SUNIL BHATT

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DISSERTATION REPORT

ON

A STUDY OF CONSUMER BEHAVIOUR IN THE MENS

COSMETIC MARKET

INPARTIAL FULLFILMENT OF MASTER OF BUSINESS

ADMINISTRATIONPROGRAM

Submitted to: Submitte

DR. VIJAY JAIN SUNIL BHATT

FACULTY- U.I.T. BATCH- 2009-11

UTTRAKHAND TECHNICAL UNIVERSITY, DEHRADUN


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CERTIFICATE

This is certify that the dissertation report entitled A STUDY OF CONSUMER

BEHAVIOUR IN THE MENS COSMETIC MARKET contains original work done by

SUNIL BHATT ofUTTANCHAL INSTITUTE OF TECHNOLOGY during the

academic year 2009-11.

It is being submitted in partial fulfilment of requirement for the award of MBAawarded by UTTANCHAL INSTITUTE OF TECHNOLOGY and is a record of

student own work carried under guidance and supervision of Vijay Jain.

Signature

(Faculty)


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ACKNOWLEDGEMENT

I am highly indebted to various sources for providing me the necessary stimulus for the

dissertation. I am also grateful to all those people whose works and writing have helped

me in preparation of this report.

In the preparation of this dissertation, I have received considerable encouragement and

assistance from several authorities but I thankfully acknowledge the guidance provided by

Mr. Anil Joshi who has been of great help to me.

I also acknowledge to HOD Dr.Saurabh Joshi who provided me an opportunity to

undertake my dissertation report. I am also grateful to every person for his or her kind

help, cooperation and encouragement, during the preparation of my dissertation report.

Signature SUNIL BHATT


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TABLE OF CONTENTS

S.No CONTENTS PAGENO.

1Introduction 5

2 Review of Literature 24

3 Research Methodology 28

3.1 Objective 29

3.2 Reserch design 30

3.3 Sample Size 30

3.4 Area of Work 30

3.5 Sourse of data collection 31

3.6 Limitation 32

4 Data collection and Interpretations 33-45

5 Findings 46

6 Recommendations 49

7 Conclusion 53

8 Bibliography 56

9 Questionnaire 58


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INTRODUCTION


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INTRODUCTION

This study will take you through an interesting phenomenon which has taken place over this

decade. The Indian economy has grown leaps and bounds and so have the people and themarkets of India. The country has witnessed an increase in disposable incomes of people, a

growing middle class, boom in aviation, retail sector, service sector jobs have led to influence on

the male gender. And this emergence of media and mobile has impacted the third M-male!

The Indian Male is the centre of the study. The Indian cosmetic industry for mens personal

care items is worth 300 crore rupees. Many new products have been launched in the market

especially for men. And many men only beauty salons have mushroomed. The Indian men has

been talked about in a lot of newspapers and reports, for one reason- The Indian men have started

following a personal care regime and are no longer shy of admitting it.

This study is divided into six main parts. The first part throws light on the skin care market for

mens products, its characteristics, the trends and the marketing mix used by many marketers.

The second part mentions a few scholarly articles from journals, newspapers, magazines and

spokespersons. This part familiarizes you with what the experts and analysts feel about the male

cosmetic consumption habits in India. The third part introduces the consumer behavior aspect of

the study. The external and internal influences on men during purchase of cosmetics have been

accounted for. And then the theory of self concept has been explained in detail. The third chapter

explains the research methodology, data collection methods and the research design and it also

shows the parameters used in the questionnaire for data collection. The fifth part shows the data

Analysis through the SPSS software. Cross tabs, factor analysis have been used to simplify the

results. And finally the sixth part talks about the findings and recommendations.

This report is characterized by shocking findings and is overall grasping to read. All necessary

information has been included and the findings and recommendations have been kept simple


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1.1. Industry Profile

For players and target customers, the market for cosmetics has been through a long transition and

several stages of evolution. Multinationals woke up early to the Indian opportunity and entered

the market in the mid-1990s. Despite some initially difficulty, they have learnt the tricks of the

trade and are now fighting tooth and nail with established Indian players. In terms of product

profile, the herbal wave and renewed focus on cosmetics for men have been the two predominant

trends over the past decade.

1.1.1. Herbal wave

Over the past couple of years, the herbal wave has been sweeping the skin care segment. This Rs

300-crore segment is perceived to be the hottest and the fastest growing. A slew of companies

launched herbal skin-care products. Players such as Shehnaz Hussain have been in this segment

for quite some time. With the dawning of the potential of this segment, players such as Biotique

and Lotus Herbals, which operate in the premium segment, have become more prominent.

Existing players too have expanded their range to include herbal variants. For instance,

Hindustan Lever recently introduced the herbal version of its popular Fair & Lovely brand. The

belief that cosmetics are harmful to the skin and increased awareness among consumers of herbal

products triggered the demand for natural products rather than chemical-based cosmetics.


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1.1.2. Healthcare companies test the water

This trend has attracted a host of new entrants, including health-care companies such as

Himalaya Drugs (with its Ayurvedic Concepts range), Dabur and Dr Morepan. While Himalayas

Ayurvedic Concepts have already hit the shelves, Dabur plans to launch three skin-care products

this year. With the acquisition of the Lifespring chain of health and beauty stores, Dr Morepan

Laboratories is exploring opportunities in the cosmetics segment.

1.1.3. Targeting men

The cosmetics industry, traditionally believed to target women, has a new target segment: Men.

No longer do cosmetics represent a `women only market. Many players are coming up with skin

care products for men.

The mens personal care segment is estimated to be worth Rs 790 crore, with Gillette having a

large share of the pie. Others, including Godrej, HLL and CavinKare also have a presence in the

market.

The growing demand for mens cosmetics inspired cosmetics majors such as Modicare and

Amway to launch new products in the skin-care segment. Modicare is coming out with its

Velocity range, while Amway has launched its mens range in the Indian markets.


