A PROJECT REPORT ON

LOREAL PARISS CONSUMER PROSPECTIVE

[BRAND AWARNESS AND BRAND PERCEPTION]

SUBMITTED IN PARTIAL FULFILMENT

OF THE REQUIREMENT
FOR MASTER OF COMMERCE (M.COM)
ACCOUNTANCY GROUP
SEMESTER- III
IN THE SUBJECT RESEARCH METHODOLOGY
TO
UNIVERSITY OF MUMBAI
BY
SAMPADA DEEPAK SHELAR
ROLL NO. 16A241
2016-2017
UNDER THE GUIDANCE OF
PROF. DR. SUJATA KARMARKAR
CHETANAS H. S. COLLEGE OF COMMERCE & ECONOMICS

& SMT KUSUMTAI CHAUDHARI COLLEGE OF ARTS BANDRA

(EAST), MUMBAI 400 051

DECLARATION
I, Sampada Shelar, Student Of Master Of Commerce (M.COM)
Accountancy Group Semester-III, Roll No. 16A241 Of Chetanas H. S.
College Of Commerce & Economics & Smt. K. C. College. Of Arts,
(CHETANAS

M.COM

CENTRE)

Bandra (East),

Mumbai-400051,

Hereby Declare That I Have Completed The Project On LOREAL

PARISS- CONSUMER PROSPECTIVE In

The

Subject

Research

Methodology For The Academic Year 2016-2017

____________________________
SAMPADA DEEPAK SHELAR

DATE: 28 SEPTEMBER, 2016

2

CERTIFICATE
I, PROF. DR. SUJATA KARMARKAR Hereby Certify That Sampada
Deepak

Shelar, Roll.

No.

16A241

Of

M.Com.

Semester-III

Of

Chetanas M.Com Centre, Has Successfully Completed Project Project

On LOREAL PARISS- CONSUMER PROSPECTIVE In The Subject
Research Methodology For The Academic Year 2016-17

________________

_________________

Internal Guide

External Guide

________________
Coordinator

__________________
Principal
3

ACKNOWLEDGEMENT
At This Juncture, I Would Like To Express My Sincere Gratitude To Those
Who Have Helped Me Directly Or Indirectly During This Project. My
Sincere Thanks To PROF. DR. SUJATA KARMARKAR For Her Whole
Hearted Support, Constructive Advice And Practical Guidance. I Would
Also Like To Thank The College Library For The Reference Material And
Information Used.

_________________________
SAMPADA DEEPAK SHELAR

INDEX
SR.NO

CONTENT

PAGE NO.

INTRODUCTION
The average person is exposed to 2500 advertising messages per day through various media
channels such as billboards, magazines and newspapers, television, radio, online etc. As
human beings, we have a limited amount of storage space in which we retain these brands
and it is therefore very important for the future success of brands that the people in charge of
managing them are aware of who the target audience is, what it is in their lives that they want
brands to fulfil, and how the current image, perception or attitude of YOUR brand compares
to that of your competitors brands.
Nowadays, a successful brand can be a determining factor in whether or not a business is
successful (Haig, 2004). The process of branding involves creating and managing an identity
for your brand through which a clear message is expressed. It is important that the values and
images associated with the brand are clearly identified by the organization, regularly
checked to determine whether they are (still) relevant and consistently portrayed at every
touch point with the consumer. It is vital that the manufacturers / marketers of the brand
understand what the consumers wants and needs are and that they are able to anticipate what
they will be in the future. Smart organizations understand how important it is to create an
emotional link between brands and consumers, and even form relationships with them, in
order to create a situation of

loyal consumers rather than just satisfied consumers. The

purpose of this research report is to perform a brand audit in order to measure the brand
image of the corporate LOral brand.
This will / should prove to be valuable information for LOral as it will inform them as to
whether or not their current brand positioning is aligned with what the consumer desires, and
through uncovering the current brand image profile, LOral will be aware of whether or not
action is needed in order to improve the image.

