BUSINESS COMMUNICATION
COSMETIC PREFERNCES AMONG WOMEN
CONTENTS
• INTRODUCTION
• OBJECTIVES
• RESEARCH METHODOLOGY
• DATA INTERPRETATION & ANALYSIS
• FINDINGS
• CONCLUSION
INTRODUCTION
• The Indian cosmetic industry has shown strong growth over the past
few years.
• It is one of the industries holding huge potential for further growth. In
2009, the cosmetics industry registered impressive sales of INR 356.6
Billion despite the global economic recession.
• Success was fuelled:-
• By improving purchasing power
• Rising fashion consciousness of the Indian population.
• The various promotional activities by the players
• Rise in variety of products offered
• Rural expansion and specialized products to generate revenues from
all the corners
• Beauty culture or cosmetology has emerged as a major occupational
avenue
• New scientific developments, techniques, products and media hype
• Increasing literacy levels, penetration of satellite television, growing
urbanization and greater beauty awareness among women, has
resulted in rewarding growth opportunities to cosmetics and toiletries
manufacturers
• Female consumers form a major segment of buyers in India
• Increased purchasing ability of women households helps them to
spend more on personal grooming.
• Color cosmetics - the fastest growing area.
• Experimentation among teen and young adult Indian women.
• Increasing number of women becoming the earning members of the
family
COSMETIC INDUSTRY IN SOUTH INDIA
• The demand for cosmetics is concentrated mainly on essential items.
• Expect good quality products.
• Rapidly changing aspirations and lifestyles, which will result in
increase in demand.
• The Consumption pattern of consumers in Kerala is changing.
• More spending power, better education and access to various brands
and products, due to migration abroad and the TV boom.
• The consumers have also become globalized in their thinking and are
ready to indulge in some impulsive shopping.
OBJECTIVES
1)To study the style of purchase of cosmetics.
2) To assess how brand influences the purchasing pattern.
3) To analyze the different factors involved in purchase decision of
cosmetics.
4) To study the spending pattern of cosmetic consumers.
5)To study about market segmentation of cosmetic products on the basis
of the preferences.
RESEARCH METHODOLOGY
• Target group 18-30
• Methods of data collection:
Primary data through questionnaires
Secondary data through journals, magazines etc.
• Sample size : 30
• Data analysed & interpreted using percentage analysis ,pie charts &
tables
DATA ANALYSIS & INTERPRETATION
PREFERENCE OF SKIN CARE PRODUCTS
Response Number Of Respondents Percentage( %)
Yes 28 93
No 2 7
7%
YES
NO
93%
BRAND LOYALTY
Response Number Of Respondents Percentage
Yes 26 86%
No 4 14%
14 %
YES
NO
86 %
BRANDS PREFERRED
Brands Number Of Respondents Percentage
L’Oreal 4 16%
Revlon 2 8%
Garnier 4 16%
Dove 10 38%
Ponds 1 4%
Himalaya 2 7%
Others 3 11%
Brands Preferred
11%
16%
7% L’Oreal
Revlon
4% 8%
Garnier
Dove
Ponds
16% Himalaya
Others
38%
SKIN TYPES
Skin Type Number Of Respondents Percentage
Normal 17 57%
Dry 7 23%
oily 6 20%
20%
Normal
Dry
57% Oily
23%
BRAND OF SOAP
Brand Number Of Respondents Percentage
Dove 12 40%
Lux 6 20%
Pears 5 17%
Hamam 0 0
Vivel 2 7%
Others 5 16%
10%
5%
26% Dove
Lux
Pears
Hamam
13% Vivel
46% Others
REASON FOR SPECIFIC BRAND
Reason Number Of Respondents Percentage
Quality 27 75%
Price 4 11%
Packaging 1 3%
Brand name 4 11%
11%
3%
11% Quality
Price
Packaging
Brand
75%
PREFERRED LOCATION OF PURCHASE
Location Number Of Respondents Percentage
Hyper/Super market 25 80%
Drug Stores/Chemists 3 10%
Internet 0 0%
Beauty Salon 2 6%
Others 1 4%
3%
6%
Hyper/Super
10% market
Drug
Stores/Chemists
Beauty Salon
81% Others
USE OF NATURAL OR AYURVEDIC PRODUCTS
Response Number Of Respondents Percentage
Yes 19 63%
No 11 37%
37%
Yes
No
63%
PREFERENCE OF AYURVEDIC OVER NORMAL PRODUCTS
Preference Number Of Respondents Percentage
Yes 15 68%
No 7 32%
32%
yeS
No
68%
FREQUENCY OF VISIT TO BEAUTY PARLOUR
Frequency Number Of Respondents Percentage
Daily 0 0%
Once a week 4 14%
More than once a week 1 4%
Monthly 22 82%
14%
4%
Daily
Once a week
More than once
a week
Monthly
