A

Project Report
On

‘Study On Customer Satisfaction

Towards L’Oréal Products’

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration (MBA)

Session: 2023-2025

Under the Supervision of: Submitted By:

Dr. Sudha Panwar Nishu

.…………………. MBA 4th Semester
K.A.I.M Roll No. -
Charkhi Dadri Uni. Roll No.-

Kedarnath Aggarwal Institute of Management, Charkhi Dadri

(Affiliated to M.D. University, Rohtak)

1
2
 Declaration Certificate

I hereby declare that the research work titled “Study On Customer Satisfaction Towards L’Oréal
Products” is an original work undertaken by me for the purpose of academic research. The research
has been carried out under the supervision of Dr. Sudha Panwar and has not been submitted for any
other degree or examination.

All the information, data, and sources used in this study have been duly acknowledged and cited. The
research includes findings derived from surveys, interviews, and secondary data sources, and all the
interpretations are my own based on the analysis conducted.

I also declare that this research follows the ethical guidelines of academic research, and proper care
has been taken to ensure that the study respects the rights of participants and adheres to the standards
set by the institution.

I take full responsibility for the accuracy of the data and conclusions presented in this study.

Place: Charkhi Dadri

Date:19-3-2025
Nishu
RollNo-23031
MBA 4thSemester
MDU,Rohtak
Signature

Dr. Sudha Panwar

Charkhi Dadri
HR with Marketing

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 Introduction to the Cosmetics Industry

Global Overview

The cosmetics industry is a vibrant and evolving sector, focused on products that enhance or alter
appearance, improve personal hygiene, and contribute to overall self-care. It encompasses a wide
range of offerings, including makeup, skincare, haircare, fragrances, and toiletries. Here's a brief
overview:

1. Origins and Growth: Historically, cosmetics have been used for thousands of years, from
ancient Egyptian kohl eyeliner to Roman perfumes. Today, the industry has grown into a multi-
billion-dollar global enterprise, driven by innovation, marketing, and cultural influences.

2. Major Categories:

o Makeup: Products like foundation, lipstick, mascara, and eyeshadow, designed to

enhance facial features.

o Skincare: Lotions, creams, serums, and treatments targeting skin health and
appearance.

o Haircare: Shampoos, conditioners, styling gels, and treatments for hair maintenance
and aesthetics.

o Fragrances: Perfumes, colognes, and body sprays for a pleasing scent.

o Toiletries: Everyday essentials like deodorants, soaps, and oral care products.

3. Trends and Innovations:

o Sustainability: Eco-friendly packaging and cruelty-free products are gaining

popularity.

o Technology Integration: Virtual try-on tools and personalized skincare routines

powered by AI.

o Natural Ingredients: A growing preference for plant-based and organic formulations.

Key Players: The industry is home to giants like L'Oréal, Estée Lauder, and Procter & Gamble,
alongside countless niche and indie brands.

Market Overview

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 Valued at over $500 billion globally, the cosmetics industry is expected to continue its upward
trajectory due to increasing consumer awareness, rising disposable income, and evolving
beauty standards. Major markets include North America, Europe, and Asia-Pacific, with
emerging markets in Africa and Latin America showing strong potential.

Market Dynamics: It's heavily influenced by fashion trends, celebrity endorsements, cultural
shifts, and technological advancements.

Challenges
 Regulatory compliance and product safety.
 Counterfeit products in online marketplaces.
 Market saturation and intense competition.

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6
 Introduction to the Indian Cosmetics Industry
Overview and Growth

The Indian cosmetic industry has witnessed a rapid growth over the last couple of decades. With
the advancement in technology, globalization and increased purchasing power, the consumers in
recent years have become more aware of hygiene and beauty, which is the foremost reason
behind the rapid development of cosmetic industry. In the present scenario, changing life style,
higher disposable income, increasing advertisement, rising status, migration of people, demand
for superior quality, changing consumer preference and the advertisements resulted into a
paradigm shift in the behaviour of women in the purchase and use of cosmetics. The rise in the
number of women joining the work force over the decade enhanced the purchasing power of
women community. Kerala has a privilege to have a wide client base in cosmetic industry. High
literacy rate and rapid urbanization of Kerala led to a rapid growth in employment among the
women which led to an increase in the demand for cosmetic products in Kerala. The present
study makes an attempt to measure the level of satisfaction of female cosmetic consumers about
the quality, design, ingredients, and safety of cosmetic products.

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Kerala is one of the fastest urbanising regions in the country. Exposure to markets, acceptability
and proximity to modern amenities has resulted in a change in taste and preference of the
consumers. The migration of people to the Gulf and the European countries has also resulted in
unexpected change in socio- economic condition of Keralites. This resulted in the entry of
females to various fields of work and their desire to look beautiful and attractive has provided an
activism to cosmetic industry. The high literacy rate and rapid urbanisation of Kerala led to a
rapid growth in employment among the women which led to an increase in the demand for
cosmetic products in Kerala. The present study focuses on the behaviour of females who
purchase and use cosmetics in Kerala. The different types of cosmetic products considered for
the study include Lip care products, Eye care products, Nail care products and skin care
products. For the purpose of study, the selected leading manufactures such as Revlon, Lakme,
L‟Oreal, Himalaya and the leading unbranded cosmetic products manufacturers were taken
together as a group.

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India’s cosmetics industry is undergoing a transformative shift, emerging as one of the most
dynamic and promising segments within the country’s fast-moving consumer goods (FMCG)
sector. Backed by a population of over 1.4 billion, increasing urbanization, and a rising middle-
class demographic with growing disposable incomes, the Indian beauty and personal care (BPC)
market is not just expanding—it is evolving.

The Indian cosmetics market, valued at approximately USD 15–20 billion in 2024, is expected to
grow at a *CAGR of over 10%* through 2030, outpacing several global markets. Skincare,
haircare, color cosmetics, fragrances, and men’s grooming are key segments driving this growth.
The market is fueled by a youthful consumer base, with over 65% of the population under the
age of 35, increasingly influenced by digital media, global trends, and a heightened focus on
self-care and appearance.

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Evolving Consumer Preferences

Modern Indian consumers are more informed, brand-conscious, and experimental than ever
before. While legacy brands still enjoy strong market share, *there is a clear shift toward
products that are natural, organic, cruelty-free, and sustainable*. The rise of niche, homegrown
brands like Forest Essentials, Mamaearth, and Sugar Cosmetics illustrates this changing
mindset. Consumers are also prioritizing ingredient transparency and ethical sourcing, giving rise
to new marketing narratives centered on “clean beauty.”

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Digital Transformation and Influencer Economy

The digital revolution has significantly reshaped how beauty products are marketed and sold in
India. Platforms like Instagram, YouTube, and increasingly, regional language content on
TikTok-like apps and YouTube Shorts, have democratized beauty consumption. *Influencer-led
marketing strategies have become core to brand positioning*, with collaborations driving high
engagement and conversion rates.

Moreover, *D2C (Direct-to-Consumer) models* and *e-commerce platforms* like Nykaa,

Purplle, Amazon, and Flipkart have drastically improved product accessibility, especially in
Tier 2 and Tier 3 cities—markets that were once considered difficult to penetrate. Data-driven
personalization and digital-first product launches have also become standard practices for
marketers aiming to capture India’s diverse consumer base.

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*Regional Diversity and Cultural Nuance

Marketing in India requires a deep understanding of regional diversity. Beauty ideals, skin tones,
hair types, and purchasing power vary widely across states and urban-rural divides. Successful
marketing campaigns often leverage localized messaging, multilingual content, and region-
specific product innovations to build trust and brand resonance.

For example, fairness creams once dominated the Indian beauty narrative, but today, *inclusive
beauty is gaining traction*, with brands launching products in diverse shade ranges and
celebrating a broader spectrum of beauty.

Competitive Landscape

The Indian cosmetics industry features a mix of *global giants* (L’Oréal, Unilever,
EstéeLauder), *established Indian players* (Hindustan Unilever, Dabur, Emami), and
*emerging D2C disruptors* (Wow Skin Science, Plum, The Moms Co.). Each is vying for
attention in a highly competitive but opportunity-rich landscape.

Brand loyalty is no longer guaranteed—consumers are willing to switch for better value,
innovation, or alignment with their personal values. As such, *marketing professionals must
continuously adapt their brand strategies*, invest in community-building, and remain agile in
product development.

Trends Driving the Market

- *Clean & Sustainable Beauty:* Products that are eco-friendly, vegan, and free from harmful
chemicals are in high demand.

- *Customization &Personalization:* AI-driven skincare diagnostics and personalized routines

are emerging.

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 - *Men’s Grooming Boom:* The segment is growing fast, with skincare, beard care, and
fragrances leading.

- *Hybrid Beauty:* Skincare-makeup hybrids (e.g., foundation with SPF and serum
ingredients) are gaining traction.

- *Experience-first Retail:* Both online and offline, experiential marketing is essential—AR

try-ons, beauty kiosks, and influencer-led events are commonplace.

Challenges and Opportunities

Despite its growth, the Indian cosmetics industry faces challenges such as regulatory hurdles,
counterfeit products, and the need for better infrastructure in rural areas. However, the increasing
purchasing power of consumers, coupled with the growing influence of digital platforms,
presents significant opportunities for brands to expand their reach and innovate.

Future Outlook

The Indian cosmetics industry is poised for continued growth, driven by factors such as
urbanization, changing lifestyles, and the rising popularity of e-commerce. As consumers
become more conscious of their choices, brands are likely to focus on sustainability, inclusivity,
and personalization to cater to diverse needs.

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Conclusion

The Indian cosmetics industry is not just thriving—it is redefining itself with every passing
quarter. For marketing professionals, this space offers an exciting blend of data-driven strategy,
creative storytelling, and a need for cultural empathy. With the right mix of innovation,
localization, and purpose-driven branding, brands can not only capture market share but also
build long-term consumer loyalty in one of the world’s most promising beauty markets

Introduction to L’Oréal
1. Company Overview

FOUNDING AND GROWTH

L'Oréal traces its origins to 1909 when French chemist EugèneSchueller developed a
revolutionary hair dye formula called Oréale. He established the Société Française de
TeinturesInoffensives pour Cheveux (Safe Hair Dye Company of France), which later became
L'Oréal. By 1920, the company had three chemists, growing to 100 employees by 1950, and
reaching over 85,000 employees worldwide by 2021. Initially focused on hair coloring, L'Oréal
quickly expanded into other beauty and cleansing products, making its products widely available
across salons, perfumeries, supermarkets, pharmacies, and direct mail channels.,

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 Company is a global leader in the beauty and cosmetics industry. Headquartered in Paris,
France, the company has built a legacy of innovation, quality, and sustainability over more than a
century. L’Oréal operates in over 150 countries and offers a diverse portfolio of products,
including skincare, haircare, makeup, and fragrances. Its brands cater to a wide range of
consumer segments, from luxury to mass-market, ensuring accessibility and inclusivity.

