“A STUDY ON BRAND PREFERENCE ON

PERSONAL CARE PRODUCTS AMONG FEMALE

CUSTOMERS WITH SPECIAL REFERENCE TO
KOZHIKODE DISTRICT”

PROJECT REPORT
Submitted to
University of Calicut

In partial fulfilment of the requirements for the award of the degree of

BACHELOR OF COMMERCE
Submitted by
MUHAMMED HISHAM M
REG. No: OAAVBCM011
Under the guidance of

MR. SHANID

(Assistant Professor, Dept. of commerce)

MUSLIM ORPHANAGES’ COLLEGE OF ARTS AND SCIENCE

CHERUVATTA, KOZHIKODE -673012
2021-2024
 DECLARATION

I, MUHAMMED HISHAM M, do here by declare that the project report entitled “A

STUDY ON BRAND PREFERENCE ON PERSONAL CARE PRODUCTS AMONG
FEMALE CUSTOMERS WITH SPECIAL REFERENCE TO KOZHIKODE
DISTRICT” is an authentic and original work done by me under the guidance and
supervision of Mr. SHANID, Assistant Professor in the Department of Commerce in
MUSLIM ORPHANAGES’ COLLEGE OF ARTS & SCIENCE, CHERUVATTA, in
partial fulfilment of the requirement for the award of the degree of Bachelor of Commerce.

I further declare that this report or any part thereof has not been submitted to any other
University or Institution by me for the award of any Degree, Diploma, Title or any other
recognition before.

Place: MUHAMMED HISHAM M

Date:
 DEPARTMENT OF COMMERCE

MUSLIM ORPHANAGES' COLLEGE OF ARTS AND SCIENCE

CHERUVATTA, KOZHIKODE, KERALA-673012

Phone: 8281169400, E-Mail: [email protected]

CERTIFICATE

This is to certify that Mr. MUHAMMED HISHAM M (REG No: OAAVBCM011) is a

Bonafide student of the department of commerce, MUSLIM ORPHANAGES'
COLLEGE OF ARTS AND SCIENCE CHERUVATTA. He has prepared this project
report entitled, “A STUDY ON BRAND PREFERENCE ON PERSONEL CARE
PRDUCTS AMONG FEMALE CUSTOMERS WITH SPECIAL PREFERENCE TO
KOZHIKODE DISTRICT” in partial fulfilment of their requirement for the degree of
Bachelor of Commerce, University of Calicut.

Mrs. ROOPA M EXTERNAL EXAMINER

Head of Department of Commerce

 DEPARTMENT OF COMMERCE

MUSLIM ORPHANAGES' COLLEGE OF ARTS AND SCIENCE

CHERUVATTA, KOZHIKODE, KERALA-673012

Phone: 8281169400, E-Mail: [email protected]

CERTIFICATE

This is to certify that this project report entitled “A STUDY ON BRAND PREFERENCE
ON PERSONAL CARE PRODUCT AMONG FEMALE CUSTOMERS WITH
SPECIAL PREFERENCE TO KOZHIKODE DISTRICT” has been prepared by
MUHAMMED HISHAM M (REG. NO: OAAVBCMO11), Sixth semester B. Com
student department of commerce at MUSLIM ORPHANGES’ COLLEGE OF ARTS
SCIENCE, CHERUVATTA, under my guidance. I also certify that this project has not
been submitted at any time to any other University or Institute for the award of any degree,
Diploma or recognition.

Place: Mr. SHANID

Date: Assistant professor of commerce

 ACKNOWLEDGEMENT

This study would not have been complete without expressing my sincere gratitude to
all those who helped me morally, socially or in any other way to bring this project report
to fruition.

Firstly, I would like to express my deep gratitude to the Almighty God for the entire
blessing showered on me, which enabled me to complete this project successfully. I hereby
acknowledge my sincere gratitude to DR. RAJEEV K.R., Principal, MUSLIM
ORPHANAGES’ COLLEGE OF ARTS AND SCIENCE, CHERUVATTA.

I am greatly thankful to my project guide Mr. SHANID, assistant professor

department of commerce, for the guidance given to me during the project.

1 am greatly thankful to Mrs. ROOPA M, Head of the Department, for supporting

my project.

I am also grateful to all those who have directly or indirectly helped me during the
course of this study. I am greatly indebted to my parents, family and friends' members for
their constant support and encouragement throughout this project. Finally, I express my
thanks to all my respondents who helped to complete my project.

MUHAMMED HISHAM M
 CONTENTS

Chapter. No TITLE Page. No

CHAPTER 1 INTRODUCTION 1-5

1.1 Introduction to the study
1.2 Statement of the problem
1.3 Scope of the study
1.4 Objectives of the study
1.5 Research methodology
1.6 Limitations of the study