COMPANY PROFILE
The L'Oral Group is a French cosmetics and beauty company, headquartered in Clichy,
Hauts-de-Seine, France. It is the world's largest cosmetics company, and has a registered
office in Paris It has developed activities in the field of cosmetics, concentrating on hair
colour, skin care,sun protection, make-up, perfumes and hair care, the company is active
in the dermatological, tissue engineering and pharmaceutical fields and is the
top nanotechnology patent-holder in the United States.
LOREAL IN INDIA
L'Oral, the world leader in cosmetics, is synonymous with beauty, innovation and scientific
excellence in more than 130 countries.
In India, they employ over 1,000 people across six sites including: four regional offices, a
factory in Chakan, Pune and their headquarters in Mumbai. Our continuous commitment to
research and development ensures we continue to deliver innovative, safe, high quality
products to Indians.
Success starts with the people. Most people of LOreal Paris are precious asset - respect for
people, their ideas and differences, is the only path to sustainable long-term growth. That's
why they value individual talent over process and structure.
They embrace responsibility to their employees, their consumers, their environment and the
communities in which they operate.
In India, Lorel Pasir has encouraged scientific education for women through their
Scholarship programme For Young Women in Science in association with their global
partners - UNESCO. Our programme Hairdressers Against AIDS fights against ignorance
about AIDS by training a network of hairdressers about AIDS prevention so they can pass the
message on to the public. Beautiful Beginnings provides training in beauty services to
underprivileged women.

PRODUCTS OFFERED BY LOreal Paris

In India, LOreal Paris offer variety of products which includes

Skin care
Make up
Hair color
Hair care

BRAND AMBASADOR IN INDIA

Talent, style, passion, commitment. LOral Paris has chosen spokesmodels that inspire
women and men the world over.

Indian models who have been Brand ambassador of L'Oral Paris are:

Aishwarya Rai Bachan

Freida Pinto
Sonam Kapoor
Katrina Kaif

REVIEW OF LITERATURE
Hanna Bornmark, Kristianstad University
According to theory, consumer choose a brand they recognize, before an unfamiliar brand. If
the consumer do not choose according to theories, what are the factors that have a greater
effect on the buying behaviour?
There is not much research about the effect of brand awareness on brand choice, which is
why this subject was investigated. One of the purpose of this dissertation was to do a research
about brand awareness, to see to what extent it matters when purchasing the first time in an
unfamiliar environment. One of the objectives was to determine if there were any differences
in buying behaviour between the choosen cultures. The research group was limited to the
students from China, India and Iran at Kristianad University. Due to the low number of
participants from India, we had to exclude them from our analysis.
The research questions were important since they structured the problem that was to be
answered and made it easier to limit the scope of the dissertation. The questionnaire that was
handed out reflected our research questions. This made it possible to observe which product
the students recognized most and which product recognized the least.
The conclusion of the dissertation was that all investigated factors had some importance for
choice of brand, while quality had a greater effect on brand choice than brand awareness.
Further, there was no difference in buying behaviour between the cultures. Finally, it was not
possible to state any difference in buying behaviour the first time compared to today.

NEED OF STUDY

A brand awareness and Brand perception survey was needed because of following reasons:

To know the consumer perception toward LOreal Paris.

To know how does consumer feel about the products of LOreal Paris?

To know awareness of LOreal Paris brand amongst respondents.

To know how the sales can be boosted.

To know how to create brand equity of LOreal Paris.

To know effectiveness of advertisement on creating Brand image.

To know if the brand is adding value to products or not.

To know if the cost of LOreal Paris is reasonable or not.

To know if people are aware of brand ambassadors of LOreal Paris or not.

To know the satisfaction level of consumers for LOreal Paris.

To compare the brand with other brands.

To know which product is most popular amongst users.

