(Sms)

A SURVEY REPORTOf

A STUDY OF THE BRAND CHOICE OF THE FEMALE CONSUMER TOWARDS THE PURCHASE OF THE COSMETICS

PRODUCTS IN VARANASI CITY

SUBMITTED FOR THE PARTIAL FULFILLMENTOFBACHELOR OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT SCIENCESVARANASI

BATCH: 2011-14

UNDER THE GUIDANCE OF SUBMITTED BYDr. RAJ KUMAR SINGH SAQUIB NAUSHADASSOCIATE PROFESSOR BBA-VI /B /120

DECLARATION

I here by declare that this survey titled as,“A STUDY OF THE BRAND CHOICE OF THE FEMALE CONSUMER TOWARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN VARANASI CITY” is my original work under the guidance of Dr. RAJKUMAR SINGH (ASSOCIATE PROFESSOR) towards partial fulfilment of the requirements for the BBA course School of Management Sciences, Varanasi. I have utilized the requisite concepts and applied the required methodologies to analyze the primary data collected to reach the conclusion present in the report.

This is my original work and the same has not been copied or submitted by me to any other institution/ university, for the award of any degree/diploma etc.

SAQUIB NAUSHAD BBA / VI / B ROLL NO- 120

ACKNOWLEDGEMENT

Research work is a combined effort, so one should thank all that have helped in making the report purposeful. Hence I take this opportunity to thank all that have been instrumental in helping me to prepare this report.

It is great honour to be assigned this topic. I am immensely grateful to Dr. RAJKUMAR SINGH (ASSOCIATE PROFESSOR) for his continuous support and guidance while pursuing the project and for taking pains to give his valuable inputs to structure the report. Without his help and valuable inputs and guidelines, theCompletion of this project would not have been possible.

I am immensely grateful to PROFESSOR. P.N JHA (Director – SMS Varanasi) for providing me this opportunity to prove my skills and shoulder the responsibilities through this survey report.

I also want to thank Dr.ATISH KHADSE (Coordinator, BBA) for providing me this opportunity.

I also want to thank all teachers, the staff member and library members for their valuable advice and guidance which helped me to make this report purposeful.

I specially wish to thank all other people directly or indirectly related with my research and my friend as without their valuable support this report would not have been possible.

SAQUIB NAUSHAD BBA /VI/ B ROLL NO - 120

PREFACE

It is a great honour to work on a project assigned to me and to prepare a report on that.This project gives information about the A STUDY OF THE BRAND CHOICE OF THE FEMALE CONSUMER TOWARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN VARANASI CITY.

The topic assigned to me was a very challenging one and I had to work really hard to collect the relevant data. After analyzing those data I have reached a conclusion which has been clearly stated in the report.

It was not an easy job to work on this project and was possible only with the great help and guidance of my mentor DR. RAJ KUMAR SINGH (ASSOCIATE PROFESSOR) who guided me to the right path in each and every problem that I was confronted with.

Place – Varanasi SAQUIB NAUSHAD BBA / VI / B

Date –1/07/2014 ROLL NO - 120

CONTENTS

CONTENTS PAGE NO.

STUDENT DECLARATIONSACKNOWLEDGEMENTPREFACETABLE OF CONTENTS

1. INTRODUCTION 6 - 92. LITERATURE REVIEW 10 3. RESEARCH OBJECTIVE 11

4. RESEARCH METHODOLOGY & DATA COLLECTION SOURCES 12 5. DATA ANALYSIS & INTERPRETATION 13 - 316. FINDINGS AND SUGESSTIONS 32 7. LIMITATIONS 33 8. CONCLUSIONS 34 9. ANNEXURE

a) QUESTIONNAIRE 35 - 38b) BIBLIOGRAPHY 39

INTRODUCTION

Markets has become significant as consumers are increasingly becoming aware of appearance, beauty, grooming and the choice of personal care products. Understanding this sector should be of valuable use to marketers in identifying marketing opportunities to ensure greater efficiency in the use of resources and other efforts, which are directly related to consumer purchasing behaviour such as market segmentation, consumer targeting, product features, promotional and selling efforts. This paper provides an overview of the cosmetics market and its importance and examines the influence of various parameters and brand loyalty on women’s buying behaviour concerning cosmetics. This study will provide useful information to the business sector as well as dealers in retailing sectors.

