A PROJECT REPORT

ON
COSMETIC

MARKETING

SUBMITTED IN PARTIAL FULLFILLMENT OF THE REQUIREMENT

OF THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS
ADMINISTRATION

Session (2014 2015)

SUBMITTED TO:
SUBMITTED BY:
DEPARTMENT OF COMMERCE
SIMRAN BINDRA
AND BUSINESS ADMINISTRATION
PUPIN NO. 17612000857

P.G.G.C SECTOR 11

CHANDIGARH

PANJAB UNIVERSITY,
CHANDIGARH

DECLARATION
this

I, SIMRAN BINDRA, hereby declare that all the information furnished in

work
partial

PROJECT, is my original work containing authentic facts. This piece of

is only being submitted to POST GRADUATE GOVT COLLEGE in the

fulfillment for the degree of

ADMINISTRATION.

BACHELORS OF BUSINESS

ACKNOWLEDGEMENT
With great pleasure I take the priviledge to acknowledge all
those who
have been involved in my project. I would like to take this
oppurtunity
to thank Prof. Hansraj HOD, Dept. Of

Business
opportunity

Commerce and

Administration, PGGC 11 Chandigarh for giving me an

to undertake this project, providing with his valuable views and

my

showing active interest in my project. I would give the credit to

project guide Ms. Ekta Faculty PGGC Sector 11 Chandigarh,

who

inspired me by through discussions and showed me the right

course to
pursue. The information and suggestions provided by her proved

to

be most valuable. I would also like to thank all the respondents

for their continuous support on my project. They have been a

source
abilities.

and

of inspiration and motivated me to perform to the best of my

Last but not the least would I like to thank my friends, family members
all those people who helped me for the completion and helping me in
consumer behaviour towards cosmetic products and their use.
Working on this project has proved to be an enlightening experience

for me.

Simran Bindra
B.B.A
Final Year

PREFACE
Consumer behaviour is the key factor affecting
the

today's

marketing environment. After the

liberaliation and the globalization there has been a

sea change in the Indian market scenario. The MNC's
have entered the fray, which forced

the

Indian

giants to change their strategies. There is a

cutthroat competition and in order to survive and
to have an edge over competitors, marketers have
realized

the

value

of

consumers.

Consumers

orientation is the key word in present times.

I feel it my pleasure to work on this topic and

present this study in form of research project report
a that is essential for every BBA student. The purpose
of this project is to provide the students with the
practical exposure of the market in today's changing
scenario. It helps in the development of practical
skills and analytical thinking process. It provides with
basic skills required to perform the survey; and
statistical tools required analyzing the data. Also it
makes more aware about the perceptions and tastes

of consumers. Thus it helps in molding the students

according to the requirements of market.

Consumers

buying

have

preferences

tastes

choices

changed

becoming more conscious. Change in consumers

perception has made a situation of unsatisfaction
among consumers. There has been a lot of change in
the rural consumers. Their living standard has got
uplifted and they are ready to spend more to have
qualify products.

The present study is based on the behaviour of the

consumers in urban area (mohali) while purchasing
cosmetics.

It

gives

the

information

about

the

attitude, perception
cultural,

and

economic,

effect

of

demographic

social,
and

psychographics factors on purchase of the consumers.

TABLE OF CONTENT
CHAPTER 1Introduction
CHAPTER 2Growth Trends And Prospects
CHAPTER 3Cosmetics

Market Segmentation
Distribution Network
Price Segmentation
Popular Segmentation
Economy Segmentation

CHAPTER 4Consumerology
CHAPTER 5Research Methodology
CHAPTER 6Findings
CHAPTER 7Analysis Study Given By Students
CONCLUSION

Chapter 1

INTRODUCTION
Use of cosmetics is not latest trend, it has its roots
deep within the annals of history. The word cosmetic
has been given this modern name lately. Through
regular and formal use of cosmetics has gained
momentum now, it has been in some form or other
since a long time.

To cite an example of the long usage of cosmetic,

the cosmetics depict had found its origin in China in
the 4th century BC.

Indian too has not remained far behind in the

development and frequent usage of cosmetics.
Household utility like haldi, chandan, basan uptoon
have been used centuries to preserve the natural
beauty of skin. The reason for their usage was

adequate availability of pure material, apt knowledge

of natural formulation and virtually zeros effects.

The cosmetics industry, which started glowing in the

early

1990s,

is

expanding

exponentially. With more women and men becoming

conscious

of

their

and

willing to spend on their grooming, this industry has

been

growing

at

20-25

percent the last few years. No wonder then that the

shelves are stocked with a

plethora of products and brands, targeted at various

segments,

catering

to

the

various needs of customers. The enormous growth in

this segment has not only attracted many MNCs but
also provided space for many Indian companies to
foray or expand their product range.