10

RESEARCH METHODOLOGY:
Research refers to search of knowledge. The pattern in which a research is carried out to
arrive at a conclusion or to final new relationship within a particular framework is called
research methodology. Research methodology also refers to the various sequences, steps to be
adopted by a researcher to study a problem with certain objectives in view.
RESEARCH DESIGN
Research design is the framework or plan for a study that guides the collection and
analysis of the data. It is a map or blue print according to which research is to be conducted.
The research design is given below,
Following steps are undertaken to conduct this research:1. Selection of the subject.
2. Objectives of the study.
3. Collection of data.
4. Analyzing the data.
5. Title of the project.
TYPE OF DATA COLLECTED:There are two types of data used. They are primary and secondary data. Primary data is
defined as data that is collected from original sources for a specific purpose. Secondary data
is data collected from indirect sources. These include books, the internet, company brochures,
product brochures, the company website, competitors websites etc, newspaper articles etc.
The data is like heart of all types of research. This collection of data depends
upon the purpose for which the data is required .it is considered to be very important steps as
it is the basis of foundation of investigation.

11

A) PRIMARY DATA:- It is the data collected by a person for his own use obtained from
the findings. This is considered to be the first hand information. These are those data
which are collected by us to meet our own specific purpose.
The methods which are adopted for collecting primary data for the purpose of this project
report are as follows:-

I Data Through QuestionnaireA questionnaire has been prepared and filled by the female customer who uses
products of LOreal by doing market survey.

II Personal Interviews:A direct personal interview of several users has been taken. Their views were taken
regarding the quality of the products which satisfy them by fulfilling there requirements.
Other methods which are adopted for collecting primary data to complete this project report
are Direct personal observation , and ,
Indirect oral investigation.
B) SECONDARY DATA:It is the data which is collected by some other person or the organization itself for
their own use, but, this type of data/information can also be used by the researchers for his
use as second hand information.
Sources through which secondary data for this project report are collected by
journals, magazines and internet.
After gathering all the required information I decided to go in for this project as
this project would give me the practical experience and also provide me with an opportunity
to work on a subject of my interest.

12

13

DATA ANALYSIS AND INTERPRETATION

TABLE NO. .1TABLE SHOWING THE OCCUPATION PROPORTION OF
THE RESPONDENTS

PARTICULARS
GOVERNMENT EMPLOYEE
PRIVATE EMPLOYEE
SELF EMPLOYEE
STUDENTS
OTHERS
TOTAL

RESPONDENTS
1
1
4
41
3
50

PERCENTAGE
2
2
8
82
6
100

TABLE NO. .1CHART SHOWING THE OCCUPATION PROPORTION OF

THE RESPONDENTS

6% 2% 2%

8%

GOVERNMENT EMPLOYEE

PRIVATE EMPLOYEE

STUDENTS

OTHERS

SELF EMPLOYEE

82%

INFERENCE: It is inferred that 82% people who responded for the

questionnaire are students.

14

TABLE NO. .2
TABLE SHOWING THE GENDER PROPORTION OF THE RESPONDENTS

PARTICULARS
MALE
FEMALE
TOTAL

RESPONDENTS
8
42
50

PERCENTAGE
16%
84%
100

CHART NO.2
CHART SHOWING THE GENDER PROPORTION OF THE
RESPONDENTS

16%

Male

Female

84%

INFERENCE: The chart denotes 84% of respondents who answered the questionnaire are
female.

15

TABLE NO. 3
TABLE SHOWING THE INCOME LEVEL OF THE RESPONDENT

PARTICULARS
Rs.10,000- Rs.20,000
Rs.21,000-Rs.30,000
Rs.30,000 ABOVE
NIL
TOTAL

RESPONDENTS
6
4
2
38
50

PERCENTAGE
12%
8%
4%
76%
100

CHART NO.3
CHART SHOWING THE INCOME LEVEL OF THE RESPONDENTS
80%
70%
60%
50%
40%

76%

30%
20%
12%

8%

4%

Rs

10
00
020
00
0
RS
21
00
030
00
0
Rs
30
00
0
ab
ov
e

0%

il

10%

Percentage of respondents

INFERENCE: It shows that 76% of respondents income level falls Nil because the
research was performed amongst students.

