A

MAJOR PROJECT REPORT

ON

“CUSTOMER SATISFACTION TOWARDS LAKME BEAUTY PRODUCTS”

Submitted In Partial Fulfillment of the Requirement for Bachelor of Business

Administration (2017-20)

Under The Guidance Of

Ms. Chabhi Gupta

SUBMITTED BY

ANMOL RANA

ENROLLMENT NO

01115501717

BBA (A) 6​th​ Semester

Batch: 2017-20

NEW DELHI INSTITUTE OF MANAGEMENT, AFFILIATED TO GURU GOBIND SINGH

INDRAPRASTHA UNIVERSITY, MEHRAULI-BADARPUR ROAD, DELHI-110062

TABLE OF CONTENTS
S.NO. TOPICS Page No

1. Student Declaration
2. Certificate from guide

3. Acknowledgment

4. Executive summary

5. List of figures and graphs

6. Chapter-1: Introduction

7. Chapter-2: Company Profile

8. Chapter-3: Objective of the study

9. Chapter-4: Literature Review

10. Chapter-5: Research Methodology

5.1 research design
5.2 Sampling Method
5.3 Tools for data collection
11. Chapter-6: Data Analysis and Interpretation

12. Chapter-7: Findings and suggestions

13. Chapter-8: Limitations

14. Conclusion

15. Bibliography

16. Annexure
 STUDENT DECLARATION

I hereby declare that the project entitled “​Customer Satisfaction towards the LAKME
Beauty Products” ​under the guidance of “​Ms. Chabhi Gupta​” submitted in the partial
fulfillment of degree of Bachelor of Business Administration 6​th​ semester from “​NEW
DELHI INSTITUTE OF MANAGEMENT​”. This is my original work and this project
work has not formed the basis of the award of degree to the best of my knowledge.

Name: Anmol Rana

Enrol. No. : 01115501717
Course: BBA (A) VIth SEM

Place: New Delhi

Date:
 CERTIFICATE FROM GUIDE

This is to certify that project title ​“CUSTOMER SATISFACTION TOWARDS THE

LAKME BEAUTY PRODUCTS”​ is the original work of ​ANMOL RANA (01115501717)
student of ​BBA (general) 6​th​ ​semester and has duly completed her project under my guidance
and supervision up to my satisfactory level.

This work has been done in partial fulfillment of the requirement for the award of the degree
of ​Bachelor of Business Administration​ from ​NDIM (New Delhi Institute Of
Management) New Delhi ​and has not been submitted anywhere in any other university for
the award of any degree.

(Signature of guide)

Asst Professor, NDIM .

 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regard to director ​Dr. R.K.Garg​, New Delhi Institute
of Management , GGSIP University ,New Delhi for imparting us very valuable professional
training in BBA .

I pay my gratitude and sincere regards to ​Ms. Chabhi Gupta​. My project Guide for giving
me the cream of her knowledge. I am thankful to her as she has been a constant source of
advice, motivation and inspiration. I am also thankful to her giving her suggestion and
encouragement through out the project work.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me an environment, which enhanced my knowledge.

Date:

Name: ANMOL RANA

Enroll.no. ​01115501717

Course: BBA (6th SEM)

(Signature of the Student)

EXECUTIVE SUMMARY.
 CHAPTER -1
INTRODUCTION

1.1 About the industry

1.1 ABOUT THE INDUSTRY

Cosmetics (makeup or beauty products) are mixtures of different chemical compounds

generally used to enhance the appearance or odor of the human body. The cosmetics
products that are predominantly available and used by individuals are sun care, skin care,
hair care, deodorants, makeup & color cosmetics, and fragrances. These products are
offered primarily through retail stores and online portals. The world cosmetics market is
expected to grow at a CAGR of 4.3% from 2016 to 2022.​ T
​ he world cosmetics market is

segmented on the basis of category, mode of sale, gender, and geography. The category
segment includes skin & sun care products, hair care products, deodorants, makeup &
color cosmetics, and fragrances. Among these products, skin & sun care and hair care are
majorly used products and hold a considerable share in global cosmetics market. The
mode of sale comprises retail and online sale, where retail mode is further classified into
general departmental store, supermarkets, drug stores, and brand outlets. Customers
majorly prefer the retail mode of sale while buying cosmetic products. However, online
medium for the purchase of cosmetic products is observed as a rising trend, worldwide.
Geographically, the cosmetics market is segregated into North America, Europe,
Asia-Pacific, and LAMEA. Asia-Pacific and Latin America Middle East and Africa
(LAMEA) are the prominent growth markets.

