Final Lakme CB Project

Consumer Behavior Towards Lakme Products

Submitted to: Submitted By:Dr. Sandhya A.S Disha Singh (054) Divya Omprakash Gupta (055) Isha (064) Kriti Srivastava (072) Lav Mohan (076) Sonal Gupta (163)

1

ACKNOWLEDGEMENT

We take this opportunity to express our profound sense

of gratitude and respect to all those who helped us

throughout the duration of this project.

We would like to express our sincere indebtedness to

Prof. Sandhya for giving us the opportunity to work on

this project and make it a success.

We would also like to express our deep sense of

gratitude to all the faculty members and friends for

providing their help and advice whenever it was needed.

Finally we wish to extend our sincere acknowledgement

to our parents for their moral and support.

2

Introduction

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The the psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society." Although it is not necessary to memorize this definition, it

brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends

influence what kinds of clothes a person wears) or an organization (people on the

job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study

of how they are purchased. Product use is often of great interest to the marketer,

because this may influence how a product is best positioned or how we can

encourage increased consumption. Since many environmental problems result

3

from product disposal (e.g., motor oil being sent into sewage systems to save the

recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit,

may have serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy—i.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to

food advertising when they are hungry, we learn to schedule snack advertisements

late in the afternoon. By understanding that new products are usually initially

adopted by a few consumers and only spread later, and then only gradually, to the

rest of the population, we learn that (1) companies that introduce new products

must be well financed so that they can stay afloat until their products become a

commercial success and (2) it is important to please initial customers, since they

will in turn influence many subsequent customers’ brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure

for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects

if taken by pregnant women. Although physicians were instructed to warn their

female patients of this, a number still became pregnant while taking the drug. To

get consumers’ attention, the Federal Drug Administration (FDA) took the step of

requiring that very graphic pictures of deformed babies be shown on the medicine

containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work for

the Centers for Disease Control trying to reduce the incidence of transmission of

diseases through illegal drug use. The best solution, obviously, would be if we

could get illegal drug users to stop. This, however, was deemed to be infeasible. It

was also determined that the practice of sharing needles was too ingrained in the

4

drug culture to be stopped. As a result, using knowledge of consumer attitudes,

Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach

before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of

laundry detergent, you should pay less per ounce than if you bought two 32 ounce

bottles. In practice, however, you often pay a size premium by buying the larger

quantity. In other words, in this case, knowing this fact will sensitize you to the

need to check the unit cost labels to determine if you are really getting a bargain.

5

INTRODUCTION OF LAKME UNILEVER PRIVATE LTD

“Lakme is the Indian woman’s Beauty Sutra” – inspiring expression of her unique

beauty and sensuality. Lakme brings expert products and services that are borne out 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.

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 beauty!

6

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

7

Research Methodology

INTRODUCTION

Our project topic is to investigate & understand about the Consumer Behavior

towards “LAKME” Brand. Through our research we would like to focus on the following

points:

Research Questions:

What the consumer thinks of the company’s products and those of its

Competitors?

How can the product be improved in their opinion?

How important role thus the brand plays in customer purchase?

What is the customer’s attitude towards the product and its advertising?

What are Consumers preferences and perceived Values?

NEED & OBJECTIVE

All of us are consumers. Products consumed vary according to our needs,

preferences and buying power.

These can be:

Consumable goods

Durable goods

Specialty goods

Industrial goods

8

And the following questions:

? What we buy

? How we buy

? Where we buy

? When we buy

? How much we buy

Depends On

→ Our perception

→ Self-concept

→ Social background

→ Cultural background

→ Our age

→ Family cycle

→ Our attitudes

→ Beliefs values

→ Motivation

→ Personality

→ Social class

→ Many other factors those are both internal and external to us

The marketers; therefore tries to understand the needs of different consumers, which

require an in-depth study of their Internal and external environment which then leads

them to formulation of marketing strategies for their products.

9

Research Methodology

1. First step would be collecting the information through questionnaires, personal-

interviews/discussions, magazines, internet, etc

2. Secondly, Analysis and interpretation of the collected information will be done.

3. Third step would be presenting the findings of the research study in the form of a

research report.

Data collection is a key activity of research. Data collection method is the backbone

of research design. There are two types of data:

1. Primary data

2. Secondary data

Both data types will be used in our research.

