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A Study on
“FINANCIAL INCLUSION AND RURAL CREDIT
IN INDIAN ECONOMY 2000-2010.”
Submitted in the partial fullment of the requirement
for qualifying
Master of Business AdministrationOf
Invertis University
Submitted by
Narendra Singh
Roll No:13!1!3!3"
#ro$e%t guide : A&&i&tant #rof Ra$ee' (handari
Spe%iali)ation: *inan%e
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DECLARATION
+o,
+he -O,
/n'erti& uni'er&ity
Re&pe%ted Sir,
/ the under&igned hereby de%lare that the pro$e%t report
entitled #er%eption and (uying (eha'iour of
0odern on&umer to2ard& #er&onal are
produ%t& original 2or de'eloped and &ubmitted by meunder the guidan%e of #rof. S.4.RO5
+he empiri%al nding& in thi& pro$e%t report are not %opied fromany report and are true and be&t of my no2ledge.
A+6:
#7A6: (areilly
RO77 NO.:13!1!3!!1
Signature of &tudent
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CERTIICATE
+hi& i& to %ertify that the pro$e%t entitled 89 &ubmitted by 8Afreen
An&ari9 in partial fullment for the a2ard of 0a&ter of (u&ine&&
Admini&tration /n'erti& ;ni'er&ity i& her original 2or and doe&
not form any part of the pro$e%t& undertaen pre'iou&ly.
Al&o it i& %ertied that the pro$e%t repre&ent& the original 2or
on the part of the %andidate.
#la%e: (areilly
ate:
Signature of the ire%tor Signature of
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AC!NO"LED#EMENT
=ith immen&e plea&e 2e are pre&enting “#er%eption
and (uying (eha'iour of 0odern on&umer
to2ard& #er&onal are produ%t&.” #ro$e%t report a&
part of the %urri%ulum of 80a&ter of (u&ine&& Admini&tration9.
=e 2i&h to than all the people 2ho ga'e u& unending &upport.
/ e>pre&& my profound than& to #rof. S.4 RO5. pro$e%t
guide and all tho&e 2ho ha'e indire%tly guided and helped u& in
preparation of thi& pro$e%t.
=e al&o lie to e>tend our gratitude to all &ta? and our
%olleague& of ollege of 0anagement, 2ho pro'ided moral&upport, a %ondu%ti'e 2or en'ironment and the mu%h@needed
in&piration to %on%lude the pro$e%t in time and a &pe%ial than&
to my parent& 2ho are integral part of the pro$e%t.
+haning you.
Afreen An&ari
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ABSTRACT
The first and most objective of my study is comparative study of
perception and consumers buying behaviour regarding personal care products. The study of consumer behaviour is the most important
factor for marketing of any goods and services. The consumer
behaviour suggest how individual, groups and organization select,
buy, use and dispose of goods, services, ideas or experience to satisfy
their needs and wants.
It also clues for improving or introducing products or services, setting
price, devising channels etc.
Since liberalization !!" #$I is allowed in India. This has attracted
foreign companies to penetrate the Indian market. The marketers
always look for emergent trends that suggest new marketing
opportunities and here in India a lot of opportunities are available.
The personal care sector is one of the best and important sectors at the
present time. There is a lot of future opportunity in this sector. Theincreasing trend of different cosmetic products, beauty care products,
skin care products, hair care products etc fuels the market growing
opportunity for cosmetic products.
#rom the last couple of years, the demand of personal care products is
not only increase in only women but also it increases in men .e.g.
%imani #air and %andsome mardon wali fairness cream. &ike thatthere are many opportunities has been arising and change is made in
consumers perception.
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Index
a' (cknowledgement
b' )refacec' *xecutive summary
d' contents
. Introduction
+. ack -round of the Study
. /bjective of the study
0. &iterature 1eview2. 1esearch 3ethodology
4. #inding, (nalysis 5 Interpretations
6. conclusion
7. suggestion
8. ibliography
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INTRODUCTION TO THE TOPIC
-enerally, personal care products are these products which a
consumer uses for his personal purpose. It includes differenttypes of cosmetic and skin care products like talc, cold cream,
fairness cream, toothpaste, toothbrush, perfume, deodorant,
hair oil, shampoo, soap, and all type of baby care and beauty
care products. These are the core #39- products. (ny person
need for these products every day.
