CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION
 Consumer is a person who buys products. Therefore,
consumer keep the production cycle moving as well as important
role in the economic system of any nation, as a result, any nation will
face crisis if consumers don't have the effective demand for the
goods produced . Consumers demand different commodities based
on their taste and preference for them.
Advertising is all about policy of products. Advertising involves
creating awareness of the products uses and their benefits to
consumers. By doing this, it makes a product to be available to those
who want it and it satisfies the need of the advertiser; increasing
sales.
Other factors that influence one's taste and preference for a
good and psychological and environmental. Thus advertisement
plays a role in influencing taste and preference of consumers choice.
Consumers are known to be rational with regard to their purchases,
wanting to maximize their satisfaction when it comes to consumer
goods.
When there is a strong emotional purchasing motive such as to
product health or enhance social position, it pays to advertise on
such a product. The conditions make the demand for the product
more inelastic. The more emotions of consumer attach to a product,
they more they tend to be insensitive to it's price. This is of
importance to firms product as they can earn high sales in pricing
their products.

1.2 SIGNIFICANCE OF THE STUDY

Studying advertising on cosmetic products is significant for
understanding its impact on consumer behavior ,societal beauty
industry. It sheds light on how marketing strategies influence
perceptions, Self-esteem, and purchasing decisions ,contributing to
the broader discourse on media influence and consumer culture.
Additionally, it provides insights into the evolving dynamics of the
beauty market, fostering informed discussions on ethical marketing
practices and the societal implications of beauty ideals.
It helps to market and position the products or services successfully.
The study of consumer behavior also helps to pivot as it enables
marketers to identify changes occurring due to various related
factors. Overall the study of consumer behavior plays an eminent
role in achieving se t sales objectives.
It aids in assessing the ethical considerations surrounding
advertising practices , promoting transparency and consumer
empowerment.

1.3 SCOPE OF THE STUDY

The Scope of studying advertising on cosmetic products involves
analyzing various aspects, including consumer behavior , market
trends ,impact of advertising strategies ,and the effectiveness of
different platforms. This research may delve into the Psychological
influence of advertisements on consumers perceptions and
purchasing decisions ,exploring how cultural and social factors
contribute to advertising success.
Additionally, Studying the regulatory landscape and ethical
considerations in cosmetic advertising could provide valuable
insights.
Overall , the scope is broad and encompasses a multidisciplinary
approach to understand the dynamics of advertising in the
cosmetics industry.

1.4 STATEMENT OF THE “STUDY ON THE

INFLUENSE OF ADVERTISING OF COSMETIC
PRODUCTS IN BUYING BEHAVIOUR AMONG
COLLEGE STUDENTS,
WITH SPECIAL REFERENCE TO MAR
AUGUSTHINOSE COLLEGE RAMAPURAM”
The Study addresses the problem of understanding how
advertisements for cosmetic products may contribute to shaping
unrealistic beauty standards, Influencing consumer behavior, and
potentially impacting individuals self-esteem. It aims to investigate
the potential consequences of these advertisements on consumers
and society, considering the ethical implications of beauty
marketing in the cosmetic industry.
Cosmetics are products used to make the human body look
different. Often cosmetics are used to make someone more
attractive to one person, or to a culture or sub-culture. In western
culture, women are the main users of cosmetics.
Cosmetics are Pharmaceutical products that are used for improving
skin appearance and body odor .Cosmetics are used for cleansing,
Protecting, and moisturizing the skin.

1.5 OBJECTIVES OF THE STUDY

The study was guided by the following specific objectives :
 1) To identify media of advertising used to advertise cosmetic
products.
2) To determine ways in which advertisement influence purchasing
behavior .
3) To establish how different advertisement influence consumer
behavior .

1.6 RESEARCH METHODOLOGY

The research design for this study will be a descriptive
research design, were data will be collected from the sample
population in order to describe the influence of advertising of
cosmetic products in buying behavior among college students with
special reference to Mar Augusthinose College Ramapuram. The
study will also use a quantitative research approach to gather and
analyse numerical data.
1.6.1 SOURCES OF DATA :
* Primary data-
Primary data refers to the data that is collected directly from
original sources through various methods such as surveys ,
interviews, observations, experiments, and focus groups. It is also
known as raw data or first-hand data because it is collected for the
first time and has not been previously analyzed or interpreted by
anyone else.
 Primary data sources :
Questionnaire- Researchers could create a
survey/questionnaire to gather more data directly from buyers .
This could be done in person, through mail or online.
*Secondary data -
Secondary data refers to information that has already
been collected and published by someone else. This type of data can
come from a wide variety of sources, including government
agencies, research institutions, trade associations ,and academic
journals. Secondary data can be a valuable resource for researchers,
as it can provide insights into previous studies, trends, and,
patterns.
Secondary data sources :
Government reports – Researchers could review
government report on mutual fund

Industry publication- Researchers could review industry

publications that cover buying behavior among college students to
gather data on trends ,regulatory changes and other relevant
information.

