A STUDY ON IMPACT AND INFLUENCE OF MAMA EARTH

A report submitted for the fulfilment of

award of degree of

BACHELOR OF COMMERCE
(Sem-6th )

University of lucknow
By

KUMAR HARSHIT

(Roll No-2110922010059 )

Under the supervision of

Mr. Satyajeet Asthana

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 ACKNOWLEDGEMENT

It is indeed with a great sense of pleasure and immense gratitude that I acknowledge
the help of these individuals.

I am highly indebted to Director Prof. (Dr.) Ashish Bhatnagar School of

Management Sciences, Lucknow for the facilities provided to accomplish this Mini
Project

I would like to thank my mentor (Mr.satyajeet asthana) for his/her constructive

guidance throughout my Mini Project.

I would like to thank Dr. Neerja Dixit, course coordinator Department of Commerce
for her grateful support.

I am extremely grateful to my department staff members and friends who helped me

in successful completion of this mini project.

Kumar Harshit

B.COM(6TH SEM)

Roll no.- 2110922010059

School of management sciences

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 CERTIFICATE

This is to certify that Kumar Harshit (Roll no.: 2110922010059), a student of

B.Com 6th semester at this Institute has completed his/her Mini project report on
The study on impact and influence of mama earth has been prepared under
my supervision as one of the requirements for the Degree of Bachelor of
Commerce from University of Lucknow, Lucknow.

I recommend that the report be evaluated.

Date:

Signature ……………..

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TABLE OF CONTENT
Particular Page No.

1. Introduction 1

2. Literature Review 8

3. Company Profile 12

4. Objective of the Study 36

5. Research Methodology 37

6. Limitations of The Study 41

7. Data Analysis and Interpretation 42

8. Findings 73

9. Suggestions and Recommendations 75

10. Conclusion 77

11. Bibliography 78

12. Annexure 79

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 CHAPTER – I

INTRODUCTION
Background of the Study: Mama Earth, a brand synonymous with natural

and toxin free products, has gained considerable traction in the consumer market

in recent years. With growing awareness of health and environmental concerns,

there has been a surge in demand for eco-friendly and sustainable products. Mama

Earth caters to this demand by offering a diverse range of skincare, haircare, and

baby care products made from natural ingredients. This study aims to delve into

the impact and influence of Mama Earth products within the Lucknow region, a

bustling urban centre in northern India.

Statement of the Problem: Despite the increasing popularity of Mama Earth

products nationwide, it is essential to understand their specific impact and

influence in Lucknow. This city presents a unique market landscape characterized

by its cultural heritage, diverse consumer demographics, and emerging trends in

health and wellness. Therefore, it is crucial to examine consumer perceptions,

purchasing behaviour, and the overall market dynamics surrounding Mama Earth

products to gain insights into their performance and potential within the Lucknow

market.

Scope of the Study: This study focuses exclusively on Mama Earth products

and their impact within the Lucknow region. It encompasses an analysis of

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 consumer behaviour, market penetration, and environmental consciousness

related to Mama

Earth products. The study will involve primary research through surveys,

interviews, and market analysis, targeting consumers, retailers, and other relevant

stakeholders within Lucknow.

Purpose of the Study: The primary purpose of this study is to provide a

comprehensive understanding of the impact and influence of Mama Earth

products in Lucknow. By examining consumer perceptions, market dynamics, and

environmental consciousness, the study aims to identify factors driving the

success of Mama Earth products in the region. Additionally, the study seeks to

offer insights that can inform marketing strategies, business decisions, and

sustainability initiatives related to Mama Earth products in Lucknow.

Rationale of the Study: The rationale behind conducting this study lies in

the need to bridge the gap between consumer preferences and market offerings

within the Lucknow region. As consumer awareness regarding health and

environmental issues continues to grow, there is a pressing need for brands like

Mama Earth to understand and adapt to evolving consumer demands. By

investigating the impact and influence of Mama Earth products in Lucknow, this

study aims to contribute valuable insights to academia, industry stakeholders, and

policymakers, facilitating informed decision making and fostering sustainable

business

practices.

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Consumer Behaviour towards Natural Products: Consumer behaviour

towards natural products are influenced by various factors such as health

consciousness, environmental concerns, and perceived product efficacy. Studies

have shown that consumers are increasingly inclined towards natural and organic

products due to their perceived health benefits and environmentally friendly

attributes. Factors such as ingredient transparency, product safety, and ethical

sourcing also play a crucial role in shaping consumer preferences. Understanding

these behavioural patterns is essential for brands like Mama Earth to effectively

target and engage with their target audience. Influence of Eco-conscious Brands:

Eco-conscious brands, like Mama Earth, leverage sustainability as a key

differentiator in the market. These brands prioritize environmental responsibility,

ethical sourcing, and eco-friendly packaging, resonating with consumers who

prioritize sustainability in their purchasing decisions. Studies have demonstrated

that eco-conscious branding can positively influence consumer perceptions,

leading to increased brand loyalty and purchase intent. Brands that effectively

communicate their commitment to sustainability can capitalize on this trend and

gain a competitive edge in the market.

Studies on Consumer Preferences in Lucknow: Research on consumer

preferences in Lucknow provides valuable insights into the local market dynamics

and consumer behaviour. Factors such as cultural influences, socio-economic

status, and lifestyle preferences shape consumer choices in the region. Studies

have indicated a growing demand for natural and organic products in Lucknow,

driven by increasing health awareness and changing consumer lifestyles.

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 Understanding these preferences allows brands like Mama Earth to tailor their

product offerings and marketing strategies to better resonate with the local

consumer base, ultimately driving sales and brand loyalty.

INDUSTRY PROFILES

The cosmetic industry is a dynamic and rapidly evolving sector that encompasses

a wide range of products designed to enhance personal grooming, beauty, and

wellbeing. With consumers increasingly prioritizing self-care, wellness, and

appearance, the cosmetic industry has witnessed substantial growth and

innovation in recent years.

Key characteristics of the cosmetic industry include:

1. Diverse Product Range: The cosmetic industry offers a diverse array of products
catering to various needs and preferences, including skincare, haircare, makeup,

fragrances, and personal hygiene products. These products come in various

formulations, textures, and packaging designs to appeal to different consumer

segments.

2. Market Segmentation: The cosmetic industry is characterized by extensive

market segmentation based on factors such as demographics, psychographics, and

geographic location. Manufacturers target specific consumer groups with tailored

product offerings and marketing strategies to meet their unique needs and

preferences.

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3. Innovation and Research: Innovation is a driving force within the cosmetic
Industry, with companies constantly striving to develop new formulations,

ingredients, and technologies to enhance product efficacy and appeal. Research

and development efforts focus on incorporating natural, organic, and scientifically

advanced ingredients to meet consumer demand for safe, effective, and

environmentally friendly products.

4. Brand Competition: Competition among cosmetic brands is intense, with both

established players and new entrants vying for market share and consumer

attention.

