Consumer Behavior Towards Lakme Products
Executive summary
About the project
Within a short span of time, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes, changing life styles, influence of satellite television and greater product choice and availability. This cosmetics and personal care industry has been growing at an average rate of 20 per cent for the last few years. The growing Indian cosmetics market offers promising prospects for international brands. The growth rate in the cosmetics market reflects an increasing demand for beauty care products in India. Perfumes and fragrances, skin care, and hair care products are some of the major segments with promising prospects for U.S. companies.
Penetration of most cosmetic and toiletries is very low in India. Current consumption of many products is well below that of many countries in Asia. The low market penetration of many cosmetics and personal care products offers room for growth. The urban population with increasing purchasing power is the major force driving demand for cosmetics and toiletries. India is a very price-sensitive market and mass-market products constitute the major part of the cosmetics and toiletries market.
India’s import of cosmetics and toiletries and intermediate raw materials is around US$ 120 million, of which the U.S. has a share of approximately 10 percent
The research process includes the response received from target audiences (Min age 18yrs- Max -45yrs) through questionnaire for deeper insight with sample size of 100
OBJECTIVE OF THE STUDY
* Help in building a positive association with people thereby enhancing brand personality * How to break the negative connotation of “Being fashionable” * What inspires people to buy Lakme products * Are people brand loyal to lakme * To identify the peoples opinion towards Lakme’s products * To offer some finding and suggestions to the
About the project
Within a short span of time, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes, changing life styles, influence of satellite television and greater product choice and availability. This cosmetics and personal care industry has been growing at an average rate of 20 per cent for the last few years. The growing Indian cosmetics market offers promising prospects for international brands. The growth rate in the cosmetics market reflects an increasing demand for beauty care products in India. Perfumes and fragrances, skin care, and hair care products are some of the major segments with promising prospects for U.S. companies.
Penetration of most cosmetic and toiletries is very low in India. Current consumption of many products is well below that of many countries in Asia. The low market penetration of many cosmetics and personal care products offers room for growth. The urban population with increasing purchasing power is the major force driving demand for cosmetics and toiletries. India is a very price-sensitive market and mass-market products constitute the major part of the cosmetics and toiletries market.
India’s import of cosmetics and toiletries and intermediate raw materials is around US$ 120 million, of which the U.S. has a share of approximately 10 percent
The research process includes the response received from target audiences (Min age 18yrs- Max -45yrs) through questionnaire for deeper insight with sample size of 100
OBJECTIVE OF THE STUDY
* Help in building a positive association with people thereby enhancing brand personality * How to break the negative connotation of “Being fashionable” * What inspires people to buy Lakme products * Are people brand loyal to lakme * To identify the peoples opinion towards Lakme’s products * To offer some finding and suggestions to the