PROJECT REPORT

ON
EFFECTIVENESS OF ADVERTISEMENT ON WOMEN
PRODUCT CARE
 TABLE OF CONTENTS
CHAPTERS TOPICS PAGE NO.
1. INTRODUCTION 1-21
2. REVIEW OF LITERATURE 22-26
3. OBJECTIVES 27-28
4. RESEARCH METHODOLOGY 29-32
5. DATA ANALYSIS AND INTERPRETATION 33-51
6. FINDINGS 52-53
7. SUGGESTIONS AND CONCLUSION 54-56
8. LIMITATIONS OF THE STUDY 57-58

 BIBLIOGRAPHY 59-60

 QUESTIONNAIRE 61-65
 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Thus if one was to undertake production first and then go about finding customer for the product
then one would in fact be putting the cart before horse. On the contrary the modern concept of
marketing cells for the entrepreneur to first determine what is needed by the consumer and then
arrange for its production and distribution. It therefore would not be wrong to confer that the
consumer is the hub around which the entire marketing activity must revolve. And without a
proper marketing system exchange can never be consummated efficiently or effectively. But
quite recently a new concept in marketing evolved known as the modern marketing concept.
According to this fundamental task of organization to determine needs and wants of the target
market and to adopt the organization to deliver the desired satisfaction. Peter F.Drucker
summarized that this simple nation by saying that: - “Until the consumer has desired final utility
there is really no product.” These are raw material
Consumer: - A consumer is an individual who purchase or has the capacity to purchase goods
and services offered for sale by marketing institutions in order to satisfy personal or house hold
needs wants or desires.”
Phillip kotler remarks that marketing is the analysis, organizing, planning, and controlling of the
first consumer.
Any business organization which wants to stay in business and determine what it’s actual and
potential consumer require in terms of goods & services. Thus the concept “consumer is king
“has given importance to study of buyer or consumer behavior.
Consumer Behavior: - It has been defined by schiffman and kanuk as “the behavior that
consumer display is searching for purchasing using evaluating and disposing of goods service
and ideas which they expect will satisfy their needs.”
Consumer behavior is concerned with the decision process that buyers or group or buyers go
through to make purchase decision including all those in fluency that explain the outcome of the
decision. This definition recognizes that buyer decision marketing is not a single act but series of
sequential steps of stages that buyer may go through. Moreover individual may not be true
buying decision unit but rather groups of individual may be jointly going through the process.
Thus the study of individual consumption behavior in the area of cosmetic products might
included a study of his own level of involvement which brand of cosmetic product like Hair &
Body oils, Face & Body cream he buy why he/she buys it. When where end how often he/she
buys it. Behavior not surprisingly can be result of myriad of influences. A person is influenced
by many forces the sum total of which is designation as the psychological field. First each person
is motivated by internal basic needs. The human being is not time bound however and is fully
capable of recalling and being influenced by the part as well as anticipating future consequences
of behavior.

In the era of globalization, improvement in science, technology, increase in literacy levels, high
increase of women joining the workforce have made people more aware and conscious towards
hygiene and beauty. The world we are living in sets of stereotypes that become role models.
Exposure to western culture, media, magazines, fashion shows, billboards have cultivated the
concept of role models. No doubt, people wish to look like their role models. The growing
concern for a perfect skin and a perfect body has become the goldmine for the skincare industry
all over the world.

Skin Care Products

Skin care products refer to all products used for cleansing, massaging, moisturizing etc. of the
skin especially the face or hands. The aim of such products is to maintain the body in good
condition and protect it from the harmful effects of the environment. Skin care products also fall
into the general category of cosmetics. Skin care products include cleanness facial masks, loners,
moisturizers, sunscreen, tanning sets and lotions, skin lighteners, serums and exfoliants.

Skin types

There are four basic skin types and two skin conditions. Different skin types and skin conditions
may benefit from different cosmetic care.

 Normal skin
This type of skin has a fine, even and smooth surface due to its ideal balance between oil and
moisture content. Normal skin is therefore neither greasy nor dry. People who have normal skin
have small, barely-visible pores. Their skin usually appears clear and does not frequently
develop spots and blemishes. Normal skin needs minimal and gentle treatment. Even though the
skin is considered normal and problem free, it still require maintenance. If maintenance is not
kept then the skin may not appear normal anymore.
 Dry skin
Dry skin tends to have a parched appearance and tends to flake easily. Dry skin is prone to
wrinkles and lines due to its inability to retain moisture, as well as an inadequate production of
sebum by sebaceous glands. Dry skin often has problems in cold weather, which dries it out
further. Constant cosmetic protection in the form of a moisturizer by day and a moisture-rich
cream by night is essential. It is important not to over-exfoliate, even in cases of extreme flaking.
Over-exfoliating dries the skin further and may harm or damage the skin. The skin should be
exfoliated gently by using sugar, rice bran or mild acids, although they should not be used more
frequently than once per week to avoid causing irritation and excessive dryness.

 Oily skin
As its names implies, this type of skin surface is slightly to moderately greasy, which is caused
by the over secretion of sebum. The excess oil on the surface of the skin causes dirt and dust
from the environment to adhere to it. Oily skin is usually prone to blackheads, whiteheads, spots
and pimples. It needs to be cleansed thoroughly every day, especially in hot or humid weather.
Moisturizing with an oil-free, water-based and non-comedogenic moisturizer is required in
addition. Exfoliation is necessary, but over-exfoliation can cause irritation and increase in oil
production; exfoliants that contain fruit acids are particularly helpful, and fine-grained exfoliants
may help to clear blocked pores, discouraging breakouts and improving the skin's appearance.

 Combination skin
This is the common type of skin. As the name suggests, it is a combination of oily and dry or
normal skin, where certain areas of the face are oily and the others dry. The oily parts are usually
found on a central panel, called the T–Zone, consisting of the forehead, nose and chin. The dry
areas usually consist of the cheeks and the areas around the eyes and mouth. Each part of the
face should be treated according to its skin type. There are skin care products made especially for
those who have combination skin; these contain ingredients that cater to both skin types.

Skin conditions

 Sensitive skin
Sensitive skin is a common skin condition that has a tendency to react to many potential triggers
with irritation, redness, stinging or burning, flaking, lumpiness, and rashes. A skin condition
changing into sensitive normally causes from our immune system disorders or the changes of
health conditions. The most common causes of irritation are chemical dyes and fragrances,
soaps, some flower and spice oils, shaving creams, tanning lotions or spray tans, changes in
temperature, excessive cleansing or exfoliating, waxing, threading, shaving, and bleaching.
People with sensitive skin should try to avoid products with unnecessary fragrances or dyes, and
generally avoid using products that cause irritation. Sensitive skin is typically dry, but can be
oily, normal, or combination as well.

 Acne-prone skin
Acne is a common skin condition that occurs when skin pores become clogged and bacteria
settles in, causing the pores to become infected. Several factors can contribute to developing
acne such as oily skin, hormones, diet, skin care products, and even your skin care routine. Acne
is treatable and even prevented by changing the lifestyle and diet in our everyday routine, and
applying the right skin care products.

The Global Skin care Industry.

