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“A STUDY ON CONSUMER BEHAVIOR AND BRAND PERCEPTION
AMONG INDIAN WOMEN TOWARDS LAKME PRODUCTS IN KGF”
Project report submitted in partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION OF BENGALURU NORTH

UNIVERSITY
SUBMITTED BY
KEERTHIKA R
REG NO: MB181023
Under the guidance of
Dr.ASMA.S M.com,M.phill,ph.D.,
SRI GOKULA COLLEGE OF ARTS, SCIENCE AND MANAGEMENT STUDIES, (PG

BLOCK),
KOLAR-563102
2018-20
DECLARATION
I hereby declare that ““A STUDY ON CONSUMER BEHAVIOR AND

BRAND PERCEPTION AMONG INDIAN WOMEN TOWARDS LAKME
PRODUCTS IN KGF” is the result of the project work carried out by me under
the guidance of Dr. ASMA.S in partial fulfillment of the award of Master’s
Degree in Business Administration by Bengaluru North University.
I also declare that this project is the outcome of my own efforts and that it has not
been submitted to any other University or Institute for the award of any other
Degree or Diploma or Certificate.
Place: NAME: KEERTHIKA.R
DATE: REGISTER NUMBER: MB181023

GUIDE CERTIFICATE
This is to certify that the project report entitled “A STUDY ON CONSUMER

BEHAVIOR AND BRAND PERCEPTION AMONG INDIAN WOMEN
TOWARDS LAKME PRODUCTS IN KGF” submitted by KEERTHIKA R
Reg:MB181023 to Bengaluru north university for the award of degree MASTER

OF BUSINESS ADMINISTRATION is a record of work carried by her under the
guidance of Dr. ASMA.S
PLACE: SIGNATURE
DATE:
ACKNOWLEDGEMENT
The successful completion of any task would be incomplete without the mention of
people who made it possible, whose constant guidance and encouragement helped
our efforts, thus leading to success.
I express my sincere gratitude to Dr. NARAYANA SWAMY V, Secretary of SRI

GOKULA COLLEGE OF ARTS, SCIENCE AND MANAGEMENT STUDIES (PG
BLOCK), KOLAR, for providing us with the excellent infrastructure and as unending
encouragement that has made our project work to success.
I am extremely thankful to DR. ASMA. S. Director and professor of SRI GOKULA

COLLEGE OF ARTS, SCIENCE AND MANAGEMENT STUDIES, P.G BLOCK,
KOLAR.
I am grateful to our guide Dr.ASMA.S professor of SRI GOKULA COLLEGE OF ARTS,

SCIENCE AND MANAGEMENT (PG BLOCK), who not only helped us to understand
the various concepts and coordinate our work but also gave us timely suggestions.
I would like to extend my gratitude to entire faculty of, SRI GOKULA

COLLEGE OF ARTS, SCIENCE AND MANAGEMENT STUDIES (PG
BLOCK), for being with us and helping us out at all times and for their constant
positive support and encouragement that has helped and inspired us behind this
project. Last but not least we acknowledge the support and feedback of our parents
and friends all times.
PLACE: KEERTHIKA R
DATE: REG NO: MB181023

LIST OF CONTENTS
CHAPTER PAGE
NO CONTENT NO
1. INTRODUCTION
1.1 Introduction 1-10
1.2 Theoretical Background Of The Study

1.3 Importance Of The Study
1.4 Need Of The Study
2. METHODOLOGY: RESEARCH DESIGN
2.1 Review Of Literature 11-17
2.2 Statement Of The Problem
2.3 Scope Of The Study
2.4 Objective Of The Study
2.5 Research And Methodology:
Sampling Area
Source Of Data Collection
2.6 Tools And Data Collection
2.7 Limitation Of The Study
3. COMPANY PROFILE
3.1 History Of Lakme 18-28
3.2 Origin Of The Study
3.3 SWOT Analysis Of Lakme
3.4 Growth Of Lakme Products
4. DATA ANALYSIS AND INTERPRETATION
29-74
5. SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION
75-77
6. BIBLOGRPHY
7. ANNEXURES
LIST OF TABLES
SL NO PARTICULARS PAGE NO
1 table 4.1 showing use of 29
lakme product for cosmetics
2 table 4.2 showing when they 31
use cosmetics
3 table4.3 showing consumers 33
thought about lakme providing
quality products to its
customers
4 table 4.4 showing the main 35
reason for use of lakme
products by its consumers
5 table 4.5 showing does the 37
promotional activities of
lakme changes consumers
perception about product
6 table 4.6 showing which 39
product of lakme have been
using most often in a month
7 table 4.7 showing 41
approximately how much
consumers spend in buying of
cosmetics
8 table 4.8 showing lakme 43
product is economical in
consumers view
9 table 4.9 showing what 45
motivates consumers to buy
lakme products
10 table 4.10 showing the level of 47

satisfaction on lakme as a
brand
11 table 4.11 showing the 49
purpose for which consumers
buy lakme products
12 table 4.12 showings 51
consumers satisfaction with
the beauty service offered by
lakme
13 table 4.13 showing consumers 53
like to buy lakme products
even if its price rises by say up
to 15%
14 table 4.14 showing which 55
lakme product consumers use
regularly
15 table 4.15 showing consumers 57
suggestion towards lakme for
its product
16 table 4.16 showing is 59
consumers trust on lakme
products
17 table 4.17 showing from 61
which source consumers get to
know about lakme products
18 table 4.18 showing in which 63
cosmetic of lakme consumers
invest more money
19 table 4.19 showing any 65
problems faced by consumers
while using lakme product
20 table 4.20 showing if lakme 67
products is not available in
market then what would
consumers do
21 table 4.21 showing is 69
consumers recommend lakme
to their friends and relatives
22 table 4.22 showing 71
lakme is a leader in a
cosmetic industry
23 table 4.23 showing duration 73
and usage of lakme brand
LIST OF GRAPHS
SL NO PARTICULARS PAGE NO
1 graph 4.1 representing use of 30
lakme product for cosmetics
2 graph 4.2 representing when 32
they use cosmetics
3 Graph 4.3 representing 34
consumers thought about
lakme providing quality
products to its customers
4 graph 4.4 representing the 36
main reason for use of lakme
products by its consumers
5 graph 4.5 representing does 38
the promotional activities of
lakme changes consumers
perception about product
6 graph 4.6 representing which 40
product of lakme have been
using most often in a month
7 graph 4.7 representing 42
approximately how much
consumers spend in buying of
cosmetics
8 graph 4.8 representing lakme 44
product is economical in
consumers view
9 graph 4.9 representing what 46
motivates consumers to buy
lakme products

