“An Analytical study on Consumer satisfaction with respect to skin

care
Products (A brand-wise analysis)”
INDEX

Sr. No Particulars Page No.

1 Introduction
1.1 Definition 1
1.2 Introduction
2
2 Current market situation of skin care industry
2.1 Major players 4
2.2 Market size 6
2.3 Growth and opportunities 7
2.4 Skincare range 8
3. Literature Review
10
4. Research Methodology
4.1 Types of Research 14
4.2 Statement of Problem 14
4.3 Sources of data collection 15
4.4 Sample size 15
4.5 Area of study 15
4.6 Hypothesis 15
4.7 Methodology of analysis 16
4.8 Objectives of study 16
4.9 Limitation of Study 16
5. Data Analysis 17
6. Hypothesis testing 31
7. Conclusion 32
8. Recommendation 33
9. Bibliography 34
Appendix 35
1. INTRODUCTION

Definition

Consumer Satisfaction – Philip Kotler defines customer satisfaction as a

‘person’s feeling of pleasure or disappointment, which resulted from comparing
a product’s perceived performance or outcome against his/her expectations’.
Consumer satisfaction is a measure of how products and services supplied by a
company meet or surpass customer’s expectation.

Source:https://asq.org/quality-resources/customer-satisfaction

Skincare products - Skin care refers to the use of cosmetic preparations,

antiseptics, tonics, lotions, creams, or other similar product stoa person's body, as
well as massaging, washing, stimulating, manipulating, beautifying, or similar
activities. Skin care refers to cosmetics that are intended to care for and protect the
skin. These include creams and lotions for the face, hands, and feet, as well as
sunscreen.

1
Introduction

Today, the global cosmetic industry faces enormous demand and challenges in providing
guaranteed quality cosmetic products. Consumers have become more aware of hygiene and
beauty in recent year as result of technological advancements, globalization, and increased
purchasing power, which is the primary reason for the rapid development of the cosmetic
industry. Female behaviorism complex and dynamic, as every female community aspire
stove beautiful and attractive. The cosmetic is regarded as a powerful weapon that women
believe will transform their ordinary appearance into one that is attractive and presentable.

The Indian cosmetic industry as developed x potentially over the last few decades, as Indian
competitors began manufacturing products to meet the increased demands of both the Indian
and international markets. Consumer purchasing power and fashion awareness were thought
to be the motivating factors in the cosmetic industry. The Indian cosmetic industry fulfils the
rising demands for cosmetic products in all sectors, from rural areas to cosmopolitan cities,
from the poor to the millionaires, and from children to adults. It can be seen that the Indian
cosmetic industry is in an active state in terms of marketing. Given the vast potential of the
cosmetic market , cosmetic manufacturing companies in vest signific an sources and time in
analyzing the various demographic and psychographic characteristics of the Indian
population .Inter of development ,the Indian cosmetic market ,which in clades health skin,
hair care, shading beauty care product consideration classifications, has outperformed the
world's driving corrective market in the recent times .The Indian cosmetic market started
experiencing uncontrolled development as a result of increased spending power and rising
shopper awareness about corrective items amid developing wonderfulness cognizance.

Beauty and skincare is one of the most complicated sectors, with a wide range of client
preference and demands. The rising popularity of DIYs natural in gradients, and customized
skin care products have introduce do are introduce dust on in care routines in the last year.
We noticed a big number of customers and companies adhering to and embracing this new
trend, and we play and key part in has tending their decisions. Before making a purchase,

2
today's client is a well-informed and conscious consumer who under stands the risk in type,
its unique demands, and conducts research on trends and products that will benefit them.
The market is vast, with it every customer's demand sand bud get, new or old. Skincare is
the practice of using various kin care products, such a screams and lotions, to preserve and
enhance one's physical appearance. End consumers in India may readily obtain these items
through a variety of distribution channels, including supermarkets/hypermarkets, online
retailers, pharmacies & drugstores, department stores, specialty stores, and beauty salons.

In recent years, the market for skin care products in India has grown significantly. This is
mostly due to the existence of a youthful demographic, an increase in disposable money, and
a movement in Indian customers' lifestyles toward a better way of life.

People in India have be gun to feel that beautiful skin not only he lost to keep attractive ness
but also promotes physical well-being, which has resulted in a huge increase in the skincare
sector. Customers want to focus on health is kin in a variety of ways, from sticking to a
basic skincare regimen to experimenting with specialized ingredient-based products.

3
2. CURRENT MARKET SITUATION OF SKINC ARE INDUSTRY

Major players
There are many players operating in the Indian cosmetic industry. Some come up with full
ayurvedic and natural formulation while some with chemicals. Both prevail simultaneously
in the industry. Some of the key players are as follows:

 Himalaya - Mohammad Manal created the Himalaya Wellness Company in 1930 with a
strong purpose of bringing Ayurveda to society in a modern way. It makes health-care
products using ayurvedic ingredients under the Himalaya Herbal Healthcare brand. It has
various skin care products like Himalaya Purifying Neem Face Wash, Himalaya Herbals
Purifying Neem Face Pack, Himalaya Herbals Clarifying Mud Mask, Himalaya Revitalizing
Night Cream, etc. Among all the products its purifying neem facewash is most famous and
is used at a large.

