A

SUMMER INTERNSHIP PROJECT REPORT

On

“A study on consumer buying behavior towards Beauty & Personal care products”

A report submitted in partial fulfillment of the requirements for the award of

the Diploma of”

Post Graduate in
Management In

Retail
Management
Submitted By:

Himanshu
Bamoriya

21RM925

Under the
Supervision of
Prof. Veenu
Sharma

Approved by AICTE, Accredited by NBA (AICTE) & NAAC (UGC),

Plot Number 5, Knowledge Park 2, NCR, Greater Noida, Uttar Pradesh-
201306
 INDEX

Contents
“A study on consumer buying behavior towards Beauty & Personal care products” ................................. 1
INDEX ...................................................................................................................................................... 2
SUMMER PROJECT CERTIFICATE .............................................................................................................. 4
LETTER OF TRANSMITTAL ....................................................................................................................... 5
LETTER OF AUTHORIZATION................................................................................................................... 6
ACKNOWLEDGMENT ............................................................................................................................... 7
EXECUTIVE SUMMARY ............................................................................................................................. 8
ABOUT THE COMPANY .......................................................................................................................................................... 10
DABUR INDIA LTD ............................................................................................................................ 10
new U .................................................................................................................................................... 11
BEAUTY & PERSONAL CARE PRODUCTS CATEGORY IN new U STORES .................................................... 12
SWOT ANALYSIS .................................................................................................................................... 13
ABOUT THE INDUSTRY ........................................................................................................................... 14
Major Companies of Personal Care Sector Company .......................................................................... 14
Market size ........................................................................................................................................ 15
Global Personal Care Market ............................................................................................................. 15
Indian Personal Care Market .............................................................................................................. 16
Online Beauty and personal care market ........................................................................................... 16
Market segmentation ........................................................................................................................ 16
ABOUT THE ASSIGNED TOPIC ................................................................................................................. 17
LITERATURE REVIEW.............................................................................................................................. 18
OBJECTIVES ........................................................................................................................................... 20
SCOPE OF THE STUDY ........................................................................................................................ 20
PROBLEM IDENTIFICATION ................................................................................................................ 20
PROBLEM OF new U ENTERPRISE ................................................................................................... 20
RATIONALE OF THE STUDY ................................................................................................................. 21

2
RESEARCH METHODOLOGY ................................................................................................................... 22
Area of the study ............................................................................................................................... 22
Tools for an analysis........................................................................................................................... 22
STORE VISIT ........................................................................................................................................... 22
AGE-WISE DESCRIPTION ........................................................................................................................ 24
GENDER................................................................................................................................................. 25
BRANDS PREFERRED BY THE RESPONDENT ............................................................................................ 26
MONTHLY INCOME DISTRIBUTION OF RESPONDENTS ............................................................................ 27
OCCUPATION OF THE RESPONDENT....................................................................................................... 28
THE AMOUNT SPENT BY THE RESPONDENT ON BEAUTY & PERSONAL CARE PRODUCTS IN A MONTH.... 29
BRAND LOYALTY CHECK OF THE RESPONDENT ....................................................................................... 30
AWARENESS OF JAQULINE BRAND AMONG RESPONDENT ..................................................................... 31
PLACE FROM WHERE FROM WHERE RESPONDENTS LIKE TO BUY THE PRODUCT .................................... 32
REASONS OF RESPONDENTS FOR USING ................................................................................................ 33
BEAUTY AND PERSONAL CARE PRODUCTS ............................................................................................. 33
THE DIFFERENT ATTRIBUTES RESPONDENT ARE FOCUSING ON WHILE SEEING ADVERTISEMENTS FOR
BEAUTY & PERSONAL CARE IN VARIOUS MEDIA .................................................................................... 34
FACTOR THAT INFLUENCES RESPONDENTS IN SELECTING A PARTICULAR BRAND/BRANDS OF BEAUTY &
PERSONAL CARE PRODUCT ................................................................................................................... 35
THE WAY RESPONDENTS GET TO KNOW ABOUT THE BRAND THEY ARE USING....................................... 36
THE DIFFERENT SITE/SITES RESPONDENT ARE USING FOR ORDERING THE PRODUCTS ONLINE ............... 37
THE HIGHLY RATED BRAND WHICH IS USED BY THE RESPONDENT.......................................................... 38
SUGGESTION BY RESPONDENT TO THE BRAND ...................................................................................... 39
CONCLUSION ......................................................................................................................................... 40
SUGGESTIONS AND RECOMMENDATIONS TO THE NEW U ENTERPRISE BASED ON THE SURVEY ............. 41
LEARNINGS............................................................................................................................................ 43
REFERENCES .......................................................................................................................................... 44
QUESTIONNAIRE.................................................................................................................................... 45
PLAGIARISM REPORT .................................................................................. Error! Bookmark not defined.

3
 “SUMMER PROJECT CERTIFICATE”

This is to certify that Mr. Himanshu Bamoriya, Roll No. 21RM925, a student of PGDM -
Retail Management 2021-2023, has worked on a summer project titled “A study on consumer
buying behavior towards beauty & personal care products” at “new U, Dabur India Ltd. ”
after Trimester-III in partial fulfillment of the requirement for the Post Graduate Diploma in
Management program. This is her original work to the best of my knowledge.