level of satisfaction on lakme
as a brand
purpose for which consumers
buy lakme products
consumers satisfaction with
the beauty service offered by
lakme
consumers like to buy lakme
products even if its price rises
by say up to 15%
14 graph 4.14 representing which 56
lakme product consumers use
regularly
consumers suggestion towards
lakme for its product
16 graph 4.16 representing is 60
consumers trust on lakme
products
17 graph 4.17 representing from 62
which source consumers get to
know about lakme products
18 graph 4.18 representing in 64
which cosmetic of lakme
consumers invest more money
19 graph 4.19 representing any 66
problems faced by consumers
while using lakme product
20 graph 4.20 representing if 68
lakme products is not
available in market then what
would consumers do
21 graph 4.21 representing is 70
consumers recommend lakme
to their friends and relatives
lakme is a leader in a
cosmetic industry
durartion and usage of lakme
brand
“A STUDY ON CONSUMER BEHAVIOR AND BRAND PERCEPTION AMONG
INDIAN WOMEN TOWARDS LAKME PRODUCTS IN KGF”
CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
The cosmetics and personal care industry is one of the fastest growing consumer
products sectors in India with a strong potential for foreign companies. The personal
care and cosmetics sector in India has shown continued strong growth, with
increasing shelf space in retail Within a short span of the last five-six years, the use of
cosmetics by Indian consumers has increased significantly with more and more
women and men taking greater interest in personal grooming, increasing disposable
incomes, changing life styles,. With the demand for cosmetics on the rise and the
opening of the market to foreign companies, many of the world’s popular cosmetics
brands entered the Indian market in the early and midnineties and some more have set
their sights on India. Cosmetics comprise a range of products that are used to care for
the face and body or to enhance or change the appearance of the face or body. The
products include skin care, personal care, cosmetics and fragrance. Cosmetics have at
least one of three purposes. They can be used to cleanse, such as shampoo, body wash
and face cleanser do. They can be used to replenish and protect the skin, like toners,
serum, moisturizers, and balms. Or they can be used to enhance one’s appearance,
such as makeup. People more commonly think of cosmetics as makeup, and these
products include lipstick, mascara, eye shadow, foundation, blush, highlighter,
bronzer, primer and several others.
Sri Gokula College of Arts, Science & Management Studies P.G.Block Kolar Page 1
1.2Theoretical background of the study
LAKME: this report is on the company. lakme is an Indian brand of cosmetics owned
by Unilever, Lakme started as a 100% subsidiary of Tata Oil Mils, parts of Tata
Group, it was named after the French opera Lakme at the time of its establishment,
Indian cosmetic industry was rather nascent, and there was a very small market base.
Simone Tata joined the company as director, and went on to become its chairman.
When Tata’s saw a bigger growth potential in the retail market, and greater
competition from global companies in cosmetics, they entered into a 50-50 joint
venture with Hindustan Lever Limited in 1995 to form Lakme Lever.
The carrier as family established LAKME cosmetics in 1997 and is independent, self-
financed and family owned. The family has over 40 years of manufacturing
experience in salon products. Lakme today has grown to have a wide variety of
products and services that cover all facts of beauty care, the consumer with products
to pamper her from head to toe. These include products for the lips, nails, eyes, face
and skin, and services like the Lakme Beauty Salons.
Lakme t was named after the French opera Lakme, which itself is the French form of
Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmetic
Lakme was started in 1952, famously because the then prime minister, Jawaharlal
Nehru, was concerned that Indian women were spending precious foreign exchange
on beauty products, and personally requested JRD Tata to manufacture them in India.
Simon Tata joined the company as director, and went on to become its chairman.
In 1996 Tata sold off their stakes in Lakme Lever to HLL, for 200 Crore (45 million
USS), and went on to create Trent and Westside. Even today, when most
multinational beauty products are available in India, lakme still occupies a special
place in the hearts of Indian women.
Lakme also started its new business in the beauty industry by setting up Lakme
Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110
salons all over India providing beauty services. Lakme has been ranked as 47th most
trusted brand in India by the Brand Trust Report.
The Indian skin care market is shining due to the use of safe and effective procedures,
progress in medical technology and increase in awareness. Skin care market is
categorized into hair care products, skin care products body care products, makeup,
eye, lip color, nail enamel, suns cream lotion, hair bouncers cream, moisturizers etc.
Indian skin market is on its initial stage. There is a stiff competition among the
products to get a better position in the market. Skin care products are increasing these
days these are several types of products which are available in the marketing
depending upon their function. In the world everyone wants to look like a model or
we can say that everyone wants to be younger and smarter. We can find the good face
and look in different forms such as on the cover page of magazines, on television, in
fashion shows and so on, the uses of these skin care cosmecutical products by the
consumer make them feel like models as these products enhance the beauty if the
human body.
Earlier the skin care product concept is only meant for women and hence the market
of skin care products is running since a large number of years. But now the scenario is
changing men is also becoming conscious about their looks. By seeing consciousness
in women towards their looks main skin care cosmecutical companies introduced skin
care cosmeceutical products only for women. This concept has also made a place in
the mind of female consumers and they start purchasing the cosmecutical products
which are specially made for female skin.
Indian is a huge market because of this reason the potential in the Indian skin care
market is also good because of this reason many companies enter into the Indian
market. The skin care cosmecutical market in India is a very competitive market with
companies having marketing strategies which are competing with each other. The
upper hand in the Indian market for the skin care cosmecutical companies will depend
on the innovative products the company introduces to the market. The introduction of
an innovative cosmecutical product into the Indian market is not enough for the
company to have an edge but the company has t decide the right place and the right
time for launching the cosmecutical product. For a skin care cosmecutical Product
Company the success also depends on how well the company makes its strategic
planning with the help of 4’ps (i.e. product, place, price, promotion). A well planned
structure and a good strategic planning will help a company to make its position good
in the market and also to retain that position for a longer period of time. A good
strategy also helps a company to know how to enter in that particular market and how
to face their competitors for a longer duration.
INTRODUCTION TO THE SUBJECT MATTER:
CONSUMER BEHAVIOR
Consumer behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods and services to satisfy their needs and
wants. It refers to the actions of the consumers in the marketplace and the underlying
motives for those actions marketers expert that by understanding what causes the
consumers to buy particular goods and services, they will be able to determine-which
products are needed in the marketplace, which are obsolete, and how best to preset the
goods to the consumers. The study of consumer behavior assumes that the consumers
are actors in the marketplace. The perspective of role theory assumes that consumers
play various roles in the marketplace. Starting from the information provider, from the
user to the payer and to the disposer, consumers play these roles in the decision.
Consumer behavior can be defined as the decision making process and physical
activity involved in acquiring, evaluating, using an disposing of goods and service
(consumer behavior- issues and concepts). By these definitions we can say that
buying of goods/services is not the only thing that creates attention in consumer
behavior but the process has started earlier than the goods have been acquired or
bought. In the consumer mind buying start leading to the search of alternatives among
product those can be perceived with their corns and proms. This process gives rise to
internal and external research. The next step appears to be the decision making
process step for purchasing and using of goods, then finally comes the post purchase
behavior which is equally important since it provides some clues to the companies
regarding the success of the product. Consumer behavior is a complex, dynamic,
multidimensional processes, and all marketing decisions are based on assumption
about consumer behavior.
PROCESS OF CONSUMER BEHAVIOR
The consumer behavior making process involves series of related and sequential
stages of activities. The process begins with the discovery and recognition of an
unsatisfied need or want. It becomes a drive. Consumer begins search for information.
This search gives rise to various alternatives and finally the purchase decision is
made. Then buyer evaluates the post purchase behavior to know the level of
satisfaction. The process is the post purchase behavior to know the level of
satisfaction. The process is explained below with the help of diagram
STEPS IN DECISION MAKING PROCESS:
1. NEED RECOGNITION:
When a person has an unsatisfied need, the buying process begins to satisfy the needs
may be activated by internal or external factors. The intensity of the want will indicate
the speed with which a person will move to fulfill the want.
2. INFORMATION SEARCH:
Identified needs can be satisfied only when desired product is known and also easily
available. Different products are available in the market, but consumer must know
which product or brand gives him maximum satisfaction. And the person has to
search out for relevant information of the product, brand or location.
3. EVALUATION OF ALTERNATIVES:
This is a critical stage in the process of buying. Following are important elements in
the process of alternatives evaluation.
 A product is viewed as a bundle of attributes. These attributes or features are

used for evaluating products or brands.
 Factors like company, brand image, country and distribution network and after
sales service also become critical in evaluation.
 PURCHASE DECISION:
Outcome of the evaluation develops likes and dislikes about alternative products or
brands in consumers. This attitude towards the brand influences a decision as to buy
or not to buy. Thus the prospective buyer heads towards final selection. In addition to
all the above factors, situational factors like finance options, dealer terms, falling
prices etc., are also considered.
 POST PURCHASE BEHAVIOR:
Post-purchase behavior of consumer is more important as far as marketer is

concerned. Consumer gets brand preference only when that brand lives up to his
expectation. This brand preference naturally repeats sales of marketer. A satisfied
buyer is a silent advertisement. But, if the used brand does not yield desired
satisfaction, negative feeling will occur and that will lead to the formation of negative
attitude towards brand.
PERCEPTION:
“PERCEPTION may be defined as a process by which individual organize and

interpret their sensory impression in order to give meaning to their environment. As
pointed out, a situation may be the same but the interpretation of that situation by two
individuals may be immensely different”
PROCESS OF PERCEPTION:
The perceptual process is a sequence of steps that begins with stimuli in the
environment and ends with our interpretation of those stimuli. Perceptual process is
the different stages of perception we go through. The different stages are-
 Receiving
 Selecting
 Organizing
 Interpreting
RECEIVING:
Receiving is the first and most important stage in the process of perception. It is the
initial stage in which a person collects all information and receives the information
through the senses organs. It is a physiological aspects of perception process. Stimuli
may be external to us (such as sound waves) and inside us (such as energy generation
by muscles).
SELECTING:
Selecting is the second stage in the process. Here a person doesn’t receive that data
randomly but selectively. A person selects some information out of all in accordance
with his interest on needs. The selection of data is dominated by various external and
internal factors.
 EXTERNAL: the factors that influence the perception of an individual

externally are intensity, size, contrast, movement, repetition, familiarity and
novelty.
 INTERNAL: the factors that influence the perception of an individual
internally are psychological requirements, learning, background, experience, self-
acceptance and interest.
ORGANIZING:
\Keeping things in order or say in a synchronized way is organizing. In order to make

sense of the data received, it is important to organize them.
We can organize the data by:
 Grouping them on the basis of their similarity, proximity, closure,

continuity.
 Perceptual constancy that is the tendency to stabilize perception so
that contextual change don’t affect them.
INTERPRETING:
Interpretation means that the information we have sensed and organized, is finally
given a meaning by turning it into something that can be categorized. It includes
stereotyping, halo effect etc.
BRAND:
\Brand –branding has been around for centuries as a means to distinguish the goods of
one producer from those of another. A brand is a specific term that may include a
name, sign, symbol, design or a combination of these, with an intention to identify
goods or services of a particular seller in fact, the word ‘brand’ is derived from the old
Norse word brander, which means ‘to burn’. Branding helps to develop customer
loyalty and it is advertised by sellers under their own name. A good brand develops a
corporate image. Usually customers prefer brands as they can easily differentiate the
quality.
1.2 IMPORTANCE OF THE STUDY
This study uncovers the impact, utility and effectiveness and efficiency of marketing
strategies of Lakme on the sources of cosmetic industry. A special emphasis is bid
down on Lakme countries.
The project begins with detailed information about marketing strategies and the
impact of measuring customer satisfaction in cosmetic industry. Further, it covers
topics as data collection took and research methodology used for the project. Then it
gives a complete analysis of the data collected and it is then used to reach to a
conclusion. The study took rarely 2 months to complete. The study is useful for the
better undertaking of marketing strategies towards the Lakme cosmetic industry.
For the purpose of this study, a questionnaire was designed based on different
parameters to judge Target group of the project was mainly Lakme customers.
As this study is confined to Lakme, it covers an analysis of consumer behavior,

