1.

1 INTRODUCTION:
A cosmetic refers to all of the produce to care for and clean the human
body and make it more beautiful. The main goal of such products is to maintain
the body in a good condition protest it from the effects of the environment and
aging process, Change the appearance and the make the body smell nicer. The
rising beauty concerns among both men and women are propelling the Indian
cosmetics industry, which has witnessed a strong growth in the last few years.
The country „s cosmetic sector has, in fact, emerged as one of the markets
holding immense growth potential. New product launches catering to
consumers growing requirements will fuel growth in the industry, for which the
future outlook seems exceptionally bright. 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. Generally, cosmetic
products are these products which a consumer uses for his personal purpose. As
per the time passes away, the demand of cosmetic products is also increasing
day per day and future of these products are also very bright and profitable.

Indian cosmetic industry has an even greater potential for growth than it is
presently experiencing and it is highly fragmented and concentrated in the
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.

1
1.2 HISTORY OF BRAND COSMETICS:
1.2.1 LOREAL
In 1909, Eugène Scheler, a young French chemist, developed a hair dye
formula called Auréale. Scheler formulated and manufactured his own
products, which he then sold to Parisian hairdressers. On 31 July 1919, Scheler
registered his company, the Société Françoise de Ceintures Inoffensive pour
Cheverus (Safe Hair Dye Company of France). The guiding principles of the
company, which eventually became L‟Oréal, were research and innovation in
the field of beauty. In 1920, the company employed three chemists. By 1950,
the teams were 100 strong; that number reached 1,000 by 1984 and is nearly
2,000 today.

Scheler provided financial support and held meetings for La Cagoule at

L‟Oréal headquarters. La Cagoule was a violent French fascist-leaning and
anti-communist group whose leader formed a political party Movement Social
Revolutionaries (MSR, Social Revolutionary Movement) which in Occupied
France supported the Vichy collaboration with the Nazis.[5] L‟Oréal hired
several members of the group as executives after World War II, such
as Jacques Corrie, who served as CEO of the United States operation. This
involvement was extensively researched by Michael Bar-Zohar in his
book, Bitter Scent.

L‟Oréal got its start in the hair-colour business, but the company soon branched
out into other cleansing and beauty products. L‟Oréal currently markets over
500 brands and many thousands of individual products in all sectors of the
beauty business: hair colour, permanents, hair styling, body and skin care,
cleansers, makeup and fragrances. The company‟s products are found in a wide
variety of distribution channels, from hair salons and perfumeries to hyper –
and supermarkets, health/beauty outlets, pharmacies and direct mail.

L‟Oréal has six worldwide research and development centres: two in

France: Aulani and Chevelle; one in the U.S.: Clark, New Jersey; one
in Japan: Kawasaki, Kanagawa Prefecture; in 2005 one was established

2
in Shanghai, China, and one in India. A future facility in the US will be
in Berkeley Heights, New Jersey.

From 1988 to 1989, L‟Oréal controlled the film company Para vision, whose
properties included the Filiation and De Laurentius libraries. Studio
canal acquired the Para vision properties in 1994.

L‟Oréal purchased Synthol in 1973 to pursue its ambitions in the

pharmaceutical field. Synthol merged with Sanofi in 1999 to become Sanofi-
Synthol. Sanofi-Synthol merged with Aventis in 2004 to become Sanofi-
Aventis.

On 17 March 2006, L‟Oréal purchased cosmetics company The Body

Shop for £562 million.

L‟Oréal‟s famous advertising slogan is at “Because I‟m worth it”. In the mid-
2000s, this was replaced by “Because you‟re worth it”. In late 2009, the slogan
was changed again to “Because we‟re worth it” following motivation analysis
and work into consumer psychology of Dr. Maxim Titorenko. The shift to “we”
was made to create stronger consumer involvement in L‟Oréal philosophy and
lifestyle and provide more consumer satisfaction with L‟Oréal products.
L‟Oréal also owns a Hair and Body products line for kids called L‟Oréal Kids,
the slogan for which is “Because we‟re worth it too”.

1.2.2 MAYBELINE
The Maybelline Company was founded in Chicago by Thomas Lyle
Williams in 1915. Williams noticed his older sister Mabel applying a mixture
of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He
adapted it with a chemistry set and produced a product sold locally called Lash-
Brow-Ine.

Williams renamed his eye beautifier Maybelline in her honour. In 1917, the
company produced Maybelline Cake Mascara, "the first modern eye cosmetic
for everyday use," and Ultra Lash, the first mass-market automatic, in the
1960s.

3
In 1967, the company was sold by Williams to Plough Inc. (now Schering-
Plough) in Memphis, Tennessee. The entire cosmetic production facility was
moved from Chicago to Memphis over one weekend.

In 1975, the company moved to Little Rock, Arkansas, where it is still

located. In 1990, Schering-Plough sold Maybelline to a New York investment
firm, Wasserstein Perella & Co. Maybelline‟s headquarters remained in
Memphis until its acquisition by L'Oréal in 1996. Its headquarters was then
moved to New York City in 1996 and its factory to Brooklyn in 2000.

