I
A STUDY ON CONSUMER BEHAVIOUR BEFORE BUYING
COSMETIC PRODUCTS
Project Report
Submitted by
AVANDHIKA JEROME (Reg. No. SB21BMS005)
Under the guidance of
Dr. SHOBITHA P.S
In partial fulfilment of the requirements for award of the degree of
Bachelor of Management Studies (International Business)
ST. TERESA’S COLLEGE (AUTONOMOUS), ERNAKULAM
COLLEGE WITH POTENTIAL FOR EXCELLENCE
Nationally Re-Accredited at ‘A++’ Level (NAAC Fourth Cycle)
March 2024
II
ST. TERESA’S COLLEGE (AUTONOMOUS), ERNAKULAM, KOCHI – 682011
CERTIFICATE
This is to certify that the project report entitled, “A Study on Consumer
behaviour before buying cosmetic products”, has been successfully completed
by Ms. Avandhika Jerome , Reg. No.SB21BMS005, in partial fulfilment of the
requirements for the award of the Degree of Bachelor of Management Studies in
International Business under my guidance during the academic years
2021 -2024.
DATE: FACULTY GUIDE
DR SHOBITA PS
III
DECLARATION
I, Avandhika Jerome, Reg. No.SB21BMS005, hereby declare that this project work
entitled “A Study on Consumer behaviour before buying cosmetic products “is my
original work.
I further declare that this report is based on the information collected by me and has
not previously been submitted to any other university or academic body.
DATE: AVANDHIKA JEROME
REG NO: SB21BMS005
IV
ACKNOWLEDGEMENT
I would like to place on Project Report my debt of gratitude to those who helped me in the
preparation of this project.
I thank Dr Alphonsa Vijaya , Principal and Dr. [Link], Director of St. Teresa’s College,
Ernakulam for permitting me to take up this opportunity of doing an in-depth study on
Consumer behaviour before buying cosmetic products.
I take this opportunity to express my deep sense of gratitude and whole hearted thanks to
[Link] Raj, Head of the department of Management Studies for guiding me in all stages of
this project, without whom this project would have been a distant reality.
I also thank my guide, Dr. Shobitha P.S for her constant support throughout the project.
Last but not the least; I extend my heartfelt thanks to my family and friends for their valuable
and proficient guidance and enormous support bestowed during the tenure of this exertion.
AVANDHIKA JEROME
V
EXECUTIVE SUMMARY
The cosmetics industry is a dynamic, constantly changing field that is greatly impacted by
customer behavior. We explore the complex variables influencing consumers' choices before
they buy cosmetics in this essay. Through an examination of the interactions between
psychological, social, and environmental factors, we hope to offer insightful information to
companies in this [Link] factors impact consumer behavior in the cosmetics
sector. The most important ones are packaging, price, product quality, and brand reputation.
Customers frequently rely on well-known brands that are reputable and effective. Furthermore,
ingredients are important, with a growing focus on natural and organic formulations in
cosmetic goods. Furthermore, internet evaluations and peer recommendations have a
significant impact, underscoring the significance of social validation in the decision-making
process of [Link] cosmetic industry's consumer behavior is largely influenced by
psychological considerations. Crucial roles are played by people's perceptions of their own
worth, their feelings, and the advantages of items. Trust and brand loyalty appear as important
psychological factors, with customers being drawn to brands that share their goals and beliefs.
Additionally, the symbolism associated with cosmetics—such as enhancing beauty or boosting
self-confidence—resonates powerfully with the psychological needs and wants of
[Link] are significant differences in consumer behavior throughout demographic
groups. Millennials and Gen Z consumers, in contrast to older generations, place a higher value
on diversity, sustainability, and authenticity when making purchases. In addition, customer
behavior is influenced by cultural norms, financial level, and geography, which emphasizes the
necessity for customized marketing techniques to reach a variety of consumer
[Link]' growing awareness of environmental issues has prompted a move toward
eco-friendly and sustainable cosmetics. Ethical factors, such cruelty-free procedures and
recyclable packaging, are becoming more and more important when making purchases.