attitude, perception, marketing strategies and satisfaction with respect to Lakme as a
BRAND in cosmetic industry.
Lakme- the classic Indian woman is expressive, confident and redefines the definition
and meaning of beauty. She not only inspires but also aspires to achieve the best.
From being the contemporary Indian beauty expert to becoming the flag bearer of the
latest makeup trends and styles that hit the runway, Lakme as a brand continues to be
innovative with its approach towards the world of makeup and beauty. Whether it is
products that are synthesized to meet every Indian woman’s requirements, or the
world- class hair, beauty and skin care services offered at Lakme Salons, we at Lakme
are proud to deliver only the finest.
 Lakme is the country’s first cosmetic brand to introduce makeup to Indian

women and takes pride in being the Indian beauty expert for over 65 years.
 It is a complete beauty brand spanning color cosmetics and skin care and
extends to beauty services through the network of Lakme 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.
This study uncovers the impact, utility and effectiveness and efficiency of marketing
strategies of Lakme on the success of cosmetic industry. A special emphasis is laid
down on Lakme cosmetics.
1.3 NEED OF THE STUDY
The main purpose of the study is to find the usage of cosmetics among Indian
women’s and find their brand perception, consumer purchasing behavior of the
Lakme product.
In accordance with particular brand Lakme. As Lakme is bond with beauty and
fashion is manifested through Lakme fashion week which is now the largest fashion
even in today’s scenario.
The main purpose of the study is to find the satisfaction level of consumer’s towards
Lakme product and to know the consumption dept and frequency of usage of Lakme
around a particular area in K.G.F and upgrading consumer through innovation to new
levels of quality and performance of the Lakme product.
CHAPTER 2
METHODOLOGY
RESEARCH DESIGN
2.1 REVIEW OF LITERATURE
SS. Bagiyalakshmi and S. Saranya (2017): In his study entitled, “a study on cosmetics
usage of girls”. The purpose of the study is to find cosmetic usage of girls and the
most popular products are colored cosmetics, of which nail polish, lipsticks and shine
are the largest number of products in the entire Indian cosmetics and toiletries market.
Popular local brands in the region include Lakme and Revlon. This study has made a
serious attempt to study the behavior of teenage girls in the use of cosmetics. A
sample of 100 girls was examined and their data collected. The sample of the study is
0selected systematically. The study uses statistical techniques such as percent analysis
and chi-square test. In addition, a study may also be conducted to identify differences
in the use of cosmetics by female students of the arts and sciences, engineering and
other professional academy students. The behavior of workers in cosmetic can also be
studied.
Syed Kazim and D.G. Kantharaj (2015): In their study entitled Impact of
Advertisements towards Customer Purchase Decision: A study with reference to
Cosmetic Products. In the last two decades, advertising has increased dramatically
change. Advertising has a major impact on customers’ purchasing decisions for
specific brands. It is generally accepted that advertising can give a product or service
special features that would otherwise be lacking. The study focuses on identifying the
impact of advertising on the behavior and attitudes of consumers, especially
cosmetics, among young people aged 15 to 24 years. to find answers to the research
problem, a descriptive search mode was used. The information was collected from
primary and secondary sources. The study was conducted in Bangalore with a sample
of 100 people, focusing on random sampling method for adolescents. The collected
data were analyzed by SPSS using various statistical techniques. The study then
showed that there is a close relationship between cosmetics advertising and the buying
decision of the customers. The result of the study would help the various stakeholders
to exercise caution.
Nischay, K. Upamannyu, S.S Bhakar (2014): In their study entitled Examine the
impact of customer satisfaction on branding and loyalty intent, directly and indirectly,
based on a hypothetical model (MP) in India, in the recent Fair for a Cosmetic Fait at
Gwalior. The measurements were standardized to make them suitable for the study.
The number of factors was identified by the exploratory factor analysis for all
variables. The current structural equation modeling was used in this study on AMOS
16. The SEM results show that there is a close relationship between customer
satisfaction and brand image. The result of SEM also shows that there is a close
relationship between the brand image and the intent to be loyal and that the
relationship between customer satisfaction and loyalty intent was considered weak.
The indirect relationship between customer satisfaction and loyalty through branding
proved to be very strong. The measure of the benefit of the brand image is the
functional, social, symbolic, experimental and aesthetic improvement. A survey was
conducted among 250 respondents. The results also showed that overall satisfaction
affects customer retention, which means marketers must focus on branding benefits to
strengthen customer loyalty.
G. Syamala (2013) “study of the products of Lakme company ltd. With references to
Pune city, Lakme is an Indian cosmetics brand from Unilever”. It began as a wholly-
owned subsidiary of Tata Oil Mills (TOMCO), part of the Tata Group, named after
the French opera, the goddess of wealth. Lakme Indian Cosmetics was grounded in
1952. The then Prime Minister Jawaharlal Nehru personally asked JRD Tata to make
it in India. Simone Tata joined the company as a director and the became president. In
1996, Tata sold its shares for 200 crore $45million to HUL. Lakme still occupies a
special place in the heart of Indian women. In this research report, customer
satisfaction with Lakme is highlighted. In addition, an attempt is made to find out who
the competitors are and which different Lakme products are used by the customers.
Mitual Deliya and Bhavesh Parma (2012) has studies the “Role of Packaging
Consumer Buying Behavior-pate District”. The aim of this article is to get the study to
point toward role on packaging in consumer buying behavior. The basic purpose of
this it is to find out how much factor behind the success of packaging. The purpose of
this research is to know the relationship between independent variable and dependent
variable. The research is based in paten District of Gujarat (India). The packaging is
the most important factor. The consumer buying behavior is depended on the
packaging and on its features. Packaging elements like packaging color. Background
image, packaging Material, font style, Design of wrapper, printed information and
innovation is takes as predictors. Due to increasing self-service and stimulator of
impulsive buying behaviorist growing increasingly. So point o sale and could be treats
as one of the most important factors influencing consumer’s purchase decision.
According to Draelos and Thaman (2006), skin care product should provide the
maintenance and treatment against the hygienic of the skin under optimal conditions
of sanitation and comfort, or attending to someone or something. Skin care products
include cleansers, facial masks, toners, moisturizers, sunscreen, tanning oils and
lotions, skin.
According to Kotler and Armstrong (2001), consumer buying refers to the buying
behavior of the individual and households who buy goods and services for personal
consumption. Consumer around the world is different in various factors such as age,
income, education level and preference which may affect the way they avail of goods
and services. This behavior then impacts how products and services are presented to
the different consumer markets. There are many components which influence
consumer behavior namely: cultural, social, personal, and psychological (kotler and
Armstrong, 2001).
Consumer behavior is the study of when, how and where people do or do not buy
products (sandhusen, Richard L; 2000). Megraw- hill (2005) define consumer buying
behavior as the behavior in the quest to satisfy needs which products and services
were acquired to satisfy these personal consumption needs. Consumer behavior
involves the psychological process that consumer go through in recognizing needs,
finding ways to solve these needs, making purchase decisions, interpret information,
make plans and implement these plans(perner L;2008) the study of consumer
behavior focuses on how individuals makes decisions to spend their available
resources on consumption related items (schiffman and Kanuk, 2000, p.5) customer
behavior is an ongoing process when individual or groups select, purchase, use or

dispose of products, services, ideas and experience to satisfy needs and
desires.(Askegaard et.al, 1999).
A1- Ashban and burney (2001) found that cosmetic buying behavior literature in
developing countries in gereal is inadequate and ambiguous. As it is know from
theory of reasoned actin and theory of planned behavior, attitudes have considerable
impact on behavior (Ravi Kumar, 2012). When examining the influence of attitude on
behavioral intention; the result indicates that attitude positively affects behavioral
intention. (Shihl Cheg, HwaHui fu, Le Thi Cam Tu, 2011). Choom, chug and
pysarhik, (2004) have argued that there is a direct causal relationship between attitude
and behavior.
The book named cosmecutical: Drugs vs. cosmetics provides the deep understanding
of the legal aspect in cosmetic industry. By going through the book we also came to
know that in different countries there are different laws which regular the cosmetic
industry. According to industry report published by Brazilian Association of the
cosmetic toiletry and fragrance industry (www.abihpec.org.br), the country is
currently ranked as the third most important market in the world for the industry, and
the number one market for perfumes and gregarines. Besides the strong domestic
market, the economic, political and recent social investment scenarios have been
favorable points, allied with high technology and qualified professionals.
Kundi J.et al (2008) stated that consumer behavior refers to the mental and emotional
process and the observable behavior of consumer during searching, purchasing and
post consumption of a product or services. Consumer behavior blends the elements
from psychology, sociology, socio psychology, anthropology and economics.
2.2 STATEMENT OF THE PROBLEM
Today the consumers are ruling the market that is why the famous author “Philip
Kotler” described the consumers as the king marketers are highly complex. To meet
this environment a firm has to be constantly innovating and understanding the latest
consumer’s need and wants. The study on consumers opinion help to know who the
consumers are, what they want, how they use them, from where they buy, when they
buy and how they react with the product it also enables to know what motivates and
induces the consumer to use a particular product.
Many brands of products are made available in the market, but consumers prefer for a
particular branded of products to purchase them. The study also helps to know various
marketing variables such as price and product features of Lakme product. To find out
the consumer satisfaction level of Lakme products. The purpose of this research is to
study the consumer behavior and perception towards cosmetics with special reference
to Lakme product.
2.3 SCOPE OF THE STUDY
The study uncovers the impact, utility and effectiveness and efficiency of marketing
strategies of Lakme on the success of cosmetics industry. A special emphasis is let
down on Lakme cosmetics.
The project begins with detailed information about marketing strategies and the
impact of measuring customer satisfaction in cosmetics industry. Further, it covers
topics as data collection tools and research methodology used for the project. Then it
gives a complete analysis of the data collected and it is then used to reach to a
conclusion. The study is useful for the better understanding of marketing strategies
toward the Lakme cosmetics industry. For the purpose of the study, a questionnaire
was designed based on different parameters to judge and understand the consumer’s
Behaviour towards Lakme cosmetics. Target group of the project was mainly Lakme
customers.
As this study is confirmed to Lakme, it covers and analysis of consumer behaviour,

attitude, perception, marketing strategies and satisfaction with respect to Lakme as a
BRAND in cosmetic industry.
2.4 OBJECTIVE OF THE STUDY
 To know people perception towards Lakme products available in the market.

