“A STUDY ON PREFERENCE OF WOMEN ON BRAND IMAGE OF

COSMETICS IN CHENNAI”

By

P. Dhivya

K . Dhanahasini

R. Maria Shirley

D. Preetha

A PROJECT REPORT

Submitted on the basis of Research Methodology

in partial fulfillment of the requirement for the award of the

P.G. DIPLOMA IN H.R.M.

Madras Christian College(Autonomous)

Tambaram

Chennai – 59

(2011 – 2012)

INTRODUCTION

1. INTRODUCTION:

Almost every business has a trading name, from the smallest market trader to the largest multi-

national corporation. Only a minority of those businesses however, have what could be classed

as a ‘brand’ or a ‘brand name’. Branding is a word commonly referred to by advertisers and

marketing people, but what does it actually mean, how can you get it, and most importantly; how

will it benefit your business?

1.1. BRANDING:

A well-known brand is generally regarded as one that people will recognize, often even if they

do not known about the company or its products/services. These are usually the business name or

the name of the product, although it can also include the name of a feature or style of a product.

The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even

design features (e.g. regularly used colors or layouts, such as red and white for coco cola.) that

identify the company or its products/services.

For example: The Nike brand name is known throughout the world, people can identify the name

and logo even if they have never bought any of their products. However, not only is the company

name a brand, but the logo (The ‘tick’ symbol) is also a strong piece of branding in its own right.

The majority of people that are aware of the company can also identify it from this symbol alone.

1.2. BRAND IMAGE:

Brand image is the current view of the customers about a brand. It can be defined as a unique

bundle of associations within the minds of target customers. It signifies what the brand presently

stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the

customers’ perception about the product. It is the manner in which a specific brand is positioned

in the market. Brand image conveys emotional value and not just a mental image. Brand image is

nothing but an organization’s character. It should highlight an organization’s mission and vision

to all. The main elements of positive brand image are-unique logo reflecting organization’s

image, slogan describing organization’s business in brief and brand identifier supporting the keys

values.

1.3. RECOGNITION AND LOYALTY:

The main benefit of branding is that customers are much more likely to remember your business.

A strong brand name and logo/image helps to keep your company image in the mind of your

potential customers.

If your business sells products that are often bought on impulse, a customer recognizing your

brand could mean the difference between no-sale and sale. Even if the customer was not aware

that you sell a particular product, if they trust your brand, they are likely to trust you with

unfamiliar products. If a customer is happy with your products or services, a brand helps to build

customers loyalty across your business.

1.4. IMAGE OF QUALITY:

A strong brand projects an image of quality in your business; many people see the brand as a part

of a product or service that helps to show its quality and value.

It is commonly said that if you show a person two identical products, only one of which is

branded; they will almost always believe item is higher quality.

If you can create effective branding, then over time the image of quality in your business will

usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a

brand (and your business image), especially if it continues over a long period of time.

1.5. FEATURES OF A GOOD BRAND NAME:

A good brand name should have following characteristics:

1. It should be unique/ distinctive (for instance-Kodak, Mustang).

2. It should be extendable.

3. It should be easy to pronounce, identified and memorized.

4. It should give an idea about product’s qualities and benefits.

5. It should be easily convertible into foreign languages.

6. It should be capable of legal protection and registration.

7. It should suggest product/ service category.

8. It should indicate concrete qualities.

9. It should not portray bad/ wrong meanings in other categories.

REVIEW OF LITERATURE

2.1. HISTORY OF LAKME

History of Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a

100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the

French opera Lakmé , which itself is the French form of Lakshmi, the goddess of wealth, also

renowned for her beauty. Indian cosmetLakme was started in 1952, famously because the then

Prime Minister, Jawaharlal Nehru, was concerned that Indian women were spending precious

foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in

India. Simone Tata joined the company as director, and went on to become its chairman. In 1996

Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200 Crore[1](45 million US$), and went

on to create Trent and Westside. Even today, when most multinational beauty products are

available in India, Lakme still occupies a special place in the hearts of Indian women.[citation needed]

Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all

over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India

providing beauty services.

2.2. HISTORY OF POND’S

HISTORY OF POND’S

History – a 'wonder product' in 1846. A trusted beauty secret today!

