Consumer Buying Behaviour of “Product Quality” (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF “PRODUCTS QUALITY” (Garnier Cosmetic)

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University of Liberal Arts Bangladesh A new vision in higher education

Academic Year 2015

Bangladesh Market Marketing Research Report

On

Consumer Buying Behaviour of “Product Quality” (Garnier Cosmetic)


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PREPARED FOR

Moinak Kanungo

ULAB School of Business

PREPARED BY

Asif Mahmud Onik Md. Sariful Alam Ummay Sanjida Biswajit Saha

ID : 141051002 ID: 141051066 ID: 133051013 ID: 133051077

[August 2015]


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ABSTRACT This senior paper and survey explores the relationships that different demographics (Bangladesh)

of Consumer Buying Behaviour of “Product Quality”. It observes their opinions on price, design,

quality and attractiveness of certain packaging designs but mainly customer want quality

product. For the majority of participants, they believes only Brand was associated with a higher

quality product. Consumers can judge based on a cosmetic products quality whether it is from a

low or high end brand as well as whether they are attracted to it enough to purchase it.

In addition to extensive research on Consumer Buying Behaviour of “Product Quality” Garnier,

a survey was conducted on over 40 consumers and most of which live in Dhanmondi and

Gulshan.


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: : Table of Contents-

Topic Page No

Abstract iii

Chapter 1.0 History of Cosmetics 1

1.1 Cosmetic in Bangladesh 1

1.2 Literature Review 2

1.3 Scope and Objectives of the report 2

Chapter 2.0 Research Methodology 3

2.1 Source of Data 3

2.2 Limitations of the Study 3

2.3 Sample selection for the cosmetic Brand in Bangladesh 4

2.4 Sample selected for the study 4

2.4.1 Area of the study 5

2.4.2 Tools for analysis 5

Chapter 3.0 About L’OREAL 5

3.1 History of Garnier 6

3.1.2 Beauty and Product 6

Chapter 4.0 4P’S OF MARKETING 7

4.1 Product 7

4.1.1 Product Variety 7

4.1.2 Product Quality 8

4.1.3 Brand Name 8

4.1.4 Services 8

Chapter 5.0 Product Levels (The customer Value Hierarchy) 8

Chapter 6.0 Product mix 10

Chapter 7.0 Product Hierarchy 10

7.1 Need Family 10

7.1.1 Product Family 11

7.1.2 Product Class 11

7.1.3 Product Line 11


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7.1.4 Product Type

Chapter 8.0 Analysis & Interpretation of Garnier Cosmetic “Product

Quality”:

11

8.1 Define the problems 11

8.2 Factor Ranking Method 11

8.3 Analysis of Consumer’s Questionnaires 12

8.3.1 Analysis of Consumer 13

Chapter 9.0 Analysis of the over customer respondents 18

9.1 Age vs Brand 18

9.2 Satisfaction 18

9.3 Reason vs Brand 18

9.4 Factors influenced on Choice of Brand and reasons that would be purchase specific cosmetic products

18

Chapter 10.0 Findings 19

Chapter 11.0 Conclusion 19

Reference List 20


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::: 1.0 History of Cosmetics: 20th century in Modern developments in technology, such as the high shear mixer has facilitated the production of cosmetics which are more natural looking & have greater staying power in wear than their predecessors. Cosmetic deodorant was invented in 1888, by an unknown inventor from Philadelphia and was trademarked under the name of MUM (deodorant). 21st century Beauty products are now widely available from dedicated internet only retailers, who have more recently been joined online by established outlets, including the major department stores & traditional bricks & mortal beauty retailers like most industries, cosmetics companies resist regulation by government agencies like the FDA, & have lobbied against this throughout the years. The FDA does not have to approve or review the cosmetics, or what goes in them before they are sold to the consumers. FDA only regulates against the colours that can be use din the cosmetics & hair dyes. The cosmetic companies do not have to report any injury from the product; they also only have voluntary recalls on product. Cosmetics brands are releasing cosmetics products especially tailored for men, men are also using such products more commonly. There is some controversy over this, however, as many feel that men who wear make up are neglecting traditional gender roles & do not view men wearing cosmetics in a positive light others, however, view this as a sign of ongoing gender equality& feel that men also have rights to enhance their facial features with cosmetics if women could. Cosmetics in 1970s were divided into a “Natural look” for day & a more sexualised image for evening. In Asia, skin whitening continued to represent the ideal of beauty, as it does to this day. 1.1 Cosmetic in Bangladesh: The Bangladesh cosmetic industry has witnessed rapid growth over the last couple of decades. At present Bangladesh’s beauty market is worth TK 655 crore in annual sales, which is almost three times its value in 2009. The cosmetic sector has great potential due to the country’s rising middle class population and increasing health and beauty consciousness among local consumer (People). Herbal cosmetics from Bangladesh have a great demand in the overseas market and many cosmetic products that are manufactured in Bangladesh today are supplied to international suppliers of branded cosmetic products


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1.2 Literature Review: Debiprasd Mukherjee (2012) conducted a study entitled “Impact of

celebrity endorsement on Cosmetic Brand Image‟. This study shows that consumers report

higher self-brand connection for multinational cosmetic brands with images that are consistent

with the image of a celebrity that they aspire to be like, particularly in the case when the image

of the celebrity and the multinational cosmetic brand match.

Subrahamanyam& others (1982) conducted a study on “Marketing of consumer goods” in

Vishakapatnam. It was found that large number of respondents purchased cosmetic brand

products from private retail shop followed by super bazaar & consumer co-operative store and

housewife played a vital role in taking purchase decision.

Singh J.D. (1981) conducted a survey on “A study of Cosmetic Brand loyalty in India”. The

study concluded that Indian consumers have been found becoming more & more cosmetic brand

loyal. Depending upon the nature of the product, they have single or multiple brand loyalty are

quality of the product, habit of use and regular availability of the product.

Ramakrishna Rao, Rama Raju& Ram Prasad (1987) conducted a survey on “Husband-Wife

Involvement in Buying Decision Making in skin care product (Brand)”. One of the major

findings of the study is husband who are young, highly educated & belong to high income group

are relatively less dominated than their older, less educated & low income counterparts.

In cosmetic brand research prospective I think that’s the 1st time research (survey) in Bangladesh

market and international market prospective they select more than two brands in survey

prospective. In internet evidence in our group prospective our report first time in Bangladesh and

other country research basis it’s some part are different to the other research report.

1.3 Scope and Objectives of the report: The objective of the report is to develop our

knowledge Research about how to consumer respond of cosmetic product buy situation as well

as to elaborate our thinking. Through this report, we will able to make our self at any situation

when we got the any sort of assignment or task or making any report regarding Research area. It

also help us for fulfillment our knowledge. The main objective of the report is to gather

knowledge and information how to consumer react in cosmetic brand when they buy and also

focus cosmetic product quality are really affect to the customer or customer just want to buy

branding product.


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Objective of the Study:-

I. To judge the product quality of GARNIeR cosmetic.

II. To analyze the factors influencing on buying decisions.

III. To study the buying process of cosmetic products.

IV. The analyses the effect of media communication on buying behavior.

V. Identify the major factor behind the satisfaction of Customer (Buy Cosmetic).

VI. To identify the relationship between Brand and consumer.

::: 2.0 Research Methodology: Methodology is the most important component in any study

since it explains the procedure and methods through which a particular study was carried out.

This paper includes Data / Information Collection, Study Population, Study Area, data collection,

Sample Size, Allocation of sample and calculation etc.

2.1 Source of Data: Data are the raw materials for any study. Relevant data for the study were

collected from both secondary and primary sources. The secondary data has been collected from

books, magazines and the internet.

Two types of primary data were collected in the study-quantitative and qualitative.

1. Quantitative data were gathered from survey and observation of customer buying

behavior about GARNIeR product (quality).