INDIAN COSMETICS INDUSTRY

Indians have had a long heritage of using cosmetics and beauty products. Past generations
used home/backyard products like turmeric, sandalwood paste, lemon and aloe Vera gel for
beautification and personal care which lost their charm in the advent of chemical
formulations. They are making a comeback especially in the premium segments which
market a chemical-free beauty routine. Owing to increased demand, a large number of local
as well as international manufacturers like Lakme, Loreal, Shahnaz, Mac, Oriflame etc. have
gradually extended their product range pan-India.

The cosmetics industry has become a force to reckon with, after the 1991 liberalization and
the victories of many Indian women in international beauty pageants,. Aesthetic makeup
products, used since the olden days, have helped India fast-track its race to the position of the
largest cosmetics consuming country in the world. By 2020, the cosmetics consumption in
India will be 5% of total world cosmetics consumption. Indian homegrown cosmetics
companies, especially herbal brands such as Himalaya, Forest Essentials, Juicy Chemistry
and Patanjali, are also establishing their overseas footprints.

The Indian cosmetics industry is majorly categorized into skin care, hair care, oral care,
fragrances, and color cosmetics segments. It currently has an overall market standing of USD
6.5 billion and is expected to grow to ~ USD 20bn by 2025 with a CAGR of 25%. In
comparison, the global cosmetics market is growing steadily at 4.3% CAGR and will reach
~USD 450 billion 2025. This means that by 2025, India will constitute 5% of the total global
cosmetics market and become one of the top 5 global markets by revenue.

AYURVEDIC AND HERBAL COSMETICS

Generally herbal cosmetics are also referred to as natural cosmetics. Herbal cosmetics are
formulated, using different cosmetic ingredients to form the base in which one or more herbal
ingredients are used to cure various skin ailments. Plants are highly used for development of
new drug products for cosmeceuticals and pharmaceutical applications [​1​]. Herbal cosmetics
are the products in which herbs are used in crude or extract form.

Herbal Cosmetics, referred as Products, are formulated, using various permissible cosmetic
ingredients to form the base in which one or more herbal ingredients are used to provide
defined cosmetic benefits only, shall be called as “Herbal Cosmetics”. Herbs do not produce
instant cures. They offer a way to put the body in proper tune with nature [​3​]. A huge number
of cosmetic and toiletry formulations have been designed and developed based u p o n Indian
Herbs recently. Other than traditionally documented applications, some modern trials have
also been using the utility of Indian herbs in Personal Care products. The demand of ​herbal
medicines​ is increasing rapidly due to their skin friendliness and lack of side effects. The best
thing of the herbal cosmetics is that it is purely made by the herbs and shrubs and thus is
side-effects free. The natural content in the herbs does not have any side effects on the human
body; instead provide the body with ​nutrients​ and other useful minerals

Consumers worldwide are going green and this is especially true in the cosmetics market.
Over the last few years, growth in the market for cosmetics has been driven by products that
use natural or herbal components. The market share of natural based products has been
increasing gradually. Companies are increasingly feeling pressurized to focus on
sustainability and reduce their environmental footprints. Consumers are more aware and
better informed than ever before. They are becoming conscious of the ingredients that go into
the products that they use and are averse to chemicals that are known to cause side effects.
On the supply side, companies are engaging in advanced research of plant-derived peptides,
encapsulated actives, active plant stem cells, complex extraction processes and clinical testing
to deliver products that are acceptable to the well-informed customers.

Indians have been traditionally inclined toward natural products for their beauty needs. India
has a history and knowledge of using natural products. While consumers in the rest of the
world have to be educated about the benefits of natural herbs, this knowledge is well
inherited in India from generations. The need is for companies to translate the ancient
ayurvedic recipes into modern easy to use formats with superior quality.

During the last decade, the herbal beauty care business has emerged as the new growth
frontier for beauty business in India. The emphasis has been on the spectacular growth of the
herbal and ayurvedic beauty products business. Today, the Indian cosmetics industry has a
plethora of herbal cosmetic brands like Forest Essentials, Biotique, Himalaya, Blossom
Kochhar, VLCC, Dabur and Lotus; and many more are adding to the list. In addition to a
widening base of consumers, color cosmetics and anti-aging and anti-wrinkle creams are
expected to be the future drivers of growth in this segment.

