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. he !"C's have entered the fray# $hich here is a cutthroat

forced the Indian giants to change their strategies.

com%etition and in order to survive and to have an edge over com%etitors# marketers have realized the value of consumers. Consumers orientation is the key $ord in %resent times.

I feel it my %leasure to $ork on this to%ic and %resent this study in form of research %ro&ect re%ort a that is essential for every !'A student. he %ur%ose of this %ro&ect is to %rovide the students $ith the %ractical e(%osure of the market in today's changing scenario. It hel%s in the develo%ment of %ractical skills and analytical thinking %rocess. It %rovides $ith basic skills re)uired to %erform the survey* and statistical tools re)uired analyzing the data. Also it makes more a$are about the %erce%tions and tastes of consumers. hus it hel%s in molding the students according to the re)uirements of market.

Consumers buying %references tastes choices have changed and they have become more conscious. Change in consumers %erce%tion has lead to a situation of unsatisfaction among consumers. here has been a lot of change in the rural

consumers.

heir living standard has got u%lifted and they are ready to s%end

more to have )ualify %roducts.

he %resent study is based on the behaviour of the consumers in urban area +,isar- $hile %urchasing cosmetics. It gives the information about the attitude# %erce%tion and effect of social# cultural# economic# demogra%hic and %sychogra%hics factors on %urchase of the consumers.

I" R./0C I."

0se of cosmetics is not latest trend# it has its roots dee% $ithin the annals of history. he $ord cosmetic has been given this modern name lately. hrough

regular and formal use of cosmetics has gained momentum no$# it has been in some form or other since a long time.

o cite an e(am%le of the long usage of cosmetic# the cosmetics de%ict had found its origin in China in the 1th century 'C.

Indian too has not remained far behind in the develo%ment and fre)uent usage of cosmetics. ,ousehold utility like haldi# chandan# basan u%toon have been used centuries to %reserve the natural beauty of skin. he reason for their usage $as

ade)uate availability of %ure material# a%t kno$ledge of natural formulation and virtually zeros effects.

he cosmetics industry# $hich started glo$ing in the early 2334s# is e(%anding e(%onentially. 5ith more $omen and men becoming conscious of their and $illing to s%end on their grooming# this industry has been gro$ing at 64768 %ercent the last fe$ years. "o $onder then that the shelves are stocked $ith a %lethora of %roducts and brands# targeted at various segments# catering to the various needs of customers. he enormous gro$th in this segment has not only

attracted many !"Cs but also %rovided s%ace for many Indian com%anies to foray or e(%and their %roduct range.

9R.5 , RE"/: A"/ PR.:PEC : ; An .R97!arg study reveals that $hile most F!C9 %roducts $ere affected by the general slo$do$n# this segment $itnessed relatively good gro$th in volume and value 6442. "ot only have more %eo%le started using cosmetics# they are also $illing to %ay more to look and feel good. he %enetration rate is higher in the skin7 care segment com%ared to li%sticks. 5hile volume gro$th has remained lo$# at < %ercent# in the case of li%sticks# much of the value gro$th ha come from %rice rises.

his not only means that consumers are $illing to s%end the e(tra bit to look and feel good# but also indicates the constant u% gradation from mass to %remium %roducts. hough mass %roducts still constitute a ma&or %ortion of the

market# a certain segment is obviously ready to u%grade to the ne(t category as dis%osable incomes rise. Increased media e(%osure# the $illingness to s%end more on %ersonal care# consciousness about looks# and advertisements and %romotions targeting various consumer segments are some reasons for these trends in consum%tion and %enetration. he gro$th trends definitely send

%ositive signals about the industry %ros%ects. 5ith numerous %layers fighting for market share# is the industry really big enough and the gro$th high enough

to accommodate all the %layers= 5hat makes a %layer tick and create a niche for itself in the market= hese )uestions need to be %ondered u%on before &um%ing to

conclusions about the industry's %ros%ects. >alue gro$th ? :kin Care Ai%sticks 22 2< >alue gro$th ? @ < Price gro$th ? 8 <

hough most %layers see huge o%%ortunity in this industry# $hat $ould actually $ork $onders for the %layers is strong brand %romotion# good distribution net$ork# constant innovation and )uality im%rovement# the ability to %rovide a variety of %roducts and introduce affordable %roducts $ithout com%romising on )uality.

Cosmetics are still seen as elitist %roducts and may be the last thing on an average Indian consumer's mind. hough the lo$ %enetration levels for most

cosmetic %roducts suggest much %otential# the market for cosmetic %roducts may remain a niche market# accessed by a small %ro%ortion of the consumers. /es%ite the tall claims# the actual gro$th %ros%ects $ould be limited to this e(tent.

From the investment %ers%ective# though many big listed com%anies have a %resence in the various sub7segments of the industry# ,AA is the only listed com%any that has a visible %resence across all segments. 'eing a diversified large com%any# the turnover from this segment may be too small for ,AA to affect investment decisions. As to the recent entrants such as /abur and /r. !ore%en# it may be a $hile before their financials reflect the dynamics of this industry. he other listed %layers are Emami and B.A. !orison +India-. /es%ite

their good financial track records# investing in these stocks may be highly risky for a retail investor as lo$ traded volumes and e)uity base characterize the stocks.

