chapter 1,2,3
TRANSCRIPT
Chapter-I
INTRODUCTION
Chapter Contents
Page
Need for and Importance of the Study
Definition of Personal Care Product
Review of Literature
Objectives of the study
Hypotheses
Methodology
Scope of the Study
Period of the Study
Limitations of the Study
Chapterisation
Chapter – I
Changing lifestyle of Indians has been showing healthy growth in personal care market during recent years. The preference of Indian consumers is changing from the ‘merely functional’ products to more ‘advanced and specialized’ cosmetic items. In 2005, sales of cosmetics and toiletries rose by 6% in current value terms in India. Monteiro(2003) also predicted the huge potential for cosmetics in India. The annual spending of Indian consumers on cosmetics and toiletries in 2005 was just over US$3. The entry of many multinationals into the Indian cosmetics and toiletries industry in 2005 has made it an extremely challenging and dynamic market. Foreign players have focused more on product innovation; re-launches and brand extensions spread across multiple price points, and enhanced product penetration by extending their distribution networks. The leading players have streamlined their advertising spend to effect savings that has allowed them revamp their pricing strategies as well as offer free gifts to retain consumers. The total personal care market (excluding toiletries) in India was estimated to be worth Rs. 40 billion (USD 850 million) in 2003. The rate of growth in this market is about 10-15 % year on year. Further it has been observed that the industry is intensely competitive and there are many players (both local and multi-national).
The major players in the market like Hindustan Lever Limited, Godrej Consumer Products Limited, Colgate-Palmolive, Emami and Dabur have built wide distribution channels with national reach. However, it is observed that big national players are facing competition from local players and are losing significant market share in some areas.
The sales of cosmetics in 2010 at constant 2005 prices were Rs. 195.6 billion, the main reasons being a greater ability to purchase personal grooming products among a larger base of financially independent women, frequent relevant product launches and growing beauty consciousness and awareness, especially among the younger population. Despite the huge nascent potential in India, cosmetics and toiletries are expected to grow at a relatively slow pace in constant value terms over the 2005-2010 forecast period. The probable reason being lackluster performance of products which have already a greater household penetration, such as bath and shower products and oral hygiene, together represent over half of the value sales of cosmetics and toiletries in India. However the growth was affected by low product awareness or lack of inclination to spend on cosmetics and toiletries especially in rural areas. The aggressive price wars from local and regional players, which seized volumes with higher trade margins and heavily discounted offerings, have also contributed to the same.
Need for and Importance of the Study
Consumer behavior is quickly gaining new ground over the years. This has become even more relevant in the present day world, marked up by rapid changes in the demographics social status, Values and Lifestyles (VALS). It holds great interest for manufacturers, advertisers, research agencies, consumers and students of human behavior. Understanding Consumer Behaviour looks at things like: Who buys our products or services? Who makes the decision to buy the product? What needs must be satisfied? Why do customers buy a particular brand? Where do they go or look to buy the product or service? When do they buy? Any seasonality factors? Who influences the decision to buy the product? Do customers’ lifestyles influence their decisions? How do personal or demographic factors influence the purchase decision? What social factors might influence the purchase decision? A consumer buying behaviour is influenced by cultural, social and personal factors. When the theory and reality of buying behaviour is understood the marketer will be able to deliver the right product to the consumers. In today’s changing environment understanding the buying behaviour conditions becomes very difficult and even paramount. The following factors in the environment create the need and importance of studying the consumer behaviour:
Information explosion Product penetration: Rural and Urban Rate of Innovation Increase in income levels Seamless boundaries More attention to personal care and hygiene Price becoming highly competitive MNCs entering the cosmetics market in a big way Easy availability of consumer finance
In the light of such a scenario understanding consumer behaviour becomes very important. Hence there is a need for a study of the proposed nature.
` Definition of Personal Care Product1NSF (National Science Foundation) defined “Personal care product as a non-medicinal consumable product that is intended to be used in the topical care and grooming of the body and hair and that is rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to a body, human or animal, for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body’s structure or functions. Personal care products are specifically for use in such activities as cleansing, toning, moisturizing, hydrating, exfoliating, conditioning, anointing, massaging, coloring/decorating, soothing, deodorizing, perfuming, and styling.”
1http://standards.nsf.org/apps/group_public/download.php/1055/Comments%20on%20Definition%20section.pdf
NSF defined “Cosmetic: (1) an article intended to be rubbed, sprinkled, or sprayed on, introduced into, or otherwise applied to the human body or any part thereof for cleansing, beautifying, promoting attractiveness, or altering the appearance, and (2) an article, other than soap, intended for use as a component of any such articles.”The author has made an attempt to understand what products fall into the personal care product category. For this understanding the author explored the definition given by NSF, visited different specialty retail outlets of personal care products like Health and Glow and finally conducted a focus group interview of forty women who usually use the personal care products in their daily life and concluded the four broad categories of personal care products.
Review of Literature
The broadening of the marketing concept and application of the same to consumer behavior is of recent origin. The literature on consumer behavior and personal care products and its allied aspects is available in books, information brochures, booklets, advertisements in newspapers, magazines and on Television Channels, articles published in different journals and newspapers and project reports or study reports brought out by various individuals and institutions. The important ones among them are reviewed hereunder.
Cosmetics Consumer Behaviour
Michelle Guthrie, et al (2008) observed that while the brand personality of competence was found to be important across all three brands, consumer perceptions pertaining to the remaining brand personality traits differed. This study found that consumers' facial image influenced the total quantity of cosmetics used but not the variation in quantity in different situations. Results also indicate that a relationship exists between facial image and brand perceptions. Also, it was found that a different group of brand personality traits influenced brand attitude for each cosmetic brand. This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands. The cosmetic products are foundation, face powder, concealer, mascara, eyeliner, eye-shadow, eyebrow pencil, lipstick/lip color, lip gloss, lipliner, and blush. By examining how facial image and cosmetic usage determine brand perceptions, companies can improve their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers, companies can pin-point the characteristics customers look for in a product, which in turn can be used to enhance brand image. Further research on different age groups and cultures should be conducted to better understand cosmetic consumers.
Padmavathy.P and Murugananthi.D (2007) observed that the number of working persons in the family plays a positive influences in the purchasing behavior of bread. It was also observed that milk bread and sweet bread were most preferred types of breads, while the reason of consumption varied from consumed while sick or consumed as an evening snack, only one-thirds consumed bread as regular diet. While purchasing bread availability and proximity were the most important of the factors, most of the respondents purchased it from bakery. The most preferred was 400gms and the children were the major influencers in bread buying decision making.
Ultimately, it was observed that the consumers felt that ‘save time’ and ‘preferred by children’ are the important factors influencing purchase of bread.
Jai Singh Parmar and Yashvant Gupta (2007) study focus on understanding the demographic factors influencing the use of cosmetic which includes age, occupation and income. Further, the study was conducted to understand the consumer’s brand loyalty towards cosmetics. The study place is Shimla town, with a sample size of 100. The major finding was that age, occupation and income has a significant influence on the reasons in usage of cosmetics. It was also found that brand switching was common among cosmetics users especially when their regular brand was not available. It was found that users preferred either home made or herbal cosmetics rather than synthetic cosmetics and had relatively negative attitude towards synthetic cosmetics.
Bhawna Garg (2007) studied five aspects of the rural consumers in that the first is how rural consumers get information regarding various brands. Second was studied on the consumption pattern of hair oil in rural consumers. Third was to analyze the factors influencing the brand choice. Fourth was to ascertain the factors affecting the purchasing decision for using hair oil and fifth was to study the consumers brand loyalty towards hair oil. To study the brand preference of hair oil, 150 sample consumers were selected in Jhangadi (Mawana) by adopting convenience sampling method. It was observed that TV advertising had a deep impact on the minds of consumers(47%) for the villages. Fragrance is the factor (28%) influencing in purchasing decision of hair oil, followed by attractive packing, small packs and low price. It was also found that the favorite brand of hair oil is Vatika (58%), followed by Keo Karpin and Dabur Amla.
Urvashi Makkar et al. (2007) observed that the increasing size of the middle-class population in India, representing a growth of disposable incomes, has led to more consumers for the cosmetic market. The Gen-X has strong positive attitude towards herbal cosmetics. Such consumers are more inclined to purchase higher-priced products. Although Indians are strongly attached and committed to their traditions and culture, the advent of television and the awareness of the western world are changing the tastes and customs of India.
Vinith Kumar Nair. Prakash Pillai R (2007) studied the demographic profile of cosmetic consumers (300 respondents) of Kerala while examining the style of purchase of the cosmetics. Furthered the study was focused on understanding the different factors involved in purchase decision of cosmetics along with the spending pattern of cosmetic consumers. It was observed that male consumers generally prefer to purchase and make the brand selection of cosmetics individually (51%). Quality is the major factor influencing the purchase decision of male consumers. It is also observed that male consumers buy (48%) all their cosmetic items from one shop. It has been observed from the study that female cosmetic consumers (47%) prefer to purchase cosmetics individually. It also reveals that one of the main sources of information among the females about different brands of cosmetics is friends group. Even though friends play a very important role in women cosmetic purchases, the specific brand selection is most of the times done individually (61.3%). Women consumers tend to buy cosmetic items from any shop of their convenience rather than a single shop. They buy all their cosmetic items from different shops rather than a single shop. Quality is given utmost preference by the women consumers and they tend to spend Rs.101- 300 per month on cosmetics.
Sameer Kumar et al (2006) observed that cosmetic industry is a very lucrative, innovative, and fast paced industry where product innovation is the key to success. The purpose of this paper was to present a detailed analytical (qualitative) study of cosmetic industry in the global marketplace with a focus on the four market leaders in this industry relative to their business and innovation strategies. Business analyses include Strengths, Weaknesses, Opportunities and Threats (SWOT), Porter's value chain and five forces, and financial applied to the four industry leaders. It was found that each of four cosmetic companies is unique. They each offer something different to the industry; selling method, marketing strategy, product line, and distribution channel. Further, it was observed that industry trends indicate that the future of cosmetics may move towards more joint ventures between drug companies, cosmetic companies and nutritional/food companies as cosmetic companies look for new ways to be innovative.
Tarang Vaish (2006) studied the pre- and post-purchase behavior for cosmetic products of 116 consumers and 5 retailers on a weekend at Banjara Hills and Begumpet Hyderabad. The focus was on brand preferences, usage patterns and the role of marketing communications in the decision-making process. It was observed that weekends between 6.00pm to 9.00pm was considered as the best time to buy cosmetics. The most recalled brands were found to be Lakmé, Revlon, L'Oreal, Maybelline and Garnier in that order. The advertisement recall was high for TV commercials as compared to print ads. The correlation between top-of-mind recall and advertisement recall was found to be high at 0.87. The presence of beautiful celebrities like Aishwarya Rai and Yana Gupta, makes commercials more noticeable and easily recalled. Most of the respondents prefered medium sized packs while buying cosmetics. In terms of purchase cycle both married and single women were found shopping once in three months while young girls were found shopping once every month. It was observed that 75% of the traffic during weekends in cosmetics section were women the rest being men. While women spend more on hair care and skin care, men spend more on fragrance than hair care and skin care. Most of the customers are brand loyal. There is an emerging trend towards herbal/natural products, which are perceived to be less harmful, compared to chemical-based cosmetics. The shift is there in both single and married females but it is more for middle-aged females. This trend is catching up very fast even in the youth segment (i.e.18-24 years).
Kavitha G (2006) studied the effectiveness of the advertising techniques used in the personal care segment of women consumers in Chennai city, sample of 100 considered in the study. It was observed that Hamam, Sunsilk and Lakme had the highest brand recall and were also considered the best brands by the respondents. In the soap market the fear appeal was effective. In the shampoo category, emotional appeals had a greater effect than celebrity. In the cosmetics segment, the feel-good factor played an important role in the advertising.
Ben Paul B.Gutierrez (2004) investigates factors influencing planned and impulse purchases in six personal care product categories. His study utilizes a behavioral measure, rather than an attitudinal measure of planned/impulse purchase. Data consisted of 982 product purchases of 502 consumers in urban Philippines. Results show that product category, purchase frequency, brand comparison, and age are significant factors influencing planned and impulse purchases. There is no relationship found between planned/impulse purchases and attitudinal shopping values, surrogates for retail search strategies. Implications for retail management are identified.
Ashish Kumar Srivastava et al (2004) have studied the influences operative in the process of decision making in respect of the personal care products for men only. A survey of 200 consumers from Gorakhpur city, situated in the eastern part of Uttar Pradesh was done. The sampling units were the literate men who are above the age of 18 years. It was observed that the basis for purchase of the products in question is the requirement of consumers. They cannot be provoked to buy one product. It is evident also from the fact that habit and own choice of consumers dominate their decision making and advertisement’s role is not that significant in this process. Role of advertising, therefore, becomes secondary, instead other promotional techniques should be adopted so that the consumer gives a trial purchase to the product and on being satisfied, develops a preference for it.
Nandagopal.R & Chinnaiyan.P (2003) have undertaken a study to identify the popular brands of toilet soaps and the factors that contribute to the purchase in the rural area. Pollachi taluk of Coimbatore district in Tamil Nadu was purposively selected for the study. 200 rural consumers of toilet soap were selected at random. It was observed that the mode of purchase of the toilet soaps by the rural consumer is by “Brand Name”. So with this it is inferred that brand name is very essential to sell in the market and also the level of awareness among the rural consumers about the brand is very high. It was found that the major source of brand awareness is the word of mouth. The major brands of soap preferred are Hamam under the ‘popular segment, lifebuoy under the ‘economy’ segment and Lux under the ‘premium’ segment. one more finding was females use Lux and males prefer Hamam followed by lifebuoy.
Kuldeep Singh et al. (2003) studied determinants of individual purchase behaviour of toilet soaps and what companies should do to enhance their sales of toilet soaps and at the same time keep satisfying the consumers. The study was conducted by taking a sample size of 400 consumers and 100 retailers from Ghaziabad district. Two separate questionnaire were administered for consumers and retailers. It was observed that most of the consumers ask the specific brand of toilet soap they need by brand name. In the category of premium toilet soaps, popular toilet soaps and economy toilet soaps, Palmolive, Lux, and Hamam are most preferred brands respectively. There are various factors, which influence consumers to buy the particular toilet soaps. Fragrance is the main among these factors followed by economic factors and attractive packaging.
ShivaKumar.K et al. (2003) observed that majority of the surveyed retailers’ informed that they started cosmetics retail outlets because of self-motivation. Majority of retailers sales in Talcum Powder was Ponds followed by Gokul Talcum powder. In the facial cream Fair&Lovely was most purchased followed by Fairever and Lakme. In the Shampoo category Clinic Plus was the most preferred brand followed by Sunsilk and Pantene. In the nail polish segment Elle 18 was the most preferred brand followed by Lakme and Revlon.
Michael Weber.J (2002) observes that US woman is very active and dynamic and is well accepted in the workplace. She has a very entrepreneurial spirit. Frenchwomen are active and dynamic too. They have a more natural look than US women, but they can be very sophisticated too. French women cannot leave home without wearing their fragrance. When purchasing cosmetics, there are important competitive factors that affect consumer’s choice. Factors that intervene in the purchase behavior process are; price, quality, packaging, advertising, promotion,
local recognition, opinion toward particular firms or products and knowledgeable salesperson. Further, it was observed that French women are more conservative and the market was for fragrance and the distribution was selective where as the American women are materialistic and the market is good for make-up and shampoos. It was found that while skin care category is doing good in France it was hair care category which was leading among the Americans.
Consumer Behaviour about General Consumer Goods
Somnath Chakrabarti et al. (2007) aimed to examine the role of major consumer motivations and attitudes for both regular and occasional buyers in the purchase of organic food. A survey of 120 organic food buyers through systematic sampling method has been carried out in the Delhi National Capital Region (NCR) in front of major organic food outlets between February to June 2006 period. The paper highlights the correlations of the chosen motivations and attitudes with the number of categories bought by both regular and occasional buyers. It identifies the motivations to which more impotance is attached by regular and occasional buyers and by innovators. It also identifies the major differences observed in the Indian market compared to major international markets in terms of organic food market dynamics. This paper also highlights the role of select demographic and time variables in explaining the motivation and the attitudes chosen.
Sudas Roy et al. (2007) observed that the psychographics had a strong correlation with product/service groups with similar purchase frequencies. The frequent purchasers of different product/service groups could be described in terms of their psychographics characteristics. The relationship between psychographics and product/service purchase frequency has been clearly established over a range of product/service categories. The paper attempted to discern the psychographic characteristics of the college-goers of urban India; and also to understand the effect of psychographics on the frequency of purchase of different products/services that the college-goers themselves purchase. AIO (Activities, Interest and Opinions) inventory and List of Values (LOV) scale were used to understand the psychographics of the target population. Frequency of purchase of the products and services was also noted.
Narayanan. K.G.S. (2007) observed that the owners of small cars are mostly middle-income groups who cannot ordinarily afford to buy big cars. It was found that younger generation is more inclined to purchase small cars. Further, it was found that the new generation banking and liberal procedure for granting car loans have accelerated the sale of small cars. It was also found that family members had a considerable influence on the decision to buy a car. the Maruthi Udyog ltd., had bagged the major market share in the small segment. Majority of the customer still consider a car as a luxury item. It was investigated that out of 22 variables influencing the buying behavior seven factors were dominating in the selection and purchase of the small car. Out these seven variables the first three being factor 1 was comfort (luggage space, electronic power steering, safety, design & look) factor 2 was fuel efficiency (more mileage), and factor 3 was Brand Name. So, it is understood that different income and occupation that is the demographic factors influences the purchase decision in the car industry.
Baba Gnanakumar. P (2007) observed that the ethical value of the brand feelings in the rural society is predominantly perceived by the packaging in the FMCG category. The rural customers seek sentimental and self-respect value from the brands. Since brand images are strong-willed by the packaging in rural area, the marketers targeting the rural market should impart emphasis to packaging which confer more promotion effect than it could get with advertising. Since the rural customers are perceived with the ethical value of packaging along with brand, it has a propensity to create brand equity for marketers in the long run. In rural markets a good packaging builds not only strong brand but also a bond.
Shashikumar Sharma.L and Chaubey.D.S (2007) observed that consumer behaviour has gained importance for managers of both the profit and non-profit organisations and of policymakers. In modern marketing firm’s success depends upon customer satisfaction. Therefore, the knowledge of “what the customer thinks” and “what consequently would contribute to his satisfaction,” is the requirement of the marketer. This paper is studying the consumer satisfaction and its future impact on socioeconomic changes. The study indicates that the level of consumer satisfaction depends on the demographic characteristics of respondents. Hence, there is a need to improve their services in order to meet the expectations of the future generation. Almost all the respondents are of the opinion that mobile services have a bright future. Consumers’ perception about the impact of mobile services in bringing the social change is not significant with their age, education qualification and income level whereas there is a significant relationship between their opinion about impact of mobile services in bringing the social change and their sex category. Finally, it is also suggested that mobile service providers should exercise due care before introducing new services.
Anandan et al (2006) studied the profile of the customers of the newspaper (English) market based on psychographic lifestyles by using VALS. The study was done to develop the brand loyalty scale of customers and to measure the loyalty and to find out the relationship between Psychographic profile of the customer and brand loyalty. Fixed quota sampling has been adopted for the three newspapers (The New Indian Express, The Times of India and The Hindu). Samples have been collected from the cities of Trichy and Bangalore. It was found that for The Hindu Readers Segments Percentage is Innovators 40%, Strivers 35%, Achievers 20% and Survivors 5%, for Times of India readers segments percentage is Strivers 45%, Innovators 30%, Experiencers 15%, Achievers 5% and Thinkers 5% and for New Indian Express readers segments percentage I s Strivers 25%, Innovators 20%, Believers 35%, Makers 15% and Achievers 5%. The customers are showing the loyalty towards newspapers across all the values and life styles segments. The segment of Makers is less loyal relative to other segments. Experiencers, Believers and Thinkers are the segments showing hard-core loyalty (100%) towards their newspapers. Innovators, Strivers and Achievers are showing strong loyalty (81%-89%) towards their newspapers.
Bhavani (2006) investigates the purchase behaviour of consumers towards computers and tried to understand the difficulties faced. An attempt has been made to understand the relationsjip between social-economic profile and the purchase pattern. The study hightlights that there was a significant relationship between socio-economic variables such as age, sex, education, occupation and monthly income and purchase patterns. Further, it was observed that majority of the respondent purchased branded computers preferring Compaq. The reason for purchasing
branded computer was found to be better performance. These who purchased the branded computers took it in cash most of the time.
Apporva Palkar (2004) observed that chips are generally preferred for being spicy and salty in flavour by children. The advertising of the company is certainly effective since it is been able to achieve the market leader position in short span of time but it needs to grab more attention of the masses because many of the lower class people are not able to identify the brand with the product. It was found that most of the consumers are purchasing he products for time pass or for the taste as their prime reason. Hence, the company should keep this fact in mind while devising the advertising. From the retailers survey it was found that the credit period offered should be increased to enhance the retailers and distributors to achieve more sales. The policy adopted by the company about defective products is very satisfying and very few complaints are received because of the handling of the defective products.
Nandagopal.R & Chinnaiyan.P (2003) have undertaken a study to identify the popular brands of soft drinks and the factors that contribute to the purchase of it in the rural area. Pollachi taluk of Coimbatore district in Tamil Nadu was purposively selected for the study. 200 rural consumers of soft drinks were selected at random. It was observed that the level of awareness among the rural consumers about the brand of soft drinks is high which was indicated by the mode of purchase of the soft drinks by “Brand Name.” Major source of brand awareness is the Word of Mouth followed by advertisement. The family members, relatives and friends form a major influence in the purchase of specific brand of soft drinks in the rural area. Majority of female customers prefer Pepsi followed by Mirinda and Males prefer Fanta followed by Slice. An important factor that influences the purchase of a brand of soft drinks is product quality i.e., quality perception in the mind of the consumer.
From the extensive review of literature, it may be concluded that even though some work is done in the field of consumer behavior in general and consumer behavior with reference to personal care products like soaps or hair oil in specific but still it is not comprehensive. Hence, there is a need for a closer examination of consumer behaviour towards female personal care products and this is an empirical attempt
Objectives of the study
In the order of household importance, the personal grooming is increasing and many female not only depend on beauty care parlours but take good care of themselves at home and here comes the importance of personal care products. As the disposal income is increasing female are spending more on cosmetics, because of this the personal care industry is also increasing with many new brands and better products coming into the market. It is, therefore, imperative even on the part of the Government to pay proper attention to the healthy growth of this sector by framing a distinct policy. Intellectuals and academicians can also make their contribution in this regard. The proposed study is a step in that direction and aims at achieving the following objective.
The overall objective of the objective is to identify and analyze the determinants of the consumer behavior towards branded female personal care products.
However, the study would examine specifically the following objectives:1. To analyze the demographic and social determinants influencing the purchase decisions
of personal care products2. To examine the impact of the customers’ values and lifestyles (VALS) on their decisions
to purchase personal care products3. To identify sources of information and their influence on the decision to purchase the
personal care products
Hypotheses
The purchase decision of personal care products is independent of customers’ demographic factors and Social factors
The purchase decision of personal care products is independent of customers’ values and lifestyle (VALS)
The availability and access to information and the consumer behavior towards personal care products are independent.
Methodology It is an empirical study based on both, primary and secondary data. The methodology includes, Sample Design, Design of Interview Schedule, Sources of Data, Analysis of Data and the same are detailed below.
Sample Design
The present study is a sample study based on empirical data. The study is carried out by applying a survey method. Data for the study was collected randomly from female consumers of different demographic strata belonging to the twin cities of Hyderabad and Secunderabad and Mumbai. The primary data was collected from 971 female respondents. Out of these 971 only 914 were considered for the purpose of analysis as these were complete and usable in all respects.
Table 1.1
Data Collection from Different Demographic Strata
Strata Age Occupation Education Monthly income
Group 46-55 years House wifeUG
Degree
Rs.30,001-
40,000
No of
Respondents150 322 297 202
On the basis of the pilot study conducted on few respondents, an interview schedule for the users of personal care products was prepared. The interview schedule consists of two parts viz., general information and specific information. The general information includes age, income, education, occupation and location. The specific information pertaining to the brands used for the nine products along with the amount spent. The questions related to social factors, information factors, psychological factors and brand satisfaction were also included in the interview schedule. The interview schedules were intended to elicit the first hand information from the respondents.
Sources of Data
This study was carried out in two stages.
Primary Data
Stage 1: This stage of the research is exploratory in nature. This was done in two phases. The initial phase is to undertake detailed secondary search about cosmetic industry in India, its characteristics, major players in the market, market segmentation and purchase patterns. It is followed by a set of focus group discussions among female cosmetic costumers to assess the consumer preferences, perceptions, cosmetic use and purchase patterns. Interview of the leading personal care retail outlets like Kathiawar stores and Health & Glow was taken to identify the personal care product category. This exploratory search is the basis for preparing the interview schedule for the survey stage.
Stage 2: The study was carried out by applying a survey method. Data for the study was collected randomly from female consumers of different demographic strata belonging to the twin cities of Hyderabad and Secunderabad and Mumbai City. The tool used for data collection was interview schedule, which covered the demographic and social profile of consumers, Values and Lifestyles (VALS), Brand preference, and various sources of informational factors and the brand loyalty among the respondents. The interview schedule was administered to 1200 female out of which 971 were collected back, but few of them were not in a usable form. Hence, only 914 respondents opinions were considered for analysis.
Secondary data includes research studies conducted by individuals, institutions and agencies, business dailies such as Economic Times, Financial express, Business Standard, Business Line and various other journals were considered. Analysis of Data
Simple statistical tools such as percentages, average, chi-square test, factor analysis and Z test.
Scope of the Study The present study focuses on identifying and analyzing the primary determinants of the purchase of selected branded personal care products used by females in the twin cities of Hyderabad and Secunderabad and Mumbai City. The present study is restricted to three products of skin care
category, three products of hair care, two products of eye care and one product of the nail care product category. When pilot study was conducted it was found that among products taken for research a few of the products only got less than 60% response and the study is restricted to only few products mentioned in the below list.
Exhibit: 1.1Categories of Personal Care Products
Skin Care Hair Care Eye Care Nail Care1 Soaps Shampoo Kajal Nail paint2 Face Wash Henna Eye Liner3. Fairness Cream Hair oil
Limitations of the Study
There are certain limitations to this study as subjective perception of different parties with whom interaction has taken place through interviews and discussions have not been free from personal prejudices. In this context, the prejudices of the ‘respondents’ in their responses is a constraint. Though care is taken to cross check the validity of these responses, the element of subjectivity of researcher in the selection of samples, collection of data, analysis and interpretation of collected data not is avoided.
The study was regarding only nine products of four categories of personal care products was considered for the study inspite of several other products like Liquid soaps, sunscreen lotion, body moisturizer, facial scrub, face pack, cleaning milk, hair gel, hair conditioners and mascara. Hence, there is a constraint on the conclusions drawn.
As the study is based on the sample survey of respondents only from twin cities of Hyderdabad and Secunderabad along with Mumbai, so the conclusions and finding may not be generalized for the country. There may be some variations when the findings are generalized about the users of personal care products.
The study is being undertaken by an individual researcher, therefore, it will be subject to the limitations of time, energy and finances of an individual.
Chapterisation
The present study is organized into seven chapters. They are:
Chapter I The chapter is titled as introduction. This chapter being introductory in nature deals with the concepts and definition of important terms that are relevant and significant in understanding consumer behavior towards personal care products. It also presents a comprehensive review of relevant literature, sample design, sources of data, scope of study, limitations and finally the scheme of presentation.
Chapter II Consumer Behaviour: A Theoretical Framework, provides the theoretical explanation of the consumer behavior. The definition, meaning and the different models of consumer behavior and the models related to the present study are also covered in this chapter. The factors influencing the choice of decision in general were also discussed. Chapter III Personal Care Products: An Overview, An introduction of the personal care products in India, along with the formal definition of personal care products are covered in this chapter. The different types of products like industrial and consumer products are also discussed and the categorization of personal care products is discussed. The difficult of marketing personal care products and the relevance of consumer behavior with reference to personal care products is analyzed here with the help of secondary data.
Chapter IV Personal Care Products: Demographic Factors and Social Factors, This chapter highlights the demographic details like: age, income, education, monthly income of Hyderabad and Mumbai. The analysis of the demographic factors like age, occupation, education, monthly income and location and their influence on the purchase decision of personal care products is presented in this chapter. Further, the chapter presents definition of social factors. It also presents the analysis of social factor like: friends, family, neighbors and colleagues and their influence on purchase of personal care products of Hyderabad and Mumbai. Chapter V Personal Care Products: The Influence of VALS and, this chapter deals with meaning of Psychographic segmentation, lifestyle and a detailed note on VALS (Values and Lifestyles) of Hyderabad and Mumbai. The analysis is presented highlighting three VALs orientation namely; Ideals, Achievers and Self Expressers. The data collected was analyzed with the help of factor analysis and then chi-square was used to understand the relationship between VALs and personal care products.
Chapter VI Personal Care Products: Impact of Information, this chapter presents different sources of information which includes Advertising, Sales Promotion, Personal Selling and Publicity. It is identified that advertising is the major source of influence in the purchase decision of all the personal care products like beauty soaps, face wash, fairness creams, shampoo, henna, hair oil, kajal, eye liner and nail paint in Hyderabad and Mumbai cities. The analysis of informational factors influencing the purchase of personal care products is tabulated and presented in the form of frequencies, averages and chi-square analysis.
Chapter VII Summary, Conclusions and Suggestions, summaries the study and presents the major finding of the study. It also provides suggestion for personal care products industry in particular and the government in general. This chapter presents contribution of the present study and areas for further research.
The next chapter provides the theoretical understanding of the consumer behavior. The definition and the
different models of consumer behavior and the models related to the present study are also covered in
this chapter. The factors influencing the choice of decision in general were also analyzed.
Reference
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Chapter II
Consumer Behaviour:
A Theoretical Framework
Chapter Contents
Page
Introduction
Determinants of Consumer Behaviour
CB Models Related to various Consumer Behaviour Products
Models of Consumer Behaviour
The consumer buying process
Information search
The Review of Literature
Consumer Behaviour Model and Relevance to Study
Summary
Chapter II Consumer Behaviour: A Theoretical Framework
Previous chapter was introductory in nature and dealt with the concepts and definition of important terms
that are relevant and significant in understanding consumer behavior towards personal care products. It
also presents a comprehensive review of relevant literature, sample design, sources of data, scope of
study, limitations and finally the scheme of presentation.
Introduction
Consumer behavior is the study of people and the products that help to shape their identities. (Schiffman & Kanuk 2000).
The study of consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. (Blackwell, Miniard & Engel.2006).
The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Schiffman & Kanuk 2000).
Belch and Belch (2007) define consumer behaviour as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.
Consumer behaviour is the study of when, why, how, what, and where people do or do not buy products. It blends elements from psychology, sociology, social, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. ( Source: Wikipedia, the free encyclopedia)
Determinants of Consumer Behaviour.
Young consumers seem to be coming of age. Recent studies point to a sharp change in the spending pattern of the younger lot. “The spending patterns of an average Indian household points towards the emergence of an individualistic, indulgence happy and confident Indian consumer who enjoys spending money on personal needs and entertainment,” states Wallet Monitor, a study conducted by Henley Centre and IMRB International. “This marks a clear shift from the traditional Indian mindset of collectivism, cautious spending and guilt associated with spending,” it adds.
“The Indian consumer today is characterised by a new confidence. S/he is willing to speak her/his mind and do things that s/he wants (like trying out new dishes, Indian and foreign) even if it upsets people. It is this strong self-belief that drives consumers, especially those in social Class A with greater disposable incomes, to spend on entertainment and travel,” says Thomas Puliyel, president, IMRB International.
1) India’s economic growth2) Has a large and growing population3) Demographic trends4) Rising household income and resulting in rise in private consumption5) Changing social structure of the Indian consumers 6) Changing profile of Indian women7) Increased exposure to international brands and retailers8) Changing Technology9) Globalization10) Deregulation11) Privatization
India’s Economic Growth
In light of the different companies taking up various strategies to gear up for the growth in the
turbulent economic situation a look at India’s Economic Growth figures given in Times of India
on 1st December 2009 also supports that the growth is really impressive. The previous
predictions of PMEAC, IMF, FM, RBI and Planning Commission were all falling below the July
– sep 2009 real growth. The table 1b will be helpful to give an idea of this shortfall in
predictions.
Graph: 2.1
GDP Growth from 1990 - 2015
0
300
600
900
1200
1500
1800
1990 1995 2000 2005 2010 2015
US
$ B
illio
n
6% 7% 8%
Source: Indian Economy Review, Confederation of Indian Industry, August 7, 2004 & Business world India ,
Deutsche Bank
The above projection is about the GDP growth showing the past from 1990 with GDP at 6%. It is
also shown that by 2007-08 there is a study growth from 6% to 8% and the projection also
exhibits that by 2015 the growth trend will continue to be positive. This growth in GDP helps to
The below two tables gives the details of growth of quarter 2 GDP during 2008-2009 and how it
kept at a study growth note in spite of the recession world over.
Table: 2. 1.1
Glance of Economic Growth over 2008-2009, Quarter Wise
Period Percent
July – Sep 2008-2009 7.7%
Oct – Dec 5.8%
Jan – Mar 5.8%
April – Jun 6.0%
July – Sep 7.9%
(Source:http://www.thehindubusinessline.com/businessline/blnus/17181921.htm)
Data showing the prediction of various institutes with respected to GDP before the quarter 2 of
2009 actual GDP is given below.
Table: 2.1.2
Previous Prediction Compared with Actual Growth in Q2 of 2009
Institute Percent
PMEAC 6.5%
IMF 5.4%
FM,RBI 6.0%
Planning Commission 6.5%
Actual Growth in Q2 7.9%
(Source:http://www.thehindubusinessline.com/businessline/blnus/17181921.htm)
Income growth in India has accelerated as the economy has grown. In 1985-95 the GDP growth was at 5.7%, by 1995-2005E it has raised to 6.3%. 2005E – 2015F predictions are that economy would grow by 7.3 percent and 2015F – 2025F it would be at 7.2%. (Source: Oxford Economics, UN; MGI India, Consumer Demand Model). The present GDP at 7.9% inspite of the Global Meltdown, as well as the predictions are showing a healthy sign that the future would be really bright in future for the FMCG products.
Has a Large and Growing Population
India’s population is growing at a faster pace when compared to many other countries like United States, China, Japan, Germany, United Kingdom, France and many others. This trend was being continued from the past several years. Even though it does a negative effect but because of this trend even the positive effect is surely witnessed in the form of average age of Indian is relatively younger when compared to all other countries.
Table: 2.2India’s Population Growth with Comparison to Other Countries
Country PercentUnited States 0.9%
China 0.6%Japan 0.1%India 1.4%
Germany 0.0%United Kingdom 0.3%
France 0.4%Italy 0.1%
Brazil 1.1%
Russia - 0.4%
Source: ACNielsen Global Services, CCTFA: 6th October 2005
Average age of India and young Indian Population compared to other countries is presented in the table below 2.3 and 2.4.
Table: 2.3 Indian Population is Young
Countries Median AgeChina 31.8India 24.6Japan 42.6
Canada 38.5
Source: 2005 ACNielsen a VNU business
Table: 2.4Largest “Young” Population
Age in Years FY 91 FY 96 FY 01 FY 06E FY 10E55 years 9% 9% 10% 11% 12%35 -54 years 19% 19% 20% 22% 23%20-34 years 25% 24% 24% 26% 27%0-19 years 47% 47% 45% 42% 39%
Source: http://www.thehindubusinessline.com17181921.htm
When the age of average of Indian population is taken it is note only young but also this is the largest among all other countries like China, Japan and European Countries. This means a lot to many of the marketers. This young population earn better and support the older members of the family better and in a way overall standard of living improves and the demand several goods and services tend to increase. The derivation of this could also be that this young population focuses on spending their disposal income on many items than on saving and one such product is personal care products.
Rising household income and resulting in rise in private consumption
The rising economic growth will accelerate private consumption in India and by 2025 the spending will increase by 80% of the 2005. This increase in the private consumption will create a
whole new social structure in the economy and middle class private consumption will increase and will be the major. There would be a household increase of 16% by 2025 as compared to 2005. The savings rate will be at only 4% by 2025 as compared to 2005.
Table: 2.5Rise in the Private Consumption in India
Private Consumption in billion Year16,896 200569,503 2025
Source: Oxford Economics, UN; MGI India, Consumer Demand Model.
This combination of more income per person, more people and moderating savings will fuel a quadrupling of India’s consumer market over the next two decades.
Table: 2.6Rising GDP & Disposable Incomes
2003 2004 2005 2006 2007 2008
Growth Rate
(2003-2008)
Population(mn) 1,062
1,077
1,093
1,109
1,124
1,140 7%
GDP per head (US$ at market exchange rates)
538
584
627 679
733
787 46%
GDP (US$ bn at PPP)
3,005
3,252
3,574
3,917
4,304
4,704 57%
GDP per head (US$ at PPP)
2,831
3,019
3,270
3,533
3,829
4,126 46%
Personal disposable income (US$ bn)
475
544
617 701
767
902 90%
Household consumption (US$ bn)
372
403
432 463
497
527 42%
Household consumption per head (US$)
350
370
400 420
440
460 31%
Source: Executive Briefing: India, Economist Intelligence Unit, 2004
The details in the above tables reveals that GDP and Personal Disposal Income increased over the five year period of 2003-2008.
Demographic Trends
Detailed growth of Indian population since 1996 to 2011 is provided in the table below.
Table: 2.7Demographic Trends
Demographic Trends and Projections (1996 - 2011)Particulars 1996 2001 2006 2011Total Population (Million) 934 1012 1094 1179
Source: Study from Deutsche Bank
There has been a net addition of 41 Million to the urban population in India between 1996 – 2001 and between 2001 – 2011 it is expected that there will be a net addition of 84 Million people to the urban population.
Changing social structure of the Indian consumers
Though, currently, as a percentage of the total population, the Indian middle class is till small, in terms of growth, it is the No. 1 segment. According to both NCAER and McKinsey studies, the middle class is growing at the fastest rate and will continue to do so in the coming years.
Table: 2.8.1 Indian Households Economic Classification
Deprived Less than Rs.90,000Aspires Rs. 90,000 – Rs.2,00,000Seekers Rs 2,00,000 – Rs. 5,00,000Strivers Rs.5,00,000- Rs.10,00,000
Global Indians Above Rs. 10,00,000
Source: MGI India, Consumer Demand ModelTable: 2.8.2
Share of Population in each income bracket
2005 E 2015F 2025FDeprived (< 90) 54% 35% 22%
Aspires (90 – 200) 41% 43% 36%Seekers (200 – 500) 4% 19% 32%Strivers (500 – 1000) 1% 1% 9%
Global Indians ( > 1000) 0% 1% 2%
Note: The figures are added to nearest integral and the total may not be exactly 100%Source: MGI India, Consumer Demand Model
By 2025 middleclass would have reached 41 per cent of the population or 128 million households with 583 million consumers. The big change that will result from continued income growth will be the long awaited emergence of a large income middle class. The middle may be
defined as combination of seekers and strivers, whom we can think of lower and upper middle class respectively. Taken together the today’s middle class refers to be between Rs.2,00,000 – Rs.10,00,000. (Source: MGI India, Consumer Demand Model)
The shape of the country’s income pyramid will change drastically. Seekers and Strivers are likely to grow at a faster pace and that will catapult the size of the middle class and its consumption across categories.
Table: 2.8.3Demographic Transformation
Income Classification
Household (Mn) 1996
Household (Mn) 2002
Household (Mn) 2007
Very Rich 1.2 2.6 5.2Consuming
Class3.5 46.4 75.5
Climbers 20.2 74.4 81.7Aspirants 16 33.1 20.2Destitutes 33 24.1 16.5
Source: Indian Market Demographics Report 2002, NCAER
The distribution of incomes across these brackets will change dramatically over the next two decades and by the end of this period, the income pyramid of Indian society will look remarkably different from todays. Despite significant progress, India today remains dominated by people living in the deprived and aspirer classes. The middle class currently constitutes just 13 million households (50 million people) or 5 percent of the population. By 2015, however, a bulge of aspires and seekers will work its way up the income ladder; by 2025 India will transforms itself into a nation of strivers and seekers with 128 million households (583 million people) or 41% of the population, in the middle class.
Globals Future Spending Force
Today’s India’s Globals constitute just 1.2 million households and are, in essence, a niche market confined mostly to India’s largest cities (though they also include a few large land-owners in a few wealthy rural pockets). While they control only 2 trillion Indian rupees in spending power ($43 billion), or 8% of total income today they will evolve into a major spending force in the economy over the coming decades.
The number of Global households will multiply by almost eight times to reach 9.5 million households by 2025. This group’s income will also expand by some 11 times its current level to 21.7 trillion Indian rupees ($ 475 billion) or 24 percent of India’s total.
Changing Profile of Indian Women
The increasing market size is the direct result of the changing socio-economic status of the Indian consumers, especially women. Higher paying jobs and increasing awareness of the Western world and beauty trends there have served to change the tastes and customs of the middle class and higher strata of the society, with the result that a woman from such social strata now is more conscious of her appearance and is willing to spend extra cash on enhancing it further. Today increasing numbers of women, especially from the middle-class population, have more disposable income leading to a change in cosmetic and skin care product consumption. This actually has fuelled a growth in certain product categories in the market that hardly were experiencing it earlier. Two such categories are color cosmetics and sun care products that have shown growth rates of 46% and 13% respectively over the past two years, according to Euromonitor International.
Increased exposure to National and International brands and retailers
The internet revolution is making the Indian consumer more accessible to the growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is helping in creating awareness about global products for local markets. (Source: Confederation of Indian Industry, 2004) About 47% of India’s population is under the age of 20; and this will increase to 55% by 2015. This young population, which is technology-savvy, watch more than 50 TV satellite channels, and display the highest propensity to spend, and are expected to immensely contribute to the growth of the retail sector in India (Source: Confederation of Indian Industry, 2004)
Hindustan Unilever continues to remain the leader in terms of value sales of cosmetics and toiletries. The company benefits from having the widest product range and, as a result, is able to satisfy a good portion of the daily needs of consumers. Having a strong distribution network also gives the company an edge over its peers. However, the company has come under increasing pressure from smaller rivals, such as Dabur, Emami and L’Oréal, which have adopted aggressive expansion policies and have consequently eaten into Hindustan Unilever’s value share. The companies which are operating in India are as follows: CavinKare Pvt Ltd, Colgate-Palmolive India Ltd, Dabur India Ltd, Emami Ltd, Godrej Consumer Products Ltd, Hindustan Unilever Ltd, L’Oréal India Pvt Ltd, Marico Ltd, Nirma Ltd and Wipro Ltd. (Source: Euromonitor International's Cosmetics And Toiletries June 2009)
Table: 2.9
Sales Figures of Major Cosmetics Company in India
Retailer Turnover (Rs Cr)
Total floor Space
(lakh sq.ft)
Total no.of outlets
2003-04 2004-05 2003-04 2004-05 2003-04 2004-05pantaloon 650 1300 11 30.0 31 74RPG 545 800 5.2 7.5 110 130-134Shoppers' Stop 404 545 6.3 8.5 13 40Lifestyle 230 310 3.2 3.2 7 0Westside 120 N.A 2.3 3.3 14 18/19Ebony 85 100 1.7 2.4 8 12piramyd 72 140 1.3 5.0 3 7/8Globus N.A N.A 1.5 6.00 7 14/15
Source : BusinessWorld, 14 June 2004, Source : BusinessWorld, 25 Oct 2004, Rs. 1 crore = US$
The Personal Care Industry has a low entry barrier and competition is severe. Besides the large multinational players, there are some leading domestic players as well as the huge unorganized players. The distribution model of cosmetics and toiletries has undergone small but significant changes in recent years. While independent small grocers – or the so-called “kirana” stores – still account for the largest share of sales, an increasing number of consumers are buying their products from supermarkets/hypermarkets. With modern retail expanding in India at a breakneck speed, the number of department stores and supermarkets/ hypermarkets in cities has increased greatly, thereby improving accessibility for middle-income and lower income consumers. These outlets attract consumers by offering lower prices and a wider range of products. With rising demand for colour cosmetics and skin care, beauty specialist retailers have improved their presence and account for an increasing share of sales. In addition, direct selling companies, such as Avon, Amway and Oriflame, have renewed their efforts to penetrate the Indian market by launching more products and expanding their sales forces.
Strong Growth Expected
Growth in cosmetics and toiletries is expected to be robust over the forecast period in constant value terms. The continued rise in incomes is expected to play a major role in driving growth. While urban consumers will remain the main engines of growth, rural consumers are expected increasingly to contribute to rising volume sales of basic necessities, such as hair care and oral hygiene. Improved distribution chains in rural areas will give rural consumers better access to cosmetics and toiletries. At the same time, urban consumers are expected to trade-up to more value-added products, such as those that are considered “masstige” or even premium.
CB Models Related to Consumer Products
An important part of the marketing process is to understand why a customer or buyer makes a purchase. Without such an understanding, businesses find it hard to respond to the customer’s needs and wants. Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad groups for analysis – Consumer Buyers and Industrial Buyers
Consumer buyers are those who purchase items for their personal consumption
Industrial buyers are those who purchase items on behalf of their business or organisation
Businesses now spend considerable sums trying to learn about what makes “customers tick”. The questions they try to understand are:
• Who buys?
• How do they buy?
• When do they buy?
• Where do they buy?
• Why do they buy?
For a marketing manager, the challenge is to understand how customers might respond to the different elements of the marketing mix that are presented to them.
If management can understand these customer responses better than the competition, then it is a potentially significant source of competitive advantage.
Models of Consumer Behaviour
There are various models that endeavour to explain Consumer Behaviour. Their origin lies in considerable difference that separate consumers, the various kinds of purchase decisions and the context in which there are made, in response to unique and differing purchase circumstances, which nonetheless usually share some similarities. The need for such models arise from the help they can offer in commercial decision-making, since they provide a simplication of the process through which a decision is reached, especially those of them which a global models. Few of the interesting models are Howard and Sheth(1969), Engel et.al.(1978), Alonso Rivas (1997) and the Black Box Model. The first includes the notion of culture and cultural norms, while the second accepts the direct influence exercised over a purchase decision by a large ranges variables, taking into account on one hand, the surroundings, including cultural norms and values and on the other, personal variables, such as personality and lifestyles. The third model puts forth the importance of social established values for understanding the culture of a society. They bring out tendencies to act or to respond, personality and psychographic facets related to motivation. The
black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses.
The Consumer Buying Process
A focus on the consumer buying process offers two useful perspectives: the decision-making process associated with consumer buying and the factors which affect the buying process. Together they emphasize that, although customer benefits must be at the core of any marketing strategy, unless the customer can be convinced of the value of those benefits, and continues to identify with the benefits that a specific service or product offers, purchase or use of the service will not happen, or be repeated.
A simple and often quoted model of the decision-making process associated with consumer buying is that proposed by Engel et al. (1990), and discussed by Brassington and Pettitt (1997). This model identifies the stages in Figure 1 and shows the stages of information search and information valuation as key preparatory stages to a decision, which leads to a purchase. Subsequent to problem recognition the consumer seeks a solution to the problem. The questions to be answered include: what kind of purchase will solve the problem, where and how can it be obtained, what information is needed to arrive at a decision and where is that information available?
One model of the consumer decision-making process involves the following stages:• Problem recognition, or the identification of need.• Information search, including internal search covering the consumer’s own previous experience, and external search covering information gathering from friends, colleagues and other public sources, such asconsumer groups.• Evaluation of alternatives, against criteria, taking into account the levels of importance of the various criteria.• Purchase, on the basis of the criteria, but also influenced by other random factors as discussed below. The seller from whom the purchase will be made is not selected until this stage.• Post-purchase evaluation, including whether the customer is satisfied with their purchase. During this phase, cognitive dissonance, or the feeling that the purchaser has not made the correct or best decision may arise.
Figure :2.1
Engel-Blackwell-Kollat Model of Decision Making
This model of the decision-making process yields a number of different important messages:• The purchase process begins several stages before the actual purchase.• Not all decisions lead to a purchase.• Buyers may revisit certain stages and some buyers omit some stages.
Sometimes consumers will actively seek out information with a view to using it to make a decision (directed or purposeful searching). On other occasions users browse through information sources gathering information that they may use immediately, or later. Not all of the information that a user brings to a purchase decision is to be found in formal printed or electronic sources that they consult at the time of the decision. Other potential sources of information are:. their own previous experience with a product or brand;. recommendations (word-of-mouth) from family, friends and colleagues; previous imprinting as a result of promotion, usually in
association with specific brands. Nevertheless, particularly if consumers are considering a significant purchase, they may well seek out recommendations and information from the trade press, consumer magazines, retailers and electronic and print marketing literature. Ultimately, then, consumers are likely to gather information from a variety of different information sources in the process of making consumer decisions. The information available over the Web is only one of those sources, and cannot be viewed in isolation.
Marketers need to be wary of creating information overload. A number of studies (Keller and Staelin, 1987; Jacoby et al., 1974) have shown that there is a fine balance between providing sufficient information for the consumer to make a deicsion, and too much information which provokes information overload. In other words, consumers need just sufficient information to be able to conduct the information evaluation stage. This stage is concerned with matching the features of the product against the user's criteria (or what the consumers feel that they want). This evaluation should narrow the number of potential products and, where only one product matches the criteria, lead automatically to the decision stage. While this model is useful for emphasising the role of information and information seeking in consumer decision making, the situation is in actuality very much more complex. This is mainly because there are all sorts of influences on what the consumer thinks they want. Indeed, the information seeking process, which may involve a complex mix of interpersonal sources, print sources and the Internet, may be iterative. Consumers may start with one understanding of their needs, and refine this as they gather more information. Marketers will be concerned to control as much of this process as possible, whether through electronic, or other media channels.
Nevertheless, it is important not to overlook the myriad other influences on the decision-making process. These include: The nature of the buying situation, including whether it is routine response behaviour, limited decision making, extensive decision making, or impulse buying; the significance of risks (as with purchases of financial products); and, the perceived significance of the buying problem. . Situational and environmental influences, such as those which reflect fashion and current cultural trends. . Individual influences, such as personality, perceptions, motivation for the purchase, and attitudes. Potential sources of information Influences on the decision making process
Group influences, such as those associated with belonging to or identifying with a social class, culture or subculture, or reference groups, such as family and other social groups (Brassington and Pettitt, 1997).
Figure :2.2Black Box Model of Consumer Decision Making
The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.
Information search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search.
Sources of information include:
Personal sources Commercial sources
Public sources Personal experience
The relevant internal psychological process that is associated with information search is perception. Perception is defined as 'the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world'
The selective perception process
Stage Description
Selective exposure consumers select which promotional messages they will expose themselves to. Selective attention consumers select which promotional messages they will pay attention toSelective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences Selective retention consumers remember messages that are more meaningful or important to them. The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand.CV
Information EvaluationAt this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision.
Purchase Decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration.
Post-purchase EvaluationIt is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as “cognitive dissonance”. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision.it is not effected by advertisement.
Internal Influences
Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. consumer behaviour concern with consumer need consumer actions in the direction of satisfing needs leads to his behaviour behaviour of every individuals depend on thinking process
External Influences
Consumer behaviour is influenced by: culture,sub-culture, locality, royalty, ethnicity, family, social class, reference groups, lifestyle, and market mix factors.
Consumer Behaviour Model and Relevance to Study
When the different models like Howard and Sheth(1969), Engel et.al.(1978), Alonso Rivas (1997) and The Black Box Model were examined it was found that the present study is focusing on two models. The Engel et.al. (1978) model and The Black Box Model. Both the models stress the importance of information search, influence of social class on the purchase decision, the demographic and psychological influences on the purchase decision and the post purchase behavior.