Chapter 2

GROWTH TRENDS AND PROSPECTS

An ORG-Marg study reveals that while most FMCG

products were affected by the general slowdown, this
segment witnessed relatively good growth in volume
and value 2001. Not only have more people started
using cosmetics, they are also willing to pay more to
look and feel good. The penetration rate is higher in the
skin-care

segment

compared

to

lipsticks.

While

volume growth has remained low, at 3 percent, in the

case of lipsticks, much of the value growth ha come
from price rises.

This not only means that consumers are willing to

spend

the

extra

bit

to

look

and feel good, but also indicates the constant up

gradation
premium

from
products.

Though

mass
mass

to
products

still

constitute

major

portion

of

the

market, a certain segment is obviously ready to

upgrade

to

the

next

category

as

disposable incomes rise. Increased media exposure,

the

willingness

to

spend

more on personal care, consciousness about looks,

and

advertisements

and

promotions targeting various consumer segments are

some

reasons

for

these

trends in consumption and penetration. The growth

trends

definitely

send

positive signals about the industry prospects. With

numerous

players

fighting

for market share, is the industry really big enough and

the growth high enough

to accommodate all the players? What makes a player

tick and create a niche for itself in the market? These
questions need to be pondered upon before jumping to
conclusions about the industry's prospects.
Value growth

Value growth

Price growth

Skin Care

11

Lipsticks

13

Though most players see huge opportunity in this

industry,

what

would

actually

work wonders for the players is strong brand

promotion,

good

distribution

network, constant innovation and quality improvement,

the

ability

to

provide

variety of products and introduce affordable products

without
quality.

compromising

on

Cosmetics are still seen as elitist products and may

be

the

last

thing

on

an

average Indian consumer's mind. Though the low

penetration
cosmetic
market

levels

products
for

for

suggest

most

much

cosmetic

potential,

the

products

may remain a niche market, accessed by a small

proportion

of

the

consumers.

Despite the tall claims, the actual growth prospects

would
extent.

be

limited

to

this

From the investment perspective, though many big

listed

companies

have

presence in the various sub-segments of the industry,

HLL

is

the

only

listed

company that has a visible presence across all

segments.

Being

diversified

large company, the turnover from this segment may

be

too

small

for

HLL

to

affect investment decisions. As to the recent entrants

such

as

Dabur

and

Dr.

Morepen, it may be a while before their financials

reflect

the

dynamics

of

this

industry. The other listed players are Emami and J.L.

Morison

(India).

Despite

their good financial track records, investing in these

stocks

may

be

highly

risky

for a retail investor as low traded volumes and

equity
stocks.

base

characterize

the

Chapter 3

COSMETICS

The cosmetic segment primarily comprises of

colour

cosmetics

(Face,

eye,

lip

and nail care products), perfumes, talcum powder

and

deodorants.

All

these

are

very small segments. Talcum powder is the most

popular

cosmetic

product

in

India. This market is estimated at Rs.3.5 bn and is

yet

growing

at

10-12%

in

pa.

Awareness is very high at 80% with a penetration

of 45.4% in urban areas and
25.2% in rural areas. Pond's dominates the talcum
market with a 70% share

following by Johnson &

Johnson, which has a 15% market share.

Attar and alcoholic perfumes each account for 50%

of

the

fragrance

market

estimated at Rs. 3 bn. In the alcoholic perfumes

market, 1/3rd represnted an unorganized, with the
balance largely imported. The June 98 budget halvd
duties to 50R Lakme ha a minor presence in the
segment. Perception of damage to skin on account of
chemical ingredients restricts usage of face care
products. The nail polish market is the largest at Rs.2530%.

Deodorants have a very negligible presence in the

Indian

market

an

estimated

of

Rs. 0.3 bn. Wordwide, deodorants is the largest market

followed

by

shampoos

and

couple

skin

toothpaste.

of

care,

HLL

has

products

launched a
in

this

segment.

MARKET SEGMENTATION
The Indian market can be segmented in terms of
product category and price. Again oral care, hair care
shampoos & oils, skin care, soaps and distribution
network may divide the product categories. s

ORAL CARE
The

oral

care

market

toothpaste
(23%)

(60%),

and

toothpaste
platform,

can

toothbrushes
is

sold

around

propositions.

On

the

segregated

into

toothpowder

(17%).
on

35%

be

is

While
the

sold
other

60%

of

family
on

cosmetic
hand,

while toothpowder accounts for 52% of the market, red

toothpowder

accounts

for 40% and black toothpowder accounts 8%. The

penetration level of
toothpaste/powder in urban areas
areas. Traditional

3 X that in the rural

materials such as neem and tobacoo are popular for cleaning

in the rural areas,
Frequency of usage for toothpaste is only 1.5 times among
other consumers,
compared with 2 times in the developed world. Per gm
in Thailand.