 Lakme – Lakme, founded 1952 is an Indian cosmetics brand and it is owned by Hindustan
Unilever. Lakme offers a variety of beauty goods, including sunscreen with various SPFs,
mousse, kajal, eyeliners, foundations, lip crayons, and more. Its skin care products include
sunscreens with different SPFs, CC creams, BB creams, Moisturizer, face gels, day creams,
night creams, etc.

 Vaseline – Vase line is an American brand of petroleum jelly based products owned by
transnational company Unilever. Products include plain petroleum jelly and a selection of
skin creams, soaps, lotions, cleansers, etc. Vaseline deals in a variety of products among
which its moisturizer and petroleum jelly is mostly used.

 Nivea-Nivea Crea, the world’s first stable oil-and-water-based cream, revolutionized skin
care when it was introduced in 1911. Despite the fact that the Nivea family has grown
significantly, it remains creative. Nive a has a lot of product variety from moisturizers to
body lotions, from sunscreens to face washes, from men’s products to women’s, from
deodorants to men’s shaving foam. The Nivea cream in blue aluminium tin is most used
worldwide.

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 Biotique – Biotique is the first of its type in the Indian cosmetics sector, having introduced
100% organic cosmetics. There are no preservatives and the ingredients are all natural. It is
founded by Vinita Jain in 1992. Biotique offers various skin care products as well as body
care and hair care and cosmetics too. It offers moisturizers, lotions, sunscreens, facial kits,
toners, gels, etc.

 Mamaearth – Mamaearth is founded by Ghazal Alagh and her husband Varun Alagh in
November2016.Mamaearthbelievesin nourishing the skin with natural ingredients. Anything
they take from nature has aplethora of skin-beneficial properties. They collaborate with skin
care professionals at every stage to provide us the greatest skin, face, and hair care products
so that we may address our skin problems with natural components. Mamaearth this in a lot
of demand now a days because of it natural ingredients. Its cleanser sand face wash and face
oil are highly recommended by young people.

 Ponds–Pond scream was In vented by Theron T.Pondin1864. Ponds is a beauty and health
care brand owned by Unilever in the United States. It offer variety of skin care products like
Moisturizers, cold creams, face wash, day creams, etc.

 Oriflame - Oriflame was created in Sweden in 1967 by brothers Jonas and Robert of Joch
nick, as well as Bengt Hellsten. Oriflame has also a wide range of variety of different skin
and face care products.

 Khadi naturals - In 1963, the company was founded and created by Gaurav Singh. Khadi
Natural is pleased to be the market's old stand most reputable beauty and health care brand.
Their goods are made entirely of ayurvedic ingredients. Natural and herbal components are
used to make the products.

 Wow skin sciences - WOW Skin Science is a health, wellness, and fitness firm based in
India founded by Manish Chowdhary and Shradha Sharma in 2016. The products are safe,
nature-inspired, and derm a to logically tested. Wow skin science s offer variety of skin and
hair care products.

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Market size

 In 2020, Skincare was the leading category, accounting for about 42 percent of the global market.
The market for skin care products was valued at $2,478.4 million in 2017, and is expected to
grow at ACAGR of 9.5 percent from 2021 to 2027, reaching $5,033.7 million in India. During
the forecast period 2022-2022, the Indian Cosmetics Products Market is expected to develop at a
CAGR of 4.23 percent. In 2017, the cream sector accounted for the largest proportion of the
Indian market by product type. This is due to a recent increase in fashion sensitivity among
Indian customers. In 2021, face creams and moisturizers had the greatest revenue share of more
than 40.0 percent, and this trend is expected to continue for There to of the projection period.
Face creams and moisturizers are among the most commonly used goods since they are used
regularly. Furthermore, the use of skin care products such as acne treatments, facemasks,
facialcleansers, and facial to nersis on the increase among , Indian customers who want to
preserve a healthy and young appearance. On April 11, 2022 Statista Research Department
published Revenue of the global skin care market 2013-2026.The worldwide skin care industry is
expected to produce roughly 136.4 billion dollars in 2020. According to the Consumer Market
Outlook, this market's, revenue would reacharound187.68 billion dollars by 2026.

