Study of consumer buying behaviour towards cosmetic products

1. CBS COLLEGE OF PHARMACY & TECHNOLOGY
SESSION 2021-22
Consumer Buying Behaviour towards Cosmetics Products
Submitted By: Supervisor:
Sheetal Sardana Preeti Arora
B.Pharmacy VIII Semester Associate Professor
4th Year

2. content
1. Introduction
2. Objectives of the Study
3. Scope of the study
4. Research Methodology
5. Analysis report
6. Findings
7. Conclusion
8. Reference

3. Introduction
According to the US Food and Drug Administration (FDA), the law defines cosmetics as “articles
intended to be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to
the human body for cleansing, beautifying, promoting attractiveness, or altering the
appearance”[1]
We use cosmetics to wash down, fragrance, secure and change the presence of our bodies or to
modify its smells.[2] Compounds that are used in reducing wrinkles and fine lines for the
beautification of skin, containing some biological activity are categorized under the term of
“Cosmeceuticals”.[1]
Cosmetics consist of a range of products such as tooth paste, shampoo, conditioners, mascara,
after shave lotion, styling gel, creams, lotions, powders, perfumes, lipsticks, fingernail and toenail
polish, eye and facial make-ups, hair wavers, hair dyes, hair sprays, deodorants and
antiperspirants.[3]
Skincare products are defined as mixtures of synthetic or natural chemical compounds used to
improve the appearance or smell of the body.[4]

4. Understanding the behaviour of consumer is a key to success of business organization.
Marketing personnel are constantly analysing the pattern of buying behaviour and
purchase decision to predict the future trends. Consumer behaviour can be explained as
the analysis of how , When, What and Why people buy.According to global Cosmetics
Industry report the advanced education provided by brands about the product
ingredients and benefits have made today’s consumer more aware of what they are
putting on their bodies, and making them more willing to pay.

5. Objective Of Study
1) To study demographic profile of consumers buying cosmetic products.
2) To study factors affecting buyers decision for purchasing cosmetic
products.
3) To study most widely used cosmetic product category amongst customers.
4) To study purchase pattern of consumer for cosmetic products.
5) To study brand preference for cosmetic products.

6. Scope of the study
The study analyses the purchase patterns and spending styles of people belonging
to different segments of Cosmetic consumers in Haryana city. The major variables
selected for the study are as follows:
Demographic Profile of Consumers
Gender Wise (Male & Female), Age Wise, Marital status, Monthly Income
Education, Qualification and Occupational status.
Major Factors identified for detailed study includes
Purchase Style, Brand Selection, Point of Purchase, Location Preference, Brand
Loyalty, Brand Awareness, Factors in Purchase Decision, and Spending Pattern.
Research Design: - Descriptive Research
Sampling Area – Haryana City
Sample Size: - 200

7. Methods of Data collection
Primary Data - Primary Data was crucial to know the consumer buying behavior
towards cosmetics products. Primary data was collected having face to face conversation
using the questionnaire prepared.
Secondary Data - All relevant secondary data is collected from various sources like
Internet, Books, Magazines, and Articles etc.
Method of analysis and statistical tools
A structured questionnaire is used to collect the data. Questionnaire is a sought to be the
best tool for collection of reliable data. The questionnaire consists of multiple choice
questions to achieve the objective of research. MS EXCEL-2007 has been used to analyse
the data.

8. Research Methodology
We have created a google form for gathering the information regarding the “Consumer
buying behaviour toward cosmetic products”
Questions asked in Survey:
1. How many cosmetic products do you use every day?
2. Consumption details
3. The way you got to know about cosmetic products:
4. Consumer preference for cosmetic products
5. Amount spent by the consumer on cosmetic product
6. Place from where consumer likes to buy cosmetic products
7. Rank 1 for hair care brand (shampoo)
8. Rank 1 for hair care brand (Skin Care)
9. Rank 1 for hair care brand (Deodrant Male)
10. Rank 1 for hair care brand (Deodrant Female)

9. ANALYSIS REPORT
1.Customer Details
S.No
1. Male 31
2. Female 39
44%
56%
CHART TITLE
male female

10. 2.
Married Un married Total Percentage
Male 16 15 31 44%
Female 17 22 39 55%
16
15
17
22
MARRIED UNMARRIED
Maritial Status
Male female

11. 3.Location
S.no Location
1 Rural 31
2 urban 39
44%
56%
LOCATION
rural urban

12. 4.Age
S.no Age
1 Teenager 22
2 Middle age 42
3 Upper middle age 6
31%
60%
9%
AGE
teenager middle age upper middle age

13. 5. Occupation
S.no occupation
1 Student 38
2 Employed 23
3 others 9
54%
33%
13%
OCCUPATION
student employed other

14. 6.Amount spend by the customer on cosmetic product
S.no Amount spend on cosmetic product
1 0-1000 20
2 1000-2000 15
3 2000-3000 19
4 3000-4000 9
5 Above 7
20
15
19
9
7
0- 1000 1000 - 2000 2000- 3000 3000- 4000 A BOVE
AMOUNT SPEND ON COSMETICS

