1

Dissertation
On
A study on the role of consumer perception and brand personality traits
for making cosmetic purchase decisions
By

Tabish Ahmad
A0102210108
MBA M&S Class of 2012
Under the Supervision of
Ms. Vandana Gupta
Assistant Professor
Department of Marketing & Sales
In Partial Fulfilment of the Requirements for the Degree of
Master of Business Administration Marketing & Sales
at

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2011
DECLARATION

Title of Project Report: - A study on the role of consumer perception and brand
personality traits for making cosmetic purchase decisions.

I declare
(a)That the work presented for assessment in this Dissertation Report is my own, that it
has not previously been presented for another assessment and that my debts (for words,
data, arguments and ideas) have been appropriately acknowledged
(b)That the work conforms to the guidelines for presentation and style set out in the
relevant documentation.

Date: 21st March 2012

Place: Noida

Tabish Ahmad
A0102210108
MBA M&S
Class of 2012

(ii)

CERTIFICATE

I, Ms. Vandana Gupta hereby certify that Tabish Ahmad, student of Masters of
Business Administration M&S at Amity Business School, Amity University Uttar
Pradesh has completed Project Report on A study on the role of consumer perception
and brand personality traits for making cosmetic purchase decisions, under my
guidance.

Ms. Vandana Gupta

Assistant Professor
Department of Marketing &
Sales

(iii)

Acknowledgement

Iexpress my deep gratitude to almighty, the supreme guide, for bestowing his
blessings upon me in my entire endeavor.
I would like to express my sincere thanks to Ms. Vandana Gupta, Asst. Prof.
Department of Marketing and Sales for all her assistance. Her overall direction and
guidance has been responsible for the successful completion of the project.
I would like be grateful to all the cosmetic retailers and shop owners for helping
me in every difficulty that I faced during my dissertation. Their experience gave me a
deep insight about the cosmetic industry.
I wish to express my deep sense of gratitude to my parents who guided me and
gave me strength and support throughout my project.
Finally, I would like to thank all the faculty members of the Department of
Marketing & Sales and my friends for their constant support and encouragement.

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Tables of Contents

Page No.

Chapter 1
Introduction
Market capitalization
Size of the industry
Brief history of Cosmetics
Top leading Companies in Indian Market
Purpose of the Study
Context of the Study
Significance of the Study
Theoretical Framework
Chapter 2
Review of Literature
Chapter 3
Research Methodology and Procedures
Purpose of the Study
Research Design
Research Questions
Participation / Samples
Data collection procedures
Instrumentation
Pilot Study
Data Analysis
Chapter 4
Data Analysis and Finding

2
3
4
4
6
9
9
10
10
11

Results of research questions

Chapter 5
Conclusion and Recommendations
Summary of the findings
Conclusion
Recommendations
References
APPENDIX A

29
45

Questionnaire A

22
23
24
24
25
26
26
27
27
28

46
48
50
52
53

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List of the Tables

Page No.

1.

ANOVA (Table 1.1) Factors forming positive perception towards a

brand

29

2.

ANOVA (Table 1.2) Personality traits that cosmetic users expects

from a cosmetic brand

30

3.

ANOVA (Table 1.3) Place of purchasing the cosmetic products

32

4.

ANOVA (Table 1.4) Factors of in store marketing playing role in

point of purchase selection

33

5.

ANOVA (Table1.5) Factors stimulating trail purchase

34

6.

Frequency (Table 2.1) Eye catching Appearance

35

7.

Frequency (Table 2.2) Expression of product personality

35

8.

Frequency (Table 2.3) Details of Ingredients

36

9.

Frequency (Table 2.4) Direction of usage

36

10.

Frequency (Table2.5) Easy usage and Storage

36

11.

Frequency (Table 4.1) Bonus Packs for retaining the male segment

38

12.

Cross Tabulation (4.2)between age of the cosmetic users and

frequency of their purchase in six months.

38

13.

Cross Tabulation (4.4)betweengender of the cosmetic users and

frequency of their purchase in six months

39

14.

Factor Analysis Total Variance Explained (Table 4.6)

41

15.

Factor Analysis Component Matrix (Table 4.7)

42

16.

Factor Analysis Rotated Component Matrix (Table 4.8)

43

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S.No.

List of Figures

Page No.

1.

Figure 1.0 In-store/ Out-store Marketing Factors

18

2.

Figure 3.1 Showing who influences the male cosmetic purchase

decisions

37

3.

Figure 4.3 Showing age of the cosmetic users and frequency of their
purchase in six months.

39

4.

Figure 4.5 Showing gender of the cosmetic users and frequency of

their purchase in six months

40

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Chapter 1
INTRODUCTION

CHAPTER 1: Introduction

The history of ancient cosmetics can be traced back to the cultures of ancient
Greece and Roman Empire, where people used herbal concoction with components like
henna, sage and chamomile to darken their hair. At present in India, the demand for
cosmetics products are so high that it could become the worlds largest cosmetic
consuming country in the next few decades, due to the rising demand a large number of
local as well as international manufacturers have gradually extended their ranges and
product lines in different provinces of India.
Cosmetic industry in India came into limelight immediately after the globalization
of 1991 which was followed by the crowning of many Indian women at the international
beauty pageants. These events led to the change in the cosmetic consumption in India. In
the Indian Cosmetic Industry, electronic as well as print media have played an
astonishing role in spreading awareness about the cosmetic products and developing
fashion consciousness among the Indian consumers. As a result of which Indian cosmetic
Industry had a rapid growth in the last couple of years, growing at a CAGR of around
7.5% between 2006 and 2008. While this is due to the improving purchasing power and
increasing fashion consciousness, the industry is expected to maintain the momentum
growth during the period 2009-2012.
With the coming up of the satellite television, number of television channels as
well as the Internet in the todays scenario, the Indian consumers are constantly being

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updated about all the new cosmetic products and are translated into the desire to purchase
them. In addition to all this, the flourishing Indian fashion/film industry also plays a very
fruitful role in fuelling the growth into the Cosmetic industry by making Indians to
realize the importance of having good looks and appearances. Today most of the
cosmetics manufacturers, in India cater to the domestic market but they are gradually
establishing their footholds in overseas markets as well.
The Indian Cosmetics Industry, basically constitute of skin care, hair care, color
cosmetics, fragrances and oral care segments which stood at an estimated $2.5 billion in
2010. Also the herbal cosmetics industry is providing full support to the beauty business
in India and is expected to grow at a rate of 7% as more people use chemical products in
favor of organic ones. According to a new research report, the Indian Cosmetics Industry
is expected to witness impressive growth rate in the near future, owing to rising beauty
concern of both men and women. Currently the industry holds promising growth
prospects for both existing and new players.
The Indian Cosmetic market which is traditionally a stronghold of a few major
Indian players like Godrej Consumer Care, Hul, Emami, ITC and a lot many,have seen
foreign entrants into the market within the last decade. As India is a very price sensitive
market of the cosmetics and personal care products, considering this in mind, the new
foreign entrants had to work out new innovative strategies that suited the Indian
preferences, for thisthey budgeted themselves to establish a hold onto the Indian market
and finally are able to established a niche market for themselves. On the other part, the
Indian players, counter attacked the foreign entrants by going in forrural expansion and
are offering specialized products to generate revenues from all the corners of the country.

Market capitalization
According to analysis and figures given by the Confederation of Indian Industries
(CII), the total Indian beauty and cosmetic market size currently stands at USD 950
million and showing growth between 15-20% per annum. The overall beauty and

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wellness market that includes beauty services stands at about USD 2,680 million,
according to CII estimates.

Size of the industry

The size of Indian Cosmetics Industry globally is $ 274 billion, while that of the
Indian cosmetic industry is $ 4.6 billion. The current size of Indian Cosmetic Industry in
2011 is USD 600 million. And the fastest growing segment is color cosmetics, accounting
for around USD 60 million of the market. Industry sources estimate a rapid growth rate of
20% per annum across different segments of the cosmetics industry reflecting with an
increasing demand for all kinds of beauty and personal care product in

India. Growth

in the Indian Cosmetic Industry has come mainly from the low and medium-priced
categories that account for 90 % of the cosmetics market in terms of volume.

