INTRODUCTION

Use of cosmetics is not latest trend, it has its roots deep within the annals of history. The word cosmetic has been given this modern name lately. Through regular and formal use of cosmetics has gained momentum now, it has been in some form or other since a long time.

To cite an example of the long usage of cosmetic, the cosmetics depict had found its origin in China in the 4th century BC.

Indian too has not remained far behind in the development and fre uent usage of cosmetics. !ousehold utility li"e haldi, chandan, basan uptoon have been used centuries to preserve the natural beauty of s"in. The reason for their usage was ade uate availability of pure material, apt "nowledge of natural formulation and virtually #eros effects.

The cosmetics industry, which started glowing in the early $%%&s, is expanding exponentially. 'ith more women and men becoming conscious of their and willing to spend on their grooming, this industry has been growing at (&)(* percent the last few years. +o wonder then that the shelves are stoc"ed 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 ,+Cs but also provided space for many Indian companies to foray or expand their product range.

GROWTH TRENDS AND PROSPECTS : -n ./0),arg study reveals that while most 1,C0 products were affected by the general slowdown, this segment witnessed relatively good growth in volume and value (&&$. +ot only have more people started using cosmetics, they are also willing to pay more to loo" and feel good. The penetration rate is higher in the s"in) care segment compared to lipstic"s. 'hile volume growth has remained low, at 2 percent, in the case of lipstic"s, much of the value growth ha come from price rises.

This not only means that consumers are willing to spend the extra bit to loo" and feel good, but also indicates the constant up gradation from mass to premium products. Though mass products still constitute a ma3or portion of the mar"et, 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 loo"s, 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. 'ith numerous players fighting for mar"et share, is the industry really big enough and the growth high enough

to accommodate all the players4 'hat ma"es a player tic" and create a niche for itself in the mar"et4 These uestions need to be pondered upon before 3umping to

conclusions about the industry5s prospects. Value growth % 6"in Care 8ipstic"s $$ $2 Value growth % 7 2 Price growth % * 2

Though most players see huge opportunity in this industry, what would actually wor" wonders for the players is strong brand promotion, good distribution networ", constant innovation and uality improvement, the ability to provide a variety of products and introduce affordable products without compromising on uality.

Cosmetics are still seen as elitist products and may be the last thing on an average Indian consumer5s mind. Though the low penetration levels for most cosmetic products suggest much potential, the mar"et for cosmetic products may remain a niche mar"et, accessed by a small proportion of the consumers. 9espite the tall claims, the actual growth prospects would be limited to this extent.

1rom the investment perspective, though many big listed companies have a presence in the various sub)segments of the industry, !88 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 !88 to affect investment decisions. -s to the recent entrants such as 9abur and 9r. ,orepen, it may be a while before their financials reflect the dynamics of this industry. The other listed players are :mami and ;.8. ,orison <India=. 9espite their good financial trac" records, investing in these stoc"s may be highly ris"y for a retail investor as low traded volumes and e uity base characteri#e the stoc"s.

COS ETICS The cosmetic segment primarily comprises of colour cosmetics <1ace, eye, lip and nail care products=, perfumes, talcum powder and deodorants. -ll these are very small segments. Talcum powder is the most popular cosmetic product in India. This mar"et is estimated at /s.2.* bn and is yet growing at $&)$(> in pa. -wareness is very high at 7&> with a penetration of 4*.4> in urban areas and (*.(> in rural areas. ?ond5s dominates the talcum mar"et with a @&> share following by ;ohnson A ;ohnson, which has a $*> mar"et share.

-ttar and alcoholic perfumes each account for *&> of the fragrance mar"et estimated at /s. 2 bn. In the alcoholic perfumes mar"et, $B2rd represnted b an

unorgani#ed, with the balance largely imported. The ;une %7 budget halvd duties to *&/ 8a"me ha a minor presence in the segment. ?erception of damage to s"in on account of chemical ingredients restricts usage of face care products. The nail polish mar"et is the largest at /s.(*)2&>.

9eodorants have a very negligible presence in the Indian mar"et an estimated of /s. &.2 bn. 'ordwide, deodorants is the largest mar"et followed by s"in care, shampoos and toothpaste. !88 has launched a couple of products in this segment.

AR!ET SEG ENTATION The Indian mar"et can be segmented in terms of product category and price. -gain oral care, hair care shampoos A oils, s"in care, soaps and distribution networ" may divide the product categories. s

ORA" CARE The oral care mar"et can be segregated into toothpaste <C&>=, toothpowder <(2>= and toothbrushes <$@>=. 'hile C&> of toothpaste is sold on the family platform, around 2*> is sold on cosmetic propositions. .n the other hand, while toothpowder accounts for *(> of the mar"et, red toothpowder accounts for 4&> and blac" toothpowder accounts 7>. The penetration level of toothpasteBpowder in urban areas 2 D that in the rural areas. Traditional

materials such as neem and tobacoo are popular for cleaning in the rural areas, 1re uency of usage for toothpaste is only $.* times among other consumers, compared with ( times in the developed world. ?er gm in Tahiland.

