An Empirical Study of Buying Behaviour of People Towards The Products of Loreal Brand and The Marketing Strategy of Company

AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF
PEOPLE TOWARDS THE PRODUCTS OF LOREAL BRAND

AND THE MARKETING STRATEGY OF COMPANY.
A PROJECT REPORT
SUBMITTED BY
RAUNDAL INDRAJEET SUDARSHAN
EXAM SEAT NO: 207019
IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

DEGREE
OF
POST GRADUATE DIPLOMA IN MARKETING MANGEMENT
DEPARTMENT OF COMMERCE & BUSINESS MANAGEMENT

FACULTY OF COMMERCE
THE M.S. UNIVERSITY OF BARODA
VADODARA
UNDER THE GUIDANCE OF

MR. DUGESH PANDIT
SEPTEMBER 2021
1
BONAFIDE CERTIFICATE
Date: 10/08/2021
This is to certify that this Project Report entitled “AN EMPIRICAL STUDY OF
BUYING BEHAVIOUR OF PEOPLE TOWARDS THE PRODUCTS OF LOREAL
BRAND AND THE MARKETING STRATEGY OF COMPANY.” which is to be
submitted to the Office of The Register (Examination), The Maharaja Sayajirao
University of Baroda, Baroda has been prepared by Mr. Raundal Indrajeet Sudarshan
(Exam Seat No. 207019) as a partial fulfillment of the award of the Post Graduate
Diploma with specialization in Marketing Management for the Academic year 2020-
2021.
He has carried out this work under my personal supervision and guidance.
Mr. Durgesh Pandit

Acedemic Designation,
Department of Commerce &
Business management faculty of commerce
M S UNIVERSITY OF BARODA
VADODARA
2
CERTIFICATE OF ORIGINALITY
Date: 10/08/2021
I, Raundal Indrajeet Sudarshan, the undersigned hereby declare that the project report
entitled, “AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF PEOPLE
TOWARDS THE PRODUCTS OF LOREAL BRAND AND THE MARKETING
STRATEGY OF COMPANY.” submitted in partial fulfillment for the Award of the one
year Post Graduate Diploma with specialization in Marketing Management for the
Academic year 2020-21, is my own work and has been carried under the guidance of Mr.
Durgesh Pandit.
The work is an original one and has not being submitted earlier to this university or to
any other institution/ organization for fulfillment of the requirement of a course or for
award of any Degree/ Diploma/ Certificate. All the sources of information used in this
Project Report have been duly acknowledged in it.
Raundal Indrajeet Sudarshan

Exam Seat No: 207019
P.G. Diploma in MM
Department of Commerce & Business Management
Faculty of Commerce, The M S University Of Baroda
Vadodara (Gujarat)
3
ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not forget
to thank them.
I respect and thank Shri. K. H. Shah Associate Program Director & Off Head,Department of
Commerce and Business Management for providing me an opportunity to do the project work
and giving us all support and guidance which made me complete the project duly.
I owe my deep gratitude to our project guide MR.DUGRESH PANDIT who took keen interest
on our project work and guided us all along, till the completion of our project work by providing
all the necessary information for developing a good system.
I am thankful to and fortunate enough to get constant encouragement, support and guidance from
all Teaching staffs of department of commerce & business management faculty of commerce
which helped us in successfully completing our project work. Also, I would like to extend our
sincere esteems to all staff in laboratory for their timely support.
Raundal Indrajeet Sudarshan
4
PROJECT
ON
AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF

PEOPLE TOWARDS THE PRODUCTS OF LOREAL BRAND
AND THE MARKETING STRATEGY OF COMPANY.
SUBMITTED TO:
THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA
For partial fulfillment for the award of the Post Graduation Diploma
In Marketing Management (2020-2021)
By
MR. RAUNDAL INDRAJEET SUDARSHAN

Student of Post Graduation Diploma In Marketing Management
EXAM SEAT NO. 207019.
Under The Guidence of

Mr. DURGESH PANDIT
Assistant Professor,
DEPARTMENT OF COMMERCE & BUSINESS MANAGEMENT,
5
THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA.
POST – GRADUATE DIPLOMA IN:
Marketing Management [PGDMM]
Name: RAUNDAL INDRAJEET SUDARSHAN
Address for Communication: A/2-55, DARSHANAM ANTILLIA, OPP. M.M.VORA SHOW
ROOM, SOMA TALAV, DABHOI ROAD, VAODARA.
Contact Phone Nos. : (R) 9265716969. (M) 7434070623.
E-Mail Address: indrajeetraundal21@gmail.com.
Title of Project: AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF PEOPLE

TOWARDS THE PRODUCTS OF LOREAL BRAND AND THE
MARKETING STRATEGY OF COMPANY.
Name of the Project Guide: Mr. DurgeshPandit
(Signature of Project Guide) (Signature of Student)
(Shri. K. H. Shah)
Associate Program Director & Off Head,
Department of Commerce and Business Management
6
STUDENT –PROJECT GUIDE INTERACTION REPORT
POST – GRADUATE DIPLOMA IN:
Marketing Management [PGDMM]
Name of Student: RAUNDAL INDRAJEET SUDARSHAN
Title of Project: AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF PEOPLE

TOWARDS THE PRODUCTS OF LOREAL BRAND AND THE
MARKETING STRATEGY OF COMPANY.
Name of the Project Guide: Mr. DurgeshPandit
Record of Student Guide Interaction

Date Topic of Study / Guidance Signature of
Guide
19/07/21 Discussion on topic selection
20/07/21 Online research about topic
26/07/21 Finalize topic overview
29/07/21 Making outline for project
01/08/21 Making the project in word doc
7
06/08/21 Taking reviews of guide about documentations
10/08/21 Making questionnaires related to topic
15/08/21 Collection of primary data
17/08/21 Analyzing of project
23/08/21 Submit the review of project
27/08/21 Making correction
30/08/21 Final output
8
TABLE OF CONTENTS
Particulars Page No.