Maybelline received a boost when the company hired Lynda Carter as the
company's beauty fashion coordinator after her television series ended; she also
appeared in several of its television and print advertisements. Josie
Maran, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang
Ziyi, Siti Nurhaliza, Fasha Sandha, Sheetal Mallar, Julia Stegner, Jessica
White and Kristin Davis have endorsed Maybelline products. The current faces
of Maybelline are Adriana Lima, Christy Turlington, Charlotte Kemp
Muhl, Emily didonato, Beatriz Shantal, Jourdan Dunn, Josephine Skriver, Gigi
Hadid, ITZY Liza Soberano and Urassaya Sperbund. In 1981, the company
adopted its advertising slogan Maybelline, Maybelline Ooh La La which was
used until 1991 when the tagline changed to Maybe she's born with it, maybe
it's Maybelline. The slogan was named as one of the most recognizable
straplines of the past 150 years, according to CBS Outdoor.

1.2.3 LAKME
Lakmé is an Indian cosmetics brand, as it is owned by Hindustan
Unilever. Having Shraddha Kapoor, Kajal, Kareena Kapoor, and Ananya
Pandey as brand ambassadors, it ranked at number 1 among the cosmetics
brands in India. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco).
It was named after the French opera Lakmé, which itself is the French form of
devi Lakshmi (the Hindu goddess of wealth) who is renowned for her beauty. It
was started in 1952 famously, because Prime Minister Jawaharlal Nehru was
concerned that Indian women were spending precious foreign exchange on

4
beauty products and personally requested JRD Tata to manufacture them in
India. Simone Tata joined the company as director and went on to become the
chairperson. In 1996, Tata sold off their stakes in Lakmé Lever to HUL, for Rs
200 Crore (45 million US$).

In The Brand Trust Report 2012, Lakme was ranked 104th among
India's most trusted brands and following year it was ranked 71st on the list. In
2014, Lakme was ranked 36th among India's most trusted brands according to
the Brand Trust Report 2014. The company is the title sponsor for Lakme
Fashion Week (LFW) a bi-annual fashion event which takes place in Mumbai.

1.2.4 DAZZLER
Dazzler Confectionery Company Private Limited is a Non-govt
company, incorporated on 23 Sep, 2008. It's a private unlisted company and is
classified as „company limited by shares.
Company's authorized capital stands at Rs 280.0 lakhs and has 50.052357%
paid-up capital which is Rs 140.15 lakhs. Dazzler Confectionery Company
Private Limited last annual general meet (AGM) happened on 30 Sep, 2013.
The company last updated its financials on 31 Mar, 2013 as per Ministry of
Corporate Affairs (MCA).
Dazzler Confectionery Company Private Limited is majorly in Business
Services business from last 14 years and currently, company operations are
strike off. Current board members & directors are Francisco mayoral Farkas
and Juan Eugenio mayoral Farkas
Company is registered in Mumbai (Maharashtra) Registrar Office. Dazzler
Confectionery Company Private Limited registered address is 17th floor,
normal building Nariman point Mumbai MH 400021 in.

1.2.5 BLUE HEAVEN

Blue Heaven Cosmetics Private Limited is an unlisted private company
incorporated on 13 December, 2002. It is classified as a private limited
company and is located in South West Delhi, Delhi. It's authorized share
capital is INR 1.00 car and the total paid-up capital is INR 29.20 lac.

5
Blue Heaven Cosmetics‟ operating revenues range is INR 100 cr - 500 cr for
the financial year ending on 31 March, 2021. It's EBITDA has decreased by -
39.96 % over the previous year. At the same time, it's book net worth has
increased by 2.01 %.

The current status of Blue Heaven Cosmetics Private Limited is - Active.

The last reported AGM (Annual General Meeting) of Blue Heaven Cosmetics
Private Limited, per our records, was held on 27 September, 2021. Also, as per
our records, its last balance sheet was prepared for the period ending on 31
March, 2021.

Blue Heaven Cosmetics Private Limited has five directors - Gautam

Gode, Barinder Singh, and others.

The Corporate Identification Number (CIN) of Blue Heaven Cosmetics Private

Limited is U24246DL2002PTC118034. The registered office of Blue Heaven
Cosmetics Private Limited is at b-104/5, phase-i, naraina industrial area, new
delhi, south west delhi, delhi.

6
 CHAPTER II
REVIEW OF LITERRATURE
 REVIEW OF LITERATURE:

Andrew Mc Dougall (2010) in his study stated that the main reason for the
growth in cosmetic sector is that the human being spent more for the cosmetics
owing to the concern for beauty and at the same resulted in the growth in
cosmetic sector1.

Hamza Salim Khraim (2011), analysed how factors of brand loyalty towards
cosmetic brands influence the consumer buying behaviour. The findings of this
study disclose that there is positive and significant relationship between factors
of brand loyalty namely brand name, product quality, price, design, promotion,
service quality and store environment with cosmetics brand loyalty2.

Yousaf, Usman et al (2012) tried to know the brand loyalty and affirmed that
brand credibility, brand awareness, brand association, perceived quality and
product knowledge are important to build brand loyalty. Result of this research
indicated that there is a positive relation between brand credibility, brand
awareness, brand association, perceived quality, product knowledge
(independent variables) and brand loyalty (dependent variables). It has also
been concluded that brand awareness has the highest impact on brand loyalty
and L‟Oreal consumers are more than other brands3.

