A STUDY ON CUSTOMER SATISFACTION

OF COSMETIC PRODUCTS
CHAPTER 1
INTRODUCTION

The word “cosmetics” is derived from the Greek word “Kosmeticos” which means adornment and
preparation.With the advent of electronic media like Television and Radio, things looked sunny for
cosmetic industry. Soon women turned to the habit of using cosmetics Today cosmetic plays a greater role
in everyday life. Indian women are becoming financially independent and joining corporate world. Women
in general attach great importance to cosmetics and fashion. Women began wearing cosmetics at different
periods in their life. During childhood or adolescence women consider wearing cosmetics as a magic that
enhance their beauty and self confidence. The people who used cosmetics felt more satisfied, powerful and
reported lower level of stress.Changing life style, higher disposable income, increasing advertisement,
rising status, demand for superior quality of cosmetic have influenced the Indian cosmetics and toiletry
products.

It could be observed that the Indian cosmetic industry is undergoing active phase in terms of product
development and marketing. Looking at the wide potential of cosmetic market, the cosmetic manufacturing
companies spend sizeable amount of money and time to analyse the different demographic and
psychographic characteristics of Indian population. Kerala is one of the fastest urbanising regions in the
country. Exposure to markets, acceptability and proximity to modern amenities has resulted in a change in
taste and preference of the consumers. The high literacy rate and rapid urbanisation of Kerala led to a rapid
growth in employment among the women which led to an increase in the demand for cosmetic products in
Kerala . Rising beauty concerns, improving purchasing power, and increasing influence of media are
propelling the Indian skincare market that has grown exceptionally in last few years. In the Indian beauty
industry skincare has been one of the fastest growing segment. As per the estimations, the market will
register more than 18% CAGR during 20112016 as the demand for skincare products will continue to
increase across India. According to the comprehensive study, “Indian skincare market forecast to 2015”,
people, in India, now gives more importance to branded products.
They are increasingly shifting towards more customized skincare solutions. It is crucial for manufacturers
of face care products to know about consumer behaviour, trends and demands in the sector. Increasing
purchasing power of consumer and emerging market trends made people more aware and more conscious
towards the importance of hygiene and beauty.
Consumers might decide for a product because of its characteristics, its care factor, its sensitivity or its
branding and attractive packing. Since the beauty market is unsaturated and highly profitable, multinational
companies are trying to reach and grasp this market.
The beauty care market has high competition even than companies were investing into this market so as to
fulfil the high demand from the customers.The study aims to prioritize the factors considered by the
customers while purchasing face care product with the help of questionnaire method. Improved technology,
better education, advancement in science an economic growth has provided people with a chance to better
standard of living. With increased purchasing power and influence of media made people more conscious
towards beauty, hygiene and better lifestyle. The study focuses on identifying the important factors
considered by the customers while purchasing face care products. A selfdesigned questionnaire is designed
to collect information from the respondents. Total sample for the study is 80. The survey is conducted
among people of different age group . For identifying the important factors affecting the purchase decision.
Questionnaire technique is used. Influence of advertisement on consumer behaviour of youth is also
analysed. The result of the study indicates that female consumers give prime importance to brand name of
the product followed by ingredients and advertisements respectively. Male consumers give most
importance to brand name followed by advertisement and priceThe Indian cosmetic industry has witnessed
a rapid growth over the last couple of decades. With the advancement in technology, globalization and
increased purchasing power, the consumers in recent years have become more aware of hygiene and
beauty, which is the foremost reason behind the rapid development of cosmetic industry. In the present
scenario, changing life style, higher disposable income, increasing advertisement,rising status, migration of
people, demand for superior quality, changing consumer preference and the advertisements resulted into a
paradigm shift in the behaviour of women in the purchase and use of cosmetics. The rise in the number of
women joining the work force over the decade enhanced the purchasing power of women community.
Kerala has a privilege to have a wide client base in cosmetic industry. High literacy rate and rapid
urbanization of Kerala led to a rapid growth in employment among the women which led to an increase in
the demand for cosmetic products in Kerala. The present study makes an attempt to measure the level of
satisfaction of female cosmetic consumers about the quality, design, ingredients, and safety of cosmetic
products. Kruskal Wallis test is used as a tool for analysis.

