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					                                   INTRODUCTION



Use of cosmetics is not latest trend, it has its roots deep within the annals of

history. The word cosmetic has been given this modern name lately. Through

regular and formal use of cosmetics has gained momentum now, it has been in some

form or other since a long time.



To cite an example of the long usage of cosmetic, the cosmetics depict had

found its origin in China in the 4th century BC.



Indian too has not remained far behind in the development and frequent usage of

cosmetics. Household utility like haldi, chandan, basan uptoon have been used

centuries to preserve the natural beauty of skin. The reason for their usage was

adequate availability of pure material, apt knowledge of natural formulation and

virtually zeros effects.



The cosmetics industry, which started glowing in the early 1990s, is expanding

exponentially. With more women and men becoming conscious of their and

willing to spend on their grooming, this industry has been growing at 20-25

percent the last few years. No wonder then that the shelves are stocked with a

plethora of products and brands, targeted at various segments, catering to the

various needs of customers. The enormous growth in this segment has not only
attracted many MNCs but also provided space for many Indian companies to foray

or expand their product range.



GROWTH TRENDS AND PROSPECTS :

An ORG-Marg study reveals that while most FMCG products were affected by the

general slowdown, this segment witnessed relatively good growth in volume and

value 2001. Not only have more people started using cosmetics, they are also

willing to pay more to look and feel good. The penetration rate is higher in the skin-

care segment compared to lipsticks. While volume growth has remained low,

at 3 percent, in the case of lipsticks, much of the value growth ha come from price

rises.



This not only means that consumers are willing to spend the extra bit to look

and feel good, but also indicates the constant up gradation from mass to

premium products. Though mass products still constitute a major portion of the

market, a certain segment is obviously ready to upgrade to the next category as

disposable incomes rise. Increased media exposure, the willingness to spend

more on personal care, consciousness about looks, and advertisements and

promotions targeting various consumer segments are some reasons for these

trends in consumption and penetration. The growth trends definitely send

positive signals about the industry prospects. With numerous players fighting

for market share, is the industry really big enough and the growth high enough
to accommodate all the players? What makes a player tick and create a niche for itself

in the market? These questions need to be pondered upon before jumping to

conclusions about the industry's prospects.

                        Value growth          Value growth        Price growth

                              %                    %                    %

Skin Care                     11                    8                    5

Lipsticks                     13                    3                    3



Though most players see huge opportunity in this industry, what would actually

work wonders for the players is strong brand promotion, good distribution

network, constant innovation and quality improvement, the ability to provide a

variety of products and introduce affordable products without compromising on

quality.



Cosmetics are still seen as elitist products and may be the last thing on an

average Indian consumer's mind. Though the low penetration levels for most

cosmetic products suggest much potential, the market for cosmetic products

may remain a niche market, accessed by a small proportion of the consumers.

Despite the tall claims, the actual growth prospects would be limited to this

extent.
From the investment perspective, though many big listed companies have a

presence in the various sub-segments of the industry, HLL is the only listed

company that has a visible presence across all segments. Being a diversified

large company, the turnover from this segment may be too small for HLL to

affect investment decisions. As to the recent entrants such as Dabur and Dr.

Morepen, it may be a while before their financials reflect the dynamics of this

industry. The other listed players are Emami and J.L. Morison (India). Despite

their good financial track records, investing in these stocks may be highly risky

for a retail investor as low traded volumes and equity base characterize the

stocks.



COSMETICS

The cosmetic segment primarily comprises of colour cosmetics (Face, eye, lip

and nail care products), perfumes, talcum powder and deodorants. All these are

very small segments. Talcum powder is the most popular cosmetic product in

India. This market is estimated at Rs.3.5 bn and is yet growing at 10-12% in pa.

Awareness is very high at 80% with a penetration of 45.4% in urban areas and

25.2% in rural areas. Pond's dominates the talcum market with a 70% share

following by Johnson & Johnson, which has a 15% market share.



Attar and alcoholic perfumes each account for 50% of the fragrance market

estimated at Rs. 3 bn. In the alcoholic perfumes market, 1/3rd represnted b an
unorganized, with the balance largely imported. The June 98 budget halvd

duties to 50R Lakme ha a minor presence in the segment. Perception of damage to

skin on account of chemical ingredients restricts usage of face care products. The

nail polish market is the largest at Rs.25-30%.



Deodorants have a very negligible presence in the Indian market an estimated of

Rs. 0.3 bn. Wordwide, deodorants is the largest market followed by skin care,

shampoos and toothpaste. HLL has launched a couple of products in this

segment.



MARKET SEGMENTATION

The Indian market can be segmented in terms of product category and price.

Again oral care, hair care shampoos & oils, skin care, soaps and distribution

network may divide the product categories. s



ORAL CARE

The oral care market can be segregated into toothpaste (60%), toothpowder

(23%) and toothbrushes (17%). While 60% of toothpaste is sold on the family

platform, around 35% is sold on cosmetic propositions. On the other hand,

while toothpowder accounts for 52% of the market, red toothpowder accounts

for 40% and black toothpowder accounts 8%. The penetration level of

toothpaste/powder in urban areas       3 X that in the rural areas. Traditional
materials such as neem and tobacoo are popular for cleaning in the rural areas,

Frequency of usage for toothpaste is only 1.5 times among other consumers,

compared with 2 times in the developed world. Per gm in Tahiland.