1.6.2 SAMPLING DESIGN AND SIZE :

* The sample size- A sample size of 90 respondents should be
sufficient to represent the population.
* Sampling technique- The sampling technique adopted was
convenient sampling.
After collection data, each question was classified and tabulated in
the following ways :

 Percentage analysis
 Graphic representation
 Tables

1.7 PERIOD OF STUDY

The period of study ranges from 1 December 2023 to 31
March 2024.

1.8 LIMITATIONS OF THE STUDY

 The study may not capture the real-life , long-term effects of
exposure to cosmetic advertisements on consumer behavior and
perceptions.
 It might be challenging to separate the influence of ads from other
factors impacting purchasing decisions, like peer opinions or
personal preferences.
 The rapidly evolving nature of advertising platforms may make it
challenging to keep studies current with the latest trends and
technologies in the industry.
 The sample size is limited. The number of sampke may not be real
representative of the place.
 The conclusion of the study is based on the information provided by
the respondent.
1.9 CHAPTER SCHEME
Chapter-1 : Introduction
The chapter contains introduction , significance of study ,scope of
study, statement of problem, objectives of the study, research
methodology, period of study and limitation of the study.

Chapter-2 : Review of literature

Second chapter contains the survey of available literature pertaining
to the study .

Chapter -3 : Theoretical framework

The chapter mentions conceptual review.

Chapter-4 : Data analysis and Interpretation

The chapter contains the data tables , figures, and interpretations
made out from the questionnaire. Here the collected data analyzed
with the help of Tables, Charts etc.

Chapter-5 : Summary of findings ,suggestions and

conclusion
This chapter mentions the findings, suggestions and conclusion of the
study made from the interpretation of data analysis.
 CHAPTER - 2
REVIEW OF LITERATURE

A study on consumer buying behavior of cosmetic products in

Trivandrum by Kisan Shivaji Rao Desai (2019). The study was to analyse
the buying process and the effect of media communication on buying
behavior on consumers. The results showed that different factors have
significant influence on buying behavior and it also contributes to the
knowledge of various cosmetic companies as they can easily
understand the purchasing propensities of consumers. Research Gap-
The study provides no concrete base as it is based on percentage
analysis and no study of factors have been carried out. Other than that,
sample size is too small which makes the study unreliable. A study on
factors influencing consumer buying behavior in cosmetic products by
A.H Hemanth Kumar, S. Franklin John, S. Senath (2018). The study was
to find how consumer behavior factors influence the purchasing of
cosmetics and to find out the influence of income level on the behavior.
The results showed that statistically significant differences were found
in income level among the factors of consumer behavior, i.e., social and
cultural while no statistically significant difference was found among
the personal and psychological factors. Research Gap-The process of
factor analysis has not been carried out to narrow down the non-
effective factors included in the study. Consumer buying behavior
towards cosmetic products by Prof. Nilesh Ante, De. Anand Deshmukh,
Prof. Amol Khand gale (2017). The research was carried out to study the
demographic profile, factors affecting the decision, most widely used
cosmetic product, buying pattern and brand preference of the
respondents. The results showed that brand and quality was the most
preferred factor among the consumers while purchasing. Research Gap-
The results being shown by presentation of charts, graphs and tables
make the study less reliable. Sakagami T. (2016) studied consumer
purchase decision behavior towards cosmetic marketing. The aim of the
study was to study consumer behavior marketing of cosmetic products.
3Khand gale A. (2015) studied consumer buying behavior towards
cosmetic products. The main aim of study was to study demographic
profile of consumers and to find factors affecting consumer purchase
decision A study on consumer buying behavior towards cosmetic
products by Kriti Bhatt and Penal Sankhla (2014). The study aimed at
identifying the major factors motivating consumer buying decision
toward cosmetic products and to study the attitude, preference and
intentions of consumers while deciding for their purchase. Lastly, the
researcher aimed to identify the most preferred cosmetic brand by
respondents. The results showed that people consider quality as the
most important factor to purchase cosmetics and majority of people do
not prefer paying high amount to buy such products. Research Gap-Low
number of respondents leads to unreliability in data. Consumer
attitude towards cosmetic products by Mrs J. Vidhya Jawahar and D.K
Tami Jyothi (2013). The study was to examine the influence of attitude
and to find the major factors that determine the buying behavioral a
consumer. The study demonstrated that age, occupation and marital
status have positive impact while salary has no critical effect on the
buyers' attitude towards such items. Research Gap-The number of
respondents recorded being very low makes the study unreliable and
one of the major findings of the study (income being insignificant) is
opposing various other studies that were carried out at the same time.
Debiased Mukherjee (2012) conducted a study entitled Impact of
celebrity endorsement on Brand Image. Consumer purchase decision
behavior towards cosmetics marketing by Dr S Annaprasan and T.
Sakagami (2011). The study was done to find out the influence of
various media in motivating the consumers one particular brand of
cosmetics and to know how the marketing strategy influences the
buying behavior of the consumers. The results showed that consumers
are aware about the cosmetic products and are slowly shifting towards
organic/ ayurvedic based cosmetics. 4Research Gap-The paper mainly
focuses on the marketing factor of the consumer behavior and ignores
the various other important factors which influence the decision
making of the consumers regarding cosmetics. Sevak. (2010) studied
consumer attitude towards cosmetic products. The main aim of the
study was to examine the influence of attitude on consumer buying
behavior and to identify the important factors that determine the
buying behavior. A study on consumer buying behavior of cosmetic
product in Trivandrum, Tamil Nadu, India by P. Rameshwar, R.
Mathabane and M. Jagannathan (2009). The study aimed at
investigating the various factors that have impact on buying decisions
of consumers. The results showed that marketers were required to look
for buying habits, preferences, tastes, likes and dislikes of consumers
and then the policies should be made. Lastly, the consumers were
found to be more quality conscious and brand loyal. Research Gap-The
study is not backed by any statistical analysis and is purely based on
comparisons through tables and rankings. Other than that, the number
of respondents being very low makes the study unreliable. Kumar, S.
(2008) revealed that the majority of the consumers were highly
enlightened and were concerned about the quality of the products
Vikas Saraf (2003), in his study has found that brands are successful
because the people prefer branded products to ordinary products Gaur,
S.S and Vahedi, K.A. (2002) observed that consumers buying behavior
normally included the less observable decision process that accompany
consumption including where, how often and under what conditions
consumers made their purchase of desired goods and services Ridge
T.R. (2001) in his study, Influence of advertisement on consumers of
different age groups and areas found that rural consumers attached
more import. 5A study on consumer awareness, attitude and
preference towards herbal cosmetic products with special reference to
Trivandrum City by M. Banu Rekha and K. Gorla (2000). The research
aimed at studying the awareness of consumers towards herbal
products and find out the factors influencing their purchase of herbal
products. The results showed that there is a positive correlation
between the 2 factors i.e., family income (per annum) and spending on
herbal cosmetics per month. Also, majority of the consumers were
found to be brand loyal and quality specific Research Gap-The study
does not give reliable results because the data sample size is too small
(127 respondents). Consumer’s brand preference and buying behavior
of cosmetic products at Trivandrum city by Dr T Naganandini and M.
Mahalakshmi (1999). The study aimed at building a relationship
between the demographic factors with the brand preference of
respondents towards branded cosmetic products. The results showed
that consumers prefer purely herbal or non-chemical make-up and care
cosmetics. And the study concluded that there is no relationship
between income and spending on cosmetic per month by consumers.
Research Gap-Even though the study was purely backed by statistical
tool, the results were opposing various studies as it proved income and
expenditure to be purely uncorrelated regarding cosmetics. Other than
that, the sample size was small so as to make the study reliable. A case
study on consumer buying behavior towards selected FMCG products
by Dr Vibhuti Dr Ajay Kumar Tyagi and Vivek Pandey (1998). The
research was carried out to understand the concept and scope of FMCG
products for better marketing and identifying the factors influencing
consumer behavior. The results showed that consumer is largely
influenced by place, product, price, promotion and physiological factors
but the effect varies form product to product. Research Gap-The paper
purely follows a theoretical approach and provides no statistical base
for the research Subrahmanyam & others (1997) conducted a study on
Marketing of consumer goods in Trivandrum. Ramakrishna Rao, Rama
Raju& Ram Prasad (1997) conducted a survey on Husband Wife
Involvement in Buying Decision Making. Singh J.D. (1996) conducted a
survey on A study of Brand loyalty in India. The study concluded that
Indian consumers have been found becoming more & more brand loyal.
 CHAPTER-3
THEORETICAL FRAMEWORK