C.:!E IC: he cosmetic segment %rimarily com%rises of colour cosmetics +Face# eye# li% and nail care %roducts-# %erfumes# talcum %o$der and deodorants. All these are very small segments. alcum %o$der is the most %o%ular cosmetic %roduct in

India. his market is estimated at Rs.<.8 bn and is yet gro$ing at 24726? in %a. A$areness is very high at @4? $ith a %enetration of 18.1? in urban areas and 68.6? in rural areas. Pond's dominates the talcum market $ith a C4? share follo$ing by Bohnson D Bohnson# $hich has a 28? market share.

Attar and alcoholic %erfumes each account for 84? of the fragrance market estimated at Rs. < bn. In the alcoholic %erfumes market# 2E<rd re%resnted b an

unorganized# $ith the balance largely im%orted.

he Bune 3@ budget halvd

duties to 84R Aakme ha a minor %resence in the segment. Perce%tion of damage to skin on account of chemical ingredients restricts usage of face care %roducts. nail %olish market is the largest at Rs.687<4?. he

/eodorants have a very negligible %resence in the Indian market an estimated of Rs. 4.< bn. 5ord$ide# deodorants is the largest market follo$ed by skin care# sham%oos and tooth%aste. ,AA has launched a cou%le of %roducts in this segment.

!ARFE :E9!E" A I." he Indian market can be segmented in terms of %roduct category and %rice. Again oral care# hair care sham%oos D oils# skin care# soa%s and distribution net$ork may divide the %roduct categories. s

.RAA CARE he oral care market can be segregated into tooth%aste +G4?-# tooth%o$der +6<?- and toothbrushes +2C?-. 5hile G4? of tooth%aste is sold on the family %latform# around <8? is sold on cosmetic %ro%ositions. .n the other hand# $hile tooth%o$der accounts for 86? of the market# red tooth%o$der accounts for 14? and black tooth%o$der accounts @?. tooth%asteE%o$der in urban areas he %enetration level of raditional

< H that in the rural areas.

materials such as neem and tobacoo are %o%ular for cleaning in the rural areas# Fre)uency of usage for tooth%aste is only 2.8 times among other consumers# com%ared $ith 6 times in the develo%ed $orld. Per gm in ahiland.

9iven the lo$ %er ca%ita consum%tion and %enetration rates# tooth%aste demand is mainly being driven by the overall market gro$th of @724. he rural segment is also tooth %o$der gro$th.

,AIRCARE.IA: he hair oil market is huge# valued at Rs.G bn. /ue to the varied consum%tion habits of consumers across the country# $here coconut oil and edible oil are interchange used# the size of the market is likely to be higher than estimated. !ore im%ortantly# the market is gro$ing at an im%ressive G7C? in volume terms des%ite the high %enetration level.

0sage of hair oil is a ty%ical Indian habit $ith 84? of the %o%ulation out of $hich some %erceive that massaging the head $ith hair oil has a cooling im%act. he %enetration of hair oil is fairly high at around @C? and evenly distributed among the urban and rural areas.

,AIR CARE :,A!P..: he sham%oo market in India is valued at Rs.1.8 bn $ith the %enetration level at 2<? only. he market is e(%ected to increase due to lo$er duties and

aggressive marketing by %layers :ham%oo is also available in a sachet# $hich is affordable and makes u% to 14? of the total sham%oo sale.

he Indian sham%oo market is characterized by a t$in benefit %latform* cosmetic and antidandruff. It is basically an u%%er middle class %roduct# as more than 84? of the consumers use ordinary toilet soa% for $ashing hair.

5hile the a$areness level is high# the %enetration level is very lo$ even in the metros# $hich is only <4?. 0rban markets account for @4? of the total sham%oo market* the %enetration level is ra%idly increasing due to decline in e(cise duty# $hich $as 264? in 233< to <4? currently.

:FI"CARE he skin care market is at a very nascent stage $ith basic re)uirements of the consumers being %rotecting the skin from cold and dryness in $inter# and im%roving fairness of the skin. !ost of the %roduct categories are niche segments.

5hile the a$areness rate is high in both urban areas accounting for G4R and rural areas accounting for <4? the %enetration level is lo$ for both. his is

because of a%%rehensions that usage of skin care %roducts may benefit in the long run due to the chemical contents. !any households %refer to use traditional and natural home made %roducts.

:ince the market is at a very nascent stage $ith very lo$ %enetration levels# the gro$th rates are e(%ected to be higher at 617688 over the ne(t five years. "e$ %layers such as Avon and .riflame have entered the market $ith the natural ingredient benefit %latform# $hich could further s%ur gro$th.

:.AP: he %roduct categories can be classified into three segments* %remium +Au(# /ove-# %o%ular +"irma# Cinthol-# and economy +"irma 'ath# Aifebuoy-. he

%rice differential bet$een the %remium and economy segments is about 6H. he %o%ular and economy segments account for about 1E8ths of the entire market for soa%s.

Penetration of toilet soa%s is high at @@.G?. ,o$ever %er ca%ita consum%tion levels remain lo$ India's %er ca%ita consum%tion of soa% at 1G4 gms %er annum is lo$er than that of 'razil at 2#244 gms %er annum.

/I: RI'0 I." "E 5.RF ; :oa%s are available in 8 ml retail outlets in India# <.C8 m of $hich are in the rural areas. herefore availability of these %roducts is not a %roblems C8? of India's

%o%ulation is in the rural areas* hence about 84? of the soa%s are sold in the rural markets.

