Pearl Academy , New Delhi

Fashion business management

(2014-2018)
&
Statistical Analysis II

Forest Essentials

Submitted to : Mrs. Vasundhra Gupta/Mrs. Usha Aggarwal

Submitted by : Harshita Dua, Anushka Oberoi, Siddhant
Date: 06/05/2015

Acknowledgement

This research was supported by Pearl Academy of Fashion. I would like to

thank our Pearl faculty who provided expertise that greatly assisted the
research. I would also like to show my gratitude to Mrs. Vasundhra Gupta /
Mrs. Usha Aggarwal and Mr. Piyush Pandey faculty of our Pearl Academy for
sharing their pearls of wisdom with us during this research. We are also
indebted to the following people for their help and support.

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CONTENTS
S.No
.
1.
2.

Topic

Page No.

Executive summary
Background study

2.1

Introduction

2.2

The start

2.3

The USP

2.4

Marketing strategy

2.5

SWOT analysis

2.6

Competitor analysis

2.7

Primary research

2.8

Problem statement

2.9

Research problem

3.

Literature review

3.1

Brand

3.1.1

Luxury brand

3.1.2

Luxury vs. premium

3.1.3

Skincare luxury brand market research

3.2

Consumer role

3.2.1

Consumer attitude towards luxury brand

3.2.2

Brand loyalty

3.2.3

Consumer behavior towards luxury skincare brands

4.

Knowledge gap

5.

Research methodology

6.

Data analysis tools and findings

Conclusion

Referencing

Bibliography

10

Annexure

Forest Essentials
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Executive Summary
Our report is aimed at filling the gap that came to us as an unanswered question in the brand
Forest Essentials. It is one of the Indias leading Luxury Skincare Brand known for its Herbal
Products. It is facing a severe competition in the race of Herbal Skincare Brand Market. To stay
on the top, it needs to cope up with the changing needs and demands of the consumers. Forest
Essentials needs to spot the problematic areas and get rid of them in order to become better than
its competitors. The report was directed to solve the problem that came to us as an unanswered
question which was Less Acceptance by Consumers Towards Indian Luxury Skincare Brand.
People were interviewed and surveyed through primary and secondary sources and was
concluded that This Luxury Brand does not believes in Advertising much and depends much on
their Loyal Customers. Hence, there is low consumer preference due to Lack of Advertising and
Promotional Strategies.

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Background Study

Do more of what makes your

soul shine
Welcome to a world where ancient wisdom is influenced with a modern aesthetic. The name
forest Essentials comes from the fact that all ingredients are sourced from plants, herbs and trees
naturally grown in our forests. A pioneer in the Luxury Ayurveda segment, today it has become
the quintessential Indian Beauty Brand where secrets of ancient beauty rituals for skin and hair
care have been brought to life through pain-staking research and made available to modern day
customers. Our spring water is sourced from the heart of a forest. Forest Essentials was founded
in the year 2000 after many years of meticulous research. After many years of development with
trained Ayurvedic physicians, a range of natural skin care and hair care products was evolved.
Forest Essentials creates the future traditions of beauty. They believe that every product must be
as enjoyable as it is effective. Innovative formulas advance the performance of familiar and
exotic ingredients. In Ayurveda we believe that everything in the universe is created from the
five basic elements or ?Panchamahabhutas. Even man is created from these five basic
elements and
they represent the five senses and their respective organs in a human being. At Forest Essentials ,
their product embody this philosophy of the panchmabutas and are pleasing to all five senses :
Hearing , Touching , Seeing , Tasting , Smelling
1. Hearing: products are made while chanting so vibrations are absorbed in the product.
Touching: The sensual textures of products.
2. Seeing: Visual appeal and color of their products and packaging.
3. Tasting: Products have optimal herb extracts.
4. Smelling: The unique fragrances of their products.
Typically, an Ayurvedic treatment would be highly beneficial, but not pleasantly scented and
messy to use. By keeping its benefits intact, yet making it possible for the discerning women of
today, to integrate this well-being into her everyday life, is the special focus of Forest Essentials.

