CONSUMER BEHAVIOUR ON COSMETIC

PRODUCTS AMONG COLLEGE

STUDENTS
A project report submitted to the Kannur University in partial
fulfillment of the requirement for the award of degree of
MASTER OF COMMERCE
(2013-2015)
By

THEJUS V PRAKASH

REG.NO. B3PCOM3320
UNDER THE SUPERVISION AND GUIDANCE OF

MISS DEEPTHY JOSEPH

(DEPARTMENT OF COMMERCE)

DEPARTMENT OF COMMERCE

DON BOSCO ARTS AND SCIENCE COLLEGE,

ANGADIKADAVU, IRITTY - 670706
 DECLARATION

I THEJUS V PRAKASH, student of 4th Semester M.Com, Don Bosco Arts

and Science College Angadikadavu, hereby declare that the project entitled
“CONSUMER BEHAVIOUR ON COSMETIC PRODUCTS AMONG
COLLEGE STUDENTS” is an authentic and original work done by me
under the guidance and supervision of MISS. DEEPTHY JOSEPH,
Assistant Professor, Department of Commerce, in partial fulfillment of the
requirements for the award of Degree of Master of Commerce of the
Kannur University.

I also declare that this report has not been submitted by me fully or partly
for the award of any other Degree, Diploma or any other recognition earlier.

Place: Angadikadavu

Date: 20-05-2015

2
 DEPARTMENT OF COMMERCE
DON BOSCO ARTS AND SCIENCE COLLEGE,
ANGADIKADAVU, IRITTY - 670706

CERTIFICATE

This is to certify that the project report entitled “CONSUMER

BEHAVIOUR ON COSMETIC PRODUCTS AMONG COLLEGE
STUDENTS” is a record of genuine work done by the candidate THEJUS
V PRAKASH during the period of his study at Don Bosco Arts and Science
College, Angadikadavu, Iritty - 670706, in partial fulfillment of
requirements for the award of the degree of Master of Commerce of the
Kannur University, 2015.

This report has not previously formed the basis for the award of any degree,
or any other similar title by the candidate.

Place: Angadikadavu MISS DEEPTHY JOSEPH

Date: 20-05-2015 SUPERVISOR

3
 DEPARTMENT OF COMMERCE
DON BOSCO ARTS AND SCIENCE COLLEGE,
ANGADIKADAVU, IRITTY - 670706

CERTIFICATE
This is to certify that the project report entitled “CONSUMER
BEHAVIOUR ON COSMETIC PRODUCTS AMONG COLLEGE
STUDENTS” is a record of genuine work done by the candidate THEJUS
V PRAKASH during the period of his study at Don Bosco Arts and Science
College, Angadikadavu, Iritty - 670706, in partial fulfillment of
requirements for the award of the degree of Master of Commerce of the
Kannur University, 2015 under the supervision and guidance of MISS.
DEEPTHY JOSEPH, Assistant Professor, Department of Commerce.

This report has not previously formed the basis for the award of any degree,
or any other similar title by the candidate.

Place: Angadikadavu

Date: 20-05-2015

4
 ACKNOWLEDGEMENTS

I sincerely wish to express my deep sense of gratitude to all who helped me

to complete project work. First and foremost I than the God almighty, for
his blessing and grace for the successful completion of the project work.

I acknowledge my gratitude to the Principal, Fr. Martin Augustine, Don

Bosco Arts and Science College Angadikkadavu, for giving me an
opportunity to undertake this venture.

I also extend my sincere thanks to Mr. Roshin Thomas, Head of The

Department and all other staff members of the department of Commerce,
Don Bosco Arts and Science College Angadikkadavu for making available
to me their valuable advice and sincere co-operation for the completion of
study during the academic period.

I also wish to express my thanks to my guide Miss. Deepthy Joseph, Asst.

Professor , Department of Commerce for here valuable advice and timely
assistance during the period of study.

I express my gratitude to all the students who comes under the area of my
study

I am indebted to my beloved parents and other family members for your

grate support and care.

THEJUS V PRAKASH

B3PCOM3320

5
 CONTENTS
SL. NO TITLE PAGE NO

List of Tables

List of Charts

Chapter 1 Introduction 1 – 09

Chapter 2 Review of literature 10 – 12

Chapter 3 Industry Profile 13 – 32

Chapter 4 Analysis and Interpretations 33 – 68

Chapter 5 Summary, Findings, Conclusions & 69 – 73

Suggestions.

Bibliography

Appendix

6
 LIST OF TABLES
SL. NO TITLE PAGE NO

4.1 Gender wise classification of respondents 33

4.2 Classification on the basis of locality 34

4.3 Beauty consciousness of students 36

4.4 Usage of cosmetic products among college students 37

4.5 Kinds of cosmetic products preferred by students 39

4.6 Important elements for buying cosmetic products 40 - 41

4.7 Brand preference for cosmetic products 42

4.8 Classification of cosmetic products according to 43

importance

4.9 Opinion regarding whether consumer check warning

45
and harmful effects of cosmetic products

4.10 Opinion regarding long lasting effects of cosmetic

products 46

4.11 Opinion about most appreciated services of cosmetic

47
company

4.12 Students spending towards cosmetic products 49-52

4.13 Spending pattern of students towards cosmetic 50 - 51

products

4.14 Influence of media on purchasing of cosmetics 52 - 53

4.15 Students recommendation for purchase of cosmetics 54

7
4.16 Opinion regarding whether students continue to buy 55
cosmetics if the company charges an exorbitant price

4.17 Purchase Centre 57

4.18 Influence of factors in the purchase of a cosmetic 58

product

4.19 Determinants of trust worthiness of cosmetic brand 60

4.20 Students response towards climatical changes and 61

usage of cosmetics

4.21 Favourite brand recommended by the students for 62

skin care

4.22 Favourite brand recommended by the students for 64

hair care

4.23 Frequency of shopping in a month 65

4.24 Response towards the products offered by the 67

cosmetic company

4.25 Satisfaction level of cosmetic users 68

8
 LIST OF CHARTS
SL. NO TITLE PAGE NO

4.1 Gender wise classification of respondents 34

4.2 Classification on the basis of locality 35

4.3 Beauty consciousness of students 36

4.4 Usage of cosmetic products among college students 38

4.5 Kinds of cosmetic products preferred by students 39

4.6 Brand preference for cosmetic products 42

4.7 Classification of cosmetic products according to 44

importance

4.8 Opinion regarding whether consumer check warning

45
and harmful effects of cosmetic products

4.9 Opinion about most appreciated services of cosmetic

47
company

4.10 Students spending towards cosmetic product

48
4.11 Students recommendation for purchase of cosmetics
54
Opinion regarding whether students continue to buy
4.12
cosmetics if the company charges an exorbitant price 56

4.13 Purchase centre 57

4.14 Influence of factors in the purchase of a cosmetic 59

product

9
4.15 Determinants of trust worthiness of cosmetic brand 60

4.16 Students response towards climatical changes and 61

usage of cosmetics

4.17 Favourite brand recommended by the students for 63

skin care

4.18 Favourite brand recommended by the students for 64

hair care

4.19 Frequency of shopping in a month 66

4.20 Satisfaction level of cosmetic users 68

10
 CHAPTER I

INTRODUCTION
Each of us is a consumer, every consumer consume different commodities and
services from birth to death. Understanding the behavior of a consumer is a key to
the success of business organizations, because consumer is the most important
part of a business. Without consumer no marketing takes place. Marketing
personnel are constantly analyzing the pattern of buying behavior and purchase
decision to predict the future trends. Consumer behavior can be explained as the
analysis of how, when, what, and why people buy. It blends elements from
psychology, sociology, social anthropology and economics. It attempts to
understand the buyer decision making process both individually and in groups. It
studies characteristics of individual consumer such as demographics and a
behavior variable in an attempt to understand peoples wants. It also tries to asses
influences on the consumer from groups and society in general.

This project is based on the aspect of consumer behaviour with respect to

cosmetics products among college students in Kannur District.

The word “cosmetics “is derived from the Greek word kosmetikos which means
“skilled at decorating “. Cosmetics colloquially known as makeup or make-up are
care substances used to enhance the appearance or odor of the human body. 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."

Consumers buy products according to their needs, preferences and buying power.
Consumer buying behaviour depends on his perception, self-concept, social and
cultural background and their age and family cycle, their attitudes, beliefs values,
motivation, personality, social class and many other factors that are both internal
and external. Specifically, the attitudes of consumers can have a significant effect
on buying behaviour.

11
All of us have an inherent love of beauty. The rapid economic growth, coupled
with the huge development of cosmetics industry, contributes to the significant
changes of cosmetics consumer behavior. Cosmetics have become a routine tool
for make one more presentable. With the expansion of social group and rising
income beauty consciousness among people has changed. Cosmetics entered into
life on daily uses .The act of beautifying appearances not only becomes a distinct
way to express ones image but also a pattern to show respect to other people. The
increasing fashion and beauty consciousness as a natural outgrowth of rising
incomes diversify cosmetics demands. This potential has not only attracted
international cosmetics company but also led to more domestic cosmetic producer
trying to enter market.

Cosmetics are generally mixtures of chemicals compounds some being derived

from natural sources, many being synthetics. Cosmetics products are the part of
Fast Moving Consumer Goods (FMCG) industry. In some words we can say that
cosmetics products are the backbone of Fast Moving Consumer Goods (FMCG)
industry .As per the time passes away the demand of cosmetics products are also
increasing day by day and future of these products are also very bright and
profitable. There was a time when a consumer not spends too much amount on the
personnel care products. But in those days, they are not only eager for spending
more money on the cosmetics products, but at the same time they are looking for a
good and prestigious brand for the particular product. Modern media and
advertisement plays an important role in the increasing of demand of cosmetics
products. People of metro cities are too much brand conscious but if we look at
the people of semi urban and rural areas, they are also looking for a good brand
for the particular products.

