The document presents a study on consumer perception and buying behavior towards personal care products, emphasizing trends and influences affecting purchase decisions. Key findings indicate that quality, price, brand awareness, and discounts significantly impact consumer choices, with a notable brand consciousness among buyers. The research also highlights the increasing importance of online information sources and personal perceptions, particularly for brands like L'Oreal, which emerged as the most popular in the market.

2. SUBMITTED BY
RUTUJA WANKAR
MBA Marketing
(BATCH 2018-20)
UNDER THE GUIDANCE OF
DR. LALIT PRASAD
PERCEPTION AND BUYING BEHAVIOR OF
MODERN CONSUMERS TOWARDS PERSONAL
CARE PRODUCTS

3. INTRODUCTION
 The personal care market is actually one of the biggest and most
relevant markets.
 Personal care products are part of the FMCG sector. Any person needs
these products every day.
 The study of consumer buying behavior is the most significant
consideration for the selling of all goods and services.
 The first and primary objective of my study is changing trend in buying
behavior of consumer towards personal care products.
 It also offers advice on developing or launching goods or services, setting
costs, building platforms, etc.

4. OBJECTIVES
 To study about consumer’s perception.
 To study buying behavior of consumer about cosmetic goods when they
purchased it.
 To find the popularity of brands of different companies in market.

5. SCOPE OF THE STUDY
 This study helps the organization evaluate and examine the growing
pattern in customer purchasing behavior towards personal care
products
 And also allows the company to recognize the needs, wants and
purchasing behavior of its consumers.

6. THEORETICAL BACKGROUND
 CONSUMER BUYING BEHAVIOUR
Consumer buying behavior is a decision process as well as an attitude of the
people involved in purchasing and using products. After identifying a need or a
want, customers begin to look for products or services that fulfil their
requirements. Consumers make purchase decisions on both small and large
products.
 CONSUMER PERCEPTION
Customer perception is an individual’s appreciation of a product or service
provided to him. This term can be seen as a process that starts when the
consumer receives information about a product and ends when he builds an
opinion or judgment of it.

7. LITERATURE REVIEW
1. “Buying Behavior of Rural Consumers towards Personal Care Products”
(International Journal of 360 Management Review, Vol. 07, Issue 01, April 2019, ISSN: 2320-7132)
The conclusion of this study is that the company have to concentrate on
each segment and the multiple marketing strategies need to be formulated to
attract rural consumers.
2. “Consumer Attitudes and Perception on Personal care Products and
Cosmetics at Visakhapatnam, India”
(The International Journal Research Publication’s Research Journal of Social Science and Management, December
2015, ISSN: 2251-1571)
The conclusion of this study is that the companies need to focus on the
advertisements and the Indian Customer is brand conscious when it comes to
buying cosmetics as well as personal care products.

8. …LITERATURE REVIEW
3. “Perception of Consumer Buying Behavior towards Personal Care Products,
Tiruchirappalli”
(Our Heritage Journal, archives.ourheritagejournal.com, ISSN: 0474-9030 Vol-68-Issue-30-February-2020)
Since the customer buying behavior is the most important factors for
forecasting the sales of any goods in a given region so the company should
keep close eye on the market situation and Consumers also want product
quality , good prices, quick availability of products and better product results.

9. RESEARCH METHODOLOGY
Research Design Descriptive Type Research
Population Wide range of population
(it was not possible to cover the whole population.)
Sample Unit Individual respondent (150 respondents)
Sample size 97% of sample size
(Required samples are 155 and questionnaire sent
to 155 customers and received 150 responses)
Sampling
method
Non-probability
(Convenience Sampling Method)
Method of survey Observation and Questionnaire.
Statistical tools Bar charts, Pie charts.

10. DATA ANALYSIS AND
INTERPRETATION
Objective 1) To study buying behavior of consumer about cosmetic goods
when they purchased it.
 Value to the different purchasing factors
 Interpretation: As a result, there is an excellent priority has been given to the ingredients
and functions, it means customer’s main focus is quality of the product.