16

TABLE NO. 4
TABLE SHOWING THE NO OF RESPONDENTS WHO ARE AWARE OF
LOREAL PARIS

PARTICULARS

RESPONDENTS

PERCENTAGE

YES
NO

48
2

96%
4%

TOTAL

50

100

CHART NO. 4
CHART SHOWING THE RESPONDENTS AWARE OF LOREAL PARIS

4%

Yes

No

96%

INFERENCE: It shows that 96% of respondents are aware of LOreal Paris.

TABLE NO. 5
17

TABLE SHOWING CONSUMERS BUYING ASPECT OF LOREAL

PARISS PRODUCTS
PARTICULARS

RESPONDENTS

PERCENTAGE

PRICE
QUALITY
PACKAGING
FRAGRANCE
BRAND IMAGE
TOTAL

1
29
1
6
13
50

2%
58%
2%
12%
26%
100

CHART NO.5
CHART SHOWING CONSUMERS BUYING ASPECT OF LOREAL
PARISS PRODUCTS
70%
60%
50%
40%
30%

58%

Percentage of Respondents
20%

26%

10%

Pa
ck
ag
in
g
Fr
ag
ra
nc
e
Br
an
d
Im
ag
e

2%
Q
ua
lit
y

Pr
ic
e

0%

12%
2%

INFERENCE: It is observed that customers prefer purchasing LOreal Paris for its quality.

18

TABLE NO.6
TABLE SHOWING CUSTOMERS 1st PREFERENCE TOWARDS
LOREAL PARISS

PARTICULARS

RESPONDENTS

PERCENTAGE

1
25
21
1
2
50

2%
50%
42%
2%
4%
100

STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISSAGREE
TOTAL

CHART NO.6
CHART SHOWING CUSTOMERS 1st PREFERENCE TOWARDS LOREAL
PARISS
60%
50%
40%
30%
50%
Percentage of Respondents

42%

20%
10%

D
is
ag
re
e

4%

St
ro
ng
ly

St
ro
ng
ly

2%
eu
tr
al

2%

Ag
re
e

0%

INFERENCE It is inferred that only 12% of respondents strongly agree LOreal Paris is their
1st preference.

19

TABLE NO. 7
TABLE SHOWS HOW RESPONDENTS CAME TO KNOW ABOUT
LOREAL PARISS

PARTICULARS

RESPONDENTS

PERCENTAGE

39

78%

12%

4%

2%

2%

50

100

ADVERTISEMENT
FRIENDS
INTERNET
WORD OF MOUTH
INFLUENCE
MAGAZINE
TOTAL

CHART NO. 7
CHART SHOWS HOW RESPONDENTS CAME TO KNOW ABOUT
LOREAL PARISS
90%
80%
70%
60%
50%
40%
30%
20%
2%

2%
E

ET
IN

TE
RN

4%

IN

12%

0%

M
AG
AZ

10%

AD
VE
RT
IS
EM
EN

Percentage of respondents

78%

20

INFERENCE It is found that LOreal Paris influenced 78% of its customers through
advertisements.

21

TABLE NO.8
TABLE SHOWING WHICH IS THE BEST PRODUCT OF LOREAL PARIS
PARTICULARS
SKIN CARE
MAKE UP
HAIR COLOUR
HAIR CARE
TOTAL

RESPONDENTS
4
11
7
28
50

PERCENTAGE
8%
22%
14%
56%
100

CHART NO. 8
CHART SHOWING WHICH IS THE BEST PRODUCT OF LOREAL PARIS
900%
800%
700%
600%
500%
400%
Percentage of Respondents

300%
200%
100%
22%

CA
RE
H
AI
R

R
CO
LO
U

H
AI
R

U
M
AK
E

CA
RE
SK
IN

56%

14%

8%

0%

INFERENCE: It is found that 56% of customers like Hair care products of LOreal Paris.

22

TABLE NO.9
TABLE SHOWING WHETHER LOREAL PARIS IS COSTLY?

