Research Report on

CUSTOMER SATISFACTION OF LAKME

Submitted in partial fulfilment of the requirements
for the award the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Under the guidance of: Submitted by:

Ms. Mansi patel Mohit bhatt
Assistant Professor BBA 2 B
03912501723

SESSION 2023-2026

Delhi School of Professional Studies and Research

(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
 CERTIFICATE

This is to clarify that the project title “A STUDY OF CONSUMER

BUYING PREFERENCE TOWARDS LAPTOPS” is an academic
workdoneby Mohit bhatt submittedinthepartialfulfilmentof
the requirements for the award of degree of bachelor of business
administration at Delhi School of Professional Studies and Research,
New Delhi under my guidance and direction.

(Signature of faculty) Ms.

Mansi patel Assistant
professor DSPSR
 ACKNOWLEDGEMENT

I would like to express my greatest appreciation to all individuals

who have helped and supported me throughout the project. I am
thankful to my mentor ‘Mansi patel' for her ongoing support during
the project, from initial advice, and encouragement, which led to
the BRM report of this project. I wish to thank my parents as well
for their undivided support that encouraged me, without whom I
would be unable to complete my project. At the end, I want to
thank all the respondents who devoted their time and gave
valuable inputs that helped in completion of my project.

Mansi patel
BBA 2 B
 DECLARATION

I take this opportunity to express my profound gratitude and deep

regards to my guide Ms. Mansi patel for his exemplary guidance,
monitoring and constant encouragement throughout the course of
this project. The blessing, help and guidance given by her from time
to time shall carry me a long way in the journey of life on which I am
about to embark.

Last but not least, my sincere thanks to my parents and friends for
their wholehearted support and encouragement.
I also hereby declare that the project work entitled “A STUDY OF
CONSUMER BUYING PREFERENCE TOWARDS LAPTOPS”
under the guidance of Ms. SARIKA is my original work and it has not
been submitted in any other university or institution.

Mansi patel
BBA 2B
 CONTENTS

CHAPTER NO: TITLE PAGE NO:

LIST OF TABLE

LIST OF FIGURE

1 INTRODUCTION 1

2 VISION, MISSION AND OBJECTIVES OF THE 6

COMPANY
3 MARKET LINKAGE 10

4 FINANCIAL LINKAGE 21

5 COMPANYIMAGE 44
AND
CONCLUSION
BIBLIOGRAPHY 48

APPENDIX 50
CHAPTER 1 - INTRODUCTION
 1.1 Introduction

Rising beauty concerns, improving purchasing power, and increasing influence of

media are propelling the Indian skincare market that has grown exceptionally in the
last few years. In the Indian beauty industry, skincare has been one of the fastest
growing segments. As per the estimations, the market will register more than 18%
CAGR during 20112016 as the demand for skincare products will continue to increase
across India. According to the comprehensive study, “Indian skincare market forecast
to 2015”, Lakmé is an Indian cosmetics brand, owned by Hindustan Unilever. It was
named after the French opera Lakmé, which itself is the French word for goddess
Lakshmi who is renowned for her beauty. It was started in 1952 as a 100% subsidiary
of Tata Oil Mills, famously after Prime Minister Jawaharlal Nehru was concerned that
Indian women were spending precious foreign exchange on beauty products and
persuaded JRD Tata to manufacture them in India. Initially it was called Lakshmi
beauty products later rebranded it to Lakmé and Simone Tatajoined the company as
director and went on to become the chairperson.In 1998, Tatas sold their stake in
Lakmé to Hindustan Unilever[3] for ₹200 crore (US$48.46 million). Lakmé mainly sells
coloured cosmetics products such as lipsticks, eyeliners and skin care cream. In
December 2018, it launched its e-commerce platform.] As of 2021, Lakmé also runs
485 beauty salons under Lakmé Lever.] The company is the title sponsor for Lakme
Fashion Week (LFW), a bi-annual fashion week which takes place in Mumbai.[8]

