A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS COSMETIC PRODUCTS

1.INTRODUCTION:

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. Indian competitors have begun to manufacture products to

cater to an international need. 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 cosmetic

products like the Baby shop. New facts that have been reveal that the industry of

cosmetic products in 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 been linked to the

increased awareness of Indian people about their appearances & consequently

contributed to an increase in the demand for cosmetic product. 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

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experiencing and it is highly fragmented and concentrated in the Tier-I cities only.

Hence it is very essential that the products should reach to the other cities as well

as in rural area. Here the marketing plays an important role. The companies need

to understand the expectations of prospects. This requires a thorough

understanding of consumer behaviour and buying motives. Consumer behaviour

is the behaviour that consumers display in searching for, purchasing, using and

evaluating products, services & ideas which they expect will satisfy their

needs. Consumer behaviour encompasses a vast area including consumption

pattern, consumer preferences, consumer motivation, and consumer buying

process & shopping behaviour . The purchase decision is influenced by various

factors such as social, cultural, demographic, personal, economic etc. So for

effective marketing, the marketer must know the basis of decisions taken by

customers.

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 better

position to target that products and services to consumer. 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 . It is important to determine the interaction of

consumer with the marketing mix to understand the consumer 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. Of

the basis of that consumers make their decision regarding whether to purchase or

not and from where to buy the product that the consumer prefers.

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 1.1 OBJECTIVE OF THE STUDY:-

I. To access the factors which influence to buy cosmetic products.

II. To study about buying behaviour of customers.

III. To study about the purchasing decisions of customers.

IV. To study about Consumer perception.

1.2 SCOPE OF STUDY :

The study restricts itself to the analysis on the consumer

buying behaviour on cosmetic products among consumers through social

media conducted for various classes of people through Google forms, from

the consumer who are using cosmetic products.

1.3 LIMITATIONS OF THE STUDY:

During the course of study the following major limitations were observed,

 Time is the major limitation, which has affected the inferences drawn in the study.

 Some of the respondents were reluctant to share the information with the researcher.

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  As only one city was surveyed, it does not represent the overall view of the Indian
market.

 Hence the findings of the study may be considered appropriate for situations similar
to study area and extra care should be taken while generating the results .

1.4 RESEARCH METHODOLOGY:

The methodology used in the study is as follow:

. Source of data :

The study is based on both primary data & secondary data. The primary data has

been collected by using a questionnaire and the secondary data has been collected

from books , magazines and the internet.

.Sample selected for the study :

A total of 70 respondents from tuticorin city were selected for the study.

Convenience sampling method has been followed for collecting the response from

the respondents.

. Area of the study :

The study area is limited to Tuticorin city, Tamilnadu. It is identified as one of the

the developing city in India with high per capita income.

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. Tools for analysis :

The statistical tool used for the purpose of the analysis of this study is simple

percentage technique and ranking techniques. After the collection of data through the

Questionnaire ,editing was done carefully. Based on the responses of the samples, tables

were prepared .

1.5 DATA COLLECTION:

The collection of the data is done through the Questionnaire . Here

the Questionnaire is given to the respondents and the response that is

given is recorded. Data collection are of two types; primary data and

secondary data.

Primary data
Primary data are those , which are collected new for the first time, and thus

it happens to be original in character. It is also known as raw data. The study was

mainly based on primary data.

The information was collected and used for study. The gathered information

was then transferred to master table to facilitate further analysis.

Secondary data
Secondary data refers to data that is collected by someone other than the

primary user. Secondary data means data already collected and analyzed by someone

else. Considerable data has also been used from secondary sources such as Journals,

Internet.

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2. PROFILE OF THE STUDY :

2.1 CONSUMER BUYING BEHVAIOUR

Consumer buying behaviour is a decision process as well as an attitude of the people

involved in .purchasing and using products. Consumers make purchase decisions for buying

small as well as large products. After recognizing a need or a want, consumers begin

searching for products services that fit their requirements. Their decision depends upon

many criteria. However, consumer purchases have happened much before their actual

purchase. Marketing plays an important role in this .

