~1~

Comparative Analysis

Of Various
Lipstick Brand
LAKME

SUBMITTED BY:
Nabanita Biswas
SUBMITTED TO:
BBA(H),6th sem
Prof Rajkumar Dasgupta
Roll- 23405013041
NSHM College of Management and
NSHM College of Management and Technology.
Technology
 ~2~

CONTENT

1. ACKNOWLEDGEMENT 4
2. PREFACE 5
3. DEFINATION OF LIPSTICK 6
4. TYPES OF LIPSTICK 7
5. GLOBAL LIPSTICK MARKET 8
6. INDIAN LIPSTICK MARKET 9
7. TYPES OF INDIAN LIPSTICK BRAND 10
8. COMPANY’S NAME 11
9. INDUSTRY PROFILE 12
10. COMPANY PROFILE 13
11. SWOT ANALYSIS 14
12 LAKME VARIETY OF LIPSTICKS 15 – 23
13 RESEARCH METHADOLOGY 24 – 32
14 QUESTIONNAIRE 33 – 46
15 FINDINGS 47
16 SOLUTION 48
17 CONCLUSION 49
18 BIBLIOGRAPHY 50
 ~3~

ANNEXTURES

Table showing that Lipstick of which company are mostly

1 33
used
Table showing that which makeup product is being used on
2 34
a regular basis.
Table showing the number of people who think that their
3 product provides them with an option of healthy and long 35
lasting harmless makeup
Table showing the reasons that motivates the respondents
4 36
to buy particular product
Table showing that how much the respondents invest in the
5 37
buying of cosmetics
Table showing that how many respondents find their
6 38
cosmetics to be economical
7 Table showing the best variety of lipstick of their brand 39
Table showing the key factor which manipulates the
8 40
respondents’ decision while buying the product
Table showing the level of information of respondents on
9 41
Lakme as a brand
Table showing about the awareness of the new
10 42
advertisement campaign of Lakme Lipstick.
Table showing the awareness of respondents about the
11 43
services provided by Lakme.
Table showing how many of the respondents has
12 44
experienced the services of Lakme saloon
Table showing the difference found by the respondents,
13 45
which make them use Lakme lipstick over other brands
Table showing the markings gave by the respondents
14 46
according to their taste and preferences
 ~4~

ACKNOWLEDGEMENT

When I embarked this project, it appeared to me as onerous task. Slowly as I

progressed I did realized that I was not alone after all.

I wish to express my gratitude to our director sir Prof Krishnendu Sarkar,Nshm

college of management and technology . Mr Rajkumar Dasgupta, Program
coordinator who have extended his kind help, guidance and suggestion without
which it could not have been possible for me to complete this project report.

My sincere thanks to my all entire faculty members and all staff members for
offering me all kinds of support and help in preparing the project.

I am deeply indebted to my guide Rajkumar Sir for not only his valuable and
enlightened, guidance but also for the freedom he rendered me during this
project work.

I am thankful to my all classmates, well-wishers and family members. With their

magnanimous and generous help and support made it a relative easier affair.

My heart goes out to my parents who bear with me all the trouble I caused then
with smile during the entire study period and beyond.

Nabanita Biswas

BBA(H),6th sem

Roll No- 23405013041

Nshm College of

Management & Technology

 ~5~

PREFACE

The project gives an insight of the Cosmetic Brand. It basically helps

understanding the brand preference of women with regard to their choice of
lipstick of a particular brand. It helps us to know what are the points on which a
lady choose a particular brand when she purchases a new lipstick.

The project will help to learn about the growing cosmetic brands in India. The
research will also bring to light what all factors a woman considers at the time of
purchase of a new cosmetic.
 ~6~

Definition of Lipstick

Lipstick is a cosmetic product containing pigments, oils, waxes, and emollients

that apply color, texture, and protection to the lips.

Many colors and types of lipstick exist. As with most other types of makeup,
lipstick is typically but not exclusively, worn by women. The use of lipstick dates
back to medieval times. Some lipsticks are also lip balms, to add color and
hydration.

Ancient Sumerian men and women were possibly the first to invent and wear
lipstick, about 5,000 years ago. They crushed gemstones and used them to
decorate their faces, mainly on the lips and around the eyes. Also Egyptians like
Cleopatra crushed bugs to create a colour of red on their lips. Also around 3000
BC to 1500 BC, women in the ancient Indus Valley Civilization applied red tinted
lipstick to their lips for face decoration. Ancient Egyptians wore lipstick to show
social status rather than gender. They extracted the red dye from fucus-algin,
0.01% iodine, and some bromine mannite, but this dye resulted in serious illness.
Lipsticks with shimmering effects were initially made using a pearlescent
substance found in fish scales.

