CONSUMER PREFERENCE TOWARDS USE OF

COSMETICS AMONGST PEOPLE OF DIFFERENT AGE

GROUPS IN BHOPAL WITH REFERENCE TO
INSIGHT COSMETICS

A
Report
On
Project Based Learning-I
Submitted to

SAGE University, Bhopal

For the partial fulfillment of
Master of Business Administration
Semester - I (2022-23)
Submitted by: Guided by:
Name – Ambuja Gupta (221340 )
Name – Disha Jharbare ( 221077)
Name – Diksha Jharbare (221122 )
Name- Isha Pandey (220079)
School of Management, SAGE University, Bhopal
Sahara Bypass Road, Katara Hills, Extension, Bhopal, Madhya Pradesh 462022
 Declaration
We students of School of Management, SAGE University, Bhopal (M.P.) do hereby declare
that Project Based Learning –I entitled “Consumer Preference Towards Use Of Cosmetics
Among Different Age Groups in Bhopal With Reference To Insight Cosmetics ” is an
original work and has not been submitted anywhere in the quest of any degree.

Date: ………………… 1. Ambuja Gupta (221340)

Place: ………………... 2. Disha Jharbare (221077)
3. Diksha Jharbare (221122)
4. Isha Pandey (220079)
 Certificate

This is to certify that Ambuja Gupta (221340 ), Disha Jharbare (221077 ), Diksha
jharbare ( 221122), Isha Pandey (220079) are the students of MBA Semester – I. They
have prepared Project Based Learning – I under my guidance entitled Consumer Preference
towards Use of Cosmetics Among Different Age Groups In Bhopal With Reference To
Insight Cosmetics.

Date: ………………….. [Signature of the Guide]

Place: …………………. [Name of the Guide]
[Designation of the Guide],
School of Management,
SAGE
 Acknowledgements

We would like to take this opportunity to thank Dr Manoj Bhatia (Head of School, School
of Management, Sage University, Bhopal), and Mr. Aditya Vyas (Teacher Guide) to have
provided us with such a great opportunity to work on this research project. We are grateful to
all the respondents of the questionnaires for being so much co-operative and patient to fill in
all the required answer in the questionnaires. The project would not have been such a success
without their contribution.

Last, but not the least, we would like to thank our family, friends and all those who helped us
in some way or the others in the successful completion of this research project.

School, School of Management, Sage University, Bhopal), and Mr. Aditya Vyas
(Teacher Guide) to have provided us with such a great opportunity to work on this research
project. We are grateful to all the respondents of the questionnaires for being so much co-
operative and patient to fill in all the required answer in the questionnaires. The project would
not have been such a success without their contribution.

Last, but not the least, we would like to thank our family, friends and all those who helped us
in some way or the others in the successful completion of this research project.

Date: ………………… 1. Ambuja Gupta ( 221340)

Place: ………………... 2. Disha Jharbare ( 221077)
3. Diksha Jharbare ( 221122)
4. Isha Pandey (220079)
 Table of Contents

S.No. Contents Page No.

1. INTRODUCTION 6
2. ABOUT INSIGHT 9
3. TYPES OF MAKEUP ESSENTIAL INSIGHT SELL 11
4. LITERATURE REVIEW 14
5. RATIONALE OF STUDY 16
6. OBJECTIVES OF THE STUDY 17
7. REASEARCH METHDOLOGY 18
8. DATA ANALYSIS 19
9 RESULTS AND DISCUSSION 24-25
10 LIMITATIONS OF THE STUDY 25
11. REFERENCES 27
12. ANNEXURE 28
INTRODUCTION
Cosmetics are constituted mixtures of chemical compounds derived from either natural
sources, or synthetically created ones. Cosmetics have various purposes. Those designed
for personal care and skin care can be used to cleanse or protect the body or skin. Cosmetics
designed to enhance or alter one's appearance (makeup) can be used to conceal blemishes,
enhance one's natural features (such as the eyebrows and eyelashes), add color to a person's
face, or change the appearance of the face entirely to resemble a different person, creature or
object. Cosmetics can also be designed to add fragrance to the body.