0iven the low per capita consumption and penetration rates, toothpaste demand is mainly being driven by the overall mar"et growth of 7)$&.The rural segment is also tooth powder growth.

HAIRCAREOI"S The hair oil mar"et is huge, valued at /s.C bn. 9ue to the varied consumption habits of consumers across the country, where coconut oil and edible oil are interchange used, the si#e of the mar"et is li"ely to be higher than estimated. ,ore importantly, the mar"et is growing at an impressive C)@> in volume terms despite the high penetration level.

Usage of hair oil is a typical Indian habit with *&> of the population out of which some perceive that massaging the head with hair oil has a cooling impact. The penetration of hair oil is fairly high at around 7@> and evenly distributed among the urban and rural areas.

HAIR CARE SHA POOS The shampoo mar"et in India is valued at /s.4.* bn with the penetration level at $2> only. The mar"et is expected to increase due to lower duties and aggressive mar"eting by players 6hampoo is also available in a sachet, which is affordable and ma"es up to 4&> of the total shampoo sale.

The Indian shampoo mar"et is characteri#ed by a twin benefit platformE cosmetic and antidandruff. It is basically an upper middle class product, as more than *&> of the consumers use ordinary toilet soap for washing hair.

'hile the awareness level is high, the penetration level is very low even in the metros, which is only 2&>. Urban mar"ets account for 7&> of the total shampoo mar"etE the penetration level is rapidly increasing due to decline in excise duty, which was $(&> in $%%2 to 2&> currently.

S!INCARE The s"in care mar"et is at a very nascent stage with basic re uirements of the consumers being protecting the s"in from cold and dryness in winter, and improving fairness of the s"in. ,ost of the product categories are niche segments.

'hile the awareness rate is high in both urban areas accounting for C&/ and rural areas accounting for 2&> the penetration level is low for both. This is because of apprehensions that usage of s"in care products may benefit in the long run due to the chemical contents. ,any households prefer to use traditional and natural home made products.

6ince the mar"et is at a very nascent stage with very low penetration levels, the growth rates are expected to be higher at (4)(** over the next five years. +ew players such as -von and .riflame have entered the mar"et with the natural ingredient benefit platform, which could further spur growth.

SOAPS The product categories can be classified into three segmentsE premium <8ux, 9ove=, popular <+irma, Cinthol=, and economy <+irma Bath, 8ifebuoy=. The price differential between the premium and economy segments is about (D. The popular and economy segments account for about 4B*ths of the entire mar"et for soaps.

?enetration of toilet soaps is high at 77.C>. !owever per capita consumption levels remain low India5s per capita consumption of soap at 4C& gms per annum is lower than that of Bra#il at $,$&& gms per annum.

DISTRI#UTION NETWOR! : 6oaps are available in * ml retail outlets in India, 2.@* m of which are in the rural areas. Therefore availability of these products is not a problems @*> of India5s population is in the rural areasE hence about *&> of the soaps are sold in the rural mar"ets.

PRICE SE ENTATION ?rice is common basis for segmenting the cosmetics mar"et. The mar"et segments formed accordingly now describeF

POPU"AR SEG ENT The sector is divided into two distinct segments)the premium segment catering mostly to urban higherBupper middle class and the popular segment with prices as low as (*>)2&> of the premium segment , catering to mass segments in urban and rural mar"ets. The premium segment is less price sensitive and more brand conscious.

ECONON$ SEG ENT India5s rural mar"ets have been a lot of activity in the last few years. 6ince penetration levels are pretty high in most categories, future growth can come only deeper rural penetration. 1,C0 ma3ors are aggressively loo"ing at rural India since it accounts for @&> of the total Indian households.

GROWTH !igh consumer awareness and penetration levels will enable the mar"et to grow at an average 7)$&> per annum with slightly higher growth in the rural areas. !igher penetration stems from popularity of low)cost detergents. !ence, besides increase in per capita consumption, there is tremendous scope for movement up the value chain.

!88, +irma and ?A0 are the ma3or players in the mar"et with 4&>, 2&> and $(> share, respectively. 'hile !88 dominates the premium segment, +irma is the leader in the popular segment.

CONSU ER The term consumer is often used to describe two different "inds of consuming entitiesE the personal consumer and the organi#ational 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.TG GC/ or car= or as a gift for a friend <e.g. bi"e, camera etc.=. In each of these cases, individual who are referred to as end uses or ultimate consumers buys the goods for final use.

The organi#ational consumer buys goods and services in order to run their organi#ation. ,anufacturing companies buy raw material etc. to manufacture and sell their own products. Institutions buy the material they need to maintain themselves.