Lakmé has Shraddha Kapoor, Kajol Devgn, Kareena Kapoor, and Ananya Pandey as brand
ambassadors] In The Brand Trust Report 2012, Lakme was ranked 104th among India's most
trusted brands and following year it was ranked 71st on the list. In 2014, Lakme was ranked 36th
among India's most trusted brands according to the Brand Trust Report 2014.people in India now
give more importance to branded products. They are increasingly shifting towards more
customised skincare solutions. It is crucial for manufacturers of face care products to know about
consumer behaviour, trends and demands in the sector. Increasing purchasing power of
consumers and emerging market trends made people more aware and more conscious towards the
importance of hygiene and beauty. Consumers might decide for a product because of its
characteristics, its care factor, its sensitivity or its branding and attractive packing. Since the
beauty market is unsaturated and highly profitable, multinational companies are trying to reach
and grasp this market. The beauty care market has high competition even though companies were
investing into this market so as to fulfil the high demand from the customers. The study aims to
prioritize the factors considered by the customers while purchasing face care products with the
help of questionnaire methods. Improved technology, better education, advancement in science
and economic growth has provided people with a chance to better standard of living. With
increased purchasing power and influence of media made people more conscious towards beauty,
hygiene and better lifestyle. The study focuses on identifying the important factors considered by
the customers while purchasing face care products. A self designed questionnaire is designed to
collect information from the respondents. Total sample for the study is 80. The survey is
conducted among people of different age groups . For identifying the important factors affecting
the purchase decision . Questionnaire technique is used. Influence of advertisement on consumer
behaviour of youth is also analysed. The result of the study indicates that female consumers give
prime importance to the brand name of the product followed by ingredients and advertisements
respectively. Male consumers give most importance to brand name followed by advertisement
and price respectively.
1.2 Statement of the problem

The study has mainly focused on consumer buying behaviour of the skin
care products among youth. Customer satisfaction is a very vast topic as this business
directly relates with its customers. In gaining much shares and profit by the business
industries, they have to make sure the taste, demand, preference, and need of
customers are satisfied and now the society or the market is a customer-oriented
market,
the customers
where are given prime importance. Every business and company conducts a
study about the customer satisfaction because it provides a much clear view of the
market, where the marketers or the businessmen take up its initiative. There are
many disparities between men’s and women’s market for face care products. Hence,
it is important for the companies to have a very deep understanding about the target
market and to plan excellent strategies for marketing this to the target market and to
persuade consumer’s attention towards skin care products.

1.3 Significance of the study.

The study helps us to gain a clear cut understanding of the present situation of the
market and study its consumer behaviour. This study gives the industry a rough view
helping in its further planning, organizing and controlling, which leading to the
success of the area of skin care products.

1.4 Objectives of the study.

*Toknowthefactorsmotivatingcustomerstobuyaproduct.

* Tofindoutthefactorsinfluencingcustomerstorepurchasethat
particular product.
*Toknowthefactorsforconsumersforbeingloyal.

*To understand the level of satisfaction of customers.

RESEARCH METHODOLOGY

study investigates the buying behaviour of skin care products among people of different
age groups. The process used to collect information and data for the purpose of making
decisions is included here. It may include various questionnaires, publications and other
techniques.

1.4.1 Research Design.

In accordance with the above objectives, the research design is planned in such a
way that the customer satisfaction of skin care products among youth can be
assessed. This study is based on primary data and secondary data could be used as a
support for primary data.

1.4.2 Scope

The scope of the study is confined to Amala Nagar, Thrissur

1.4.3 Sampling Design.

A self-designed questionnaire was developed .The questionnaire is related to the

consumer buying behaviour of skin care products among youth pointing out its
importance and other factors.

1.4.4 Nature of Study.

The study is related to the consumer buying behaviour of skin care products among
youth and study is based on primary data as well as secondary information.
1.4.5 Sampling method.

The study is descriptive in nature. Samples are selected at random.

1.4.6 Sampling size.

sample size of the study is 80

1.4.7 Primary Data.

The respondents were given a self-designed questionnaire regarding the consumer

buying behaviour of skin care products among youth.

1.5 Tools for analysis.

The most appropriate tools for presentation of data such as charts, tables, diagrams
have been used.

