Cosmetics Research Consumer Behavior

Cosmetics products using behavior in

mirzapur.

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 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 from or other since a long time.

To cite an example of the long usage of cosmetics . the cosmetics

depict had fund its origin in chain in 4th century BC

Indian too has not remained far behind in the development and
frequent usage of cosmetics . household utility like haldi , chandan

Besan uptoon have been used centunies . to preserve the natural

beauty of skin . the reason for their usage was adequate availity of pure
material , apt knowledge of natural formulation and virtually zeros
effects .

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

exponentially . with more women and men becoming conciousof their

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and willing to spend on their grooming , this industry has been growing
at 20-25 percent the last few year no wonder then that the shelves are
stocked with a plethora of product or brand , targeted at various
segments catering to the various need of customers .

the enormous growth in this 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 product were affected
by the general slowdown,this segment witnesse relatively good growth
in volume and value 2001 .

not only have more people started using cosmetics , they are also
willing to pay more to look and feel good .the penetration rate is higher
in the skin care segment compared to lipsticks .

while volume growth has remained low ,at 3percent , 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 product still constitute a major
portion of the market a certain segment is obviously ready to upgrade
to the next category as disposable income rise .
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 increased media exposure , the willingness to spend more on personal
carre 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 singles about the industry prospects . with numerous
players fighting for market share , it 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 conclusion about the industry prospects

Value growth % Value growth % Value growth %

Skin care 11 8 5

Lipsticks 13 3 3

Though most players see hung opportunity in this industry .

what would actually work wonders for the players is srong brand
promotion , good distribution network constant innovation and qulity
improvement , the ability to provide a variety of product and introduce
affordable products without compromising on qulity .

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Cosmetic are still seen as elitist product and may be the last thing on an
average Indian consumer mind . though the low penetration levels for
most cosmetics product suggest much potential ,the market for
cosmetic products may remain a niche market .accessed by a small
proportion for the consumers . despite the tall claims , the actule
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 larg company the turnover from this segment may
be too small for HLL to affect investment decision .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 truck records investing in these stocks may
be highly riskey for a retail invester as low traded volumes and equilty
base characterize the stocks

COSMETICS

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The cosmetic primarily of coloure cosmetics (face , eye lip ,and mail
care product). Perfumes , talcum powder and deodorants .all thise are
very small segments . talcum powder is the most popular cosmetics
product in india .

thise market is estimated at rs 3.5 bn and is yet growing at 10-12% in

pa. awareness is very high 80% with penetration of 45.4% in urban
areas and 25.2% in rural areas .

pond dominates the talcum market with a 70% share following by

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 market , 1/3rd
represented b a

Un organized , with the balance largely import . the june 98 budget

halvd duties to 50r lackme ha a minor presence in the segment .

perception of damage to skin on account of chemical ingredients

restricts usage of face care product . the nail polish market is the
largest at rs 25-30%

Deodorants have a very negligible presence in the the Indian market an

estimated of rs .03bn .

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wordwide , deodorants in the largest market followed by skin care,
shampoos and toothpaste .HLL has launched a couple of product in this
segment .

MARKET SEGMENTATION

The Indian market nan be segmented in term of product category and

price again oral care , hair care shampoos and olis care , soaps and
distribution network may divide the product categories ,s .

ORAL CARE
The oral care market can be segregated into tooth past (60%) ,tooth
powder (23%) and toothbrushes (17%) . while 60% of toothpaste is
sold on the family platform, around 35% is sold on cosmetics
preposition.

on the other hand black toothpowder account account 8o%nd , while

accounts for 52% of the market, red toothpowder acconts for 40% and
black tooth powder account 8%. The penetration level of toothpast /
powder in urban areas 3 x that in the rural areas. Traditional

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Marerials such as neem and tobacoo are popular for cleaning in the
rural areas, frequency of usage for toothpast is only 1.5 times in the
developed wor .per gm in tahiland

Given the low per capita consumption and penetrations rates,

toothpaste demand is mainly being driven by the overall market
growth of 8-10 . the rural segment is also toothpowder growth .

