Consumer buying patterns of cosmetics in Tamilnadu

464
Dr. R. Krishnaveni and P.Priyanga, “Consumer Preferencial Buying Patterns of Cosmetics in Sourthern
Part if Tamilnadu” – (ICAM 2016)
CONSUMER PREFERENCIAL BUYING PATTERNS OF COSMETICS IN
SOURTHERN PART OF TAMILNADU
Dr. R. Krishnaveni
Head of the Department,
A.D.M. College for Women (Autonomous), Nagapattinam-611001
P. Priyanga
Ph.D., Scholar (FT)
A.D.M. College for Women (Autonomous), Nagapattinam-611001
Cite this Article: R. Dr. R. Krishnaveni and P.Priyanga. Consumer Preferencial Buying
Patterns of Cosmetics in Sourthern Part if Tamilnadu. International Journal of Management,
7(2), 2016, pp. 464-474.
http://www.iaeme.com/ijm/index.asp
1. INTRODUCTION
Cosmetics as in the Indian Drugs and Cosmetics Act, 1940 mean “articles meant to be rubbed, poured,
sprinkled, or sprayed or introduced into or otherwise applied to the human body or any part therefore
for cleansing, beautifying, promoting attractiveness or altering the appearance. In the last few years the
consumption of cosmetics has touched new heights and the curve is shooting upwards and hence the
controls sought to be exercised on the drugs have been extended to a certain extent to the cosmetics”.
In the modern world beauty is more than skin deep – it is feeling good as well as looking good. A
healthy diet, with plenty of fresh fruits and vegetables and lot of mineral water to drink, regular
exercise, fresh
air sleep though gives a foundation for beauty routine, the sprawling beauty parlors for ladies and
also men, and not speak of the change of times and emulation of other countries and Miss Universe
contests have heightened craze for cosmetics.
Cosmetics generate beauty, fragrance, pleasant look and love as well. Every marketer should look
into more and more of new opportunities. Cosmetics offer a lot of opportunity to producers to upgrade
their technology, to innovate, to diversify and to increase their market share. In the service sector
particularly to enterprising ladies, opening of beauty parlors give lot of income, in a country like India
with various family functions and for bridal make-ups in marriages. The influence of media on beauty
generation is great. College students and even middle-aged people, men and women, want to look
beautiful and go over different cosmetics. They do not mind even a little more spending on cosmetics.
Wholesalers and retailers make good earnings in their cosmetic dealings. A marketer should know to
take advantage of the changes taking place all around.
Cosmetics preparations are intended to promote the health and beauty of the complexion, hair,
hands and nails. It is the recognition of the dual role of health and beauty that has built cosmetics into a
INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
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ISSN 0976-6510 (Online)
Volume 7, Issue 2, February (2016), pp. 464-474
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 -
6510(Online), Volume 7, Issue 2, February (2016), pp. 464-474 © IAEME Publication
465
major industry. It can be said that the use of cosmetics is as old as civilization itself. Today the
introduction of scientific methods, accurate measurements, uniform procedures, specifications for raw
materials and the testing of finished products have made cosmetology as a new science.
In India natural products like musk, cosus, sandal, saffron, etc., were extensively used and are still
being used in cosmetics, creams, oils, pastes, lotions, and betel and toilet powder. Modern cosmetics
have been becoming more sophisticated and are sold under different labels. Cosmetics produced by
Indian Companies as well as imported varieties are now available in the Indian market.
In fact the cosmetics industry has grown to such gigantic proportions that it is possible for more
people to use cosmetics as compared to the privileged few in the past. In India, there are about 30 units,
manufacturing cosmetics products in the organized sector, with an annual production of 30,000 tones.
They cater to 60% of the cosmetic market. Small units of unorganized sector meet the rest of the
demand. The growth rate of the cosmetic product in India is about 5% to 10% on an average with some
products growth at even less than 2 percent.
So far the researchers have not attempted a study of this nature. So it is hoped that this type of
research will throw light on the consumption preferential buying aspects of cosmetic products.
