A PROJECT

REPORT
ON

COSMETIC
MARKETING
SUBMITTED IN PARTIAL FULLFILLMENT OF THE
REQUIREMENT
OF THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS
ADMINISTRATION

Session (2014 2015)

SUBMITTED TO:
SUBMITTED BY:

DEPARTMENT OF COMMERCE
SIMRAN BINDRA
AND BUSINESS ADMINISTRATION
PUPIN NO. 17612000857
P.G.G.C SECTOR 11
CHANDIGARH

PANJAB UNIVERSITY, CHANDIGARH

DECLARATION
I, SIMRAN BINDRA, hereby declare that all the information
furnished in this
PROJECT, is my original work containing authentic facts. This
piece of work
is only being submitted to POST GRADUATE GOVT COLLEGE
in the partial
fulfillment for the degree of BACHELORS OF BUSINESS
ADMINISTRATION.

ACKNOWLEDGEMENT
With great pleasure I take the priviledge to acknowledge
all those who
have been involved in my project. I would like to take
this oppurtunity
to thank Prof. Hansraj HOD, Dept. Of Commerce
and Business
Administration, PGGC 11 Chandigarh for giving me
an opportunity
to undertake this project, providing with his valuable
views and
showing active interest in my project. I would give the
credit to my
project guide Ms. Ekta Faculty PGGC Sector 11
Chandigarh, who
inspired me by through discussions and showed me the
right course to
pursue. The information and suggestions provided by her
proved to
be most valuable. I would also like to thank all the
respondents
for their continuous support on my project. They have
been a source
of inspiration and motivated me to perform to the best
of my abilities.
Last but not the least would I like to thank my friends, family
members and
all those people who helped me for the completion and
helping me in
consumer behaviour towards cosmetic products and their use.
Working on this project has proved to be an enlightening
experience for me.
Simran Bindra

B.B.A Final Year

PREFACE
Consumer

behaviour

affecting

the

is

the

today's

key

factor

marketing

environment. After the liberaliation and the

globalization there has been a sea change in
the Indian market scenario. The MNC's have
entered the fray, which forced

the

Indian

giants to change their strategies. There is

a

cutthroat competition and in order to

survive

and

competitors,

to

have

marketers

an
have

edge
realized

over
the

value of consumers. Consumers orientation is

the key word in present times.

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 BBA student.
The purpose of this project is to provide the
students with the practical exposure 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 required to perform the survey; and

statistical tools required analyzing the data.
Also

it

makes

more

aware

about

the

perceptions and tastes of consumers. Thus it

helps in molding the students according to the
requirements of market.

Consumers
choices
becoming

buying
have
more

preferences

tastes

changed
conscious.

Change

in

consumers perception has made a situation of

unsatisfaction among consumers. There has
been a lot of change in the rural consumers.
Their living standard has got uplifted and they
are ready to spend more to have qualify
products.

The present study is based on the behaviour

of the consumers in urban area (mohali) 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.

TABLE OF
CONTENT
CHAPTER 1Introduction
CHAPTER 2Growth Trends And Prospects
CHAPTER 3Cosmetics
Market Segmentation
Distribution Network
Price Segmentation
Popular Segmentation
Economy Segmentation
CHAPTER 4Consumerology
CHAPTER 5Research Methodology
CHAPTER 6Findings
CHAPTER 7Analysis Study Given By Students
CONCLUSION
ANNEXURE

Chapter 1
INTRODUCTION
Use of cosmetics is not latest trend, it has its roots deep within the annals
of history. The word cosmetic has been given this modern name lately.
Through regular and formal use of cosmetics has gained momentum now, it
has been in some form or other since a long time.

To cite an example of the long usage of cosmetic, the cosmetics depict

had found its origin in China in the 4th century BC.

Indian too has not remained far behind in the development and frequent
usage of cosmetics. Household utility like haldi, chandan, basan uptoon
have been used centuries to preserve the natural beauty of skin. The reason
for their usage was adequate availability of pure material, apt knowledge of
natural formulation and virtually zeros effects.

The cosmetics industry, which started glowing in the early 1990s, is

expanding
exponentially. With more women and men becoming conscious of their
and
willing to spend on their grooming, this industry has been growing at

20-25
percent the last few years. No 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. The enormous growth in this segment has not
only attracted many MNCs but also provided space for many Indian
companies to foray or expand their product range.