)ersonal care products are a part of #39- industry. In somewords we can say that personal care products are the
backbone of #39- industry. (s per the time passes
away, the demand of personal care products are also
increasing day per day and future of these products are also
very bright and profitable.
There was a time when consumers not spend too muchamount on the personal care products. ut in those days, they
are not only eager for spending more money on the cosmetic
products, but at the same time they are looking for a good and prestigious brand for the particular product. 3odern media
and advertisement plays an important role in the increasing of
demand of personal care goods. )eople of metro cities are too
much brand conscious but if we look at the people of semiurban and rural areas, they are also looking for a good brand
for the particular product.
%imani #air and %andsome 3ardon :ali #airness 9ream,
Thanda Thanda 9ool 9ool ;avratna talc, International &ux
etc. are the some of the front drive of advertisement in the
way of the success of personal care products.
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BACKGROUND OF THE STUDY
The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. In that time the range of cosmetic
and beauty products in India has widened tremendously.
eauty products manufacturers in India mostly cater to the
great demand for cosmetics and toiletries that fall into the lowor medium
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bombarded with advertisements and information on new
cosmetic products which often translates into the desire to
purchase them. ( boom in the Indian fashion industry has
also been linked to the increased awareness of Indian peopleabout their appearances and conse=uently contributed to an
increase in the demand for cosmetic products. %owever, even
with the massive surge in the popularity of cosmetic products,
statistics have shown that the average Indian consumer spends
much less on cosmetic products than consumers from every
other part of the world. This means that the Indian cosmetic
industry has an even greater potential for growth than it is presently experiencing.
In the entire range of products that fall within the territory of
the Indian cosmetic and toiletries market, the most popular
items are colour cosmetics, of which nail varnish, lipsticks
and lip glosses account for the most sales. In this area, popular local brand names include &akme and 1evlon. Skin
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-reece and make
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Need of !e S"d#
The study is done for getting a deep knowledge and ideaabout Indian cosmetic>>personal care sector. The need or
objective of the study is to know the how much consumers
give preferences to the brand of cosmetic goods whether the
customers are satisfied with the cosmetic products of the
company and how far the company is able to satisfy the
customer in terms of =uality and cost factors since in todays
modern era customers are the focus for any company, anyorganization that without satisfying them no company can
survive in this global competitive age. ;on satisfaction of the
potential customers can lead them to switch over to anotherone. ;ow the policy every company or organization is to
provide satisfaction as there exists a lot of competition for
them. %ence it becomes necessary to conduct a
comprehensive research in terms of customer satisfaction so
that it is able to know how far it stands before others. This
also helps to judge whether if there is any lag in the policy
and could take immediate action to rectify it.
The need of this project also arose because an extensive
survey can help the company whether the work done by thecompany in the area of new products is able to satisfy the
customers or not. The major focus of the research conductedtherefore is to discover the factors that people are aware about
the upcoming new products and the attribute of the product
which attracted them for a trial. The study was restricted to
only around 2!
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/?*9TI@*
1*S*(19% /?*9TI@*
To know about consumers perception and buying behavior
about cosmetic goods when they purchased it.
SA /?*9TI@*
• To determine the actual demand of consumers.
• To know about the performance of popular brands of
different companies in market.
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MA$OR COMPANIES OF PERSONAL CARE SECTOR
MA$OR COSMETIC COMPANIES %&ORLD &IDE'
9ompanyB
. &oreal
+. )rocter 5 -amble
. Anilever
0. (lticor
2. Shiseido4. (von
6. eiers dorf
7. ?ohnson 5 ?ohnson8. (lberto
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MA$OR INDIAN COSMETIC COMPANIES(
In India, there is a complete range of cosmetic companies.itincludes regional companies, national and 3;9s. %industan
Anilever leads the companies which is followed by -odrej
consumer care, )rocter 5 -amble, *mami, $abur and 9alvin
9are.