Brief history of Cosmetics

The history of cosmetics is directly linked to the European and Western countries
and shows the evidence of its existence since 6 th century, where mixtures and pastes were
used to whiten face. But these mixtures and pastes also had harmful effects which
sometimes led to paralysis, strokes or death. Another method which was used at that time
and recommended by many famous pharmacists, of that era was to bleed oneself using
leeches.
But in the late of 19th century, women in the western countries use to do their
make up using mixtures, which were then prepared by the household products. It was in
the 20th century, when people thought of putting make-up openly for sale. It was in this
era only, when tanning of skin became a popular fad. Whereas from 1930 to 1940s people
learn the fashion trends with respect to the lipstick in particular and how gradually it

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became darker and darker with the every passing year. With the world-wide demand for
make-up, people finally had few cosmetics which were made available to them through
sale. Some of the common cosmetics included at that time were lipsticks, eyeliners,
mascaras, foundations and eye shadows.
In India, the oldest use of lipstick can be traced back to the era of Indus Valley
civilization, when women in that period use to crush semi-precious stones and mixed
them into a paste to apply it on their lips for an added color. Since then lipstick remained
popular among women through centuries, irrespective of their cultures and periods they
belonged to. It was a known fact then that lipsticks were manufactured by the two
common techniques one was with using potent and toxic chemicals where as other one
was used vegetables and animal extract. Today a wide variety of lipsticks are available in
the market to cater to various needs of the female consumers. There are organic and
natural lipsticks as well as lip gloss and lip pencils which come in a wide variety of
colors to suit a huge spectrum of skin tones. Today lipsticks are the most popular
cosmetic in the cosmetic market today. Perfume is another important component of the
cosmetics. It is basically a fragrant mixture prepared by using various oils and aromatic
compounds. Every perfume manufacturer keeps the combination of ingredients a secret,
especially in the case of perfumes that are manufactured by the large brand names. Blushon or Rouge is a cosmetic which is used to color the cheeks red. In the ancient times
women used mulberries, beetroot and other such extracts to color their cheeks in order to
acquire a healthy look. Today rouge is available as a pressed powder as well in a cream
based paste. Eye liner is another important component of the cosmetics as it is used to
emphasis the shape of eyes. There are many kinds of eyeliners like liquid eyeliners,
Kajal, Kohl which can be used to create different effects and looks. Nowadays smoky
eyes and the gothic look are popular which can be used by applying Kohl over and under
the eyes with metallic gold and silver eye shadow.

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Top leading Companies in Indian Market

India has now become a developed market for cosmetic players since the last
decade.

Currently there are several cosmetic manufacturing companies, who are

operating in all kinds of cosmetics. In the entire range of products that fall within the
territory of the Indian cosmetic, the most popular items are color cosmetics, of which nail
varnish, lipsticks and lip glosses account for the most sales. In this area, popular local
brand names include Lakme and Revlon. Skin-care cosmetics have experienced a slower
growth and products such as anti-wrinkle creams, cleansers and toners, for instance are
not as popular as facial creams, moisturizers and fairness creams in this genre.
Companies like Ponds and Fair and Lovely rule the roost in this segment.
Unilever and Procter & Gamble are major players in the Indian cosmetic sector of
shampoos and hair products. However, the Indian hair-care cosmetic sector now has a
few foreign brands to compete with these giants as well. Finally, one of the most popular
cosmetic produced in India are herbal cosmetics which have gained popularity
internationally in recent years, Emami and Ayur herbal products are the most well-known
in this area.
1. Hindustan Unilever Ltd. offers Lakme, Dove, Sunsilk, Closeup, Pepsodent, Fair
and Lovely.
2. Proctor and Gamble Ltd. offers Olay (Moisturizers, Toner, Cleanser, Lightening
Lotions, Treatment Masks, Face washes, Stretch and fit mask, UV blocker,
Wrinkle treatment), Aussie, Gillette, Pantene, Head and shoulders etc.
3. Godrej Consumer Care Ltd. offers Cinthol (Shampoo, Deo, Talc, and Shaving
Gel), Color Soft, Renew (hair color) and Fair Glow.

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4. Ayur Herbal Pvt. Ltd. offers Sunscreen Lotion, Smudge Kajal, Silky Instant
Bleach, Aloe Vera Cold cream, Age lock skin lotion, Aromaz (skin moisturizers),
Face Gels, Face packs, Under eye line and Anti-wrinkle gel, Hand / Foot Scrub.

5. Shahnaz Husains Herbal Pvt. Ltd.offers Face creams (Shahnaz Husains

Ayurvedic Diamond Cream, 24 Carat Gold Ayurvedic cream) Cleansers
(Shamoon, Sharoze, Shabase, Shafair, Shazema, Shamint, Shasoap, Shacleanse),
Moisturizers (Shataj, Shalow, Shasilk, Shamoist), Scrub (Shagrain), Cream and
Lotions ( Anti-wrinkle cream, Day/Night cream, Diamond Lotion, Shaclove,
Shaclear, Precious Pearl, Shafair), Make up (Shashine eyeliner, Hair touch up,
Shacover, Shalash Mascara, Shashine lip balm, Shaeyes Kajal), Hair care
(Shatone, Shalocks, Shmala, Shagrow, Sharinse, Shahair, Shalisma).
6. Garnier India Pvt. Ltd. offers Face creams (Pure, Pure active, Nourishing cold
cream, Fairness for men), Face Washes ( Sun Control, Men power light, Age lift,
Wrinkle lift), Hair care products ( Fructis long and strong, Damage repair, Oil and
shampoo, Wet shine), Hair color (Color Naturals), Deodorants (Mineral for men ,
Mineral for women).
7. Loreal India Pvt. Ltd. offers Face Care ( Hydration, Anti-Ageing Preventive and
Anti-Ageing Curative), Hair creams (Excellence Creme, Casting Crme Gloss),
Cosmetics for (Nails, Eyes, Lips), Face (UV protection, Whitening and AntiAgeing Cleansers, Toner, Moisturizers), Hair care (Nutri Gloss, Smooth Intense,
Total Repair, Color protect), Men skin care (Men Expert White Active, UV
perfect, Hydra fresh, Pearl Perfect, Youth code),
8. Imperial Tobacco Companyoffers Fiama De wills (Shampoo), Fima, Femme,
Superia and Inizio (perfume)
9. Emami Ltd. offers Fair and Handsome (men), Malai Kesar cold cream, Hair life.
10. Calvincare Pvt. Ltd. offers Fairever, Spinz (Deo and Talc), Nyle cold cream,

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Hindustan Unilevers Products

Proctor & Gambles Products

G
odrej Consumer Cares ProductsAyur Herbals Products

Shahnaz Husains Herbal Products

Garnier Cosmetics Products

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Purpose of the Study

1.To understand, how different segment of consumers, based on their consumer
involvement type hold different perception about cosmetic brand and its the brand
personality association.
2.To know,whether the purchase of cosmetic by the consumers is actually affected by the
different point of purchase (POP) or not. This will help the research to know,what factors
of in store marketing play an important role in outlet selection.
3.This study will also focus on the part whether the packaging of the cosmetic products
actually plays a role or not in the mind of the consumers while making the cosmetic
purchase decision.
4. This study will try to know, how the male buyer of the cosmetics gets influenced, and
for that what cosmetics companies and retailers are doing to target the male buyer for
their cosmetics.And what stimulate consumer to trail purchase cosmetic products.

Context of the Study

Cosmetic companies needs to understand the changing environment in the
industry as it can actually influence thepurchase decision, as of now there are many
points of purchases in the current cosmetic market which are the companys owned retail
outlets, companys dealers and distributors, different parlors and salons, due to which the
big cosmetic brands need to know which kind of distribution strategy will best suit their
product. Research will help the cosmetic manufacturers to know the perception of the
cosmetic consumers towards different point of purchases. As well as what brand
personality traits, consumers look for in their preference of cosmetic brands. Study will
also give in depth knowledge about the importance of packaging in cosmetic industry.

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Significance of the Study

1.) To understand how different segment of consumers, based on consumer involvement
type, hold different impressions of brands based on brand personality association.
2.) To understand consumers perception regarding different point of purchase (POP).
3.) To check how does brand personality and brand attitude leads to purchase decision.
4.) To check whether packaging plays a role in influencing the consumer to purchase
cosmetics.

Theoretical Framework
Theoretical frame work of the research revolves around the consumers
perception as how cosmetics consumers based on brand personality association, differ in
their perceptions towards brands. The research helps cosmetic companies to know the
factors that revolve aroundthe potential consumers while making the cosmetic purchase
decisions. According to the research, products physical qualities, price, advertisement and
promotion plays an important role.

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Chapter 2
Reviewof Literature

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Review of literature
Krugman, H.E. (1966/1967). was one of the first scholars to apply ego
involvement theory to a marketing context, examined a persons involvement with
advertising. Since his work, several involvement conceptualizations have emerged. He
described involvement as a combination of needs, values, interests and situational
variables.
Houston, M. J.( 1978). Houston defines involvement as a state of interest,
motivation or arousal and Bloch as an unobservable state reflecting the amount of
interest, arousal, or emotional attachment a consumer has with a product Houston
classifies involvement into three types: Situational, Enduringand Response. Situational
involvement (SI) describes temporary arousal and interest induced by current
environmental factors (for example per perceived risk, price and durability of goods) and
accompanied by a decrease in involvement- related behaviors once the situation ends.
Enduring involvement (EI) represents the stable and long-term arousal and interest with
a product. EI occurs with few products and is based on past experience with the product
and important relevant values (for example self-image and pleasure).
Studies have confirmed Houston s SI and EI, but not an interaction between SI
and EI, showing that consumers stable involvement level is independent of the purchase
situation.Response or felt involvement describes the combined effects of SI and EI and is
the individuals overall personally relevant feelings that result from the product and
situation. Leisure product enthusiasts, who show high EI levels during leisure activities,
Bloch termed it as AdornmentRelated Recreational activities (ARR) it possess distinct
characteristics such as testing and talking about new grooming methods with friends,
obtaining new information on Adornments, also maintaining and enhancing products, as
well as portraying the qualities: Perceptual vigilance, innovativeness, interest and opinion
leadership.

