Consumer Behavior Towards Lakme Products
Submitted to: Submitted By:Dr. Sandhya A.S Disha Singh (054) Divya Omprakash Gupta (055) Isha (064) Kriti Srivastava (072) Lav Mohan (076) Sonal Gupta (163)
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ACKNOWLEDGEMENT
We take this opportunity to express our profound sense
of gratitude and respect to all those who helped us
throughout the duration of this project.
We would like to express our sincere indebtedness to
Prof. Sandhya for giving us the opportunity to work on
this project and make it a success.
We would also like to express our deep sense of
gratitude to all the faculty members and friends for
providing their help and advice whenever it was needed.
Finally we wish to extend our sincere acknowledgement
to our parents for their moral and support.
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Introduction
The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The the psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society." Although it is not necessary to memorize this definition, it
brings up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g., friends
influence what kinds of clothes a person wears) or an organization (people on the
job make decisions as to which products the firm should use).
Consumer behavior involves the use and disposal of products as well as the study
of how they are purchased. Product use is often of great interest to the marketer,
because this may influence how a product is best positioned or how we can
encourage increased consumption. Since many environmental problems result
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from product disposal (e.g., motor oil being sent into sewage systems to save the
recycling fee, or garbage piling up at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit,
may have serious repercussions for the national health and economy.
There are four main applications of consumer behavior:
The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to
food advertising when they are hungry, we learn to schedule snack advertisements
late in the afternoon. By understanding that new products are usually initially
adopted by a few consumers and only spread later, and then only gradually, to the
rest of the population, we learn that (1) companies that introduce new products
must be well financed so that they can stay afloat until their products become a
commercial success and (2) it is important to please initial customers, since they
will in turn influence many subsequent customers’ brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle cure
for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects
if taken by pregnant women. Although physicians were instructed to warn their
female patients of this, a number still became pregnant while taking the drug. To
get consumers’ attention, the Federal Drug Administration (FDA) took the step of
requiring that very graphic pictures of deformed babies be shown on the medicine
containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for
the Centers for Disease Control trying to reduce the incidence of transmission of
diseases through illegal drug use. The best solution, obviously, would be if we
could get illegal drug users to stop. This, however, was deemed to be infeasible. It
was also determined that the practice of sharing needles was too ingrained in the
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drug culture to be stopped. As a result, using knowledge of consumer attitudes,
Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach
before sharing them, a goal that was believed to be more realistic.
As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of
laundry detergent, you should pay less per ounce than if you bought two 32 ounce
bottles. In practice, however, you often pay a size premium by buying the larger
quantity. In other words, in this case, knowing this fact will sensitize you to the
need to check the unit cost labels to determine if you are really getting a bargain.
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INTRODUCTION OF LAKME UNILEVER PRIVATE LTD
“Lakme is the Indian woman’s Beauty Sutra” – inspiring expression of her unique
beauty and sensuality. Lakme brings expert products and services that are borne out of
true understanding of the needs of the Indian woman. They help the Indian woman in
expression of her best self-sensual, original, expressive, alive and intuitive. Lakme
inspires her to unleash the potency of her femininity, beauty and sensuality.
Key facts
Lakme was the first major beauty brand in India and takes pride in being the expert on
Indian Beauty for over 50 years. It is complete beauty brand spanning colour cosmetics,
skin care & hair styling products and extending to beauty services through the network of
Lakme Beauty Salons. Its bond with beauty and fashion is manifested through the Lakme
Fashion Week, which is now the largest fashion event of its kind in the country. Lakme
has a foot print of over 1200 assisted sales outlets, which is the largest span of outlets
with “Beauty Advisors” in the country.
LAKME’S POSITIONING IN TERMS OF PERSONALITY AND SELF
CONCEPT:
Lakme is a product range that caters to the beautification needs of not only women in
their adult age but in today's context teenagers also. It has a brand personality of someone
who takes care of you and your beauty needs. It tries to position itself amongst its
consumers as a product range that will help them look beautiful as is evident from its
catchphrases:
1. On top of the world!
2. Source of radiant beauty!
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Lakme has a range of beauty products to offer to its consumers. Some of the ways in
which it tries to position itself:
1. Lakme Hair Color: magic of colors (collage).
2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.