In the present study carried the objective of the study also try to understand the same as above where information search is from different media, internet and retailer as well. Then comes the sources of social influence from family, friends, colleagues and neighbor. The study also focuses on the demographic variables such as age, education, income and occupation. While understanding about psychological influences the study focused on Value and Lifestyles (VALs). The post purchase behavior is analysed by understanding the repurchase and calculating the brand loyalty.
The Review of Literature
Larry Jabbon sky(1995) has presented a situation have pepsi Affected the consumption culture in the youth. Giwen Rae Bachmann, Deborah Roedder John and Akshay Rao(1993) had described the condition that how does children effect through peer pressure in selecting their purchase choice.
Dennis W Rook(1985) has written about the various dimension of consumer behaviour. The article also highlighted the relative importance of various factors of consumer behaviour. Lise Heroux and Nancy J Church(1992) have justified the behaviour changing of consumer on the occasion of wedding anniversary and gift giving rituals.
David M Potter(1954) presented the situation of consumers with diverse nature and ambitions. Cyndee Miller(1995) has described the 80 different natures of women as a purchaser in different capacities. Kate Fitzerald(1994) has described the role of life style in deciding the consumer behaviour factor. David C Mcclelland(1961) has described the behavioural consumption of customer. Ramesh Venkat and Harold J Ogden(1995) has described the contribution of social classification in consumer behaviour pattern.
Rober A Nisbet(1970) has stressed that social bond plays a very important in deciding the consumer behavioural status.
Deborah Bosanko(1994) has given the situations that working women play an important role in deciding role in culture of consumer behaviour.
Eric Holl Reiser(1995) has given the description that club play an important role in developing a consumer culture. The advertising age(1995) has given the reasons for developing different consumer images.
Jeffery D Z bar(1995) has presented the seen of different society within the countryculture. Leon E Wynter(1994) specified the role of group effect in deciding the purchasing behaviour of consumer. Kari Van Hoof(1994) has mentioned the group differences play an important role in deciding the consumer behaviour.
Judy Cohen(1992) has different between different community system about the purchasing system. Chad Rubel(1995) has decided that behaviour of market play an important role in deciding the consumer behaviour.
Helen Mundell(1994) suggested that age plays an important role for deciding the consumer behaviour. Maxine Wilkie(1995) has advocated that Demographic plays a vital role for deciding the culture of consumer. Adweek's Marketing week(1994) has given the seen of vanishing culture of housewives and replacement by workingwives
Summary
The consumer or buyer is the person or group of persons, who decide what to buy, when to buy and what not to buy. In competitive environment one cannot thrust a product on consumer. He has to produce what is demanded or what can be demanded. The consumer behavior study is carried out to find what can be sold and what goods or services are likely to be rejected.
The behavior of consumer is dependent on a number of factors which may be economic or non-economic factors and are dependent upon factors such as income, price, psychology, sociology, anthropology, culture, information and climate. Further, it is dependent on economic growth, population, demographic trends, rising household income and private consumption, changing profile of Indian women, increased exposure to international brands and retailers and changing technology
There are several consumer behavior models considered while trying to understand the decision making process in individual buying behavior, there are The Economic Model, The learning Model, The Psychoanalytical Model, The Sociological Model, The Systems Model, The Black Box Model, The Nicosial Model, The Howard-Sheth Model and Engel-Blackwell-KollatModel. In general all the models give an understanding of consumer decision-making process. The consumer passes through the need identification stage, searches for internal and external information to satisfy this need, once the consumers finds various ways, evaluation of alternatives takes places and finally one alternative is selected and purchase process takes place. Regarding the present study two The Black box Model and Engel-Blackwell-Kollat Model.
Both the models stress the importance of information search, influence of social class on the purchase decision, the demographic and psychological influences on the purchase decision and the post purchase behavior.
In the present study carried the objective of the study also try to understand the same as above where information search is from different media, internet and retailer as well. Then comes the sources of social influence from family, friends, colleagues and neighbor. The study also focuses on the demographic variables such as age, education, income and occupation. While understanding about psychological influences the study focused on Value and Lifestyles (VALs). The post purchase behavior is analyzed by understanding the repurchase and while calculating the brand loyalty.
In next chapter an introduction to the personal care products in India, along with the formal definition of personal care products are presented. The different types of products like industrial and consumer products and categorization of personal care products is presented. The difficultly of marketing personal care products and the relevance of consumer behavior with reference to personal care products is analyzed with the help of secondary data. The different personal care brands used by respondents are presented that is analyzed with the help of primary data.
Reference
MCB University Press, 0736-3761, Journal of Consumer Marketing, Vol. 17 NO. 1 2000 21.
Larry Jabbonsky, ‘Pepsi Sees if Consumers Wanna Guarana,’ Beverage World, June 30, 1995.
Gwen Rae Bachnann, Deborh Roedder John, andAkshay Rao, ‘Children's Susceptibility to Peer group
Purchase Influence; An Exploratory Investigation,’ Consumer Research (Provo, UT: Association for
consumer Research 1993), Vol. 20 pp. 463-468.
Dennis W. Rook, ‘The Ritual Dimension of Consumer Behaviour,’ Journal of Consumer Research, Vol.
12 December 1985, 251-64.
Lise Heroux and Nancy J. Church, ‘Wedding Anniversary Celebration and Gift-Giving Rituals : The
Dialectic of Intimacy,’ In RObert L. King, ed., Marketing : Perspectives for the 1990s (Focusing on
customers Jennifer Rowley School of Management and Social Sciences, Edge Hill University
College, Ormskirk, U Library Review, Vol. 46 No. 2, 1997, pp. 81-89. © MCB University Press, 0024-
2535.
Richmond, VA : Southern Marketing Association, 1992, pp. 43-47.
Chapter III
Personal Care Products: An Overview
Chapter Contents
Page
Introduction
Personal Care Product: Definition
Types of Products
Personal Care Products and other FMCG products: A comparison
Categorization of PCP products
Personal Care Products and Consumer Behaviour
Summary
Chapter III
Personal Care Products: An Overview
The previous chapter provided the theoretical understanding of the consumer behavior. The definition and
the different models of consumer behavior and the models related to the present study were also covered
in this chapter. The factors influencing the choice of decision in general were also analyzed.
Introduction
India remains one of the fastest growing beauty markets globally, despite market slowdown growing at 13% per annum and valued at $6.3 billion. As the middle-class consumer base and its disposable income grows, the market is moving nearly four times faster than the $52 billion value of mature beauty markets and twice as fast as the $270 billion global market, according to a recent report by market research firm Kline & Co(2009). With its high growth rate, the market offers extensive opportunities to domestic and international players.
The color cosmetics market currently accounts for $60 million of the total market, while skin care accounts for approximately $180 million. The hair care market is pegged at $200 million, and the herbal cosmetics segment dwarfs the others at a value of $630 million. Color cosmetics is the fastest growing segment, as more and more women become aware of looking good through the use of makeup; nail enamel ($23 million) and lipstick ($21 million) account for about 65% of this segment.
Even with double-digit growth rates, the market penetration of cosmetics and toiletries products in India is very low. Current per capita expenditure on cosmetics is about $1, compared to $36.65 in other Asian countries. This low market penetration for cosmetics and personal care products in India offers an opportunity for more significant growth down the road in this country of 1.2 billion people.
Personal Care Product: Definition
Food, Drug, and Cosmetic Act defines cosmetics by their intended use, as ‘articles intended to be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance.’ Among the products included in this definition are skin moisturizers, perfumes, lipsticks, fingernail polishes, eye, and facial makeup preparations, shampoos, permanent waves, hair colors, toothpastes, and deodorants, as well as any material intended for use as a component of a cosmetic product.
Cox and Glick (1986), p. 56) found that ‘‘the use or non-use of cosmetics is one way women can control and manipulate their physical appearance’’. In the USA, it is typical for women to have a ‘‘night’’ and ‘‘day’’ cosmetic look, which often consists of using the same products, perhaps in brighter or more dramatic colors during the night than during the day.
It is well established that consumers use products and brands to activate different aspects of the self. Women may, for example, keep their hair short in order to appear experienced and conservative at work but wear hair extensions by night in order to signal youth, energy and fun. Research suggests that such variations in appearance are effective in influencing perceptions, most notably perceived physical attractiveness and inferred personality characteristics (e.g. Brown et al., 1986; Cash, 1981; Graham and Kligman, 1985; Kaiser, 1985; Solomon, 1985).
Types of Products
There are two types of products 1) Industrial Products and 2) Consumer Products.
Industrial Product: Industrial products are products that are sold by one business to another. For
example a factory may buy a manufacturing plant or some machinery or equipment from another
supply. These products are usually low in volume but high in price.
Consumer Product: Consumer products are those products that are bought by the ultimate
consumers who are also known as the end users. These are the buyers who actually end up using
these products. Examples are food items, clothes, candies, toothpastes, soaps, home appliances
like air conditioners, microwaves, telephone sets, televisions, carpets, furniture, paint etc. etc.
Consumer Products can be classified as Fast-moving consumer Products or goods commonly
known as FMCGs and Consumer Durables
• Fast-moving consumer Products: These are products that are usually high in volume, have low
unit value, have fast repurchase. Examples of FMCGs include Ready meals; Candies,
Newspapers, Magazines, toothpastes, cookies, soaps, shampoos, etc.
• Consumer durables
Consumer durables are goods having low volume but the per unit value is high. Consumer
durables are further divided into:
White goods (e.g. fridge-freezers; dishwashers; cookers microwaves)
Brown goods (e.g. games consoles; DVD players, personal computers)
• Soft goods: Soft goods are somewhat similar to consumer durables, but that they wear out
more quickly. They have a shorter replacement cycle. Examples include clothes and shoes
• Services (e.g. hairdressing, childcare, Medical Care).
Personal Care Products and other FMCG Products Comparison
The personal care industry even though it belongs to FMCG category still has distinctively different set of rules. The industry has a low entry barrier and competition is severe. Besides the large multinational players, there are some leading domestic players as well as the huge
unorganized players. Though most of the market share is with the larger players, companies vie for the marginal market share. Cheaper imports and duplicate products are also affecting the major players. Companies have been adopting promotion schemes to dole out freebies and repackaging products in smaller packages to cater to a wider consumer base are some recent trends.With its high growth rate, the market offers extensive opportunities to domestic and international players. However, high duty structure and certain ambiguities in terms of investment rules are among the complaints that companies looking to enter India make, and the reason that non-Indian brands account for only 20% of the total market.
Categorization of PCP products
According to KSA Technopak Study of 2004 the consumer spending on different product category was given. With other products this survey shows that personal care products also are one of the major spending areas for consumers.
Table 3.1Categorization Personal Care Products
Category of ProductsConsumer spending
PercentClothing 6.9%
Consumer Durables 6.6%Vacation 3.9%
Eating Out 10.8%Footwear 2.3%
Movies and Theatre 4.6%Entertainment 2.1%Accessories 0.8%
Books and Music 7.6%Grocery 41.1%
Personal Care Items 7.6%Home Textiles 1.6%
Savings and Investments 4.1%Source: A KSA Technopak Study (2005)
When the Indian Shopping basket is seen there are different product categories like: Clothing, Consumer Durables, Vacation, Eating Out, Footwear, Movies and Theatre, Entertainment, Accessories, Books and Music, Grocery, Personal Care Items, Home Textiles and Savings and Investments. Among all the above mentioned product categories it may be noted that Grocery and Personal Care Items are the products on which the consumers spend maximum.
PCP Product Classification.
There are 28 Personal Care categories across 41 countries with 10 larger product areas. The Baby Care, Body Moisturizing & Cleansing, Cosmetics & Fragrances, Dental Care, Face Cleansing & Moisturizing, Hair Care, Hair Removal, Health Care, Personal Paper, Sun Care (Source: 2005 ACNielsen a VNU business).
The analysis below shows the growth in personal care products in developed countries. The table furnishes details of 10 more commonly used personal care products in developed countries.
Table: 3.2Growth in Personal Care Products in Developed Countries
Category of Personal Care ProductsGrowth in Percentage
Baby Care 0.7Body Cleansing & Moisturising 2.5
Cosmetics & Fragrances 1.2Dental Care 2.6
Face Cleansing & Moisturizing 5.4Hair Care 2.3
Hair Removal 2.4Health Care 2.4
Personal Paper -0.8Sun Care -0.4
Source: 2005 ACNielsen a VNU businessFrom the above analysis it is clear the Face Cleansing & Moisturizing is at the 5.4% growth rate annually in the developed countries, while Dental Care is occupying the second position (2.6%) and the third position is occupied by Body Cleansing & Moisturising ( 2.5%). Further, it may be also observed that there is negative growth in Personal care with -0.8% and Sun Care with -0.4%.
The analysis of table 3.3 indicates the growth in personal care products in developing countries. The table furnishes the growth details of 10 more commonly used personal care products in developing countries.
Table: 3.3Growth Percent of Personal Care Products in Developing Countries
Category of Personal Care Products Growth PercentBaby Care 12.9
Body Cleansing & Moisturising 6.7Cosmetics & Fragrances 5.2
Dental Care 5.7Face Cleansing & Moisturizing 3.4
Hair Care 6.6Hair Removal 3.6Health Care 13.5
Personal Paper 5.2Sun Care 4.7
Source: 2005 ACNielsen a VNU business
From the above analysis it is evident that the Health Care is at the 13.5% growth rate annually in the developing countries, while Baby Care is occupying the second position with 12.9% and the third position is occupied by Body Cleansing & Moisturising with 6.7%. The fourth position is occupied by Hair Care with 6.6% growth rate.
‘Choice-Driven’ Consumption A key characteristic of India’s growth will be an increase in the number of consumers able to allocate more than half of their spending to discretionary consumption beyond the basic necessities of food and clothing. However, “food and clothing” is still a minimal definition of necessary spending. Many consumer goods companies consider expenditures on housing, education, healthcare and transport as necessities too. As household incomes rise, these categories are often early priorities for incremental spending.
From 2005 the ‘Urban Seekers Group’ has been spending on “choice-driven” categories (alcohol, apparel, personal products & services, household products, automobilies, motor bikes and scooters, communication and recreational goods & services) were large enough in absolute terms 42,500 Indian Rupees ($930) per average urban seeker household.
The number of households that can engage in choice-driven consumption will grow enormously, from just 8 million today to 49 million by 2015 and 94 million by 2025.
Relevance of Personal Care Products and Consumer Behaviour
It is observed that consumer spending on discretionary items has been increasing over time and the details pertaining to the same are furnished in Table 3.4.
Table: 3.4The Steep Upward Curve of Indian Consumer Spending
1999 2000 2001 2002 200310% 7% -1% 12% 16%
Source: 2005 ACNielsen a VNU business*Figures represent consumer spending on discretionary items
A closer examination of table 3.4 analysis reveals the following:1. Consumer spending by Indians is up 16 per cent over 2009, the GDP per capita is double
by 2010 and with the ever-increasing availability of lifestyle-spending options, more and more people are spending on what is known as `status' acquisition.
2. Ninety per cent of the 539 Indian consumers polled in the bi-annual study of 7,230 consumers said they would spend their disposable incomes on non-essentials.
3. Overall, Indian consumers display a proclivity to spend that is greater than the regional average.
4. A KSA Technopak study found that among the product categories that registered significant growth last year, mobile phones topped the list since their sales almost doubled, followed by consumer durables at 53 per cent. This was followed by books and music (32 per cent), movies and theatres (38 per cent) and home textiles at 29 per cent.
While the market seems impressive, there are hurdles that impede growth. The Indian duty structure on imported products can pose a major deterrent to multinational vendors. Despite the new value added taxation regime where the duty has been reduced to 12.5%, the overall duty on the product still comes to about 40%. This in turn reflects in the pricing of the products.
Most vendors add the duty to the product pricing to generate the right revenue. However, there is no organized cosmetic industry body that can take up the issue with the government. In fact this leads to the biggest threat —the unorganized or grey channel. There are small retailers in the market who directly import from markets such as Dubai, where pricing can vary from 30–70% from Indian product pricing. Thus today the grey channel makes up about 60% of the Indian cosmetics market
Renuka Choudhury, former Union Minister of State for Tourism, stated that though the beauty industry has grown, there are neither benchmarks nor norms for it to follow. She called on the CII to establish an institute for the beauty and wellness industry.
The other challenge faced is the price conscious young Indian consumer. The companies are either slashing down prices or coming out with innovative strategies to atttract this young costomer base. “Today it is important for big brands like us to define different brand positioning to retain the right market share. For instance, at L’Oréal we push Maybelline and Synergie ranges to the younger generation and also in the lower income group mass market. While L’Oréal range of cosmetic and skin care products are for the middle and higher-middle class women and Vichy is for high-end users,” explains the source at L’Oréal India. Brands such as Lakme and Color Bar are being pushed as mass market products and focus on younger women and women with lower buying power. Then there is Revlon, Chambor, Diana of London, Bourjois and Pupa that make the mid-range while Clarins, Shiseido, MAC, Christian Dior, Nina Ricci, YSL and Lancôme make the high end. La Prairie touches the premium end of the market.
Besides L’Oréal, Unilever, through its Indian arm Hindustan Lever, Procter & Gamble, and most premium and high-end brands prefer to come to the country through distributors such as Baccarose, Euro Traditions, Cosmos Brands, MKP and GR Fragrance.
The use of homemade and no chemical cosmetics are the next big challenge for the personal care industry. Lotus Herbals, Forest Essentials and Shahnaz Husain are the herbal-based non chemical cosmetics. In fact after China, India is being seen as a strong manufacturing hub and a good source for natural ingredients. Shyam Arya, Director of Indus Cosmeceuticals, a cosmetic contract manufacturer, said “In terms of manufacturing, we have a good bio resource as well as trained professionals that makes it right for multinational vendors to look at India as a manufacturing hub, especially for natural or herbal-based products.”
Category of Beauty SoapsThere are three categories of beauty soap: the premium, popular and economy category. Under the popular beauty soap category are included: Medimix, Himalaya, Lux, Liril, Santhoor, Chintol, Rexona, Derma Dew, Dettol, Margo, Fascia, Vivel, Hamam, Aloevera, Himami, Lux International, Lifebouy Gold, and Savlon. The beauty soaps included under the premium category are as follows: Baby soap, Pears, Dove, Olay Soap, Camay, Mysore Sandal, Acnoff,
and Moti. The beauty soaps included under the economy soaps are as follows: Godrej No 1, Chandrika and Lifebouy.
Table: 3.5Category of Beauty Soaps
Category of Beauty Soaps Frequency PercentPopular Soaps Category 529 57.9
Premium Soaps Category 342 37.4Economy Soaps Category 43 4.7
Total 914 100Source: Primary Data
From analysis of table 3.5 it is found that popular soap category 57.9% is the most used. The most commonly used soap in the popular soap category is found to be Lux soap 23%. Further, it is found that 37.4% of the respondents use the premium soaps, the most common soap used is found to be Dove with 16.2% and Pears with 14%. Further, it is found that 4.7% of the respondents use the economy soaps the most common soap was found to be Chandrika 2%.
Category of Face Wash
There are three categories of face wash: the upper end, middle end and lower end. Under the upper end are included the brands like Oil of Olay, Nivea, Loreal, Lotus, Dove, Biotique, and Lakme. Under the middle end category the brands included are: Pears, Neem, Himalaya, Ever Yuth, Anoos, Clear and Clear, Garnier, Oriflame, Clearsil. Under the lower end category the brands included are: Local, Ayur and Ponds.
Table: 3.6Category of Face Wash
Category of Face Wash Frequency PercentUpper End 104 11.4Middle End 433 47.4Lower End 76 8.3Don’t Use 301 32.9
Total 914 100Source: Primary Data
A close examination of analysis of table 3.6 it is evident that 47.4% of the respondents are using the middle end brands of face wash. Himalaya (15.9%) and Garnier (9.7%) are the two most preferred brand in the middle end category. 2.6% of the respondents used the upper end category of face wash brands like Oil of Olay, Nivea, Loreal, Lotus and Biotique. 8.3% of the respondents use the lower end brands. Further, it is found that 32.9% of the respondents don’t use face wash only beauty soaps are used.
Category of Fairness Cream
There are three categories of face wash: the upper end, middle end and lower end. Under the upper end are included the brands like Olay, Nivea, Dove, Revlon, Loreal, Lotus, and Lakme. Under the middle end category the brands included are: Fair & Lovely, Lacto Calamine, Vicco, Fair Ever, Clear Lil, Garnier, Fair one, Emami, Oriflame, Oatkin and Himalaya. Under the lower end category the brands included are: Ponds, Ever Yuth, Ayur, Vaseline, and Boroplus.
Table: 3.7Category of Fairness Cream
Frequency PercentUpper End 79 8.6Middle End 415 45.4Lower End 92 10.1Don’t Use 328 35.9
Total 914 100Source: Primary Data
From table 3.7 analysis it is found that 45.4% of the respondents are using the middle end brands of fairness creams. Fair & Lovely 30% is found to be the most preferred brand 8.6% of the respondents is found to be using the upper end fairness creams like lakme, Olay and Nivea. 10.5% of the respondents are found to be using the lower end category of fairness creams with ponds (6.8%) being the most preferred brand. Further, it is found that 35.9% of the respondents don’t use fairness cream.
Category of Shampoo
There are three categories of shampoo the premium, popular and economy category. Under the popular shampoos the brands included are: Fiama Di Wills, Sunsilk, Head & Shoulders, Rejoice, Garnier, Clinic Plus, Clinic All Clear, Clean and Clear, Himalaya, Vatika and Superia. Under the premium category of shampoos the brands included are: Dove, Loreal, Selson, Biotique, and Herbal Essence. The brands under the economy category are: Local/Homemade, Mildy, Nyle, Chick, Meera, Halo and Ayur.
Table: 3.8Category of Shampoo
Frequency Percent
Premium Shampoo Category 197 21.6
Popular Shampoo Category 618 67.6
Economy Shampoo Category 99 10.8Total 914 100.0
Source: Primary DataAnalysis of table 3.8 shows that 67.6% of the respondents are found to be using the popular shampoo category. It is found that 24% of the respondents preferred Sunsilk brand of shampoo in the popular category. 22.1% of the respondents are found to be using the premium shampoo category with Dove 16.8% is the most preferred brand. 10.1% of the respondents are found using
the economy category of shampoos with Meera shampoo being preferred by 2% of the respondents. Categories of Henna
The different brands of henna may be categorized into popular and economy. Under the popular henna the brands included are: Anoos, Ayur, Herbal, Khatiawar, Garnier, Shehnaaz, Godrej Nupur. Under the economy henna are the following: Local, Godrej Hair Dye, Beauty Parlour, Pakeeza and any brand or Local.
Table: 3.9Categories of Henna
Categories of Henna Frequency PercentPopular Henna Category 174 19.0
Economy Henna Category 79 8.6Don’t Use 661 72.3
Total 914 100Source: Primary Data
A close analysis of table 3.9 exhibits that 19.0% of the respondents are using the popular henna brands 9.8% in twin cities respondents in Mumbai. The most preferred brand in Mumbai is found to be Godrej Nupur 3% in popular brand of henna. 8.6% of the respondents are found to be using either local brands or never bothered about the brand but used any available local brands. It is also found that 72.3% of the respondents did not use henna at all. This is because most of the Mumbai respondents used hair colours.
Categories of Hair Oil
There are three categories of hair oil the premium, popular and economy category. Under the premium hair oil the brands included are: Biotique, Herbal Oil, Keo-karpin and Garnier. The most brand found under the popular hair oil category were Parachute, Dabur Amla, Vatika, Hamdard, Aswini, Bajaj Almond Drops, Navaratna, Hair & Care, Brahmi Amla, Shalimar and Vatika Almond. The brands under the economy hair oil category were found to be Local/Homemade, Meera and Nihar.
Table: 3.10Categories of Hair Oil
Categories of Hair Oil Frequency PercentPopular Hair Oil Category 787 86.1
Premium Hair Oil Category 50 5.5Economy Hair Oil Category 63 6.9
Don’t Use 12 1.3Total 914 100
Source: Primary DataThe analysis of table 3.10 it is evident that 86.1 of the respondents use the popular brands of hair oil, with parachute 54.2% being used most commonly. Vatika 16% is found to be the next
popular brand of hair oil. Among the economy brands it is found that majorly home made hair oil is preferred as it was opined that this is not harmful to hair.
Categories of Kajal
There are three categories of kajal the premium, popular and economy category. Under the popular kajal brands included are: Revlon, Biotique, Chambor, Lotus, Himalaya, and Loreal. The popular kajal brands are found to be Eyetex, Lakme, Dazzler, Shringar, Shilpa, Shahnaz, Blue Heaven, Avon and Street Wear. The economy kajal category found in the study are Colourbar, Ajay, Komal and Local.
Table: 3.11Categories of Kajal
Categories of Kajal Frequency PercentPopular Kajal Category 233 25.5
Premium Kajal Category 219 24.0Economy Kajal Category 66 7.2
Don’t Use 396 43.3Total 914 100
Source: Primary Data
From table 3.11 analysis it is found that 25.5% of the respondents use the popular kajal brands and most preferred brands are found to be Eyetex (12.8%). 24.0% of the respondents are found to be using the premium kajal brands, Lakme (15.3%) and Revlon 3.3% are the two most preferred brands. 7.2% of the respondents are found to be using the economy kajal, most preferred is local brands (5.4%). Further, it is found that 43.3% of the respondents are not using kajal.
Categories of Eye Liner
There are two categories of eye liner the premium, and popular category. Under the popular eye liner brands included are: Eyetex, Dazzler, Elle, Lakme, Shahnaz, Avon and Granier. The premium kajal brands found from the study were Revlon, Chambor, Oriflame, Himalaya, and Loreal.
Table: 3.12Categories of Eye Liner
Categories of Eye Liner Frequency PercentPremium Eye Liner 56 6.1Popular Eye Liner 389 42.6
Don’t Use 469 51.3Total 914 100
Source: Primary DataFrom analysis of table 3.12 it is found that 42.6% of the respondents are using popular eye liner brands, with Lakme 26.1% of the respondents opting. It is also found that 48.7% of the respondents don’t use eye liners.
Categories of Nail Paint
There are three categories of nail paint: the upper end, middle end and lower end. Under the upper end are included the brands like: Maybelline, Chambor, Amway, Revlon, and Oriflame. Under the middle end nail paint category the brands found during the study are: Lakme, Avon, Himalaya, and Color Bar. The brands found under the lower end category were: Dazzler, Elle 18, Italia, Elite, Street Wear, and Local.
Table 3.13Categories of Nail Paint
Category of Nail Paint Frequency PercentUpper End Nail Paint 113 12.4Middle End Nail Paint 376 41.1Lower end Nail Paint 198 21.7
Don’t Use 227 24.8Total 914 100
Source: Primary Data
A close examination of table 3.13 analysis revealed that 41.1% of the respondents are using the middle end nail paint brands and the most preferred brand is Lakme 37.9%. It is also found that 12.4% of the respondents use upper end nail paint brands, with Maybelline 4.2% being the most preferred brand. 21.7% of the respondents use the lower end nail paint brand with Dazzler 6.1% being the most preferred brand. Further, it is found that 24.8% of the respondents don’t use nail paint.
Conclusions
With recession and slowdown, India did not have much setback in growth and so are the different industry, showing positive growth. One such industry that is found growing is personal care products or cosmetics. This opened up gates for better and premium products and services in beauty markets to be offered to the customers. It is found that in India the penetration level of personal care products is very low and this is giving more opportunity for growth. With the disposable income of middle income group increasing constantly this industry is witnessing good growth.
The personal care products may be categorized under the consumer products instead of industrial products. Further, it is found that with less number of good local brands offering personal care products international brands are giving premium but quality products. From the source Consumer Outlook, 2002, KSA Technopak It is found that the SEC A and SEC B consumers spend on Personal Care which is second next to home appliances among the 14 category list of products. So, it is clear that Personal Care products’ is having a good market among the SEC A and SEC B consumers.
When the top five money-spending priorities of Sec A and Sec B spends in different regions, It is found that the spending on personal care products was among the first four in the West, North and East zones. From 2005 the ‘Urban Seekers Group’ has been spending on “choice-driven”
categories (alcohol, apparel, personal products & services, household products, automobilies, motor bikes and scooters, communication and recreational goods & services) were large enough in absolute terms 42,500 Indian Rupees ($930) per average urban seeker household.
Finally, it is inferred that as Indian’s are price conscious the marketing of personal care products is difficult. Not only the price but Indians are prefer to use homemade cosmetics and herbal cosmetics to chemical cosmetics. So, the personal care products is though in nascent stage but all the above facts shows that the industry is growing with double digits and at a faster mode. So, this research is carried out to find the consumer behavior towards the personal care products.There were three categories of beauty soap: the premium, popular and economy category. It is found that most respondents used popular soap category brands like Lux soap.
In conclusion it may be said that there are three categories of face wash: the upper end, middle end and lower end. It is found that most of the respondents were using the middle end brands of face wash. Himalaya and Garnier are the two most preferred brands in the middle end category.
It is observed that three are categories of face wash: the upper end, middle end and lower end. It is found that most of the respondents are using the middle end brands of face wash. Fair & Lovely was found to be the most preferred brand.
There are three categories of shampoo the premium, popular and economy category. It is found that more than half of the respondents are found to be using the popular shampoo category. It is found that less than one-fourth of the respondents preferred Sunsilk brand of shampoo in the popular category.
The different brands of henna may be categorized into popular and economy. It is found that less than one-fourth of the respondents preferred the popular henna brands like Anoos in twin cities and Godrej Nupur is observed to be the popular brand of henna in Mumbai.
There are three categories of hair oil the premium, popular and economy category. It is found that more than three-fourth of the respondents preferred the popular brands like parachute and Vatika.
It is found that there were three categories of kajal the premium, popular and economy category. It is found that less than of the respondents used the popular kajal brands and the mostly preferred brands are found to be Lakme and Eyetex.
There are two categories of eye liner the premium, and popular category. It is found that less than half of the respondents are using popular eye liner brand like Lakme.
There are three categories of nail paint: the upper end, middle end and lower end. It is concluded that less than half of the respondents are using the middle end nail paint brands and the most preferred brand was Lakme.
The next chapter highlights the demographic details like: age, income, education, monthly income of
Hyderabad and Mumbai. The analysis of the demographic factors like age, occupation, education,
monthly income and location and their influence on the purchase decision of personal care products is
presented in this chapter. Further, the chapter presents definition of social factors. It also presents the
analysis of social factor like: friends, family, neighbors and colleagues and their influence on purchase of
personal care products of Hyderabad and Mumbai.
Reference
Kelman, H. C. (1961). ‘Processes of opinion change,’ Public Opinions Quarterly,Vol. 25, pp. 57-78.http://www.researchandmarkets.com/reports/590888/
http://www.researchandmarkets.com/reports/54547/ visited on 14.12.09
http://www.gcimagazine.com/marketstrends/regions/bric/38826982.html?page=3 visited on
15.12.09
http://www.fda.gov/Cosmetics/GuidanceComplianceRegulatoryInformation/ucm074201.htm
Clare Nishikawa, ‘Canadian & Global Insights on the Personal Care Industry,’ ACNielsen Global
Services, CCTFA: 6th October 2005.
Chapter IV
Personal Care Products:
Demographic and Social Factors
Chapter Contents
Page
Demographic Factors and Consumer Behavior
Age and Personal Care Products
Education and Personal Care Products
Occupation and Personal Care Products
Monthly Income and Personal Care Products
Social Factors
Social Factors and Beauty Soap
Social Factors and Face Wash
Social Factors and Fairness Cream
Social Factors and Shampoo
Social Factors and Henna
Social Factors and Hair Oil
Social Factors and Kajal
Social Factors and Eye Liner
Social Factors and Nail Paint
Social Factors and Personal Care Category
Summary
Chapter IV
Personal Care Products: Demographic Factors and Consumer Behaviour
In the previous chapter the definition of personal care products along with the scope and nature is
discussed. A brief note on the personal care product classification with the growth in the spending on
these products both in developed and developing was also highlighted with relevant secondary data.
Demographic Factors and Consumer Behavior
Demographic refers to the vital and measurable statistics of a population. Demographic characteristics,
such as age, sex, marital status, income, occupation and education are most often used as the basis for
explaining the consumer behavior for various products and services. Personal care products industry is
no exception to general marketing and in the similar manner in the present study the various demographic
factors like: Age, Occupation, Education, Location, Income are considered for survey.
Demographics help to locate a target market, whereas psychological and socio-cultural characteristics
help to describe how its members think and how they feel. Demographic information is often the most
accessible and cost-effective way to identify a target market. Indeed, most secondary data, including
census data are expressed in demographic terms. Demographics are easier to measure than other
variables; they are invariably studied along with psychographic and social variables to derive meaningful
findings whenever various study take place.
Jai Singh Parmar and Yashvant Gupta (2007) study focus on understanding the demographic factors
influencing the use of cosmetic which includes age, occupation and income. The major finding was that
age, occupation and income has a significant influence on the reasons in usage of cosmetics. In one
study by Urvashi Makkar et al. (2007) it was observed that the increasing size of the middle-class
population in India, representing a growth of disposable incomes, has led to more consumers for the
cosmetic market. The Gen-X has strong positive attitude towards herbal cosmetics. Further, in a study by
Vinith Kumar Nair. Prakash Pillai R (2007) it was found that be it men or women in both genders the
purchase of cosmetics is done individually in spite of friends influencing the decision. This study
examined the style of purchase of the cosmetics. Tarang Vaish (2006) opined that most of the
respondents prefered medium sized packs while buying cosmetics. In terms of purchase cycle both
married and single women were found shopping once in three months while young girls were found
shopped once every month. It was observed that 75% of the traffic during weekends in cosmetics section
was women and rest being men. While women spend more on hair care and skin care, men spend more
on fragrance than hair care and skin care. Ben Paul B.Gutierrez (2004) investigates and found that
product category, purchase frequency, brand comparison, and age are significant factors influencing
planned and impulse purchases. Nandagopal.R & Chinnaiyan.P (2003) have undertaken a study to
identify the popular brands of toilet soaps and the factors that contribute to the purchase of it in the rural
area. . The major brands of soap preferred are Hamam under the ‘popular segment, lifebuoy under the
‘economy’ segment and Lux under the ‘premium’ segment. one more finding was female use Lux and
males prefer Hamam followed by lifebuoy.
In this chapter the demographic factors influencing the purchase decision of personal care products is
presented. The demographic variables considered under the study were age, occupation, income,
education and location of the respondents. The results for each variable is presented in the form of
frequencies, percentages, chi-square test and test of Contingency Coefficient to prove the association
between the demographic factors and PCPs.
This chapter presents the meaning of social factors and how these factors like family, friends, neighbors
and colleagues influence the purchase decision of personal care products with the help of chi-square test.
The detailed analysis of social factors and beauty soaps, face wash, fairness cream, shampoo, henna,
hair oil, eye liner, kajal and nail paint is presented from table 5.1.1 to table 5.1.12 with respect to
Hyderabad and Mumbai.
Age and Personal Care Products
The details of demographic variable age and its influence on the purchase decision of personal care
products (like beauty soap, face wash, fairness cream, shampoo, henna, hair oil, kajal, eye liner and nail
paint) is discussed from table 4.1.1 to 4.1.9.
Age and Beauty Soap
Age is one of the demographic variables which influence the purchase decision of beauty soap. Hence,
data was collected and analyzed to understand the relationship of purchase decision of beauty soap and
the age. The results are discussed in below table 4.1.1(a) to 4.1.1(b) giving the details of both the cities
Hyderabad and Mumbai with respect to beauty soap.
Table: 4.1.1(a)
Age and Beauty Soap: Hyderabad
Age
Beauty Soap Brand
TotalPopular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
< 25 years 14.6% (68) 8.1% (38) 0.4% (2) 23.1% (108)
26-50 years 32.5% (152) 20.6% (96) 1.9% (9) 55% (257)
> 50 years 11.1% (52) 10.3% (48) 0.4% (2) 21.8% (102)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
An analysis of table 4.1.1(a) indicates that largest users 32.5% (152) of the popular brands of soaps and
followed by second largest users 20.6% (96) of premium brands of soaps belong to the age group of 26 –
50 years in Hyderabad. It is found that only 2 respondents belong to age group of > 50 years, using the
economy brands of beauty soaps. In conclusion it may be said that 58.2% (272) of the respondents use
popular brands of beauty soaps, followed by users of premium brands of beauty soaps 39% (182) and
economy brands of beauty soaps 2.8% (13) in Hyderabad.
In some it may be said that age has no influence on the brands of beauty soaps as most of the
respondents 272 out of 467 use popular brands. This finds a support in the ‘p’ value (.318) at 95% level of
significance for 4 df.
(In the chi-square test, for a 95 percent confidence level, if the significance level is greater than or equal
to .05, it signifies that there is no association between the two variables and the if significance level is less
than .05, then it signifies that there is a significant relationship between the two variables.)
Table: 4.1.1(b)
Age and Beauty Soap: Mumbai
Age Beauty Soap Brand Total
Popular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
< 25 years 10.3% (46) 10.5% (47) 2.2%(10) 23% (103)
26-50 years 30.9% (138) 15.9% (71) 2.0% (9) 48.8% (218)
> 50 years 16.3% (73) 9.4% (42) 2.5% (11) 28.2% (126)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination of table 4.1.1(b) exhibits that the major users 32.5% (152) of the popular brands of
soaps belong to the age group of 26 – 50 years, followed by second largest users 16.3% (73) of age
group of > 50 years. However, it is also found that only 11 respondents belong to age group of > 50
years, use the economy brands of beauty soaps in Mumbai. To conclude it may be said that 57.5% (257)
of the respondents use popular brands of beauty soaps, followed by users of premium brands of beauty
soaps 35.8% (160) and economy brands of beauty soaps 6.7% (30) in Mumbai.
In total even though it is found that age has no influence on the brands of beauty soaps as most of the
respondents 257 out of 447 use popular brands, however, This finding is not supported by ‘p’ value
(.028) at 95% level of significance for 4 df. Hence, it is said that there is a significant influence of age on
the brands of beauty soaps purchase in Mumbai.
On a comparative note the analysis of table 4.1.1(a) and 4.1.1(b) indicates that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is also
found that age has no influence on the purchase of beauty soaps brands in Hyderabad as ‘p’ value is
(.318), where as there it is found that there is a significant influence of age on the purchase of beauty
soap brands in Mumbai as ‘p’ value is (.028).
Age and Face Wash
Data is analyzed to understand the relationship of age and its influence on face wash brands. The results
are presented from table 4.1.2(a) to 4.1.2(b) giving the detailed analysis of both the cities Hyderabad and
Mumbai.
Table: 4.1.2(a)
Age and Face Wash: Hyderabad
Age
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
< 25 years 5% (13) 24.5% (65) 2.7% (7) 32.6% (85)
26-50 years 8% (21) 29.9% (78) 9.6% (25) 47.5% (124)
> 50 years 0.8% (2) 13.8% (36) 5.4% (14) 19.9% (52)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
The table 4.1.2(a) analysis shows that largest users 29.95% (78) use middle end face wash brands of age
group 26 – 50 years and followed by 24.5% (65) of age group below 25 years in Hyderabad. It is also
found that only 14 respondents belong to age group of > 50 years, use upper end face wash brands. To
sum up it may be said that 68.6% (179) of the respondents use middle end face wash brands, followed
by users of lower end face wash brands 17.6% (46) and upper end face wash brands 13.8% (36) in
Hyderabad.
In some from above analysis it may be said that age has no influence on the brands of face wash as most
of the respondents 179 out of 261 use middle end face wash brands. In contract to this are the results of
‘p’ value (.010) at 95% level of significance for 4 df, hence; there is significant association between age
and categories of different face wash brands in Hyderabad.
Table: 4.1.2(b)
Age and Face Wash: Mumbai
Face Wash Brand Total
Age
Upper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
< 25 years 4.3% (15) 23.3% (82) 1.7% (6) 29.3% (103)
26-50 years 14.2% (50) 31% (109) 6% (21) 51.1%(180)
> 50 years 0.9% (3) 17.9% (63) 0.9% (3) 19.6% (69)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
An understanding of table 4.1.2(a) exhibits that 31% (109%) majority users of middle end face wash
brands are of age group 26 – 50 years and followed by 23.3% (82) belong to below 25 years in Mumbai. It
is also found that only 3 respondents belong to age group of > 50 years, use upper end and lower end
face wash brands. To sum up it may be said that 72.2% (254) of the respondents use middle end face
wash brands, followed by users of upper end face wash brands 19.3% (68) and lower end face wash
brands 8.5% (30) in Mumbai.
In some from above analysis it may be said that there no relationship between age brands of face wash
purchase as majority of users 254 out of 352 use middle end face wash brands. However, ‘p’ value (.000)
at 95% level of significance for 4 df, indicates that there is significant association between age and
categories of different face wash brands in Mumbai.
When the analysis of two cities are compared it is demonstrated that middle end face wash brands are
used by age group of 26 – 50 years, with a slight difference in Hyderabad 68.6% and Mumbai 72.2%.
Further, in both the cities it is found that age does influence the purchase decision of categories of face
wash brands.
Age and Fairness Cream
In this part the demographic variable age and its influence on the purchase decision of fairness cream is
discussed. The detailed discussion of different categories of fairness cream brands used in Hyderabad
and Mumbai cities is presented below.
Table: 4.1.3(a)
Age and Fairness Cream: Hyderabad
Fairness Cream Brand Total
Age
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
< 25 years 3.2% (11) 16.5% (56) 4.7% (16) 24.4% (83)
26-50 years 4.4% (15) 41.2% (140) 10.6% (36) 56.2% (191)
> 50 years 2.1% (7) 15.3% (52) 2.1% (7) 19.4% (66)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On a closer examination of table 4.1.3(a) it is found that the 41.2% (140) largest users of middle end
fairness creams are of age group 26 – 50 years and followed by 16.5% (56) of age group of less that 25
years in Hyderabad. Only 7 respondents each belong to age group of above 50 years, using upper end
and lower end fairness cream brands. To sum up it may be said that 72.9% (248) of the respondents use
middle end fairness creams brands, followed by users of lower end fairness creams brands 17.4% (59)
and upper end fairness cream brands 9.7% (33) in Hyderabad.
In total it may be said that there no association of age and brands of fairness creams purchase as major
users 248 out of 340 use middle end fairness creams. The same is supported by ‘p’ value (.329) at 95%
level of significance for 6 df.
Table: 4.1.3(b)
Age and Fairness Cream: Mumbai
Fairness Cream Brand Total
Age
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
< 25 years 3.3% (8) 19.5% (48) 3.7% (9) 26.4% (65)
26-50 years 5.7% (14) 32.9% (81) 6.1% (15) 44.7% (110)
> 50 years 9.8% (24) 15.4% (38) 3.7% (9) 28.9% (71)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
It is observed from analysis of table 4.1.3(b) that larger user 32.9% (81) of middle end fairness creams
are of age group 26 – 50 years and followed by 19.5% (48) of age group of less than 25 years in Mumbai.
It is also found that only 3 respondents belong to age group of > 50 years, use upper end and lower end
fairness cream brands. In conclusion it may be said that 67.9% (167) of the respondents use middle end
fairness cream brands, followed by users of upper end fairness creams brands 18.7% (46) and lower end
face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
age as major users 167 out of 246 use middle end fairness creams. However, ‘p’ value (.000) at 95%
level of significance for 6 df, indicates that there is a significant association between age and categories
of different fairness cream brands purchase in Mumbai.
When compared it is indicated that middle end fairness cream brands are used by age group of 26 – 50
years in Hyderabad 72.9% and Mumbai 67.9% with a thin line of difference. Further, it is found that
there is no influence of age on the purchase decision of fairness creams in Hyderabad, where as
there is influence of age on the purchase decision of fairness creams in Mumbai.
Age and Shampoo
The demographic variable age and its influence on the purchase decision of different categories of
shampoo are presented below.
Table: 4.1.4(a)
Age and Shampoo: Hyderabad
Shampoo Brand Total
Age
Premium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
< 25 years 4.1% (19) 16.1% (75) 3% (14) 23.1% (108)
26-50 years 9% (42) 39% (182) 7.1% (33) 55% (257)
> 50 years 2.8% (13) 15.8% (74) 3.2% (15) 21.8% (102)
Total 15.8% (74) 70.9% (331) 13.3% (62) 100% (467)
Source: Primary Data
An analysis of table 4.1.4(a) indicates that largest users 39% (182) of the popular brands of shampoo
belong to age group of 26 – 50 years and followed by second largest users 16.1% (75) of age group less
than 25 years in Hyderabad. However, it is found that only 13 respondents use the premium brands of
shampoos of age more than 50 years. To conclude it may be said that 70.9% (331) of the respondents
use popular brands of shampoos, followed by users of premium brands of shampoos 15.8% (74) and
economy brands of shampoos 13.3% (62) in Hyderabad.
In some it may be said that age has no influence on the brands of shampoos as large user 331 out of 467
use popular brands. This finds a support in the ‘p’ value (.888) at 95% level of significance for 4 df.
Table: 4.1.4(b)
Age and Shampoo: Mumbai
Age
Shampoo Brand
TotalPremium Brands
of Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
< 25 years 6.5% (29) 14.3% (64) 2.2% (10) 23% (103)
26-50 years 12.8% (57) 32.9% (147) 3.4% (15) 49% (219)
> 50 years 8.3% (37) 17% (76) 2.7% (12) 28% (125)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
While examining table 4.1.4(b) it is found that popular brands of shampoos are used by majority 32.9%
(147) belonging to age group of 26 – 50 years and followed by second larger users 17% (76) of age group
more than 50 years in Mumbai. However, it is found that only 12 respondents use the economy brands of
shampoos of age more than 50 years. To conclude it may be said that 64.2% (287) of the respondents
use popular brands of shampoos, followed by users of premium brands of shampoos 27.5% (123) and
economy brands of shampoos 8.3% (37) in Mumbai.
In sum it may be said that age has no influence on the brands of shampoos as 287 out of 447 use
popular brands. This finds a support in the ‘p’ value (.730) at 95% level of significance for 4 df.
On a comparative note it is found that popular brands of shampoos are used by age group of 26 – 50
years in Hyderabad 70.9% and Mumbai 64.2% but with a slight of difference. Further, it is found that there
is no influence of age on the purchase decision of different categories of shampoo brands in Hyderabad
as ‘p’ value is (.888) as well as Mumbai as the ‘p’ value is (.730).
Age and Henna
In order to understand association between demographic variable age and purchase decision relating to
henna brands an enquiry was made and the analysis is presented in tables below.
Table: 4.1.5(a)
Age and Henna: Hyderabad
Henna Brand Total
AgePopular Brands of
Henna
Economy Brands
of Henna
< 25 years 28.6% (54) 0 28.6% (54)
26-50 years 39.2% (74) 13.2% (25) 52.4% (99)
> 50 years 12.2% (23) 6.9% (13) 19% (36)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
An analysis table 4.1.5(a) indicates that the largest 39.2% (74) use popular brands of henna and belong
to age group of 26 – 50 years and followed by second largest users 28.6% (54) of age group less than 50
years in Hyderabad. It is also found that no respondents use the economy brands of henna of age less
than 25 years. To conclude it may be said that 79.9% (151) of the respondents use popular brands of
henna, followed by users of economy of henna 20.1% (38).
Finally, it may be said that there is no relationship of age and henna brands purchased as 151 out of 189
use popular brands. However, ‘p’ value (.000) at 95% level of significance for 2 df suggests that there is
relationship of age and the henna brands purchased in Hyderabad.
Table: 4.1.5(b)
Age and Henna: Mumbai
Henna Brand Total
AgePopular Brands of
Henna
Economy
Brands of Henna
< 25 years 7.8% (5) 0 7.8% (5)
26-50 years 17.2% (11) 34.4% (22) 51.6% (33)
> 50 years 10.9% (7) 29.7% (19) 40.6% (26)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close examination of table 4.1.5(b) reveals that economy brands of henna are used by majority 34.4%
(22) belong to age group of 26 – 50 years and followed by second major users 29.7% (19) of age group
more than 50 years in Mumbai. Contrastingly, it is found that no respondents use economy brands henna
in the age group of less than 25 years. To conclude it may be said that 64.1% (417) of the respondents
use economy brands of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In total it may be said that purchase decision of henna brands is independent of age as 41 out of 64 use
economy brands. However, this is not supported by ‘p’ value (.007) at 95% level of significance for 2 df,
hence; it is found that purchase decision of henna brands is dependent on age.
When made comparison between analysis of Hyderabad and Mumbai it is found that popular brands of
henna are used by age group of 26 – 50 years in Hyderabad 79.9% and where as in Mumbai 64.1% use
economy brands of henna. The major difference is that very less number of respondents use henna in
Mumbai when compared to Hyderabad. This is perhaps more number of beauty saloon in Mumbai keeps
suggesting hair colour instead of henna to their customers in Mumbai. Further, it is found that there is
influence of age on the purchase decision of different categories of henna brands in Hyderabad as well as
Mumbai.
Age and Hair Oil
In the process of understanding the relationship of demographic variable age and its influence on the
purchase decision of hair oil an examination of data was made and results are presented below.
Table: 4.1.6(a)
Age and Hair Oil: Hyderabad
Age
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular Brands
of Hair Oil
Economy
Brands of
Hair Oil
< 25 years 1.3% (6) 19.7% (90) 1.5% (7) 22.5% (103)
26-50 years 1.7% (8) 47.4% (217) 6.1% (28) 55.2% (253)
> 50 years 1.1% (5) 18.3% (84) 2.8% (13) 22.3% (102)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
The analysis of table 4.1.6(a) exhibits that largest users 47.7% (217) of popular brands of hair oil belong
to age group of 26 – 50 years and followed by second major users 19.7% (90) of age group less than 50
years in Hyderabad. Interestingly, it is found that 5 respondents use premium brands of hair oil in the age
group of more than 50 years. To sum up it may be said that 85.4% (391) of the respondents use popular
brands of hair oil, followed by users of economy brands of hair oil 10.5% (48) in Hyderabad.
It may be said that there is no association of purchase decision of hair oil and age as 85.4% use popular
brands. However, this is not supported by ‘p’ value (.033) at 95% level of significance for 6 df, hence; it is
found that there is a association of purchase decision of hair oil and age.
Table: 4.1.6(b)
Age and Hair Oil: Mumbai
Age
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Brands of Hair
Oil
Economy
Brands of
Hair Oil
< 25 years 0.9% (4) 22.4% (99) 0 23.3% (103)
26-50 years 2.5% (11) 44.1% (195) 1.8% (8) 48.4% (214)
> 50 years 3.6% (16) 23.1% (102) 1.6% (7) 28.3% (125)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
A close examination of table 4.1.6(b) indicates that popular brands of hair oil are used by majority 44.1%
(195) belong to age group of 26 – 50 years and followed by second major users 23.1% (102) of age group
more than 50 years in Mumbai. Contrastingly, it is found that no respondents use economy brands of hair
oil in the age group of less than 25 years. To conclude it may be said that 89.6% (396) of the respondents
use popular brands of hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in
Mumbai.
In total it may be said that age is not influencing the purchase decision of hair oil as 396 out of 442 use
popular brands. However, this is not supported by ‘p’ value (.004) at 95% level of significance for 4 df,
hence; it is found that age is influence the purchase decision of hair oil.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found that
there is influence of age on the purchase decision of different categories of hair oil in Hyderabad as well
as Mumbai.
Age and kajal
To understand the dependence of purchase decision of different categories of kajal brands on the
demographic variable age an enquiry was made and the analysis are presented below.
Table: 4.1.7(a)
Age and Kajal: Hyderabad
Age
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of Kajal
Economy
Brands of
Kajal
< 25 years 9.1% (25) 18.2% (50) 0.4% (1) 27.7% (76)
26-50 years 13.1% (36) 39.1% (107) 3.6% (10) 55.8% (153)
> 50 years 6.2% (17) 9.5% (26) 0.7% (2) 16.4% (45)
Total 38.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
On examining table 4.1.7(a) it is revealed that a large part 39.1% (107) of the respondents use premium
brands of kajal of age group 26 – 50 years and followed by second major users 18.2% (50) of age group
less than 25 years in Hyderabad. Interestingly, it is found that 1 respondent use economy brands of kajal
in the age group of less than 25 years. To sum up it may be said that 66.8% (183) of the respondents use
premium brands of kajal brands, followed by 38.5% (78) use popular brands and 4.7% (13) use economy
brands.