PARTICULARS

RESPONDENTS

PERCENTAGE

45

90%

10%

50

100

YES
NO

TOTAL

CHART NO. 9
CHART SHOWING WHETHER LOREAL PARIS IS COSTLY?

10%

YES
NO

90%

INFERENCE: It denotes that 90% of respondents feel LOreal Paris is costly.

23

TABLE NO. 10
TABLE SHOWING CUSTOMERS OPION TOWARDS LOREAL PARISS
ADVERTISEMENT

PARTICULARS

RESPONDENTS

PERCENTAGE

18%

36

72%

10%

0%

0%

50

100

EXCELLENT
GOOD
FAIR
BAD
WORST

TOTAL

CHART NO. 10
CHART SHOWING CUSTOMERS OPION TOWARDS LOREAL PARISS
ADVERTISEMENT

10%

18%

EXCELLENT
GOOD
FAIR
BAD
WORST

72%

24

INFERENCE: It is inferred that 72% of respondents feel the advertisement is good.

TABLE NO.11
TABLE SHOWING THE CUSTOMERS PURCHASING PATTERN OF
LOREAL PARIS

PARTICULARS

RESPONDENTS

PERCENTAGE

6%

13

26%

25

50%

14%

4%

135

100

VERY OFTEN
REGULAR
SOMETIMES
OCCASIONALLY
NEVER BUY

TOTAL

CHART NO. 11
CHART SHOWING THE CUSTOMERS PURCHASING PATTERN OF
LOREAL PARIS
60%
50%
40%
30%
50%
26%

10%

14%

6%

Y
N

EV
ER

BU

AL
LY
IO
N

O
CC
AS

SO
M
ET
IM
ES

LA
R

2%
RE
G
U

O
FT
EN

0%

VE
RY

No. of respondents

20%

Consumer buying pattren

25

INFERENCE:The chart denotes 50% of the respondents purchase LOreal Paris only
sometimes.

26

TABLE NO.12
TABLE SHOWING THE AVAILIBILITY OF LOREAL PARIS IN ALL
OUTLETS

PARTICULARS

RESPONDENTS

PERCENTAGE

YES
NO

32
18

64%
36%

TOTAL

50

100

CHART NO. 12
CHART SHOWING THE AVAILIBILITY OF LOREAL PARIS IN ALL
OUTLETS

36%

YES
NO
64%

INFERENCE: It is inferred that the majority of respondents say LOreal Paris is available in
all outlets.

27

TABLE NO. 13
TABLE SHOWING PROPOTIONATE OF RESONDENTS AWARE OF
LOREAL PARIS BRAND AMBASSADOR

PARTICULARS
AISHWARIYA RAI
SONAM KAPOOR

RESPONDENTS
26
16

PERCENTAGE
52%
32%

KATRINA KAIF

12%

UNAWARE

4%

TOTAL

50

100

CHART NO. 13
CHART SHOWING PROPOTIONATE OF RESONDENTS AWARE OF
LOREAL PARIS BRAND AMBASSADOR

Chart Title
4%
12%
AISHWARYA RAI
SONAM KAPOOR
KATRINA KAIF
52%

UNAWARE

32%

INFERENCE: It is observed that 52% of respondents are aware of the ambassador Aiswarya
Rai, 32% are aware of Sonam Kapoor as an ambassador and only 12 % knows about Katrina
Kaif, The new ambassador of LOreal Pariis.

28

TABLE NO.14
TABLE SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF
MENS PRODUCT

PARTICULARS

RESPONDENTS

YES
NO
TOTAL

18
32
50

PERCENTAGE
36%
64%
100

CHART NO.14
CHART SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF
MENS PRODUCT

Chart Title

36%

YES
NO

64%

INFERENCE: It is inferred that only 36 % of respondents are aware of mens product.