Brand differentiation is crucial, with companies leveraging factors such as

products quality, brand reputation, marketing campaigns, and customer

experience to stand out in the crowded marketplace.

5. Consumer Trends and Preferences: Consumer preferences within the cosmetic

industry is influenced by a variety of factors, including evolving beauty standards,

cultural influences, lifestyle trends, and sustainability concerns. There is a

growing demand for clean, green, and cruelty-free products, as well as an

increasing emphasis on transparency, authenticity, and inclusivity in brand

messaging and product offerings.

6. Distribution Channels: Cosmetic products are distributed through various

channels, including retail stores, specialty beauty outlets, department stores,

ecommerce platforms, direct sales, and subscription services. The rise of

ecommerce has transformed the way consumers shop for cosmetics, offering

convenience,

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 accessibility, and a wide selection of products.

7. Regulatory Environment: The cosmetic industry is subject to regulations and

standards governing product safety, labelling, and marketing practices.

Regulatory bodies such as the Food and Drug Administration (FDA) in the

United States and the European Union's Cosmetics Regulation enforce stringent

requirements to ensure the safety and efficacy of cosmetic products.

In summary, the cosmetic industry is a dynamic and multifaceted sector driven by

innovation, consumer demand, and evolving trends. Understanding the industry

landscape is essential for companies like Forest Essentials to navigate market

dynamics, capitalize on opportunities, and meet the needs of today's discerning

consumers.

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 CHAPTER – II
LITERATURE REVIEW
l. Mahboob Basha (2020): The study emphasizes the importance of creating

awareness about FMCG products to gain market share. It highlights the positive

correlation between customer satisfaction and increased purchasing levels. The

research aims to understand differences in consumer opinions based on

demographics such as age, educational qualification, location, and gender in

Nellore District of Andhra Pradesh.

2. Ganesh (2019): This study explores consumers' perceptions of brand loyalty

towards FMCG products. It identifies awareness, knowledge, attitude towards the

brand, satisfaction, and brand trust as crucial variables influencing brand loyalty.

Additionally, factors such as brand image, product quality, and product

involvement are considered significant determinants of brand loyalty.

3. Singh and Sharma (2019): The research analyses customer perceptions towards

cosmetic brands using an exploratory-cum-descriptive research design in Hisar

city, Haryana State. It finds that major cosmetics like shampoo, powder, and cream

are preferred by customers, with Lakme being the top brand among them.

4. Vibhuti et al. (2019): This study investigates consumer buying behaviour towards

selected FMCG products, emphasizing the changing needs and wants of

consumers in the era of globalization. It identifies various factors, including

 product, price, promotion, physiological, and psychological factors, affecting

consumer decision making processes.

5. Thanigachalam (2019): The article explores consumer behaviour towards

FMCG products in Puducherry, emphasizing the importance of promotional offers

and brand availability in shaping consumer preferences. It underscores the

dynamic nature of the FMCG sector and the importance of meeting consumer

needs

effectively.

6. Thanisorn and Byaporn (2018): The study examines Thai consumers'

perceptions of facial herbal cosmetic products, highlighting the influence of

marketing mix factors such as product, price, place, and promotion. It reveals that

Thai consumers prioritize physical appearance, safety, packaging design, and

marketing promotions when evaluating cosmetic products.

7. Eze et al. (2018): The research investigates the influence of brand image, product

knowledge, product quality, and price promotion on consumers' purchase

intention for cosmetic products among Generation Y female consumers in

Malacca, Malaysia. It finds that product image, product knowledge, and brand

image significantly influence purchase intention, while price promotion does not.

8. Sarfaraz and Pratik (2018): This study explores consumer perceptions towards

private label brands in the FMCG sector in the Anand and Vadodara regions. It
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 suggests that private label brands can be positioned as either premium quality

products or as value-for-money options, depending on retailers' strategies.

However, packaging design is identified as a potential limitation in conveying

product quality.

9. Additionally, Yuvaraj (2014) conducted research on consumer preferences for

cosmetic brands, revealing insights into brand preferences across different product

categories. The study identified Lakme as the preferred brand for lipstick and

makeup, Elite for nail polish, Revlon for eyeliner, and Avon for fragrance.

Consumers considered factors such as product quality, price, and promised results

when making purchasing decisions, indicating the importance of these attributes

in the cosmetics market.

10. Ulfat (2013) delved into the role of brand consciousness in determining consumer

satisfaction with beauty care products. The study revealed that consciously

selected brands significantly impacted females' beliefs about product benefits and

their willingness to pay a premium price. Brand consciousness emerged as a

primary factor influencing consumer satisfaction, with perceived product benefits

overshadowing concerns about price sensitivity.

11. In a similar vein, Yan et al. (2012) discovered various motivations driving

consumers' purchase decisions in the cosmetics sector. Women's buying behaviour

was influenced by factors such as brand reputation, price, recommendations from

friends and relatives, and packaging design. These findings highlight the

multifaceted nature of consumer preferences and the diverse factors that shape
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 their purchasing choices.

12. Yousaf and Usman et al. (2012) sheds light on the factors influencing brand

loyalty in the cosmetic industry. Their findings indicate that brand credibility,

brand awareness, brand association, perceived quality, and product knowledge are

crucial determinants of brand loyalty. The study underscores the positive

relationship between these independent variables and brand loyalty, with brand

awareness emerging as the most Impactful factor. Moreover, the research suggests

that consumers of L'Oreal exhibit higher brand loyalty compared to other brands.

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 CHAPTER - III
COMPANY PROFILE

Mama earth is an Indian brand specializing in toxin-free and natural skincare,

haircare, and baby care products. Founded by Varun Alagh and Ghazal Alagh in
2016, the brand focuses on offering safe and gentle products for both adults and
children. They emphasize using natural ingredients, free from harmful chemicals
like sulphates, parabens, and synthetic fragrances.

The company has gained popularity for its eco-friendly approach, cruelty-free
products, and commitment to sustainability. Mama earth's product range includes a
variety of items such as shampoos, lotions, face masks, and baby care essentials.
Over the years, it has expanded its presence both online and offline, catering to a
growing consumer demand for organic and natural products.

SUB PRODUCTS OT MAMA EARTH

Mama earth offers a wide range of natural and toxin-free skincare, haircare, and
baby care products. Some of their popular sub-products include:
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 1. Baby Care: Baby shampoo, baby lotion, baby body wash, diaper rash cream, and
baby massage oil.
2. Skincare: Face wash, moisturizers, serums, face masks, and under-eye creams.
3. Haircare: Shampoo, conditioner, hair oil, and hair masks.
4. Personal Care: Toothpaste, body lotion, sunscreen, and hand sanitizers.
5. Men's Care: Beard oil, face wash, and moisturizers designed specifically for
men.

Each of these categories has multiple products tailored to specific needs and
concerns.