To conclude it may be said that there is no association of age and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. However, the ‘p’ value (.140) at 95%
level of significance for 4 df, shows that there is a significant association of age and purchase decision of
different categories of kajal brands.
Table: 4.1.7(b)
Age and Kajal: Mumbai
Age
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of Kajal
Economy
Brands of
Kajal
< 25 years 15.6% (38) 3.7% (9) 2% (5) 21.3% (52)
26-50 years 35.2% (86) 9% (22) 14.8% (36) 59% (144)
> 50 years 12.7% (31) 2% (5) 4.9% (12) 19.7% (48)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On analyzing the table 4.1.7(b) it is found that popular brands of kajal are used by majority 35.1% (86) of
age group of 26 – 50 years and followed by second major users 15.6% (38) of age group less than 25
years in Mumbai. It is also found that 5 respondents use premium brands of kajal of age group of more
than 50 years and similarly 5 use economy brands of kajal of age group less than 25 years. Finally, it may
be said that 63.5% (155) of the respondents use popular brands of kajal, followed by 21.7% use economy
brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that age is not influencing the purchase decision of kajal brands as 155 out of
244 use popular brands. This also finds a support from ‘p’ value (.171) at 95% level of significance for 4
df.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of
kajal. Further, it is found that there is no significant influence of age on the purchase decision of different
categories of kajal brands in Hyderabad as ‘p’ value is (.140) as well as Mumbai as ‘p’ value is (.171).
Age and Eye Liner
An analysis was made to understand the influence of demographic variable age on the purchase decision
of eye liner and the results obtained are presented below.
Table: 4.1.8(a)
Age and Eye Liner: Hyderabad
AgePremium Brands
of Eye Liners
Popular Brands
of Eye LinersTotal
< 25 years 4.5% (9) 31.5% (63) 36% (72)
26-50 years 10% (20) 40% (80) 50% (100)
> 50 years 1.5% (3) 12.5% (25) 14% (28)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 4.1.8(a) demonstrates that 40% (80) use popular brands of eye liner belong to
age group of 26 – 50 years and followed by second large users 31.5% (63) of age group less than 25
years in Hyderabad. It is also found that 3 respondents use premium brands of eye liners of age group of
more than 50 years. To sum up it may be said that 84% (168) of the respondents use popular brands of
eye liners and followed by 16% (32) user of premium brands in Hyderabad.
To sum up it may be said that age has no influence on purchase decision of eye liner brands as 168 out
of 200 use popular brands. This also finds a support from ‘p’ value (.297) at 95% level of significance for 2
df.
Table: 4.1.8(b)
Age and Eye Liner: Mumbai
Age
Eye Liner Brand
TotalPremium Brands of
Eye Liners
Popular Brands of
Eye Liners
< 25 years 4.1% (10) 33.5% (81) 37.6% (91)
26-50 years 4.5% (11) 43.8% (106) 48.3% (117)
> 50 years 1.2% (3) 12.8% (31) 14% (34)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
On analyzing the table 4.1.8(b) it is found that popular brands of eye liners are used by the largest
respondents 43.8% (106) of age group of 26 – 50 years and followed by second major users 33.5% (81)
of age group less than 25 years in Mumbai. It is also found that 3 respondents use premium brands of
eye liners of age group of more than 50 years. In conclusion it may be said that 90.1% (218) of the
respondents use popular brands of eye liners, followed by 9.9%(24) use premium brands in Mumbai.
To conclude it may be said that there is no association of age and the purchase decision of eye liner
brands as 218 out of 242 use popular brands. This also finds a support from ‘p’ value (.906) at 95% level
of significance for 2 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
found that there is no association of age on the purchase decision of different categories of eye liner
brands in Hyderabad as well as Mumbai.
Age and Nail Paint
In this part the demographic variable age and its influence on the purchase decision of nail paint is
discussed.
Table: 4.1.9(a)
Age and Nail Paint Hyderabad
Age
Nail Paint Brand
TotalUpper End Brands
of Nail Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of Nail
Paint
< 25 years 4.5% (14) 7.1% (22) 12.5% (39) 24.1% (75)
26-50 years 10% (31) 21.9% (68) 26.4% (82) 58.2% (181)
> 50 years 3.5% (11) 10.9% (34) 3.2% (10) 17.7% (55)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
A close examination of table 4.1.9(a) indicates that 26.4% (82) use lower end brands of nail paints
belonging to age group of 26 – 50 years and followed by 21.9% (68) users of middle end brands of nail
paint. Interestingly, it is found that lower end 42.1% and middle end 39.9% brands of nail paints are
preferred almost on an equal note by respondents. It is also found that 18% (56%) use upper end brands
of nail paints in Hyderabad.
While concluding it may be said that there is no influence of age on purchase decision of nail paint as 131
out of 311 use lower end brands of nail paints. However, the ‘p’ value (.001) at 95% level of significance
for 4 df, Indicates that age influences the purchase decision of nail paints in Hyderabad.
Table: 4.1.9(b)
Age and Nail Polish: Mumbai
Age
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
< 25 years 3.8% (14) 17.5% (65) 2.7% (10) 24% (89)
26-50 years 6.2% (23) 35% (130) 11.9% (44) 53.1% (197)
> 50 years 4.9% (18) 15.1% (56) 3% (11) 22.9% (85)
Total 14.8% (55) 67.7% (251) 17.5% (65) 100% (371)
Source: Primary Data
On analyzing the table 4.1.9(b) it is indicated 35% (130) use middle end brands of nail paints belonging
to age group of 26 – 50 years and followed by second major users 17.5% (65) of age group less than 25
years in Mumbai. In conclusion it may be said that 67.7% (251) of the respondents use middle end brands
of nail paints, followed by 17.5%(65) use lower end and 14.8% (55) upper end brands of nail paint in
Mumbai.
It may be said that there is no association of age and the purchase decision of nail paint as 251 out of 371
use middle end brands. However, from ‘p’ value (.044) at 95% level of significance for 6 df it is found that
there is association of age and purchase decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
found that there is significant association of age on the purchase decision of different categories of nail
paint brands in Hyderabad as well as Mumbai.
Education and Personal Care Products
The analysis of demographic variable education and its influence on the purchase decision of personal
care products (like beauty soap, face wash, fairness cream, shampoo, henna, hair oil, kajal, eye liner and
nail paint) is discussed in table 4.2.1 to 4.2.9.
Education and Beauty Soap
Education is one of the demographic variables which influence the purchase decision of beauty soap.
Hence, to understand the relationship of purchase decision of beauty soap and the Education the data
was collected and analyses. The results are discussed in below table 4.2.1(a) to 4.2.1(b) giving the details
of both the cities Hyderabad and Mumbai with respect to beauty soap.
Table: 4.2.1(a)
Education and Beauty Soap: Hyderabad
Education
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Up to 12th Standard 9.6% (45) 4.5% (21) 0.6% (3) 14.8% (69)
UG Degree 27.8% (130) 12.8% (60) 1.3% (6) 42% (196)
Post Graduation 20.8% (97) 21.6% (101) 0.9% (4) 43.3% (202)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
From analysis of table 4.2.1(a) it is found that largest users 27.8% (130) of the popular brands of soaps
are Under Graduates and followed by second largest users 21.6% (101) of premium brands of soaps are
post graduates in Hyderabad. In conclusion it may be said that 58.2% (272) of the respondents use
popular brands of beauty soaps, followed by users of premium brands of beauty soaps 39% (182) and
economy brands of beauty soaps are preferred by less number of respondents 2.8% (13) in Hyderabad.
In sum it may be said that education has no influence on the brands of beauty soaps as most of the
respondents 272 out of 467 use popular brands. This finds a support in the ‘p’ value (.301) at 95% level of
significance for 4 df.
(In the chi-square test, for a 95 percent confidence level, if the significance level is greater than or equal
to .05, it signifies that there is no association between the two variables and the if significance level is less
than .05, then it signifies that there is a significant relationship between the two variables.)
Table: 4.2.1(b)
Education and Beauty Soap: Mumbai
Beauty Soap Brand Total
Education
Popular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Up to 12th Standard 7.4% (33) 2.2% (10) 2.5% (11) 12.1% (54)
UG Degree 21.9% (98) 13.9% (62) 2.2% (10) 38% (170)
Post Graduation 28.2% (126) 19.7% (88) 2% (9) 49.9% (223)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination of table 4.2.1(b) exhibits that the 28.2% (126) users of the popular brands of soaps
are post graduates followed by second largest users 21.9% (98) are under graduates. However, it is also
found that only 9 respondents are post graduates; use the economy brands of beauty soaps in Mumbai.
To conclude it may be said that 57.5% (257) of the respondents use popular brands of beauty soaps,
followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of beauty soaps
6.7% (30) in Mumbai.
In total even though it is found that education has no influence on the brands of beauty soaps as most of
the respondents 257 out of 447 use popular brands, however, This finding is not supported by ‘p’ value
(.000) at 95% level of significance for 4 df. Hence, it is said that there is a significant influence of
education on the brands of beauty soaps purchase in Mumbai.
On a comparative note the analysis of table 4.2.1(a) and 4.2.1(b) indicates that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is also
found that education has no influence on the purchase of beauty soaps brands in Hyderabad as
‘p’ value is (.301), where as there it is found that there is a significant influence of education on
the purchase of beauty soap brands in Mumbai as ‘p’ value is (.000).
Education and Face Wash
In this part the demographic variable education and its influence on the purchase decision of face wash is
presented. The data is analyzed to understand the relationship of purchase decision of education and its
influence on purchase of face wash brands. The results are given in tables’ 4.2.2(a) and 4.2.2(b).
Table: 4.2.2(a)
Education Influence and Face Wash: Hyderabad
Face Wash Brand Total
Education
Upper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Up to 12th Standard 0 10.3% (27) 4.6% (12) 14.9% (39)
UG Degree 8% (21) 29.9% (78) 6.5% (17) 44.4% (116)
Post Graduation 5.7% (15) 28.4% (74) 6.5% (17) 40.6% (106)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
The table analysis exhibits that middle end face wash brands are used by 29.95% (78), are Under
Graduates middle and followed by 28.4% (74) are Post Graduates in Hyderabad. It is also found that no
one uses upper end face wash brands with education up to 12 th standard. This perhaps might be due to
price factor involved in the purchase of these upper end face wash brands. To sum up it may be said that
68.6% (179) of the respondents use middle end face wash brands, followed by users of lower end face
wash brands 17.6% (46) and upper end face wash brands 13.8% (36) in Hyderabad.
In sum from above analysis it may be said that education has no influence on the brands of face wash as
most of the respondents 179 out of 261 use middle end face wash brands. In contract to this is the result
of ‘p’ value (.021) at 95% level of significance for 4 df, hence; there is significant association between
education and categories of different face wash brands in Hyderabad.
Table: 4.2.2(b)
Education Influence and Face Wash: Mumbai
Face Wash Brand Total
Education
Upper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Up to 12th
Standard0.3% (1) 8% (28) 1.4% (5) 9.7% (34)
UG Degree 8.2% (29) 25.3% (89) 1.7% (6) 35.2% (124)
Post Graduation 10.8% (38) 38.9% (137) 5.4% (19) 55.1% (194)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
An understanding of table 4.2.2(a) exhibits that 38.9% majority of middle end face wash brands are post
graduates and followed by 25.3% (89) are Under Graduates in Mumbai. It is also found that only 1
respondent up to 12th standard education, use upper end face wash brands. In conclusion it may be said
that 72.2% (254) of the respondents use middle end face wash brands, followed by users of upper end
face wash brands 19.3% (68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between education and brands of face
wash purchase as majority of users 254 out of 352 use middle end face wash brands. However, ‘p’ value
(.037) at 95% level of significance for 4 df, indicates that there is significant association between
education and purchase of categories of different face wash brands in Mumbai.
When the analysis of two cities are compared it is demonstrated that middle end face wash brands are
used by Under Graduates 29.9% in Hyderabad and Post Graduates 38.9% in Mumbai. However, it is
found that in both the cities it is middle end brands which are mostly used. Further, the analysis
shows that education has influence on the purchase decision of face wash brands in Hyderabad
and Mumbai also.
Education and Fairness Cream
In this part the demographic variable education and its influence on the purchase decision of fairness
cream is discussed. The detailed discussion of different categories of fairness cream brands used in
Hyderabad and Mumbai cities is presented below.
Table: 4.2.3(a)
Education Influence and Fairness Cream: Hyderabad
Fairness Cream Brand Total
Education
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Up to 12th Standard 2.1% (7) 10% (34) 2.9% (10) 15% (51)
UG Degree 5% (17) 28.2% (96) 8.5% (29) 41.8% (142)
Post Graduation 2.6% (9) 34.7% (118) 5.9% (20) 43.2% (147)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On a closer examination of table 4.2.3(a) it is found that the largest 34.7% (118) use middle end fairness
creams are Post Graduates and followed by 28.2% (96) are Under Graduates in Hyderabad. Only 7
respondents are with education up to 12th standard, use upper end brands. To sum up it may be said that
72.9% (248) of the respondents use middle end fairness creams brands, followed by users of lower end
fairness creams brands 17.4% (59) and upper end fairness cream brands 9.7% (33) in Hyderabad.
In total it may be said that there is no association of education and purchase of fairness creams as a
large users 248 out of 340 use middle end fairness creams. The same is supported by ‘p’ value (.109) at
95% level of significance for 6 df.
Table: 4.2.3(b)
Education Influence and Fairness Cream: Mumbai
Fairness Cream Brand Total
Education Upper End
Fairness
Middle End
Fairness
Lower End
Fairness
Brands Brands Brands
Up to 12th Standard 0.8% (2) 11.4% (28) 0.4% (1) 12.6% (31)
UG Degree 9.3% (23) 26% (64) 4.1% (10) 39.4% (97)
Post Graduation 8.5% (21) 30.5% (75) 8.9% (22) 48.% (118)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
It is observed from analysis of table 4.1.3(b) that the largest 30.5% (75) respondents use middle end
fairness creams belong to Post Graduates and followed by 26% (64) Under Graduates in Mumbai. It is
also found that only 1 respondent with up to 12th standard education uses lower end fairness creams
brands. In conclusion it may be said that 67.9% (167) of the respondents use middle end fairness cream
brands, followed by users of upper end fairness creams brands 18.7% (46) and lower end face wash
brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
education as major users 167 out of 246 use middle end fairness creams. However, ‘p’ value (.017) at
95% level of significance for 4 df, indicates that there is a significant association between education and
categories of different fairness cream brands purchased in Mumbai.
When compared it is indicated that middle end fairness cream brands are used by Post graduates in
Hyderabad 34.7% and Mumbai 30.5% with a thin line of difference. Further, it is found that there is no
influence of education on the purchase decision of fairness creams in Hyderabad, where as there
is influence of education on the purchase decision of fairness creams in Mumbai.
Education and Shampoo
The demographic variable education and its influence on the purchase decision of Shampoo is discussed
with reference to Hyderabad and Mumbai cities from table 4.2.4(a) to 4.2.4(b).
Table: 4.2.4(a)
Education Influence and Shampoo: Hyderabad
Shampoo Brand Total
Education
Premium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Up to 12th Standard 3% (14) 10.3% (48) 1.5% (7) 14.8% (69)
UG Degree 7.3% (34) 27.6% (129) 7.1% (33) 42% (196)
Post Graduation 5.6% (26) 33% (154) 4.7% (22) 43.4% (202)
Total 15.8% (74) 70.9% (331) 13.3% (62) 100% (467)
Source: Primary Data
An analysis of table 4.2.4(a) indicates that the largest 39% (182) users are Post Graduates; using popular
brands of shampoo and followed by second largest users 27.6% (129) with Under Graduates education in
Hyderabad. However, it is found that only 7 respondents use the economy brands of shampoos of
education up to 12th standard. To conclude it may be said that 70.9% (331) of the respondents use
popular brands of shampoos, followed by users of premium brands of shampoos 15.8% (74) and
economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that education has no influence on the brands of shampoos as large user 331 out of
467 use popular brands. This finds a support in the ‘p’ value (.133) at 95% level of significance for 4 df.
Table: 4.2.4(b)
Education Influence and Shampoo: Mumbai
EducationPremium Brands
of Shampoos
Popular Brands
of Shampoos
Economy
Brands of
Shampoos
Total
Up to 12th
Standard1.8% (8) 7.8% (35) 2.5% (11) 12.1% (54)
UG Degree 14.5% (65) 20.6% (92) 2.9% (13) 38% (170)
Post Graduation 11.2% (50) 35.8% (160) 2.9% (13) 49.9% (223)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
While examining table 4.2.4(b) it is found that popular brands of shampoos are used by majority 35.8%
(160); these are Post Graduates and followed by Under Graduates, the second larger users 20.6% (92) in
Mumbai. However, it is found that only 8 respondents use the premium brands of shampoos with
education up tp 12th standard. To conclude it may be said that 64.2% (287) of the respondents use
popular brands of shampoos, followed by users of premium brands of shampoos 27.5% (123) and
economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that education has no influence on the brands of shampoos as 287 out of 447 use popular
brands. However, the ‘p’ value (.000) at 95% level of significance for 4 df indicates that education has
influence on purchase decision of different brands of shampoo in Mumbai.
On a comparative note it is found that popular brands of shampoos are used Hyderabad 70.9% and
Mumbai 64.2% but with a slight of difference in users. Further, it is found that there is no influence of
education on the purchase decision of different categories of shampoo brands in Hyderabad
where as there is a influence of education on purchase decision of different categories of
shampoo brands in Mumbai.
Education and Henna
The demographic variable education and its influence on the purchase decision of different categories of
henna brands giving a comparative note of Hyderabad and Mumbai cities is presented below.
Table: 4.2.5(a)
Education Influence and Henna: Hyderabad
Education
Henna Brand
TotalPopular Brands of
Henna
Economy Brands
of Henna
Up to 12th Standard 11.6% (22) 1.6% (3) 13.2% (25)
UG Degree 37% (70) 9% (17) 46% (87)
Post Graduation 31.2% (59) 9.5% (18) 40.7% (77)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
An analysis table 4.2.5(a) indicates that largest user 37% (70) are Under Graduates and use popular
brands of henna and followed by second largest users 31.2% (59) are Post Graduates in Hyderabad. It is
also found 3 respondents use the economy brands of henna and these are with education up to 12 th
standard. To conclude it may be said that 79.9% (151) of the respondents use popular brands of henna,
and followed by users of economy of henna 20.1% (38).
Finally, it may be said that there is no relationship of education and henna brands purchased as 151 out
of 189 use popular brands. This is supported by ‘p’ value (.460) at 95% level of significance for 2 df.
Table: 4.2.5(b)
Education Influence and Henna: Mumbai
Henna Brand Total
EducationPopular Brands
of Henna
Economy Brands
of Henna
Up to 12th Standard 9.4% (6) 17.2% (11) 26.6% (17)
UG Degree 10.9% (7) 39.1% (25) 50% (32)
Post Graduation 15.6% (10) 7.8% (5) 23.4% (15)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close examination of table 4.2.5(b) reveals that economy brands of henna are used by majority 39.1%
(25) who are Under Graduates and followed by second major users 17.2% (11) with education up to 12 th
standard in Mumbai. To conclude it may be said that 64.1% (417) of the respondents use economy
brands of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In total it may be said that purchase decision of henna brands is independent of education as 41 out of
64 use economy brands. However, this is not supported by ‘p’ value (.012) at 95% level of significance for
2 df, hence; it is found that purchase decision of henna brands is dependent on education.
When made comparison between analysis of Hyderabad and Mumbai it is found that popular brands of
henna are used in Hyderabad 79.9% and where as in Mumbai 64.1% economy brands of henna are
used. The major difference is that very less number of respondents use henna in Mumbai when
compared to Hyderabad. Further, it is found that there is no influence of education on the purchase
decision of different categories of henna brands in Hyderabad as well as Mumbai it is found that
there is influence of education on purchase decision of different categories of henna brands.
Education and Hair Oil
The result of the demographic variable education and its influence on the purchase decision of hair oil is
discussed below in table 4.2.6(a) to 4.2.6(b).
Table: 4.2.6(a)
Education Influence and Hair Oil: Hyderabad
Education
Hair Oil Brand
TotalPremium Brands
of Hair Oil
Popular Brands
of Hair Oil
Economy
Brands of Hair
Oil
Up to 12th Standard 0.4% (2) 12.4% (57) 2% (9) 14.8% (68)
UG Degree 1.7% (8) 36% (165) 3.9% (18) 41.7% (191)
Post Graduation 2% (9) 36.9% (169) 4.6% (21) 43.3% (199)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
The analysis of table 4.2.6(a) exhibits that the popular brands of hair oil is used almost equally by Post
Graduates 36.9% and Under Graduates 36% (165) and followed by third major users 19.7% (90) of
education up to 12th standard in Hyderabad. Interestingly, it is found that 2 respondents use premium
brands of hair oil in the education group up to 12th standard. To sum up it may be said that 85.4% (391) of
the respondents use popular brands of hair oil, followed by users of economy brands of hair oil 10.5%
(48) and 4.1% use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association of purchase decision of hair oil and education as 85.4%
use popular brands. This finds a support in ‘p’ value (.902) at 95% level of significance for 4 df.
Table: 4.2.6(b)
Education Influence and Hair Oil: Mumbai
Hair Oil Brand Total
Education
Premium
Brands of Hair
Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Up to 12th Standard 0 11.5% (51) 0.7% (3) 12.2% (54)
UG Degree 4.3% (19) 32.1% (142) 2% (9) 38.5% (170)
Post Graduation 2.7% (12) 45.9% (203) 0.7% (3) 49.3% (218)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
A close examination of table 4.2.6(b) indicates that popular brands of hair oil are used by majority 45.9%
(203) of Post Graduates and followed by second major users 32.1% (142) of Under Graduates in
Mumbai. Contrastingly, it is found that no respondents use premium brands of hair oil in the education up
tp 12th standard. To conclude it may be said that 89.6% (396) of the respondents use popular brands of
hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in Mumbai.
In total it may be said that education is not influencing the purchase decision of hair oil as 396 out of 442
use popular brands. However, this is not supported by ‘p’ value (.005) at 95% level of significance for 4 df,
hence; it is found that education influences the purchase decision of hair oil.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that there is no association of education and purchase decision of different categories of hair oil
in Hyderabad where as Mumbai it is found that education influences purchase decision of
different categories of hair oil brands.
Education and kajal
The demographic variable education and its influence on the purchase decision of kajal is discussed and
the results are presented in the below tables from 4.2.7(a) to 4.2.7(b).
Table: 4.2.7(a)
Education Influence and Kajal: Hyderabad
Education
Kajal Brand
TotalPopular Brands
of Kajal
Premium
Brands of Kajal
Economy
Brands of Kajal
Up to 12th Standard 1.1% (3) 14.2% (39) 1.8% (5) 17.2% (47)
UG Degree 10.9% (30) 26.3% (72) 1.5% (4) 38.7% (106)
Post Graduation 16.4% (45) 26.3% (72) 1.5% (4) 44.2% (121)
Total 38.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
On examining table 4.2.7(a) it is found that the largest 26.3%(72) use premium brands of kajal by Under
Graduates and Post Graduates equally and followed by second major users 16.4% (45) of Post
Graduates using popular brands of kajal in Hyderabad. Interestingly, it is found that 3 respondent use
popular brands of kajal with education up to 12th standard. To sum up it may be said that 66.8% (183) of
the respondents use premium brands of kajal brands, followed by 38.5% (78) use popular brands and
4.7% (13) use economy brands.
To conclude it may be said that there is no association of education and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. However, with ‘p’ value (.001) at 95%
level of significance for 4 df, it is found that there is a significant association of education and purchase
decision of different categories of kajal brands.
Table: 4.2.7(b)
Education influence and Kajal: Mumbai
Education
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Up to 12th Standard 2.5% (6) 0.4% (1) 8.6% (21) 11.5% (28)
UG Degree 23% (56) 5.3% (13) 7% (17) 35.2% (86)
Post Graduation 38.1% (93) 9% (22) 6.1% (15) 53.3% (130)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On analyzing the table 4.2.7(b) it is found that popular brands of kajal are used by majority 35.1% (93)
who are Post Graduates and followed by second major users 23% (56) of Under graduates in Mumbai. It
is also found that 1 respondent use premium brands of kajal with education up to 12th standard. Finally, it
may be said that 63.5% (155) of the respondents use popular brands of kajal, followed by 21.7% use
economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that education is not influencing the purchase decision of kajal brands as 155
out of 244 use popular brands. However, from ‘p’ value (.000) at 95% level of significance for 4 df, it is
found that education influences purchase decision of kajal brands in Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of
kajal. Further, it is found that there is a significant influence of education on the purchase decision of
different categories of kajal brands in Hyderabad as well as Mumbai.
Education and Eye Liner
In this part the demographic variable education and its influence on the purchase decision of eye liner is
presented.
Table: 4.2.8(a)
Education Influence and Eye Liner: Hyderabad
Education
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular Brands of
Eye Liners
Up to 12th Standard 2% (4) 13% (26) 15% (30)
UG Degree 7% (14) 31% (62) 38% (76)
Post Graduation 7% (14) 40% (80) 47% (94)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 4.2.8(a) demonstrates that the largest 40% (80) use popular brands of eye
liner, are Post Graduates and followed by second large users 31.% (62) Under Graduates in Hyderabad.
It is also found that 4 respondents use premium brands of eye liners with education up to 12 th standard.
To sum up it may be said that 84% (168) of the respondents use popular brands of eye liners and
followed by 16% (32) user of premium brands in Hyderabad.
Finally, it may be said that education has no influence on purchase decision of eye liner brands as 168
out of 200 use popular brands. This also finds a support from ‘p’ value (.750) at 95% level of significance
for 2 df.
Table: 4.2.8(c)
Education Influence and Eye Liner: Mumbai
Education
Eye Liner Brand
TotalPremium
Brands of
Eye Liners
Popular
Brands of
Eye Liners
Up to 12th Standard 0 6.2% (15) 6.2% (15)
UG Degree 4.1% (10) 28.9% (70) 33.1% (80)
Post Graduation 5.8% (14) 55% (133) 60.7% (147)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
On analyzing the table 4.2.8(b) it is found that popular brands of eye liners are used by the largest Post
Graduates 55% (133) and followed by Under Graduates users 28.9% (70) in Mumbai. Interestingly, no
respondent use premium brands of eye liners from education group of up to 12th standard. In conclusion
it may be said that 90.1% (218) of the respondents use popular brands of eye liners, followed by 9.9%(24)
using premium brands in Mumbai.
To sum up it may be said that there is no association of education and the purchase decision of eye liner
brands as 218 out of 242 use popular brands. This also finds a support from ‘p’ value (.321) at 95% level
of significance for 2 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
found that there is no association of education on the purchase decision of different categories of
eye liner brands in Hyderabad as well as Mumbai.
Education and Nail Paint
In this part the demographic variable education and its influence on the purchase decision of nail paint is
discussed with respect to Hyderabad and Mumbai. The same are presented in the tables 4.2.9(a) to
4.2.9(b) below.
Table: 4.2.9(a)
Education Influence and Nail Paint Hyderabad
Nail Paint Brand Total
Education
Upper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Up to 12th Standard 2.3% (7) 4.2% (13) 8% (25) 14.5% (45)
UG Degree 3.5% (11) 16.1% (50) 20.6% (64) 40.2% (125)
Post Graduation 12.2% (38) 19.6% (61) 13.5% (42) 45.3% (141)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
A close examination of table 4.2.9(a) indicates that Under Graduates 20.6% (64) use lower end brands of
nail paints and followed by Post Graduates 19.6% (61) using of middle end brands of nail paint in
Hyderabad. It is also found that middle end 39.9% (124) brands of nail paints are equally preferred as
lower end by respondents. To sum it is said that 42.1% (131) use lower end brands of nail paint, and
18% (56%) use upper end brands of nail paints in Hyderabad.
While concluding it may be said that there is no influence of education on purchase decision of nail paint
as 131 out of 311 use lower end brands of nail paints. However, the ‘p’ value (.000) at 95% level of
significance for 4 df, Indicates that education influences the purchase decision of nail paints in
Hyderabad.
Table: 4.2.9(b)
Education Influence and Nail Polish: Mumbai
Nail Paint Brand Total
Education
Upper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Up to 12th Standard 0.3% (1) 7% (26) 2.7% (10) 10% (37)
UG Degree 4.6% (17) 24% (89) 10% (37) 38.5% (143)
Post Graduation 10% (37) 36.7% (136) 4.9% (18) 51.5% (191)
Total 14.8% (55) 67.7% (251) 17.4% (65) 100% (371)
Source: Primary Data
On analyzing the table 4.2.9(b) it is indicated Post Graduates 36.7% (136) use middle end brands of nail
paints and followed by Under Graduates 24% (89) in Mumbai. It is also found that 1 respondents uses
upper end brands of nail paint with education up to 12th standard. In conclusion it may be said that 67.7%
(251) of the respondents use middle end brands of nail paints, followed by 17.4%(65) use lower end and
14.8% (55) upper end brands of nail paint in Mumbai.
It may be said that there is no association of education and the purchase decision of nail paint as 251 out
of 371 use middle end brands. However, from ‘p’ value (.000) at 95% level of significance for 4 df it is
found that there is significant association of education and purchase decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
found that there is a significant association of education and purchase decision of different
categories of nail paint brands in Hyderabad as well as Mumbai.
Occupation and Beauty Soap
Occupation is one of the demographic variables which influence the purchase decision of beauty soap.
Hence, data was collected and analyzed to understand the relationship of purchase decision of
occupation and beauty soap. The results are presented in below table 4.3.1(a) to 4.3.1(b) giving the
details of both the cities Hyderabad and Mumbai.
Table: 4.3.1(a)
Occupation and Beauty Soap: Hyderabad
Occupation
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Student 7.1% (33) 4.9% (23) 0.2% (1) 12.2% (57)
Housewife 23.3% (109) 13.1% (61) 1.3% (6) 37.7% (176)
Employee 22.9% (107) 15.4% (72) 0.2% (1) 38.5% (180)
Businesswoman 3.2% (15) 3.4% (16) 0.9% (4) 7.% (35)
Retired 1.7% (8) 2.1% (10) 0.2% (1) 4.1% (19)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
It is observed from analysis of table 4.3.1(a) that employees are the largest 22.9% (107) user of popular
brands of soaps and followed by housewives the second largest users 23.3% (109) in Hyderabad. In
conclusion it may be said that 58.2% (272) of the respondents use popular brands of beauty soaps,
followed by users of premium brands of beauty soaps 39% (182) and economy brands of beauty soaps
are preferred by less number of respondents 2.8% (13) in Hyderabad.
In sum it may be said that occupation has no influence on the brands of beauty soaps purchased as most
of the respondents 272 out of 467 use popular brands. However, the ‘p’ value (.018) at 95% level of
significance for 8 df indicates that occupation influence the purchase decision of beauty soaps.
Table: 4.3.1(b)
Occupation and Beauty Soap: Mumbai
Occupation Beauty Soap Brand Total
Popular Brands
of Soaps
Premium Brands
of Soaps
Economy Brands
of Soaps
Student 6.5% (29) 4.5% (20) 2.2% (10) 13.2% (59)
Housewife 18.1% (81) 11.4% (51) 3.1% (14) 32.7% (146)
Employee 25.7% (115) 15.2% (68) 1.3% (6) 42.3% (189)
Businesswoman 4.9% (22) 4.5% (20) 0 9.4% (42)
Retired 2.2% (10) 0.2% (1) 0 2.5% (11)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination of table 4.3.1(b) exhibits that the employees are the major 25.7% (115) users of the
popular brands of soaps, followed by housewives; second largest users 18.1% (81). However, it is also
found that economy brands of beauty soaps are not used by either business women or retired woman in
Mumbai. To conclude it may be said that 57.5% (257) of the respondents use popular brands of beauty
soaps, followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of beauty
soaps 6.7% (30) in Mumbai.
In total even though it is found that occupation has no influence on the brands of beauty soaps as most of
the respondents 257 out of 447 use popular brands, however, This finding is not supported by ‘p’ value
(.001) at 95% level of significance for 8 df. Hence, it is said that there is a significant influence of
occupation on the brands of beauty soaps purchase in Mumbai.
On a comparative note the analysis of table 4.3.1(a) and 4.3.1(b) indicates that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is found
that there is a significant influence of occupation on the purchase of beauty soap brands in
Hyderabad as ‘p’ value is (.018) and Mumbai as ‘p’ value is (.000).
Occupation and Face Wash
In this part the demographic variable occupation and its influence on the purchase decision of face wash
is discussed. The data is analyzed to understand the relationship of occupation and its influence on
purchase of face wash brands. The results are provided from table 4.3.2(a) to 4.3.2(b) highlighting the
details of both the cities Hyderabad and Mumbai.
Table: 4.3.2(a)
Occupation Influence and Face Wash: Hyderabad
Occupation
Face Wash Brand
TotalUpper End Face
Wash Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Student 1.5% (4) 13.8% (36) 2.3% (6) 17.6% (46)
Housewife 4.2% (11) 20.7% (54) 8.8% (23) 33.7% (88)
Employee 7.3% (19) 26.4% (69) 5.4% (14) 39.1% (102)
Businesswoman 0.8% (2) 6.9% (18) 1.1% (3) 8.8% (23)
Retired 0 0.8% (2) 0 0.8% (2)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
The table analysis exhibits that majorly employees 26.4% (69) use middle end face wash brands,
followed by housewives 20.7% (54) in Hyderabad. It is also found that no retired person uses upper end
or lower end face wash brands. To sum up it may be said that 68.6% (179) of the respondents use
middle end face wash brands, followed by users of lower end face wash brands 17.6% (46) and upper
end face wash brands 13.8% (36) in Hyderabad.
In sum it may be said that occupation has no influence on the brands of face wash as most of the
respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.202) at
95% level of significance for 8 df,
Table: 4.3.2(b)
Occupation Influence and Face Wash: Mumbai
Occupation
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Student 0.3% (1) 14.8% (52) 1.7% (6) 16.8% (59)
Housewife 4.5% (16) 20.7% (73) 3.1% (11) 28.4% (100)
Employee 14.5% (51) 26.4% (93) 2.6% (9) 43.5% (153)
Businesswoman 0 8% (28) 1.1% (4) 9.1% (32)
Retired 0 2.3% (8) 0 2.3% (8)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
An understanding of table 4.3.2(a) exhibits that employees 26.4% (93) are largest users of middle end
face wash brands, followed by housewives 20.7% (73) in Mumbai. It is also found that from among the
retired women no one uses either upper end or lower end face wash brands and in a similar way
business women also don’t use upper end face wash brands. In conclusion it may be said that 72.2%
(254) of the respondents use middle end face wash brands, followed by users of upper end face wash
brands 19.3% (68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between occupation and brands of face
wash purchase as majority of users 254 out of 352 use middle end face wash brands. However, ‘p’ value
(.000) at 95% level of significance for 8 df, indicates that there is significant association between
occupation and purchase of categories of different face wash brands in Mumbai.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are used by
in Hyderabad 68.6% and Post Graduates 72.2% in Mumbai. Further, the analysis shows that
occupation has no influence on the purchase decision of face wash in Hyderabad as ‘p’ value
(.202) where as occupation influences purchase decision of face wash brands Mumbai as ‘p’ value
is (.000).
Occupation and Fairness Cream
In this part the demographic variable occupation and its influence on the purchase decision of fairness
cream is presented. The detailed analysis of different categories of fairness cream brands used in
Hyderabad and Mumbai cities is presented below.
Table: 4.3.3(a)
Occupation Influence and Fairness Cream: Hyderabad
Occupation
Fairness Cream Brand
TotalUpper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Student 2.4% (8) 9.1% (31) 0.6% (2) 12.1% (41)
Housewife 3.5% (12) 30.9% (105) 4.4% (15) 38.8% (132)
Employee 3.2% (11) 24.7% (84) 8.5% (29) 36.5% (124)
Businesswoman 0.6% (2) 3.8% (13) 2.9% (10) 7.4% (25)
Retired 0 4.4% (15) 0.9% (3) 5.3% (18)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On a closer examination of table 4.3.3(a) it is found that the housewives 30.9% (105) are the largest user
of middle end fairness creams, followed by employees 24.7% (84) in Hyderabad. It is also found that
retired women don’t use upper end fairness creams. To sum up it may be said that 72.9% (248) of the
respondents use middle end fairness creams brands, followed by users of lower end fairness creams
brands 17.4% (59) and upper end fairness cream brands 9.7% (33) in Hyderabad.
In total it may be said that there is no association of occupation and purchase of fairness creams as a
large users 248 out of 340 use middle end fairness creams. However the ‘p’ value (.001) at 95% level of
significance for 8 df reveals that there is a significant association of occupation and purchase decision of
fairness creams.
Table: 4.3.3(b)
Occupation Influence and Fairness Cream: Mumbai
Occupation
Fairness Cream Brand
TotalUpper End
Fairness Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Student 0.8% (2) 11.4% (28) 2% (5) 14.2% (35)
Housewife 6.1% (15) 22% (54) 1.2% (3) 29.3% (72)
Employee 8.9% (22) 25.2% (62) 8.1% (20) 42.3% (104)
Businesswoman 2.8% (7) 6.5% (16) 1.6% (4) 11% (27)
Retired 0 2.8% (7) 0.4% (1) 3.3% (8)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
It is observed from analysis of table 4.1.3(b) that the employees 25.2% (62) are the largest users of
middle end fairness creams, followed by housewives 22% (54) in Mumbai. It is also found that none of the
retired women use upper end fairness cream brands. In conclusion it may be said that 67.9% (167) of the
respondents use middle end fairness cream brands, followed by users of upper end fairness creams
brands 18.7% (46) and lower end face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
occupation as major users 167 out of 246 use middle end fairness creams. However, ‘p’ value (.038) at
95% level of significance for 8 df, indicates that there is a significant association between occupation and
categories of different fairness cream brands purchased in Mumbai.
When compared it is indicated that middle end fairness cream brands are largely used by
housewives 30.9% in Hyderabad and employees 25.2% in Mumbai. Further, it is found that there
is significant influence of occupation on the purchase decision of fairness creams in Hyderabad
as ‘p’ value is (.001) and in Mumbai as ‘p’ value is (.038).
Occupation and Shampoo
In this part the demographic variable occupation and its influence on the purchase decision of shampoo is
discussed with reference to Hyderabad and Mumbai cities.
Table: 4.3.4(a)
Occupation Influence and Shampoo: Hyderabad
Shampoo Brand Total
Occupation Premium
Brands of
Popular
Brands of
Economy
Brands of
Shampoos Shampoos Shampoos
Student 3.6% (17) 6.4% (30) 2.1% (10) 12.2% (57)
Housewife 6.2% (29) 27% (126) 4.5% (21) 37.7% (176)
Employee 4.5% (21) 28.5% (133) 5.6% (26) 38.5% (180)
Businesswoman 1.3% (6) 5.1% (24) 1.1% (5) 38.5% (35)
Retired 0.2% (1) 3.9% (18) 0 4.1% (19)
Total 15.8% (74) 70.9% (331) 13.3% (62) 100% (467)
Source: Primary Data
An analysis of table 4.3.4(a) indicates that the largest 28.5% (133) users of popular brands of shampoo
are employee, followed by second largest users 27% (126) housewives in Hyderabad. However, it is
found that none of the retired women use lower end brands of shampoos. To conclude it may be said that
70.9% (331) of the respondents use popular brands of shampoos, followed by users of premium brands
of shampoos 15.8% (74) and economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that occupation has no influence on the brands of shampoos as large user 331 out
of 467 use popular brands. However, the ‘p’ value (.017) at 95% level of significance for 8 df indicates that
occupation influences the purchase decision of shampoo brands.
Table: 4.3.4(b)
Occupation Influence and Shampoo: Mumbai
Occupation Shampoo Brand Total
Premium Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Student 4% (18) 8.7% (39) 0.4% (2) 13.2% (59)
Housewife 8.5% (38) 21.1% (95) 2.9% (13) 32.7% (146)
Employee 12.5% (56) 24.8% (111) 4.9% (22) 42.3% (189)
Businesswoman 1.8% (8) 7.6% (34) 0 9.4% (42)
Retired 0.7% (3) 8 0 11
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
While examining table 4.3.4(b) it is found that popular brands of shampoos are used majorly 24.8% (111)
by employees; these are Post Graduates and followed by Under Graduates, the second larger users
20.6% (92) in Mumbai. However, it is found that only 8 respondents use the premium brands of
shampoos with occupation up tp 12th standard. To conclude it may be said that 64.2% (287) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 27.5%
(123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that occupation has no influence on the brands of shampoos as 287 out of 447 use
popular brands. This finds a support from ‘p’ value (.101) at 95% level of significance for 8 df.
On a comparative note it is found that popular brands of shampoos are used in Hyderabad 70.9% and in
Mumbai 64.2% but with a slight of difference in users. Further, it is found that there is no influence of
occupation on the purchase decision of different categories of shampoo brands in Hyderabad and
in Mumbai.
Occupation and Henna
In order to understand the influence of demographic variable occupation on purchase decision of henna a
detailed analysis was carried and the results are presented below.
Table: 4.3.5(b)
Occupation Influence and Henna: Hyderabad
Henna Brand Total
OccupationPopular Brands
of Henna
Economy Brands
of Henna
Student 11.1% (21) 0 11.1% (21)
Housewife 29.6% (56) 7.4% (14) 37% (70)
Employee 31.7% (60) 8.5% (16) 40.2% (76)
Businesswoman 7.4% (14) 3.2% (6) 10.6% (20)
Retired 0 1.1% (2) 1.1% (2)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
An analysis table 4.3.5(a) indicates that largest user 31.7% (60) of popular brands of henna are
employees, followed by second largest users 29.6% (56) housewives in Hyderabad. It is also found that
none of the students use economy brands of henna and none of the retired women use popular brands of
henna. To conclude it may be said that 79.9% (151) of the respondents use popular brands of henna, and
followed by users of economy of henna 20.1% (38).
Finally, it may be said that there is no relationship of occupation and purchase decision of henna as 151
out of 189 use popular brands. However, the ‘p’ value (.006) at 95% level of significance for 4 df highlights
that there is a significant relationship of occupation and purchase decision of henna.
Table: 4.3.5(b)
Occupation Influence and Henna: Mumbai
Occupation
Henna Brand
TotalPopular Brands
of Henna
Economy Brands
of Henna
Housewife 10.9% (7) 31.3% (20) 42.2% (27)
Employee 23.4% (15) 18.8% (12) 42.2% (27)
Businesswoman 1.6% (1) 6.3% (4) 7.8% (5)
Retired 0 7.8% (5) 7.8% (5)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close examination of table 4.3.5(b) reveals that economy brands of henna are used majorly by
housewives 31.3% (20), followed by employees, the second major users 23.4% (15) of popular brands of
henna in Mumbai. Finally, it may be said that 64.1% (417) of the respondents use economy brands of
henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In sum it may be said that purchase decision of henna brands is independent of occupation as 41 out of
64 use economy brands. However, this is not supported by ‘p’ value (.029) at 95% level of significance for
2 df, hence; it is found that purchase decision of henna brands is dependent on occupation.
When made comparison between analysis of Hyderabad and Mumbai it is found that popular brands of
henna are used in Hyderabad 79.9% and where as in Mumbai 64.1% economy brands of henna are
used. The major difference is that very less number of respondents use henna in Mumbai when
compared to Hyderabad. Further, it is found that there is a significant influence of occupation on
purchase decision of different categories of henna brands in Hyderabad as ‘p’ value is (.006) and
in Mumbai as ‘p’ value is (.029).
Occupation and Hair Oil
In this part the demographic variable occupation and its influence on the purchase decision of hair oil is
discussed.
Table: 4.3.6(a)
Occupation Influence and Hair Oil: Hyderabad
Hair Oil Brand Total
Occupation
Premium
Brands of
Hair Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Student 1.3% (6) 9.4% (43) 0.9% (4) 11.6% (53)
Housewife 1.3% (6) 31% (142) 5.7% (26) 38% (174)
Employee 0.9% (4) 33.5% (155) 3.9% (18) 38.6% (177)
Businesswoman 0.7% (3) 7% (32) 0 7.6% (35)
Retired 0 4.1% (19) 0 4.1% (19)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
The analysis of table 4.3.6(a) exhibits that the popular brands of hair oil are almost equally used by
employees 33.5% (155) and housewives 31% (142) and followed by third major users 9.4% (43), students
in Hyderabad. Interestingly, it is found that none of retired women use premium brands of hair oil and
economy brands of hair oil, none of business women also use economy brands of hair oil. To sum up it
may be said that 85.4% (391) of the respondents use popular brands of hair oil, followed by users of
economy brands of hair oil 10.5% (48) and 4.1% use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association of purchase decision of hair oil and occupation as
85.4% use popular brands. However, the ‘p’ value (.006) at 95% level of significance for 8 df indicates
that there is a significant association of occupation and purchase decision of hair oil.
Table: 4.3.6(b)
Occupation Influence and Hair Oil: Mumbai
Occupation Hair Oil Brand Total
Premium Brands Popular Economy
of Hair OilBrands of
Hair Oil
Brands of
Hair Oil
Student 0.9% (4) 12.4% (55) 0 13.3% (59)
Housewife 1.6% (7) 29.9% (132) 1.4% (6) 32.8% (145)
Employee 2.9% (13) 37.5% (166) 1.4% (6) 41.9% (185)
Businesswoman 1.6% (7) 7.9% (35) 0 9.5% (42)
Retired 0 1.8% (8) 0.7% (3) 2.5% (11)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
A close examination of table 4.3.6(b) indicates that popular brands of hair oil are used by employees
37.5% (166), followed by second major users 29.9% (132) housewives in Mumbai. Contrastingly, it is
found that none of the retired women use premium brands of hair oil and none of the students and
business women use economy brands of hair oil. To conclude it may be said that 89.6% (396) of the
respondents use popular brands of hair oil, followed by 7% (31) use premium brands and 3.4% use
economy brands in Mumbai.
In total it may be said that occupation is not influencing the purchase decision of hair oil as 396 out of 442
use popular brands. However, this is not supported by ‘p’ value (.000) at 95% level of significance for 4 df,
hence; it is found that occupation influences the purchase decision of hair oil.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that occupation influences purchase decision of different categories of hair oil brands in
Hyderabad as ‘p’ value is (.006) and in Mumbai also as ‘p’ value is (.000).
Occupation and kajal
In this part the demographic variable occupation and its influence on the purchase decision of kajal is
presented below.
Table: 4.3.7(a)
Occupation Influence and Kajal: Hyderabad
Occupation
Kajal Brand
TotalPopular Brands
of Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Student 6.9% (19) 4.7% (13) 0 11.7% (32)
Housewife 4.7% (13) 29.9% (82) 2.2% (6) 36.9% (101)
Employee 11.3% (31) 28.1% (77) 2.6% (7) 42% (115)
Businesswoman 4.7% (13) 2.9% (8) 0 7.7% (21)
Retired 0.7% (2) 1.1% (3) 0 1.8% (5)
Total 38.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
On examining table 4.3.7(a) it is found that the housewives are the largest 29.9%(72) user of premium
brands of kajal followed by second major users 16.4% (45); employee 28.1% (77)in Hyderabad.
Interestingly, it is found that economy brands of kajal are no used by students, business women and
retired women also. To sum up it may be said that 66.8% (183) of the respondents use premium brands
of kajal brands, followed by 38.5% (78) use popular brands and 4.7% (13) use economy brands.
To conclude it may be said that there is no association of occupation and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. However, with ‘p’ value (.000) at 95%
level of significance for 8 df, it is found that there is a significant association of occupation and purchase
decision of different categories of kajal brands.
Table: 4.3.7(b)
Occupation Influence and Kajal: Mumbai
Occupation
Kajal Brand
TotalPopular Brands
of Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Student 9.4% (23) 0 1.6% (4) 11.1% (27)
Housewife 14.3% (35) 4.5% (11) 9.8% (24) 28.7% (70)
Employee 29.5% (72) 8.2% (20) 9% (22) 46.7% (114)
Businesswoman 6.1% (15) 1.6% (4) 1.2% (3) 9% (22)
Retired 4.1% (10) 0.4% (1) 0 4.5% (11)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On analyzing the table 4.3.7(b) it is found that largely employees 29.5% (72) use popular brands of kajal
and followed by second major users 14.3% (35) housewives in Mumbai. It is also found that none of the
students use premium brands of kajal and none of the retired women use economy brands of kajal.
Finally, it may be said that 63.5% (155) of the respondents use popular brands of kajal, followed by 21.7%
use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that occupation is not influencing the purchase decision of kajal brands as 155
out of 244 use popular brands. However, from ‘p’ value (.000) at 95% level of significance for 8 df, it is
found that occupation influences purchase decision of kajal brands in Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of
kajal. Further, it is found that there is a significant influence of occupation on the purchase decision of
different categories of kajal brands in Hyderabad as ‘p’ value is (.006) as well as Mumbai as ‘p’ value is
(.000).
Occupation and Eye Liner
The demographic variable occupation and its influence on the purchase decision of eye liner are
presented in tables 4.3.8 (a) to 4.3.8 (b).
Table: 4.3.8(a)
Occupation Influence and Eye Liner: Hyderabad
Occupation
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular
Brands of
Eye Liners
Student 4% (8) 11% (22) 15% (30)
Housewife 6.5% (13) 27.5% (55) 34% (68)
Employee 5% (10) 35.5% (71) 40.5% (81)
Businesswoman 0.5% (1) 7.5% (15) 8% (16)
Retired 0 2.5% (5) 2.5% (5)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 4.3.8(a) demonstrates that the employees are largest 35.5% (71) user of
popular brands of eye liner and followed by housewives; the second large users 27.5% (55) in
Hyderabad. It is also found that none of the retired women use premium brands of eye liners. To sum up
it may be said that 84% (168) of the respondents use popular brands of eye liners and followed by 16%
(32) user of premium brands in Hyderabad.
In conclusion it may be said that occupation has no influence on purchase decision of eye liner brands as
168 out of 200 use popular brands. This also finds a support from ‘p’ value (.205) at 95% level of
significance for 4 df.
Table: 4.3.8(b)
Occupation Influence and Eye Liner: Mumbai
Eye Liner Brand
Occupation
Premium
Brands of
Eye Liners
Popular
Brands of
Eye Liners
Total
Student 0 21.9% (53) 21.9% (53)
Housewife 2.1% (5) 18.2% (44) 20.2% (49)
Employee 7.4% (18) 36.8% (89) 44.2% (107)
Businesswoman 0.4% (1) 9.9% (24) 10.3% (25)
Retired 0 3.3% (8) 3.3% (8)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
On analyzing the table 4.3.8(b) it is found that employees 36.8% (89) are the largest users of popular
brands of eye liners, followed by housewives 18.2% (44) in Mumbai. Interestingly, neither students nor
retired women use premium brands of eye liners. In conclusion it may be said that 90.1% (218) of the
respondents use popular brands of eye liners, followed by 9.9% (24) using premium brands in Mumbai.
To sum up it may be said that there is no association of occupation and purchase decision of eye liner
brands as 218 out of 242 use popular brands. However, ‘p’ value (.009) at 95% level of significance for 4
df indicates that there is a significant association of occupation and purchase decision of eye liner brands.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
found that there is no association of occupation on the purchase decision of different categories
of eye liner brands in Hyderabad as ‘p’ value is (.205), where as in Mumbai it is found that there is
significant association of occupation and purchase decision of different categories of eye liner
brands as ‘p’ value is (.009).
Occupation and Nail Paint
In this part the demographic variable occupation and its influence on the purchase decision of nail paint is
presented below.