Date:
Signature

BIMTECH Seal Name of Faculty Mentor-

(Prof. Veenu Sharma)

4
 LETTER OF TRANSMITTAL

Mr. Megh Singh,

Dabur Ln, Kaushambi, Green building

Ghaziabad, Uttar Pradesh 201012

Dear Sir,

Re: Summer Project Report

Submitted my internship report on “A study on consumer buying behavior towards Beauty &
Personal care products” This I am presenting in order to officially conclude my two-month
summer assignment with your company. This report, which I created utilising best practises and
describes the work done on the project, is being submitted as part of the prerequisites for the
graduation.

I'd like to express my gratitude for giving me this opportunity to learn so much from senior
executive planning. Learning from the best people provides one the best knowledge is indeed
true, as I got to learn so much from you. My whole experience with the organization was
excellent, and it provided me with valuable insight into how work is done in practice with the
assistance of you an industry expert from a prestigious organization. I am pleased to have been
allowed to work with the new U, Dabur India ltd., a reputable company.

I hope I did the project well and contributed some value to the company.

Your suggestions/feedback would be appreciated.

Yours Faithfully ,

Himanshu Bamoriya

5
 LETTER OF AUTHORIZATION

I, Himanshu Bamoriya, a student of Birla Institute of Management Technology (BIMTECH),

hereby declare that I have worked on a project titled “A study on consumer buying behavior
beauty and personal care products” during my summer internship at “new U, H&B, Dabur
India Ltd.”, in partial fulfillment of the requirement for the Post Graduate Diploma in
Management program.

To the best of my knowledge, and underwritten by me, my research is true and unique in all
aspects of the procedures used during the project's duration.

My learning experience at new U, H&B, Dabur India Ltd.”, under the guidance of Mr. Megh
Singh, Head of buying and merchandising, and Prof. Veenu Sharma, Professor BIMTECH, has
been truly enriching.

Date: 20/07/2022 Himanshu Bamoriya

6
 ACKNOWLEDGMENT

The success of any company has always depended on variables like preference, inspiration, and
motivation. I'd want to express my appreciation to the new U, Dabur India ltd. for giving me the
chance to produce this project report and for me the opportunity for learning and professional
growth. They provided consistent support and coordination that made it feasible.

I'd want to express my heartfelt gratitude to Mr. Chandra Ganesh for accepting me as a summer
intern. It gives me great pleasure to convey my heartfelt gratitude to my valued mentor, Mr.
Megh Singh who, despite his busy schedule, guided me with tremendous energy and zeal in the
proper way and helped me to learn and explore more about the backend operations. Mr. Megh
Singh also provided me with an insight into planning with his exceptional expertise on this
subject. I would also like to thank Sir Sanat soni, store manager, of the new U Logix mall,
Noida. He helped me understand the on-store operations and planning. I would also like to
express my gratitude to Mr. Jasvinder mam for helping me get this opportunity by guiding me
through the whole process. Throughout the endeavor, I am grateful for their ongoing inspiration
and guidance.

I'd also want to thank Prof. Veenu Sharma my BIMTECH faculty mentor, for her helpful
recommendations, for sharing her considerable business expertise, and for assisting me in
creating the exact specifications.

I am grateful to the Birla Institute of Management Technology, Greater Noida for allowing me to
participate in this program. I also want to convey my gratitude to my parents and other family
members who have always been morally and financially supportive of my endeavors. Finally, I'd
like to show my gratitude to all of my friends who helped me finish my project report, whether
directly or indirectly.

7
 EXECUTIVE SUMMARY

Understanding the success of corporate organisations depends on customer behaviour. In order

to forecast future trends, marketing professionals are continually monitoring the patterns of
consumer behaviour and purchasing choices. It is possible to define consumer behaviour as the
study of what, when, how, and why consumers make purchases. Consumer conduct may be
described as: "the thought process and physical action people do while deciding whether to
purchase, use, or dispose of products and services. These days, the following example may also
be used to explain this phenomenon: "activities individuals engage in when they acquire, use,
and discard goods and service.

High-performing firms typically rely on a reliable surveys and historical data for forecasting.
Nevertheless, the difficulty of demand forecasting varies considerably depending on the
company and sector. Long replenishment lead time, short selling seasons, and almost
unpredictable demand define items in beauty & personal care, resulting in incorrect projections.
All of these characteristics make predicting demand especially difficult. It the importance of
understanding that beauty & personal care marketplaces are complicated open systems with high
degrees of ‘chaos.' In such circumstances, managerial resources could be better spent creating
methods and structures that allow goods to be conceived, made, and delivered in real-time.

The objective of this project “A study on consumer buying behavior towards Beauty & Personal
care products” is to analyze the know-how of the different consumers which helps the store to
work on the right B2B buying of brands and proper merchandising of new U store. This not only
helps in optimum utilization of resources but also help the store to grow rapidly across the
country in term of revenue as well as brand loyalty.

Using the Survey approach will help in projecting sales shares brand-wise as well as store-wise.
The survey analysis approach is distinct from the casual approach as they are based only on
people's perceptions of facts and do not involve any random judgment or opinions. This means
that consumer gives their review of the previous experience for a future purpose or event. The
company does not have to assume randomly from the consumer's side or we can say that it’s a
consumer-oriented technique.

