Priyanka

BM COLLEGE OF TECHNOLOGY, INDORE
MAJOR RESEARCH PROJECT
(Submitted towards the Partial Fulfillment of Master of Business Administration Awarded

by DAVV, Indore)
ON
A Study on Impact of E-Media on consumer Buying Behavior towards

cosmetics Products in Indore (With special reference to LAKME)
BM College Indore
MBA III Semester
2022-2023
Project Guide Research Student

Prof. Ankit Trivedi Priyanka Shukla
Roll No.- DX2102543
1
CERTIFICATE
This is to certify thatPriyanka Shukla has undergone project entitled “A Study on Impact of E-
Media on consumer Buying Behavior towards cosmetics Products in Indore (With special
reference to LAKME)” towards the partial fulfillment of her two years Master Degree of
Business Administration (MBA) Successfully. She has carried out this project with full sincerity
and dedication and the work is original and genuine.
Director Project Guide

Dr. Vijaylaxmi Iyengar Prof. Ankit Trivedi
External examiner
2
DECLARATION
I hereby declare that project entitled“A Study on Impact of E-Media on consumer

Buying Behavior towards cosmetics Products in Indore (With special reference to
LAKME)” is authentic and I have put in my efforts meticulously to make this
project to come up to the expectations and pragmatically viable. I also ensure that
the research work done by me is completely original and analyzed by me and have
not been copied from any other source.
Research Student
Priyanka Shukla
MBA III Semester
3
ACKNOWLEDGEMENT
At the outset I extend my sincere gratitude to our Director Dr. Vijaylaxmi

Iyengar for her words of wisdom & encouragement during the MBA program.
I am sincerely grateful to my Supervisor Prof. Ankit Trivedi Faculty guide BM
College of technology, Indore for his generous and valuable guidance throughout
my research. Her / his constant motivation has helped me at each step in
completing this thesis.
The words of gratitude are also due to honorable faculty members of the institute
Dr.Shailesh Tripathi, Dr. Hemlata Yadav, Prof. Rachna Lokre, Prof Ragini
Balodiya ,Prof Nayana Nagar, Prof. Ankit Trivedi & for their words of
encouragement.
I am also thankful to the librarian Ms. Vidhya Pal, Office Executive Mr. Manoj
Gothwal, Mr. Manoj Kulkarrni, Computer lab-incharge Mr.Govind Rajput, who
has extended their co-operation during my research. From the bottom of my heart,
I am grateful to my respected Parents Mr. Harihar Prasad and Mrs. Susheela
Shukla for providing moral support and inspiration every time.
Finally, due to the blessings of almighty God, I could complete this research on
time.
Research Student
Priyanka Shukla
MBA III Semester
4
PREFACE
The research provides opportunity to a student to demonstration knowledge, skill and
competencies during the project. The training project help to know the problem in the
organization and to suggest them how to get rid of those problem although research have tried
my level best to prepare this report an error free every effort has been made to offer the most
authenticate position with accuracy to the topic; second will contain the objectives of the project.
The middle part has been giving a brief overview about the organization and the methodology to
be used in the project. Fourth chapter is the most important part as it will contain the analysis od
data. Last part has been dealing with the finding and suggestion.
Chapter One: - Deals with the conceptual framework related “A Study on Impact of E-Media
on consumer Buying Behavior towards cosmetics Products in Indore (With special
reference to LAKME)”
Chapter Two: - Deals with the company profile of LAKME
Chapter Three: - Deals with the objectives of the study which covers the main motive of the
study and the main reason for the conduct of the study.
Chapter Four: - Deals with the review of literature which covers the early researches on the topic
done by research and the conclusion drawn by them will be used for further references.
Chapter Five: - Deals with the Research Methodology to be used by the researcher to analysis the
data and complete the study. It provides details related to the tools for collection and tools used
for data analysis.
Chapter Six: - Deals with the Data analysis of the study.
Chapter Seven: - Deals with the main finding of the study which is drawn after the conduct of the
study.
Chapter Eight: - Deals with the Limitation of the study.
Chapter Nine: - Consist of recommendations for future studies.
Chapter Ten: - Consist of conclusion of the study. Priyanka Shukla
MBA III Semester
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INDEX
S. No. Contents Page No.

Certificate 2
Declaration 3
Acknowledgement 4
Preface 5
List of Graphs 7
List of Tables 8
Chapter 1 Introduction and conceptual framework 9

Chapter 2 Company Profile 22
Chapter 3 Objective of the study 29
Chapter 4 Review of literature 31
Chapter 5 Research methodology 36
(a) Meaning of research 37
(b) Research Process 43
(c) Research Design 44
(i) The Study 45
(ii) The Design 45

(iii) The Sample 45
(iv) The Tools 46
Chapter 6 Data Analysis and Interpretation 47
Chapter 7 Main findings of the study 68
Chapter 8 Limitations of the Study 72
Chapter 9 Recommendations of the study 74
Chapter 10 Conclusion of the study 76
Bibliography and reference 78
Annexure 82
(a) Questionnaire 83
(b) Respondent sheet 87
(c) Data analysis sheet 91
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LIST OF TABLES
PAGE
S.NO. LIST OF TABLES NO.
1 Gender 48
2 Age 49
3 Education 50
4 Marital 51
5 Income 52
6 Use of Product 53
7 Quality 54
8 Why Lakme 55
9 Advertisement 56
10 Theory 57
11 Study 58
12 Product 59
13 Total Spends 60
14 Economical 61
15 Motivate to Buy 62
16 Your Products 63
17 Purpose 64
18 Service 65
19 Lakme Site is Useful 66
20 15% off 67
7
LIST OF GRAPHS
PAGE
S.NO. LIST OF GRAPHS NO.
1 Gender 48
2 Age 49
3 Education 50
4 Marital 51
5 Income 52
6 Use of Product 53
7 Quality 54
8 Why Lakme 55
9 Advertisement 56
10 Theory 57
11 Study 58
12 Product 59
13 Total Spends 60
14 Economical 61
15 Motivate to Buy 62
16 Your Products 63
17 Purpose 64
18 Service 65
19 Lakme Site is Useful 66
20 15% off 67
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CHAPTER:1
INTRODUCTION
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Chapter 1
INTRODUCTION
The Indian skin care market is shining due to the use of safe and effective procedures, progress
in medical technology and increase in awareness. Skin care market is categorized into hair care
products, skin care products, body care products, makeup, eye, lip color, nail enamel, suns cream
lotion, hair bouncers cream, moisturizers etc. Indian skin market is on its initial stage. There is a
stiff competition among the products to get a better position in the market. Skin care products
constitute an essential part of the beauty market. The popularity of skin care products is
increasing these days as they act in both ways as a drug as well as cosmetic. There are several
type of products which are available in the marketing depending upon there function. In the
world everyone wants to look like a model or we can say that everyone wants to be younger and
smarter. We can find the good face and look in different forms such as on the cover page of
magazines, on television, in fashion shows and so on. The uses of these skin care cosmecutical
products by the consumer make them feel like models as these products enhance the beauty of
the human body. By applying these skin care cosmecutical products, one can feel good and
confident as the skin care products implicate.
Earlier the skin care product concept is only meant for women and hence the market of skin care
products is running since a large number of years. But now the scenario is changing men is also
becoming conscious about their looks. By seeing consciousness in women towards their looks
many skin care cosmeceutical companies introduced skin care cosmeceutical products only for
women. This concept has also made a place in the mind of female consumers and they start
purchasing the cosmeceutical products which are specially made for female skin.
Indian is a huge market because of this reason the potential in the Indian skin care market is
also good because of this reason many companies enter into the Indian market. The skin care
cosmeceutical market in India is a very competitive market with companies having marketing
strategies which are competing with each other. The upper hand in the Indian market for the skin
care cosmeceutical companies will depend on the innovative products the company introduces to
the market. The introductionof an innovative cosmecutical product into the Indian market is not
enough for the company to have an edge but the company has to decide the right place and the
right time for launching the cosmecutical product. For a skin care cosmecutical product company
the success also depend on how well the company makes its strategic planning with the help of
4’Ps (i.e. product,place,price and promotion) . A well planned structure and a good strategic
planning will help a company to make its position good in the market and also to retain that
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position for a longer period of time. A good strategy also helps a company to know how to enter
in that particular market and how to face their competitors for a longer duration.
CONSUMER BEHAVIOUR
Consumer definition
An individual who buys products or services for personal use and not for manufacture or resale.
A consumer is someone who can make the decision whether or not to purchase an item at
the store, and someone who can be influenced by marketing and advertisements. Any time
someone goes to a store and purchases a toy, shirt, beverage, or anything else, they
are making that decision as a consumer.
Behavior definition
Behavior is every action by a person that can be seen or heard. Behavior must be defined in a
way that is both observable and measurable so that everyone working with the child has a good
understanding of what the behavior looks like and sounds like.
CONSUMER BEHAVIOUR
Consumer behavior is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods and
services, they will be able to determine—which products are needed in the marketplace, which
are obsolete, and how best to present the goods to the consumers. The study of consumer
behavior assumes that the consumers are actors in the marketplace. The perspective of role
theory assumes that consumers play various roles in the marketplace. Starting from the
information provider, from the user to the payer and to the disposer, consumers play these roles
in the decision pr
Consumer behavior can be define as the decision making process and physical activity involved
in acquiring, evaluating, using an disposing of goods and service(consumer behavior –Issues and
concepts) . By this definition we can say that buying of good/services is not the only thing that
create attention in consumer behavior but the process has started earlier than the goods have
been acquired or bought. In the consumer mind the buying process start leading to the search of
alternatives among product those can be perceived with their corns and proms. This process
gives rise to internal and external research. The next step appears to be the decision making
process step for purchasing and using of goods, them finally comes the post purchase behavior
which is equally important since it provides some clues to the companies regarding the success
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of the product. Consumer behavior is a complex, dynamic ,multidimensional processes, and all
marketing decisions are based on assumption about consumer behavior.
Buying behavior is the decision processes and act of people involved in buying and using
products. Need to understand:
 Why consumers make the purchases that the make?

