A PROJECT REPORT On
“PERCEPTION AND BUYING BEHAVIOUR OF MODERN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS” Submitted in the partial fulfilment for the award of Degree of Bachelor of Business Administration BBA (General) SIKKIM MANIA MANIA! ! "NI#$%SI&' "NI#$%SI&' INDIA
Submitted b* awan Kumar Kandala AKASH INSTITUTE OF MANAGEMENT BILASPUR (C.G.)
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A
PROJECT REPORT On
“PERCEPTION AND BUYING BEHAVIOUR OF MODERN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS” Submitted in the partial fullment for the award of Degree of Bachelor of Business Administration Administration BBA(General) SIKKIM MAI!A" MAI!A" #I$%&SI' #I$%&SI' IDIA Guidee Name Guid Name:: da#u$%a
Tanu nu! !"e "eee
Submit B* ame+!a
Seni&" 'au%* MBA(HR)
Kumar Kandala no,-./0/-/12Session ./-34-5
Submitted to+ Sandeep Mishra SENIOR SENIO R FACUL FACULTY TY MEMBER MEMBE R AKASH INSTITUTE OF MANAGEMENT BILASPUR (C.G.) CENTER CODE !"#
DECLARATION 2 | P a g e
%nrolm
I P$%$n K&'$ K$n$*$+ ,-&n- /0 BBA+ 1-2 S',- 3n -2 4$ 5!#6"5!#61 274 8*$ -2$-+ I 2$9 &n:/n -2 ;/<8- %/= /n
“PERCEPTION AND BUYING BEHAVIOUR OF MODERN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS” T23, ;/<8- ;/- 3, $n /3:3n$* %/= 8$3 /&- 74 ' $n -2 ;/- 2$, n/- 7n ,&7'3-- -/ $n4 /-2 Un39,3-4 0/ -2 $%$ /0 $n4 : / 3;*/'$.
Submitted B* + ame+!awan Kandala
En"&men% n&.
-./0/-/12-
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Kumar
T& +!&m i% ma* &ne"n
Kandaa student of BBA,6th Semester in the This This is to certify certify that Pa+an Kuma" Kandaa
year 2015-2016 has undergone the project wor on
“PERCEPTION AND BUYING BEHAVIOUR OF MODERN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS” The su!ject matter of this thesis is a record of origina" in#estigations carried out !y the candidate $To the !est of my now"edge% the contents of thesis did not form a !asis for the award of any pre#ious degree to her or to any other person$
The effort put !y Pa+an Kuma" Kandaa in the project is outstanding $The findings of the project ha#e !een the greatest interest and use to us$
& wish to Pa+an Kuma" Kandaa a"" success in his professiona" career$
,a%e: -/0/1023
Guide Name: Tanu!"ee Tanu!"ee da#u$%a Seni&" 'au%* MBA(HR)
Pae -
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Bia$u"
E>$'3n,? C-3@8$-3/n
T2 ;/<8- ;/- /0 P$%$n K&'$ K$n$*$ On
“PERCEPTION AND BUYING BEHAVIOUR OF MODERN CONSUMERS TOWARDS PERSONAL CARE PRODUCTS” Is appro6ed and is acceptable in 7ualit* and form,
Internal %8aminer+ %8ternal %8aminer+ 444444444444444444444444444444 444444444444444444444444444444444444 4444444
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ACKNOWLEDGEMENT 'irst and foremost, & than a"mighty for eeping me ha"e and hea"thy for successfu" comp"etion of the project$ & e(press my deepest gratitude to our )*+ Aash &nstitute *f anagement. had gi#en this opportunity to do this project$ & profound"y than our )ead of the +epartment r$ Sandeep ishra )*+, anagement. for pro#iding a great opportunity to do this project$ & sincere"y than to my guide, Tanu!"ee ,a#u$%a(MBA4HR) for her ind words and continuous encouragement which has inspired me in comp"etion of this project and a"so for gi#ing me the opportunity to e(ecute the project successfu""y with her guidance in their esteemed organi/ation$ & am a"so taing the p"easure to e(press my sincere thans to a"" other staff mem!ers of The +epartment of anagement Studies, Aash &nstitute of anagement for their ind cooperation$ ast !ut not "east, & wou"d "ie to con#ey my sincere gratitude t o my parents and friends, who ha#e a"ways !een a source of inspiration towards the comp"etion of this project
!awan Kumar Kandala
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ame+
Inde5
1$ &ntroduction 2$ Bac round of the Study $ )istory of cosmetic products in india 3$ Scope of Study 5$ 4eed of Study 6$ *!jecti#e of the study $ esearch ethodo"ogy 7$ 8ro!"ems 9 imitations :$ 'inding, Ana"ysis 9 &nterpretations 10$ Suggestion 11$ ;onc"usion 12$
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2. In%"&du%i&n
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INTRO,UCTION TO THE TOPIC
