Consumer Buying Behaviour of "Product Quality" (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)
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University of Liberal Arts Bangladesh

A new vision in higher education
Academic Year 2015
Bangladesh Market
Marketing Research Report
On
Consumer Buying Behaviour of Product Quality (Garnier Cosmetic)
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PREPARED FOR
Moinak Kanungo
ULAB School of Business
PREPARED BY
Asif Mahmud Onik
Md. Sariful Alam
Ummay Sanjida
Biswajit Saha
ID : 141051002
ID: 141051066
ID: 133051013
ID: 133051077
[August 2015]
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ABSTRACT
This senior paper and survey explores the relationships that different demographics (Bangladesh)
of Consumer Buying Behaviour of Product Quality. It observes their opinions on price, design,
quality and attractiveness of certain packaging designs but mainly customer want quality
product. For the majority of participants, they believes only Brand was associated with a higher
quality product. Consumers can judge based on a cosmetic products quality whether it is from a
low or high end brand as well as whether they are attracted to it enough to purchase it.
In addition to extensive research on Consumer Buying Behaviour of Product Quality Garnier,

a survey was conducted on over 40 consumers and most of which live in Dhanmondi and
Gulshan.
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: : Table of ContentsTopic
Page No
Abstract
iii
Chapter 1.0
History of Cosmetics
1.1
Cosmetic in Bangladesh
1.2
Literature Review
1.3
Scope and Objectives of the report
Chapter 2.0
Research Methodology
2.1
Source of Data
2.2
Limitations of the Study
2.3
Sample selection for the cosmetic Brand in Bangladesh
2.4
Sample selected for the study
2.4.1 Area of the study
2.4.2 Tools for analysis
Chapter 3.0
About LOREAL
3.1
History of Garnier
3.1.2 Beauty and Product
Chapter 4.0
4PS OF MARKETING
4.1
Product
4.1.1 Product Variety
4.1.2 Product Quality
4.1.3 Brand Name
4.1.4 Services
Chapter 5.0
Product Levels (The customer Value Hierarchy)
Chapter 6.0
Product mix
10
Chapter 7.0
Product Hierarchy
10
7.1
Need Family
10
7.1.1 Product Family
11
7.1.2 Product Class
11
7.1.3 Product Line
11
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7.1.4 Product Type

Chapter 8.0
Analysis & Interpretation of Garnier Cosmetic Product
11
Quality:
8.1
Define the problems
11
8.2
Factor Ranking Method
11
8.3
Analysis of Consumers Questionnaires
12
8.3.1 Analysis of Consumer
13
Chapter 9.0
Analysis of the over customer respondents
18
9.1
Age vs Brand
18
9.2
Satisfaction
18
9.3
Reason vs Brand
18
9.4
18
Chapter 10.0
Factors influenced on Choice of Brand and reasons that

would be purchase specific cosmetic products
Findings
Chapter 11.0
Conclusion
19
Reference List
20
19
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th
::: 1.0 History of Cosmetics: 20 century in Modern developments in technology, such as