The skin care market consists of the retail sale of facial care, body care, sun care, hand care,
depilatories and makeup remover products. The global markets consist of Africa and Middle
East, Americans, Europe and Asia – Pacific. The global skin care market generated total
revenues of $78.1 billion in 2011, representing a compound annual growth (CAGR) of 4.5% for
the period spanning 2007-2011. Facial care sales proved to be the most lucrative for the global
skin care market in 2011, generating total revenues $50.1 billion equivalent to 64.1% of the
market's overall value. The body care segment accounts for a further 16.8% of the market sun
care at 9.2%, Hand care at 5.9%, Depilatories at 2.0% and makeup remover at 1.9%. Market
segmentation of the Global market Asia – Pacific accounts for 44% Europe at 33.7% of the
global market, Americans at 20.4% and Africa and Middle East at 1.8%. The market share of the
leading companies of the world shows that L’Oreal S.A. is the leading player in the global skin
care market generating a 12% of the market's value. Beiersdorf AG accounts for a further of
9.2% of the market share. Unilever at 7.3% and other companies at 71.5%1.
Indian Skincare Industry:-

The Indian skincare market is led by facial care (representing 70.9% of the total market value)
followed by body care (representing 11.6%), depilatories (representing 7.4%), hand care
(representing 5.1%), makeup remover (representing 2.6%) and sun care which makes up
remaining 2.5% in 2011. The leading companies in the Indian market are Unilever, L’Oreal S.A.,
Emami limited, cavinkare Pvt. Ltd, Reckitt Benckiser Group ltd., Oriflame Dabur India Limited,
Procter and Gamble etc.
According to Malhotra (2003) describes the main reasons for boom in cosmetic industry as
increasing fashion and beauty consciousness coupled with rising incomes and focus on health
and fitness. To complement this, beauty culture or cosmetology has emerged as a major
occupational avenue with significant commercial potential.
The purpose of marketing communication is to affect the perceptions, comprehension and
actions of a target audience towards a company and its products and services.
There are five tools which come under marketing communications as a means to deliver a
message to its target audience. The five tools are Advertising, sales promotion, public relations,
direct marketing and personal selling
In this research study, the most relevant marketing communications are advertising and sales
promotion. This is because these two tools of marketing communications are identified in the
skin care product sector and they have a direct and deep impact on the consumer behavior.
Through advertising a company can influence consumers by informing and sending frequent
reminders to them of their products and services. Advertising also play a role in convincing the
consumer about products and its features and helps them to differentiate from other competitive
product & services. It helps in building a brand image of the product and also triggers sales.
Often, it is found that products are heavily advertised are perceived as being of higher quality
and consumers are likely to buy brands which are heavily advertised. Another tool of marketing
communication which deeply affects the buying behaviors is sales promotion. The purpose of
sales promotion is to motivate the consumers to make an immediate purchase by providing with
some additional value. The different forms of sales provision are Coupons, contents, discounts,
and premiums and promoted gifts.
Major Women Product Care Products in India:

1. Lakme:
A product of Unilever Brand, Lakme is probably the most trusted makeup brand over
generations. It is also the first makeup brand to launch an array of skin and face products for
woman in India and arguably the first name that pops up when it comes to cosmetic brand in
India. No matter how many other brands get launched in the market and no matter how much
they’ve been influential in the global font; Lakme India still rules the Indian market. And it
continues to innovate new items adhering to every taste and expectation of. the consumer

Their latest launch includes The Lakme Absolute Range which offers baked chromatic duo tone
eye shadows to Absolute lip range and Lakme eye conic range. It’s skin care products have also
shown impressive effects on Indian skin. Even their eyeconic kajal has been a huge hit lately.
Starting from Lakme’ moisturizers to sunscreens and face washes, they have been widely
adopted across the country and overseas into daily skin care routines by many.

2. Revlon
Revlon was founded in the midst of the Great Depression, 1931, by Charles Revson and his
brothers Joseph and Joel Roberts, along with a chemist, Charles Lachman, who contributed the
"L" in the Revlon name. Starting with a single product — a new type of nail enamel — the three
founders pooled their resources and developed a unique manufacturing process. Using pigments
instead of dyes, Revlon developed a variety of new shades of opaque nail enamel.

One of the first international brands to set its foot in India, Revlon offers a wide range of
lipsticks, nail paints, eye shadow, liners, mascaras and face cosmetics. It’s wide array of nail
paints especially are a huge craze among makeup lovers in India. Just like Lakme, this brand is
also appreciated by all. Even though Revlon is expensive as compared to Lakme, it is still
counted among the top 5 best selling cosmetic brands in India. It’s liners and lip colors are also a
huge hit among woman of all ages in India as well as abroad.

3. L’Oreal
The L'Oréal Group is a French cosmetics and beauty company, headquartered in Clichy, Hauts-
de-Seine. It is the world's largest cosmetics company, and has a registered office in Paris. It has
developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun
protection, make-up, perfumes and hair care, the company is active in the dermatology,
toxicology, tissue engineering, and biopharmaceutical research fields and is the top
nanotechnology patent-holder in the United States.

Besides their high end hair products, they also offer luxe cosmetics for face and skin. It’s
marketed worldwide and endorsed by the most well-known faces from Bollywood in India, like
Aishwarya Rai Bachchan and Sonam Kapoor. And Hollywood celebs like Penelope Cruz, Demi
Moore etc. endorse it globally.

4. Maybelline
Maybelline is an American makeup brand sold worldwide and owned by the French cosmetics
company L’Oreal. Their slogan is Maybe she's born with it. Maybe it's Maybelline. The
Maybelline Company was created by a 19 year old entrepreneur named Tom Lyle Williams in
1915. Williams noticed his older sister Mabel applying a mixture of Vaseline and coal dust to her
eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a
product sold locally called lash-in-brow-line. Williams renamed his eye beautifier Maybelline, in
honor of his sister Mabel, who gave him the idea. In 1917 the company produced Maybelline
Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s,
which was the first mass-market automatic.

5. Color Bar
Colorbar Cosmetics is one of India’s leading brands of color cosmetics that has been developed
with the promise of providing its consumers world class innovative products in a wide range of
colors. The inspiration behind the brand is the millennium woman who believes in expressing
her many moods and desires through a variety of colors she adorns.

As color experts, we provide a complete collection of products for face, eyes, lips and nails for
the countless unique moments in a woman’s life.

Colorbar cosmetics believe in the importance of developing state-of-the-art and innovative

products and solutions while maintaining the most stringent quality standards. The need to stay
updated with changes in the cosmetic industry as well as any new discoveries and developments
leads to an enhanced product offering. From the initial selection process of raw materials and
suppliers to the final process of packaging of products, the team ensures that thorough research
and development at all stages are strictly adhered to.

6. Avon
This brand has slowly had its grip on the Indian market and is very well known for direct
marketing. Apart from enhancing Indian skin, this makeup brand has also provided many women
with employment and part time income. Avon has also paved the way for launch of a huge
variety of cosmetics and skin products which is easily available sitting at home via the hands of
the direct selling agents just like Amway.

Even they offer us the chance to lay our hands on the international branded perfumes like Little
Black Dress and Surreal Garden Eau De Toilette to name a few. Its instant fairness, anti-marks
cream and other products of the Skin Natural’s Range are also a hot favorite among the Indian
homemakers. Well, they have some special items for teens too, who love their vibrant pretty
range of awesome nail colors. One can also try buying gel based nail paints from other reputed
brands from Luxola, who have recently launched in India.

7. Elle 18
This exciting & funky range of color cosmetics has been specially designed for young trendy
girls. Packaged in cool bottle shapes, the Elle 18 color bombs are little goblets specially designed
to deliver a pop of rich intense colors. With the goodness of Cocoa butter, Jojoba Oil, Rose
Water and Almonds, the Elle 18 range of cosmetics offers consumers an array of bright colors to
complement any outfit. The super cute range not only looks good but feels great to carry along
anytime anywhere.

