pg. 1 EMPIRICAL STUDY ON “Consumer Buying Behaviour Regarding Cosmetic in India” SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF POST GRADUATE DIPLOMA IN MANAGEMENT TO M.S.RAMAIAH INSTITUTE OF MANAGEMENT BY SUBHRA SUTRADHAR(121245) PIYUSH RAY CHOUDHURY(121231) R. MANOJA(121235) SANDEEP KUMAR(121240) K. YASWANTH REDDY(121222) UNDER THE GUIDANCE OF MRS. JAYASHREE KOWTAL M. S. RAMAIAH INSTITUTE OF MANAGEMENT BANGALORE- 560054
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
pg. 1
EMPIRICAL STUDY ON
“Consumer Buying Behaviour Regarding Cosmetic in India”
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF POST GRADUATE DIPLOMA IN MANAGEMENT
TO
M.S.RAMAIAH INSTITUTE OF MANAGEMENT
BY
SUBHRA SUTRADHAR(121245)
PIYUSH RAY CHOUDHURY(121231)
R. MANOJA(121235)
SANDEEP KUMAR(121240)
K. YASWANTH REDDY(121222)
UNDER THE GUIDANCE OF
MRS. JAYASHREE KOWTAL
M. S. RAMAIAH INSTITUTE OF MANAGEMENT
BANGALORE- 560054
pg. 2
CERTIFICATE BY THE GUIDE
Certified that this dissertation is based on an original project study conducted by this group under my guidance. They have attended the required guidance sessions held. This project report has not formed a basis for the award of any other Degree / Diploma of any University or Institution.
SIGNATURE OF THE GUIDE:
SIGNATURE OF THE HEAD OF THE DEPARTMENT:
pg. 3
STUDENT’S DECLARATION We hereby declare that the Project Report conducted on “Consumer buying behaviour regarding Cosmetic in India” under the guidance of Asst.Prof Jayashree Kowtal submitted in partial fulfillment of the requirements for the degree of POST GRADUATE DIPLOMA IN MANAGEMENT TO M.S.RAMAIAH INSTITUTE OF MANAGEMENT. It is our original work and the same has not been submitted for the award of any other Degree/Diploma/Fellowship or other similar titles or prizes. Place: Bangalore Subhra Sutradhar (121245) Piyush Ray Choudhury(121231) R. Manoja (121235) Sandeep Kumar(121240) K. Yaswanth Reddy(121222)
pg. 4
ACKNOWLEDGEMENT
We extend our special gratitude to our beloved Dean Shri Swaminathan Murthy &
Academic Head Shri. V. Narayanan and Program Head Asst. Prof. Jayashree Kowtal
for inspiring us to take up this project.
We wish to acknowledge our sincere gratitude and indebtedness to our project guide Asst.
Prof. Jayashree Kowtal of M.S. RAMAIAH INSTITUTE OF MANAGEMENT
Bangalore for her valuable guidance and constructive suggestions in the preparation of
project report.
STUDENTS’ NAMES: SUBHRA SUTRADHAR
PIYUSH RAY CHOUDHURY
R. MANOJA
SANDEEP KUMAR
K. YASWANTH REDDY
pg. 5
PREFACE
Consumer behavior is the key factor affecting the today's marketing environment. After the
liberalization and the globalization there has been a sea change in the Indian market scenario.
The MNC's have entered the fray, which forced the Indian giants to change their strategies.
There is a cutthroat competition and in order to survive and to have an edge over competitors,
marketers have realized the value of consumers. Consumer’s orientation is the keyword in
present times.
The purpose of this project is to provide the students with the practical exposure of the market in
today's changing scenario. It helps in the development of practical skills and analytical thinking
process. It provides with basic skills required to perform the survey; and statistical tools required
analyzing the data. Also it makes more aware about the perceptions and tastes of consumers.
Thus it helps in molding the students according to the requirements of market. Consumers
buying preferences tastes choices have changed and they have become more conscious. Change
in consumer’s perception has lead to a situation of dissatisfaction among consumers. There has
been a lot of change in the rural consumers. Their living standard has got uplifted and they are
ready to spend more to have qualified products.
The present study is based on the behaviour of the consumers in urban area while purchasing
cosmetics. It gives the information about the attitude, perception and effect of social, cultural,
economic, and demographic and psychographics factors on purchase of the consumers
pg. 6
CHAPTER 1
Introduction
pg. 7
Section A: Background
“Beauty is only skin deep”- true, but not really relevant in today’s world. The origin of the
phrase dates back to 1613, when it was first found in a work by Sir Thomas Overbury.