Forest Essentials
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1 - Ayurveda: Your Constitution and its Inner Balance

Ayurveda is considered by many scholars to be the oldest healing science . In Sanskrit , Ayurveda
means The Science of Life. Ayurvedic knowledge originated in India more than 6000 years
ago and is often called the Mother of All Heading . One of the greatest sages of India, Srila
Vyasadeva wrote down the Vedas for the first time. The Vedas, regarded as Sruti ("that which is
heard"), form part of an oral tradition in the form of an ancient teacher-disciple tradition. As per
Hindu tradition the Vedas were 'revealed' to the Rishis referred to in the texts, not composed or
written by them.
The four main Vedas are the Rig, Sama, Yajur and Atharva Veda. The Vedas are the main
scriptural texts of the Sanatana Dharma, and are a large corpus of texts originating in Ancient
India. Even though many historians have tried to affix dates to the Vedas there is as yet no
common consensus as there is for the scriptures of other religions. The Vedas are arguably the
oldest surviving texts in the world. Ayurveda was a sub section attached to the Atharva Veda.
Ayurveda is the oldest and most holistic health system available to human beings today. This
ancient wisdom of healing, prevention and longevity was a part of the spiritual tradition of a
universal religion before it was written down in texts.
Ayurveda places great emphasis on prevention and encourages the maintenance of health through
close attention to balance in ones life, right thinking, diet, lifestyle and use of the herbs.
Knowledge of Ayurveda enables one to understand how to create this balance of body, mind and
consciousness according to ones own individual constitution and how to make lifestyle changes
to bring about and maintain this balance.
Just as everyone has a unique fingerprint, each person has a particular pattern of energy- an
individual combination of physical, mental, and emotional characteristics which comprises
their own constitution. This constitution is determined at conception by a numbers of factors and
remains the throughout ones life .

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The Start
Forest essentials have changed the series of beauty. Forest Essentials creates the future traditions
of beauty. Forest Essentials believes that every product must be as enjoyable as it is effective.
Forest essentials first invasion was to manufacture handmade soaps, made from oils, which were
processed using the cold pressed methods, which left the rich nutrients in the oil intact. This age
old process was virtually not being used in the present day, so kolhus or old fashioned grinders
had to be procured where oil is extracted by hand. To this were added steam distilled pure
essential oils for fragrance, herbal infusions, and organic whole fruits and vegetables. These
soaps were made by hand, using traditional Indian recipes. These sold faster than they could be
produced, showing there was an integral need fine quality handmade products. This actually was
the start of Forest Essentials.

The USP
The USP of forest essentials is that the products are not made in factories. They are made in
Himalayas, in villages in Uttaranchal-hub of Ayurveda, using local labor. The spring water of
forest essentials is the main products of this brand. It has therapeutic and regenerative qualities
and has been certified by laboratories in France as being rich in minerals deposit, which are its
unique properties. This water is used in all products of Forest Essentials. It is sourced from the
heart of the forest.

THE THREE COUNTEANCES OF BEAUTY

When we determine someone's prakriti or skin type, what we are actually doing is detecting
which dosha is most dominant in the person's constitution. First, the qualities of absolute beauty
poise, radiance, and vitality are the same in everyone; yet they express themselves through our
different natures. One has the features of Vata; another, Pitta; and the third Kapha. They are
simply different by design, and all perfect in their own right.
A PORTRAIT OF VATA
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When you understand the wind, you can appreciate Vata's beauty. Her skin is thin and fine-pored
all over, and ever so slightly cool and dry. The features are often refined and delicate and, her
cheekbones maybe high. She looks serene in warm pastels and dazzling in jade or emerald and
gold. Vata is quick in passion and attachment. When she is out of sorts, her unsettled attention
becomes easily worried and anxious; and her complexion becomes excessively dry, with fine
lines etched above the brow. There is nothing so unsettling to Vata's sensibilities as a harsh voice
or crass language, and nothing so soothing and grounding as a soft touch, the sweet scent of
Jasmine or Rose.

A PORTRAIT OF PITTA
The heat is of fire is penetrating and stimulating, always dehydrating and sometimes scorching..
Once you've stared into her fiery gaze you cannot forget Pitta's beauty. Her eyes are penetrating,
with perfect lashes and brows. Her skin is warm and soft, and her scarlet lips are evenly shaped.
Cool green and blues balance her intensity and pearls, moonstone, and silver bring out the
sparkle in her eyes. When she is happy, no one is warmer or more delightful. Beware of getting
burned, however. Her motto in life should be 'Chill out or burn out'. Pushed to her extremes, her
mood turns angry and argumentative and her behavior, intolerant and compulsive. Pitta has to
cool down herself with a rest from activity, a change of scenery, a scent of sandalwood,
meditation, and a moonlight stroll.