Components of a Research Design:

↓ Define the information needed

↓ Design the exploratory, descriptive, and/or causal phases of the research

↓ Specify the measurement and scaling procedures

↓ Construct and pretest a questionnaire (interviewing form) or an appropriate form

for data collection

↓ Specify the sampling process and sample size

↓ Develop a plan of data analysis

10

Use of Descriptive Research:

o To describe the characteristics of relevant groups, such as consumers, salespeople,

organizations, or market areas

o To estimate the percentage of units in a specified population exhibiting a certain

behavior

o To determine the perceptions of product characteristics

o To make specific predictions

o For exam: An investigation of the trends in consumption of LAKME (Product)

with respect to socio-economic characteristics such as age, occupation, family

income, educational level etc. are covered under descriptive study.

Here we will be doing Non Random Convenient sampling with sample size of 25

persons.

Research Methods for conclusive study:

Surveys

Secondary data

The above is all we would be using for our project purpose.

11

ANALYSIS AND INTERPRETATION

1.

Brand Percentage

Lo’real 23

Lakme 47

Garnier 12

Lotus 18

Total 100

23

47

12

18

Percentage

Lo’real Lakme Garnier Lotus

Analysis-

From the survey it was seen that 47% of the total consumers preferred lakme,

23% preferred L’Oreal, 18% used lotus and remaining 12% used garnier. This

number is taken form total sample taken for the survey.

Interpretation-

From the analysis it could be drawn that among the group of selected sample

lakme was the most preferred and most used brands. The reason for such a

response was that lakme is one of the oldest and trusted cosmetics brands in

India on the contrary to other brands which are new in this field. However,

consumers have also developed likeability for others brands also as this could

be drawn from the consumer percentage of other brands.

12

2.

Seen the Ad Percentage

Yes 97.3

No 1.7

Can’t Say 1

Total 100

YesNo

Can’t Say

0102030405060708090

100

Percentage

Percentage

Analysis: From the survey it could be concluded that, 97.3% have seen advertisements

by lakme while 1.7% have still not seen the brand’s ads other 1% comprise of those who

are indifferent between the two.

Interpretation: Advertisements launched by any company are its way of promoting its

brand of products. Lakme in this regard has covered almost every media viz. print,

television, internet, point of purchase displays etc. Hence, the huge number of response

coming in favour of people who have seen the brand’s advertisement is mainly because

the company has endeavoured to cover almost every possible media for promotion. For

people who haven’t seen the ads would be the ones who feebly get in touch with such

media esp. comprising of rural population.

1% of the consumers who are indifferent between the two options would be the ones who

preferred using other brands of cosmetics and were least interested in paying attention to

lakme’s ads.

13

3.Motivator Percentage

Through Advertisements. 44

Word of mouth influence 36

Internet 8

Point of purchase displays 12

Total 100

44

36

8

12

Percentage

Through Advertisements.Word of mouth influenceInternetPoint of purchase displays

Analysis: Conclusion drawn from the survey showed that 44% of the consumers came to

know about the brand through advertisements, 36% through positive word of mouth, 12%

from point of purchase displays ads and 8% through internet.

Interpretation: The question related to the consumer awareness, the brand aimed at

creating an image for itself in the minds of its targeted customers. The initial challenge

was to introduce the brand and notice the consumer behavior in this

regard.Advertisements acquired the maximum share to get the brand acquainted with the

consumers. Taking this view in notice the marketers should concentrate and abreast the

advertisements both print and television. However, internet composed of the least

percentage in terms of company’s presence. In other to make it more feasible and known

company should start up innovative internet campaigns to attract customers.

14

4. Level of Information Percentage

Excellent 29

Good 36

Moderate 18

Bad 17

Total 100

Excellent Good Moderate Bad0

5

10

15

20

25

30

35

40

Percentage

Percentage

Analysis:The data was taken in order to measure consumer awareness about the company

in detail. The result showed that 29% comes under excellent, 36% under good, 18%

under moderate while 17% under bad.

Interpretation: The level of information for any brand is measured in terms of

consumer awareness, motivation, perception, attitude and personality.

The sole purpose of marketers is not restricted to selling of the products only but is

extended to how well a consumer relates the product to his/her personality. The results

shows that the company should for itself as a people’s brand and an upliftment in terms

of connecting with the customers is required. This could be attained by reviving the

techniques of motivation and consumer awareness.