Using the historic data provided by the new U data team regarding the quantity which the store
needs to fulfill its consumer demand to eradicate the situation of loss of opportunity sales. This
data helps to classify the stores into various categories based on the sales done by each

8
store region-wise. This project deals with forecasting based on excel analysis and calculations to
reach the relevant conclusions and make it easier for a planner to estimate and forecast the sales
data using relevant past data and mathematical conclusions.

Store visit again provided some clarity on the types of brand product the company have and the
quantity each can withhold without compromising the visual merchandising factor to maximize
sales and profits by putting the right quantity on store and the on-store planning needed to do the
same.

9
CHAPTER-I
ABOUT THE COMPANY

DABUR INDIA LTD.

Dabur India, founded in 1884 by Dr. S.K. Burman, is one of the nation's most reputable
FMCG businesses. It offers more than 250 goods in its portfolio and more than 130 years of
experience. To keep its market, the corporation underwent many strategic modifications. With
such a broad range of products, Dabur has to maintain operational effectiveness. In 1986, Dabur
became a Public Ltd business. Products for personal care, health care, home care, and food were
all included in the product portfolio. It also sells healthcare items with an Ayurvedic foundation.
It markets its goods both domestically and internationally. The company's present headquarters
are in Ghaziabad, India's Uttar Pradesh.

The company's corporate headquarters are in Ghaziabad, Uttar Pradesh. Dabur, which offers over
250 Ayurvedic or Herbal Products, is currently the third-largest FMCG company in India and the
world leader in Ayurveda. With more than 6.5 million retailers nationwide, Dabur's distribution
network is likewise broadly distributed. It operates 20 cutting-edge manufacturing plants across
the world.

10
 new U

The success of corporate organisations depends on customer behaviour. In order to forecast

future trends, marketing professionals are continually monitoring the patterns of consumer
behaviour and purchasing choices. It is possible to define consumer behaviour as the study of
what, when, how, and why consumers make purchases. Consumer conduct may be described as:
"the thought process and physical action people do while deciding whether to purchase, use, or
dispose of products and services. These days, the following example may also be used to explain
this phenomenon: "activities individuals engage in when they acquire, use, and discard goods
and services.

By bringing items right to your house and assisting you in your makeover adventure, it serves
as a beauty buddy and aims to make your life more fascinating.

new U holds a strong grip in the retail sector as well with a presence of 84 stores across India
covering 36 cities. This enables them to service their offline clients and meet their demands for
personal care and cosmetics.

11
 BEAUTY & PERSONAL CARE PRODUCTS
CATEGORY IN new U STORES

HAIR SKIN BATH ORAL DEODORANTS COSMETI

CARE CARE AND CARE AND CS
PRODUCT PRODUCT SHOWER ANTIPERSPIRAN
S S TS
Shampoo Disposabl Shower Toothbrushe Mist (Unisex) Face
(Unisex) e mask Gels s and
Replacemen
ts

Condition Moisturiz Soaps Toothpaste Perfume (Unisex) Eyes

er er
(Unisex)
Hair Oil Sun care Bath Mouthwash Deodorants Tools &
(Unisex) salts es and (Unisex) Brushes
Rinses
Hair Masks Feminine Other Oral - Nails
styling hygiene Care
and Products
coloring
products
(Unisex)
Other hair Serum - - - Lips
care
products
(Unisex)
- Eye and - - - -
Lip care
- Hands - - - -
and feet

12
 SWOT ANALYSIS

STRENGTH WEAKNESS OPPORTUNITY THREAT

 Huge store and  When compared  There is
franchisee to major players, tremendous  The beauty and
network of 83+ advertising is less opportunity for personal care
stores in India alluring and growth given the sector is
effective. growing incredibly
 A large product popularity of competitive, with
selection of more  The high cost of natural and new brands
than 1,200 items the goods environmentally appearing every
and a tradition of prevents the friendly day. Some
ongoing poorer classes products. businesses are
innovation from purchasing offering natural
them.  Increasing the items created to
 A welcoming pace of store meet the
environment and numbers results demands of the
well-designed in more people client and might
retail layout draw visiting the pose a significant
customers in. stores. threat to
competing
 Due to its brands.
involvement in
several charitable  An economic
endeavours, it downturn can
has a strong hamper sales
brand value and
is regarded as a  Availability of
socially conscious cheaper products
business.

 Very good
supplier network.
Sources products
through different
brands.

13
 ABOUT THE INDUSTRY

Over the past two decades, the cosmetic and personal care industry in India has grown quickly.
India's selection of cosmetic and beauty products has greatly expanded during that time.
Competitors in India have started producing goods to meet global demand. Indian herbal
cosmetics and personal care products are in high demand abroad, and many of the cosmetic and
personal care goods that are produced there today are provided to foreign distributors of branded
cosmetic and personal care goods, such as the Baby store. According to recent data, the cosmetic
and personal care goods sector in India is expanding at an average pace of over 20% yearly.
There are two key causes for this growth. The first is a growth in the demand for low-cost Indian
items, and the second is an increase in the typical Indian's purchasing power. The rise in demand
for cosmetics in particular has a number of causes as well. The ordinary Indian consumer is
continuously inundated with commercials and information on new cosmetic and personal care
goods thanks to the advent of satellite television, a large variety of television channels, and the
internet, which frequently results in the urge to buy them. The heightened concern of Indians for
their looks has been connected to a rise in the country's fashion sector, which has in turn helped
drive up demand for cosmetics. Despite the enormous increase in popularity of cosmetic and
personal care goods, studies reveal that ordinary Indian consumers spend far less on these items
than consumers from any other region of the world. This suggests that there is much more room
for expansion in the cosmetic and personal care sector in India.