8. M.A.C
MAC provides a wide variety of products for the everyday consumer such as eye shadows,
lipsticks, lip-gloss, all types of foundations, concealer, nail polish, stage makeup, and mascara.
Among all of these make-up products, MAC also sells fragrances, make-up brushes, and skin
care products. On January 8, 2011, Warner Bros. Consumer Products announced that DC
Comics' fictional heroine Wonder Woman would team up with MAC Cosmetics to create a
Wonder Woman makeup collection that would be available in MAC stores in the spring of 2011.
The collection included blush, eye shadow, eyeliner, lip gloss, lipstick, mascara, mineral powder
and nail polish. Most MAC products are oil free. Some MAC products do contain natural oils
which function as emollients (for example: orange oil, jojoba oil)

9. Amway
Probably this is the only brand in India which has love-hate relationship with its consumers in
India. As old as 50 years, this brand has been slowly gripping the Indian market over 2 decades
now. This makeup brand offers a wide range of skin, makeup and health care products. Unlike
other brands that are available at retail, this brand is rather availed through their executives and
this is the only reason, it’s not directly competing with the mainstream market. Plus, the
consumers not only buy its products at a discounted rate but are eligible to sell the items gaining
some scoring points.

Products

 Lipstick, lip gloss, lip liner, lip plumper, lip balm, lip conditioner, lip primer, and lip
boosters.
 Foundation, used to smooth out the face and cover spots or uneven skin coloration.
Usually a liquid, cream, or powder. Foundation primer is often applied before.
 Powder, used to set the foundation, giving a matte finish, and also to conceal small flaws
or blemishes.
 Rouge, blush or blusher, cheek coloring used to bring out the color in the cheeks and make
the cheekbones appear more defined. This comes in powder, cream, and liquid forms.
 Bronzer, used to give skin a bit of color by adding a golden or bronze glow.
 Mascara is used to darken, lengthen, and thicken the eyelashes. It is available in natural
colors such as brown and black, but also comes in bolder colors such as blue, pink, or
purple. There are many different formulas, including waterproof for those of us prone to
allergies or sudden tears. Often used after a eyelash curler and mascara primer.
 Eye liner, eye shadow, eye shimmer, and glitter eye pencils as well as different color
pencils used to color and emphasize the eyelids (larger eyes give a more youthful
appearance).
 Eyebrow pencils, creams, waxes, gels and powders are used to color and define the brows
 Nail polish, used to color the fingernails and toenails.
  Concealer, Makeup used to cover any imperfections of the skin.

Also included in the general category of cosmetics are skin care products. These include
creams and lotions to moisturize the face and body, sunscreens to protect the skin from
damaging UV radiation, and treatment products to repair or hide skin imperfections (acne,
wrinkles, dark circles under eyes, etc.). Cosmetics can also be described by the form of the
product, as well as the area for application. Cosmetics can be liquid or cream emulsions;
powders, both pressed and loose; dispersions; and anhydrous creams or sticks.

Skin types

There are five basic skin types, including:

1. Normal skin

This type of skin has a fine, even and smooth surface due to its ideal balance between oil and
moisture content and is therefore neither greasy nor dry. People who have normal skin have small,
barely-visible pores. Thus, their skin usually appears clear and does not frequently develop spots
and blemishes. This type of skin needs minimal and gentle treatment, but does still require
maintenance.

2. Dry skin

Dry skin has a parched appearance and tends to flake easily. It is prone to wrinkles and lines due
to its inability to retain moisture, as well as an inadequate production of sebum by sebaceous
glands. Dry skin often has problems in cold weather, which dries it out even further. Constant
protection in the form of a moisturizer by day and a moisture-rich cream by night is essential. It is
important not to over-exfoliate even in cases of extreme flaking, as this only dries out the skin
further; gentle exfoliating using sugar, rice bran or mild acids are the most suitable, although they
should not be used more frequently than once per week to avoid causing irritation and dryness.

3. Oily skin

As its name implies, this type of skin surface is slightly to moderately greasy, which is caused by
the over secretion of sebum. The excess oil on the surface of the skin causes dirt and dust from the
environment to adhere to it. Oily skin is usually prone to blackheads, whiteheads, spots and
pimples. It needs to be cleansed thoroughly every day, especially in hot or humid weather.
Moisturizing with an oil-free, water-based and non-comedogenic moisturizer is required in
addition. Exfoliation is also necessary, but over-exfoliation can cause irritation and increase in oil
production; exfoliants that contain fruit acids are particularly helpful, and fine-grained exfoliants
may help to clear blocked pores, discouraging breakouts and improving the skin's appearance.

4. Combination skin

This is the most common type of skin. As the name suggests, it is a combination of both oily and
dry or normal skin, where certain areas of the face are oily and the others dry. The oily parts are
usually found on a central panel, called the T–Zone, consisting of the forehead, nose and chin.
The dry areas usually consist of the cheeks and the areas around the eyes and mouth. In such
cases, each part of the face should be treated according to its skin type. There are also skin care
products made especially for those who have combination skin; these contain ingredients that
cater to both skin types.

5. Sensitive skin

Sensitive skin has a tendency to react to many potential triggers with irritation, redness, stinging
or burning, flaking, lumpiness, and rashes. The most common causes of irritation are chemical
dyes and fragrances, soaps, some flower and spice oils, shaving creams, tanning lotions or spray
tans, changes in temperature, excessive cleansing or exfoliating, waxing, threading, shaving, and
bleaching. People with sensitive skin should try to avoid products with unnecessary fragrances or
dyes, and generally avoid using products that cause irritation. Sensitive skin is typically dry, but
can be oily, normal, or combination as well as the inside of the elbow or behind the ear to ensure
that it does not irritate the skin.

Skin care products

Also included in the general category of cosmetics are skin care products. These include creams
and lotions to moisturize the face and body which are often formulated for different skin types per
range, sunscreens to protect the skin from UV radiation and damage, skin lighteners, and
treatment products to repair or hide skin imperfections (acne, wrinkles, dark circles under eyes,
etc.), tanning oils to brown the skin.

Ingredients
While there is assurance from the largest cosmetic companies that ingredients have passed quality
tests and official regulations, and are therefore generally safe to use, there is a growing preference
for cosmetics that are without any "synthetic" ingredients, especially those derived from
petroleum. Once a niche market, handmade and certified organic products are becoming more
mainstream.

Ingredients' listings in cosmetics are highly regulated in many countries. The testing of cosmetic
products on animals is a subject of some controversy. It is now illegal in the United Kingdom, the
Netherlands, and Belgium, and a ban across the European Union is due to come into effect in
2009.

Organic and natural ingredients

Even though many cosmetic products are regulated, there are still health concerns regarding the
presence of harmful chemicals within these products. Aside from color additives, cosmetic
products and their ingredients are not subject to FDA regulation prior to their release into the
market. It is only when a product is found to violate Federal Food, Drug, and Cosmetic Act
(FD&C Act) and Fair Packaging and Labeling Act (FPLA) after its release that the FDA may start
taking action against this violation. With many new products released into the market every
season, it is hard to keep track of the safety of every product. Some products carry carcinogenic
contaminant 1.4dioxane. Many cosmetic companies are coming out with "All natural" and organic
products. All natural products contain mineral and plant ingredients and organic products are
made with organic agricultural products. Products who claim they are organic are not, unless they
are certified "USDA Organic."

Cosmetic industry

The manufacture of cosmetics is currently dominated by a small number of multinational

corporations that originated in the early 20th century, but the distribution and sale of cosmetics is
spread among a wide range of different businesses. The world’s largest cosmetic companies
are The L'Oreal Group, The Procter & Gamble Company, Unilever, Shiseido Company,
Limited and Estee Lauder Companies, Inc. The market volume of the cosmetics industry in the
US, Europe, and Japan is about EUR 70B/y, according to a 2005 publication. In the United States,
the cosmetic industry's size was US$42.8 billion in 2008. In Germany, the cosmetic industry
generated €12.6 billion of retail sales in 2008, which makes the German cosmetic industry the
third largest in the world, after Japan and the United States. It has been shown that in Germany
this industry grew nearly 5 percent in one year, from 2007 to 2008. German exports in this
industry reached €5.8 billion in 2008, whereas imports of cosmetics totaled €3 billion. The main
countries that export cosmetics to Germany are France, Switzerland, the United States and Italy,
and they mainly consist of makeup and fragrances or perfumes for women.

