" A study of consumer's brand preferences towards cosmetics

with special references to priya cosmetics "

Under the guidance of

K.UMARANI
Assistant Professor
GRDIM
PRESENTED

BY
INTRODUCTION
Cosmetic

Cosmetic word is originated from Greek word

“Kosmeticos” means adorn and preparation,
which is used for this purpose, is known as
cosmetic

“A cosmetic is an item intended to be rubbed,

poured, sprinkled or sprayed on, introduced in
to or otherwise applied to the human body or
any part thereof for cleansing, beautifying,
promoting attractiveness or altering the
appearance”.
OBJECTIVES
 OBJESTIVES OF STUDY

To study about marketing To find out the level of

strategies with celebrities for satisfaction of consumers of
cosmetics cosmetics

To identify the factors To find out consumer behavior

influences for cosmetics towards cosmetics
To find out problem faced by To identify the level of
the consumers of cosmetics awareness about cosmetics
SCOPE OF THE STUDY
 SCOPE OF STUDY

The study is conducted in Coimbatore city from people of different age group. The
study can be base research for cosmetic brands to identify the current market
situation. Furthermore, this study has examined that how celebrity is effective for
endorsing the cosmetic products and how companies can make their brand much
more powerful in their customer’s mind through this communication tool.
METHODOLOGY OF THE STUDY
 SOURCE OF DATA COLLECTION

Primary data Secondary data

Primary data is the data is collected from the Secondary data are collected from books,
respondent for the first time, it is original in magazines, web sites etc., and both open ended
nature. For the purpose of collection of primary & close-ended questions are incorporated in the
data, a well-structured questionnaire was questionnaire for the collection of data.
framed and filled by the respondents
POPULATION AND SAMPLE SIZE
Sample of 150 people were taken into study, and their data were
collected. Samples for their purpose of the study are selected
systematically

GEOGRAPHICAL AREA OF THE STUDY

Coimbatore city has been chosen the geographical area
of study

PERIOD OF THE STUDY

The period of the study is 4 months (from July 2020
to October 2020).
LIMITATIONS OF THE STUDY
The study is limited in Coimbatore district only.
The study could not learn the inner psychological
characteristic of the users of cosmetics clearly.

 The study could not quantify the opinion of the

respondents.
 The consumers hesitated to give the actual
information regarding the use of cosmetics

 Only a few selected manufacturers of cosmetic

products were considered for the study.
REVIEW OF LITERATURE
A1–Ashban and Burney Neeraj Kaushick and Deepak
Nair Vinith Kumar and Pillai Prakash
(2001) found that cosmetics
R A Study on Purchase Pattern of Gupta (2009) in their study on
buying behavior literature in
developing countries in cosmetics among consumers in kerala consumer buying pattern of
general is inadequate and (2007).The study analyses the purchase south Hariyana, found that the
ambiguous.planned patterns and spending styles of people Price and the Quality of the
Behavior, attitudes have
belonging to different segments of
considerable impact on product highly influence the
Cosmetic consumers in Kerala.
behavior. buying of cosmetics.
FINDINGS & SUGGESTIONS
FINDINGS
 Majority 67 81 percentage of
respondents female
 Majority 44 percentages of
respondent’s age group 18-25
 Majority 40 percentages of
respondent’s Area of residence is
Rural

SUGGESTIONS
 Pamphlets should be issued by the
show rooms.
 Advertisement should be displayed in
frequently seen channels.
 The company can sponsor many
program.
THANK YOU