Interestingly, along with the evolution of this mortal world, the meaning and the importance of
this saying has faded by the hour and by the minute. Even if beauty is superficial, physical
beauty that is, people do not care about it as long as it makes them happy, and boosts that thing
called “self confidence” of theirs. The reason why I have double quoted the word self confidence
is that, if it takes looks, or more specifically, good looks to make you feel and be confident, then
I would say that has no significance. People go through all the pains of searching for the right
products for their skin, and hair, and anything that would accentuate their looks. Another method
which has been in the limelight for decades now, is cosmetic surgery. For many, cosmetic
surgery isn’t the solution, not even an option may be. Here steps in the subject of our research-
Cosmetics.
Surprisingly, use of cosmetic products is not new to the world. It dates back to the early modern
civilizations. Some 6 thousand years ago, human made cosmetics appeared as the way to
enhance the appearance and odor of the human body. The aura of exclusivity around cosmetics is
the result of the complexity in manufacturing process, the amount at which they are priced, and
their connection to the elite class of the society. Because it is in human nature to always strive to
perfection and new ways to express ourselves, cosmetic played a really big role in our
advancements from ancient civilization to the modern way of life. Cosmetics helped us change
the way we look, fixed out bodies in time of sickness and enabled us to express our religion and
beliefs. For the long periods of time, cosmetic products were frowned upon in Western history,
and even actively forbidden to be used by many organizations. This “dark” period of cosmetic
use finally ended during the end of the 19th and early 20th century, when great advancements in
manufacturing, new entertainment industries and faster changes enabled the rise of famous
cosmetic brands and their widespread use.
Cosmetics have been used for as long as there have been people to use them. Face painting is
mentioned in the Old Testament (Ezekiel 23:40) and eye shadow was used in Egyptian burials
dating back to 10,000 BC (Llewelyn) The word "cosmetae" was first used to describe Roman
pg. 8
slaves whose function was to bathe men and women in perfume. The first archeological evidence
of cosmetics comes from the excavated tombs of Ancient Egypt pharaohs, but historians are
convinced that first natural made cosmetics were used by our prehistoric ancestors much before
rise of modern civilizations. Cosmetics were an inherent part of Egyptian hygiene and health.
Oils and creams were used for protection against the hot Egyptian sun and dry winds. Myrrh,
and Lotus and many more. The Indian cosmetics industry has emerged as one of the unique
industries holding huge potential for further growth. In 2009, the cosmetics industry registered
sales of INR 356.6 Billion (US$ 7.1 Billion) despite the global economic recession. Indian
pg. 43
cosmetics Industry has mainly been driven by improved purchasing power and rising fashion
consciousness of the Indian population and industry players spending readily on the promotional
activities to increase consumer awareness and develop their products.
According to a new research report, the Indian Cosmetics Industry is expected to witness
impressive growth rate in the near future owing to rising beauty concern of both men and
women. Today the industry holds promising growth prospects for both existing and new players.
The baseline is that there has been a rise in variety of products offered by the industry players in
the country. The companies have started going for rural expansion and are offering specialized
products to generate revenues from all the corners of the country. Improvement and
strengthening of the Indian economy in the coming years will also pave the way for the Indian
cosmetics market over the forecast period and develop the Cosmetic Industry.
The Indian Cosmetic market which traditionally a stronghold of a few major Indian players like
Lakme, and Ponds has seen a lot of foreign entrants to the market within the last decade. India is
a very price sensitive market and the cosmetics and personal care product companies, especially
the new entrants have had to work out new innovative strategies to suit Indian preferences and
budgets to establish a hold on the market and establish a niche market for them.
Top leading companies
Lakmé is the Indian brand of cosmetics, owned by Unilever. It started as a 100%
subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it is named after the French
opera Lakmé, which itself is the French form of Lakshmi, the goddess of wealth who has
is also renowned for her beauty.
Revlon is an American cosmetic for skin care, fragrance, and Personal Care Company
founded in 1932.
Oriflame Cosmetics S.A. (Luxembourg) is a cosmetics group, founded in 1967 in
Sweden by the brothers Jonas AF Jochnick and Robert AF Jochnick.
The L'Oréal Group is the world's largest cosmetics and Beauty Company. It
concentrates on hair colour, skin care, sun protection, make-up, perfumes and hair care.
pg. 44
Chambor cosmetic line is a blend of the finest traditions in terms of radiant color, soft
texture and skin accentuator.