A PORTRAIT OF KAPHA
Once you've felt earth's sensuous embrace, you have understood Kapha's beauty. Her complexion
is pale, soft, and cool. Her generous face is square or round. With her abundant, wavy tresses,
and full-bodied figure, she is the epitome of a Rubenesque woman. Rich red and purples warm
her cool skin, and garnets and rubies peak her energy and will. In love, as in all things, Kapha is
cautious, wise, honest, and steady. Her graceful manner is charming, not to mention calming and
understanding. Once her natural equanimity is upset, however, Kapha's attachments become
possessive. She has great difficulty moving on after a disappointment, and she can be sullen and
unresponsive once her mood shifts. A vigorous massage with warming sesame oil, hike in sunlit
woods some lively music with a strong beat and the volume on high, and Kapha will be up and
dancing again in no time.

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Marketing Strategies
1. Pricing strategies

Belo
w Rs.
500
RS. 500-Rs. 999

Rs. 1000-Rs. 1499

Rs. 1500-Rs. 1999

Above Rs. 1999

2. Best seller products

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Forest Essentials deals in various kinds of products listed below:

By Category:
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Body Care
Facial Care
Hair Care
Wellness

Body Care: Forest Essentials offer an extensive variety of Body Care items with high
quality Sugar & Butter cleansers, Shower gels, Body creams, Body moisturizers,
Body Polishers and Body Massage oils. The Forest Essentials scope of Cold Pressed
Body Massage Oils take after the conventional technique for readiness to give the
most elevated quality oils, whereby natural Black Sesame seeds and Organic Sweet
Almonds seeds are pulverized by hand, and utilizing out-dated oil crushers.

Facial Care: Forest Essentials offer an extensive variety of Facial Care items with
high quality cleansers , face masques , night care, Lightening cream, and many
more facial products.

Hair Care: Our Hair Care reach incorporates the most seriously sustaining Ayurvedic
Hair oils, Sulfate free Hair Cleansers and Hair Conditioners. The Forest Essentials
scope of Hair Cleansers are improved with Amla juice, Reetha, Soya protein, Coconut
oil and natural imbuements, which gives characteristic sparkle, swing and scent to
your hair. They are free from all brutal sulfate cleaning agents and petrochemicals.
Hibiscus, Brahmi and Henna are remarkable for their properties in hair care & are
additionally utilized extensively.

Wellness: To fill the home with an average aroma by blazing crucial oils or incense is
an age-old Indian custom. In the antiquated times, an iron compartment was loaded
with smoldering coal and on it was sprinkled a fragrant sap, whose smell then
delicately wafted through the entire house to refine & treat it every day. Diffuser oils
can be utilized as a part of burners today, to reproduce this experience. We have a
scope of fragrant oils uncommonly mixed for animating, quieting or unwinding, and
in addition single bloom fragrances. Utilize these crucial oil mixes for new and
fragrant surroundings whenever.

3. Promotions

Loyalty program members receive cash on delivery for orders above Rs, 2999.

Forest Essentials
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They receive wide range of Forest Essentials Coupon Codes and many more

deals.
Gift Voucher.

4. Place

Product inventory management is critical to meet consumer demand.

Distribution through company retail stores and online.

Swot Analysis
Strengths

Weaknesses

Does not have a huge international

presence, despite the exposure.

Opportunities

Availability of more capital.

Chance to expand globally and become an
international brand.

Threats

Existing brands and high end stores

catering to the need of their customer
segment.

Has a strong heritage that consumers

connect to.
Great acceptability and wide market share.
Unique production process.
Brand fulfills its promises.

Competitor Analysis
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Brand

Forest
Essential

Ram Dev

Body Shop

Kama

Shahnaz
Hussain

Target
Market

Men and
Women of age
group 18-30.

Its target
market are its
followers.

Men and
Women of age
group 18-55.

Men and
Women of age
group 18-40

Men and
Women of age
group 18-60

Brand USP

All the
products have
Spring Water.

Yoga Inspired
Products.

Products are
not tested on
Animals.

100% Organic
Products.

First and
Largest
manufacture of
Herbal
Products.

Price

Rs.300-4000

Rs. 10-700

Rs.250-3000

Rs.185-2000

2000-10000

Customer
Service

E-Business,
Retail Outlets.

E-Business,
Retail Stores,
Pharmacies.

E-Business,
Retail Stores.

E-Business,
Retail Stores.

E-Business,
Retail Stores,
Beauty
Parlors.

Primary Research
In our primary research a filed study was conducted where we visited a few stores of Forest
Essentials in Delhi NCR. Following were our observations.