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Extrinsic rewards (for example physical attractiveness) and Intrinsic rewards (for
example control and self-esteem). Past research has confirmed leisure activity is related
to physical attractiveness, self-expression and self-image, and power and control. High
involvement ARR women (versus low involvement ARR women) spent 8 min more per
day applying makeup, felt makeup application was more pleasurable and rewarding and
spent 60 per cent more on fashion goods in the past 6 months.
Kapferer, J. and Laurent, G. (1985/1986) in their study described involvement
as the state of motivation or arousal induced by factors such as Interest, pleasure, sign
value and risk.In an extensive study, Kapferer and Laurent identified five antecedents of
involvement Interest, Pleasure, Sign, Risk importance and Probability of error to
create the consumer involvement profile (CIP).

Interest refers to the interest and

importance in a product category, while pleasure is the enjoyment derived from the
product purchase. Sign value is the character, personality and identity communicated
through the product class or brand. Risk importance is the importance placed on the
outcome of a miss purchase. It represents how the consumer will feel if he / she
purchases the wrong product, for example, upset, irritated or annoyed. Probability of
error measures feelings of uncertainty, based on the likelihood of a miss purchase. These
five dimensions combine aspects of both EI and SI.
Brand personality is a group of human characteristics that describe a specific
brand whether it is similar to human personality because consumers ascribe human
qualities to brand names and often feel they relate to brands in a personal way.
Aaker, J. L. (1999) his study was based on Tupes and Christal s and Normans
five human personality dimensions, Aaker created a five dimensional brand personality
framework to identify the traits consumers associate with a brand, and developed the
brand personality scale (BPS) to measure how consumers use brands symbolically and
emotionally. Applying Malhortas product, person and self-concepts scale, Aaker
constructed a personality trait scale from psychology and marketing personality scales
and her own qualitative research study. Through a series of scale development studies,

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Aaker identified five dimensions of brand personality: Sincerity, Excitement,

Competence, Sophistication and Ruggedness. Aakers Brand Personality Framework
contains the Big Five Dimensions. Sincerity conveys warmth, acceptance, honesty and
caring qualities. Excitement portrays sociability, energy, activity and youthfulness while
responsibility, dependability and security describe Competence. Sophistication
describes upper class, glamorous and sexy brands and Ruggedness depicts brands with
western American qualities such as strength and masculinity.
Prior studies have also found that some consumers prefer brands that match their
own personality, while others choose brands that match the personality of the
situation.Brand personality, therefore, allows a better understanding of consumers brand
perceptions, as well as how individual and situational factors contribute to brand
preference. Brand personality influences consumer attitudes towards a brand. In
developing the Brand personality Scale (BPS), Aaker included only positively valence
traits, explaining that the BPS should measure how brand personality influences the
receptivity of a product. Studies confirm the positive relationships between brand
personality dimensions and positive brand attitudes, purchase intentions and brand
associations.
Wysong, S. (2002) found that brand personality perceptions varied based on
consumers Enduring Involvement EI with beer products. Participants with high EI
(versus low EI participants) desired down-to-earth and honest beers, both Sincerity traits,
as well as outdoorsy beers. Wysong et al believe that high EI consumers differ from their
low EI counterparts because they possess prior brand and product knowledge that allows
them to identify with a brands personality.
Hartmann, P. & Diehl, S. (2010), suggested that the exposure to pictures of
good-looking and even slightly above-average-looking females lowers the self-image of
exposed women and increases dissatisfaction with their own appearance. They had
analyzed the effect of perceived instrumental/utilitarian and hedonic/emotional brand
benefits on womens satisfaction with cosmetic brands, focusing on their relief from

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dissatisfaction with ones self-image as one of four identified emotional brand

experiences. A survey of 355 women was carried out, assessing instrumental and hedonic
brand benefits of the brand used by each interviewed participant, as well as the degree of
satisfaction with the surveyed brand. The collected data was modeled using structural
equation analysis. Results indicated that utilitarian and hedonic brand benefits had both
contributed to the satisfaction with the cosmetic brands with an overall stronger
influence of emotional consumption experiences. The greatest influences were found for
the feeling of relief from dissatisfaction with ones self-image. Their research revealed
that one of the mechanisms through which cosmetics advertising works is by lowering
womens self-perception in the first place and then delivering relief from this negative
feeling as an emotional benefit through the brand. However, from an ethical point of
view, such a strategy is questionable, especially given the problems of eating disorders
and body dysmorphia.
Cosmetics have been traditionally used by women to control their physical
appearance and their physical attractiveness. Authors focused on women the most salient
consumers of cosmetic products, male consumers are also increasingly targeted by the
cosmetics industry. Several researchers have examined the psychology that correlates and
consequences the cosmetic use.The findings indicated that the benefits sought after in the
purchase of cosmetics in general as well as in deciding on a specific cosmetic brand are
not limited to instrumental or functional benefits but may also be related to hedonistic or
emotional consumption experiences. It is therefore, not surprising that a significant share
of the claims in cosmetic brand advertising can be related to subjective psychological
consumption motives, rather than objective outcomes. The aim of the study was to
explore the brand associations of cosmetic brands from female consumers perspective
and to analyze the comparative effect of identified brand benefits on female consumers
satisfaction. The scope of the researchextends to why women consume specific cosmetic
brands, what role does cosmetics consumption play in emotional/hedonistic benefits in
addition to the perception of instrumental/utilitarian benefits and to what extent
advertising is involved in evoking benefits of cosmetic brands. For this purpose, a survey
of consumer perceptions of cosmetic brands was carried out, assessing instrumental and

23

hedonic brand benefits of the brand used by each interviewed participant, as well as the
degree of satisfaction with the surveyed brand. The collected data was modeled using
structural equation analysis.
Guthrie, M. &Jung, J. (2008).in their study to examine women's perceptions of
brand personality with respect to women's facial image and cosmetic usage, they
hadfound that the brand personality of competence was most important across all the
brands, consumer perceptions pertaining to the brand personality traits differed. Their
study found that consumers' facial image influenced the total quantity of cosmetics used
but not the variation in quantity in different situations. Results also indicated that a
relationship exists between facial image and brand perceptions. Also, it was found that a
different group of brand personality traits influenced brand attitude for each cosmetic
brand. For these findings they conducted an electronic survey which was administered to
a sample of 225 female participants in the USA. The survey included items measuring
facial image, cosmetic usage, brand personality, and brand attitude. By examining how
facial image and cosmetic usage both of them determined that companies can improve
their marketing strategies to enhance customer satisfaction and increase their customer
base. Moreover, by identifying the brand personalities that attract consumers, companies
can pin-point the characteristics that customers look for in a product, which in turn can be
used to enhance brand image.
Chandon, P. Hutchin, W. Bradlow, T. & Young, S (2009).the authors have
examined the interplay between in-store and out-of-store factors on consumer attention
and evaluation of brands displayed on supermarket shelves. Using an eye-tracking
experiment, they find that the number of facings has a strong impact on evaluation that is
entirely mediated by its effect on visual attention and works particularly well for frequent
users of the brand, secondly for low-market-share brands and thirdly for young and
highly educated consumers who are willing to trade off brand and price. They also found
out that gaining in-store attention is not always sufficient to drive sales. For example, topand middle-shelf positions gain more attention than low-shelf positions; however, only
top shelf positions carry through to brand evaluation. The results underscore the

24

importance of combining eye-tracking and purchase data to obtain a full picture of the
effects of in-store and out-of-store marketing at the point of purchase.
Prior research did not examine the effects of in-store marketing on visual attention
and brand consideration. Therefore, it cannot be determined whether the effects of instore marketing on choice are mediated by enhanced attention and consideration or
whether they do influence choice directly or not. Alsoprior research did not manipulate
the fact that in-store factors are independent of brand- and consumer-specific out-of-store
factors, and therefore it was not possible to compare the relative impact of in-store and
out-of-store factors or to determine whether in-store factors are more effective for low- or
high-market share brands or for regular users or nonusers.
Therefore, the objective of this study was to examine the interplay between instore and out-of-store factors on consumer attention and evaluation of brands displayed
on supermarket shelves. Hence authors applied multiple examining measures of attention
and evaluation which was more important by the trendusing the point of purchase as an
advertising medium which is solely aimed at building brand awareness and image over
the long run and not just as a distribution channel.
Authors have finding for the retail managers; the main result is that all shelf-space
actions are not equal. They showed that the number of facings has a consistent and
positive effect on attention and through attention, on evaluation and that its influence on
choice is particularly strong for regular users, for low market-share brands, and for young
and highly educated shoppers who value both brands and low prices. In contrast, the
effects of shelf position are mixed. Positioning of the brands is important, on the top shelf
and near the center of a shelf improves both attention and evaluation, but positioning
them on the middle shelves helps attention without improving evaluation

