© 2018 ijrar january 2019, volume 6, issue 1

© 2018 IJRAR January 2019, Volume 6, Issue 1 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)

IJRAR19J1791 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 1012

A Study on Consumer Buying Behaviour towards

Skin Care Products among Selected Females in

Baroda City

*Dr. Kalpesh D. Naik, **Ms. Deepa Bhatia

*Assistant Professor, **Assistant Professor

Department of Commerce and Business Management, Faculty of Commerce,

The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, India

Abstract

An attempt has been made in this research paper to examine buying behaviour of females towards selected

brands of skin care products available in Baroda city. Selected aspects of buying behaviour was examined

like awareness about various brands of cosmetics available in the market, brand preference of skin care

products, satisfaction from use of skin care products, factors influencing purchase of skin care products and

reasons for using skin care products was examined. For the purpose of survey, a sample of 200 respondents

was selected residing in different areas of Baroda city through non probability convenient sampling method.

Exploratory and descriptive research design was used in the study. The collected data was analyzed through

various statistical tools like percentage frequency distribution, average ranking analysis, chi square

distribution, mean and ANOVA. The study found out that brand, price and quality influenced females to

purchase skin care products.

Keywords: Brand preference, consumer behaviour, customer satisfaction, skin care products

I. INTRODUCTION

Women in India are beauty conscious. Indian women use cosmetics and beauty care products. Earlier they

use to glow their skin through products which were available in their home like turmeric, lemon,

sandalwood and aloe vera plant. Today, cosmetics are easily available in markets. Today, women prefer to

use herbal brands like Himalaya and Patanjali. They use various types of cosmetics to look their skin good

irrespective of their age. Indian middle class women use various types of cosmetic and beauty care products.

They want to look attractive and therefore to enhance their looks they use cosmetics. Today, various

companies manufacture wide range of cosmetics. So, customers have various choices available so that they

can select cosmetic brand of their choice. This has led to selection of alternatives from various alternatives

available in the market. So, marketers study this behaviour of customer i.e. how they make choices.

Consumer behaviour is defined as "the behaviour displayed by consumers in searching for purchasing,

using, evaluating, and disposing of products and services that they expect will satisfy their need.”(Suja Nair,

2013). According to Philip Kotler (1998), a consumer passes through five stages while deciding to buy a

product. These are need recognition, information search, evaluation of alternatives, purchase decision and

post purchase behaviour. Also, his purchase decision is influenced by various factors like cultural factors,

social factors, personal factors and psychological factors. A study of consumer behaviour helps us in

understanding that why two consumers are not same. According to American Marketing Association, Brand

is defined as “A name, term, sign, symbol or design, or a combination of them, intended to identify goods

and services of one seller or group of sellers and to differentiate them from those of competitors.” (Kotler,

1998). Brand preference refers to desire to use a particular product or service even when there are equally

priced and equally available alternatives. (Nagananthi & Mahalaxmi 2016).

Customer Satisfaction depends upon products’ performance in relation to buyers’ expectations. Customer

satisfaction is defined as “a person’ feelings of pleasure or disappointment resulting from comparing a

product’s perceived performance in relation to his or her expectations.” If performance falls short of

expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied. If

performance exceeds expectations the customer is highly satisfied or delighted. (Kotler, 1998 p. 40)

http://www.ijrar.org/



II. AN OVERVIEW OF COSMETIC INDUSTRY IN INDIA

India is one of the fastest growing consumer market in the world. Cosmetic market is one of the fastest

growing market in India. According to US Federal Food, Drug and Cosmetic Act, 1938 cosmetics is defined

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 without

affecting body's structure or functions." (www.fda.gov/cosmetics, FD & C Act).

Indian cosmetic Industry, is categorised into skin care, hair care, oral care, personal care, fragrances, and

colour cosmetics. Cosmetic Industry in India consists of cosmetics, beauty care, personal care and Herbal

care products which includes hair care, skin care, herbal products, make-up and fragrances. Many

multinational brands of cosmetics have entered in Indian market. Cosmetic Industry of India is very big

consisting of Indian and foreign players dominating in the Indian market. Various types of cosmetic and

beauty care products are manufactured by cosmetic manufacturing companies in India. The demand for

cosmetics has increased in the market due to awareness and easier availability of cosmetics.