Make up is something indispensable for those people who are conscious about
their beauty. Today various cosmetics brands are available in the market. Indian
Cosmetics industry also developed. This study is done for getting a deep
knowledge and idea about Indian cosmetics sector and to know the consumer
buying behavior towards cosmetic product.

12
1.1 STATEMENT OF THE PROBLEM

The process of buying decision by consumers on certain products is an important

issue that previous researchers have studied years ago and still continues until
present days. The Indian cosmetics industry has witnessed rapid growth over the
last couple of decades. Beauty business in India is growing gradually. So it is
necessary to study the purchase behavior of cosmetics products which varying
time to time. This project will examine the Consumer behavior on cosmetics
products among college students in Kannur.

1.2 SIGNIFICANCE OF THE STUDY

The present study is basically meant to examine and assess the consumer
behaviour towards cosmetics products. Cosmetic industry is one of the fastest
growing industry, because most people use make up to enhance their beauty. It is
anticipated that the outcome of the study will certainly contributes towards better
understanding of the changing perception and behavior of buyers. Therefore the
study will be helpful to the companies who enter into market and also to various
retailers who want to expand sale

1.3 SCOPE OF THE STUDY

The cosmetics and beauty products in India widened tremendously. The study
analyses buying behavior and spending style of college students towards
cosmetics products. The scope of the study will focus on respondents of both male
and female with age between 18-22 years from five different colleges in Kannur.
It covers both urban and rural cosmetics users.

13
1.4 OBJECTIVES OF THE STUDY

Following are the objectives of the study –

1) To analyze different factors involved in the purchase decision of

cosmetics.
2) To study the spending pattern of cosmetics consumers
3) To assess how brand influences the purchasing decision of consumers.
4) To examine the influence of advertisements on consumers buying
behavior.

1.5 RESEARCH METHODOLOGY

In common words research means to search for knowledge. One can also define
research as a scientific and systematic search for information on a specific topic.
In fact research is an art of scientific investigation.

Research methodology is the way to systematically solve the research problems. It

describes the procedure which has been used in the research. The present study
titled ‘Consumer behavior towards cosmetic products among college students’ has
been designed as an analytical and descriptive study. This study is largely
descriptive and analytical. The required data for the study was collected from
primary and secondary sources. Primary data was collected from college students
from five different colleges in Kannur district.

1.5.1 RESEARCH DESIGN

A research design is purely and simply the frame work or plan for the study that
guides the collection and analysis of the data. It is a blue print that follows in
completing a study. Research is the plan, structure and strategy of investigation
conceived to us to obtain answer to research question and control variance.

14
1.5.2 AREA OF THE STUDY

The study is conducted at Kannur District in Kerala state.

1.5.3 SOURCES OF DATA

Both primary and secondary data were collected for the purpose of study.

1.5.3.1 PRIMARY DATA

Data that has been collected from first-hand-experience is known as

primary data. Primary data has not been published yet and is more reliable,
authentic and objective. Here primary data is collected from 50 respondents
of various colleges in Kannur by a pre-standard questioner.

Details of the colleges of the respondents

Name of the college No. of samples

DB College Angadikadavu 10

Sibga College Irikkur 10

E.M.S College Kunnoth 10

ITM College Mayyil 10

M.G College Iritty 10

TOTAL 50

15
1.5.3.2 SECONDARY DATA

Secondary data means data which are already collected for other purpose. Here
secondary data was collected from books and magazines which help to understand
the consumer behaviuor. Some other sources of secondary data collection is
internet searching. Internet is also used as a tool for secondary data.

1.5.4 POPULATION

The population selected for the study is students from Kannur District in Kerala
State.

1.5.5 SAMPLE SIZE

Sample size means number of persons to be surveyed. Here sample size consists
of 50 respondents of Kannur District.

1.5.6 SAMPLING TECHNIQUE

The sampling technique used in this study is convenience sampling. A

convenience sampling is one in which the only criterion for selecting the sampling
units which is convenience of thee sampler.

1.5.7 TOOLS FOR DATA COLLECTION

In this study questionnaire is used to collect data from customers. The

questionnaire contains multiple choice questions, rating scale questions, ranking
scale questions, etc.

16
1.5.8 TOOLS FOR DATA ANALYSIS

a) PERCENTAGE METHOD
The tool which is used for the data analysis is percentage. Percentage is a number
or ratio expressed as a fraction of 100. It is often denoted using the percent sign
“%”. Percentage is used to express how large or small one quantity is relative to
another quantity. The formula used to calculate percentage is

Percentage = Amount/Total* 100

b) RANKING METHOD
Ranking method is a non-quantitative method of comparing different alternatives.
In statistics “ranking” refer to the data transformation in which numerical or
ordinal value are replaced by their rank when the data are stored. Ranks are
related to the indexed list of order statistics, which consist of the original dataset
rearranged into ascending order. A ranking is a relationship between a set of items
such that, for any two items, the first is either ‘ranked higher than’, ‘ranked lower
than’, or ‘ranked equal to’ the second. In mathematics, this is known as a weak
order or total preorder of objects. It is not necessarily a total order of objects
because two different objects can have the same rankings. The rankings
themselves are totally ordered.

c) LIKERT SCALE ANALYSIS

The likert scale is one the most widely used attitude scaling technique. In this
approach, the respondents are asked to indicate his degree of agreement or
disagreement with each of the series of statement that are related to the objects in
questions.

Normally the likert scale is expressed in the terms of five categories, although
three and seven are sometimes used. The usual description for the five categories
is:-

 Strongly agree
 Agree

17
  Neutral
 Disagree
 Strongly disagree
The three scale categories used here included:

Agree high

Neutral Average

Disagree Low

Each point of the scale carries a score. The choice between the two ordering of
score for an item depends on whether ‘agree’ indicates a favourable or
unfavourable attitude. Sometimes it will be expressed positively, so that indicate a
favourable attitude and sometimes negatively, so that answer indicate an
unfavorable attitude. To make that total score meaningful; positive answer must
be scored in one order and negative one in reverse order.

The procedure for developing a likert scale is as follows,

1. The first step is to collect a large number of statements relevant to the

study.
2. The respondents are asked to indicate their response on the five point
scale.
3. The response to various statements are scored in such a way that a
response indicate of the most favourable attitude is given in the highest
score say 5 and that with the most unfavourable attitude is given the lowest
score say 1, the mark are multiplied with number of respondents of each
category.
4. The total marks of each statement are obtained by adding marks that
received for separate statements.
5. The total marks of each statement are divided by the sample size i.e. 50.
Thus we get the mean. Mean is the range of 1-2-3-4-5.

18
1.6 PERIOD OF STUDY

The duration of the study was from 1st December to 20th May 2015

1.7 CHAPTER SCHEME

CHAPTER 1: INTRODUCTION

CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 3: INDUSTRY PROFILE

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

CHAPTER 5: SUMMARY, FINDINGS, SUGGETIONS & CONCLUSIONS.

1.8 LIMITATIONS OF THE STUDY

Following are the limitations of the study:

1) The study was conducted on a limited number of samples. So conclusions

may not be universally true

2) Data provided by the respondents need not be always true, their perceptions
may change on new experiences.

3) The response from students may consist personal bias and prejudices that
will affect the reliability of data.

19
 CHAPTER II

REVIEW OF LITERATURE

The literature review of any field forms the foundation upon which all future
research work will be built. A literature review is a description of the literature
relevant to a particular field or topic. This is often written as part of a thesis
proposal, or at the commencement of a thesis. A critical literature review is a
critical assessment of the relevant literature

Christian Courtin (2003) from Clarins states that purchasing power of men is
greater than what company aimed. As Jeff Falk mentioned in GCI magazine
(2009) that, “Women are more emotional in terms of their product purchasing
habits, whereas men are drawn to technical, functional things”.

According to Nair and Pillai (2007), Asian market found out to be the biggest
emerging market. The Asia Pacific market’s value is up to more than US$70
billion which is the second highest after the Western European market.

Talking about the market, Didier Villanueva, MD, L’Oreal India (2007), says,
“The Indian middle class is growing rapidly and so is its demand for the best
quality products. Today they want to use the international brands whether they are
mass market or premium”

A study by Voss and Parasuraman (2003) suggests that the purchase preference
is primarily determined by price than quality during pre-purchase evaluation.
Given explicit quality information, price had no effect on pre-purchase or post-
consumption quality perceptions. Instead, post consumption quality evaluations
had a favourable impact on price evaluations.

Another study by Chernev (1997) analyzed the effect of common features on

brand choice and the moderating role of attribute importance. It is argued that
when brand attributes differ in importance, with the best value on the most
important attribute,

thus further polarizing brands‟ choice shares. In contrast, when attributes are
similar in their importance, common features are likely to have an opposite effect,
equalizing brands share.

Russo and France (1994), studied the nature of the choice process for commonly
purchased nondurables by tracking eye fixations in a laboratory simulation of
supermarket shelves. The findings are fully compatible with the general view that
the choice process is constructed to adapt to the immediate purchase environment.
While describing about shopping orientation,

Sinha (2003) reports that Indian Shoppers seek emotional value more than the
functional value of shopping. Their orientation is based more on the entertainment
value than on the functional value. The orientation is found to be affected
primarily by the type of store, the frequency of buying and to some extent by the
socio-economic classification. The retailers need to experiment with a format that
attracts both types of shoppers. Research suggests that beauty consciousness
among people in general is changing.

Vigneron and Johnson (1999) reported that people's needs for appearances and
materialism were increasing. That is human beings wanted to satisfy the need to
look and feel good. This created a boom in the cosmetic and toiletries sector
across the world.

Kurti Shah (2009) reveals that failure to understand the dynamic buyer behavior
and improper allocation and coordination of resources will lead the organization
to great losses. The better marketers are at understanding consumer behavior, the
more successful they will be at influencing consumers‟ purchase behaviour.

