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ISSN: 2249-7196
IJMRR/April 2015/ Volume 5/Issue 4/Article No-2/246-250
Kajapriya R et. al. / International Journal of Management Research & Review
AN ANALYSIS ON INSIGHT OF WOMEN CONSUMER’S TOWARDS COSMETIC
PRODUCTS
Kajapriya R*1, Surya R1
1
M. Phil Research Scholar, Dept. of Management Studies, V.H.N.S.N College
(Autonomous), Virudhunagar, Tamil Nadu, India.
ABSTRACT
In nature, sizeable population of women’s who always concern about their magnificence. Due
to this foremost reason our Indian cosmetic Industry has observed a hasty escalation over the
last two decades. There are several other motives for the amplified demand for cosmetic
products between the women consumers. Hence cosmetic manufacturers are intended to
know about women consumer’s insight on cosmetic products. This study is attempted to
reveal the women consumers preference, satisfaction and Attitude towards the cosmetic
products, Factors influencing and Impact of media which permit the women consumers to
buy the cosmetic products. An Interview schedule was framed and collected responses from
120 female consumers of Aruppukottai Town by using convenience sampling method. The
data has been analyzed by using Percentage analysis, Chi-square, One Sample T Test and
Garrett Ranking.
Keywords: Women Consumers, Insight, Demand, Cosmetics and Manufacturers.
1. INTRODUCTION
The personal care ingredients market in India is presently esteemed at about $520 million.
Products ranging from hair care, skin care & bath products, cosmetics and fragrances from
the personal care product market. In India, this industry has developed progressively with the
rising practice of specialty ingredients for formulations used in personal care products. In the
past few years, this market has seen trends such as – 1) Evolving consumer needs that have
led to product differentiation, 2) Increased penetration in urban and rural markets, 3)
Innovations driven by market needs, 4) Regulatory regimes driving investments in R&D and
5) Increased consolidation and tie-ups (Personal Care India Expo, UBM India, 2015). The
Indian cosmetics market registered impressive sales worth INR 264.1 Billion in 2011, and
with rising purchasing power and growing fashion consciousness, the industry is estimated to
expand at a CAGR of around 17% during 2013-2015. In addition to this, we found that
women are spending more on cosmetics as they are actively earning and spending money on
grooming themselves. Besides, rural India is also showing its willingness to look attractive
(Indian Cosmetic Sector Forecast to 2015, RNCOS).
2. LITERATURE REVIEW
A1–Ashban and Burney (2001) found that cosmetics buying behavior literature in
developing countries in general is inadequate and ambiguous. As it is known from Theory of
Reasoned Action of planned Behavior, attitudes have considerable impact on behavior.
*Corresponding Author
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Kajapriya R et. al. / International Journal of Management Research & Review
Schiffman and Kanuk (2004) revealed four different views are considered for understanding
consumer decision making process and behavior. They are ‘economic view’, ‘passive view’,
‘emotional view’ and ‘cognitive view’. Despite the various studies on these four types of
decision making but it can be considered as a valid argument that these four behaviors exist
while making the buying decision and provide the guideline for the analysis of consumers
accordingly by the marketers.
Lars Perner (2010) defines consumer attitude simply as a composite of a consumer’s beliefs,
feelings and behavioral intentions toward some object within the context of marketing.
Shahzad Khan (2012) explained that attitude is the conduct, nature, temperament , thought
and way of behaving. It can be positive or negative and perform a very essential function in
purchasing a product.
Debiprasad Mukherjee (2012) conducted a study entitled ‘Impact of celebrity endorsement
on brand image’. This study shows that consumers report higher self-brand connection for
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 brand match.
3. OBJECTIVES OF THE STUDY
1. To analyze the women consumers preference towards cosmetic products.
2. To identify the factors that influence women consumers to buy cosmetic products
3. To examine the impact of different advertising medium on women consumers.
4. To obtain the satisfaction level of women consumers towards their cosmetic products.
5. To investigate the women consumers insight on cosmetic products.
4. HYPOTHESIS
H1: There is no significant association between the respondent’s age and preference of
cosmetics.