Marketing & Advertising have a strong positive impact on buying behaviour of consumers,

and they directly influence consumer buying a product from a company that she/he is well

aware of. In ancient days, consumers were not bothered about the attributes before

buying a product. But there comes a tremendous change in the consumer buying

behaviour of the 21st Century .Consumer purchase decision has now become a complicated

process and is related to the attitude, perceptions and behaviour of consumers. Consumers

considered purchase behaviour as a key point to access and evaluate specific product.

Ghosh (1990) state that, to predict buying behaviour of consumers purchase intention is

an effective tool. Due to the influence of price, quality and value there is a possibility or

changing purchase intention. Gogoi (2013) state that, during the buying process

consumers are influenced by external as well as internal motivations. Kotler & Armstrong

(2010) & Kawaetal (2013) talks about the six stages which are: knowledge, awareness,

preference, interest, persuasion and purchase that researchers have proposed before

planning or deciding to buy the product. Gogoi (2013) states that, Customers have an

intuition that products that are little known , low cost, and simple packaging have a high

chance of risk because the quality and value of these products is not Trustable.

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According to Gilaninia et al. (2013) consumer behaviour has seven key points:

 Consumer behaviour is stimulated: Consumer behaviour is driven to achieve a

specific purpose. Satisfying needs is the goal.

 Consumer behaviour comprises of many activities: activities such as searching

for, purchasing, using, evaluating, and disposing of products and services.

 Consumer behaviour is a process: Process of selection, acquisition, utilization,

and withdrawal of goods or services indicates the procedures of consumer
behaviour . Consuming process entails three steps: pre-purchase activities,
purchasing activities and the post-purchase activities.

 Consumer behaviour includes various roles: In any specific situation , a consumer

can play multiple roles. Also, for any particular purchase , there may be more
than one person involved in one or more roles.

 Consumer behaviour is different in terms of time and complexity: The "number

of activities" increase the complexity . Time and complexity associated together
translates to decision being more complex and time consuming.

 Consumer behaviour is influenced by external factors: Some of the external

factors that influence consumer behaviour include culture, social class, family,
reference groups etc.

 Different people have different behaviour : Marketers utilize market

segmentation according to the unique behaviours of different people.

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 2.2 EVOLUTION OF CONSUMER BEHAVIOUR:

Evolution of consumer behaviour started with manufacturing orientation

followed by selling orientation and then it switched over to marketing

orientation.

Manufacturing Concept :

In the mid1800s, manufacturing concept emerged and blossomed during the

U.S. civil war. Manufacturers were given power from late 1800 to the latter part

of the 20th century to sell whatever products they manufactured due to lack of

competitive pressure. This concept assumes that consumers mostly prefer the

products at low prices. Consumers buy what is available in market

rather than what they really want. Manufacturers had the ability to decide the

type of product, quality of the product and package of the product. The

effects of depression had a direct impact on the consumers . It resulted in very

little pending power of consumers, attributing it to the lack of interest in

consumer behaviour.

Product Concept :

Later consumers prefer high quality products which give them the best

performance and numerous features. The manufactures strive to improve the

quality of the products with new features that are technically feasible without

finding out whether consumers really need them or not . This concept led to

“Marketing Myopia”, that is focus on the product rather than on consumer

needs .

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Marketing Concept :

In 1950s marketers realized that they could sell more goods easily by

producing goods which were preferred by the consumers. Various concerns

conducted research to understand the consumer needs and manufactured goods

accordingly. Modern-day marketers gave due consideration to quality,

convenience, image and advertising, helping the transition of organizations to

produce goods according to the preference of the consumers .Behavioural sciences

took centre stage and provided a tool box of theories and methodologies

borrowed by innovative marketing organizations, including motivation research,

positivism and post modernism.

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2.3 FACTORS WHICH INFLUENCE TO BUYING BEHAVIOUR:
There are many factors that consumers will look for before buying a cosmetic
product:
Brand, Quality, Labelling, Price, and Advertisement.

Brand:

The Brand is considered as a name and symbol of a company. Brand plays an

important role in creating a positive image among customers. Brand name has the

ability to create loyal customers as well as to retain market share of the company.