Pond's rich beauty heritage began back in 1846 when Theron T. Pond, a pharmacist from Utica,

New York, introduced 'Pond's Golden Treasure', a witch-hazel based 'wonder product'.In 1886 it

was re-launched as 'Pond's Extract' and in 1905, the launch of Pond's Cold Cream marked the

brand's evolution to a face care icon.

Today, with more than 100 years of face care expertise, Pond's products have stood the test of

time and are considered women's 'beauty secret.' Pond's continues to bring women, products with

unique fragrances and textures to delight the spirit and senses.

These days, getting the right face care can seem daunting. The good news is beautiful skin

doesn't have to be hard, involving hefty price tags, empty promises, or complicated, time-

consuming routines. Beautiful skin can be easy to achieve, and affordable.

Since 1846, POND'S has been known for simple, effective skin care products that work. That's

why generations of women have trusted POND'S to leave skin looking and feeling simply

beautiful. With today's women busy balancing work, family and everything else that comes their

way, POND'S wants to help simplify life by simplifying skin care, with beautiful results every

time.Our product formulas are time-tested and convenient to use. Our Cold Cream has been a

classic beauty essential for over 100 years - combining gentle deep cleansing with moisture that

stays locked in. Our Original All Day Clean Towelettes were the first to make removing dirt,

make-up and impurities as easy as one simple swipe. Dry Skin Cream is an extra-rich moisturizer

that is quickly absorbed into the skin and is nourishing enough for day or night.

2.3. HISTORY OF OLAY

HISTORY OF OLAY

Olay is a product truly born from love, as it was created by a man as a gift for his wife. In the

1950s, chemist Graham Wulff saw his wife Dinah’s frustration with the thick, waxy beauty

creams that came in shoe-polish tins. They left her skin looking greasy, and they certainly didn’t

fit with her feminine sensibility. Graham wanted to create a new beauty product for her—one

that could not only moisturize her skin, but also leave her feeling beautiful and feminine.

Together, Graham and Dinah fine-tuned everything from absorption and texture to the delicate

pink shade and instantly recognizable fragrance. At last, the legendary Oil of Olay Beauty Fluid

was born.

With his formula complete and the first batch mixed by hand, Graham enlisted the help of an

advertising agency that he found in the Yellow Pages. Account executive Jack Lowe quickly

became Graham’s lifelong friend and business partner, and the two soon created a company to

produce and market Oil of Olay.

Within five years, Olay was enjoying phenomenal success in South Africa, and in 1959

expanded into England, the United States, the Netherlands, Canada and Germany. Needless to

say, the Olay business flourished. Eventually, Olay was sold to Richardson Merrill, which later

became Richardson-Vicks. In 1985, Procter & Gamble bought Richardson-Vicks and gained the

Olay brand.

In 2000, Procter & Gamble decided to shorten the brand name to Olay. The formula had evolved

over the years, and the original name no longer fit with what women have come to expect from

Olay—a light, greaseless formula that absorbs quickly into the skin.

Today, Olay is one of the most recognizable brands in the world. Yet through all the changes and

innovations, the philosophy upheld by Graham Wulff remains just as relevant as ever: Help

women look and feel beautiful. That’s a potent formula for success.

2.4. HISTORY OF GARNIER

The Garnier brand is a division of L’Oreal cosmetics company operating worldwide hair

cosmetics and perfume GmbH & Co. KG, which in 2007 was 17.1 billion euros annual sales to

the world leader in cosmetics. Garnier is represented in Europe, North and South America and

Asia.

In drugstores and department stores are the products of facial and body care, sun care, hair

care and styling and colorations available as “Consumer Products” in the middle price segment

of the masses. Main goal is to make these products as beauty care products that radiate optimism,

make available all over the world.

Garnier already existed in the French market 1904th One of the first products was a hair

tonic on the basis of plant extracts. 1986 L’Oreal bought the distribution rights at Laboratoires

Garnier, 1991, the hair care brand Dralle and 1995 skin care products the firm jade integration.

Since 1996 is the brand Garnier.