15

5.Most often used product Percentage

Hair care product 29

Skin Care Product 36

Body Care 18

Make-up 17

Total 100

29

36

18

17

Percentage

Hair care productSkin Care ProductBody CareMake-up

Analysis: Results show that 36% of the consumers used skin care products the most,

29% used hair care products, 18% body care and 17% makeup.

Interpretation: Skin care products is the most consumed range of products while

makeup was the least. Hence, the company could take up this area to explore more by

introducing wide range of products that are reasonable while in order to procure a large

segment of customer the company should keep a close eye on the skin care products.

16

6. Time period of usage Percentage

Less than 1 year. 9

2years 16

3 years 28

4 years 36

More than 5 years 10

Total 100

Less than 1 year.

2years 3 years 4 years More than 5 years

0

5

10

15

20

25

30

35

40

Percentage

Percentage

Analysis: Results show that 36% of the consumers have been using lakme products for

about 4 years, 28% for 3 years, 16% for 2 years, 10% for more than 5 years and 9% for

less than 1 year.

Interpretation: Lakme is one of the oldest brands in India which is known for its quality

products and diversified range. The company has gained considerable amount of loyal

customers who have stick to the brand for a long period. Hence, in order to retain its

strong customer base the company should start up with certain customer motivation plans

which may include discount schemes, loyalty cards etc. On the contrary, in order to

sustain its new customer intensive motivational practices should be initiated by the

company along with creating brand awareness to increase approachability to its

customers.

17

7.Reason of Motivation Percentage

Economical 15

Trendsetter 31

Measurable results 18

Easily available 36

Total 100

15

31

18

36

Percentage

Economical TrendsetterMeasurable results Easily available

Analysis: Results shown were 36% of the customers chose easy availability of the

product as a reason to use it, 31% chose trendsetter, 18% measurable results and 15%

economical.

Interpretation: This question was of utmost importance in order to seek customer

motivation. Maximum voted easy availability as a reason to use a company’s brand

which clearly suggests that a company should have an extensive as well as intensive

distribution system. While to keep up with the pace of consumer demands a company

should implement innovative practices in terms of product development from time to

time. Above all the company quality of products will substantially attract customers.

18

8.Reasons to Choose the Brand

Lakme

Percentage

Price 6

Product Quality 54

Promotion 7

Product variety 33

Total 100

6

54

7

33

Percentage

PriceProduct QualityPromotionProduct variety

Analysis: From the survey it was seen that 54% of the customers chose lakme’s product

quality as a reason to choose lakme brand, 33% voted for product variety, 7%for

promotion and 6% for price.

Interpretation: Analysis reveals that the company is doing well in terms of product

quality and variety. However, there should be a balance between all the P’s of marketing

so in this regard company should also concentrate on promotional and pricing strategies

too.

19

9. Prestige rank Percentage

1 34

2 21

3 18

4 12

5 7

6 5

7 3

Total 100

1 2 3 4 5 6 70

5

10

15

20

25

30

35

Prestige rankPercentage

Analysis: Results show that 34% rated 1 (most important) in terms of company’s

prestige, 21% rated 2, 18% rated 3, 14% rated 4, 7% rated 5, 5% rated 6 and 3% rated 7.

Interpretation: Analysis showed that lakme acquires a positive market prestige as

maximum percentage of consumer voted in favour of it however, certain % also went on

the negative side. The reason could be that there is still room for development for the

company to maintain its goodwill; a driving factor in this regard could be implementing

effective motivational practices along with building strong and positive consumer attitude

towards the brand.

20

10. Feeling of Self-Fulfillment

after using Lakme ProductsPercentage

1 312 223 184 125 86 67 3

1 2 3 4 5 6 70

5

10

15

20

25

30

35

Feeling of Self-Fulfillment after us-ing Lakme ProductsPercentage

Analysis: Survey showed that 31% voted 1(most) of the consumers were self fulfilled

after using lakme’s products, 22% voted 2, 18% voted 3, 12% voted 4, 8% voted 5, 6%

voted 6 and 3% voted 7.

Interpretation: Analysis showed that most of the consumers were satisfied using

lakme’s product which is a positive sign for the company and should keep itself abreast

with their existing practices. However, it should move with the growing trend to attract

new customers.

21

11. Expenditure on

CosmeticsPercentage

Below Rs. 500 14500-1000 201000-2000 32

20000- Above 34Total 100

Below Rs. 500 500-1000 1000-2000 20000- Above0

5

10

15

20

25

30

35

Percentage

Percentage

Analysis: Survey revealed that expenditure by customer were 34% for 2000 and above,

32% for 100-2000, 20% for 500-1000 and 14% for below 500.

