JASC: Journal of Applied Science and Computations ISSN NO: 1076-5131

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS LAKME

PRODUCT

K.MANIMEKALAI
Assistant Professor, Department of Commerce, Thassim Beevi Abdul Kader, College for Women,
Kilakarai, Email : 121manimekalai@gmail.com

ABSTRACT
The consumers are the largest economic group in any country and the present day
business activities are because of consumers only. Thus, consumers are the pillars of the
economy. The consumers are not only heart of marketing system consumer sovereignty has
become a myth on account of the variety of problem in the process of merchandising the study of
consumer behaviour enables marketer to understand and predict consumer behaviour in the
market place. It also promotes understanding of the role that consumption plays in the lives of
individual. Every individual perceives the world through his senses like hearing, touch, smell,
sight and awareness. The purpose of this research is to study the consumer behaviour and
perception towards cosmetics with special reference to the lakme cosmetics products. To
understand the attitudes and perception of consumer‟s towards lakme products. Majority of
respondents are level of satisfaction towards the quality of lakme products is high. Even though
their prices are high, consumer are much satisfied while buying the lakme products due to their
quality and effectiveness. Thus lakme products are playing a vital role in satisfying the wants of
the consumers. The company can improve the design and look to attract more customers.
Keywords: Consumer, Economics, Merchandise

INTRODUCTION
The consumers are the largest economic group in any country and the present day
business activities are because of consumers only. Thus, consumers are the pillars of the
economy. The consumers are not only heart of marketing system consumer sovereignty has
become a myth on account of the variety of problem in the process of merchandising the study of
consumer behaviour enables marketer to understand and predict consumer behaviour in the
market place. It also promotes understanding of the role that consumption plays in the lives of
individual.
OBJECTIVES OF THE STUDY
1. To understand the attitudes and perception of consumer‘s towards lakme products.
2. To study the growth of the cosmetic sector in today‘s scenario.
3. To analyses the consumer‘s awareness level towards lakme products.
4. To find out the satisfaction level of consumer‘s towards lakme products.

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STATEMENT OF THE PROBLEM

Today the consumers are ruling the market that is why the famous author ―Philip kotler‖
decried the consumers as the king markets are highly complex. To meet this environment, a firm
has to be constantly innovating and understanding the latest consumer‘s need and wants. The
study on consumers opinion help to know who the consumers are, what they want, how they use
them, from where they buy, when they buy and how they react with the product it also enables to
know what motivates and induces the consumer to use a particular product.
Many brands of products are made available in the market. But consumers prefer for a
particular branded of products to purchase them. The study also helps to know various marketing
variables such as price and product features of lakme product. To find out the consumer
satisfaction level of lakme products. The purpose of this research is to study the consumer
behaviour and perception towards cosmetics with special reference to the lakme cosmetics
products at Ramanathapuram district.
REVIEW OF LITERATURE
Indirapriyadharshini (2016) has studied ―consumer satisfaction on personal care products
of HUL‖. Now a day most business organizations are operating in a complex and competitive
environment where demands are constantly changing. In this era of intense competition,
especially within the FMCG sector, one can achieve success only after having a through
understanding about their largest consumer preference and satisfaction. Personal care industry is
composed of hair care, skin care and cosmetics.HUL is India‘s largest fast moving consumer
goods company with a heritage of over 60 years in India and touches the live of two out of three
Indian.HUL is looking to diversify it‘s beauty and personal care portfolio and is also working on
expending it‘s distribution network. In research consider that price factor influence the buyer
buying products.
Kameswara (2015) ―studied on consumer attitudes and perception on personal care
products and cosmetics‖, generally it is not on easy task to process the factors influencing the
consumer to accept certain personal care and cosmetics while assessing is multi-dimensional.
Also, it is not always simple to establish the connection between the physiological perception
and reaction of the consumer response of in case of personal care or cosmetic products, not only
based on sensory properties of the products and it is physical status, but it is also associated with
other factors like previous knowledge, preview experience as well as consumer attitudes and