Loyal customers always remain faithful or loyal to a brand, they repurchase it and

through word of mouth they recommend it to others. Brand loyalty as customer’s

willingness to spend high amount for their favourite brand against its alternatives that

loyal customers are great asset to a firm as they bring profitability and

growth to a company.

Quality :

Quality product plays an significant role in assessing purchase intention. It can be

termed as a process of continuous improvement because the product performance and

satisfaction of customers will increase due to continuous changes. Zeeshan, (2013),

state that quality is an important tool for creating competitive advantage .Tariq et al

(2013), in his study he argues that Quality should need to be improved every moment.

Chi et al. (2008 ) state that purchasing intention of customers depends upon the

product quality and it have a significant impact on it. Tsiotsou (2005and 2006) found

that customer purchase intention is high for quality product than low quality products

. Jalilvand et al. (2011) found that quality product always has a direct and positive

relation with customer buying decision . Other researchers also found that quality

product have a strong impact on customer buying behaviour .

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Packaging :
Packaging is a representative of manufacturer and act as the carrier of advertising

messages and company slogan. Yang (2004), states that proper packaging create

distinctiveness among the companies. Companies know about the needs of proper

packaging and how a slight change in packaging results in their profitability.

Therefore, now companies are completely focused on different aspects of packaging

and thereby to reap high productivity and profitability. Deng (2009), states that

customers will look for the packaging style of food products. The visual aspect of

labelling and packaging has an important role in the food purchase process and have

a direct relation with customer and an effect on customer mind.

Advertisement :

Advertising can be considered as a subset of marketing mix (4P) that are place,

promotion, price, and product. For promotion of a product, one of the main strategies

used is advertising. In order to make awareness of a product in the mind of potential

customers, advertising is an important tool and it influences the customer’s decision

to buy a product. Abideenand Latif (2011) states that, through advertising

manufacturers create an emotional link with customers and it will long last in the

mind of the consumers . If advertising is attractive, then customers pays more focus

on that and thereby creates a feeling towards the product and that leads to the way

of brand promotion. Those who have loyal feeling show a positive attitude towards a

brand.

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Price :

Kotler and Armstrong (2010), in their study gives an explanation about price as the

money, used to exchange in terms of product or service by customers for the value

they receive. Levy & Weitz (2012), states that loyal customers are ready to buy a

product even if it cost high. Company always give more attention and care to loyal

customers and take necessary steps to retain them as they bring more profit to the

firm. Wickliffe & Pysarchik (2001), states that, product features (brand and price) have

an inherent impact on customer behaviour. Hermann et al (2007) research shows

a relation between price and customer satisfaction. For purchasing a product price

plays an important part and has a strong impact on the satisfaction level of

customers. In another research, lee et al (2010) founded the relation between price and

its impact on purchase decision. Khraim (2011), state that for a loyal customer price

doesn’t matter and it effect on the purchase decision of customers .Cadogan and

Foster (2000), according to them, for an average customer, an important

factor they are concerned about is price. Loyal customers are always willing to pay

premium price for their favoured brand. Keller (2013), state that before making actual

purchase , customers make a comparison and evaluate price with alternative brands

because customers have a tremendous belief or faith in the value or benefit they get

from their favourite brand. Comparing price with value and perceived cost is the best

method to build customer satisfaction. It is observed that consumers are willing to

purchase a product if the perceived values are higher than product cost. Long –life

duration of customers with a brand makes them more prices tolerant and they didn’t

show any interest in making price comparison with the alternatives .It is through

price; a company communicates its value positioning of products or brands to the

market. Sproles and Kendall (1986), explained price consciousness is to find the best

value of a product and purchase at a lowest price .

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2.4 CONSUMER PERCEPTION :

Perception is a set of means by which an individual becomes mindful of and decode

material about their surroundings. In other words, perception is the first impression

an individual draws and based on that selects and interprets information to shape a

meaningful picture of the world. Perception refers to the act of capturing using

the senses and the mind. Hence, perception is not only related to basic senses such as

visual, flavour and taste attributes, but also to formed learning or experiences.