Source:https://www.statista.com/forecasts/1268473/worldwide-revenue-skin-care-market

6
Growth and opportunities

The worldwide skin care market is experiencing a surge in demand for natural and organic
skin care products, and the sector appears to be expanding in a fast-paced period. As are
result, businesses are concentrating on create cutting-edge items that will keep the market
afloat. Customers are active in selecting various choices for their needs and regimen for skin
care. The global skin care market is expanding considerably. The beauty and personal care
sector is undergoing a revolution due to a constant shift in customer knowledge and
purchasing behavior. Consumers want higher-quality herbal, organic, and Ayurvedic goods
that are safe for their skin. Besides, the industry is being driven by increased product
awareness and accessibility via a multichannel strategy, which includes corporate store front
sand websites, e-commerce plat forms, and doorstep delivery, among other things.

People in India have begun to feel that beautiful skin not only helps to keep attractiveness
but also promotes physical well-being, which has resulted in a huge increase in the skincare
sector. Customers want to focus on healthy skin in a variety of ways, from sticking to a
basic skincare regimen to experimenting with specialized ingredient-based products. While
some people choose to use sophisticated skincare products such as sheet masks, serums, jade
rollers, Gua Sha stones, and AM-PM creams, there is still a significant number of people
who are beginning to use basic skincare practices like cleanser, toner and moisturizer
(CTM). Internet has also acted as a catalyst for growing skin care industry. Because of the
rise in internet commerce, the beauty and personal care business has grown fast. Even for
offline customers, it plays an important part in research, comparisons, and trends.

The skincare story will continue to evolve as fresh beliefs and innovations emerge. The
difference is that the ideal so to penness, self-love, diversity, convenience, and durability are
driving its progress.

7
Skin care range

Skin care range includes many products for various problems of the skin according to skin
type. Various types of skin care products are discussed as follows:

i) Cleanser - Dermatologists believe that cleansing your face twice every day is essential
for removing germs, debris, and toxins from your skin. However, different types of
cleansers are better suited to different skin types.

ii) Exfoliator - Exfoliation is an important element of any skin care routine, but it can be
scary for individuals who are just getting started with their beauty routine and aren't sure
what an exfoliator accomplishes. An exfoliator is a substance or equipment that is used
on the skin to exfoliate dead skin cells.

iii) Serum - A face serum serves a variety of purposes, including providing moisture,
antioxidants, and a concentrated dosage of nutrients to the skin. Sensitive skin is healed.

iv) Face oil - No matter what your skin type is, nutrient-rich face oils assist to establish a
durable layer for your skin. They may be quite moisturizing, making them ideal for
persons with dry skin.

v) Sunscreen-No matter what seasonitis, sunscreen is necessary to protectly our skin from
UV damage. Fortunately, sunscreen may be applied in a variety of ways other than the
traditional container.

8
vi) Moisturizer - Moisturizer is used from head to toe to help keep your skin appearing
youthful.

vii) Chemical peels - Chemical peels remove the skin's outer layer, which means they dig
deeper and remove more dead skin cells than exfoliators. Glycolic, salicylic, and lactic
acids are commonly found in them.

viii) Toner - To eliminate excess remnants of makeup or other impurities, use toner
twice a day after cleansing.

ix) Face Mask - There are several types of masks available, ranging from moisturizing to
drying to even brightening, making them suitable for all skin types.

x) Eyecreams-Eyecreamsaredesignedtoaddressspecificproblemswiththeeyeregion, such as
puffiness, wrinkles, and dark circles.

xi) Treatment products-Specific skin is sues such as acne, dark spots,

hyperpigmentation, fine wrinkles, and inflammation are addressed with treatment
solutions.

9
3. LITERATUREREVIEW

Following are some overviews of previous published works by various researchers on skin care
industry:

 Zohora Kabir (2013) undertook a research on "Factors Affecting Consumer Preferences for
Purchasing a Skincare Product". The findings reveal that there are substantial correlations
between the willingness to pay for a skincare product and its pricing element, as well as
between the desire to spend money on skin goods and its brand component.

 Ligo Koshy (2017) in his research on the variables impacting the purchase behavior of face
care products among young, found that greater technology, better education, scientific
development, and economic expansion have given individuals more purchasing power.
People have become more mindful of appearance, hygiene, and a healthier lifestyle as a
result of media impact. According to the findings, female consumers prioritized the brand
name of items, followed by the substance and marketing.

 A. Mohanapriya, M. Padmavathi, A. Prasathkumar, (2019) conducted a study on the Impact

of Skin Care Products on the Self-Esteem of Women Users and Non-Users in Coimbatore
City and they concluded that Persons who use skin care products had somewhat greater self-
esteem than those who do not use skin care products, and there was no significant difference
in self-esteem between working and non-working individuals. The study's scope may be
expanded to include examining the influence of individual's self-esteem depending on their
educational level, age group, and demo graphic parameters, as well as research relevant to
the real consequences of women users' purchasing behavior or spending patterns on skin
care products.