L’Oréal’s commitment to research and development is unparalleled, with significant investments

in cutting-edge technology and sustainability initiatives. The company’s mission, "Beauty for
All," reflects its dedication to providing high-quality products that meet the diverse needs of
consumers worldwide.

2. Vision and Mission

 Vision: “To offer all women and men worldwide the best of cosmetics innovation in terms of
quality, efficacy, and safety.”

 Mission: Committed to beauty for all, L’Oréal aims to make beauty inclusive, sustainable,
and cutting-edge, driven by science and technology.

3. Product Portfolio

L’Oréal’s vast product range is divided into four key divisions:

 Consumer Products: L’Oréal Paris, Garnier, Maybelline New York

 L’Oréal Luxe: Lancôme, Yves Saint Laurent, Giorgio Armani Beauty

 Professional Products: L’Oréal Professionnel, Kérastase, Matrix

 Active Cosmetics: Vichy, La Roche-Posay, CeraVe

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These cover skincare, haircare, makeup, fragrances, and dermo-cosmetics.

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 4. Global Presence

 Operates in 150+ countries

 Owns 40+ international brands

 Employs over 85,000 people

 Strong presence in Europe, Asia-Pacific, North America, and Latin America

5. Innovation and Research

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 L’Oréal places a strong emphasis on scientific research and innovation:

 Owns 20+ research and innovation centers globally

 Invests heavily in R&D, particularly in green sciences, AI, and personalized beauty

 Pioneers in sustainable and ethical beauty innovations

6. Sustainability and Ethics

L’Oréal is a leader in sustainability:

 Launched the “L’Oréal for the Future” program aiming for carbon neutrality by 2025

 Promotes cruelty-free testing and eco-friendly packaging

 Focuses on diversity, inclusion, and gender equality in the workplace

7. Achievements and Recognition

 Ranked consistently among the world’s most ethical and sustainable companies

 Leading position in digital beauty transformation

 Received multiple awards for CSR (Corporate Social Responsibility) and innovation

8. Conclusion

L’Oréal is not just a global cosmetics giant—it is a symbol of innovation, sustainability, and
inclusivity in beauty. With a century-long legacy and forward-looking vision, L’Oréal continues
to redefine the global beauty landscape.

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L’Oréal’s Operations in India

Entry and Growth in India

L’Oréal entered the Indian market in 1994 and has since established itself as a trusted and
admired beauty leader. Over the years, the company has adapted its global strategies to align
with the unique preferences and aspirations of Indian consumers. India, with its diverse
demographics and growing middle class, represents a significant market for L’Oréal.

Product Portfolio

L’Oréal India offers a wide range of products across various categories:

Mass-Market Brands: L’Oréal Paris, Garnier, and Maybelline New York are popular among
Indian consumers for their affordability and quality.

Luxury Brands:Lancôme, Yves Saint Laurent, and Kiehl’s cater to the premium segment,
offering high-end skincare and makeup products.

Professional Products: L’Oréal Professionnel, Matrix, and Kérastase are widely used in
salons, reflecting the company’s influence in the professional beauty industry.

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Dermocosmetics: Recently, L’Oréal introduced its Dermatological Beauty Division in India,
featuring brands like CeraVe, which focus on skincare solutions recommended by
dermatologists.

Manufacturing and Distribution

L’Oréal India operates two manufacturing facilities located in:

1. Chakan, Maharashtra

2. Baddi, Himachal Pradesh

These facilities produce approximately 90% of the products sold in India, ensuring cost
efficiency and local relevance. The company’s robust distribution network spans urban and rural
areas, making its products accessible to a wide audience.

Innovation and Sustainability

L’Oréal India is committed to innovation and sustainability. The company has invested in
Research and Innovation (R&I) facilities in Mumbai and Bengaluru, focusing on developing
products tailored to Indian skin and hair types. Sustainability initiatives include eco-friendly
packaging and efforts to reduce the environmental impact of manufacturing processes.

Digital Transformation

L’Oréal India has embraced digital platforms to enhance customer engagement and drive e-
commerce sales. The company leverages social media, influencer marketing, and virtual try-on
tools to connect with tech-savvy Indian consumers. Digital campaigns have played a crucial role
in promoting products like Garnier Vitamin C Serum and Maybelline Superstay Vinyl Ink.

Social Impact

L’Oréal India actively contributes to social causes through initiatives like:

Women in Science Scholarship Program: Encouraging young women to pursue careers in

science.

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 COVID-19 Relief Efforts: Supporting healthcare workers and communities during the
pandemic.

Market Position

L’Oréal India is a market leader in categories like hair color and men’s grooming. The
company’s ability to blend global expertise with local insights has been instrumental in its
success. As India’s beauty and personal care market continues to grow, L’Oréal is well-
positioned to capitalize on emerging opportunities.

Competitors of L’Oréal
L'Oréal, the world’s largest cosmetics and beauty company, faces strong competition globally
and in India. Here's a detailed look at L’Oréal's competitors both worldwide and within the
Indian market, categorized by product segment.

Global Competitors of L’Oréal

L'Oréal operates across four major segments: skincare, haircare, makeup, and fragrance Its
global competitors vary across these segments:

1. Procter & Gamble (P&G)

- **Strengths**: Haircare (Head & Shoulders, Pantene), skincare (Olay), grooming (Gillette).

- **Market Position**: Strong in mass-market personal care, especially in North America and
Asia.

-Competition with L’Oréal: Haircare and skincare.

2. Unilever

- **Strengths**: Dove, Pond’s, Sunsilk, Tresemmé, Axe, and Lux.

- **Market Position**: Strong in emerging markets (Asia, Africa), broad portfolio.

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- **Competition with L’Oréal**: Skin and haircare, and also personal hygiene.

3. **Estée Lauder Companies**

- **Strengths**: Premium/luxury cosmetics and skincare (Estée Lauder, Clinique, MAC, La

Mer).

- **Market Position**: Strong in luxury skincare and color cosmetics.

- **Competition with L’Oréal**: Luxury and prestige segment.

4. **Shiseido (Japan)**

- **Strengths**: Skincare, makeup, and fragrances (Shiseido, NARS, Clé de Peau).

- **Market Position**: Leader in Asia-Pacific, increasingly global.

- **Competition with L’Oréal**: Skincare and prestige brands.

5. **Coty Inc.**

- **Strengths**: Fragrances (Calvin Klein, Gucci, Hugo Boss), and color cosmetics (CoverGirl,
Rimmel).

- **Market Position**: Focused on fragrances and color cosmetics.

- **Competition with L’Oréal**: Makeup and fragrance.

6. **Beiersdorf AG (Germany)**

- **Strengths**: Skincare (Nivea, Eucerin).

- **Market Position**: Strong in mass-market skincare.

- **Competition with L’Oréal**: Skincare.

7. **Johnson & Johnson (Consumer Health)**

- **Strengths**: Clean & Clear, Neutrogena, Aveeno.

- **Market Position**: Mass-market dermatology and skincare.

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- **Competition with L’Oréal**: Skincare.

8. **Revlon (US)**

- **Strengths**: Color cosmetics, hair dyes.

- **Market Position**: Mass-market and salon products.

- **Competition with L’Oréal**: Hair color and makeup.

L’Oréal Competitors in India

India is a fast-growing beauty market, and L'Oréal competes with both **global giants** and
**strong domestic brands**.

1. **Hindustan Unilever Limited (HUL)**

- **Key Brands**: Lakmé, Dove, Pond’s, Tresemmé, Sunsilk, LUX.

- **Competition**: All categories – skincare, haircare, and cosmetics.

- **Position**: Arguably L’Oréal’s strongest competitor in India due to scale, distribution, and
brand familiarity.

2. **Procter & Gamble India**

- **Key Brands**: Olay, Pantene, Head & Shoulders.

- **Competition**: Haircare and skincare.

3. **Emami**

- **Key Brands**: BoroPlus, Fair and Handsome, Kesh King.

- **Position**: Strong presence in tier-2/3 cities and rural areas.

- **Competition**: Affordable skincare and hair oils.

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4. **Godrej Consumer Products**

- **Key Brands**: Godrej Expert (hair color), Cinthol, BBlunt.

- **Competition**: Hair color and grooming.

5. **Dabur India**

- **Key Brands**: Dabur Vatika, Gulabari, Fem.

- **Position**: Natural and ayurvedic personal care.

- **Competition**: Haircare and skincare.

6. **Nykaa (FSN E-Commerce Ventures)**

- **Strengths**: Started as a retailer, now launching own brands (Nykaa Cosmetics, Nykaa
Naturals).

- **Competition**: Makeup and skincare, especially among younger consumers.

7. **Colorbar and Sugar Cosmetics**

- **Position**: Indian brands focused on millennials, strong digital presence.

- **Competition**: Makeup segment.

8. **Patanjali Ayurved**

- **Key Brands**: Patanjali Herbal Shampoo, Aloe Vera Gel, etc.

- **Position**: Ayurveda-based skincare and haircare at affordable prices.

- **Competition**: Natural/ayurvedic segment.

Market Strategy Comparison (India vs. Global)

| Factor | Global L’Oréal Strategy | India L’Oréal Strategy |

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 |---------------------|----------------------------------------|-------------------------------------------|

| **Price Segments** | Premium & mass market | Focused on premium but expanding
affordable lines |

| **Brand Positioning** | Strong luxury + dermatologist-backed | Emphasizes beauty science +

aspirational branding |

| **Key Brands** | Lancôme, Garnier, L’Oréal Paris, Maybelline | L’Oréal Paris, Garnier,
Maybelline |

| **Retail Focus** | Online + brick-and-mortar | Digital, modern trade, salons |

SWOT Analysis – L’Oréal (Global + India)

Strengths
 World’s Largest Beauty Brand: Extensive portfolio – skincare, makeup, haircare, fragrance.
 Strong Brand Portfolio: Maybelline, L’Oréal Paris, Garnier, Lancôme, Kiehl’s, La Roche-Posay.
 Innovation Powerhouse: Heavy investment in R&D; 20+ research centers globally.
 Omnichannel Mastery: Strong in retail, e-commerce, salon, and dermatological networks.
 Global Footprint: Presence in over 150 countries, including a growing foothold in India.