Indian Cosmetic Industry has a market share of USD 6.5 billion and is expected to grow to USD 20

billion by the year 2025 with a CAGR of 25%. By the year 2025, India will constitute 5% of the total global

cosmetics market and will become one of the top 5 global markets by revenue. Herbal cosmetics are also

entering into Indian market like Patanjali, Shanaz Hussain’s herbal and beauty care products and

Himalaya. Herbal care Products alone is expected to grow at the rate 15%. Organized market constitutes

25% of total market share of cosmetics and sells luxurious brands, whereas unorganized sector constitutes of

75% share of cosmetics and sell famous brands like lakme, loreal and fair & lovely.

Indian cosmetics industry will reach to US$ 20 billion from current level of 6.5 USD Billion.

The size of Indian cosmetic Industry globally is $274 billion and the global cosmetic market is

expected to reach to US$ 450 billion by the year 2025.

By the year 2025, India will become one of the largest cosmetics consumers, with 5% market share in

global cosmetic market.

The unorganized retail sector consists of 75% of cosmetics market which market popular brands of

cosmetics and organized retail sector consists of 25% of market share and they market premium and

luxury brand of cosmetics.

Cosmetics are also available online through websites like amazon, flipcart, Nykaa and purplle. Online

market share of cosmetics which is currently 2% will increase to 8%.

Table 1 Growth drivers for the growth of Cosmetic Industry in India

Increase in disposable income of the

Consumers

Accessibility to Internet

Improvement in Lifestyle of

Consumers

Increase in Retail Outlets of Cosmetics

Increase in number of working

women

Growth of organized Retail sector

Increasing affordability of luxury

and lifestyle oriented products

Entry of multinational brands in India

Internet / online marketing of

cosmetics

Source: www.redseerconsulting.com

Online shopping, access to internet, increase in shopping malls has led to growth of cosmetic Industry in

India.




Table 2 Leading Players in Cosmetic Industry in India

Indian Brands Multinational Brands

Lakme India Ltd. Maybelline

Modicare Revlon

Godrej Avon

ITC Oriflame

Himalaya Procter & Gamble India Ltd.

Dabur Loreal Paris

Emami Lotus

Himalaya VLCC

Patanjali Mac Cosmetics

Hindustan Unilever Ltd. Colourbar Cosmetics


Table 3 Market Size of Cosmetic Industry in India

Year Market Size

(In USD Billion)

2010 3

2015 6.5

2025 20

Source: www.redseer.com

From Table 2, it can be seen that Indian cosmetic market consists of domestic as well foreign companies

manufacturing cosmetics and other beauty care products. Major players in the cosmetic Industry consists of

Lakme, maybelline, Patanjali, Revlon and Oriflame. The domestic market for personal care products is

projected to grow at CAGR of around 22% during the period 2017 to 2020. From Figure 1, it can be seen

that cosmeceutical, cosmetics and personal care sector is expected to grow at a CAGR of around 3.5%. By

the year 2020, cosmetics consumption in India will be 5% of total cosmetics consumption of the world

(redseer.com). India accounts for a share of 1% of total global personal care, cosmetics and cosmeceutical

market.

Due to entry of foreign brands in India like Avon, Revlon, loreal, oriflame, Maybelline, Yardley, HUL and

Procter & Gamble, there is severe competition among domestic brands and foreign in Indian cosmetics

market. Dabur and Marico dominate the cosmetic market of India.

Fig.1 Indian Cosmeceutical, Cosmetics and Personal care Market size by Value 2012-2022F

(In USD billion)

Source: A Report on Indian Cosmeceutical, Cosmetics and Personal care Market, 2022

www.assocham.org

Table 4 Category wise Segmentation of Cosmetic Industry of India

Cosmetics Market Size

(USD Billion)