1.6 Limitations of the study.

• Questionnaires were distributed in one city in Kerala.

• Respondents bias towards the question.

• Primary data obtained may not be accurate to a great extent.

• Sample size is fairly normal, which could be increased to gather a more

comprehensive view of the respondents.
 CHAPTER 2 –
VISION, MISSION AND OBJECTIVES OF THE COMPANY
 2.1 VISION, MISSION AND OBJECTIVES OF THE COMPANY

* Lakme Mission Statement

"An Ally To The Classic Indian Woman, Lakm Inspires Her To Express The Unique Beauty And
Sensuality Within Enabling Her To Realise The Potency Of Her Beauty."

AN ALLY TO THE CLASSIC INDIAN WOMAN, LAKMÉ INSPIRES HER TO EXPRESS

THE UNIQUE BEAUTY AND SENSUALITY WITHIN… ENABLING HER TO
REALISE THE POTENCY OF HER BEAUTY."

The contemporary Indian beauty expert - Lakmé continuously innovates to offer a wide range
of high performance and world class cosmetics, skincare products, and beauty salons.
Combining international cosmetic technology with an in-depth understanding of the Indian
woman’s needs, Lakmé also offers its consumers a comprehensive beauty experience through
its products that are ideal for a variety of Indian skin tones.

Lakme products touch the lives of over 2 billion people every day whether that 's through
feeling great .

A clear direction :

The four pillars of vision set out the long term direction for the company :

Lakme work to create a better future every day

Lakme helps people feel good, look good and get more out of life with brands and services
that are good for them and good for others.

Lakme will inspire people to take small everyday actions that can add up to a big difference
for the world

● LakmeisoneoftheleadingcosmeticbrandswithheadquartersinMumbai,India,owned
presently by Unilever. The idea of establishing Lakme in the year 1952 surged into
existence because Prime Minister Jawaharlal Nehru came to know that Indian women
were splurging on imported cosmetics and spending precious foreign exchange on beauty
products. In this case, he requested JRD Tata to start the beauty sector in India. Lakme
 then became a100% affiliate of Tata Oil Mills (TOMCO), a part of the TATA group. Later it
became a unique company as it goes by its tagline 'Lakme Reinvent' after it has been
acquired by Hindustan Unilever, 'On Top of the World' which now continuously innovates
and offers a wide variety of cosmetics of the world class, skincare product, and beauty
salons to the customers around the world. This article illustrates different elements of
the organisation, its company sections, marketing strategies, corporate structure,
management, and structure operations while providing beauty and wellness services.
The secondary data were obtained from various scholarly journals, websites, and books.
We have analysed financial performance, corporate social responsibilities of the
company and examined their strategies using the SWOC framework as a research case
study.

A Study
In the last
withtwo
reference
decades,
to Cosmetic
advertising
Products.
has increased dramatically. Advertising has a major impact on
customers' purchasing decisions for specific brands. It is generally accepted that advertising can give a
product or service special features that would otherwise be lacking. The study focuses on identifying the
impact of advertising on the behaviour and attitudes of consumers, especially cosmetics, among young
people aged 15 to 24 years. To find answers to the research problem, a descriptive search mode was
used. The information was collected from primary and secondary source
CHAPTER 3 – MARKET LINKAGE
 3.1 Products manufactured under the company -
- Moisturisers.
- Serums.
- Sun Protection.
- Face Cleansers.
- Makeup X Skincare.
- Makeup Removers.
- Masks and facial kits

Tata, a close friend, set up a company to manufacture cosmetics, and in turn save precious foreign
exchange. Thus, was born Lakmé — a company that manufactured fine cosmetics tailored for the
Indian skin and Indian climate, in India. Lakmé was set up as a subsidiary company of Tata Oil Mills
Company (TOMCO).

3.2 Marketing Management: Meaning, Definition, Application

Marketing management has the direct responsibility to find out areas where the
company’s products and services fail to fulfill consumer needs and expectations and
to initiate vigorously marketing programs to provide desired satisfactions explicitly
demanded by consumerism. Marketing management’s nature and objectives will
have become vastly more consumer-oriented and much less product and/or
corporation- oriented for the maximum long-range benefits of the corporation itself.

