Chapter No


Chapter No.1: Introduction

Cosmetic Industry now a day’s is facing lots of challenges in cosmetic market expansion in the rural areas of Maharashtra industry rural women faces many issues and problems in consumption of the cosmetics ,due to may parameters that impacts her buying behavior. Majority of the Indians are village living around 70 % of the entire population ,the villages hence India is commonly known as the Rural India. years significant change is occurred in rural cosmetic market of India, as the overall growth economy of the India has increased the power of purchasing rural communities, on this people are purchasing multiple products in the same context the new strategy has emerged as known as Rural cosmetic marketing it involves delivering of the manufactured or products in processes or services to rural consumers

However rural India’s aspirations are widening and further looking for the services and products that will give them comfort & luxury. Brand awareness in the rural women’s is prevailing among them as their purchasing power is low they are able to buy only the products available in the village outlets also the few of the local brands dominates, use of the shampoos that are sold in sachets are in large momentum. Shopkeepers have only limited options for fulfilling the demands of the rural women’s. Also they cannot invest large amount of the money in storing varity of the needful as it will land them in losses also risk to be undergone.2

The biggest challenge in the cosmetic market is the changing buying behaviour of the women’s that impact the sustainable growth of the business ,in the rural country like India its need of the time to develop the strategies and successful implement the same as there are fewer resource to meet the basic business requirement. Consumer behaviour is complex and not rational also consumer personalities differ in and across the region, their behaviour, taste, preference cannot be ignored as consumers are king of the cosmetic market. Their behaviour is complex, multidimensional, dynamic, and all cosmetic marketing decisions are based on the assumptions about the consumer behaviour, hence to beat the tough competition cosmetic marketing strategies related to the consumer buying behaviour are required to be built up.

Hindustan Uni Lever”s Shakti, Indian Tobacco Company”s e-Choupal and DCM Shriram Consolidated Ltd.”s Hariyali. While glory days and years, as the urban middle class was emmensly growing, cosmetic sellers flutters thoughts about the rural consumer, the urban ares of cosmetic markets is near saturation in the face of such a stiff competition from global player ;while many of the cosmetic marketers are targeting the rural cosmetic markets as this seems to be the only way to maintain their cosmetic market sharein current situation .

In such a situation now while all the limelight is on bottom of pyramid, many authors ahve explaind the grief situation but some authors like C.K. Prahala had call tier III of India society? bottom? down, while 600 million people staying in the 6 million odd village comprising 12% of the entire world population, which is now attracting not only Indian corporate house but also global retailers, now overall, seen alomost huge cosmetic markets all the waiting to get served, and also ready for splurge,and lastly willing to explore all new products, brands and services.

India’s rural cosmetic markets shall be making to offer great opportunity in the retail sector. The urbanretail split of the market and thepeople who are spending in they stands at 9:12, along with the rural Indians which is accountings for the great drift of 50% percent of the private retail consumption as per article referring to the consumerism.

All human beings have their basic requirement and they want to be fed , cloth shelter and house .we all love children and fear poverty and want to have comfort and healthy life.

Do these values stand universaly common ? If u walk into a library of western countries for consumer behaviour book.you will be surprised to get insted , How individual which all makes decisions for spending their available resource on consumption ,While Consumer Behaviour in india is strongly influenced by Culture.Kotler sees culture factor as deepest influence on consumer behaviour, Some beliefs , values ,and customers that serves to regulate behaviour of member of particular society .Indians deals with social factors basically a tendency for a person to act in accordance with external expectation or social norms ,rather fulfilling internal wishes or personal integrity.Psychological factor influence on Indians consumer behaviour focuses attention on individual as a psychological unit ,following individual ‘s motivation ,perception, attitude ,experience and learning.

Perception theory ,what consumer see and how a meaning is attached to a product and services.Indians Rural womens buying behaviour is of what kinds,what amount and sources of information consumer utilises when they shop is of considerable interest

According to Kindle, Indians are likely to take risk in their purchasing behaviour than are western ,they are more concerned with social risk in their purchasing rather then physical or monetary risk they adopt risk reduction behaviour which includes a higher consciousness of brand names a slower acceptance of new product ,more quality consciousness of brand name ,slower acceptance of new product,active use of refrence group and opinion leader .To reduce risk they are more likely to shop with someone they know then going alone.Its observed that the behaviours of the rural consumers from India has almost accounted near about 73%out of the total consumers.

These ultimate objectives by the mankind for most os all production is consumption for the need we have and satisfaction of varied needs of man. A free cosmetic markets economies provideall the freedom for their consumers for the purchase and also consume goodsof their likes and choices,while Buying and preference of the consume and purchaser always helps in sending the signal towards the producers and the manufacturers for the product to made and to be produce commodities as required type and pattern and quantities.

