Empirical Analysis of Youth Intention to Purchase Organic Cosmetic Brands

A
DISSERTATION REPORT
Submitted in Partial fulfillment for the Award of the degree of

MASTER OF BUSINESS ADMINISTRATION

By

Divya Kapoor
Under the guidance OF PROF. SREEJA BHATTACHARYA

DECLARATION

I hereby declare that the project work entitled Empirical analysis of intention to purchase organic cosmetic Brands submitted to the Christ University Institute of Management, Bangalore is a record of an original work done by me under the guidance of Prof. Sreeja Bhattacharya , mentor for the project and this project work has not performed the basis for the award of any Degree or diploma/ associate ship/fellowship and similar project if any.

By:
Divya Kapoor, 0921243, 2nd Year, MBA (Marketing), CUIM, Bangalore.

CERTIFICATE FACULTY GUIDE

This is to certify that the Project titled Empirical analysis of intention to purchase organic cosmetic Brands is a bonafide work of Divya Kapoor carried out in partial fulfillment for the award of degree of MBA from Christ University Institute of Management, Bangalore under my guidance. This project work is original and not submitted earlier for the award of any degree diploma or associate ship of any other University / Institution.

Submitted to:

Prof. Sreeja Bhattacharya Faculty Decision Sciences CUIM, Bangalore

Place: Bangalore Date: 11-03-2011

ACKNOWLEDGEMENT
I would like to extend my sincere thanks to people, those who helped and supported me during the course of this project work.

I express my deepest gratitude to Prof. Sreeja Bhattacharya, the Mentor for the project for guiding and inspiring us throughout. She has been a constant source of encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject.

I would also thank our institution, Christ University Institute of Management, Bangalore and my faculty members without whom this project would be a distant reality.

Last but not the least I am also thankful to all the respondents who took their precious time out to provide valuable inputs to this study.I am also deeply indebted to all those who in their little ways have helped in the successful completion of the project.

ABSTRACT

The Ogilvy blog states that The consumers in India are easing into sustainability consciousness by way of soft-sustainability trends like buying all natural, pure, and, organic products. And surprisingly, it tends to be the countrys middle-income majority rather than the consumer elite who are willing to pay the premium, unlike the case in Western markets and other emerging markets.Buoyed by a longstanding traditional of herbal remedies, Asia is the second largest market for natural personal care in the world. This study is intends to capture the attitude, perception and intention to purchase organic cosmetic brands among the youth of India(fastest growing segment in cosmetics).The study brings out some interesting insights like consumers give greater importance to herbal positioning of brands rather than brand credibility for established brands, organic cosmetics are perceived to be more effective than chemical based ones etc. The study gives a positive indication towards consumer intention to buy brands based on effective herbal positioning sidelining price and availability etc. Apart from such insights the study also brings out what factors influence cosmetic purchase and which brands are have highest brand recognition and which brands are most liked in the personal skin care segment. KEYWORDS : Sustainability, Organic Cosmetics, Perception, Intention to Purchase, Brand Recognition

CONTENTS

CHAPTER 1 : INTRODUCTION 1.1. Genesis of Problem 1.2. Need for the Study 1.3. Overview of the Study CHAPTER 2 : REVIEW OF LITERATURE 2.1. Introduction 2.2. Organic Cosmetics Global Scenario 2.3 Organic Cosmetic Market Overview ( India) CHAPTER 3 : RESEARCH DESIGN & METHODOLOGY 3.1. Objective of Study 3.2. Scope of Study 3.3. Data Collection 3.4. Tools and Techniques used for Analysis CHAPTER 4 : DATA ANALYSIS & INTERPRETATION 4.1. Descriptive Statistics 4.2. Factor Analysis 4.3. Major Findings 4.4. Limitations of Study BIBLIOGRAPHY ANNEXURE Questionnaire