Today, the world cosmetic industry faces a huge demand and challenges i n providing assured quality o f
cosmetic products . With t h e advancement in technology, globalization and increased purchasing power,
the consumers in recent years have become more aware of hygiene and beauty, which is the foremost
reason behind the rapid development of cosmetic industry. The female behavior is complex and dynamic as
the aspirations of every female community are to look beautiful and attractive. The cosmetic is considered
as a powerful weapon which the women feel would transform their normal looks to an attractive and a
presentable

The Indian cosmetic industry has witnessed a rapid growth over the last couple of decades when the Indian
competitors started manufacturing products in order to meet the increased needs of both the Indian and the
international markets. The purchasing power and fashion consciousness of the consumers were considered
to be the driving force of cosmetic industry. The Indian cosmetic industry caters to increasing needs of
cosmetic products in all spheres such as rural area to cosmopolitan cities, poor to millionaires, and even the
kids to the old aged people. It could be observed that the Indian cosmetic industry is undergoing active
phase in terms of product development and marketing. Looking at the wide potential of cosmetic market,
the cosmetic manufacturing companies spend sizeable amount of money and time to analyse the different
demographic and psychographic characteristics of Indian population.

Kerala is one of the fastest urbanising regions in the country. Exposure to markets, acceptability and
proximity to modern amenities has resulted in a change in taste and preference of the consumers. The
migration of people to the Gulf and the European countries has also resulted in unexpected change in socio-
economic condition of Keralites. This resulted in the entry of females to various fields of work and their
desire to look beautiful and attractive has provided an activism to cosmetic industry. The high literacy rate
and rapid urbanisation of Kerala led to a rapid growth in employment among the women which led to an
increase in the demand for cosmetic products in Kerala. The present study focuses on the behaviour of
females who purchase and use cosmetics in Kerala. The different types of cosmetic products considered for
the study include Lip care products, Eye care products, Nail care products and skin care products. For the
purpose of study, the selected leading manufactures such as Revlon, Lakme, L‟Oreal, Himalaya and the
leading unbranded cosmetic products manufacturers were taken together as a group
1.2 Statement of the problem The
study has mainly focused on consumer buying behaviour of the skin care products among youth. Customer
satisfaction is a very vast topic as this business directly relates with its customers. In gaining much shares
and profit by the business industries, they have to make sure the taste, demand, preference, need of
customers are satisfied and now the society or the market is a customer-oriented market, where
the customers are given prime importance. Every business and company conducts a study about the
customer satisfaction because it provide a much clear view of the market, where the marketers or the
businessmen taking up its initiative. There are many disparities between men’s and women’s market for
face care product. Hence, it is important for the companies to have very deep understanding about the
target market and to plan excellent strategies for marketing this to the target market and to
persuade consumer’s attention towards skin care products.

TYPES OF COSMETIC PRODUCTS

Lip Care Cosmetic Products

Lip care products are a cosmetic formulation used for beautification of lips. It provides a convenient means
of freshening, protecting or colouring of lips. It also protects the lips from the effect of cold, dry weather
ultra violet rays and wind. The different lip care products considered for the study are lip stick, lip liner, lip
pencil, lip glosses,lip stick.
Eye care cosmetic products
Eye care products are mainly used for keeping the eyes beautiful and glowing. People always
wanted to make their eyes and lashes more beautiful. Eyes are the part of our face which is more
susceptible to cosmetic changes.
It is said that a slight change in colour or small changes made on the eyes can dramatically enhance
our appearance and helps to boost our self confidence. The different eye care products considered
for the study are eye lashes, eye liner, Eye brow pencil and mascara
Nail Care cosmetic products
Women usually are much fond of nail care products. A nail is a horn like envelope covering the tip
of the finger and toe in human beings. Nail polish is mainly applied in finger nail and toe nails to
decorate and to protect the nail plate. Nail care products will act as an agent to prevent nail
problems. The different nail care
products considered for the study are nail polish, nail remover and nail designer.