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Figure 1.0
(Source: Journal of Marketing; Nov2009, Vol. 73 Issue 6, p1-17)
Park, C. Maclnnis, D. Priester, J. & Lacobucci, D. (2010).in there research they
had made conceptual, measurement, and managerial contributions. Conceptually, they
had defined brand attachment, its defining properties and have explained how it is
differentiated from brand attitude strength. From a measurement perspective, they have
developed and validated a parsimonious measure of brand attachment, have tested all the
assumptions that underlie it and have finally demonstrated that it indicates the concept of
attachment. They had also demonstrated the convergent and discriminant validity of this
measure in relation to brand attitude strength. Managerially, they had demonstrated that
brand attachment offers value over brand attitude strength in predicting consumers
intentions to perform difficult behaviors, actual purchase behaviors, brand purchase share

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(the share of a brand among directly competing brands) and need share (the extent to
which consumers rely on a brand to address relevant needs), including those brands in
substitutable product categories.
Brand attachment is the strength of the bond which connects the consumer with
the brands;therefore attachment is critical because it affects the behaviors that foster
brand profitability and customer lifetime value (Thomson, MacInnis, and Park 2005). At
the same time, authors have long invoked the constructs of attitudevalence and strength
as key antecedents to consumer behaviors. They have defined attitude valence as the
degree of positivity or negativity with which an attitude object is evaluated. They have
conceptualized brand attitudestrength as the positivity or negativity (valence) of an
attitude weighted by the confidence or certainty with which it is held i.e., the extent to
which it is considered valid. Prior research has shown that brand attitude strength predicts
behaviors of interest to firms, including brand consideration, intention to purchase,
purchase behavior, and brand choice (Fazio and Petty 2007); (Petty, Haugtvedt, and
Smith 1995). The rich history of research on brand attitude strength raises questions
about the need for a construct such as brand attachment. Does attachment provide value
beyond measures of brand attitude strength? The answer to this question is elusive
because research to date has not verified how brand attachment and brand attitude
strength differ conceptually or empirically. Nor have researches differentiated what
unique consumer behaviors, if any, each predicts.
Authors had made three key contributions pertinent to these issues. First, authors
have differentiated the brand attachment construct from brand attitude strength
conceptually, arguing that the two constructs have distinct conceptual properties and
entail different formation processes. Secondly, they had validated this distinction
empirically, by developing a novel scale that maps the conceptual properties of brand
attachment and assessing its relationship to attitude strength. Thirdly and most
significantly, they had empirically demonstrated that attachment and attitude strength
have distinct behavioral implications. .

27

They had differentiated brand attachment and brand attitude by starting from the
nature of the affect they implicate. They said attachment implicates hot affect from the
brands linkage to the self, where as strong brand attitudes reflect evaluations and cold
affect involving a judgment about the brand. This difference in affect has important
implications for brand behaviors. In this sense, the constructs differ in their motivational
power because attachment, unlike attitude strength, has emotional and self-implications
that serve as more powerful drivers of behaviors. Secondly, both constructs involve
assessments of strength; the entity to which strength applies differs. With attachment,
what is strong is the bond that connectsas brand-related thoughts and memories become
more prominent. With strong attitudes, what is strong is a persons judgment of the
goodness or badness of the brand. Such strength is indicated by the connections between
the self and the brand and a subjective sense of brand prominence. With strong attitudes,
strength references the attitude object and the confidence with which it is held. Such
strength is often indicated by objective indicators of attitude accessibility. Moreover, the
factors that lead to variation in strength differ. With strong brand attitudes, strength varies
not as a function of brand (self-connections or the prominence of brand thoughts) but
rather as a function of the confidence with which the judgment is rendered.
Hill, A. (2011), has given few tips, considering the important role that packaging
plays in displaying a brand. Hill believes that it is typically the first thing a consumer
interacts with in a brand experience. In fact, packaging can be the sole influencer in a
consumer's purchase decision. She said even for this reason, small companies will often
invest heavily in their product packaging when compared to other parts of a brand
campaign. She wrote in her work that strongest packages are authentic expressions of the
brand personality and speak clearly to the audience or consumer. This is the key to the
target customer by picking up a package and feeling as if it is speaking directly to them.
Hill wrote for today's high-speed world, where people have so many choices and so little
time to make purchase decisions, she said that for this reason, a strong initial impact on
the shelf is of much more importance.
According to her,going back to the design school is one of the first things, in order
to make a powerful visual because people are wired when it comes to noticing, as they

28

look for what is different, when looking at a grouping of objects. She said this principle
applies to all aspects of designs, whether it's the shape, color or content of the design.
Designing a product package that stands out is ultimately achieved through a packaging
identity that is honest and targeted, she said in her work. By simply being different for the
sake of being different isn't enough, in fact, it can come off as a gimmick to today's
sophisticated consumer.
Hill also paid special attention to the fact by saying it's important to keep in mind
that a brand is not the product, or even the package that presents the product. It is the
visceral reaction a person has to that product and the public perception of the company
behind it.Because being authentically different is the key to standing out from the
competition, it is critical to analyze what the competitors are doing and saying in order to
find a unique, ownable niche. Hill gave importance to study packaging identity trends as
it is also critical to look at factors such as messaging trends and structural packaging
trends. Only with a thorough analysis it would be clear if a packaging identity is truly
unique in its form, brand identity and messaging.
Hill finally concluded by giving importance to communicating a unique brand
identity, on a package design that can be expressed through the visual form of the
package, or through the graphic design, the verbal communication or the copy writing
and the tactility of the package, or the shape and material. Unique form or overall design
aesthetic, regardless of the trends in the marketplace, can give the packaging that extra
edge in standing out on the shelf. For her unique packaging forms are particularly
important for female-targeted brands, as women are sensorial in nature. She also quoted
that trends come and go quickly, so the most important thing to remember when
considering a new package design is to stay true to the core values of the company and
the characteristics of the product itself.

29

Chapter 3
Research Methodology and Procedures

Purpose of the Study

30

1.) To understand, how different segment of consumers, based on their consumer

involvement type hold different perception about cosmetic brand and its the brand
personality association.
2.) To know, whether the purchase of cosmetic by the consumers is actually affected by
the different point of purchase (POP) or not. This will help the research to know,what
factors of in store marketing play an important role in outlet selection.
3.) This study will also focus on the part whether the packaging of the cosmetic products
actually plays a role or not in the mind of the consumers while making the cosmetic
purchase decision.
4.) This study will try to know, how the male buyer of the cosmetics gets influenced, and
for that what cosmetics companies and retailers are doing to target the male buyer for
their cosmetics. And what stimulate consumer to trail purchase cosmetic products.

Research Design
This research will be carried out in two phases
1.) In the initial phase, detailed secondary search was conducted to know about the
cosmetic industry in India, its characteristics, major players in the market, market
segmentation.
2.) Exploratory research will be conducted among different cosmetic shops, companies
own outlets, variousparlors and salons and different organized retail outlets in the
Delhi/NCR by applying a survey method. This will not only help in keeping the sampling
size least biased but also in providing a broader insight on the in store marketing, factors
that plays an important role in stimulating the consumers to buy a particular brand, in
knowing the most loyal customer segments, their purchasing power, the preferred product
line of the companies, which segment of the customers, are usually open to the trail of a
brand or a product, then measures are taken to retain the male customers.

31

3.) Thirdly a Descriptive research design will be used to conduct the research further after
knowing the potential and regular buying cosmetic segment, as this will guide the
research in knowing their actual perception towards different point of purchase and the
importance of packaging in an organized way. As this research demands perception of the
regular cosmetics buyerswhich in turn leads to buying decisions.

Research Questions
Before preparing the questionnaire, following issues were considered

What are the different cosmetic buyers in terms of involvement types?

Which are the factors which lead to formation of positive perception towards

cosmetic brands?
On which personality traits do a cosmetic buyer, evaluate and considers a

particular brand.
What are the specific reasons to use the cosmetic products?
Among the various point of purchases, which will be the most preferred? And

why? As what factors goes in the selection of a retail outlet.

What measures are taken by the cosmetic retailers to retain the male cosmetic

buyers? And how consumers are stimulated to try a cosmetic product.

To what extend does packaging plays an important role in stimulating the buyer
to make a purchase.

1. Does purchase involvement type has great influence on the brand personality
association?
H0: Consumer Involvement is not influenced by the brand personality association
H1: Consumer Involvement type is affected with the brand personality association

2. Does point of purchase plays an important role in making cosmetic purchase decision?

32

H0: Point of purchase does not play an important role in making cosmetic
purchase decision.
H1: Point of purchase plays an important role in making cosmetic purchase
decision.
3. Does packaging of the cosmetic products plays an important role in influencing the
cosmetic buyer to make a purchase?
H0: Packaging of the cosmetic products does not influence the cosmetic buyer to
make a purchase.
H1: Packaging of the cosmetic products does influence the cosmetic buyer to
make a purchase.