Weaknesses

 Premium Pricing: Not as competitive in India’s highly price-sensitive rural and middle-class markets.
 Limited Natural/Ayurvedic Range: Weak presence in the booming herbal/natural products segment,
especially in India.
 Dependency on Urban Markets: Less rural penetration compared to local Indian players.

Opportunities

 Rising Beauty Consciousness in Tier-2/3 Cities (India).

 Ayurveda & Organic Expansion: Collaborations or acquisitions of ayurvedic brands.
 Men’s Grooming & Personal Care: Fast-growing segment in India.
 Digital & Influencer Marketing: Increasing shift toward D2C models and beauty tech.

Threats

 Intense Competition from Domestic Players: HUL, Dabur, Emami, and new-age D2C brands.
 Local Preferences: Regional beauty needs differ (skin tone, hair texture, climate).
 Counterfeit & Gray Market: A challenge especially in e-commerce.

L’Oréal Brand Ambassadors

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 As of April 2025, L’Oréal Paris boasts a diverse and influential roster of brand ambassadors both globally
and in India. These individuals embody the brand's core values of inclusivity, empowerment, and
innovation.

L’Oréal Brand Ambassadors in India

Alia Bhatt

In September 2024, Alia Bhatt was appointed as a global brand ambassador for L’Oréal Paris.
Recognized by Time Magazine as one of the 100 Most Influential People of 2024, Alia is
celebrated for her versatile acting, entrepreneurial ventures, and commitment to sustainability.
She debuted her role at the Le Défilé L’Oréal Paris runway during Paris Fashion Week in
September 2024, aligning with the brand's theme "Walk Your Worth" .

Appointed as a global brand ambassador in September 2024, Alia Bhatt embodies L’Oréal Paris's values of
empowerment and inclusivity.

 Campaigns:
o "My Worth, My Choice": This campaign addresses societal expectations placed on Indian
women, encouraging them to define their self-worth on their own terms. Alia's involvement
brings authenticity to the message, inspiring women to pursue their aspirations without
limitations.
o Le Défilé L’Oréal Paris at Paris Fashion Week 2024: Alia debuted as a global ambassador
by walking the runway at this event, themed "Walk Your Worth," symbolizing women's
empowerment and self-expression.

Anushka Sharma

Announced as a brand ambassador for L’Oréal Paris in India, Anushka Sharma

represents the brand's commitment to inclusivity and innovation in skincare.

Campaigns:

o Glycolic Bright Range: Anushka is set to feature in a campaign film shot in Paris, promoting
this skincare line that emphasizes scientific innovation and dermatologist validation

Aishwarya Rai Bachchan

A long-standing global ambassador, Aishwarya Rai Bachchan continues to represent L’Oréal

Paris, bringing her international acclaim and elegance to the brand's campaigns.

Global Brand Ambassadors

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 L’Oréal Paris collaborates with a diverse group of international celebrities to represent its brand
across various campaigns:

Kendall Jenner

Appointed in July 2023, Kendall Jenner participated in L’Oréal Paris' "Le Défilé Walk Your
Worth" event during Paris Fashion Week in September 2024, showcasing the brand's
commitment to women's empowerment

Campaigns:

 Le Défilé L’Oréal Paris 2024: Kendall walked the runway during Paris Fashion Week, showcasing
the brand's commitment to celebrating women's worth and individuality.
 Product Promotions: Featured in campaigns for the Infallible Matte Resistance Lipstick and
Panorama Mascara, aligning with her personal journey toward self-acceptance and empowerment.

Gillian Anderson

In early 2025, acclaimed actress Gillian Anderson joined as a global ambassador, focusing on
empowering women over 50 and embracing aging gracefully .

Campaigns:

 Aging and Empowerment Initiatives: Gillian leads campaigns that challenge traditional beauty
standards, encouraging women to embrace aging with confidence and authenticity.

Reneé Rapp

The singer and actress, known for her role in the "Mean Girls" musical and film, was named a
global ambassador in early 2025, aligning with L’Oréal's appeal to younger audiences .

Campaigns:

o Inclusivity and Individuality: Reneé's campaigns focus on celebrating individuality and

empowering women to express themselves authentically, resonating with younger audiences.

Other Notable Ambassadors

Viola Davis , Jane Fonda ,Eva Longoria, Elle Fanning, Camila Cabello
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These ambassadors collectively represent L’Oréal Paris's global vision of beauty, diversity, and
empowerment.

Introduction to the Topic: Customer Satisfaction Towards

L’Oréal Products
Customer satisfaction is a critical metric for evaluating the success and sustainability of any
brand, and this holds especially true for L’Oréal, a global leader in the beauty and cosmetics
industry. As a company that operates in over 150 countries and offers a diverse range of
products, L’Oréal's ability to meet and exceed customer expectations is pivotal to its market
dominance and reputation.

Understanding Customer Satisfaction

Customer satisfaction refers to the degree to which a product or service meets or surpasses the
expectations of its users. It is influenced by various factors, including product quality, pricing,
packaging, availability, and customer service. For a brand like L’Oréal, which caters to a wide
demographic with varying needs and preferences, understanding and enhancing customer
satisfaction is essential for maintaining loyalty and fostering long-term relationships.

Relevance of Customer Satisfaction for L’Oréal

L’Oréal's extensive product portfolio includes skincare, haircare, makeup, and fragrances,
catering to both luxury and mass-market segments. The company’s commitment to innovation,
sustainability, and inclusivity has earned it a loyal customer base. However, in a competitive
industry like cosmetics, where consumer preferences are constantly evolving, customer
satisfaction serves as a key differentiator.

OBJECTIVES OF THE STUDY

Evaluate overall consumer satisfaction with L'Oréal products across different categories
(skincare, haircare, makeup).

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Identify the key factors that influence consumer satisfaction, such as product quality, price, and
packaging.

Understand how price impacts satisfaction and whether consumer feel L'Oréal products offer
good value for money.

By analyzing customer satisfaction, L’Oréal can: -

Identify strengths and areas for improvement in its product offerings. –

Tailor its marketing strategies to align with consumer preferences. –

Enhance its brand image and reputation in the global market.

Factors Influencing Customer Satisfaction with L’Oréal Products

1. Product Quality: L’Oréal is renowned for its high-quality products, developed through
extensive research and innovation. Customers often appreciate the effectiveness and safety of its
formulations.

2. Pricing: While L’Oréal offers products across various price points, affordability remains a
critical factor for many consumers, especially in emerging markets like India.

3. Packaging: Attractive and functional packaging enhances the overall customer experience
and plays a significant role in influencing purchase decisions.

4. Availability: L’Oréal's robust distribution network ensures that its products are accessible to
customers in both urban and rural areas. However, occasional stock shortages can impact
customer satisfaction.

5. Customer Service: Prompt and efficient customer support further strengthens the relationship
between the brand and its customers.

.Scope of the Study

 The scope of studying L’Oréal products encompasses an in-depth exploration of its

diverse product range, spanning skincare, haircare, makeup, and fragrances, and how
these are positioned across various consumer segments such as luxury, mass-market, and
professional.

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  It includes analyzing L’Oréal’s approach to targeting different demographics globally,
understanding consumer preferences and behaviors and evaluating the company's brand
image and positioning in the beauty industry.
 Key elements also involve examining L’Oréal’s commitment to innovation, such as
advancements in R&D and sustainable ingredient sourcing, alongside its digital
marketing and e-commerce strategies.

In conclusion, customer satisfaction is not just measure of L’Oréal's success but also a driving
force behind its innovation and growth. By continuously striving to meet and exceed customer
expectations, L’Oréal reinforces its position as a trusted and admired brand in the beauty
industry.

Significance of the Study

The significance of studying customer satisfaction towards L’Oréal products lies in its ability to
provide valuable insights that benefit not only the company but also its customers, stakeholders,
and the cosmetics industry as a whole. Here’s a detailed exploration of why this study is
important:

1. Understanding Consumer Preferences

The study helps L’Oréal gain a deeper understanding of its customers' needs, preferences, and
expectations. By analyzing factors such as product quality, pricing, packaging, and availability,
the company can identify what drives customer satisfaction and loyalty. This understanding
enables L’Oréal to tailor its products and services to better meet consumer demands.

2. Enhancing Product Offerings

Customer feedback collected through this study can guide L’Oréal in improving its existing
product lines and developing new ones. For instance:

- If customers express a preference for natural and organic ingredients, L’Oréal can focus on
creating eco-friendly products.

30
- If affordability is a concern, the company can introduce more budget-friendly options without
compromising quality.

3. Strengthening Brand Loyalty

Satisfied customers are more likely to remain loyal to a brand and recommend it to others. This
study helps L’Oréal identify the factors that contribute to customer loyalty, such as trust in the
brand, consistent product quality, and effective customer service. By addressing areas of
dissatisfaction, L’Oréal can strengthen its relationship with customers and foster long-term
loyalty.

4. Competitive Advantage

In a highly competitive industry like cosmetics, customer satisfaction serves as a key

differentiator. This study provides L’Oréal with insights into how it compares to competitors in
terms of customer satisfaction. By leveraging these insights, the company can refine its strategies
to gain a competitive edge in the market.

5. Driving Business Growth

Customer satisfaction is directly linked to business performance. Satisfied customers are more
likely to make repeat purchases, try new products, and spend more on premium offerings. This
study helps L’Oréal identify opportunities to enhance customer satisfaction, which in turn drives
revenue growth and market share.

6. Informing Marketing Strategies

The findings of this study can inform L’Oréal’s marketing and communication strategies. For
example:

- If customers value sustainability, L’Oréal can highlight its eco-friendly initiatives in marketing
campaigns.

- If customers appreciate innovative packaging, the company can emphasize this aspect in
advertisements.

31
 7. Supporting Decision-Making

The study provides data-driven insights that support strategic decision-making at L’Oréal.
Whether it’s launching a new product, entering a new market, or revising pricing strategies, the
company can rely on the findings of this study to make informed choices.

8. Promoting Innovation

Customer feedback often highlights unmet needs and emerging trends. This study encourages
L’Oréal to innovate by addressing gaps in the market and staying ahead of industry trends. For
instance, the growing demand for cruelty-free and vegan products can inspire L’Oréal to expand
its offerings in this segment.