During the Islamic Golden Age the notable Andalusia cosmetologist Abu al-Qasim
al-Zahrawi (Abulcasis) invented solid lipsticks, which were perfumed sticks rolled
and pressed in special molds, and he described them in his Al-Tasrif.

In Australia girls would paint their mouths red with ocher for puberty rituals
 ~7~

Types of Lipsticks

There are many types of lipsticks and they can be used according to your mood or
shape of your lips. Here are some types of lipsticks with basic characteristics:

 Moisturizing lipsticks - People who have dry lips should use moisturizing
lipstick because it keeps lips soft and smooth. These lipsticks moisturize lips
because of ingredients like vitamin E, glycerin and aloe. Other benefits of
using moisturizing lipsticks are wet and very shiny lips.
 Satin and Sheer lipsticks - Other choices for dry lips are satin and sheer
lipsticks. These lipsticks also moisturize and nourish lips and make it shiny
and glossy. Sheer and satin lipsticks have high oil ingredients and they can
appear darker in the package than they are on lips. Another characteristic
of lipsticks with oil components is that it should be reapplied many times.
 Matte lipstick - Mate lipsticks are perfects choice for women who are
looking for colorful and nice shade. These lipsticks have effect of flat and
not shiny lips. Your lips can look smother and younger with matte lipstick.
Also it is recommended to combine products with vitamin E and aloe with
mate lipsticks
 Cream lipsticks - Women who had small lips should use cream lipsticks.
Lipstick with cream formula is not so shiny, but it has smooth effect on lips.
You can use lip gloss afterward for desire look. Cream lipsticks contain
more wax in order to protect lips, but also can cause effect of dry lips.
 Gloss Lipstick - Gloss is very popular lipstick for women with thin and small
lips because make lips shine and enhance the dimension of depth. Gloss
can be combined with traditional lipstick.
 Long wearing and transfer resistant lipsticks - Women who don’t have
time to apply lipstick frequently may use long wearing lipsticks. These
lipsticks have formula that keep lips look perfect from 4 to 8 (or more).
They are long lasting until you eat something greasy or oily. Some of them
contain moisturizer to balance the dryness of lips.
 ~8~

Global Lipstick Market

The global lipstick market is predicted to grow with a CAGR of 3.76% during the
2015-2019 periods.

According to the report, investing in social media as a means of marketing allows

brands to be more efficient with their money: this platform is less costly than
traditional media advertising. NARS Cosmetics' most recent social media
campaign in 2015 is an example of the potential of these campaigns to create
online buzz. NARS asked its US and UK Twitter followers to tweet about the
brand's latest collaboration with designer Christopher Kane using the hash tag
#NARSChristopherKaneUS and #NARSChristopherKaneUK.

Further, the report states that counterfeit products have a significant negative
impact on brand image and the revenue of the well-established players that they
imitate.

The study was conducted using an objective combination of primary and

secondary information including inputs from key participants in the industry. The
report contains a comprehensive market and vendor landscape in addition to a
SWOT analysis of the key vendors.
 ~9~

Indian Lipstick Market

Over the years lipsticks in India have undergone quite a few changes. With the
rising fashion consciousness among Indian women lipsticks had to be refurbished
by most of the cosmetic companies in India. The latest trend in the lip color
market is lip gloss.
The introduction of the lip gloss was precisely targeted for the younger women
and the teenager. Women started getting more aware of the shades that suited
them, the look that the lip color imparted to their lips and the gloss or shine
provided to their lips by the lipstick.
The cosmetic industry has been growing at a steady pace for the last few years.
The industry was affected by the economic downturn but managed to pull itself
up in 2009. Today the cosmetic industry in India stands at ` 3,000-crore. The
cosmetic market in India is categorized into organized and unorganized. Since
cosmetics are products used on the skin people do not like to experiment too
much with local brands.
According to a survey carried out by AC/Nielson the lipstick market in India is
estimated at 116 crore. Out of this the organized sector contributes almost 78
crores. The organized sector mostly consists of the Top Lipstick Brands in India.
India is home to several domestic and international lipstick brands. The top
lipstick brands in India are Revlon, Lakme and Maybelline. These lipstick brands
are known for their wide variety of lip colors. Their lipstick collection offers you a
plethora of choices. Be it glamorous Metallic lipsticks, the Velvet Matte Lipsticks
or the subtle and shimmering lip glosses you are sure to get carried away by the
stunning shades and lipstick types.
Lakme which is currently leading the lipstick market in India accounts for a market
share of 40 per cent. Revlon which is gaining popularity among the Indian masses
stands at 19 per cent followed by Maybelline which is responsible for holding a
market share of 14 per cent
 ~ 10 ~