 To understand the consumer behavior with reference to cosmetics.
 To understand the attitudes and perception of consumer’s towards Lakme
products
 To study the growth of the cosmetic sector in today’s scenario
 To find out the satisfaction level of consumer’s towards Lakme product.
2.5 RESEARCH AND METHODOLOGY
SAMPLING TECHNIQUES AND SIZE
In the dissertation random sampling technique is used to collect the data with 49
respondents in KGF
Sampling area:
The geographical area of the sample that lies within the KGF city radius limit
Source of data collection
Primary data
It is data information collected to original or firsthand researcher form first hand

source using methods like surveys interviews through face book, twitter, whatsapp,
email.
Secondary data
Secondary data is research data that has previously been gathered and can be accessed
by the research. The term contrast with primary data, which is data collected directly
from its source. Secondary data is collected from journals, books, magazines and
internet.
2.6 TOOLS AND DATA COLLECTION
 Open ended questioners

 Personal interview website
2.7 LIMITATION OF THE STUDY
 Geographical scope of the study was limited to a small area, which may not
represent the whole sector of the India. Size of the sample is 49 which is, of
course small in comparison to entire population,
 Due to limitation of time only few people were selected for the study. So the
sample of consumer was not enough to greater the finding of the study.
 There can be many interpretation and explanation to the data collected. This is
empirical study and the research and the research provides the explanation as
understood by the researcher only.
 The source of data for the study was primary data with the help of self-
administered questionnaire. Hence, the chances of unbiased information are less
 The data collected may not sufficient for carrying out a very in-depth analysis of
the subject matter.
 Limited time period was available for the study to be conducted which may have
hampered its effectiveness at large.
CHAPTER 3
COMPANY PROFILE
3.1 HISTORY OF LAKME
Lakme is an Indian brand of cosmetics, owned by Hindustan Unilever and run by

CEO Pushjaraj sheanai
Half a century ago, as India took her steps into freedom, Lakme, India’s first beauty
brand was born. At a time when the beauty industry in India was a nascent stage,
Lakme tapped into what would grow to be amongst the leading, high consumer
interest segments in the Indian Industry- that of skincare and cosmetic products.
Armed with a potent combination of foresight, research and constrain innovation,
Lakme has grown to be the market leader in the cosmetics industry. Lakme today has
grown to have a wide variety of products and services that cover all facets of beauty
care, and arm the consumer with products to pamper her from head to toe. These
include products for the lips, nails, eyes, face and skin, and services like the Lakme
Beauty Salons.
Lakme started as 100% subsidiary of Tata Oil Mills (TOMCO), a part of the Tata
Group, it was named after the French opera Lakme, which itself is the French form of
Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmetic
Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal
Nehru was concerned that Indian women were spending precious foreign exchange on
beauty products, and personally requested JRD Tata to manufacture them in India.
Simone Tata joined the company as director, and went on to become its chairman.
Tata Oil Mills Company (TOMCO) merged with HKK, effective from April 1, 1993.
In 1995, HLL and yet another Tata company, Lakme Limited, formed as 50:50 joint
venture to the company
Even today, when most multinational beauty products are available in India. Lakme
still occupies a special place in the hearts of Indian women,
Lakme also started its new HUL (Hindustan unilever limited) has about 110 salons all
over India providing beauty services. In 2014 Lakme has been ranked as 36th most
trusted brand in India by the brand trust report. The company is the title sponsor for
Lakme fashion week (LFW) a annual fashion event takes place in Mumbai.
In 1995, Lakme ltd (a Tata group company) and HLL formed a 50:50 venture Lakme
lever that would market and distribute Lakme’s product in 1998 Lakme sold its
brands (and the 50% it owned in the JV ) to HLL, renamed itself trend and entered a
different business (retail). Only, the years between 1995 and 2000 saw HLL wresting
with several issues with a bearing a Lakme future. A brand that has over 5 decades
talked off beauty is none other than Lakme. Launched in 1952, it offered a range of
cosmetics with nail polishes and lipsticks from the early 80’s. Lakme also understands
the importance of maintaining and accentuating a women’s natural beauty, for this it
has introduced a range of skin care products from 1987. These ranges have been
constantly innovated to bring specialized beauty care and complete the range for the
definitive women.
Chopra accepts that distribution has been the companies Achilles heel from some
time. “The supply chain has not been as robust has it should have been, but that has
been the result of our efforts to reposition and reintroduce the brand” the positioning
bit, although complex, is clear: ponds are lever’s primary skin care brand, Lakme its
aspiration color cosmetics brand, which also has a presence in skin care.
The aspiration qualification would mean Lakme would compete at what the company
terms the upper mass (premium end of the color cosmetics spectrum ( products
priced between Rs 85 and Rs250) were a sleeve of compitators, ranging from Revlon
( through Modi Revlon) to chamber, are already slugging it out.
3.2ORIGIN OF THE STUDY
Lakme is an Indian cosmetics brand which is owned by Hindustan Unilever. Having

Karenna Kapoor and Ananya Pandey as the ambassador, it ranked at number 1 among
the cosmetics brands in India. Lakme started as a 100% subsidiary of Tata Oil Mills
(TOMCO). It was named after the French opera Lakme, which itself is the French
form of Lakshmi (the goddess of wealth) who is renowned for her beauty. It was
started in 1952 famously, because then Prime Minister Jawaharlal Nehru was
concerned that Indian women were spending precious foreign exchange on beauty
products and personally requested JRD Tata to manufacture them in India. Simone
Tata joined the company as director and went on to become the chairperson. In 1996,
Tata sold off their stakes in Lakme Lever to HUL, for 200 Crore (45 million US$).
In the Brand Trust Report 2012, Lakme was ranked 104th among India’s most trusted
brands and following year it was ranked 71st on the list. In 2014, Lakme was ranked
36th among India’s most trusted brands according to the Brand Trust Report 2014.
The company is the title sponsor for Lakme Fashion Week (LFW) a bi-annual fashion
event which takes place in Mumbai.
3.3 SWOT ANALYIS OF LAKME
STRENGTH:
1. Local brand of specific relevance to India.

2. Strong R and D capability well linked with business.
3. Integrated supply chain and well spread manufacturing units.
4. Ability to deliver cost savings.
5. Access to Unilever global technology capability and sharing of best
practices from other Unilever.
WEAKNESSES:
1. Price positioning is some categories allows for low price competition.

2. Varying quality range in its products.
3. Falling quality of Lakme salons.
OPPORTUNITIES:
1. Brand growth through increased consumption depth and frequeny of

usage across all categories.
2. Upgrading consumers through innovation to new levels of quality and
performance.
3. Building brand image by collaborating with top designers in Lakme
Fashion week.
THREAD:
1. Aggressive price competition from local and multinational players.
2. Spurious counterfeit products in rural areas and small towns.
3. Non existence of brand image in long run.
LAKME PRODUCTS PROFILE:
Colors
From the spicy shades to the flattering look, Lakme offers a range of products in the
face, lips, eyes and nail segment for the beauty aficionados.
Face
Lakme daily wear soufflé, Lakme perfecting liquid foundation. Lakme Radiance
Compact, Lakme Flawless Matte complexion compact.
LIPS
lakme Enrich Lip color – perfecting Definition Lip Pencil. Stars shine
Lip gloss-Glosses in lustrous shades available in 14 shades.
EYES
From dramatic to natural look, a wide range of products are on offer to create the
perfect eyes.
1. LAKME KAJAL
2. LAKME INSTA EYELINER EYELIDS.
3. LAKME SHIMMER EYE CUB
4. NAILS
True wear Nail Enamel- Nail Enamel with Lacquer – like finish. Contains
resins and silicone with color lock technology that fives brilliant long
lasting shine.
5.SKIN
For radiant skin Lakme is there to pamper your skin with

specialized products for the diva in you.
6. CLEANSING
Strawberry Silk Splash Face Wash. Lakme Fundamental Deep Pure