 Bonafide Certificate 2
 Certificate of Originality 3
 Acknowledgement 4
 Project Report Form with the details of Student & Project Guide 5
 Student and Project Guide Interaction Report 7
 Table of Contents 9
 List of Tables
 List of Figures/Charts/Diagrams
 List of Pictures
 List of Appendices
 List of Abbreviation
 Abstract
Chapter Number 1 – Introduction 11
1.1 Company Profile And Annual Income Report
1.2
1.3
Chapter Number 2 - Review Literature 12

2.1
2.2
Chapter Number 3 - Research Methodology 15
3.1 Marketing Strategy 15
3.2 Factors Affecting Consumer Decision 19
3.3 Types Of Data And Sampling 22
Chapter Number 4 -Data Analysis and Interpretation 23
4.1 Overview Of Data Collected 23
4.2 Interpretation 27
Chapter Number 5 – Findings of the Research Study 41
5.1 Findings
5.2
Chapter Number 6 – Conclusion, Summary & Recommendations [OR] 42
Suggestions
6.1 Suggestions 42
6.2 Conclusion 43
References / Bibliography 44
9
Appendix/Annexure 46
CHAPTER-1
INTRODUCTION
10
L'Oréal is a French personal care company founded in the year 1909 by Eugene
Schueller, a French chemist who developed an innovative hair dye formula called Oréale.
L'Oréal is headquartered in Clichy. The L'Oréal stands for beauty, innovation, sustainability and
scientific excellence. Today, the L'Oréal is the world's largest cosmetics and beauty company
and has developed activities in the field concentrating on hair colour, skin care, make-up,
fragrances, and hair care. The major portion of revenue of L'Oréal is generated from consumer
products. The slogan used in L'Oréal advertisement is “Because you’re worth it” which is
recently changed from “Because I’m worth it”. There are more than 20 brands under the banner
of L'Oréal and the portfolio includes brands like Maybelline, Matrix, Cheryl’s, Diesel, Viktor
& Rolf, Urban Decay, L'Oréal Paris, Garnier, Ambi, Vichy, Sanoflore, etc.
The annual finance report of L'Oréal for the year 2020 shows that there is a total revenue
or sales of 27.99 billion euros with operating profit of 5.20 billion euros along with earnings per
share at 7.30 euros and a net cash flow of 5.48 billion euros and out of all the regions Asia
pacific region generates majority of income for company. Currently L'Oréal is worth 258.01
billion dollars in the year 2021.
CHAPTER-2
LITRETURE REVIEW
Anjana S S (2018)
The motivation behind this paper is to sort out the characteristics that influence the
purchaser's utilization for corrective items. Through this investigation, it was
11
distinguished that the five variables, quality item, item value, brand name, item bundling
and publicizing greaterly affect client purchasing choice. Shoppers go through the
thorough idea handling settling on their purchasing choices, since there are elective items
which contend in the spaces closeness, moderately less expensive cost, quality, and so
forth.
A,H.Hemanth Kumar et al. (2014)
After examination we tracked down that little contrasts exist in the pay level that infers
the unique bunches like or assessment contrasts on customer purchasing conduct. It made
an anomaly to us to discover which bunch truly contrasting on the conclusions. By the
assistance of Post hoc we discovered that the ward vary the assessment among other
class. It very well might be because of the choices taken by adolescents. Each individual
assumes numerous parts in their day by day life, proficient job or social job.
Guthriem et al. (2008)
Examination investigation of Guthriem et al. (2008) found that there is relationship

between's ladies' view of brand character and ladies' facial picture and corrective
employments. It was discovered that distinctive brand character qualities impacted
companion demeanor for or diverse Cosmetic items.
K. Rama Mohan Rao et al. (1991)
The investigation uncovered that the effect of commercials on shopper conduct just as the
buy choice cycle is critical. The purchasers are happy with the nature of commercials
moreover. The purchasers communicated their genuine worry on abuse of ladies in
promotions.
Anand Deshmukh (2015)
Most individuals (65%) really like to utilize homegrown brand.

Most individuals (60%) like to purchase natural corrective item.
Almost half individuals become acquainted with restorative item through TV.
Most individuals (65%) really like to utilize homegrown brand.
Clients while making beauty care products buy likes to utilize homegrown brand, as to
purchase natural corrective item and Customers become acquainted with restorative item
through TV. It is too presumed that clients stay faithful to their corrective items, they
don't change their restorative brand.
Peter and Olson (2010:13), Kotler and Armstrong (2011:15).
Promoting systems are intended to perhaps expand good purchaser inclinations toward
normal items, administrations or brands and assemble a solid relationship with clients
through brand steadfastness, in order to urge them to attempt to even to buy the items or
administrations oftentimes.
12
Peter and Olson (2008:13)
This study express that "understanding shoppers is a basic component" in four segments
which add to an effective promoting methodology
Heslop (2007:3)
In concurrence with Peter and Olson about the job of shopper disposition, Heslop study
likewise proposes that advertisers need to see profoundly the model and the course of
purchaser dynamic to make reasonable showcasing plans.
Noel (2009:23)
This study additionally agree with Heslop about the significance of seeing how buyers
react to a gave certain proposal to advertisers to acquire productivity.
Hawkins et al (2004)
In this manner, investigating and finding shopper conduct become a vital phase of every
business' promoting arranging measure, since these information can offer organizations
an upper hand by diminishing of poor vital choices.
Heslop (2007:3)
To undesrtand client conduct, Heslop states that advertisers should know how shoppers
see their market offers in competition.
Kotler and Armstrong (2011)
This prescribe to promoting researchers the vital impacts of inward and outside factors on
customer buys, for example, social, cultural, personality and psychological qualities.
Kotler and Armstrong (2006)
This present a model of consumer behaviour - Figure 1. In that model, he portrays