HAIRCAREOILS
The hair oil market is huge , valued at rs 6 bn due to the varied
consumption habit of consumers across the country , where coconut oil
are interchange used , the market is growing at an impressive 6-7% in
volume terms despite the high penetration level.

Usage of hair oil is a typical is Indian hhabit with 50% of the population
out off which some perceive that massaging the head with hair oil
hhas aa 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

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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 in a sachet , which is affordable and makes up to 40% of the
total shampoo sale .

The indian shampoo market is charctrized by a twin benefit platfoem;

cosmetics and antidandruff. It is basically an upper middle class
product, as more then 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 requirement
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 segment.

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

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both . this is because of apprehension 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 oriflam, 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 prince differential between the premium and
economy segment account for about 4/5 the entire market for soaps.

Penetration of toilet soaps is high at 88.8%. however per capita

consumption levels remain low india per capita consumption of soap at
460 gms per annum is lower than that of brazil at 1 ,100gms per
annum.

DISTRIBUTION NETWORK;
Soaps are available in 5ml retail outlets in india , 3.75 m of which are in
the rural areas . therefor availability of these products is not a problems

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75% of India population is in the rural areas ; hence about 50% of the
soap in the rural markets

POPULAR SEGMENT
The sector is divided into two distinct segment catering mostly to
urban higher upper middle class and the popular segments with price
as low as 255 305 of the premium segment catering to mass segments
in urban and rural market . the premium segment is less prices and
more brand conscious .

ECONOMY SEGMENT
India rural markets have been a lot of activity in the last few year .
since penetration levels are lrety high in categories , future growth can
come only deeper rural penetration levels are pretty high in most
catregories , future growth bcan come only deeper rural penetration .
FMCG majors are aggressively looking at rural india since it accounts
for 70% of the total india household .

GROWTH

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High consumer awereness and penetration enable the market to grow
at an average 8-10 % per annum with sligher higher growth in the rural
areas . higher penetration stems from popularity of low cost

detergents. Hence besides increase in per capita consumption , there is

trememdous scope for movement up the value chain

HLL,nirma and P&G are major players in the markets with 40% , 30%
and 12% share, respectively . while HLL domium segment nima is the

CONSUMER
The term consumer is often used to often to describe two different
kinds of the personal consumer and the organization consumer .

The personal consumer buys goods and services for is or her own (
e.g.soap.shampoo etc) b 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 causes , individual who are referrewd to as end uses or

ultimate consumers buys the goods for final use .

the organization consumer buys goods and services in order to run

their organization . manufacturing companies buy raw material etc . to
manufacturing and sell their own product instructions buy they need to
maintain themselves.

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UNDERSTANDING CONSUMEROLOGY IMAGE
SELLING
Whenever a consumer purchase a product , he is not jjust buying a
brand .

he is also buying an image that is 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 targets segment .

in ensures that the company is able to bring the brand so close to the
consumer that the is relevant to the target segment . in ensurence
that is relevant to the target segment .

in ensures that the company is able to bring the brand special p,ace 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 that a particular band of the
product has contrived in his mind .

this image , when confronted by a need state translated

Itself into a purchase decision . during this image , when confronted by

a need state translated itself into a purchase decision .

during this period , the consumer is creating a relestionship with the

brand

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Which , depending o 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 the real understanding ofa brand ‘s drives through an
identification of the unoque associatice image in obtained , in then
becaume the task of 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 itt
through the variables of marketing like packing , 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 solution are a
function of listening to the consumer.

They involves constant listening to cheek if a brand’s drivers are

changing and id the of the image of the brand is being molded
according to the changing situation.

