MARKETING RESEARCH ON

COSMETICS & MALE GROOMING

PROBLEM DEFINING

• THE PROBLEM OF THE MANAGEMENT IS TO FIND OUT THE BUYING BEHAVIOUROF THE STUDENTS.

• AND TO IDENTIFY THE DIFFERENT SEGMENTS AMONG THE POPULATION TO TARGET THE SEGMENT.

• FIND OUT IF THEY ARE READY TO PAY FOR THE CHANGES IN PRODUCT.

RESEARCH OBJECTIVE

• THE OBJECTIVE OF THE RESEARCH PROJECT IS TO SOLVE THE MANAGEMENT PROBLEM

• CONSUMER BEHAVIOUR, SEGMENTATION

• SO THAT THEY CAN LEAD TO BETTER MANAGEMENT DECISIONS WITH THE RESEARCH WORK.

RESEARCH DESIGN

• POPULATION = 550• NO. OF SAMPLES = 1• SAMPLE SIZE =60• SAMPLING METHOD = RANDOM

SAMPLING

• MALES = 44 (73%)• FEMALES= 16 (27%)

QUESTIONNAIRE

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• CODED DATA

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DATA ANALYSING

SAMPLES WHO USE OR BUY COSMETICS

Female

male

yes

no41 15

3

1

93%

7%

93%

7%

yes

no

FREQUENCY SHOWING PURCHASE OR USAGE OF

COSMETICS

daily

oncea week

once a month

less frequent

`

MALE

DAILY

ONCE AWEEK

ONCE AMONTH

LESSFREQUENT

FEMALE

17 10

107

6

3

3

4

38%

23%

16%

23%

38%

19%

19%

24%

SOURCE OF PURCHASE

LOCAL SHOP

DEPARTMENTSTORE

EXCLUSIVESHOPS

OTHERS

MALE FEMALE

LOCAL SHOP

DEPARTMENTSTORE

EXCLUSIVESHOPS

OTHERS

7

21

14

2 1

9

6

116%

66

32

5%

6%

56%

38%

SAMPLES WHO HAVE USED INTERNET AS A SOURCE OF

PURCHASE

YES

NO

MALE

YES

NO

FEMALE

4

40

1

15

9%

91%

6%

94%

SOURCES OF INFORMATION

NONRESPONDENT

TV

RADIO

GEN NEWSPAPERS

OTHERS

FEMALEMALE

122

21

NONRESPONDENT

TV

RADIO

GENNEWSPAPERS

OTHERS

1

281

12

2

2%

64%

1%

27%

6%

75%

12.5%

12.5%

NEWSPAPER MOST FREQUENTLY READ

TIMES OFINDIA

DECCANHERALD

ECONOMICTIMES

INDIANEXPRESS

OTHERS

MALEFEMALE

TIMES OFINDIA

DECCANHERALD

ECONOMICTIMES

INDIANEXPRESS

OTHERS

30

6

422

122

268%

14%

9%

4.5%

4.5%

75%

12.5%

12.5%

TIME SPENT ON LISTENING TO COMMERCIAL RADIO STATION

male

more then two hrs

abt an hr a day

a few times a week

less then few times a week

don’t listen

more then twohrs

abt an hr a day

a few times aweek

less then fewtimes a week

Slice 5

Slice 6

FEMALE

5

5

16

5

6

12

6

6

3

1

Male

TIME OF DAY WHEN SAMPLES VIEW TELEVISION MOST

FREQUENTLY

male

morning

noon

evening

prime time

others

MORNING

NOON

EVENING

PRIME TIME

OTHERS

MALE FEMALE

976 2

1515

6

RANGE OF POCKETMONEY OF SAMPLES

<5000

5000-10000

>10000

<5000

5000-10000

>10000

MALE FEMALE

16

20

8

8

6

2

PROPORTION OF INCOME SPENT ON COSMETICS

0_24%

25_49%

>50%

0_24%

25_49%

>50%

MALE FEMALE

38

4 2

124

SAMPLES WHO WANT A CHANGE IN PRODUCT

YES

NO

MALE

YES

NO

FEMALE

35

9

13

3

80%

20%

81%

19%

TYPES OF CHANGES PREFERED BY SAMPLES

male

non respondents

improved quality

change in price

improved packaging

new product

NONRESPONDENTS

IMPROVEDQUALITY

CHANGES INPRICE

IMPROVEDPACKAGING

NEWPEODUCT

MALE FEMALE

3

1715

72

3

8

3

2

SAMPLES WHO ARE READY TO PAY FOR CHANGES IN

PRODUCT

NONRESPONDENT

YES

NO

NONRESPONDENT

YES

NO

MALE FEMALE

3

34

7 2

14

PERCENTAGE OF INCOME THAT SAMPLES ARE READY TO PAY

FOR CHANGES

nonrespondents

0_24%_

24_49%

>50%

nonrespondents

0_24%_

24_49%

>50%

MALE FEMALE

5

29

82 2

12

11

NULL HYPOTHESIS

• Frequency of buying is independent of gender

• Proportion of income spent on cosmetics independent gender

• Extra money paid for the changes are independent by gender

• Frequency of buying cosmetics is independent on money

RESULT OF THE HYPOTHESIS

HYPOTHESIS TRUE/ NOT TRUE

1ST HYPOTHESIS TRUE

2nd HYPOTHESIS TRUE

3rd HYPOTHESIS TRUE

4TH HYPOTHESIS TRUE

GRAPHICAL REPRESENTATION OF BUYING FREQUENCY & INCOME

LEVELS

0

1

2

3

4

5

6

7

8

9

D W M LF

<5000

5000-10000

>10000