2. Qualitative data were collected from customer interview and projective techniques.

2.2 Limitations of the Study: During the course of study the following major limitations were

observed,

As only one city was surveyed, it does not represent the overall view of the Bangladesh

market.

Time is the major limitation, which has affected the inferences drawn in the study.

Most of the people are not interest to cooperation.

Some of survey people; in my prospective they are not given correct information.


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Dove

2.3 Sample selection for the cosmetic Brand in Bangladesh: Bangladesh in one of the faster developing country in the world and market prospective this country day by day quality of cosmetic product demands will be increased as a result local company to international brand all are interest to invest in this market. In Bangladesh so many cosmetic brand selling and promote there product but when you follow

market shared GARNIeR cosmetic brand capture 48% then other cosmetic can’t and GARNIeR

are the most trusted cosmetic brand in consumer mind, many market analysis report show that.

That’s why we select Quality of GARNIeR Cosmetic” in our research brand.

2.4 Sample selected for the study: In Dhaka city there are about almost 2 crore people live but

this city every people are not properly satisfied or fulfill there need/demand and Dhaka city all

place people are not facilities same so this prospective. A total of 40 respondents from Dhaka

city were selected for the study. Convenience sampling method has been followed for collecting

the response from the respondents.

Bangladeshi Cosmetic Market

Man Women

Fair & Lovely

L’Oreal

Vaseline

Other Cosmetic

Lakme

Ponds

GARNIeR

Park Avenue


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2.4.1 Area of the study:

The study area is limited to Dhanmondi and Gulshan. It is identified as one of the fast developing

area in Dhaka with high per capita income.

2.4.2 Tools for analysis: The statistical tool used for the purpose of the analysis of this study is

simple percentage technique and ranking techniques. After the collection of data through the

questionnaire, editing was done carefully. Based on the responses of the samples, tables were

prepared. The data collected were analyzed and interpreted with the help of tables & figures.

::: 3.0 About L’OREAL: L’Oréal is richly endowed with a portfolio of international brands that is unique in the world and that covers all the lines of cosmetics and responds to the diverse needs of consumers the world over. L’Oreal in France and the United States has been in operation since 1909. It now owns 5 divisions including GARNIeR. L’Oreal has a focus on research, especially studies in a sustainable development, with research countries on 3 continents. L’Oreal Consumer Cosmetic Products Division Are:

1 3 2

5 4

Dhaka Gulshan

Uttara Jatrabari

Mohammadpuru

Mirpur Dhanmondi


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3.1 History of GARNIeR: Is a mass market cosmetics brand of L'Oréal that produces hair

care and skin care products. The company started as Laboratoires GARNIeR in 1904, and was

acquired by L'Oréal in the 1970s. GARNIeR is sold in numerous countries worldwide, with

specific product lines targeted for different skin types and cultures. In 2011, GARNIeR partnered

with TerraCycle to promote up cycling of product containers and the introduction of

biodegradable products.

3.1.2 Beauty and Product: GARNIeR believes in beauty through nature. Scientifically developed with selected natural ingredients, our products help you look healthy and feel better every day. Established in Paris at the turn of the 20th century, GARNIeR is the #1 beauty brand in France and a trusted leader throughout Europe, Asia, Canada and Mexico. GARNIeR started selling Nutritionist, its skincare product line, in 2005.Dedicated to providing a new vision for health with high quality beauty products, GARNIeR also provides a wide range of hair care, skin care and sun care products throughout the world. In modern marketing GARNIeR watch day by day, women are not only care there skin but also man are want to take care there skin so GARNIeR few side change there product strategy as a result this cosmetic brand promote man and women product in market but not every product because they believes this product sweetable every stage consumer, when they are use. The GARNIeR cosmetic brand currently offers six lines of products consist below:-

GARNIeR Skin Naturals meant for the face, Body moisturising lotions, Deodorant Minerals, GARNIeR Men, Nutrisse hair dye and sun-protection products under the Ambre Solaire line.