3. Lakme fair perfect: For flawlessly fair skin!
4. Lakme face magic: daily wear soufflé.
5. Lakme (skin vitalizer): radiant skin, now and forever.
6. Lakme (moisturizer): radiant skin, now and forever.
7. Lakme nail polish and lipstick: electric brilliance/sensual brilliance
8. Lakme sun expert (sunscreen): sun safe hamesha! (Face the sun with a smile)
9. Lakme pure defense: anti-pollution system.
10. Lakme Tropical Island (cosmetics): defining the future of fashion.
11. Lakme hair care (international): natural hair care
12. Lakme hair next: exclusive range of hairstyle products that give you that salon
look instantly
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Research Methodology
INTRODUCTION
Our project topic is to investigate & understand about the Consumer Behavior
towards “LAKME” Brand. Through our research we would like to focus on the following
points:
Research Questions:
What the consumer thinks of the company’s products and those of its
Competitors?
How can the product be improved in their opinion?
How important role thus the brand plays in customer purchase?
What is the customer’s attitude towards the product and its advertising?
What are Consumers preferences and perceived Values?
NEED & OBJECTIVE
All of us are consumers. Products consumed vary according to our needs,
preferences and buying power.
These can be:
Consumable goods
Durable goods
Specialty goods
Industrial goods
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And the following questions:
? What we buy
? How we buy
? Where we buy
? When we buy
? How much we buy
Depends On
→ Our perception
→ Self-concept
→ Social background
→ Cultural background
→ Our age
→ Family cycle
→ Our attitudes
→ Beliefs values
→ Motivation
→ Personality
→ Social class
→ Many other factors those are both internal and external to us
The marketers; therefore tries to understand the needs of different consumers, which
require an in-depth study of their Internal and external environment which then leads
them to formulation of marketing strategies for their products.
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Research Methodology
1. First step would be collecting the information through questionnaires, personal-
interviews/discussions, magazines, internet, etc
2. Secondly, Analysis and interpretation of the collected information will be done.
3. Third step would be presenting the findings of the research study in the form of a
research report.
Data collection is a key activity of research. Data collection method is the backbone
of research design. There are two types of data:
1. Primary data
2. Secondary data
Both data types will be used in our research.
Components of a Research Design:
↓ Define the information needed
↓ Design the exploratory, descriptive, and/or causal phases of the research
↓ Specify the measurement and scaling procedures
↓ Construct and pretest a questionnaire (interviewing form) or an appropriate form
for data collection
↓ Specify the sampling process and sample size
↓ Develop a plan of data analysis
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Use of Descriptive Research:
o To describe the characteristics of relevant groups, such as consumers, salespeople,
organizations, or market areas
o To estimate the percentage of units in a specified population exhibiting a certain
behavior
o To determine the perceptions of product characteristics
o To make specific predictions
o For exam: An investigation of the trends in consumption of LAKME (Product)
with respect to socio-economic characteristics such as age, occupation, family
income, educational level etc. are covered under descriptive study.
Here we will be doing Non Random Convenient sampling with sample size of 25
persons.
Research Methods for conclusive study:
Surveys
Secondary data
The above is all we would be using for our project purpose.
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ANALYSIS AND INTERPRETATION
1.
Brand Percentage
Lo’real 23
Lakme 47
Garnier 12
Lotus 18
Total 100
23
47
12
18
Percentage
Lo’real Lakme Garnier Lotus
Analysis-
From the survey it was seen that 47% of the total consumers preferred lakme,
23% preferred L’Oreal, 18% used lotus and remaining 12% used garnier. This
number is taken form total sample taken for the survey.
Interpretation-
From the analysis it could be drawn that among the group of selected sample
lakme was the most preferred and most used brands. The reason for such a
response was that lakme is one of the oldest and trusted cosmetics brands in
India on the contrary to other brands which are new in this field. However,
consumers have also developed likeability for others brands also as this could
be drawn from the consumer percentage of other brands.
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2.
Seen the Ad Percentage
Yes 97.3
No 1.7
Can’t Say 1
Total 100
YesNo
Can’t Say
0102030405060708090
100
Percentage
Percentage
Analysis: From the survey it could be concluded that, 97.3% have seen advertisements
by lakme while 1.7% have still not seen the brand’s ads other 1% comprise of those who
are indifferent between the two.
