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Research Report

On
Consumer perception of beauty/cosmetic
products among user/non user of Varanasi
Submitted in partial fulfllment of the requirement
For the degree
Master of Business Administration
Session : 2012-2014
Under the Supervisor:- Submitted by
Mr AB!"#"$ %&' S"( %")$" SA*A(
(Faculty Member) MBA IV Semester
F.M.T., Varanasi Roll No.-1215470011
HARISHHAN!RA ".#. $%%&#&
BA'AN-B&&#HA, VARANASI-221002
DECLARATION
I %ipti Sagar (ere)* +e,lare t(at t(e resear,( re-ort entitle+
.Consumer perception of beauty/cosmetic products among user/non user of
Varanasi S/)mitte+ in -artial 0/l1llment o0 t(e re2/irement 0or
t(e A3ar+ o0 t(e +e4ree o0 .MBA 5. It is t(e ori4inal 3or6 o0 mine
an+ not s/)mitte+ 0or t(e a3ar+ o0 an* +e4ree or similar title or
-ri7e.
Place: (Dipti
Sagar)
Date:
"R&FA&
I feel it my pleasure to work on this topic and present this study in form of research
project report a that is essential for every M! student" #he purpose of this project is to
provide the students with the practical e$posure of the market in today%s changing
scenario" It helps in the development of practical skills and analytical thinking process"
It provides with basic skills re&uired to perform the survey' and statistical tools
re&uired analy(ing the data" !lso it makes more aware about the perceptions and
tastes of consumers" #hus it helps in molding the students according to the re&uirements
of market"
Change in consumers perception has lead to a situation
of unsatisfaction among consumers" #here has been a lot of change in the rural
consumers" #heir living standard has got uplifted and they are ready to spend more to
have &ualify products"
#he present study is based on the behaviour of the consumers in urban area )*isar+
while purchasing cosmetics" It gives the information about the attitude, perception and
effect of social, cultural, economic, demographic and psychographics factors on
purchase of the consumers"
INTR$!8TI$N
-se of cosmetics is not latest trend, it has its roots deep within the annals of
history" #he word cosmetic has been given this modern name lately" #hrough
regular and formal use of cosmetics has gained momentum now, it has been in some
form or other since a long time"
#o cite an e$ample of the long usage of cosmetic, the cosmetics depict had
found its origin in China in the .th century C"
Indian too has not remained far behind in the development and fre&uent usage of
cosmetics" *ousehold utility like haldi, chandan, basan uptoon have been used
centuries to preserve the natural beauty of skin" #he reason for their usage was
ade&uate availability of pure material, apt knowledge of natural formulation and
virtually (eros effects"
#he cosmetics industry, which started glowing in the early /001s, is e$panding
e$ponentially" 2ith more women and men becoming conscious of their and
willing to spend on their grooming, this industry has been growing at 31435
percent the last few years" 6o wonder then that the shelves are stocked with a
plethora of products and brands, targeted at various segments, catering to the
various needs of customers" #he enormous growth in this segment has not only
attracted many M6Cs but also provided space for many Indian companies to foray
or e$pand their product range"
#R$'TH TR&N!S AN! "R$S"&TS 9
!n OR74Marg study reveals that while most 8MC7 products were affected by the
general slowdown, this segment witnessed relatively good growth in volume and
value 311/" 6ot only have more people started using cosmetics, they are also
willing to pay more to look and feel good" #he penetration rate is higher in the skin4
care segment compared to lipsticks" 2hile volume growth has remained low,
at 9 percent, in the case of lipsticks, much of the value growth ha come from price
rises"
#his not only means that consumers are willing to spend the e$tra bit to look
and feel good, but also indicates the constant up gradation from mass to
premium products" #hough mass products still constitute a major portion of the
market, a certain segment is obviously ready to upgrade to the ne$t category as
disposable incomes rise" Increased media e$posure, the willingness to spend
more on personal care, consciousness about looks, and advertisements and
promotions targeting various consumer segments are some reasons for these
trends in consumption and penetration" #he growth trends definitely send
positive signals about the industry prospects" 2ith numerous players fighting
for market share, is the industry really big enough and the growth high enough
8rom the investment perspective, though many big listed companies have a
presence in the various sub4segments of the industry, *:: is the only listed
company that has a visible presence across all segments" eing a diversified
large company, the turnover from this segment may be too small for *:: to
affect investment decisions" !s to the recent entrants such as ;abur and ;r"
Morepen, it may be a while before their financials reflect the dynamics of this
industry" #he other listed players are <mami and =":" Morison )India+" ;espite
their good financial track records, investing in these stocks may be highly risky
for a retail investor as low traded volumes and e&uity base characteri(e the
stocks"
$SM&TIS
#he cosmetic segment primarily comprises of colour cosmetics )8ace, eye, lip
and nail care products+, perfumes, talcum powder and deodorants" !ll these are
very small segments" #alcum powder is the most popular cosmetic product in
India" #his market is estimated at Rs"9"5 bn and is yet growing at /14/3> in pa"
!wareness is very high at ?1> with a penetration of .5".> in urban areas and