PRICE :E!E" A I." Price is common basis for segmenting the cosmetics market. segments formed accordingly no$ describe; he market

P.P0AAR :E9!E" he sector is divided into t$o distinct segments7the %remium segment catering mostly to urban higherEu%%er middle class and the %o%ular segment $ith %rices as lo$ as 68?7<4? of the %remium segment # catering to mass segments in urban and rural markets. conscious. he %remium segment is less %rice sensitive and more brand

EC."."I :E9!E" India's rural markets have been a lot of activity in the last fe$ years. :ince %enetration levels are %retty high in most categories# future gro$th can come only dee%er rural %enetration. F!C9 ma&ors are aggressively looking at rural India since it accounts for C4? of the total Indian households.

9R.5 , ,igh consumer a$areness and %enetration levels $ill enable the market to gro$ at an average @724? %er annum $ith slightly higher gro$th in the rural areas. ,igher %enetration stems from %o%ularity of lo$7cost detergents. ,ence# besides increase in %er ca%ita consum%tion# there is tremendous sco%e for movement u% the value chain.

,AA# "irma and PD9 are the ma&or %layers in the market $ith 14?# <4? and 26? share# res%ectively. 5hile ,AA dominates the %remium segment# "irma is the leader in the %o%ular segment.

C.":0!ER he term consumer is often used to describe t$o different kinds of consuming entities* the %ersonal consumer and the organizational consumer.

he %ersonal consumer buys goods and services for is or her o$n +e. g. soa%# sham%oo etc.- for use of the household +e.g. > >CR or car- or as a gift for a friend +e.g. bike# camera etc.-. In each of these cases# individual $ho are referred to as end uses or ultimate consumers buys the goods for final use.

he organizational consumer buys goods and services in order to run their organization. !anufacturing com%anies buy ra$ material etc. to manufacture and sell their o$n %roducts. Institutions buy the material they need to maintain themselves.

0"/ER: A"/I"9 C.":0!ER.A.9I I!A9E :EAAI"9 5henever a consumer %urchase a %roduct# he is not &ust buying a brand. ,e is also buying an image that is associated $ith the brand. Every marketer# and marketing com%any# o%erates $ith the sole ob&ective of crafting an array of image# and reinforcing this diverse image in a conte(tual frame$ork that is relevant to the target segment. In ensures that the com%any is able to bring the brand so close to the consumer that the brand creates a s%ecial %lace for itself in the consumer's mind

Imagery is everything. 5hen a consumer %arts $ith money to %urchase a %roduct# it is actually a res%onse to the image that a %articular band of the %roduct has cotnrived in his mind. his image# $hen confronted by a need state

translated itself into a %urchase decision. /uring this %eriod# the consumer is creating a relationshi% $ith the brand $hich# de%ending on is consum%tion e(%erience# determines the future7buying %attern of the consumer. A series of good re%eat %urchase e(%erience gives you a local customer.

C.":0!ER.A.9I .nce that real understanding of a brand's drives through an identification of the uni)ue associative image in obtained# in then becomes the task of the brand Consumerology to craft relevant fit for the brand into the consumer7selected image. From this fit an image is inter%reted into a social and vocational set that is consonance $ith the consumer's image and the image of the brand through the medium of an image solution.

,aving identified the image solution# the ne(t task is to deliver it through the variables of marketing like %ackaging# %ricing# distribution# merchandising# %romotion and advertising. he most im%ortant as%ect of Consumerology# and

image solution# is that they never dormant. Imagery# being everything is constantly changing# so do the image solutions. hus# these image solutions are a function of listening to the consumer. hey 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.

:o# the correct %ractice of Consumerology im%lies the creation of market listening %ost# $hich is constantly receiving consumer feedback and %assing it

to the brand consumerlogist $ho# in turn# inter%rets it for the creation of ne$ image solution. If the listening sto%s# the solutions are no longer the result of

consumer understanding# but merely the %roducts of the e(%eriential biases of the solution creators.

C.":0!ER 'E,A>I.0R Consumer behaviour is the study of individual# individual in a grou% as $hole $hile the individual decides to s%end hisEher time# effort and money on consum%tion related items. Consumer behaviour refer to the behavior that consumer dis%lays in searching for# %urchasing using# evaluating and is%osing of %roducts and services that they e(%ect $ill satisfy their needs. hey study of consumer behaviour is the study of ho$ individual make decision to s%end their available resources viz. ime# money and effort on they buy from# $here they buy it# ho$ often they buy it and ho$ often they use it.

ake the case of consumer durable e.g. the .>. set. 5hat features they look for= 5hat is the reason for buying %articular .>. :et= ,o$ likely are they to re%lace their old models $hen ne$ models $ith added features become available= he ans$er to such )uestion can only be found through consumer research that %rovide. > manufacture $ith im%ortant %roduct scheduling# design

modification and o%ting final strategy.

Although this study focuses on ho$ and $hy consumers make decision to buy .> Consumer behavior and considers the uses consumers make of the good

they buy and then subse)uent e)uations. For e(am%le# a buyer may e(%erience dissatisfaction to friend# and in turn influence his friend future > %urchase

decision or may vo$ never to buy same brand or model again# %rescribing his o$n future selection decisions. Each of these %ossible conse)uences of consumer %ost %urchase strategies into their %romotional cam%aigns.