purchaser conduct as a discovery, which incorporates two sections - purchaser's
characteristics and purchaser's decision process - where promoters consistently need to
know the impact of boosts on purchaser's purchasing interaction through client's
attributes/characteristics. They state culture as "the most basis" of client's necessities and
behavior. They additionally characterize social variables as a significant constituent
impacting purchaser conduct with assorted classes and fragments from gatherings,
families, networks, and jobs to economic wellbeing.
Baines et al (2012) and Noel (2009:14)
13
The study list psyhcological attributes in personality aspects and says that psychological
factor plays crucial role in influencing individual’s buying behavior.
Asch and Wolfe (2001:25)
This study recommend perception as the key pre-measure in a consumers brain when
they are provided with a measure of data, that impacts to the their purchasing decision.
CHAPTER-3
RESEARCH METHODOLOGY
MARKETING PLAN AND CONSUMER BEHAVIOUR :-
14
Loreal right now is the biggest cosmetics brand in the world and the company try different
marketing strategies to convert the potential market in their favour.
The company uses different strategies like PRODUCT STRATEGY, PLACE STRATEGY,
PRICE STRATEGY AND PROMOTION STRATEGY.
PRODUCT STRATEGY
Loreal provides products in four different segments that are : PROFESSIONAL PRODUCTS.
CONSUMER PRODUCTS.
LUXURY PRODUCTS.
ACTIVE COSMETICS.
The products name falls under this categories as per company are mentioned below:-
PROFESSIONAL PRODUCTS :
 L'Oréal Technique
 L'Oréal Professionnel, including ARTec and Innate
 Kérastase (created by L'Oreal in 1964)
 Kéraskin Esthetics, created by L'Oreal in 2007 and specialising in skin care
professionals
 Matrix Essentials, founded by Arnie Miller in 1980 and acquired by L'Oreal in 2000
 Mizani, founded in 1991 and bought by L'Oreal in 2001
 PureOlogy Research, founded in 2001 and acquired by L'Oreal in 2007
 Redken 5th Avenue NYC, founded by Paula Kent and Jheri Redding in 1960 and
acquired by L'Oreal in 1993
 Shu Uemura Art of Hair
 Carol's Daughter
 Carita
 Essie, founded in 1981 and acquired by L'Oreal in 2010
 Decléor
 Botanicals Fresh Care
15
 Cheryl's Cosmeceuticals
LUXURY PRODUCTS :
 Lancôme
 Yves Saint Laurent Beauté
 Giorgio Armani Beauty
 Kiehl's
 Biotherm
 Cacharel
 Diesel
 Viktor & Rolf
 Ralph Lauren Fragrances
 Shu Uemura
 Clarisonic
 Guy Laroche
 Paloma Picasso
 Urban Decay
 Yue Sai
 Helena Rubinstein
 IT Cosmetics
 House 99
 Atelier Cologne
 Proenza Schouler
 ( Valentino)
CONSUMER PRODUCTS :
 L'Oréal Paris
 Color&Co
 Ombrelle
 Garnier
 Maybelline
 NYX Cosmetics
 SoftSheen-Carson
 Carol's Daughter
 Créateurs de Beauté
 Essie
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 Magic
 Niely
 Colorama
ACTIVE COSMETICS :
 Vichy
 La Roche-Posay
 Skinceuticals
 Roger&Gallet
 Sanoflore
 Dermablend
 AcneFree
 Ambi
 CeraVe
 Logocos
Out of all the segments of products of company the most income generating segment is
consumer products.
PRICE STRATEGY
The homogeneous group of people are the potential target market for the company and to attract
that group of people the company have to make a lot of efforts to convert that potential target
market into consumers. In the current time of market competition company needs to work on
their pricing plan to attract new market and to keep current consumers loyal to the company.
Loreal follows the bundling strategy to capture the customer they provide different products
customized in one kit and provide it at discounted rates which traps the customer to buy the
products.
PLACE STRATEGY
17
For every company who wants to be in profit have to consider this factor a very important
because this includes where the customers are, how to get products to them and the place where
the products are going to available for sale.
Loreal is right now the top cosmetic brand in world not only because of the quality of product
but also because of the marketing efforts of the company.
The users of Loreal are too loyal to the brand so the company uses pull strategy.
The distribution channel of Loreal company is like this :-
PROMOTION STRATEGY
L'Oreal has been very active and decisive in applying new methods of promoting her products on
the market. The company follows a very common method of advertising and marketing its
products - viral marketing. Media marketing is a term coined to define effective ways to
distribute marketing messages, and companies use a medium to spread brand awareness and
brand messages.
POINT OF PURCHASE DISPLAY :- In addition to its own points of sale, L'Oreal also
showcases its products in various locations. We saw L'Oreal kiosks in the mall, various men's
salons, a VLC store, and more. This type of display allows consumers to view and inquire about
a product.
There are lot of factors affecting the buying decision of consumer like : CULTURAL FACTOR
18
SOCIAL FACTOR
PSYCHOLOGICAL
FACTOR.
CULTURAL FACTOR
"Culture is a set of core values, beliefs, desires and behaviors that a member of the community
learns from the family and other important institutions. Because culture varies from region to
region and from country to country, some studies have shown that people in different cultures
react differently to the same product. Hence, marketers need to understand and consider the role
of buyer's culture when planning their marketing strategy.
L'Oréal, like any other global company, needs to adapt its products to local needs and culture.
For example, in 2011, during the economic crisis that hit the US and European countries, L'Oréal