35"3> in rural areas" @ond%s dominates the talcum market with a A1> share
following by =ohnson B =ohnson, which has a /5> market share"
!ttar and alcoholic perfumes each account for 51> of the fragrance market
estimated at Rs" 9 bn" In the alcoholic perfumes market, //9rd represnted b an
unorgani(ed, with the balance largely imported" #he =une 0? budget halvd
duties to 51R :akme ha a minor presence in the segment" @erception of damage to
skin on account of chemical ingredients restricts usage of face care products" #he
nail polish market is the largest at Rs"35491>"
;eodorants have a very negligible presence in the Indian market an estimated of
Rs" 1"9 bn" 2ordwide, deodorants is the largest market followed by skin care,
shampoos and toothpaste" *:: has launched a couple of products in this
segment"
MAR:&T S&#M&NTATI$N
#he Indian market can be segmented in terms of product category and price"
!gain oral care, hair care shampoos B oils, skin care, soaps and distribution
network may divide the product categories" s
$RA% AR&
#he oral care market can be segregated into toothpaste )C1>+, toothpowder
)39>+ and toothbrushes )/A>+" 2hile C1> of toothpaste is sold on the family
platform, around 95> is sold on cosmetic propositions" On the other hand,
while toothpowder accounts for 53> of the market, red toothpowder accounts
for .1> and black toothpowder accounts ?>" #he penetration level of
toothpaste/powder in urban areas 9 D that in the rural areas" #raditional
materials such as neem and tobacoo are popular for cleaning in the rural areas,
8re&uency of usage for toothpaste is only /"5 times among other consumers,
compared with 3 times in the developed world" @er gm in #ahiland"
7iven the low per capita consumption and penetration rates, toothpaste demand is
mainly being driven by the overall market growth of ?4/1"#he rural segment is also
tooth powder growth"
HAIRAR&$I%S
#he hair oil market is huge, valued at Rs"C bn" ;ue to the varied consumption
habits of consumers across the country, where coconut oil and edible oil are
interchange used, the si(e of the market is likely to be higher than estimated"
More importantly, the market is growing at an impressive C4A> in volume terms
despite the high penetration level"
-sage of hair oil is a typical Indian habit with 51> of the population out of
which some perceive that massaging the head with hair oil has a cooling impact" #he
penetration of hair oil is fairly high at around ?A> and evenly distributed among
the urban and rural areas"
HAIR AR& SHAM"$$S
#he shampoo market in India is valued at Rs"."5 bn with the penetration level at
/9> only" #he market is e$pected to increase due to lower duties and
aggressive marketing by players Ehampoo is also available in a sachet, which is
affordable and makes up to .1> of the total shampoo sale"
#he Indian shampoo market is characteri(ed by a twin benefit platform'
cosmetic and antidandruff" It is basically an upper middle class product, as more than
51> of the consumers use ordinary toilet soap for washing hair"
2hile the awareness level is high, the penetration level is very low even in the
metros, which is only 91>" -rban markets account for ?1> of the total
shampoo market' the penetration level is rapidly increasing due to decline in e$cise
duty, which was /31> in /009 to 91> currently"
S:INAR&
#he skin care market is at a very nascent stage with basic re&uirements of the
consumers being protecting the skin from cold and dryness in winter, and
improving fairness of the skin" Most of the product categories are niche
segments"
2hile the awareness rate is high in both urban areas accounting for C1R and
rural areas accounting for 91> the penetration level is low for both" #his is
because of apprehensions that usage of skin care products may benefit in the long
run due to the chemical contents" Many households prefer to use traditional and
natural home made products"
Eince the market is at a very nascent stage with very low penetration levels, the
growth rates are e$pected to be higher at 3.4355 over the ne$t five years" 6ew
players such as !von and Oriflame have entered the market with the natural
ingredient benefit platform, which could further spur growth"
S$A"S
#he product categories can be classified into three segments' premium ):u$,
;ove+, popular )6irma, Cinthol+, and economy )6irma ath, :ifebuoy+" #he
price differential between the premium and economy segments is about 3D" #he
popular and economy segments account for about ./5ths of the entire market for
soaps"
@enetration of toilet soaps is high at ??"C>" *owever per capita consumption
levels remain low India%s per capita consumption of soap at .C1 gms per annum is
lower than that of ra(il at /,/11 gms per annum"
!ISTRIB8TI$N N&T'$R: 9
Eoaps are available in 5 ml retail outlets in India, 9"A5 m of which are in the rural
areas" #herefore availability of these products is not a problems A5> of India%s
population is in the rural areas' hence about 51> of the soaps are sold in the rural
markets"
"RI& S&M&NTATI$N
@rice is common basis for segmenting the cosmetics market" #he market
segments formed accordingly now describeF
"$"8%AR S&#M&NT
#he sector is divided into two distinct segments4the premium segment catering
mostly to urban higher/upper middle class and the popular segment with prices as
low as 35>491> of the premium segment , catering to mass segments in urban
and rural markets" #he premium segment is less price sensitive and more brand
conscious"
&$N$N; S&#M&NT
India%s rural markets have been a lot of activity in the last few years" Eince
penetration levels are pretty high in most categories, future growth can come only
deeper rural penetration" 8MC7 majors are aggressively looking at rural India since