Types of Indian Lipstick Brand

Lipsticks have always been one of the most important cosmetics used by women
in India. Lipstick culture is nothing new to India. It easily dates back to almost fifty
years. Be it the quintessential Indian bride or the teenage college kid the Indian
female always loves wearing lipstick.

There are 5 leading brands of lipstick in India. They are as follows:

 Lakme
 Revlon
 Avon
 Mac
 Maybelline
 ~ 11 ~

Company’s Name:

LAKME
 ~ 12 ~

Industry Profile

Lakme is an Indian cosmetics brand which is owned by Hindustan Unilever and

run by CEO Puskharaj Shenai. Having Shraddha Kapoor, Kareena Kapoor as the
ambassador, it ranked at number 1 among the cosmetics brands in India. Lakme
started as a 100% subsidiary of Tata Oil Mills (Tomco). It was named after the
French opera Lakme, which itself is the French form of Lakshmi (the goddess of
wealth) who is renowned for her beauty. It was started in 1952 famously, because
the Prime Minister Jawaharlal Nehru was concerned that Indian women were
spending precious foreign exchange on beauty products and personally requested
JRD Tata to manufacture them in India. Simone Tata joined the company as
director and went on to become the chairperson. In 1996, Tata sold off their
stakes in Lakme Lever to HLL, for Rs 200 Crore (45 million US$).

In the Brand Trust Report 2012, Lakme was ranked 104th among India's most
trusted brands and following the next year it was ranked 71st among India's most
trusted brands. In 2014, Lakme was ranked 36th among India's most trusted
brands according to the Brand Trust Report 2014. The company is the title
sponsor for Lakme Fashion Week (LFW) a bi-annual fashion event which takes
place in Mumbai.
 ~ 13 ~

Company Profile

Parent Company – HLL

Category – Personal Care; Cosmetics

Sector – FMCG

Tagline – Look Beautiful, Feel Beautiful

Segment – Personal care items ------ Cosmetics, skin care, & hair styling products.

Brand extension to beauty services through Lakme beauty saloons

Target Group – All Indian Women

Positioning – A brand that takes care of you and your beauty needs.

Competitors - Revlon

Yardley

Maybelline

Loreal
 ~ 14 ~

SWOT Analysis

 Strengths
 Lakme was the first major beauty brand in India with a legacy of over
50 years
 Has a foot print of over 1200 assisted sales outlets, which is the
largest span of outlets with “Beauty Advisors” in the country
 Vast range of products and services offered
 Has a market share of around 20% in India
 Lakme started its new business in the beauty industry by setting up
Lakme Beauty Salons all over India (110 salons at present)
 Lakme brand boasts over 300 products, used in professional hair
salons in over 70 countries around the world

 Weaknesses
 People with sensitive skin avoid skincare products
 High service costs involved
 Reports regarding presence of Lead in lipsticks

 Opportunities
 Improving its bond with beauty and fashion is through the Lakme
Fashion Week, which is now the largest fashion event of its kind in
the country
 Lakme Beauty Training Academy set up in Mumbai, Delhi, Chennai

 Threats
International Brands coming into the domestic cosmetics market can
be a threat to the market share held by Lakme over the years
 Availability of cheap local brands and imitations
 ~ 15 ~

Lakme Varieties of
Lipsticks
 ~ 16 ~

Lakme Lip Love Care

Say hello to Lakme's newest offering, Lip Love Lip Care - a range of dual core lip
balms, the first of its kind in India. Available in 4 flavors - Cherry, Strawberry,
Peach and Vanilla. Lip Love is 'a little tint with lots of love'. Keep those lips
moisturized and protected with a winning combination of a luscious creamy core
along with a hint of tint and SPF 15. Lakme's Lip Love tinted sticks are here to
make sure you enjoy the best of both worlds!

