Siri 77

CONSUMER BEHAVIOUR AND PERCEPTION OF WOMEN
TOWAEDS LAKME
Submitted in partial fulfillment of the
requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
BY
V.SAI.SIRISHA
(175014027)
Under the esteemed guidance of
N.SANDEEP KUMAR.MBA
Lecturer in MANAGEMENT stuides
DEPARTMENT OF BUSINESS MANAGEMENT
VASAVI MAHILA KALASALA
AFFILIATED TO RAYALASEEMA UNIVERSITY
KURNOOL
2017-2020

Vasavi Mahila Kalasala
Kurnool
Department of Business Management
CERTIFICATE
This is to certify that the Project Report titled “A STUDY ON
CONSUMER BEHAVIOUR AND PERCEPTION OF WOMEN
TOWARDS LAKME ” was carried out by V.SAISIRISHA of
Regd.No:(175014027).This is submitted in partial fulfillment for the award
of the Degree of Bachelor of Business Administration (BBA) of Rayalaseema
University ,during the academic year 2017 - 2020.

PROJECT GUIDE CERTIFICATE
Ms.V.SAISIRISHA pursuing BBA of final year from Vasavi Mahila
Kalasala, Kurnool in partial fulfillment for the award of the degree has been
done her project entitled, “A Study on Consumer behaviour and perception
of women towards lakme ”, under my guidance has furnished the details true
to the possible extent of my knowledge.
Place
DATE
N.SANDEEP KUMAR
DEPARTMENT OF MANAGEMANT

DECLARATION
I hereby declare that this Project Report titled “A study on
consumer behaviour and perception of women towards lakme”
submitted by me to the Department of Business Management,
Vasavi Mahila Kalasala, is a bonafide work undertaken by me and
it is not submitted to any other University or Institution for the
award of any degree/diploma/certificate or published any time
before.
Name of the Student Signature of the Student
Date
EXAMINER PRINCIPAL HOD
ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all those who helped
me directly or indirectly to complete this project.
First, I take this opportunity to express my sincere thanks to our
Principal Smt. Dr. N. Parvathi Madam and the college management for
providing an opportunity and facility in successfulcompletion of my project.
I also thank Mr.N.SANDEEP KUMAR sir Vasavi Mahila Kalasala,
Kurnool for their constant guidance and valuable advice.
My heartfullthanks to the Ms. Purnima Madam and Ms. Radha Madam
ms.B.P AIKYA mam and K.Vinod kumar sir who showed infinite interest
and helped me at all times with valuable suggestions and kind co-operation
without whom I could not draw multifarious sketch for my Project Work.
Finally, I am thankful to my parents who helped me directly in my phase
of completion of this project work

INDEX
CHAPTER
PAGE NO
1. Introduction
2. Industry Profile
3. Company Profile
4. Need for the Study
5. Research methodology
6. Literature Review
7. Data Analysis and Interpretation

8. Findings and Suggestions
9. Annexure
Questionnaire
Bibliography
0………………………………………
…

INTRODUCTION
Cosmetics and toiletries are not just the domain of women any longer and Indian
men too are increasingly taking to the use of more and more body sprays,
perfumes and other cosmetics and toiletries. With rising demand from men, the
Indian market is getting enlarged and many players are coming out with cosmetic
products especially skin care products for men. Globalization will certainly
increase cosmetic products penetration and all professionals shall equip
themselves to exploit opportunities offered by this sector.
The consumers are the largest economic group in any country and the present
day business activities are because of consumers only. Thus, consumers are the
pillars of the economy. The consumers are not only the heart of marketing
system, but also the controller of marketing functions. But it the modern
marketing system consumers sovereignty has become a myth on account of the
variety of problems in the process of merchandising. The study of consumer
behavior enables marketers to understand and predict consumer behavior in the
market place; It also promote understanding of the role that consumption plays in
the lives of individual.
This gives me an opportunity to work on with this endeavor focusing on the
Consumer behavior and perception of women towards cosmetics with special
reference to the Lakme’s cosmetics products’. The primary objective of the study
is to understand the consumer behavior and perception of women by studying
the awareness of the financial products within the consumers and the number of
consumers who take the products from Lakme.
The introductory chapter gives and insight to the cosmetic industry. It briefly
explains about the history of cosmetic sector. It also contain the organizational

profile of Lakme, stating about its mile stones, vision, products, protection
solutions, advertising effectiveness and finally about its marketing strategies and
challenges.
The second chapter gives a glimpses idea about the area of dissertation i.e.
theoretical background of the study. This part clearly explains the theoretical part
of consumer behavior in general. It also includes statement of the problem, need
and impotents of the present study and focal objectives of the dissertation
undertaken. The third chapter explains about literature review. It briefly describes
what all are the information source for the present study and what benefits has
derived from the reference of those literatures.
Next part explains about the research methodology. With the basic
understanding of the study research design was formulated. To collect the data,
questionnaires was prepared.
The necessary data were collected through personal interviews and interaction
with users of Lakme products. This chapter specifically explains about the type of
research, sample technique, sample size, actual collection of data and the tools
used for the testing of hypothesis.
The last but one chapter contains the analysis and interpretation of data
collected. The collected data was coded through tally bars and presented in
percentage wise and depicted in the form of graphical representation. It also
includes the hypothesis test about the overall result of the present study.
The last chapter is entirely the exploration of the research study giving all
respondents opinion in nutshell as findings i.e. stating that around percentage of
customers behave positively towards the Lakme,s products. The dissertation
ends up with the suggestions in order to modify the current system for a higher
growth and progress.

CHAPTER-2
INTRODUCTION TO
CONSUMER BEHAVIOUR

INTRODUCTION TO CONSUMER BEHAVIOUR
Consumer behaviour
Consumer behaviour is the study of when, why, how, and where people do or do
not buy product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioural variables in an
attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in
general.
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Each method for vote counting is assumed as a social function but if Arrow’s
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness, neutrality,
anonymity, monotonocity, unanimity, homogeneity and weak and strong Pareto
optimality. No social choice function meets these requirements in an ordinal
scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With
that in mind, the productive system is considered from its beginning at the
production level, to the end of the cycle, the consumer.
Belch and Belch define consumer behaviour as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires'.'
 Information search
Once the consumer has recognised a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007)
explain that consumers undertake both an internal (memory) and an external
search.

 Sources of information include:
 Personal sources
 Commercial sources
 Public sources
 Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as 'the process by which an individual
receives, selects, organises, and interprets information to create a meaningful
picture of the world'.
THE SELECTIVE PERCEPTION PROCESS:
1. Stage Description
- Selective exposure consumers select which promotional messages they will
expose themselves to.
- Selective attention consumers select which promotional messages they will pay
attention to
- Selective comprehension consumer interpret messages in line with their beliefs,
attitudes, motives and experiences
- Selective retention consumers remember messages that are more meaningful
or important to them
The implications of this process help develop an effective promotional strategy,
and select which sources of information are more effective for the brand.CV
2. Information evaluation
At this time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that their
brand is part of the consumer's evoked (consideration) set? Consumers evaluate
alternatives in terms of the functional and psychological benefits that they offer.
The marketing organization needs to understand what benefits consumers are
seeking and therefore which attributes are most important in terms of making a
decision
Consumer behaviour is influenced by: culture,sub-culture, locality, royalty,
ethnicity, family, social class, reference groups, lifestyle, and market mix factors
Consumer purchases are influenced strongly by or there are four factors.
The following are the certain factors which influence the consumer behavior:

FACTORS INFLUENCING CONSUMER BEHAVIOUR
01. Cultural Factor :-
Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social
Class
 Culture:-
The set of basic values perceptions, wants, and behaviours learned by a member
of society from family and other important institutions. Culture is the most basic
cause of a person’s wants and behaviour. Every group or society has a culture,
and cultural influences on buying behaviour may vary greatly from country to
country.
 Sub Culture :-
A group of people with shared value systems based on common life experiences
and situations.
Each culture contains smaller sub cultures a group of people with shared value
system based on common life experiences and situations. Sub culture includes
nationalities, religions, racial group and geographic regions. Many sub culture
make up important market segments and marketers often design products.
 Social Class:-
Almost every society has some form of social structure, social classes are
society’s relatively permanent and ordered divisions whose members share
similar values, interests and behaviour.
02. Social Factors :-
A consumer’s behaviour also is influenced by social factors, such as the (i)
Groups (ii) Family (iii) Roles and status
 Groups :-
Two or more people who interact to accomplish individual or mutual goals.
A person’s behavious is influenced by many small groups. Groups that have a
direct influence and to which a person belongs are called membership groups.
Some are primary groups includes family, friends, neighbours and coworkers.
Some are secondary groups, which are more formal and have less regular

interaction. These includes organizations like religious groups, professional
association and trade unions.
 Family:-
Family members can strongly influence buyer behaviour. The family is the most
important consumer buying organization society and it has been researched
extensively. Marketers are interested in the roles, and influence of the husband,
wife and children on the purchase of different products and services.
03. Personal Factors :-
It includes
Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v)
Personality and self concept.
 Age and Life cycle Stage:-
People changes the goods and services they buy over their lifetimes. Tastes in
food, clothes, furniture, and recreation are often age related. Buying is also
shaped by the stage of the family life cycle.
 Occupation :-
A person’s occupation affects the goods and services bought. Blue collar workers
tend to buy more rugged work clothes, whereas white-collar workers buy more
business suits. A Co. can even specialize in making products needed by a given
occupational group. Thus, computer software companies will design different
products for brand managers, accountants, engineers, lawyers, and doctors.
 Economic situation :-
A person’s economic situation will affect product choice

CHAPTER-4
REVIEW OF LITERATURE

Review of Literature
When consumers perceive an advertisement for a certain brand as promoting
another, it is not only ineffective, but even counterproductive (Kamen, 1987;
Poiesz and Verhallen, 1989): it produces an effect that the advertiser specially
wants to avoid.
Therefore, perception, although seldomly studied, is a phenomenon that has an
impact over its consumers, and researchers. unremitting attention, and measures
of consumer behavior and perception should be added to the more conventional
measures to increase the sales of a product(Poiesz and Verhallen, 1989).
Consumer behavior is studied so that we can come to know that how perception
and attitude of a person decides that what should be the buying pattern of the
consumers (Poiesz and Verhallen, 1989).
A. Sengupta and Noopur Agrawal
Not only the consumer behavior but the perception of consumers, may be the
subject of people buying the products of lakme (Poiesz and Verhallen, 1989).
Correct identification and confusion are not perfectly related. It is possible that
the recipient of the message cannot attribute any particular brand to an
advertising message, in which case he/she is not really confused, but simply
does not have any idea.
A consumer confusing brands thinks he/she recognises the brand. Depending
upon what is the perception of the consumers, it can be positive or negative.
(Häcker and Verhallen, 1988; Poiesz and Verhallen, 1989). Negative perception
refers to the extent to which the respondents will not buy the product. Positive
brand perception refers to the degree to which the other respondents are willing
to buy the product. Positive Brand perception is an advantage for a brand.
Negative brand perception may be a threat to a clear positioningof the product
amongst the women.
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.
Products are becoming more and more objectively similar with respect to their
functionality and product presentation (Poiesz and Verhallen, 1989). Ha (1996)
refers to the degree of similarity and proximity of advertisements. (De
Pelsmacker and Geuens, 1997a).the more the proximity the more consumers are
prone to buy the products.
Successful advertising techniques get imitated and waves of similar advertising
arise. It can be expected that a higher DOSS leads to more brand confusion. In
parallel, similarity in visual appearance of products has also been found to be a
major reason for confusion in advertising (Loken and Ross, 1986; Ward and
Loken, 1986).

Furthermore, in a study of brand perception of consumers cited the product or
the packaging. as a primary reason for recognition and buying of the product.

CHAPTER-5
INTRODUCTION TO
COSMETIC INDUSTRY IN
INDIA

INTRODUCTION TO COSMETICS INDUSTRY IN INDIA
India, with a population of nearly a billion people, is a country of contrasts. India's
urban population is the main engine that fuels the demand for various cosmetic
products. The ‘morphing’ of India is subtle and the changes are not visible for the
first time visitor. However, the market liberalization process that began in 1991,
along with the crowning of three Indians as Miss World and Miss Universe during
the preceding four years, have made Indian women conscious of their
appearance. Consequently, the cosmetic consumption patterns of Indian women
have changed, and this trend is fuelling growth in the cosmetic sector. The Indian
cosmetics and toiletries market grew by 8.7% in current value terms in 2001, with
value sales amounting to Rs126 billion.
The market for cosmetics and toiletries in India is characterized by high volume
sales of low-end toiletry products, while at the same time the legendary emerging
middle-class has generally been fuelling demand for cosmetics and upper-mass
toiletries. Products that are too specialized have yet to be successful on the
Indian market. Examples include toners, hand care and other value-added skin
care products, bath & shower products and aftershave balm. Only the richest
consumers can afford these; indeed, the average consumer may be unaware of
their purpose or even existence. This also explains the relatively poor showing of
perfumes, especially the premium variety.
This cosmetics and personal care industry has been growing at an average rate
of 20 per cent for the last few years. The growing Indian cosmetics market offers
promising prospects for international brands. The growth rate in the cosmetics
market reflects an increasing demand for beauty care products in India.
Perfumes and fragrances, skin care, and hair care products are some of the
major segments with promising prospects for U.S. companies. Penetration of
most cosmetic and toiletries is very low in India. Current consumption of many
products is well below that of many countries in Asia. The low market penetration
of many cosmetics and personal care products offers room for growth.
Market Overview :
The current size of the Indian cosmetic market is approximately US$ 600 million.
Of this, the fastest growing segment is color cosmetics, accounting for around
US$ 60 million of the market. Industry sources estimate a rapid growth rate of 20
percent per annum across different segments of the cosmetics industry reflecting
an increasing demand for all kinds of beauty and personal care product. Growth
has come mainly from the low and medium-priced categories that account for 90
percent of the cosmetics market in terms of volume.

Nail enamels and lipsticks account for around 65 percent of total color cosmetic
sales in India. Lakme, a brand originally introduced by the Tata group of India,
now bought over by Hindustan Lever (HLL) of the Unilever group, Tips & Toes,
another domestic player, and Revlon dominate the US$ 60 million color
cosmetics market.
Moisturizing lotions, fairness creams and face cleansers are the popular
categories in the skin-care segment and account for approximately 60 percent of
the skin-care segment. The major players in this segments are Lakme, Ponds,
Fair & Lovely of the HLL group with a 50 percent market share, followed by
players such as J.L. Morison that markets the Nivea range of products in India,
Godrej and Revlon. The size of the hair care market in India is estimated at more
than US$ 200 million, 50 percent of which interestingly comes from sales of
shampoo. International companies like Unilever through its subsidiary, Hindustan
Lever (Sun silk, Organics, Clinic, and Lux); and Procter & Gamble (with brands
such as Pantene, Head & Shoulders) dominate the shampoo market in India with
approximately 58 and 20 percent market share respectively.
The prices of most foreign brands have been fairly high, which has deterred
average Indian consumers. International brands cater to a segment that can
broadly be classified as the urban higher income group. Penetration levels of
international cosmetics brands in India are still low. Foreign brands currently
constitute only 20 percent of the market. A major reason for low penetration of
international brands can be attributed to high pricing.
perfumes and other cosmetics and toiletries. With rising demand from men, the
Indian market is getting enlarged and many players are coming out with cosmetic
products especially skin care products for men. In the last five/six years, there
has been a renewed craze for herbal cosmetic and personal care products,
especially in the skin care segment with the growing belief that chemical-based
cosmetics are harmful. Shehnaz Hussain, Biotique, and Lotus Herbals are the
major players in this segment. Many companies also expanded their range to
include herbal variants. The growing popularity for natural products also attracted
many primarily health-care companies such as Himalaya Drugs (with its
Ayurvedic Concepts range), and Dabur to launch natural-based cosmetic
products.
.
Competition
The Indian cosmetic market, which has been traditionally a stronghold of a few
major Indian players like Lakme, and Ponds has seen a lot of foreign entrants to

