INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :1.590

VOLUME 4, ISSUE 1, JANUARY 2016

CONSUMERS’ BRAND PREFERENCE AND BUYING BEHAVIOUR

OF COSMETIC PRODUCTS AT COIMBATORE CITY

Dr. T. NAGANANTHI 1 M. MAHALAKSHMI 2

1
Assistant Professor, Department of Commerce, LRG Government Arts College for Women,
Tirupur.
2
Assistant Professor, PG & Research Department of Commerce with CA, Hindustan College of Arts
and Science, Coimbatore.
ABSTRACT
Brand Preference reflects a desire to use a particular product or service even when there are
equally-priced and equally-available alternatives. The purpose of the study is to determine the
relationship between the demographic factors with the brand preference of respondents towards
branded cosmetics. The respondents are selected by convenient sampling method and data is
analyzed and interpreted with the help of statistical technique. Based on the analyses it is concluded
that Himalaya brand has a very good market and Brand choice. The family size and number of
earning members in the family of respondents do influence the brand preference.

Key words: Consumer Buying Behavior, Brand Preference, Cosmetics.

Introduction
Cosmetics refer to all of the produce to care for and clean the human body and make it more
beautiful. The main goal of such products is to maintain the body in a good condition, protest it from
the effects of the environment and aging process, change the appearance and make the body smell
nicer. The rising beauty concerns among both men and women are propelling the Indian cosmetics
industry, which has witnessed a strong growth in the last few years. The country‘s cosmetic sector
has, in fact, emerged as one of the markets holding immense growth potential. New product launches
catering to consumers‘ growing requirements will fuel growth in the industry, for which the future
outlook seems exceptionally bright.

Branding
Branding is assembling of various marketing mix medium into a whole so as to give an
identity. The aim of branding is to convey brand message vividly, create customer loyalty, persuade
the buyer for the product, and establish an emotional connectivity with the customers. Branding forms
customer perceptions about the product. Strong brands reduce customers‘ perceived monetary, social
and safety risks in buying goods/services. Strong brand organizations have a high market share and
should be given good support so that it can sustain itself in long run. It is essential to manage all
brands and build brand equity over a period of time. Here comes importance and usefulness of brand
management. Brand management helps in building a corporate image. A brand manager has to
oversee overall brand performance. A successful brand can only be created if the brand management
system is competent.

Brand Preference
Brand preference reflects a desire to use a particular company's product(s) or service(s) even
when there are equally-priced and equally-available alternatives. One of the indicators of the strength
of a brand in the hearts and minds of customers, brand preference represents which brands are
preferred under assumptions of equality in price and availability. Brand preference is important to

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companies because it provides an indicator of their customers' loyalty, the success of their marketing
tactics, and the strength of their respective brands.
Cosmetic Products

Cosmetic Products are referred as care substances which can be made of chemicals compounds or
natural substances to enhance appearance and odour of human body. These cosmetic products
beautify human appearance; today cosmetic products are in great demand because of self
consciousness and self personality aspects which are closely linked with human life. In the U.S.,
the Food and Drug Administration (FDA), which regulates cosmetics, defines cosmetics as "intended
to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the
appearance without affecting the body's structure or functions." This broad definition includes any
material intended for use as a component of a cosmetic product. The FDA specifically
excludes soap from this category.

Statement of Research Problem

Greater loyalty levels lead to less marketing expenditure because the brand loyal customers
promote the brand positively. Also, it acts as a means of launching and introducing more products that
are targeted at same customers at less expenditure. It also restrains new competitors in the market.
Brand loyalty is a key component of brand equity. Flourishing cosmetic Industry necessitates a
marketer to know the current trend of Indian Cosmetic Brands among Youth. As per the recent
survey by RNCOS, cosmetic Industry is really doing well and at the boom stage due to the influence
of western philosophy, cultures, aggressive marketing of cosmetic brand, concern for own beauty and
personality. The Indian cosmetic market is likely to register a compound annual growth rate (CAGR)
of around 17% during 2011-15. It is estimated that male cosmetic brands constitute 1/3rd of total
cosmetic market in India and this gives segment is likely to grow at CAGR more than 18% (RNCOS
report). So, in order to offer more insights on brand loyalty for cosmetics, the researcher has made a
sincere attempt to undertake the research.
Objectives

 To study the demographic and socio-economic status of consumers using cosmetic products,
 To identify the consumers‘ brand preferences towards cosmetics products,
 To determine the relationship between the demographic factors with the brand preference of
respondents towards branded cosmetics.

