A Study on Consumer Preference of Purchasing

Towards Green Cosmetics Products in Bangalore

GUIDE NAME: PROF. DEBOLINA GUPTA PRESENTED BY:

POOJA KUSHWAHA 191425

PRATIBHA BHAGAT 191426
PRIANKA BOBBY 191427
PUJA KUMARI GUPTA 191428
 INTRODUCTION

• The concept of green products is becoming more popular with the aspect of cosmetic and food items.
Since people were becoming more health conscious, they were giving more importance to the
consumable and daily usable products. People started using more green products to minimize their
health risk.
• If all the factors which contribute to the popularity of green cosmetic, such as price of the product, its
quality, customer’s perception about the products, awareness about them, were being handled carefully
by the government and the organizations, then green cosmetic will become more popular in the society.
• Knowledge and awareness about the green products play a very vital role in enabling the customers to
use them. But, this awareness and knowledge do not exist holistically throughout all the spheres of the
society, thus restricting the usage of the green products.
 METHODOLOGY
STATEMENT OF PROBLEM
The concept of environmental consciousness has become a necessity to save the mankind, promoting
consumption of green cosmetic is the need of the hour, owing to the fact that green cosmetics are
environment friendly or sustainable products and are organic in nature. Considering the feeling for the
health of environment and consumers, the usage of green cosmetics is emerging at the cost of
conventional products. However, the magnitude of usage of green cosmetics is much behind the ideal one
to safeguard the consumers and environment at large. In order to achieve the pious objective, it is
necessary to know the factors which insisted the users to go for the green cosmetics and prioritize and also
find the product specific factors so that the same can be ventilated to the people for extending the
consumer base for the green cosmetics.

OBJECTIVE
• To identify the awareness of green cosmetics among consumers in Bangalore.
• To study the specific factors that influence preference of purchase towards Green Cosmetics.
• To determine the challenges of purchasing Green Cosmetics and recommend the measures to
encourage Green Cosmetics
HYPOTHESIS
• Null Hypothesis(H0)1: There is no significant impact on price with consumer preference towards Green cosmetics.
• Alternative Hypothesis (H1)1: There is a significant impact on price with consumer preference towards Green cosmetics.
• Null Hypothesis (H0)2: There is no significant impact on awareness with consumer preference towards green cosmetics.
• Alternative Hypothesis (H1)2: There is no significant impact on awareness with consumer preference towards green
cosmetics.
STATISTICAL TOOLS: Types of Research Descriptive research
Users of green cosmetic products and non-user of green cosmetic
Target population
products but aware about the concept of Green cosmetic products
Sample size 100
Sampling
Convenience sampling
technique
Data collection Primary data is collected using a structured questionnaire.

Tool of data Questionnaire

Secondary data Journals websites
LIMITATIONS
1. The survey is conducted only in selected areas in Bangalore.
2. The research being empirical one was based on a survey conducted through a
questionnaire. People were not ready to fill up the responses they had to be convinced for
the same.
3. Another major problem was the lack of awareness of the population about the research
topic. Therefore, the topic had to be explained first to the majority of the population.
 DATA ANALYSIS
Preference for green cosmetic product among respondents:

Preference for green cosmetic product among

respondents
Valid Cumulativ
Frequency Percent
Percent e Percent
Yes 94 94.0 94.0 94.0
Vali
No 6 6.0 6.0 100.0
d
Total 100 100.0 100.0

Interpretation :From the above table it is shown that 94% of the respondents prefer
to buy green cosmetic products and only 6% of the respondents won‘t prefer to buy.
Inference:From the above chart it shows that majority of the respondents prefer to
buy Green cosmetic products
 Price of a green cosmetic product is important:
Price of a green cosmetic product is important
Cumula
Frequ Percen Valid tive
ency t Percent Percent
Valid Disagree 3 3.0 3.0 3.0
Neutral 26 26.0 26.0 29.0
Agree 48 48.0 48.0 77.0
Strongly 23 23.0 23.0 100.0
agree
Total 100 100.0 100.0

Interpretation: 48% of the respondents agree that price of green cosmetic products is
important,26% of the respondents remained neutral,23% of the respondents were strongly
agree,3% of the respondents were strongly disagree.
Inference: Most of the respondents agree and were neutral that price of green cosmetic products is
important and hence they prefer to buy green cosmetics.
Knowledge about green cosmetic prevent people from buying the product
Knowledge about green cosmetic prevent people
from buying
Cumulat
Frequenc Valid ive
y Percent Percent Percent
Valid Disagre 3 3.0 3.0 3.0
e
Neutral 15 15.0 15.0 18.0
Agree 49 49.0 49.0 67.0
Strongly 33 33.0 33.0 100.0
agree
Total 100 100.0 100.0