Rajul Dutt (2013) in his paper “consumer preference towards special reference
of cosmetics in the United States and India”, tried to explain how consumer
behaviour is influenced by the culture of the individuals in India. He also
attempted to uncover the key facets of culture involved in shaping the decision

1
Andrew Mc Dougall (2010)” A study on customer satisfaction towards
cosmetic products-brand wise analysis” International journal of creative
research thoughts (IJCRT), volume 8, issue 5,(ISSN:2320-2882)
2
Hamza Salim Khraim (2011)” The influence of brand loyalty on cosmetics
buying behaviour of UAE female consumers”,International journal of
marketing studies (IJMS),volume 3.(ISSN 1918-719X,E-ISSN 1918-7203)
3
Yousaf, Usman et al (2012)” Studying brand loyalty in the cosmetic
industry”scientific journal of logestic “p ISS 1895-2038),(E-ISSN 1734-459X)
7
on the cosmetic purchased by the females. The study revealed that the society
to which they belong, the culture and the sub culture play a significant role in
the purchase of cosmetic products4.

Vibhuti, Dr. Ajay Kumar, Pandey V. (2014) A Case Study on Consumer

preference towards cosmetic Products. The aim of the study was to identify
factors affecting consumer buying behaviour 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
behaviour along with psychological and physiological factors5.

Anute N., Dr. Deshmukh A. Prof. Khandagale A. (2015) studied consumer

buying behaviour 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
decision6.

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.

4
Rajul Dutt (2013) “A cross – cultural comparative study of female
consumer behaviour with regards to the purchase of cosmetics by females
in the united states and india “ , international journal of management
research ans reviews : meerut volume 3 , issue 3 march (2013):2666-2672
5
Dr.vivhuti,dr. ajaykumar tyaji and vivek pandy (2014)”A study on consumer
buying behaviour fmcg product”international journal of scientific research
and management(ijsrm) volume 2 , issue 8 . pages 1168-1182
6
Prof. nilesh annute , dr. anand Deshmukh , prof.amol khadagale (2015), “
Consumer buying behaviour towards cosmetic product “international
journal in management and social science (ijms) volume 3 issue 7(ISSN:2321-
1784)
8
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 cosmetics7.

Nagananthi T., Mahalakshmi M. (2016) Studied consumers‟ brand

preference and buying behaviour 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 cosmetics8.

Anandrajan S., Sivagami T. (2016) studied consumer purchase decision

behaviour towards cosmetic marketing. The aim of the study was to study
consumer behaviour 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 analysing data. It found that reduction in price and attractive promotional
schemes can attract more customers. The study concluded that cosmetics are

7
Matic m.barbara p(2015)”Consumer purchase intension towards natural
cosmetics”UDK:658:89:159.94 Priliminary communication
8
Dr. nagananthi, t. mahalkshmi, m (2016) “Consumers preference and
buying behavior of cosmetic product at Coimbatore city” volume 4 issue
1inter and continental journal of marketing research review
9
not part of luxury. Manufactures need to identify the need before marketing the
cosmetic product9.

Ligo Koshy (2017) in a study on the factors influencing the buying behaviour
of face care product among youth stated that improved technology, better
education, advancement in science and economic growth has provided people
with increased purchasing power. The influence of media had made people are
more conscious towards beauty, hygiene and better life style. The study
revealed that female consumer gave prime importance to brands name of
products followed by the ingredient and advertisement respectively10.

Santanu kumar das(2018) this results show that there is a significant

association between monthly income of consumers and price of cosmetics and
there is a significant association between educational qualifications of
consumers and quality of cosmetics. Therefore, an appropriated and efficient
advertisement strategy should be adopted in order to attract more consumers
towards specific brands of cosmetic product11s.

Ms.R. Meena (2018) the purpose of the study is to determine the relationship
between the demographic factors with the brand preference of responded
towards branded cosmetics. The respondents are selected by convenient
sampling method and data is analysed and interpreted with the help of
statistical technique. Based on the analysis it is concluded that Himalaya brand
has a very good market and brand choice. Our research is aimed to investigate

9
Dr. Anandrajan s, sivagami t. (2016)” Consumer purchase decision towards
cosmetic marketing” volume 1 Asia pacific journal of research
10
Ligo Koshy (2017) “Factors influencing the buying behavior of face care
products among youth”, international journal in management and social
science (IJMS) volume 5, issue 1 (pages 63-72)
11
Dr.Santanu kumar das (2018) “Study on consumer’s brand preference
towards cosmetics products of Berhampur town”, a peer-reviewed
international journal of humanities and social science (pratiduwani the
echo)volume 8, issue 1(ISSN:2278-5264)
10
the brand preference and buying behaviour of cosmetic consumers who live in
Coimbatore city12.

Lakshmi Y P Sai & Suresh Babu M (2019), studied the factors influencing
consumer behaviour towards cosmetics. They discussed that various internal
factors like attitude, motivation, perception, and learning along with social and
cultural factors and other factors such as price, advertising and physical
attributes shape the consumers‟ behaviour13.

A. gayathri, A. deepika (2019) this study reveals that various factors like
quality, brand, price, advertisement, packaging, availability and celebrity
endorsement have tremendous influence on consumer purchasing behaviour.
This result taken from the questionnaire bases. The respondents feel that the
prices of cosmetics are comparatively higher. The findings of the study help
cosmetic companies to make their strategies so as to capture this new emerging
cosmeceutical market segment14.

E. Krithika, M. banurekha (2021) the purpose of the study consumer

preference towards cosmetics. People consider quality as the most significant
factor to purchase cosmetics. The findings may be used to marketers to plan
marketing strategy for cosmetics. This study reveals that various factors like
quality, brand, price, advertisement and packaging have tremendous influences
on consumer preference. This study has been carried out in order to find and

12
Ms.R. Meena (2018)” Consumer brand preference and buying behavior
of cosmetic products at Coimbatore city”, journal of emerging technologies
and innovative research (JETIR), volume 5, issue 9(ISSN:2349-5192)
13
Lakshmi Y P Sai and Suresh babu M (2019)” Study of factors that
influence influence the consumer behavior towards cosmetics”, conceptual
framework iconic research and engineering journals,2(7),21-28
14
A. Gayathri, A. Deepika” A study on consumer preference towards
cosmetic brand among college girls”, journal of emerging technologies and
innovative research (JETIR), volume 6, issue 3, (ISSN-2349 5162)
11
illustrate the different factors that would lead to the demand of the cosmetic
products15.