Given the low per capita consumption and penetration rates, toothpaste demand is

mainly being driven by the overall market growth of 8-10.The rural segment is also

tooth powder growth.



HAIRCAREOILS

The hair oil market is huge, valued at Rs.6 bn. Due to the varied consumption

habits of consumers across the country, where coconut oil and edible oil are

interchange used, the size of the market is likely to be higher than estimated.

More importantly, the market is growing at an impressive 6-7% in volume terms

despite the high penetration level.



Usage of hair oil is a typical Indian habit with 50% of the population out of

which some perceive that massaging the head with hair oil has a cooling impact. The

penetration of hair oil is fairly high at around 87% and evenly distributed among

the urban and rural areas.
HAIR CARE SHAMPOOS

The shampoo market in India is valued at Rs.4.5 bn with the penetration level at

13% only. The market is expected to increase due to lower duties and

aggressive marketing by players Shampoo is also available in a sachet, which is

affordable and makes up to 40% of the total shampoo sale.



The Indian shampoo market is characterized by a twin benefit platform;

cosmetic and antidandruff. It is basically an upper middle class product, as more than

50% of the consumers use ordinary toilet soap for washing hair.



While the awareness level is high, the penetration level is very low even in the

metros, which is only 30%. Urban markets account for 80% of the total

shampoo market; the penetration level is rapidly increasing due to decline in excise

duty, which was 120% in 1993 to 30% currently.



SKINCARE

The skin care market is at a very nascent stage with basic requirements of the

consumers being protecting the skin from cold and dryness in winter, and

improving fairness of the skin. Most of the product categories are niche

segments.
While the awareness rate is high in both urban areas accounting for 60R and

rural areas accounting for 30% the penetration level is low for both. This is

because of apprehensions that usage of skin care products may benefit in the long

run due to the chemical contents. Many households prefer to use traditional and

natural home made products.



Since the market is at a very nascent stage with very low penetration levels, the

growth rates are expected to be higher at 24-255 over the next five years. New

players such as Avon and Oriflame have entered the market with the natural

ingredient benefit platform, which could further spur growth.



SOAPS

The product categories can be classified into three segments; premium (Lux,

Dove), popular (Nirma, Cinthol), and economy (Nirma Bath, Lifebuoy). The

price differential between the premium and economy segments is about 2X. The

popular and economy segments account for about 4/5ths of the entire market for

soaps.



Penetration of toilet soaps is high at 88.6%. However per capita consumption

levels remain low India's per capita consumption of soap at 460 gms per annum is

lower than that of Brazil at 1,100 gms per annum.
DISTRIBUTION NETWORK :

Soaps are available in 5 ml retail outlets in India, 3.75 m of which are in the rural

areas. Therefore availability of these products is not a problems 75% of India's

population is in the rural areas; hence about 50% of the soaps are sold in the rural

markets.



PRICE SEMENTATION

Price is common basis for segmenting the cosmetics market. The market

segments formed accordingly now describe:



POPULAR SEGMENT

The sector is divided into two distinct segments-the premium segment catering

mostly to urban higher/upper middle class and the popular segment with prices as

low as 25%-30% of the premium segment , catering to mass segments in urban

and rural markets. The premium segment is less price sensitive and more brand

conscious.



ECONONY SEGMENT

India's rural markets have been a lot of activity in the last few years. Since

penetration levels are pretty high in most categories, future growth can come only

deeper rural penetration. FMCG majors are aggressively looking at rural India since

it accounts for 70% of the total Indian households.
GROWTH

High consumer awareness and penetration levels will enable the market to grow at

an average 8-10% per annum with slightly higher growth in the rural areas.

Higher penetration stems from popularity of low-cost detergents. Hence, besides

increase in per capita consumption, there is tremendous scope for movement up the

value chain.



HLL, Nirma and P&G are the major players in the market with 40%, 30% and 12%

share, respectively. While HLL dominates the premium segment, Nirma is the

leader in the popular segment.



CONSUMER

The term consumer is often used to describe two different kinds of consuming

entities; the personal consumer and the organizational consumer.



The personal consumer buys goods and services for is or her own (e. g. soap,

shampoo etc.) for use of the household (e.g.TV VCR or car) or as a gift for a

friend (e.g. bike, camera etc.). In each of these cases, individual who are

referred to as end uses or ultimate consumers buys the goods for final use.
The organizational consumer buys goods and services in order to run their

organization. Manufacturing companies buy raw material etc. to manufacture and

sell their own products. Institutions buy the material they need to maintain

themselves.



