A PROJECT REPORT

ON

PREFERENCE TOWARDS COSMETIC BRANDS AMONG GIRLS OF AGE

GROUP 20-25 YEARS IN HIMACHAL PRADESH

SUBMITTED TO HIMACHAL PRADESH UNIVERSITY, SHIMLA

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF

THE DEGREE OF

MASTER OF COMMERCE

SUBMITTED TO: SUBMITTED BY:

DR. KULDEEP KUMAR AKSHITA

Assistant Professor M.Com. 4th Semester

Department of Commerce Examination Roll No.

H.P University Regional Centre, 35222950004

Dharamshala

DEPARTMENT OF COMMERCE

HIMACHAL PRADESH UNIVERSITYREGIONAL CENTRE

DHARAMSHALA (MOHLI) KHANYARA(H.P.)

(SESSION 2022-2024)
 CERTIFICATE

It is certified that the Project Report entitled “PREFERENCE TOWARDS COSMETIC

BRANDS AMONG GIRLS OF AGE GROUP 20-25 YEARS IN HIMACHAL
PRADESH” being submitted by Miss. Akshita (35222950004) as partial fulfillment of
requirements for the degree of Master of Commerce, HPU REGIONAL CENTRE, MOHLI is
a record of bonafide work under our guidance and supervision and the work is genuine.

Signature………………….

Dr. Kuldeep Kumar

Assistant Professor

Department of Commerce

Himachal Pradesh University

Regional centre Dharamshala

(Mohli) Khanyara (H.P.)

 SELF DECLARATION

I AKSHITA (35222950004) student of M.com 4th semester hereby declare the Project Report
entitled “PREFERENCE TOWARDS COSMETIC BRANDS AMONG GIRLS OF
AGE GROUP 20-25 YEARS IN HIMACHAL PRADESH” is a record of bonafide project
work carried out by me under the guidance of Dr. Kuldeep Kumar in partial fulfillment of
the requirements for the award of the degree of Master of Commerce during the academic
year 2024.

All the data represented in this project is true and correct to the best of my knowledge and
belief. I also declare that this project is my own preparation and not copied from anywhere
else.

Date AKSHITA

Place
 ACKNOWLEDGEMENT

“Gratitude can transform common days into thanksgiving, turn routine jobs into joy and
change ordinary opportunities into blessings.”

As I come to the completion of my project, I acknowledge that I owe a huge debt of gratitude
to many people. At the very outset I would like to thank Almighty for his presence
experience during the project.

My sincere thanks and heartfelt gratitude to the Director of HPU Regional Centre,
Dharamshala, Professor D.P. Verma for his constant inspiration and encouragement in our
entire endeavor.

I extend my heartfelt thanks to my project supervisor Dr.Kuldeep Chandel. His appropriate

guidance, super encouragement, priceless suggestion, constant supervision and granting
necessary permissions regarding the project leads to the successful completion of this
project.

I am indebted to my parents and my sister, who have always been a guiding light and ideal
for me. Words cannot express the gratitude that I owe to them. I owe my thanks to my friends
for their loving inspiration and enthusiastic involvement with this project work.

I express my deep sense of gratitude and sincere thanks to all the respondents for their kind
cooperation and valuable opinions, without whom contribution it would not have been
possible to complete this project.
 ABSTRACT
INTRODUCTION

The Indian beauty market continues to be one of the fastest-growing ones in the entire world.
Over the last decade, India has seen consistent growth in the personal care and cosmetics
market with increasing shelf space in boutiques and retail stores across the country. The
Indian cosmetics industry is majorly categorised into skin care, hair care, oral care,
fragrances, and colour cosmetics segments. By 2025, along with this growth, India will
constitute 5% of the total cosmetics market and reach the top five global markets in terms of
revenue.

RESEARCH METHODOLOGY

Descriptive research design is used in this study. Convenience sampling method has been
adapted for the study and primary data from 81 customers has been collected in this regard,
from the cosmetic product user girls of age group 20-25 years in Himachal Pradesh.
Following that, self-structured questionnaire is used in this study.

RESULTS

The study findings showed that the majority of cosmetic buyers girls were of age 22-23 years
and were unmarried. Most of the study subjects were students and from rural areas. Majority
of girls were Hindu and their family monthly income was more than Rs.45001.

According to this research the majority of the customer preference among cosmetic brands
was of Lakme 48(59.26%), 61(75.31%) believe quality was the most contributing factor to
customer brand preference. 33(40.74%) of the respondents use cosmetic products from below
1year and 48(59.26%) had social media as a source of information. Greater number of
respondents 34(41.98%) prefer skincare and 25(30.86%) purchase cosmetic products rarely.
Majority of respondents 40(49.38%) preferred online purchase, 64(79.01%) of respondents
were influenced by quality. Majority of the respondents 39(48.15%) consider brand purchase
due to its services and 38(46.91%) spend up to Rs. 500 on cosmetics every month.
35(43.21%) found luxury brands costly and 33(40.74%) expected discount in promotional
strategies. Most of the respondents 45(55.56%) were influenced by quality and 31(38.27%)
found brand ambassadors impact as significant on consumer preference. 35(43.21%) were
satisfied in the brand they use and 52(64.20%) can change their brand preference in
companions compulsion. 60(74.07%) believe testing products is very important and
43(53.09%) believe budget always affect brand preference.

Hence, it is concluded that consumer prefer more economical brands, such as Lakme, over
more expensive brands like Lorial Paris, Maybelline and M.A.C. Customers preferences were
influenced by brand quality, services, role of ambassadors and believe testing of product
plays a major role in brand preference. Majority of the consumers spend Rs.500 on cosmetic
products every month and customers were satisfied in the cosmetic brand they use.
 INDEX

CHAPTER NO. CONTENT PAGE NO.