The word cosmetics derives from the Greek κοσμητικὴ τέχνη ("kosmetikē tekhnē"), meaning
"technique of dress and ornament", from κοσμητικός ("kosmētikos"), "skilled in ordering or
arranging"] and that from κόσμος ("kosmos"), meaning "order" and "ornament". Cosmetics
are constituted from a mixture of chemical compounds derived from either natural sources, or
synthetically created ones.

Though the legal definition of cosmetics in most countries is broader, in some Western
countries, cosmetics are commonly taken to mean only makeup products, such
as lipstick, mascara, eye shadow, foundation, blush, highlighter, bronzer, and several other
product types.
In the United States, the Food and Drug Administration (FDA), which regulates
cosmetics defines cosmetics as products "intended to be applied to the human body for
cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting
the body's structure or functions". This broad definition includes any material intended for
use as an ingredient of a cosmetic product, with the FDA specifically excluding
pure soap from this category.
Cosmetics designed for skin care can be used to cleanse, exfoliate and protect the skin, as
well as replenishing it, through the use of cleansers, toners, serums, moisturizers, and balms.
Cosmetics designed for more general personal care, such as shampoo and body wash, can be
used to cleanse the body.
Cosmetics designed to enhance one's appearance (makeup) can be used to conceal blemishes,
enhance one's natural features (such as the eyebrows and eyelashes), add color to a person's
face and in the case of more extreme forms of makeup used for performances, fashion shows
and people in costume can be used to change the appearance of the face entirely to resemble a
different person, creature or object. Techniques for changing appearance include contouring,
which aims to give shape to an area of the face.
Cosmetics can also be designed to add fragrance to the body.
Types OF COSMETICS
Though there are a large number of differing cosmetics used for a variety of different purposes, all
cosmetics are typically intended to be applied externally. These products can be applied to the face
(on the skin, lips, eyebrows and eyes), to the body (on the skin, in particular the hands and nails), and
to the hair. These products may be intended for use as skincare, personal care or to alter the
appearance, with the subset of cosmetics known as makeup primarily referring to products containing
colour pigments intended for the purpose of altering the wearer's appearance; some manufacturers
will distinguish only between "decorative" cosmetics intended to alter the appearance and "care"
cosmetics designed for skincare and personal care.
TYPPES ARE:
 Primers are used on the face before makeup is applied, creating a typically transparent,
smooth layer over the top of the skin, allowing for makeup to be applied smoothly and
evenly.
 Concealer is a cream or liquid product used to conceal marks or blemishes of the skin.
Concealer is typically the colour of the user's skin tone, and is generally applied after the face
has been primed to even out the wearer's skin tone before foundation can be applied.
Concealer is usually more heavily pigmented, higher coverage and thicker than foundation or
tinted primers.
 Foundation is a cream, liquid, mousse or powder product applied to the entirety of the face to
create a smooth and even base in the user's skin tone. Foundation provides a generally lower
amount of coverage than concealer, and is sold in formulations that can provide sheer, matte,
dewy or full coverage to the skin.