BABY CARE
BABY SHAMPOO

Mama earth's baby shampoo is one of their popular products, specially formulated for
babies' delicate hair and scalp. It's known for being:

- *Toxin-Free*: Free from harmful chemicals like sulphates, parabens,

phthalates, and artificial fragrances.

- *Natural Ingredients*: Often contains natural ingredients like coconut-based

cleansers, aloe vera, and jojoba oil to nourish and moisturize baby's hair.

- *Gentle*: Designed to be tear-free, hypoallergenic, and gentle on the baby's

sensitive scalp and eyes.

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 - *Dermatologically Tested*: Ensures that it's safe and suitable for the baby's
delicate skin.

Many parents choose Mama earth baby shampoo because of its natural and safe
formulation that aims to keep babies' hair clean, soft, and healthy without any harsh
chemicals

BABY LOTION

Mama earth’s baby lotion is another popular product among parents. Here are some
key features and benefits of their baby lotion:

- *Toxin-Free*: Like all Mama earth products, their baby lotion is free from
harmful chemicals such as parabens, sulphates, and artificial fragrances.

- *Natural Ingredients*: Typically contains natural ingredients like shea

butter, cocoa butter, almond oil, and aloe vera. These ingredients help moisturize,
nourish, and soothe the baby's delicate skin.

- *Gentle Formula*: Designed to be hypoallergenic and suitable for babies

with sensitive skin or eczema-prone skin.

- *Dermatologically Tested*: Ensures that the lotion is safe for babies and
won't cause irritation or allergies.

- *Non-Greasy*: Absorbs quickly without leaving a greasy residue, leaving the

baby’s soft skin.

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BABY BODY WASH

Mama earth’s baby body wash is a favourite among parents looking for a gentle and
safe cleansing option for their babies. Here are some features and benefits of their
baby body wash:

- *Toxin-Free*: Just like other Mama earth products, their baby body wash is
free from harmful chemicals such as sulphates, parabens, and artificial fragrances.

- *Natural Ingredients*: Typically formulated with natural ingredients like

coconut based cleansers, aloe vera, and glycerine. These ingredients help cleanse,
moisturize, and nourish the baby's skin without stripping its natural oils.

- *pH Balanced*: Designed to match the natural pH level of baby's skin to keep
it soft and healthy.

- *Tear-Free*: Gentle formula that is tear-free to ensure a pleasant bathing

experience for babies.

- *Dermatologically Tested*: Ensures that the body wash is safe and suitable
for babies' delicate and sensitive skin.

Parents often appreciate Mama earth’s baby body wash for its gentle cleansing
properties and natural ingredients that help keep their baby's skin clean, soft, and
hydrated without any harsh chemicals.

DIAPER RASH CREAM

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Mama earth’s diaper rash cream is a trusted product among parents for treating and
preventing diaper rashes. Here are some features and benefits of their diaper rash
cream:

- *Toxin-Free*: Like all Mama earth products, their diaper rash cream is free
from harmful chemicals such as parabens, sulphates, and artificial fragrances.

- *Natural Ingredients*: Typically contains natural ingredients like zinc oxide,

coconut oil, shea butter, and calendula extract. These ingredients help soothe
irritated skin, provide a protective barrier, and promote healing.

- *Gentle Formula*: Designed to be hypoallergenic and suitable for babies

with sensitive skin or those prone to diaper rashes.

- *Fast-Acting*: Provides quick relief from diaper rash discomfort and helps
in healing the rash faster.

- *Dermatologically Tested*: Ensures that the cream is safe for babies and
won't cause further irritation or allergies.

Parents often choose Mama earth’s diaper rash cream because it offers effective
relief from diaper rashes while being gentle and safe for their baby's delicate skin.
Regular use can also help prevent diaper rashes by maintaining the skin's moisture
balance and protecting it from irritants

BABY MASSAGE OIL

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Mama earth’s baby massage oil is a popular choice among parents for nourishing
and moisturizing their baby's delicate skin during massage sessions. Here are some
features and benefits of their baby massage oil:

- *Toxin-Free*: Like all Mama earth products, their baby massage oil is free
from harmful chemicals such as mineral oil, parabens, and artificial fragrances.

- *Natural Ingredients*: Typically formulated with natural oils like sesame

oil, almond oil, jojoba oil, and coconut oil. These oils are rich in vitamins and
essential fatty acids that help moisturize, nourish, and protect the baby's skin.

- *Gentle Formula*: Designed to be hypoallergenic and suitable for babies

with sensitive skin or those prone to eczema or dry skin.

- *Soothing*: The gentle massage with this oil can help calm and relax the
baby, promoting better sleep and overall well-being.

- *Dermatologically Tested*: Ensures that the massage oil is safe for babies
and won't cause irritation or allergies.

Parents often appreciate Mama earth’s baby massage oil for its natural and safe
formulation that provides a soothing and nourishing experience during massage
sessions. It helps in maintaining the skin's moisture balance, making the baby's skin
soft, smooth, and healthy.

FACEWASH
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MAMA EARTH UBTAN FACE WASH

Mama earth’s Ubtan Face Wash is a popular skincare product that draws inspiration
from traditional Mama earth’s Ubtan Face Wash is a popular skincare product that
draws inspiration from traditional Indian skincare rituals. Here are some features
and benefits of their Ubtan Face Wash:

is formulated with natural ingredients like turmeric, saffron, and apricot oil.
Turmeric is known for its anti-inflammatory and brightening properties, while
saffron helps in improving skin texture and complexion. Apricot oil nourishes and
moisturizes the skin.

VITAMIN C FACEWASH

Mama earth’s Vitamin C Face Wash is formulated with Vitamin C and turmeric. It
helps in brightening the skin, reducing pigmentation, and promoting even skin tone.
The face wash is also free from harmful chemicals like sulphates, parabens, and
artificial fragrances, making it suitable for all skin types.

CHARCOAL FACEWASH

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Mama earth’s Charcoal Face Wash contains activated charcoal and coffee. It helps
to deeply cleanse the skin by removing dirt, impurities, and excess oil. The charcoal
also helps in detoxifying the skin, leaving it refreshed and revitalized. The face wash
is free from harmful chemicals, making it suitable for all skin types.

TEA TREE FACE WASH

Mama earth’s Tea Tree Face Wash contains tea tree oil and neem extracts. It helps
in controlling acne, reducing breakouts, and purifying the skin. The face wash is
gentle yet effective, suitable for oily and acne

RETINOL FACE WASH

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Mama earth’s Retinol Face Wash contains retinol and bakuchiol. It helps in reducing
fine lines, wrinkles, and signs of aging by promoting skin cell turnover. The face
wash also contains natural ingredients to moisturize and nourish the skin. It's
designed to be gentle enough for daily use, suitable for all skin types looking to
address aging concerns.

ALOE VERA FACE WASH

Mama earth’s Aloe Vera Face Wash is formulated with aloe vera and cucumber
extracts. It provides gentle cleansing while soothing and hydrating the skin. Aloe
vera is known for its moisturizing and healing properties, making this face wash
suitable for sensitive and dry skin. It helps in maintaining skin's natural moisture
balance and leaves the skin feeling refreshed and revitalized.