Marketing
is the process
management
of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organisational goals.
 3.3 Marketsizeofproducts

This is the era of marketing orientation. Contemporary marketers adopt marketing

concepts in their marketing practices. The marketing concept is now not only applied
in the field of product marketing. It is rather adopted by others, such as service
marketers, professionals, and non-profit organisations.

In recent
found widespread
times, use
there
of marketing
has been
management.
in all sizes and It
organisations,
is now a growing interest
including business, service, professional, and non-profit firms. Its application is
limited in developed countries and found to be in use by organisations of the
developing countries.
Currently, the market share for Lakme is 10%, Maybelline is 7% while MyGlamm
and SUGAR Cosmetics are at 4% each.

The beauty-service unit of Hindustan Unilever (HUL), shrunk 19% in sales during the year ended March
2021, hurt by India's increasing focus on social distancing nationwide and shutting salons and
non-essential outlets for several weeks.

Lakme was positioned 104th among India’s most believed brands and the next year it was positioned 71st
on the rundown. In 2014, Lakme was positioned 36th among India’s most believed brands as indicated by
the brand trust report 2014. The company is the title sponsor for Lakme fashion week (LFW) a bi-annual
fashion event that takes place in Mumbai.
 Lakme products -

Colours -
From the spicy shades to the flattering look, Lakme offers a range of products in the face,
lips, eyes and nail segment for the beauty aficionados.

Face -
Lakmé Daily Wear Soufflé
Lakmé Perfecting liquid Foundation -
Lakmé Radiance
Compact , Lakmé Flawless Matte Complexion

Compact

Lips-
Lakmé Enrich Lipcolor - . Perfecting Definition Lip Pencil - Starshine
Lipgloss - Glosses in lustrous shades available in 14 shades.

Eyes -
From dramatic to natural look- a wide range of products are on offer to create the perfect
eyes.
1. Lakmé Kajal
2. Lame Insta Eyeliner eyelids
3. Lakme Lakmé Shimmer Eye Cube

Nails -
True Wear Nail Enamel - Nail Enamel with Lacquer-like finish. Contains resins and silicone

with colour lock technology that gives brilliant long lasting shine.
Skin
For radiant skin Lakme is there to pamper your skin with specialized products for the diva in you.

Cleansing
Strawberry SilkSplash Face Wash , Lakmé Fundamental Deep Pore Cleansing Milk For radiant
skin Lakme is there to pamper your skin with specialised products for the diva in you .

Moisturizing
1. Lakmé Fundamental Peach Milk Moisturiser skin.
2. Lakmé Fundamental Winter Care Lotion

Sun Protection
The range comprises lotions to keep your skin healthy and younger looking.

combination of foresight, research and constant innovation, Lake has grown to be the market
leader in the cosmetics industry. Lakme today has grown to have a wide variety of products and
services that cover all facets of beauty care, and arm the consumer with products to pamper
herself from head to toe. These include products for the lips, nails, eyes, face and skin, and
services like the Lakme Beauty Salons .
customer value: Companies normally aim to profit on each transaction. Now companies
are focusing on their most profitable customers, products, and channels. They estimate
individual customer lifetime value and design market offerings and prices to profit over
the customer’s lifetime. Companies now are placing much more emphasis on customer
retention. Attracting a new customer may cost five times as much as doing a good job to
retain existing customers.