INTRODUCTION

GENSESIS OF PROBLEM

The Indian herbal care market is currently valued at $630 million, and the pull of products in this category is so strong for consumers that beauty giants such as LOral, Este Lauder and Unilever are looking to extend their presence in the market. Este Lauder, for example, bought a stake in the popular ayurvedic beauty brand Forest Essentials in 2008, and LOral is scouting the market for an ayurvedic line to acquirereportedly the Biotique brand is on its radar. Unilevers Indian arm, Hindustan Lever, has extended its presence in the natural care market by launching a range called Ayush, a line of ayurvedic beauty and health products. It has also opened a chain of ayurvedic therapy centers under the Ayush brand. Also established players in this segment like Himalaya, Vicco etc. are also vying to woo the middle class and upper middle class segment. The Rs 1,200-crore herbal cosmetics market is expected to grow by 8% while the cosmetic market . Not only has fast moving consumer goods (FMCG) major Dabur India Ltd (DIL) already made clear its intention to revive interest in this category by launching skincare products, other smaller players are also flexing their muscles to gain a toehold. The market for naturals in Asia is expected to surge by a nearly 14% CAGR through 2015, buoyed by rapidly increasing urban population and greater awareness of natural products, especially in China, India, and Indonesia. Renewed interest for natural productsand a change in the perception of naturals from that of cheap alternatives to mass brandsis creating healthy competition and encouraging domestic brands to invest in research and development to improve product quality The organic cosmetic has proved to be a profitable proposition in the premium segment. However, with youth as the fastest growing segment in cosmetic space, weather the organic cosmetics can play a volume game apart from the tested value game, is yet to be known. The study tries to validate weather the rage for organic cosmetics among youth a mere fad or a harbinger of a golden opportunity.

NEED FOR THE STUDY

The organic cosmetic segment is perceived as premium and has proved to be a profitable proposition for the premium and ultra premium segment with brands such as Body Shop, Lush, Shahnaz Hussain doing good business in the Indian markets as being niche. Also there are brands such as Himalaya, Vicco, dabur and even line extentions of the established cosmetic brands such as Fair and Lovely Ayurvedic, targeting the middle class segment. The youth which is the fastest growing segments for cosmetics in India shows positive inclination towards organic cosmetics. Organic cosmetics also have roots in Indian tradition which enhance the possibility of organic cosmetics to replace the market share of chemical based cosmetics. However, in a scenario of great advertising budgets of established chemical brands and their market share and legacy, what are the key drivers of organic cosmetic purchase and are people really serious about the organic proposition and are willing to give a chance to such brands despite great inertia to switch skin care brands is yet to be known.

OVERVIEW OF THE STUDY

India's cosmetics and toiletries industry is tipped to grow 27 percent over 2006-2011,according to Euromonitor, due to the country's strong economic performance and youthful demographic structure. Like all emerging markets, the trends of India's cosmetics industry are expected to follow those of the more advanced countries, for example an expected growth in natural and organic cosmetics. This natural product segment is projected to grow at 8%/year, to $1.1 billion in 2009, as compared to overall cosmetic and toiletry chemicals growth of 5.7%/ year, to $7.6 billion in 2009."Natural products have become a key element of marketing strategies in the cosmetic and toiletry industry, as producers seek to impress consumers with the performance, quality, and uniqueness of their products, and to assuage concerns about product rnildness and safety," (Freedonia, 2006). With youth as the fastest growing consumer segment for cosmetics, and the parallel rage for herbal cosmetics, this study intents to establish the key drivers of herbal cosmetic purchase and weather it is a mere fad or the next big thing. This study attempts to unfold the underlying factors that lead to/restrict a consumer to buy a herbal cosmetic brand. Will organic cosmetics, proven to be a profitable and sustainable model targeting the premium segment, also turn into a profitable volume game for the fastest growing youth segment ?

REVIEW OF LITERATURE

INTRODUCTION

Every day our skin fights against pollution, stress, chemicals, food impurities and many more. This makes the skin dull, pale, rough and unclear. The only solution to skin care is the use of organic cosmetics. These are beauty products made of pure organic materials that are nature and people friendly, offering a perfectly balanced, moisturized, glowing and unbelievable clear skin. India has made a revolutionary change in the growing market for organic cosmetics and skin care products. Not only organic beauty products, India is developing a niche for the global international market for natural cosmetics, skin care and hair care products. More and more women and men are inclined towards personal grooming and changing lifestyle, reflecting an increasing demand for beauty products in India. The cosmetic market in India is growing at an average rate of 15-20% and the current size of the industry is about $950 million. Today many foreign companies are making inroads into the local Indian market for beauty products.