Interpretation: It could be interpreted that most of the customers paid considerably well

on cosmetics. Hence, there is bright opportunities for marketers to explore the market to

the good extend. This pattern arrived due to increase in disposable income of the

consumers and increase in awareness about healthcare.

22

12. Often Expenditure over

Lakme Products Percentage

Once in a month 58Twice in a month 23More than twice 19Total 100

5823

19

Percentage

Once in a monthTwice in a monthMore than twice

Analysis: It has been analysed that 58% people buy lakme products for once in a month,

23% for twice and 19% for more than twice.

Interpretation: Buying behavior of the customers suggest that most of the customers

buy lakme product for once in a month the reason behind this relates to the pricing of its

products which are somewhat from the perspective of middle class gentry. Another

reason is that Indians still prefer cosmetics for preferred occasions and they don’t use it

on a regular. Hence, the consumption is somewhat lesser.

23

13. I spend too much on Lakme Products

Percentage

Strongly Agree 1 132 203 144 285 156 6

Strongly Disagree 7 4Total 10

23

45

6

I spend too much on Lakme Products

123456

Analysis: It has been analysed that as far as consumer spending too much on cosmetic

products is considered 13% voted 1( strongly agree), 20% voted 2, 14% voted 3, 28%

voted 4, 15% voted 5, 6% voted 6 and 4% voted 7 ( strongly disagree).

Interpretation: Conclusion drawn is most of them agree to spending too much on

cosmetic products which show consumer’s increased awareness for healthcare.

24

14. Purpose of Buying Lakme Products

Percentage

Skin Protection 44

Long and Strong Hair 0

Glow and Acne free Skin 22

Make up 34

Total 100

44

22

34

Percentage

Skin ProtectionLong and Strong HairGlow and Acne free SkinMake up

Analysis: Survey showed that 44% bought lakme products for skin protection, 34% for

makeup, 22% for glow and acne free skin while 0% for long and strong hair.

Interpretation: It has been inferred that maximum consumers bought lakme products for

skin protection products the reason being lakme offers diverse range of products in this

section. However, there was no one to buy lakme for long and strong hair; the reason is

that lakme offers no product in this section. Hence, from marketers perspective this is an

unexplored area an products pertaining to consumers preference could be made in this

regard.

25

15. Satisfaction Percentage

Yes 76

No 20

Can’t Say 4

Total 100

76

204

Percentage

YesNoCan’t Say

Analysis: It has been analysed that consumers satisfied with lakme products comprised

of 76% who responded ‘yes’, 20% responded ‘no’ and 4% responded ‘can’t say’.

Interpretation: Inference could be drawn that most of the consumers are satisfied by the

company’s offering in terms of services and products. However, there is still room for

improvement and the company could stress more on motivation to consumers to feel

satisfied by their products.

26

16. Product Rating Percentage

Excellent 43

Good 29

Moderate 17

Not Satisfactory 11

Total 100

43

29

17

11

Percentage

ExcellentGoodModerateNot Satisfactory

Analysis: It has been analysed that 43% consumer rated lakme’s product as excellent,

29% as good, 12% as moderate and 11% as not satisfactory.

Interpretation: It is seen that most of the consumers were satisfied with the company’s

products. This was because of the company being one of the trusted brands in India, also

because the company has transformed its stragies form time to time to suit customers

demands. While, 11% of the customers were still not satisfied with the products this may

be because of the unsatisfactory products or promotion. Hence, the company could

formulate proper feedback channels to get updates from time to time.

27

17.Usefullness of the site Percentage

Yes 87

No 8

Can’t Say 5

Total 100

Yes No Can’t Say0

10

20

30

40

50

60

70

80

90

Percentage

Percentage

Analysis: Out the consumers surveyed 87% found the company’s site useful while 8%

didn’t and 5% were indifferent between the two.

Interpretation: Lakme has constructed a well update website for its customers.

Maximum of the customers were satisfied with the site when they logged into it.

However, those who weren’t satisfied was because they sought for very detailed

information. 5% of the respondents comprised of those who have never visited the

company’s site.