From being local to being global — both global and local, firms adopt a combination of
centralization and decentralisation to better balance local adaptation and global
standardisation. The goal is to encourage more initiative and “intrapreneurship” at
the local level while preserving the necessary global guidelines and standards.
From focusing on shareholders to focusing on stakeholders: Top management
respects
the importance of creating co-prosperity among all business partners and customers.
These managers develop policies and strategies to balance the returns to all the key
stakeholders.
Focus on the financial scorecard to focus on the marketing scorecard: Top
management is going beyond sales revenue alone to examine the marketing scorecard
to interpret what is happening to market share, customer loss rate, customer
satisfaction, product quality, and other measures. They know that changes in
marketing indicators predict changes in financial results.
 MARKETING STRATEGIES

1. Promotion

When people map out their marketing goals, promotion is usually at or near the top of
that list. Getting your name in front of prospective customers, building brand
awareness and raising your company’s profile are major priorities for every marketing
.department
Promotional strategies often overlap with other business units and
such
awareness-building
as advertising and
activities,
public relations. From a
marketing perspective, promotion can include everything from content marketing and
email marketing to social media and influencer marketing. We don’t need to tell you
how important these efforts are to inbound marketing and generating qualified leads.
It’s no wonder promotion has long been considered an essential component of the
marketing mix.
2. Selling

The truth is part of every marketer’s job is to sell their products to customers —
ideally, though, it’s done with more nuance. Every marketing decision, from the brand
messaging to the campaign themes, should support the ultimate goal of increasing
sales. Once we’ve grabbed the attention of a potential customer, whether that’s a
consumer or B2B prospect, marketers need to go to work nurturing that lead and
guiding them through the sales funnel so they’re primed to make a purchase when
they finally make contact with the sales team. That means continually making the case
for your brand and gradually incorporating more product-centric talking points in your
marketing communications. By the time they’re ready to speak with a sales associate,
prospects should know how the goods or services stack up against competing
products.
3. Product management

Designing a new product that better meets customer needs and fills a gap in the
marketplace doesn’t happen by coincidence or sheer luck. It takes a lot of thorough
market research to figure out what people want and how to deliver the best product -
*Speaking with prospects.

*Running competitor analysis.

Incorporating feedback gleaned from customer support services into marketing

strategies.

4. Marketing information management

Strategic marketing is driven by data. Every good marketer knows that the more
information
industry competitors
you can gather
and about your target customer,
market trends, the more successful your marketing efforts will be. All of that juicy
info is as good as gold, so there’s no reason to keep it locked away in some silo. One
of the core (yet sometimes overlooked) functions of marketing is to collect this
valuable data, distil it down to action items and useful takeaways and share it with
other departments that might find it useful. Sales teams, for instance, can always use
more in-depth marketing insights to help them refine their pitches to:
Address the latest industry trends.
Respond to competitor messaging.
Speak directly to the pressing customer concerns.

5. Pricing

Marketing research can also inform how brands set the price of a product. Effective
pricing is as much art as it is science, and brands need to find that sweet spot that
balances how customers value your goods or services with the cost of production and
delivery as well as accounting for the current price of competing products. The
perceived value of your brand directly impacts your pricing strategy .Marketing
research sheds light on your brand’s reputation and helps you better understand how
much your target audience values your brand. That’s on top of all the competitor
analysis and industry research critical to setting a fair asking price for your wares.
 6. Financing

Now we’re digging into some of the less-discussed functions of marketing, although
they’re still very important to overarching business objectives. Financing may not
initially seem like a top concern for your marketing team to worry about, but thin
about it this way: If your department can’t secure space in the budget to fully support
your next marketing campaign, how are you going to meet your goals? When people
think about financing, they often focus on the up-front costs of getting a new business
off the ground. But, in reality, financing is an on-going concern for business owners
and company leaders, who need to make difficult budgeting decisions year after year
and quarter after quarter. By helping generate more revenue, expand into new markets
and reach more potential customers, marketing teams can demonstrate their value to
the organisation at large. And that makes it easier to secure the financing they need on

a departmental
is key in that regard.
level.
A Effective marketing management
marketing program that gets the most value out of available resources and applies the
right strategies to engage and nurture qualified leads can show undeniable ROI.

Successful marketing activity also helps businesses secure funding from third parties
— say getting a loan from a bank or an investment from a venture capital firm. Any
organisation, whether it’s an independent firm or a financial institution, wants to see
that businesses have a comprehensive marketing plan that will help build the brand,
tap into markets and produce healthy revenue over the long run.