15
E. Krithika, M. Banurekha (2021)” A study on customers preference on
cosmetic products with special reference to Coimbatore city “, International
journals of innovative research in technology (IJIRT), volume 7, issue 12
(ISSN:2349-6002)
12
 CHAPTER III
RESEARCH DESIGN
 RESEARCH DESIGN
This chapter describes research design used for the study, It includes
data collection, statement of the problem, and objectives of the study, scope of
the study, area of the study, statistical tools used, and limitations of the study,
and chapter scheme

3.1 STATEMENT OF THE PROBLEM

The desire for beauty is constantly evolving as one of the basic needs of
human beings called “Appearance Management”. In particular women are
expressing themselves through well balanced makeup for positive outlook.
Earlier, the cosmetics market has been dominated by celebrities (or) lime light
personalities as luxury products. But recently the scenario is changing it is
segmented as common market, which is expanding through continuous
development of various range of products with affordable price and it is
competing fiercely by launching exclusive cosmetic brands to meet the
purchase of growing youth.

The purchasing pattern of cosmetic products is highly influenced by

cultural, social, economic and political factor prevailing in the marketing
environment. College students are exposed to the various beauty products and
their brands due to intensive advertisements and sales promotional measures.
Thus, the brand preference of cosmetic products by college students would be
helpful to understand the pattern of brand preference of youth segment about
various cosmetic products and the association between their socioeconomic
profiles. It would be useful to understand the brand preference across the socio-
economic profile of college students. Hence the researcher has selected the
topic “Consumer preference towards cosmetic brand with special reference to
college girls in Villupuram town”.

13
3.2 OBJECTIVES OF THE STUDY:
 To find out the consumer preferences.
 To identify that which factor, influence by the consumer.
 To analyse satisfaction level of consumers.

3.3 SCOPE OF STUDY:

The researcher focused only few cosmetic brands such as Maybelline,

dazzler, loreal, lakme, blue heaven and consumer preference towards cosmetic
products, more over the study was focused only selected areas in Villupuram.

3.4 SOURCE OF DATA:

The present project work needed both primary data and secondary data
for making consumer preference towards cosmetic brand with special reference
to college girls in villupuram town.

3.4.1 PRIMARY DATA:

For this purpose of the project work, the candidates collecyed primary
data from the sample respondents through questionnaire

3.4.2 SECONDARY DATA:

All relevant secondary data is collected from various sources like
internet, books, magazines, and articles etc.

3.5 STATISTICAL TOOL:

The researcher used appropriate statistical tools for analysis. The

statistical tool of simple percentage is used to analyse the collected primary
data. The statistical tool used for the study is described below.

(a)simple percentage

It is one of the popular and common statistical tools used in any type of
research works irrespective of subject. Simple percentage reveals the
percentage of the result on the total respondents. It is calculated as follows,

14
 Simple percentage = ×100

3.6 AREA OF THE STUDY:

The study covers only arts and science college students in Villupuram
town, were collect the primary data in (E. S. Arts and Science College,
Thiruvalluvar university PG Extension Centre, Dr. M.G.R. Government Arts
and Science College, Arignar anna government arts college, Theivanai ammal
college for women).

3.7 PERIOD OF STUDY:

The study was performed for 3 months.

3.8 LIMITATION OF THE STUDY:

1. Sample size is limited to 100 respondents only which may not be
representative of universe.
2. A large sample could not be taken due to limited times.
3. The researcher as collected data from convenient sampling using
questionnaire method and there are possibilities of certain
deviation.

CHAPTER SCHEME

The present project work is divided into five chapters as described

below

I. the first chapter presents introduction and theoretical background of the

study.

II. the second chapter gives review of literature of the study.

III. the third chapter describes research design of the study.

IV. the fourth chapter brings out the results and interpretation of the study.

V. the last chapter summarizes findings of the study, offer suggestions and
draw conclusion of the study.

15
16
 CHAPTER IV
ANALYSIS AND
INTERPRETATION
 Table 4.1
Age of the respondent
S.no Particulars Disagree, SD. Percentage (%)
Respondents
1 17-20 years 37 37%
2 21-23 years 45 45%
3 24-26 years 18 18%
Total 100 100%
Source: primary data

Interpretation:

In the above table reveals that majority of the age respondents is 20-23
age group, 37% of respondents are from 17-19 age No.of.respondents, 18% of
respondents are from 24-26 yrs. Are using cosmetics.

16
 CHART4.1

AGE OF THE RESPONDENTS

24-26 years
18%
17-20 years
37%

21-23 years
45%

17-20 years 21-23 years 24-26 years

17
 Table 4.2
The education level of the respondents
S .no Education No.of.respondents, Percentage (%)
1 UG 55 55%
2 PG 40 40%
3 M.Phil. 3 3%
4 Others 2 2%
Source: primary data

Interpretation:

The above table shows that most of the respondent‟s education level is
under graduate, 40% of respondents are doing post graduate, 3% of students are
doing M.Phil., 2% of respondents are doing other courses are consuming the
cosmetic products.