Participation / Samples
Sampling Elements: Various colleges as well as housing societies of south Delhi.
Sample Size:124. Out of which 25 were males and 99 were females.
81 people were married and 43 were unmarried.
Age of the persons
Age
groups
Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

13 - 19

4.8

4.8

4.8

20 - 40

41

33.1

33.1

37.9

40 - 60

73

58.9

58.9

96.8

Above 60

3.2

3.2

100.0

Total

124

100.0

100.0

Sampling methods used:

33

Convenience sampling in selecting the different cosmetic shops, companies own outlets,
variousparlors and salons and different organized retail outlets in the Delhi/NCR.
Stratified random sampling method, is used as the data collected from the exploratory
research will be divided into the age brackets of the respondents as Teenagers (13 to 19),
Young men / women (20 to 40), Middle Aged men / women (40 to 60), Old men / women
(above 60)

Data collection procedures

Personal interviews is conducted with the potential customer segments after
knowing about them from the exploratory researchis conducted among different cosmetic
shops, companys own outlets, variousparlors and salons and different organized retail
outlets in the Delhi/NCR by applying a survey method. After knowing the regular
cosmetic buying segments,personal interviews will play an effective role in collecting the
data from the respondents of the regular cosmetic buying segments. This will be
accompanied by a structured questionnaire having closed format andlikert scale based
questions.

Instrumentation
Research included only type of instrumentation, which was a questionnaire.
Where in two Questionnaires are required, one for the retailers and another one for the
respondents. Questionnaires include questions in closed format andlikert scale.

Pilot Study

34

Pilot study is conducted in order to find out the various possible errors that might
occur in the survey, questionnaire or to find out whether it is tiring for customers to fill
the given questionnaire. A pilot study will be conducted among few randomly selected
retailers as well as cosmetic users. The sample size will be limited to 20 people. After the
pilot testing, it will be possible to understand the real areas of problem encounter for a
consumer while filling up the questionnaire; this will in turn help the research to make
necessary changes in the survey process and thus can increase the effectiveness of the
total research so that the final findings would be more reliable.

Data Analysis
Collecting the raw data does not give any valuable information. Processing this
data using a valuable tool will help us to interpret more meaningful statistical information
out of the data. This information can thus be used to strategize the marketing procedures
in order to overcome the possible faults and continue to enjoy a good market share. Data
analysis in SPSS includes various techniques like Factor Analysis, Anova, and Cross
Tabulation, Frequencies, Bar charts and Pie charts.

This will give us valuable

information on the various aspects which is otherwise very difficult to understand

through normal observation.

35

Chapter 4:
Data Analysis and Findings

Results of research questions

36

ANOVA
Factors forming positive
perception towards a brand
Brands Marketing share

Past Experience

Family and Reference group

Good will of the parent

company

T.V. Ads

Sum of
Squares

df

Mean
Square

Sig.

Between Groups

20.614

20.614

41.933

.000

Within Groups

58.992

120

.492

Total

79.607

121

Between Groups

19.460

19.460

28.117

.000

Within Groups

26.073

120

.317

Total

26.533

121

Between Groups

35.723

35.723

114.141

.000

Within Groups

37.556

120

.313

Total

73.279

121

Between Groups

30.049

30.049

109.084

.000

Within Groups

69.787

120

3.582

Total

69.836

121

Between Groups

25.392

25.392

26.931

.000

Within Groups

50.502

120

3.421

Total

50.893

121

13.479

13.479

167.705

.000

Within Groups

9.644

120

3.080

Total

23.123

121

Between Groups

3.756

3.756

25.293

.000

Within Groups

17.818

120

.148

Total

21.574

121

Between Groups

.000

3.320

24.545.

.000

Within Groups

.000

120

.000

Total

.000

121

Promotional Activities adopted Between Groups

Word of mouth

Experts reviews

This is done through One way ANOVA where dependent variable were Factors
(Table 1.1)
forming positive perception towards cosmetic products, Factors considered were
Brands Marketing share, Past Experience, Family and Reference group, Good
will of the parent company , T.V. Ads, Promotional Activities adopted, word of

37

mouth, Experts reviews. Whereas independent variable was the consumer

involvement type. If F probability is less than 0.05, we reject null hypothesis at 95%
confidence level. From the above output, (Table 1.1), of one way ANOVA, significance
is 0.000 which is less than 0.05 therefore, null hypothesis is rejected. Hence,significant
differences exist between consumer involvement type and factors forming positive
perception towards cosmetic product.We can also conclude that Consumer Involvement
type is affected bypositive perception towards the brand.
ANOVA
Personality traits that
cosmetic users expects
from a cosmetic brand
Caring Qualities

Glamorous

Dependability/
Responsibility

Youthfulness

Strength/ Ruggedness

Sum of
Squares

df

Mean
Square

Sig.

Between Groups

12.536

12.536

83.775

.000

Within Groups

17.956

120

.150

Total

30.492

121

Between Groups

11.559

11.559

51.538

.000

Within Groups

43.605

120

.363

Total

44.164

121

Between Groups

1.878

1.878

11.141

.001

Within Groups

20.229

120

.169

Total

22.107

121

Between Groups

5.774

5.774

2.551

.000

Within Groups

36.406

120

.303

Total

37.180

121

Between Groups

7.724

7.724

11.593

.001

Within Groups

79.956

120

.666

Total

87.680

121

Through, One way ANOVA, where dependent variable were the personality traits
(Table 1.2)
that cosmetic users expects from a cosmetic brand, personality traits considered were
Caring Qualities, Glamorous, Dependability/ Responsibility, Youthfulness ,
Strength/Ruggedness. Whereas independent variable considered was the consumer
involvement type. If F probability is less than 0.05, we reject null hypothesis at 95%

38

confidence level. From the above output, (Table 1.2), of one way ANOVA, significance
is 0.000 which is less than 0.05 therefore, null hypothesis is rejected. Hence, significant
differences exist between cosmetic purchase involvementtype and personality traits
expected from a cosmetic brand. Therefore Consumer Involvement type is affected with
the brand personality association.
One way ANOVA has been used, where dependent variable were cosmetic point
of purchase company owned outlets, company authorized dealers, local cosmetic
shops, organized retail outlets, salons & parlors, direct from internet. Whereas
independent variable considered were the frequent cosmetic purchasers. If F probability
is less than 0.05, we reject null hypothesis at 95% confidence level. From the above
output, (Table 1.3), of one way ANOVA, significance is 0.000 which is less than 0.05
therefore, null hypothesis is rejected. Hence, significant differences exist between
cosmetic point of purchase andfrequent cosmetic purchasers or we could conclude that
Point of purchase plays an important role in making cosmetic purchase decision.

39

ANOVA
Place of purchasing the
cosmetic products

df

Mean
Square

Sig.

54.473

27.237

38.563

.000

85.462

121

.706

139.935

123

18.045

9.023

29.646

.000

36.826

121

.304

Total

54.871

123

Between Groups

11.625

5.812

8.678

.000

Within Groups

81.045

121

.670

Total

92.669

123

20.196

10.098

32.136

.000

Within Groups

38.022

121

.314

Total

58.218

123

Between Groups

18.226

9.113

7.955

.001

Within Groups

138.613

121

1.146

Total

156.839

123

Between Groups

3.679

1.840

11.096

.000

Within Groups

20.063

121

.166

Total

23.742

123

Company Owned retail Between Groups

outlet
Within Groups
Total
Companys Authorized Between Groups
Dealers
Within Groups

Local cosmetic shops

Organized Retail Outlets Between Groups

Parlor and Salons

Direct from Internet

Sum of
Squares

(Table 1.3)
One way ANOVA has been used, where dependent variable were in store marketing
factors that play an important role in selecting the point of purchase.

Whereas

independent variable considered is the cosmetic buyers. If F probability is less than 0.05,
we reject null hypothesis at 95% confidence level. From the above output, (Table 1.4), of
one way ANOVA, significance is 0.000 which is less than 0.05 therefore, null hypothesis
is rejected. Hence, in store marketing factors that play an important role in selecting the
point of purchasehas significant influence on cosmetic purchasers.

40

ANOVA
Factors of in store
marketing playing role
in point of purchase
selection

Sum of
Squares

df

Mean
Square

Sig.

24.560

.000

54.075

.000

27.295

.000

77.553

.000

12.595

.000

8.810

.000

17.827

.000

Factors of in store
marketing playing role
in outlet selection

Between Groups

14.440

4.813

Within Groups

23.519

120

.196

Total

37.960

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

36.602

12.201

Within Groups

27.075

120

.226

Total

63.677

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

4.066

1.355

Within Groups

5.958

120

.050

Total

10.024

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

17.126

5.709

Within Groups

8.833

120

.074

Total

25.960

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

7.354

2.451

Within Groups

23.356

120

.195

Total

30.710

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

3.603

1.201

Within Groups

16.357

120

.136

Total

19.960

123

Factors of in store
marketing playing role
in outlet selection

Between Groups

23.159

7.720

Within Groups

51.962

120

.433

Total

75.121

123

(Table 1.4)
.

41

ANOVA
Factors stimulating trail
purchase
Product Trails/
Demonstration

Sum of
Squares

df

Mean Square

Sig.