The market for ayurvedic cosmetics products in India is expected to grow at a rapid pace over
the coming decades. The market is only beginning to get populated with ayurvedic brands
and it will be a while until it gets too crowded. Ayurvedic manufacturers are investing in
research and constantly coming up with new and innovative technology and products that are
resulting in better and more effective ayurvedic cosmetics. Ayurvedic cosmetics are still
competing with synthetic products and they need to strive to ensure quality that is similar to
synthetic brands.

Advantages of Herbal Cosmetics over Synthetic

Herbal cosmetics are the modern trend in the field of beauty and fashion. These agents are
gaining popularity as nowadays most women prefer​ ​natural products​ over chemicals for
their personal care to enhance their beauty as these products supply the body with nutrients
and enhance health and provide satisfaction as these are free from synthetic chemicals and
have relatively less side-effects compared to the synthetic cosmetics.

Following are some of the advantages of using natural cosmetics which make them a better
choice over the synthetic ones:

● Natural products

● Safe to use

● Compatible with all skin types

● Wide selection to choose from

● Fits your budget

 ● Not tested on animals

● No side effects

Herbs Used in Cosmetics

● Sunflower oil Calendula

● Jojoba oil Turmeric

● Olive oil Amla

● Aloevera Shikakai

● Rhodiola rosea-Rhodiola rosea Rose oil

● Carrot Eucalyptus oil

● Gingko Tamarind

● Henna Vitamin C

● Neem Vitamin E

Leading Herbal Beauty Brands To Know From India

● Shahnaz Husain
● VLCC
● Biotique
● Himalaya Herbals
● Lotus Herbals
● Khadi Natural
● Vaadi Herbals
● Forest Essentials
● Ayur Herbals

Chemical Cosmetics Industry

 Cosmetics are products designed to cleanse, protect and change the appearance of
external parts of our bodies.

The key ingredients present in most cosmetics include water, emulsifiers,

preservatives, thickeners, moisturisers, colours and fragrances.

Ingredients can be naturally occurring or artificial, but any potential impact on our
health depends mainly on the chemical compounds they are made of.

The doses of potentially dangerous chemicals found in cosmetics are considered too
small to pose a risk to human health.

In Australia, cosmetics and their ingredients are highly regulated by several

government agencies.

What do Cosmetics Contain?

There are thousands of different cosmetic products on the market, all with differing
combinations of ingredients. A typical product will contain anything from 15–50 ingredients.

● Water
● Emulsifiers
● Preservatives
● Thickeners
- Lipid thickener
- Naturally derived thickeners
- Mineral thickeners
- synthetic thickeners
● Emollient
● Coloring Agent
● Glimmer and shine
Commonly Used Chemicals in Cosmetics

● ALS-Ammonium Sulphate
● Talc
● Formaldehyde
● Alcohols
● Lanolin
● Mineral oil/waxes
 CHAPTER 2

​COMPANY PROFILE
​2.1 About the company

Lakmé​ is an Indian ​cosmetics​ brand which is owned by ​Hindustan Unilever​. Having ​Kareena
Kapoor​ and ​Ananya Pandey​ as the ambassador, it ranked at number 1 among the cosmetics
​ [3]​
brands in India. [2]​ ​ [4]​ Lakme started as a 100% subsidiary of ​Tata Oil Mills (Tomco)​. It was
named after the ​French​ ​opera​ ​Lakmé​, which itself is the French form of ​Lakshmi​ (the
goddess of wealth) who is renowned for her beauty. It was started in 1952 famously, because
then Prime Minister Jawaharlal Nehru was concerned that Indian women were spending
precious foreign exchange on beauty products and personally requested ​JRD Tata​ to
 manufacture them in India.​[5]​ ​Simone Tata​ joined the company as director and went on to
become the chairperson.​[6]​ In 1996, Tata sold off their stakes in Lakmé Lever to ​HUL​, for Rs
200 Crore​[7]​(45 million US$).
In the ​Brand Trust Report​ 2012, Lakme was ranked 104th among India's most trusted brands
and following year it was ranked 71st on the list. In 2014, Lakme was ranked 36th among
India's most trusted brands according to the ​Brand Trust Report​ 2014.​[8]​ The company is the
title sponsor for ​Lakme Fashion Week​ (LFW) a bi-annual fashion event which takes place in
Mumbai.​[9]
● Lakmé is the country's first cosmetic brand to introduce makeup to Indian women and takes
pride in being the Indian beauty expert for over 65 years.
● It is a complete beauty brand spanning colour cosmetics & skin care and extends to beauty
services through the network of Lakmé Salons.
● Its bond with beauty and fashion is manifested through the Lakmé Fashion Week, which is
now the largest fashion event of its kind in the country.

Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand
was born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped
into what would grow to be amongst the leading, high consumer interest segments in the
Indian Industry - that of skincare and cosmetic products. Armed with a potent combination of
foresight, research and constant innovation, Lakme has grown to be the market leader in the
cosmetics industry. Lakme today has grown to have a wide variety of products and services
that cover all facets of beauty care, and arm the consumer with products to pamper herself
from head to toe. These include products for the lips, nails, eyes, face and skin, and services
like the Lakme Beauty Salons.

A little bit of Lakmé history​:

In 1995, Lakmé Ltd (a Tata Group company) and HLL formed a 50:50 venture Lakmé Lever
that would market and distribute Lakmé's products. In 1998, Lakmé sold its brands (and the
50 per cent it owned in the JV) to HLL, renamed itself Trent and entered a different business
(retail). Only, the years between 1995 and 2000 saw HLL wrestling with several issues with a
bearing on Lakmé's future. A brand that has over 5 decades talked of beauty is none other
than Lakmé. Launched in 1952, it offered a range of cosmetics with nail polishes & lipsticks
from the early 80’s. Lakmé also understands the importance of maintaining and accentuating
a women’s natural beauty, for this it has introduced a range of skincare products from 1987.
These ranges have been constantly innovated to bring specialized beauty care and complete
the range for the definitive women.

A brand that has over 5 decades talked of beauty is none other than Lakmé. Launched in
1952, it offered a range of cosmetics with nail polishes & lipsticks from the early 80’s.
Lakmé also understands the importance of maintaining and accentuating a women’s natural
beauty, for this it has introduced a range of skincare products from 1987. These ranges have
been constantly innovated to bring specialized beauty care and complete the range for the
definitive women.
 Chopra accepts that distribution has been the company's Achilles heel for some time: ''The
supply-chain hasn't been as robust as it should have been, but that has been the result of our
efforts to​ ​reposition and reintroduce the brand.'' The positioning bit, although complex, is
clear: Ponds is Lever's primary skincare brand; Lakmé, its aspirational colour cosmetics
brand, which also has a presence in skincare.

The 'aspirational' qualification would mean Lakmé would compete at what the company
terms the 'upper-mass' (premium) end of the colour cosmetics spectrum (products priced
between Rs 85 and Rs 250) where a slew of competitors, ranging from Revlon (through Modi
Revlon) to Chambor, are already slugging it out. Says Meghna Modi, 26, Executive Director,
Modi Revlon: ''The numbers say it all. According to ORG-MARG's retail audit, we have an
84 per cent share of the premium end of the colour cosmetics market.'' Chopra is quick to
rubbish this claim; he says ORG-MARG does not have a representative sample of the 60,000
outlets through which colour cosmetics are sold in India.

Still, it is conceivable that Lakmé's new-found aspirational strategy could have been brought
about by competitors like Revlon and Maybelline, which targeted this segment. Indeed, the
company's non-transfer lip-colour range follows in the wake of Maybelline's launch of a
similar range, and its new nail-enamel colours come soon after Maybelline and Revlon
launched their nail-enamel range. The company's defense is that it takes at least 15 months
from the conceptualization to the actual launch of products.

And fashion consultants like Meher Castelino believe the brand commands an edge at the
high-end: ''By appropriating the fashion platform for itself, Lakmé has entrenched itself at the
glamour-end.''

SWOT ANALYSIS Of LAKME

Strengths ​:

local brand of specific relevance to India.

Strong R&D capability, well linked with business.
Integrated supply chain and well spread manufacturing units.
Ability to deliver Cost Savings.
Access to Unilever global technology capability and sharing of best practices from
other Unilever

Weaknesses ​:
 Price positioning in some categories allows for low price competition.
Varying quality range in its products.
Falling Quality of Lame salons

Opportunities ​:

Brand growth through increased consumption depth and frequency of usage across all
categories.
Upgrading consumers through innovation to new levels of quality and performance.
Building brand image by collaborating with top designers in Lakme Fashion week

Threats ​:

Aggressive price competition from local and multinational players.