UNDERSTANDING CONSUMEROLOGY IMAGE SELLING

Whenever a consumer purchase a product, he is not just buying a brand. He is also

buying an image that is associated with the brand. Every marketer, and

marketing company, operates with the sole objective of crafting an array of

image, and reinforcing this diverse image in a contextual framework that is

relevant to the target segment. In ensures that the company is able to bring the

brand so close to the consumer that the brand creates a special place for itself in the

consumer's mind



Imagery is everything. When a consumer parts with money to purchase a

product, it is actually a response to the image that a particular band of the

product has cotnrived in his mind. This image, when confronted by a need state

translated itself into a purchase decision. During this period, the consumer is

creating a relationship with the brand which, depending on is consumption

experience, determines the future-buying pattern of the consumer. A series of

good repeat purchase experience gives you a local customer.
CONSUMEROLOGY

Once that real understanding of a brand's drives through an identification of the

unique associative image in obtained, in then becomes the task of the brand

Consumerology to craft relevant fit for the brand into the consumer-selected

image. From this fit an image is interpreted into a social and vocational set that is

consonance with the consumer's image and the image of the brand through the

medium of an image solution.



Having identified the image solution, the next task is to deliver it through the

variables of marketing like packaging, pricing, distribution, merchandising,

promotion and advertising. The most important aspect of Consumerology, and

image solution, is that they never dormant. Imagery, being everything is

constantly changing, so do the image solutions. Thus, these image solutions are

a function of listening to the consumer. They involves constant listening to

check if a brand's drivers are changing, if the consumer's image is changing and

id the image of the brand is being molded according to the changing situation.



So, the correct practice of Consumerology implies the creation of market

listening   post, which is constantly receiving consumer feedback and passing it

to the brand consumerlogist who, in turn, interprets it for the creation of new

image solution. If the listening stops, the solutions are no longer the result of
consumer understanding, but merely the products of the experiential biases of the

solution creators.



CONSUMER BEHAVIOUR

Consumer behaviour is the study of individual, individual in a group as whole

while the individual decides to spend his/her time, effort and money on

consumption related items. Consumer behaviour refer to the behavior that

consumer displays in searching for, purchasing using, evaluating and isposing

of products and services that they expect will satisfy their needs.

They study of consumer behaviour is the study of how individual make decision

to spend their available resources viz. Time, money and effort on they buy from,

where they buy it, how often they buy it and how often they use it.



Take the case of consumer durable e.g. the T.V. set. What features they look for?

What is the reason for buying particular T.V. Set? How likely are they to replace

their old models when new models with added features become available?

The answer to such question can only be found through consumer research that

provide.    TV       manufacture   with    important     product      scheduling, design

modification and opting final strategy.



Although this study focuses on how and why consumers make decision to buy

T.V Consumer behavior and considers the uses consumers make of the good
they buy and then subsequent equations. For example, a buyer may experience

dissatisfaction to friend, and in turn influence his friend future TV purchase

decision or may vow never to buy same brand or model again, prescribing his own

future selection decisions. Each of these possible consequences of consumer

post purchase strategies into their promotional campaigns.



NEED OF CONSUMER BEHAVIOUR STUDY

For marketers, it is important for us to decide to whom to direct the promotional

efforts by recognizing why and how individuals make their consumption

decisions. If marketers understand consumer behavior they are able to predict how

consumer are likely to react to various informational and environmental cues, and

able to shape their marketing strategies accordingly.



The initial thrust of consumer research was from a managerial perspective;

marketing manager wanted to know the specific causes of consumer behavoir.

They also wanted to know how people receive, store and use consumption

related information, so that they could design marketing strategies to influence

consumption decisions. They regarded the consumer behavior discipline as an

applied marketing science; if they could predict consumer behavior, they could

influence it.
DEVELOPMENT OF THE FIELDS OF CONSUMER BEHAVIOUR

There are a number of reasons why the study of consumer behavior developed as

separate marketing discipline. Marketing had long noted that consumer did not

always act or react as marketing theory would suggest. The size of the

consumer market in this country highly diversified. Even in industrial markets,

where needs of good and services are always homogeneous than in consumer

markets, buyers are exhibiting diversified preferences and less predictable

purchase behavior.



To better meet the needs of specific groups of consumers, most marketers

adopted a policy of market segmentation, which called of the division of their

total potential markets into smaller, homogeneous segment for which they could

design specific products or promotional campaigns. To try to improve the new

product success rate to try to ensure consumer acceptance marketers make

determined efforts to learn everything they could about their perspective

consumer i.e. their needs, preference, changing life style. Research into

consumer behavior provided them with necessary insights to develop new

products and services and to design persuasive promotional strategies.



The growth of consumer movement created an urgent need to understands how

consumers make consumption decision e.g. in order to identify sources of

consumer confusion and deception, consumer advocates sought to discover
perceive and interpret various marketing and promotional information i.e.

promotional appeals, package labels, warranties etc.



Most of organizations have recognized that need to market globally to achieve

major economics of scale. Marketers now use cross cultural consumer research

studies as the basis for product development and promotional strategies to meet the

needs of targeted consumers.



FACTORS INCLUENCING BUYING BEHAVIOUR

PSYCHOLOGICAL FACTORS

Diversity in human behavior often causes us to look the fact that people are

really very much alike. Psychologists and consumer behavior agree that most

people tend to experience the same kinds of needs and motives, they simply

express these motives in different ways. For, this reason an understanding of

human    psychology is very important to market place. The human psychology is

major factors that influence the buying behavior of the consumer. Under the

psychological factors the following points are taken into consideration

      HUMAN NEEDS

      MOTIVATION

      PRECEPTION

      LEARNIGN

      ATTITUDE
HUMAN NEEDS

Very individual has some needs some are innate, others acquired. Every person

made purchase according to his needs e.g. purchase of food to satisfy need to

hunger, purchase of car to satisfy ego needs.