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1.1.4. The market now Industry Leaders

The Indian cosmetics industry appears to have considerable growth potential. Of the Rs 3,000-

crore cosmetics and toiletries industry, the market size of the skin-care segment alone is

estimated at Rs 1,200 crore. Fairness creams account for around 60 per cent of the skin-care

business at around Rs 700 crore. This segment has some of the big names such as Hindustan

Lever (Fair & Lovely) with a massive 53 per cent market share, followed by CavinKare (Fair

ever) with over12 per cent share and Godrej Fair Glow with a 3.4 per cent share. Other players

such as Emami (Gold Turmeric and Naturally Fair), Revlon (Fair & Glow) also have a presence

in this market. Specialty creams such as sunscreen lotions, moisturizers, and toners, cleansing

lotions, under-eye dark circle removing creams and cold creams contribute the rest.


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1.2. Beauty industrials stakes

In a market which is developing faster and faster, the actors are faced to the following stakes:

y Making a specific cosmetic offer: Male skin has different characteristics from the ones ofFemale skin (thickness, rhythm of ageing, sebum secretion)

y Investing in R&D to guarantee the product, because men are looking for simplecare Products, quick to use, with immediate efficiency and convincing results

y Getting an image of men beauty specialist with a wide and deep offer, most oftenafter Having initialized the market with shaving products

y Organizing a proper distribution to the male target, knowing two major factors:

Men beauty is still under taboos, what means an anonymous and

discreet Distribution except for perfumes

Woman still has a strong prescription power and realizes most of the purchases

1.2.1. The market actors

Men cosmetics market is still in a structuring phase. Nevertheless, 3 kinds of actors are

appearing:

Cosmetics industry leaders

These actors are the most powerful in the market. They all have important financial and

Organizational ways to impose their products in the male market. They pursue a roll-over

Strategy close to the one used since a long time in the female market. These are Hindustan levers

fair and lovely mens active, Shehnaz Husseins Fairone, LOreals mens expert, Emamis Fair

one .To keep their ranks, the leaders are now compelled to spread their product ranges to stay in

the competition. That is why Emami, one of the pioneers since 2005, are planning to add up to

45 products to the mens cosmetic range. LOreal, Sheshieldo already have a portfolio of 15

brands and seek to increase it in India.


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Care universe actors

Some brands benefit of a strong credibility thanks to the care market. This market has several

advantages in the distribution network - pharmacies, institutes, spas - thanks to their support.

Actually, these actors take advantage of the know-how and the credibility which characterize care

and pharmaceutical world, and could get a determinant rank in the market. Brands and

laboratories to know are for instance Maricos Kaya skin clinic, Hindustan Unilevers Ayush.

Independent cosmetics makers

They strongly stimulate the market by adapting their offer to men, but their diffusion stayconfidential. To become strong, this group needs distributors to give visibility to beauty for men

through specific spaces or special concepts. Independent makers have to use particular ways and

specific concepts to introduce the market because they do not have the power of the market

current players. Examples of independent makers are Amway, Avon, Oriflamme, The Body Shop

or Nickel.

1.2.2. Competition analysis

1.2.2.1.Porters 5 forces:New entrants threat

Cosmetics sector is a very competitive one where in which there are many brakes. Indeed,

companies have to think about rules, high investments level, and scale economies. Innovation

should be a primacy objective. However, research & development and communication costs are

very high, and all companies can not invest heavily. This is of course not the case of firms such as

LOral, Niva and Hindustan Lever, Emami, Godrej which already have a past fame very

important. Thanks to this successful past, it would be hard for new entrants to find some place in

the market.


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Substitutes threat

Substitutes are not a real threat in cosmetics market. Yet, men use more and more aesthetic

surgery. Actually, a patient on ten is a man. Today, men better assume their beautys envy. Most

of men do not like going to buy beauty products. That is why they borrow them to their partners,

who have, moreover, an adviser role. Finally, the distributors brands can be a threat. The market

shares of these brands are growing more and more. Nevertheless, male products in supermarkets

are often just shaving products and deodorants.

Suppliers power

Suppliers power seems to be light as well. Without big brands, suppliers and conditionment

factories could not live. It is still important to keep good contacts with suppliers, especially those

which have rare raw materials.

Customers power

A company has always to maintain its sustainable advantage by creating original products,

adapted to the market targets. It is difficult to attract mans attention since he is maybe not used to

buy cosmetic products. So it is necessary to know and to analyze his needs and wants, and to

succeed to satisfy him: a satisfied man is a loyal consumer for a long time.

1.2.3. Strategies & targets

1.2.3.1.Differentiation by the distribution

The brand positioning depends on the chosen distribution way.

Sales in specialized selling points (pharmacies, institutes, spas)

Selling in pharmacies, institutes or spas means a selective market target. For example, LOreal,

Vichy, Hindustan Unilever and Marico or Nickel can be named: the products prices are medium-

high. The objective of this strategy is to give the consumer the message that these types of

products are provided with medical care, to emphasize on quality and safety.


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Sales in perfumeries

In this case, the market target is more wide but still specialized. Swedish examples would be

chains such as Kicks or , Clarins, Biotherm and Lancme for example use this type of

distribution. The objective is to maintain a certain image, of quality and luxury, with high prices.

Sales in super stores

When selling in a super store, the target market is very wide: it concerns the whole clientele. The

strategy becomes by the same way a mass-marketing strategy, with aligned prices. For instance,

Niva for Men and Gillette which are present in super stores such as Shoppers stop in Bangalore,

or health and Glow. Outlets such as Shoppers Stop, part of Raheja Corporation, are also

dedicating more shelf space to mens products. Outlets in metropolitan areas have more shelf

space for new product ranges such as skin care, while shops in smaller cities tend to stock staples

like aftershaves, deodorants and body lotion. Salil Nair, head of buying and merchandising

at Shoppers Stop, says that enquiries for mens products in 2005 were up 40% over the previous

year and sales rose 10-15%.

