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Transcript of 49410128 Consumer Buying Behaviour as Regards Cosmetics
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WINTER PROJECTWINTER PROJECT
ONON
ToTo carry out a comparative study of perceptionscarry out a comparative study of perceptions
of housewives and Working ladies towardsof housewives and Working ladies towards
cosmetics products.cosmetics products.
Submitted To: -Submitted To: -Submitted By:-Submitted By:-
Mr. V.S.Mr. V.S. Solanki sirSolanki sir
Annu MalikAnnu Malik
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Institute of Productivity & ManagementInstitute of Productivity & Management
(Meerut)(Meerut)
2009-20112009-2011
ACKNOWLEDGEMENT
Before i get into the thick of the things i would like to add a few heartful words for
the people who gave unending support right from the stage the idea of the research
was conceived. We express our deep sense of gratitude & sincere thanks to those
who have helped us in developing this research work. It is impossible to put out orclassify the assistance; it is the feeling that matters, & not the value.
First of all i would like to express my sincere gratitude to Mr. V.S Solanki Sir for
giving us an opportunity to do this research & extent his kind co-operation.
Deepest appreciation & thanks goes to respective families for their patience &
understanding, friends & classmates for their insight comments throughout the
research.
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INTRODUCTION
Use of cosmetics is not latest trend; it has its roots deep within the annals of history.
The word cosmetic has been given this modern name lately. Through regular and
formal use of cosmetics has gained momentum now, it has been in some 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 India too has not remained far behind in the
development and frequent usage of Cosmetics. Household utility like haldi
chandan, basan, Upton 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.
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GROWTH TRENDS AND PROSPECTS:
An ORG- 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 has 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 o 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.
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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.
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COSMETICSThe 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 represented be an
Unorganized, with the balance largely imported. The June 98 budget halved duties to50R Lakme has a minor presence in the segment. Perception of damage to skin on
Account of chemical ingredients restricts usage of face care products. The nailPolish 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. Worldwide, deodorants is
The largest market followed by skin care, shampoos and toothpaste. HLL has
Launched a couple of products in this segment. Unorganized, with the balance largely
Imported .The June 98budget halved duties to 50R Lakme ha a minor presence in the
segment. Perception of damage to skin on account of chemical ingredients restricts.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. Worldwide, deodorants is the
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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.
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 familyPlatform, 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 levels of Toothpaste/powder
in urban areas 3 X that in the rural areas. Traditionally 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.
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
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also tooth powder growth.
HAIRCARE OILS
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 thepopulation
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 distribute
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 at13% 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.
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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 theConsumers 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 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 Oriflamme have entered the market with the natural
ingredient benefit platform, which could further spur growth.
SOAPSThe 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
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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 problem 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 cateringmostly 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 brands
conscious.
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ECONONY SEGMENTIndia'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
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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 andSell their own products. Institutions buy the material they need to maintain
themselves.
UNDERSTANDING CONSUMEROLOGY IMAGESELLING
Whenever consumers 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 contrived 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.
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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 brandConsumerology to craft relevant fit for the brand into the consumer-selectedimage. 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 themedium 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 area function of
listening to the consumer. They involves constant listening to check if a brand's driversare changing, if the consumer's image is changing and 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.
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CONSUMER BEHAVIOUR
Consumer behavior 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 behavior refer to the behavior that consumer displays in
searching for, purchasing using, evaluating and is posing of products and services
that they expect will satisfy their needs. They study of consumer behavior is the
study of how individual make decision to spend their available resources viz. Time,
money and 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 thatProvide. 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 consider 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.
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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 CONSUMERBEHAVIOURThere are a number of reasons why the study of consumer behavior developed asseparate marketing discipline. Marketing had long noted that consumer did notalways 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
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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 interpretvarious 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
economies 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 BEHAVIOURPSYCHOLOGICAL 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
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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 NEEDSMOTIVATION
PRECEPTION
LEARNING
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.
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PERCEPTION
Perception is the process by which organisms interpret and organize sensation to
produce a meaningful experience of the world. Sensation usually refers to the
immediate, relatively unprocessed result of stimulation of sensory receptors in the
eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes
one's ultimate experience of the world and typically involves further processing of
sensory input. In practice, sensation and perception are virtually impossible to
separate, because they are part of one continuous process. (for example, light)
with the perceiving organism.
LEARNING
Learning is the lifelong process of transforming information and experience into
knowledge, skills, behaviors, and attitudes.
