CONSUMERS BUYING BEHAVIOUR TOWARDS LAKME COSMETICS
CONSUMERS BUYING BEHAVIOUR
30-Mar-15 9:11 PM 2007 Microsoft Corporation. All rights
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1BRAND AMBASSADORS
OBJECTIVETo understand the attitudes and perception of
respondents towards cosmetics products.To understand the growth of
cosmetics sector in todays scenario.To study the respondents
awareness towards Lakme.To know peoples perception towards Lakme
products available in the market.To understand consumers behavior
with reference to cosmetics.
LITERATURE REVIEWKamen; Poiesz and VerhallenA. Sengupta and
Noopur AgrawalBrengman et al. Hcker and VerhallenDe Pelsmacker and
GeuensLoken and Ross; Ward and Loken
RESEARCH METHODOLOGYQualitative researchDATA ANALYSISData
analysis has been done using following:Test of hypothesis and
Calculation of degree of freedom to find the satisfaction level of
the respondents with the Lakme products. Different types of charts
and other diagrams have been used to analyze the data as well as
draw appropriate conclusions from the data received.
TEST OF HYPOTHESIS: Whether the consumers are satisfied with
cosmetic products and services of Lakme Company.
HYPOTHESIS:Ho : consumers are satisfied.Ha: consumers are not
satisfied.Level of significance: 5%CUSTOMER SATISFACTIONCOSMETIC
PRODUCTSSERVICESTOTALSATISFIED5348101DISSATISFIED71219TOTAL6060120DEGREE
OF FREEDOM:Degree of freedom ( DOF): (R-1) (C-1) = (2-1) (2-1) =
1Tab=7.88Test of statistics- (O-E)*2/E
Cal = 1.25Tab = 7.88OBSERVED VALUE (O)EXPECTED VALUE
(E)(O-E)*2(O-E)*2/E5350.550.09979.5-50.5264850.5-50.099129.550.526TOTAL1.25CONCLUSIONS
& LEARNINGSConsumer behavior and perception study; it helped to
know that what actually is consumer behavior and what are the
factors that affect the buying behavior of consumers. It also
helped us to know that how can perception have a positive and a
negative impact on the consumer behavior. Cosmetic industry in
India- this section helped in knowing that cosmetic is not a new
concept in India. People have been grooming themselves physically.
The only difference is the addition of chemicals and technology to
our personal grooming.
Competition existing in the present cosmetics market; there are
many other companies posing tough competition to Lakme ie Revlon,
Garnier, Loreal, lotus etc.All the marketing information sources
has given a significant contribution to the detailed theoretical
perspective for the research i.e. about consumer behavior and
perception. World Wide Web also worked as a highly important
information source as it provides updated information for the
research relating to various areas.