ORGANIC COSMETIC GLOBAL SCENARIO

In 2000, the U.S. market for natural and organic products was 190 million USD. In the years since, that figure has risen 67 percent, now topping 318 million USD. The success of niche retailers such as Whole Foods and Wild Oats has inspired larger retailers to get in on the organic and fair trade craze. You can now buy Fair Trade Starbucks coffee at Target and organic fertilizer at Home Depot. Wal-Mart has introduced Natural and Organic Bodycare Oasis displays into 366 of its North American stores. Organic lifestyle products now offer consumers more than a one-off chance to buy green. It's no longer just about hormone-free milk. Consumers are now looking for the organic imprint on everything from clothes to cars to cosmetics. "As consumers become more interested in what they're taking into their bodies, they've also become more interested in what they're applying topically to the body," Euromonitor International senior research analyst Virginia Lee recently told the Wall Street Journal. Sales growth in the beauty care industry topped 5 percent last year according to Euromonitor, a global market research firm that tracks statistics and trends in cosmetics. Demand for natural and organic products drove much of this growth. Skin care, the industry's largest sector, saw worldwide sales of over 60 billion USD in 2006. With all this money spent on organic and natural cosmetics, who is policing the industry? The U.S. Department of Agriculture's National Organic Program allows companies to label cosmetics as organic if they meet the same criteria governing its organic certification of food. But the USDA has been criticized for allowing companies to greenwash their products by incorporating organic ingredients with little or no chemical function. The Food and Drug Administration is also powerless to enforce the rules. Its website notes: "[The] FDA does not have the resources or authority under the law for pre-market approval of cosmetic product labeling. It is the manufacturer's and/or distributor's responsibility to ensure that products are labeled properly." "Under federal law, companies can put virtually anything they wish into personal care products, and many of them do. Mercury, lead, and placenta extractall of these and many other hazardous materials are in products that millions of Americans, including children, use every day. Mothers shouldn't have to worry about what is in the baby lotion they use," said Jane Houlihan, Vice President of Environmental Working Group, a nonprofit research organization. EWG runs Skin Deep, an online cosmetics safety guide that tracks nearly 25,000 products for the presence of toxic chemicals. Published reports suggest that daily makeup wearers absorb up to five pounds of harmful chemicals a year. Bad publicity has led many companies to abandon the use of common chemical preservatives such as parabens. But the reluctance of the USDA and FDA to provide effective oversight of the organic

ORGANIC COSMETIC MARKET OVERVIEW (INDIA)

India remains one of the fastest growing beauty markets globally, growing at 13% per annum and valued at $6.3 billion. As the middle-class consumer base and its disposable income grows, the market is moving nearly four times faster than the $52 billion value of mature beauty markets and twice as fast as the $270 billion global market, according to a recent report by market research firm Kline & Co. Currently, the market is importing cosmetics and toiletries and intermediate raw materials worth $120 million. The color cosmetics market currently accounts for $60 million of the total market, while skin care accounts for approximately $180 million. The study, entitled Indian Cosmetic Sector Analysis (2009-2012) from market researchers RNCOS, shows that affordability and rising consumer base were the main drivers behind the high cosmetic sales of around INR 356.6bn (5.9bn) last year, Researchers indicate the Indian cosmetic industry is expected to remain on its growth track in coming years. According to the study, the industry will grow at a CAGR of around 17 per cent between 2010 and 2013.The reason behind this growth is down to as people becoming more beauty conscious in India, due to changing lifestyles and increasing consumer awareness.

