IJEMR –June 2013-Vol 3 Issue 6 - Online - ISSN 2249–2585 - Print - ISSN 2249-8672

Consumer Attitude towards Cosmetic Products

*Mrs. J. Vidhya Jawahar

**Dr. K. Tamizhjyothi

*Assistant professor, Department of Business Administration Directorate of

Distance Education, Annamalai University, Annamalainagar.
**Assistant professor, Department of Business Administration, Directorate of
Distance Education, Annamalai University, Annamalainagar

Abstract

The world wide annual expenditures for cosmetics is estimated at

U.S.$18 billion, and many players in the field are competing aggressively to
capture more and more market. Hence, companies are interested to know about
consumer’s attitude towards cosmetics so as to devise strategies to win over
competition. The main purpose of this article is to investigate the influence of
attitude on cosmetics buying behaviour. The research question is “what kind of
attitudes do the customers have towards buying behaviour of cosmetic
products?” A questionnaire was developed and distributed to female consumers
in Bangalore city by using convenience sampling method. 118 completed
questionnaires were returned and then 100 valid were analyzed by using
ANOVA, mean and standard deviation. The result of the study confirms that
age, occupation, marital status have positive influence towards cosmetic
products. But income does not have any influence on the attitude towards
cosmetic products.

Keywords: attitude, buyer behavior, cosmetics.

Introduction

The word “cosmetics “is derived from the Greek word kosmetikos which
means “skilled at decorating “. Cosmetics colloquially known
as makeup or make-up are care substances used to enhance
the appearance or odor of the human body. The U.S., the Food and Drug
Administration (FDA), which regulates cosmetics, defines cosmetics as
"intended to be applied to the human body for cleansing, beautifying, promoting
attractiveness, or altering the appearance without affecting the body's structure
or functions."
According to Euromonitor, the cosmetics and toiletries is divided in 11
categories which are baby care, bath and shower products, deodorants, hair
care, color cosmetic, men’s grooming products , oral hygiene, fragrances, skin
care, depilatories and sun care. The beauty and cosmetics sector is experiencing
outstanding growth. It has been one of the worlds leading industries. In India
the cosmetic and toiletries market has developed rapidly. Our country
cosmetics market is reportedly growing at 15-20% annually. Specifically,
Demand for skin whitening products by men as well as women, is driving the
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trend, but other beauty products are not far behind (Alexander, 2011). The
growth of cosmetics and beauty products markets have surged significantly as
consumers are increasingly becoming aware about appearance, beauty
grooming and choice of person al care products(Hamza salim khraim). To meet
consumers’ needs, manufacturers are likely to be aggressive across all
categories in cosmetics. However, the concentration of new product launches
will be particularly visible in dynamic categories such as skin care and
emerging categories such as mouthwashes/dental rinses.
Consumers buy products according to their needs, preferences and
buying power. Consumer buying behaviour depends on his perception, self
concept, social and cultural background and their age and family cycle, their
attitudes, beliefs values, motivation, personality, social class and many other
factors that are both internal and external (kotler and keller,2009). Specifically,
the attitudes of consumers can have a significant effect on buying behaviour.
This paper examines the influence of attitude on cosmetics buying behaviour.

Literature Review

According to Shahzad khan (2012) 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. 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. Noel (2009) defined attitude that is a powerful and long term
assessment for which the customers are having well-built way of thinking and it
can be an individual, entity, announcement or a matter. Attitudes are formed
through experience and learning and that attitudes influence buying behaviour
(Kotler and Keller, 2009). Consumer attitudes toward a firm and its products
greatly influence the success or failure of the firm (ws.elance.com).
A1-Ashban and Burney (2001) found that cosmetics buying behaviour
literature in developing countries in general is inadequate and ambiguous. As it
is known from Theory of Reasoned Action and Theory of Planned Behaviour,
attitudes have considerable impact on behaviour (Ravikumar, 2012).When
examining the influence of attitude on behavioral intention; the results indicate
that attitude positively affects behavioral intention. (Shih-I Cheng, Hwai-Hui fu,
Le Thi Cam Tu, 2011).Choo, chung & pysarchik, (2004) have argued that there
is a direct causal relationship between attitudes and behaviour.

Need for the Study

Consumer attitude gives both difficulty and development to the company.

Now, Consumers have lot of interest regarding the cosmetic products and also
they having awareness about cosmetic product attributes. Here, the cosmetic
companies need to understand the consumer attitude on cosmetics buying
behaviour which brings success of the company. This study focuses on the
factors that affect the buying decisions of consumers. This research objective is
to get reliable and valid results that helps to the company in planning their
future activities and marketing strategies.