Chapter 2
GROWTH
TRENDS
AND
PROSPECTS
An ORG-Marg study reveals that while most FMCG products were affected
by the general slowdown, this segment witnessed relatively good growth in
volume and value 2001. Not only have more people started using
cosmetics, they are also willing to pay more to look and feel good. The
penetration rate is higher in the

skin-care

segment

compared

to

lipsticks. While volume growth has remained low, at 3 percent, in the

case of lipsticks, much of the value growth ha come from price rises.

This not only means that consumers are willing to spend the extra bit to
look
and feel good, but also indicates the constant up gradation from mass
to
premium products. Though mass products still constitute a major portion of
the
market, a certain segment is obviously ready to upgrade to the next
category

as

disposable incomes rise. Increased media exposure, 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. The growth trends definitely
send
positive signals about the industry prospects. With numerous players
fighting
for market share, is the industry really big enough and the growth high
enough

to accommodate all the players? What makes a player tick and create a niche
for itself in the market? These questions need to be pondered upon before
jumping to conclusions about the industry's prospects.
Value growth

Value growth

Price growth

Skin Care

11

Lipsticks

13

Though most players see huge opportunity in this industry, what would
actually
work wonders for the players is strong brand promotion, good
distribution
network, constant innovation and quality improvement, the ability to
provide

variety of products and introduce affordable products without compromising

on
quality.

Cosmetics are still seen as elitist products and may be the last thing on
an
average Indian consumer's mind. Though the low penetration levels for
most

cosmetic products suggest much potential, the market for cosmetic

products
may remain a niche market, accessed by a small proportion of the
consumers.
Despite the tall claims, the actual growth prospects would be limited to
this
extent.

From the investment perspective, though many big listed companies

have

presence in the various sub-segments of the industry, HLL is the only

listed
company that has a visible presence across all segments. Being a
diversified
large company, the turnover from this segment may be too small for
HLL

to

affect investment decisions. As to the recent entrants such as Dabur and

Dr.
Morepen, it may be a while before their financials reflect the dynamics of
this
industry. The other listed players are Emami and J.L. Morison (India).
Despite
their good financial track records, investing in these stocks may be highly
risky
for a retail investor as low traded volumes and equity base characterize
the
stocks.

Chapter 3
COSMETIC

The cosmetic segment primarily comprises of colour cosmetics

(Face,

eye,

lip

and nail care products), perfumes, talcum powder and deodorants. All these
are
very small segments. Talcum powder is the most popular cosmetic
product

in
India. This market is estimated at Rs.3.5 bn and is yet growing at 10-12% in

pa.
Awareness is very high at 80% with a penetration of 45.4% in urban areas
and
25.2% in rural areas. Pond's dominates the talcum market with a 70%
share

following by Johnson & Johnson, which has a 15% market share.

Attar and alcoholic perfumes each account for 50% of the fragrance

market
estimated at Rs. 3 bn. In the alcoholic perfumes market, 1/3rd represnted
an unorganized, with the balance largely imported. The June

98

budget halvd duties to 50R Lakme ha a minor presence in the segment.

Perception of damage to skin on account of chemical ingredients restricts
usage of face care products. The nail polish market is the largest at Rs.2530%.

Deodorants have a very negligible presence in the Indian market an

estimated

of

Rs. 0.3 bn. Wordwide, deodorants is the largest market followed by skin
care,
shampoos and toothpaste. HLL has launched a couple of products in
this
segment.

MARKET SEGMENTATION
The Indian market can be segmented in terms of product category and
price. Again oral care, hair care shampoos & oils, skin care, soaps and
distribution network may divide the product categories. s

ORAL CARE
The oral care market can be segregated into toothpaste

(60%),

toothpowder
(23%) and toothbrushes (17%). While 60% of toothpaste is sold on the
family
platform, around 35% is sold on cosmetic propositions. On the other
hand,
while toothpowder accounts for 52% of the market, red toothpowder
accounts
for 40% and black toothpowder accounts 8%. The penetration level of

toothpaste/powder in urban areas

3 X that in the rural areas. Traditional

materials such as neem and tobacoo are popular for cleaning in the rural areas,
Frequency of usage for toothpaste is only 1.5 times among other consumers,
compared with 2 times in the developed world. Per gm in Thailand.