Producers, therefore, produces only those commodities which are desired by the customers needy and final consumers as we all know Consumer typical behaviour is and can be related to likes and dislikes and expectations of the consumers. Consumer behaviour has regochanged in recent years owing to enhanced awareness, while the IT: information technology and most importantly the government interventions, through all the legislation. hence manufacturer has became more cautious while dealing along with consumer of their respective product.

It is now essential to success to understand what influences her purchases and what builds brand loyalty with rural women.

We can see and feel culture is now a day as the one is going in different way as per the global changes and conmpetition in which you should and can live and impact that all factors affects the things you think and buy n think to purchase.

All such cultures and types of these various subcultures shows and explains all about different group of people within the pattern reflecting similar type of behaved culture who are very much different from other as well as some of itself, but it also revels that who have something in common and with exchange one anthers common interests patterns.

Hence we can say for some degree in this , buyers or consumers in the one of the same social class can exhibit similar types of purchasing behavior.
Most cosmetic market researchers many times can consider different types of the person family type be among the biggest determiners in the rural buying behavior. Hence the reference groups so it could be the groups that a consumer and buyers identifies wit.

The technique such as AHP – Analytical Hierarchy Process technique which has been regerously applied to find and investigate the important interaction of one factor over multipal and another. So all of these multipal factors are also
prioritiwisly prioritized to find and cheque the priority of one factor over another and so on . Hence such multipaloutcome and results of study in wide view depicst all so, this technique namesd AHP has been regoursly and widely used by scholars and students and researchers and practitioners in the MCDM where you faced and have a multicriteria for the various decision making and prioritizing the all relevant and important factors under once crucial study.

The study shown by the ASSOCHAM tells about the industry body pattern which says that the per capita consumption of the variety of cosmetics surveyed in India shows about less than 0.5 Euros as and such compared with the 26 Euros where in the Hong Kong, shows 7.8 Euros in Japan, and shows 1 Euro in the China. While the the average expenditure on personal care shows and cosmetics products shows is around the Rs 500 (8 Euros) declared for per month by consumer shown men, and between Rs 500 to Rs 1000(8-16Euros) shown per month by consumer women. Study revels that the urban India is leading in the heavy consumption of the cosmetis and attraction toward cosmetics, with about shown two-thirds of all cosmetics for personal care products by volume, and shown more than four-fifths of the cosmetics segment. Study revels , many companies are now targeting rural areas to increase volume sales in categories like lipsticks and nail polish.

Interestingly, and surprisingly the neighbour shopies like grocery chemistdrugs and pharmacies are also emerging rapidly on footfront as important for purchase.while on other hand department stores and mostly the women’s boutiques are rapidly emerging as one of the new settings in urban areas. While on the other hand word of mouth publicity,close friends, and most loved window shopping, often and regular visits to shops are now a days a great and remarkable sources of information about new products.

Thus, it is now all the way recognized for that, the women have become the harbingers of the evolved human cultures and also active partners in the economic development. Though these issues are related with the women equalities and decisions making have been the important matter of the interest for all sociologist, economist and psychologi study has reveld the cosmetic usage and various problems faced women in the lonavala the various issues and the various challenges faced by the women here.
Chapter No : 2 Review of Literature

The study goes with the scenario of the cosmetic industry in cosmetic market and the challenges of it ,along with the various factors that are contributing to the growing number of challenges.

High sales & very fast growth of cosmetic segment is due to medical science & technology advancement with effective & quite safe procedures also due to rise in awareness for the benefits behind skin care products. In India changing climatic condition is one of the reason for increase in sales of skin care products in India. Indian cosmetic industry is booming since past few years and emerging as one of the potential growth cosmetic markets for coming years for skin care segment.

Now a days cosmetic companies are spending lots on promotional activities for increasing the awareness in consumers. companies has started going for online retailing & also offering specialized products for generation of revenue from all corners. Increasing usage of Cosmeceuticals & Nutricosmetics from Indian consumers will pave the way for Indian cosmetics cosmetic market in future.5

observed the demographic characteristics highly impact the purchasing power of the consumer where this study shows 69 % population which live in the cultural diversities, hence, considered to be very much complex for dealing with urban cosmetic markets.

This research from Aligarh district (Uttar Pradesh, India villages from (Census, 2011) and involved in generation of nearly half national income, rural cosmetic market which is playing very important & decisive part in Indian cosmetic marketing environment. Rural cosmetic markets exhibits) analyses rural family purchase behaviour. It’s seen researchers in India focused more on urban consumer, whereas exploring the rural dimensions of purchasing are few. There is relative involvement of family members and also in life stage there is impact on purchase decision. Idea initiation, collection of information and taking final decision, for specified products also sub-decisions i.e.; spending amount, when will purchase , which brand, its type, its size, product colour also the quantity to be purchased lastly from which dealer. There is seen a gradual shift from the
towards joint decisions making that is marked by increased participation from youth and children’s. Significant differences were seen from involvement of family members during the purchase, depending upon nature of products, various stages for purchase, along with sub-decisions. It was found there is bias as it can be utilized by cosmetic marketers for deciding strategies for adoption in cosmetic markets and based life stages also the product positioning. Is revelled in changing various dynamic decision making.