3.1 CONCEPT OF ADVERTISING ON COSMETIC

PRODUCTS
Advertising on cosmetic products involves highlighting their benefits,
emphasizing visual appeal, and creating a compelling narrative .Utilizing
images, videos and testimonials can enhance the products allure, while
emphasizing features like skincare benefits or unique formulations can
attract the target audience. Social media platforms, influencers, and
beauty magazines are effective channels for reaching potential
customers and showcasing the cosmetic products transformative
qualities. Consistency in branding and messaging is crucial to building a
strong identity in the competitive beauty market.

3.2 ADVANTAGES OF ADVERTISING ON COSMETIC

PRODUCTS
1) Brand Visibility

2) Product Awareness

3) Market Competition

4) Consumer Trust

5) Sales Boost

6) Brand Loyalty

7) Educational Content

8) Influencer Collaborations

9) Trend Setting

10) Global Reach

3.3 DISADVANTAGES OF ADVERTISING ON COSMETICS
PRODUCTS
1) Unrealistic Expectations

2) Body Image Issues

3) Misleading Claims

4) Allergic Reactions

5) Environmental Impact

6) Animal Testing Concerns

7) Pressure To Conform

3.4 HISTORY OF ADVERTISEMENT ON COSMETIC

PRODUCTS
The history of advertising cosmetic products dates back centuries.
In ancient civilizations , people used natural ingredients for beauty, and
word of mouth served as an informal form of promotion. During the
renaissance, cosmetics gained popularity ,and advertisements started
appearing in newspapers and pamphlets.

In the 20th Century ,with the rise of mass production, cosmetics became
more accessable. Advertising played a crucial role, utilizing print media
,Radio and later television .Iconic campaigns like Revlon’s “Fire and Ice “
in the 1950s exemplified the power of marketing in shaping beauty
standards.
The digital age brought a shift to online platforms, social media , and
influencer marketing, revolutionizing how cosmetic products are
promoted. Today, advertisements continue to evolve, reflecting
changing beauty ideals and incorporating diverse marketing strategies.