9. Enhancing Customer Experience

Beyond products, customer satisfaction encompasses the overall experience, including

interactions with the brand, ease of purchase, and after-sales service. This study helps L’Oréal
identify areas where it can enhance the customer journey, such as improving online shopping
platforms or providing better customer support.

10. Contributing to Industry Knowledge

The findings of this study contribute to the broader understanding of customer satisfaction in the
cosmetics industry. It serves as a reference for other companies, researchers, and policymakers
interested in improving consumer experiences and fostering industry growth.

11. Addressing Regional and Cultural Differences

For a global brand like L’Oréal, understanding regional and cultural differences is crucial. This
study helps the company adapt its products and strategies to suit the preferences of diverse
markets, such as India, where traditional and herbal products are highly valued.

12. Building a Sustainable Future

As consumers become more conscious of environmental and social issues, their satisfaction is
increasingly tied to a brand’s sustainability efforts. This study enables L’Oréal to align its
32
 practices with consumer values, such as reducing plastic waste, using ethically sourced
ingredients, and supporting community initiatives.

In conclusion, the significance of this study extends beyond measuring customer satisfaction. It
provides actionable insights that empower L’Oréal to enhance its products, strengthen its brand,
and contribute to the growth of the cosmetics industry. By prioritizing customer satisfaction,
L’Oréal not only ensures its own success but also sets a benchmark for excellence in the beauty
market.

Review of Literature
The review of literature provides a comprehensive understanding of previous studies and
research conducted on customer satisfaction, particularly in the cosmetics industry and with
reference to L’Oréal products. It highlights key findings, methodologies, and insights that
contribute to the current study.

According to theory, consumer choose a brand they recognize, before an unfamiliar brand. If the consumer
do not choose according to theories, what are the factors that have a greater effect on the buying behaviour?

There is not much research about the effect of brand awareness on brand choice, which is why this subject
was investigated. One of the purpose of this dissertation was to do a research about brand awareness, to see
to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives
was to determine if there were any differences in buying behaviour between the choosen cultures. The
research group was limited to the students from China, India and Iran at Kristianad University. Due to the
low number of participants from India, we had to exclude them from our analysis.

The research questions were important since they structured the problem that was to be answered and made
it easier to limit the scope of the dissertation. The questionnaire that was handed out reflected our research
questions. This made it possible to observe which product the students recognized most and which product
recognized the least.

The conclusion of the dissertation was that all investigated factors had some importance for choice of brand,
while quality had a greater effect on brand choice than brand awareness. Further, there was no difference in
buying behaviour between the cultures. Finally, it was not possible to state any difference in buying
behaviour the first time compared to today.
33
Singh, 2018 - L'Oréal’s digital marketing strategies effectively engage urban consumers,
including those in Coimbatore, highlighting its ability to leverage technology to reach and
connect with its audience.

Sharma and Gupta, 2018 - Packaging plays a crucial role in consumer perceptions. Products
with visually appealing and practical designs create a positive impression and influence
purchase decisions, emphasizing the importance of aesthetics and utility in packaging.

Gupta, 2019 - L'Oréal's wide range of products is tailored to cater to a variety of consumer
demographics. This versatility enables the brand to meet the diverse beauty needs of
customers across different regions and preferences.

Brown et al., 2019 - L'Oréal's established global presence fosters trust and loyalty among
consumers worldwide, enhancing its credibility as a leading beauty brand.

Kumar, 2020 - L'Oréal’s efforts to design products that align with Indian beauty preferences,
such as skin-tone-specific foundations or herbal ingredients, resonate well with local
consumers.

AC Groot, JP Nater, R Lender (1987) analysed the reasons for use of cosmetics. For the
purpose of study the 1609 respondents were interviewed to know the adverse effects. 12.2
percent reported that they face problem like irritation while using cosmetics.

Jane E Workman, Kim KP Johnson (1991) investigated the effect of cosmetics in the
impression formulation. In the study 85 under graduate females were viewed with heavy
cosmetics, moderate cosmetics and no cosmetics and they were looked into their
attractiveness, feminity, personal temperament, personality and morality. The study revealed
that there is no significant difference between use of cosmetics and personal temperament
and personality traits, but there is significant difference between attractiveness, feminity and
morality and the use of cosmetics.

Malhothra (2003) stated that the main reason for the boom in cosmetic industry is increasing
fashion and beauty consciousness coupled with rising income and the focus on health and
fitness.

Michelle Guthrie, Hye-Shin Kim, Jaehee Jung (2008) revealed the effect of facial image and
cosmetic usage in perception of brand personality. It was stated that the consumers‟ facial
image influenced the total quantity of cosmetic used by the respondents and not the variation

34
in quantity in different situation. Also noted that there is a relationship between facial image
and brand perception

Vanessa Apaolaza (2010) stated that people who use cosmetics buy this product primarily for
emotional reason. The most important factor that influences their behaviour was their desire
to look beautiful. The study show that both the emotional and utility aspects of cosmetic
brand had a significant impact on consumer satisfaction but the emotional component had a
greater effect. The result was that the consumer satisfaction was greatest when cosmetic
brand helps to strengthen positive emotions through the perception of caring for oneself and
for removing feelings of worry and guilt about taking care of one’s appearance.

Andrew Mc Dougall (2010) in his study stated that the main reason for the growth in
cosmetic sector is that the human being spent more for the cosmetics owing to the concern
for beauty and at the same resulted in the growth in cosmetic sector.

Fyi (2011) attempted a study on the emotion behind women choosing certain cosmetic
brands. It was understood from the study that the women buy cosmetic mainly for emotional
reasons. The utility and emotional factor had greater impact on women‟s preference on
cosmetic brand. The study also pointed out that success of cosmetic brand depends on
whether it succeed in making women overcome the worry and guilt of not taking care of
them self by using the product being advertised.

Siddharth Shriram Shimp and K Sinha (2012) , evaluated the product variables which effects
the purchase decision. The different variables include the texture of the product, promised
effect, previous usage experience and the suitability of skin. The study concluded that the
market for male cosmetic product is still Niche Market in India. The important variable
which influenced the purchase was the texture of the product, promised effect, usage and
suitability to skin.

Shukla Monika (2013) made an attempt to study the factors affecting impact of
advertisement of selected cosmetics items of consumer choice. The respondents opinion
towards advertisement of fairness cream, personal characteristics, demographic factors were
taken into account and it was found that consumers practice related to advertisement of
fairness cream affected the impact of advertisement of product on their choice in a significant
manner.

Sangeeta Gupta, Simple Arora (2013) in their study on the factors influencing the
consumption pattern of cosmetics by male, revealed that the media is playing vital role in
attitudinal change in the societal context. It was also stated clearly that there is certainly a

35
 strong bond between self image, media and societal expectation with respect to the
consumption of cosmetics among the urban males in Delhi.

Rajul Dutt (2013) in his paper “A Cross cultural comparative study of female consumer
behaviour with regard to purchase of cosmetics in the United States and India”, tried to
explain how consumer behaviour is influenced by the culture of the individuals in India. He
also attempted to uncover the key facets of culture involved in shaping the decision on the
cosmetic purchased by the females. The study revealed that the society to which they belong,
the culture and the sub culture play a significant role in the purchase of cosmetic products.

Umesh Maiya and Mavy Miranda (2013) in their study on buyer behaviour towards
cosmetics, found that modern women have a strong desire and urge for enhancing their
beauty. The twin factors which everybody focused on were the Quality and Price. It also
stated that consumers realise the value for the money they spend.

Ligo Koshy (2017) in a study on the factors influencing the buying behaviour of face care
product among youth stated that improved technology, better education, advancement in
science and economic growth has provided people with increased purchasing power. The
influence of media had made people are more conscious towards beauty, hygiene and better
life style. The study revealed that female consumer gave prime importance to brands name of
products followed by the ingredient and advertisement respectively.

1. Customer Satisfaction in the Cosmetics Industry

Several studies have explored the concept of customer satisfaction in the cosmetics industry,
emphasizing its importance in driving brand loyalty and business growth. Research indicates that
factors such as product quality, affordability, packaging, and brand image significantly influence
customer satisfaction. For example:

- A study conducted in Kerala highlighted the impact of advertisements, changing lifestyles, and
higher disposable incomes on consumer preferences.

36
- Another study emphasized the role of packaging and product availability in shaping customer
satisfaction.

These findings underscore the need for cosmetics brands to continuously innovate and adapt to
evolving consumer demands.

2. Factors Influencing Customer Satisfaction

Research has identified various factors that contribute to customer satisfaction in the cosmetics
industry:

-ProductQuality: High-quality products that deliver promised results are a major driver of
satisfaction.

- Pricing: Affordability and perceived value for money play a crucial role in consumer decision-
making.

- Packaging: Attractive and functional packaging enhances the overall customer experience.

- Availability:Easy access to products through retail and online channels is essential for
maintaining satisfaction.

Studies have also highlighted the growing demand for natural and organic products, reflecting a
shift in consumer values towards sustainability and eco-friendliness.

3. Customer Satisfaction Towards L’Oréal Products

Specific studies have focused on customer satisfaction with L’Oréal products, analyzing factors
such as product quality, price, packaging, and availability. For instance:

- A study conducted in Coimbatore evaluated overall consumer satisfaction with L’Oréal

products across different categories, including skincare, haircare, and makeup. The study found
that L’Oréal's commitment to innovation and premium ingredients contributes to high levels of
satisfaction among customers.

37
- Another study emphasized the importance of price and packaging in influencing consumer
perceptions of L’Oréal products.

These studies highlight L’Oréal's strengths in delivering high-quality products while also
identifying areas for improvement, such as affordability and product availability.

4. Emerging Trends in Customer Satisfaction

Recent research has highlighted emerging trends that impact customer satisfaction in the
cosmetics industry:

- DigitalTransformation: The use of social media and e-commerce platforms has revolutionized
the way consumers interact with brands. Virtual try-on tools and personalized recommendations
enhance the shopping experience.

- Sustainability: Consumers are increasingly prioritizing brands that adopt sustainable practices,
such as eco-friendly packaging and ethically sourced ingredients.

- Inclusivity: The demand for products catering to diverse skin tones and types has grown
significantly, prompting brands to expand their offerings.

These trends underscore the importance of aligning business strategies with changing consumer
preferences.

5. Methodologies Used in Studies

The methodologies employed in studies on customer satisfaction include:

- Surveys and Questionnaires:Structured surveys are commonly used to collect data on

consumer preferences and satisfaction levels.

- Interviews and Focus Groups: Qualitative methods provide deeper insights into consumer
behavior and perceptions.

