MARKETING RESEARCH

COSMETICS & MALE

GROOMING
 PROBLEM DEFINING
• THE PROBLEM OF THE MANAGEMENT IS TO FIND
OUT THE BUYING BEHAVIOUROF THE STUDENTS.

• AND TO IDENTIFY THE DIFFERENT SEGMENTS

AMONG THE POPULATION TO TARGET THE
SEGMENT.

• FIND OUT IF THEY ARE READY TO PAY FOR THE

CHANGES IN PRODUCT.
 RESEARCH OBJECTIVE
• THE OBJECTIVE OF THE RESEARCH
PROJECT IS TO SOLVE THE MANAGEMENT
PROBLEM

• CONSUMER BEHAVIOUR, SEGMENTATION

• SO THAT THEY CAN LEAD TO BETTER

MANAGEMENT DECISIONS WITH THE
RESEARCH WORK.
 RESEARCH DESIGN
• POPULATION = 550
• NO. OF SAMPLES = 1
• SAMPLE SIZE =60
• SAMPLING METHOD = RANDOM
SAMPLING

• MALES – 44 (73%)
• FEMALES- 16 (27%)
 QUESTIONNAIRE

..\..\mix document\We are conducting

 ..\..\New Folder\mimd.xls
• CODED DATA
..\..\New Folder\excel mr.xlsDATA
ANALYSING
SAMPLES WHO USE OR BUY
COSMETICS

1 Female

male
3

93% yes 93%

yes
no 7%
41 7% no 15
 FREQUENCY SHOWING
PURCHASE OR USAGE OF
COSMETICS
MALE FEMALE
DAILY
4 38
%
23% ONCE A
17 10 daily
oncea week
23%
6 WEEK
`
once a month 16%

7 10 less frequent
38% 19%
ONCE A
3 MONTH
19
3 %
LESS
FREQUE
NT
24%
SOURCE OF PURCHASE
MALE FEMALE

2 7 LOCAL SHOP 1 LOCAL SHOP

16% 6%
DEPARTMENT DEPARTMENT
14 STORE 66
6
STORE 56%
EXCLUSIVE EXCLUSIVE
SHOPS 32 SHOPS 38%

21 OTHERS 9 OTHERS
5%
SAMPLES WHO HAVE USED
INTERNET AS A SOURCE OF
PURCHASE
MALE FEMALE

1
4
YES 9% YES
6%
NO 91% NO
15 94%

40
 SOURCES OF INFORMATION
NON
MALE RESPON FEMALE
DENT 2%
1 TV
64%
NON
2 1 RESPONDENT
2
TV
RADIO 75%
12 2 RADIO
1% 12
GEN NEWS 12.5%

28 GEN PAPERS
12.5%

1 NEWS 27% OTHERS

PAPERS
OTHERS
6%
 NEWSPAPER MOST
FREQUENTLY READ
MALE
FEMALE

TIMES OF 68% TIMES OF 75%

22 INDIA 2 INDIA
DECCAN DECCAN
4 HERALD 14% HERALD 12.5%
30 2 12
ECONOMIC ECONOMIC
12.5%
TIMES 9% TIMES
6 INDIAN INDIAN
EXPRESS 4.5% EXPRESS
OTHERS OTHERS
4.5%
TIME SPENT ON LISTENING TO
COMMERCIAL RADIO STATION
Male FEMALE

more then two

1 hrs
male
abt an hr a day
5 6
3
5 a few times a
12
more then two hrs
week
5 abt an hr a day
a few times a week less then few
less then few times a week
times a week
6 don’t listen
6 Slice 5
16
Slice 6
TIME OF DAY WHEN SAMPLES
VIEW TELEVISION MOST
FREQUENTLY
MALE FEMALE
male

6 6 2 7 9
morning MORNING
15
noon
evening NOON
prime time
EVENING
15 others
PRIME TIME
OTHERS
RANGE OF POCKETMONEY OF
SAMPLES
MALE FEMALE

8 16 2
<5000 8 <5000
5000-10000 5000-10000
>10000 6 >10000
20
 PROPORTION OF INCOME
SPENT ON COSMETICS
MALE FEMALE

4 2

0_24% 4 12 0_24%
25_49% 25_49%
>50% >50%
38
SAMPLES WHO WANT A
CHANGE IN PRODUCT
FEMALE
MALE

3
9
81
%
YES 80% YES
NO NO
35 20% 19%
13
 TYPES OF CHANGES
PREFERED BY SAMPLES
MALE FEMALE

NON
RESPONDENT
male S
2 3 IMPROVED
QUALITY
2 3
7 non respondents
improved quality 3 CHANGES IN
change in price
PRICE
17 improved packaging