 Rouge, blush, or blusher is a liquid, cream or powder product applied to the centre of
the cheeks with the intention of adding or enhancing their natural colour. Blushers are typically
available in shades of pink or warm tan and brown, and may also be used to make
the cheekbones appear more defined.
 Bronzer is a powder, cream or liquid product that adds colour to the skin, typically in bronze or
tan shades intended to give the skin a tanned appearance and enhance the colour of the face.
Bronzer, like highlighter, may also contain substances providing a shimmer or glitter effect, and
comes in either matte, semi-matte, satin, or shimmer finishes.
 Highlighter is a liquid, cream or powder product applied to the high points of the face such as the
eyebrows, nose and cheekbones. Highlighter commonly has substances added providing a
shimmer or glitter effect. Alternatively, a lighter toned foundation or concealer can be used as a
highlighter.
 Eyebrow pencils, creams, waxes, gels, and powders are used to color, fill in, and define the
brows.[4][15][16] Eyebrow tinting treatments are also used to dye the eyebrow hairs a darker colour,
either temporarily or permanently, without staining and colouring the skin underneath the
eyebrows.
 Eyeshadow is a powder, cream or liquid pigmented product used to draw attention to, accentuate
and change the shape of the area around the eyes, on the eyelid and the space below the
eyebrows. Eyeshadow is available in almost every colour, as well as being sold in a number of
different finishes, ranging from matte finishes with sheer coverage to glossy, shimmery, glittery
and highly pigmented finishes.
 Eyeliner is used to enhance and elongate the apparent size or depth of the eye; though eyeliner is
commonly black, it can come in many different colours, including brown, white and blue.
Eyeliner can come in the form of a pencil, a gel or a liquid.
 Mascara is used to darken, lengthen, thicken, or enhance the eyelashes through the use of a
typically thick, cream consistency product applied with a spiral bristle mascara brush. Mascara is
commonly black, brown or clear, though a number of different colours, some containing glitter,
are available.
 Lip products, including lipstick, lip gloss, lip liner and lip balms, commonly add color and
texture to the lips, as well as serving to moisturise the lips and define their external edges.
[4]
Products adding colour and texture to the lips, such as lipsticks and lip glosses, often come in a
wide range of colours, as well as a number of different finishes, such as matte finishes and satin
or glossy finishes
 Face powder, setting powder, or setting sprays are used to 'set' foundation or concealer, giving
it a matte or consistent finish whilst also concealing small flaws or blemishes. Both powders and
setting sprays claim to keep makeup from absorbing into the skin or melting off.

Skincare
 Cleansers or foaming washes are used to remove excess dirt, oil, and makeup left on the skin.
[18]
Different cleansing products are aimed at various types of skin, such as sulfate-free cleansers
and spin brushes.[18]
 Toners are used after cleansing to remove any remaining traces of cleanser and restore the pH of
the skin. They also may add some hydration. They are usually applied to a cotton pad and wiped
over the skin, but can be sprayed onto the skin from a spray bottle or poured onto the hand and
patted directly onto the skin.
 Facial masks are treatments applied to the skin and then removed. Typically, they are applied to
a dry, cleansed face, avoiding the eyes and lips.
 Moisturizers are creams or lotions that hydrate the skin and help it to retain moisture. Typical
components are polyols such as glycerol and sorbitol as well as partially hydrolyzed proteins.[1]
 Sunscreens are creams, lotions, sprays, gels, sticks, or other topical projects that protect the skin
from the sun; they contain organic or inorganic filters which act to absorb or reflect harmful UV
radiation. [20] Sunscreens are marked with 'spf' which means 'sun protection factor' this shows that
a product provides protection against UVB.

Hair care
Hair care is a category of cosmetics devoted to products which are used to improve the appearance of
hair.[22]

 Shampoos are used to clean the hair and scalp by massaging into wet hair and then rinsing. [23]
 Hair conditioners are used following shampoo to improve the appearance of hair by making it
smoother and shinier.
 Styling products include gels, waxes, foams, creams, mousse, serum and pomades; they are used
to create and maintain hairstyles.
INSIGHT : Make – Up Essentials

This homegrown brand was established in 2012 by Dinesh Jain, an entrepreneur who has
been a part of the beauty and cosmetics industry for over three decades. He began his journey
with VOV International that was founded back in 1986 in the Vasai area of Mumbai. With
just 10 employees to his credit, the brand now has a distribution network across 20 states
spread across 12,000 retail and novelty stores in the country.

But apart from the wide range of

products that the brand has to offer to makeup enthusiasts, the best part about it is that the
range is completely cruelty-free and 100% vegetarian. Not a single product has been tested
on animals. Moreover, the products of the brand have got ever-lasting results as per the
feedback of the clients and consumers.

“It’s heartless and it’s something that I will never stand for. Since day one, every employee of
my company has been vocal about their stance on animal rights and what’s the point of
making a profit or making someone look good when another living being is suffering?
questions Jain.