CHAPTER-1 INTRODUCTION 1-6
1.1 Introduction 1
1.2 History of Cosmetic 3
1.3 Statement of the Study 6
1.4 Operational Definitions 6
CHAPTER-2 REVIEW OF LITERATURE 9-12
2.1 Literature review related to customer 9
preference towards cosmetic products
CHAPTER-3 RESEARCH METHODOLOGY 13-17
3.1 Need for Study 13
3.2 Objectives 14
3.3 Research Approach 14
3.4 Research Design 14
3.5 Research Variables 14
3.6 Population 14
3.7 Sources of Data 15
3.8 Sample size 15
3.9 Development & Description of tool 16
3.10 Content Validity 16
3.11 Hypothesis 16
3.12 Delimitations 16
3.13 Ethical Consideration 16
CHSPTER-4 DATA ANALYSIS & INTERPRETATION 18-35
4.1 Data Analysis & Interpretation 18
CHAPTER-5 FINDINGS, SUGGESTIONS & CONCLUSION 36-38
5.1 Findings of the Study 36
5.2 Suggestions 37
5.3 Conclusion 38
REFERENCES i-ii
APPENDICES
 LIST OF TABLES
TABLE NO. TITLE PAGE NO.
Table 1 Age wise distribution of the respondents 19
Table 2 Marital status wise distribution of respondents 19
Table 3 Occupation wise distribution of respondents 20
Table 4 Residential area wise distribution of respondents 21
Table 5 Religion-wise distribution of respondents 21
Table 6 Family income-wise distribution of respondents 22
Table 7 Customer preference among cosmetic brands 23
Table 8 Factors contributing to customer brand preference 23
Table 9 Period of cosmetic products usage by respondents 24
Table 10 Source of Knowledge about Cosmetic Brands 25
Table 11 Respondents preference in Types of product 25
Table 12 Frequency of purchases of cosmetic products 26
Table 13 Buying Pattern of Cosmetic Products 27
Table 14 Factors influencing the customers for cosmetic 27
purchases
Table 15 Key factors in cosmetic brands purchases 28
Table 16 Expenditure on cosmetic purchases 29
Table 17 Respondent’s opinion on the price range of luxury 29
brand
Table 18 Promotional strategies expected by respondents 30
Table 19 Influential factors for young people to purchase 31
cosmetics
Table 20 Impact of brand ambassadors on brand preference 31
Table 21 Level of satisfaction in brand among respondents 32
Table 22 Impact of peer pressure on brand preference 33
Table 23 Significance of testing products before purchase 33
Table 24 Impact of budget on brand preference 34
 LIST OF FIGURES
S. NO. TITLE PAGE NO.
1 Age wise distribution of the respondents 19
2 Marital status wise distribution of respondents 20
3 Occupation wise distribution of respondents 20
4 Percentage distribution according to residential area 21
5 Religion-wise distribution of respondents 22
6 Family income-wise distribution of respondents 22
7 Customer preference among cosmetic brands 23
8 Factors contributing to customer brand preference 24
9 Period of cosmetic products usage by respondents 24
10 Source of Knowledge about Cosmetic Brands 25
11 Respondents preference in Types of product 26
12 Frequency of purchases of cosmetic products 26
13 Buying Pattern of Cosmetic Products 27
14 Factors influencing the customers for cosmetic purchases 28
15 Key factors in cosmetic brands purchases 28
16 Expenditure on cosmetic purchases 29
17 Respondent’s opinion on the price range of luxury brand 30
18 Promotional strategies expected by respondents 30
19 Influential factors for young people to purchase 31
cosmetics
20 Impact of brand ambassadors on brand preference 32
21 Level of satisfaction in brand among respondents 32
22 Impact of peer pressure on brand preference 33
23 Significance of testing products before purchase 34
24 Impact of budget on brand preference 34
 LIST OF APPENDICES

APPENDIX CONTENT
A Consent form
B Structured Questionnaire
 CHAPTER-1
INTRODUCTION
1.1 INTRODUCTION

Cosmetics are products used to improve or alter the appearance of the face, body, hair and
fragrance. They include makeup, skincare items, hair care products, fragrances, and many
more products which are helpful to enhance beauty, helpful for cleansing and helpful for
maintaining personal hygiene.
The word cosmetics is derived from the Greek language, which means “technique of dress
and ornament”.
Cosmetics are made by a mixture of chemical compounds derived from either natural sources
or synthetically created ones. Cosmetics are made up of different purposes like; for hair care,
skincare, body care etc. Cosmetics designed to enhance or alter one’s appearance.
The legal definition of cosmetics in most countries is broader, in some Western countries, the
word cosmetics they use for makeup products, such as mascara, lipstick, eye shadow,
foundation, highlighter, concealer, kajal, eyeliner, blush, bronzer and many other products.

Makeup Products:
● Primer is used on the face before makeup is applied, it creates a typically transparent and
smooth layer on the face, allowing for makeup to be applied evenly and smoothly.
● Concealer is a cream which comes in liquid form. It is helpful to hide the eye's dark circle
and also the marks and spots. It is also used for colour-correcting.
● Foundation is a cream that comes in the form of liquid. Foundation is used as a base, it
provides sheer, matt, dewy or full coverage to skin.
● Bronzer comes in the form of powder, cream or liquid product, it comes in the dark
colour. And its purpose is to contour the facial features.
● Highlighter is a liquid, cream, or powder product applied to the high points of the face,
such as nose and cheekbones. It comes in a shimmering context.
● Mascara is used to darken, lengthen, curl, thicken or enhance the eyelashes. In the
mascara, we have a spiral bristle brush which is helpful to apply the mascara. Mascara is
commonly brown and black in colour that are mostly preferred by the customers.
● Eyeliner is used to enhance and elongate the apparent size or depth of the eye. Eyeliner is
found in many colours, such as green, blue, brown, white and black. Eyeliner can come in
the form of pencil, or liquid.
● Kajal is used to make the eye look bold, attractive and beautiful. Kajal is used in the
lower waterline of the eye. And it comes in black colour.
● Eyeshadow is a powder, cream or liquid pigmented product used to draw attention to the
eye. It can change the shape of the eye area, the eyelids, and the space below the
eyebrows. Eyeshadow is typically applied using the eyeshadow brush and some prefer
their fingertips to blend the colour. Eyeshadow is available in almost all colours. It makes
the eye look more attractive and beautiful because they have a shimmering and matt
touch.
● Lip products, including lip gloss, lip balm, and lipstick. All this work is to include the
colour on the lips. Products adding colour on the lips are lipstick and lip gloss. Lip balm
is used to protect the lips from UV rays.
● Face Powder, we also call it setting powder. It gives the matte or consistent finish. And
helpful to set makeup and give a finished look.

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 ● Nail Polish is a liquid used to colour the fingernails and toenails. It comes in all colours.
And some use different colours for doing nail art. It makes nails more beautiful and
attractive.
Skin Care:
● Cleansers or foaming face wash used to clean the dirt, remove excessive oil, and makeup
left on the skin.
● Toners are used after cleansing and may also add some hydration.
● Facial masks are used for the treatment of skin.
● Moisturisers are creams and lotions helpful to hydrate the skin.
● Sunscreen is used to protect the skin from the sun's UV rays.
● Serum is an easily absorbed liquid that spreads on skin. Serum is helpful to remove fine
lines, wrinkles and anti-aging of skin.
Hair Care:
● Shampoos are used to clean the hair and make our scalp healthy.
● Hair conditioners are used for hair appearing smooth and soft.
● Styling products such as wax, gel, creams, sprays, foams etc. They are used to maintain
hair style.
Perfumes:
● Perfumes or fragrances are liquids that can be sprayed or applied for long lasting
fragrance.

