SOWJANYA Research Report

A STUDY ON THE BEHAVIOUR OF FEMALE CONSUMERS
TOWARDS PURCHASE OF THE COSMETICS
Master Thesis Research Report submitted in partial fulfilment of the award of

degreeof Masters in Business Administration
BY
ERAGAM JEEVANA SOWJANYA
USN: 20MBAR0527
Under the Guidance of
DR .VIJAYA LAKSHMI MAM
Associate Professor, CMS Business School
No.17, Seshadri Rd, Gandhi Nagar, Bengaluru, Karnataka
560009Phone: 080 4684 0400
2020-2022
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A STUDY ON THE BEHAVIOUR OF FEMALE CONSUMERS TOWARDS PURCHASE OF THE COSMETICS
A STUDY ON THE BEHAVIOUR OF FEMALE
CONSUMERS TOWARDS PURCHASE OF COSMETICS

CMS BUSINESS SCHOOL, JAIN (DEEMED TO BE)
UNIVERSITY
2
CERTIFICATE
This is to certify that this Research Project submitted to CMS Business School,
Jain (Deemed-to-be University), Bangalore, by ERAGAM JEEVANA
SOWJANYA USN. No. 20MBAR0527 is a record of research done on the topic
“A STUDY ON BEHAVIOUR OF FEMALE CONSUMERS TOWARDS
PURCHASE OF COSMETICS”. This work was done by her during the
academic year 2020, under my guidance and supervision in partial fulfillment of
the requirements forthe award of Master in Business Administration (MBA).
This research report has not been submitted for the award of any Degree,
Diploma, Associateship or Fellowship or any other title in this University or any
other University.
Place: Bangalore Dr.
Date: Professor
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DECLARATION
I hereby declare that this Research Project Report on A study on behaviour

of female consumers toward purchase of cosmetics pandemic is prepared
by me during the academic year 2020-22 under the guidance of Dr. Vijaya
Lakshmi mam, Associate professor CMS Business School Jain (deemed-to-
be) University, Bangalore is an independent work.
This report is not based on any previously submitted project for the
award of any Degree or Diploma offered by any University. It is the
result of my ownEffort.
Eragam jeevana sowjanya
USN: 20MBAR0527
Sec: MHR
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ACKNOWLEDGEMENT
I wish to take this opportunity to express my gratitude to each one who

helped me in the completion of the work.
I am very glad to express my gratitude to Dr. HAROLD PATRICK, Dean,

Center for Management Studies (CMS) Business School, Jain University,
for giving me this opportunity.
I would like to extend my gratitude to my internal guide Dr.Shruti D Naik

Associate professor, Centre For Management Studies (CMS), Jain (deemed
to be) University, for her valuable advice, suggestions, and encouragement
throughout the course of the work.I am also thankful to all the respondents
in the company who have extended their cooperation in providing me with
the necessary data for completing this study on time.

20MBAR0527
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ABSTRACT:
The Objective of this research paper is to study female consumer buying behaviour towards
cosmetic products. This research is conducted in Bangalore city and a Questionnaire method ,and
for hypothesis Chi square method was used to collect the data from 450 respondents. Beauty sector
is an integral part of the nation's economy with its huge potential. The cosmetic industry is one of
the largest consumer sectors in the country. The purchasing power and disposable incomes of the
Indian consumer have considerably increased and it has created a niche for leading organizations in
this segment in the last decade, resulting in phenomenal growth in this sector. The study reveals that
different factors have significant influence on buying behavior. This study also contributes to the
knowledge of how cosmetic companies will be able to understand buying habits of the consumer
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TABLE OF CONTENTS
CHAPTER 1 : INTRODUCTION AND REVIEW OF LITERATURE 8