Skin care cosmetic products

Skin is the most amazing and the largest organ of the body. It protects the body from bacteria,
virus and
environmental damages. So it is rather the duty of every one to protect this largest organ in the
body. The use of
skin care products depends on the type of skin which can be Normal, dry or oily. The variables
considered
for the purpose of study include face wash, foundation, cleanser and moisturizers

Types of Brand

Lakme is an Indian cosmetic brand which is owned by Hindustan Uniliver. It is placed at number
one position
among the cosmetic brands in India. Lakme has a vast range of products for lip care, eye care, nail
care,skincare and hair care products. Lakme is the most famous brand in cosmetic industry in
India. Lakme is known for its colour cosmetics. It is the leading player in the Indian market for a
long time.

L’Oreal is the world’s largest and the oldest cosmetic company which was founded by Eugene
Schueller in 1909.It is a French cosmetic company based at Paris, France. It has developed wide
range of cosmetic products for lip care, eye care, nail care, and skin care products. It has
established business in India for the past 18 years and is considered as a young player in the
cosmetic market. However, it is considered as the fastest growing cosmetic company.

Himalaya Drug Company is a company established by M Manal in 1930 and is based in

Bangalore. Himalaya herbals are one of the trusted brands made with all the natural ingredients. It
offers a range of heel to heel organic personal care cosmetic products that are pure, clean, and
effective. Himalaya herbal face care is right nourishment.
CHAPTER 2 RESEARCH
DESIGN

In accordance with the above objectives, the research design is planned in such a way that the
customer satisfaction of skin care product among youth can be assessed. This study is based on
primary data and secondary data could be used as a support for primary data.
The study investigates the buying behaviour of skin care products among people of different age group.
The process used to collect information and data for the purpose of making decision is included here. It
may include various questionnaires, publications and other techniques. In accordance with the above
objectives, the research design is planned in such a way that the customer satisfaction of skin care product
among youth can be assessed. This study is based on primary data and secondary data could be used as a
support for primary data.

B) Scope of the study

The study is related to the consumer buying behaviour of skin care products among
youth and study is based on primary data as well as secondary information.The present study
focuses on the behaviour of females who purchase and use cosmetics in Kerala. The state of Kerala
is divided into three regions on the basis of geographical location namely South, Central and
North. For the purpose of study, a district from each region was identified and selected for analysis.
. All types of female consumers who use four types of cosmetic care products such as Lip care, Eye
care, Nail care and Skin care products are included in this study. For the purpose of study, the
selected leading manufactures such as Revlon, Lakme, L‟Oreal, Himalaya and the leading
unbranded cosmetic products manufacturers were taken together as a group.

C) Objectives of the study.

* To know the factors motivating customers to buy a product.
* To find out the factors influencing customers to repurchase that particular product.
* To know the factors for consumers for being loyal .
*To understand e level of satisfaction of customers.

D) METHODOLOGY OF THE STUDY

This study is descriptive and analytical in nature. The population for the study comprises women
cosmetic consumers in the state of Kerala.The primary data were collected from 450 sample
respondents by using structured interview schedule. For the purpose of selection of respondents,
Purposive sampling technique was used. The state of Kerala is divided into three regions on the
basis of geographical location namely South, Central and North.)

E) Sampling Design.
A self-designed questionnaire was developed .The questionnaire is related to the
consumer buying behaviour of skin care products among youth pointing out its
importance and other factors.
Sampling method.
The study is descriptive in nature. Samples are selected at random.

Tools for analysis.

