Research

1. Research Objective
Understanding the male buying behaviour of cosmetic products at Retail Outlets
The main objective behind the project is to understand male buying Behaviour for cosmetic products at retail outlets in the Mumbai region. The age group of males who were surveyed fall in the range of 18-35.

2. Objective of the research

y y y The relationship between self image and normative influences The relationship between behaviour intention and purchase The relationship between Buying Behaviour and Pricing Strategy

3. Limitations of the Research

y y y y Time constraints Sample size of 50 may not be a good representative of the entire population Geographic area This research work is not free from bias. The research conclusions cannot be verified. The reproduction of the same project on the same class of respondents give different research results.

4. Research Methodology
Research methodology is a way to systematically solve the research problem; it not only takes the research methods but also considers logic behind the methods. The study of research methodology for developing the project gives us the necessary training in gathering materials and arranging them, participation in the field work when required, and

provides training in techniques for the collection of data appropriate to particular problems. Descriptive Research is defined as research that determines the cause of something and/ordescribes the behaviour of something. Coming from a market research perspective, descriptive research is considered to be an important tool in understanding consumer behaviour. To conduct this type of research in regard to a market, we determined the purpose of the research, formed a questionnaire stating what we wanted to know and form a hypothesis as to what the answer might be. Once the purpose, questionnaire and a hypothesis were put together, we adopted an observation method to create a market research study.

5. Sampling Plan

5.1 Sampling Frame

The first step in developing any sample design is to clearly define the set of objects, to be studied. The population under survey was finite such as the various individuals which would require cosmetic products in the Mumbai Region.

5.2

Sampling Unit

A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit may be a geographical one such as state, district, village, etc., or a construction unit such as house, flat, etc., or it may be a social unit such as family, club, school, etc., or it may be an individual.

For the purpose of our research, depending upon the basket of products we conducted a research on the male consumers who lie in the group of 18-35.

5.3

Sample Size

This refers to the number of items to be selected from the universe to Constitute a sample. The size of sample should neither be excessively large, nor too small. It should be optimum. An optimum sample is one which fulfils the requirements of efficiency, representativeness, reliability and flexibility.

While deciding the size of sample, we determined the desired precision as also an acceptable confidence level for the estimate. The size of population was kept in view for this also limits the sample size. We considered the parameters of interest for research study while deciding the size of the sample.

5.4

Sampling Method

In Non-probability sampling the organisers of the inquiry purposively choose the particular units of the sampling frame for constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or representative of the whole . We selected different male consumers for the purpose of research based in the age group of 18-25 since it was convenient for us to approach maximum number of sample size in a very limited time period.

6 Data Collection
There are two types of method of data collection to be used for the study viz., primary and secondary. The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. The secondary data, on the other hand, are those which have already been collected by someone else and which have already been passed through the statistical process. The methods of collecting primary and secondary data differ since primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation. Primary data was the main source of data for our research. It was collected by designing a questionnaire and collecting the responses by using observation method. We also studied literature on security equipment industry and consumer behaviour which forms the source of secondary data.

7 Research Approach
Observation Method: The observation method is the most commonly used method especially in studies relating to behavioural sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. In case the observation is characterised by a careful definition of the units to be observed, the style of recording the observed information, standardised conditions of observation and the selection of pertinent data of observation, then the observation is called as structured observation. Structured observation is considered appropriate in descriptive studies. In our research we have tried to use participant type of observation method wherein we designed a questionnaire and then conducted surveys by sending it via email, one-on-one and various other methods..

7.1 Research Instrument

The research instrument used was a questionnaire. Keeping the method of observation in mind, close ended multiple-choice questions were used which helped in forming a structured observation using the likert scale.