Professional Documents
Culture Documents
Consumer Beahviour and Perception of Women Towards Lakme 130711051233 Phpapp02
Consumer Beahviour and Perception of Women Towards Lakme 130711051233 Phpapp02
PROJECT REPORT NAME OF THE ORGANISATION PLACE FIELD OF STUDY TOPIC OF RESEARCH : LAKME UNILEVER PRIVATE LTD. : BADI, SOLAN :Marketing : CONSUMER BEHAVIOUR AND PERCEPTION OF WOMEN TOWARDS LAKME Submitted To Institute of Engineering and Emerging Technology, Baddi. In partial fulfillment of the Requirements for the award of Degree of Masters of Business Administration.
MBA
ACKNOWLEDGEMENT I would like to extend my sincere thanks to my advisor, Ms. Neha for providing me with continuous support and guidance which was vital for the successful completion of the project. I would like to take this opportunity to express my gratitude to my project guide, Ms Neha, for a significant contribution made by her towards my learning, by way of making herself available, providing leads in course of the project and most importantly for the tremendous source of encouragement and inspiration she has bestowed on me throughout the project. I express my sincere gratitude to Mr. Vishal kalia for their timely guidance and in providing the required facilities and information for completing the project. I am also very indebted to my parents and my brother who have been with me at every moment of my life.for his kind help and support during the tenure of the project. I also want to take this opportunity to express my sincere gratitude to my friends and all the people who encouraged me throughout the project. I am also thankfull to god for always being there.
Page
Page
Page
Page
Page
Page
Brand choice Dealer choice Purcahse timing Promotion demographic lifestyle Purchase Purchase decision amount The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviourism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer. y Information search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. y Sources of information include: Personal sources Commercial sources Public sources Personal experience
Page
Page
10
Page
11
Page
The persons position in each group can be defined in terms of both role and status.
12
Page
i)
13
Page
14
Page
15
Page
16
Page
17
Page
18
Page
19
Page
20
Page
21
Page
22
Page
23
Page
24
To promote the growth of their products, a dominant player like Lakme have embarked upon a business plan to establish their exclusive franchised beauty salons across major metros in the country. Imported cosmetics have had a major impact on the Indian market. L'Oreal India has established a consumer advisory unit and Ponds, as mentioned earlier offers skin care advise through touch-screen kiosks, and telephone help-lines. Beautique - an exclusive one-stop shop for only imported cosmetic brands set up recently in New Delhi has qualified beauty consultants to provide free advice and make overs to consumers. Market Access Prior to March 31, 1999, India had cosmetics and toiletries on its restricted list of imports and a special import license was required for import of cosmetics and toiletries into the country. This regulation has now been done away with and, India today, permits import of cosmetics and toiletries without any restrictions. This has made the Indian market more attractive to foreign cosmetic companies. Imports have been made easier, but not necessarily cheaper.