Christian Courtin (2003) from Clarins states that purchasing power of men is
greater than what company aimed.

21
Jeff Falk (2009) that, “Women are more emotional in terms of their product
purchasing habits, whereas men are drawn to technical, functional things”.

So many studies were conducted on the topics consumer behaviour and cosmetic
products. Now a days cosmetics is an inevitable part of human life especially on
youths. The consumer perception on cosmetics is changing every time. So I
conducted a study on the topic consumer behaviour on cosmetic products among
college students in Kannur district which have not been studied by any
researchers.

22
 CHAPTER III

INDUSTRY PROFILE

3.1 COSMETICS MEANING

Cosmetics are care substances used to enhance the appearances odor of the human
body. They are generally mixtures of chemical compounds some being derived
from natural sources many being synthetic.

The general term ‘cosmetics’ is applied to all preparations used externally to

condition and beautify the body, by cleaning, colouring, softening, or protecting
the skin, hair, nails, lips or eyes. Cosmetics are, therefore, products intended to be
applied to the human body for cleansing, beautifying, promoting attractiveness or
altering the appearance without affecting the body's structure. This broad
definition includes any material intended for use as a component of a cosmetic
product. The growth of cosmetics and beauty products markets has become
significant as consumers are increasingly becoming aware of appearance, beauty,
grooming and the choice of personal care products.

In the U S the Food and Drug Administration which regulates cosmetics, define
cosmetic as “intended to be applied to the human body for cleaning, beautifying,
promoting attractiveness or altering appearance without affecting the body
structure or functions.” This broad definition also includes any material intended
for use as a component of a cosmetic product. The FDA specifically excludes soap
from this category.

3.2 HISTORY

The history of the cosmetic industry includes very dark chapters in European and
Western countries from about six countries back. Mixture and pastes were then
used to whiten the face, a practice which remained popular till over four hundred
years later. The early mixtures that were used in Europe for this purpose were so
potent that they often led to paralysis, strokes or death. In that era, another method
that was employed to make the skin appear fairer was to bleed oneself using
leeches.

Up to the late nineteenth century, women in Western countries may have secretly
worn make-up made from mixture of household products, as make-up was then
deemed the domain of film stars. Cosmetics were only openly put up for sale in
the early part of the twentieth century for the first time. Tanned or darker skin
tones became popular only as late as the early twentieth century. It was in this era
that tanning the skin became a popular lad.

The history of cosmetics in the 1930s and 1940s shows how the fashion or trend
respect to lipstick color was changed annually, getting darker and closer to red
every passing year.

Cosmetics products were once the sole domain of film personalities and stage
actors. The use of cosmetics in those eras was restricted to the purpose of creating
a dramatic effect.

However, with the passage of time, women started using cosmetics to highlight
their facial features as well. In India beetroot was used to redden the cheeks, while
in Western countries, certain chemicals were used to darken the hair. Finally,
because of the world-wide demand for make-up for the average person, cosmetics
finally became available for sale to the common man. Some common cosmetics
include lipsticks, blush-on or rouge as it is sometimes known, eyeliners, mascaras,
foundations and eye shadows.

Lipsticks are made using color pigments, oil, waxes and often fragrances as well.
Different cosmetics companies also add various other substances to create other
effects with lipstick. The oldest use of lipstick can be traced back to almost five
thousand years ago, when women of the Mesopotamian culture and of the Indus
valley civilization are believed to have crushed semi-precious stones and mixed
them in to a paste to apply to the lips for added color. Through the countries,
lipstick remained popular with women of different cultures and while some

24
ancient lipstick manufacturing techniques employed the use of potent and toxic
chemicals, other used vegetables or animal extracts. Today, a wide range of
lipstick is available in the cosmetic market to cater to the various needs of the
consumer. There are organic and natural lipsticks are the most popular cosmetic in
the cosmetic market today.

Perfume is another popular cosmetic product. It is a fragrant mixture made using

various oils and aromatic compounds. Usually every perfume manufacture keeps
the exact combination of ingredients a secret, especially in the case of perfumes
that are manufactured by large brand names. Rouge or blush-on is a cosmetic
which is used to redden the cheeks. In ancient times, women resorted to pinching
their cheeks, or using the extract of mulberries, beetroot or other such extracts to
color their cheeks and acquire healthy look. Typically women use this product to
highlight cheekbones but newer make-up techniques involve using rouge to add
color to the apple of one’s cheeks. Rouge is available as a pressed powder or as a
cream based paste.

Eye liner is used to emphasize the shape of the eyes. Today there are many kinds
of eyeliners like liquid eyeliners, or kohl and kajal, all of which can be used to
create different effects and looks. Smoky eyes and the gothic look are in vogue
nowadays and these looks can be created using kohl over and under the eye with
metallic gold or silver eye shadow.

3.3 OVER VIEW OF INDIAN COSMETIC INDUSTRY

The Indian economy, Asia's third-largest, has been growing briskly at above 8
percent for the last couple of years. Indian cities dominate a new catalog of the
world's fastest-growing 100 cities in terms of, with three cities in top the 10.
Globally, despite the worldwide economic slump, the care market in India has
been growing at 13 percent per annum. The personal care product market is
valued at USD 5.7 billion; its wellness service market was assessed at USD 2.9
billion in 2010.

25
The personal care industry is directly aligned to the demographics of the region
that it serves. With the median age at 25 years, India is among the world’s
youngest nations, as compared to 43 years in Japan n and 36 years in the US. In
addition, the country’s population base of 1.2 billion is estimated to rise to 1.5
billion by the end of 2030. Urbanization will also increase by 45 percent in the
next 30 years. In recent times, Indian consumers have been looking for newer
shopping experiences and products. Consumer concentration has shifted from
traditional offerings to new generational ones; for instance, demand for soap cakes
has shifted to liquid soaps, and shaving creams to foams and gels. It is quite
evident that the cosmetics and toiletries industry in the developed markets is close
to saturation and growth has slowed down.

Meanwhile, countries such as India, with its growing economy, offer a lucrative
market for large multinationals. As per a recent study by the Confederation of
Indian Industries (CII), the Indian color cosmetics and skin care markets have
been increasing for the last two years and have recorded a growth rate of 20
percent in 2010. Consequently, this market has already experienced the entry of
several brands, including MAC Cosmetics, Channel, Givenchy, Versace, Red
Earth, The Body Shop, Christian Breton, Art Deco and MAX Factor. Several of
the foreign players are expanding; for instance, Baccarose is expanding its Parcos
brand cosmetics stores, as are the MKP and Cosmos brands. This report
demonstrates that now is just the right time for global cosmetics and skin care
companies to participate in the growth story.

According to some researchers the Indian personal care industry will witness 25
percent growth rate in the next few years. The Emerging Market Forum declared
that the per capita income of India is expected to increase about 18 times by 2039,
while disposable income for households is estimated to grow three times by 2025.
Globalization, rise in incomes, greater awareness about self needs and a change in
Indian Personal Care Industry-2012 consumption patterns of households are the
accelerating factors behind this rapid growth. However, even with double-digit
growth rates, penetration of cosmetics and toiletries products is very low. Current
per capita expenditure on cosmetics is about USD 1, compared to USD 36.65 in

26
the other Asian countries. This low market penetration for cosmetics and personal
care products offers an immense opportunity. India’s B and C class towns have
mass-market product users and are yet to see much focused approach from
vendors. This is a segment that presents a big opportunity for brands both national
and international. Further, there is a huge scope for international and national Spa
chains as most of the spas are concentrated in the Southern part of the country.

The second big opportunity is that some major European cosmetic retailers are
looking for distributors and third-party manufacturers to set up joint ventures in
the country. In fact after China, India is being seen as a strong manufacturing hub
and a good source for natural ingredients. The country’s personal care sector is
characterized by high volumes and low prices of cosmetic products. The ultimate
winners would be those that ensure better value offerings to meet the needs of the
Indian consumer.

The Indian cosmetic market, which comprises of skin care, hair care, color
cosmetics, fragrances and oral care categories, has outperformed world’s leading
cosmetic markets in terms of growth in the recent past. The Indian cosmetic
market has started witnessing rampant growth driven by improved spending
power and rising consumer awareness about cosmetic products amid growing
beauty consciousness.

The Indian cosmetic Industry has witnessed rapid growth in the last couple of
years, growing at a Compound Annual Growth Rate (CAGR) of around 7.5%
between 2006 and 2008, according to market analysts. With improving purchasing
power and increasing fashion consciousness, the cosmetics industry is expected to
maintain the growth momentum during the period 2009-2012 with a projected
growth at a Compound Annual Growth Rate (CAGR) of around 7%. The average
consumer spending on cosmetics in India is much lesser than any other part of the
world. This implies that the Indian cosmetic industry has an even greater potential
for growth in future than present.

The personal care market in India is currently estimated at over Rs 300 billion and
growing at a rate of about 12% annually. The major contributor to the size of the

27
market is the soaps and synthetic detergents market of close to Rs 190 billion.
Besides, skin care market at Rs 20 billion (including fairness creams at Rs 9
billion); hair care (including hair dyes, hair oils and shampoos) at Rs 26 billion;
male grooming (and female hygiene) market at Rs 11 billion; colour cosmetics at
Rs 5 billion; oral hygiene (tooth pastes, tooth powder and brushes) add another Rs
26 billion to the overall market. Other important components include perfumes
and fragrances, estimated at over Rs 5 billion.

The market for perfumes and fragrances, as perceived in western parlance, is of a

recent origin. The perfumes and fragrances market had remained confined to small
quantities of scents, eau de colognes, deodorants and after shave lotions. Presently
there are some 500 companies in the fragrance industry, for the small volumes, a
little too many. The small scale sector is dominating the market. The unorganized
market could be four times the size of the organized market.