CHAPTER 2 REVIEW OF LITERATURE 6-9

CHAPTER 3 THEORETICAL FRAMEWORK 10-19

CHAPTER 4 DATA ANALYSIS AND 20-41

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS AND 42-46

CONCLUSIONS

BIBLIOGRAPHY 47-50

APPENDIX 51-56
 LIST OF TABLES

PAGE.
SL.NO TITLE NO
4.1 AGE LEVEL OF RESPONDENTS 21

4.2 INCOME LEVEL OF RESPONDENTS 22

4.3 MONTHLY EXPENDITURE ON PCP’S 23

4.4 PREFERED BRAND OF SKIN CARE PRODUCT 24

4.5 PREFERED BRAND OF ORAL CARE PRODUCT 25

4.6 PREFERED BRAND OF HAIR CARE PRODUCT 26

4.7 PREFERED BRAND OF BODY CARE PRODUCT 27

4.8 PREFERED BRAND OF DECORATIVE COSMETICS 28

4.9 FEATURES FOR BUYING PCP’S 29

4.10 IMAPCT OF ADVERTISING ON PCP’S 30

4.11 SIDE EFFECTS FROM PCP’S 31

4.12 FREQUENCY OF PURCHASING PCP’S 32

4.13 RECOMMENDATION OF PCP’S 33

4.14 FACTORS INFLUENCING PREFERENCE OF PCP’S 34

4.15 RESPONDENTS WILLING TO USE DIFFERENT 35

BRANDS
4.16 GETTING INFORMATION ABOUT NEW PCP’S 36

4.17 FACTOR FOR BRAND PREFERENCE IN PCP’S 37

4.18 FOLLOWING TRENDS IN THE BEAUTY AND 38

PERSONAL CARE INDUSTRY
4.19 IMPORTANCE OF NATURAL INGREDIENTS IN PCP’S 39

4.20 TO PAY PREMIUM FOR PCP’S WITH THEIR PERSONAL 40

VALUES
 LIST OF CHARTS

PAGE.
SL.NO TITLE NO
4.1 AGE LEVEL OF RESPONDENTS 21

4.2 INCOME LEVEL OF RESPONDENTS 22

4.3 MONTHLY EXPENDITURE ON PCP’S 23

4.4 PREFERED BRAND OF SKIN CARE PRODUCT 24

4.5 PREFERED BRAND OF ORAL CARE PRODUCT 25

4.6 PREFERED BRAND OF HAIR CARE PRODUCT 26

4.7 PREFERED BRAND OF BODY CARE PRODUCT 27

4.8 PREFERED BRAND OF DECORATIVE COSMETICS 28

4.9 FEATURES FOR BUYING PCP’S 29

4.10 IMAPCT OF ADVERTISING ON PCP’S 30

4.11 SIDE EFFECTS FROM PCP’S 31

4.12 FREQUENCY OF PURCHASING PCP’S 32

4.13 RECOMMENDATION OF PCP’S 33

4.14 FACTORS INFLUENCING PREFERENCE OF PCP’S 34

4.15 RESPONDENTS WILLING TO USE DIFFERENT 35

BRANDS
4.16 GETTING INFORMATION ABOUT NEW PCP’S 36

4.17 FACTOR FOR BRAND PREFERENCE IN PCP’S 37

4.18 FOLLOWING TRENDS IN THE BEAUTY AND 38

PERSONAL CARE INDUSTRY
4.19 IMPORTANCE OF NATURAL INGREDIENTS IN PCP’S 39

4.20 TO PAY PREMIUM FOR PCP’S WITH THEIR PERSONAL 40

VALUES
 CHAPTER – 1

INTRODUCTION

1
1.1 INTRODUCTION

Generally, personal care products are those products which are used by consumers for
his personal purpose. It includes different types of cosmetic and skin care products like
talc, cold Cream, fairness cream, toothpaste, toothbrush, perfume, deodorant, hair oil,
shampoo, soap, and beauty care products. Any person needs for these products every
day. As per the time passes away, the demand of personal care products is increasing day
by day and future of these products are also very bright and profitable. There was a time
when consumers did not spend too much amount on the personal care products. But in
present days, they are not only eager for spending more money on the personal care
products, but at the same time they are looking for a good and prestigious brand for the
particular product.

Modern media and advertisement play an important role in the increasing of demand of
personal care 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 product. Himalaya, Biotique, L’Oréal etc. are the some of the front
drive of advertisement in the way of the success of personal care products.

It is important to find the best and popular personal care brand used by majority of female
consumers and to know how satisfied they are with fulfilling their needs by using the
same particular brand. So, I selected the topic “Brand preference of personal care
products among female consumers” for doing my project work.

2
1.2 STATEMENT OF THE PROBLEM

Buying personal care products is not an easy job for a buyer because there are plenty of
brands in the market. The brand preference of buyer has been influenced by internal and
external factors. The internal factors are the need, culture, taste, experience, etc. The
external factors are the Supply, price, quality, package, advertisement to find out the
products and the brand of the personal care products preferred by the respondents. Hence,
the researchers are interested in finding out as to which brand, attracts more, the
satisfaction level, availability and the agreement on pride of the brands.

1.3 OBJECTIVES OF THE STUDY

1.3.1 PRIMARY OBJECTIVE

To study brand preference of personal care products among female consumers

1.3.2 SECONDARY OBJECTIVE

1.To find out the popular brand of personal care products used by majority of the female
customers

2.To find out whether the customers are satisfied with the brands available at present.

3.To identify the factors affecting customer’s decision for Brand preferences of the
personal care products.

1.4 SCOPE OF THE STUDY

This project aims to study on the brand preference towards personal care products among
the female consumers in Kozhikode district. This study highlights the factors influencing
to purchase a specific brand of personal care products. It will be helpful to the personal
care products manufacturing companies so that can understand the consumers’ needs in
better manner and their satisfaction level in present available products.

3
1.5 RESEARCH METHODOLOGY

RESEARCH

It is a systematic enquiry seeking facts through objective verifiable methods in order to

discover the relationship among them and to presume broad principles or laws. In other
words, it refers to systematic method consisting of enunciating the problems, formulating
hypothesis, collecting the facts or data, analysing the facts and reaching certain
conclusions either in the form of solution or certain generalization for some theoretical
formulation.

1.5.1 PROJECT DESIGN

Project design is the planned sequence of the entire process involved in conducting a
research study. The descriptive research design is used for this study.

1.5.2 SAMPLING SIZE

Convenience sampling technique has been used to collect samples of 50 respondents.

1.5.2 POPULATION

Target population is the female customers in Kozhikode district.

1.5.4 SOURCE OF DATA

Both primary and secondary data are used.

PRIMARY DATA

These are the data that are collected for the first time for a specific purpose. Primary data
are ‘pure’ in the sense that no statistical operations have been performed on them and they
are original. They are collected from 50 female customers in Kozhikode district through
a detailed questionnaire on the brand preference of personal care products.

4
SECONDARY DATA

The data which is already in existence is called secondary data. Secondary data has been
collected by referring various journals, periodicals such as Magazines, research papers,
social networking site and online articles.

1.5.5 TOOLS AND TECHNIQUES

TYPE OF DATA COLLECTION

Data has been collected using structured questionnaire through Survey.

TOOLS USED FOR ANALYSIS AND INTREPRETATIONS

Simple statistical tools such as percentage have been used for analysis and interpretation.

TOOLS FOR PRESENTATION

Collected data are presented in the form of tables, different types of charts and graphs.

1.5.6 DURATION OF THE STUDY

The study on “Brand preference of personal care products among female consumers” has
been conducted for 4 weeks

1.6 LIMITATIONS OF STUDY

1. The survey has been conducted among 50 respondents only. This may reveal
approximate result.

2. Since, the sample is very small when compared to the universe, the findings and
suggestions made are not applicable to the universe.