Page
25
INTRODUCTION TO HINDUSTAN UNILEVER PRIVATE LIMITED Hindustan Unilever Limited (HUL) (BSE: HUL) is India's largest fast moving consumer goods company, touching the lives of two out of three Indians with over 20 distinct categories in home & personal care products and food & beverages. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of over Rs. 13,000 crores. HUL is also one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in June 2007 to Hindustan Unilever Limited. In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25 years by Businessworld, one of Indias leading business magazines . The rating was based on a compilation of the magazine annual survey of Indias Most Reputed Companies over the past 25 years. HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using its products. It has over 35 brands. Sixteen of HULs brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008). According to Brand Equity, HUL has the largest number of brands in the Most Trusted Brands List. Its a company that has consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4 brands). Hindustan Unilever's distribution covers over 1 million retails outlets across India directly and its products are available in over 6.3 million outlets in India, i.e., nearly 80% of the retail outlets in India. It has 39 factories in the country. Two out of three Indians use the companys products and HUL products have the largest consumer reach being available in over 80 per cent of consumer homes across India. The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the
Page
26
History - Chronology In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy soap in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati ghee was launched in 1918 and the famous Dalda brand came to the market in 1937. In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions. The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an international acquisition. The erstwhile Lipton's links with India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated. Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme's market-leading cosmetics and other appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the joint venture to the company. Some of its brands include Kwality Wall's ice cream, Knorr soups & meal makers, Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam and Moti soaps, Pureit water purifier, Lipton tea, Brooke Bond tea, Bru coffee, Pepsodent and Close Up toothpaste and brushes, and Surf, Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Ponds talcs and creams, Vaseline lotions, Fair and Lovely creams, Lakm beauty products, Clinic Plus, Clinic All Clear, Sunsilk and Dove
Page
27
COMPETITORS Procter and Gamble (P&G) India : HUL faces a fierce competition from P&G India in its key segments i.e. Detergents and Personal Care. It operates in India thorugh three subsidiaries: Procter and Gamble Home Products (100% subsidiary of the company), Procter and Gamble Hygiene and Health care Ltd. (PGHH) and Gillette India Ltd. It has in its portfolio some of P&G's Billion dollar brands such as Vicks & Whisper in health care and Ariel and Tide in detergents segments. Godrej Consumer Products Ltd. (GCPL): It has two segments: Soap (64% of revenues) and Personal Care.GCPL is second largest soap player in India after HUL with a market share of 9.2%. Personal Care includes hair care products, shaving cream and other toiletries.On December 11, 2008, it acquired 100% stake in SCA Hygiene Products which owns the Snuggy brand of baby diapers. Dabur India Limited - Dabur India Limited is an India-based fast moving consumer goods company which deals in healthcare, personal care and food products.In November 2008, Dabur India Limited announced the acquisition of 72.15% of Fem Care Pharma Ltd which is primarily engaged in the business of export of personal care products. Colgate-Palmolive (India) Limited : It manufactures a range of products marketed under the Colgate which includes oral care products and Palmolive (skin care and hair care products) brand names. Marico Limited:Marico has a portfolio on high margin "Beauty and Wellness" platform which includes hair oils, soaps, edible oils, skin care etc. This portfolio has shown a growth of 30% over a period of FY05-08.
Page
28
INTRODUCTION OF LAKME UNILEVER PRIVATE LTD Lakme is the Indian womans 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. Our vision Unilever products touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack. A clear direction The four pillars of our vision set out the long term direction for the company where we want to go and how we are going to get there: y y y We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world.
Page
29
Purpose & principles Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact." y Always working with integrity
Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility. y Positive impact
We aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which we engage with society. y Continuous commitment
We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business. y Setting out our aspirations
Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility. y Working with others
Page
30
We want to work with suppliers who have values similar to our own and work to the same standards we do. Our Business partner code, aligned to our own Code of
A vitality mentality Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Our deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers a truly multi-local multinational. Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. Code of business principles y y y Standard of Conduct We conduct our operations with honesty, integrity and openness, and with respect for the human rights and interests of our employees. Obeying the Law Unilever companies and our employees are required to comply with the laws and regulations of the countries in which we operate. Employees Unilever is committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of our company. We will recruit, employ and promote employees on the sole basis of the qualifications and abilities needed for the work to be performed. Consumers Products and services will be accurately and properly labelled, advertised and communicated. Shareholders Unilever will conduct its operations in accordance with internationally accepted principles of good corporate governance. We will provide timely, regular and reliable information on our activities, structure, financial situation and performance to all shareholders. Business Partners Unilever is committed to establishing mutually beneficial relations with our suppliers, customers and business partners.