it accounts for A1> of the total Indian households"
#R$'TH
*igh consumer awareness and penetration levels will enable the market to grow at
an average ?4/1> per annum with slightly higher growth in the rural areas"
*igher penetration stems from popularity of low4cost detergents" *ence, besides
increase in per capita consumption, there is tremendous scope for movement up the
value chain"
*::, 6irma and @B7 are the major players in the market with .1>, 91> and /3>
share, respectively" 2hile *:: dominates the premium segment, 6irma is the
leader in the popular segment"
$NS8M&R
#he term consumer is often used to describe two different kinds of consuming
entities' the personal consumer and the organi(ational consumer"
#he personal consumer buys goods and services for is or her own )e" g" soap,
shampoo etc"+ for use of the household )e"g"#V VCR or car+ or as a gift for a
friend )e"g" bike, camera etc"+" In each of these cases, individual who are
referred to as end uses or ultimate consumers buys the goods for final use"
#he organi(ational consumer buys goods and services in order to run their
organi(ation" Manufacturing companies buy raw material etc" to manufacture and
sell their own products" Institutions buy the material they need to maintain
themselves"
8N!&RSTAN!IN# $NS8M&R$%$#; IMA#& S&%%IN#
2henever a consumer purchase a product, he is not just buying a brand" *e is also
buying an image that is associated with the brand" <very marketer, and
marketing company, operates with the sole objective of crafting an array of
image, and reinforcing this diverse image in a conte$tual framework that is
relevant to the target segment" In ensures that the company is able to bring the
brand so close to the consumer that the brand creates a special place for itself in the
consumer%s mind
Imagery is everything" 2hen a consumer parts with money to purchase a
product, it is actually a response to the image that a particular band of the
product has cotnrived in his mind" #his image, when confronted by a need state
translated itself into a purchase decision" ;uring this period, the consumer is
creating a relationship with the brand which, depending on is consumption
e$perience, determines the future4buying pattern of the consumer" ! series of
good repeat purchase e$perience gives you a local customer"
$NS8M&R$%$#;
Once that real understanding of a brand%s drives through an identification of the
uni&ue associative image in obtained, in then becomes the task of the brand
Consumerology to craft relevant fit for the brand into the consumer4selected
image" 8rom this fit an image is interpreted into a social and vocational set that is
consonance with the consumer%s image and the image of the brand through the
medium of an image solution"
*aving identified the image solution, the ne$t task is to deliver it through the
variables of marketing like packaging, pricing, distribution, merchandising,
promotion and advertising" #he most important aspect of Consumerology, and
image solution, is that they never dormant" Imagery, being everything is
constantly changing, so do the image solutions" #hus, these image solutions are
a function of listening to the consumer" #hey involves constant listening to
check if a brand%s drivers are changing, if the consumer%s image is changing and
id the image of the brand is being molded according to the changing situation"
Eo, the correct practice of Consumerology implies the creation of market
listening post, which is constantly receiving consumer feedback and passing it
to the brand consumerlogist who, in turn, interprets it for the creation of new
image solution" If the listening stops, the solutions are no longer the result of
consumer understanding, but merely the products of the e$periential biases of the
solution creators"
$NS8M&R B&HAVI$8R
Consumer behaviour is the study of individual, individual in a group as whole
while the individual decides to spend his/her time, effort and money on
consumption related items" Consumer behaviour refer to the behavior that
consumer displays in searching for, purchasing using, evaluating and isposing
of products and services that they e$pect will satisfy their needs"
#hey study of consumer behaviour is the study of how individual make decision
to spend their available resources vi(" #ime, money and effort on they buy from,
where they buy it, how often they buy it and how often they use it"
#ake the case of consumer durable e"g" the #"V" set" 2hat features they look forG
2hat is the reason for buying particular #"V" EetG *ow likely are they to replace
their old models when new models with added features become availableG
#he answer to such &uestion can only be found through consumer research that
provide" #V manufacture with important product scheduling, design
modification and opting final strategy"
!lthough this study focuses on how and why consumers make decision to buy
#"V Consumer behavior and considers the uses consumers make of the good
they buy and then subse&uent e&uations" 8or e$ample, a buyer may e$perience
dissatisfaction to friend, and in turn influence his friend future #V purchase
decision or may vow never to buy same brand or model again, prescribing his own
future selection decisions" <ach of these possible conse&uences of consumer
post purchase strategies into their promotional campaigns"
N&&! $F $NS8M&R B&HAVI$8R ST8!;
8or marketers, it is important for us to decide to whom to direct the promotional
efforts by recogni(ing why and how individuals make their consumption
decisions" If marketers understand consumer behavior they are able to predict how
consumer are likely to react to various informational and environmental cues, and
