A Project Report

on

“A STUDY ON CUSTOMERS’ SATISFACTION TOWARDS

LAKMÉ COSMETICS AT AMBEGAON, PUNE”

submitted by

Miss Mitoshree Sinha

guided by

Mrs. Sheetal Gaur

to

SINHGAD COLLEGE OF SCIENCE,

SAVITRIBAI PHULE PUNE UNIVERSITY

2018-2019
 INTRODUCTION

LAKMÉ COSMETICS

Lakmé is an Indian cosmetics brand which is owned by Hindustan Unilever. The

company mainly produces cosmetics, beauty products and provides salon services.
Having Kareena Kapoor as the ambassador, it ranked at number 1 among the
cosmetics brands in India. Lakmé started as a 100% subsidiary of Tata Oil Mills
(Tomoco). It was named after the French Opera Lakmé, which itself is the
French form of Lakshmi, the goddess of wealth who is renowned for her beauty.

It was started in 1952 famously, because then Prime Minister, Pandit Jawaharlal
Nehru was concerned that Indian women are spending precious foreign exchange
of beauty products and personally requested JRD Tata to manufacture them in
India. Simone Tata joined the company as director and went on to become the
chairperson. In 1996, Tata sold off their stakes in Lakmé Lever to Hindustan
Unilever Limited (HUL) for Rs. 200 crore (45 million US$).

In the Brand Trust Report 2012, Lakmé was ranked 104th among India’s most
trusted brands. In 2014, Lakmé was ranked 36th among India’s most trusted brands
according to the Brand Trust Report 2014. The company is the title sponsor for
the Lakmé Fashion Week (LFW) a bi-annual fashion event which takes place in
Mumbai.

The analysis on Lakmé cosmetics was done at SCOS, Ambegaon Budruk, Pune.
The questionnaire on Lakmé cosmetics was done by analyzing all the Lakmé
cosmetics. There were 40 respondents those who are using any of the Lakmé
cosmetics. After the collection of 40 respondents’ data or feedback, it has to be
analyzed in pie charts and graphs and afterwards the data interpretation of it
should be represented.

The analysis is done to know the users of Lakmé cosmetics and their opinions
regarding Lakmé cosmetics and its services. For the analysis the college area was
allotted and within that area feedback has to be taken from those who are using
Lakmé cosmetics. The questionnaire survey was quite good as there were many
people who use Lakmé cosmetics.
Table 1:

Table representing the frequent use of Lakmé cosmetics:

Opinions No. of Respondents Percentage (%)

Yes 30 75
No 10 25
Total 40 100

Diagram:
120

100

25
80

60

40 75
10

20
30

0
No. of Res podents Percentage (%)
Yes No

Data Interpretation:
From the above diagram, it is found that 75% of respondents frequently use Lakmé
cosmetics while 25% of respondents do not frequently use Lakmé cosmetics.

Table 2:
Table representing the preferred way to purchase the Lakmé cosmetics:

Opinions No. of Respondents Percentage (%)

E-commerce sites 20 50
Offline stores/markets 20 50
Total 40 100

Diagram:
120

100

80
50

60

40
20
50
20
20
0
No. of Res podents Percentage (%)
E-commerce s ites Offli ne stores /markets

Data Interpretation:
From the above diagram, it is found that 50% of the respondents prefer to purchase
Lakmé cosmetics from e-commerce sites while 50% of respondents prefer to
purchase Lakmé cosmetics from offline stores/markets.

Table 3:
Table representing the way respondents come to know about this brand:
 Opinions No. of respondents Percentage (%)
Print Media 5 12.5
Internet 3 7.5
T.V. 10 25
Friends/Relatives 20 50
Hoardings 2 5
Others 0 0
Total 40 100

Diagram:
120

100 0
5

80
50
60

40 0
2
25
20
20
7.5
10
3 12.5
0 5
No. of Res podents Percentage (%)
Print Medi a Internet T.V.
Friends /Rel atives Hoardi ngs Others

Data Interpretation:
From the above diagram, it is found that 12.5% respondents come to know about
Lakmé cosmetics from print media, 7.5% from internet, 25% from T.V., 50% from
friends/relatives, 5% from hoardings while 0% from others.

