Consumer Behavior

For Cosmetic and Hair accessories

Group 5

Prachi Parekh MBA/06/091

Mit Mehta MBA/06/084
Sohail Akhtar MBA/06/085
Varun Nair MBA/06/088
Aayush Kumar MBA/06/115
Saarvani Kotcherlakota MBA/06/137
High Involvement
Cosmetic
 Conversation brief Customer - 1
• Mode of purchase : Offline mostly, the makeup artist or saler can suggest
well as per her skin tone

• Price effect: Not much into consideration, but offers and deals are attractive

• Preferences: Regular wear makeup is preferred mostly

• Impact of culture: Yes as such no problem solving but the attitude and
personality to reflect themselves in culture or society they stay while
representing in functions and parties.

Variables: • Covid Effect: As such no effect in buying behaviour since she does not stay
- female in India.
- Mother of one year old
baby boy • Other key takeaways: She gets influenced on trying new cosmetic items
- MBA graduate because of her friends , a fix store for purchase as all her need items are
available in different brands, uses specific brand for specific cosmetic as
- Age between 25-30
after multiple trials
- Annual income of 5 lakh
as freelancer
 Conversation brief Customer - 2
• Mode of purchase : Prefers to buy offline from the same store every time.

• Price effect: No impact of price in buying decision

• Preferences: Prefers to buy based on her skin type and product ingredient

• Impact of culture: No such impact of culture for the products which she
frequently purchase.

• Covid Effect: Shifted to buying online during lockdown, however again

shifted to buying from store when things got normal.
Variables:
- female • Other key takeaways: She seems to be well informed about the product
- housewife that she uses. Once she developed trust in the product and brand ,nothing
- Age between 30-35 seems to influence her decision and doesn’t explore other alternatives. TV
Ads are influencers in her purchase decision.
- Annual income same as
family income
Low Involvement
Hair Accessories
 Conversation brief Customer - 3

• Mode of purchase : Offline, not malls but street shopping

• Price effect: Yes, she won’t shop a hairband costing more than 200
INR , no bundling effect as she finds them waste as not all options
available are of her choice

• Preferences: She uses them daily basis, not on a useful basis but she
find them pretty when used on hair going with her attire

• Impact of culture: She does not buy some of the products which her
family wont like or might look weird as of some cultural aspects. Variables:
•
-female
Covid Effect: Buying hair accessories increased for her as she
used to create reels and cluther to tie her long hair. -Graduate preparing
for masters
- Age between 20-25
- Pocket money a
source to spend
 Comparison

Impulse
Price
Purchase
For Hair accessories, Price is given more
people involved in preference in hair
impulse purchase accessories

Product Influence
Knowledge Cosmetic products
Cosmetic prodcuts requires more influence
demands more product from sales person as
knowledge as compared to hair
compared to hair accessories
accessorises
CONCLUSION
The products in which customer think a lot before purchasing
needs to marketed considering aspects whom they seek advice
for or who influences their purchase decision whereas low
involvement products can be sold easily by targeting the need
for the use of the same. Cosmetics should be more often pushed
by the sales person when they are visiting the store for
purchasing some regular item whereas for hair accessories
attractive displays should be used to often attract them at a
distant for impromptu purchase.
 Thank
You
CRÉDITOS: Esta plantilla de presentación fue creada por Slidesgo,
que incluye iconos de Flaticon, e infografías e imágenes de Freepik