3.5 RECENT TRENDS IN ADVERTISEMENT ON COSMETIC

PRODUCTS
Recent trends in cosmetic product advertisements include a focus on
diversity and inclusivity, using influencers and real customers to
showcase products, sustainability messaging, and an increased
emphasis on skincare benefits rather than just aesthetics. Social media
platforms remain crucial for reaching and engaging audiences in the
beauty industry.

It involve a heightened emphasis on sustainability and eco-friendly

practices, the use of augmented reality (AR) for virtual try-
ons ,promoting clean and natural ingredients ,and leveraging user-
generated content on social media for authenticity. Additionally, brands
are increasingly adopting inclusivity in their campaigns by showcasing a
diverse range of skin tones, body types, and gender identities.

3.6 ROLE OF ADVERTISEMENT ON COSMETIC

PRODUCTS
Advertisement play a crucial role in promoting cosmetic products by
creating brand awareness, highlighting product benefits, and
influencing consumer preferences. They often use visuals and
messaging to convey beauty ideals, fostering a desire for the featured
products. Effective advertising can enhance a brands image, driving
sales and shaping perceptions in the competitive cosmetic industry.

 Creating Awareness : Advertisements introduce new products

or brands to consumers, building awareness and recognition in a
competitive market.
 Highlighting benefits : They showcase the specific benefits
and features of cosmetic products, emphasizing what sets them
apart and why consumers should choose them.
 Building Brand Image : Advertisements contribute to shaping
the brand image, helping establish a positive perception of the
cosmetic line, which can influence consumer preferences.
 Influencing consumer behavior : By using persuasive
messaging and visuals advertisements aim to influence consumer
behavior, encouraging them to try, buy, and incorporate the
products into their beauty routines.
 Setting Threads : Advertisements often reflect or set beauty
trends, influencing consumer preferences and shaping the
perception of what is considered fashionable or desirable.
 CHAPTER -4
DATA ANALYSIS AND INTERPRETATION

4.1 DEPARTMENTWISE CLASSIFICATION

TABLE 4.1

Table showing department wise classification

 NO. OF
RESPONSES RESPONDANTS PERCENTAGE
BCOM 39 43%
BBA 9 10%
BCA 9 10%
BA 8 9%
PG 7 8%
BT 3 3%
OTHERS 15 17%

TOTAL 90 100%

SOURCE: PRIMARY DATA

FIGURE.4.1

FIGURE SHOWING DEPARTMENTWISE CLASSIFICATION

 RESPONSES

3%
7%
BCOM
BBA
8% BCA
BA
PG
39% BT

9%

9%

Source: Table 4.1

INTERPRETATION:

This study shows that 39 % of respondents is under the department of

BCOM, 9% have BBA and BCA,8% have BA ,3% have BT ,7% are PG and
remaining are OTHERS.

4.2 TABLE SHOWING AGEWISE CLASSIFICATION

TABLE 4.2

Table showing age wise classification

NO. OF
RESPONSE RESPONDANTS PERCENTAGE
BELOW 18 NIL NIL
 18 -25 87 97%
26-35 3 3%
35-45 NIL NIL
ABOVE 45 NIL NIL
TOTAL 90 100%

SOURCE: PRIMARY DATA

FIGURE 4.2
Figure showing age wise classification
RESPONSES

3%

BELOW 18
18-25
26-35
35-45
ABOVE 45

87%

Source: Table 4.2

INTERPRETATION :

The study reveals that 87% of respondents are in between

18-25 age group, 3% are in between 26-35 age group

4.3 HOW DO OFTEN DO YOU BUY COSMETIC PRODUCTS ?

 TABLE 4.3
Table showing buying behavior of cosmetic products

NO.OF
RESPONSE RESPONDANTS PERCENTAGE
RARELY 59 66
FREQUENTLY 22 25%
VERY
FREQUENTLY 9 9%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.3
Figure showing buying behavior of cosmetic products

RESPONSES
9%

RARELY
25% FREQUENTLY
VERY FREQUENTLYT

66%

Source : Table 4.3

INTERPRETATION: The above mentioned data shows that 66% of

respondents purchases rarely and 25% purchases frequently.
4.3 WHICH FACTOR INFLUENSES YOU THE MOST WHILE
CHOOSING YOUR COSMETIC BRAND ?
 TABLE 4.4

Table showing the factors influence while using cosmetic products

PERCENTAG
RESPONSENSE NO. OF RESPONDANTS E
PEER GROUP 28 31%
FAMILY 14 16%
WORKPLACE NIL 0%
ADVERTISEMEN
T 48 53%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.4

Figure showing the factors influence while using cosmetic products

 Responses

31%
PEER GROUP
FAMILY
WORKPLACE
ADVERTISEMENT
53%

16%

Source: Table 4.4

INTERPRETATION : The study shows that 53% of respondents are

influenced by advertisement and 31%peer group and 16% belongs to
family.