Since 1991, when economic liberalization took place, many Indian women have been crowned at international beauty pageants and this has corresponded with an increase on focus on the cosmetics industry. Subsequently, there has been a change in consumption of cosmetics and so the sector has been growing. The Indian cosmetics industry has experienced rapid growth in the last couple of years, growing at around 7.5% between 2006 and 2008. While this is due to the improving purchasing power and increasing fashion consciousnesthe industry is expected to have maintained growth momentum during the period 2009-2012 and beyond. In this sector, both electronic as well as print media are playing an important role in spreading awareness about the various products available and in developing fashion consciousness among the Indian consumers.

According to Indian Cosmetic Sector Analysis (2009-2012) (Research and Markets, 2012), the Indian cosmetics industry is expected to witness fast growth rates in the coming years on the back of an increase in the consumption of beauty products. Owing to growing disposable income of the middle class households and changing lifestyle, it is expected that the cosmetics industry will grow at a cumulative annual growth rate (CAGR) of around 17% during 2010-2013. Working women with high disposable income spend more on cosmetics and beauty products and, particularly, international brands, which are the most popular in the market. According to Retail International, retail accommodation for beauty product retailers has grown 30% in the last three years to account for 25-30% of all retail space in the market. Major brands are very active and more of the key suppliers are expected to follow such branded cosmetics. The market's growth is also attributed to the region's demographics, with a

population of young, fashionable trendsetters with high disposable income (IBEF, 2013). Owing to the lack of local cosmetics manufacturers, most companies tend to sell as wide a range of cosmetics products as they can.

The Indian Cosmetics Industry is defined as skin care, hair care, colour cosmetics, fragrances and oral care segments which stood at an estimated $2.5 billion in 2008 and is expected to grow at 7%, according to an analysis of the sector. Today, the herbal cosmetics industry is driving growth in the beauty business in India and is expected to grow at a rate of 7% as more people switch to organic products and not chemical ones.

The industry is expected to have maintained growth momentum during the period 2009-2012 and beyond. In this sector, both electronic as well as print media are playing an important role in spreading awareness about the various products available and in developing fashion consciousness among the Indian consumers.

According to Indian Cosmetic Sector Analysis (2009-2012) (Research and Markets, 2012), the Indian cosmetics industry is expected to witness fast growth rates in the coming years on the back of an increase in the consumption of beauty products. Owing to growing disposable income of the middle class households and changing lifestyle, it is expected that the cosmetics industry will grow at a cumulative annual growth rate (CAGR) of around 17% during 2010-2013. Working women with high disposable income spend more on cosmetics and beauty products and, particularly, international brands, which are the most popular in the market. According to Retail International, retail accommodation for beauty product retailers has grown 30% in the last three years to account for 25-30% of all retail space in the market. Major brands are very active and more of the key suppliers are expected to follow such branded cosmetics. The market's growth is also attributed to the region's demographics, with a population of young, fashionable trendsetters with high disposable income (IBEF, 2013). Owing to the lack of local cosmetics manufacturers, most companies tend to sell as wide a range of cosmetics products as they can.

The Indian Cosmetics Industry is defined as skin care, hair care, colour cosmetics, fragrances and oral care segments which stood at an estimated $2.5 billion in 2008 and is expected to grow at 7%, according to an analysis of the sector. Today, the herbal cosmetics industry is driving growth in the beauty business in India and is expected to grow at a rate of 7% as more people switch to organic products and not chemical ones.

1. Information Search

After the consumer has recognized the need, she will try to find the means to solve that need. First, she will recall how she has solved such a problem in the past, if relevant, which is called nominal decision making. Secondly, the consumer will try to solve the problem by asking a friend or going to the market to seek advice concerning which product will best serve the need and this is called limited decision making. Here, consumers actively or passively involve themselves in locating appropriate information as per their needs for cosmetics products. Consumers search for information such as product range availability, price, product suitability and use and the nature of the products. Opinions of family, friends, doctors and beauticians, as well as reference to company websites and advertisements are major information sources as regards to cosmetics. 2. Evaluation of alternatives

Consumers evaluate alternatives according to various criteria such as features, characteristics and benefits that a consumer desires in solving the specified problem. The consumer will decide which product to buy from a set of alternative products depending on the unique features, if any, that the product offers. Here consumers evaluate the different alternatives in cosmetics products as per their needs on the basis of price, quality, brand image, ingredients, suitability, availability and other relevant features.