Luxurious creamy core moisturizes your lips

Key Features

 Just the right hint of tint

 SPF 15 protection
 Easy glide
 Everyday casual essential

Product Price
Rs 200
 ~ 17 ~

Lakme 9 to 5 Lip colour

Lakmé Nine to Five brings you a range of 15 shades that sit on your lips all day
long. Enriched with Vitamin E; it conditions your lips & softens them with wheat
germ oil. So, perk those soft, smooth lips with a touch of matte.

Key Features

• High performance color fixes formula

• Shades suited for office wear

• Soft and smooth texture

• Matte Finish

• Vitamin E

• Wheat germ oil

• Travel friendly packaging

PRODUCT PRICE

Rs 400
 ~ 18 ~

Enrich Satin

One of Lakmé’s most popular and mainstay classic lipstick range, Lakmé Enrich
Satin lipsticks are back in a whole new avatar. A fresh, stylishly sleek look in its all
new metallic packaging makes it even more desirable.. The pallete has also gotten
trendier with 10 all new vibrant shades!

Launched over 15 years ago, the range now has 40 gorgeous shades that have left
lasting impressions on every Lakmé woman. Designed to match every Indian skin
tone our Lakmé Enrich Satin Lipsticks continue to keep your lips moisturized &
satin soft, with vibrant & long-lasting colour.

Key Features

 New packaging
 Range of 40 shades
 10 brand new shades
 Suitable for Normal to Dry Skin
 Contains vitamin E
 Contains olive extracts

PRODUCT PRICE

Rs. 260
 ~ 19 ~

Lakme Absolute Sculpt Studio Hi-

Definition Matte Lipstick

Lakmé Absolute’s latest range of high definition Sculpt lipsticks has arrived! One
stroke of contoured perfection is all you need to get a chiseled, long wear
experience with a rich matte finish. Available in 15 dramatic shades (the brightest
shades so far in the Absolute range), Lakmé Absolute Sculpt Studio Hi-Definition
Matte Lipstick is your go-to professional product that provides nothing less than
an expert finish.

KEY FEATURES:

 High colour pay off in one stroke

 Matte texture and finish
 Long lasting formula
 Highly recommended by Lakmé makeup experts
 Most vibrant matte collection from Lakmé Absolute

PRODUCT PRICE

Rs 700
 ~ 20 ~

Lakme Absolute Lip Pout

It’s time for the backstage trend to take center stage as Lakme introduces its very
own playful take on lip tints. Say hello to Lakme Absolute Lip Pouts - a chubby lip
colour pencil that gives you a luscious tint with a scintillating matte finish.
Available in 6 classic matte colors, Lakme Absolute Lip Pouts is your go-to lip tint
for that effortlessly vibrant and playful look.

KEY FEATURES

 Quick and easy application

 Matte finish with excellent colour pays off
 Comfortable application
 Retractable pencil that requires no sharpener
 Vibrant matte shades

PRODUCT PRICE

Rs. 650
 ~ 21 ~

Lakme Absolute Matte Lipstick

Enriched with Vitamin E & Wheat Oil, Lakmé Absolute Matte Lipcolor keeps your
lips soft, smooth & silky with every application.

KEY FEATURES

 Vitamin E
 Wheat Oil
 Long Lasting

PRODUCT PRICE

Rs 525
 ~ 22 ~

Lakme Absolute Creme Lipcolor

This Luxurious lip color gives higher colour delivery. Enriched with Vitamin E and
Wheat germ oil this rich creme stick keeps your lips silky, soft and smooth.

KEY FEATURE

 Vitamin E
 Wheat Germ Oil
 Long Stay
 Luscious Creamy Finish

PRODUCT PRICE

Rs 675
 ~ 23 ~

Lakme Absolute Gloss Stylist

Now get super luscious lips with this revolutionary gloss that gives you high shine,
high coverage for a lacquered finish. Recommended by Lakmé makeup artists for
super glossy lips.

KEY FEATURES

 Professional finish gloss

 High Shine, High coverage
 Lacquered finish
 Recommended by Lakme's make up experts

PRODUCT PRICE

Rs 700
 ~ 24 ~

Research Methodology

Research methodology is a careful investigation for enquiring in a systematic

method and finding a solution of a problem. It compromises defining and
redefining of a problem formulating hypothesis, collection and evaluation data,
making detection and reaching conclusion.