The popular channels of distribution process are as follows:
 Manufacturer  Wholesaler  Retailer  Consumer
 Manufacturer  Wholesaler  Consumer
 Manufacturer  Consumer and
 Manufacturer  Retailer  Consumer.
2. REVIEW OF LITERATURE
Sarg in Edward (1957) The researcher has made an attempt to review the previous studies pertaining
to the marketing of cosmetics and other studies related to them. The growth of female working
population is a factor emphasized by Professor Rennick (1957), who pointed out that “Women are
employed outside the home not only making them more conscious of appearance and of cosmetics and
putting her in a better financial position to buy more and better grades of the cosmetics she wants”.
Arumugam. S.P. (1988) Every exposable part of the human anatomy is subject to cosmetic attraction.
But the face and hair are the most conspicuous parts of the human body. A great variety of cosmetics
aids have been designed especially to make these parts of the body more attractive. The main reason is
that “pleasant appearance can open the doors to new opportunities whereas an attractive appearance
may help the same doors Closed”. Besides by nature women want to be more beautiful and since they
pay more attention to cosmetic items.
V.Arunagiri (1990) in his study entitled, “A study on consumer attitude towards advertisements in
Chidambaram Town- With reference to selected cosmetics products”. The researcher has emphasized
that advertisement influences very much for increasing the sale of cosmetics.
S.Anitha (1994) has made an attempt to study the consumer attitude pertaining to cosmetics in her
study entitled “Attitude and behaviour of consumer towards cosmetics, a study with reference to
Madurai Kamaraj University Hostel students”. In her findings she has stated that the most prominent
reason for using the cosmetics by men and women is to enhance their appearance. Not only cosmetics
help to beautify their face and help them to maintain personal cleanliness.
A.Ubakaraselvam (1997) has made an attempt to study the marketing of select cosmetics in Nilakottai
Taluk. In his findings he has stated that the majority of the consumers to buy only a particular brand of
cosmetics for their entire family.
Another article in “Indian Journal of Marketing (1999)” entitled “Cosmetology – A new science”,
states that “cosmetics” covers not only decorative preparations such as lipsticks, ranges and powders
but also such articles as dentifrices and shaving preparations, which are very necessary for personal
hygiene and cleanliness. The author has stated that there are three types of cosmetics available to the
users. They are (i) Skin Care Cosmetics (ii) Hair Care Cosmetics and (iii) Make up cosmetics. All the
three cosmetics are having good markets. So the personal care industry will be having a bright future. It
is likely that many more small and big companies will be started.

466
Consumer
Decision Making
Cultural
Cultural
Subculture
Social class
Social
Reference Group
Family Role &
Status
Psychological
Perception
Learning
Attitudes and
Belief
Personal
Age & Life Cycle
Stage Occupation
Income Life Style
Personality
& Self Concept
Another article in “Indian Journal of Marketing (2000)” entitled “Homemakers Awareness about
cosmetics,” has stated that, most of the cosmetics were known to majority of the homemakers. All the
homemakers were fully aware of bath soap, hair oil, shampoo, cream, body talc, nail polish, toothpaste
as these have became the necessaries of life, instead of being basis for beautification. There is well
awareness which attributes to the fact that these toiletries are the part and parcel of our daily hygiene.
The awareness regarding advertising effectiveness has increased in India because of economic and
social development and competition among different products vendors.
Carter, W.G. (2000) has observed all the important psychological motives for advertising the
cosmetics products. He listed the various psychological motives such as money, variety,
acquisitiveness, rivalry, comfort, adornment, cleanliness, companionship, amusement, sensual,
gratification, construction, aggrandizement, mental culture, affection, social achievement, ambition,
inhibitiveness, reverence, romance, aesthetic taste, sex, imitations, curiosity, self preservation,
sympathy, gratitude patriotism and so on. These motives will naturally induce consumers to purchase
more cosmetics and the demand will be increased.