Table: 4.3.9(a)
Occupation Influence and Nail Paint Hyderabad
Occupation
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Student 2.9% (9) 4.8% (15) 3.2% (10) 10.9% (34)
Housewife 5.8% (18) 12.9% (40) 18.6% (58) 37.3% (116)
Employee 6.4% (20) 18% (56) 16.7% (52) 41.2% (128)
Businesswoman 2.9% (9) 2.6% (8) 2.6% (8) 8% (25)
Retired 0 1.6% (5) 1% (3) 2.6% (8)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
A close examination of table 4.3.9(a) indicates that housewives 18.6% (58) use lower end brands of nail
paints and followed by employees 18% (56) using middle end brands of nail paint in Hyderabad. It is also
found that middle end 39.9% (124) brands of nail paints are equally preferred as lower end by
respondents. To sum it is said that 42.1% (131) use lower end brands of nail paint, and 18% (56%) use
upper end brands of nail paints in Hyderabad.
While concluding it may be said that there is no influence of occupation on purchase decision of nail paint
as 131 out of 311 use lower end brands of nail paints. This find a support from ‘p’ value (.065) at 95%
level of significance for 8 df.
Table: 4.3.9(b)
Occupation Influence and Nail Polish: Mumbai
Nail Paint Brand Total
Occupation
Upper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Student 2.4% (9) 12.1% (45) 1.1% (4) 15.6% (58)
Housewife 3.8% (14) 17.5% (65) 6.5% (24) 27.8% (103)
Employee 6.2% (23) 29.4% (109) 8.6% (32) 44.2% (164)
Businesswoman 2.2% (8) 6.7% (25) 1.3% (5) 10.2% (38)
Retired 0.3% (1) 1.9% (7) 0 2.2% (8)
Total 14.8% (55) 67.7% (251) 17.4% (65) 100% (371)
Source: Primary Data
On analyzing the table 4.3.9(b) it is found that the largest users 29.4% (109) are employees, using
middle end brands of nail paints, followed by housewives 17.5% (65) in Mumbai. It is also found that none
of the retired women use lower end brands of nail paints. In conclusion it may be said that 67.7% (251) of
the respondents use middle end brands of nail paints, followed by 17.4%(65) use lower end and 14.8%
(55) upper end brands of nail paint in Mumbai.
It may be said that there is no association of occupation and the purchase decision of nail paint as 251
out of 371 use middle end brands. This finds support from ‘p’ value (.214) at 95% level of significance for
8 df.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
found that there is no significant association of occupation and purchase decision of different
categories of nail paint brands in Hyderabad as the ‘p’ value is (.065) as well as Mumbai as ‘p’
value is (.214).
Monthly Income and Personal Care Products
The details of demographic variable monthly income and its influence on the purchase decision of
personal care products (like beauty soap, face wash, fairness cream, shampoo, henna, hair oil, kajal, eye
liner and nail paint) is presented in tables’ 4.4.1 to 4.4.9.
Monthly Income and Beauty Soap
As Monthly income is one of the demographic variables that might influence the purchase decision of
beauty soap, hence; data was collected and analyzed to understand the relationship of purchase decision
of monthly income and beauty soap. The results are presented in table 4.4.1(a) to 4.4.1(b) below.
Table: 4.4.1(a)
Monthly Income and Beauty Soap: Hyderabad
Monthly Income
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
< or = 20,000 20.3% (95) 14.8% (69) 1.7% (8) 36.8% (172)
21,000 - 40,000 29.1% (136) 18.4% (86) 1.1% (5) 48.6% (227)
> 41,000 8.8% (41) 5.8% (27) 0 14.6% (68)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
It is observed from analysis of table 4.4.1(a) that the largest 29.1% (136) belong to income group of
Rs.21,000 - Rs.40,000 using popular brands of soaps and followed by income group of up to Rs.20,000
the second largest users 20.3% (95) in Hyderabad. It is also found that economy brands of beauty soaps
are not used by income group of above Rs.41, 000. In conclusion it may be said that 58.2% (272) of the
respondents use popular brands of beauty soaps, followed by users of premium brands of beauty soaps
39% (182) and economy brands of beauty soaps are preferred by less number of respondents 2.8% (13)
in Hyderabad.
In sum it may be said that monthly income has no influence on the brands of beauty soaps purchased as
most of the respondents 272 out of 467 use popular brands. This finds a support from ‘p’ value (.299) at
95% level of significance for 4df.
Table: 4.4.1(b)
Monthly Income and Beauty Soap: Mumbai
Beauty Soap Brand Total
Monthly IncomePopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
< or = 20,000 18.1% (81) 7.6% (34) 3.4% (15) 29.1% (130)
21,000 - 40,000 31.3% (140) 20.1% (90) 3.1% (14) 54.6% (244)
> 41,000 8.1% (36) 8.1% (36) 0.2% (1) 16.3% (73)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination of table 4.4.1(b) exhibits that the largest 31.3% (140) belong to income group of
Rs.21,000 - Rs.40,000; use popular brands of soaps, followed by income group of Rs.21,000 - Rs.40,000;
second largest users 20.1% (90) of premium brands of soaps. However, it is also found that 1
respondents uses economy brands of beauty soaps from the income group of above Rs.41,000 in
Mumbai. To conclude it may be said that 57.5% (257) of the respondents use popular brands of beauty
soaps, followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of beauty
soaps 6.7% (30) in Mumbai.
In total even though it is found that monthly income has no influence on the brands of beauty soaps as
most of the respondents 257 out of 447 use popular brands, however, This finding is not supported by ‘p’
value (.002) at 95% level of significance for 4 df. Hence, it is said that there is a significant influence of
monthly income on the brands of beauty soaps purchase in Mumbai.
On a comparative note the analysis of table 4.4.1(a) and 4.4.1(b) indicates that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is found
that there no significant influence of monthly income on the purchase of beauty soap brands in
Hyderabad as ‘p’ value is (.299) and it is also found that there is a significant influence of monthly
income on the purchase of beauty soap brands in Mumbai as ‘p’ value is (.002).
Monthly Income and Face Wash
In this part, demographic variable monthly income and its influence on the purchase decision of face
wash is discussed. The data is analyzed to understand the relationship of purchase decision of monthly
income and its influence on purchase of face wash brands. The results are discussed from table 4.4.2(a)
to 4.4.2(b) giving the details of both the cities Hyderabad and Mumbai with respect to face wash.
Table: 4.4.2(a)
Monthly Income Influence and Face Wash: Hyderabad
Monthly Income
Face Wash Brand
TotalUpper End Face
Wash Brands
Middle End Face
Wash Brands
Lower End
Face Wash
Brands
< or = 20,000 6.5% (17) 28.4% (74) 4.2% (11) 39.1% (102)
21,000 - 40,000 5.4% (14) 31.4% (82) 11.1% (29) 47.9% (125)
> 41,000 1.9% (5) 8.8% (23) 2.3% (6) 13% (34)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
The analysis of table 4.4.2(a) exhibits that the largest users 31.4% (82) of middle end face wash brands
belong to income group of Rs.21,000 - Rs.40,000, followed by second largest users 28.4% (74) of income
group up to Rs.20,000 in Hyderabad. It is also found that 6 uses of lower end face wash brands belong to
above Rs.41,000 income group. To sum up it may be said that 68.6% (179) of the respondents use
middle end face wash brands, followed by users of lower end face wash brands 17.6% (46) and upper
end face wash brands 13.8% (36) in Hyderabad.
In conclusion it may be said that monthly income has no influence on the brands of face wash as most of
the respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.161)
at 95% level of significance for 4 df,
Table: 4.4.2(b)
Monthly Income Influence and Face Wash: Mumbai
Face Wash Brand
Monthly Income
Upper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Total
< or = 20,000 10.2% (36) 23.3% (82) 2.3% (8) 35.8% (126)
21,000 - 40,000 8% (28) 34.4% (121) 4.3% (15) 46.6% (164)
> 41,000 1.1% (4) 14.5% (51) 2% (7) 17.6% (62)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
An understanding of table 4.4.2(a) demonstrates that major users 34.4% (121) of middle end face wash
brands, belong to income group of Rs.21,000 - Rs.40,000, followed by second major users 23.3% (82%)
of income group up to Rs,21.000 in Mumbai. It is also found that from among the income group of above
Rs.41,000 7 use lower end face wash brands and 4 use upper end face wash brands. In conclusion it
may be said that 72.2% (254) of the respondents use middle end face wash brands, followed by users of
upper end face wash brands 19.3% (68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between monthly income and brands of
face wash purchase as majority of users 254 out of 352 use middle end face wash brands. However, ‘p’
value (.006) at 95% level of significance for 4 df, indicates that there is significant association between
monthly income and purchase of categories of different face wash brands in Mumbai.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are mainly
used in Hyderabad 68.6% and 72.2% in Mumbai. Further, the analysis shows that monthly income
has no influence on the purchase decision of face wash in Hyderabad as ‘p’ value (.161) where as
monthly income influences purchase decision of face wash brands in Mumbai as ‘p’ value is
(.006).
Monthly Income and Fairness Cream
In this part the demographic variable monthly income and its influence on the purchase decision of
fairness cream is presented below.
Table: 4.4.3(a)
Monthly Income Influence and Fairness Cream: Hyderabad
Fairness Cream Brand
Monthly Income
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Total
< or = 20,000 2.4% (8) 30.3% (103) 7.9% (27) 40.6% (138)
21,000 - 40,000 5% (17) 34.1% (116) 8.8% (30) 47.9% (163)
> 41,000 2.4% (8) 8.5% (29) 0.6% (2) 11.5% (39)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On a closer examination of table 4.4.3(a) it is found that the largest user 34.1% (116) of middle end
fairness creams belong to income group of Rs.21,000 - Rs.40,000, followed by the second largest users
30.3% (103) up to Rs.20,000 income group in Hyderabad. It is also found that 2 of income group above
Rs.41,000 use lower end fairness creams. To sum up it may be said that 72.9% (248) of the respondents
use middle end fairness creams brands, followed by users of lower end fairness creams brands 17.4%
(59) and upper end fairness cream brands 9.7% (33) in Hyderabad.
In total it may be said that there is no association of monthly income and purchase of fairness creams as
a large users 248 out of 340 use middle end fairness creams. However the ‘p’ value (.027) at 95% level of
significance for 4 df reveals that there is a significant association of monthly income and purchase
decision of fairness creams.
Table: 4.4.3(b)
Monthly Income Influence and Fairness Cream: Mumbai
Fairness Cream Brand
Monthly Income
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Total
< or = 20,000 3.7% (9) 27.6% (68) 4.1% (10) 35.4% (87)
21,000 - 40,000 12.6% (31) 30.9% (76) 8.1% (20) 51.6% (127)
> 41,000 2.4% (6) 9.3% (23) 1.2% (3) 13% (32)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
It is observed from analysis of table 4.4.3(b) that the majority 30.9% (76) user belong to income group of
Rs.21,000 - Rs.40,000; use middle end fairness creams, followed by 27.6% (68) of income group up to
Rs.21,000 in Mumbai. It is also found that 3 users of lower end fairness cream brands belong to income
group above Rs.41,000. In conclusion it may be said that 67.9% (167) of the respondents use middle end
fairness cream brands, followed by users of upper end fairness creams brands 18.7% (46) and lower end
face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
monthly income as major users 167 out of 246 use middle end fairness creams. This finds support in ‘p’
value (.055) at 95% level of significance for 4 df.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%, however with a thin line of difference in the number of users. Further, it is
found that there is significant influence of monthly income on the purchase decision of fairness
creams in Hyderabad as ‘p’ value is (.001), where as it is found that there is no significant
influence of monthly income on the purchase decision of fairness creams in Mumbai as ‘p’ value
is (.055).
Monthly Income and Shampoo
In this part the demographic variable monthly income and its influence on the purchase decision of
shampoo is presented with reference to Hyderabad and Mumbai cities.
Table: 4.4.4(a)
Monthly Income Influence and Shampoo: Hyderabad
Monthly Income
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
< or = 20,000 4.3% (20) 28.3% (132) 4.3% (20) 36.8% (172)
21,000 - 40,000 9.2% (43) 33.4%(156) 6%(28) 48.6% (227)
> 41,000 2.4% (11) 9.2% (43) 4% (14) 14.6% (68)
Total 15.8%(74) 70.9%(331) 13.3% (62) 100% (467)
Source: Primary Data
An analysis of table 4.4.4(a) indicates that the largest 33.4% (156) use popular brands of shampoo;
belong to Rs.21,000 – Rs.40,000 income group, followed by second largest users 28.3% (132); belong to
up to Rs.20,000 in Hyderabad. However, it is found that 14 of the income group with more than Rs.41,000
use economy brands of shampoo. To conclude it may be said that 70.9% (331) of the respondents use
popular brands of shampoos, followed by users of premium brands of shampoos 15.8% (74) and
economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that monthly income has no influence on purchase decision of shampoo as large
user 331 out of 467 use popular brands. The same is finding support from ‘p’ value (.088) at 95% level of
significance for 4 df.
Table: 4.4.4(c)
Monthly Income Influence and Shampoo: Mumbai
Monthly Income
Shampoo Brand
TotalPremium Brands
of Shampoos
Popular Brands of
Shampoos
Economy
Brands of
Shampoos
< or = 20,000 6.9% (31) 18.1% (81) 4% (18) 29.1% (130)
21,000 - 40,000 16.1% (72) 35.1% (157) 3.4% (15) 54.6% (244)
> 41,000 4.5% (20) 11% (49) 0.9% (4) 16.3% (73)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
While examining table 4.4.4(b) it is found that popular brands of shampoos are used majorly 35.1% (157)
by income group of Rs.21,000 – Rs.40,000, followed by the second larger users 18.1% (81) of up to
Rs.20,000 income group in Mumbai. However, it is found that only 4 respondents use the economy
brands of shampoos with income group more than Rs.41,000. To conclude it may be said that 64.2%
(287) of the respondents use popular brands of shampoos, followed by users of premium brands of
shampoos 27.5% (123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that monthly income has no influence on the brands of shampoos as 287 out of 447 use
popular brands. This finds a support from ‘p’ value (.090) at 95% level of significance for 4 df.
On a comparative note it is found that popular brands of shampoos are used in Hyderabad 70.9% and in
Mumbai 64.2% but with a slight of difference in number of users. Further, it is found that there is no
influence of monthly income on the purchase decision of different categories of shampoo brands
in Hyderabad as ‘p’ value is (.088) and in Mumbai as ‘p’ value is (.090).
Monthly Income and Henna
In this part the demographic variable Monthly Income and its influence on the purchase decision of henna
is presented below.
Table: 4.4.5(a)
Monthly Income Influence and Henna: Hyderabad
Henna Brand Total
Monthly Income
Popular
Brands of
Henna
Economy
Brands of
Henna
< or = 20,000 39.2% (74) 5.8% (11) 45% (85)
21,000 - 40,000 31.7% (60) 10.6% (20) 42.3% (80)
> 41,000 9% (17) 3.7% (7) 12.7% (24)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
An analysis table 4.4.5(a) indicates that the largest 39.2% (74) belong to income group up to Rs.21,000
use popular brands of henna, followed by second largest 31.7% (60) user; belong to income group of
Rs.21,000 - Rs.40,000 in Hyderabad. It is also found that 7 use economy brands of henna from income
group above Rs.41,000. To conclude it may be said that 79.9% (151) of the respondents use popular
brands of henna, and followed by users of economy of henna 20.1% (38).
Finally, it may be said that there is no relationship of monthly income and purchase decision of henna as
151 out of 189 use popular brands. This finds a support from ‘p’ value (.077) at 95% level of significance
for 2 df.
Table: 4.4.5(c)
Monthly Income Influence and Henna: Mumbai
Monthly Income
Henna Brand
TotalPopular Brands of
Henna
Economy
Brands of
Henna
< or = 20,000 20.3% (13) 10.9% (7) 31.3% (20)
21,000 - 40,000 14.1% (9) 42.2% (27) 56.3% (36)
> 41,000 1.6% (1) 10.9% (7) 12.5% (8)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close examination of table 4.4.5(b) reveals that economy brands of henna are used majorly 42.2% (27)
by income group of Rs.21,000 - Rs.40,000, the second major users 20.3% (13) of popular brands of
henna belong to income group up to Rs.21,000 in Mumbai. Finally, it may be said that 64.1% (417) of the
respondents use economy brands of henna, followed by users of popular brands of henna 35.9% (23) in
Mumbai.
In sum it may be said that purchase decision of henna brands is independent of monthly income as 41
out of 64 use economy brands. However, this is not supported by ‘p’ value (.004) at 95% level of
significance for 2 df, hence; it is found that purchase decision of henna brands is dependent on monthly
income.
When made comparison between analysis of Hyderabad and Mumbai it is found that popular brands of
henna are used mostly 39.2% in Hyderabad and where as in Mumbai economy brands of henna 42.2%
are mostly used. Further, it is found that there is a significant influence of monthly income on
purchase decision of different categories of henna brands in Hyderabad as ‘p’ value is (.006) and
in Mumbai as ‘p’ value is (.029).
Monthly Income and Hair Oil
In this part the demographic variable Monthly Income and its influence on the purchase decision of hair oil
is discussed.
Table: 4.4.6(a)
Monthly Income Influence and Hair Oil: Hyderabad
Hair Oil Brand Total
Monthly IncomePremium Brands
of Hair Oil
Popular Brands
of Hair Oil
Economy
Brands of
Hair Oil
< or = 20,000 0.7% (3) 34.1% (156) 2.2% (10) 36.9% (169)
21,000 - 40,000 2.6% (12) 39.1% (179) 6.8% (31) 48.5% (222)
> 41,000 0.9% (4) 12.2% (56) 1.5% (7) 14.6% (67)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
The analysis of table 4.4.6(a) exhibits that the popular brands of hair oil are largely used 39.1% (179) by
income group of Rs.21,000 - Rs.40,000 and followed second largest users 34.1% (156) of popular brands
of hair oil; belong to income group up to Rs.21,000 in Hyderabad. To sum up it may be said that 85.4%
(391) of the respondents use popular brands of hair oil, followed by users of economy brands of hair oil
10.5% (48) and 4.1% (19) use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association of purchase decision of hair oil and monthly income as
85.4% use popular brands. However, the ‘p’ value (.025) at 95% level of significance for 4 df indicates
that there is a significant association of monthly income and purchase decision of hair oil.
Table: 4.4.6(c)
Monthly Income Influence and Hair Oil: Mumbai
Hair Oil Brand
Monthly Income
Premium
Brands of Hair
Oil
Popular Brands of
Hair Oil
Economy
Brands of
Hair Oil
Total
< or = 20,000 0.9% (4) 24.9% (110) 2.7% (12) 28.5% (126)
21,000 - 40,000 3.4% (15) 51.1% (226) 0.7% (3) 55.2% (244)
> 41,000 2.7% (12) 13.6% (60) 0 16.3% (72)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
A close examination of table 4.4.6(b) indicates that the major users 51.1% (226) of popular brands of hair
oil belong to income group of Rs.21,000 - Rs.40,000, followed by second major users 24.9% (110) of
income group up to Rs.21,000 in Mumbai. Contrastingly, it is found that none of income group above
Rs.41,000 use economy brands of hair oil. To conclude it may be said that 89.6% (396) of the
respondents use popular brands of hair oil, followed by 7% (31) use premium brands and 3.4% use
economy brands in Mumbai.
In total it may be said that monthly income is not influencing the purchase decision of hair oil as 396 out of
442 use popular brands. However, this is not supported by ‘p’ value (.000) at 95% level of significance for
4 df, hence; it is found that monthly income influences the purchase decision of hair oil.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that monthly income influences purchase decision of different categories of hair oil brands in
Hyderabad as ‘p’ value is (.025) and in Mumbai also as ‘p’ value is (.000).
Monthly Income and kajal
In this part the demographic variable monthly income and its influence on the purchase decision of kajal is
discussed.
Table: 4.4.7(b)
Monthly Income Influence and Kajal: Hyderabad
Kajal Brand Total
Monthly Income
Popular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
< or = 20,000 5.5% (15) 28.1% (77) 2.2% (6) 35.8% (98)
21,000 - 40,000 17.5% (48) 31.4% (86) 2.2% (6) 51.1% (140)
> 41,000 5.5% (15) 7.3% (20) 0.4% (1) 13.1% (36)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
On examining table 4.1.7(a) it is revealed that the largest 31.4% (86) of the respondents use premium
brands of kajal of income group of Rs.21,000 – Rs.40,000 and followed by second major users 28.1%
(77) of income group up to Rs.21,000 in Hyderabad. Interestingly, it is found that 1 respondent use
economy brands of kajal in the income group of above Rs.40,000. To sum up it may be said that 66.8%
(183) of the respondents use premium brands of kajal brands, followed by 38.5% (78) use popular brands
and 4.7% (13) use economy brands.
To conclude it may be said that there is no association of age and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. This finds a support in ‘p’ value (.008)
at 95% level of significance for 4 df.
Table: 4.4.7(c)
Monthly Income Influence and Kajal: Mumbai
Monthly Income
Kajal Brand
TotalPopular Brands
of Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
< or = 20,000 15.6% (38) 1.6% (4) 9.4% (23) 26.6% (65)
21,000 - 40,000 36.5% (89) 11.5% (28) 9.8% (24) 57.8% (141)
> 41,000 11.5% (28) 1.6% (4) 2.5% (6) 15.6% (38)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On analyzing the table 4.4.7(b) it is found that major users 36.5%(89) of popular brands of kajal belong to
income group of Rs.21,000 - Rs.40,000 and followed by second major users 15.6% (38) belong to income
group t pot Rs.20,000 in Mumbai. In sum it may be said that 63.5% (155) of the respondents use popular
brands of kajal, followed by 21.7% use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that monthly income is not influencing the purchase decision of kajal brands as
155 out of 244 use popular brands. However, from ‘p’ value (.005) at 95% level of significance for 4 df, it
is found that monthly income influences purchase decision of kajal brands in Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of
kajal. Further, it is found that there is a significant influence of monthly income on the purchase decision
of different categories of kajal brands in Hyderabad as ‘p’ value is (.008) as well as Mumbai as ‘p’ value is
(.005).
Monthly Income and Eye Liner
In this part the demographic variable Monthly Income and its influence on the purchase decision of eye
liner is presented below.
Table: 4.4.8(a)
Monthly Income Influence and Eye Liner: Hyderabad
Eye Liner Brand
Monthly IncomePremium Brands
of Eye Liners
Popular Brands
of Eye LinersTotal
< or = 20,000 6% (12) 39.5% (79) 45.5% (91)
21,000 - 40,000 7.5% (15) 36% (72) 43.5% (87)
> 41,000 2.5% (5) 8.5% (17) 11% (22)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 4.4.8(a) demonstrates that the largest 39.5% (79) belong to income group of up
to Rs.21,000; use popular brands of eye liner and followed by second largest 36% (72) of income group
Rs.21,000 - Rs.40,000 in Hyderabad. To sum up it may be said that 84% (168) of the respondents use
popular brands of eye liners and followed by 16% (32) user of premium brands in Hyderabad.
In conclusion it may be said that monthly income has no influence on purchase decision of eye liner
brands as 168 out of 200 use popular brands. This also finds a support in ‘p’ value (.502) at 95% level of
significance for 2 df.
Table: 4.4.8(c)
Monthly Income Influence and Eye Liner: Mumbai
Eye Liner Brand Total
Monthly IncomePremium Brands
of Eye Liners
Popular Brands
of Eye Liners
< or = 20,000 2.9% (7) 24% (58) 26.9% (65)
21,000 - 40,000 7% (17) 49.2% (119) 56.2% (136)
> 41,000 0 16.9% (41) 16.9% (41)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
On analyzing the table 4.4.8(b) it is found that majority of users of popular brands of eye liners; belong to
income group of Rs.21,000 - Rs.40,000, followed by second largest users 24% (58) of income group up to
Rs.21,000 in Mumbai. Interestingly, neither none of income group above Rs.41,000 use premium brands
of eye liners. In conclusion it may be said that 90.1% (218) of the respondents use popular brands of eye
liners, followed by 9.9% (24) using premium brands in Mumbai.
To sum up it may be said that there is no association of monthly income and purchase decision of eye
liner brands as 218 out of 242 use popular brands. This finds a support in ‘p’ value (.061) at 95% level of
significance for 2 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
found that there is no association of monthly income on the purchase decision of different
categories of eye liner brands in Hyderabad as ‘p’ value is (.205), as well as in Mumbai as ‘p’ value
is (.009).
Monthly Income and Nail Paint
In this part the demographic variable Monthly Income and its influence on the purchase decision of nail
paint is presented below.
Table: 4.4.9(a)
Monthly Income Influence and Nail Paint Hyderabad
Nail Paint Brand Total
Monthly IncomeUpper End Brands
of Nail Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
< or = 20,000 6.1% (19) 11.9% (37) 19.9% (62) 37.9% (118)
21,000 - 40,000 7.4% (23) 19.9% (62) 19.9% (62) 47.3% (147)
> 41,000 4.5% (14) 8% (25) 2.3% (7) 14.8% (46)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
A close examination of table 4.4.9(a) indicates that lower end brands of nail paint and middle end brands
of nail paint are equally used 19.9% (62) by income groups of upto Rs.21,000 and Rs.21,000 – Rs.40,000
in Hyderabad. It is also found that middle end 39.9% (124) brands of nail paints are equally preferred as
lower end by 42.1% (131) respondents. To sum it is said that 42.1% (131) use lower end brands of nail
paint and 18% (56%) use upper end brands of nail paints in Hyderabad.
While concluding it may be said that there is no influence of monthly income on purchase decision of nail
paint as 131 out of 311 use lower end brands of nail paints. However, ‘p’ value (.000) at 95% level of
significance for 4 df reveals that there is a significant influence of monthly income on purchase decision of
nail paint.
Table: 4.4.9(b)
Monthly Income Influence and Nail Polish: Mumbai
Nail Paint Brand Total
Monthly Income
Upper End
Brands of
Nail Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of Nail
Paint
< or = 20,000 2.2% (8) 18.6% (69) 8.4% (31) 29.1% (108)
21,000 - 40,000 10.8% (40) 36.7% (136) 7.8% (29) 55.3% (205)
> 41,000 1.9% (7) 12.4% (46) 1.3% (5) 15.6% (58)
Total 14.8% (55) 67.7% (251) 17.5% (65) 100% (371)
Source: Primary Data
On analyzing table 4.4.9(b) it is found that the largest 36.7% (136) use middle end brands of nail paints;
belong to income group of Rs.21,000 - Rs.40,000, followed by second largest users 18.6% (69) of income
group up to Rs.21,000 in Mumbai. In conclusion it may be said that 67.7% (251) of the respondents use
middle end brands of nail paints, followed by 17.4%(65) use lower end and 14.8% (55) upper end brands
of nail paint in Mumbai.
It may be said that there is no association of monthly income and the purchase decision of nail paint as
251 out of 371 use middle end brands. However, the ‘p’ value (.000) at 95% level of significance for 4 df
indicates that there is a significant association of monthly income and purchase decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
found that there is no significant association of monthly income and purchase decision of
different categories of nail paint brands in Hyderabad as the ‘p’ value is (.065) and where as in
Mumbai it is found that there is a significant association of monthly income and purchase
decision of different categories of nail paint brands as well as Mumbai as ‘p’ value is (.000).
Age and Personal Care Products
In order to understand the association between social factors and purchase decision relating to personal
care products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ demographic factors and Social factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ age’,
Ho: ‘Purchase decision of face wash is independent of customers’ age’,
Ho: ‘Purchase decision of fairness creams is independent of customers’ age’,
Ho: ‘Purchase decision of shampoo is independent of customers’ age’,
Ho: ‘Purchase decision of henna is independent of customers’ age’,
Ho: ‘Purchase decision of hair oil is independent of customers’ age’,
Ho: ‘Purchase decision of kajal is independent of customers’ age’,
Ho: ‘Purchase decision of eye liner is dependent on customers’ age’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ age’. The details analysis of the same is
presented below.
Table: 4.4.10(a)
Age and Personal Care Products: Hyderabad and Mumbai
Product
Categories Hypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soap is independent of
customers’ ageAccepted Rejected
H1: Purchase decision of beauty soap personal care
products is dependent on customers’ age
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ ageRejected Rejected
H1: Purchase decision of face wash is dependent on
customers’ age
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ ageAccepted Rejected
H1: Purchase decision of fairness creams is dependent
on customers’ age
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ ageAccepted Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ age
Henna
Ho: Purchase decision of henna is independent of
customers’ ageRejected Rejected
H1: Purchase decision of henna is dependent on
customers’ age
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ ageRejected Rejected
H1: Purchase decision of hair oil is dependent on
customers’ age
Kajal
Ho: Purchase decision of kajal is independent of
customers’ ageAccepted Accepted
H1: Purchase decision of kajal is dependent on
customers’ age
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ ageAccepted Accepted
H1: Purchase decision of eye liner is dependent on
customers’ age
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ ageRejected Rejected
H1: Purchase decision of nail paint is dependent on
customers’ age
Source: Primary Data
A close analysis of table 4.4.10(a) reveals influence of age on purchase of personal care products in
Hyderabad and Mumbai.
Age has no significant influence on purchase decision of categories of beauty soaps and fairness cream,
shampoo, kajal and eye liner brands in Hyderabad. Therefore, the null hypothesis is accepted since the
purchase decision of personal care products is not dependent on age. In other words age doesn’t play an
important role in influencing the purchase of categories of personal care products i.e., beauty soaps and
fairness cream, shampoo, kajal and eye liner in Hyderabad. It is also found that there is significant
influence of age on purchase of different categories of face wash, henna, hair oil and nail paint brands in
Hyderabad. Therefore, the null hypothesis is not accepted since the purchase decision of personal care
products is dependent on Age. In other words age plays an important role in influencing the purchase of
categories of personal care products i.e., face wash, henna, hair oil and nail paint in Hyderabad.
Age has no significant influence on purchase decision of different categories of shampoo, kajal and eye
liner brands in Mumbai. Therefore, the null hypothesis is accepted since the purchase decision of
personal care products is dependent on age. In other words age doesn’t play an important role in
influencing the purchase of categories of personal care products i.e., shampoo, kajal and eye liner. It is
also found that there is significant influence of age on purchase of categories of beauty soaps, face wash,
fairness creams, henna, hair oil and nail paint brands in Mumbai. Therefore, the null hypothesis is not
accepted since the purchase decision of personal care products is not dependent on Age. In other words
age plays an important role in influencing the purchase of categories of personal care products i.e.,
beauty soaps, face wash, fairness creams, henna, hair oil and nail paint in Mumbai.
Education and Personal Care Products
In order to understand the association between social factors and purchase decision relating to personal
care products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ demographic factors and Social factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ education’,
Ho: ‘Purchase decision of face wash is independent of customers’ education’,
Ho: ‘Purchase decision of fairness creams is independent of customers’ education’,
Ho: ‘Purchase decision of shampoo is independent of customers’ education’,
Ho: ‘Purchase decision of henna is independent of customers’ education’,
Ho: ‘Purchase decision of hair oil is independent of customers’ education’,
Ho: ‘Purchase decision of kajal is independent of customers’ education’,
Ho: ‘Purchase decision of eye liner is dependent on customers’ education’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ education’. The details analysis of the
same is presented below.
Table: 4.4.10(b)
Education and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soaps is independent
of customers’ educationRejected Rejected
H1: Purchase decision of beauty soaps personal care
products is dependent on customers’ education
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ educationRejected Rejected
H1: Purchase decision of face wash is dependent on
customers’ education
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ educationAccepted Rejected
H1: Purchase decision of fairness creams is dependent
on customers’ education
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ educationAccepted Rejected
H1: Ho: Purchase decision of shampoo is dependent
on customers’ education
Henna
Ho: Purchase decision of henna is independent of
customers’ educationAccepted Rejected
H1: Purchase decision of henna is dependent on
customers’ education
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ educationAccepted Rejected
H1: Purchase decision of hair oil is dependent on
customers’ education
Kajal
Ho: Purchase decision of kajal is independent of
customers’ educationRejected Rejected
H1: Purchase decision of kajal is dependent on
customers’ education
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ educationAccepted Accepted
H1: Purchase decision of eye liner is dependent on
customers’ education
Nail Paint Ho: Purchase decision of nail paint is independent of Rejected Rejected
customers’ education
H1: Purchase decision of nail paint is dependent on
customers’ education
Source: Primary Data
A close analysis of table 4.4.10(b) reveals influence of education on purchase of personal care products
in Hyderabad and Mumbai.
Education has no significant influence on purchase decision of different categories of fairness cream,
shampoo, henna, hair oil and eye liner brands in Hyderabad. Therefore, the null hypothesis is accepted
since the purchase decision of personal care products is not dependent on education. In other words
educational qualification is not influencing the purchase decision of fairness cream, shampoo, henna, hair
oil and eye liner. It is also found that there is significant influence of education on the purchase of
categories of beauty soaps, face wash, kajal and nail paint brands in Hyderabad. Therefore, the null
hypothesis is not accepted since the purchase decision of personal care products is dependent on
education. In other words educational qualification is influencing the purchase decision of beauty soaps,
face wash, kajal and nail paint.
Further, it is found that there is no significant influence of education on purchase of eye liner brands in
Mumbai. Therefore, the null hypothesis is no accepted since the purchase decision of personal care
products is no dependent on Education. In other words educational qualification is not influencing the
purchase of categories of eye liner in Mumbai. It is also found that there is a significant association of
education and the purchase of categories of beauty soaps, face wash, fairness creams, shampoo, henna,
hair oil, kajal and nail paint brands in Mumbai. Therefore, the null hypothesis is accepted since the
purchase decision of personal care products is dependent on Education. In other words educational
qualification is influencing the purchase of categories of beauty soaps, face wash, fairness creams,
shampoo, henna, hair oil, kajal and nail paint in Mumbai.
Occupation and Personal Care Products
In order to understand the association between social factors and purchase decision relating to personal
care products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ demographic factors and Social factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ occupation’,
Ho: ‘Purchase decision of face wash is independent of customers’ occupation’,
Ho: ‘Purchase decision of fairness creams is independent of customers’ occupation’,
Ho: ‘Purchase decision of shampoo is independent of customers’ occupation’,
Ho: ‘Purchase decision of henna is independent of customers’ occupation’,
Ho: ‘Purchase decision of hair oil is independent of customers’ occupation’,
Ho: ‘Purchase decision of kajal is independent of customers’ occupation’,
Ho: ‘Purchase decision of eye liner is dependent on customers’ occupation’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ occupation’. The details analysis of the
same is presented below.
Table: 4.4.10(c)
Occupation and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of is independent of customers’
occupationRejected Rejected
H1: Purchase decision of personal care products is
dependent on customers’ occupation
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ occupationAccepted Rejected
H1: Purchase decision of face wash is dependent on
customers’ occupation
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ occupationRejected Rejected
H1: Purchase decision of fairness creams is dependent
on customers’ occupation
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ occupationRejected Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ occupation
Henna
Ho: Purchase decision of henna is independent of
customers’ occupationRejected Rejected
H1: Purchase decision of henna is dependent on
customers’ occupation
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ occupationRejected Rejected
H1: Purchase decision of hair oil is dependent on
customers’ occupation
Kajal
Ho: Purchase decision of kajal is independent of
customers’ occupationRejected Rejected
H1: Purchase decision of kajal is dependent on
customers’ occupation
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ occupationAccepted Rejected
H1: Purchase decision of eye liner is dependent on
customers’ occupation
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ occupationAccepted Accepted
H1: Purchase decision of nail paint is dependent on
customers’ occupation
Source: Primary Data
A close analysis of table 4.4.10(c) reveals influence of occupation on purchase of personal care products
in Hyderabad and Mumbai.
It is observed that there is a significant influence of occupation on purchase decision of categories of
beauty soaps fairness creams, shampoos, henna, hair oil and kajal brands in Hyderabad. Therefore, the
null hypothesis is not accepted since the purchase decision of personal care products is dependent on
Occupation. In other words occupation is influencing the purchase decision of personal care products like
beauty soaps fairness creams, shampoos, henna, hair oil and kajal. It is also found that there is no
significant influence of occupation in the purchase of categories of face wash, eye liner and nail paint in
Hyderabad. Therefore, the null hypothesis is accepted since the purchase decision of personal care
products is not dependent on occupation. In other words occupation have no influence in the purchase of
categories of personal care products i.e., face wash, eye liner and nail paint of Hyderabad.
Further, it is found that there is no significant influence of occupation on the purchase of shampoo and
nail paint brands in Mumbai. Therefore, the null hypothesis is accepted since the purchase decision of
personal care products is not dependent on occupation. In other words occupation doesn’t s play an
important role in influencing the purchase of categories of personal care products i.e., shampoo and nail
paint in Mumbai. It is also found that there is significant influence of occupation on the purchase of
categories of beauty soaps, face wash, fairness creams, henna, hair oil, kajal and eye liner brands in
Mumbai. Therefore, the null hypothesis is not accepted since the purchase decision of personal care
products is dependent on occupation. In other words occupation have influence in the purchase of
categories of personal care products beauty soaps, face wash, fairness creams, henna, hair oil, kajal and
eye liner Mumbai.
Monthly Income and Personal Care Products
In order to understand the association between social factors and purchase decision relating to personal
care products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ demographic factors and Social factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ monthly income’,
Ho: ‘Purchase decision of face wash is independent of customers’ monthly income’,
Ho: ‘Purchase decision of fairness creams is independent of customers’ monthly income’,
Ho: ‘Purchase decision of shampoo is independent of customers’ monthly income’,
Ho: ‘Purchase decision of henna is independent of customers’ monthly income’,
Ho: ‘Purchase decision of hair oil is independent of customers’ monthly income’,
Ho: ‘Purchase decision of kajal is independent of customers’ monthly income’,
Ho: ‘Purchase decision of eye liner is dependent on customers’ monthly income’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ monthly income’. The details analysis of
the same is presented below.
Table: 4.4.10(d)
Monthly Income and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soap is
independent of customers’ Monthly
incomeAccepted Rejected
H1: Purchase decision of beauty soap is
dependent on customers’ Monthly
income
Face Wash Ho: Ho: Purchase decision of face wash
is independent of customers’ monthly
income
Accepted Rejected
H1: Purchase decision of face wash is
dependent on customers’ monthly
income
Fairness
Creams
Ho: Ho: Purchase decision of fairness
creams is independent of customers’
monthly incomeRejected Accepted
H1: Purchase decision of fairness creams
is dependent on customers’ monthly
income
Shampoo
Ho: Ho: Purchase decision of shampoo is
independent of customers’ monthly
incomeAccepted Accepted
H1: Ho: Purchase decision of shampoo is
dependent on customers’ monthly
income
Henna
Ho: Purchase decision of henna is
independent of customers’ monthly
incomeAccepted Rejected
H1: Purchase decision of henna is
dependent on customers’ monthly
income
Hair oil
Ho: Purchase decision of hair oil is
independent of customers’ monthly
incomeRejected Rejected
H1: Purchase decision of hair oil is
dependent on customers’ monthly
income
Kajal
Ho: Purchase decision of kajal is
independent of customers’ monthly
incomeRejected Rejected
H1: Purchase decision of kajal is
dependent on customers’ monthly
income
Eye Liner Ho: Purchase decision of eye liner is
independent of customers’ monthly
income
Accepted Accepted
H1: Purchase decision of eye liner is
dependent on customers’ monthly
income
Nail Paint
Ho: Purchase decision of nail paint is
independent of customers’ monthly
incomeRejected Rejected
H1: Purchase decision of nail paint is
dependent on customers’ monthly
income
Source: Primary Data
A close analysis of table 4.4.10(d) reveals influence of monthly income on purchase of personal care
products in Hyderabad and Mumbai.
Monthly income has significant influence on purchase decision of categories of fairness creams, hair oil,
kajal and nail paint brands in Hyderabad. Therefore, the null hypothesis is not accepted since the
purchase decision of personal care products is dependent on monthly income. In other words income has
influence in the purchase of categories of personal care products i.e., fairness creams, hair oil, kajal and
nail paint in Hyderabad. Further, it is found that there is no significant influence of monthly income on the
purchase of beauty soaps, face wash, shampoo, henna and eye liner brands in Hyderabad. Therefore,
the null hypothesis is accepted since the purchase decision of personal care products is not dependent
on monthly income. In other words monthly income doesn’t play an important role in influencing the
purchase of categories of personal care products i.e., beauty soaps, face wash, shampoo, henna and eye
liner in Hyderabad.
it is found that there is significant influence of monthly income on purchase decision of different categories
of beauty soaps, face wash, henna, hair oil, kajal and nail paint brands in Mumbai. Therefore, the null
hypothesis is not accepted since the purchase decision of personal care products is dependent on
monthly income. In other words income influences in the purchase of categories of personal care
products i.e., beauty soaps face wash, henna, hair oil, kajal and nail paint in Mumbai. Further it is found
that there is no significant influence of monthly income in the purchase of fairness creams, shampoo and
eye liner brands in Mumbai. Therefore, the null hypothesis is accepted since the purchase decision of
personal care products is not dependent on monthly income. In other words monthly income doesn’t play
an important role in influencing the purchase of categories of personal care products i.e., fairness creams,
shampoo, and eye liner in Mumbai.
Social Factors: Personal Care Products
Almost all consumer behavior takes place within a group setting. In addition, groups serve as one of the
primary agents of consumer socialization and learning and can be influential enough to induce not only
socially acceptable consumer behaviors but also socially unacceptable and even personally destructive
behaviours. For example, group influences sometimes, affect excessive consumption of alcohol, use of
harmful and addictive drugs and stealing etc.
Sources of influence on consumer behavior can be described as marketer dominated or non-marketer
dominated and as delivered by mass media or personally.
A group is defined as two or more individuals who share a set of norms, values or beliefs and have
certain implicitly or explicitly defined relationships with one another such that their behaviors are
interdependent. A reference group on the other hand is one who’s presumed perspectives or values are
being used by an individual as the basis of her/her current behavior. Thus, individuals use reference
group simply as a guide for behavior in a specific situation.
Information and pressures exert strong influence on purchase decisions if the information source is
credible or the source can communicate information widely. Group influence is also powerful when
individuals within groups frequently interact with each other and have many opportunities to communicate
information and perspectives. Some individuals in groups are sometimes very influential because their
power or expertise makes others want to follow their advice.
Social Factors and Beauty Soap
The details of social factors like friends, family, neighbors and colleagues and their influence on purchase
decision of beauty soap is presented in the analysis below.
Table: 4.5.1
Social Factors and Beauty Soap: Hyderabad
Social Factors
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium Brands
of Soaps
Economy
Brands of
Soaps
Friends 13.3% (62) 12% (56) 0.4% (2) 25.7% (120)
Family 42.4% (198) 24% (112) 1.5%(7) 67.9% (317)
Neighbors 1.5% (7) 0.6% (3) 0.4% (2) 2.6% (12)
Colleagues 1.1% (5) 2.4% (11) 0.4% (2) 3.9% (18)
Total 58.2% (272) 39.0% (182) 2.8% (13) 100% (467)
Source: Primary Data
It is observed from analysis of table 4.5.1 that the major social influencer is family 42.9% (198); for those
use popular brands of soaps and as well as those who use 24% (112) premium brands of soaps. In
conclusion it may be said that 58.2% (272) of the respondents use popular brands of beauty soaps,
followed by users of premium brands of beauty soaps 39% (182) and economy brands of beauty soaps
are preferred by less number of respondents 2.8% (13) in Hyderabad.
In sum it may be said that social factors has no influence on the brands of beauty soaps purchased as
most of the respondents 272 out of 467 use popular brands. However, the ‘p’ value (.000) at 95% level of
significance for 6 df indicates that occupation influence the purchase decision of beauty soaps.
(In the chi-square test, for a 95 percent confidence level, if the significance level is greater than or equal
to .05, it signifies that there is no association between the two variables and the if significance level is less
than .05, then it signifies that there is a significant relationship between the two variables.)
Table: 4.5.2
Social Factors and Beauty Soap: Mumbai
Beauty
Soap Social
Beauty Soap Brand
TotalPopular Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Friends 15.2% (68) 15.7% (70) 1.1% (5) 32% (143)
Family 39.1% (175) 15.7% (70) 5.6% (25) 60.4% (270)
Neighbors 1.1% (5) 0.9% (4) 0 2% (9)
Colleagues 2% (9) 3.6% (16) 0 5.6% (25)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination of table 4.5.2 exhibits that the family is the major source of social influence39.1%
(175); use the popular brands of soaps, however it is found that friends are the second major influencers
for purchase of premium brands 15.7% (70) as well as popular 15.2% (68) of soaps. Neighbors and
colleagues are not found to be influencing the purchase of economy brands of soaps in any way. To
conclude it may be said that 57.5% (257) of the respondents use popular brands of beauty soaps,
followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of beauty soaps
6.7% (30) in Mumbai.
In total even though it is found that occupation has no influence on the brands of beauty soaps as most of
the respondents 257 out of 447 use popular brands, however, This finding is not supported by ‘p’ value
(.000) at 95% level of significance for 6 df. Hence, it is said that there is a significant influence of
occupation on the brands of beauty soaps purchase in Mumbai.
When compared the analysis of Hyderabad and Mumbai it is indicated that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is found
that there is a significant influence of social factors on the purchase of beauty soap brands in
Hyderabad as ‘p’ value is (.000) and Mumbai as ‘p’ value is (.000).
Social Factors Influence and Face Wash
The details of social factors like friends, family, neighbors and colleagues and its influence on purchase
decision of face wash in Hyderabad and Mumbai is presented below.
Table: 4.6.1
Social Factors Influence and Face Wash: Hyderabad
Face Wash
Social
Face Wash Brand
TotalUpper End Face
Wash Brands
Middle End Face
Wash Brands
Lower End
Face Wash
Brands
Friends 6.9% (18) 37.5% (98) 9.6% (25) 54% (141)
Family 5.4% (14) 21.8% (57) 3.8% (10) 31% (81)
Neighbors 0.4% (1) 5.4% (14) 2.7% (7) 8.4% (22)
colleagues 1.1% (3) 3.8% (10) 1.5% (4) 6.5% (17)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
A closer analysis of table 4.6.1 exhibits that friends 37.5% are the major influencers of purchase of middle
end face wash brands, followed by family 21.8% (57) in Hyderabad. To sum up it may be said that 68.6%
(179) of the respondents use middle end face wash brands, followed by users of lower end face wash
brands 17.6% (46) and upper end face wash brands 13.8% (36) in Hyderabad.
In sum it may be said that social factors has no influence on the brands of face wash as most of the
respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.333) at
95% level of significance for 6 df,
Table: 4.6.2
Social Factors Influence and Face Wash: Mumbai
Face Wash Social
Face Wash Brand
TotalUpper End Face
Wash Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Friends 12.2% (43) 39.2% (138) 5.7% (20) 57.1% (201)
Family 3.7% (13) 20.5% (72) 2.6% (9) 26.7% (94)
Neighbors 0.9% (3) 5.1% (18) 0 6% (21)
Colleagues 2.6% (9) 7.4% (26) 0.3% (1) 10.2% (36)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
An understanding of table 4.6.2 exhibits that friends 39.2% (138)are the major influencer in purchase of
middle end face wash brands, followed by family 20.5% (72) in Mumbai. Neighbors have no influence on
the purchase decision of lower end face wash brands. In conclusion it may be said that 72.2% (254) of
the respondents use middle end face wash brands, followed by users of upper end face wash brands
19.3% (68) and lower end face wash brands 8.5% (30) in Mumbai.
It may be said that there is no relationship between social factors and brands of face wash purchase as
majority of users 254 out of 352 use middle end face wash brands. This finds a support from ‘p’ value
(.260) at 95% level of significance for 6 df.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are used by
in Hyderabad 68.6% and in Mumbai 72.2%. Further, the analysis shows that social factors has no
influence on the purchase decision of face wash in Hyderabad as ‘p’ value (.333) and Mumbai as
‘p’ value is (.260).
Social Factors Influence and Fairness Cream
The details of usage of fairness cream in cities of Hyderabad and Mumbai is given in the table 4.7.1. The
analysis of various social factors (family, friends, neighbors and colleagues) and their influence on the
purchase of fairness cream is given in the tables below.
Table: 4.7.1
Social Factors Influence and Fairness Cream: Hyderabad
Fairness Cream Brand Total
Fairness Cream
Social
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Friends 3.2% (11) 30.3% (103) 3.2% (11) 36.8% (125)
Family 4.7% (16) 29.1% (99) 9.7% (33) 43.5% (148)
Neighbors 0.6% (2) 8.2% (28) 3.8% (13) 12.6% (43)
Colleagues 1.2% (4) 5.3% (18) 0.6% (2) 7.1% (24)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On a closer examination of table 4.7.1 reveals that friends 30.3% are the major source of influence for
purchase of middle end fairness creams, followed by family 29.1% (99) in Hyderabad. To sum up it may
be said that 72.9% (248) of the respondents use middle end fairness creams brands, followed by users of
lower end fairness creams brands 17.4% (59) and upper end fairness cream brands 9.7% (33) in
Hyderabad.
In total it may be said that there is no association of social factors and purchase of fairness creams as a
large users 248 out of 340 use middle end fairness creams. However the ‘p’ value (.007) at 95% level of
significance for 6 df reveals that there is a significant association of social factors and purchase decision
of fairness creams.
Table: 4.7.2
Social Factors Influence and Fairness Cream: Mumbai
Fairness Cream Social
Fairness Cream Brand
TotalUpper End
Fairness Brands
Middle End
Fairness Brands
Lower End
Fairness
Brands
Friends 7.3% (18) 35.4% (87) 2% (5) 44.7% (110)
Family 5.7% (14) 24.8% (61) 7.7% (19) 38.2% (94)
Neighbors 0.8% (2) 4.5% (11) 0.4% (1) 5.7% (14)
Colleagues 4.9% (12) 3.3% (8) 3.3% (8) 11.4% (28)
Total 18.7% (46) 67.9% (167) 13.5% (33) 100% (246)
Source: Primary Data
It is observed from analysis of table 4.7.2 that the friends 35.4% (87) are the largest influencers in
purchase of middle end fairness creams, followed by family 24.8% (61) in Mumbai. It is also found that 1
neighbor influences the purchase decision of lower end fairness creams. In conclusion it may be said that
67.9% (167) of the respondents use middle end fairness cream brands, followed by users of upper end
fairness creams brands 18.7% (46) and lower end face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
social factors as major users 167 out of 246 use middle end fairness creams. However, ‘p’ value (.000) at
95% level of significance for 6 df, indicates that there is a significant association between social factors
and categories of different fairness cream brands purchased in Mumbai.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%. Further, it is found that there is significant influence of social factors
on the purchase decision of fairness creams in Hyderabad as ‘p’ value is (.007) and in Mumbai as
‘p’ value is (.000).
Social Factors Influence and Shampoo
The table 4.8.1 to 4.8.2 furnishes the details of usage of shampoo in Hyderabad and Mumbai cities. The
analysis of various social factors (family, friends, neighbors and colleagues) and their influence on the
purchase of shampoo is also provided below.
Table: 4.8.1
Social Factors Influence and Shampoo: Hyderabad
Shampoo Social
Shampoo Brand
TotalPremium Brands
of Shampoos
Popular Brands
of Shampoos
Economy
Brands of
Shampoos
Friends 6.2% (29) 19.5% (91) 3.4% (16) 29.1% (136)
Family 7.1% (33) 39.6% (185) 7.5% (35) 54.2% (253)
Neighbors 1.7% (8) 7.9& (37) 1.9% (9) 11.6% (54)
Colleagues 0.9% (4) 3.9% (18) 0.4% (2) 5.1% (24)
Total 15.8% (74) 70.9% (331) 13.3% (62) 100% (467)
Source: Primary Data
An analysis of table 4.8.1 indicates that the family 39.6% (185) influences the most for popular brands of
shampoo, followed by friends 19.5% (91) in Hyderabad. However, it is found that 2 colleagues influences
the purchase of lower end brands of shampoos. To conclude it may be said that 70.9% (331) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 15.8%
(74) and economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that social factors has no influence on the brands of shampoos as large user 331
out of 467 use popular brands. This finds a support from the ‘p’ value (.462) at 95% level of significance
for 6 df.