Table 4:

Table representing the use of Lakmé cosmetics:

 Opinions No. of Respondents Percentage (%)
On a daily basis 20 50
On special days/occasions 10 25
Don’t use Lakmé cosmetics 10 25
Total 40 100

Diagram:
120

100

25
80

25
60

40
10

10 50
20

20

0
No. of Res podents Percentage (%)
On a da il y bas i s On s peci al days /occas i ons
Don’t us e La kmé cosmetics

Data Interpretation:

From the above diagram, it is found that 50% of respondents use Lakmé cosmetics
on a daily basis, 25% use on special days/occasions while 25% respondents don’t
use Lakmé cosmetics.

Table 5:
Table representing the experience of purchasing the Lakmé cosmetics on any e-
commerce site:
 Opinions No. of Respondents Percentage (%)
Excellent 15 37.5
Average 20 50
Poor 5 12.5
Total 40 100

Diagram:
120

100
12.5

80

60 50

40 5

20
20 37.5

15
0
No. of Res podents Percentage (%)
Excel l ent Average Poor

Data Interpretation:

From the above diagram, it is found that the experience of 37.5% of respondents is
excellent while purchasing the Lakmé cosmetics from any e-commerce sites, 50%
of respondents is average while 12.5% of respondents is poor.

Table 6:
Table representing the experience of purchasing the Lakmé cosmetics from offline
stores/markets:
 Opinions No. of Respondents Percentage (%)
Excellent 10 25
Average 25 62.5
Poor 5 12.5
Total 40 100

Diagram:
120

100
12.5

80

60
62.5

40 5

20 25
25
10
0
No. of Res podents Percentage (%)
Excel l ent Average Poor

Data Interpretation:
From the above diagram, it is found that the experience of 25% of respondents is
excellent while purchasing the Lakmé cosmetics from offline stores/markets,
62.5% of respondents is average while 12.5% of respondents is poor.

Table 7:
Table representing the respondents who purchase Lakmé cosmetics by getting
attracted to offers:

Opinions No. of Respondents Percentage (%)

 Yes 30 75
No 10 25
Total 40 100

Diagram:
120

100

25
80

60

40 75
10

20
30

0
No. of Res podents Percentage (%)
Yes No

Data Interpretation:

From the above, it is found that 75% of respondents who purchase Lakmé
cosmetics get attracted towards offers while 25% of respondents don’t get attracted
towards the offers.

Table 8:
Table representing discounts offered while purchasing Lakmé cosmetics on e-
commerce sites or in offline stores/markets:

Opinions No. of Respondents Percentage (%)

 Yes 30 75
No 5 12.5
Sometimes 5 12.5
Total 40 100

Diagram:
120

100
12.5

80 12.5

60

40 5 75
5

20
30

0
No. of Res podents Percentage (%)
Yes No Sometimes

Data Interpretation:
From the above diagram, it is found that when respondents purchase Lakmé
cosmetics on e-commerce sites or in offline stores/markets, 75% are offered
discounts, 12.5% are not offered discounts while 12.5% are sometimes offered
sometimes not offered discounts.

Table 9:

Table representing the e-commerce sites from where Lakmé cosmetics are
purchased:

Opinions No. of Respondents Percentage (%)

 Amazon 20 50
Myntra 10 25
Flipkart 5 12.5
Other e-commerce site 5 12.5
Total 40 100

Diagram:
120

100
12.5

80 12.5

60 25

40 5
5
10 50
20
20
0
No. of Res podents Percentage (%)
Amazon Myntra
Fl i pkart Other e-commerce s ite

Data Interpretation:

From the above diagram, it is found that 50% of respondents purchase Lakmé
cosmetics from Amazon, 25% from Myntra, 12.5% from Flipkart while 12.5%
from other e-commerce site.