3. The study is confined to the respondents of Kozhikode district therefore the area limits
the report.

5
 CHAPTER - 2
REVIEW OF LITERATURE

6
 E. Krithika and M. Banurekha (May 2021) “People consider quality as the most
significant factor to purchase cosmetics”. Comparing to other beauty products,
demand for skin whitening is driving the trend. As consumer’s awareness about
their appearance and beauty results in the increasing demand of cosmetic and
beauty products in the market.
 A Gayatri and A Deepika (2019) “Consumers preference is changing along with
time”. They mostly follow the rhythm of fashion and this changing preference
affects their buying pattern. Lakme is the most preferred cosmetic brand by
majority of the respondents. Hair fall and hair growth are the most important factor
for hair care brand preference is the majority of the respondents. Sun burn
protection and removing acne and pimple are the most important factor for skin
care brand preference is the majority of the respondents. Price, discount, offer,
advertising and brand image are the factor influencing the most while choosing on
cosmetic product.
 K. Sundarambal and Dr. Edhayavarman (2017) The preference of the majority
of the girls’ students are lux toilet soap, ponds sandal powder, fair and lovely face
cream, parachute hair oil, everybody spray, eyetexthilack ponds sunscreen n and
clinic all clear shampoo. Quality is most preferred factor for brand preference is
the majority of the respondents.
 Princelin Raj Kumar N A, Prateeba Devi J and Rajamani K (2022) Availability
is one of the important factors which create purchase intention towards the personal
hygiene products. Consumers are mostly influenced by TV Advertisements, which
will remind the consumer to purchase the same brand.
 Mrs. Madhu Dhansingh Edwin, Dr. Sabura Mohamed and Mrs. Juvy Vergara
(2020) The dominant factor that governs the decisions of the users be it based on
age or be it based on employment status in selecting cosmetic products was found
to be quality followed by Brand name. In the use of cosmetic beauty products, the
Omani Women prefer to use Lakme products followed by Inglot in comparison to
7
 the other comparative Choices. With reference to Moisturizers also the Omani
Women prefer
to use Lakme products, closely Followed by Ponds. Their choice of shampoos
Prefer their first choice as Ultra-Doux followed by Sunsilk. Among oils the first
choice of Omani women Seems to be Indulegabringa followed by Nyle. Their
choice of soaps is firstly Camay followed by Pears.
 Sakshi Sharma and Maninder Singh (2019) Males are found to be more variety,
value and functionality seekers in buying of personal care products as compared to
their counterparts. Females are found to be more brands adhered and influenced by
friend and parents. But functionality plays important role in brand selection
behaviour of both male and female in buying personal care products.
 S. Vijayadharani, K. Uma, A. Rohini and R. Vasanthi (2022) Himalaya Herbals
had the highest level of Brand awareness, followed by Patanjalion herbal personal
care products both in Urban and rural areas. Brand image and peers group influence
were the most important influencing factor for the purchase of herbal personal care
products among rural consumers. Health consciousness and natural/ Herbal
ingredients were the most Important influencing factor for urban Consumers.
 Anima Karmakar and Atia Ahmed (2019) According to the perception of the
customer, product quality of local brands, price consideration, country of origin,
availability of foreign brands and promotional actions have a significant role
toward customer mind while purchasing products.
 Donata Tania Vergura, Cristina Zerbini and Beatrice Luceri (2019)
Knowledge about organic personal care products and sensory appeal significantly
improved the utilitarian and hedonic attitude towards these products. Contextually,
natural content attributes and quality perception positively influence utilitarian
attitude. Finally, both the affective and functional attitudinal dimensions
significantly increased the purchase intention.
 Shivany S and Janany E (2017) Brand, Education, Price and Civil status which
are mostly influencing on purchase intention. Through the ranking variable Brand

8
 has been identified as most influencing factor for the purchase intention towards
beauty care Products.
 Dr. Rambabu Lavuri and Dr. D. Sreeramulu (2019) Customers prefer best
quality items with the best price. They are attracting with more brand conscious
and they dissatisfied with variety of items offered.
 Emmanuel Onyedikachi and Ndubuisi (2015) Packaging attributes have been
found to play significant roles in the preference and adoption of branded products
like personal care. Changes in packaging are moderately correlated with changes
in brand preference. As companies make their packaging shapes to become more
attractive, consumer’s preference for such brands tend to increase.

9
 CHAPTER – 3

THEORETICAL FRAMEWORK

10
3.1 PRODUCT PROFILE
Personal care products and cosmetics are widely used throughout the world in huge
amounts. It results in the continuous invisible release of personal hygiene and cosmetics
products or ingredients into the environment. Altogether these impact on the life of living
beings as these are bioactive, highly persistent in the environment, and can also bio-
accumulate. Personal care and cosmetics include any product which is applied on the
external part of the body such as skin, nails, hair, lips, and external genital organs, or oral
hygiene such as teeth and mucous membrane of the oral cavity, in order to make them
clean, protect from germs, prevent bad odour, change in appearance, and keep in good
condition. Unlike pharmaceutical drugs, personal care and cosmetic products can be
consumed only for external usage. Therefore, they are more likely to enter into the
environment in large quantities due to human activities, for example, during bathing or
washing and give more trouble to the ecological systems. Soaps, hair dyes, nail paints,
fragrances, emulsifiers, ultraviolet absorbers, acrylates, preservatives, and antioxidants
are the common examples of daily use personal care and cosmetic products. Some of
these are hazardous for health and heavy exposure of such chemical cosmetics can cause
cancer, endocrine disruption, mutation, allergy, and reproductive toxicity.
Personal care products generally belong to hygienic practices and rinse off immediately
after use, such as shampoos, soaps, toothpastes, and shower gels. However, a few personal
care products are leave-on products such as sanitizers, sunscreen lotion, etc. Cosmetics
are generally leave-on products, staying on the skin for at least few hours, for example,
body and face creams, insect repellent, cosmetics, perfumes, and antiperspirants. On
removing the cosmetic products and washing or showering, these products enter the
sewage treatment plants which are not efficient in removing all the chemicals of personal
care and cosmetic ingredients. Therefore, these chemicals get accumulated with sewage
sludge which is further used as fertilizers on crops and provides a pathway for the entry
of these chemicals into the food chain. Organic compounds are the most common
examples of personal care and cosmetic pollutants, which not only deteriorate the aquatic
environment but also affect the vegetation and human health equally.
11
3.2 HISTORY OF COSMETICS (PERSONAL CARE PRODUCTS)
The history of cosmetics spans at least 7,000 years and is present in almost every society
on earth. Cosmetic body art is argued to have been the earliest form of a ritual in human
culture. The evidence for this comes in the form of utilized red mineral pigments
including crayons associated with the emergence of Homo sapiens in Africa. Cosmetics
are mentioned in the Old Testament where Jezebel painted her eyelids approximately 840
BC and the book of Esther describes various beauty treatments as well.

Cosmetics were also used in ancient Rome, although much of Roman literature suggests

that it was frowned upon. It is known that some women in ancient Rome invented make

up including lead-based formulas, to whiten the skin, and kohl to line the eyes.

19th century
During the late 1800s, the Western cosmetics industry began to grow due to a rise in
“Visual self-awareness,” a shift in the perception of colour cosmetics, and improvements
in the safety of products. Prior to the 19th century, limitations in lighting technology and
access to reflective devices stifled people's ability to regularly perceive their appearance.
This, in turn, limited the need for a cosmetic market and resulted in individuals creating
and applying their own products at home. Several technological advancements in the
latter half of the century, including the innovation of mirrors, commercial photography,
marketing and electricity in the home and in public, increased consciousness of one's
appearance and created a demand for cosmetic products that improved one's image.

Face powders, rouges, lipstick and similar products made from home were found to have
toxic ingredients, which deterred customers from their use. Discoveries of nontoxic
cosmetic ingredients, such as Henry Tetlow's 1866 use of zinc oxide as a face powder,
and the distribution of cosmetic products by established companies such as Rimmel,
Guerlain, and Hudnut helped popularize cosmetics to the broader public.

12
Skincare, along with “face painting” products like powders, also became in-demand
products of the cosmetics industry. The mass advertisements of cold cream brands such
as Pond's through billboards, magazines, and newspapers created a high demand for the
product. These advertisement and cosmetic marketing styles were soon replicated in
European countries, which further increased the popularity of the advertised products in
Europe.

20th century
During the early 1900s, makeup was not excessively popular. In fact, women hardly wore
makeup at all. Make-up at this time was still mostly the territory of prostitutes, those in
cabarets and on the black & white screen. Face enamelling (applying actual paint to the
face) became popular among the rich at this time in an attempt to look paler. This practice
was dangerous due to the main ingredient often being arsenic. Pale skin was associated
with wealth because it meant that one was not out working in the sun and could afford to
stay inside all day. Cosmetics were so unpopular that they could not be bought in
department stores; they could only be bought at theatrical costume stores. A woman's
"makeup routine" often only consisted of using papier poudre a powdered paper/oil
blotting sheet, to whiten the nose in the winter and shine their cheeks in the summer.
Rouge was considered provocative, so was only seen on "women of the night." Some
women used burnt matchsticks to darken eyelashes, and geranium and poppy petals to
stain the lips. Vaseline became high in demand because it was used on chapped lips, as a
base for hair tonic, and soap. Toilet waters were introduced in the early 1900s, but only
lavender water or refined cologne was admissible for women to wear. Cosmetic
deodorant was invented in 1888, by an unknown inventor from Philadelphia and was
trademarked under the name "Mum". Roll-on deodorant was launched in 1952, and
aerosol deodorant in 1965.