The most appropriate tools for presentation of data such as charts, tables, diagrams
have been used.

Primary Data.
The respondents were given a self-designed questionnaire regarding the consumer
buying behaviour of skin care products among youth.
Secondary Data.
Various data regarding the consumer buying behaviour of skin care product were
collected from internet as well as journals and books from library.

.
CHAPTER 3

DATA ANALYSIS

4.1 TABLE SHOWING CLASSIFICATION ON THE BASIS OF AGE

AGE NO: PERCENTAGE

15-20 11 13.75

20-25 68 85

25-30 0 0

30+ 1 1.25

TOTAL 80 100

INTERPRETATION
From the above table and pie chart it is clear that 85% of the respondents are of the
age group 20-25.And nearly 14% of the respondents fall in the category 15-2,1.25% of
the total respondents fall under the age group 30+.
4.2TABLE SHOWING CLASSIFICATION ON THE BASIS OF GENDER.

GENDER NO: PERCENTAGE

MALE 25 31.25

FEMALE 51 63.75

PREFER NOT TO SAY 4 5

TOTAL 80 100

INTERPRETATION
From the table it is very clear that females use more cosmetics than males 51
respondents from a total of 80 are females whereas there are just 25 male respondents.
4.3TABLE SHOWING CLASSIFICATION ON THE BASIS OF HOW OFTEN
THE RESPONDENT PURCHASE COSMETICS.

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 19 23.75

DISAGREE 13 16.25

NEUTRAL 23 28.75

AGREE 16 20

STRONLY AGREE 9 11.25

TOTAL 80 100

INTERPRETATION
23.75% of the 80 respondents strongly disagree that they purchase cosmetics very
often.16.25% of the respondents disagree with the above statement where as 11.25%
of them strongly agree and 20% agrees with the statement.
4.4 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “I PURCHASE ONLY BRANDED PRODUCTS.”

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 8 10

DISAGREE 10 12.5

NEUTRAL 28 35

AGREE 25 31.25

STRONLY AGREE 9 11.25

TOTAL 80 100

INTERPRETATION
According to the table 8 people strongly disagree the statement that they purchase
only branded cosmetics or beaut products.10 people disagree 25 people agree and 9
people strongly agree with the statement hence it’s clear that 9 people from a total of
80 uses only branded products.
4.6TABLE SHOWING CLASSIFICATION ON THE BASIS OF PRICE
SENSITIVIY.

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 10 12.5
DISAGREE 6 7.5
NEUTRAL 20 25
AGREE 34 42.5
STRONGLY AGREE 10 12.5
TOTAL 80 100

INTERPRETATION
From the above table it is clear that majority of the respondents are price sensitive in
nature. Just 10 people out of 80 have strongly disagreed about this statement .6 people
have disagreed ,20 opted for the option neutral, and the rest 34 have agreed to the
statement.
4.7TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “ I PURCHASE COSMETICS AFTER WATCHING
ADVERTISEMENTS.”

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 10 12.5

DISAGREE 19 23.27

NEUTRAL 32 40

AGREE 18 22.5

STRONGLY AGREE 1 1.25

TOTAL 80 100

INTERPRETATION
From the table it is very clear that people do not buy cosmetics based on the
advertisements that they watch. Majority of the respondents have opted for the option
neutral.10 chose the option strongly disagree,19 chose disagree 18 agreed to the
statement and 1 strongly agreed.
4.8TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “ I RECOMENT COSMETIC PRODUCTS DEPENDING ON
MY PAST EXPERIENCE.”

PARTICULARS NO: PERCENTAGE

STRONGLY
7 8.75
DISAGREE
DISAGREE 10 12.5
NEUTRAL 32 40
AGREE 24 30
STRONGLY
7 8.75
AGREE
TOTAL 80 100

INTERPRETATION
From the following table we can see that 24 out of the 80 respondents recommend
cosmetics or beauty products on their past experience.7 went for the option strongly
disagree,10 disagree,32 chose neutral and 7 strongly agreed.