HAIRCAREOILS
The hair oil market is huge, valued at Rs.6 bn. Due to the varied
consumption habits of consumers across the country, where coconut oil
and edible oil are interchange used, the size of the market is likely to be
higher than estimated. More importantly, the market is growing at an
impressive 6-7% in volume terms despite the high penetration level.

Usage of hair oil is a typical Indian habit with 50% of the population
out of which some perceive that massaging the head with hair oil has a
cooling impact. The penetration of hair oil is fairly high at around 87%
and evenly distributed among the urban and rural areas.

HAIR CARE SHAMPOOS

The shampoo market in India is valued at Rs.4.5 bn with the penetration
level at 13% only. The market is expected to increase due to lower
duties and aggressive marketing by players Shampoo is also available in a
sachet, which is affordable and makes up to 40% of the total shampoo sale.
The Indian shampoo market is characterized by a twin benefit
platform; cosmetic and antidandruff. It is basically an upper middle class
product, as more than 50% of the consumers use ordinary toilet soap for
washing hair.

While the awareness level is high, the penetration level is very low even in
the metros, which is only 30%. Urban markets account for 80% of
the total shampoo market; the penetration level is rapidly increasing due
to decline in excise duty, which was 120% in 1993 to 30% currently.

SKINCARE
The skin care market is at a very nascent stage with basic requirements 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.

While the awareness rate is high in both urban areas accounting for 60R
and rural areas accounting for 30% the penetration level is low for
both. This 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.

Since the market is at a very nascent stage with very low penetration
levels, the growth rates are expected to be higher at 24-255 over the next
five years. New players such as Avon and Oriflame have entered the

market with the natural ingredient benefit platform, which could further
spur growth.

SOAPS
The product categories can be classified into three segments; premium
(Lux,
Dove), popular (Nirma, Cinthol), and economy (Nirma Bath, Lifebuoy).
The
price differential between the premium and economy segments is about 2X.
The
popular and economy segments account for about 4/5ths of the entire
market

for

soaps.

Penetration of toilet soaps is high at 88.6%. However per capita

consumption levels remain low India's per capita consumption of soap at
460 gms per annum is lower than that of Brazil at 1,100 gms per annum.
DISTRIBUTION NETWORK :
Soaps are available in 5 ml retail outlets in India, 3.75 m of which are in
the rural areas. Therefore availability of these products is not a problems
75% of India's population is in the rural areas; hence about 50% of the
soaps are sold in the rural markets.

PRICE SEMENTATION

Price is common basis for segmenting the cosmetics market. The

market segments formed accordingly now describe:

POPULAR SEGMENT
The sector is divided into two distinct segments-the premium segment
catering mostly to urban higher/upper middle class and the popular
segment with prices as low as 25%-30% of the premium segment ,
catering to mass segments in urban and rural markets. The premium
segment is less price sensitive and more brand conscious.

ECONONY SEGMENT
India's rural markets have been a lot of activity in the last few years.
Since penetration levels are pretty high in most categories, future growth
can come only deeper rural penetration. FMCG majors are aggressively
looking at rural India since it accounts for 70% of the total Indian
households.

Chapter 4
GY

CONSUMEROLO

The term consumer is often used to describe two different kinds of

consuming entities; the personal consumer and the organizational consumer.

The personal consumer buys goods and services for is or her own (e. g.
soap,
shampoo etc.) for use of the household (e.g.TV VCR or car) or as a gift
for

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.

The organizational consumer buys goods and services in order to run

their organization. Manufacturing companies buy raw material etc. to
manufacture and sell their own products. Institutions buy the material
they need to maintain themselves.

UNDERSTANDING
CONSUMEROLOGY
IMAGE SELLING
Whenever a consumer purchase a product, he is not just buying a brand.
He is also buying an image that is associated with the brand. Every
marketer, and marketing company, operates with the sole objective of
crafting an array of

image, and reinforcing this diverse image in a contextual 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. When 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. This image,
when confronted by a need state translated itself into a purchase decision.
During this period, the consumer is creating a relationship with the
brand which, depending on is consumption experience, determines the
future-buying pattern of the consumer. A series of good repeat purchase
experience gives you a local customer.

CONSUMER BEHAVIOUR
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 expect will satisfy their needs.
They study of consumer behaviour is the study of how individual make
decision
to spend their available resources viz. Time, money and effort on they buy
from,
where they buy it, how often they buy it and how often they use it. Take the
case of consumer durable e.g. the T.V. set. What features they look for?
What is the reason for buying particular T.V. Set? How likely are they to
replace their old

models when new models with added features become available?

