RESEACH REPORT ON

“SURVEY ON COSMETIC PURCHASE TREND”

FOR THE PARTIAL FULFILMENT OF THE REQUIREMENT

FOR THE AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION

2020-2021

UNDER THE GUIDENCE OF: SUBMITTED BY:

VEENA MEHTA GROVER DEEPANJALI PANDEY
ANISHA SINGH
AKASH AGARWAL

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 CERTIFICATE
(FROM FACULTY GUIDE)

This is to certify that the project report “SURVEY ON COSMETIC PURCHASE TREND”
has been prepared under our supervision and guidance. The project report is submitted
towards the partial fulfilment of 3 years, full time Bachelor of Business Administration.

VEENA MEHTA GROVER

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 DECLARATION
We student of BBA of School of Business, Galgotias University, Greater Noida, hereby
declare that the project report on “SURVEY ON COSMETIC PURCHASE TREND” is an
original and authenticated work done by us.
I Further declare that it has not been submitted elsewhere by any other person in any of the
institutes for the award of any degree or diploma.

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 ACKNOWLEDGEMENT

We take the opportunity to express our heartiest gratitude to GALGOTIAS UNIVERSITY

for permitting us to undertake this research and supporting us during this research.
We would like to thank VEENA MEHTA GROVER for the guidance at every stage of our
research report.
The success of any project is the result of hard work & endeavour of not one but many people
and this project is no different. We take this as a vow that it was an achievement to have
succeeded in our final project, which should not have been possible without the guidance of –

VEENA MEHTA GROVER

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 TABLE OF CONTENT

S.N TOPIC PAGE

O
NO.

1. EXECUTIVE SUMMARY 6

A. INTRODUCTION 7-15

B. RESEARCH DESIGN METHODOLOGY 16-28

C. RESULTS 29

D. LIMITATIONS 30

E. CONCLUSIONS & 30
RECOMMENDATIONS

F. APPENDICES 31-37

G. BIBLIOGRAPHY 38

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 EXECUTIVE SUMMARY
This is an attempt to know how the classroom theories can be applied to the practical
situation. It is part of study for everyone to undergo research report. So, for this purpose, we
got an opportunity to do my research on “SURVEY ON COSMETIC PURCHASE TREND”.
In this report, we have discussed about the various aspects of the Cosmetic Brands which we
have observed and perceived during our research. We conducted the research by an online
survey from where we analysed which brand people prefer for their skin. What they think
about that brand.

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(A) INTRODUCTION

 In today’s time, buyer’s and seller’s power is extremely growing, as a result of which
it is important to have a relationship with customers. Consumer’s awareness about
their looks and beauty results in the increasing demand of cosmetic products.

 Consumers buy these products for cleansing, altering the complexion, skin, hair and
nail. These products include make-up and skin creams, grooming aids like shampoos
and deodorants.
 Evidently stating that regardless of cultural changes, beauty is an effective sell.

 India is a country of huge population. As a result of which, the growth of cosmetic

industry has been pushed rapidly high with the growth rate of 15- 20 % annually
which is double the pace of that of U.S. and European market.

 Various global companies are now outsourcing cosmetic products to India. The
gaining demand for cosmetics geared me for an intense study of consumer’s
behaviour.
So, I have taken LAKME and MAYBELLINE, which are the popular brands which are
mainly used by the females.
 Lakme is an Indian brand owned by Hindustan Unilever. Currently, Kareena Kapoor
and Ananya Pandey being their brand ambassador.

 Lakme has hit the first position among all cosmetic brands. The name has been
originated from after the French opera Lakmé, (French version of Lakshmi, the
goddess of wealth). It was initiated in 1952, because then Prime Minister Jawaharlal
Nehru was concerned that Indian women spending much on the foreign beauty
products.

Industry Personal care

Founded 1952; 68 years ago

Founder J.R.D Tata

Headquarters India

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 Area served India

Key people Pushkaraj Shenai (CEO Lakmé)

Products Cosmetics, beauty products,
and Salon services

Website lakmeindia.com

 Maybelline has been founded in New York by Thomas Lyle Williams in 1915.