Prioritizing environmental sustainability helps brands gain trust and reputation among
consumers who are becoming more environmentally [Link] manner that people buy
cosmetics has changed dramatically with the introduction of e-commerce. A large percentage
of cosmetic sales are driven by online platforms because they provide unmatched convenience,
a wide selection of products, and individualized recommendations. Personalized customer
attention, rapid gratification, and tactile encounters are still what make traditional brick-and-
mortar establishments valuable. To maximize customer reach and engagement, a multi-channel
VI
strategy that incorporates online and offline channels is therefore [Link] the cosmetics
sector, influencer marketing has become a powerful technique for influencing consumer
behavior. By utilising influencers' extensive reach and reliable reputation, brands can
successfully interact with their target audiences and establish genuine connections. However,
elements like influencer relatability, authenticity, and brand alignment are critical to the
success of influencer marketing initiatives. The cosmetics sector is characterized by complex
and multifaceted consumer behavior that is influenced by a wide range of elements, including
socio-cultural trends and psychological reasons. Cosmetic companies can create innovative
product offerings, sustainable practices, and focused marketing tactics that appeal to their target
audience by comprehending and adjusting to these consumer dynamics. In the end, attaining
long-term success and competitiveness in the fast-paced cosmetics business ultimately depends
on one's capacity to predict and adapt to changing consumer tastes.
VII
TABLE OF CONTENTS
Chapter No. Title Page No.
Acknowledgement IV
Executive Summary V
One Introduction 1
Introduction to the study 2
Statement of the problem 3
Literature review 3
Significance of the study 6
Scope of the study 7
Objective of the study 7
Theoritical framework 7
Research Methodology 8
Limitations to the study 9
Two Industry and product profile 10
Industry Profile 11
Product Profile 12
Three Data Analysis and Interpretations 15
Four Findings, Suggestions and 29
Conclusions
Findings 30
Suggestions 31
Conclusions 31
VIII
CHAPTER – 1
INTRODUCTION
1
CHAPTER -1
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
Consumer behaviour is a process in its early stages of development, the field was often referred
to as buyer behavior, reflecting an emphasis on the interaction between consumers and
producers at the time of purchase. Marketers now recognize that consumer behaviour is an
ongoing process, not merely what happens at the moment a consumer hands over money or a
credit card and in turn receives some good or service. If marketer wants concrete positioning
than the priority is to identify the consumers' buying behavior and marketer will be in better
position to target that products and services to consumer. Buying behavior is focused towards
the needs of individual, group and organization.
So, requirement is to have proper understanding related to relevance of those needs with
consumers buying behavior. It is important to determine the interaction of consumer with the
marketing mix to understand the consumer buying behavior. The reason behind that is the
psychology of each individual towards products and services differ according to the culture,
attitude, past learning and perception. On the basis of that consumers make further decision
regarding whether to purchase or not and from where to buy the product that the consumer
prefers. Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,
intentions, and decisions regarding the consumer's behavior in the marketplace when
purchasing a product or service.
The study of consumer behavior draws upon social science disciplines of anthropology,
psychology, sociology, and economics. If marketer wants concrete positioning than the priority
is to identify the consumers' buying behavior and marketer will be in better position to target
that products and services to consumer. Buying behavior is focused towards the needs of
2
individual, group and organization. So, requirement is to have proper understanding related to
relevance of those needs with consumers buying behavior. It is important to determine the
interaction of consumer with the marketing mix to understand the consumer buying behavior.
The reason behind that is the psychology of each individual towards products and services
differ according to the culture, attitude, past learning and perception. On the basis of that
consumers make further decision regarding whether to purchase or not and from where to buy
the product that the consumer prefers.