3. Purchase Action

This stage involves the selection of a brand and the retail outlet at which to purchase the desired product. After selecting where to buy and what to buy, the consumer completes the final step of transaction with either cash or credit. After evaluation among the different cosmetics brand available in the market now, consumers finally buy the products desired as per needs. Here consumers evaluate the purchase decision considering various risks like functional risks, physical risks, financial risks and psychological risks. 4. Post-purchase Actions In the event of favourable post-purchase evaluation, the customer will be satisfied with the process. However, if the product’s perceived performance level is below expectation, then this will in due course lead to dissatisfaction. Consumers, if satisfied, are then likely to use the same cosmetics brand in future, which is what gives rise eventually to brand loyalty. If particular products do not perform as per their expectations, then consumers are likely to switch to another

brand if one is available and it is perceived to exceed the performance of the current product. This is the model of consumer buying behaviour that will be investigated in this paper.

LITERATURE REVIEW

Aaker & Keller (1990) argued that loyalty is closely associated with various factors, one of the main ones being the experience of use. Customers may be loyal owing to high switching barriers related to technical, economical or psychological factors, which make it costly or difficult for the customer to change. From another point of view, customers may also be loyal because they are satisfied with the brand and thus want to continue the relationship (Fornell, 1992). Keller (2003) argued that famous brand names can disseminate product benefits and lead to higher recall of advertised benefits than non-famous brand names. There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names for satisficing purposes. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat purchasing behaviour and reduce price related switching behaviours (Cadogan & Foster, 2000). Kohli & Thakor (1997) argued that a brand name involves the creation of an image or the development of a brand identity and is an expensive and time consuming process. The development of a brand name is an essential part of the process since the name is the basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the product and influences repeat purchasing behaviour. Consumers tend to perceive the products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product and, indeed, any negative associations that might exist.

Duff (2007) investigated the niche market in women’s cosmetics and observed that cosmetics buyers were becoming more fashion conscious and were demanding products with more attractive design; furthermore, consumers have a tendency to use different makeup designs for different occasions. It is further argued that design or visual appearance is the important part of the product, which includes line, shape and details affecting consumer perception towards a brand. Sproles & Kendall (1986) defined fashion consciousness as an awareness of new designs, changing fashions and attractive styling, as well as the desire to buy something exciting and trendy. They also observed that brands that supply stylish packages of features can attract loyal consumers who are fashion conscious. Fashion leaders or followers usually purchase or continue repeatedly to purchase their products in stores that are highly fashionable. They gain satisfaction from using the latest brands and designs which also satisfies the consumer’s ego.

Guthrie, Kim & Jung (2008) examined women's perceptions of brand

personality in relation to women's facial image and cosmetic usage. This study sought to develop a better understanding of how various factors influence perceptions of cosmetic brands in the USA. The survey included items measuring facial image, cosmetic usage, brand personality and brand attitude. The findings showed that an effective brand personality was important across all three brands, although consumer perceptions pertaining to the remaining brand personality traits differed. The study found that consumers' facial image influenced the total quantity of cosmetics used. Results also indicated that a relationship existed between facial image and brand perceptions. Khraim (2011) argued that product quality plays a significant role in influencing consumers to be brand loyal customers. Additionally, the overall findings of the study showed that, amongst others, UAE consumers preferred brand name, product quality, price, promotion, store environment and service quality as relevant factors attributable to brand loyalty. All these factors showed positive relationships with brand loyalty, except design, which had no relationship. Undeniably, the cosmetics industry is one area which offers vast potential in the consumer market where there is an increase in social activities. More reliable and positive findings on this topic would have an impact on consumers, marketers and policy-makers. Marketers should find it useful to understand how loyalty factors can affect consumer-buying behaviour in the marketplace, which can help in segmenting consumers and markets for their brands and marketing communication.