Jain then went on to say, “We have numerous plans for the expansion of our range and
products, but one thing is for sure, and that is we will not test on animals.” Thanks to the
social media age, the new generation is also against such wrong practices, and Insight
Cosmetics promises cruelty-free makeup.
Insight Cosmetics plans to expand production capacity by 40% in the coming year and
expand product portfolio distribution by exploring new-age sales channels. The strategy of
having complete organic ingredients in its products have worked big time, and it is one
primary reason behind the robust growth of Insight Cosmetics.

Insight is a revolutionary makeup brand from VOV International. The brand is known for
its affordable, professional quality makeup products and offers wide array of color cosmetics
for women who crave for sophisticated innovations in makeup and beauty.

Insight Cosmetics are alcohol free, Paraben free, Dye free, Sulphate free, Odour free, Are not

tested on animals and are 100% veg.

BASIC INFORMATION
 Legal Name : Insight Cosmetics Pvt Ltd
 Headquarters : Thane, Maharashtra, India
 Founding Date : 2011
 No. of Employees : 151 to 250
 Core Team : Sharmila Jain (Co-Founder & Director) & Dinesh Jain ( Chairman &
MD)
Types Of Makeup Essentials Insight sell –
Face:
1. Face Primer

While some people don’t think that face

primer is necessary, I personally view it as
a vital step in my makeup routine. Face
primers’ exact effects on your skin and
makeup can vary, but overall, their main
purpose is to keep your skin looking smooth
and your makeup looking fresh all day long.

2. Foundation

Foundation is probably the hardest part of your makeup routine to get right, as you not only
have to consider the type of coverage you want (i.e. sheer/natural, medium, or full), but also
your skin type and undertones.

3. CC Cream

Personally, I prefer CC cream to regular foundation, as I find it to be much more natural-

looking. It is a great option if you’re looking for something that has skincare benefits such as
moisturizing or priming

4. Concealer

If you have acne, dark circles, or any kind of discoloration, concealer is a must-have.
Concealers come in full-coverage and sheerer-coverage formulations, and which one you
should choose depends on how much you’re trying to cover up.

5. Blush

Blush is especially necessary if you’re wearing a foundation with more opaque coverage,
which can sometimes leave your complexion looking a little bit flat. Blush comes in powder,
gel, and cream formulations, with powder being the most popular.

6. Highlighter

Like many other beauty products, highlighter comes in various different forms: powder,
cream, liquid, stick, and powder/cream hybrid. Each of these forms has its own unique
benefits.
7. Bronzer

If you are trying to get a sun-kissed look, using the right shade of bronzer is essential. No
darker than one or two shades deeper than your natural skin tone, and either lightly
dusting it all over the high points of your face for a healthy glow, or simply in the hollows of
your cheeks (below where you’d put your blush) for a more chiseled look.

8. Setting Spray/Powder

Much like face primer, setting spray/powder works to keep your makeup in place all day.
There are different formulations depending on what type of finish you’re after (e.g. matte,
radiant, etc.) and what skin care benefits, if any, you would like your setting spray/powder to
have (e.g. moisturizing, oil-absorbing, etc.). If you want your makeup to last, though, don’t
skip this step!

EYES

9. Eye Primer

A good eye primer should not

only prevent your eye makeup
from sliding off, fading, and
creasing, but should also be in a
formulation that keeps colours
looking true to how they’re
supposed to all day long.

10. Eyeshadow

Along with highlighter, eyeshadow is my favourite makeup product, simply because it comes
in so many different colours and finishes, and can be used in so many different ways!

11. Mascara

Mascara has a magical way of pulling your eye look together, and comes in countless
different formulas that lengthen, thicken, and curl your eyelashes.

12. Eyeliner: Eyeliner, like mascara, can also add the little extra something needed to really
make your eye look pack a punch. While black eyeliner is often considered a staple, consider
giving brown or dark gray a try if you have lighter skin.
13. Eyebrow Product

Eyebrow products come in various formulations, including pencil, powder, mascara, pomade,
wax, and gel, and which one you choose will depend on your needs.

LIPS

14. Lipstick

You can’t deny that lipstick is having a

major moment right now: Whether you
go for a liquid or bullet formula; a
glossy, satin, or matte finish, there is
definitely a lipstick out there that’ll
meet your needs!