Between Groups

5.907

1.969

15.529

.000

Within Groups

15.214

120

.127

Total

21.121

123

35.675

11.892

26.826

.000

Within Groups

53.196

120

.443

Total

88.871

123

Between Groups

25.585

8.528

18.863

.000

Within Groups

54.254

120

.452

Total

79.839

123

8.948

2.983

16.447

.000

Within Groups

21.762

120

.181

Total

30.710

123

15.669

5.223

31.172

.000

Within Groups

20.106

120

.168

Total

35.774

123

Between Groups

12.212

4.071

34.540

.000

Within Groups

14.143

120

.118

Total

26.355

123

Between Groups

1.659

.553

2.326

.001

Within Groups

28.534

120

.238

Total

30.194

123

39.812

13.271

43.587

.000

Within Groups

36.535

120

.304

Total

76.347

123

Celebrity Endorsement Between Groups

Proper display of the

product

Price off/ Special offer Between Groups

Low price of the product Between Groups

Ingredients explained

Innovative packaging

Right shelf positioning Between Groups

(Table1.5)

42

One way ANOVA has been used, where dependent variable were factors
stimulating trail purchase of the cosmetic products, factors considered were Product
Trails/ Demonstration, Celebrity Endorsement, Proper display of the product, Price
off/ Special offer, Low price of the product, Ingredients well explained, Innovative
packaging, Right shelf positioning. Whereas independent variable considered is the
cosmetic buyers. If F probability is less than 0.05, we reject null hypothesis at 95%
confidence level. From the above output, (Table 1.5), of one way ANOVA, significance
is 0.000 which is less than 0.05 therefore, null hypothesis is rejected. Hence,
factorsstimulating trail purchase of the cosmetic products has significant influence on
cosmetic purchasers.
Importance of packaging:

1.) Eye catching Appearance

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

Important

52

41.9

41.9

41.9

very important

72

58.1

58.1

100.0

Total

124

100.0

100.0

(Table 2.1)
58.1 % of the cosmetic users consider packaging of the cosmetic products to be very
important as they believe packaging attracts human eye balls towards it catching
appearance.
2.) Expression of product personality

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

important

36

29.0

29.0

29.0

very important

88

71.0

71.0

100.0

Total

124

100.0

100.0

(Table 2.2)

43

71.1 % cosmetic users believe packaging of the cosmetic products to be very important as
they consider packaging as the expression of the cosmetic products personality.
3.) Details of Ingredients

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

important

56

45.2

45.2

45.2

very important

68

54.8

54.8

100.0

Total

124

100.0

100.0

(Table 2.3)
54.8% cosmetic users believe packaging is very important as it gives detail information
about the ingredients used in the cosmetic product.
4.) Direction of usage

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

important

34

27.4

27.4

27.4

very important

90

72.6

72.6

100.0

Total

124

100.0

100.0

(Table 2.4)
72.6 % people consider packaging to be very important as it shows direction of usage,
which is important from consumer point of view, before using a cosmetic product.
5.) Easy usage and Storage

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

important

58

46.8

46.8

46.8

very important

66

53.2

53.2

100.0

Total

124

100.0

100.0

(Table2.5)
53.2% people consider packaging to be very important as it helps in usage and storage.

44

Who influences the male cosmetic purchase decisions?

72

97

75

86

83
0

20

40

60

80

100

120

Figure 3.1
The above figure (figure 3.1) depicts who influences the male cosmetic purchase
decision the most, when asked from the cosmetic userswith the given options, They
themselves, Spouse, Family / Friends, Experts opinion, Celebrity
Endorsements. Maximum of the people selected the option Experts opinion as they
believed that the male cosmetic purchase decisions are majorly influenced by theopinion
of the cosmetic industry experts than the Celebrity Endorsements. Second they believed
that for the most of the married men, their spouse plays an important role in making the
cosmetic purchase decisions.

45

Factors for retaining the male cosmetic users.

Bonus Packs for retaining the male segment
Frequency

Percent

Valid Percent

Cumulative
Percent

neutral

7.3

7.3

7.3

agree

24

19.4

19.4

26.6

strongly agree

91

73.4

73.4

100.0

Total

124

100.0

100.0

Valid

(Table 4.1)
From the (Table 4.1), For retaining the male cosmetic users. 73.4% of the people strongly
agree to the fact that retailers has to come up with some kind of bonus packs, so that the
male cosmetic users gets to use more of a quantity at a given price. As the price of the
cosmetics in the male cosmetic market is moderate and packaging too is steady, moderate
and simple.
Cross Tabulation
Cross Tabulation between age of the cosmetic users and frequency of their purchase in
six months.

How often do you purchase cosmetic products

for yourself

Age of the person

Total

twice

thrice

above thrice

Total

13 - 19

20 - 40

16

13

12

41

40 - 60

10

31

32

73

Above 60

32

44

48

124

Table (4.2)

46

Above 60

40 - 60

20 - 40

13 - 19

10

20

30

40

50

60

70

80

Figure 4.3
It can be easily seen from the (Figure 4.3) and (Table 4.2) that the age group 40 - 60 are
the heavy cosmetic users, as they buy cosmetics above three times in a given period of
six months, thus we can conclude that people belonging to the age group 40-60 spend
most on the cosmetic products.
Cross Tabulation between gender of the cosmetic users and frequency of their purchase in
six months

How often do you purchase cosmetic products

for yourself

Gender of the person

Total

twice

thrice

above thrice

Total

male

20

25

female

12

40

47

99

32

44

48

124

(Table 4.4)

47

1
2

Figure 4.5
It can be easily seen from the (Figure 4.5) and (Table 4.4) that the age group of females
are the heavy cosmetic users, as they buy cosmetics above three times in a given period
of six months, thus we can conclude that femalespend most on the cosmetic products
compared with men

48

Factor Analysis on reasons to use cosmetic products

Total Variance Explained

Initial Eigenvalues

Extraction Sums of Squared Rotation Sums of Squared

Loadings
Loadings

Componen
% of Cumulativ
% of Cumulativ
% of Cumulativ
t
Total Variance
e%
Total Variance
e%
Total Variance
e%
1

4.486 40.781

40.781

4.486 40.781

40.781

4.356 39.598

39.598

2.779 25.265

66.046

2.779 25.265

66.046

2.826 25.688

65.286

1.471 13.372

79.418

1.471 13.372

79.418

1.555 14.133

79.418

.986

8.963

88.381

.574

5.217

93.598

.298

2.706

96.305

.196

1.783

98.087

.122

1.109

99.197

.068

.622

99.819

10

.020

.180

99.999

11

.000

.001

100.000

Extraction Method: Principal Component Analysis. (Table 4.6)

From the (Table 4.6), we look at the factors extracted, their Eigen values and the
cumulative percentage of variance. From the Cumulative % column in the table we see
that three factors extracted together account for 79.418 per cent of the total variance,
which is a pretty good bargain, because we are able to economise on the number of
variables from 11 variables it has reduced to 3. In other words, 79.418 percent is retained
by the 3 extracted factors out of the original 11 variables.

49

Component Matrixa
Component
1

Improve the skin

.087

.250

.797

Skin protection

.915

.005

-.065

To look Attractive

.406

.100

-.759

To look Young/ Anti-Aging

.731

-.446

.208

Self Esteem / Social Class

.659

.422

.076

Self Confidence

.939

-.224

.036

Solving skin problem

.886

-.320

.125

Hygiene issues

.663

.223

.209

To look Fair

.046

.935

.199

To smell good

-.099

.942

-.056

Others

.625

.605

-.322

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

50

Rotated Component Matrix

Reasons to use cosmetic products

Component
1

Improve the skin

.178

.258

-.779

Skin protection

.878

.156

.216

To look Attractive

.251

.168

.812

To look Young/ Anti-Aging

.818

-.320

-.070

Self Esteem / Social Class

.585

.525

.021

Self Confidence

.955

-.066

.127

Solving skin problem

.934

-.170

.033

Hygiene issues

.643

.329

-.104

To look Fair

-.073

.929

-.217

To smell good

-.259

.913

.009

Others

.455

.700

.402

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations. (Table 4.8)

From the (Table 4.6), we look at the factors extracted, their Eigen values and the
cumulative percentage of variance. From the Cumulative % column in the table we see
that three factors extracted together account for 79.418 per cent of the total variance,
which is a pretty good bargain, because we are able to economise on the number of
variables from 11 variables it has reduced to 3. In other words, 79.418 percent is retained
by the 3 extracted factors out of the original 11 variables. Looking at the (Table 4.8)
Rotated Component Matrix, The variable number 2, 4, 6, and 7 i.e. Skin protection,
Anti-Aging, Self-Confidence, Solving skin problems has high loadings under
factor 1, there loadings are 0.878, 0.818, 0.955 and 0.934 respectively. This suggests that
the factor 1 is a combination of these four original variables. (Table 4.7) also suggests the
similar grouping. Similarly looking under the factor 2 in (Table 4.8) Rotated Component
Matrix, the variable 9 and 10 i.e. To look fair and To smell good has high loadings
under factor 2, there loadings are 0.935 and 0.942 respectively. This suggests that factor 2

51

is a combination of these two original variables. (Table 4.7) also suggests the similar
grouping.