The growth in demand for perfumes and fragrances over the last 15 years has been
phenomenal. From a very small demand of 950 tonnes in 1990-91, it grew to
12,500 tonnes in 2000-01. The market for the product is estimated to have
expanded by over 50% in three years to 18,300 tonnes in 2003-04. It is further
expected to grow to 26,650 tonnes in 2006-07 and to 36,400 tonnes in 2009-10.

The organised sector is dominated mainly by the multinationals. The unorganised

sector, with hundreds of units producing a large number of domestic concoctions,
caters to the high upper-middle tier of the market for low price-end of products.
The share of the small and informal sector is estimated at about one-third of the
total market.

Several MNCs have forayed into the Indian market. These include Givaudan SA,
Switzerland; International Fragrances and Flavours (incorporating Bushbooke
Allen), USA; Quest International (subsidiary ICI and earlier a part of Unilever);
Firmenc of Switzerland; Haarman & Reioner of Bayer, Germany; Taleasago,
Japan (contract manufacturing).

28
The perfumes market is becoming highly competitive with the presence of an
increasing number of new players. The consumer is getting used to the imported
fragrances. As the process matures, the market will need to be diversified and
more Indian. Companies are importing alcohols and oils to overcome the need for
the right mix and process technology which does not exist in India. The consumer
preferences and product variety are so wide that technology import is unavoidable
at this stage. The market is growing. It is catching up with the nouveau rich life
style. A long-term high growth trend can be seen provided the consumer finds the
product within the reach of his pocket.

Some leading brands include Exclamation, Masumi, Longing, Emeraude, Vanilla

Fields, Jill Sanders, David Off, Adidas, Jovan Musk, Joop (All Cotys Premium
brand) Wild Orchid, Ivana, Shie (Lakme), Fire, Ice, Charlie, Red and White
(Revlon) Denim, Yardleys gold, Park Avenue, Premium, old spice (HLL)
etc.Some of the lead players include Coty India, Lakme Lever, Revlon, Yardly,
Palmolive, Helene Curtis, Baccarose Hindustan Lever, Oriflame etc.

With a population of more than one billion and a growing taste for Western
sophistication, India has become one of the fastest growing markets for cosmetics,
perfumes and toiletries. There is a tremendous potential in this budding market.

3.4 INDUSTRY OVERVIEW FOR COSMETIC CHEMISTS

In college, science majors spend their time learning complicated subjects like
Calculus, Physics and Chemistry. Figuring out stuff like differential equations and
bond angles of electron orbitals there isn’t much time or brain power left to learn
the more mundane things taught in business classes.

But when you get out of school, business subjects are important and you’ve got to
take time to learn them. To be the most well-rounded and effective cosmetic
chemist, you need to know about the markets for which you’ll be creating
products. In this post, we’ll review the overall cosmetic industry to give you a
basic understanding of where the money is and what products make the most.

29
3.5 WORLD WIDE COSMETIC INDUSTRY

If you look at the entire worldwide cosmetic industry, sales reach about $170
Billion dollars a year. It’s distributed pretty uniformly around the world with ~$40
billion in the Americas, ~$60 billion in Europe, ~$60 billion in Australia & Asia,
and another $10 billion in Africa. The Western world spends a bit more per person
but India and Asia are quickly catching up.

3.6 PRIMARY COSMETIC SEGMENTS

So now that you know where all the money is spent, it’s helpful to know what
people are spending their money on. The cosmetic industry (aka beauty industry
or personal care industry) can be broken down into 5 segments. Sales are
distributed roughly by the percent given.

1. Hair Care – 20%

2. Skin Care – 27%
3. Fragrance – 10%
4. Make-up – 20%
5. Other – 23%
Market researchers like to break these up into even more segments but these 5
cover everything.

3.6.1 HAIR CARE MARKET

About 20% of all cosmetic products sold are for the hair. Shampoos make up the
vast majority of this market since almost everyone uses shampoo. Other
significant market segments include conditioners, styling products, hair color, and
relaxers. Currently, the biggest players in this category are Procter & Gamble
(Pantene) and L’Oreal.

30
3.6.2 SKIN CARE MARKET

The range of products that are offered for the skin care market are much more
diverse than the hair care market. Skin care makes up about 27% of the total
cosmetic industry and includes skin moisturizers, cleansers, facial products, anti-
acne, and anti-aging products. Of all the cosmetics, skin care products can be
some of the most expensive with 2 ounces of product routinely selling for >$200.
Women do not mind spending big bucks to keep their skin looking young. The
biggest companies in this market include Procter & Gamble (Olay) and Unilever
(Vaseline).

3.6.3 MAKE-UP MARKET

The color cosmetic market represents about 15% of the cosmetic industry and
includes anything from lipstick to nail polish. Included are things like blush, eye
shadow, foundation, etc. The array of products is vast and the number of color
variations are practically infinite. You can spend a lot of time as a cosmetic
chemist working on new shades of familiar products. The market is highly
segmented so there isn’t really one dominant player. Maybelline and Clinique are
just a couple of significant brands.

3.6.4 FINE FRAGRANCE

This market segment has really taken a hit in the last few years but it still makes
up about 10% of the cosmetic industry so some companies are still making
money. This is the highest profit segment of the cosmetic industry but consumers
are fickle. Only a few brands can last for a long time. Fine fragrances come and go
like fashion and companies have to continue to reformulate just to compete.

31
3.6.5 OTHER

The “other” category represents 23% of the cosmetic industry and is made up of
things like toothpaste, deodorants, sunscreens, depilatories, and other personal
care products not yet mentioned. Actually, many of these products could fall
under one of the categories already mentioned but the industry likes to keep them
separated whenever they do stories on the various markets. The dominant
companies are many of the same already mentioned, P&G, L’Oreal, and Unilever.

While the cosmetic industry is considered a “mature” industry (that means

business people don’t expect much significant growth) it is a pretty reliable
industry. No matter what, people want to smell and look good so even when the
economy hits a recession people will still buy soap. The recent economic
conditions demonstrate, they do buy less, but they do keep buying.

3.7 INDUSTRY SCENARIO IN INDIA

 The Beauty Business in India is growing phenomenally with the

cosmetics market growing at 15-20% annually, twice as fast as that of the
United States and European markets.

 The retail beauty and cosmetics market in India currently estimated at

USD 950 million is pegged at USD 2.68 billion by the year 2020.

 Over the last five years Cosmetic Products have seen a growth of 60%;
Salons have seen a growth rate of 35%; Cosmetic Treatments are seeing a
growth rate of 5%.

 The hair and beauty Industry is seeing a per capita annual spend of
USD1.2 which is expected to grow to USD 6.2 by 2015.

 India has about 10,00,000 number of Salon’s & this number is constantly
growing

32
  Basic grooming & hair care seems to spend of Rs 200 – Rs 1000 per
month from the Salon goers.

 Women contribute to over 85% of the Salon industry revenue.

 Men’s hair is the next wave set to hit the Indian Salon Industry.

 The Spa and body treatment segment is estimated to grow approximately

USD 772 million over the next five to eight years.

Understanding this sector should be of valuable use to marketers in identifying

marketing opportunities to ensure greater efficiency in the use of resources and
other efforts, which are directly related to consumer purchasing behaviour such as
market segmentation, consumer targeting, product features, promotional and
selling efforts. Since 1991, when economic liberalization took place, many Indian
women have been crowned at international beauty pageants and this has
corresponded with an increase on focus on the cosmetics industry. Subsequently,
there has been a change in consumption of cosmetics and so the sector has been
growing. The Indian cosmetics industry has experienced rapid growth in the last
couple of years, growing at around 7.5% between 2006 and 2008. While this is
due to the improving purchasing power and increasing fashion consciousness,
138 the industry is expected to have maintained growth momentum during the
period 2009-2012 and beyond. In this sector, both electronic as well as print
media are playing an important role in spreading awareness about the various
products available and in developing fashion consciousness among the Indian
consumers.

According to Indian Cosmetic Sector Analysis (2009-2012) (Research and

Markets, 2012), the Indian cosmetics industry is expected to witness fast growth
rates in the coming years on the back of an increase in the consumption of beauty
products. Owing to growing disposable income of the middle class households
and changing lifestyle, it is expected that the cosmetics industry will grow at a
cumulative annual growth rate (CAGR) of around 17% during 2010-2013.
Working women with high disposable income spend more on cosmetics and

33
beauty products and, particularly, international brands, which are the most popular
in the market. According to Retail International, retail accommodation for beauty
product retailers has grown 30% in the last three years to account for 25-30% of
all retail space in the market. Major brands are very active and more of the key
suppliers are expected to follow such branded cosmetics. The market's growth is
also attributed to the region's demographics, with a population of young,
fashionable trendsetters with high disposable income (IBEF, 2013). Owing to the
lack of local cosmetics manufacturers, most companies tend to sell as wide a
range of cosmetics products as they can. The Indian Cosmetics Industry is defined
as skin care, hair care, colour cosmetics, fragrances and oral care segments which
stood at an estimated $2.5 billion in 2008 and is expected to grow at 7%,
according to an analysis of the sector. Today, the herbal cosmetics industry is
driving growth in the beauty business in India and is expected to grow at a rate of
7% as more people switch to organic products and not chemical ones.