4.5 DO QUALITY ADVERTISEMENTS CHANGE YOUR

PERCEPTION ABOUT THE PRODUCT ?
Table showing the advertisement quality among changing perception of
cosmetics

RESPONSE NO.OF PERCENTAG

S RESPONDENTS E
YES 29 33%
NO 12 13%
MAYBE 49 54%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.5

Figure showing the advertisement quality among changing perception

of cosmetics
 RESPONSES

33%
YES
NO
MAYBE
54%

13%

Source: Table 4.5

INTERPRETATION : The study shows that 33% of respondents purchase

cosmetics considering qualities and 13% do not considers quality,
remaining 54% belongs to Maybe.

4.6 WHAT IMAGES DO COSMETIC USERS PROJECT TO YOU ?

TABLE 4.6

Table showing images projected by the cosmetic users

 NO.OF PERCENTAG
RESPONSES RESPONDANTS E
STYLISH 21 24%
CONFIDENT 33 36%
GROOMED
PROFESSIONAL 14 15%
TRENDY 22 25%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.6

Figure showing images projected by the cosmetic users

 RESPONSES

25% 24%

STYLISH
CONFIDENT
GROOMED PROFESSIONAL
TRENDY

15%

36%

Source : Table 4.6

INTERPRETATION : Above data shows that 36% of the respondents

were choose CONFIDENT as a projected image and 24% is STYLISH , 25%
STYLISH and 15% is for GROOMED PROFESSIONAL

4.7 DO YOU BUY A COSMETIC PRODUCT AFTER WATCHING

ITS ADVERTISEMENTS ?
 TABLE 4.7
Table showing the buying behavior depends on advertisement

NO.OF
RESPONSES RESPONDENTS PERCENTAGE
YES 29 33%
NO 19 21%
MAYBE 42 46%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.7

Figure showing the buying behavior depends on advertisement

 RESPONSES

33%
YES
NO
46% MAYBE

21%

Source : Table 4.7

INTERPRETATION : It depicts that 33% of the respondents are

influenced by watching advertisements and 21% are not ,the 46% of the
respondents says that MAYBE.

4.8 WHAT TYPE OF COSMETIC PRODUCTS YOU PREFERRED TO

PURCHASE ?
 TABLE 4.8

Table showing preferred cosmetic product

NO.OF
RESPONSES PERCENTAGE
RESPONDENTS
AYURVEDIC 34 38%
CHEMICAL 7 7%
BOTH 49 55%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.8
Figure showing preferred cosmetic product
 RESPONSES

38% AYURVEDIC
CHEMICAL
BOTH
55%

7%

SOURCE: TABLE 4.8

INTERPRETATION : Above data shows that 38% of respondents prefer

ayurvedic and 7% of respondents prefer chemical and 55% prefer both
ayurvedic and chemical.

4.9 ACCORDING TO YOU WHAT KIND OF ADVERTISEMENT

HAS LONG LASTING IMPACT IN TERMS OF COSMETICS ?
 TABLE 4.9
Table showing long lasting impact of advertisement on cosmetic
products

NO.OF
RESPONSES PERCENTAGE
RESPONDENTS
TV
ADVERTISEMEN 12 13%
T
SOCIAL MEDIA 77 86%
POSTERS NIL 0%
RADIO 1 1%

TOTAL 90 100%

SOURCE: PRIMARY DATA

FIGURE 4.9
Figure showing long lasting impact of advertisement on cosmetic
products

RESPONSES
1%

13%

TV ADVERTISEMENT
SOCIAL MEDIA
POSTERS
RADIO

86%

Source: Table 4.9

INTERPRETATION : Above data shows that 13% people buy products on

the influence of TV advertisement and 86% social media and 1% are
influenced by radio.

4.10 WHAT DO YOU LOOK FIRST WHEN YOU BUY PRODUCT ?

TABLE 4.10
Table showing the first attraction

NO. OF
RESPONSE RESPONDANTS PERCENTAGE
PRICE 26 30%
PACKAGIN
G NIL 0%
BRAND 28 30%
FEATURES 36 40%
TOTAL 90 100%

SOURCE :PRIMARY DATA

FIGURE 4.10

Figure showing the first attraction

 RESPONSES

30%
PRICE
40% PACKAGING
BRAND
FEATURES

30%

Source: Table 4.10

INTERPRETATION : The above data shows that 40% of the respondents

prefer FEATURES and both PRICE & BRAND prefers 30%
4.11 WHAT MOTIVATES YOUR PURCHASING PROCESS IN
TERMS OF COSMETICS ?

TABLE 4.11

Table showing the motivating factor

NO. OF
RESPONSE RESPONDANTS PERCENTAGE
DISCOUNT 12 13%
LATEST TREND 13 15%
ADVERTISEMENT 5 6%
NEED FOR THE
PRODUCT 60 66%
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.11
Figure showing the motivating factor

RESPONSES

13%

DISCOUNT
15% LATEST TREND
ADVERTISEMENT
NEED FOR THE PRODUCT

6%
66%

Source : Table 4.11

INTERPRETATION : It shows that 66% of the respondents purchase

when they are NEEDY and 15% of them follows the TREND and 13% is
for discount and remaining 6% is for ADVERTISEMENT.
4.12 HOW MUCH YOU SPEND ON COSMETIC PRODUCTS
MONTHLY ?