enera""y, persona" care products are these products which a consumer uses for his persona" purpose$ &t inc"udes different types of cosmetic and sin care products "ie ta"c, co"d cream, fairness cream, toothpaste, tooth!rush, perfume, deodorant, hair oi", shampoo, soap, and a"" type of !a!y care and !eauty care products$ These are the core '; products$ Any person need for these products e#ery day$ 8ersona" care products are a part of '; industry$ &n some words we can say that persona" care products are the !ac!one of '; industry$ As per the time passes away, the demand of persona" care products are a"so increasing day per day and future of these products are a"so #ery !right and profita!"e$ There was a time when consumers not spend too much amount on the persona" care products$ But in those days, they are not on"y eager for spending more money on the cosmetic products, !ut at the same time they are "ooing for a good and prestigious !rand for the particu"ar product$ odern media and ad#ertisement p"ays an important ro"e in the increasing of demand of persona" care goods$ 8eop"e of metro cities are too much !rand conscious !ut if we "oo at the peop"e of semi ur!an and rura" areas, they are a"so "ooing for a good !rand for the particu"ar product$ )imani 'air and )andsome ardon =a"i 'airness ;ream, Thanda Thanda ;oo" ;oo" 4a#ratna ta"c, &nternationa" u( etc$ are the some of the front dri#e of ad#ertisement in the way of the success of persona" care products$
Ba6#"&und &' %!e S%ud*
The &ndian cosmetic &ndustry has witnessed rapid growth o#er the "ast coup"e of decades$ &n that time the range of cosmetic and !eauty products in &ndia has widened tremendous"y$ Beauty products manufacturers in &ndia most"y cater to the great demand for cosmetics and toi"etries that fa"" into the "ow or medium-price categories 9 | P a g e
as the greatest demand in &ndia has a"ways !een for these economica""y priced products$ )owe#er, in recent years in the cosmetics maret &ndia competitors ha#e !egun to manufacture products to cater to an &nternationa" need$ 'or instance, her!a" cosmetics from &ndia ha#e a great demand in the o#erseas maret and many cosmetic products that are manufactured in &ndia today are supp"ied to internationa" supp"iers of !randed cosmetics products "ie The Body Shop for e(amp"e$ 4ew facts that ha#e !een un#ei"ed !y a series of cosmetics !usiness maret ana"ysis &ndia re#ea" that many &nternationa" companies are now outsourcing cosmetics to &ndia and that the industry of cosmetic products &ndia is growing at an a#erage rate of a"most twenty percent annua""y$ This increase is attri!uted to two main factors$ The first !eing the increase for the demand in &ndian cost-effecti#e products and the second !eing the increased purchasing power of the a#erage &ndian$ There are a"so many reasons for the increased demand for cosmetics products in particu"ar$ =ith the introduction of sate""ite te"e#ision and a wide array of te"e#ision channe"s as we"" as the &nternet, the a#erage &ndian consumer is constant"y !om!arded with ad#ertisements and information on new cosmetic products which often trans"ates into the desire to purchase them$ A !oom in the &ndian fashion industry has a"so !een "ined to the increased awareness of &ndian peop"e a!out their appearances and conse>uent"y contri!uted to an increase in the demand for cosmetic products$ )owe#er, e#en with the massi#e surge in the popu"arity of cosmetic products, statistics ha#e shown that the a#erage &ndian consumer spends much "ess on cosmetic products than consumers from e#ery other part of the wor"d$ This means that the &ndian cosmetic industry has an e#en greater potentia" for growth than it is present"y e(periencing$ &n the entire range of products that fa"" within the territory of the &ndian cosmetic and toi"etries maret, the most popu"ar items are co"or cosmetics, of which nai" #arnish, "ipstics and "ip g"osses account for the most sa"es$ &n this area, popu"ar "oca" !rand names inc"ude ame and e#"on$ Sin-care cosmetics ha#e e(perienced a s"ower growth and products such as anti-wrin"e creams, c"eansers and toners, for 10 | P a g e