HAIRCAREOILS
The hair oil market is huge, valued at Rs.6 bn. Due to
the varied consumption habits of consumers across
the country, where coconut oil and edible oil are
interchange used, the size of the market is likely to
be higher than estimated. More importantly, the
market is growing at an impressive 6-7% in volume
terms despite the high penetration level.

Usage of hair oil is a typical Indian habit with 50%

of the population out of which some perceive that
massaging the head with hair oil has a cooling impact.
The penetration of hair oil is fairly high at around 87%
and evenly distributed among the urban and rural
areas.

HAIR CARE SHAMPOOS

The shampoo market in India is valued at Rs.4.5 bn
with the penetration level at 13% only. The market
is expected to increase due to lower duties and

aggressive marketing by players Shampoo is also

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

The Indian shampoo market is characterized by a

twin benefit platform; cosmetic and antidandruff. It is
basically an upper middle class product, as more than
50% of the consumers use ordinary toilet soap for
washing hair.

While the awareness level is high, the penetration level

is very low even in the metros, which is only 30%.
Urban

markets

account

for

80%

of

the

total

shampoo market; the penetration level is rapidly

increasing due to decline in excise duty, which was
120% in 1993 to 30% currently.

SKINCARE
The skin care market is at a very nascent stage with
basic

requirements

of

the

consumers

being

protecting the skin from cold and dryness in winter,

and improving fairness of the skin. Most of the
product categories are niche segments.

While the awareness rate is high in both urban areas

accounting for 60R and rural areas accounting for
30% the penetration level is low for both. This is
because of apprehensions that usage of skin care

products may benefit in the long run due to the

chemical contents. Many households prefer to use
traditional and natural home made products.

Since the market is at a very nascent stage with very

low penetration levels, the growth rates are expected
to be higher at 24-255 over the next five years. New
players such as Avon and Oriflame have entered the
market with the natural ingredient benefit platform,
which could further spur growth.

SOAPS
The product categories can be classified into three
segments;

premium

(Lux,

Dove), popular (Nirma, Cinthol), and economy (Nirma

Bath,

Lifebuoy).

The

price differential between the premium and economy

segments

is

about

2X.

The

popular and economy segments account for about

4/5ths

of

the

entire

market

for

soaps.

Penetration of toilet soaps is high at 88.6%. However

per capita consumption levels remain low India's per
capita consumption of soap at 460 gms per annum is
lower than that of Brazil at 1,100 gms per annum.

DISTRIBUTION NETWORK :
Soaps are available in 5 ml retail outlets in India, 3.75
m

of

which

are

in

the

rural

areas.

Therefore

availability of these products is not a problems 75% of

India's population is in the rural areas; hence about

50% of the soaps are sold in the rural markets.

PRICE SEMENTATION
Price

is

cosmetics

common
market.

basis
The

accordingly now describe:

for

segmenting

the

market segments formed

POPULAR SEGMENT
The sector is divided into two distinct segments-the
premium

segment

catering

mostly

to

urban

higher/upper middle class and the popular segment

with prices as low as 25%-30% of the premium
segment , catering to mass segments in urban and
rural markets. The premium segment is less price
sensitive and more brand conscious.

ECONONY SEGMENT
India's rural markets have been a lot of activity in
the last few years. Since penetration levels are pretty
high in most categories, future growth can come only
deeper

rural

penetration.

FMCG

majors

are

aggressively looking at rural India since it accounts for

70% of the total Indian households.

Chapter 4

CONSUMEROLOGY

The term consumer is often used to describe two

different kinds of consuming entities; the personal
consumer and the organizational consumer.

The personal consumer buys goods and services for is

or

her

own

(e.

g.

soap,

shampoo etc.) for use of the household (e.g.TV VCR or

car)

or

as

gift

for

friend (e.g. bike, camera etc.). In each of these

cases,

individual

who

are

referred to as end uses or ultimate consumers buys the

goods for final use.

The

organizational

consumer

buys

goods

and

services

in

order

to

run

their

organization.

Manufacturing companies buy raw material etc. to

manufacture and sell their own products. Institutions
buy the material they need to maintain themselves.

UNDERSTANDING CONSUMEROLOGY
IMAGE SELLING
Whenever a consumer purchase a product, he is not
just buying a brand. He is also buying an image that
is associated with the brand. Every marketer, and
marketing

company,

operates

with

the

sole

objective of crafting an array of

image, and reinforcing this diverse image in a

contextual framework that is relevant to the target
segment. In ensures that the company is able to bring
the brand so close to the consumer that the brand
creates a special place for itself in the consumer's mind

Imagery is

everything.

When

consumer

parts

with money to purchase a product, it is actually a

response to the image that a particular band of
the product has cotnrived in his mind. This image,
when confronted by a need state translated itself into
a

purchase

decision.

During

this

period,

the

consumer is creating a relationship with the brand

which, depending on is consumption experience,
determines
consumer.

the
A

future-buying

series

of

good

pattern
repeat

of

the

purchase

experience gives you a local customer.