Peculiarities

Male distribution is different from the female one and needs a particular environment. Actually,

discretion and anonymity are the most important in such a distribution, since the society taboos

are still too present. Moreover, the place must be accessible to women, because they are still a lot

to take care of this purchase for their partner.

Distribution through the Internet

More and more men start to buy their products via the Internet. Indeed, traditional distribution is

still feminine coded. Shops are thought with the shopping notion, which is unknown by most of

men. They do not want some advices from the sellers, what would annoy them. That is why they

like better the free information offered on the web. Also, taboos, discretion and anonymity are

some reasons of this development.


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1.2.3.2. Brands positioning

Niva for Men

Niva for men is situated in the part of masculinity, relationship to himself. The Niva man uses

the products range to be cleaning, well-shaved and to get a beautiful skin. He is aware that mensskin is different from the womens one, that is why he uses these specific cares. Confident in his

body, urban, he is the prototype of the male social identity: good husband is present in many

advertisements with his wife) and successful professional (he is often wearing a smoking with a

business bag). The care rites have masculine codes: hand on the chin, bare-chested in front of the

mirror, spraying water on his face, speed and simplicity of the gestures and the products used (At

the contrary of the complicated beauty rites of women).

Lancme

Lancme is in the same part than Niva (masculinity for himself), but with a more sensual

promise: care expertise, senses pleasure). In the press advertisements, the man is only presented

by pieces, but it can be guessed that he is sophisticated: masculine and designed bathroom. Care

gestures are masculine as well (shaving...).

Nickel

Nickel is situated in a different part: it is the female negation in relation with the others. It is the

brand of men who love men. They are not effeminate but show their presence, staying virile: they

have a man skin, are muscular, hairy, and sporty. Places shown by the brand in adverts never

make any reference to female universe: clubs, masculine changing rooms, meetings between men.

The products range does not have any connoted feminine name.


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Fair-One

Fair one is a product from the beauty queen of India, Shehnaz Hussain. This product is one among

the popular fairness creams for its fast working mode on human skin. Fair one, as producers

claim, is a fully herbal product with no side effects. Fair one brings a cost effective fairness

product to market as its price is comparably cheaper.

Fair-Ever

Another widely used fairness cream for men is Fair ever. Fair ever is an Indian product, probably

the first male fairness cream that brought in the concept of a different fairness cream for men.

This is said to be an effective sun screen cream and also the daily use will make your face fairer

and fairer. This could be used as an anti-marks cream too. The herbals included in the cream will

refresh your face for hours even on a sunny day.

LOreal

In India, the brand uses the tagline "You are worth it too". LOreal men expert is premium priced

and the print ads convey the message of premiumness. The brand is looking at the increasingly

beauty conscious Indian male who doesnt shy from spending on grooming.

Fair and Handsome

In June 2005 Emami launched the first ever skin lightening cream for men. Fair & Handsome is

aimed at the urban male aged 15-35, Fair and Handsome cream is produced to give the extra care

for the male skin. The aroma included in this cream helps the users to feel fresh for a longer

time. It gives a cover to face to be protected from the sun beams and dust. Emami and HLL are

zeroing in on both the urban and rural markets, cutting across all segments. With Khan endorsing

Emami, other players have been left seeking a share of the Indian market.


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1.2.4. Marketing Mix

1.2.4.1.ProductThis part is about the products through the packaging, the lexical field and the line. To begin,here is a definition of the product: a product is anything that is offered to a market for attention,

acquisition, use or consumption and that might satisfied a want or need. It includes physical

object, services, persons, places, organization and ideas

The mens products cannot be the same as those offers to women. Everything should be rather

different: the packaging, the container, the products texture, smell and aspect and the vocabulary

(lexical field) have to be reviewed. Indeed, their skins are different: men have a thicker skin,

tougher and so it is greasier. Thick skin and excesses of sebum are not good: the pores quickly

will dilate, to clog itself: buttons and black spots appear. The skin of the males ages differently

from the womens one: the wrinkles appear later, but will be deeper besides, they shave. The

razors blade attacks the skin and dries it that makes it more sensitive and wrinkled. The men

prefer products less scented than the ranges traditionally intended for the women. As they refuse

to spend too much time in the bathroom the creams must have light textures with fast

penetration.

For all these reasons, it is impossible for the female marks to launch the same product with the

same components. The marks must make research on the skin of the men and decline a range

specifically for them. The marks such as Emami, HUL, LOreal or Shiseido have already high

technological laboratories which facilitate the access to mens cosmetic market. From their

know-how and their reputation in the womens cosmetics, the access for the large companies is

facilitated.


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1.2.4.2.The packagingThe packaging has above all a simple material function; it is the role is to contain, to protect,

facilitated transport, storage. But it is a good means to draw the attention of the consumer on the

product. Packing causes also a psychological function on the purchaser. The packaging is also a

way to show the public image, this is why it is important to emphasize the objectivity as well as

the subjectivity of the image of the offered product. The objective side deals with offering an

easy conditioning, reliable, ergonomic, recoverable or reusable, easily transportable, with a good

conservation and effective protection. The subjective side granted to the conditioning of the

product, relates to the psychological effect on the customer. The consumer judges the product

with his first perception in the rays. The identification of the product must jump in the eyes of

the customer thanks to a color or to a particular form or to an indication which enables to locatehim the remote product. The bond between the product and the mark is also done though the

packaging, it helps to emphasize the public image as well as the image of the product. Besides,

certain specificities of the product conditioning will attract more or less certain types of

consumer. The image of the products is often related to a precise kind: the skirt for the women

and the costume for the men. The same object according to its form and its color will become

rather female or rather masculine. The objects clear, small, pink, soft, will be considered to be

rather female and the objects dark, large, blue, hard and rather male.