By examining how cosmetic usage determines brand perceptions, companies can improve their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers, companies can pinpoint the characteristics customers look for in a product, which in turn can be used to enhance brand image. Cadogan & Foster (2000) argued that price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favoured brand, so their purchase intention is not easily affected by price. In addition, customers have a strong belief in the price andvalue of their favorite brands, so much so that they would compare and evaluate prices with alternative brands (Keller, 2003).

Consumer satisfaction can also be built by comparing price with perceived costs and values. If the perceived values of the product are greater than cost, it is observed that consumers will purchase that product. Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they prefer to pay a higher price to avoid the risk of any change (Yoon & Kim, 2000).

RESEARCH OBJECTIVE

• To study the impact of buying behaviour of female consumer segment towards purchase of cosmetics product

• Impact of Marketing Mix on the consumer buying behaviour towards the cosmetics product.

• To study factors related with the decision making process affecting the consumer buying behavior with respect to cosmetics product

RESEARCH METHODOLOGY AND DATA COLLECTION SOURCES

The reason to choose this study is that to know the impact of cosmetics product on female consumer in Varanasi and near by areas.

For this research we make use of explanatory and exploratory and descriptive study. The research has been done through structured questionnaire keeping in mind the objective of the study and secondary data analysis.

Types / source of data collected

Basically two types / source of data collected from this survey

1. Primary data

The primarily sources are interviews and filling questionnaire for which samples of 70 respondents were selected for this study.

Basically this data has collect from filling questionnaire which has filled by some student of SMS College , some is filled by various college & school student and some is filled by young girl &women

2. Secondary Data The secondary sources are from books, journals and website

Sample Typeconvenient sampling method

Sample universe Varanasi

Sample SizeThe Size of the sample taken in this study is70.

Period of StudyThe study was done during May 2014 to June 2014 .

Area of the studyVaranasi

Data Usage:

For analysis and interpretation, only primary data is used. However for conclusion and recommendations both primary and the secondary data along with the verbal knowledge and information

DATA ANALYSIS & INTERPRETATION

A STUDY OF THE BRAND CHOICE OF THE FEMALE CONSUMER TOWARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN VARANASI CITY.

Age Group of Respondents

Age Group No. of Respondents Percentage

15 - 20 20 2921 -- 25 46 6526 -- 30 3 4

31 and above 1 2

Total 70 100.

ANALYSIS

From the given data it can be interpreted that maximum number of respondent is 65% from the age group of21-25 years and minimum respondent is 2% from the age group of 31and above.

1. DO YOU USE COSMETICS PRODUCTS?

Response No. of respondents Percentage

Yes 70 100No - -

Sometimes - -Can not say - -

Total 70 100

ANALYSISFrom the given data we can analyse that all 70% of female use cosmetics product in varanasi

2. SINCE HOW LONG YOU ARE USING COSMETICS PRODUCTS?


Less than six month 20 28 SIX MONTHS TO A YEAR 15 21

TWO YEAR 20 29 FIVE YEAR 15 22

TOTAL 70 100

ANALYSIS

From the given data we can interpret that 28%respondents use less than six month while 21 % respondents use six month tp a year and 29% respondents use two year and 22% respondents use five year.

3.WHAT KIND OF COSMETICS PRODUCTS DO YOU USE?


FACE WASH 29 42SCURB 15 22KAJAL 20 28

LIPLINNEAR 6 8

TOTAL 70 100

ANALYSIS

From the given data we can interpret that 42% respondent says that they like the face wash due to above all option which includes scrub ,kajal,liplinear, while 8% respondent says that they like only lip[linear due to showing of smart looking, whereas 22% respondent says that they like scrub due to scrubing of the face and 28% respondent says that they like kajal due to good looking of the eye.

4. WHICH COSMETICS PRODUCT IS MOSTLY USED BY YOU?


liplinear 20 29kajal 25 36

lipistics 20 28liploss 5 8

Total 70 100

ANALYSISFrom the given data we can interpret that 29% respondent use liplinear products which are of good quality , while36% respondent use kajal are being goods are of good quality, whereas 28% respondent says that lipistics the product which are being are of a good quality and 8%respondent has use liploss are of good quality.