Spurious/counterfeit products in rural areas and small towns.
Non Existence of brand image in long Run

Everything a girl wants

Lakmé has a wide range of products in color cosmetics that bring visible results. To add to
this vast repertoire is a range of specialized skin care products for the discerning women.
Keeping skin looking healthy and glowing is also a part of looking great. Lakmé provide the
complete package with the skin care range and the wide range of colors to spice up the look.

Lakme products
Colours
From the spicy shades to the flattering look, Lakme offers a range of products in the face,
lips, eyes and nail segment for the beauty aficionados.
Face
Lakmé Daily Wear Soufflé ,Lakmé Perfecting liquid Foundation - Lakmé Radiance
Compact , Lakmé Flawless Matte Complexion Compact

Lips
Lakmé Enrich Lipcolor - . Perfecting Definition Lip Pencil - Starshine Lipgloss - Glosses in
lustrous shades available in 14 shades.

Eyes
From dramatic to natural look- a wide range of products are on offer to create the perfect
eyes.

1. Lakmé Kajal:
2. Lame Insta Eyeliner eyelids
3. Lakme Lakmé Shimmer Eye Cube:

Nails
True Wear Nail Enamel -Nail Enamel with Lacquer-like finish. Contains resins and silicone
with colour lock technology that gives brilliant long lasting shine

Skin
For radiant skin Lakmé is there to pamper your skin with specialized products for the diva in
you.

Cleansing
Strawberry Silk Splash Face Wash , Lakmé Fundamental Deep Pore Cleansing Milk -

Moisturizing
1. Lakmé Fundamental Peach Milk Moisturiser skin.

2. Lakmé Fundamental Winter Care Lotion -

Sun​ ​Protection
The range comprises of lotions to keep your skin healthy and younger looking.
 CHAPTER-3

OBJECTIVE OF THE STUDY

​OBJECTIVES OF THE STUDY

1. To study the consumer preference towards COSMETICS.

2. To know the opinion of consumers toward LAKME product.
3. To find the satisfaction level of consumers towards LAKME.
4. To study the loyality of respondents towards LAKME products.
5. To study the respondents awareness towards LAKME.
 CHAPTER-4

LITERATURE REVIEW

​LITERATURE REVIEW

What is Customer Satisfaction​?

Customer feedback surveys or customer satisfaction surveys are an important tool to gauge
how a company is doing in providing products and services to its customers. They help
businesses gain better understanding of customer needs and concerns so that wherever
required, steps can be taken to improve customer service and makes products and services in
line with customer requirements. By monitoring such surveys and valuable customer
feedback, companies are able to achieve customer retention, increase customer loyalty
thereby resulting in increases revenues.

Successful companies achieve success through implementing customer feedback. Such

strategies make customers realize that their opinions and comments are taken seriously and
helps to foster lifelong relationships. Change is what is required even for the most successful
companies and stant innovations are required to keep up with customers’ needs.

Purpose

"Customer satisfaction provides a leading indicator of consumer ​purchase

intentions​ and ​loyalty​." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing ​currently,​
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers
will make further purchases ​in the future.​ Much research has focused on the
relationship between customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related
to satisfaction is willingness to recommend. This metric is defined as "The percentage of
surveyed customers who indicate that they would recommend a brand to friends." When a
customer is satisfied with a product, he or she might recommend it to friends, relatives and
colleagues. This can be a powerful marketing advantage.) "Individuals who rate their
satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by
making negative comments about it to prospective customers. ​Willingness to recommend​ is a
key metric relating to customer satisfaction."

Innovations are required to keep up with customers’ needs.

Benefits of customer feedback surveys

Provides feedback on current satisfaction​ – this is the primary benefit that helps gather
information about customer thoughts etc. No matter how valuable a product or service or the
level of faith customers have in a company, it is extremely essential to ‘have a finger on the
pulse’.

Tracks changes in feedback or surveys​ – by repeating surveys at frequent intervals using

the same questions or survey points and comparing the data with previous surveys, any
slip-ups in satisfaction levels are quickly brought to notice.