Around 1910, make-up became fashionable in the United States of America and

Europe owing to the influence of ballet and theatre stars such as Mathilde

Kschessinska and Sarah Bernhardt. Coloured makeup was introduced in Paris upon the
arrival of the Russian Ballet in 1910, where ochres and crimsons were the most typical
shades. The Daily Mirror beauty book showed that cosmetics were now acceptable for
the literate classes to wear. With that said, men often saw rouge as a mark of sex and sin,
and rouging was considered an admission of ugliness. In 1915, a Kansas legislature
proposed

13
to make it a misdemeanour for women under the age of forty-four to wear cosmetics "for
the purpose of creating a false impression. The Daily Mirror was one of the first to suggest
using a pencil line (eyeliner) to elongate the eye and an eyelash curler to accentuate the
lashes. Eyebrow darkener was also presented in this beauty book, created from gum
Arabic, Indian ink, and rosewater. George Burchett developed cosmetic tattooing during
this time period. He was able to tattoo on pink blushes, red lips, and dark eyebrows. He
also was able to tattoo men disfigured in the First World War by inserting skin tones in
damaged faces and by covering scars with colours more pleasing to the eye. Max Factor
opened up a professional makeup studio for stage and screen actors in Los Angeles in
1909. Even though his store was intended for actors, ordinary women came in to purchase
theatrical eye shadow and eyebrow pencils for their home use.

In the 1920s, the film industry in Hollywood had the most influential impact on
cosmetics. Stars such as Theda Bara had a substantial effect on the makeup industry.
Helena Rubinstein was Bara's makeup artist; she created mascara for the actress, relying
on her experiments with kohl. Others who saw the opportunity for the mass-market of
cosmetics during this time were Max Factor Sr. and Elizabeth Arden. Many of the present
day makeup manufacturers were established during the 1920s and 1930s. Lipsticks were
one of the most popular cosmetics of this time, more so than rouge and powder, because
they were colourful and cheap. In 1915, Maurice Levy invented the metal container for
lipstick, which gave license to its mass production. The Flapper style also influenced the
cosmetics of the 1920s, which embraced dark eyes, red lipstick, red nail polish, and the
suntan, invented as a fashion statement by Coco Chanel. The eyebrow pencil became
vastly popular in the 1920s, in part because it was technologically superior to what it had
been, due to a new ingredient: hydrogenated cottonseed oil (also the key constituent of
another wonder product of that era Crisco Oil). The early commercial mascaras, like
Maybelline, were simply pressed cakes containing soap and pigments. A woman would
dip a tiny brush into hot water, rub the bristles on the cake, remove the excess by rolling
the brush onto some blotting paper or a sponge, and then apply the mascara as if her
eyelashes were a watercolour canvas.

14
Eugene Schueller, founder of L'Oréal, invented modern synthetic hair dye in 1907 and he
also invented sunscreen in 1936. The first patent for a nail polish was granted in 1919.
Its colour was a very faint pink. It's not clear how dark this rose was, but any girl whose
nails were tipped in any pink darker than a baby's blush risked gossip about being "fast."]
Previously, only agricultural workers had sported suntans, while fashionable women kept
their skins as pale as possible. In the wake of Chanel's adoption of the suntan, dozens of
new fake tan products were produced to help both men and women achieve the "sun-
kissed" look. In Asia, skin whitening continued to represent the ideal of beauty, as it does
to this day.

In the time period after the First World War, there was a boom in cosmetic surgery. During
the 1920s and 1930s, facial configuration and social identity dominated a plastic
surgeon's world. Face-lifts were performed as early as 1920, but it wasn't until the 1960s
when cosmetic surgery was used to reduce the signs of aging. During the twentieth
century, cosmetic surgery mainly revolved around women. Men only participated in the
practice if they had been disfigured by the war. Silicone implants were introduced in
1962. In the 1980s, the American Society of Plastic Surgeons made efforts to increase
public awareness about plastic surgery. As a result, in 1982, the United States Supreme
Court granted physicians the legal right to advertise their procedures. The optimistic and
simplified nature of narrative advertisements often made the surgeries seem hazard-free,
even though they were anything but. The American Society for Aesthetic Plastic Surgery
reported that more than two million Americans elected to undergo cosmetic procedures,
both surgical and non-surgical, in 1998, liposuction being the most popular. Breast
augmentations ranked second, while numbers three, four, and five went to eye surgery,
face-lifts, and chemical peels.

During the 1920s, numerous African Americans participated in skin bleaching in an

attempt to lighten their complexion as well as hair straightening to appear whiter. Skin
bleaches and hair straighteners created fortunes worth millions and accounted for a
massive thirty to fifty percent of all advertisements in the black press of the decade.

15
Oftentimes, these bleaches and straighteners were created and marketed by African
American women themselves.

Skin bleaches contained caustic chemicals such as hydroquinone, which suppressed the
production of melanin in the skin. These bleaches could cause severe dermatitis and even
death in high dosages. Many times, these regimens were used daily, increasing an
individual's risk. In the 1970s, at least five companies started producing make-up for
African American women. Before the 1970s, makeup shades for Black women were
limited. Face makeup and lipstick did not work for dark skin types because they were
created for pale skin tones. These cosmetics that were created for pale skin tones only
made dark skin appear grey. Eventually, makeup companies created makeup that worked
for richer skin tones, such as foundations and powders that provided a natural match.
Popular companies like Astarte, Afram, Libra, Flori Roberts and Fashion Fair priced the
cosmetics reasonably due to the fact that they wanted to reach out to the masses.

From 1939 to 1945, during the Second World War, cosmetics were in short supply.
Petroleum and alcohol, basic ingredients of many cosmetics, were diverted into war
supply. Ironically, at this time when they were restricted, lipstick, powder, and face cream
were most desirable and most experimentation was carried out for the post war period.
Cosmetic developers realized that the war would result in a phenomenal boom
afterwards, so they began preparing. Yardley, Elizabeth Arden, Helena Rubinstein, and
the French manufacturing company became associated with "quality" after the war
because they were the oldest established. Pond's had this same appeal in the lower price
range. Gala cosmetics were one of the first to give its products fantasy names, such as
the lipsticks in "lantern red" and "sea coral."