CONSUMER BEHAVIOUR
Consumer behaviour is the study of individual,
individual in a group as whole
while the individual decides to spend his/her time,
effort and money on
consumption related items. Consumer behaviour
refer to the behavior that
consumer displays in searching for, purchasing using,
evaluating and isposing
of products and services that they expect will satisfy
their needs.
They study of consumer behaviour is the study of how

individual make decision

to spend their available resources viz. Time, money and
effort on they buy from,
where they buy it, how often they buy it and how often
they use it. Take the case of consumer durable e.g.
the T.V. set. What features they look for? What is the
reason for buying particular T.V. Set? How likely are
they to replace their old

models when new models with added features

become available?

The answer to such question can only be found

through consumer research that provide. TV
manufacture with important product scheduling,
design modification and opting final strategy.

Although this study focuses on how and why consumers make

decision to buy
T.V Consumer behavior and considers the uses consumers make
of the good
they buy and then subsequent equations. For example, a buyer

may experience
dissatisfaction to friend, and in turn influence his friend future
TV purchase
decision or may vow never to buy same brand or model again,
prescribing his
own future selection decisions. Each of these possible
consequences of
consumer post purchase strategies into their promotional
campaigns.

NEED OF CONSUMER BEHAVIOUR STUDY

For marketers, it is important for us to decide to whom
to direct the promotional efforts by recognizing why
and

how

individuals

make

their

consumption

decisions. If marketers understand consumer behavior

they are able to predict how consumer are likely to
react to various informational and environmental cues,
and able to shape their marketing strategies accordingly.

The initial thrust of consumer research was from a

managerial

perspective;

marketing manager wanted to know the specific

causes

of

consumer

behavoir.

They also wanted to know how people receive, store

and
related

use
information,

marketing

consumption
so

strategies

that

they

to

could

design

influence

consumption decisions. They regarded the consumer

behavior
applied

discipline
marketing

consumer

as

an

science; if they could predict

behavior,

they

could

influence it.

DEVELOPMENT OF THE FIELDS OF

CONSUMER BEHAVIOUR
There are a number of reasons why the study of
consumer behavior developed as separate marketing
discipline. Marketing had long noted that consumer
did not always act or react as marketing theory
would suggest. The size of the consumer market in
this country highly diversified. Even in industrial

markets, where needs of good and services are

always homogeneous than in consumer markets,
buyers are exhibiting diversified preferences and
less predictable purchase behavior.

To better meet the needs of specific groups of

consumers,

most

marketers

adopted a policy of market segmentation, which

called

of

the

division

of

their

total potential markets into smaller, homogeneous

segment

for

which

they

could

design specific products or promotional campaigns. To

try

to

improve

the

new

product success rate to try to ensure consumer

acceptance

marketers

make

determined efforts to learn everything they could

about their perspective

consumer i.e. their needs, preference, changing

life

style.

Research

into

consumer behavior provided them with necessary

insights

to

develop

new

products

and

services

and

to

design

persuasive

promotional strategies.

The growth of consumer movement created an urgent

need

to

understands

how

consumers make consumption decision e.g.

order
consumer

to

identify

confusion

and

sources
deception,

in

of
consumer

advocates sought to discover perceive and interpret

various marketing and promotional information i.e.
promotional appeals, package labels, warranties etc.

Most of organizations have recognized that need to

market globally to achieve major economics of scale.
Marketers now use cross cultural consumer research
studies as the basis for product development and
promotional strategies to meet the needs of targeted
consumers.

FACTORS

INCLUENCING

BEHAVIOUR
FACTORS

BUYING

PSYCHOLOGICAL

Diversity in human behavior often causes us to look

the

fact

that

people

are

really very much alike. Psychologists and consumer

behavior

agree

that

most

people tend to experience the same kinds of needs

and

motives,

they

simply

express these motives in different ways. For, this

reason
human

an

understanding

of

psychology is very important to market place.

The human psychology is

major factors that influence the buying behavior of

the

consumer.

Under

the

psychological factors the following points are taken into

consideration
HUMAN NEEDS
MOTIVATION
PRECEPTION
LEARNIGN
ATTITUDE

OBJECTIVE OF THE STUDY

Objectives are the route map of any research. Without
setting objectives any research would be meaningless
and all the efforts of the researcher will go in vain.
The

objectives

of

this

project

titled

"consumer

behaviour regarding purchase of cosmetics" were:

1) Finding major factors
decision

that influence the purchase

of

consumers

to purchase cosmetics.
2) To find out the variety of cosmetics, the women and students
prefer most.
3) The brands, which are popular for the particular type of
product.
4) The expenditure and the frequency of using the cosmetics.
5) Determining the

sources

women

the

get

from where the

information

about cosmetics.
6) Consumer perception towards the cosmetics ads.
7) Whether they are influenced and inspired by the ads.