Stores in New Delhi

45-B, Khan Market Tel: +91-11-41757057 ,M-60 A, Greater Kailash Market I Tel: +91-1129243269, N-18, Greater Kailash Market I Tel: +91-11-46528984, G-54, Select City Walk
Mall, Saket Tel: +91-11-42658464, 144, G.F., DLF Place Mall, Saket , Tel: +91-11- 41020672,
140A (GF), DLF Promenade, Vasant Kunj Tel: +91-11-41004482, FF 023A, Pacific Mall
Najafgarh Road Khayala Tel: +91-11-25984091, G-61,Select City Walk Mall, Saket Tel: +91-1141551366, See more at: http://www.forestessentialsindia.com/retail-storelocator.html#sthash.hFf3X5NN.dpuf

What problems do they face?

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Promotion of Forest Essentials products and bringing out the luxury aspect in them is a challenge
that this brand face today.

Problem Statement

There is less acceptance of the brand by consumers.

No International Market Presence.

Research Problem
The intention of this research is to understand less acceptance by consumers towards India
luxury skincare brands.

Literature Review
A Literature review is a description of the literature relevant to a particular field or topic. It gives an
overview of what has been said, who the key writers are, what are the prevailing theories and hypothesis,
what questions are being asked and what methods and what methodologies are appropriate and useful. As
such it is not in itself primary research, but rather it reports on other findings.

Brand
A brand is a product, service, or concept that is openly recognized from different products, services, or
concepts so it can be effectively conveyed and normally marketed. A brand name is the name of the
different product, service, or concept. Branding is the procedure of making and scattering the brand name.
Branding can be connected to the whole corporate way of life and additionally to individual item and
administration names.
Brands are frequently communicated as logos, realistic representations of the brand. In PCs, a late
illustration of boundless brand application was the "Intel Inside" name gave to makers that utilization
Intel's microchips.

Luxury Brand
According to Rohit (2010) a luxury brand or prestige brand is a brand for which a larger part of its
products are luxury products. It might likewise incorporate certain brands whose names are connected
with luxury, high cost, or high caliber, however few, if any, of their merchandise are presently considered
luxury products.

Why Luxury Brands

The primary key point to comprehend is that individuals purchase luxury brands for a large number of
reasons. When all is said in done these brands are costly and are focused to high total assets people. The
attractive quality to have is taking into account the buyers requirement for great, selectiveness,
craftsmanship, exactness and advancement. They include issues of self-observation and self-esteem.
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These basic reasons lie at the intuitive level of the individual and incorporate focuses, for example, peer
distinguishment and approbation, status, and the jealousy one's inward circle.
In the administrations segment, for example, in tourism and business travel think 5-star lodgings and
resorts. We all admire the feeling and "feel great" experience.
Luxury products can be separated into three classes:
Prestige brands, for example, Louis Vuitton, Rolex, Mercedes-Benz and Cartier speak to a most
noteworthy type of craftsmanship and summon a dependable buyer taking after that is not influenced by
patterns. Because of their family, they are entrenched as materialistic trifles. Case in point, If Daniel Craig
or George Clooney wear an Omega watch in an advert or film, sales promptly spike.
Premium brands are those brands like Polo Ralph Lauren, Calvin Klein and Tommy Hilfiger that try to be
luxury and renowned brands however their promoting is outfitted more to, as a term, a prosperous mass
market or mass-luxury brands.
Fashion brands then again are those that address the masses and whose plans can be regular. Call them the
"hot trends" or "fads" of the prompt minute.

Luxury vs. Premium

Luxury is self-statement, an excellent experience and an inclination of feeling. There is likewise a
distinction between a "luxury" and a "premium" item however they can be both as in a custom made
fine fleece suit for instance by Camps de Luca in Paris. Luxury item pricing is identified with lack, brand
and narrating.
Premium merchandise, then again, are costly variations of products pay more, get more. It's the
craftsmanship and quality alongside the family of the item. A lot of brands get into a bad situation on the
grounds that they can't make sense of which one they speak.