During the 1960s and 1970s, many women in the western world influenced by feminism
decided to go without any cosmetics. In 1968 at the feminist Miss America protest,
protestors symbolically threw a number of feminine products into a "Freedom Trash
Can." This included cosmetics, which were among items the protestors called
"instruments of female torture" and accoutrements of what they perceived to be enforced
femininity. Cosmetics in the 1970s were divided into a "natural look" for day and a more
16
sexualized image for evening. Non-allergic makeup appeared when the bare face was in
fashion as

women became more interested in the chemical value of their makeup. Modern
developments in technology, such as the High-shear mixer facilitated the production of
cosmetics which were more natural looking and had greater staying power in wear than
their predecessors. The prime cosmetic of the time was eye shadow, though; women also
were interested in new lipstick colours such as lilac, green, and silver. These lipsticks
were often mixed with pale pinks and whites, so women could create their own individual
shades. "Blush-Ons" came into the market in this decade, with Revlon giving them wide
publicity. This product was applied to the forehead, lower cheeks, and chin. Contouring
and highlighting the face with white eye shadow cream also became popular. Avon
introduced the lady saleswoman. In fact, the whole cosmetic industry in general opened
opportunities for women in business as entrepreneurs, inventors, manufacturers,
distributors, and promoters.

21st century
Beauty products are now widely available from dedicated internet-only retailers, who
have more recently been joined online by established outlets, including major department
stores and traditional brick-and-mortar beauty retailers.

Like most industries, cosmetic companies resist regulation by government agencies. In

the U.S., the Food and Drug Administration (FDA) does not approve or review cosmetics,
although it does regulate the colours that can be used in hair dyes. Cosmetic companies
are not required to report injuries resulting from use of their products.

Although modern makeup has been used mainly by women traditionally, gradually an
increasing number of males are using cosmetics usually associated to women to enhance
their own facial features. Concealer is commonly used by cosmetic conscious men.
Cosmetics brands are releasing cosmetic products especially tailored for men, and men
are using such products more commonly. There is some controversy over this, however,
as many feel that men who wear makeup are neglecting traditional gender roles, and do

17
not view men wearing cosmetics in a positive light. Others, however, view this as a sign
of increasing gender equality and feel that men also have the right to enhance their facial
features with cosmetics if women do.

Today the market of cosmetics has a different dynamic compared to the 20th century.

Some countries are driving this economy:

• Japan: Japan is the second largest market in the world. Regarding the growth of
this market, cosmetics in Japan have entered a period of stability. However, the market
situation is quickly changing. Now consumers can access a lot of information on the
Internet and choose many alternatives, opening up many opportunities for newcomers
entering the market, looking for chances to meet the diverse needs of consumers. The
size of the cosmetics market for 2010 was 2286 billion yen on the basis of the value
of shipments by brand manufacturer. With a growth rate of 0.1%, the market was
almost unchanged from the previous year.
• Russia: One of the most interesting emerging markets, the 5th largest in the world
in 2012, the Russian perfumery and cosmetics market has shown the highest growth
of 21% since 2004, reaching US$13.5 billion.

With the imposition of lockdowns due to the COVID-19 pandemic and the consequent
wariness to return to salons, trends that imitate salon procedures started to emerge, such
as more complicated home skin-care regimens, hair colour preserving products, and
beauty tools. Early in the pandemic, sales on makeup essentials, like foundation and
lipstick, decreased by up to 70% because of quarantining and face covering mandates.

3.3 CLASSIFICATION OF DATA

Specifically, there are seven categories of cosmetics and personal care products – skin
care, oral care, hair care, body care, decorative cosmetics, sun care, and perfumes. But
here we taken only first five categories for the study.

18
Skin care: Products that are used to cleanse, moisturize, and protect the skin. Examples
include face wash, moisturizer, sunscreen, and facial masks.

Hair care: Products that are used to clean, style, and protect the hair. Examples include
shampoo, conditioner, hair oil, and hair gel.

Body care: Products that are used to cleanse, moisturize, and deodorize the body.
Examples include body wash, body lotion, deodorant, and body powder.

Oral care: Products that are used to maintain oral hygiene and health. Examples include
toothpaste, mouthwash, and dental floss.

Decorative cosmetics: Cosmetics intended to modify the appearance of the area to which
they are applied by use of colour. Examples included makeup powder, mascara, eye
shadows, lipsticks and foundations.

19
 CHAPTER – 4
DATA ANALYSIS AND INTERPRETATIONS

20
 TABLE 4.1

AGE LEVEL OF RESPONDENTS

Age No. of respondents Percentage

15-25 years 22 44
26-35 years 13 26
36-45 years 11 22
Above 45
years 4 8
Grand total 50 100

CHART 4.1

AGE LEVEL OF RESPONDENTS

50
45
40 44

35
30
25
26
20 22
15
10
5 8
0
15-25 26-35 36-45 ABOVE 45

INTERPRETATION

The above bar chart shows that, Majority of the respondents(i.e44%) are between the
age of 15-25 years.26% and 22% of the respondent are between the age of 26-35 years
and between the age of 36-45 years respectively .Remaining 4% of the respondent are
above 45 years.

21
 TABLE 4.2

INCOME LEVEL OF RESPONDENTS

Income No. of respondents Percentage

10000 - 11
20000 22
20000 -
30000 10 20
Above 30000 7 14
Below 10000 22 44
Grand total 50 100

CHART 4.2

INCOME LEVEL OF RESPONDENTS

22%

44%

20%

14%

10000-20000 20000-30000 Above 30000 Below 10000

INTERPRETATION
Income level of consumers is an important factor while purchasing any product. From
the table we can see that 44% respondents lies in the monthly income level of below
10000, 22% respondents belong to income level of 10000 – 20000 and 20% respondents
belong to 20000 – 30000. Only 14% respondents have income level above 30000.

22
 TABLE 4.3
MONTHLY EXPENDITURE ON PERSONAL CARE PPRODUCTS

Expenditure No. of respondents Percentage

5000 - 7500 10 26
7500 - 1 2
10000
Above 1 2
10000
Below 35 70
5000
Grand 50 100
total

CHART 4.3
MONTHLY EXPENDITURE ON PERSONAL CARE PRODUCTS

26

2
2

70

5000 - 7500 7500 - 10000 ABOVE 10000 BELOW 5000

INTERPRETATION

From the above table we can understand that most of the customers spends income under
5000 on personal care products. 35 respondents (about 70%) spends income of below
5000 on buying PCP’s. And the rest 13 respondents (26% of samples) only spend income
above 5000 on PCP’s.

23
 TABLE 4.4

PREFERRED BRAND OF SKIN CARE PRODUCTS

Brand No. of respondent Percentage
Biotique 3 6
Himalaya 18 36
Lakme 8 16
Lotus 3 6
Mamaearth 12 24
Nivea 4 8
Others 2 4
GRAND
TOTAL 50 100

CHART 4.4

PREFERRED BRAND OF SKIN CARE PRODUCTS

40

35
36

30

25
24
20

15
16

10

8
5
6 6
4
0
BIOTIQUE HIMALAYA LAKME LOTUS MAMAEARTH NIVEA OTHERS

INTERPRETATION

Among 50 respondents, 36% of them prefer Himalaya brand. 24% of respondents prefer
Mamaearth and 16% of respondents prefer Lakme skin care brand. Other brands like
Nivea, Lotus, Biotique and so on are lightly preferred.