The worldwide cosmetics and perfume industry currently generates an estimated annual turnover
of US$170 billion (according to Eurostaf – May 2007). Europe is the leading market, representing
approximately €63 billion, while sales in France reached €6.5 billion in 2006, according to FIPAR
(Federation des Industries de la Parfumerie – the French federation for the perfume
industry). France is another country in which the cosmetic industry plays an important role, both
nationally and internationally. Most products with a label, "Made in France" are valued on the
international market. According to data from 2008, the cosmetic industry has grown constantly in
France for 40 consecutive years. In 2006, this industrial sector reached a record level of €6.5
billion. Famous cosmetic brands produced in France include Vichy, Yves Saint Laurent, Yves
Rocher and many others.

The Italian cosmetic industry is also an important player in the European cosmetic market.
Although not as large as in other European countries, the cosmetic industry in Italy was estimated
to reach €9 billion in 2007. The Italian cosmetic industry is however dominated by hair and body
products and not makeup as in many other European countries. In Italy, hair and body products
make up approximately 30% of the cosmetic market. Makeup and facial care, however, are the
most common cosmetic products exported to the United States.

Due to the popularity of cosmetics, especially fragrances and perfumes, many designers who are
not necessarily involved in the cosmetic industry came up with different perfumes carrying their
names. Moreover, some actors and singers have their own perfume line (such as Celine Dion).
Designer perfumes are, like any other designer products, the most expensive in the industry as the
consumer pays not only for the product but also for the brand. Famous Italian fragrances are
produced by Giorgio Armani, Dolce and Gabbana, and others.
Recently, Procter & Gamble, which sells CoverGirl and Dolce & Gabbana makeup, funded a
study concluding that makeup makes women seem more competent. Due to the source of funding,
the quality of this Boston University study is questioned.

The cosmetic industry worldwide seems to be continuously developing, now more than ever with
the advent of the Internet companies. Many famous companies sell their cosmetic products online
also in countries in which they do not have representatives.

Research on the email marketing of cosmetics to consumers suggests they are goal-oriented with
email content that is seen as useful, motivating recipients to visit a store to test the cosmetics or
talk to sales representatives. Useful content included special sales offerings and new product
information rather than information about makeup trends.

INDIAN COSMETIC INDUSTRY

The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. In that
time the range of cosmetic and beauty products in India has widened tremendously. Beauty
products manufacturers in India mostly cater to the great demand for cosmetics and toiletries that
fall into the low or medium-price categories as the greatest demand in India has always been for
these economically priced products

However, in recent years in the cosmetics market India competitors have begun to manufacture
products to cater to an International need. For instance, herbal cosmetics from India have a great
demand in the overseas market and many cosmetic products that are manufactured in India today
are supplied to international suppliers of branded cosmetics products like The Body Shop for
example. New facts that have been unveiled by a series of cosmetics business market analysis
India reveal that many International companies are now outsourcing cosmetics to India and that
the industry of cosmetic products India is growing at an average rate of almost twenty percent
annually. This increase is attributed to two main factors. The first being the increase for the
demand in Indian cost-effective products and the second being the increased purchasing power of
the average Indian

There are also many reasons for the increased demand for cosmetic products in particular. With
the introduction of satellite television and a wide array of television channels as well as the
Internet, the average Indian consumer is constantly bombarded with advertisements and
information on new cosmetic products which often translates into the desire to purchase them. A
boom in the Indian fashion industry has also been linked to the increased awareness of Indian
people about their appearances and consequently contributed to an increase in the demand for
cosmetic products.

However, even with the massive surge in the popularity of cosmetic products, statistics have
shown that the average Indian consumer spends much less on cosmetic products than consumers
from every other part of the world. This means that the Indian cosmetic industry has an even
greater potential for growth than it is presently experiencing.
In the entire range of products that fall within the territory of the Indian cosmetic and toiletries
market, the most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses
account for the most sales. In this area, popular local brand names include Lakme and Revlon.
Skin-care cosmetics have experienced a slower growth and products such as anti-wrinkle creams,
cleansers and toners, for instance are not as popular as facial creams, moisturizers and fairness
creams in this genre. Companies like Ponds and Fair and Lovely rule the roost in this segment.

Unilever and Procter & Gamble are major players in the Indian cosmetic sector of shampoos and
hair products. However, the Indian hair-care cosmetic sector now has a few foreign brands to
compete with these giants as well. Finally, one of the most popular cosmetic produced in India are
herbal cosmetics which have gained popularity internationally in recent years. Shahnaz Husain,
Emami and Biotique products are the most well-known in this area.

The global cosmetic industry or Multi nationals have been captivated by India in a fascinating
manner–the world’s second most populous country - over 1 billion people - even one percent of
captured market at estimated rates is a huge sum for some companies. India has seen an growth in
the cosmetics industry especially in the recent ten years.

Currently, the market size of the cosmetics industry in India is estimated to be worth US$1.5
billion, and is expected to double to US$3 billion by 2014. The industry has been growing at an
annual rate of almost 20%, twice the rate in the United States or Europe. A market surge of 19%
Compound Annual Growth Rate (CAGR) is anticipated till the year 2014.

The Associated Chambers of Commerce and Industry of India (ASSOCHAM) have published a
survey which stated that 65% of the teenagers claimed that their expenditure on branded
cosmetics had increased 75% in the past 10 years.

In some of the western countries - where 55 plus age category is the target group, in India the
target range is from 20 plus age group. Indian men are increasingly taking to cosmetics with
men’s personal-care segment estimated at over $200 million.

When one compares the data of male users to their female counterparts, the expense of the male
segment has reported a rise of about 80% over this period. India’s import of cosmetics, beauty
products and intermediate raw materials such as essential oils is approx $400 million per year.

Main reasons for this growth are-increased purchasing power and rising fashion awareness due to
media and other exposures amongst the people. Grooming is also becoming an increasingly
important part of people's mindset because they are now stepping out to work - as retails sector
employees, airlines workers, or other such jobs in the organized sector or at malls or wherever call
centre exist.

Increased advertising creates and captured the imagination and awareness of the people. The
Bollywood factor or the Indian movie industry and its changing fashion also create an impression
and cause purchases to be expedited to match the images people hold close to their ideals - youth
and people of all ages today use deodorants - and think over the importance of grooming and
being fashionable.

Indian cosmetic market is a fascinating market - the Indian cosmetic market caters to all sections
of society, products ranging from a mere $2 to about $1000. The higher-end market range is
considered to be within $20 to $200, while the middle market consumes products that are priced
below $20.

Increased brand choices caused growth of many brands such as L’Oreal, Maybelline, Lakme,
Revlon and others. People today ask for quality of products. This change is across the segments -
all classes of towns and cities and mega cities - people have moved towards quality of products
and self consciousness can be seen as important in rural towns as well.

The MNCs recognise the importance of tapping into the Indian rural market which is 70% of the
Indian population, i.e. nearly 900 million people. To benefit the market and show commitment,
many cosmetic companies, such as L’Oreal, have set up research facilities, Amway and Oriflame
have also set up manufacturing facilities and some of them even export from India to other
markets - investing millions of dollars in India has been a good strategy for India and has allowed
them to embrace the market and give themselves a cutting edge over other players.

In recent Focus group discussions for clients we found that more and more people are today
spending a huge sum on grooming beyond just a creme and a kajal for women and creme for men.
Specialised products and targeted grooming materials are today forming a part of overall habit of
living for Indians. Although India is very far from becoming a Hong Kong overnight, the journey
has begun.

GROWTH OPPORTUNITIES

The growing retail segment and a good scope of manufacturing are two factors that mean future
growth for the Indian market.

