A RESEARCH PROJECT

ON
CONSUMER BEHAVIOR

Presented To: Presented By:

Dr. Rekha Attri Sushmita Rathore
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 TOPIC:

CONSUMER PURCHASE BEHAVIOR

FOR
PERSONAL CARE/BEAUTY CARE
PRODUCTS

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 INTRODUCTION
• To examine the buying behavior patterns of customers related to personal
care/beauty care products.
• To compare the similarities and differences in the buying behavior between
people of different demographics.
• This research also tries to find out how important are the following factors in a
consumer’s buying decision: Cultural factors, Social factors, Personal factors,
Age, Gender, Occupation and income etc.

• A questionnaire was developed keeping these points in mind.

• Total Data Collected: 130 Samples 3

 DATA ANALYSIS

• Applied 100+ test (Anova & T-test).

• Found Significant difference in 3 cases.
• All three cases had same demographic segment.

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 CASE 1
Data Analysis And t-Test: Two-Sample Assuming Equal Variances
Result: How interested are you in personal care products/beauty care
 α = 0.05 products?
 Ho: µf = µm   Females Males
 H1: µf ≠ µm Mean 4.507042254 3.93220339
Variance 0.539235412 1.064289889
 P(0.0003)<α(0.05), Observations 71 59
hence, Ho is rejected Pooled Variance 0.777150722  
and H1 is accepted
Hypothesized Mean Difference 0  
 There is a significant df 128  
difference between t Stat 3.701493566  
females and males P(T<=t) one-tail 0.000158606  
when it comes to the t Critical one-tail 1.656845226  
interest in Personal
P(T<=t) two-tail 0.000317213  
care/beauty care products.
t Critical two-tail 1.97867085   5
 CASE 1: INTERPRETATION

 The output shows that the males are very less interested in personal care
products as compared to females. This may be due to less range of products
which cater specially to males and wide range of products and variety available
for females.
 This result is generalizable since the ratio of women and men is well matched.
Data is not skewed.

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 CASE 2
Data Analysis And t-Test: Two-Sample Assuming Equal Variances
Result: How important are the following in your buying decisions?
[Features]
 α = 0.05
 Ho: µf = µm   Females males
 H1: µf ≠ µm Mean 4.366197183 3.830508475
 P(0.0025)<α(0.05), Variance 0.863983903 1.108708358
hence, Ho is rejected
and H1 is accepted Observations 71 59
Pooled Variance 0.974874672  
 There is a significant Hypothesized Mean Difference 0  
difference between
females and males when df 128  
it comes to the t Stat 3.079793533  
importance of features of
a beauty care/ personal P(T<=t) one-tail 0.00126783  
care product for buying t Critical one-tail 1.656845226  
decision. P(T<=t) two-tail 0.002535659   7

t Critical two-tail 1.97867085  

 CASE 2: INTERPRETATION

 This maybe due to the fact that women’s skin is softer and more sensitive as
compared to men. So, they pay more attention to what all they are bringing in
contact with their skin and what might be the effect of it. This may lead them to
paying a closer look at the features of the product, rather than just the packing.
 This result is generalizable since the ratio of women and men is well matched.
Data is not skewed.

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 CASE 3
Data Analysis And t-Test: Two-Sample Assuming Equal Variances
Result: How important are the following in your buying decisions? [Quality]
 α = 0.05   Females Males
 Ho: µf = µm Mean 4.352112676 3.949152542
 H1: µf ≠ µm
Variance 0.974245473 1.359438925
 P(0.0347)<α(0.05), Observations 71 59
hence, Ho is rejected and Pooled Variance 1.148786256  
H1 is accepted.
Hypothesized Mean Difference 0  
 There is a significant df 128  
difference between females t Stat 2.13415506  
and males when it comes to
giving importance to quality P(T<=t) one-tail 0.017368466  
of the product when making t Critical one-tail 1.656845226  
a purchase or buying
decision. P(T<=t) two-tail 0.034736932   9

t Critical two-tail 1.97867085  

 CASE 3: INTERPRETATION

 This maybe due to the fact that quality is often expressed as a measure of
customer expectation. That is, the quality of a product refers to the perception of
the degree to which the product meets the customer's expectations. And since,
through case one, we know that women are more interested in beauty care
products, hence their expectations are more as compared to men. Thus, they
give more emphasis to quality to check whether it matches with their individual
expectation.
 This result is generalizable since the ratio of women and men is well matched.
Data is not skewed.

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INDIVIDUAL CONSUMPTION BEHAVIOUR
MODEL

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 EXTERNAL INTERNAL
INFLUENCES INFLUENCES

Perception

Marketing Activities

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Attitude
 ALTERNATIVE EVALUATION AND
SELECTION

L’Oréal = 15.4%;
Nivea = 17.7%;
Lakme = 20% (Most preferred)

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OUTLET SELECTION AND PURCHASE

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THANK YOU

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