 What factor influence consumer purchases
Consumer behavior study is based on consumer buying behavior, with customer playing the
three distinct roles of users, payer and buyer. Relationship marketing is an influential asset for
customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social function can be categorized into
social choice and welfare function.
MAJOR FACTOR AFFECTING CONSUMER BEHAVIOR

A consumer behavior is affected by three different factor: cultural, social and personnel factor.
Furthermore, there are many different kind of factor under each of these three categories. In this
section, the different factor and their impact on consumer’s behavior will be discusses From the
viewpoint of the marketing strategist, the mix of cultural, social, Personal and psychological
factors which influence behavior are largely Non-controllable. Because of the influence they
exert upon patterns of buying, it is essential that as much effort as possible is put into
understanding how they interact and, ultimately, how they influence purchase behavior .
THERE ARE TWO FACTOR AFFECTING CONSUMER BEHVIOUR

1. INTERNAL FACTOR
2. EXTERNAL FACTOR
INTERNAL FACTOR– Consumer behavior is influenced by demographics,

psychographics (life style), personality, motivation, knowledge, attitude, beliefs, and feelings
Consumer behavior concern with consumer need consumer action in the direction of satisfying
needs leads to his behavior of ever individuals depends on thinking.
EXTERNAL FACTOR–Consumer behavior is influenced by culture, sub-culture, locality,

royalty, ethnicity, family, social class, reference group, life style, and market mix factor.
Consumer purchases are influenced strongly by or there are four factor.
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The following are the certain factor which influence the consumer behavior
1. CULTURAL FACTORS -
Culture is the most basic determinant of a person’s wants and behavior. People with different
cultural, sub-cultural and social class characteristics have different product and brand
preferences. According to William J. Stanton, a culture may be defined as, “the complex of
symbols and artifacts created by a given society and handed down from generation to generation
as determinants and regulators of human behavior”.
CULTURE
A culture is a way of living that distinguishes one group of people from another. Much of
consumer behavior is determined by culture. In the words of Clyde Kluckhohn, “Culture
regulates peoples’ lives at every turn. From the moment people are born, until they die, there is
constant conscious and unconscious pressure on them, to follow certain types of behavior.”
 SUB - CULTURE
Sub-cultural analysis enables marketers to segment their markets to meet the specific needs,
motivations, perceptions, and attitudes that are shared by members of a specific sub-cultural
group. A subculture is a distinct cultural group which exists as an identifiable segment within a
larger, more complex society.
 SOCIAL CLASS
Social class defines the ranking of people in a society into a hierarchy of upper, middle and
lower classes based on their power and prestige. In our society, prestige and power are defined
by income, occupation and education.
2. SOCIAL FACTOR
The second major groups of factors that influence consumer decision making are social factors,
which include all effects on the buying behavior that result from interactions between a
consumer and the external environment.
 GROUPS –
Two or more people who interact to accomplish individuals or mutual groups. A person’s
behavior is influenced by many small groups. Groups that have a direct influences and to which
a person belongs are called membership groups some are primary groups includes family,
friends, neighbor and coworkers. Some are secondary groups which are more formal and have
less regular interaction these includes organization like religious groups, professional association
and trade union.
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 FAMILY –
Family members can strongly influence buyer behavior. The most important consumer buying
organization society and it’s has been researched extensively marketer are interested in the role,
and influence of the husband, wife and children on the purchase of different product and service.
 ROLE AND STATYS –
Each person has different roles and status in society in terms of groups, clubs, family, etc.
organization to which it belongs. For example, a woman working in an organization as manager
of finance. Now she is playing two roles, one of the chief financial officer and the mother.
Therefore, purchasing decisions will be influenced by their role and status
3. PERSONAL FACTOR
A person’s buying decisions are also influenced by personal characteristics that are unique to
each individual, such as gender, age, life-cycle stage, personality, self concept, and life-style.
Individual characteristics are generally stable over the course of one’s life.
Age and life style stage –
People change the goods and service they buy over their life time. Tastes in food, clothes,
furniture and recreation and often age related buying is also shaped by the stage of the life cycle.
Lifestyle captures something more than the person’s social class or personality; it profiles a
person’s whole pattern of acting and interacting in the world.
 Occupation –
A person’s occupation also influences his / her consumption pattern. Marketers try to identify the
occupational groups that have above average interest in their products and services. A company
can even specialize its products for certain occupational groups.
 Economic situation –
A person economic situation will affected products choice. Economic situation of the consumer
has a great influence on their buying behavior. If income and savings a customer is high, then
going to buy more expensive products. Moreover, a person with low income and savings buy
cheap products
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 Life style –
Life style is a person’s pattern of living , understanding these forces involves measuring
consumer major AIO dimensions i.e. activities (work, hobbies, shopping, support, etc)
interest(food, fashion, family, recreation) and opinions (about themselves, business, products)
 PERSONALITY AND SELF CONCEPT -
Personality of an individual also influences his / her buying behavior. Personality refers to the
unique psychological characteristics of an individual. It is usually described in terms of
distinguishing character traits, attitudes and habits dominance, sociability, autonomy,
authoritative, aggressiveness, adaptability and the like. Marketers must have in-depth
knowledge of different human personalities.
4. PSYCHOLOGICAL FACTOR
An individual’s buying decisions are further influenced by psychological factors: perception,
motivation, learning and attitudes. These factors are what consumers use to interact with their
world. They are the tools consumers use to recognize their feelings, gather and analyze
information, formulate thoughts and opinions and take action.
 MOTIVATION –
Motive (drive) a need that is sufficiently pressing to direct the person to seek the satisfaction of
the need .The level of motivation also affects the purchasing behavior of customers. Each
person has different needs, such as physiological needs, biological needs, social needs, etc. The
nature of the requirements is that some are more urgent, while others are less pressing.
Therefore, a need becomes a motive when it is most urgent to lead the individual to seek
satisfaction.
 PERCEPTION –
The process by which people select, organize and interpreted information to from a meaningful
picture of the world Select, organize and interpret information in a way to produce a meaningful
experience of the world is called perception. There are three different perceptual processes which
are selective attention, selective distortion and selective retention. In the case of selective
attention, sellers try to attract the attention of the customer. Whereas in case of selective
distortion, customers try to interpret the information in a way that supports what customers
already believe. Similarly, in the case of selective retention, marketers try to retain information
that supports their beliefs.
LEARNING –
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Change is an individual’s behavior arising from experience. When we act, we learn. It implies a
change in the behavior resulting from the experience. The learning changes the behavior of an
individual asheac quires information and experience. For example, if you are sick after drinking
milk, you had a negative experience, you associate the milk with this state of discomfort and you
learn that you should not drink milk. Therefore, you don t buy milk anymore. Rather, if you had
a good experience with the product, you will have much more desire to buy it again next time.
The learning theories can be used in marketing by brands.
 BELIEFS AND ATTITUDE –
Beliefs are a descriptive thought that a person holds about something attitude, a person’s
consistently favorable or unfavorable evaluation, feeling, and tendencies towards an object or
idea.
Process of consumer behavior

The consumer behavior making process involves series of related and sequential stages of
activities. The process begins with the discovery and recognition of an unsatisfied need or want.
It becomes a drive. Consumer begins search for information. This search gives rise to various
alternatives and finally the purchase decision is made. Then buyer evaluates the post purchase
behavior to know the level of satisfaction. The process is the post purchase behavior to know the
level of satisfaction. The process is explained below with the help of diagram
Steps In Decision Making Process-
NEED INFORMATION
RECOGNITION SEARCH
POST
EVALUATION OF
PURCHASE
ALTERNATIVES
BRHAVIOUR
PURCHASE
DECISION
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1. NEED RECOGNITION –
When a person has an unsatisfied need, the buying process begins to satisfy the needs. The
need may be activated by internal or external factors. The intensity of the want will indicate
the speed with which a person will move to fulfill the want.
2. INFORMATION SEARCH -
Identified needs can be satisfied only when desired product is known and also easily
available. Different products are available in the market, but consumer must know which
product or brand gives him maximum satisfaction. And the person has to search out for
relevant information of the product, brand or location.
3. EVALUATION OF ALTERNATIVES –
This is a critical stage in the process of buying. Following are important elements in the
process of alternatives evaluation
a. A product is viewed as a bundle of attributes. These attributes or