 Kimberly LeBlanc, Kathryn Kozell, Lina Martins, Louise Forest-Lalande, Marilyn Langlois
and Mary Hill (2016) created a report in which they conducted a study on whether twice-
Daily Skin Moisturizing More Effective Than Routine Care in the Prevention of Skin Tears
of elderly population and there they concluded that routine twice-daily skin moisturizing did
not significantly result in flower incidence of skin tear sin long term care compared to usual
care in one study.

10
 Ms. Nishandini Ramesh and Mr. M. S. Siranjeevi (2017), performed research on the factors
that in fluence customer sat is faction with cosmetic products. According to the finding
soft this survey, product quality plays a significant influence in the minds of female
customers when it comes to cosmetic products. The customer's buying habits have changed
in this current circumstance, with a rise in the purchase of cosmetic items.

 Siddharth Shriram Shimp and K Sinha (2012) investigated product characteristics that in
fluence purchasing decisions. The text use of the product, the stated result, pastis age history,
and skin compatibility are all factors to consider. According to the survey, the male
cosmetics sector in India is still and business. The texture of the substance ,the stated effect,
use, and skin compatibility were all major factors that affected the purchase.

 Thakur, S., and Singh, A. P. (2012) in their research on The bonding between loyalty
intention, brand image, and customer satisfaction regarding cosmetic products and it also
stated the five advantages of brand image, which are symbolic, functional, social,
appearance boost, and experiential. Data was obtained from 150 respondents, both men and
women, who
wantedtousespecificbrandcosmeticgoodsforthisinvestigation.Thefindingsrevealedthat the
three brand image benefits explicitly social, appearance enhance, and functional are
stronglylinkedtoloyaltyintentionandcustomersatisfaction,whiletheothertwobrandimage
benefits, symbolic and experiential, have no significant impact on loyalty intention and
satisfaction.Finally,theconclusionwasthatmarketingmanagersmustfocusonbrandimage
inordertoachievecustomerpleasureandbuildconsumerloyaltytotheirproductandservice.

 V.Apaolaza-Ibáez, P.Hartmann, S.Diehl, and R.Terlutter. Apaolaza-Ibáez, P.Hartmann, S.

Diehl, and R.Terlutter(2011),conducted a study on Women's happiness with cosmetic items
came to a conclusion. A survey of 355 women was done in order to conduct the research.
The findings show that both hedonic and utilitarian brand advantages contribute to brand
satisfaction.

 Leslie Bailey (2009) in her research paper “A study of the factors impacting women’s
purchases of anti-aging skincare products” concluded that Women were anticipated to
purchase their goods because they were familiar with the brand's level of quality and saw the
brand as more trust worthy, there fore reputation was be level to be the most important

11
element. When it comes to marketing anti-aging products, a brand's perceived trust worthiness
is crucial, since skin care products may be pricey and results might take along time to appear
results.

 Asiya Faisal Khan (2013) in her research paper “A Study of the Impact of Self Image on
Women Skin Care users In City of Gwalior” concluded that cosmetic said in the
enhancement of our self-esteem. A tiny adjustment on the outside may have a huge impact
on our self- image on the inside. Marketers should create commercials that communicate the
proper messages to their target audiences and tap into the inner world of self-image
customers. Managers must build their goods and communication tactics in such a way that
they benefit women consumers and result in a significant change in their personalities.

 Kameswara Rao Porank (2015) in his study on Consumer Attitudes and Perception on
Personal care Products and Cosmetic sat Visakhapatnam, India concluded that when it
comes to purchasing cosmetics and personal care goods, the Indian consumer is becoming
increasingly brand aware. Companies must concentrate on the type of advertising that
performs the most important function in this situation: In a price-sensitive eco no my like
India, word-of-mouth promotions are crucial. Some tactics, such as Visual Merchandising,
are only relevant during the research and evaluation phase of the purchase process.
Customer happiness and brand loyalty are heavily impacted by consumer attitudes, beliefs,
and perceptions, which play a significant role in purchasing decisions.

 Dr.Rambabu Lavuri, Dr.D.Sreeramulu (2019)in their study on “Personal Care Products: A

Study on Women Consumer Buying Behaviour” concluded that the majority of respondents
buy personal care goods on a monthly basis, with a greater level of brand awareness and a
preference for national brands for their personal care products. Product factors and decision
influencers have a significant impact on buying behaviour of women respondents, and there
is a strong correlation between education and marital status with buying personal items,
followed by product factors like brand loyalty, brand name, and product quality having a
positive association with women buying personal items.

 Heba Shabaan and Wejdan Aljhari (2019) in their study on Usage Patterns of Cosmetic and
Personal Care Products among Female Population in Saudi Arabia: Important Factors for
Exposure and Risk Assessment, concluded that Personal care product intake varies greatly,

12
and various items are eaten at the same time. The assessment of safety risks connected to
cosmetic usage is required when reporting adverse effects of cosmetic goods. The findings
of this study may be useful to safety assessors in protecting the general public and
individuals who are vulnerable. Current frequency and co-use statistics are critical in
determining the Saudi population's true exposure to cosmetics and PCPs.