The research on poverty dynamic reveals that cosmetic markets does influence food and non-food expenditure shares in a house. There exist relationship between total household consumption and a particular expenditure share. Results in this study indicate more men as compared with women does participate in credit cosmetic market. typically in any of the rural-developing economy, its seen household expenditure is highest for food and later it’s for other products necessary.3

On the other part of women’s buying behaviour in the dynamic state of household and family decision making , colourful cosmetic cosmetic marketing is revealing huge potentiality is existence in Bengaluru presently also attracting local & global players for manufacturing the required types of cosmetics. In Asia, Bengaluru one of the fastest growing city which is also attracting everyone. Lifestyle in Bengaluru undergoing a huge change. Its known that at the times of Harappa civilization and Mohenjo-Daro and during Gupta dynasty women’s use to always bundle their hairs and tied it aromatically. Thus these ‘beauty appreciation” are dated back long into the previous times. There exists a heavy competition between local ; global players so far as cosmetic marketing of cosmetic products is concerned .Manufacturers of cosmetic products must analyse existing women consumer behaviour, which has become highly volatile in Bengaluru. Thorough throughout understanding of consumer motivation, their buying behaviour, means a lot in making the difference to stay in the business or loose the business. In highly competitive environment, retail manager need to collect needed information regarding usage pattern for the preparation of the workable strategies. 7

Cosmetic market is becoming global on one side and other side the knowledge also, this research which is conducted at the early 1990 in Hungary The research shows the analysis of women’s cosmetic opinion leaders in the Hungary approx. a decade in the country’s transition to make a successful cosmetic market economy. evolutionary phase in the last decades in Hungary cosmetic cosmetic market and the Hungarian women’s increasing involvement in the cosmetic product categories. Also the cosmetic opinion leadership and the knowledge of the product is less as compare to the established cosmetic market economy country. There arise a relationship between the cosmetic opinion leadership in Hungary and the antecedents and consequent variables are quite similar to what it is in the established economy.8

Talking about the strategies which needed to be updated by companies wherein this study showing in depth analysis phenomena of the consumer behaviour for buying Skin Care products in millennial, Delhi. To study behaviour. Majorly many finding are common in behavior of the both gendersat this age group. Excluding behaviour difference in under eye cream , rest all categories may have common cosmetic marketing strategies. In BRIC (Brazil, Russia, India and China) countries India is having high “young” population. They contributes to the huge chunk of millennials. This study can help companies for building strategies for segment. Skin care cosmetic market seems to be in limelight & profitable.

Since every day new trends & technologies is arriving in cosmetic cosmetic market, this market is an emerging cosmetic market ,as Culture being influence consumers behavior been studied The organized retailing in cosmetics scenario is stabilized for some time now as players like cosmetics outlet in Big Bazaar, the Barista, the Pizza Hut, Shoppers Stop, hypercosmetic markets etc have became successful in establishing a national footprint. Ordinary consumers started buying what all other rich can and always afford, most surprising fact and number for the cosmetic consumers also have accepted that the private labeled brands from country where all the small, individual store are selling the no-names cosmetics which have been in the race for so many decades, cosmetics the growth in retail sector in india will continue , but along with it the influx of the foreign competitions limited and expensive desirable real estate and foreign investment restrictions have pushe cosmetics industry of the country retail cosmetic market closer to maturity ;China, India, Brazil and Russia remain the highest priority cosmetic markets for expansion accordingly, with nearly 80 percent of respondents citing one of these cosmetic markets as part of their firms plans for short-term international growth,There are many approaches to understanding and defining retailing in cosmetics industries.

Chapter No 3: RESEARCH METHODOLOGY:

OBJECTIVES:

1.To study the parameters impacting cosmetic product purchase behaviour of the Women.

2.To study the changing scenario of cosmetic industry.

SCOPE:

Consumer behaviour plays a very important role in buying decision process. In today’s world its analysis plays vital role.

Women’s psychology :its an area of high concern to the buying process its direct impact is on buying decision ,hence to understand their problems and overcoming the same is focussed.

NGO’s: role of NGO’s in building the awareness towards the importance of women in society their participation in purchasing activity, counselling to the women for upcoming the stress and depression which impact the buying behaviour.

Youths literacy : youths are the key persons to bring and share knowledge of new product and brand . Youths must be more focused so as to generate awareness and position the product in cosmetic market.

Govt : There need to focus on the infrastructure as roads plays important role in connectivity. With good road connectivity there will be chances to minus the intermediaries which will decrease the final cost of the product. There will be more brands available in cosmetic market with good road infrastructure. Good reach in the rural areas can be possible.

