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Makeup – To Beautify? Or To Attract?
By
Karthigeyan. SDinesh kumar N GNaveen Vishnu S
Ashwin U K
Contents
Purpose of the Study Importance of the Study Relevance of the Study Literature Review
Purpose of the Study
To identify the intention of girls to use makeup Is it to beautify themselves? Is it it attract others? What do others, specifically men, understand about
this?
Importance
To help understand attitudes of girls between 18 and 27 years at PSGIM
To help understand perceptions of such girls and boys in the same age group
To help potential 'grooms' and 'brides' to make informed decisions while making “life-partner decisions”
Relevance
Indian Makeup Industry valued at $224.4 mn Estimated to reach $308.9 mn by 2017 Intense competition among players Need to educate people that make-up is only skin-
deep
Literature Review
Guthrie, M. F., & Kim, H. S. (2008). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.
Buzzback Market Research. (2006) Exploring Beauty: Her Self-image, Attitudes, and Beliefs. New York, Available from http://www.buzzback.com
http://www.wisegeek.org/why-do-women-wear-makeup.htm