Chapter 5

RESEARCH METHODOLOGY

Problem Formulation:
It

has

normally

observed

that

most

of

the

marketers are spectacle about consumers in India.

Each company tries to provide more information about
their products for consumers. Very few companies are
really

providing

information

according

to

the

requirement of Consumers. They look for bargaining

and lack of proper advertisement about products.

Thus being a BBA student I felt, I should study the

effectiveness of information of the product of cosmetic
consumers in depth. Another side of coin is that
cosmetic market in India is growing rapidly and
enormous untapped potential lies there. Thus also
motivated me for selecting my topic of study as
"Consumer buying behaviour regarding Cosmetic in
Yamuna Nagar City".

Research Methodology:
Market

research

methodology

is

as

old

as

the

marketing is without which it is almost impossible to

reach at any tangible decision. Although various
methods are adopted to undertake this activity but the
goal is almost same i.e. to reach on a final decision or
solution of the problem.
There is a very
doing

famous quote "if you are confident of

something,

half

of

the work is done". And confidence comes when you

have a proper framework

for the particular job . Hence to carry out any work of

necessary to chalk out a framework.

To carry out the research project, we first define the

research methodology that is to be used for the
research.
Research

Methodology

systematically

solving

is

the

the

way

of

research

problem. It may be understood as a science of

studying

how

research

is

done

scientifically. In it we study the various steps that are

generally

adopted

during

the course of research along with the logic behind

them.

It

is

necessary

for

the

research to know not only the research methods but

also the methodology.

The purpose of the research is to discover the answers

to the questions through the application of scientific
procedures. Though each research study has its own

scientific objectives, we may think of research

objective as falling in to a number of following broad
groupings:
1) To gain familiarity with a phenomenon or to achieve new
insights into it.
2) To portray accurately the characteristics of particular
individual situation.
3) To determine the frequency with which something
occurs

or

with

which

it associates with something else.

Nature of the project:

The project assigned to me was the "Consumer
buying

behaviour

regarding

Cosmetic in Mohali". The consumers survey was

conducted

in

Mohali area. Data is collected people who are living in

Yamuna

Nagar

area.

Survey Planning:
Planning is the most essential part for a successful
survey. A right approach has to be decided before
heading forward keeping in mind the objective.

Due consideration has to be given at this stage towards:

1) Purpose of the survey
2) Scope of the survey
3) Units of the data collection
4) Sources of data
5) Techniques of data collection
6) Degree of accuracy desired
7) Miscellaneous consideration

SAMPLING PLAN:
Sample Size
Consumer (100)

Survey Methodology
Collection of Data:
This is the first step of the process. It forms the
foundation for the whole of statistical analysis. Faulty
data can lead to unreliable conclusions so most care is
required while collecting the data.

Nature of data collection:

Primary Sources of data
Questionnaire
Secondary sources of data Area Covered

: Interview and

Internet and

Magazines
Area Covered

: Mohali

Instrumental Survey

Questionnaire

Types of Questions
Ended/Open Ended

: Close

b) Organizing the date:

Collected data are meaningless unless presented
in a proper manner to make

them

useful

in

decision making. The data obtained is edited,

classified and put in as tabulated form to make it
understandable.

c)

Presentation:
After collecting and analyzing the data, it is ready
for

presentation.

There

are different modes of presentation including

charts,

diagrams

and

graphs

etc. The main purpose of presentation

the collected data into an

is to put

easy readable form. In the present project report

data has been graphically presented by pie
diagrams.

d)

Analysis of data:
Having gathered the data, the researcher has to
proceed towards drawing conclusion by logical
inference. At this stage, the data is in a
tabulated form and requires to be interpreted.
With SPSS Software to analysis the data. Thus,
analysis

involves

the

refinement

and

manipulation of data. It basically involves.

Bringing the raw data in to

measured

data.

Summarizing the data.

Applying analytical methods to manipulated
the data so that their interrelations and
quantitative meaning become evident.
Tools of Analysis: Percentage and Bar Diagram.

e)

Interpretation:
Interpretation means to bring out the meaning
of

data

or

convert

into

.
information. The climax of the research process
is

approached

as

one

prepares to draw conclusion for the data

analyzed.
investigation

The
culminates

inference that leads to

whole
reaches

in

drawing

conclusion. This phase calls for a high degree of

interpretative skill both quantitative and logical.

