PROJECT REPORT ENTITLED

ON
“A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS LAKME PRODUCT IN DIMAPUR”

Submitted to Nagaland University in partial fulfilment for the Award Degree of

B.com
(Accounting & Finance)
2020-2023

Submitted By:
Dr. Tabassum Khan &
Rongsennungla Jamir
Project Supervisor
Dept. of Commerce
Unity College Submitted To:
Neekita Roy
B.com 6th Semester
(Accounting & Finance)
Roll No.: CH20280041
Regd.No: 20280463of 2020
 ACKNOWLEDGEMENT

Through this column, I would like to take the opportunity to sincerely thank to all the people
who helped me through the process of making this project. I wish to express my special
gratitude to RONGSENNUNLA JAMIR & DR. TABASSUM KHAN who have extended
their kind help, guidance and suggestion without which it couldn’t have possible for me to
complete this project.

I am also thankful to my other classmates who with their generous help and support made it a
relatively an easier affair.

NEEKITA ROY
6th Semester, B. Com (Hons)
Roll No: CH20280041
Unity College of Arts & Commerce
Dimapur : Nagaland
 Unity College
Residency Colony, Dimapur-797112
Department of Commerce

CERTIFICATE

This is to certify that the Project work entitled “A study on consumer buying behaviour
towards lakme products in Dimapur” carried out by NEEKITA ROY, Registration no.
20280463 of 2020, Roll no. : CH20280041, Year: 2023, for partial fulfilment for the award
of B.Com (Hons.) degree of Nagaland University.

(Rongsennungla Jamir) (Dr. Tabassum Khan)

Project Supervisor HoD, Department of Commerce
Unity College Unity College
Date: Date:
 DECLARATION

I hereby declare that Project work entitled “A study on consumer buying behaviour
towards lakme products in Dimapur” presented in this report has been carried by me under
the supervision of Rongsennungla Jamir, Assistant Professor, Department of Commerce,
Unity College.
Further, I declare that neither the whole nor a part of the report has previously been submitted
to any university for any examination.

NEEKITA ROY
6th Semester, B. Com (Hons)
Registration No: 20280463 of 2020 Year: 2023 Roll No: CH20280041
Date: Place: Dimapur
 TABLE OF CONTENTS

Chapter No. Title Page No.

Acknowledgement

Certificate

Declaration

1 Introduction 1-2

2 Review of Literature 3-4

3 Research Methodology 5-6

4 Result & Discussion 7-25

5 Finding, Suggestion & 26-27

Conclusion
Bibliography

Annexure
 CHAPTER: I
INTRODUCTION

CONSUMER BUYING BEHAVIOUR

Consumer buying behaviour is a set of actions, steps or processes followed by the
consumers in a marketplace before and after buying a product or a service, both online
and offline. Consumer behaviour consists of how the consumer’s emotions, attitudes,
preferences, intentions and decisions affect buying behaviour.The study of consumer
behaviour formally investigates individual qualities such as demographics, personality
lifestyle, and behavioural variables in an attempt to understand people’s wants and
consumptions patterns.
The term consumer behaviour is defined as the behaviour that consumer display in searching
for purchasing, using, evaluating and disposing of product and services that they expect will
satisfy their needs. Consumer buying behaviour focuses on how individuals make decisions to
spend their available resources like time, money and effort on consumption related items. This
includes what they buy, why they buy it, when they buy it, where they buy it, how often they
buy it, how often they use it, how they evaluate it after the purchase and the impact of such
evaluation on future, and how they dispose of it.

