a study on consumer preference towards cosmetic brand ...

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAM06010 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 67

A STUDY ON CONSUMER PREFERENCE

TOWARDS COSMETIC BRAND AMONG

COLLEGE GIRLS

A.Gayathri Faculty of commerce

Dr MGR Educational & Research Institute, University

Maduravoyal, Chennai

A. Deepika PG Student in Commerce

Dr MGR Educational & Research Institute, University

Maduravoyal, Chennai

ABSTRACT

The research mainly focuses to understand the buying pattern of consumers for cosmetic products.

Through this paper an attempt was conducted to identify the different factors that impact and influences

the customers for buying a product. This study reveals that various factors like quality, brand, price,

advertisement, packaging, availability and celebrity endorsement have tremendous influences on

consumer purchasing behavior. This research paper helps to contribute an extra idea and knowledge to

cosmetic companies so that they get to know more about the purchasing behavior of consumers.

KEY WORDS: consumer preference, buying behavior, Cosmetics, Brand, Quality, Price,

Advertising, Product labeling, Purchase Intention

INTRODUCTION

Cosmetics refer to all of the produce to care for and clean the human body and make it more beautiful.

The main goal of such products is to maintain the body in a good condition, protest it from the effects of

the environment and aging process, change the appearance and make the body smell nicer.

Understanding behavior of consumer is a key to the success of business organizations. Marketing

personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the

future trends. Consumer behavior can be explained as the analysis of how, when, what and why people

buy.

REVIEW OF LITERATURE

Khraim (2011), state that produce quality plays a very important role in influencing consumer to be

brand loyal customers. Consumers preferred brand name, product quality, price, promotion, store

environment and service quality are related factors attributable to brand loyalty. All these factors showed

positive relationship with brand loyalty, exclude design.

Ann Kronrod et al (2012) highlighted and explained the surprising prevalence of assertiveenvironmental messages in the media. Environmental agencies, which are populated with people who perceive protecting the environment as a highly important issues.

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SiddarthShriramShimpi (2012) investigated and evaluated the attitude characteristics which affectconsumer buying behaviour towards male cosmetic products in Pune City. A questionnaire was developed and distributed to male consumers in Pune aged between 20 to 50 years by using convenience sampling technique.

Judy et.al, (2013) have studied the consumer psychological values towards coffee consumption in a

teaculture setting. Interviews using the Zaltman Metaphor Technique (ZMET) were employed to explore consumer values surrounding coffee consumption in Taiwan. Qualitative research methods and Xsight

software were used to organize the data and field observations to form a grounded theory. Consumption of coffee was found to be used as a medium for mental escape from the stress and pressure from work

and society, in seeking relaxation and feeling renewed and as an insight into the world of nature.

OBJECTIVES OF THE STUDY

1. To find out the buying behavior and consumption patterns of cosmetic products among college

girls.

2. To analyze the level of satisfaction of the college girls towards cosmetic products.

METHODOLOGY

3. This study is a theoretical one based on the survey method. The primary data were collected from the field directly, that is from college girls who are using cosmetics, with the help of an interview schedule

designed to assess the socio - economic profile of the college girls, their buying pattern of cosmetics, attitudes and levels of satisfaction towards cosmetics, problems faced by the college girls and their future

expectations. 4. The secondary data were collected from textbook, journals and articles, websites, survey reports and beauty magazines.

CONSUMER PURCHASING DECISION TOWARDS COSMETICS

Before buying a product, Consumers walk or move through a series of steps. They emphasis the product

in a way that it should satisfy their needs and have good quality with low or more affordable price, and

should deliver them with value added features.

Consumer buying pattern differ when comes to the product quality, price, status, features, packaging.

They mostly follow the rhythm of fashion and this changing preference affects their buying pattern. To

identify and predict this changing behavior, marketers spend million rupees every year for market

research. Currently the marketers are facing difficulties to understand and target the consumer’s behavior

because they are flourished by the different varieties, affordable price and changing trend in the market

of cosmetics.

“CONSUMER’S PREFERENCE IS CHANGING ALONG WITH TIME.”

Five stages of consumer buying behavior

There are mainly five steps/ stages in consumer decision process

1. Recognition of problem

Recognition of a problem starts when a customer realizes a problem or need. In all phases of life, humans

are considered to be the customers of one company or another. And they have requirements and needs

which have to be fulfilled at each phase. These requirements may be low or high involved ones. The first

step of consumer buying behavior starts when the customer realizes that he needs or wants something.