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::: 4.0 4P’S OF MARKETING: Marketing is a management process through which goods & services move from concept to customers. In our market research of consumer behavior of “Product Quality” prospective we analysis only Product part of GARNIeR cosmetic brand.

a) That means creating & meeting needs profitable.

b) As a philosophy it is based on thinking about the business in terms of customer’s need & their satisfaction.

4.1 Product: Almost everything we come across in our daily life is a product all of them cater to and satisfy some needs of some people. So in simple term, we can define a product as a “Need satisfying entity”. The product is thus the total package of benefits the consumer receives when consumer buys it. It includes:

4.1.1Product Variety: GARNIeR cosmetic can be differentiated in shapes, in variety or in physical structure of product by size, colours, packaging, design and brand name Like:- Skin Naturals meant for the face Body moisturising lotions Deodorant Minerals GARNIeR Men Nutrisse hair care. Sun-protection products under the GARNIeR Ambre Solaire line.

Marketing Mix

Promotion Place Price Product

- Variety. - Quality - Features - Brand Name. - Packaging. - Services. - Returns


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4.1.2 Product Quality: Quality is one of the important elements in product. Buyers expect product to have high quality and meet the promised specification. Each product is the result of the systematically documented quality assurance manual. The manual ensures rigid implementation of the quality policy for the constituent customers satisfaction ensures that customers get full value for their money, have high quality and meet the promised specification. 4.1.3 Brand Name: A brand name is define as a name, symbol, design or a combination of them which is intended to identify the goods and services of one seller and to differentiate them from those of competitors. Thus, brand name is a major selling tool and one of the most important components of the total product personality.

E.g., L’Oreal is a company and GARNIeR is a brand. 4.1.4 Services: A service is any act of the performance that one party (seller) can offer to another party (buyer) that is essentially intangible and does not result in the ownership of anything.

This prospective GARNIeR just sell not product but also ensure promises’ of good quality.

::: 5.0 Product Levels (The customer Value Hierarchy): In planning its market offering, GARNIeR cosmetic address 5 product levels in the markets. Each level adds more customers’ value and the five constitute of customer value hierarchy. Below are the product levels:-


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I. Core benefit: It is the fundamental level of the product level.

In this the customer is really buying the service or benefit.

It basically includes the basic ingredients of the product.

In this, marketers must see themselves as benefit providers.

II. Basic product

At this level, the marketer turns the core benefit into a basic product.

III. Expected product

At this level, the marketer prepares an expected product.

It is a set of attributes & conditions which buyers normally expect when they purchase this product.

IV. Augmented product

At this product level, the marketer prepares an augmented product that exceeds customer expectations

It contains additional features.

These features are those which are not provided by the existing competitors in the market.

Differentiation arises & competition increasingly occurs on the basis of product augmentations, which

also lead the marketer to look at the user’s total consumption system.

V. Potential product

A potential product is the maximum possible level up to which a company can provide the augmented &

expected product in future innovations.

Table showing product levels in GARNIeR cosmetics: 1 ) Core benefit E.g, Health and beauty consciousness, Fairness

2) Basic product E.g, Cosmetic Product

3) Expected product E.g, Better quality, Natural ingredients etc

4) Augmented product E.g, More flavors, fragrance, Packaging.

5) Potential product E.g, Clean face, Looking good, Reduce face fat, removes skin Dieses, To show oneself modern, Fashion/Trend


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::: 6.0 Product mix: A product mix is a set of all products and items and particular which sellers put to sale. A product mix consists of various product lines. GARNIeR cosmetic three types of product mix have been followed.

Product width: This refers to how many different product lines in the company carries. GARNIeR believes wide product mix increases the different of customers her cosmetic company can target. However it may involve a lot of work as each product line will require a strategy and management. It could also reduce specialization as it is difficult to offer every variant of a product type if you are selling lots of different types of product.

