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

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

15
No. of Respondent

10

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

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

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