Table 10:

Table representing the quality of the Lakmé cosmetics compared to its other
competitors:
 Opinions No. of Respondents Percentage (%)
Better 25 62.5
The Same 10 25
Worse 5 12.5
Total 40 100

Diagram:
120

100
12.5

80
25

60

40 5
10 62.5

20
25

0
No. of Res podents Percentage (%)
Better The Same Wors e

Data Interpretation:

From the above diagram, it is found that 62.5% of respondents feel that the quality
of the Lakmé cosmetics are better compared to its competitors, 25% feel that the
quality is the same as its competitors while 12.5% feel that the quality is worse
compared to its competitors.

Table 11:

Table representing respondents purchasing Lakmé cosmetics either from official

site or any other e-commerce sites:
 Opinions No. of Respondents Percentage (%)
E-commerce sites 40 100
Official site 0 0
Total 40 100

Diagram:
120

100 0

80

60
100
40 0

20 40

0
No. of Res podents Percentage (%)
E-commerce s i tes Officia l s i te

Data Interpretation:

From the above diagram, it is found that 100% of the respondents purchase the
Lakmé cosmetics from other e-commerce sites and not from the official site.

Table 12:

Table representing the best of the Lakmé cosmetics according to the respondents:

Opinions No. of Respondents Percentage

 Quality 30 75
Look of the product 3 7.5
Quantity present 7 17.5
Total 40 100

Diagram:
120

100
17.5
80 7.5

60

40 75
7
3
20
30

0
No. of Res podents Percentage (%)
Qual i ty Look of the product Quantity pres ent

Data Interpretation:
From the above diagram, it is found that 75% of respondents like quality of the
Lakmé cosmetics, 7.5% like the look of the product while 17.5% of the
respondents like the quantity present in the product.

Table 13:

Table representing the value of money for the Lakmé cosmetics:

Opinions No. of Respondents Percentage (%)

 Good 15 37.5
Regular 15 37.5
Bad 10 25
Total 40 100

Diagram:
120

100
25
80

60
37.5

40
10

20 15
37.5
15
0
No. of Res podents Percentage (%)
Good Regul a r Bad

Data Interpretation:
From the above diagram, it is found that for 37.5% of respondents, the value of
money for the Lakmé cosmetics is good, for another 37.5%, the value of money is
regular while for the 23% of respondents, the value of money is bad.

Table 14:

Table representing the other beauty products other than Lakmé which respondents
use:
 Opinions No. of Respondents Percentage
Maybelline 15 37.5
Revlon 10 25
L’Oréal Paris 8 20
M.A.C. 5 12.5
Any other brands 2 5
Total 40 100

Diagram:
120

100 5
12.5
80
20
60
25
40 2
5
8
20 10 37.5
15
0
No. of Res podents Percentage (%)
Maybel l i ne Revl on L'Oréal Pari s
M.A.C Any other bra nds

Data Interpretation:

From the above diagram, it is found that 37.5% of respondents use Maybelline
cosmetics, 25% of respondents Revlon cosmetics, 20% of respondents use L'Oréal
Paris cosmetics, 12.5% of respondents use M.A.C. cosmetics while 5% of
respondents use cosmetics of other brands.

Table 15:

Table representing whether Lakmé cosmetics cause skin related problems:

Opinions No. of Respondents Percentage (%)

 Yes 0 0
No 40 40
Total 40 100

Diagram:
120

100

80

60
100
40

20 40

0 0 0
No. of Res podents Percentage (%)
Yes No

Data Interpretation:
From the above diagram, it is found that 100% of respondents who frequently use
Lakmé cosmetics say that they do not cause any kind of skin related problems.

Table 16:

Table representing the respondents recommending Lakmé cosmetics to

friends/relatives/colleagues:
 Opinions No. of Respondents Percentage (%)
Yes 30 75
Maybe 5 12.5
No 5 12.5
Total 40 100

Diagram:
120

100
12.5

80 12.5

60

40 5 75
5
20
30

0
No. of Res podents Percentage (%)
Yes Maybe No

Data Interpretation:

From the above diagram, it is found that 75% of respondents would recommend
Lakmé cosmetics to friends/ relatives, colleagues, 12.5% may recommend the
cosmetics while 12.5% would not recommend the Lakmé cosmetics.