The answer to such question can only be found through consumer

research that provide. TV manufacture with important product
scheduling, design modification and opting final strategy.

Although this study focuses on how and why consumers make decision to buy

T.V Consumer behavior and considers the uses consumers make of the good
they buy and then subsequent equations. For example, a buyer may experience
dissatisfaction to friend, and in turn influence his friend future TV purchase
decision or may vow never to buy same brand or model again, prescribing his
own future selection decisions. Each of these possible consequences of
consumer post purchase strategies into their promotional campaigns.

NEED OF CONSUMER
BEHAVIOUR STUDY
For marketers, it is important for us to decide to whom to direct the
promotional efforts by recognizing 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.

The initial thrust of consumer research was from a managerial

perspective;
marketing manager wanted to know the specific causes of consumer
behavoir.

They also wanted to know how people receive, store and use
consumption
related information, so that they could design marketing strategies to
influence
consumption decisions. They regarded the consumer behavior discipline as
an
applied marketing science; if they could predict consumer behavior, they
could
influence it.

DEVELOPMENT OF THE
FIELDS OF
CONSUMER BEHAVIOUR
There 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. The size of the consumer market in this country highly
diversified. Even in industrial markets, where needs of good and services
are always homogeneous than in consumer markets,
exhibiting

diversified

preferences

and

less

buyers

are

predictable purchase

behavior.

To 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. To 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.

The growth of consumer movement created an urgent need to understands

how
consumers make consumption decision e.g.
sources

in order to identify

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 organizations have recognized 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.

FACTORS
INCLUENCING
BUYING
BEHAVIOUR
PSYCHOLOGICAL
FACTORS
Diversity in human behavior often causes us to look the fact that
people

are

really very much alike. Psychologists and consumer behavior agree that
most
people tend to experience the same kinds of needs and motives, they
simply
express these motives in different ways. For, this reason an
understanding
human

of

psychology is very important to market place. The human

psychology is

major factors that influence the buying behavior of the consumer. Under
the
psychological factors the following points are taken into consideration
HUMAN NEEDS
MOTIVATION
PRECEPTION
LEARNIGN
ATTITUDE

OBJECTIVE OF THE STUDY

Objectives are the route map of any research. Without setting objectives
any research would be meaningless and all the efforts of the researcher
will go in vain. The objectives of this project titled "consumer
behaviour regarding purchase of cosmetics" were:
1) Finding major factors

that influence the purchase decision of

consumers
to purchase cosmetics.
2) To find out the variety of cosmetics, the women and students prefer most.
3) The brands, which are popular for the particular type of product.
4) The expenditure and the frequency of using the cosmetics.
5) Determining the

sources

from where the women get the

information
about cosmetics.
6) Consumer perception towards the cosmetics ads.
7) Whether they are influenced and inspired by the ads.

Chapter 5
RESEARCH
METHODOLOGY
Problem Formulation:
It has normally observed that most of the marketers are spectacle
about consumers in India. Each company tries to provide more information
about their products for consumers. Very few companies are really
providing information according to the requirement of Consumers. They
look for bargaining and lack of proper advertisement about products.

Thus being a BBA student I felt, I should study the effectiveness of

information of the product of cosmetic consumers in depth. Another side
of coin is that cosmetic market in India is growing rapidly and enormous
untapped potential lies there. Thus also motivated me for selecting my topic
of study as "Consumer buying behaviour regarding Cosmetic in Yamuna
Nagar City".

Research Methodology:
Market research methodology is as old as the marketing is without which
it is almost impossible to reach at any tangible decision. Although 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.

There is a very
half

famous quote "if you are confident of doing something,

of

the work is done". And confidence comes when you have a proper
framework

for the particular job . Hence to carry out any work of necessary to chalk
out a framework.

To 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.

The purpose of the research is to discover the answers to the questions

through the application of scientific procedures. Though each research
study has its own scientific objectives, we may think of research
objective as falling in to a number of following broad groupings:
1) To gain familiarity with a phenomenon or to achieve new insights into it.
2) To portray accurately the characteristics of particular individual situation.
3) To determine the frequency with which something occurs or with

which
it associates with something else.