UNDERSTANDING CONSU ERO"OG$ I AGE SE""ING 'henever a consumer purchase a product, he is not 3ust buying a brand. !e is also buying an image that is associated with the brand. :very mar"eter, and mar"eting company, operates with the sole ob3ective of crafting an array of image, and reinforcing this diverse image in a contextual framewor" 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 consumer5s mind

Imagery is everything. 'hen a consumer parts with money to purchase a product, it is actually a response to the image that a particular band of the product has cotnrived in his mind. This image, when confronted by a need state translated itself into a purchase decision. 9uring 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. - series of good repeat purchase experience gives you a local customer.

CONSU ERO"OG$ .nce that real understanding of a brand5s drives through an identification of the uni ue associative image in obtained, in then becomes the tas" of the brand Consumerology to craft relevant fit for the brand into the consumer)selected image. 1rom this fit an image is interpreted into a social and vocational set that is consonance with the consumer5s image and the image of the brand through the medium of an image solution.

!aving identified the image solution, the next tas" is to deliver it through the variables of mar"eting li"e pac"aging, pricing, distribution, merchandising, promotion and advertising. The most important aspect of Consumerology, and image solution, is that they never dormant. Imagery, being everything is constantly changing, so do the image solutions. Thus, these image solutions are a function of listening to the consumer. They involves constant listening to chec" if a brand5s drivers are changing, if the consumer5s image is changing and id the image of the brand is being molded according to the changing situation.

6o, the correct practice of Consumerology implies the creation of mar"et listening post, which is constantly receiving consumer feedbac" 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.

CONSU ER #EHAVIOUR Consumer behaviour is the study of individual, individual in a group as whole while the individual decides to spend hisBher time, effort and money on consumption related items. Consumer behaviour refer to the behavior that consumer displays in searching for, purchasing using, evaluating and isposing of products and services that they expect will satisfy their needs. They study of consumer behaviour is the study of how individual ma"e decision to spend their available resources vi#. Time, money and effort on they buy from, where they buy it, how often they buy it and how often they use it.

Ta"e the case of consumer durable e.g. the T.G. set. 'hat features they loo" for4 'hat is the reason for buying particular T.G. 6et4 !ow li"ely are they to replace their old models when new models with added features become available4 The answer to such uestion can only be found through consumer research that provide. TG manufacture with important product scheduling, design

modification and opting final strategy.

-lthough this study focuses on how and why consumers ma"e decision to buy T.G Consumer behavior and considers the uses consumers ma"e of the good

they buy and then subse uent e uations. 1or example, a buyer may experience dissatisfaction to friend, and in turn influence his friend future TG purchase decision or may vow never to buy same brand or model again, prescribing his own future selection decisions. :ach of these possible conse uences of consumer post purchase strategies into their promotional campaigns.

NEED O% CONSU ER #EHAVIOUR STUD$ 1or mar"eters, it is important for us to decide to whom to direct the promotional efforts by recogni#ing why and how individuals ma"e their consumption decisions. If mar"eters understand consumer behavior they are able to predict how consumer are li"ely to react to various informational and environmental cues, and able to shape their mar"eting strategies accordingly.

The initial thrust of consumer research was from a managerial perspectiveE mar"eting manager wanted to "now the specific causes of consumer behavoir. They also wanted to "now how people receive, store and use consumption related information, so that they could design mar"eting strategies to influence consumption decisions. They regarded the consumer behavior discipline as an applied mar"eting scienceE if they could predict consumer behavior, they could influence it.

DEVE"OP ENT O% THE %IE"DS O% CONSU ER #EHAVIOUR There are a number of reasons why the study of consumer behavior developed as separate mar"eting discipline. ,ar"eting had long noted that consumer did not always act or react as mar"eting theory would suggest. The si#e of the consumer mar"et in this country highly diversified. :ven in industrial mar"ets, where needs of good and services are always homogeneous than in consumer mar"ets, buyers are exhibiting diversified preferences and less predictable purchase behavior.

To better meet the needs of specific groups of consumers, most mar"eters adopted a policy of mar"et segmentation, which called of the division of their total potential mar"ets 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 mar"eters ma"e determined efforts to learn everything they could about their perspective consumer i.e. their needs, preference, changing life style. /esearch 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 ma"e consumption decision e.g. in order to identify sources of consumer confusion and deception, consumer advocates sought to discover

perceive and interpret various mar"eting and promotional information i.e. promotional appeals, pac"age labels, warranties etc.

,ost of organi#ations have recogni#ed that need to mar"et globally to achieve ma3or economics of scale. ,ar"eters now use cross cultural consumer research studies as the basis for product development and promotional strategies to meet the needs of targeted consumers.

