RESEARCH PROPOSAL ON

CONSUMER BUYING BEHAVIOUR IN COSMETIC PRODUCTS

Nirav A Shah (1627618)

Yagna Thej Reddy (1627629)
Anusha G Bedekar (1627634)
Ramya Jodavula (1627639)
Jyothishree Rachaputi (1627640)
Sarangi Uthaman (1627654)

EXECUTIVE SUMMARY

Personal care sector is associated in integral part of the nations

economy
with
its immense
potential. The
personal care trade is one
among the
biggest client sectors within the country.

The Buying power and disposable incomes of the

Indian client have significantly raised and it's created phase for
leading organizations during this segment within the last
decade, leading to fantastic growth during this sector

This analysis focuses on the various selling variables that

affects the
feminine cosmetic
consumption
further as
their deciding
process
for getting the
cosmetic product
the analysis investigates
and
evaluates
attitude
characteristic that affects client shopping for behavior of male
cosmetic products.

BACKGROUND

The cosmetic industry is dominated by a low range of multinational

corporations that originated within the early twentieth century, however the
distribution and sale of cosmetics is unfold among a good range of
various businesses.

The largest cosmetic corporations are The L'Oral cluster, The Procter &
Gamble
Company, Unilever, Shiseido
Company
Limited and Este
Lauder corporations, Inc.

The
cosmetic business worldwide looks to
be incessantly developing, currently quite ever
with the
appearance of the
web corporations. Several famed corporations sell their cosmetic product online conjointly in countries within which they are do not have representatives.

The
Indian
cosmetics business is
growing
in
terms
of development and promoting.
The
preference
of
Indian customers is dynamical from the merely functional product to a lot
of advanced and specialized cosmetic things.

PROBLEM STATEMENT
The study proposes to understand the buying behavior of
consumer towards cosmetic products and analyze the factor
influencing their behavior

Objectives

To determine the relationship between the demographic

factors with brand preference.

To study the influence of various media in motivating

consumers to buy a particular brand of cosmetics.

To know how the marketing strategy influences the behavior

of consumers.

HYPOTHESIS

H1:Demographic factors influences brand preference.

H2:The media used affects the cosmetic brand bought.

H3:Marketing strategies have a direct impact on

consumer.

LITERATURE REVIEW

Engel, et al. (1986, 5) define consumer behaviour as those

acts of individuals directly involved in obtaining, using, and
disposing of economic goods and services, including the
decision processes that precede and determine these acts.

According to the study conducted by Dr. Vinith Kumar

Nair and Dr. Prakash Pillai R male consumers generally
prefer to purchase and make the brand selection of
cosmetics individually. Quality is the major factor
influencing the purchase decision of male consumers. They
tend to buy cosmetic items from a single shop of their
convenience. It is also observed that male consumers buy all
their cosmetic items from one shop.

According to Euromonitors report (2008) Asian market found

out to be the biggest emerging market. The Asia Pacific markets
value is up to more than US$70 billion which is the second highest
after the Western European market.

According to Rossiter and Prey (1987), brand awareness precedes

all other steps in the buying process. A brand attitude cannot be
performed, unless a consumer is aware of the brand

RESEARCH DESIGN

Stage 1
This involves data collection from secondary such as journals,
websites, articles etc.

Stage 2
At this stage primary research will be conducted by giving
questionnaires. Convenience sampling may be used.

Stage 3
Descriptive statistics methods like mean ,standard deviation can be
used.

Utility of Research

Findings of the research will be useful for companies

manufacturing cosmetics to add new features to their
product.

It will also be useful for organisations supplying and

marketing cosmetics. They can use the findings to develop
their strategies.

REFERENCES

A,H.Hemanth Kumar, S.Franklin John, S.Senith (2014). A Study

on factors influencing consumer buying behavior in cosmetic
Products. Coimbatore,India. International Journal of Scientific
and Research Publications, Volume 4, Issue 9

AbdullahBin Junaid, Reshma Nasreen, Faheem Ahmed Jamia

Hamdard(2013). A Study on the Purchase Behavior and Cosmetic
Consumption Pattern among Young Females in Delhi and NCR.
Journal of Social and Development Sciences Vol. 4, No. 5

Dr. S.Anandarajan, T.Sivagami(2016). Consumer purchase

decision behaviour towards cosmetics marketing. Ulundurpet,
tamil nadu. Asia pacific journal of research vol: I. Issue XXXVII,
march 2016

Siddharth shriram shimpi, dr. D. K. Sinha(2012). A factor

analysis on attitude characteristics of consumer buying
behaviour for male cosmetics products in pune city.
International journal of marketing, financial services &
management research vol.1 issue 11, november 2012

Dr. T. Nagananthi, M. Mahalakshmi(2016). Consumers

brand preference and buying behaviour of cosmetic
products at Coimbatore city. Intercontinental journal of
marketing research review. Volume 4, issue 1, january
2016