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Objectives

* To examine the influence of attitude on cosmetics buying behaviour.

* To identify the important factors that determines the buying behaviour.

Methodology

The research design adopted for the study is descriptive in nature. To

collect the required primary data, a well structured questionnaire has been
personally administered and collected from the people who are residing in
Bangalore city. For measuring the basic information about the use of cosmetic
products multiple choice questions have been asked in the questionnaire, and
for measuring the consumer attitude towards various factors of cosmetic
products, 5-point likert scale has been used. On the basis of simple random
sampling method, 125 questionnaires have been issued to the respondents who
are using cosmetic products. Out of 125 questionnaires distributed, 118 filled-
in questionnaires were returned from the respondents in which 18
questionnaires are found to be invalid. Hence, 100 valid questionnaires were
taken for the study.

Analysis and Interpretation

Table.1 Influence of Age, Monthly Family Income, Occupation and Marital

status on Overall Attitude

N Mean SD F Sig
Age Up to 20 Years 5 2.9233 1.037
21 to 30 years 26 3.1312 0.979
31 to 40 years 55 3.5305 1.088 4.586 0.014
41 to 50 years 7 3.3904 1.023
Above 50 years 7 3.1857 1.212
Total 100 3.1969 1.048
Income Less than s.20000 24 3.0634 1.139
Rs. 20001 to 24 3.4066 1.100
Rs.40000 1.577 0.187
Rs.40001 to s.60000 15 2.9416 1.101 (NS)
Rs.60001 to s.80000 10 3.1429 1.119
More than Rs.80000 27 3.2910 0.879
Total 100 3.1969 1.048
Occupation Private Employee 45 3.0169 1.047 0.025
Business 12 2.9923 1.038 3.396
Housewives 38 3.5106 1.017
Student 5 2.9233 1.037
Total 100 3.1969 1.048
Marital Married 90 3.2275 1.052 4.099 0.017
status Unmarried 10 2.9215 1.021
Total 100 3.1969 1.048

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The above table shows the influence of age on overall attitude of the
respondents towards beauty cosmetic products. In order to find out the
influence, Anova was performed and the result shows a significant outcome (F =
4.586; p = 0.014). That is the respondents differ significantly with respect to
their age towards their attitude on beauty cosmetic products.
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On observing the mean values, it is noted that the respondents who are in the
age group of 31 to 40 years (mean = 3.5305; SD = 1.088) significantly differ
from the respondents who are in the age group of 21 to 30 years (mean =
3.1312; SD = 0.979) and below20 years (mean = 2.9233; SD = 1.037). Hence, it
is concluded that the middle aged people have positive attitude towards beauty
cosmetic products compared to young aged people.

Next, the table shows the influence of Monthly Family Income on overall
attitude of the respondents towards beauty cosmetic products. In order to find
out the influence, Anova result shows a non- significant outcome (F = 1.577; p
= 0.187). Hence it is concluded that the monthly income of the family does not
have any influence on the attitude towards cosmetic products. Also, the table
shows the influence of Occupation on overall attitude of the respondents
towards beauty cosmetic products. Anova result shows a significant outcome (F
= 3.396; p = 0.025). That is, the respondents differ significantly with respect to
their occupation towards their attitude on beauty cosmetic products. On
observing the mean values, it is noted that the respondents who are housewives
(mean = 3.5106; SD = 1.017) significantly differ from the respondents who are
privately employed (mean = 3.0169; SD = 1.047) and those are in business
(mean = 2.9923; SD = 1.038). Hence it is concluded that the housewives have
positive attitude towards beauty cosmetic products compared to private
employed people and those doing business. And, the table shows the influence
of marital status on overall attitude of the respondents towards beauty cosmetic
products. ANOVA result shows a significant outcome (F = 4.099; p = 0.017).
That is, the respondents differ significantly with respect to their marital status
towards their attitude on beauty cosmetic products. On observing the mean
values, it is noted that the respondents who are married (mean = 3.2275; SD =
1.052) significantly differ from the respondents who are not married (mean =
2.9215; SD = 1.021). Hence it is concluded that the married people have
positive attitude towards beauty cosmetic products compared to unmarried
people.