"EE/ .F C.":0!ER 'E,A>I.0R : 0/I For marketers# it is im%ortant for us to decide to $hom to direct the %romotional efforts by recognizing $hy and ho$ individuals make their consum%tion decisions. If marketers understand consumer behavior they are able to %redict ho$ consumer are likely to react to various informational and environmental cues# and able to sha%e their marketing strategies accordingly.

he initial thrust of consumer research $as from a managerial %ers%ective* marketing manager $anted to kno$ the s%ecific causes of consumer behavoir. hey also $anted to kno$ ho$ %eo%le receive# store and use consum%tion related information# so that they could design marketing strategies to influence consum%tion decisions. hey regarded the consumer behavior disci%line as an

a%%lied marketing science* if they could %redict consumer behavior# they could influence it.

/E>EA.P!E" .F ,E FIEA/: .F C.":0!ER 'E,A>I.0R here are a number of reasons $hy the study of consumer behavior develo%ed as se%arate marketing disci%line. !arketing had long noted that consumer did not al$ays act or react as marketing theory $ould suggest. he size of the

consumer market in this country highly diversified. Even in industrial markets# $here needs of good and services are al$ays homogeneous than in consumer markets# buyers are e(hibiting diversified %references and less %redictable %urchase behavior.

o better meet the needs of s%ecific grou%s of consumers# most marketers ado%ted a %olicy of market segmentation# $hich called of the division of their total %otential markets into smaller# homogeneous segment for $hich they could design s%ecific %roducts or %romotional cam%aigns. o try to im%rove the ne$

%roduct success rate to try to ensure consumer acce%tance marketers make determined efforts to learn everything they could about their %ers%ective consumer i.e. their needs# %reference# changing life style. Research into consumer behavior %rovided them $ith necessary insights to develo% ne$ %roducts and services and to design %ersuasive %romotional strategies.

he gro$th of consumer movement created an urgent need to understands ho$ consumers make consum%tion decision e.g. in order to identify sources of consumer confusion and dece%tion# consumer advocates sought to discover

%erceive and inter%ret various marketing and %romotional information i.e. %romotional a%%eals# %ackage labels# $arranties etc.

!ost of organizations have recognized that need to market globally to achieve ma&or economics of scale. !arketers no$ use cross cultural consumer research studies as the basis for %roduct develo%ment and %romotional strategies to meet the needs of targeted consumers.

FAC .R:

I"CA0E"CI"9

'0II"9

'E,A>I.0R

P:IC,.A.9ICAA FAC .R: /iversity in human behavior often causes us to look the fact that %eo%le are really very much alike. Psychologists and consumer behavior agree that most %eo%le tend to e(%erience the same kinds of needs and motives# they sim%ly e(%ress these motives in different $ays. For# this reason an understanding of human %sychology is very im%ortant to market %lace. he human %sychology is

ma&or factors that influence the buying behavior of the consumer. 0nder the %sychological factors the follo$ing %oints are taken into consideration ,0!A" "EE/: !. I>A I." PRECEP I." AEAR"I9" A I 0/E

,0!A" "EE/: >ery individual has some needs some are innate# others ac)uired. Every %erson made %urchase according to his needs e.g. %urchase of food to satisfy need to hunger# %urchase of car to satisfy ego needs.

As far as the %urchase of .>. is concerned# it has become the needs of every individual besides he belongs to any income grou% or social class.

!. I>A I." !otivation is a driving force to$ards some ob&ect or condition or a driving

force some ob&ect or condition e.g. a %erson may be im%elled to$ards a hotel to satisfy his hunger need and a$ay %urchase a C. .>.

.'BEC I>E .F ,E : 0/I .b&ectives are the route ma% of any research. 5ithout setting ob&ectives any research $ould be meaningless and all the efforts of the researcher $ill go in vain. he ob&ectives of this %ro&ect titled Jconsumer behaviour regarding %urchase of cosmeticsJ $ere; 2- Finding ma&or factors to %urchase cosmetics. 6- o find out the variety of cosmetics# the $omen and students %refer most. <- he brands# $hich are %o%ular for the %articular ty%e of %roduct. 1- he e(%enditure and the fre)uency of using the cosmetics. 8- /etermining the sources from $here the $omen get the information about cosmetics. G- Consumer %erce%tion to$ards the cosmetics ads. C- 5hether they are influenced and ins%ired by the ads. that influence the %urchase decision of consumers

RE:EARC, !E ,./.A.9I Problem Formulation; It has normally observed that most of the marketers are s%ectacle about consumers in India. Each com%any tries to %rovide more information about their %roducts for consumers. >ery fe$ com%anies are really %roviding information according to the re)uirement of Consumers. hey look for bargaining and lack of %ro%er advertisement about %roducts.

hus being a !'A student I felt# I should study the effectiveness of information of the %roduct of cosmetic consumers in de%th. Another side of coin is that cosmetic market in India is gro$ing ra%idly and enormous unta%%ed %otential lies there. hus also motivated me for selecting my to%ic of study as JConsumer buying behaviour regarding Cosmetic in Iamuna "agar CityJ.

Research !ethodology; !arket research methodology is as old as the marketing is $ithout $hich it is almost im%ossible to reach at any tangible decision. Although various methods are ado%ted to undertake this activity but the goal is almost same i.e. to reach on a final decision or solution of the %roblem.

here is a very

famous )uote Jif you are confident of doing something# half of

the $ork is doneJ. And confidence comes $hen you have a %ro%er frame$ork

for the %articular &ob . ,ence to carry out any $ork of necessary to chalk out a frame$ork.

o carry out the research %ro&ect# $e first define the research methodology that is to be used for the research.