Buoyed by a longstanding traditional of herbal remedies, Asia remains the largest market for natural personal care in the world, but now ranks second to Brazil in its pace, posting doubledigit growth in 2010. Here, truly natural formulations hold a larger share at nearly one-fourth of the market, but growth in natural-inspired products is gaining strength as consumers demand mass products at lower prices. The market for organic cosmetics is projected to grow at a CAGR of around 7% during the forecast period, says "Indian Cosmetic Sector Analysis (2009-2012), a recent research report by RNCOS, Natural products account for about one-third of the total market in India, which ranks second in the region behind China in terms of overall naturals growth. The competitive pricing of domestic brands and a strong belief among consumers in the medicinal properties of ayurvedic formulations are driving growth in the segment. Also poised for double-digit growth, the market for naturals in Asia is expected to surge by a nearly 14% CAGR through 2015, buoyed by rapidly increasing urban population and greater awareness of natural products, especially in China, India, and Indonesia. Renewed interest for natural productsand a change in the perception of naturals from that of cheap alternatives to mass brandsis creating healthy competition and encouraging domestic brands to invest in research and development to improve product quality

RESEARCH DESIGN & METHODOLOGY

OBJECTIVE OF STUDY
The primary objective of the study is to find the key drivers for purchase of organic cosmetics among youth. The secondary objectives of the study include : Underlying factors which lead to cosmetic brand purchase. Willingness to pay premium for organic cosmetic brands. Comparison of exclusive herbal positioning vs a herbal line extention of an established cosmetic brand.

SCOPE OF STUDY

This study intends to find out why people are more inclined towards buying products which has ORGANIC word attached to it. Especially the peaking up sale motivated me to know more on consumer behavior towards organic cosmetics. Worldwide, more than 15% of new beauty products launched this year either claimed to be organic, ethical or all natural, according to a new study by Mintel Beauty Innovation, a big marketing research firm. In 2007, that figure was 11%. And in the US, its even higher. Almost 30% (thats one in three!) of US beauty products launched this year made some kind of organic or natural claims, up from 23% in 2007. Most consumers like the idea of companies using pure, natural ingredients in their products. But what they buy at the end of the day is not the product that is organic but the Brand that is organic. These brands throw around the words organic and all natural without explaining what they mean. They know that the public lacks knowledge about chemistry, and they totally feed on their ignorance.

The project limits its scope to the study of intention to purchase of organic cosmetics only in metro and mini metro cities and to the fastest growing consumer segment for cosmetics .i.e. youth.

DATA COLLECTION
SECONDARY DATA :
Various white papers from online Journal database namely EBSCO and JASTOR. Various research papers published in Journals namelyJournal of Consumer Marketing, Journal of Marketing Research etc. Various websites Books for marketing research namely Market Reserch by Naresh Malhotra

PRIMARY DATA :
A structured questionnaire was used for primary data collection. The sample was 129 respondents across youth segment which included working professionals, undergraduate, postgraduate and PUC students across Bangalore, Pune and Mumbai.

TOOLS & TECHNIQUES USED FOR ANALYSIS

Factor analysis has been used with the technique as Principal Component Analysis and varimax technique is used for data rotation. Also simple bar graph has been used to enhance comprehension of data after cross tabs.

DATA ANALYSIS & INTERPRETATION

DESCRIPTIVE STATISTICS
Do you think you are a brand conscious person when it comes to buying cosmetics?

INTERPRETATION : Consumers are particular about the brand they buy for cosmetics hence branding plays an important role for cosmetic products. Would you prefer a herbal based skin care brand rather than cosmetic ?

INTERPRETATION : Consumers prefer brands based on herbal/organic positioning rather than core cosmetic brands.Hence brands such as Himalaya which stand for exclusive herbal positioning are likely to have advantage rather than line extentions of existing cosmetic brands.

FACTOR ANALYSIS
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test Approx. Chi-Square of Sphericity df Sig. Communalities Initial 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .831 .354 .609 .800 .788 .552

.552 465.030 105 .000

Stick to regular brand for skin care products Will buy another brand if regular brand is not available I buy products on Shopkeepers recommendation If prices go up, I would rather buy less of my regular brand & more of low priced one I would pay more for a brand which is certified asd Herbal I usually change, due to referral by friends/family

Even if the brand offers very attractive offers, I would stick to my own brand I would pay more if the skin care brand is Herbal I would purchase skin care product from a established firm even if it is chemical based I am influenced to try skin care brands because of in store display or store staff persuation Natural skin care products are usually expensive Natural skin care brands rae more effective If Natural Skin Care brand is not expensive, they might have compromised on Quality I read the ingredients, certification etc printed on prodcut package while deciding to buy askin care brand I prefer exclusive but newer brands dedicated to Natural Skin care rather than natural line extentions of Cosmetic Brands