INTRODUCTION 9
1.1 RATIONALE FOR THE STUDY AND MOTIVATION 10-11
1.2 STATEMENT OF THE RESEARCH PROBLEM 11-12
1.3 REVIEW OF LITERATURE 12-25
1.4 IDENTIFICATION OF RESEARCH GAP 25
CHAPTER 2 : RESEARCH METHODOLOGY 27
2.1 SCOPE OF THE STUDY 28
2.2 RESEARCH OBJECTIVES 28
2.3 FRAMING OF RESEARCH HYPOTHESIS 28
2.4 RESEARCH DESIGN 29-30
2.5 METHOD FOR DATA COLLECTION 30
CHAPTER 3 : DATA ANALYSIS AND INTERPRETATION 31
3.1 TECHNIQUES FOR DATA ANALYSIS 32-60
3.2 HYPOTHESIS TESTING AND METHODOLOGY 61-81
3.3 DATA INTERPRETATION 82
CHAPTER 4 : FINDING AND RECOMMENDATION 83
4.1 RESEARCH OUTCOME AND FINDING 84-85
4.2 RECOMMENDATION 85-86
4.3 LIMITATIONS OF THE STUDY 86
4.4 CONCLUSION 86
4.5 SCOPE FOR FUTURE RESEARCH 87
BIBLIOGRAPHY 88
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CHAPTER 1
INTRODUCTION AND LITERATURE REVIEW
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INTRODUCTION
The past of cosmetics has undergone major changes over the past few decades. The global
cosmetics market was worth $ 460 billion in 2014 and is projected to reach 675 billion USD by
2020, growing at a rate of 6.4%. The Beauty Industry has grown by 4.5 percent per year on average
with an annual growth rate ranging from 3 percent to 5 percent. During the 19th century, France
introduced a chemical process to replace the odor produced by natural methods. During the 20th
century, the use of cosmetics became increasingly common in the United States and Europe. The
modern era of the cosmetics business began in 1950, but the industry had shown only significant
growth in 1980 with annual sales of $ 20 million. In the late 90s, the global cosmetics market
passed slowly. In 1998, sales of global cosmetics and baths raised $ 166.2 billion down from
171.5 billion in 1997.2 The 20th century was remembered as the happiest time in the history of
cosmetics. It was not until the mid-20th century that the popularity of the cosmetics industry
intensified. Cosmetics were first popularly sold in the early 20th century. By the middle of the 20th
century, cosmetics were widely used by women in almost every industrial community around the
world. In the 21st century, the cosmetics industry not only focused on women but also provided an
opportunity for men of the municipality to improve their facial features. Today, the global
cosmetics industry faces a great need and challenges in providing a guaranteed quality of cosmetic
products. With the advancement of technology, global trade, and increased purchasing power,
consumers in recent years have become increasingly aware of cleanliness and beauty, which is one
of the main reasons for the rapid development of the cosmetics industry. Cosmetics are widely used
to beautify and protect the skin and body.
India's cosmetics industry has been experiencing rapid growth since the 1991 Economic Recovery.
Throughout the first decade of the 21st century, sales of cosmetics and cosmetics grew steadily to
4.5% (CAGR) in the first half and 4.4 Percent (CAGR) in the next half.5 The beauty industry was
affected in 2009 and rediscovered in 2010 due to global economic development. The cosmetics
industry is now a multibillion-dollar industry. India is the second largest exporter of hot cosmetics
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on the world market after China. The Indian cosmetics industry has seen rapid growth over the past
few decades as Indian competitors begin to produce products to meet the growing needs of both the
Indian and international markets. Many world-famous cosmetic products entered the Indian market
in the 1990s in order to meet the strong demand for cosmetic products in India. The Indian
cosmetics industry has seen strong growth in recent years with growing concern among men and
women. Consumer purchasing power and fashion awareness of consumers were considered a key
factor in the cosmetics industry. In India, the cosmetics market is projected to remain at a growth
rate of 15-20 percent in the coming years. It is strongly influenced by the movie industry and
theater stars. The Indian cosmetics industry is catered to the growing demand for cosmetic products
in all sectors such as the urban sprawl, the poorest millionaires, and even newborns among the
elderly. It can be noted that the Indian cosmetics industry is entering an active phase in terms of
product development and marketing. Looking at the huge opportunities in the cosmetics market,
cosmetic companies are spending a lot of money and time exploring the various aspects of the
people and minds of the Indian people.
Bangalore is one of the most developed cities in the country. Market exposure, acceptance and
proximity to modern services have led to a change in consumer preferences and preferences. The
densely populated city has undergone unexpected changes in social and economic conditions. This
has led to the entry of women into various fields of work and their desire to look good and
attractive has given rise to activism in the cosmetics industry.
Many other cosmetics companies are located in Bangalore. The literacy rate in Bangalore is 88.6%.
Advanced literacy has led to a rapid growth of employment among women which has led to an
increase in demand for cosmetic products.
1.1 RATIONALE FOR MOTIVATION:
Consumer behavior is an important part of human behavior and an important part of global
advertising activities. Research on the behavior of female consumers in the purchase of cosmetics
seems appropriate from the point of view of the manufacturers of selected cosmetics products,
retailers, consumers and the good. The study asks about the main reasons for the purchase of
cosmetic products. Since all commercial activities are now being monitored by consumers, studying
consumer behavior is more than just the process of acquiring cosmetic products or the use of
products. Current research is based on the deep principles, attitudes, perception, mindset, culture,
socio-economic characteristics and personality of female consumers. In a highly developed and
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technologically advanced society, the study of consumer behaviour is appropriate as consumers
have a wide range of choices and options to decide on the type of products purchased. Similarly,
there are differences between consumers, manufacturers, retailers, retailers, people and their
psychological behaviour. The sense of psychological and socio-economic factors in consumers
'minds enables retailers to predict consumers' desire for new products, the price to be charged, the
type of advertising campaign needed and their needs and wants.
The Indian consumer psyche is complex as there is regional variability and automatic behavioral
change. The act of buying is influenced by a number of factors and the type of products offered by
the manufacturers as there is a change from the traditional role of housewife or homemaker to
various fields of work. The expansion of the service sector is followed by a rapid increase in the
number of women entering the workforce has led to an improvement in the purchasing power of the
female community compared to a few decades ago. Women have become financially independent
and are led to a change in behaviour. In the current context, changing lifestyles, disposable income,
increasing advertising, rising status, migration, high demand, high consumer preferences and
advertising have led to a change in women's behavior in buying and using cosmetics. The increase
in the number of women joining workers over the past decade has increased the purchasing power
of the women's community. As a result, women are beginning to invest more in their appearance
and appearance. The idea of beauty has changed from just a beautiful face to a beautiful body, hair
and a clever mind. It is on this domain that research on the behaviour of female consumers in the
purchase and use of cosmetics. Therefore, the study seeks to provide a source of knowledge of the
different types of cosmetics and suppliers available in Bangalore. The study also aims to provide
insight into the appearance and behaviour of women when making a purchase decision.
This motivated me to research more about the consumer behaviour of females towards purchase of
cosmetics
1.2 STATEMENT OF THE RESEARCH PROBLEM
Consumer ethics research is becoming more and more important in the organization. Consumer
behaviour may directly affect the manufacturer's marketing strategy. A company can meet its needs
only if it has a good understanding of its customers. Consumer behavioural recognition is the key to
marketing success. The study also attempts to understand the behaviour of women and the
marketing mix of providers. The marketing power of any product is based on consumer buying
behaviour. Women's behaviour and marketing power are as important in the minds of producers,
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advertisers, government institutions and academics as major changes are taking place in fashion,
lifestyle, lifestyle and literacy. The innovation of technology has brought about a change in the
ocean of consumer minds. In this context the desire of women consumers to remain beautiful and
attractive seems to be paramount, as every woman desire to be praised and commended. It is
believed that the use of cosmetics helps to build self-esteem at home, in the workplace and
promotes a sense of well-being for women. Cosmetics are the most important thing in every
woman's daily life. Studies show that more than 60 percent of people are very concerned about their
beauty and the cosmetic products they buy. Cosmetic products are used by most people and have
become a part of their lives. Current research seeks to examine the various reasons for the purchase
of cosmetics, the special consumer purchasing practices of selected cosmetic manufacturers, the
reasons for the use of cosmetics and their level of satisfaction in the use of cosmetics.
1.3 REVIEW OF LITERATURE
The history of cosmetics began in the early years of the 20th century. The growth of the Indian
cosmetics industry has increased the awareness of the Indian people about their appearance and
increased the demand for cosmetic products. So modern women firmly believe that it is a very
important issue and size to look beautiful, attractive.
This chapter seeks to provide a comprehensive view of the various aspects and opinions of authors
and researchers from research conducted at national and international levels on consumer behaviour
towards cosmetics and to understand that a gap existed in available literature. This review focuses
on the social and economic impact on purchasing behaviour, the use of cosmetics users, the reasons
for cosmetic use, and consumer satisfaction. The text review is divided into six sections.
 Study on women's behaviour and attitudes in the purchase and use of cosmetics.
 Research related to the reasons for the purchase and use of cosmetics.
 Research related to consumer behaviour analysis on marketing and marketing factors and
factors involved in the purchase and use of cosmetics.
 Research related to the satisfaction of consumers of cosmetic products.
 Research related to factors influencing the purchase of cosmetic products.
 Research into influential socio-economic factors
 Study on the behaviour and attitude of women in the purchase and use of cosmetics.
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It is common for everyone before making a decision to buy a product, gather information
about the specific features of the product they are buying. A review of the available studies
on women's behaviour and attitudes in the purchase and use of cosmetics is provided
below:
 Rennick (1957) in the question of working women and the use of cosmetics found that
employed people are financially stable and aware of their appearance. He also added that
consumers can buy cosmetic products according to their desire.
 Berelson and GA Steiner (1964) in his analysis of consumer behavior find that human
behavior is complex, varied, inexplicably stimulated and difficult to integrate and predict
human action, thoughts and feelings.
 Philip Kotler (1965) suggested that all models to date developed by different scientists
should be used in an integrated manner in order to be read and understood by the general
consumer. In his view the purchase pattern is influenced by price, quality, availability,
style, option and image depending on the product, different variables and performance. He
found that everything took on a different value in influencing the purchasing process
decision.
 Mahajan (1980) analyzes in his study about the diversity of consumer behavior in India.
The author points out that consumer behavior is very different between rural and urban
areas. He also added that in North India and Central India, the distribution of food
quantities exists and is similarly reflected in consumer spending.
Cobb and Hoyer (1986) described pulse purchases as unplanned purchases and argued that
infatuation occurs when the consumer feels there is a compelling reason, leading to the
purchase of cosmeticsproducts. It has also been suggested that the lifestyle of shopping and
the thought of buying without thinking are closely related. Purchasing style is defined as the
behavior that the consumer expresses personal information and opinion about the product.
 Shaiesh Limbard (1987) surveyed women who buy morals related to cosmetics in the Surat
region. The aim was to identify the various barriers that women consider important in
purchasing. Research has found that women are more likely to use cosmetics in fashion and
health. Beauticians were the most effective source of product awareness and medical stores
were the most trusted distribution channel. It is not the reliability of the product that is
considered in the purchase of cosmetics but the quality, price and location play a very
important role.
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Thomas Guinn Ronald and J J Faber (1989) 7 in their study of consumer behavior and price
perception, found that 50 percent of a consumer can identify the best type of product in the
market and realize that product purchases are based on price and marketing strategies of the
company.
 . Verma and Munjal (2003) in their study of consumer behavior identified that the main
factors in product decision making were quality, price, availability, packaging and
marketing. It is also said that product loyalty is a work ethic and customer perception
pattern while other personal characteristics such as gender and marital status are not closely
related to these behaviors and the consumer perception pattern.
 Nash, R Field man (2006) in his study on the “behavior of four Caucasian women”
included two women and were given a picture of women’s faces either with or without
makeup. The results of the study showed that women who wore makeup were seen to be
healthier and more confident, than those who did not. Women wearing makeup are
rewarded with extra money and respectable jobs.
 Blanchin Audry (2007) in her study on consumer behavior in the men's cosmetics market
stated that cosmetics are considered to be health and hygiene products and not just a beauty
tool. It shows that the most important factors influence
when purchasing a product are: Price, Brand, and Packaging. Research also shows that
women's self-esteem has improved, leading to the perception that independence is a key
issue when it comes to cosmetics.
 Vineeth Kumar Nair and Prakash R (2007) have made an effort to study the pattern of
purchasing cosmetics from Kerala consumers. Quality was found to be a major factor
influencing the purchasing power of male consumers. They often buy cosmetics at the same
store in their time. Female cosmetics buyers prefer to buy cosmetics individually and a
source of information for friends. Women buy items from different stores rather than one
store. The male consumer decides to buy his own brand, according to their preferences and
needs.
 Bhawna Gosh (2007) in his study tried to look at how a rural consumer acquires
information about the various products and the pattern of its use. Research has found that
among the factors that affect hair love, Fragrance is ranked first followed by attractive
packaging, smaller packaging and lower price. Television commercials have had a
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profound effect on consumers' minds. It was also reported that 28% of respondents use hair
oil to create fragrance.
 Bijal Zaveri (2007) examined consumer behavior in relation to Lakme product in the
cosmetics industry. The research is related to the Lakme brand, its competitive position, the
effectiveness of the ad and the awareness of the Lakme beauty salon in the city of Baroda.
The objectives of the study were to identify the impact of a cosmetic ad, a picture of a
customer product, the impact of print media, a wide range of media and a customer
purchase pattern. Studies have shown that women respondents are more attracted to adverts
 Jafarulla (2008) 14 has studied consumer behavior in purchasing a cosmetic decision
specifically targeting female college students at Nagappattanam. The main purpose of the
study was to identify the factors that attracted them to buy products and then decide to buy
while buying the product. The three factors that made them discover the product were
cultural, social as well as psychological aspects. Public acceptance was a major factor in the
use of cosmetics in the lower class.
 Muhammed Ali Tirmiji, Kashif, Rehman and M Iqbal (2009) 15 in their study examined
the relationship between independent variables such as consumer consumer lifestyle,
fashion engagement, pre- and past consumer decision-making behaviors in terms of
attitudes and conduct. rush shopping behavior. The study clearly shows that there was a
weekly relationship between consumer lifestyle, fashion engagement and the decision-
making phase of consumer shopping behavior with non-consumer shopping behavior.
 Neeraj Kaushick and Deepak Gupta (2009) in their study of consumer purchasing pattern
south of Hariyana, found that Price and Product Quality had a significant impact on the
purchase of cosmetics.
 Tui-Chiang Wan Chei (2010) researched a topic on the behavior of female consumers in the
cosmetics market in Hsinchu Area of Taiwan. The author classified women as active
buyers, traditional buyers, enthusiastic buyers, careful buyers and found that consumers are
different in their lifestyle, in terms of feature, effect and values. This study revealed that
there are significant differences between consumers and behaviors that are evident in
purchasing products.
 Chaing Chen Yue (2010) in her study on female consumer behavior in the cosmetics
market found that a rapidly changing social environment such as women’s transformation,
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equal rights were significantly affected by women consumers ’behavior and improved their
social status.
 Kamolwan Tovikkai WI Watchai Jirawahananukool (2010) 19 conducted a research study
on young Thai women and consumer behavior in purchasing a luxury fashion product. The
main objective was to identify the most effective strategies to be used in market entry. It
was found that the behavior of women in Thai is strongly influenced by the trade and trade
channel of the world.
 MU Subramanian (2011) attempted to analyze women’s buying behavior by considering
their statistical profile such as age, marital status, occupation and occupation. It was found
that there was no relationship between the ages, the marital status in their purchasing
behavior. Buyer adheres to quality. The study also revealed that in terms of price, women
were more selective in the product they were buying. This major change in their behavior
was due to the first reason that women are now employed and have their own money to
spend.
 Hamza Salim Khram (2011) in his study on the impact of product reliability on female
consumer cosmetics said the reliability of the product is important for the organization to
ensure that the product is kept in the minds of consumers and that consumers avoid
switching to consumers. other species. Research has shown that six aspects of product
reliability such as brand name, product availability, price, promotional service.
 Isakokoi (2011) in his study found similarities and differences in small and medium-sized
consumer behavior. The majority of women consider the availability of facial products as
one of the determining factors in product selection. The purpose of the study was to identify
the type of factors and attitudes that affect the buying behavior. It has been suggested that
natural ingredients in facial skin care products affect consumer behavior.
 Hema Patil, B Bakkappa (2012) in the article The impact of culture on consumer behavior
focuses on the impact of culture on consumers. Research has shown that consumers are
influenced by the different cultures of different countries. It was also found that a small
consumer culture influenced the choice and took a minority in the culture of the state and
religion they belong to.
 Junaid Abdhulla Bin and Reshma Nasreen (2012) in their research article analyzed the
pattern of use of cosmetic products among young men.in Delhi. Studies have shown that
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the purpose of using a skin care product is not affected by age. The location of the skin care
product has no value on a person's income.
 Mesh Maiya and Mavy Miranda in their study on consumer behavior regarding cosmetics,
found that modern women have a strong desire and desire to enhance their beauty. Two
things everyone focused on were quality and value. It also says consumers are aware of the
amount of money they spend.
 Joshoshi Rajiv P (2013) of Bhavnagar University conducted a study on the impact of Point
of Purchase advertising on women's behavior in the cosmetics industry. The purpose of the
study was to determine the effect of POP advertising on the purchase of women's morality.
It has been found that consumers transmit consumer advertising and influence consumer
behavior. POP had some limitations as it did not contribute to product change. He
suggested that advertisers should pay close attention to the development of an effective
POP Program.
 Rajul Dutt (2013) in his paper “A study comparing the cultural behavior of female
consumers with regard to the purchase of cosmetics in the United States and India”,
attempted to explain how consumer behavior is influenced by human culture in India. She
also tried to find important aspects of the culture involved in making a decision about
cosmetics purchased by women. Research has shown that their community, culture and
traditions play a major role in purchasing cosmetic products.
 Patil Sheetal Jitendra (2014) conducted a study on consumer purchasing behavior
regarding cosmetics especially for women in Pune. The purpose of the Study was to
determine the impact of the overall store service, the scope of purchasing behavior, to know
that statistical differences have significant differences in visual service, scope, and size. It
was stated that the average cost of personal care was 500-1000. Advertising, friends, word
of mouth, store details and demographics can help create the right fitstrategies. These
findings have contributed to the understanding of the emerging retail market in India.
 Yuvaraj (2014) analyzed the consumer purchasing process and factors considered in the
decision-making process while purchasing cosmetic products. Research has shown that the
most popular and most popular type of lip balm is Lakme followed by Revlon and Elite. In
the case of nail care product Lakme is the most preferred brand and the most popular type
followed by Revlon and Elite. In terms of design, the mot brands were Lakme, Revlon and
Elite.
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 Kisan Shivajiroa Desai (2014) attempted to study how consumers buy cosmetic products in
the Indian subcontinent. Research has shown that a variety of factors such as price, quality,
product image and ingredients have had a significant impact on purchasing behavior. The
study also contributed to the knowledge of how the cosmetics company will be able to
understand consumer buying habits. It was found that Working respondents were found to
be more conscious of their appearance.
 Shahina Pervin (2015) in the study attempted to explain how consumer behavior is
influenced by cultural aspects of Bangladesh. It was a comparative study of the anti-female
behavior culture of female consumers regarding the purchase of cosmetics by women in the
UK and Bangladesh. In the ABC model, it was stated, the culture asserts the individual and
may serve as a catalyst for a conservative diet.
 P Raja, S Kavitha (2015) in their article, Preferences and Behaviors of Home Consumers
for Cosmetic Products found that 61 percent of rural consumers buy and use cosmetics and
39 percent do not use cosmetics. But research has shown that women use cosmetics to
enhance their natural beauty to build self-esteem.
 Krishnaveni, Priyagai (2016) in their study on the special purchase of a cosmetic pattern in
the southern part of Tamilnadu, developed the goal of tracking the emergence and
development of cosmetics and focused on the changes in cosmetic distribution of cosmetics
south of Tamilnadu. Studies show that all the descriptive parts of the human body are
attractive.
 Anandrajan & Sivagami (2016) in their study on consumer purchasing decisions towards
the cosmetics market, found that the consumer uses both chemicals and Ayurvedic cosmetic
products to make them attractive. They also say consumers get information about cosmetic
products through televisions and stores. The most important factors considered in the
purchase of products were the quality of the product. The study also revealed the frequency
of product purchases and said that 61 percent of consumers buy cosmetic products once a
month.
 Shaktivel Murugan (2016) in his study on “Factors Affecting Post-Purchase Behavior of
Personal Care Products in Chennai City” found that women are more likely to be
emotionally involved with personal care products. The study also analyzed women’s
attitudes and behaviors in choosing branded products. The study found factors that
influence post-purchase behavior of personal care products. The main goal of the study was
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to understand the brand consciousness level and its impact on family buying behavior. The
study revealed that today’s women are very conscious and aware of the brand they are
buying.
 Sapna Sood (1998) attempted to study 36 consumer behavior and women's perception of
Lakme. This study attempts to understand consumer awareness, attitude and perception
towards the cosmetic industry in India.
 Sukhjinder Baring (2003) describes the attitude and behavior of rural consumers towards
FMCG products. Selected consumers are daily consumers of cosmetic products in Punjab.
The aim of this study is to understand rural consumer awareness and consumption policies
towards home and personal care products. Rural consumers are expected to be price
sensitive, brand loyal and prefer small packaging. It also noted that rural consumers make
frequent and relatively low purchases. They are usually driven by needs and are very
interested in promotional schemes.
 Annu Malik (2009-2010) emphasized the awareness of housewives and working women
towards 38 beauty products. It has been found that working women are more responsive to
the purchase of cosmetics compared to non-working or housewives.
 Sinha DK (2010) attempted to examine and evaluate men's attitudes and traits in their
consumer behavior. The study was centered in the city of Pune and found that men living in
the city of Pune place a higher priority on self-esteem, anxiety, self-expression and
consistency.
 La Porcia C. Davis (2013) explores the attitudes of African and American women towards
40 cosmetics. It has been found that women wear makeup at different times in life such as
hair hood and puberty. Many women who use cosmetics believe that beauty and self-
confidence increase after using cosmetics.
 Kameshwar Ro Poranki (2015) examined the impact of attitudes on cosmetic purchasing
behavior in his study, which aims to explore factors affecting consumer attitudes toward
cosmetic consumption in Saudi Arabia. The study concluded that rising income levels are
one of the most important factors for market growth. It was also found that middle-aged
people have the self-expenditure power to buy cosmetic products and are more aware of the
use of skin care and personal care products than other categories.
 Hayyam Ali Rasha Saad Ahmad Ahmad Babikar Elhag (2015) Examines the attitudes and
behaviors of women regarding the use of skin care products. The main objective of the
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study was to identify similarities and differences in attitudes towards the purchase of
cosmetic products. It was found that the attitudes of young, middle and elderly women
Emeritus showed no difference in their attitude towards the purchase of products.
 Erzoi, Nezihe, Figen Yolal Medet Batmaz Bultent (2015) In his study and findings on the
Turkish attitude towards the use of cosmetics that lifestyle, standard of living and self-
confidence are important factors that influence product purchase.
 Research on the reasons for the purchase and use of cosmetics
 AC Groot, JP Nater, R Lender (1987) analyzed the reasons for the use of cosmetics. For
the purpose of the study 1609 respondents were interviewed to determine adverse effects.
12.2 percent reported experiencing similar problems when using makeup.
 Jane E Workman, Kim KP Johnson (1991) investigated the effect of cosmetics on the
formation of vision. In the study, 85 graduates were screened for heavy, medium-sized and
non-cosmetic makeup and were considered for their attractiveness, femininity, personality,
personality and behavior. Studies have shown that there is no significant difference between
the use of cosmetics and personal hygiene and personality traits, but there is a significant
difference between attraction, femininity and morality, and the use of cosmetics.
 Anitha (1994) in her article, “Consumer attitudes and behavior regarding cosmetic research
among Madura Kamaraj University Hostel Students”, the main reason for purchasing
products was to improve their appearance, beautify their faces and maintain cleanliness. .
 Malhothra (2003) argued that the main reason for the growth of the cosmetics industry was
the increase in fashion and beauty coupled with rising income and a focus on health and
fitness.
 Mellage (2006) pointed out that India is currently the 13th largest market for cosmetics and
cosmetics. Sales of cosmetics and cosmetics in India grew by 12.6 percent in 2006. The
study also showed that like their European counterparts, Indian women wanted to stay
healthy and look young. He could have gone a long way toward achieving that goal. “As
the country moves to the west, the industry is becoming more advanced to meet consumer
decision.
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 Monteiro (2003) found a significant increase in female consumers who use cosmetics. He
noted that the level of literacy and growth was growing.The influence of the media makes
women more aware of their appearance and physical appearance.
 Andrew Mc Dougall (2010) in his study stated that the main reason for the growth of the
cosmetics industry is that one has to spend more money on cosmetics due to aesthetic care
and has led to the growth of the cosmetics industry.
Thomas F Cash, Kathryn Dawson, Pamela Davis, Maria Bowen and Chris Galumbeck
(2010) 51 in their study Thirty-eight American female college students were identified and
photographed with makeup and facial makeup. This study found that when they wear make
up it becomes a bigger body image. There was a big difference in the appearance of the
students. The jury panel was unpopular when women did not have makeup. It was
concluded that the changing nature of the character's appearance and appearance was not
only corrected, but also changed by the individual to manage and control their own and
social images.
 Vanessa Apaolaza (2010) said people who use cosmetics buy this product for emotional
reasons. The most important factor influencing their behavior was their desire to look good.
Research shows that both the emotional and the physical aspects of using a cosmetic
product have had a profound effect on consumers, but the emotional part has played a
major role. The result was that consumer satisfaction was enhanced when the cosmetic
brand helped to strengthen positive emotions with a sense of self-worth and eliminate
feelings of anxiety and guilt by caring for one's appearance.
Fyi (2011) attempted to research the feelings behind women choosing certain types of
cosmetics. It has been understood in research that women buy cosmetics mainly for
emotional reasons. Consumers and emotions had a profound effect on women's interests in
cosmetic products. Research has also shown that the success of a cosmetic product depends
on its effectiveness in helping women overcome anxiety and guilt by not caring for
themselves through the advertising product.
 Jamuna Paiin (2011) in the daily Hindu newspaper stated that everyone has the right to look
good and to improve their physical appearance. Not just physical appearance but the
essence of that and emotional health.
2.1.3 Research related to consumer behavior analysis on the combination of sales
component and the factors involved in the purchase and use of cosmetics.
21
 Aaker (2000) in his research considers product awareness as an asset that is durable and
sustainable. It is said that cosmetics gave a sense of commitment to people who remember
it at the time of purchase. Promotion, information, sampling and other methods have been
found to create greater awareness than mainstream media. Aaker has identified five aspects
of a product's personality that include integrity, joy, ingenuity, sophistication and durability.
 UV Arunagiri (1990) in his study of consumer status in relation to the marketing of
cosmetic products, pointed out the impact of the ad on the increase in sales of cosmetic
products.
 G Kavitha (2006) in her research analyzed marketing strategies for women’s self-care
component parts companies. This study has shown that advertising plays a major role. The
study also revealed that celebrities play a key role in motivating people to buy the product.
 Alexandra Palade (2011) attempted to analyze Avon company's marketing mix. The study
was conducted among women in the Romanian city of Brasova. The author looks at
women's attitudes, attitudes and behaviors in relation to the commercial combination in the
use of cosmetic products. The study found that the company's marketing mix is very
effective and the company's AVON position has improved.
 Research related to user satisfaction in the use of cosmetic products
 Oliver and Swan (1989) 60 say that satisfaction is an emotionally charged experience.
Satisfaction can therefore be taken as a sign of a life experience. It is a submissive view
based on personal experience, personal beliefs, and relationships.
 Ravald and Gronroos (1996) in their study point out that consumer satisfaction is the
amount perceived by a comprehensive evaluation of a product's profit based on the
perception of profit obtained and the price being adjusted.
 Oliver 1980, Mick & Fournier (1999) proved that consumer satisfaction is one of the most
important consequences of any advertising activity. Satisfaction depends on the expected
comparison before the purchase and the actual effect the consumer receives on the use of
the product.
 Zeithmal and Bitnner (2003) found that satisfaction is the answer to consumer satisfaction.
It is a judgment that the product or service and its features itself provide happiness at the
level of fulfillment associated with consumption ”.
22
 Helgesen (2006) in his study pointed out that satisfaction is the apparent value associated
with any product or service. Satisfaction is said to be below the level of customer
expectations after purchasing a product.
 JU-Young- Chai- Kyng- Hee Kum and Misookkim (2007) conducted a study investigating
differences in purchasing pattern and satisfaction level among female students of the
University of China Japan and Korea. The results showed significant differences in
purchasing power between Chinese, Japanese and Korean students. The study also said that
Korean students showed a high level of satisfaction.
 Vijaykumar, N Raman, PV Prabha (2007) attempted research on the topic Satisfaction
experienced by the user in the use of the clinic and shampoo in Coimbatore.
 The purpose of the study was to measure the level of variance in the level of satisfaction
experienced by clinical users with shampoo in Coimbatore and the factors that affected
satisfaction. The results of this study revealed that the respondent under different categories
such as women, younger adults, factors such as gender and age group of respondents were
the main factors that contributed to consumer satisfaction. Respondents' view on lather, side
effect and dandruff prevention do not significantly affect respondent satisfaction. It was
also suggested in the study that a stabilizing agent should be added to the shampoo to
improve satisfaction.
 Stephen L Sondoh Jr Maznahwan Omar (2007) The main purpose of this study was to
examine the effect of a product image on the satisfaction that comes with being faithful to
color cosmetics. For the purpose of analysis four product images have been considered. The
four product images were functional, social, experimental and visual. The study therefore
suggested that marketers should focus on these four images to improve credibility.
 US Maheheswari, (2008) pointed out that the effect of the purchase of cosmetics was due
to the effect of television. Post-sales service and satisfaction level have been identified as
factors affecting post-purchase behavior.
 Sarangapani and Mamathy (2008) have made an effort to conduct a thorough investigation
into consumer behavior and the level of satisfaction of rural consumers. This study looked
at short-term cosmetics and cosmetics. It was found that high-income consumers had a
higher level of satisfaction. This has shown a close relationship between income level and
satisfaction level.
23
 Idhayarani R (2013) regarding the consumer-selected cosmetic pattern in the northern areas
of Tamilnadu of Manommaniam Sundharam University. The main objective was to
evaluate consumer product popularity, the level of satisfaction they get from cosmetics such
as Talcum Powder, perishable cream, car, hair oil, nail polish. The result of the survey was
that consumers bought according to their knowledge and familiarity. When it comes to
religion, Hindus use more cosmetic products and locally buy less.
 Brijal Zaveri The main purpose of this study was the result of a cosmetic advertisement
and a picture of the Lakmes product and its impact on the print media. The study concluded
that the female respondent was most attracted to the ad, model and presentation and they
were concerned with branded items. The brand image and the ad were the main features of
the purchase.
 US Fatima, S Lodhi (2015) 72 in her role learned about the impact of advertising on
consumer behavior. The study was held in the city of Karachi. Research has shown the
emotional attachment to a product, and it has also shown that it is the emotional attachment
to the product that persuades the consumer to make a purchase decision.
 Research related to factors influencing the purchase of cosmetic products