Skin Care Luxury Brands Market Research:

New York based leading cosmetics brand, Estee Lauder is situated to bring its stake up in the Indian
magnificence brand Forest Essentials that is a pioneer in the Luxury Ayurveda fragment.
Allegedly, Estee Lauder has obtained a 20 every penny stake in Forest Essentials in 2008 for an
undisclosed whole of cash. Before expanding shareholding in the Indian brand, the worldwide brand is
accomplishing a due tirelessness by driving monetary consultancy firm Deloitte.
Affirming the advancement, Samarth Bedi, Managing Director, Forest Essentials said, "The promoters of
Forest Essentials will continue to be large part stakeholders." However, he didn't uncovered the subtle
elements of what amount more stake Estee Lauder arrangements to take in his organization or at what
cost.
He further included, more prominent contribution of the remote player will empower Forest Essentials to
extend globally.
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"The arrangement is to build vicinity by opening select stores abroad," Bedi said.
In addition, the worldwide cosmetics giant is additionally considering India to make its healthy skin and
different cosmetics products which it offers over the world under names like Clinique and MAC.
Remarking on the arrangements to make products for Estee Lauder, Bedi said his organization has
effectively procured land alongside its factory close Haridwar in Uttara hand with a venture of Rs 5 to Rs
6 crore, according to the Business Standard report.
"Estee Lauder is enthused about making its products in India and we plan to soon begin the same,"
included Bedi.
Shortly, Estee Lauder has one and only factory in China, outside of the US. The brand entered in Indian
market with its top of the line item in July 2005, offers a large group of brands, including MAC, Tommy
Hilfiger, Donna Karan, Armani and Clinique.
While, Forest Essentials was established in 2000 by Mira Kulkarni. The brand makes products from
regular ingredients in Uttaranchal. It has been developing at an aggravated yearly rate of 40 every penny
and has 30 selective organization worked stores at present.

Consumer role
Nowadays, luxury fashion sector is growing at faster rate. The luxury industry has increased impressively
having a huge growth in demand. The luxury consumer is very powerful. Consumers have much choice in
products, shopping channels and pricing of luxury goods. Consumer is the king of market and all the
marketing techniques of the business and industrial enterprises keep some factors in their mind like
habits, taste, preference, perception and attitude of consumer. Consumer role is very important because if
consumer is not satisfied with the product than the sales of the company will be less.

Consumer attitude towards luxury brands

Consumer behavior is the keystone of the marketing plan. We tried to find out the beliefs, feelings and
purchase intentions of consumer towards luxury product.
Solomon (2002) defines attitude as a lasting general evaluation of people (including oneself), objects,
advertisements, or issues. An attitude has three components: affect, behavior, and cogitation. Affect
refers to the way a consumer feels about a product. Behavior refers to a persons intention that what
he/she wants to do with the product and cogitation refers to the beliefs of consumer he/she has about the
product. So in short we can say that attitude gets affected by consumers motivation such as how a
product makes them feel or the fun its use will offer. The factors consumer keep in mind before buying
product is the use of the product, quality, its impact to their social status, durability and many more

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Brand loyalty
Brand loyalty is a form of repeat purchasing behavior reflecting a conscious decision to continue buying
the same brand. This means that the consumer has a positive attitude towards the brand. He/she is
interested in buying products from that particular brand because of belief or trust of the person for the
brand.

Consumer behavior towards luxury skincare brands

At forest essentials they source their ingredients with great care. From organically grown cold pressed
oils, to raw and unprocessed cane Sugar to their steam distilled pure Essential oils. Everything is made in
the traditionally old fashioned way, according to Ayurveda tenets, and wherever possible by hand. They
have the highest quality control standards in their factories, certified by GMP standards.

Knowledge Gap
As per the topics studied in the literature review, we can say that brand image of Forest Essentials has a
trustworthy effect on consumer buying behavior. The knowledge gap is that the brand image of Forest
Essentials is that they do not make new customers as there is less promotion and they focus on their
regular customers.

Research Methodology

Research objective - To study general preference of consumers towards luxury skincare brand Forest
Essentials.

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Research design
Exploratory research as the information is not clearly defined and Descriptive because it describes the
characteristics of population.

Data collection method with tools

Data is collected through secondary and primary sources. Primary data is collected through
questionnaires, interviews and store visit and secondary data is collected through internet and books

Sample design
Sample frame - people using skincare products.
Sampling unit - people using skincare products especially Forest Essentials in Delhi/NCR.
Sample size - the size of the sample is 100 respondents
Sampling method - Probability as it involves random selection of sample.
Sample - people aged between 18-50 years.

Data analysis tools

Chi Square, Anova, Proportion, Mean

Interpretation
According to the structured survey done the results are as follows:
Important factors while choosing skincare products? * What is your age? Cross tabulation
Count
What is your age?
Below 18

Important factors while choosing

skincare products?