able to shape their marketing strategies accordingly"
#he initial thrust of consumer research was from a managerial perspective'
marketing manager wanted to know the specific causes of consumer behavoir"
#hey also wanted to know how people receive, store and use consumption
related information, so that they could design marketing strategies to influence
consumption decisions" #hey regarded the consumer behavior discipline as an
applied marketing science' if they could predict consumer behavior, they could
influence it"
!&V&%$"M&NT $F TH& FI&%!S $F $NS8M&R B&HAVI$8R
#here are a number of reasons why the study of consumer behavior developed as
separate marketing discipline" Marketing had long noted that consumer did not
always act or react as marketing theory would suggest" #he si(e of the
consumer market in this country highly diversified" <ven in industrial markets,
where needs of good and services are always homogeneous than in consumer
markets, buyers are e$hibiting diversified preferences and less predictable
purchase behavior"
#o better meet the needs of specific groups of consumers, most marketers
adopted a policy of market segmentation, which called of the division of their
total potential markets into smaller, homogeneous segment for which they could
design specific products or promotional campaigns" #o try to improve the new
product success rate to try to ensure consumer acceptance marketers make
determined efforts to learn everything they could about their perspective
consumer i"e" their needs, preference, changing life style" Research into
consumer behavior provided them with necessary insights to develop new
products and services and to design persuasive promotional strategies"
#he growth of consumer movement created an urgent need to understands how
consumers make consumption decision e"g" in order to identify sources of
consumer confusion and deception, consumer advocates sought to discover
perceive and interpret various marketing and promotional information i"e"
promotional appeals, package labels, warranties etc"
Most of organi(ations have recogni(ed that need to market globally to achieve
major economics of scale" Marketers now use cross cultural consumer research
studies as the basis for product development and promotional strategies to meet the
needs of targeted consumers"
FAT$RS IN%8&NIN# B8;IN# B&HAVI$8R
"S;H$%$#IA% FAT$RS
;iversity in human behavior often causes us to look the fact that people are
really very much alike" @sychologists and consumer behavior agree that most
people tend to e$perience the same kinds of needs and motives, they simply
e$press these motives in different ways" 8or, this reason an understanding of
human psychology is very important to market place" #he human psychology is
major factors that influence the buying behavior of the consumer" -nder the
psychological factors the following points are taken into consideration
*-M!6 6<<;E
MO#IV!#IO6
@R<C<@#IO6
:<!R6I76
!##I#-;<
H8MAN N&&!S
Very individual has some needs some are innate, others ac&uired" <very person
made purchase according to his needs e"g" purchase of food to satisfy need to
hunger, purchase of car to satisfy ego needs"
!s far as the purchase of #"V" is concerned, it has become the needs of every
individual besides he belongs to any income group or social class"
M$TIVATI$N
Motivation is a driving force towards some object or condition or a driving
force some object or condition e"g" a person may be impelled towards a hotel to
satisfy his hunger need and away purchase a C"#"V"
$B<&TIV& $F TH& ST8!;
Objectives are the route map of any research" 2ithout setting objectives any
research would be meaningless and all the efforts of the researcher will go in vain"
/+ 8inding major factors that influence the purchase decision of consumers
to purchase cosmetics"
3+ #o find out the variety of cosmetics, the women and students prefer most"
9+ #he brands, which are popular for the particular type of product"
.+ #he e$penditure and the fre&uency of using the cosmetics"
5+ ;etermining the sources from where the women get the information
about cosmetics"
C+ Consumer perception towards the cosmetics ads"
A+ 2hether they are influenced and inspired by the ads"
R&S&ARH M&TH$!$%$#;
"ro)lem Form/lation9
It has normally observed that most of the marketers are spectacle about
consumers in India" <ach company tries to provide more information about their
products for consumers" Very few companies are really providing information
according to the re&uirement of Consumers" #hey look for bargaining and lack of
proper advertisement about products"
#hus being a M! student I felt, I should study the effectiveness of information of the
product of cosmetic consumers in depth" !nother side of coin is that cosmetic
market in India is growing rapidly and enormous untapped potential lies there" #hus
also motivated me for selecting my topic of study as HConsumer buying behaviour
regarding Cosmetic in Varanasi CityH"
Resear,( Met(o+olo4*9
Market research methodology is as old as the marketing is without which it is
almost impossible to reach at any tangible decision" !lthough various methods are
adopted to undertake this activity but the goal is almost same i"e" to reach on a final
decision or solution of the problem"
#here is a very famous &uote Hif you are confident of doing something, half of
the work is doneH" !nd confidence comes when you have a proper framework
for the particular job " *ence to carry out any work of necessary to chalk out a
framework"
#o carry out the research project, we first define the research methodology that is to
be used for the research"
Research Methodology is the way of systematically solving the research