1.2 STATEMENT OF THE PROBLEM
Consumer behaviour refers to the behaviour that consumers display in searching for
purchasing, using, evaluating and disposing of products and services that they expect to satisfy
their needs. The study of consumer behaviour is the study of how individuals make decisions
to spend their available resources like time, money and effort on consumption related items. It
is the fundamental ingredient in the modern marketing methodology. The behavioural aspect
of a human being is linked with many factors like personal thinking, social expectations,
constraints, motivations and so on. Since the parameters are very wide, the buying behaviour
keeps on changing.
1.3 LITERATURE REVIEW
[Link]
Kumar, S. (2003) revealed that the majority of the consumers were highly enlightened and were
concerned about the quality of the products. He also revealed that the consumers, uniformly in
urban and rural areas, desired to have quality products at reasonable prices and trusted more on
the advice of the [Link] and Keller (2014:131) explained quality is a totality of the
feature and characteristic of the product or service which are able to satisfy the needs. Next,
according to Goetsch & Davis (1994) and Tjiptono & Diana (2003), the definition of quality is
a dynamic condition associated with product, service, human, and environment which is
fulfilling or exceeding the expectation. Moreover, quality is an ever-changing condition for
example what is considered the current quality is considered less qualified in the future
(Tjiptono dan Diana, 2003).
3
2. ELECTRONICS WORDS OF MOUTH
As stated by Livin et al. (2008) in Jeong and Jang (2011), electronic words of mouth (EWOM)
is the information of communication leads to the customers through the internet-based
technology affiliated with the utilization or the characteristic of a certain product or service.
Furthermore, Henning–Thurau, et al. (2004) postulated in their research, EWOM is a positive
or negative statement made by the potential customers, actual customers, and former customers
on the product or company through the internet.
3. PRODUCT PRICING
Finch et al., (1998), Potter (2000) and O'Connor (2003), and Shipley and Jobber (2001) have
mentioned that pricing is the only element of the marketing mix that produces income for the
firm, while all the others are related to costs. Diamantopoulos (1991) has also argued that price
is the most flexible element of marketing strategy in that pricing decisions can be implemented
relatively quickly in comparison with the other elements of marketing strategy. In spite of this
importance of pricing as an factor of the company's marketing strategy, there seems to be a
lack of interest among marketing academics on this issue, which has brought Nagle and Holden
(1995) to suggest that pricing is the most neglected element of the marketing mix. Within this
context, the empirical research that has been conducted on the field of pricing is very limited,
while this is even more evident in the case of services. However, the distinctive characteristics
of services (intangibility, heterogeneity, perish ability and inseparability) necessitate a closer
look at the way at which services are priced (Schlissel and Chasin, 1991; Zeithaml and Bitner,
1996; Kurtz and Clow, 1998; Langeard, 2000; Hoffman et al., 2002).
4. BRAND
Vikas Saraf (2003), in his study has found that brands are successful because the people prefer
branded products to ordinary products. In addition to the psychological factors, brands give
consumers the means whereby they can make choice and judgments. Customers can then rely
4
on chosen brands to guarantee standard quality and services. People believe that the brand itself
is something that changes consumer behaviour.
The American market association (2010) defines a brand as: "A name, term, design, sym- bol,
or any other feature that identifies one seller's good or service as distinct from those of other
sellers".
5. ADVERTISEMENT
Rodge T.R. (2001) in his study, “Influence of advertisement on consumers of different age
groups and areas” found that rural consumers attached more importance to the advertisement
and its impact, as compared to urban consumers. He also point out that rural consumers are
more influenced by electronic media than print media. Cosmetics Industry.
Advertising plays an important role in our everyday life. It mainly determines the image and
way of life and it has an impact on our thinking as well as on the attitude towards ourselves
and the world around us. Advertising shows us ready forms of behavior in a certain situation.
It determines what is good and what is bad. We buy what people say or "advise". I chose this
topic because it is very relevant today and it is interesting by its complexity and psychological
essence. Everyone, even without realizing it, is influenced by advertising. We do not notice
how it affects us. We have become slaves of scientific and technical progress, and advertising
uses that skillfully.