Features are used for evaluating products or brands.
b. Factors like company, brand image, country, and distribution network and after-
sales service also become critical in evaluation.
a. PURCHASE DECISION –
Outcome of the evaluation develops likes and dislikes about alternative products or brands in
consumers. This attitude towards the brand influences a decision as to buy or not to buy.
Thus the prospective buyer heads towards final selection. In addition to all the above
factors, situational factors like finance options, dealer terms, falling prices etc., are also
considered.
b. POST PURCHASE BEHAVIOUR –

Post-purchase behavior of consumer is more important as far as marketer is concerned.
Consumer gets brand preference only when that brand lives up to his expectation. This brand
preference naturally repeats sales of marketer. A satisfied buyer is a silent advertisement.
But, if the used brand does not yield desired satisfaction, negative feeling will occur and that
will lead to the formation of negative attitude towards brand.
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PERCEPTION
DEFINATION –
“PERCEPTION may be defined as a process by which individual organize and

interpret their sensory impression in order to give meaning to their environment. As pointed out,
a situation may be the same but the interpretation of that situation by two individuals may be
immensely different”.
THERE ARE THREE FACTOR AFFECTING PERCEPTION
1. THE PERCIVER
2. THE TARGET
3. THE SITUATION
1. THE PERCIVER
 Attitude
 Motives
 Interests
 Experience
 Expectation
2. THE TARGET
 Novelty
 Motion
 Sounds
 Size
 Background
3. THE SITUATION
 Time
 Work setting
 Social setting
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PROCESS OF PERCEPTION
The perceptual process is a sequence of steps that begins with stimuli in the environment and
ends with our interpretation of those stimuli. Perceptual process are the different stages of
perception we go through. The different stages are -
 Receiving
 Selecting
 Organizing
 Interpreting
RECEIVING-
Receiving is the first and most important stage in the process of perception. It is the initial stage
in which a person collects all information and receives the information through the sense
organs. It is a physiological aspect of perception process. Stimuli may be external to us (such as
sound waves) and inside us (such as energy generation by muscles).
SELECTING –
Selecting is the second stage in the process. Here a person doesn’t receive the data randomly but
selectively. A person selects some information out of all in accordance with his interest or needs.
The selection of data is dominated by various external and internal factors.
 EXTERNAL- The factors that influence the perception of an individual externally are
intensity, size, contrast, movement, repetition, familiarity, and novelty.
 INTERNAL - The factors that influence the perception of an individual internally are
psychological requirements, learning, background, experience, self-acceptance, and interest.
ORGNIZING-
Keeping things in order or say in a synchronized way is organizing. In order to make sense of
the data received, it is important to organize them.
We can organize the data by −
 Grouping them on the basis of their similarity, proximity, closure, continuity.
 Perceptual constancy that is the tendency to stabilize perception so that contextual

changes don’t affect them.
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Interpreting -
Interpretation means that the information we have sensed and organized, is finally given a
meaning by turning it into something that can be categorized. It includes stereotyping, halo
effect etc.
BRAND
Brand meaning–
Branding has been around for centuries as a means to distinguish the goods of one producer from
those of another. A brand is a specific term that may include a name, sign, symbol, design or a
combination of these, with an intention to identify goods or services of a particular seller In fact,
the word ‘brand’ is derived from the Old Norse word brander, which means ‘to bum’. Branding
helps to develop customer loyalty and it is advertised by sellers under their own name. A good
brand develops a corporate image. Usually customers prefer brands as they can easily
differentiate the quality.
DEFINATION –
According to Kotler and Amstrong, ‘a brand is a name, term, sign, symbol or design or a
combination of these that identifies the maker or seller of a product, or services’ .
IMPORTANCE OF BRANDING
There are some importance of branding
1) Branding help to grow your reputation-
A strongconsistent brand image (which often start with a well- designed logo) will help you
to establish your business. A great logo should be powerful and easily memorable making the
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right impression on your target audience at first glance. your logo should be on your website,
social media profile, business card physical business location (if you have one ) and on
printed promotional products.
2) Branding can help you win investment –
A strong well- know brand can help you to generate future business, and even increase your
business value by giving you more leverage in your industry.
3) Branding can help you win new customers-
A good brand will make it easier for you to win referral business. strong branding generally
means there is a positive improve your company among consumers, and they are likely to do
business with you because of the familiarity and assumed dependability of using a name they
can trust.
4) Branding can help to build trust in your marketplace –
A professional appearance and well- strategized branding will help you build trust with
consumers, potential clients and suppliers.
5) Branding generate new customer-
Branding enable your company to get referral business. would it be possible for you to tell a
friend about the new shoes you love if you couldn’t remember the brand? A large reason
‘brand’ is the word used for this concept is that the goal is an indelible. Profitable advertising
source, word of mouth referrals are only possible in a situation where your company has
delivered a memorable experience with your customer.
6) Branding create trust –
A professional appearance builds credibility and trust. People are more likely to purchase
from a business that appears polished and legitimate. Emotional reactions are hardwired into
our brains, and those reactions are very real influencers.
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CHAPTER: 2
COMPANY PROFILE
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CHAPTER: 2
COMPANY PROFILE
INTRODUCTION OF LAKME –
“LAKME is the Indian women ‘s beauty sutra”- inspiring expression of her unique beauty and
sensuality . LAKME brings expert products and service that are born out of true understanding of
the needs of the Indian women . they help the Indian woman expression of her best self –
sensual, original, expressive, alive and intuitive. LAKME inspire her to unleash the potency of
her femininity, beauty and sensuality.
KEY FACT-
LAKME was the first major beauty brand in india and takes pride in being the expert on Indian
beauty for over 50 years. it is complete beauty brand spanning color cosmetic skin care &hair
styling products and extending to beauty service through the network of LAKME beauty salon.
Its bond with beauty and fashion is manifested through the LAKME fashion week, which is now
the largest fashion event of its kind in the country LAKME has a foot print of over 1200 assisted
sales outlet, which is the largest span of outlet with “beauty advisor” in the country.
OUR VISION-
Unilever products touch the lives of over 2 billion people every day – whether that’s through
feeling great because they’ve got shiny hair and brilliant smile, keeping their homes fresh and
clean, or by enjoying a great cup tea, satisfying meals or healthy snack.
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A CLEAR DIRECATION –
 We work to create a better future every day.

 We help people feel good , look good, and get more out of life with brand and
services that are good for them and good for other.
 We will inspire people to take small everyday action that can and up to a big
difference for the world.
 We will develop new way of doing business that will allow us to double the size of
our company while reducing our environmental impact.
ESTABLISHMENT AND COMPANY PROFLE
Half a century ago, as India took her steps into freedom, LAKME, India's first beauty brand was
born. At a time when the beauty industry in India was at a nascent stage, LAKME tapped into
what would grow to be amongst the leading, high consumer interest segments in the Indian
industry – that of skincare and cosmetic products. Armed with a potent combination of foresight,
research and constant innovation, LAKME has grown to be the market leader in the
cosmeticsindustry.
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LAKME started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group, it was
named after the French opera Lakmé, which itself is the French form of Lakshmi, the goddess of
wealth, also renowned for her beauty. Indian cosmetic LAKME was started in 1952, famously
because the then Prime Minister, Jawaharlal Nehru was concerned that Indian women were
spending precious foreign exchange on beauty products, and personally requested JRD Tata to
manufacture them in India. Simone Tata joined the company as director, and went on to become
its chairman. Tata Oil Mills Company (TOMCO) merged with HLL, effective from April 1,
1993. In 1995, HLL and yet another Tata company, LAKME Limited, formed a 50:50 joint
venture, LAKME Lever Limited, to market LAKME’s market-leading cosmetics and
otherappropriate products of both the companies. Subsequently in 1998, LAKME Limited sold
its brands to HLL and divested its 50% stake in the joint venture to the company
Even today, when most multinational beauty products are available in India, LAKME still
occupies a special place in the hearts of Indian women.
LAKME also started its new business in the beauty industry by setting up LAKME beauty salons
all over India. now HUL(Hindustan unilever limited ) has about 110 salons all over India
providing beauty services. in 2014 LAKME has been ranked as 36 th most trusted brand in India
by the brand trust report. the company is the title sponsor for LAKME fashion week (LFW) A
annual fashion event takes place in Mumbai.
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MAKEUP TYPES -
Cosmetics includes skin care cream , lotion , powders , perfumes , lipsticks and nail polish , eye
and facial makeup, colored contact lenses , hair color , hair sprays and gels , baby products ,
bath oil and many other type of products . A subset of cosmetics is called “MAKE UP”, which
refers primarily to colored products intended to alter the user’s appearance.
Most cosmetics are distinguished by the area of the body intended for application.
 Face prime, come in various formulas to suit individual skin concerns most are meant to
reduce the appearance of pare size, prolong the wear of makeup, and allow for a smoother
application of makeup applied before foundation.
 Eye primer, used to prolong the wear of eye shadow on the eye as well as intensity color
payoff from shadow.
 Lip gloss, is a sheer from of lipstick in a liquid form.
 Face powder, used to set the foundation giving a matte finish, and also to conceal small flows
or blemishes.
PRODUCTS AND SERVICE OFFERED
LAKME is world renown and great cosmetic. A wonderful gift hamper for today’s women .
CATEGORIES
1) LAKME lipstick
2) LAKME eyeliner
26
3) LAKME kajal
4) LAKME strawberries face wash
5) LAKME enamel remover
27
6) LAKME deep pare cleansing milk
MARKETING STRATEGIES FOR CUSTOMER SATISFACTION
1. PRAMOTIONAL STRATEGIES
 Promotional posters
 Launch of beauty magazines
 Advertisement through film commercials
 Open spa to promote the brand
 Selecting reputed brand ambassador
 Sponsoring and social responsibility
2. POSITIONING STRATEGIES
 Most innovative
 High quality , Advanced products & affordable price
 Only cosmetic brand in world that has products in all thesegment consumer ,
luxury , professional & pharmaceuticals
3. DISTRIBUTION STRATEGIES
 Wide distribution network by giving various incentives to
distributors,retailers, stockiest etc in order, not to lose self space products
modification.
 By modification the products by adding SPF, so that lip can be protected
fromharmful.
28
CHAPTER: 3
OBJECTIVES OF
THE STUDY
29
“A Study on Impact of E-Media on consumer Buying Behavior towards
CHAPTER : 3
OBJECTIVES OF THE STUDY