Product length: The length of a product mix refers to the total numbers of items in the mix. L’Oreal analysis if there are too many product types in a product line, they will begin to compete with each other, increase costs unnecessarily and even confuse customers. If the product line is too short it will limit customer choice and send customers to competitors with a greater selection of products. That’s why L’Oreal company cosmetic brand name is different like GARNIeR, Maybelline, essie etc.

Product depth: The depth of a product mix refers to how many variants are offered to each product in the line. GARNIeR cosmetic uses many subgroups the product line contains. Like GARNIeR Acno Fight Fresh wash, Sun Light Fresh wash, Pure active, Clean+ and so on subgroup product sell in GARNIeR. ::: 7.0 Product Hierarchy: The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify six levels of the product hierarchy. 7.1 Need Family: The core need that underlies the existence of a product family E.g. for GARNIeR cosmetics health and beauty Fairness is a need family.

Product width

Product length Gar

nier

Pro

duct

Mix

Product depth


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7.1.1 Product Family: All the product classes that can satisfy a core need with reasonable effectiveness. E.g. GARNIeR are the product family. 7.1.2 Product Class: A group of products within the product family recognized as having a certain functional coherence. It is also known as “product category”. E.g. GARNIeR Hari colour, Hair care, deodorant, fairness cream, Gel etc are product class. 7.1.3 Product Line: A group of products within a product class that are related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within give price ranges. A product line may be composed of different brands or a single family brands or individual brand that has been line extended. E.g. in GARNIeR there are categories wise different types of product line.

7.1.4 Product Type: A group of items within a product line that share one of several possible forms of the products.

Item: A distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attributes. E.g. GARNIeR man faces wash (Acno Fight) and women face wash (GARNIeR light) are different.

::: 8.0 Analysis and Interpretation of GARNIeR Cosmetic “Product Quality”: 8.1 Define the problems: It is said that “rightly identified problems is the half solution of the problem”. Problems should not be defined either too broadly or too narrowly. Avery broad or vogue definition leads to excessive wastage of resources. Too narrow a definition leads to inadequate data or information which leads to ineffective decision. The major objectives of our research were as follows:

I. To judge the product quality of GARNIeR cosmetic.

II. To know whether the customers know about the different brands of available in

market.

III. To identify the relationship between Brand and consumer.

8.2 Factor Ranking Method: Under this method respondents were asked to assign the rank to the factors. The preference is taken as total score assigned to a factor. The factor scoring the least value is the most important rank & was determined with ascending order.


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8.3 Analysis of Consumer’s Questionnaires:

Table No. 1 : Product Quality of GARNIeR Characteristic of Respondents (40 Person sample)

Characteristics

Sub Categories

Number

Percentage

Age

Below 15 Y 5 12.5%

15- 30 Y 23 57.5%

30- 45 Y 8 20%

45 + Y 4 10%

Total 40 100%

Gender

Male

11

27.5%

Female

29

72.5%

Total

40

100%

Occupation

Housewife 18 45%

Govt.service 2 5%

Professionals 14 35%

Others 6 15%

Total 40 100%

Education

Primary School

0

0%

High School

2

5%

Post Graduate

24

60%

Graduate

6

15%

Others

8

20%

Total 40 100%


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8.3.1 Analysis of Consumer:

1. From the above chart, we can conclude that approx 57.5% respondent’s fall into the

category of 15-30 Years.

2. Secondly, 72.5% responders are category of female.

3. Third, Occupation 45% responders are housewife.

4. Forth, Education prospective Post Graduate responder are more almost 60%

[According to their age, their preference for buying of cosmetics change]

1. Which particular brands do you prefer?

2. Do you use Garnier cosmetic before?

84 16

93

Yes No

346

From the above chart, we can conclude

that majority of respondents (40%) person

are using garnier cosmetics.

From the above chart, we can find that

majority of the respondents (approx

85%) are using garnier product


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3. Why do you prefer this brand?