Some cosmetic brands mentioned in this study includes:

Lakme: Lakme is an Indian brand owned by Hindustan Unilever. Lakme is named after the
French opera Lakme, which itself means goddess Laxmi who is renowned for her beauty and
the goddess of wealth. It was started in 1952 as a 100% subsidiary of TATA Oil Mills. The
first Prime Minister of India Pandit Jawaharlal Nehru encouraged J.R.D. Tata, the then
chairman of the TATA Group, to establish an Indian cosmetic brand. Simone Tata joined the
company as director and went on to become chairperson. Tatas sold their stakes in Lakme to
Hindustan Unilever for 200 crores in 1998. Lakme mainly sold cosmetic products such as
lipsticks, eye products and skin care products. Their products are available online as well as
offline also. The brand ambassadors of Lakme are Shraddha Kapoor, Kajal Devgn, Kareena
Kapoor and Ananya Pandey. According to the brand report 2022, Lakme is the 27 th most
trustful brand in India.
Maybelline: Maybelline New York is an American multinational cosmetic, skin care,
perfume, and personal care company, based in New York . It is a subsidiary company and its
parent company is Loreal. The founder of this company was Thomas Lyle Williams.This
company was founded in Chicago in 1914.Slogan of Maybelline is “ Maybe. She’s born with
it, maybe it's Maybelline”. Maybelline NewYork has appointed Suhana Khan, Ananya Birla,
and Eksha Subba as a brand ambassador in India.
Loreal: Loreal S.A. is a French multinational personal care company. It was founded on 30
July 1909. The headquarter of Loreal is in Clichy, Hauts-de-Seine, with a registered office in
Paris.Its a world largest cosmetics company. Loreal currently owns 36 brands and continues
to grow. Subsidiary companies of Loreal are Garnier, Kiehl’s, LAncome, MAybelline, NYX
cosmetics, CeraVe, AcneFree, Ambi, Matrix Essentials and Aesop. Loreal Paris has named
Anushka Sharma as a brand ambassador in India.

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MAC Cosmetics: M.A.C, is a Canadian cosmetic manufacturer. Its founders were Frank
Toskan, Frank Agelo and Vee.Its headquarter in London, Ontario, Canada. IT is named one
of the top three global makeup brands. Its annual turnover of $1 billion, and 500 independent
stores in France. MAC is a subsidiary company and its parent company is Estee Lauder
Companies.In 1994, the Estee Lauder Companies took control of 51% of shares in MAC
cosmetics.Bhumi Pednekar is first India ambassador for MAC Cosmetics.

1.2 HISTORY OF COSMETIC

The history of cosmetic stars at least 5000 years ago. People have been using this to make a
good and neat look. They like to change their appearance, express themselves differently, and
mostly they are using it for religious ceremonies.

Thousands of years ago, in places like Ancient Egypt, Mesopotamia, and the Indus
Valley Civilizations(which are now in India and Pakistan) . They are the oldest civilisations
in the world and some evidence found that they are rich in culture and live in the developed
cities. Archaeological data found that Harappan people extensively focus on grooming. They
have found Lipsticks, Hairpins, Combs, kohl Sticks, Face Paint and Vermillion.

In ancient Egypt, Men and Women both used makeup. Archaeological studies found they
wear eyeliner, kohl, red lipstick and eye shadow. They also use face mask and waxing. The
beauty rituals were carried out by wealthy women. The most beautiful and powerful women
Queen Cleopetra also use makeup to look more attractive and more beautiful. These
cosmetics were made up of soots, minerals and crushed animals. They believe that makeup
has the power to protect them from the evil eye and the harsh sunlight.

In Mesopotamia, people used makeup as well. They used kohl and they also believe that
makeup protects them from the evil eye.

The ancient Greeks and Romans were also big fans of cosmetics like egyptians. They used
kohl for protect their eyes from the sun glare, white lead for lighter their skin, red ochre
which was used to add colour on cheek and lips, perfumes and oils, henna for natural dye for
hair and olive oil for moisturiser for the skin and hair
During the Middle Ages in Europe, makeup fell out of favour. The church considers it a
sinful ritual so most people avoid it. But still some women do not stop doing makeup. Novel
women love pale makeup because that time it was the sign of wealth.
In the Renaissance period, makeup made a comeback for Europe. Women used white lead
to make their skin look pale and egg whites to create a shiny complexion. During the
Elizabethan era in England, women used Venetian ceruse which is heavy white makeup.
They use some cosmetics that cause health problems.
Mediaeval women have other beauty secrets that they have passed from time to time.

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Women in the mediaeval period washed their hair with beer, egg yolk and even urine. They
believe that it makes their hair shiner and these ingredients help to look their hair healthier.
These women use olive oil and castor oil and they believe that it removes the dirt and
impurities from the skin. These women believe that herbs are helpful to nourish the hair and
skin. So, they use lavender, chamomile and rosemary.

In the 18th century, makeup became more popular in Europe. Both men and women of
upper class do makeup. Women used makeup to look more attractive and beautiful. All the
social classes use makeup. They make their own cosmetics at home.

In the 19th century, makeup started to become more commercialized. Companies start
making and selling their ready-made cosmetic products. These products were still made up of
natural ingredients like rose, sugar, lavender, lemon, beeswax and plant extract.

In the 20th century, was the golden age of makeup. Cosmetic industries started to boom.
The Max Factor: Tz in 1909 and Elizabeth Arden also known as Elizabeth N. Graham, he
the man who changed faces of the world is a cosmetic line of coty. The founder of this
company was Maksymillian Faktorowics, the Canadian-American business-woman and the
founder of Elizabeth Arden, built a cosmetic empire in the United states. These were the two
most popular companies at that time. They created new products like lipstick, foundation,
mascara and advertised them wisely.

During World War II, makeup became more popular. Working women do makeup to look
more attractive and beautiful. Hollywood movies also played a big role in popularizing
makeup styles.

Late 20th century to Present

In the late 20th century cosmetics companies started to grow more. New technologies were
helpful to the companies to grow and evolve more.
Today, the cosmetic industries are bigger than ever. There are many cosmetic industries this
time. And this time there are a variety of products available in the market. And with the rise
of social media, the influence of makeup products are increasing day by day. People all over
the world spend their money to buy cosmetic products.

India’s Cosmetic History

Cosmetics were very important for daily life, religious ceremonies and cultural traditions.
Some cosmetics used by that time; kumkum, also known as sindoor, was in red colour. It was
applied to the parting of women's hair or the forehead as a symbol of marital status and
devotion to the Hindy deities. Kajal, also known as surma , were applied on the eyes, which
enhance the appearance and make the eye look big, reduce sun glare and protect eyes against
infection. Heena is a plant used for hair dye and was also used to create designs on the hands
and feets. Turmeric paste was applied on the skin to look more glower and beautiful. Coconut
oil is used to nourish and moisturise the hair and the skin. Floral essence, like rose water,
jasmin oil and lotus extract used as perfumes and for aromatic benefits.

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Indus Valley Civilization (c. 3300–1300 BCE):
This time there are many archeologists who have found so many sources that this time
women and men both use cosmetics. Women use cosmetics like kohl and lipsticks.

Vedic Period (c. 1500–500 BCE):

The two Ayurvedic texts like the Charaka Samhita and Sushruta Samhita provide us the
detailed information about the cosmetic preparation and skin treatments. Herbs, roots and
minerals are used to create the products. Here they can include bathing rituals where they
include herbs and oil on the water at the time of bath. This time they use turmeric and
sandalwood paste for their skin.

Gupta Period(c.320-550 CE):

It is often considered the golden age. Because this time India is rich in fine arts and literature.
Men and Women of the upper class follow beauty routines like they use perfumes and
essential oil.

Mugal Era(1526-1857 CE)

Mugal womens have their beauty routine. They use essential oils other things and Hindu
women use kumkum, kajal, henna(mehndi), Sandalwood paste on their skin, herbal oil and
powders for skincare and haircare, floral waters were used as toners and fragrances, natural
dyes derived from plant and minerals to colour their lips and nails.