Maybelline is a makeup brand sold worldwide and owned by L'Oréal.
Avon Products, Inc. is a US cosmetics, perfume and toy seller with markets in over 140
countries across the world.
Make-up Art Cosmetics or MAC Cosmetics, is a manufacturer of cosmetics which was
founded in Toronto, Canada by Frank Toskan and Frank Angelo in 1984
ColorBar cosmetics are one of the leading brands of color cosmetics in India.
Street Wear is a young, funky and hip brand which globally is positioned at the young
and trendy shopper and the range consists of about 30 SKUs covering categories like nail
enamel, lipsticks, lip gloss, face make-up kits and eye shadows.
Latest development
According to Indian Cosmetic Sector Analysis (2009-2012), the Indian cosmetics
industry is expected to witness fast growth rate 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 CAGR of around 17% during 2010-2013.
A study even shows that affordability and rising consumer base were the main drivers
behind the high cosmetic sales of around INR 356.6 Billion (US$ 7.1 Billion) in 2009.
Market players are getting lucrative and good opportunities as people have become more
beauty conscious due to changing lifestyle and spreading consumer awareness.
According to ASSOCHAM the size of India's cosmetics market will rise by almost a half
to 1.4 billion dollars in the next two-three years as people get fashion conscious and more
brands are launched. With increased awakening about cosmetics brands, which is evident
even in rural India, the industry size will grow to around 1.4 billion dollars from current
level of 950 million. It is projected to grow at a CAGR of around 7% during the forecast
period.
pg. 45
Indian Cosmetics Industry is set for a significant growth depending on the capability of
the manufacturers to market their products. Products that claim to renew cells, minimize
pores, and restore hydration have created an $83 billion worldwide market.
Due to the optimistic assessment the domestic cosmetic and toiletries industry show that
with increased awakening which is growing even in rural India, its size will grow in next
2-3 years to around US$ 1400 million from current level of US$ 950 million. Till then
India's per capita consumption of cosmetic and toiletries products could be on par with
that of China which currently is US$ 1.5, says ASSOCHAM analysis.
pg. 46
CHAPTER- 4
Analysis Of Data
pg. 47
ANALYSIS OF RESPONSES GIVEN BY STUDENTS
NON-WORKING AND WORKING WOMEN
USAGE OF COSMETICS
TABLE NO :-1
Product Student Non-working Working
Sampoo 54 32 14
Eye Liner 40 20 8
Kajal 8 0 1
Facewash 42 0 10
Moisturizer 34 20 8
Muscura 6 0 4
Compact 14 0 4
Conditioner 8 0 6
Bleach Cream 20 18 12
Astringent 16 0 6
Cleansing Milk 36 20 8
Foundation 12 6 2
Lipstick 50 24 12
Perfum 30 16 10
Deodorant 44 12 12
Nail paint 48 8 6
Cream 34 8 4
pg. 48
SampooEye Liner Kajal
Facewash
Moisturizer
MuscuraCompact
ConditionerBleach CreamAstringent
Cleansing Milk
Foundation
Lipstick
Perfum
Deodorant
Nail paintCream
Student
pg. 49
Sampoo
Eye Liner
Kajal
Facewash
Moisturizer
MuscuraCompact
Conditioner
Bleach Cream
Astringent
Cleansing Milk
Foundation
Lipstick
Perfum
DeodorantNail paint Cream
Non working
pg. 50
Sampoo Eye LinerKajal
Facewash
Moisturizer
MuscuraCompact
Conditioner
Bleach Cream
Astringent
Cleansing Milk
Foundation
Lipstick
Perfum
Deodorant
Nail paint Cream
Working
pg. 51
THE POPULAR BRANDS AMONG
Table no:-2
Product Student Non-working Working
Sampoo Sunslik,Pentence Clinic Plus Clinic Plus
Eye Liner Lakme Lakme Lakme
Kajal Lakme Lakme Lakme
Facewash Ponds,Pears Ponds Ponds,Pears
Moisturizer Ponds,Pears Ponds Ponds,Pears
Muscura Lakme Lakme Lakme,Revlon
Compact Lakme Lakme Lakme,Revlon
Conditioner Ultra Doux Ultra Doux Ultra Doux
Bleach Cream Fem,Joilen Fem,Joilen Fem,Joilen
Astringent Ayur Ayur Ayur
Cleansing Milk Lakme,Ayur Lakme,Ayur Lakme,Ayur
Foundation Lakme Lakme Touch,Revlon
Lipstick Lakme Lakme,Revlon Lakme,Revlon
Perfum El-Paso,Elle Rexona-Do-It Charlie,Oroflame
Deodorant Elle-18Rexor Rexona Ella-18,Fa,Ponds
Nail paint Revlon,Lakme Revlon,Lakme Alpha,Lakme
Cream Charmis F&L Ponds,Nivea Ponds,Nivea
pg. 52
TYPES OF COSMETIC USED
Table no:-3
Product Student Non-working Working
Branded 40 8 24
Local 14 6 8
The survey shows that students use branded cosmetics
Branded74%
Local26%
StudentBranded Local
pg. 53
The survey shows that non-working women use branded cosmetics.