Cleansing Milk
7. MOISTURIZING
1. Lakme Fundamental Peach Milk Moisturizer Skin
2. LAKME FUNDAMENTAL WINTER CARE LOTION.
SUN PROTECTION
The range comprises of locations to keep your skin healthy

and younger looking
3.4 GROWTH OF LAKME PRODUCTS
Innovations and new product launches at Hindustan Unilever Ltd’s (HUL) personal
care brand Lakmé have surged over the last few years amid soaring demand for
beauty products in India, and rising competition from foreign and home-grown
brands, such as L’Oreal-owned Maybelline, Color bar and MAC. The pace of
innovation at Lakmé, which sells colored cosmetics and skin care products, is up
nearly three times than what it was few years ago, said a top HUL executive.
“As the market has evolved, our pace of innovation has every year been more than
what it was in the past. If earlier we were doing 5-10 innovations a year, today we are
doing 30-50 innovations, or renovations, on Lakme," said Sandeep Kohli, executive
director, personal care, HUL.
As part of its initiatives to innovate, Lakmé counts the launch of the more pricey,
Lakmé Absolute Kareena Kapoor Khan collection, which features products such as a
roll-up pout-definer lip color and a crème blush in a stick format. It also launched a
mini version of its 9 to 5 mousse foundation, apart from introducing a range of natural
skincare and makeup products under the Lakmé 9 to 5 Naturals range, including aloe
gel, finishing powder and gel kajals.
India’s ₹97,000-crore beauty and personal care market is undergoing a shift,

especially with Smartphone-wielding millennial searching for latest beauty trends,
and are willing to experiment. Higher disposable incomes are also making shoppers
spend more on grooming products and services.
Lakmé, which was among the first beauty brands to be launched in India back in the
1950s, is keeping pace with these trends. Lakmé crossed the ₹1,000-crore mark in
sales in 2017-18, joining the league of brands such as Lux and Vim that have
breached the ₹1,000-crore sales mark in HUL.
In a recent earnings presentation released by the company, it noted that innovation-led
growth in its colored cosmetics portfolio had helped the turnover of such products
grow 2.3 times between FY13 and FY19. The firm said 150 stock keeping units are
being launched every year on an average.
Estimates from research firm Euro monitor suggest that Lakmé ranks No.1 in the
colored cosmetics market in India, followed by Maybelline, Elle 18 (owned by HUL),
Color bar, and Oriflamme.
Lakmé benefits not only from the vast reach of its parent, HUL, in India’s fast-
moving consumer goods market, but also from its pace of innovation and strong
celebrity endorsements that have helped build a strong consumer connect. “They want
to be everywhere and participate in whatever new trends are there in the market," said
a top executive at a beauty retail chain, requesting anonymity.
Kohli said variety-seeking Indian shoppers are demanding more goods, clearly an
outcome of the exposure to the internet. In May 2018, the brand introduced its first
ever range of natural make-up and skin products under its Lakmé 9 to 5 range in line
with the growing demand for natural ingredients.
TABLE 4.1
SHOWING USE OF LAKME PRODUCT FOR COSMETICS
SL NO OPTIONS RESPONDENTS PERCENTAGE
1 Yes 36 74%
2 No 8 16%
3 other product 5 10%
TOTAL 49 100%
SOURCE: PRIMARY DATA
ANALYSIS: From the above table it is been analyzed that, 36 respondents

responds that they use lakme product, 8 respondents responds that they do not used
lakme product and 5 of them are using other product.
GRAPH 4.1
REPRESENTING USE OF LAKME PRODUCT FOR COSMETICS
USE OF LAKME PRODUCT FOR

COSMETICS
80% 74%
70%
60%
50%
40%
30%
20% 16% PERCENTAGE
10% 10%
0%
yes
no
1
other product
2
3
INTERPRETATION: From the above data, it clearly indicates that,74% of

customers are using lakme product, 16% of consumers says no they are not using
lakme product and rest of 10% consumers says that they are using other product.
TABLE 4.2
SHOWING WHEN THEY USE COSMETICS
1 at parties and 20 41%

occasions
2 Always 7 14%
3 outside time 19 39%
4 none of the 3 6%
above
TOTAL 49 100%

responds that they use cosmetics at parties and occasion, 19 respondents responds
that they use cosmetics only when they go outside, 7 respondent responds that they
use cosmetics always, and 3 respondents responds that they does not use cosmetics
anytime.
GRAPH 4.2
REPRESENTING WHEN THEY USE COSMETICS
WHEN THEY USE COSMETICS

45%
41%
40%
39%
35%
30%
25%
20%
PERCENTAGE
15%
14%
10%
6%
5%
0%
at parties and always outside time none of the above
occasions
1 2 3 4
INTERPRETATION: From the above data it is been analyzed that, 41% of

people use cosmetic at parties and occasions, 39% of people use only when they go
outside, 14% of people use cosmetics always, and of 6% of people are no in habit of
using cosmetics anywhere.
TABLE 4.3
SHOWING CONSUMERS THOUGHT ABOUT LAKME

PROVIDING QUALITY PRODUCTS TO ITS CUSTOMERS

1 yes 23 47%
2 no 8 16%
3 not at all 18 37%
TOTAL 49 100%

responds yes that lakme provides quality products to its customers, 8 respondents
responds that no and 18 respondents are in neutral.
GRAPH 4.3
REPRESENTING CONSUMERS THOUGHT ABOUT LAKME

PROVIDING QUALITY PRODUCTS TO ITS CUSTOMER
CONSUMERS THOUGHT ABOUT LAKME

PROVIDING QUALITY PRODUCTS TO ITS
CUSTOMERS
50% 47%
45%
40%
37%
35%
30%
25%
20% 16%
15% PERCENTAGE
10%
5%
0%
yes
no
1 not at all
2
3
INTERPRETATION: From the above data. It clearly specifies that, 47% of

them says yes that lakme provide quality products to its customers, 37% of them says
that not all lakme products provide quality to its customers, 16% of them say no in
their opinion.
TABLE 4.4
SHOWING THE MAIN REASON FOR USE OF LAKME

PRODUCTS BY ITS CONSUMERS
1 Price 5 10%
2 Quality 21 43%
3 best result 6 12%
4 Brand 17 35%
TOTAL 49 100%

responds that quality is the main reason of using lakme product 17 respondents
prefer brand is good for using lakme product. 6 respondents responds that by using
lakme product it gives best result, 5 respondents responds that the price is the main
reason for using lakme product.
GRAPH 4.4
REPRESENTING THE MAIN REASON FOR USE OF LAKME

THE MAIN REASON FOR USE OF LAKME

50% 43%
40%
30% 35%
20% 10%
10% 12%
PERCENTAGE
0%
PRICE
QUALITY
1 BEST RESULT
2 BRAND
3
4
INTERPERTATION: From the above data it clearly specifies that, 43% of

customers says quality is the main reason, 35% consumer prefer brand. 12% of them
says it gives best result in using lakme product. 10% of customers says price is the
main reason for using lakme product.
TABLE 4.5
SHOWING DOES THE PROMOTIONAL ACTIVITIES OF

LAKME CHANGES CONSUMERS PERCEPTION ABOUT
PRODUCT

1 Yes 28 57%
2 No 19 38%
3 not at all 2 4%
TOTAL 49 100%
ANALYSIS: From the above table we can analyzes that, 28 respondents responds
yes the promotes activities of lakme changes their perception about the product,19
respondents responds no they do not promotes activities of lakme product,2
respondents responds not all product of lakme promotes promotional activities.
GRAPH 4.5
REPRESENTING DOES THE PROMOTIONAL ACTIVITIES OF

LAKME CHANGES CONSUMERS PERCEPTION ABOUT
PRODUCT
DOES THE PROMOTIONAL ACTIVITIES

OF LAKME CHANGES CONSUMERS
PERCEPTION ABOUT PRODUCT
57%
60%
38%
40%
20% 4% PERCENTAGE
0%
yes no not at all
1 2 3
INTERPRETATION: From the above graph we can interpret that, 57 % of

people say yes in promoting activities of lakme changes their perception of
product,38% of people says no and 4% of people says not all product of lakme
changes their activities.
TABLE 4.6
SHOWING WHICH PRODUCT OF LAKME HAVE BEEN USING

MOST OFTEN IN A MONTH

1 hair care 8 16%
products
2 body care 8 16%
products
3 skin care 15 31%
products
4 make up 18 37%
TOTAL 49 100%
ANALYSIS : From the above table we can analyzes that,8 respondents responds
they use hair care product of lakme in a month, 8 respondents responds they use body
care product,15 respondents responds they use skin care product of lakme, and 18
respondents responds they use make up product of lakme on a month.
GRAPH 4.6
REPRESENTING WHICH PRODUCT OF LAKME HAVE BEEN

USING MOST OFTEN IN A MONTH
WHICH PRODUCT OF LAKME HAVE BEEN

USING MOST OFTEN IN A MONTH
37%
40% 31%
30%
20%
16% 16%
10% PERCENTAGE
0%
hair care body care skin care make up
products products products
1 2 3 4
ANALYSIS: From the above graph we can interpret that,16% of consumers uses
hair care product,16% of consumers uses body care product ,31% of consumers uses
skin care product and rest of 34% of consumers uses makeup product in a month.
TABLE 4.7
SHOWING APPROXIMATELY HOW MUCH CONSUMERS

SPEND IN BUYING OF COSMETICS
SL NO OPTIONS RESPONDNETS PERCENTAGE

1 below 200 17 35%
2 200-400 20 41%
3 400-800 7 14%
4 800 and above 5 10%
TOTAL 49 100%
ANALYSIS: From the above table we can analyzes that,17 respondents responds
they spend below 200 in buying of cosmetics,20 respondents responds they spend
200-400 in buying of cosmetics,7 respondents responds that they spend 400-800 in
buying their cosmetics and 5 of them responds that they spend 800 and above in
buying their cosmetics.
GRAPH 4.7
REPRESENTING APPROXIMATELY HOW MUCH

CONSUMERS SPEND IN BUYING OF COSMETICS
APPROXIMATELY HOW MUCH CONSUMERS SPEND

IN BUYING OF COSMETICS
45%
41%
40% 35%
35%
30%
25%
20% 14%
15% 10% PERCENTAGE
10%
5%
0%
below 200 200-400 400-800 800 and
above
1 2 3 4
INTERPERTATION: From the above graph we can interpret that,35% of

consumers spend below200 in buying of cosmetics,41% of consumers spend 200-400
in buying of cosmetics, 14% of consumers spend 400-800 in buying of cosmetics and
rest of 10% of consumers spend 800 and above in buying their cosmetics.
TABLE 4.8
SHOWING LAKME PRODUCT IS ECONOMICAL IN