 Michelle Guthrie, Hye-Shin Kim, Jaehee Jung (2008) 73 highlighted the effect of facial
imagery and the use of cosmetics on the personality of a product type. It was stated that the
image of the consumer’s face affected the total number of cosmetics used by the
respondents and not the price difference in different cases. It has also been noted that there
is a relationship between facial imagery and product perception.
 R Yuvarani (2009) studied factors that influence the purchase of cosmetics and decision-
making. It has been found that the consumer family is a major factor affecting the purchase
of cosmetics.
 Perskalen Sofia Molender (2010) in her study examined the impact of a mix of advertising,
celebrities, female appearances, self-confidence and customer decisions on male consumers
in purchasing a cosmetic skin care product in Sweden especially in Karlstad. Studies have
shown that the number of people who use a skin care product and those who do not use .
24
 Siddharth Shriram Shimp and K Sinha (2012) 76, examined product variables that impact
the purchase decision. Different variations include product texture, promised effect,
previous experience of skin use and suitability. The study concluded that the male
cosmetics product market is still the Niche Market in India. The key differences that
influenced the purchase were the texture of the product, the promised effect, the use and
suitability of the skin.
 Shukla Monika (2013) has made an effort to study the factors that affect the advertising
impact of selected cosmetic products of consumers. Respondents' perceptions of fair cream
advertising, personal characteristics, demographic factors have been considered and it has
been found that consumer behavior related to fair cream advertising has influenced the
impact of product advertising on their selections significantly.
 Sangeeta Gupta, Simple Arora (2013) in their study of factors influencing the use of
cosmetics by men, pointed out that the media played a key role in changing society. It has
also been clearly stated that there is a strong bond between your images, the media and
public expectations about the use of cosmetics among urban men in Delhi.
 Ligo Koshy (2017) in a study on factors that contribute to the purchase of facial care
products for young people, said that improved technology, better education, scientific
advances and economic growth have given people more purchasing power. The influence
of the media has made people pay close attention to beauty, cleanliness, and the way of life.
Research has shown that the female consumer has given importance to brand name
products followed by ingredient and ad respectively.
 2.1.6 Research into the socio-economic factors that affect consumer behavior
 Gomatheeswaran M (2007) analyzed consumer preferences in cosmetic products where the
main objective was to determine the consumer's economic background, source of
awareness, level of satisfaction related to consumer preference for cosmetic products. A
major finding of this study is that consumer preference for cosmetic products is increasing.
 The increased competition has resulted in continuous change in selection. It was also
pointed out that socio-economic factors play a positive role in the purchase of cosmetics.
 Illas K (2008) made an effort to study the impact of the human condition and the purchase
of solid products in urban and rural areas. It has been concluded that there are differences
between domestic and urban consumers in terms of purchasing solid products. It is thought
that motivating factors influence the purchase of long-lasting products.
25
 Muhammad Babamir (2011) in his study of psychological and social factors influencing
the use of cosmetics by women. For the purpose of the study a few female University
students were selected to investigate the psychological and social factors influencing the
use of cosmetics. It was concluded that the psychological factor to a large extent had a
profound effect on women in the use of cosmetics.
1.4 IDENTIFICATION OF RESEARCH GAP:
A survey of the literature related to the area of the present study helped the researcher to have a
comprehensive idea of the various aspects of consumer behavior towards the purchase and use of
cosmetic products. A study on the behavior of women in buying and using cosmetics has been
reviewed by many researchers around the world, including in India. A closer look at the literature
review reveals that studies on consumer behavior in Bangalore have not been used. Previous studies
have focused on FMCG's buying behavior, brand equity, or the purchase of cosmetics. A detailed
study of the behavior and opinion of women consumers in Kerala, the cosmetic care product in
conjunction with the brand has not been fully discovered and tested. Therefore, the current study
was conducted to analyze the behavior of cosmetic consumers, taking into account the enormous
importance of the cosmetic industry and to fill this gap.
26
Conclusion
 This chapter reviews research studies on the behavioural and socio-economic implications
of women's purchasing and use of cosmetics.
 Attempts to establish differences in cosmetic purchases, various reasons why consumers
use cosmetics and consumer behaviour and attitudes in Bangalore. The aim of the study is
to provide insight into the research problem
27
CHAPTER 2
RESEARCH METHODOLOGY
28
2.1 SCOPE OF THE STUDY:
The current study focuses on the behavior of women who buy and use cosmetics in Bangalore.
All types of female consumers who use four types of cosmetic care products such as Lip care,
eye care, Nail care and skin care products are included in this study. For the purpose of the
study, selected leading manufacturers such as Revlon, Lakme, L-Oreal, Himalayas and
leading leading cosmetic product manufacturers were considered together as a group. Lip care
products are also divided into lip stick, lip gloss, lip liner and other lip care products. Eye care
products are also categorized as Mascara, eyeliner, eyebrows, lashes and other eye care
products. Nail care products are classified as Nail polish, nail remover and nail designer. Skin
care products are classified as face wash, foundation, bath and other skin care products. The
study also focuses on purchasing behavior, reasons for the purchase of cosmetics and the level
of consumer satisfaction.
2.2 RESEARCH OBJECTIVES:

The following are the research objectives
 To study the impact of socioeconomic factors on the behavior of female Cosmetic
consumers in the purchase and use of cosmetics.
 Analyze the reasons for the purchase and use of cosmetic products.
 Exploring the marketing combination of selected cosmetic products.
 Measuring women's satisfaction with the purchase and use of cosmetics.
2.3 FRAMING OF RESEARCH HYPOTHESIS:
In accordance with the above objectives, the following research hypothesis has been developed
and evaluated.
1 There is no significant effect between the diversity of people and the number of cosmetic
products purchased.
2 There is no significant influence between the diversity of people and the frequency of use of
cosmetic products.
3 There is no significant effect between the diversity of people and the amount of money spent.
4 There is no significant relationship between population dynamics and the purchasing behavior
of cosmetic products
5 There is no significant correlation between socio-economic factors and the reasons for the
purchase of cosmetic products.
29
6 There was no significant difference in opinion among respondents regarding the ingredients of
the commercial mix and the purchase of cosmetic products.
7 There is no significant difference between socio-economic factors and elements of marketing
mixing from respondents' perceptions.
8 There is no significant difference in the satisfaction of the respondent and the type of cosmetic
product purchased.
2.4 RESEARCH DESIGN:
The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data. Note that the research problem determines the type of design you should use,
not the other way around.
An impactful research design usually creates a minimum bias in data and increases trust in the
accuracy of collected data. A design that produces the least margin of error in experimental
research is generally considered the desired outcome.
Research design is the framework of research methods and techniques chosen by a researcher.
The design allows researchers to hone in on research methods that are suitable for the subject
matter and set up their studies up for success.
This study is descriptive and analytical in nature in the sense that it describes and analyse the
behaviour of the female consumers in the purchase and use of cosmetics. It analyses the reasons
for the purchase and use cosmetic products and the influence of socio-economic factors on the
behaviour of female Cosmetic consumers in the purchase and use of cosmetics. The study also
measures the level of satisfaction of females in the purchase and use of cosmetics and evaluates
the marketing mix of selected cosmetic brands
Descriptive research design help provide answers to the questions of who, what, when, where,
and how associated with a particular research problem; a descriptive study cannot conclusively
ascertain answers to why. Descriptive research is used to obtain information concerning the
current status of the phenomena and to describe "what exists" with respect to variables or
conditions in a situation
Analytical research is a specific type of research that involves critical thinking skills and the
evaluation of facts and information relative to the research being conducted. Analytical research
is conducted in a variety of ways including literary research, public opinion, scientific trials and
30
Meta-analysis
 Population for the study
The population for the study comprises female cosmetic consumers in the Bangalore
 Sources of data
The data for the study were collected from both the primary and secondary sources.
 Primary data
The primary data were collected from the sample respondents by using questionnaire
to analyse the perceptions and attitude of the female cosmetic consumers.
 Secondary data
The secondary data required for the study were collected from various books, journals,
news paper, theses and web sites. Secondary data collection, on the other hand, is referred to
as the gathering of second-hand data collected by an individual who is not the original user. It
is the process of collecting data that is already existing, be it already published books, journals
and/or online portals. In terms of ease, it is much less expensive and easier to collect.
Your choice between Primary data collection and secondary data collection depend on
the nature, scope and area of your research as well as its aims and objectives.
2.5 Method of Sampling:
For the purpose of respondent selection, the purposive sampling process was used. Initially the
researcher confirmed whether the women were accustomed to using cosmetics. As makeup
products such as lip care, eye care, nail care and skin care tend to be fleshy, the researcher found
the willingness of respondents to get their opinions on cosmetic products. The researcher
therefore used the Purposive sampling process in this study and concentrated mainly on the
brands Revlon,lakme,Himalaya,loreal
Sample size:
Bangalore is divided in to parts namely South, Central, west and North. The Southern region
comprises HSR layout, Madiwala, Bannerghatta , central region comprises of Basavanagudi,race
31
course road, chickpet .West Bangalore comprises of Magadi road,Kengeri North Bangalore
comprises of Banaswadi,Jalahalli,yeshwanthapur. The selected regions are HSR layout, Race
course road, Magadi road. 450 Respondents are taken in total.
CHAPTER 3
TECHNIQUES FOR DATA ANALYSIS
32
3.1 TECHNIQUES FOR DATA ANALYSIS:
Data analysis is defined as a process of cleaning, transforming, and modeling data to discover
useful information for business decision-making. The purpose of Data Analysis is to extract
useful information from data and take the decision based upon the data analysis.
The data was collected for the purpose of analysis in accordance with the outline laid down for
the purpose of the research problem using the research design. They are important for
mathematical tools for interpreting the data. This ensures that all the relevant data is present for
making comparisons and analysis.
Data analytics is the process of analyzing raw data to draw out meaningful insights. These
insights are then used to determine the best course of action.
3.1 Region and category wise distribution of sample respondents
Area of residence
Place Total
Urban Semi-urban Rural
Race course road 65 51 34 150
HSR layout 54 65 31 150
Magadi road 83 44 23 150
Total 202 160 88 450
Research Instruments
Questionnaire was prepared and used for the collection of primary data from the
female cosmetics users in Bangalore.
Tools for analysis
 The statistical analysis was carried out with the help of SPSS and Excel
The data were analysed using table, percentage, chi square test
33
Statistical Tools used for analysis
Tools used Purpose

Percentage It is the mathematical tool used to find out the socio-
economic preference.
Chi-Square test To test the significant difference between the demographic
variables and the behaviour of the respondents in purchase
of cosmetics with regard to the number of cosmetic
purchased, frequency of purchase and the amount of
money spend.
Self make-up became an inevitable human need in the modern society. Today people
belonging to different social classes give greater importance to their body and overall
appearance. The body of human beings is considered to be a special place as the clearest
and most visible carrier. The manipulation of body and manipulation of appearance of
human beings assumes greater importance especially with the emergence of a new era of
consumer society. The use of cosmetics is considered to be the easiest way to manipulate
the appearance of human body. Studies show that even though both men and women use
make-up, women are more psychologically required to maintain their body and increase
their attraction than men. It is found that images of women wearing make-up were judged to
be healthier and more confident than the images of the same women without make-up.
Women are also assigned greater earning potential and considered to have more prestigious
jobs than when they were presented without make-up.Starting from young age, females are
taught to experiment with different make-ups. It is believed that the use of cosmetics is the
easiest and economical way to solve the beauty related problems temporarily. The more the
women appeared to believe in the beautifying effect of cosmetics, the more make-up they
tend to apply on a daily basis The wide spread growth of the Indian Cosmetic industry with
varied cosmetic products substantiate that the number of cosmeticusers grow.
The rise in literacy, growing income of the middle class households and changing life style
resulted in the enhancement of social status of women in the post liberalization era. A
34
paradigm shift in the role of women from working in homes to elevated positions in jobs
has provided them adequate income to purchase and use cosmetic products. As females
represent a huge potential consumer group, a study
on the analysis of buying behavior of females towards cosmetics seems relevant. In this
background an analysis of behavioral pattern of female respondents regarding the purchase
and use of cosmetics is attempted. This chapter on analysis and interpretation is presented
as below:
Part I – The Behaviour of females in the purchase of cosmetics.
Part II – The Reasons for the purchase of cosmetics.
Part I - Behaviour of females in the purchase of cosmetics
The females represent the single largest consumer group of cosmetic

industry. Hence their behaviour towards purchase of cosmetics needs to be analysed.
Studies on behaviour of females towards cosmetics reveal that the various socio-
economic factors such as age, income, education, profession and even the marital
status influence their purchase decisions. The analysis of various factors that
influence the buying behavior of cosmetics would be a great help to the cosmetic
industry to develop an appropriate marketing strategy. Hence, the behaviour of
females in the purchase of cosmetics is analysed in 3 steps:
Step 1 - Classification of cosmetic users on the basis of demographic factors.

Step 2 - Analysis of the preference of cosmetic users towards the purchase of
cosmetic products
Step 3- CHI SQUARE test with reference to factors stated and no.of cosmetics
purchased
Age wise classification of respondents
The Age of female Consumers plays a vital role in the purchase and use of cosmetics. It
could be observed that, the females falling under different age groups purchase differently
especially in the case of cosmetics. The age wise classification of users of cosmetic
products is given
35
3.1.1 COSMETIC USERS AGE WISE
Number of respondents
Age Percentage
Frequency
16-25 195 43
26-35 99 22
36-45 95 21
46-55 52 12
Above 55 9 2
Total 450 100
36
Age wise
500
450
400
350
300
250
200
150
100
50
0
16-25 26-35 36-45 46-55 Above 55 Total
Number of respondents Frequency percentage
In table 3.1.1 it can be seen that 43 percent of respondents belongs to the age group16-25.
Twenty two percent of the respondents are in the age group 26-35, only 21 percent of
respondent fall under the age group 36-45, 12 percent of the users are in the age group 46-
55 and only 2 percent of consumers are above 55 years of age.
It is to be noted that the majority of the respondents who use cosmetics are within the age group
of 16-25 representing the youngsters followed by the middle aged women
37
3.1.2 Religion wise classification of respondents
Cosmetic users – Religion wise
Religion Number of Percentage

respondents
Hindu 249 56
Muslim 78 17
Christian 123 27
Total 450 100
Source: Primary Data
Religion wise
500
450
400
350
300
250
200
150
100
50
0
Hindu Muslim Christian Total
Number of respondents Percentage
In table 3.1.2 a majority (56 percent) of respondents belongs to the Hindu religion. Twenty
seven percent of the respondents are Christians and only 17 percent of the respondents
belong to the Muslim religion.
It can be understood that even though a majority of users are Hindus, females of Christian
religion were also found using cosmetics, but they are lesser than that of Hindus. The users of
cosmetics belonging to the Muslim community were found to be very less compared to the
females of other religion
38
3.1.3 Area wise classification of the respondents
The area where the person resides may influence the way they purchase and use the cosmetic
products. The response of users is given in the table 3.1.3
Table 3.1.3 Cosmetic users – Areawise

Area Number of respondents Percentage
Urban 202 45
Semi urban 160 35
Rural 88 20
Total 450 100
Area wise
450
450
400
350
300
250 202
200 160
150 88 100
100 45 35 20
50
0
Urban Semi urban Rural Total
From the table 3.1.3 it can be stated that the majority (45 percent) of cosmetic users are from
urban area. Thirty five percent of users belong to the semi urban areas and only 20 percent of
users are from rural areas.
It is understood that the majority of respondents who purchase and use cosmetics belongs to the
urban areas.
39
3.1.4 Classification of the respondents based on Marital status
The purchase behaviour, the perception, the attitude and the belief of cosmetic users
may differ according to their marital status. The classification of respondents based
on marital status is given in table 3.1.4
Table 3.1.4
Users of cosmetics on the basis of marital status
Marital status Number of the Respondents Percentage
Married 223 50
Unmarried 199 44
Divorced 28 6
Total 450 100
Marital status
500
450
400
350
300
250
200
150
100
50
0
Married Unmarried Divorced Total
Number of the Respondents Percentage
In table 3.1.4 it is revealed that 50 percentof cosmetic users are married women. Forty four percent
of users are unmarried and only 6 percent of users are widows.
40
3.1.5 Occupation wise classification of the respondents
Occupation determines the purchasing power of the respondents. It provides

a stimulus to purchase a particular brand of a product. The occupation wise
classification of users of cosmetics is given in table 3.1.5
Table
Users of cosmetics – Occupation wise
Occupation Number of respondents Percentage

Students 157 35
Employed 202 45
Unemployed 91 20
Total 450 100
Occupation wise
450
400
350
300
250
200
150
100
50
0
Students Employed Unemployed Total
It can be seen from the table that 45 percent of the users of cosmetics are employed. Thirty
five percent of users are students and only 20 percent of users are unemployed.
On the whole it can be stated that a majority of cosmetic users are employed
41
3.1.6 Education wise classification of respondents
The educated women were found to be having knowledge about the vast
variety of cosmetics available in the market. A knowledgeable individual is able to
distinguish different brands of cosmetic products available in the market. The
classification of the cosmetic users based on their educational qualification is given
in table 3.1.6
Users of cosmetics – Education wise
Education Number of respondents Percentage

Undergraduate 132 29
Graduate 175 39
Post graduate 97 22
Professional 46 10
Total 450 100
Education
500
450
400
350
300
250
200
150
100
50
0
Undergraduate Graduate Post graduate Professional Total
It is noted from the table 3.1.6 that, 39 percent of the respondents are graduates, 29 percent
are undergraduates, 22 percent are postgraduates and only 10 percent are professionals.
42
3.1.7 Income wise classification of the respondents
In most of the consumer related studies income is a major determinant which

influence the purchase decision. The income wise classification of cosmetic users is
given in table 3.1.7
Cosmetic users – Income wise
Income Number of respondent Percentage
Below 10000 178 40