Skin care Products 1.63

Hair care Products 3

Oral care Products 1.74

Fragrances 0.47

Colour Cosmetics 0.16





Table 5 Product wise Segmentation of Cosmetic Market in India

Category

Skin care

Products

Hair care

Products

Makeup Oral care

Products

Fragrances Colour

Cosmetics

Facial care Oil Lipstick Tooth paste Perfumes Eye make up

Body care Shampoos Nailpolish Toothbrush Body Spray Facial makeup

Sun care Colours Mascara Toothpowder Deodarants Lip products

Hand care Styling

Products

Foundation Mouthwash Nail Products


Table 6 Gender wise Segmentation of Cosmetic Industry

Cosmetics Market Share

Women 60%

Men 40%

TOTAL 100%


A Report on Indian cosmetic Industry, July 2017

III. REVIEW OF LITERATURE

Bhatt and Sankhla (2017) took a study on understanding buying behaviour of consumers towards

cosmetics. They studied the factors motivating consumers to buy cosmetics and the most preferred cosmetic

brands by respondents. Sample size was 100 respondents. Their study revealed that, biotique, Khadi

naturals, Just herbs, Maybelline and Elle 18 were brands purchased and used by respondents. Further, 51%

of respondents use herbal cosmetics and remaining 49% use non-herbal cosmetics. The factors motivating

respondents to purchase cosmetics were quality followed by recommendation by beauticians, celebrity

endorsement, advertisement and brand name. They said that cosmetics are necessary for day to day life of

women.

Sivakumar V. (2016) carried out a study on brand preference of consumers towards products of

Hindustan Unilever Ltd in Coimbatore city by selecting a sample of 150 respondents. The objectives of the

study were to find out respondents’ preferences towards products of Hindustan Unilever Ltd and factors

influencing purchase of shampoos by respondents. His study examined that, 32% respondents use home care

& personal care products. 93% of respondents were satisfied from HUL’s products.

Gayathri and Kousika (2016), examined customer satisfaction and preference towards foreign brand

cosmetics in Tirupur city by selecting a sample size of 100 respondents and also studied factors influencing

purchase of foreign cosmetic brands their satisfaction level towards cosmetic brands. Their study found out

that, respondents prefer foreign cosmetic brands like Loreal, Procter & Gamble, Johnson & Johnson and

Avon. Respondents prefer to purchase foreign brand due to product specification and popularity of the

brand. Respondents were highly satisfied from quality and design & package of the brand. The problem

faced by respondents from purchase of foreign brand they said that price of foreign brand is very high.

S. Shanthakumari (2017), in her study on consumer buying behaviour for fairness cream, concluded

that the main factors influencing purchase of fairness cream was price of the product, brand image and

quality.




Jawahar and Tamizhjyothi (2013), studied consumer buying behaviour for cosmetics in Bangalore city

by surveying 100 respondents. The result of the study was that, monthly income of respondents does not

have any influence on respondents’ attitude towards cosmetic products, but age income and occupation has

positive influence on respondents’ attitude towards cosmetic products. Respondents look for quality, value

for money and brands of cosmetics before purchasing cosmetics.

Nishandini Ramesh and M.S. Siranjeevi (2017), conducted a research study to examine customer

satisfaction towards cosmetic products among 120 female customers belonging to Chennai city. Their study

revealed that 35% respondents consider brand befor purchasing cosmetics and 25% considered quality

before purchasing cosmetics. 25% buy make up products through online shopping and other 25% prefer to

buy from departmental stores and remaining others buy cosmetics from shopping malls. Respndents use

cosmetics for looking young and fashionable. Significant relationship was found between monthly income

of respondents and monthly expenditure on cosmetics.

Kaboor & Poornima (2017) studied brand preference of customers towards shampoo in Coimbatore

city by selecting a sample of 1200 female respondents. Respondents preferred clinic plus, all clear and

sunsilk brand of shampoo. Significant difference was found between brand preference of shampoo and

educational qualifications of respondents.

D.S. Latha (2017), examined which factors influenced consumer behaviour towards cosmetics in

Chennai by selecting a sample of 100 respondents. The study found out that age of the respondents has

significant influence on purchase decision making for cosmetics. The factors influencing consumer buying

behaviour for cosmetics were price, attractive packaging and sales promotion.

IV. STATEMENT OF THE PROBLEM

In this study an attempt has been made to understand females’ buying behaviour towards selected skin care

products in Baroda city. There is intense competition in the market for various types of cosmetics. So, a

study has been undertaken to analyze factors influencing purchase of skin care products.

V. SCOPE OF THE STUDY

For measuring buying behaviour only selected aspects were examined like skin care brands most preferred

by respondents, factors influencing and reasons for using skin care products were studied. This study

selected a sample size of 200 respondents to measure buying behaviour of females towards skin care

products. Four different skin care products were selected for the study which were cream, body lotion,

talcum powder and soap. This study was carried out only in urban areas of Vadodara city.