Interpretation: Advertisements launched by any company are its way of promoting its
brand of products. Lakme in this regard has covered almost every media viz. print,
television, internet, point of purchase displays etc. Hence, the huge number of response
coming in favour of people who have seen the brand’s advertisement is mainly because
the company has endeavoured to cover almost every possible media for promotion. For
people who haven’t seen the ads would be the ones who feebly get in touch with such
media esp. comprising of rural population.
1% of the consumers who are indifferent between the two options would be the ones who
preferred using other brands of cosmetics and were least interested in paying attention to
lakme’s ads.
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3.Motivator Percentage
Through Advertisements. 44
Word of mouth influence 36
Internet 8
Point of purchase displays 12
Total 100
44
36
8
12
Percentage
Through Advertisements.Word of mouth influenceInternetPoint of purchase displays
Analysis: Conclusion drawn from the survey showed that 44% of the consumers came to
know about the brand through advertisements, 36% through positive word of mouth, 12%
from point of purchase displays ads and 8% through internet.
Interpretation: The question related to the consumer awareness, the brand aimed at
creating an image for itself in the minds of its targeted customers. The initial challenge
was to introduce the brand and notice the consumer behavior in this
regard.Advertisements acquired the maximum share to get the brand acquainted with the
consumers. Taking this view in notice the marketers should concentrate and abreast the
advertisements both print and television. However, internet composed of the least
percentage in terms of company’s presence. In other to make it more feasible and known
company should start up innovative internet campaigns to attract customers.
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4. Level of Information Percentage
Excellent 29
Good 36
Moderate 18
Bad 17
Total 100
Excellent Good Moderate Bad0
5
10
15
20
25
30
35
40
Percentage
Percentage
Analysis:The data was taken in order to measure consumer awareness about the company
in detail. The result showed that 29% comes under excellent, 36% under good, 18%
under moderate while 17% under bad.
Interpretation: The level of information for any brand is measured in terms of
consumer awareness, motivation, perception, attitude and personality.
The sole purpose of marketers is not restricted to selling of the products only but is
extended to how well a consumer relates the product to his/her personality. The results
shows that the company should for itself as a people’s brand and an upliftment in terms
of connecting with the customers is required. This could be attained by reviving the
techniques of motivation and consumer awareness.
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5.Most often used product Percentage
Hair care product 29
Skin Care Product 36
Body Care 18
Make-up 17
Total 100
29
36
18
17
Percentage
Hair care productSkin Care ProductBody CareMake-up
Analysis: Results show that 36% of the consumers used skin care products the most,
29% used hair care products, 18% body care and 17% makeup.
Interpretation: Skin care products is the most consumed range of products while
makeup was the least. Hence, the company could take up this area to explore more by
introducing wide range of products that are reasonable while in order to procure a large
segment of customer the company should keep a close eye on the skin care products.
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6. Time period of usage Percentage
Less than 1 year. 9
2years 16
3 years 28
4 years 36
More than 5 years 10
Total 100
Less than 1 year.
2years 3 years 4 years More than 5 years
0
5
10
15
20
25
30
35
40
Percentage
Percentage
Analysis: Results show that 36% of the consumers have been using lakme products for
about 4 years, 28% for 3 years, 16% for 2 years, 10% for more than 5 years and 9% for
less than 1 year.
Interpretation: Lakme is one of the oldest brands in India which is known for its quality
products and diversified range. The company has gained considerable amount of loyal
customers who have stick to the brand for a long period. Hence, in order to retain its
strong customer base the company should start up with certain customer motivation plans
which may include discount schemes, loyalty cards etc. On the contrary, in order to
sustain its new customer intensive motivational practices should be initiated by the
company along with creating brand awareness to increase approachability to its
customers.
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7.Reason of Motivation Percentage
Economical 15
Trendsetter 31
Measurable results 18
Easily available 36
Total 100
15
31
18
36
Percentage
Economical TrendsetterMeasurable results Easily available
Analysis: Results shown were 36% of the customers chose easy availability of the
product as a reason to use it, 31% chose trendsetter, 18% measurable results and 15%
economical.