ABOUT LAKME
Lakme Company was launched in 1950, it was founded by J.R. D. Tata whose ownership
changed hands in 1996 and is currently owned by Hindustan Unilever. Lakme products include
a wide range of high performance and world class cosmetics, skincare products, and beauty
salon. Combining international cosmetic technology with an in-depth understanding of the
Indian women’s needs, Lakme also offers its consumers a comprehensive beauty experience
through its products that are ideal for a variety of Indian skin tones. Lakme provide the
complete package with the skin care range and the wide range of colours to spice up the look.
They have also extended their services & product offering through their network of Lakmé
Beauty Salons across the country. The brand also conducts Lakmé Fashion Week, the largest
fashion event in the country for celebrating its bond with beauty & fashion.
KEY FACTS
 Lakme was the country’s first cosmetic brand to introduce make up to Indian women
and takes pride in being the expert on Indian Beauty for over 50 Years.

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  It is a COMPLETE BEAUTY BRAND spanning colour cosmetics & skin care and
extending to beauty services through the network of LAKME SALONS.
 The 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 also offers discount offers on products, so that people can easily buy their
product and enjoy it.
 Lakme provide virtual try on makeup, so that you can easily choose product by
applying virtual makeup.
 It also offers online shopping to their valuable consumers.

LAKME PRODUCTS
 Colours: From the spicy shades to the flattering look, Lakme offers a range of
products in the face, lips, eyes and nail segment for the beauty aficionados.
 Face: Lakme daily wear soufflé, Lakme perfecting liquids foundations – Lakme
radiance compact, Lakme flawless matte complexion compact.
 Lips: Lakme enrich lip-colour – perfecting definition lip pencil – starshine lip-gloss –
glosses in lustrous shades available in 14 shades.
 Eyes: From dramatic to natural look- a wide range of products are on offer to create
the perfect eyes.
1. Lakme Kajal.
2. Lame Insta eyeliner eyelids.
3. Lakme shimmer eye cube.
 Nails: True wear nail enamel – Nail enamel with lacquer –like finish. Contains resins
and silicone with colour lock technology that gives brilliant long lasting shine.
 Skin: For radiant skin Lakme is there to pamper your skin with specialized products
for the diva in you.
 Cleaning: Strawberry silk splash face wash, Lakme fundamental deep pore cleansing
milk.
 Moisturizing: 1. Lakme fundamental peach milk moisturiser skin.
2. Lakme fundamental winter care lotion.
 Sun Protection: The range comprises of lotions to keep your skin healthy and younger
looking.

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 CHAPTER II
REVIEW OF LITERATURE

 AnjanaS. S. (2018)2,
In Anjana’s research, she attempted to identify the factors affecting the consumers
buying behaviour towards cosmetic products. She concluded that quality, price, brand,
packaging, advertising are important factors affecting the consumers’ behaviour in
cosmetics segment.

 Desai Kisan (2014) ,

This research work studied the consumer behavior towards cosmetics with reference
to Kolhapur district. He concluded that the most important factor influencing consumer
behavior in cosmetic segment is quality. Apart from that he found that the customers
prefer to purchase Ayurvedic brands and can also wait if the product is not available.

 Sumathi& Dr. Begum Mustiary (2016)5 ,

Has conducted a study in Mangalore city and studied the impact of advertisement on
consumer behavior of cosmetic products. Customers, taste, preferences and awareness
of brands influence their purchase decisions. They further said that environmental and
psychological factors also influence the customers’ taste and preferences.

 A.H Hemanth Kumar, S. Franklin John, S. Senith (2014).

The study was to find how consumer behavior factors influence the purchasing of
cosmetics and to find out the influence of income level on the behavior. The results
showed that statistically significant differences were found in income level among the
factors of consumer behavior, i.e., social and cultural while no statistically significant
difference was found among the personal and psychological factors.

3
 Dr. S Anandrajan and T. Sivagami (2016).
The study was done to find out the influence of various media in motivating the
consumers on a particular brand of cosmetics and to know how the marketing strategy
influences the buying behavior of the consumers. The results showed that consumers
are aware about the cosmetic products and are slowly shifting towards organic/
ayurvedic based cosmetics.