Research Methodology

The researchers have taken 200 samples through the convenient sampling method. The
period of the study was done from April 2015 to September 2015. They have collected the primary
data through the questionnaire with the component of demographic and functional variables.
Statistical tools such as Chi – square test and one-way ANOVA have been used to analyze the data
and to measure the consumers‘ brand preference and buying behavior of branded cosmetics. The
results were analyzed through the Statistical Package for Social Science (SPSS version – 16).

Limitations of the Study

This research and its results are only applicable to the respondents of Coimbatore, and are not
applicable to any other places. It is not generalized, the results are subject to change according to the
perception and opinion of the respondents, and some of the respondents were reluctant to give
responses.

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Literature Review

Nilofer (2004), in a study concludes that personality dimensions affect the advertisement
preferences to consumer behavior of women of different age groups. Strebel et al. (2004), proposed
that the probability of making a decision is significantly lower when consumers are frustrated with
the pace of technological change. Cadogan and Foster (2000), states that price is most important
concern for the average consumer preferred brand that why their purchasing intention is not affected
by price. Consumer satisfaction can also be built by comparing price with cost and values. If the
value of product is greater than cost, then customer will purchase the product. Yoon & Kim (2000),
specifies that loyal customers will pay a premium even if the price has increased because the risk is
very high, they prefer to pay higher price for avoid the risk of any change said by. Khraim (2011),
state that produce quality plays a very important role in influencing consumer to be brand loyal
customers. Consumers preferred brand name, product quality, price, promotion, store environment
and service quality are related factors attributable to brand loyalty. All these factors showed positive
relationship with brand loyalty, exclude design.

Analysis and Interpretation

Table: 1 Percentage Analysis
Particular Frequency Percent
Male 48 24
Gender
Female 152 76
Below 20 years 17 9
21-30 years 92 46
Age 31-40 years 62 31
41-50 years 23 11
Above 50 years 6 3
School level 34 17
Education Qualification Graduate 88 44
Post Graduate 63 32
Professionals 15 7
Student 46 23
Private Employee 71 36
Government employee 13 6
Occupation Business 22 11
Professionals 34 17
House wife 7 3.5
Agriculturist 7 3.5
Married 134 67
Marital Status
Unmarried 66 33
Nuclear Family 122 61
Nature of Family
Joint Family 78 39
2 members 21 11
3 members 54 27
Size of Family
4 members 83 41
Above 4 members 42 21

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Only 1 member 16 8
Number of Earning 2 members 47 23
members in the family 3 members 82 41
Above 4 members 55 28
Below Rs.10000 48 24
Household Income Rs.10001-30000 98 49
Rs.30001-50000 40 20
Above Rs. 50000 14 7
Source : Primary Data

Out of the total respondents 24% are male and 76% are female. The age group also has been
justified by the usage pattern. If we see the education profile of the respondents, 44% of them are
graduates. 32% of them have postgraduate degrees also. Balancing also is done in the occupation
category with 36% of the people being private employed, 23% being in the student category and 17%
being professionals. The table above represents the clear picture of Indian family system. 67% of the
respondents are married, and their family pattern is nuclear family. More than 41% of the families
have four members, which also matches the Gallup India census details. Around 49% of the
respondents fall in the income group of 10K-30K. 24% are in below 1OK and 20% of the people fall
under the income group of 30K to 50K. We can see that they are also nearly balanced and do not skew
towards any side.

Table- 2 Consumers’ Preference for Category of Cosmetic Products

S. No Opinion Frequency Percentage

1. Make-up 30 15
2. Personal Care 85 42.5
3. Both Make-up & Care 85 42.5
Total 200 100
Source: Primary Data

It has been inferred that 85 per cent of sample subjects have opined that they are using
personal care cosmetic products (42.5 per cent) and both make-up & care (42.5 per cent) respectively.
Cosmetic is generally related to make-up items in India and personal hygiene products (including bath
and shower products, deodorants etc.), hair care, skin care, colour cosmetics and fragrances etc. And
the remaining 15 per cent of respondents‘ consumers have said that they prefer buying make-up
cosmetics.