Interpretation: 49% of the respondents agree that the knowledge about green cosmetic
products prevent people from buying,33% respondents strongly agree, 15% respondents
neutral,3% respondents disagree,0% respondents strongly disagree.
Inference: Most of the respondents agree that less knowledge about green cosmetic products
prevent people from buying.
 Z-TEST:
Null Hypothesis (H0)1: There is no significant impact on price with consumer preference towards Green cosmetics.
Alternative Hypothesis (H1)1: There is a significant impact on price with consumer preference towards Green cosmetics.

Z-Test: One Sample for Means

Variable 1 Variable 2
Mean 4.2 4.55
Known Variance 0.84 0.49
Observations 100 100
Hypothesized Mean Difference 0
Z -3.034884893
P(Z<=z) one-tail 0.001203138
z Critical one-tail 1.644853627

Interpretation: Since the significance value (0.0012) is lesser than critical value (0.05), so will reject null hypothesis and
accept the alternative hypothesis that is Price sensitivity has association with preference of green cosmetic products.
 FINDINGS
• From the above chart it shows that both male and female respondents were interested for Green cosmetic products.
• From the above chart it shows that majority of the respondents were in the age group of 21-25 age.
• Majority of the respondents come to know about Green cosmetic products through Word of mouth and Instagram.
• Above chart it shows that majority of the respondents prefer to buy Green cosmetic products.
• Majority of the respondents prefer to buy Green cosmetic products from Shopping mall and amazon.
• From the above chart it shows that majority of the respondents agree that they have health aware lifestyle related to Green
cosmetic products.
• Most of the respondent spend 1000-2000 in a month to buy green cosmetic products.
• Most of the respondents think that quality is the factor that influence while choosing green cosmetic products.
• Most of the respondents agree that green cosmetic product were safer than non-green cosmetic products.
• Figure of the respondents agree that less knowledge about green cosmetic products prevent people from buying.
• Most of the respondents agree that green cosmetic products were expensive than non-green cosmetic products.
• Majority of the respondents agree and were neutral that price of green cosmetic products is important.
• Majority of the respondents were satisfied from the uses of green cosmetic products.
 CONCLUSIONS
 Green products can be stated as having less of an impact on the environment and were less damaging to human health
than conventional products, and hence were also called as sustainable or environment friendly products
 After analysing the impact of the various demographic variables with respect to consumers’ preference for Green
cosmetic products, it is very important to analyse the role of various psychographic and independent variables and
their impact on consumers’ preference for Green cosmetic products. Regarding the various psychographic variables
studied, Environmental Consciousness, Price Sensitivity, Innovativeness in buying products, Product Involvement and
Health Consciousness ,significantly impact consumers’ preference for Green Cosmetic products.
 In demographic variables Age, Gender, Occupation, Education does not significantly impact consumers’ preference
for Green cosmetic products. Also, brands play a more significant role in case of preference for green cosmetic
products.
 Regarding the other independent variables, Safety perspective of the consumer, Product effectivity, Product
knowledge, Information about the products, Brand of the green product significantly impact consumers’ preference for
Green Cosmetic products.
 In the pretext of studying the innovation of the consumers about buying green cosmetic products, it has been found
that ‘Users of Green Cosmetic Products like to take a chance in buying new products’ has highest level of impact on
preferring green cosmetic products.
 SUGGESTIONS
 More effective promotional campaigns to be undertaken to inform about the positive effects of Green
cosmetic products. The promotional campaigns should target all the geographies starting from urban to
rural.
 Effective demographic or psychographic segmentation should be implemented so that the different
categories of green cosmetic products can be targeted according to the selected segment of the market.
 Overall all, these steps will help the organization to promote green cosmetic products better, which will
ultimately increase the number of green consumers and reduce environmental degradation. This will help the
earth as well as the mankind to be sustainable.
 High effort should be given by the organizations to remove the discomfort of the consumers regarding
buying green cosmetic products.
 While promoting green advertising, the organizations should assess the ambivalence of their target
consumers’ attitude toward buying green cosmetic products to map the relationship of demographics with
that of ambivalence attitude and preference of the consumers.
THANK YOU!!