24
 TATBLE 4.5

PREFERRED BRAND OF ORAL CARE PRODUCTS

Brand No. of respondents Percentage
Colgate 30 60
Dabur 4 8
Oral - B 2 4
Sensodynt 8 16
Pepsodent 3 6
Others 3 6
Grand total 50 100

CHART 4.5

PREFERRED BRAND OF ORAL CARE PRODUCTS

70

60
60

50

40

30

20 16

10 8
6 6
4

0
Category 1 DABUR ORAL - B SENSODYNT PEPSODENT OTHERS

INTERPRETATION

Majority of female consumers about 60% prefer Colgate as their oral care brand. 16% of
respondents prefer Sensodynt. And the least preferred oral care brand is Oral-B.

25
 TABLE 4.6
PREFERRED BRAND OF HAIR CARE PRODUCTS

Brand No. of respondent Percentage

Dove 16 32
Garnier 2 4
Head and
shoulders 8 16
Mamaearth 11 22
Sunsilk 6 12
Others 7 14
Grand total 50 100

CHART 4.6

PREFERED BRAND OF HAIR CARE PRODUCT

35

30 32

25

20 22

15
16
14
10 12

5
4
0
Dove Garnier Head And Mamaearth Sunsilk Others
Shoulders

INTERPRETATION

Among 50 respondents, 32% of them prefer Dove brand. 22% of respondents prefer
Mamaearth and 16% of respondents prefer Head and shoulders as their hair care brand.
Garnier has the least preference among the respondents.

26
 TABLE 4.7

PREFERRED BRAND OF BODY CARE PRODUCTS

Brand No. of respondent Percentage

Biotique 2 4
Himalaya 17 34

Lakme 6 12
Lotus 5 10
Mamaearth 9 18
Ponds 10 20
Others 1 2
Grand
total 50 100

CHART 4.7

PREFERRED BRAND OF BODY CARE PRODUCTS

40

35
34
30

25

20
20
15 18

10 12
10
5
4 2
0
BIOTIQUE HIMALAY LAKME LOTUS MAMAEARTH PONDS OTHERS

INTERPRETATION

Most of female consumers about 34% prefer Himalaya as their body care brand. 20% of
respondents prefer Ponds and 18% of samples prefer Mamaearth. Lakme, Lotus and
others are shortly preferred. And least preferred body care brand is Biotique.

27
 TABLE 4.8
PREFERRED BRAND OF DECORATIVE COSMETICS

Brands No. of respondent Percentage

Biotique 1 2
Lakme 24 48
Loreal 3 6
Lotus 2 4
Maybelline 13 26
Wow 5 10
Others 2 4
Grand 50 100
total

CHART 4.8
PREFERRED BRAND OF DECORATIVE COSMETIC
60

50 48

40

30
26

20

10
10
6
4 4
2
0
BIOTIQUE LAKME LOREAL LOTUS MAYBELLINE WOW OTHERS

INTERPRETATION
Among 50 respondents, 48% of them prefer Lakme as their decorative cosmetics brand.
26% of respondents prefer Maybeline and 10% of respondents prefer Wow. Biotique has
the least preference among the respondents.

28
 TABLE 4.9
PREFERRED FEATURES FOR BUYING PERSONAL CARE PRODUCT

Features No. of respondents Percentage

Effectiveness
of the
product 20 40
Fragrance 22 44
Availability 6 12
Ingredients
included 2 4
Grand total 50 100

CHART 4.9
PREFERRED FEATURES FOR BUYING PERSONAL CARE PRODUCT

4
12

40

44

EFFECTIVENESS OF THE PRODUCT FRAGRANCE

AVAILABILITY INGREDIENTS INCLUDED

INTERPRETATION
Most of the female consumers, about 44% purchase personal care product based on the
fragrance of the product. And 40% purchase personal care product based on the
effectiveness of the product. The least preferred feature is ingredients included in the
product (about 4%).

29
 TABLE 4.10
IMACT OF ADVERTISING ON PERSONAL CARE PRODUCTS

Opinion No. of respondents Percentage

Highly agree 30 60
Agree 6 12
Neutral 9 18
Disagree 2 4
Strongly
disagree 3 6
Grand total 50 100

CHART 4.10
IMACT OF ADVERTISING ON PERSONAL CARE PRODUCTS

70

60
60
50

40

30

20

10 18
12 4 6
0
HIGHLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE

INTERPRETATION
From the above table and graph, we can acknowledge that the majority of respondents
strongly agree with the element advertising has impact on brand preference of personal
care products. About 60% of respondents highly agree advertising has impact on brand
preference of personal care product.

30
 TABLE 4.11
SIDE EFFECTS EXPERIENCED FROM PERSONAL CARE PRODUCTS

Opinion No. of respondents Percentage

Not sure 12 24
No 32 64
Yes 6 12
Grand 50 100
total
CHART 4.11
SIDE EFFECTS EXPERIENCED FROM PERSONAL CARE PRODUCTS

12
24

64

NOT SURE NO YES

INTERPRETATION
We can realize that 32 respondents out of 50 respondents (about 64%) says that they had
never experience any side effects by using personal care products. And only 6 samples
(approximately 12% of respondents) experienced some side effects.

31
 TABLE 4.12
FREQUENCY OF PURCHASING PERSONAL CARE PRODUCTS
Period Frequency of Percentage
purchase
Monthly 35 70
Weekly 2 4
Yearly 13 26
Grand 50 100
total

CHART 4.11

FREQUENCY OF PURCHASING PERSONAL CARE PRODUCTS

80

70
70
60

50

40

30

20 26

10
4
0
MONTHLY WEEKLY YEARLY

INTERPRETATION
70% of respondents are monthly clients of personal care products. They use the quantity
provided by the brands effectively.

32
 TABLE 4.13
RECOMMENDATION OF PERSONAL CARE PRODUCTS TO OTHERS
Opinion No. of respondents Percentage
Maybe 14 28
No 6 12
Yes 30 60
Grand total 50 100

CHART 4.13
RECOMMENDATION OF PERSONAL CARE PRODUCTS TO OTHERS

70
60
60

50

40
28
30

20
12
10

0
MAYBE NO YES

INTERPRETATION
Among 50 respondents, 60% refers their personal care brand to others; i.e. they are
satisfied by using the particular brand. And there are least number of respondents who are
not recommends their product due to various reasons (12% of samples).

33
 TABLE 4.14
FACTORS INFLUENCING PREFERENCE OF PERSONAL CARE PRODUCTS

Factors No. of respondents Percentage

Product
quality 24 48
Price 11 22
Promotion 3 6
Brand image 7 14
Packaging 5 10
Grand total 50 100
CHART 4.14
FACTORS INFLUENCING PREFERENCE OF PERSONAL CARE PRODUCTS

60

50
48
40

30

20
22

10 14
10
6
0
PRODUCT QUALITY PRICE PROMOTION BRAND IMAGE PACKAGING

INTERPRETATION
Most of the female consumers choose product quality as first factor which influence them
to buy a personal care product (about 48% of the respondents). Price and brand image are
considered as second and third position respectively (about 22% and 14%). Promotion is
the last factor considered while selecting personal care products.