CONSUMERS VIEW

1 yes 19 39%
2 no 6 12%
3 may be 20 41%
4 not at all 4 8%
TOTAL 49 100%
ANALYSIS: From the above table we can analyze that, 19 respondents responds
yes that they find lakme cosmetic product economical, 6 respondents responds no
they do not find that lakme cosmetic product economical, 20 respondents responds
maybe it is economical, 4 respondents responds that they could not find lakme
cosmetics product economical.
GRAPH 4.8
REPRESENTING LAKME PRODUCT IS ECONOMICAL IN

CONSUMERS VIEW
LAKME PRODUCT IS ECONOMICAL IN

CONSUMERS VIEW
60%
39% 41%
40%
20% 12%
8% PERCENTAGE
0%
yes no
may be
1 not at all
2
3
4
INTERPERTATION: From,12% of consumer says no they could not find lakme

product economical, 41% of consumers says may be, 8% of them says not at all they
could find lakme cosmetic product economical.
TABLE 4.9
SHOWING WHAT MOTIVATES CONSUMERS TO BUY LAKME

PRODUCTS

1 measurable 17 34%
result
2 easily available 13 27%
3 economical 7 14%
4 trend 12 25%
TOTAL 49 100%
ANALYSIS: From the above table we can analyzes that, 17 respondents responds
that consumers buy lakme products because of its measurable result,13 respondents
responds that they buy because it is easily available, 12 respondents responds because
of its trend they buy lakme product, 7 of them feel lakme is economical.
GRAPH4.9
REPRESENTING WHAT MOTIVATES CONSUMERS TO BUY

LAKME PRODUCTS
WHAT MOTIVATES CONSUMERS TO BUY

LAKME PRODUCTS
50% 34%
27% 25%
14%
0%
measurable result
trend
easily available
economical
PERCENTAGE
1 2 3 4
INTERPERTATION: From the above graph we can interpret that, 34% of

consumers says it is motivated by measureable result, 27% of consumers says it is
easily available,14% of consumers says it is economical, and rest of 25% of consumer
says it is motivated by trend.
TABLE 4.10
SHOWING THE LEVEL OF SATISFACTION ON LAKME AS A

BRAND

1 excellent 8 16%
2 good 25 50%
3 moderate 10 20%
4 worst 7 14%
TOTAL
ANALYSIS: From the above table we can analyzed that, 8 respondents says that
the level of satisfaction on lakme is excellent, 25 respondents says it is good,10
respondents says it is moderate,7 respondents says that the level of satisfaction on
lakme as a brand is worst.
GRAPH 4.10
REPRESENTING THE LEVEL OF SATISFACTION ON LAKME

AS A BRAND
THE LEVEL OF SATISFACTION ON LAKME AS A

BRAND
50%
50%
40%
30%
20%
16% 14% PERCENTAGE
20%
10%
0%
excellent good moderate worst
1 2 3 4

respondents says lakme as a good brand, 20% of respondents says it is moderate, 16%
of respondents says it is excellent as a brand.
TABLE 4.11
SHOWING THE PURPOSE FOR WHICH CONSUMERS BUY

LAKME PRODUCTS

1 skin protection 15 30%
2 long and strong 4 8%
hair
3 glow and acne 16 32%
free skin
4 Makeup 15 30%
TOTAL
ANALYSIS: from the table it is being analyzed that 16 respondents responds that
the purpose for which they buy lakme is because of its glow and acne free skin, 15
respondents responds that they buy for skin protection,15 respondents responds they
use lakme for makeup, 4 of them responds they use lakme for long and strong hair.
GRAPH4.11
REPRESENTING THE PURPOSE FOR WHICH CONSUMERS

BUY LAKME PRODUCTS
THE PURPOSE FOR WHICH YOU BUY

LAKME PRODUCTS
50% 30% 32% 30%
8%
0%
LONG AND STRONG
MAKEUP
GLOW AND ACNE FREE
SKIN PROTECTION
PERCENTAGE
HAIR
SKIN
1 2 3 4

consumers buy lakme for glow and acne free skin, 30% of consumers buy for skin
protection, 30% of consumers buy for makeup, 8% of consumers buy for long and
strong hair.
TABLE 4.12
SHOWINGS CONSUMERS SATISFACTION WITH THE

BEAUTY SERVICE OFFERED BY LAKME

1 yes 38 78%
2 no 7 14%
3 some times 3 6%
4 not at all 1 2%
TOTAL 49 100%
ANALYSIS: from the above table, we analyzed that 38 number of respondents

responds that yes they are satisfied with lakme service, 7 respondents responds that no
they are not satisfied, 3 respondents responds that sometimes they are satisfied with
lakme, 1 of them responded that not at not satisfied with lakme service.
GRAPH 4.12
REPRESENTING CONSUMERS SATISFACTION WITH THE

BEAUTY SERVICE OFFERED BY LAKME
CONSUMERS SATISFACTION WITH THE BEAUTY

SERVICE OFFERED BY LAKME
100%
78%
80%
60%
40%
14% PERCENTAGE
20% 6% 2%
0%
yes no some times not at all
1 2 3 4
INTERPRETATION: From the above graph we can interpret that, 78% of

consumers says yes to the satisfaction they got from lakme, 14% of consumers says
no they didn’t get any satisfaction, 6% of consumers says sometimes they get
satisfaction, 2% says they are not at all satisfied with lakme .
TABLE 4.13
SHOWING CONSUMERS LIKE TO BUY LAKME PRODUCTS

EVEN IF ITS PRICE RISES BY SAY UP TO 15%

1 Yes 27 55%
2 No 19 38%
3 Maybe 3 6%
TOTAL 49 100%
ANALYSIS: from the above table we can analyze that 27 respondents responds
that yes they like to buy lakme product even if its price rises up, 19 respondents
responds that no they don’t like to buy lakme product when its price rises up, 3
respondents responds that maybe they will use lakme even if price is raised.
GRAPH 4.13
REPRESENTING CONSUMERS LIKE TO BUY LAKME

PRODUCTS EVEN IF ITS PRICE RISES BY SAY UP TO 15%
CONSUMERS LIKE TO BUY LAKME PRODUCTS

EVEN IF ITS PRICE RISES BY SAY UP TO 15%
55%
60%
40%
38%
20%
PERCENTAGE
6%
0%
yes
no
1 maybe
2
3

consumers says yes that they will buy lakme even if its price rises, 38% of consumers
says no they will not buy lakme if its prices rises, 6% of consumers maybe will use
lakme even if its price rises.
TABLE 4.14
SHOWING WHICH LAKME PRODUCT CONSUMERS USE

REGULARLY

1 insta liner 15 31%
2 nail enamel 6 12%
3 lip color 8 16%
4 make up 20 41%
TOTAL 49 100%
ANALYSIS: From the above table we can analyzed that, 20 number of respondents
responds that they use make up in lakme regularly, 15 respondents responds that they
use eye liner in lakme regularly, 8 number of respondents responds that they use lip
color in lakme, 6 of them responds they use nail enamel in lakme.
GRAPH 4.14
REPRESENTING WHICH LAKME PRODUCT CONSUMERS

USE REGULARLY
WHICH LAKME PRODUCT CONSUMERS USE

REGULARLY
50%
31% 41%
12% 16%
0%
insta liner PERCENTAGE
nail enamel
1 lip color
2 make up
3
4

consumer use lakme for makeup,31% of consumers use insta liner in lakme, 16% of
consumers use lip color in lakme, 12% of consumers use nail enamel in lakme.
TABLE 4.15
SHOWING CONSUMERS SUGGESTION TOWARDS LAKME

FOR ITS PRODUCT

1 Improvements 15 31%
2 reduction in 18 37%
price
3 easily available 12 24%
4 improve 4 8%
promotional
strategy
TOTAL 49 100%
ANALYSIS: From the above table we can interpret that, 18 respondent suggest
that there should be reduction in price, 15 respondents suggest that there should be
improvement in lakme, 12 respondents suggest that lakme is easily available, 4
respondents suggest that there is an improve in promotional strategy of lakme
GRAPH 4.15
REPRESENTING WHAT CONSUMERS SUGGEST LAKME FOR

ITS PRODUCTS
WHAT DO YOU SUGGEST LAKME FOR ITS

PRODUCTS
50% 31% 37%
24%
0% 8%
improvements
reduction in price
easily available
improve promotional
PERCENTAGE
1 strategy
2
3
4
INTERPRETATION: from the above graph we can interpret that 37% of

consumers suggest reduction in price, 31% of consumers suggest there should be
improvement in lakme, 24% of consumers suggest that lakme is easily available, 8%
of consumers suggest that there should be improvement in promotional strategy.
TABLE 4.16
SHOWING IS CONSUMERS TRUST ON LAKME PRODUCTS

1 yes 42 86%
2 no 7 14%
TOTAL 49 100
ANALYSIS: From the above table we can analyzes that,42 respondents responds
yes that they trust in lakme product,7 respondents responds that they does have trust
in lakme product.
GRAPH 4.16
REPRESENTING IS CONSUMERS TRUST ON LAKME

PRODUCTS
IS CONSUMERS TRUST ON LAKME PRODUCTS
86%
90%
80%
70%
60%
50%
40% PERCENTAGE
30% 14%
20%
10%
0%
yes no
1 2
INTERPERTATION: From the above graph we can interpret that, 86 % of

consumers prefer yes in trusting the lakme product, 14% of consumer prefer no in
trusting lakme product.
TABLE 4.17
SHOWING FROM WHICH SOURCE CONSUMERS GET TO