The research consists of following elements:

 Objective of study
 Sources of data
 Research design
 Sampling design

OBJECTIVE OF STUDY
 To understand the attitude and the perception of the respondents towards
cosmetic products.
 To understand the growth of cosmetic sectors in today’s scenario
 To study the respondents awareness towards lakme
 To know people’s perception about varieties of lakme lipsticks available in
the market
 To understand peoples consumer behavior with reference to cosmetics.
 ~ 25 ~

SOURCES OF DATA

 Primary Sources 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 well structured
questionnaire was personally administrated to the selected sample to
collect the primary data.

 Secondary Sources Of Data – Secondary data are those, which have been
collected by some other person for their purpose and published. Secondary
data are usually in the shape of finished products. External data were
generated from magazines, research books and internet.

 Research Design – The study was conducted as an explanatory sampling

survey method to collect to primary and secondary data.

 Sampling Design – The respondents of this dissertation was 100 cosmetic

users of different cosmetics companies in general out of which 60
respondent were user of Lakme in particular. As the dissertation was
focused on the consumer behavior and perception of the users towards the
cosmetic product (Lipstick) with special reference to lakme. The
respondents were personally contacted for the purpose of the study. The
questionnaire was used for survey and answered by women of different
age groups. Most of the respondents were in the age group of 18- 28 which
was having frequency of 68; 14 were in the age group of 28- 38; 10 were in
the age group of 38- 48; 8 respondents were of more than 48. Nearly half of
the respondents were students and a big chunk of the rest was employed
women.
 ~ 26 ~

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:

 Null Hypothesis
 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.
 ~ 27 ~

TYPES OF ERRORS

When a statistical Hypothesis is tested there are four possibilities:

 The hypothesis is true but the test rejects it (Type 1 error)

 The hypothesis is false but the test accepts it ( Type II 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 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.
 ~ 28 ~

PROCEDURE FOR TESTING HYPOTHESIS

 Set up a null hypothesis (Ho) and alternative hypothesis (H1) appropriate to

the test to be conducted
 Specify the suitable level of significance
 Decide the test criterion suitable to the test statistics.
 Calculate the value of the test statistics using the appropriate formula
 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 y2, 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.
 ~ 29 ~

DEGREE OF FREEDOM (DOF)

It is the number of classes to which the values can assigned arbitrarily without
violating the restrictions or limitations placed. It is calculated using the following
formulae.

DOF = (r – 1) * (c – 1)

Where,

r = number of rows

c = number of columns

DOF = (n -1)

Where,

n = number of pairs observed and expected values.

CONDITIONS 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.
 ~ 30 ~

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 (nominal, 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 more independent random samples are drawn
from the same population or not.

LIMITATIONS OF THE STUDY

 An underlying assumption for the entire project is that the details and the
feedback received from the population are true.
 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.
 Some of the respondents were not ready to fill the questionnaires and
some of them were not ready to come out openly.
 ~ 31 ~

TEST OF HYPOTHESIS
Whether the consumers are satisfied with Lipstick variations and services of
Lakme Company.

COSMETIC
CUSTOMER’S
PRODUCT SERVICES TOTAL
SATISFACTION
(Lipstick)
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 = 7.8

Test of statistics = (O – E) * 2/E

OBSERVED EXPECTED VALUE

(O – E)* 2 (O – E) * 2/E
VALUE (O) (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
 ~ 32 ~

Cal = 1.25

Tab = 7.88

CONCLUSION AND INTERPRETATION:

Since, the calculated value (1.25) is lesser than the tabulated value (7.88), null
hypothesis (Ho) is accepted, i.e. alternate hypothesis (Ha) is rejected. It means
consumers are satisfied by the product (lipstick) and services of LAKME.
 ~ 33 ~

QUESTIONNAIRE

1. Which company’s Lipstick are you using?

Ans: Table showing that Lipstick of which company are mostly used.

PARTICULARS FREQUENCY PERCENTANGE

LOREAL 20 20%
LAKME 60 60%
MABELLINE 15 15%
LOTUS 05 5%

GRAPHICAL INTERPRETATION

70%

60%

50%

40%

30%

20%

10%

0%
LOREAL LAKME MABELLINE LOTUS
 ~ 34 ~

2. Which makeup product are you using for regular use?

Ans: Table showing that which makeup product is being used on a regular basis.