Perception encompasses complex features of consumer behaviour such as learning,

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motivational and contextual factors. How and through which path consumer

perceptions shift is complicated to foresee because of the complex dynamic which

facilitates the change. .Aaker and Joachimsthaler (2000) assess that brand awareness

holds a critical role in consumer perception , especially when consumers’ purchase

pattern is not delineated. Branded items offer the impression of familiarity

especially in low involvement products.

For example: soaps and items that we use on a daily basis, media and advertisement

Are operative devices for awareness.

Factors influence consumer perception :

Wulandari and Kodrat (2015) identifies four stages of perception. They are sensory

system, attention, exposure, and interpretation. Unique sensory attributes lead to a

good reaction or sensation. Attention transpires when a stimulus triggers some

receptors sensory nerve sensations and outcomes are processed in the brain. Exposure

ensues when the stimuli come in an assortment of sensory receptors of a person.

Consumers pay attention to some individual stimulus that occasionally are not mindful

of others, and even disregard a few signals. Finally, interpretation is a consequence or

reactions offered by someone of what can be accepted. Interpretation from each other

is different, dependent on what they individually need. Solomon and Stuart (2005)

states three essential factors that play a role regarding consumer’s

perception: exposure, perceptive selection and interpretation.

1.Exposure :
After being exposed to a product, consumers identify the stimuli produced by the

product to their own sensory receivers.

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2.Perceptive selection :
At this stage, consumers concentrate more to some stimuli rather than the others.

3. Interpretation :
During this process, they attribute a specific importance to the stimuli. It is possible

to influence this interpretation process by numerous associations which consumers

make based on their experiences and needs. According to Pantano (2011) model of

consumer’s perception refers to a perception process of branded products which focus

on three factors

1. Consumer’s own characteristics (principles and religious views, ideas, lifestyle

etc.)

2. Product characteristics (physical attributes, brand, cost, etc.)

3. Place where it is sold (in terms of arrangement, product exhibition, etc.)

Top 10 Cosmetic Brands 'made in India':

The skin care and grooming industry in India is growing each and every day. With

both men and women getting more concerned about their appearance and looks,

the cosmetic industry is getting bigger and better. There are several Indian

cosmetic brands that have been on the market for ages catering the need of

customers. They have a huge customer base and also a varied range of products.

India’s cosmetic market is growing at a CAGR of 17.06% over a period of five

years. But choosing the right brand and product is like a Hercules job. We list

for you some Indian cosmetic brands that have been trustworthy over years and are

now a huge name everywhere. Let’s have a look!

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1. Lakme

Who doesn’t know about Lakme? This is one of the oldest one owned by

Unilever and was earlier owned by Tata on the request of Prime Minister

Jawaharlal Nehru. With likes of skincare products to makeup products Lakme

has a wide customer base and also is loved by several makeup artists. They

have multi range products keeping in mind the customer base from normal

priced ones to high range professional products.

2. Kama Ayurveda

Kama Ayurveda  was founded in 2002 and has gone on to become one of the most

recognisable Ayurvedic beauty brands in India. Each of their products have been

inspired by time tested Ayurvedic ingredients and contain 100% natural products.

The many beauty awards that have been showered upon Kama Ayurveda are testament

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to their excellency . In 2016, Nimrah Anti Acne Face Pack was awarded best face mask

by Elle India and their Brigandi Intensive Hair Treatment received the best hair oil at

Vogue Beauty Awards 2017.

3. Biotique

Not only are the ingredients in Biotique products fully organic and preservative-free

even their packaging is eco-friendly and can be recycled. Biotique employs a process

called cold extraction whereby all the active ingredients of the original plants are

preserved in the products, so that when applied on the body, it can reap wholesome

benefits. The Cucumber Pore Tightening Toner, Dandelion Ageless Lightening

Serum and Mountain Ebony Vitalising Serum for Falling Hair are their hero products.

