CHAPTER-I

INTRODUCTION
Introduction:
Understanding behaviour of consumers is a key to the success of business
organizations. Marketing personnel are constantly analysing the patterns of buying behaviour
and purchase decisions to predict the future trends. Consumer behaviour can be explained as
the analysis of how, when, what and why
people buy. According to Global Cosmetic Industry report the advanced education provided
by brands about the products' ingredients and benefits have made today's consumer more
aware of what they're putting on their bodies, and making them more willing to pay.
Consumer behaviour can be understood as: "The decision process and physical activity
individuals engage in when evaluating, acquiring, using, or disposing of goods and services."
(Loudon and Della Bitta, 1980).
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 products.
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 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.
The Indian Cosmetic is defined as skin care , hair care, colour cosmetic, fragrances and oral
care segments which stood at an estimated $2.5 billion in 2008 and is expected to growth at
7%, according to an analysis of the sector. Today herbal cosmetic industry is driving growth
in the beauty in Indian and is expected to growth at a rate of 7% as more people shun
chemical product in favour of organic ones. The emphasis of the herbal cosmetic has been on
the spectacular growth of the herbal and ayurvedic beauty products business as conveyed by
beauty expert Shahnaz Husain who was the first to introduce the concept of ayurvedic
cosmetic to the world when she launched her product way back in 1970. Today, the Indian
cosmetic industry has a plethora of herbal cosmetic brands like forest Essentials, Biotique,
Himalaya, Blossom Kochhar, Dabur and Lotus and many more. The Indian cosmetic
industry has emerged as one of the unique industries holding huge potential for further
growth. In 2009, the cosmetic industry registered sales of INR 356.6 Billion (US$ 7.1
Billion) despite the global economic recession. Indian cosmetic Industry has mainly been
driven by improved purchasing power and rising fashion consciousness of the Indian
population and industry player spending readily on the promotional activities to increase
consumer awareness and develop their products. According to a new research report,
the Indian Cosmetic Industry is expected to witness impressive growth rate in the near future
owing to rising beauty concern of both men and women. Today the industry holds promising
growth prospects for both existing and new players.
The baseline is that has been a rise in variety of product offered by the industry players in
the country. The companies have started going for rural expansion and are offering
specialised products to generate revenues from all the comers of the country. Improvement
and strengthening of the Indian economy in the coming years will also pave the way for the
Indian cosmetic market over the forecast period and develop the Cosmetic Industry.
 The Indian cosmetic market which traditionally a stronghold of a major Indian player
like Lakme, and Ponds has seen a lot of foreign entrants to the market within the last decade.
Indian is a very price sensitive market and the cosmetic and personal care product companies,
especially the new entrants have to work out new innovative strategies to suit Indian
preference and budgets to establish a hold on the market and establish a niche market for
them.
INDIAN COSMETIC INDUSTRY AT A GLANCE
Skin care or hair care, fragrances or oral care, you names a thing about your
personal care, cosmetic covers them all. According to an analysis, in 2008, Indian cosmetic
industry did a business of $2.5 billion. Quite a number! A part from the chemical cosmetics,
herbal cosmetic have also shown an upward trend. The analysis also shows that herbal
cosmetic are expected to grow at a rate 7% due to gaining popularity against chemical
products.
As the cosmetic industry holds a promising growth for its participants, it is expected to
witness a remarkable growth in the near future. The cosmetic player are also expanding their
business in rural areas due to increasing demand and spawing revenues form all corners of
the country.
The foreign cosmetic entrants are establishing a niche market in Indian and also
ensemble Indian preferences that suit their budget. The figures disclosed by Confederation of
Indian industries (CII) say that the Indian cosmetic market holds the currents size of US$950
million, which means a growth of 15-20% per annum. CII also estimate that overall wellness
market includes US$2,680 million.
Globally, the Indian cosmetic industry has a size of $274 billion and the Indian
cosmetic Industry is $4.6 billion. The current size of the Indian Cosmetic is US$ 600 million
(approx.) CII also estimate a growth rate 20% per annum, which reflects the increasing
demand of all kind of personal care beauty products.
Indian imports a big amount of beauty and wellness products. There are no restrictions
on the entry of cosmetic products. However, the current average import tariff is around
39.2%.
A report by KPMG wellness sector shows that India’s beauty markets will reach to Rs
80,370 crore by 2017-18. It was Rs 41,224 corer in 2012-2013. The report also indicates that
the workforce requirement will grow to 12.1 million in 2022 to that opf 3.4 million which
was in 2013
Top 10 Cosmetic Brands
Cosmetic are something which have become an integral part of a women’s fashion
statement. They not only manage to camouflage her flaws but also enhance her features.
ASSOCHAM prepared a report in 2012 on India’s cosmetics market and showed that it has
growing at an annual pace of capture the various brands that are popular among the
consumers due to different reasons ranging from being economical, or being organic or being
made up of superior ingredients.
List of Top 10 or Leading Cosmetic Brands in the Indian Market
Lakme
Lakme is a reputed Indian brand which is owned by Unilever. The company is headed is by
Mr Anil Chopra who is the CEO of the company. Lakme was founded in the year 1952 by
JRD Tata. In 1996 the Tata group decided to sell its stake in Lakme to Hindustan Lever
Limited. Lakme was also ranked at 47th as one of the most trusted brands in Indian according
to the Brand Trust Report in 2011. This brand also sponsors the Lakme Fashion Week (LFW)
twice a year. It also launched the Lakme Perfect Radiance and Lakme eye conic kajal which
gained significant market share. In the financial year 2012, Hindustan Unilever limited had a
rise in profit tax and interest of about 23%.
Lotus
The company lotus herbals Ltd. Was set up two decades ago in the year 1993 by Kamal
Passi. This brand deals with manufacturing and selling of various kinds of cosmetics. The list
includes face cleansers, sunscreens, winter care, hair oil, and shampoos. Passi knew the
importance of good packaging and made sure his product stand out in design. He also priced
his product at least 10-15% lower than the contemporary brands in the segment. However he
doesn’t believe making a huge expenditure on advertising. Lotus Herbals Ltd Company
specialises in producing cosmetic that claim to have Ayurveda as well as herbal goodness.
The brands promote their product by accrediting their USP to be an amalgamation of
traditional knowledge along with modern technology. They believe in making use of herbal
ingredients and making their product devoid of chemical-based, synthetic cosmetics. This
brand is also strictly against the cruel practise of animal testing. Lotus Herbals Ltd. Is
growing at a rate of 35% - 40% a year.