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 MOISTURIZERS
AQUA GLOW GEL AND MOISTURIZERS

The Mama Earth Aqua Glow Gel Face Moisturizer is a lightweight gel-based
moisturizer designed to hydrate and refresh the skin without leaving it greasy. It's
formulated with ingredients like hyaluronic acid and vitamin C to provide hydration
and a radiant glow to the skin.

RICE GEL FACE MOISTURIZER

The Mama Earth Rice Gel Face Moisturizer is formulated with rice water and
ceramides to provide deep hydration and nourishment to the skin. It aims to improve
skin texture, reduce pigmentation, and give the skin a healthy glow. The moisturizer
is also often free from harmful chemicals, making it suitable for sensitive skin.

VITAMIN C FACE MOISTURIZER

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The Mama Earth Vitamin C Face Moisturizer is designed to brighten and even out
skin tone while providing hydration. It contains vitamin C, which is known for its
antioxidant properties that help fight free radicals and promote collagen production.
This moisturizer aims to give the skin a radiant glow, reduce dark spots, and
improve overall skin texture. It's often suitable for all skin types and is free from
harmful chemicals.

SERUMS
SKIN ILLUMINATE FACE SERUM

Skin Illuminate Face Serum: Formulated to even out skin tone, reduce
pigmentation, and give the skin a radiant glow.

VITAMIN C FACE SERUM

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Vitamin C Face Serum: Designed to brighten skin, reduce dark spots, and boost
collagen production.

FACE MASK

UBTAN FACE MASK

"Mama earth Ubtan Face Mask" is a skincare product that's designed to provide the
benefits of traditional Ubtan in a convenient face mask form. It typically contains
natural ingredients like turmeric, saffron, and apricot oil to help brighten, exfoliate,
and nourish the skin. The mask aims to improve skin texture, reduce tan, and give
a radiant glow. Many people appreciate its natural formulation and its effectiveness
in addressing various skin concerns.

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NEEM FACE MASK

The Mamaearth Neem Face Mask contains neem and tea tree oil to help reduce acne
and control excess oil. It's designed to purify the skin and is available for purchase
on Mamaearth's website and other online retailers.

VITAMIN C FACE MASK

The Mamaearth Vitamin C Face Mask contains Vitamin C and turmeric to

brighten and rejuvenate the skin. It aims to reduce pigmentation and give a radiant
glow. It's available on Mamaearth's website and other online stores.

C3 FACE MASK

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The Mamaearth C3 Face Mask combines Charcoal, Coffee, and Clay to detoxify,
exfoliate, and purify the skin. It helps in removing impurities, reducing acne, and
giving a refreshed look. It's available on Mamaearth's website and various online
retailers.

HAIR CARE
ONION SHAMPOO, OIL & CONDITIONER

The Mamaearth Onion Hair Care range includes shampoo, oil, and conditioner
infused with onion extract. These products aim to strengthen hair, reduce hair fall,

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and promote hair growth. They're available on Mamaearth's website and other
online stores.

TEA TREE HAIR MASK

The Mamaearth Tea Tree Hair Mask contains tea tree oil to help soothe the scalp,
reduce dandruff, and promote healthy hair. It's designed to nourish and hydrate the
hair. Available on Mamaearth's website and other online retailer

BHRING AMLA HAIR OIL

The Mamaearth Bhring Amla Hair Oil is formulated with bhringraj and amla to
promote hair growth, strengthen hair, and prevent hair fall. It's designed to nourish

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the scalp and hair follicles. Available on Mamaearth's website and other online
retailers.

ARGAN HAIR MASK

The Mamaearth Argan Hair Mask contains argan oil to moisturize and nourish hair,
making it smoother and shinier. It helps repair damaged hair and reduce frizz.
Available on Mamaearth's website and other online retailers.

4P's of Marketing

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Product - The natural and toxin-free ingredients of Mamaearth's products set them
apart from other personal care products on the market. In its products, the company
uses a variety of plant-based components and avoids the use of harsh chemicals and
artificial smells. Mamaearth's products have also been dermatologically tested and
found to be hypoallergenic, making them suitable for even the most sensitive skin.

Price - Mamaearth's pricing strategy is a premium pricing strategy. This is due to

the high quality of its ingredients and the fact that its products are natural and devoid
of toxins. Mamaearth, on the other hand, offers a number of discounts and
promotions throughout the year, making its products cheaper to customers.

Place - Mamaearth's distribution channel is spread across various sources like,

including its own website, online marketplaces, and retail stores. This makes it easy
for consumers to purchase Mamaearth products, regardless of where they live or
how they prefer to shop.

Promotion - Mamaearth uses a variety of promotional channels to reach its target

audience and generate awareness and interest in its products. The company is very
active on social media, and it uses influencers to promote its products to its
followers. Mamaearth also runs television commercials and print ads. The company
uses a variety of channels to reach its target audience and make its products easily
accessible.

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 Marketing Strategy of Mamaearth

Marketing strategy is something that plays an important role in conveying the

message. Below, we are going to talk about the marketing strategy of Mamaearth.

Enhancing Customer Base

It is critical to learn that by the time you have to enhance your customer base. You
can’t be limited, and the world is your oyster. If we follow the pattern, Apple started
with the CPU, then personal computers, then iPhones, iPods, and much more. All
this time, they tried to grow. The same goes with Mamaearth; initially, it started out
to be the company of mothers and babies. However, it gradually began to grow its
client base. The company has now branched out into skincare. It offers bathing
ingredients, skincare serums and ointments, face wash, moisturizers, hair oils, and
a variety of other items. The greatest thing is that none of these items contain any
chemicals.

Search Engine Optimization

Mamaearth's website is well-optimized for on-page SEO. The company uses
relevant keywords throughout its website, including in its product titles,
descriptions, and blog posts. Mamaearth also has a strong internal linking structure,
which helps search engines crawl and index its website more efficiently.
Mamaearth's website has an authority score of 51, 2 million organic visitors, and
219.2K visitors from paid search. The company also has a strong off-page SEO
strategy. The company has built a large number of high-quality backlinks from other

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websites. Backlinks are among the most important factors in Google's ranking
algorithm, so Mamaearth's strong backlink profile helps it rank higher in SERPs.
Each month, millions of people visit the company's website, which prioritizes 91.5K
terms.

Brand Message

The brand message is a very important thing; it presents your brand in a nutshell.
So, it should be precise, clear, and engaging. It should commence with the
customers and proffer the feeling of home. Mamaearth's tagline and mission are
"Goodness Inside." It ensures that the brand does not jeopardize the consumers'
well-being. It offers goods that are free from contaminants and dangerous
chemicals. The brand's goods are somewhat more expensive, but they are of the
highest quality available.