5. WHICH COSMETICS PRODUCT DO YOU USE MAXIMUM IN QUANTITY & FREQUENCY?

RESPONSE NO OF RESPONDENTS PERCENTAGE

LAKME 20 29REVLON 20 28BLUEHEAVEN 15 22OLAY 5 8MAYBELLINE 4 6LOTUS 6 9

TOTAL 70 100

ANALYSIS

From the given data we can analyse that 29% respondent says that they use lakme and advertisement helps them in making purchase decision , while 28% respondent says that they use Revlon helps them in making purchase decision for buying a product , whereas 22% respondent says that they use blue heaven helps them in making purchase decision buying a product in this regards 6% respondent says that they use .maybelline and 8% respondent says that they use olay and at last 9% use lotus.

6. WHY DO YOU PREFER A SPECIFIC BRAND?


price 20 29packaging 20 29coloured 24 34

frequency 6 8

Total 70 100

ANALYSIS

From the given data we can analyse that for 29% respondent is refer to the price and 29% respondent is refer to the packaging and 34% of the respondent refer to the coloured which is the best and 8% of the respondent refer to the frequency.

7.DO YOU THINK THAT COLOUR OF THE COSMETICS PRODUCT IS IMPORTANT IN PURCHASE OF THE COSMETICS PRODUCT?


Yes 30 42

No 20 29

Sometimes 14 20

Can not say 6 9

Total 70 100

ANALYSIS

From the given data we can interpret that 42%of the respondent think that colour of the cosmetics product is important while 29% is not think that colour of the cosmetics product is important 20% of the respondent think Sometimes and last 9% Can not say.

8. FROM WHERE YOU COLLECT THE INFORMATION OF THE COSMETICS PRODUCT?


T.V 10 15 Through friend 5 8

From other sources 30 42all 25 35

Total 70 100

ANALYSIS

From the given data we can analyse that 35% of the respondent collect information from all the sources and 42% from other sources 8%through friends and 15%is through t.v.

9. IS PACKAGING INFLUENCES IN BUYING A COSMETICS PRODUCT?


Yes 30 42

No 10 14

Sometimes 20 28

Can not say 10 14

Total 70 100.

ANALYSIS

From the given data we can analyse that 28% respondent get influenced sometimes to prefer the cosmetics product while 42% respondent influenced packaging 14% is not interestedand 14% Can not say.

10. FROM WHERE YOU BUY THE COSMETICS PRODUCT?


Near shop 30 42Show room 20 29Online shop 15 22

all 5 7

Total 70 100

ANALYSIS

From the given data we can analyse that 42% respondent buy cosmetics product from near shop and 29% respondent buy cosmetics product from show room and 22% respondent buy cosmetics product from onlineshop7% respondent buy cosmetics product from all the shop.

11. HOW MUCH DO YOU SPEND ON BUYING A COSMETICS PRODUCT?


Upto Rs 200 30 42200- 500 20 29

500- 1000 15 221000 more than 5 7

Total 70 100

ANALYSIS

From the given data we can analyse that 42% respondent spend upto 200 on cosmetics product while 29% respondent spend 200 – 500 on cosmetics product and 22% respondent spend 500-1000 on cosmetics product and 7% respondent spend more than1000 on cosmetics product

12 WHAT KIND OF PRICE RATE OF BRAND OF COSMETICS PRODUCT YOU PREFERED?


Upto Rs 200 30 42200- 500 20 29500- 1000 15 22

1000 more than 5 7

Total 70 100

ANALYSIS

From the given data we can analyse that 42% respondent prefered upto 200 on cosmetics product while 29% respondent prefered 200 – 500 on cosmetics product and 22% respondent prefered 500-1000 on cosmetics product and 7% respondent prefered more than1000 on cosmetics product

13.DO THE PRICE OF COSMETICS PRODUCT INFLUENCES YOU IN BUYING DECISION?


Yes 40 56No 20 28

Sometimes 5 8Can not say 5 8

Total 70 100

ANALYSIS

From the given data We can interpret that 56%of respondents influences by price and 28% of respondents is not influences by price 8% respondents influences sometimes by price and 8% of respondents can not say.