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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 mrely the products of the experiential

baiases of the solution creators,

CONSUMER BEHAVIOUR
Consumer behavior is the study of individual in a group as whole while
the individual decides to spend his / her time , effort and money on
consumption releted items .

consumer behavior refers to the behavior that consumer displayes in

searching for , purchasing using , evaluating and isposting of products
and services that they expect will satisfy their needs .

they study of consumer behavior is the study of how individual make

decision to spend their available resources viz .

time , money and efffert on they buy from, wher they buy it how
often they buy it and how often they use it .

Tack the case of consumer durable e.g. the TV set . what features they
look for ?

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What is the resons for buying particular TV set ? how likely are they to
replace their old modles when new modles with added feature become
available ? the answer to such to such question can only be found
through only be found through consumer research that provide . TV
manufacture with important product scheduling , design modification
and opting final strategy

Although this study focuse on how and why consumers make decision
to buy TV. 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 influences his friend
future TV. purchase decision or may vow same brand or model again ,
purchaging his own future selection decision . each of these possible
consequences of consumer post purchase strategic into the
promotional campaigns

NEED OF CONSUMER BEHAVIOUR STUDY

For marketers , it is important for us to decide to whom to direct the
promotional efferts by recognizing why and how individual make their
consumption decisions .

if marketers understand consumer behavior they are able to predict

how consumer are likely to react to various informational and

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envirmental cues and able to shape their marketing strategies
accordingly

The initial thrust of consumer research was form a managerial

perspective marketing manager wanted to know how people receive,
store and use consumption releted information , so that 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 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 need 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 need of specific group of consumers, most

marketers adopted aa 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 .

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 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 prospective consumer their needs ,
preprence changing life style research into consumer behavior provided
them with necessary insights to develop new products and service and
to design persuasive promotional strategies .

The growth of consumer movement created an urgent need to

understanding how consumer make consumption design e..g. in order
to identify sources of consumer confusion and deception, consumer
advocates advocates sought to discover

Perceive and intwrpret various marketing and promotional appeals ,

package labels , warranties etc

Most of organization have recognized that need to market globally to

achieve studies as the basis for product development and promotional
strategies to meet the needs of targeted consumer

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 experiences the same kinds of needs
and motives , they simply express these motives in different ways ,

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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
 Perception
 Learning
 Attitude

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

As far as the purchase of TV 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 or a driving force some objective
or condition e.g. a person may be impelled towards a hotel to satisfy
his hunger need and away purchase C.T.V.
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 OBJECTIVES OF THE STUDY

Objective are the rout 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 behavior
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.

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 4) Determining the sources from where the woman get the
information about cosmetics,

RESEARCH METHODOLOGY
PROBLEM FORMULETION ;
It has normaly observed that most of the marketers are spectale about
consumers in india . each company tries to provide more information
according to the requirement of consumers. They look for bargaing 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 cosmetics consumer in depth . another
side of coin is that cosmetics marketing india is growing rapidly and
enormous untapped potential lies there. Thus also motivated me for
selecting my topic of study as “ consumer buying behavior regarding
cosmetic in Yamuna nagar city “

RESEARCH METHODOLOGY :

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Market research methodology is as old as the marketing is without
which it is almost impossible to reach at any tangible decision .
although various method 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 confident of doing something ,

halp 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 step 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.

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 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
behavior regarding
cosmetics in yamuna
nagar city “ the consumers survey was conducted in Yamuna
nagar area data is collected people who are living in Yamuna nagar
area.

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SURVEY PLANING :
Planning is the most essential part for successful survey . right approach
has to be decided before heading forword 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

SURVEY METHDOLOGY
COLLECTION OF DATA :
This is the first step of the process . it froms 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

Pripary sources of data : I nterview and questionnaire

Secondary sources of data : internet and magazines

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Area covered : mirzapur

Instrumental survey : questionnaire

Type 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 from to
make it understandable .

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 from . in the present project report data has been
graphically presented by pie diagrams.