Media: rural area is having low varieties of media available. shopkeepers need to start the awareness, use of hygienic importance and value of the product can be generated using media by shopkeepers, panchayet, is important to generate the purchasing power. In rural areas cosmetic companies sponsorship for advertisement is necessary. The study will focus on all the parameters and benefit in all the dimension.

Problem statement:

There is a significant and positive relationship between brand name and purchase intention.

There is a significant and positive relationship between quality of cosmetics and purchase intention.

There is a significant and positive relationship between value for the cosmetics and purchase intention.

There is a significant and positive relationship between promotions and purchase intention.

There is a significant and positive relationship between quality service and purchase intention.

There is a significant and positive relationship between environment in stores and purchase intention.

There is a significant and positive relationship between Product knowledge and purchase intention.

There is a significant and positive relationship between family member’s involvement

and purchase intention

The research methodology carried in this project is as follows , research is empirical in nature. The data of research is collected for analysing changing buying behaviours for women’s in areas of Lonavala and around Lonavala in regards of the consumers of the cosmetics ,data is been collected by using data collected methods such as questioners, interview also secondary data is been used to analyse the Lonavala cosmetic market scenario, the media already existing in cosmetic market, Details of government supports is tried to be studied as different yojanas like gram sadak yogena as direct impact of the road infrastructure and finally availability of the products and services and ultimately cost directly all related to the purchase of the cosmetics and the service of the commodity in the area.NGO’s contribution towards the awareness ,hygiene ,various income sources available ,investment of private and public sector is also tried to be highlighted as per the data received Primary data from the sample units is been collected by using interviews and questioner. Secondary data is collected from the published and unpublished sources, is from books ,magazines ,journal ,reports, newspaper ,published documents of NGO’s. and sales record from shopkeepers in and around Lonavala .

Primary Data : primary data is collected from the sample units by using questioner & . interview technique as well as observatory methods.

Secondary Data : secondary data is collected from the published and unpublished sources,which is in the from of books ,magazines ,journal ,reports, newspaper ,published documents,research papers.

Sample Unit: women’s ( in and around Lonavala).

Sampling Design:

The survey is been conducted on bases of simple random sampling technique, ,it is comprises ares of Lonavala. for developing sample design the researcher has collected the information from rural women of Lonavala.100 samples is been done in this study ,by selecting simple random sampling technique.

For this study, data is been collected through an exploratory sample survey of 100 respondents in the rural areas of Lonavala by using a questionnaire containing both open ended and close ended questions. Some of these questions used five point Likert scale to capture data relating to preference variables and demographic parameters. As shown for this all over study hypothesis are studied and developed as well as tested using techniques such as chi-square, T test and technique such as the anova. Study carried out and analysis conducted was carried out with the data analysis using spss version 17,as the objective of this study is to understand the purchasing behaviour of cosmetics used by the rural customers form the organised as well as unorganised cosmetics shops or retail outlets in lonavala from rural area.

Chapter No 11: Data Analysis and Interpretation

1) Sample Descriptions: Demographic Variables
a) Following is distribution of the respondents on the basis of their age
Table 1: following chart and the table show the age wise distribution of the respondent.
Age Group Frequency Percentage
Group Below 30 50 50
Group between30-40 19 19
Group between41-50 22 22
Group Above 50 9 9
Total 100 100

b) Shows distribution of various respondents based on gender.
Table 2: based on Gender wise Distribution
Gender Frequency Percent
Male 53 57
Female 47 43
Total 100 100

c) Shows distribution of respondents on the based on marital status
Table 3: based on Marital status wise distribution
Marital Status Frequency Percent
Single status 44 44
Married status 56 56
Total 100 100

d) Shows distribution of respondents is based on the marital status and depending on family type

Table 4: Family type based distribution
Family Type Frequency Percent
Nuclear family 49 49
Joint family 51 51
Total 100 100

e) Table 5: Shows profession based distribution
Profession Frequency Percent
Service based 15 15
Business based 21 21
Student based 28 28
House wife based 15 15
Farmer based 5 5
Teacher based 14 14
Other 2 2
Total 100 100

f) Shows distribution of respondents based on thee education and Qualification
Table 6: Education based and Qualification based distribution
Education and qualification Frequency Percent
Primary education 3 3
High School education 20 20
Senior Secondary education 18 18
Graduate education 41 41
Post Graduate education 18 18
Total 100 100