VI. OBJECTIVES OF THE STUDY

1) To study the demographic profile of women consumers.

2) To study the awareness of respondents towards various brands of cosmetics available in market in

Baroda city.

3) To study which brand of skin care products is most preferred by respondents.

4) To study the reasons for purchasing skin care products by females.

5) To study the factors influencing purchase of skin care products used by women.

6) To find out satisfaction level of women towards various brands of skin care products used by them.

VII. HYPOTHESIS OF THE RESEARCH STUDY

Ho1: There is no significant relationship between monthly income of respondents and their monthly

expenditure on skin care products used by them.

Ho2: There is no significant relationship between demographic characteristics of the respondents and skin

care products used by them.

Ho3: Reasons of Respondents’ Rankings for using Skin Care Products and it’s selected criteria are same.

Ho4: Respondents’ opinion regarding factors influencing purchase of skin care products on selected criteria

do not differ for all factors.




VIII. RESEARCH METHODOLOGY

Research Design

Exploratory and descriptive research design was used in this study.

Sources of Data

Secondary Data

The secondary data for the research study was obtained from journals, magazines, newspapers and internet.

Primary Data

Primary data was collected through structured non disguised questionnaire which was administered to 200

respondents and personal interviews of respondents were also taken.

Sampling Decisions

Population

Population consisted of all females belonging to age between 18 to 50 years and a resident of Baroda city.

Sampling Frame

All females in the age group of 18 to 50 years and were regular users of skin care products.

Sampling unit

A female belonging to age between 18 to 50 years, residing in Baroda city and who is regularly using skin

care products.

Sample Size

200 respondents residing in various areas and belonging to age group 18 to 50 years were selected for the

study.

Sampling Method

Non-probability convenient sampling method was used to select the sample size of 200 respondents from

population.

Area selected for the study

The study was conducted in Baroda city of Gujarat State.

Tools for Data Analysis

The collected data was analyzed with the help of statistical software which is SPSS Software version 16.

Various statistical tools were used to analyze the data viz. Percentage frequency distribution, Mean,

Standard Deviation, Average ranking analysis, chi square distribution and one way ANOVA.

IX. LIMITATIONS OF THE RESEARCH STUDY

1) This research study was carried out only in Baroda city to examine buying behaviour towards skin care

products.

2) Sample size of the study was very small i.e. 200 respondents.

3) Only few selected aspects of buying behaviour was examined to find out their behaviour towards skin

care products.

4) The results of the study cannot be generalized for other products.




X. DATA ANALYSIS AND INTREPRETATIONS

Table 7 Demographic Profile of Respondents

Demographic Profile of

Respondents

Frequency Percentage

Age Groups

15 to 25 Years 86 43

26 to 35 Years 71 35.5

35 to 45 Years 28 14

45 to 55 Years 15 7.5

TOTAL 200 100

Marital Status

Unmarried 103 51.5

Married 97 48.5

TOTAL 200 100

Monthly Income of Family

Up to Rs.25,000/- 70 35

Rs.25,001 to Rs.50,000/- 42 21

Rs.50,000/- to Rs.70,000/- 42 21

Rs.70,001 and above 46 23

TOTAL 200 100

Educational Qualifications

Up to 12th 15 7.5

Diploma 2 1.0

Undergraduate 64 32.0

Graduate 34 17.0

Post Graduate 56 28.0

Professional Degree 29 14.5

TOTAL 200 100

Occupation

Student 73 36.3

Housewife 30 14.9

Service 82 40.8

Business 6 3.0

Profession 9 4.5

TOTAL 200 100

Table 7 shows demographic profile of respondents. It is found that 79% of respondents are more than 26

years, 48% are married and 52% are unmarried, 56% of them had monthly family income above Rs.25000/-

and 17% were graduates and 32% were students in college. 40% respondents were working and 15% were

housewives.