the market within the last decade. India is a very price sensitive market and the
cosmetics and personal care product companies, especially the new entrants
have had to work out new innovative strategies to suit Indian preferences and
budgets to establish a hold on the market and establish a niche market for
themselves. HLL and Revlon were the first to introduce small pack sizes. Revlon
introduced its small-range of 8 ml nail polishes and lipsticks, and was soon
followed it its strategy by major Indian companies as well.
Small pack sizes have proved to be very popular in the Indian market as it offers
a consumer lower purchase cost and the opportunity to try new products. . In
the skin-care segment, from just creams and moisturizers, there has been a
upgrade to value-added products such as under-eye wrinkle removing creams,
dark circle removing creams toners, sunscreen lotions, fairness creams, and
many more.
A strong brand promotional campaign, good distribution network, constant
product innovation and quality improvement, and the ability to provide a variety of
quality products are some of the major reasons for the success of most
companies.
HUL, is currently India's largest cosmetics and personal care products producer
and its brands has the dominant share (more than 50 percent) in segments such
as personal wash, skin care, shampoos, lipsticks and nail polish.
.

CHAPTER-6
INTRODUCTION TO
HINDUSTAN
UNILEVER PRIVATE
LIMITED

INTRODUCTION TO HINDUSTAN UNILEVER PRIVATE LIMITED
Hindustan Unilever Limited (HUL) (BSE: HUL) is India's largest fast moving consumer
goods company, touching the lives of two out of three Indians with over 20 distinct
categories in home & personal care products and food & beverages. They endow the
company with a scale of combined volumes of about 4 million tonnes and sales of
over Rs. 13,000 crores. HUL is also one of the country's largest exporters; it has been
recognised as a Golden Super Star Trading House by the Government of India.
HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956
as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati
Mfg. Co. Ltd. and United Traders Ltd.. It is headquartered in Mumbai, India and has an
employee strength of over 15,000 employees and contributes for indirect employment
of over 52,000 people. The company was renamed in June 2007 to “Hindustan
Unilever Limited”.
In 2007, Hindustan Unilever was rated as the most respected company in India for the
past 25 years by Businessworld, one of India’s leading business magazines . The
rating was based on a compilation of the magazine annual survey of India’s Most
Reputed Companies over the past 25 years. HUL is the market leader in Indian
consumer products with presence in over 20 consumer categories such as soaps, tea,
detergents and shampoos amongst others with over 700 million Indian consumers
using its products. It has over 35 brands. Sixteen of HUL’s brands featured in the
ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008).
According to Brand Equity, HUL has the largest number of brands in the Most Trusted
Brands List. It’s a company that has consistently had the largest number of brands in
the Top 50 and in the Top 10 (with 4 brands).
Hindustan Unilever's distribution covers over 1 million retails outlets across India
directly and its products are available in over 6.3 million outlets in India, i.e., nearly
80% of the retail outlets in India. It has 39 factories in the country. Two out of three
Indians use the company’s products and HUL products have the largest consumer
reach being available in over 80 per cent of consumer homes across India.
The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan
Unilever Limited. HUL was one of the eight Indian companies to be featured on the
Forbes list of World’s Most Reputed companies in 2007.
History - Chronology
In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight

soap bars, embossed with the words "Made in England by Lever Brothers". With it,
began an era of marketing branded Fast Moving Consumer Goods (FMCG). Soon
after followed Lifebuoy soap in 1895 and other famous brands like Pears, Lux and
Vim. Vanaspati ghee was launched in 1918 and the famous Dalda brand came to the
market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956; HUL offered
10% of its equity to the Indian public, being the first among the foreign subsidiaries to
do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding
is distributed among about 360,675 individual shareholders and financial institutions.
COMPETITORS
Procter and Gamble (P&G) India : HUL faces a fierce competition from P&G India in
its key segments i.e. Detergents and Personal Care. It operates in India thorugh three
subsidiaries: Procter and Gamble Home Products (100% subsidiary of the company),
Procter and Gamble Hygiene and Health care Ltd. (PGHH) and Gillette India Ltd. It
has in its portfolio some of P&G's Billion dollar brands such as Vicks & Whisper in
health care and Ariel and Tide in detergents segments.
Godrej Consumer Products Ltd. (GCPL): It has two segments: Soap (64% of
revenues) and Personal Care.GCPL is second largest soap player in India after HUL
with a market share of 9.2%. Personal Care includes hair care products, shaving
cream and other toiletries.On December 11, 2008, it acquired 100% stake in SCA
Hygiene Products which owns the Snuggy brand of baby diapers.
Dabur India Limited - Dabur India Limited is an India-based fast moving consumer
goods company which deals in healthcare, personal care and food products.In
November 2008, Dabur India Limited announced the acquisition of 72.15% of Fem
Care Pharma Ltd which is primarily engaged in the business of export of personal care
products.
Colgate-Palmolive (India) Limited : It manufactures a range of products marketed
under the Colgate which includes oral care products and Palmolive (skin care and hair
care products) brand names.
Marico Limited:Marico has a portfolio on high margin "Beauty and Wellness"

CHAPTER-7
INTRODUCTION TO LAKME
UNILEVER PRIVATE LIMITED

“Lakme is INTRODUCTION OF LAKME UNILEVER PRIVATE LTD beauty and
sensuality.Lakme brings expert products and services that are borne out
the Indian woman’s Beauty Sutra” – inspiring expression of her unique of true
understanding of the needs of the Indian woman. They help the Indian woman in
expression of her best self – sensual, original, expressive, alive and intuitive.
Lakme inspires her to unleash the potency of her femininity, beauty and
sensuality
Key facts
Lakme was the first major beauty brand in India and takes pride in being the
expert on Indian Beauty for over 50 years. It is complete beauty brand spanning
colour cosmetics, skin care & hair styling products and extending to beauty
services through the network of Lakme Beauty Salons. Its bond with beauty and
fashion is manifested through the Lakme Fashion Week, which is now the largest
fashion event of its kind in the country. Lakme has a foot print of over 1200
assisted sales outlets, which is the largest span of outlets with “Beauty Advisors”
in the country.
Our vision
Unilever products touch the lives of over 2 billion people every day – whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying
meal or healthy snack.
A clear direction
The four pillars of our vision set out the long term direction for the company –
where we want to go and how we are going to get there:
 We work to create a better future every day

 We help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.
 We will inspire people to take small everyday actions that can add up to a
big difference for the world.
 We will develop new ways of doing business that will allow us to double
the size of our company while reducing our environmental impact.
Purpose & principles
Our corporate purpose states that to succeed requires "the highest standards of
corporate behaviour towards everyone we work with, the communities we touch,
and the environment on which we have an impact."
 Always working with integrity
Conducting our operations with integrity and with respect for the many people,
organisations and environments our business touches has always been at the
heart of our corporate responsibility.
 Positive impact
We aim to make a positive impact in many ways: through our brands, our
commercial operations and relationships, through voluntary contributions, and
through the various other ways in which we engage with society.
 Continuous commitment
We're also committed to continuously improving the way we manage our
environmental impacts and are working towards our longer-term goal of
developing a sustainable business.
 Setting out our aspirations
Our corporate purpose sets out our aspirations in running our business. It's
underpinned by our code of business Principles which describes the operational
standards that everyone at Unilever follows, wherever they are in the world. The
code also supports our approach to governance and corporate responsibility.
 Working with others