The Indian cosmetics and toiletries market has seen major changes both in terms of user
perception and product availability over the past five years. There have been market shifts during
this period and the past two years have seen the market take further momentum. According to
figures given by the Confederation of Indian Industries (CII), the total Indian beauty and
cosmetic market size currently stands at US$950 million and showing growth between 15-20%
per annum. The overall beauty and wellness market that includes beauty services stands at about
US$2,680 million, according to CII estimates.

The steady growth rate in the Indian cosmetic and beauty service market has made the Indian
government see it as a source of potential revenue for the country. In fact CII organized its first
beauty B2B event--Beauwell India 2005--in Chennai in March, which attracted foreign
participation especially from Europe. In presenting the event, TT Ashok, chairman, CII
(Southern Region), said, "As the cosmetic industry is growing so rapidly, we at CII felt the need
for an industry event to showcase the opportunities in the beauty and wellness business, and
present a business platform for suppliers as well as players in the beauty service business."

The increasing market size is the direct result of the changing socio-economic status of the
Indian consumers, especially women. Higher paying jobs and increasing awareness of the
Western world and beauty trends there have served to change the tastes and customs of the
middle-class and higher strata of the society, with the result that a woman from such social strata
now is more conscious of her appearance and is willing to spend extra cash on enhancing it
further. Today increasing numbers of women, especially from the middle-class population, have
more disposable income leading to a change in cosmetic and skin care product consumption.
This actually has fuelled a growth in certain product categories in the market that hardly were
experiencing it earlier. Two such categories are color cosmetics and sun care products that have
shown growth rates of 46% and 13% respectively over the past two years, according to
Euromonitor.

CUSTOMER SEGMENTS

According to a CII report, US$0.68 per capita is spent for cosmetics, which might be lower than
some other countries, but this indicates a growing awareness among consumers.
"There are two major factors that are swaying the buying decision among women here. First
obviously is the television and media exposure they have today. The other not so obvious one is
the corporate dressing culture, which slowly is evolving in the Indian market. Due to set dress
code in MNCs, a female employee is conscious about picking the right makeup colors for the
office. Today she has the money and the inclination to spend it on separate sets of products,
especially color cosmetics" said Abdul Rahim, managing director of the Chennai-based cosmetic
distribution company GR Fragrances Pvt Ltd, which markets the Diana of London range of
cosmetics.
According to a source at L'Oreal India, women in the age group of 30 and above are getting very
selective about the type of products they choose. "As older women have more cash and are more
conscious of their appearance, especially skin, they are willing to spend more on separate sets of
creams and lotions that target problem areas. These women also are more open to buying higher-
priced products," he says.
In addition, men as well as the beauty professionals and beauty services segment are emerging as
big buyers of cosmetics and skin care here. Pradeep Verma, managing director of Derma Color,
which sells Kryolan in India, said "The market is ready for professional makeup products since
the Indian professional makeup artists are very well-trained and are aware of the products and
prefer to use international brands. Earlier they were sourcing their products from international
markets such as Dubai or Bangkok or Singapore. But now players such as Kryolan and MAC
have direct presence, so the professional makeup artists are picking up from us."

BRAND POSITIONING

With increasing awareness among customers, it has become very important for the cosmetic and
skin care companies here to develop the right brand positioning and create the right product and
brand awareness.

Pricing of the product and the nature of product usage are the two criteria that define brand
positioning. For instance products falling under the price range of Rs 45 to Rs 200 are in the
mass-market category. The middle market price can range from Rs 200 up to Rs 800. In the
high-end market, pricing can range from Rs 800 to about Rs 5000. Finally there is the premium
range of products where the pricing can touch up to Rs 35,000.

"Today it is important for big brands like us to define different brand positioning to retain the
right market share. For instance, at L'Oreal we push Maybelline and Synergie ranges to the
younger generation and also in the lower income group mass market. While L'Oreal range of
cosmetic and skin care products are for the middle and higher-middle class women and Vichy is
for high-end users," explains the source at L'Oreal India.

Brands such as Lakme and Color Bar are being pushed as mass market products and focus on
younger women and women with lower buying power. Then there is Revlon, Chambor, Diana of
London.
 CHAPTER-2

REVIEW OF LITERATURE
 REVIEW OF LITERATURE

Simon J.L. (1969) attempted to analyze the effect of advertising on the sales of Liquor brand.
The role of advertising in shaping one’s image and perception of brands is known. Many
researchers have attempted to study the role of advertisements on brand loyalty. A successful
advertisement must be able to transfer its distractive image and appeal over to the brand.

Lambin (1976) observes that the lagged-sales coefficient may be generally interpreted as a
measure of consumer inertia. He finds significant inertia effects in most markets. Using various
measurements of advertising intensity, however, Lambin fails to find a positive and significant
relationship between brand inertia rates and brand advertising intensity.

Sproles & Kendall (1986) defined fashion consciousness as an awareness of new designs,
changing fashions and attractive styling, as well as the desire to buy something exciting and
trendy. They also observed that brands that supply stylish packages of features can attract loyal
consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue
repeatedly to purchase their products in stores that are highly fashionable. They gain satisfaction
from using the latest brands and designs which also satisfies the consumer’s ego.

Tellis (1988) reports that experience is the strongest determinant of purchase behavior, and those
other marketing variables like price are more important than advertising. Advertising appears to
have only a small effect on brand choice.

Aaker & Keller (1990) argued that loyalty is closely associated with various factors, one of the
main ones being the experience of use. Customers may be loyal owing to high switching barriers
related to technical, economical or psychological factors, which make it costly or difficult for the
customer to change. From another point of view, customers may also be loyal because they are
satisfied with the brand and thus want to continue the relationship (Fornell, 1992).

Kohli & Thakor (1997) argued that a brand name involves the creation of an image or the
development of a brand identity and is an expensive and time consuming process. The
development of a brand name is an essential part of the process since the name is the basis of a
brand’s image. Brand name is important for the firm to attract customers to purchase the product
and influences repeat purchasing behaviour. Consumers tend to perceive the products from an
overall perspective, associating with the brand name all the attributes and satisfaction
experienced by the purchase and use of the product and, indeed, any negative associations that
might exist.

Cadogan & Foster (2000) argued that price is probably the most important consideration for the
average consumer. Consumers with high brand loyalty are willing to pay a premium price for
their favoured brand, so their purchase intention is not easily affected by price. In addition,
customers have a strong belief in the price and value of their favorite brands, so much so that
they would compare and evaluate prices with alternative brands (Keller, 2003). Consumer
satisfaction can also be built by comparing price with perceived costs and values. If the
perceived values of the product are greater than cost, it is observed that consumers will purchase
that product. Loyal customers are willing to pay a premium even if the price has increased
because the perceived risk is very high and they prefer to pay a higher price to avoid the risk of
any change (Yoon & Kim, 2000).

Keller (2003) argued that famous brand names can disseminate product benefits and lead to
higher recall of advertised benefits than non-famous brand names. There are many unfamiliar
brand names and alternatives available in the market place. Consumers may prefer to trust major
famous brand names for satisfying purposes. These prestigious brand names and their images
attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce
price related switching behaviours (Cadogan & Foster, 2000).

Anne Marie Todd (2004) in her paper focuses on green consumerism. It is described in the
paper that ecomarketers must carefully frame their environment products in a way that appeals to
consumers with environmental ethics and layers who constructs a complicated ethical identity for
the green consumer. This article analyzes the promotional materials of their companies that
advertise their environmental consciousness Burt’s Bee’s Inc, Tom’s Maine, Inc., and the body
shop Inc.

Duff (2007) investigated the niche market in women’s cosmetics and observed that cosmetics
buyers were becoming more fashion conscious and were demanding products with more
attractive design; furthermore, consumers have a tendency to use different makeup designs for
different occasions. It is further argued that design or visual appearance is the important part of
the product, which includes line, shape and details affecting consumer perception towards a
brand.

