Cosmetics -research report for MBA

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.

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 skincare 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 from mass to premium products. Though mass products still constitute a 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

8

5

Lipsticks

13

3

3

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 a variety of products and introduce affordable products without compromising on quality.

Cosmetics are still seen as elitist products and may be the last thing on an average Indian consumer's mind. Though the low penetration levels for most cosmetic products suggest much potential, the market for cosmetic products may remain a niche market, accessed by a small proportion of the consumers. Despite the tall claims, the actual 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 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 base characterize the stocks.

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 b 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.25-30%.

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 skin care, shampoos and toothpaste. HLL has launched a couple of products 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 can be segregated into toothpaste (60%), toothpowder (23%) and toothbrushes (17%). While 60% of toothpaste is sold on the family platform, around 35% is sold on cosmetic propositions. On the other 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

3 X that in the rural areas. Traditional

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 Tahiland.

Given the low per capita consumption and penetration rates, toothpaste demand is mainly being driven by the overall market growth of 8-10.The rural segment is also tooth powder growth.

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 common basis for segmenting the cosmetics market. The market segments formed accordingly now describe:

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.

GROWTH High consumer awareness and penetration levels will enable the market to grow at an average 8-10% per annum with slightly higher growth in the rural areas. Higher penetration stems from popularity of low-cost detergents. Hence, besides increase in per capita consumption, there is tremendous scope for movement up the value chain.

HLL, Nirma and P&G are the major players in the market with 40%, 30% and 12% share, respectively. While HLL dominates the premium segment, Nirma is the leader in the popular segment.

CONSUMER 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 a gift for a 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 a 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 the future-buying pattern of the consumer. A series of good repeat purchase experience gives you a local customer.

CONSUMEROLOGY Once that real understanding of a brand's drives through an identification of the unique associative image in obtained, in then becomes 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 it through the variables of marketing like packaging, 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 solutions are a function of listening to the consumer. They involves constant listening to check if a brand's drivers are changing, if the consumer's image is changing and id the image of the brand is being molded according to the changing situation.

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 merely the products of the experiential biases of the solution creators.

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 provide.

TV

manufacture

with

important

product

research that

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 use consumption related information, so that they could design marketing strategies to influence consumption decisions. 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 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. in order to identify sources of consumer confusion and deception, 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

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 experience the same kinds of needs and motives, they simply express these motives in different ways. 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 PRECEPTION LEARNIGN ATTITUDE

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

As far as the purchase of T.V. 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 e.g. a person may be impelled towards a hotel to satisfy his hunger need and away purchase a C.T.V.

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

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. 4) The expenditure and the frequency of using the cosmetics. 5) Determining the sources from where the women get the information about cosmetics. 6) Consumer perception towards the cosmetics ads. 7) Whether they are influenced and inspired by the ads.

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 MBA 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

famous quote "if you are confident of doing 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 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 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 Yamuna Nagar City". The consumers survey was conducted in Yamuna Nagar 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

:

Interview and Questionnaire

Secondary sources of data

:

Internet and Magazines

Area Covered

:

Yamuna Nagar

Instrumental Survey

:

Questionnaire

Types 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 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 is to put the collected data into an

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. The whole investigation culminates reaches in drawing inference that leads to

conclusion. This phase calls for a high degree of interpretative skill both quantitative and logical.

FINDING

•

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

• Nearly, all the females use branded products. •

Cosmetics are generally used for improving there looks and personality. Using cosmetics gives them psychological satisfaction and give to their body.

•

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

•

Cosmetics are purchased keeping in mind the brand name, price and quality. Packaging 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. • Cosmetics are generally purchased from general stores by all the three categories of females. • Working women 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.

• Advertisements play a role in helping customer decide on specific brand of cosmetics. Students and working women influenced more. • Working women buy cosmetics in medium size, student in small sie and working women in large in size. •

There is trend to use herbal cosmetics. Due to the awareness, the illeffects are being considered while buying them.