We want to work with suppliers who have values similar to our own and work to
the same standards we do. Our Business partner code, aligned to our own Code
of business principles, comprises ten principles covering business integrity and
responsibilities relating to employees, consumers and the environment.
A vitality mentality
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good, look good and
get more out of life. Our deep roots in local cultures and markets around the
world give us our strong relationship with consumers and are the foundation for
our future growth. We will bring our wealth of knowledge and international
expertise to the service of local consumers – a truly multi-local multinational. Our
long-term success requires a total commitment to exceptional standards of
performance and productivity, to working together effectively, and to a willingness
to embrace new ideas and learn continuously.
Code of business principles
 Standard of Conduct We conduct our operations with honesty, integrity
and openness, and with respect for the human rights and interests of our
employees.
 Obeying the Law Unilever companies and our employees are required to
comply with the laws and regulations of the countries in which we operate.
 Employees Unilever is committed to diversity in a working environment
where there is mutual trust and respect and where everyone feels
responsible for the performance and reputation of our company. We will
recruit, employ and promote employees on the sole basis of the
qualifications and abilities needed for the work to be performed.
 Consumers Products and services will be accurately and properly
labelled, advertised and communicated.
 Shareholders Unilever will conduct its operations in accordance with
internationally accepted principles of good corporate governance. We will
provide timely, regular and reliable information on our activities, structure,
financial situation and performance to all shareholders.
 Business Partners Unilever is committed to establishing mutually
beneficial relations with our suppliers, customers and business partners.

 Community Involvement Unilever strives to be a trusted corporate
citizen and, as an integral part of society, to fulfil our responsibilities to the
societies and communities in which we operate.
 Public Activities Unilever companies are encouraged to promote and
defend their legitimate business interests. Unilever will co-operate with
governments and other organisations, both directly and through bodies
such as trade associations, in the development of proposed legislation
and other regulations which may affect legitimate business interests..
 The Environment Unilever is committed to making continuous
improvements in the management of our environmental impact and to the
longer-term goal of developing a sustainable business.
 Innovation In our scientific innovation to meet consumer needs we will
respect the concerns of our consumers and of society.
 Competition Unilever believes in vigorous yet fair competition and
supports the development of appropriate competition laws.
.
 Conflicts of Interests All Unilever employees are expected to avoid
personal activities and financial interests which could conflict with their
responsibilities to the company. Any breaches of the Code must be
reported in accordance with the procedures specified by the Chief Legal
Officer.
 Business Partner Code We are committed to working with our business
partners to achieve high standards and to provide greater transparency on
how we work together.
LAKME’S POSITIONING IN TERMS OF PERSONALITY AND SELF
CONCEPT:
Lakme is a product range that caters to the beautification needs of not only
women in their adult age but in today's context teenagers also. It has a brand
personality of someone who takes care of you and your beauty needs. It tries to
position itself amongst its consumers as a product range that will help them look
beautiful as is evident from its catchphrases:
1. On top of the world!
2. Source of radiant beauty1!

Lakme has a range of beauty products to offer to its consumers. Some of the
ways in which it
tries to position itself:
1. Lakme Hair Color: magic of colors (collage).
2. Lakme (versatile eye shadow collection): rich, long lasting and healthy make
up.
3. Lakme fair perfect: For flawlessly fair skin!
4. Lakme face magic: daily wear soufflé.
5. Lakme (skin vitalizer): radiant skin, now and forever.
6. Lakme (moisturizer): radiant skin, now and forever.
7. Lakme nail polish and lipstick: electric brilliance/sensual brilliance
8. Lakme sun expert (sunscreen): sun safe hamesha! (face the sun with a smile)
9. Lakme pure defense: anti-pollution system.
10. Lakme Tropical Island (cosmetics): defining the future of fashion.
11.Lakme hair care (international): natural hair care
12. Lakme hair next: exclusive range of hairstyle products that give you that
salon look
instantly.
· Someone who tells you right things about looking good.
· It's an Indian cosmetic brand.
· It covers all facets of beauty care for women.
The following factors of Lakme's personality help in differentiation of its products
from the
competition:
· It covers all facets of beauty care.
· It helps arm the consumer with products to pamper her from head to toe i.e. a
complete

HOW LAKME IS INFLUENCING ITS CONSUMERS?
 THE CONCEPT OF EGO: · According to Freudian Psychoanalytic theory
Lakme tries to position itself on the basis of its appeal to the consumers
which have an ego. This means that the consumers of Lakme have an
impulsive drive for which they seek immediate satisfaction without concern
for means of satisfaction. · Women all over the world are always expected
to look good and Indian women are no exception; More so because of the
fact that Indian women in general do not have a fair skin like that of their
western counterparts. Thus it becomes but natural for Indian women to try
and look good and use beauty products that help enhance their looks and
style. With globalization and liberalization of Indian economy and the
changing demographics and income levels there is more and more
concern to look good as today's Indian woman is no longer confined to her
home but is a big contributor to the growth of Indian economy.
 THE CONCEPT OF PERSONALITY GROUPS: · Lakme tries to woo the
compliant consumers according to Karen Horney's classification4 of
personality groups i.e. people who move towards others. Those who have
desire to be loved, wanted and appreciated. As is earlier stated women
are supposed to look good not only in western countries but also in India.
Women always appreciate if someone calls them beautiful and it has
become the custom of the society to see women in such a context. So it
would be prudent to say that according to the societal norms a women has
to look good at all times and which has a bearing on the psychology of
female consumers towards cosmetic products which help them achieve
that desired look. Needless to say that Lakme plays on the concept of
women wanting themselves to be appreciated for their beauty and being
loved for that.
 CONCEPT OF PERCEPTUAL SELECTION: On the basis of perceptual
selection Lakme has tried to position itself among its consumers in the
following ways: Lakme has tried to gain the attention of its consumers by
line extension and having more and more product depth, packaging and
attractive print advertisements. If we look at the line extensions of
Lakme than we would observe that it is in almost all the SEGMENTS

CHAPTER- 8
PROFILE OF THE
ORGANISATION

PROFILE OF THE ORGANIZATION
Name of the company : LAKME UNILEVER PRIVTAE LTD
Address of Head office : 165166 hindustan lever house
Backbay reclamation, church gate,
Mumbai, Maharashtra.india 400020
City : baddi
State :HIMACHAL PRADESH
Status : Private
Telephone number : -+91 2222870622
Email : info@lakmelever.com
Website : http://lakmeindia.com
Chief executive officer : Mr.Anil chopra
Contact person : Richa puranesh- marketing manager
Mobile no : 912222850552
Company’s product range:
Lakme Lipstick.
Lakme Nail Polish.
Lakme Eyeliner.
Lakme Kajal.
Lakme Strawberry Face Wash.
Lakme Radient Rose Powder.
Lakme Nail Enamel Remover.
Lakme Strawberry Silk Cream
Lakme Deep Pore Cleansing Milk

CHAPTER-9
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is a careful investigation for inquiring in a systematic
method and finding solution of a problem. It comprises the defining and
redefining of problem formulating hypothesis, collection and evaluating data,
making detection and reaching conclusion. This research consists of following
element.
OBJECTIVE OF STUDY
SOURCES OF DATA
RESEARCH DESIGN
SAMPLING DESIGN
OBJECTIVES OF THE STUDY
1. To understand the attitudes and perception of respondents towards cosmetics
products.
2. To understand the growth of cosmetics sector in today’s scenario.
3. To study the respondents awareness towards lakme.
4. To know people perception towards lakme products available in the market.
5. To understand people’s consumer behavior with reference to cosmetics.