The British(1858-1947)introduced western cosmetics in India. Many women started to use

the western cosmetics and also use their basic ayurvedic practices at that time.
Post-Independence and Modern Era After independence in1947, India established their own
beauty brand Lakme which were helpful to buy the women for the product of their own
country.

1980-2000s :
The 1980s and 1990s saw a significant shift in the Indian cosmetics industry.In 1991 at the
time of LPG, Liberalisation opened up the licensing of the global cosmetic industries and it
started rapid increase in the cosmetic industries.

At Present
India has many cosmetic brands and products. They have products of every skin tone and
have wide varieties of products.

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1.3 STATEMENT OF THE STUDY
A study on preference towards cosmetic products among girls of age group 20-25 years in
Himachal Pradesh

1.4 OPERATIONAL DEFINITIONS:

1. Customer: It refers to the person who purchases the goods and uses the services as
they need. Any person who use the goods with the approval of the buyer is a
consumer.
2. Customer Preference: Consumer Preference means consumers prefer a product
which they like or not. Consumer Preferences are a set of properties or elements that
define the buying behavior of consumers in a given market.
3. Cosmetic: Cosmetics are products used to improve or alter the appearance of the face,
body, hair and fragrance. They include makeup, skincare items, hair care products,
fragrances, and many more products which are helpful to enhance beauty, helpful for
cleansing and helpful for maintaining personal hygiene.
4. Brand: It refers to a name, trademark, or other symbol which distinguishes a product
or manufacturer from others in the market.

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 CHAPTER-2
REVIEW OF LITERATURE
2.1 LITERATURE REVIEW
This chapter deals with selected studies which are related with the objectives of the proposed
study. Review of literature is the key step in research process.

The LITERATURE REVIEW is a summary of previous research on a topic. Review of

literature refers to an extensive, exhaustive and systematic examination of publication
relevant to the research process.

Studies on consumer behavior towards cosmetic brands are reviewed below:

Dr. V. Vidhya , Keerthana. M(2023) A study on consumer preference towards cosmetics

with reference to Coimbatore city .the study concluded, 52% of the respondents are preferred
to buy both ayurvedic and chemical products,48% of the respondents prefer to purchase in
Super market and 25% of the respondents often preferred to buy Himalaya products.
Customers were influenced by quality followed by ingredients, price, celebrity endorsement,
advertisement, ratings/reviews, offers/ discounts, availability, and brand. The selected factors
like age and the information influenced to buy the products of the respondents has no
significant relationship between them.

Dr. Pushparaj Wagh (2021) In his research article “A study of consumer Behavior Towards
cosmetic products with reference to Lakme” set out to study various factor affecting
consumer behavior towards cosmetic products with special reference to Lakme and to study
the awareness of consumer towards cosmetic products. The researcher has collected primary
data for analysis. He have used factor analysis, chi- square, simple percentage analysis and
pie chart were used for statistical analysis for his study. He has concluded that most of the
respondents are satisfied with the Lakme products and they are willing to recommend the
product to others.

Dr. M. Aarthi, Ms. G. Atchaya (2020) In their research article “Comparative Analysis of
cosmetic products Maybelline and Lakme in Coimbatore” set out to analysis the consumers
satisfaction towards the product and to identify the buying behavior of Maybelline and
Lakme products. They have collected both primary and secondary data for analysis. They
have used simple percentage technique and ranking techniques for their study. They have
concluded that consumers preferred to purchase ayurvedic product, they wait for the brand
during no availability emerging as important source of information, the actual brand decision
is taken by them.

R. Rajasekaran, K.S. Banu (2020) In their research article “Awareness and perception of
women consumer on cosmetic Brands in Coimbatore” set out to identify the level of
satisfaction on cosmetic Brands and to analyze the usage of cosmetic brands by consumer.
They have collected both primary and secondary data for analysis. They have used simple
percentage, chi- square, mean value and ANOVA for their study. They have concluded that
marketing is getting a good response from the women consumer and the level of awareness
also increases that show the market trend is positive and overwhelming.

Lakshmi .Y. P Sai & Suresh Babu M (2019) studied the factors influencing customer
behavior towards cosmetics. They discussed that various internal factors like attitude,
motivation, perception, and learning along with social and cultural factors and other factors
such as price, advertising and physical attributes shape the consumer’s behavior.

9
Umesh Maiya (2019): “Youth perception towards cosmetic” this study mainly focuses on
use of Maybelline cosmetics by the female youth. Now a day’s youth use more cosmetics to
enhance their handsomeness. So, researchers made this research to know about use and
knowledge regarding use of cosmetics. The present study has been undertaken in by sample
size of 100. This study is descriptive in nature. The tools used for this study is hypothesis,
chi-square by analyzing the response. Researchers came to know that age, education
qualification, marital and earning status will not affect the use of cosmetic by youth. Finally,
we conclude that people prefer more of Maybelline.

A.Saravanakumar , Santhosh Kumar Bojan (2018) The study reveals that the people now
are not considering the cosmetics as luxury, most of the consumers feel that there are more
chemicals in cosmetics, which cause many side effects, and started switching over to herbal
based cosmetics. Many respondents feel that there is more chemical combinations in the
herbal cosmetics, which can be reduce by the manufacturers to know the need and preference
of the customers which can be implemented by them to improve their product.

Sivagami T. (2016) studied consumer purchase decision behavior towards cosmetic

marketing. The aim of the study was to study consumer behavior marketing of cosmetic
products. They also want to know the influence of various media in motivating the consumer
on a particular brand of cosmetics. Random sampling technique was used. Sample size was
200. Direct Interview method was adopted to collect data. Simple and bi-variety tables were
prepared from information collected. Percentage Analysis was used for analysing data. It
found that reduction in price and attractive promotional schemes can attract more customers.
The study concluded that cosmetics are not part of luxury.

Khandagale 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. They also want to know the purchase pattern for
cosmetic products. They found that majority of people use domestic cosmetic brand, television is
most effective media to get information of cosmetics; quality of product is considered as most
important factor for consumer purchase decision.

Tamizhjyothi K( 2014) 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.

Rajul Dutt (2013) in his paper “A Cross cultural comparative study of female consumer
behavior with regard to purchase of cosmetics in the United States and India”, tried to explain
how consumer behavior is influenced by the culture of the individuals in India. He also
attempted to uncover the key facets of culture involved in shaping the decision on the
cosmetic purchased by the females. The study revealed that the society to which they belong,
the culture and the sub culture play a significant role in the purchase of cosmetic products.

Junaid Abdhulla Bin and Reshma Nasreen (2012) in their research article analysed the
consumption pattern of cosmetic products among young males in Delhi. The study revealed
that the purpose of using a skin care product is not affected by age group. The place of
buying skin care products has no significance with the income of a person.

10
Kruti Bhatt and Peenal Sankhla 2010,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.

Dr. T Nagananthi and M. Mahalakshmi 2006,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.

P. Rameshwari, R. Mathivanan and M. Jeganathan 2004, 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.

Kumar, S. (2003) revealed that the majority of the consumers were highly enlightened and
were concerned about the quality of the products. He also revealed that the consumers,
uniformly in urban and rural areas, desired to have quality products at reasonable prices and
trusted more on the advice of the retailers.