%ACTORS

INC"UENCING

#U$ING

#EHAVIOUR

PS$CHO"OGICA" %ACTORS 9iversity in human behavior often causes us to loo" the fact that people are really very much ali"e. ?sychologists and consumer behavior agree that most people tend to experience the same "inds of needs and motives, they simply express these motives in different ways. 1or, this reason an understanding of human psychology is very important to mar"et place. The human psychology is

ma3or factors that influence the buying behavior of the consumer. Under the psychological factors the following points are ta"en into consideration !U,-+ +::96 ,.TIG-TI.+ ?/:C:?TI.+ 8:-/+I0+ -TTITU9:

HU AN NEEDS Gery individual has some needs some are innate, others ac uired. :very person made purchase according to his needs e.g. purchase of food to satisfy need to hunger, purchase of car to satisfy ego needs.

-s far as the purchase of T.G. is concerned, it has become the needs of every individual besides he belongs to any income group or social class.

OTIVATION ,otivation is a driving force towards some ob3ect or condition or a driving

force some ob3ect or condition e.g. a person may be impelled towards a hotel to satisfy his hunger need and away purchase a C.T.G.

O#&ECTIVE O% THE STUD$ .b3ectives are the route map of any research. 'ithout setting ob3ectives any research would be meaningless and all the efforts of the researcher will go in vain. The ob3ectives of this pro3ect titled Hconsumer behaviour regarding purchase of cosmeticsH wereF $= 1inding ma3or factors to purchase cosmetics. (= To find out the variety of cosmetics, the women and students prefer most. 2= The brands, which are popular for the particular type of product. 4= The expenditure and the fre uency of using the cosmetics. *= 9etermining the sources from where the women get the information about cosmetics. C= Consumer perception towards the cosmetics ads. @= 'hether they are influenced and inspired by the ads. that influence the purchase decision of consumers

RESEARCH Pro'le( %or(ulatio):

ETHODO"OG$

It has normally observed that most of the mar"eters are spectacle about consumers in India. :ach company tries to provide more information about their products for consumers. Gery few companies are really providing information according to the re uirement of Consumers. They loo" for bargaining and lac" of proper advertisement about products.

Thus being a ,B- student I felt, I should study the effectiveness of information of the product of cosmetic consumers in depth. -nother side of coin is that cosmetic mar"et in India is growing rapidly and enormous untapped potential lies there. Thus also motivated me for selecting my topic of study as HConsumer buying behaviour regarding Cosmetic in Iamuna +agar CityH.

Re*earch

etho+olog,:

,ar"et research methodology is as old as the mar"eting is without which it is almost impossible to reach at any tangible decision. -lthough various methods are adopted to underta"e 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 uote Hif you are confident of doing something, half of

the wor" is doneH. -nd confidence comes when you have a proper framewor"

for the particular 3ob . !ence to carry out any wor" of necessary to chal" out a framewor".

To carry out the research pro3ect, we first define the research methodology that is to be used for the research.

/esearch ,ethodology 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 "now not only the research methods but also the methodology.

The purpose of the research is to discover the answers to the uestions through the application of scientific procedures. Though each research study has its own scientific ob3ectives, we may thin" of research ob3ective as falling in to a number of following broad groupingsF $= To gain familiarity with a phenomenon or to achieve new insights into it. (= To portray accurately the characteristics of particular individual situation. 2= To determine the fre uency with which something occurs or with which it associates with something else.

Nature o- the .ro/ect: The pro3ect assigned to me was the HConsumer buying behaviour regarding Cosmetic in Iamuna +agar CityH. The consumers survey was conducted in Iamuna +agar area. 9ata is collected people who are living in Iamuna +agar area.

Sur0e, Pla))i)g: ?lanning is the most essential part for a successful survey. - right approach has to be decided before heading forward "eeping in mind the ob3ective.

9ue consideration has to be given at this stage towardsF $= ?urpose of the survey (= 6cope of the survey 2= Units of the data collection 4= 6ources of data *= Techni ues of data collection C= 9egree of accuracy desired @= ,iscellaneous consideration

SA P"ING P"AN: Sa(.le Si1e Consumer <$&&=

Sur0e,

etho+olog,

Collectio) o- Data: This is the first step of the process. It forms the foundation for the whole of statistical analysis. 1aulty data can lead to unreliable conclusions so most care is re uired while collecting the data.

Nature o- +ata collectio): ?rimary 6ources of data 6econdary sources of data -rea Covered Instrumental 6urvey Types of Juestions F F F F F Interview and Juestionnaire Internet and ,aga#ines Iamuna +agar Juestionnaire Close :ndedB.pen :nded

'2 Orga)i1i)g the +ate: Collected data are meaningless unless presented in a proper manner to ma"e them useful in decision ma"ing. The data obtained is edited, classified and put in as tabulated form to ma"e it understandable.

c2

Pre*e)tatio): -fter collecting and analy#ing the data, it is ready for presentation. There are different modes of presentation including charts, diagrams and graphs etc. The main purpose of presentation is to put the collected data into an

easy readable form. In the present pro3ect report data has been graphically presented by pie diagrams.