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4. Colorbar

With a number of both international and homegrown brands pitted against each other,

the beauty industry in India is a tough segment to crack. It is to Colorbar’s credit that

even though they only entered the scene in 2005, when brands like L’Oreal, Revlon and

Lakmé had already found a firm footing, they’ve gone on to become one of the most

sought after make-up brands in the country. Colorbar’s lipstick range including Velvet

Matte Lipsticks and Kiss Proof Lip Stain aremuch in demand.

5. Lotus Herbals

Lotus Herbals is a well-known Indian brand producing over 250 skin care, hair care

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 and make-up products. They are a natural cosmetics company which believes in

integrating the ancient science of Ayurveda with modern innovations in beauty.

When the brand first started out in 1993, they were exclusively exporting their

products, but soon built a strong market in India as well. Lotus Herbals’ sunscreen

products are hugely popular and their 3-in-1 Matte Look Daily Sun block and Daily

Multi–Function Sun block are considered to be the best among them.

6. Shahnaz Husain

Founded by entrepreneur Shahnaz Husain in 1970, this is one of the oldest cosmetic

brands in India. The success of Shahnaz Husain has a lot to do with the fact that they

are constantly innovating themselves but without swaying from their Ayurvedic roots.

Among their wide range of cosmetic products, they have both classic gems which

have been with the brand since the very beginning, as well as newer favourites like

Oxygen Skin Cream. Women in India have sworn by Shahnaz Hussain’s 7 Step Anti

Ageing Treatment Facial .

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7. Coloressence:

Coloressence is a part of Nature’s Essence which was born in India itself. Their range

has many cosmetics for face, eyes, lips etc. All of the products are of really good

quality at affordable price. Every Indian woman can easily go with this range for

daily use.

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8. Forest Essentials

Forest Essentials is a luxury Ayurvedic cosmetics brand with a loyal user base. The

brand initially began with just handmade natural soaps but as they started becoming

popular, they quickly expanded to a diverse range of products. They use only the

purest of ingredients like raw cane sugar and organically grown cold-pressed oils.

Although most Forest Essential products have been well reviewed, their Advanced

Soundarya Age Defying Facial Serum with 24K Gold, Sanjeevani Beauty

Elixir and Hand Pounded Organic Fruit Scrub are the superstar products.

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9. Elle 18

Elle 18 is an affordable cosmetics brand targeted towards a younger crowd. Their

make-up range usually consists of bright colours and they also employ attractive

packaging. Elle 18’s standout products are the Colour Pop Lipstick range which are

not only vibrant but also use nourishing ingredients like cocoa butter and jojoba oil

for keeping the lips moisturised. Their Pops Nail Polish come in equally vivid shades

and are packaged in handy bottles which are easy to carry around.

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10 . Himalaya Herbals

Himalaya Herbals is a pioneering natural cosmetics brand founded in 1930. They are

one of the leading companies in India offering pharmaceutical-grade Ayurvedic

products. Himalaya Herbals are a research-based company, who use a multitude of

herbs, plants and fruits in all of their products. Well-known Ayurvedic ingredients

like turmeric, neem, chickpeas and basil all find their way into the various Himalaya

Herbals products. Their Purifying Neem Pack and Gentle Exfoliating Walnut

Scrub have remained customer favourites for a long time now.

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3. ANALYSIS AND INTERPRETATION :

Table No. 3.1 : Demographic Characteristic of Respondents.

Characteristics Sub Categories Number Percentage

Male 9 12.9

Gender Female 61 87.1

Total 70 100

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 Characteristics Sub Categories Number Percentage

Below 18 4 5.7

18- 20 27 38.6
Age

Above 20 14 20

Above 25 25 35.7

Total 70 100

Characteristics Sub Categories Number Percentage

Under graduate 40 57.1

Post graduate 21 30
Educational
qualification
School level 6 8.6

Diploma 3 4.3

Total 70 100

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 Characteristics Sub Categories Number Percentage

Urban 52 74.3
Area of
Residence
Rural 18 25.7

Total 70 100

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Table No. 3.2 : Do you use cosmetic products regularly

Sr. No. Questions Number of percentage

Respondents

1. Yes 38 54.3

2. No 32 45.7

Total 70 100

From the above table it is clear that 54.3 percentage of respondents use regularly

and 45.7percentage of respondents not use regularly.