The research objectives from the purpose of the project. Every research follows a set of well
planned objectives. These objective may be research questions or associated investigative
questions. Each purpose presented her as a corresponding result’s section later in the report. The
main behind the research was to study about the behavior and perception of Indian women
towards LAKME products. The various objective of the researcher as are follows:
The main objectives of this research are as follows:
 To study about the behavioral attitude of consumers towards LAKME products.

 To analyze and evaluate various factor which motivate consumers to purchase cosmetic
products with special reference to LAKME
 To recommended strategies that can be adopted by the LAKME to improve its brand
image.
30
CHAPTER: 4
REVIEW OF LITERATURE
31
Chapter : 4
REVIEW OF LITERATURE
According to Shahzad Khan (2012)

Attitude is the conduct, nature, temperament, thought and way of behaving. It can be
positive or negative and perform a very essential function in purchasing a product.
Lars Perner(2010) defines attitude simply as composite of a consumer’s beliefs, feeling,

and behavioral intention towards some object within the context of marketing. Noel
(2009) defined attitude that is a powerful and long term assessment for which the
customer are having well-built way of thinking and it can be an individual, entity,
announcement or a matter. Attitudes are former though experience and learning and that
attitude influence buying behavior (kolter and keller, 2009). Consumer attitudes toward a
firm and its products greatly influence the success or failure of the firm(ws.elance.com).
Mitul Deliya & Bhavesh parma(2012)

Has studies the “Role of Packaging Consumer Buying Behavior-pate District” . The aim
of these article is to get the study to point toward role on packaging in consumer buying
behavior. The basic purpose of this it is to find out how much factor behind the success of
packaging. The purpose of this research is to know the relationship between independent
variable and dependent variable. The research is based in paten District of Gujarat
(India). The packaging is the most important factor. The consumer buying behavior is
dependent on the packaging and on its features. Packaging elements like packaging color.
Background Image, Packaging Material, Font Style, Design of wrapper, Printed
Information and Innovation is takes as predictors. Due to increasing self-service and
changing consumers’ lifestyle the interest in package as a tool of sales promotion and
stimulator of impulsive buying behaviorist growing increasingly. So point of sale and
could be treats as one of the most important factors influencing consumer’s purchase
decision.
Christ P.(2009)
In his book, marketing basic stated that factor affecting how customers make decision
are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of
sociology thrown in just to make things more interesting. Since every person in the world
is different, it is impossible to have simple rules that explain how buying decisions are
32
made. But those who have spent many years analyzing customer activity have presented
us with useful “guidelines” in how someone decides whether or not to make a purchase.
According to Solomon, (2009)

Marketers trend to gain potential consumers attentions or change their attitude towards
products by providing them with idealized images of positive, attractive people who just
happen to be using their products. The self-concept summarizes the beliefs a person holds
about his own attribute and how he evaluates the self on these qualities.
Rita kuvykaite (2009)

Has descriptive research. According to Rita package attracts consumer’s perception about
product. Also package imparts unique value to products (Underwood, Klein& burke,
2001; Silayoi&speech, 2004), works as a tool for differentiation, i.e. Helps consumers to
choose the products from wide range of similar products, stimulates customers buying
behavior (wella,Farley & Armstrong, 2007). Thus package performs an important role in
marketing communication and could be treated as one of the most important factor
influencing consumer’s purchase of package, its elements and their impact on consumers.
Kundi J.et al (2008)

Stated that consumer behavior refers to the mental and emotional process and the
observable behavior f consumer during searching, purchasing and post consumption of a
product or services. Consumer behavior blends the elements from psychology, sociology,
socio psychology, anthropology and economics.
According to the study conducted by Dr.Vinith Kumar Nair and Dr. Prakash Pillai R
(2007)
Male consumer generally prefer to purchase and make the brand selection of cosmetic
individually. Quality is the major factor influencing the purchase decision of male
consumer. They tend to buy cosmetic items from a single shop of their convenience. It is
also observed that male consumers buy all their cosmetic items from one shop.
According to Draelos and Thaman (2006)

Skin care product should provide the maintenance and treatment against the hygienic of
the skin under optimal conditions of sanitation and comfort, or attending to someone or
something. Skin care products include cleansers, facial masks, toners, moisturizers,
sunscreen, tanning oils and lotions, skin.
33
According to Arnold, et al. (2004)
A society’s culture is “dynamic blueprints for action and interpretations that enable a
person to operate in a manner acceptable to other members of the culture.” Personalities
may be changed under certain situation such as marriage or a shift of occupation.
According to Kotler and Armstrong (2001)

Consumer buying refers to the buying behavior of the individual and households who buy
goods and services for personal consumption. Consumer around the world are different
in various factors such as age, income, education level and preference which may affect
the way they avail of goods and services. This behavior then impacts how products and
services are presented to the different consumer markets. There are many components
which influence consumer behavior namely; cultural, social, personal, and psychological
(kotler and Armstrong, 2001). Behaviornamely; culture, social, personal, and
psychological (kotler and Armstrong, 2001).
Consumer behavior is the study of when, how and where people do or do not buy
products (Sandhusen, Richard L;2000). Mcgraw- Hill (2005) define consumer buying
behavior as the behavior in the quest to satisfy needs which products and services were
acquired to satisfy these personal consumption needs. Consumer behavior involves the
psychological process that consumer go through in recognizing needs, finding ways to
solve these needs, making purchase decisions, interpret information, make plans and
implement these plans (Perner L. ; 2008). The study of
Consumer behaviours focuses on how individuals makes decisions to spend their
available resources (time, money, effort) on consumption related items (Schiffman &
Kanuk, 2000, p.5) customer behavior is an ongoing process when individual or groups
select, purchases, use or dispose of products, services, ideas and experience to satisfy
needs and desires.(Askegaard et.al,1999)
A1- Ashban and burney (2001)

Found that cosmetic buying behavior literature in developing countries in general is
inadequate and ambiguous. As it is know from theory of reasoned action and theory of
planned behavior, attitudes have considerable impact on behavior (Ravi Kumar, 2012).
When examining the influence of attitude on behavioralintention; the result indicates that
attitude positively affects behavioral intention. (ShihlCheng,HwaHui fu,Le Thi Cam Tu,
2011). Choo, chug & pysarchik, (2004) have argued that there is a direct causal
relationship between attitude and behavior.
The book named cosmeceuticals: Drugs vs. cosmetics provides the deep understanding
of the legal aspect in cosmetic industry. By going through the book we also came to
know that in different countries there are different laws which regular the cosmetic
industry. According to industry report published by Brazilian Association of the cosmetic
34
toiletry and fragrance industry (www.abihpec.org.br), the country is currently ranked as
the third most important market in the world for the industry, and the number one market
for perfumes and fragrances. Besides the strong domestic market, the economic, political
and recent social investment scenarios have been favorable points, allied with high
technology and qualified professionals.
35
CHAPTER: 5
RESEARCH
METHODOLOGY
36
CHAPTER-5
RESEARCH METHDOLOGY
EANING OF RESEARCH:-
Research is an organized inquiry designed and carried out to provide information to solve the
problem. The fact, search is an art of scientific investigation of a certain problem. “Research is
the process of systematically obtaining accurate answers to significant and pertinent questions by
the use of the scientific methods gathering and interpreting information”
“Research methodology is a method of studying problems whose solutions are to be desired

partly or wholly from facts. These facts may be statements of opinions, historical facts, those
contained in records and reports, the results of tests, answers to questionnaires, experimental data
of any sort, and so forth.”
-By M.S. Monore
Definition:
The process used to collect information and data for the purpose of makingbusinessdecisions.
The methodology may include publicationresearch, interviews, surveys and other research
techniques, and could include both present and historical information.
Research is the systematic exploration of the region of the unknown to find satisfactory answers
to the questions: what, how and why?It may be diligent enquiry in a scientific manner for
improvement of an existing system or for development of a new one, or for improving a process.
Research has been defined by various authors in different ways. It always begins with the
question or a problem.
37
RESEARCH METHODOLOGY:
Research is carried out for two purposes –
1. discovery of new facts

