WINTER PROJECT

ON
“To carry out a comparative study of perceptions of housewives
and Working ladies towards cosmetics products. “

Submitted To: - Submitted By:-

Mr. V.S. Solanki sir Annu Malik

Institute of Productivity & Management (Meerut)

2009-2011
 ACKNOWLEDGEMENT
Before i get into the thick of the things i would like to add a few heartful words for
the people who gave unending support right from the stage the idea of the research
was conceived. We express our deep sense of gratitude & sincere thanks to those
who have helped us in developing this research work. It is impossible to put out or
classify the assistance; it is the feeling that matters, & not the value.

First of all i would like to express my sincere gratitude to Mr. V.S Solanki Sir for
giving us an opportunity to do this research & extent his kind co-operation.

Deepest appreciation & thanks goes to respective families for their patience &
understanding, friends & classmates for their insight comments throughout the
research.
 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 India too has not remained far behind in the

development and frequent usage of Cosmetics. Household utility like haldi

chandan, basan, Upton 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- 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 has 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 o 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.

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 represented be an

Unorganized, with the balance largely imported. The June 98 budget halved duties to

50R Lakme has 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. Worldwide, deodorants is

The largest market followed by skin care, shampoos and toothpaste. HLL has

Launched a couple of products in this segment. Unorganized, with the balance largely

Imported .The June 98budget halved duties to 50R Lakme ha a minor presence in the

segment. Perception of damage to skin on account of chemical ingredients restricts

.
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. Worldwide, 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.

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 levels of Toothpaste/powder

in urban areas 3 X that in the rural areas. Traditionally 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.
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.

HAIRCARE OILS

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 distribute

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 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 Oriflamme 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 problem 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 brands

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 consumers 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 contrived 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 area 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 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 behavior 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 behavior refer to the behavior that consumer displays in

searching for, purchasing using, evaluating and is posing of products and services

that they expect will satisfy their needs. They study of consumer behavior 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 consider 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

economies 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

LEARNING

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.

PERCEPTION

Perception is the process by which organisms interpret and organize sensation to

produce a meaningful experience of the world. Sensation usually refers to the

immediate, relatively unprocessed result of stimulation of sensory receptors in the

eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes

one's ultimate experience of the world and typically involves further processing of

sensory input. In practice, sensation and perception are virtually impossible to

separate, because they are part of one continuous process. (for example, light)

with the perceiving organism.

LEARNING
Learning is the lifelong process of transforming information and experience into

knowledge, skills, behaviors, and attitudes.

ATTITUDE

Predisposition or a tendency to respond positively or negatively towards a certain

idea, object, person, or situation. Attitude influences an individual's choice of

action, and responses to challenges, incentives, and rewards (together called

Stimuli). Four major components of attitude are (1) Affective: emotions or

feelings. (2) Cognitive: belief or opinions held consciously. (3) Conative:

inclination for action. (4) Evaluative: positive or negative response to stimuli.

 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 “To carry out a comparative study of perceptions of

housewives and Working ladies towards cosmetics products”.

1. To study the major factors influencing in purchase of particular cosmetics.

2. To study the cosmetics brand preferred by most women.

3. To determine the source from where the women get the information about
cosmetics.

4. To study the awareness level of harmful effects of cosmetics

5. To study the consumer perception towards cosmetics advertisement.

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 “comparative study of

perceptions of housewives and Working ladies towards cosmetics products in

Modinagar.

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 "To carry out a comparative study of perceptions

of housewives and Working ladies towards cosmetics products. The consumer’s

survey was conducted in Modinagar. Data is collected women’s who are living in

Modinagar 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 (80)

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

Secondary sources of data

Area Covered

Interview and Questionnaire

Internet and Magazines

Modinagar

Questionnaire

Types of Question

Close Ended/Open Ended

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. Thus, analysis involves the refinement and manipulation of

data. Basically involves. Bringing the raw data in to measured data. Summarizing

the data easy readable form. In the present project report data has been graphically

presented by pie diagrams.

e) Tools of Analysis: Percentage and Bar Diagram.

f) 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

ANALYSIS OF RESPONSES GIVEN BY, NON-WORKING AND
WORKING WOMEN

Number of Working women’s = 35

Number of Housewives = 45

1) Do you use cosmetics?