 S. Poornima (2018) in her study on consumer buying behavior to wards cosmetics with
special reference to women in Vellore city came to a conclusion that in today's market, there
is a lot of competition. The customer is the market's king. The significance that the in
today's economy, the individual consumer require marketers to look at the purchasing
process Likes and dislikes of people's habits, preferences, and tastes consumers, and as a
result, they must alterits marketing mix and practices Inter of cosmetic India's industry is
one of the fastest expanding in the world. Marketer sin all businesses should be a ware of the
factors influencing buying decisions, as well as the student's mind set, perception, and
learning habits consumer's interest in cosmetics People are constantly inquisitive believe the
most crucial thing to be quality while buying cosmetics, and they're also take a look at what
a beautician has to say.

 Mrs.J.VidhyaJawaharandDr. K. Tamizhjyothi (2013) in their study on Consumer Attitude

towards Cosmetic Product concluded that People nowadays use cosmetic items in large
quantities, which has result Edina significant growth in the number of company is sente ring
this industry. Companie title to figure out how consumers feel about the dictionaries so that
they may focus their goods to a certain group of people rather than wasting money on
individuals who aren't interested. This study has provided a platform for businesses to
consider different dimensions of what customers want, allowing them to decide on
Marketing Mix for various products, such as changing the product or changing the design,
adjusting the price to better suit the target audience, using the appropriate promotion mix,
such as sales promotion, advertising, publicity, and personal selling, and finally changing
the distribution channel.

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 4. RESEARCHMETHODOLOGY

Type of research

The study is descriptive and quantitative in nature. The population for the study comprises
women cosmetic consumers in the city of Nagpur, Maharashtra.

Statement of problem

The focus of present study is to find customers preference of choosing skin care brands for their
use. The study also focuses on the factors that females concentrate more on while buying the
products brand wise. The study focuses on various influencing factors like quantity, quality,
design, safety, skin friend lines, affordability and value form one of the product the females
want to use while buying them. This study will he pus to find the brands that females use the
most and the brand they would recommend to others. It will also help us to find the reasons
and factors for using the skin care products according to age group also. This study will also
help us to find from where the females prefers to buy the skin care products of their favorite
brands. The most important thing on which this study focuses, is how much satisfaction the
female consumers receives from using the skin care products of different brands.

14
Sources of data collection

They search is based on both primary and secondary data sources. The core data was
collected using a Google Forms-based questionnaire that was sent to 120 respondents
strictly females via WhatsApp and other social media platforms. The internet was used to
acquire secondary data.

Sample size

Method of simpler and of sampling is used for the selection of respondents. Sample is
strictly restricted to only female respondents. Sampling consists of 120 female respondents .

Area of study

Area of study is Nagpur city of Maharashtra which is one of the fastest developing city of
India.

Hypothesis

H0:Perceived quality is most preferred attribute while selecting acosmetic brand.

H13: Perceived quality is not preferred while selecting a cosmetic brand.

15
 Methodology of analysis

Simple percentage procedures and ranking techniques were employed as the statistical
instrument for this study's investigation. After the data was collected via the questionnaire,
it was properly edited. Tables were created based on the replies of the samples. Tables and
figures were used to examine and understand the data obtained. Besides, respondents were
also asked to rank the different skin care brands, the least being the best and they were also
asked about the factors influencing them to buy their favorite brand.

Objectives of study

This project is centered on female client’s satisfaction with the skin care product. And
objectives are as follow-

• To determine which factors motivate the female consumers to purchase skin care items.

• To recognize the need sand expectations of female consumers in the area of skin care
cosmetics.

• To measure the satisfaction of females in the purchase and use of skin care products.

Limitations of study

+
The study is only for don the skin care products. There
are only 120 people who have responded.
There are only collected from females. The
responses are all from the Nagpur district.

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 5. DATAANALYSIS

The information was gathered via a questionnaire designed on google forms. Tables were
made based on the sample’s responses. To evaluate and interpret the data acquired, tables
and figures such as pie charts, clustered barcharts, and clustered column scharts were
employed.

a) Age group

Agegroup

5.80%
19.20%
12.50%
18-22
23-30
31-40
20% 41-50
50 &above
42.50%

From above responses it can be inter pretend that from the people who responded:

 19.20%people are from the age group of 18-22

 42.50%people are from the age group of 23-30
 20%people are from the age group of 31-40
 12.50%people are from the age group of 40-50
 5.80%people are from the age group of 50 and above

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 b) Lifestage

Lifestage

19.40%

single/
unmarriedmarried

54.50% marriedwith1 child

17.80%
marriedwithmorethan1 child

8.30%

From above responses it can be interpreted that from the people who responded:

 54.50%people are single or unmarried

 8.30%people are married
 17.80%people are married with 1 child
 19.40%people are married with more than 1 child