ANALYSIS OF RESPONSES GIVEN BY

STUDENTS,
NON-WORKING AND WORKING
WOMEN
Q.1 USAGE OF COSMETICS
Product

Students

Non-working

Working

Shampoo

54

32

14

Eye Liner

40

20

Kajal

Face Wash

42

10

Moisturizer

34

20

Muscura

Compact

14

Conditioner

Bleach Cream

20

18

12

Astringent

16

Cleansing Milk

36

20

Foundation

12

Lipstick

50

24

12

Perfume

30

16

10

Deodorant

44

12

12

Nail Paint

48

Cream

34

For Students

Shampoo
Eye Liner
Nail Paint
Cream

Kajal
Face Wash

Deodorant

Moisturizer

Perfume
Lipstick
Foundation
Cleansing Milk

Muscura
Compact
Conditioner
Bleach Cream
Astringent

Non-working

Nail Paint
Cream
Deodorant
Perfume

Lipstick
Foundation
Astr
ing
ent

Clea
nsing
Milk

Shampoo
Eye Liner

Kajal

Face Wash
Moisturizer
Muscura
Compact
Conditioner
Bleach Cream

Working

Cream
Nail Paint
Deodorant
Perfume

Shampoo
Eye Liner
Kajal
Face Wash

Moisturizer

Lipstick
Foundation
Cleansing Milk
Astringent

Muscura
Compact
Conditioner
Bleach Cream

THE POPULAR BRANDS AMONG

Product
Shampoo

Students

Non-working

Sunsilk, Pentene Clinic Plus,

Working
Clinic Plus,

Sunsilk

Vatika

Eye Liner

Lakme

Lakme

Lakme

Kajal

Lakme

Lakme

Lakme

Face Wash

Ponds, Pears

Ponds

Ponds, Pears

Moisturizer

Ponds, Pears

Ponds

Ponds, Pears
Revlon, Lakme

Muscura

Lakme

Lakme

Compact

Lakme

Lakme

Lakme

Conditioner

Ultura Doux

Ultra Doux

Ultra Doux

Bleach Cream

Fem, Joilen

Fem, Jolen

Fem, Jolen

Astringent

Ayur

Ayur

Ayur

Cleansing Milk

Lakme, Ayur

Lakme, Ayur

Shenaz, Ayur,
Lakme

Foundation

Lakme

Lakme

Lipstick

Lakme

Lakme Relon Lekme, Revlon

Perfume

El-Paso, Elle

Rexona, Do-it Charlie, Oriflame

Deodorant

Elle-18 Rexor

Rexona

Touch, Revlon

Elle-18, Fa,
Ponds

Nail Paint

Revlon, Lakme Revlon, Lakme, Alpha, Lakme

Alpha
Creams

Charmis F & L

Ponds Nivea

Nivea, Ponds

Q2. TYPES OF COSMETIC USED:

Type

Students

Non-working

Working

Branded

40

24

Local

14

STUDENTS

L
o
c
a
l
2
6
%

Branded
74%

The survey shows that students use branded cosmetics.

NON-WORKING

L
o
c
a
l
4
3
%
Branded
57%

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

WORKING

L
o
c
a
l
2
5
%

Branded
75%

The survey shows that working women use branded cosmetics.

Q3. REASON FOR USING COSMETICS:

Reason

Students Non-working Working

To improve your personality 26

Social influences

10

Fashion and status symbol

Health point of view

Psychological satisfaction

10

Students

Psychological
satisfaction
19%
To
im
pr
ov
e
yo
ur
pe
rs
on

ali
ty
Health point of
view
15%
Fashion and status
symbol
9%
Social influences
9%

48%

The survey shows that students buy cosmetics, keeping in mind

health and

personality improvement. Fashion and status and

social influences do not cater much.

Non-working
Psychological
satisfactio
To improve
n
your personality
13%
28%
Health point of
view
13%
Fashion and
Social
status symbol
influences
16%
30%

The survey shows that the non-working buy cosmetics

for their psychological satisfaction and health.
Working
Psychological
satisfaction
14%
Health point of
view
7%
Fashion and status
symbol
14%
Social influences
21%

The

survey

shows

that

To improve your
personality
44%

working

women

buy

cosmetics to improve the personality and they are

also effected by social influences.

Q4. PERCEPTION ABOUT COSMETICS:

Perception

Students

Non-working

Working

Luxury

10

Necessity

36

24

10

Both

Students

Both
15%

Luxury
19%

Necessity
66%

The survey shows that students perceive cosmetics to be a

necessity.

Non-working

Necessity
75%

Both

Luxury

6%

19%

The survey shows that non-working perceive cosmetics to be

necessity.

Working

Both

Luxury

14%

14%

Nece
ssity
72%

The survey shows that working women perceive cosmetic to be a

necessity.

Q5. FACTORS BEHIND BUYING DECISION

Factors

Students

Brand

40

Price

48

12

Quality

24

10

Packaging

Ease of Use

14

Availability

20

Students
Availability
13%

Non-working

Working

Ease of Use
9%
Packaging
4%
Quality
16%

Brand
26%

Price
32%

The survey shows that students consider price and

brand name to an important determinant in buying
cosmetics.

Non-working
Availability
11%
Ease of Use

Brand
22%

17%
Packaging
6%
Quality
11%

P
ri
c
e
3
3
%

The survey shows that the

non-working women

consider brand name price and ease of use to be an

important determinant in buying cosmetics.

