OBJECTIVE OF THE STUDY

Help in building a positive association with people thereby enhancing brand personality How to break the negative connotation of Being fashionable Why has Lakme missed out on promotional gauge despite roping in top brand ambassadors. How can the brand retain its lost spot?

PROBLEM IDENTIFICATION
The challenge which the cosmetic industry(lakme) has to break was the negative connotation of being fashionable. Though the brand missed out on during the past year despite

having roped top brand ambassadors is that it scored low on

promotional gauge. Threat of international majors like Revlon and Maybelline entered the fray in the mid-90s.

Hypothesis
In the classical tests of significance, two kinds of hypothesis are used the null hypothesis and the alternate hypothesis. Null hypothesis ( Ho) is used for testing. It is the statement

that no difference exists between the parameter and the

statistic being compared. Second is Alternative hypothesis

Formulating hypothesis
1. Ho: Respondents are satisfied with the quality of Lakme products. Ha: Respondents are not satisfied with the quality

2. Ho: Respondents are brand Loyal

Ha: Respondents are not brand Loyal

3. Ho: Respondents prefer lakme Ha: Respondents do not prefer lakme

Formulating hypothesis
4. HO: Respondent are satisfied nor aware of new product range

HA: Respondent are not aware of new range.

5. HO: Respondent do believe that endorsement by celebrity play any role in the decision making HA: Respondent do not believe that endorsement by celebrity play an important role in the decision making

Testing Hypothesis
Hypothesis is tested using chi square test Overall Satisfaction
2=86.1 Table value=9.49 Since the table value is less than the 2. So the Ho is rejected.

Loyalty
2=40.96 Table value=3.84 Since the table value is less than the 2. So the Ho is rejected.

Testing Hypothesis
Advocasy 2=4 Table value=3.84 Since the table value is less than the 2. So the Ho is rejected. Advertising/Communication effect 2=43.56 Table value=3.84 Since the table value is less than the 2. So the Ho is rejected. Price Level 2=54.503 Table value=5.99 Since the table value is less than the 2. So the Ho is rejected.

RESEARCH DESIGN
Our research is based on the Exploratory Study.

Research is exploratory when you use no earlier model as a basis of

your study. The most usual reason for using this approach is that you have no other choice.

The gradual process of accumulating intelligence about the object of

study means also that it will be impossible to start by defining the concepts of study.

We have collected our data by drafting a questionnaire and thereby

interpreted or analyzed or result by using the Microsoft excel.

Sample Desin
The sampling procedure used to produce any type of sample Sample size of 100 customers. Sample centre = Amity Girls hostel