instance are not as popu"ar as facia" creams, moisturi/ers and fairness creams in this genre$ ;ompanies "ie 8onds and 'air and o#e"y ru"e the roost in this segment$ 'ew cu"tures #a"ued !eauty and cosmetic products in ancient times as the ?gyptians did$ The history of ancient cosmetics can a"so !e traced !ac to the cu"ture of ancient reece and mae-up was a"so popu"ar in the oman ?mpire$ There is sufficient e#idence to suggest that peop"e from a"" these three cu"tures used hair dyes for instance$ These peop"e used her!a" concoctions with components "ie henna, sage and chamomi"e to daren their hair$ &t was on"y in the renaissance period that !"ond hair !ecame fashiona!"e$ A"though cosmetic products ha#e undergone many changes in modern times, the !asic concept of using cosmetics to enhance the features of good hea"th has not changed$ 'or instance, !"ush-on is used to concea" pa"e present a picture of rosy chees as opposed to pa"e sin and nai" po"ish can !e used to concea" !ritt"e or dry nai"s$ The history of maeup cosmetics howe#er is tarnished !y the i""-effects that were often e(perienced after app"ying many ancient mae-up products$ This was !ecause many such products were created using dangerous components and a"so !ecause c"eansing "otions are not anywhere to !e found in the ear"y history of cosmetics$ Hi%&"* &' &me%i $"&du% in India:-
The history of the cosmetics industry inc"udes #ery dar chapters in ?uropean and =estern countries from a!out si( centuries !ac$ i(tures and pastes were then used to whiten the face, a practice which remained popu"ar ti"" o#er four hundred years "ater$ The ear"y mi(tures that were used in ?urope for this purpose were so potent that they often "ed to para"ysis, stroes or death$ &n that era, another method that was emp"oyed to mae the sin appear fairer was to !"eed onese"f using "eeches$ @p to the "ate nineteenth century, women in =estern countries may ha#e secret"y worn mae-up made from mi(tures of househo"d products, as mae-up was then deemed the domain of fi"m stars$ ;osmetics were on"y open"y put up for sa"e in the ear"y part of the twentieth century for the first time$ Tanned or darer sin tones !ecame popu"ar on"y as "ate as the ear"y twentieth century$ &t was in this era that tanning the sin !ecame a 11 | P a g e
popu"ar fad$ The history of cosmetics in the 1:0s and 1:30s shows how the fashion or trend with respect to "ipstic co"ors was changed annua""y, getting darer and c"oser to red e#ery passing year$ ;osmetic products were once the so"e domain of fi"m persona"ities and stage actors$ The use of cosmetics in those eras was restricted to the purpose of creating a dramatic effect$)owe#er, with the passage of time, women started using cosmetics to high"ight their facia" features as we""$ &n &ndia !eetroot was used to redden the chees, whi"e in =estern countries, certain chemica"s were used to daren the hair$ 'ina""y, !ecause of the wor"d-wide demand for mae-up for the a#erage person, cosmetics fina""y !ecame a#ai"a!"e for sa"e to the common man$ Some common cosmetics inc"ude "ipstics, !"ush-on or rouge as it is sometimes nown, eye"iners, mascaras, foundations and eye shadows$ ipstics are made using co"or pigments, oi"s, wa(es and often fragrances as we""$ +ifferent cosmetic companies a"so add #arious other su!stances to create other effects with "ipstic$ The o"dest use of "ipstic can !e traced !ac to a"most fi#e thousand years ago, when women of the esopotamian cu"ture and of the &ndus #a""ey ci#i"i/ation are !e"ie#ed to ha#e crushed semi- precious stones and mi(ed them into a paste to app"y to the "ips for added co"or$ Through the centuries, "ipstic remained popu"ar with women of different cu"tures and whi"e some ancient "ipsticmanufacturing techni>ues emp"oyed the use of potent and to(ic chemica"s, others used #egeta!"e or anima" e(tracts$ Today, a wide range of "ipstics are a#ai"a!"e in the cosmetic maret to cater to the #arious needs of the consumer$ There are organic and natura" "ipstics as we"" as "ip-g"oss and "ip penci"s which come in a wide #ariety of co"ors to suit a huge spectrum of sin tones$ =or"dwide, "ipstics are the most popu"ar cosmetic in the cosmetic maret today$ 8erfume is another popu"ar cosmetic product$ &t is a fragrant mi(ture made using #arious oi"s and aromatic compounds$ @sua""y e#ery perfume manufacturer eeps the e(act com!ination of ingredients a secret, especia""y in the case of perfumes that are manufactured !y "arge !rand names$ ouge or !"ush-on is a cosmetic which is used to 12 | P a g e
redden the chees$ &n ancient times, women resorted to pinching their chees, or using the e(tracts of mu"!erries, !eetroot or other such e(tracts to co"or their chees and ac>uire a hea"thy "oo$ Typica""y women use this product to high"ight chee!ones !ut newer mae-up techni>ues in#o"#e using rouge to add co"or to the app"e of ones chees$ ouge is a#ai"a!"e as a pressed powder or as a cream-!ased paste$ ?ye "iner is used to emphasi/e the shape of the eyes$ Today there are many inds of eye"iners "ie "i>uid eye"iners, or oh" and aja", a"" of which can !e used to create different effects and "oos$ Smoy eyes and the gothic "oo are in #ogue nowadays and these "oos can !e created using oh" o#er and under the eye with meta""ic go"d or si"#er eye shadow$