Branded57%
Local43%
Not working
pg. 54
The survey shows that working women use branded cosmetics.
Branded75%
Local25%
Working
pg. 55
REASON FOR USING COSMETICS
Table no:-4
Reason Student Non-working Working
To improve your personality 26 9 6
Social Influences 5 10 3
Fashion and Status Symbol 5 5 2
Health point of view 8 4 1
Psychological Satisfaction 10 4 2
The survey shows that students buy cosmetics, keeping in mind health and personality improvement. Fashion and status and social influences
do not cater much.
To improve your personality
48%
Social Influences9%
Fashion and Status Symbol
9%
Health point of view15%
Psychological Satisfaction
19%
Student
pg. 56
The survey shows that the non-working buys cosmetics for their psychological satisfaction and health.
To improve your personality
28%
Social Influences31%
Fashion and Status Symbol
16%
Health point of view12%
Psychological Satisfaction
13%
Non working
pg. 57
The survey shows that working women buy cosmetics to improve the Personality and they are also affected by social influences
To improve your personality
43%
Social Influences22%
Fashion and Status Symbol
14%
Health point of view7%
Psychological Satisfaction
14%
Working
pg. 58
ABOUT COSMETICS
Table no:-5
Perception Student Non working Working
Luxury 10 6 2
Necessity 36 24 10
Both 8 2 2
The survey shows that students perceive cosmetics to be a necessity.
Luxury18%
Necessity67%
Both15%
Student
pg. 59
The survey shows that non-working perceive cosmetics to be necessity
Luxury19%
Necessity75%
Both6%
Non Working
pg. 60
The survey shows that working women perceive cosmetic to be a necessity.
Luxury14%
Necessity72%
Both14%
Working
pg. 61
Factors Behind Buying Decision
TABLE NO:-6
Factors Student Non-Working Working
Brand 40 8 8
Price 48 12 5
Quality 24 4 10
Packaging 6 2 4
Ease to Use 14 6 2
Availability 20 4 2
The survey shows that students consider price and brand name to an important determinant in buying cosmetics.
Brand26%
Price32%
Quality16%
Packaging4%
Ease to Use 9%
Availability13%
Student
pg. 62
The survey shows that the non-working women consider brand name price and easeof use
to be an important determinant in buying cosmetics
Brand22%
Price33%
Quality11%Packaging
6%
Ease to Use 17%
Availability11%
Non-Working
pg. 63
The survey shows that the working women consider quality and brand name to be important determinant in buying cosmetics.
Brand26%
Price16%Quality
32%
Packaging13%
Ease to Use 7%
Availability6% Working
pg. 64
Source Of Information
TABLE NO:-7
Sources Student Non-Working Working
Beautician 34 10 6
Doctors 8 4 0
Shop-Keepers 4 2 0
Friends 48 16 8
Media 30 24 12
The survey shows that friends and beautician are sources that make students aware of cosmetics.
Beautician27%
Doctors7%
Shop-Keepers3%
Friends39%
Media24%
Student
pg. 65
The survey shows that media and friends make non-working women aware of cosmetics
Beautician18% Doctors
7%Shop-Keepers
3%
Friends29%
Media43%
Non-Working
pg. 66
The survey shows that media and friends influence working women.
Beautician23%
Doctors0%
Shop-Keepers0%
Friends31%
Media46%
Working
pg. 67
Outlets For Purchase
TABLE NO :-7
Outlets Student Non-Working Working
General Stores 46 24 10
Exclusive Cosmetic 4 0 0
Beauty Parlours 28 4 3
Cosmetic Stores 14 4 2
The survey shows that student generally buy cosmetics from general stores and parlors
General Stores50%
Exclusive Cosmetic
4%
Beauty Parlours31%
Cosmetic Stores15%
Student
pg. 68
The survey shows that non-working women largely buy cosmetics from general stores.