Yes ( ) No ( )

Usage of Cosmetics by working women

Yes No

10%

90%

Interpretation: - 85% working women uses cosmetics regularly 14.28% are not using
cosmetics.
 usage of cosmetics by housewives
Yes No

16%

84%

Interpretation: - 84% housewives are using cosmetics products and only 16% is not
using cosmetics.

2) Which cosmetics do you use?

• Branded ( )
• Local ( )

Kind of cosmetics usage by working womens

Branded Local

20%

80%
Interpretation: - 80% working women’s using branded cosmetics only 20% are using
local cosmetic products.

Kind of cosmetics usage by housewives

Branded Local

13%

87%

Interpretation: - 87% housewives are using branded cosmetics only 13% using local
cosmetics products.

3) Which of the following Brands do you prefer for cosmetics?

 Ponds ( )
 Lakme ( )
 Ayur ( )
 Himalaya ( )
 If other, please specify____________
 Brands of cosmetics preferred by working women most
Ponds Lakme Ayur Himalaya others

7%
11% 27%

25%

29%

Interpretation: - 29% working women’s using cosmetics of lakme and 27%are using
products of ponds,25% are using Ayur products,11% are using Himalaya, and only7%
are using the products of any other brand i.e Nivea,Revlon,joy.

Brands of cosmetics which are preffered by housewives

most
Ponds Lakme Ayur Himalaya Others

6%
12% 22%

32% 27%
Interpretation:-22% housewives using cosmetic products of Ponds, 27% are using
lakme products, 32% using Ayur because of their reasonable price with effective
quality, 13% are using Himalaya products and only 6% are using others brands.

4) Reasons for buying and using cosmetics are

• To improve your personality. ( )

• Social influences ( )
• Fashion and status symbol ( )
• Health point of view ( )

Reason for buying cosmetics by working womens

For improving personality-40% Social influence-14%
Fashion and status symbol- 14% Health point of view-
32%

31%
40%

14%
14%

Interpretation: - 40% working women’s using cosmetics for improving personality,

14% using because of social influences, 14.2%using for fashion and status symbol,
31.4% for health point of view.
 Reason for buying cosmetics by housewives
For improving personality Social influences
Fashion & status symbol Health point of view

17%
27%

22%

34%

Interpretation: - 27% housewives are using cosmetics for personality improvement,

34% using because of social influence, 22% using for fashion and status symbol, 17%
using because of health point of view.

5) What factors do you consider while purchasing cosmetics?

• Brand ( )
• Price ( )
• Quality ( )
• Packaging ( )
• Availability ( )
 Factors behind buying decision by working women's
Brand Price Quality Packaging Availability

17%
29%

11%

23% 20%

Interpretation: - Brand is the most important factors which are considered by

working women’s while they buying cosmetics, than second important factor is
quality of cosmetics, third is Price fourth is availability and last is packaging of
cosmetics.

Factors Behind buying decision by housewives

Brand Price Quality Packaging Availability

20% 22%

13%

27%
17%
Interpretation:- Price is the most important factor which is considered by
housewives while they purchase cosmetics products, second most important factor
is brand of cosmetics than third factor they considered is availability fourth is
quality and last factor that they considered is packaging.

6) What are the sources that make you aware of cosmetics?

• Beauticians ( )
• Doctors ( )
• Shopkeepers ( )
• Friends ( )
• Media ( )

sources that makes working women's aware of cosmetics

Beauticians Doctors Shopkeepers

Friends Media

31%
40%

1%
5%
22%
Interpretation :- 40% working women’s means mostly working women’s get the
information about cosmetics from media according to my survey, 31% getting
information from beautician and 23% getting references from their friends, 5%
getting information from their shopkeepers and just only 1% they references the
doctors regularly.