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SOCIAL MEDIA AND INFLUENCER
MARKETING

Do you know how many people spend their time on social media? The answer is
every second individual. We are actually living in the social media era where things
can become memes, and people can become stars overnight. It can make and break
people. But more than this, people believe what they see on social media. It is the
platform for ordinary people to voice their opinions, and Mamaearth knows that.
Because of this, Mamaearth has established robust social media marketing
strategies. The crowd they seek is available on social media, so they approach
various influencers to spread the word about Mamaearth. The company is engaged
on several social media sites, including Twitter, Facebook, and Instagram.
Mamaearth's Influencer Marketing is the most influential approach, which includes
hashtags on platforms.

BRAND ENDORSEMENT

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It is one of the strongest pillars of Mamaearth's advertising strategy. It gradually
increases the overall value of the brand. The thing is, when a celebrity talks about
the product, people will fall for it no matter what. The same goes for if the brand is
endorsing our favourite show; we will definitely pay attention to it. Mamaearth's
growth accelerated after Shilpa Shetty, a well-known star, became a shareholder and
product ambassador. She is involved in the creation of new technologies and
marketing strategies. The actress used social media to promote the business. Not just
this, Big Boss, a popular reality television program, is also sponsored by the
company. The company has also roped in celebrities like Sara Ali Khan, Samantha
Ruth Prabhu and Sharmila Tagore to advertise their products.

MARKETING CAMPINGS

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The company has run a number of successful marketing campaigns over
the years, which have helped it build a strong brand image and reach a
wider audience.

#GoodnessMakesYouBeautiful - This campaign challenged traditional

beauty standards and promoted the idea that using natural and safe
products can make you look and feel your best. The campaign featured a
number of popular influencers and celebrities, and it was widely shared
on social media.

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#IssWinterGlowNaturally - This commercial emphasized the
advantages of utilizing Mamaearth's natural winter skincare products.
The campaign included a video ad starring actress Shilpa Shetty Kundra,
which was marketed on social media and on television.

Mamaearth for Babies - This campaign promoted Mamaearth's baby

care products, which are made with safe and gentle ingredients. The
campaign featured a video ad of a baby and its mother, and it was
promoted across social media.

Mamaearth Plastic Positivity - This campaign promoted Mamaearth's

efforts to reduce plastic waste. The campaign pledged to recycle one
plastic bottle for every order placed, and it was promoted across social
media and TV.

34
Mamaearth Plant Goodness - This campaign highlighted
Mamaearth's commitment to sustainability. The campaign pledged to
plant a tree for every order placed, and it was promoted across social
media.

CHAPTER - IV
OBJECTIVES OF THE STUDY
1. To assess consumer perception in the Lucknow region regarding
Mama Earth products.
2. To understand purchase behaviour in the Lucknow region
regarding Mama Earth products.
3. To evaluate sub products in the Lucknow region regarding Mama
Earth products.
4. To analyse market share and sales trends in the Lucknow region
regarding Mama Earth products.

35
5. To examine social and environmental impact in the Lucknow
region regarding Mama earth products.

CHAPTER - V
RESEARCH METHODOLOGY

1. Research Design:
Exploratory Research Design: This design aims to deeply investigate the

impact and influence of Mama Earth products in the Lucknow region,

exploring consumer perceptions, preferences, and behaviours to

understand their relationship with the brand.

2. Data Source:

Primary Data: Obtained directly from consumers and stakeholders in the

Lucknow region through surveys, interviews, and observations. This includes

Mama Earth product users, retailers, and representatives from the beauty and

skincare industry.

36
 Secondary Data: Gathered from existing literature, market reports, and online

sources focusing on Mama Earth products, consumer behaviour, and the

beauty industry landscape in Lucknow.

3. Sample Design:

Purposeful Sampling Technique: Consumers and stakeholders are

deliberately selected to ensure representation from various segments

such as age groups, income levels, and geographic locations within the

Lucknow region.

Sample Size: Targeting a diverse sample size sufficient to capture the

diverse perspectives and experiences of Mama Earth product users and

stakeholders in Lucknow.

4. Sample Type:
Purposeful Sampling Technique: Stakeholders are strategically selected based
on their relevance to the study objectives, allowing for a comprehensive
examination of the impact and influence of Mama Earth products in Lucknow.

5. Sample Size:
A varied sample size is considered, comprising Mama Earth product users,
retailers, and industry stakeholders, to ensure comprehensive insights into the
brand's impact and influence in the Lucknow region.

6. Sample Unit:
The sample consists of individuals and entities directly involved in the beauty
and skincare industry in Lucknow, including consumers, retailers, and industry
experts, enabling a holistic examination of the impact and influence of Mama
Earth products.

7. Method of Data Collection:

Surveys: Distributed to consumers and stakeholders to gather quantitative data

on their perceptions, usage patterns, and preferences regarding Mama Earth
products.

37
 Interviews: Conducted with key stakeholders, including retailers and industry
experts, to obtain qualitative insights into the impact and influence of Mama
Earth products in the Lucknow region.

Observations: Direct observations of consumer behaviour and product

availability in retail outlets may be conducted to supplement survey and
interview data, providing additional context.

8. Analytical Tools:

Content Analysis: Utilized to analyse qualitative data gathered from interviews

and observations, identifying themes and patterns related to the impact and
influence of Mama Earth products in Lucknow.
Statistical Analysis: Employed to analyse quantitative data from surveys,
Appling descriptive and inferential statistical techniques to uncover trends and
relationships within the data specific to the Lucknow region.
ow.

38
 8. Sample Type:

• Purposeful Sampling Technique: Stakeholders are strategically selected based on

their relevance to the study objectives, allowing for a comprehensive examination
of the impact and influence of Mama Earth products in Lucknow .

6. Sample Size:

A varied sample size is considered, comprising Mama Earth product users,

retailers, and industry stakeholders, to ensure comprehensive insights into

the brand's impact and influence in the Lucknow region.

7. Sample Unit:

The sample consists of individuals and entities directly involved in the

beauty and skincare industry in Lucknow, including consumers, retailers,

and industry experts, enabling a holistic examination of the impact and

influence of Mama Earth products.

8. Method of Data Collection:

Surveys: Distributed to consumers and stakeholders to gather quantitative

data on their perceptions, usage patterns, and preferences regarding Mama

Earth products.

Interviews: Conducted with key stakeholders, including retailers and

industry experts, to obtain qualitative insights into the impact and influence

of Mama Earth products in the Lucknow region.

Observations: Direct observations of consumer behaviour and product

availability in retail outlets may be conducted to supplement survey and

interview data, providing additional context.

9. Analytical Tools:

Content Analysis: Utilized to analyse qualitative data gathered

from interviews and observations, identifying themes and

patterns related to the impact and influence of Mama Earth

products in Lucknow.

Statistical Analysis: Employed to analyse quantitative data from

surveys, Appling descriptive and inferential statistical

techniques to uncover trends and relationships within the data

specific to the Lucknow region.