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Table.2 Mean and Standard Deviation of the Individual Factors

Factors Mean SD
I generally purchase cosmetics brands that I think others will 2.84 1.20
approve it
I often observe what others are buying and using cosmetics 2.72 1.17
If I have little experience with cosmetics , I often ask others 3.19 0.96
about them
I often gather information from others about cosmetics before 3.46 1.06
purchasing
It is very important that others like the cosmetics and brand I 2.54 1.05
buy
I have favorite brands of cosmetics I buy again and again 3.99 0.90
Once I like a brand, I stick with it 3.82 0.99
I go to the same stores each time I shop for cosmetics 3.09 1.24
I regularly change the brands of cosmetics I purchase 2.16 1.06
I think of myself as a cosmetic loyal consumer 3.11 1.28
I am very cautious in trying new cosmetic products 3.40 1.22
I enjoy taking chances in buying unfamiliar brands of cosmetics 2.26 1.28
for comparison
I would never buy cosmetics I don’t know about at the risk of 3.29 1.56
making a mistake
I am the kind of person who would try any new cosmetics once 2.27 1.03
I would rather wait for others to try a selling cosmetics than try 3.12 1.28
it myself
I prefer purchasing the well-known brands of cosmetics 3.73 1.07
The most advertised brands of cosmetics are usually very good 2.81 1.14
choices
Getting very good quality cosmetics is very important to me 4.26 0.84
I make special effort to choose the very best quality cosmetics 3.99 0.96
The higher the price of a cosmetic, the better its quality 2.59 1.15
I look carefully to find the best value for the money 4.05 0.90

The above table shows the mean and standard deviation of individual
factors. Respondents give more importance to good quality cosmetics (mean =
4.26; SD = 0.84), careful in finding the best value for the money (mean = 4.05;
SD = 0.90), making special effort to choose the best quality cosmetics (mean =
3.99; SD = 0.96), frequently buying of favorite brands of cosmetics (mean =
3.99; SD = 0.90), sticking to a likeable brand (mean = 3.82; SD = 0.99), and
preference of purchasing well-known brand of cosmetics (mean = 3.73; SD =
1.07). However, they give less importance to frequently changing of brands
(mean = 2.16; SD = 1.06), enjoying in buying unfamiliar brands (mean = 2.26;
SD = 1.28), trying of new cosmetics once in a while (mean = 2.27; SD = 1.03),
likeableness of cosmetics and brands by others (mean = 2.54; SD = 1.05), price
based quality (mean = 2.59; SD = 1.15), and observing other’s purchase and
usage of cosmetics (mean = 2.72; SD = 1.17). Hence, it is concluded that
consumers are having more conscious on quality, value for money and
branding of cosmetic products.

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Discussion

Consumer buying behaviour mainly depends on his attitudes.

Specifically, the attitudes of consumers can have a critical role on beauty
cosmetics buying behaviour. The middle aged people have positive attitude
towards beauty cosmetic products compared to young aged people. Through the
beauty cosmetic products they try to keep young or give young appearance.
And, Middle aged people almost they settled in their life. So they have the self
spending power to buy beauty cosmetics products. Hence, they have positive
attitude towards beauty cosmetic products compared to young aged people.
Monthly family income does not have any influence on the attitude towards
beauty cosmetic products. All categories of people want to maintain their self
image regarding physical appearance among the society. Regarding occupation
and marital status, housewives and married people have positive degree of
attitude towards beauty cosmetic products. Compared to privately employed
people and those doing business, house wives having time to take care about
them selves. Married people have crossed certain age limit, for that reason they
need to take care about their physical appearance. Now-a-days married woman
have conscious about skin care and personal care.

Hence, married people have positive attitude towards beauty cosmetic products
compared to unmarried people. Apart from the above factors, consumers are
having more conscious on quality, money value and brands of beauty cosmetic
products.

Suggestion and Conclusion

Cosmetic products are widely used by people now a days and hence the
number of players enter into this business has increased considerably.
Companies try to identify the consumer’s attitude towards these cosmetic
products so that they position their products to the particular category of
people rather spending unnecessarily on non-targeted people. This study has
provided a platform for the corporate to think on different dimensions what
consumers prefer, which make them in deciding on Marketing Mix of different
products, like modify the product or change in product design, fixing of price
that better suit the targeted audience, appropriate promotion mix namely sales
promotion, advertising, publicity and personal selling, and finally change in
distribution channel.

Future Research

In-depth study on cosmetics is required in future as it is one of the

important selling products in the existing market scenario. Comparing different
categories of respondents based on geographical location will yield a better
result for the companies to device strategies accordingly. Probing into other
variables apart for the study variables will have a better understanding about
cosmetic products among the public.

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