7. Distribution

Choosing the right distribution channels comes down to understanding who your
target customer is, how they view your brand and where they expect to find you — all
marketing-centric issues. You would never expect to find a Rolex watch for sale at the
Store,
Dollar after all. Those brands represent two very different market
demographics.
Marketing managers and their supply chain counterparts need to be aligned whenever
a new product, promotion or campaign is launched so companies can have all of their
distribution ducks in a row. If marketers do their job well, they will generate a ton of
buzz leading up to that product release or promotional event, pushing customer
demand to the limit.

CHAPTER 4 – FINANCIAL LINKAGE

 ANNUAL FINANCIAL REPORT

Name Mar 31, 2023 Dec 31, 2022

Prepaid Expenses 288.50 213.80

Other Current Assets, Total 1,360.80 2,907.30

Total Assets 80,815.30 77,294

Property/Plant/Equipment, 45,231.40 44,393.30

Total - Net

Revenue / turnover of LAKME LEVER PRIVATE LIMITED is INR 100 cr - 500 cr

Net worth of the company has increased by 7.64 %
EBITDA of the company has increased by 69.75 %
Total assets of the company has increased by 11.81 %
Liabilities of the company has decreased by -24.52 %

Another year of competitive and profitable growth:

• Domestic Consumer business delivered strong 16% turnover growth
with an underlying volume growth of 7%.
• Double digit growth across all segments.
• Operating margins expand by +80 bps.
• Profit After Tax (before exceptional items) grew by 28%; Net profit up 41%.
Strong track record of cash generation sustained; cash from operations up Rs. 1,002 crores.
Total dividend of Rs. 18.50 per share for the Financial Year.

Segmental Revenue (%)

Soaps & Detergents - 49.3

Personal Products - 29.0

Beverages - 11.6

Packaged Foods - 5.9

Others - 4.2

Share price -

2,649.80INR
Share price refers to the value of a company's stock. The total value of a publicly-traded
company is called its market capitalization ("market cap"), which is arrived at by adding up the
value of all of the stock outstanding.

Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand was born. At a
time when the beauty industry in India was at a nascent stage, Lakme tapped into what would grow to
be amongst the leading, high consumer interest segments in the Indian Industry - that of skincare and
cosmetic products. Armed with a potent. combination of foresight, research and constant innovation,
Lake has grown to be the market leader in the cosmetics industry. Lakme today has grown to have a
wide variety of products and services that cover all facets of beauty care, and arm the consumer with
products to pamper herself from head to toe. These include products for the lips, nails, eyes, face and
skin, and services like the Lakme Beauty Salons.
CHAPTER 5- COMPANY IMAGE
Strengths and weaknesses of the company -

Strengths:
> Local brand of specific relevance to India.
> Strong R&D capability well linked with business.
> Integrated supply chain and well spread manufacturing units.
Ability to deliver Cost Savings.
Access to Unilever global technology capability and sharing of best practices from other Unilever

Weaknesses:
> Price positioning in some categories allows for low price competition.
> Varying quality range in its products.
> Falling Quality of Lame salons

Opportunities:
> Brand growth through increased consumption depth and frequency of usage across all categories.
> Upgrading consumers through innovation to new levels of quality and performance.
> Building brand image by collaborating with top designers in
Lakme Fashion week

Threats:
Aggressive price competition from local and multinational players.
Spurious/counterfeit products in rural areas and small towns.

CORPORATE SOCIAL RESPONSIBILITY OF LAKME -

RESPONSIBLE PRODUCTION AND CONSUMPTION

More than 50% of the cardboard packaging of Lakmé products have the FSC or PEFC forest
certification, which certifies the origin of the forest raw material and sustainable management of the
forest. 100% of it is recycled cardboard.
RESPONSIBLE PRODUCTION AND CONSUMPTION
More than 50% of the cardboard packaging of Lakmé products have the FSC or PEFC forest
certification, which certifies the origin of the forest raw material and sustainable management of the
forest. 100% of it is recycled cardboard.

100% of the packaging of the Teknia line products is made with green polyethylene obtained from
sugar cane , helping to reduce greenhouse gas emissions.