4.9TABLE SHOWING CLASSIFICATION ON THE BASIS OF INFLUENCE

OF PEER GROUPS IN CHOOSING COSMETICS
 PARTICULARS NO: PERCENTAGE
STRONGLY
7 8.75
DISAGREE
DISAGREE 7 8.75

NEUTRAL 10 12.5

AGREE 32 40

STRONLY AGREE 24 30

TOTAL 80 100

INTERPRETATION
From the table we can see that majority of the respondents agree to the fact that peer
group influence them in choosing cosmetics. And 30% of the total respondents have
strongly agreed to this statement.40% agreed,12.5% chose the option neutral, and
8.75% chose disagree and strongly disagree.
4.10TABLE SHOWING CLASSIFICATIN ON THE BASIS OF THE
STATEMENT “ I COLLECT INFORMATION BEFORE PURCHASING
COSMETICS.

PARTICULARS NO: PERCENTAGE

STRONGLY
6 7.5
DISAGREE
DISAGREE 4 5

NEUTRAL 19 23.75

AGREE 30 37.5

STRONGLY AGREE 21 26.25

TOTAL 80 100

INTERPRETATION
Out of the 80 respondents 21 strongly agree that they collect information before
purchasing beauty products. Where as 6 of them strongly deny it.4 people disagree ,
19 neutral ,30 chose agree.
4.11 TABLE SHOWING CLASSIFICATION ON THE BASIS OF PEOPLES
BELIEF ON THE PROMISED EFFECTS OF THE BEAUTY PRODUCTS.

PARTICULARS NO: PECENTAGE

YES 45 56.25

NO 35 43.75

TOTAL 80 100

INTERPRETATION
From the above table it is clear that 45 people out of 80 believe in the promised effects
of the beauty products and 35 do not believe in the promised effects .
4.12 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
CHANGE IN PEOPLE’S PERCEPTION ABOUT A PARTICULAR PRODUCT
AFTER WATCHING QUAITY ADVERTISEMENTS.
PARTICULARS NO: PERCENTAGE
STRONGLY DISAGREE 9 11.25
DISAGREE 4 5
NEURAL 34 42.5
AGREE 30 37.5
STRONGLY AGREE 3 3.75
TOTAL 80 100

INTERPRETATION
As we can see majority of the respondents have opted for the 3rd option ie; neutral.
Other than the option neutral majority of them has chosen the option agree that means
30 people out of 80 have agreed to the fact that quality advertisements change their
perspective about a particular product.
4.13 TABLE SHOWING CLASSIFICATION ON THE BASIS OF CHANGE IN
PEOPLE’S PERCEPTION ABOUT A PRODUCT DUE TO POPULAR
CELEBRETIES AND BRAND AMBASSADORS.

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 13 16.25
DISAGREE 19 23.75
NEUTRAL 30 37.5
AGREE 13 16.25
STRONGLY AGREE 5 6.25
TOTAL 80 100

INTERPRETATION
Majority of the respondents have chosen the option neutral ,and as we can see only a
very small group of people have agreed with the above statement.13 people have
agreed ,19 disagreed and 13 strongly disagreed.
4.14 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “I HAVE BEEN USING A PARTICULAR BRAND FOR MORE
THAN 3 YEARS.

PARTICULARS NO: PERCENTAGE

YES 48 60

NO 32 40

TOTAL 80 100

INTERPRETATION
60% of the total respondents have not been using any particular cosmetic product
continuously for the past 3 years. Where as the other 40% have been using a
particular cosmetic product for the past 3 years .
4.15 TABLE SHOWING CLASSIFICATION OF ON THE BASIS OF USEAGE
OF ATLEASTE 1 BEAUTY PRODUCT A DAY.