1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000

.756 .708 .707 .824 .761 .806 .561 .772

1.000

.513

Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Loadings % of % of Varianc Cumulativ Varianc Cumulativ Total e e% Total e e% 3.228 21.522 21.522 3.228 21.522 21.522 2.650 1.714 1.488 1.263 .970 .788 .676 .623 .458 .392 .289 .199 .166 .095 17.665 11.426 9.919 8.423 6.468 5.253 4.508 4.150 3.054 2.612 1.926 1.330 1.110 .634 39.187 50.612 60.531 68.954 75.423 80.676 85.184 89.334 92.388 95.000 96.927 98.256 99.366 100.000 2.650 1.714 1.488 1.263 17.665 11.426 9.919 8.423 39.187 50.612 60.531 68.954

Rotation Sums of Squared Loadings % of Varianc Cumulativ Total e e% 3.116 20.771 20.771 2.406 1.815 1.553 1.453 16.041 12.103 10.353 9.687 36.812 48.915 59.267 68.954

Component Matrixa 1 .309 .141 .228 -.004 .811 .164 .127 .763 -.212 2 -.684 .409 .743 -.094 .168 .457 -.698 .202 -.013 Component 3 .508 -.069 -.033 .064 .142 .498 .420 .116 .801 4 .070 .396 -.051 -.803 -.262 -.165 .149 -.257 -.068 5 -.076 -.072 .035 .377 -.117 -.203 .233 .079 -.129

Stick to regular brand for skin care products Will buy another brand if regular brand is not available I buy products on Shopkeepers recommendation If prices go up, I would rather buy less of my regular brand & more of low priced one I would pay more for a brand which is certified asd Herbal I usually change, due to referral by friends/family Even if the brand offers very attractive offers, I would stick to my own brand I would pay more if the skin care brand is Herbal I would purchase skin care product from a established firm even if it is chemical based

I am influenced to try skin care brands because of in store display or store staff persuation Natural skin care products are usually expensive Natural skin care brands rae more effective If Natural Skin Care brand is not expensive, they might have compromised on Quality I read the ingredients, certification etc printed on prodcut package while deciding to buy askin care brand I prefer exclusive but newer brands dedicated to Natural Skin care rather than natural line extentions of Cosmetic Brands

-.030 .597 .833 .421 .400 .588

.498 -.432 -.180 .433 -.185 .033

.363 -.166 -.238 .308 -.061 -.178

.410 .216 .128 .255 .366 -.245

.526 -.379 -.080 -.189 .663 .274

Rotated Component Matrixa 1 .186 .076 .294 .190 .840 .185 .012 .807 -.257 -.089 Component 2 3 .874 .158 -.284 .054 -.617 -.028 -.009 -.167 .848 -.047 .338 -.148 .273 .053 .275 .698 -.033 .205 .718 .261 4 .011 .472 .119 -.872 .022 .037 -.097 -.065 -.091 .166 5 -.089 .205 .231 -.013 -.072 .038 .162 .093 .059 .836

Stick to regular brand for skin care products Will buy another brand if regular brand is not available I buy products on Shopkeepers recommendation If prices go up, I would rather buy less of my regular brand & more of low priced one I would pay more for a brand which is certified as Herbal I usually change, due to referral by friends/family Even if the brand offers very attractive offers, I would stick to my own brand I would pay more if the skin care brand is Herbal I would purchase skin care product from a established firm even if it is chemical based I am influenced to try skin care brands because of in store display or store staff persuation

Natural skin care products are usually expensive Natural skin care brands rae more effective If Natural Skin Care brand is not expensive, they might have compromised on Quality I read the ingredients, certification etc printed on prodcut package while deciding to buy askin care brand I prefer exclusive but newer brands dedicated to Natural Skin care rather than natural line extentions of Cosmetic Brands

.486 .774 .348 .321 .654

.399 .185 -.117 .292 -.057

-.237 -.271 .444 -.404 -.173

.416 .303 .447 .063 -.193

-.370 -.088 .172 .645 .126

Rotated Component Matrix(Component Naming) a. Component 1 .186 .076 .294 .190 2 3 .158 .054 .273 .053 .275 4 .011 5 -.089 .205 .231 -.013 -.072 .038 .162 .093 .059