As far as the purchase of T.V. is concerned, it has become the needs of every

individual besides he belongs to any income group or social class.



MOTIVATION

Motivation     is a driving force towards some object or condition or a driving

force some object or condition e.g. a person may be impelled towards a hotel to

satisfy his hunger need and away purchase a C.T.V.
OBJECTIVE OF THE STUDY

Objectives are the route map of any research. Without setting objectives any

research would be meaningless and all the efforts of the researcher will go in vain.

The objectives of this project titled "consumer behaviour regarding purchase of

cosmetics" were:

   1) Finding major factors      that influence the purchase decision of consumers

      to purchase cosmetics.

   2) To find out the variety of cosmetics, the women and students prefer most.

   3) The brands, which are popular for the particular type of product.

   4) The expenditure and the frequency of using the cosmetics.

   5) Determining the sources from where the women get the information

      about cosmetics.

   6) Consumer perception towards the cosmetics ads.

   7) Whether they are influenced and inspired by the ads.
                        RESEARCH METHODOLOGY

Problem Formulation:

It has normally observed that most of the marketers are spectacle about

consumers in India. Each company tries to provide more information about their

products for consumers. Very few companies are really providing information

according to the requirement of Consumers. They look for bargaining and lack of

proper advertisement about products.



Thus being a MBA student I felt, I should study the effectiveness of information of the

product of cosmetic consumers in depth. Another side of coin is that cosmetic

market in India is growing rapidly and enormous untapped potential lies there. Thus

also motivated me for selecting my topic of study as "Consumer buying behaviour

regarding Cosmetic in Yamuna Nagar City".



Research Methodology:

Market research methodology is as old as the marketing is without which it is

almost impossible to reach at any tangible decision. Although various methods are

adopted to undertake this activity but the goal is almost same i.e. to reach on a final

decision or solution of the problem.



There is a very    famous quote "if you are confident of doing something, half of

the work is done". And confidence comes when you have a proper framework
for the particular job . Hence to carry out any work of necessary to chalk out a

framework.



To carry out the research project, we first define the research methodology that is

to be used for the research.



Research Methodology is the way of systematically solving the research

problem. It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally adopted during

the course of research along with the logic behind them. It is necessary for the

research to know not only the research methods but also the methodology.



The purpose of the research is to discover the answers to the questions through the

application of scientific procedures. Though each research study has its own

scientific objectives, we may think of research objective as falling in to a

number of following broad groupings:

   1) To gain familiarity with a phenomenon or to achieve new insights into it.

   2) To portray accurately the characteristics of particular individual situation.

   3) To determine the frequency with which something occurs or with which

      it associates with something else.
Nature of the project:

The project assigned to me was the "Consumer buying behaviour regarding

Cosmetic in Yamuna Nagar City". The consumers survey was conducted in

Yamuna Nagar area. Data is collected people who are living in Yamuna Nagar

area.



Survey Planning:

Planning is the most essential part for a successful survey. A right approach has to be

decided before heading forward keeping in mind the objective.



Due consideration has to be given at this stage towards:

   1) Purpose of the survey

   2) Scope of the survey

   3) Units of the data collection

   4) Sources of data

   5) Techniques of data collection

   6) Degree of accuracy desired

   7) Miscellaneous consideration



SAMPLING PLAN:

Sample Size

Consumer (100)
Survey Methodology

Collection of Data:

This is the first step of the process. It forms the foundation for the whole of

statistical analysis. Faulty data can lead to unreliable conclusions so most care is

required while collecting the data.



Nature of data collection:

Primary Sources of data           :     Interview and Questionnaire

Secondary sources of data         :     Internet and Magazines

Area Covered                      :     Yamuna Nagar

Instrumental Survey               :     Questionnaire

Types of Questions                :     Close Ended/Open Ended



b)    Organizing the date:

      Collected data are meaningless unless presented in a proper manner to make

      them useful in decision making. The data obtained is edited, classified

      and put in as tabulated form to make it understandable.



c)    Presentation:

      After collecting and analyzing the data, it is ready for presentation. There

      are different modes of presentation including charts, diagrams and graphs

      etc. The main purpose of presentation is to put the collected data into an
     easy readable form. In the present project report data has been graphically

     presented by pie diagrams.



d)   Analysis of data:

     Having gathered the data, the researcher has to proceed towards drawing

     conclusion by logical inference. At this stage, the data is in a tabulated

     form and requires to be interpreted. With SPSS Software to analysis the data.

     Thus, analysis involves the refinement and manipulation of data. It basically

     involves.



     Bringing the raw data in to measured data.

     Summarizing the data.

     Applying analytical methods to manipulated the data so that their

     interrelations and quantitative meaning become evident.

     Tools of Analysis: Percentage and Bar Diagram.



e)   Interpretation:

     Interpretation means to bring out the meaning of data or convert into

     information. The climax of the research process is approached as one

     prepares to draw conclusion for the data analyzed. The whole

     investigation culminates reaches in drawing inference that leads to
conclusion. This phase calls for a high degree of interpretative skill both

quantitative and logical.
                                   FINDING



 In the present scenario, all the females use cosmetics. However the

   number of cosmetics used varies. The highest response is being shown by

   working women, next by students and least by non-working women.