2) Shows distribution for customers based on the requirements fulfillment with help of different Cosmetic consumers
Table 7: shows descriptive Statistics
Product Category Village Weekly Hat Tehseel District Total
Hair care Category Frequency 50 24 26 0 100
% 50 24 26 0 100
Personal Care Products Category Frequency 41 18 27 14 100
% 41 18 27 14 100
Body care Category Frequency 47 11 23 19 100
% 47 11 23 19 100
Skin care products Category Frequency 89 4 7 0 100
% 89 4 7 0 100
Facial Cosmetic items Category Frequency 32 17 28 23 100
% 32 17 28 23 100
Eye cosmetics Category Frequency 7 10 15 68 100
% 7 10 15 68 100
Perfumes category Category Frequency 4 10 22 64 100
% 4 10 22 64 100
Hair treatments in cosmetics Category Frequency 3 0 19 78 100
% 3 0 19 77 100

Below mentioned are the studied points emerging from the table shown above
• For Hair care, 50 respondents buy it from their village cosmetic market, 24 and 26 are the no. respondents buying from weekly hats and tehseel respectively.
• Study revels that the products for the personal care, shows maximum number of respondents i.e. 41 buying stuffs from village cosmetic market while it shows that few of the respondents that is shown 8 ,27 and 14 which are fulfilling this requirement through weekly hat also form some of the tehseel and district centres.
• For purchasing Body care most of the respondents(47) going to village shops 11 are going to weekly hat, 23 and 19 are going to tehseel and district centres respectively
• study shows that quit big number of respondents (89) are purchasing products like Skin care cosmetics from villages whereas study revels that only 4 and 7 are intrested in purchasing from weekly hat whereas somw intrested to purchase from tehseel respectively.
• Maximum no of respondents (32 and 28) purchase Facial Cosmetic items from village cosmetic market and tehseel only 17 and 23 respondents purchase from district centres and weekly hat.
• A very small (7) respondents purchase their Eye cosmetics from village maximum (68) are purchasing from district centres and 10 and 15 are purchasing from weekly hat and tehseel respectively.
64 respondents are going to district centres for Perfumes category
• Hair treatments in cosmetics are mainly purchased from district head quarter (77 respondents) and tehseel (19) only 3 are purchasing from villages.

3) The availability of various Cosmetics in rural cosmetic market
Below are various cosmetic products that you require may be available in store from cosmetic market which you visit often ?
Table 8 :below are product availability
Response Frequency Percent
availability Yes 9 9
availability No 91 91

This has been observed that maximum number of consumers ;respondents (91) say that the product are not available ie; cosmetic products not available in village cosmetic market that they needed at times.

Table 9: Belo chart shows the unwillingness for the purchase of substitutes in case the desired product or cosmetic brand fails to be available?

Do you have the unwillingness for purchase of substitutes in case your desired product or brand is not available? Frequency
Valid unwillingness Yes 48
No 43

Total 91

This has also been observed that in case when the village cosmetic cosmetic market is unable to fulfil the desired need some of the customers are bound to go for to go for available substitutes. However, some of them explore the other cosmetic cosmetic markets..

4) below are the factors that are influencing purchase decision in rural cosmetic markets
Table 10 : the mean values of influencing factors on the purchase decisions for the consumers respondents
Influencing Factor Mean Value Std. dev Rank
Impacting Suggestion from family member 2.42 1.165 3
Impacting Shopkeeper?s recommendation 2.58 1.093 2
Impacting Suggestion from friends 2.98 0.91 1
Impacting Advertisements 2.02 1.092 4

Hence the table reflects the mean value by the factors impacting purchase decision of therespondents rural customers. Also it has been seen customers respondents are most influenced by factors such as friends suggestions. Which has obtained mean value (2.98). the shopkeepers as well as family members also show significant impacts for the buying behavior ,whereas advertisement have less impact on the respondent buying behaviour of rural customers.

5) below is the satisfaction level for various factors of the accessible retail cosmetic market
Below is the mean scores for the satisfaction level of various factors
Table 11 : the mean scores for satisfaction level of factors
Various Factors Mean Value Std.dev
Price factor 3.38 .874
Accessibility factor 3.13 1.079
Variety of Brands factor 2.54 1.029
Quality factor 2.54 .968

Table 11 The above table shows the mean scores for satisfaction level for rural customers in accessible cosmetic market. its observed customers are mearly quite satisfied for the price as well as the accessibility of retail cosmetic market the mean vale 3.38 and 3.13 on the five point scales. Whereas the respondents are not satisfied with variety of cosmetics brands available and quality of products.
6) Below table shows the Influencing factor for the various purchase decisions as well its variation with the demographic distribution.
Table 12 : variation for gender Influencing factor.

