Consumer Buying Behavior for Cosmetics

8/3/2019 Consumer Buying Behavior for Cosmetics

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To study the major factors influencing inpurchase of particular cosmetics.

To study the cosmetics brand preferred bymost women.

To determine the source from where thewomen get the information about cosmetics.

To study the consumer perception towardscosmetics advertisement.


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Consumer Buying Behavior

Consumer behavior is thestudy of when, why, how, andwhere people do or do not buy

a productThe behavior that consumersdisplay in searching for,purchasing, using, evaluating,

and disposing of products andservices that they expect willsatisfy their needs


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Need Recognition Information search

Evaluation of Alternatives Purchase decision Purchase Post-Purchase Evaluation


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The Need for cosmetic is generally seen as the self esteem need, whereIndian women perceive beauty not just in terms of face, but also in termsof a fit body, confident attitude, and impressive personality.

Thus Brand try to cater to this specific need with Taglines like

L'Oreal Because I am Worth it. Maybelline May be she is born with it. May be its Maybelline.


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Information Search & AlternativeEvaluation

Major driving force to buy cosmetics Word ofMouth or Opinion Leaders (Peers, Friends,Beauticians)

Advertising and Promotion are affective but instore displays do not have much impact

In store Sales Girls(Beauty Consultants) exerts an

influence over the purchase. However there aregreater preference for tried and tested products

The factor which influence the final purchase isQuality followed by price and Variety


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Post Purchase Behavior

Satisfaction Dissatisfaction

Cognitive Dissonance - haveyou made the right decision.This can be reduced bywarranties, after salescommunication


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Culture & Sub Culture Factors Social Factors

Personal factors


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Level of Involvement in purchase decision.Importance and intensity of interest in a

product in a particular situation. Buyers level of involvement determines why

he/she is motivated to seek informationabout a certain products and brands butvirtually ignores others.


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Routine Response/Programmed Behavior--Low involvement frequently purchased low

cost items Limited Decision Making- Buying product

occasionally. Extensive Decision Making - Complex high

involvement, infrequently bought products. Impulse buying - no conscious planning.


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HUMAN NEEDS MOTIVATION

PRECEPTION LEARNING ATTITUDE


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Increase in Disposable Income Changing Lifestyles

Information Explosion


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Sample Size and Design: Number of Working womens = 35 Number of Housewives = 45

Age Group 21- 30 31 - 40

Research Instrument: This work is carried out through self-administered

questionnaires. The questions included were open

ended, dichotomous and offered multiple choices.


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1) Do you use cosmetics?Yes ( ) No ( )

85%

14.28

%

Usage of Cosmetics by working women

Yes No

Interpretation: - 85% working women uses cosmetics regularly 14.28% are notusing cosmetics.


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2) Which cosmetics do you use? (Buying Behavior towards Brand) Branded ( ) Local ( )

80%

20%

Branded Local

Interpretation: - 80% working womens using branded cosmetics only 20% are usinglocal cosmetic products.


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87%

13%

Branded Local

Interpretation: - 87% housewives are using branded cosmetics only 13%using local cosmetics products.


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(Buying Behavior towards specific Brand)

Ponds ( )Lakme ( )Ayur ( )Himalaya ( )If other, please specify____________


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27%

29%

25%

11%

8%

Ponds Lakme Ayur Himalaya others

Interpretation:-22% housewives using cosmetic products of Ponds, 27% areusing lakme products, 32% using Ayur because of their reasonable price witheffective quality, 13% are using Himalaya products and only 6% are using others

brands.


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22%

27%32%

13%

6%

Ponds Lakme Ayur Himalaya Others

Interpretation:-22% housewives using cosmetic products of Ponds, 27% are using lakmeproducts, 32% using Ayur because of their reasonable price with effective quality, 13%

are using Himalaya products and only 6% are using others brands.


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(Factors Influencing Buying / Using Cosmetics)

To improve your personality. ( ) Social influences ( ) Fashion and status symbol ( ) Health point of view ( )


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40%

14%14%

32%

For improving personality- 40% Social influence-14%

Fashion and status symbol- 14% Health point of view-32%

Interpretation: - 40% working womens using cosmetics for improvingpersonality, 14% using because of social influences, 14.2%using forfashion and status symbol, 31.4% for health point of view.


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27%

34%

22%

17%

For improving personality Social influences

Fashion & status symbol Health point of view

Interpretation: - 27% housewives are using cosmetics for personalityimprovement, 34% using because of social influence, 22% using for fashionand status symbol, 17% using because of health point of view.


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29%

20%23%

11%

17%

Brand Price Quality Packaging Availability

Interpretation: - Brand is the most important factors which are considered byworking 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.