11. …DATA ANALYSIS AND
INTERPRETATION
2. How do you get to know cosmetic products?
(Sources of brand awareness)
• Interpretation: Internet has found more impact on consumer and
widely used for receiving information about the products.
Sr.
No.
Sources No. of Respondents Percentage
1 Internet 60 40%
2 Seminar 10 7%
3 Newspaper 20 13%
4 Samples 25 17%
5 Leaflets 10 7%
6 Words of Mouth 25 17%
40%
7%
13%
17%
7%
Internet
Seminar
Newspaper
Samples
Leaflets

12. …DATA ANALYSIS AND
INTERPRETATION3. Which area is more of your interest?
(Areas of interest of customers)
 Interpretation: Discount on the products plays an important role in
consumer buying decision.
Sr. No. Area Number of Respondents Percentage
1 Discount 60 40%
2 Latest Product 50 33%
3 Product Reviews 10 7%
4 Beauty 30 20%
Discount,
40%
Latest
Product,
33%
Product
Reviews,
7%
Beauty,
20%

13. …DATA ANALYSIS AND
INTERPRETATION
Sr.
No.
Brand
Consciousness
Number of
Respondents
Percentage
1 Yes 110 73%
2 No 15 10%
3 For Some
Products
25 17%
4. Are you brand consciousness?
(Brand consciousness of people)
 Interpretation: It has been observed that now a day’s people are
more brand conscious
Yes, 73%
No, 10%
For Some
Products,
17%

14. …DATA ANALYSIS AND
INTERPRETATION5. If yes you prefer?
(Preference of different brands. (Country wise))
 Interpretation: Most of the consumers prefer the brands of national
companies because of the cheap price and relatively good quality products.
Sr. No. Brands Number of
Respondents
Percentage
1 National 91 61%
2 International 59 39%
National
Brand, 61%
Internation
al Brand,
39%

15. …DATA ANALYSIS AND
INTERPRETATION
6. Which factor do you consider while buying a product?
(Effecting factors responsible for the buying decision of consumers.)
 Interpretation: Brand name is the most important factor responsible
for the buying decision of consumers.
Sr.
No.
Places Number of
Respondents
Percentage
1 Company 17 11%
2 Packaging 28 19%
3 Brand name 57 38%
4 Price 48 32%
Company,
11%
Packaging,
19%
Brand
Name, 38%
Price, 32%

16. …DATA ANALYSIS AND
INTERPRETATION
7. Why do you purchase cosmetic products from particular shop?
(Reasons for purchase from particular shop)
 Interpretation: Above statistical data shows the reasons of why customer
purchase from a particular shop. Majority of the respondents preferred to
purchase products from shop that provide quality products with variety at
reasonable price.
Sr. No. Reason Number of Respondents Percentage
1 Nearer to Home 22 15%
2 Variety of Goods 30 20%
3 Quality Goods 45 30%
4 Reasonable Price 37 25%
5 Good Behavior 10 7%
6 Others 6 4%
Nearer to
Home, 15%
Variety of
Goods, 20%
Quality
Goods, 30%
Reasonable
Price, 25%
Good
Bahavior,
7%
Others, 4%

17. …DATA ANALYSIS AND
INTERPRETATION
8. On an average how much do you spend on personal care product each month?
(Expenditure on cosmetic products)
 Interpretation: The above data shows the expenses percentage of consumers on
cosmetic products.
Sr.
No.
Expenditure Number of
Respondents
Percentage
1 0-500 30 20%
2 500-1500 50 33%
3 1500-2500 60 40%
4 Above 2500 10 7%
0-500, 20%
500-1500,
33%
1500-2500,
40%
Above
2500, 7%

18. …DATA ANALYSIS AND
INTERPRETATION
Objective 2) To study about consumer’s perception
9. When do you buy cosmetics?
(Frequency of Buying Cosmetic Products)
 Interpretation: The above chart shows the consumers frequency of buying cosmetic products.
Majority of the consumers buy cosmetics once in a month.
Sr. No. Frequency Number of
Respondents
Percentage
1 Daily 1 1%
2 Weekly 23 15%
3 Monthly 60 40%
4 Yearly 18 12%
5 Festivals 48 32%
Daily, 1%
Weekly, 15%
Monthly,
40%Yearly, 12%
Festivals,
32%