 Kameswara (2015).
“Studied on consumer attitudes and perception on personal care products and
cosmetics”, generally it is not an easy task to process the factors influencing the
consumer to accept certain personal care and cosmetics while assessing is multi-
dimensional. Also, it is not always simple to establish the connection between the
physiological perception and reaction of the consumer response of in case of personal
care or cosmetic products, not only based on sensory properties of the products and it
is physical status, but it is also associated with other factors like previous knowledge,
preview experience as well as consumer attitudes and beliefs. In the present globalised
scenario, the consumers today are much more demanding in terms of quality and
safety, product labelling, determination of produces to implement certain healthy
standard quality products. This use to study the information of consumer perception
and consumption of personal care products.

4
 CHAPTER III
RESEARCH METHODOLOGY

Statement of the problem

There are many researches done on the title of consumer buying behaviour towards lakme
products in different areas, but no one has done a research on consumer buying behaviour
towards lakme products in Dimapur. So this research is aiming to find out the buying
behaviour of the consumer while purchasing any products from lakme. This research will help
to analyse why customers are choosing a particular product while purchasing cosmetics, and
to know the factors that motivated them to buy or switch to a particular product from the
brand also to know whether the customers of Dimapur are satisfied with the lakme products.

Objectives of the study

 To analyse why people choose Lakme product over others.
 To analyse the factors that motivate a consumer to buy Lakme products.
 To find out the satisfaction of consumers.

METHODOLOGY

Population: The study area is Dimapur.

Sample unit: The Consumers who use lakme product in Dimapur.

Sample size: The sample size includes 90 respondents in Dimapur.

Sampling methods: Survey method of sampling is used to collect the data from the
respondents. In this project survey method of sampling is used where about 90 samples (i.e. 70
Female and 20 Male) were collected from the city of Dimapur and most of the respondents
were the young aged people.

Data collection method: In this research both primary and secondary data are taken into
consideration. The project would be executed primary data i.e. questionnaire and secondary
data i.e. internet.

5
Data collection:
1) Primary data – Collected through structured questionnaire.
2) Secondary data – Earlier records from journals, websites and others.

Analysis and Interpretation: The data collected from different sources are analysed by using
some mathematical and statistical tools like calculation, percentage, diagrams and tables. And
interpretation is done through analysis.

6
 CHAPTER IV
RESULT AND DISCUSSION

Table.1 Gender distribution

Gender No. of respondents Percentage %

Male 20 22.2%
Female 70 77.8%
Total 90 100%

Source: Field survey

Interpretation:
The above figure and table it shows that 77.8% of the total respondents were females who are
the users of lakme product, while 22.2% of the respondents were males who are also the users
of the same contribution.

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 Table 2: Occupation

Occupation No. of respondents Percentage %

Student 65 72.2%
Salaried(Government/Private 10 11.1%
employee)

Self-employed 8 8.9%
Retired - -
Other 7 7.8%
Total 90 100%

Source: Field survey

Interpretation:
It is represented in the above diagram and table that majority of the cosmetic users are the
students as 72.2% of the respondents came out to be students. And the other respondents were
11.1% is salaried i.e. government/private employee, 8.9% is self-employed, retired is nil, 7.8%
is other.

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 Table 3: Age Group

Age Group No. of respondents Percentage %

Below 18 years 14 15.6%
19-30years 67 74.4%
31-40years 7 7.8%
41-50years 2 2.2%
Above 50 years - -
Total 90 100%

Source: Field survey

Interpretation:
The above diagram and table it shows that the age group of 19 years to 30 years people uses
cosmetic products, since this age group total response is 74.4%. Thus, it can be said that those
who majorly demand and buy the cosmetic products are the youngsters.

9
 Table 4: monthly income group

Monthly income(Rs) No. of respondents Percentage%

0-5000 67 74.4%

5001-10000 10 11.1%

10001-20000 6 6.7%

20001-30000 1 1.1%

Above 30000 6 6.7%

Total 90 100%

Source: Field survey

Interpretation:
The above diagram and table it shows that 74.4% of the respondents are from the income level
of 0-5000, 11.1% of the respondents are from the income level of 5001-10000, 6.7% of the
respondents are from the income level of 10001-20000, 1.1% of the respondents are from the
income level of 20001-30000, 6.7% of the respondents are from the income level of 30000
above.