WE REDUCED THE USE OF PLASTIC BY 81% WITH THE REFILL FORMAT

RESPONSIBLE PRODUCTION AND CONSUMPTION

We launch products and accessories that improve our environmental footprint, such as the 600 ml
eco-refill format for Teknia shampoos, with which we reduced 81% of plastic in its manufacture
compared to two standard 300 ml containers

REDUCE. RE-USE. RECYCLE

RESPONSIBLE PRODUCTION AND CONSUMPTION

80% of our waste is recoverable . It enters anupcycling chain where it is given a second life.

We’ve replaced 150 kilos of plastic dye bags per year with biodegradable and compostable bags which
are water-soluble and become natural fertiliser within six months.

WE PRODUCE OUR PRODUCTS LOCALLY

RESPONSIBLE PRODUCTION AND CONSUMPTION
All our products are produced and packaged locally at our factory in Sant Just Desvern (Barcelona).

WE WORK IN SUSTAINABLE SPACES

SUSTAINABLE CITIES AND COMMUNITIES
Our offices have been designed based on the concept ofsustainability , making the most of sunlight and
installing low-consumption LED lighting.
All workers use company mugs and we have reusable water bottles that reduce the use ofmore than
45,000plastic cups per year.

We minimise printing on paper, the paper we do use is recycled, and we operate in a digital environment.

WE HAVE DONATED MORE THAN 1,370 LITRES OF HYDROALCOHOLIC GEL

ENDING POVERTY HEALTH & WELLNESS

We are involved in social actions, such as the more than 1,370 litres of hydroalcoholic gel that we have
donated to the Hospital Sant Joan de Déu in Barcelona and to Prytanis, a network of care centres and
residences for the elderly.
CHAPTER VI - CONCLUSION AND YOUR
OPINION
According to this data, I would like to join this company because of their strategies of marketing
and their corporate social responsibility and their brand loyalty.

5.1 SUGGESTIONS
• The users of skincare products are mainly women. The use of skin care
products among men are comparatively low.
• Themale
the manufacturer of skincare products should aim to induce
consumers to consume skincare products by introducing the latest methods and
technologies in manufacturing and marketing of skincare products.
• The impact of TV advertisements for the marketing of skincare products is very
high. So that the information provided through advertisements should be
accurate, reliable
behaviour.
and attractive
The mainwhich
factor which
influences the consumer
contributes to the buying
behaviour of skincare products are its features and ingredients. Skincare
• products which contain natural ingredients are mostly opted by the
consumers, so that it is important to have natural ingredients in skincare
products .
The price of skincare products are also a vital part in buying behaviour of
• consumers. People usually opt for products which have a lower price hence
this
point should be kept in mind while fixing the price of a particular cosmetic or
beauty product.
5.2 CONCLUSION
The study reveals that the majority of the customers spend less than Rupees 1000 on
purchasing skin care products and cosmetics. Regarding the factors influencing the

purchase for female customers, they give the most importance on brand name,
followed by Ingredients, advertisements, price Word of mouth, Quality of product &
availability of the products respectively. For male customers it is inferred that the
customers give prime importance to Brand name followed by Advertisements, price,
quality, Word
ingredients & of
Availability
mouth, respectively. Majority of the respondents have the opinion
that the advertisements have a greater role in influencing the purchase of face care
products. Above study is in line with the various research reports that the customers
of the face care products are moving towards branded products.
BIBLIOGRAPHY
References:
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) AsiyaFaisalKhan,MohdFaisalKhan(2013)AStudyontheAwarenessof
Product Ingredients among Women Skincare Users in
State Of Madhya Pradesh OSR Journal of Business and Management (IOSR-JBM)e-
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3) Mrs.J.VidhyaJawaharr.,K.Tamizhjyothi(2013)ConsumerAtitudetowards
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Books:

Philip Kotler, “Marketing Management ” 13th Edition. C.R Kothari, “Research

Methodology Methods and Techniques”.

Websites:
http://wikipedia.org.com
www.yahoo.com
www.google.com
http://www.library.uhn.edu
www.amsreview.org/articles/gi