Working
Availability
6%
Ease of Use
Brand

6%

26%
Packaging
13%

Price
Quality

16%

33%

The survey shows that the working women consider

quality and brand name to be important determinant in
buying cosmetics.

Q6. SOURCE OF INFORMATION

Sources

Students

Non-working

Working

Beautician

34

10

Doctors

Shop-keepers

Friends

48

16

Media

30

24

12

Students

Media
24%

F
r
i
e
n
d
s
4
0
%

Doctors
6%
Beautician

Shop-

27%

keepers
3%

The survey shows that friends and beautician are

sources that make students aware of cosmetics.

Non-working

Bea
utici
an
18%
Doctors
Media

7%

42%

Shopkeepe
rs
4%
Fri
en
ds
2
9
%

The survey shows that media and friends make nonworking women aware of cosmetics.

Working
Beau
tician
23%
D
o
ct
or
s
0
%
Media

Shop-

46%

keepers
0%

Friends
31%

The survey shows that media and friends influence working women.

Q7. OUTLETS FOR PURCHASE:

Outlets

Students

Non-working

Working

General Stores

46

24

10

Exclusive

Beauty Parlours

28

Cosmetic Stores

14

Cosmetic

Students

Cosmetic
Stores
15%
General
Beauty
Parlours

30%

Exclusive

Stores

Cosmetic

51%

4%

The

survey shows that student generally buy

cosmetics from general stores and parlors.

Non-working
Cosmetic
Stores
13%
Beauty
Parlours
13%
Exclusive
Cosmetic
0%

General
Stores
74%

The survey shows that non working women largely buy

cosmetics from general stores.

Working
Cosmetic
Stores
13%
Beauty
Parlours
20%
Exclusive

General

Cosmetic

Stores

0%

67%

The survey shows that working women buy cosmetics from general
stores.

Q8. EXPENDITURE ON COSMETICS:

Expenditure

Students

Non-working

Working

0-50

50-100

32

12

100-150

10

150-200

More

10

Students

More
11%
150-200

0-50
15%

7%
100-150
7%
50-100

60%

The survey shows that students spend Rs. 50-100 monthly on

cosmetics.

Non-working
More
0%
0-50
150-200

14%

7%
100-150
36%
50-100
43%

The survey shows that non working women spend on

an average Rs. 50-100 on cosmetics.

Working
50-100

100-150

0%

0%
0-50
0%

150-200
29%

More
71%

The survey shows that working women spend on an

average Rs. 150-200 on cosmetics.

Q9. EFFECT OF COSMETIC ADVERTISEMENT:

Effect

Students

Non-working

Working

Help

36

Not Help

18

24

Students

Not Help
33%

H
e
l
p

6
7
%

The survey shows that advertisement help many

students to decide on type and specific brand of
cosmetics.

Non-working

H
e
l
p

2
5
%

Not Help
75%

The survey shows that housewives are generally not

influenced by cosmetic advertisements in deciding
type and specific brand of cosmetics.
Working

Not Help
43%
Help
57%

The survey shows that cosmetic advertisements play a

role in helping working women to choose on specific
brand and type of cosmetic.

Q10. TYPE OF COSMETICS:

Type

Students

Non-working

Working

Herbal

40

22

10

Non-herbal

14

10

Students

Non-herbal
26%

H
e
r
b
a
l
7

4
%

The survey shows that students preferred to use herbal cosmetics.

Non-working

Non-herbal
31%

H
e
r
b
a
l
6
9
%

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

Working

Non-herbal
29%

H
er
b
al
7
1
%

The survey shows that working women prefer herbal cosmetics.

Q11. BRAND SWITCHING

Attitude

Students

Non-working

Working

Change

34

22

10

Not change

20

10

The survey that students generally change their present brand.

Students

Not change
37%

Ch
an
ge
63
%

The survey shows that working women change their brands

frequently.

Non-working

Not change
31%

Ch
an
ge
69
%

The survey shows that non - working women change their brands

Working

Not change
29%

Ch
an
ge
71
%

Reason for Changing:

New product introduction

20%

Price change

29%

 Ad-intensity

11%

Pack change

4%

Product improvement

36%

Q12. SAME BRAND FOR ALL EXISTING PRODUCT CATEGORY

Response

Students

Non-working

Working

Yes

10

10

No

44

22

12

Students

Y
e
s

1
9
%

No
81%

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

Non-working

Y
e
s

3
1
%

No
69%

The survey shows that non working women do not

use same brand for all cosmetics. However, a few still
use same brand.

Working

Y
e
s

1
4
%

No
86%

The survey shows that a very high percentage of

working women use different brands.

Q13. EXPERIENCE OF DUPLICITY

Experience

Students

Non-working

Working

Yes

12

12

No

42

22

12

Students

Y
e
s

2
2
%

No
78%

The survey shows that a few students experienced duplicity.