the high shear mixer has facilitated the production of cosmetics which are more natural looking
& have greater staying power in wear than their predecessors. Cosmetic deodorant was invented
in 1888, by an unknown inventor from Philadelphia and was trademarked under the name of
MUM (deodorant).
21st century Beauty products are now widely available from dedicated internet only retailers,
who have more recently been joined online by established outlets, including the major
department stores & traditional bricks & mortal beauty retailers like most industries, cosmetics
companies resist regulation by government agencies like the FDA, & have lobbied against this
throughout the years. The FDA does not have to approve or review the cosmetics, or what goes
in them before they are sold to the consumers. FDA only regulates against the colours that can be
use din the cosmetics & hair dyes. The cosmetic companies do not have to report any injury from
the product; they also only have voluntary recalls on product. Cosmetics brands are releasing
cosmetics products especially tailored for men, men are also using such products more
commonly. There is some controversy over this, however, as many feel that men who wear make
up are neglecting traditional gender roles & do not view men wearing cosmetics in a positive
light others, however, view this as a sign of ongoing gender equality& feel that men also have
rights to enhance their facial features with cosmetics if women could.
Cosmetics in 1970s were divided into a Natural look for day & a more sexualised image
for evening.
In Asia, skin whitening continued to represent the ideal of beauty, as it does to this day.
1.1 Cosmetic in Bangladesh: The Bangladesh cosmetic industry has witnessed rapid growth
over the last couple of decades. At present Bangladeshs beauty market is worth TK 655 crore in
annual sales, which is almost three times its value in 2009.
The cosmetic sector has great potential due to the countrys rising middle class population and
increasing health and beauty consciousness among local consumer (People).
Herbal cosmetics from Bangladesh have a great demand in the overseas market and many
cosmetic products that are manufactured in Bangladesh today are supplied to international
suppliers of branded cosmetic products
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1.2 Literature Review: Debiprasd Mukherjee (2012) conducted a study entitled Impact of
celebrity endorsement on Cosmetic Brand Image. This study shows that consumers report
higher self-brand connection for multinational cosmetic brands with images that are consistent
with the image of a celebrity that they aspire to be like, particularly in the case when the image
of the celebrity and the multinational cosmetic brand match.
Subrahamanyam& others (1982) conducted a study on Marketing of consumer goods in
Vishakapatnam. It was found that large number of respondents purchased cosmetic brand
products from private retail shop followed by super bazaar & consumer co-operative store and
housewife played a vital role in taking purchase decision.
Singh J.D. (1981) conducted a survey on A study of Cosmetic Brand loyalty in India. The
study concluded that Indian consumers have been found becoming more & more cosmetic brand
loyal. Depending upon the nature of the product, they have single or multiple brand loyalty are
quality of the product, habit of use and regular availability of the product.
Ramakrishna Rao, Rama Raju& Ram Prasad (1987) conducted a survey on Husband-Wife
Involvement in Buying Decision Making in skin care product (Brand). One of the major
findings of the study is husband who are young, highly educated & belong to high income group
are relatively less dominated than their older, less educated & low income counterparts.
In cosmetic brand research prospective I think thats the 1st time research (survey) in Bangladesh
market and international market prospective they select more than two brands in survey
prospective. In internet evidence in our group prospective our report first time in Bangladesh and
other country research basis its some part are different to the other research report.
1.3 Scope and Objectives of the report: The objective of the report is to develop our
knowledge Research about how to consumer respond of cosmetic product buy situation as well
as to elaborate our thinking. Through this report, we will able to make our self at any situation
when we got the any sort of assignment or task or making any report regarding Research area. It
also help us for fulfillment our knowledge. The main objective of the report is to gather
knowledge and information how to consumer react in cosmetic brand when they buy and also
focus cosmetic product quality are really affect to the customer or customer just want to buy
branding product.
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Objective of the Study:I.
To judge the product quality of GARNIeR cosmetic.
II.
To analyze the factors influencing on buying decisions.
III.
To study the buying process of cosmetic products.
IV.
The analyses the effect of media communication on buying behavior.
V.
Identify the major factor behind the satisfaction of Customer (Buy Cosmetic).
VI.
To identify the relationship between Brand and consumer.
::: 2.0 Research Methodology: Methodology is the most important component in any study
since it explains the procedure and methods through which a particular study was carried out.
This paper includes Data / Information Collection, Study Population, Study Area, data collection,
Sample Size, Allocation of sample and calculation etc.
2.1 Source of Data: Data are the raw materials for any study. Relevant data for the study were
collected from both secondary and primary sources. The secondary data has been collected from
books, magazines and the internet.
Two types of primary data were collected in the study-quantitative and qualitative.
1. Quantitative data were gathered from survey and observation of customer buying
behavior about GARNIeR product (quality).
2.
Qualitative data were collected from customer interview and projective techniques.
2.2 Limitations of the Study: During the course of study the following major limitations were
observed,
As only one city was surveyed, it does not represent the overall view of the Bangladesh
market.
Time is the major limitation, which has affected the inferences drawn in the study.
Most of the people are not interest to cooperation.
Some of survey people; in my prospective they are not given correct information.
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2.3 Sample selection for the cosmetic Brand in Bangladesh: Bangladesh in one of the faster
developing country in the world and market prospective this country day by day quality of
cosmetic product demands will be increased as a result local company to international brand all
are interest to invest in this market.
Bangladeshi Cosmetic Market
Man
Women
Vaseline
Park
Avenue
Dove
Other
Cosmetic
GARNIeR
Lakme
Ponds
LOreal
Fair &
Lovely
In Bangladesh so many cosmetic brand selling and promote there product but when you follow
market shared GARNIeR cosmetic brand capture 48% then other cosmetic cant and GARNIeR
are the most trusted cosmetic brand in consumer mind, many market analysis report show that.
Thats why we select Quality of GARNIeR Cosmetic in our research brand.
2.4 Sample selected for the study: In Dhaka city there are about almost 2 crore people live but
this city every people are not properly satisfied or fulfill there need/demand and Dhaka city all
place people are not facilities same so this prospective. A total of 40 respondents from Dhaka
city were selected for the study. Convenience sampling method has been followed for collecting
the response from the respondents.
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2.4.1 Area of the study:

Mirpur
Dhanmondi
Gulshan
Dhaka
Mohammadpuru
Jatrabari
Uttara
The study area is limited to Dhanmondi and Gulshan. It is identified as one of the fast developing
area in Dhaka with high per capita income.
2.4.2 Tools for analysis: The statistical tool used for the purpose of the analysis of this study is
simple percentage technique and ranking techniques. After the collection of data through the
questionnaire, editing was done carefully. Based on the responses of the samples, tables were
prepared. The data collected were analyzed and interpreted with the help of tables & figures.
::: 3.0 About LOREAL: LOral is richly endowed with a portfolio of international brands
that is unique in the world and that covers all the lines of cosmetics and responds to the diverse
needs of consumers the world over.
LOreal in France and the United States has been in operation since 1909. It now owns 5
divisions including GARNIeR. LOreal has a focus on research, especially studies in a
sustainable development, with research countries on 3 continents.
LOreal Consumer Cosmetic Products Division Are:
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3.1 History of GARNIeR: Is a mass market cosmetics brand of L'Oral that produces hair
care and skin care products. The company started as Laboratoires GARNIeR in 1904, and was
acquired by L'Oral in the 1970s. GARNIeR is sold in numerous countries worldwide, with
specific product lines targeted for different skin types and cultures. In 2011, GARNIeR partnered
with TerraCycle to promote up cycling of product containers and the introduction of
biodegradable products.
3.1.2 Beauty and Product: GARNIeR believes in beauty through nature. Scientifically
developed with selected natural ingredients, our products help you look healthy and feel better
every day. Established in Paris at the turn of the 20th century, GARNIeR is the #1 beauty brand
in France and a trusted leader throughout Europe, Asia, Canada and Mexico.
GARNIeR started selling Nutritionist, its skincare product line, in 2005.Dedicated to providing a
new vision for health with high quality beauty products, GARNIeR also provides a wide range of
hair care, skin care and sun care products throughout the world. In modern marketing GARNIeR
watch day by day, women are not only care there skin but also man are want to take care there
skin so GARNIeR few side change there product strategy as a result this cosmetic brand promote
man and women product in market but not every product because they believes this product
sweetable every stage consumer, when they are use. The GARNIeR cosmetic brand currently
offers six lines of products consist below:-
GARNIeR Skin Naturals meant for the face, Body moisturising lotions, Deodorant Minerals,
GARNIeR Men, Nutrisse hair dye and sun-protection products under the Ambre Solaire line.
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::: 4.0 4PS OF MARKETING: Marketing is a management process through which goods &
services move from concept to customers. In our market research of consumer behavior of
Product Quality prospective we analysis only Product part of GARNIeR cosmetic brand.
a) That means creating & meeting needs profitable.
b) As a philosophy it is based on thinking about the business in terms of customers need &
their satisfaction.
Marketing Mix
Product
Price
Place
Promotion
- Variety.
- Quality
- Features
- Brand Name.
- Packaging.
- Services.
- Returns
4.1 Product: Almost everything we come across in our daily life is a product all of them cater to
and satisfy some needs of some people. So in simple term, we can define a product as a Need satisfying
entity. The product is thus the total package of benefits the consumer receives when consumer
buys it. It includes:
4.1.1Product Variety: GARNIeR cosmetic can be differentiated in shapes, in variety or in physical
structure of product by size, colours, packaging, design and brand name Like:
Skin Naturals meant for the face