ATTITUDE
Predisposition or a tendency to respond positively or negatively towards a certain
idea, object,person, or situation. Attitude influences an individual'schoice of
action, and responses to challenges, incentives, and rewards (together called
Stimuli). Four majorcomponents of attitude are (1) Affective: emotions or
feelings. (2) Cognitive: belief oropinionsheld consciously. (3) Conative:
inclination for action. (4) Evaluative: positive or negative response to stimuli.
http://www.businessdictionary.com/definition/object.htmlhttp://www.businessdictionary.com/definition/person.htmlhttp://www.businessdictionary.com/definition/influence.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/choice.htmlhttp://www.businessdictionary.com/definition/action.htmlhttp://www.businessdictionary.com/definition/response.htmlhttp://www.businessdictionary.com/definition/incentive.htmlhttp://www.businessdictionary.com/definition/reward.htmlhttp://www.businessdictionary.com/definition/stimuli.htmlhttp://www.businessdictionary.com/definition/component.htmlhttp://www.businessdictionary.com/definition/cognitive.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/held.htmlhttp://www.businessdictionary.com/definition/person.htmlhttp://www.businessdictionary.com/definition/influence.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/choice.htmlhttp://www.businessdictionary.com/definition/action.htmlhttp://www.businessdictionary.com/definition/response.htmlhttp://www.businessdictionary.com/definition/incentive.htmlhttp://www.businessdictionary.com/definition/reward.htmlhttp://www.businessdictionary.com/definition/stimuli.htmlhttp://www.businessdictionary.com/definition/component.htmlhttp://www.businessdictionary.com/definition/cognitive.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/held.htmlhttp://www.businessdictionary.com/definition/object.html -
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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 To carry out a comparative study of perceptions ofcarry out a comparative study of perceptions of
housewives and Working ladies towards cosmetics productshousewives and Working ladies towards cosmetics products..
1. To study the major factors influencing in purchase of particular cosmetics.
2. To study the cosmetics brand preferred by most women.
3. To determine the source from where the women get the information aboutcosmetics.
4. To study the awareness level of harmful effects of cosmetics
5. To study the consumer perception towards cosmetics advertisement.
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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 theProduct 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 comparative study of
perceptions of housewives and Working ladies towards cosmetics products in
Modinagar.
Research Methodology:
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Market research methodology is as old as the marketing is without which it is almost
impossible to reach at any tangible decision. Although various 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 ofthe work is done". And confidence comes when you have a proper frameworkfor 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 isto 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.
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2) To portray accurately the characteristics of particular individual situation.
3. To determine the frequency with which something occurs or with whichit associates with something else.
Nature of the project:
The project assigned to me was the "To carry out a comparative study of perceptions
of housewives and Working ladies towards cosmetics products. The consumers
survey was conducted in Modinagar. Data is collected womens who are living in
Modinagar 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 collection6) Degree of accuracy desired7) Miscellaneous consideration
SAMPLING PLAN:
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Sample Size: - Consumer (80)
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 dataSecondary sources of data
Area Covered
Interview and Questionnaire
Internet and Magazines
Modinagar
Questionnaire
Types of Question
Close Ended/Open Ended
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
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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. Thus, analysis involves the refinement and manipulation of
data. Basically involves. Bringing the raw data in to measured data. Summarizing
the data easy readable form. In the present project report data has been graphically
presented by pie diagrams.
e) Tools of Analysis: Percentage and Bar Diagram.f)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
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ANALYSIS OF RESPONSES GIVEN BY, NON-WORKING ANDWORKING WOMEN
Number of Working womens = 35
Number of Housewives = 45
1) Do you use cosmetics?Yes ( ) No ( )
Interpretation: - 85% working women uses cosmetics regularly 14.28% are not using
cosmetics.
Interpretation: - 84% housewives are using cosmetics products and only 16% is notusing cosmetics.
2) Which cosmetics do you use? Branded ( )
Local ( )
Interpretation: - 80% working womens using branded cosmetics only 20% are usinglocal cosmetic products.
Interpretation: - 87% housewives are using branded cosmetics only 13% using localcosmetics products.
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3) Which of the following Brands do you prefer for cosmetics?
Ponds ( ) Lakme ( ) Ayur ( ) Himalaya ( ) If other, please specify____________
Interpretation: - 29% working womens using cosmetics of lakme and 27%are usingproducts of ponds,25% are using Ayur products,11% are using Himalaya, and only7%are using the products of any other brand i.e Nivea,Revlon,joy.