CHAPTER-10
DATA ANALYSIS

PRIMARY SOURCE OF DATA
Primary data are those collected by the investigator himself for the first time and thus they are
original in character, they are collected for a particular purpose. A wellstructured questionnaire was
personally administrated to the selected sample to collect the primary data.
Secondary Source of Data
Secondary data are those, which have already been collected by some other persons for their
purpose and published. Secondary data are usually in the shape of finished products. External
Data, was generated from magazines, research books and internet (websites).
RESEARCH DESIGN
The study was conducted as an exploratory sampling survey method to collect primary and
secondary data.
SAMPLING DESIGN A sample is a representative part of the population. In sampling technique,
information is collected only from a representative part of the universe and the conclusions are
drawn on that basis for the entire universe. A random sampling technique was used to collect data
from the respondents. A random sample is a sample selected from a population in such a way that
every member of the population has a equal chance of being selected and the selection of any
individual does not influence the selection of any other. The selection is purely depends on chance.
So while conducting the survey, 100 respondents were selected at random.
SAMPLE SIZE Sample size denotes the number of elements selected for the study. For the present
study, 100 respondents were selected at random. All the 100 respondents were the customers of
one or another cosmetic industry. Out of these 100 respondents 60 were specifically Lakme
customers.
SAMPLE DESCRIPTION The respondents of this dissertation was 100 cosmetics users of different
cosmetics companies in general, out of which 60 respondents were the users of Lakme in particular;
as the dissertation was focused on the consumer behavior and perception of users towards the
cosmetic products with special reference to Lakme. The respondents were personally contacted for
the purpose of the study. A questionnaire was used for survey and was answered by the customers
of different life insurance companies. Most of the respondents were in age group of 18-20; which
was having a frequency of 68, 14 respondents were in the age group of 21-24, 10 respondents were
in the age group of 24-29 and 8 respondents were more than 30 years. According to gender wise,
all were female respondents. Nearly half of the respondents were students and a big chunk of the
rest was employed women.

LIMITATION OF STUDY
1. An underlying assumption for the entire project is that the details and the feedback received from
the population is true.
2. It was difficult to find respondents as they were busy in their schedule, and collection of data was
very difficult. Therefore, the study had to be carried out based on the availability of respondents.
3. Some of the respondents were not ready to fill the questionnaires and some of them were not
ready to come out openly.
TESTING OF HYPOTHESIS
The test of hypothesis begins with an assumption about the population from which the sample is
drawn. According to Prof.Morris Ham bury, “A hypothesis is simply a quantitative statement about a
population”. Hypothesis testing deals with a procedure, which accepts or rejects the hypothesis.
Hypotheses are of two types:
1. Null Hypothesis
2. Alternate Hypothesis
Null Hypothesis
The null hypothesis is a very useful tool in testing the significance of difference. It states that there is
no real difference in the sample value and population value in the particular value under
consideration. This means that the observed difference is due to the random fluctuations. The null
hypothesis is denoted by Ho.
Alternate Hypothesis As against the null hypothesis the alternative hypothesis specify those
values that the researcher believes to hold true, and he hopes that the sample data lead to
acceptance of this hypothesis as true.
Types of Errors When a statistical hypothesis is tested there are four possibilities:
1. The hypothesis is true but the test reject it (Type 1 error)
2. The hypothesis is false but the test accepts it (Type 11 error).
Level of Significance Confidence with which the null hypothesis is accepted or rejected depends
on what is called significant level. The probability, with which we may reject a null hypothesis, when
it is true, is called the level of significance. Therefore the level of significance is the risk, statisticians

running in his decision. The level of significance is denoted by ‘a’. It is better to keep level of
significance at a low percentage. It means that we should not reject a true hypothesis.
Acceptance Region This represents the region with which the calculated value of the statistics
must lie to accept the null hypothesis. If calculated value lies in this region then the null hypothesis
will be rejected.
Procedure for Testing Hypothesis
1. Set up a null hypothesis (Ho) and alternative hypothesis (H1) appropriate to the test to be
conducted.
2. Specify the suitable level of significance.
3. Decide the test criterion suitable to the test statistics
4. Calculate the value of the test statistics using the appropriate formula
5. Make decisions about accepting or rejecting the null hypothesis. If calculated value is less than
tabulated value, Ho is accepted, else, HA is accepted by rejecting Ho.
Tools used for testing of hypothesis
Chi- square Test: It is a non- parametric test. It describes the magnitude of discrepancy between
observed value and expected value. Higher the value of Chi-square y 2, greater the discrepancy
between the observed values from sample to sample. It is a statistic whose value is always positive
and varies from zero to infinity. It is the sum of difference between the expected value and observed
value. This distribution is a limiting approximation of multinomial distribution with g as the mean and
2g (nu) as the variance of the distribution. The test depends on the set of observed and expected
values and the degree of freedom g (nu). It is a continuous distribution, which can be applied to
discrete random variables.
Degree of Freedom (DOF)
It is the number of classes to which the values can assigned arbitrarily with out violating the
restrictions or limitations placed. It is calculated using the following formulae.
DOF = (r- 1)* (c – 1) where r is the no: of rows
C is the no: of columns DOF = (n-1), where n is the no: pairs of observed and expected values.

Condition for Applying Chi-square Test:
The total sample size must be reasonably large.
No theoretical cell frequency should be less than 5. In case, the cell frequency is less
than 5, then ‘ Yates’ correction factor will be applied.
The constraints on the cell frequency, if varies, should be linear.
Uses of Chi-square Test:
 It is used as a test of independence of attributes. This test brings association, if any, between
the attributes.
 It is used as a test of goodness of fit. In other words, it tests whether the given set of
observation will fit in to the distribution (normal, binomial etc…)
 It is used as a test of homogeneity. In other words, it tests whether a set of readings are
more uniform or non-uniform. So with this test we can determine whether two or mor
independent random samples are drawn from the same population or not.
Limitations of the study
1. An underlying assumption for the entire project is that the details and the feedback received from
the population is true.
2. It was difficult to find respondents as they were busy in their schedule, and collection of data was
very difficult. Therefore, the study had to be carried out based on the availability of respondents.
3. Some of the respondents were not ready to fill the questionnaires and some of them were not
ready to come out openly.
TEST OF HYPOTHESIS
Whether the consumers are satisfied with cosmetic products and services of Lakme company.
CUSTOMER
SATISFACTION
COSMETIC
PRODUCTS
SERVICES TOTAL
SATISFIED 53 48 101
DISSATISFIED 7 12 19
TOTAL 60 60 120
HYPOTHESIS:

Ho : consumers are satisfied.
Ha: consumers are not satisfied.
Level of significance: 5%
Degree of freedom ( DOF): (R-1) (C-1) = (2-1) (2-1) = 1
Tab=7.88
Test of statistics- (O-E)*2/E
OBSERVED VALUE
(O)
EXPECTED VALUE
(E)
(O-E)*2 (O-E)*2/E
53 50.5 5 0.099
7 9.5 -5 0.526
48 50.5 -5 0.099
12 9.5 5 0.526
TOTAL 1.25
Cal = 1.25
Tab = 7.88
Conclusion and Interpretation:
is accepted, i.e. alternate hypothesis (Ha) is rejected. It means consumers are satisfied products
and services of LAKME.