The pressure of advertisement is growing every day. A significant amount of money is spent
on advertising campaigns bringing to the companies multi-billion profits. Moreover, it is a
"product of the first necessity for any enterprise, aimed at a commercial success, and it is
becoming more and more expensive. According to statistics media the money spent on
advertising in Finland was 1313,1 million euro in 2012 and 1206,7 million euro in 2013.
(Finnish Advertising Council, TNS Gallup, Ad Intelligence 2014).
6. PACKAGING
Panwar (2004) defined packaging as the act of containing, protecting and presenting the
contents through the long chain of production, handling and transportation to their destinations
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in as good a state, as they were, at the time of production. Thus, packaging secures the contents
of the pack as it moves through different places. Product packaging serves as the first point of
interaction between a customer and a product. It encompasses the design, materials, and
presentation that encase and protect items for distribution, sale, and use. Beyond its practical
role in safeguarding products, packaging plays a crucial role in communicating brand identity,
conveying information, and influencing consumer purchase intentions.
7. PURCHASE INTENTION
Purchase intention is a desire of a customer on fulfilling the needs and a hidden wish in the
mind of the customer. The purchase intention of the customers has always concealed in every
individual that no one is able to know what the customers want and expect (Malik et al., 2013).
Furthermore, Rehman et al. (2014) mentioned the measurement steps in using the AIDA model,
which are: (1) Awareness, (2) Interest, (3) Desire, and (4) Action.
the research framework of the kind of thinking that provides the basis this research to its full
implementation is from the background the problems and of a study jointly conducted
theoretically that which is purposed to a committee to discuss and gave the background about
the product quality against purchase intention through e-words of mouth.
1.4 SIGNIFICANCE OF THE STUDY
The primary objective of the study is to identify the factors that affect the consumer’s behavior
towards cosmetic products so that it could help the Industry to maintain their place in the market
and can meet the required demands of the consumer regarding a particular product. In this way,
they could retain their existing customers and can even increase their customers. ➢ This study
identifies not only the factors that affect the consumers behavior for the purchase of cosmetics
but also provides an answer to the question that who are the users of such products by taking
into account the demographic variables like age, gender, income and occupation and also
examines the influence of various factors on the consumer while purchasing cosmetic products.
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1.5 SCOPE OF THE STUDY
The present study focuses on the behaviour of cosmetic consumers, which includes the
factors influencing the cosmetic buyers, the attitude of the users of cosmetic products and
reason for using cosmetic products.
This study covers all types of women consumers who use the three types of cosmetics that
are eye care, skincare and hair care. The study also focuses on the behaviour of women
who purchase cosmetics and use them in the geographical area of Ernakulam district,
without discrimination of age, income, education, occupation and place of residence.
The study analyses the purchase patterns and spending styles of people belonging to
different segments of Cosmetic consumers in Ernakulam City.
1.6 OBJECTIVE OF THE STUDY
To study the demographic profile of the Women Consumers and their preference for
cosmetics.
To study factors affecting buyers decision for purchasing cosmetic products.
To study purchase pattern of consumer for cosmetic products.
1.7 THEORITICAL FRAMEWORK
Product quality variables consisting of performance, features, reliability, perceived quality
have a significant effect on e-word of mouth of Telkomsel product.
e-word of mouth against the purchase intention of Telkomsel's products.
product quality variables consisting of performance, features, reliability, a perception
of quality to purchase intention of Telkomsel product.
product quality variables consisting of performance, features, reliability, perceived
quality of purchase intention through e-word of [Link].
7
1.8 RESEARCH METHODOLOGY
DATA COLLECTION
Data collection or data gathering is the process of gathering and measuring information on
targeted variables in an established system, which then enables one to answer relevant
questions and evaluate outcomes. The process of data collection typically involves defining
research question or problem, selecting the appropriate data sources and methods, designing
the data collection instruments, collecting the data, and organizing and analysing the data.