The Garnier company philosophy: The preference of natural ingredients with proven

effectiveness is how the brand promise, the roots of natural beauty lay in the responsible use of

himself and would be supported by healthy nutrition and body care. Since October 2003, serves

the actress Iris Berben, which advertises the “Coloration Nutrisse” and the anti-aging series ultra-

lift “, as Garnier ambassador with the motto “Think of You.”

The efficacy and tolerability of the ingredients are reviewed by Garnier in different test

methods. In Bioscreening method, a method for molecular screening, which finds application in

the pharmaceutical industry, are fully automated cell cultures incubated and later tested in vitro.

The in vivo method is used for anti-aging and anti-cellulite products. Anti-cellulite market

revolutionized by developing its own special application Garnier Roll-on   form the 2005.

The scientific research is conducted in 13 research centers and 13 evaluation of the safety and

efficacy aspects. The company is clinically independent studies carried out under dermatological

and / or eye doctor’s supervision. Before and after the introduction of a consumer product studies

are performed to ensure the long-term customer satisfaction.

As one of the leading product lines worldwide, the sun protection series “Garnier Ambre

Solaire Delial” is to Garnier engaged in the prevention of skin cancer as a long-time partner of

the ECL (European Cancer Leagues) and since 2006 as supporters of the “Initiative for healthy

skin” of the  Green Cross Association that promotes preventive health care in world. All sun

protection products are compliant with the recommendations of the European Commission for

Protection against the harmful UVA / UVB rays.

Among the most successful products in the facial, the “Ultra-lift”- in which physical therapy,

anti-cellulite “Body tonic “- in the hair care “Fructis” products and in the field of hair color the

“Nutrisse Cream”.

2.5. HISTORY OF NIVEA

There aren’t many cosmetic products more iconic than Nivea Creme.

It is probably one of the oldest formulations on the market at the moment. It was first launched

before the first world war in Germany by the company that was later to become Beiersdorf. The

name is the latin for snow white. It was the first water in oil emulsion to be marketed. Water in

oil emulsions are very effective barrier creams and are a great treatment for dry skin. With

modern materials formulators can produce water in oil emulsions relatively easily, but back

when Nivea was first developed the only option was to use lanolin. Nivea uses a particular

lanolin derivative and this is still used today.

The distinctive blue jar was launched in 1925. To me, the design still has a sort of twenties

Bauhaus form follows function look to it. I don’t think it is too dated even though it is probably

the oldest packaging format on the shelf.

On top of this, as far as I know Nivea is the only brand that has ever been a part of a war booty.

At the end of WWII the rights to distribute Nivea somehow ended up in British hands. For many

years it was made in Hull. While it was made in Britain the look and feel of the product wasn’t

changed, but there were some major innovations in the way it was manufactured.

At the end of the Eighties the original company bought it back again and returned manufacture to

Germany. It has returned home.

I think that this product owes its longevity to basically doing the job for which it is intended. I

think if you have particularly dry skin then Nivea will definitely help it. This product will be a

hundred years old soon – I don’t see any reason it shouldn’t go on for another hundred after that.

3. STUDY ON PROJECT

3.1. IMPORTANTS OR SIGNIFICANCE OF THE STUDY

The study enables the customers in particular to women in their choices with the various

brands of cosmetics.

The study is useful to know the various brands of cosmetics available in the market.

The study helps the society to adapt to the changing preferences of the women in their

choice of cosmetics .

The study enhances the impact of the value of product on women.

The study takes into consideration all the aspects of brand image and helps company for

future research and developments.

3.2. SCOPE OF THE STUDY

The study is restricted to women living in urban areas of Chennai city.

The study was conducted mainly on the women who were interested in experimenting the

various available brands of cosmetics in the market.

The researchers has approach to various categories of customers such as college students,

working women, customers visiting beauty parlors often.This is mainly done for the

collection of primary and secondary data.

3.3.OBJECTIVES OF THE STUDY

To evaluating brand image of cosmetics by the women.

To identify the market leaders of cosmetics in the market.

To access the impact of various brands of cosmetics on women customers.

To suggest certain recommendation for future improvement of brand image.

3.4. SAMPLING METHOD:

In this context of this project is done by a group of four members by convenient

sampling method through questionnaire.

SAMPLE SIZE :

Our sample size is 50.