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23%

27%17%

13%

20%

Brand Price Quality Packaging Availability

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.


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Beauticians ( ) Doctors ()

Shopkeepers () Friends () Media ()


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31%

1%

5%23%

40%

Beauticians Doctors Shopkeepers

Friends Media

Interpretation :- 40% working womens means mostly working womens get the informationabout cosmetics from media according to my survey, 31% getting information from beauticianand 23% getting references from their friends, 5% getting information from their shopkeepersand just only 1% they references the doctors regularly.


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18%

7%

4%

29%

42%

Beautician Doctors shopkeepers Friends Media

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 .


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General stores ( ) Exclusive cosmetics stores ( )

Beauty parlors ( ) Malls ()


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18%

28%

23%

31%

General stores 20% Exclusive stores 28.5%

Beauty store 22.8% Malls 32 %

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.


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23%

17%

26%

34%

General stores 23.2% Exclusive stores 17.0%

Beauty stores 26.6% Cosmetics stores 33.3%

Interpretation: - Mostly housewives purchase their cosmetics fromcosmetic stores i.e. 34% and 26% purchase from beauty stores andonly 23% purchase from general stores only 17% purchases from

exclusive stores.


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50-100 ( ) 101- 500 ()

501-1000 () 1000 + ( )


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14%

22%

58%

6%

50-100 Rs. 101-500 Rs. 501-1000 Rs. 1000+ Rs.

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.


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11%

22%

56%

11%

50-100 Rs. 101-500 Rs. 501-1000Rs. 1000+ Rs.

Interpretation: - 56% housewives spend 501-1000 Rs per month and 22% spend in between

101-500 Rs. 11% spend in between only 50-100 Rs. And also 11% spend more than 1000 Rs. Permonth


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9) Do you think cosmetics advertisements influence you to

decide on type And specific brand of cosmetics?

Yes ( ) No ( )

85%

15%

Cosmetic ad helps working womens in deciding

the specific brand of cosmetics?

Yes No

Interpretation: - 85% working womens says that cosmetics advertisement helps them in deciding thespecific brands of cosmetics just only 15% did not says that.


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88%

12%

Yes No

Interpretation :- 88% housewives says that cosmetics advertisement helpsthem in deciding the specific brands of cosmetics, but 12% says these ads

did not helps them.


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A) Herbal ( ) B) Non Herbal ( )

85%

15%

Type of cosmetics working women's buy most

Herbal Non-Herbal

Interpretation: - 85% working womens mostly used herbal products of cosmetics only 15%womens use non-herbal products of cosmetics.


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77%

23%

Herbal Non-Herbal

Interpretation: - 77% housewives mostly used herbal products of cosmetics only 23%womens use non-herbal products of cosmetics.


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IS WORKING WOMENS USESSAME BRAND OF COSMETICS FORALL EXISTING PRODUCT?

57%

43%

Yes No

IS HOUSEWIVES USING THESAME BRAND FOR ALL EXISTINGPRODUCTS?

67%

33%

Yes No

Interpretation: -67% working womens using the same brands for all products and 33% using different brand fordifferent product.==========================================================================Interpretation: - 57% housewives using the same brands for all cosmetics products and 43% are not using the samebrands for all cosmetics products.


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In the present scenario, all the females use cosmetics.However the number of cosmetics used varies. Thehighest 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 necessityfor 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 Friends and media play a very important role in making

females aware of cosmetics.


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Cosmetics are generally purchased from cosmetics stores by all

the two categories of females. Working women and housewives mostly spend in between 501-

1000 Rs. per month spend more on cosmetics. Advertisements play a role in helping customer decide on specific

brand of cosmetics. There is trend to use herbal cosmetics. Due to the awareness, the

ill- Effects are being considered while buying them that are whymostly womens prefer herbal cosmetics.

Creating variety of cosmetics of a particular brand of herbal

products creates a healthy impression in the mind of customers toa considerable extent.

Both working womens and housewives use the different brandsmainly for all different products of cosmetics and their familymember also as per need.


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Marketers should try to create brand loyalty by special changes inProduct.

They should try to generate positive word of mouth by deliveringquality Products.

Proper attention should be given to make cosmetics free of after

effects. 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. Companies should focus on herbal products manufacturing

because womens mostly prefer herbal products.


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1) Do you use cosmetics?Yes ( ) No ( )

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 ( )


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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 ()


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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? 50-100 ( ) 101- 500 ( ) 501-1000 ( )

1000 + ( )

9) Do you think cosmetics advertisements help you to decide on typeand specific brand of cosmetics?

Yes () No ()


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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 ( )


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Consumer Buying Behavior for Cosmetics

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