B ) ANALYSIS OF DATA :

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Having gathered the data , the researcher has to processed
toward drawing conclusion by logical inference . at this stage ,
the data is in a tabulated from and required 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
Interrelestion 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 researches in
drawing inference that leads to

Conclusion this phase calls for a high degree of interpreative skill

both quantitative and logical .

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 FINDINGS
 In the present scenario, all the females use cosmetics. However
the number of cosmetics used various . the highest response is
being shown by working women , next by students and least by
non -working woman

 Cosmetics are generally used for improving there looks and

personality.
Using cosmetics gives them psychological satisfaction and give to
their body .

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 Cosmetics now a days has become a necessity for all the
females.

 Cosmetics are purchased keeping in mind the brand name

, price and quality . packing 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.

 Working woman 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
.
 Adevertisements play a role in helping customer decide on
specific brand of cosmetics . students and working woman
influenced more
.
 Working woman buy cosmetics in medium size ,student in
small sie and working woman in large in size.

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  There is trend to use herbal cosmetics. Due to the
awareness, the ill effects are being consider while buying
them.
 No brand as such is providing all the popular product 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.

PREFACE

Consumer behavior is the key factor affecting the today’s marketing

environment .

after the liberalization and the globalization there hes been a sea
change in the India giants to change their strategies .

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there is a cut throat competition and in order to survive and to have an
edge over competitors, marketers have realized the value of consumer.

consumer orientation is the key word in present times .

I feel it may 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 todays changing scenario.

It help in the development of practical skills and analytical thinking

process .

it provides with basic skills required to perform the survey : and

statical tools required analyzing the data .

also it makes more aware about the perception and tastes of

consumers.

Thus it helps in molding the students according to the requirements of

market .

Consumer 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.

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There has been a lot of change in the rural consumer.

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 psychographic factors on
purchase of the consumers.

ANALYSIS OF RESPONSES GIVEN BY STUDENTS, NON WORKING AND

WORKING WOMAN

Q.1 ) USAGE OF COSMETICS

PRODUCT STUDENT NON-WORKING WORKING

SHAMPOO 54 32 14
EYE LINER 40 20 8
KAJAL 8 0 1
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FACE WASH 42 0 10
MOISTURIZER 34 20 8
MUSCURA 6 0 4
COMPACT 14 0 4
CONDITIONER 8 0 6
BLEACH CREEM 20 18 12
ASTRINGENT 16 0 6
CLEANSING 36 20 8
MILK
FOUNDATION 12 6 2
LIPSTICS 50 24 12
PERFUME 30 16 10
DEODORANT 44 12 12
PAINT 48 8 6
CREEM 34 8 4

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WORKING

SAMPOO
EYE LINER
KAJAL
FACEWASH
MOISTURIZER
MUSCURA COMPACT
CONDITIONAR
BLEACH CREEM
ASTRINGENT
CLEANSING MILK
FOUNDATION
LIPSTICK
PERFUME
DEODORANT
PAINT
CREAM

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The popular brands among

Product Student Non-working Working

Shampoo Sunshilk Clinic plus Clinic plus, vatika
sunsilk
Eye liner lackme Lackme Lackme
Kajal Ponds pears Lackme Lackme
Facewash Ponds pears Ponds Ponds, pears
Moisturizer lackme Lackme Ponds pears
Muscura lackme Ultra doux Revlon, lackme
Compact Ultura doux Fem jolen Lackme
Conditioner Fem doux Ayur Touch, Revlon
Bleach creem Fem joilen Lackme ayur Lackme,
Astringent ayur Lakme Touch Revlon
Cleansing Lackme,ayur Lackme relon Lackme, Revlon

Foundation Lacke ayure Rexona ,do it Charlie oriflamme

Astringent lackme rexona Elle -18 fa ponds
Cleaning . Ei- paso, elle Revlon, laackme Alpha , lackme
milk
Foundation lackme Lackme ayur Touch , Revlon

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Q.2 ) TYPE OF COSMETIC USED ;

TYPE STUDENT NON- WORKING WORKING

BRANDED 40 8 24
LOCAL 14 6 8

STUDENT

LOCAL
26%

BRANDED
74%

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 WORKING

LOCAL
25%

BRANDED
75%

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Q.3 ) REASON FOR USING COSMETICS .