82%
PREFERENCE OF SKIN TREATMENT
Skin treatment Number Of Respondents Percentage
Facial 11 28%
Clean up 14 36%
Pimple treatment 0 0
Bleach 16 15%
Pedicure/Manicure 2 6%
Others 6 15%
15%
Facial Clean up
6% 28%
Pimple Bleach
15% treatment
36% Pedicure/Manic Others
ure
TECHNIQUES OF HAIR REMOVAL
Techniques Number Of Respondents Percentage
Wax 16 60%
Removing cream 9 33%
Others 2 7%
7%
wax
33%
removing cream
60% others
BRANDS OF HAIR REMOVAL PRODUCTS USED
Brands Number Of Respondents Percentage
Veet 11 58%
Anne-frenche 3 16%
Fem 2 10%
Jovan 0 0%
Others 3 16%
16%
Veet
10% Anne-frenche
Fem
58% Jovan
16% Others
MONTHLY SPENDING ON SKIN CARE PRODUCTS
Amount Number Of Respondents Percentage
100-500 22 75%
500-1000 6 20%
1000-1500 1 5%
Above 1500 0 0
5%
20%
100-500
500-1000
1000-1500
Above 1500
75%
PRODUCTS USED
Products Number Of Respondents Percentage
Face wash 27 30%
Moisturizers/cream/lotion 23 25%
Sunscreen 14 15%
Shower gel 8 9%
Deodrant / roll on 20 21%
Products used
21%
30%
Face Wash
Moisturizers/cream/l
otions
9%
Sunscreen
Showergel
Deodrant/roll on
15%
25%
BRAND OF EACH PRODUCT USED
FACEWASH
Brand Number of respondents Percentage
Himalaya 5 19
Garnier 2 8
Clean & Clear 3 11
Ponds 3 11
Dove 2 7
Others 12 44
Facewash
19%
Himalaya
44% 8% Garnier
Clean & Clear
Ponds
Dove
11%
Others
11%
7%
MOISTURIZERS/CREAMS/LOTIONS
Brand Number of respondents Percentage
Dove 7 30
Himalaya 2 9
Ponds 2 9
Johnson & Johnson 2 9
Lakme 4 17
Others 6 6
Moisturizers/cream/lotion
3% 3%
14%
Lakme
Lotus
Suncross
51%
14% Garnier
Ayur
L’Oreal
14%
SUNSCREEN
Brand Number of respondents Percentage
Lakme 7 50
Lotus 2 14
Suncross 2 14
Garnier 2 14
Ayur 1 3
L’Oreal 1 3
Sunscreen
3% 3%
14%
Lakme
Lotus
Suncross
51%
14% Garnier
Ayur
L’Oreal
14%
SHOWERGEL
Brand Number of respondents Percentage
Garnier 4 50
L’Oreal 2 25
Lux 1 12.5
Dove 1 12.5
Showergel
13%
13%
Garnier
L’Oreal
50%
Lux
Dove
25%
DEODRANT/ROLL- ON
Brand Number of respondents Percentage
Yardley 1 5
Rexona 1 5
Fa 4 20
Dove 2 10
Ponds 3 15
Eva 2 10
Others 7 35
Deodrant/roll -on
5%
5%
35% Yardley
20% Rexona
Fa
Dove
Ponds
Eva
10% Others
10%
15%
FINDINGS
• 43% of the respondents use skin care products.
• Among them, 86% are brand specific.
• ‘Dove’ is the most preferred brand(38%)followed by ‘L’oreal’ and
‘Garnier’(16% each).
• 57% of the respondents have normal skin,23% have dry skin and 20%
oily skin type.
• Quality is the reason for the specific brand for 75% of the respondents.
• 80% of the respondents tend to buy the products from
hyper/supermarkets.
• Among the brands of soap preferred, ‘Dove’ is preferred the most with
40% of the respondents opting for it.
• 63% of the respondents use natural/ayurvedic products.
• 68% of the sample population prefer natural products over normal
skin care products
• Majority (80%) of the respondents visit the beauty parlour once a
month.
• Among the various skin treatments, 36% of the respondents go for
clean up, followed by facial (28%).
• 60% use waxing as the hair removal technique.
• ‘Veet’ is the most preferred among different brands of hair removing
cream with 58% opting for it.
• 75% of the respondents spend between 100-500 rupees per month on
skin care products
• Face wash is mostly used among different products such as
moisturizer/cream/lotion, sunscreen, shower gel and deodorant/roll on with
30% of the respondents opting for it.
a) 19% of the respondents use ‘Himalaya’ among brands of face wash such as
‘Garnier’, ‘Clean and Clear’, ‘Ponds’ and ‘Dove’ while 44% prefer other
brands.
b) Among different brands of moisturizers/creams/lotions, ‘Dove’ is
preferred the most with 30% opting for it.
c) ‘Lakme’ is preferred by 50% of the respondents among different brands of
sunscreen.
d) 50% of the respondents use the shower gel offered by ‘Garnier’.
e) 20% of the sample population use ‘Fa’ among various brands of
deodorant/ roll on such as ‘Yardley’, ‘Rexona’, ‘Dove’, ‘Ponds ‘and ‘Eva’
while 35% use other brands.
CONCLUSION
• Tastes & preferences in cosmetics vary according to new trends
• Surge of international brands
• Advertisements play a major role
• Cosmetic industry will never see a decline considering the increased
awareness among youth.
THANK YOU