Shows customer commitment​ –​ ​surveys are a great way​ ​of showing the customer that the
company is committed to ensuring quality service at all times. Many companies fail when
they take customers for granted; customer surveys constantly remind the customer that the
company is doing its best.

Functions as a roadmap for business investments​ – customer feedback helps companies

design products and services better by giving valuable inputs to R&D teams. Just believing
that every new product will automatically create customer interest is a vital aspect that
companies should not believe it. Investing huge sums of capital in specialized equipment and
creating new production lines for products that don’t fly off the shelf is a big gamble even
large companies should not be willing to take.

Acts as a real-time warning alarm​ – timely feedback provides invaluable insight into client
dissatisfaction before things get out of hand. Today tech advances and communication
networks are vastly improved and have brought the company and the client closer than ever
before. By being proactive, customers can engage with loyal customers on social media
networks for endorsements and testimonials and also complaints which can help to gain
control of even a bad situation before it turns worse.

Negatives of customer feedback surveys

Customer burnout​ – filling surveys are disliked by most customers although most are easy
to complete. And if surveys are done too often, it creates ‘customer burnout’, which could
result in lower satisfaction levels for companies in spite of following excellent business
models.

Issues of ‘being tracked’​ – although surveys always insist that they are anonymous, there is
much debate about customer’s personal data being tracked and misused. Hence customers
hesitate to give information fearing that they could be at the receiving end of unsolicited
promotional emails and calls. W​hen the business does not provide its customers ample
assurance that they will not be targeted directly, the surveys fall flat and fail to get ​required
responses​.
 CHAPTER-5

RESEARCH METHODOLOGY

5.1 Research Design

5.2 Sampling Method

5.3 Tools of data collection

RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
This chapter deals with the methodology adopted in conducting the study. The chapter is
organized as follows; research design, sources of data, population and sampling, research
instrument (data collection technique), administration of instrument and analysis of data.

The project is a systematic presentation consisting of the enunciated problem, formulated

hypothesis, collected facts of data, analysed facts and proposed conclusions in form of
recommendations. The data has been collected from the primary sources.

5.1 Research Design

The research was based on assessing customer satisfaction . The design was an exploratory
study which used closed observation in analysing customer satisfaction .

The study was based on the use of questionnaires. These approaches were used because they
were satisfactory tools for collecting data for the sample population to investigate the topic
under study.

A research design is the arrangement of the condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

A research design is the specification of methods and procedure for acquiring the information
needed to structure or to solve problems. It is the overall operation pattern or framework of
the project that stipulates what information is to be collected from which source and be what
procedures.

What is study about?

What is study being made?

Where will the study be carried out?

What type of data is required?

Where can the required data be found?

What will be the sample design?

Technique of data collection.

How will data be analysed?

5.2 Sampling Techniques

The simple random sampling technique was used to select respondents from the market. This
is basically because the population will have an equal chance of being selected. Significantly,
the purposive sampling technique, which is a non-probability sampling technique, was used
to select respondents. This was because the researcher wanted to deal with only typical cases
based on the objectives of the study.

Sources of Data

Both primary and secondary source of data were used in conducting the research.

Primary Sources

In getting primary data there are several approaches available to gathering data. In order to
collect reliable and valid information, the researcher goes to the market place and collect data
from different user. The method used in collecting the primary data was questionnaire.

Questionnaires

The purpose of using questionnaire was to identify and assess the effect of customer
satisfaction. A set of questionnaire was prepared with open – ended questions.

Secondary Sources
The study also made use of secondary data in collecting information. The sources of the
secondary data include books, internet search, articles, and journals among others. This
helped to identify how others have defined and measured key concepts, the data sources that
of others used and this helped to discover how this research project is related to other studies.

Sample Size

A sample size of 30 was chosen from the market. This was based on the customer satisfaction
and to ensure that the sampled was representative enough to draw conclusion through pie
chart.

5.3 Data Collection Instruments

I used questionnaire. The researcher prepared the questionnaires to be responded by the

consumers. The questions were designed to make the purpose of the study successful after the
results have been ascertained. This instrument gave expected information about the consumer
behaviour.