y y
Page
31
y y y
Page
Business partner code There shall be compliance with all applicable laws and regulations of the country where operations are undertaken. There shall be respect for human rights, and no employee shall suffer harassment, physical or mental punishment,
32
Our approach to Corporate Governance To succeed, we believe, requires the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact. This is our road to sustainable, profitable growth and creating long-term value for our shareholders, our people, and our business partners. LAKMES 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 beauty1! Lakme has a range of beauty products to offer to its consumers. Some of the ways in which it
Page
33
Page
34
HOW LAKME IS INFLUENCING ITS CONSUMERS? THE CONCEPT OF EGO: According to Freudian Psychoanalytic theory Lakme tries to position itself on the basis of its appeal to the consumers which have an ego. This means that the consumers of Lakme have an impulsive drive for which they seek immediate satisfaction without concern for means of satisfaction. Women all over the world are always expected to look good and Indian women are no exception; More so because of the fact that Indian women in general do not have a fair skin like that of their western counterparts. Thus it becomes but natural for Indian women to try and look good and use beauty products that help enhance their looks and style. With globalization and liberalization of Indian economy and the changing demographics and income levels there is more and more concern to look good as today's Indian woman is no longer confined to her home but is a big contributor to the growth of Indian economy. THE CONCEPT OF PERSONALITY GROUPS: Lakme tries to woo the compliant consumers according to Karen Horney's classification4 of personality groups i.e. people who move towards others. Those who have desire to be loved, wanted and appreciated. As is earlier stated women are supposed to look good not only in western countries but also in India. Women always appreciate if someone calls them beautiful and it has become the custom of the society to see women in such a context. So it would be prudent to say that according to the societal norms a women has to look good at all times and which has a bearing on the psychology of female consumers towards cosmetic products which help them achieve that desired look. Needless to say that Lakme plays on the concept of women wanting themselves to be appreciated for their beauty and being loved for that.
Page
35
PROFILE OF THE ORGANISATION Name of the company Address of Head office Maharashtra.india 400020 City State Status Telephone number Email Website Chief executive officer Contact person Mobile no Companys product range: Lakme Lipstick. : baddi :HIMACHAL PRADESH : Private : -+91 2222870622 : info@lakmelever.com : http://lakmeindia.com : Mr.Anil chopra : Richa puranesh- marketing manager : 912222850552 : LAKME UNILEVER PRIVTAE LTD : 165166 hindustan lever house Backbay reclamation, church gate, Mumbai,
Page
36
Page
37
OBJECTIVES OF THE STUDY 1. To understand the attitudes and perception of respondents towards cosmetics products. 2. To understand the growth of cosmetics sector in todays scenario. 3. To study the respondents awareness towards lakme. 4. To know people perception towards lakme products available in the market. 5. To understand peoples consumer behavior with reference to cosmetics.
Page
38
SOURCES OF DATA Primary Source of Data Primary data are those collected by the investigator himself for the first time and thus they are original in character, they are collected for a particular purpose. A wellstructured questionnaire was personally administrated to the selected sample to collect the primary data. Secondary Source of Data Secondary data are those, which have already been collected by some other persons for their purpose and published. Secondary data are usually in the shape of finished products. External Data, was generated from magazines, research books and internet (websites). RESEARCH DESIGN The study was conducted as an exploratory sampling survey method to collect primary and secondary data. SAMPLING DESIGN A sample is a representative part of the population. In sampling technique, information is collected only from a representative part of the universe and the conclusions are drawn on that basis for the entire universe. A random sampling technique was used to collect data from the respondents. A random sample is a sample selected from a population in such a way that every member of the population has a equal chance of being selected and the selection of any individual does not influence the selection of any other. The selection is purely depends on chance. So while conducting the survey, 100 respondents were selected at random. SAMPLE SIZE Sample size denotes the number of elements selected for the study. For the present study, 100 respondents were selected at random. All the 100 respondents were the customers of one or another cosmetic industry. Out of these 100 respondents 60 were specifically Lakme customers. SAMPLE DESCRIPTION The respondents of this dissertation was 100 cosmetics users of different cosmetics companies in general, out of which 60 respondents were the users of Lakme in particular; as the dissertation was focused on the consumer behavior and perception of users towards the cosmetic products with special reference to Lakme. The respondents were personally contacted for the purpose of the study. A questionnaire was used for survey and was answered by the customers of different life insurance companies. Most of the respondents were in age group of 18-20; which was having a frequency of 68, 14 respondents were in the age group of 21-24, 10 respondents were in the age group of 24-29 and 8 respondents were more than 30 years. According to gender wise, all were female respondents. Nearly half of the respondents were students and a big chunk of the rest was
Page
39
LIMITATION OF STUDY 1. An underlying assumption for the entire project is that the details and the feedback received from the population is true. 2. It was difficult to find respondents as they were busy in their schedule, and collection of data was very difficult. Therefore, the study had to be carried out based on the availability of respondents. 3. Some of the respondents were not ready to fill the questionnaires and some of them were not ready to come out openly.