15. Lip Gloss

Lip gloss was popular in the early-mid 2000s, but recently has been regaining traction. Use
lip gloss when you’re in a rush, don’t have access to a mirror (it’s hard to mess up), or when
the rest of your look is more dramatic and calls for a subtler lip.

Insight moreover sell the combo Kits which is economically friendly as compare to the other
brands for the customers.

The combo kits are as follows:

1. The Ultimate Makeup kit

2. The Diva Kit

3. The Queen Kit

4. The Essential Kit 2.0

5. The Essential kit

6. The Influencers Kit

Literature review

Studies on consumer behaviour particularly in the Indian context are limited some of such
important studies are briefly reviewed in the following papers.

Subrahamanyam& others (1982) conducted a study on “Marketing of consumer

goods” in Vishakapatnam. It was found that large number of respondents
purchased consumer products from private retail shop followed by super bazaar &
consumer co-operative store and housewife played a vital role in taking purchase
decision.
Ramakrishna Rao, Rama Raju& Ram Prasad (1987) conducted a survey on
“Husband Wife Involvement in Buying Decision Making”. One of the major
findings of the study is husband who are young, highly educated & belong to high
income group are relatively less dominated than their older, less educated &low
income counterparts.
Singh J.D. (1981) conducted a survey on “A study of Brand loyalty in India”. The
study concluded that Indian consumers have been found becoming more & more
brand loyal. Depending upon the nature of the product, they have single or
multiple brand loyalty are „quality of the product, „habit of use‟ and „regular
availability‟ of the product
Debiprasd Mukherjee (2012) conducted a study entitled „Impact of celebrity
endorsement on Brand Image‟. This study shows that consumers report higher
self-brand connection for brands with images that are consistent with the image of
a celebrity that they aspire to be like, particularly in the case when the image of
the celebrity and the brand match.
A study on consumer buying behavior of cosmetic products in Kohlapur by
KisanShivajiRao Desai. The study was to analyze the buying process and the
effect of media communication on buying behavior on consumers. The results
showed that different factors have significant influence on buying behavior and it
also contributes to the knowledge of various cosmetic companies as they can
easily understand the purchasing propensities of consumers.
Consumer buying behavior towards cosmetic products by Prof. Nilesh Anute,
De. Anand Deshmukh, Prof. Amol Khandagale. The research was carried out to
study the demographic profile, factors affecting the decision, most widely used
cosmetic product, buying pattern and brand preference of the respondents. The
results showed that brand and quality was the most preferred factor among the
consumers while purchasing.
A study on consumer buying behavior of cosmetic product in Thanjavur,
Tamil Nadu, India by P. Rameshwari, R. Mathivanan and M. Jeganathan.
The study aimed at investigating the various factors that have impact on buying
decisions of consumers. The results showed that marketers were required to look
for buying habits, preferences, tastes, likes and dislikes of consumers and then the
policies should be made. Lastly, the consumers were found to be more quality
conscious and brand loyal.
A study on consumer awareness, attitude and preference towards herbal
cosmetic products with special reference to Coimbatore City by M. Banu
Rekha and K. Gokila. The research aimed at studying the awareness of
 consumers towards herbal products and find out the factors influencing their
purchase of herbal products. The results showed that there is a positive correlation
between the 2 factors i.e., family income (per annum) and spending on herbal
cosmetics per month. Also, majority of the consumers were found to be brand
loyal and quality specific.
Consumers brand preference and buying behavior of cosmetic products at
Coimbatore city by Dr. T Nagananthi and M. Mahalakshmi. The study aimed
at building a relationship between the demographic factors with the brand
preference of respondents towards branded cosmetic products. The results showed
that consumers prefer purely herbal or non-chemical make-up and care cosmetics.
And the study concluded that there is no relationship between income and
spending on cosmetic per month by consumers.
A case study on consumer buying behavior towards selected FMCG products
by Dr. Vibhuti, Dr. Ajay Kumar Tyagi and Vivek Pandey. The research was
carried out to understand the concept and scope of FMCG products for better
marketing and identifying the factors influencing consumer behavior. The results
showed that consumer is largely influenced by place, product, price, promotion
and physiological factors but the effect varies form product to product.