10001-30000 199 44
30001-50000 56 13
Above 50000 17 3
Total 450 100
income
450
400
350
300
250
200
150
100
50
0
Below 10000 10001-30000 30001-50000 Above 50000 Total
Number of respondent Percentage
It can be noted from the table 3.1.7 that, 44 percent of the cosmetic users belong to the
income group 10001-30000. Forty percent of the respondents fall under the income
group below 10000. Thirteen percent of cosmetic users earn an income between 30001-
43
50000, respondents with income above 50000 comes to three percent.
44
3.1.8 Family type of the respondent
The type of family has an influence on the behaviour of females in the

purchase of cosmetics. It is widely accepted that the customs and values of the
family has an immense importance in deciding their purchase and use of cosmetics.
The classification of respondents on the basis of family type is given in table 3.1.8
The family type of cosmetic user
Family type Number of respondents Percentage
Nuclear 304 68
Extended 78 17
Joint family 68 15
Total 450 100
Source : Primary Data
family type
450
400
350
300
250
200
150
100
50
0
Nuclear Extended Joint family Total
From the table 3.1.8 it is understood that, 68 percent cosmetic users are from nuclear
family, 17 percent of users belongs to extended family and only 15 percent of cosmetic
users are from joint family.
45
3.1.9 . The number of female members in the family
The number of female members in a family may affect the mind set of
females in the purchase and use of cosmetics. The classification of cosmetic users on
this basis is given in table 3.1.9
Cosmetic users based on the number of female members in a family
Family type Number of respondents percentage
One 30 7
One-three 145 32
Four –six 246 55
Above six 29 6
Total 450 100
no.of female memenbers
450
400
350
300
250
200
150
100
50
0
One One-three Four –six Above six Total
Number of respondents percentage
32 percent of users belong to family with one- three female members, 7 percent of users are
single member in the family and the rest 6 percent of users belong to the family size above six female
members.
46
3.1.10 Skin type of the respondents
The type of complexion or the skin type of the respondents may influence the
purchase and use of cosmetics. An understanding about the type of skin would be
helpful to a cosmetic user to choose the appropriate cosmetic product. The
classification of respondents on the basis of skin type is given in table 3.1.10
Type of Skin of cosmetic users
Skin type Number of respondents Percentage

Oily 115 26
Normal 236 52
Dry 75 17
Sensitive 24 5
Total 450 100
skin type of the respondents
450
400
350
300
250
200
150
100
50
0
Oily Normal Dry Sensitive Total
It is evident from the table 4.10 that, fifty two percent of the female respondents who purchase and
use cosmetics are with normal skin. Twenty six percent are with oily skin. Seventeen percent of
respondents have dry skin and 5 percent of cosmetic users are with sensitive skin.
It is evident that a majority of the females using cosmetics are with normal skin.
47
3.1.11 Users of cosmetics based on number of Cosmetic Products Purchased
Number of product Number of respondents Percentage
one 105 23
two-four 281 63
above four 64 14
Total 450 100
No.of cosmetics purchased
450
400
350
300
250
200
150
100
50
0
one two-four above four Total
From table 3.1.11 it can be noted that, Sixty three percent of respondents usually purchase
two to four item of cosmetics, Twenty three percent purchase only one item of cosmetics,
only 14 percent of the respondents purchase above four items of products.Thus it is inferred
that a good majority (63 percent) of the respondents buy and use two to four types of
cosmetic products.
48
3.1.12Budget plan of cosmetic users
The income of the individual and the income of the family have a major role
in deciding and planning the budget for the purchase of cosmetics. The response of
cosmetic users regarding keeping of a budget for the purchase of cosmetics given in
the table
Budget plan of the respondents
Budget Number of respondents Percentage
Keeps Budget 83 19
Not keeping budget 308 68
Occasionally keeps budget 59 13
Total 450 100
Source Primary Data
Budget plan of the respondents
450
400
350
300
250
200
150
100
50
0
Keeps Budget Not keeping Occasionally Total
budget keeps budget
It can be seen from the table 3.1.12 that, 68 percent of cosmetic users do not keep a separate budget,
nineteen percent of the respondents keep separate budgets and 13 percent of the respondent are
found keeping budget occasionally.
It can be inferred that a majority of the respondents do not keep a separate budget for the purchase
of cosmetics.
49
cosmetic users regarding keeping of a budget for the purchase of cosmetics given in the table 3.1.12
50
3.1.13 Frequency of use of Cosmetics
As the females have their own aspiration to be presentable, attractive, and

glamorous on different occasions, it is essential to know the frequency of use of
cosmetic products. The response of cosmetic users on this matter is given in table
3.1.13
Frequency of purchase of cosmetics Products
Frequency of purchase Number of respondents Percentage
Daily 178 40
Special occasion 153 34
Rarely 119 26
Total 450 100

Frequency of purchase
450
400
350
300
250
200
150
100
50
0
Daily Special occasion Rarely Total
It is observed from the table 4.13 that, 40 percent of the female are daily users of cosmetics. Thirty
four percent of users use cosmetics on special occasions; Twenty six percent of female consumers
use cosmetic products rarely.
It is found that a majority of 40 percent of the respondents are daily users of cosmetics.
51
3.1.14Source of purchase of cosmetics products
Cosmetic users purchase their cosmetic requirements from

different sources. The source of purchase depends on the respondents,
their access to the source and the quality of the product provided. The
response of cosmetic users are given in the table 3.1.14
Source of purchase of cosmetic products
Source of purchase Number of respondents Percentage

Mall 114 25
Super market 129 29
Consumer stores 183 41
Beauty parlor 18 4
On line 6 1
Total 450 100
Source of purchase
450
400
350
300
250
200
150
100
50
0
Mall Super Consumer Beauty On line Total
market stores parlor
From the table 3.1.14 it is understood that, 41 percent of the respondents prefer to
purchase cosmetic products from consumer stores, 29 percent of the respondents
buy it from the super markets, 25 percent of users buy it from shopping malls, 4
percent of users buy it from beauty parlors and only 1 percent prefer to buy
cosmetic products online.It can be concluded that, most of the consumers prefer to
purchase cosmetic products from consumer stores rather than supermarkets,beauty
52
parlors, or through online purchase.
3.1.15 Amount of money spend on cosmetics

The amount of money spend on the purchase of cosmetics depends on the income
and economic stability of the consumers. Hence the monthly amount spend on
cosmetics is considered as an important variable in this study. The behaviour of
cosmetics users is shown in table 3.1.15
Monthly Amount spend on cosmetics
Money spend Number of respondents Percentage
Less than 500 139 31
501-1500 229 51
1501-3000 61 14
Above 3000 21 4
Total 450 100
monthly amount spent on cosmetics
500
400
300
200
100
0
Less than 501-1500 1501-3000 Above 3000 Total
500
The table 3.1.15 shows that, a good majority (51 percent) of cosmetic
users spend an amount of 501-1500 rupees per month for the purchase of
cosmetics. Thirty one percent of cosmetic users spend an amount less than
500 rupees, 14 percent of the respondents spend an amount of 1501 to
3000 rupees per month and only 4 percent of the respondents spend above
3000 rupees per month for the purchase of cosmetics.Thus it is clear that a
majority of cosmetic users spend an amount ranging from 501-1500 for the
53
purchase of cosmetic products on a monthly basis
54
3.1.16 Source of money for the purchase of cosmetics
The source of money for the purchase of cosmetics may also determine the
behaviour of females in the purchase and use of cosmetics.
Source of money for the purchase of cosmetics
Source of money Number of respondents Percentage

Family income 264 59
Individual income 176 39
Other source 10 2
Total 450 100
source of money
450
400
350
300
250
200
150
100
50
0
Family income Individual Other source Total
income
It is evident from the table 4.16 that a majority (59 percent) of the respondents depends on
the family income for the purchase of cosmetics, 39 percent of cosmetic users depend on
their individual income and only 2 percent of respondents depend on other sources for the
purchase and use of cosmetic products.It is imperative that a majority of female consumers
buy the cosmetic products with their family income rather than their individual income and
income from other sources.
55
STEP 2: ANALYSIS OF PREFERENCE OF COSMETIC USERS TOWARDS
THE PURCHASE OF COSMETIC PRODUCTS.
The preference of cosmetic consumers in the purchase of cosmetic products

depends on their perception and attitude. The cosmetic products for the purpose of
this study are classified into four types such as: (1) Lip care products (2) Eye care
products (3) Nail care products and (4) Skin care products.
Lip care products are cosmetic formulations used for the beautification of
lips. It provides a convenient means of freshening, protecting or coloring of lips. The
lip care products include: Lipstick, Lip gloss, Lip liner and Lip pencil.
Eye care products are mainly used for keeping the eyes beautiful and
glowing. It is said that a slight change in color or a small change made on the eyes
can dramatically enhance the overall appearance of a person. The commonly used
eye care products are: (1) Mascara is a cosmetic applied to the upper and lower
eyelashes to thicken, lengthen and darken eye lashes (2) Eye liner is a cosmetic used
to color eye brows (3) Eye brow pencils are used to shape the eye brows.
Nail care products will act as an agent to prevent nail problems. Nail care
products include nail polish, remover, and nail designer.
Skin is the largest organ of the body which protects our body from bacteria,
virus and environmental damages. The use of skin care products depends on the type
of skin which can be normal, dry or oily. Face wash, foundation, cleanser and
moisturizers are the skin care products.
In order to make a comprehensive and meaningful analysis of preference of

cosmetic users, the response of cosmetic users towards the products of cosmetic
manufacturers such as: Revlon, Lakme, LOreal, Himalaya and products of
unbranded cosmetic manufactures are included. The Revlon, Lakme, LOreal are the
major three brands which falls under the top ten brands in the world. The brand
Himalaya is included as there is a tendency among the consumers to use herbal and
Ayurvedic products. The unbranded products form part of the study as a good
majority of middle income category of consumers in Bangalore finds it affordable to
56
usethe unbranded products for their beautification.
3.1.17 Analysis of preference of consumers towards lip care products
Lip care products are cosmetic formulations applied to the lips to moisturize,
relieve dry lips and used for the beautification. The lip care products for the purpose
of this study are classified into four types such as (1) lip stick (2) Lip gloss (3) lip
liner and (4) other lip care products.
Lip stick is applied mainly to enhance the beauty of lips. Most of the women
contacted in the pilot study perceived that, use of lip stick enhances their self
confidence. In the Daily beautification routine of the body, lip stick is considered as
an important make up material by the female respondents. The lip stick with
moisturizers and sun protector can protect the lips from adverse effects of climatic
changes
Lip glosses are used primarily to give lips a glossy luster. It is distributed as
a liquid or a soft solid. It adds basic shine to lips without colour and with an
additional flavor. It is available in different flavours such as cherry, strawberry and
vanilla. Lip gloss is used mostly by all women who would only like to have a shiny
appearance on the lips.
Lip liner is a type of lip cosmetic which is intended to fill uneven area on
outer edge of the lips, after applying lipstick. Therefore it gives a smooth shape to
the lips and prevents the lips from spreading of lipstick.
Lip pencil is also used for lining the lips. Adding extra definition or for
filling in the lip provides a long lasting effect on the color of the lip stick. The
preference of respondents towards Lip Care products of different cosmetic
manufacturers given in table .
3.1.17 Preference of consumer towards lip care products.
Lip care
Revlon Lakme L’oreal Himalaya Unbranded Nonusers Total
Products
Lipstick 91(20) 167(37) 21(5) 11(2) 76(17) 84(19) 450
Lip gloss 37(8) 150(33) 28(7) 12(2) 89(20) 134(30) 450
57
Lip liner 22(5) 88(20) 27(5) 7(2) 74(16) 232(52) 450
Others 10(2) 65(14) 8(2) 5(1) 71(16) 291(65) 450
Figures in brackets indicate the row percentage
.Source: Primary Data
Table 3.1.17 shows that, in case of Lip stick, 37 percent of the respondents
prefer the brand Lakme, whereas 20 percent of respondents prefer the brand Revlon.
Seventeen percent of females use unbranded products. The users of lip stick of
Loreal and Himalaya are 5 percent and 2 percent respectively. Nineteen of the
respondents are non users of lip care products.
350
300
Lip stick
250
Lip
200 gloss Lip
150 liner
100
Others
5
0
0
Revlo Lakm L’orea Himalaya Unbranded
n e l Nonusers
Lip Care
Brand
58
3.1.18 Analysis of preference of consumers towards eye careproducts
The eyes are actually a window to the soul. Ever since the dawn of modern human
civilization, the consumers wanted the way to make their eyes and eye lashes more
beautiful and attractive. Eyes are the most expressive part of our face. Eyes are very
susceptible to cosmetic changes. The eye care products for the purpose of this study
are classified into four types such as (1) Mascara (2) Eye liner (3) Eye brow pencil
(4) Eye lashes and other eye care products.
Mascara is a cosmetic applied to upper and lower eyelashes to thicken,
lengthen and darken the eyes to look attractive and beautiful.
Eye liner is a cosmetic used to define the eyes. It is applied around the eyes to
create a variety of aesthetic effect. Eye liner is drawn along the top and bottom
eyelids to define and accentuate the eyes. Black eyeliner is considered classic by the
cosmetic users.
Eye brow pencil is generally used to shape the eye brow. It is generally used by
children to create attraction. Eyebrow pencils are applied to colour the eyebrows and
to shape the eye brows according to the requirement of the users.
Eye lashes is used to improve the look of the eyes and to make it more attractive.
The preference of the respondents towards the eye care products .
Preference of consumers towards eye care products
Eye care
Revlon Lakme L’Oreal Himalaya Unbranded Non users Total
product
Mascara 179(40) 144(31) 72(16) 16(4) 18(4) 21(5) 450(100)
Eyeliner 11(2) 227(51) 18(4) 25(6) 105(23) 64(14) 450(100)
Eyebrow 8(2) 132(29) 18(4) 21(5) 88(20) 183(40) 450(100)
Lashes 10(2) 63(13) 7(2) 12(3) 60(13) 298(67) 450(100)
Others 4(1) 50(11) 4(1) 2(1) 54(12) 336(74) 450(100)
Figures in row indicate the row percentage.
59
400
350
Mascara
300
Eyeliner
250 Eyebrow
No. of Respondents
200 Lashes
Others
150
100
50 Revlon Lakme L’Oreal Himalaya Unbranded Non