The Indian Cosmetic Industry is growing in terms of product development and

marketing. The preference of Indian consumers is changing from the ‘merely
functional’ products to more ‘advanced and specialized’ cosmetic items. In 2005,
sales of cosmetics and toiletries rose by 6% in current value terms in India.
Monteiro (2003) also predicts the huge potential for cosmetics in India. The
average annual spending of Indian consumers on cosmetics and toiletries in 2005
is just over US$3. India in cosmetics and toiletries, which saw its value share
rising from 27% in 1999 to 31% in 2005 and is likely to continue to surge ahead
over the forecast period. The entry of many multinationals into the Indian
cosmetics and toiletries industry in 2005 has made it an extremely challenging and
dynamic market. Foreign players have focused more on product innovation; re-
launches and brand extensions spread across multiple price points, and enhanced
product penetration by extending their distribution networks. The leading players
have streamlined their ad spend to effect savings that has allowed them revamp
their pricing strategies as well as offer free gifts to retain consumers. Briney
(2004a) describes an interesting trend among Indian cosmetic consumers, while
other global countries are taking to the traditional Indian herbal and ayurvedic

34
applications for beauty solutions, Indian consumers are increasingly looking to
international personal care brands as lifestyle enhancement products, in the belief
that the association with and use of an international brand confers one with a
sophisticated and upper class image. The projected sales in 2010 at constant 2005
prices is Rs. 195.6 billion, the main reasons being a greater ability to purchase
personal grooming products among a larger base of financially independent
women, frequent relevant product launches and growing beauty consciousness and
awareness, especially among the younger population. Despite the huge nascent
potential in India, cosmetics and toiletries is expected to grow at a relatively slow
pace in constant value terms over the 2005-2010 forecast periods. The probable
reason being lackluster performance of products which have already thorough
household penetration, such as bath and shower products and oral hygiene, which
represent together over half of the value sales of cosmetics and toiletries in India.
However the Growth was affected by low product awareness or lack of inclination
to spend on cosmetics and toiletries especially in rural areas. The aggressive price
competitions from local and regional players, which seized volumes with better
trade margins and heavily discounted offerings, have also contributed to the same.
Malhotra (2003) describes the main reasons for boom in cosmetic industry as
increasing fashion and beauty consciousness coupled with rising incomes and
focus on health and fitness. To complement this, beauty culture or cosmetology
has emerged as a major occupational avenue with significant commercial
potential. New scientific developments, techniques, products and media hype, has
contributed the Indian fashion industry in generating mega revenues and this has
in turn added to the growth of cosmetic industry. Rising hygiene and beauty
consciousness due to changing demographics and lifestyles, deeper consumer
pockets, rising media exposure, greater product choice, growth in retail segment
and wider availability are the reasons reported by (Euromonitor International,
2006). Over recent years, India has seen increasing literacy levels, penetration of
satellite television, growing urbanization and greater beauty awareness among
women, which has resulted in rewarding growth opportunities to cosmetics and
toiletries manufacturers. Around 44% of value sales (2005) of cosmetics &
toiletries market in India are with two market leaders i.e. Hindustan Lever &

35
Colgate Palmolive. The rest is very fragmented with hundreds of companies trying
to get into the market. The presence of a large grey market and many counterfeits
also enhanced this trend.

3.8 PRICE AND INDIAN COSMETIC CONSUMERS

There is high maturity and price competition in established mass market toiletries
such as bar soap and toothpaste. Since the average Indian household continues to
be highly price sensitive, these popular mass-market products will have the lion’s
share of cosmetics and toiletries sales. This will offer high growth prospects of the
overall market over the coming years. The cosmetics and toiletries market are also
facing competition from other consumer durables (computers, mobile phones,
home theatres and automobiles) as well as the housing sector. The drop in interest
rates has led to a boom in housing loans and real estate purchases. Being value
conscious, there is a limit to the amount that the average consumer will spend on
luxury items such as fragrances.

3.9 URBAN & RURAL COSMETIC USERS

India's spending on cosmetics and toiletries is relatively small, with rural and
suburban areas concentrating on basic toiletries and cosmetics. The purchasing
power of Indian consumers is increasing thereby shaping the aspirations and
lifestyles of consumers, who are upgrading to good value products at affordable
prices. The Cosmetic Companies have invested heavily on promoting product
visibility among rural folk, which has increased the demand for bar soap, talcum
powder, lipstick, tooth powder and hair oil in these areas. This has also increased
the demand for essential everyday items like bath and shower products, hair care,
oral hygiene and skin care. Another strategy followed by companies to promote
cosmetics in rural areas was sachets’ approach. While rural India contributed to
growth in volume terms, the urban population contributed 69 % of value sales in
2005 especially for sophisticated products. These high-quality added-value niche
products include mascara, toners, body wash/shower gel, depilatories, sun care

36
and deodorants, amongst others which are unaware to the rural users. Sales are
almost completely generated from the urban pockets, concentrated within the key
metropolitan areas of New Delhi, Chennai, Mumbai and Calcutta. Due to Western
influences, men's grooming products are used more predominantly in urban
population compared to their counterparts in rural areas.

3.10 INCOME HOUSEHOLDS

Cosmetics and toiletries have witnessed a growing demand from the low and
lower middle- income households. The premium labels are being used in urban
areas, whereas regional and national brands in the rural areas, where close to 70%
of the Indian population resides and price determines purchasing decisions.

3.11 INDIAN MEN & WOMEN COSMETIC USERS

Both male and female consumers form a major segment of buyers of beauty
products in India. (Monteiro, 2003). Indian women are becoming increasingly
more beauty conscious. Reports of Consumer Graphics revealed that in 2003,
Indian women aged 15-24 years accounted for 29.8% of all Indian makeup sales .
The increased purchasing ability of women households helped them to spend
more on personal grooming. Colour cosmetics emerged as the fastest growing area
of the cosmetics and toiletries market over the review period. Experimentation
among teen and young adult Indian women was one reason cited for the increase
in makeup use. According to Monteiro (2003), there is a tremendous increase in
the female cosmetic consumers. This is due to increasing number of women
becoming the earning members of the family due to their increased level of
literacy and growing influence of the media More males in India are becoming
conscious about the way they look and are increasingly looking to grooming
products to spruce up their physical appearance. This newfound male grooming
consciousness was encouraged by men's active participation in prominent fashion
shows, such as the popular Fashion TV channel, and in beauty pageants
exclusively for men.

37
3.12 AGE

Mode of purchase among teenagers, youth and aged respondents is dominantly

individual. Among the middle aged the practice of purchasing with spouse is
prevalent. This difference in mode of purchase among different age groups is
statistically significant. The selection of brand by the respondents across all the
age groups is done individually by themselves. Spouses were involved in the
brand selection among middle aged and upper middle aged cosmetic consumers.
The cosmetic consumers irrespective of their age groups tend to purchase from
different shops. However purchasing all their cosmetics from a particular shop is
prevalent among middle aged and upper middle aged groups compared to youth
and teenagers. Youth, middle aged and upper middle aged respondents do not
purchase other brands if they don’t get a specific brand and half of the teenagers
are found to be brand specific. Youth and middle aged dominantly depend on
advertising as a source of brand information. But teenagers and aged people got
the information through friends. Age and source of brand information is
statistically significant. Quality is the main criterion for purchase of cosmetics
among all the age groups while some of the teenagers and upper middle aged were
price conscious. When compared to respondents belonging to other age groups a
higher number of middle aged were brand conscious. No substantial difference is
observed in the spending pattern of the respondents belonging to different age
groups.

3.13 INCOME (UPPER, MIDDLE AND LOWER INCOME

CONSUMERS)

The number of respondents who purchase cosmetics individually is more in the

case of respondents belonging to the lower income group and when compared to
the upper and middle income groups, respondents in the lower income category
preferred to purchase all their cosmetics from a single shop. More than half of the
respondents in the upper income, middle income, and in the lower income
category were brand specific in selecting cosmetics. The remaining respondents

38
had the habit of purchasing any brand. The main source of information about the
brands among the lower and upper income category is advertisement, whereas
advertisement and friends groups were found to be the major sources of brand
information in the case of the respondents in the middle income category. Quality
seems to be the predominant criterion for cosmetic selection among all the three
income categories.

3.14 TOP 10 MAKEUP BRANDS IN INDIA THAT ARE DOMINATING

THE MARKET FOR DECADES NOW

3.14.1 Lakme

A product of Unilever Brand, Lakme is probably the most trusted makeup brand
over generations. It is also the first makeup brand to launch an array of skin and
face products for woman in India and arguably the first name that pops up when it
comes to cosmetic brand in India. No matter how many other brands get launched
in the market and no matter how much they’ve been influential in the global font;
Lakme India still rules the Indian market. And it continues to innovate new items
adhering to every taste and expectations.

Their latest launch includes The Lakme Absolute Range which offers baked
chromatic duo tone eye shadows to Absolute lip range and Lakme eye conic
range. It’s skin care products have also shown impressive effects on Indian skin.
Even their eyeconic kajal has been a huge hit lately. Starting from Lakme’
moisturizers to sunscreens and face washes, they have been widely adopted across
the country and overseas into daily skin care routines by many.

3.14.2 Revlon

One of the first international brands to set its foot in India, Revlon offers a wide
range of lipsticks, nail paints, eye shadow, liners, mascaras and face cosmetics.
It’s wide array of nail paints especially are a huge craze among makeup lovers in
India. Just like Lakme, this brand is also appreciated by all. Even though Revlon

39
is expensive as compared to Lakme, it is still counted among the top 5 best selling
cosmetic brands in India. It’s liners and lip colors are also a huge hit among
woman of all ages in India as well as abroad.

3.14.3 L’Oreal

As I had mentioned this brand in my previous brand and that it ranks 3rd in the
global position; L’Oreal also ranks third in Indian market. While the hair dye of
this glamorous brand is among the most sought after items across the world, the
craze is same in India. Besides their high end hair products, they also offer luxe
cosmetics for face and skin. It’s marketed worldwide and endorsed by the most
well-known faces from Bollywood in India, like Aishwarya Rai
Bachchan and Sonam Kapoor. And Hollywood celebs like Penelope Cruz, Demi
Moore etc. endorse it globally.

3.14.4 Amway

Probably this is the only brand in India which has love-hate relationship with its
consumers in India. As old as 50 years, this brand has been slowly gripping the
Indian market over 2 decades now. This makeup brand offers a wide range of
skin, makeup and health care products.

Unlike other brands that are available at retail, this brand is rather availed through
their executives and this is the only reason, it’s not directly competing with the
mainstream market. Plus, the consumers not only buy its products at a discounted
rate but are eligible to sell the items gaining some scoring points.