Table: 4.8.2
Social Factors Influence and Shampoo: Mumbai
Shampoo
Social
Shampoo Brand Total
Premium Brands
of Shampoos
Popular
Brands of
Economy
Brands of
Shampoos Shampoos
Friends 9.6% (43) 23% (103) 3.1% (14)35.8%
(160)
Family 13.4% (60) 32% (143) 3.6% (16) 49% (219)
Neighbors 0.4% (2) 4% (18) 0 4.5% (20)
Colleagues 4% (18) 5.1% (23) 1.6% (7) 10.7% (48)
Total 27.5% (123) 64.2% (287) 8.3% (37)100%
(447)
Source: Primary Data
While examining table 4.8.2 it is found that popular brands of shampoos are used majorly 24.8% (111) by
employees; these are Post Graduates and followed by Under Graduates, the second larger users 20.6%
(92) in Mumbai. However, it is found that only 8 respondents use the premium brands of shampoos with
occupation up tp 12th standard. To conclude it may be said that 64.2% (287) of the respondents use
popular brands of shampoos, followed by users of premium brands of shampoos 27.5% (123) and
economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that social factors has no influence on the brands of shampoos as 287 out of 447 use
popular brands. This finds a support from ‘p’ value (.055) at 95% level of significance for 6 df.
On a comparative note it is found that popular brands of shampoos are used in Hyderabad 70.9% and in
Mumbai 64.2% but with a slight of difference in users. Further, it is found that there is no influence of
social factors on the purchase decision of different categories of shampoo brands in Hyderabad
as ‘p’ value is (.462) and in Mumbai as ‘p’ value is (.055).
Social Factors Influence and Henna
Analysis of various social factors (family, friends, neighbors and colleagues) and their influence on the
purchase of henna is presented below.
Table: 4.9.1
Social Factors Influence and Henna: Hyderabad
Henna Brand Total
Henna SocialPopular Brands of
Henna
Economy Brands of
Henna
Friends 23.8% (45) 4.2% (8) 28% (53)
Family 32.8% (62) 8.5% (16) 41.3% (78)
Neighbors 15.3% (29) 5.3% (10) 20.6% (39)
Colleagues 7.9% (15) 21.% (4) 10.1% (19)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
An analysis table 4.9.1 indicates that family 32.8% (62) influence the purchase of popular brands of
henna, followed by second largest influencers friends 23.8% (45) in Hyderabad. To conclude it may be
said that 79.9% (151) of the respondents use popular brands of henna, and followed by users of economy
of henna 20.1% (38).
Finally, it may be said that there is no relationship of social factors and purchase decision of henna as
151 out of 189 use popular brands. This finds a support from ‘p’ value (.311) at 95% level of significance
for 2 df.
Table: 4.9.2
Social Factors Influence and Henna: Mumbai
Henna Social
Henna Brand
TotalPopular Brands
of Henna
Economy
Brands of
Henna
Friends 9.4% (6) 14.1% (9) 23.4% (15)
Family 25% (16) 26.6% (17) 51.6% (33)
Neighbors 1,6% (1) 15.6% (10) 17.2% (11)
Colleagues 0 7.8% (5) 7.8% (5)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close examination of table 4.9.2 reveals that family influences the purchase of economy brands of
henna, followed neighbors 15.6% (10) in Mumbai. Finally, it may be said that 64.1% (417) of the
respondents use economy brands of henna, followed by users of popular brands of henna 35.9% (23) in
Mumbai.
In sum it may be said that purchase decision of henna brands is independent of social factors as 41 out
of 64 use economy brands. This finds a support from ‘p’ value (.070) at 95% level of significance for 2 df.
When made comparison between analysis of Hyderabad and Mumbai it is found that popular brands of
henna are used in Hyderabad 79.9% and where as in Mumbai 64.1% economy brands of henna are
used. Another difference is in Hyderabad friends 23.8% are the second source of influence where as in
Mumbai neighbors 15.6% are found to be the second sources of influence. Further, it is found that
there is a significant influence of social factors on purchase decision of different categories of
henna brands in Hyderabad as ‘p’ value is (.311) and in Mumbai as ‘p’ value is (.070).
Social Factors Influence and Hair Oil
The details of usage of hair oil in Hyderabad and Mumbai are given in the tables 4.10.1 to 4.10.2. The
analysis of various social factors (family, friends, neighbors and colleagues) and their influence on the
purchase of hair oil is presented below.
Table: 4.10.1
Social Factors Influence and Hail Oil: Hyderabad
Hair oil
Social
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Friends 0.4% (2) 8.5% (39) 2.2% (10) 11.1% (51)
Family 2.6% (12) 67.7% (310) 8.1% (37) 78.4% (359)
Neighbors 0.7% (3) 6.3% (29) 0 7% (32)
Colleagues 0.4% (2) 2.8% (13) 0.2% (1) 3.5% (16)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
The analysis of table 4.10.1 exhibits that the family 67.7% (310) are the major source of social influence
in purchase of popular brands of hair oil. Interestingly, it is found that all other sources do influence but
the kind of influence of family is the maximum when compared to all others. To sum up it may be said that
85.4% (391) of the respondents use popular brands of hair oil, followed by users of economy brands of
hair oil 10.5% (48) and 4.1% use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association of purchase decision of hair oil and social factors as
85.4% use popular brands. However, the ‘p’ value (.033) at 95% level of significance for 6 df indicates
that there is a significant association of social factors and purchase decision of hair oil.
Table: 4.10.2
Social Factors Influence and Hair Oil: Mumbai
Hair Oil Brand Total
Hair oil Social
Premium
Brands of Hair
Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Friends 1.1% (5) 8.1% (36) 0.7% (3) 10% (44)
Family 5% (22) 69% (305) 2.7% (12) 76.7% (339)
Neighbors 0.7% (3) 7.9% (35) 0 8.6% (38)
Colleagues 0.2% (1) 4.5% (20) 0 4.8% (21)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
A close examination of table 4.10.2 indicates that family 69% (305) is the major source of influence for
purchase of popular brands of hair oil in Mumbai. Contrastingly, it is found that none of other sources are
as influential as family. To conclude it may be said that 89.6% (396) of the respondents use popular
brands of hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in Mumbai.
In total it may be said that social factors are not influencing the purchase decision of hair oil as 396 out of
442 use popular brands. This is support by ‘p’ value (.486) at 95% level of significance for 6 df.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that social factors influences purchase decision of different categories of hair oil brands in
Hyderabad as ‘p’ value is (.033) and in Mumbai it is found that social factors have no influences on
purchase decision of different categories of hair oil brands also as ‘p’ value is (.486).
Social Factors Influence and Kajal
The analysis of the usage of kajal brands in the cities of Hyderabad and Mumbai is discussed in the
tables 4.11.1 to 4.11.2. The detailed analysis of various social factors (family, friends, neighbors and
colleagues) and their influence is presented below.
Table: 4.11.1
Social Factors Influence and Kajal: Hyderabad
Kajal
Social
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Friends 7.7% (21) 17.5% (48) 1.8% (5) 27% (74)
Family 17.5% (48) 40.9% (112) 2.2% (6) 60.6% (166)
Neighbors 1.8% (5) 4% (11) 0.4% (1) 6.2% (17)
Colleagues 1.5% (4) 4.4% (12) 0.4% (1) 6.2% (17)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
On examining table 4.11.1 it is found that the family 40.9% (112) are the major soruce of social influence
in purchase of premium brands of kajal followed friends 17.5% (48); in Hyderabad. Interestingly, it is
found that for economy brands of kajal 1 each of neighbors and colleagues have influence on purchase
decision To sum up it may be said that 66.8% (183) of the respondents use premium brands of kajal
brands, followed by 38.5% (78) use popular brands and 4.7% (13) use economy brands.
To conclude it may be said that there is no association of social factors and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. This finds a support from ‘p’ value
(.964) at 95% level of significance for 6 df.
Table: 4.11.2
Social Factors Influence and Kajal: Mumbai
Kajal Social
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Friends 30.7% (75) 7.4% (18) 4.9% (12) 43% (105)
Family 23.8% (58) 2.5% (6) 6.1% (15) 32.4% (79)
Neighbors 5.7% (14) 1.2% (3) 4.5% (11) 11.5% (28)
Colleagues 3.3% (8) 3.7% (9) 6.1% (15) 13.1% (32)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On analyzing the table 4.11.2 it is found that largely employees 29.5% (72) use popular brands of kajal
and followed by second major users 14.3% (35) housewives in Mumbai. It is also found that none of the
students use premium brands of kajal and none of the retired women use economy brands of kajal.
Finally, it may be said that 63.5% (155) of the respondents use popular brands of kajal, followed by 21.7%
use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that social factors are not influencing the purchase decision of kajal brands as
155 out of 244 use popular brands. However, from ‘p’ value (.000) at 95% level of significance for 6 df, it
is found that social factors influences purchase decision of kajal brands in Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of kajal.
Further, it is found that there no is a significant influence of social factors on the purchase
decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.964) where as in
Mumbai it is found that there is a significant influence of social factors on the purchase decision
of different categories of kajal brands in as ‘p’ value is (.000).
Social Factors Influence and Eye Liner
The usage of eye liner brands in the cities of Hyderabad and Mumbai is given in the tables 4.12.1 to
4.12.2. The analysis of various social factors (family, friends, neighbors and colleagues) and their
influence on the purchase of eye liner is presented below.
Table: 4.12.1
Social Factors Influence and Eye Liner: Hyderabad
Eye Liner Brand Total
Eye Liner SocialPremium Brands
of Eye Liners
Popular
Brands of
Eye Liners
Friends 9% (18) 40% (80) 49% (98)
Family 5.5% (11) 21.5% (43) 27% (54)
Neighbors 0.5% (1) 15.5% (31) 16% (32)
Colleagues 1% (2) 7% (14) 8% (16)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 4.12.1 demonstrates that the friends 40% (80) are major source of influence to
purchase popular brands of eye liner and family 21.5% (43) in Hyderabad. To sum up it may be said that
84% (168) of the respondents use popular brands of eye liners and followed by 16% (32) user of premium
brands in Hyderabad.
In conclusion it may be said that social factors has no influence on purchase decision of eye liner brands
as 168 out of 200 use popular brands. However, ‘p’ value (.004) at 95% level of significance for 4 df
indicates that there is significant influence of social factors on purchase decision of eye liners.
Table: 4.12.2
Social Factors Influence and Eye Liner: Mumbai
Eye
Liner Social
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular Brands of
Eye Liners
Friends 5% (12) 52.1% (126) 57% (138)
Family 2.9% (7) 15.3% (37) 18.2% (44)
Neighbors 0 12.4% (30) 12.4% (30)
Colleagues 21.% (5) 10.3% (25) 12.4% (30)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
On analyzing the table 4.1.8(b) it is found that friends are the major source of influence to purchase
popular brands of eye liners, followed by family 15.3% (37) in Mumbai. Interestingly, neighbors are not
influencing for purchase of premium brands of eye liners. In conclusion it may be said that 90.1% (218) of
the respondents use popular brands of eye liners, followed by 9.9% (24) using premium brands in
Mumbai.
To sum up it may be said that there is no association of social factors and purchase decision of eye liner
brands as 218 out of 242 use popular brands. This finds support from ‘p’ value (.077) at 95% level of
significance for 4 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
found that there is association of social factors on the purchase decision of different categories
of eye liner brands in Hyderabad as ‘p’ value is (.004), where as in Mumbai it is found that there is
no significant association of social factors and purchase decision of different categories of eye
liner brands as ‘p’ value is (.077).
Social Factors Influence and Nail Paint
The analysis of the usage of nail paint in the cities of Hyderabad and Mumbai is given in the tables 4.13.1
to 4.13.2. The details of various social factors (family, friends, neighbors and colleagues) and their
influence on the purchase of nail paint are given below.
Table: 4.13.1
Social Factors Influence and Nail Paint Hyderabad
Nail Paint Social
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of
Nail Paint
Friends 10.6% (33) 19.9% (62) 24.4% (76) 55% (171)
Family 3.9% (12) 9.3% (29) 9.3% (29) 22.5% (70)
Neighbors 0.6% (2) 2.9% (9) 4.5% (14) 8% (25)
Colleagues 2.9% (9) 7.7% (24) 3.9% (12) 14.5% (45)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
A close examination of table 4.3.9(a) indicates that friends 24.4% (76) influence the most in purchase of
lower end brands of nail paints. The second major influencers 19.9% (62)are again friends for even
middle end brands of nail paint in Hyderabad. It is found that 2 neighbors influence in purchase decision
of upper end brands of nail paints. To sum it is said that 42.1% (131) use lower end brands of nail paint,
and 18% (56%) use upper end brands of nail paints in Hyderabad.
While concluding it may be said that there is no influence of social factors on purchase decision of nail
paint as 131 out of 311 use lower end brands of nail paints. This find a support from ‘p’ value (.214) at
95% level of significance for 6 df.
Table: 4.13.2
Social Factors Influence and Nail Polish: Mumbai
Nail Paint Social
Nail Paint Brand
TotalUpper End Brands
of Nail Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of
Nail Paint
Friends 7% (26) 43.1% (160) 9.4% (35) 59.6% (221)
Family 5.7% (21) 15.9% (59) 5.4% (20) 27% (100)
Neighbors 2.2% (8) 3.2% (12) 1.3% (5) 6.7% (25)
Colleagues 0 5.4% (20) 1.3% (5) 6.7% (25)
Total 14.8% (55) 67.7% (251) 17.5% (65) 100% (371)
Source: Primary Data
On analyzing the table 4.1.9(b) friends 43.1% (160) found to be the major source of social influence for
purchase of middle end brands of nail paints, followed by family 15.9% (59) in Mumbai. It is also found
none of the colleagues are source of influence for purchase of upper end brands of nail paints. In
conclusion it may be said that 67.7% (251) of the respondents use middle end brands of nail paints,
followed by 17.4%(65) use lower end and 14.8% (55) upper end brands of nail paint in Mumbai.
It may be said that there is no association of social factors and the purchase decision of nail paint as 251
out of 371 use middle end brands. This finds support from ‘p’ value (.008) at 95% level of significance for
6 df.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
found that there is no significant association of social factors and purchase decision of different
categories of nail paint brands in Hyderabad as the ‘p’ value is (.214). It is found that there is a
significant association of social factors and purchase decision of different categories of nail paint
brands in Mumbai as ‘p’ value is (.008).
Social Factors and Personal Care Products
In order to understand the association between social factors and purchase decision relating to personal
care products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ demographic factors and Social factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ social factors’,
Ho: ‘Purchase decision of face wash is independent of customers’ social factors’,
Ho: ‘Purchase decision of fairness creams is independent of customers’ social factors’,
Ho: ‘Purchase decision of shampoo is independent of customers’ social factors’,
Ho: ‘Purchase decision of henna is independent of customers’ social factors’,
Ho: ‘Purchase decision of hair oil is independent of customers’ social factors’,
Ho: ‘Purchase decision of kajal is independent of customers’ social factors’,
Ho: ‘Purchase decision of eye liner is dependent on customers’ social factors’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ social factors’. The details analysis of
the same is discussed in the table 4.14.
Table: 4.14
Social Factors and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soap is independent of
customers’ social factorsRejected Rejected
H1: Purchase decision of beauty soap is dependent on
customers’ social factors
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ social factorsAccepted Accepted
H1: Purchase decision of face wash is dependent on
customers’ social factors
Fairness Ho: Ho: Purchase decision of fairness creams is Rejected Accepted
Creams
independent of customers’ social factors
H1: Purchase decision of fairness creams is dependent
on customers’ social factors
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ social factorsAccepted Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ social factors
Henna
Ho: Purchase decision of henna is independent of
customers’ social factorsAccepted Accepted
H1: Purchase decision of henna is dependent on
customers’ social factors
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ social factorsRejected Accepted
H1: Purchase decision of hair oil is dependent on
customers’ social factors
Kajal
Ho: Purchase decision of kajal is independent of
customers’ social factorsRejected Rejected
H1: Purchase decision of kajal is dependent on
customers’ social factors
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ social factorsRejected Accepted
H1: Purchase decision of eye liner is dependent on
customers’ social factors
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ social factorsAccepted Rejected
H1: Purchase decision of nail paint is dependent on
customers’ social factors
Source: Primary Data
A close analysis of table 4.14 reveals influence of social factors on purchase of personal care products in
Hyderabad and Mumbai.
It is found that there is no significant influence of social factors on purchase decision of face wash,
shampoo, henna and nail paint in Hyderabad. Therefore, the null hypothesis is accepted since the
purchase decision of personal care products is not dependent on social factors. In other words social
factors like friends, family, neighbor and colleagues doesn’t play an important role in influencing the
purchase of categories of personal care products i.e., face wash, shampoo, henna and nail paint in
Hyderabad. It is also found that there is significant influence of age in the purchase of categories of
beauty soaps, fairness creams, hair oil, kajal and eye liner in Hyderabad. Therefore, the null hypothesis is
not accepted since the purchase decision of personal care products is dependent on social factors. In
other words social factors like friends, family, neighbor and colleagues play an important role in
influencing the purchase of categories of personal care products i.e., beauty soaps, fairness creams, hair
oil, kajal and eye liner in Hyderabad.
It is found that there is no significant influence of social factors on purchase decision of categories of face
wash, shampoo, henna, kajal and eye liner in Mumbai. Therefore, the null hypothesis is accepted since
the purchase decision of personal care products is not dependent on social factors. In other words social
factors like friends, family, neighbor and colleagues doesn’t play an important role in influencing the
purchase of categories of personal care products i.e., face wash, shampoo, henna, kajal and eye liner. It
is also found that there is significant influence of age in the purchase of categories of beauty soaps,
fairness creams, hair oil and nail paint. Therefore, the null hypothesis is not accepted since the purchase
decision of personal care products is dependent on social factors. In other words social factors like
friends, family, neighbor and colleagues plays an important role in influencing the purchase of categories
of personal care products i.e., beauty soaps, fairness creams, hair oil and nail paint in Mumbai.
Conclusion
In conclusion the analysis of the demographic factors like age, occupation, education, monthly income
and social factors (like friends, family, neighbors and colleagues ) with their influence on the purchase
decision of personal care products is given in a nutshell.
Age
Age doesn’t play an important role in influencing the purchase of categories of personal care products i.e.,
beauty soaps and fairness cream, shampoo, kajal and eye liner in Hyderabad. It is also found that there is
a significant influence of age on purchase of different categories of face wash, henna, hair oil and nail
paint brands in Hyderabad.
Age doesn’t play an important role in influencing the purchase of categories of personal care products i.e.,
shampoo, kajal and eye liner. However, it is also found that there is significant influence of age on
purchase of categories of beauty soaps, face wash, fairness creams, henna, hair oil and nail paint brands
in Mumbai.
Education
Education has no significant influence on purchase decision of different categories of fairness cream,
shampoo, henna, hair oil and eye liner brands in Hyderabad. However, it is also found that there is
significant influence of education on the purchase of categories of beauty soaps, face wash, kajal and nail
paint brands in Hyderabad.
Further, it is found that there is no significant influence of education on purchase of eye liner brands in
Mumbai. It is also found that there is a significant association of education and the purchase of categories
of beauty soaps, face wash, fairness creams, shampoo, henna, hair oil, kajal and nail paint brands in
Mumbai.
Occupation
It is observed that there is a significant influence of occupation on purchase decision of categories of
beauty soaps fairness creams, shampoos, henna, hair oil and kajal brands in Hyderabad. However, it is
also found that there is no significant influence of occupation in the purchase of categories of face wash,
eye liner and nail paint in Hyderabad.
Further, it is found that there is no significant influence of occupation on the purchase of shampoo and
nail paint brands in Mumbai. It is also found that there is significant influence of occupation on the
purchase of categories of beauty soaps, face wash, fairness creams, henna, hair oil, kajal and eye liner
brands in Mumbai.
Monthly Income
Monthly income has significant influence on purchase decision of categories of fairness creams, hair oil,
kajal and nail paint brands in Hyderabad. Further, it is found that there is no significant influence of
monthly income on the purchase of beauty soaps, face wash, shampoo, henna and eye liner brands in
Hyderabad.
Further, it is found that there is significant influence of monthly income on purchase decision of different
categories of beauty soaps, face wash, henna, hair oil, kajal and nail paint brands in Mumbai. However, it
is found that there is no significant influence of monthly income in the purchase of fairness creams,
shampoo and eye liner brands in Mumbai.
Social factors
Family is found to be the main influencing social factors in purchase of different categories of beauty
soaps, fairness creams, shampoo, henna, hair oil and kajal brands. However, friends are found to be the
main influencing social factors in purchase of face wash, eye liner and nail paint brands. It is found that
there is no significant influence of social factors on purchase decision of face wash, shampoo, henna and
nail paint in Hyderabad. However, it is found that there is significant influence of age in the purchase of
categories of beauty soaps, fairness creams, hair oil, kajal and eye liner in Hyderabad.
Social factors have no significant influence on purchase decision of categories of face wash, shampoo,
henna, kajal and eye liner brand in Mumbai. However, it is found that there is significant influence of age
in the purchase of categories of beauty soaps, fairness creams, hair oil and nail paint.
The next chapter deals with Psychographic segmentation, lifestyle and a detailed analysis of VALS
(Values and Lifestyles) of Hyderabad and Mumbai. The analysis is presented highlighting three VALS
orientation namely; ‘Ideals,’ ‘Achievers’ and ‘Self Expressers.’ The data collected was analyzed with the
help of factor analysis and then chi-square was used to understand the association between VALS and
personal care products.
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Chapter V
Personal Care Products:
The Influence of VALS
Chapter Contents
Page
Psychographic Segmentation
VALS and Personal Care Products
VALS and Beauty Soaps
VALs and Face Wash
VALs and Fairness Cream
VALs and Shampoo
VALS and Henna
VALS and Hair Oil
VALS and Kajal
VALS and Eye Liner
VALS and Nail Paint
VALs and Personal Care Products
Introduction
In previous chapter the influence demographic and social influence on the purchase decision of personal
care products is elaborated. It is found that most of the respondents are from the age group 26-50 years,
post graduates, employees, and belonged to income group of 21,000 to 40,000. It is also discussed that
family is found to be most influencing factor in the purchase decision of beauty soaps, fairness creams,
shampoo, henna, hair oil in Hyderabad and Mumbai. Further, it is found that friends are the most
influential social source in the purchase of face wash, eye liner and nail paint in Hyderabad and Mumbai
also. In the case of kajal in Hyderabad it is found that family is influence where as friends are influence at
Mumbai.
This chapter deals with the influence of VALs their influence on the purchase decision of personal care
products like beauty soaps, face wash, fairness creams, shampoo, henna, hair oil, kajal, eye liner and nail
paint with reference to Hyderabad and Mumbai cities.
Psychographic Segmentation
When the segmentation is based on personality or lifestyle characteristics, it is called psychographic
segmentation. Consumers have a certain self-image and this describes their personality. There are
people who are ambitious, confident aggressive, implusive, modern, conservative, gregarious, loners,
extrovert or introvert etc. F.Hansen, (1998) researched on segmenting the motorcycles market on the
basis of personality variables such as macho image, independent and implusive. Some producers of
liquor, cigarettes and apparel etc. segment the market on the basis of personality and self-image.
Marketers, often are not concerned about measuring how many people have the characteristics as they
assume that a substantial number of consumers in the market either have the characteristic or want to
have it.
Lifestyle
It is an indicator of how people live and spend their time and money. What people do in their spare time is
often a good indicator of their lifestyle. John L. Lastovicka (1987) along with others identified two lifestyle
segments that were most likely to drink and drive: good-timers and problem kids. It was found that good
timers are partygoers, macho and high on sensation seeking. Problem kids frequently display
troublesome behaviours. Further, according to Morris B.Halbrook (1993), people who have an affinity for
nostalgia, or the desire for old things, also represent a lifestyle segment and can be a key market for old
movies, antiques and books. Surfing on the Internet has also created a new type of lifestyle. Another
study by Rebecca Piirto (1990) of fashion consumers found six major groups: yester years (older
consumers), power purchasers (married households with college degree), fashion foregoers, social
‘Strivers’, dutiful (highly practical) and progressive patrons (high-income/quality buyers).
Consumer lifestyle has important implications for market segmentation, communication and new product
ideas. In few researches it was found by various authors that for day care centers, household cleaning
services, foods ready for microwave oven, tiffin services or fast foods will obviously appeal more to
consumers whose lifestyle demands convenience and saving time, such as dual-career couples or
working women.
The VALS (Values and Lifestyles)
Stanford Research Institute (SRI) developed a popular approach to psychographics segmentation called
VALS( Values and Lifestyles). This approach segmented consumers according to other values and
lifestyles in USA. Researchers faced some problems with this method and SRI developed the VALS2
programme in 1978 and significant changes were introduced when ever required to the tool. VALS puts
less emphasis on activities and interests and more on psychological drives to consumer behavior. To
measure this respondents are given statements with which they are required to state a degree of
agreement or disagreement. SRI has identified three basic motivations.
1. ‘Ideals’ (principle)
2. Achievement
3. Self-expression (‘Self Expressers’)
Based on the concepts of basic motivations and resources, the typology breaks consumers into eight
groups.
Ideals (principle): Under this type of basic motivation two categories are given ‘Thinkers’ and ‘Believers’.
Individuals are guided in their choices by their beliefs and principles and not by feelings, desires and
events. This type of individuals is motivated basically by ideals.
Thinkers (formerly fulfilled)
‘Thinkers’ are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who
value order, knowledge, and responsibility. They tend to be well educated and actively seek out
information in the decision-making process. They are well-informed about global and national events and
are alert to opportunities to broaden their knowledge. ‘Thinkers’ have a moderate respect for the status
quo institutions of authority and social decorum, but are open to consider new ideas. Although their
incomes allow them many choices, ‘Thinkers’ are conservative, practical consumers; they look for
durability, functionality, and value in the products they buy.
Believers
Like ‘Thinkers’, ‘Believers’ are motivated by ideals. They are conservative, conventional people with
concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many
‘Believers’ express moral codes that are deeply rooted and literally interpreted. They follow established
routines, organized in large part around home, family, community, and social or religious organizations to
which they belong. As consumers, ‘Believers’ are predictable; they choose familiar products and
established brands. They favor American products and are generally loyal customers.
Achievement
Individuals are heavily influenced by actions, approval and opinions of others. Under this type of
motivation along with ‘Innovators’(attractive because they have abundant resources and they exhibit all
three primary motivations in varying degrees) the other three types are ‘Achievers’, ‘Strivers’ and
‘Survivors’.
Innovators (formerly actualizes)
‘Innovators’ are successful, sophisticated, take-charge people with high self-esteem. This segment is
small in size compared to other seven but may be the most attractive because they have abundant
resources and they exhibit all three primary motivations in varying degrees. They are change leaders and
are the most receptive to new ideas and technologies. ‘Innovators’ are very active consumers, and their
purchases reflect cultivated tastes for upscale, niche products and services. Image is important to
‘Innovators’, not as are evidence of status or power but as an expression of their taste, independence,
and personality. ‘Innovators’ are among the established and emerging leaders in business and
government, yet they continue to seek challenges. Their lives are characterized by variety. Their
possessions and recreation reflects a cultivated taste for the finer things in life.
Achievers
Motivated by the desire for achievement these type of individuals make choices based on a desire to
enhance their position or to facilitate their move to another group’s membership for which they aspire.
‘Achievers’ have goal-oriented lifestyles and a deep commitment to career and family. Their social lives
reflect this focus and are structured around family, their place of worship, and work. ‘Achievers’ live
conventional lives, are politically conservative, and respect authority and the status quo. They value
consensus, predictability, and stability over risk, intimacy, and self-discovery. With many wants and
needs, ‘Achievers’ are active in the consumer marketplace. Image is important to ‘Achievers’; they favor
established, prestige products and services that demonstrate success to their peers. Because of their
busy lives, they are often interested in a variety of time-saving devices.
Strivers
‘Strivers’ are trendy and fun loving because they are motivated by achievement, ‘Strivers’ are concerned
about the opinions and approval of others. Money defines success for ‘Strivers’, who do not have enough
of it to meet their desires. They favor stylish products that emulate the purchases of people with greater
material wealth. Many see themselves as having a job rather than a career, and a lack of skill and focus
often prevents them from moving ahead. ‘Strivers’ are active consumers because shopping is both a
social activity and an opportunity to demonstrate to their peer’s ability to buy. As consumers, they are as
impulsive as their financial circumstance will allow.
Survivors
‘Survivors’ live narrowly focused lives. With few resources with which to cope, they often believe that the
world is changing too quickly. They are comfortable with the familiar and are primarily concerned with
safety and security. Because they must focus on meeting needs rather than fulfilling desires, ‘Survivors’
do not show a strong primary motivation. ‘Survivors’ are cautious consumers. They represent a very
modest market for most products and services. They are loyal to favorite brands, especially if they can
purchase them at a discount.
Self Expression (Action): Individuals desire physical and social activity, variety and risk taking. The
types that could be included are ‘Experiencers’ and ‘Makers’.
Experiencers
‘Experiencers’ are motivated by self-expression. As young, enthusiastic, and impulsive consumers,
‘Experiencers’ quickly become enthusiastic about new possibilities but are equally quick to cool. They
seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in
exercise, sports, outdoor recreation, and social activities. ‘Experiencers’ are avid consumers and spend a
comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases
reflect the emphasis they place on looking good and having "cool" stuff.
Makers
Like ‘Experiencers’, ‘Makers’ are motivated by self-expression. They express themselves and experience
the world by working on it-building a house, raising children, fixing a car, or canning vegetables-and have
enough skill and energy to carry out their projects successfully. ‘Makers’ are practical people who have
constructive skills and value self-sufficiency. They live within a traditional context of family, practical work,
and physical recreation and have little interest in what lies outside that context. ‘Makers’ are suspicious of
new ideas and large institutions such as big business. They are respectful of government authority and
organized labor, but resentful of government intrusion on individual rights. They are unimpressed by
material possessions other than those with a practical or functional purpose. Because they prefer value to
luxury, they buy basic products.
VALS and Personal Care Products
This research studies the preferences and segmented the buyer of the personal care products based on
their psychographic profiles by using VALS. A VALS tool was administrated along with other questions for
which data was collected and analyzed. Factor analysis was used as a tool to reduce the data and
segment the data into meaningful results. Before the factor analysis was done Kaiser-Meyer-Olkin (KMO)
was also done to understand if the data had a measure of sampling adequacy or no. Presented below are
the items that were identified under each factor after applying the factor analysis. Once the factors were
identified and assigned respective labels, then the hypothesis testing was done. The results are
presented in the tables below.
Factor Analysis
While reducing the data by factor analysis (Rotated Factor Matrix loading criteria > 0.5) few more other
things like Sree ploting, Kaiser-Meyer-Olkin (KMO) a measure of sampling adequacy and Extraction
Communalities estimates of the variance were also done for better indication of results. The same is
provided as annexure. The results of both the cities Hyderabad and Mumbai are presenting below.
Table: 5.1.1(a)
Rotated Factor Matrix (loading criteria > 0.5): Hyderabad
S.No Factor 1 Items under VALs (Ideals)
1 I like to learn about art, culture, and history. .568
2The central government should encourage
prayers in public schools..571
3 I have more ability than most people. .655
4 There is too much obscenity on television today. .633
5 I like outrageous people and things. -.647
Source: Primary Data
From factor analysis the different factors were identified. Depending upon the motivation orientation of
each factor, further these factors are coupled into three factors namely; ‘Ideals’, ‘Achievers’ and ‘Self
Expressers’. Under the ‘Ideals’ the VALs statements included are: ‘I like to learn about art, culture, and
history’, ‘the central government should encourage prayers in public schools’, ‘I have more ability than
most people, there is too much obscenity on television today’, ‘I like outrageous people and things’.
The items for factor 2 ‘Achievers’ is provided in the table below.
Table: 5.1.1(b)
Rotated Factor Matrix (loading criteria > 0.5): Hyderabad
S.NoFactor 2 Items under VALs (Achievers)
1 I follow the latest trends and fashions. .660
2 I dress more fashionably than most people. .747
3 I like to dress in the latest fashions. .730
4 I love to make things I can use everyday. .740
5A woman's life is fulfilled only if she can provide a happy
home for her family..639
6 I am really interested only in a few things. .609
7I must admit that my interests are somewhat narrow and
limited..796
8 I like to lead others. .788
9 I like trying new things. .719
10 I would like to spend a year or more in a foreign country. .597
11 I like making things of wood, metal, or other such material. .658
Source: Primary Data
Under the achiever the VALs statements included are ‘I follow the latest trends and fashions’, ‘I dress
more fashionably than most people’, ‘I like to dress in the latest fashions’, I love to make things I can use
everyday’, ‘A woman's life is fulfilled only if she can provide a happy home for her family’, ‘I am really
interested only in a few things’, ‘I must admit that my interests are somewhat narrow and limited’, ‘I like to
lead others’, ‘I like trying new things’, ‘I would like to spend a year or more in a foreign country’ and ‘I like
making things of wood, metal, or other such material’.
The items for factor 3 ‘Self Expressers’ is provided in the table below.
Table: 5.1.1(c)
Rotated Factor Matrix (loading criteria > 0.5): Hyderabad
S.No Factor 3 Items under VALs (Self Expressers)
1 I like the challenge of doing something I have never done before. .578
2I like to learn about things even if they may never be of any use to
me..607
3 I would like to understand more about how the universe works. .673
Source: Primary Data
Under the ‘Self Expressers’ the VALs statements included are ‘I like the challenge of doing something I
have never done before’, ‘I like to learn about things even if they may never be of any use to me’ and ‘I
would like to understand more about how the universe works’.
The items for factor 1 ‘Ideals’ is provided in the table below.
Table: 5.1.2(a)
Rotated Factor Matrix (loading criteria > 0.5): Mumbai
S.No Factor 1 Items under VALs (Ideals)
1 I am often interested in theories. .565
2 I like to learn about art, culture, and history. .633
3 I would rather make something than buy it. .683
4 There is too much obscenity on television today. .562
5 I love to make things I can use everyday. .761
6 The central government should encourage prayers in
public schools..765
Source: Primary Data
From factor analysis the different factors were identified. Depending upon the motivation orientation of
each factor, further these factors are coupled into three factors ‘Ideals’, ‘Achievers’ and ‘Self Expressers’.
Under the ‘Ideals’ the VALs statements included are: ‘I am often interested in theories’, ‘I like to learn
about art, culture, and history’, ‘the central government should encourage prayers in public schools’, ‘I
love to make things I can use everyday ‘, and ‘I have more ability than most people, there is too much
obscenity on television today’.
The items for factor 2 ‘Achievers’ is provided in the table below.
Table: 5.1.2(b)
Rotated Factor Matrix (loading criteria > 0.5:) Mumbai
S.No Factor 2 Items under VALs (Achievers)
1 A woman's life is fulfilled only if she can
provide a happy home for her family..809
2 I follow the latest trends and fashions. .635
3 I dress more fashionably than most .613
people.
4 I like to dress in the latest fashions. .810
5 I like a lot of variety in my life. .528
6 I like trying new things. .700
7 I would like to spend a year or more in a
foreign country..588
8 I don't like sudden change in my life -.619
9 I like being in charge of a group. .706
10 I like to lead others. .869
11 I am really interested only in a few things. .678
12 I must admit that my interests are
somewhat narrow and limited..742
13 I have more ability than most people. .576
14 I consider myself an intellectual. .753
Source: Primary Data
Under the Achiever the VALs statements included are ‘I follow the latest trends and fashions’, ‘I dress
more fashionably than most people’, ‘I like to dress in the latest fashions’, I love to make things I can use
everyday’, ‘A woman's life is fulfilled only if she can provide a happy home for her family’, ‘I am really
interested only in a few things’, ‘I like to lead others. ‘, ‘I like being in charge of a group ‘, ‘I must admit
that my interests are somewhat narrow and limited’, ‘I like to lead others’, ‘I like trying new things’, and ‘I
consider myself an intellectual’.
The items for factor 3 ‘Self Expressers’ is provided in the table below.
Table: 5.1.2(c)
Rotated Factor Matrix (loading criteria > 0.5): Mumbai
S.No Factor 3 Items under VALs (Self Expressers)
1 I am very interested in how mechanical
things, such as engines, work..742
2 I would like to understand more about how
the universe works..577
Source: Primary Data
Under the ‘Self Expressers’ the VALs statements included are ‘I like to learn about things even if they may
never be of any use to me’ and ‘I would like to understand more about how the universe works’.
Table: 5.1.3 (a)
KMO and Bartlett's Test: Hyderabad
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .607
Bartlett's Test of
Sphericity
Approx. Chi-Square 1788.597
df 351
Sig. .000
Source: Primary Data
Table: 5.1.3 (b)
KMO and Bartlett's Test: Mumbai
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy..568
Bartlett's Test of
Sphericity
Approx. Chi-Square 3057.926
Df 351
Sig. .000
Source: Primary Data
Kaiser-Meyer-Olkin (KMO) is a measure of sampling adequacy. Small values of the KMO statistic indicate
that the correlations between pairs of variables cannot be explained by other variables and the FA may
not be appropriate. From the above table it is evident that .634 value of KMO statistics indicate that the
correlations between pairs of variables can be explained by other variables and factor analysis may be
appropriate.
From the Bartlett’s Test of Sphericity, the tests of null hypothesis is understood, that the variables are
uncorrelated in the population. From the above chi-square test it was found that the variables are
uncorrelated and further the factor analysis may be appropriate.
VALS and Beauty Soaps
Below is presented the chi-square analysis of VALs (‘Ideals’, ‘Achievers’ and ‘Self Expressers’) and
beauty soaps. The results are presented from table 5.2.1(a) to 5.2.3(b).
Table: 5.2.1(a)
Ideals and Beauty Soap: Hyderabad
Ideal
Beauty Soap Brand
TotalPopular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Disagree 3.9% (18) 2.8% (13) 0.2% (1) 6.9% (32)
Agree 30% (140) 19.9% (93) 1.7% (8) 51.6% (241)
Strongly Agree 24.4% (114) 16.3% (76) 0.9% (4) 41.5% (194)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
An analysis of table 5.2.1(a) indicates that largest users 30% (140) of the popular brands of soaps are
‘Ideals’ In conclusion it may be said that 58.2% (272) of the respondents use popular brands of beauty
soaps, followed by users of premium brands of beauty soaps 39% (182) and economy brands of beauty
soaps 2.8% (13) in Hyderabad.
In sum it may be said that VALS ( has no influence on the brands of beauty soaps as most of the
respondents 272 out of 467 use popular brands. This finds a support in the ‘p’ value (.953) at 95% level of
significance for 4 df.
(In the chi-square test, for a 95 percent confidence level, if the significance level is greater than or equal
to .05, it signifies that there is no association between the two variables and the if significance level is less
than .05, then it signifies that there is a significant relationship between the two variables.)
Table: 5.2.1(b)
Ideals and Beauty Soap: Mumbai
Ideal
Beauty Soap Brand
TotalPopular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Disagree 2.7% (12) 0.2% (1) 1.3% (6) 4.3% (19)
Agree 43.4% (194) 28.4% (127) 4.7% (21) 76.5% (342)
Strongly Agree 51 32 3 86
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination table 5.2.1(b) analysis indicates that largest users 43.4% (194) of the popular brands
of soaps are ‘Ideals’ in Mumbai. It may be said that 57.5% (257) of the respondents use popular brands of
beauty soaps, followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of
beauty soaps 6.7% (30) in Mumbai.
In total even though it is found that ‘Ideal’ has no influence on the brands of beauty soaps as most of the
respondents 257 out of 447 use popular brands, however, from ‘p’ value (.000) at 95% level of
significance for 4 df, it is said that there is a significant influence of ‘Ideals’ on the brands of beauty soaps
purchase in Mumbai.
On a comparative it may be said most of the respondents preferred using popular brands of beauty
soaps, however there is a thin line of difference between the analysis of both cities, 58.2% (272) of the
respondents use popular brands of beauty soaps in Hyderabad and 57.5% (257) of the respondents use
popular brands of beauty soaps in Mumbai. Further, it is also found that ‘Ideals’ has no influence on
the purchase of beauty soaps brands in Hyderabad as ‘p’ value is (.953), where as there it is found
that there is a significant influence of ‘Ideals’ on the purchase of beauty soap brands in Mumbai
as ‘p’ value is (.000).
Table: 5.2.2(a)
Achievers and Beauty Soap: Hyderabad
Achievers
Beauty Soap Brand
TotalPopular
Brands of
Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Disagree 2.1% (10) 3.1% (6) 0 3.4% (16)
Agree 47.1% (220) 30.4% (142) 0.2% (12) 80.1% (374)
Strongly Agree 9% (42) 7.3% (34) 0.2% (1) 16.5% (77)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
From analysis of table 5.2.2(a) it is found that largest users 47.1% (220) of the popular brands of soaps
are ‘Achievers’. It may be said that 58.2% (272) of the respondents use popular brands of beauty soaps,
followed by users of premium brands of beauty soaps 39% (182) and economy brands of beauty soaps
2.8% (13) in Hyderabad.
In sum it may be said that VALS (Achievers) has no influence on the brands of beauty soaps as most of
the respondents 272 out of 467 use popular brands. This finds a support in the ‘p’ value (.701) at 95%
level of significance for 4 df.
Table: 5.2.2(b)
Achievers and Beauty Soap: Mumbai
Achievers
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Strongly Disagree 5.8% (26) 1.6% (7) 0 7.4% (33)
Disagree 16.6% (74) 17.7% (79) 3.1% (14) 37.4% (167)
Agree 22.8% (102) 13% (58) 2.9% (13) 38.7% (173)
Strongly Agree 12.3% (55) 3.6% (16) 0.7% (3) 16.6% (74)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
The analysis of table 5.2.2(b) indicates that largest users 22.8% (194) of the popular brands of soaps are
‘Achievers’ in Mumbai. It may be said that 57.5% (257) of the respondents use popular brands of beauty
soaps, followed by users of premium brands of beauty soaps 35.8% (160) and economy brands of beauty
soaps 6.7% (30) in Mumbai.
In total even though it is found that ‘Achievers’ has no influence on the brands of beauty soaps as most of
the respondents 257 out of 447 use popular brands, however, from ‘p’ value (.000) at 95% level of
significance for 6 df, it is said that there is a significant influence of ‘Achievers’ on the brands of beauty
soaps purchase in Mumbai.
On a comparative it may be said most of the respondents preferred using popular brands of beauty
soaps, however there is a thin line of difference between the analysis of both cities, 58.2% (272) of the
respondents use popular brands of beauty soaps in Hyderabad and 57.5% (257) of the respondents use
popular brands of beauty soaps in Mumbai. Further, it is also found that ‘Achievers’ has no influence
on the purchase of beauty soaps brands in Hyderabad as ‘p’ value is (.701), where as there it is
found that there is a significant influence of ‘Achievers’ on the purchase of beauty soap brands in
Mumbai as ‘p’ value is (.000).
Table: 5.2.3(a)
Self Expresser and Beauty Soap: Hyderabad
Self Expressers
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Strongly Disagree 0.2% (1) 0 0 0.2% (1)
Disagree 10.5% (49) 6.6% (31) 0.4% (2) 17.6% (82)
Agree 28.3% (132) 18.2% (85) 1.7% (8) 48.2% (225)
Strongly Agree 19.3% (90) 14.1% (66) 0.6% (3) 34% (159)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
Source: Primary Data
From examination of table 5.2.3(a) the analysis suggests that largest users 28.3% (132) of the popular
brands of soaps are ‘Self Expressers.’ In conclusion it may be said that 58.2% (272) of the respondents
use popular brands of beauty soaps, followed by users of premium brands of beauty soaps 39% (182)
and economy brands of beauty soaps 2.8% (13) in Hyderabad.
In sum it may be said that VALS (Achievers) has no influence on the brands of beauty soaps as most of
the respondents 272 out of 467 use popular brands. This finds a support in the ‘p’ value (.903) at 95%
level of significance for 6 df.
Table: 5.2.3(b)
Self Expresser and Beauty Soap: Mumbai
Self Expression
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium
Brands of
Soaps
Economy
Brands of
Soaps
Disagree 2% (9) 0.4% (2) 0 2.5% (11)
Agree 38.7% (173) 22.4% (100) 5.8% (26) 66.9% (299)
Strongly Agree 16.8% (75) 13% (58) 0.9% (4) 30.6% (137)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
A close examination table 5.2.3(b) analysis indicates that largest users 38.7% (173) of the popular brands
of soaps are ‘Self Expressers’ in Mumbai. It may be said that 57.5% (257) of the respondents use popular
brands of beauty soaps, followed by users of premium brands of beauty soaps 35.8% (160) and economy
brands of beauty soaps 6.7% (30) in Mumbai.
In total even though it is found that ‘Ideal’ has no influence on the brands of beauty soaps as most of the
respondents 257 out of 447 use popular brands, however, from ‘p’ value (.000) at 95% level of
significance for 4 df, it is said that there is a significant influence of ‘Ideals’ on the brands of beauty soaps
purchase in Mumbai.
On a comparative it may be said most of the respondents preferred using popular brands of beauty
soaps, however there is a thin line of difference between the analysis of both cities, 58.2% (272) of the
respondents use popular brands of beauty soaps in Hyderabad and 57.5% (257) of the respondents use
popular brands of beauty soaps in Mumbai. Further, it is also found that ‘Self Expressers’ has no
influence on the purchase of beauty soaps brands in Hyderabad as ‘p’ value is (.903), where as
there it is found that there is a significant influence of ‘Self Expressers’ on the purchase of beauty
soap brands in Mumbai as ‘p’ value is (.044).
VALs and Face Wash
The analysis of VALs (‘Ideals’, ‘Self Expressers’ and ‘Achievers’) and their influence on the purchase
decision of different brands of face wash is presented from tables 5.3.1(a) and 5.3.3(d).
Table: 5.3.1(a)
Ideals and Face Wash: Hyderabad
Ideal
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Disagree 0.8% (2) 6.1% (16) 0.4% (1) 7.3% (19)
Agree 5.4% (14) 34.5% (90) 10.3% (27) 50.2% (131)
Strongly Agree 7.7% (20) 28% (73) 6.9% (18) 42.5% (111)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
A close examination of table 5.3.1(a) analysis, reveals that the largest 34.48% (90) of the ‘Ideals’ use
middle end face wash brands in Hyderabad. To sum up it may be said that 68.6% (179) of the
respondents use middle end face wash brands, followed by users of lower end face wash brands 17.6%
(46) and upper end face wash brands 13.8% (36) in Hyderabad.
In conclusion it may be said that ‘Ideals’ has no influence on the brands of face wash as most of the
respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.219) at
95% level of significance for 8 df,
Table: 5.3.1(b)
Ideals and Face Wash: Mumbai
Ideal
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Disagree 0 2.6% (9) 0 2.6% (9)
Agree 15.6% (55) 57.1% (201) 6.8% (24) 79.5% (280)
Strongly Agree 3.7% (13) 12.5% (44) 1.7% (6) 17.9% (63)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
A close examination table 5.2.1(b) analysis indicates that largest users 57.1% (201) of the middle end
face wash brands are ‘Ideals’ in Mumbai. In conclusion it may be said that 72.2% (254) of the
respondents use middle end face wash brands, followed by users of upper end face wash brands 19.3%
(68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between VALs (Ideals) and brands of
face wash purchase as majority of users 254 out of 352 use middle end face wash brands. This finds a
support from ‘p’ value (.452) at 95% level of significance for 4 df.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are mainly
used in Hyderabad 68.6% and 72.2% in Mumbai. Further, it is also found that ‘Ideals’ has no
influence on the purchase of face wash brands in Hyderabad as ‘p’ value is (.219), as well as in
Mumbai as ‘p’ value is (.452).
Table: 5.3.2(a)
Achievers and Face Wash: Hyderabad
Achievers
Face Wash Brand
TotalUpper End Face
Wash Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Disagree 0.4% (1) 2.7% (7) 0 3.1% (8)
Agree 11.5% (30) 52.1% (136) 14.9% (39) 78.5% (205)
Strongly Agree 1.9% (5) 13.8% (36) 2.7% (7) 18.4% (48)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
From analysis of table 5.3.2(a) it is observed that the largest 52.1% (136) of the ‘Achievers’ use middle
end face wash brands in Hyderabad. To sum up it may be said that 68.6% (179) of the respondents use
middle end face wash brands, followed by users of lower end face wash brands 17.6% (46) and upper
end face wash brands 13.8% (36) in Hyderabad.
In conclusion it may be said that ‘Achievers’ has no influence on the brands of face wash as most of the
respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.516) at
95% level of significance for 4 df,
Table: 5.3.2(b)
Achievers and Face Wash: Mumbai
Achievers
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Strongly Disagree 1.7% (6) 1.4% (5) 0 3.1% (11)
Disagree 6% (21) 32.7% (115) 0.6% (2) 39.2% (138)
Agree 6.5% (23) 28.4% (100) 3.1% (11) 38.1% (134)
Strongly Agree 5.1% (18) 9.7% (34) 4.8% (17) 19.6% (69)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
A close examination table 5.3.2(b) analysis indicates that largest users 32.7% (115) of the middle end
face wash brands are ‘Achievers’ in Mumbai. In conclusion it may be said that 72.2% (254) of the
respondents use middle end face wash brands, followed by users of upper end face wash brands 19.3%
(68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between VALs (Achievers) and brands of
face wash purchase as majority of users 254 out of 352 use middle end face wash brands. However, ‘p’
value (.000) at 95% level of significance for 6 df indicates that there is significant influence of ‘Achievers’
on the purchase decision of face wash brands.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are mainly
used in Hyderabad 68.6% and 72.2% in Mumbai. Further, it is also found that ‘Achievers’ has
influence on the purchase of face wash brands in Hyderabad as ‘p’ value is (.000), it is also found
that ‘Achievers’ has no influence on the purchase of face wash brands in Hyderabad as ‘p’ value
is in Mumbai as ‘p’ value is (.516).
Table: 5.3.3(a)
Self Expressers and Face Wash: Hyderabad
Self Expressers
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Strongly Disagree 0 0.4% (1) 0 0.4% (1)
Disagree 2.3% (6) 7.3% (19) 2.3% (6) 11.9% (31)
Agree 6.5% (17) 36% (94) 9.6% (25) 52.1% (136)
Strongly Agree 5% (13) 24.9% (65) 5.7% (15) 35.6% (93)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
From a close examination of table 5.3.3(a) analysis, it is found that the largest 36% (94) of the ‘Self
Expressers’ use middle end face wash brands in Hyderabad. To sum up it may be said that 68.6% (179)
of the respondents use middle end face wash brands, followed by users of lower end face wash brands
17.6% (46) and upper end face wash brands 13.8% (36) in Hyderabad.
In conclusion it may be said that ‘Self Expressers’ has no influence on the brands of face wash as most of
the respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’ value (.937)
at 95% level of significance for 4 df,
Table: 5.3.3(b)
Self Expressers and Face Wash: Mumbai
Self Expression
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Disagree 1.4% (5) 0 0 1.4% (5)
Agree 6.3% (22) 50% (176) 5.4% (19) 61.6% (217)
Strongly Agree 11.6% (41) 22.2% (78) 3.1% (11) 36.9% (130)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
A close examination table 5.3.3(b) analysis indicates that largest users 50% (176) of the middle end face
wash brands are ‘Self Expressers’ in Mumbai. In conclusion it may be said that 72.2% (254) of the
respondents use middle end face wash brands, followed by users of upper end face wash brands 19.3%
(68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between VALs (Self Expressers) and
brands of face wash purchase as majority of users 254 out of 352 use middle end face wash brands. This
finds a support from ‘p’ value (.452) at 95% level of significance for 4 df.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are mainly
used in Hyderabad 68.6% and 72.2% in Mumbai. Further, it is also inferred that ‘Self Expressers’ has
no influence on the purchase of face wash brands in Hyderabad as ‘p’ value is (.937), However, it
is also found that ‘Self Expressers’ has no influence on the purchase of face wash brands in
Mumbai as ‘p’ value is (.000).