Major Companies of Personal Care Sector Company :

 L’Oreal
 Procter & Gamble
 Hindustan Unilever
 Estee Lauder
 Shiseido
 Colgate-Palmolive
 Johnson & Johnson
 Sugar cosmetics
 Nykaa
 Colorbar.
 Maybelline.
 Lotus.
 Biotique.
 Mamaearth.
 Lakme

14
Market size

Since nations closed their borders or tightened trade restrictions during the lockdown, supply
chain disruptions, particularly in the beauty and personal care industries, were a significant issue
for the producers during the COVID-19 scenario. Exporters and manufacturers had to contend
with intense rivalry as a result. Lockdowns and shop closings that followed, as well as people's
social isolation behaviours and avoidance of meetings and outings, resulted in a decline in on-
premise sales at supermarkets and convenience stores. However, sales through online retail
channels were primarily responsible for the market penetration.

Global Personal Care Market

From 2021 to 2026, the market for personal care and beauty goods, which was valued at USD
434.85 billion in 2020, is expected to expand at a CAGR of 4.35 percent.

The worldwide market for personal care is expected to grow dramatically over the next years as
a result of consumers' rising disposable income and capacity to buy upmarket beauty and
personal care goods. Although the market for women's beauty and personal care products and
commodities is sizable, the introduction of the men's grooming product line has greatly
accelerated the sector's growth.

Additionally, it is projected that the development of innovative and fresh goods in the women's
line, such as cosmeceutical and multifunctional products, would increase sales of beauty and
personal care products in the approaching years. To satisfy specific client needs, manufacturers
have flooded the market with customised hair and skin products. The market is also expected to
benefit from promotional offers, advertising, and media exposure. Market expansion in emerging
nations is anticipated to be supported in the medium term by factors including increased
consumer purchasing power, a proliferation of international brands, and rapid urbanisation.

15
Indian Personal Care Market

The beauty and personal care industry is one of the consumer goods segments in India with the
fastest growth rate and the biggest opportunities for foreign companies. The personal care and
cosmetics beauty sector has continued to see significant development thanks to increasing shelf
space in India's retail stores and boutiques providing cosmetics from all over the world. Size and
Domestic Market Development Trends The market for cosmetics and beauty goods in India has
been steadily growing recently.”

“Its five primary subcategories are colour cosmetics, body care, face care, hair care, and hand
care. The personal care and beauty (BPC) industry in India is thought to be worth USD 8 billion.
In India, the amount spent per person on personal care and cosmetics is increasing along with the
GDP of the nation.

Online Beauty and personal care market

International and local brands compete in India's market for personal care and beauty products.
The online beauty and personal care market had a value of 91 billion Indian rupees. The
epidemic has forced producers in the online personal care market to adapt by better preparing
themselves to meet rising customer expectations. In order to flourish in the personal care market,
businesses must create tactics that appeal to consumers.

Market segmentation

Due to shifting lifestyles and more knowledge, the beauty and personal care business has
experienced substantial growth. The market sector comprises of bath and shower goods,
cosmetics and makeup, oral care, cosmetics and skin care, and cosmetic instruments. In the
upcoming years, the market is anticipated to see growth due to the rising popularity of DIY and
herbal cosmetics. is fueling expansion, and the market is anticipated to expand in the years to
come. Because they are more suited to Indian skin and hair types, local Indian companies like
MamaEarth, Khadi Essentials Plum, Kama Ayurveda, and Forest Essentials are trendy.

16
 ABOUT THE ASSIGNED TOPIC

The project is aimed at “A study on consumer buying behavior towards Beauty & Personal care
products”. The research is being conducted to gain a thorough understanding of the Indian
personal care and cosmetics industry. Since customers are the focus of many businesses in the
modern era, no organization without fulling the customer's need will survive in this environment.
In the need for or purpose of the study is to ascertain how strongly consumers favour a
particular brand of cosmetic and personal care products, whether consumers are satisfied with the
cosmetic and personal care products of the companies, and to what extent the companies can
meet consumer demands for quality and price.

Potential clients may switch to another business if they are not satisfied. Due to intense
competition, it is now the objective of every business or organization to offer satisfaction.
Therefore, to determine where it stands in comparison to others, it is vital to undertake an
extensive study on customer satisfaction. This aids in determining whether the policy has any
gaps and allows for quick action to close them. The necessity for this initiative also stemmed
from the fact that a thorough survey might assist the business in determining if its efforts to
develop new items or please consumers have been successful.

Therefore, the basic goal of the research is to analyze the know-how of the different consumers
which help the store to work on the right B2B buying of brands and proper merchandising of
new U store. This not only helps in optimum utilization of resources but also help the store to
grow rapidly across the country in term of revenue as well as brand loyalty.

17
CHAPTER-II
LITERATURE REVIEW

1. According to Leslie Lazar and Schiff man (2004): Individual consumer behaviour
varies from that of the collective. A buying choice made by the family is substantially
different from one made by an individual. The writers covered a range of factors that
influence customers' purchasing choices. The book concentrated on the family life
cycle and diverse consumer requirements at various phases of life. The family
decision-making process is described in detail, and it is advised that the market be
divided into segments based on the hierarchy of family needs.