14. .FOR BUYING THE COSMETICS PRODUCT DO THE MODEL/CELEBERITIES EFFECTS YOUR BUYING DECISION?


Yes 20 28No 30 43

Sometimes 15 22Can not say 5 7

Total 70 100

ANALYSIS

From the given data we can analyse that 28% respondents interested in model celebraties and 43%is not interested in model celebrities and 22% interested sometimes7% is not interested at all.

15. BRAND ADVERTISING ON T.V OF WHICH COSMETICS PRODUCT IS MOSTLY LIKED BY YOU?


kajal 29 41liploss 20 28

lipistics 15 22eyelinear 6 9

Total 70 100

ANALYSIS

From the given data we can analyse that 41% of respondents liked kajal and 28% of respondents liked liploss while 22% of respondents liked lipistics 9% of respondents is liked eyelinear.

16. IS ADVERTISING HELPS YOU IN MAKING PURCHASE DECISION FOR BUYING A PRODUCT?


Yes 29 41

No 10 15Sometimes 20 28Can not say 11 16

Total 70 100

Analysis From the given data we can analyse that 41% of respondents know that the

advertising help in Purchasing decision and 15% don’t know while 28% know sometimes and at last 16% cant say.

17. DO YOU REMEMBER THE ADVERTISING WHEN YOU GO TO THE RETAIL SHOP WHILE BUYING THE COSMETICS PRODUCT?


YES 30 42NO 19 27

SOMETIMES 15 22VERY OFTEN 6 9

Total 70 100

ANALYSIS

From the given data we can interpret that 42% of respondents remember advertising while buying the cosmetics product 27% don’t remember and 22% remember sometimes at last 9% remember very often.

FINDINGS

• It has been found that all the female consumer are in using of cosmetics products day by day.

• It has been found that all respondent like to watching advertisement on TV again & again while very few people are cannot say anything in this regard.

• It has been found that maximum respondent like those type of advertisement which are related to the concepts of beauty, the celebreties add which are related to the cosmetics item like facewash, Cream,kajal etc.

• It has been found that maximum respondent very often consider that the products being advertised way on TV are of good quality and very few people cannot say anything in this regard.

• It has been found that maximum respondent think that sometimes the advertisement helps them in making purchase decisions for buying a cosmetics product while very few people says that they cannot say anything in this regard.

• It has been found that maximum respondent are using of kajal of price between 200-500and very few using less than 200-500.

• It has been found that maximum respondent says that they get influenced to collect as much information from TV advertisement as possible before purchasing a cosmetics product whereas very few people cannot says anything in this regard and also says no they never get influenced to collect as much information from TV advertisement as possible before making their purchase decision.

• It has been found that maximum respondent says that sometimes and also they get influenced to make complete evaluation of cosmetics product which has been advertised in the way on TV before buying them and very few people says that they cannot says anything in this regard.

• It has been found that maximum respondent says that they are not influenced by the brand ambassadors of advertisement for buying a cosmetics product and very few people says that they cannot says anything in this regard.

• It has been found that maximum respondent says that advertisement are always not makes good impact on their purchase decision and very few people says that advertisement always makes good impact on their purchase decision.

• It has been found that maximum respondent says that they think the sometimes advertisement fails to communicate its message to influence our purchase decision whereas very few people says that they cannot says anything in this regard.

• It has been found that maximum respondent says that they are not always buy all products shown on advertisement while very few people says that they always buy all cosmetics products shown on advertisement.

• It has been found that maximum respondent says that they are not remember the advertisement when they go to the retail shop to purchase cosmetics product while very few people says that they cannot say it has remember the advertisement or not when they go to the retail shop to purchase that cosmetics product.

• It has been found that maximum respondent says that they get influenced to re-purchase the same cosmetics product on the basis of experience while very few people say that they will re-purchase the same product which they have already purchased on the basis of advertisement.

• It has been found that maximum respondent says that the purchase behaviour after seeing the advertisement always get influenced the purchase behaviour of other consumer who are known to them while very few people says that the purchase behaviour after seeing the advertisement donot affect the purchase behaviour of other consumer who are known to them and also cannot say anything in this regard.