18
 CHART4.2
Education
UG PG M.phil Others

3% 2%

40%
55%

19
 Table 4.3
Marital status of the respondents
S.no Particulars No.of.respondents, Percentage (%)
1 Married 17 17%
2 Unmarried 83 83%
Total 100 100%
Source: primary data

Interpretation:

The above table implies that most of the respondent‟s marital status are
unmarried and 17 % of students are married.

20
 CHART4.3
90

80

70

60

50

40 83

30

20
0
10 17

0 0 0 0 0
married unmarried

married unmarried

21
 Table 4.4
Often to you buy cosmetic products
S.no Particulars No.of.respondents, Percentage (%)
1 Rarely 48 48%
2 Frequently 40 40%
3 Very frequently 12 12%
4 Do not shop 0 0%
Total 100 100%
Source: primary data

Interpretation:

In the above table analyzed that 48 % of respondents are rarely buys the
cosmetic products, 40% of respondents are frequently purchase the products,
17% of respondents are very frequently buy the product.

22
 CHART4.4

USAGE OF THE PRODUCT

12% 1%

47% Rarely
Frequenty
40%
Very frequently
Do not shop

23
 Table 4.5
Factor influence to purchase choosing your cosmetics
S.no Particulars No.of.respondents Percentage
1. Brand name 55 55%
2. Word of mouth 20 20%
3. Advertisement 16 16%
4. Price 9 9%
Total 100 100%
Source: primary data

Interpretation:

The above tables find out that majority of the respondents are influenced
by the brand name, 20% of the respondents are influenced by the word of
mouths 16% of the respondents influenced by an advertisement other 9% of
respondents influenced by price of the product.

24
 CHART 4.5

FACTOR INFLUENCE OF PRODUCT

Price
Advertisement 1%
17%

Word of mouth Brand name

22% 60%

Brand name Word of mouth Advertisement Price

25
 Table 4.6
Respondent should buy a cosmetic product after watching its
advertisement
S.no Particulars No.of.respondents, Percentage (%)
1 Yes 80 80%
2 No 20 20%
Total 100 100%
Source: primary data

Interpretation:

In the above table classified that majority of the respondents are buy the
products after watching the advertisement.

26
 CHART 4.6

BUYING BEHAVIOUR AFTER WATCHING

ADVERTISEMENT
Yes No

80

20

YES NO

27
 Table 4.7
Advertisement impress to purchase cosmetics
S.no Particulars No.of.respondents Percentage (%)
1 TV advertisement 26 26%
2 Social media 56 56%
advertisement
3 Print media 5 5%
4 Shop display 13 13%
5 Magazines 0 0%
Total 100 100%
Source: primary data

Interpretation:

The above table clear that 56% of the respondents impressed by social
media kind of advertisement ,26% of the respondents impressed by t.v
Advertisement, 13% of the respondents are impressed by shop display
advertisement, 5% of the respondents are impressed by print media
advertisement.

28
 CHART4.7
IMPRESSIVE ADVERTISEMENT
T.v advertisement Social media advertisement Print media shop display magazines
56

26

13
5
0

T.v advertisement Social media Print media shop display magazines

advertisement

29
 Table 4.8
Respondent should first when you choose brand
S.no Particulars No.of.respondents, Percentage (%)
1 Packaging 25 25%
2 Price 27 27%
3 Celebrity 19 19%
endorsement
4 Features 29 29%
Total 100 100%
Source: primary data

Interpretation:

The above table explain that most of the respondents are choose the
products by the features of the product, 27% of the respondents are choose by
the price of product, 25% of the respondents choose by the packaging of a
product, 19% of the respondents are choose by celebrity endorsement of the
brand promotion.

30
 CHART4.8

Sales
Sales

Features 29

Celebrity endorsement 19

Price 27

Packaging 25

31
 Table 4.9
Consider while selecting brand
S.no Particulars No.of.respondents, Percentage (%)
1 Quality 77 77%
2 Price 13 13%
3 Discount 8 8%
4 Offers 2 2%
Total 100 100%
Source: primary data

Interpretation:

The above table examines that 77% of the respondents are considered
the quality to select brands, 13% of the respondents are consider price, 8% of
the respondents are discount of a product, 2% of the respondents are consider
the offer to selecting the cosmetic brands.

32
 CHART4.9

Chart Title
90

80

70

60

OFFERS
50
DISCOUNT
40 PRICE
QUALITY
30

20

10

0
QUALITY PRICE DISCOUNT OFFERS

33
 Table 4.10
Spend on cosmetic products monthly
S.no Particulars No.of.respondents Percentage (%)
1 Below 500 59 59%
2 501-1000 23 23%
3 1001-1500 14 14%
4 1501-2000 4 4%
Total 100 100%
Source: primary data

Interpretation:

The above table explains that 59% of the respondents are spend below
500 for cosmetic product in a month, 23% of the respondents are spend 501-
1000, 14% of the respondents are spend from 1001-1500, 4% of the
respondents spend 1501-2000 in a month.

34
 CHART4.10

price

4%

14%

below 500
501-1000
1001-1500
23% 59% 1501-2000

35
 Table 4.11
Cosmetic brand is better than local brand
S.no Particulars No.of.respondents, Percentage (%)
1 Yes 100 100%
2 No 0 0
Total 100 100%
Source: primary data

Interpretation:

The above table implies that all the respondents are feels expensive
cosmetics are better than cheaper brand.