Biotique
Biotique was launched by Vinita jain in the year 1984. This brands also manage to
stand out in the world of chemical- based cosmetic as it doesn’t contain any artificial
preservative or synthetic fragrances. The ingredients used are extracted naturally from herbs.
Moreover the herbs/plants used for extracting raw material are also monitored from its
nascent stage hence the end product is organic.
L’Oreal
L’Oreal is one of the giants in the cosmetic segment in the world. Jean-paul Agon is
the chairman and CEO. The Company has been present in India for about20 years. Today,
L’Oreal India is a subsidiary of L’Oreal which is growing at a very fast rate. L’Oreal Paris is
one of the trademark brands of this company. In 2013 L’Oreal decided to invest Rs. 970
crores in India. Moreover in the same year L’Oreal made its first acquisition in India –
Cheryl’s Cosmeceuticals, thus entering the professional skincare segment. In 2013 the
company grew at a commendable rate 70%.
Shahnaz Husain
This brand was founded in the 1970’s by Shanaz Husain. In the year 2006 she was
awarded the Padma Shri. This brand also tries to harness the natural goodness of ayurveda.
Currently it has around 350 products spread out over different categories like skin, hair,
makeup etc. The brand claims that its USP is the hard work done on research so that the
quality of the product is of superior grade.
Revlon India
Among all the international player in the cosmetic segment in India, the first one to
launch was none other than Revlon in 1995. It happen due to the collaboration between
Umesh K Modi along with Revlon Pvt Ltd in 1994. Pricing is done for the mid-level
consumers as it neither too high nor too low priced. The company owns approximately
2025% of the domestic market share.
Maybelline
It was launched way back in 1915 by T.L. It was later acquired by O’Lreal and in India it
was launched by its subsidiary, L’Oreal India. One of the major factor that have helped this
brand to carve its niche is being reasonable priced in spite of having an international appeal.
Yhe Maybelline colossal range hit in India which made the brand more popular.
Himalaya
The Himalaya Drug Company was founded in the year 1930 by Mr. M. Manal who had
a vision to make Ayurveda accessible to the world. Himalaya has been able to patent its
sunscreen; Under-Eye Cream, Anti-Acne range and Hair Loss cream among others form the
United State Patent and Trademark Office. The business of Himalaya in India contributed
60% of the brand’s sales of Rs 1, 200 crores in 2011. Himalaya is also the owner of the
popular face wash ‘Purifying Neem’ which is very popular in a country like India where
problems like acne and greasy skin are widespread.
Colorbar
Colorbar Cosmetic is one the of the leading brands of cosmetic I India. It was founded in
2004. The founder as well as managing director of the brands is Samir Modi. The brands is
known for its bright peppy colours and has a number of product of product to add colour to
nails, lips and face.
Elle 18
The brands Elle 18 is owned by Hindustan Unilever limited (HUL). It was launched in
1998. Elle 18 is aimed at the youth as it has bright colours along with neon shades in its
products. The pricing of the products are also done keeping in mind the youth. The Elle 18
Colour Pop Liner (5ml) is priced at Rs 75.
Indian Cosmetic Market Overview Herbal skin care 2016-2021- Research and Markets
Research and Market has announced the “India Cosmetic Market Overview “
report to their offering.
India’s cosmetic market was growing with a CAGR of 17.06% over a period of five
years.
The cosmetic market consists of five segment viz. Skin care, Hair care, Fragrance,
Colour Cosmetic and Oral Care. Hair Care accounts for majority of the market share,
followed by oral care, fragrance and colour cosmetic. HUL dominates the cosmetic industry
in India due to its vast product portfolio in every segment.
Fragrance industry’s rapid growth is attributed primarily to the advent of functional
with characteristics such as perfumes and deodorants. Fragrance market is divided into two
segments. Perfume and Deodorant category. Deodorant dominate the market while perfume
along with its innovations is growing fast. The fragrance market in India is one of the largest
in terms of production, consumption, import and its the process of taking off as more
youngsters wear a fragrance in the form of perfumes and deodorants. Givaudan, IFF and
Firmenich arte market leader in the organized fragrance market. Fog is leading in deodorants
category followed by park Avenue and Wild Stone. Skin care has become an
exciting legroom for new product development and manufacturers are trying to convince
consumers that they should adopt a skin care regimen by various product launched and
aggressive marketing strategies. India skin care market is segmented into five categories such
as facial care, body care, sun care, hand care and other makeup removal and depilatory
products. Facial care product dominates the market along with its various variants.
 HUL’s Fair and Lovely is leading as skin Whitening cream under facial care category
while HUL’s Vaseline body lotion is famous under body care sector in India care market.
HUL, P&G, Dabur, Marico and Godrej are the market leaders in the organised in the
hair care market. India hair care market is segmented into four categories such as hair oil, hair
shampoo, hair colours and hair styling products. Hair oil dominates the market followed by
hair shampoo along with its various. Marico is leading in hair oil category while HUL and
P&G have the top brands in shampoo market.
India oral care market is segmented into five categories such as toothpaste,
toothbrush, toothpowder, mouthwash and other oral care products that include dental floss,
oral care chewing gum etc. Toothpaste segment dominate the oral care market along with its
various.
The Indian herbal industry is likely to double from present Rs. 7,500 crore to Rs
15,000 crore by 2015. The study, brought out by the Associated Chamber of Commerce and
Industry (ASSOCHAM), has viewed that the domestic herbal industry will grow rapidly in
the coming years and by 2015, it is expected that size of the domestic market will rise to Rs.
15,000 Crore, reflecting a compound growth rate of over 20 percent.
Releasing the study, ASSOCHAM Secretary General, D.S. Rawat said that ideally, the
niche market that India can focus on include Ayurvedic Medicines and Dietary Supplements
(including health drinks), extracts, Oils and other derivatives, skin care and beauty aids.
According to the study, the Indian domestic market can be broadly segmented into two
categories. The first one will cover raw materials required by the industrial units and direct
consumption for household remedies, whereas the second category will cover ready to use
finished medicines, health supplements, etc.
The study has found that is a strong demand for raw stock which mainly comprises
Amla,Isabgol, Senna , Henna, Ashwagandha, Aloe-vera and Myrobalans (Hartaki), which
accounts for over 75% of the raw material used in Ayurvedic preparations. In terms of
volume, it is estimated that currents consumption of the key raw ingredients totals
approximately 400,000 a 500,000 MT.
With value addition, the market for herbal based product is around Rs. 7,500 crres,
which is roughly the current size of the Indian market, t is stated. The study points out that
globally the dependence on herbal medicines, dietary supplements and skin and beauty aids
will continue to gain greater share in view of the awareness and comfort level which is akin
to the use of organic food product.