2. According to (Kameswara Rao Poranki) The study has eventually shows that people
are brand aware while making cosmetic and personal care product purchases. The sort
of advertising that is most important in this situation for the businesses to concentrate
in an economy like India where consumers are price sensitive and more dependent on
word-of-mouth. Consumer attitudes, opinions, and perceptions have a significant
impact on brand loyalty and customer satisfaction is a crucial factor in purchasing
decisions. Consumers want high-quality goods, competent services, widespread
availability of the goods, and enhanced product functionality. As a result, we may
conclude our study that there is still a preference for locally produced goods.

3. The study of (Mr. Jyoti Pradhan1, and Dr. Devi Prasad Misra) shows that both
domestically and globally, the rivalry has intensified as a result of economic
globalization. The success of a product in both rural and urban markets no longer
depends on conventional sources of competitive advantage like leadership in price
and quality due to the yearly growth in competition . Organizations require a
differentiating factor in such a competitive economic environment so that consumers
will continue to recognize and purchase their products. The varying levels of brand
loyalty and their causes are a key topic of research in the field of consumer behavior.
Marketing professionals may be able to restructure their marketing plans to boost
brand loyalty for their goods with the use of research on the significance of
demographic aspects in influencing brand loyalty, which has various benefits for both
marketers and businesses. Population differences have an impact on these variations
in brand loyalty.

18
4. The research by (Abdullah Bin Junaid, Reshma Nasreen, Faheem Ahmed, and Jamia
Hamdard, New Delhi, India) was conducted to look at young female consumers'
shopping habits and attitudes regarding cosmetics. This study focuses on how various
marketing factors impact female consumers' usage of cosmetics and their decision-
making process while making purchases. It has been discovered that female customer
expenditures on beauty products increase along with their income level. Additionally,
it was shown that there is a rise in awareness of cosmetic items. The study's key result
is that female customers now prefer cosmetics manufactured with natural components
more than those made with synthetic ones. This will provide the herbal cosmetics
sector a fantastic chance to seize the cosmetics market by launching an increasing
number of new herbal cosmetic companies.

5. The study by (Rebeka-Anna Pop, Zsuzsa Săplăcan, and Mónika-Anetta Alt) adds to
the hypothesis by examining how social media affects customers' purchasing
decisions and motives for eco-friendly cosmetics. The current study, which is based
on a TPB model, adds to the body of literature on green cosmetics by illuminating the
influence of outside influences on consumer motives and purchase intentions. The
findings showed that social media can heighten customers' environmental worries,
which in turn influence their favorable perception of green cosmetics. It is also found
that social media has an impact on how people feel about green cosmetics, the
subjective norm, and how people establish their values—both altruistic and egoistic.
The simple reason for material on social media on green cosmetics focuses more on
environmental issues than health issues, is that the influence of social media on health
concerns was shown but had no further impact on green attitudes toward cosmetics.

6. According to (Wayessa Amasa, Dante Santiago, Seblework Mekonen, and Argaw

Ambelu) All of the tested goods included chemicals that were illegal and so
dangerous for their intended use. According to US FDA regulations and European
cosmetic guidelines, certain goods do not have the proper label claims, and those that
are freely offered in the market are mislabeled. Consumers should be advised to read
the labels on the product's container and should be aware of the adverse effects
associated with cosmetic items. Avoid having the mindset that cosmetics are safe
among customers.

19
CHAPTER-III
OBJECTIVES

1. To describe the demographic profile of Beauty & Personal care consumers.

2. To study the style of how people buy personal care and cosmetics products.
3. To evaluate how a brand impacts a consumer's buying behavior.
4. To analyze the different factors involved in the purchase decision of Beauty & Personal
care.
5. To research consumer purchasing habits in the beauty and personal care industries.
6. To examine consumer perceptions of Jaquline USA's cosmetics and personal care items.
7. To examine consumer safety concerns while buying cosmetics and personal care items.

SCOPE OF THE STUDY

Analyses the purchasing habits and spending preferences of individuals from various groups of
consumers of beauty & personal care in order to forecast upcoming trends for the new U store. It
is possible to define consumer behaviour as the study of what, when, how, and why consumers
make purchases.

PROBLEM IDENTIFICATION

PROBLEM OF new U ENTERPRISE

The problem faced by the new U enterprise is that some brands in the store suffer the stock-outs
in some areas as well as some brands are not even fast-moving for some stores due to which
brands are facing a problem of expiry, unavailability of place in the store as well as DC and other
expenses this leads to impact the working of the enterprise as well as it impacts the profitability
of the stores.

20
For this problem, I will find a solution by doing primary and secondary research and provide
suggestions to the new U Dabur enterprise for an effective and efficient flow of the store.

RATIONALE OF THE STUDY

The whole of a customer's views, interests, intentions, and decisions on how they will behave in
the marketplace while purchasing a good or service is their consumer buying behavior.
Anthropology, psychology, sociology, and economics are social science fields that are all
relevant to the study of consumer behavior. The identification of consumer purchasing patterns
should be prioritized if a marketer wishes to target specific customers with specific items and
services. Consumer behavior is driven by the requirements of the person, the group, and the
organization. Therefore, it is essential to have a thorough grasp of how those demands connect to
customer purchasing behavior. Understanding how consumers interact with the marketing mix
can help you better understand their purchasing habits. This is because each person's psychology
toward goods and services varies depending on their culture, attitude, prior knowledge, and
perception. Consumers base their subsequent decisions about whether or not to acquire the goods
they like and where to do so on this information.