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 13 16.25

DISAGREE 16 20

NEUTRAL 22 27.5

AGREE 19 2.75

STRONGLY AGREE 10 12.5

TOTAL 80 100

INTERPRETATION
From the following table we can come to a conclusion that most of the respondents
agree that they use atleast 1 cosmetic a day. 16.25 % of the total respondents strongly
disagree that they use atleast 1 cosmetic per day,16 disagreed, 22 chose the option
neutral, 19 agree and 10 strongly agree .
4.16 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “I CHANGE COSMETIC BRANDS VERY OFTEN.”

PARTICULARS NO: PERCENTAGE

YES 43 54

NO 37 46

TOTAL 80 100

INTERPRETATION
Out of the 80 respondents 43 of them change their cosmetic brand very frequently
where as 37 of them do not change their cosmetic brands very frequently.
4.17 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
SATEMENT “ I USE COSMETIC PRODUCTS OF VARIOUS BRANDS.

PARTICULARS NO: PERCENTAGE

YES 57 60

NO 23 40

TOTAL 80 100

INTERPRETATION
Out of the 80 respondents 40% of them use a particular brand only whereas the rest
60% of them uses cosmetics of various brands.
4.18 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
STATEMENT “ I SUGGEST GOOD COSMETICS TO FRIENDS AND
FAMILY .”

PARTICULARS NO: PERCENTAGE

STRONGLY DISAGREE 9 11.25

DISAGREE 3 3.75

NEUTRAL 18 22.5

AGREE 30 37.5

STRONGLY AGREE 20 25

TOTAL 80 100

INTERPRETATION
From the above table we can clearly see that 20 out of 80 strongly agree and 30 of
them agree the fact that they recommend good cosmetic products to their family and
friends. Whereas 18 chose the option neutral and the rest of them disagreed with this
statemen
4.20 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
FACTORS THAT AFFECT BRAND CHOICE OF A PERSON.

PARTICULARS NO:

PRICE 58

PAST EXPERIENCE 46

RECOMMENDATION 23

GOOD REVIEW 47

INTRPRETATION
As we can see price is the main factor that influence a person to purchase a particular
beauty product then comes good review followed by past experiences and the factor
that least affects is recommendation.(Respondents was allowed to choose more than 1
option)
4.21 TABLE SHOWING CLASSIFICATION ON THE BASIS OF FROM
WHERE THESE COSMETICS ARE BEING PURCHASED.

PARTICULARS NO:

ONLINE STORES 41

SHOPS OR SUPERMARKETS 57

INTERPRETATION
As we can see most of them purchase cosmetics from any shops or super
markets.Only a very few people opt for online shopping.(Respondents were allowed
to choose more than one option)
4.22 TABLE SHOWING CLASSIFICATION ON THE BASIS OF THE
AMOUNT SPENT ON COSMETICS PER MONTH.

PARTICULARS NO: PERCENTAGE

BELOW 1000 64 80

1000-2000 13 16.25

2000+ 3 3.75

TOTAL 80 100

INTERPRETATION
From the table it is very clear that most of the people spend less than Rupees 1000 for
cosmetics. Only 13 people out of 80 spend more than Rupees 1000 and below 2000
for cosmetics. And just 3 of them spend above 2000 Rupees for cosmetics per month
CHAPTER 4

Summary of findings,conclusion and Suggestions References

• Almost every respondent use atleast one type of a cosmetic or other.