H2: Consumer’s levels of satisfaction towards the cosmetics they using are not vary from one
another.
H3: There is no significant difference in the ranks provided by respondents to the Statement
related to cosmetic products
5. RESEARCH METHODOLOGY
Sources of Data: The study is taken by using both primary and secondary data. The primary
data has been collected by using an interview schedule and the secondary data has been
collected from magazines, journals and Internet.
Sampling Method: A total of 120 respondents from Aruppukottai town were chosen.
Convenience Sampling Technique has been adapted for primary data collection.
Area of the Study: The study area is restricted to Aruppukottai Town, Virudhunagar
District, Tamil Nadu; this town is always prominent for producing yarn.
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Kajapriya R et. al. / International Journal of Management Research & Review
Tools for Analysis: The collected primary data has been sorted carefully by using tables for
perfect representation. For the purpose of analysis, the following statistical tools have been
used; Percentage analysis, Chi-square test, One Sample T Test and Garrett Ranking.
6. ANALYSIS AND INTERPRETATION
Table 1: Demographic Profile of the Female Respondents
S. No
Women Consumer’s Demographic Variables
< 18
19-29
1
Age
30-45
> 46
No Formal Education
School Level / Diploma
2
Educational Status
Under Graduate
Post Graduate
Student
Business
3
Occupation Status
Employee
Housewife
Source: Primary Data
No. of Responses (%)
29
24%
48
40%
34
28%
9
8%
8
7%
27
23%
58
48%
27
22%
41
34%
12
10%
32
27%
35
29%
Table 2: Tabulation of Women Consumer’s Responses
Women Consumers Preference towards Cosmetic Products
Preference towards Cosmetic Products
No. of Responses (%)
Chemical
28
23%
Ayurvedic
29
24%
Both
63
53%
Factors That Influence Women Consumers To Buy Cosmetic Products
S. No
Influencing Factors
No. of Responses (%)
1
Quality
42
35%
2
Brand Reputation
10
8%
3
Skin concern
48
41%
4
Friends/Family
9
7%
5
Status Symbol
11
9%
Impact of different advertising medium on women consumers
S. No
Advertising Medium
No. of Responses (%)
1
Television/Radio
83
69%
2
Newspaper/Magazine
18
15%
3
Internet
19
16%
Satisfaction Levels of Women Consumers towards their Cosmetic Products
S. No
Levels of Satisfaction
No. of Responses (%)
1
Very High
34
28%
2
High
26
22%
3
Moderate
21
18%
4
Low
23
19%
5
Very Low
16
13%
Women Consumers Insight on Cosmetic Products
No. of Responses (%)
S. No
Statements
Ranks
1
2
3
4
1
I prefer purchasing well known brands of cosmetics
33
29
18
24
2
Higher the price of a cosmetic, the better its quality
26
31
12
33
3
Once I like a brand, I stick with it
52
34
12
18
4
Highly cautious towards using new brands
38
27
15
24
5
Most advertised cosmetics brands are good choice
22
19
26
31
Source: Primary Data
S. No
1
2
3
Copyright © 2012 Published by IJMRR. All rights reserved
5
16
18
4
16
22
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Kajapriya R et. al. / International Journal of Management Research & Review
Table 3: Chi-Square Tests
Value
df
Asymp. Sig. (2-sided)
a
Pearson Chi-Square
8.372
6
.212
Likelihood Ratio
7.974
6
.240
Linear-by-Linear Association
.001
1
.971
N of Valid Cases
120
a. 3 cells (25.0%) have expected count less than 5. The minimum expected count is 2.10.
Source: Computed Data
The above table shows the p value (0.212) which is greater than the assumed value of 0.05
(Level of Significance). Hence H1 is accepted. Therefore, there is no significant association
between the respondent’s age and preference of cosmetics.