Body moisturising lotions
Deodorant Minerals
GARNIeR Men
Nutrisse hair care.
Sun-protection products under the GARNIeR Ambre Solaire line.
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4.1.2 Product Quality: Quality is one of the important elements in product. Buyers expect
product to have high quality and meet the promised specification.
Each product is the result of the systematically documented quality assurance manual. The
manual ensures rigid implementation of the quality policy for the constituent customers
satisfaction ensures that customers get full value for their money, have high quality and meet the
promised specification.
4.1.3 Brand Name: A brand name is define as a name, symbol, design or a combination of them
which is intended to identify the goods and services of one seller and to differentiate them from
those of competitors. Thus, brand name is a major selling tool and one of the most important
components of the total product personality.
E.g., LOreal is a company and GARNIeR is a brand.
4.1.4 Services: A service is any act of the performance that one party (seller) can offer to another
party (buyer) that is essentially intangible and does not result in the ownership of anything.
This prospective GARNIeR just sell not product but also ensure promises of good quality.
::: 5.0 Product Levels (The customer Value Hierarchy): In planning its market offering,
GARNIeR cosmetic address 5 product levels in the markets. Each level adds more customers
value and the five constitute of customer value hierarchy. Below are the product levels:-
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I. Core benefit:
It is the fundamental level of the product level.
In this the customer is really buying the service or benefit.
It basically includes the basic ingredients of the product.
In this, marketers must see themselves as benefit providers.
II. Basic product
At this level, the marketer turns the core benefit into a basic product.
III. Expected product

At this level, the marketer prepares an expected product.
It is a set of attributes & conditions which buyers normally expect when they purchase this product.
IV. Augmented product

At this product level, the marketer prepares an augmented product that exceeds customer expectations
It contains additional features.
These features are those which are not provided by the existing competitors in the market.
Differentiation arises & competition increasingly occurs on the basis of product augmentations, which
also lead the marketer to look at the users total consumption system.
V. Potential product
A potential product is the maximum possible level up to which a company can provide the augmented &
expected product in future innovations.
Table showing product levels in GARNIeR cosmetics:
1 ) Core benefit
E.g, Health and beauty consciousness, Fairness
2) Basic product
E.g, Cosmetic Product
3) Expected product
E.g, Better quality, Natural ingredients etc
4) Augmented product
E.g, More flavors, fragrance, Packaging.
5) Potential product
E.g, Clean face, Looking good, Reduce face fat, removes skin
Dieses, To show oneself modern, Fashion/Trend
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::: 6.0 Product mix: A product mix is a set of all products and items and particular which sellers put to sale.
Garnier Product Mix
A product mix consists of various product lines. GARNIeR cosmetic three types of product mix
have been followed.
Product width
Product depth
Product length
Product width:
This refers to how many different product lines in the company carries. GARNIeR believes wide
product mix increases the different of customers her cosmetic company can target. However it
may involve a lot of work as each product line will require a strategy and management. It could
also reduce specialization as it is difficult to offer every variant of a product type if you are
selling lots of different types of product.
Product length:
The length of a product mix refers to the total numbers of items in the mix. LOreal analysis if there are too
many product types in a product line, they will begin to compete with each other, increase costs
unnecessarily and even confuse customers. If the product line is too short it will limit customer
choice and send customers to competitors with a greater selection of products. Thats why
LOreal company cosmetic brand name is different like GARNIeR, Maybelline, essie etc.
Product depth:
The depth of a product mix refers to how many variants are offered to each product in the line. GARNIeR
cosmetic uses many subgroups the product line contains. Like GARNIeR Acno Fight Fresh
wash, Sun Light Fresh wash, Pure active, Clean+ and so on subgroup product sell in GARNIeR.
::: 7.0 Product Hierarchy: The product hierarchy stretches from basic needs to particular items
that satisfy those needs. We can identify six levels of the product hierarchy.
7.1 Need Family: The core need that underlies the existence of a product family E.g. for GARNIeR
cosmetics health and beauty Fairness is a need family.
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7.1.1 Product Family: All the product classes that can satisfy a core need with reasonable
effectiveness. E.g. GARNIeR are the product family.
7.1.2 Product Class: A group of products within the product family recognized as having a certain
functional coherence. It is also known as product category. E.g. GARNIeR Hari colour, Hair
care, deodorant, fairness cream, Gel etc are product class.
7.1.3 Product Line: A group of products within a product class that are related because they
perform a similar function, are sold to the same customer groups, are marketed through the same
outlets or channels, or fall within give price ranges. A product line may be composed of different
brands or a single family brands or individual brand that has been line extended. E.g. in
GARNIeR there are categories wise different types of product line.
7.1.4 Product Type: A group of items within a product line that share one of several possible
forms of the products.
Item: A distinct unit within a brand or product line distinguishable by size, price, appearance, or
some other attributes. E.g. GARNIeR man faces wash (Acno Fight) and women face wash
(GARNIeR light) are different.
::: 8.0 Analysis and Interpretation of GARNIeR Cosmetic Product Quality:

8.1 Define the problems: It is said that rightly identified problems is the half solution of the
problem. Problems should not be defined either too broadly or too narrowly. Avery broad or
vogue definition leads to excessive wastage of resources. Too narrow a definition leads to
inadequate data or information which leads to ineffective decision.
The major objectives of our research were as follows:
I.
To judge the product quality of GARNIeR cosmetic.
II.
To know whether the customers know about the different brands of available in
market.
III.
To identify the relationship between Brand and consumer.
8.2 Factor Ranking Method: Under this method respondents were asked to assign the rank to
the factors. The preference is taken as total score assigned to a factor. The factor scoring the least
value is the most important rank & was determined with ascending order.
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8.3 Analysis of Consumers Questionnaires:

Table No. 1 : Product Quality of GARNIeR Characteristic of Respondents (40 Person sample)
Characteristics
Age
Sub Categories
Below 15 Y
Number
5
Percentage
12.5%
15- 30 Y
23
57.5%
30- 45 Y
20%
45 + Y
10%
40
100%
Male
11
27.5%
Female
29
72.5%
40
100%
Housewife
18
45%
Govt.service
5%
Professionals
14
35%
Others
15%
40
100%
Primary School
0%
High School
5%
Post Graduate
24
60%
Graduate
15%
Others
8
40
20%
100%
Total
Gender
Total
Occupation
Total
Education
Total
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8.3.1 Analysis of Consumer:

1. From the above chart, we can conclude that approx 57.5% respondents fall into the
category of 15-30 Years.
2. Secondly, 72.5% responders are category of female.
3. Third, Occupation 45% responders are housewife.
4. Forth, Education prospective Post Graduate responder are more almost 60%
[According to their age, their preference for buying of cosmetics change]
1. Which particular brands do you prefer?
From the above chart, we can conclude

that majority of respondents (40%) person
16
are using garnier cosmetics.
2. Do you use Garnier cosmetic before?
From the above chart, we can find that

majority of the respondents (approx
34
6
85%) are using garnier product

Yes
No
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3. Why do you prefer this brand?

We can see that consumers
(52.5%) generally select particular
brand because of better quality of
product. The second reason (25%)
is for brand name.
Another reason for selecting the
particular brand is that it helps to
look more handsome and also for
containing natural ingredients
21
6
3
10
Brand
Name
Better
quality
Make you Its contain

look more natural
handsome ingredient
(1.20%).Most of customers prefer some particular brand for better quality and brand name
4. Do you think Garnier are the trusted brand in Bangladesh?

From the above chart, we can
conclude that 57.5% respondents
agree use Garnier and they believe its
just not a brand its a trust brand given
to customer.
23
1
14
Strongly agree 35%, Disagree 2.5%

and in BD market no on talk about
Strongly Disagree
5. Do you think, you suggest Garnier use to other?
Most of the garnier user first smile and

they agree (60%) suggest use to other
24
11
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6. Thinking about your purchasing habits, how much do you usually spend on Garnier
each time you buy it?
From the above chart, we can find that
TK 200 TK 350 (17.5%), TK 350- TK
500 (35%), Above (47.5%)
usually spend on Garnier each time
when they are buy but surprisingly not
on invest Less than 180TK when they
buy any kind of cosmetic product.
19
14
7
TK 200
TK 350
TK 350TK 500
Above
Garnier cosmetic survey question 7 to 11 using agree or disagree with the statement using a 4
point of scale ,where 4 indicates your strong agreement and 1 indicates your strong
disagreement with each statement. 1. UNSATISFIED 2. FAIRLY UNSATISFIED 3. FAIRLY
SATISFIED 4. SATISFIED
Which scale (chart) show customer responded colours are different:-
1. UNSATISFIED
2. FAIRLY UNSATISFIED
3. FAIRLY SATISFIED
4. SATISFIED
7. What are the Reasons of using Cosmetics?