18-30

30-40

40-50

Above 50

Must not contain preservatives

16

Contain active ingredients

20

14

Effective

11

10

47

29

13

Total

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We conducted a surv.0000000000
+
ey in which we linked two factors which were Important Factors While Choosing Skincare
Products and what is your Age. Total respondents were 100, among which 10% respondents were
Below 18, 47% were between 18-35, 29 were between 30-40, 13% were between 40-50 and 1%
was Above 50. Majority of people who conducted the survey considers that The Most Important
Factor While Choosing Skincare Products is that the product should Contain Active Ingredients
which is 43% of the respondents of total population. Second is 29% which states that The
Important Factor is Products Must Not Contain Preservatives. The Lease preferred factor is that
the product should be Effective which is 28%.

Online shopping? * disposed income level? Cross tabulation

Count
Disposed income level?
Below 25000

Online shopping?

25000-30000

Total

30000-35000

35000 and above

Yes

14

33

Maybe

16

12

12

46

No

21

15

38

24

23

100

Total

We asked respondents about Online shopping of Skincare Products and their Disposed Income
Level and we got various results. Respondents with Disposable Income Level below 25000 were
15%, from Rs 25000-30000 were 38%, from Rs 30000-35000 were 24% and above 35000 were
23%. Most of the Respondents which are 46% says maybe they would shop for Skincare Range
Online. 33% says Yes to shop Online and 21% says No to Shop Online.

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How willing are you to try different brands other than Forest Essentials? * What is your
gender? Cross tabulation
Count
What is your gender?
Male
Extremely Willing

Total

Female
6

13

Willing

21

11

32

Neutral

26

16

42

Not Willing

11

Not at all

60

40

100

How willing are you to try

different brands other than
Forest Essentials?

Total

The Survey conducted had the Gender ratio as 60:40 where 60% being male and 40% being
female. We asked our respondents How Willing Are They to Try Different Brands Other Than
Forest Essentials. 13% among our respondents were extremely willing to try different brands.
32% were willing, 42% respondents acted Neutral. 11% were not willing to try different Brands
while 2% were Not at All willing and were very much satisfied with Forest Essentials.

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Preferable type of product? * Skin type? Cross tabulation

Count
Skin type?
Normal Skin

Dry Skin

Combination

Oily Skin

Sensitive Skin

Ageing Sk

Skin
Herbal (Ayurvedic)

12

14

13

Non-Herbal

15

19

21

20

17

Preferable type of product?

Total

We asked respondents about their Skin type and what kind of product would they choose among Herbal
and Non-Herbal products. 9% of respondents were of Normal Skin type. 19% were of Dry Skin type.
21% were of Combination Skin type. 20% were of Oily Skin type. 17% were of Sensitive Skin type and
rest 14% were of ageing skin type. Respondents with their choice of Herbal products were 60% and
respondents with choice on Non-Herbal type of products were 40%.

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Descriptive
N

Mean

Std. Deviation

Std. Error

95% Confidence Interval for Mean

Lower Bound

Upper Bound

Body Care

23

3.6087

1.49967

.31270

2.9602

4.2572

Hair Care

29

3.8276

1.44096

.26758

3.2795

4.3757

Facial Care

25

3.6800

1.49220

.29844

3.0640

4.2960

All of these

23

3.5217

1.47308

.30716

2.8847

4.1587

100

3.6700

1.45682

.14568

3.3809

3.9591

Body Care

23

3.2174

1.50625

.31407

2.5660

3.8687

Hair Care

29

3.5172

1.21363

.22537

3.0556

3.9789

Facial Care

25

3.7600

1.26754

.25351

3.2368

4.2832

All of these

23

3.1739

1.43502

.29922

2.5534

3.7945

100

3.4300

1.35031

.13503

3.1621

3.6979

Body Care

23

3.0870

1.53484

.32004

2.4232

3.7507

Hair Care

29

3.0345

1.37536

.25540

2.5113

3.5576

Facial Care

25

2.8400

1.40475

.28095

2.2601

3.4199

All of these

23

3.3478

1.36877

.28541

2.7559

3.9397

100

3.0700

1.40888

.14089

2.7904

3.3496

Body Care

23

3.1304

1.39167

.29018

2.5286

3.7322

Hair Care

29

2.7586

1.43066

.26567

2.2144

3.3028

Facial Care

25

3.0800

1.11505

.22301

2.6197

3.5403

All of these

23

3.2609

1.21421

.25318

2.7358

3.7859

100

3.0400

1.29428

.12943

2.7832

3.2968

Respondents purchasing
preference on no animal
testing

Total

Price

Total

Brand

Total

Quality

Total

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Minim

Packaging

Body Care

23

2.6087

1.33958

.27932

2.0294

3.1880

Hair Care

29

3.0000

1.36277

.25306

2.4816

3.5184

Facial Care

25

3.2000

1.11803

.22361

2.7385

3.6615

All of these

23

2.8261

1.46636

.30576

2.1920

3.4602

100

2.9200

1.32330

.13233

2.6574

3.1826

Total

ANOVA
Sum of Squares
Between Groups
Respondents purchasing
preference on no animal testing