45.7 yes
no

54.3

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 Table No. 3.3 : Preferred Places for Purchase of Cosmetics.

Number of
Sr. No. Place Percentage
Respondents

1. Permanent Stores 9 12.9

2. Shopping Malls 27 38.6

3. Nearby shops 14 20

4. Medical shops 3 4.2

5. others 17 24.3

Total 70 100

It is clear from the above table that first preference is given to shopping malls with

27 responses and followed by others with 17 responses and then by

nearby shops with 14 responses and then by permanent stores with 9

responses. The least preference is given to medical shops.

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 percentage

4.2
12.9

20
permanent stores
shopping malls
other
nearby shops
38.6 medical shops
24.3

29
Table No. 3.4 : Reasons for purchase from particular shop.

Number of
Sr. No. Particulars Percentage
respondents

1. Nearer to Home 7 10

2. Variety of Goods 20 28.6

3. Reasonable price 9 12.9

4. Quality Goods 32 45.7

5. Any other 2 2.8

Total 70 100

It is clear from the above table that first preference is given to quality goods with 32

responses followed by variety of goods with 20 responses and by reasonable price

with 9 responses and nearer to home shops with 7 responses . The least preference is

given to other shops.

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 2.8

28.6 quality of goods

nearer to home
45.7
reasonable price
variety of goods
any other
12.9

10

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Table No. 3.5: Frequency of Buying Cosmetic Products.

Number of
Sr. No. Frequency Percentage
respondents

1. Daily 1 1.4

2. When needed 44 62.9

3. Monthly 15 21.4

4. Yearly 2 2.9

5. Festivals 8 11.4

Total 70 100

The above table reveals that 62.9% of respondents buy cosmetics when needed, and

21.9% of them buy monthly, and 11.4 % of them buy on festivals. And very few of

them buy daily and yearly.

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 percentages
1.4
11.4

21.4

daily
monthly
2.9
yearly
when needed
festivals

62.9

33
Table No. 3.6 : Reasons of using Cosmetics.

Number of
Sr. No. Reason Percentage
Respondents

1. Good Looking 51 72.9

2. Fashion/Trend 5 7.1

To show oneself
3. 2 2.9
modern

4. Any other reason 12 17.1

Total 70 100

Above table reveals that 72.9% of the respondents use cosmetic for good looking,

17.1 % of the respondents use it for other reasons and 7.1% 0f the respondents use it

as a fashion / trend & only 2.9 % of the respondents use cosmetic to show

themselves modern.

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 percentage

17.1

2.9 good looking

7.1 fashion/trend
to show oneself modern
any other

72.9

35
Table No. 3.7 : Type of Product Preferred by Respondents.

Number of
Sr. No. Type of Products Percentage
Respondents

1. Natural 37 52.9

2. Chemical - -

3. Both 33 47.1

Total 70 100

Above table indicates 5.9% of the respondents preferred natural products, 47.1% of the

respondents preferred both types and no one preferred chemical products.

It means that today’s consumers are changing their attitude towards more healthier

& natural cosmetic products as a whole.

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 percentage

natural

chemical

both
47.1
52.9

37
 Table No. 3.8: Preferred Factors While Purchasing Cosmetics.

Number of
Sr. No. Factors Percentage
Respondents

1. Brand Name 22 31.4

2. Quality 40 57.1

3. Price 7 10

4. Any other 1 1.5

Total 70 100

Above table shows that 57.1% of the respondents give preference to quality of

product, 31.4% of the respondents consider brand name , 10% of the respondents

consider price of the product & 1.5% of the respondents consider other factors.

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 1.5
10

quality
brand name
price
31.4
57.1 other

39
Table No 3.9 : Factors influenced on Choice of Brand of
Cosmetics.

Number of
Sr. No. Particulars Percentage
respondents

1. Advertisement 15 21.4

2. Shop Display 5 7.1

3. Friends 27 38.6

4. Magazines 2 2.9

5. Doctor/Beautician 17 24.3

6. Impulse Buy 4 5.7

7. Total 70 100

Above data shows the factors that influenced respondents on choice of particular

brand. Friends , doctor/beauticians & advertisement suggestions were most influenced

factors whereas shop display , impulse buy & magazines were the least important

factors for choice of particular brand of cosmetics.