 The current brand ambassador of Maybelline in India is Athiya Shetty.

 Maybelline has a legendary status in the cometic field.

 “Maybe she’s born with it or maybe it’s Maybelline” being the tagline.

 It entered in the Indian market in 1998.

 Maybelline is graving its roots through brand communication.

Type Wholly owned subsidiary

Industry Cosmetics

Founded 1915; 105 years ago in New York City

Founder Thomas Lyle Williams

Headquarters Manhattan, New York City, New York, United

States

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 Area served Worldwide

Key people  Leonardo Chavez, President (Global)[1]

 David Greenberg, President (US)[2]

Parent L'Oréal

Website maybelline.com

(i) BACKGROUND FACTORS:

1. SITUATIONAL ANALYSIS: -

My survey is based on what factors are affecting the purchase of LAKME and
MAYBELLINE.

SWOT ANALYSIS OF LAKME: -

STRENGTHS

 Lakme was the first brand in India. It has been in the market for 60
years.

 It has a large number of products and services.

 It has a huge contribution in the share market.

 In the beauty industry, Lakme started up their new business by opening

beatu salons across the nation.

 Lakme has about 300 products currently which is used in their salons
across 70 countries.

WEAKNESS

 The people with sensitive skin don’t prefer such products

.

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  There are many competitors present in this industry due to which
Lakme is facing intense competition.

OPPORTUNITIES

 By improving their beauty and fashion with the help of Lakme fashion
week, it has become the largest fashion event in the country.

 Training academies can boast their brand presence.

 Lakme can reach up by advertising globally.

 Ties ups with various well-known companies can benefit their

business.

THREATS

 Entry barriers of this industry being very low can be a threat for
Lakme.

 Cheap and local products can be a major reason for threat.

SWOT ANALYSIS OF MAYBELLINE :-

STRENGTHS

 Maybelline has their very strong research and development sector,

being Loreal as their parent company.

 They have a very good image as stylish and charming.

 Due to low prices their cost of production is also low.

 They produce variety of products for different countries.

WEAKNESSES

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  They have a huge competition in the cosmetic industry and has a
limited share in the market.

 Their products are not usuable by sensitive skin sort of people.

OPPORTUNITIES

 They can have their own art research centre.

 Being from Loreal group, it can help it grow higher.

THREATS

 As people prefer to use the same old brand, they feel resistant to use
the new brand and the latest trend.

 They have various high technological competitors.

 There are various substitutes available in the market.

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 2. LITERATURE REVIEW: -
 A literature review is a simple summary of the survey. It contains summary
and synthesis with an organisational pattern. It contains important
information of the survey, it can give a new image to an old material or
combined with a new and old interpretations. It is a secondary source and it
doesn’t contain new report and any experimental work. These kinds of
review can be found in academic generals.

 It also helps together theoretical based of the research and determines the
nature of the research.

 A quality literature review should evaluate the quality and finding of the
research.

 Literature review plays an important role in a research as it describes how the

proposed research is related to prior research.

 Review of literature also provides a brief summary description and

evaluation of each sources.

Cosmetic concepts
Cosmetic are the products used on human body for cleansing, beatifying and altering
the appearance.
There are different products, definition such as skin moisturizers, lipsticks, perfumes
etc.
cosmetics have been to human race since ages the desire to look good and attractive
is a main reason for the psychological need of the cosmetics.

There are several studies conducted by in the form of review of literature people on
the topic SURVEY OF COSMETIC TRENDS:

 ANTHONY THANA RAJ-

In his study “TALCUM POWDER” he has stated that talcum powder is chef among
all the product’s consumers.

Always prefer the product regarding to the texture and average area.
They gave reference to the powder which are easily blendable and have a power of
controlling the oiliness and sweat.

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  BRION DAVIES-

In his study “COLOURS EMERGING STRATEGY” he has stated that colour emerging
strategy of Indian women has also made a vast effect on cosmetic market as Indian women
mostly rely on home made and natural products. Rather than the cosmetics which somehow
decrease the cosmetic market.