21
CHAPTER-IV

RESEARCH METHODOLOGY

The techniques and processes for gathering the necessary data, as well as their measurements
and analyses, in order to reach a specific, relevant conclusion at the end of the study, are
specified in the research design.

With the use of primary and secondary data, I performed this study in Delhi, NCR, with
161 respondents to examine consumer purchasing trends for cosmetics and personal care items.
The methodological tools used in the report are secondary.

1. Primary data- Through a questionnaire

2. Secondary Data
 Internet database
 Books
 Research of articles
 Business journals
 Magazines
 Internet blogs
 Companies Data
 Store visit

Area of the study :-The study area is limited to the NCR region. It is the capital of India and
according to the 2011 Census; Delhi NCR has a population of about 47,000,000, making it one
of the world's largest agglomerations (or town areas). Its share of the GDP in India is 7.5%.

Tools for an analysis :- Microsoft Excel 2007 was the statistical programme utilised to
analyse this investigation. For a better understanding of the survey, date sorting was done in the
pivot table following the data collection via the questionnaire. Charts were created based on the
samples' replies. Charts, figures, and statement form were used to examine and explain the data
that had been collected.

22
 STORE VISIT

It was indeed a pleasure to visit a new U store in Noida city center. The store opened here in
Noida (U.P.) a few years ago. New U store of Noida is located in Logix city center which is a
shopping and recreational hub located in the beautiful city of Noida, catering to the majority of
the population of the city.

Even in a very short period, the store has gained wide popularity among its customers due to its
cost-effective merchandising strategy. With a storage area of 850 sq. ft. with a conversion rate of
75% which is quite good even after the Covid-19 scenario, where consumers are hesitant to go to
shopping malls.

23
CHAPTER-V

AGE-WISE DESCRIPTION

5 4
19-25

26-30
39

31-45

Below
18
114

Table no. 1.1: Graph showing the age of the survey demography

 Among the 161 respondents, 71% of the respondent are from the age group of 19-25
which is almost 3/4th of the total respondent. 24% of the respondent is from the 26-30
years of age group. The remaining 5% are from 31-35 and below 18.
 The suggestion that I would like to give in this graph is that targeting Gen Z and
Millennials for the new U store will help them in easy reach because Personal care and
beauty products are largely consumed by these two generations.

24
 GENDER

34%

Female
66%
Male

Table no. 1.2: Graph showing the gender of the survey demography

In a survey, there are 66% are female respondents, and 34% are male respondents. The size of
the male respondent is less compared to the female respondent because generally females are
more inclined toward B&P products as compared to the male respondent.

25
 BRANDS PREFERRED BY THE RESPONDENT

PREFERRED BRANDS

11

32
Both
Domestic Brands
International Brands

119

Table no. 1.3: Graph showing the preferred brands by the survey demography

In this respondents shared their preferences about the domestic and international brands and what
they prefer to use. Among the 162 respondents, 119 people want to use the combination of both
domestic and international brands. On the other hand, the users of the domestic brand are almost
thrice the user preference of international brands. This shows that the inclination of the Gen z
and millennia are inclined toward the domestic brand.

26
 MONTHLY INCOME DISTRIBUTION OF
RESPONDENTS

MONTHLY INCOME DISTRIBUTION

10000-50000
49
50000-100000
above 1,00,000
97
11 Under10000
5

Table no. 1.4: Graph showing the Monthly income distribution of the survey demography

In the monthly income distribution, the cover 60% is from the income group under 10000, and
30% of the people come under the category of 10000-50000. Also, 6% of the people are from
above 50000- 100000 income group in term of monthly income it’s a huge no. and 4% of the
people comes under the above 100000 group.

I think new U should market a product from a range of product which is easily affordable by the
large no. of peoples.

27
 OCCUPATION OF THE RESPONDENT

OCCUPATION

33
Employed
1
7 Other
Self-Employed
Student
121

Table no. 1.5: Graph showing the Occupation of the survey demography

75% of the respondents are students. 21% of the students are employed and 4% of the students
are self-employed or doing other occupations.

In beauty and personal care, students are the best target market because they are more connected
to the era of digitalization and they used these products more because of their awareness towards
these products.

Also, the employed category has a larger impact in this sector because their spending power is
more than that students.

28
 THE AMOUNT SPENT BY THE RESPONDENT
ON BEAUTY & PERSONAL CARE PRODUCTS IN A
MONTH

4 4 3
13
0-1000
1000-2000
2000-3000
3000-4000
45 93 4000-5000
5000and above

Table no. 1.6: Graph showing the amount spent on B&P products of the survey demography

Among the total respondent, 58% of the respondent spend the amount between 0-1000 in this
market. 28% of them spend the amount between 1000-2000. 8% spends among 2000-3000 and
remaining of the respondents spends 6% of the total share of the market.

29
 BRAND LOYALTY CHECK OF THE
RESPONDENT

80

60

40
Total
20

0
Maybe No Yes

Table no. 1.7: Graph showing the brand loyalty of the survey demography

In the brand loyalty check, 44% of the respondent change their loyalty and skipped to some
other brands if they get more features in that as compared to the current brand they are using.

On the other hand, 37% of respondents are so loyal to their brands and stick to the current brand
they are using, and not changed to any other brands quickly.