Vikas Saraf (2003), in his study has found that brands are successful because the people
prefer branded products to ordinary products. In addition to the psychological factors, brands
give consumers the means whereby they can make choice and judgments. Customers can then
rely on chosen brands to guarantee standard quality and services. People believe that the
brand itself is something that changes consumer behaviour.

Dr. S Anandrajan and T. Sivagami 2003,the study was done to find out the influence of
various media in motivating the consumers 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.

Dr. Vibhuti, Dr. Ajay Kumar Tyagi and Vivek Pandey 2003,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, propromotion and physiological factors but the effect
varies form product to product.

Gaur, S.S and Vaheed, K.A. (2002) observed that consumers’ buying behaviour 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.

Rodge T.R. (2001) in his study, “Influence of advertisement on consumers of different age
groups and areas” found that rural consumers attached more importance to the advertisement

11
and its impact, as compared to urban consumers. He also point out that rural consumers are
more influenced by electronic media than print media.

M. Banu Rekha and K. Gokila 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 cosmetics.

12
 CHAPTER-3
RESEARCH METHODOLOGY
3.1 NEED FOR STUDY
There are many cosmetic industries this time. And this time there are a variety of products
available in the market. And with the rise of social media, the influence of makeup products
are increasing day by day. People all over the world spend their money to buy cosmetic
products. Cosmetics became very important for daily life, religious ceremonies and cultural
traditions

Girls use makeup/cosmetics to trade their bodily look and to enhance it. Make-up are
frequently easy to use, once in a while it even helps increase a women self assurance,
applying distinct cosmetics. There are an awesome form of cosmetics that folks use including
eyeliner, lipstick, foundation, eye shadow, and many others. But not everything in make-up is
nice for you or your face. Chemicals and its compounds can irritate the skin and purpose
allergic reactions. Positive chemical compounds, preservatives may even be toxic. Teenage
women use makeup to cover up blemishes, but it may in reality worsen the pimples making it
worse.

However, a few cosmetics like lotions, sunscreens, and moisturizers can help gain you with
creams supporting to increase moisture on your pores and skin and sunscreen shielding it
from the damaging ultraviolet rays of the sun. Makeup can spotlight unique capabilities of the
face which may not are as described without the utilization of it. In place of using a
remarkable deal of makeup, it must be worn gently, to lessen the dangerous results. It isn't
always an uncongenial component to use makeup, however you may test components on
products to shape positive that what you're putting to your face is secure and okay sufficient
to use.

So it is important to identify the factors that affect the consumer’s behavior towards cosmetic
products so that it could help the industry to maintain their place in the market and can meet
the required demands of the consumer regarding a particular project. In this way, they could
retain their existing customers and can even increase their customers.

This study identifies not only the factors that affect the consumers behavior for the purchase
of cosmetics but also provides an answer to the question that who are the users of such
products by taking into account the demographic variables like age, gender, income and
occupation and also examines the influence of various factors on the consumer while
purchasing cosmetic products.

As beauty enterprise in India is one a number of the developing industries, marketers ought to
realize approximately the elements affecting purchase choice along aspect the mind-set,
notion and mastering habits of consumer. Women recall cosmetics as vital a part of ordinary
existence which is high-quality perception for entrepreneurs of beauty product.

13
3.2 OBJECTIVES:
The following are the objectives of the study.

1. To assess the preference towards cosmetic products among girls of 20-25 years in
Himachal Pradesh.
2. To find out the buying behavior and consumption patterns of cosmetic products
among girls of 20-25 years in Himachal Pradesh.
3. To analyse the satisfaction level of respondents.

3.3 RESEARCH APPROACH

It involves the description of the plan to investigate the phenomenon under study in a
structured (quantitative), unstructured (qualitative), or a combination of the two methods
(quantitative and qualitative integrated approach), therefore approach helps to decide about
the presence or absence as well as manipulation and control over variables. The study was
designed to assess the preference towards cosmetic brands among girls of age group 20-25
years. Hence the research approach adopted for the present study was quantitative approach.

3.4 RESEARCH DESIGN

Research design is also known as blueprint for the collection, measurement and analysis of
data. The descriptive research design was used in this study. This research identifies the
consumer preference towards cosmetic brands, their buying behavior and consumption
patterns and level of satisfaction.

3.5 RESEARCH VARIABLES

Variables are anything that has quantity and quality that varies. In other words, variables are
qualities, properties or characteristic of a person, things or situations that change or vary.
Variables are concepts at different level of abstraction that are concisely defined to promote
their measurements or manipulation within the study.

3.6 POPULATION
Population refers to entire aggregation of cases that meet a designated set of criteria. The
need for defining population for research project rises out of requirements to specify the
group on which the result of study can be applied. In this study the population is girls of age
of Himachal Pradesh.

14
Target population:

The target of the study was girls of Himachal Pradesh.

Accessible population:

The population who met the designated inclusion criteria and whom is available at the time of
data collection. The accessible population of the present study is girls of age group 20-25
years of Himachal Pradesh.

3.7 SOURCES OF DATA

The study is based on primary data & secondary data has been collected by using a
questionnaire and the secondary data has been collected from books, journals, magazines and
the internet.

3.8 SAMPLE
A sample is defined as the selected group of people of elements. Sample is expected to
represent a population of people. The sample of the study is girls of age group 20-25 years in
Himachal Pradesh.

SAMPLE SIZE

The total sample size in the present study was 81.

SAMPLING TECHNIQUE:

The choice of sampling technique depends on nature of problem, the kind of variables
included in the study, the type of research and the number of sampling unit. The convenience
survey method has been followed for collecting responses from the respondents.

SAMPLING CRITERIA:

Inclusion criteria

1. Girls of age group 20-25 years.

2. Girls who are willing to participate in the study.
3. Girls of Himachal Pradesh who will be available at the time of data collection.

Exclusion criteria

1. Girls of Himachal Pradesh who are not willing to participate in the study.

15
 2. Girls in the age group <20 or >25 years.

3.9 DEVELOPMENT AND DESCRIPTION OF TOOL

The tool consists of two sections.

Section A: Consist of demographic variables.

Section B: Consist of structured knowledge questionnaire.

3.10 CONTENT VALIDITY

Content validity refers to the degree to which an instrument measures what it is intended
to measure.

3.11 HYPOTHESIS:

1. Consumer preference and cosmetic brand have significant relationship.

2. Cosmetic brand and buying decision have a significant relationship.

3.12 DELIMITATIONS:
1. The study covers only Himachal Pradesh
2. The study is limited to 81responses of Cosmetic consumers in Himachal Pradesh.
3. The study has been conducted based on the responses of the selected respondents
Himachal Pradesh.
4. The study covers three broad areas – skin care, hair care, makeup essentials and body
care products. An array of cosmetic products that flood the market comes under these
three categories. But this study covers only three categories under cosmetics. These
skin care, hair care, makeup essentials and body care products were exclusively used
by the women population only, so men were not included in this study.