2. verification of old one
There are two types of Research methods:
A) Primary data collection method
B) Secondary data collection method
A. Primary data collection method:
In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your research
and, until you publish, no one else has access to it.
There are many methods of collecting primary data and the main methods include:
a) questionnaires
b) interviews
c) Focus group interviews.
B. Secondary data collection method:
All methods of data collection can supply quantitative data (numbers, statistics or financial) or
qualitative data (usually words or text). Quantitative data may often be presented in tabular or
graphical form. Secondary data is data that has already been collected by someone else for a
different purpose to yours.
38
Thus, research is the systematic exploration of the region of the unknown to find satisfactory
answers to the questions: what, how and why? It may be diligent enquiry in a scientific manner
for improvement of an existing system or for development of a new one, or for improving a
process.
Thereby, the aim of research is to improve, develop and not merely control routine operations.
Every project report conducted scientifically has specified framework for controlling data
collection. This framework is called research design. Its function is to ensure that required data
are collected accurately and effectively.
Characteristics of research:
1) Directed towards the solution

2) Require systematic approach
3) Data collection and data analysis
4) Relevancy
5) Expertise
6) Unbiased
7) Control
8) Logical
9) Empirical
Every project report conducted scientifically has specified framework for controlling data
collection. This framework is called research design. Its function is to ensure that required data
are collected accurately and effectively.
Objectives in Conducting the Research:-
1. Finding out solutions
2. Understanding a business problem
3. To innovate new ideas
4. Identifying the cause and effect relationship
39
5. To improve the quality of product.
Types of Research:
 Exploratory Research :
Designed to generate basic knowledge, clarify relevant issues uncover variables associated with a
problem, uncover information needs, and/or define alternatives for addressing research objectives.
A very flexible, open-ended process.
 Descriptive Research : (who, what, where, how)
Designed to provide further insight into the research problem by describing the variables of
interest. Can be used for profiling, defining, segmentation, estimating, predicting, and examining
associative relationships.
 Relational Research :
A study that investigates the connection between two or more variables is considered
relational research. The variables that are compared are generally already present in the
group or population. For example, a study that looked at the proportion of males and females
That would purchase either a classical CD or a jazz CD would be studying the relationship
between gender and music preference.
 Causal Research:
 When most people think of scientific experimentation, research on cause and effect is most
often brought to mind. Experiments on causal relationships investigate the effect of one or
more variables on one or more outcome variables. This type of research also determines if
one variable causes another variable to occur or change. An example of this type of research
would be altering the amount of a treatment and measuring the effect on study participants.
40
 Empirical research :
This is very impressive observational type of research, where one observes or test on real-life
data or analysis the pattern of some specific events in order to identify the nature or the class of
trend that specific phenomenon maintains. Based on the test result, researchers try to draw lines
in order to predict the result of that type of incidents with certain level of confidence. To
undertake the above mentioned types of research, there can be a number of ways or approaches
that one researcher may follow-this is called research methods. Actually, research methodis a
procedure to help you find the required data to draw conclusion or make some predictable results
on similar types of experiments or incidents –no matter where or when or what extent that
particular incident is happening. In other words, research method is a way of collecting inputs
and finding the outputs, to conduct your research successfully
Research Process:-
The research process is a step-by-step process of developing a research paper. As you progress
from one step to the next, it is commonly necessary to backup, revise, add additional material or
even change your topic completely. This will depend on what you discover during your research.
There are many reasons for adjusting your plan. For example, you may find that your topic is too
broad and needs to be narrowed, sufficient information resources may not be available, what you
learn may not support your thesis, or the size of the project does not fit the requirements. The
research process itself involves identifying, locating, assessing, analyzing, and then developing
and expressing your ideas.
41
Research Process: 6 Steps to Success
The market research process is a systematic methodology for informing business decisions. The
figure below breaks the process down into six steps:
Model No. : - 5.1
Research process model
42
The Research Process:
Step 1. Define the Objective & Your “Problem”
Perhaps the most important step in the market research process is defining the goals of the
project. At the core of this is understanding the root question that needs to be informed by market
research .There is typically a key business problem (or opportunity) that needs to be acted upon,
but there is a lack of information to make that decision comfortably; the job of a market
researcher is to inform that decision with solid data. Examples of “business problems” might be
“How should we price this new widget?” or “Which features should we prioritize?” By
understanding the business problem clearly, you’ll be able to keep your research focused and
effective. At this point in the process, well before any research has been conducted, I like to
imagine what a “perfect” final research report would look like to help answer the business
question(s). You might even go as far as to mock up a fake report, with hypothetical data, and
ask your audience: “If I produce a report that looks something like this, will you have the
information you need to make an informed choice?” If the answer is yes, now you just need to
get the real data. If the answer is no, keep working with your client/audience until the objective
is clear, and be happy about the disappointment you’ve prevented and the time you’ve saved.
Step 2. Determine Your “Research Design”
Now that you know your research objects, it is time to plan out the type of research that will best
obtain the necessary data. Think of the “research design” as your detailed plan of attack. In this
step you will first determine your market research method (will it be a survey, focus group,
etc.?). You will also think through specifics about how you will identify and choose your sample
(who are we going after? Where will we find them? How will we incentivize them?, etc.). This
is also the time to plan where you will conduct your research (telephone, in-person, mail,
internet, etc.). Once again, remember to keep the end goal in mind–what will your final report
look like? Based on that, you’ll be able to identify the types of data analysis you’ll be
conducting (simple summaries, advanced regression analysis, etc.), which dictates the structure
of questions you’ll be asking. Your choice of research instrument will be based on the nature of
the data you are trying to collect.
43
Step 3. Design & Prepare Your “Research Instrument”
In this step of the market research process, it’s time to design your research tool. If a survey is
the most appropriate tool (as determined in step 2), you’ll begin by writing your questions and
designing your questionnaire. If a focus group is your instrument of choice, you’ll start
preparing questions and materials for the moderator. You get the idea. This is the part of the
process where you start executing your plan. By the way, step 3.5 should be to test your survey
instrument with a small group prior to broad deployment. Take your sample data and get it into
a spreadsheet; are there any issues with the data structure? This will allow you to catch potential
problems early, and there are always problems.
Step 4. Collect Your Data
This is the meat and potatoes of your project; the time when you are administering your survey,
running your focus groups, conducting your interviews, implementing your field test, etc. The
answers, choices, and observations are all being collected and recorded, usually in spreadsheet
form. Each nugget of information is precious and will be part of the masterful conclusions you
will soon draw.
Step 5. Analyze Your Data
Step 4 (data collection) has drawn to a close and you have heaps of raw data sitting in your lap.
If it’s on scraps of paper, you’ll probably need to get it in spreadsheet form for further analysis.
If it’s already in spreadsheet form, it’s time to make sure you’ve got it structured properly. Once
that’s all done, the fun begins. Run summaries with the tools provided in your software package
(typically Excel, SPSS, Minitab, etc.), build tables and graphs, segment your results by groups that
make sense (i.e. age, gender, etc.), and look for the major trends in your data. Start to formulate
the story you will tell.
Step 6. Visualize Your Data and Communicate Results
You’ve spent hours poring through your raw data, building useful summary tables, charts and
graphs. Now is the time to compile the most meaningful take-a ways into a digestible report or
44
presentation. A great way to present the data is to start with the research objectives and business
problem that were identified in step 1. Restate those business questions, and then present your
recommendations based on the data, to address those issues.
When it comes time to presenting your results, remember to present insights, answers and
recommendations, not just charts and tables. If you put a chart in the report, ask yourself “what
does this mean and what are the implications?” Adding this additional critical thinking to your
final report will make your research more actionable and meaningful and will set you apart from
other researchers. While it is important to “answer the original question,” remember that market
research is one input to a business decision (usually a strong input), but not the only factor. So,
that’s the market research process. The figure below walks through an example of this process
in action, starting with a business problem of “how should we price this new widget?”
(C) RESEARCH DESIGN
THE STUDY:
In this study a survey is conducted to get knowledge of passenger cars acceptability and
customers buying behavior. The study is made in attempt to modify the present system by
providing with recommendations.
THE DESIGN:
The research conducted is exploratory in nature.
THE SAMPLE:
Sample size - 50 Respondents.
Sample segment - Person who are in Cosmetic business and themes Customers
Sample Space - Data is collected from Indore city only.
Sampling technique - Convenience Sampling technique is used for data collection.
45
THE TOOLS:
A. TOOLS FOR DATA COLLECTION
1. Primary data: - This data has been collected through questionnaires. It includes close-
ended/objective questions for collecting information.
Secondary data: - This datahas been collected through various books, magazines, library, news
paper and Internet.
46
CHAPTER: 6
DATA ANALYSIS
AND
INTERPRETATION
47
CHAPTER:6
DATA ANALYSIS AND INTERPRETATION
01. Gender of respondent
Gender No of respondent % of respondent
Female 30 60
Male 20 40
TOTAL 50 100%
Table No.01Gender of respondent
70
60
60
50
40
40
30 Male
30
20 Female
20
10
0
No of respondent % of respondent
Graph No. 01 gender of respondent
Result Analysis: From the above table & Graph we found that out of 50 respondents, 60% are
male respondents & 40% are female respondents.
Interpretation: From the above result analysis we found that 60% male .it means that they have
male high level of interesting Internal Recruitment.
48
02. Age of the respondent
Age No of respondent % of respondent
18 – 25 13 26
25-35 15 30
35-45 12 24
45 and above 10 20
Table No. 02. Age of the respondent
35
30
30 26
24
25
20
20
15
15 13 12 No of respondent
10
10 % of respondent
5
0
18 – 25 25-35 35-45 45 and
above
Graph No. 02. Age of the respondent
Result Analysis: From the above table & Graph we found that out of 50 respondents, regarding
age, respondents 13 (26%) are below 25 years, respondents 15 (30%) are 25to 35 years,
respondents 12 (24%) are 35 to 45 years & respondents 10 (20%) above 45 years.
Interpretation: From the above result analysis we found that majority of respondents belong to
25 – 35 years, because they have more interest in internal recruitment.
49
03. Education of respondent
Educational No of respondent % of respondent
Higher secondary 25 50%
under graduate 10 20%
post graduate 5 10%
Any other diploma 10 20%
Table no. 03 Education of respondent
60
50
50
40
30 25
20 20 no.of respondent
20
10 10 10 % of respondent
10 5
0
higher under post graduate any other
secondary graduate diploma
Graph no.03 Education of respondent
Result analysis:
From the above table we found 50% respondent are higher secondary,20% are UG,10% are PG
and 20% are other diploma.
Interpretation:
We can conclude that higher secondary are more interested.
50
04. Marital status of respondent
Status No of respondent %
Married 35 70%
Single 15 30%
Table no.04 .marital status of respondent
70
70
60
50
30
40
35
30
15
20
10
0
No of respondent % of respondent
Graph no.04 .marital status of respondent
Result analysis:
From the above table and graph we can see 70% respondent is married and rest is single.
Interpretation:
We can conclude that married respondent is highly interested.
51
05. To which income group the participants belong?
Income No. of respondent % of respondent
1-5 lakhs 30 60%
6-10 lakhs 10 20%
11-15 lakhs 6 12%
Above 15 lakhs 4 8%
Table no.05
70 60
60
50
40 30 no. of respondent
30 20
20 10 12 % of respondent
6 8
10 4
0
1-5 lakh 6-10 lakh 11-15 lakh above 15 lakh
Graph no05
Result analysis: From the above table and graph we can see that our respondent divided in four
category up to 5 lakh is 60%, upto 10 lakh is 20% and is different above category.
52
06. Do you use LAKME product for cosmetics?
Answers No of respondent % of respondent