+2

A)al,*i* o- +ata: !aving gathered the data, the researcher has to proceed towards drawing conclusion by logical inference. -t this stage, the data is in a tabulated form and re uires to be interpreted. 'ith 6?66 6oftware to analysis the data. Thus, analysis involves the refinement and manipulation of data. It basically involves.

Bringing the raw data in to measured data. 6ummari#ing the data. -pplying analytical methods to manipulated the data so that their interrelations and uantitative meaning become evident. Tools of -nalysisF ?ercentage and Bar 9iagram.

e2

I)ter.retatio): 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 analy#ed. The whole investigation culminates reaches in drawing inference that leads to

conclusion. This phase calls for a high degree of interpretative s"ill both uantitative and logical.

%INDING

In the present scenario, all the females use cosmetics. !owever the number of cosmetics used varies. The highest response is being shown by wor"ing women, next by students and least by non)wor"ing women. +early, all the females use branded products. Cosmetics are generally used for improving there loo"s and personality. Using cosmetics gives them psychological satisfaction and give to their body. Cosmetics now a days has become a necessity for all the females. Cosmetics are purchased "eeping in mind the brand name, price and uality. ?ac"aging and ease of use do not hold much significance. This is true for all the three categories. 1riends and media play a very important role in ma"ing females aware of cosmetics. Cosmetics are generally purchased from general stores by all the three categories of females. 'or"ing women spend more on cosmetics on an average than housewives and student.

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

-dvertisements play a role in helping customer decide on specific brand of cosmetics. 6tudents and wor"ing women influenced more. 'or"ing women buy cosmetics in medium si#e, student in small sie and wor"ing women in large in si#e. There is trend to use herbal cosmetics. 9ue to the awareness, the ill) effects are being considered while buying them. Customer while purchasing cosmetics are not brand loyal. +o brand as such is providing all the popular products in cosmetics. 9uplicity although very less is being experienced which result in brand switching. Creating variety of cosmetics of a particular brand creates a healthy impression in the mind of customers to a considerable extent. ?rice of cosmetics is found to be consummate with the utility it offers.

PRE%ACE

Consumer behaviour is the "ey factor affecting the today5s mar"eting environment. -fter the liberaliation and the globali#ation there has been a sea change in the Indian mar"et scenario. The ,+C5s have entered the fray, which forced the Indian giants to change their strategies. There is a cutthroat competition and in order to survive and to have an edge over competitors, mar"eters have reali#ed the value of consumers. Consumers orientation is the "ey word in present times.

I feel it my pleasure to wor" on this topic and present this study in form of research pro3ect report a that is essential for every ,B- student. The purpose of this pro3ect is to provide the students with the practical exposure of the mar"et in today5s changing scenario. It helps in the development of practical s"ills and analytical thin"ing process. It provides with basic s"ills re uired to perform the surveyE and statistical tools re uired analy#ing the data. -lso it ma"es more aware about the perceptions and tastes of consumers. Thus it helps in molding the students according to the re uirements of mar"et.

Consumers buying preferences tastes choices have changed and they have become more conscious. Change in consumers perception has lead to a situation of unsatisfaction among consumers. There has been a lot of change in the rural

consumers. Their living standard has got uplifted and they are ready to spend more to have ualify products.

The present study is based on the behaviour of the consumers in urban area <!isar= while purchasing cosmetics. It gives the information about the attitude, perception and effect of social, cultural, economic, demographic and psychographics factors on purchase of the consumers.

ANA"$SIS O% RESPONSES GIVEN #$ STUDENTS3 NON4WOR!ING AND WOR!ING WO EN 567 USAGE O% COS ETICS Pro+uct 6hampoo :ye 8iner Ka3al 1ace 'ash ,oisturi#er ,uscura Compact Conditioner Bleach Cream -stringent Cleansing ,il" 1oundation 8ipstic" ?erfume 9eodorant +ail ?aint Cream Stu+e)t* *4 4& 7 4( 24 C $4 7 (& $C 2C $( *& 2& 44 47 24 No)4wor8i)g 2( (& & & (& & & & $7 & (& C (4 $C $( 7 7 Wor8i)g $4 7 $ $& 7 4 4 C $( C 7 ( $( $& $( C 4