Interpretation: This question was of utmost importance in order to seek customer
motivation. Maximum voted easy availability as a reason to use a company’s brand
which clearly suggests that a company should have an extensive as well as intensive
distribution system. While to keep up with the pace of consumer demands a company
should implement innovative practices in terms of product development from time to
time. Above all the company quality of products will substantially attract customers.
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8.Reasons to Choose the Brand
Lakme
Percentage
Price 6
Product Quality 54
Promotion 7
Product variety 33
Total 100
6
54
7
33
Percentage
PriceProduct QualityPromotionProduct variety
Analysis: From the survey it was seen that 54% of the customers chose lakme’s product
quality as a reason to choose lakme brand, 33% voted for product variety, 7%for
promotion and 6% for price.
Interpretation: Analysis reveals that the company is doing well in terms of product
quality and variety. However, there should be a balance between all the P’s of marketing
so in this regard company should also concentrate on promotional and pricing strategies
too.
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9. Prestige rank Percentage
1 34
2 21
3 18
4 12
5 7
6 5
7 3
Total 100
1 2 3 4 5 6 70
5
10
15
20
25
30
35
Prestige rankPercentage
Analysis: Results show that 34% rated 1 (most important) in terms of company’s
prestige, 21% rated 2, 18% rated 3, 14% rated 4, 7% rated 5, 5% rated 6 and 3% rated 7.
Interpretation: Analysis showed that lakme acquires a positive market prestige as
maximum percentage of consumer voted in favour of it however, certain % also went on
the negative side. The reason could be that there is still room for development for the
company to maintain its goodwill; a driving factor in this regard could be implementing
effective motivational practices along with building strong and positive consumer attitude
towards the brand.
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10. Feeling of Self-Fulfillment
after using Lakme ProductsPercentage
1 312 223 184 125 86 67 3
1 2 3 4 5 6 70
5
10
15
20
25
30
35
Feeling of Self-Fulfillment after us-ing Lakme ProductsPercentage
Analysis: Survey showed that 31% voted 1(most) of the consumers were self fulfilled
after using lakme’s products, 22% voted 2, 18% voted 3, 12% voted 4, 8% voted 5, 6%
voted 6 and 3% voted 7.
Interpretation: Analysis showed that most of the consumers were satisfied using
lakme’s product which is a positive sign for the company and should keep itself abreast
with their existing practices. However, it should move with the growing trend to attract
new customers.
21
11. Expenditure on
CosmeticsPercentage
Below Rs. 500 14500-1000 201000-2000 32
20000- Above 34Total 100
Below Rs. 500 500-1000 1000-2000 20000- Above0
5
10
15
20
25
30
35
Percentage
Percentage
Analysis: Survey revealed that expenditure by customer were 34% for 2000 and above,
32% for 100-2000, 20% for 500-1000 and 14% for below 500.
Interpretation: It could be interpreted that most of the customers paid considerably well
on cosmetics. Hence, there is bright opportunities for marketers to explore the market to
the good extend. This pattern arrived due to increase in disposable income of the
consumers and increase in awareness about healthcare.
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12. Often Expenditure over
Lakme Products Percentage
Once in a month 58Twice in a month 23More than twice 19Total 100
5823
19
Percentage
Once in a monthTwice in a monthMore than twice
Analysis: It has been analysed that 58% people buy lakme products for once in a month,
23% for twice and 19% for more than twice.
Interpretation: Buying behavior of the customers suggest that most of the customers
buy lakme product for once in a month the reason behind this relates to the pricing of its
products which are somewhat from the perspective of middle class gentry. Another
reason is that Indians still prefer cosmetics for preferred occasions and they don’t use it
on a regular. Hence, the consumption is somewhat lesser.
23
13. I spend too much on Lakme Products
Percentage
Strongly Agree 1 132 203 144 285 156 6
Strongly Disagree 7 4Total 10
23
45
6
I spend too much on Lakme Products
123456
Analysis: It has been analysed that as far as consumer spending too much on cosmetic
products is considered 13% voted 1( strongly agree), 20% voted 2, 14% voted 3, 28%
voted 4, 15% voted 5, 6% voted 6 and 4% voted 7 ( strongly disagree).