- Statistical Analysis:Techniques such as correlation and regression analysis are used to identify
relationships between variables.

38
These methodologies provide a robust framework for analyzing customer satisfaction and its
influencing factors.

6. Contribution to the Current Study

The review of literature serves as a foundation for the current study on customer satisfaction
towards L’Oréal products. It provides valuable insights into consumer behavior, identifies key
factors influencing satisfaction, and highlights emerging trends in the cosmetics industry. By
building on previous research, the study aims to provide actionable recommendations for
enhancing customer satisfaction and loyalty.

ResearchMethodology
Research is an art of scientific investigation, and it can also be defined as a methodical and
scientific search for relevant data on a certain subject.The research methodology is the backbone
of any study, providing a structured approach to collecting, analyzing, and interpreting data. For
the study on customer satisfaction towards L’Oréal products, the methodology is designed to
ensure a comprehensive understanding of consumer behavior and preferences. Below is a
detailed explanation of the research methodology:

a) Research Design

The study adopts a ‘descriptive research design’, which is ideal for analyzing customer
satisfaction. Descriptive research focuses on understanding and interpreting consumer behavior,
preferences, and perceptions. It provides a detailed examination of the factors influencing
satisfaction, such as product quality, pricing, packaging, and availability.

The research design integrates both *quantitative* and *qualitative* methods:

- QuantitativeMethods: Surveys and questionnaires are used to collect numerical data, such as
satisfaction ratings and frequency of product usage.

- QualitativeMethods: Interviews and open-ended questions provide deeper insights into

customer experiences and opinions.
39
 This mixed-method approach ensures that the study captures a holistic view of customer
satisfaction, enabling L’Oréal to identify strengths and areas for improvement.

b) Sources of Data

The study relies on two primary sources of data collection:

1. Primary Data:

- SurveysandQuestionnaires:Structured questionnaires are distributed to a sample of L’Oréal

customers to gather firsthand information about their experiences and satisfaction levels. These
questionnaires include both closed-ended and open-ended questions to capture quantitative data
and qualitative insights.

- Interviews: In-depth interviews are conducted with a select group of customers to gain
deeper insights into their perceptions and preferences.

2. Secondary Data:

- Published Research Papers: Relevant studies and articles on customer satisfaction in the
cosmetics industry are reviewed to understand existing trends and findings.

- Industry Reports: Reports from market research firms and industry publications provide
valuable data on L’Oréal's market performance and customer feedback.

- Online Reviews:Customer reviews from e-commerce platforms and social media are
analyzed to identify common themes and sentiments.

The combination of primary and secondary data ensures a comprehensive understanding of

customer satisfaction towards L’Oréal products.

.c) Sample Size

A total of *50 respondents* are selected for the study. The sample size is determined based on
the scope of the study and the resources available. Efforts are made to include a balanced mix of
urban and rural customers to capture diverse perspectives.

40
d) Ethical Considerations

The study adheres to ethical research practices, including:

- Obtaining informed consent from all participants.

- Ensuring confidentiality and anonymity of respondents.

- Using the data collected solely for academic purposes.

e) Limitations of the Methodology

While the methodology is designed to be comprehensive, certain limitations are acknowledged:

- The sample size, though representative, may not fully capture the diversity of L’Oréal's global
customer base.

- The reliance on self-reported data introduces the possibility of response bias.

- The study focuses primarily on customer satisfaction in India, limiting its applicability to other
regions.

Objectives of the Study

The objectives of the study on customer satisfaction towards L’Oréal products are designed to
provide a comprehensive understanding of consumer behavior, preferences, and perceptions.
These objectives serve as the foundation for analyzing the factors that influence satisfaction and
identifying actionable insights for improvement. Below is a detailed explanation of the
objectives:

1. Evaluate Overall Customer Satisfaction

41
The primary objective of the study is to assess the satisfaction levels of customers using L’Oréal
products across various categories, including skincare, haircare, makeup, and fragrances. This
involves understanding how well L’Oréal products meet or exceed customer expectations in
terms of quality, effectiveness, and value.

2. Identify Key Factors Influencing Satisfaction

The study aims to analyze the factors that significantly impact customer satisfaction, such as:

- ProductQuality: Examining the effectiveness and reliability of L’Oréal products.

- Pricing: Understanding whether customers perceive L’Oréal products as affordable and

offering good value for money.

- Packaging: Evaluating the role of attractive and functional packaging in enhancing the
customer experience.

- Availability: Assessing the accessibility of L’Oréal products in different regions and through
various channels.

3. Understand the Impact of Price

Pricing is a critical factor in customer satisfaction, especially in markets like India where
affordability plays a significant role in purchase decisions. The study seeks to understand how
price influences customer perceptions and whether L’Oréal products are considered worth their
cost.

4. Analyze Regional and Demographic Preferences

The study explores how customer satisfaction varies across different geographic regions and
demographic segments. This includes analyzing preferences based on age, gender, income level,
and cultural factors, providing insights into the diverse needs of L’Oréal’s customer base.

5. Provide Recommendations for Improvement

Based on the findings, the study aims to offer actionable suggestions for enhancing customer
satisfaction. These recommendations may include:

42
- Introducing more affordable product lines.

- Improving distribution channels to ensure product availability in remote areas.

- Investing in sustainable packaging to align with consumer values.

6. Support Strategic Decision-Making

The study provides data-driven insights that help L’Oréal refine its marketing strategies, product
development, and customer engagement initiatives. By understanding customer satisfaction, the
company can make informed decisions to strengthen its market position.

7. Foster Brand Loyalty

Satisfied customers are more likely to remain loyal to a brand and recommend it to others. The
study aims to identify the factors that contribute to customer loyalty, enabling L’Oréal to build
stronger relationships with its customers.

8. Promote Innovation

Customer feedback often highlights unmet needs and emerging trends. The study encourages
L’Oréal to innovate by addressing gaps in the market and staying ahead of industry trends, such
as the demand for cruelty-free and vegan products.

9. Enhance Customer Experience

Beyond products, customer satisfaction encompasses the overall experience, including

interactions with the brand, ease of purchase, and after-sales service. The study aims to identify
areas where L’Oréal can enhance the customer journey.

10. Contribute to Industry Knowledge

43
The findings of the study contribute to the broader understanding of customer satisfaction in the
cosmetics industry. It serves as a reference for other companies, researchers, and policymakers
interested in improving consumer experiences and fostering industry growth.

Data Analysis and Interpretation

The *Data Analysis and Interpretation* section is a crucial part of the study, as it involves
examining the collected data to derive meaningful insights about customer satisfaction towards
L’Oréal products. This process helps in understanding patterns, relationships, and trends that
inform actionable recommendations for the company. Below is a detailed explanation of this
section:

1. Data Collection

The data for this study is collected from both primary and secondary sources:

- PrimaryData:Surveys and interviews conducted with L’Oréal customers provide firsthand

information about their experiences and satisfaction levels.

Sr particulars No. Of respondents %

no.
1 Less than 1 year 10 20
2 More than 1 year 30 60
3 2-3 years 10 20
Toatal 50 100

- SecondaryData: Published research papers, industry reports, and online reviews are analyzed
to supplement the primary data.

Sr no. particulars No. Of respondents %

1 School 4.5 9
44
 2 Undergraduate 38 76
3 Post graduate 7.5 15
Total 50 100

The data is organized into categories such as product quality, pricing, packaging, availability, and
overall satisfaction.

45
 DATA ANALYSIS AND INTERPRETATION

TABLE NO. .1TABLE SHOWING THE OCCUPATION PROPORTION OF THE

RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

GOVERNMENT EMPLOYEE 1 2
PRIVATE EMPLOYEE 1 2
SELF EMPLOYEE 4 8
STUDENTS 41 82
OTHERS 3 6
TOTAL 50 100

TABLE NO. .1CHART SHOWING THE OCCUPATION PROPORTION OF THE

RESPONDENTS

46
 2% 2%
6%
8%
GOVERNMENT EMPLOYEE

PRIVATE EMPLOYEE

SELF EMPLOYEE

STUDENTS

OTHERS
82%

INFERENCE: It is inferred that 82% people who responded for the questionnaire are
students.

TABLE NO..2
TABLE SHOWING THE GENDER PROPORTION OF THE RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

MALE 8 16%
FEMALE 42 84%
TOTAL 50 100

CHART NO.2
CHART SHOWING THE GENDER PROPORTION OF THE RESPONDENTS

47
 16%

Male

Female

84%

INFERENCE: The chart denotes 84% of respondents who answered the questionnaire are female.

48
TABLE NO.3
TABLE SHOWING THE INCOME LEVEL OF THE RESPONDENT

PARTICULARS RESPONDENTS PERCENTAGE

Rs.10,000- Rs.20,000 6 12%
Rs.21,000-Rs.30,000 4 8%
Rs.30,000 ABOVE 2 4%
NIL 38 76%
TOTAL 50 100

CHART NO.3
CHART SHOWING THE INCOME LEVEL OF THE RESPONDENTS

80%

70%

60%
Percentage of respondents

50%

40%
76%

30%

20%

10%
12%
8%
4%
0%
Rs 10000-20000 RS 21000-30000 Rs 30000 above Nil

INFERENCE: It shows that 76% of respondent’s income level falls Nil because the research was performed
amongst students.

49
TABLE NO. 4
TABLE SHOWING THE NO OF RESPONDENTS WHO ARE AWARE OF L’OREAL
PARIS

CHART
PARTICULARS RESPONDENTS PERCENTAGE NO. 4
YES 48 96% CHART
NO 2 4%
TOTAL 50 100
SHOWING THE RESPONDENTS AWARE OF L’OREAL PARIS

4%

Yes No

96%

INFERENCE: It shows that 96% of respondents are aware of L’Oreal Paris.

TABLE NO. 5
TABLE SHOWING CONSUMER’S BUYING ASPECT OF L’OREAL PARIS’S
PRODUCTS

PARTICULARS RESPONDENTS PERCENTAGE

PRICE 1 2%
50
 QUALITY 29 58%
PACKAGING 1 2%
FRAGRANCE 6 12%
BRAND IMAGE 13 26%
TOTAL 50 100

CHART NO.5
CHART SHOWING CONSUMER’S BUYING ASPECT OF L’OREALPARIS’S
PRODUCTS
70%

60%

50%
Percentage of Respondents

40%

30% 58%

20%

26%
10%
12%
0% 2% 2%
Price Quality Packaging Fragrance Brand Image

INFERENCE: It is observed that customers prefer purchasing L’Oreal Paris for its quality.