.438

Within Groups

208.795

96

2.175

Total

210.110

99

5.491

1.830

Within Groups

175.019

96

1.823

Total

180.510

99

3.141

1.047

Within Groups

193.369

96

2.014

Total

196.510

99

3.646

1.215

Within Groups

162.194

96

1.690

Total

165.840

99

4.577

1.526

Within Groups

168.783

96

1.758

Total

173.360

99

Between Groups
Brand

Between Groups
Quality

Between Groups
Packaging

Mean Square

1.315

Between Groups
Price

df

Forest Essentials
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Sig.
.201

.895

1.004

.395

.520

.670

.719

.543

.868

.461

 Since most of the respondents chose Hair Care as The Product they would like to buy,
Significance Level of No Animal Testing is 0.895 which is greater than 0.05 so H0 is
accepted.
Significant Level of Price is 0.395 which is greater than 0.05 so H0 is accepted.
Significance Level of Brand is 0.670 which is greater than 0.05 so H0 is accepted.
Significance Level of Quality is 0.543 which is greater than 0.05 so H0 is accepted.
Significance Level of Packaging is 0.461 which is greater than 0.05 so H0 is accepted.

Report
Rate Forest Essential out of 5
Mean
3.6500

Std. Deviation
100

1.03840

We asked our respondents to rate Forest Essentials out of 5 and then we took the average mean
of the result which came out to be 3.65. This indicated that Forest Essentials is doing well and is
a Satisfactory Brand.

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We asked People whether people prefer Herbal Products over Non-Herbal.

The answer came out to be that people prefer Herbal Products over Non-Herbal.

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We asked people whether they have heard about Forest Essentials or not?
The result found was that Most of the Respondents have heard about Forest Essentials.

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Demographic Findings
Findings
As per the application of percentage, Majority
of the respondents are Male with 60% and
Female 40%

Femal
e

Male
60%

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Findings
40-50

Below
18

13%

10%

As per the application of percentage, Majority

of the respondents are between age group of
18-30 which is 47% followed by 30-40 which
is 29%, 40-50 which is 13%, Below 18 which
is 10% and Above 50 which is 1%.

30-40

18-30

29%

47%

Other
s

High
School

1%

Ph.
D

6%

14%

Post
Graduate

Graduat
e
35%

44%

Above 50

Forest Essentials
1%

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Findings
As per the application of percentage, Majority
of the respondents that is 44% are Post
Graduate. 35% are Graduate and rest 14%,
6% and 1% are Ph.D., High School and
Others.

Findings

35000 and
Above
23%

As per the application of percentage,

Majority of the respondents that is 38% are
between disposed incomes of 2500030000 while 24% are of 30000-35000,
23% are Above 35000 and 15% are Below
25000.

Below
25000
15%

25000-30000
30000-35000

38%

24%

Conclusion
We tried to catch hold to each of our respondents attention towards the basic question of our research, to
understand less acceptance by consumers towards India luxury skincare brand Forest Essential. We let the
respondents pick their own choice without any manipulation. However, we took initiative to make each of
our non-aware respondents aware about the brand.
Most of our respondents among total population were Male and the age group was of 18-30.
Most of them were Post Graduate and Graduate. Most of our respondents were financially well
established and belonged to the disposable income level of 25000-30000.
We used a number of tools to make our findings accurate using SPSS including Annova, Chi-square, and
Testing for mean, testing for proportions and Pie charts, which gave us an idea about the overall choice of
our respondents.

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Recommendation
From this research, we concluded that Forest Essentials should undertake following promotional tools for
better consumer preference
1. They should promote more by innovative advertising campaigns to increase people interest.
2. It is high time for forest essential to get into the global market and increase its market presence.

Referencing

Forest Essentials India. (2010) About Us. [Online] Available from:

http://www.forestessentialsindia.com/about-us.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) 3 Faces of Beauty. [Online] Available from:

http://www.forestessentialsindia.com/about-us/3-faces-of-beauty.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Panchmahabhutas. [Online] Available from:

http://www.forestessentialsindia.com/about-us/panchmahabhutas.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Sustainability. [Online] Available from:

http://www.forestessentialsindia.com/about-us/sustainability.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Tree of Life. [Online] Available from:

http://www.forestessentialsindia.com/about-us/tree-of-life.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Products. [Online] Available from:

http://www.forestessentialsindia.com/products.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Ingredients. [Online] Available from:

http://www.forestessentialsindia.com/ingredients.html. [Accessed: 1st May 2015].