• Most of the users are females ie; more than 60% .
• Mainly people belonging to the age group 20-25 uses cosmetics the most.
• Above 20% of the respondents have agreed to the fact that they use cosmetics
very often .And above 11% of the respondents have strongly agreed to it.
• Above 30% of the total 80 respondents have agreed that they prefer only
branded products whereas above 8% of the respondents have denied it .
• Most of the respondents are not loyal to a particular product except a very
small percentage of the total respondents.
• Just 8.8% of the total respondents are loyal to a particular brand.
• Majority of the respondents are price sensitive in nature , that may be the
reason that most of than do not stick on to a particular brand and choose a
cheaper brand.
• Still some people deny the statement that they are price sensitive.
• Advertisement plays an important role in choosing a particular brand it seems
as more than 20% of the total respondents have agreed to this statement.
• Still there is a small percentage of people who have disagreed to this statement.
• A very high percentage of people have said that they recommend beauty
products on the basis of their past experience.
• *Still there is a small percentage of people who disagree with this statement.
• 30% of the total respondents have agreed that peer group influence them in
choosing a particular cosmetic product or brand.
• Above 30% of the total respondents have said that they collect information
about a product before buying it where as 7% of the total respondents have
completely denied this statement.
• Above 50% of the total respondents believe in the promised effects of the
cosmetics that they use .
• It seems that quality advertisements change the perception of a person towards
a particular product as more than 37% have chosen the option agree.

• Popular celebrities and brand ambassadors also change a persons perception

about a particular beauty product.
• For the question “ Are you using a particular cosmetic for more than 3 years “
60% of the total respondents have said “ NO “.
• It is clear that a huge number of people from among the 80 respondents use
atleast one cosmetic product a day.
• Most of the respondents to be precise 53.8% of the total respondents change
their cosmetic brands very often.
• And more than 70% of them uses various brands .
• Factors like price ,good reviews also play an important role in choosing
cosmetics.
• Most people purchase cosmetics from any shops or super markets than any
online store.
• And from the survey we clearly got an idea that majority of the people spend
below Rupees 1000 for cosmetics per month.

SUGGESTIONS
• The users of skincare products are mainly women’s the use of skin care
products among men are comparatively low.
• The manufactures of skincare products should aim to induce the male
consumers to consume skincare products by introducing latest methods and
technologies in manufacturing and marketing of skincare products.
• The impact of TV advertisements for the marketing of skincare products is very
high. So that the information provided through advertisements should be
accurate, reliable and attractive which influences the consumer buying
behaviour.
• The main factor which contributes to the buying behaviour of skincare products
are its feature and ingredients. Skincare products which contains natural
ingredients are mostly opted the consumers, so that it is important to have
natural ingredients in skincare products.

• The price of skincare products are also a vital part in buying behaviour of
consumers. People usually opt products which has a lower price hence this
point should be kept in mind while fixing the price of a particular cosmetic or
beauty product.
CONLUSION
The study reveals that majority of the customers spend less than Rupees 1000 on
purchasing skin care products and cosmetics. Regarding the factors influencing the
purchase for female customers, they give the most importance on brand name,
followed by Ingredients, advertisements, price Word of mouth, Quality of product &
availability of the products respectively. For male customers it is inferred from that
the customers give prime importance to Brand name followed by Advertisements,
price, quality, Word of mouth, ingredients& Availability respectively. Majority of the
respondents have the opinion that the advertisements have a greater role in influencing
the purchase of face care products. Above study is in line with the various research
reports that the customers of the face care products are moving towards branded
products.

BIBLIOGRAPHY
References:
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients among Women Skincare Users in
State Of Madhya Pradesh OSR Journal of Business and Management (IOSR-JBM)eISSN: 2278-
487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec. 2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards
cosmetic Products IJEMR –June 2013-Vol 3 Issue 6 4) VandanaSabharwal,
SavitaMaan, Prof. Sanjeev Kumar (2014) Women Buying Behaviour and
Consumption Pattern of Facial Skin Care Products international Journal of
Management and Social
Sciences Research (IJMSSR)ISSN: 2319-4421Volume 3, No. 9, September 2014
5) Goodhardt, G. J., Ehrenberg, A. S., & Chatfield, C. (1984). The Dirichlet: A
comprehensive model of buying behaviour. Journal of the Royal Statistical Society.
Series A (General), 621-655.
6) Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006).A structural model of
fashion-oriented impulse buying behavior. Journal of Fashion Marketing and
Management: An International Journal, 10(4), 433-446.
7) SueLin, C. (2010). Understanding Consumer Purchase BehaviorIn The Japanese
Personal Grooming Sector. Journal of Yasar University, 5(17).
8) Shimpi, S. S., &Sinha, D. K. (2010). A factor analysis on product attributes for
consumer buying behavior of male cosmetics in Pune city. International Journal in
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9) Ali, H., Saad, R., Ahmed, A., & El-Haj, B. Attitudes and Perceptions of the
Emirates Women Towards Facial Skin Care Products and Herbal Cosmetics.
10) Ersoy, N. F., Yolal, M., &Batmaz, B. (2015). Cosmetic Consumption Of
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Books:
Philip Kotler, “Marketing Management ” 13th Edition. C.R Kothari, “Research
Methodology Methods and Techniques”.
Websites: http://wikipedia.org.com
www.yahoo.com
www.google.com
http://www.library.uhn.edu www.amsreview.org/articles/gies01-2000-pdf