The packaging should make forget the female side of the cosmetics and make the product more

masculine, thanks to the design, the texture, the colors, the smell all the senses are used to

attract the male person. The packaging of the cosmetic products for men should also make it

possible for the customers to forget the shame they feel when they go to the checkout. In general,

the typically male packaging is discrete, ergonomic and of dark colors to avoid the guilty feeling

some purchaser can have. For instance, Loreal presents its range intended for the men using a

color, a logo and a name different from the products for women. The tone reds intended for the

women are transformed into blue for the male line of goods: Clarins Men.


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1.2.4.3. The brand name and lexical field:

The name of the mark has an importance on the conveyed image of the product. Indeed, the mark

is primarily used to recognize a product or to differentiate it from the others. Moreover, the mark

communicates an image which joins certain values. This is why the choice of the marks name

must follow certain strategic points, for example simplicity is required for the memorizing and

the pronunciation of the name; it is appropriate to add that the name must correspond to its

positioning, define the product and bring a key of originality. When talking about this market, it

is very important to choose the right words. For instance, a night cream called velvety touch

for a woman would not be possible for a man. The lexical field is primordial since after the

packaging, it is the first ting the customer sees. In matter of fact, there are two main streams:

staying rather traditional using a clear, simple even neutral vocabulary (what LOreal, Fair and

Lovely, Fair and Handsome) do, or being more aggressive as for instance an international brand

Nickel: this brand play the key of humour. Indeed, the range is made up with various names

concerning the language of the male universe, such as Shortly after Festival, Good Mouth, Dirty

Massage or Handles of Love, this manner of presenting these products leads to make less

alarming their use. For the marks such as Niva, Fair and Lovely or LOreal which have an

irreproachable public image, which inspires confidence and which is synonymous with quality

and know-how concerning the beauty products intended for the women, the creation of a

completely different mark for the men was not really necessary. The principal task was to

preserve the image of these marks but to transform them so that wiring for sound points out the

male world: Niva for Men, Fair and Lovely Men, and loreal Men.


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1.2.4.3. The line:

Product lining is the marketing strategy of offering for sale several related products. A line can

comprise related products of various sizes, types, colors, qualities, or prices.

The line can be divided into 5 categories:

The Basic: Those are basic products which meet the traditional customer needs such as

shaving, after shaving.

The Trendy: They are exclusively built for men and follow the rule according to which men are

men and the products must be totally different than those for women. This is the case for Nickel

or Zirth, an American brand.

The Natural: The last one in the market, those products extols the values of natural product

made of seaweeds, essential oils.

The Elegant: Most of them are rather elegant or smart but some brands such as Clarins,

Lancme are playing on this more than lOral for instance. They are different from the basic

category because the quality and the brand image is said to be higher. Those products are also

more expensive.

The Expert: Product that is very specific for one kind of skin or on particular part of the body.

The new products to reduce the body fat are in this category.


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1.2.4.5 Promotion Advertising Investments

They express the markets dynamism.

Advertising investments for male cosmetics Investments concerning all the medias in male

cosmetics have strongly increased in 6 years since they increased for +36%.

Investments allocation (thousands of rupees)

TV is the most used media for the men cosmetics sector with 59% of market share. After come

magazines with 24% of market share.

Communication strategies

Communication for men is different following the market target. To attract the best the target, a

communication campaign is necessary. Two kinds of communication can be distinguished: the

media communication and the non-media communication. The first one is concerning all types

of communication using one of the 6 Medias which are the Internet, cinema, TV, press,

billboards and radio. All the other types of communications, such as public relations, personal

selling, direct response marketing and sales promotion are non-media communication.

Media communication

Press

Due to the apparition of masculine press, such as Mens Health for instance, cosmetics brands

make them known thanks to articles about products. But, also, a useful tool is advertising pages

with free samples. This new press is an opportunity for cosmetics makers which find among

the readers new potential customers. What is more, articles about wellbeing attract particularly

readers: to a Mens Health survey, the subjects which interest the most readers are firstly health

(62%), sex (53%), nutrition (32%), and finally people (15%).


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TELEVISION

When a brand wants to sell its products in department stores, the best way to communicate is

TV. For example, when Adidas wanted to launch its range Performances, it chose to use TV

adverts.

The Internet

Internet is a new tool of communication, which allows users to obtain personalized advices

about beauty and cares, such as how to recognize ones skin type, or how to choose the adapted

product. Clarins, for instance, uses the Internet to give advices to its customers.

Non-media communication

Sponsoring

Most of brands try to appear through sports events by using sponsoring. Examples would be

Gillette, during the Football World Cup and also Niva, introducing itself in sports world.

Sales promotion

Sales promotions are developing more and more in the distribution sectors. Hindustan Lever,

for example, has access to the rural market through its project Shakti.


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Perfumery and drugstore:

Those distribution channels point at a more specific target since crossing over a perfumery is a

sign that you are seeking for skin cares, for something that you could not find in a super store. It

is still rather difficult for men to go in those specialized shops because they mean that they feel

no shame about their consumption (the next part will talk about the consumer behaviour).

The others

Companies like Amway, Avon, Oriflame resort to direct marketing of their products. Another

distribution channel is the Internet. It is actually the new distribution channel and the reason is

easily understandable: traditional distribution is dominated by the female codes, codes that men

try to avoid. The Internet seems to be the right answer, it s an alternative and anonymous

distribution channel. Those sites are full of headings on specificities of the man skin, of self-

diagnoses, cards councils or even of forums. It is often said that men often have apprehension

about using cosmetics. But as regard to the figures, men are not that shy and the market is

booming. Still it is known there are many brakes in the market, notably because of the

mentalities and the mores. The core of this part on the theory will be to define and analyse the

customer behaviour. Is it possible to talk about one behaviour? Should we rather talk about

several behaviour considering the different mentalities? What do a man feel when he uses

cosmetics? What are the impacts on his image and on the way he sees himself? First, the research

will focus on the facts with a study of the consumer behaviour, then will be developed the self

image and the self esteem theories that is a great source of influence when talking about men

cosmetics. Then, the existing link between the market and the theories will be developed.