VALs and Fairness Cream
The analysis of VALs (‘Ideals’, ‘Achievers’ and ‘Self Expressers’) and their influence on purchase of
fairness creams in both Hyderabad and Mumbai cities is presented below.
Table: 5.4.1(a)
Ideals and Fairness Cream: Hyderabad
Ideal
Fairness Cream Brand
TotalUpper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Disagree 0 5.1% (17) 2.1% (7) 7.1% (24)
Agree 5.1% (17) 36.6% (123) 8.6% (29) 50.3% (169)
Strongly Agree 4.5% (15) 31.3% (105) 6.8% (23) 42.6% (143)
Total 9.5% (32) 72.9% (245) 17.6% (59) 100% (336)
Source: Primary Data
A close examination table 5.4.1(a) analysis indicates that largest users 36.6% (123) of the middle end
face wash brands are ‘Ideals’ in purchase of middle end fairness cream brands in Hyderabad. To sum up
it may be said that 72.9% (245) of the respondents use middle end fairness creams brands, followed by
users of lower end fairness creams brands 17.4% (59) and upper end fairness cream brands 9.7% (32) in
Hyderabad.
In total it may be said that there is no association of ‘Ideals’ and purchase of fairness creams as a large
users 245 out of 336 use middle end fairness creams. This finds a support from the ‘p’ value (.339) at
95% level of significance for 4 df.
Table: 5.4.1(b)
Ideals and Fairness Cream: Mumbai
Ideal Fairness Cream Brand Total
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Disagree 0 1.6% (4) 2.4% (6) 4.1% (10)
Agree 14.6% (36) 49.6% (122) 11% (27) 75.2% (185)
Strongly Agree 4.1% (10) 16.7% (41) 0 20.7% (51)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
From table 5.4.1(b) the analysis demonstrated that ‘Ideals’ are the largest 49.6% (122) use middle end
fairness creams brands in Mumbai. In conclusion it may be said that 67.9% (167) of the respondents use
middle end fairness cream brands, followed by users of upper end fairness creams brands 18.7% (46)
and lower end face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
‘Ideals’ as major users 167 out of 246 use middle end fairness creams. However, the ‘p’ value (.000) at
95% level of significance for 4 df indicates that purchase decision of different categories of fairness
creams is independent of ‘Ideals’.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%, however with a thin line of difference in the number of users. Further, it is
found that there is no significant influence of ‘Ideals’ on the purchase decision of fairness creams
in Hyderabad as ‘p’ value is (.339) as well as Mumbai as ‘p’ value is (.780).
Table: 5.4.2(a)
Achievers and Fairness Cream: Hyderabad
Achievers Fairness Cream Brand Total
Upper End Middle End Lower End
Fairness
Brands
Fairness
Brands
Fairness
Brands
Disagree 0.3% (1) 2.1% (7) 0.9% (3) 3.3% (11)
Agree 6.3% (21) 55.1% (185) 16.1% (54) 77.4% (260)
Strongly Agree 3%(10) 15.8% (53) 0.6% (2) 19.3% (65)
Total 9.5% (32) 72.9% (245) 17.6% (59) 100% (336)
Source: Primary Data
A close examination table 5.4.1(a) analysis indicates that largest users 55.1% (185) of the middle end
face wash brands are ‘Achievers’ in purchase of middle end fairness cream brands in Hyderabad. To sum
up it may be said that 72.9% (245) of the respondents use middle end fairness creams brands, followed
by users of lower end fairness creams brands 17.4% (59) and upper end fairness cream brands 9.7%
(32) in Hyderabad.
In total it may be said that there is no association of ‘Achievers’ and purchase of fairness creams as a
large users 245 out of 336 use middle end fairness creams. However, the ‘p’ value (.008) at 95% level of
significance for 4 df indicates that there is no significant association of ‘Achievers’ and purchase of
fairness creams.
Table: 5.4.2(b)
Achievers and Fairness Cream: Mumbai
Achievers
Fairness Cream Brand
TotalUpper End
Fairness Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Strongly Disagree 1.2% (3) 5.7% (14) 0 6.9% (17)
Disagree 9.3% (23) 21.1% (52) 4.9% (12) 35.4% (87)
Agree 4.9% (12) 27.6% (68) 8.1% (20) 40.7% (100)
Strongly Agree 3.3% (8) 13.4% (33) 0.4% (1) 17.1% (42)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
From table 5.4.2(b) the analysis demonstrated that ‘Achievers’ are the largest 27.6% (68) use middle end
fairness creams brands in Mumbai. In conclusion it may be said that 67.9% (167) of the respondents use
middle end fairness cream brands, followed by users of upper end fairness creams brands 18.7% (46)
and lower end face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
‘Achievers’ as major users 167 out of 246 use middle end fairness creams. However, the ‘p’ value (.011)
at 95% level of significance for 6 df indicates that purchase decision of different categories of fairness
creams is independent of ‘Ideals’.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%, however with a thin line of difference in the number of users. Further, it is
found that there is significant influence of ‘Achievers’ on the purchase decision of fairness
creams in Hyderabad as ‘p’ value is (.011), however, it is found that there is no significant
influence of ‘Achievers’ on the purchase decision of fairness creams in Mumbai as ‘p’ value is
(.780).
Table: 5.4.3(a)
Self Expressers and Fairness Cream: Hyderabad
Self Expressers
Fairness Cream Brand
TotalUpper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Strongly Disagree 0 0 0.3% (1) 0.3% (1)
Disagree 1.5% (5) 12.8% (43) 3.6% (12) 17.9% (60)
Agree 3.3% (11) 35.7% (120) 9.5% (32) 48.5% (163)
Strongly Agree 4.8% (16) 24.4% (82) 4.2% (14) 33.3% (112)
Total 9.5% (32) 72.9% (245) 17.6% (59) 100% (336)
Source: Primary Data
On analyzing table 5.4.3(a) the analysis indicated that ‘Self Expressers’ 35.7% (120) are the largest users
of the middle end face wash brands in Hyderabad. To sum up it may be said that 72.9% (245) of the
respondents use middle end fairness creams brands, followed by users of lower end fairness creams
brands 17.4% (59) and upper end fairness cream brands 9.7% (32) in Hyderabad.
In total it may be said that there is no association of ‘Self Expressers’ and purchase of fairness creams as
a large users 245 out of 336 use middle end fairness creams. This finds a support from the ‘p’ value
(.087) at 95% level of significance for 6 df.
Table: 5.4.3(b)
Self Expressers and Fairness Cream: Mumbai
Self Expression
Fairness Cream Brand
TotalUpper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Disagree 0 2% (5) 0 2% (5)
Agree 0.8% (2) 39.4% (97) 9.8% (24) 61% (150)
Strongly Agree 6.9% (17) 26.4% (65) 3.7% (9) 37% (91)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
A closer analysis of table 5.4.3(b) reveals that ‘Self Expressers’ are the largest 39.4% (97) use middle
end fairness creams brands in Mumbai. In conclusion it may be said that 67.9% (167) of the respondents
use middle end fairness cream brands, followed by users of upper end fairness creams brands 18.7%
(46) and lower end face wash brands 13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
‘Self Expressers’ as major users 167 out of 246 use middle end fairness creams. This finds a support
from ‘p’ value (.356) at 95% level of significance for 4 df.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%, however with a thin line of difference in the number of users. Further, it is
inferred that there is no significant influence of ‘Self Expressers’ on the purchase decision of
fairness creams in Hyderabad as ‘p’ value is (.087) as well as Mumbai as ‘p’ value is (.356).
VALs and Shampoo
The detailed analysis of VALs and its influence on purchase decision of one of the hair care product i.e.
shampoo brands in cities of Hyderabad and Mumbai. The results are presented from table 5.5.1(a) to
5.5.3(b).
Table: 5.5.1(a)
Ideals and Shampoo: Hyderabad
Ideal
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Disagree 1.1% (5) 4.3% (20) 1.5% (7) 6.9% (32)
Agree 9.4% (44) 36.8% (172) 5.4% (25) 51.6% (241)
Strongly Agree 5.4% (25) 29.6% (138) 6.6% (31) 41.5% (194)
Total 15.8%(74) 70.9%(331) 13.3% (62) 100% (467)
Source: Primary Data
While examining table 5.5.1(a) the analysis suggested that ‘Ideals’ 36.8% (172) the largest are users of
popular brands of shampoo in Hyderabad. To conclude it may be said that 70.9% (331) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 15.8%
(74) and economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that informational sources has no influence on purchase decision of shampoo as
large user 331 out of 467 use popular brands. This finds a support from ‘p’ value (.233) at 95% level of
significance for 4 df.
Table: 5.5.1(b)
Ideals and Shampoo: Mumbai
Ideals
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Disagree 1.1% (5) 3.4% (15) 0.2% (1) 4.7% (21)
Agree 21.3% (95) 47.7% (213) 6.9% (31) 75.8% (339)
Strongly Agree 5.1% (23) 13.2% (59) 1.1% (5) 19.5% (87)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
On a closer examination of table 5.5.1(b) the analysis indicated that ‘Ideals’ are the largest users of of
popular brands of shampoo in Hyderabad. To conclude it may be said that 64.2% (287) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 27.5%
(123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that ‘Ideals’ has no influence on the brands of shampoos as 287 out of 447 use popular
brands. This finds a support from ‘p’ value (.751) at 95% level of significance for 4 df.
On a comparative note it is inferred that popular brands of shampoos are used in Hyderabad 70.9% and
in Mumbai 64.2% but with a slight of difference in number of users. It is inferred that there is no
influence of ‘Ideals’ on the purchase decision of different categories of shampoo in Hyderabad as
‘p’ value is (.233) brands as well as Mumbai as ‘p’ value is (.751).
Table: 5.5.2(a)
Achievers and Shampoo: Hyderabad
Achievers
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Disagree 0.4% (2) 2.6% (12) 0.4% (2) 3.4% (16)
Agree 12.6% (59) 57.2% (267) 10.3% (48) 80.1% (374)
Strongly Agree 2.8% (13) 10.9% (51) 2.8% (13) 16.5% (77)
Total 15.8%(74) 70.9%(331) 13.3% (62) 100% (467)
Source: Primary Data
On examining table 5.5.2(a) the analysis revealed that ‘Achievers’ the largest 57.2% (267)are users of
popular brands of shampoo in Hyderabad. To conclude it may be said that 70.9% (331) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 15.8%
(74) and economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that ‘Achievers’ has no influence on purchase decision of shampoo as large user
331 out of 467 use popular brands. This finds a support from ‘p’ value (.952) at 95% level of significance
for 4 df.
Table: 5.5.2(b)
Achievers and Shampoo: Mumbai
Achievement
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Strongly Disagree 11.% (5) 5.8% (26) 0.4% (2) 7.4% (33)
Disagree 9.4% (42) 24.6% (110) 2.7% (12) 36.7% (164)
Agree 11.2% (50) 23.7% (106) 4% (18) 38.9% (174)
Strongly Agree 5.8% (26) 10.1% (45) 1.1% (5) 17% (76)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
On a closer examination of table 5.5.2(b) the analysis indicated that ‘Achievers’ are the largest users of
popular brands of shampoo in Hyderabad. To conclude it may be said that 64.2% (287) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 27.5%
(123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that ‘Achievers’ has no influence on the brands of shampoos as 287 out of 447 use popular
brands. This finds a support from ‘p’ value (.338) at 95% level of significance for 4 df.
On a comparative note it is inferred that popular brands of shampoos are used in Hyderabad 70.9% and
in Mumbai 64.2% but with a slight of difference in number of users. It is inferred that there is no
influence of ‘Achievers’ on the purchase decision of different categories of shampoo in
Hyderabad as ‘p’ value is (.952) brands as well as Mumbai as ‘p’ value is (.338).
Table: 5.5.3(a)
Self Expressers and Shampoo: Hyderabad
Self Expressers
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Strongly Disagree 0 0.2% (1) 0 0.2% (1)
Disagree 1.7% (8) 14.6% (68) 1.3% (6) 17.6% (82)
Agree 7.9% (37) 31.9% (149) 8.4% (39) 48.2% (225)
Strongly Agree 6.2% (29) 24.2% (113) 3.6% (17) 34% (159)
Total 15.8%(74) 70.9%(331) 13.3% (62) 100% (467)
Source: Primary Data
From analysis of table 5.5.3(a) it is observed that ‘Self Expressers’ 31.9% (149) the largest are users of
popular brands of shampoo in Hyderabad. To conclude it may be said that 70.9% (331) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 15.8%
(74) and economy brands of shampoos 13.3% (62) in Hyderabad.
In total it may be said that ‘Self Expressers’ has no influence on purchase decision of shampoo as large
user 331 out of 467 use popular brands. This finds a support from ‘p’ value (.196) at 95% level of
significance for 4 df.
Table: 5.5.3(b)
Self Expressers and Shampoo: Mumbai
Self expression
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Disagree 1.1% (5) 1.3% (6) 0.2% (1) 2.7% (12)
Agree 16.8% (75) 43.8% (196) 6.5% (29) 67.1% (300)
Strongly Agree 9.6% (43) 19% (85) 1.6% (7) 30.2% (135)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
On a closer examination of table 5.5.3(b) the analysis indicated that ‘Self Expressers’ are the largest
users of popular brands of shampoo in Hyderabad. To conclude it may be said that 64.2% (287) of the
respondents use popular brands of shampoos, followed by users of premium brands of shampoos 27.5%
(123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that ‘Self Expressers’ has no influence on the brands of shampoos as 287 out of 447 use
popular brands. This finds a support from ‘p’ value (.751) at 95% level of significance for 4 df.
When compared it is inferred that popular brands of shampoos are used in Hyderabad 70.9% and in
Mumbai 64.2% but with a slight of difference in number of users. Hence, it is observed that there is no
influence of ‘Self Expressers’ on the purchase decision of different categories of shampoo in
Hyderabad as ‘p’ value is (.196) brands as well as Mumbai as ‘p’ value is (.751).
VALS and Henna
The analysis of VALs (‘Ideals’, ‘Achievers’ and ‘Self Expressers’) and their influence on the purchase
decision of henna in Hyderabad and Mumbai cities is presented below.
Table: 5.6.1(a)
Ideals and Henna: Hyderabad
Ideal Henna Brand Total
Popular Economy
Brands of
Henna
Brands of
Henna
Disagree 7.4% (14) 2.6% (5) 10.1% (19)
Agree 47.1% (89) 10.1% (19) 57.1% (108)
Strongly Agree 25.4% (48) 7.4% (14) 32.8% (62)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
From analysis of table 5.6.1(a) it is revealed that the ‘Ideals’ the largest 47.1% (89) are users of popular
brands of henna in Hyderabad. To conclude it may be said that 79.9% (151) of the respondents use
popular brands of henna, and followed by users of economy of henna 20.1% (38).
Finally, it may be inferred that there is no association between ‘Ideals’ and purchase decision of henna
as 151 out of 189 use popular brands. This finds a support from ‘p’ value (.572) at 95% level of
significance for 2 df.
Table: 5.6.1(b)
Ideals and Henna: Mumbai
Ideal
Henna Brand
TotalPopular Brands
of Henna
Economy Brands
of Henna
Disagree 4.7% (3) 6.3% (4) 10.9% (7)
Agree 21.9% (14) 37.5% (24) 59.4% (38)
Strongly Agree 9.4% (6) 20.3% (13) 29.7% (19)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
On analyzing table 5.6.1(b) it is suggested that ‘Ideals’ the largest 37.5% (24) use economy brands of
henna in Mumbai. In conclusion, it may be said that 64.1% (417) of the respondents se economy brands
of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In sum it may be said that purchase decision of henna brands is independent of ‘Ideals’ as 41 out of 64
use economy brands. This finds a support from ‘p’ value (.854) at 95% level of significance for 2 df,
hence; it is found that purchase decision of henna brands is not dependent on ‘Ideals.’
In inference when compared it is observed that popular brands of henna are used mostly 39.2% in
Hyderabad and where as in Mumbai economy brands of henna 42.2% are mostly used. Further, it is
inferred that there is a no significant influence of ‘Ideals’ on purchase decision of different
categories of henna brands in Hyderabad as ‘p’ value is (.572) and in Mumbai as ‘p’ value is (.854).
Table: 5.6.2(a)
Achievers and Henna: Hyderabad
Achievers
Henna Brand
TotalPopular Brands
of Henna
Economy Brands
of Henna
Disagree 3.2% (6) 0.5% (1) 3.7% (7)
Agree 60.3% (114) 16.4% (31) 76.7% (145)
Strongly Agree 16.4% (31) 3.2% (6) 19.6% (37)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
On analyzing table 5.6.2(a) it is revealed that the ‘Achievers’ the largest 60.3% (114) are users of popular
brands of henna in Hyderabad. To conclude it may be said that 79.9% (151) of the respondents use
popular brands of henna, and followed by users of economy of henna 20.1% (38).
In sum it may be inferred that there is no association between ‘Achievers’ and purchase decision of henna
as 151 out of 189 use popular brands. This finds a support from ‘p’ value (.642) at 95% level of
significance for 4 df.
Table: 5.6.2(b)
Achievers and Henna: Mumbai
Achievers
Henna Brand
TotalPopular Brands
of Henna
Economy
Brands of Henna
Strongly Disagree 7.8% (5) 12.5% (8) 20.3% (13)
Disagree 9.4% (6) 26.6% (17) 35.9% (23)
Agree 17.2% (11) 21.9% (14) 39.1% (25)
Strongly Agree 1.6% (1) 3.1% (2) 4.7% (3)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
On analyzing table 5.6.1(b) it is suggested that ‘Achievers’ the largest 26.6% (17) use economy brands
of henna in Mumbai. In conclusion, it may be said that 64.1% (417) of the respondents use economy
brands of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In sum it may be said that purchase decision of henna brands is independent of ‘Achievers’ 41 out of 64
use economy brands. This finds a support from ‘p’ value (.632) at 95% level of significance for 4 df,
hence; it is found that purchase decision of henna brands is not dependent on informational sources.
In conclusion it is observed that popular brands of henna are used mostly 39.2% in Hyderabad and where
as in Mumbai economy brands of henna 42.2% are mostly used. Further, it is inferred that there is a
no significant influence of ‘Achievers’ on purchase decision of different categories of henna
brands in Hyderabad as ‘p’ value is (.642) and in Mumbai as ‘p’ value is (.632).
Table: 5.6.3(a)
Self Expressers and Henna: Hyderabad
Self Expressers
Henna Brand
TotalPopular
Brands of
Henna
Economy
Brands of
Henna
Disagree 13.8% (26) 1.1% (2) 14.8% (28)
Agree 38.1% (72) 10.1% (19) 48.1% (91)
Strongly Agree 28% (53) 9% (17) 37% (70)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
From analysis of table 5.6.3(a) it is revealed that the ‘Self Expressers’ the largest 38.1% (72) are users of
popular brands of henna in Hyderabad. To conclude it may be said that 79.9% (151) of the respondents
use popular brands of henna, and followed by users of economy of henna 20.1% (38).
Finally, it may be inferred that there is no association between ‘Self Expressers’ and purchase decision of
henna as 151 out of 189 use popular brands. This finds a support from ‘p’ value (.155) at 95% level of
significance for 2 df.
Table: 5.6.3(b)
Self Expressers and Henna: Mumbai
Self Expression Henna Brand Total
Popular Brands
of Henna
Economy
Brands of
Henna
Disagree 4.7% (3) 0 4.7% (3)
Agree 21.9% (14) 40.6% (26) 62.5% (40)
Strongly Agree 9.4% (6) 23.4% (15) 32.8% (21)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
On analyzing table 5.6.1(b) it is suggested that ‘Self Expressers’ the largest 40.6% (26) use popular
brands of henna in Mumbai. In conclusion, it may be said that 64.1% (417) of the respondents use
economy brands of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In sum it may be said that purchase decision of henna brands is independent of ‘Self Expressers’ as 41
out of 64 use economy brands. This finds a support from ‘p’ value (.053) at 95% level of significance for 4
df, hence; it is found that purchase decision of henna brands is not dependent on ‘Self Expressers.’
In inference when compared it is observed that popular brands of henna are used mostly 39.2% in
Hyderabad and where as in Mumbai economy brands of henna 42.2% are mostly used. Further, it is
inferred that there is a no significant influence of ‘Self Expressers’ on purchase decision of
different categories of henna brands in Hyderabad as ‘p’ value is (.155) and in Mumbai as ‘p’ value
is (.053).
VALS and Hair Oil
The analysis of VALs and their influence on the purchase decision of hair oil is presented below.
Table: 5.7.1(a)
Ideals and Hair Oil: Hyderabad
Ideal Hair Oil Brand Total
Premium
Brands of
Popular
Brands of
Economy
Brands of
Hair Oil Hair Oil Hair Oil
Disagree 0 6.1% (28) 0.7% (3) 6.8% (31)
Agree 1.1% (5) 43.4% (199) 7% (32) 51.4% (236)
Strongly Agree 3.3% (15) 35.7% (164) 2.8% (13) 41.8% (192)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
An analysis of table 5.7.1(a) demonstrates that hair oil ‘Ideals’ the largest 43.4% (199) use popular brands
of hair oil in Hyderabad. To sum up it may be said that 85.4% (391) of the respondents use popular
brands of hair oil, followed by users of economy brands of hair oil 10.5% (48) and 4.1% (19) use premium
brands of hair oil in Hyderabad.
In total it may be said that there is no association between ‘Ideals’ and purchase decision of hair oil as
85.4% use popular brands. However, the ‘p’ value (.007) at 95% level of significance for 4 df indicates
that there is a significant association between ‘Ideals’ and purchase decision of hair oil.
Table: 5.7.1(b)
Ideals and Hair Oil: Mumbai
Ideal
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Disagree 1.1% (5) 2.7% (12) 0.5% (2) 4.3% (19)
Agree 5% (22) 68.4% (303) 2.9% (13) 76.3% (338)
Strongly Agree 0.9% (4) 18.5% (82) 0 19.4% (86)
Total 7% (31) 89.6% (397) 3.4% (15) 100% (443)
Source: Primary Data
From analysis of table 5.7.1(b) it is observed that ‘Ideals’ the largest 68.4% (303) are user of popular
brands of hair oil. To conclude it may be said that 89.6% (396) of the respondents use popular brands of
hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in Mumbai.
In total it may be said that there is no significant association between ‘Ideals’ and purchase decision of
hair oil as 396 out of 442 use popular brands. However, from ‘p’ value (.001) at 95% level of significance
for 4 df it is indicated that there is significant association between ‘Ideals’ and purchase decision of hair
oil
In comparison between Hyderabad and Mumbai it is inferred that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that ‘Ideals’ influences purchase decision of different categories of hair oil brands in Hyderabad
as ‘p’ value is (.007) as well as in Mumbai also as ‘p’ value is (.001).
Table: 5.7.2(a)
Achievers and Hair Oil: Hyderabad
Achievers
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Premium
Brands of Hair
Oil
Economy
Brands of
Hair Oil
Disagree 0.4% (2) 2.8% (13) 0 3.3% (15)
Agree 3.1% (14) 67.3% (309) 9.6% (44) 80% (367)
Strongly Agree 0.9% (4) 15% (69) 0.9% (4) 16.8% (77)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (459)
Source: Primary Data
An analysis of table 5.7.2(a) demonstrates that hair oil ‘Achievers’ the largest 67.3% (309) use popular
brands of hair oil in Hyderabad. To sum up it may be said that 85.4% (391) of the respondents use
popular brands of hair oil, followed by users of economy brands of hair oil 10.5% (48) and 4.1% (19) use
premium brands of hair oil in Hyderabad.
In total it may be said that there is no association between ‘Achievers’ and purchase decision of hair oil as
85.4% use popular brands. This finds a support from ‘p’ value (.099) at 95% level of significance for 4 df.
Table: 5.7.2(b)
Achievers and Hair Oil: Mumbai
Achievers
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Strongly Disagree 0 7.4% (33) 0 7.4% (33)
Disagree 1.1% (5) 35.7% (158) 0 36.8% (163)
Agree 5% (22) 31.4% (139) 2.7% (2) 39.1% (173)
Strongly Agree 0.9% (4) 15.1% (67) 0.7% (3) 16.7% (74)
Total 7% (31) 89.6% (397) 3.4% (15) 100% (443)
Source: Primary Data
From analysis of table 5.7.2(b) it is observed that ‘Achievers’ the largest 35.7% (158) are user of popular
brands of hair oil. To conclude it may be said that 89.6% (396) of the respondents use popular brands of
hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in Mumbai.
In total it may be said that there is no significant association between ‘Achievers’ and purchase decision
of hair oil as 396 out of 442 use popular brands. However, from ‘p’ value (.000) at 95% level of
significance for 4 df it is indicated that there is significant association between ‘Achievers’ and purchase
decision of hair oil.
In comparison between Hyderabad and Mumbai it is inferred that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that ‘Achievers’ have no influence on purchase decision of different categories of hair oil brands
in Hyderabad as ‘p’ value is (.099), however it is inferred that ‘Achievers’ influences purchase
decision of different categories of hair oil brands in Mumbai as ‘p’ value is (.000).
Table: 5.7.3(a)
Self Expressers and Hair Oil: Hyderabad
Self Expressers
Hair Oil Brand
TotalPremium
Brands of Hair
Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Strongly Disagree 0 0.2% (1) 0 0.2% (1)
Disagree 0.2% (1) 15.5% (71) 1.7% (8) 17.4% (80)
Agree 2.6% (12) 40.1% (184) 5% (23) 47.7% (219)
Strongly Agree 1.5% (7) 29.4% (135) 3.7% (17) 34.6% (159)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (459)
Source: Primary Data
An analysis of table 5.7.3(a) demonstrates that hair oil ‘Self Expressers’ the largest 40.1% (184) use
popular brands of hair oil in Hyderabad. To sum up it may be said that 85.4% (391) of the respondents
use popular brands of hair oil, followed by users of economy brands of hair oil 10.5% (48) and 4.1% (19)
use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association between ‘Self Expressers’ and purchase decision of hair
oil as 85.4% use popular brands. This finds a support from ‘p’ value (.838) at 95% level of significance for
4 df.
Table: 5.7.3(b)
Self Expressers and Hair Oil: Mumbai
Self Expression
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Disagree 0 2.5% (11) 0 2.5% (11)
Agree 5.9% (26) 59.1% (262) 2.5% (11) 67.5% (299)
Strongly Agree 1.1% (5) 28% (124) 0.9% (4) 30% (133)
Total 7% (31) 89.6% (397) 3.4% (15) 100% (443)
Source: Primary Data
From analysis of table 5.7.3(b) it is observed that ‘Self Expressers’ the largest 59.1% (262) are user of
popular brands of hair oil. To conclude it may be said that 89.6% (396) of the respondents use popular
brands of hair oil, followed by 7% (31) use premium brands and 3.4% use economy brands in Mumbai.
It may be said that there is no significant association between ‘Self Expressers’ and purchase decision of
hair oil as 396 out of 442 use popular brands. However, from ‘p’ value (.292) at 95% level of significance
for 4 df it is indicated that there is significant association between ‘Self Expressers’ and purchase decision
of hair oil
In comparison between Hyderabad and Mumbai it is inferred that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Further, it is found
that ‘Self Expressers’ influences purchase decision of different categories of hair oil brands in
Hyderabad as ‘p’ value is (.838) as well as in Mumbai also as ‘p’ value is (.292).
VALS and Kajal
From the data obtained a detailed analysis was conducted to find the association between of VALs
(Ideals) and the purchase decision of Kajal in the cities of Hyderabad and Mumbai. The same is
presented below
Table: 5.8.1(a)
Ideals and Kajal: Hyderabad
Kajal Brand
TotalIdeal
Popular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Disagree 5.5% (15) 4.4% (12) 0.7% (2) 10.6% (29)
Agree 11.3% (31) 37.2% (102) 2.2% (6) 50.7% (139)
Strongly Agree 11.7% (32) 25.2% (69) 1.8% (5) 38.7% (106)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
From analysis of table 5.8.1(a) it is observed that ‘Ideals’ the largest 37.2% (102) use premium brands of
kajal. To sum up it may be said that 66.8% (183) of the respondents use premium brands of kajal brands,
followed by 38.5% (78) use popular brands and 4.7% (13) use economy brands.
To conclude it may be said that there is no association between ‘Ideals’ and purchase decision of different
categories of kajal brands as 183 out of 274 use premium brands. However, ‘p’ value (.021) at 95% level
of significance for 4 df indicates that there is association between ‘Ideals’ and purchase decision of
different categories of kajal brands.
Table: 5.8.1(b)
Ideals and Kajal: Mumbai
Ideal Kajal Brand Total
Popular
Brands of
Premium
Brands of
Economy
Brands of
Kajal Kajal Kajal
Disagree 0.8% (2) 0.4% (1) 1.2% (3) 2.5% (6)
Agree 49.6% (121) 10.2% (25) 16.4% (40) 76.2% (186)
Strongly Agree 13.1% (32) 4.1% (10) 4.1% (10) 21.3% (52)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On a closer analysis of table 5.8.1(b) it is revealed that ‘Ideals’ the largest 49.6% (121) use popular
brands of kajal. In sum it may be said that 63.5% (155) of the respondents use popular brands of kajal,
followed by 21.7% use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that ‘Ideals’ is not influencing the purchase decision of kajal brands as 155 out
of 244 use popular brands. This finds a support from ‘p’ value (.372) at 95% level of significance for 4 df.
In conclusion from analysis of Hyderabad and Mumbai it is indicated that 66.8% use premium brands of
kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of kajal. Further, it is
found that there is a significant influence of ‘Ideals’ on the purchase decision of different
categories of kajal brands in Hyderabad as ‘p’ value is (.021) However, it is inferred that there is no
a significant influence of ‘Ideals’ on the purchase decision of different categories of kajal brands
Mumbai as ‘p’ value is (.372).
Table: 5.8.2(a)
Achievers and Kajal: Hyderabad
Achievers
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Disagree 1.5% (4) 1.8% (5) 0 3.3% (9)
Agree 21.9% (60) 55.5% (152) 2.6% (7) 79.9% (219)
Strongly Agree 5.1% (14) 9.5% (26) 2.2% (6) 16.8% (46)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
From analysis of table 5.8.2(a) it is observed that ‘Achievers’ the largest 55.5% (152) use premium brands
of kajal. To sum up it may be said that 66.8% (183) of the respondents use premium brands of kajal
brands, followed by 38.5% (78) use popular brands and 4.7% (13) use economy brands.
To conclude it may be said that there is no association between ‘Achievers’ and purchase decision of
different categories of kajal brands as 183 out of 274 use premium brands. However, ‘p’ value (.036) at
95% level of significance for 4 df indicates that there is association between ‘Achievers’ and purchase
decision of different categories of kajal brands.
Table: 5.8.2(b)
Achievers and Kajal: Mumbai
Achievers
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Strongly Disagree 4.1% (10) 2.5% (6) 0 6.6% (16)
Disagree 19.7% (48) 8.6% (21) 9% (22) 37.3% (91)
Agree 26.2% (64) 3.3% (8) 6.1% (15) 35.7% (87)
Strongly Agree 13.5% (33) 0.4% (1) 6.6% (16) 20.5% (50)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On a closer analysis of table 5.8.2(b) it is revealed that ‘Achievers’ the largest 26.2% (64) use popular
brands of hair oil. In sum it may be said that 63.5% (155) of the respondents use popular brands of kajal,
followed by 21.7% use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion it may be said that ‘Achievers’ is not influencing the purchase decision of kajal brands as
155 out of 244 use popular brands. However, from ‘p’ value (.000) at 95% level of significance for 6 df it is
indicated that ‘Achievers’ influences the purchase decision of kajal brands.
In conclusion from analysis of Hyderabad and Mumbai it is indicated that 66.8% use premium brands of
kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of kajal. Further, it is
found that there is a significant influence of ‘Achievers’ on the purchase decision of different
categories of kajal brands in Hyderabad as ‘p’ value is (.036) as well as in Mumbai as ‘p’ value is
(.000).
Table: 5.8.3(a)
Self Expressers and Kajal: Hyderabad
Self Expressers
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Disagree 2.6% (7) 10.2% (28) 0.4% (1) 13.1% (36)
Agree 12.4% (34) 32.8% (90) 2.2% (6) 47.4% (130)
Strongly Agree 13.5% (37) 23.7% (65) 2.2% (6) 39.4% (108)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
From analysis of table 5.8.1(a) it is observed that ‘Self Expressers’ the largest 32.8% (90) use premium
brands of kajal. To sum up it may be said that 66.8% (183) of the respondents use premium brands of
kajal brands, followed by 38.5% (78) use popular brands and 4.7% (13) use economy brands.
To conclude it may be said that there is no association between ‘Self Expressers’ and purchase decision
of different categories of kajal brands as 183 out of 274 use premium brands. This finds a support from ‘p’
value (.953) at 95% level of significance for 4 df.
Table: 5.8.3(b)
Self Expressers and Kajal: Mumbai
Self Expression
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Disagree 1.2% (3) 0 0 1.2% (3)
Agree 32.4% (79) 13.9% (34) 14.3% (35) 60.7% (148)
Strongly Agree 29.9% (73) 0.8% (2) 7.4% (18) 38.1% (93)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On a closer analysis of table 5.8.1(a) it is revealed that ‘Self Expressers’ the largest 49.6% (121) use
popular brands of hair oil. In sum it may be said that 63.5% (155) of the respondents use popular brands
of kajal, followed by 21.7% use economy brands and 14.8% (36) use premium brands in Mumbai.
In conclusion may be said that ‘Self Expressers’ is not influencing the purchase decision of kajal brands
as 155 out of 244 use popular brands. This finds a support from ‘p’ value (.372) at 95% level of
significance for 4 df.
In conclusion from analysis of Hyderabad and Mumbai it is indicated that 66.8% use premium brands of
kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of kajal. Further, it is
inferred that there is a significant influence of ‘Self Expressers’ on the purchase decision of
different categories of kajal brands in Hyderabad as ‘p’ value is (.953) as well as Mumbai as ‘p’
value is (.953).
VALS and Eye Liner
The analysis of VALs (‘Ideals’, ‘Achievers’ and ‘Self Expressers’) and their influence on the purchase
decision of eye liner is presented below.
Table: 5.9.1(a)
Ideals and Eye Liner: Hyderabad
Ideal
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular Brands of
Eye Liners
Disagree 0 7.6% (15) 7.6% (15)
Agree 9.6% (19) 42.9% (85) 52.5% (104)
Strongly Agree 6.6% (13) 33.3% (66) 39.9% (79)
Total 16.2% (32) 83.8% (166) 100% (198)
Source: Primary Data
An analysis of table 5.9.1(a) demonstrates that ‘Ideals’ the largest 42.9% (85) use popular brands of eye
liner. To sum up it may be said that 83.8% (166) of the respondents use popular brands of eye liners and
followed by 16% (32) user of premium brands in Hyderabad.
In conclusion it may be said that ‘Ideals’ factors has no influence on purchase decision of eye liner brands
as 168 out of 200 use popular brands. This finds a support from ‘p’ value (.198) at 95% level of
significance for 4 df.
Table: 5.9.1(b)
Ideals and Eye Liner: Mumbai
Ideal Eye Liner Brand Total
Premium Brands
of Eye Liners
Popular Brands
of Eye Liners
Disagree 0 1.7% (4) 1.7% (4)
Agree 7.4% (18) 69.8% (169) 77.3% (187)
Strongly Agree 2.5% (6) 18.6% (45) 21.1% (51)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
From a closer examination of table 5.9.1(b) it is suggested that ‘Ideals’ the largest 69.8% (169) use
popular brands of eye liner. In conclusion it may be said that 90.1% (218) of the respondents use popular
brands of eye liners, followed by 9.9% (24) using premium brands in Mumbai.
To sum up it may be said that there is no association between ‘Ideals’ and purchase decision of eye liner
brands as 218 out of 242 use popular brands. This finds a support in ‘p’ value (.721) at 95% level of
significance for 4 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
inferred that there is no association between ‘Ideals’ and the purchase decision of different
categories of eye liner brands in Hyderabad as ‘p’ value is (.198), as well as in Mumbai as ‘p’ value
is (.721).
Table: 5.9.2(a)
Achievers and Eye Liner: Hyderabad
Achievers
Eye Liner Brand
TotalPremium
Brands of Eye
Liners
Popular Brands
of Eye Liners
Disagree 0.5% (1) 3.5% (7) 4% (8)
Agree 12.6% (25) 65.7% (130) 78.3% (155)
Strongly Agree 3% (6) 14.6% (29) 17.7% (35)
Total 16.2% (32) 83.8% (166) 100% (198)
Source: Primary Data
On analyzing table 5.9.2(a) it is observed that ‘Achievers’ the largest 65.7% (130) use popular brands of
eye liner. To sum up it may be said that 83.8% (166) of the respondents use popular brands of eye liners
and followed by 16% (32) user of premium brands in Hyderabad.
In conclusion it may be said that ‘Achievers’ factors has no influence on purchase decision of eye liner
brands as 168 out of 200 use popular brands. This finds a support from ‘p’ value (.949) at 95% level of
significance for 4 df.
Table: 5.9.2(b)
Achievers and Eye Liner: Mumbai
Achievers
Eye Liner Brand
TotalPremium Brands of
Eye Liners
Popular Brands
of Eye Liners
Strongly Disagree 1.2% (3) 2.5% (6) 3.7% (9)
Disagree 2.5% (6) 28.5% (69) 31% (75)
Agree 4.1% (10) 43.8% (106) 47.9% (116)
Strongly Agree 4.1% (5) 15.3% (37) 17.4% (42)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
From a closer examination of table 5.9.2(b) it is suggested that ‘Achievers’ the largest 43.8% (106) use
popular brands of eye liner. In conclusion it may be said that 90.1% (218) of the respondents use popular
brands of eye liners, followed by 9.9% (24) using premium brands in Mumbai.
To sum up it may be said that there is no association between ‘Achievers’ and purchase decision of eye
liner brands as 218 out of 242 use popular brands. This finds a support in ‘p’ value (.101) at 95% level of
significance for 4 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 83.8% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
inferred that there is no association between ‘Achievers’ and the purchase decision of different
categories of eye liner brands in Hyderabad as ‘p’ value is (.949), as well as in Mumbai as ‘p’ value
is (.721).
Table: 5.9.3(a)
Self Expressers and Eye Liner: Hyderabad
Self Expressers
Eye Liner Brand
TotalPremium
Brands of Eye
Liners
Popular
Brands of Eye
Liners
Strongly Disagree 0.5% (1) 0 0.5% (1)
Disagree 2% (4) 12.6% (25) 14.6% (29)
Agree 7.6% (15) 37.9% (75) 45.5% (90)
Strongly Agree 6.1% (12) 33.3% (66) 39.4% (78)
Total 16.2% (32) 83.8% (166) 100% (198)
Source: Primary Data
An analysis of table 5.9.1(a) demonstrates that ‘Self Expressers’ the largest 37.9% (75) use popular
brands of eye liner. To sum up it may be said that 83.8% (166) of the respondents use popular brands of
eye liners and followed by 16% (32) user of premium brands in Hyderabad.
In conclusion it may be said that ‘Self Expressers’ factors has no influence on purchase decision of eye
liner brands as 168 out of 200 use popular brands. This finds a support from ‘p’ value (.147) at 95% level
of significance for 3 df.
Table: 5.9.3(b)
Self Expressers and Eye Liner: Mumbai
Self Expression
Eye Liner Brand
TotalPremium
Brands of
Eye Liners
Popular Brands
of Eye Liners
Disagree 0 3.3% (8) 3.3% (8)
Agree 7.9% (19) 50.4% (122) 58.3% (141)
Strongly Agree 2.1% (5) 36.4% (88) 38.4% (93)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
From a closer examination of table 5.9.1(b) it is suggested that ‘Self Expressers’ the largest 69.8% (169)
use popular brands of eye liner. In conclusion it may be said that 90.1% (218) of the respondents use
popular brands of eye liners, followed by 9.9% (24) using premium brands in Mumbai.
To sum up it may be said that there is no association between ‘Self Expressers’ and purchase decision of
eye liner brands as 218 out of 242 use popular brands. This finds a support in ‘p’ value (.081) at 95%
level of significance for 4 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 83.8% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
inferred that there is no association between ‘Self Expressers’ and the purchase decision of
different categories of eye liner brands in Hyderabad as ‘p’ value is (.147), as well as in Mumbai as
‘p’ value is (.081).
VALS and Nail Paint
The detailed analysis of VALs and its influence on the purchase decision of nail paint with reference to
Hyderabad and Mumbai cities is presented below.
Table: 5.10.1(a)
Ideals and Nail Paint: Hyderabad
Ideal
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Disagree 0.6% (2) 4.2% (13) 1.9% (6) 6.8% (21)
Agree 12% (37) 19.1% (59) 21% (65) 52.1% (161)
Strongly Agree 5.8% (18) 15.5% (48) 19.7% (61) 41.1% (127)
Total 18.4% (57) 38.8% (120) 42.7% (132) 100% (309)
Source: Primary Data
An understanding of table 5.10.1(a) demonstrates that ‘Ideals’ are the largest 21% (65) using lower end
brands in Hyderabad. To sum it is said that 42.7% (132) use lower end brands of nail paint and 18.4%
use upper end and 38.8% use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Ideals’ on purchase decision of nail paint as
132 out of 309 use lower end brands of nail paints. This is finds a support from ‘p’ value (.059) at 95%
level of significance for 4 df.
Table: 5.10.1(b)
Ideals and Nail Paint: Mumbai
Ideal
Nail Paint Brand
TotalUpper End
Brands of
Nail Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of
Nail Paint
Disagree 0.3% (1) 2.2% (8) 0 2.5% (9)
Agree 11.4% (42) 55% (202) 11.7% (43) 78.2% (287)
Strongly Agree 2.2% (8) 11.2% (41) 6% (22) 19.3% (71)
Total 13.9% (51) 68.4% (251) 17.7% (65) 100% (367)
Source: Primary Data
From analysis of table 5.10.1(b) it is found that ‘Ideals’ the largest 55% (202) are users of middle end
brands of nail paint. To sum it is said that 68.4% (251) use middle end brands, 17.5% (65) use lower end
brands of nail paint and 13.9% (51) use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Ideals’ on purchase decision of nail paint as
251 out of 371 use lower end brands of nail paints. However, ‘p’ value (.015) at 95% level of significance
for 4 df reveals that there is a significant influence of informational sources on purchase decision of nail
paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 68.4% the number of users do differ in both the cities. Further, it is
inferred that there is no significant association between ‘Ideals’ and purchase decision of different
categories of nail paint brands in Hyderabad as the ‘p’ value is (.059). It is also found that there is
a significant association of ‘Ideals’ factors and purchase decision of different categories of nail
paint brands in Mumbai as ‘p’ value is (.015).
Table: 5.10.2(a)
Achievers and Nail Paint: Hyderabad
Achievers
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of Nail
Paint
Disagree 1.9% (6) 0.6% (2) 0.3% (1) 2.9% (9)
Agree 13.3% (41) 30.4% (94) 34.3% (106) 78% (241)
Strongly Agree 3.2% (10) 7.8% (24) 8.1% (25) 19.1% (59)
Total 18.4% (57) 38.8% (120) 42.7% (132) 100% (309)
Source: Primary Data
From analysis of table 5.10.2(a) it is revealed that ‘Achievers’ are the largest 34.3% (106) using lower end
brands in Hyderabad. To sum it is said that 42.7% (132) use lower end brands of nail paint and 18.4%
use upper end and 38.8% use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Achievers’ on purchase decision of nail paint
as 132 out of 309 use lower end brands of nail paints. However, from ‘p’ value (.006) at 95% level of
significance for 4 df it is indicated that there is no significant influence of ‘Achievers’ on purchase decision
of nail paint.
Table: 5.10.2(b)
Achievers and Nail Paint: Mumbai
Achievers Nail Paint Brand Total
Upper End
Brands of
Middle end
Brands of
Lower End
Brands of
Nail Paint Nail Paint Nail Paint
Strongly Disagree 3.5% (13) 1.9% (7) 1.6% (6) 7.1% (26)
Disagree 3.3% (12) 25.6% (94) 7.1% (26) 36% (132)
Agree 3.5% (13) 31.3% (115) 4.1% (15) 39% (143)
Strongly Agree 3.5% (13) 9.5% (35) 4.9% (18) 18% (66)
Total 13.9% (51) 68.4% (251) 17.7% (65) 100% (367)
Source: Primary Data
From analysis of table 5.10.2(b) it is found that ‘Achievers’ the largest 31.3% (115) are users of middle
end brands of nail paint. To sum it is said that 68.4% (251) use middle end brands, 17.7% (65) use lower
end brands of nail paint and 13.9% (51) use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Achievers’ on purchase decision of nail paint
as 251 out of 371 use lower end brands of nail paints. However, ‘p’ value (.000) at 95% level of
significance for 4 df reveals that there is a significant influence of informational sources on purchase
decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 68.4% the number of users do differ in both the cities. Further, it is
inferred that there is significant association between ‘Achievers’ and purchase decision of
different categories of nail paint brands in Hyderabad as the ‘p’ value is (.006) as well as Mumbai
as ‘p’ value is (.015).
Table: 5.10.3(a)
Self Expressers and Nail Paint: Hyderabad
Self Expressers
Nail Paint Brand
TotalUpper End
Brands of
Nail Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Disagree 3.2% (10) 5.5% (17) 5.2% (16) 13.9% (43)
Agree 8.1% (25) 17.2% (53) 22.3% (69) 47.6% (147)
Strongly Agree 7.1% (22) 16.2% (50) 15.2% (47) 38.5% (119)
Total 18.4% (57) 38.8% (120) 42.7% (132) 100% (309)
Source: Primary Data
A closer examination analysis of table 5.10.3(a) demonstrates that ‘Self Expressers’ are the largest 22.3%
(69) use lower end brands in Hyderabad. To sum it is said that 42.7% (132) use lower end brands of nail
paint and 18.4% use upper end and 38.8% use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Self Expressers’ on purchase decision of nail
paint as 132 out of 309 use lower end brands of nail paints. This is finds a support from ‘p’ value (.641) at
95% level of significance for 4 df.
Table: 5.10.3(b)
Self Expressers and Nail Paint: Mumbai
Self Expression
Nail Paint Brand
TotalUpper End
Brands of
Nail Paint
Middle end
Brands of
Nail Paint
Lower End
Brands of
Nail Paint
Disagree 0 2.2% (8) 0 2.2% (8)
Agree 7.9% (29) 46% (169) 9.8% (36) 63.8% (234)
Strongly Agree 6% (22) 20.2% (74) 7.9% (29) 34.1% (125)
Total 13.9% (51) 68.4% (251) 17.7% (65) 100% (367)
Source: Primary Data
From analysis of table 5.10.3(b) it is found that ‘Self Expressers’ the largest 46% (169) are users of
middle end brands of nail paint. To sum it is said that 68.4% (251) use middle end brands, 17.5% (65) use
lower end brands of nail paint and 13.9% (51) use upper end brands of nail paints.
While concluding it may be said that there is no influence of ‘Self Expressers’ on purchase decision of nail
paint as 251 out of 371 use lower end brands of nail paints. However, ‘p’ value (.037) at 95% level of
significance for 4 df reveals that there is a significant influence of informational sources on purchase
decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 68.4% the number of users do differ in both the cities. Further, it is
inferred that there is no significant association between ‘Self Expressers’ and purchase decision
of different categories of nail paint brands in Hyderabad as the ‘p’ value is (.641). It is also found
that there is a significant association of ‘Self Expressers’ factors and purchase decision of
different categories of nail paint brands in Mumbai as ‘p’ value is (.037).
VALs and Personal Care Products
In order to understand the association between informational factors and purchase decision relating to
personal care products it was hypothesized that ‘the purchase decision of personal care products is
independent of customers’ values and lifestyle (VALS)’, Hence; for further analysis the above hypothesis
is divided into
Ho: ‘Purchase decision of beauty soap is independent of Ideals,’
Ho: ‘Purchase decision of face wash is independent of Ideals,’
Ho: ‘Purchase decision of fairness creams is independent of Ideals,’
Ho: ‘Purchase decision of shampoo is independent of Ideals,’
Ho: ‘Purchase decision of henna is independent of Ideals,’
Ho: ‘Purchase decision of hair oil is independent of Ideals,’
Ho: ‘Purchase decision of kajal is independent of Ideals,’
Ho: ‘Purchase decision of eye liner is dependent of Ideals’ and
Ho: ‘Purchase decision of nail paint is independent Ideals’. The detailed analysis of the same is presented
below.
Table: 5.11.1
Ideals and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soaps is independent
of customers’ IdealsAccepted Rejected
H1: Purchase decision of personal care products is
dependent on customers’ Ideals
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ IdealsAccepted Accepted
H1: Purchase decision of face wash is dependent on
customers’ Ideals
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ IdealsAccepted Rejected
H1: Purchase decision of fairness creams is dependent
on customers’ Ideal
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ IdealsAccepted Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ Ideals
Henna
Ho: Purchase decision of henna is independent of
customers’ IdealsAccepted Accepted
H1: Purchase decision of henna is dependent on
customers’ Ideals
Hair oil Ho: Purchase decision of hair oil is independent of
customers’ Ideals
Rejected Rejected
H1: Purchase decision of hair oil is dependent on
customers’ Ideals
Kajal
Ho: Purchase decision of kajal is independent of
customers’ IdealsRejected Accepted
H1: Purchase decision of kajal is dependent on
customers’ Ideals
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ IdealsAccepted Accepted
H1: Purchase decision of eye liner is dependent on
customers’ Ideals
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ IdealsAccepted Rejected
H1: Purchase decision of nail paint is dependent on
customers’ Ideals
Source: Primary Data
A close analysis of table 5.11.1 reveals influence of values and lifestyle (VALS) on purchase of personal
care products in Hyderabad and Mumbai.
It is found that there is significant influence of ‘Ideals’ case of categories of hair oil and kajal in
Hyderabad. Therefore, the null hypothesis is not accepted since the purchase decision of personal care
products is dependent on ‘Ideals’. In other words VALS (‘Ideals’) influence the purchase decision of
different categories of personal care products i.e., hair oil, and kajal in Hyderabad. Further, it is found that
there is no significant influence of ‘Ideals’ in the purchase of beauty soaps, face wash, fairness creams,
shampoo, henna, eye liner and nail paint in Hyderabad. Therefore, the null hypothesis is accepted since
the purchase decision of personal care products is not dependent on ‘Ideals’. In other words VALs
(‘Ideals’) doesn’t play an important role in influencing the purchase of categories of personal care
products i.e., beauty soaps, face wash, Fairness creams, shampoo, henna, eye liner and nail paint in
Hyderabad.
It is found that there is significant influence of VALs (‘Ideals’) in case of categories of beauty soaps,
fairness creams, hair oil, and nail paint in Mumbai. Therefore, the null hypothesis is not accepted since
the purchase decision of personal care products is dependent on VALs ‘Ideals’. In other words VALS
influences in the purchase decision of different categories of personal care products i.e., beauty soaps,
fairness creams hair oil, and nail paint in Mumbai. Further, it is found that there is no significant influence
of VALs (‘Ideals’) in the purchase of face wash, shampoo, henna, kajal and eye liner in Mumbai.
Therefore, the null hypothesis is accepted since the purchase decision of personal care products is not
dependent on VALs (‘Ideals’). In other words VALs (‘Ideals’) doesn’t play an important role in influencing
the purchase of categories of personal care products i.e., face wash, shampoo, henna, kajal and eye liner
in Mumbai.