Interpretation: Conclusion drawn is most of them agree to spending too much on
cosmetic products which show consumer’s increased awareness for healthcare.
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14. Purpose of Buying Lakme Products
Percentage
Skin Protection 44
Long and Strong Hair 0
Glow and Acne free Skin 22
Make up 34
Total 100
44
22
34
Percentage
Skin ProtectionLong and Strong HairGlow and Acne free SkinMake up
Analysis: Survey showed that 44% bought lakme products for skin protection, 34% for
makeup, 22% for glow and acne free skin while 0% for long and strong hair.
Interpretation: It has been inferred that maximum consumers bought lakme products for
skin protection products the reason being lakme offers diverse range of products in this
section. However, there was no one to buy lakme for long and strong hair; the reason is
that lakme offers no product in this section. Hence, from marketers perspective this is an
unexplored area an products pertaining to consumers preference could be made in this
regard.
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15. Satisfaction Percentage
Yes 76
No 20
Can’t Say 4
Total 100
76
204
Percentage
YesNoCan’t Say
Analysis: It has been analysed that consumers satisfied with lakme products comprised
of 76% who responded ‘yes’, 20% responded ‘no’ and 4% responded ‘can’t say’.
Interpretation: Inference could be drawn that most of the consumers are satisfied by the
company’s offering in terms of services and products. However, there is still room for
improvement and the company could stress more on motivation to consumers to feel
satisfied by their products.
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16. Product Rating Percentage
Excellent 43
Good 29
Moderate 17
Not Satisfactory 11
Total 100
43
29
17
11
Percentage
ExcellentGoodModerateNot Satisfactory
Analysis: It has been analysed that 43% consumer rated lakme’s product as excellent,
29% as good, 12% as moderate and 11% as not satisfactory.
Interpretation: It is seen that most of the consumers were satisfied with the company’s
products. This was because of the company being one of the trusted brands in India, also
because the company has transformed its stragies form time to time to suit customers
demands. While, 11% of the customers were still not satisfied with the products this may
be because of the unsatisfactory products or promotion. Hence, the company could
formulate proper feedback channels to get updates from time to time.
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17.Usefullness of the site Percentage
Yes 87
No 8
Can’t Say 5
Total 100
Yes No Can’t Say0
10
20
30
40
50
60
70
80
90
Percentage
Percentage
Analysis: Out the consumers surveyed 87% found the company’s site useful while 8%
didn’t and 5% were indifferent between the two.
Interpretation: Lakme has constructed a well update website for its customers.
Maximum of the customers were satisfied with the site when they logged into it.
However, those who weren’t satisfied was because they sought for very detailed
information. 5% of the respondents comprised of those who have never visited the
company’s site.
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18.Continue to buy after
price risePercentage
Yes 66
No 20
Can’t Say 14
Total 100
Yes No Can’t Say0
10
20
30
40
50
60
70
Percentage
Percentage
Analysis: It has been analysed that 66% of the respondents intend to buy the company’s
product even after their prices are raised by 15%, 20% said no and 14% responded can’t
say.
Interpretation: Maximum numbers of the respondents intend to buy the company’s
products despite price hike, this show they are highly satisfied with the products and are
intentional to buy it. However, 20% responded ‘no’ because of the reason of
unaffordability and less value for money.
29
19. Chances of buying within
3 monthsPercentage
Very Likely 41
Likely 20
Unlikely 28
Very unlikely 11
Total 100
41
20
28
11
Percentage
Very LikelyLikelyUnlikelyVery unlikely
Analysis: It has been analysed that 41% of the respondents were very likely to buy lakme
products for the next 3 months, 20% were likely to buy it, 28% were unlikely and 11%
were very unlikely.
Interpretation: Maximum number of respondent showed positive signs to buying lakme
products for next 3 months. However, company should also focus on those who weren’t
likely to buy their products. For these consumers more motivational activities are
required so that the consumers could develop a positive perception about the brand.