Stick to regular brand for skin care products Will buy another brand if regular brand is not available I buy products on Shopkeepers recommendation If prices go up, I would rather buy less of my regular brand & more of low priced one I would pay more for a brand which is certified as Herbal I usually change, due to referral by friends/family Even if the brand offers very attractive offers, I would stick to my own brand I would pay more if the skin care brand is Herbal I would purchase skin care product from a established firm even if it is chemical based

.874
-.284

.472
.119

-.617
-.028 -.009 -.167

-.872
.022 .037 -.097 -.065 -.091

.840
.185 .012

.698
-.033 .205

.848
-.047 .338

.807
-.257

.718

I am influenced to try skin care brands because of in store display or store staff persuation Natural skin care products are usually expensive Natural skin care brands rae more effective If Natural Skin Care brand is not expensive, they might have compromised on Quality I read the ingredients, certification etc printed on prodcut package while deciding to buy askin care brand I prefer exclusive but newer brands dedicated to Natural Skin care rather than natural line extentions of Cosmetic Brands

-.089

-.148

.261

.166

.836

.486

.399 .185 -.117 .292

-.237 -.271

.416
.303

-.370 -.088 .172

.774
.348 .321

.444
-.404

.447
.063

.645

.654

-.057

-.173

-.193

.126

COMPONENT NAMING :

1 2 3 4 5 INTERPRETATION :

Perception

Prior Experience Brand Credibility Price and Availability In-store Influence

Since KMO value is geater than 0.5 and sig. value less than 0.05, null hypothesis is rejected and data is suitable for factor analysis. 15 correlated variable have been reduced to 5 components. Factor 1 which is most important is made up of willingness to pay if the brand is herbal,willingness to pay premium for herbal certification, perceived effectiveness of a herbal brand and exclusive line for organic cosmetics. Factor 1 which is most imporatant and has eigen value 3.288 is named as Perception (towards Organic Cosmetics) which is strong positive perception. Factor 2 which is next most important deciding factor in purchase of an organic cosmetic brand is named as Prior Experience

 Factor 3 which is next in the hierarchy of importance is named as Brand Credibility Factor 4, lesser in importance than Brand Credibility is named as Price and Availability The least important factor that influence intention to purchase of organic cosmetics is named as In-store Influence

FINDINGS
The results indicate that environmental consciousness and appearance consciousness positively influence attitude toward buying organic personal care products. The addition of past experiences as a predictor of purchase intention and perceived behavioral control as a moderator of the attitude-purchase intention relationship. Startling insights like Consumers positive perception about herbal cosmetic is the most important factor that influences intention to purchase a cosmetic even overruling the inertia to stick to an established brand and brand credibility.

 This indicates that the youth is ready to quickly switch to organic cosmetic brands as long as they can convince about the truly organic proposition and its effectiveness. Consumers are likely to adopt organic cosmetic faster in case they are certified as organic leaving behind considerations like price, availability and brand loyalty. The consumers are likely to show greater brand loyalty towards organic brands. While the brand awareness ranks high with established skin care brands like Fair and Lovely etc.,Brand likeability is surprisingly high for organic cosmetic brands like Himalaya and BodyShop.

BIBLIOGRAPHY
I have taken references from the following sources, towards completion of this master thesis : 1. Marketing Research An Applied Orientation By : Naresh Malhotra Satyabhushan Dash 2. Journal of Consumer Research (Vol. 28, issue 1)

3. European Journal of Marketing (Vol. 33) 4. http://www.marketreserach.com/ 5. http://www.makeupandbeautyblog.com/news/why-arent-you-buyingorganic-beauty-products/ 6. http://www.organicbeautysource.com/ 7. http://www.dailyglow.com/blogs/skin-and-hair-care/the-difference-betweenorganic-and-certified-organic-cosmetics 8. http://www.green-blog.org/2009/02/12/organic-cosmetics-not-as-safe-asthey-claim-and-other-half-truths/ 9. http://cosmeticagency.com/organic-cosmetics-28.html 10.http://www.makeupandbeautyblog.com/news/organic-beauty-on-the-rise/

ANNEXURE

QUESTIONNAIRE
Study of Purchase Behaviour of Herbal Cosmetics
Men Fall in Love with What They See!, Women Fall in Love with What They Hear! So Always be Beautiful Pretty Lady n Keep Listening to the Song of Love! This Study in its small scope wants to contribute to YOUR Wellness and BeautySo Please spare some time and contribute honestly!