52

Chapter 5:
Conclusion and Recommendations

53

Summary of the findings

One way ANOVA was used where between Factors forming positive perception
towards cosmetic products and consumer involvement type . From the output, Table 1.1,
of one way ANOVA, significance is 0.000 which is less than 0.05 therefore, null
hypothesis is rejected. Hence,significant differences exist between consumer involvement
type and factors forming positive perception towards cosmetic product.We can also
conclude that Consumer Involvement type is affected bypositive perception towards the
brand.
One way ANOVA, was used between personality traits that cosmetic users
expects from a cosmetic brand and consumer involvement type. From the output, Table
1.2, of one way ANOVA, significance is 0.000 which is less than 0.05 therefore, null
hypothesis is rejected. Hence, significant differences exist between consumer
involvement type and personality traits expected from a cosmetic brand. Therefore
Consumer Involvement type is influenced by the brand personality association.
One way ANOVA has been used, between cosmetic point of purchase and
frequent cosmetic purchasers. From the above output, Table 1.3, of one way ANOVA,
significance is 0.000 which is less than 0.05 therefore, null hypothesis is rejected. Hence,
significant differences exist between cosmetic point of purchase andfrequent cosmetic
purchasers or we could conclude that Point of purchase plays an important role in making
cosmetic purchase decision.
One way ANOVA has been used, between in store marketing factors that play an
important role in selecting the point of purchase and cosmetic buyers. From the output,
Table 1.4, of one way ANOVA, significance is 0.000 which is less than 0.05 therefore,
null hypothesis is rejected. Hence, in store marketing factors that play an important role
in selecting the point of purchase andhas significant influence on cosmetic purchasers.

54

One way ANOVA has been used, between factors stimulating trail purchase of the
cosmetic products, andcosmetic buyers. From the above output, (Table 1.5), of one way
ANOVA, significance is 0.000 which is less than 0.05 therefore, null hypothesis is
rejected. Hence, factorsstimulating trail purchase of the cosmetic products has significant
influence on cosmetic purchasers.
From (Table 2.1) 58.1 % of the cosmetic users consider packaging of the
cosmetic products to be very important as they believe packaging attracts human eye
balls towards it catching appearance. From (Table 2.2) 71.1 % cosmetic users believe
packaging of the cosmetic products to be very important as they consider packaging as
the expression of the cosmetic products personality. From (Table 2.3) 54.8% cosmetic
users believe packaging is very important as it gives detail information about the
ingredients used in the cosmetic product. From (Table 2.4) 72.6 % people consider
packaging to be very important as it shows direction of usage, which is important from
consumer point of view, before using a cosmetic product. From (Table 2.5) 53.2% people
consider packaging to be very important as it helps in usage and storage.
(Figure 3.1) depicts who influences the male cosmetic purchase decision the
most, when asked from the cosmetic users with the given options, They themselves,
Spouse, Family / Friends, Experts opinion, Celebrity Endorsements.
Maximum of the people selected the option Experts opinion as they believed that the
male cosmetic purchase decisions are majorly influenced by the opinion of the cosmetic
industry experts than the Celebrity Endorsements. Second they believed that for the most
of the married men, their spouse plays an important role in making the cosmetic purchase
decisions on their behalf.
From the (Table 4.1), depicts retaining the male cosmetic users. 73.4% of the
people strongly agree to the fact that retailers has to come up with some kind of bonus
packs, so that the male cosmetic users gets to use more of a quantity at a given price. As
the price of the cosmetics in the male cosmetic market is moderate and packaging too is
steady, moderate and simple.

55

It can be easily seen from the (Table 4.2) and (Figure 4.3) that the age group 40 60 are the heavy cosmetic users, as they buy cosmetics above three times in a given
period of six months, thus we can conclude that people belonging to the age group 40-60
spend most on the cosmetic products.
It can be easily seen from the (Table 4.4) and (Figure 4.5) that the females are the
heavy cosmetic users, as they buy cosmetics above three times in a given period of six
months, thus we can conclude that femalespend most on the cosmetic products compared
with men.
Looking at the (Table 4.8) Rotated Component Matrix, The variable number 2, 4,
6, and 7 i.e. Skin protection, Anti-Aging, Self-Confidence, Solving skin
problems has high loadings under factor 1, there loadings are 0.878, 0.818, 0.955 and
0.934 respectively. This suggests that the factor 1 is a combination of these four original
variables. (Table 4.7) also suggests the similar grouping.
Similarly looking under the factor 2 in (Table 4.8) Rotated Component Matrix,
the variable 9 and 10 i.e. To look fair and To smell good has high loadings under
factor 2, there loadings are 0.935 and 0.942 respectively. This suggests that factor 2 is a
combination of these two original variables. (Table 4.7) also suggests the similar
grouping.

Conclusion
From the above data analysis we conclude that that

Consumer Involvement type is affected by positive perception towards the brand.

Refer to the (Table 1.1)

Significant differences exist between consumer purchase involvement type and
personality traits expected from a cosmetic brand. Therefore Consumer
Involvement type is influenced by the brand personality association. Refer to the

(Table 1.2)
Significant differences exist between point of purchase andfrequent cosmetic
purchasers or we could conclude that Point of purchase plays an important role in

56

making cosmetic purchase decision among the frequent cosmetic purchasers.

Refer to the (Table 1.3)

In store marketing factors that play an important role in selecting the point of
purchase and has significant influence on cosmetic purchasers. Refer to the

(Table 1.4)
Factors stimulating trail purchase of the cosmetic products has significant

influence on cosmetic purchasers. Refer to the (Table 1.5)

From (Table 2.1) 58.1 % of the cosmetic users consider packaging of the
cosmetic products to be very important as they believe packaging attracts human
eye balls towards it catching appearance. From (Table 2.2) 71.1 % cosmetic users
believe packaging of the cosmetic products to be very important as they consider
packaging as the expression of the cosmetic products personality. From (Table
2.3) 54.8% cosmetic users believe packaging is very important as it gives detail
information about the ingredients used in the cosmetic product. From (Table 2.4)
72.6 % people consider packaging to be very important as it shows direction of
usage, which is important from consumer point of view, before using a cosmetic
product. From (Table 2.5) 53.2% people consider packaging to be very important

as it helps in usage and storage.

From (Figure 3.1), which depicts who influences the male cosmetic purchase
decision the most? Maximum of the people selected the option Experts opinion
as they believed that the male cosmetic purchase decisions are majorly influenced
by the opinion of the cosmetic industry experts than the Celebrity Endorsements.
Second they believed that for the most of the married men, their spouse plays an

important role in making the cosmetic purchase decisions on their behalf.

From the (Table 4.1), which depicts, 73.4% of the people strongly agree to the
fact that retailers has to come up with some kind of bonus packs, so that the male
cosmetic users gets to use more of a quantity at a given price. As the price of the
cosmetics in the male cosmetic market is moderate and packaging too is steady,

moderate and simple.

It can be easily seen from the (Table 4.2) and (Figure 4.3) that the people from
the age group 40 - 60 are the heavy cosmetic users, as they buy cosmetics above

57

three times in a given period of six months, thus we can conclude that people

belonging to the age group 40-60 spend most on the cosmetic products.
It can be easily seen from the (Table 4.4) and (Figure 4.5) that the females are
the heavy cosmetic users, as they buy cosmetics above three times in a given
period of six months, thus we can conclude that female spend most on the

cosmetic products compared with men.

Looking at the (Table 4.8) Rotated Component Matrix, The variable number 2, 4,
6, and 7 i.e. Skin protection, Anti-Aging, Self-Confidence, Solving skin
problems. This suggests that the factor 1 is a combination of these four original

variables. (Table 4.7) also suggests the similar grouping.

Similarly looking under the factor 2 in (Table 4.8) Rotated Component Matrix,
the variable 9 and 10 i.e. To look fair and To smell good. This suggests that
factor 2 is a combination of these two original variables. (Table 4.7) also suggests
the similar grouping.

Recommendations

Point of purchase plays an important role in making cosmetic purchase decision

among the frequent cosmetic purchasers. Therefore cosmetic companies should
go for various distribution channels, as cosmetic buyers like to purchase cosmetic
products from all sorts ofvendors, whoever can provide a new buying experience.
Refer to the (Table 1.3). Also, in store marketing factors that play an important
role in selecting the point of purchase and has significant influence on cosmetic

purchasers. Refer to the (Table 1.4).

Cosmetic companies should give more emphasis in stimulating a trial purchase of
its new products,as research showed that factors stimulating trail purchase of the
cosmetic products has significant influence on cosmetic purchasers. Refer to the

(Table 1.5)
From (Table 2.4) 72.6 % people consider packaging to be very important as it
shows direction of usage, which is important from consumer point of view, before
using a cosmetic product. Cosmetic companies must make sure that direction of

58

usage is properly mentioned on the packaging of their product, as cosmetic buyers

do consider it as an important part of the product.