1. Which company’s cosmetics are you using?
Table showing that cosmetics of which company are most used.
PARTICULARS FREQUENCY PERCENTAGE
LOREAL 20 20%
LAKME 60 60%
GARNIER 15 15%
LOTUS 05 5%
From the above table it can be inferred that:
 Out of the 100% population only 20% ladies are using loreal.
proportion of women using which cosmetic brand
lakme
loreal
garnier
lotus

 Out of 100%of population only 60% of ladies are using Lakme.
 Out of 100% of population only 15% of the ladies are using garnier.
 Out of 100% of population only 5% of the ladies are using lotus.
2. Which product are you using most often in a month?
Table showing that which product is being used most often in a month.
HAIR CARE PRODUCTS 12 12%
SKIN CARE PRODUCTS 20 20%
BODY CARE PRODUCTS 10 10%
MAKE UP 58 58%
From the following table these points can be inferred:
 12% of the women use hair products on monthly basis.
 20% of the women use skin care products on the monthly basis.
 10 % of the women use body care products.
chart showing that which products are used most.
makeup
skin care
hair care product
body care product

 58% of the women of the women use make up products.
3. Do you think that your product provides you with an option of healthy and long lasting harmless?
Table showing the number of people who think that think that their product provides them with an
option of healthy and long lasting harmless Makeup
particulars Frequency PERCENTAGE
Yes 58 58%
No 20 20%
May be 17 17%
Not sure 5 5%
From the following table we can infer:
 58% of the people trust their brand when it comes to healthy makeup.
 20% of the people do not trust their brand when it comes to healthy makeup, but because
results use it.
 17% of the people think that not all of the products of their brand is healthy.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
no not sure may be yes
graph showing the number of respondents who
think that their cosmetics are healthy
Series 1

 5% of the people are not at all sure of the healthiness of their products.
4. What is the reason that motivates you to use the products of a particular company?
Table showing the reasons that motivates the respondents to buy particular product.
ECONOMICAL 35 35%
TRENDSETTER 20 20%
MEASURABLE RESULTS 28 28%
EASILY AVAILABLE 17 17%
From the following table we can infer that:
 35 respondents out of 100 respondents find their cosmetics to be economical.
 20 respondents out of 100 respondents find their cosmetics to be trend setter.
 28 respondents out of 100 respondents find their cosmetics to show measurable results.
 17 respondents out of 100 respondents find their cosmetics to be easily available.
REASONS THAT MOTIVATES RESPONDENTS TO BUY A
COSMETIC
ECONOMICAL
TRENDSETTER
MEASURABLE
EASILY AVAILABLE

5. Approximately how much do you spend in the buying of cosmetics?
Table showing that how much the respondents invest in the buying of cosmetics.
Below Rs. 500 68 68%
Rs. 500 – Rs. 1000 12 12%
Rs. 1000- Rs. 2000 14 14%
Rs. 2000 and above 6 6%
From the following table we can infer the following points:
 68 respondents out of 100 respondents spend below Rs . 500 in cosmetics.
 12 respondents out of 100 respondents spend Rs. 500- Rs. 1000 in cosmetics.
 14 respondents out of 100 respondents spend Rs. 1000 – Rs. 2000 in cosmetics.
 6 respondents out of 100 respondents spend more than Rs. 2000 in cosmetics.
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Rs. 500
more than Rs. 2000
Rs. 500- Rs. 1000
Rs 1000- Rs. 2000
chart showing that how much the respondents
spend in cosmetics.
Series 1

6. Do you find your cosmetic products economical?
Table showing that how many respondents find their cosmetics to be economical.
YES 49
NO 30 30%
MAY BE 11 11%
NOT SURE 10 10%
 49 respondents out of 100 respondents believe that their cosmetics are economical.
 30 resondents out of 100 respondents believe that their cosmetics are not economical.
 11 respondents out of 100 respondents say that not all the products are economical.
 10 respondents out of 100 respondents are not at all sure of economic reliability of their
cosmetics.
7. If you are being asked to choose amongst one of the best product that you use, what would that
chart showing the respondentswho find their
cosmetics economic or less economic
yes
no
may be
not sure

be?
Table showing the best cosmetic product of the respondents of their brand .
SUNSCREEN LOTION 59 59%
HAIR BOUNCERS CREME 15 15%
MOISTURIZERS 9 9%
LIP GLOSS 17 17%
 59 respondents out of 100 respondents found sunscreen lotion to be the best product.
 15 respondents out of 100 respondents found hair bouncers crème to be the best product.
 9 respondents out of 100 respondents found moisturizers to be the best product.
 17 respondents out of 100 respondents found lip gloss to be the best product.
8. What services of your favourite company you appreciate the most?
Table showing the most appreciated service provided by their favourite company.
chart showing the best cosmetic product of the
respondents
sunscreen lotion
hair bouncers crème
lip gloss
moisturizers

STEAM BATH 32 32%
MANICURE / PEDICURE 14 14%
FACIAL/ MASSAGE 44 44%
HAIR SERVICES(
rebounding etc)
20 20%
From the table you infer the following points:
 32 respondents out of 100 respondents like steam bath service.
 14 respondents out of 100 respondents like manicure/pedicure.
 44 respondents out of 100 respondents like facial/ massage.
 20 respondents out of 100 respondents like hair services.
1. What motivates you to buy lakme products?
Table showing the reasons which motivates the respondents to buy lakme products
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
steam bath
Category 2
hair sevicing
facial/ massgae
graph showing the most appreciated services
provided by the cosmetic company
Series 1

MEASURABLE RESULTS 2O 33.33%
ECONOMICAL 18 30%
EASILY AVAILABLE 12 20%
TREND SETTER 1O 16.66%
From the following table it can be inferred that:
 20 respondents out of total 60 lakme respondents use lakme products for the measurable
results.
 18 respondents out of 60 lakme respondents use its products as they are economical.
 12 respondents out of 60 lakme respondents use its products as they are easily available.
 10 respondents out of 60 lakme respondents use its products as they are trend setters.
10 . In which cosmetics of lakme do you invest your money more?
Table showing the lakme cosmetic in which the maximum investment is done by respondents.
SUNSCREEN LOTION 34 56.66%
HAIR BOUNCERS CREME 9 15%
CHART SHOWING THE REASON WHICH MOTIVATES
RESPONDENTS TO BUY LAKME PRODUCTS
measurable results
economical
easily available
trend setter

MOISTURIZERS 5 8.33%
LIP GLOSS 12 20%
 34 respondents out of the total 60 lakme respondents spend maximum money in sunscreen
lotion.
 9 respondents out of the total 60 respondents spend maximum money in hair bouncers
crème.
 5 respondents out of the total 60 lakme respondents spend maximum money in moisturizers.
 12 respondents out of the total 60 respondents spend their maximum money in lip gloss.
11.what is your level of information on Lakme as a brand?
Table showing the level of information of respondents on Lakme as a brand.
PARTICULARS FREQUENCY PARTICULARS
EXCELLENT 14 23.33%
GOOD 28 46.66%
MODERATE 10 16.66%
Series 2
0
1
2
3
4
5
hair bouncer
and shiner
crème
sunscreen
lotion moisturizers
lip gloss
graph showing that respondentsspends
maximumin which product
Series 2

BAD 8 13.33%
 14 respondents out of 60 lakme respondents had excellent knowledge about lakme as a
brand.
 28 respondents out of 60 lakme respondents had good knowledge about lakme as a brand.
 10 respondents out of 60 lakme respondents had moderate knowledge about lakme as a
brand.
 8 respondents out of total 60 respondents had bad knowledge about lakme as a brand.
12. what is the purpose for which you buy lakme products?
Table showing the purpose for which the respondents buy the lakme products
SKIN PROTECTION 17 28.33%
LONG AND STRONG
HAIR
13 21.66%
graph showing the level of informationof
resppondentson lakme as a brand
good
excellent
moderate
bad

GLOW AND ACNE FREE
SKIN
10 16.66%
MAKE UP 20 33.33%
 17 respondents out of total 60 lakme respondents buy lakme skin protection products.
 13 respondents out of total 60 respondents buy lakme products for long and strong hair.
 10 respondents out of total 60 respondents buy lakme products for glow.
 20 respondents out of total 60 respondents buy lakme products for make up.