29

TABLE NO.15
TABLE SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS

PARTICULARS

RESPONDENTS

PERCENTAGE

HIGHLY SATISFIED
SATISFIED
NEUTRAL

4
29
14

8%
58%
28%

DISSATISFIED
HIGHLY DISSATISFIED
TOTAL

2
1
50

4%
2%
100

CHART NO.15
CHART SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS

HIGHLY DISSATISFIED

DISSATISFIED

2%

4%

NEUTRAL

28%

SATISFIED

HIGHLY SATISFIED
0%

58%

8%
10%

20%

30%

40%

50%

60%

70%

INFERENCE:It is observed that the satisfactory level of 58% majority respondents is

satisfied.

30

TABLE NO. 16
TABLE SHOWING THE PRCE COMPARISON OF LOREAL PARIS WITH
OTHER PRODUCTS

PARTICULARS

RESPONDENTS

PERCENTAGE

VERY HIGH

10%

HIGH

34

68%

SAME

18%

LOW
VERY LOW

2
0

4%
0%

TOTAL

50

100

CHART NO.16
CHART SHOWING THE PRCE COMPARISON OF LOREAL PARIS WITH
OTHER PRODUCTS
80%
70%
60%
50%
40%
68%

30%
20%
10%

18%

10%

4%

0%
VERY HIGH

HIGH

SAME

LOW

0%
VERY LOW

INFERENCE: The chart denotes 68% of the respondents feel the price of LOreal Paris in
high

31

TABLE NO. 17
TABLE SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER
MONTH

PARTICULARS

RESPONDENTS

PERCENTAGE

2%

27

54%

14

28%

16%

50

100

ABOVE Rs.50
Rs.150-Rs.300
Rs.300-Rs.500
ABOVE Rs.500
TOTAL
CHART NO.17
CHART SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER
MONTH
54%

60%
50%
40%

28%
30%
16%

20%
10%

2%

AB
OV
E

Rs

50
0

50
0
30
0Rs

30
0
Rs

15
0Rs
Rs

Rs

50

0%
AB
OV
E

Percentage of respondents

32

INFERENCE: It is found that only 16% of respondents budget is above 500.

TABLE NO. 18
TABLE SHOWING ATTRIBUTES WHICH COMES IN THE MIND OF
RESPONDENTS WHEN THEY HEAR OF LOREAL PARIS.
PARTICULAR
QUALITY
BRAND
COST
SERVICE
FRAGRANCE
TOTAL

RESPONDENTS
22
23
2
2
1
50

PERCENTAGE
44%
46%
4%
4%
2%
100

CHART NO. 18
SHOWING ATTRIBUTES WHICH COMES IN THE MIND OF
RESPONDENTS WHEN THEY HEAR OF LOREAL PARIS.
50%
45%
40%
35%
30%
44%

46%

15%
10%
4%

2%

SE
RV
IC
E
FR
AG
RA
N
CE

4%
BR
AN

Q
U

AL
IT
Y

5%
0%

CO
ST

Percentage of respondents

25%
20%

Attributes

INFERENCE- It is inferred 46% people think of brand and 44% think of Quality when they
talk about LOreal Paris.

33

TABLE NO. 19
TABLE SHOWING IF LOREAL PARIS IS LEADER IN INDUSTRY OR
NOT.

PARTICULAR
YES
NO
TOTAL

RESPONDENTS
28
22
50

PERCENTAGE
56%
44%
100

CHART NO. 19
CHART SHOWING IF LOREAL PARIS IS LEADER IN INDUSTRY OR
NOT.

Chart Title

YES
NO

44%
56%

INFERENCE- It is found that 56% people thinks that LOreal Paris is leader of industry. And
44% thinks following is leader:
Oriflame

Garniers

Ponds

Avon

Matrix

Sunsilk

Lakme

Pantene

TABLE NO. 20
34

TABLE SHOWING IF CUSTOMERS WILL SWITCH OVER IN CASE OF

RISE IN PRICE OF LOREAL PARIS

PARTICULAR
YES
NO
TOTAL

RESPONDENTS
25
25
50

PERCENTAGE
50%
50%
100

CHART NO. 20
CHART SHOWING IF CUSTOMERS WILL SWITCH OVER IN CASE OF
RISE IN PRICE OF LOREAL PARIS

50%

50%

YES
NO

INFERENCE: It is found that 50% of people will switch to other brand if prices of LOreal
Paris rises and 50% will not switch.