Forest Essentials
Page 29

Issuu. (2015) Forest Essentials. [Online] Available from:

http://issuu.com/shreyabhardwaj05/docs/forest_essentials_presentation. [Accessed: 1st May 2015].

Bibliography
Forest Essentials India. (2010) About Us. [Online] Available from:
http://www.forestessentialsindia.com/about-us.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) 3 Faces of Beauty. [Online] Available from:

http://www.forestessentialsindia.com/about-us/3-faces-of-beauty.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Panchmahabhutas. [Online] Available from:

http://www.forestessentialsindia.com/about-us/panchmahabhutas.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Sustainability. [Online] Available from:

http://www.forestessentialsindia.com/about-us/sustainability.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Tree of Life. [Online] Available from:

http://www.forestessentialsindia.com/about-us/tree-of-life.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Products. [Online] Available from:

http://www.forestessentialsindia.com/products.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Ingredients. [Online] Available from:

http://www.forestessentialsindia.com/ingredients.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Beauty-Ayurveda. [Online] Available from:

http://www.forestessentialsindia.com/ayurveda/beauty-ayurveda.html. [Accessed: 1st May 2015].

Forest Essentials
Page 30

Issuu. (2015) Forest Essentials. [Online] Available from:

http://issuu.com/shreyabhardwaj05/docs/forest_essentials_presentation. [Accessed: 1st May 2015].

Forest Essentials India. (2010) By-Dosha. [Online] Available from:

http://www.forestessentialsindia.com/products/by-dosha.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Beauty-Regimes. [Online] Available from:

http://www.forestessentialsindia.com/products/beauty-regimes/normal-to-dry-skin-type/morning-regimecleansing.html. [Accessed: 1st May 2015].

Annexure

We are students of Pearl Academy of Fashion and we are conducting a survey to understand the consumer
behavior towards luxury skin care products. You are requested to choose one Option per Question. Thank
you for your cooperation.

Q1 - What is your Gender?

A) Male
B) Female

Q2 - What is your Age (in years)?

A) Below 18
B) 18-30
C) 30-40
D) 40-50
E) Above 50

Q3 - What is your level of education?

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A) High School
B) Graduate
C) Post Graduate
D) Ph.D.
E) Others

Q4 - What is your disposed income level (in Rupees)?

A) Below 25000
B) 25000-30000
C) 30000-35000
D) 35000 and above

Q5 - What is your skin type?

A) Normal Skin
B) Dry Skin
C) Combination Skin
D) Oily Skin
E) Sensitive Skin
F) Ageing Skin

Q6 - What type of Product do you prefer?

A) Herbal (Ayurvedic)
B) Non-Herbal

Q7 - How much do you monthly spend on Skin Care Products?

A) Below Rs 10000
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B) 10000-15000
C) 15000-20000
D) Above 20000

Q8 How often do you buy skincare products?

A) Weekly
B) Monthly
C) Seasonally
D) Sale Time

Q9 - What is more important to you while choosing a skincare product?

A) Must not contain preservatives
B) Contain active ingredients
C) Effective

Q10 - Would you shop for your skincare range online?

A) Yes
B) May be
C) No

Q11 - From where do you usually shop for your skincare products?
A) Beauty Centers and Spa
B) Departmental Stores
C) Internet
D) Personal Care Store
E) Others (Please Specify) ________________
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Q12 - Have you heard about Forest Essentials?

A) Yes
B) May be
C) No

Q13 - In what category do you prefer Forest Essentials products?

A) Body Care
B) Hair Care
C) Facial Care
D) All of these

Q14 - Rank the following factors while purchasing products of Forest Essentials. Rank 5 for most
preferred and 1 for least preferred.
Factors

Most preferred

Preferred

Moderately Preferred

No Animal Testing
Price
Brand
Quality
Packaging

Q15 - How willing are you to try different brands other than Forest Essentials?
A) Extremely Willing
B) Willing
C) Neutral
D) Not Willing
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Least Preferred

Not at all

E) Not at all

Q16 - Rate Forest Essentials overall out of 5. (5 being highest and 1 being lowest)
________

Forest Essentials
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