3.13 ETHICAL CONSIDERATION

Approval was taken from:

1. Director of HPU Regional Centre, Khanyara.

2. Supervisor of Department of Commerce.

16
3. Written informed consent was taken from individual participant. Participants were
informant that their participation was purely on voluntary basis.
4. Confidentiality of information was maintained.

17
 CHAPTER-4
DATA ANALYSIS & INTERPRETATION
4-1 DATA ANALYSIS AND INTERPRETATION
This chapter presents the analysis and interpretation of data collected to assess the
customer preference towards cosmetic brands among girls of age group 20-25 years in
Himachal Pradesh.

Analysis is the process of organizing and synthesizing data so as to answer research

questions and test hypothesis.

Analysis is the process of breaking a complex topic into smaller parts to give a better
understanding of it.

48(59.26%) girls preferred Lakmee over Loreal Paris, Maybellins and M.A.C.
33(40.74%) use cosmetic products from below 1 year and 25(30.86%) purchase
cosmetic products rarely.
40(49.38%) preferred purchase from physical stores and 38(46.91%) spend upto
Rs.500 every month.
35(43.21%) were satisfied with the brand they use.

18
Table 1: Age wise distribution of the respondents

Age Respondents Percentage

20-21 14 17.28%
22-23 44 54.32%
24-25 23 28.40%
Grand Total 81 100.00%

Interpretation:

Majority of the study subjects 44(54.32%) were of age between 22-23 years, 23(28.40%)
were of age between 24-25 years, 14(17.28%) were of age between 20-21 years.

Table 2: Marital status wise distribution of the respondents

Marital Status Respondents Percentage

Married 8 9.88%
Unmarried 73 90.12%
Grand Total 81 100.00%

19
Interpretation:

Majority of the study subjects 73 (90.12%) were unmarried and 8(9.88%) were married.

Table 3: Occupation wise distribution of respondents

Occupation Respondents Percentage

Employed 10 12.35%
Homemaker 3 3.70%
Other 5 6.17%
Student 63 77.78%
Grand Total 81 100.00%

20
Interpretation:

Most of the study subjects 63(77.78%) were students, 10(12.35%) were employed, 5(6.17%)
were indulged in other occupations and 3(3.70%) were homemaker.

Table 4: Residential area wise distribution of the respondents

Residential status Respondents Percentage

Rural 61 75.31%
Urban 20 24.69%
Grand Total 81 100.00%

Interpretation:

Larger part of the subjects 61(75.31%) were from rural areas and 20(24.69%) were from
urban areas.

Table 5: Religion-wise distribution of respondents

Religion Respondents Percentage

Hindu 80 98.77%
Other 1 1.23%
Grand Total 81 100.00%

21
Interpretation:
Majority of the study subject’s religion 80(98.77) was Hindu, 1(1.32%) belong to other
religion.

Table 6: Family income-wise distribution of respondents

Family Income Level Respondents Percentage

>45,000 20 24.69%
Rs.15,001-30,000 22 27.16%
Rs.30,001-45,000 14 17.28%
Rs.5,000-15,000 25 30.86%
Grand Total 81 100.00%

22
Interpretation:
Greater number of study objects monthly family income 25(30.86%) was between Rs.5000-
Rs.15,000, 22(27.16%) was between Rs.15,001-Rs.30,000, 20(24.69%) was >Rs.45,000 and
14(17.28%) was between Rs.30,001-Rs.45,000.

Table 7: Customer preference among cosmetic brands

Brands Frequency Percentage

Lakme 48 59.26%
Loreal Paris 15 18.52%
M.A.C. 4 4.94%
Maybelline 14 17.28%
Grand Total 81 100.00%

Interpretation:
Most of the customer preference among cosmetic brands was of Lakme 48(59.26%),
15(18.52%) was of Loreal Paris, 14(17.28%) was of Maybelline and 4(4.94%) was of M.A.C.

Table 8: Factors contributing to customer brand preference

Brand Preference Frequency Percentage

Accessibility 3 3.70%
Affordability 14 17.28%
Popularity 3 3.70%
Quality 61 75.31%
Grand Total 81 100.00%

23
Interpretation:
Majority of factors contributing to customer brand preference 61(75.31%) were quality,
14(17.28%) were affordability and 3(3.70%) for accessibility and 3(3.70%) for popularity.

Table 9: Period of cosmetic products usage by respondents

Period of Usage Frequency Percentage

Below 1 year 33 40.74%
2 year 21 25.93%
3 year 8 9.88%
4 year 1 1.23%
Above 4 year 18 22.22%
Grand Total 81 100.00%

24
Interpretation:
Most of the respondents use cosmetic products 33(40.74%) from below 1 year, 21(25.93%)
from 2 year, 18(22.22%) use above 4 years, 8(9.88%) from 3 years and 1(1.23%) from 4
years.

Table 10: Source of Knowledge about Cosmetic Brands

Source of knowledge Frequency Percentage

Family 9 11.11%
Friends 18 22.22%
Other 6 7.41%
Social Media 48 59.26%
Grand Total 81 100.00%

Interpretation:
Most of the respondents 48(59.26%) had social media as a source of information, 18(22.22%)
was friends, 9(11.11%) was family and 6(7.41%) had other sources of information about
cosmetic brands.

Table 11: Respondent’s preference in Types of product

Type of Product Frequency Percentage

Body care 7 8.64%
Hair care 13 16.05%
Makeup essentials 27 33.33%
Skin care 34 41.98%
Grand Total 81 100.00%

25
Interpretation:
Greater number of respondents 34(41.98%) prefer skincare, 27(33.33%) prefer makeup
essentials, 13(16.05%) prefer hair care and 7(8.64%) prefer body care.

Table 12: Frequency of purchases of cosmetic products

Time Period Frequency Percentage

Once in six month 11 13.58%
Once in three month 22 27.16%
Once a month 23 28.40%
Rarely 25 30.86%
Grand Total 81 100.00%

26
Interpretation:

Majority of respondents 25(30.86%) purchase cosmetic products rarely, 23(28.40%) about

once a month, 22(27.16%) purchase once in three months and 11(13.58%) once in six
months.

Table 13: Buying Pattern of Cosmetic Products

Respondents view Frequency Percentage

Online 35 43.21%
Physical stores 40 49.38%
Specific retailers 3 3.70%
Website purchase 3 3.70%
Grand Total 81 100.00%

Interpretation:
Majority of respondents 40(49.38%) preferred purchase from physical stores, 35(43.21%)
prefer online purchase, 3(3.70%) preferred specific retailers and 3(3.70%) prefer website
purchase.

Table 14: Factors influencing the customers for cosmetic purchases

Factors Frequency Percentage

Attraction 7 8.64%
Cost 6 7.41%
Popularity 4 4.94%
Quality 64 79.01%
Grand Total 81 100.00%

27
Interpretation:
Majority of respondents 64(79.01%) were influenced by quality, 7(8.64%) by attraction and
6(7.41%) by cost and 4(4.94%) for popularity.