19. …DATA ANALYSIS AND
INTERPRETATION
10. What is your opinion about cosmetics?
(Customer opinion about cosmetics.)
 Interpretation: Above data shows the opinion of the customers about the cosmetic
products. Most of the respondents thinks cosmetics are the luxurious thing while other
respondents thinks cosmetics are the necessity of the life.
Luxury, 34%
Necessity,
53%
Both, 13%
Sr.
No.
Opinion Number of Respondents Percentage
1 Luxury 51 34%
2 Necessity 79 53%
3 Both 20 13%

20. …DATA ANALYSIS AND
INTERPRETATION11. What are the sources that make you aware of cosmetics?
(Sources of Cosmetic awareness)
 Interpretation: The above chart shows the different sources from where consumers are
able to know about cosmetic. Most of the consumers getting aware about the cosmetic
products from the friends and family. Family and friends plays an important role in
perception of consumers.
Sr.
No.
Sources No. of
Respondents
Percentage
1 Beauticians 35 23%
2 Doctors 10 7%
3 Shopkeepers 17 11%
4 Friends/Family 48 32%
5 Media 40 27%
23%
7%
11%
32%
27%
Beauticians
Doctors
Shopkeepers
Friends/Family
Media

21. …DATA ANALYSIS AND
INTERPRETATION
12.Why do you use cosmetic products?
(Reasons of using cosmetics.)
 Interpretation: Consumers thinks that cosmetics can improve their personality so they
think cosmetics are one of the part of the necessities of life. That’s why people buy the
cosmetic products.
Sr.
No.
Reasons Male % Female % Total %
1 To Improve Your
Personality
15% 25% 40%
2 Social Influences 8% 10% 18%
3 Fashion and Status
Symbol
5% 7% 12%
4 Health Point of View 9% 6% 14%
5 Psychological
Satisfaction
6% 10% 16%
40%
18%
12%
14%
16%
To Improve
Personality
Social Influence
Fashion and Status
Symbol
Health Point of View
Psychological
Satisfaction

22. …DATA ANALYSIS AND INTERPRETATION
Objective 3) To find the popularity of brands of different companies in market.
(Popularity of Cosmetic Brands)
Sr. No. Brand Name Known & used Known but not used Unknown
1 L’Oreal 91 61% 33 22% 26 17%
2 Chambor 28 19% 67 45% 55 37%
3 Lakme 52 35% 55 37% 43 29%
4 Maybelline 57 38% 63 42% 30 20%
5 Revlon 50 33% 68 45% 32 21%
6 Faces 57 38% 67 45% 26 17%
7 Mac 43 29% 74 49% 33 22%
8 Avon 47 31% 60 40% 43 29%

23. …DATA ANALYSIS AND
INTERPRETATION
0%
10%
20%
30%
40%
50%
60%
70%
L'Oreal Chambor Lakme Maybelline Revlon Faces Mac Avon
Known & used Known but not used Unknown
• Interpretation: L’Oreal brand is the most popular brand for the modern
generation in a market, as they provide quality products of cosmetics.

24. FINDINGS
 Quality are found as a most important factor for purchase of cosmetic
by the respondents than price.
 Internet has found more impact on consumer and widely used for
receiving information about the products.
 Discount on the products plays an important role in consumer
perception and consumer buying decision.
 It has been observed that now a days people are more brand conscious.
Because of the cheap price and relatively good quality products and
brand name is the most important factor responsible for the buying
decision of consumers.
 Consumers thinks that cosmetics can improve their personality so they
think cosmetics are the necessity of life.
 L’Oreal brand is the most popular brand for the modern generation in a
market, as they provide quality products.

25. CONCLUSION
 The study showed that the five factors i.e. quality , price, brand, labeling and
advertising had a greater impact on consumer buying decisions.
 Once it comes to beauty products, it is even more intense that all five factors play
a significant role in customer buying decisions.
 The research has shown the comparison between consumer buying behavior
regarding Indian and International product in recent time.
 Since consumer buying behavior is an important factor in predicting the sales of
any product in a particular region. So, the organization needs to keep a close eye
on the market situation.
 However, customers have been price sensitive, but the changing market trend
and customer view and preference have shown that customers are now sensitive
to quality.