Non-working

Y
e
s

3
5
%

No
65%

The survey shows that about one third of the non

working women have experienced duplicate.

Working

Y
e
s

1
4
%

No
86%

The survey shows that a very few working women

have experienced duplicity. A combined analysis shows
that duplicity is being experienced.

Behaviour after experience duplicity

*

Category switching

31%

Brand switching

50%

Brand Loyal

19%

Q14.

REGARDINGF

HEALTHY

ABOUT

IMPRESSION
THE

QUALITY OF COSMETICS.
Response

Students

Non-working

Working

Yes

78

56

71

No

22

44

29

Students

No
22%

Y
e
s

8
%

The survey shows that students think that variety of

cosmetic create a healthy impression about the quality
of cosmetics.

Non-working

No
44%
Y
e
s

5
6
%

The survey shows that some non working women think

that variety of cosmetics of a particular brand does
not create a healthy impression about the quality of
cosmetics.

Working

No
29%

Y
e
s

7
1
%

The survey shows that like students working women

also think that variety of cosmetics create a healthy
impression about the quality of cosmetics.

Q15. Brand Usage in the family

Brand

Students

Non-working

Working

Same

32

22

Difference

22

10

Students

Difference
41%
S
a
m
e
5
9
%

The survey shows that some families use all the

products of cosmetics of the same brand.

Non-working

Difference
31%

S
a
m
e
6
9
%

The survey shows that almost all the non working

use cosmetics of the same brand.

Working

Difference
43%
S
a
m
e

5
7
%

The

survey

working

shows

women

different brand.

that
families

almost

half

of

the

use cosmetics of the

16. PRICE VERSUS UTILITY

Perception

Students

Non-working

Working

Yes

22

20

10

No

32

12

Students

Y
e
s

4
1
%

No
59%

The survey shows that students do not think that price

is consummate with the utility they offer.

Non-working

No
38%

Y
e
s

6
2
%

The survey show that non working women think that

price is consummate with the utility they offer.

Working

No
29%

Y
e
s

7
1
%

The survey shows that like working women also think

that price is consummate with the utility they offer.

SUGGESTIONS
Marketers should try to create brand loyalty
by special changes in product.
They should try to generate positive word of
mouth by delivering quality products.
Duplicity should be checked as per standards.
Proper attention should be given to make cosmetics free of
aftereffects.
For the promotion purposes, more attention to
be given to general and cosmetic store.
As media plays an important role. TV and
magazines should be properly exploited.
Celebrities and beauty consultants should be
included in advertisements for making them more
effective.

BIBLIOGRAPHY
BOOKS
Philip Kotler, "Marketing Management".

Schiffmean

Leon,

knouck.

Leslie,

"Consumer

Behaviour' (Prentice hall of India Pvt. Ltd.)

MAGAZINE
Advertising and marketing
Reader Digest

WEBSITES
www.googlesearch.com
www.khoj.com

CONSUMER BUYING BEHAVIOUR AS REGARDS COSMETICS

1)

Do you use cosmetics? (Yes/No)

if yes, then please specify their name below

2)

Which cosmetics do you use?

Branded
Local

3)

(
(

Reasons for buying and using cosmetics are

To improve your personality. (
Social influences

4)

Fashion and status symbol

Health point of view

Psychological satisfaction

What is your opinion about cosmetics?

Luxury

Necessity

 Both
5)

What factors do you consider while purchasing cosmetics?

Brand

Price

Quality

Packaging

Ease of use

 Availability
6)

What are the sources that make you aware of cosmetics?

Beauticians

Doctors

Friends

Media

Shopkeepers

7)

From where do you purchase cosmetics?

General stores

Exclusive cosmetics stores

Beauty parlors

Cosmetics stores
8)

How much on an average do you spend on cosmetics?

0-50

50-100

100-150

150-200

More

9) Do you think cosmetics advertisements help you to

decide on type
and specific brand of cosmetics? If yes recall.

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

A)

Herbal

B)

Non Herbal

(
(

11) Do you regularly use the same brand of cosmetics or change

the bran
frequently? If yes, then reasons for changing.
Prince change

Advertising intensity

Any other

New brand introduction (

Product improvement
Package changes

12) Do you use the same brand of cosmetics for all the existing
product
categories in cosmetics?(Yes/No)

13) Have you eve experienced any inferiority/duplicity in

cosmetics you have
purchased. If yes, how has that influenced your buying
behaviour?

Brand switching

Category switching

Brand loyal
Any other

14) Does variety of cosmetics of a particular brand create a healthy

impression on your mind about the quality of cosmetics?
(Yes/No)
15) Does all your family members use same brand/ type of
cosmetics
Same

Different

16) Do you think that the price of cosmetics in general is

consummate with
the utility they offer?
(Yes/No)
Name
Age
Profession
Address