Nature of the project:

The project assigned to me was the "Consumer buying behaviour
regarding
Cosmetic in Mohali". The consumers survey was conducted in
Mohali area. Data is collected people who are living in Yamuna Nagar
area.

Survey Planning:
Planning is the most essential part for a successful survey. A right approach
has to be decided before heading forward keeping in mind the objective.

Due consideration has to be given at this stage towards:

1) Purpose of the survey
2) Scope of the survey
3) Units of the data collection
4) Sources of data

5) Techniques of data collection

6) Degree of accuracy desired
7) Miscellaneous consideration

SAMPLING PLAN:
Sample Size
Consumer (100)

Survey Methodology
Collection of Data:
This is the first step of the process. It forms the foundation for the
whole of statistical analysis. Faulty data can lead to unreliable conclusions
so most care is required while collecting the data.

Nature of data collection:

Primary Sources of data
Secondary sources of data Area Covered
Area Covered

: Interview and Questionnaire

: Internet and Magazines
: Mohali

Instrumental Survey

: Questionnaire

Types of Questions

: Close Ended/Open Ended

b) Organizing the date:

Collected data are meaningless unless presented in a proper manner

to make them useful in decision making. The data obtained is
edited, classified and put in as tabulated form to make it
understandable.

c)

Presentation:
After collecting and analyzing the data, it is ready for presentation.
There
are different modes of presentation including charts, diagrams and
graphs
etc. The 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.

d)

Analysis of data:
Having gathered the data, the researcher has to proceed towards
drawing conclusion by logical inference. At this stage, the data is
in a tabulated form and requires to be interpreted. With SPSS
Software to analysis the data. Thus, analysis involves the
refinement and manipulation of data. It basically involves.

Bringing the raw data in to measured

data. Summarizing the data.
Applying analytical methods to manipulated the data so that
their interrelations and quantitative meaning become evident.
Tools of Analysis: Percentage and Bar Diagram.

e)

Interpretation:
Interpretation means to bring out the meaning of data or convert
into
.
information. The climax of the research process is approached as
one
prepares to draw conclusion for the data analyzed. The

whole
investigation culminates reaches in drawing inference that
leads to

conclusion. This phase calls for a high degree of interpretative skill

both quantitative and logical.