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20.Offer Value for money Percentage
Strongly Agree 1 33
2 23
3 40
4 3
Strongly Disagree 5 1
Total 100
Strongly Agree 1
2 3 4 Strongly Disagree 5
0
5
10
15
20
25
30
35
40
45
Percentage
Percentage
Analysis: It reveals that 33% voted 1(strongly agree) for value for money, 23% voted 2,
40% voted 3, 3% voted 4 and 1% voted 5.
Interpretation: It could be drawn that maximum percentage of respondents was in
favour of lakme offering value for money. However, certain % also comprised of those
who were not in this favour.
The company could work on this by taking help of cues and response of the customers
while positive reinforcement could also be implemented.
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21.a.) Product Quality(Lakme) Percentage
Very Low 4
Low 12
Average 46
High 27
Very High 11
Total 100
Very Low Low Average High Very High0
5
10
15
20
25
30
35
40
45
50
Product Quality
Percentage
Analysis: It can be analysed that 4% found the product quality very low, 12% low, 46%
found it average, 27% found it High and 11% found the product quality as very high.
Interpretation: Thus, from the above it can thus be concluded that majority respondents
found the product quality of Lakme as average and the second majority of the
respondents found the quality as high. It may be due to the reason that customer think
that a high priced product relates to high quality.
32
21.b.) Size(according to Price) Percentage
Very Low 6
Low 12
Average 78
High 4
Very High 0
Total 100
Very Low Low Average High Very High0
10
20
30
40
50
60
70
80
90
Percentage
Percentage
Analysis: It can be analysed that 6% found the product size according to price very low,
12% low, 78% found it average, 4% found it High and none of them found it very high.
Interpretation: Thus, it can be concluded that maximum respondents found that the
Lakme offers average size according to price. They are not very much satisfied with the
size they are getting for the price they are paying.
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21.c.)Functionality Percentage
Very Low 1
Low 3
Average 56
High 32
Very High 9
Total 100
Very Low Low Average High Very High0
10
20
30
40
50
60
Percentage
Percentage
Analysis: It can be analysed that 1% found the product functionality very low, 3% low,
56% found it average, 32% found it High and 9% of them found it very high.
Interpretation: Thus, it can be concluded that maximum respondents found that the
Lakme offers average value according to price. Respondents are not very much happy
with the Lakme products.
34
22.Any change expectation
in Lakme ProductsPercentage
Yes 66
No 20
Can’t Say 14
Total 100
66
20
14
Any Change expected
YesNoCan’t Say
Analysis: It can be analysed that 66% said Yes, 20% said no and 14% of them couldn’t
say anything about it.
Interpretation: Thus, it can be concluded that maximum respondents wanted Lakme to
get some changes in their offers and products.
35
23. Will not buy any other brand except Lakme
Percentage
Strongly Agree 1 132 203 144 285 156 6
Strongly Disagree 7 4Total 100
Strongly Agree 1
2 3 4 5 6 Strongly Disagree 7
0
5
10
15
20
25
30
Percentage
Percentage
Analysis: It can be analysed that 13% strongly agreed to the statement that they will not
buy any other brand than Lakme. While 4% strongly disagreed to the statement. 28% of
the respondents were neutral to the statement.
Interpretation: Thus, it can be concluded that maximum respondents found that the
Lakme is the brand which they are looking for and are not willing to spend or try any
other brand. But there are also some respondents who are not much sticking to Lakme
they wish to try other brand also. This shows that respondents are not much loyal to
Lakme as a brand.
36
24. Purchase according to
favourite brandPercentage
Strongly Agree 1 162 193 144 285 126 9
Strongly Disagree 7 2Total 100
16
19
1428
129
2
Percentage
Strongly Agree 123456Strongly Disagree 7
Analysis: It can be analysed that 16% strongly agreed to the statement that they purchase
according to favourite brand regardless of price. While only 2% strongly disagreed to the
statement. 28% of the respondents were neutral to the statement.
Interpretation: Thus, it can be concluded that maximum respondents are loyal towards
their brand. They are not much choosy. They trust their brand would give them right
value for their money.
37
25. Consider Lakme as: a.)
Cheerful PercentageVery Low 2
Low 10Average 33
High 40Very High 15
Total 100
Very Low Low Average High Very High0
5
10
15
20
25
30
35
40
Cheerful
Percentage
Analysis: It can be analysed that 2% who found the product as Cheerful were very low,
10% low, 33% found it average, 40% found it High and 15% of them found it very high.