36
 CHART4.11

100
90
80
70
60
100
50
40
30
20
10
0
0
yes no

yes no

37
 Table 4.12
Often do you use cosmetic products
S.no Particulars No.of.respondents Percentage (%)
1 Daily 23 23%
2 Weekly 50 50%
3 Occasion 27 27%
Total 100 100%
Source: primary data

Interpretation:

The above table results that majority of the respondents are weekly
using the cosmetic products, 25% of the respondents are daily using the
cosmetic products, 27% of the respondents are occasionally use the cosmetic
products.

38
 CHART 4.12

USAGE OF COSMETIC PRODUCTS

daily weekly occasion

27
OCCASION

50
WEEKLY

23
DAILY

39
 Table 4.13
Continue the brand in future
S.no Particulars No.of.respondents, Percentage (%)
1 Yes 100 100%
2 No 0 0%
Total 100 100%
Source: primary data

Interpretation:

The above table shows that all the respondents are agrees that the all
continues the same brand in future.

40
CHART4.13

no, 0

yes , 100

41
 Table 4.14
Brand you prefer in each cosmetic product
Product Loreal Maybelline Dazzler Lake Blue
heaven
Kajal 10 30 30 20 10
Lipstick 25 15 40 25 5
Compact 15 25 28 30 2
Mascara 20 30 28 12 10
Eyeliner 13 20 20 35 12

Source: primary data

Interpretation:

From the above table reveals that majority of the respondents prefer
Maybelline and dazzler brand for kajal.

The majority 40% of the respondents are prefer dazzler brand for
lipstick.

The majority 30% of the respondents prefer lakme brand for compact.

The majority 30% of the respondents prefer Maybelline brand for

mascara.

The majority 35%of the respondents prefer lakme brand for eyeliner.

42
 CHART 4.14
45
40
40
35
35
30 30 30 30
30 28 28
25 25 25
25
20 20 20 20
20
15 15
15 12 13 12
10 10 10
10
5
5 2
0
KAJAL LIPSTICK COMPACT MASCARA EYELINER

loreal maybelline dazzler lakme blue heaven

43
Table 4.15
Period of using cosmetics
S.no Particulars No.of.respondents, Percentage (%)
1 Less than 1 year 56 56%
2 1-3 years 26 26%
3 3-5 years 8 8%
4 Above 5 years 10 10%
Total 100 100%
Source: primary data

Interpretation:

The above table reveals that 56% of the respondents are using cosmetic
product less than 1 year, 26% of the respondents are using from 3-5 years, 10%
of the respondents using more than 5 years and 8% of the respondents are using
for 3-5 years.

44
 CHART4.15
60 56

50

40

30 26

20

10
10 8

0
less than 1 1-3 years 3-5 years above 5
year years

years

45
 Table 4.16
Purpose of using cosmetic
S.no Particulars No.of.respondents, Percentage (%)
1 Young look 25 25%
2 Being fashionable 19 19%
3 Improving self- 50 50%
image
4 Trustingness 6 6%
Total 100 100%
Source: primary data

Interpretation:

The above table clarify that majority of the respondents, a purpose of

using cosmetic is to improve self-image, 25% of the respondents are using
cosmetic product to look young, 19% of the respondents are using cosmetic
products to being fashionable, 6% of the respondents are using cosmetics to
attract others.

46
 CHART4.16
PURPOSE OF USING COSMETIC
attractingness
6%
young look
25%

improving self-
image
50% being fashionable
19%

47
 Table 4.17
Place of buying cosmetic brand
S.no Particulars No.of.respondents, Percentage (%)
1 Retail shop 10 10%
2 Online shop 17 17%
3 Shopping mall 37 37%
4 Fancy store 27 27%
5 Nearby shop 9 9%
Total 100 100%
Source: primary data

Interpretation:

The above table replace that 37% of the respondents prefer to buy
cosmetic products from shopping mall, 27% of the respondents are buy from
fancy store, 17% of the respondents buy through online, 10% of the
respondents buys from retail shops, 9% of the respondents buy from nearby
shops.

48
 CHART4.17
PLACE OF BUYING
Retail shop Online shop Shopping mall Fancy store Near by shop

37

27

17

10 9

Retail shop Online shop Shopping mall Fancy store Near by shop

49
 Table 4.18
Rank your favorite brand
S.no Brand names Rank
1 Loreal 4
2 Maybelline 1
3 Dazzler 3
4 Lake 2
5 Blue heaven 5
Source: primary data
Interpretation:

The above table shows that majority of the respondents prefer cosmetic,
second favorite is lake, third favorite is dazzler, fourth favorite is loreal and
least favorite is blue heaven brand.

50
 Table 4.19
Consumer prefer the brand
S.no Particulars No.of.respondents, Percentage (%)
1 Fancy packaging 13 13%
2 Brand availability 22 22%
3 Long lasting 34 34%
4 Current fashion 31 31%
trend
Total 100 100%
Source: primary data
Interpretation:
The above table reveals 34% of the respondent influenced by the long
lasting of the product performance, 31% of the respondents influenced by
current fashion & trends, 22% of the respondents are influenced by brand are
influenced by fancy packaging.

51
 CHART4.19
FACTOR INFLUENCE
fancy packaging
13%
current
fashion&trend
31%

brand availability
22%

long lasting
34%

52
 Table 4.20
Factor influence brand prefer among college girls
S.no Factors Rank
1 Price 3
2 Advertisement 4
3 Quality of the packaging 5
4 Quality of the product 1
5 Design 6
6 Brand name 2
Source: primary data

Interpretation:

The above table implies that respondents mostly prefer quality of the
product, secondly, they go for brand name, their third priority is price of the
product next they see advertisement of the brand some of respondent looks for
quality of the packaging least preference influenced is design of the packaging.