34
 TABLE 4.15
RESPONDENTS WILLING TO USE DIFFERENT BRANDS

Opinion No. of respondents Percentage

Loyal to one 17 34
brand
Like to try 28 56
different
brands
Prefer not to 5 10
say
Grand total 50 100

CHART 4.15
RESPONDENTS WILLING TO USE DIFFERENT BRANDS
60 56

50

40
34

30

20
10
10

0
LOYAL TO ONE BRAND LIKE TO TRY DIFFERENT PREFER NOT TO SAY
BRANDS

INTERPRETATION
From the above graph we can understand that, most of the female consumers, about 56%
(28 respondents) likes to try different brands. And 34% of the respondents is loyal to one
brand.

35
 TABLE 4.16
OPINION ON GETTING INFORMATION ABOUT NEW PERSONAL
CARE PRODUCT

Opinion No. of respondents Percentage

Social media 20 40
TV
Commercials 12 24
Instore display 5 10
Online review 9 18
Others 4 8
Grand total 50 100

CHART 4.16
OPINION ON GETTING INFORMATION ABOUT NEW PERSONAL
CARE PRODUCT

45
40
40

35

30
24
25

20 18

15
10
10 8

0
SOCIAL MEDIA TV COMMERCIALS INSTORE DISPLAY ONLINE REVIEW OTHERS

INTERPRETATION
Most of the female consumers get information about new personal care product is through
social media (about 40% of respondents). 24% (about 12 respondents) of female
consumers get information through TV commercials and 18% (about 9 respondents) get
information through online reviews.
36
 TABLE 4.17
FACTORS SHOWING THE BRAND PREFERENCE IN PERSONAL CARE
PRODUCTS

Opinion No. of respondents Percentage

Price 30 60
Brand reputation 5 10
Ingredient quality 12 24
Celebrity
endorsements 1 2
Recommendations
from friends and
family 2 4
Grand total 50 100

CHART 4.17
FACTORS SHOWING THE BRAND PREFERENCE IN PERSONAL CARE
PRODUCTS

2
4

24

60
10

PRICE BRAND REPUTATION INGREDIENTS INCLUDED

CELEBRITY ENDORSEMENTS RECOMENTION

INTERPRETATION
Most of the female consumers choose product price as first factor which influence them
to buy a particular brand (about 60% of the respondents). Ingredient quality and brand
reputation are considered as second and third position respectively (about 24% and 10%).
Celebrity endorsement is the last factor considered while selecting brand of personal care
products.
37
 TABLE 4.18
OPINION OF RESPONDENTS ON FOLLOWING TRENDS IN THE BEAUTY
AND PERSONAL CARE INDUSTRY

Opinion No. of respondents Percentage

Very likely 22 44
Likely 18 36
Neutral 6 12
Unlikely 3 6
Very unlikely 1 2
Grand total 50 100

CHART 4.18
OPINION OF RESPONDENTS ON FOLLOWING TRENDS IN THE BEAUTY
AND PERSONAL CARE INDUSTRY

50
45
40 44
35
36
30
25
20
15
10 12
5
6 2
0
VERY LIKELY LIKELY NEUTRAL UNLIKELY VERY UNLIKELY

INTERPRETATION
The above graph shows 44% of respondents are very likely follow trends in personal care
industry, 36% of respondents are likely follow the trends of personal care industry, 12%
of respondents are neutral when it comes to following the trends in personal care industry.

38
 TABLE 4.19
THE IMPORTANCE OF NATURAL OR ORGANIC INGREDIENTS IN
PERSONAL CARE PRODUCTS

Opinion No. of respondents Percentage

Very important 24 48
Important 16 32
Neutral 6 12
Not very
important 3 6
Not important
at all 1 2
Grand total 50 100

CHART 4.19
THE IMPORTANCE OF NATURAL OR ORGANIC INGREDIENTS IN
PERSONAL CARE PRODUCTS
60

50 48

40
32
30

20
12
10 6
2
0
VERY LIKELY LIKELY NEUTRAL UNLIKELY VERY UNLIKELY

INTERPRETATION
The above graph shows 40 of respondents (about 80%) prefers that it is important to have
natural or organic ingredients in personal care product when choosing it.

39
 TABLE 4.20
THE WILLINGNESS OF RESPONDENT TO PAY PREMIUM FOR PCP’S
THAT ALIGN WITH THIER PERSONAL VALUES

Opinion No. of respondents Percentage

Very likely 22 44
Likely 18 36
Neutral 6 12
Unlikely 3 6
Very unlikely 1 2
Grand total 50 100

CHART 4.20
THE WILLINGNESS OF RESPONDENT TO PAY PREMIUM FOR PCP’S
THAT ALIGN WITH THIER PERSONAL VALUES

6 2

12

44

36

VERY LIKELY LIKRLY NEUTRAL UNLIKELY VER UNLIKELY

40
INTERPRETATION
About 44% of respondents are very likely willing to pay premium for pcp’s that align
with their personal values. About 36% are likely willing to pay premium for pcp’s that
align with their personal values.

41
 CHAPTER 5

FINDNGS, SUGGESTIONS AND CONCLUSION

42
FINDINGS
 There are 50 female respondents irrespective of age categorizing.
 Majority of respondents have income level below 10000.
 Most of the respondents are spending less than 5000 per month on personal care
products.
 Most of them are regular monthly customers/clients of personal care products.
 Himalaya is most preferred brand of skin care products by majority of respondents
and mamaearth follows it.
 Colgate is most preferred brand of oral care products by majority of respondents
and Sensodyne follows it.
 Dove is most preferred brand of hair care products by majority of respondents and
mamaearth follows it.
 Himalaya is most preferred brand of body care products by majority of respondents
and ponds follows it.
 Lakme is most preferred brand of decorative cosmetics by majority of respondents
and Maybelline follows it.
 Majority of respondents are highly satisfied with the availability and fragrance of
personal care product brand they are currently using.
 Overall, all the female customers are satisfied with the personal care brands
available in the market.
 Mostly respondents under income level less than 10000 are highly satisfied in using
personal care products brand.
 Advertising is the major elements which influence female customers brand
preference of personal care products.
 Majority of respondents had never experienced any side from using personal care
products.
 Hence, they recommend the particular product they are using to others with full
confidence.

43
 Product quality is the main factor which influencing decision making on personal
care brands.
 Price is the main factor which influence in buying a particular brand.
 Majority of the respondents follow trends in personal care industry.
 Majority of the respondents prefers that it is important to have natural or organic
ingredients in personal care product when choosing it.
 Most respondents are very likely to purchase pcp’s if it aligns with their personal
values

44
SUGGESTIONS

 The satisfaction level of respondents is moderate on the personal care brands.

Hence, it is suggested that the manufactures should identify the reasons behind
this and then provide them with the requirements.
 Manufactures should focus on advertising to increase sales of personal care
brands in view of the fact that it is the major elements influencing customer
brand preference.
 Still there are minority of customers who are experiencing side effects from
personal care products. It should be eliminated in order to increase satisfaction
of consumers.
 Never compromise on product quality of personal care products as it is ranked
first as the factor of buying decision on particular brand.
 The respondents are not satisfied with price of personal care products. So, it is
recommended that the manufactures should implement better pricing strategies.