Interpretation: Thus, it can be concluded that maximum respondents who found the
personality of Lakme as Cheerful were average. But maximum lot of respondents
believed that the personality of Lakme product is cheerful. This shows that Lakme’s
impression on the respondents is very positive.
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b.)Up-To-Date Percentage
Very Low 1Low 2
Average 21High 23
Very High 53Total 100
Very Low Low Average High Very High0
10
20
30
40
50
60
Up-to-date
Percentage
Analysis: It can be analysed that only 1% who found the product as Up-to-date were very
low, 2% low, 21% found it average, 23% found it High and 53% of them found it very
high.
Interpretation: Thus, it can be concluded that maximum respondents who found the
personality of Lakme as Up-to-date were very high. Maximum lot of respondents comes
under Average to very high segment. This shows that Lakme’s impression on the
respondents is very positive. According to them, Lakme is always up-to-date with its
formulations and products. Its impression on respondents is very positive.
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c.) Successful PercentageVery Low 8
Low 18Average 39
High 21Very High 14
Total 100
Very Low Low Average High Very High0
5
10
15
20
25
30
35
40
45
Percentage
Percentage
Analysis: It can be analysed that only 8% who found the product as Successful were very
low, 18% low, 39% found it average, 21% found it High and 14% of them found it very
high.
Interpretation: Thus, it can be concluded that maximum respondents who found the
personality of Lakme as Up-to-date were very high. Maximum lot of respondents comes
under Average to very high segment. This shows that Lakme’s impression on the
respondents is very positive. According to them, Lakme is always up-to-date with its
formulations and products.
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d.)
Charming PercentageVery Low 10
Low 12Average 23
High 28Very High 27
Total 100
10
12
23
28
27
Percentage
Very LowLowAverageHighVery High
Analysis: It can be analysed that only 10% who found the product as Charming were
very low, 12% low, 23% found it average, 28% found it High and 27% of them found it
very high.
Interpretation: Thus, it can be concluded that maximum respondents who found the
personality of Lakme as Charming were very high. Maximum lot of respondents comes
under Average to very high segment. This shows that Lakme’s impression on the
respondents is very positive. According to them, Lakme’s personality is very charming
with its formulations and products.
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e.)Upperclass PercentageVery Low 1
Low 8Average 20
High 47Very High 21
Total 100
Very Low Low Average High Very High0
5
10
15
20
25
30
35
40
45
50
Percentage
Percentage
Analysis: It can be analysed that only 1% who found the product as Upper-class were
very low, 8% low, 20% found it average, 47% found it high and 27% of them found it
very high.
Interpretation: Thus, it can be concluded that maximum respondents who found the
personality of Lakme as Upper-class were very high. Maximum lot of respondents comes
under Average to very high segment. This shows that Lakme’s impression on the
respondents is very positive. According to them, Lakme’s personality is for upperclass
segment with its formulations, products and price
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26.) Hedonism (Lakme) Percentage
Glamorous 1 322 213 234 8
Attractive 5 14Total 100
32
2123
8
14
Hedonism
Glamorous 1234Attractive 5
Analysis: It can be analyzed that maximum of 32% found the Lakme as Glamorous and
14% of them found it attractive. 23% remained neutral.
Interpretation: Thus, it can be concluded that maximum respondents found the Lakme
as Glamorous. Maximum lot of respondents comes under Neutral to Glamorous segment.
Thus, it can be concluded that Lakme is found to be more glamorous. According to them,
Lakme is glamorous because they get to see many events related fashion week or
celebrity supporting Lakme in the advertisements.
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27.) Extended Self (Lakme) Percentage
Leading 1 182 223 374 15
Influential 5 8Total 100
18
22
37
15 8
Extended Self(Lakme)
Leading 1234 Influential 5
Analysis: It can be analyzed that maximum of 37% found the Lakme as Leading was
average and minimum of 8% found it influential. 23% remained neutral.
Interpretation: Thus, it can be concluded that maximum respondents found the Lakme
as neutral i.e. neither leading nor influential. Maximum lot of respondents comes under
Neutral to Leading segment. Thus, it can be concluded that Lakme is found to be more a
leading brand.