4. Do you think Garnier are the trusted brand in Bangladesh?

5. Do you think, you suggest Garnier use to other?

Brand Name

Better quality

Make you look more handsome

Its contain natural

ingredient

1021 6

3

0 1 223

14

05 24

11

We can see that consumers (52.5%) generally select particular brand because of better quality of product. The second reason (25%) is for brand name.

Another reason for selecting the particular brand is that it helps to look more handsome and also for containing natural ingredients

From the above chart, we can conclude that 57.5% respondents agree use Garnier and they believe it’s just not a brand it’s a trust brand given to customer.

Strongly agree 35%, Disagree 2.5% and in BD market no on talk about Strongly Disagree

Most of the garnier user first smile and they agree (60%) suggest use to other

(1.20%).Most of customers prefer some particular brand for better quality and brand name


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6. Thinking about your purchasing habits, how much do you usually spend on Garnier each time you buy it?

Garnier cosmetic survey question 7 to 11 using agree or disagree with the statement using a ‘4 point of scale’ ,where “4” indicates your strong agreement and “1” indicates your strong disagreement with each statement. 1. UNSATISFIED 2. FAIRLY UNSATISFIED 3. FAIRLY SATISFIED 4. SATISFIED

Which scale (chart) show customer responded colours are different:-

7. What are the Reasons of using Cosmetics?

TK 200 –TK 350

TK 350-TK 500

Above

7

1419

4. SATISFIED

3. FAIRLY SATISFIED

2. FAIRLY UNSATISFIED

1. UNSATISFIED

To show oneself modern

Fashion/Trend Good looking

1 0 01 0 0

7

19

4

3121

36

From the above chart, we can find that TK 200 – TK 350 (17.5%), TK 350- TK

500 (35%), Above (47.5%)

usually spend on Garnier each time when they are buy but surprisingly not on invest Less than 180TK when they

buy any kind of cosmetic product.


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First, approx 2.5% UNSATISFIED 2.5% FAIRLY UNSATISFIED 17.5% FAIRLY SATISFIED and 77.5% SATISFIED of use cosmetic because they believe to show oneself modern.

Secondly, approx 52.5% using Cosmetics because of Trend.

From the above chart, we can say that majority of the people SATISFIED (approx 90%) because cosmetic user are more good looking and feel energetic.

8. What Factors influenced on Choice of Brand of Cosmetics.

9. Which are the first factors when you decide to purchase cosmetic products?

7

16

2

30

106 3

78 613

1

15 12

22

2

Brand Name

Quality Price

1 1

25

2 2

10

22

15

2

15

22

3

Approx 55% customers come to know about the product by Friends suggest. Secondly, 37.5% customers get information about particular product from Advertisements. Shop displays also play an important role in making consumer aware. of that product But most important thing when consumer buy cosmetic this time they didn’t interest to collect information to the shopkeeper.

We can see that consumers SATISFIED (55%) respondents generally select particular brand because of better quality of product. The second reason FAIRLY SATISFIED (55%) is for brand name. On the other sides most of the customer not much focus on price as a result when they decide to purchase cosmetic products on price basis UNSATISFIED (62.5%) and FAIRLY UNSATISFIED (25%). Most of the consumer wants better quality that’s why she/he select brand cosmetic.


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10. What are the attractive parts of Garnier, when you buy?

11. What are some reasons that you would purchase specific cosmetic products?

1. The ingredients are known to do certain things (reduce wrinkles, redness, etc) From the above chart, we can find that (5%) UNSATISFIED, FAIRLY UNSATISFIED (20%), FAIRLY SATISFIED (35%), SATISFIED (40%).

2. Promises the package makes (ex: some proceeds go to charity, makes skin 10x brighter, reduces wrinkles) we can find that (42.5%) UNSATISFIED, FAIRLY UNSATISFIED (32.5%), FAIRLY SATISFIED (15%), SATISFIED (10%).

3. Fonts on the packaging we can find that (47.5%) UNSATISFIED, FAIRLY UNSATISFIED (22.5%), FAIRLY SATISFIED (12.5%), SATISFIED (7.5%).