users
0
Eye care
Brand
Figure 3.1.18 showing the preference of cosmetic users towards Eye care products
In table 3.1.18 Forty percent of females prefer Mascara of brand Revlon and
31 percent of users prefer the brand Lakme. Sixteen percent of consumers prefer the
brand L‟Oreal, 4 percent each prefer Himalaya and unbranded products. The non
users of mascara come to 5 percent.
In case of eye liner a good majority (51 percent) of the respondents prefer the
brand Lakme, 23 percent of females use unbranded products. The users of Himalaya
and L‟Oreal are 4 percent and 2 percent respectively. The non users of eye brow
pencil come to 40 percent.
Regarding the use of eye lashes, 13 percent each prefer Lakme and
unbranded. Only 3 percent of females use Himalaya. The users of Revlon and
L‟Oreal come to 2 percent each. A good majority of (67percent) of females are not
using eye lashes.
In case of other eye care products 12 percent of the respondents prefer

unbranded products followed by Lakme (11percent). The users of Revlon and
L‟Oreal are one percent each. Seventy four percent are the non users of other eye
care products.
It is clear from the above description, that a majority of the respondents use
60
eye liner of the brand Lakme and Mascara of brand Revlon. For eye brow pencil and
eyelashes the preferred brand is Lakme. For other eye care products, the respondents
prefer unbranded products.
3.1.19 Preference of consumer towards nail care products
Women usually are much fond of nail care products. Nail care products act
as an agent to prevent nail problems. The nail care products for the purpose of study
are classified as (1) Nail Polish (2) Nail Remover and (3) Nail Designer. Nail polish
is also known as nail varnish. It is applied to human finger nail or toe nail. It is
applied to decorate and protect the nail plates.
Nail polish is considered as one of the socially acceptable cosmetic products.

Many of the female consumers wish to make their nails look beautiful and shiny.
Nail remover is an organic solvent. It contains oil scent and color. It is used
to remove the nail paint applied.
Nail designer is generally used to give a particular design effect to the nail. It is colorful and mainly
used to decorate the nail. The preference of the respondents about the use of nail care products
Preference of consumer towards nail care products
Nail care Revlon Lakme L’oreal Himalaya Unbranded Non Total

products users
Nail polish 43(10) 155(34) 22(5) 8(2) 147(33) 75(16) 450
Nail remover 16(4) 155(34) 14(3) 12(2) 145(32) 108(25) 450
Designer 12(3) 45(10) 13(3) 7(2) 56(12) 317(70) 450

It can be seen from table 3.1.19 that 34 percent of females use Nail polish of
the brand Lakme followed by unbranded products (33percent). The users of Revlon
and L‟Oreal are 10 percent and 5 percent respectively. Only 2 percent of
61
respondents use the brand Himalaya. Sixteen percent of females are not using nail
polish.
62
350
300 Nail polish
No. of Respondents
250 Nail remover
200 Designer
150
100
50
0
Revlon Lakme L’oreal Himalaya Unbranded Non users
Nail care brands
Figure 3.1.19 showing the preference of cosmetic users towards Nail care products
In the case of nail remover, 34 percent of the female respondents prefer

Lakme, 32 percent of respondents prefer unbranded products. The users of Revlon
and L‟Oreal are 4 percent and 3 percent respectively. Only 2 percent of the
respondents prefer Himalaya. The non users of nail remover come to 25 percent.
In the case of nail designer, 12 percent of the respondents prefer unbranded

products, 10 percent prefer Lakme. Three percent each prefer Revlon and L‟Oreal
respectively. A good majority of (70 percent) of respondents are non users of nail
designers. Lakme is found to be the most preferred brand for nail polish, nail
remover and designer. Sixteen percent of the respondents do not prefer, nail polish,
25 percent of the respondents do not prefer to use nail remover and 70 percent not
use nail designer.
63
3.1.20 Preference of consumers towards the skin care products
Skin Revlo Lakme L’orea Himalay Unbrande Non Total

care n l a d user
product s
s
Face wash 13(3) 83(19) 15(3) 173(38) 115(26) 51(11) 450(100
)
Foundatio 11(2) 111(25) 16(4) 109(24) 105(23) 98(22) 450(100
n )
Cleanser 8(1) 56(12) 10(2) 82(19) 80(18) 214(48 450(100
) )
Others 3(1) 26(6) 7(1) 25(5) 66(15) 323(72 450(100
) )
In table 3.1.20, the response of the female consumers indicate that 38

percent of the respondents prefer the face wash of the brand Himalaya followed by
the unbranded products (26 percent). Nineteen percent of the respondents prefer
Lakme. Only 3 percent of the cosmetic users each prefer L‟Oreal and Revlon
respectively. The non users of face wash come to 11 percent
64
350
300 Face wash
250 Foundation
Cleanser
200
Others
150
100
50
0
Revlon Lakme L’oreal Himalaya Unbranded Non users
Skin care brands
Figure 4.4 showing the preference of cosmetic users toward Skin care products
Regarding the preference towards foundation, 25 percent of the respondents

prefer Lakme, followed by Himalaya (24 percent) and unbranded (23 percent). Four
percent of the respondents prefer L‟Oreal and 2 percent prefer Revlon. Twenty two
percent of the respondents are non users of foundation.
Consumers‟ preference towards cleanser indicates that 19 percent prefer the

brand Himalaya, followed by unbranded products (18 percent) and Lakme (12
percent). Consumers‟ preference towards L‟Oreal and Revlon are 2 percent and 1
percent respectively. Non users of cleanser come to 48 percent.
In the case of other skin care products, 15 percent of the respondents prefer
unbranded products, followed by Lakme (6 percent) and Himalaya (5 percent). Only
1 percent of each of the respondents prefers the brand Revlon and Loreal
respectively. A majority of 72 respondents are non users of other skin care products.
The most preferred brand for face wash, foundation, cleanser and other
products is of the brand Himalaya followed by unbranded products, Lakme and
Loreal. The least preferred face care product is of the brand Revlon.
65
3.2 HYPOTHESIS TESTING AND METHODOLOGY
CHI SQUARE TEST:
3.2.1 Place of residence and the number of items of cosmetic products

purchased
Number of items of cosmetic purchased

Place of residence Total
1 2-4 Above 4
Race course road 47(31) 84(56) 19(13) 150(100)
HSR layout 27(18) 109(73) 14(9) 150(100)
Magadi road 31(21) 88(57) 31(21) 150(100)
Total 105(23) 281(62) 64(14) 450(100)
Figures in brackets indicate the row percentage
.Source : Primary Data
From table 3.2.1 it can be noted, that a majority (56 percent) of the
respondents residing in Race course road purchase two-four cosmetic products, 31
percent of respondents purchase one item of cosmetics and only 13 percent of
respondents buy above four items of cosmetic products.
In HSR layout 73 percent of the users of cosmetics buy two-four items, 18

percent of the respondents buy one make up products and only 9 percent of
respondents buy above four items of cosmetic products.
In magadi road a majority (57 percent) of cosmetic users purchases two-four items.
Twenty one percent each purchase only one product and above four items of
makeup products.
Table 3.2.1
Place of residence and number of items of cosmetic products

Purchased –Chi -Square analysis
Value df p-value
66
Pearson Chi-Square 17.047 4 0.00
Hypothesis
H0 : There is no significant influence between place of residence and the number
of cosmetics Purchased.In table 4.22 the Chi-Square value is 17.047 and
p value 0.00. Since p value is less than 0.05, the null hypothesis stating that
there is no significant influence between place of residence and the number
of cosmetic products purchased is rejected. Hence it can be stated that there
is significant association between place of residence and the number of
cosmetics purchased. Thus it can be concluded that the respondents residing
in the three areas vary as to the number of cosmetic products they purchase.
3.2.2 The influence of area on the number of items of cosmetic purchased
The impact of urbanization has an influence on the number of cosmetics

purchased. It would be observed that the purchase behaviour may vary according to
the area of residence. With a view to find out the influence of area on the number of
cosmetic purchased the response of the female consumers were analysed using chi-
square
Table 3.2.2
Area and the number of items of cosmetic products purchased

Area Total
1 2-4 Above 4
Urban 44(22) 125(62) 33(16) 202(10)
Semi urban 40(25) 103(64) 17(11) 160(100)
Rural 21(24) 53(60) 14(16) 88(100)
Total 105(23) 281(62) 64(15) 450(100)

Figures in brackets indicate the row percentage. Source :
Primary Data
In table 3.2.2 it can be seen that in urban area, 62 percent of the respondents
purchase 2-4 cosmetic products. While twenty two percent of the respondents buy
67
only one cosmetic product and Sixteen percent of female consumers purchase more
than four products for their make-up.In semi urban areas, 64 percent of the
respondents purchase 2-4 cosmetic products, whereas 25 percent of the respondents
purchase only one product and 11 percent of the cosmetic users purchase more than
four products for their beautification purpose.
In rural area, sixty percent of the respondents purchase two-four products, 24 percent of the female
respondents purchase only one product and 16 percent of consumers buy above four items of
cosmetic products.
Table 3.2.2 CHI SQUARE ANALYSIS
Pearson Chi- Value df p-value
2.851 4 0.58
There is no significant influence between area of residence and the number of cosmetics purchased.
In table 4.24 the Chi-Square value is 2.851 and p value 0.58. Since p value is greater than 0.05, the
null hypothesis stating that there is no significant influence between area of residence and the
number of cosmetic products purchased is accepted. Hence it can be stated that there is no
significant association between area of residence and the number of cosmetics purchased. Thus it
can be concluded that the respondents residing in urban, semi urban and rural areas have similar
opinion as to the number of cosmetic products they purchase
68
69
3.2.3 The influence of age on the number of items of cosmetic purchased
The number of cosmetic purchased may vary according to the age of the
respondents. In order to find out the influence of age on the number of cosmetic
purchased. The response of female consumers were analysed using Chi-Square
a good majority (58 percent) of the respondents who purchase 2-4 cosmetic
products, belongs to the age group 16-25, Twenty six percent of the respondents
falling under the age group 16-25 purchase only one cosmetic product, whereas 16
percent of female consumer purchase above four items of cosmetics.
Age and number of items of cosmetic products purchased
Number of items cosmetic purchased

Age Total
1 2-4 Above 4
16-25 50(26) 113(58) 32(16) 195(100)
26-35 18(18) 67(68) 14(14) 99(100)
36-45 15(16) 69(73) 11(11) 95(100)
46-55 16(31) 29(56) 7(13) 52(100)
Above 55 6(66) 3(34) 0(0) 9(100)
Total 105(23) 281(63) 64(14) 450(100)
Figures in brackets indicate the row percentage.
Regarding the age group 26-35, Sixty eight percent of the respondents
purchase two-four items of cosmetics, where as 18 percent of the consumers
purchase only one cosmetic product and 14 percent of the cosmetic users purchase
above four items of cosmetic products.
The response of cosmetic users of the age group 36-45 indicate that 73
percent of the respondents purchase 2-4 cosmetic products, 16 percent of users
purchase only one item and 11 percent of the respondents purchase more than four
items of cosmetic products.
In the case of female consumers of the age group 46-55, it is imperative that
70
a good majority of 56 percent of the respondents purchase 2-4 items of cosmetics,
whereas 31 percent of females purchase only one product. Only 12 percent of the
respondents purchase above 4 items of cosmetic products.
Regarding the age group above 55, Sixty six percent of the respondents
purchase only one item of cosmetics, whereas 34 percent of the consumers purchase
2-4. None of the respondents purchase above4 items of cosmetic products.
Age and number of items of cosmetic products purchased-Chi Square analysis
Value df p-value
Pearson Chi-Square
19.024 8 0.01
Source :Primary Data
Hypothesis
H0: There is no significant influence between age and the number of cosmetics
Purchased.
In the table 4.26 the Chi-Square value is 19.024 and p value 0.01. Since p
value is less than 0.05, the null hypothesis stating that there is no significant
influence between age of residence and the number of cosmetic products purchased
is rejected. Hence there is significant association between place of residence and the
number of cosmetic products purchased. Thus it can be concluded that the
respondents of different age group vary as to the number of units of cosmetic
products purchased.
71
3.2.4 The influence of Religion on the number of cosmetics purchased
The religion to which the respondents belong may influence the purchase
decision of cosmetic products. The response of female consumers were analysed
using Chi-square test
Religionand the number of items of cosmetic products purchased
Number of items of cosmetics purchased