 The ASSOCHAM study, whoever, is of the view out that India’s share in the global
herbal market is very meagre considering the country’s rich resources of medicinal plants and
traditional treasure of knowledge in this area.
A quick estimate of the potential reveals that India can generate raw stock of around Rs. 300
billion and easily achieve around Rs. 150 billion value added products. Thus, India is hardly
able to exploit less than 50% of its potential. “While the ethnic Indian population
outside is utilizing Indian herbal products in a significant way, there is a compelling need to
generate awareness among the locals in foreign countries,” the study has pointed out.
Markets Present Demand Projected Demand (for 201
Europe US$ 35 Billion US$ 70 Billion
North America US$ 6.5 Billion US$ 25 Billion
China US$ 4.0 Billion US$ 12 Billion
India US$ 1.5 Billion US$ 3 Billion
Others US$ 13 Billion US$ 30 Billion
Total US$ 60 Billion US$ 140 Billion

The Herbal Cosmetic industry in Indian has been developing in a faster pace. The demand for
herbal cosmetic products is provoked by changing lifestyle of the consumers, growing
awareness among them regarding the harm caused to their bodies after usage of chemical-
based cosmetics products, and increasing concern among the population to look good.
Further, it is anticipated that the Indian Herbal Cosmetic industry is expected to reach
INR 316 Billion by 2022, growing at a CAGR of 19% over the forecasted period of 2017-
2022.
Our recent market research report, “Indian herbal Cosmetic Market Outlook 2022”,
portrays the current and future scenario of cosmetic industry in India. India is pioneer in
introduction of herbal cosmetic to the world. As per our research findings, new product
launches catering to consumers’ diversified needs along with wide product portfolio offered
by the herbal cosmetic brands meeting requirements of the consumers is fuelling the industry
growth.
For the study, we have conducted interviews with various industry experts, such as
herbal cosmetic product manufacturers and suppliers, in order to develop a keen insight of the
market performance and future trends. To gain insight on consumer behaviours patterns
telephonic interviews were conducted and after analysis it was found that average spending
on non-herbal cosmetic were more as compared to herbal cosmetic based cosmetic products.
Moreover, our study also finds that has been a significant increases in number of
existing cosmetic brands focusing more towards Herbal cosmetic segment. For complete
understanding of the Herbal Cosmetic industry, we have identified major Herbal cosmetic
brands. The report also provides Indian Herbal cosmetic industry recent development, along
with the market forecast till 2022.
Understanding behaviour of consumers is a key to the success of business organizations.
Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase
decisions to predict the future trends. Consumer behaviour can be explained as the analysis of
how, when, what and why people buy. Consumer behaviour can be understood as: "The
decision process and physical activity individuals engage in when evaluating, acquiring,
using, or disposing of goods and services." (Loudon and Della Bitta, 1980). Nowadays, this
phenomenon, can also be illustrated in the following way: "activities people undertake when
obtaining, consuming, and disposing of products and services" (Blakwell, Minard and Engel,
2001).A study by Voss and Parasuraman (2003) suggests that the purchase preference is
primarily determined by price than quality during pre-purchase evaluation. Given explicit
quality information, price had no effect on pre-purchase or post consumption quality
perceptions. Instead, post consumption quality evaluations had a favorable impact on price
evaluations. Another study by Chernev (1997) analyzed the effect of common features on
brand choice and the moderating role of attribute importance. It is argued that when brand
attributes differ in importance, with the best value on the most important attribute, thus
further polarizing brands‟ choice shares. In contrast, when attributes are similar in their
importance, common features are likely to have an opposite effect, equalizing brands share.
Russo and France (1994), studied the nature of the choice process for commonly
purchased nondurables by tracking eye fixations in a laboratory simulation of supermarket
shelves. The findings are fully compatible with the general view that the choice process is
constructed to adapt to the immediate purchase environment. While describing about
shopping orientation, Sinha (2003) reports that Indian Shoppers seek emotional value more
than the functional value of shopping. Their orientation is based more on the entertainment
value than on the functional value. The orientation is found to be affected primarily by the
type of store, the frequency of buying and to some extent by the socio-economic
classification. The retailers need to experiment with a format that attracts both types of
shoppers. Research suggests that beauty consciousness among people in general is changing.
Vigneron and Johnson (1999) reported that people's needs for appearances and materialism
were increasing. That is human beings wanted to satisfy the need to look and feel good. This
created a boom in the cosmetic and toiletries sector across the world. Chambers Encyclopedia
defines cosmetics as (a) articles intended to be rubbed, poured, sprinkled or sprayed on,
introduced into or otherwise applied to the human body or any part thereof for cleaning,
beautifying, promoting attractiveness or altering the appearance and (b) articles intended for
use as a component of such articles. Now a variety of cosmetic and toiletries ranging from
natural to sophisticated items are available in the market. The pattern and preference of use of
these items vary according to different segments of gender, age and socio economic class.
When we review the literature on the cosmetic and toiletry industry, not many studies are
available especially about Indian scenario. The present study is an attempt to analyse the
purchasing pattern of cosmetic consumers in Kerala. Manufacturers and marketers need
to gain a deeper understanding of consumer and shopper behaviour (going beyond traditional
consumer/market research), and then work out the appropriate value proposition and delivery
channels for their basket of goods and services (Business world Marketing
Whitebook 2012-13). It is well known fact that the success of any business organization
stems from company‟s ability to understand and influence consumer behaviour. This study is
needed to consider when designing and implementing marketing programs. Failure to
understand the dynamic buyer behaviour and improper allocation and coordination of
resources will lead the organization to great losses. The better marketers are at understanding
consumer behaviour, the more successful they will be at influencing consumers‟ purchase
behaviour (Kurti Shah 2009). There are three sections of consumer behaviour that need to be
addressed carefully: psychological influences, socio-cultural influences and situational
influences. The marketers have to go through a number of challenges in selling products like
„cosmetics‟ as they have to be applied directly on human skins, body and other parts. There
is a perceived risk of dissatisfaction in the consumers as far as its benefits are concerned. It is
necessary to study the consumer buying decision process in this regard
The personal care products are the backbone of cosmetic industry. The demand of personal
care products are also increasing day by day and future of these products are also very bright
and profitable. Cosmetics are not just used by the women any longer and Indian men too are
increasingly taking to the use of more and more body sprays, perfumes and other cosmetics.