Cosmetic companies needs to target the cosmetic industry experts than going for
celebrity endorsements in terms of making television commercials, as the
cosmetic purchase decisions of the male segment is highly influenced by the
cosmetic industry experts. Secondly cosmetic companies should target females
too, for selling males cosmetic products asthe research showed that for most of
the married men, their spouse plays an important role in making the cosmetic

purchase decisions on their behalf. Refer to the (Table 3.1)

From the (Table 4.1), which depicts, 73.4% of the people strongly agree to the
fact that retailers has to come up with some kind of bonus packs, so that the male
cosmetic users gets to use more of a quantity at a given price. As the price of the
cosmetics in the male cosmetic market is moderate and packaging too is steady,

moderate and simple.

It can be easily seen from the (Table 4.2) and (Figure 4.3) that the people from
the age group 40 - 60 are the heavy cosmetic users, as they buy cosmetics above
three times in a given period of six months, thus we can conclude that people

belonging to the age group 40-60 spend most on the cosmetic products.
It can be easily seen from the (Table 4.4) and (Figure 4.5) that the females are the
heavy cosmetic users, as they buy cosmetics above three times in a given period
of six months, thus we can conclude that female spend most on the cosmetic
products compared with men.

References

Aaker, J. L. (1999) the malleable self: The role of self-expression in persuasion.

Journal of Marketing Research 36 (1): 45 57.

Chandon, P., Hutchin, W., Bradlow, T. & Young, S (2009).Does In-Store
Marketing effects of the Number and Position of Shelf Facings on Brand
Attention and Evaluation at the Point of Purchase. Journal of Marketing;

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Nov2009, Vol. 73 Issue 6, p1-17, 17p, 1 Color Photograph, 2 Diagrams, 4 Charts,

2 Graphs
Guthrie, M. & Jung, J. (2008).The effects of facial image and cosmetic usage on
perceptions of brand personality.Journal of Fashion Marketing & Management;

May2008, Vol. 12 Issue 2, p164-181, 18p

Hartmann, P. & Diehl, S. (2010).BEST BRAND DECISIONS--Consumer

Defined. Global Cosmetic Industry; Mar2011, Vol. 179 Issue 2, p36-38, 3p

Hill, A. (2011). Standing out in the crowd. Global Cosmetic Industry; Sep2011,

Vol. 179 Issue 8, p52-56, 3p, 1 Color Photograph

Houston, M. J., & Rothschild, M. L. (1978).Conceptual and methodological
perspectives in involvement. In: S.C. Jain (ed.) Research Frontiers in Marketing:
Dialogues and Directions. Chicago, IL: American Marketing Association, pp. 184

187.
Krugman, H. E. (1966/1967).The measurement of advertising involvement.

Public Opinion Quarterly 30 (4): 583 596

Kapferer, J., & Laurent, G. (1985/1986). Consumer involvement profiles: A new
practical approach to consumer involvement. Journal of Advertising Research 25

(6): 48 56.
Park, C. Maclnnis, D. Priester, J. & Lacobucci, D. (2010). Customer satisfaction
across organizational units. Journal of Service Research; Feb2004, Vol. 6 Issue 3,
p231-242, 12p

Wysong, S., Munch, J., & Kleiser, S. (2002).an investigation into the brand
personality construct, its antecedents, and its consequences. American Marketing
Association Winter Educators Conference Proceedings 13: 512 518

APPENDIX A
Questionnaire
Q1.) Since how long have you been using the cosmetic products?

60

A.) Less than a year B.) 1 year to 5 years C.) 5 years to 10 years D.) Above 10 years
Q2.) How often do you purchase cosmetic products for yourself in six months?
A.) Once B.) Twice C.) Thrice D.) Above thrice.
Q3.) On an average, how much do you spend on your cosmetic products in a month?
A.) Less than Rs. 1,000 B.) Rs. 1,000 Rs.2,000 C.) Rs. 2,000 - Rs. 3,000 D.) Above
3,000.
Q4.) According to you, rate your reasons for using the cosmetic products. On a scale of 1
to 5. (Where 1 being strongly Disagree, 2 being Disagree, 3 being Neutral, 4 being Agree
and 5 being strongly Agree)
Reasons
Improve the skin
Skin protection
To look attractive
To look young / Anti-Aging
Self Esteem / Social Class

For self confidence

Solving skin problem
For hygiene issues
To look Fair
To smell good
Others

Q5.) Which are the following cosmetic product categories, do you use? Rate them
according to your preference on a scale of 1 to 5 (where 1 being Never, 2 being Rarely, 3
being Every once in a while, 4 being Sometimes and 5 being Almost Always)
Product categories
Facial Foam Cleanser
Moisturizing Creams
Anti-Wrinkle Creams
Tanning Cream
Hair Color Protection
Toner Creams
Hand/ Foot Scrubs
Silky Instant Bleaches
Cold Creams/ Lotions
Make up kits

61
Others

Q6.) Rate the following personality traits, as per your expectations from a cosmetic
brand. Rate them on a scale of 1 to 5 (Where 1 being Strongly Disagree, 2 being
Disagree, 3 being Neutral , 4 being Agree and 5 being strongly agree)
Personality Traits
Caring Qualities
Glamorous
Dependability / Responsibility
Youthfulness
Strength / Ruggedness

Q7.) Which of the following options helps you the most in forming a positive perception
towards a cosmetic brand? Rate them on a scale of 1 to 5 (where 1 being Strongly
Disagree, 2 being Disagree, 3 being Neutral , 4 being Agree and 5 being strongly agree)
Options

Brands Market share

Past experience
Family / Reference group
Goodwill of the company
T.V. Advertisements
Promotional Activities
adopted
Word of mouth
Experts Review

Q8.) What is your purchase Involvement type in choosing a particular cosmetic brand?
A.) Situational (Temporary Arousal)

B.) Enduring (Long term Arousal)

Q9.) Rate the following factors which influences you the most in making the trail
purchase of the new cosmetic products? Rate them on a scale of 1 to 5 (where 1 being
very little important, 2 being little important, 3 being Neutral, 4 being Important and 5
being very important)

62
Factors
Product Trails / Demonstrations
Celebrity Endorsement (Testimonial Ad)
Proper display of the products
Price offs / Special Offers
Low price of the products
Ingredients
Innovative Packaging
Right shelf positioning

Q10.) From where do you like to purchase the cosmetic products, Rate your preference
on a scale of 1 to 5 (where 1 being Never, 2 being Rarely, 3 being Every once in a while,
4 being Sometimes and 5 being Almost Always)
Factors
Company owned outlets
Companies Authorized Dealers
Local Cosmetic Shops
Organized Retail Outlets
Your Salons & Parlors
Direct from Internet

Q11.) Rate the important factors in store marketing that play an important role in your
outlet selection on a scale of 1 to 5 (where 1 being very little important, 2 being little
important, 3 being Neutral, 4 being Important and 5 being very important)
Options

Right Assortment of the products

Right Shelf positioning
Availability of the products
Salesman identifying your needs first
Proper Trail / Demonstration
Proper display of the products
Bonus packs / price offs
Too many choices offered
Sufficient billing counters
Location of the store

Q12.) Rate the importance of packaging in cosmetic products through the following
options, rate your preference on a scale of 1 to 5 (where 1 being very little important, 2
being little important, 3 being Neutral, 4 being Important and 5 being very important)

63
Options
Stimulate the purchase by eye catching
appearance
Expression of the products personality
Details of the Ingredients
Direction of usage
Benefits from the Usage / Claims
Easy storage and handling

Q13.) According to you, who influence the males cosmetic purchase, decision the most?
A.) Males themselves B.) spouse C.) Family/ Friends D.) Experts Reviews E.) Sales
Representatives F.) Celebrity Endorsement T.V. ads.
Q14.) What do you think, would be appropriate for retailers in terms of retaining the male
segment? Rate on a scale of 1 to 5 (where 1 being Strongly Disagree, 2 being Disagree, 3
being Neutral , 4 being Agree and 5 being strongly agree)
Options

Price Offs
Claims
Bonus Packs
Instant Redemption Coupons
Samples for trails / Demonstration
Premiums & Gifts

Q15.) According to you, are you satisfied with the cosmetic brands that you are using?
Rate them on a scale of 1 to 5 on the following reasons (where 1 being the lowest and 5
being the highest)
Factors
Functional Benefits
Price
Packaging of the product
Quantity provided
Claims made
Promotional Offers
Availability in the stores

Personal Details
Name:
Age:

64

A.) 13to 19 years B.)20 to 40 years

Gender : A.) Male

C.)40 to 60 years D.) Above 60

B.) Female

Occupation:
Marital Status: A.) Married

B.) Unmarried

Living with: A.) No one B.) Spouse C.) Parents D.) Friends E.) Others
Family Income Annual:
A.) less than 50,000 B.) 50,000 to 2,50,000 C.) 2,50,000 to 5,00,000 D.) Above
5,00,000

Thanks for your valuable time!