- The study aimed to understand consumer attitudes and perceptions toward Lakme cosmetic products in India. - Lakme was found to be the most preferred cosmetic brand in India, with over 75% of consumers satisfied with its product quality. - Consumers reported using Lakme for its diverse product range and quality, and said they had been using the brand for many years. - While consumers were generally satisfied, some suggested Lakme could improve by expanding product lines, adding more shades, and improving packaging and availability.

1. A study on consumer buying
behaviour towards Lakme

2. Content
• Introduction
• Literature review
• Research objective
• Research methodology
• Data analysis
• Findings
• Conclusion
• Suggestions
• References

3. Introduction
• Consumer behaviour is the study of when, why, how, and where people do or
do not buy product.It attempts to understand the buyer decision making
process, both individually and in groups.
• Lakmé is an Indian cosmetics brand which is owned by Hindustan Unilever
• Lakmé was the first major beauty brand in India and takes pride in being the
expert on Indian Beauty for over 50 years.
• Lakmé has a foot print of over 1200 assisted sales outlets, which is the largest
span of outlets with “Beauty Advisors” in the country.
• Lakme was ranked 36th among India's most trusted brands according to
the Brand Trust Report 2014.

4. Literature review
• S. Bagiyalakshmi and S. Saranya (2017): In his study entitled, “a study on cosmetics
usage of girls”. The purpose of the study is to find cosmetic usage of girls and The
most popular products are coloured cosmetics, of which nail polish, lipsticks and
shine are the largest number of products in the entire Indian cosmetics and toiletries
market.
• Nischay, K. Upamannyu, S. S Bhakar (2014): In there study entitled Examine the impact of
customer satisfaction on branding and loyalty intent, directly and indirectly, based on a
hypothetical model (MP) in India, in the recent Fair for a Cosmetic Fair at Gwalior. The
results show that there is a close relationship between customer satisfaction and brand image.

5. • Bowen and Shoemaker, (1998): In their study, customers are critically
important for any business, especially when it comes to services industries.
Thus, loyal customers behavior can be studied by observing their behavior
towards the services, offered which include repeat purchases made, trying
other product lines of the company, showing resistance to pull off the
competition, giving referrals, etc.
• Brengman et al. (2001) found that Consumers most vulnerable to brand
perception generally have higher level of knowledge about the products
which they are using.
• Poiesz and Verhallen (1989) Not only the consumer behavior but the
perception of consumers, may be the subject of people buying the products of
lakme

6. Research objective
• To understand the attitudes and perception of consumer‘s towards lakme
products.
• To find out the satisfaction level of consumer‘s towards lakme products.
• To study how Lakme is influencing its consumers.
• To understand consumer behavior with reference to cosmetics.
• To analyze the impact of brand image on loyalty intensions of Lakme.
• To evaluate the effectiveness of Lakme cosmetic products among consumers.

7. Research Methodology
• Primary data: Data was collected directly from respondents through a survey (Questionnaire)
• Secondary Data: Data was collected from the following
• News papers
• Magazines
• Internet sites ( Google,wikipedia.)
• TYPE OF RESEARCH-DESCRIPTIVE

8. Data analysis
• Q. 1 For which Purpose you usually use lakme product’s?
• 35% from samples uses lakme eye’s product.
• 30% from samples uses lip color range of lakme.
• 25% from samples uses face product range of lakme.
• 10% from sample uses Nail enamel products of lakme.
eyes, 35,
35%
face , 25,
25%
lip color, 30,
30%
nails, 10,
10%
eyes face lip color nails

9. • Q.2 For How long have you been using the lakme Brand?
• Since, Lakme is old and most competitive brand in India. Majority of
customers are using more than 5 years of lakme product.
less than a year
7%
1 year
13%
2 year
25%
less than 5 years
20%
more than 5 years
35%
less than a year 1 year 2 year less than 5 years more than 5 years

10. Q.3 what changes you would like to see in lakme products?
31%
47%
21%
1%
Sales
More Product Range More Shade Better Packing All th Bove
Q. 4 Do you think lakme provides quality products to it’s customers?
Everyone responded positive towards the quality of lakme product.
Its means every customer ids satisfied with their lakme products whether they use for
face,eyes,lip color or nail enamel.

11. Q.5 What do you think is the main reason for your use of lakme product’s?
• 7% from samples says the main reason to use lakme product, they buy reasonable rates.
• 15% from samples says that reason to use lakme product because of it has variety of
products.
• 45% from samples says that the reason to use lakme product because of its quality.
• 30% from samples use it is easlity available in markets.
• 3% comes to use the product through its promotion strategies like advertisement as main
ambassador like Sharddha kapoor and Karina kapoor
7%
15%
45%
30%
3%
price Variety Quality Availabilty Promotion

12. Findings
• Lakme is the global leader in cosmetics, with 25 global brands. It has five key
areas of expertise- hair care, skincare, make-up and fragrances. This company
has over 63,358 employees working currently.
• There is a good awareness of Lakme cosmetics products among the
consumers.
• There is a neck to neck competition between L’Oreal, Oriflame, VLCC,
Revlon etc
• 75% of the customers are fully satisfied with existing quality While 25% are
partly satisfied.
• Consumers prefer the Lakme products because it provides good quality, good
results, good services, etc and it all fulfills their needs.

13. Conclusion
• The competition is fierce in the multi-channel retailing environment. A
business that hopes to grow and prosper requires a comprehensive logistics
and transportation strategy, executed flawlessly.
• Those businesses that work to build successful relationships with logistics and
transportation vendors will find that their efforts lead to improved customer
service and profitability
• Lakme has been found to be the most preferred brand it meet the promise
made to the customer. Consumer relies on the Lakme products because it
provides good quality, good results, good services, etc. So that customer
may prefer Lakme products.

14. Suggestions:
• The supply must be properly fulfilled so the need of the customer satisfies.
• Target selling for the dealer / agent can increase the sales of company.
• The company must concern to the satisfaction of customer demand.
• The company and dealer should develop its marketing information system up
to date information of competitor's policy, price and product, target market, so
the company can know its strengths and weaknesses.
• Brand preference studies reveal that comparatively there is more preference
for Lakme among consumers so in order to attract and maintain his
consumers. Advertising programs should be intensified.

15. References
• WEBSITES-(Wikipedia.com, https://lakmeindia.com/)
• S. Bagiyalakshmi and S. Saranya (2017), “a study on cosmetics usage of
girls”
• Nischay, K. Upamannyu, S. S Bhakar (2014),” Examine the impact of
customer satisfaction on branding and loyalty intent”
• Bowen and Shoemaker, (1998),” customers are critically important for any
business”
• Brengman et al. (2001),” degree of similarity and proximity of
advertisements”
• Poiesz andVerhallen (1989),“consumer behavior and perception of
consumers”

16. THANK YOU