Page
40
TESTING OF HYPOTHESIS The test of hypothesis begins with an assumption about the population from which the sample is drawn. According to Prof.Morris Ham bury, A hypothesis is simply a quantitative statement about a population. Hypothesis testing deals with a procedure, which accepts or rejects the hypothesis. Hypotheses are of two types: 1. Null Hypothesis 2. Alternate Hypothesis Null Hypothesis The null hypothesis is a very useful tool in testing the significance of difference. It states that there is no real difference in the sample value and population value in the particular value under consideration. This means that the observed difference is due to the random fluctuations. The null hypothesis is denoted by Ho. Alternate Hypothesis As against the null hypothesis the alternative hypothesis specify those values that the researcher believes to hold true, and he hopes that the sample data lead to acceptance of this hypothesis as true. Types of Errors When a statistical hypothesis is tested there are four possibilities: 1. The hypothesis is true but the test reject it (Type 1 error) 2. The hypothesis is false but the test accepts it (Type 11 error). Level of Significance Confidence with which the null hypothesis is accepted or rejected depends on what is called significant level. The probability, with which we may reject a null hypothesis, when it is true, is called the level of significance. Therefore the level of significance is the risk, statisticians running in his decision. The level of significance is denoted by a. It is better to keep level of significance at a low percentage. It means that we should not reject a true hypothesis. Acceptance Region This represents the region with which the calculated value of the statistics must lie to accept the null hypothesis. If calculated value lies in this region then the null hypothesis will be rejected.
Page
41
Procedure for Testing Hypothesis 1. Set up a null hypothesis (Ho) and alternative hypothesis (H1) appropriate to the test to be conducted. 2. Specify the suitable level of significance. 3. Decide the test criterion suitable to the test statistics 4. Calculate the value of the test statistics using the appropriate formula 5. Make decisions about accepting or rejecting the null hypothesis. If calculated value is less than tabulated value, Ho is accepted, else, HA is accepted by rejecting Ho. Tools used for testing of hypothesis Chi- square Test: It is a non- parametric test. It describes the magnitude of discrepancy between observed value and expected value. Higher the value of Chi-square y 2, greater the discrepancy between the observed values from sample to sample. It is a statistic whose value is always positive and varies from zero to infinity. It is the sum of difference between the expected value and observed value. This distribution is a limiting approximation of multinomial distribution with g as the mean and 2g (nu) as the variance of the distribution. The test depends on the set of observed and expected values and the degree of freedom g (nu). It is a continuous distribution, which can be applied to discrete random variables. Degree of Freedom (DOF) It is the number of classes to which the values can assigned arbitrarily with out violating the restrictions or limitations placed. It is calculated using the following formulae. DOF = (r- 1)* (c 1) where r is the no: of rows C is the no: of columns DOF = (n-1), where n is the no: pairs of observed and expected values. Condition for Applying Chi-square Test: The total sample size must be reasonably large.
Page
42
Uses of Chi-square Test: y y y It is used as a test of independence of attributes. This test brings association, if any, between the attributes. It is used as a test of goodness of fit. In other words, it tests whether the given set of observation will fit in to the distribution (normal, binomial etc) It is used as a test of homogeneity. In other words, it tests whether a set of readings are more uniform or non-uniform. So with this test we can determine whether two or mor independent random samples are drawn from the same population or not.