The consumers are more conscious about looks, beauty, grooming and aware of western
cosmetic products and brands. As the products have been started using by the men, there is
rising demand for the product thereby the Indian market is getting enlarged and many players
are coming out with cosmetic products especially skin care products for men. The urban
population in the major cities with increasing purchasing power is the main force that drives
demand for various cosmetic products in India. More Indian consumers started using
cosmetics and middle class people are also willing to pay to enhance their beauty.
Companies are more concerned on individual consumer Behaviour. It is necessary for them
to get information about how the consumers think, feel and choose their products. Consumer
Behaviour is the study of the process involved when individual or groups selects, purchase,
use or dispose of the product, service ideas or experiences to satisfy needs and desires
(Michael R. Solomon, 1998)
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 behaviour in buying pattern differs when comes to
the product, price, features, quality, packaging, lifestyle, status. The youth changing
preference affect the buying pattern because they mostly follow the rhythm of fashion and
taste according to the shifting time.
Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and
toe nail polish, eye and facial makeup, novelettes, permanent waves, colored contact lenses,
hair colours, hair sprays and gels, deodorants, hand sanitizer, baby products, bath oils, bubble
baths, bath salts, butters and many other types of products. Youth wear cosmetic makeup
because that would make them feel unique about their looks and gives confidence to them
Attractive appearance is very important for both men and women. Cosmetics which are
available in Chennai market ranged from local products and imported products. The
increasing sales of imported cosmetics are caused by stronger purchasing power of people
now-a-days. More people are capable and willing to pay more for high quality products,
especially young-adults who want to look attractive by using premium cosmetics. Besides
price are not the only factors that influence consumer decision-making need for the study .
Both men and women depend on the cosmetics for their beauty enhancement. The
cosmetics have been exported to the various part of the world thereby cosmetic industries are
contributing export revenues to India as well as to the economic development. The major
purchaser of the cosmetics is young adults. Realizing the importance of the cosmetics
industry, an attempt is made to study the consumer behaviour towards purchase of cosmetics
among young adults.
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. On the basis of that consumers make further decision regarding
whether to purchase or not and from where to buy the product that the consumer prefers.
Background and problem:
Everyone wants to be beautiful. The global world we are living in sets stereotypes that
become models. Models that are over represented all around us: in the magazines, on the
television, in the fashion shows, in the commercials, in the streets and even at work or at
school. It is a fact, everybody wants to look like the magazines’ figures, men as well as
women: a perfect skin and a perfect body for a perfect life. This growing concern is a gold
mine for the cosmetic brands. But how to define cosmetics? Cosmetics are substances used to
enhance the beauty of the human body. It implies psychologically that you are compensating
for something you do not have. Cosmetics include products such as shampoos and soaps as
well as make-up, hair cares and perfumes.The women market is running since a large number
of years whereas the business of selling cosmetic for men is booming since a couple of year.
The male body, before eclipsed by its female counterpart, is more and more shown off in the
media, advertisement or the cinema. Nowadays, men are more conscious of their body and
the need to conform to the injunctions of youthfulness, healthiness, and thinness which make
them go from “sanitarians to body aesthetics” . The development of fashion magazines for
men reinforces this new concern of the men for their appearance. The explosion of the male
press in general goes hand in hand with the one of consumption of beauty products for men.
Thus, the men conform more and more to certain patterns of beauty and are more sensitive to
the cosmetics, like products enable them to improve their appearance, to put it in scene, to
dramatise it.However, although men use more and more cosmetics, it is estimated that their
products are still bought at 80% by their wife . But, even if market research suggests that the
women expect their companions to take care of their appearance also, some still fear that the
purchase
of cosmetic products call into question their virility, associating them to a female, effeminate
or homosexual universe; the stereotypes seem to have the hard life! Indeed, the body,
appearance, and the beauty reflect to the game of seduction and consequently with sexuality
and the object or rather about the desire: women versus men. Therefore, as research remain
relatively seldom when talking about cosmetics for men, it seemed important to understand
what these terms mean today for the men, considering the evolution of mores and mentalities
on the one hand, and of their orientation or preference for one or the other sex, on the other
hand. In fact, men do not have the same “cosmetic” speech obviously as the women
(Solomon and al.1998), which explains certain failures of products due to packaging
considered to be too feminine or inadequate smell. Also, it can be supposed that the
heterosexuals do not have the same uses and experiences of this category of products as the
homosexuals. Obviously, many differences exist between the market of cosmetics for
women, and the one for men. Thus, the firms have had to adapt their marketing strategies to
this new target to lead them buy their products. Those adaptations touch all the areas of the
mix marketing: product, communication, place and price.
Purpose:
The behaviour of the men is not easy to understand and is actually the core of this work. The
focus will be on the relationship that men have with self-appearance and cosmetics or beauty
care product. Some said that men were not ready to use cosmetic products whereas others
considered the mentalities ready to face a boom in this market. Is it relevant to talk about one
mentality? Or is it rather better to define different targets with different needs and wants?
And therefore different marketing strategies? To answer those questions, this study will focus
on the customer behaviour and more precisely, on developing the self-concept theories: self-
esteem and self-image. Self concept is the totality of the individual thoughts and feelings
having reference to himself . The self esteem is part of self-concept: It is in connexion with
the need for an individual to be recognized by himself and by the others. It is an element
about the ability for a person to assert himself, to look at him, to assume his mistakes and his
regrets, to love himself and thus to be self-confident. And finally, the self-image is the mental
picture someone has about himself, based on experiences or on the internalization of others’
judgments. After having defined those theories, the next part will wonder about the
mechanisms that link the customer and the self-esteem. As a matter of fact, the self esteem is
directly influenced by the use of cosmetics: the purpose will be to identify in which extent
self esteem influence the men behaviour.
Delimitations: The paper’s limitations are firstly that the product’s offer will not be analysed,
because the study will rather focus on the demand since the topic is more in connexion with
the customer behaviour. Then, all the different kinds of products will not be studied. Indeed,
it is considered that perfume is not representative enough; those products are already
common in the male gender. Therefore the focus will be on the cosmetics that have had a late
development such as the moisturizing creams, the scrubs etc. The inquiry is mainly
concerning the European market. Nevertheless, there are also in the survey some answers
from people from the USA, Turkey, Pakistan and China. The cultural dimension is quite
obvious in the inquiry; the consumption of cosmetics products is probably not the same in
every countries according to cultural dimensions. However it has been decided not to
consider this dimension, firstly because it would be too complicated, and then because the
most important is the main tendency in the global market.