CHAPTER - VI

40
 LIMITATIONS OF THE STUDY

1. Potential bias in the sample population.

2. Findings may not apply to other regions.

3. Responses may be influenced by social desirability.

4. Subject to memory errors and biases.

5. Findings may not capture long-Tenn trends.

6. Influence of economic conditions and competition.

7. Challenges in interpretation due to diversity.

8. Limited access may affect depth of insights

CHAPTER – VII

DATA ANALYSIS AND INTERPRETATION

Question 1: How often do you purchase Mama Earth products?

41
 Interpretation: The majority of respondents (29%) indicated that they purchase
Mama Earth products occasionally, followed by monthly (23%) and weekly
(19%) purchases. Only a small percentage (12%) stated that they never purchase
Mama Earth products.

42
Question 2: What influences your decision to purchase Mama Earth products?

Interpretation: The data shows that the top influencing factor for purchasing
Mama Earth products is ingredients used (25%), followed closely by
recommendations from friends or family (19%).

Question 3: Are you aware of Mama Earth's focus on natural and toxin-free
ingredients?
Awareness Number of Respondents Percentage

43
Yes 79 79%

No 21 21%

Total 100 100 %

•yes 'No

Interpretation: A significant majority of respondents (79%) are aware of Mama

Earth's focus on natural and toxin-free ingredients, indicating a strong
understanding of the brand's ethos.

Question 4: How would you rate the quality of Mama Earth products compared
to other brands?

Rating Number of Respondents Percentage

Excellent 35 35%

Good 29 29%

Average 18 18%

Below Average 10 10%

44
Poor 8 8%

Total 100 100%

• Excellent • Good Average • Below Average Poor

Interpretation: The majority of respondents rate the quality of Mama Earth

products either as Excellent (35%) or Good (29%), indicating a generally positive
perception of the brand's product quality compared to other brands.

Question 5: Which Mama Earth product categories do you prefer?

Category Number of Respondents Percentage

Skincare 42 42%

Haircare 25 25%

Baby care 18 18%

Men's grooming 8 8%

Others 7 7%

Total 100 100%

45
 • Skincare • Haircare Baby care • Men's grooming Others

Interpretation: The most preferred Mama Earth product category among

respondents is skincare (42%), followed by haircare (25%). Baby care products
also garnered a notable percentage of preference at 18%.

Question 6: How likely are you to recommend Mama Earth products to others?

Likelihood Number of Respondents Percentage

Very likely 40 40%

Likely 32 32%

Neutral 10 10%

Unlikely 10 10%

Very unlikely 8 8%

Total 100 100%

46
 • Very likely • Likely Neutral • Unlikely Very unlikely

Interpretation: A majority of respondents (72%) express a positive likelihood

of recommending Mama Earth products to others, with 40% indicating they
are very likely to do so.

Question 7: Where do you usually purchase Mama Earth products?

Purchase Location Number of Respondents Percentage

Online 55 55%

Physical stores 25 25%

Mama Earth's website 15 15%

Other 5 5%

Total 100 100%

47
 • Online • Physical stores Mama Earth's website • Other

Interpretation: The majority of respondents (55%) prefer to purchase Mama

Earth products online, indicating a significant reliance on e-commerce platforms
for product acquisition.

Question 8: How satisfied are you with the variety of Mama Earth products available?

Satisfaction Level Number of Respondents Percentage

Very satisfied 30 30%

Satisfied 35 35%

Neutral 15 15%

Dissatisfied 15 15%

Very dissatisfied 5 5%

Total 100 100%

48
 • Very satisfied • Satisfied Neutral • Dissatisfied Very dissatisfied

variety Mama Interpretation: A majority of respondents (65%) express

satisfaction with the of Earth products available, with 30% indicating they are
very satisfied.

Question 9: Have you ever participated in promotional activities or events related

to Mama Earth products?

Participation Number of Respondents Percentage

Yes 45 45%

No 55 55%

Total 100 100%

49
 •yes • No

Interpretation: Nearly half of the respondents (45%) have participated

in promotional activities or events related to Mama Earth products,
indicating a significant level of engagement with the brand's marketing
initiatives.

Question 10: How important is the eco-friendliness of Mama Earth products in your
purchase decision?

Importance Level Number of Respondents Percentage

Very important 38 38%

Important 32 32%

Neutral 15 15%

Not important 10 10%

Not at all important 5 5%

Total 100 100%

50
 Very • Important Neutral • Not portant Not at all important
important

38%

Interpretation: The majority of respondents (70%) consider eco-friendliness to be

Important or very important in their purchase decision regarding Mama Earth
products, reflecting a significant concern for environmental sustainability among
consumers.

51
 11: Do you believe Mama Earth products are priced competitively
compared to similar brands?

Perception Number of Respondents Percentage

Yes 50 50%

No 25 25%

Neutral 25 25%

Total 100 100%

•yes • No Neutral

Interpretation: Half of the respondents (50%) believe that Mama Earth products
are priced competitively compared to similar brands, indicating a perception of
good value for money.

12: How satisfied are you with the packaging of Mama Earth products?

Satisfaction Level Number of Respondents Percentage

52
Interpretation: The majority of respondents (65%) express satisfaction with the
packaging of Mama Earth products, with 35% indicating they are very satisfied.

13: Have you ever faced any issues with the quality or effectiveness of
Mama Earth products?

Experience Number of Respondents Percentage

Yes 20 20%

53
No 80 80%

Total 100 100%

•yes • No

Interpretation: A minority of respondents (20%) have faced issues with the

quality or effectiveness of Mama Earth products, indicating generally positive
experiences with the brand.

Question 14: How likely are you to switch to another brand if Mama Earth
products were unavailable?

54
Interpretation: A majority of respondents (55%) express a likelihood of
switching to another brand if Mama Earth products were unavailable, with 30%
indicating they are neutral on the matter.

Question 15: Do you follow Mama Earth on social media platforms for updates

55
and promotions?
Social Media Presence Number of Respondents Percentage

Yes 60 60%

No 40 40%

Total 100 100%

•yes • No

Interpretation: A majority of respondents (60%) follow Mama Earth on social

media platforms for updates and promotions, indicating active engagement with
the brand's online presence.

16: How often do you engage with Mama Earth's social media content?
Engagement Frequency Number of Respondents Percentage

Daily 25 25%

Weekly 30 30%

56
Monthly 20 20%

Rarely 15 15%

Never 10 10%

Total 100 100%

• Daily Weekly • Monthly • Rarely Never

Interpretation: The data suggests that respondents engage with Mama Earth's
social media content regularly, with the majority (75%) indicating daily or
weekly engagement.

Question 17: Are you aware of any social initiatives undertaken by Mama Earth?

Awareness Number of Respondents Percentage

Yes 70 70%

No 30 30%

Total 100 100%

57
 •yes • No

Interpretation: The majority of respondents (70%) are aware of social initiatives

undertaken by Mama Earth, indicating a significant level of awareness
regarding the brand's corporate social responsibility efforts.