Research !ethodology is the $ay of systematically solving the research %roblem. It may be understood as a science of studying ho$ research is done scientifically. In it $e study the various ste%s that are generally ado%ted during the course of research along $ith the logic behind them. It is necessary for the research to kno$ not only the research methods but also the methodology.

he %ur%ose of the research is to discover the ans$ers to the )uestions through the a%%lication of scientific %rocedures. hough each research study has its o$n

scientific ob&ectives# $e may think of research ob&ective as falling in to a number of follo$ing broad grou%ings; 2- o gain familiarity $ith a %henomenon or to achieve ne$ insights into it. 6- o %ortray accurately the characteristics of %articular individual situation. <o determine the fre)uency $ith $hich something occurs or $ith $hich it associates $ith something else.

"ature of the %ro&ect; he %ro&ect assigned to me $as the JConsumer buying behaviour regarding Cosmetic in Iamuna "agar CityJ. he consumers survey $as conducted in

Iamuna "agar area. /ata is collected %eo%le $ho are living in Iamuna "agar area.

:urvey Planning; Planning is the most essential %art for a successful survey. A right a%%roach has to be decided before heading for$ard kee%ing in mind the ob&ective.

/ue consideration has to be given at this stage to$ards; 2- Pur%ose of the survey 6- :co%e of the survey <- 0nits of the data collection 1- :ources of data 8- echni)ues of data collection G- /egree of accuracy desired C- !iscellaneous consideration

:A!PAI"9 PAA"; :am%le :ize Consumer +244-

:urvey !ethodology Collection of /ata; his is the first ste% of the %rocess. It forms the foundation for the $hole of statistical analysis. Faulty data can lead to unreliable conclusions so most care is re)uired $hile collecting the data.

"ature of data collection; Primary :ources of data :econdary sources of data Area Covered Instrumental :urvey y%es of Kuestions ; ; ; ; ; Intervie$ and Kuestionnaire Internet and !agazines Iamuna "agar Kuestionnaire Close EndedE.%en Ended

b-

.rganizing the date; Collected data are meaningless unless %resented in a %ro%er manner to make them useful in decision making. he data obtained is edited# classified

and %ut in as tabulated form to make it understandable.

c-

Presentation; After collecting and analyzing the data# it is ready for %resentation. here

are different modes of %resentation including charts# diagrams and gra%hs etc. he main %ur%ose of %resentation is to %ut the collected data into an

easy readable form. In the %resent %ro&ect re%ort data has been gra%hically %resented by %ie diagrams.

d-

Analysis of data; ,aving gathered the data# the researcher has to %roceed to$ards dra$ing conclusion by logical inference. At this stage# the data is in a tabulated form and re)uires to be inter%reted. 5ith :P:: :oft$are to analysis the data. hus# analysis involves the refinement and mani%ulation of data. It basically involves.

'ringing the ra$ data in to measured data. :ummarizing the data. A%%lying analytical methods to mani%ulated the data so that their interrelations and )uantitative meaning become evident. ools of Analysis; Percentage and 'ar /iagram.

e-

Inter%retation; Inter%retation means to bring out the meaning of data or convert into information. he clima( of the research %rocess is a%%roached as one he $hole

%re%ares to dra$ conclusion for the data analyzed.

investigation culminates reaches in dra$ing inference that leads to

conclusion.

his %hase calls for a high degree of inter%retative skill both

)uantitative and logical.

FI"/I"9

In the %resent scenario# all the females use cosmetics. ,o$ever the number of cosmetics used varies. he highest res%onse is being sho$n by $orking $omen# ne(t by students and least by non7$orking $omen. "early# all the females use branded %roducts. Cosmetics are generally used for im%roving there looks and %ersonality. 0sing cosmetics gives them %sychological satisfaction and give to their body. Cosmetics no$ a days has become a necessity for all the females. Cosmetics are %urchased kee%ing in mind the brand name# %rice and )uality. Packaging and ease of use do not hold much significance. his is true for all the three categories. Friends and media %lay a very im%ortant role in making females a$are of cosmetics. Cosmetics are generally %urchased from general stores by all the three categories of females. 5orking $omen s%end more on cosmetics on an average than house$ives and student.

Cosmetics have after effect though their fre)uency is very les. 'ut to satisfy their short term need they are being used.

Advertisements %lay a role in hel%ing customer decide on s%ecific brand of cosmetics. :tudents and $orking $omen influenced more. 5orking $omen buy cosmetics in medium size# student in small sie and $orking $omen in large in size. here is trend to use herbal cosmetics. /ue to the a$areness# the ill7 effects are being considered $hile buying them. Customer $hile %urchasing cosmetics are not brand loyal. "o brand as such is %roviding all the %o%ular %roducts in cosmetics. /u%licity although very less is being e(%erienced $hich result in brand s$itching. Creating variety of cosmetics of a %articular brand creates a healthy im%ression in the mind of customers to a considerable e(tent. Price of cosmetics is found to be consummate $ith the utility it offers.