mainly focused on expanding the market in Brazil. The Brazilian economy was unaffected by the
2008 economic crisis, and Brazilian women tend to spend more on beauty products on average.
Also, in Brazil and India, people have very strong beauty rituals, a strong desire for quality, and
a strong desire for beauty to satisfy them. To expand into new markets, L'Oréal has adjusted its
marketing strategy using traditional marketing methods such as television, print, radio and
outdoor sales, as well as Facebook social media marketing. However, in Brazil, despite the usual
practice of selling their products through retailers, millions of people still prefer door-to-door
sales. This buying culture has a major impact on L'Oréal's strategic marketing efforts. was
introduced to create a door-to-door sales channel in Brazil, where it failed due to problems from
millions of cosmetics retailers. On the other hand, L'Oréal recognizes that the festival is an
important local event in Brazilian culture; As a result, the company sponsored these festivals and
launched its marketing campaigns during the 2011 events to build brand awareness among its
Brazilian customers. In addition, music and entertainment are an important part of Brazilian
culture and people still listen to music on the radio today. According to a 2011 Brazilian Radio
Market Survey, 88% of households, 80% of circulating cars and 36% of mobile phones used
radio and radio applications in Brazil in 2011. This number shows the difference in the media
market. Between Brazil and other regions of the world, where radio has a very small share of the
media market, radio penetration is also 78%, second only to television 97% in the South
American country. This is why L'Oréal continued to spend money on radio ads in Brazil in 2011.
SOCIAL FACTOR
19
Social factors other than cultural factors influence consumer behavior in different ways in
different social groups, countries and roles, as well as in families. Groups that directly or
indirectly influence a person's behavior or attitudes are called reference groups, and marketers
must carefully consider the influence of these groups when formulating a marketing plan.
L'Oréal, the cosmetics giant, has called social media a new digital revolution, opening up new
opportunities for communication and interaction between the brand and its customers. Social
media is the most important step in later digital marketing. consumer shopping and product
experience. This brand marketing strategy follows the final stage of the consumer buying
process, which are post-purchase processes where consumers share their comments and
impressions of the products they use. This strategy gives L'Oréal the ability to maintain a
relationship with the consumer throughout the buying process. With 20 million Facebook
followers, L'Oréal has created a large reference group that not only helps consumers share their
experiences about L'Oréal products, but also helps the company position the brand itself as the
number one cosmetics brand and market leader.
PSYCHOLOGICAL FACTOR
Consumer decisions are influenced by four main psychological factors, namely motivation,
perception, beliefs and attitude. From the point of view of consumer behavior research,
individual perception is more important than reality, because it is the thing that really influences
consumer behavior. After Identifying consumers wants and needs perception will influence how
consumers act in a particular situation. In general, human perception is carried out using five
sensors of sight, smell, hearing, taste and touch. However, in marketing media ads, vision and
hearing are major factors influencing consumers self-concept.
The idea about understanding consumer perception starts from L'Oréal's slogan - "Because you
are worth it". The slogan is modified from the original sentence "Because I am worth it" since
1970s when a woman emancipate movement was taken place in Europe and the U.S.A. The
original sentence stood for woman voices in the sexual equality claiming revolution in society at
that time. Thus, in many L'Oréal adverts the slogan is repeated many times, so as to capture the
emotion from audience as the positive consequence of an exposure advantage and encourage
listener's confidence through hearing sensor in order to motivate consumer buying decisions as
well as transfer the hidden messages, such as you are deserved to use this or the product is made
only for you, to both potential and existing customers.Another way to affect consumer
perception is through vision. Customers tend to choose products and services endorsed by
celebrities than others without endorsement. For L'Oréal, by using celebrity endorsement
20
advertising on TV adverts or specialists as brand ambassadors for a typical catalogue of
products, the company can attract attention from potential customers.
TYPES OF DATA :-
There is one type of data which used in this research. Primary data is used in this research.
21
Primary data is collected from original sources for a specific purpose.
The methods which are adopted for collecting primary data for the purpose of this project are
given below :
QUESTIONNAIRE :-A questionnaire was prepared on google forms and filled by the
respondents.
PERSONAL INTERVIEW :- A direct personal interview of some users has been taken and a
interview of retail outlet owner is also taken.
SAMPLING SIZE :-
A total of eighty (80) samples has been taken and the samples taken are good representative of
people from all age group, gender, income group, qualifications and occupation group.
SAMPLING METHOD/DATA COLLECTION TOOL :-
Primary data is collected from 80 respondents.