Plan:
The first part of this study is a market and product analysis: the history of this market, the
different actors and the main trends in the marketing mix. Then, the second part is about the
customer’s behaviour by considering the evolution of the mentalities, the taboos still present
in the today’s society. This part will be finished by presenting the different types of
cosmetics’ customers. This customer behaviour will be then analyzed through the self-esteem
theory and finally, the theoretical data will be compared with the empirical ones: the survey.
Those parts are considered to be the most interesting since so far, no studies have treated the
link between the self concept’s theories and the use of cosmetics for the male gender.
As per the latest researches, the global Cosmetic market was 460 billion USD in 2014 and is
estimated to reach 675 billion USD by 2020 growing at a rate of 6.4% and as of the cosmetic
products, Skin care has the highest market share compared to Oral Cosmetics would be the
fasted growing market during the forecasted period under this study
(http://www.businesswire.com).
It is very difficult to understand Consumer attitude which gives both difficulty and
development to the company. As per this modern world, the Consumers have lot of
interest regarding the cosmetic products and also they having awareness about cosmetic
product attributes with respect to health care
also. The marketers of the cosmetic companies need to understand the consumer attitude on
cosmetics buying behaviour which brings success and improved market share to the
company. The researcher of this study focuses on the factors that affect the buying decisions
of consumers in order to get reliable and valid results that helps to the company for focusing
on future strategies of marketing
In another research study, the Cosmetics are radiance of science, packaged up in the
service of elegance. These cosmetics or personal care products are usually mixtures of
chemical compounds or organic ingredients that enhance and alter the appearance or odor,
without affecting the function as well as structure of the human body. Some of the Lotions,
powders, gels, deodorants and perfumes and color makeup are among the widely used
cosmetic products which add both color and fragrance to the human body. However, some of
the beauty products do that using a blend of functional additives, found around us since
decades and many of these products are simply variations on the existing theme, made from
list of functional additives, such as glycerin, petroleum jelly, volcanic ash, salts, and
solvents and so on. Interestingly, when you apply some of these cosmetic products and
personal care products, one can get "cell growth", "wrinkle free skin", "energy infusion",
"cellular breakdown" and
everything that assures elegance, which helps one feel more sanguine in every aspect of life.
It was found that over the past decade, there has been a robust growth in the global cosmetics
market across different product segments and demography across the world. This research
shows that in this segment
it is expected to garner sales growth at a CAGR of 3.7 percent during the forecast period of
2015 to 2020. Besides this, the division is valued at $390.07 billion by 2020.
Buying habits are changing. Digital technologies enable consumers to experience brands in
entirely new ways. The modern consumer expects a two-way conversation and nowhere is
this more the case than in the cosmetics industry. Suzy Ross, senior advisor at Accenture,
explains "Brand owners today have a direct relationship with customers. Brands who put
their customers at the heart of the product and the product experience will beat those who
don’t".
Cosmetics is undergoing massive disruption and as technology evolves, there are new
challenges, opportunities, risks and rewards opening for brands and marketers.

As Ukonwa Ojo, senior VP at CoverGirl, explains: "New technologies make it easy for
beauty lovers to access trends, looks, content and experiences. Shopping behaviours have
shifted towards e-commerce and specialty versus traditional bricks and mortar. And it is no
longer just about beauty basics like mascara, foundation and lipstick. People want to try
liners, contouring and highlighting products, shadows, glitters, glosses and so much more.
The range of choice within brands has expanded as dramatically as the number of brands
themselves."
Social media has completely disrupted the way brands connect with consumers, but also
ushered in a totally new business model. Instagram and YouTube have changed the way
consumers interact, becoming marketing channels, and indeed sales channels, in their own
right through PR, digital advertising, paid-for influencer marketing and organic influencer
behaviour.
Stephane Berube, CMO at L’Oréal, talks about his company as both manufacturer and
service: "Our consumers are at the heart of the business and we work tirelessly to offer
products and services they want and need. They are now in the driver’s seat – they are no
longer going to be told what to do or what do buy. They know what they want and they will
interact with brands how they want to."
Cosmetics brands have quickly moved from a product-based model to an experience-based
model. It is no longer just about the product. As Suzy Ross says, "consumers are looking for
a fully interactive experience with their cosmetics brands becoming part of their lifestyle".
Big brands are responding to this, for example, L’Oréal now allocates 30% of its media spend
to digital channels. A significant initiative from the company has been its ‘Beauty Squad’
campaign, where a number of influencers created YouTube videos and articles for both
L’Oréal’s website, social channels and their own channels, tapping into a combined
influencer reach of 5.5m. It meant that L’Oréal had created the kind of content users are
searching for – mainly beauty tips, advice and tutorials.
Here are three major consumer trends…
Made for social 
Social media does more than channelling trends, it also creates them, and is now driving the
creation of new products. Brands that have been able to react quickly have been able to
unlock whole new revenue streams.
For example, the desire to be "selfie-ready" for younger consumers who want to portray a
flawless look on social media and emulate the style of stars such as Kim Kardashian or Tanya
Burr, has given rise to new camera-ready make up ranges. Almost a quarter (22%) of women
aged 16-24 said they wear make-up to create a camera-ready look, up from an average of 7%
the previous year. Eyebrow grooming products – designed to give make-up users thicker and
darker-than-natural eyebrows, with models such as Cara Delevingne driving the trend – now
form a market worth over £42 million annual, up £10 million from the previous year. That’s
the sale of nine million eyebrow product units in 12 months.
"Brands are no longer in control", says Ojo, "Our consumers demand what they want and
then co-create with us. Social media enables a two-way dialogue. Marketers can stay ahead
by being consumer-obsessed: constantly attuned to what fans, followers, competitive users
and beauty lovers, in general, are telling us they want. And, hearing and seeing certain signals
even before they've fully emerged. We do a lot of trend sensing through sophisticated
research and social-listening techniques."
Some brands are using Artificial Intelligence (AI) to help - Berube explains what L’Oréal is
doing: : "AI helps us predict and forecast market-wide trends and so serve the consumer. AI
helps us connect with our consumers, allows us to personalise our approach and develop our
business in line with consumers."
Individual customer experiences 
The cosmetics industry has become much more focused on inclusivity with new products
catering for every demographic, and marketing campaigns showing consumers of all sizes
and ages. Dove’s marketing campaigns kicked this off a few years ago, but even fashion
brands such as Asos, now show photographs of the same clothes on different size models,
and H&M has an app that puts you in the catalogue styling the clothes yourself.