A"AAI:I: .F RE:P.":E: 9I>E" 'I : 0/E" :# "."75.RFI"9 A"/ 5.RFI"9 5.!E" K.2 0:A9E .F C.:!E IC: Product :ham%oo Eye Ainer Fa&al Face 5ash !oisturizer !uscura Com%act Conditioner 'leach Cream Astringent Cleansing !ilk Foundation Ai%stick Perfume /eodorant "ail Paint Cream :tudents 81 14 @ 16 <1 G 21 @ 64 2G <G 26 84 <4 11 1@ <1 "on7$orking <6 64 4 4 64 4 4 4 2@ 4 64 G 61 2G 26 @ @ 5orking 21 @ 2 24 @ 1 1 G 26 G @ 6 26 24 26 G 1

For Students

Shampoo Nail Paint Deodorant Perfume Lipstick Foundation Cleansing Milk Cream Eye Liner Kajal Face ash

Moisturi!er Muscura Compact Conditioner "leach Cream #stringent

Non$%orking

Nail Paint Deodorant Perfume

Cream

Shampoo Eye Liner

Lipstick Foundation Cleansing Milk #stringent

Kajal Face Moisturi!er Muscura Compact Conditioner "leach Cream ash

orking

Cream Nail Paint Deodorant Perfume Lipstick Foundation Cleansing Milk #stringent

Shampoo Eye Liner Kajal Face ash

Moisturi!er Muscura Compact Conditioner "leach Cream

,E P.P0AAR 'RA"/: A!."9 Product :ham%oo :tudents :unsilk# Pentene "on7$orking Clinic Plus# :unsilk Eye Ainer Fa&al Face 5ash !oisturizer !uscura Com%act Conditioner 'leach Cream Astringent Cleansing !ilk Aakme Aakme Ponds# Pears Ponds# Pears Aakme Aakme 0ltura /ou( Fem# Boilen Ayur Aakme# Ayur Aakme Aakme Ponds Ponds Aakme Aakme 0ltra /ou( Fem# Bolen Ayur Aakme# Ayur 5orking Clinic Plus# >atika Aakme Aakme Ponds# Pears Ponds# Pears Revlon# Aakme Aakme 0ltra /ou( Fem# Bolen Ayur :henaz# Ayur# Aakme Foundation Ai%stick Perfume /eodorant Aakme Aakme El7Paso# Elle Elle72@ Re(or Aakme Aakme Relon Re(ona# /o7it Re(ona ouch# Revlon Aekme# Revlon Charlie# .riflame Elle72@# Fa# Ponds "ail Paint Revlon# Aakme Revlon# Aakme# Al%ha# Aakme

Al%ha Creams Charmis F D A Ponds "ivea "ivea# Ponds

K6. y%e

IPE: .F C.:!E IC 0:E/; :tudents 14 21 "on7$orking @ G 5orking 61 @

'randed Aocal

: 0/E" :

Aocal 6G?

'randed C1?

he survey sho$s that students use branded cosmetics.

"."75.RFI"9

Aocal 1<? 'randed 8C?

he survey sho$s that non7$orking $omen use branded cosmetics.

5.RFI"9

Aocal 68?

'randed C8?

he survey sho$s that $orking $omen use branded cosmetics.

K<. REA:." F.R 0:I"9 C.:!E IC:; Reason o im%rove your %ersonality :ocial influences Fashion and status symbol ,ealth %oint of vie$ Psychological satisfaction :tudents 6G 8 8 @ 24
Students

"on7$orking 3 24 8 1 1

5orking G < 6 2 6

Psychological satisfaction &'( )o impro*e your personality ,-(

+ealth point of *ie% &.( Fashion and status sym/ol '( Social influences '(

he survey sho$s that students buy cosmetics# kee%ing in mind health and

%ersonality im%rovement. Fashion and status and social influences do not cater much.

Non-working
Psychological satisfaction &0( +ealth point of *ie% &0( Fashion and status sym/ol &1(

)o impro*e your personality 2-(

Social influences 03(

he survey sho$s that the non7$orking buy cosmetics for their %sychological satisfaction and health.
Working
Psychological satisfaction &,( +ealth point of *ie% 4( Fashion and status sym/ol &,( Social influences 2&( )o impro*e your personality ,,(

he survey sho$s that $orking $omen buy cosmetics to im%rove the %ersonality and they are also effected by social influences.

K1. PERCEP I." A'.0 C.:!E IC:; Perce%tion Au(ury "ecessity 'oth :tudents 24 <G @ "on7$orking G 61 6 5orking 6 24 6

Students
"oth &.( Lu5ury &'(

Necessity 11(

he survey sho$s that students %erceive cosmetics to be a necessity.

Non-working

"oth 1(

Lu5ury &'(

Necessity 4.(

he survey sho$s that non7$orking %erceive cosmetics to be necessity.

Working
"oth &,( Lu5ury &,(

Necessity 42(

he survey sho$s that $orking $omen %erceive cosmetic to be a necessity.

K8. FAC .R: 'E,I"/ '0II"9 /ECI:I." Factors 'rand Price Kuality Packaging Ease of 0se Availability :tudents 14 1@ 61 G 21 64 "on7$orking @ 26 1 6 G 1 5orking @ 8 24 1 6 6

Students
#*aila/ility &0( Ease of 6se '( Packaging ,( 7uality &1( "rand 21(

Price 02(

he survey sho$s that students consider %rice and brand name to an im%ortant determinant in buying cosmetics.

Non-working
#*aila/ility &&( Ease of 6se &4( Packaging 1( 7uality &&( "rand 22(

Price 00(

he survey sho$s that the non7$orking $omen consider brand name %rice and ease of use to be an im%ortant determinant in buying cosmetics.