Recently, Amway launched a woman’s exclusive skin care range called Attitude
which is being widely advertised on the television these days. There is another
offshoot of the Amway range .That is called Artistry. This offers exclusive colour
cosmetics products.

40
3.14.5 Maybelline

Maybelline New York is considered among the luxury cosmetic brands next to
L’Oreal and Avon. The best thing about this brand is that it has never come up
with a range that hasn’t been an instant hit be it locally or globally.

Their products have always been awesome! Right from their diamond shine and
high end water shine lipsticks to their fabulous range of eye tattoos that has been
recently launched; there is no match to their items. Their colossal kajal and
volume express mascara have also created a huge craze in the market recently and
are strong contenders of Lakme Eyeconic Kajal.

3.14.6 Colour Bar

It is another great brand that has been a favorite among the beauty professionals
and makeup artists. The brand offers a huge range of great coverage and long
staying foundations and great range of lip colours. It’s a hot favourite among
woman of all ages who prefer lasting formulation for skin cosmetics or like
mixing choices of foundations for achieving a desired tone of colour.

3.14.7 Avon

This brand has slowly had its grip on the Indian market and is very well known for
direct marketing. Apart from enhancing Indian skin, this makeup brand has also
provided many women with employment and part time income. Avon has also
paved the way for launch of a huge variety of cosmetics and skin products which
is easily available sitting at home via the hands of the direct selling agents just like
Amway.

Even they offer us the chance to lay our hands on the international branded
perfumes like Little Black Dress and Surreal Garden Eau De Toilette to name a
few. Its instant fairness, anti-marks cream and other products of the Skin Natural’s
Range are also a hot favourite among the Indian homemakers. Well, they have
some special items for teens too, who love their vibrant pretty range of awesome
nail colours.

41
One can also try buying gel based nail paints from other reputed brands from
Luxola, who have recently launched in India.

3.14.8 Elle 18

This brand is one of the most affordable ones in Indian market and a huge hit
among the teens especially. Right from their eye liner to nail paints and lip colors;
this lively brand has always come up with something innovative to suit the
likeness and style of the younger generation. It recently launched Color bomb
products that have a wide range of lip colours too. Their adorable lip colors come
with unique centre moisturizing stick of cocoa butter.

3.14.9 Chambor

Chambor products have been marketed in India now for quite some time. Its
growing popularity as an international brand is to be reckoned with. Its face
products are a huge craze among makeup lovers. Its nail paints are also lovely
though slightly on the expensive side.

3.14.10 M.A.C.

This is undoubtedly the most famous luxury international cosmetic brand in the
world. Looking at the strong marketing opportunities, M.A.C stepped into Indian
market and became an overnight success irrespective of its high end prices. It is
now widely marketed and loved in India as well.

42
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATIONS

This chapter deals with the analysis and interpretation of facts. It is an act of
finding a relationship and facts and interpretation of them. Analysis is the exercise
which involves the examination of initial data, getting facts in the light of
hypothesis and theories drawn and conclusion given. The data collected from 50
college students in the Kannur District is analysed and interpreted here.

4.1 GENDER WISE CLASSIFICATION OF RESPONDENTS

Sample of 50 students are selected from different colleges in Kannur district.

Table 4.1 shows the sex group of respondents, male constitutes 8% of the total
number of respondents and female constitutes 92% of the total respondents. Thus
in the study area, majority of the students are female members.

Table No. 4.1

Gender wise classification of respondents

Gender No. of respondents Percentage

Male 4 8

Female 46 92

Total 50 100

Source: Field Survey

43
The survey data can be represented in figure 4.1

92

male female

Gender wise classification of Respondents

Figure 4.1

4.2 CLASSIFICATION ON THE BASIS OF LOCALITY

Table No 4.2 shows the number and percentage of students from both rural and
urban area. It is well known fact that in Arts and Science college students from
rural areas is comparatively high. This study shows that 62% of the students
belonging to rural areas and only 38% is from urban area.

Table No 4.2

Classification on the basis of Locality

Locality No. of respondents Percentage

Urban 12 38

Rural 38 62

Total 50 100

44
Source: Field Survey

The survey data can be represented in figure 4.2

24%

76%

Rural Urban

Classification on the basis of Locality

Figure No. 4.2

4.3 BEAUTY CONSIOUSNESS OF STUDENTS

College Students are very much aware of beauty and they always try to enhance
their appearance. Table No. 4.3 shows that 100% of respondents are conscious of
beauty. College students are very conscious and they have an inherent love
towards beauty. The good appearance is part of their status and they are very
conscious of beauty.

45
 Table No. 4.3

Number and percentage of students who conscious about beauty

Students Opinion No. Of Respondents Percentage

Yes 50 100

No 0 0

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.3

0%

Yes
No

100%

Number and percentage of student’s conscious about beauty

Figure No. 4.3

46
4.4 USAGE OF COSMETIC PRODUCTS AMONG COLLEGE
STUDENTS

All the people are using various types of cosmetics and the companies were
conducting researches for developing new type of cosmetics because there is great
demand for cosmetics products.

Table No. 4.4 showing the usage of cosmetics products among college students.
All students are conscious about beauty so they use different types of cosmetics to
enhance the appearance.

Table No. 4.4

Usage of Cosmetics Products among college students

Students Opinion No. Of Respondents Percentage

Yes 50 100

No 0 0

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.4

47
 100%
90%
80%
70%
Percentage

60%
50% 100%

40%
30%
20%
10%
0% 0%
yes
no

Usage of Cosmetic Products among college students

Figure No. 4.4

4.5 KINDS OF COSMETIC PRODUCTS PREFERRED BY

STUDENTS

The study reveals that majority of the students prefer both herbal and non-herbal
cosmetics and it constitute 52 percent. It also reveals that there is a tendency to
buy herbal products than the non-herbal products even though they prefer both
herbal and non-herbal products. Only 8 per cent customers prefer non herbal
products for cosmetics.

48
 Table No 4.5

Kinds of Cosmetics products preferred by Students

Products No. of students Percentage

Herbal 20 40

Non Herbal 4 8

Both Herbal & Non 26 52

Herbal

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.5

40%

52%

8%

Herbal Non Herbal Both

Kinds of Cosmetics products preferred by Students

Figure No. 4.5

49
4.6 IMPORTANT ELEMENTS FOR BUYING COSMETIC
PRODUCTS

Analysis shows that quality is the most important factor influencing the purchase
of cosmetic products. Price and brand are also important and coming next to it.
Survey results are shown in table no. 4. 6

Table No. 4.6.1

No. of Respondents

Factors Rank Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

1

Quality 37 9 4

Price 4 32 32

Brand 9 9 14

Package 14 36

Volume 36 14

Others 50

50
 Table no. 4.6.2

Marks

0 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

Quality 222 45 16

Price 24 165 56

Brand 54 45 128

Package 42 72

Volume 108 28

Others 50

Table No. 4.6.3

Average

Options Total Mark Average

Quality 283 5.66

Price 240 4.8

Brand 227 4.54

Package 114 2.28

Volume 136 2.72

Others 50 1

51
4.7 BRAND PREFERANCE FOR COSMETIC PRODUCTS

Table 4.7 shows that all the students prefers company branded products. Because
it ensures the quality and standardisation of products.

Table No 4.7

Brand preference for Cosmetic Products

Students Opinion No. Of Respondents Percentage

Company Brand 50 100

Local Brand 0 0

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.6

0%

Company Brand
Local Brand
100%

Brand preference for Cosmetic Products

Figure No. 4.6

52
4.8 CLASSIFICATION OF COSMETIC PRODUCTS
ACCORDING TO IMPORTANCE

There are various types of cosmetics products available for use. Skin care
products are most important among them. Majority of the students gives priority
for skin care products, 28% of the students gives priority for hair care product, and
only 6% of the respondents give importance to eye care products and 4% of them
give importance to lip care products.

Table No. 4.8

Classification of cosmetic products according to importance

Particulars Frequency Percentage

Skin Care 31 62

Hair Care 14 28

Lip Care 2 4

Eye Care 3 6

Others 0 0

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.7

53
 0

4% 6%

62%
28%

Skin care Hair care Lip care Eye care others

Classification of Cosmetics according to importance

Figure No. 4.7

4.9 OPINION REGARDING WHETHER CONSUMER CHECK

WARNING AND HARMFUL EFFECTS OF THE PRODUCT

Table No. 4.9 reveals that 92% of the respondents look for warnings, user manual
and harmful effect of the product before using that product. But the remaining 8%
are totally ignorant of this

54
 Table No.4.9

Opinion regarding whether consumer checks warning and harmful effects of

the product

Students Opinion No. Of Respondents Percentage

Yes 46 92

No 4 8

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.8

8%

92%

Opinion regarding whether consumer check warnings & harmful effect of the
product.

Figure No. 4.8

55
4.10 OPINION REGARDING LONG LASTING EFFECTS OF
COSMETIC PRODUCTS

The table shows the opinion about the long lasting effects of cosmetic products.
The mean value is 3.28. So the overall response from students is that they agrees
that the cosmetic products provide long lasting effects.

Table No. 4.10

Opinion regarding long lasting effects of cosmetic products

Response No. of Respondents Mark

Strongly Agree 3 15

Agree 15 60

Neutral 27 81

Disagree 4 8

Strongly Disagree 1 1

Mean Value=3.28

4.11 OPINION ABOUT MOST APPRECIATED SERVICES OF

COSMETIC COMPANY

Cosmetics companies were competing for producing innovative services to the

consumers. 48% of the students states that facial massage is the most appreciated
services and 42% of students makes sure that hair services are the appreciated
services provided by the cosmetic company. Pedi care and mani care are less
appreciated services provided by cosmetics company.

56
 Table 4.11

Opinion about most appreciated services of cosmetic company.