No 10 20%
Yes 40 80%
Table no.06
100
80
80
60
40 no. of respondent
40
20 % of respondent
20 10
0
yes no
Graph no. 06
Result analysis: From the above table and graph we can say that almost80% respondent use
LAKME Products.
53
07. you think LAKME provides quality products to its customers?
a) Yes
b) No
Answers No. of respondent % of respondent

Yes 45 90%
No 5 10%
Table no. 07
100 90
90
80
70
60
50 45
no.of respondent
40
% of respondent
30
20 10
10 5
0
yes no
Graph no. 07
Result analysis:
The above bar graph indicate 90% respondent of quality of products. The data analyzed that
100% of the consumer think LAKME provides quality products to its customers.
54
08. what do you think is the main reason for your use of LAKME products?
Issues No. of respondent % of respondent

Price 5 10%
Quality 45 90%
Table no.08
25
20
20
15
10 10 no. of respondent
10 % of respondent
5
5
0
price quality
Graph no.08
Result analysis: The above the graph indicate 90% customers re respondent quality of LAKME
products. The data analyzed 90% of the consumers use to LAKME because of the quality it
offered which is the main factor which a consumer prefers when choosing a skin care products.
55
09. Do quality advertisements change your perception about products?
Answers No. of respondent % of respondent

Yes 25 50%
no 25 50%
Table no.09 is all possibility are available?
60
50 50
50
40
30 25 25 no. of respondent
% of respondent
20
10
0
yes no
Graph no .09 is all possibility are available?
Result analysis: The above the bar graph 100% respondent that 50% 50% quality advertisement
change customer perception about products. Equal person respondent that quality advertisement
change perception about product.
56
10. How many agree with the above theory?
Particulars No of respondent % of respondent
Yes 22 44
No 16 32
May be 4 8
Not sure 8 16
Table No. 10
50
results
40
30
20
10 No of respondent
0 % of respondent
Strongly Agree Agree Strongly Disagree
Disagree
Graph No. 10
Result Analysis: From the above table it is referred that majority 44% respondent says they
surely agree to provide effective R&S process , followed by 44% strongly agree, , followed by
32% agree, followed by 16 %disagree, followed by 8% strongly disagree.
57
11) Do you have completed research about the study?
a) Yes
b) No
Table 11
S.NO. Particular No. of respondent Percentage

A Yes 45 90%
B No 5 10%
Total 50 100%
No. of respondent
Yes
No
Graph no. 11
Result analysis: From the above table & graph we found that out of 50 respondents, 90% have
completed the research about study and 10% didn’t.
58
12) Which product are you using most often in a month?
a) Hair Care Product

b) Skin Care Product
c) Body Care Product
d) Makeup
Table12
S.NO. Particular No. of respondents Percentage

A Hair 10 20%
B Skin 25 50%
C Body 10 20%
D Makeup 5 10%
Total 50 100%
No. of respondent
hair
skin
body
makeup
Graph no 12
Result analysis: The above the bar chart indicate respondent of 100% that 50% costumer use
skinn care products and 10% costumers use makeup product using most often in a month.
59
13) Approximately how much do you spend in the buying of cosmetic ?
a) Below 500 Rs
b) 500-1000 RS
c) 1000-2000 Rs
d) 2000-above Rs
Table13
S.NO Particular No. of respondents Percentage
A Below 500 15 30%
C 500-1000 RS 13 26%
B 1000-2000 RS 10 20%
D 2000- ABOVE 12 24%
No. of respondents
BELOW 500
500-1000
1000-2000
2000- ABOVE
Graph no. 13
Result analysis:
The above the chart indicate 100% costumer are respondent that 30% costumers are spend below
Rs. 500 and 26% costumers are spend on Rs.500- Rs.1000 in the buying of cosmetic .
60
14) Do you find your cosmetic products economical?
a) Yes
b) No
c) Maybe
d) Not Sure
Table14
S.NO. Particular No. of respondents Percentage
A Yes 20 40%
B No 0 0%
C Maybe 25 50%
D Not sure 5 10%
Total 50 100%
No. of respondents
yes
no
maybe
not sure
Graph 14
Result analysis: The above bar graph indicate that 100% people respondents that 50%
costumers find may be cosmetic product economical , 40% find yes cosmetic products is
economical and 10% costumers find cosmetic product economical. Th
That
at bar graph show the
economical respondent products.
61
15) What motivate you to buy LAKME products?
1. Measurable result
2. Economical
3. Easily Available
4. Trend
Table15
S.NO. Particular No, of respondent Percentage

A Measurable result 30 60%
B Economical 05 10%
C Easily available 15 30%
D Trend 0 0%
No. of respondent
result
economical
available
Trend
Graph 15
Result analysis: The above the bar graph 100% of respondent that 60% costumers measurable
result motivate to buy LAKME product , 30% costumers easily available motivate to buy
LAKME product and 10% costumer economical result motivate to buy LAKME products .
62
1. Yes
2. No
3. Maybe
4. Not sure
Table16

A Yes 20 40%
B No 0 0%
C Maybe 25 50%
D Not sure 5 10%
No. of respondent
yes
no
maybe
not sure
Graph 16
Result analysis: The above bar graph indicate that 100% people respondents that 50%
costumers find may be cosmetic product economical , 40% find yes cosmetic products is
economical and 10% costumers find cosmetic product economical. That bar graph
gra show the
economical respondent products.
63
17) what is the purpose for which you buy LAKME products?
a) Skin Protection
b) Long and Strong Hair
c) Glow Skin
d) Makeup
Table17

A Skin Protection 20 40%
B Long hair 0 0%
C Glow skin 10 20%
D Makeup 20 40%
No. of respondent
skin protection
long hair
glowskin
makeup
Graph 17
Result analysis: The above pie chart indicates that 100% of respondents, 40% costumer buy
LAKME products for skin protection ,40% costumers buy LAKME products for makeup and
20% costumers buy LAKME pr products
oducts for glow and acne free skin . That purpose customers
buy LAKME products.
64
18) Are you satisfied with the beauty service offered by LAKME?
a) Yes
b) No
Table18

A Yes 50 100%
B No 0 0%
No. of respondent
yes
no
Graph 18
Result analysis: The above graph indicates 100% respondents satisfied with the beauty service
offered by LAKME . From the data analyzed that 100% of the respondent using LAKME
products satisfied with its performance as they found its quality up to the mark and performance
up to their expectations. products.
65
19)the site www.LAKMEindia.com site useful to you?
a) Yes
b) No
Table19

A Yes 50 100%
B No 0 0%
No. of respondent
yes
no
Graph 19
Result analysis: The above graph indicates 100% respondents is the site
www.LAKMEindia.com site useful to customer.
66
20) Would you continue to buy LAKME product even if its price rises by say up to 15%?
a) Yes
b) No
Table20