Brands across the industry are revamping how they speak to and listen to consumers, who
largely just want to find products that suit them. Rihanna’s Fenty Beauty range has created an
ultra-personalised product range. The Fenty Beauty range brings more choice to black
women, its Pro Filter Foundation line, carrying 40 tones, saw the darkest sell out fastest. The
company was valued at a reported $72m in the first month the products went on sale - clearly
it has found a winning formula
This change is long overdue, for example, according to a 2016 Raconteur study, 61% of
British women were not able to find their foundation match, and women with darker skin
tones were paying 70% more for foundation from specialist ranges. Mintel research found
that older women feel frustrated by a lack of information on how to care for their skin as it
ages. As Suzy Ross says, "the cosmetics industry is not just about selling products, it about
giving someone confidence, a feeling of wellbeing and satisfaction. That can’t happen unless
there are products and experiences that suit everyone".
How the industry is dealing with change
In response to these industry trends, beauty and cosmetics brands are busy making plans for
the future, with the big names still having the muscle to make big moves and take risks. But
brands of all sizes are embracing digital technologies to get closer and more personal with
their consumers.
For example, L’Oréal bought Modiface, an artificial-reality beauty company that maps an
individual’s face digitally then virtually applies product. Chief digital officer Lubomira
Rochet said Modiface would "support the reinvention of the beauty experience around
innovative services to help our customers discover, try and use our brands". Pushing
technological boundaries only works if it has a purpose – and isn’t done for technology’s
sake. Modiface clearly solves a consumer problem, how to test make-up effectively.
Established brands are learning from the new market-entrants and building new partnerships
to reach their consumers and stay relevant. Elizabeth Arden partnered with YouCam Makeup,
a make-up app, so users can try products then buy directly from the company’s site. Ophelia
Ceradini, VP of digital innovation and technology at Estee Lauder, cites the use of an online
tutorial that has helped launch a new range of eye and face cream: "We show people how to
apply the eye cream and use a massaging applicator and we’ve developed a Facebook
Messenger chatbot to help customers choose and layer products. We can also direct
customers to a live chat with a skin expert."
However, maximising digital channels is not without its own challenges, and proper curation
is required. The Beauty Digital Brand Report published early in 2018 said that 65% of
women felt overloaded with options – and this included the impact of influencers, media and
celebrities.
To sort through this jungle of choice, consumers want guidance, they want customisation and
personalisation. That’s where the science comes in. The Beauty Digital Brand Report quotes
brand consultant Antony Hawman from The Partnership Atelier: "Brands should be investing
in their data science/analytics teams, as these insights drive all new product development,
buying and marketing decisions. In the climate that we’re in, this is a gift, as it means we’re
able to base our buying decisions on qualitative and quantitative customer feedback and
shopping habits along with our sell through reports, to give the best shopping experience we
can."
The industry recognises there is no ‘one size fits all’ approach, and it can now do something
about it through the use of their consumers’ data. Key examples of truly personalised
cosmetics are Trinny London’s computer-generated prescription of products and Eyeko’s
bespoke mascara service, as well as skincare which tackles anti-ageing at its source. In the
case of beauty brand ALLÉL’s, even DNA analysis is included.
Indeed, data, when used effectively, can be extremely beneficial to a brand. Recent research
from Accenture Interactive shows that consumers are more likely to buy from an on-line
retailer that knows their purchase history (65% more likely) or one that recommends options
based on their past purchases (58% more likely).
"Brands can be hyper-personalised and relevant like never before which is really exciting",
said Sohel Aziz, managing director, Accenture Interactive. "However, to build experiences
and products that consumers really value, brands need to ensure they use their consumers’
data responsibly and focus on the core proposition."
Christian Dior
The House of Dior was established on 16 December 1946, in "a private house" at 30 Avenue
Montaigne in Paris. However, the current Dior corporation celebrates "1947" as the opening
year. The new couture house became a part of "a vertically integrated textile business"
already operated by Marcel Boussac, co-owner of the company along with Monsieur
Christian Dior. 
Until 1978 Dior brand was owned by Boussac Group, which filed for bankruptcy that year,
and 
On 12 February 1947, Dior launched his first fashion collection for Spring-Summer 1947.
The show of "90 models of his first collection on six mannequins." was presented in the
salons of the company's headquarters at 30 Avenue Montaigne. The new collection went
down in fashion history as the "New Look" after the editor-in-chief of Harper's Bazaar
Carmel Snow's exclamation, "It's such a New Look!" The signature shape was characterized
by a below-mid-calf length, full-skirt, large bust (which had fallen from style in 1912), and
small waist. In refutation to the post-war fabric restriction, Dior used twenty yards of
extravagant fabrics in his creations. The New Look became extremely popular, its full-skirted
silhouette influencing fashion and other designers well into the 1950s, and Dior gained a
number of promiment high-profile clients from Hollywood, the United States and the
European aristocracy as a result.
VISION
 “To become the world’s most popular brand in all products that inhance their
lifestyle.
MISSION
 “True Luxury requires genuine materials and the craftsman’s sincerity. It is only
meaningful when it respects tradition”. Chirstian Dior.
 We strive to create the environment that is fun, welcoming and that encourages
customers to tap into their creativity and explore their personal styles.
 Our strive to provide clients with the highest quality promotional merchandise
available worldwide.
GOALS & OBJECTIVES
 To reinforce the brand recall in the consumer mindset,
 To engage with the talents of the local fashion scene; build brand attachment,
 To provoke a positive emotional response from locals towards Dior,
  To reinforce the brand equity in the consumers mindset,
 To demonstrate Dior savior-faire
 To establish an exclusive and privilege community around Dior.
SHORT TERM PLANS
 Improve the website
 Marketing & advertising towards males

LONG TERMS PLANS

 Offer economical line
 Counterfeit protection
 Develop untapped merkets
ORGANIZATIONAL STRUCTURE
IERARCHY DIAGRAM
DIRECT
COMPETITION (DIOR vs CHANEL)
 Although Dior is one of the most influential and impacting companies within the
fashion sector, other business’s on the same level therefore become highly
competitive to make the same impact on their audience as Dior. Fashion itself is an
incredibly strong competitive market; which is some cases can help the overall
business, as it can push certain audiences in different directions as they have to
choose which brand to go for. However with negative publicity or a bad review on a
garment it can have a devastating effect on not only the company, but sales too. 
 One of the biggest competitors in competition with Dior is Chanel; the two giants of
the couture world. Being placed opposite each other in selfridges and other
departments stores, as well as being round the corner to each other in London’s busy
city centre, it causes a lot of friction between the two brands. Prices, colours, crops
and materials are all so definitive from the catwalks and what is wanted by the target
audience for that season, the chances for individuality are slim, however let alone
competing with big brand. For the last 4 years in a row Dior has been the most bought
perfume range above Chanel, however the Chanel handbag sales have increased
largely over the past 2 years, much higher than Dior. Therefore, when a large
competitor is so close in the market, at times compromise is the only way around this
problem. Dior and Chanel will however always be trying to out do each other as it is
simply the industry that they find themselves in.

