Professional Documents
Culture Documents
Major Project
Major Project
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• Consumer behavior is the study • The process of selecting, organizing,
of when, why, how, and where subjectively interpreting, and responding
people do or do not buy to sensory data in a way that enables us
product. to make sense of our world”
• Decision making process. • The ability to capture, process, and
actively make sense of the information
that our senses receive.
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COMPANY PROFILE
1. i.Cosmetic Industry
ii.Hindustan Unilever Private Ltd
iii.Lakme
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i
• The cosmetic industry describes the industry that manufactures and distributes
cosmetic products.
• These include color cosmetics, like foundation and mascara, skincare such as
moisturizers and cleansers, hair care such as shampoos, conditioners and hair colors,
and toiletries such as bubble bath and soap.
• The largest cosmetic companies are Johnson & Johnson, L’Oreal Paris, Lakme,
Gillette, Nivea and Chanel Inc.
Cosmetic Industry
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ii
“
▹ Hindustan Unilever (HUL) is India’s largest fast moving consumer
goods company, with leadership in Home & Personal Care Products
and Foods & Beverages.
▹ HUL’s brands, spread across 20 distinct consumer categories, touch
the lives of two out of three Indians
▹ HUL also runs a rural health programme – Lifebuoy Swasthya
Chetana.
Lakme
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SWOT Analysis
STRENGTHS WEAKNESSES
• High Brand awareness • Limited presence in the premium market
• Product variety
• Differentiation problem
• Strong parent company
• Price positioning
•Celebrity endorsement
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▹ Anjana S (2018) in her research attempted to identify the factors affecting the
Literature consumers buying behavior towards cosmetic products. She concluded that
quality, price, brand, packaging, advertising are important factors affecting the
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▹ Indirapriyadharshini (2016) has studied ―consumer satisfaction on personal
care products of HUL.
▹ Umesh Maiya and Mavy Miranda (2013) in their study on buyer behaviour
towards cosmetics found that modern women have a strong desire and urge for
enhancing their beauty. The twin factors which everybody focused on were the
Quality and Price. It also stated that consumers realize the value for the money
they spend.
▹ Andrew Mc Dougall (2010) in his study stated that the main reason for the
growth in cosmetic sector is that the human being spent more for the cosmetics
owing to the concern for beauty and at the same resulted in the growth in
cosmetic sector.
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OBJECTIVES OF THE BJECTIVES OF THE
STUDY
4. STUDY
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• 97% of the respondents use cosmetics.
• 93% of the respondents are Lakme Cutomer
• Maximum respondents choose Lakme Products because of its Brand’s
Name.
• 80% of the respondents believe that Lakme provides quality product.
• Majority of the respondents find easy availability of Lakme products in
stores/ outlets.
• If not Lakme, then 55% of the respondents will choose Maybelline.
Therefore Maybelline can be considered as the Top most Competitor of
Lakme.
• Majority of the respondents purchase Lakme products from Online
Sites.
Findings
6 Women customers like best quality product on any price, so
company should keep on improving their products.
Suggestions
Customers always looks for some extra benefit with
purchasing. So this should also be kept in mind.
Most of the Indians still have the bad perception for the people
who use the cosmetic products on the regular basis. They feel
that those who use the cosmetic products, those who apply the
heavy makeups are not the nice people. Efforts should be made
to change this mind-set of the people by making them aware
about its use.
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Consumer buying Quality, value for The female customers
Conclusion behaviour is the money, Availability, likes the easily
important factor to Offers, product line availability of various
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Thanks!
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