CHAPTER 6

FINDINGS, SUGGESTIONS AND

CONCLUSIONS
6.1 FINDINGS
 64% of the respondents belongs to female and 34% of the respondents belongs to male
and 2% of the respondents are other.
 59% of the respondents are students,19% of the respondents belongs to private sector, 9%
of the respondents are professional, 4% of the respondents belong to public sector and 5%
of the respondents in business and 3% of the respondents belongs to government sector
and 1% of the respondents belongs to others occupation.
 58% of the respondents are 20-30 age, and 26% of the respondents are below 20 age, 10%
of the respondents are 31-40 age, 5% of the respondents are 41-50 age and 1% of the
respondents are above 50.
 69.5% of the respondents are having less than 20,000 monthly income, 13.6% of the
respondents are having 20,000-40,000 monthly income and 10.2% of the respondents are
having 41,000-60,000, 1.7% of the respondents belong to 61000-80000, and 5.1% of the
respondents are having above 80,000 monthly income.
 70.7% of the respondents have purchased beauty products and 29.3% of the respondents
haven’t purchased beauty products.
 65.1% of the respondents purchase beauty products from Nykaa, 20.9% of the respondents
buy beauty products from others online platforms, 8.1% of the respondents purchased
beauty products from purple and 4.7% of the respondents buy from The body shop and
1.2% of the respondents purchase from lush.
 46.2% of the respondents never had the need to buy beauty products and 25% of the
respondents would prefer retail shopping, 28.8% of the respondents are not interested in
beauty products.
 79.1% of the respondents are highly satisfied with the availability of the brand, 11.1% of
the respondents are satisfied, 8.3% of the respondents are neutral opinion on availability
of the brand and 0% of the respondents are dissatisfied and 1.3% of the respondents are
highly dissatisfied.
 68.1% of the respondents are highly satisfied with the affordability of the brand, 20.28%
of the respondents are satisfied, 10.14% of the respondents have neutral opinion and 0%
 of the respondents are dissatisfied and 1.44% of the respondents are highly dissatisfied
with the affordability of the brand.
 68.6% of the respondents are highly satisfied with the delivery system, 20.87 % of the
respondents are satisfied, and 5.97% of the respondents have neutral opinion and 2.98%
of the respondents are dissatisfied and 1.49% of the respondents are highly dissatisfied
with the personalized customer service.
 71.6% of the respondents are highly satisfied with the delivery system, 16.4% of the
respondents are satisfied, 10.4% of the respondents have neutral opinion and 0% of the
respondents are dissatisfied, and 1.49% of the respondents are highly dissatisfied with the
delivery service.
 74.2% of the respondents are highly satisfied with the packaging, 19.69% of the
respondents are satisfied, 6.06% have neutral opinion, and 0% of the respondents are
dissatisfied with the packaging.
 71% of the respondents are highly satisfied with the discounts/offers/gifts/, 17.39% of the
respondents are satisfied, 8.69% of the respondents have neutral opinion, 0% of the
respondents are dissatisfied and 2.9% of the respondents are highly dissatisfied and
2.89%of the respondents are highly dissatisfied with the discounts/offers/gifts/.
 71.4% of the respondents are highly satisfied with the celebrity endorsement, 14.28% of
the respondents are satisfied, 12.69% of the respondents have neutral opinion, 0% of the
respondents are dissatisfied and 1.58% of the respondents are highly dissatisfied with
celebrity endorsement of the brand.
 74.1% of the respondents are highly satisfied with the social media/its influencers, 12.90%
of the respondents are satisfied, 11.29% of the respondents are have neutral opinion,
1.61% of the respondents are dissatisfied and 0% of the respondents are highly
dissatisfied.
 37.8% of the respondents are new customers, 22.2% of the respondents are discount
customers, 27.8% of the respondents are loyal customers and 12.2 % of the respondents
are impulsive customers.
 39.1% of the respondents prefer quality, 25% of the respondents prefer discounts/offers,
21.7% of the respondents prefer Brand image, 9.8% of the respondents prefer
 affordability, 3.3% of the respondents prefer advertisement, and 1.1% of the respondents
consider others aspects while making purchase decision.
 22.2% of the respondents prefer price as the uniqueness of the Nykaa, 23.3% of the
respondents prefer genuine products, 26.7% of the respondents prefer quality as the
uniqueness of the nykaa, 12.2% of the respondents prefer discounts/offers as the
uniqueness of the Nykaa, 15.6% of the respondents prefer wide range of products as the
uniqueness of the Nykaa.
 70% of the respondents rates excellent for customer queries and complaints of nykaa,
14.4of the respondents rates good ,12.2% of the customers rates not bad for customer
queries and complaints of Nykaa and 3.3% of the respondents rates poor for customer
queries and complaints of nykaa.
 61.1% of the respondents faced no issue, 14.4% of the respondents faced return and refund
as an issue, 14.4% of the respondents faced not delivered on time as the issue, 7.8% of the
respondents faced poor quality products and services, and 2.2% of the respondents faced
arrival of damaged products as an issue.
 67.4% of the respondents choose Nykaa, 11.2% of the respondents choose others brands,
9% of the respondents choose purple, 7.9% of the respondents choose the body shop and
4.4% of the respondents choose Lush.
 62.9% of the respondents shows the willingness to suggest nykaa to others and 16.5% of
the respondents doesn’t shows the willingness to suggest nykaa to others and 20.6% of
the respondents might or mightn’t suggest nykaa to others.

6.2 SUGGESTIONS
This study is aimed at analyzing factors influencing consumer behaviour of Nykaa with the sample
of 30, which has helped in getting an overall view of factors influencing consumer behaviour of
Nykaa considering different criteria. It was evident from the study that most of the respondents are
satisfied with the products & services given by Nykaa. However, some of the respondents were
dissatisfied. Base on the following suggestions can be considered.

 To make more affordable products for customer.

 Nykaa can avail gift vouchers to its potential customers and new customers so they can
attract them to repeat their purchase.
 The company Nykaa can pitch its beauty products for men which apparently do not have a
great reach amongst the consumers.
 People are switching to herbal products as they become more conscious of their skin. Nykaa can
advertise its herbal items to raise interest in them, which will boost sales.
 Most of the people still have a bad perception on using cosmetic products. An established brand
like Nykaa should make efforts to change the mind set of people by making aware of its use.
 It is important to make considerable effort to educate the public on the advantages of using
cosmetics. They should be aware that using some of the cosmetic products on daily basis act as a
coverage to protect the skin from environment pollution etc.

6.3 LIMITATIONS

As no person is perfect in this world, in the same way no study can be considered as fully
reliable at one glance. There are number of uncontrollable factors acting as limitations in
conducting the study. Some of such limitations encountered by me in my study are:

 Since the survey was done only in Ludhiana the result obtained may not be taken as
universal suggestion.

 Quality of the information highly dependent on the knowledge of the respondents.

 Sample size of the study was taken as 50 respondents taking time constraint as an
important factor in mind.

 This study measures only the online buying behaviour of the consumers and does not
measure the offline buying.
 This study is confined only to Ludhiana.
6.3 CONCLUSION
In conclusion, the buying behavior of consumers on Nykaa is influenced by a combination of
factors, including product variety, quality, user experience, promotional activities, brand
reputation, reviews, convenience, personalization, and social media influence. Understanding
these factors is essential for Nykaa to devise effective marketing strategies and enhance customer
engagement and satisfaction.