Medium & low priced products constitute 90% of sales volume.
Thus, we see that paying more for shelf space and POP does not lead to greater sales.
Regarding the Pack sizes : medium & large pack sizes are preferable
A Study On :Cosmetics Buying Behavior in India By : AnandNarayanShukla Arpita Jain RashiArora Ravi Shankar Mishra SahilJandial
Changing Trends of Cosmetics usage due to: Increase in disposable income Changing lifestyles Information explosion Thus, retailing in cosmetics has become a major challenge with cosmetics competing with other segment of products for shelf space in a retail outlet.
Outcome of the Study : The Consumer & Need Recognition for Cosmetics: The Need for Cosmetics is generally seen as the self Esteem need, where Indian women perceive beauty not just in terms of face, but also in terms of a fit body, confident attitude and Impressive personality. Thus, Brands try to Cater to this specific need with Taglines like :
L’Oreal : Because I’m Worth It
Maybelline's’ : May be she’s Born with it. May be its Maybelline
Outcome of the Study : Information Search & Alternative Evaluation :
Major Driving force for the Indian Consumers to buy Cosmetics : Word-of-Mouth or Opinion leaders (peers, friends & Beauticians).
Advertising & Promotions are effective but In-store displays do not have much impact.
In-Store Sales girls (Beauty Consultants) exerts an influence over the purchase. However, there is greater preference for tried & tested products.
The factors which influence the final purchase most is QUALITY, followed by PRICE and VARIETY.
Outcome of the Study : How different cosmetic companies manage different outlets ???
Outcome of the Study : Brand Awareness/ Recall : Most Recalled Brands and their perceptions according to the consumers : Lakme : heritage, economical, brand for regular use, high level of trust. Revlon: foreign brand that is homely but modern L’Oreal : for hair color, for occasional use Maybelline : Variety The advertisement recall is high for TV ads as compared to print ads. Also, the presence of celebrities makes a brand more noticeable.
Outcome of the Study : Customer Purchase Behavior :
Outcome of the Study : Post-Purchase Evaluation : Most Customers, while buying cosmetics, are brand loyal & seek value for money. Leading Players : Lakme, Revlon & L’Oreal Emerging Trend towards Herbal products, with the go natural mindset of the foreign as well as Indian customer.
Conclusion The Indian Consumer is growing more & more brand conscious when it comes to purchasing cosmetics. The form of advertising which plays the biggest role here is Word of mouth (success of direct marketing companies like Amway, Avon etc.) Promotions are a key factor in a price sensitive economy like India. Visual Merchandising is important only at the 2nd stage of buying decision ( searching & evaluating alternatives ). Brand loyalty & customer satisfaction is an area where marketers need to work upon to generate sales of their product, as personal care items involve extensive buying decisions.