Influencing Factor T value Sign Result
Factor-Suggestion from family member -4.317 .000 Significant
Factor-Shopkeeper?s recommendation 4.912 .000 Significant
Factor-Suggestion from friends .695 .489 Not Significant
Factor-Advertisements -.764 .446 Not Significant

• Study shows the influence of family member and shopkeeper?s recommendation for purchase decisions in rural customers significantly varies along with gender
• Friends Influence on suggestion and impact of advertisement on purchase decisions in rural customers are not significantly varies.

b) below table for Marital Status impact
Table 1.12 :various influencing factors variation with marital status
Factors Influencing T value Sign Result
Suggestion from family member -.255 .799 Not Significant
Shopkeeper?s recommendation -6.782 .000 Significant
Suggestion from friends 1.763 .081 Not Significant
Advertisements 4.952 .000 Significant

From the above table that the influence due to shopkeepers recommendation and advertisement for the purchase decisions on rural customers significantly is different for respondent marital status where as the influence of the family member , friends on purchase decisions of rural customers does not differ significantly marital status.

.

c) Family Type
Table 2.12 : factors impacting and Influencing variation with family type.

Influencing Factor T value Sign Result
Influencing Suggestion from family member -2.574 .012 Significant
Influencing Shopkeeper?s recommendation -.076 .939 Not Significant
Influencing Suggestion from friends 2.004 .048 Significant
Influencing Advertisements 1.104 .272 Not Significant

• Above chart shows that the influence of family member and Influencing friends suggestion on the purchase decisions of rural customers significantly varies along with their family type.
• The Influence from the shopkeepers recommendation and Influencing advertisement upon purchase decisions of rural customers are not significantly varies with their family type.

d) below is the age Group Table 13 : Influencing factor variation with Age Group

Influencing Factor F value Sign Result
Influencing Suggestion from family member 2.347 .078 Not Significant
Influencing Shopkeeper?s recommendation 12.834 .000 Significant
Influencing Suggestion from friends 2.748 .047 Significant
Influencing Advertisements 10.785 .000 Significant

• above chart has been showing the influence of shopkeepers recommendation and suggestion Influencing from friend and Influencing advertisement on purchase decisions of rural customers significantly varies with age.
• Influencing suggestion from the all the family’s members upon purchases made and decisions on it of rural customers does not significantly varies with gender.

e) Profession Table 14 : Below are the Influencing factors variation with various professions.

Factor Influencing F value Sign Result
Influencing suggestion from family member 2.559 .024 Significant
Influencing Shopkeeper?s recommendation 25.709 .000 Significant
Influencing Suggestion from friends 3.579 .003 Significant
Influencing Advertisements 9.240 .000 Significant

Chart above shows that the impact and the influence of various four factors Influencing varies significantly with their difference in profession.

f) Below shows Educational Qualification Table 15 : the following table reflects the factor influencing variation with educational qualification

Influencing Factor F value Sign Result
Influencing Suggestion from family member .755 .557 Not Significant
Influencing Shopkeepers recommendation 1.807 .134 Not Significant
Influencing Suggestion from friends 2.770 .032 Significant
Influencing Advertisements .812 .521 Not Significant

• The studied diagram reflects various Influencing factors as in suggestions from the various family members, Also the Influencing impact of the shopkeepers recommendations and also the Influencing advertisements impact on the purchase decision made by the various rural customers does not vary along with their qualifications education ;Influencing of suggestion from other factors like friends on the purchasing decision of the rural customer buyers significantly varies along with educational qualifications .

7) following diagram reflects that the level of satisfactions for existing retail cosmetic markets and the variations along with demographic distributions ; a) Gender
Table 16 : the variations in the Level of the satisfactions with the gender
Factors T value Sign Result
Price 2.704 .000 Significant
Accessibility 2.012 .000 Significant
Variety of Brands 2.674 .489 Not Significant
Quality 4.633 .446 Not Significant

• This has been observed from the above table that the satisfaction level of price and accessibility of retail cosmetic market rural customers significantly varies with gender
• The chart reflects the level of satisfaction along with the variety and quality of the products does not significantly vary with the gender.

b) Marital Status Table 17 : Below diagram shows variation in the Level of the satisfaction along with marital status

Factor ( status) T value Sign Result
Factor Price -.625 .533 Not Significant
Factor Accessibility 1.750 .083 Not Significant
Factor Variety of Brands -.148 .883 Not Significant
Factor Quality -.990 .325 Not Significant

Above diagram reflects that the level of satisfaction along with the existing retail in cosmetic market for all four of the factors does not significantly varies along with their marital status for their respondents.

c) Family Type Table 18 : chart shows variation for Level of satisfactions along with family type

Factor T value Sign Result
Factor Price -.828 .410 Not Significant
Factor Accessibility 3.889 .000 Significant
Factor Variety of Brands -1.259 .211 Not Significant
Factor Quality -1.983 .050 Not Significant

• Above diagram reflects that the satisfaction level for price and variety of different brands as well as quality of products from retail cosmetic market for the rural customers, does not ,significantly varies with their type of the family.
• Above diagram reflects that the level of the satisfaction along with accessibility for the retail cosmetic market impacts and significantly varies with the family type.

d) Age Group
Table 19 : Below is the chart showing variation in the Level of satisfaction with the age group