The sampling method used to collect data was convenient.
All the data has been collected on google forms through structure questionnaire with the help of
multiple choice questions.
The data collected had respondents from different age groups and income levels so a good
representation of the study is possible.
DATA ANALYSIS TOOLS :-
The quantitative/simple statistical analysis tool is used in this study.

Its means the analysis which uses numerical data to indentify statistical relationships between
variables.
The simple statistical tool used is percentage.
CHAPTER-4
DATA ANALYSIS
22
THE BELOW TABLE SHOWS THE BASIC DETAILS OF RESPONDENTS LIKE NAME,
GENDER, AGE GROUP, EDUCATIONAL QUALIFICATION, OCCUPATIONAL DETAIL
AND INCOME LEVEL.
SR NAME GENDE AGE EDUCATIO OCCUPATION INCOM

NO R N E
.
1 UNNATI FEMALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
2 NATASHA FEMALE 21 TO GRADUATE SALARIED 30000 TO
30 45000
3 JENISH MALE 21 TO GRADUATE STUDENT 15000 TO
30 30000
4 ZUBER MALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
6 JIGAR MALE 21 TO GRADUATE SALARIED ABOVE
30 45000
7 RUGVED MALE 21 TO POST- SALARIED 15000 TO
30 GRADUATE 30000
8 MUKUND MALE 21 TO POST- SALARIED 15000 TO
30 GRADUATE 30000
9 AKASH MALE 21 TO GRADUATE BUSINESS 15000 TO
30 30000
10 KEYUR MALE 21 TO GRADUATE SALARIED UPTO
30 15000
11 BRIJESH MALE 21 TO GRADUATE SALARIED 30000 TO
30 45000
12 RUTVIK MALE 31 TO GRADUATE BUSINESS 30000 TO
40 45000
13 YOGESH MALE 41 & GRADUATE SALARIED ABOVE
ABOVE 45000
14 BHAVANA FEMALE 41 & GRADUATE HOUSEWIFE UPTO
ABOVE 15000
15 SHWETA FEMALE 31 TO UNDER- HOUSEWIFE UPTO
40 GRADUATE 15000
16 BHAGESH MALE 21 TO POST- SALARIED ABOVE
30 GRADUATE 45000
17 MARTAND MALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
18 STUTI FEMALE 21 TO GRADUATE BUSINESS 15000 TO
30 30000
19 KEWAL MALE 21 TO GRADUATE STUDENT UPTO
30 15000
23
20 NIL MALE 21 TO GRADUATE SALARIED 30000 TO
30 45000
21 KARAN MALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
22 JAY MALE 21 TO UNDER- STUDENT UPTO
30 GRADUATE 15000
23 KIRAN FEMALE 41 & GRADUATE HOUSEWIFE UPTO
ABOVE 15000
24 PARUL FEMALE 41 & GRADUATE SALARIED UPTO
ABOVE 15000
25 MINESH MALE 31 TO GRADUATE BUSINESS 30000 TO
40 45000
26 RUTU FEMALE 21 TO GRADUATE BUSINESS 15000 TO
30 30000
27 MIHIR MALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
28 UMANG MALE 41 & GRADUATE SALARIED ABOVE
ABOVE 45000
29 HEMANT MALE 41 & GRADUATE SALARIED ABOVE
ABOVE 45000
30 SHIVANI FEMALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
31 SHREYA FEMALE 21 TO GRADUATE BUSINESS UPTO
30 15000
32 RITESH MALE 31 TO POST- BUSINESS ABOVE
40 GRADUATE 45000
33 LOKESH MALE 31 TO GRADUATE SALARIED ABOVE
40 45000
34 HARSHIT MALE 21 TO GRADUATE STUDENT UPTO
30 15000
35 ISHWA FEMALE 21 TO POST- SALARIED ABOVE
30 GRADUATE 45000
36 PRIYANKA FEMALE BELOW UNDER- STUDENT UPTO
20 GRADUATE 15000
37 PRIYANKA FEMALE BELOW UNDER- STUDENT UPTO
20 GRADUATE 15000
38 SAHIL MALE BELOW UNDER- STUDENT UPTO
20 GRADUATE 15000
39 KALPANA FEMALE 41 & UNDER- HOUSEWIFE 15000 TO
ABOVE GRADUATE 30000
40 MEGHNA FEMALE 21 TO GRADUATE SALARIED UPTO
30 15000
41 SWEETY FEMALE 21 TO GRADUATE SALARIED UPTO
30 15000
42 KHUSHI FEMALE 21 TO GRADUATE SALARIED UPTO
30 15000
24
43 DHRUVANSH MALE 21 TO GRADUATE STUDENT 15000 TO
30 30000
44 DEV MALE 21 TO UNDER- STUDENT UPTO
30 GRADUATE 15000
45 HARSH MALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
46 NANDAN MALE 31 TO GRADUATE BUSINESS ABOVE
40 45000
47 VRAJ MALE 21 TO GRADUATE SALARIED UPTO
30 15000
48 HEMAL MALE 41 & GRADUATE BUSINESS 30000 TO
ABOVE 45000
49 KHAWISH FEMALE 31 TO POST- BUSINESS 30000 TO
40 GRADUATE 45000
50 JAHNVI FEMALE 21 TO GRADUATE STUDENT UPTO
30 15000
51 MANYA FEMALE 31 TO GRADUATE SALARIED 15000 TO
40 30000
52 RADHA FEMALE 41 & GRADUATE SALARIED ABOVE
ABOVE 45000
53 FATEMA FEMALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
54 AMITA FEMALE 31 TO GRADUATE SALARIED UPTO
40 15000
55 SEFALI FEMALE 31 TO GRADUATE SALARIED UPTO
40 15000
56 AVANI FEMALE 21 TO GRADUATE STUDENT 15000 TO
30 30000
57 HARSHIL MALE 21 TO GRADUATE SALARIED ABOVE
30 45000
58 RUTVI FEMALE BELOW UNDER- STUDENT 15000 TO
20 GRADUATE 30000
59 KEVAL MALE 21 TO POST- SALARIED 15000 TO
30 GRADUATE 30000
60 KASHYAP MALE 31 TO GRADUATE SALARIED 30000 TO
40 45000
61 NEHA FEMALE 41 & UNDER- BUSINESS UPTO
62 NUPUR FEMALE 41 & UNDER- SALARIED 15000 TO
63 NANDIT MALE 21 TO GRADUATE STUDENT UPTO
30 15000
64 KALPANA FEMALE 31 TO GRADUATE HOUSEWIFE UPTO
40 15000
65 USHA FEMALE 41 & UNDER- HOUSEWIFE UPTO
25
66 DRASHTI FEMALE 21 TO GRADUATE STUDENT UPTO
30 15000
67 CHIKU FEMALE BELOW UNDER- STUDENT UPTO
20 GRADUATE 15000
68 JAY MALE 21 TO GRADUATE BUSINESS 30000 TO
30 45000
69 NANDINI FEMALE BELOW UNDER- STUDENT UPTO
20 GRADUATE 15000
70 PAWAN MALE 31 TO UNDER- SALARIED 15000 TO
40 GRADUATE 30000
71 PADMA FEMALE 41 & GRADUATE HOUSEWIFE UPTO
ABOVE 15000
72 DISGA FEMALE 21 TO GRADUATE SALARIED 30000 TO
30 45000
73 ARCHI FEMALE 31 TO POST- SALARIED 15000 TO
40 GRADUATE 30000
74 YASH MALE 31 TO POST- BUSINESS 30000 TO
40 GRADUATE 45000
75 ANSH MALE 31 TO GRADUATE SALARIED 15000 TO
40 30000
76 KAUSHAL MALE 21 TO GRADUATE STUDENT UPTO
30 15000
77 ALPANA FEMALE 31 TO GRADUATE SALARIED ABOVE
40 45000
78 BANSARI FEMALE BELOW UNDER STUDENT UPTO
20 -GRADUATE 15000
79 ANKITA FEMALE 31 TO GRADUATE SALARIED 30000 TO
40 45000
80 DIMPLE FEMALE 21 TO GRADUATE SALARIED 15000 TO
30 30000
81 ARCHANA FEMALE BELOW UNDER STUDENT UPTO
20 -GRADUATE 15000
GENDER OF RESPONDENTS ?
26
NO. OF RESPONSE:- 80.
EXPLAINATION :-
The above pie chart shows the gender of respondents.