Sources of information for housewives

Beautician Doctors shopkeepers Friends Media

18%

42% 7%

4%

29%

Interpretation:- 42% housewives get the information about cosmetics from media
according to my survey, 18% getting information from beautician and 29% getting
references from their friends, 4% getting information from their shopkeepers and
just only 7% they references the doctors .
7) From where do you purchase cosmetics?
• General stores ( )
• Exclusive cosmetics stores ( )
• Beauty parlors ( )
• Cosmetics stores ( )

working women's purchase cosmetics from

General stores 20% Exclusive stores 28.5%

Beauty store 22.8% Cosmetics stores 28.5%

20%
29%

28%
23%

Interpretation: - Mostly working women’s purchase their cosmetics from exclusive

stores or cosmetic stores and 23% purchase from beauty stores and only 20%
purchase from general stores.
 Housewives purchase cosmetics from

General stores 23.2% Exclusive stores 17.0%

Beauty stores 26.6% Cosmetics stores 33.3%

23%
33%

17%

26%

Interpretation: - Mostly housewives purchase their cosmetics from cosmetic stores

i.e. 34% and 26% purchase from beauty stores and only 23% purchase from general
stores only 17% purchases from exclusive stores.

8) How much on an average do you spend on cosmetics?

• 50-100 ( )
• 101- 500 ( )
• 501-1000 ( )
• 1000 + ( )
 Working women's spend on cosmetics per month

50-100 Rs. 101-500 Rs. 501-1000 Rs. 1000+ Rs.

6%
14%

22%

58%

Interpretation: - 58% working women’s spend 501-1000 Rs per month and 22%
spend in between 101-500 Rs. 14% spend in between only 50-100 Rs. and only 6%
spend more than 1000 Rs. Per month.

Housewives spends on cosmetics per month

50-100 Rs. 101-500 Rs. 501-1000Rs. 1000+ Rs.

11% 11%

22%

56%
Interpretation: - 56% housewives spend 501-1000 Rs per month and 22% spend
in between 101-500 Rs. 11% spend in between only 50-100 Rs. And also 11%
spend more than 1000 Rs. Per month

9) Do you think cosmetics advertisements help you to decide on type

And specific brand of cosmetics?

Yes ( ) No ( )

Cosmetic ad helps working womens in deciding the specific

brand of cosmetics?

Yes No

15%

85%

Interpretation: - 85% working women’s says that cosmetics advertisement helps

them in deciding the specific brands of cosmetics just only 15% did not says that.
 Cosmetics ad helps housewives in deciding the specific brands
of cosmetics?

Yes No

12%

88%

Interpretation :- 88% housewives says that cosmetics advertisement helps them in

deciding the specific brands of cosmetics, but 12% says these ads did not helps
them.

10) What type of cosmetics do you buy?

A) Herbal ( )
B) Non Herbal ( )
 Type of cosmetics working women's buy most

Herbal Non-Herbal

15%

85%

Interpretation: - 85% working women’s mostly used herbal products of cosmetics

only 15% women’s use non-herbal products of cosmetics.

Type of cosmetics products used by housewives

Herbal Non-Herbal

23%

77%

Interpretation: - 77% housewives mostly used herbal products of cosmetics only

23% women’s use non-herbal products of cosmetics.
11) Do you use the same brand of cosmetics for the entire existing product?
Categories in cosmetics?
Yes ( ) No ( )

Is working women,s uses same brand of cosmetics for all

existing product?
Yes No

33%

67%

Interpretation: - 67% working women’s using the same brands for all products and
33% using different brand for different product.

Is housewives using the same brand for all existing

products?
Yes No

43%

57%

Interpretation: - 57% housewives using the same brands for all cosmetics products
and 43% are not using the same brands for all cosmetics products.
12) Does variety of cosmetics of a particular brand create a healthy?
Impression on your mind about the quality of cosmetics?

Yes ( ) No ( )

Does cosmetics of a particular brand creats a healthy

impression on working women's?
Yes No

21%

79%

Interpretation: - 79% working women’s says that cosmetics products which they are
using are create a healthy impression on them only 21% are not agreed.
 Does a brand of particular cosmetics products creata a healthy
impression on housewives?

