 PRICE SENSITIVE:

20 respondents can be grouped into price sensitive customers as they spend up to Rs.3,000 per month
on makeup goods, prefer budget friendly brands like NYX, Milani etc. that they use often mostly for
improving self-image or for work needs. They’re mostly working professionals in the age range of 26-
48 and get their information from social media posts and ads, blogs, TV, print and instore ads etc.
They are usually brand loyal and influenced by TV ads, friends and family, good value for price etc.
and purchase from department, specialty stores or online. They are satisfied with the purchases but
face challenges in the form of good value-price, brand trust, quality etc.
 HIGH END CUSTOMERS:
20 respondents can be grouped into high end customers that spend upwards of Rs.5,000 on top brands
like MAC, Bobbi Brown, Huda Beauty etc. to be fashionable and are highly brand loyal. They’re
mostly working professionals in the age range of 35-60 and like vegan and cruelty free goods,
influenced to purchase by social media influencers, cosmetologists, online and search ads etc. They
make purchases from specialty stores or online from brands’ websites.
 SOCIAL MEDIA:
21 respondents can be grouped into trendy, social media users in the age group of 18-25 spending
between Rs.3,000-5,000 on brands like Lakme, Maybelline, Nykaa etc. using makeup goods often or
for special occasions. They use these for facial care and to be fashionable. They’re influenced to
purchase by social media users, models, influencers etc. and get information from social media, brand
websites, online ads etc.