Total number of response collected is 80.
The chart shows that majority of the respondents that is 51.2% are female.
And the rest are male with 48.8%.
AGE GROUP OF RESPONDENTS ?
NO. OF RESPONSE :- 80.
27
EXPLAINATION :-
The above chart depicts the age groups of respondents.

The total number of response collected is 80.
The chart shows that majority of the respondents that is 51.2% belongs to the age group of 21 to
30 followed by 22.5% from the age group of 31 to 40 followed by 16.2% from the age group of
41 & above and the rest 10% are from the age group of below 20.
EDUCATIONAL QUALIFICATION OF RESPONDENTS ?
NO. OF RESPONSE:- 80.
28
EXPLAINATION :-
The pie chart explains the educational qualifucation of respondents.

The Total number of response collected is 80.
The chart views that minority of the respondents that is 11.3% are post-graduate leading to which
the proportion of under-graduate respondents is a bit high with 20%.
The majority of the respondents are graduate with proportion of 68.8%.
OCCUPATION OF RESPONDENTS ?
29
EXPLAINATION :-
The pie chart shows the occupational details of respondents.

The chart shows that minority of the respondents that is 8.8% are housewife leading to which the
proportion of respondents running business is a bit high with 17.5% and the student respondents
holds the proportion of 23.8%.
The majority of the respondents are salaried with proportion of 50%.
INCOME OF RESPONDENTS ?
30
EXPLAINATION :-
The pie chart depicts the income level of respondents.

The chart depicts that majority of the respondents that is 39.2% have income level of upto 15000
followed by the respondents having income level of 15000 to 30000 with 30.4%.
The minority of the respondents are from the income level of 30000 to 45000 and above 45000
with proportion of 15.2% each.
AWARENESS IN RESPONDENTS ABOUT COMPANY ?
31
EXPLAINATION :-
The pie chart explains the rate of awareness about the company among the respondents.
As loreal is the top most cosmetics brand of world it ranks 1st in the world so we would expect
that almost everybody knows about it.
So the chart clearly states that majority of respondents that is 92.5% are aware about the
company.
EVER EXPERIENCED THE PURCHASE OF PRODUCTS ?
32
EXPLAINATION :-
The pie chart shows that did respondents ever experiend the purchase of loreal products.
The chart describes that most of the respondents have purchased and used the products of loreal
brand the figure is 91.3%.
Only 8.8% of the crowd did not ever expreinced any loreal products.
WHICH LOREAL PRODUCTS DID RESPONDENTS PURCHASED THE MOST ?
33
EXPLAINATION :-
The bar graph shows that which variant of loreal products did respondents consumed the most.
The graph views that hair care products are used the most by respondents almost 38 repondents
use hair care products following to which 33 respondents uses perfumes which makes it the
second most consumed product variant apart from that 30 respondents also use skin care
products.
The least consumed product variants are make-up and hair colour with the number of only
13 & 19 respondents respectively.
WHERE DO YOU TYPICALLY PURCHASE LOREAL PRODUCTS ?
NO. OF RESPONSE :- 73 .
34
EXPLAINATION :-
The bar graph display the places from where the respondents purchase the loreal products.
The graph shows that only 6.9% of respondents purchases the loreal products from drugstore.
Total of 44 respondents buys loreal products from retail outlet followed to which 30 respondents
purchase from online store and the count of respondents buying from supermarket is 15 that is
20.8%.
WHAT MAKES THE RESPONDENTS BUY LOREAL PRODUCTS ?
35
EXPLAINATION :-
The bar graph shows that which factor of loreal products influence respondents the most.
The most influencing factor attracting respondents towards loreal products is quality of products
almost 50 respondents buys loreal products because of good quality and the brand image is a
important factor which impacts the buying decision of respondents 34 respondents consumed
loreal products because of brand image.
Out of all the respondents only 24.7% of respondents were influenced to buy loreal products
because of the packaging and only 12.3% of respondents bought the products considering price
which makes it least influencing factor.
HOW FREQUENT DO RESPONDENTS BUY LOREAL PRODUCTS ?
NO. OF RESPONDENTS :- 73.
36
EXPLAINATION :-
The pie chart shows purchase frequency of respondents.