35

TABLE NO. 21
TABLE SHOWING CUSTOMERS INFLUENCING OTHER PEOPLE TO
BUY LOREAL PARIS

PARTICULAR
YES
NO
TOTAL

RESPONDENTS
40
10
50

PERCENTAGE
80%
20%
100

CHART NO.21
CHART SHOWING CUSTOMERS INFLUENCING OTHER PEOPLE TO
BUY LOREAL PARIS

Chart Title

20%

YES
NO

80%

INFERENCE: It is found that 80% of respondents would like to recommend LOreal Paris to
their friends and relatives.

36

FINDINGS
It is inferred from these charts and tables that:
82% people who responded for the questionnaire are students.
84% of respondents who answered the questionnaire are female.
76% of respondents income level falls Nil because the research was performed

amongst students.
96% of respondents are aware of LOreal Paris.
Customers prefer purchasing LOreal Paris for its quality.
Only 12% of respondents strongly agree LOreal Paris is their 1st preference.
LOreal Paris influenced 78% of its customers through advertisements.
56% of customers like Hair care products of LOreal Paris.
90% of respondents feel LOreal Paris is costly.
72% of respondents feel the advertisement is good.
50% of the respondents purchase LOreal Paris only sometimes.
The majority of respondents say LOreal Paris is available in all outlets.
52% of respondents are aware of the ambassador Aiswarya Rai, 32% are aware of
Sonam Kapoor as an ambassador and only 12 % knows about Katrina Kaif, The new

ambassador of LOreal Pariis.

Only 36 % of respondents are aware of mens product.
The satisfactory level of 58% majority respondents is satisfied.
68% of the respondents feel the price of LOreal Paris in high
16% of respondents budget is above 500.
46% people think of brand and 44% think of Quality when they talk about LOreal

Paris.
98% Respondents have view that LOreal Paris is status oriented.
56% people thinks that LOreal Paris is leader of industry. And 44% thinks following
is leader: Oriflame, Garniers, Ponds, Avon, Matrix, Sunsilk, Lakme and Pantene
50% of people will switch to other brand if prices of LOreal Paris rises and 50% will
not switch.
80% of respondents would like to recommend LOreal Paris to their friends and
relatives.

CONCLUSION AND RECOMMENDATION

CONCLUSION
The various tests conducted on the data obtained from the implementation of the
questionnaire allowed me to understand the various drivers for purchasing personal care
37

products. I could identify that a high level of brand awareness is an important driver with
regard to influencing purchasing behaviour. A few analyses with regards to the desirability for
the brand indicated that there was a difference in the levels of desire according to ethnicity. It
was shown that the ethnic group which had the most desire for the brand also displayed the
most positive behaviour with regard to purchases (behaviour). Further tests were performed
which gave a clear indication that it is possible to see the effect that a favourable perception /
attitude of the corporate / product LOral brand has on influencing behavioural intention and
ultimately the end behaviour (purchases). In terms of identifying whether or not the current
value proposition of LOral is suited to the target audience, the overall impression of the
author is that it would be a strategically important move if LOral were to try to develop a
stronger emotional bond with their target audience, a well as to find ways in which to sell to
the consumer unique self-expressive benefits which can be gained when using LOral
branded products. The survey also revealed the weaker presence of LOral amongst the
black ethnic group. The author believes that this weakly tapped market could be a valuable
additional income stream for LOral if they were to develop actions to enhance the brand
imagery that this group associates with the LOral brand positively. These actions should
lead to long-term strategic and market-related benefits (e.g. market share) for LOral within
the target audience of this study.