ANALYSIS OF RESPONSES GIVEN BY

STUDENTS,
NON-WORKING AND WORKING WOMEN
Q.1 USAGE OF COSMETICS
Product

Students

Non-working

Working

Shampoo

54

32

14

Eye Liner

40

20

Kajal

Face Wash

42

10

Moisturizer

34

20

Muscura

Compact

14

Conditioner

Bleach Cream

20

18

12

Astringent

16

Cleansing Milk

36

20

Foundation

12

Lipstick

50

24

12

Perfume

30

16

10

Deodorant

44

12

12

Nail Paint

48

Cream

34

For Students

Shampoo
Nail Paint

Eye Liner

Cream

Kajal

Deodorant

Face Wash

Perfume

Moisturizer

Lipstick
Foundation
Cleansing Milk

Muscura
Compact
Conditioner
Bleach Cream
Astringent

Non-working

Nail Paint
Deodorant

Cream

Shampoo

Perfume

Eye Liner

Lipstick

Kajal

Foundation
Cleansing Milk

Face Wash
Astrin
gent

Moisturizer
Muscura
Compact
Conditioner
Bleach Cream

Working

Cream
Nail Paint

Shampoo
Eye Liner

Deodorant

Kajal

Perfume

Face Wash

Lipstick

Moisturizer

Foundation
Cleansing Milk
Astringent

Muscura
Compact
Conditioner
Bleach Cream

THE POPULAR BRANDS AMONG

Product
Shampoo

Students
Sunsilk, Pentene

Non-working

Working

Clinic Plus,

Clinic Plus,

Sunsilk

Vatika

Eye Liner

Lakme

Lakme

Lakme

Kajal

Lakme

Lakme

Lakme

Face Wash

Ponds, Pears

Ponds

Ponds, Pears

Moisturizer

Ponds, Pears

Ponds

Ponds, Pears

Muscura

Lakme

Lakme

Revlon, Lakme

Compact

Lakme

Lakme

Lakme

Conditioner

Ultura Doux

Ultra Doux

Ultra Doux

Bleach Cream

Fem, Joilen

Fem, Jolen

Fem, Jolen

Ayur

Ayur

Ayur

Lakme, Ayur

Lakme, Ayur

Shenaz, Ayur,

Astringent
Cleansing Milk

Lakme
Foundation

Lakme

Lakme

Touch, Revlon

Lipstick

Lakme

Lakme Relon

Lekme, Revlon

Perfume

El-Paso, Elle

Rexona, Do-it

Charlie, Oriflame

Deodorant

Elle-18 Rexor

Rexona

Elle-18, Fa,
Ponds

Nail Paint

Revlon, Lakme

Revlon, Lakme,

Alpha, Lakme

Alpha
Creams

Charmis F & L

Ponds Nivea

Nivea, Ponds

Q2. TYPES OF COSMETIC USED:

Type

Students

Non-working

Working

Branded

40

24

Local

14

STUDENTS

L
o
c
a
l

2
6
%

Branded
74%

The survey shows that students use branded cosmetics.

NON-WORKING

L
o
c
a
l

4
3
%
Branded
57%

The survey shows that non-working women use branded cosmetics.

WORKING

L
o
c
a
l

2
5
%

Branded
75%

The survey shows that working women use branded cosmetics.

Q3. REASON FOR USING COSMETICS:

Reason

Students Non-working

Working

To improve your personality

26

Social influences

10

Fashion and status symbol

Health point of view

Psychological satisfaction

10

Students

Psychological
satisfaction
19%
To
impr
ove
your

pers
onal
ity
48%

Health point of
view
15%
Fashion and status
symbol
9%
Social influences
9%

The survey shows that students buy cosmetics, keeping in mind health and

personality improvement. Fashion and status and social influences do not

cater much.

Non-working
Psychological
satisfaction
13%
Health point of
view
13%
Fashion and
status symbol
16%

To improve
your personality
28%

Social
influences
30%

The survey shows that the non-working buy cosmetics for their
psychological satisfaction and health.
Working
Psychological
satisfaction
14%
Health point of
view
7%

To improve your
personality
44%

Fashion and status

symbol
14%
Social influences
21%

The survey shows that working women buy cosmetics to improve

the personality and they are also effected by social influences.

Q4. PERCEPTION ABOUT COSMETICS:

Perception

Students

Non-working

Working

Luxury

10

Necessity

36

24

10

Both

Students
Both
15%

Necessity
66%

Luxury
19%

The survey shows that students perceive cosmetics to be a necessity.

Non-working

Both
6%

Necessity
75%

Luxury
19%

The survey shows that non-working perceive cosmetics to be necessity.

Working
Luxury
14%

Both
14%

Nec
essit
y
72%

The survey shows that working women perceive cosmetic to be a necessity.

Q5. FACTORS BEHIND BUYING DECISION

Factors

Students

Non-working

Working

Brand

40

Price

48

12

Quality

24

10

Packaging

Ease of Use

14

Availability

20

Students
Availability
13%
Ease of Use
9%

Brand
26%

Packaging
4%
Quality
16%

Price
32%

The survey shows that students consider price and brand name to an
important determinant in buying cosmetics.

Non-working
Availability
11%
Ease of Use
17%
Packaging
6%
Quality
11%

Brand
22%

P
ri
c
e
3
3
%

The survey shows that the non-working women consider brand name price
and ease of use to be an important determinant in buying cosmetics.

Working
Availability
6%
Ease of Use
6%
Packaging
13%

Quality
33%

Brand
26%

Price
16%

The survey shows that the working women consider quality and brand
name to be important determinant in buying cosmetics.

Q6. SOURCE OF INFORMATION

Sources

Students

Non-working

Working

Beautician

34

10

Doctors

Shop-keepers

Friends

48

16

Media

30

24

12

Students

Media
24%

Beautician
27%
Doctors
6%

Friends
40%

Shopkeepers
3%

The survey shows that friends and beautician are sources that make
students aware of cosmetics.

Non-working
Bea
utici
an
18%
Media
42%

Doctors
7%
Shopkeepe
rs
4%
Fri
en
ds
2
9
%

The survey shows that media and friends make non-working women
aware of cosmetics.

Working
Bea
utici
an
23%
D
o
ct
or
s
0
%
Media
46%

Shopkeepers
0%
Friends
31%

The survey shows that media and friends influence working women.