 CAROLINE SUELIN-

In her study “UNDERSTANDING CONSUMER PURCHASE BEHAVIOUR IN

PERSONAL GROOMING SECTOR” she has stated that application of cosmetics has
also been used to achieve social status acceptance in the society and to build self
-confidence.

He also stated that earlier the most preferred cosmetics was lipstick but slowly the
preference got changed and people switched to mascara, lip gloss and powder.

 NANCY ET COFF-

In her study “THE REAL TRUTH ABOUT BEATY” she has stated that the real
truth about the beauty of a person is to look fresh and physically attractive.
Due to which people prefer more of perfume, deodrants and other make up products.

 URVASHI MAKKAR-

In her study “CHANGING ATTITUDE OF CONSUMER FROM CHEMICAL TO

HERBAL COSMETICS IN INDIA” she has stated that there has been changed in
attitude of consumers from chemical to herbal cosmetics.

The middle-class population prefer herbal cosmetics, she has also stated that in todays
world women are exposed to a variety of cosmetics product through different media
platforms which gives information regarding the product, features, availability and
discounted price which influence the consumers while purchasing the cosmetics.

 BIJAL ZAVERI-

In his study “THE CONSEQUENT CONSUMER BEHAVIOUR IN COSMETIC

INDUSTRY” he has stated that the Lakme’s competitive position and advertisement
affectiveness and awareness of Lakme beauty salon in Baroda city has highlighted the
women in the age group of 20- 35 years old. It was found that women of 20- 35 years

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 were more beauty conscious. The study reveals that advertisement has the impact in
creating market leader and brand awareness.

3. EXPLORATORY RESEARCH: -

A structured questionnaire was used to collect relevant data pertaining to

the said research. The study based on primary data. With the help of
questionnaire. I conducted this survey via social networking sites from
where I got my responses. The survey helped me a lot to gather the
required data.

(ii) MANAGEMENT PROBLEMS/ QUESTIONS:

Clarifying the
research question
Discover the
Management delimma

Define the
management questions

Define the research

Questions.

Refine the research

questions.

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 (iii) GENERAL AND SPECIFIC QUESTIONS:
In my research there are no specific questions. All of them are related to what
generally as females use cosmetic products especially of LAKME and
MAYBELLINE. With respect to this I prepared a questionnaire wherein it had 5
options, Keeping in priority the above 2 brands.
The specific objectives of the research are to answer the following questions:
 How females get to know about the new products?
 Which aspect of product attract the females the most?
 To define the favouritism of females?
 To measure the satisfaction level of the above 2 brands?

(iv) RESEARCH OBJECTIVES:

 To know which one is the leading brand between LAKME and

MAYBELLINE among females.
 To determine whose qualities is liked by the women.
 To know which factor attracts them while choosing a brand.
 To know their minimum expense budget on cosmetics.
 To know their opinion about the above 2 brands.

(B) RESEARCH DESIGN AND METHODOLOGY

(i) RESEARCH DESIGN

 By analysing the situation, I listed some questions.

 Gradually, I framed a general questionnaire.

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  As I mentioned, that I would be sending the questionnaire through social
media (whatsapp). I went through my contacts and categorized the females
into 3 groups:

o Students
o Working
o Other
1. After sending to all of them, I received 65 responses.

THE ABOVE METHOD IS SHOWN BELOW

DIAGRAMMATICALLY

FRAME QUESTIONS

REFINE

QUESTIONS

STRUCTURE OF

SURVEY

FINAL

ACTION

DATA

COLLECTED

1. The above data is collected through phone because it is the easiest medium to reach
people. It is the easiest way to complete the survey. It is time saving. There are no
limitations such as printing costs and time spent on distribution.

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 The scale used is Multiple Choice type and Simple answer type questions.

(ii) SAMPLING DESIGN AND PLAN:

1. TARGET POPULATION- 100 females
2. SAMPLING FRAME- 80
3. SAMPLING UNIT USED-70
4. METHOD USED FOR SELECTING SAMPLE UNITS- NON
PROBABLITY SAMPLING
5. SAMPLE SIZE- 6

(iii) DATA ANALYSIS PROCEDURE:

1. DATA COLLECTION & ANALYSIS PROCEDURE

The gathering of data includes a variety of alternatives.
The method I used was the QUESTIONNAIRE method to collect the raw data.

