Consumer Behavior On Personal Care Products: Presented By

Consumer Behavior on Personal Care Products

Presented by Oindrila Dasgupta Suvam Dey Sujata Sharma

INTRODUCTION Personal care includes products as diverse as cotton swabs, deodorant, lipstick, lip balm, shaving cream, body wash, talcum powder, cleansing pads etc. The Indian cosmetics industry is growing in terms of product development and marketing. The preference of Indian consumers is changing from the ‘merely functional’ products to more ‘advanced and specialized’ cosmetic items. According to global cosmetic industry report the advanced education provided by brands about the products’ ingredients and benefits have made today’s consumer more aware of what they are putting on there bodies and making them more willing to pay. The main reasons being a greater ability to purchase cosmetics products among a larger base are financially independent women, frequent relevant product launches and growing beauty consciousness and awareness, especially among the younger population.

Project Rationale Project rationales are as follows:

To know about consumer buying habits. To gain information about influencing factors for buying a product by consumers.

To know about motivational factors for choosing a product by consumers. To know how factors affecting for choosing a particular brand. To know how understanding of consumer behavior is important for any brand to grab and retain consumer.

Research Methodology Research Design: This project is based on information collected from primary sources. We have prepared a questionnaire comprising five degree of rating and We have done this project on the basis of data collected from sixty people, and then try to analyze it in various aspects. Sampling Technique: Sampling plays an important role in research. We have done simple random sampling where every element has an equal chance of getting selected to be the part sample. Here, each of sixty people can choose any one of five ratings for each question. Data Collection: Data collection method is primary as we collected data directly from respondents who are our friends, family and neighbours.

Data Analysis Usage of cosmetics according to age Usage of cosmetics according to age 30 25 20

15

No. respondents

10

5 0 20 to 30

30 to 40

40 to 50

50 above

According to the above analysis age group of 20 to 30 people mostly use the cosmetics.

CONTD.. Factors influencing for choosing a product 20 18 16 14 12 10 8 6 4

No. of Respondents

2 0

From the above analysis it is concluded that work place is most influencing factor for choosing a product.

CONTD.. Quality of Advertisement 35

30

25

20

No. of Respondent

15

10

5

0

Yes

No

May be

From the above analysis it is concluded that a quality advertisement can change the perception about the product.

CONTD.. Reasons of using cosmetics 2, 3%

8, 13% 15, 25%

Stylish Confident

Groomed

12, 20%

Trendy Any other 23, 39%

From the above analysis we can conclude that, confident is the most important reason for using cosmetics.

CONTD.. Influencing factors for purchasing a product Influencing factors 20 18 16 14 12 10

No. of Respondents

8 6 4 2 0

Price

Advt

Features

Brand

Packaging

From the above analysis it is concluded that features of the product is most influencing factor for purchasing a product.

CONTD.. Types of cosmetics 60

50

40

30

NO.of Respondent

20

10

0

Ayurvedic

Chemical

Both

Above analysis speculates that Ayurbedic cosmetics are the choice of most people.

CONTD.. Brand preference

From the above analysis it is concluded that among 10 popular brands lakme is preferred by most people.

Findings Moderate number of people is like to buy cosmetics frequently and mostly people buy cosmetics on a monthly basis.

Mostly age group of 20-30, is more interested in buying cosmetics. Consumers get information and talk more about cosmetics in their respective work place. Hence, workplace is the most influencing factor for choosing a

product. A good quality advertisement has great impact on consumer’s mind and it can change perception of consumers towards buying any product. Mostly people use cosmetics to look confident. Companies can reach more to their consumer by television advertisement. Most people gather information and suggestion before trying any product.

CONTD.. Most influencing factor for purchasing a product is the feature of the product Need for buying a cosmetic product motivates most to choose a product. People mostly spend money of below 500 rupees to buy any cosmetic product. Type of cosmetics is very important factor for choosing any

product. As people are more health conscious now, ayurbedic cosmetic products are the first choice of consumers now. People usually recommend brands of cosmetics depending

upon their past experience.

Conclusion With Respect To Consumer Behavior

Some major factors influence consumer.

Consumers are more selective . Consumers are preferred to gather information. Some motivational factors are affecting consumers perception.

Validation Through Relevant Advt

https://www.youtube.com/watch?v=ua2jhFqfjqI https://www.youtube.com/watch?v=FTgtH1IqJqw https://www.youtube.com/watch?v=MlcC_tT0v0U