Nearly, all the females use branded products.

 Cosmetics are generally used for improving there looks and personality.

   Using cosmetics gives them psychological satisfaction and give to their

   body.

 Cosmetics now a days has become a necessity for all the females.

 Cosmetics are purchased keeping in mind the brand name, price and

   quality. Packaging and ease of use do not hold much significance. This is

   true for all the three categories.

 Friends and media play a very important role in making females aware of

   cosmetics.

 Cosmetics are generally purchased from general stores by all the three

   categories of females.

 Working women spend more on cosmetics on an average than

   housewives and student.
 Cosmetics have after effect though their frequency is very les. But to

   satisfy their short term need they are being used.

 Advertisements play a role in helping customer decide on specific brand

   of cosmetics. Students and working women influenced more.

 Working women buy cosmetics in medium size, student in small sie and

   working women in large in size.

 There is trend to use herbal cosmetics. Due to the awareness, the ill-

   effects are being considered while buying them.

 Customer while purchasing cosmetics are not brand loyal.

 No brand as such is providing all the popular products in cosmetics.

 Duplicity although very less is being experienced which result in brand

   switching.

 Creating variety of cosmetics of a particular brand creates a healthy

   impression in the mind of customers to a considerable extent.

 Price of cosmetics is found to be consummate with the utility it offers.
                                   PREFACE



Consumer behaviour is the key factor affecting the today's marketing

environment. After the liberaliation and the globalization there has been a sea

change in the Indian market scenario. The MNC's have entered the fray, which

forced the Indian giants to change their strategies. There is a cutthroat

competition and in order to survive and to have an edge over competitors,

marketers have realized the value of consumers. Consumers orientation is the key

word in present times.



I feel it my pleasure to work on this topic and present this study in form of

research project report a that is essential for every MBA student. The purpose of this

project is to provide the students with the practical exposure of the market in

today's changing scenario. It helps in the development of practical skills and

analytical thinking process. It provides with basic skills required to perform the

survey; and statistical tools required analyzing the data. Also it makes more

aware about the perceptions and tastes of consumers. Thus it helps in molding the

students according to the requirements of market.



Consumers buying preferences tastes choices have changed and they have

become more conscious. Change in consumers perception has lead to a situation

of unsatisfaction among consumers. There has been a lot of change in the rural
consumers. Their living standard has got uplifted and they are ready to spend

more to have qualify products.



The present study is based on the behaviour of the consumers in urban area

(Hisar) while purchasing cosmetics. It gives the information about the attitude,

perception and effect of social, cultural, economic, demographic and

psychographics factors on purchase of the consumers.
               ANALYSIS OF RESPONSES GIVEN BY STUDENTS,

                  NON-WORKING AND WORKING WOMEN

Q.1 USAGE OF COSMETICS

Product               Students    Non-working    Working

Shampoo                  54           32            14

Eye Liner                40           20            8

Kajal                    8             0            1

Face Wash                42            0            10

Moisturizer              34           20            8

Muscura                  6             0            4

Compact                  14            0            4

Conditioner              8             0            6

Bleach Cream             20           18            12

Astringent               16            0            6

Cleansing Milk           36           20            8

Foundation               12            6            2

Lipstick                 50           24            12

Perfume                  30           16            10

Deodorant                44           12            12

Nail Paint               48            8            6

Cream                    34            8            4
                      For Students




                                     Shampoo
                                             Eye Liner
     Nail Paint   Cream
                                                Kajal
Deodorant
                                                 Face Wash

Perfume
                                               Moisturizer
    Lipstick
                                             Muscura
      Foundation
                                          Compact
          Cleansing Milk
                                        Conditioner
                                      Bleach Cream
                                Astringent
                             Non-working




            Nail Paint
                            Cream             Shampoo
    Deodorant
Perfume                                                 Eye Liner



Lipstick                                                    Kajal

   Foundation                                               Face Wash
                                Astringent              Moisturizer
           Cleansing Milk
                                                  Muscura
                                                  Compact
                                                  Conditioner
                                             Bleach Cream
                         Working




                   Cream           Shampoo
            Nail Paint                   Eye Liner
  Deodorant                                   Kajal
Perfume                                        Face Wash


 Lipstick                                      Moisturizer
Foundation                                Muscura
Cleansing Milk                          Compact
            Astringent               Conditioner
                               Bleach Cream
THE POPULAR BRANDS AMONG