INTERPRETATION OF THE BAR GRAPH

• AS SHOWN IN THE GRAPHICAL REPRESENTATION WE CAN SAY THAT THE DAILY BUYER ARE MAXIMUM FROM THE INCOME LEVEL (5000-10000).

• AS SHOWN IN THE GRAPHICAL REPRESENTATION WE CAN SAY THAT A PERSON BUYING ONCE A WEEK ARE MAXIMUM FROM (5000-10000).

• AS SHOWN IN THE GRAPHICAL REPRESENTATION WE CAN SAT THAT RESPONDENT BUYING ONCE IN A MONTH ARE MAXIMUM FROM (<5000).

GRAPHICAL REPRESENTATION OF INCOME LEVEL AND AMOUNT

SPEND

0

5

10

15

20

25

1 2 3

0-24%

25-49%

>50%

1= >50002= 5000 -100003=<10000

SEGMENTATION ACCORDING TO OUR SURVEY

• According to Gender – Male & Female• According to frequency of buying cosmetics –

Daily, Once a week, Once a month, Less frequently

• According to income levels – Under 5000, 5000 – 10000, Above 10000

• According to income level and buying frequency – Daily users who falls under the income of 5000 – 10000

SEGMENTATION ACCORDING TO OUR SURVEY

• According to income level and buying frequency – Daily users, once in a week who fall under the income of above 10000

• According to income level and buying frequency-the low frequency category also can be segmentation

RECOMMENDATIONS

Targeting of the segmented market

• As we have segmented the market we can know target the different segments with different strategies..

• MALES : as we can say that males is different market they use and buy cosmetics .. So we can put up different advertisement for different segments like for male say we can promote about the different uses of our product .

• FEMALES: we can advertise it as a gift item May be with some attractive packaging.

TARETING MARKETS ON BUYING FREQUENCIES

• DAILY: as they are the maximum users of our product we can retain our position in their mind with time to time advertisement or may be with some loyalty programs

• ONCE IN A WEEK: as they buy may be only once in a week we can try and start with some sales promotion and educate them with the benefits of our product.

• ONCE IN A MONTH: as they use or buy our product only once in a month our strategies have to be totally different for them may be they are the bulk purchasers who buy at once . Here we can come up with may be some combo pack. As this segments hold maximum of our female market.

ACCORDING TO DIFFERENT INCOME LEVEL AND PROPORTIN OF AMOUNT

SPEND

• LESS THEN 5000,5000-10000,<10000 - WHO SPENDS 0-24% they are one of the largest buyers of our cosmetics so we can time to time introduce some loyalty program for this section

• 5OOO-10000 - WHO SPENDS 25-49% this segment can be encouraged for buying our product as they spends a major part of their income on our product may be with some attractive schemes and programs.

ADVERTISIMENT ALLOCATION

• By analysing the pie chart we get to no that people purchase cosmetics mostly at exclusive shops and departmental stores.

• We recommend the company to have its own exclusive shops and also that the products are available in all departmental stores.

Channels of AdvertisementSource of Advertise

Male Female

News paper Times of India Times of India

Tv Noon, Prime time & Evening

Prime Time

Radio An hour app. An Hour app.

The Company should advertise through these sources continously at the specific time given above as these sources are followed by consumers mostly.

Recommendations• Since most of our respondents want a

change in our product, the type of change they are looking for is improved quality, change in price and better packaging.

• Considering their needs , we can come out with new products or may be reposition ourselves as an elite brand by promoting it exclusively with Celebrities, Brand ambassadors & some exclusive shops.

PRESENTED BY:

• ARNAB CHAKRABORTY

• AVISHAN BHATTACHARYA

• SRITAMA BHATTACHARYA

• UNMIL KUMAR BHUYAN