Q7. OUTLETS FOR PURCHASE:

Outlets

Students

Non-working

Working

General Stores

46

24

10

Exclusive

Beauty Parlours

28

Cosmetic Stores

14

Cosmetic

Students
Cosmetic
Stores
15%
Beaut
y
Parlour Exclusive
Cosmetic
s
4%
30%

General
Stores
51%

The

survey shows that student generally buy cosmetics from general

stores and parlors.

Non-working
Cosmeti
c
Stores
13%
Beauty
Parlours
13%
Exclusive
Cosmetic
0%

General
Stores
74%

The survey shows that non working women largely buy cosmetics from
general stores.

Working
Cosmetic
Stores
13%
Beauty
Parlours
20%
Exclusive
Cosmetic
0%

General
Store
s
67%

The survey shows that working women buy cosmetics from general stores.

Q8. EXPENDITURE ON COSMETICS:

Expenditure

Students

Non-working

Working

0-50

50-100

32

12

100-150

10

150-200

More

10

Students
More
11%
150-200
7%

0-50
15%

100-150
7%
50-100
60%

The survey shows that students spend Rs. 50-100 monthly on cosmetics.

More
0%
150-200
7%
100-150
36%

Non-working

0-50
14%

50-100
43%

The survey shows that non working women spend on an average Rs. 50100 on cosmetics.

Working
50-100
0%

100-150
0%
0-50
0%

150-200
29%

More
71%

The survey shows that working women spend on an average Rs. 150200 on cosmetics.

Q9. EFFECT OF COSMETIC ADVERTISEMENT:

Effect

Students

Non-working

Working

Help

36

Not Help

18

24

Students

Not Help
33%
H
e
l
p
6
7
%

The survey shows that advertisement help many students to decide on

type and specific brand of cosmetics.

Non-working
H
e
l
p

2
5
%

Not Help
75%

The survey shows that housewives are generally not influenced by

cosmetic advertisements in deciding type and specific brand of cosmetics.
Working

Not Help
43%
Help
57%

The survey shows that cosmetic advertisements play a role in helping

working women to choose on specific brand and type of cosmetic.

Q10. TYPE OF COSMETICS:

Type

Students

Non-working

Working

Herbal

40

22

10

Non-herbal

14

10

Students
Non-herbal
26%

H
e
r
b
a
l
7
4
%

The survey shows that students preferred to use herbal cosmetics.

Non-working

Non-herbal
31%

H
e
r
b
a
l
6
9
%

The survey shows that most of the non working women use herbal cosmetics.

Working

Non-herbal
29%

H
e
r
b
al
7
1
%

The survey shows that working women prefer herbal cosmetics.

Q11. BRAND SWITCHING

Attitude

Students

Non-working

Working

Change

34

22

10

Not change

20

10

The survey that students generally change their present brand.

Students

Not change
37%
C
ha
ng
e
63
%

The survey shows that working women change their brands frequently.

Non-working

Not change
31%

Ch
an
ge
69
%

The survey shows that non - working women change their brands

Working

Not change
29%

C
ha
ng
e
71
%

Reason for Changing:

New product introduction

20%

Price change

29%

Ad-intensity

11%

Pack change

4%

Product improvement

36%

Q12. SAME BRAND FOR ALL EXISTING PRODUCT CATEGORY

Response

Students

Non-working

Working

Yes

10

10

No

44

22

12

Students
Y
e
s

1
9
%

No
81%

The survey shows that students use different brands for different product.

Non-working

Y
e
s
3
1
%

No
69%

The survey shows that non working women do not use same brand
for all cosmetics. However, a few still use same brand.

Working
Y
e
s

1
4
%

No
86%

The survey shows that a very high percentage of working women use
different brands.

Q13. EXPERIENCE OF DUPLICITY

Experience

Students

Non-working

Working

Yes

12

12

No

42

22

12

Students
Y
e
s

2
2
%

No
78%

The survey shows that a few students experienced duplicity.

Non-working

Y
e
s

3
5
%

No
65%

The survey shows that about one third of the non working women
have experienced duplicate.

Working
Y
e
s
1
4
%

No
86%

The survey shows that a very few working women have experienced
duplicity. A combined analysis shows that duplicity is being experienced.