• Customer while purchasing cosmetics are not brand loyal. • No brand as such is providing all the popular products 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. • Price of cosmetics is found to be consummate with the utility it offers.

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 MBA 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 preferences tastes choices have changed and they have become more conscious. Change in consumers perception has lead to 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 (Hisar) while purchasing cosmetics. It gives the information about the attitude, perception and effect of social, cultural, economic, demographic and psychographics factors on purchase of the consumers.

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

8

Kajal

8

0

1

Face Wash

42

0

10

Moisturizer

34

20

8

Muscura

6

0

4

Compact

14

0

4

Conditioner

8

0

6

Bleach Cream

20

18

12

Astringent

16

0

6

Cleansing Milk

36

20

8

Foundation

12

6

2

Lipstick

50

24

12

Perfume

30

16

10

Deodorant

44

12

12

Nail Paint

48

8

6

Cream

34

8

4

For Students

Shampoo Nail Paint

Eye Liner

Cream

Kajal

Deodorant

Face Wash

Perfume

Moisturizer

Lipstick Foundation Cleansing Milk

Muscura Compact Conditioner Bleach Cream Astringent

Non-working

Nail Paint Deodorant

Cream

Shampoo

Perfume

Eye Liner

Lipstick

Kajal

Foundation Cleansing Milk

Face Wash Astringent

Moisturizer Muscura Compact Conditioner Bleach Cream

Working

Cream Nail Paint

Shampoo Eye Liner

Deodorant

Kajal

Perfume

Face Wash Moisturizer

Lipstick Foundation Cleansing Milk Astringent

Muscura Compact Conditioner Bleach Cream

THE POPULAR BRANDS AMONG Product Shampoo

Students Sunsilk, Pentene

Non-working

Working

Clinic Plus,

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

Muscura

Lakme

Lakme

Revlon, Lakme

Compact

Lakme

Lakme

Lakme

Conditioner

Ultura Doux

Ultra Doux

Ultra Doux

Bleach Cream

Fem, Joilen

Fem, Jolen

Fem, Jolen

Ayur

Ayur

Ayur

Lakme, Ayur

Lakme, Ayur

Shenaz, Ayur,

Astringent Cleansing Milk

Lakme Foundation

Lakme

Lakme

Touch, Revlon

Lipstick

Lakme

Lakme Relon

Lekme, Revlon

Perfume

El-Paso, Elle

Rexona, Do-it

Charlie, Oriflame

Deodorant

Elle-18 Rexor

Rexona

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

8

24

Local

14

6

8

STUDENTS

Local 26%

Branded 74%

The survey shows that students use branded cosmetics.

NON-WORKING

Local 43% Branded 57%

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

WORKING

Local 25%

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

9

6

Social influences

5

10

3

Fashion and status symbol

5

5

2

Health point of view

8

4

1

Psychological satisfaction

10

4

2

Students

Psychological satisfaction 19% To improve your personality 48%

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

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 satisfaction 13% Health point of view 13% Fashion and status symbol 16%

To improve your personality 28%

Social influences 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%

To improve your personality 44%

Social influences 21%

The survey shows that 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

6

2

Necessity

36

24

10

Both

8

2

2

Students Both 15%

Necessity 66%

Luxury 19%

The survey shows that students perceive cosmetics to be a necessity.

Non-working

Both 6%

Necessity 75%

Luxury 19%

The survey shows that non-working perceive cosmetics to be necessity.

Working Luxury 14%

Both 14%

Necessity 72%

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

Q5. FACTORS BEHIND BUYING DECISION Factors

Students

Non-working

Working

Brand

40

8

8

Price

48

12

5

Quality

24

4

10

Packaging

6

2

4

Ease of Use

14

6

2

Availability

20

4

2

Students Availability 13% Ease of Use 9%

Brand 26%

Packaging 4% Quality 16%

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 17% Packaging 6% Quality 11%

Brand 22%

Price 33%

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 6% Packaging 13%

Quality 33%

Brand 26%

Price 16%

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

6

Doctors

8

4

0

Shop-keepers

4

2

0

Friends

48

16

8

Media

30

24

12

Students

Media 24%

Friends 40%

Beautician 27% Doctors 6% Shopkeepers 3%

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

Non-working Beautician 18% Doctors 7%

Media 42%

Shopkeepers 4% Friends 29%

The survey shows that media and friends make non-working women aware of cosmetics.