Limitations of the study 1. An underlying assumption for the entire project is that the details and the feedback received from the population is true. 2. It was difficult to find respondents as they were busy in their schedule, and collection of data was very difficult. Therefore, the study had to be carried out based on the availability of respondents. 3. Some of the respondents were not ready to fill the questionnaires and some of them were not ready to come out openly. TEST OF HYPOTHESIS Whether the consumers are satisfied with cosmetic products and services of Lakme company. CUSTOMER SATISFACTION SATISFIED DISSATISFIED TOTAL HYPOTHESIS: COSMETIC PRODUCTS 53 7 60 SERVICES 48 12 60 TOTAL 101 19 120
Page
43
Page
44
1. Which companys cosmetics are you using? Table showing that cosmetics of which company are most used. PARTICULARS LOREAL LAKME GARNIER LOTUS FREQUENCY 20 60 15 05 PERCENTAGE 20% 60% 15% 5%
Page
45
From the above table it can be inferred that: Out of the 100% population only 20% ladies are using loreal. Out of 100%of population only 60% of ladies are using Lakme. Out of 100% of population only 15% of the ladies are using garnier. Out of 100% of population only 5% of the ladies are using lotus.
2. Which product are you using most often in a month? Table showing that which product is being used most often in a month. PARTICULARS HAIR CARE PRODUCTS SKIN CARE PRODUCTS BODY CARE PRODUCTS MAKE UP FREQUENCY 12 20 10 58 PERCENTAGE 12% 20% 10% 58%
Page
46
From the following table these points can be inferred: 12% of the women use hair products on monthly basis. 20% of the women use skin care products on the monthly basis. 10 % of the women use body care products. 58% of the women of the women use make up products.
3. Do you think that your product provides you with an option of healthy and long lasting harmless? Table showing the number of people who think that think that their product provides them with an option of healthy and long lasting harmless Makeup particulars Yes No May be Not sure Frequency 58 20 17 5 PERCENTAGE 58% 20% 17% 5%
Page
47
graph showing the number of respondents who think that their cosmetics are healthy
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 no not sure may be yes Series 1
From the following table we can infer: 58% of the people trust their brand when it comes to healthy makeup. 20% of the people do not trust their brand when it comes to healthy makeup, but because results use it. 17% of the people think that not all of the products of their brand is healthy. 5% of the people are not at all sure of the healthiness of their products.
4. What is the reason that motivates you to use the products of a particular company? Table showing the reasons that motivates the respondents to buy particular product. PARTICULARS ECONOMICAL TRENDSETTER MEASURABLE RESULTS EASILY AVAILABLE FREQUENCY 35 20 28 17 PERCENTAGE 35% 20% 28% 17%
Page
48
From the following table we can infer that: 35 respondents out of 100 respondents find their cosmetics to be economical. 20 respondents out of 100 respondents find their cosmetics to be trend setter. 28 respondents out of 100 respondents find their cosmetics to show measurable results. 17 respondents out of 100 respondents find their cosmetics to be easily available.
5.
Table showing that how much the respondents invest in the buying of cosmetics. PARTICULARS Below Rs. 500 Rs. 500 Rs. 1000 Rs. 1000- Rs. 2000 Rs. 2000 and above FREQUENCY 68 12 14 6 PERCENTAGE 68% 12% 14% 6%
Page
49
Rs. 500
0.5
1.5
2.5
3.5
4.5
From the following table we can infer the following points: 68 respondents out of 100 respondents spend below Rs . 500 in cosmetics. 12 respondents out of 100 respondents spend Rs. 500- Rs. 1000 in cosmetics. 14 respondents out of 100 respondents spend Rs. 1000 Rs. 2000 in cosmetics. 6 respondents out of 100 respondents spend more than Rs. 2000 in cosmetics.
6.