13.Rating the products offered by lakme as:
Table showing the rating of the lakme products by its users.
EXCELLENT 18 30%
GOOD 28 46.66%
MODERATE 14 23.33%
POOR 0 0%
chart showing the purpose for which the lakme
products are being used
make up
skin products
long and strong hair
glow and acne free

1: excellent
2: good
3: moderate
From the following table we can infer that;
 18 respondents out of total 60 lakme respondents rate lakme products as excellent.
 28 respondents out of total 60 respondents rate lakme products as good.
 14 respondents out of total 60 lkame respondents rate lakme as moderate.
 None of the respondents rate lakme products as poor.
14.Are you satisfied with the beauty services offered by lakme saloons?
Table showing the satisfaction level of the lakme respondents with respect to the saloons services
provided by it.
YES 48 80%
NO 12 20%
1
2
3

1 depicts yes. 2 depicts no.
 48 respondents out of 60 respondents are satisfied with the services provided by the
saloons of lakme.
 12 respondents out of 60 respondents are not satisfied with the services provided by the
saloons of lakme
15. Are you satisfied with the products offered by the company?
Table showing the whether the respondents are satisfied with the products of lakme.
YES 53 88.33%
NO 7 11.66%
1
2

 53 respondents out of 60 respondents are satisfied with the products of lakme.
 7 respondents out of 60 respondents are not satisfied with the products of lakme.
16. Is the site www.lakmeindia.com site useful to you?
Table showing if site www.lakmeindia.com site useful.
YES 42 70%
NO 18 30%
1
2

1 depicts yes 2 depicts no.
 42 respondents out of 60 respondents found site useful.
 18 respondents out 0f 60 respondents did not found site useful.
17.Approximately how much do you invest on lakme products monthly?
Table showing that how much the respondents spend in lakme products.
Below Rs. 500 40 66.66%
Rs. 500-Rs. 1000 8 13.33%
Rs. 100-Rs. 2000 8 13.33%
Above Rs. 2000 4 6.66%
1
2

1. depicts money below Rs. 500. ;2. depicts money between Rs. 500-Rs. 1000.;3. depicts
money between Rs. 1000- Rs. 2000.;4. depicts money between Rs 2000 and above.
 40 respondents out of 60 lakme respondents spend below Rs 500.
 8 respondents out of 60 lakme respondents spend between Rs 500-Rs. 1000.
 8 respondents out of 60 respondents spend between Rs. 1000- Rs. 2000.
 4 respondents out of 60 respondents spend between Rs. 2000 and above.
18.Do you think that lakme is a leader in a cosmetic industry?
Table showing the number of respondents who think that lakme is a leader in cosmetic industry.
YES 68 68%
NO 12 12%
CANT SAY 10 10%
MODERATELY 10 10%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
1
2
3
4
Series1

1 depicts yes.;2 depicts no.;3 depicts moderately.;4 depicts cant say.
 68 respondents out of 100 respondents find lakme to be the leader.
 12 respondents out of 100 respondents do not find lakme to be a leader.
 10 respondents out of 100 respondents are not sure.
 10 respondents moderately think that lakme is a market leader.
19.Would you continue to buy Lakme products even if its price rises by say upto 15%?
Table showing if the respondents will use the lakme product even if the price rises by 15%
YES 39 65%
NO 21 35%
 39 respondents out of 60 respondents will continue using lakme.
 21 respondents out of 60 respondents will stop using lakme if price will rise.
1
2
3
4

 39 respondents out of 60 respondents will continue using lakme.
 21 respondents out of 60 respondents will stop using lakme if price will rise.
1
2

CONCULSION
FINDINGS
&
SUGGESTIONS
Chapter -11

FINDINGS
FINDINGS
1. Lakme is the clear market leader across all age groups and income levels.
2. Majority of the respondents ie. 60 respondents out of total 100 respondents are using lakme

products. With Loreal in the second number having 20 regular customers of it. 15
respondents rae using Garnier and only 5 are using Lotus cosmetics. This shows that lakme
has more number of women using it.
3. The dissertation shows that maximum number of the respondents are using make up
products of their brand like mascara, eyeliner, foundation, facepowder, blushers etc. next the
eopleare investing maximum in skin care products.
4. 58 respondents trust their brand of cosmetics when it comes to healthy make up. 20
respondents do not find their cosmetics to be healthy in the sence that the brand uses more
of chemicals in its compositions.
5. 35 respondents use their cosmetic products because they are economical in nature, while a
major portion of the bulk buys the products of a brand because they show measurable
results.
6. 68 respondents spend below Rs. 500 on their cosmetics. However there are many people ie
14 who spend Rs. 1000- Rs. 2000 in cosmetics.
7. 49 respondents out of 100 respondents find their cosmetic brand to be economical in nature.
8. 59 respondents out of total of 100 respondents find sunscreen lotion to be the best product of
their cosmetic brand. While 17 out of them find lip gloss to be the best part of its brand.
9. 44 people appreciate the facial and massage services provided by their favourite cosmetic
company. 32 out of 100 users find steam bath to be very appreciative.
10.20 respondents out of 60 users who use only lakme products, use lakme products because
they show measurable results. While 18 out of 60 uses it because lakme is very economical
in nature.
11.34 respondents out of 60 users of lakme products use the sunscreen lotion the maximum
times, the next product being lip gloss.
12.28 respondents have a very good knowledge about lakme as a brand.
13.20 respondents out of 60 respondents use lakme’s makeup products, while 17 respondents
use lakme products of skin protection.
14.28 respondents found lakme to be good, 18 found it to be an excellent product, 14
respondents , moderately like the products of lakme.
15.48 respondents are satisfied with the services provided by LAKME.
16.53 respondents are satisfied with the products of lakme.

CHAPTER- 12
SUGGESTIONS
SUGGESTIONS
1. Affordable cosmetic products must be launched, drawing less than 1000 rupees per month.
This will attract mores of youg women towards it and will further increase the market share of
the company.
2. Lakme should also concenterate on the cosmetic products for the mails. As today even boys
are becoming more concerned of the way they are looking. More and more boys are turning

out to be metro sexual. This category will rise in the future and lakme must concentrate on
catching them so that the company can generate more sales from them.
3. Lakme must not limit itself to serve only the women, as it will be ignoring a large chunk of
looks conscious and metro sexual boys.
4. It would be wise for the company to target young people in the above category and grow
along with them as they and the nation prospers.
5. Many respondents in their answer as to why they did not take lakme product said that lakme
does not provide a makeup or sunscreen lotion which is to be put only once as it is not
moisture resistant. So lakme should work more in creating a water resistant sunscreen lotion
which could stay all through the hard sweaty days.
6. More of the saloons should be created in order to provide easy accessibility to the
consumers of the services and products provided by lakme.
7. Lakme can start contests for free makeover of women , as it was being started by dove,
sunsilk and ponds in collaboration- be beautiful.
8. Website Changes:
a. Lakme must advertise more about its website in the mass media so people can gain
firsthand knowledge about its products at their convenience in a more detailed
manner.
b. The website is good but instead of having a glossary as a separate entity, link words
which are difficult to understand for a first timer (even if it is as simple as ‘spf’) must be
marked up (underlined) in the text, which upon clicking must open out to a window
giving details.
c. A page must be devoted on why cosmetic products of lakme must be taken plus real
life stories of how people with use of lakme cosmetics improved their looks.
d. Links to other sites extolling the virtues of cosmetics must be given.
e. A page devoted to Lakme’s beginning as a cosmetic industry must be included in the
website to assure potential customers that this is one company that will stick around
for a long time to come. Exciting contests can be launched for those who visit the
website.
9. lakme has tied up with HUL – hence it must advertise in these websites also. It can also
advertise in other beauty related sections of websites like vogue.com and feminaindia.com.
Youth sites like mtstylecheckvindia.com, facebook.com, orkut.com, twitter.com etc can also
be targeted.
10.According to Abraham Maslow’s hierarchy of needs the 2nd step to self actualization is the
fulfillment of the safety needs. Though people feel the need for being presentable and have
good looks, a large number live in an ivory tower and they procrastinate to take decisions
regarding this aspect. It is this dormant aspect that Lakme should awaken in people and
bring about restlessness and unfulfilled feeling regarding their and their family’s overall
physical grooming. The next choice then would be cosmetics. This could be brought about by