INDIRECT COMPETITION
PPR is also a French retailer and luxury goods company. In both size and earnings, PPR is very
comparable to LVMH, but does not have the international diversification LVMH does. PPR's luxury
brands that are in direct competition with LVMH fall under PPR's Gucci Group and are: Alexander
McQueen, BottegaVeneta, Balenciaga, Yves Saint Laurent, Stella McCartney, Gucci, Boucheron and
Sergio Rossi. PPR also owns Puma, an affordable men's and women's sportwear line, giving it a
broader market share than just luxury retail.
CompagnieFinancièreRichemont is primarily focused on watches and jewelry. LVMH is not a huge
competitor for it's main business. However, Richemont does hold Dunhill, AzzedineAlaïa, Shanghai
Tang, Chloé and the leather goods brand Lancel. These luxury brands compete directly with LVMH.
Valentino Fashion Group is another international luxury goods conglomerate just like LVMH. It owns
Valentino, Hugo Boss, Marlboro Classics and M Missoni. Valentino Fashion Group's own brands
include: Lebole, Oxon and Portrait, and they own 45% of luxury American brand ProenzaSchouler.
LVMH and Valentino Fashion Group are direct competitors and sell their products together in high-
end department stores and in freestanding boutiques.
Christian Dior makes men's and women's fashion and accessories. It operates over 235 boutiques
worldwide. Its range of goods includes fashion and leather, watches and jewelry, perfumes and
cosmetics, wines and spirits, and Dior couture. However, Dior owns a 42% stake in LVMH and is
controlled by Bernard Arnault. A good chuck of their revenues come from LVMH, so it's difficult to
think of them as a direct competitor.
Other competitors include Hermes, Burberry, Giorgio Armani, Polo Ralph Lauren, Chanel, Coach,
Dolce &Gabbana, Jimmy Choo, Mulberry, Salvatore Ferragamo, Tiffany & Co. and Versace.
BUSINESS PREDICTION
 Christian Dior SE, simply known as Dior, is a French luxury merchandise company. It
is controlled and chaired by the French businessman, Bernard Arnault, who is also in
charge of LVMH – the biggest luxury group in the globe.
 It was established by the eponymous designer, Christian Dior in 1946. Today, it
retails and designs fashion accessories, jewelry, fragrance, skincare products, ready-
to-wear, leather goods, footwear, timepieces, and make-up, while also maintaining its
tradition as a creator of recognized haute-couture (under the Christian Dior Couture
division).
 Belonging to the apparel sector means this company will be affected directly and
indirectly by a number of disruptive opportunities and challenges over the coming
decades. While described in detail within Quantumrun’s special reports, these
disruptive trends can be summarized along the following broad points:
 First off, 3D fabric printers that can ‘print’ bespoke blazers and sewing robots that can
sew together more t-shirts than 20 humans can in a single hour will result in clothing
manufacturers being able to significantly cut their manufacturing costs for the masses,
while also offering more customized/tailored clothing options to individuals.
 Similarly, as clothing production becomes more automated, the need to outsource
production will be replaced with domestic automated clothing factories that will cut
down on shipping costs and speed up clothing/fashion cycles.
 Automated and local and customized clothing production will allow for clothing lines
to be tailored to localities instead of for national markets. Fashion insights will be
gathered digitally by scanning local news/social feeds and then clothing to reflect said
news/insights/fads/trends will be delivered to said localities shortly thereafter.
 Advances in nanotech and material sciences will result in a range of new materials
that are stronger, lighter, heat and impact resistant, shapeshifting, among other exotic
properties. These new materials will allow for a range of new clothing and accessories
to become possible.As augmented reality headsets become popularized by the late
2020s, consumers will begin superimposing digital clothing and accessories on top of
their physical clothing and accessories to give their overall look a more interactive
and potentially supernatural flare.
 The current physical retail meltdown will continue into the 2020s, resulting in less
physical outlets to sell clothing. This trend will eventually encourage apparel
 companies to invest more into developing their brands, developing their online
ecommerce channels, and opening their own brand-focused physical stores.
 Global Internet penetration will grow from 50 percent in 2015 to over 80 percent by
the late-2020s, allowing regions across Africa, South America, the Middle East and
parts of Asia to experience their first Internet revolution. These regions will represent
the biggest growth opportunities for online apparel companies looking to expand into
new markets.
 CHAPTER II
Research Methodology
Introduction-
Research imethodology is 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.Research methodology is the specific procedures or techniques used to identify,
select, process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a study’s overall validity and
reliability. The methodology section answers two main questions: How was the data collected
or generated? How was it analyzed? 
An experiment is a research method for investigating cause and effect under highly controlled
conditions. When conducting an experiment, researchers will test a hypothesis. A hypothesis
is a statement of how two or more variables are related.
Objectives of the study:
1. To understand the attitudes and perceptions of respondents towards cosmetics products.
2. To understand the growth of the cosmetics sector in today’s scenario.
3. To study the respondent's awareness towards chirstina dior.
4. To know people perception towards christina products available in the market.
5. To understand people’s consumer behavior with reference to cosmetics.
Significance of the study:
Limitations of the study:
Introduction: Every study has a limitation or two as there are many factors which affects the
results and that are out of a researcher’s control. These factors are called ‘Confounding
variables’. In the present study, the confounding variables are age (the age of the participants
is not a deciding factor to the use of social media), and Human behaviour as it may vary from
person to person and the situation in which the responses are given.
1. Age- Age is a limitation for the study. As the study did not collect the age of the
respondents it became a difficulty to segregate the responses as per the age of the person/
respondent.

2. Geography- The area of the study is not determined in the survey. As the area is not
specific, it may have a change in the type and number of responses of the respondents.
3. Survey method- The survey for the case study was carried out using convenient sampling
method. Due to limited resources, high rated surveys were not conducted and thus we
have limited number of responses.

4. Human Behaviour- Human Behaviour cannot remain constant all the time. Thus, the
responses from people also changes depending on the situation and the time. Thus, it is a
huge difficulty to come to a conclusion with the responses.

5. Time Limit: The survey and the research had a time limit and hence, it had a pressure on
the respondents to answer in a short period of time as the research had to have a
conclusion.