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A recent research was conducted by Business Today, a leading and one of the widely

circulated magazines in India. The research was aimed at studying the emerging trends of the

Indian men, all over the country, including both, Rural and Urban men. Some of its major

findings as given in Business Today , January 2010 edition are:

y 96% of Indian men like to explore new shopping items and try out newproducts.

y 40% of men would buy a brand they have never bought before

y 7 out of 10 men are explorers in terms of shopping in the southern Indianmarket

y Consumers in the age group of 21-30 who are unmarried and consumers whoare above 55 years of age are the happiest while exploring.

y Consumers in India are both price and Brand conscious

y Loss of hair and Physical Appearance are two of the top five things in theIndian mens worry list

y 51% of them use skin creams

y 37% use deodorants, 89% hair oil, 82% shampoo, 55% aftershave and 16%hair gel

y Most men do not share their brands with their wives.

According to an article from The Financial Express, January 2009:

Fairness creams have a huge market in India, both urban and rural. As of mid 2008, FMCG

major Hindustan Lever Ltd (HLL) relaunched its flagship brands Fair & Lovely anti-marks

and Ayurvedic creams in domestic markets, Emami Ltd and CavinKare are geared up to

export their fairness brands to African and Asian countries. Godrej Consumer Products Ltd

(GCPL) is extending the global reach of its brand FairGlow to the UK and the Middle East.

In the Rs 950- crore market for fairness products, the colour of competition is intensifying asmajor players are chalking out fresh game plans to woo complexion-conscious consumers

across the globe. Fair & Lovely fairness cream, with a penetration of 75%, accounts for 60%

of the skin care market in rural India. It also enjoys the undistinguished patronage of 58% of

its user households. Both Ponds and Fair & Lovely are enjoying a monopoly in the rural

markets in their respective categories.


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While we thought that our customers would start from 18-year-olds, we found that a large

number of teenaged and pre-pubescent boys too were using our product," said Goenka. The

company has already achieved sales of Rs100000 in Andhra Pradesh and Goenka says they

will launch Fair and Handsome in other southern states soon. Aditya Agarwal, sales director

of the Emami group, adds that men now contribute to about 45 per cent sales of the Rs1

million Emami Naturally Fair brand.

According to The Telegraph, Calcutta, India, may 2007

According to Rakesh Pandey, Chief Executive Officer of Kaya Skin Clinic, a beauty and

fitness chain, Indian men have joined the rush to be metrosexual and cosmopolitan. They

travel, socialize, meet customers, and make presentations, strike deals. Thats why they are

more conscious of their looks now, so that they can present themselves well," he says.

According to The International Herald Tribune, marketplace by

Bloomberg, Novemeber16,2006:

Beauticians reiterate that while men are much more exposed to the sun than women, they

earlier considered it macho to not bother about it. Not so now. Today, grooming is very

important for Indian men and a lot of them go in for skin lightening treatments, says

dermatologist Arup Godbole. "Men are increasingly going to cosmetology clinics for

treatments like fruit peels and micro-dermabrasion which improve skin color, tone and

texture. In fact, male patients have begun to outnumber women!"

According to an article from the International conference on Interdisciplinary

Social Sciences, July 2007:

A loofah to scrub himself with, a conditioner to get that bouncy hair and an exfoliant for that

glowing skin thats todays man for you. According to a recent survey, globally the

metrosexual male is worth billions of dollars and consumer products conglomerates are

slowly repositioning skincare and hair care products to appeal to men. Its as official as it

gets. According to a recent survey done by a marketing information organisation in India,

over 60 per cent Indian men are grooming themselves.


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RESEARCHMETHODOLOGY


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Research Objectives

1)To describe the demographic profile of cosmetic consumers.

2)To assess how price influences the purchasing pattern.

3)To analyze the different factors involved in purchase decision of cosmetics in men.

4)To compare the differences in purchase behavior of youngsters (18-24 years of age) andmatured individuals (above 35 years of age).


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SAMPLE SIZE

Sample size for the study of consumer behavior for cosmetic market is 100 respondent who

have different demand at different time period.

RESEARCH DESIGN

Descriptive Study is under taken in many circumstances. When the researcher is interested in

knowledge the characteristics of certain group such as sex; age; educational level; occupation

and income; interested in knowing the proportion of give population who have behaved in a

particular manner; making the projections of certain things; or determining the relationship

between two or more variables, descriptive study may be necessary.

Design in such studies must be rigid and flexible and focus attention on the following.

What the study is about and why is it being made?

What techniques of gathering data will be adopted?

How much material will be needed?

Where can the required data be found?

Processing and analyzing the data.

Reporting the findings.

METHOD OF SAMPLING

Random sampling technique is done to determine the consumers behavior for mens cosmetic

market. Personally interviewing the customers and through questionnaires (Questionnaires are

attached as annexure and interpretation is given) method I select for getting data.

AREA OF STUDY

y Study was done at noida.


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PARAMETER OF STUDY

To achieve the objective a detailed questionnaire was prepared addressing various such as the

overall customers satisfaction, the services provided by different companies.

Reason for choosing questionnaire to collect the data was:

y It is free from the biasness of the interviewer.

y Respondents have adequate time to give their views.

y It is of low cost even if the sample space is large.

Large sample can be made use of and dependable and reliable

SOURSE OF DATA COLLECTION

Primary data: it was collected through questionnaire (personally administered) by field

survey.Secondary data: It is collected through literature provided by the company, i.e.,

company reports from websites.Internet,books,megzined,etc.

TOOLS

I used these of the tools to conduct my research completely:

y Structured Questionnaire

y Telephonic interview

y Personal interview

DATA ANALYSIS AND INTERPRETATION: In order to extract meaningful information

from the data, analysis of the data was done. Analysis was done by using certain statistical

tools like bar-graphs, pie-charts, percentages etc. and from these analysis interpretations were

drawn.