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S&$e and Need &' S%ud*
S&$e &' %!e S%ud*
The &ndian cosmetic &ndustry has witnessed rapid growth in the "ast coup"e of years, growing at a ;A of around $5 !etween 201 and 2013$ =ith impro#ing purchasing power and increasing fashion consciousness, the industry is e(pected to maintain the growth momentum with margina" s"owdown due to economic s"owdown. during our forecast period 201-2013.$ &t is projected to grow at a ;A of around during the forecast period, says &ndian ;osmetic Sector Ana"ysis 2012013.C$ 2. Increase in the Demand of Beaut products. --- 'rom the "ast few years, the
demand of !eauty products in &ndia has !een increased in a good speed$ 4ot on"y 14 | P a g e
women !ut men are a"so #ery conscious towards their face and other persona" care$ any companies are engaged in producing the products according to them$ So, the maret is seeing to !e #ery !right$ 7. A !arge %ural "rban enetration 8 The penetration ratio in rura" maret is #ery
cha""enging and prospecti#e$ So, there is a good scope in these areas$ . +pportunit in Semi,"rban Mar-et 9 There is a good opportunity of cosmetic
products in the semi ur!an maret$ The peop"e are "ooing towards a good !rand name and >ua"ity within them$ . An "ntapped %ural Mar-et 9 There is an untapped maret is a#ai"a!"e for
cosmetic products in the rura" area in &ndia$ &t is an awesome opportunity for these companies$ Need &' %!e S%ud*
The study is done for getting a deep now"edge and idea a!out &ndian cosmeticDDpersona" care sector$ The need or o!jecti#e of the study is to 6n&+ %!e !&+ mu! &nume" #i;e $"e'e"ene %& %!e <"and &' &me%i #&&d +!e%!e" %!e u%&me" a"e a%i'ied +i%! %!e &me%i $"&du% &' %!e &m$an* and !&+ 'a" %!e &m$an* i a<e %& a%i'* %!e u%&me" in %e"m &' =uai%* and &% 'a%&" ine in %&da*> m&de"n e"a u%&me" a"e %!e '&u '&" an* &m$an* , any
organi/ation that without satisfying them no company can sur#i#e in this g"o!a" competiti#e age$ 4on satisfaction of the potentia" customers can "ead them to switch o#er to another one$ 4ow the po"icy e#ery company or organi/ation is to pro#ide satisfaction as there e(ists a "ot of competition for them$ )ence it !ecomes necessary to conduct a comprehensi#e research in terms of customer satisfaction so that it is a!"e to now how far it stands !efore others$ This a"so he"ps to judge whether if there is any "ag in the po"icy and cou"d tae immediate action to rectify it$ The need of this project a"so arose !ecause an e5%eni;e u";e* an !e$ %!e &m$an* +!e%!e" %!e +&"6 d&ne <* %!e &m$an* in %!e a"ea &' ne+ $"&du% i a<e %& a%i'* %!e u%&me" &" n&%. T!e ma?&" '&u &' %!e "eea"! &ndu%ed %!e"e'&"e i %& di&;e" %!e 'a%&" %!a% $e&$e a"e a+a"e a<&u% %!e u$&min# ne+ 15 | P a g e
$"&du% and %!e a%%"i
study was restricted to on"y around 50-60 percent of our target audience, !ecause the respondents inc"uded in the study are peop"e who are regu"ar user of cosmetic goods$ RESEARCH OBJECTI@E •
To now a!out consumerEs perception and !uying !eha#ior a!out cosmetic goods when they purchased it$
SUB OBJECTI@E •
To determine the actua" demand of consumers$
•
To now a!out the performance of popu"ar !rands of different companies in maret$
MA.+% /+SM$&I/ /+MANI$S (0+%!D 0ID$)
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MA.+% INDIAN /+SM$&I/ /+MANI$S*,
&n &ndia, there is a comp"ete range of cosmetic companies$it inc"udes regiona" companies, nationa" and 4;s$ )industan @ni"e#er "eads the companies which is fo""owed !y odrej consumer care, 8rocter 9 am!"e, ?mami, +a!ur and ;a"#in ;are$ A !road "ist of these companies has !een gi#en !e"owF12 3"! 42 G+D%$. /+NS"M$% /A%$2 52 $MAMI 62 I&/2 72 DAB"%2 82 %+/&$% 9 GAMB!$2 :2 /A!#IN /A%$2 ;2 3ANK$! INDIA !&D2 <2 MA%I/+2 1=2 %$/KI&& B$N/KIS$% (INDIA) !&D2 112 /+!GA&$ A!M+!I#$ #&2 !&D2 142 /3+!'I! #&2!&D2 152 .2K23$!$N /+"&I$S !&D2 162 . ! M+%IS+N INDIA !&D2 172 M+DI %A#!+N !&D2 18 | P a g e
2. HUL (Hindu%an Unie;e" L%d.) CEO:- 4itin 8ranjape$ )industan @ni"e#er td$ )as taes first position in the cosmetic products se""ing in &ndia$ ?#ery one out of two peop"es uses the products of )@$ There is a wide range of #ariety of products of )@ in &ndia$ P"&du% Ran#e (C&me%i):-