Table 8 Respondents’ Awareness on Selected Brands of Cosmetics

Indian Brand Aware Not Aware Foreign Brand Aware Not Aware

Freque

ncy

Perce

ntage

Freque

ncy

Percen

tage

Freque

ncy

Percen

tage

Frequ

ency

Percent

age

Lakme 200 100 0 0 Revlon 171 85.5 29 14.5

Shahnaz

Hussain

153 46 47 24 Maybelline 193 96.5 7 3.5

Patanjali

Ayurved

194 97 6 3 Oriflame 181 90.5 19 9.5

Colour

Cosmetics

99 49.5 101 50.5 Avon 134 67 66 33

Jovees 63 31.5 137 68.5 Loreal 198 99 2 1

Godrej 188 94 12 6 Garnier 195 97.5 5 2.5

Himalaya

Herbals

197 98.5 3 1.5 Olay 179 89.5 21 10.5

Coloressence 114 57 86 43 Nivea 200 100 0 0

Biotique 106 53 94 47 Dove 196 98 4 2

VLCC 180 90 20 10 Estee Lauder 48 24 152 76

Elle 18 170 85 30 15 Mac 139 69.5 61 30.5

From Table 8, it can be seen that, all respondents were aware of popular brand of cosmetics like Lakme,

Godrej, Patanjali, Himalaya. They were not aware of cosmetics like colour cosmetics, Jovees, Coloressence

and Biotique. Table 9 Brand wise Classification of Skin Care Products used by Respondents

Skin Care Products

Cream Body Lotion Talcum

Powder

Soap

Brands N % N % N % N %

Lakme 72 36 58 29 10 5 5 2.5

Oriflame 13 6.5 12 6 11 5.5 10 5

Maybelline 1 0.5 3 1.5 0 0 0 0

Loreal 0 0 2 1 2 1 0 0

Godrej 3 1.5 2 1 2 1 24 12

Himalaya 32 16 42 21 13 6.5 32 16

Garnier 0 0 0 0 0 0 1 0.5

Patanjali 24 12 22 11 25 12.5 42 21

Avon 6 3 5 2.5 4 2 5 2.5

Nivea 26 13 25 12.5 9 4.5 1 0.5

Fair & Lovely 5 2.5 0 0 0 0 0 0

Pond’s 3 1.5 3 1.5 101 50.5 0 0

Dove 1 0.5 2 1 1 0.5 36 18

Vaseline 0 0 8 4 0 0 0 0

Amway 1 0.5 2 1 4 2 1 0.5

Johnson & Johnson 0 0 1 0.5 4 2 0 0

Lux 0 0 0 0 0 0 9 4.5

Others 13 6.5 9 4.5 14 7 34 17

Not using Product 0 0 4 2 0 0 0 0

TOTAL 200 100 200 100 200 100 200 100

Table 9 shows brand preference of respondents towards skin care products viz. cream, body lotion, talcum

powder and soap. Respondents use well known brands of these products. For cream, they use Lakme,

Himalaya and Nivea. For Body lotion, they use Lakme, Himalaya and Nivea. For talcum powde,r 1st brand

which most of them use is Pond’s followed by Patanjali and Himalaya. Regarding soap brand, maximum of

them use Patanjali followed by Dove and other brands.




Table 10 Respondent’s Monthly Expenditure on Skin Care Products

Monthly Expenditure

on Cosmetics


Upto Rs. 500/- 107 53.5

Rs.500/- to Rs. 2000/- 68 34.0

Rs.2000/- to Rs.3000/- 12 6.0

Rs.3000/- to Rs.4000/- 10 5.0

Rs.4000/- & above 3 1.5

TOTAL 200 100

From Table 10, it can be seen that respondents’ monthly expenditure on skin care products ranges from

Rs.500/- to Rs. 4000/-. Their mean monthly expenditure on cosmetics is Rs. 936/-.

Table 11 Frequency of Purchase of Skin Care Products by Respondents

Frequency of Purchase of

Cosmetics


Daily 0 0

Weekly 15 7.5

Once in a month 87 43.5

Once in 6 months 52 26

Once in a Year 12 6

During Special Occasions

only 33 16.5

TOTAL 200 100

Table 11 shows above frequency of purchase of skincare products by respondents. 43% of them purchase

skin care products weekly and 26% purchase skin care products once in a month. Table 12 Place preferred to purchase Skin Care Products by Respondents