Primary data
which was
collected by the
survey.

Information gained from research should be as accurate as possible. The error which
was found during the research were minimised by using some strategies.

Data analyse includes editing, reducing, minimizing, summarizing and applying

techniques to interpret data.
Analysis of the survey is as follows-
 Age-

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 The above response shows that the age group of between 18 – 25 years uses the
cosmetics the most.
As this is the main age period of where females either are college students or working.
Rest responses of other age groups are almost negligible.

 How much do you spend on cosmetics per month?

As females are very brand freak, they are comfortable spending precious on cosmetics.

Majority of the sample population spends less than Rs 2000 with the rate of 55.4 %. Some of
the females spend between Rs 3000 – 5000 with the rate of 3805 %.

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  Occupation

According to the responses, we can see that the majority of the population who uses cosmetic
products are students (school/ college) with the rate of 76.9 %.

The portion which hits on second position is business part with the rate of 13.8 %.

 Which cosmetic brands are you aware about?

After the survey, we can notice that the Lakme is the brand which the people are most aware
about with the rate of 84.6 %. Next follows the brand Maybelline with the rate of 43.1 %.

Followed by nykaa with 30.8%, Huda Beauty with 27.7% and other minimal brands with
only 12.3 %.

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 What do you look first when you buy a product?

The factor which comes into the notice of the consumers is the brand quality with the
rate of 63.1%. People also consider the brand features while looking at the brand with
the rate of 20%. Least the people care about is the price with only 12.3%.

 Which factor influence you the most while choosing your cosmetic brand?

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The element which influences people the most is the advertisement covering 36.9% rate.

Besides advertisement, Word of mouth also influences people with the rate of 24.6%.

College environment and work place bags equal response rate of 13.8% in influencing the
consumers. Least other factors which are negligible secures just 10.8%.

 Which brand college girls prefer the most?

College girls mostly prefer Lakme in using cosmetic products with the rate of 56.9%.
Preference followed next is by Maybelline with the rate of 20%. Nykaa secures the
preference rate of 18.5% in mindset of college girls.

 Which lipstick shade college girls prefer the most?

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 In today’s college times, the shade which the students mostly is nude with the
rate of 35.4%. Next, the preferred colour is red securing 27.7%. not with much
difference, pink colour having the rate of 24.6%.

 Which of the following product do you like the most?

The consumers’ highest liking is for kajal among the given options with the
rate of 40%. Next follows two products with almost equal rates is mascara and other
products with 20% and 18.5%. Foundation liking is just 18.5%.

 Which type of texture college girls prefer the most?

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 Today’s females mostly prefer matte texture of the products covering 52.3%. next
comes the cream texture of the products securing 24.6%. Very few people prefer gloss
type of texture with the rate of 12.3%.

 Which brand of kajal women prefer the most?

As females are attracted towards kajal, the most preferred brand for kajal is
Lakme with the rate of 64.6% and next the Maybelline with 27.7%. Other brands
are negligibly preferred.

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 What do you think which brand provide better quality products to its customer?

As quality affects the purchasing pattern the most, Lakme tops the list in giving
quality of the brand with the rate of 64.6%. Maybelline also provides the quality with
the rate of 21.5% and then by Huda beauty with 9.2%.

 Which brand of mascara working women and college girls prefer the most?

As females are attracted towards mascara, the most preferred brand for mascara is
Lakme with the rate of 53.8%% and next the Maybelline with 36.9%. Other
brands are negligibly preferred.

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  Which brand of compact women prefer the most?

As females are attracted towards compact, the most preferred brand for mascara is
Lakme with the rate of 53.8%% and next the Maybelline with 36.9%. Other
brands are negligibly preferred.

 Which brand of lip balm girls prefer the most?