u(, ife!oy, )amam,iri", Bree/e, +o#e, 8ears, e(ona 'air9o#e"y, 8onds, Gasa"ine, A#ience , Sunsi",;"inic ,A(e, Ayush ,ame Surfe(e",in,Sun"ight, =hee", ;"oseup,,8epsodent$
7. GO,REJ CONSUMER PRO,UCTS LT,. CEO:- Adi G&d"e? $ odrej ;onsumer ;are is one of the !iggest companies in the fie"d of '; !usiness$ ?#ery one out of three &ndians uses the product of odrej$ &t a"so has a wide #erity of cosmetic products$ roduct %ange (/osmetic)*, ;intho", 'air g"ow, ?#ita, 4o$ 1, Gigi", Shiaai, ;o"our soft, 4upurmehandi., 4o$1, 8owder hair die, enew hair co"our., ;intho" shampoo,deo,ta"c, Sa#ing ge"., ?/ee$
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. EMAMI CEO: - N.@ENKAT. roduct %ange (/osmetic)*, Boro8"us, 'air 9)andsome, 'ast e"ief, )air ife, a"ai Hesar ;o"d ;ream, 4a#ratna *i"*i", ite, ?(tra Thanda, ;oo" Ta"c. Ba!y massage oi",
. ITC CEO: - .C.,e;e+e" roduct %ange (/osmetic)*, ?ssenja +e =i""s, &ni/io,
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'emme,
'i
ma5#arities.,
Gi#e",Superia
3.,ABUR :CEO:- Suni ,u##a. roduct %ange (/osmetic)*, Am"a hair oi"$, Am"a "ight oi", #atia, anmo" sarson Am"a,u"a!ary,;rIme, "otion, 1. PG CEO:-A.J.LAFEL roduct %ange (/osmetic)*, 8antene,)ead 9 Shou"ders, i""ette, Safeguard, Jest, *"d Spi *"ay, Aussieshampoo., . Ma"i& CEO: - Sau#a% Gu$%a P"&du% Ran#e (C&me%i):8arachute, ediar, )air 9 ;are, Santi Am"a, 4ihar ;eme"ia, Haya ite, Haya Sin ;are, Aromati$ D. CA@IN KARE CEO: - C.Ran#ana%!an P"&du% Ran#e (C&me%i):;hic, 4y"e, &ndica, meera !adam shampoo, Harthia, 'aire#er, Spin/ta"9deo$.,ny"e co"dcream$
OTHER COMPANIES:There are some other companies engaged in the !usiness of cosmetic products$ &nc"uding them, some are the mu"tinationa" companies "ie- L>&"ea4 RECKITT 21 | P a g e
BENCKISER (IN,IA) LT, etc$ and as we"" as some "oca" giants which are perform much !etter jo! in the cosmetic sector "ie-)ane", 4irma, etc$ /+M$&I&I+N AM+NG MA.+% /+MANI$S*, There is a huge competition among the companies woring with the persona" care segment of '; industry$ )@ is "eading the maret in many segments from "ast coup"e of decade$ But right now it is facing a good competition from the other e(isting companies "ie 89, arico, odrej ;onsumer ;are td$, +a!ur etc$ A fu"" data of these companies and there maret share is gi#en in the fo""owing a!o#e ta!"e$
&AB!$ 1*, MA%K$& S3A%$ +> DI>>$%$N& >M/G /+MANI$S IN &3$S$ S$/&+%S $
I$ /3A%& S3+0ING DI>>$%$N& /+MANI$S $%>+%MAN/$ IN DI>>$%$N& S$/&+%S*,
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The countryEs "argest maer of home and persona" care products, )industan @ni"e#er td )@., has "ost maret share !y #a"ue o#er the fi#e >uarters ended 1 arch200:, the erosion cutting across ey categories such as soaps, shampoos, toothpastes and sin creams, e#en as the !roader maret e(panded significant"y )@ "ost considera!"e maret share in soaps, detergents and shampoos that contri!ute three->uarters of its sa"es, securities house +S8 erri"" ynch td said in a recent report, citing data from maret research firm A;4ie"sen$ aret share for soaps, detergents and shampoos dec"ined to 3$5, 6$7, and 33$ in the three months ended arch, from 5$3, 7$: and 36$, respecti#e"y, in the Kanuary-arch >uarter of 2007$ &n some categories such as tea and coffee, )@ e(panded its maret share margina""y$ &n tea, for instance, its share rose to 2, from 22$6$ &n soaps, the companyEs maret share dropped in each of the fi#e >uarters e#en as the o#era"" soap maret, according to A;4ie"sen, grew 17 in the year to s,:6
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crore$ )@Es soap portfo"io inc"udes popu"ar !rands such as +o#e, u(, )amam and Bree/e$ L+iscount !rands such as odrej 4o$1 and Santoor ha#e !een gaining share from )@Es Bree/e and u(,C said &ndia &nfo "ineEs 4agwear$ odrej 4o$1 is a product of odrej ;onsumer 8roducts td ;8. and Santoor is made !y =ipro ;onsumer ;are and ighting, a unit of =ipro td$ )@Es maret share in the "aundry segment grew to around $7 in the >uarter ended Kune from 5$5 in the same period "ast year, according the maret research firm A;4ie"sen$ )owe#er, this time, the increase was not at the e(pense of price war with its mu"tinationa" ri#a" 8rocter 9 am!"e ;o$ 89 a"so gained 0$5 percentage points, up to a $6 share$ 4irma td, the Ahmeda!ad-!ased manufacturer, howe#er, saw its maret share dip !y 1$ percentage points to 1$5$ =hee", a #a"ue !rand that, according to Gats contri!utes around 50 of )@Es "aundry segment re#enues, increased its maret share !y 2 percentage points in the same period, with a tota" share of a!out 17$Laundry has !een an attracti#e segment in the past and is "ie"y to eep growing in the near future$ The recent price war !etween companies "ed to erosion in their profita!i"ity !ut now, the industry is sta!i"i/ing,C says @mesh Sharma, an ana"yst at ac>uarie Securities here$ According to Gats, the "aundry !usiness is witnessing a surge in demand from cities and )@ is focusing on Tier & and && cities to tap that demand$