Factors F value Sign Result
Factor – Price .640 .591 Not Significant
Factor -Accessibility 2.962 .036 Significant
Factor -Variety of Brands .320 .811 Not Significant
Factor -Quality 1.464 .229 Not Significant

• Above diagram reflects that the Satisfaction level with the accessibility of retail cosmetic market ,significantly varies with age groups.
• Above diagram reflects that the satisfaction level of the price and the variety of different brands and quality of products of the retail cosmetic market for rural customers ,does not significantly varies ,with their age groups.

e) Profession Table 20 : Below is the chart showing variation in the Level of satisfactions with professions
Factors T value Sign Result
Factors Price 2.726 .017 Significant
Factors Accessibility 5.583 .000 Significant
Factors Variety of Brands 1.719 .125 Not Significant
Factors Quality 4.178 .001 Significant

• Above diagram reflects that the satisfaction level of the price, various accessibility and the quality of product for the retail cosmetic market for rural customers, varies significantly along with their age groups.

• The above diagram shows satisfaction level with the variety of various brands available at retail cosmetic markets which significantly varies along with the profession.

f) Educational Qualification Table 21 : Below is the chart showing the Variation for the Level of the satisfaction along with educational qualifications
Factors T value Sign Result
Factor Price 1.081 .370 Not Significant
Factor Accessibility .541 .706 Not Significant
Factor Variety of Brands .661 .620 Not Significant
Factor Quality .185 .946 Not Significant

• Above diagram reflects that the satisfaction level of the pricing, various accessibility and the quality of product along with various brands ,for the retail cosmetic market ,rural customers, does not varies significantly along with their educational qualification

• The above diagram shows satisfaction level with the variety of various brands available at retail cosmetic markets which significantly varies along with the profession.

Chapter No 5: Findings:

• As seen in the study, some of the retailers tried to understand and fulfill the requirement of rural cosmetic users but as such no model is fool proof, hence not living up on the expectation of various cosmetic users.
• This study attempt to understand various need of the rural india and available options to be fulfilled.
• This has also been observe, while respondents widely dispersed on basis of the products categories and on the other hand available retail cosmetic market option.
• Many are buying various personal care and hair care item from village and weekly haats. However, products like are body care skin care are mostly purchased from Tehsil and district centres.
• This has been also found out that many respondents also agreed that various products of their own choices are also not available in the existing retail option.
• More over they have to alternatively go for the various available substitutes. which has been observed that various factors are affecting cosmetic users’ purchase decision that vary with demographic factor.
• Cosmetic users are satisfied with prices and accessibility of the cosmetic market.
• Also found out that, comparatively they are unsatisfied along with Quality and also the Variety of brands.
• It has been also observed from the study conducted that the influences of family member upon purchase decisions also significantly vary along with genders, family types and the professions and does not varies along marital status ; educational qualification and age.
• Most of respondents not being satisfied by quality of products and variety of brands available at accessible retail cosmetic market and responses merely varies with demographic factors.

Suggestion :

• As no model is fool proof available and hence tracing the cosmetic markets and requirements are difficult research must be made in developing the models .

• expectations of the cosmetic users should be fulfilled as the users are not satisfied with the available options.
• Vide verities of market categories makes customers dispersed so all the a verities must be kept in under the single roof in the markets nearby
• Cosmetics such as personal care and hair care products should be made available in large proportion and in bulk as the consumers are shoeing th great demand in same products categories.
• Quality and the Varity of the cosmetics must be upgraded as the consumers are ready to expend on the need.

Appendix

References:

1 International Journal of Cosmetic marketing, financial services ; Management Research,vol1 no 4,April 2012,ISSN 22773622.Harrprit Kaur SAndhu.

2 International Journal of Cosmetic marketing, financial services ; Management Research,vol1 no 3,Merch 2012 ISSN22773622.Dr.Shaveta Gupta.

3 IRJC International Journal of Cosmetic marketing, financial services ; Management Research,vol1 Issue 8,August 2012,ISSN22773622.Sunanda sharma; Dr.Kashmira Lal.

4 African Journal of Business Management Vol. 6(2), pp. 652-657,18 January, 2012

Available online at http://www.academicjournals.org/AJBM

DOI: 10.5897/AJBM11.2187

ISSN 1993-8233 ©2012 Academic Journals

5 international journal of cosmetic marketing studies, vol. 4, no. 3; june 2012, issn 1918-719x e-issn 1918-7203, abdullah bin junaid, reshma nasreen.