PARTICULARS FREQUENCY PERCENTAGE

Eye Liner 12 12%
Khol kajal 20 20%
Lipstick 58 58%
Foundation 10 10%

GRAPHICAL INTERPRETATION

60%

50%

40%

30%

20%

10%

0%
Eye Liner Khol kajal Lipstick Foundation
 ~ 35 ~

3. Do you think that your product provides you with an option of healthy and
long lasting makeup?

Ans: Table showing the number of people who 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%

GRAPHICAL INTERPRETATION

60%

50%

40%

30%

20%

10%

0%
YES NO MAY BE NOT SURE
 ~ 36 ~

4. What is the reason that motivates you to use the products of a particular
company?

Ans: Table showing the reasons that motivates the respondents to buy particular
product.

PARTICULARS FREQUENCY PERCENTAGE

ECONOMICAL 35 35%
TREND SETTER 20 20%
MEASURABLE RESULTS 28 28%
EASILY AVAILABLE 17 17%

GRAPHICAL INTERPRETATION

ECONOMICAL
TREND SETTER
MEASURABLE RESULTS
EASILY AVAILABLE
 ~ 37 ~

5. Approximately how much do you spend in buying of Lipstick?

Ans: Table showing that how much the respondents invest in the buying of
cosmetics.

PARTICULARS FREQUENCY PERCENTAGE

BELOW Rs 500 68 68%
Rs 500 – Rs 1000 12 12%
Rs 1000 – Rs 2000 14 14%
Rs 2000 AND ABOVE 6 6%

GRAPHICAL INTERPRETATION

70%

60%

50%

40%

30%

20%

10%

0%
BELOW Rs 500 Rs 500 – Rs Rs 1000 – Rs Rs 2000 AND
1000 2000 ABOVE
 ~ 38 ~

6. Do you find your Lipstick economical?

Ans: Table showing that how many respondents find their cosmetics to be
economical.

PARTICULARS FREQUENCY PERCENTAGE

YES 49 49%
NO 30 30%
MAY BE 11 11%
NOT SURE 10 10%

GRAPHICAL INTERPRETATION

NOT SURE

MAY BE

NO

YES

0% 10% 20% 30% 40% 50% 60%

 ~ 39 ~

7. If you are being asked to choose among one of the varieties of lipstick that
you use, what would that be?

Ans: Table showing the best variety of lipstick of their brand.

PARTICULARS FREQUENCY PERCENTAGE

LAKME LIP LOVE CARE 32 32%
LAKME 9 – 5 LIP COLOUR 45 45%
LAKME ABSOLUTE LIP POUT 15 15%
LAKME ABSOLUTE GLOSS STYLIST 8 8%

GRAPHICAL INTERPRETATION

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
LAKME LIP LOVE LAKME 9 – 5 LIP LAKME ABSOLUTE LAKME ABSOLUTE
CARE COLOUR LIP POUT GLOSS STYLIST
 ~ 40 ~

8. What is the key factor which manipulates your decision while buying a Lakme
Lipstick?

Ans: Table showing the key factor which manipulates the respondents’ decision
while buying the product.

PARTICULARS FREQUENCY PERCENTAGE

PRICE 65 65%
ADVERTISEMENT 15 15%
BOTH 17 17%
NON OF THE ABOVE 3 3%

GRAPHICAL INTERPRETATION

70%
60%
50%
40%
30%
20%
10%
0%
 ~ 41 ~

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

Ans: Table showing the level of information of respondents on lakme as a brand.

PARTICULARS FREQUENCY PERCENTAGE

EXCELLENT 24 24%
GOOD 58 58%
MODERATE 10 10%
BAD 8 8%

GRAPHICAL INTERPRETATION

60%

50%

40%

30%

20%

10%

0%
EXCELLENT GOOD MODERATE BAD
 ~ 42 ~

10. Are you aware of the new advertisement campaign of Lakme Lipstick?

Ans: Table showing about the awareness of the new advertisement campaign of
Lakme Lipstick.

PARTICULARS FREQUENCY PERCENTAGE

YES 58 58%
NO 32 32%
CANNOT RECALL 10 10%

GRAPHICAL INTERPRETATION

PERCENTAGE

YES
NO
CANNOT RECALL
 ~ 43 ~

11. Are you aware of lakme saloon?

Ans: Table showing the awareness of respondents about the services provided by
lakme.

