A study on consumer preferences towards lakme products

While cola drinks have main markets in metro cities and northern states of Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks.

A study on consumer preferences towards lakme products

The focus on personal appearance in society is considered to be very significant. Many brand managers are, consequently, competing aggressively for market share in this emerging sector.

Various factors were chosen for study and responses were gathered using a quantitative approach. Questionnaires were distributed to respondents for self-completion. A non-probabilistic convenience sampling method has been used for this survey. The findings of the study indicate various parameters which women consider important in purchasing cosmetics; women in the sample tend to have low brand loyalty for cosmetics brands.

The study also found that women like to use cosmetics for fashion and health, that beauticians were the most effective source of brand awareness and medical stores held the most trusted channel of distribution. The study helps producers and marketers of cosmetics products to take various decisions regarding product, distribution and promotion aspects of the marketing mix.

Limbad is an Assistant. Professor at Shree J. This broad definition includes any material intended for use as a component of a cosmetic product. The growth of cosmetics and beauty products markets has become significant as consumers are increasingly becoming aware of appearance, beauty, grooming and the choice of personal care products.

Understanding this sector should be of valuable use to marketers in identifying marketing opportunities to ensure greater efficiency in the use of resources and other efforts, which are directly related to consumer purchasing behaviour such as market segmentation, consumer targeting, product features, promotional and selling efforts.

This study will provide useful information to the business sector as well as dealers in retailing sectors. Sincewhen economic liberalization took place, many Indian women have been crowned at international beauty pageants and this has corresponded with an increase on focus on the cosmetics industry.

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Subsequently, there has been a change in consumption of cosmetics and so the sector has been growing. The Indian cosmetics industry has experienced rapid growth in the last couple of years, growing at around 7.

In this sector, both electronic as well as print media are playing an important role in spreading awareness about the various products available and in developing fashion consciousness among the Indian consumers. According to Indian Cosmetic Sector Analysis Research and Markets,the Indian cosmetics industry is expected to witness fast growth rates in the coming years on the back of an increase in the consumption of beauty products.

Working women with high disposable income spend more on cosmetics and beauty products and, particularly, international brands, which are the most popular in the market. Major brands are very active and more of the key suppliers are expected to follow such branded cosmetics.

Owing to the lack of local cosmetics manufacturers, most companies tend to sell as wide a range of cosmetics products as they can.

A study on consumer preferences towards lakme products

It is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. It involves the study of how people buy, what they buy, when they buy and why they buy.

It blends together elements from psychology, sociology, socio- psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.

Consumer behaviour should be distinguished from industrial or organizational buying, which takes place according to different criteria and with different purposes and means of judging success.

Consumer Buying Decision Process The buying decision process consists of several steps, which are processes undertaken by the consumer with regard to a potential market transaction before, during and after the purchase of a product or service.

There are usually five stages: Problem Recognition The purchasing decision making process begins when a buyer becomes aware of an unsatisfied need or problem.products.


Introduction Fairness creams constitute a consistent proportion of income for the FMCG companies in towards fairness.

Consumer Behavior Towards Lakme Products Words | 20 Pages Executive summary About the project Within a short span of time, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes, changing life styles, influence of.

• Lakme has grown to be the market leader in the cosmetics industry. as lakme took her steps into freedom. Lakme tapped into what would grow to be amongst the leading. • Armed with a potent combination of foresight. Lakme employs a consumer insight based on well-groomed nails to communicate both its new range, as well as a value-add in the form of a new formulation.

Study of Women's Buying Behaviour as Regards Cosmetics in Surat Region, India which includes line, shape and details affecting consumer perception towards a brand. Sproles & Kendall () defined fashion consciousness as an awareness of new designs, changing fashions and attractive styling, as well as the desire to buy something exciting.

A study on Consumer perception and Brand Personality traits for making Cosmetic purchase decisions products physical qualities, price, advertisement and promotion plays an important role.

Fourth, to check whether packaging plays a role in influencing the consumer to purchase cosmetics. This study also tried to know, how the male buyer.

Consumer Perception on Cosmetics Essay Example | Graduateway