TABLE 4.12
Table showing Spending habit

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
BELOW 500 59 66%
500-1000 23 25%
1000-1500 5 6%
1500-2000 3 3%
TOTAL 90 100%

SOURCE: PRIMARY DATA

 FIGURE 4.12
Figure showing Spending habit

RESPONSES

3%
6%

BELOW 500
500-1000
25% 1000-1500
1500-2000

66%

Source : Table 4.12

INTERPRETATION: Above data shows that the 66% of the respondents

prefer budget friendly products and 25% is between 500-1000, 6% is
1000-1500 and the remaining 3 % is 1500-2000.
4.13 FROM WHICH PLACE YOU PREFERRED TO PURCHASE
THE COSMETIC PRODUCTS ?

TABLE 4.13
Table showing the purchasing destination
NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
PERMANENT STORE 24 27%
SHOPPING MALL 10 11%
ONLINE
51 56%
PLATFORMS
MEDICAL SHOP 5 6%
TOTAL 90 100%

SOURCE: PRIMARY DATA

 FIGURE 4.13

Figure showing purchasing destination

RESPONSES

6%

27%
PERMANENT STORE
SHOPPING MALL
ONLINE PLATFORMS
MEDICAL SHOP

11%
56%

Source : Table 4.13

INTERPRETATION : It depicts that 56% of respondents raise their hand

for ONLINE PLATFORMS and 27% for PERMANENT STORE and 11% is
SHOPPING MALL and the remaining 6% prefer MEDICAL SHOP.
4.14 HOW FREQUENTLY YOU PURCHASE THE COSMETIC
PRODUCTS ?

TABLE 4.14
Table showing the event of purchases

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
DAILY 1 2%
WEEKLY 3 4%
MONTHLY 58 64%
YEARLY 28 30%
TOTAL 90 100%

SOURCE:PRIMARY DATA

FIGURE 4.14
 Figure showing the event of purchases

RESPONSES
2%

4%

30% DAILY
WEEKLY
MONTHLY
YEARLY

64%

Source : Table 4.14

INTERPRETATION : 64% of the respondents purchases on MONTHLY

basis, and30% are YEARLY basis, 4% is WEEKLY ,remaining 2% is DAILY
basis.
4.15 SINCE HOW LONG YOU BEEN USING COSMETIC
PRODUCTS ?

TABLE 4.15
Table showing Usage of Cosmetic product

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
LESS THAN 1 YEAR 32 35%
1-3 YEARS 21 24%
ABOVE 3 YEARS 14 16%
FROM THE AGE OF
23 25%
18
TOTAL 90 100%

SOURCE : PRIMARY DATA

FIGURE 4.15
 Figure showing Usage of Cosmetic product

RESPONSES

25%

35% LESS THAN 1 YEAR

1-3 YEARS
ABOVE 3 YEARS
FROM THE AGE OF 18

16%

24%

Source : Table 4.15

INTERPRETATION : 35% of the respondents using cosmetic products

LESS THAN 1 YEAR, 25% were FROM THE AGE OF 18, 24% of
respondents is 3-4 years and the 16% is ABOVE 3 YEARS.
4.16 DO YOU THINK EXPENSIVE COSMETIC PRODUCTS ARE
BETTER THAN CHEAPER PRODUCTS ?

TABLE 4.16
Table showing Quality of products
NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
YES 21 23%
NO 25 29%
MAYBE 44 48%
TOTAL 90 100%

SOURCE :PRIMARY DATA

 FIGURE 4.16
Figure showing Quality of products

RESPONSES

23%

YES
NO
48% MAYBE

29%

Source : Table 4.16

INTERPRETATION : 48% of the respondents vote for MAYBE and 29%

says NO, and the 23% is YES.
4.17 HOW MUCH DO YOU BELIEVE IN THE PROMISED EFFECTS
OF COSMETIC PRODUCTS ?

TABLE 4.17

Table showing the promised effects

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
VERY MUCH 5 6%
FAIRLY MUCH 15 17%
TO SOME EXTENT 47 51%
VERY LITTLE 23 26%
TOTAL 90 100%

SOURCE:PRIMARY DATA
 FIGURE 4.17
Figure showing the promised effects

RESPONSES

6%

26%
17%
VERY MUCH
FAIRLY MUCH
TO SOME EXTENT
VERY LITTLE

51%

Source : Table 4.17

INTERPRETATION : 51% of the respondents says that the promised

effects are limit to some extent and 26% is very little,17% is fairly much
and the remaining 6% is very much.
4.18 YOU EVER PURCHASED A PRODUCT PRIMARILY
BECAUSE YOU LIKED ITS PACKAGING ?

TABLE 4.18
Table showing the packaging effect
NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
YES 11 13%
NO 54 59%
MAYBE 25 28%
TOTAL 90 100%

SOURCE : PRIMARY DATA

 FIGURE 4.18
Figure showing the packaging effect

RESPONSES

13%

28%

YES
NO
MAYBE

59%

Source : Table 4.18

INTERPRETATION : 59% of the respondents raise their hands for NO

and 28% for MAYBE and the 13% is YES.
4.19 HOW OFTEN DOES THE PACKAGING OF A PRODUCT
CATCH YOUR EYE WHEN SHOPPING ?