Cosmetics have been used since even early times to enhance the appearance of the wearer. The use
of cosmetics is very ancient. Evidence of the use of eye make-up and aromatic ointments has been
found in Egyptian tombs dated to 3500 B.C. Perfumes of natural origin were greatly prized and hence
associated with priest at shrines and in houses. Mixture of fragrant gum, resins and woods were burned
as incense and others. During the middle age, eye lips and eye brows were still stained and early
Britain’s were said to use a crude type of face paints”. (New Knowledge Library Volume – 7. 1978
p.658)
3. FACTORS INFLUENCING CONSUMER PREFERENCE

467
4. METHODOLOGY
OBJECTIVES OF THE STUDY
The following are the important objectives of the study.
1. To trace the evolution and development of cosmetics.
2. To focus on the existing channels of distribution of cosmetics in Sourthern parts of Tamil
Nadu.
3. To summarise the findings of the study with some suggestions and conclusion.
5. METHOD OF DATA COLLECTION
Both primary and secondary data form the database of this research project. Primary data have been
collected from the consumers of cosmetics through schedules and questionnaires.
6. LIMITATIONS OF THE STUDY
1. The term Cosmetics includes herbal products also. But the present research study covers
shampoo, powders, deodorants, oil, etc and not herbal products.
2. Most of the consumers are unable to recall their previous experiences in the usage of
cosmetics. Hence a longer period could not be considered for study and
3. As there are only a few studies on cosmetics, the researcher is unable to review more related
studies under heading “review of literature”.
7. PREFERENCE OF BRANDS
Every consumer prefers to buy a particular brand of cosmetics. So it is necessary to study their
preference in buying cosmetics. Some consumers are particular to buy particular brand of cosmetics
where as some consumers are not brand conscious.
Table 1 Preference of Brand by Sample Consumers
Category
Male Female Total
Number of
Respondents
%
Number of
Respondents
%
Number of
Respondents
%
Purchasing the
particular brand
65 32.5 112 56.0 177 88.5
Not purchasing
particular brand
7 3.5 16 8.0 23 11.5
Total 72 36.0 128 64.0 200 100.0
Source: Primary Data.
It is understood from the table 1 that more number of male and female consumers i.e., 85.5% give
more preferences to the purchase of a particular brand frequently. This supports one of the hypotheses
i.e., “There is a strong brand loyalty among the cosmetic users”.
Table 2 Brand Loyalty for Face Powder
Face Powders Number of Respondents Percentage
Emami 24 12.0
Gokul 38 19.0
Lavender 16 8.0
Ponds 90 45.0
Ztalc 14 7.0
Others 18 9.0
Total 200 100.0
Source: Primary Data

468
Table 2 shows the brand loyalty of consumers for face powder. It is observed from the table that
only 18(9%) respondents are not buying the popular brands of powder such as Emami, Gokul,
Lavender, Ponds and Ztalc, Further 90(45%) of the respondents prefer ponds powder. It is their opinion
that this brand is of high quality and the company maintains the same goodwill and reputation. Next to
Ponds 38 (19%), 24(12%), 16(8%) and 14(7%) of the respondents buy Gokul, Emami, Lavender, and
Ztalc respectively. Thus Ponds powder tops the list with regard to brand loyalty.
Table 3 Brand Loyalty for Scent
Scent Number of Respondents Percentage
Charlie 34 17.0
Rexona 26 13.0
Some Indian 38 19.0
Some Foreign 46 23.0
Jasmine 1 0.5
Majuma 1 0.5
Reymonds 1 0.5
Not using 53 26.5
Total 200 100.0
Table 3 it is noticed that 53 (26.5%) of cosmetics users do not use any one brand of scent at all.
Out of the remaining users of scent, 46 (23%), and 34(17%) of users prefer ‘Foreign (+Charlie)’ brands
of scent while remaining 67(33.5%) consumers purchase Indian made brands of scent. Hence the
observation is in favour of the hypothesis that states, “Foreign cosmetics are popular in the Indian
market”.
Table 4 Brand Loyalty for Shampoo
Shampoo Number of Respondents Percentage
Clinic 74 37.0
Lux 15 7.5
Meera 21 10.5
Sunsilk 45 22.5
Velvet 16 8.0
Others 29 14.5
Total 200 100.0
It is observed from the table 4 that out of 200 respondents, 29(14.5%) of the users are nor using
popular brands of shampoo. On the other hand, 74(34%) of users are using “Clinic” brand which stands
first. The second, third and fourth places go to “Sunsilk”, “Meera”, “Velvet” and “Lux” brands
respectively.