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SUGGESTIONS
Lakme should introduce herbal and ayurvedic products.
New product line or incorporate herbal or ayurvedic ingredients in its exisiting
product portfolio.
Packaging should be more lucrative.
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QUESTIONNAIRE
AWARENESS:
1. Which company’s cosmetics are you using?
a) Lo’real b) Lakme c) Garnier d) Lotus
2. Have you seen Lakme advertisement?
a.) Yes b.) No c.) Don’t remember
3. How did you come to know about Lakme brand (Motivator)?
a.) Through Advertisements.
b.) Word of mouth influence
c.) Internet
d.) Point of purchase displays
4. What is your level of information on Lakme as a brand?
a) Excellent b) Good c) Moderate d) Bad
USAGE:
5. Which products are you using more often in a month?
a) Hair Care products
b) Skin Care Products
c) Body care Products
d) Make up
6. If Lakme, how long have you been using Lakme Products?
a.) Less than 1 year.
b.) 2 years
c.) 3 years
d.) Less than 5 years
e.) More than 5 years.
MOTIVATION:
7. What is the reason that motivates you to use the products of a particular
company?
a) Economical b) Trendsetter c) Measurable results d) Easily available
8. What do you think is the reason for you to use Lakme brand.
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a.) Price
b.) Product Quality
c.) Promotion
d.) Product variety
ESTEEM:
9. The prestige of Lakme in the market.
Most important 1 2 3 4 5 6 7 Least Important
SELF ACTUALIZATION.
10. The feeling of self fulfillment a person gets after using Lakme products.
Most 1 2 3 4 5 6 7 Least
BUYING BEHAVIOUR:
11. How much do you spend in the buying of cosmetics?
a) Below Rs. 500 b) 500-1000 c) 1000-2000 d) 20000- Above
12. How often do you purchase Lakme Products?
a.) Once in a month
b.) Twice in a month
c.) More than that
13. I spend too much money on Lakme products.
Strongly agree 1 2 3 4 5 6 7 Strongly Disagree
PURPOSE:
14. What is the purpose for which you buy Lakme Products?
a) Skin Protection
b) Long and Strong Hair
c) Glow and Acne free Skin
d) Make up
SATISFACTION:
15. Are you satisfied by the products offered by the company?
a.) Yes b) No c) Can’t Say
16. Rating the products offered by Lakme as:
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a) Excellent b) Good c) Moderate d) Not Satisfactory
17. If you have visited the site www.lakmeindia.com, did you find it useful?
a) Yes b) No c) Can’t Say
PURCHASE INTENTION:
18. Would you continue to buy Lakme products even if its price rises by say 15%?
a) Yes b) No c) Can’t Say
19. How likely are you to buy Lakme products during the next 3 months.
___________ Very likely
___________ Likely
___________ Unlikely
___________ Very Unlikely
LEARNING
20. Does Lakme products offer value for money?
Strongly agree 1 2 3 4 5 6 7 Strongly Disagree
21. After using Lakme products , I found-
Very Low Low Average High Very HighProduct qualitySizeFunctionalty
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EXPECTATION FROM THE PRODUCT22. Do you want any changes in any of the products offered by the Lakme?
a) Yes b) No c) Can’t Say
BRAND LOYALTY
23. I will not buy other brand in cosmetics if Lakme is not available
Strongly Agree 1 2 3 4 5 6 7 Strongly Disagree
24. I make my purchase selection of cosmetics according to my favourite brand name,
regardless of price.
Strongly Agree 1 2 3 4 5 6 7 Strongly Disagree
BRAND PERSONALITY
25. You find Lakme products as:
Qualities Very
low
low Average High Vey
High
Cheerful
Up-to -
Date
Successful
Charming
Upperclas
s
PERSONALLY ORIENTED PERCEPTION
26. Hedonism with respect to Lakme products
Attractive 1 2 3 4 5 Glamorous
27. Extended Self with respect to Lakme products
Leading 1 2 3 4 5 Influential
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BIBLIOGRAPHY
Consumer Behaviour by S Ramesh Kumar, Leon Schiffman and Lezlie Kanuk
Internet Sources
www.lakme.com
www. Wikepedia.com
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