Consumer Behavior - Cosmetic - Herbal V/S Synthetic

Multi Attribute Attitude Model on Cosmetic.

Presented ByGroup 1

Aakash Minocha (60)Anna Jain (51)Harshita Jain (30)Heena Vyas (57)Megha Singh (53)Nishant Kumar (22)Nishant Varshney

(13)

Flow of presentation

Objective Introduction to Research Design Research Methodology Limitations Analysis Findings References

Objective

The objective of the study is to determine important factors

contributing/ influencing buying behavior of consumers and

prioritizing them based on extensive research. To compare herbal

cosmetics v/s synthetic cosmetics on various parameters

and find out consumes inclination in them.

Introduction to Research Design

Pilot Survey Sample Size: 62 Questions in Pilot Survey: 22-25 Main Survey Sample Size

▪ Herbal: 60▪ Synthetic: 60

Questions in Survey: 15 each Population type: Females 18- 28 yrs Method of survey: Online & Field Survey

Research Methodology

Multi Attribute Model

Scale used: Strongly Agree:5 /Agree:4/ Neutral:3/ Disagree: 2/Strongly Disagree:1

Questions divided into groups of 4-5 attributes

1.Quality2. Price3. Buying Behavior4. Fragrance5. User Pattern

Limitations

People’s limited Knowledge of herbal cosmetics

Boys couldn’t be surveyed.

Analysis:-

I often buy cosmetic products..SYNTHETIC COSMETIC : 3.97

HERBAL COSMETICS: 3.83

25%

45%

20%

8% 2%STRONGLY AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

23%

53%

20%3%

I often use Cosmetic products..SYNTHETIC COSMETIC: 3.78

HERBAL COSMETIC: 3.95

27%

50%

17%5%2% STRONGLY

AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

23%

42%

25%

10%

User Pattern

I prefer synthetic cosmetic over herbal cosmetic and vice versa..

SYNTHETIC COSMETIC USERS: 2.62

HERBAL COSMETIC USERS: 3.80

32%

38%

18%


7%

22%

23%

42%

7%

I am not afraid of trying new cosmetic products..



10%

23%

30%

27%

10% STRONGLY AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

7%

22%

23%

42%

7%

While buying cosmetic products my focus in on price..



13%

37%28%

12%10%

STRONGLY AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

20%

9%

30%

33%

9%

Quality:

While buying cosmetic products my focus in on QUALITY..



43%

33%

17%7%


68%

28%

3%

I like cosmetics that blend well into my skin..



47%

38%

12% 3% STRONGLY

AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

20%

68%

10% 3%

Buying Behavior:

Advertisements influence my buying behavior of cosmetics..



15%

32%42%


8%

55%

17%

15%5%

If given an offer, I would like to switch over from herbal to synthetic and vice versa..



7%17%

28%30%

18%STRONGLY AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

40%

33%

17%

8% 2%

I generally indulge in impulse buying when I shop for cosmetics..



8%

20%

32%

37%

3%STRONGLY AGREEAGREENEUTRALDISAGREESTRONGLY DISAGREE

12%

37%

22%

17%

13%

Peer group influence my decision of choosing cosmetics I buy..



7%

43%

28%

17%5%


5%

41%

32%

14%7%

Synthetic Cosmetic Users………

Fragrance is an important factor in the cosmetics I use.: 3.88

32%

38%

23%

6%

Question 7


Continued………..

I like to have varied color choices in the cosmetics I use: 3.37

20%

23%

35%

17%5%

Question 10


I refrain myself from using cosmetics with hard chemical composition: 4.08

35%

43%

11%

7% 4%

Question 13


I usually spend more than Rs 500 a month on synthetic cosmetics: 2.83

15%

32%

18%

25%

10%

Strongly DisagreeDisagreeNeutralAgreeStrongly Agree

Herbal Cosmetic Users…………

I am likely to be persuaded to try a new herbal cosmetic product: 3.30

12%

30%

37%

20%2%

Question 3


Continued………….

I read ingredients before buying a herbal cosmetic product: 4.27

48%

35%

12%5%

Question 4


Continued………………….

I like cosmetics that emphasize my feminine characteristics: 3.77

18%

47%

28%

7%

Question 10

STRONGLY AGREE AGREENEUTRAL DISAGREESTRONGLY DISAGREE

Continued……………………

I think herbal cosmetic is the future of cosmetic industry: 3.73

30%

32%

27%

10% 2%

Question 13


Findings of the study..

Synthetic Cosmetic: Mutli Attribute Model

Quality (4.5)

Fragrance (3.9)

Buying Behavior(3.6)

User Pattern(2.9)

Price(2.8)

Herbal Cosmetic: Mutli Attribute Model

Quality(4.08)

User Pattern(3.67)

Price(3.32)

Buying Behavior(3.14)

Conclusion

Herbal cosmetic is the future of cosmetic industry is likely agreeable.

Price doesn’t play a very important role in buying decision.

Quality is the most important attribute influencing consumers.

People using herbal cosmetics are comparatively reluctant to switch over to synthetic cosmetics whereas people using herbal cosmetics are satisfied using the same.

References:

www.search.epnet.comhttp://www.marketreaderpro.

comhttp://www.mind-body.org/he

rbal%20vs%20meds.htm

http://www.search.epnet.com/

http://www.marketreaderpro.com/

http://www.marketreaderpro.com/

http://www.mind-body.org/herbal%20vs%20meds.htm

http://www.mind-body.org/herbal%20vs%20meds.htm

Thank You!

Education

Consumer Behavior - Cosmetic - Herbal V/S Synthetic