KNOW ABOUT LAKME PRODUCTS

1 Newspaper 7 14%
2 Internet 16 33%
3 Magazine 8 16%
4 Television 18 37%
TOTAL 49 100%
ANALYSIS: From the above table it is analyzed that,18 respondents

responds that they get to know about lakme in television, 16 respondents
knows from internet, 8 respondents knows from magazine, and 7
respondents knows from newspaper.
GRAPH 4.17
REPRESENTING FROM WHICH SOURCE CONSUMERS GET

TO KNOW ABOUT LAKME PRODUCTS
FROM WHICH SOURCE DID YOU GET TO KNOW

ABOUT LAKME PRODUCTS
40% 37%
35% 33%
30%
25%
20% 16%
15% 14% PERCENTAGE
10%
5%
0%
newspaper internet magazine television
1 2 3 4
INTERPRETATION: From the above graph we can interpret that,37% of

respondents responds that they get to know about lakme in television,33% of
respondents responds that they get to know about lakme in internet, 16% of them
knows from magazine, 14% of them knows from newspaper.
TABLE 4.18
SHOWING IN WHICH COSMETIC OF LAKME CONSUMERS

INVEST MORE MONEY

1 sun cream 18 37%
2 hair bouncers 3 6%
cream
3 moisturizers 16 33%
4 lip glosses 12 24%
TOTAL 49 100%
ANALYSIS: From the above table it is analyzed that, 18 respondents responds that
they invest more money in sun cream, 16 respondents responds that they invest more
money in moisturizers, 12 respondents responds that they invest money in lip glosses,
3 respondents responds that they invest money in hair bouncers cream.
GRAPH 4.18
REPRESENTING IN WHICH COSMETIC OF LAKME

CONSUMERS INVEST MORE MONEY
WHICH COSMETIC OF LAKME DO YOU INVEST

YOUR MONEY MORE
37%
40% 33%
35% 24%
30%
25%
20%
15% 6%
10%
5%
0% PERCENTAGE
moisturizers
lip glosses
sun cream
hair bouncers
cream
1 2 3 4

consumers invest in buying sunscreen, 33% of consumers invest in buying of
moisturizers 24% of consumers invest their money in buying of lip glosses, 6 % of
consumers invest their money in hair bouncers cream.
TABLE 4.19
SHOWING ANY PROBLEMS FACED BY CONSUMERS WHILE

USING LAKME PRODUCT

1 Yes 14 29%
2 No 28 57%
3 can’t say 7 14%
TOTAL 49 100%
ANALYSIS: From the above table it is analyzed that, 28 respondents responds that
they are not facing any problem due to usage of lakme product,14 respondents
responds that they are facing problem while using lakme, 7 respondents responds that
they are can’t say about the problems while using lakme
GRAPH 4.19
REPRESENTING ANY PROBLEMS FACED BY CONSUMERS

WHILE USING LAKME PRODUCT
ANY PROBLEMS FACED BY CONSUMERS

WHILE USING LAKME PRODUCT
57%
60%
50%
40% 29%
30%
14% PERCENTAGE
20%
10%
0%
yes no can’t say
1 2 3

consumers says that no they are not facing any problem while using lakme
product,29% of respondents responds that they are facing problem , 14% of
consumers says that they can’t say the problems they face while using lakme.
TABLE 4.20
SHOWING IF LAKME PRODUCTS IS NOT AVAILABLE IN

MARKET THEN WHAT WOULD CONSUMERS DO

1 will you buy 20 41%
some other
product
2 will wait for 22 45%
lakme to be
available at the
outlet
3 will never 7 14%
change lakme
brand
preference
TOTAL 49 100%
ANALYSIS: From the table we can analyzed that,22 respondents responds that
they will wait for lakme to be available at the outlet, 20 respondents responds that
they will buy some other product with absence of lakme, 7 respondents responds that
they will never change lakme brand preference.
GRAPH 4.20
REPRESENTING IF LAKME PRODUCTS IS NOT AVAILABLE

IN MARKET THEN WHAT WOULD CONSUMERS DO
IF LAKME PRODUCTS IS NOT AVAILABLE IN

MARKET THEN WHAT WOULD CONSUMERS DO
41% 45%
50%
40%
30% 14%
20%
10%
0% PERCENTAGE
will you buy will wait for will never
some other lakme to be change lakme
product available at the brand
outlet preference
1 2 3

consumers will wait for lakme to be available at the outlet, 41% of consumers will
buy some other product, 14% of consumers will never change lakme brand
preference.
TABLE 4.21
SHOWING IS CONSUMERS RECOMMEND LAKME TO THEIR

FRIENDS AND RELATIVES

1 Yes 36 74%
2 No 9 18%
3 can’t say 4 8%
TOTAL 49 100%
ANALYSIS: From the table it is analyzed that, 36 respondents responds yes they
will recommend lakme to their friends and family,9 respondents responds no they
will not recommend lakme product to anyone,4 respondents prefer that they can’t say
about it.
GRAPH 4.21
REPRESENTING IS CONSUMERS RECOMMEND LAKME TO

THEIR FRIENDS AND RELATIVES
WOULD YOU RECOMMEND LAKME TO YOUR

FRIENDS AND RELATIVES
74%
80%
70%
60%
50%
40%
PERCENTAGE
30% 18%
20% 8%
10%
0%
yes no can’t say
1 2 3
INTERPRETATION: From the above data, it cearly specifies that

74% of consumers says that yes they will recommend lakme to their
friends and relatives, 18% of consumers says no they will not recommend
lakme, 8% of consumers says they can’t say.
TABLE 4.22
SHOWING
LAKME IS A LEADER IN A COSMETIC INDUSTRY
1 Yes 22 44%
2 No 11 22%
3 Moderate 10 20%
4 Can’t say 6 12%
TOTAL 49 100%
ANALYSIS: From the table it is been analyzed that,22 respondents respondents

responds yes that lakme product is the leader in a cosmetic industry,11 respondents
respondents no lakme is not the leader of cosmetics industry,10 respondents
respondents responds that moderate and 6 respondent responds that they can’t say
that lakme is leader of cosmetic industry.
GRAPH 4.22
REPRESENTING LAKME IS A LEADER IN A COSMETIC

INDUSTRY
DO YOU THINK THAT LAKME IS A

LEADER IN A COSMETIC INDUSTRY
50% 44%
40%
30% 22% 20%

20% 12% PERCENTAGE
10%
0%
yes no moderate can’t say
1 2 3 4
INTERPRETATION: From the above data, 44% of peoples responds that yes
lakme is the leader in cosmetic industry, 22% of peoples responds that no lakme is not
a leader, 20% of peoples responds that there is moderate, 12% of respondents
responds that they can’t say.
TABLE 4.23
SHOWING DURARTION AND USAGE OF LAKME BRAND

1 less than one 14 29%
year
2 one years 11 22%
3 two years 11 22%
4 more than three 13 27%
years
TOTAL 49 100%
ANALYSIS: from the data it is been analyzed that, 14 respondents

responds that they are using lakme for less than one year,13 respondents
responds that they use lakme for more than three years, 11 respondents
responds that they use lakme for one year, 11 respondents responds that
for two years they are using lakme.
GRAPH 4.23
REPRESENTING DURARTION AND USAGE OF BRAND
DURARTION AND USAGE OF

BRAND
29%
30% 22% 27%
22%
20%
10%
0%
PERCENTAGE
less than
one year
one year two year
more than
1 three years
2
3
4
INTERPRETATION:
From the above data, it clearly indicates that 29% of consumers use lakme for less
than one year, 27% of consumers use lakme for more than three years, 22% of
consumers use lakme product for one year, 22% of consumers use lakme for two
years.
CHAPTER 5
FINDINGS AND SUGGESTIONS
FINDINGS
 Majority of them have said yes for the promotional activities of lakme
changes their perception about the product.
 Majority of the respondents are ready to spend in a range 200-400 in a
month for cosmetics.
 As lakme gives good result so it motivates the respondents to buy
lakme product.
 50 % of the respondents says that the satisfaction level of lakme is
good as a brand.
 It has been found that 55% of the respondents are ready to buy the
product even the price increases.
 Majority of them are using the lakme product for makeup purpose
almost 41% of them is using the product.
 37% of the consumers suggest that reduction in prices can be much
better to purchase the products.
 Majority of them are ready to invest more cost on sun cream
approximately 37% are ready to invest in lakme product.
 57% of the consumers are not facing any problem by using lakme
product.
 As per the research 45% of the consumers responds that if lakme
product is unavailable at the outlet they are ready to wait the product to
be arrived at the market outlet.
 Most the respondents have said yes to recommend the lakme products
for their friends and relatives.
 It has been found that 44% of the respondents have opted that the
lakme product can be a leader in cosmetic industry.
 It has been found that 29% of them are using the product for less than
one year
SUGGESTIONS
 The consumer can spend lesser amount towards their cosmetics or