Services No. of Respondents Percentage

Mani Care 2 4

Pedi Cure 3 6

Facial Massage 24 48

Hair Services 20 40

Others 1 2

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.9

50% 48%

40% 40%
Percentage

30%

20%

10% 6%

0% 2% 4%
PEDI CARE
FACIAL
HAIR
MASSAGE OTHERS
SERVICES MANI CARE

Opinion of students about most appreciated services of cosmetic company.

Figure No. 4.9

57
4.12 STUDENTS SPENDING PATTERN TOWARDS
COSMETIC PRODUCTS

Even though, cosmetics products are not free from health problem, students
spending pattern towards cosmetics is not very low. The study reveals that 66% of
the respondents spend below to Rs. 250 and 28% of students spend in between
250-500 and 6% were spend above Rs. 500 in a month.

Table No.4.12

Students spending towards Cosmetic Products

Particulars No. of respondents Percentage

Below 250 33 66

250-500 14 28

Above 500 3 6

total 50 100

Source: Field Survey

The survey data can be represented in figure 4.10

80%
66%
60%

40%
28%
20%
6%
0%
Below 250
250-500
Above 500

Students spending towards Cosmetic Products

Figure No.4.10

58
4.13 SPENDING PATTERN OF STUDENTS TOWARDS
COSMETIC PRODUCTS

The table shows the cosmetic items on which students spend their money.
Analysis shows that students spend more money for Hair Care Creams.
Moisturizing cream and Sun cream lotion are coming next to this. Survey results
are shown in table no. 4. 13

Table No. 4.13.1

Respondents

Options Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

Sun Cream Lotion 14 10 6 8 12

Hair care cream 18 14 9 7 2

Moisturizing 8 16 14 8 4
Cream

Nail Polishing 2 6 7 20 15

Eyeliner 3 3 9 35

Face kits 10 8 12 17 3

59
 Table No.4.13.2

Mark

Options Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6

Sun Cream 84 50 24 24 24
Lotion

Hair care 108 70 36 21 4

cream

Moisturizing 48 80 56 24 8
Cream

Nail 10 24 21 40 15
Polishing

Eyeliner 12 9 18 35

Face kits 60 40 48 51 6

60
 Table No.4.13.3

Average

Options Total Mark Average

Sun Cream Lotion 206 4.12

Hair Care Cream 239 4.78

Moisturizing cream 216 4.32

Nail Polishing 110 2.2

Eyeliner 74 1.48

Face kits 205 4.1

4.14 INFLUENCE OF MEDIA ON PURCHASING OF

COSMETICS

Table shows the influence of various Medias on the purchasing of cosmetic

products. T.V is the most important media influencing the purchase of cosmetics.

61
 Table No.4.14.1

Respondents

Options Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

T.V 46 4

Magazines 2 38 10

Newspaper 3 22 24 1

Internet 2 4 18 26

Others 1 49

Table No. 4.14.2

Marks

Options Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

T.V 230 16

Magazines 10 152 30

Newspaper 12 66 48 1

Internet 10 16 54 52

Others 4 49

62
 Table No. 4.14.3

Options Total Mark Average

T.V 246 4.92

Magazines 192 3.84

Newspaper 127 2.54

Internet 132 2.64

Others 53 1.06

Averages

4.15 STUDENTS RECOMMENDATION FOR PURCHASE OF

COSMETICS

From the response of consumers it can be understood that, more than 68% of the
students make recommendation for purchasing cosmetics products because
students were satisfied by choosing cosmetic products. This study indicates that
32% of the students use cosmetics but may not make recommendation for
purchasing cosmetics.

63
 Table No.4.15

Student’s recommendation for Purchase of Cosmetics

Students Opinion No. Of Respondents Percentage

Yes 13 26

No 37 74

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.11

32%
Yes

No

68%

Student’s recommendation for Purchase of Cosmetics

Figure No. 4.11

64
4.16 OPINION REGARDING WHETHER STUDENTS
CONTINUE TO BUY PRODUCTS IF COMPANY CHARGES
AN EXORBITANT PRICE

From the response of consumers it can be understood that, most of the

respondents are not ready to buy cosmetics if the company is charging an
exorbitant price. Only 26% of the respondents are ready to buy the products if the
company is charging an exorbitant price for their products.

Table No 4.16

Opinion regarding whether students continue to buy products if company

Students Opinion No. Of Respondents Percentage

Yes 13 26

No 37 74

Total 50 100

charges an exorbitant price

Source: Field Survey

The survey data can be represented in figure 4.12

65
 26%

Yes

No

74%

Opinion regarding whether students continue to buy products if company

charges an exorbitant price.

Figure No. 4.12

4.17 PURCHASE CENTRE

Table No. 4.17, makes it clear that majority of students depend on super markets
for purchasing cosmetics products. 28% of the students depend on traditional
shops and 20% selects pharmacy for purchasing cosmetics.

66
 Table No. 4.17

Purchase centre

Particulars Frequency Percentage

Pharmacy 10 20

Super market 25 50

Traditional shop 14 28

E-shopping 1 2

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.13

2%

20%
28%

50%

Pharmacy Super Market Traditional Shops E-shopping

Purchase centre

Figure No. 4.13

67
4.18 INFLUENCE OF FACTORS IN THE PURCHASE OF A
COSMETIC PRODUCT

The table no. reveals that the most important factor for the purchasing of cosmetic
is advertisement. Suggestions from friends and family is also another important
factor for the purchase of cosmetics.

Table No. 4.18

Factors influencing the purchase of a cosmetic Product

Particulars No. of respondent Percentage

Advertisement 29 58

Shop display 1 2

Friends/family 12 24

Doctor/beautician 6 12

Impulse buy 2 4

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.14

68
 2%
4%
12%

58%
24%

Advertisement Friends /Family Doctor /Beautician Shop Display Impulse Buy

Factors influencing the purchase of a cosmetic Product

Figure No. 4.14

4.19 DETERMINANTS OF TRUST WORTHINESS OF

COSMETIC BRAND

As the study indicates that 46% of the students determine the trustworthiness of
the cosmetic products through product origin. And 34 % determines on the basis
of laboratory recommendations. Only a minor percentage of the students review
award received for determining trustworthiness of the products.

69
 Table No. 4.19

Determinants of Trust worthiness of the cosmetic brand

Particulars Frequency Percentage

Product Origin 23 46

Award received 5 10

Laboratory recommendation 17 34

Others 5 10

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.15

50%
45%
40%
35%
30%
25%
46%
20%
34%
15%
10%
5% 10% 10%
0%
product origin Award received Laboratary others
recommendation

Determinants of Trust worthiness of the cosmetic brand

Figure No. 4.15

70
4.20 STUDENTS RESPONSE TOWARDS CLIMATICAL
CHANGES AND USAGE OF COSMETICS

48% of students believes that Climatical changes have an impact on cosmetic

usage. But 42% of students are not sure about it.5% of students make sure that
cosmetic consumption and climatical changes are independent.

Table No. 4.20

Student’s response towards climatically changes and usage of cosmetics

Students response No. of respondents Percentage

Yes 21 42

No 5 10

May be 24 48

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.16

48%
Yes
42% No
May be

10%

Figure showing the Students response on climatically changes and usage of

cosmetics

Figure No. 4.16

71
4.21 FAVOURITE BRAND RECOMMENDED BY STUDENTS
FOR SKIN CARE

Skin care products occupy a major share in the entire cosmetic markets. There are
different kinds of skin care products available. It includes powder, lotions, cream,
oil etc. students prefer dove for skin care. 44% of the respondents use ponds and
38% of the students prefer lakme.

Table No. 4.21

Favourite brand recommended by students for Skin care

Brands No.of Respondents Percentage

Fair & Lovely 4 8

Lakme 19 38

Olay 3 6

Dove 22 44

Others 2 4

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.17

72
 45%

40%

35%
30%
Percentage

25%
20% 44%
38%
15%
10%
5% 8%
0% 6%
Fair & 4%
lakme
Lovley dove
Olay
Others

Favourite brand recommended by students for Skin care

Figure No. 4.17

4.22 FAVOURITE BRAND RECOMMENDED BY STUDENTS

FOR HAIR CARE

Hair care products are important cosmetics product. Hair care product has high
demand because female students are very conscious about beauty of hair. There
are number of hair care product available in the market. Indulekha and Dhathri are
recently introduced hair care product, both products are natural hair oil and from
the study we can realize that 30% of the respondents are using Indulekha and 12%
of the respondents use Dhathri. More than 34% of the students use Parachute.

73
 Table No. 4.22

Favourite brand recommended by students for Hair care

Brands No.of Respondents Percentage

Parachute 17 34

Indulekha 6 12

Dhathri 15 30

Others 12 24

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.18

40%

parachute, 34%
35%
Dhathri, 30%
30%
others, 24%
25%

20%

15% Indulekha, 12%

10%

5%

0%
parachute Indulekha Dhathri others

Favourite brand recommended by students for Hair care

Figure 4.18

74
4.23 FREQUENCY OF SHOPPING IN A MONTH

The table No. 4.24 reflects the frequency of shopping made by the students in a
month.56% of the students used to visit for cosmetics once in a month. 42% of the
students were twice in a month and nobody visit the shop for cosmetics more than
3 times.

Table No.4.23

Frequency of making shopping in a Month

Frequency of shopping No. of respondents Percentage

Once a month 28 56

Twice a month 21 42

Three times a month 1 2

Morte than 3 times 0 0

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.19

75
 60% 56%

50%
42%
40%
Percentage

30%

20%

10%
2%
0
0%
once a month twice a month three times a more than 3 times
month

Frequency of making shopping in a Month

Figure No. 4.19

4.24 RESPONSE TOWARDS THE PRODUCTS OFFERED BY

THE COSMETIC INDUSTRY

Table shows the response towards products offered by cosmetic company. The
mean value is 3. 16. So the overall response from students is said to be very good.