Working
#*aila/ility 1( Ease of 6se 1( Packaging &0(

"rand 21(

7uality 00(

Price &1(

he survey sho$s that the $orking $omen consider )uality and brand name to be im%ortant determinant in buying cosmetics.

KG. :.0RCE .F I"F.R!A I." :ources 'eautician /octors :ho%7kee%ers Friends !edia :tudents <1 @ 1 1@ <4 "on7$orking 24 1 6 2G 61 5orking G 4 4 @ 26

Students

Media 2,(

"eautician 24( Doctors 1( Shop$ keepers 0(

Friends ,3(

he survey sho$s that friends and beautician are sources that make students a$are of cosmetics.

Non-working
"eautician &-( Media ,2( Doctors 4( Shop$ keepers ,( Friends 2'(

he survey sho$s that media and friends make non7$orking $omen a$are of cosmetics.

Working
"eautician 20( Doctors 3( Media ,1( Shop$ keepers 3( Friends 0&(

he survey sho$s that media and friends influence $orking $omen.

KC. .0 AE : F.R P0RC,A:E; .utlets 9eneral :tores E(clusive Cosmetic 'eauty Parlours Cosmetic :tores 6@ 21 1 1 < 6 :tudents 1G 1 "on7$orking 61 4 5orking 24 4

Students
Cosmetic Stores &.( "eauty Parlours 03( 8eneral Stores .&(

E5clusi*e Cosmetic ,(

he

survey sho$s that student generally buy cosmetics from general stores and

%arlors.

Cosmetic Stores &0( "eauty Parlours &0( E5clusi*e Cosmetic 3(

Non-working

8eneral Stores 4,(

he survey sho$s that non $orking $omen largely buy cosmetics from general stores.

Working
Cosmetic Stores &0( "eauty Parlours 23( E5clusi*e Cosmetic 3( 8eneral Stores 14(

he survey sho$s that $orking $omen buy cosmetics from general stores.

K@. EHPE"/I 0RE ." C.:!E IC:; E(%enditure 4784 847244 2447284 2847644 !ore :tudents @ <6 1 1 G "on7$orking 1 26 24 6 4 5orking 4 4 4 1 24

More &&( &.3$233 4( &33$&.3 4(

Students
3$.3 &.(

.3$&33 13(

he survey sho$s that students s%end Rs. 847244 monthly on cosmetics.

More 3( &.3$233 4( &33$&.3 01(

Non-working

3$.3 &,(

.3$&33 ,0(

he survey sho$s that non $orking $omen s%end on an average Rs. 847244 on cosmetics.

Working
&33$&.3 3( 3$.3 3( .3$&33 3( &.3$233 2'(

More 4&(

he survey sho$s that $orking $omen s%end on an average Rs. 2847644 on cosmetics.

K3. EFFEC .F C.:!E IC A/>ER I:E!E" ; Effect ,el% "ot ,el% :tudents <G 2@ "on7$orking @ 61 5orking @ G

Students

Not +elp 00( +elp 14(

he survey sho$s that advertisement hel% many students to decide on ty%e and s%ecific brand of cosmetics.

Non-working
+elp 2.(

Not +elp 4.(

he survey sho$s that house$ives are generally not influenced by cosmetic advertisements in deciding ty%e and s%ecific brand of cosmetics.
Working

Not +elp ,0( +elp .4(

he survey sho$s that cosmetic advertisements %lay a role in hel%ing $orking $omen to choose on s%ecific brand and ty%e of cosmetic.

K24. y%e ,erbal

IPE .F C.:!E IC:; :tudents 14 21 "on7$orking 66 24 5orking 24 1

"on7herbal

Students
Non$her/al 21(

+er/al 4,(

he survey sho$s that students %referred to use herbal cosmetics.

Non-working

Non$her/al 0&(

+er/al 1'(

he survey sho$s that most of the non $orking $omen use herbal cosmetics.

Working

Non$her/al 2'(

+er/al 4&(

he survey sho$s that $orking $omen %refer herbal cosmetics.

K22. 'RA"/ :5I C,I"9 Attitude Change "ot change :tudents <1 64 "on7$orking 66 24 5orking 24 1

he survey that students generally change their %resent brand.

Students

Not change 04( Change 10(

he survey sho$s that $orking $omen change their brands fre)uently.

Non-working

Not change 0&(

Change 1'(

he survey sho$s that non 7 $orking $omen change their brands

Working

Not change 2'(

Change 4&(

Reason for Changing; "e$ %roduct introduction Price change Ad7intensity Pack change Product im%rovement 64? 63? 22? 1? <G?

K26. :A!E 'RA"/ F.R AAA EHI: I"9 PR./0C CA E9.RI Res%onse Ies "o :tudents 24 11 "on7$orking 24 66 5orking 6 26

Students
9es &'(

No -&(

he survey sho$s that students use different brands for different %roduct.

Non-working

9es 0&(

No 1'(

he survey sho$s that non $orking $omen do not use same brand for all cosmetics. ,o$ever# a fe$ still use same brand.

Working
9es &,(

No -1(

he survey sho$s that a very high %ercentage of $orking $omen use different brands.

K2<. EHPERIE"CE .F /0PAICI I E(%erience Ies "o :tudents 26 16 "on7$orking 26 66 5orking 6 26

Students
9es 22(

No 4-(

he survey sho$s that a fe$ students e(%erienced du%licity.