45
CONCLUSION

Personal care products are preparation extremely applied to change or enhance the beauty
of skin, hair, nail, lips and eyes. In today’s scenario the cosmeceutical/beauty product
market is considered to be a potential market for the cosmeceutical/personal care products
manufacturing companies. Due to the diversity in population and also having a large
population India is supposed to be one of the emerging markets in the field of personal
care production this globe. Cosmetic and personal care products generate beauty,
fragrance, pleasant look and love as well. The findings of the study help cosmetic and
personal care product manufacturing companies to make their strategies so as to capture
this new emerging cosmeceutical market segment.

46
BIBILOGRAPHY

47
BOOKS

1. “Consumer Behaviour: buying, having, and being” by Micheal R. Soloman

2. “The Psychology of Fashion” by Carolyn Mair
3. “Marketing Management” by Philip Kotler and Kevin Lane Keller

REFERENCE

1. E. Krithika and M. Banurekha (May 2021), “A study on customer preference on

cosmetic product with special reference to Coimbatore city”. Published by
International Journal of Innovative research in Technology. Volume 7 issue 12(349-
351).

https://ijirt.org/master/publishedpaper/IJIRT151272_PAPER.pdf

2. A.Gayathri and A.Deepika (March 2019), “A study on consumer preference

towards cosmetics brand among college girls”. Published by Journal of Emerging
Technologies and Innovative research. Volume 6 issue 3(67-72).

https://www.jetir.org/papers/JETIR2202355.pdf

3. Dr. Edhayavarman and K. Sundarambal (March 2017), “A study on consumer

preference on cosmetic among college girls with reference to Pudukkottai district.
Volume 6 issue 3(645-648).
https://www.worldwidejournals.com/paripex/article/a_study_on_consumer_prefer
ence_on_cosmetics_among_college_girls_with_reference_to_pudukottai_district/
MzQ1MDI=/?IS=1&b1=233&k=59

48
4. Mrs. Madhu Dhansingh Edwin, Dr. Sabura Mohamed and Mrs. Juvy Vergara (16
July 2020), “ A study on consumers brand preference relating to specific cosmetic
products among Oman women”. Published by Scholars Middle East publishers,
Dubai.(418-427)
https://saudijournals.com/media/articles/SJBMS_57_418-427.pdf
5. S. Vijayadharani, K. Uma, A. Rohini and R. Varanth (29 July 2022), “Brand
awareness and Brand preference toward herbal personal care products of FMCG
Brands; A comparative study between rural and urban consumers of Namakkal
district”. Published by Asian journal of agricultural extension, economics and
sociology. (458-463)

https://journalajaees.com/index.php/AJAEES/article/view/1588
6. Donata Tania Vergura, Crisina Zerbini and Beatrice Luceri (21 June 2019),
“Consumers attitude and purchase intention towards organic personal care products
– An application of the S-O-R model”. Published by Sinergie Italian Journal of
Management. Volume 38 issue 1.
https://www.academia.edu/67010530/consumers_attitude_and_purchase_intentio
n_towards_organic_personal_care_products_an_application_of_the_S_O_R_mod
el.
7. Anima Karmakar and Atia Ahmed (8 April 2019), “Consumers perception towards
brand preference while purchasing personal care products : A study on Rajshahi
city”. Published by ABC Research Alert. Volume 7(63-78).
https://abc.us.org/ojs/index.php/abcra/article/view/257
8. Janany E and Shivany S (August 2017), “The Factors Influencing on Purchase
Intention towards Beauty Care Products in Jaffna District”. Published by the
international journal research publications. Volume 7 number 4.
https://www.researchgate.net/publication/325869748_The_Factors_Influencing_o
n_Purchase_Intention_towards_Beauty_Care_Products_in_Jaffna_District

49
9. Dr. Rambabu Lavuri and Dr. D. Sreemulu (June 2019), “Personal Care Products: A
Study on Women Consumer Buying Behaviour”. Published by International
Journal of Research and Review. Volume 6 issue 6(271-279).
https://www.ijrrjournal.com/IJRR_Vol_6_Issue_6_June2019/IJRR0035.pdf
10.M Deepalakshmi (February 2022), “A Study on Brand Preference of Cosmetics
Products in Kilakarai City”. Published by JETIR. Volume 9 issue 2(398-402).
https://www.jetir.org/papers/JETIR2202355.pdf

50
APPENDIX

51
 QUESTIONNAIRE

Dear sir/madam,

I am MUHAMMED HISHAM.M, A BCOM student of MUSLIM ORPHANAGE’S

COLLEGE OF ARTS AND SCIENCE, CHERUVATTA, presently doing my research
project entitled "A STUDY ON BRAND PREFERENCE ON PERSONAL CARE
PRODUCT AMONG FEMALE CUSTOMERS WITH SPECIAL REFERENCE TO
KOZHIKODE DISTRICT." I request that you kindly fill out the following
questionnaire, and the information you provide will be used purely for academic purposes
and will be kept confidential.

1.Age:
 15 -25 years
 26 – 35 years
 36 – 45 years
 Above 45 years
2.Monthly income:

 Below 10000
 10000-20000
 20000-30000
 Above 30000

3.Monthly expenditure for personal care products

 Below 5000
 5000 - 7500
 7500 – 10000
 Above 10000

52
4.Your preferred brand of skin care products

 Biotique
 Nivea
 Lakme
 Himalaya
 Lotus
 Mamaearth
 Others

5.Your preferred brand of oral care products

 Colgate
 Sensodynt
 Pepsodent
 Oral – B
 Dabur
 Others
6. Your preferred brand of hair care products
 Garnier
 Sunsilk
 Mamaearth
 Dove
 Head and shoulders
 Others
7. Your preferred brand of body care products
 Mamaearth
 Lakme
 Ponds
 Lotus

53
  Himalaya
 Biotique
 Others
8. Your preferred brand of decorative cosmetics
 Lotus
 Lakme
 Maybelline
 Wow
 Loreal
 Biotique
 Others

9.Which of the following features do you consider when buying a personal care product?

 Effectiveness of the product

 Fragrance
 Availability of the product
 Ingredients included

10. Does advertising have impact on brand preference of personal care products?

 Highly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

11.Have you experienced any side effects from the personal care products you are
currently using?

 Yes
 No
 Not sure

54
12.How frequently you purchase personal care products?

 Weekly
 Monthly
 Yearly

13.Would you recommend the personal care products you are currently using to others?

 Yes
 No
 Maybe

14. Which factors that influence you to choose the personal care products?

 Product quality
 Price
 Promotion
 Brand image
 Packaging

15. Are you loyal to a specific personal care brand, or do you like to try different brands?

 Loyal to one brand

 Like to try different brands
 Prefer not to say

16. Where do you usually get information about new personal care product?

 Social media
 TV commercials
 In-store displays
 Online reviews
 Others (please specify)

55
17. What influences your brand preference in personal care products?

 Price
 Brand reputation
 Ingredient quality
 Celebrity endorsements
 Recommendations from friends/family

18.Do you follow trends in the beauty and personal care industry?

 Very likely
 Likely
 Neutral
 Unlikely
 Very unlikely

19. How important are natural or organic ingredients to you when choosing personal care
products?

 Very important
 Important
 Neutral
 Not very important
 Not important at all

20. Would you be willing to pay premium for personal care products that align with your
personal values?

 Very likely
 Likely
 Neutral
 Unlikely
 Very unlikely

56
57