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 c) Occupation

Occupation
3.30%

21.70%

studentwork
43.30%
inghome-
maker
retired

31.70%

From above responses it can be inter pretend that:

 43.30%respondents are students

 31.70%respondents are working women
 21.70%respondents are home-maker
 3.30%respondents are retired

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 d) In come group

Incomegroup

9.20%
From
above
1000-15000
17.50%
16000-30000
30000-45000
53.30%
45000&above
10.80%
None

9.20%

Responses it can be interpreted that:

 9.20%femaleswerein in come group of Rs. 1000-Rs. 15000

 17.50%femaleswerein in come group of Rs. 16000-Rs. 30000
 10.80%femaleswerein in come group of Rs. 30000-Rs. 45000
 9.20%femaleswerein in come group of Rs.45000 and above
 53.30%females were no tearing

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 e) Frequency of using skin care products

Frequency
1.70%
12.50%

2.50%
Daily
4.20%
Once a week
twice a week
7.50%
onceamonth
occasionally
Seasonally
71.70%

From above responses it can be inter pretend that:

 71.70%females use skin care products daily

 7.50%females use skin care products once a week
 4.20%females use skin care products twice a week
 2.50%females use skin care products once a month
 12.50%females use skin care products occasionally
 1.70%females use skin care products seasonally

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 f) Place of preference for buying skin care product

Placeforbuying

31.70%
Retailshopnearbyhome
43.30%
shoppingmalls
medicalshops/pharmacy
Onlinestore

16.70%

8.30%

From above responses it can be inter pretend that:

 43.30%femalesprefer retail shop near their home for buying the skin care products
 8.30%females prefer shopping malls for buying the skin care products
 16.70%femalesprefer medical shop or pharmacy for buying the skin care products
 31.70%females prefer online store for buying the skin care products

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 g) Ranking the brands according to their skin care products (least being the
best)

50 49

40 37 36
34 34 33
31 32 31 32 31
29
30
26 27 27 26
27 27 28
25
22 23 24 23
20 21 21 20 20 21 21
19
20
1415 14

9 9 10
10 8
4

0
Lakme Nivea Himalaya Joy Vaseline Biotique Mamaearth Ponds

1 2 3 4 5

From above responses it can be inter pretend that:

 Rank1-34 females ranked Nivea with number one followed by Mama earth with33, Vaseline
with31, Bio tiquewith26, Joywith23, Lakme and Himalaya with 20 each and lastly ponds
with 15 votes.
 Rank2–37 females ranked Joy with number two followed by Bio tiquewith31, Mama earth
and Ponds with 27 votes each, Himalaya with 23, Lakme with 22and lastly Vaseline with
20 votes.
 Rank 3 – 49 respondents ranked Himalaya with number three followed by Ponds with 36,
Biotique with 34, Vaseline and Joy with 32, Nivea with 27 and lastly Mamaearth with 25
votes.
 Rank 4 – Nivea is ranked by 29 females with number four followed by Ponds with 28,
Vaseline with 27, Himalaya with 24, Lakme, Mamaearth and Biotique with 21 Votes each.
 Rank5–Lakme is ranked with number five by 26 females, followed by with 14 each,
Vaseline with 10, Joy and Nivea with 9 votes and lastly Biotique with 8 votes.

24
 h) Are the favorite brand and the brand people are using for skin care the
same?

33.30%

66.70%

yes no

From above responses it can be inter pretend that:

 66.70%females use their favorite brand for skin care

 33.30%females use different skin care brand from their favorite one.

25
 i) Favorite skin care brand

DotandKey 1
Cica 1
oriflameEp 1
isoftNykaa 1
BodyShop 1
Cetaphil 1
Homeremedies 1
VLCC 1
Wowskin 2
Khadinaturals 2
Plum 2
PondsMama 3
earth 6
Biotique 15
Vaseline 10
Joy 5
Himalaya 8
Nivea 6
Lakme 35
18
0 5 10 15 20 25 30 35 40

From above responses it can be interpreted that among120 females:

 Nivea is favorite of 35females which constitutes 29.2%

 Lakme is favorite of 18females which constitutes15%
 Mama earth is favorite of 15females which constitutes12.5%
 Biotique is favorite of 10females which constitutes 8.3%
 Joy is favorite of 8females which constitutes 6.7%
 Himalaya is favorite of 6 females which constitutes 5%
 Ponds is favorite of 6females which constitutes 5%
 Vaseline is favorite of 5females which constitutes4.2%
 Plum is favorite of 3females which constitutes 2.5%
 Khadi naturals, VLCC and Wow skin is favoriteof2 female such which constitutes 5.1%
 Homere medio, Cetaphil body shop, ykaa’s episode, oriflamme, cicaanddot &keyare
favorite brands of 1 female each which constitutes 6.4%