Administration of Instruments

Copies of the questionnaire were distributed to consumers at market place. After some time, I
went back and collected the answered questionnaires. I explained the questions to the
respondents thoroughly after copies of the questionnaire were given them. The purpose of
this was to help the respondents to understand the purpose of the research, and to do away
with suspicions, partialities and also to be able to provide their independent opinions on the
questionnaire items given them. To have a valid and reliable data, it was ensured that the
questions were well formulated which allows error minimization.

Data AnalysiS​The collected data were statistically analysed, using the pie-chart and tables.
Representations like tables and charts were used to ensure easy and quick interpretation of
data. Responses were expressed in percentages. Data from the completed questionnaire were
checked for consistency. The items were grouped based on the responses given by the
respondent. This method was used because it is the best instrument to identify, compare,
describe and reach a conclusion.

CHAPTER-6

DATA ANALYSIS AND

 INTERPRETATION

Data analysis and interpretation is based on the questionnaire and pie chart.

Analyzing survey is an important and exiting step in the survey process. It is the time
that you may reveal important facts about customers, uncover trends that you might
not otherwise have known existed, or provide irrefutable facts to support your ideas.
By doing in-depth data comparisons, you can begin to identify relationships between
various data that will help you understand more about respondents, and guide you
towards better decisions.

DATA ANALYSIS
GENDER NO. OF RESPONDANTS
FEMALE 100

AGE GROUP
UNDER 16 1
16-25 18
25-35 72
35 ABOVE 9
QUESTIONNAIRE
1. DO YOU USE COSMETICS?
a. YES
b. NO.
INTERPRETATION​: It is interpreted that 90% of women candidates use cosmetics while
10% does not use cosmetics. The total no of candidates for the questionnaire were 100.

2. WHEN DO YOU USE COSMETICS?

a. AT PARTIES AND OCCASIONS.
b. ALWAYS
c. WHEN I WANT TO
d. OUTSIDE HOME.
 INTERPRETATION​: It is interpreted that 70% women use make up while
going to parties and occasions, 25% use make up always, 4% when they want
to and remaining 1% while going outside​.

3. HOW MUCH DO YOU SPEND ON THE COSMETICS IN A MONTH?

a. LESS THAN 200
b. BETWEEN 200-400
c. 400-800
d. MORE THAN 800
INTERPRETATION​: It is interpreted that 50% spend less than 200 rupees in a month on
cosmetics, 20% spend between 200-400 and between 400-800. Last but not the least, 10%
spends more than 800 a month on cosmetics.

4. ARE YOU A LAKME CUSTOMER?

a. YES
b. NO
 INTERPRETATION​: It is interpreted that 63% love to use lakme products
and 37% don’t prefer to use those products.

5. WHICH OF THE FOLLOWING PRODUCTS OF LAKME YOU HAVE BEEN

USING?
a. MASCARA
b. COMPACT
c. KAJAL
 d. HAIR SPA

INTERPRETATION​: It is interpreted that 6% use mascara, 60% use

compact, 30% use kajal and remaining 4% use hair spa.

6. ARE YOU SATISFIED WITH LAKME PRODUCTS?

a. SATISFIED
b. VERY SATISFIED.
c. DISSATISFIED
 d. VERY DISSATISFIED

INTERPRETATION​: It is interpreted that 70% are satisfied, 12% are very

satisfied, 8% are dissatisfied and 10% are very dissatisfied​.

7. IN DEALING WITH MAKE UP, WILL YOU TAKE CHANCE WITH YOUR
SKIN FOR EXPERIMENTING THE PRODUCTS OF LAKME?
a. AGREE
b. AGREE LITTLE
 c. NEITHER AGREE NOR DISAGREE
d. DISAGREE

INTERPRETATION​: It is interpreted that 70% agree, 15% agree little, 10% neither agree
nor disagree and 5% disagree to experiment lakme products for a change​.

8. WHAT WERE THE REASONS FOR YOU TO CHOOSE LAKME

PRODUCTS?
a. CHEAP PRICE
 b. BRAND NAME
c. QUALITY
d. ADVERTISEMENT

INTERPRETATION​: It is interpreted that5% choose products due to its

cheap price, 70% choose due to its brand name, 10% choose due to its quality
and 15% choose due to its advertisement.

9. FROM WHICH SOURCE DO YOU GET TO KNOW ABOUT LAKME

PRODUCTS?
a. NEWSPAPER
 b. TELEVISION
c. DIRECT SALE EXECUTIVE
d. INTERNET

INTERPRETATION​: It is interpreted that people get to know about lakme

products through newspaper(15%), television(70%), dse(5%) and
internet(10%).