36
31
19
21
7
1 1
To show oneself
modern
4
0 0
Fashion/Trend
0 0
Good looking
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First, approx 2.5% UNSATISFIED 2.5% FAIRLY UNSATISFIED 17.5% FAIRLY

SATISFIED and 77.5% SATISFIED of use cosmetic because they believe to show
oneself modern.
Secondly, approx 52.5% using Cosmetics because of Trend.
From the above chart, we can say that majority of the people SATISFIED (approx 90%)
because cosmetic user are more good looking and feel energetic.
8. What Factors influenced on Choice of Brand of Cosmetics.

30
Approx 55% customers come

to know about the product by
Friends suggest.
22
15
7
10 8
16
13
12
6 6
2 3
Secondly, 37.5% customers
1 2
get
information
about
particular
product from
Advertisements.
Shop
displays
also
play
an
important role in making
consumer aware.
of that product
But most important thing when consumer buy cosmetic this time they didnt interest to collect
information to the shopkeeper.
9. Which are the first factors when you decide to purchase cosmetic products?
22
22
25
We can see that consumers

15
15
SATISFIED (55%) respondents
10
generally select particular brand
because of better quality of
2 3
1 2
1 2
product. The second reason
FAIRLY SATISFIED (55%) is
Brand
Quality
Price
for brand name.
Name
On the other sides most of the
customer not much focus on price as a result when they decide to purchase cosmetic products on
price basis UNSATISFIED (62.5%) and FAIRLY UNSATISFIED
(25%). Most of the
consumer wants better quality thats why she/he select brand cosmetic.
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10. What are the attractive parts of Garnier, when you buy?
Most of the Garnier user says
quality ensure SATISFIED (87.5%)
are the first priority of this product.
From the above chart, we can
conclude
that (5%)
FAIRLY
SATISFIED about packaging on the
other hand word of mouth and
promotion are not important when
they buy Garnier because they trust
this brand already and they full
satisfy.
35
30
18
15
12
5
0 0
Quality
ensure
6 7
4 6
4 2
Packaging
Word of
mouth
Promotion
11. What are some reasons that you would purchase specific cosmetic products?
The ingredients are known to do certain things

(reduce wrinkles, redness, etc).
14
2
4
Promises the package makes (ex: some proceeds go

to charity, makes skin 10x brighter, reduces wrinkles)
3
Fonts on the packaging
13
17
19
If the package is made of glass (indicating high

quality)
16
10
11
14
15
High price, which could mean high quality

2
1. The ingredients are known to do certain things (reduce wrinkles, redness, etc) From the
above chart, we can find that (5%) UNSATISFIED, FAIRLY UNSATISFIED (20%),
FAIRLY SATISFIED (35%), SATISFIED (40%).
2. Promises the package makes (ex: some proceeds go to charity, makes skin 10x brighter,
reduces wrinkles) we can find that (42.5%) UNSATISFIED, FAIRLY UNSATISFIED
(32.5%), FAIRLY SATISFIED (15%), SATISFIED (10%).
3. Fonts on the packaging we can find that (47.5%) UNSATISFIED, FAIRLY
UNSATISFIED (22.5%), FAIRLY SATISFIED (12.5%), SATISFIED (7.5%).
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20
4. If the package is made of glass (indicating high quality) we can find that (35%)
UNSATISFIED, FAIRLY UNSATISFIED (25%), FAIRLY SATISFIED (27.5%),
SATISFIED (12.5%).
5. High price, which could mean high quality we can find that (5%) UNSATISFIED,
FAIRLY UNSATISFIED (7.5%), FAIRLY SATISFIED (50%), SATISFIED (37.5%).
From the above chart, we can conclude that when we talk about to consumer some reasons that
you would purchase specific cosmetic products this time SATISFIED (40%) ingredients are
known to do certain things (reduce wrinkles, redness, etc) thats why they buy. On the othe hand
most of the customer are not interest about Promises the package makes (ex: some proceeds go
to charity, makes skin 10x brighter, reduces wrinkles). But most of the customer believes High
price, which could mean high quality.
12. Have you experienced any problem while using Garnier Cosmetic?
Major complaints are found is Garnier cosmetic in Bangladesh they have no any official facility
like which skin, which types of product are use. In this situation some time customer buy product
are not sweatable for skin as a result harmful for skins in a long time.
::: 9.0 Analysis of the over customer respondents:

9.1 Age vs Brand: From the Above Chart, We Can Conclude That Garnier (40%) Is More
Preferred by the Group whose age 15 -30 years. On the other sites More than use Ponds (10%)
and (7.5) use other is least preferred by the all type of age.
9.2 Satisfaction: From the above chart, we can conclude that most of the customers are satisfied
with their brands.
9.3 Reason vs Brand: From the above chart, we can conclude that customers using their brands
because brand try to provide better quality, few times brand name also attracts the consumers,
some may use one particular brand because they want to look more handsome.
9.4 Factors influenced on Choice of Brand and reasons that would be purchase specific
cosmetic products: From the above information, we can conclude that customers come to know
about the product by Friends suggest that the main part choice of brand.
Second customer buy purchase specific cosmetic products because of High price, which could
mean high quality and customer directly believes only brand can ensure thats kind of quality
product but customer first priority quality.
Page 24
::: 10.0 Findings:

About (85%) use Garnier cosmetic in Bangladesh Dhaka city.
About agree (57.5%) and strongly agree (35%) of the people use Garnier because this people believes
Garnier are already built their trust brand in Bangladesh.
People pay more importance to the overall quality of cosmetics.
People are looking for the brand cosmetics providing better quality.
Friend suggests and Advertisements are the major source of information for the potential customers.
Potential customers will not compromise with the quality.
Most of the people are satisfied with their cosmetics.
::: 11.0 Conclusion:

Based on the research, it is concluded that there are many factors which may be considered as
very important for respondents when purchasing cosmetics. Although quality product is
important for any organization and customer because it gives surety that products will have a
strong bond in the minds of consumers and this will discourage them from switching to another
brands, the research here indicated that it was not easy to obtain and sustain consumer loyalty.
The survey provided results that showed a vast majority of cosmetic consumers were able to
positively identify a products quality, price and consequently their brand.
One participant commented that while price is not necessarily an issue [when purchasing a
product], and Trust is more of an afterthought that helps me ensure that I bought value.
From that we reached on the following conclusion.
Future industry of cosmetics has shining when they focus on customer loyalty/trust.
It has so many dimensions of growth.
Especially, branded sector has prospective market if they can provide better quality.
Page 25
::: References:
Khraim, Hamza Salim. (February 9, 2011). The Influence of Brand Loyalty on Cosmetics
Buying
Behavior
of
Female
Consumers.
Retrieved
from
http://www.ccsenet.org/journal/index.
Lamb, Charles; Hair, Joe; McDaniel,

Marketing.Retrieved from Google Books.
Rufus, Anneli. (September 10, 2010) The Cosmetics Racket: Why the Beauty
Industry Can Get Away With Charging a Fortune for Makeup. Retrieved from:
alternet.org.
Guthrie, M., Kim, H.-S. & Jung, J. (2008). The Effects of Facial Image and Cosmetic
Usage on Perceptions of Brand Personality. Journal of Fashion Marketing and
Management, 12(2), 164-181.
Kohli, C. & Thakor, M. (1997). Branding Consumer Goods: Insights from Theory and
Practice, Journal of Consumer Marketing, 14(3), 206-219.
http://www.easybazar24.com/english/daliy-bazar/personal-care/cosmetics-beauty.html
http://www.loreal.com/brand/consumer-products-division/maybelline-new-york
http://www.cosmeticsdesign-asia.com/Business-Financial/Indian-beauty-brand-expandsinto-lucrative-South-Asianmarkets?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
Carl,
(Jan.
1,
2011).
Essentials
of
Page 26
Survey Paper
Age:
Below 15 Y
15- 30 Y
30- 45 Y
45 + Y
Gender:
Male
Female
Occupation:
Housewife
Govt.service
Professionals
Others
Education:
High School
Post Graduate
Graduate
Others
Consumer Buying Behaviour Of Products Quality (Garnier). We have study on the product
quality of Garnier in Bangladesh. We want to assess the credibility what are the factor
affecting consumer when they are buy cosmetic product. Your response and co-operation will
enable us to identify the major what factor behind satisfaction level in Garnier when they are
use to buy.
You can refuse any answer of the question.
1. Which particular brands do you prefer?