As females are preferably using lip balms, the most preferred brand for balms is baby lips
with the rate of 47.7% and next the Lakme with 26.2%. Followed by Nivea with 15.4%.
Other brands are negligibly preferred.

 Which brand of blush women like the most?

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As females are preferably using blush, the most preferred brand for it is Lakme with the rate
of 53.8% and next is Maybelline with 16.9%. Followed by Huda beauty with 15.4%. Other
brands are negligibly preferred.

 Which brand gives good quality of concealer?

The best quality of concealer is provided by Lakme with 56.9% followed by

Maybelline with the rate of 29.2% and other brands by 7.7%.
 Which brand of highlighter women prefer the most?

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 The preferred brand of highlighter is provided by Lakme with 46.2%, followed by
Maybelline with the rate of 27.7%. People also prefer Huda beauty securing 12.3%
and other brands with 10.8%.

 Which brand brush women prefer the most?

The preferred brand of brushes is provided by Lakme with 52.3%, followed by Nykaa
with the rate of 18.5%. People also prefer Maybelline securing 12.3% and other
brands with 10.8%.

2. PROBLEMS THAT ARE TO BE EDITED

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 As I started survey, I collected email id of those who filled the questionnaire but when
I went through the email id, some were invalid. Some gave their false names and
didn’t give appropriate information.
All these errors were finally omitted.

3. STATISTICAL METHOD

Method used for the analysis was the DESCRIPTIVE STAISTICS. It was subjected
to observational errors and sampling variation, sample size determination.

(C) RESULTS

(i) FINDINGS: -

(a) Most of females purchase cosmetic product comes in the age group of
18-25 years.
(b) Most of females spend less than 2000 per month on cosmetic products.
(c) Most of the females those who use cosmetic products are from students.
(d) Most of the females are aware about the Lakme brand as compare to other.

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 (e) Mostly females look brand when they buy any cosmetic product.
(f) Advertising influence them most while choosing a cosmetic brand.
(g) College girls mostly prefer Lakme brand for their skin.
(h) Mostly college girls prefer nude shade for lipstick.
(i) Females mostly prefer kajal.
(j) College girls mostly prefer matte texture.
(k) Females prefer Lakme brand for the kajal.
(l) Lakme provide better quality products to its customer.
(m)Working women and college girls prefer Lakme mascara for their lashes.
(n) Women mostly prefer Lakme compact.
(o) Most of the girls prefer baby lips lip balm.
(p) Mostly girls like Lakme blush.
(q) Lakme give good quality of concealer.
(r) Lakme highlighter women prefer the most.
(s) Mostly women prefer Lakme brush.
(t) Most of the females are highly satisfied with the Lakme brand as compare
to Maybelline.

(D) LIMITATIONS

(a) The sample population was limited to not more than 100.
(b) Limiting the access to the population concerned.
(c) The lack of time to carry out the survey.
(d) The lack of necessary funds to carry out survey.
(e) The less attention on carrying out a survey because of completing urgent
work.

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 (f) There was a risk factor whether people will respond or not.
(g) Honesty was the risk factor.

(E) CONCLUSION AND RECOMMENDATIONS

(i) CONCLUSION

Cosmetic market is one of the leading market sections. The study is pointed
towards investigating the consumer’s preference and brand awareness regarding
cosmetic products. In the end, Lakme has a very good market and Brand choice.
Using a sample in a research saves money and time. Appropriate sample
size should be considered and the precautions must be taken in advance in order
to reduce errors.

(ii) RECOMMENDATION-

On the basis of the findings of the study, I would give the following suggestion-

(1) Lakme and Maybelline should focus more on quality of products.

(2) They should keep in mind the budget people usually spend on cosmetic
products.
(3) As females are influenced the most by ADVERTISEMENTS, Lakme and
Maybellineshould focus more on it to be consistent on that position.

(F) APPENDICES

(1) DATA COLLECTION FORM

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32
33
34
35
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(2) DETAILED RESULT-

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(G) BIBLIOGRAPHY

1. Docs.google.com
2. mbaskool.com
3. Shodhganga.inflibnet.ac.net
4. Scribbr.com

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