In order to understand the association between Ideals and purchase decision relating to personal care
products it was hypothesized that ‘the purchase decision of personal care products is independent of
customers’ values and lifestyle (VALS),’ Hence; for further analysis the above hypothesis is divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ Achievers,’
Ho: ‘Purchase decision of face wash is independent of customers’ Achievers,’
Ho: ‘Purchase decision of fairness creams is independent of customers’ Achievers,’
Ho: ‘Purchase decision of shampoo is independent of customers’ Achievers,’
Ho: ‘Purchase decision of henna is independent of customers’ Achievers,’
Ho: ‘Purchase decision of hair oil is independent of customers’ Achievers,’
Ho: ‘Purchase decision of kajal is independent of customers’ Achievers,’
Ho: ‘Purchase decision of eye liner is dependent on customers’ Achievers’ and
Ho: ‘Purchase decision of nail paint is independent of Achievers’. The detailed analysis of the same is
presented below.
Table: 5.11.2
Achievers and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of is independent of customers’
AchieversAccepted Rejected
H1: Purchase decision of personal care products is
dependent on customers’ Achievers
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ AchieversAccepted Rejected
H1: Purchase decision of face wash is dependent on
customers’ achievers
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ AchieversRejected Rejected
H1: Purchase decision of fairness creams is dependent
on customers’ Achievers
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ AchieversAccepted Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ Achievers
Henna
Ho: Purchase decision of henna is independent of
customers’ AchieversAccepted Accepted
H1: Purchase decision of henna is dependent on
customers’ Achievers
Hair oil Ho: Purchase decision of hair oil is independent of
customers’ Achievers
Accepted Rejected
H1: Purchase decision of hair oil is dependent on
customers’ Achievers
Kajal
Ho: Purchase decision of kajal is independent of
customers’ AchieversRejected Rejected
H1: Purchase decision of kajal is dependent on
customers’ Achievers
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ AchieversAccepted Accepted
H1: Purchase decision of eye liner is dependent on
customers’ Achievers
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ AchieversRejected Rejected
H1: Purchase decision of nail paint is dependent on
customers’ Achievers
Source: Primary Data
A close analysis of table 5.11.2 reveals influence of values and lifestyle (VALS) on purchase of personal
care products in Hyderabad and Mumbai.
It is found that there is significant influence of ‘Achievers’ on different categories of fairness cream, kajal
and nail paint in Hyderabad. Therefore, the null hypothesis is not accepted since the purchase decision of
personal care products is dependent on ‘Achievers’. In other words VALS (‘Achievers’) influence the
purchase decision of different categories of personal care products i.e., fairness cream, kajal and nail
paint in Hyderabad. Further, it is found that there is no significant influence of ‘Achievers’ in the purchase
of beauty soaps, face wash, shampoo, hair oil, henna, and eye liner in Hyderabad. Therefore, the null
hypothesis is accepted since the purchase decision of personal care products is not dependent on
‘Achievers’. In other words VALs (‘Achievers’) doesn’t play an important role in influencing the purchase
of categories of personal care products i.e., beauty soaps, face wash, shampoo, hair oil, henna, and eye
liner in Hyderabad.
It is found that there is significant influence of VALs (‘Achievers’) in case of categories of beauty soaps,
face wash, fairness creams, hair oil, kajal and nail paint in Mumbai. Therefore, the null hypothesis is not
accepted since the purchase decision of personal care products is dependent on VALs ‘Achievers’. In
other words VALS influences in the purchase decision of different categories of personal care products
i.e., beauty soaps, face wash, fairness creams, hair oil, kajal and nail paint in Mumbai. Further, it is found
that there is no significant influence of VALs (‘Achievers’) in the purchase of shampoo, henna, and eye
liner in Mumbai. Therefore, the null hypothesis is accepted since the purchase decision of personal care
products is not dependent on VALs (‘Achievers’. In other words VALs (‘Achievers’) doesn’t play an
important role in influencing the purchase of categories of personal care products i.e., shampoo, henna,
and eye liner in Mumbai.
In order to understand the association between Self Expressers and purchase decision relating to
personal care products it was hypothesized that ‘the purchase decision of personal care products is
independent of customers’ values and lifestyle (VALS),’ Hence; for further analysis the above hypothesis
is divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of face wash is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of fairness creams is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of shampoo is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of henna is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of hair oil is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of kajal is independent of customers’ Self Expressers,’
Ho: ‘Purchase decision of eye liner is dependent on customers’ Self Expressers’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ social factors’. The detailed analysis of
the same is presented below
Table: 5.11.3
Self Expressers and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of is independent of customers’
Self ExpressersAccepted Rejected
H1: Purchase decision of personal care products is
dependent on customers’ Self Expressers
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ Self ExpressersAccepted Rejected
H1: Purchase decision of face wash is dependent on
customers’ Self Expressers
Fairness Ho: Ho: Purchase decision of fairness creams is Accepted Accepted
Creams
independent of customers’ Self Expressers
H1: Purchase decision of fairness creams is dependent
on customers’ Self Expressers
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ Self ExpressersAccepted Accepted
H1: Ho: Purchase decision of shampoo is dependent
on customers’ Self Expressers
Henna
Ho: Purchase decision of henna is independent of
customers’ Self ExpressersAccepted Accepted
H1: Purchase decision of henna is dependent on
customers’ Self Expressers
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ Self ExpressersAccepted Accepted
H1: Purchase decision of hair oil is dependent on
customers’ Self Expressers
Kajal
Ho: Purchase decision of kajal is independent of
customers’ Self ExpressersAccepted Rejected
H1: Purchase decision of kajal is dependent on
customers’ Self Expressers
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ Self ExpressersAccepted Accepted
H1: Purchase decision of eye liner is dependent on
customers’ Self Expressers
Nail Paint Ho: Purchase decision of nail paint is independent of
customers’ Self Expressers
Accepted Rejected
H1: Purchase decision of nail paint is dependent on
customers’ Self Expressers
Source: Primary Data
A close analysis of table 5.11.3 reveals influence of values and lifestyle (VALS) on purchase of personal
care products in Hyderabad and Mumbai.
It is found that there is no significant influence of ‘Self Expressers’ in the purchase of beauty soaps, face
wash, fairness creams, shampoo, hair oil, henna, kajal, eye liner and nail paint in Hyderabad. Therefore,
the null hypothesis is accepted since the purchase decision of personal care products is not dependent
on ‘Self Expressers’. In other words VALs (‘Self Expressers’) doesn’t play an important role in influencing
the purchase of categories of personal care products i.e., beauty soaps, face wash, fairness creams,
shampoo, hair oil, henna, kajal eye liner and nail paint in Hyderabad.
It is found that there is significant influence of VALs (‘Self Expressers’) in case of categories of beauty
soaps, face wash, kajal and nail paint in Mumbai. Therefore, the null hypothesis is not accepted since the
purchase decision of personal care products is dependent on VALs ‘Self Expressers’. In other words
VALs influences in the purchase decision of different categories of personal care products i.e., beauty
soaps, face wash, kajal and nail paint in Mumbai. Further, it is found that there is no significant influence
of VALs (‘Self Expressers’) in the purchase of fairness creams, shampoo, henna, and hair oil and eye
liner in Mumbai. Therefore, the null hypothesis is accepted since the purchase decision of personal care
products is not dependent on VALs (‘Self Expressers’). In other words VALs (‘Self Expressers’) doesn’t
play an important role in influencing the purchase of categories of personal care products i.e., fairness
creams, shampoo, henna, hair oil and eye liner in Mumbai.
Conclusions
Based on analysis it may be concluded that three major VALS’ factors are identified namely:
‘Ideals’, “Achiever’, and ‘Self Expressers’. Ideals include two categories ‘Thinkers’ and ‘Believers’.
These individuals are guided in their choices by their beliefs and principles and not by feelings, desires
and events. ‘Achievers’ are heavily influenced by actions, approval and opinions of others. Under this type
of motivation along with ‘Innovators’ (attractive because they have abundant resources and they exhibit
all three primary motivations in varying degrees) the other three types are ‘Achievers’, ‘Strivers’ and
‘Survivors’.”Self Expresser’ desire physical and social activity, variety and risk taking. The types that could
be included are ‘Experiencers’ and ‘Makers’.
In conclusion it may be inferred that is significant influence of ‘Ideals’ on purchase decision of different
categories of hair oil and kajal in Hyderabad. However, it is found that there is no significant influence of
‘Ideals’ in the purchase of beauty soaps, face wash, fairness creams, shampoo, henna, eye liner and nail
paint in Hyderabad. It is observed that there is significant influence of VALs (‘Ideals’) in case of
categories of beauty soaps, fairness creams, hair oil, and nail paint in Mumbai. However, it is inferred that
there is no significant influence of VALs (‘Ideals’) in the purchase of face wash, shampoo, henna, kajal
and eye liner in Mumbai.
While concluding it is inferred that there is significant influence of ‘Achievers’ on different categories of
fairness cream, kajal and nail paint in Hyderabad. However, it is observed that there is no significant
influence of ‘Achievers’ in the purchase of beauty soaps, face wash, shampoo, hair oil, henna, and eye
liner in Hyderabad. Further, from analysis it is found that there is significant influence of VALs
(‘Achievers’) in on purchase decision of beauty soaps, face wash, fairness creams, hair oil, kajal and nail
paint in Mumbai. However, it is inferred that there is no significant influence of VALs (‘Achievers’) in the
purchase of shampoo, henna, and eye liner in Mumbai.
Finally it may be said that there is no significant influence of ‘Self Expressers’ in the purchase of beauty
soaps, face wash, fairness creams, shampoo, hair oil, henna, kajal eye liner and nail paint in Hyderabad.
It is found that there is significant influence of VALs (‘Self Expressers’) in case of categories of beauty
soaps, face wash, kajal and nail paint in Mumbai. However, it is inferred that there is no significant
influence of VALs (‘Self Expressers’) in the purchase of fairness creams, shampoo, henna, and hair oil
and eye liner in Mumbai.
Chapter six presents different sources of information which includes Advertising, Sales Promotion,
Personal Selling and Publicity. It is identified that advertising is the major source of influence in the
purchase decision of all the personal care products like beauty soaps, face wash, fairness creams,
shampoo, henna, hair oil, kajal, eye liner and nail paint in Hyderabad and Mumbai cities. The analysis of
informational factors influencing the purchase of personal care products is tabulated and presented in the
form of frequencies, averages and chi-square analysis.
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Haryy L.Davis, ‘Decision-making Within the Household,’ Journal of Consumer Research, (March 1976).
Jacob Jacoby, et al, ‘Brand Choice Behaviour as a Function of Information Acquistion Order,’Journal of Consumer Research, (June 1974).
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Pitts, Robert Jr. and Arch G. Woodside (1984), ‘Personal Values and Market Segmentation: Applying the Value Construct,’ Personal Values and Consumer Psychology, eds. Robert E. Pitts, Jr. and Arch G. Woodside, Lexington, MA: Lexington Books, pp. 55-67
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Wagner A.Kamakura and Jose Alfonso Mazzon, ‘Value Segmentation: A Model for the Measurement of Values and Value Systems,’ Journal of Consumer Research, (September 1991).
W.A.Kamakura and M.Wedel, ‘Life-Style Segmentation with Tailored Interviewing,’ Journal of Marketing Research, August 1995.
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SRI consulting Business Intelligence: http:// www.sric-bi.com/VALS/thinkers.shtml
Chapter VI
PERSONAL CARE PRODUCTS:
IMPACT OF INFORMATION
ON PURCHASE DECISION
Chapter Contents
Page
Information Factors and Beauty Soap
Information Factors and Face Wash
Information Factors and Fairness Cream
Information Factors and Shampoo
Information Factors and Henna
Information Factors and Hair Oil
Information Factors and Kajal
Information Factors and Eye Liner
Information Factors and Nail Paint
Information and Personal Care Category
Summary
Chapter VI
At the marketing communications level, Duncan and Moriarty note that all information (messages) should
be delivered and received on a platform of execution and strategic consistency in order to create coherent
perceptions among customers and other stakeholders. This requires the integration of the various
marketing communication’s messages and the functions of various promotional facilitators such as ad
agencies, public relations firms, sales promotion specialists, package design firms, direct-response
specialists, and interactive agencies. The informational influence is based on the desire to make informed
decisions and optimize the choice. Kelman (1961) suggested that an individual would accept an influence
that improves one’s knowledge and ability to cope with the environment.
The goal is to communicate with one voice, look, and image across all the marketing communications
functions and to identify and position the company and/or the brand in a consistent manner. Tarang
Vaish (2006) inferred that the most recalled brands were found to be Lakmé, Revlon, L'Oreal, Maybelline
and Garnier in Hyderabad. The advertisement recall was high for TV commercials as compared to print
ads. Many companies are realizing that communicating effectively with customers and other stakeholders
involves more than traditional marketing communications tools. Many marketers, as well as advertising
agencies, are embracing the IMC approach and adopting total communication solutions to create and
sustain relationships between companies or brands and their customers. Some academics and
practitioners have questioned whether the IMC movement is just another management fad. However, the
IMC approach is proving to be a permanent change that offers significant value to marketers in the rapidly
changing communications environment they are facing in the new millennium. Nandagopal.R &
Chinnaiyan.P (2003) observed that major source of brand awareness is the Word of Mouth followed by
advertisement.
Promotion has been defined as the coordination of all seller initiated efforts to set up channels of
information and persuasion in order to sell goods and services or promote an idea. While implicit
communication occurs through the various elements of the marketing mix, most of an organization’s
communications with the marketplace take place as part of a carefully planned and controlled promotional
program. The basic tools used to accomplish an organization’s communication objectives are often
referred to as the promotional mix. The promotional mix has included four elements: advertising, sales
promotion, publicity/public relations, and personal selling.
Information Factors and Beauty Soap
Like any other product the personal care products also use various communication tools to reach their
target audience. The various sources of information broadly available for communication are advertising
(Television, radio, newspaper, magazines, direct mail, internet, hoardings), sales promotion (trying free
samples, product display), publicity/public relations (consumer reports), and personal selling (retailers,
sales persons). An analyses was carried out to test association between information and purchase
decision beauty soap and the results are presented below.
Table: 6.1.1
Informational factors and Beauty Soap: Hyderabad
Beauty
Soap Information
Beauty Soap Brand
TotalPopular Brands
of Soaps
Premium Brands
of Soaps
Economy
Brands of
Soaps
Advertising 46.9% (219) 31.5% (147) 1.1% (5) 79.4% (371)
Sales Promotion 2.6% (12) 0.6% (3) 0.9% (4) 4.1% (19)
Publicity 4.1% (19) 1.9% (9) 0 6% (28)
Personal Selling 4.7% (22) 4.9% (23) 0.9% (4) 10.5% (49)
Total 58.2% (272) 39% (182) 2.8% (13) 100% (467)
From analysis of table 6.1.1 it is observed that the most influencing informational source is advertising
46.9% (219) in purchase of popular brands of soaps and as well as in purchase of premium brands of
soaps 31.5% (147) in Hyderabad. Contrastingly, it is found that economy brands of beauty soaps are not
influenced by publicity. In conclusion it may be said that 58.2% (272) of the respondents use popular
brands of beauty soaps, followed by users of premium brands of beauty soaps 39% (182) and economy
brands of beauty soaps are preferred by less number of respondents 2.8% (13) in Hyderabad.
In sum it may be said that informational sources has no influence on the brands of beauty soaps
purchased as most of the respondents 272 out of 467 use popular brands. However, from ‘p’ value (.000)
at 95% level of significance for 6 df it is indicated that there is a significant influence of informational
factors on purchase decision of categories of beauty soap brands.
(In the chi-square test, for a 95 percent confidence level, if the significance level is greater than or equal
to .05, it signifies that there is no association between the two variables and the if significance level is less
than .05, then it signifies that there is a significant relationship between the two variables.)
Table: 6.1.2
Informational factors and Beauty Soap: Mumbai
Beauty Soap
Information
Beauty Soap Brand
TotalPopular
Brands of
Soaps
Premium Brands
of Soaps
Economy
Brands of
Soaps
Advertising 46.8% (209) 33.3% (149) 5.1% (23) 85.2% (381)
Sales Promotion 2% (9) 0.2% (1) 0.7% (3) 2.9% (13)
Publicity 2.5% (11) 0.2% (1) 0 2.7% (12)
Personal selling 6.3% (28) 2% (9) 0.9% (4) 9.2% (41)
Total 57.5% (257) 35.8% (160) 6.7% (30) 100% (447)
Source: Primary Data
On closer examination of table 6.1.1 it is observed from analysis that the major source of information
influence is advertising 46.8% (209) in purchase of popular brands of soaps and as well as in purchase
of premium brands of soaps 33.3% (149). Contrastingly, it is found that economy brands of beauty soaps
are not influenced by publicity.in Mumbai. To conclude it may be said that 57.5% (257) of the respondents
use popular brands of beauty soaps, followed by users of premium brands of beauty soaps 35.8% (160)
and economy brands of beauty soaps 6.7% (30) in Mumbai.
In total even though it is found that informational sources has no influence on purchase of beauty soaps
as most of the respondents 257 out of 447 use popular brands, however, This finding is not supported by
‘p’ value (.003) at 95% level of significance for 6 df. Hence; it is said that there is a significant influence of
informational sources on the brands of beauty soaps purchased in Mumbai.
On a comparative note the analysis of table 6.1.1(a) and 6.1.1(b) indicates that most of the respondents
preferred using popular brands of beauty soaps, however there is a thin line of difference between the
analysis of both cities, 58.2% (272) of the respondents use popular brands of beauty soaps in Hyderabad
and 57.5% (257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is found
that there is a significant influence of informational sources on purchase decision of beauty soap
brands in Hyderabad as ‘p’ value is (.000) and in Mumbai as ‘p’ value is (.002).
Information and Face Wash
Like any other product the personal care products also use various communication tools to reach their
target audience. The communication tools used by the respondents to purchase face wash is compiled,
analysed and presented in the tables below.
Table: 6.2.1
Informational factors and Face Wash: Hyderabad
Face
Wash Information
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End Face
Wash Brands
Lower End
Face Wash
Brands
Advertising 11.% (29) 52.5% (137) 13.4% (35) 77% (201)
Sales Promotion 1.1% (3) 5% (13) 0 6.1% (16)
Publicity 0 5% (13) 0.4% (1) 11.5% (14)
Personal Selling 1.5% (4) 6.1% (16) 3.8% (10) 11.5% (30)
Total 13.8% (36) 68.6% (179) 17.6% (46) 100% (261)
Source: Primary Data
It is observed from analysis of table 6.2.1 hat the major source of information influence is advertising
52.5% (137) in purchase of middle end face wash brands, 13.4% (35) lower end, 11% (29) as well as in
purchase of upper end face wash brands Contrastingly, it is found that purchase of lower end face wash
brands is not influenced by sales promotion and similarly purchase of upper end face wash brands are
not influence by publicity. To sum up it may be said that 68.6% (179) of the respondents use middle end
face wash brands, followed by users of lower end face wash brands 17.6% (46) and upper end face wash
brands 13.8% (36) in Hyderabad.
In conclusion it may be said that informational sources has no influence on the brands of face wash as
most of the respondents 179 out of 261 use middle end face wash brands. This finds a support in ‘p’
value (.104) at 95% level of significance for 8 df,
Table: 6.2.2
Informational factors and Face Wash: Mumbai
Face Wash
Information
Face Wash Brand
TotalUpper End
Face Wash
Brands
Middle End
Face Wash
Brands
Lower End
Face Wash
Brands
Advertising 16.2% (57) 63.6% (224) 6.8% (24) 86.6% (305)
Sales Promotion 1.4% (5) 4.8% (17) 0.3% (1) 6.5% (23)
Personal Selling 1.7% (6) 3.7% (13) 1.4% (5) 6.8% (24)
Total 19.3% (68) 72.2% (254) 8.5% (30) 100% (352)
Source: Primary Data
From analysis of table 6.2.2 it is found that the major source of information influence is advertising
63.6% (224) in purchase of middle end face wash brands, 16.2% (57) upper end and 6.8% (24) lower
end face wash brands in Mumbai. Contrastingly, it is found that purchase of lower end brands of face
wash is influenced by sales promotion to the extent of 0.3% (1). In conclusion it may be said that 72.2%
(254) of the respondents use middle end face wash brands, followed by users of upper end face wash
brands 19.3% (68) and lower end face wash brands 8.5% (30) in Mumbai.
From above analysis it may be said that there is no relationship between informational sources and
brands of face wash purchase as majority of users 254 out of 352 use middle end face wash brands. This
finds a support from ‘p’ value (.160) at 95% level of significance for 4 df.
When analysis of two cities is compared it is demonstrated that middle end face wash brands are mainly
used in Hyderabad 68.6% and 72.2% in Mumbai. Further, the analysis shows that informational
sources has no influence on the purchase decision of face wash in Hyderabad as ‘p’ value (.104)
and in Mumbai as ‘p’ value is (.160).
Information and Fairness Cream
As the analysis of information factors and its influence on purchase of face wash was presented
previously, an analysis of information factors and their influence on purchase of fairness cream is
presented below.
Table: 6.3.1
Informational Factors and Fairness Cream: Hyderabad
Fairness Cream
Information
Fairness Cream Brand
TotalUpper End
Fairness
cream Brands
Middle End
Fairness cream
Brands
Lower End
Fairness
cream
Brands
Advertising 5.3% (18) 55.9% (190) 12.4% (42) 73.5% (250)
Sales
Promotion2.1% (7) 4.7% (16) 1.5% (5) 8.2% (28)
Publicity 0.6% (2) 6.8% (23) 0.6% (2) 7.9% (27)
Sales Persons 1.8% (6) 5.6% (19) 2.9% (10) 10.3% (35)
Total 9.7% (33) 72.9% (248) 17.4% (59) 100% (340)
Source: Primary Data
On examining the table 6.3.1 the analysis revealed that the major source of information influence is
advertising 55.9% (190) in purchase of middle end fairness creams brands, 12.4% (42) lower end fairness
creams and 5.2% (18) in purchase of upper end fairness cream brands in Hyderabad. Contrastingly, it is
found that purchase of lower end brands of fairness creams is influenced by publicity to the extent of
0.6% (2).To sum up it may be said that 72.9% (248) of the respondents use middle end fairness creams
brands, followed by users of lower end fairness creams brands 17.4% (59) and upper end fairness cream
brands 9.7% (33) in Hyderabad.
In total it may be said that there is no association of informational sources and purchase of fairness
creams as a large users 248 out of 340 use middle end fairness creams. However the ‘p’ value (.006) at
95% level of significance for 6 df reveals that there is a significant association of informational sources
and purchase decision of fairness creams.
Table: 6.3.2
Informational Factors and Fairness Cream: Mumbai
Fairness Cream Brand
Fairness Cream
Information
Upper End
Fairness
Brands
Middle End
Fairness
Brands
Lower End
Fairness
Brands
Total
Advertising 15.9% (39) 55.7% (137) 10.2% (25) 81.7% (201)
Sales Promotion 0.8% (2) 3.3% (8) 0.8% (2) 4.9% (12)
Publicity 0.4% (1) 2.% (5) 0 2.4% (6)
Personal Selling 1.6% (4) 6.9% (17) 2.4% (6) 11% (27)
Total 18.7% (46) 67.9% (167) 13.4% (33) 100% (246)
Source: Primary Data
From table 6.3.2 the analysis demonstrated that the major source of information influence is advertising
55.7% (137) in purchase of middle end fairness creams brands, 15.9% (39) in purchase of upper end
fairness cream brands and 10.2% (25) lower end fairness creams in Mumbai. Contrastingly, it is found
that purchase of lower end brands of fairness creams is influenced by publicity to the extent of 0.6% (2).
In conclusion it may be said that 67.9% (167) of the respondents use middle end fairness cream brands,
followed by users of upper end fairness creams brands 18.7% (46) and lower end face wash brands
13.4% (33) in Mumbai.
In sum it may be said that purchase decision of different categories of fairness creams is independent of
informational sources as major users 167 out of 246 use middle end fairness creams. This finds support
in ‘p’ value (.780) at 95% level of significance for 6 df.
When compared it is indicated that middle end fairness cream brands are largely used by in Hyderabad
72.9% and in Mumbai 67.9%, however with a thin line of difference in the number of users. Further, it is
found that there is significant influence of informational sources on the purchase decision of
fairness creams in Hyderabad as ‘p’ value is (.006), where as it is found that there is no significant
influence of informational sources on the purchase decision of fairness creams in Mumbai as ‘p’
value is (.780).
Information and Shampoo
In the hair care category shampoo was one of the products considered for the study. An enquiry was
made into informational factors and their influence on the purchase of shampoo and analysis is presented
in the tables below.
Table: 6.4.1
Informational Factors and Shampoo: Hyderabad
Shampoo
Information
Shampoo Brand
TotalPremium
Brands of
Shampoos
Popular
Brands of
Shampoos
Economy
Brands of
Shampoos
Advertising 12% (56) 57% (266) 8.4% (39) 77.3% (361)
Sales Promotion 2.4% (11) 7.9% (37) 0.6% (3) 10.9% (51)
Publicity 0.4% (2) 1.9% (9) 1.7% (8) 4.1% (19)
Personal Selling 1.1% (5) 4.1% (19) 2.6% (12) 7.7% (36)
Total 15.8%(74) 70.9%(331) 13.3% (62) 100% (467)
Source: Primary Data
While examining table 6.4.1 the analysis suggested that the major source of information influence is
advertising 57% (266) in purchase of popular brands of shampoo, 12% (56) in purchase of premium
brands of shampoos and 8.4% (39) in purchase of economy brands of shampoos in Hyderabad.
Contrastingly, it is found that purchase of economy brands of shampoo is influenced by sales promotion
to the extent of 0.6% (3). To conclude it may be said that 70.9% (331) of the respondents use popular
brands of shampoos, followed by users of premium brands of shampoos 15.8% (74) and economy brands
of shampoos 13.3% (62) in Hyderabad.
In total it may be said that informational sources has no influence on purchase decision of shampoo as
large user 331 out of 467 use popular brands. However, ‘p’ value (.000) at 95% level of significance for 6
df indicates that there is a significant association between informational sources and purchase decision of
shampoo.
Table: 6.4.2
Informational Factors and Shampoo: Mumbai
Shampoo Brand
Shampoo
Information
Premium
Brands of
Shampoos
Popular Brands
of Shampoos
Economy
Brands of
Shampoos
Total
Advertising 19.9% (89) 50.8% (227) 5.1% (23) 75.8% (339)
Sales Promotion 2.5% (11) 8.1% (36) 0.4% (2) 11% (49)
Publicity 1.1% (5) 2% (9) 0.4% (2) 3.6% (16)
Personal Selling 4% (18) 3.4% (15) 2.2% (10) 9.6% (43)
Total 27.5% (123) 64.2% (287) 8.3% (37) 100% (447)
Source: Primary Data
On a closer examination of table 6.4.2 the analysis indicated that the major source of information
influence is advertising 50.8% (227) in purchase of popular brands of shampoo, 19.9% (89) in purchase
of premium brands of shampoos and 5.1% (23) in purchase of economy brands of shampoos in
Hyderabad. Contrastingly, it is found that purchase of economy brands of shampoo is influenced by sales
promotion an by publicity to the extent of 0.6% (3) respectively. To conclude it may be said that 64.2%
(287) of the respondents use popular brands of shampoos, followed by users of premium brands of
shampoos 27.5% (123) and economy brands of shampoos 8.3% (37) in Mumbai.
It may be said that informational sources has no influence on the brands of shampoos as 287 out of 447
use popular brands. However, the ‘p’ value (.000) at 95% level of significance for 6 df reveals that
informational sources have significant influence on purchase decision of shampoos.
On a comparative note it is inferred that popular brands of shampoos are used in Hyderabad 70.9% and
in Mumbai 64.2% but with a slight of difference in number of users. It is inferred that there is influence
of informational sources on the purchase decision of different categories of shampoo in
Hyderabad as ‘p’ value is (.000) brands in Mumbai as ‘p’ value is (.000).
Information and Henna
The second product considered under hair care category is henna. The analysis of the informational
factors influencing the purchase of henna is presented below.
Table: 6.5.1
Informational factors and Henna: Hyderabad
Henna Information
Henna Brand
TotalPopular
Brands of
Henna
Economy
Brands of
Henna
Advertising 46% (87) 11.6% (22) 57.7% (109)
Sales Promotion 11.6% (22) 2.1% (4) 13.8% (26)
Publicity 10.6% (20) 1.1% (2) 11.6% (22)
Personal Selling 11.6% (22) 5.3% (10) 16.9% (32)
Total 79.9% (151) 20.1% (38) 100% (189)
Source: Primary Data
From analysis of table 6.5.1 it is revealed that the major source of information influence is advertising
46% (87) in purchase of popular brands of henna, followed by 11.6% (22) in purchase of economy brands
of henna in Hyderabad. Contrastingly, it is found that purchase of economy brands of henna are
influenced by publicity to the extent of 1.1% (2). To conclude it may be said that 79.9% (151) of the
respondents use popular brands of henna, and followed by users of economy of henna 20.1% (38).
Finally, it may be inferred that there is no association between informational sources and purchase
decision of henna as 151 out of 189 use popular brands. This finds a support from ‘p’ value (.213) at 95%
level of significance for 2 df.
Table: 6.5.2
Informational Factors and Henna: Mumbai
Henna Information
Henna Brand
TotalPopular Brands
of Henna
Economy Brands
of Henna
Advertising 17.2% (11) 21.9% (14) 39.1% (25)
Sales Promotion 0 15.6% (10) 15.6% (10)
Publicity 1.6% (1) 4.7% (3) 6.3% (4)
Personal Selling 17.2% (11) 21.9% (14) 39.1% (25)
Total 35.9% (23) 64.1% (41) 100% (64)
Source: Primary Data
A close analysis of table 6.5.2 reveals that the major source of information influence is advertising 21.9%
(14) in purchase of economy brands of henna, followed by 17.2% (11) in purchase of popular brands of
henna in Mumbai. Another interesting finding is sales promotion is not playing any role in purchase of
popular brands of henna. In conclusion, it may be said that 64.1% (417) of the respondents use economy
brands of henna, followed by users of popular brands of henna 35.9% (23) in Mumbai.
In sum it may be said that purchase decision of henna brands is independent of informational sources as
41 out of 64 use economy brands. This finds a support from ‘p’ value (.065) at 95% level of significance
for 3 df, hence; it is found that purchase decision of henna brands is not dependent on informational
sources.
In inference when comparison of analysis is carried out between Hyderabad and Mumbai it is observed
that popular brands of henna are used mostly 39.2% in Hyderabad and where as in Mumbai economy
brands of henna 42.2% are mostly used. Further, it is inferred that there is a no significant influence
of informational sources on purchase decision of different categories of henna brands in
Hyderabad as ‘p’ value is (.213) and in Mumbai as ‘p’ value is (.065).
Information and Hair Oil
The third product considered for the study in the hair care category is hair oil. An enquiry was made into
the informational factors influencing the purchase of hair oil brand and the results are presented in the
tables below.
Table: 6.6.1
Informational Factors and Hair Oil: Hyderabad
Hair oil
Information
Hair Oil Brand
TotalPremium
Brands of
Hair Oil
Popular Brands
of Hair Oil
Economy
Brands of Hair
Oil
Advertising 2% (9) 57% (261) 3.9% (18) 62.95 (288)
Sales Promotion 1.3% (6) 7.6% (35) 2.4% (11) 11.4% (52)
Publicity 0.4% (2) 8.3% (38) 2% (9) 10.7% (49)
Personal Selling 0.4% (2) 12.4% (57) 2.2% (10) 15.1% (69)
Total 4.1% (19) 85.4% (391) 10.5% (48) 100% (458)
Source: Primary Data
An understanding of table 6.6.1 presents analysis of hair oil that the major source of information influence
is advertising 57% (261) in purchase of popular brands of hair oil, followed by personal selling12.4 % (57)
in purchase of popular brands of henna in Hyderabad. To sum up it may be said that 85.4% (391) of the
respondents use popular brands of hair oil, followed by users of economy brands of hair oil 10.5% (48)
and 4.1% (19) use premium brands of hair oil in Hyderabad.
In total it may be said that there is no association of purchase decision of hair oil and informational
sources as 85.4% use popular brands. However, the ‘p’ value (.000) at 95% level of significance for 6 df
indicates that there is a significant association of informational sources and purchase decision of hair oil.
Table: 6.6.2
Informational Factors and Hair Oil: Mumbai
Hair oil Information
Hair Oil Brand
TotalPremium
Brands of Hair
Oil
Popular
Brands of
Hair Oil
Economy
Brands of
Hair Oil
Advertising 4.5% (20) 73.3% (324) 2.9% (13) 80.8% (357)
Sales Promotion 1.4% (6) 5% (22) 0.2% (1) 6.6% (29)
Publicity 0.5% (2) 4.3% (19) 0 4.8% (21)
Personal Selling 0.7% (3) 7% (31) 0.2% (1) 7.9% (35)
Total 7% (31) 89.6% (396) 3.4% (15) 100% (442)
Source: Primary Data
It is observed from analysis of table 6.6.2 that the major source of information influence is advertising
73.3% (324) in purchase of popular brands of hair oil, followed by personal selling 4.3 % (19) in purchase
of popular brands of henna in Mumbai. Contrastingly, it is found that publicity has no role to play in
purchase decision of economy brands of hair oil. To conclude it may be said that 89.6% (396) of the
respondents use popular brands of hair oil, followed by 7% (31) use premium brands and 3.4% use
economy brands in Mumbai.
In total it may be said that informational sources is not influencing the purchase decision of hair oil as 396
out of 442 use popular brands. This finds a support from ‘p’ value (.104) at 95% level of significance for 6
df.
In comparison between Hyderabad and Mumbai it is inferred that popular brands of hair oil are used in
Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users. Along with
advertising as a major source of influence it is also inferred that personal selling is playing a role
in influencing the purchase of hair oil. Further, it is found that informational sources influences
purchase decision of different categories of hair oil brands in Hyderabad as ‘p’ value is (.025) and
it is found that informational sources have no influence on purchase decision of different
categories of hair oil brands in Mumbai also as ‘p’ value is (.104).
Information and Kajal
The products considered under the eye care category are kajal and eye liner. An enquiry was made into
the informational factors influencing the purchase of kajal and the same is presented below.
Table: 6.7.1
Informational Factors and Kajal: Hyderabad
Kajal Information
Kajal Brand
TotalPopular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Advertising 17.5% (48) 47.1% (129) 3.6% (10) 68.2% (187)
Sales Promotion 1.8% (5) 5.5% (15) 1.1% (3) 8.4% (23)
Publicity 2.9% (8) 7.7% (21) 0 10.6% (29)
Personal Selling 6.2% (17) 6.6.% (18) 0 12.8% (35)
Total 28.5% (78) 66.8% (183) 4.7% (13) 100% (274)
Source: Primary Data
From analysis of table 6.7.1 it is observed that the major source of information influence is advertising
47.1% (129) in purchase of premium brands of hair oil and also in purchase of popular brands of
kajal17.5% (48). Contrastingly, it is found that publicity and personal selling has no role to play in
purchase decision of economy brands of kajal. To sum up it may be said that 66.8% (183) of the
respondents use premium brands of kajal brands, followed by 38.5% (78) use popular brands and 4.7%
(13) use economy brands.
To conclude it may be said that there is no association between informational factors and purchase
decision of different categories of kajal brands as 183 out of 274 use premium brands. However, ‘p’ value
(.031) at 95% level of significance for 6 df indicates that there is association between informational factors
and purchase decision of different categories of kajal brands.
Table: 6.7.2
Informational Factors and Kajal: Mumbai
Kajal Brand Total
Kajal Information
Popular
Brands of
Kajal
Premium
Brands of
Kajal
Economy
Brands of
Kajal
Advertising 49.6% (121) 12.3% (30) 12.3% (30) 74.2% (181)
Sales Promotion 1.6% (4) 0 5.7% (14) 7.4% (18)
Publicity 3.3% (8) 0 1.6% (4) 4.9% (12)
Personal Selling 9% (22) 2.5% (6) 2% (5) 13.5% (33)
Total 63.5% (155) 14.8% (36) 21.7% (53) 100% (244)
Source: Primary Data
On a close analysis of table 6.7.2 it is revealed that the major source of information influence is
advertising 49.6% (121) in purchase of popular brands of kajal and also in purchase of popular brands
12.3% (30) and economy brands of kajal 12.3% (30). Contrastingly, it is found that publicity and personal
selling has no role to play in purchase decision of premium brands of hair oil. In sum it may be said that
63.5% (155) of the respondents use popular brands of kajal, followed by 21.7% use economy brands and
14.8% (36) use premium brands in Mumbai.
In conclusion may be said that informational sources is not influencing the purchase decision of kajal
brands as 155 out of 244 use popular brands. However, from ‘p’ value (.000) at 95% level of significance
for 6 df, it is found that informational sources influences purchase decision of kajal brands in Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8% use premium
brands of kajal brands of in Hyderabad and where as in Mumbai 63.5% use popular brands of kajal.
Further, it is found that there is a significant influence of informational sources on the purchase
decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.031) as well as
Mumbai as ‘p’ value is (.000).
Information and Eye Liner
Eye liner is the second product considered for the study among the two products under the eye care
category. Analysis of the informational factors influencing the purchase of eye liner is presented in the
tables below.
Table: 6.8.1
Informational Factors and Eye Liner: Hyderabad
Eye Liner
Information
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular Brands of
Eye Liners
Advertising 7% (14) 56.5% (113) 63.5% (127)
Sales Promotion 1% (2) 5.5% (11) 6.5% (13)
Publicity 1% (2) 5% (10) 6% (12)
Personal Selling 7% (14) 17% (34) 24% (48)
Total 16% (32) 84% (168) 100% (200)
Source: Primary Data
An understanding of table 6.8.1 demonstrates that the major source of information influence is advertising
56.5% (113) in purchase of popular brands of eye liner and followed by second major influencing factor
personal selling 17% (34) in purchase of premium brands. To sum up it may be said that 84% (168) of the
respondents use popular brands of eye liners and followed by 16% (32) user of premium brands in
Hyderabad.
In conclusion it may be said that informational factors has no influence on purchase decision of eye liner
brands as 168 out of 200 use popular brands. However, ‘p’ value (.036) at 95% level of significance for 3
df reveals that there is a significant association between informational factors on purchase decision of eye
liners.
Table: 6.8.2
Informational Factors and Eye Liner: Mumbai
Eye Liner Information
Eye Liner Brand
TotalPremium Brands
of Eye Liners
Popular Brands of
Eye Liners
Advertising 8.3% (20) 69.8% (169) 78.1% (189)
Sales Promotion 0.4% (1) 4.1% (10) 4.5% (11)
Publicity 0.4% (1) 2.9% (7) 3.3% (8)
Personal Selling 0.8% (2) 13.2% (32) 14% (34)
Total 9.9% (24) 90.1% (218) 100% (242)
Source: Primary Data
An understanding of table 6.8.2 demonstrates that the major source of information influence is advertising
69.8% (169) in purchase of popular brands of eye liner and followed by second major influencing factor
personal selling 13.2% (32) in purchase of premium brands. In conclusion it may be said that 90.1% (218)
of the respondents use popular brands of eye liners, followed by 9.9% (24) using premium brands in
Mumbai.
To sum up it may be said that there is no association between informational sources and purchase
decision of eye liner brands as 218 out of 242 use popular brands. This finds a support in ‘p’ value (.781)
at 95% level of significance for 3 df.
On a comparative note even though it is found that popular brands of eye liners are mostly used in
Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the cities. Further, it is
inferred that there is no association between informational sources and the purchase decision of
different categories of eye liner brands in Hyderabad as ‘p’ value is (.205), as well as in Mumbai as
‘p’ value is (.781).
Information and Nail Paint
Nail paint is the product considered for study under the nail care category. The analysis of the
informational factors influencing purchase of nail paint is presented in tables below.
Table: 6.9.1
Informational Factors and Nail Paint: Hyderabad
Nail Paint Nail Paint Brand Total
InformationUpper End
Brands of Nail
Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of
Nail Paint
Advertising 16.4% (51) 29.9% (93) 30.5% (95) 76.8% (239)
Sales Promotion 0.6% (2) 3.2% (10) 4.2% (13) 8% (25)
Publicity 0 1.9% (6) 2.6% (8) 4.5%(14)
Personal Selling 1% (3) 4.8% (15) 4.8% (15) 10.6% (33)
Total 18% (56) 39.9% (124) 42.1% (131) 100% (311)
Source: Primary Data
An understanding of table 6.9.1 demonstrates that the major source of information influence is advertising
30.5% (95) in purchase of lower end brands of nail paint and even in purchase of 29.9% (93) middle end
brands and 16.4% (51) upper end brands in Hyderabad. To sum it is said that 42.1% (131) use lower end
brands of nail paint and 18% (56%) use upper end brands of nail paints.
While concluding it may be said that there is no influence of informational sources on purchase decision
of nail paint as 131 out of 311 use lower end brands of nail paints. This is finds a support from ‘p’ value
(.178) at 95% level of significance for 6 df.
Table: 6.9.2
Informational Factors and Nail Polish: Mumbai
Nail Paint
Information
Nail Paint Brand
TotalUpper End
Brands of Nail
Paint
Middle end
Brands of Nail
Paint
Lower End
Brands of Nail
Paint
Advertising 12.4% (46) 55.8% (207) 11.3% (42) 79.5% (295)
Sales Promotion 0 4.3% (16) 3% (11) 7.3% (27)
Publicity 1.3% (5) 0.8% (3) 0.5% (2) 2.7% (10)
Personal Selling 1.1% (4) 6.7% (25) 2.7% (10) 10.5% (39)
Total 14.8% (55) 67.7% (251) 17.5% (65) 100% (371)
Source: Primary Data
From analysis of table 6.9.2 it is found that the major source of information influence is advertising 55.8%
(207) in purchase of middle end brands of nail paint and in purchase of 12.4% (46) upper end brands and
11.3% (42) lower end brands. To sum it is said that 67.7% (251) use middle end brands, 17.5% (65) use
lower end brands of nail paint and 14.8% (55) use upper end brands of nail paints.
While concluding it may be said that there is no influence of informational sources on purchase decision
of nail paint as 251 out of 371 use lower end brands of nail paints. However, ‘p’ value (.000) at 95% level
of significance for 6 df reveals that there is a significant influence of informational sources on purchase
decision of nail paint.
On a comparative note even though it is found that middle end brands of nail paints are mostly used in
Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in both the cities. Further, it is
inferred that there is no significant association between information factors and purchase
decision of different categories of nail paint brands in Hyderabad as the ‘p’ value is (.178). It is
also found that there is a significant association of informational factors and purchase decision of
different categories of nail paint brands in Mumbai as ‘p’ value is (.000).
Information and Personal Care Category
In order to understand the association between informational factors and purchase decision relating to
personal care products it was hypothesized that ‘the purchase decision of personal care products is
independent of customers’ informational factors’. Hence; for further analysis the above hypothesis is
divided into
Ho: ‘Purchase decision of beauty soap is independent of customers’ informational factors,’
Ho: ‘Purchase decision of face wash is independent of customers’ informational factors,’
Ho: ‘Purchase decision of fairness creams is independent of customers’ informational factors,’
Ho: ‘Purchase decision of shampoo is independent of customers’ informational factors,’
Ho: ‘Purchase decision of henna is independent of customers’ informational factors,’
Ho: ‘Purchase decision of hair oil is independent of customers’ informational factors,’
Ho: ‘Purchase decision of kajal is independent of customers’ informational factors,’
Ho: ‘Purchase decision of eye liner is dependent on customers’ informational factors’ and
Ho: ‘Purchase decision of nail paint is independent of customers’ informational factors’. The detailed
analysis of the same is presented in the table 6.10.
Table: 6.10
Informational Factors and Personal Care Products: Hyderabad and Mumbai
Categories
of brandsHypothesis
Hyderabad Mumbai
Beauty
Soaps
Ho: Purchase decision of beauty soaps is independent
of customers’ informational factorsRejected Rejected
H1: Purchase decision of beauty soaps is dependent on
customers’ informational factors
Face Wash
Ho: Ho: Purchase decision of face wash is independent
of customers’ informational factorsAccepted Accepted
H1: Purchase decision of face wash is dependent on
customers’ informational factors
Fairness
Creams
Ho: Ho: Purchase decision of fairness creams is
independent of customers’ informational factors
Rejected Accepted
H1: Purchase decision of fairness creams is dependent
on customers’ informational factors
Shampoo
Ho: Ho: Purchase decision of shampoo is independent
of customers’ informational factorsRejected Rejected
H1: Ho: Purchase decision of shampoo is dependent
on customers’ informational factors
Henna
Ho: Purchase decision of henna is independent of
customers’ informational factorsAccepted Accepted
H1: Purchase decision of henna is dependent on
customers’ informational factors
Hair oil
Ho: Purchase decision of hair oil is independent of
customers’ informational factorsRejected Accepted
H1: Purchase decision of hair oil is dependent on
customers’ informational factors
Kajal
Ho: Purchase decision of kajal is independent of
customers’ informational factorsRejected Rejected
H1: Purchase decision of kajal is dependent on
customers’ informational factors
Eye Liner
Ho: Purchase decision of eye liner is independent of
customers’ informational factorsRejected Accepted
H1: Purchase decision of eye liner is dependent on
customers’ informational factors
Nail Paint
Ho: Purchase decision of nail paint is independent of
customers’ informational factorsAccepted Rejected
H1: Purchase decision of nail paint is dependent on
customers’ informational factors
A close analysis of table 6.10 reveals influence of information factors on purchase of personal care
products in Hyderabad and Mumbai.
It is inferred that there is a significant influence of informational factors in case of categories of beauty
soap, fairness cream, shampoo, hair oil, kajal and eye liner in Hyderabad. Therefore, the null hypothesis
is not accepted since the purchase decision of personal care products is dependent on informational
factors. In other words informational factors like advertising, sales promotion, publicity and personal
selling have no influence in the purchase of categories of personal care products i.e., beauty soaps,
fairness creams , shampoo, hair oil, kajal and eye liner in Hyderabad. It is also found that there is no
significant influence of informational factors in the purchase of categories of face wash, henna, nail paint
of Hyderabad. Therefore, the null hypothesis is accepted since the purchase decision of personal care
products is not dependent on informational factors. In other words informational factors like advertising,
sales promotion, publicity and personal selling have no influence in the purchase of categories of
personal care products i.e., face wash, henna, nail paint of Hyderabad.
In finally inference it is observed that there is a significant influence of informational factors in case of
categories of beauty soap, shampoo and nail paint kajal in Mumbai. Therefore, the null hypothesis is not
accepted since the purchase decision of personal care products is dependent on informational factors. In
other words informational factors like advertising, sales promotion, publicity and personal selling have no
influence in the purchase of categories of personal care products i.e., beauty soaps, shampoo, kajal and
nail paint in Mumbai. It is also found that there is no significant influence of informational factors in the
purchase of categories of face wash, fairness creams, hair oil, henna and eye liner. Therefore, the null
hypothesis is accepted since the purchase decision of personal care products is not dependent on
informational factors. In other words informational factors like advertising, sales promotion, publicity and
personal selling have no influence in the purchase of categories of personal care products i.e., face wash,
fairness creams, hair oil, henna and eye liner of Mumbai.
Conclusions
In conclusion the analysis of informational factors influence purchase decision of personal care factors
revealed that advertising is the major informational factor irrespective of the product. The second source
of influential factor was found to be personal selling among all the four factors like advertising, sales
promotion, publicity and personal selling.
It is inferred that most of the respondents use the popular brands of soap in Hyderabad and Mumbai also.
It is also found statistically that informational factor influence the purchase decision of beauty soaps in
Hyderabad and Mumbai. It is also found that middle end face wash brands are preferred by most of the
respondents both in Hyderabad and Mumbai. It is inferred that there is no asocial between informational
factors and the purchase decision of face wash brands respect to both Hyderabad and Mumbai. It is
observed that middle end fairness creams are preferred by respondents of both Hyderabad and Mumbai
as well. Coming to fairness cream it was found that informational factors influence the purchase decision
of fairness creams in Hyderabad and further, it is found that informational factors have no influence on the
purchase decision of fairness creams in Mumbai.
It is observed that advertising influence the purchase decision of shampoo, henna and hair oil. It is also
found the popular brand of shampoo is preferred by most of the respondents in Hyderabad and Mumbai.
It is inferred that informational factors influence the purchase decision of shampoo both in Hyderabad and
Mumbai. Hence, null hypothesis is not accepted. In the purchase decision of henna it is observed that
informational factors have no influence both in Hyderabad and Mumbai. It is also found that a premium
brand of hair oil is preferred by both Hyderabad and Mumbai. Further, it is observed that informational
factors influence the purchase decision of hair oil in Hyderabad. It is also found that informational factors
have no influence on the purchase decision of hair oil in Mumbai.
In conclusion it may be said that premium brands of kajal is preferred by the respondents of Hyderabad
and whereas popular brands is preferred by Mumbai. It is observed that informational factors influence
the purchase decision of kajal in Hyderabad and Mumbai. It is found that popular brands of eye liners are
preferred by the both Hyderabad and Mumbai respondents.
Finally it may be said that lower end brands of nail paint are preferred by Hyderabad respondents and a
middle end brands are preferred by Mumbai respondents. It is inferred information sources have no
influence on the purchase decision of nail paint in Hyderabad; however, it is inferred that informational
factors influence the purchase decision of nail paint in Mumbai.
The next chapter seven summarizes the study, presents major findings of the study, presents broad
conclusions and offers a few suggestions. It identifies the areas for further research.
Reference
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Tarang Vaish, ‘Cosmetic Buying Behaviour in India,’ The Icfai University Journal of Consumer
Behaviour, June 2006, Archives.
Nandagopal.R & Chinnaiyan.P, ‘Brand Preference of Toilet Soap in Rural Tamil Nadu,’ Indian Economic
Panorama, Vol.13 No. 2 July 2003 pp 24-27.
Nandagopal.R & Chinnaiyan.P, ‘Brand Preference of Soft Drinks in Rural Tamil Nadu,’ Indian Journal of
Marketing, Vol.33, No.1, January, 2003. pp 14-17.
Kelman, H. C. (1961). ‘Processes of opinion change,’ Public Opinions Quarterly,Vol. 25, pp. 57-78.
Lessig, V., Parker, and Park, C. W. (1978). ‘Promotional Perspectives of Reference Group Influence:Advertising Implications’. Journal of Advertising, 7(2), pp. 41-47.
http://hercules.gcsu.edu/~jyang/Publications/Marketing-SAM-06.pdf
Anuj Puri, ‘A Positive New Year,’ Retail Biz, Feb.2007, pp. 22-23.
Surender Gnanaolivu, ‘Visual Appeal,’ Retail Biz, May 2006, pp. 11-12.
Barbara Wold, ‘Luring Customers,’ Retail Biz, Dec 2005, pp. 30-31.
Mani M Nagasubranmanian, ‘Success Mix,’ Retail Biz, Feb. 2006, pp. 32-34.
Chapter VII
Summary Conclusions and Suggestions
Introduction
Personal Care Products industry is growing about 10-15 % year on year. Further it has been
observed that the industry is intensely competitive and there are many players (both local and
multi-national). The present study focused on understanding the consumer behavior of branded
female personal care products in twin cities of Hyderabad and Secunderabad and Mumbai. It
analyzed the brand preferences of the respondents with special reference to beauty soaps,
fairness creams, face wash, shampoo, henna, hair oil, kajal, eye liner and nail paint. Further, the
demographic, social, psychological, determinants were found and their influence on the
purchase decision of personal care products was also determined. The impact of information
and its influence on the purchase decision of personal care products was analyzed. For this
purpose, a pilot study was conducted and then based on results; a final sample of 914 was
studied with help of a structured interview schedule. The data collected was classified, tabulated
and interpreted. The following are the findings of the study.
NEED FOR THE STUDY
Consumer behavior is quickly gaining new ground over the years. This has become even more
relevant in the present day world, marked up by rapid changes in the demographics social
status, values and lifestyles (VALS). It holds great interest for manufacturers, advertisers,
research agencies, consumers and students of human behavior. Understanding Consumer
Behaviour looks at things like: Who buys our products or services? Who makes the decision to
buy the product? What needs must be satisfied? Why do customers buy a particular brand?