Religion Total
1 2-4 Above 4
Hindu 58(23) 159(64) 32(13) 249(100)
Muslim 15(19) 52(67) 11(14) 78(100)
Christian 32(26) 70(57) 21(17) 123(100)
Total 105(23) 281(62) 64(14) 450(100)
Figures shown in brackets indicate percentage to row total
Source: primary data
In table 3.2.4 among the consumers belonging to Hindu religion 64 percent

of the respondents purchase 2-4 items of cosmetic products. Twenty three percent of
the consumers purchase one item and 13 percent of consumers purchase above 4
items.
Among the consumers falling under Muslim religion, 57 percent of the respondents
buy 2-4 items of cosmetics. Nineteen percent of the respondents buy one item and
14 percent of the consumers purchase above 4 items of cosmetic products.
Among Christians, 57 percent of respondents buy 2-4 items followed by 26 percent

of consumers buying one items and 17 percent of consumers buying above 4 items of
cosmetic products.
Religion and number of items of cosmetic products purchased-

Chi Square analysis
Value df p-value
Pearson Chi-Square
2.88 4 0.57
Source :Primary Data
72
Hypothesis
H0: There is no significant influence between religion and the number of
cosmetics Purchased.
From the table 3.2.4 it can be noted that the Chi-Square value is 2.880 and p
value is 0.57. Since p value is greater than 0.05. The null hypothesis stating that
there is no significant influence between religion of the respondents and the number
of cosmetic products purchased is accepted. Hence there is no significant association
between religion and the number of cosmetic products purchased. It can be
concluded that the respondents belonging to different religion have similar
behaviour as to the number of cosmetic products they purchase.
73
3.2.5 The influence of marital status on the number of items of cosmetic
products purchased
It is observed that, the marital status of an individual makes them responsible

and matured. This may affect their buying behavior. The response of female
consumers about the influence of marital status on the number of items in cosmetic
purchased were analysed using the Chi-square test .
Marital status and the number of items of cosmetic products purchased
Number of items of cosmetics purchased

Marital status Total
1 2-4 Above 4
Married 53(23) 141(63) 29(14) 223(100)
Unmarried 50(25) 117(59) 32(16) 199(100)
Divorced 2(7) 23(82) 3(11) 28(100)
Total 105(23) 281(62) 64(15) 450
Table 3.2.5 shows that 63 percent of married females purchase 2-4 cosmetic products.
Twenty three percent purchase only one item and 14 percent of the married females
purchase above 4 items of cosmetic products.
Among unmarried respondents, 59 percent buy 2-4 cosmetic products; Twenty five percent
of the respondents buy one cosmetic product and only 16 percent of the consumers buy
above 4 items of cosmetic products.
Among the divorced 62 percent of the respondents buy 2-4 products followed by 10
percent of consumers purchase above 4 and 9 percent purchasing one item of cosmetic
product.
74
Marital status and Number of items of cosmetic products purchased-Chi
Square analysis
Value df p-value
Pearson Chi-Square
6.58 4 0.16
Hypothesis
H0 : There is no significant influence between marital status and the number of
In table the Chi-Square value is 6.58 and p value 0.16. Since p value is
greater than 0.05, the null hypothesis stating that there is no significant influence
between marital status and the number of cosmetic products purchased is accepted.
So there is no significant association between marital status and the number of
cosmetics purchased. Thus it can be concluded that married, unmarried and the
divorced consumer have similar opinion as to the number of cosmetic products
purchased.
75
3.2.6 The influence of Education on the number of items of cosmetic products
purchased
Education has a great influence on the number of cosmetics purchased. The

educated customers are expected to have more knowledge about different cosmetic
products than others. The response of female consumers were analysed using chi
square test
It is evident from the table 3.2.6 that of the undergraduates 57 percent of the
respondents purchase 2-4 items of cosmetic products. Twenty seven percent
purchase only one product and only 16 percent purchase more than four items of
cosmetic products.
The response of graduates indicate that 68 percent of the female consumers

purchase 2-4 items of cosmetic products, 23 percent of the respondents purchase
only one item and 9 percent of consumers purchase above 4 items of cosmetic
products.
Table 3.2.6
Education and the number of items of cosmetic products purchased

Education Total
1 2-4 Above 4
Undergraduate 36(27) 75(57) 21(16) 132(100)
Graduate 41(23) 119(68) 15(9) 175(100)
Postgraduate 20(21) 61(63) 16(16) 97(100)
Professionals 8(17) 26(57) 12(26) 46(100)
Total 105(23) 281(63) 64(14) 450(100)
Figures in parenthesis indicate the row percentage
.Source : Primary Data
Among the post graduate respondents 63 percent of the female consumers purchase
2-4 items of cosmetic products and 21 percent of the respondents purchase only one
76
item of cosmetic product and sixteen percent of the respondents purchase above 4
Of the professionals, 57 percent of the respondents purchase 2-4 items and 26 percent of the
respondents purchase above 4 items of cosmetic products. Only 17 percent of the respondents
purchase one item of cosmetic products
Education and number of cosmetic products purchased-

Chi- Square analysis
Value df p-value
Pearson Chi square
12.77 6 0.04
Source ;Primary Data
Hypothesis
H0: There is no significant influence between education and the number of
It can be seen from the table 3.2.6 the Chi-Square value is 12.77 and p value is 0.04. Since p
value is less than 0.05, the null hypothesis stating that there is no significant influence
between educational qualification and the number of cosmetic products purchased is
rejected. Hence it can be stated that there is significant association between educational
qualification and the number of cosmetics purchased. Thus it can be concluded that the
opinion regarding number of cosmetic items to be purchase vary according to the
educational qualification of the consumers
77
3.2.17 The influence of occupation on the number of items of cosmetic products
purchased
The type of occupation with which the consumers are involved may influence the purchase
of products. In order to find out the influence of occupation and the number of cosmetic
products purchased, the response of female consumers were analysed using chi square test
Table 3.2.7
Occupation and the number of items of cosmetic product purchased

Occupation Total
1 2-4 Above 4
Student 43(23) 88(56) 26(17) 157(100)
Employed 39(19) 139(69) 24(12) 202(100)
Unemployed 23(25) 54(59) 14(16) 91(100)
Total 105(23) 281(63) 64(14) 450(100)
Figures given in brackets indicate percentage.
The table 4.33 indicates that, of the students using cosmetics 56 percent of
the respondents purchase 2-4 products, 23 percent of the cosmetic users purchase
only one cosmetic product and 17 percent of the users purchase above 4 items of
cosmetics.
In the case of employed, 69 percent of the respondents purchase 2-4

products, 19 percent of the users of cosmetic purchase only one product and 12
percent of consumers purchase above four items of cosmetics.
Fifty nine percent of the unemployed respondents purchase 2-4 products, 25
percent of the respondents buy only one item of cosmetic product and 16 percent of
cosmetic users buy above 4 items of cosmetic products
Occupation and number of items of cosmetic products purchased-

Chi Square analysis
78
A STUDY ON THE BEHAVIOUR OF FEMALE CONSUMERS Value df THE COSMETICSp-value
TOWARDS PURCHASE OF
Pearson Chi-Square
6.60 4 0.15
Hypothesis
H0: There is no significant influence between occupation and the number of
items of cosmetic products Purchased.
In the table 4.34 the Chi-Square value is 6.60 and p value 0.15. Since p value is
greater than 0.05, the null hypothesis stating that there is no significant influence
between occupation and the number of cosmetic products purchased is accepted.
Hence there is no significant association between occupation and the number of
cosmetic products purchased. Thus it can be concluded that the students, employed
and unemployed have similar opinion as to the number of cosmetic products
purchased.
79
3.2.18 The influence of monthly income on the number of items of cosmetic
products purchased
The monthly income of an individual is a major determinant in the purchase

decision. In order to find out the influence of monthly income on the number of
cosmetic products purchased, the response of female cosmetic users are analysed
using chi square
In the table 3.2.8 fifty nine percent of the users of cosmetics with an income
below 10000 rupees purchase 2-4 items of cosmetic products monthly. Twenty eight
percent of the respondents purchase only one item of cosmetic products and only 13
percent of the respondents purchase above 4 items of cosmetic products.
Regarding the income group of 10001-30000, sixty four percent of the

respondents buy 2-4 items of cosmetic products, while 22 percent of the respondents
purchase one item of cosmetic products. Fourteen percent of the respondents
purchase above 4 items of cosmetics
Table 3.2.8
Monthly income and the number of items of cosmetic products purchased
Number of of items of cosmetics purchased

Monthly income Total
1 2-4 Above 4
Below 10000 50(28) 105(59) 23(13) 178(100)
10001-30000 43(22) 129(64) 27(14) 199(100)

30001-50000 9(16) 38(68) 9(16) 56(100)
80
Above 50000 3(18) 9(53) 5(29) 17(100)
Total 105(23) 281(63) 64(14) 450(100)
Figures in parenthesis indicate the row percentage.
Hypothesis
H0: There is no significant influence between Monthly income and the number of
Of the cosmetic users earning an income above 30001 and below 50000, sixty eight
percent of the consumers buy 2-4 items of cosmetic products and 16 percent each of the
respondents purchase one item and above 4 items of cosmetic product for their make-up.
Sixty eight percent of the female respondents with an income above 30001 but below 50000
purchase 2-4 items of makeup products and 16 percent of the respondents purchase one
product and above 4 items of cosmetic products.
Fifty three percent of the users of cosmetics with monthly income above 50000
purchase 2-4 items of cosmetics for their beautification. Twenty nine percent of the users
purchase more than four items of cosmetic products and 18 percent of consumers buy and
use only one item of cosmetic product.
Table 3.2.8
Monthly income and number of items of cosmetic products purchased -Chi-Square analysis
Value df p-value
Pearson Chi-Square
7.68 4 0.26
In the table 4.36 the Chi-Square value is 7.68 and p value 0.26. Since p value
is greater than 0.05. The null hypothesis stating that there is no significant
association between monthly income and the number of cosmetic products
purchased is accepted. So there is no significant association between monthly
income and the number of cosmetics purchased. Thus it can be concluded that the
respondents drawing different income have similar opinion as to the number of
cosmetic products purchased.
81
3.2.9 The influence of Family type on the number of cosmetics purchased
The number of members in a family may influence in the purchase of cosmetics. In order to
find out the influence of the family type and the number of cosmetic purchased the
responses of the female consumers were analysed using chi square test
Table 3.2.9
Family type and the number of items of cosmetic products purchased
Number of cosmetic purchased

Family type Total
1 2-4 Above 4
Nuclear 68(22) 195(64) 41(14) 304(100)
Extended 21(27) 42(54) 15(19) 78(100)
Joint family 16(23) 44(65) 8(12) 68(100)
Total 105(23) 281(63) 64(14) 450(100)
It is understood from the table 3.2.9 of the nuclear family a good

majority(64 percent) of the respondents purchase 2-4 types of cosmetic products.
Twenty two percent of the users purchase one item of cosmetic product and only 14
percent of consumers purchase above 4 items of cosmetic products
82
In the case of extended family 54 percent of respondents purchase 2-4 items
of cosmetic products. Of the 78 respondents 54 percent of cosmetic users come from
extended family purchase two-four cosmetic products. Twenty seven percent of the
respondents buy one product and 19 percent of the consumers purchase above 4
items of cosmetic products. Twenty seven percent of consumers buy one item of
cosmetic product and 19 percent of consumers purchase above 4 items.
In the case of joint family, 65 percent of the respondents purchase 2-4 items of
cosmetic products, 23 percent of consumers buy only one item and the rest 12
percent of the respondents purchase above 4 items of cosmetic products
Table 3.2.9
Family type and number of items of cosmetic products purchase -

Chi-Square analysis
Value df p-value
Pearson Chi-Square
3.45 4 0.48
Hypothesis
H0: There is no significant influence of Family type on the number of cosmetic Products purchased.
Chi-square test is used to find whether there is any the significant influence between family type of
the respondents and the number of items of cosmetic products purchased. The Chi-Square value is
3.453 and p value (0.485). Since p value is greater than 0.05, the null hypothesis stating that there is
no significant association between family type and the number of cosmetic products purchased is
accepted. Hence it is stated that there is no significant association between family type and the
number of cosmetics purchased. Thus it can be concluded that the respondent with different family
type have similar opinion as to the number of cosmetic products they purchase.
83
3.2.10 The influence of Family size on the number of cosmetics purchased
The number of members in a family may affect the purchase decision of a consumer in the
purchase of cosmetic products. The response of female consumers about the influence of
family size in the number of items of cosmetic products purchased is analysed using Chi-
square test .
Table 3.2.10
Family size and the number of cosmetics purchased
Number of cosmetic purchased

Family size Total
1 2-4 above 4
Single member 14(47) 12(40) 4(13) 30(100)
One-three 37(26) 86(59) 22(15) 145(100)
Four –six 46(19) 167(68) 33(13) 246(100)

Above six 8(28) 16(55) 5(17) 29(100)
Total 105(23) 281(63) 64(14) 450(100)