beauty purpose
 As per the study 50% of them are satisfied towards lakme product but
the lakme company can even on left over 50% to gain success in the
market world.
 As per the survey it has been found that the product price is little bit
higher so the company can offer reasonable price to the customers.
 The study reported that most of them are using lakme product for make
up instead they can even concentrate on skincare products and
bodycare products.
 As per the survey majority of them are not facing any problem due to
usage of lakme but even still there is about 43% of consumers are
facing slight problem due to usage of lakme so the company can
concentrate on reduction of problems.
 As per the research conducted that if lakme product unavailable at the
outlet 45% of consumers are ready to wait but the lakme company
provide sufficient quantity to the outlets without any demand.
 From the survey conducted 29% of them are using the product for less
than one year so the company can maintain the goodwill and brand
image to increase the number of customer to retain in the market.
CONCLUSION
A cosmetic is implemented primarily to change or enhance skin, nails,

lips and eyes beauty. Each appearance is subject to the appeal of
cosmetics. So, from ancient times to contemporary times cosmetics were.
It is used not only women but also buy men. From cradle to grave it
becomes vital for human beings. A testimony to the significance of
cosmetic is the development of beauty industries in and around the globe.
India’s ever- increasing population significantly multiplies the use of
cosmetics. Lakme Company has in one manner or another occupied an
important position in human lives for Indians. Thus, the marketing of
cosmetics becomes competitive. This paper was conducted to analyze the
company’s strategy, revivals and results. The research study thus given
insight into consumer behaviour and consumer perception related to the
usage of Lakmé products in KGF. Naturally, a person grooming himself
or herself perceives that their level of confidence and happiness would
increase. Now a day more of men also interested to use cosmetic
products. Lakme should launch new categories of beauty products for
men. Consumer buying behaviour is the important factor to forecast the
sales of any products in a particular area. So the company should keep a
close eye on market situation,
Even though their prices are high, consumer are much satisfied while
buying the Lakmé products due to their quality and effectiveness. Thus
lakme products are playing vital role in satisfying the wants of the
consumers. The company can improve the design and look to attack more
customers
BIBILOGRAPHY
Reference
Kotler Philip, keller Lane Kevin marketing, prentice hall of India.
S.P Gupta, Business Statistis 14th edition, 2005
Business Statistics, J.K Sharma, edition 2005.
Tata Me graw- Hill Edition, Business research methods, Donald R. Cooper,

Pamela S. Schindler,
websites
www.hindubusinessline.com
www.lakmeindia.com
www.hll.com
www.economictimes.com
www.financilaexpress.com
ANNEXTURE
QUESTIONNAIRE
I am KEERTHIKA R student of Sri Gokula College of Arts, Science & Management Studies, PG Block, Kolar doing my
project on “A STUDY ON CONSUMER BEHAVIOR AND BRAND PRECEPTION AMONG INDIAN
WOMEN TOWARDS LAKME PRODUCTS”
Please spare a few minutes to answer the following questionnaire your answer will go a long way in understanding problems and
issues faced by working women in general, Indian women in particular. All data will be treated as highly confidential and will
not be used for any purpose other than research study to find out solutions on a common platform.
THANK YOU FOR YOUR PARTICIPATION
NAME
AGE QUALIFICATION WORK EXPERIENCE
PROFESSION MARITAL STATUS
1. do you use lakme product for cosmetics?
A yes B no
C other product
2. WHEN DO YOU USE COSMETICS?
A at parties and occasions B always
C outside time D none of the above
3. DO YOU THINK LAKME PROVIDES QUALITY PRODUCTS TO ITS

CUSTOMERS?
A yes B no
C not at all
4. WHAT IS THE MAIN REASON FOR YOUR USE OF LAKME
PRODUCTS?
A price B quality
C best result D brand
5. DOES THE PROMOTIONAL ACTIVITIES OF LAKME CHANGES YOUR

PERCEPTION ABOUT PRODUCT?
A yes B no
C not at all
6. WHICH PRODUCT OF LAKME ARE YOU BEEN USING MOST OFTEN IN

A MONTH?
A hair care products B body care products
C skin care products D make up
7. APPROXIMATELY HOW MUCH DO YOU SPEND IN BUYING OF

COSMETICS?
A below 200 B 200-400
C 400-800 D 800 and above
8. DO YOU FIND LAKME COSMETIC PRODUCT ECONOMICAL?
A yes B no
C maybe D not at all

9. WHAT MOTIVATES YOU TO BUY LAKME PRODUCTS?
A measurable result B easily available
C economical D trend
10. WHAT IS THE YOUR LEVEL OF SATISFACTION ON LAKME AS A

BRAND?
A excellent B good
C moderate D worst
11. WHAT IS THE PURPOSE FOR WHICH YOU BUY LAKME PRODUCTS?
A skin protection B long and strong hair
C glow and acne free skin D makeup
12. ARE YOU SATISFIED WITH THE BEAUTY SERVICE OFFERED BY

LAKME?
A yes B no
C sometimes D not at all
13. WOULD YOU LIKE TO CONTINUE TO BUY LAKME PRODUCTS EVEN

IF ITS PRICE RISES BY SAY UP TO 15%?
A yes B no
C maybe
14. FOR WHICH PURPOSE YOU USE LAKME PRODUCTS?
A Insta liner B nail enamel
C lip color D makeup
15. WHAT DO YOU SUGGEST LAKME FOR ITS PRODUCTS?
A improvements B reduction in price
C easily available D improve promotional strategy
16. DO YOU TRUST ON LAKME PRODUCTS?
A yes B no
17 FROM WHICH SOURCE DID YOU GET TO KNOW ABOUT LAKME

PRODUCTS?
A newspaper B internet
C magazine D television
18. IN WHICH COSMETIC OF LAKME DO YOU INVEST YOUR MONEY

MORE?
A sun cream B hair bouncers cream
C moisturizers D lip glosses
19. DO YOU FIND ANY PROBLEMS YOU FACED WHILE USING LAKME
PRODUCT?
A yes B no
C can’t say
20 . IF LAKME PRODUCTS IS NOT AVAILABLE THEN WHAT WOULD
YOU DO?
A will you buy some other product
B will wait for lakme to be available at the outlet
C will never change lakme brand preference
21. WOULD YOU RECOMMEND LAKME TO YOUR FRIENDS AND

RELATIVES?
A yes B no
C can’t say
22. DO YOU THINK THAT LAKME IS A LEADER IN A COSMETIC

INDUSTRY?
A yes B no
C moderate D can’t say
23. FOR HOW LONG HAVE YOU BEEN USING THE LAKME BRAND?
A less than one year B one year
C two years D more than three years

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“A STUDY ON CONSUMER BEHAVIOR AND BRAND PERCEPTION

AMONG INDIAN WOMEN TOWARDS LAKME PRODUCTS IN KGF”

MASTER OF BUSINESS ADMINISTRATION OF BENGALURU NORTH

SRI GOKULA COLLEGE OF ARTS, SCIENCE AND MANAGEMENT STUDIES, (PG

I hereby declare that ““A STUDY ON CONSUMER BEHAVIOR AND

Place: NAME: KEERTHIKA.R

DATE: REGISTER NUMBER: MB181023

This is to certify that the project report entitled “A STUDY ON CONSUMER

Reg:MB181023 to Bengaluru north university for the award of degree MASTER

I express my sincere gratitude to Dr. NARAYANA SWAMY V, Secretary of SRI

I am extremely thankful to DR. ASMA. S. Director and professor of SRI GOKULA

I am grateful to our guide Dr.ASMA.S professor of SRI GOKULA COLLEGE OF ARTS,

I would like to extend my gratitude to entire faculty of, SRI GOKULA

DATE: REG NO: MB181023

1.2 Theoretical Background Of The Study

10 table 4.10 showing the level of 47

10 graph 4.10 representing the 48

1.2Theoretical background of the study

INTRODUCTION TO THE SUBJECT MATTER:

Consumer behavior is the study of how individual customers, groups or organizations

PROCESS OF CONSUMER BEHAVIOR

STEPS IN DECISION MAKING PROCESS:

 A product is viewed as a bundle of attributes. These attributes or features are

 POST PURCHASE BEHAVIOR:

Post-purchase behavior of consumer is more important as far as marketer is

“PERCEPTION may be defined as a process by which individual organize and

 EXTERNAL: the factors that influence the perception of an individual

\Keeping things in order or say in a synchronized way is organizing. In order to make

We can organize the data by:

 Grouping them on the basis of their similarity, proximity, closure,

1.2 IMPORTANCE OF THE STUDY

As this study is confined to Lakme, it covers an analysis of consumer behavior,

 Lakme is the country’s first cosmetic brand to introduce makeup to Indian

1.3 NEED OF THE STUDY

2.1 REVIEW OF LITERATURE

behavior is an ongoing process when individual or groups select, purchase, use or

2.2 STATEMENT OF THE PROBLEM

2.3 SCOPE OF THE STUDY

As this study is confirmed to Lakme, it covers and analysis of consumer behaviour,

2.4 OBJECTIVE OF THE STUDY

 To know people perception towards Lakme products available in the market.

2.5 RESEARCH AND METHODOLOGY

SAMPLING TECHNIQUES AND SIZE

Source of data collection

It is data information collected to original or firsthand researcher form first hand

2.6 TOOLS AND DATA COLLECTION

 Open ended questioners

2.7 LIMITATION OF THE STUDY

3.1 HISTORY OF LAKME

Lakme is an Indian brand of cosmetics, owned by Hindustan Unilever and run by

3.2ORIGIN OF THE STUDY

Lakme is an Indian cosmetics brand which is owned by Hindustan Unilever. Having

3.3 SWOT ANALYIS OF LAKME

1. Local brand of specific relevance to India.

1. Price positioning is some categories allows for low price competition.

1. Brand growth through increased consumption depth and frequeny of

1. Aggressive price competition from local and multinational players.

2. Spurious counterfeit products in rural areas and small towns.