• It has been found that maximum respondent like those type of advertisement which are having excellent packaging of kajal, facewash, liplinear with excellent quality and affordable price which in total influence the purchase decision of consumers. Very few people purchase decision influenced by the kajal of advertisement.

SUGGESTIONS

• The cosmetics advertisement should neither be long nor be too short.

• cosmetics advertisement should be appealing and engaging the customers to involve in the advertisement.

• Attitude toward the cosmetics advertisement can be enhanced with the use of good well known actor or actress.

• Counter arguments may be minimized with the use of good character with appropriate slogan.

• Credibility of the source can be enhanced with cosmetics advertisement in order to influence customer.

LIMITATIONS

. • Most of the respondents don’t know about the cosmetics advertisement concept.

• Some of the respondents don’t have time to fill the questionnaire.

• Respondents of every age group having the same views on the issue.

• Some respondent were not educated enough so faced problem while filling the questionnaire.

• Some respondent are residing in hostel so they are not updated on this topic.

• Only few upper age group respondent have filled the questionnaire.

• Humor appeal was taken in negative manner by some respondents.

CONCLUSIONS

With packaged cosmetics products consumers are likely to undertake the nominal decision making and limited decision making since this type consists of low involvement product. This means these products have little risk in buying. In addition, these types of cosmetics product have significant differences among the brands, each with its own attributes and competitive advantage. Therefore, the consumers of “cosmetics products”

are variety seeking buyers. However, when the product requires low involvement and consumers are committed to a specific brand (brand loyalty); they can become habitual buyers and repurchase with almost automatic decisions.

By analyzing the data collected by the questionnaires, consumers of packaged cosmetics products dominantly woman. These products are also consumed frequently on a weekly basis (question 2). Purchasing low involvement product, Vietnamese consumers rely mostly on commercial information source includes advertisements, websites, packaging and displays. This information is made available for consumers by commercial entity and does not require much effort to obtain. Most Vietnamese consumers in the survey take affective choice and attitude based choice when shopping for packaged cosmetics products. This means that Vietnamese consumers decide to purchase based on consummatory motives that make them “feel good”, their attitudes, impressions and intuitions rather than comparing product’s attribute. To conclude, the impact of humour on consumer’s purchase decision also depends on how involved or attached the consumer is to the product. With new product, cosmetics advertising can draw consumer attention and access consumer’s long term memory. Vietnamese consumers in this study stated that with cosmetics advertising, an aligning campaign and cosmetics product placement, they most likely would be able to recall the cosmetics product. With cosmetics products that are already familiar to consumer, humour has relatively little impact on encouraging repurchases but is appropriate tactic to build brand’s image and gain consumer’s fondness.

The purpose of this study was to study the consumer decision process and its determinants, explore the concept and usage of humour in advertising to find out its impacts on consumer’s purchase decision.

ANEXXURE

QUESTIONNAIRE

A STUDY OF THE BRAND CHOICE OF THE FEMALE CONSUMER TOWARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN VARANASI CITY.

1. Name :

2. Address :

3. Age :

1.DO YOU USE COSMETICS PRODUCTS?

A. YES B . NO C. Very often D. SOMETIMES

2.SINCE HOW LONG YOU ARE USING COSMETICS PRODUCTS?

A. LESS THAN SIX MONTH B. SIX MONTHS TO YEAR C. TWO YEAR D. FIVE YEAR

3.WHAT KIND OF COSMETICS PRODUCTS DO YOU USE?

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------4.WHICH COSMETICS PRODUCT IS MOSTLY USED BY YOU?------------------------------------------------------------------------------------------------------------ --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

5.WHICH COSMETICS PRODUCT DO YOU USE MAXIMUM IN QUANTITY & FREQUENCY?

A.LAKME B.REVLON C.BLUE HEAVEN D.OLAY D.MAYBELLINE E.LOTUS

6.WHY DO YOU PREFER A SPECIFIC BRAND?

A.PRICE B.PACKAGING C.COLOURED E.FREQUENCY

7.DO YOU THINK THAT COLOUR OF THE COSMETICS PRODUCT IS IMPORTANT IN PURCHASE OF THE COSMETICS PRODUCT?