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 Table 5: do you use cosmetic

Use Cosmetic No. of Respondents Percentage%

Yes 95.6 95.6%

No 4 4.4%

Total 90 100%

Source: Field survey

Interpretation:
In the above diagram and table it can be seen that most of the respondents use cosmetic
products which covers 95.6% of the respondents, whereas only 4% don’t use cosmetic
products.

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 Table 6: For what purpose you usually use cosmetic product?

Option No. of respondent Percentage %

Eyes 41 45.6%
Lip colour 61 67.8%
Face 66 73.3%
Nail enamels 27 30%
Total 195 216.7%

Source: Field survey

Interpretation:
In the above graph and table it shows that people uses cosmetic mostly for their face, 73.3%
respondents choose face, 67.8% respondents use cosmetic products for lip colour, 45.6%
respondent use cosmetic products for eyes and 30% respondents use cosmetic products for
nail enamel.

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 Table 7: Which brand do you prefer when it comes to buying cosmetics?

Brand No. of respondents Percentage%

Lakme 48 53.3%
Revlon 3 3.3%
Lotus 4 4.4%
Avon 1 1.1%
Other 34 37.8%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it shows that 53.3% of the respondents prefer Lakme for
buying cosmetic products. Since, Revlon is 3.3%, lotus is 4.4%, Avon is 1.1% and also
respondent uses 37.8% other brand.

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 Table 8: Are you Brand conscious?

Option No. of respondent Percentage%

Yes 70 77.8%

No 20 22.2%

total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it shows that 77.8% respondents are brand conscious
whereas 22.2% of the respondents are not brand conscious.

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 Table 9: Approximately, how much do you spend on cosmetics in a month?

Amount No. of respondent Percentage%

Below 500 28 31.1%
500-1000 32 35.6%
1000-2000 18 20%
2000-3000 8 8.9%
Above 3000 4 4.4%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it is clear that majority of the people spend money on
cosmetics in a month up to 1000, 35.6% respondents spend 500-1000, 31.1% respondents
spend below 500, 20% respondents spend 1000-2000, 8.9% respondent spend 2000-3000 and
4.4% respondents spend money on cosmetic products above 3000.

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 Table 10: Which product do you mainly buy from Lakme?

products No. of respondents Percentage%

Skin protection 49 54.4%
Hair care 15 16.7%
Makeup (eye-liner, lipsticks, 55 61.1%
mascara, foundation, etc.)
Face cleaning treatment 20 22.2%
Total 139 154.4%

Source: Field survey

Interpretation:
From the above graph and table it is clear that respondents prefer to buy makeup products
from Lakme. 61.1% of the respondents prefer cosmetic for makeup purpose, 54.4% of the
respondents prefer skin care products from lakme, 22.2% of the respondents prefer face
cleansing treatment products from lakme and 16.7% of the respondents use to buy hair care
products from lakme.

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 Table 11: How often do you buy cosmetic from Lakme products.

particular No. of respondent Percentage%

Rarely 35 38.8%
Frequently 45 50%
Very frequently 10 11.1%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it is clear that more than 30% of the respondents are
purchasing products rarely. Most of the respondents buy cosmetic products from lakme
frequently and very frequently (total together 61.1%). As respondents are young they are
being influenced by the looks that can be created through cosmetic products.

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 Table 12: What do you look first while buying a lakme product?

factors No. of respondent Percentage%

Price 54 60%
Features 42 46.7%
Quality 77 85.6%
Durability 31 34.4%
Advertisement 25 27.8%
Product assurance 34 37.8%
total 229 292.3%

Source: Field survey

Interpretation:
From the about graph it is clear that more than 50% (i.e.85.6%) of the respondents seek
quality while selecting the cosmetic products, price, feature, product assurance are been seek
by the respondents as 60%,46.7%, 37.8% respectively. There is less influence of durability
(34.4%) and advertisement (27.8%).