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. Li%e"a%u"e Re;ie+
LITERATURE RI@E 25 | P a g e
&ndian cosmetic industry is one of the profita!"e and sta!"e sector$ There is a !right and go"den opportunity in this sector$ any of the scho"ars, research agencies has done their research on this sector and gi#en their own different #iews and suggestions$ The g"o!a" out"oo series on 8ersona" ;are 8roducts pro#ides a co""ection of statistica" anecdotes, maret !riefs, and concise summaries of research findings$ The report offers e(c"usi#e pre"udes, and primers on the g"o!a" ;osmetics and Toi"etries marets such as Sin ;are 8roducts, )air ;are, *ra" )ygiene, Sha#ing 8roducts, Bath 9 Shower 8roducts, 'acia" ;are, ip ;are, 'eminine )ygiene 8roducts, +eodorants, 'ragrances 9 8erfumes, and Ba!y Toi"etries$ The report a"so inc"udes a compi"ation of recent mergers, ac>uisitions and strategic corporate de#e"opments$ ajor regiona" marets discussed inc"ude @nited States, Kapan, ?urope, 'rance, ermany, &ta"y, @H, Spain, Asia, ;hina, &ndia, South Horea, Bra/i", and e(ico, among others$ The report a"so inc"udes an inde(ed, easy-to-refer, fact-finder directory "isting the addresses, and contact detai"s of :: companies wor"dwide$ The specific product segments ana"y/ed are Stic 9 So"id +eodorants, Spray +eodorants, o""-*n +eodorants, and *ther +eodorants ;reams, e"s and =ipes.$ The report pro#ides separate comprehensi#e ana"ytics for the @S, ;anada, Kapan, ?urope, Asia-8acific, idd"e ?ast, atin America, and est of =or"d$ Annua" forecasts are pro#ided for each region and product segment for the period of 2001 through 2015$ A ten-year historic ana"ysis is a"so pro#ided for these marets with annua" maret ana"ytics$ The report profi"es 176 companies inc"uding many ey and niche p"ayers wor"dwide such as Beiersdorf A, ;hurch 9 +wight ;o$, &nc$, ;o"gate8a"mo"i#e ;ompany, )ene" HaA, Hao ;orp$, ion ;orporation$, 8rocter 9 am!"e ;ompany, Sara ee ;orporation, and The @ni"e#er roup$ The specific product segments ana"y/ed are Traditiona" ip ;are 8roducts, edicated and Therapeutic ip ;are 8roducts, and Sun ;are ip ;are. 8roducts$ The report pro#ides separate comprehensi#e ana"ytics for the @S, ;anada, Kapan, ?urope, Asia8acific, idd"e ?ast, and atin America$ Annua" forecasts are pro#ided for each region for the period of 2001 through 2015$ A ten-year historic ana"ysis is a"so 26 | P a g e
pro#ided for these marets with annua" maret ana"ytics$ The report profi"es 12 companies inc"uding many ey and niche p"ayers wor"dwide such as Beiersdorf A, B"iste( &nc$, ;arma a!oratories, ;hattem &nc$, "a(oSmithH"ine 8;, Kohnson 9 Kohnson, a!oratoire +ermophi" &ndien, E*rea" SA, ohto 8harmaceutica"s ;o$, td$, entho"atum ;ompany, &nc$, The Body Shop &nternationa" 8"c, @ni"e#er 4G, Gichy a!oratories, and =yeth ;orporation$ aret data and ana"ytics are deri#ed from primary and secondary research$ The
major
product
segments
ana"y/ed
are
'ace
;are
8roducts
'acia"
oisturi/ers,'acia" ;"eansers, 9 *thers., Body 9 )and ;are, and +epi"atories )and 9 Body otionsD;reams, 9 *thers., and, Sun ;are 8roducts$The report pro#ides separate comprehensi#e ana"ytics for the @S, ;anada, Kapan, ?urope, Asia-8acific, atin America, and est of =or"d$ Annua" forecasts are pro#ided for each region and product segment for the period of 2001 through 2015$ A ten-year historic ana"ysis is a"so pro#ided for these marets with annua" maret ana"ytics$ The report profi"es 6: companies inc"uding many ey and niche p"ayers wor"dwide such as Amway ;orp$, A#on 8roducts, &nc$, Beiersdorf A, ;hattem, &nc$, ;"arins, ?stee auder, &nc$, Kohnson 9 Kohnson, AB& Sincare, 4eutrogena ;orp, Hao ;orporation, Hao Brands ;ompany, Hracie )o"dings td$, E*rMa" S$A, 4u Sin ?nterprises, &nc$, *rif"ame ;osmetics AB, 8"ayte( 8roducts &nc$, 8rocter 9 am!"e, e#"on, &nc$, Sara ee ;orporation, Schering- 8"ough ;orp$, Shiseido ;o$ td$, and @ni"e#er 4 G$ aret data and ana"ytics are deri#ed from primary and secondary research .