REASON STUDENT NON- WORKING

WORKING
To improve your 26 9 6
personality
Social influences 5 10 3

Fashion and status 5 5 2

symbol
Health point of view 8 4 1

Psychology 10 4 2
satisfication

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 student

psychological
satisfication
19%

to improve your
heaith point of personality
view 48%
15%

fashion and status

symbol
9%

social influences
9%

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

Personality improvement. Fashion and status and social influences do

not cater much

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 NON-WORKING

PSYCHOLOGY
13%

TO IMPROVE YOUR
HEALTH PERSONALITY
12% 28%

FASHION AND
STATUS SYMBOL
16%

SOCIALINFLUENCES
31%

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THE ssurvey shows that the non working buy cosmetics for their
psychological satisfaction and health

working

psychological
satisfaction
14%

health point of
view
7% to improve your
personality
43%
fashionand status
symbol
14%

social influences
22%

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Q.4) PERCEPTION ABOUT COSMETICS

BOTH, 8
LUXURY, 10

NECESSITY, 36

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 BOTH, 2

LUXERY, 6

NECESSITY, 24

THE SURVEY SHOWS THAT NON- WORKING PERCEIVE COSMETICS TO

BE NECESSITY.

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 WORKING

LUXURY
14%

BOTH
14%

NECESSITY
72%

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

Q.5) FACTORS BEHAIND BUYING DECISION

FACTORS STUDENT NON-WORKING WORKING

BRAND 40 8 8

PRICE 48 12 5

QULITY 24 4 10

PACKING 6 2 4

EASE OF USE 14 6 2

AVALIBILITY 20 4 2

44
 student

avaliabilty
13%
brand
27%

ease of use
9%

packinging
4%

qulity
16%

price
31%

The survey shows that students consider price and name to an

impotent determinant in buying cosmetics .

45
 non working

availabilty
11% 1st Qtr
22%

ease of use
17%

packing
6%

qulity price
11% 33%

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

46
The survey shows that the non –working woman consider brand name
price and ease of use to be an important determinant in buying
cosmetics

working

avalibility
6%
ease of use
7% 1st Qtr
26%

packing
13%

price
16%

qulity
32%

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

47
 Q.6)Source of information

Sources Student Non – working Working

Beautician 34 10 6
Doctors 8 4 0
Shop- keepers 4 2 0
Friends 48 16 8

student

36%

friends
51%

doctors
9%

shop-keeper
4%

48
The survey shows that friends and beautician are sources that make
students aware of cosmetics .

non- working

beutician
18%

media doctors
43% 7%

shop-keepers
4%

friends
28%

49
The survey shows that media and friends make non-working woman
aware of

working

1st Qtr
23%

doctor
media 0%
46%
shop keeper
0%

friends
31%

50
Q.7) OUTLETS FOR PURCHASE

OUTLETS STUDENT NON- WORKING WORKING

GENEREL 46 24 10
STORE
EXCLUSIVE 4 0 0
COSNETIC
BEAUTY 28 4 3
PARLOURS
COSMETICS 14 4 2

51
 student

cosmetics store
15%

general store
50%
beauty parlours
31%

exclusive cosmetics
4%

The survey shows that student generally buy cosmetics from general
stores and parlors.