Behaviour after experience duplicity

*

Category switching

31%

Brand switching

50%

Brand Loyal

19%

Q14. REGARDINGF

HEALTHY

IMPRESSION

ABOUT

THE
QUALITY OF COSMETICS.
Response

Students

Non-working

Working

Yes

78

56

71

No

22

44

29

Students
No
22%

Y
e
s

7
8
%

The survey shows that students think that variety of cosmetic create a
healthy impression about the quality of cosmetics.

Non-working

No
44%
Y
e
s
5
6
%

The survey shows that some non working women think that variety of
cosmetics of a particular brand does not create a healthy impression
about the quality of cosmetics.

Working

No
29%

Y
e
s

7
1
%

The survey shows that like students working women also think that
variety of cosmetics create a healthy impression about the quality of
cosmetics.

Q15. Brand Usage in the family

Brand

Students

Non-working

Working

Same

32

22

Difference

22

10

Students

Difference
41%
S
a
m
e
5
9
%

The survey shows that some families use all the products of cosmetics
of the same brand.

Non-working

Difference
31%

S
a
m
e

6
9
%

The survey shows that almost all the non working use cosmetics of the
same brand.

Working

Difference
43%
S
a
m
e

5
7
%

The survey shows that almost

half of the working women families

use cosmetics of the different brand.

16.

PRICE VERSUS UTILITY

Perception

Students

Non-working

Working

Yes

22

20

10

No

32

12

Students

Y
e
s

4
1
%
No
59%

The survey shows that students do not think that price is consummate with
the utility they offer.

Non-working

No
38%
Y
e
s
6
2
%

The survey show that non working women think that price is consummate
with the utility they offer.

Working

No
29%

Y
e
s
7
1
%

The survey shows that like working women also think that price is
consummate with the utility they offer.

SUGGESTIONS
Marketers should try to create brand loyalty by special
changes in product.
They should try to generate positive word of mouth by delivering
quality products.
Duplicity should be checked as per standards.
Proper attention should be given to make cosmetics free of aftereffects.
For the promotion purposes, more attention to be given to general
and cosmetic store.
As media plays an important role. TV and magazines should be
properly exploited.
Celebrities and beauty consultants should be included in
advertisements for making them more effective.

BIBLIOGRAPHY
BOOKS
Philip Kotler, "Marketing Management".

Schiffmean Leon, knouck. Leslie, "Consumer Behaviour' (Prentice

hall of India Pvt. Ltd.)

MAGAZINE
Advertising and marketing
Reader Digest

WEBSITES
www.googlesearch.com
www.khoj.com

CONSUMER BUYING BEHAVIOUR AS REGARDS COSMETICS

1)

Do you use cosmetics?

(Yes/No)
if yes, then please specify their name below

2)

Which cosmetics do you use?

Branded

Fashion and status symbol

Health point of view

Psychological satisfaction

Luxury

Necessity

Both

Local
3)

5)

Reasons for buying and using cosmetics are

To improve your personality.
( )
Social influences

4)

What is your opinion about cosmetics?

What factors do you consider while purchasing cosmetics?

Brand

Price

Quality

Packaging

Ease of use

 Availability
6)

What are the sources that make you aware of cosmetics?

Beauticians

Doctors

Friends

Media

General stores

Exclusive cosmetics stores

Beauty parlors

Shopkeepers

7)

From where do you purchase cosmetics?

Cosmetics stores
8)

How much on an average do you spend on cosmetics?

0-50

50-100

100-150

150-200

More

9)

Do you think cosmetics advertisements help you to decide on type

and specific brand of cosmetics? If yes recall.

10)

What type of cosmetics do you like to buy?

A) Herbal
B) Non Herbal

11)

(
(

Do you regularly use the same brand of cosmetics or change the bran
frequently? If yes, then reasons for changing.
Prince change

Advertising intensity

Any other

New brand introduction

Product improvement
Package changes

12)

Do you use the same brand of cosmetics for all the existing product
categories in cosmetics?
(Yes/No)

13)

Have you eve experienced any inferiority/duplicity in cosmetics you have

purchased. If yes, how has that influenced your buying behaviour?
Brand switching

Category switching

Brand loyal
Any other

14)

Does variety of cosmetics of a particular brand create a healthy

impression on your mind about the quality of cosmetics?
(Yes/No)

15)

16)

Does all your family members use same brand/ type of cosmetics
Same

Different

Do you think that the price of cosmetics in general is consummate with

the utility they offer?
(Yes/No)

Name
Age
Profession
Address