Quality ensure

Packaging Word of mouth

Promotion

0

30

18 15

04

1265 2 4 7

35

6

High price, which could mean high quality

If the package is made of glass (indicating high quality)

Fonts on the packaging

Promises the package makes (ex: some proceeds go to charity, makes skin 10x brighter, reduces wrinkles)

The ingredients are known to do certain things (reduce wrinkles, redness, etc).

2

14

19

17

2

3

10

9

13

8

20

11

5

6

14

15

5

3

4

16

Most of the Garnier user says quality ensure SATISFIED (87.5%) are the first priority of this product. From the above chart, we can conclude that (5%) FAIRLY SATISFIED about packaging on the other hand word of mouth and promotion are not important when they buy Garnier because they trust this brand already and they full satisfy.


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4. If the package is made of glass (indicating high quality) we can find that (35%) UNSATISFIED, FAIRLY UNSATISFIED (25%), FAIRLY SATISFIED (27.5%), SATISFIED (12.5%).

5. High price, which could mean high quality we can find that (5%) UNSATISFIED, FAIRLY UNSATISFIED (7.5%), FAIRLY SATISFIED (50%), SATISFIED (37.5%).

From the above chart, we can conclude that when we talk about to consumer some reasons that you would purchase specific cosmetic products this time SATISFIED (40%) ingredients are known to do certain things (reduce wrinkles, redness, etc) that’s why they buy. On the othe hand most of the customer are not interest about Promises the package makes (ex: some proceeds go to charity, makes skin 10x brighter, reduces wrinkles). But most of the customer believes High price, which could mean high quality.

12. Have you experienced any problem while using Garnier Cosmetic?

Major complaints are found is Garnier cosmetic in Bangladesh they have no any official facility like which skin, which types of product are use. In this situation some time customer buy product are not sweatable for skin as a result harmful for skins in a long time.

::: 9.0 Analysis of the over customer respondents:

9.1 Age vs Brand: From the Above Chart, We Can Conclude That Garnier (40%) Is More Preferred by the Group whose age 15 -30 years. On the other sites More than use Ponds (10%) and (7.5) use other is least preferred by the all type of age.

9.2 Satisfaction: From the above chart, we can conclude that most of the customers are satisfied with their brands.

9.3 Reason vs Brand: From the above chart, we can conclude that customers using their brands because brand try to provide better quality, few times brand name also attracts the consumers, some may use one particular brand because they want to look more handsome.

9.4 Factors influenced on Choice of Brand and reasons that would be purchase specific cosmetic products: From the above information, we can conclude that customers come to know about the product by Friends suggest that the main part choice of brand.

Second customer buy purchase specific cosmetic products because of High price, which could mean high quality and customer directly believes only brand can ensure that’s kind of quality product but customer first priority quality.


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::: 10.0 Findings:

About (85%) use Garnier cosmetic in Bangladesh Dhaka city.

About agree (57.5%) and strongly agree (35%) of the people use Garnier because this people believes Garnier are already built their trust brand in Bangladesh.

People pay more importance to the overall quality of cosmetics.

People are looking for the brand cosmetics providing better quality.

Friend suggests and Advertisements are the major source of information for the potential customers.

Potential customers will not compromise with the quality.

Most of the people are satisfied with their cosmetics.

::: 11.0 Conclusion: Based on the research, it is concluded that there are many factors which may be considered as very important for respondents when purchasing cosmetics. Although quality product is important for any organization and customer because it gives surety that products will have a strong bond in the minds of consumers and this will discourage them from switching to another brands, the research here indicated that it was not easy to obtain and sustain consumer loyalty. The survey provided results that showed a vast majority of cosmetic consumers were able to positively identify a product’s quality, price and consequently their brand. One participant commented that while “price is not necessarily an issue [when purchasing a product], and Trust is more of an afterthought that helps me ensure that I bought value.”