19% of respondents have no loyalty to the brand they easily switch to another brand if they don’t
get results in the minimum time.

30
 AWARENESS OF JAQULINE BRAND AMONG
RESPONDENT

32

No
Yes
129

Table no. 1.8: Graph showing the Jaquline brand awareness of the survey demography

In a survey, we found that there are only 20% of people which aware of the private level of new
U, and 80% of people don't know the existence of this brand.

After reading this chart I concluded that new U need to work on its strategy to reach out to the
customer and make them familiar with the features and quality of the brand which helps increase
the sale of private labels.

31
 PLACE FROM WHERE FROM WHERE
RESPONDENTS LIKE TO BUY THE PRODUCT

60
54 E-shopping
50
Other
40
Shopping Mall
30 26
22 Shopping Mall, E-shopping
20 15 16
13
Shopping Mall, Other
10 6 7
2 1
Shopping Mall, Traditional Shop
0
Total

Table no. 1.9: Graph showing the Platform where respondents buy the B&P products in a survey
demography

The majority of the people would like to buy the product from E-shopping because it is
convenient to purchase and a lot of options available and price comparison is easy here.

Some people want to buy their products by shopping too because they believe in buying the
product after seeing it in real.

Also, people have a preference to buy it from the traditional shop[ but as compared to another
platform it has not that much impact on consumers buying.

32
 REASONS OF RESPONDENTS FOR USING
BEAUTY AND PERSONAL CARE PRODUCTS

Table no. 1.10: Graph showing the reasons for using B&P products in the survey demography

According to a survey report people majorly want to buy personal care and cosmetics products
for Personal hygiene, improving skin, medical reasons, and self-confidence these four are the
major reasons for purchasing the products. There are some other reasons but by seeing the chart
it will be concluded that these are the secondary reasons for the respondents.

I think now u have to focus more on these attributes so they may cover the huge market for their
customer because this is the nerve point of a customer.

33
 THE DIFFERENT ATTRIBUTES RESPONDENT
ARE FOCUSING ON WHILE SEEING
ADVERTISEMENTS FOR BEAUTY & PERSONAL
CARE IN VARIOUS MEDIA.

Table no. 1.11: Graph showing the attributes respondents focus on while seeing an
advertisement in the survey demography

The main attributes on which consumers are focusing while seeing the advertisements are
quality and brands, product integrants, safety associated with products, product attributes, and
side effects associated with products. These all are the important attributes that are necessary
for the customer in an advertisement.

The new U needs to reflect all the factors to the customer and show them that they are full-
filling all the attributes which are needed by the customer.

34
 FACTOR THAT INFLUENCES RESPONDENTS
IN SELECTING A PARTICULAR BRAND/BRANDS
OF BEAUTY & PERSONAL CARE PRODUCT

Table no. 1.12: Graph showing the factors influencing the respondent in selecting the B&P
products in the survey demography

According to the survey, the main things which influence the customer are product features and
quality, price of the products, brand reputation of the products, easy availability, and
recommendation of friends. These factors make a difference in the minds of the consumer to buy
the products. Other factors also have an impact but due to the modern era and Gen Z and
Millenial generation, the crucial factors are those which I have mentioned above.

35
 THE WAY RESPONDENTS GET TO KNOW
ABOUT THE BRAND THEY ARE USING

Table no. 1.13: Graph showing the way respondents know about the brand they are using in the survey
demography

The main way to get influence the customers is words of mouth which has a deep impact on the
consumer's mind but for this brands need to give the best services to the already users of the
brands which give a positive review of the brands to their colleagues, friend, family, etc.

As we know the influence of social media and youtube is spreading all over the world so fast and
people always go on these platforms for tips and other things, these platforms need to be targeted
if brands want to create their product awareness among the consumers.

36
 THE DIFFERENT SITE/SITES RESPONDENT
ARE USING FOR ORDERING THE PRODUCTS
ONLINE
12
10
8
6
4
2
0 Total
Anywhere where…

Flipkart,…
Checking quality…

Never onder…
Amazon flipkart…

Myntra, Flipkart,…

Nykaa, Swiss…
I dnt prefer to…
Flipkart Amazon…
Amazon, Tata Cliq

Nykaa
Amazon, nykaa

nyka
Amazon

Mamaearth

Nykaa flipkart
Nykaa, minimalist
Amazon, Flipkart

Yes
Meesho

Purplle, flipkart
Myntra,

Myntra,amazone

Table no. 1.14: Graph showing the different sites used by the respondent in the survey demography
The sites which need to be targeted by the new U enterprise for reaching its customer all over the
country are as follows:
1. Amazon
2. Flipkart
3. Nykaa
4. Swiss beauty
5. Purplle
6. Meesho
7. Minimalist
8. Mamaearth
37
 THE HIGHLY RATED BRAND WHICH IS USED
BY THE RESPONDENT

25
20
15
10
5 Total
0

Table no. 1.15: Graph showing the highly rated brands by the respondent in the survey demography

Among the several brands, the highly used brand is Dove and loreal which is used by 22
respondent each. Mamaearth, Sugar, Maybelline, Nivea, and Dettol are closely competing with
each other.

According to the result, the new U store should be more focusing on these brands because the
market of these brands is big and these brands are the choice of many customers.