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Reea"! Me%!&d&&#*
RESEARCH METHO,OLOG :METHO, OF ,ATA COLLECTION
a. 8rimary +ata !. Secondary 28 | P a g e
y research aims to gather primary data for understanding ;onsumer !eha#ior through >uestionnaire$ ,ATA SOURCE P"ima"* da%a is the first hand data, which are se"ected a fresh and thus happen to !e
origina" in character$ 8rimary +ata was crucia" to now #arious customers and past consumer #iews$ The research is descripti#e type of research sur#ey inc"udes research instrument "ie >uestionnaire which can !e structured and unstructured$ N Se&nda"* da%a are those which has !een co""ected !y some one e"se and which
a"ready ha#e !een passed through statistica" process$ Secondary data has !een taen from internet, newspaper, maga/ines and companies we! sites$ SAMPLE ,ESIGEN AN, TPE
Simp"e random samp"ing$ UNI@ERSE
ucnow$ SAMPLE SIE
Samp"e for >uestionnaire is 50 persons$ SAMPLE UNIT
Samp"ing unit is indi#idua" customers$ STATISTICAL TOOLS
Bar charts, 8ie charts$ SAMPLE
=hi"e deciding a!out the samp"e of research, it is re>uired from the researcherEs point to pay attention to these under mentioned pointsF a) Sam$e Uni%F A decision has to !e taen concerning a samp"ing unit !efore
se"ecting a samp"e, samp"ing unit may !e a geographica" one such as state, district, #i""age ?tc$ so in this research samp"ing unit is indi#idua" consumer in "o$
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<) S&u"e i%F &t is a"so ca""ed samp"ing frame from which samp"e is to !e drawn, it
caters name of a"" the items of a uni#erse in case of finite uni#erse on"y.$esearcher has to prepare it$ ) Sam$in# ieF This refers to the no$ of items to !e se"ected from the uni#erse to
constitute a samp"e$ This is a major pro!"em !efore the researcher$ The si/e of samp"e shou"d neither !e e(cessi#e"y "arge not too sma"", it shou"d !e optimum$ This si/e of popu"ation must !e ept in #iew for this a"so "imits the samp"e si/e $Samp"e si/e in this research is 50 customers$ d) Sam$in# $"&edu"e F 'ina""y the researcher must decide the type of samp"e he
must !e $That is he must decide a!out the techni>ue to !e used in se"ecting items for the samp"e $&n fact this techni>ue or procedure stands for the samp"e design itse"f$ &n this we used the random samp"ing on the !asis of first sur#ey resu"ts, which is from 50 respondents$ INSTRUMENTS USE,
=e co""ected primary data through am$e u";e* or census sur#eys from the se"ected e"ements in ma and u$e" ma"6e% $ So for this purpose we ha#e used the most popu"ar too" of primary data co""ection through direct communication with respondents$ T!e %&& +e ued a"e =ue%i&nnai"e. METHO, OF ,ATA COLLECTION
Actua""y data is of two inds so researchers shou"d eep in mind !oth types of data$ a) P"ima"* ,a%a F 8rimary data are those, which are co""ected afresh and for the first
time and this happen to !e origina" in character$ <) Se&nda"* ,a%aF Secondary data are those data which ha#e a"ready !een co""ected
!y someone e"se and which ha#e a"ready !een used as per re>uired$ There are !asica""y two sources to co""ect secondary data a. &nterna""yF 8ro#ided !y the companyDorgani/ation !. ?(terna""yF Garious pu!"ication of centra", state and "oca" o#ernment$ O Boos, maga/ines, newspapers O &nternet 30 | P a g e
After on"y eeping in mind one can thin a!out what type of data has to !e co""ected during research as our research is concerned we ha#e to gather primary data for ;ustomer !eha#ior$ UESTIONNAIRE
This method is more popu"ar $The >uestionnaire is sent to the person concerned to answer the >uestions formatted and return the same soon$ A
uestions printed or typed in definite order on a form or set of forms$ The
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3. ,a%a Ana*i
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,ATA ANALSIS :-
There is a num!er of data ana"ysis has !een done on the !asis of >uestionnaire and different !asis$ Theses !asis of >uestionnaire has !een made on different preference and !uying ha!it of consumers$ The data ana"ysis is gi#en as fo""owsF&AB!$ 1*, $?$NDI&"%$ +N /+SM$&I/S
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In%e"$"e%a%i&n:The a!o#e data shows the e(penses percentage of consumers on cosmetic products$ According to this ta!"e, 20 of consumers !e"ow 500 s$ on cosmetic items, peop"es spend s$500-1500 on cosmetics$30 consumers spend s$1500-2500 on cosmetics$ At "ast remaining consumers spend more than s$2500 on cosmetics$ TABLE 7:- @ALUE TO THE ,IFFERENT PURCHASING FACTORS
In%e"$"e%a%i&n :The a!o#e ta!"e shows the measurement of different >ua"ity factor of a product on the !asis of a "icert sca"e$ As the resu"t, there is a good priority has !een gi#en to the price of the product$ An e(ce""ent priority is gi#en to the ingredients and function$ ;onsumer a"so "ooing for a #ery good dura!i"ity of a product$ There is a #ery a#erage priority is gi#en to the "oo of a product for purchase criteria$ TABLE - TRUSTORTHINESS OF BRAN,S
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In%e"$"e%a%i&n: - The a!o#e data shows that the of consumers trust on !rands on the !asis of awards recei#ed !y the !rands 9 "a!oratory reports$ *n"y 20 of consumers want to now product origin$ TABLE :- SOURCES OF BRAN, AARENESS.