A Yes 50 100%
B No 0 0%
No. of respondent
yes
no
Graph 20
Result analysis: The above bar graph indicates 100% respondents that continue to buy LAKME
products even if its price rises by up to 15%.
67
CHAPTER: 7
MAIN FINDINGS OF THE STUDY
68
Chapter 7
MAIN FINDINGS OF THE STUDY
Cosmetic and skin care products are not just the domain of women any longer and men too are
increasingly taking the use of more and more skin care product. With rising demand of the
products, the market it getting enlarged and many players are coming out with skin care range
and thus to stablise oneself the study on consumer behavior toward the same becomes an
essential task for all marketers. The study on consumer behavior enable marketers to understand
and predict consumer behavior in the market place; it also promotes understanding of the role
that consumption plays in the lives if individuals.
The main finding drawn from data so collected and interpreted are as follows:
 The basis of age (22-27) 50% respondent , (18-22) 30% respondent , (27-31) 10%
respondent , (32-above) 10% age were using LAKME products .
 100%, respondentof female and 0%, respondent of male. From the above finding it can be
analysis that 100% of the respondent of female who use LAKME products, this show that
female using LAKME products because female are more particular when dealing with their
skin care they want to always look their best and younger.
 100%, respondent (1.5-2.00 lakh) 50% and (2.00-2.5 lakh ) 50% income use of LAKME
products.
 100% females use LAKME products. For cosmetic about their skin care.
 100% respondent of quality of products. The data analyzed that 100% of the consumer think
LAKME provides quality products to itscustomers.
 100% customers re respondent quality of LAKMEproducts. The data analyzed 100% of the
consumers use to LAKME because of the quality it offered which is the main factor which a
consumer prefers when choosing a skin care products.
69
 100% respondent that 50% 50% quality advertisement change customer perception about
products. Equal person respondent that quality advertisement change perception about
product.
 The respondent of 100% that 70% costumer use skin care products and 30% costumers use
makeup product using most often in a month.
 100% costumers are respondent that 20% costumers are spending below Rs. 500 and 80%
costumers are spending on Rs.500- Rs.1000 in the buying of cosmetic.
 The 100% people respondents that 50% costumers find may be cosmetic product economical,
40% find yes cosmetic products is economical and 10% costumers find cosmetic product
economical. That bar graph shows the economical respondent products.
 The 100% of respondent that 60% costumers measurable result motivate to buy LAKME
product , 30% costumers easily available motivate to buy LAKME product and 10%
costumer economical result motivate to buy LAKME products.
 The 100% respondent that level of brand 50% is excellent and 50% is good level of
information on LAKME brand.
 The 100% of respondents, 40% costumer buy LAKME products for skin protection ,40%
costumers buy LAKME products for makeup and 20% costumers buy LAKME products for
glow and acne free skin . That purpose customers buy LAKME products.
 The 100% respondents satisfied with the beauty service offered by LAKME . from the data
analyzed that 100% of the respondent using LAKME products satisfied with its performance
as they found its quality up to the mark and performance up to their expectations.
 The 100% respondents that continue to buy LAKME products even if its price rises by up to
15%.
70
 The 100% of respondents 40%of the respondents have been using the brand since 2 year,
30% have been using it since less than 5 years, 20% have been using it since 1 year, and 10%
have been using it since less than a year.
 The 100% of respondent that 80% use LAKME products for face and 20% use LAKME
products for eye.
 The 100% respondents were satisfied with all products quality of the LAKME product
whereas 0% wasdissatisfied. The 100% using LAKME product were satisfied with its all
products quality.
 The 100% respondents 80%people suggestion reduction price in LAKME product 10%want
improvement and 10% are suggest to easily available. According to respondent maximum
80% people are suggest reduction price in LAKME product. because LAKME product are
very expensive and low quantity so some people cannot afford LAKME. That is everyone
suggest reduction price in the LAKME product.
 The 100% respondent trust on LAKME products. The 100% people are trust on LAKME
products.
 The 100% of respondents that 60% celebrity endorsements in advertisement attract toward
LAKME products .and 40%celebrity endorsement in advertisement not attract toward
LAKME products.
 The 100% of respondent that 70% customer get to know about LAKME products by
television and 30% get to know about LAKME by internet. They two source customer about
LAKME products.
 The 100% respondents that 50% people invest money for suns cream lotion, 30% invest
money for moisturizers, 10% invest money for lip gloss and 10% invest for hair
bouncerscream.
71
CHAPTER:8
LIMITATIONS OF THE STUDY
72
CHAPTER:8
LIMITATINONS OF THE STUDY

Every study, no matter how well it is conducted, has some limitation. This is way it does not
seen reasonable to use words “prove” and “disprove” with respect to research finding.
Experiment involving the random assignment of participants to conditions may allow the
researcher to make causal conclusion if the variables that are manipulated are not confounded
with other variables. However, there still may be limitation with respect to the generality of the
finding. The experiment may have involved a specific group of people, certain situations, and
only some of the possible conceptualization of variable. Thus, the researcher may not know
whether the finding will be generalized to other people, situations, or will be the
conceptualizations of the variables.
Though the research was conducted with full sincerity and lot of hard work, but still there were
certain limitations faced while carrying out this research.
 Though census survey will be conducted yet the sample size is too short as far as Indore city
is concerned
 The data collected may not sufficient for carrying out a very in-depth analysis of the subject
matter.
 Limited time period was available for the study to be conducted which may have hampered
its effectiveness at large.
73
CHAPTER: 9
RECOMMENDATIONS
74
CHAPTER:9
RECOMMENDATIONS
 Promotion beyond fashion week
 The brand should not lose its focus away from cosmetic. It can prove to very detrimental.
 For vast reach unlikely, in the short-term of an alliance or co-branding with the salons
that already exist may, perhaps, have been a better strategy.
 The general perception is that company-owned salons are expensive. Though LAKME
beauty salons are reasonably priced, it has not been communicated well enough.
75
CHAPTER: 10
CONCLUSION OF THE STUDY
76
CHAPTER: 10
CONCLUSION OF THE STUDY
The different information or benefits derived from the in-depth study of the above mentioned
information source are as follows:
1. Consumer behavior and perception study, it helped to know that what actually is consumer
behavior and what are the factors that affect the buying behavior of consumer. it also help
us to know that how can perception have a positive and a negative impact on consumer
behavior.
2. Cosmetic industry in India- this section helped in knowing thatcosmetics are not a new
concept in India. People have been grooming themselves physically. The only difference is
the addition of chemicals and technology to our personal grooming.
3. competition existing is the present insurance market there are many other companies
posing tough competition to LAKME i.e Revlon, garnier , loreal, lotus etc
4. All the marketing information sources have given a significantcontribution to the detail
theoretical prospective for the research ie about consumer behavior and perception.
5. WorldWide Web worked as a highly important information source as it provides updated
information for the research retailing to various areas.
77
REFERENCE
BIBLIOGRAPHY
WEBLIORGRAPHY
78
REFERENCES
 Anthony C. Dweck, Article for “COSMETICS & TOLILETRIES INDIAN PLANTS”,

published by peter black Medicare Ltd.
 Arun kumar, Meenakshi (2006)- Marketing Management – Comprehensive Text, Best

Practices, Corporate insight, published by Vikas Publishing House Pvt. Ltd.- 2006
edition –pp-84
 Commercials, “Manual on Drugs and Cosmetics”,2004, Second Edition,Published by

Commercial Law Publishers (Indian) Pvt. Ltd., Delhi, page2.
 Cosmetics design (2005), Mens grooming set for five years of steady growth, 26.
 Dr. Nuntasaree Sukato & Dr. Barry Elsey , A Mosel of male consumer behavior in
buying skin care product in Thailand, ABCD journal Vol. 29, No. 1 (jan-April 2009,pp
39-52)
 Dr. Vinith Kumar Nair and Dr. Prakash Pillai R, International Marketing Conference on
Marketing & Society, 8-10 April, 2007, IImk
79
BIBLIOGRAPHY
 Jayashri Dubey (2010): “Sales promotion and Brand Loyalty”
 Assail, Henry. (2010) “Marketing principles & strategies”: Macmillan Pvt., New Delhi.
 Krishna K Havaldar, Vasant M Caval (2010) “Sales and Distribution Management,” Mc

Graw Hill, 8th Edition
 Poliwoda, S.J. (2010) “International Marketing” , New Delhi, Prentice Hall of India
 Kotler, Philip (2010): “Marketing Management” Prentice Hall of Pvt. Ltd, New Delhi.
 Kazmi & Batra. “Advertising & Sales Promotion” Excel books 2010
 Robbins, Stephen P. (2009) “Organizational Behavior” , and New Delhi :

Prentice Hall of India
 Kothari, C.R (2009): “Research Methodology”, Vishwa Publishing, New Delhi.
 Shah, Kruti: (2009) “Advertising & Promotion” an IMC perspective ie. TMH.
 JK. Sachdeva, (2008) “Business Research Methodology”, Himalaya Publication House.
 Paul E Green, Donald S Tull, (2008) “Research For Marketing Decisions” phi 5 th Edition.
 Johnson, (2006) “Sales Management”, MC Graw Hill, 7th Edition 2010
 Mary Robert (1998), “Direct Marketing Management”, London: Prantice Hall, 2 nd

Edition
 Lewis, Gordon (1995) “Direct Marketing Strategies and Tactics”, New Delhi, Vision
Book,
 Rao, P. Subba (1985) “Essentials of Human Resource Management and Industrial