Place of Purchase of

Cosmetics


From Provision stores 45 22.5

From Exclusive Cosmetic

Stores

103 51.5

From Medical Stores 29 14.5

From Shopping Malls 112 56

From Beauty Parlours 22 11

From Internet 45 22.5

From Table 12, it can be seen that the most preferred place for purchasing skin care products is shopping

malls and exclusive cosmetic stores. Table 13 Sources of Information considered for purchasing Skin Care Products

Sources of Information Frequency Percentage

Advertisements in Newspapers 48 24

Advertisements in Magazines 33 16.5

Advertisements in Radio 3 1.5

Advertisements on Internet 92 46

Beauticians’ recommendations 60 30

Friends’/Relatives’/Neighbours’

Recommendations

112 56

Through Direct Marketing

Channels

60 30




Table 13 shows various sources of information considered by respondents to purchase skin care products.

From the above table, it is found that respondents consider recommendations given by friends or relatives

and neighbours, beauticians recommendations and they also get information about cosmetics through direct

marketing channels.

RANKING ANALYSIS

Ranking analysis was done to find out the ranks given by respondents regarding reasons for using skin care

products by respondents.

Table 14 Respondents’ Rankings on Reasons for using Skin Care Products on Selected Criteria

Respondents’ Rankings

Reasons for using Cosmetics 6 5 4 3 2 1 Mean Rank

To look young 19 22 22 35 33 69 4.24 1

Protects my skin 18 26 31 32 53 40 3.98 2

Develops Personality 14 21 39 44 50 32 3.96 3

Due to Occupation 60 39 39 28 18 16 2.77 6

No harmful Ingredients 46 44 39 28 20 23 3.01 5

Enhances status 43 48 30 33 26 20 3.06 4

From the above table, it can be seen that respondents have given rank 1st to look young 2nd rank to protect

my skin and 3rd rank to develop personality.

Table 15 Factors influencing purchase of Skin care Products by Respondents

Selected Factors Respondents’ Opinion

1 2 3 4 5 TOTAL Mean SD

UI LI CS I VI

Brand Name 2 5 7 42 144 200 4.61 0.673

Price 23 17 25 69 66 200 3.69 1.320

Quality 6 14 10 39 131 200 4.37 1.058

Advertisement 31 34 32 52 51 200 3.29 1.413

Celebrity Endorsement 69 42 42 33 14 200 2.40 1.300

Easier Availability 21 40 44 64 31 200 3.22 1.233

Discount 18 33 43 61 45 200 3.41 1.253

Attractive Packaging 41 52 25 40 42 200 2.95 1.459

*Note: UI = Unimportant, LI = Least important, CS = Can’t Say, 4 = Important, 5 = Very Important

SD = Standard Deviation

Interpretation

From Table 15 it can be seen that the main factors influencing purchase of skin care products by

respondents were 1st was Brand name, quality and at 3rd position was price.

Table 16 Satisfaction level of Respondents from Skin Care Products used by them

Skin Care Products Satisfied Dissatisfied TOTAL

N % N % N %

Cream 187 93.5 13 6.5 200 100

Body Lotion 176 88 24 12 200 100

Talcum Powder 155 77.5 45 22.5 200 100

Soap 173 86.5 27 13.5 200 100

Interpretation

From Table 16, it can be seen that, 93.5% were satisfied with cream, 88% from Body Lotion, 77% from

Talcum Powder and 86.5% from soap. Only 6.5% were dissatisfied from cream brands, 12% from Body

Lotion, 22.5% from Talcum Powder and 13.5 were dissatisfied from soap brands which they use.




XI. TESTING OF HYPOTHESIS

Ho1: There is no significant relationship between monthly income of respondents and their monthly

expenditure on skin care products used by them.

Monthly Income

vis-a-vis monthly

expenditure on skin

care Products

Calculated

Value of

Chi Square

Degrees

of

Freedom

Table

Value of

Chi Square

Significant/Not

Significant

59.97 12 21.026 Significant

*Significance level is tested at 0.05.

Interpretation

As calculated value of chi square is greater than table value, we reject null hypothesis and conclude that,

monthly income of respondents and monthly expenditure on skin care products is significantly associated.

Ho2: There is no significant relationship between demographic characteristics of the respondents

and skin care brands used by them.