28

18.Continue to buy after

price risePercentage

Yes 66

No 20

Can’t Say 14

Total 100

Yes No Can’t Say0

10

20

30

40

50

60

70

Percentage

Percentage

Analysis: It has been analysed that 66% of the respondents intend to buy the company’s

product even after their prices are raised by 15%, 20% said no and 14% responded can’t

say.

Interpretation: Maximum numbers of the respondents intend to buy the company’s

products despite price hike, this show they are highly satisfied with the products and are

intentional to buy it. However, 20% responded ‘no’ because of the reason of

unaffordability and less value for money.

29

19. Chances of buying within

3 monthsPercentage

Very Likely 41

Likely 20

Unlikely 28

Very unlikely 11

Total 100

41

20

28

11

Percentage

Very LikelyLikelyUnlikelyVery unlikely

Analysis: It has been analysed that 41% of the respondents were very likely to buy lakme

products for the next 3 months, 20% were likely to buy it, 28% were unlikely and 11%

were very unlikely.

Interpretation: Maximum number of respondent showed positive signs to buying lakme

products for next 3 months. However, company should also focus on those who weren’t

likely to buy their products. For these consumers more motivational activities are

required so that the consumers could develop a positive perception about the brand.

30

20.Offer Value for money Percentage

Strongly Agree 1 33

2 23

3 40

4 3

Strongly Disagree 5 1

Total 100

Strongly Agree 1

2 3 4 Strongly Disagree 5

0

5

10

15

20

25

30

35

40

45

Percentage

Percentage

Analysis: It reveals that 33% voted 1(strongly agree) for value for money, 23% voted 2,

40% voted 3, 3% voted 4 and 1% voted 5.

Interpretation: It could be drawn that maximum percentage of respondents was in

favour of lakme offering value for money. However, certain % also comprised of those

who were not in this favour.

The company could work on this by taking help of cues and response of the customers

while positive reinforcement could also be implemented.

31

21.a.) Product Quality(Lakme) Percentage

Very Low 4

Low 12

Average 46

High 27

Very High 11

Total 100

Very Low Low Average High Very High0

5

10

15

20

25

30

35

40

45

50

Product Quality

Percentage

Analysis: It can be analysed that 4% found the product quality very low, 12% low, 46%

found it average, 27% found it High and 11% found the product quality as very high.

Interpretation: Thus, from the above it can thus be concluded that majority respondents

found the product quality of Lakme as average and the second majority of the

respondents found the quality as high. It may be due to the reason that customer think

that a high priced product relates to high quality.

32

21.b.) Size(according to Price) Percentage

Very Low 6

Low 12

Average 78

High 4

Very High 0

Total 100


10

20

30

40

50

60

70

80

90

Percentage

Percentage

Analysis: It can be analysed that 6% found the product size according to price very low,

12% low, 78% found it average, 4% found it High and none of them found it very high.

Interpretation: Thus, it can be concluded that maximum respondents found that the

Lakme offers average size according to price. They are not very much satisfied with the

size they are getting for the price they are paying.

33

21.c.)Functionality Percentage

Very Low 1

Low 3

Average 56

High 32

Very High 9

Total 100


10

20

30

40

50

60

Percentage

Percentage

Analysis: It can be analysed that 1% found the product functionality very low, 3% low,

56% found it average, 32% found it High and 9% of them found it very high.


Lakme offers average value according to price. Respondents are not very much happy

with the Lakme products.

34

22.Any change expectation

in Lakme ProductsPercentage

Yes 66

No 20

Can’t Say 14

Total 100

66

20

14

Any Change expected

YesNoCan’t Say

Analysis: It can be analysed that 66% said Yes, 20% said no and 14% of them couldn’t

say anything about it.

Interpretation: Thus, it can be concluded that maximum respondents wanted Lakme to

get some changes in their offers and products.

35

23. Will not buy any other brand except Lakme

Percentage

Strongly Agree 1 132 203 144 285 156 6


Strongly Agree 1

2 3 4 5 6 Strongly Disagree 7

0

5

10

15

20

25

30

Percentage

Percentage

Analysis: It can be analysed that 13% strongly agreed to the statement that they will not

buy any other brand than Lakme. While 4% strongly disagreed to the statement. 28% of

the respondents were neutral to the statement.


Lakme is the brand which they are looking for and are not willing to spend or try any

other brand. But there are also some respondents who are not much sticking to Lakme

they wish to try other brand also. This shows that respondents are not much loyal to

Lakme as a brand.