Table- 3 Consumers’ Opinion on Type of Cosmetics Preferred by them

S. No Type of Cosmetics Frequency Percentage

1. Herbal / Natural Cosmetics only 95 47.5
2. Chemical Cosmetics only 37 18.5
3. Both Herbal & Chemical 68 34
Total 200 100
Source: Primary Data

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The study concludes by stating that, 47.5 per cent of sample subjects have said that they
prefer using herbal / natural Cosmetics products. In India, herbs have been used in maintaining and
enhancing beauty since time immemorial. Plants and plant extracts in cosmetics are used for purposes
such as moisturising, whitening, colouring, sunscreen, antioxidant, immunostimulant, cleansing, etc.
Table- 4 Consumers’ Opinion on the Nature of Hair Care Products Consumed
Frequency Proportionate
S. No Product Category
(N=200) Percentage
1. Shampoo 117 58.49
2. Hair oil 99 49.58
3. Hair Dye 19 9.92
Source: Primary Data

From the above table it has been inferred that 58.49 per cent of consumers surveyed have said
that they regularly buy branded shampoos from the markets. Similarly, 49.58 per cent of cosmetics
consumers have said that they buy branded hair oil and 9.92 per cent of sample subjects have opined
that they prefer buying hair coloring agents like dye products.

Table – 5 Consumers’ Opinion on Nature of Face Care Products Consumed

Frequency Proportionate
S. No Face Care
(N=200) Percentage
1. Face wash 90 44.87
2. Face cream/Lotion 47 23.36
3. Fairness cream 55 27.56
4. Day Care and Skin Care 38 18.82
Source: Primary Data

The table above indicates that out of 200 respondents surveyed, 44.87 per cent of the
cosmetics consumers prefer using face wash, which is considered as modern substitute to the earlier
version of face care soaps consumed by Indians. Followed by 27.56 per cent of respondents have said
that they use fairness creams on regular bases and 23.36 per cent of respondents have been consuming
face cream / lotion and rests of the 18.82 per cent of the consumers have said that they buy day care
and skin care products that are generally used for preventing the skin from direct sun radiations,
protect the skin moistures, skin dullness, anti-aging, wrinkling etc.

Table – 6 Consumers’ Opinion on the Nature of Make-Up Products Consumed

Frequency Proportionate
S. No Make-Up
(N=200) Percentage
1. Face powder 137 68.40
2. Eye-liner 52 25.88
3. Lip stick 35 17.48
Source: Primary Data

The study observed that 68.40 per cent of cosmetics consumers have said that they have been
using compact powders for enrichment of their skin tones. On additional, it has been inferred that

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25.88 per cent of consumer have said that they use eye-liner for the beautification of their eyes and
17.48 per cent of cosmetics consumers have stated that they are using lipsticks.

Table – 7 Popular Brands of Cosmetics Consumed by Consumers

Frequency Proportionate
S. No Brand Name
(N=200) Percentage
1. Lakme 50 24.87
2. Biotique 16 7.90
3. Shahnaz Husain 10 5.21
4. Himalaya 67 33.61
5. Ponds 31 15.63
6. Jovees 12 5.88
7. Lotus 28 14.12
8. Banjaras 22 10.76
9. Garnier 21 10.42
10. Dove 21 10.26
Source: Primary Data

From the elaborate data analysis it has been inferred that Himalaya, Lakme, Ponds, Lotus,
Banjaras and Garnier are top five cosmetic products mostly sold in the Coimbatore regions. Further, it
has been commented that as stated in the above table, majority consumers prefer natural Cosmetics
products, so they prefer buying organic cosmetic brands.
Result of Chi-Square Analysis
Table- 8 Household Income Vs Frequency of Purchase
Frequency of Purchase Increases by Household Income
HOUSEHOLD
Daily Weekly Weekly Monthly Hardly at TOTAL
INCOME
twice once once time
Below Rs.10000 0 2 4 24 18 48
Rs.10001-30000 3 6 3 52 34 98
Rs.30001-50000 0 1 5 21 13 40
Above Rs. 50000 1 0 1 8 4 14
TOTAL 4 9 13 105 69 200

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 10.425 12 .579
Likelihood Ratio 11.950 12 .450
Linear-by-Linear Association .405 1 .524
N of Valid Cases 200

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The calculated value is more than the table value. Hence the null hypothesis is rejected and
alternate hypothesis is accepted. It can be concluded that there is no significant relationship between
their household income and frequency of purchase of their cosmetic products per month.