Effective data collection requires careful planning, attention to detail, and a clear understanding
of the research objectives. It is important to ensure that the data collected is accurate, reliable,
and relevant to the research question.
Additionally, it is essential to follow ethical guidelines for data collection, such as obtaining
informed consent from research participants and protecting their privacy and confidentiality.
When it comes to data collection, there are two methods that are commonly used by
researchers. These methods are classified as primary data collection methods and secondary
data collection methods.
Data collection methods for primary data include observation, interviews, questionnaires,
case studies, projective techniques, and schedules. Secondary data is data that already exists
and can be acquired through published or unpublished sources.
Published sources include government publications, public records, bank records, and so on.
Unpublished data sources encompass letters, diaries, unpublished biographies and work, and
so on.
The tool used by researcher for the primary data collection to understand impact of consumer
nehaviour before buying cosmectic products was through questionnaires.
Secondary data in research was used to find about the industry profile. It was also used for
introduction of the study and literature review. All secondary data related information has
been collected from previously done research papers, and credible internet websites.
8
1.9 LIMITATIONS OF THE STUDY
Time is the major limitation, which has affected the inferences drawn in the study.
Some of the respondents were reluctant to share the information with the researcher.
The study covers only the Ernakulam city.
The study is limited to 50 responses of Cosmetic consumers in Ernakulam city.
The study has been conducted based on the responses of the selected respondents of
Ernakulam city.
9
CHAPTER – 2
INDUSTRY AND PRODUCT
PROFILE
10
CHAPTER 2
INDUSTRY AND PRODUCT PROFILE
2.1 INDUSTRY PROFILE
Over the last decade, India has seen consistent growth in the personal care and cosmetics
market with increasing shelf space in boutiques and retail stores across the country. Many
multinational brands have entered the Indian market, primarily aided by dedicated support
structure and their respective pricing strategies. The Indian cosmetics industry is majorly
categorised into skin care, hair care, oral care, fragrances, and colour cosmetics segments.
By 2025, along with this growth, India will constitute 5% of the total cosmetics market and
reach the top five global markets in terms of revenue. Additionally, the market will continue to
rise strongly due to consumers' growing choice of speciality cosmetic products such as organic,
herbal, and ayurvedic items. Colour cosmetics, perfumes, specialised skin care, hair care, and
makeup cosmetics are the main industries predicted to increase. The market competition for
domestic brands is increasing due to a growing number of international companies entering the
Indian personal care and cosmetics market.
However, the bigger players in the industry like Dabur and Marico continue to dominate the
market due to the availability of ayurvedic and herbal cosmetic products in their respective
product portfolios. Due to the widespread belief among customers that foreign brands are of
higher quality; international cosmetics brands have had a significant impact on the Indian
market. Aspirational customers have been drawn to these brands, which have accelerated the
growth of the Indian market. Indian customers are switching from basic functional products to
more sophisticated and specialised cosmetic products, which is driving up demand for high-
end goods in India.
Many cosmetic brands like Lakme, Sugar, L'oreal,Nykaa, Mamaearth , Biotique and many
more like these have been present in India for quite some time now.
The cosmetic industry describes the industry that manufactures and distributes cosmetic
products. These include colour cosmetics, like foundation and mascara, skincare such as
moisturisers and cleansers, haircare such as shampoos, conditioners and hair colours, and
toiletries such as bubble bath and soap.
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2.2 PRODUCT PROFILE
MAYBELLINE
Maybelline is a well-known cosmetics brand that offers a wide range of beauty products
including mascara, lipstick, foundation, and eyeshadow. They are popular for their affordable
and high-quality makeup options available globally.
Maybelline offers a diverse range of products catering to various makeup needs. Some of their
popular products include:
Mascara: Maybelline is well-known for their mascaras, such as the "Great Lash" and
"Lash Sensational" lines, which offer volumizing, lengthening, and curling effects.