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LIMITATIONSThe author of this report had to work under several constraints and limitations.

Prominent of this are- The survey was done in Noida, therefore the result show the market position of

Noida only but results cannot be considered as representative of whole of

Noida.

Convenient sampling was used as a mode of conducting the research.

The sample size of Noida region taken was small, therefore it cannot be said

that the chosen sample is not the representative of the whole population and

this hindered quantitative research.

Respondents may not have been true in answering various questions and may

be biased to certain other questions.

The questionnaire mostly contained multiple-choice questions, therefore many

respondents did not give proper thought for the questions, and some even

ticked things that were not applicable. Therefore all this increased the bias.


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DATA ANALYSISANDINTERPRETATION


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PRODUCT AND USAGE PATTERN

SHOWER GEL

LUX 30

AXE 20

PALMOLIVE 20

DONT USE 30

Interpretation: Shower gel was used by 58% of the total respondents and Lux was the

most common brand with 30 respondents patronizing it. 42% of the respondents said that

they dont use shower gels. As against the common perception 68% of the respondents falling

within the age group of 35 and above used shower gels as compared to only 49% of the

respondents from the age group of 18- 24.

30%

20%20%

30%

LUX AXE PALMOLIVE DONT USE


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FACE PACK

LUX AYUR GARNIER

AGE- 18-24 15 17 13

AGE 25-30 12 16 8AGE 36-45 6 4 3

ABOVE 45 5 8 6

Interpretation: The product face pack was used by 35% of the total respondents and Ayur

was the most commonly used brand patronized by 25 respondent followed closely by Garnier

with 20 respondents preferring it. 65% of the respondents did not use face packs.

30% of the respondents in the age group of 35 and above use face packs whereas 37% of the

respondents falling between 18 and 24 years in age said that they use face packs.

0

2

4

6

8

10

12

14

16

18

AGE- 18-24 AGE 25-30 AGE 36-45 ABOVE 45

LUX

AYUR

GARNIER


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FACE CREAM

LUX GARNIER NIVEA PONDS

AGE18-25 12 8 7 9

AGE 25-35 10 6 2 6

AGE 35-45 6 9 3 6

ABOVE 45 4 2 5 5

Interpretation: The face cream market is dominated by Nivea and Ponds with 35 respondentseach stating that they use these brands regularly. 42% of the respondents said that they dont useregular face creams.

66% of the respondents between the age group of 35 and above use face creams whereas 57% ofthe respondents in the 18-24 year category use face creams.

0

2

4

6

8

10

12

AGE18-25 AGE 25-35 AGE 35-45 ABOVE 45

LUX

GARNIER

NIVEA

PONDS


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LIP BALM

NIVEA VACELINE

AGE 18-24 18 15

AGE 25-30 12 14

AGE 36-45 8 16

ABOVE 45 2 15

Interpretation: 38% of the total respondents said that they use lip balms and Vaseline

emerged as the only brand that they use. 36% of the respondents belonging to 35 plus use lip

balms whereas the figure for the 18-24 age group is 41% which is not much higher.

0

2

4

6

8

10

12

14

16

18

20

AGE 18-24 AGE 25-30 AGE 36-45 ABOVE 45

NIVEA

VACELINE


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SKIN MOISTURISER

LUX CLEAN & CLEAR NIVEA PONDS

AGE 18-24 12 6 12 8

AGE 25-35 13 4 10 12AGE 36-45 5 3 8 4

ABOVE 45 10 7 10 6

Interpretation: 6% of the total respondents said that they use skin moisturizers regularly andout of these around 52% used Nivea as their brand.

62% of the 35 above age group used skin moisturisers whereas 64% of those falling in the 18- 14age group category us skin moisturisers.

0

2

4

6

8

10

12

14

AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

LUX

CLEAN & CLEAR

NIVEA

PONDS


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FAIRNESS CREAM

FAIR & HANDSOME FAIR & LOVELYAGE 18-24 18 16

AGE 25-35 12 14

AGE 36-45 10 12

ABOVE 45 10 8

Interpretation: Fairness cream was not such a popular product with only 34% of the totalrespondents using it. It was also discovered that men have moved on to the newly launched Fairand Handsome cream by Emami.37% of the respondents between the age group of 18-24 used fairness creams whereas only 22%

of the 35 plus age group used this product.

0

2

4

6

8

10

12

14

16

18

20

AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

FAIR & HANDSOME

FAIR & LOVELY


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ANTI DARK CIRCLE CREAM

GARNIER VACELINE

AGE 18-24 16 13AGE 25-35 15 9

AGE 36-45 17 12

ABOVE 45 13 5

Interpretation: Anti dark circles cream has yet to gain popularity as only 3% of the totalrespondents have used it or are using it.All the respondents using this cream were under the age of 30 years and no respondent from theabove 35 age group said that he has experienced the product.

0

2

4

6

8

10

12

14

16

18

AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

GARNIER

VACELINE


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FACE WASH

himalaya Clean & clear garnier pears

AGE 18-24 10 16 12 4

AGE 25-35 15 6 2 2AGE 36-45 5 4 3 1

ABOVE 45 4 6 5 3

Interpretation: Face wash was the most popular product with all the respondents saying that

they use it. Pears was the most widely used face wash with 50 respondents saying that they use

the brand whereas Garnier was the second choice with 35 respondents preferring the brand over

others.

0

2

4

6

8

10

12

14

16

AGE 18-24 AGE 25-35 AGE 36-45 ABOVE 45

himalaya

Clean & clear

garnier

pears


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FACE SCRUB

GARNIER ST. LVES

AGE 18-24 18 12AGE 25-30 12 13

AGE 36-45 16 5

ABOVE 45 14 10

Interpretation: 35% of the total respondents said that they use face scrub. Garnier emergedas the most widely used brand with 40 respondents using this brand.32% of both 35 plus and 18-24 age group respondents use face scrub.