TABLE 4.19
Table showing the packaging attraction

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
RARELY 36 41%
OCCASIONALLY 26 28%
OFTEN 22 24%
ALWAYS 6 7%
TOTAL 90 100%

SOURCE : PRIMARY DATA

 FIGURE 4.19
Figure showing the packaging attraction

RESPONSES
7%

RARELY
24%
41% OCCASIONALLY
OFTEN
ALWAYS

28%

Source : Table 4.19

INTERPRETATION : 41% of the respondents are RARELY,28% are

OCCASIONALLY,24% are OFTEN and the 7% are ALWAYS.
4.20 TO WHAT EXTENT DOES ATTRACTIVE PACKAGING
AFFECT YOUR DECISION TO TRY A NEW PRODUCT ?

TABLE 4.20
Table showing the switching of product
NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
NOT AT ALL 33 37%
SLIGHTLY 37 41%
MODERATELY 15 16%
SIGNIFICANTLY 5 6%
TOTAL 90 100%

SOURCE : PRIMARY DATA

 FIGURE 4.20
Figure showing the switching of product

RESPONSES

6%

16%
NOT AT ALL
37% SLIGHTLY
MODERATELY
SIGNIFICANTLY

41%

Source : Table 4.20

INTERPRETATION: Above data shows that 41% of respondents are

SLIGHTLY,37% are NOT AT ALL, 16% are MODERATELY and the 6% are
SIGNIFICANTLY.
4.21 HAVE YOU EVER RECOMMEND A PRODUCT TO
SOMEONE SOLELY BECAUSE YOU LIKE IT ?

TABLE 4.21
Table showing the advise level of product
NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
YES 72 80%
NO 18 20%
TOTAL 90 100%

SOURCE:PRIMARY DATA
 FIGURE 4.21

Figure showing the advise level of product

RESPONSE

20%

YES
NO

80%

Source : Table 4.21

INTERPRETATION : 80% of the respondents vote for YES and the

remaining 20% are NO.
4.22 WHAT IS THE PURPOSE OF USING COSMETIC PRODUCTS ?
TABLE 4.22
Table showing the purpose of the product

NO. OF
RESPONSE PERCENTAGE
RESPONDANTS
FACIAL CARE 60 66%
OCCUPATIONAL
7 8%
REQUIREMENT
YOUNG LOOKS 8 9%
BEING FASHINOBLE 15 17%
TOTAL 90 100%

SOURCE : PRIMARY DATA

 FIGURE 4.23
Figure showing the purpose of the product

RESPONSES

17%

FACIAL CARE
9% OCCUPATIONAL REQUIREMENT
YOUNG LOOKS
BEING FASHINOBLE

8%
66%

Source : Table 4.23

INTERPRETATION :Above data shows that 66% of the respondents are

using cosmetic products for the FACIAL CARE, 17% for BEING
FASHINOBLE,9%for YOUNG LOOKS and the 8% for OCCUPATIONAL
REQUIREMENT.
 CHAPTER-5
SUMMARY OF FINDINGS, SUGGESTIONS
AND CONCLUSIONS
5.1 FINDINGS
 The study shows that 39% of respondents is under the
department of BCOM, 9%have BBA and BCA,8% have BA,3%
have BT,7% are PG and remaining are OTHERS.
 The study reveals that 87% of respondents are in between 18-25
group,3% are in between 26-35 age group
 66% of respondents purchases RARELY and 25% purchases
FREQUENTLY.
 53% of respondents are influenced by ADVERTISEMENT and
31% PEER GROUP and 16% belongs to FAMILY.
 33% of respondents purchase cosmetics considering qualities
and 13% do not considers quality, remaining 54% belong to
MAYBE.
 36% Of respondents are CONFIDENT ,24% are STYLISH,25% are
TRENDY, and the 15% are GROOMED PROFESSIONAL.
 46% of the respondents buying behavior is depends on
Advertisement.
 55% of the respondents prefer both the Ayurvedic and Chemical
cosmetic products.
 86% of the respondents says that advertisement plays a major
role in buying behavior.
 40% of the respondents purchases product basis of its
FEATURES.
 66% of the respondents buy products when they are NEEDY.
 66% of respondents are budget friendly.
 56% are purchasing from the ONLINE PLATFORMS.
 64% of respondents are buying products on a MONTHLY basis.
 35% of respondents were using cosmetic products LESS THAN 1
YEAR and 25% are from the AGE OF 18.
 51% of the respondents vote for the promised efeect of the
product as TO SOME EXTENT.
 41% of the respondents were purchasing cosmetic products
RARELY.
 41% of the respondents says that packaging is SLIGHTLY attract a
new product.
 80% of the respondents were prefer the product to someone
 66% of the respondents were using cosmetic products for
FACIAL CARE and 17% for BEING FASHIONOBLE ,remaining for
YOUNG LOOK and OCCUPATIONAL REQUIREMENT.
5.2 SUGGESTIONS
* Many of the cosmetics advertisements contain the message that a
person who uses cosmetics will attract the opposite gender. But
according to the study cosmetics are used by the consumers for
freshness, neatness and perfect look in the presence of others and not
to attract the opposite gender. Hence the consumers can gather
information from reliable source in addition with cosmetics
advertisement, because some of the cosmetics advertisement are not
reliable.