Lipstick: They offer a wide array of lipsticks in different finishes, shades, and formulas,
including matte, satin, and gloss.
Foundation: Maybelline provides foundations in various formulas like liquid, powder,
and stick, catering to different skin types and coverage preferences.
Eyeshadow: Their eyeshadow palettes come in a variety of color combinations, ranging
from neutral to bold, suitable for creating versatile eye looks.
Eyeliner: Maybelline offers eyeliners in different formats such as liquid, gel, and pencil,
allowing for precise application and long-lasting wear.
Concealer: They have concealers designed to cover imperfections, dark circles, and
blemishes, providing a flawless complexion.
NYKAA
Nykaa is an Indian e-commerce platform specializing in beauty and wellness products. It offers
a wide range of cosmetics, skincare, haircare, fragrances, and wellness products from both
international and Indian brands. Nykaa also has its own range of beauty products under the
brand name "Nykaa Cosmetics." The platform is popular among consumers for its vast
selection, competitive pricing, and user-friendly interface. Additionally, Nykaa operates brick-
and-mortar stores across India, providing customers with a seamless shopping experience both
online and offline.
Some of their popular products include:
Makeup: This category includes foundations, concealers, lipsticks, eyeliners, mascaras,
eyeshadows, blushes, and makeup brushes from various brands.
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Skincare: Nykaa offers skincare products such as cleansers, moisturizers, serums,
masks, sunscreens, and treatments targeting various skin concerns like acne, aging,
dryness, and sensitivity.
Haircare: You can find shampoos, conditioners, hair oils, hair masks, styling products,
and hair tools on Nykaa to address different hair types and concerns.
Fragrances: Nykaa carries a selection of perfumes and colognes for men and women
from both international and Indian brands.
Personal Care: This category includes products like body lotions, shower gels,
deodorants, and intimate hygiene products.
Wellness: Nykaa offers wellness products such as vitamins, supplements, herbal
remedies, and health foods to support overall well-being.
Men's Grooming: There's also a section dedicated to men's grooming products
including skincare, haircare, fragrances, and grooming tools.
Tools & Accessories: You can find beauty tools like makeup brushes, sponges,
hairbrushes, and grooming accessories on Nykaa.
LAKME
Lakme refers to a well-known brand in the beauty and cosmetics industry, particularly in India.
It offers a wide range of skincare, makeup, and beauty products. Founded in 1952, it has
become one of India's leading beauty brands, known for its quality products and extensive
range catering to various skin tones and types. Additionally, "Lakmé" is also the name of an
opera by Léo Delibes, which has inspired the brand's name.
Lakme offers a diverse range of beauty and skincare products, including:
Makeup: Foundations, concealers, blushes, lipsticks, eyeshadows, eyeliners, mascaras,
compact powders, and makeup removers.
Skincare: Cleansers, toners, moisturizers, serums, sunscreens, face masks, and facial
oils.
Haircare: Shampoos, conditioners, hair masks, serums, and hair oils.
Nail care: Nail polishes, nail strengtheners, and nail care accessories.
Bridal Makeup: Specialized makeup products and services tailored for bridal looks.
Professional Makeup: Products designed for makeup artists and professionals.
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MAMAEARTH
Mamaearth is a popular skincare and haircare brand that specializes in creating natural, toxin-
free products for both adults and babies. Mamaearth emphasizes using natural ingredients,
sustainable packaging, and being environmentally conscious in its approach to product
development.
Some of the products offered by Mamaearth include:
Baby Care: Gentle baby shampoos, baby lotions, diaper rash creams, baby washes,
and mosquito repellents.
Skincare: Face masks, face washes, moisturizers, serums, under-eye creams, and
sunscreen lotions.
Haircare: Shampoos, conditioners, hair masks, hair oils, and hair serums.
Men's Care: Specifically formulated products for men, including face washes,
moisturizers, beard oils, and hair care products.
Pregnancy Care: Products designed to cater to the needs of expectant mothers, such as
stretch mark creams, nipple creams, and body washes.