Result of ANOVA

Table – 9 Demographic and Socio-Economic Status of Consumers and its Influence on their
Preferences towards Cosmetics

Make-up Care Both Make-Up &

Variables (N:39) (N:92) Care (N:69) F Value Sig
Mean SD Mean SD Mean SD
Gender 1.795 0.409 1.793 0.407 1.696 0.463 1.192 .306
Age 2.385 1.016 2.500 0.818 2.696 0.959 1.667 .192
Educational Qualification 2.410 0.818 2.173 0.897 2.390 0.751 1.801 .168
Occupation 2.846 1.871 2.880 1.561 2.898 1.840 0.012 .989
Monthly Income 1.923 0.807 2.108 0.818 2.188 0.895 1.241 .291
Marital Status 1.307 0.467 1.315 0.467 1.362 0.484 0.249 .780
Nature of Family 1.461 0.505 1.347 0.488 1.405 0.494 0.794 .454
Size of the Family 2.179 0.823 2.902 0.852 2.811 0.927 9.827 .000
Number of Earning
2.487 0.942 2.891 0.919 3.087 0.799 5.742 .004
Members
Level of Significance: 5%

From the above table it has been inferred that probability value of ANOVA at 5 per cent level
does not establish good relationship between the variables tested. Since majority of the variables
tested were above probability mark of five per cent, the hypothesis framed stands rejected and it has
been concluded that the demographic and socio–economic status of consumers does not influences
their preference towards cosmetics. Since the usage of cosmetics among the modern men and women
is considered as a life-style necessary. However it is exceptional in the case of family size and
number of earning members of the family of consumers, where it has been observed that their
demographic and socio–economic status of consumers do influence their cosmetics buying behavior.
Findings and Suggestions
 The study results declare that modern day consumers (85 per cent) prefer to maintain their
youthfulness, health and beauty, thus, they prefer buying both personal care cosmetic
products and beauty products.
 Consumers prefer to use only natural and herbal products; hence the manufacturers may
concentrate more on herbal based cosmetic products.
 Under hair care products consumers use hair shampoo and hair oil in high which is herbal
based. It is obvious that shampoo is acting as a cleansing, drying, moisturizing and separating
agent but some time heavy use of shampoo leads to loss of hair, itching, thinning of hair etc.
So care must be taken while selecting the brands.
 Face wash is the major choice of consumers among face care products. Face powder is the
most preferable item among make-up and care products.
 Most popular brand is Himalaya herbal products which offer all the kind of Cosmetic
products nowadays.

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 There is no relationship between Income and spending money for purchasing Cosmetics
products per month by consumers. The consumers are ready to make expenses irrespective of
their family monthly income.
 Demographic and Socio-economic factors have influence on Consumers buying behavior
towards branded cosmetics products.

Conclusion
Cosmetic market is one of the best growing market sections which have been competitive and
grown continually during the past few years. Our research is aimed to investigate the brand
preference and buying behavior of cosmetic consumers who live in Coimbatore city. And we can
conclude that Himalaya brand has a very good market and Brand choice. Consumers prefer both
make-up and care cosmetics which is purely herbal products or non-chemical products.

References
1. Catogan, J.W., & Foster, B.D. (2000), Relationship selling and customer loyalty: An
Empirical investigation, Marketing Intelligence and Planning, 18(4), 185-199.
2. Khraim, H.S. (2011), The Influence of Brand Loyalty on Cosmetics Buying Behaviour of
UAE Female Consumers, International Journal of Marketing studies, 3(2), 123-133.
3. Nilofer, (2004), A Study on the Effect of Presently on Advertisement and Consumer
Behaviour and Rural consumers in Kavali Mandal, Indian Journal of Marketing, 34(1), 15-
9.
4. Strebel, J., Kathleen, O‘Donnell, & Myers, J.G. (2004), Exploring the Connection between
Frustration and Consumer Choice Behaviour in a Dynamic Decision Environment,
Psychology and Marketing, 21(12), 1059-1076.
5. Yoon, S.J., & Kim, J.H. (2000), An Empirical validation of a Loyalty Model based on
expectation and Disconfirmation, Journal of Consumer Marketing, 17(2), 120-136.
Websites
1. www.managementstudyguide.com
2. www.rncos.com

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