The charts shows that 38.4% of respondents consume the products on regular basis but 1.4% of
respondents never bought any of the products.
The proportion of respondents buying products occasionally is 16.4% and the proportion of
respondents buying products very often is 13.7%.
And the crowd who buys products sometimes holds the share of 30.1%.
HOW DO RESPONDENTS FEEL ABOUT ADVERTISMENT ?
37
EXPLAINATION :-
The pie chart shows the satisfactory level of advertisement.

The charts shows that the share of respondents feeling that loreal advertisement is excellent is
33.8% and not even a single respondents found the advertisement is worst but 5.6% of
respondents found the advertisement poor.
32.4% of respondents think that the advertisement is good and 28.4% consider the add fair.
WHAT IS THE SATISFACTORY LEVEL TOWARDS PRODCUTS OF LOREAL ?
38
EXPLAINATION :-
The pie chart shows the satisfactory level of respondents towards the products.
41.1% of respondents are satisfied with the products and 21.9% of respondents are highly
satisfied but 1.4% of respondents were highly dissatisfied.
5.8% of respondents find themselves dissatisfied with the product and 28.8% were having
neutral feeling.
FROM WHERE DO THE REPONDENTS CAME TO KNOW ABOUT THE LOREAL

PRODUCTS ?
39
EXPLAINATION :-
The bar graph depicts the source from where respondents got to know about company products.
Total number of response collected are 74.
The most common source from where a total of 40 respondents came to know loreal products is
advertisement following to which 24 respondents came to know about loreal products from
family suggestions.
Friends and internet have a very low count only 20 & 19 respondents respectively were detailed
about company products from this sources.
CHAPTER-5
FINDINGS
1)Brand image, Celebrity endorsement, Quality, Price, Bundling , Discount are the variables
which influence the buying decision of customers of Loreal products positively.
40
2) TV Advertisement 54.1% & Family suggestions 32.4% are the major source of information
for L'Oreal products
3) Majority of respondents 38.4% are using L'Oreal Paris products on regular basis.
4) The haircare segment 52.1% & perfume segment 45.2% are the major product segment used
by respondents.
5) Majority of the customers has bought L'Oreal products from retail outlets 61.1% and online
41.7%.
6) Majority 63% of respondents are satisfied.
7) Satisfactory level of Loreal product is high so the people will recommend it to others.
8) Overall quality of L'Oreal products is better as reported by the 67.1% of respondents.
9) Majority of the customer that is 66.2% found Loreal brand appreciable.
CHAPTER-6
SUGGESTION
41
1) Brand image, Celebrity endorsement, Quality, Price, Professional Consultation,Bundling,
Discount should be given preference while making marketing strategy of Loreal products.
2) It is Suggested Loreal Brand should prefer TV Advertisement social media for their
promotions.
3) Brand should focus more on the makeup segment & skin care segment.
4) Brand should focus more on Product related to face & skin care.
5) Brand should make available at all the outlets General Stores & malls.
6) Brand should improve the packaging of the professional products.
7) Brand should use CRM to maintain satisfaction level high against competitors.
8) Brand should always maintain overall Quality level high against competitors.
CONCLUSION
42
 Brand image, Celebrity endorsement, Quality, Price, Bundling, Discount have significant
influence on the buying decision of customers of Loreal products
 TV Advertisement social media were the major source of information.
 The haircare segment & perfumes segment were the major product segment used by
respondents.
 Retail outlets & Online stores are the preferred places to buy the loreal products.
 Customers are satisfied with the brand Loreal.
 The quality of products and brand image are the factors holding customers loyal.
 Customers will recommend the brand Loreal others.
 Overall quality of L'Oreal products is better than most of the competitors.
 In these days, understanding consumer behaviour is the key success for every marketing
strategy in order to create and transfer product values to customers as well as maintain
consumer's values in return. Especially in the high competitive cosmetic market, this point of
consumer studying becomes more and more important to the survivor of businesses. In the case
of L'Oréal, the company has considered the importance of cultural, social and psychological
factors that affect consumer behaviour and successfully applied these knowledge to their
traditional and contemporary marketing strategies in world.
BIBLIOGRAPHY
Anjana S S (2018), “A study on factors influencing cosmetic buying behavior of consumers”
43
International Journal of Pure and Applied Mathematics”, Volume 118 No. 9 2018, Page – 453-
459.
(https://acadpubl.eu/jsi/2018-118-7-9/articles/9/40.pdf).
A,H.Hemanth Kumar (2014), “A Study on factors influencing consumer buying behavior in

cosmetic Products” International Journal of Scientific and Rsearch Publications, Volume 4,
Issue 9, pp 1-6.
(https://pdfs.semanticscholar.org/3bdd/7989aa024263e8192646024b2baa63c300e2.pdf).
Michelle Guthrie (2007), “The effects of facial image and cosmetic usage on perceptions of
brand personality”,www.researchgate.net, pp -164-181.
(https://www.researchgate.net/publication/235287807_The_effects_of_facial_image_and_cosmetic_us
age_on_ perceptions_of_brand_personality).
Agrawal, J & Kamakura, W.A. (1995), “The economic worth of celebrity endorsers: an event
study analysis.” Journal of Marketing, 59(3), pp.56-63.
Asch, D. & Wolfe, B. (2001), “New Economy – New Competition, The Rise of the Consumer?”,
New York, Palgrave.
Erlich, N. (2012). For Brazil, “Beauty Is Serious Business.” [Online]. Available at:
(http://www.cnbc.com/id/46869525).
Handley, L. (2012). Q&A: Georges-Edouard Dias, “L'Oreal”. [Online]. Available at:

(http://www.marketingweek.co.uk/strategies-and-tactics/digital-strategy/qa-georges-edouard-
dias-loreal/4000627.article).
HemaPatil, & BBakkappa,. (2012). “The influence of culture on cosmetics consumer behavior.”
IOSR Journal of Business and Management, 3(4), September, pp.41-47.
“L’Oreal Paris.” (2012) [Online]. Available at

(http://www.loreal-paris.co.uk).
LOrealParisIndia, (2012). “L'Oreal Paris 'Because I'm Worth It' Saga.” [Video]. Available at:
(http://www.youtube.com/watch?v=hQLZxqgwRMA).
44
McDougall, A. (2012), “Social media holds the key for customer interaction says L'Oréal.”
[Online]. Available at:
(http://www.cosmeticsdesign-asia.com/Market-Trends/Social-media-holds-the-key-for-
customer-interaction-says-L-Oreal)
Peter, J.P. & Olson C.J. (2010), “Consumer Behaviour & Marketing Strategy.” 9 th ed. Boston,
McGraw-Hill/Irwin.
Passariello, C. (2011). “To L'Oréal, Brazil's Women Need New Style of Shopping.” [Online].
Available at:
(http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?
ref=SB10001424052748703951704576091920875276938#2 )
Appendix
45
PRIMARY DATA (FORM 1) -DATASET 1
Date Link
15/08/2021 https://docs.google.com/forms/d/e/1FAIpQLSfKY0wWYK1cjl0YVv-
OBmlZ290SwXcxgBaN8c1cNKyXFqXKyA/viewform?usp=sf_link
NAME

GENDER
Female Male Other

AGE GROUP
Below 20 21 to 30 31 to 40 41 & Above

EDUCATIONAL QUALIFICATION
Under Graduate Graduate Post Graduate Other

OCCUPATION
Business Salaried Student Housewife Other

ONTHLY INCOME
Upto 15000 15000 to 30000 30000 to 45000 Above 45000

ARE YOU AWARE OF LOREAL PRODUCTS ?
Yes No

DO YOU PURCHASE ANY LOTREAL PRODUCTS OR EVER PURCHASED ?
Yes No

WHICH LOREAL PRODUCT DO YOU PURCHASE MOST ?
Hair Care Skin Care Perfumes Make-up Hair colour Other

WHERE DO YOU TYPICALLY PURCHASE LOREAL PRODUCTS ?
Online Retail Outlets Supermarket Drugstore

WHAT MAKES YOU BUY LOREAL PRODUCTS ?
46
Brand Image Quality Packing Price

HOW FREQUENTLY YOU PURCHASE LOREAL PRODUCTS ?
Very Often Regular Sometimes Occasionally Never Buy

HOW DO YOU FEEL ABOUT ADVERTISEMENT ?
Excellent Good Fair Poor Worst

WHAT IS YOUR SATISFACTORY LEVEL TOWARDS LOREAL PRODUCTS ?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

HOW DO YOU KNOW ABOUT LOREAL PRODUCTS ?
Friends Family Advertisement Internet

47

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AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF

PEOPLE TOWARDS THE PRODUCTS OF LOREAL BRAND

RAUNDAL INDRAJEET SUDARSHAN

EXAM SEAT NO: 207019

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE

POST GRADUATE DIPLOMA IN MARKETING MANGEMENT

DEPARTMENT OF COMMERCE & BUSINESS MANAGEMENT

UNDER THE GUIDANCE OF

Mr. Durgesh Pandit

Raundal Indrajeet Sudarshan

Raundal Indrajeet Sudarshan

AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF

THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA

MR. RAUNDAL INDRAJEET SUDARSHAN

EXAM SEAT NO. 207019.

Under The Guidence of

POST – GRADUATE DIPLOMA IN:

Marketing Management [PGDMM]

Name: RAUNDAL INDRAJEET SUDARSHAN

Address for Communication: A/2-55, DARSHANAM ANTILLIA, OPP. M.M.VORA SHOW

ROOM, SOMA TALAV, DABHOI ROAD, VAODARA.

Contact Phone Nos. : (R) 9265716969. (M) 7434070623.

E-Mail Address: indrajeetraundal21@gmail.com.

Title of Project: AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF PEOPLE

Name of the Project Guide: Mr. DurgeshPandit

(Signature of Project Guide) (Signature of Student)

Associate Program Director & Off Head,

Department of Commerce and Business Management

POST – GRADUATE DIPLOMA IN:

Marketing Management [PGDMM]

Name of Student: RAUNDAL INDRAJEET SUDARSHAN

Title of Project: AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF PEOPLE

Name of the Project Guide: Mr. DurgeshPandit

Record of Student Guide Interaction

20/07/21 Online research about topic

26/07/21 Finalize topic overview

29/07/21 Making outline for project

01/08/21 Making the project in word doc

10/08/21 Making questionnaires related to topic

15/08/21 Collection of primary data

17/08/21 Analyzing of project

23/08/21 Submit the review of project

27/08/21 Making correction

30/08/21 Final output

Particulars Page No.

Chapter Number 2 - Review Literature 12

A,H.Hemanth Kumar et al. (2014)

Guthriem et al. (2008)

Examination investigation of Guthriem et al. (2008) found that there is relationship

K. Rama Mohan Rao et al. (1991)

Anand Deshmukh (2015)

Most individuals (65%) really like to utilize homegrown brand.

Peter and Olson (2010:13), Kotler and Armstrong (2011:15).

Kotler and Armstrong (2011)

Kotler and Armstrong (2006)

This present a model of consumer behaviour - Figure 1. In that model, he portrays

Baines et al (2012) and Noel (2009:14)

Asch and Wolfe (2001:25)

MARKETING PLAN AND CONSUMER BEHAVIOUR :-

SAMPLING METHOD/DATA COLLECTION TOOL :-

Primary data is collected from 80 respondents.

DATA ANALYSIS TOOLS :-