A.YES B.NO C.VERY OFTEN D.SOMETIMES

8.FROM WHERE YOU COLLECT THE INFORMATION OF THE COSMETICS PRODUCT? A.T.V B.THROUGH FRINDS C.FROM OTHER SOURCES D.ALL

9.IS PACKAGING INFLUENCES IN BUYING A COSMETICS PRODUCT?

A.YES B.NO C.SOMETIMES D.CANT SAY

10.FROM WHERE YOU BUY THE COSMETICS PRODUCT? ( Tick all the necessary options)

A.NEAR SHOP B.SHOWROOM C.ONLINE SHOP D.ALL

11.HOW MUCH DO YOU SPEND ON BUYING A COSMETICS PRODUCT?

A.UPTO Rs. 200 B.200 - 500 C.500 – 1000 D.1000 MORE THAN

12.WHAT KIND OF PRICE RATE OF BRAND OF COSMETICS PRODUCT YOU PREFERED?

A.UPTO Rs. 200 B.200 - 500 C.500 – 1000 D.1000 MORE THAN

13.DO THE PRICE OF COSMETICS PRODUCT INFLUENCES YOU IN BUYING DECISION?

A.YES B.NO C.SOMETIMES D.CANT SAY

14.FOR BUYING THE COSMETICS PRODUCT DO THE MODEL/CELEBERITIES EFFECTS YOUR BUYING DECISION?

A.YES B.NO C.SOMETIMES D. VERY OFTEN

15.BRAND ADVERTISING ON T.V OF WHICH COSMETICS PRODUCT IS MOSTLY LIKED BY YOU? ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 16.IS ADVERTISING HELPS YOU IN MAKING PURCHASE DECISION FOR BUYING A PRODUCT?

A.YES B.NO C.SOMETIMES D.VERY OFTEN

17.DO YOU REMEMBER THE ADVERTISING WHEN YOU GO TO THE RETAIL SHOP WHILE BUYING THE COSMETICS PRODUCT?


18.IS DISPLAY ON RETAIL SHOP EFFECTS YOU IN BUYING THE COSMETICS PRODUCT?


19.ARE YOUR BUYING DECISION ON COSMETICS PRODUCT GETINFLUENCED BY THE VARIOUS SELL SCHEMES OF COSMETICS?

A.GIFT B.DISCOUNT C.FREE SCHEMED D.CUSTOMER ROYALTY

20. DO YOU INFLUENCE OTHERS ALSO IN THEIR PURCHASE OFCOSMETIC PRODUCTS?


BIBLIOGRAPHY

• Fugate, D 1998. The advertising of services: what is an appropriate role for hu-mor? Journal of services marketing, Vol 12 No 6.

• Gelb, B. D., & Zinkhan, G. M. (1986). Humor and advertising effectiveness after repeated exposures to a radio commercial. Journal of Advertising, 15, 15-20.

• Gruner, R. 1997. The Game of Humor. New Brunswick, NJ: Transaction Publishers.

• IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 14, Issue 4 (Nov. - Dec. 2013), PP 37-45

• International Journal of Advanced Research in Management and Social Sciences

• Kotler, P., Armstrong, G. 2004. Principles of Marketing. New Jersey: Pearson Education

• Malholtra, N. 1999. Marketing Research: An Applied Orientation. New Jersey: Prentice-Hall.

• Stern, Barbara 1996. Advertising comedy in Electronic Drama: The Construct, Theory and Taxonomy. European Journal of Marketing 30(9): 37-59.

• Weinberger, G., Gulas, C 1992. The Impact of Humor in Advertising: A Review. Journal of Advertising 21 (December): 35-39

WEBSITES :

www.iosrjournals.org

www.garph.co.uk

www.iiste.org

www.ebscosearch.com

www.acrwebsite.org/search/view-confrence-proceedings.aspx

http://www.acrwebsite.org/search/view-confrence-proceedings.aspx

http://www.ebscosearch.com/

http://www.iiste.org/

http://www.garph.co.uk/

http://www.iosrjournals.org/

Documents

(Sms)