Where do they go or look to buy the product or service? When do they buy? Any seasonality
factors? Who influences the decision to buy the product? Do customers’ lifestyles influence their
decisions? How do personal or demographic factors influence the purchase decision? What
social factors might influence the purchase decision?
A consumer buying behaviour is influenced by cultural, social and personal factors. When the
theory and reality of buying behaviour is understood the marketer will be able to deliver the right
product to the consumers.
In today’s changing environment understanding the buying behaviour conditions becomes very
difficult and even paramount. The following factors in the environment create the need and
importance of studying the consumer behaviour: 1) Information explosion, 2) Product
penetration: Rural and Urban, 3) Rate of Innovation, 4)Increase in income levels, 5) Seamless
boundaries, 6) More attention to personal care and hygiene, 7) Price becoming highly
competitive, 8) MNCS entering the cosmetics market in a big way, and 9) Easy availability of
consumer finance
In the light of such a scenario understanding consumer behaviour becomes very important. The
present study is an attempt to fill the gap.
OBJECTIVES OF THE STUDY
The overall objective of the study is to identify and analyze the determinants of the consumer
behavior towards branded female personal care products.
However, the study would examine the following specific objectives:
4. To analyze the demographic and social determinants influencing the purchase decisions
of personal care products
5. To examine the impact of the customers’ values and lifestyles (VALS) on their decisions
to purchase personal care products
6. To identify sources of information and their influence on the decision to purchase the
personal care products
METHODOLOGY OF THE STUDY
The data was collected through interview schedule. These interview schedule were distributed
to 1200 female respondents out of which 971 were collected back, but few of them were not in a
usable form. Hence, only 914 respondents’ opinions were considered for analysis. Due care
was taken to look into the way the questions are filled with serious but not for the routine.
To achieve the first objective the study was carried out to identify the various personal care
products used by the respondents, this data was analyzed to test association between
independent attributes like; demographic and social and the nine different personal care
products.
To achiever the second objective the VALS scale was used and the data was gathered. To
reduce the factors, factor analysis ( 8 factors were found and the same were regrouped
(clubbed) into three factors) was used and then Chi-square was used to test association
between independent attributes like; VALS and the brands of personal care products. The third
objective was achieved by assessing the various informational sources of personal care
products and their impact on the decision making.
SOURCES OF DATA
The study has made use of both primary and secondary data.
Initially an exploratory study was undertaken about cosmetic industry, its characteristics, major
players in the market, market segmentation and purchase patterns in India. The study was
carried out by applying a survey method. Data for the study was collected randomly from female
consumers of different demographic strata belonging to the twin cities of Hyderabad and
Secunderabad and Mumbai City. The tool used for data collection was interview schedule,
which covered the demographic and social profile of consumers, Values and Lifestyles (VALS),
Brand preference, and various sources of informational factors and the brand loyalty among the
respondents. Secondary data includes research studies conducted by individuals, institutions
and agencies, business dailies such as Economic Times, Financial Express, Business
Standard, Business Line and various other journals were considered.
SCOPE OF STUDY
The present study focuses on identifying and analyzing the primary determinants of the
purchase of selected branded personal care products used by females in the twin cities of
Hyderabad and Secunderabad and Mumbai City. The present study is restricted to three
products of skin care category, three products of hair care, two products of eye care and one
product of the nail care product category. When pilot study was conducted it was found that
among products taken for research a few of the products only got less than 60% response,
hence; the study is restricted to only few products mentioned in the below list.
LIMITATIONS OF THE STUDY
The major limitations of the present study are:
1. The study is confined only to two cities, viz. Twin cities (Secunderabad and Hyderabad)
and Mumbai.
2. The study is confined to only female not included male responses
3. Only demographic, social, psychological and informational factors are considered for the
study perhaps other factors like cultural, attitude, perception, and learning may also have
an impact and hence; up to this extent this may be taken as a limitation of the study.
4. No attempt has been made in this study to do a longitudinal analysis, that is, to explore
the influence of brands on choice of selection.
Chapter I
This chapter being introductory in nature deals with the concepts and definition of important
terms that are relevant and significant in understanding consumer behavior towards
personal care products. It also presents a comprehensive review of relevant literature,
sample design, sources of data, scope of study, limitations and finally the scheme of
presentation.
Chapter II
This chapter provides the theoretical understanding of the consumer behavior. The definition
and the different models of consumer behavior and the models related to the present study
were highlighted in this chapter. The factors influencing the choice of decision in general
were also analyzed.
Chapter III
An introduction to the personal care products in India, along with the formal definition of
personal care products are presented in this chapter. The different types of products like
industrial and consumer products and categorization of personal care products is presented.
The difficultly of marketing personal care products and the relevance of consumer behavior
with reference to personal care products is analyzed with the help of secondary data. The
preferred brands of the personal care products are analysed and the same was presented in
this chapter.
It is observed that popular beauty soaps category (57.9%) was the most used, among this
category Lux soap was the most preferred. Among premium beauty soaps, the most
common soap used is Dove and Pears. Among the economy beauty soaps Chandrika was
used.
Most of the respondents used middle end brands of face wash (47.4%) and the preferred
brands are Himalaya and Garnier. Among the upper end category of face wash brands like
Oil of Olay, Nivea, Loreal, Lotus and Biotique were used.
Middle end brands of fairness creams (47.4%) are the most used among these Fair &
Lovely is most preferred brand. Among upper end fairness creams lakme, Olay and Nivea
are the most preferred. In lower end category of fairness creams and ponds are most
preferred brand.
In the case of popular shampoo category (67.6%), Sunsilk brand is popular and coming
premium shampoo category it is Dove. Under economy category of shampoos, Meera
shampoo was the most preferred.
19.0% use popular henna brands with Godrej Nupur found to be popular brand of henna. It
is also found that 72.3% of the respondents did not use henna at all. This is because most
of the Mumbai respondents used hair colours.
Popular brands of hair oil (86.1%) are the most preferred with Parachute being the most
commonly used hair oil followed by Vatika.
Popular kajal brands (25.5%) are most preferred with Eyetex being the most commonly
used brand, Lakme and Revlon are the two most preferred brands among premium
segment. Further, it is found that 43.3% of the respondents are not using kajal.
Lakme is the most preferred eye liner brands among using popular eye liner brands
(42.6%). It is also found that 48.7% of the respondents don’t use eye liners.
In the case of nail paint it is middle end nail paint brands (41.1%) that are most preferred
and the most commonly used brand is Lakme. In upper end nail paint brands Maybelline is
used the most, among lower end it is Dazzler.
Chapter IV
This chapter highlighted the demographic details like: age, income, education, monthly
income of Hyderabad and Mumbai. The analysis of the demographic factors like age,
occupation, education, monthly income and location and their influence on the purchase
decision of personal care products is presented in this chapter. Further, the chapter
presented definition of social factors. It also presented the analysis of social factor like:
friends, family, neighbors and colleagues and their influence on purchase of personal care
products of Hyderabad and Mumbai.
Age
It is inferred that most of the respondent’s age 475 (51.96%) is falling between age group of
26-50 years, both in Hyderabad 257 (28.11%) and Mumbai 218 (23.85%). It is analyzed that
respondents use popular brands of beauty soaps in Hyderabad58.2% (272) and 57.5%
(257) of the respondents use popular brands of beauty soaps in Mumbai. Further, it is also
found that age has no influence on the purchase of beauty soaps brands in
Hyderabad as ‘p’ value is (.318), where as there it is found that there is a significant
influence of age on the purchase of beauty soap brands in Mumbai as ‘p’ value is
(.028).
When two cities are compared it is demonstrated that middle end face wash brands are
used by age group of 26 – 50 years, with a slight difference in Hyderabad 68.6% and
Mumbai 72.2%. Further, in both the cities it is found that age does influence the
purchase decision of categories of face wash brands.
When compared it is indicated that middle end fairness cream brands are used by age
group of 26 – 50 years in Hyderabad 72.9% and Mumbai 67.9% with a thin line of
difference. Further, it is found that there is no influence of age on the purchase
decision of fairness creams in Hyderabad, where as there is influence of age on the
purchase decision of fairness creams in Mumbai.
It is observed that popular brands of shampoos are used by age group of 26 – 50 years in
Hyderabad 70.9% and Mumbai 64.2% but with a slight of difference. Further, it is found
that there is no influence of age on the purchase decision of different categories of
shampoo brands in Hyderabad as the ‘p’ value is (.888) as well as Mumbai as the ‘p’
value is (.730).
It is inferred that less number of respondents use henna in Mumbai when compared to
Hyderabad. This is perhaps more number of beauty saloon in Mumbai keeps suggesting
hair colour instead of henna to their customers in Mumbai. Further, it is found that there is
influence of age on the purchase decision of different categories of henna brands in
Hyderabad as well as Mumbai.
In comparison between Hyderabad and Mumbai it is found that popular brands of hair oil are
used in Hyderabad 85.4% and in Mumbai 89.6% with some difference in number of users.
Further, it is found that there is influence of age on the purchase decision of different
categories of hair oil in Hyderabad as well as Mumbai.
When the analysis of Hyderabad and Mumbai are compared it is indicated that 66.8%
use premium brands of kajal brands of in Hyderabad and where as in Mumbai 63.5%
use popular brands of kajal. Further, it is found that there is no significant influence of age
on the purchase decision of different categories of kajal brands in Hyderabad as ‘p’ value is
(.140) as well as Mumbai as ‘p’ value is (.171).
On a comparative note even though it is found that popular brands of eye liners are mostly
used in Hyderabad 84% as well as Mumbai 90.1% the number of users do differ in both the
cities. Further, it is found that there is no association of age on the purchase decision
of different categories of eye liner brands in Hyderabad as the ‘p’ value (.297) as well
as Mumbai as the ‘p’ value (.906).
On a comparative note even though it is found that middle end brands of nail paints are
mostly used in Hyderabad 42.1% as well as Mumbai 67.7% the number of users do differ in
both the cities. Further, it is found that there is significant association of age on the
purchase decision of different categories of nail paint brands in Hyderabad as the ‘p’
value (.001) as well as Mumbai as the ‘p’ value (.044).
Education
From analysis of is found that education has no influence on the purchase of beauty soaps brands in
Hyderabad as ‘p’ value is (.301), where as there it is found that there is a significant influence of
education on the purchase of beauty soap brands in Mumbai as ‘p’ value is (.000).
It is observed from the analysis that in both the cities it is middle end brands which are mostly used.
Further, the analysis shows that education has influence on the purchase decision of face wash
brands in Hyderabad and Mumbai also.
In the case of fairness creams it is found that there is no influence of education on the purchase
decision of fairness creams in Hyderabad, where as there is influence of education on the purchase
decision of fairness creams in Mumbai.
One more finding is that there is no influence of education on the purchase decision of different
categories of shampoo brands in Hyderabad where as there is a influence of education on purchase
decision of different categories of shampoo brands in Mumbai.
The next finding is with regard to henna brands, it is found that there is no influence of education on
the purchase decision of different categories of henna brands in Hyderabad as well as Mumbai it is
found that there is influence of education on purchase decision of different categories of henna
brands.
From analysis it is found that there is no association of education and purchase decision of different
categories of hair oil in Hyderabad where as Mumbai it is found that education influences purchase
decision of different categories of hair oil brands.
In the case of kajal brands it is found that there is a significant influence of education on the
purchase decision of different categories of kajal brands in Hyderabad as well as Mumbai.
From analysis it is found that there is no association of education on the purchase decision of
different categories of eye liner brands in Hyderabad as well as Mumbai.
From the analysis it is found that there is a significant association of education and purchase
decision of different categories of nail paint brands in Hyderabad as well as Mumbai.
Occupation
It is found that there is a significant influence of occupation on the purchase of beauty soap brands in
Hyderabad as ‘p’ value is (.018) and Mumbai as ‘p’ value is (.000).
The analysis shows that occupation has no influence on the purchase decision of face wash in
Hyderabad as ‘p’ value (.202) where as occupation influences purchase decision of face wash brands
Mumbai as ‘p’ value is (.000).
When compared it is indicated that middle end fairness cream brands are largely used by housewives
30.9% in Hyderabad and employees 25.2% in Mumbai. Further, it is found that there is significant
influence of occupation on the purchase decision of fairness creams in Hyderabad as ‘p’ value is
(.001) and in Mumbai as ‘p’ value is (.038).
In the case of shampoo it is found that there is no influence of occupation on the purchase decision of
different categories of shampoo brands in Hyderabad and in Mumbai.
It is found that there is a significant influence of occupation on purchase decision of different categories of
henna brands in Hyderabad as ‘p’ value is (.006) and in Mumbai as ‘p’ value is (.029).
One more finding of hair oil with reference to occupation reveals that occupation influences purchase
decision of different categories of hair oil brands in Hyderabad as ‘p’ value is (.006) and in Mumbai also
as ‘p’ value is (.000).
It is observed that there is a significant influence of occupation on the purchase decision of different
categories of kajal brands in Hyderabad as ‘p’ value is (.006) as well as Mumbai as ‘p’ value is (.000).
In the case of eye liner it is found that there is no association of occupation on the purchase decision of
different categories of eye liner brands in Hyderabad as ‘p’ value is (.205), where as in Mumbai it is found
that there is significant association of occupation and purchase decision of different categories of eye liner
brands as ‘p’ value is (.009).
It is found that there is no significant association of occupation and purchase decision of different
categories of nail paint brands in Hyderabad as the ‘p’ value is (.065) as well as Mumbai as ‘p’ value is
(.214).
Monthly Income
From analysis of beauty soaps it is found that there no significant influence of monthly income on the
purchase of beauty soap brands in Hyderabad as ‘p’ value is (.299) and it is also found that there is a
significant influence of monthly income on the purchase of beauty soap brands in Mumbai as ‘p’ value is
(.002).
The analysis of face wash reveals that monthly income has no influence on the purchase decision of face
wash in Hyderabad as ‘p’ value (.161) where as monthly income influences purchase decision of face
wash brands in Mumbai as ‘p’ value is (.006).
In the case of fairness creams it is found that there is significant influence of monthly income on the
purchase decision of fairness creams in Hyderabad as ‘p’ value is (.001), where as it is found that there is
no significant influence of monthly income on the purchase decision of fairness creams in Mumbai as ‘p’
value is (.055).
It is found that there is no influence of monthly income on the purchase decision of different categories of
shampoo brands in Hyderabad as ‘p’ value is (.088) and in Mumbai as ‘p’ value is (.090).
The analysis of henna brands indicates that there is a significant influence of monthly income on
purchase decision of different categories of henna brands in Hyderabad as ‘p’ value is (.006) and in
Mumbai as ‘p’ value is (.029).
It is found that monthly income influences purchase decision of different categories of hair oil brands in
Hyderabad as ‘p’ value is (.025) and in Mumbai also as ‘p’ value is (.000).
From analysis of kajal brands it is found that there is a significant influence of monthly income on the
purchase decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.008) as well as
Mumbai as ‘p’ value is (.005).
It is found that there is no association of monthly income on the purchase decision of different categories
of eye liner brands in Hyderabad as ‘p’ value is (.205), as well as in Mumbai as ‘p’ value is (.009).
When analyzed it is found that there is no significant association of monthly income and purchase
decision of different categories of nail paint brands in Hyderabad as the ‘p’ value is (.065) and where as in
Mumbai it is found that there is a significant association of monthly income and purchase decision of
different categories of nail paint brands as well as Mumbai as ‘p’ value is (.000).
SOCIAL FACTORS
Family is found to be the main influencing social factors in purchase of different categories of beauty
soaps, fairness creams, shampoo, henna, hair oil and kajal brands. However, friends are found to be the
main influencing social factors in purchase of face wash, eye liner and nail paint brands. From analysis it
is found that there is a significant influence of social factors on the purchase of beauty soap brands in
Hyderabad as ‘p’ value is (.000) and Mumbai as ‘p’ value is (.000).
The analysis shows that social factors has no influence on the purchase decision of face wash in
Hyderabad as ‘p’ value (.333) and Mumbai as ‘p’ value is (.260).
In the case of fairness creams it is found that there is significant influence of social factors on the
purchase decision of fairness creams in Hyderabad as ‘p’ value is (.007) and in Mumbai as ‘p’ value is
(.000).
From analysis it is found that there is no influence of social factors on the purchase decision of different
categories of shampoo brands in Hyderabad as ‘p’ value is (.462) and in Mumbai as ‘p’ value is (.055).
In the case of henna it is found that there is a difference in Hyderabad and Mumbai. Family is
found t be the first source of social influence however, friends 23.8% are the second source of
influence in Hyderabad, where as in Mumbai neighbors 15.6% are found to be the second sources
of influence. Further, it is found that there is a significant influence of social factors on purchase decision
of different categories of henna brands in Hyderabad as ‘p’ value is (.311) and in Mumbai as ‘p’ value is
(.070).
Yet another finding about kajal is that, there is no significant influence of social factors on the purchase
decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.964) where as in Mumbai it is
found that there is a significant influence of social factors on the purchase decision of different categories
of kajal brands in as ‘p’ value is (.000).
It is found that there is association of social factors on the purchase decision of different categories of eye
liner brands in Hyderabad as ‘p’ value is (.004), where as in Mumbai it is found that there is no significant
association of social factors and purchase decision of different categories of eye liner brands as ‘p’ value
is (.077).
In the case of it is found that there is no significant association of social factors and purchase decision of
different categories of nail paint brands in Hyderabad as the ‘p’ value is (.214). It is found that there is a
significant association of social factors and purchase decision of different categories of nail paint brands
in Mumbai as ‘p’ value is (.008).
Chapter V PERSONAL CARE PRODUCTS: THE INFLUENCE OF VALS
This chapter deals with Psychographic segmentation, lifestyle and a detailed analysis of
VALS (Values and Lifestyles) of Hyderabad and Mumbai. The analysis is presented
highlighting three VALS orientation namely; ‘Ideals,’ ‘Achievers’ and ‘Self Expressers.’ The
data collected was analyzed with the help of factor analysis and then chi-square was used
to understand the association between VALS and personal care products.
IDEALS
From analysis, it is also found that ‘Ideals’ has no influence on the purchase of beauty soaps brands
in Hyderabad as ‘p’ value is (.953), where as there it is found that there is a significant influence of
‘Ideals’ on the purchase of beauty soap brands in Mumbai as ‘p’ value is (.000).
In the case of face wash it is found that ‘Ideals’ has no influence on the purchase of face wash brands
in Hyderabad as ‘p’ value is (.219), as well as in Mumbai as ‘p’ value is (.452).
From analysis it is observed that there is no significant influence of ‘Ideals’ on the purchase decision
of fairness creams in Hyderabad as ‘p’ value is (.339) as well as Mumbai as ‘p’ value is (.780).
It is inferred that there is no influence of ‘Ideals’ on the purchase decision of different categories of
shampoo in Hyderabad as ‘p’ value is (.233) brands as well as Mumbai as ‘p’ value is (.751).
In the case of henna brands it is inferred that there is a no significant influence of ‘Ideals’ on
purchase decision of different categories of henna brands in Hyderabad as ‘p’ value is (.572) and in
Mumbai as ‘p’ value is (.854).
From analysis of hair oils it is found that ‘Ideals’ influences purchase decision of different categories
of hair oil brands in Hyderabad as ‘p’ value is (.007) as well as in Mumbai also as ‘p’ value is (.001).
It is found that there is a significant influence of ‘Ideals’ on the purchase decision of different
categories of kajal brands in Hyderabad as ‘p’ value is (.021) However, it is inferred that there is no a
significant influence of ‘Ideals’ on the purchase decision of different categories of kajal brands
Mumbai as ‘p’ value is (.372).
From analysis of eye liner it is inferred that there is no association between ‘Ideals’ and the purchase
decision of different categories of eye liner brands in Hyderabad as ‘p’ value is (.198), as well as in
Mumbai as ‘p’ value is (.721).
Further, it is inferred that there is no significant association between ‘Ideals’ and purchase decision
of different categories of nail paint brands in Hyderabad as the ‘p’ value is (.059). It is also found that
there is a significant association of ‘Ideals’ factors and purchase decision of different categories of
nail paint brands in Mumbai as ‘p’ value is (.015).
ACHIEVERS
From analysis of beauty soaps it is also found that ‘Achievers’ has no influence on the purchase of
beauty soaps brands in Hyderabad as ‘p’ value is (.701), where as there it is found that there is a
significant influence of ‘Achievers’ on the purchase of beauty soap brands in Mumbai as ‘p’ value is
(.000).
In the case of face wash it is also found that ‘Achievers’ has influence on the purchase of face wash
brands in Hyderabad as ‘p’ value is (.000), it is also found that ‘Achievers’ has no influence on the
purchase of face wash brands in Hyderabad as ‘p’ value is in Mumbai as ‘p’ value is (.516).
It is found that there is significant influence of ‘Achievers’ on the purchase decision of fairness
creams in Hyderabad as ‘p’ value is (.011), however, it is found that there is no significant influence
of ‘Achievers’ on the purchase decision of fairness creams in Mumbai as ‘p’ value is (.780).
One another finding is that there is no influence of ‘Achievers’ on the purchase decision of different
categories of shampoo in Hyderabad as ‘p’ value is (.952) brands as well as Mumbai as ‘p’ value is
(.338).
From the analysis it is inferred that there is a no significant influence of ‘Achievers’ on purchase
decision of different categories of henna brands in Hyderabad as ‘p’ value is (.642) and in Mumbai
as ‘p’ value is (.632).
In the case of hair oil it is found that ‘Achievers’ have no influence on purchase decision of different
categories of hair oil brands in Hyderabad as ‘p’ value is (.099), however it is inferred that ‘Achievers’
influences purchase decision of different categories of hair oil brands in Mumbai as ‘p’ value is
(.000).
In the case of kajal brands it is found that there is a significant influence of ‘Achievers’ on the
purchase decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.036) as well
as in Mumbai as ‘p’ value is (.000).
Next finding is that there is no association between ‘Achievers’ and the purchase decision of
different categories of eye liner brands in Hyderabad as ‘p’ value is (.949), as well as in Mumbai as
‘p’ value is (.721).
It is concluded that there is significant association between ‘Achievers’ and purchase decision of
different categories of nail paint brands in Hyderabad as the ‘p’ value is (.006) as well as Mumbai as
‘p’ value is (.015).
SELF EXPRESSERS
It is also found that ‘Self Expressers’ has no influence on the purchase of beauty soaps brands in
Hyderabad as ‘p’ value is (.903), where as there it is found that there is a significant influence of ‘Self
Expressers’ on the purchase of beauty soap brands in Mumbai as ‘p’ value is (.044).
It is also inferred that ‘Self Expressers’ has no influence on the purchase of face wash brands in
Hyderabad as ‘p’ value is (.937), However, it is also found that ‘Self Expressers’ has no influence on
the purchase of face wash brands in Mumbai as ‘p’ value is (.000).
In the case of fairness creams it is inferred that there is no significant influence of ‘Self Expressers’
on the purchase decision of fairness creams in Hyderabad as ‘p’ value is (.087) as well as Mumbai
as ‘p’ value is (.356).
It is observed that there is no influence of ‘Self Expressers’ on the purchase decision of different
categories of shampoo in Hyderabad as ‘p’ value is (.196) brands as well as Mumbai as ‘p’ value is
(.751).
Yet another finding is that there is a no significant influence of ‘Self Expressers’ on purchase
decision of different categories of henna brands in Hyderabad as ‘p’ value is (.155) and in Mumbai
as ‘p’ value is (.053).
From analysis it is found that ‘Self Expressers’ influences purchase decision of different categories
of hair oil brands in Hyderabad as ‘p’ value is (.838) as well as in Mumbai also as ‘p’ value is (.292).
One more analysis of kajal brands is that there is a significant influence of ‘Self Expressers’ on the
purchase decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.953) as well
as Mumbai as ‘p’ value is (.953).
From analysis of eye liners it is inferred that there is no association between ‘Self Expressers’ and
the purchase decision of different categories of eye liner brands in Hyderabad as ‘p’ value is (.147),
as well as in Mumbai as ‘p’ value is (.081).
In the case of nail paint it is inferred that there is no significant association between ‘Self Expressers’
and purchase decision of different categories of nail paint brands in Hyderabad as the ‘p’ value is
(.641). It is also found that there is a significant association of ‘Self Expressers’ factors and purchase
decision of different categories of nail paint brands in Mumbai as ‘p’ value is (.037).
Chapter VI PERSONAL CARE PRODUCTS: IMPACT OF INFORMATION ON
PURCHASE DECISION
This chapter presents different sources of information which includes Advertising, Sales
Promotion, Personal Selling and Publicity. It is found that advertising is the major source of
influence in the purchase decision of all the personal care products like beauty soaps, face
wash, fairness creams, shampoo, henna, hair oil, kajal, eye liner and nail paint in Hyderabad
and Mumbai cities. The analysis of informational factors influencing the purchase of
personal care products is tabulated and presented in the form of frequencies, averages and
chi-square analysis.
In the case of beauty soaps it is found that there is a significant influence of informational sources on
purchase decision of beauty soap brands in Hyderabad as ‘p’ value is (.000) and in Mumbai as ‘p’
value is (.002).
The analysis of face wash shows that informational sources has no influence on the purchase
decision of face wash in Hyderabad as ‘p’ value (.104) and in Mumbai as ‘p’ value is (.160).
From analysis of fairness creams it is found that there is significant influence of informational
sources on the purchase decision of fairness creams in Hyderabad as ‘p’ value is (.006), where as it
is found that there is no significant influence of informational sources on the purchase decision of
fairness creams in Mumbai as ‘p’ value is (.780).
It is inferred that there is influence of informational sources on the purchase decision of different
categories of shampoo in Hyderabad as ‘p’ value is (.000) brands in Mumbai as ‘p’ value is (.000).
In the case of henna brands it is observed that there is a no significant influence of informational
sources on purchase decision of different categories of henna brands in Hyderabad as ‘p’ value is
(.213) and in Mumbai as ‘p’ value is (.065).
Along with advertising as a major source of influence it is also found that personal selling is
playing a role in influencing the purchase of hair oil. Further, it is found that informational
sources influences purchase decision of different categories of hair oil brands in Hyderabad as ‘p’
value is (.025) and it is found that informational sources have no influence on purchase decision of
different categories of hair oil brands in Mumbai also as ‘p’ value is (.104).
In the case of kajal brands it is found that there is a significant influence of informational sources on
the purchase decision of different categories of kajal brands in Hyderabad as ‘p’ value is (.031) as
well as Mumbai as ‘p’ value is (.000).
From the analysis it is found that there is no association between informational sources and the
purchase decision of different categories of eye liner brands in Hyderabad as ‘p’ value is (.205), as
well as in Mumbai as ‘p’ value is (.781).
Another finding from analysis revealed that there is no significant association between information
factors and purchase decision of different categories of nail paint brands in Hyderabad as the ‘p’
value is (.178). It is also found that there is a significant association of informational factors and
purchase decision of different categories of nail paint brands in Mumbai as ‘p’ value is (.000).
Chapter VII SUMMARY CONCLUSIONS AND SUGGESTIONS
This chapter summarizes the study, presents major findings of the study, presents broad
conclusions and offers a few suggestions. It highlights the contribution of the present study.
In addition it identifies the areas for further research.
1. More advanced and customized products may be launched in all the seven product
categories like; beauty soaps, face wash, fairness creams, shampoo, hair oil, kajal and
nail paint since almost all the respondent are using these in Hyderabad as well as in
Mumbai, except for eye liner and henna as the usage is not much in these product
categories.
2. With reference to Mumbai the manufactures may adopt customized pricing, promotion,
packing and distribution strategy to gain better penetration of brands as there is
influence of demographic attributes on the purchase decision of personal care products.
3. In case of henna, manufacturers need to position their product against the chemical
coloring products by creating better awareness of this natural product through
advertisements and by educating the benefits to beauticians and beauty parlor outlets to
promote henna instead of hair colors.
4. As most of the demographic, social or informational attributes have no influence on
purchase decision of shampoo, hence; other factors like price, and quality might be
considered during promotion.
5. Manufacturers of eye liner product category may continue with existing functional
product as there is no influence of demographic, social, information or VALS on
purchase decision, hence; it may be said that product customization is not necessary for
this product category.
6. In the case of kajal, as the only factor influencing is age promotion strategy may be
developed by keeping in mind the other factors also.
7. Where ever applicable VALS except (‘Self Expressers’) influence the purchase decision
of the personal care products, hence; the manufacturers should keep the lifestyle of
individual consumers in mind while designing the products, price, package, place and
promotion to attract different Lifestyles consumers.
8. The advertising theme of beauty soap may be set against the backdrop of family as the
most influencing social factor is family in purchase decision. Similarly, in the case of
fairness cream and face wash advertising theme should be set around the friends rather
than any other social factor as this attributes is influencing the purchase decision.
9. In the case of shampoo, henna and hair oil the advertising theme or the brand advocacy
must be done through family rather than other sources as this is the major source of
social influence in purchase decision.
10. Perhaps the advertising or the brand advocacy promoted through family in the case of
kajal and friends in the case of eye liner.
11. Similar, in the case of purchase of nail paint friends are the major source of influence so
the advertising theme should be more young and vibrant with friends so that it attracts
the users better.
12. Along with television advertising, the other informational sources like; POP, retailers,
newspapers and magazines should be used to promote the skin care products like
beauty soaps, fairness cream and face wash as there will be a greater reach and result
in positive sales figures.
13. In the case of hair care products like shampoo, henna and hair oil along with television
advertising, if retailers push the products or if free samples are distributed there is a
greater chance of acceptance by the consumer.
14. With reference to eye care products like; kajal and eye liner along with television
advertising if POP is utilized to display the product it will attracts the consumer. In the
similar way the retailers should advocate the brand and promotion through women
oriented magazines should be considered as other options.
15. In the case of nail paint along with television advertising the others sources to be
considered are magazines, trying free samples and direct mail for product promotion.
AREAS FOR FURTHER RESEARCH
In view of the gaps in the present study, the following areas of research are suggested for future
exploration
1. A similar study for male personal care products may be undertaken
2. A study on brand satisfaction of the consumers towards the brand personal care
products may also be considered for research.
3. Yet another study worth considering is study on cultural influence on the use of personal
care products.
4. One another research area would be studying perception of consumer towards growing
personal grooming centers like Lakme beauty Salon, Kaya Clinic.
5. The difference between national and international players in personal care products with
special reference to India may also become relevant research.
6. An interesting area for research would be the perception towards herbal and chemical
personal care products.
Suggestions
On the basis of the study and the findings of the study, the following suggestions are made.
Since all the age groups from 15 onwards are using personal care products, many new varieties
are being lunched in the personal care products across the skin care, hair care, eye care and
nail care. This is a good indication that more customized products like age protection will be
accepted across all the age segments. However, only the product henna is found to be not
much in use. The reason is found to be that more of colours are used in the place of henna. If
the henna, which is more nature, manufacturers could directly position their product against the
chemical colours and create more awareness through advertisements and beauty parlor and
beauticians, there is a greater chance that henna may be accepted.
Conclusion
With the growing income of Indian women the scope and future of personal care industry is
showing positives growth in India. With many national and international players the choices
have also increased for women in India. Indian personal care products grew from just one
national brand fair & lovely to ten different line extensions today.
Scope for Future Research
In view of the gaps in the present study, the following areas of research are suggested for future
exploration
7. A similar study for male personal care products
8. A study on brand satisfaction of the consumers towards the brand personal care
products.
9. A study on cultural influence on the use of personal care products.
10. A study on perception towards the growing personal grooming centers like Lakme
beauty Salon, Kaya Clinic.
11. To find the difference between national and international players in personal care
products with special reference to India.
12. To study the perception towards herbal and chemical personal care products.
.
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15.12.09
http://www.fda.gov/Cosmetics/GuidanceComplianceRegulatoryInformation/ucm074201.htm
visited on -07-10-09
http://www.ctfa.org/http://www.researchonindia.com/reportdetails.php?ItemId=131http://reports.innovaro.com/reports/product-insights-personal-care-in-india
ANNEXURE
Interview Schedule
Factor Analysis of VALS
Interview Schedule
Consumer Behavior towards Branded Female Personal Care Products: A Select Study
Information obtained will be strictly used only for academic purpose
1) Please answer the below questions below. Specific if you have any other product
Specify your brand
Amount spent monthy approximately
Since how long you used this brand in years/months
1 Soaps 2 Face Wash3 Fairness cream4 Shampoo 5 Henna 6 Hair oil 7 Kajal8 Eye Liner9 Nail Paint/polish
2) Type of retail outlet visited to buy the above brands mentioneda) Bangles stores, b) Kirana Store, c) Medical Stores, d) Super market,e) Hypermarket, f) Speciality Stores, g) Malls and h) others specific __________
3) Please Tick whether most of the times the brands specified in previous question has satisfied you?
5 Strongly
agree
4 Agree
3Neutral
2 Disagree
1 Strongly Disagree
1 Soaps 2 Face Wash3 Fairness cream4 Shampoo 5 Henna 6 Hair oil 7 Kajal8 Eye Liner9 Nail Paint/polish
4) Below mentioned are the persons who might influence the purchase of personal care products.
Please tick the appropriate reason for purchasing the following categories of brands mentioned in the
previous question.
Friends Family Neighbors Colleagues Not influenced
by anyone
1 Soaps
2 Face Wash
3 Fairness Cream
4 Shampoo
5 Henna
6 Hair oil
7 Kajal
8 Eye Liner
9 Nail Paint/polish
5) Below is the source of information that might have influenced decision to buy the below
mentioned items. Tick any one choice for the options below
Soaps Face
Wash
Fairness cream
Shampoo Henna Hair oil
Eye Liner
Kajal Nail Paint/polish
1 Television
2 Radio
3 Newspaper
4 Magazines
5 Retailers
6 Product
Display
(pop)
7 Trying free
sample
8 Sales
persons
9 Consumer
Reports
10 Direct Mail
11 Hoardings/
Banners/
Wall
Painting
12 Internet
6) Tick any one choice for the questions below Mostly
Disagree
Somewhat
disagree
Somewha
t Agree
Mostly
Agree
1) I am often interested in theories.
2) I like outrageous people and things.
3) I like a lot of variety in my life.
4) I love to make things I can use everyday.
5) I follow the latest trends and fashions.
6) I like being in charge of a group.
7) I like to learn about art, culture, and history.
8) I often love excitement.
9) I am really interested only in a few things.
10) I would rather make something than buy it.
11) I dress more fashionably than most people.
12) The central government should encourage prayers in public schools.
13) I have more ability than most people.
14) I consider myself an intellectual.
15) I like trying new things.
16) I am very interested in how mechanical things, such as engines, work.
17) I like to dress in the latest fashions.
18) There is too much obscenity on television today.
19) I like to lead others.
20) I would like to spend a year or more in a foreign country.
21) I must admit that my interests are somewhat narrow and limited.
22) I like making things of wood, metal, or other such material.
23) A woman's life is fulfilled only if she can provide a happy home for her family.
24) I like the challenge of doing something I have never done before.
25) I like to learn about things even if they may never be of any use to me.
26) I would like to understand more about how the universe works.
27) I don’t like sudden change in my life
7) Tick any one choice for the questions below 5
StronglyAgree
4Agree
3Neutral
2Disagree
1 Strongly Disagree
1) Most of the times the brand purchased satisfied my need
2) If there was a problem in the brand usually I could have customer care assistance
3) I filled the customer feedback form for the brand of cosmetics used
4) I feel the feedback taken will be implemented to some extent atleast by the brand owner
5) I don’t like to change the brand even if the price is increases by more than 20%
6) If the new promotion (Adversitement or any print ad ) is not good I still stick with my brand preferred
7) If the packaging of the brand changes I don’t hesitate to purchase it
8) If I don’t find my preferred brand in one store I am ready to travel an extra mile and search for it
9) If features of the brand change I would like to continue with the same brand
10) If you come to know that the brand of your choice belonging to one manufacturer has landed into legal allegation you still continue using it.
11) I would suggest the brand I use to my friends and relatives
12) The brand i useful to me always13) If I don’t find my preferred brand easily
whenever it is available ready to buy in bulk
8) Specify the area of living:
9) Age:
(a) 15-25, ( ) (d) 46 -55 and ( )
(b) 26-35, ( ) (e) above 55 ( )
(c) 36-45, ( )
10) Occupation:
(a) Student ( ) (b)house wife ( )
(c) employee ( ) (d) businesswoman ( )
(e) retired ( ) (f) others specify ________________________
11) Education:
(a) No formal education, (b) up to 9th class
(c) 10th – 12th Class, (d) Diploma,
(e) UG Degree, (f) P.G and (g) Doctoral degree.
12) Monthly income: (a) below 10,000, (b) 10,001-20,000,
(c) 20,001-30,000, (d) 30,001-40,000,
(e) 40,001-50,000 and (f) above 50,001
13) Average time consumed in making a purchase decision: (a) 0-15mins,
(b) 16-30mins, (c) 31-45mins, (d) 46 – 60mins
14) email Id
15) Mobile
Thank you for sparing your valuable time
CHAPTER V
Rotated Component Matrix(a) Hyderabad
Component 1 2 3 4 5 6 7 8 9 10I am often interested in theories.
.310-.12
0-.00
5.017 .290 .369
-.099
-.207.14
0.388
I like outrageous people and things.
-.136
.123 .111 .153 .023-.05
0-.64
7.025
-.139
.070
I like a lot of variety in my life.
.176 .425 .285-.24
4.033
-.215
.138 .136.01
9.244
I love to make things I can use everyday.
.120 .034 .041 .055 .740 .004 .276 -.066-.10
7-.10
4
I follow the latest trends and fashions.
.080 .660 .124-.16
3.267
-.177
-.166
.219-.11
9-.23
8
I like being in charge of a group.
.303 .364-.13
0-.17
6.153 .094 .162 .388
.048
.161
I like to learn about art, culture, and history.
.308-.05
8.001 .568 .165 .096
-.096
-.060-.01
6.038
I often love excitement.
.459 .106 .497 .210-.04
3.003 .083 -.087
-.024
.068
I am really interested only in a few things.
.023-.28
0.132
-.020
.164-.10
1-.00
7.162
.609
.127
I would rather make something than buy it.
-.234
.120 .154 .118 .255 .600 .151 -.238.10
0-.03
6
I dress more fashionably than most people.
.027 .747-.01
1.111
-.078
.138 .043 -.022-.21
2.046
The central government should encourage prayers in public schools.
-.087
.057-.06
0.571 .238
-.357
.112 -.023.27
0-.09
9
I have more ability than most
-.117
.151 .133 .655 -.082
.163 .037 .151 -.083
.210
people. I consider myself an intellectual.
.067 .070 .071 .190-.02
6.006
-.098
.205-.01
9.712
I like trying new things.
.228-.10
9.719 .123 .097
-.149
-.051
.005-.04
5-.02
6 I am very interested in how mechanical things, such as engines, work.
.417 .070 .000 .169-.08
1.224
-.266
.305.11
3-.48
2
I like to dress in the latest fashions.
.070 .730 .014 .151-.05
7-.04
2-.18
6-.019
.095
.032
There is too much obscenity on television today.
-.035
-.064
.039 .276 .092 .239 .633 .230-.08
7.041
I like to lead others.
.067 .057 .019 .084-.11
1-.10
3.083 .788
-.007
.088
I would like to spend a year or more in a foreign country.
-.123
.287 .597-.12
5-.24
0.105
-.079
-.006.06
0.119
I must admit that my interests are somewhat narrow and limited.
-.073
.044-.12
0.029
-.116
.093 .067 -.125.79
6-.10
9
I like making things of wood, metal, or other such material.
.223-.05
4-.16
6.035
-.143
.658 .169 .060-.04
7-.01
5
A woman's life is fulfilled only if she can provide a happy home for her family.
-.012
-.035
-.145
.133 .639 .002-.31
2-.034
.136
.190
I like the challenge of doing something I have never done before.
.578 .070 .211 .036 .201-.01
8-.00
8.139
.133
-.035
I like to learn about things even if they may
.607 .001-.09
9-.17
2.053 .076 .053 .211
-.059
.264
never be of any use to me. I would like to understand more about how the universe works.
.673 .110 .077 .063-.06
2.014 .097 -.088
-.142
-.084
I don't like sudden change in my life
.312 .214-.41
3.143
-.019
-.282
.288 -.303.22
0.214
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.a Rotation converged in 17 iterations.
Rotated Component Matrix(a) Mumbai
Component 1 2 3 4 5 6 7 8 9 10I am often interested in theories.
-.060 .120-.16
3.565 -.022 .258 .291
-.072
-.094
.077
I like outrageous people and things.
.449 .291 .205-.20
3.054 -.280
-.092
.178-.47
1.215
I like a lot of variety in my life.
.190 .528-.20
2-.09
8-.210 .029 .085 .075 .070 .059
I love to make things I can use everyday.
.077-.01
4.025 .077 .096 .761 .070 .007 .048 .214
I follow the latest trends and fashions.
.635 .139 .124-.14
9-.033 .417
-.100
.134 .173 .101
I like being in charge of a group.
.219-.01
7.706
-.087
.125 .149-.02
5.279 .111 -.018
I like to learn about art, culture, and history.
.126-.09
6.490 .633 .112 -.025
-.136
-.112
.155 -.105
I often love excitement.
.368 .133 .262 .277 .288 -.184 .274 .113 .434 -.203
I am really interested only in a few things.
-.016 .113 .025 .028 -.078 .229 .678-.07
3-.18
4.211
I would rather make something than buy it.
.034-.08
5-.00
4.683 -.020 .077 .101 .357
-.206
-.028
I dress more .613 .112 -.07 .278 -.228 .310 -.31 .150 .021 -.120
fashionably than most people.
5 4
The central government should encourage prayers in public schools.
.198 .167 .104-.11
4-.039 .046
-.088
.223 .765 .170
I have more ability than most people.
-.008 .090 .053 .066 -.093 .282-.31
1.576 .326 -.082
I consider myself an intellectual.
.025 .086 .102 .071 .094 -.074 .103 .753 .081 .012
I like trying new things.
.072 .700 .303 .083 -.059 .018 .132 .157 .104 -.073
I am very interested in how mechanical things, such as engines, work.
.065-.04
9-.06
3-.04
7.742 .004
-.068
.043-.00
5-.084
I like to dress in the latest fashions.
.810 .075 .066-.00
6.151 -.015
-.056
-.154
.069 .055
There is too much obscenity on television today.
-.127 .042-.06
3.562 .011 -.342
-.007
.042 .227 .220
I like to lead others.
-.075 .123 .869 .011 -.111 -.002-.04
1-.04
3-.03
8.093
I would like to spend a year or more in a foreign country.
.071 .588 .121-.01
9-.034 -.038 .260
-.036
-.296
-.343
I must admit that my interests are somewhat narrow and limited.
-.164 .007-.10
5.137 -.042 -.162 .742 .090 .119 -.061
I like making things of wood, metal, or other such material.
-.213-.28
8-.11
4.082 .494 -.109
-.005
.432-.16
0.180
A woman's life is fulfilled only if she can provide a happy home for
.105 .006 .091 .084 -.166 .204 .159 .000 .064 .809
her family. I like the challenge of doing something I have never done before.
.105 .469 .169-.09
6.135 .456
-.217
-.001
.021 -.069
I like to learn about things even if they may never be of any use to me.
-.401 .317 .124 .093 .472 .124-.19
0-.02
4.036 .054
I would like to understand more about how the universe works.
.200 .112 .163 .042 .577 .302 .101 .002 .033 -.328
I don't like sudden change in my life
.064-.61
9.107
-.070
-.287 -.006 .132 .076-.13
0-.216
Rotated Factor Matrix (loading criteria > 0.5)Hyderabad
Component 1 2 3 4 5 6 7 8 9 10 I like outrageous people and things.
-.647
I love to make things I can use everyday.
.740
I follow the latest trends and fashions.
.660
I like to learn about art, culture, and history.
.568
I am really interested only in a few things.
.609
I dress more fashionably than most people.
.747
The central government .571
should encourage prayers in public schools. I have more ability than most people.
.655
I like trying new things.
.719
I like to dress in the latest fashions.
.730
There is too much obscenity on television today.
.633
I like to lead others.
.788
I would like to spend a year or more in a foreign country.
.597
I must admit that my interests are somewhat narrow and limited.
.796
I like making things of wood, metal, or other such material.
.658
A woman's life is fulfilled only if she can provide a happy home for her family.
.639
I like the challenge of doing something I have never done before.
.578
I like to learn about things even if they may never be of any use to me.
.607
I would like to understand more about how the universe works.
.673
Rotated Factor Matrix (loading criteria > 0.5) MumbaiComponent
1 2 3 4 5 6 7 8 9 10I am often interested in theories.
.565
I like a lot of variety in my life.
.528
I love to make things I can use everyday.
.761
I follow the latest trends and fashions.
.635
I like being in charge of a group.
.706
I like to learn about art, culture, and history.
.633
I am really interested only in a few things.
.678
I would rather make something than buy it.
.683
I dress more fashionably than most people.
.613
The central government should encourage prayers in public schools.
.765
I have more ability than most people.
.576
I consider myself an intellectual.
.753
I like trying new things.
.700
I am very interested in how .742
mechanical things, such as engines, work.I like to dress in the latest fashions.
.810
There is too much obscenity on television today.
.562
I like to lead others.
.869
I would like to spend a year or more in a foreign country.
.588
I must admit that my interests are somewhat narrow and limited.
.742
A woman's life is fulfilled only if she can provide a happy home for her family.
.809
I would like to understand more about how the universe works.
.577
I don't like sudden change in my life
-.619
Communalities (Hyderabad)
Initial ExtractionI am often interested in theories. 1.000 .554
I like outrageous people and things. 1.000 .515I like a lot of variety in my life. 1.000 .497
I love to make things I can use everyday. 1.000 .670I follow the latest trends and fashions. 1.000 .733
I like being in charge of a group. 1.000 .509
I like to learn about art, culture, and history. 1.000 .472I often love excitement. 1.000 .534
I am really interested only in a few things. 1.000 .547I would rather make something than buy it. 1.000 .623I dress more fashionably than most people. 1.000 .646
The central government should encourage prayers in public schools.
1.000 .620
I have more ability than most people. 1.000 .592I consider myself an intellectual. 1.000 .611
I like trying new things. 1.000 .633I am very interested in how mechanical things, such
as engines, work.1.000 .673
I like to dress in the latest fashions. 1.000 .611
There is too much obscenity on television today. 1.000 .612
I like to lead others. 1.000 .674I would like to spend a year or more in a foreign
country.1.000 .562
I must admit that my interests are somewhat narrow and limited.
1.000 .709
I like making things of wood, metal, or other such material.
1.000 .569
A woman's life is fulfilled only if she can provide a happy home for her family.
1.000 .602
I like the challenge of doing something I have never done before.
1.000 .464
I like to learn about things even if they may never be of any use to me.
1.000 .536
I would like to understand more about how the universe works.
1.000 .523
I don't like sudden change in my life 1.000 .682Source: Primary Data
Communalities (Mumbai)
Initial ExtractionI am often interested in theories. 1.000 .535
I like outrageous people and things. 1.000 .758I like a lot of variety in my life. 1.000 .432
I love to make things I can use everyday. 1.000 .655I follow the latest trends and fashions. 1.000 .704
I like being in charge of a group. 1.000 .682I like to learn about art, culture, and history. 1.000 .745
I often love excitement. 1.000 .733
I am really interested only in a few things. 1.000 .616I would rather make something than buy it. 1.000 .662I dress more fashionably than most people. 1.000 .755
The central government should encourage prayers in public schools.
1.000 .766
I have more ability than most people. 1.000 .644I consider myself an intellectual. 1.000 .622
I like trying new things. 1.000 .656I am very interested in how mechanical things, such as
engines, work.1.000 .576
I like to dress in the latest fashions. 1.000 .724There is too much obscenity on television today. 1.000 .557
I like to lead others. 1.000 .801I would like to spend a year or more in a foreign
country.1.000 .642
I must admit that my interests are somewhat narrow and limited.
1.000 .661
I like making things of wood, metal, or other such material.
1.000 .648
A woman's life is fulfilled only if she can provide a happy home for her family.
1.000 .780
I like the challenge of doing something I have never done before.
1.000 .547
I like to learn about things even if they may never be of any use to me.
1.000 .564
I would like to understand more about how the universe works.
1.000 .624
I don't like sudden change in my life 1.000 .573Source: Primary Data
Total Variance Explained (Hyderabad)
Component
Initial EigenvaluesExtraction Sums of Squared
LoadingsRotation Sums of Squared
Loadings
Total% of
Variance
Cumulative %
Total% of
Variance
Cumulative %
Total% of
VarianceCumulative %
1 2.949 10.922 10.922 2.949 10.922 10.922 2.204 8.162 8.162
2 2.220 8.221 19.142 2.220 8.221 19.142 2.185 8.092 16.253
3 1.721 6.374 25.516 1.721 6.374 25.516 1.611 5.966 22.220
4 1.582 5.860 31.376 1.582 5.860 31.376 1.569 5.811 28.031
5 1.568 5.806 37.182 1.568 5.806 37.182 1.507 5.581 33.612
6 1.347 4.988 42.170 1.347 4.988 42.170 1.458 5.399 39.011
7 1.226 4.541 45.711 1.226 4.541 46.711 1.390 5.148 44.159
8 1.181 4.375 51.086 1.181 4.375 51.086 1.375 5.094 49.253
9 1.145 4.241 55.327 1.145 4.241 55.327 1.351 5.005 54.258
10 1.036 3.837 59.165 1.036 3.837 59.165 1.325 4.907 59.165
11 .959 3.552 62.716
12 .885 3.278 65.994
13 .866 3.207 69.202
14 .834 3.090 72.292
15 .791 2.931 75.223
16 .762 2.823 78.046
17 .734 2.719 80.765
18 .681 2.523 83.288
19 .656 2.429 85.717
20 .616 2.281 87.998
21 .586 2.170 90.168
22 .540 2.001 92.169
23 .487 1.803 93.971
24 .457 1.693 95.664
25 .441 1.635 97.299
26 .395 1.463 98.762
27 .334 1.238 100.000
Source: Primary Data
Total Variance Explained (Mumbai)
Compone
nt
Initial EigenvaluesExtraction Sums of Squared Loadings
Rotation Sums of Squared Loadings
Total% of Variance
Cumulative
%Total
% of Varian
ce
Cumulative
%Total
% of Variance
Cumulative %
13.68
013.63
113.63
13.68
013.631
13.631
2.2598.36
88.368
22.25
68.354
21.985
2.256
8.35421.98
52.161
8.004
16.372
32.03
57.537
29.522
2.035
7.53729.52
21.950
7.221
23.593
41.87
76.953
35.475
1.877
6.95336.47
51.833
6.790
30.384
51.58
55.871
42.346
1.585
5.87142.34
61.765
6.538
36.922
61.46
15.411
47.757
1.461
5.41147.75
71.711
6.338
43.260
71.40
15.187
52.944
1.401
5.18752.94
41.674
6.199
49.459
81.22
04.519
57.463
1.220
4.51957.46
31.523
5.640
55.099
91.11
34.122
61.585
1.113
4.12261.58
51.487
5.506
60.605
101.03
83.845
65.430
1.038
3.84565.43
01.303
4.825
65.430
11 .979 3.62669.05
6
12 .900 3.33472.39
0
13 .841 3.11675.50
6
14 .785 2.90878.41
5
15 .750 2.77981.19
3
16 .693 2.56683.75
9
17 .658 2.43786.19
6
18 .609 2.25688.45
2
19 .512 1.89790.34
8
20 .452 1.67492.02
2
21 .417 1.54693.56
8
22 .362 1.34094.90
8
23 .327 1.21196.11
9
24 .312 1.15797.27
6
25 .282 1.04598.32
1
26 .248 .91999.23
9
27 .205 .761100.0
00Source: Primary Data
Scree Plot(a) Hyderabad
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Component Number
0.0
0.5
1.0
1.5
2.0
2.5
3.0
Eig
enva
lue
Scree Plot
Scree Plot(b) Mumbai
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Component Number
0
1
2
3
4
Eig
enva
lue
Scree Plot