15 new product
IMPROVED
8 PACKAGING

NEW
PEODUCT
SAMPLES WHO ARE READY TO
PAY FOR CHANGES IN
PRODUCT
MALE FEMALE

7 3
2
NON NON
RESPONDENT RESPONDENT
YES YES

NO NO
34 14
PERCENTAGE OF INCOME THAT
SAMPLES ARE READY TO PAY
FOR CHANGES
MALE FEMALE

2 1 2
5 non
1 non
8 respondents respondents
0_24%_ 0_24%_

24_49% 24_49%
29 12
>50% >50%
 NULL HYPOTHESIS

• Frequency of buying is independent of gender

• Proportion of income spent on cosmetics independent
gender
• Extra money paid for the changes are independent by
gender
• Frequency of buying cosmetics is independent on money
 RESULT OF THE HYPOTHESIS
HYPOTHESIS TRUE/ NOT TRUE

1ST HYPOTHESIS TRUE

2nd HYPOTHESIS TRUE

3rd HYPOTHESIS TRUE

4TH HYPOTHESIS TRUE

GRAPHICAL REPRESENTATION OF
BUYING FREQUENCY & INCOME
LEVELS
9
8
7
6
5 <5000
4 5000-10000
3 >10000
2
1
0
D W M LF
 INTERPRETATION OF THE BAR
GRAPH
• AS SHOWN IN THE GRAPHICAL REPRESENTATION
WE CAN SAY THAT THE DAILY BUYER ARE
MAXIMUM FROM THE INCOME LEVEL (5000-10000).

• AS SHOWN IN THE GRAPHICAL REPRESENTATION

WE CAN SAY THAT A PERSON BUYING ONCE A
WEEK ARE MAXIMUM FROM (5000-10000).

• AS SHOWN IN THE GRAPHICAL REPRESENTATION

WE CAN SAT THAT RESPONDENT BUYING ONCE IN
A MONTH ARE MAXIMUM FROM (<5000).
GRAPHICAL REPRESENTATION OF
INCOME LEVEL AND AMOUNT
SPEND 1= >5000
2= 5000 -10000
3=<10000
25

20

15
0-24%
25-49%
10
>50%
5

0
1 2 3
 SEGMENTATION ACCORDING
TO OUR SURVEY
• According to Gender – Male & Female
• According to frequency of buying cosmetics –
Daily, Once a week, Once a month, Less
frequently
• According to income levels – Under 5000, 5000
– 10000, Above 10000
• According to income level and buying frequency
– Daily users who falls under the income of 5000
– 10000
 SEGMENTATION ACCORDING
TO OUR SURVEY
• According to income level and buying frequency
– Daily users, once in a week who fall under the
income of above 10000
• According to income level and buying frequency-
the low frequency category also can be
segmentation
RECOMMENDATIONS
Targeting of the segmented market
• As we have segmented the market we can know
target the different segments with different
strategies..
• MALES : as we can say that males is different
market they use and buy cosmetics .. So we
can put up different advertisement for different
segments like for male say we can promote
about the different uses of our product .
• FEMALES: we can advertise it as a gift item
May be with some attractive packaging.
 TARETING MARKETS ON BUYING
FREQUENCIES
• DAILY: as they are the maximum users of our product
we can retain our position in their mind with time to time
advertisement or may be with some loyalty programs
• ONCE IN A WEEK: as they buy may be only once in a
week we can try and start with some sales promotion
and educate them with the benefits of our product.
• ONCE IN A MONTH: as they use or buy our product
only once in a month our strategies have to be totally
different for them may be they are the bulk purchasers
who buy at once . Here we can come up with may be
some combo pack. As this segments hold maximum of
our female market.
 ACCORDING TO DIFFERENT INCOME
LEVEL AND PROPORTIN OF AMOUNT
SPEND

• LESS THEN 5000,5000-10000,<10000 -

WHO SPENDS 0-24% they are one of the
largest buyers of our cosmetics so we can time
to time introduce some loyalty program for this
section
• 5OOO-10000 - WHO SPENDS 25-49% this
segment can be encouraged for buying our
product as they spends a major part of their
income on our product may be with some
attractive schemes and programs.
 ADVERTISIMENT ALLOCATION

• By analysing the pie chart we get to no

that people purchase cosmetics mostly at
exclusive shops and departmental stores.
• We recommend the company to have its
own exclusive shops and also that the
products are available in all departmental
stores.
 Channels of Advertisement
Source of Male Female
Advertise

News paper Times of India Times of India

Tv Noon, Prime Prime Time

time &
Evening
Radio An hour app. An Hour app.

The Company should advertise through these sources continously at the

specific time given above as these sources are followed by consumers mostly.
 Recommendations
• Since most of our respondents want a
change in our product, the type of change
they are looking for is improved quality,
change in price and better packaging.

• Considering their needs , we can come

out with new products or may be
reposition ourselves as an elite brand by
promoting it exclusively with Celebrities,
Brand ambassadors & some exclusive
shops.
• This Presentation is done by –
• Ritesh
• Nishchit
• Deepak
• Sudhir
• Ashish