26
 j) Higherusingpreferenceforthebrandofskincareproducts

Boroplus 1
Oriflame 1
KhadiNaturals 1
Dot and Key 1
VLCC 1
Jhonsonbaby 1
Nykaa 1
OliviaCet 2
aphil 2
Wowskin 2
EpisoftPlu 3
mPonds 3
Mamaearth 18
Biotique 37
Vaseline 27
Joy 39
Himalaya 21
Nivea 33
Lakme 50
38
0 10 20 30 40 50 60

Fromaboveresponsesitcanbeinterpretedthat:

 Niveahas highestusers among thefemales whoresponded i.e. 41.7%

 Vaselinehas32.5%users
 Lakmehas31.7%users
 Mamaearthhas30.8%users
 Himalayahas27.5% users
 Biotiquehas22.5% users
 Joyhas 17.5% users
 Pondshas 15% users
 Plumand Episoft has2.5%users each
 Cetaphil,wow skinand Oliviahas 1.7% users
 Khadi naturals, oriflame, boro plus, nykaa, VLCC, Johnson baby and Dot & key has
0.8%users each

27
 k) Factorsinfluencingthepeopleforusingtheabovebrand

Dematologists
4
Recommendedbysomeone
11
Advertisements
14
Skin-friendliness/Safety
93
Affordability
53
Ingredients
51
Design
20
Quantity
50

Quality
102
0 20 40 60 80 100 120

Fromaboveresponsesitcanbeinterpretedthat:

 Quality has agreat influenceon femalewhilebuying skin careproducts. About 85% i.e.102 out
of 120 females measure quality as a most influencing factor.
 Afterqualityskinfriendliness andsafetyis consideredby77.5%respondents.
 Affordabilityisconsideredby44.2% females
 Ingredientsisconsideredby42.5%females
 Quantityisconsideredby41.7%females
 Designisconsideredby16.7% females
 Advertisementisconsideredby11.7%females
 9.2%females usethe brandbecauseitis Recommendedby someone
 0.8%females useitbecausetheirDermatologist recommendation

28
 l) Satisfactionreceivedbyusingtheskincarebrand

60

51
50
45 45 44
40 39
40 38

32
30
30
25 25
22 21
20 20 19
20 17
12 12
9 9 9
10 6 6
4

0
Quantity Quality Design Skin Affordability/value
friendliness/safety formoney

Veryunsatisfied Unsatisfied Neutral Satisfied Verysatisfied

Fromaboveresponsesitcanbeinterpretedthat:

 Quality: About 45 females out of 120 were found to be very satisfied with the quality of the
product they use, 32 were just satisfied, 12 were found to be neutral, 9 were unsatisfied and
22 females were very unsatisfied.
 Quantity: About 45 females out of 120 were found to be very satisfied with the quantity of
theproducttheyuse,40werejustsatisfied,9werefoundtobeneutral,6wereunsatisfiedand 20
females were very unsatisfied.
 Design: About 25 females out of 120 were found to be very satisfied with the design of the
product they use, 44 were just satisfied, 25 were found to be neutral, 9 were unsatisfied and
17 females were very unsatisfied.
 Skinfriendlinessorsafety:About59femalesout of120werefoundtobeverysatisfied with theskin
friendliness orsafety oftheproduct they use, 39 werejust satisfied, 4 werefoundto be neutral,
6 were unsatisfied and 20 females were very unsatisfied.
 Affordabilityorvalueformoney:About38femalesoutof120werefoundtobeverysatisfied with
the affordability or value for money of the product they use, 30 were just satisfied, 21 were
found to be neutral, 12 were unsatisfied and 19 females were very unsatisfied.

29
 m) Recommendationofskincarebrandsto others

Oriflame 1
Khadinaturals 1
VLCC 1
Dot&Key 1
Bodyshop 1
Olivia 1
SimpleNy 1
kaa 1
Wowskin 3
EpisoftCe 2
taphil 3
Plum 3
PondsMam 22
aearthBioti 40
queVaselin 34
e 39
Joy 23
Himalaya 37
Nivea 58
Lakme 42
0 10 20 30 40 50 60 70

Fromaboveresponsesitcanbeinterpreted that:

 Mostfemalesi.e. 58%recommend Niveato others

 Lakmeisrecommended by35%females
 Mamaearthisrecommendedby33.3%females
 Himalayais recommended by 30.8%females
 Biotiqueisrecommended by28.3%females
 Joyisrecommended by19.2% females
 Pondsisrecommended by18.3%females
 Cetaphilandplum isrecommendedby 2.5%females each
 Episoftandwowskinisrecommended by1.7% females each
 Bodyshop,khadinaturals,oriflame,nykaa,VLCC,Olivia,simpleanddot&keyis recommended
by 0.8% females each.

30
6. Hypothesistesting

H0:Perceivedqualityismostpreferredattributewhileselectingacosmeticbrand. H 1:
Perceived quality is not preferred while selecting a cosmetic brand.