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

THE POPU"AR #RANDS A ONG Pro+uct 6hampoo Stu+e)t* 6unsil", ?entene No)4wor8i)g Clinic ?lus, 6unsil" :ye 8iner Ka3al 1ace 'ash ,oisturi#er ,uscura Compact Conditioner Bleach Cream -stringent Cleansing ,il" 8a"me 8a"me ?onds, ?ears ?onds, ?ears 8a"me 8a"me Ultura 9oux 1em, ;oilen -yur 8a"me, -yur 8a"me 8a"me ?onds ?onds 8a"me 8a"me Ultra 9oux 1em, ;olen -yur 8a"me, -yur Wor8i)g Clinic ?lus, Gati"a 8a"me 8a"me ?onds, ?ears ?onds, ?ears /evlon, 8a"me 8a"me Ultra 9oux 1em, ;olen -yur 6hena#, -yur, 8a"me 1oundation 8ipstic" ?erfume 9eodorant 8a"me 8a"me :l)?aso, :lle :lle)$7 /exor 8a"me 8a"me /elon /exona, 9o)it /exona Touch, /evlon 8e"me, /evlon Charlie, .riflame :lle)$7, 1a, ?onds +ail ?aint /evlon, 8a"me /evlon, 8a"me, -lpha, 8a"me

-lpha Creams Charmis 1 A 8 ?onds +ivea +ivea, ?onds

596 T$PES O% COS ETIC USED: T,.e Branded 8ocal Stu+e)t* 4& $4 No)4wor8i)g 7 C Wor8i)g (4 7

STUDENTS

"ocal 9:%

#ra)+e+ ;<%

The survey shows that students use branded cosmetics.

NON4WOR!ING

"ocal <=% #ra)+e+ >;%

The survey shows that non)wor"ing women use branded cosmetics.

WOR!ING

"ocal 9>%

#ra)+e+ ;>%

The survey shows that wor"ing women use branded cosmetics.

5=6 REASON %OR USING COS ETICS: Rea*o) To improve your personality 6ocial influences 1ashion and status symbol !ealth point of view ?sychological satisfaction Stu+e)t* No)4wor8i)g (C * * 7 $&
Stu+e)t*

Wor8i)g C 2 ( $ (

% $& * 4 4

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

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

The survey shows that students buy cosmetics, "eeping in mind health and

personality improvement. 1ashion and status and social influences do not cater much.

No)4wor8i)g
Psychological satisfaction &0( +ealth point of *ie% &0( Fashion and status sym/ol &1(

)o impro*e your personality 2-(

Social influences 03(

The survey shows that the non)wor"ing buy cosmetics for their psychological satisfaction and health.
Wor8i)g
Psychological satisfaction &,( +ealth point of *ie% 4( Fashion and status sym/ol &,( Social influences 2&( )o impro*e your personality ,,(

The survey shows that wor"ing women buy cosmetics to improve the personality and they are also effected by social influences.

5<6 PERCEPTION A#OUT COS ETICS: Perce.tio) 8uxury +ecessity Both Stu+e)t* $& 2C 7 No)4wor8i)g C (4 ( Wor8i)g ( $& (

Stu+e)t*
"oth &.( Lu5ury &'(

Necessity 11(

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

No)4wor8i)g

"oth 1(

Lu5ury &'(

Necessity 4.(

The survey shows that non)wor"ing perceive cosmetics to be necessity.

Wor8i)g
"oth &,( Lu5ury &,(

Necessity 42(

The survey shows that wor"ing women perceive cosmetic to be a necessity.

5>6 %ACTORS #EHIND #U$ING DECISION %actor* Brand ?rice Juality ?ac"aging :ase of Use -vailability Stu+e)t* 4& 47 (4 C $4 (& No)4wor8i)g 7 $( 4 ( C 4 Wor8i)g 7 * $& 4 ( (

Stu+e)t*
#*aila/ility &0( Ease of 6se '( Packaging ,( 7uality &1( "rand 21(

Price 02(

The survey shows that students consider price and brand name to an important determinant in buying cosmetics.

No)4wor8i)g
#*aila/ility &&( Ease of 6se &4( Packaging 1( 7uality &&( "rand 22(

Price 00(

The survey shows that the non)wor"ing women consider brand name price and ease of use to be an important determinant in buying cosmetics.

Wor8i)g
#*aila/ility 1( Ease of 6se 1( Packaging &0(

"rand 21(

7uality 00(

Price &1(

The survey shows that the wor"ing women consider uality and brand name to be important determinant in buying cosmetics.

5:6 SOURCE O% IN%OR ATION Source* Beautician 9octors 6hop)"eepers 1riends ,edia Stu+e)t* 24 7 4 47 2& No)4wor8i)g $& 4 ( $C (4 Wor8i)g C & & 7 $(

Stu+e)t*

Media 2,(

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

Friends ,3(

The survey shows that friends and beautician are sources that ma"e students aware of cosmetics.

No)4wor8i)g
"eautician &-( Media ,2( Doctors 4( Shop$ keepers ,( Friends 2'(

The survey shows that media and friends ma"e non)wor"ing women aware of cosmetics.

Wor8i)g
"eautician 20( Doctors 3( Media ,1( Shop$ keepers 3( Friends 0&(

The survey shows that media and friends influence wor"ing women.