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In%e"$"e%a%i&n:The a!o#e ta!"e shows the different sources from where consumers are a!"e to now a!out cosmetic products$ 3/ of the consumers are getting aware with the products from ad;e"%iin# in T.@ &" &me &%!e" medium. 7D &' %!e &nume" a"e #e% a+a"e a<&u% %!e $"&du% <* %!ei" '"iend $7 of consumers are a!"e to now a!out the products through some other sources "ie '"ee am$in#4 ma media4 <"and $"&m&%i&n e%. TABLE 3:- a"ea in%e"e% %!e &nume" m&% 36 | P a g e
In%e"$"e%a%i&n: - The a!o#e data shows the customer interest$/ &' u%&me" &&6 '&" di&un% and &' &nume" %a6e in%e"e% %&+a"d %!e a;aia
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In%e"$"e%a%i&n:The a!o#e ta!"e shows the !rand consciousness of the common consumers$ *n the !asis of a!o#e ta!"e, at the present time there are : peop"e of &ndia are !rand conscious 1 consumers are !rand conscious for on"y few !rands and remaining 7 peop"e who !e"ongs to !acward areas are not !rand conscious$ TABLE1:- PREFERECE OF ,IFFERENT BRAN,S (COUNTR ISE)
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In%e"$"e%a%i&n:The a!o#e data ta!"e shows the preference of consumers towards different !rands of cosmetic products on the !asis of country$ 55 of consumers prefer the !rands of different nationa" companies$ The main reason is "ess price and re"ati#e"y good >ua"ity$ 3 consumers prefer the !rands internationa" companies or imported products$ These consumers contains mode"s, re"ati#e"y rich peop"e, professiona"s etc$ "ast 11 consumers prefers "oca" goods$ TABLE: - SHOPPING HABIT OF CONSUMERS FOR PLACE
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In%e"$"e%a%i&n:-
The a!o#e data shows the different ha!its of consumers during they are on a way to purchase the products$ There was a time when consumers gone to on"y one or two stores a#ai"a!"e in an area$ They purchase on"y those things which the retai"er gi#es them$ At the time, the consumers ha#e #ery "imited choice due to una#ai"a!i"ity of more retai" stores in an area$ But now a day there is a !unch of a#ai"a!i"ity of super marets, ma""s, and different ways to shopping$ At the present time, D &' $e&$e #&e %& a u$e" ma"6e%4 73 #&e %& ame &d %"adi%i&na %&"e4 %!ee $e"&n a"e ei%!e" '"&m
The a!o#e data shows the different ha!its of consumers during they are on a way to purchase the products$ There was a time when consumers gone to on"y one or two stores a#ai"a!"e in an area$ They purchase on"y those things which the retai"er gi#es them$ At the time, the consumers ha#e #ery "imited choice due to una#ai"a!i"ity of more retai" stores in an area$ But now a day there is a !unch of a#ai"a!i"ity of super marets, ma""s, and different ways to shopping$ At the present time, D &' $e&$e #&e %& a u$e" ma"6e%4 73 #&e %& ame &d %"adi%i&na %&"e4 %!ee $e"&n a"e ei%!e" '"&m
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In%e"$"e%a%i&n:The a!o#e ta!"e shows the different factors which effects the !uying decision of the consumers$ At the present time more than 57. of consumers prefers the !rand name !efore purchasing of a cosmetic product$ 2 of consumers prefers price as a important factor in the purchasing of a cosmetic product$ 1: preference goes to the pacaging and remaining 11 preference goes to reputation of companies$
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1. C&nui&n Su##e%i&n
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CONCLUSION:-
As the research has shown the comparison !etween customer !uying !eha#ior regarding &ndian and &nternationa" product in recent time$ Since the consumer !uying !eha#ior is the important factor to forecast the sa"es of any product in a particu"ar area$ So company shou"d eep c"ose eye on the maret situation$ yet, customer were price sensiti#e, !ut the changing maret trend and customer #iew and preference shown that customer are now >ua"ity sensiti#e $They want >ua"ity product, good ser#ices, easy a#ai"a!i"ity of product and !etter performance !y the product$ These days no of customer !uying from ma""s has !een increased$ A"so the fre>uency to #isit the ma""s has !een increased su!stantia""y$ 8eop"e are more !rands conscious and they are satisfied with the range of products a#ai"a!"e there$ =e can conc"ude from our study that sti"" more inc"ination is towards indigenous product the preference ratio of indigenous to imported products is F This is !ecause of the re"ati#e"y higher price of imported product$ Su##e%i&n
1$ Cu%&me" i6e
2$ After sa"es ser#ices is the area where &ndian and &nternationa" ;ompany can high"y satisfy the e(isting customer, !ecause they can mae more customer through their word of mouth$ So &ndian and &nternationa" ;ompany shou"d pro#ide "atest and re"ia!"e ser#ice to their customers$ $ ;ustomerEs !eha#ior a"ways "oos for some e(tra !enefit with purchasing$ T!e* demand '&" a''&"da<e $"ie '&" $"&du% and #i'% +i%! $u"!ain#.
3$ &nternationa" ;ompany shou"d ma6e %"a%e#* %& a%e" e;e"* in&me #"&u$ customers in city$ U$$e" in&me #"&u$ a"e a''&"da<e %& $u"!ae
5$ The &ndian company shou"d gi#e more em$!ai &n ad;e"%iin# %& "ea%e ma"6e% a+a"ene and to mae a !rand image in the minds of in#estors$ 44 | P a g e
6$ ;ompanies shou"d do more pu!"icity through road shows, newspaper and ad#ertisement$ As this wi"" create awareness a!out he fund and schemes that are at present managed !y the &nternationa" ;ompany$ $ They shou"d eep a &e e*e &n &m$e%i%&" %"a%e#*.
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. Bi<i&#"a$!*
Re'e"ene:Ne+ $a$e": - T!e E&n&mi Time. Buine S%anda"d. J&u"naF - Buine &"d4 Buine T&da*. 46 | P a g e
e<i%e: - +++.+i6i$edia.&m +++.'m#ma"6e%e".<&#$&%.&m +++.#&&#e.&m +++.a7m
A.PERSONAL BACKGROUN,
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B) GENERAL CONSUMPTION ,ETAILS
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C) RELATIONSHIP BETEEN PRO,UCTS KNOLE,GE AN, CONSUMPTION
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