0

2

4

6

8

10

12

14

16

18

20

AGE 18-24 AGE 25-30 AGE 36-45 ABOVE 45

GARNIER

ST. LVES


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Statistical tool applied:

CHI-SQUARE TEST

Satisfied Dissatisfied Neutral/pass Total

Yes 38 2 1 41

No 7 1 1 9

Total 45 3 2 50

S.no Oi Ei (Oi-Ei)

2

(Oi-Ei)

2

Ei

1 38 36.9 1.21 0.0327

2 2 2.46 0.2116 0.0860

3 1 1.64 0.4096 0.2497

4 7 8.1 1.21 0.1493

5 1 0.54 0.2116 0.39185

6 1 0.36 0.4096 1.1377

Total 50 50 2.04775


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CALCULATION:

Degree of freedom (m-1)*(n-1)=(3-1)*(2-1)=2

Tabulated value of D.F=2 @ 5% level of significance is 5.991.

Therefore Ho is accepted because the calculated value is less than tabulated value.

Hence there is no significant difference between observed frequency and the expected frequency.

Hence the consumer behavior for mens cosmetic market.


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FINDINGS


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Findings

1. India is a price sensitive market as we all know. But according to the research Indians are

also very Brand conscious. Most of the respondents who are young as well as seniors areparticular about buying branded products. For the youth price is a concern, but second to

Brand and product attributes. And the seniors in our country are ready to spend a good

amount of money every month on cosmetics. This means that Indians are ready to pay

more for a good quality product.

2. Indian men have overgrown the taboos of the society. They freely accept the use of

cosmetics, and they do not feel that using cosmetics makes them feel or look feminine in

any way. This belief is the strongest in the age group of 35 years in above. Very few

males in the age group of 18-24 fear that their masculinity will be questions if they use

cosmetics.

3. The seniors are very firm about using cosmetics especially for men, and they do not like

using cosmetics for women.

4. A large number of Young respondents are still unaware that their skin needs cosmetics

which are different from those of women. They do not realize the difference in skin types

between the two genders.

5. Men use cosmetics to feel more confident about themselves and to look better. However

they do not use cosmetics with the specific objective of looking better to others.

6. The Indian men do not take advice from their female companions on the type of products

they should buy. They decide their brands on their own. Infact they seem to be more

influenced by advertisements.

7. Maximum numbers of men buy cosmetics from small supermarkets in their localities.

Corner stores are not very popular among men who seek to buy cosmetics. A substantial

number also buy cosmetics from drug stores.

8. There were five variables affecting the mens purchase decision that emerged from the

pilot survey. Of these five variables 2 factors were constituted. Factor 1 was pre purchase

influencers and the second factor being Post purchase Influencers.


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Product Specific Findings

1.

Shower gel, loofas are used by 70% of the males above 35 years of age. And 50% ofyoungsters also use them, thus there is a strong market for shower gels in India.

2. There is an emerging market for face packs for men in India. Though it is at itsnascent stage, yet, it is promising. 37% of men in the age group of 18-24 go forfacials and they use face packs regularly at home also. The seniors are not far behind.30% of them also visit beauty centers and use face packs at home.

3. The market for face creams is one of the fastest growing ones in India with 66% ofmen above 35 using face creams daily and 57% of young ones too.

4. More than 40% of men in the 18-24 age group use a lip balm daily, and that tooseveral times a day. 37% of men above 35 years also use lip balms.

5. 66% of men now use a skin moisturizer everyday as compared to the earlier timeswhen men resorted to using oil on their body or using nothing at all.

6. Men in the age group of 18-25 are the main users of fairness creams. With 37% ofthem using a fairness cream everyday. The craze of being fair seems slightly less inthe age group above 35 years where only 22% men use it everyday.

7. Atleast 50% of men use a face wash everyday as compared to earlier when they usedsoap on their faces.

8. Men are also using Face scrubs now. 38% of them include a face scrub in their skincare regime.


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RECOMMENDATIONS


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Recommendations

1. Based on my research there is an emerging and fast growing opportunity for branded

cosmetic products in India. Indians are a value based society i.e. they are ready to

pay a little extra for a better quality product.

2. The most important segment for the cosmetic companies is the segment of men aged

above 35 years. They have a good purchasing power and use the maximum number

of cosmetics. So that is the segment to be targeted.

3. The Indian male is ready and upbeat about taking care of his skin and appearance.

The companies need not focus in their communication strategies the point that men

should come out of the fear associated with using cosmetics. Because the Indian

male is no longer worried about that aspect. Instead all the communication should be

directed toward the specific product benefits stressing that they are designed

especially for men.

4. The youth still lacks awareness about the need to use cosmetics specially designed

for men. Thus advertising spreading this awareness is required.

5. The men are no longer shy to pick up a skin cream with their groceries in the

supermarket. Thus in the retail format there is no need to keep mens cosmetics

along with the females. In fact mens cosmetics can be kept with their daily

products like shaving gel etc.

6. Advertisements have a huge impact on men for their purchase decisions, Thus

companies can benefit from large advertisement budgets.

7. For distribution purposes the companies like HUL, Emami have a greater benefit as

most of the men like to buy cosmetics from small supermarkets. Thus companies

looking for volumes can target those supermarkets. A substantial number also visit

drugstores, thus they can also be used as a medium of distribution.


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6.1.1. Product Specific

1. There is a very favorable market for shower gels in India. And the growth drivers for

this category are the men above 35 years. Lux is the most favorable brand followed by

Palmolive. This indicates that firstly there are not many shower gels positions

specifically for men in India. Thus the opportunity is huge.

2. The market for face packs is small but growing in India. Most of the men use a herbal

brand Ayur, and the second most prefered brand is Garnier. Thus we can see a brand like

Garnier positions its face pack for men has already made its way in the Indian market.

And there is scope for more players.