problem" It may be understood as a science of studying how research is done
scientifically" In it we study the various steps that are generally adopted during
the course of research along with the logic behind them" It is necessary for the
research to know not only the research methods but also the methodology"
#he purpose of the research is to discover the answers to the &uestions through the
application of scientific procedures" #hough each research study has its own
scientific objectives, we may think of research objective as falling in to a
number of following broad groupingsF
/+ #o gain familiarity with a phenomenon or to achieve new insights into it"
3+ #o portray accurately the characteristics of particular individual situation"
9+ #o determine the fre&uency with which something occurs or with which
it associates with something else"
Nat/re o0 t(e -ro=e,t9
#he project assigned to me was the HConsumer buying behaviour regarding
Cosmetic in Varanasi CityH" #he consumers survey was conducted in
Varanasi area" ;ata is collected people who are living in Varanasi
area"
S/r>e* "lannin49
@lanning is the most essential part for a successful survey" ! right approach has to be
decided before heading forward keeping in mind the objective"
;ue consideration has to be given at this stage towardsF
/+ @urpose of the survey
3+ Ecope of the survey
9+ -nits of the data collection
.+ Eources of data
5+ #echni&ues of data collection
C+ ;egree of accuracy desired
A+ Miscellaneous consideration
SAM"%IN# "%AN9
Sam-le Si7e
Consumer )/11+
Met(o+olo4*
olle,tion o0 !ata9
#his is the first step of the process" It forms the foundation for the whole of
statistical analysis" 8aulty data can lead to unreliable conclusions so most care is
re&uired while collecting the data"
Nat/re o0 +ata ,olle,tion9
@rimary Eources of data
Eecondary sources of data
!rea Covered
Instrumental Eurvey
#ypes of Iuestions
)? $r4ani7in4 t(e
+ate9
F Interview and Iuestionnaire
F Internet and Maga(ines
F Varanasi
F Iuestionnaire
F Close <nded/Open <nded
Collected data are meaningless unless presented in a proper manner to make
them useful in decision making" #he data obtained is edited, classified
and put in as tabulated form to make it understandable"
,? "resentation9
!fter collecting and analy(ing the data, it is ready for presentation" #here
are different modes of presentation including charts, diagrams and graphs
etc" #he main purpose of presentation is to put the collected data into an
easy readable form" In the present project report data has been graphically
presented by pie diagrams"
+? Anal*sis o0 +ata9
*aving gathered the data, the researcher has to proceed towards drawing
conclusion by logical inference" !t this stage, the data is in a tabulated
form and re&uires to be interpreted" 2ith E@EE Eoftware to analysis the data"
ringing the raw data in to measured data" Eummari(ing the data"
!pplying analytical methods to manipulated the data so that their
interrelations and &uantitative meaning become evident"
#ools of !nalysisF @ercentage and ar ;iagram"
e? Inter-retation9
Interpretation means to bring out the meaning of data or convert into
information" #he clima$ of the research process is approached as one
prepares to draw conclusion for the data analy(ed" #he whole
investigation culminates reaches in drawing inference that leads to
conclusion" #his phase calls for a high degree of interpretative skill both &uantitative
e and logical"
FIN!IN#
In the present scenario, all the females use cosmetics" *owever the
number of cosmetics used varies" #he highest response is being shown by
working women, ne$t by students and least by non4working women"
6early, all the females use branded products"
Cosmetics are generally used for improving there looks and personality"
-sing cosmetics gives them psychological satisfaction and give to their
body"
Cosmetics now a days has become a necessity for all the females"
Cosmetics are purchased keeping in mind the brand name, price and
&uality" @ackaging and ease of use do not hold much significance" #his is
true for all the three categories"
8riends and media play a very important role in making females aware of
cosmetics"
Cosmetics are generally purchased from general stores by all the three
categories of females"
2orking women spend more on cosmetics on an average than
housewives and student"
Cosmetics have after effect though their fre&uency is very les" ut to
satisfy their short term need they are being used"
!dvertisements play a role in helping customer decide on specific brand
of cosmetics" Etudents and working women influenced more"
2orking women buy cosmetics in medium si(e, student in small sie and
working women in large in si(e"
#here is trend to use herbal cosmetics" ;ue to the awareness, the ill4
effects are being considered while buying them"
Customer while purchasing cosmetics are not brand loyal"
6o brand as such is providing all the popular products in cosmetics"
;uplicity although very less is being e$perienced which result in brand
switching"
Creating variety of cosmetics of a particular brand creates a healthy
impression in the mind of customers to a considerable e$tent"
@rice of cosmetics is found to be consummate with the utility it offers"
ANA%;SIS $F R&S"$NS&S #IV&N B; ST8!&NTS,
N$N-'$R:IN# AN! '$R:IN# '$M&N
@.1 8SA#& $F $SM&TIS
"ro+/,t St/+ents Non-3or6in4 'or6in4
Ehampoo 5. 93 /.
<ye :iner .1 31 ?
Jajal ? 1 /
8ace 2ash .3 1 /1
Moisturi(er 9. 31 ?
Muscura C 1 .
Compact /. 1 .
Conditioner ? 1 C
leach Cream 31 /? /3
!stringent /C 1 C
Cleansing Milk 9C 31 ?
8oundation /3 C 3
:ipstick 51 3. /3
@erfume 91 /C /1
;eodorant .. /3 /3
6ail @aint .? ? C
Cream 9. ? .