Relations”, Himalaya Publishing House, 3rd revised and enlarged edition.
80
WEBLIOGRAPHY
 www.icmrindia.org
 www.chillibreeze.com/articles
 www.papers.ssrn.com/so13/papers
 www.LAKMEindia.com
 www.scribd.com
81
ANNEXURE
 QUESTIONNAIRE
 RESPONDENTSHEET
 PERCENTAGE ANALYSIS
82
QUESTIONNAIRE
Dear Sir/Madam,
I am Priyanka Shukla Student of BM College of Management and Research Indore. I am

conducting a research as a part of my curriculum. So kindly fill the questionnaire given below.
The information is for academic purpose. It will not be misused and will be kept confidential.
Thanking you,
Priyanka Shukla
NOTE: Please tick mark () in appropriate option.
PART-A
DEMOGRAPHIC INFORMATION
1. Gender
a. Male b. Female
2. Age of the respondent
a. 18 – 25 b. 25-35 c. 36-45 d.. 45 and above
3. Educational
a.12th b. under graduate c. post graduated d. Any other diploma
4. Marital status of the respondent
a. Single b. Married
5. To which income group the participants belong?
a. 1-5 lakh b. 6-10 lakh c.11-15 lakh d. above 15 lakh
83
6. What is your current employment status?
a. Employed full-time b. Employed part-timec. Unemployed d. Retired
PART - B
1) Do you use LAKME product for cosmetics?

a) Yes b) No
2) You think LAKME provides quality products to its customers?

a) Yes b) No
3) What do you think is the main reason for your use of LAKME products?
a) Price b) Quality
4) Do quality advertisements change your perception about product?

a) Yes b) No
5) Which product are you using most often in a month?

a) Hair care products c) Skin care products
b) Body care products d) Makeup
6) Approximately how much do you spend in the buying of cosmetic?

a) Below Rs. 500 c) Rs. 1000 – Rs. 2000
b) Rs.500 – Rs. 1000 d) Rs. 2000 and above

a) Yes c) May be
b) No d) Not sure
84
8) What motivate you to buy LAKME products?
a) Measurable result c) Economical
b) Easily available d) Trend
9) What is your level of information on LAKME as a brand?

a) Excellent c) Moderate
b) Good d) Bad
10) What is the purpose for which you buy LAKME peoducts?
a) Skin protection c) Long and strong hair
b) Glow and acne free skin d) Makeup
11) Are you satisfied with the beauty service offered by LAKME ?
a) Yes b) No
12) Is the site www.LAKMEindia.com site useful to you?

a) Yes b) No
13) Would you continue to buy LAKME products even if its price rises by say up to 15%?
a) Yes b) No
14) For how long have you been using the LAKME brand?
a) Less than a year c) 1 year
b) 2 year d) Less than 5 year
15) For what purpose you use LAKME products?

a) Eye c) Lip color
b) Nail enamel d) Face
85
16) Do you satisfy LAKME all products quality?
a) Yes b) No
17) What do you suggest to LAKME for its products?

a) Improvement c) Easily available
b) Reduction price d) Improve promotional strategy
18) Do you trust on LAKME products?

a) Yes b) No
19) Do celebrity endorsements in advertisements attract you towards LAKME products?

a) Yes b) No
20) From which source did you get to know about LAKME products?
a) Newspaper c) Television
b) Direct sales executive d) Internet
21) In which cosmetic of LAKME do you invest your money more?

a) Suns cream lotion c) Hair bouncers creams
b) Moisturizers d) Lip gloss
86
RESPONDENT SHEET
S. Q Q Q Q Q Q Q Q Q Q. Q. Q. Q. Q. Q. Q. Q. Q. Q. Q.
N .1 .2 .3 .4 .5 .6 .7 .8 .9 10 11 12 13 14 15 16 17 18 19 20
O
R. A A A A A A A A A A A A A A A A A A A A
1
2
3
4
5
R. A A A A A A A B A A A A A A A A A A A A
6
7
8
9
R. A A A A A B A B A A A A A A A A A A A A
10
R. A A A A A B A B A A A B A A A A A A A A
11
12
13
87
14
15
R. A B A A A B A B A A A B B A A A A A A A
16
17
18
19
R. A B A A A B A B A A A B B C A C A A A A
20
R. A B A A A B A B A A A B B C A C C A A A
21
R. A B A A A B A B A A A B B C A C C A A A
22
R. A B A A A B A B A B A B B C A C C A A A
23
24
25
R. A B B A A B A B B B A B B C A C C A A A
26
R. A B B A A B A B B B A B B C A C C A A A
27
R. A C B A A B A B B B A B B C A C C A A A
28
R. A C B A A B A B B B A B C C A C C A A A
29
R. A C B A A B A B B B A B C C A C C A A A
30
88
R. B C B A B B A B B B A B C C B C D A A A
31
32
R3 B C B A B B A B B B A B C C B C D A A A
3
34
35
R. B C C B B B A B B B A C C C C C D A A A
36
R. B C C B B B A B B B A C C C C C D A A A
37
R. B C C B B B A B B C A C C C C C D A A A
38
R. B C C B B B A B B C A C D C C C D A A A
39
R. B D C B B B A B B C A C D C C C D A A A
40
R. B D D B C B A B B C A C D C C C D A A A
41
R. B D D B C B A B B D A C D C C C D A A A
42
R. B D D B C B A B B D A C D C C C D A A A
43
R4 B D D B C B A B B D A C D C C C D A A A
4
R4 B D D B C B A B B D A C D C C C D A A A
5
R4 B D D B C B B B B D B D D D C D D A A A
6
R4 B D D B D B B B B D B D D D C D D A A A
7
89
8
9
0
90
PERCENTAGE ANALYSIS SHEET
Q. A B C D
Q.1 60 40 - -
Q.2 26 30 24 20
Q.3 50 20 10 20
Q.4 70 30 - -
Q.5 60 20 12 08
Q.6 20 80 - -
Q.7 90 10 - -
Q.8 10 90 - -
Q.9 50 50 - -
Q.10 44 32 8 16
Q.11 90 10 - -
Q.12 20 50 20 10
Q.13 30 26 20 24
Q.14 40 0 50 10
Q.15 60 10 30 -
Q.16 40 0 50 10
Q.17 40 0 20 40
Q.18 100 0 - -
Q.19 100 0 - -
Q.20 100 0 - -
91

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BM COLLEGE OF TECHNOLOGY, INDORE

MAJOR RESEARCH PROJECT

(Submitted towards the Partial Fulfillment of Master of Business Administration Awarded

A Study on Impact of E-Media on consumer Buying Behavior towards

MBA III Semester

Project Guide Research Student

Director Project Guide

I hereby declare that project entitled“A Study on Impact of E-Media on consumer

At the outset I extend my sincere gratitude to our Director Dr. Vijaylaxmi

S. No. Contents Page No.

Chapter 1 Introduction and conceptual framework 9

(b) Research Process 43

(c) Research Design 44

(i) The Study 45

(ii) The Design 45

 Why consumers make the purchases that the make?

MAJOR FACTOR AFFECTING CONSUMER BEHAVIOR

THERE ARE TWO FACTOR AFFECTING CONSUMER BEHVIOUR

INTERNAL FACTOR– Consumer behavior is influenced by demographics,

EXTERNAL FACTOR–Consumer behavior is influenced by culture, sub-culture, locality,

 ROLE AND STATYS –

Age and life style stage –

 PERSONALITY AND SELF CONCEPT -

 BELIEFS AND ATTITUDE –

Process of consumer behavior

Steps In Decision Making Process-

a. A product is viewed as a bundle of attributes. These attributes or

b. POST PURCHASE BEHAVIOUR –

“PERCEPTION may be defined as a process by which individual organize and

THERE ARE THREE FACTOR AFFECTING PERCEPTION

We can organize the data by −

 Grouping them on the basis of their similarity, proximity, closure, continuity.

 Perceptual constancy that is the tendency to stabilize perception so that contextual

There are some importance of branding

1) Branding help to grow your reputation-

2) Branding can help you win investment –

3) Branding can help you win new customers-

4) Branding can help to build trust in your marketplace –

5) Branding generate new customer-

6) Branding create trust –

 We work to create a better future every day.

ESTABLISHMENT AND COMPANY PROFLE

PRODUCTS AND SERVICE OFFERED

4) LAKME strawberries face wash

5) LAKME enamel remover

MARKETING STRATEGIES FOR CUSTOMER SATISFACTION

OBJECTIVES OF THE STUDY

The main objectives of this research are as follows:

 To study about the behavioral attitude of consumers towards LAKME products.

According to Shahzad Khan (2012)

Lars Perner(2010) defines attitude simply as composite of a consumer’s beliefs, feeling,

Mitul Deliya & Bhavesh parma(2012)

According to Solomon, (2009)

Rita kuvykaite (2009)

Kundi J.et al (2008)

According to Draelos and Thaman (2006)

According to Kotler and Armstrong (2001)

A1- Ashban and burney (2001)

“Research methodology is a method of studying problems whose solutions are to be desired

-By M.S. Monore

Research is carried out for two purposes –

1. discovery of new facts

There are two types of Research methods:

A) Primary data collection method