58
 18: How important are social initiatives in your perception of Mama
Earth as a brand?

Interpretation: The data indicates that a majority of respondents (80%) consider

social initiatives to be important or very important in their perception of Mama
Earthas a brand, suggesting that corporate social responsibility plays a
significant role in brand perception.
 Question 19: likely are you to consider Mama Earth products as gifts
for friends or family?

Interpretation: A majority of respondents (70%) express a likelihood of considering

Mama Earth products as gifts for friends or family, with 40% indicating they are very
likely to do so.

60
 61

Question 20: How satisfied are you with the availability of Mama Earth
products in your area?

Interpretation: The majority of respondents (65%) express satisfaction with the

availability of Mama Earth products in their area, with 30% indicating they are very
satisfied?
Question 21: how important is it for you to support local brands like Mama Earth?

Interpretation: The data suggests that a significant majority of respondents (75%)

consider it important or very important to support local brands like Mama Earth,
indicating a preference for brands with a local origin.

Question 22: How likely are you to try new Mama Earth products when they are
launched?

62
Interpretation: A majority of respondents (65%) express a likelihood of trying new
Mama Earth products when they are launched, with 35% indicating they are very likely
to do so.

Question 23: how satisfied are you with the customer service provided by Mama
Earth?

63
Interpretation: The majority of respondents (65%) express satisfaction with the
customer service provided by Mama Earth, with 30% indicating they are very
satisfied.
Question 24: Have you ever participated in any surveys or feedback programs
conducted by Mama Earth?

64
 Participation Number of Respondents Percentage

Yes 40 40%

No 60 60%

Total 100 100 %

•yes 'No

Interpretation: Forty percent of respondents have participated in surveys or feedback

programs conducted by Mama Earth, indicating a notable level of engagement with the
brand's feedback mechanisms.

Question 25: How likely are you to continue purchasing Mama Earth products in
the future?
Likelihood Number of Respondents Percentage

Very likely 45 45%

Likely 30 30%

Neutral 15 15

Unlikely 5 5%

65
Very unlikely 5 5%

Total 100 100%

• Very likely • Likely Neutral • Unlikely Very unlikely

Interpretation: A significant majority of respondents (75%) express a likelihood of

continuing to purchase Mama Earth products in the future, with 45% indicating they
are very likely to do so.

Question 26: How often do you read reviews or watch videos about Mama Earth
products before making a purchase decision?
Frequency Number of Respondents Percentage

Always 25 25%

66
Often 30 30%

Sometimes 25 25%

Rarely 15 15%

Never 5 5%

Total 100 100%

• Always • Often Sometimes • Rarely Never

Interpretation: The data suggests that a majority of respondents (80%) read

reviews or watch videos about Mama Earth products before making a purchase
decision, indicating a reliance on external feedback for informed choices.
Question 27: How satisfied are you with the effectiveness of Mama Earth
products compared to their claims?

67
Interpretation: The majority of respondents (70%) express satisfaction with the
effectiveness of Mama Earth products compared to their claims, with 40% indicating
they are very satisfied.

28: Do you believe Mama Earth products cater to a diverse range of skin
and hair types?
Perception Number of Respondents Percentage

68
Yes 50 50%

No 20 20%

Neutral 30 30%

Total 100 100%

•yes • No Neutral

30%

20%

Interpretation: Half of the respondents (50%) believe that Mama Earth products cater
to a diverse range of skin and hair types, indicating a perception of inclusivity in the
brand's product offerings.

Question 29: How likely are you to switch to Mama Earth products if they offer
more variety in their product range?

Likelihood Number of Respondents Percentage

Very likely 35 35%

Likely 30 30%

Neutral 20 20%

69
Unlikely 10
10%

Very unlikely 5 5%

Total 100 100%

• Very likely • Likely Neutral • Unlikely Very unlikely

Interpretation: A majority of respondents (65%) express a likelihood of switching to

Mama Earth products if they offer more variety in their product range, with 35%
indicating they are very likely to do so.

Question 30: How satisfied are you with the overall experience of using Mama
Earth products?

Satisfaction Level Number of Respondents Percentage

Very satisfied 40 40%

Satisfied 35 35%

Neutral 15 15%

Dissatisfied 5 5%

70
 Very dissatisfied 5 5%

Total 100 100%

• Very satisfied • Satisfied Neutral • Dissatisfied Very dissatisfied

Interpretation: The majority of respondents (75%) express satisfaction with the

overall experience of using Mama Earth products, with 40% indicating they are
very satisfied.

CHAPTER – VIII
FINDINGS
l. The majority of respondents purchase Mama Earth products occasionally, suggesting that

they may not be regular consumers but still engage with the brand periodically.

2. Ingredients used and recommendations from friends or family are the top influencing

factors for purchasing Mama Earth products, indicating a strong emphasis on product

quality and word-of-mouth marketing.

71
3. A significant majority of respondents are aware of Mama Earth's focus on natural and

toxin-free ingredients, reflecting a strong brand identity built around eco-friendly and

health-conscious values.

4. The majority of respondents rate the quality of Mama Earth products as either Excellent

or Good compared to other brands, indicating positive perceptions of the brand's product

quality.

5. Skincare products are the most preferred category among respondents, followed by

haircare and baby care, suggesting that Mama Earth has established a strong presence in

these segments.

6. A majority of respondents express a likelihood of recommending Mama Earth products

to others, Indicating high levels of satisfaction and brand advocacy.

7. The majority of respondents prefer to purchase Mama Earth products online, highlighting

the importance of e-commerce platforms in driving sales for the brand.

8. A significant majority of respondents consider eco-friendliness to be important in their

purchase decision, indicating a strong demand for sustainable and environmentally

conscious products.

9. The majority of respondents express a likelihood of continuing to purchase Mama Earth

products in the future, indicating a high level of brand loyalty and satisfaction.

10. A majority of respondents follow Mama Earth on social media platforms and engage with

its content regularly, highlighting the effectiveness of the brand's social media marketing

efforts.

72
 CHAPTER – IX
SUGGESTIONS AND
RECOMMENDATIONS

l. Mama Earth should consider expanding its product range to cater to a wider

audience, introducing new offerings in categories such as men's grooming and

expanding existing ranges in skincare and haircare to attract new customers and

increase sales.

2. The brand should focus on strengthening its online presence and optimizing

ecommerce channels. This involves enhancing the user experience on its website,

improving product visibility on online platforms, and leveraging digital marketing

strategies to reach a broader audience.

3. Mama Earth should continue emphasizing its commitment to sustainability and

use of natural, toxin-free ingredients. This commitment should be communicated

through marketing campaigns, product packaging, and social media content to

resonate with environmentally conscious consumers and differentiate the brand.

4. Mama Earth should actively engage with customers through surveys, feedback

programs, and social media platforms to understand preferences and address

concerns promptly. Incorporating customer feedback can help improve product

offerings, enhance satisfaction, and foster loyalty.