Lakme is one of the

Abstract :

leading cosmetic brands with

headquarters in Mumbai,
India, owned
presently by Unilever. The
idea of establishing Lakme in
the year 1952 surged into
existence
because Prime Minister
Jawaharlal Nehru came to
know that Indian women were
splurging on
imported cosmetics and
spending precious foreign
exchange on beauty products.
Lakme is one of the leading
cosmetic brands with
headquarters in Mumbai,
India, owned
presently by Unilever. The
idea of establishing Lakme in
the year 1952 surged into
existence
because Prime Minister
Jawaharlal Nehru came to
know that Indian women were
splurging on
imported cosmetics and
spending precious foreign
exchange on beauty products.
Lakme is one of the leading
cosmetic brands with
headquarters in Mumbai,
India, owned
presently by Unilever. The
idea of establishing Lakme in
the year 1952 surged into
existence
because Prime Minister
Jawaharlal Nehru came to
know that Indian women were
splurging on
imported cosmetics and
spending precious foreign
exchange on beauty products.
Rationale of the Study
‘Insight cosmetics’ has captured women’s attention for its high quality beauty
products.
Insight cosmetics’ a home-grown manufacturing brand in India.

Today this brand has a distribution network across 20 states with the products of
‘insight cosmetics’ spread across 12,000 retail and novelty stores across India.

The chemists and experts at the company have emphasised the need for safety and
quality before the formulation of every cosmetic product.

The brand aims to bring joy with its superior quality products.

Apart from creating a strong presence in the offline market, the products of the brand
are also grabbing attention with their presence on more than 12 online portals.

The best part about it is that the range is completely cruelty-free and 100% vegetarian.
Not a single product has been tested on animals.
Objectives of the Study

Broaden the research by incorporating different age group of customer and their
preference for cosmetics use.

To find out choice of people for cosmetic brand they use.

To understand which age group of people prefers to do makeup and for what
purpose.

To find out the reasons behind the preference for particular brand they use in the
different age groups.

To find out the recent trend of the preference of particular brand into the market.

To study the respondents view regarding the cosmetic product.

To study whether consumer purchases the products online or offline.

To identify the buying behaviour of Insights consumers.

To analyse the consumer’s satisfaction toward the products.

To know the comparative analysis of uses of cosmetics .

Research Methodology
The methodology used in the study is as follow:

Sources of Data : The study is based on both primary data & secondary data. The
primary data has been collected by using a questionnaire and the secondary data has been
collected from books, magazines and the internet.

Sample selected for the study: A total of 129 respondents from Bhopal city were
selected for the study. Convenience sampling method has been followed for collecting the
response from the respondents.

Area of the study : The study area is limited to Bhopal city, Madhya Pradesh.

Tools for analysis :- The statistical tool used for the purpose of the analysis of this study
is simple percentage technique and ranking techniques. After the collection of data
through the questionnaire, editing was done carefully. Based on the responses of the
samples, tables were prepared. The data collected were analyzed and interpreted with the
help of tables & figures.
Data Analysis
The analysis of the demographic variables which were collected through the medium of
questionnaire has been done as per the objectives in the following manner.

1.Gender

gender
prefer not to say; 5% male;
27%

female;
68%

Figure 1
It is depicted in the above figure that 68% of the total respondents who are the users of
cosmetic products females while males who are the users of the same contributes only 27%
and 5% choose to not say the gender of the total respondent rate.

2. Age Group

age group
35-45 45 above
8% 2%

25-35 15-25
24% 25-35
35-45
45 above
Figure 2

It can be 15-25 interpreted

that out of the 67% total
respondents, nearly 67%
of the respondents who buy cosmetic products lie in the age group of 15-25 years. Thus, it can be said
that those who majorly demand and buy the cosmetic products are the youngsters.

3. How often do consumer wear makeup?

everyday 2-3 times a

5% week
16%
4-5 times a
week
5%

only in special
occasion
73%

Figure 3
According to this it has been shown that 74% of only people used to wear makeup on only
special occasion from out of the total respondents.