51
TABLE NO.6
TABLE SHOWING CUSTOMER’S 1st PREFERENCE TOWARDS
L’OREAL PARIS’S

PARTICULARS RESPONDENTS PERCENTAGE

STRONGLY AGREE 1 2%
AGREE 25 50%
NEUTRAL 21 42%
DISAGREE 1 2%
STRONGLY DISSAGREE 2 4%
TOTAL 50 100

CHART NO.6
CHARTSHOWING CUSTOMER’S 1st PREFERENCE TOWARDS L’OREAL PARIS’S

60%

50%
Percentage of Respondents

40%

30%
50%
20% 42%

10%

2% 2% 4%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

INFERENCE It is inferred that only 12% of respondents strongly agree L’Oreal Paris is their 1 st preference.

52
TABLE NO. 7
TABLE SHOW’S HOW RESPONDENTS CAME TO KNOW ABOUT L’OREAL PARIS’S

PARTICULARS RESPONDENTS PERCENTAGE

39 78%
ADVERTISEMENT
6 12%
FRIENDS
2 4%
INTERNET
WORD OF MOUTH 1 2%
INFLUENCE
1 2%
MAGAZINE

TOTAL 50 100

CHART NO. 7
CHART SHOW’S HOW RESPONDENTS CAME TO KNOW ABOUT L’OREAL PARIS’S

90%

80%

70%

60%
Percentage of respondents

50%

40% 78%

30%

20%

10%
12% 4% 2%
2%
0%
ADVER- FRIENDS INTERNET WORD OF MAGAZINE
TISEMENT MOUTH

INFERENCE It is found that L’Oreal Paris influenced 78% of its customers through advertisements.

53
TABLE NO.8
TABLE SHOWING WHICH IS THE BEST PRODUCT OF L’OREAL PARIS

PARTICULARS RESPONDENTS PERCENTAGE

SKIN CARE 4 8%
MAKE UP 11 22%
HAIR COLOUR 7 14%
HAIR CARE 28 56%
TOTAL 50 100

CHART NO. 8
CHART SHOWING WHICH IS THE BEST PRODUCT OF L’OREAL PARIS

60%

50%
Percentage of Respondents

40%

30%
56%

20%

10% 22%
14%
8%
0%
SKIN CARE MAKE UP HAIR COLOUR HAIR CARE

INFERENCE:It is found that 56% of customers like Hair care products of L’Oreal Paris.

54
TABLE NO.9
TABLE SHOWING WHETHER L’OREAL PARIS IS COSTLY?

PARTICULARS RESPONDENTS PERCENTAGE

45 90%
YES

5 10%
NO

50 100
TOTAL

CHART NO. 9
CHART SHOWING WHETHER L’OREAL PARIS IS COSTLY?

10%

YES
NO

90%

INFERENCE: It denotes that 90% of respondents feel L’Oreal Paris is costly.

55
TABLE NO. 10
TABLE SHOWING CUSTOMER’S OPION TOWARDS L’OREAL PARIS’S
ADVERTISEMENT

PARTICULARS RESPONDENTS PERCENTAGE

9 18%
EXCELLENT
36 72%
GOOD
5 10%
FAIR
0 0%
BAD
0 0%
WORST

TOTAL 50 100
CHART NO. 10
CHART SHOWING CUSTOMER’S OPION TOWARDS L’OREAL PARIS’S
ADVERTISEMENT

10%
18%

EXCELLENT
GOOD
FAIR
BAD
WORST

72%

INFERENCE: It is inferred that 72% of respondents feel the advertisement is good.

TABLE NO.11
TABLE SHOWING THE CUSTOMERS PURCHASING PATTERN OF L’OREAL PARIS

56
 PARTICULARS RESPONDENTS PERCENTAGE
3 6%
VERY OFTEN
13 26%
REGULAR
25 50%
SOMETIMES
7 14%
OCCASIONALLY
2 4%
NEVER BUY

TOTAL 135 100

CHART NO. 11
CHART SHOWING THE CUSTOMERS PURCHASING PATTERN OF L’OREAL PARIS
60%

50%

40%
No. of respondents

30%
50%
20%

26%
10%
14% 2%
6%
0%
VERY OFTEN REGULAR SOMETIMES OCCASIONALLY NEVER BUY
Consumer buying pattren

INFERENCE:The chart denotes 50% of the respondents purchase L’Oreal Paris only sometimes.

57
TABLE NO.12
TABLE SHOWING THE AVAILIBILITY OF L’OREAL PARIS IN ALL OUTLETS

PARTICULARS RESPONDENTS PERCENTAGE

YES 32 64%
NO 18 36%
TOTAL 50 100

CHART NO. 12
CHART SHOWING THE AVAILIBILITY OF L’OREAL PARIS IN ALL OUTLETS

36%

YES
NO

64%

INFERENCE: It is inferred that the majority of respondents say L’Oreal Paris is available in all outlets.

58
TABLE NO. 13
TABLE SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L’OREAL PARIS
BRAND AMBASSADOR

PARTICULARS RESPONDENTS PERCENTAGE

AISHWARIYA RAI 26 52%
SONAM KAPOOR 16 32%
KATRINA KAIF 6 12%

UNAWARE 2 4%
TOTAL 50 100

CHART NO. 13
CHART SHOWING PROPOTIONATE OF RESONDENTS AWARE OF L’OREAL PARIS
BRAND AMBASSADOR

Chart Title
4%
12%

AISHWARYA RAI
SONAM KAPOOR
KATRINA KAIF
52%
UNAWARE

32%

INFERENCE:It is observed that 52% of respondents are aware of the ambassador Aiswarya Rai, 32% are
aware of Sonam Kapoor as an ambassador and only 12 % knows about Katrina Kaif, The new ambassador of
L’Oreal Pariis.

59
TABLE NO.14
TABLE SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF MEN’S
PRODUCT

PARTICULARS RESPONDENTS PERCENTAGE

YES 18 36%
NO 32 64%
TOTAL 50 100

CHART NO.14
CHART SHOWING PROPOTIONATE OF RESPONDENTS AWARE OF MEN’S
PRODUCT

Chart Title

36%

YES
NO

64%

INFERENCE: It is inferred that only 36 % of respondents are aware of men’s product.

60
 TABLE NO.15
TABLE SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS

PARTICULARS RESPONDENTS PERCENTAGE

HIGHLY SATISFIED 4 8%
SATISFIED 29 58%
NEUTRAL 14 28%
DISSATISFIED 2 4%
HIGHLY DISSATISFIED 1 2%
TOTAL 50 100

CHART NO.15
CHART SHOWING THE SATISFACTORY LEVEL OF RESPONDENTS

HIGHLY DISSATISFIED
2%

DISSATISFIED
4%

NEUTRAL
28%

SATISFIED
58%

HIGHLY SATISFIED
8%

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

INFERENCE:It is observed that the satisfactory level of 58% majority respondents is satisfied.

61
TABLE NO. 16
TABLE SHOWING THE PRCE COMPARISON OF L’OREAL PARIS WITH OTHER
PRODUCTS

PARTICULARS RESPONDENTS PERCENTAGE

VERY HIGH 5 10%

HIGH 34 68%

SAME 9 18%
LOW 2 4%
VERY LOW 0 0%
TOTAL 50 100

CHART NO.16
CHART SHOWING THE PRCE COMPARISON OF L’OREAL PARIS WITH OTHER
PRODUCTS

80%

70%

60%

50%

40%
68%
30%

20%

10% 18%
10% 0%
4%
0%
VERY HIGH HIGH SAME LOW VERY LOW

INFERENCE: The chart denotes 68% of the respondents feel the price of L’Oreal Paris in high

62
TABLE NO. 17
TABLE SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH

PARTICULARS RESPONDENTS PERCENTAGE

1 2%
ABOVE Rs.50
27 54%
Rs.150-Rs.300
14 28%
Rs.300-Rs.500
8 16%
ABOVE Rs.500
50 100
TOTAL

CHART NO.17
CHART SHOWING BUDGET FOR COSMETIC OF RESPONDENTS PER MONTH

60% 54%

50%
Percentage of respondents

40%

28%
30%

20% 16%

10%
2%

0%
ABOVE Rs 50 Rs 150-Rs 300 Rs 300- Rs 500 ABOVE Rs 500

INFERENCE: It is found that only 16% of respondent’s budget is above 500.

TABLE NO. 18
TABLE SHOWING ATTRIBUTES WHICH COMES IN THE MIND OF RESPONDENTS
WHEN THEY HEAR OF L’OREAL PARIS.

63
 PARTICULAR RESPONDENTS PERCENTAGE
QUALITY 22 44%
BRAND 23 46%
COST 2 4%
SERVICE 2 4%
FRAGRANCE 1 2%
TOTAL 50 100

CHART NO. 18
SHOWING ATTRIBUTES WHICH COMES IN THE MIND OF RESPONDENTS WHEN
THEY HEAR OF L’OREAL PARIS.

50%
45%
40%
Percentage of respondents

35%
30%
25%
44% 46%
20%
15%
10%
4% 4% 2%
5%
0%
QUALITY BRAND COST SERVICE FRAGRANCE
Attributes

INFERENCE- It is inferred 46% people think of brand and 44% think of Quality when they talk about
L’Oreal Paris.

64
TABLE NO. 19
TABLE SHOWING IF L’OREAL PARIS IS LEADER IN INDUSTRY OR NOT.
PARTICULAR RESPONDENTS PERCENTAGE
YES 28 56%
NO 22 44%
TOTAL 50 100

CHART NO. 19
CHART SHOWING IF L’OREAL PARIS IS LEADER IN INDUSTRY OR NOT.

Chart Title

44% YES
NO
56%

INFERENCE- It is found that 56% people thinks that L’Oreal Paris is leader of industry. And 44% thinks
following is leader:
Oriflame Garniers
Ponds Avon
Matrix Sunsilk
Lakme Pantene

TABLE NO. 20
65
 TABLE SHOWING IF CUSTOMERS WILL SWITCH OVER IN CASE OF RISE IN
PRICE OF L’OREAL PARIS

PARTICULAR RESPONDENTS PERCENTAGE

YES 25 50%
NO 25 50%
TOTAL 50 100

CHART NO. 20
CHART SHOWING IF CUSTOMERS WILL SWITCH OVER IN CASE OF RISE IN
PRICE OF L’OREAL PARIS

YES
50% 50%
NO

INFERENCE: It is found that 50% of people will switch to other brand if prices of L’Oreal Paris rises and
50% will not switch.

