High Involvement Product: Cosmetics

Customer Name: Shitanshu Priya

Place: Patna
Occupation: Housewife
Age: 32
Gender: Female
Product: Lakme Perfect Radiance Cream

 Questionnaire cosmetics

 Are you fond of buying cosmetic?

Yes, I am really fond of buying cosmetics.
 What generally you buy in it?
I usually buy Lakme Perfect Radiance cream
 How often you buy them?
I buy it once in a month
 Do you buy it randomly or plan it?
I buy it when I have used up the previous stock
 How you decide which place to purchase?
I purchase the product from the shop that I usually purchase all
the cosmetics
 You go alone or ask a friend/family member to join you?
I go alone
 You follow specific brand or try multiple options at store?
I follow the same brand every time
 Evaluation of alternatives? (How you do it?)
Since, I use the same product every time, so there is no need for
me to evaluate the options
 What is the motivation behind purchase? Did it solve some
problem? Was it skin-care?
I started using this product because I had oily skin and this Lakme
product helped me keeping my skin dry and it also it contains
SPF24 which protects the skin from UV rays.
 Who use to influence you for purchase? (Influencer?)
TV Ads
 How many times it has happened that others have influenced
your decision?
While buying in the initial days, I was influenced by the TV Ads and
after using the product, now there is no influence of anyone on
my purchase since I found the product useful and I have faith on
it.
 Did the price of cosmetic affect your purchase?
No, the price doesn’t affect my purchase till I am getting the right
product for my skin.
 You brand preference varied because of price?
No
 Offers on particular brand will shift your purchase decision, if it
was a repeat purchase?
No, it won’t shift my purchase decision
 Others influence (family, friends and colleagues) on the decision-
making process
No
 Some of fancy cosmetic which you want to buy but you don’t
buy because you have never tried it? Are you motivated to try
them? Why?
I wanted to buy Olay Natural white cream but I didn’t make the
purchase because I didn’t use it because I was not sure whether
the product would be a good fit for my skin. Also, I have been
using Lakme cream and I am very satisfied with the results. I am
not motivated to buy them.
 Even after trying them do, you make purchase or not? What
stops you? Culture? Family background?
I didn’t try it. But if I would have tried and found that useful, I
don’t think culture or family background will stop me from doing
that.

Customer Profile: 2
Age- 32, Female, Housewife, Income- Same as family income
Observations from the interview

The customer is fond of buying cosmetics and usually buys after the end of
previous stock. There is no planning involved in her purchase and buys from
the same store every time she runs out of stock. The utility of product is a
major criterion behind her purchase. She likes to shop alone and doesn’t
seem to be influence by her family or friends. She has developed trust in a
particular brand and doesn’t look for other alternatives in the store. Price
doesn’t impact her decision for buying nor does offer on other products. TV
Ads are influencers in her purchase decision, however when she has used the
product and found it useful, then she is not impacted by other things .

Price effects: - Price doesn’t seem to have much impact on her purchase
decision. She has developed trust in the product with the kind of utility it is
providing her. She will not make a shift in her buying decision based on price.

Preferences: - Prefers to buy based on her skin type and the ingredients of
the product. She also prefers to have some extra benefits from the product
like in this case the Lakme Radiance cream is good for her oily skin but at the
same time it protects from the UV rays which is reason for her preference to
this product.

Mode of purchase: - She prefers to buy offline from the same store where
she usually makes her purchase. She also prefers to go alone while making
purchase of cosmetics.

Impact of culture: - Culture doesn’t seem to impact to buy in this category.

She makes her purchase on her own.