15. 7. Consumption Detail:
S.no Consumption detail
1 Ayurvedic 8
2 Herbal 26
3 Organic 12
4 All 24
12%
37%
17%
34%
CONSUMPTION DETAIL
ayurvedic herbal organic Ayurvedic All

16. 8.Consumer preference for cosmetic product
23
17
30
DOM ESTI C I N TERN A TION AL BOTH
CONSUMER PREFERENCE
S.no Consumer preference
1 Domestic 23
2 International 17
3 Both 30

17. 9. Way to know about cosmetic product:
S.no Way to know about cosmetic product
1 Internet 22
2 Television 13
3 Magzine 9
4 Word of mouth 7
5 other 19
0
5
10
15
20
25
internet Television Magzine Word of mouth other

18. 10. Place where consumer like to buy cosmetic product:
S.no Place where consumer like to buy cosmetic
product
1 Shopping Mall 32
2 Traditioal shop 14
3 E.Shopping 21
4 others 3
32
21
14
3
SH OPPI N G M A LL TRA DI TI ON AL
SH OP
E, SH OPPI N G OTH ERS

19. Rank no 1 brand for Hair care:
S.no Rank 1 brand for hair care
1 Sunsilk 5
2 Dove 23
3 Pantene 17
4 Clinic plus 6
5 Head & sholder 19
5
23
17
6
19
SUN SI LK DOVE PA N TEN E CLI N I C PLUS H EA D &
SH OULDER
RANK FOR HAIR CARE BRAND

20. Rank no 1 brand for Skin Care:
S.no Rank 1 brand for Skin care
1 Olay 5
2 Lakme 23
3 Ponds 13
4 Himalaya 29
5
23
13
29
OLA Y LA K M E PON DS H I M A LA YA
RANK 1 FOR SKIN CARE

21. Rank 1 for Deodrant (Male)
S.no Rank 1 brand for Deodrant(Male)
1 Addidas 4
2 Axe 17
3 Park Avenue 8
4 Wildstone 2
4
17
8
2
A DDI DA S A XE PA RK A VEN UE WI LDSTON E
RANK NO 1 BRAND FOR MALE
DEODRANT

22. Rank no 1 for Deodrant (Female)
S.no Rank 1 brand for Deodrant(female)
1 Dove 11
2 Rexona 4
3 Nivea 15
4 Nike 10
11
4
15
10
DOVE REXON A N I VEA N I K E
RANK NO 1 FOR DEODRANT
FEMALE

23. price packaging celebraty Fashion avalability Brand Quality Promotion
family
influence
haircare 26 11 12 8 14 18 21 8 6
skin care 19 9 8 9 11 12 17 7 2
deodrant 24 9 11 7 17 15 15 4 7
Factor important for Male while buying cosmetic products:
0
5
10
15
20
25
30
price packaging celebraty fashion avalability Brand Quality Promotion family
influence
Factors for male for buying products
haircare skin care deodrant

24. Factors important for female while buying products :
price packaging celebraty fashion avalability Brand Quality Promotion
family
influence
haircare 32 14 15 15 15 23 26 17 11
skin care 26 12 10 12 18 18 20 10 8
deodrant 30 16 8 20 17 23 16 14 14
0
5
10
15
20
25
30
35
price packaging celebraty fashion avalability Brand Quality Promotion family
influence
Factors for women while buying products
haircare skin care deodrant

25. Findings
Most of the people purchase cosmetic product comes in the age group of 15-30
years.
Most of the people (65%) prefer to use domestic brand.
• Most of the people(60%) like to buy organic cosmetic product.
• Almost 50% people get to know cosmetic product through Internet.
• Most of the people(42.5%) use cosmetic product for the beauty.
• Most of the people spend around 2000-3000 Rs per month on cosmetic product and
they purchase it from shopping mall.
• Most of the people remain loyal to their cosmetic products, they don’t change their
cosmetic brand.
• Most of the people take quality as a most important factor to purshase cosmetic
product and packaging as a least important factor for purchasing cosmetic product.
• Most of the people has preferred Dove followed byHead & shoulder, Pantene
sunsilk,,clinic plus respectively for hair care.

26. Most of the people has preferred Himalaya followed by Lakme ponds
and olay respectively for skin care.
Most of the male has preferred Axe followed by wildstone,adidas,park
avenue and nivea and most of the female prefered Nivea followed by
dove, nike, and rexona.

27. CONCLUSION
It has been observed that even though the cosmetic market is dominated by female
consumers, male consumers are coming at par with them.
• Majority of respondents preferred to purchase products from the shop that provide quality
products with variety at reasonable price.
• Quality is the major reasons for the continuous purchase of the cosmetic product
• Majority of respondents preferred to purchase cosmetic products from permanent stores,
private bazaars & medical shop as they feel it is easily available and products are of good
quality.
• It has been observed that in purchase decision ,in spite of the impact of friends, family
members, beautician and others, has actual decision to buy was taken by the respondents
on their own