Table 5 Brand Loyalty for Snow
Snow No. of Respondents Percentage
Fair & Lovely 46 23.0
Fairever 34 17.0
Ponds 34 17.0
Not Using 32 16.0
Nivea 23 11.5
Others 31 15.5
Total 200 100.0
Source: Primary data

469
The data on Snow brands in table 5 shows that out of 200 respondents, 32 (16%) respondents are
not using any one of the brands of snow. From the remaining group, 46(23%) respondents are using
“Fair & Lovely” which leads to the first rank. Other categories “Fairever”, “Ponds” and “Others” of
snow brands occupy more or less the same second rank. The third rank goes to “Nivea” brand.
Table 6 Brand Loyalty for Deodorant
Deodorants Number of Respondents Percentage
Not Using 55 27.5
Spinz 25 12.5
Rexona 48 24.0
Ponds 24 12.0
Nivea 19 9.5
Impulse 1 0.5
Others 28 14.0
Total 200 100.0
From the data contained in table 6 it is understood that out of 200 respondents, 55 (27.5%) users
do not use any brand of deodorants. From the remaining 145 (72.5% of users, 28(14%) of users do not
purchase any standard brand of deodorants. But the first place goes to Rexona Brand of deodorants as
48 (24%) of consumers buy it. The second, third and fourth places go to Spinz, Ponds, Nivea and
Impulse brands respectively.
Table 7 Brand Loyalty for Face Powder
Face Powder Number of Respondents Percentage
Emami 26 13.0
Gokul 39 19.5
Lavender 17 8.5
Ponds 84 42.0
Ztalc 15 7.5
Others 19 9.5
Total 200 100
It is understood from the table 7 that only 19 (9.5%) respondents are not buying the popular brands
of powder such as Emami, Gokul, Lavender, Ponds and Ztalc. Further 84 (42%) of the respondents
prefer ponds powder. It is their opinion that this brand is of high quality and the company maintains the
same goodwill and reputation. Next to ponds, 39 (19.5%), 26 (13%), 17 (8.5%) and 15 (7.5%) of the
respondents buy Gokul, Emami, Lavender, and Ztalc respectively.
Table 8 Brand Loyalty for Scent
Scent Number of Respondents Percentage
Charlie 32 16.0
Rexona 26 13.0
Some Indian 34 17.0
Some Foreign 49 24.5
Charlee 1 0.5
Jasmine 1 0.5
Magnent 1 0.5
Majuma 1 0.5
Reymonds 1 0.5
Tomy girl 1 0.5
Not Using 53 26.5
Total 200 100.0

470
Table 8 infers that 53 (26.5%) of consumers do not use any brand of scent at all. Out of the
remaining users, 49 (24.5%) and 32 (16%) of users prefer Foreign (+Charlie) brands of scent. This
scent is in favour of the hypothesis, that is “Foreign cosmetics are popular in the Indian Market” as it
holds well at also.
Table 9 Brand Loyalty for Shampoo
Shampoo Number of Respondents Percentage
Clinic 76 38.0
Lux 15 7.5
Meera 22 11.0
Sunsilk 45 22.5
Velvet 16 8.0
Others 26 13.0
Total 200 100
It is observed from the table 9 that out of 200 respondents 26(13. %) of the consumers are not
using popular brands of shampoo. On the other hand, 76(38%) of users are using “Clinic” brand which
stands first. The second, third and forth places go to “Sunsilk”, “Velvet” and “Lux” brands
respectively.
Table 10 Brand Loyalty for Snow
Snow
Number of
Respondents
Percentage
Fair & Lovely 49 24.5
Fairever 36 18.0
Ponds 35 17.5
Nivea 28 14.0
Not using 29 14.5
Others 23 11.5
Total 200 100
The data of table 10 shows that out of 200 respondents, 29 (14.5) respondents are not using any
one of the brands of snow. From the remaining group, 49 (24.5) respondents are using “Fair & Lovely”
which leads to the first rank. Among other categories ‘Fairever” and “Ponds” brands occupy more or
less the same second rank. The third rank goes to ‘Others’ and fourth rank goes to “Nievea” brand.