SAMPLE AREA :

The survey is taken from the college students, working women, customers visiting

beauty parlors in Chennai city.

PERIOD OF STUDY :

The study is taken between three weeks of September and October 2011.

3.5. TYPES OF DATA COLLECTION

PRIMARY DATA:

In this research the source primary data is the questionnaire filled by the students and

the public.

SECONDARY DATA :

To know about the various brand of cosmetics that is the history of every brand and

their growth by making use of internet.

3.6. LIMITATIONS

Finding data was very difficult.

My research area was restricted to limited extent within Chennai.

Since we are students Finance is main limitation for us.

Result can be only approximate and cannot be accurate.

ANALYSIS

4. ANALYSIS

“A STUDY ON PREFERENCE OF WOMEN ON BRAND IMAGE OF

COSMETICS IN CHENNAI”

1. Knowledge on branded products

OPTIONS PERCENTAGE

Magazine 6

Suggestions from friends 18

Advertisements 24

Others 2

Percentage0

5

10

15

20

25

30

MagazineFriendsAdvertisementsOthers

2. Buying Preference

OPTIONS PERCENTAGE

Branded Owned specialty shop 36

Beauty Saloons 2

Departmental Stores 8

Dealers 1

Retailers 3

Percentage0

5

10

15

20

25

30

35

40

Branded Owned ShopsBeauty SaloonsDepartmental StoresDealersRetailers

3. Preference of Branded products

OPTIONS PERCENTAGE

Price 6

Brand Name 3

Quality 38

Others 3

Percentage0

5

10

15

20

25

30

35

40

PriceBrand NameQualityOthers

4. What are the products do you use regularly?

OPTIONS PERCENTAGE

Lipstick 35

Face cream 45

Nail polish 48

Eye liner 45

Mascara 25

Face wash 20

Shampoo 42

Soap 48

Regular Usage of products

LipstickSoapFace creamNail polishEye linerMascaraFace washShampoo

6.Would you change your Brand preference if price changes?

OPTIONS PERCENTAGE

Yes 5

No 45

Percentage0

5

10

15

20

25

30

35

40

45

50

YesNo

7. What made you to use the products ?

OPTIONS PERCENTAGE

Fashion 5

Impact 20

Beauty Sake 18

Influenced by others 7

Percentage0

5

10

15

20

25

FashionImpactBeauty SakeInfluenced by others

8.How frequently you use cosmetic products ?

OPTIONS PERCENTAGE

Occasionally 18

Daily 20

Rarely 12

Percentage0

5

10

15

20

25

OccasionallyDailyRarely

9.How much do you spend on cosmetic product for a month ?

OPTIONS PERCENTAGE

100 – 500 29

500 – 1000 16

Above 1000 5

Others 0

Percentage0

5

10

15

20

25

30

35

100 – 500500 – 1000Above 1000

10. Do you think presenting yourself on using these branded products gives you?

OPTIONS PERCENTAGE

Comfort & Confidence 28

Royal look 4

Beauty 12

Unique 6

Percentage0

5

10

15

20

25

30

Comfort & ConfidenceRoyal lookBeautyUnique

11. A Brand image always creates my loyality to stick to one brand?

OPTIONS PERCENTAGE

Strongly agree 10

Agree 30

Disagree 6

Strongly disagree 4

Percentage0

5

10

15

20

25

30

35

Strongly agreeAgreeDisagreeStrongly disagree

12. I feel that I will have the same Characters of the brand after using its cosmetic

products?

OPTIONS PERCENTAGE

Strongly agree 4

Agree 20

Disagree 22

Strongly disagree 4

Percentage0

5

10

15

20

25

Strongly agreeAgreeDisagreeStrongly disagree

13. Do any of the products causes any side effects to you?

OPTIONS PERCENTAGE

Allergy 16

Swelling 5

Itching 6

Rashes 3

None 20

Percentage0

5

10

15

20

25

AllergySwellingItchingRashesNone

14. Have you changed any of the products because of side effects ?

OPTIONS PERCENTAGE

Yes 17

No 33

Percentage0

5

10

15

20

25

30

35

YesNo

6. SUGGESTIONS

Many of the consumers would like to consume good cosmetic brand by various means

such as quality brand name, friends and relatives and advertisements etc. where

consumers prefer cosmetics occasionally. Before using the product they should have

knowledge about the product and price etc. They may also see if there is a defect in using

cosmetics often before buying the cosmetic products. The main aim of using the

cosmetics by the people because to show them beautiful, bright and confidently present

them before others. However they concentrate according to their suitability and utility of

the product.