Q1. Do you think you are a brand conscious person when it comes to skin care products?

Yes

No

May be

Q2. Would you prefer a herbal based skin care brand rather than cosmetic? Yes No May be

Q3. Which players in the herbal skin care segment are u aware of and to what levels [ ( )Tick the appropriate box]?
BRAND Himalaya Biotique Forrest Essential Body Shop Shahnaz Hussain Joves Fair & Lovely Aroma Magic Fair & Lovely (Ayurvedic) HEARD About This Brand KNOW About This Brand TRIED This Brand USE This Brand LIKE This Brand

Q4. How do you distribute 100 points in making decisions about buying a skin care brand?( The total of all should be 100 )? Herbal/ Cosmetic Attractive Display in Store Easy Availability Brand Name Price Discounts/Offers ____________ ___________ ___________ ___________ ___________ ___________

Natural Certification Colour Fragrance Celebrity Endorsing Brand Advertisement Product Effectiveness Scales given (Eg. Garnier Light Fairness Meter) Packaging(Tube,Jar) Availability of Sachets Foreign / Indian Brand

___________ ___________ ___________ ___________ ___________ Total of All These Must be 100

____________ ____________ ____________ ____________

Referral By a Salesperson/ Beautician ____________ Referral By a Friend/ Colleague ____________

Q5. Please grade the following questions on the given 1 to 7 scale by putting a circle around the number :
(1 absolutely disagree, 7 strongly agree).

I always stick to well-known brands for skin care products If my regular brand is not available, I will buy any other brand Quite often I buy products on shopkeepers recommendation
When prices go up, I would rather buy less of my regular brand than a low priced brand Using good brands raise my self-esteem

1 1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4

5 6 5 5 5 5 6 6 6 6

7 7 7 7 7 7 7 7 7 7 7

I would pay more for a Brand which is certified as herbal.

I usually buy or change skin care brands, when advised by a family member products/companies for herbal skin care are better than Indian Foreign or friend. product/companies. If a brand other than my own offers very attractive prizes or gifts, I

5 6 5 6 5 6 5 6 5 6 5 6

still would stick to my own brand I would pay more if the skin care brand is herbal.
I would purchase skin care products from a well known brand even it is chemical based rather than herbal based product from a new brand.

I try different skin care brands to find the best for me.

2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4

5 6 5 6 5 6 5 6 5 6 5 6 5 6 5 6

7 7 7 7 7 7 7 7

Even if I am fairly satisfied with a skin care brand I will try 1 other/new brands. a new skin care brand because of in-store display or 1 I am influenced to try
store staff persuasion.

Natural Skin Care Products are usually Expensive

Natural/Herbal Skin Care Brands are more effective than Cosmetic 1 Brands If Natural Skin Care Brand is not so expensive, They may have 1
compromised on Quality. other relevant information(certification etc.) on I read the ingredients and product package while deciding to buy a skin care Brand. I would prefer an exclusive but newer Brand entirely dedicated to Natural Skin care (eg. Himalaya) rather than Natural Brands of established Cosmetic Brands (eg. Fair & Lovely Ayurvedic from Fair & Lovely) 1 1

Personal Information [ Please (

)Tick the appropriate box]

B1. Gender B2. Marital status

Male Married

Female Unmarried

B3. Monthly income (Rs.) Less than 10,000 10,000 20,000

Family

B4. Age Less than 25 25 to 35

B5. Education Secondary (class 10) pass Higher 12) pass Secondary (class

B6. Occupation Home maker Service

20,000 30,000 30,000 40,000 More than 40,000

35 to 45 45 to 55 More than 55

Undergraduate Graduate Postgraduate

Self-employed Retired Student

Thank you n Have a Lovely Day As Beautiful As You Are