Table 15: Key factors in cosmetic brands purchases

Factors Frequency Percentage

Brand image 10 12.35%
Brand name 26 32.10%
Colour & Design 6 7.41%
Services 39 48.15%
Grand Total 81 100.00%

28
Interpretation:
Majority of the respondents 39(48.15%) consider brand purchase due to its services,
26(32.10%) for brand name, 10(12.35%) for brand image and 6(7.41%) for colour and
design.

Table 16: Expenditure on cosmetic purchases

Money Frequency Percentage

Above Rs. 2000 3 3.70%
Rs. 1001 to Rs. 2000 13 16.05%
Rs. 501 to Rs. 1000 27 33.33%
Upto Rs. 500 38 46.91%
Grand Total 81 100.00%

Interpretation:
Most of the respondents 38(46.91%) spend up to Rs.500, 27(33.33%) between Rs.501-
Rs.1000, 13(16.05%) between Rs.1001 to Rs.2000 and 3(3.70%) above Rs.2000 on cosmetics

Table 17: Respondent’s opinion on the price range of luxury brand

Price Range Frequency Percentage

Affordable 30 37.04%
Costly 35 43.21%
Low 2 2.47%
Reasonable 14 17.28%
Grand Total 81 100.00%

29
Interpretation:
Majority of the respondents 35(43.21%) found luxury brands costly, 30(37.04%) found them
affordable, 14(17.28%) found them reasonable and 2(2.47%) found their price range is low.

Table 18: Promotional strategies expected by respondents

Promotional Strategies Frequency Percentage

Coupons 11 13.58%
Discount 33 40.74%
Free Gifts 19 23.46%
Offers 18 22.22%
Grand Total 81 100.00%

30
Interpretation:
Majority of the respondents 33(40.74%) expected discount, 19(23.46%) expected offers,
18(22.22%) free gifts and 11(13.58%) expected coupons in promotional strategies.

Table 19: Influential factors for young people to purchase cosmetics

Factors Frequency Percentage

Design 2 2.47%
Publicity 22 27.16%
Quality 45 55.56%
Varieties 12 14.81%
Grand Total 81 100.00%

Interpretation:
Most of the respondents 45(55.56%) were influenced by quality, 22(27.16%) by publicity,
12(14.81%) by varieties and 2(2.47%) by design.

Table 20: Impact of brand ambassadors on brand preference

Impact Frequency Percentage

Likeability 19 23.46%
Limited 21 25.93%
Significant 31 38.27%
Varied 10 12.35%
Grand Total 81 100.00%

31
Interpretation:
Most of the respondents 31(38.27%) found brand ambassadors impact as significant,
21(25.93%) found it limited, 19(23.46%) found it likeable and 10(12.35%) found it varied.

Table 21: Level of satisfaction in brand among respondents

Interest Level Frequency Percentage

4(dissatisfied) 6 7.41%
3(neutral) 14 17.28%
2(satisfied) 35 43.21%
1(strongly satisfied) 26 31.883%
Grand Total 81 100.00%

32
Interpretation:
Most of the respondents 35(43.21%) were satisfied, 26(31.883%) were highly satisfied,
14(17.28%) were neutral and 6(7.41%) were dissatisfied.

Table 22: Respondents view on the impact of peer pressure on brand preference

Respondents view Frequency Percentage

Yes 52 64.20%
No 29 35.80%
Grand Total 81 100.00%

Interpretation:
Most of the respondents 52(64.20%) change their brand preference in companions
compulsion and 29(35.80%) denied.

Table 23: Significance of testing products before purchase

Respondents view Frequency Percentage

Not Important 1 1.23%
Somewhat Important 20 24.69%
Very Important 60 74.07%
Grand Total 81 100.00%

33
Interpretation:
Majority of the respondents 60(74.07%) believe testing products is very important,
20(24.69%) found it somewhat important and 1(1.23%) found it of no significance.

Table 24: Impact of budget on brand preference

Respondents view Frequency Percentage

Always 43 53.09%
Never 4 4.94%
Rarely 34 41.98%
Grand Total 81 100.00%

34
Interpretation:
Most of the respondents 43(53.09%) believe budget always affect brand preference,
34(41.98%) believed it rarely and 4(4.94%) believed it never impacted budget.

35
 CHAPTER-5
FINDINGS, SUGGESTIONS & CONCLUSION
5.1 FINDINGS
The results of the study were discussed according to the study findings.
 Majority of the study subjects 44(54.32%) were of age between 22-23 years,
23(28.40%) were of age between 24-25 years, 14(17.28%) were of age between
20-21 years.
 Majority of the study subjects 73 (90.12%) were unmarried and 8(9.88%) were
married.
 Most of the study subjects 63(77.78%) were students, 10(12.35%) were employed,
5(6.17%) were indulged in other occupations and 3(3.70%) were homemaker.
 Larger part of the subjects 61(75.31%) were from rural areas and 20(24.69%)
were from urban areas.
 Majority of the study subject’s religion 80(98.77) was Hindu, 1(1.32%) belong to
other religion.
 Greater number of study objects monthly family income 25(30.86%) was between
Rs.5000-Rs.15,000, 22(27.16%) was between Rs.15,001-Rs.30,000, 20(24.69%)
was >Rs.45,000 and 14(17.28%) was between Rs.30,001-Rs.45,000.
 Most of the customer preference among cosmetic brands was of Lakme
48(59.26%), 15(18.52%) was of Loreal Paris, 14(17.28%) was of Maybelline and
4(4.94%) was of M.A.C.
 Majority of factors contributing to customer brand preference 61(75.31%) were
quality, 14(17.28%) were affordability and 3(3.70%) for accessibility and
3(3.70%) for popularity.
 Most of the respondents use cosmetic products from 33(40.74%) from below 1
year, 21(25.93%) use from 2 years, 18(22.22%) use above 4 years, 8(9.88%) from
3 years and 1(1.23%) from 4 years.
 Most of the respondents 48(59.26%) had social media as a source of information,
18(22.22%) was friends, 9(11.11%) was family and 6(7.41%) had other sources of
information about cosmetic brands.
 Greater number of respondents 34(41.98%) prefer skincare, 27(33.33%) prefer
makeup essentials, 13(16.05%) prefer hair care and 7(8.64%) prefer body care.
 Majority of respondents 25(30.86%) purchase cosmetic products rarely,
23(28.40%) about once a month, 22(27.16%) purchase once in three months and
11(13.58%) once in six months.
 Majority of respondents 40(49.38%) preferred purchase from physical stores,
35(43.21%) prefer online purchase, 3(3.70%) preferred specific retailers and
3(3.70%) prefer website purchase.
 Majority of respondents 64(79.01%) were influenced by quality, 7(8.64%) by
attraction and 6(7.41%) by cost and 4(4.94%) for popularity.
 Majority of the respondents 39(48.15%) consider brand purchase due to its
services, 26(32.10%) for brand name, 10(12.35%) for brand image and 6(7.41%)
for colour and design.