Guthrie, Kim & Jung (2008) examined women's perceptions of brand personality in relation to
women's facial image and cosmetic usage. This study sought to develop a better understanding of
how various factors influence perceptions of cosmetic brands in the USA. The survey included
items measuring facial image, cosmetic usage, brand personality and brand attitude. The findings
showed that an effective brand personality was important across all three brands, although
consumer perceptions pertaining to the remaining brand personality traits differed. The study
found that consumers' facial image influenced the total quantity of cosmetics used. Results also
indicated that a relationship existed between facial image and brand perceptions.

Aamna et al. (2011), wherein likeability, persuasiveness and brand personality were identified
as the key drivers which pushes the consumer in the direction of purchase, respondents were
asked to tell their frequency of advert encounter on cosmetic products and to indicate the
medium of the ad and whether they liked the ad, the personality used in the ad or were persuaded
by the message in the ad.

(Ha et al., 2011) Marketers regard advertising as one of the most powerful and effective
promotional tools to reach customers. Advertising gives information, persuades, reminds,
corrects false impressions and convinces as well as creates a brand image for buyers of a product
or service. Not surprisingly, advertising expenditures has shown astronomical growth in recent
years. This is due to strongly held perceptions that advertising spending has direct as well as
indirect effect on brand loyalty.

Khraim (2011) argued that product quality plays a significant role in influencing consumers to
be brand loyal customers. Additionally, the overall findings of the study showed that, amongst
others, UAE consumers preferred brand name, product quality, price, promotion, store
environment and service quality as relevant factors attributable to brand loyalty. All these factors
showed positive relationships with brand loyalty, except design, which had no relationship.
Undeniably, the cosmetics industry is one area which offers vast potential in the consumer
market where there is an increase in social activities. More reliable and positive findings on this
topic would have an impact on consumers, marketers and policy-makers.

Dr. P. Sree Devi(2012) in their paper has taken an attempt to learn consumer’s preference for
various mode of advertisements and to study whether India plays any influences in changing the
brands of health drinks in kuppam region .Primary Data was collected from 100 respondents.
Simple correlation was used to know the relationship between the variables such as age versus
mode of advertisement, income and types of health drinks used, media preference and reason for
buying the product. The finding of the study is advertisements are well accepted and recognize
by people depending up their effectiveness in putting across products and services in an
acceptable form. Hence advertisements can be made effective by understanding what the people
want and what they look forward in a form of product or service.

Soni Neha and Verghese manoj (2013) in their paper have made effort to find the various sales
promotion tools and its impact on purchase decision. The different promotional Tools used were
offer, premium, contest, Rebate, Price Pack. A Questionnaire was formulated with a sample size
of 109 respondents. The analysis showed that among the various tools of promotion: offer,
premium and contest are having significant impact on consumer purchase decision. Rebate was
found to be insignificant.
 CHAPTER-3

OBJECTIVES OF THE STUDY

 OBJECTIVES OF THE STUDY

1.    To know the most effective media of advertising of Women Product Care.

2.    To find out whether advertising is paying off to advertisers.

3.    To find out the reasons for liking the advertisement of Women Product Care.

4. To understand the advertising strategies of its competitors.

5. To study the influence of sales promotion on the purchase of skin care products by women
buyers.

6. To study the important advertising factors affecting the purchase of skin care products by
women in Ludhiana city.
 CHAPTER-4

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.

When we talk about research methodology we not only talk about research methods but
also talk about the logic behind the method we use in the context of our research that's
why our research results are capable of being
The purpose of this section is to describe the methodology carried out complete
the work. The methodology plays a dominant role in any research work. The
effectiveness of any research work depends upon the correctness and effectiveness
evaluated either by the researcher himself or by others. of the research methodology.

Research methodology has following steps:

Step: 1 To decide the objective of the study.

Step: 2 To the collected data.

Step: 3 To determine the source of data.

Step: 4 To design data collection form.

Step: 5 To determine sample size and sample design.

Step: 6 To organize and conduct fieldwork.

Step: 7 To process and analyze report.

Step: 8 To prepare the research design research design.

RESEARCH DESIGN

Research design states the conceptual structure within which research is to be conducted.
A research design is the arrangement of conditions for collections and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in
procedure. The study is based on descriptive research design.
DATA COLLECTION METHOD

In this study, primary data and secondary data was collected and used for the research
purpose. Primary data was collected by survey with the help of questionnaire. Secondary
data was collected from books, reports and various internet sites.

SAMPLING PLAN:

Sampling is an effective set in the collection of primary data and has great results on the
quality of results. The sampling plan includes the universe, population, sampling unit and
sample size.

Sampling Technique: I have used convenience sampling technique in this project.

Convenience sampling Technique: Convenience sampling is used in exploratory

research where the researcher is interested in getting inexpensive approximation of the
truth. The sample is selected because they are convenient.

Universe

All people who use beauty care products.

Population

All people in Ludhiana who use beauty care products

Sampling unit

Any single person in Ludhiana who use beauty care products

Sampling Technique

Convenience sampling

Sample Size

The sample size in the study is 100 Respondents.

SOURCES OF DATA COLLECTION:

Research will be based on two sources:

 Primary Data

 Secondary Data

1. PRIMARY DATA:

Primary data was collected by preparing questionnaire as well as the schedule for the
people.

QUESTIONNAIRE DEVELOPMENT: The questionnaire was developed by keeping in

mind the objectives of the research. The main purpose of every question is to achieve one
of the objectives of the research.

2. SECONDARY DATA:

Secondary data consists of different literatures like books which are published, articles,
internet, the company manuals and websites of company.

Research work needed to be designed in proper way in order to reach relevant

conclusion.
 CHAPTER-5

DATA ANALYSIS AND

INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

Q1. Do you use women product care?

Parameters No. of Respondents Percentage

Yes 100 100%

No 0 0%

TOTAL 100 100%

120

100
Number of respondents

80

60
Using Cosmetics
40

20

0
Yes No
Parameters

Interpretation

The above data shows that 100% respondents are using cosmetics products in Ludhiana city.
Q2. How do you describe your skin tone?

Parameters No. of Respondents Percentage

Fair 60 60%

Moderate 34 34%

Dark 6 6%

Total 100 100%

70%
60%
Percentage of respondents

50%
40%
30% Interpretation
20%
The above data
10%
shows that out of
0%
Fair Moderate Dark 100 respondents in
Parameters
all, 60%
respondents have
fair skin tone, 34% respondents have moderate skin tone and only 6% respondents have dark
tone.

Q3. What is your skin type?

Parameters No. of respondents Percentage

Rough 14 14%

Dry 20 20%

Clean & fair 26 26%

Smooth 16 16%

Oily 24 24%

Total 100 100%

30%

25%
Number of respondents

20%

15%
Skin type
10%

5%

0%
Rough Dry Clean & Fair Smooth Oily
Parameters

Interpretation

The above data shows that 26% respondents have Clean & fair skin type, 24% respondents have
oily type skin, 20% respondents have Dry skin type, 14% respondents have rough skin type and
16% respondents have smooth skin types respectively.

Q4. When do you wear make up?

Parameters No. of respondents Percentage

Always 24 24%

Outside home 20 20%

At parties 20 20%

Whenever I want to 36 36%

Total 100 100%

40%
35%
Percentage of respondents

30%
25%
20%
Wear makeup
15%
10%
5%
0%
Always Outside Home At Parties Whenever I want to
Parameters

Interpretation

From the above data, it has been shown that 36% respondents uses makeup whenever
they want to, 24% respondents uses always, 20% respondents uses outside home and 20%
respondents uses at parties respectively.

Q5. Which is your favorite brand out of following?