Yes No

36%

64%

Inter
pretation: - 64% housewives say that cosmetics products which they are using are
create a healthy impression on them only 36% are not agreed.

13) Does all your family members use same brand of cosmetics
• Same ( )
• Different ( )

Does working women's all family members using same

brand of cosmetics?
Same Different

45%
55%
Interpretation: - 45% working women’s family members using same brands of
cosmetics and 55% family members using different brands of cosmetics.

Housewives all family members using the same brands of

cosmetics?

Same Different

42%

58%

Interpretation: - 58% housewives family members are using same brands of

cosmetics and 42% family members using different brands of cosmetics.
FINDINGS
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, and
then by non-working women.

 Nearly, all the females use branded products.

 Cosmetics are generally used for improving their looks and personality,
Cosmetics now days have 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

 Friends and media play a very important role in making females aware of
cosmetics.

 Cosmetics are generally purchased from cosmetics stores by all the two
categories of females.

 Working women and housewives mostly spend in between 501-1000 Rs. per
month spend more on cosmetics.

 Advertisements play a role in helping customer decide on specific brand

of cosmetics.

 There is trend to use herbal cosmetics. Due to the awareness, the ill- Effects are
being considered while buying them that are why mostly women’s prefer
herbal cosmetics.

 Creating variety of cosmetics of a particular brand of herbal products creates a

healthy impression in the mind of customers to a considerable extent.

 Both working women’s and housewives use the different brands mainly for
all different products of cosmetics and their family member also as per need.
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.

 Proper attention should be given to make cosmetics free of after effects.

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.

 Companies should focus on herbal products manufacturing because women’s

mostly prefer herbal products.
 LIMITATIONS OF THE STUDY

 The study was confined to some areas of MODINAGAR only.

 Time was the major constrain. Only limited sample size (80) was
possible for such research on such a period of time.
 Interaction with the respondents was also limited due to their busy
work.
 There was a chance that respondent will make assumptions while
filling the questionnaire.
QUESTIONNAIRE

I, Annu Malik, am pursuing PGDM from Institute of productivity &

Management, Meerut and doing winter project that is related to market
research. It is requested to you give answer of following questions

PERSONAL DETAILS

Age: 18 – 24 ( ) 25-32 ( ) 33-45 ( ) 46 – 55 ( ) 55 + ( )

Education:-

Occupation
Working Woman ( ) Non- Working Woman ( )

Family Income (Annual)

Upto 150000 lakhs ( )
150001- 300000 lakhs ( )
300001 – 500000 lakhs ( )
500001 lakhs + ( )

Name ________________________
Address (Locality) _________________________________________
Contact number_____________________

1) Do you use cosmetics?

Yes ( ) No ( )

2) Which cosmetics do you use?

• Branded ( )
• Local ( )

3) Which of the following Brands do you prefer for cosmetics?

 Ponds ( )
 Lakme ( )
 Ayur ( )
  Himalaya ( )
 If other, please specify____________

4) Reasons for buying and using cosmetics are

• To improve your personality. ( )

• Social influences ( )
• Fashion and status symbol ( )
• Health point of view ( )
• Psychological satisfaction ( )

5) What factors do you consider while purchasing cosmetics?

• Brand ( )
• Price ( )
• Quality ( )
• Packaging ( )
• 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?

• 50-100 ( )
• 101- 500 ( )
• 501-1000 ( )
• 1000 + ( )
9) Do you think cosmetics advertisements help you to decide on type
and specific brand of cosmetics?

Yes ( ) No ( )

10) What type of cosmetics do you buy?

A) Herbal ( )
B) Non Herbal ( )

11) Do you use the same brand of cosmetics for the entire existing product?
categories in cosmetics?

Yes ( ) No ( )

12) Does variety of cosmetics of a particular brand create a healthy?

Impression on your mind about the quality of cosmetics?

Yes ( ) No ( )

13) Does all your family members use same brand of cosmetics
Same ( )
Different ( )
 BIBLIOGRAPHY

Books:-
1. Research Methodology written by C.R.Kothari.

2. Marketing Management written by Philip Kotler.

Websites:-
1. www.google.com