Product             Students        Non-working          Working

Shampoo          Sunsilk, Pentene    Clinic Plus,      Clinic Plus,

                                       Sunsilk            Vatika

Eye Liner            Lakme              Lakme             Lakme

Kajal                Lakme              Lakme             Lakme

Face Wash         Ponds, Pears          Ponds          Ponds, Pears

Moisturizer       Ponds, Pears          Ponds          Ponds, Pears

Muscura              Lakme              Lakme         Revlon, Lakme

Compact              Lakme              Lakme             Lakme

Conditioner        Ultura Doux        Ultra Doux        Ultra Doux

Bleach Cream       Fem, Joilen        Fem, Jolen        Fem, Jolen

Astringent            Ayur               Ayur              Ayur

Cleansing Milk    Lakme, Ayur        Lakme, Ayur      Shenaz, Ayur,

                                                          Lakme

Foundation           Lakme              Lakme         Touch, Revlon

Lipstick             Lakme           Lakme Relon      Lekme, Revlon

Perfume           El-Paso, Elle     Rexona, Do-it    Charlie, Oriflame

Deodorant         Elle-18 Rexor        Rexona          Elle-18, Fa,

                                                          Ponds

Nail Paint       Revlon, Lakme      Revlon, Lakme,    Alpha, Lakme
                           Alpha

Creams   Charmis F & L   Ponds Nivea   Nivea, Ponds
Q2. TYPES OF COSMETIC USED:

Type                    Students         Non-working     Working

Branded                     40                  8          24

Local                       14                  6           8




                                 STUDENTS


                                                 Local
                                                 26%




                  Branded
                  74%




The survey shows that students use branded cosmetics.
                          NON-WORKING




                                                  Local
                                                  43%

              Branded
              57%




The survey shows that non-working women use branded cosmetics.
                             WORKING


                                              Local
                                              25%




                  Branded
                  75%




The survey shows that working women use branded cosmetics.
Q3. REASON FOR USING COSMETICS:

Reason                                         Students   Non-working        Working

To improve your personality                       26             9              6

Social influences                                 5              10             3

Fashion and status symbol                         5              5              2

Health point of view                              8              4              1

Psychological satisfaction                        10             4              2


                                           Students




                      Psychological
                      satisfaction
                           19%
                                                           To improve your
                                                             personality
         Health point of                                        48%
              view
              15%
           Fashion and status
                symbol
                  9%
                           Social influences
                                   9%
The survey shows that students buy cosmetics, keeping in mind health and



personality improvement. Fashion and status and social influences do not cater

much.




                           Non-working
                 Psychological
                  satisfaction
                      13%                  To improve
                                         your personality
        Health point of                        28%
             view
             13%
            Fashion and
           status symbol               Social
                16%                 influences
                                        30%
The survey shows that the non-working buy cosmetics for their psychological

satisfaction and health.


                                        Working
                      Psychological
                      satisfaction
                           14%
             Health point of
                  view                            To improve your
                                                    personality
                   7%
                                                       44%
        Fashion and status
             symbol
               14%
                        Social influences
                              21%




The survey shows that working women buy cosmetics to improve the

personality and they are also effected by social influences.
Q4. PERCEPTION ABOUT COSMETICS:

Perception          Students            Non-working   Working

Luxury                    10                 6           2

Necessity                 36                24          10

Both                      8                  2           2




                Students

             Both              Luxury
             15%                19%




              Necessity
                66%
The survey shows that students perceive cosmetics to be a necessity.


                              Non-working


                                Both                Luxury
                                6%                   19%




                    Necessity
                      75%
The survey shows that non-working perceive cosmetics to be necessity.


                                  Working


                          Both                     Luxury
                          14%                       14%




                                   Necessity
                                     72%
The survey shows that working women perceive cosmetic to be a necessity.



Q5. FACTORS BEHIND BUYING DECISION

Factors                           Students             Non-working   Working

Brand                                40                     8           8

Price                                48                    12           5

Quality                              24                     4          10

Packaging                             6                     2           4

Ease of Use                          14                     6           2

Availability                         20                     4           2




                                Students
                 Availability
                   13%
        Ease of Use                            Brand
            9%                                  26%
        Packaging
           4%

               Quality
                16%                        Price
                                           32%
The survey shows that students consider price and brand name to an important

determinant in buying cosmetics.




                             Non-working

                    Availability
                      11%               Brand
                                         22%
          Ease of Use
             17%
            Packaging
               6%
                                        Price
                   Quality              33%
                    11%
The survey shows that the non-working women consider brand name price and ease

of use to be an important determinant in buying cosmetics.




                                              Working
                      Availability
                          6%
               Ease of Use
                   6%                                        Brand
                                                              26%
          Packaging
            13%


                                                              Price
                         Quality                              16%
                          33%




The survey shows that the working women consider quality and brand name to be

important determinant in buying cosmetics.
Q6. SOURCE OF INFORMATION

Sources          Students        Non-working           Working

Beautician          34                 10                 6

Doctors                8               4                  0

Shop-keepers           4               2                  0

Friends             48                 16                 8

Media               30                 24                12




                            Students



               Media                        Beautician
               24%                            27%


                                               Doctors
                                                 6%
                 Friends
                                              Shop-
                  40%
                                             keepers
                                               3%
The survey shows that friends and beautician are sources that make students

aware of cosmetics.


                         Non-working

                                           Beautician
                                             18%
                                                    Doctors
              Media                                   7%
              42%
                                                     Shop-
                                                    keepers
                                                      4%
                                          Friends
                                           29%
The survey shows that media and friends make non-working women aware of

cosmetics.