5;6 OUT"ETS %OR PURCHASE: Outlet* 0eneral 6tores :xclusive Cosmetic Beauty ?arlours Cosmetic 6tores (7 $4 4 4 2 ( Stu+e)t* 4C 4 No)4wor8i)g (4 & Wor8i)g $& &

Stu+e)t*
Cosmetic Stores &.( "eauty Parlours 03( 8eneral Stores .&(

E5clusi*e Cosmetic ,(

The

survey shows that student generally buy cosmetics from general stores and

parlors.

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

No)4wor8i)g

8eneral Stores 4,(

The survey shows that non wor"ing women largely buy cosmetics from general stores.

Wor8i)g
Cosmetic Stores &0( "eauty Parlours 23( E5clusi*e Cosmetic 3( 8eneral Stores 14(

The survey shows that wor"ing women buy cosmetics from general stores.

5?6 E@PENDITURE ON COS ETICS: EA.e)+iture &)*& *&)$&& $&&)$*& $*&)(&& ,ore Stu+e)t* 7 2( 4 4 C No)4wor8i)g 4 $( $& ( & Wor8i)g & & & 4 $&

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

Stu+e)t*
3$.3 &.(

.3$&33 13(

The survey shows that students spend /s. *&)$&& monthly on cosmetics.

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

No)4wor8i)g

3$.3 &,(

.3$&33 ,0(

The survey shows that non wor"ing women spend on an average /s. *&)$&& on cosmetics.

Wor8i)g
&33$&.3 3( 3$.3 3( .3$&33 3( &.3$233 2'(

More 4&(

The survey shows that wor"ing women spend on an average /s. $*&)(&& on cosmetics.

5B6 E%%ECT O% COS ETIC ADVERTISE ENT: E--ect !elp +ot !elp Stu+e)t* 2C $7 No)4wor8i)g 7 (4 Wor8i)g 7 C

Stu+e)t*

Not +elp 00( +elp 14(

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

No)4wor8i)g
+elp 2.(

Not +elp 4.(

The survey shows that housewives are generally not influenced by cosmetic advertisements in deciding type and specific brand of cosmetics.
Wor8i)g

Not +elp ,0( +elp .4(

The survey shows that cosmetic advertisements play a role in helping wor"ing women to choose on specific brand and type of cosmetic.

57C6 T$PE O% COS ETICS: T,.e !erbal +on)herbal Stu+e)t* 4& $4 No)4wor8i)g (( $& Wor8i)g $& 4

Stu+e)t*
Non$her/al 21(

+er/al 4,(

The survey shows that students preferred to use herbal cosmetics.

No)4wor8i)g

Non$her/al 0&(

+er/al 1'(

The survey shows that most of the non wor"ing women use herbal cosmetics.

Wor8i)g

Non$her/al 2'(

+er/al 4&(

The survey shows that wor"ing women prefer herbal cosmetics.

5776 #RAND SWITCHING Attitu+e Change +ot change Stu+e)t* 24 (& No)4wor8i)g (( $& Wor8i)g $& 4

The survey that students generally change their present brand.

Stu+e)t*

Not change 04( Change 10(

The survey shows that wor"ing women change their brands fre uently.

No)4wor8i)g

Not change 0&(

Change 1'(

The survey shows that non ) wor"ing women change their brands

Wor8i)g

Not change 2'(

Change 4&(

Rea*o) -or Cha)gi)g: +ew product introduction ?rice change -d)intensity ?ac" change ?roduct improvement (&> (%> $$> 4> 2C>

5796 SA E #RAND %OR A"" E@ISTING PRODUCT CATEGOR$ Re*.o)*e Ies +o Stu+e)t* $& 44 No)4wor8i)g $& (( Wor8i)g ( $(

Stu+e)t*
9es &'(

No -&(

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

No)4wor8i)g

9es 0&(

No 1'(

The survey shows that non wor"ing women do not use same brand for all cosmetics. !owever, a few still use same brand.

Wor8i)g
9es &,(

No -1(

The survey shows that a very high percentage of wor"ing women use different brands.

57=6 E@PERIENCE O% DUP"ICIT$ EA.erie)ce Ies +o Stu+e)t* $( 4( No)4wor8i)g $( (( Wor8i)g ( $(

Stu+e)t*
9es 22(

No 4-(

The survey shows that a few students experienced duplicity.

No)4wor8i)g

9es 0.( No 1.(

The survey shows that about one third of the non wor"ing women have experienced duplicate.

Wor8i)g
9es &,(

No -1(

The survey shows that a very few wor"ing women have experienced duplicity. combined analysis shows that duplicity is being experienced.