Parameters No. of Respondents Percentage

Lakme 20 20%

L’Oreal 30 30%

Revlon 24 24%

Maybelline 26 26%

Total 100 100%

 Favourability of brands in Consumers
35%

30%
Percentage of respondents

25%

20% Favourability of brands in

Consumers
15%

10%

5%

0%
Lakme L'Oreal Maybelline Revlon
Parameters

Interpretation

The above data, it shows that 30% respondents favorite brand is L’Oreal, 24% respondents
favourite brand is Revlon, 20% respondents favourite brand is Lakme and 26% respondents
favourite brand is Maybelline.

Q6. How often do you buy cosmetics?

Parameters No. of Respondents Percentage

Twice in a month 54 54%

More than 6 times in a year 22 22%

3-4 times in a year 16 16%

1-2 times in a year 10 10%

Total 100 100%

 60%
Percentage of respondents

50%

40%

30%

20%

10%

0%
Twice in a month More than 6 times in ayear 3-4 times in a year 1-2 times in a year
Parameters

Interpretation

From the above data, it has been seen that 54% respondents buying cosmetics products twice in a
month, 22% respondents buy cosmetics more than 6 times in a year, 16% respondents buy
cosmetics 3-4 times in a year and 10% respondents buy cosmetics 1-2 times in a year
respectively.
Q7. How many brands of cosmetics have you used out of the following?

Parameters No. of Respondents Percentage

1-2 26 26%

3-5 34 34%

More than 5 40 40%

Total 100 100%

45%
40%
Percentage of Respondents

35%
30%
25%
20% Number of brands used
by respondents
15%
10%
5%
0%
1-2 brands 3-5 brands More than 5
Parameters

Interpretation

From the above data, it has been seen that 40% respondents are using more than 5 brands in
cosmetics, 34% respondents are using 3-5 brands and 26% respondents are using 1-2 brands
respectively.

Q8. Rate the Following Statements

Parameters Strongly Agree Neutral Disagree Strongly Total

 Agree Disagree
Cheaper products are 20% 30% 25% 15% 10% 100%
always good

I spend too much on 20% 32% 15% 28% 5% 100%

cosmetics

I love trying new cosmetics 25% 30% 15% 10% 15% 100%

I always buy the same 15% 20% 18% 27% 20% 100%
cosmetics

35%
30%
Percentage of respondents

25%
Strongly Agree
20%
Agree
15%
Neutral
10%
Disagree
5% Strongly Disagree
0%

Parameters

Interpretation:

The above data shows that majority of respondents are agreed that cheaper products are always
good, they spend too much on cosmetics, tried new cosmetics and many disagreed on that they
always buy the same cosmetics.

Q9. Where do you tend to buy your cosmetics?

Parameters No. of Respondents Percentage

Shopping mall 30 30%

 Salons 26 26%

Departmental stores 16 16%

Local retailers 8 8%

Specialized stores 14 14%

Any Other 6 6%

Total 100 100%

35%
30%
Percentage of respondents

25%
20%
15%
10% Buying Cosmetics
5%
0%
all ns t..
. rs es er
M alo alS aile tor O th
g S t t S
pi
n en Re d y
o p tm cal lise An
Sh r Lo ia
epa p ec
D Parameters S

Interpretation

From the above data shows that 30% respondents tend to buy a cosmetics from a shopping mall,
26% respondents buy from salons, 16%respondents buy from departmental stores,
14%respondents buy from specialized stores, 8%respondents buy from local retailers and 6%
from others respectively.
Q10. What features do you look for before buying cosmetics?

Parameters No. of respondents Percentage

Price 16 16%
Availability 2 2%
Brand name 30 30%
Packaging 6 6%
Advertisements 16 16%
Additional features 4 4%
Special offers 6 6%
As per skin type 20 20%
Total 100 100%

35%
30%
Percentage of respondents

25%
20%
15% Features for buying
10% cosmetics
5%
0%
ice y e g ts es rs pe
Pr bilit am a gin en tur ffe ty
a n m a o n
ail d ck e e l
sk
i
Av r an Pa r tis alf ecia r
B v e n Sp pe
Ad tio As
ddi
Parameters A

Interpretation

From the above data, it shows that 16% respondents looks for price, 2% for availability, 30% for
brand name, 6% for packaging, 16% for advertisements, 4% for additional features, 6% for
special offers before buying cosmetics and 20 % respondents buy cosmetics as per skin type.

Q11. In what quantity do you buy cosmetics ?

Parameters No. of Respondents Percentage

Sachets 14 14%
Bottles 60 60%

Family packs 26 26%

Total 100 100%

70%

60%
Percentage of respondents

50%

40%

30%
Quantity of cosmetics
20%

10%

0%
Sachets Bottles Family packs
Parameters

Interpretation

From the above data it shows that 60% respondents buy cosmetics in bottle packs, 26%
respondents buy cosmetics in family packs and 14 % respondents buy cosmetics in sachets packs
respectively.

Q12. Which cosmetic brand is used by you?

Parameters L’Oreal Lakme Maybelline Revlon Total

Eye make up 25% 25% 30% 20% 100%

 Nail paints 24% 32% 24% 20% 100%

Lip Gloss 40% 25% 23% 12% 100%

Sunscreen 25% 35% 15% 25% 100%

Face wash 30% 40% 0% 30% 100%

Moisturizer 25% 30% 35% 10% 100%

Brand used by customers

45
40
35
No.of respondents

30 L'Oreal
25 Lakme
20 Maybelline
15 Revlon
10
5
0
Eye makeup Nail paints Lip gloss Sunscreen Face wash Moisturizer
Parameters

Interpretation

As per above analysis, 30% respondents prefer eye make-up of Maybelline, 32% respondents
prefer nail paints of Lakme, 40% respondents prefer lip gloss of L’Oreal, 35% respondents prefer
sunscreen of Lakme,40% respondents prefer face wash of Lakme and 35% respondents prefer
moisturizer of Maybelline.

Q13. What are the sources that make you aware of cosmetics on daily basis?

Sources No. of Respondents Percentage

TV Advertisements 55 55%

Friends 30 30%
Newspaper 15 15%

Total 100 100%

Sources of awareness
60%

50%
Percentage of respondents

40%

30% Sources of awareness

20%

10%

0%
TV Advertisements Friends Newspaper
Parameters

Interpretation

The above data shows that 55% respondents get awareness about cosmetics through TV
Advertisements, 30% respondents get awareness through friends and 15% respondents get
awareness through newspaper.

Q14. How much on an average do you spend on cosmetics in a month?

Parameters No. of Respondents Percentage

Less than 500 15 15%

501-1000 30 30%

1001-1500 35 35%
More than 1500 20 20%

Total 100 100%

40
35
Percentage of respondents

30
25
20
15 Average spending on
customers
10
5

0
Less than 500 501-1000 1001-1500 More than 1500
Parameters

Interpretation

From the above data, it has been seen that 35% respondents spend 1001-1500 on cosmetics in a
month, 30% respondents spend around 501-1000 on cosmetics in a month, 20% spend more than
Rs 1500 on cosmetics and 15% respondents spend less than 500 on cosmetics in a month.

Q15. Have you ever experienced any duplicity in cosmetics you have purchased?

Parameters Respondents Percentage

Yes 35 35%

No 65 65%

Total 100 100%

 Duplicity in cosmetics
70%
60%
Percentage of respondents

50%
40%
Duplicity in cosmetics
30%
20%
10%
0%
Yes No
Parameters

Interpretation

The above data, it shows that 35% respondents experienced duplicity in cosmetics they
purchased and 65% respondents experienced no duplicity in cosmetics they purchased.

Q16. Which factor could make you change your mind to shift to another brand?