                                Working
                                                    Beautician
                                                      23%
                                                          Doctors
                                                            0%

             Media                                         Shop-
             46%                                          keepers
                                                            0%

                                                   Friends
                                                    31%




The survey shows that media and friends influence working women.
Q7. OUTLETS FOR PURCHASE:

Outlets               Students      Non-working     Working

General Stores           46               24           10

Exclusive                4                0            0

Cosmetic

Beauty Parlours          28               4            3

Cosmetic Stores          14               4            2


                                 Students

                      Cosmetic
                      Stores
                        15%

                                                  General
                  Beauty                           Stores
                  Parlours                          51%
                   30%        Exclusive
                              Cosmetic
                                4%
The    survey shows that student generally buy cosmetics from general stores and

parlors.



                     Cosmetic         Non-working
                      Stores
                       13%
               Beauty
               Parlours
                13%
            Exclusive
            Cosmetic                               General
               0%                                  Stores
                                                    74%
The survey shows that non working women largely buy cosmetics from general

stores.


                                  Working
                     Cosmetic
                     Stores
                       13%
             Beauty
            Parlours
            20%
            Exclusive                                   General
            Cosmetic                                    Stores
               0%                                        67%




The survey shows that working women buy cosmetics from general stores.
Q8. EXPENDITURE ON COSMETICS:

Expenditure        Students         Non-working       Working

0-50                    8                4               0

50-100                  32              12               0

100-150                 4               10               0

150-200                 4                2               4

More                    6                0              10




                             More     Students
                             11%
               150-200                       0-50
                 7%
                                             15%
              100-150
                7%


                                             50-100
                                              60%
The survey shows that students spend Rs. 50-100 monthly on cosmetics.




                                            Non-working
                                     More
                                      0%
                                           0-50
                   150-200                 14%
                     7%
       100-150
       36%
                                                 50-100
                                                  43%
The survey shows that non working women spend on an average Rs. 50-100 on

cosmetics.



                          Working
             100-150                       50-100
                                             0%
               0%
                               0-50
                                0%                  150-200
                                                      29%




              More
              71%




The survey shows that working women spend on an average Rs. 150-200 on

cosmetics.
Q9. EFFECT OF COSMETIC ADVERTISEMENT:

Effect          Students      Non-working      Working

Help               36              8               8

Not Help           18             24               6


                           Students


           Not Help
           33%


                                            Help
                                            67%
The survey shows that advertisement help many students to decide on type and

specific brand of cosmetics.


                               Non-working


                                                  Help
                                                  25%




                   Not Help
                   75%
The survey shows that housewives are generally not influenced by cosmetic

advertisements in deciding type and specific brand of cosmetics.


                     Working



          Not Help
          43%
                                   Help
                                   57%




The survey shows that cosmetic advertisements play a role in helping working

women to choose on specific brand and type of cosmetic.
Q10. TYPE OF COSMETICS:

Type                Students        Non-working         Working

Herbal                    40              22              10

Non-herbal                14              10               4




                               Students


             Non-herbal
                26%



                                               Herbal
                                               74%
The survey shows that students preferred to use herbal cosmetics.


                               Non-working


             Non-herbal
               31%


                                                        Herbal
                                                        69%
The survey shows that most of the non working women use herbal cosmetics.




                                  Working


             Non-herbal
               29%



                                                      Herbal
                                                      71%




The survey shows that working women prefer herbal cosmetics.
Q11. BRAND SWITCHING

Attitude                 Students          Non-working           Working

Change                      34                   22                10

Not change                  20                   10                 4



The survey that students generally change their present brand.


                                    Students



             Not change
                37%

                                                          Change
                                                          63%
The survey shows that working women change their brands frequently.




                               Non-working


            Not change
               31%


                                                        Change
                                                        69%
The survey shows that non - working women change their brands


                                 Working


             Not change
                29%



                                                    Change
                                                    71%




Reason for Changing:

    New product introduction             20%

    Price change                         29%

    Ad-intensity                         11%

    Pack change                          4%

    Product improvement                  36%
Q12. SAME BRAND FOR ALL EXISTING PRODUCT CATEGORY

Response        Students    Non-working         Working

Yes                10           10                 2

No                 44           22                12




                           Students


                                          Yes
                                          19%




                     No
                    81%
The survey shows that students use different brands for different product.




                              Non-working


                                                      Yes
                                                      31%


                      No
                     69%
The survey shows that non working women do not use same brand for all

cosmetics. However, a few still use same brand.




                                 Working

                                                  Yes
                                                  14%




                            No
                           86%




The survey shows that a very high percentage of working women use different

brands.
Q13. EXPERIENCE OF DUPLICITY

Experience      Students       Non-working    Working

Yes                12              12            2

No                 42              22           12


                           Students


                                        Yes
                                        22%




                  No
                 78%
The survey shows that a few students experienced duplicity.


                                 Non-working


                                                              Yes
                                                              35%


                       No
                      65%
The survey shows that about one third of the non working women have

experienced duplicate.


                                       Working


                                                   Yes
                                                   14%




                              No
                             86%



The survey shows that a very few working women have experienced duplicity. A

combined analysis shows that duplicity is being experienced.



Behaviour after experience duplicity

*     Category switching                31%

*     Brand switching                   50%

*     Brand Loyal                       19%
Q14. REGARDINGF     HEALTHY     IMPRESSION        ABOUT     THE

      QUALITY OF COSMETICS.