Table showing that how many respondents find their cosmetics to be economical. PARTICULARS YES NO MAY BE FREQUENCY 49 30 11 PERCENTAGE 30% 11%
Page
50
chart showing the respondents who find their cosmetics economic or less economic
From the following table we can infer that: 49 respondents out of 100 respondents believe that their cosmetics are economical. 30 resondents out of 100 respondents believe that their cosmetics are not economical. 11 respondents out of 100 respondents say that not all the products are economical. 10 respondents out of 100 respondents are not at all sure of economic reliability of their cosmetics.
7. If you are being asked to choose amongst one of the best product that you use, what would that be?
Page
PARTICULARS
FREQUENCY
PERCENTAGE
51
Table showing the best cosmetic product of the respondents of their brand .
From the following table we can infer that: 59 respondents out of 100 respondents found sunscreen lotion to be the best product. 15 respondents out of 100 respondents found hair bouncers crme to be the best product. 9 respondents out of 100 respondents found moisturizers to be the best product. 17 respondents out of 100 respondents found lip gloss to be the best product.
Page
FREQUENCY 32
PERCENTAGE 32%
52
Table showing the most appreciated service provided by their favourite company.
graph showing the most appreciated services provided by the cosmetic company
facial/ massgae
steam bath
0.5
1.5
2.5
3.5
4.5
From the table you infer the following points: 32 respondents out of 100 respondents like steam bath service. 14 respondents out of 100 respondents like manicure/pedicure. 44 respondents out of 100 respondents like facial/ massage. 20 respondents out of 100 respondents like hair services.
9. What motivates you to buy lakme products? Table showing the reasons which motivates the respondents to buy lakme products PARTICULARS FREQUENCY PERCENTAGE
Page
53
CHART SHOWING THE REASON WHICH MOTIVATES RESPONDENTS TO BUY LAKME PRODUCTS
From the following table it can be inferred that: 20 respondents out of total 60 lakme respondents use lakme products for the measurable results. 18 respondents out of 60 lakme respondents use its products as they are economical. 12 respondents out of 60 lakme respondents use its products as they are easily available. 10 respondents out of 60 lakme respondents use its products as they are trend setters. 10 . In which cosmetics of lakme do you invest your money more?
Page
Table showing the lakme cosmetic in which the maximum investment is done by respondents.
54
5 4 3 2 1 Series 2 0 hair bouncer and shiner crme sunscreen lotion Series 2 moisturizers lip gloss
From the following table we can infer that: 34 respondents out of the total 60 lakme respondents spend maximum money in sunscreen lotion. 9 respondents out of the total 60 respondents spend maximum money in hair bouncers crme. 5 respondents out of the total 60 lakme respondents spend maximum money in moisturizers. 12 respondents out of the total 60 respondents spend their maximum money in lip gloss. 11.what is your level of information on Lakme as a brand?
Page
55
From the following table we can infer that: 14 respondents out of 60 lakme respondents had excellent knowledge about lakme as a brand. 28 respondents out of 60 lakme respondents had good knowledge about lakme as a brand. 10 respondents out of 60 lakme respondents had moderate knowledge about lakme as a brand. 8 respondents out of total 60 respondents had bad knowledge about lakme as a brand.
Page
12. what is the purpose for which you buy lakme products?
56
chart showing the purpose for which the lakme products are being used
make up skin products long and strong hair glow and acne free
From the following table we can infer that: 17 respondents out of total 60 lakme respondents buy lakme skin protection products. 13 respondents out of total 60 respondents buy lakme products for long and strong hair. 10 respondents out of total 60 respondents buy lakme products for glow. 20 respondents out of total 60 respondents buy lakme products for make up. 13. Rating the products offered by lakme as:
Page
57
1 2 3
1: excellent 2: good 3: moderate From the following table we can infer that; 18 respondents out of total 60 lakme respondents rate lakme products as excellent. 28 respondents out of total 60 respondents rate lakme products as good. 14 respondents out of total 60 lkame respondents rate lakme as moderate. None of the respondents rate lakme products as poor. 14. Are you satisfied with the beauty services offered by lakme saloons?