Table 17:

Table representing the way Lakmé cosmetics fulfill the beauty needs:

Opinions No. of Respondents Percentage (%)

 Very well 20 50
Well 10 25
Fine 10 25
Bad 0 0
Total 40 100

Diagram:
120

100 0
25
80

60 25

40 0
10
10 50
20
20
0
No. of Res podents Percentage (%)
Very well Wel l Fi ne Bad

Data Interpretation:
From the above table, it is found that 50% of respondents get their beauty needs
fulfilled very well, 25% gets their’s fulfilled well, 25% gets their’s fulfilled fine
while there are 0 respondents who feel bad about using Lakmé cosmetics.

Table 18:
Table representing the respondents willing to purchase Lakmé cosmetics again:

Opinions No. of Respondents Percentage (%)

 Very likely 20 50
Likely 10 25
Not likely 10 25
Not very likely 0 0
Total 40 100

Diagram:
120

100 0

25
80

60 25

40 0
10
10 50
20
20
0
No. of Res podents Percentage (%)
Very l i kely Li kel y Not l i kel y Not very l i kel y

Data Interpretation:

From the above diagram, it is found that 50% of respondents are willing to
purchase Lakmé cosmetics again very likely, 25% are willing to purchase likely,
25% are not likely to purchase while 0% of respondents are not very likely to
purchase at all.

Table 19:
Table representing the quality of Lakmé cosmetics:

Opinions No. of Respondents Percentage (%)

 Highly satisfactory 30 75
Satisfactory 10 25
Dissatisfactory 10 25
Highly dissatisfactory 0 0
Total 40 100

Diagram:
140

0
120
25
100
25
80

60
0
10
40 75
10

20
30

0
No. of Res podents Percentage (%)
Hi ghl y s atisfa ctory Satisfactory
Di s s atisfactory Hi ghl y di s s atisfactory

Data Interpretation:
From the above diagram, it is found that 75% of respondents are highly satisfied
with the quality of the Lakmé cosmetics, 25% are satisfied, 25% are dissatisfied
while 0% of respondents are highly dissatisfied.

Table 20:

Table representing the rating of the Lakmé cosmetics according to the respondents:
 Opinions No. of Respondents Percentage (%)
5 20 50
4 10 25
3 5 12.5
2 3 7.5
1 2 5
Total 40 100

Diagram:
120

100 5
7.5
80 12.5

60 25

40 2
3
5
10 50
20
20
0
No. of Res podents Percentage (%)
5 4 3 2 1

Data Interpretation:

From the above diagram, it is found that 50% of respondents rated 5 stars, 25%
rated 4 starts, 12.5% rated 3 starts, 7.5% rated 2starts while 5% rated 1 star for the
Lakmé cosmetics.

CONCLUSION
 From the data analysis of the Lakmé cosmetics, we come to know that most
of the respondents prefer Lakmé cosmetics and prefer using them on a daily
basis and even in special days or occasions.
 They either prefer to purchase the cosmetics from e-commerce sites or any
offline stores or markets.
 The thing which matters most to the customers is the quality of the product
which is a great sign for the Lakmé company to expand it further.
 The cosmetics of Lakmé do not cause any skin related issues so they prefer
to use them on a daily basis.
 The customers prefer to buy the cosmetics from other e-commerce sites
rather than from the official site. Many go to the offline stores or markets to
purchase them.
 Most customers are highly satisfied with the cosmetics and their experience
is between excellent & average.
 Lakmé cosmetics are frequently bought from Amazon, Myntra, Flipkart, etc.
 Other than Lakmé, the customers use cosmetics of Maybelline, Revlon,
L’Oréal Paris, M.A.C., etc.
 The cosmetics of Lakmé whether it is skincare products or makeup products,
do not cause any harm to the skin and the value for money is also good.
Since it is an Indian company, customers tend to buy cosmetics of this
particular brand more frequently.
 On a scale from 1 to 5, most customers give either 4 stars rating or 5 stars
rating. This probably means that Lakmé cosmetics are purchased by a
number of people and is given a good recommendation to everyone.

BIBLIOGRAPHY

 https://en.m.wikipedia.org/wiki/Lakm%C3%A9_Cosmetics
 https://www.lakmeindia.com/
 Other e-commerce sites which sells Lakmé cosmetics & provide facilities.