Response         Students     Non-working         Working

Yes                 78            56                71

No                  22            44                29


                            Students


                    No
                   22%




                                            Yes
                                            78%
The survey shows that students think that variety of cosmetic create a healthy

impression about the quality of cosmetics.


                                Non-working



                     No
                    44%
                                                       Yes
                                                       56%
The survey shows that some non working women think that variety of cosmetics of a

particular brand does not create a healthy impression about the quality of

cosmetics.


                                    Working


                        No
                       29%



                                                         Yes
                                                         71%




The survey shows that like students working women also think that variety of

cosmetics create a healthy impression about the quality of cosmetics.
Q15. Brand Usage in the family

Brand                Students       Non-working    Working

Same                      32            22            8

Difference                22            10            6




                                 Students



             Difference
                41%
                                                  Same
                                                  59%
The survey shows that some families use all the products of cosmetics of the

same brand.


                           Non-working


              Difference
                 31%


                                                  Same
                                                  69%
The survey shows that almost all the non working use cosmetics of the same

brand.


                                    Working



            Difference
               43%
                                                    Same
                                                    57%




The survey shows that almost         half of the working women families use

cosmetics of the different brand.
16.   PRICE VERSUS UTILITY

Perception        Students      Non-working    Working

Yes                  22             20              10

No                   32             12              4




                             Students



                                              Yes
                                              41%

                No
               59%
The survey shows that students do not think that price is consummate with the

utility they offer.




                            Non-working



                       No
                      38%

                                                    Yes
                                                    62%
The survey show that non working women think that price is consummate with the

utility they offer.


                                 Working


                           No
                          29%



                                                     Yes
                                                     71%




The survey shows that like working women also think that price is consummate

with the utility they offer.
SUGGESTIONS

   Marketers should try to create brand loyalty by special changes in

   product.

   They should try to generate positive word of mouth by delivering quality

   products.

   Duplicity should be checked as per standards.

   Proper attention should be given to make cosmetics free of aftereffects.

   For the promotion purposes, more attention to be given to general and

   cosmetic store.

   As media plays an important role. TV and magazines should be properly

   exploited.

   Celebrities and beauty consultants should be included in advertisements for

   making them more effective.
           BIBLIOGRAPHY

BOOKS

    Philip Kotler, "Marketing Management".



    Schiffmean Leon, knouck. Leslie, "Consumer Behaviour' (Prentice hall of

    India Pvt. Ltd.)



MAGAZINE

    Advertising and marketing

    Reader Digest



WEBSITES

    www.googlesearch.com

    www.khoj.com
     CONSUMER BUYING BEHAVIOUR AS REGARDS COSMETICS


1)    Do you use cosmetics?        (Yes/No)
      if yes, then please specify their name below




2)    Which cosmetics do you use?
         Branded                                       (   )
          Local                             (      )

3)    Reasons for buying and using cosmetics are
          To improve your personality.    ( )
          Social influences                 (      )
          Fashion and status symbol                    (   )
          Health point of view                         (   )
          Psychological satisfaction                   (   )

4)    What is your opinion about cosmetics?
          Luxury                                       (   )
          Necessity                                    (   )
          Both                                         (   )

5)    What factors do you consider while purchasing cosmetics?
          Brand                             (      )
          Price                                        (   )
          Quality                                      (   )
          Packaging                                    (   )
          Ease of use                       (      )
         Availability                    (   )

6)   What are the sources that make you aware of cosmetics?
         Beauticians                     (   )
         Doctors                                 (   )
         Shopkeepers                     (   )
         Friends                                 (   )
         Media                                   (   )

7)   From where do you purchase cosmetics?
         General stores                          (   )
         Exclusive cosmetics stores              (   )
         Beauty parlors                          (   )
         Cosmetics stores                (   )

8)   How much on an average do you spend on cosmetics?
         0-50                                   (   )
         50-100                                 (   )
         100-150                                (   )
         150-200                                (   )
         More                                    (   )
      9)      Do you think cosmetics advertisements help you to decide on type

and specific brand of cosmetics? If yes recall.




10)   What type of cosmetics do you like to buy?
      A) Herbal                                           (   )
      B) Non Herbal                               (   )

11)   Do you regularly use the same brand of cosmetics or change the bran
      frequently? If yes, then reasons for changing.
            Prince change                               (   )
            New brand introduction              (   )
            Product improvement                         (   )
            Package changes                     (   )
            Advertising intensity                       (   )
            Any other                                   (   )


12)   Do you use the same brand of cosmetics for all the existing product
      categories in cosmetics?        (Yes/No)

13)   Have you eve experienced any inferiority/duplicity in cosmetics you have
      purchased. If yes, how has that influenced your buying behaviour?


            Brand switching                             (   )
            Category switching                          (   )
            Brand loyal                         (   )
            Any other                                   (   )
14)    Does variety of cosmetics of a particular brand create a healthy
       impression on your mind about the quality of cosmetics?
                                                       (Yes/No)

15)    Does all your family members use same brand/ type of cosmetics
           Same                                      (   )
           Different                                 (   )

16)    Do you think that the price of cosmetics in general is consummate with
       the utility they offer?
                                                       (Yes/No)

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