36
  Most of the respondents 38(46.91%) spend up to Rs.500, 27(33.33%) between
Rs.501-Rs.1000, 13(16.05%) between Rs.1001 to Rs.2000 and 3(3.70%) above
Rs.2000 on cosmetics
 Majority of the respondents 35(43.21%) found luxury brands costly, 30(37.04%)
found them affordable, 14(17.28%) found them reasonable and 2(2.47%) found
their price range is low.
 Majority of the respondents 33(40.74%) expected discount, 19(23.46%) expected
offers, 18(22.22%) free gifts and 11(13.58%) expected coupons in promotional
strategies.
 Most of the respondents 45(55.56%) were influenced by quality, 22(27.16%) by
publicity, 12(14.81%) by varieties and 2(2.47%) by design.
 Most of the respondents 31(38.27%) found brand ambassadors impact as
significant, 21(25.93%) found it limited, 19(23.46%) found it likeable and
10(12.35%) found it varied.
 Most of the respondents 35(43.21%) were satisfied, 26(31.883%) were highly
satisfied, 14(17.28%) were neutral and 6(7.41%) were dissatisfied.
 Most of the respondents 52(64.20%) change their brand preference in companions
compulsion and 29(35.80%) denied.
 Majority of the respondents 60(74.07%) believe testing products is very
important, 20(24.69%) found it somewhat important and 1(1.23%) found it of no
significance.
 Most of the respondents 43(53.09%) believe budget always affect brand
preference, 34(41.98%) believed it rarely and 4(4.94%) believed it never impacted
budget.

5.2 CONCLUSION

According to this research the majority of the customer preference among cosmetic
brands was of Lakme 48(59.26%), 61(75.31%) believe quality was the most
contributing factor to customer brand preference. 33(40.74%) of the respondents use
cosmetic products from below 1 year and 48(59.26%) had social media as a source of
information. Greater number of respondents 34(41.98%) prefer skincare and
25(30.86%) purchase cosmetic products rarely. Majority of respondents 40(49.38%)
preferred online purchase, 64(79.01%) of respondents were influenced by quality.
Majority of the respondents 39(48.15%) consider brand purchase due to its services
and 38(46.91%) spend up to Rs. 500 on cosmetics every month. 35(43.21%) found
luxury brands costly and 33(40.74%) expected discount in promotional strategies.
Most of the respondents 45(55.56%) were influenced by quality and 31(38.27%)
found brand ambassadors impact as significant on consumer preference. 35(43.21%)
were satisfied in the brand they use and 52(64.20%) can change their brand preference

37
 in companions compulsion. 60(74.07%) believe testing products is very important and
43(53.09%) believe budget always affect brand preference.
The study was conducted to assess preference towards cosmetic products among girls
of age group 20-25 years in Himachal Pradesh. The study findings shows that the
majority of cosmetic buyers girls were of age 22-23 years who prefer more
economical brands, such as Lakme, over more expensive brands like Loreal Paris,
Maybelline and M.A.C. Customers like to invest more in skin care than makeup
essentials, hair care and body care products from physical stores with added
discounts. Customers preferences were influenced by brand quality, services, role of
ambassadors and believe testing of product plays a major role in brand preference.
Consumers were satisfied with the brand.

5.3 SUGGESTIONS

 Consumers in Himachal Pradesh prefer Lakme makeup brands over others.

 Consumers prefer to invest in affordable cosmetic products that perceived to be more
budget friendly and of higher quality.
 Consumer prefer to buy cosmetic from physical stores with added discounts as
promotional strategies.
 A proper communication should be created with doctors, and beauticians and should
involve popular brand ambassadors in advertisement to make them more attractive,
affective and reliable.

38
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Cosmetics products”, ISSN: 2249-7196 IJMRR/April 2015/ Volume 5/Issue 4/Article
No-2/246-250 Kajapriya R et. al./International Journal of Management Research &
Review *Corresponding Author www.ijmrr.com 246.

14. Chan, Y. Y., & Mansori, S. (2016). Factor that influences consumers' brand loyalty
towards cosmetic products. Journal of marketing management and consumer
behavior, 1(1).

15. Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of

consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.

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17. https://iide.co/case-studies/marketing-strategy-of-maybelline/

ii
Appendices
 APPENDIX-A

CONSENT FORM

I hereby give my consent for my participation in the study title “Study on Preference
towards Cosmetic brands among girls of age group 20-25 years in Himachal Pradesh”.

I have been explained variables of the study and I am prepared to participate in the study.

Date: Signature of Participant

 APPENDIX-B

Tool consists of two sections:

Section A: Demographic Variables
Section B: Self-Structured Questionnaire

INSTRUCTIONS: Kindly read the following statements carefully and complete them by
selecting appropriate options. The information provided by you will be kept confidential and
used only for the study purpose.

SECTION A: SOCIODEMOGRAPHIC DATA

1. Name…………….

2. Age
a. 20-21
b. 22-23
c. 24-25

3. Marital status
a. Married
b. Unmarried

4. Occupation
a. Student
b. Employed
c. Homemaker
d. Other

5. Residential area
a. Rural
b. Urban

6. Religion
a. Hindu
b. Other

7. Family monthly income in Rupees

a. Rs.5,000-15,000
b. Rs.15,001-30,000
c. Rs.30,001-45,000
d. >45,000
SECTION B: SELF-STRUCTURED KNOWLEDGE QUESTIONNAIRE

8. Which brand do you prefer most in cosmetics?

a. Lakme
b. Maybelline
c. M.A.C
d. Loreal Paris

9. Why do you prefer brand?

a. Quality
b. Popularity
c. Accessibility
d. Affordability

10. How many years have you been using the cosmetic products?
a. Below 1 year
b. 2 year
c. 3 year
d. Above 4 year

11. How do you learn about cosmetic brand?

a. Friends
b. Family
c. Social Media
d. Other

12. What type of product do you prefer in cosmetic brand?

a. Hair care
b. Body care
c. Skin care
d. Makeup essentials

13. How often do you purchase these cosmetic products?

a. Once in a month
b. Once in three months
c. Once in six month
d. Rarely

14. Where do you usually purchase cosmetics?

a. Physical Stores
b. Online
c. Specific Retailers
d. Website Purchase

15. What motivated you to purchase cosmetic items?

 a. Cost
b. Quality
c. Attraction
d. Popularity

16. What factors do you consider when purchasing cosmetic items?

a. Color & Design
b. Brand name
c. Brand image
d. Services

17. How much do you spend on luxury items?

a. Up to Rs. 500/-
b. Rs. 501 to Rs. 1000
c. Rs. 1001 to Rs. 2000
d. Above Rs. 2000

18. What is your opinion about the price range of luxury brand?
a. Costly
b. Affordable
c. Reasonable
d. Low

19. What type of promotional strategy do you expect?

a. Coupons
b. Free Gifts
c. Offers
d. Discount

20. What factors influences the young people to buy cosmetic brands?
a. Variety
b. Quality
c. Design
d. Publicity

21. What extent does the brand ambassador influence impact on brand preference
of customer?
a. Limited
b. Significant
c. Varied
d. Likeability

22. Rate your level of satisfaction toward your brand?

a. 1(strongly satisfied)
b. 2(satisfied)
c. 3(neutral)
d. 4(dissatisfied)
23. Will you change your brand preference on your companion’s compulsion?
a. Yes
b. No

24. How important is it for you to test products before purchasing?

a. Very Important
b. Somewhat Important
c. Not Important

25. Does your budget affect your brand preference?

a. Always
b. Rarely
c. Never