APPENDIX
“A STUDY ON BRAND LOYALTY AND CUSTOMER
SATISFICATION OF COSMETICS ”.
NAME :
AGE
* 15-20
* 20-25
* 25-30
*30+
GENDER :
* MALE
* FEMALE
* PREFER NOT TO SAY

CHOOSE ANY ONE OPTION :-

SL.NO: STATEMENTS YES NO

I BELIEVE IN THE PROMISED EFFECTS OF THE

1
PRODUCTS

2 I CHANGE BRANDS VERY OFTEN

3 I USE COSMETICS OF VARIOUS BRANDS

I’VE BEEN USING A PARTICULAR BRAND FOR

4 MORE
THAN 3 YEARS

PUT A TICK MARK ON THE APPROPRIATE BOXES :-

SD- STRONGLY DISAGREE, D- DISAGREE, N- NEUTRAL, A- AGREE,
SA- STRONGLY AGREE
SL.NO: STATEMENT SD D N A SA

1 I BUY COSMETICS VERY OFTEN.

I PURCHASE ONLY BRANDED

2
PRODUCTS.

I USE ONE COSMETIC PRODUCT PER

3
DAY

4 IAM A PRICE SENSITIVE PERSON.

I PURCHASE COSMETICPRODUCTS
5 AFTER WATCHING ITS
ADVERTISEMENTS.

I RECOMMEND COSMETIC
6 PRODUCTS DEPENDING ON MY
PAST EXPERIENCE

PEER GROUP INFLUENCE ME

7
WHLE CHOOSING COSMETICS.

I COLLECT INFORMATIONS
8 BEFORE PURCHASING COSMETICS
.

QUALITY ADVERTISEMENTS
9 CHANGE MY PERCEPTION ABOUT
A PRODUCT.

CELEBRITY ENDORSEMENT
10
INFLURNCE ME TO BUY ANY
COSMETIC PRODUCT
I SUGGEST GOOD COSMETICS TO
11
MY FRIENDS AND FAMILY
CHOOSE THE APPROPRIATE OPTION( MORE THAN 1) :-
FACTORS THAT AFFECT MY BRAND CHOISE
* PRICE
* PAST EXPERIENCE
* RECCOMENDATION
* GOOD REVIEW
I PURCHASE BEAUTY PRODUCTS FROM
* ONLINE STORES
*ANY SHOPS OR SUPER MARKETS

CHOOSE ANY ONE OPTION :-

I SPEND AROUND _____________ AMOUNT PER MONTH FOR BEAUTY
PRODUCTS.
*BELOW 1000
*1000-2000
*2000+

SINCE HOW LONG YOU HAVE BEEN USING COSMETIC PRODUCTS?

 LESS THAN 1 YEAR

 1-3 YEARS
 ABOVE 3 YEARS
 NOT PREFER TO ANSWER

WHAT IMAGES DO COSMETIC USERS PROJECT TO YOU ?

 STYLISH
 CONFIDENT
 GROOMED PROFESSIONAL
 TRENDY