Page
58
1 2
1 depicts yes. 2 depicts no. From the following table we can infer that: 48 respondents out of 60 respondents are satisfied with the services provided by the saloons of lakme. 12 respondents out of 60 respondents are not satisfied with the services provided by the saloons of lakme
Page
59
15. Are you satisfied with the products offered by the company? Table showing the whether the respondents are satisfied with the products of lakme. PARTICULARS YES NO FREQUENCY 53 7 PERCENTAGE 88.33% 11.66%
1 2
1 depicts yes. 2 depicts no. From the following table we can infer that: 53 respondents out of 60 respondents are satisfied with the products of lakme. 7 respondents out of 60 respondents are not satisfied with the products of lakme.
Page
60
1 2
1 depicts yes 2 depicts no. From the following table we can infer that: 42 respondents out of 60 respondents found site useful. 18 respondents out 0f 60 respondents did not found site useful.
Page
61
17. Approximately how much do you invest on lakme products monthly? Table showing that how much the respondents spend in lakme products. PARTICULARS Below Rs. 500 Rs. 500-Rs. 1000 Rs. 100-Rs. 2000 Above Rs. 2000 FREQUENCY 40 8 8 4 PERCENTAGE 66.66% 13.33% 13.33% 6.66%
1. depicts money below Rs. 500. ;2. depicts money between Rs. 500-Rs. 1000.;3. depicts money between Rs. 1000- Rs. 2000.;4. depicts money between Rs 2000 and above. From the following table we can infer that: 40 respondents out of 60 lakme respondents spend below Rs 500. 8 respondents out of 60 lakme respondents spend between Rs 500-Rs. 1000. 8 respondents out of 60 respondents spend between Rs. 1000- Rs. 2000. 4 respondents out of 60 respondents spend between Rs. 2000 and above.
Page
62
1 2 3 4
1 depicts yes.;2 depicts no.;3 depicts moderately.;4 depicts cant say. From the following table we can infer that: 68 respondents out of 100 respondents find lakme to be the leader. 12 respondents out of 100 respondents do not find lakme to be a leader. 10 respondents out of 100 respondents are not sure. 10 respondents moderately think that lakme is a market leader.
Page
63
39 respondents out of 60 respondents will continue using lakme. 21 respondents out of 60 respondents will stop using lakme if price will rise.
1 2
1 depicts yes. 2 depicts no. From the following table we can infer that: 39 respondents out of 60 respondents will continue using lakme. 21 respondents out of 60 respondents will stop using lakme if price will rise.
Page
64
CONCLUSION, FINDINGS AND SUGGESTIONS FINDINGS 1. Lakme is the clear market leader across all age groups and income levels. 2. Majority of the respondents ie. 60 respondents out of total 100 respondents are using lakme products. With Loreal in the second number having 20 regular customers of it. 15 respondents rae using Garnier and only 5 are using Lotus cosmetics. This shows that lakme has more number of women using it. 3. The dissertation shows that maximum number of the respondents are using make up products of their brand like mascara, eyeliner, foundation, facepowder, blushers etc. next the eopleare investing maximum in skin care products. 4. 58 respondents trust their brand of cosmetics when it comes to healthy make up. 20 respondents do not find their cosmetics to be healthy in the sence that the brand uses more of chemicals in its compositions. 5. 35 respondents use their cosmetic products because they are economical in nature, while a major portion of the bulk buys the products of a brand because they show measurable results. 6. 68 respondents spend below Rs. 500 on their cosmetics. However there are many people ie 14 who spend Rs. 1000- Rs. 2000 in cosmetics. 7. 49 respondents out of 100 respondents find their cosmetic brand to be economical in nature. 8. 59 respondents out of total of 100 respondents find sunscreen lotion to be the best product of their cosmetic brand. While 17 out of them find lip gloss to be the best part of its brand. 9. 44 people appreciate the facial and massage services provided by their favourite cosmetic company. 32 out of 100 users find steam bath to be very appreciative. 10. 20 respondents out of 60 users who use only lakme products, use lakme products because they show measurable results. While 18 out of 60 uses it because lakme is very economical in nature. 11. 34 respondents out of 60 users of lakme products use the sunscreen lotion the maximum times, the next product being lip gloss. 12. 28 respondents have a very good knowledge about lakme as a brand. 13. 20 respondents out of 60 respondents use lakmes makeup products, while 17 respondents use lakme products of skin protection. 14. 28 respondents found lakme to be good, 18 found it to be an excellent product, 14 respondents , moderately like the products of lakme. 15. 48 respondents are satisfied with the services provided by LAKME. 16. 53 respondents are satisfied with the products of lakme.