Parameters Respondents Percentage

Price 35 35%

Packaging 10 10%

Advertisement 25 25%

Peer Pressure 30 30%

Total 100 100%

 40%
35%
Percentage of respondents

30%
25%
20%
Reasons to shift to
15% another brand
10%
5%
0%
Price Packaging Advertisement Peer Pressure
Parameters

Interpretation

From the above analysis, it has been seen that price make the 35% customers to shift their brand,
10% respondents shift due to packaging, 25% respondents shifts due to advertisements and 30%
respondents shift their brand due to peer pressure.

Q17. Do you use the same brand for all existing products in category of cosmetics?

Parameters Respondents Percentage

Yes 43 43%

No 57 57%

Total 100 100%

 60%

50%
Percentage of respondents

40%

30%
Frequency to change brand
20%

10%

0%
Yes No
Parameters

Interpretation

As per above data, it has been seen that 43% respondents use the same brand for all products in
cosmetics and 57% respondents doesn’t use the same brand in cosmetics.
7. EFFECTING FACTORS RESPONSIBLE FOR THE BUYING DECISION OF
CONSUMER.

Effecting Factors No. of respondents %age

Company 17 11
Packaging 28 19
Brand name 57 38
Price 48 32
Total 150 100

38
40

35 32

30

25
19
20

15 11

10

0
Company Packaging Brand name Price

Interpretation:

The above bar graph shows the different factors which effects the buying decision of the
consumers. At the present time more than 38% of consumers prefers the brand name before
purchasing of a cosmetic product. 32% of consumers prefers price as a important factor in the
purchasing of a cosmetic product. 19% preference goes to the packaging and remaining 11%
preference goes to reputation of companies.
CHAPTER-6

FINDINGS
 FINDINGS
 From the research it was found that all the targeted respondents are using the cosmetics.
Some use it always, some while going to parties or going outside home.
 Respondents prefer L’Oreal and Revlon in cosmetics as compared to Lakme and
Maybelline.
 According to research, Tv advertisements is the main source of awareness among
respondents about cosmetics.
 Majority of the people prefer to buy branded products and are brand conscious because
they are satisfied with the cosmetic product they are using.
 Brand name of the product is the most considered feature while purchasing a cosmetic
product followed by price and advertisement of the product.
 Most of the respondents buy the cosmetics twice in a month.
 Majority of the respondents spends around Rs 500 to Rs 1500 in a month on cosmetics
and many are agreed that they spend too much on cosmetics.
 Majority of respondents do not use same brand for all products in category of cosmetics.
They are ready to use different brands.
 Respondents easily shift to another brand due to price, advertisement or Peer pressure.
 Most of the respondents buy cosmetics from shopping mall, salons, departmental stores
or specialised stores instead of local retailers.
 Majority of respondents agreed that cheaper products are always good.
 Many respondents are ready to try new cosmetics instead of using and buying the same
cosmetics.
 Cosmetics are generally used for improving their looks and personality.
 Consumers are not brand loyal.
 Duplicity although very less is being experienced which result in brand switching.
 CHAPTER-6

SUGGESTIONS AND
CONCLUSION
 SUGGESTIONS

 Brands should concentrate more on providing better quality products at reasonable prices.
 Marketers should try to create brand loyalty by special changes in products.
 Other companies should also try to cater that market to which L’Oreal is catering to
match up with its market share as the most favourable brand of respondents is L’Oreal.
 Companies should focus on their advertisement strategies as respondents get influence
through advertisements of the product.
 Companies should make their products available at shopping malls, salons, departmental
and specialised stores.
 Duplicity should be checked as per standards.
 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.
 CONCLUSION

The results reflected the buying behaviour of consumers in Ludhiana regarding Cosmetics
brands. Consumer behaviour in buying pattern is different when comes to the product, price,
features, quality, packaging, lifestyle, status. The women have very exclusive choices or taste
and preferences of cosmetic brands that make them self-esteem in the society with changing their
lifestyle. The main issue of focus of spot is does the branding is important to them or product
quality, price or it can be wearing cosmetic for self image.
 CHAPTER-7
LIMITATION OF THE
RESEARCH
 LIMITATIONS OF THE RESEARCH

Sincere efforts have been made to collect authentic and reliable information from
respondents, however the report is subject to following limitations:

 The research is limited to certain parts of Ludhiana city. So the results of the study may
not be applicable to other areas.

 Chances of some biasness cannot be eliminated as some respondents were reluctant to

give information.

 Some people were not willing to cooperate.

 Time and cost constraints were the major limitations which may affected the study.
BIBLIOGRAPHY
 BIBLIOGRAPHY

 www.cosmetics.co.in/india-and-cosmetics.htm
 www.mac.com
 www.feedagg.com/feed/.../Beauty-Care-Products-Review
 www.hul.co.in/
 www.loreal.com/_en/_ww/html/our.../welcome.aspx
 www.naturalnews.com/personal_care_products.html
 www.revlon.com
 www.amway.com
 jcwalsh.files.wordpress.com/2013/.../study-of-women-cosmetics-surat.pd...

Books

 Kothari C.R., Research Methodology, Kalyani Publishers, 2012.

 Gupta Meenu, Consumer Behaviour, Kalyani Publishers, 2012.
QUESTIONNAIRE
 QUESTIONNAIRE
Dear Respondents,

I, student of MBA conducing a survey regarding “Effectiveness of advertisement on women

product care”. Please help me in filling the questionnaire.

Name : _______________________________________
Gender: Male c Female c

Your Occupation

a. College Student c
b. Self Employed c
c. Housewife c
d. Other c
Monthly Income from all sources in Rupees?
Below 30,000 c
30,001 to 50000 c
50001 and above c
Marital status:
Unmarried c
Married c
Family size:
Single family c

Joint family c

Q1. Do you use cosmetics product?

Yes o No o

Q2. How do you describe your skin tone?

Fair o Moderate o
Dark o
Q3. What is your skin type?

Rough o Dry o

Clean & fair o Smooth o

Oily o

Q4. When do you wear Make Up?

Always o Outside home o

At parties o Whenever I want to o

Q5. Which is your favorite brand?

Lakme o L’Oreal o

Revlon o Maybelline o

Q6 How often do you buy cosmetics ?

Twice in a month o

More than 6 times in a year o

3-4 times in a year o

1-2 times in a year o

Q7. How many brands have you used in cosmetics?

1-2 o 3-5 o

More than 5 o

Q8. Rate the following statements

Parameters Strongl Agree Neutra Disagree Strongly

y agree l disagree
Cheaper products are always good
I spend too much on cosmetics
I love trying new cosmetics
I always buy the same cosmetics

Q9. Where do you tend to buy you cosmetics?

 Shopping mall o Salons o

Departmental stores o Local retailers o

Specialized stores o Others o

Q10. What features do you check in before buying cosmetics ?

Price o Availability o

Brand name o Packaging o

Advertisements o Additional features o

Special offers o As per skin type o

Q11. In what quantity do you buy cosmetics ?

Sachets o Bottles o

Family packs o

Q12. Which product/cosmetic brand is used by you?

Parameters L’Oreal Lakm Maybelline Revlo Others

e n
Eye make up
Nail paints
Lip Gloss
Sunscreen
Face wash
Moisturizer

Q13. What are the sources that make you aware of cosmetics?

Tv Advertisements o Friends o
Newspaper o

Q14. How much on an average do you spend on cosmetics?

Less than 500 o 501-1000 o

1001-1500 o More than 1500 o

Q15. Have you ever experienced any duplicity in cosmetics you have purchased?

Yes o No o

Q16. Which factor could make you change your mind to shift to another brand?

Price o Packaging o

Advertisement o Peer Pressure o

Q17. Do you use same brand for all the existing products in category of cosmetics?

Yes o No o

Q.18 Effecting factors responsible for the buying decision of consumer.

Company o Packaging o

Brand name o Price o