Working Beautician 23% Doctors 0% Media 46%

Shopkeepers 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

4

0

0

Beauty Parlours

28

4

3

Cosmetic Stores

14

4

2

Cosmetic

Students Cosmetic Stores 15% Beauty Parlours 30%

Exclusive Cosmetic 4%

General Stores 51%

The

survey shows that student generally buy cosmetics from general stores and

parlors.

Cosmetic Stores 13%

Non-working

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 Cosmetic 0%

General Stores 67%

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

Q8. EXPENDITURE ON COSMETICS: Expenditure

Students

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

More 11% 150-200 7%

Students 0-50 15%

100-150 7% 50-100 60%

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

More 0% 150-200 7% 100-150 36%

Non-working

0-50 14%

50-100 43%

The survey shows that non working women spend on an average Rs. 50-100 on cosmetics.

Working 50-100 0%

100-150 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

8

8

Not Help

18

24

6

Students

Not Help 33% Help 67%

The survey shows that advertisement help many students to decide on type and specific brand of cosmetics.

Non-working Help 25%

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

4

Students Non-herbal 26%

Herbal 74%

The survey shows that students preferred to use herbal cosmetics.

Non-working

Non-herbal 31%

Herbal 69%

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

Working

Non-herbal 29%

Herbal 71%

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

4

The survey that students generally change their present brand.

Students

Not change 37% Change 63%

The survey shows that working women change their brands frequently.

Non-working

Not change 31%

Change 69%

The survey shows that non - working women change their brands

Working

Not change 29%

Change 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

2

No

44

22

12

Students Yes 19%

No 81%

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

Non-working

Yes 31%

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 Yes 14%

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

2

No

42

22

12

Students Yes 22%

No 78%

The survey shows that a few students experienced duplicity.

Non-working

Yes 35% No 65%

The survey shows that about one third of the non working women have experienced duplicate.

Working Yes 14%

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

IMPRESSION

ABOUT

QUALITY OF COSMETICS. Response

Students

Non-working

Working

Yes

78

56

71

No

22

44

29

Students No 22%

Yes 78%

THE

The survey shows that students think that variety of cosmetic create a healthy impression about the quality of cosmetics.

Non-working

No 44% Yes 56%

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%

Yes 71%

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

8

Difference

22

10

6

Students

Difference 41% Same 59%

The survey shows that some families use all the products of cosmetics of the same brand.

Non-working

Difference 31%

Same 69%

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

Working

Difference 43% Same 57%

The survey shows that almost cosmetics of the different brand.

half of the working women families use

16.

PRICE VERSUS UTILITY

Perception

Students

Non-working

Working

Yes

22

20

10

No

32

12

4

Students

Yes 41% No 59%

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

Non-working

No 38% Yes 62%

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

Working

No 29%

Yes 71%

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

(

)

• Fashion and status symbol

(

)

• Health point of view

(

)

• Psychological satisfaction

(

)

• Luxury

(

)

• Necessity

(

)

• Both

(

)

• Local 3)

5)

)

Reasons for buying and using cosmetics are • To improve your personality. ( ) • Social influences

4)

(

(

)

What is your opinion about cosmetics?

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

(

)

• General stores

(

)

• Exclusive cosmetics stores

(

)

• Beauty parlors

(

)

• Shopkeepers

7)

)

From where do you purchase cosmetics?

• 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)

16)

Does all your family members use same brand/ type of cosmetics • Same

(

)

• Different

(

)

Do you think that the price of cosmetics in general is consummate with the utility they offer? (Yes/No)

Name Age Profession Address