36

24. Purchase according to

favourite brandPercentage

Strongly Agree 1 162 193 144 285 126 9


16

19

1428

129

2

Percentage

Strongly Agree 123456Strongly Disagree 7

Analysis: It can be analysed that 16% strongly agreed to the statement that they purchase

according to favourite brand regardless of price. While only 2% strongly disagreed to the

statement. 28% of the respondents were neutral to the statement.

Interpretation: Thus, it can be concluded that maximum respondents are loyal towards

their brand. They are not much choosy. They trust their brand would give them right

value for their money.

37

25. Consider Lakme as: a.)

Cheerful PercentageVery Low 2

Low 10Average 33

High 40Very High 15

Total 100


5

10

15

20

25

30

35

40

Cheerful

Percentage

Analysis: It can be analysed that 2% who found the product as Cheerful were very low,

10% low, 33% found it average, 40% found it High and 15% of them found it very high.

Interpretation: Thus, it can be concluded that maximum respondents who found the

personality of Lakme as Cheerful were average. But maximum lot of respondents

believed that the personality of Lakme product is cheerful. This shows that Lakme’s

impression on the respondents is very positive.

38

b.)Up-To-Date Percentage

Very Low 1Low 2

Average 21High 23

Very High 53Total 100


10

20

30

40

50

60

Up-to-date

Percentage

Analysis: It can be analysed that only 1% who found the product as Up-to-date were very

low, 2% low, 21% found it average, 23% found it High and 53% of them found it very

high.


personality of Lakme as Up-to-date were very high. Maximum lot of respondents comes

under Average to very high segment. This shows that Lakme’s impression on the

respondents is very positive. According to them, Lakme is always up-to-date with its

formulations and products. Its impression on respondents is very positive.

39

c.) Successful PercentageVery Low 8

Low 18Average 39

High 21Very High 14

Total 100


5

10

15

20

25

30

35

40

45

Percentage

Percentage

Analysis: It can be analysed that only 8% who found the product as Successful were very

low, 18% low, 39% found it average, 21% found it High and 14% of them found it very

high.


personality of Lakme as Up-to-date were very high. Maximum lot of respondents comes


respondents is very positive. According to them, Lakme is always up-to-date with its

formulations and products.

40

d.)

Charming PercentageVery Low 10

Low 12Average 23

High 28Very High 27

Total 100

10

12

23

28

27

Percentage

Very LowLowAverageHighVery High

Analysis: It can be analysed that only 10% who found the product as Charming were

very low, 12% low, 23% found it average, 28% found it High and 27% of them found it

very high.


personality of Lakme as Charming were very high. Maximum lot of respondents comes


respondents is very positive. According to them, Lakme’s personality is very charming

with its formulations and products.

41

e.)Upperclass PercentageVery Low 1

Low 8Average 20

High 47Very High 21

Total 100


5

10

15

20

25

30

35

40

45

50

Percentage

Percentage

Analysis: It can be analysed that only 1% who found the product as Upper-class were

very low, 8% low, 20% found it average, 47% found it high and 27% of them found it

very high.


personality of Lakme as Upper-class were very high. Maximum lot of respondents comes


respondents is very positive. According to them, Lakme’s personality is for upperclass

segment with its formulations, products and price

42

26.) Hedonism (Lakme) Percentage

Glamorous 1 322 213 234 8

Attractive 5 14Total 100

32

2123

8

14

Hedonism

Glamorous 1234Attractive 5

Analysis: It can be analyzed that maximum of 32% found the Lakme as Glamorous and

14% of them found it attractive. 23% remained neutral.

Interpretation: Thus, it can be concluded that maximum respondents found the Lakme

as Glamorous. Maximum lot of respondents comes under Neutral to Glamorous segment.

Thus, it can be concluded that Lakme is found to be more glamorous. According to them,

Lakme is glamorous because they get to see many events related fashion week or

celebrity supporting Lakme in the advertisements.

43

27.) Extended Self (Lakme) Percentage

Leading 1 182 223 374 15

Influential 5 8Total 100

18

22

37

15 8

Extended Self(Lakme)

Leading 1234 Influential 5

Analysis: It can be analyzed that maximum of 37% found the Lakme as Leading was

average and minimum of 8% found it influential. 23% remained neutral.

Interpretation: Thus, it can be concluded that maximum respondents found the Lakme

as neutral i.e. neither leading nor influential. Maximum lot of respondents comes under

Neutral to Leading segment. Thus, it can be concluded that Lakme is found to be more a

leading brand.