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 Table 13: Are you satisfied with the lakme products you are using?

Option No. of respondent Percentage%

Yes 85 94.4%
No 5 5.6%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it shows that 94.4% of the respondents are satisfied with
the lakme products they are using and 5.6% of the respondents are not satisfied with the lakme
products they are using.

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 Table 14: Do you always get your desired lakme product in the market?

Option No. of respondent Percentage%

Yes 74 82.2%
No 16 17.8%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it shows that 82.2% of the respondents get their desired
product in the market and 17.8% of the respondents don’t get their desired products in the
market. So it is clear that most of the respondents get their desired products easily available in
the market.

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 Table 15: If some time, your choice of product is not available at lakme, what do you do?

Option No. of respondent Percentage%

Buy similar products of 45 50%
another brand
Wait for the product to be re- 45 50%
stocked at lakme because I
am brand loyal
Total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it is clear that 50% of the respondents buy similar product
of another brand when the lakme product is not available, and 50% of the respondents wait for
the lakme product to be re-stocked because they are brand loyal.

21
Table 16: Do you believe that lakme compromises in quality in terms of long-lasting stay of
products?

Option No. of respondent Percentage%

Yes 58 64.4%
no 32 35.6%
total 90 100%

Source: Field survey

Interpretation:
The above diagram and table it says that 64.4% of the respondent thinks that lakme
compromises in quality when it comes to long lasting stay product, where as 35.6% of the
respondents says that lakme doesn’t compromises in quality.

22
 Table 17: What is the reason that motivates you to still buy lakme products?

Options No. of respondents Percentage%

Economical 27 30%
Wide variety of products 40 44.4%
Easily available 47 52.2%
Shows good result 59 65.6%
trendy 22 24.4%
total 195 216.6

Source: Field survey

Interpretation:
In the above graph and table it is clear that most of the peoples are been motivated because
lakme provides a wide variety of products (i.e. 44.4% response) which are easily available
(i.e. 52.2% response) in the market. 65.6% of the respondents said that lakme product shows
good result. Also people look for cosmetic due to economical and trendy purpose, 30% of the
respondents look for economical (i.e. affordable) and 24.4% of the respondents look for trendy
products.

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 Table 18: On a scale of 1-4, rate the following product range of lakme in terms of
applications.

Skin protection Hair care makeup Face

products products cleansing
products
1.Poor 5 4 7 4
2.Moderate 26 28 12 17
3.Good 40 47 44 47
4.Excellent 19 11 27 22
Total 90 90 90 90

Source: Field survey

Interpretation:
From the above graph and table it is clearly shown that the skin protection products, hair-care
products, makeup and face cleansings products has been rated as poor, moderate, good and
excellent. So, Skin protection products: 5 of the respondents rated as poor, 26 as moderate, 40
as good and 19 as excellence. Hair care products: 4 of the respondents rated as poor, 28 as
moderate, 47 as good and 11 as excellent. Makeup: 7 of the respondents rated as poor, 12 as
moderate, 44 as good and 27 as excellent. Face cleansing products: 4 of the respondents rated
as poor, 17 as moderate, 47 as good and 22 as excellent.

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 Table 19: Overall, what is your level of satisfaction from the products of lakme?

Satisfaction level No. of respondent Percentage%

Very satisfied 22 24.4%
Satisfied 48 53.3%
Neutral 19 21.1%
Dissatisfied - -
Very dissatisfied 1 1.1%
total 90 100%

Source: Field survey

Interpretation:
From the above diagram and table it is clear that more than 50% of the respondents are
satisfied as well as very satisfied (total respondents is 77.7%), 21.1% of the respondents are
neutral as they are okay with the product (i.e. they are in between of satisfied and dissatisfied).
Among all the respondents only 1.1% of the respondent is very dissatisfied.

