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.

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 skincare 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 a
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 a
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.

COSMETICS
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 b 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.25-30%.

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 Tahiland.

Given the low per capita consumption and penetration rates, toothpaste demand is
mainly being driven by the overall market growth of 8-10.The rural segment is also
tooth powder growth.

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.

GROWTH
High consumer awareness and penetration levels will enable the market to grow at
an average 8-10% per annum with slightly higher growth in the rural areas.
Higher penetration stems from popularity of low-cost detergents. Hence, besides
increase in per capita consumption, there is tremendous scope for movement up the
value chain.

HLL, Nirma and P&G are the major players in the market with 40%, 30% and 12%
share, respectively. While HLL dominates the premium segment, Nirma is the
leader in the popular segment.

CONSUMER
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 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.

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.

CONSUMEROLOGY
Once that real understanding of a brand's drives through an identification of the
unique associative image in obtained, in then becomes the task of the brand
Consumerology to craft relevant fit for the brand into the consumer-selected
image. From 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.

Having identified the image solution, the next task is to deliver it through the
variables of marketing like packaging, pricing, distribution, merchandising,
promotion and advertising. The most important aspect of Consumerology, and
image solution, is that they never dormant. Imagery, being everything is
constantly changing, so do the image solutions. Thus, these image solutions are
a function of listening to the consumer. They 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.

So, 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 experiential biases of the
solution creators.

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, buyers are exhibiting diversified preferences and less 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. 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 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 of
human

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

HUMAN NEEDS
Very individual has some needs some are innate, others acquired. Every person
made purchase according to his needs e.g. purchase of food to satisfy need to
hunger, purchase of car to satisfy ego needs.

As far as the purchase of T.V. is concerned, it has become the needs of every
individual besides he belongs to any income group or social class.

MOTIVATION
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.T.V.

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.

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 MBA 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

famous quote "if you are confident of doing something, half 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 Yamuna Nagar City". The consumers survey was conducted in
Yamuna Nagar 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

Interview and Questionnaire

Secondary sources of data

Internet and Magazines

Area Covered

Yamuna Nagar

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.

FINDING

In the present scenario, all the females use cosmetics. However the
number of cosmetics used varies. The highest response is being shown by
working women, next by students and least by non-working women.
Nearly, all the females use branded products.
Cosmetics are generally used for improving there looks and personality.
Using 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
quality. Packaging and ease of use do not hold much significance. This is
true for all the three categories.
Friends 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.
Working women spend more on cosmetics on an average than
housewives and student.

 Cosmetics have after effect though their frequency is very les. But to
satisfy their short term need they are being used.
Advertisements play a role in helping customer decide on specific brand
of cosmetics. Students and working women influenced more.
Working women buy cosmetics in medium size, student in small sie and
working women in large in size.
There is trend to use herbal cosmetics. Due to the awareness, the illeffects are being considered while buying them.
Customer while purchasing cosmetics are not brand loyal.
No brand as such is providing all the popular products in cosmetics.
Duplicity although very less is being experienced 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 extent.
Price of cosmetics is found to be consummate with the utility it offers.

PREFACE

Consumer behaviour is the key factor affecting the today's 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 to have an edge over competitors,
marketers have realized 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 MBA 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 buying preferences tastes choices have changed and they have
become more conscious. Change in consumers perception has lead to 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
(Hisar) 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.

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
Astringent

Moisturizer
Muscura
Compact
Conditioner
Bleach Cream

Working

Cream
Nail Paint

Shampoo
Eye Liner

Deodorant

Kajal

Perfume

Face Wash
Moisturizer

Lipstick
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

Local
26%

Branded
74%

The survey shows that students use branded cosmetics.

NON-WORKING

Local
43%
Branded
57%

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

WORKING

Local
25%

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 improve your
personality
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%
Fashion and status
symbol
14%

To improve your
personality
44%

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%

Necessity
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%

Price
33%

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%

Friends
40%

Beautician
27%
Doctors
6%
Shopkeepers
3%

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

Non-working
Beautician
18%
Doctors
7%

Media
42%

Shopkeepers
4%
Friends
29%

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

Working
Beautician
23%
Doctors
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%
Beauty
Parlours
30%

Exclusive
Cosmetic
4%

General
Stores
51%

The

survey shows that student generally buy cosmetics from general stores and

parlors.

Cosmetic
Stores
13%

Non-working

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
Stores
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

More
11%
150-200
7%

Students
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. 50-100 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. 150-200 on
cosmetics.

Q9. EFFECT OF COSMETIC ADVERTISEMENT:

Effect

Students

Non-working

Working

Help

36

Not Help

18

24

Students

Not Help
33%
Help
67%

The survey shows that advertisement help many students to decide on type and
specific brand of cosmetics.

Non-working
Help
25%

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%

Herbal
74%

The survey shows that students preferred to use herbal cosmetics.

Non-working

Non-herbal
31%

Herbal
69%

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

Working

Non-herbal
29%

Herbal
71%

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%
Change
63%

The survey shows that working women change their brands frequently.

Non-working

Not change
31%

Change
69%

The survey shows that non - working women change their brands

Working

Not change
29%

Change
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
Yes
19%

No
81%

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

Non-working

Yes
31%

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
Yes
14%

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
Yes
22%

No
78%

The survey shows that a few students experienced duplicity.

Non-working

Yes
35%
No
65%

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

Working
Yes
14%

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

QUALITY OF COSMETICS.
Response

Students

Non-working

Working

Yes

78

56

71

No

22

44

29

Students
No
22%

Yes
78%

THE

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

Non-working

No
44%
Yes
56%

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%

Yes
71%

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%
Same
59%

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

Non-working

Difference
31%

Same
69%

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

Working

Difference
43%
Same
57%

The survey shows that almost

cosmetics of the different brand.

half of the working women families use

16.

PRICE VERSUS UTILITY

Perception

Students

Non-working

Working

Yes

22

20

10

No

32

12

Students

Yes
41%
No
59%

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

Non-working

No
38%
Yes
62%

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

Working

No
29%

Yes
71%

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