Wellness: Products like teas, supplements, and immunity boosters.
Personal Hygiene: Sanitizers, hand washes, and intimate hygiene washes.
14
CHAPTER - 3
15
CHAPTER 3
DATA ANALYSIS
Chart: 1
Age Group of Respondents
Interpretation: From the above diagram it was seen that majority of the respondents that is
44% of the respondents belong to the age group 21-30, 28% of the respondents belong to the
age group 41-50, 20% of the respondents belong to the age group below 20 and 8% of the
respondents belong to the age group 31- 40.
16
Chart: 2
Gender of Respondents
Interpretation: From the above diagram it was seen that majority of the respondents that is
96% belong to Female and 4% belongs to Male.
17
Chart:3
Respondent’s Occupation
Interpretation: From the above diagram it was seen that majority of the respondent that is
60% belong to student, 22% belong to employed, 10% belong to homemaker, 6% belong to
business and 2% belong to other.
18
Chart: 4
Purchase Frequency
Interpretation: From the above diagram it was seen that majority of the respondent that is
50% purchase cosmetic products monthly, 28% purchase cosmetic products quarterly, 20%
purchase cosmetic products yearly and 2% purchase cosmetic products weekly.
19
Chart: 5
Information about Cosmetic Products
Interpretation: From the above diagram it was seen that majority of the respondent that is
64% gets information from friends/family , 60% gets information from social media,44% gets
information from online reviews, 30% gets information from instore displays and 8% gets
information from other sources.
20
Chart:6
Types of Cosmetic Products
Interpretation: From the above diagram it was seen that majority of the respondent that is
74% usually buy skincare ,66% buy makeup products, 46% buy fragrance , 42% buy haircare
products, and 8% buy other products .
21
Chart: 7
Brand Importance
Interpretation: From the above diagram it was seen that majority of the respondent that is
64% says brand name is very important , 34% brand name says brand name is somewhat
important and 2% says brand name is not important .
22
Chart: 8
Concerns before buying cosmetic products
Interpretation: From the above diagram it was seen that majority of the respondent that is
78% consider budget before buying a new cosmetic product , 70% consider skin
concerns before buying a new cosmetic product , 66% consider skin type before buying a
new cosmetic product, 32% consider organic before buying a new cosmetic product, 16%
consider cruelty-free before buying a new cosmetic product.
23
Chart: 9
Preferences
Interpretation: From the above diagram it was seen that majority of the respondent that is
42% prefer buying cosmetic products in-store, 30% prefer buying cosmetic products online
and 28% do not have any preferences.
24
Chart: 10
Factors that influence to buy cosmetic products
Interpretation: From the above diagram it was seen that majority of the respondent that is
78% make their decision according to reviews,70% make their decision according to price
and brand ,42% make their decision according to ingredients and 20% make their decision
according to packaging.
25
Chart: 11
To try a new cosmetic brand
Interpretation: From the above diagram it was seen that majority of the respondent that is
84% says positive reviews make more likely to try a new cosmetic brand , 46% says samples
make more likely to try a new cosmetic brand ,38% says discounts make more likely to try a
new cosmetic brand, 26% says innovative products make more likely to try a new cosmetic
brand, 12% says celebrity endoresements make more likely to try a new cosmetic brand.
26
Chart:12
Spendings on cosmetic products
Interpretation: From the above diagram it was seen that majority of the respondent that is
62% spends Rs 500-1000 , 16% spends Rs 1000 – 2000, 12% spends below Rs 500 , 10%
spends >Rs 2000.
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Chart: 13
Different cosmetic brands
Interpretation: From the above diagram it was seen that majority of the respondent that is
28% prefer Maybelline, 26% prefer other brands, 32% prefer Nykaa and Lakme ,10% prefer
Mamaearth, 4% prefer sugar.