Behaviour after experience duplicity L L L Category switching Brand switching Brand 8oyal 2$> *&> $%>

57<6 REGARDING%

HEA"TH$

I PRESSION

A#OUT

THE

5UA"IT$ O% COS ETICS6 Re*.o)*e Ies +o Stu+e)t* @7 (( No)4wor8i)g *C 44 Wor8i)g @$ (%

Stu+e)t*
No 22(

9es 4-(

The survey shows that students thin" that variety of cosmetic create a healthy impression about the uality of cosmetics.

No)4wor8i)g

No ,,( 9es .1(

The survey shows that some non wor"ing women thin" that variety of cosmetics of a particular brand does not create a healthy impression about the cosmetics. uality of

Wor8i)g

No 2'(

9es 4&(

The survey shows that li"e students wor"ing women also thin" that variety of cosmetics create a healthy impression about the uality of cosmetics.

57>6 #ra)+ U*age i) the -a(il, #ra)+ 6ame 9ifference Stu+e)t* 2( (( No)4wor8i)g (( $& Wor8i)g 7 C

Stu+e)t*

Difference ,&( Same .'(

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

No)4wor8i)g

Difference 0&(

Same 1'(

The survey shows that almost all the non wor"ing use cosmetics of the same brand.

Wor8i)g

Difference ,0( Same .4(

The survey shows that almost cosmetics of the different brand.

half of the wor"ing women families use

7:6

PRICE VERSUS UTI"IT$ Stu+e)t* (( 2( No)4wor8i)g (& $( Wor8i)g $& 4

Perce.tio) Ies +o

Stu+e)t*

9es ,&( No .'(

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

No)4wor8i)g

No 0-( 9es 12(

The survey show that non wor"ing women thin" that price is consummate with the utility they offer.

Wor8i)g

No 2'(

9es 4&(

The survey shows that li"e wor"ing women also thin" that price is consummate with the utility they offer.

SUGGESTIONS ,ar"eters should try to create brand loyalty by special changes in product. They should try to generate positive word of mouth by delivering uality products. 9uplicity should be chec"ed as per standards. ?roper attention should be given to ma"e cosmetics free of aftereffects. 1or the promotion purposes, more attention to be given to general and cosmetic store. -s media plays an important role. TG and maga#ines should be properly exploited. Celebrities and beauty consultants should be included in advertisements for ma"ing them more effective.

#I#"IOGRAPH$ #OO!S ?hilip Kotler, H,ar"eting ,anagementH.

6chiffmean 8eon, "nouc". 8eslie, HConsumer Behaviour5 <?rentice hall of India ?vt. 8td.=

AGADINE -dvertising and mar"eting /eader 9igest

WE#SITES www.googlesearch.com www."ho3.com

CONSU ER #U$ING #EHAVIOUR AS REGARDS COS ETICS $= 9o you use cosmetics4 <IesB+o= if yes, then please specify their name below

(=

'hich cosmetics do you use4 Branded 8ocal < =

<

2=

/easons for buying and using cosmetics are To improve your personality. < = 6ocial influences 1ashion and status symbol !ealth point of view ?sychological satisfaction < = < < < = = =

4=

'hat is your opinion about cosmetics4 8uxury +ecessity Both < < < = = =

*=

'hat factors do you consider while purchasing cosmetics4 Brand ?rice Juality ?ac"aging :ase of use < = < = < < < = = =

 -vailability C=

<

'hat are the sources that ma"e you aware of cosmetics4 Beauticians 9octors 6hop"eepers 1riends ,edia < = < < = = < = < =

@=

1rom where do you purchase cosmetics4 0eneral stores :xclusive cosmetics stores Beauty parlors Cosmetics stores < = < < < = = =

7=

!ow much on an average do you spend on cosmetics4 &)*& *&)$&& $&&)$*& $*&)(&& ,ore < < < < < = = = = =

%=

9o you thin" cosmetics advertisements help you to decide on type

and specific brand of cosmetics4 If yes recall.

$&=

'hat type of cosmetics do you li"e to buy4 -= !erbal B= +on !erbal < = < =

$$=

9o you regularly use the same brand of cosmetics or change the bran fre uently4 If yes, then reasons for changing. ?rince change +ew brand introduction ?roduct improvement ?ac"age changes -dvertising intensity -ny other < = < < = = < = < = < =

$(=

9o you use the same brand of cosmetics for all the existing product categories in cosmetics4 <IesB+o= !ave you eve experienced any inferiorityBduplicity in cosmetics you have purchased. If yes, how has that influenced your buying behaviour4 Brand switching Category switching Brand loyal -ny other < = < = < < = =

$2=

$4=

9oes variety of cosmetics of a particular brand create a healthy impression on your mind about the uality of cosmetics4 <IesB+o=

$*=

9oes all your family members use same brandB type of cosmetics 6ame 9ifferent < < = =

$C=

9o you thin" that the price of cosmetics in general is consummate with the utility they offer4 <IesB+o=

+ame -ge ?rofession -ddress