Table 4: One Sample T Test
Test Value = 0
t
Level of Satisfaction towards
their Cosmetic Products
25.846
df
119
Sig. (2-tailed)
.000
Mean
Difference
95% Confidence Interval
of the Difference
3.32500
Lower
Upper
3.0703
3.5797
Source: Computed Data
The above table shows the p value (0.000) which is lesser than the assumed value of 0.05
(Level of Significance). Hence H2 is rejected. Therefore, Consumer’s levels of satisfaction
towards the cosmetics they using are vary from one another.
Table 5: Garrett Ranking Test
S. No.
Statements
1
I prefer purchasing well known brands of cosmetics
2
Higher the price of a cosmetic, the better its quality
3
Once I like a brand, I stick with it
4
Highly cautious towards using new brands
5
Most advertised cosmetics brands are good choice
Source: Computed Data
Total Score
6475
6180
7360
6580
5880
Average
53.96
51.50
61.33
54.83
49.00
Rank
III
IV
I
II
V
The above table represents that the statement “Once I like a brand, I stick with it” is ranked
one by high number of respondents. This table clearly indicates that there is a significant
difference in the ranks provided by respondents to the Statement related to cosmetic products.
Hence H3 is rejected.
7. FINDINGS
Around 53% of respondents prefer both chemical and Ayurvedic based cosmetic products
irrespective of their age, education and occupation status. 41% of the respondents are
influenced by the factor of ‘skin concern’ to use the cosmetic products and followed by the
factor ‘quality’ which influences 35% of consumers to use cosmetics. Advertising medium ‘Television/Radio’ created an impact on 69% of women consumers to buy cosmetic products.
28% of women consumers are very highly satisfied with the cosmetic products they make use
of. There is no significant association between the respondent’s age and preference of
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249
Kajapriya R et. al. / International Journal of Management Research & Review
cosmetics. , Consumer’s levels of satisfaction towards the cosmetics they using are vary from
one another. There is a significant difference in the ranks provided by respondents to the
Statement related to cosmetic products.
8. SUGGESTIONS AND CONCLUSION
The cosmetic Industry is supposed to identify the cosmetic user’s expectation and their
attitude towards the cosmetics that cheers both manufacturers and consumers with regards to
cosmetics. Product modification or change in product design or enriching the quality of the
cosmetics which retain the loyal customers of that particular cosmetic brand. Innovation is a
key to triumph. Classy promotional mix can facilitate in drawing customers with regular
offers which should also come up with the new trend. Irrespective of age, women consumers
prefer the cosmetic products, so the producers could target all age category of consumer’s to
prop up their products.
REFERENCES
[1] Ashban A, Burney. Key antecedents to cosmetics use among women in Saudi Arabia:
Empirical evidence from Saudi Arabia. JISSM 2001; 9: 3-20.
[2] Mukherjee D. Impact of celebrity endorsement on Brand Image. Indian Journal of
Marketing 2012; 42: 19-22.
[3] Indian Cosmetic Sector Forecast to 2015, RNCOS, Business Consultancy Services.
Retrieved on 22.03.2015 from http://www.rncos.com/Market-Analysis-Reports/IndianCosmetic-Sector-Forecast-to-2015-IM388.html.
[4] Perner L. Consumer Behavior: the psychology of marketing, 2010. Retrieved on
21.03.2015 from http://www.consumerpsychologist.com/
[5] Personal Care India Expo – 2015. UBM India. Retrieved on 21.03.2015 from
http://www.ubmindia.in/personalcareindiaexpo/about
[6] Schiffman, Kanuk. Consumer Behavior, 2004, 8th edition, Pearson Education
International, Prentice Hall.
[7] Khan S. Factors affecting buying behavior of females for purchase of cosmetics’.
International Review on Business and Social Sciences 2012; 1(9): 68-76.
Copyright © 2012 Published by IJMRR. All rights reserved
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