38
 SUGGESTION BY RESPONDENT TO THE
BRAND

Content: Points showing the suggestions by the respondent

Among 161 candidates few of them gave suggestions about the brands they are using or the
features they want in the brands. These suggestions are as follows:-

 Brands should focus more on the price of the product.

 Use as natural ingredients.
 Brands must try to use fewer chemicals in their products while maintaining their costs
affordable for everyone and also they must make them as natural as possible.
 Low price with good quality.
 There should be proper guidance about the product to the society
 Quality product with reasonable pricing is the way to go.
 Improve quality, not quantity.
 Make products with safety essential with regards to the human body.
 Local for vocal wow science, mama earth.
 Comparison is easy which helps in choosing the best products.

39
 CONCLUSION

The study has eventually came to the conclusion that Indian consumers are becoming more and
more brand aware while making cosmetic and personal care product purchases. Companies
should concentrate on the type of advertising that is most important in this situation. In a price-
sensitive market like India, word-of-mouth and social media promotions are crucial. Some
tactics, like as visual merchandising, are crucial only while consumers are researching and
weighing their options before making a purchase. Consumer attitudes, beliefs, and perceptions
have a significant impact on customer satisfaction and brand loyalty in India since they are a
major factor in purchasing decisions. However, there are some areas that marketers need to
improve to increase sales of their goods, including personal care products. While analyzing
consumer buying behavior, the research has attempted to compare consumer purchasing behavior
for Indian and international companies. Customers want high-quality goods, helpful customer
service, widespread product availability, and greater product performance. As a result, we may
draw the conclusion from our survey that there is still a preference for local products. The
researcher has urged upcoming researchers to do out study in other nearby cities in India to
obtain more appropriate and realistic outcomes. To the extent that the findings might help the
marketers that sell personal care and cosmetic items in the Indian market and compete with
global brands.

40
CHAPTER VI
SUGGESTIONS AND RECOMMENDATIONS TO
THE NEW U ENTERPRISE BASED ON THE
SURVEY

1. Customers prefer high-quality items at competitive prices.

2. Companies can get highest customer through word of mouth so companies need to
improve the customer shopping experience for positive word of mouth.

3. Company should focus more on creating awareness about the brand through social
media, kiosk.

4. If customer not found product in store they can go to some other store so company
needs a quick distribution network for not getting loss of opportunity sales.

5. Now a day people are more concerned about the safety of using beauty and personal care
products which includes integrants, product attributes, and side effects from the products.
So, the new U needs to focus on providing a product that has a conformation quality that
creates trust and brand loyalty among the customer.

6. The new U will make cooperates with beautician and professionals because people used
product for improving skin and personal hygiene and if the company use professionals it
will hit the pinpoint of the customer.

7. The new U needs to target the products which are fast moving and have a great demand
amongst the consumers which will help in improving the brand image and increase the
footfall online as well as offline.

8. CRM implementation will help the company to retain the customer who contributes 80
% of the sale by giving more personalized experience.

41
42
 LEARNINGS

The following were my learning from my internship at the new U, Dabur India Ltd.

 Accountable for figuring out the potential brands for supply

 Worked on DC operation to maintain the steady flow of inventory to ensure timely replenishment
of stock.

 Learned about Article creation and terms of trade.

 Store visit, new U store, Logix mall Noida, (U.P.) helped me to gain insights about the
inventory management at store level, types of fixtures used by new U and I learned more
aboutthe products, especially the beauty products.

 Working directly under the head of buying and merchandising at new U helped me to gain
insights on another level.

 Learned the core values of time management, and got to know more about the corporate
culture.

 Developed soft skills, and made industrial contacts.

 Got to learn more about the new U Dabur enterprise.

 Learned more about the Visual Merchandising of the company

43
CHAPTER-VII
REFERENCES

 Leon G. Schiff man and Leslie Lazar Kanuk, (2004). “Consumer behavior”, 8th edition, January 1.

 Kameswara Rao Poranki Professor in Department of Marketing, “Consumer Attitudes and

Perception on Personal care Products and Cosmetics” FAFS, Al Baha University, Saudi Arabia
(KSA). https://www.researchgate.net/profile/Kameswara-Poranki-
2/publication/288990545_Consumer_Attitudes_and_Perception_on_Personal_care_Products_a
nd_Cosmetics_at_Visakhapatnam_India/links/568804ab08ae19758398e79c/Consumer-
Attitudes-and-Perception-on-Personal-care-Products-and-Cosmetics-at-Visakhapatnam-
India.pdf .

 Consumer Brand Loyalty: A Study on FMCGs-Personal Care

Products in Rural and Urban Areas of India:
https://www.researchgate.net/publication/345817124_Consumer_Brand_Loyalty_A_Study_on_
FMCGs-Personal_Care_Products_in_Rural_and_Urban_Areas_of_India

 A Study on the Purchase Behavior and Cosmetic Consumption Pattern among Young Females in
Delhi and NCR: https://ojs.amhinternational.com/index.php/jsds/article/view/753/753

 Social Media Goes Green—The Impact of Social Media on Green Cosmetics Purchase Motivation
and Intention: https://www.mdpi.com/2078-2489/11/9/447/htm

 Are Cosmetics Used in Developing Countries Safe? Use and Dermal Irritation of Body Care
Products in Jimma Town, Southwestern Ethiopia:
https://www.hindawi.com/journals/jt/2012/204830/

44
QUESTIONNAIRE

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