PARTICULARS FREQUENCY PERCENTAGE

YES 76 76%
NO 17 17%
HEARD 7 7%

GRAPHICAL INTERPRETATION

HEARD

NO

YES

0% 20% 40% 60% 80%

 ~ 44 ~

12. Have you ever experienced the services of lakme saloon?

Ans: Table showing how many of the respondents has experienced the services of
Lakme saloon.

PARTICULARS FREQUENCY PERCENTAGE

YES 17 17%
NO 63 63%
INTERESTED 20 20%

GRAPHICAL INTERPRETATION

70%

60%

50%

40%

30%

20%

10%

0%
YES NO INTERESTED
 ~ 45 ~

13. What is the difference you find between Lakme Lipsticks and other brands?

Ans: Table showing the difference found by the respondents, which make them
use Lakme lipstick over other brands.

PARTICULARS FREQUENCY PERCENTAGE

COLOUR SHADES 14 14%
PRICE 28 28%
QUALITY 18 18%
I DON’T USE 40 40%

GRAPHICAL INTERPRETATION

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
COLOUR SHADES PRICE QUALITY I DON’T USE
 ~ 46 ~

14. Mark Lakme Lipstick according to your taste and preferences.

Ans: Table showing the markings gave by the respondents according to their taste
and preferences

PARTICULARS FREQUENCY PERCENTAGE

EXCELLENT 51 51%
GOOD 32 32%
MODERATE 12 12%
NEEDS IMPROVEMENT 5 5%

GRAPHICAL INTERPRETATION

60%

50%

40%

30%

20%

10%

0%
EXCELLENT GOOD MODERATE NEEDS
IMPROVEMENT
 ~ 47 ~

FINDINGS

 Lakme is the clear market leader across all age groups and income levels
 Majority of the respondents i.e. 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 are using Maybelline and
only 5 are using Lotus lipsticks. This shows that lakme has more number of
women using it.
 The dissertation shows that maximum number of the respondents is using
Lipstick and Kohl Kajal more than any other makeup products.
 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
sense that the brand uses more of chemicals in its composition
 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
 68 respondents spend below Rs 500 on their cosmetics. However there are
many people i.e. 14 who spend Rs 1000 – Rs 2000 in cosmetics
 Lakme 9 -5 lip colour is the most popular lipstick and mostly used by the
office goers. Followed by Lakme lip love care which is very handy among
the teenagers.
 Most of the respondents buy Lakme products due its price effectiveness
and quality.
 58 of the respondents have good knowledge about Lakme as a brand
 48 respondents are satisfied with the services provided by Lakme
 53 respondents are satisfied with the Lipstick product of Lakme.
 ~ 48 ~

SUGGESTIONS

 The company must launch affordable cosmetic products. So that it will

attract more of young women.

 Lakme should also launch some cosmetic products for males. Today, boys
are even more concerned about their looks.

 Lakme should reduce the price of the services provided by the Lakme
saloon, to make it more affordable for everyone.

 Lakme can start contests for free makeover of women it will give a good
publicity

 Lakme should give their product’s advertisement in collaboration with

some hit movies.

 Lakme tied up with HUL. Thus it must advertise in these websites also.

 Lakme should advertise in fashion websites like Vogue.com and

feminaindia.com.

 Understanding the customer better will allow Lakme to design appropriate

products, determine pricing correctly and increase profitability
 ~ 49 ~

CONCLUSION

The different information or benefits derived from the in depth study of the
above mentioned information sources are as follows:

 It helps us to know that what is actually consumer behavior and what are
the factors that affect the buying behavior of consumers. It also helps us to
know how perception can have a positive and a negative impact on the
consumer behavior.

 This section helped us in knowing that 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.

 There are many other companies posing tough competition to lakme i.e.
Revlon, Maybelline, Loreal, Lotus etc…

 All the marketing information sources has given a significant contribution to

the detailed theoretical perspective for the research i.e. about consumer
behavior and perception

 World Wide Web also worked as a highly important information source as it

provides updated information for the research relating to various areas.
 ~ 50 ~

BIBLIOGRAPHY

 www.Lakmeindia.com
 www.wikkipedia.com
 www.lakmesaloon.com
 www.hindustanunilever.com
 www.feminaindia.com

List of Journals

 Kotler.P. (1997) Marketing management: analysis,

planning, implementation and control. London:
Prentice Hall.
 Solomon,M.R (1996) Consumer behavior, Englewood
cliffs, NJ: Prentice Hall.
 Palmer, A. (2000) Principle of Marketing, Oxford:
Oxford University Press.