From that we reached on the following conclusion. �

Future industry of cosmetics has shining when they focus on customer loyalty/trust. �

It has so many dimensions of growth. �

Especially, branded sector has prospective market if they can provide better quality.


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::: References: Khraim, Hamza Salim. (February 9, 2011). The Influence of Brand Loyalty on Cosmetics

Buying Behavior of Female Consumers. Retrieved from http://www.ccsenet.org/journal/index.

Lamb, Charles; Hair, Joe; McDaniel, Carl, (Jan. 1, 2011). Essentials of

Marketing.Retrieved from Google Books.

Rufus, Anneli. (September 10, 2010) The Cosmetics Racket: Why the Beauty Industry Can Get Away With Charging a Fortune for Makeup. Retrieved from: alternet.org.

Guthrie, M., Kim, H.-S. & Jung, J. (2008). The Effects of Facial Image and Cosmetic

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http://www.easybazar24.com/english/daliy-bazar/personal-care/cosmetics-beauty.html

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http://www.cosmeticsdesign-asia.com/Business-Financial/Indian-beauty-brand-expands-into-lucrative-South-Asian-markets?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright


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Survey Paper Age: Below 15 Y 15- 30 Y 30- 45 Y 45 + Y Gender: Male Female Occupation: Housewife Govt.service Professionals Others Education: High School Post Graduate Graduate Others Consumer Buying Behaviour Of “Products Quality” (Garnier). We have study on the product quality of Garnier in Bangladesh. We want to assess the credibility what are the factor affecting consumer when they are buy cosmetic product. Your response and co-operation will enable us to identify the major what factor behind satisfaction level in Garnier when they are use to buy.

You can refuse any answer of the question.

1. Which particular brands do you prefer? L’Oreal Ponds Garnier Fair & Lovely Other 2. Do you use Garnier cosmetic before? Yes No 3. Why do you prefer this brand? Brand Name Better quality Make you look more handsome Its contain natural ingredient 4. Do you think Garnier are the trusted brand in Bangladesh? Strongly Disagree Disagree Indifferent Agree Strongly Agree 5. Do you think, you suggest Garnier use to other? Strongly Disagree Disagree Indifferent Agree Strongly Agree 6. Thinking about your purchasing habits, how much do you usually spend on Garnier each time you buy it? Less than 180TK TK 200 – TK 350 TK 350- TK 500 Above


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[Please indicate the extent to which you agree or disagree with the statement using a ‘4 point of scale’ ,where “4” indicates your strong agreement and “1” indicates your strong disagreement with each statement. 1. UNSATISFIED 2. FAIRLY UNSATISFIED 3. FAIRLY SATISFIED 4. SATISFIED]

7. What are the Reasons of using Cosmetics?

� To show oneself modern 1 2 3 4 � Fashion/Trend 1 2 3 4 � Good looking 1 2 3 4 8. What Factors influenced on Choice of Brand of Cosmetics. � Advertisement 1 2 3 4 � Shop Display 1 2 3 4 � Friends 1 2 3 4 � Shopkeeper Suggestion 1 2 3 4 9. Which are the first factors when you decide to purchase cosmetic products? � Brand Name 1 2 3 4 � Quality 1 2 3 4 � Price 1 2 3 4 10. What are the attractive parts of Garnier, when you buy?

� Quality ensure 1 2 3 4 � Packaging 1 2 3 4 � Word of mouth 1 2 3 4 � Promotion 1 2 3 4 11. What are some reasons that you would purchase specific cosmetic products? � High price, which could mean high quality 1 2 3 4 � If the package is made of glass (indicating high quality) 1 2 3 4 � Fonts on the packaging 1 2 3 4 � Promises the package makes (ex: some proceeds go to charity, makes skin 10x brighter, reduces wrinkles)

1 2 3 4

� The ingredients are known to do certain things (reduce wrinkles, redness, etc).

1 2 3 4

12. Have you experienced any problem while using Garnier Cosmetic?

Documents

Consumer Buying Behaviour of “Product Quality” (Garnier Cosmetic)