52
 nonworking

cosmetics store
13%

beuty parours
12%
exclusive cosmrtics
0%

general store
75%

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

53
 working

cosmetics stores
13%

beauty parlours
20%

1st Qtr
67%
exclusive cosmetics
0%

54
Q8) EXPENDITURE ON COSMETICS:

Expenditure Student Non –working Working

0-50 8 4 0

50-100 32 12 0

100-150 4 10 0

150-200 4 2 4

More 6 0 10

55
 student

more
11% 1st Qtr
15%

150-200
7%

100-150
8%

50-100
59%

The survey shows that student spend rs 50-100

56
 non -working
more
0%

150-200
7% 1st Qtr
14%

100-150
36%

50-100
43%

57
 workimg
100-150
1st Qtr 50-100
0%
0% 0%

150-200
29%

more
71%

58
Q.9) EFFECT OF COSMETICS ADVERTISMENT :

EFFECT STUDENT NON-WORKING WORKING

HELP 36 8 8

NO HELP 18 24 6

STUDENT

NO HELP
33%

HELP
67%

59
THE SURVEY SHOWS THAT ADVERTISMENT HELP MANY STUDENT TO
DECIDE ON TYPE AND SPECIFIC BRAND OF COSMETICS

NON WORKING

HELP
25%

NON HELP
75%

60
The survey shows that housewives are generally not influenced by
cosmetics advertisement in deciding type and specific brand of
cosmetics.

working

non help
43%

help
57%

The survey shows that cosmetics advertisement play a role in helping

working woman to choose on specific brand and type of cosmetics .

61
Q.10) TYPE OF COSMETICS :

TYPE STUDENT NON –WORKING WORKING

HARBAL 22 10
40

NON BARABAL 14 10 4

STUDENT

non harbal
26%

harbal
74%

62
The survey shows that student preferred to use herbal cosmetics .

non -working

non harbal
31%

1st Qtr
69%

63
The survey shows that most of the non working woman use herbal
cosmetics .

working

non harbal
29%

harbal
71%

64
Q.11) BRAND SWITCHING .

ATTITUDE STUDENT NON WORKING WORKING

CHANGE 34 22 10

NOT CHANGE 20 10 4

THE SURVEY THAT STUDENT GENERALLY CHANGE THEIR PRESENT

BRAND.

STUDENT

NOT CHANGE
37%

CGANGE
63%

65
THE SURVEY SHOWS THAT WORKING WOMAN CHANGE THEIR BRANDS
FREQUENTLY.

NON WORKING

CHANGE
28%

NOT CHANGE
72%

66
THE SURVEY SHOWS THAT NON- WORKING WOMAN CHANGE THEIR
BRANDS.

WORKING

NO CHANGE
29%

1st Qtr
71%

67
RESONS FOR CHANGE

 NEW PRODUCT INTRODUCTION – 20%

 PRICE CHANGE -29%
 AD-INTENCITY- 11%
 PACK CHANGE-4%
 PRODUCT IMPROVEMENT-36%

Q.12 ) same brand for all existing product category.

Respons student Nonworking Working

Yes 10 10 2

No 44 22 12

68
 student

yes
19%

no
81%

69
The survey shows that students use different brands for different
product.

non working

yes
27%

no
73%

70
The survey shows that non working woman do not use same brand for
all cosmetics . however. A few still use same brand.

working

yes
14%

no
86%

71
13) experience of duplicity

Experience student Non –working Working

Yes 12 12 2
No 42 22 12

student
yes no

22%

78%

72
The survey shows that a few student experienced duplicity

Sales

YES
35%

NO
65%

73
The survey shows that about one third of the non working woman have
experienced duplicate

working

yes
14%

no
86%

74
The survey shows that a very few working woman have experienced
duplicity . n a combined analysis shows that duplicity is being
experienced .

Behavior after experience duplicity

 Category switching 31%
 Brand switching 50%
 Brand loyal 19%

Q14) Regarding healthy impression about the qulity of cosmetics.

