DISSERTATION PROJECT SYNOPSIS ON

“A study on consumer buying behaviour towards cosmetic

products of L’Oreal”
Submitted in partial fulfilment for requirement of post graduate
diploma in management

INSTITUTE OF MANAGEMENT STUDIES , GHAZIABAD

(Approved by AICTE, Govt. of India)

2018-2020

Faculty mentor:-

Dr. Govind N srivastava

Submitted by:-

Parul Agarwal

BM-018192

PGDM 18-20

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 INDEX

S.NO. TITLE PGNO.

1. INTRODUCTION 3

2. LITERATURE REVIEW 4-5

3. OBJECTIVE 6

4. RESEARCH METHODOLOGY 7

5. REFERENCES 8

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 INTRODUCTION

Personal care sector is a necessary part of the nation’s economy with tremendous potential.
Personal care segments are the largest segment in the country. As the purchasing power and
disposable income of the consumer is increasing. People see the quality of the product as the
most important factor when purchasing cosmetics.

Consumer buying behaviour depends upon the certain criteria according to which consumer
makes buying decisions which are attitude, preference, intention, and decision regarding
consumer behaviour in the market. In today’s social milieu, where a lot of importance is placed
on look and appearances, are considered very important. The consumer behaviour is becoming
more volatile. The role of group like family, friends, society, work group and their influence also
comes under the purview of consumer behaviour, which also cast a dominant influence on
buying behaviour. This coupled with the economic growth has included complexity in purchase
decision made while purchasing cosmetic products. The markets have become buyer’s market
today. All marketers are focusing on understanding the customer which is a key to success in the
highly competitive Indian market. India has a population of 1.2 billion, and is the ninth largest
economy in the world by nominal GDP, according to a report by the International Monetary fund
for 2012, facts that now show India as a dominant global presence rather than a nascent nation.
The same can also be said of India’s cosmetics and toiletries market.

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 LITERATURE REVIEW

1. A study on Consumer Buying Behaviour towards Cosmetic

Products.
Author: Sankhla P, Bhatt K
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behaviour in the marketplace when purchasing a product
or service. The study of consumer behaviour draws upon social science disciplines of
anthropology, psychology, sociology, and economics. If marketer wants concrete positioning
than the priority is to identify the consumers’ buying behaviour and marketer will be in a better
position to target products and services to consumers. Buying behaviour is focused towards the
needs of individual, group and organization. So, requirement is to have proper understanding
related to relevance of those needs with consumers buying behaviour. The reason behind that is
the psychology of each individual towards products and services differ according to the culture,
attitude, past learning and perception. On the basis of that consumers make further decision
regarding whether to purchase or not and from where to buy the product that the consumer
prefers.

2. Consumer Attitude towards Cosmetic Products

Author: Khan S
According to the article attitude is the conduct, nature, temperament, thought and way of
behaving. It can be positive or negative and perform a very essential function in purchasing a
product. Lars Perner defines consumer attitude simply as a composite of a consumer’s beliefs,
feelings, and behavioural intentions toward some object within the context of marketing. Noel
(2009) defined attitude that is a powerful and long term assessment for which the customers are
having well-built way of thinking and it can be an individual, entity, announcement or a matter.
Attitudes are formed through experience and learning and that attitudes influence buying
behaviour. Consumer attitudes toward a firm and its products greatly influence the success or
failure of the firm. A1-Ashban and Burney (2001) found that cosmetics buying behaviour
literature in developing countries in general is inadequate and ambiguous. As it is known from
Theory of Reasoned Action and the Theory of Planned Behaviour, attitudes have considerable
impact on behaviour. When examining the influence of attitude on behavioural intention; the
results indicate that attitude positively affects behavioural intention.

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3. “Consumer Buying Behaviour towards Cosmetic Products”

Author: Shahjahan M

Understanding the behaviour of consumers is a key to the success of business organizations.

Marketing personnel are constantly analysing the patterns of buying behaviour and purchase
decisions to predict the future trends. Consumer behaviour can be explained as the analysis of
how, when, what and why people buy. According to Global Cosmetic Industry report the
advanced education provided by brands about the products' ingredients and benefits have made
today's consumer more aware of what they're putting on their bodies, and making them more
willing to pay. Consumer behaviour can be understood as: "The decision process and physical
activity individuals engage in when evaluating, acquiring, using, or disposing of goods and
services.

4. “Consumer Buying Behaviour towards Cosmetic Products”

Author: Nilesh Anute, Anand Deshmukh, Amol Khandagale

In today's world, the customer’s demand and the power of the retailers is tremendously growing
due to competitive environment and changing business. It is vital to have a sustainable
relationship with customers for the survival and success of producers. Nowadays in the market a
tremendous growth is experienced by the beauty products and has become one of the leading
industries in the world. In Indian scenario too, the consumption and use of cosmetic products
have increased rapidly. In our country, annually 15-20% of the cosmetics market is reportedly
growing. Compared to other beauty products, demand for skin whitening is driving the trend. As
consumer’s awareness about their appearance and beauty results in the increasing demand of
cosmetic and beauty products in the market. Manufacturers are likely to be aggressive to identify
consumers’ needs and requirements across all categories in cosmetics. Customers purchase
products based on their preferences, needs and buying power.

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 OBJECTIVE

1. To study demographic profile of consumers who are buying the cosmetic

products.

2. To study factors affecting buying decisions of consumers towards cosmetic

products.

3. To study most widely used cosmetic product category amongst consumers.

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 RESEARCH METHODOLOGY

Primary Data: -Survey on the consumers buying behaviour towards cosmetic products.

Secondary Data: - Study reports and articles from internet and newspaper articles.

Methodology - The research design adopted for the study is descriptive in nature. To
collect the primary data a well-structured questionnaire was floated amongst the people who are
residing in Ghaziabad, Bangalore and Jhansi. For measuring the basic information regarding the
use of cosmetic products multiple questions have been asked in the questionnaire. And in the
survey 5 point likert scale will be used.

Sampling Unit: College going Students and the people residing in Delhi NCR

Sampling Method: On the basis of convenience sampling which is the part of simple
random sampling method.

Sample Size: 100 Respondents

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 REFERENCES

 Bhatt, K., & Sankhla, P. (2017). A study on Consumer Buying Behaviour towards
Cosmetic Products. Volume 4 issue 1.

 Bagram, M. M. M., & Khan, S. (2012). Attaining customer loyalty! The role of consumer
attitude and consumer behaviour. International review of management and business
research, 1(1), 1.

 Shahjahan M (Consumer Buying Behaviour towards Cosmetic Products) International

Journal Of Research And Analytical Reviews February 2019, Volume 6, Issue 1

 Prof. Nilesh Anute, Anand Deshmukh, Amol Khandagale Online published on 22 June
2018 (Consumer Buying Behaviour towards Cosmetic Products)