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JASC: Journal of Applied Science and Computations ISSN NO: 1076-5131

beliefs. In the present globalised scenario, the consumers today are much more demanding in
terms of quality and safety, product labeling, determination of produces to implement certain
healthy standard quality products. This use to studied the information of consumer perception
and consumption of personal care products.
METHODOLOGY
Methodology is an essential aspect of any research of investigation. It enables the
investigation to look at the problem in a systematic, meaningful and in an orderly way. The
present study is descriptive and analytical one. This study is based on both primary and
secondary data.
Primary Data
The primary data refer to flesh data from the people by the researcher themselves.
Primary data are those which are collected fresh and for the first data. The data is collected
through questionnaire method. It has been collected from the consumers.
Secondary Data
Secondary data refers to the information or fact has been collected already through
newspaper, related journal and through internet.
Research Design
The research design refers to preplanning of what a researcher does in his study the design
adopted in the study comes under descriptive and analytical research. Such the data collected
from the annual report of the company is analyzed under various, statistical tools.
Sampling Techniques
There are two sampling techniques. They are probability sampling and non- probability
sampling. In this study the researcher adopted convenient sampling.
Sampling Size
50 samples have been undertaken for the purpose of study. The respondents were selected
by adopting convenience sampling technique. Care was taken to given due representation to the
entire population that is from private employee, government employee, student, business and
homemaker. Again care has been taken to include respondents of different locations at
Ramanathapuram district.
Limitation of the Study
The project is subject to following limitations of the study.

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JASC: Journal of Applied Science and Computations ISSN NO: 1076-5131

 Sample size in 50 due to the constraints of time and resources.

 The method which was adopted for collecting the data i.e. convenient sampling method
in this study has its own limitations.
 The customer response may be biased and it has only limited applications.
 The study pertains only to the selected respondents of Ramanathapuram. Therefore, the

findings out of the study cannot be generalized at all places.

Respondents Opinion Regarding Price of Lakme Products

The following table is mentioned about the respondent‘s opinion regarding price of
lakme products. Price of Lakme Products
S.NO PARTICULARS NO.OF. PERCENTAGE
RESPONDENTS
1 High 13 26

2 Moderate 36 72

3 Low 1 2

Total 50 100

Source: Primary Data

Interpretation
From the above table 3.23 is clear that price of lakme product 26% of the respondents are
opinion towards high and 72% of the respondents are opinion towards prices is moderate.
Remaining 2% of the respondents are opinion towards it is low price. Hence, it is clear that
majority of the respondents are opinion towards price is moderate.
Respondents Opinion towards Quality of Products
The following table is clear that respondents opinion towards if lakme provide quality
product or not.
Quality of Lakme Products
S.NO PARTICULARS NO.OF. PERCENTAGE
RESPONDENTS
1 Yes 48 96
2 No 2 4
Total 50 100

Source: Primary Data

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Interpretation
From the above table 3.24 is clear that 96% of the respondents are opinion towards lakme
providing on quality and 4% of the respondents are opinion towards not providing quality
products. Hence, it is clear that majority of the respondents are saying lakme providing on
quality products.
FINDINGS OF THE STUDY
 72% of the respondents are opinion towards price of lakme product is moderate.
 96% of the respondents are saying the lakme provides quality products.
 96% of the respondents are thinking lakme improves their look.
 66% of the respondents are satisfied the consuming lakme products.
 86% of respondents are recommend others to buy lakme products.
 68% of the respondents are bought lakme product price rise by 10% to 15%.
 Maximum number of the customer level of satisfaction towards price is moderate.
 Majority of respondents are level of satisfaction towards the quality of lakme products is
high.
 Maximum respondents are level of satisfaction towards the effectiveness of the lakme
products is moderate.
 Maximum number of the respondents are level of the satisfaction towards the variety of the
lakme products is moderate.
 Majority of the respondents are level of the satisfaction towards the color of the lakme
products is moderate.

VII. CONCLUSION
This research study thus given insight into consumer behaviour and consumer
perception related to the usage of lakme products in Ramanathapuran. Naturally, a
person grooming himself or herself perceives that their level of confidence and
happiness would increase. Now a day more of men also interested to use cosmetic
products. Lakme should launch new categories of beauty products for men. Consumer
buying behaviour is the important factor to forecast the sales of any products in a
particular area. So the company should keep a close eye on market situation

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JASC: Journal of Applied Science and Computations ISSN NO: 1076-5131

Even though their prices are high, consumer are much satisfied while buying the
lakme products due to their quality and effectiveness. Thus lakme products are playing
a vital role in satisfying the wants of the consumers. The company can improve the
design and look to attract more customers.
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