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 CHAPTER V
FINDING, SUGGESTION & CONCLUSION

FINDING
1. From the study it is found that the respondents are more females (70%) than males
(20%).
2. It is found that 72.2% of the respondents are students.
3. It is also observed that most of the respondents are in the age of above 18(74.4%) and
19-30 years (15.6%).
4. It is found that 95.6% of the respondent use cosmetics.
5. It is found that 53.3% of the respondents prefer lakme products.
6. It is found that most of the respondent use cosmetic for the purpose of face (73.3%), lip-
colour (67.8%), eyes (45.6%) and nail enamel (30%). But mostly they use it for face and
lip-colour.
7. It is found that majority of the respondents 61.1%, 54.4%, 22.2% and 16.7% buy makeup
products, skin protection, face cleansing treatment and hair care products respectively.
8. Majority of the respondents buy lakme products frequently and very frequently (total
respondent 61.1%) and 38.9% buy rarely.
9. It is found that 85.6% of the respondents seek quality, 60% price, 46.7% feature, 37.8%
product assurance, 34.4% durability and 27.8% advertisement.
10. It is found that the respondent feel motivated to buy lakme product because it provides a
wide variety of products, products are easily available, it shows good result, and it is
economical / affordable and trendy.
11. It is found that 94.4% of the respondents are satisfied with the lakme product they are
using.
12. It is found that 82.2% of the respondents get their desired products in the market.
13. It is found that 50% of the respondents wait for the product to be re-stocked and 50% of
the respondents buy similar products of other brand.
14. It is found that 64.4% of the respondents think that lakme compromises in quality when
it comes to long lasting stay product.
15. It is found that majority of the respondents (i.e. from 90) rate the lakme products as good
and 10% of them has rated poor.
16. It is found that the overall satisfaction of the respondents toward lakme products is
77.7%.

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SUGGESTION
 As per the finding, female and male both uses lakme product but as compared to the
variety of products it is less for men, so in order to attract more male consumers
lakme should launch new categories of cosmetics for men.
 Since only the students and the younger generation is more inclined to buy and use
cosmetic products as compared to older age people, so the company should create
some innovative idea to attract and motive the other age group people to use lakme
product.
 Now a day consumer use to be more conscious towards price but now they are more
into quality, so they should try to make the quality and price more reliable for the
consumer. Since majority of the consumer believes that lakme compromises in
terms of quality when it comes to long lasting stay.
 Since 50% of the consumer wait for the lakme product to be re-stocked in the
market, so the company must look that the products are easily available in the
market.
CONCLUSION
Through the project entitled “A study on consumer buying behaviour towards lakme
products in Dimapur”. This survey is done on a survey which is in Dimapur. It is clear that
the consumer choose lakme product after evaluating all the factors and information related to
the product. As cosmetic products are considered as a powerful weapon which the women
feels confident and presentable one. Now a day most of the men are also interested to use
cosmetic products, so the lakme should launch new categories of beauty products for men.
The younger generation is more inclined towards buying and using the cosmetics product as
compared to older generation. Consumer buying behaviour is the important factor to forecast
the sale of any product in a particular area. The company should keep a close eye on market
situation. Even though their prices are high, consumer are much satisfied while buying the
lakme products due to their quality and effectiveness. But as per the survey, consumers are
quite satisfied with the products they are using and also they are getting their desired product
from the Dimapur market. Some times lakme products are not available in the market so this
is leading the consumer to switch to another brand, so the company should make sure that they
are supplying the products as per the demand.