10. ARE YOU SATISFIED WITH THE PROMOTIONAL OFFERS OF LAKME?

a. YES
b. NO.
c. CAN’T SAY

INTERPRETATION​: It is interpreted that 80% are satisfied, 15% are not

satisfied and 5% can’t say about the promotional offers satisfaction of lakme
products.
11. DO YOU FIND AVAILABILITY OF LAKME PRODUCTS NEAR YOUR
STORES EASILY?
a. EASILY
b. VERY EASILY
c. DIFFICULT
d. VERY DIFFICULT

INTERPRETATION​: It is interpreted that lakme products are available very

easily(45%), easily(20%), difficult(30%) and very difficult(5%) in the market
or near respective stores​.
12. WHAT IMPROVEMENTS DO YOU SUGGESTS TO LAKME FOR ITS
PRODUCTS?
a. REDUCTION IN PRICE
b. EASILY AVAILABLE
c. IMPROVE OFFERS
d. OTHERS

INTERPRETATION​: It is interpreted that various people want various

improvements as per their requirement.
 ​CHAPTER 7
​FINDINGS​ ​AND
​SUGGESTIONS
 FINDINGS:

1. In today’s world makeup has become important for people and almost 90% of women use
makeup and beauty products.
2. LAKME is one of the market leader across all age group in the market.
3. People are satisfied with the quality of LAKME.
4. Many people are brand loyal to LAKME..
5. People are aware of all product ranges of the LAKME brand.
6. Most of the respondents are happy with the products of LAKME.

SUGGESTIONS​:

1. More affordable cosmetics products must be launched. This will attract more of
young and old women towards it and will further increase the market share of the
company.
2. Revlon should not just limit itself to serve only women but also the male population
as it will help the company to attract more customers.
3. Revlon should work in creating more awareness about its products to the people.
4. It would be wise for the company to target young people and grow along with them as
they are the nation prospers.
5. Revlon can start contests for free makeover of the women as it will help them create
brand loyalty towards them among customers.
CHAPTER- 8

LIMITATIONS
 Limitation of the Study:

Following are the important limitations faced during the research work; these
limitations always pose a challenge to the research
1. The study was conducted in few areas of GURUGRAM. Hence the study may not be
useful for projection of behavioral aspect of customers of other cities.
2. Money virtually fall short of what ideal field work would cost and may require
shortcuts for the validity of findings.
3. People lack the time so they did not take interest in Filling questionnaires
4. Limited time of working and cost involved can be considered as one of the important
limitation.
5. Limited people cannot represent the views of all the people using cosmetics and the
specified brand.
 CONCLUSION

CONCLUSION:

1. The project gives us in-depth knowledge and information about the LAKME
Company and the cosmetics industry.
2. Consumer behavior and satisfaction, it helped to know that what actually is
consumer satisfaction and what are the factors and behaviors that affect the
satisfaction and perception of people regarding any specific product or brand.
3. Through the project we got to know that there is high competition in the cosmetics
industry.
4. Cosmetics industry in India and herbal cosmetics- this section helped in knowing
that cosmetics is not a new concept in India cosmetics have been used by Indian
way before these new brands came to India.
5. There are many leading brands that are giving cut throat competition to LAKME
products.
 ​BIBLIOGRAPHY

BIBLIOGRAPHY

1. https://redseer.com/wp-content/uploads/2017/10/118-Cosmetics-Industry-Report_Fin
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2. https://www.alliedmarketresearch.com/cosmetics-market
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4. https://www.lotusherbals.com/about-us#secondPage
5. https://www.forbes.com/sites/tarandipkaur/2018/04/20/leading-herbal-beauty-brands-t
o-know-from-india/#7f40e6e52f5c
6. https://www.researchandmarkets.com/reports/2564525/india_ayurvedic_cosmetics_m
arket_outlook_2018
7. http://www.indianmirror.com/indian-industries/cosmetics.html
8. https://www.pure-chemical.com/blog/commonly-used-chemicals-in-cosmetics/
9. https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=109302
93
10. https://investors.revlon.com/financial-information/annual-reports
11. https://en.wikipedia.org/wiki/Elizabeth_Arden,_Inc​ .
12. https://www.reuters.com/finance/stocks/company-profile/REV.N