Interpretation:-22% housewives using cosmetic products of Ponds, 27% are usinglakme products, 32% using Ayur because of their reasonable price with effectivequality, 13% are using Himalaya products and only 6% are using others brands.
4) Reasons for buying and using cosmetics are
To improve your personality. ( ) Social influences ( ) Fashion and status symbol ( ) Health point of view ( )
Interpretation: - 40% working womens using cosmetics for improving personality,14% using because of social influences, 14.2%using for fashion and status symbol,31.4% for health point of view.
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Interpretation: - 27% housewives are using cosmetics for personality improvement,34% using because of social influence, 22% using for fashion and status symbol, 17%using because of health point of view.
5) What factors do you consider while purchasing cosmetics? Brand ( ) Price ( ) Quality ( ) Packaging ( ) Availability ( )
Interpretation: - Brand is the most important factors which are considered by
working womens while they buying cosmetics, than second important factor is
quality of cosmetics, third is Price fourth is availability and last is packaging of
cosmetics.
Interpretation:- Price is the most important factor which is considered by
housewives while they purchase cosmetics products, second most important factor
is brand of cosmetics than third factor they considered is availability fourth is
quality and last factor that they considered is packaging.
6) What are the sources that make you aware of cosmetics?
Beauticians ( ) Doctors ( ) Shopkeepers ( ) Friends ( ) Media ( )
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Interpretation :- 40% working womens means mostly working womens get theinformation about cosmetics from media according to my survey, 31% gettinginformation from beautician and 23% getting references from their friends, 5%getting information from their shopkeepers and just only 1% they references thedoctors regularly.
Interpretation:- 42% housewives get the information about cosmetics from mediaaccording to my survey, 18% getting information from beautician and 29% gettingreferences from their friends, 4% getting information from their shopkeepers and
just only 7% they references the doctors .
7) From where do you purchase cosmetics? General stores ( ) Exclusive cosmetics stores ( ) Beauty parlors ( ) Cosmetics stores ( )
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Interpretation: - Mostly working womens purchase their cosmetics from exclusivestores or cosmetic stores and 23% purchase from beauty stores and only 20%
purchase from general stores.
Interpretation: - Mostly housewives purchase their cosmetics from cosmetic storesi.e. 34% and 26% purchase from beauty stores and only 23% purchase from generalstores only 17% purchases from exclusive stores.8) How much on an average do you spend on cosmetics? 50-100 ( ) 101- 500 ( ) 501-1000 ( ) 1000 + ( )
Interpretation: - 58% working womens spend 501-1000 Rs per month and 22%
spend in between 101-500 Rs. 14% spend in between only 50-100 Rs. and only 6%
spend more than 1000 Rs. Per month.
Interpretation: - 56% housewives spend 501-1000 Rs per month and 22% spendin between 101-500 Rs. 11% spend in between only 50-100 Rs. And also 11%spend more than 1000 Rs. Per month
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9) Do you think cosmetics advertisements help you to decide on typeAnd specific brand of cosmetics?
Yes ( ) No ( )
Interpretation: - 85% working womens says that cosmetics advertisement helpsthem in deciding the specific brands of cosmetics just only 15% did not says that.
Interpretation :- 88% housewives says that cosmetics advertisement helps them indeciding the specific brands of cosmetics, but 12% says these ads did not helpsthem.
10) What type of cosmetics do you buy?A) Herbal ( )B) Non Herbal ( )
Interpretation: - 85% working womens mostly used herbal products of cosmetics
only 15% womens use non-herbal products of cosmetics.
Interpretation: - 77% housewives mostly used herbal products of cosmetics only
23% womens use non-herbal products of cosmetics.
11) Do you use the same brand of cosmetics for the entire existing product?Categories in cosmetics?
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Yes ( ) No ( )
Interpretation: - 67% working womens using the same brands for all products and33% using different brand for different product.
Interpretation: - 57% housewives using the same brands for all cosmetics productsand 43% are not using the same brands for all cosmetics products.12) Does variety of cosmetics of a particular brand create a healthy?Impression on your mind about the quality of cosmetics?
Yes ( ) No ( )
Interpretation: - 79% working womens says that cosmetics products which they areusing are create a healthy impression on them only 21% are not agreed.
Interpretation: - 64% housewives say that cosmetics products which they are usingare create a healthy impression on them only 36% are not agreed.
13) Does all your family members use same brand of cosmetics Same ( ) Different ( )
Interpretation: -45% working womens family members using same brands
of cosmetics and 55% family members using different brands of cosmetics.