General Stores75%
Exclusive Cosmetic
0%
Beauty Parlours12%
Cosmetic Stores13%
Non-Working
pg. 69
The survey shows that working women largely buy cosmetics from cosmetic stores.
General Stores67%
Exclusive Cosmetic
0%
Beauty Parlours20%
Cosmetic Stores13%
Working
pg. 70
Expenditure on cosmetics
TABLE NO :-8
Expenditure Student Non-Working Working
0-50 8 4 0
50-100 32 12 0
100-150 4 10 0
150-200 4 2 4
More 6 0 10
The survey shows that students spend Rs.50-100 monthly on cosmetics. The survey shows that working women largely buy
0-5015%
50-10059%
100-1508%
150-2007% More
11%
Student
pg. 71
The survey shows that non-working women spend on an average Rs.50-100 on cosmetics.
0-5014%
50-10043%
100-15036%
150-2007%
More0%
Non-Working
pg. 72
The survey shows that working women spend Rs. 150-200 on cosmetics.
0-500%
50-1000%
100-1500%
150-20029%
More71%
Working
pg. 73
Effect of Cosmetic Advertisements
TABLE NO :-9
Effect Student Non-Working Working
Help 36 8 8
Not Help 18 24 6
The survey shows that advertisement help many students to decide on type and specific brand of cosmetics.
Help67%
Not Help33%
Student
pg. 74
The survey shows that housewives are generally not influenced by cosmetic advertisements.
Help25%
Not Help75%
Non-working
pg. 75
The survey shows that advertisements play a role in helping working women to choose on specific brand and type of cosmetic.
Help57%
Not Help43%
Working
pg. 76
Type of Cosmetic
TABLE NO:-10
Type Student Non-Working Working
Herbal 40 22 10
No-Herbal 14 10 4
The survey shows that students prefer using herbal brands.
Herbal 74%
No-Herbal26%
Student
pg. 77
The survey shows that most of the non-working women use herbal products.
Herbal 69%
No-Herbal31%
Non-Working
pg. 78
The survey shows that most of the working women use herbal products.
Herbal 71%
No-Herbal29%
Working
pg. 79
Brand Switching
TABLE NO :-11
Attitude Student Non-Working Working
Change 34 22 10
Not-change 20 10 4
The survey shows that students generally change their brands.
Change63%
Not-change37%
Student
pg. 80
The survey shows that non- working women change their brands frequently.
Change69%
Not-change31%
Non-Working
pg. 81
The survey shows that working women too change brands.
Change71%
Not-change29%
Working
pg. 82
Same Brand For all Existing Product Category
TABLE NO :-12
Response Student Non-working Working
Yes 10 10 2
No 44 22 12
Yes19%
No81%
Student
pg. 83
The survey shows that non-working women do not use same brand for all cosmetics. However, a few still use same brand.
Yes31%
No69%
Non-working
pg. 84
The survey shows that a very high percentage of working women use different brands.
Yes14%
No86%
Working
pg. 85
Experience of Duplicity
TABLE NO :-13
Experience Student Non-working Working
Yes 12 12 2
No 42 22 12
The survey shows that a few students experienced duplicity.
Yes22%
No78%
Student
pg. 86
The survey shows that about one third working women have experienced duplicity.
Yes35%
No65%
Non working
pg. 87
The survey shows that a very few working women have experienced duplicity.
Yes14%
No86%
Working
pg. 88
Regarding Healthy Impression about The Quality of Cosmetics
TABLE NO :-14
Response Student Non-Working Working
Yes 78 56 71
No 22 44 29
The survey shows that students think that variety of cosmetic create a healthy impression about quality of cosmetics.
Yes78%
No22%
Student
pg. 89
The survey shows that non-working women think that variety of cosmetics of a particular brand does not create a healthy impression about the quality of cosmetics.
Yes56%
No44%
Non-Working
pg. 90
The survey shows that like students, working women also think that variety of cosmetics create a healthy impression about quality of cosmetics.
Yes71%
No29%
Working
pg. 91
Brand usage in the Family
TABLE NO :-15
Brand Student Non-Working Working
Same 32 22 8
Difference 22 10 6
The survey shows that that some families use all the products of cosmetics of the same brand.
Same59%
Difference41%
Student
pg. 92
The survey shows that almost all the non-working women use cosmetics of the same brand.
Same69%
Difference31%
Non-Working
pg. 93
The survey shows that half the working women families use cosmetics of different brands.