 CHAPTER III
Literature review
Introduction:
A literature review is an evaluative report of information found in the literature related to
your selected area of study. The review should describe, summarise, evaluate and clarify this
literature. It should give a theoretical base for the research and help you determine the nature
of your research. Works which are irrelevant should be discarded and those which are
peripheral should be looked at critically.
A literature review is more than the search for information, and goes beyond being a
descriptive annotated bibliography. All works included in the review must be read, evaluated
and analysed. Relationships between the literatures must also be identified and articulated, in
relation to your field of research.
1: Desai K. (2014) studied consumer buying behavior of cosmetic products in Kolhapur. His
main objective to study the paper is to identify the factors influencing the consumer buying
decision of consumers for cosmetic products. Another objective of the research was to study
buying process for cosmetic products. Convenient sampling method was used as data
collection method. Simple percentage and ranking techniques were used as statistical
techniques. He found that the major part of cosmetic market is covered by females.
According to his research, quality is the most important factor influencing the consumer
buying decision. Television and reference groups are other important factors to influence
consumer buying decision.
2. Rameshwari P., Mathivanan R., Jeganathan M., (2016) studied consumer buying behavior
of cosmetic products in Thanjavur, Tamilnadu. Main objective of the study is to identify
reasons for purchasing cosmetics and to identify factors influencing consumer buying
decision for cosmetic products. Convenient sampling method was used as research method.
Factor ranking method was used as statistical technique for analyzing data. In this study, it
was found that though cosmetic market is dominated by female consumers, male consumers
also participate in the same. The working respondents are more focused about their
appearance and ready to buy high end products.
3. Dr. Anandrajan S., Sivagami T. (2016) studied consumer purchase decision behavior
towards cosmetic marketing. The aim of the study was to study consumer behavior marketing
of cosmetic products. They also want to know the influence of various media in motivating
the consumer on a particular brand of cosmetics. Random sampling technique was used.
Sample size was 200. Direct Interview method was adopted to collect data. Simple and bi-
variate tables were prepared from information collected. Percentage Analysis was used for
analyzing data. It found that reduction in price and attractive promotional schemes can attract
more customers. The study concluded that cosmetics are not part of luxury. Manufactures
need to identify the need before marketing the cosmetic product.
4. Prof. Anute N., Dr. Deshmukh A. Prof. Khandagale A. (2015) studied consumer buying
behavior towards cosmetic products. The main aim of study was to study demographic profile
of consumers and to find factors affecting consumer purchase decision. They also want to
know the purchase pattern for cosmetic products. They found that majority of people use
domestic cosmetic brand, television is most effective media to get information of cosmetics;
quality of product is considered as most important factor for consumer purchase decision.
5. Jawahar V., Dr. Tamizhjyothi K.( 2013) studied consumer attitude towards cosmetic
products. The main aim of the study was to examine the influence of attitude on consumer
buying behavior and to identify the important factors that determine the buying behavior.
6. Banu Rekha M., Gokila K. (2015) studied consumer awareness, attitude and preference
towards herbal cosmetic products with special reference to Coimbatore city. The main aim of
study was to consumer awareness towards herbal cosmetics, to identify the factors
influencing the consumers to use herbal products. Descriptive research design was used with
non probability convenience sampling with 50 respondents of Coimbatore city. Karl
Pearson’s co-efficient of correlation, average ranking analysis and chi-square analysis were
used for data analysis. They found that family income per month and spending for herbal
products have positive correlation. Quality was ranked as most important factor that
influences consumers to purchase cosmetics. They concluded the research with a note that
consumers believe that herbal cosmetics are not a luxury now and should be used by
consumers.
7. Research suggests that beauty consciousness among people in general is changing.
Vigneron and Johnson (1999) reported that people’s needs for appearances and materialism
were increasing.
That is human beings wanted to satisfy the need to look and feel good. This created a boom
in the cosmetic and toiletries sector across the world. Chambers Encyclopedia defines
cosmetics as (a) articles intended to be rubbed, poured, sprinkled or sprayed on, introduced
into or otherwise applied to the human body or any part thereof for cleaning, beautifying,
promoting attractiveness or altering the appearance and (b) articles intended for use as a
component of such articles. Now a variety of cosmetic and toiletries ranging from natural to
sophisticated items are available in the market. The pattern and preference of use of these
items vary according to different segments of gender, age and socio-economic class. When
we review the literature on the cosmetic and toiletry industry, not many studies are available
especially about Indian scenario.
8. Most early theories of consumer behavior were concerned with the purchasing
characteristics and influential factors. Schutte and Ciarlante (Schutte & Ciarlante,
1998)argued that in China the purchase decision is typically based on the usefulness of the
product such as its physical characteristics and price value. However, recent studies outlined
by Liang (Liang, 2008) suggested that women’s purchasing pattern differs with men. Their
buying decision tend to influenced easily by the purchasing environment, and have more
impulse purchase. Besides, generally speaking, females have strong self-awareness when
purchasing, which means majority of the decisions were made on the basis of personal
preference or subjective impression, sensation.
9. Matic M., Barbara P. (2015) studied consumers’ purchase intensions towards Natural
cosmetics. The main aim of study was to identify the determinants that influence intensions
of consumers towards purchasing natural cosmetics. The data was collected through online
questionnaire .data were collected from 204 samples. Logistic regression and correlation
were used for data analysis. Results of the correlation analysis indicate that there is a strong
positive correlation between purchase intentions towards natural cosmetics and consumer
references of natural cosmetics. The findings may be useful to online retailers, as well as
marketers and practitioners to recognize and better understand the new trends that occur in
the industry of natural cosmetics.
10. Dr. Nagananthi T., Mahalakshmi M. (2016) Studied consumers’ brand preference and
buying behavior of cosmetic products at Coimbatore city. The main aim of study was to
identify consumers’ brand preference towards cosmetic products and to determine the
relationship of brand factors with demographic data. Primary data were collected from 200
samples through convenience sampling. Chi square test and one way ANOVA were used for
data analysis. They found that personal care is one of the most important reasons for
purchasing cosmetics. Himalaya herbals were the most important brand among consumers.
Demographic factors influence consumer to purchase the cosmetics.
11. Dr. Vibhuti, Dr. Ajay Kumar, Pandey V. (2014) A Case Study on Consumer Buying
Behavior towards Selected FMCG Products. The aim of the study was to identify factors
affecting consumer buying behavior towards FMCG products. The data were collected
through questionnaire. They found that 4 Ps of marketing that is price, place , promotion and
product quality affect the consumer buying behavior along with psychological and
physiological factors.