3. Face creams are increasingly gaining popularity in India with majority of men already

using them. Nivea and Ponds enjoy maximum patronage in this segment. Garnier is also

gaining popularity fast. Nivea and Garnier are positioned for men separately. But Ponds

is a cream mainly for women! Thus, as stated above, the number of players is less, and

the advertising is also less for other men specific creams. This segment can be exploited

by various companies. Face creams for medical purposes has very limited use in India, so

that is not a very favorable market.

4. The lipbalms market is also favorable in India. With 40% men using lipbalms daily.

However Vaseline enjoys an undisputed leadership here. Most of the men are not aware

of lip balms especially for men and their distribution is also limited to certain super

markets only. Thus more awareness is required in this segment.

5. In the skin moisturizer segment Nivea for men enjoys the leadership position. Followed

by Ponds and then by Clean and clear for men. Here also we see that men are using men

specific brands but many still use Ponds which is not specifically for men. Here again the

main reason is because they have been using the same brand since a long time and they

do not understand why their skin needs a separate moisturizing cream.


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6. Fairness creams seem to be important to a lot of men especially in the age group pf 18-

24. The brand Fair and Handsome enjoys huge patronage among men.

7. Face wash is no longer a product only for women. At least 50% of the men swear by it.

The most favored Brands are Pears, followed by Garnier for men, followed by Clean and

Clear for men and then followed by Acne guard for men.

8. There is a market for face scrubs too in India, 38% of men use the product. However

there is an absence of brands positioned specifically for men in this segment.


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CONCLUSION


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CONCLUSION

Mechanism between market and theory

As a matter of fact, the use of cosmetic increases the self-image. Since self image can be defined

as the mental picture someone has about himself, it is easy to understand that the use of cosmetic

aim to improve this image. Basically, the image will improve both on a physical and a

psychological point of view. Physical because by using cosmetic, the individual will have a

softer and better looking skin and psychological since the cosmetic user will feel more self

confident due to his appearance.

Then comes the external factors: the others. Indeed, as it was said before, it will be lying to say

that someone is using cosmetics only him/her. The self image is depending on the way others are

looking at you and the way they consider you. The cosmetics are likely to improve this look

people have on you. In any case, there is no way the use of cosmetic can has a bad effect on the

self-image.

Improving the self-esteem through the self-image

Nowadays, using mens cosmetics is much more than just a fashion phenomenon. The man has

changed his behaviour and uses now cosmetics without any complex. In a society in which

appearance and youthfulness has become a priority, to be careful to your image is going through

taking care of your body and your skin. Cosmetics do not only affect the self physically; It has

also a significant mentally role on users. It is known that taking care of your body helps to

improve your self-image. But, self-image and self-esteem are not the same. It has been already

seen the difference between them, so what to say about the relationship between self-esteem and

cosmetics?

Creams, masks, cleaning products, all these products have the aim to improve appearance. As a

matter of fact the survey showed that the participants felt they were more pleased with

themselves when wearing cosmetics than when they were natural. When they are wearing

cosmetics, they get higher feelings of self image, self worth and self confidence.


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The fact is that by improving the self-image, it improves the self-esteem: self-esteem is improved

through self-image.

Indeed, most of advertisings are selling the idea to attract women, to increase sex appeal and

sexual success, thanks to a beautiful skin, a nice smell or a tanned face. All these concepts are

important in developing a high self-esteem.

Cosmetics and health

The psychological benefits of cosmetics are so important that they are nowadays used in healths

domains. Some tests and surveys have been done in order to check the theory which says that

health can be improved by cosmetics.

For example, cosmetics are used for old people, allowing them not to be younger, but to stay

attractive. Also, the British Red Cross has put beauty cares in hospitals to improve the physical

well-being and the self-esteem of patients. Another American survey has shown that the use of

cosmetics for people with heavy treatments of chemotherapy and radiotherapy.

As can be seen above, cosmetics can have a very important positive influence on self-esteem.

This influence can be such that cosmetics are now used to fight illness and give back to old or

sick people a high self-esteem. Nevertheless, if cosmetics can act on self-esteem, it is because

they improve self-image. As an illustration, some experiences made on women and establish

similitude for men can be described.

.


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BIBLIOGRAPHY


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BIBLIOGRAPHY

Books

Kothari, C.R. (2004) Research Methodology: Methods & Techniques, SecondEdition, New Age International, New Delhi.

Kotler, Philip; and Armstrong, Gary, (2006) Principles of Marketing,

Eleventh Edition, Dorling Kindersley, New Delhi.

Chambers Encyclopedia, Volume IV, George Newness Limited, London 1959, p148

Grogan, Sarah. Body Image: Understanding Body Dissatisfaction in Men,Women andChildren

Websites

y www.researchandmarkets.com

y www.ntcresearch.org

y http://www.marketresearch.com/product/display.asp

y www.primaryinfo.com/cosmetics_industry.htm

y www.cosmetics.co.in

y www.tribuneindia.com


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Questionnaire

NAME-------------------------------------OCCUPATION--------------------------

Q 1 Which SHOWER GEL you mostly prefer to buy? LUX AXE PALMOLIVE DONT USE

Q 2 A/c to you, which brand of face pack suited to your generation? LUX

AYUR GARNIER

Q 3 Which medicated face cream is best suited to you? LUX AYUR

Q 4 Which one is the best lip balm available in the market?NIVIA VACELINE

Q 5 Which one moisturizer you mostly use? LUX

CLEAN & CLEARNIVEA PONDS

Q 6 How many fairness creams are available in the market? FAIR & HANDSOME FAIR & LOVELY (mans)


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Q 7 Tell the name of anti dark cream available in the market? GARNIER

VACELINE

Q 8 Which face wash you mostly prefer to use? HIMALAYA CLEAN & CLEAR GARNIER PEARS

Q 9 Last but not least, which face scrub will you purchase when you feel itsrequirement?

GARNIER St. LVES


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