For Students
Shampoo
Nail Paint Cream
Deodorant
Perfume
Lipstick
Foundation
Cleansing Milk
Eye Liner
Kajal
Face ash
Moisturi!er
Muscura
Compact
Conditioner
"leach Cream
#stringent
Non$%orking
Nail Paint
Cream
Deodorant
Perfume
Lipstick
Foundation
#stringent
Cleansing Milk
Shampoo
Eye Liner
Kajal
Face ash
Moisturi!er
Muscura
Compact
Conditioner
"leach Cream
orking
Cream Shampoo
Nail Paint Eye Liner
Deodorant
Kajal
Perfume Face ash
Lipstick Moisturi!er
Foundation
Muscura
Cleansing Milk
Compact
#stringent
Conditioner
"leach Cream
TH& "$"8%AR BRAN!S AM$N#
"ro+/,t St/+ents Non-3or6in4 'or6in4
Ehampoo Eunsilk, @entene Clinic @lus, Clinic @lus,
Eunsilk Vatika
<ye :iner :akme :akme :akme
Jajal :akme :akme :akme
8ace 2ash @onds, @ears @onds @onds, @ears
Moisturi(er @onds, @ears @onds @onds, @ears
Muscura :akme :akme Revlon, :akme
Compact :akme :akme :akme
Conditioner -ltura ;ou$ -ltra ;ou$ -ltra ;ou$
leach Cream 8em, =oilen 8em, =olen 8em, =olen
!stringent !yur !yur !yur
Cleansing Milk :akme, !yur :akme, !yur Ehena(, !yur,
:akme
8oundation :akme :akme #ouch, Revlon
:ipstick :akme :akme Relon :ekme, Revlon
@erfume <l4@aso, <lle Re$ona, ;o4it Charlie, Oriflame
;eodorant <lle4/? Re$or Re$ona <lle4/?, 8a,
@onds
6ail @aint Revlon, :akme Revlon, :akme, !lpha, :akme
!lpha
Creams Charmis 8 B : @onds 6ivea 6ivea, @onds
@2. T;"&S $F $SM&TI 8S&!9
T*-e St/+ents Non-3or6in4 'or6in4
randed .1 ? 3.
:ocal /. C ?
ST8!&NTS
%o,al
2AB
Bran+e+
74B
#he survey shows that students use branded cosmetics"
N$N-'$R:IN#
%o,al
4CB
Bran+e+
57B
#he survey shows that non4working women use branded cosmetics"
'$R:IN#
%o,al
25B
Bran+e+
75B
#he survey shows that working women use branded cosmetics"
@C. R&AS$N F$R 8SIN# $SM&TIS9
Reason St/+ents Non-3or6in4 'or6in4
#o improve your personality 3C 0 C
Eocial influences 5 /1 9
8ashion and status symbol 5 5 3
*ealth point of view ? . /
@sychological satisfaction /1 . 3
St/+ents
Psychological
satisfaction
&'(
)o impro*e your
personality
+ealth point of
,-(
*ie%
&.(
Fashion and status
sym/ol
'(
Social influences
'(
#he survey shows that students buy cosmetics, keeping in mind health and
personality improvement" 8ashion and status and social influences do not cater
much"
Non-3or6in4
Psychological
satisfaction
&0(
+ealth point of
*ie%
&0(
Fashion and
status sym/ol
&1(
)o impro*e
your personality
2-(
Social
influences
03(
#he survey shows that the non4working buy cosmetics for their psychological
satisfaction and health"
'or6in4
Psychological
satisfaction
&,(
+ealth point of
*ie%
4(
Fashion and status
sym/ol
&,(
Social influences
2&(
)o impro*e your
personality
,,(
#he survey shows that working women buy cosmetics to improve the
personality and they are also effected by social influences"
@4. "&R&"TI$N AB$8T $SM&TIS9
"er,e-tion St/+ents Non-3or6in4 'or6in4
:u$ury /1 C 3
6ecessity 9C 3. /1
oth ? 3 3
St/+ents
"oth
Lu5ury
&.(
&'(
Necessity
11(
#he survey shows that students perceive cosmetics to be a necessity"
Non-3or6in4
"oth
Lu5ury
1(
&'(
Necessity
4.(
#he survey shows that non4working perceive cosmetics to be necessity"
'or6in4
"oth Lu5ury
&,( &,(
Necessity
42(
#he survey shows that working women perceive cosmetic to be a necessity"
@5. FAT$RS B&HIN! B8;IN# !&ISI$N
Fa,tors St/+ents Non-3or6in4 'or6in4
rand .1 ? ?
@rice .? /3 5
Iuality 3. . /1
@ackaging C 3 .
<ase of -se /. C 3
!vailability 31 . 3
St/+ents
#*aila/ility
&0(
Ease of 6se
"rand
'(
21(
Packaging
,(
7uality
&1(
Price
02(
#he survey shows that students consider price and brand name to an important
determinant in buying cosmetics"
Non-3or6in4
#*aila/ility
&&(
Ease of 6se
&4(
Packaging
1(
7uality
&&(
"rand
22(
Price
00(
#he survey shows that the non4working women consider brand name price and ease
of use to be an important determinant in buying cosmetics"
'or6in4
#*aila/ility
1(
Ease of 6se
1(
"rand
21(
Packaging
&0(
Price
7uality &1(
00(
#he survey shows that the working women consider &uality and brand name to be
important determinant in buying cosmetics"
@A. S$8R& $F INF$RMATI$N
So/r,es St/+ents Non-3or6in4 'or6in4
eautician 9. /1 C
;octors ? . 1
Ehop4keepers . 3 1
8riends .? /C ?