* India is rich in social values. Cosmetics advertisements especially

perfume and shaving cream degrade the value of Indian women and
their relationship. Hence cosmetics advertisers can keep in mind the
social values at the time of preparing advertisement copy.

* Advertising Standard Council of India (ASCI) can vigilantly in monitor

particular perfume and shaving cream advertisements, because most of
the advertisements are obscene leading to the erosion of moral values.

5.3 CONCLUSION
In conclusion, the examination of cosmetic product advertisements
reveals a nuanced interplay between visual appeal, messaging, and
brand reputation. Consumers are highly influenced by these factors,
shaping their perceptions and purchasing decisions. The study
underscores the importance of responsible advertising practices within
the cosmetic industry, emphasizing the need for transparency and
authenticity to establish consumer trust. As cosmetic brands navigate
this landscape, a strategic balance between aesthetics and ethical
communication emerges as crucial for long-term success in a
competitive market.

Indian Market is highly potential ,especially to cosmetic sector. India

being rich in herbal plant production, domestic companies may resort
to the utilization of natural herbal inputs to capture the market
presently dominated by MNCs ,who mostly produce chemical based
cosmetics. Due to Change in Lifestyle along with the increased standard
of living, people nowadays are going for the usage of cosmetics,
irrespective of gender, age, income, region and so on.

Every Person, be it a male or Female have their own personal taste and
esthetic values and self-esteem. Therefore they prefer to use
cosmetics. This could be better exploited by the cosmetic market which
is yet to be tapped.
BIBLIOGRAPHY
REFERENCE
1) Appell levis and Appell Louis 1997,” the formulation and
preparation of cosmetics fragrance and flavours”. United Books
and Periodicals, Bombay.
2) Chawla Deepak and Sandhi Neena 2011,’Research Methodology
Concepts and Cases “, Vikas Publishing House Private L.t.d, Noida
3) Chawlwalal, Reddy and Appannaihh 2010, “Advertising and
Marketing Research”, Himalaya Publishing House, Mumbai.
4) Duncan Tom 2008,”Principles of Advertising and IMC “,TATA MC
Graw-Hill publishers and distributors ,New Delhi.
5) Gupta S.L. and Ratna V.V 2002,”Advertising and sales Promotion
Management”, Sultan Chand & Sons, new delhi.
6) Gupta S.P 2006, “Statistical Methods“, Sultan Chand &Sons ,New
Delhi.
7) Jefkins Frank (2010),”Advertising “,Pearson Education
Limited,England.
 APPENDIX

1)EMAIL* -

2)NAME * -
3)DEPARTMENT *

BCOM

BBA

BCA

PG

BT

OTHERS

4)AGE *

BELOW 18

18-25

26-35

35-45

ABOVE 45

5)How do often do you buy cosmetic products ?

Rarely

Frequently
 Very frequently

6)Which factor influences you the most while choosing your cosmetic
brand ?

Peer group

Family

Workplace

Advertisement

7) Do quality advertisements change your perception about the

product ?

Yes

No

Maybe

8) What images do cosmetic users project to you ?

Stylish

Confident

Groomed professional

Trendy

9)Do you buy a cosmetic product after watching its

advertisements ?

Yes
 No

Maybe

10)What type of cosmetic products you preferred to purchase ?

Ayurvedic

Chemical

Both

11)According to you what kind of advertisement has long lasting

impact in terms of cosmetics ?

TV Advertisement

Social media

Posters

Radio

12) What do you look first when you buy a product ?

Price

Packaging

Brand
 Features

13) What motivates your purchasing process in terms of cosmetics ?

Discount

Latest Trend

Advertisement

Need for the product

14) How much you spend on cosmetic products monthly ?

Below 500

500-1000

1000-1500

1500-2000

15) From which place you preferred to purchase the cosmetic

products ?

Permanent store

Shopping mall

Online Platforms
 Medical Shop

16) How frequently you purchase the cosmetic products ?

Daily

Weekly

Monthly

Yearly

17) Since how long you been using cosmetic products?

Less than 1 Year

1-3 Years

Above 3 Years

From the age of 18

18) Do you think expensive cosmetic products are better than

cheaper products ?

Yes

No

Maybe
19) How much do you believe in the promised effects of cosmetic
products ?

Very Much

Fairly Much

To Some extent

Very Little

20) Have you ever purchased a product primarily because you liked
its packaging ?

Yes

No

Maybe

21) How often does the packaging of a product catch your eye when
shopping ?

Rarely

Occasionally

Often

Always
22) To what extent does attractive packaging affect your decision to
try a new product ?

Not at All

Slightly

Moderately

Significantly

23) Have you ever recommend a product to someone solely because

you like it ?

Yes

No

24) What is the purpose of using cosmetic products ?

Facial Care

Occupational Requirement

Young Looks

Being fashionable