66
TABLE NO. 21
TABLE SHOWING CUSTOMERS INFLUENCING OTHER PEOPLE TO BUY L’OREAL
PARIS

PARTICULAR RESPONDENTS PERCENTAGE

YES 40 80%
NO 10 20%
TOTAL 50 100

CHART NO.21
CHART SHOWING CUSTOMERS INFLUENCING OTHER PEOPLE TO BUY L’OREAL
PARIS

Chart Title
20%

YES
NO

80%

INFERENCE: It is found that 80% of respondents would like to recommend L’Oreal Paris to their friends
and relatives.

67
4. Interpretation of Results
There is a direct relation between the satisfaction of buyers and their desire to buy the same
goods. After every purchase or use of a product, consumers experience either a sense of
satisfaction or dissatisfaction.
The consumers are said to be satisfied if and when the perception of consumers about the
characteristics of products meet their expectation. If the perception of a consumer does not
meet their expectation, the consumers feeldissatisfied. In this context an assessment of the
satisfaction of the female consumers about the lip care, eye care, nail care and skin care
products of different manufacturers of cosmetic products seems relevant.

The variables which are used to measure satisfaction is listed in table below

Elements of satisfaction

The interpretation of the analyzed data provides insights into customer satisfaction levels and the
factors influencing them. Key findings may include:

- Product Quality: Customers appreciate the effectiveness and reliability of L’Oréal products,
particularly in the skincare and haircare categories.

68
To present the findings effectively, data is visualized using charts, graphs, and tables. Examples
include:

- Bar Charts:Displaying satisfaction levels across different product categories.

- Pie Charts:Illustrating the percentage of customers satisfied with specific factors like pricing
or packaging.

- Tables: Summarizing key statistics and correlations.

5. Key Insights

The analysis reveals valuable insights that help L’Oréal understand its customers better:

- Strengths: High-quality products and innovative packaging are major drivers of satisfaction.

- Areas for Improvement: Pricing and product availability are identified as areas where L’Oréal
can enhance customer satisfaction.

- Emerging Trends: The growing demand for sustainable and cruelty-free products is
highlighted, suggesting opportunities for innovation.

6. Recommendations

Based on the interpretation of data, actionable recommendations are provided to L’Oréal, such
as:

- Introducing more affordable product lines to cater to budget-conscious consumers.

- Strengthening distribution channels to ensure product availability in remote areas.

- Investing in sustainable packaging to align with consumer values.

69
 Findings & Conclusion

Findings

The findings of the study on customer satisfaction towards L’Oréal products provide valuable
insights into consumer behavior, preferences, and perceptions.

Sr no. particulars No. of %

respondents
1 Less than 1 year 10 20
2 More than 1 year 30 60
3 2-3 years 10 20
total 50 100

INFERANCE

70
 A significant majority comprising 53% of respondents using L’oreal products less than 1 year.

FINDINGS

 Majority comprising 76% of respondents are undergraduate. 

 Majority comprising 56 % of respondents persuing monthly income below 15000.
 Majority comprising 53% of respondents using L’oreal products less than 1 year.

Findings from tables (1-21) are:-

FINDINGS
It is inferred from these charts and tables that:
 82% people who responded for the questionnaire are students.
 84% of respondents who answered the questionnaire are female.
 76% of respondent’s income level falls Nil because the research was performed amongst students.
 96% of respondents are aware of L’Oreal Paris.
 Customers prefer purchasing L’Oreal Paris for its quality.
 Only 12% of respondents strongly agree L’Oreal Paris is their 1st preference.
 L’Oreal Paris influenced 78% of its customers through advertisements.
 56% of customers like Hair care products of L’Oreal Paris.
 90% of respondents feel L’Oreal Paris is costly.
 72% of respondents feel the advertisement is good.
 50% of the respondents purchase L’Oreal Paris only sometimes.
 The majority of respondents say L’Oreal Paris is available in all outlets.
 52% of respondents are aware of the ambassador Aiswarya Rai, 32% are aware of Sonam Kapoor as
an ambassador and only 12 % knows about Katrina Kaif, The new ambassador of L’Oreal Pariis.
 Only 36 % of respondents are aware of men’s product.
 The satisfactory level of 58% majority respondents is satisfied.
 68% of the respondents feel the price of L’Oreal Paris in high
 16% of respondent’s budget is above 500.
 46% people think of brand and 44% think of Quality when they talk about L’Oreal Paris.
 98% Respondents have view that L’Oreal Paris is status oriented.
 56% people thinks that L’Oreal Paris is leader of industry. And 44% thinks following is
leader:Oriflame, Garniers, Ponds, Avon, Matrix, Sunsilk, Lakme and Pantene
 50% of people will switch to other brand if prices of L’Oreal Paris rises and 50% will not switch.
 80% of respondents would like to recommend L’Oreal Paris to their friends and relatives.

71
 Here are the key findings:

1. Product Quality:

- L’Oréal products are widely appreciated for their high quality and effectiveness. Customers
particularly value the premium ingredients used in skincare and haircare products.

- The innovative formulations, such as anti-aging creams and hair color products, are well-
received by consumers.

2. Pricing:

- While L’Oréal offers products across various price points, some customers perceive them as
expensive, especially in emerging markets like India.

- Affordability remains a concern for budget-conscious consumers, highlighting the need for
more cost-effective product lines.

3. Packaging

- The packaging of L’Oréal products is considered attractive and functional, enhancing the
overall customer experience.

- Eco-friendly packaging initiatives are appreciated by environmentally conscious consumers.

4. Availability:

- L’Oréal’s robust distribution network ensures accessibility in urban areas, but occasional
stock shortages in rural regions may impact customer satisfaction.

- The availability of products through e-commerce platforms has improved convenience for
customers.

72
5. Customer Service:

- Prompt and efficient customer support further strengthens the relationship between the brand
and its customers.

- Consumers appreciate the responsiveness of L’Oréal’s customer service team in addressing

queries and complaints.

6. Emerging Trends:

- There is a growing demand for natural, organic, and cruelty-free products, reflecting
changing consumer values.

- Digital transformation, including virtual try-on tools and personalized recommendations, has
enhanced the shopping experience.

7. Brand Loyalty:

- L’Oréal has successfully built a loyal customer base through its commitment to quality,
innovation, and sustainability.

- Repeat purchases and positive word-of-mouth recommendations indicate high levels of

customer satisfaction.

Conclusion

The study concludes that L’Oréal has established itself as a trusted and admired brand in the
cosmetics industry. Its strengths lie in delivering high-quality products, innovative formulations,
and attractive packaging. However, there are areas for improvement, such as addressing pricing
concerns and enhancing product availability in rural regions.

Key Takeaways:

- L’Oréal’s ability to adapt to changing consumer preferences and emerging trends is crucial for
maintaining its competitive edge.

- By introducing more affordable product lines and investing in sustainable practices, L’Oréal
can further enhance customer satisfaction and loyalty.

73
- Strengthening distribution channels and leveraging digital platforms will help the company
reach a wider audience and improve accessibility.

Suggestions
Based on the findings and analysis of customer satisfaction towards L’Oréal products, several
actionable suggestions can be made to enhance customer satisfaction and strengthen the brand's
market position. These suggestions address key areas such as product quality, pricing, packaging,
availability, and customer engagement.

1. Introduce More Affordable Product Lines

- Why:Pricing is a critical factor influencing customer satisfaction, especially in emerging

markets like India where affordability plays a significant role in purchase decisions.

- How: L’Oréal can develop budget-friendly product lines that maintain quality while catering to
price-sensitive consumers. For example, introducing smaller-sized products at lower price points
can make premium offerings more accessible.

2. Strengthen Distribution Channels

- Why: Product availability is essential for maintaining customer satisfaction. Occasional stock
shortages in rural areas can negatively impact consumer perceptions.

- How:L’Oréal can expand its distribution network to ensure consistent product availability in
remote and underserved regions. Collaborating with local retailers and leveraging e-commerce
platforms can help bridge the gap.

3. Invest in Sustainable Practices

- Why: Consumers are increasingly prioritizing brands that adopt eco-friendly and sustainable
practices. This aligns with global trends towards environmental consciousness.

74
- How:L’Oréal can focus on sustainable packaging, such as using biodegradable materials or
refillable containers. Additionally, sourcing ingredients ethically and reducing the carbon
footprint of manufacturing processes can enhance brand reputation.

4. Enhance Digital Engagement

- Why:Digital transformation has revolutionized the cosmetics industry, with consumers relying
on online platforms for product discovery and purchase.

- How: L’Oréal can strengthen its digital presence by:

- Offering virtual try-on tools to enhance the online shopping experience.

- Personalizing recommendations based on customer preferences and purchase history.

- Engaging with consumers through social media campaigns and influencer collaborations.

5. Expand Product Range

- Why: The demand for natural, organic, and cruelty-free products is growing, reflecting
changing consumer values.

- How: L’Oréal can introduce new product lines that cater to these preferences, such as vegan
skincare or herbal haircare products. Highlighting these offerings in marketing campaigns can
attract environmentally conscious consumers.

6. Improve Customer Service

- Why: Prompt and efficient customer support strengthens the relationship between the brand
and its customers.

- How: L’Oréal can:

- Provide 24/7 customer support through chatbots and helplines.

- Offer hassle-free return and exchange policies.

- Actively address customer complaints and feedback to ensure satisfaction.

7. Focus on Inclusivity

75
- Why: Inclusivity is a growing trend in the cosmetics industry, with consumers seeking products
that cater to diverse skin tones and types.

- How:L’Oréal can expand its shade ranges for makeup products and develop formulations
suitable for different skin types. Collaborating with dermatologists and beauty experts can ensure
effectiveness and safety.

8. Conduct Regular Market Research

- Why: Understanding evolving consumer preferences is crucial for staying competitive in the
cosmetics industry.

- How:L’Oréal can conduct regular surveys, focus groups, and sentiment analysis to gather
insights into customer needs and expectations. This data can inform product development and
marketing strategies.

9. Promote Loyalty Programs

- Why:Loyalty programs encourage repeat purchases and strengthen customer relationships.

- How: L’Oréal can introduce rewards programs that offer discounts, exclusive products, and
early access to new launches. Personalized incentives based on purchase history can further
enhance loyalty.

10. Collaborate with Local Communities

-Why: Building strong connections with local communities enhances brand trust and reputation.

- How: L’Oréal can:

- Support local initiatives, such as women’s empowerment programs.

- Partner with regional influencers to promote products.

- Organize events and workshops to engage directly with consumers.

