DISSERTATION PROJECT SYNOPSIS ON

“A study on consumer buying behaviour towards cosmetic

products of L’oreal”
Submitted in partial fulfilment for requirement of post graduate
diploma in management
INSTITUTE OF MANAGEMENT STUDIES , GHAZIABAD
(Approved by AICTE, Govt. of India)
2018-2020
Faculty mentor:-
Dr. Govind N srivastava
submitted by:-
Parul agarwal
Bm-018192
Pgdm 18-20

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 INDEX

S.NO. TITLE PGNO.

1. INTRODUCTION 1-2

2. LITERATURE REVIEW 2-4

3. OBJECTIVE 4-5

4. RESEARCH METHODOLOGY
5-6

5. REFRENCES 6-7

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 INTRODUCTION
Personal care sector is the necessary part of the nation’s economy with tremendous potential.
Personal care segments are the largest segment in the country. As the purchasing power and
disposable income of the consumer is increasing. People see quality of the product as the most
important factor to purchase cosmetics.

Consumer buying behaviour depends upon the certain criteria according to which consumer
makes buying decisions which are attitude, preference, intention, and decision regarding
consumer behaviour in the market. In today’s social milieu, where a lot of importance is placed
on look and appearances, are considered very important. The consumer behavior is becoming
more volatile. The role of group like family, friends, society, work group and their influence also
comes under the purview of consumer behavior, which also cast a dominant influence on buying
behavior. This coupled with the economic growth has included complexity in purchase decision
made while purchasing cosmetic products. The markets have become buyer’s market today. All
marketers are focusing on understanding the customer which is a key to success in the highly
competitive Indian market. India has a population of 1.2 billion, and is the ninth largest economy
in the world by nominal GDP, according to a report by the International Monetary fund for 2012,
facts that now show India as a dominant global presence rather than a nascent nation. The same
can also be said of India’s cosmetics and toiletries market.

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 LITERATURE REVIEW

1. A study on Consumer Buying Behaviour towards Cosmetic

Products.
Consumer buying behaviour is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behaviour in the marketplace when purchasing a product
or service. The study of consumer behaviour draws upon social science disciplines of
anthropology, psychology, sociology, and economics. If marketer wants concrete positioning
than the priority is to identify the consumers’ buying behaviour and marketer will be in better
position to target that products and services to consumer. Buying behaviour is focused towards
the needs of individual, group and organization. So, requirement is to have proper understanding
related to relevance of those needs with consumers buying behaviour. The reason behind that is
the psychology of each individual towards products and services differ according to the culture,
attitude, past learning and perception. On the basis of that consumers make further decision
regarding whether to purchase or not and from where to buy the product that the consumer
prefers.

2. Consumer Attitude towards Cosmetic Products

According to Shahzad khan attitude is the conduct, nature, temperament, thought and way of
behaving. It can be positive or negative and perform a very essential function in purchasing a
product. Lars Perner defines consumer attitude simply as a composite of a consumer’s beliefs,
feelings, and behavioural intentions toward some object within the context of marketing. Noel
(2009) defined attitude that is a powerful and long term assessment for which the customers are
having well-built way of thinking and it can be an individual, entity, announcement or a matter.
Attitudes are formed through experience and learning and that attitudes influence buying
behaviour. Consumer attitudes toward a firm and its products greatly influence the success or
failure of the firm. A1-Ashban and Burney (2001) found that cosmetics buying behaviour
literature in developing countries in general is inadequate and ambiguous. As it is known from
Theory of Reasoned Action and Theory of Planned Behaviour, attitudes have considerable
impact on behaviour. When examining the influence of attitude on behavioural intention; the
results indicate that attitude positively affects behavioural intention.

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3. “Consumer Buying Behavior towards Cosmetic Products”

Understanding behaviour of consumers is a key to the success of business organizations.

Marketing personnel are constantly analysing the patterns of buying behaviour and purchase
decisions to predict the future trends. Consumer behaviour can be explained as the analysis of
how, when, what and why people buy. According to Global Cosmetic Industry report the
advanced education provided by brands about the products' ingredients and benefits have made
today's consumer more aware of what they're putting on their bodies, and making them more
willing to pay. Consumer behaviour can be understood as: "The decision process and physical
activity individuals engage in when evaluating, acquiring, using, or disposing of goods and
services.

4. “Consumer Buying Behavior towards Cosmetic Products”

In today's world, the customer’s demand and the power of the retailers is tremendously growing
due to competitive environment and changing business. It is vital to have a sustainable
relationship with customers for the survival and success of producers. Nowadays in the market a
tremendous growth is experienced by the beauty products and has become one of the leading
industries in the world. In Indian scenario too, the consumption and using of cosmetic products
have increased rapidly. In our country, annually 15-20% of cosmetics market is reportedly
growing. Comparing to other beauty products, demand for skin whitening is driving the trend. As
consumer’s awareness about their appearance and beauty results in the increasing demand of
cosmetic and beauty products in the market. Manufactures are likely to be aggressive to identify
consumers’ needs and requirements across all categories in cosmetics. Customers purchase
products based on their preferences, needs and buying power.

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 OBJECTIVE
1. To study demographic profile of consumers buying cosmetic products.
2. To study factors affecting buying decisions of consumers towards cosmetic products.
3. To study most widely used cosmetic product category amongst consumers.

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 RESEARCH METHODOLOGY
Primary Data:-survey on the consumers buying behaviour towards cosmetic products.
Secondary Data: - study reports and articles from internet and newspaper articles.
Methodology: - The research design adopted for the study is descriptive in nature. To
collect the primary data a well-structured questionnaire was floated amongst the people who are
residing in Ghaziabad, Bangalore and Jhansi. For measuring the basic information regarding the
use of cosmetic products multiple questions have been asked in the questionnaire. And in the
survey 5 point likert scale has been used. On the basis of simple random sampling method.

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REFRENCES