Understanding consumer buying behaviour for beauty products
Interpretation of Beauty
Understanding Consumer Buying Behaviour for Beauty Products Nishanth Warrier Vipin Nair Bhavesh Sharma Kunal Joshi Bhavna Vaja
Content• What is a beauty Product?• Products• Brands Available in India• ASSOCHAM Industry Report• Understanding consumer Behaviour• Conclusion
What is a Beauty Product? Substances used to enhance the appearance or odor of the human body. They are generally mixtures of chemical compounds, some being derived from natural sources, many being synthetic “Intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the bodys structure or functions."
Products Hair sprays and gels Skin-care creams Deodorants Lotions Hair colors Powders Lipsticks Fingernail and toe nail polish Perfumes Eye and facial makeup Colored contact lenses Hand sanitizer
ASSOCHAM Industry Report Current Rs.10,000 cr will double to be Rs 20,000 cr by 2014Young urban elite population Rising disposable incomes Increase in working women Purchasing power Rising fashion consciousness promotional activities
ASSOCHAM Industry Report Rural expansion and are offering specialized products Two important categories resulting growth
Respondents’ age bracket Age group 18-25 26-30 30-40 3% 40% 57%A majority of the respondents fell into the 18-25 and 26-30 age bracket.So this research will give us an idea of the consumer behavior of women with respect to beauty products in the 18-30 age range
How much are women willing to spend on beautyproducts? 100% Spends 6% More than 50% 20% Below 50% 46% 50% 28%54% of women would spend more than 50% or more of their income on beauty products
What do women primarily use beauty products for? Primary use 20 15 10 5 0 To be hygenic To be To look pampered Confident attractive Majority of women use beauty products to look attractive and to feel confident.
How easily do women switch beauty brands? Switching brands Easily RarelyWomen rarely switch brands, showing that brand loyalty is high for beauty products.
Why would women experiment new products? 16 14 12 10 8 6 4 2 0 Interesting Free samples Available in small packs Women love free samples and a majority of them would experiment a new brand if they are provided with some.
What are the important factors while buying a beautyproduct? Important factors while buying 3.2 Average of Ranking to the factors important 3.1 while buying [Brand] 3 Average of Ranking to 2.9 the factors important 2.8 while buying [Price] Average of Ranking to 2.7 the factors important Total while buying [Quality] The brand name and the quality of the product are the more important than price while selecting a beauty product
Are women usually open about the products they use? No 14% Yes 86% A majority of the women are very vocal about the brand they use. Thismeans the word of mouth propagation of the brand name has a tendency to be high.
What do women get easily influenced by? Online review 11% Interesting ads 23% Friends opinion 66% Opinion of friends about a particular brand or product is the major influencing factor for women.
Do women feel that a brand ambassador is important for aproduct? Total A must Not necessaryWomen feel brand ambassadors are not necessary for a product and does not affect their decision making
Do women always look at the choices available? Total 60.00% 50.00% 40.00% Total 30.00% 20.00% 10.00% 0.00% Check different brands available Direct pickup the brand I always use This research shows that women tend to directly pick up the brand they always use than checking for different brands available.
What are the first things they check for in a new product? Price Content 49% 43% Offers 8%The research shows that when women are looking for new products they do look at price and content equally.
Are women open to trying new products if they are offeredone? Total I will accept but not use it 26% I will try it 74%A majority of women are open to trying out a new product which they are offered.
What do women do when they have a bad experience with abrand? Total Complained online Did nothing about it Discussed it with friends Wrote bad reviews 6% 17% 6% 71% Majority of women discussed their experience with friends
If the preferred brand is unavailable I will still try to get it Switch the brand 49% 51% Women might/might not switch brands (no brand loyalty)
Best Advertising Campaign Total All ages, all races, all sexes Be Unforgettable Because you’re worth it On Top of the World 29% 20% 11% 40% Because you are worth it resonated most with the respondents
What is women’s perception of their own knowledge ofwearing make up? Good Minimal 29% 71% Majority of women think that their knowledge of wearing make up is good.
What women think of sales people? Annoys after certain point Help us to know the product better Should not push the product too much 14% 37% 49%Majority of women think that sales people can help them understand the product better.
Do women interact with their favourite brand on social media? I am not much active I am part of the brand community 40% 60% Majority of women are not that active on social media
Most preferred brand shehnaz hussain VLCC VOV Amaya Avon Chanel Avon Bobbi brown Colorbar 2% 2% 1% 1% 1% 2% 2% 1% Pears 2%sheer cover 1% Dove Ponds 1% Revlon Elle 18 2% Oriflame 3% 8% 1% Garnier 2% Guess 1% Nivea 1% 1% Nike Maybelline Lakme 1% 12% 28% MAC 3% LUX Loreal 1% Lotus 15% 3% Lakme followed by L’oreal & Maybelline
Conclusion• Women tend to spend a large part of their income on beauty products because it helps them look attractive and feel confident. This finding was also resonated in the finding where women connected best with the ‘Because you’re worth it’ ad campaign.• A majority of women do not easily switch brands, but if the brand they buy is unavailable, they do get a slight tendency to switch brands. So brand availability in the market is crucial.• Women are not too concerned about the price of the product they regularly buy, but they do check at the price of a new product they are buying to check if the product is worth the content.• The small percentage of woman who don’t have a proper knowledge about make up can be educated, thus increasing the usage of the beauty products.• Women are vocal about the products they use. They can a double edged sword.