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7.2 RECOMMENDATIONS
LOral Paris concentrate on marketing and communication efforts and adjust its advertising
accordingly, in order to reflect a more accepted brand imagery for the ethnic group with
respect to the LOral brand, through meeting the desires, social and self-expressive needs of
the this group more accurately. By identifying what it is that this segment values the most in
personal care products, the brand can adjust its value proposition accordingly in order to
increase its market share. By providing a superior value proposition, and meeting the
problems, desires and needs of the consumer more appropriately, the brand can head towards
enhancing and improving the customer satisfaction and loyalty metrics. The survey did give
an indication that the respondents valued functional and emotional benefits the most when
using LOral products, but it is important for the organization to keep in mind that in this
industry, functional benefits are very easily imitated. The organization has a more endurable,
and sustainable competitive advantage when they consider their brand from a product
perspective, an organization perspective, a person perspective, as well as from a symbolic
perspective. When the brand only fixates on the product at hand, they are very susceptible to
imitation. Only by viewing the brand from the other three perspectives is the brand able to
derive a more durable and sustainable value proposition. I suggest that LOral focus on
developing brand strategies concerned with being able effectively to improve the satisfaction
of emotional needs on the part of the population in question. Solid and enduring brand
relationships are important developments in this regard, and a manner in which this can be
achieved is by encouraging loyalty (considered a brand asset) towards the brand by using
tools such as incentive programmes for the consumer. Through creating a loyal consumer
base there is more of a guarantee of future sales and profits, which in turn contributes to
positive brand equity ,Incentives, or frequent- purchasing programmes, are just some of the
ways in which LOral can improve the preference for and loyalty towards the brand, which
in turn would discourage brand switching.

39

BIBLIOGRAPHY
BOOKS:
Aaker, D. A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand
Name.
Philip Kotlar., Marketing Management.
Research Methodology C.R. Kothari

WEBSITES:
http://www.forbes.com/technology/enterprisetech/2004/09/20/cxld0920itloyalty.html
.http://www.studymode.com/essays/Factors-Affecting-The-Location-Of-Retail578148.html
http://en.wikipedia.org/wiki/L'Or%C3%A9al

QUESTIONNAIRE
40

SURVEY ON BRAND AWARENESS OF LOREAL PARIS

DEMOGRAPHIC INFORMATION
Name:
Age:
Gender:
Male

Female

Occupation:
Government
employee

Private
employee

Self
employee

Student

Others

Income level:
Rs.1000020000

Rs.2100030000

Rs.30000
Above

LOREAL PARIS SURVEY

1. Are you aware of LOreal Paris:
Yes No
2. What makes you to buy LOreal Paris:
Price
Quality
Packaging
Fragrance
3. LOreal Paris would be my 1st preference
Strongly
Agree
Neutral
Disagree
agree

4. How do you know about LOreal Paris?

Advertisemen Friend Interne Word of mouth

Brand image

Strongly
disagree

Magazin
41

influence

5. Which product of LOreal Paris do you think is best?

Skin Care Make up Hair
Hair care
colour
6. Do you think LOreal Paris is costly?
Yes No
7. How do you feel about the advertisements?
Excellent
Good
Fair
Bad

Worst

8. How frequently you purchase LOreal Paris products?

Very often Regular
Sometimes Occasionall Never buy
y
9. Is LOreal Paris available in all outlets?
Yes No
10. Who is the Indian brand ambassador of LOreal Paris?
_____________________________________________
11. Are you aware of various mens products?
Yes No
12. What is your satisfactory level towards LOreal Paris?
Highly
Satisfied
Neutral
Dissatisfied
satisfied
13. How is LOreal Paris price compared to other products?
Very high
High
Same
Low

Highly
Dissatisfied

Very low

14. What is your budget for cosmetics per month?

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Above Rs.50 Rs.150-300 Rs.300-500 Above Rs.500

15. What is the 1st word comes to your mind when you hear LOreal
Paris?
Quality
Brand
Cost
Service
Fragrance
16. Do you think LOreal is the leader of the cosmetic industry?
Yes No
17. If no who according to you is the leader?
______________________________________________
18. Would you continue to buy LOreal Paris even if price rises?
Yes No
19. Do you prefer LOreal Paris brand to your friends and relatives?
Yes No

Thank You!

43