Non-working

9es 0.( No 1.(

he survey sho$s that about one third of the non $orking $omen have e(%erienced du%licate.

Working
9es &,(

No -1(

he survey sho$s that a very fe$ $orking $omen have e(%erienced du%licity. A combined analysis sho$s that du%licity is being e(%erienced.

'ehaviour after e(%erience du%licity L L L Category s$itching 'rand s$itching 'rand Aoyal <2? 84? 23?

K21. RE9AR/I"9F

,EAA ,I

I!PRE::I."

A'.0

,E

K0AAI I .F C.:!E IC:. Res%onse Ies "o :tudents C@ 66 "on7$orking 8G 11 5orking C2 63

Students
No 22(

9es 4-(

he survey sho$s that students think that variety of cosmetic create a healthy im%ression about the )uality of cosmetics.

Non-working

No ,,( 9es .1(

he survey sho$s that some non $orking $omen think that variety of cosmetics of a %articular brand does not create a healthy im%ression about the )uality of cosmetics.

Working

No 2'(

9es 4&(

he survey sho$s that like students $orking $omen also think that variety of cosmetics create a healthy im%ression about the )uality of cosmetics.

K28. 'rand 0sage in the family 'rand :ame /ifference :tudents <6 66 "on7$orking 66 24 5orking @ G

Students

Difference ,&( Same .'(

he survey sho$s that some families use all the %roducts of cosmetics of the same brand.

Non-working

Difference 0&(

Same 1'(

he survey sho$s that almost all the non $orking use cosmetics of the same brand.

Working

Difference ,0( Same .4(

he survey sho$s that almost cosmetics of the different brand.

half of the $orking $omen families use

2G.

PRICE >ER:0: 0 IAI I :tudents 66 <6 "on7$orking 64 26 5orking 24 1

Perce%tion Ies "o

Students

9es ,&( No .'(

he survey sho$s that students do not think that %rice is consummate $ith the utility they offer.

Non-working

No 0-( 9es 12(

he survey sho$ that non $orking $omen think that %rice is consummate $ith the utility they offer.

Working

No 2'(

9es 4&(

he survey sho$s that like $orking $omen also think that %rice is consummate $ith the utility they offer.

:099E: I.": !arketers should try to create brand loyalty by s%ecial changes in %roduct. hey should try to generate %ositive $ord of mouth by delivering )uality %roducts. /u%licity should be checked as %er standards. Pro%er attention should be given to make cosmetics free of aftereffects. For the %romotion %ur%oses# more attention to be given to general and cosmetic store. As media %lays an im%ortant role. e(%loited. Celebrities and beauty consultants should be included in advertisements for making them more effective. > and magazines should be %ro%erly

'I'AI.9RAP,I '..F: Phili% Fotler# J!arketing !anagementJ.

:chiffmean Aeon# knouck. Aeslie# JConsumer 'ehaviour' +Prentice hall of India Pvt. Atd.-

!A9AMI"E Advertising and marketing Reader /igest

5E':I E: $$$.googlesearch.com $$$.kho&.com

C.":0!ER '0II"9 'E,A>I.0R A: RE9AR/: C.:!E IC: 2/o you use cosmetics= +IesE"oif yes# then %lease s%ecify their name belo$

6-

5hich cosmetics do you use= 'randed Aocal + -

<-

Reasons for buying and using cosmetics are o im%rove your %ersonality. + :ocial influences Fashion and status symbol ,ealth %oint of vie$ Psychological satisfaction + + + + -

1-

5hat is your o%inion about cosmetics= Au(ury "ecessity 'oth + + + -

8-

5hat factors do you consider $hile %urchasing cosmetics= 'rand Price Kuality Packaging Ease of use + + + + + -

 Availability G-

5hat are the sources that make you a$are of cosmetics= 'eauticians /octors :ho%kee%ers Friends !edia + + + + + -

C-

From $here do you %urchase cosmetics= 9eneral stores E(clusive cosmetics stores 'eauty %arlors Cosmetics stores + + + + -

@-

,o$ much on an average do you s%end on cosmetics= 4784 847244 2447284 2847644 !ore + + + + + -

3-

/o you think cosmetics advertisements hel% you to decide on ty%e

and s%ecific brand of cosmetics= If yes recall.

24-

5hat ty%e of cosmetics do you like to buy= A- ,erbal '- "on ,erbal + + -

22-

/o you regularly use the same brand of cosmetics or change the bran fre)uently= If yes# then reasons for changing. Prince change "e$ brand introduction Product im%rovement Package changes Advertising intensity Any other + + + + + + -

26-

/o you use the same brand of cosmetics for all the e(isting %roduct categories in cosmetics= +IesE"o,ave you eve e(%erienced any inferiorityEdu%licity in cosmetics you have %urchased. If yes# ho$ has that influenced your buying behaviour= 'rand s$itching Category s$itching 'rand loyal Any other + + + + -

2<-

21-

/oes variety of cosmetics of a %articular brand create a healthy im%ression on your mind about the )uality of cosmetics= +IesE"o-

28-

/oes all your family members use same brandE ty%e of cosmetics :ame /ifferent + + -

2G-

/o you think that the %rice of cosmetics in general is consummate $ith the utility they offer= +IesE"o-

"ame Age Profession Address