44

SUGGESTIONS

Lakme should introduce herbal and ayurvedic products.

New product line or incorporate herbal or ayurvedic ingredients in its exisiting

product portfolio.

Packaging should be more lucrative.

45

QUESTIONNAIRE

AWARENESS:

1. Which company’s cosmetics are you using?

a) Lo’real b) Lakme c) Garnier d) Lotus

2. Have you seen Lakme advertisement?

a.) Yes b.) No c.) Don’t remember

3. How did you come to know about Lakme brand (Motivator)?

a.) Through Advertisements.

b.) Word of mouth influence

c.) Internet

d.) Point of purchase displays

4. What is your level of information on Lakme as a brand?

a) Excellent b) Good c) Moderate d) Bad

USAGE:

5. Which products are you using more often in a month?

a) Hair Care products

b) Skin Care Products

c) Body care Products

d) Make up

6. If Lakme, how long have you been using Lakme Products?

a.) Less than 1 year.

b.) 2 years

c.) 3 years

d.) Less than 5 years

e.) More than 5 years.

MOTIVATION:

7. What is the reason that motivates you to use the products of a particular

company?

a) Economical b) Trendsetter c) Measurable results d) Easily available

8. What do you think is the reason for you to use Lakme brand.

46

a.) Price

b.) Product Quality

c.) Promotion

d.) Product variety

ESTEEM:

9. The prestige of Lakme in the market.

Most important 1 2 3 4 5 6 7 Least Important

SELF ACTUALIZATION.

10. The feeling of self fulfillment a person gets after using Lakme products.

Most 1 2 3 4 5 6 7 Least

BUYING BEHAVIOUR:

11. How much do you spend in the buying of cosmetics?

a) Below Rs. 500 b) 500-1000 c) 1000-2000 d) 20000- Above

12. How often do you purchase Lakme Products?

a.) Once in a month

b.) Twice in a month

c.) More than that

13. I spend too much money on Lakme products.

Strongly agree 1 2 3 4 5 6 7 Strongly Disagree

PURPOSE:

14. What is the purpose for which you buy Lakme Products?

a) Skin Protection

b) Long and Strong Hair

c) Glow and Acne free Skin

d) Make up

SATISFACTION:

15. Are you satisfied by the products offered by the company?

a.) Yes b) No c) Can’t Say

16. Rating the products offered by Lakme as:

47

a) Excellent b) Good c) Moderate d) Not Satisfactory

17. If you have visited the site www.lakmeindia.com, did you find it useful?

a) Yes b) No c) Can’t Say

PURCHASE INTENTION:

18. Would you continue to buy Lakme products even if its price rises by say 15%?


19. How likely are you to buy Lakme products during the next 3 months.

___________ Very likely

___________ Likely

___________ Unlikely

___________ Very Unlikely

LEARNING

20. Does Lakme products offer value for money?

Strongly agree 1 2 3 4 5 6 7 Strongly Disagree

21. After using Lakme products , I found-

Very Low Low Average High Very HighProduct qualitySizeFunctionalty

48

http://www.lakmeindia.com/

EXPECTATION FROM THE PRODUCT22. Do you want any changes in any of the products offered by the Lakme?


BRAND LOYALTY

23. I will not buy other brand in cosmetics if Lakme is not available

Strongly Agree 1 2 3 4 5 6 7 Strongly Disagree

24. I make my purchase selection of cosmetics according to my favourite brand name,

regardless of price.

Strongly Agree 1 2 3 4 5 6 7 Strongly Disagree

BRAND PERSONALITY

25. You find Lakme products as:

Qualities Very

low

low Average High Vey

High

Cheerful

Up-to -

Date

Successful

Charming

Upperclas

s

PERSONALLY ORIENTED PERCEPTION

26. Hedonism with respect to Lakme products

Attractive 1 2 3 4 5 Glamorous

27. Extended Self with respect to Lakme products

Leading 1 2 3 4 5 Influential

49

BIBLIOGRAPHY

Consumer Behaviour by S Ramesh Kumar, Leon Schiffman and Lezlie Kanuk

Internet Sources

www.lakme.com

www. Wikepedia.com

50

Date post:	28-Oct-2014
Category:	Documents
Upload:	lav-chaudhary
View:	143 times
Download:	12 times

Final Lakme CB Project

Documents