53
 Table 4.21
Pricing strategy of the cosmetic brand
S.no Particulars No.of.respondents Percentage (%)
1 Highly satisfied 24 24%
2 Satisfied 53 53%
3 Neutral 21 21%
4 Dissatisfied 2 2%
5 Highly 0 0%
dissatisfied
Total 100 100%
Source: primary data

Interpretation:

The above table examine that most of the respondents are satisfied with
their price level of brand preference 53%, 24% of the respondents are highly
satisfied with their brand, 21% of the respondents are neutral, 2% of the
respondents are dissatisfied with their price of preferred brand.

54
 CHART4.21
LEVEL OF SATISFACTION
highly satisfied satisfied neutral dissatisfied highly dissatisfied

53

24
21

2
0

highly satisfied satisfied neutral dissatisfied highly dissatified

55
 Table 4.22
Personal satisfaction in the purchase of cosmetics
Statement SA A N D SD
Satisfaction 25 50 25 - -
of needs
Fresh feeling 55 30 25 - -
Fragrance 20 60 20 - -
Ingredients 25 25 50 - -
Product 50 30 20 - -
quality
Brand image 75 15 10 - -

(SA- Strongly Agree, A- Agreeing- Neutral- Disagree, SD- Strongly

Disagree)

Source: primary data

Interpretation:

From the above table clarify that the 50% of the respondents are agree
with their satisfaction needs of the product.

55% of the respondents are strongly agree feeling fresh while cosmetic
product.

60% of the respondents are agree with the fragrance that they use in
cosmetic product.

50% of the respondents are neutral ingredients information above the

product.

50% of the respondents are strongly agree with the quality of the
product of their preferred cosmetic brand.

75% of the respondents are strongly agree with their brand image.

56
 CHART4.22

80
70
60 SA
50 A
40
N
30 SD
20
D
N
10 SD
SA
0

57
 CHAPTER – V
FINDINGS, SUGGESIONS
CONCLUSION
FINDINGS:
 Majority 43% of the respondents are belongs to the age group of 21-23
years.
 Most 83% of the respondents are unmarried.
 Majority 40% of the respondents are post graduates.
 Maximum 48% of the respondents are rarely buying cosmetic products.
 Majority 55% of the respondents are influence by brand name of the
cosmetic product.
 Majority 80% of the respondents are buying a cosmetic product after
watching its advertisement.
 Majority 56% of the respondents are impressed by the social media
advertisement to purchase cosmetics.
 Majority 29% of the respondents are attracted by the features of the
cosmetic product while choosing a brand.
 Maximum 77% of the respondents are considering quality while
selecting a brand.
 Majority 59% of the respondents are below 500 spend for cosmetics per
month.
 Majority 100% of the respondents are feels expensive cosmetic brand is
better than local brand.
 Majority 50% of the respondents are weekly using cosmetic products.
 Majority 100% of the respondents are agree that they continue the brand
in future.
 Majority 40% of the respondents are preferring dazzler brand for
lipstick.
 Most 56% of the respondents are less than 1 year using cosmetic
product.
 Majority 50% of the respondents are improving self-image a purpose of
using cosmetics.

59
  Majority 37% of the respondents are buying cosmetic products from
shopping mall.
 The higher priority rank 1 is awarded for to Maybelline followed by
rank 2 for the lakme and rank 3 for dazzler.
 Majority 34% of the respondents are consumer prefer the brand for long
lasting.
 The higher priority rank 1 is awarded for to quality of the product
followed by rank 2 for the brand name and rank 3 for price.
 Majority 53% of the respondents are satisfied with their pricing strategy
of the cosmetic brand.
 Majority 75% of the respondents are strongly agree with their brand
image.

SUGGESTIONS:
 The satisfaction level of respondents, towards cosmetic products is
moderate I suggest that the manufacture should identify the problem and
resolve it to improve the sales potential.
 I suggest consumers treated brand name as important attribute. Hence,
cosmetics companies should develop their brand image widely.
 I observed the respondents feel that the price of cosmetics are
comparatively higher.
 I suggest your current customers are ready to continue your brand in
future. So try to improve your product line to retain the customer loyalty
forever.
 Now a days, competing brands are becoming more appropriate, as
product quality increasing and brands become more consistent.

60
CONCLUSION:
I concluded from this study that cosmetic sector is growing fast. Quality
is the main motivating factor for the consumer to buy the product for cosmetic.
Respondents are satisfied with their preferred brand based on the data analysis
and findings, the factors are identified: price, brand name, and advertisement,
quality of the product and store location have greater impact or influence on
consumer brand preference.