73
5. Building on high social media engagement, Mama Earth should continue

investing in social media marketing to maintain visibility, engage with customers,

and drive sales. This involves creating engaging content, collaborating with

influencers, and running targeted ad campaigns.

6. Mama Earth should foster a sense of community among customers by organizing

events, campaigns, or mitigative promoting social causes. Encouraging customer

participation and advocacy can strengthen brand loyalty.

7. The brand should focus on educating customers about product benefits and

ingredients used. Providing transparent information about formulations, sourcing

practices, and manufacturing processes builds trust and credibility.

74
 CHAPTER – X
CONCLUSION

In conclusion, the analysis of the questionnaire responses provides valuable

insights into consumer perceptions and preferences regarding Mama Earth
products. The findings highlight several key areas where the brand excels, as
well as opportunities for further improvement.

Mama Earth has established a strong reputation for its commitment to natural and
toxin-free ingredients, as well as its emphasis on sustainability. The brand's
products are generally well-regarded by consumers, with many expressing
satisfactions with their quality and effectiveness. Additionally, Mama Earth has
built a loyal customer base, as evidenced by the high likelihood of repeat purchases
and recommendations to others.
However, there are areas where Mama Earth can enhance its strategies to capitalize
on its strengths and address any areas of concern. Strengthening the brand's online
presence, expanding product variety, and continuing to engage with customers
through social media and feedback channels are all recommended strategies to
drive growth and increase brand loyalty.
Overall, Mama Earth is well-positioned to continue its success in the market by
leveraging its strong brand identity, commitment to sustainability, and dedication
to customer satisfaction. With the implementation of targeted strategies and
ongoing efforts to meet consumer needs, Mama Earth can further solidify its
position as a trusted provider of natural and eco-friendly personal care products.

75
 CHAPTER XI

BIBLIOGRAPHY
JOURNALS
Olsen D. R. (2003) — Journal on supply chain management Vol.5

Rushton Et Al (2000) - Journal on key challenges of warehouse.

Tommy Blomqvist (2010) — Journal on warehouse design for industry

J. GondaTorzay (2011) — Journal on planning and controlling

Dr. Vipul Chalotra (2013) — Journal on effective warehousing Vol. 1(1)

V. Venkatraman (2015) — Journal on production technology and

management vol.6

Saxena (2003) — Hazardous materials can be managed Vol.5(2)

Taylor & Francis (2015) — Journal on effective decision Vol.3

WEB RESOURCES
http://www.logisticsmanagement.com
http://orginlogistics.co.in
http://www.supplycahin24*7.com
www.mlv.com
 CHAPTER XII

ANNEXURE

QUESTIONNAIRE
1. How often do you purchase Mama Earth products?

• a) Daily

b) Weekly

• c) Monthly

d) Occasionally

• e) Never

2. What influences your decision to purchase Mama Earth products?

• a) Brand reputation

• b) Ingredients used

• c) Price

• d) Packaging

• e) Recommendations from friends/family

3. Are you aware of Mama Earth's focus on natural and toxin-free ingredients?

• a) Yes
• b) No
77
4. How would you rate the quality of Mama Earth products compared to other

brands?

• a) Excellent
• b) Good

• c) Average

• d) Below Average

• e) Poor
5. Which Mama Earth product categories do you prefer? (Select all that apply)

• a) Skincare

• b) Haircare

• c) Baby care

• d) Men's grooming

• e) Others (please specify)

6. How likely are you to recommend Mama Earth products to others?

• a) Very likely

• b) Likely

• c) Neutral

• d) Unlikely

• e) Very unlikely

7. Where do you usually purchase Mama Earth products?

 • a) Online (e-commerce platforms)
• b) Physical stores (supermarkets, pharmacies, etc.)

• c) Mama Earth's official website

• d) Other (please specify)

8. How satisfied are you with the variety of Mama Earth products available?

80

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied

• e) Very dissatisfied

79
9. Have you ever participated in promotional activities or events related to Mama

Earth products?

•
a) Yes

 b) No

10. How important is the eco-friendliness of Mama Earth products in your purchase

decision?

• a) Very important

• b) Important

• c) Neutral

• d) Not important

• e) Not at all important l l. Do you believe Mama Earth products are priced

competitively compared to

similar brands?

• a) Yes
• b) No

12. How satisfied are you with the packaging of Mama Earth products?

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied
 • e) Very dissatisfied
13. Have you ever faced any issues with the quality or effectiveness of Mama Earth

products?

•
a) Yes

89
14. How likely are you to switch to another brand if Mama Earth products were

unavailable?

• a) Very likely

• b) Likely

• c) Neutral

• d) Unlikely

• e) Very unlikely
15. Do you follow Mama Earth on social media platforms for updates and

promotions?

• a) Yes
• b) No

16. How often do you engage with Mama Earth's social media content?

• a) Daily

• b) Weekly

• c) Monthly

• d) Rarely

81
 • e) Never
17. Are you aware of any social initiatives undertaken by Mama Earth?

• a) Yes
• b) No

18. How important are social initiatives in your perception of Mama Earth as a

brand?

• a) Very important
 • b) Important

• c) Neutral

• d) Not important

• e) Not at all important

19. How likely are you to consider Mama Earth products as gifts for friends or

family?

• a) Very likely

• b) Likely

• c) Neutral

• d) Unlikely

• e) Very unlikely

20. How satisfied are you with the availability of Mama Earth products in your area?

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied

• e) Very dissatisfied

21. How important is it for you to support local brands like Mama Earth?

• a) Very important

83
 • b) Important

• c) Neutral

• d) Not important
• e) Not at all important
22. How likely are you to try new Mama Earth products when they are launched?

• a) Very likely

• b) Likely

• c) Neutral

• d) Unlikely

• e) Very unlikely
23. How satisfied are you with the customer service provided by Mama Earth?

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied

• e) Very dissatisfied
24. Have you ever participated in any surveys or feedback programs conducted by

Mama Earth?

• a) Yes
• b) No

25. How likely are you to continue purchasing Mama Earth products in the future?

• a) Very likely

84
 • b) Likely

• c) Neutral

• d) Unlikely

• e) Very unlikely
26. How often do you read reviews or watch videos about Mama Earth products

before making a purchase decision?

• a) Always

• b) Often

• c) Sometimes

• d) Rarely

• e) Never
27. How satisfied are you with the effectiveness of Mama Earth products compared

to their claims?

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied

• e) Very dissatisfied
28. Do you believe Mama Earth products cater to a diverse range of skin and hair

types?

• a) Yes
• b) No

85
29. How likely are you to switch to Mama Earth products if they offer more variety

in their product range?

• a) Very likely

• b) Likely

• c) Neutral

• d) Unlikely
• e) Very unlikely
30. How satisfied are you with the overall experience of using Mama Earth
products?

• a) Very satisfied

• b) Satisfied

• c) Neutral

• d) Dissatisfied

• e) Very dissatisfied

86