4. Place where people go and wear makeup.

going out with friends;

office/col- 9.20%
lege/
event;
19.10%

party;
57.30%
family
gathering;
14.50%

Figure 4
According to this data people mostly do makeup when they go to Party. The percentage is
57.30% out of 100%.
5. How much average time does people take to put on makeup?

time taken
more than
30 min 2-5 min
18%
2-5 min 6-10 min
24% 11-15 min
6-10 min 30 min
8% more than 30 min
30 min
30%

11-15 min
20%

Figure 5

According to this data it can be seen that mostly people can do makeup within 30 mins which
as an average time to be taken for doing makeup.

6. The cosmetic product which mostly people use.

conce- face
lear; other; 7.60% powder;
3.10% 15.30% eye
eyeliner; makeup;
11.50% 5.30%
founda-
tion;
7.60%

Lipsticks; 49.60%

Figure 6
According to this data, people use Lipsticks more than any other cosmetic product. The
percentage of Lipstick is 49.60% out of 100%
7. Brands use by different people.

Figure 7
According to this data we can clearly see that even after being new to market some people do
use Insight. The percentage of Lakme Brand has taken place with 47.3% out of 100%.

8. How often do people change their cosmetic brand?

consumers demand for

changing makeup product
6% 5%
9%

19% 60%

1 rarely 2 3
4 5 frequently

Figure 8

As per this data we can come up to this result that people rarely change there cosmetic brand
and the percentage of that is 60% out of 100%.
9. From where people get aware about the Cosmetic products?

Getting informed

television
internet sites 10%
18%

friends and social media

family 44%
28%

television social media friends and family internet sites

Figure 9

According to this mostly people are using internet and social media which result in that
people getting aware about the cosmetic products and brand from the social media. 44% of
people get to know about products from social media.

10. Factors which are important for choosing a product.

factors important for choosing makeup

product
factors important for choosing makeup product

67.50%

43.20%

23.50%

5.30% 3.00%
Quality brand availability price others

Figure 10
According to this data mostly people go for quality product and some goes for brand. The
percentage are 67.50% and 43.20% respectively.

Results and discussion

Results:
After doing the data analysis the results has come out that:
o It has been observed that even though the cosmetic market is dominated by
female consumers, male consumers are coming at par with them.

o The working respondents were found more conscious of their appearance and
ready to buy high priced products as compare to housewives & students.

o After covid-19 majority of the respondents preferred to purchase products

from online websites like nykaa, purple.com etc that provide quality products
with variety at reasonable price.

o Majority of the respondents preferred to wear makeup when they go out for a
party as compare to other.

o Quality was found as a most important factor for purchase of cosmetics by the
respondents than price.

o Most of the respondents get to know about the cosmetics brands and product
from the social media like Instagram, Facebook and etc.

o Majority of the respondents usually do not try new products.

o It has been observed that the majority of the respondents uses Lipsticks as the
basic cosmetic product.

o Majority of people takes maximum 30mins to do makeup.

o It has been observed that in purchase decision, inspite of the impact of

friends, family members, beauticians and others, the actual decision to buy
was taken by the respondents on their own. S
Discussion:

A company should market exclusive cosmetic products for male consumers. A marketer
should built up a prompt distribution channel to avoid the problem of non – availability of
products. A proper communication should be created with doctor’s, beauticians and
should be involved in advertisement to make them more attractive, affective and reliable.
Marketer should include your attitude and personal appeal in their advertising
communication as the consumer buy cosmetic products on their own.
LIMITATIONS OF THE STUDY:

As with most researches, this study has also some limitations in it they are as follows:
The sample size of the study cannot be generalized and applied for general public.

The preferences and opinions are dynamic and therefore, the results, conclusions and
the findings of the study are based on those preferences and the opinions only. That is,
results would differ if the preferences or opinions differ.

The above mentioned study has been carried out in one particular area, so, it can’t be
compared with the other area or with other study that forms the part of other area. It is
comparable only with those studies which have been done in the same area.

