Indian Women’s Behaviour

And Perception Towards

Lakme Products.
By: Apurva Dhar
42925588818
Introduction CONSUMER BEHAVIOUR PERCEPTION

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• Consumer behavior is the study • The process of selecting, organizing,
of when, why, how, and where subjectively interpreting, and responding
people do or do not buy to sensory data in a way that enables us
product. to make sense of our world”
• Decision making process. • The ability to capture, process, and
actively make sense of the information
that our senses receive.

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COMPANY PROFILE

1. i.Cosmetic Industry
ii.Hindustan Unilever Private Ltd
iii.Lakme

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 i
• The cosmetic industry describes the industry that manufactures and distributes
cosmetic products.

• These include color cosmetics, like foundation and mascara, skincare such as
moisturizers and cleansers, hair care such as shampoos, conditioners and hair colors,
and toiletries such as bubble bath and soap.

• The largest cosmetic companies are Johnson & Johnson, L’Oreal Paris, Lakme,
Gillette, Nivea and Chanel Inc.

Cosmetic Industry
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 ii
“
▹ Hindustan Unilever (HUL) is India’s largest fast moving consumer
goods company, with leadership in Home & Personal Care Products
and Foods & Beverages.
▹ HUL’s brands, spread across 20 distinct consumer categories, touch
the lives of two out of three Indians
▹ HUL also runs a rural health programme – Lifebuoy Swasthya
Chetana.

Hindustan Unilever Private Ltd

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 iii
• Lakmé is an Indian cosmetics brand which is owned by Hindustan Unilever. Having
Kareena Kapoor as the brand ambassador.
• It was named after the French opera Lakmé which itself is the French form of devi
Lakshmi.
• It was started in 1952 famously by Prime Minister Jawaharlal Nehru.

In 2014, Lakme was ranked 36th among India’s most trusted

brands according to the Brand Trust Report 2014. The
company is the title sponsor for Lakme Fashion Week
(LFW) a bi-annual fashion event which takes place in
Mumbai.

Lakme
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 SWOT Analysis

STRENGTHS WEAKNESSES
• High Brand awareness • Limited presence in the premium market
• Product variety
• Differentiation problem
• Strong parent company
• Price positioning
•Celebrity endorsement

• Improving brand image • Rising allergy cases

• Growth of premium segment • Fake products
• Changing lifestyle • International brands entering India
OPPORTUNITIES THREATS

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 ▹ Anjana S (2018) in her research attempted to identify the factors affecting the
Literature consumers buying behavior towards cosmetic products. She concluded that
quality, price, brand, packaging, advertising are important factors affecting the

Review consumers’ behavior in cosmetics segment.

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▹ Indirapriyadharshini (2016) has studied ―consumer satisfaction on personal
care products of HUL.

▹ Kameswara (2015) ―studied on consumer attitudes and perception on personal

care products and cosmetics

▹ Umesh Maiya and Mavy Miranda (2013) in their study on buyer behaviour
towards cosmetics found that modern women have a strong desire and urge for
enhancing their beauty. The twin factors which everybody focused on were the
Quality and Price. It also stated that consumers realize the value for the money
they spend.

▹ Andrew Mc Dougall (2010) in his study stated that the main reason for the
growth in cosmetic sector is that the human being spent more for the cosmetics
owing to the concern for beauty and at the same resulted in the growth in
cosmetic sector.

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 OBJECTIVES OF THE BJECTIVES OF THE
STUDY
4. STUDY

• To understand the • To analyse the women

attitudes and perception of
women consumers towards
lakme products.
Research consumers awareness level
towards lakme products.
• To find out the satisfaction
• To study the growth of the
cosmetic sector in today‘s
scenario.
Methodology level of women consumers
towards lakme products.

DATA COLLECTION METHOD SAMPLE SIZE

→Primary Data 60 samples.

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 5
• 97% of the respondents use cosmetics.
• 93% of the respondents are Lakme Cutomer
• Maximum respondents choose Lakme Products because of its Brand’s
Name.
• 80% of the respondents believe that Lakme provides quality product.
• Majority of the respondents find easy availability of Lakme products in
stores/ outlets.
• If not Lakme, then 55% of the respondents will choose Maybelline.
Therefore Maybelline can be considered as the Top most Competitor of
Lakme.
• Majority of the respondents purchase Lakme products from Online
Sites.

Findings
 6 Women customers like best quality product on any price, so
company should keep on improving their products.

Suggestions
Customers always looks for some extra benefit with
purchasing. So this should also be kept in mind.

Most of the Indians still have the bad perception for the people
who use the cosmetic products on the regular basis. They feel
that those who use the cosmetic products, those who apply the
heavy makeups are not the nice people. Efforts should be made
to change this mind-set of the people by making them aware
about its use.

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 Consumer buying Quality, value for The female customers
Conclusion behaviour is the money, Availability, likes the easily
important factor to Offers, product line availability of various

7 forecast the sales of

any products in a
particular area. So the
range, promotion
campaign have
significant influence
products and the
female customers are
satisfied with the
company should keep on the buying decision Lakme products and
a close eye on market of customers of Lakme they are willing to
situation products recommend the
Consumer relies on the products to others. So
Lakme products the Lakme products
because it provides customers are fully
good quality, good satisfied to use the
results, good services, products.
etc

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Thanks!

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