To study the major factors influencing in purchase of particular cosmetics. To study the cosmetics brand preferred by most women.

To determine the source from where the women get the information about cosmetics. To study the consumer perception towards cosmetics advertisement.

Consumer Buying Behavior

Consumer behavior is the study of when, why, how, and where people do or do not buy a product The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs

Need Recognition Information search Evaluation of Alternatives Purchase decision Purchase Post-Purchase Evaluation

The Need for cosmetic is generally seen as the self esteem need, where Indian women perceive beauty not just in terms of face, but also in terms of a fit body, confident attitude, and impressive personality. Thus Brand try to cater to this specific need with Taglines like L'Oreal Because I am Worth it. Maybelline May be she is born with it. May be its Maybelline.

Information Search & Alternative Evaluation

Major driving force to buy cosmetics Word of Mouth or Opinion Leaders (Peers, Friends, Beauticians) Advertising and Promotion are affective but in store displays do not have much impact In store Sales Girls(Beauty Consultants) exerts an influence over the purchase. However there are greater preference for tried and tested products The factor which influence the final purchase is Quality followed by price and Variety

Post Purchase Behavior

Satisfaction Dissatisfaction Cognitive Dissonance - have you made the right decision. This can be reduced by warranties, after sales communication

Culture & Sub Culture Factors Social Factors Personal factors

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

Routine Response/Programmed Behavior-Low involvement frequently purchased low cost items Limited Decision Making- Buying product occasionally. Extensive Decision Making - Complex high involvement, infrequently bought products. Impulse buying - no conscious planning.

HUMAN NEEDS MOTIVATION PRECEPTION LEARNING ATTITUDE

Increase in Disposable Income Changing Lifestyles Information Explosion

Sample Size and Design: Number of Working womens = 35 Number of Housewives = 45

Age Group 21- 30 31 - 40 Research Instrument: This work is carried out through self-administered questionnaires. The questions included were open ended, dichotomous and offered multiple choices.

1) Do you use cosmetics? Yes ( ) No ( )

Usage of Cosmetics by working women

14.28 % Yes No

85%

Interpretation: - 85% working women uses cosmetics regularly 14.28% are not using cosmetics.

2) Which cosmetics do you use? (Buying Behavior towards Brand) Branded ( ) Local ( )

Branded
20%

Local

80%

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

Branded
13%

Local

87%

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

(Buying Behavior towards specific Brand)

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

Ponds

Lakme
8% 11%

Ayur

Himalaya

others

27%

25% 29%

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.

Ponds

Lakme

Ayur
6%

Himalaya

Others

13%

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.

(Factors Influencing Buying / Using Cosmetics)

To improve your personality. ( ) Social influences () Fashion and status symbol ( ) Health point of view ()

For improving personality- 40%

Social influence-14%

Fashion and status symbol- 14% Health point of view-32%

32%

40%

14% 14% Interpretation: - 40% working womens 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.

For improving personality Fashion & status symbol

Social influences 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.

Brand

Price

Quality

Packaging

Availability

17% 29% 11% 23% 20%

Interpretation: - Brand is the most important factors which are considered by working womens while they buying cosmetics, than second important factor is quality of cosmetics, third is Price fourth is availability and last is packaging of cosmetics.

Brand

Price

Quality

Packaging

Availability

20% 13%

23%

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.

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

Beauticians Friends

Doctors Media

Shopkeepers

40%

31%

23%

1% 5%

Interpretation :- 40% working womens means mostly working womens 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.

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 .

General stores ( ) Exclusive cosmetics stores ( ) Beauty parlors ( ) Malls ()

General stores 20% Beauty store 22.8%

Exclusive stores 28.5% Malls 32 %

18%

31%

28% 23%

Interpretation: - Mostly working womens purchase their cosmetics from exclusive stores or cosmetic stores and 23% purchase from beauty stores and only 20% purchase from general stores.

General stores 23.2% Beauty stores 26.6%

Exclusive stores

17.0%

Cosmetics stores 33.3%

34%

23%

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.

50-100 ( ) 101- 500 () 501-1000 () 1000 + ( )

50-100 Rs.

101-500 Rs.
6%

501-1000 Rs.
14%

1000+ Rs.

22%

58%

Interpretation: - 58% working womens 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.

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 influence 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
15%

No

85%

Interpretation: - 85% working womens says that cosmetics advertisement helps them in deciding the specific brands of cosmetics just only 15% did not says that.

Yes
12%

No

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.

A) Herbal ( ) B) Non Herbal ( )

Type of cosmetics working women's buy most

Herbal
15%

Non-Herbal

85%

Interpretation: - 85% working womens mostly used herbal products of cosmetics only 15% womens use non-herbal products of cosmetics.

Herbal

Non-Herbal

23%

77%

Interpretation: - 77% housewives mostly used herbal products of cosmetics only 23% womens use non-herbal products of cosmetics.

IS WORKING WOMENS USES SAME BRAND OF COSMETICS FOR ALL EXISTING PRODUCT? Yes No

IS HOUSEWIVES USING THE SAME BRAND FOR ALL EXISTING PRODUCTS? Yes No

43% 57%

33%

67%

Interpretation: - 67% working womens using the same brands for all products and 33% using different brand for different product. ========================================================================== Interpretation: - 57% housewives using the same brands for all cosmetics products and 43% are not using the same brands for all cosmetics products.

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 5011000 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 womens 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 womens and housewives use the different brands mainly for all different products of cosmetics and their family member also as per need.

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 womens mostly prefer herbal products.

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 ()