61
BIBLIOGRAPHY
 BIBLIOGRAPHY:
BOOKS
(c.r.kothari),research methodology, new age international publisher,

JOURNALS AND ARTICLES

Andrew Mc Dougall (2010)” A study on customer satisfaction towards
cosmetic products-brand wise analysis” International journal of creative
research thoughts (IJCRT), volume 8, issue 5,(ISSN:2320-2882)
Hamza Salim Khraim (2011)” The influence of brand loyalty on cosmetics
buying behavior of UAE female consumers”, International journal of marketing
studies (IJMS), volume 3. (ISSN 1918-719X, E-ISSN 1918-7203)
Yousaf, Usman et al (2012)” Studying brand loyalty in the cosmetic industry
“scientific journal of logistic “p ISS 1895-2038), (E-ISSN 1734-459X)
Rajul Dutt (2013) “A cross – cultural comparative study of female consumer
behavior with regards to the purchase of cosmetics by females in the united
states and India “, international journal of management research and reviews:
Meerut volume 3, issue 3 march (2013):2666-2672
Dr.vibhuti,dr. Ajaykumar Tyagi and vivek pandy (2014)”A study on consumer
buying behavior FMCG product “international journal of scientific research
and management(IJSRM) volume 2 , issue 8 . Pages 1168-1182
Prof. Nilesh anute, dr. Anand Deshmukh, prof. amol khadagale (2015),
“Consumer buying behavior towards cosmetic product “international journal in
management and social science (IJMS) volume 3 issue 7(ISSN:2321-1784)
Matic M. barbara. P (2015)” Consumer purchase intension towards natural
cosmetics” UDK: 658:89:159.94 Preliminary communication
Dr. Nagananthi , t. Mahalkshmi,m(2016) “Consumers preference and buying
behavior of cosmetic product at Coimbatore city” volume 4 issue 1inter and
continental journal of marketing research review
Dr. Anandrajan s, sivagami t. (2016)” Consumer purchase decision towards
cosmetic marketing” volume 1 Asia pacific journal of research
Ligo Koshy (2017) “Factors influencing the buying behavior of face care
products among youth”, international journal in management and social science
(IJMS) volume 5, issue 1 (pages 63-72)
Dr. Santanu kumar das (2018) “Study on consumer‟s brand preference towards
cosmetics products of Berhampur town”, a peer-reviewed international journal
of humanities and social science (pratiduwani the echo) volume 8, issue
1(ISSN:2278-5264)
Ms.R. Meena (2018)” Consumer brand preference and buying behavior of
cosmetic products at Coimbatore city”, journal of emerging technologies and
innovative research (JETIR), volume 5, issue 9(ISSN:2349-5192)
Lakshmi Y P Sai and Suresh babu M (2019)” Study of factors that influence
influence the consumer behavior towards cosmetics”, conceptual framework
iconic research and engineering journals,2(7),21-28
A. Gayathri, A. Deepika (2019)” A study on consumer preference towards
cosmetic brand among college girls”, journal of emerging technologies and
innovative research (JETIR), volume 6, issue 3, (ISSN-2349 5162)
E. Krithika, M. Banurekha (2021)” A study on customers preference on
cosmetic products with special reference to Coimbatore city “, International
journals of innovative research in technology (IJIRT), volume 7, issue 12
(ISSN:2349-6002)
Websites
(www.thecho.in, n.d.)

(www.ijcrt.org, n.d.)

(www.jetir.org, n.d.)
ANNEXURE
 ANNEXURE:
1. Name:……………………..
2. Age:
3. Address:
4. Education?
a) UG
b) PG
c) M.Phil.
d) Others
5. Marital status?
a) Married
b) Unmarried
6. How often to you buy cosmetic products?
a) Rarely
b) Frequently
c) Very frequently
d) Do not shop
7. Which factor influence to purchase choosing your cosmetics?
a) Brand name
b) Word of mouth
c) Advertisement
d) Price
8. Do you buy a cosmetic product after watching its advertisement?
a) Yes
b) No
9. Which advertisement impress to purchase cosmetics?
a) TV advertisement
b) Social media advertisement
c) Print media
d) Shop display
e) Magazines
10. What do you look first when you choose brand?
a) Packaging
b) Price
c) Celebrity endorsement
d) Features
11. What will you consider while selecting brand?
a) Quality
b) Price
c) Discount
d) Offers
12. How much you spend on cosmetic products monthly?
a) Below 500
b) 500-1000
c) 1000-1500
d) 1500-2000
13. Do you think expensive cosmetic brand are better than cheaper brand?
a) Yes
b) No
14. How often do you use cosmetic products?
a) Daily
b) Occasion
15. Will you continue the brand in future?
a) Yes
b) No
16. Which brand you prefer in each cosmetic product?
Product Loreal Maybelline Dazzler Lakme Blue
heaven

Kajal
Lipstick
Compact
Mascara
Eyeliner
17. Since how long been using cosmetic brand?
a) Less than 1 year
b) 1-3 years
c) 3-5 years
d) Above 5 years
18. What is the purpose of using cosmetic?
a) Young look
b) Being fashionable
c) Improving self-image
d) Attractingness
19. Where did you buy your cosmetic products?
a) Retail shop
b) Online shop
c) Shopping mall
d) Fancy store
e) Nearby shop
20. Rank your favorite brand? (1-5)
Brand names Rank
Loreal
Maybelline
Dazzler
Lakme
Blue heaven

21. Which factor influence in the consumer to prefer the brand?

a) Fancy packaging
b) Brand availability
c) Long lasting
d) Current fashion trend
22. Factor influence brand prefer among college girls? (1-6)
Factors Rank
Price
Advertisement
Quality of the
packaging
Quality of the
product
Design
Brand name
23. Justify the pricing strategy of the cosmetic brand you brought?
a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied
24. Personal satisfaction in the purchase of cosmetics?
Statement SA A N D SD
Satisfaction
of needs
Fresh
feeling
Fragrance
Ingredients
Product
quality
Brand
image
(SA- Strongly Agree, A- Agreeing- Neutral- Disagree, SD- Strongly
Disagree)