6 changing dynamics of family decisions making hinterland with special reference to members’ life stage; sadaf siraj1; international journal of retailing & rural business perspectives volume 1, number 2, october-december’ 2012 issn (p):2279-0934, (o):2279-0942

7 poverty dynamic and households response: Disaster shocks

in rural bangladesh anuja jayaraman ; Pennsylvania state university;ph.d thesis; august 2006

8 volume 3, number 1, january – march’ 2014 volume 3, number 1, january – march’ 2014

ashok kumar s. r.1 dr. e. a. parameswara gupta2 issn (p):2279-0977, (o):2279-0985

international journal of applied services cosmetic marketing perspectives © pezzottaite Journals

9 Emerald , Changing faces: Cosmetic opinion leadership among womens in new Hungry Coulter, Robin A;Feick, Lawrence F;Price, Linda L European Journal of Cosmetic marketing; 2002; 36, 11/12; ABI/INFORM Global pg. 1287

1 Aldenn, Danaa L., Jan-Benedict E. M . Steenkam R Batra , “Brand Positioning Through Advertising: The Role of Global Consumer Culture”, Journal of Cosmetic marketing, 63(January), 19909

7 Hawkins, Del I., Roger J. Best, Kenneth A. Coney. (2004) Consumer Behavior: building cosmetic market strategy. McGraw-Hill: New York, 2004.

8 Prakash, Ved ; J. Michael Munson (1985). Values, expectations ; cosmetic marketing systems and product expectation. Psychology and Cosmetic marketing. 2, 1989.

9 Rentz, Joseph O. ; Reynolds, Fred D. Forecasting the Effects of An Aging Population on Product Consumption: An Age-PeriodCohort Framework. Journal of Cosmetic marketing Research 1991.Vol. 28, Iss. 3.

10 http://www.omretail.com/india/2009/04/itc-choupal-sagar-successful-rural.html

Questioner:

1) Sample Descriptions: Demographic Variables

a) Mention the age group you belong to.

Age Group Tick the box Remark if any
Below 30
30-40
41-50
Above 50
Total

b) Mention Distribution of respondents on the basis of gender
Gender Tick the box Remark if any
Male
Female
Total

c) Mention Distribution of respondents on the basis of marital status
Marital Status Tick the box Remark if any
Single
Married
Total

d) Mention Distribution of respondents on the basis of marital status family type
Family Type Tick the box Remark if any
Nuclear
Joint
Total

e) Mention Distribution of respondents on the basis of profession

Profession Tick the box Remark if any
Service
Business
Student
House wife
Farmer
Teacher
Other
Total

f) Mention Distribution of respondents on the basis of Educational Qualification
Educational Qualification Tick the box Remark if any
Primary
High School
Senior Secondary
Graduate
Post Graduate
Total

2) Mention Distribution of customers on the basis of need fulfilment through different Cosmetic users
Product Category Tick the box Village Weekly Hat Tehseel District Remark
Hair care

Personal Care Products

Body care

Skin care products

Facial Cosmetic items

Eye cosmetics

Perfumes category

Hair treatments in cosmetics

3) Mention Availability of Cosmetics products in rural cosmetic market
Are all cosmetics products you need is available in that store located in cosmetic market place that you visit?

Response Tick the box Remark if any
Yes
No

Do you have to unwillingly purchase substitutes in case your desired product/brand is not available? Tick the box
Valid Yes
No
Total

4) Mention Factors influencing purchase decision in rural cosmetic markets

Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

5 Mention Satisfaction level of different factor of accessible retail cosmetic market

Factors Tick the box Remark
Price
Accessibility
Variety of Brands
Quality

6) Mention Influence of factors on purchase decisions and its variation with demographic distribution a) Gender

Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

b) Mention Marital Status Influencing factor variation with marital status

Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

c) Mention Family Type Influencing factor variation with family type

Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

d) Mention Age Group Influencing factor variation with Age Group
Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

e) Mention Profession influencing factor variation with profession

Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

f) Mention Educational Qualification Influencing factor variation with educational qualification
Influencing Factor Tick the box Remark
Suggestion from family member
Shopkeeper?s recommendation
Suggestion from friends
Advertisements

7) plz mention levels for the satisfaction of your existing retail cosmetic market and also variation with demographic distribution Gender Variation in Level of satisfaction with gender
Factors Tick the box Remark
Price factor
Accessibility
Variety of Brands factor
Quality factor

b) Mention Marital Status Variation in Level of satisfaction with marital status
Factor Tick the box Remark
Price
Accessibility
Variety of Brands
Quality

c) Mention Family Type Variation in Level of satisfaction with family type
Factor Tick the box Remark
Price
Accessibility
Variety of Brands
Quality

d) Age Group
Mention Variation in Level of satisfaction with age group
Factors Tick the box Remark
Price
Accessibility
Variety of Brands
Quality

e) Mention Profession Variation in Level of satisfaction with profession
Factors Tick the box Remark
Price
Accessibility
Variety of Brands
Quality

f) Mention Educational Qualification Variation in Level of satisfaction with educational qualification
Factors Tick the box Remark
Price
Accessibility
Variety of Brands
Quality