Response Student Nonworking Working

Yes 78 56 71

No 22 44 29

75
 student

NO
22%

YES
78%

The survey shows that student think that varity of cosmetics create a
healty impression about the qulity of cosmetics

76
 NON - WORKING

44%
1st no
2nd yes
56%

77
The survey shows that some non working woman think that varity of
cosmetics of a particular brand does not create a healthy impression
about the qulity of cosmetics

Sales

2nd no
29%

1st yes
71%

78
Q 15 ) brand usase in the family

Brand Student Non- warking Working

same 32 22 8

Difference 22 10 6

student

1st difference
41%

2nd same
59%

79
The survey shows that some families use all the product of cosmetics of
the same brand

NON WORKING

1st DIFFERENCE
31%

2nd SAME
69%

80
The survey shows that almost all the non working use cosmetics of the
same brand

working
1st same 2nd difference

43%

57%

81
16) price various utility

Pereception Students Non working working

yes 22 20 10

No 32 12 4

students

2nd YES
41%

1st NO
59%

82
The survey shows that students do not think that price is consummate
with the utility they offer.

NON - WORKING

1st NO
38%

2nd YES
62%

83
The survey show that non working women think that price is
consummate with the utility they offer

Sales
1st Qtr 2nd Qtr

29%

71%

YES 71%

NO 29%

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

84
SUGGESTION

Marketers should try to create brand loyalty by special change in

product .

They should try to generate positive word of mouth by delivering

quality products .

Duplicity should be checked as per standerds.

Proper attention should be given to make cosmetics free of

aftereffects for the promotion purposes , more attention to be given to
general and cosmetics store.

As media players an important role . TV and magazines should be

properly exploited

Celebrities and beauty consultants should be inclouded in

adevertisment for making them more effective

85
BIBLOGRAPHY
BOOK

Philip kotlar .” marketing management “

Schiffmean leon , knouck . leslie “ consumer behavior (prentics hall of

india pvt . ltd .)

MAGAZINE
Adevertising and marketing reader digest

WEBSITES

Wwwgooglesearch . com

Wwwkhoj.com

86
CONSUMER BUYING BEHAVIOUR AS REGARDS
COSMETICS

1) Do you cosmetics ?
(YES/NO)

If yes , then please specific their name below

2)Which cosmetics do you use ?

 Branded
 Local

3 )Reasons for buying and using cosmetics are ?

 To improve your personality
 Social influences
 Fashion and status symbol
 Health point of view
 Psychological satisfaction

4) What is your opinion about cosmetics ?

87
  Luxury
 Necessity
 Both

5) what factors do you consider while purchasing cosmetics ?

 Brand
 Price
 Qulity
 Packaging
 Ease of use
 Availability

6) What type of cosmetics do you like to buy ?

 Harbal ( )
 Non herbal ( )


7) Do you regulary use the same brand of cosmetics or change the

bran frequently ? if yes , than reasons for changing .

 Price change
 New brand introduction
 Product improvement
88
  Package change
 Advertising intensity
 Any other

8) Do you use the same brand of cosmetics for all the existing product
categories in cosmetics ? (YES/NO)

9) Have you eye experienced any inferiority / duplicity in cosmetics

you have purchased . if yes , how has that influenced your buying
behavior ?

 Brand switching
 Category switching
 Brand loyal
 Any other

10) Do you think cosmetics advertisement help you to decide on type

and specific brand of cosmetics ? if yes recall.

11) What are sources that make you aware of cosmetics ?

 BEAUTICIANS
 DOCTER
89
  SHOPKEEPERS
 FRIENDS
 Media

12) Does varity of cosmetics of a particular brand create a
healty impression on your mind about the quality of cosmetic
?.

(YES/NO)

13) Does all your family members use same brand / type of cosmetics ?

 Some ()
 Different ()

14) Do you thing that the price of cosmetics is general is consummate

with the utility the offer ?

(YES / No )

 NAME
 AGE
 PROFESSION
 ADDRESS

90
91