27
 BIBLIOGRAPHY

1. Consumer Buying Behaviour-meaning, types, factors, process &

Example.Mbaskool.com. (August 19, 2021). Retrieved From
https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/13930-
consumer-buying-behaviour.html
2. Bansal, R. Lakme Cosmetics company profile, Wiki, Owner, Products and More. Deshi
Companies. (July 2020). Retrieved From
https://deshicompanies.com/company-profile/lakme-cosmrtics-company-profile-wiki-
owner-products-and-more/
3. Anjana S., S. (2018) .A study on factors influencing cosmetic buying behaviour of
consumers. International Journal of pure and Applied Mathematics.
4. Desai, k. (2014). A study on consumer buying behaviour towards cosmetic products in
Kolhapur. Reviews of literature.
5. Sumathi & Dr. Begum Mustiary (2016). Impact of advertisements on consumer
behaviour of cosmetic products-A study in Mangalore. International Journal of Scientific
Research and Modern Education.
6. H.Hemanth Kumar, A., Franklin John, S., Senith, S. (2014). A study on factors
Influencing Consumer Buying Behaviour in Cosmetic Products. International journal of
Scientific and Research Publication.
7. Dr. Anandrajan, S., Sivangami, T. (2016). Consumer Purchase Decision Behaviour
towards Cosmetics Marketing. Asia Pacific Journal of Research.
8. Kameswara. (2015). A study on consumer attitudes and perception on personal care
products and cosmetics. International journal of current research.
Annexure
A study on consumer buying behavior towards lakme product in Dimapur.
Dear respondent
This questionnaire form is part of a project in partial fulfilment of the completion of B.com
(honours) degree from Nagaland University.
Kindly spare few minute of time in filling up the form. Your responses will be purely use for
academic purpose.
Thank You.
NEEKITA ROY,
B.COM (HONOURS)
UNITY COLLEGE

1. Name:

2. Gender:
a) Male
b) Female

3. Occupation:
a) Student
b) Salaried (Government/Private Employee )
c) Self-employed
d) Retired
e) Other

4. Age Group:
a) Below 18 years
b) 19 years - 30 years
c) 31 years - 40 years
d) 41 years - 50 years
e) Above 50 years
5. Monthly Income Group:
a) Rs 0 - Rs 5000
b) Rs 5001 - Rs 10000
c) Rs 10001 - Rs 20000
d) Rs 20001 - Rs 30000
e) Above Rs 30000

6. Do you use cosmetic?

a) Yes
b) No

7. For what purpose you usually use cosmetic product?(select as many options)
a) Eyes
b) Lip Colour
c) Face
d) Nail Enamel

8. Which brand do you prefer when it comes to buying cosmetics?

a) Lakme
b) Revlon
c) Lotus
d) Avon
e) Other

9. Are you Brand conscious?

a) Yes
b) No

10. Approximately, how much do you spend on cosmetics in a month?

a) Below Rs 500
b) Rs 500 - Rs 1000
c) Rs 1000 - Rs 2000
d) Rs 2000 - Rs 3000
e) Above Rs 3000

11. Which product do you mainly buy from lakme?

a) Skin protection
b) Hair-care
c) Makeup (eye liner, Lipsticks, Mascara, Foundation, etc.)
d) Face cleansing treatment

12. How often do you buy cosmetic from lakme products.

a) Rarely
b) Frequently
c) Very frequently

13. What do you look first while buying a lakme product?

a) Price
b) Features
c) Quality
d) Durability
e) Advertisement
f) Product assurance

14. Are you satisfied with the lakme products you are using?
a) Yes
b) No

15. Do you always get your desired lakme product in the market?
a) Yes
b) No

16. If some time, your choice of product is not available at lakme, what do you do?
a) Buy similar product of another brand
b) Wait for the product to be re-stocked at lakme because I am brand loyal
17. Do you believe that lakme compromises in quality in terms of long-lasting stay of
products?
a) Yes
b) No

18. What is the reason that motivates you to still buy lakme products?
a) Economical
b) Wide variety of products
c) Easily available
d) Shows good result
e) Trendy

19. On a scale of 1-4, rate the following product range of lakme in terms of applications.
1 (POOR) 2 (MODERATE) 3 (GOOD) 4(EXCELLENT)
a) Skin protection products
b) Hair-care products
c) Makeup
d) Face cleansing products

20. Overall, what is your level of satisfaction from the products of lakme?
a) Very satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very dissatisfied

21. Will you recommend your friends/family to lakme product?

a) Yes
b) No