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CHAPTER – 4
FINDINGS, SUGGESTIONS AND
CONCLUSIONS
29
CHAPTER – 4
FINDINGS, SUGGESTIONS AND CONCLUSIONS
FINDINGS
i. The primary target market for cosmetic items is highlighted by the respondents' age
range of 21 to 30, which is dominated by women.
ii. A significant proportion of responders are students, suggesting that they may be frugal
shoppers.
iii. The relevance of group referrals and digital marketing in promoting skincare and beauty
products is suggested by depending on friends, family, and social media.
iv. Prioritizing factors include skin issues, price constraints, and brand reputation;
excellent evaluations are especially important when making decisions.
v. Omni-channel retail tactics are necessary as online channels gain popularity and in-
store shopping stays common.
vi. Consumer decisions are influenced by brand reputation, pricing, and reviews; these
factors represent a need for perceived quality, affordability, and transparency.
Decisions are also influenced by factors like ingredients and packaging, which reflects
a rising awareness of sustainability.
vii. Although well-known brands like Maybelline, Nykaa, and Lakme are popular, other
brands are equally appealing, highlighting the need of brand innovation and
distinctiveness.
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SUGGESTIONS
A company should market exclusive cosmetic products for both male and female consumers.
A marketer should build up a prompt distribution channel to avoid the problem of non – availability
of products.
A proper communication should be created with doctors, and beauticians and should involve in
advertisement to make them more attractive, affective and reliable.
Marketer should include your attitude and personal appeal in their advertising communication as
the consumer buy cosmetic products on their own.
CONCLUSIONS
The data analysis offers thorough insights into the various aspects of customer behavior in the
cosmetics sector. It is imperative for organizations to comprehend the inclinations, behaviors,
and incentives of diverse client segments in order to devise efficacious marketing tactics, create
inventive merchandise, and cultivate brand allegiance. Cosmetic companies may stay
competitive in the ever-changing market by utilizing these information to better position their
brands, match their products with consumer requirements, and take advantage of new trends.
Furthermore, in order for businesses to remain ahead of the curve and adjust to changing
consumer preferences in a highly competitive industry, they will need to do continuous market
research and solicit input from their customers.
In conclusion, companies in the cosmetic sector can position themselves for success,
successfully satisfy customer requests, and preserve a competitive edge in the market by
utilizing the insights obtained from the research and putting the recommended strategies into
practice.
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ANNEXURE
1. Your Name
2. Which age group you belong to ?
o Below 20
o 21-30
o 31-40
o 41-50
o >50
3. Your Gender
o Male
o Female
o Other:
4. Occupation
o Business
o Homemaker
o Student
o Employed
o Other
5. How often do you purchase cosmetic products?
o Daily
o Weekly
o Monthly
o Quaterly
o Yearly
6. Where do you usually get information about cosmetic products?
o Social media
o Online reviews
o Friends/Family
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o In-store displays
o other
7. What type of cosmetic products do you usually buy?
(select all that apply)
o Skincare
o Makeup
o Haircare
o Fragrance
o others
8. How important is the brand name when choosing a cosmetic product?
o Very important
o somewhat important
o not important
9. What do you consider before buying a new cosmetic product?(select all that apply)
o Skin type
o Skin concerns
o Budget
o Cruelty-free
o Organic
10. Do you prefer buying a cosmetic products online or in-store?
o Online
o In-store
o No preference
11. What factors influence your decision to buy a cosmetic product?(select all that apply)
o Price
o Brand
o Ingredients
o Reviews
o Packaging
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12. What would make you more likely to try a new cosmetic brand?(select all that apply)
o Samples
o Discounts
o Celebrity endorsements
o Positive reviews
o Innovative products
13. How much do you typically spend on a cosmetic product?
o below Rs.500
o Rs.500- Rs1000
o Rs1000-Rs2000
o Rs.2000
14. Which type of cosmetic brands do you look forward to buy?
o Maybelline
o Nykaa
o Lakme
o Revlon
o Mamaearth
o Sugar
o other
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