Figures in parenthesis indicate the row percentage.
It can be seen from the table 4.39 that, of the single member family 47
percent of the female respondents purchase one item of cosmetic products. Forty
percent of cosmetic users buy 2-4 items and 13 percent of consumers buy above 4
In the case of family with 1-3 members, 59 percent of the respondents buy 2-
84
4 items of cosmetic products and 26 percent of the users of cosmetics purchase one
item of cosmetic products. Fifteen percent of female consumers buy above 4 items
of cosmetic products.
Regarding 4-6 member family size, 68 percent of the respondents buy 2-4
items followed by 19 percent buying one item and 13 percent buying above 4 items
of cosmetic products.In the case of above 6 member family 55 percent of the
respondents buy 2-4 items followed by 28 percent buying one item and 17 percent
buying above 4 items of cosmetic products.
Table 3.2.10
Family Size and number of items of cosmetic products
purchased – Chi-Square analysis
Value df p-value
Pearson Chi-Square
14.25 6 0.02
Source Primary data
Hypothesis
H0 : There is no significant influence Family size onthe number of cosmetics
purchased
The Chi-Square analysis given in the table 4.40, gives a Chi Square Value of
14.25 and p value of 0.027. Since p value is less than 0.05, the null hypothesis
stating that there is no significant influence between family size and the number of
cosmetic products purchased is rejected. Hence there is significant association
between family size and the number of cosmetics purchased. Thus it can be
concluded that the respondents belonging to the different family size vary as to the
number of cosmetic products purchased.
85
3.2.11 The influence of Skin type on the number of items of cosmetic
products purchased
The type of skin of the consumers may also influence buying behaviour of
cosmetics. The response of the female consumers about the type of skin and the
number of items of the cosmetic product purchased were analysed using the chi
square test
Table 3.2.11
Skin type and the number of items of cosmetic products purchased
Number of items of cosmetic product

Skin type Total
1 2-4 above 4
Oily 25(22) 72(62) 18(16) 115(100)
Normal 61(26) 146(62) 29(12) 236(100)
Dry 14(19) 45(60) 16(21) 75(100)
Sensitive 5(21) 18(75) 1(4) 24(100)
Total 105(23) 281(63) 64(14) 450(100)
Figures in Brackets indicate the row percentage. Source:
Primary Data
In table 3.2.11 a good majority (62 percent) of female consumers with oily
complexion purchase 2-4 items of cosmetics. Twenty two percent of the respondents
purchase only one item and 16 percent of consumer purchase above 4 items of
cosmetics.
Of the female consumers with normal skin, 62 percent of the respondents

purchase 2-4 products and 26 percent of the respondents purchase only one item.
Only 12 percent of the respondents purchase above 4 items of cosmetics.
Sixty percent of the respondents with dry skin purchase 2-4 cosmetic
products. 21 percent of consumers purchase above 4 items. Nineteen percent of the
consumers buy and use one item of cosmetic product.
Among the consumers with sensitive skin, 75 percent females purchase 2-4
items, and twenty one percent of the respondents purchase one item of cosmetic
product and 4 percent of consumers purchase above 4 items of cosmetics.
86
Table 3.2.11
Skin type and the number of cosmetic products purchased - chi-square analysis
Value df p-value
Pearson Chi-Square
14.25 6 0.02
Hypothesis
H0: There is significant influence on the skin type and the number of cosmetics
purchased
The analysis using Chi Square is given in table 3.2.11 gives a chi square value
14.25 and p value 0.027. Since p value is less than 0.05, the null hypothesis stating
that there is no significant association between skin type and the number of cosmetic
products purchased is rejected. Hence there is significant association between skin
type and the number of cosmetics purchased. Thus it can be concluded that the
respondents with different skin type vary as to the number of cosmetic products they
purchased.
87
3.3 Data interpretation:
Data interpretation is the process of reviewing data through some predefined processes
which will help assign some meaning to the data and arrive at a relevant conclusion. It
involves taking the result of data analysis, making inferences on the relations studied, and
using them to conclude. . Data interpretation and analysis are fast becoming more valuable
with the prominence of digital communication, which is responsible for a large amount of
data being churned out daily. This will help assign some meaning to the data and arrive at a
relevant conclusion. It involves taking the result of data analysis, making inferences on the
relations studied, and using them to conclude.
Based on the research we conducted the behaviour of female towards purchase of cosmetics
shows positive impact
88
CHAPTER 4 : FINDINGS AND RECOMMENDATIONS
89
4.1 RESEARCH OUTCOMES AND FINDINGS:
 The majority (43 percent) of respondents who use cosmetics are the 16-25 age group,
followed by the age group 26-35, 36-45, 46-55 and above
 Fifty-six percent of respondent women buy and use cosmetics are members of the Hindu
religion, followed by Christians (27 percent) and Muslims(17 percent).
 Of the women who use cosmetics, 45 percent are urban users, 35 percent of users live in an
urban area and the other 20 percent users come from rural areas.
 Among the respondents, 50 percent of cosmetic users are married, 44 percent of the
cosmetic users are unmarried and the rest 6 percent of the consumers are divorced
 Among users of cosmetics, 44 percent of the respondents are employed, 35 percent of the
users are Students, and the rest 21 Percent of the consumers are unemployed.
 Thirty-nine percent of cosmetic users have a degree, 29 percent of students women who
responded are under graduation, 22 percent who responded are postgraduates and rest 10%
of respondents specialized.
 The majority (45 percent) of respondents buy and use cosmetics they come from a group of
income from 10001- 30000.
 The majority (68%) of Cosmetic users come from the Nuclear family,followed by extended
family (17 percent) and joint family (15 percent).
 Fifty-five percent of cosmetics users come from family with four to six family members, 32
percent of users come from family 1/3rd female members and 7 percent of users are single
member in family and rest 6 percent of users belong to family size above six female
members.
 A majority of female respondents who purchase and use cosmetics are with normal skin
(52percent). Twenty six percent are with oily skin. Seventeen percent have dry skin and 5
percent of cosmetic users are with sensitive skin.
 63 percent of the female respondents buy and use 2-4 types of cosmetic products, 23percent
of users usually purchase one item and the rest 1 percent of female respondents tends to use
above four items.
 A majority (68 percent) of respondents do not keep a separate budget, 19 percent of the
respondents keep separate budget and 13 percent of respondents are found keeping budget
occasionally.
90
 40% of the female respondents are daily users of cosmetics, 34 of consumers use cosmetics
only on special occasions, 20 percent of respondents are using cosmetics rarely and 6
percent of the respondents never use cosmetics.
 Forty percent of the female respondents purchase cosmetic products from Consumer Stores,
29 percent of respondents purchase it from Supermarkets, 25 percent from malls, only 4
percent of the respondents buy cosmetics from beauty parlors, and a meager percent (1
percent) buy the products online.
 A Majority (51 percent) of the respondents spend an amount ranging from 501-1500 for the
purchase of cosmetic products on a monthly basis, 31 percent spend less than 500. Only 13
percent of the respondents spend an amount ranging from 1501-3000 per month and the rest
5 percent spend an amount of rupees 3000 and above
 Of the female consumers, 59 Percent of them buy the cosmetic products using their Family
income, 39 percent of the respondents buy the cosmetic product using their individual
income and only 2 Percent of females buy cosmetics using the income received from other s
 The most preferred brand among the lip care product is Lakme and the least preferred brand
is Himalaya.
 Among the lip products the most preferred product is lip stick followed by lip gloss, lip liner
and other lip care products.
 With regard to the eye care products the most preferred brand is Lakme, and the least
preferred is Himalaya.
 Among the eye care products the most preferred product is eyeliner followed by mascara,
eye brow pencil and the least preferred is the other eye care products.
 Regarding the nail care products, the most preferred brand is Lakme.
 The most preferred skin care cosmetic product is face wash followed by foundation cream
and cleanser.
4.2 RECOMMENDATIONS:
3 As the type of cosmetic products purchased differ according to the demographic factors,
the cosmetic products can be placed in different segments in the consumer stores and
malls.
4 Since the number of cosmetic users in rural areas is found lesser than that of the urban
areas, marketing awareness programmes regarding cosmetic products can be conducted
at selected rural areas by distributing free samples.
91
5 Since the socio-economic factors such as age, income, area, occupation, family size and
family type are found influencing the buying decision the manufacturers may conduct
surveys among the consumers to understand their preference and attitude towards the
purchase of cosmetic products.
6 As the preference of consumers towards cosmetics products keep changing from time to
time with regard to colour, fragrance and packing, the manufacturers need to know the
changes in trends through marketing survey in major cities.
4.3 LIMITATIONS OF THE STUDY:
 The study is not free from limitations. The main limitation of the study is that it deals
with the qualitative aspects of human behavior which cannot be exactly quantified. In
addition to this, the study is subject to the following limitations:
 The study could not learn the inner psychological characteristic of the users of cosmetics
clearly.
 The study could not quantify the opinion of the respondents.
 The consumers hesitated to give the actual information regarding the use of cosmetics
 Only a few selected manufacturers of cosmetic products were considered for the study.
 The term cosmetics include herbal products also but in the present research, only one
brand of herbal product was included
4.4 CONCLUSION:
The female behavior is complex and dynamic as the aspirations of every female community are to
look beautiful and attractive. The cosmetic is considered as a powerful weapon which the women
feel would transform their normal looks to an attractive and a presentable one. It is believed that
beauty products promote a sense of emotional well being of the women. Women adorn themselves
with cosmetic products like lip care, eye care, nail care and skin care products. They find
themselves incomplete without these artificial beautification items. The cosmetic products in the
present era have moved from luxury category to most essential category. Hence, the marketers of
cosmetic products have to be vigilant and should be able to realise the needs of the present day
cosmetic users. They should be thoroughly studied about their behaviour towards the purchase and
use of cosmetics. The different socio- economic factors like income, age, education were found
influencing the buying decision of cosmetic consumers. Women as of today are better educated,
employed, financially stable, have a greater mobility and have decision making ability. It could be
observed that women purchase and use cosmetics with different reasons. Apart from being used as a
product which make them beautiful and presentable, women believe that the use of cosmetics
would help them in building confidence
92
4.5 SCOPE FOR FUTURE RESEARCH:
Suggested Areas for Future Research:
 There is shift in the attitude from the use of chemical cosmetics to organic cosmetics, study
on the behaviour of females in purchase of organic cosmetic products may be attempted.
 A study on the Attitude of men towards the usage of cosmetics can be attempted. 3 In the
present study only few types of cosmetics such as Lip care, Eye care, Nail Care and Skin
care products are considered. As there are variety of cosmetic products available, a separate
study can be attempted.
 A study on the brand preference among the teenagers in the new era towards cosmetic
purchase can be attempted.
93
BIBILOGRAPHY
BOOKS:
 Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
 Balsam, M. S. (1957). Cosmetics: science and technology(Vol. 1). John Wiley & Sons
JOURNAL:
 "cosmetic definition of cosmetic by the Free Online Dictionay, Thesaurus and Encyclopedia.."
Dictionary, Encyclopedia and Thesaurus
 Babamiri, M.,(2011). Psychological and sociological factors influencing 335 cosmetics use by
female univesity students
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A STUDY ON THE BEHAVIOUR OF FEMALE CONSUMERS

TOWARDS PURCHASE OF THE COSMETICS

Master Thesis Research Report submitted in partial fulfilment of the award of

ERAGAM JEEVANA SOWJANYA

Under the Guidance of

DR .VIJAYA LAKSHMI MAM

Associate Professor, CMS Business School

No.17, Seshadri Rd, Gandhi Nagar, Bengaluru, Karnataka

560009Phone: 080 4684 0400

ERAGAM JEEVANA SOWJANYA

Place: Bangalore Dr.

I hereby declare that this Research Project Report on A study on behaviour

Eragam jeevana sowjanya

I wish to take this opportunity to express my gratitude to each one who

I am very glad to express my gratitude to Dr. HAROLD PATRICK, Dean,

I would like to extend my gratitude to my internal guide Dr.Shruti D Naik

ERAGAM JEEVANA SOWJANYA

CHAPTER 1 : INTRODUCTION AND REVIEW OF LITERATURE 8

INTRODUCTION AND LITERATURE REVIEW

1.1 RATIONALE FOR MOTIVATION:

1.2 STATEMENT OF THE RESEARCH PROBLEM

1.3 REVIEW OF LITERATURE

 Research on the reasons for the purchase and use of cosmetics

 Research related to factors influencing the purchase of cosmetic products

1.4 IDENTIFICATION OF RESEARCH GAP:

2.2 RESEARCH OBJECTIVES:

 Population for the study

2.5 Method of Sampling:

3.1 Region and category wise distribution of sample respondents

HSR layout 54 65 31 150

Magadi road 83 44 23 150

Total 202 160 88 450

Tools for analysis

Tools used Purpose

Part I – The Behaviour of females in the purchase of cosmetics.

Part II – The Reasons for the purchase of cosmetics.

Part I - Behaviour of females in the purchase of cosmetics

The females represent the single largest consumer group of cosmetic

Step 1 - Classification of cosmetic users on the basis of demographic factors.

Age wise classification of respondents

Total 450 100

Number of respondents Frequency percentage

Cosmetic users – Religion wise

Religion Number of Percentage

Number of respondents Percentage

Table 3.1.3 Cosmetic users – Areawise

Source: Primary Data

Number of respondents Percentage

Marital status Number of the Respondents Percentage

Number of the Respondents Percentage

Occupation determines the purchasing power of the respondents. It provides

Occupation Number of respondents Percentage

Number of respondents Percentage

Users of cosmetics – Education wise

Education Number of respondents Percentage

Source: Primary Data

Number of respondents Percentage

In most of the consumer related studies income is a major determinant which