CONCLUSION

The study of the brand image regarding cosmetics with references to women reveal that

the consumer or planning and making several decision before purchasing cosmetics. They

are ready to buy cosmetics having good quality to satisfy their needs. Then consumers

should not compromise with the poor quality products, even for low price. Consumer

should never fail to follow their principles and policies to buy branded products, though it

benefits and retains more for them.

Bibliography :

http://www.nivea.in/products

http://www.herbalcureindia.com/lakme/

http://all-beautybrands.com/beauty-brand-garnier.html

http://www.olay.com/Pages/HistoryofOlayOlay.aspx

http://www.google.co.in/#q=history+of+ponds+products&html

www. wikepedia.com

BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON PREFERENCE OF WOMEN ON

BRAND IMAGE OF COSMETICS IN CHENNAI” is the bonafide work of four group

members who carried out research under my supervision.

P. Dhivya, K .Dhanahasini, R. Maria Shirley, D. Preetha.

Certified further, that to the best of my knowledge the work reporter here in does not form

part of any other project or dissertation on the bases of which a diploma of award was

confirmed on an earlier occasion on this or any other candidates.

Signature of the Guide

Mr. karthick

DECLARATION

We the students of Madras Christian College(Autonomous) School of Continuous

Education Tambaram and here by we declare that this project report titled “A STUDY ON

PREFERENCE OF WOMEN ON BRAND IMAGE OF COSMETICS IN CHENNAI” is an

original work done by us and submitted to the MCC School of Continuous Education, for the

award of P.G.D.H.R.M. we further declare that any part of this project itself has not been

submitted anywhere else for the award of degree/ diploma.

Place: Chennai

Date:

Signature of the candidates

CONTENTS

INTRODUCTION

REVIEW OF LITERATURE

ANALYSIS

SUGGESTIONS

CONCLUSION

LIST OF CONTENTS

1. Introduction

1.1. Branding

1.2. Brand image

1.3. Recognition and loyalty

1.4. Image of quality

1.5. Features of a good brand name

2. Review of literature

2.1. History of Lakme

2.2. History of Ponds

2.3. History of Olay

2.4. History of Garnier

2.5. History of Nivea

3. Study on project

3.1. Importance or significance

3.2. Scope of the study

3.3. Objectives of the study

3.4. Sampling method

3.5. Types of data collection

3.6. Limitations

4. Analysis

5. Research Methodology

6. Suggestions and conclusion

Bibliography

5. RESEARCH METHODOLOGY

Qualitative research is a method of inquiry employed in many different academic disciplines,

traditionally in the social sciences, but also inmarket research and further contexts.[1] Qualitative

researchers aim to gather an in-depth understanding of human behavior and the reasons that

govern such behavior. The qualitative method investigates the why and how of decision making,

not just what, where, when. Hence, smaller but focused samples are more often needed than

large samples.

In the conventional view, qualitative methods produce information only on the particular cases

studied, and any more general conclusions are only propositions (informed

assertions). Quantitative methods can then be used to seek empirical support for such research

hypotheses. This view has been disputed by Oxford University professor Bent Flyvbjerg, who

argues that qualitative methods and case study research may be used both for hypotheses-testing

and for generalizing beyond the particular cases studied.Thus we followed

QUALITATIVE RESEARCH METHODOLOGY to analyses our project.

STUDY

ON

PROJECT

RESEARCH

METHODOLOGY

SUGGESTION

AND

CONCLUSION

ACKNOWLEDGEMENT

We would like to express my heart-felt gratitude to my college for giving us a nice

opportunity does a project.

We would like to thank Mr. KARTHICK who have helped and guided us through

this project for completion.

We also thank people who gave response for the survey conducted by our team

members.

We also thank people who helped technically for the completion of our project.

Also we thank our friends, relatives, and family members for supporting us

financially and mentally to explore our talents by motivating in right way.