Table 17 Chi Square distribution of Demographic Variables and Skin Care Products used by Respondents

Demographic

Variables and

Skin care

Products

Calculated

Value

Degrees of

Freedom

Table Value Significant/Not

Significant

Age Groups

Cream 18.15 21 32.671 Not Significant

Body Lotion 35.90 27 40.113 Not Significant

Talcum Powder 22.82 21 32.671 Not Significant

Soap 35.52 21 32.671 Significant

Marital Status





Monthly Income




Soap 22.96 21 32.671 Not Significant

Education




Soap 68.06 35 49,80 Significant

Occupation


Body Lotion 23.57 36 51 Not Significant



Note: Level of Significance is 0.05




Interpretation

As calculated value of chi square is less than table value at 5% significance level, we do not reject null

hypothesis and conclude that there is no significant relationship between demographic variables and cream,

body lotion and talcum powder brands. For significant difference between demographic variables and soap

brands we reject null hypothesis as calculated value of chi square is greater than table value as given in

Table 17.

Ho3: Reasons of Respondents’ Rankings for using Skin Care Products and it’s selected criteria are same.

Table 18 ANOVA of Occupation of Respondents and Reasons for using Skin care Products

Selected Reasons Degrees of

Freedom

F-Calculated

Value

p-value Significant /

Not Significant

To look young (4, 195) 0.94 0.442 Not Significant

Protects my skin (4, 195) 2.927 0.022 Significant

Develops Personality (4, 195) 0.906 0.461 Not Significant

Due to Occupation (4, 195) 2.869 0.024 Significant

No harmful Ingredients (4, 195) 1.231 0.299 Not Significant

Enhances status (4, 195) 0.240 0.915 Not Significant

Interpretation

One way Anova test was applied to test the hypothesis that respondents rankings with regard to reasons for

using skin care products oon selected criteria is same or not and their occupation. As F-value is greater than

table value, we reject null hypothesis and conclude that respondents’ rankings on to protect skin and

required due to occupation differ. For remaining reasons, we do not reject null hypothesis and conclude that

respondents’ rankings were same.

Ho4: Respondents’ opinion regarding factors influencing purchase of skin care products on selected criteria

do not differ for all factors via their demographic variables. Table 19 ANOVA of Age Groups of Respondents and Opinion of Respondents regarding Factors influencing Purchase of

Skin Care Products

Selected Factors Degrees of

Freedom

F-Calculated

Value

p-value Significant/Not

Significant

Brand Name (3, 196) 0.992 0.398 Not Significant

Price (3, 196) 1.137 0.335 Not Significant

Quality (3, 196) 1.251 0.292 Not Significant

Advertisement (3, 196) 3.058 0.017 Significant

Celebrity Endorsement (3, 196) 5.981 0.001 Significant

Easier Availability (3, 196) 0.716 0.544 Not Significant

Discount (3, 196) 0.168 0.918 Not Significant

Attractive Packaging (3, 196) 1.013 0.388 Not Significant

Interpretation

As p-value is less than 0.05 for Advertisement and Celebrity Endorsement we reject null hypothesis and

conclude that Age groups of respondents and opinion of respondents on these two factors are not same. For

remaining factors, as p-value is greater than 0.05, we do not reject null hypothesis and conclude that

respondents opinion for these factors and their occupation do not differ.




XII. FINDINGS OF THE STUDY

Respondents use both Indian brands as well as foreign of skin care products. In Indian brands they use

Patanjali, Himalaya Herbals, Lakme and Godrej. In foreign brands they use Nivea, Dove, Maybelline,

Loreal and Garnier.

All Respondents are aware of all Cosmetic Brands except very few brands they were unaware of like

Colour Cosmetics, Jovees, Coloressence and Biotque.

Regarding cream and Body Lotion respondents use Lakme, Patanjali, Himalaya, Nivea brands. For

Talcum Powder Pond’s was best preferred brand followed by Patanjali and Nivea. For soap, they use

Patanjali, Dove, Godrej and Himalaya Brand.

The average monthly expenditure on skin care brands was Rs. 936/-. 44% of respondents purchase skin

care brands once in a month. The most preferred place for purchasing cosmetics was from shopping

malls and exclusive cosmetic stores. Regarding sources of information considered for purchasing

cosmetics they consider Friend’s/Relatives’/Beauticians recommendations and also consider

Advertisements in Newspapers and direct marketing channels for getting information about skin care

products.

Respondents were asked to rank reasons for purchasing cosmetics to which they said that they used skin

care brands to look good and young, to protect their skin and to develop their personality.