76
 Limitations of the Study
Every research study has its constraints, and acknowledging these limitations is essential for
understanding the scope and applicability of the findings. The study on customer satisfaction
towards L’Oréal products is no exception. Below is a detailed explanation of the limitations:

1. Limited Sample Size

Description:The study relies on a sample size of 50 respondents, which may not fully represent
the diversity of L’Oréal's global customer base.

Impact: While the sample provides valuable insights, it may not capture the preferences and
perceptions of all demographic groups, especially in regions outside the study's focus area.

2. Geographic Focus

Description: The study primarily focuses on customer satisfaction in India, limiting its
applicability to other regions where L’Oréal operates.

Impact: Cultural and regional differences in consumer behavior may lead to variations in
satisfaction levels that are not accounted for in this study.

3. Reliance on Self-Reported Data

- Description: The study collects data through surveys and interviews, which rely on
respondents' self-reported feedback.

- Impact: Self-reported data can be subjective and prone to biases, such as social desirability
bias or recall bias, potentially affecting the accuracy of the findings.

4. Limited Scope of Factors

-Description: While the study analyzes key factors like product quality, pricing, packaging, and
availability, it may overlook other aspects influencing customer satisfaction, such as brand
loyalty, advertising impact, or post-purchase services.

77
- Impact: A broader scope could provide a more comprehensive understanding of customer
satisfaction.

5. Time Constraints

- Description:The study is conducted within a specific timeframe, which may limit the ability to
capture long-term trends or changes in consumer preferences.

- Impact: Seasonal variations or emerging trends in the cosmetics industry may not be reflected
in the findings.

6. Exclusion of Non-Users

- Description:The study focuses on existing customers of L’Oréal products, excluding potential

customers or those who have discontinued using the brand.

- Impact: Insights into why some consumers choose not to purchase L’Oréal products or switch
to competitors are not addressed.

7. Limited Analysis of Competitors

- Description:The study primarily focuses on L’Oréal products without a detailed comparison to

competitors in the cosmetics industry.

- Impact: Understanding how L’Oréal's offerings compare to those of competitors could provide
additional insights into customer satisfaction.

8. Technological Constraints

-Description: The study may not fully leverage advanced analytical tools, such as AI-driven
sentiment analysis or predictive modeling.

- Impact:Incorporating such tools could enhance the depth and accuracy of data analysis.

9. Subjectivity in Qualitative Data

78
- Description: Qualitative data collected through interviews and open-ended questions is subject
to interpretation by researchers.

- Impact:Variations in interpretation could influence the conclusions drawn from the study.

10. External Influences

- Description:External factors, such as economic conditions, social trends, or competitor

activities, may impact customer satisfaction but are beyond the scope of the study.

- Impact:These factors could introduce variability in the findings that are not accounted for in
the research.

Bibliography

The bibliography section lists all the sources referenced during the study on customer
satisfaction towards L’Oréal products. It ensures credibility and provides readers with the
opportunity to explore the original materials for further information. Below is a detailed
explanation of the bibliography:

1. Research Papers

- Pavithra, R. (2023). A Study on Consumer Satisfaction Towards L’Oréal Products. Jetir.

Available (https://www.jetir.org/papers/JETIR2503453.pdf).

- Shaji, E. (2023). Customer Satisfaction Towards Cosmetic Products. IJCRT.

Available(https://ijcrt.org/papers/IJCRT2005083.pdf).

1. Palanisamy N. A study on customer expectation towards L'Oréal Paris brand with special
reference to Coimbatore. [Internet]. ResearchGate; 2024 Jan. Available from: ResearchGate

79
2. Yesodha S, Nivedeta RP, Nithya Shrii J, Srinithi SR, Sruthi R. A study of the influence of
social media over consumer’s buying behavior on cosmetic products – with special reference to
Coimbatore City. J Bus Anal Data Vis. 2023 Jul. Available from: MAT Journals

3. Kiruthika N, Vijay Karthigeyan KT. Satisfaction of women consumers towards purchasing

cosmetic products online with reference to Coimbatore City. Int J Manag. 2020. Available from:
ResearchGate

2. Industry Reports

- Market research reports on the cosmetics industry, focusing on customer satisfaction and
emerging trends.

- Reports from organizations like Nielsen and EuromonitorInternational, which provide

insights into consumer behavior and market dynamics.

3. Online Reviews

- Customer reviews from e-commerce platforms such as Amazon and Flipkart.

- Feedback and ratings from social media platforms like Instagram and Facebook.

4. Books

 Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.

 Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Prentice Hall.
 Aaker, D. A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand
 Philip Kotlar., Marketing Management
 Research Methodology – C.R. Kothari

5. Websites

- Official website of L’Oréal for information on product offerings, sustainability initiatives, and
corporate values.

- Articles and blogs from reputable sources discussing customer satisfaction in the cosmetics
industry.

80
https://fyiliving.com/mental- health/emotions-behind-why- women-chose-certain-cosmetics-
brands

https://www.thehindu.com/features/magazine/beauty-is-her-way-of-life/article2279237

https://www.loreal.com/en/beauty-science-and-technology/beauty-tech/innovating-through-
products/

https://en.m.wikipedia.org/wiki/ResearchGate

https://www.researchgate.net/publication/

6. Academic Journals

- Articles published in journals such as the International Journal of Research in Marketing and
the Journal of Consumer Research.

1. Aaker,J.L.(1999). the malleable self: The role self-expression in persuation.Journal of

marketing Research 36(1):45-47.

2. Ali, Heyam, SulimanRasha, Ahmed,(2015).Attitude and perception of the Emirates women

towards facial skin care productsandHerbalcosmetics.Internatinal journal of current
pharmaceutical Review and Research.Vol.6. 178-187.

3. Ali, I., Alvi, A. K., & Ali, R. R. (2012). Corporate reputation, consumer satisfaction and
loyalty. Romanian Review of Social Sciences, (3).

4. Anandragan,S.,Sivagami,T.(2016). Consumer Purchase Decision Behaviour towards

Cosmetics Marketing.Asia Pacific Journal of Research, Vol.1,ISSN2320-5504,144-149.

5. Andrew Mc Dougall,Cosmetic Sector One of the fastest growing industry in India, study,
(2010) Htt://www.rncos.Com/Report/IM192.htm.

6. Andrew Mc Dougall,Cosmetic Sector One of the fastest growing industry in India,study,

(2010) Htt://www.rncos.Com/Report/IM192.htm.

81
7. Apaolaza-Ibáñez, V., Hartmann, P., Diehl, S., &Terlutter, R. (2011). Women satisfaction with
cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African Journal of
Business Management, 5(3), 792.

8. Groot, A. C., Nater, J. P., Lender, R., &Rijcken, B. (1987). Adverse effects of cosmetics and
toiletries: a retrospective study in the general population. International journal of cosmetic
science, 9(6), 255-259

9. Guthrie, M., Kim, H. S., & Jung, J. (2008). The effects of facial image and cosmetic usage on
perceptions of brand personality. Journal of Fashion Marketing and Management: An
International Journal, 12(2), 164-181.

10. JamunaPai (2011, July 23). Beauty is her way of life.

www.thehindu.com/features/magazine/beauty-is-her-way-of-life/article2279237. Retrieved

11. Koshy Ligo (2017).The factor influencing the buying behavior of face care product among
youth.

12. Living, F. (2011). Cosmetics Brands: Why Women Use Emotions to Chose. [online] FYI
Living. Available at: https://fyiliving.com/mental- health/emotions-behind-why- women-chose-
certain-cosmetics-brands

13. Maiya.U&M.Miranda (2013) thestudyonbuyerbehaviortowardscosmetics- a case study in

southern Economist, Volume52 ISSNO 384046 July 15.

14. Malhotra (2003).The Beauty of Being a Beautician. Chandigarh, the Tribune.

15. Monika.S (2013).A Study of Factors Affecting Impact of Advertising of Selected Digital
Library of India Item 2015.270446

16. Sangeeta Gupta,SimpleArora,(2013).Factors influencing the consumption pattern of male

cosmetic in Delhi by a urban male. IOSR Journal of Business and management, Vol.15 (2), ISSN
2319-7668,29-36.

17. Workman, J.E.,&Johnson, K.K. (1991). The role of cosmetics in impression formation.
Clothing and Textiles Research Journal, 10(1), 63-67.

18. Workman, J.E.,&Johnson, K.K. (1991). The role of cosmetics in impression formation.
Clothing and Textiles Research Journal, 10(1), 63-67.

82
 APPENDIX

QUESTIONNAIRE
SURVEY ON BRAND AWARENESS OFL’OREAL PARIS

DEMOGRAPHIC INFORMATION
 Name:
 Age:
 Gender:
Male Female

 Occupation:
Government Private Self Student Others
employee employee employee

 Income level:
Rs.10000- Rs.21000- Rs.30000
20000 30000 Above

L’OREAL PARIS SURVEY

1. Are you aware of L’Oreal Paris:
Yes No

2. What makes you to buy L’Oreal Paris:

Price Quality Packaging Fragrance Brand image

3. L’Oreal Paris would be my 1st preference

Strongly Agree Neutral Disagree Strongly
agree disagree

4. How do you know about L’Oreal Paris?

Advertisemen Friends Internet Word of mouth Magazine
83
 t influence

5. Which product of L’Oreal Paris do you think is best?

Skin Care Make up Hair Hair care
colour

6. Do you think L’Oreal Paris is costly?

Yes No

7. How do you feel about the advertisements?

Excellent Good Fair Bad Worst

8. How frequently you purchase L’Oreal Paris products?

Very often Regular Sometimes Occasionally Never buy

9. Is L’Oreal Paris available in all outlets?

Yes No

10. Who is the Indian brand ambassador of L’Oreal Paris?

_____________________________________________

11. Are you aware of various men’s products?

Yes No

12. What is your satisfactory level towards L’Oreal Paris?

Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied

13. How is L’Oreal Paris price compared to other products?

Very high High Same Low Very low

14. What is your budget for cosmetics per month?

Above Rs.50 Rs.150-300 Rs.300-500 Above Rs.500

15. What is the 1st word comes to your mind when you hear L’Oreal Paris?
84
 Quality Brand Cost Service Fragrance

16. Do you think L’Oreal is the leader of the cosmetic industry?

Yes No

17. If no who according to you is the leader?

______________________________________________

18. Would you continue to buy L’Oreal Paris even if price rises?
Yes No

19. Do you prefer L’Oreal Paris brand to your friends and relatives?
Yes No

Thank You!

85