Page
65
SUGGESTIONS 1. Affordable cosmetic products must be launched, drawing less than 1000 rupees per month. This will attract mores of youg women towards it and will further increase the market share of the company. 2. Lakme should also concenterate on the cosmetic products for the mails. As today even boys are becoming more concerned of the way they are looking. More and more boys are turning out to be metro sexual. This category will rise in the future and lakme must concentrate on catching them so that the company can generate more sales from them. 3. Lakme must not limit itself to serve only the women, as it will be ignoring a large chunk of looks conscious and metro sexual boys. 4. It would be wise for the company to target young people in the above category and grow along with them as they and the nation prospers. 5. Many respondents in their answer as to why they did not take lakme product said that lakme does not provide a makeup or sunscreen lotion which is to be put only once as it is not moisture resistant. So lakme should work more in creating a water resistant sunscreen lotion which could stay all through the hard sweaty days. 6. More of the saloons should be created in order to provide easy accessibility to the consumers of the services and products provided by lakme. 7. Lakme can start contests for free makeover of women , as it was being started by dove, sunsilk and ponds in collaboration- be beautiful. 8. Website Changes: a. Lakme must advertise more about its website in the mass media so people can gain firsthand knowledge about its products at their convenience in a more detailed manner. b. The website is good but instead of having a glossary as a separate entity, link words which are difficult to understand for a first timer (even if it is as simple as spf) must be marked up (underlined) in the text, which upon clicking must open out to a window giving details. c. A page must be devoted on why cosmetic products of lakme must be taken plus real life stories of how people with use of lakme cosmetics improved their looks. d. Links to other sites extolling the virtues of cosmetics must be given. e. A page devoted to Lakmes beginning as a cosmetic industry must be included in the website to assure potential customers that this is one company that will stick around for a long time to come. Exciting contests can be launched for those who visit the website. 9. lakme has tied up with HUL hence it must advertise in these websites also. It can also advertise in other beauty related sections of websites like vogue.com and feminaindia.com. Youth sites like mtstylecheckvindia.com, facebook.com, orkut.com, twitter.com etc can also be
Page
66
Page
67
CONCLUSION: The different information or benefits derived from the in-depth study of the above mentioned information sources are as follows: 1. consumer behavior and perception study; it helped to know that what actually is consumer beahviour and what are the factors that affect the buying behavior of consumers. It also helped us to know that how can perception have a positive and a negative impact on the consumer beahviour. 2. cosmetic industry in india- this section helped in knowing tat cosmetic is not a new concept in india. People have been grooming themselves physically. The only difference is the addition of chemicals and technology to our personal grooming. 3. Competition existing in the present insurance market; there are many other companies posing tough competition to lakme ie Revlon , garnier, loreal, lotus etc. 4. All the marketing information sources has given a significant contribution to the detailed theoretical perspective for the research i.e. about consumer behavior an perception. 5. World Wide Web also worked as a highly important information source as it provides updated information for the research relating to various areas.
Page
68
Page
69
Page
70
Page
71
Websites used
1. www.invogue.com 2. www.lakmeindia.com 3. www.google.com 4. www.hindustanunilever.com 5. www.feminaindia.com
Page
72