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 percentage

5.7 2.9
7.1 21.4
advertisement
friends
doctors/ beauticians
shop display
24.3
impulse buy
magazines
38.6

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Table No. 3.10 : Recommendation of Brand to Others.

Number of
Sr. No. Opinion Percentage
Respondents

1. Yes 44 62.9

2. No 26 37.1

Total 70 100

The above table shows that most of the respondents (i.e. 62.9%) recommend the

brand to others in case they were satisfied and 37.1% of the respondents do not

recommend the brand to others even they were satisfied.

percentage

37.1 yes
no

62.9

42
Table No. 3.11: Decision Maker While Purchase.

Number of
Sr. No. Decision Maker Percentage
Respondents

1 Family Head 5 7.1

2 Husband 1 1.5

3 Mother 11 15.7

4 Own 53 75.7

Total 70 100

The above table indicates that 75.7% of the respondents themselves make final

decision about the brand they purchase, 15.7% of respondents decision makers

were mothers, 7.1% of respondents decision makers were family heads, and

1.5% of respondents decision makers were husbands.

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 percentage

1.5
15.7

own
7.1
family head
mother
husband

75.7

44
 4.FINDINGS AND SUGGESTIONS :-

4.1 Findings:
 It has been observed that even though the cosmetic market is dominated
by female consumers, male consumers are coming at par with them.

 Majority of the respondents preferred to purchase products from the shop

that provide quality products with variety at reasonable price.

 Majority of the respondents preferred to purchase cosmetic products from

shopping malls, nearby shops ,& permanent stores as they feel it is easily
available and products are of good quality.

 Quality was found as a most important factor for purchase of cosmetics by

the respondents than price

 Most of the respondents are interested to recommend the product of others.

 It has been observed that in purchase decision, inspite of the impact of

mother, family members, and others , the actual decision to buy was taken
by the respondents on their own.

 It has been observed that most of the respondents are willing to use
natural cosmetic product

 It has been observed that most of the respondents are using cosmetic
products for their own good looking.

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4.2 Suggestions :

 In today’s world, the industry of cosmetic products is on its way for

touching the mountains and clouds. Its demand is increasing rapidly
due to its increased awareness among the customers. The companies,
corporations and the other sellers of the cosmetic products should
concentrate more to the female segments as it has been proved by
the results of the study that the females demand and buy the
cosmetic products more as compared to the other section. So,
companies should devise the policies and strategies to magnetize
more number of people in this segment for future .

 Most of the them still have the bad perception for the people who
use the cosmetic products on the regular basis. They feel that those
who use the cosmetic products, those who apply the heavy make ups
are not the nice people. Efforts should be made to change this
mind-set of the people by making them aware about its use. They
should realise that some people has to use cosmetic products out of
their job duty like the air-hostess has to do it because its works
demands that. While on the other hand, some are using because of
the hygienic factors that cosmetic products possess.

 The efforts should be made to aware the people regarding the

benefits of using the cosmetic products. They should be aware that
using some of the cosmetic products on the daily basis is useful in
the city like Delhi. Those products acts as a safety cover for the skin
protection against some serious problems like pollution.

 A proper communication should be created with doctors, beauticians

and should be involved in advertisement to make them more
attractive, affective and reliable.

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5. CONCLUSION :-

The modern market is highly competitive in nature. The consumer is the king

in the market. The importance gained by the individual consumer in the

present market compel marketers to look the buying habits, preferences, taste,

like and dislikes of consumers and accordingly they need to revise its policies

and marketing mix.

While purchase of cosmetic product, the consumers are found more

quality conscious preferred to purchase natural products, they wait for the

brand during non- availability, become emerging as important source of

information and inspite of impact of other factors, the actual brand decision

is taken by themselves.

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4. G.C. Beri, “Marketing Research”, 3rd Edition 2004, Tata McGraw Hill Pub. Company Ltd.,
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