The short listing of the factors cannot be generalized on the actual terms because it
depends on the sample size. 5. Since, the short listing of the factors can’t be
generalized, then, it may seems that the analysis results are biased and, therefore, are
not reliable.

The analysis results belong only to the observations within the sample. It does not
forecast about the observations that lies outside the sample size or outside the model.
REFERENCES:

 A1-Ashban and Burney, (2001),’ Key antecedents to cosmetics use among women in Saudi
Arabia: Empirical evidence from Saudi Arabia.JISSM, 9, 3-20.
 Hamza Salim Khraim,( 2011), ‘The Influence of Brand Loyalty on Cosmetics Buying Behavior
of UAE Female Consumers’, International Journal of Marketing Studies,Vol. 3, No. 2; pp.123-
133.
 Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson International Edition. 13th
Edition. Pearson Education Inc. Upper-saddle River.
 Perner, L. (2010). Consumer behavior: the psychology of marketing. Retrieved October 2,
2010, from http://www.consumerpsychologist.com/.
 Ravikumar, (2012).’ A study on impact of visual media advertisements on women consumers
buying behaviour in Chennai city’, International Journal of Multidisciplinary Research, vol.2,
issue.2, ISSN 2231 5780.
 Philip Kotler, “Marketing Management” 12th edition, Prentice Hall of India
 S.A. Sherlekar, “Modern Marketing Principles and Practices”, Himalaya Publishing House,
Bombay.
 Suja Nair, “Consumer Behaviour in Indian Perspective”, First Edition 2003, Himalaya
Publishing House Pvt. Ltd. Mumbai.
 G.C. Beri, “Marketing Research”, 3rd Edition 2004, Tata McGraw Hill Pub. Company Ltd.,
New Delhi.
 Singh J.D. “A study of Brand Loyalty in India”, Indian Journal of Marketing Vol. II, Page 15 –
20.
 Prof. S.S. Agarwal, “Brand Ambassadors & their impact on Consumer Behaviour” – Indian
Journal of Marketing Vol. 39, Dec 2009, Page 3 to 8.
 Lilly J., “Customer Perception & Preference towards Branded Products”, Indian Journal of
Marketing, Vol. 40, Feb. 2010, Page 49 – 55. Pramana Research Journal Volume 10, Issue 3,
2020 ISSN NO: 2249-2976 107 https://pramanaresearch.org/.
 Shiva Kumar K. &Meenakshi P. “Children as Decision Makers”, Indian Journal of Commerce
Vol. 56 Jan. 2003, P. 79 – 82.
 DebiprasadMukharjee, “Impact of Celebrity Endorsement on Brand Image”, Indian Journal of
Marketing Vol. 42 Feb 2012, P. 19 - 22.
ANNEXURE

NAME: __________________

AGE: ______________

E-mail address: _______________________________

1. Please indicate your age.

a. 15 -25

b. 25 -25

c. 35 -45

d. 45 above

2. Please indicate your gender.

a. Male

b. Female

c. Prefer not say

3. How often do you wear makeup?

a. Everyday

b. 2-3times a week

c 4-5 times a week

d Only for special purpose

4. Where do you wear your makeup?

a. Party

b. Family gathering

c. Office / college / event

d. Going out with friends

5. How does it take for you do to makeup on average?

a. 2-5 mins

b. 6-10 mins

c. 11-15 mins

d. 30 min

e. more than 30 mins

6. Which of the following makeup products do you use the most?

a. Face Powder

b. Eye makeup

c. Foundation

d. Lipsticks

e. Eyeliner

f. Concelear

g. Other
7. Which Brand do you use most?

a. Lakme

b. Maybelline

c. Insight

d. Mama earth

e. Huda beauty

f. Other

8. How often do you try new or different varieties of makeup products?

a. Rarely

b. 2

c. 3

d. 4

e. 5 (frequently)

9. How do you get information about makeup products?

a. Television

b. Social Media

c. Friends and family

d. Internet sites

10. Which are the factors important to you when choosing makeup products ?

a. Price

b. Brand

c. Availability

d. Quality

e. others