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Interpretation: - 58% housewives family members are using same brands of
cosmetics and 42% family members using different brands of cosmetics.
FINDINGS
In the present scenario, all the females use cosmetics. However the number ofcosmetics used varies. The highest response is being shown by Working women, andthen by non-working women.
Nearly, all the females use branded products.
Cosmetics are generally used for improving their looks and personality,Cosmetics now days have become a necessity for all the females.
Cosmetics are purchased keeping in mind the brand name, price andQuality. Packaging and ease of use do not hold much significance
Friends and media play a very important role in making females aware ofcosmetics.
Cosmetics are generally purchased from cosmetics stores by all the twocategories of females.
Working women and housewives mostly spend in between 501-1000 Rs. permonth spend more on cosmetics.
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Advertisements play a role in helping customer decide on specific brandof cosmetics.
There is trend to use herbal cosmetics. Due to the awareness, the ill- Effects arebeing considered while buying them that are why mostly womens preferherbal cosmetics.
Creating variety of cosmetics of a particular brand of herbal products creates ahealthy impression in the mind of customers to a considerable extent.
Both working womens and housewives use the different brands mainly forall different products of cosmetics and their family member also as per need.
SUGGESTIONS
Marketers should try to create brand loyalty by special changes inProduct.
They should try to generate positive word of mouth by delivering qualityProducts.
Proper attention should be given to make cosmetics free of after effects.For the promotion purposes, more attention to be given to general andCosmetic store.
As media plays an important role. TV and magazines should be properlyExploited.
Celebrities and beauty consultants should be included in advertisements formaking them more effective.
Companies should focus on herbal products manufacturing because womensmostly prefer herbal products.
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LIMITATIONS OF THE STUDYLIMITATIONS OF THE STUDY
The study was confined to some areas of MODINAGAR only.
Time was the major constrain. Only limited sample size (80) was
possible for such research on such a period of time.
Interaction with the respondents was also limited due to their busy
work.
There was a chance that respondent will make assumptions while
filling the questionnaire.
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QUESTIONNAIRE
I, Annu Malik, am pursuing PGDM from Institute of productivity &Management, Meerut and doing winter project that is related to marketresearch. It is requested to you give answer of following questions
PERSONAL DETAILS
Age: 18 24 ( ) 25-32 ( ) 33-45 ( ) 46 55 ( ) 55 + ( )
Education:-
OccupationWorking Woman ( ) Non- Working Woman ( )
Family Income (Annual)Upto 150000 lakhs ( )150001- 300000 lakhs ( )300001 500000 lakhs ( )500001 lakhs + ( )
Name ________________________Address (Locality) _________________________________________Contact number_____________________
1) Do you use cosmetics?Yes ( ) No ( )
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2) Which cosmetics do you use? Branded ( ) Local ( )
3) Which of the following Brands do you prefer for cosmetics?
Ponds ( ) Lakme ( ) Ayur ( ) Himalaya ( ) If other, please specify____________
4) Reasons for buying and using cosmetics are
To improve your personality. ( ) Social influences ( ) Fashion and status symbol ( ) Health point of view ( ) Psychological satisfaction ( )
5) What factors do you consider while purchasing cosmetics? Brand ( ) Price ( ) Quality ( ) Packaging ( ) Availability ( )
6) What are the sources that make you aware of cosmetics? Beauticians ( )
Doctors ( ) Shopkeepers ( ) Friends ( ) Media ( )
7) From where do you purchase cosmetics? General stores ( )
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Exclusive cosmetics stores ( ) Beauty parlors ( ) Cosmetics stores ( )8) How much on an average do you spend on cosmetics? 50-100 ( ) 101- 500 ( ) 501-1000 ( ) 1000 + ( )9) Do you think cosmetics advertisements help you to decide on type
and specific brand of cosmetics?
Yes ( ) No ( )
10) What type of cosmetics do you buy?A) Herbal ( )B) Non Herbal ( )
11) Do you use the same brand of cosmetics for the entire existing product?categories in cosmetics?
Yes ( ) No ( )
12) Does variety of cosmetics of a particular brand create a healthy?Impression on your mind about the quality of cosmetics?
Yes ( ) No ( )
13) Does all your family members use same brand of cosmeticsSame ( )Different ( )
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BIBLIOGRAPHYBIBLIOGRAPHY
Books:-1. Research Methodology written by C.R.Kothari.
2. Marketing Management written by Philip Kotler.
Websites:-1. www.google.com
http://www.google.com/http://www.google.com/ -
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