76
 Table No.4.24

Response towards the products offered by the cosmetic industry

Options Respondents Marks

Excellent 3 15

Very Good 14 56

Good 24 72

Moderate 7 14

Poor 1 1

Mean Value=3.16

4.25 SATISFACTION LEVEL OF COSMETIC USERS

Table No. 26 shows that most of the users are satisfied with the products offered
by the company. Only 15% of respondents are not satisfied by the product offered
by the company.

77
 Table No.4.25

Satisfaction level of users

Students No. Of Respondents Percentage

Response

Yes 15 30

No 35 70

Total 50 100

Source: Field Survey

The survey data can be represented in figure 4.20

30%

70%

Yes No

Satisfaction level of users

Figure No.4.20

78
 CHAPTER V

SUMMARY, FINDINGS, CONCLUSION AND

SUGGESTIONS

5.1 SUMMARY

Cosmetics are products intended to be applied to the human body for cleansing,
beautifying, promoting attractiveness or altering the appearance without affecting
the body's structure. This broad definition includes any material intended for use
as a component of a cosmetic product. The growth of cosmetics and beauty
products markets has become significant as consumers are increasingly becoming
aware of appearance, beauty, grooming and the choice of personal care products.
the present study “ Consumer behavior on cosmetic products” is an attempt to
analyse the behavior of college students on cosmetic products. Hence this has
conducted with the following objectives.

5) To analyze different factors involved in the purchase decision of

cosmetics.
6) To study the spending pattern of cosmetics consumers
7) To assess how brand influences the purchasing decision of consumers.
8) To examine the influence of advertisements on consumers buying
behavior.
For conducting this study primary data were collected from 50 students from
Kannur district and secondary data were collected from books, journals, different
websites etc. Percentage, average, ranking method, likert scale etc were used for
data analysis.

The major findings of the study based on the data collected, analyzed and
interpreted are summarized below.

79
5.2 FINDINGS

1. It is found that majority of the students are conscious of beauty.

2. Among the total students, all of them are cosmetic users. Nobody can
avoid cosmetics in their daily life.
3. Out of total students 38% of the students are from urban area and 62% are
from rural area.
4. Most of the students have the opinion that Skin Care products are
important cosmetics and other products like Pedicure, Manicure, Hair care
products are less important to them.
5. Majority of the students uses both Herbal and Non herbal cosmetics for
enhancing the beauty. The two types of cosmetics are important for them.
6. The study reveals that 100% of the total students are conscious about
brand and all of the students demand company branded products.
7. It is found that majority of the students give importance to quality for
choosing cosmetics products and package and volume are irrelevant to
them.
8. Majority of the students are not aware of the health problems created by
cosmetic products, but 82% of the respondents always go through the user
manual warnings and harmful effects of the product before use.
9. Most of the students spend below Rs 250 for cosmetic products in a
month.
10. Most of the students are not ready to buy the cosmetics if the company is
charging an exorbitant price for their product.
11. Facial massage and hair care services are the most appreciated services
offered by cosmetic company.
12. Product Origin is the most important determinants of trustworthiness of the
cosmetic brand rather than laboratory recommendations, award received,
etc.
13. In Kannur district, most of the students use ‘Dove’ for skin care and
‘Parachute’ for hair care.
14. Most of the students are buying the products once in a month.

80
15. Consumers use TV for getting information regarding cosmetic products.
16. Advertisement is the most important factor for purchasing of cosmetic
products.
17. Technology is going on developing day by day and most of the people
especially college students make use of this for their many activities. But
unfortunately none of the respondents make E-shopping. Most of them
depends traditional shops for purchasing cosmetics products.
18. It is found that 70% of the students are satisfied with the products offered
by the cosmetic company.

81
5.3 CONCLUSION
Consumers are the most important part of a business. Without consumer no
marketing takes place. The Consumer demands various types of products. The
producers and business man were always exploiting the opportunities and they
provide different kinds of products and services in order to meet the consumer’s
needs. Cosmetic industry in India has widened tremendously and a good market is
waiting for cosmetics products, because people are conscious of beauty and
beauty care products especially the college students.

College students always try to maintain the beauty and it is part of their status.
Most of the students spend money and time for choosing cosmetics products.
Students give importance to brand and quality of the products.

From my study, it is understood that cosmetic products are part of daily life and
these are considered as healthcare products. All of them give importance to
cosmetic products due to an inherent love towards beauty.

82
5.4 SUGGESTIONS

1. The demand for the cosmetic product has been increased, so that the
industry must concentrates on production on cosmetics products and must
have sustained quality.
2. The cosmetic Company must convey the consumers about the quality and
credibility of their products.
3. The cosmetics producers should make it sure that their products are free
from health problems.
4. Cosmetics producers must try to provide eco-friendly products.
5. Consumers are not aware of E- shopping. So the Companies should
provide adequate information regarding E- shopping and its benefits. Take
necessary steps for popularizing E- shopping.
6. The consumers give less importance to Lip Care and Eye Care products. In
order to enhance the demand of both Lip Care and Eye Care products the
cosmetic Company must provide innovative items in this area.
7. Most of the students consider product origin for determining the
trustworthiness of cosmetics products, so that the cosmetics producers
must give importance to origin of a product testing.
8. Climatical changes have an impact on cosmetic consumption so that
cosmetic makers must provide various kinds of cosmetics in order to meet
the changing needs of consumers due to climatical changes.

83
 BIBLIOGRAPHY
A. BOOKS
 G.C. Beri, “Marketing Research”, 3rd Edition 2004, Tata McGraw Hill
Pub. Company Ltd., New Delhi.
 Lilly J., “Customer Perception & Preference towards Branded Products”,
Indian Journal of Marketing, Vol. 40, Feb. 2010, Page 49 – 55.
 Philip Kotler, “Marketing Management” 12th edition, Prentice Hall of
India.
 S.A. Sherlekar, “Modern Marketing Principles and Practices”, Himalaya
Publishing House, Bombay. 3.
 Prof. S.S. Agarwal, “Brand Ambassadors & their impact on Consumer
Behaviour” – Indian Journal of Marketing Vol. 39, Dec 2009, Page 3 to 8.
 Singh J.D. “A study of Brand Loyalty in India”, Indian Journal of
Marketing Vol. II, Page 15 – 20.
 Suja Nair, “Consumer Behaviour in Indian Perspective”, First Edition
2003, Himalaya Publishing House Pvt. Ltd. Mumbai. 4.

B. JOURNALS

 Dotson, Michael J and Hyatt, Eva M (2001), “Sales Promotion References:

A Demographic Analysis”, Appalachian University.

 Parmar, Jaising and Gupta,Yaswant (2007), “Consumer Behaviour

Towards Cosmetics: An Empirical Analysis”, Journal of IPM, Meerut.

C. WEBSITES
 www.lakmeindia.com
 www.mlccosmetics.com
 www.wikipedia.org/consumer-behavior
 www.wikipedia.org/cosmetics
 APPENDIX

QUESTIONNAIRE

I am Thejus V Prakash, student of fourth semester M.Com in Don Bosco Arts and
Science College, Angadikkadavu. As part of the curriculum, am doing a project
on “Consumer behavior on Cosmetic Products among College Students”. You
kindly give necessary information through this questionnaire. I assure you that the
information provided will be kept confidential and will be used for academic
purpose only.

RESPONDENT NO ___

1) Name:

2) Gender:

3) Age:

4) Name of the College:

5) Locality:

Rural Urban

6) Are you conscious about beauty?

Yes No

7) Are you a user of cosmetic products?

Yes No

8) Which type of cosmetics do you prefer?

Herbal Non herbal both

9) Which elements are more important to you, when you buy cosmetics?

Listed below are some factors, rank them from 1(most important) to 6(least
important)

Quality Price Package

Volume Brand Others

10) Are you conscious about brand?

Yes No

11) If yes, which brand do you prefer most?

Company Local

12) What kind of cosmetics do you think are more important for you-?

Skin care Hair care Lip care

Eye care others

13) Do you check the warning and harmful effects of the products before use?

Yes No

14) Do you think that your product provides you with an option to healthy,
harmless and

Long lasting effects?

Strongly Agree Agree Neutral Disagree Strongly Disagree

15) Suggest most appreciated services provided by the cosmetics company

Manicure (Nail Polishing) Pedicure (Toe nail treatment)

Facial massage Hair care services others (specify)

16) Approximately how much do you invest on cosmetic products in a month?

Below 250 250-500 Above 500

17) Listed below are certain cosmetic products. Rank them according to the
amount you spent on each

Sun cream lotion Hair Care Cream Moisturizing Cream

Eyeliner Face kits Nail polish

18) Rank the following according to the influence. These media have on your
purchase of cosmetics from 1(most) to 5(least)

TV Magazines News Paper

Internet others

19) Would you recommend your friends to buy cosmetics products?

Yes No

20) Do you continue to buy the cosmetics, if the company charges an exorbitant
price for their products?

Yes No

21) Where do you like to go for purchasing cosmetic products?

Pharmacy Super markets Traditional shops E-shopping

22) What are the factors influencing the purchase of a cosmetic product?

Advertisement Shop Display Friends Doctor/ Beautician

Magazine Impulse buy (Unplanned decision to buy a product made just

before a purchase)
23) How do you determine the trust worthiness of the cosmetics brand you are
using?

Product origin Award received

Laboratory recommendations others

24) Is climatically changes make any impact on usage of cosmetics?

Yes May be No

25) Indicate your favorite brand

For skin care/eye care

Fair & Lovely Lakme Olay Dove Others

For hair care

Parachute Indulekha Dhathri Others

26) What is your frequency of shopping?

Once a month twice a month

Thrice a month More than 3 times

27) Rate the products offered by cosmetics industry?(that you preferred)

Excellent Very Good Good Moderate Poor

28) Are you satisfied with the beauty care products provided by cosmetic
company?

Yes No