Media 91 3. /3
St/+ents
Media
2,(
Friends
,3(
"eautician
24(
Doctors
1(
Shop$
keepers
0(
#he survey shows that friends and beautician are sources that make students
aware of cosmetics"
Non-3or6in4
"eautician
&-(
Doctors
Media
,2(
Friends
2'(
4(
Shop$
keepers
,(
#he survey shows that media and friends make non4working women aware of
cosmetics"
'or6in4
"eautician
20(
Doctors
3(
Media
,1(
Shop$
keepers
3(
Friends
0&(
#he survey shows that media and friends influence working women"
@7. $8T%&TS F$R "8RHAS&9
$/tlets St/+ents Non-3or6in4 'or6in4
7eneral Etores .C 3. /1
<$clusive . 1 1
Cosmetic
eauty @arlours 3? . 9
Cosmetic Etores /. . 3
St/+ents
Cosmetic
Stores
&.(
8eneral
"eauty
Parlours
03(
Stores
.&(
E5clusi*e
Cosmetic
,(
#he survey shows that student generally buy cosmetics from general stores and
parlors"
Cosmetic
Stores
&0(
"eauty
Parlours
&0(
E5clusi*e
Cosmetic
3(
Non-3or6in4
8eneral
Stores
4,(
#he survey shows that non working women largely buy cosmetics from general
stores"
'or6in4
Cosmetic
Stores
&0(
"eauty
Parlours
23(
E5clusi*e
Cosmetic
3(
8eneral
Stores
14(
#he survey shows that working women buy cosmetics from general stores"
@D. &E"&N!IT8R& $N $SM&TIS9
&F-en+it/re St/+ents Non-3or6in4 'or6in4
1451 ? . 1
514/11 93 /3 1
/114/51 . /1 1
/514311 . 3 .
More C 1 /1
More
&&(
&.3$233
4(
&33$&.3
4(
St/+ents
3$.3
&.(
.3$&33
13(
#he survey shows that students spend Rs" 514/11 monthly on cosmetics"
Non-3or6in4
More
3(
3$.3
&.3$233 &,(
4(
&33$&.3
01(
.3$&33
,0(
#he survey shows that non working women spend on an average Rs" 514/11 on
cosmetics"
'or6in4
&33$&.3
3(
3$.3
3(
More
4&(
.3$&33
3(
&.3$233
2'(
#he survey shows that working women spend on an average Rs" /514311 on
cosmetics"
@G. &FF&T $F $SM&TI A!V&RTIS&M&NT9
&He,t St/+ents Non-3or6in4 'or6in4
*elp 9C ? ?
6ot *elp /? 3. C
St/+ents
Not +elp
00(
+elp
14(
#he survey shows that advertisement help many students to decide on type and
specific brand of cosmetics"
Non-3or6in4
+elp
2.(
Not +elp
4.(
#he survey shows that housewives are generally not influenced by cosmetic
advertisements in deciding type and specific brand of cosmetics"
'or6in4
Not +elp
,0(
+elp
.4(
#he survey shows that cosmetic advertisements play a role in helping working
women to choose on specific brand and type of cosmetic"
@10. T;"& $F $SM&TIS9
T*-e St/+ents Non-3or6in4 'or6in4
*erbal .1 33 /1
6on4herbal /. /1 .
St/+ents
Non$her/al
21(
+er/al
4,(
#he survey shows that students preferred to use herbal cosmetics"
Non-3or6in4
Non$her/al
0&(
+er/al
1'(
#he survey shows that most of the non working women use herbal cosmetics"
'or6in4
Non$her/al
2'(
+er/al
4&(
#he survey shows that working women prefer herbal cosmetics"
@11. BRAN! S'ITHIN#
Attit/+e St/+ents Non-3or6in4 'or6in4
Change 9. 33 /1
6ot change 31 /1 .
#he survey that students generally change their present brand"
St/+ents
Not change
04(
Change
10(
#he survey shows that working women change their brands fre&uently"
Non-3or6in4
Not change
0&(
Change
1'(
#he survey shows that non 4 working women change their brands
'or6in4
Not change
2'(
Change
4&(
Reason 0or (an4in49
6ew product introduction 31>
@rice change 30>
!d4intensity //>
@ack change .>
@roduct improvement 9C>
@12. SAM& BRAN! F$R A%% &EISTIN# "R$!8T AT&#$R;
Res-onse St/+ents Non-3or6in4 'or6in4
Kes /1 /1 3
6o .. 33 /3
St/+ents
9es
&'(
No
-&(
#he survey shows that students use different brands for different product"
Non-3or6in4
9es
0&(
No
1'(
#he survey shows that non working women do not use same brand for all
cosmetics" *owever, a few still use same brand"
'or6in4
9es
&,(
No
-1(
#he survey shows that a very high percentage of working women use different
brands"
@1C. &E"&RI&N& $F !8"%IIT;
&F-erien,e St/+ents Non-3or6in4 'or6in4
Kes /3 /3 3
6o .3 33 /3
St/+ents
9es
22(
No
4-(
#he survey shows that a few students e$perienced duplicity"
Non-3or6in4
9es
0.(
No
1.(
#he survey shows that about one third of the non working women have
e$perienced duplicate"
'or6in4
9es
&,(
No
-1(
#he survey shows that a very few working women have e$perienced duplicity" !
combined analysis shows that duplicity is being e$perienced"
ehaviour after e$perience duplicity
L Category switching 9/>
L rand switching 51>
L rand :oyal /0>
@14. R&#AR!IN#F H&A%TH; IM"R&SSI$N AB$8T
TH&
@8A%IT; $F $SM&TIS.