2. Search for information

Once a customer identifies a problem, the next step is to adequate enough information to solve the

problem. The extent of search for information depends on the customer’s level of involvement in the

purchase. The major source of information which influence the consumer’s buying behavior are –

Advertisements, Friends, Public, commercials and experience.

3. Evaluation of alternatives

Next stage of the consumer decision process is evaluating the alternatives. In this stage the Consumer will

find the alternatives. They will compare and understand what they know about the alternative products

and brands with what they considered the most.

4. Purchase decision

After making a decision whether or not to purchase, a consumer might move through the first decision

process as it plans and intends to purchase a particular brand or product.

5. Outcome

In this step, after critically analyzing each stage in the decision process, final purchase is made.

1.1 TABLE SHOWING CUSTOMER PREFERENCE OF BRANDS

1.1 CHART SHOWING CUSTOMER PREFERENCE OF BRANDS

LAKME 17

MAC 5

DAZZLER 4

MAYBELLINE 6

OLAY 4

LOREAL 5

LAKME

MAC

DAZZLER

MAYBELLINE

OLAY

LOREAL




INTERPRETATION

From the above table LAKME is preferred by most of the college girls and MAYBELLINE is also

followed by of respondents and LOREAL and MAC are followed by same number of respondents.

1.2 TABLE SHOWING PREFERENCE OF BRAND BASED ON LOREAL HAIR

CARE FEATURES

1.2 CHART SHOWING PREFERENCE OF BRAND BASED ON LOREAL HAIR

CARE FEATURES

INTERPRETATION

From the above table shows that the majority of college girls are considered that the most important factor

for hair care brand preference are the hair fall and hair growth

HAIRFALL 8

HAIR GROWTH 7

DANDRAFF 1

CONDITIONER & MOISTURISER 7

HAIRFALL 8

0

1

2

3

4

5

6

7

8

9

HAIRFALL HAIR GROWTH DANDRAFF CONDITIONER &MOISTURISER

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1.3 TABLE SHOWING PREFERENCE OF BRAND BASED ON LAKME SKIN

CARE FEATURES

REMOVE ACNE & PIMPLE 6

MOISTURISER 2

FAIRNESS 3

OIL CONTROL 4

SUN BURN PROTECTION 7

1.3 CHART SHOWING PREFERENCE OF BRAND BASED ON LAKME SKIN

CARE FEATURES

INTERPRETATION

From the above table it indicates that the Majority of the respondents expressed that they prefer skin care

brand mostly for Sun burn protection and removing acne and pimple.

1.4 TABLE SHOWING PREFERENCE BASED ON PROMOTIONAL

ACTIVITIES

PRICE,DISCOUNT 9

AVAILABILITY 2

ADVERTISING, BRAND 8

CELEBRITY 1

FRAGRANCE, SIZE 3

6

2

3

4

7

REMOVE ACNE & PIMPLE

MOISTURISER

FAIRNESS

OIL CONTROL

SUN BURN PROTECTION

Chart Title

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1.4 CHART SHOWING PREFERENCE BASED ON PROMOTIONAL

ACTIVITIES

INTERPRETATION

From the above table it clearly shows Price, discount, offer, advertising and brand image are the factor

influencing the most while choosing on cosmetic product.

FINDINGS OF THE STUDY

1. Lakme is the most preferred cosmetic brand by majority of the respondents

2. Hair fall and hair growth are the most important factor for hair care brand preference is the majority of

the respondents.

3. Sun burn protection and removing acne and pimple are the most important factor for skin care brand

preference is the majority of the respondents.

4. Price, discount, offer, advertising and brand image are the factor influencing the most while choosing

on cosmetic product.

SUGGESTIONS: 1. The satisfaction level of respondents is moderate on the cosmetic products. Hence it is suggested that

the manufactures should identify the reasons behind this and then provide them with the requirements.

2. The respondents feel that the prices of cosmetics are comparatively higher.

3. Girl students may be influenced to use turmeric as face cream. The medical benefit of using turmeric

must be brought to the notice of girls.

CONCLUSION Cosmetic is a preparation extremely applied to change or enhance the beauty of skin, hair, nail, lips and

eyes. In today’s scenario the cosmeceutical market is considered to be a Potential market for the

cosmeceutical /pharmaceutical companies. Due to the diversity in population and also having a large

population India is supposed to be one of the emerging markets in the field of cosmetically production

this globe. Cosmetic generate beauty, fragrance, pleasant look and love as well.th findings of the study

help cosmetic companies to make their strategies so as to capture this new emerging cosmeceutical

market segment.

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