CONSUMER BEHAVIOUR REPORTProduct– ‘Maybelline Colossal Kajal’

To – Prof. Shreedhar Kadambi

Submitted by-Renuka Ubale

Roll no - 27AMSM batch

KCCMS

Maybelline Overview• Maybelline Colossal Kajal was launched in the y• The deepest black Kajal, creates bold lines and is smudge free for up to 6

hours.• 6 hours long lasting kajal that does not fade and is smudge proof• Water resistant and deep intense rich colour• Vitamin E that soothes the eyes and prevents irritation• ear 2011 in India. • Initially it was started with a Price of Rs150 but with an increase in

demand the price raised to Rs175 and still it’s liked by all

Research Objectives• To analyze the consumer buying behavior• What factors influence consumers to buy the product• Are buying decisions get influenced by the brand popularity or

brand personality• Weather the consumers are conscious about their eyes getting

harmed by the side effects of Maybelline colossal kajal.• To identify consumer satisfaction on consumption of the

product.• To determine the average level of customer preference

towards Maybelline as compared to other brands in the market.

Market Overview

• Maybelline’s two main competitors in India are : Unilever ( Lakme) and Revlon

• Maybelline is actually number two if modern trade is also taken into account.

• Maybelline is a part of L'Oreal whereas L’Oreal covers 37% of the cosmetic industry in which 9.2% is covered by Maybelline Colossal kajal

CONSUMER PROFILEProfile

• Maybelline are banking on the aspirations of middle-class Indians with products that are international in appeal and reasonable in price.

• Maybelline is is positioned as the leader of mass-market cosmetics at a reasonable price. It is globally branded with the Urban American Chic Image.

• The Maybelline girl is full of fun, very spirited, optimistic, unpredictable, confident. She is 18-35 years old and already so aware. They have their FB, Twitter, BlackBerry Phones and are so connected.

Consumer Profile

• Sample size: 20• Age: 18-35yrs • Occupation: Students & Working professionals • Gender: Only Females• Location: Mumbai (central zone & Kalyan).• Income Group- Middle & Upper Middle class

1 Do you use cosmetics?YesNo(if no terminate the interview)

2 Have you ever tried Maybelline colossal kajal? (If not tried terminate the interview)TriedNot triedSometimes 3 How many times do you use Maybelline colossal kajal per week?Once in a weekTwice in a weekThrice in a weekDaily 4 How did you come to know of brand Maybelline colossal kajal?AdvertisementFriendsPromotion CampaignSelf-experience 5 What are your Expectation from Maybelline colossal kajal?To prevent eye damageContains Vitamin ESmudge FreeAll the above

6 Do you like the color of Maybelline colossal kajal?YesNo 7 Reasons that influenced you to prefer Maybelline colossal kajal over other brands of Kajal?PricePackageQualitySeveral Color Options Past experiencePromotion 8 How satisfied are you with Maybelline colossal kajal to meet your needs that you mentioned above?Highly Satisfied (100%)Satisfied (75%)Neither satisfied nor dissatisfied (50%)Unsatisfied (25%)Very unsatisfied 9 Your Perception about Price level of Maybelline colossal kajal?Very HighValue for moneyAffordable Price 10 Do you think Maybelline colossal kajal easily available in retail outlets?YesNo

1. How many times do you use Maybelline colossal kajal per week?

5%

20%

15%

60%

once in a week Twice in a week Thrice in a week Daily

According to the pie chart shown above 60% of the participantsi.e is 12 in number use Maybelline Colossal daily, 20% i.e 4 in number use Maybelline Colossal Twice a week, again 15% i.e. 3in number use Maybelline Colossal thrice a week & finally only 5 % i.e. 1 participants use Maybelline Colossal once in a week

2.How did you come to know of brand Maybelline colossal kajal?

40%

10%

25%

25%

Advertisement Friends Promotion Campaign Self-experience

According to the pie chart shown above 40% of the participants i.e is 8 in number got to know about Maybelline Colossal via TV ads, 25 % i.e 5 in number via Self experience, again 25 % i.e. 5 in number via Promotion Campaign & finally only 10 % i.e. 2 participants via Friends & Family which includes only sister & mother.

3 What are your Expectation from Maybelline colossal kajal?

40%

10%

25%

25%

To prevent eye damage Contains Vitamin ESmudge Free All the above

This figure shows that 40% i.e. 8 in number of customers expects it will prevent eye damage, 25% i.e. 5 thinks its smudge free, 25 % i.e. 5 thinks it covers all of the above & finally 10% i.e. 2 thinks it contains Vitamin E

4 Do you like the color of Maybelline colossal kajal?

100%

Yes NO

All 20 customers (100%) strongly likes the colour of Maybelline Colossal kajal.

Reasons that influenced you to prefer Maybelline colossal kajal over other brands of Kajal?

25%

20%

35%

5%

15%

Price Package QualitySeveral Color Options Past experience Promotion

On an average: 25% of the customers prefer Maybelline Colossal because of the price factor as they believe it is complete value for money. 20 % give preference because of its classy packaging methods. 35% feels its of best quality for eyes, 15% buys it again because their good experience with the product and 5% thinks it has best colour options

Your Perception about Price level of Maybelline colossal kajal

20%

45%

35%

Very High Value for money Affordable Price

Most of the customers i.e. 9 customers (45%) think that the price of Maybelline Colossal kajal is actually value for money. They think so because Maybelline kajal satisfy their needs and it is worth for them for the price they pay. Therefore customers never hesitate to buy Maybelline kajal again and again. It increases the level of preference and it causes for the increase of sales too. On the contrary 7 customers (35%) think that the price range offered by Maybelline kajal is at an affordable level.

How satisfied are you with Maybelline colossal kajal to meet your needs that you mentioned above?

37%

37%

26%

Highly Satisfied (100%) Satisfied (75%) Neither satisfied nor dissatisfied (50%)

Unsatisfied (25%)

This figure shows that customers are satisfied with Maybelline Kajal to meet their needs. 37% say that they are very satisfied and majority (37%) say that they are satisfied. In the same manner there are 5 customers (26%) who are neither satisfied nor unsatisfied.

CONCLUSION

• The most significant variable that affects the level of preference for ‘Maybelline Colossal Kajal’ is Price.

• The users of Maybelline is Increasing.• Another factor is that the customer’s is very

much satisfied with the product meeting their needs.

• It is seen that advertising plays a vital role in terms of awareness building for the brand therefore ‘Maybelline Colossal Kajal’ should continue maximizing the efforts in advertising to match up their standards in the market.

• ‘Maybelline Colossal Kajal’ can survive if they come up with new varieties & shift focus towards the male audience as well & keep up with the competitive pricing strategy.

THANK YOU