Same57%
Difference43%
Working
pg. 94
Price versus Utility
TABLE NO :-16
Perception Student Non-Working Working
Yes 22 20 10
No 32 12 4
The survey shows that students do not think that price is in sync with the utility they offer.
Yes41%
No59%
Student
pg. 95
The survey shows that non-working women think that price is correct according to the utility they offer.
Yes62%
No38%
Non-Working
pg. 96
The survey shows that working women also think that price is in sync with the utility they offer
Yes71%
No29%
Working
pg. 97
CHAPTER 5
Findings and Suggestions
pg. 98
FINDINGS
• In the present scenario, all the females use cosmetics. However the
number of cosmetics used varies. The highest response is being shown by working
women, next by students and least by non-working women.
• Nearly, all the females use branded products.
• Cosmetics are generally used for improving their looks and personality.
• Using cosmetics gives them psychological satisfaction and confidence.
• Cosmetics nowadays have become a necessity for all the females.
• Cosmetics are purchased keeping in mind the brand name, price and
quality. Packaging and ease of use do not hold much significance. This is true for all the
three categories.
• Friends and media play a very important role in making females aware of
cosmetics.
• Cosmetics are generally purchased from general stores by all the three categories of
females.
• Working women spend more on cosmetics on an average than housewives and student
• Cosmetics have after effect though their frequency is very les. But to satisfy their short
term need they are being used.
pg. 99
• Advertisements play a role in helping customer decide on specific brand of cosmetics.
Students and working women influenced more.
• Working women buy cosmetics in medium size, student in small size and working
women in large in size.
• There is trend to use herbal cosmetics. Due to the awareness, the ill-
effects are being considered while buying them.
• Customer while purchasing cosmetics are not brand loyal.
• No brand as such is providing all the popular products in cosmetics.
• Duplicity although very less is being experienced which result in brand
switching.
• Creating variety of cosmetics of a particular brand creates a healthy
• Price of cosmetics is found to be consummate with the utility it offers.
pg. 100
SUGGESTIONS
Marketers should try to create brand loyalty by making special changes in the product.
They should try to generate positive word of mouth by generating quality products.
Duplicity should be checked as per standards.
Proper attention should be given to make cosmetics free of after-effects.
For promotion purposes, more attention should be given to the general and cosmetic
stores.
As media plays an important role, TV and magazines should be properly exploited.
Celebrities and brand ambassadors should be included in the advertisements to make
them more effective.
pg. 101
BIBLIOGRAPHY
1.International Review of Business and Social Sciences
http://irbss.org/files/pdf/IRBSS-12-1913.pdf
2.International Journal in Multidisciplinary and academic research
1) Do you use cosmetics? a) Yes b) No If yes, please specify the name. 2) Which cosmetics do you use? a) Branded b) Local 3) Reasons for buying and using cosmetics: a) To improve personality b) Social influences c) Fashion and status symbol d) Health point of view e) Psychological satisfaction 4) What is your opinion about cosmetics? a) Luxury b) Necessity c) Both 5) What factors do you consider while purchasing cosmetics? a) Brand b) Price c) Quality d) Packaging e) Ease of use f) Availability
pg. 104
6) What are the sources that make you aware of cosmetics? a) Beauticians b) Doctors c) Shopkeepers d) Friends e) Media 7) From where do you purchase cosmetics? a) General stores b) Exclusive cosmetic stores c) Beauty salons 8) How much on an average do you spend on cosmetics? a) 0-50 b) 50-100 c) 100-150 d) 150-200 e)200 or more 9) Do you think cosmetic advertisements help you to decide on type and specific brands of cosmetics? If yes, please mention. 10) What type of cosmetics do you like to buy? a) Herbal b) Non-herbal 11) Do you regularly use the same brand of cosmetics or change the brand frequently? If yes, then reasons for changing are: a) Price change b) New brand introduction c) Product improvement d) Package changes e) Advertising intensity
pg. 105
12) Do you use the same brand of cosmetics for all the existing product categories in cosmetics? a) Yes b) No 13) Have you ever experienced any inferiority or duplicity in cosmetics you have purchased? If yes, how has that influenced your buying behavior? a) Brand switching b) Category switching c) Any other 14) Does variety of cosmetics of a particular brand create a healthy impression on your mind about the quality of cosmetics? a) Yes b) No 15) Do all your family members use same brand/type of cosmetics? a) Yes b) No 16) Do you think that the price of cosmetics in general is in sync with the utility they offer? a) Yes b) No Name : Age : Profession: Address :