LOreal
Ponds
Garnier
Fair & Lovely
Other
2. Do you use Garnier cosmetic before?

Yes
No
3. Why do you prefer this brand?

Brand Name
Better quality
Make you look more handsome
Its contain natural ingredient
4. Do you think Garnier are the trusted brand in Bangladesh?

Strongly Disagree
Disagree
Indifferent
Agree
Strongly Agree
Agree
Strongly Agree
5. Do you think, you suggest Garnier use to other?

Strongly Disagree
Disagree
Indifferent
6. Thinking about your purchasing habits, how much do you usually spend on Garnier each
time you buy it?
Less than 180TK
TK 200 TK 350
TK 350- TK 500
Above
Page 27
[Please indicate the extent to which you agree or disagree with the statement using a 4 point of
scale ,where 4 indicates your strong agreement and 1 indicates your strong disagreement
with each statement. 1. UNSATISFIED 2. FAIRLY UNSATISFIED 3. FAIRLY SATISFIED 4. SATISFIED]
7. What are the Reasons of using Cosmetics?
To show oneself modern
Fashion/Trend
Good looking
1
1
1
2
2
2
3
3
3
4
4
4
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
1
1
1
2
2
2
3
3
3
4
4
4
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
8. What Factors influenced on Choice of Brand of Cosmetics.

Advertisement
Shop Display
Friends
Shopkeeper Suggestion
9. Which are the first factors when you decide to purchase cosmetic products?
Brand Name
Quality
Price
10. What are the attractive parts of Garnier, when you buy?
Quality ensure
Packaging
Word of mouth
Promotion
11. What are some reasons that you would purchase specific cosmetic products?
High price, which could mean high quality
If the package is made of glass (indicating high quality)
Fonts on the packaging
Promises the package makes (ex: some proceeds go to charity,
makes skin 10x brighter, reduces wrinkles)
The ingredients are known to do certain things (reduce wrinkles,
redness, etc).
12. Have you experienced any problem while using Garnier Cosmetic?
Page 28

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CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

University of Liberal Arts Bangladesh

Academic Year 2015

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

Md. Sariful Alam

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

In addition to extensive research on Consumer Buying Behaviour of Product Quality Garnier,

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

Scope and Objectives of the report

Limitations of the Study

Sample selection for the cosmetic Brand in Bangladesh

Sample selected for the study

2.4.1 Area of the study

2.4.2 Tools for analysis

3.1.2 Beauty and Product

4.1.1 Product Variety

4.1.2 Product Quality

4.1.3 Brand Name

Product Levels (The customer Value Hierarchy)

7.1.1 Product Family

7.1.2 Product Class

7.1.3 Product Line

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

7.1.4 Product Type

Analysis & Interpretation of Garnier Cosmetic Product

Define the problems

Factor Ranking Method

Analysis of Consumers Questionnaires

8.3.1 Analysis of Consumer

Analysis of the over customer respondents

Factors influenced on Choice of Brand and reasons that

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

::: 1.0 History of Cosmetics: 20 century in Modern developments in technology, such as

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

Objective of the Study:I.

To judge the product quality of GARNIeR cosmetic.

To analyze the factors influencing on buying decisions.

To study the buying process of cosmetic products.

The analyses the effect of media communication on buying behavior.

To identify the relationship between Brand and consumer.

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

2.4.1 Area of the study:

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

Skin Naturals meant for the face

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

III. Expected product

IV. Augmented product

E.g, Health and beauty consciousness, Fairness

E.g, Cosmetic Product

E.g, Better quality, Natural ingredients etc

E.g, More flavors, fragrance, Packaging.

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

Garnier Product Mix

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)

::: 8.0 Analysis and Interpretation of GARNIeR Cosmetic Product Quality:

To judge the product quality of GARNIeR cosmetic.

To identify the relationship between Brand and consumer.

CONSUMER BUYING BEHAVIOUR OF PRODUCTS QUALITY (Garnier Cosmetic)