an innovative campaign slogan saying, “The decision is now”.
11.Lakme must not target people only when they start earning but much before that. To gain the
‘early bird ‘ advantage they must organize sessions in schools and colleges giving
explanations on how the medicure, pedicure, facials, massage etc can in general help in
their overall development. . It can also bring about a stronger brand commitment in this
manner.
12.Leverage information technology to service large numbers of customers efficiently and bring
down overheads. Technology can complement or supplement distribution channels cost-
effectively. It can also help improve customer service levels considerably.
13.Use data warehousing, management and mining to gauge the profitability and potential of
various customer and product segments and ensure effective cross selling.
14.Understanding the customer better will allow cosmetic companies to design appropriate
products, determine pricing correctly and increase profitability.
15.Ensure high levels of training and development not just for staff but for distribution
organizations. Existing organizations will have to train staff for better service and flexibility,
while all companies will have to train employees to cope with new products and an intensive
use of information technology. The importance of alliances and tie-ups means that
companies will have to integrate related but separate providers into their systems to ensure
seamless delivery.
16.Build strong relationships with intermediaries such as agents. The agency force is an
important customer interface and companies must partner with this group to reach customers
and serve them effectively.
CHAPTER-13

CONCULSION
CONCLUSION:
The different information or benefits derived from the in-depth study of the above mentioned
information sources are as follows:
1. consumer behavior and perception study; it helped to know that what actually is consumer
beahviour and what are the factors that affect the buying behavior of consumers. It also

CHAPTER-14
helped us to know that how can perception have a positive and a negative impact on the
consumer beahviour.
2. cosmetic industry in india- this section helped in knowing tat cosmetic is not a new concept
in india. People have been grooming themselves physically. The only difference is the
addition of chemicals and technology to our personal grooming.
3. Competition existing in the present insurance market; there are many other companies
posing tough competition to lakme ie Revlon , garnier, loreal, lotus etc.
4. All the marketing information sources has given a significant contribution to the detailed
theoretical perspective for the research i.e. about consumer behavior an perception.
5. World Wide Web also worked as a highly important information source as it provides
updated information for the research relating to various areas.

ANNEXURE
ANNEXURE
LISTOF TABLES
TABLE
NO
TITLE PAGE NO

1. Table showing the company’s cosmetic that the respondents
are using.
44
2. Table showing that which project is being used the most by
the respondents.
45
3. Table showing that if their products provide them with an
option of long lasting and healthy makeup.
46
4. Table showing the reasons which motivates the respondents
to buy the product of that company.
47
5. Table showing that approximately how much do the
respondents spend in cosmetics.
48
6. Table showing the number ofrespondents who find their
cosmetics economic.
49
7. Table showing that which product was chosen as the best
product by them.
50
8. Table showing that which services provided by their company
is most appreciated.
51
9. Table showing that which is most motivating factor for the
buying of products of lakme.
52
10. Table showing that in which cosmetic of lakme do they spend
most.
53
11. Table showing that what is the level of information of
respondents on lakme as a product.
54
12. Table showing that what is the most common purpose for
which the respondents buy the lakme products.
55
13 Table showing the ratings given by the respondents to the
lakme products.
56
14. Table showing that if the respondents are satisfied with the
beauty services provided by the lakme.
57
15. Table showing that if the respondents are satisfied with the
beauty products provided by the lakme.
58
16 Table showing the level of usefulness of the site of lakme 59
17. Table showing that how much would the respondents would
invest on lakme
60
18. Table showing if lakme is the leader in cosmetic industry 61
19. Table showing that how many respondents will buy the
products of lakme even if the price of it will rise.
62
LIST OF GRAPHS
TABLE
NO
TITLE PAGE NO
1. Graph showing the company’s cosmetic that the respondents
are using.
44
2. Graph showing that which project is being used the most by 45

the respondents.
3. Graph showing that if their products provide them with an
option of long lasting and healthy makeup.
46
4. Graph showing the reasons which motivates the respondents
to buy the product of that company.
47
5. Graph showing that approximately how much do the
respondents spend in cosmetics.
48
6. Graph showing the number ofrespondents who find their
cosmetics economic.
49
7. Graph showing that which product was chosen as the best
product by them.
50
8. Graph showing that which services provided by their company
is most appreciated.
51
9. Graph showing that which is most motivating factor for the
buying of products of lakme.
52
10. Graph showing that in which cosmetic of lakme do they spend
most.
53
11. Graph showing that what is the level of information of
respondents on lakme as a product.
54
12. Graph showing that what is the most common purpose for
which the respondents buy the lakme products.
55
13 Graph showing the ratings given by the respondents to the
lakme products.
56
14. Graph showing that if the respondents are satisfied with the
beauty services provided by the lakme.
57
15. Graph showing that if the respondents are satisfied with the
beauty products provided by the lakme.
58
16 Graph showing the level of usefulness of the site of lakme 59
17. Graph showing that how much would the respondents would
invest on lakme
60
18. Graph showing if lakme is the leader in cosmetic industry 61
19. Graph showing that how many respondents will buy the
products of lakme even if the price of it will rise
62
BIBLIOGRAPHY: LIST OF JOURANALS AND MAGZINES
 Ackerman, D. and Gerard J. Tellis, (2001) “Can culture affect price? A cross-
cultural study of shopping and retail prices,” Journal of Retailing, 77, 57-82.
 Hofstede, G. (1980) Culture’s Consequences. CA: Sage Publications.
 Hofstede, Geert, (1984) “Cultural dimensions in management and planning,” Asia
Pacific Journal of Management, 1 (2), 81-99.
 Kale, Sudhir and Jawn Barnes, (1992) “Understanding the domain of cross-

national buyer-seller interactions,” Journal of International Business Studies, 23,
101-132.
 Kotler, P. (1997) Marketing management: analysis, planning, implementation,
and control, London: Prentice Hall.
 Laura, Milner, Fodness Dale and Speece, Mark W. (1993) “Hofstede’s research
on cross-cultural work-related values: Implications for consumer behaviour,”
European Advances in Consumer Research, 1, 70-76.
 Mooij, D. (2004) Consumer Behaviour and Culture: Consequences for Global
Marketing and Advertising, Thousand Oaks, CA: Sage Publications.
 Palmer, A. (2000) Principle of Marketing, Oxford: Oxford University press.
 Rolando, Diaz-Loving, (1998) “Contribution of Mexican ethno psychology to the
resolution of the etic-emic dilemma in personality,” Journal of Cross-Cultural
Psychology, l (29), 104-118.
 Schiffman, L. G and Kanuk, L. Leslie. (1994) Consumer behaviour, NJ: Prentice
Hall.
 Schutte, H. and Ciarlante, D. (1998) Consumer Behaviour in Asia, Macmillan
Press Limited.
Websites used
1. www.invogue.com
2. www.lakmeindia.com
3. www.google.com
4. www.hindustanunilever.com
5. www.feminaindia.com

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