The main factors influencing purchase of cosmetics were Brand name followed by quality and price.

Respondents were satisfied from skin care brands which they use.

XIII. CONCLUSIONS AND SUGGESTIONS

From this research study we come to know that females use skin care brands to look good and young. They

preferred to purchase both Indian brands and foreign brands of cosmetics. The main factors which

influenced females to buy skin care products were brand name, price and quality. They consider beauticians

recommendations before purchasing any skin care product. They prefer to use well known brands of skin

care products. This study would be helpful to cosmetic industries to design marketing strategies to earn

market share.

XIV. REFERENCES

[1] Philip Kotler(1998), Marketing Management, 9th Edition, Prentice Hall of India Pvt. Ltd., New Delhi,

p.40, 173, 192, 443, 1998

[2]Suja Nair (2013), Consumer Behaviour in Indian Perspective, 2nd Edition, Himalaya Publishing House,

Mumbai, 2013, p.4

[3]C.R. Kothari, Research Methodology, New Age International Publishers, New Delhi, 2nd Edition.

Journals

[4] Bhatt Kruti and Peenal Sankhla (2017), “A study on Consumer Buying Behaviour towards Cosmetic

Products”, International Journal of Engineering Technology Science and Research, Vo. 4, Issue 12,

Dec.2017, pp. 1244-1249.

[5] D.S. Latha (2017), “A Study on Factors influencing Consumer Behaviour Towards Cosmetics in

Chennai City”, International Journal of Applied Research, Vol.3, Issue 6, pp.1038-1042.

[6] Gayathri J. & J. Kousika (2016), “A Study on Customer Satisfaction and Preference towards foreign

Branded Cosmetics in Tirupur City”, Intercontinental Journal of Marketing Research Review, Vol.4,

Issue 9, Sept. 2016, pp. 9-17.

[7] Jawahar Vidhya J. & K. Tamizhjyothi (2013), “Consumer Attitude towards Cosmetic Products”, IJEMR,

Vol. 3, Issue 6, pp.1-7.

[8] Kaboor & Poornima (2017), “Brand Preferences of Selected Cosmetics – A Study on Selected Shampoo

Products in Coimbatore city”, International Journal of Engineering and Management Research”, Vol. 7,

Issue 1, pp. 380-383.

[9] Nagananthi and Mahalaxmi (2016), Consumers’ Brand Preference and Buying behaviour of cosmetics

products at Coimbatore city, Intercontinental Journal of Marketing research review, Vol. 4, Issue 1,

Jan.2016, p. 13, (Brand Preference meaning ) pp. 13 to 19.

[10] Nishandini Ramesh and M.S. Siranjeevi (2017), “The Determinants of Customer Satisfaction towards

Cosmetic Products”, Indo-Iranian Journal of Scientific Research, Vol.1, Issue 1, pp. 189-203.

[11] Shanthakumari S. (2017)“A Study on Consumer Buying Behaviour on Fairness Cream with special

Reference to Udumalpet town”, International Journal of Applied and Advanced Scientific Research,




Vol. 2, Issue 1, 2017, pp. 115-118.

[12] Sivakumar V.(2016), “A study on brand preference towards Hindustan Unilever Ltd., in Coimbatore

City”, International Journal of Applied Research, 2016, Vol. 2, Issue 7, pp. 118-121.

Websites

www.fda.gov/cosmetics, FD & C Act, 1938).

A Report on Indian cosmetic Industry, July 2017 (www.redseerconsulting.com)

Indianmirror.com/Indian-industries/cosmetics.html

Euromonitor.com

www.alliedmarketresearch.com

https://www.techsciresearch.com/admin/gall_content/2017/10/2017_10$thumbimg111_Oct_2017_0929166

23.pdf

www.assocham.org (Association of Chamber of Commerce and Industry)

Assocham report on Indian Cosmeceutical, Cosmetics and Personal care Market, 2022.


https://www.techsciresearch.com/admin/gall_content/2017/10/2017_10$thumbimg111_Oct_2017_092916623.pdf

https://www.techsciresearch.com/admin/gall_content/2017/10/2017_10$thumbimg111_Oct_2017_092916623.pdf

http://www.assocham.org/

© 2018 ijrar january 2019, volume 6, issue 1

Documents