Table 11Brand Loyalty for Deodorant
Deodorant No of Respondents Percentage
Not using 55 27.5
Spinz 26 13.0
Rexona 49 24.5
Ponds 24 12.0
Nivea 19 9.5
Others 27 13.5
Total 200 100.0
Table 11 relating to number of respondents preferring Deodorant brands it is clear that out of 200
respondents, 55 (27.5%) users do not use any brand of deodorants. From the remaining 145 (72.5%) of
users, 27 (13.5%) of users do not purchase any one standard brand of deodorants. But the first place
goes to Rexona brand of deodorants as 49 (24.5%) of purchasers buy it. The second, third and fourth
places go to Spinz, Ponds, and Nivea brands respectively. It is noticed that Rexona brand of deodorants
gets first place in both cities.

471
Table 12 Correlation between Monthly Expenditure and Income
The co-efficient of correlation between monthly income and expenditure is found from table as
0.514. This is significant at 5 % level of significance since the value of Sig (2-tailed) is 0.000, which is
less than 0.05. As expected this correlation is found to be positive which indicates that as the income
increases the expenditure also increases.
The various conclusions that emerge from the statistical analysis are given below:
1. Among the independent variables income level factor influences the dependent variable
namely monthly expenditure.
2. In very big metropolis men also spend more on cosmetics.
3. All religions use cosmetics and are not a stigma.
Though no statistical projection is made, in the present economic and demographic conditions,
marketing is bright with the continued economic planning. There is marginal increase in income both
in urban and rural areas. There is a lot of awareness for beauty and fragrance. The teen age boys and
girls highly exposed to T.V and Internet are bound to make greater demand for cosmetics in the years
to come. It is here the marketer should be innovative to find newer products for men and women of
different ages. Thus the statistical analysis helps not only to prove the hypotheses framed but also to
arrive at some important findings and conclusions.
8. SUGGESTIONS
In order to expand the preferential buying patterns of cosmetics in Sourthern parts of Tamil Nadu the
following suggestions are made.
1. Manufacturers or wholesalers should see that their salesmen are trained well and if there is a
need for special training for marketing of cosmetics, it should be inculcated. The complaints
of the customers regarding the discourteous treatment by salesmen must be immediately
attended to.
302.0000 93.6559 50
11580.00 2814.6120 50
Monthly
Expenditure
MONINCOM
Mean
Std.
Deviation N
Descriptive Statistics
1.000 .514**
.514** 1.000
. .000
.000 .
50 50
50 50
Monthly
Expenditure
MONINCOM
Monthly
Expenditure
MONINCOM
Monthly
Expenditure
MONINCOM
Pearson
Correlation
Sig.
(2-tailed)
N
Monthly
Expenditure MONINCOM
Correlations
Correlation is significant at the 0.01 level
(2-tailed).
**.

472
2. Wholesalers’ salesmen should be asked not to be mere order takers but to be a watch and ward
to have a cursory look of movement of their products. With the result wholesalers devise
means for moving slow line of their products.
3. They should be advisers to retailers on the shop arrangement.
4. They should keep an eye on the competitors’ products as well.
5. They should interact with a few customers for creating goodwill and for feeling their pulse as
well regarding consumer satisfaction.
6. Businessmen should take steps to bring down the prices of cosmetics, as all the consumers are
influenced by the price. No doubt such reduction in price would be compensated by increase
in the volume of sales
7. Traders and manufacturers earn huge profit by creating brand loyalty among consumers by
means of repetitive advertising and effective sales promotion. At the same time they should
think about the consumers’ welfare and produce quality goods at cheaper prices, because
“consumer is the king” of the market.
8. Reduction in price scheme should be a real one and it should not result in inflating the price
and then offering rebate thereby cheating the customers. In this respect, it is advisable that
traders should print the words like “Maximum retail price inclusive of all taxes” instead of the
term “Local taxes extra” on the package or product and there by them can reduce the
bargaining and win the confidence of consumers.