Fortestingthishypothesischi-squaretestwas performed.

Whencalculated,p value = 0.923622

Which means value of p is greater than significant value (0.05), so we can’t reject the null
hypothesisandthereforenullhypothesisisaccepted,thisclearlyshowsthatperceivedquality is
most preferred attribute while selecting a cosmetic brand.

31
7. CONCLUSION

From the above study, we can conclude that most female consumers use skin care products
onadailybasis.Alsotheypreferbuyingtheproductsmostlyfromretailstoreneartheirhome and
from online shopping sites too. Nivea was the most preferred brand for skin careamong the
female consumers. For some consumers, their favorite brand for skin care and the brand use
are different. Maximum respondents choose Nivea as number one brand followed by Lakme
and Mamaearth. Also in case of using people chose Nivea over any other brand followed by
Vaseline and Lakme. The above study also says that female consumers prefer quality of skin
care product over any other attribute. After quality what people prefer in skin care products
is skin friendliness or safety of the product and then affordability. The above
studyalsorevealsthatlotofpeoplearemostsatisfiedwiththeskinfriendlinessandsafetyof
theproductstheyareusing.Someconsumersarealsosatisfiedwiththeperceivedqualityand
quantity of the product atan equal level, whereas some people arealso notsatisfied with the
quantityoftheproducttheyareusing.Andfinallywecanconcludethatthemostlovingbrand for skin
care among females is Nivea because of its quality. Maximum people recommend brand of
Nivea to others.

32
8. RECOMMENDATION

Nivea if the most preferred brand in skin care. People are much satisfied with Nivea as it
provides a complete range of products for instance if people are using moisturizer of Nivea
then they are loving to use other products of it too.
People are much satisfied with the quality of product and very much concern about the skin
friendliness and safety of theproduct. Researcher would recommend that if a brand wants to
increase its customer satisfaction then it must give attention to the attributes mainly like
quality, safety, skin friendliness and affordability because this study shows these factors
influence customers to buy a cosmetic brand.
So researcher would recommend that any brand must have a good quality and safety in its
product as people won’t compromise in these two. The companies need to come out with
innovativetechnologyandbestfeaturestowardstheproducts. Ifeverybranddosothentheir
customer satisfaction will surely go on a rise.
Thisstudyrecommendsthatwhilepromotingthebrandcompaniesmusttargetagegroup23- 30 and
31-40 more.
Thesweetspotinpricingistheonewhichistargetingmassmarket.Ifcompanycontemplates
multiple target markets it should have different brand names.
Thoughthestudyisrestrictedtofemininemarketthemalegroomingmarketisalsogrowing.
Company should develop masculine brand(s) as well, however, the brand name should be
different.
This study has noted that herbal brands are getting acceptance in the market. This study
recommendsthatcompaniesshouldconsiderintroducingherbalbrandsaswell.Herbalbrands
should also be with different brand name.
Companies should make the brand available at medical stores too, which happens to be the
third most preferred outlet for buying cosmetic products.

33
9. BIBLIOGRAPHY

 MarketingmanagementbyPhilipKotler,KevinLaneandKeller
 PrinciplesofmarketingbyPhilipKotlerandGary. M.Armstrong
 SocialMarketing:InfluencingBehaviorsforGoodbyPhilipKotler,EduardoL.Roberto, Nancy R.
Lee
 Research paper from Dr.Edakkotte Shaji, Associate Professor & Head (vice principal) Post
Graduate Department of Commerce, Government Arts & Science College, Meenchanda,
Kozhikode, Kerala, India
 https://www.himalayawellness.com/
 https://lakmeindia.com/
 https://www.joypersonalcare.com/
 https://www.vaseline.com/us/en
 https://www.beiersdorf.com/brands/nivea
 https://www.nivea.in/
 https://mamaearth.in/product-category/skin
 https://www.ponds.com/us/en/home.html
 https://in.oriflame.com/
 https://www.mordorintelligence.com/industry-reports/india-cosmetics-products-market-
industry
 https://www.statista.com/forecasts/1268473/worldwide-revenue-skin-care-market
 https://www.dermstore.com/blog/skin-care-101/
 https://www.alliedmarketresearch.com/india-skin-care-products-market-A06651
 https://www.indianretailer.com/article/retail-people/trends/the-growth-of-skincare-market-
in-india-and-the-rise-of-informed-indian-customers.a7366/
 https://www.imarcgroup.com/india-beauty-personal-care-market
 https://yourstory.com/2021/12/skin-deep-market-trends-skincare-industry-india/amp
 https://www.researchgate.net/publication/
356119366_Customer_Satisfaction_on_the_Quality_of_Services_of_Local_Skin_Care_Prod
ucts
 http://iijsr.com/data/uploads/1023.pdf
 https://www.grandviewresearch.com/industry-analysis/skin-care-products-market

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APPENDIX(questionnaire)

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