Res-onse St/+ents Non-3or6in4 'or6in4
Kes A? 5C A/
6o 33 .. 30
St/+ents
No
22(
9es
4-(
#he survey shows that students think that variety of cosmetic create a healthy
impression about the &uality of cosmetics"
Non-3or6in4
No
,,(
9es
.1(
#he survey shows that some non working women think that variety of cosmetics of a
particular brand does not create a healthy impression about the &uality of
cosmetics"
'or6in4
No
2'(
9es
4&(
#he survey shows that like students working women also think that variety of
cosmetics create a healthy impression about the &uality of cosmetics"
@15. Bran+ 8sa4e in t(e 0amil*
Bran+ St/+ents Non-3or6in4 'or6in4
Eame 93 33 ?
;ifference 33 /1 C
St/+ents
Difference
,&(
Same
.'(
#he survey shows that some families use all the products of cosmetics of the
same brand"
Non-3or6in4
Difference
0&(
Same
1'(
#he survey shows that almost all the non working use cosmetics of the same
brand"
'or6in4
Difference
,0(
Same
.4(
#he survey shows that almost half of the working women families use
cosmetics of the different brand"
1A. "RI& V&RS8S 8TI%IT;
"er,e-tion St/+ents Non-3or6in4 'or6in4
Kes 33 31 /1
6o 93 /3 .
St/+ents
9es
,&(
No
.'(
#he survey shows that students do not think that price is consummate with the
utility they offer"
Non-3or6in4
No
0-(
9es
12(
#he survey show that non working women think that price is consummate with the
utility they offer"
'or6in4
No
2'(
9es
4&(
#he survey shows that like working women also think that price is consummate
with the utility they offer"
S8##&STI$NS
Marketers should try to create brand loyalty by special changes in
product"
#hey should try to generate positive word of mouth by delivering &uality
products"
;uplicity should be checked as per standards"
@roper attention should be given to make cosmetics free of aftereffects"
8or the promotion purposes, more attention to be given to general and
cosmetic store"
!s media plays an important role" #V and maga(ines should be properly
e$ploited"
Celebrities and beauty consultants should be included in advertisements for
making them more effective"
BIB%I$#RA"H;
B$$:S
@hilip Jotler, HMarketing ManagementH"
Echiffmean :eon, knouck" :eslie, HConsumer ehaviour% )@rentice hall of
India @vt" :td"+
MA#AIIN&
!dvertising and marketing
Reader ;igest
'&BSIT&S
www"googlesearch"com
www"khoj"com
QUESTIO!I"E
;ear Eir/Madam,
" %ipti Sagar+ Student+ MBA ",
th
Semester of !arish -handra )
* -ollege+ A.amgarh
(oad+ ,aranasi Jindly fill the &uestionnaire" #his is meant for the study of MConsumer
perception of beauty/cosmetic products among user/non user of VaranasiN
under the research report" It is assured" #hat the that information shared will be kept
confidential and used for academic" @urpose only" Jindly give your responses to the best of your
knowledge, e$perience and belief"
6ame OOOOOOOOOOOOO!ge OOOOO
@rofessionOOOOOO!ddress OOOOOOOO"
/+ ;o you use cosmeticsG )Kes/6o+
if yes, then please specify their name below
3+ 2hich cosmetics do you useG
randed ) +
:ocal ) +
9+ Reasons for buying and using cosmetics are
#o improve your personality" ) +
Eocial influences ) +
8ashion and status symbol ) +
*ealth point of view ) +
@sychological satisfaction ) +
.+ 2hat is your opinion about cosmeticsG
:u$ury ) +
6ecessity ) +
oth ) +
5+ 2hat factors do you consider while purchasing cosmeticsG
rand ) +
@rice ) +
Iuality ) +
@ackaging ) +
<ase of use ) +
!vailability ) +
C+ 2hat are the sources that make you aware of cosmeticsG
eauticians ) +
;octors ) +
Ehopkeepers ) +
8riends ) +
Media ) +
A+ 8rom where do you purchase cosmeticsG
7eneral stores ) +
<$clusive cosmetics stores ) +
eauty parlors ) +
Cosmetics stores ) +
?+ *ow much on an average do you spend on cosmeticsG
1451 ) +
514/11 ) +
/114/51 ) +
/514311 ) +
More ) +
0+ ;o you think cosmetics advertisements help you to decide on type
and specific brand of cosmeticsG If yes recall"
/1+ 2hat type of cosmetics do you like to buyG
!+ *erbal ) +
+ 6on *erbal ) +
//+ ;o you regularly use the same brand of cosmetics or change the bran
fre&uentlyG If yes, then reasons for changing"
@rince change ) +
6ew brand introduction ) +
@roduct improvement ) +
@ackage changes ) +
!dvertising intensity ) +
!ny other ) +
/3+ ;o you use the same brand of cosmetics for all the e$isting product
categories in cosmeticsG )Kes/6o+
/9+ *ave you eve e$perienced any inferiority/duplicity in cosmetics you have
purchased" If yes, how has that influenced your buying behaviourG
rand switching ) +
Category switching ) +
rand loyal ) +
!ny other ) +
/.+ ;oes variety of cosmetics of a particular brand create a healthy
impression on your mind about the &uality of cosmeticsG
)Kes/6o+
/5+ ;oes all your family members use same brand/ type of cosmetics
Eame ) +
;ifferent ) +
/C+ ;o you think that the price of cosmetics in general is consummate with
the utility they offerG
)Kes/6o+