9. Government should levy reasonable excise duty. The excise duty levied on cosmetics is very
high. For example, the excise duty levied on talcum powder and shampoo is unduly high. In
our country, which is very hot, talcum powder is a necessity and it is not at all a beauty aid. So
it is not logical to levy advalorem duty on talcum powder.
10. The cosmetic market becomes more complicated and competitive. So the display of cosmetic
must be attractive. Then only the sale of cosmetics will be increasing.
11. Cosmetics shops especially in urban areas should reduce their promotional expenditure, which
will be high due to cut-throat competition.
12. Hindus are using more cosmetics compared to people belonging to other religion. So steps
should be taken to popularize the use of cosmetics among the people of other religions. It is
most important in the country like India where the people of other religions too are living.
13. There is a strong brand loyalty among the consumers. Though it is a right of consumers to buy
particular brand of cosmetics, they must go for alternative brand if particular brand is not
available. Then only the demand for cosmetics will be boosted.
14. Advertisement has a significant influence in the demand inducement of cosmetics.
Advertisements in urban areas are made through media like radio, TV, newspapers etc. Even
internet facilities are available to find out the latest cosmetic products. But in villages
advertisements are not sufficient. So steps should be taken to popularize the new cosmetics
products there. Every village should have at least one TV set and FM broadcasting facilities
should be extended to all rural areas where every house has a radio set or transistor which can
be altered by a villager due to their economical price compared to TV or other sophisticated
media of communication or broad casting.
15. Rural women-folk use only face powder and soap. So they should be educated about the use
of other cosmetics also. They should be known about beauty parlor in the near by town where
cosmetics are used in large quantity. At the time of functions like engagements, marriages etc.,
and the rural women-folk may go to beauty parlor and make their appearance attractive and
beautiful.
16. Similarly rural men –folk still use the sticks of vembu and banyan trees for cleaning their
teeth. No doubt they are hygienic. But sometime they damage enamel of teeth. So they may be
asked to use tooth paste and brushes which will certainly save their teeth from decay, pain
etc.,
17. Cosmetics sellers both in urban and rural areas should try to sell good quality cosmetics at
reasonable cost and avoid of selling bogus or inferior quality which affect the skin and other
parts of human-beings.

473
18. Proper research should be carried out to produce quality cosmetics, to know the consumer
behaviour and to analyze the brand loyalty which will certainly enhance the preferential
buying pattern of cosmetics in Sourthern parts of Tamil Nadu.
9. CONCLUSION
Thus cosmetic is a preparation extremely applied to change or enhance the beauty of skin, hair,
nails, lips and eyes. Every exposable part of the human anatomy is subject to cosmetic attraction. So
cosmetics have been used from ancient times to modern times; It is used not only by females but also
by males; It becomes part and parcel of human-beings from cradle to grave. Mushroom growth of
beauty parlors is the testimony for the importance of cosmetics. Cosmetics have created several Miss
World and Miss Universe. Its application in cine world or film industry is tremendous. It has occupied
the human body in one way or other.
Ever increasing population makes the use of cosmetics in a multiple manner. So marketing of
cosmetics becomes competitive. Advertisements through mass media like radio, TV, news papers etc.,
make the sale of cosmetics in a larger scale. Research has been carried out to improve its quality and
new kinds of cosmetics products are coming to the market. Consumers expect quality cosmetics at
reasonable price. So it is the duty of the Government, manufacturers and middlemen to supply these
necessaries of life in a fair price. If all the suggestions and findings of this study are listened and
carried out, no doubt the preferential buying pattern of cosmetics will hold good not only in select
places northern parts of Tamilnadu but also in India, which lives an villages. To put it in nutshell as
long as human-beings are in this world, cosmetics also will exist and its marketing both in rural and
urban areas has a bright future in the days to come.
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474
[15] Ramasamy, V.S and Namakumari, S, Marketing Management-in Indian Environment,
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Bluff. ILL, Chicago, New York TORUN TO, 1967.
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[20] The Manorama Year Book, 38th
Year Publication, 2003.
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[22] William, A. Pretences Cosmetics and Soaps, Puches Chapman and Hall Limited, London,
1950.

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