( broad list of these companies has been given belowB
. %A&
+. -/$1*? 9/;SA3*1 9(1*.
. *3(3I0. IT9.
2. $(A1.
4. )1/9T*1 5 -(3&*.
6. 9(&@I; 9(1*.
7. %(;C*& I;$I( &T$.
8. 3(1I9/.
!. 1*9CITT *;9CIS*1 DI;$I(' &T$.
. 9/&-(T* )(&3/&I@* )@T. &T$.
+. 9%/&EI& )@T.&T$.
. ?.C.%*&*; 9/ATI*S &T$.0. ? & 3/1IS/; I;$I( &T$.
2. 3/$I 1(@&/; &T$.
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1) HUL %H*nd"+,n Un*e.e/ Ld)'
CEO(-N**n P/,n,e.
%industan Anilever &td. %as takes first position in the
cosmetic products selling in India. *very one out of two peoples uses the products of %A&. There is a wide range of
variety of products of %A& in India.
)roduct 1ange D9osmetic'B<
&ux, &ifeboy, %amam,&iril, reeze, $ove, )ears, 1exona
#air5&ovely, )onds,@asaline, (vience , Sunsilk,9linic ,(xe, (yush ,&akme
Surfexel,1in,Sunlight, :heel,
9loseup,,)epsodent
2) GODRE$ CONSUMER PRODUCTS LTD)
CEO(-Ad* God/e )
-odrej 9onsumer 9are is one of the biggest companies in the
field of #39- business. *very one out of three Indians uses
the product of -odrej. It also has a wide verity of cosmetic products.
)roduct 1ange D9osmetic'B<
9inthol, #air glow, *vita, ;o. , @igil, Shikakai, 9olour soft,
;upurDmehandi',
;o., )owder hair die, 1enew Dhair colour', 9inthol
Dshampoo,deo,talc, Saving gel',
*zee
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) EMAMI
CEO( -N)3ENKAT)
)roduct 1ange D9osmetic'B<
oro)lus, #air 5%andsome, #ast 1elief, %air &ife, 3alai
Cesar 9old 9ream, ;avratna /ilD/il, &ite, *xtra Thanda,
9ool Talc' aby massage oil,
4) ITC
CEO( -Y)C)De.e+5e/
)roduct 1ange D9osmetic'B<
*ssenja $e :ills, Inizio, #emme, #i maD2varities',
@ivel,Superia
67DABUR (
CEO(-S"n* D"88,)
)roduct 1ange D9osmetic'B<
(mla hair oil., (mla light oil, vatika, anmol sarson
(mla,-ulabary,9rFme, lotion,
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9) P:GCEO(-A)$)LAFELY
)roduct 1ange D9osmetic'B
)antene,%ead 5 Shoulders, -illette, Safeguard, Gest, /ld Spi
/lay, (ussieDshampoo',
;) M,/*
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>) CA3IN KARE CEO( -C)R,n8,n,!,n
)roduct 1ange D9osmetic'B
9hick, ;yle, Indica, meera badam shampoo, Carthika,#airever, SpinzDtalk5deo.',nyle
coldcream
OTHER COMPANIES
There are some other companies engaged in the business of
cosmetic products. Including them, some are the multinationalcompanies like
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COMPETITION AMONG MA$OR COMPANIES(
There is a huge competition among the companies working
with the personal care segment of #39- industry. %A& is
leading the market in many segments from last
couple of decade. ut right now it is facing a good
competition from the other existing companies like )5-,
3arico, -odrej 9onsumer 9are &td., $abur etc. ( full data ofthese companies and there market share is given in the
following above table.
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The countries largest maker of home and personal care
products, %industan Anilever &td D%A&', has lost marketshare by value over the five =uarters ended 3arch+!!8,
the erosion cutting across key categories such as soaps,
shampoos, toothpastes and skin creams, even as the broader
market expanded significantly
%A& lost considerable market share in soaps, detergents and
shampoos that contribute three
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-odrej ;o. is a product of -odrej 9onsumer )roducts &td
D-9)&' and Santoor is made by :ipro 9onsumer 9are and
&ighting, a unit of :ipro &td.
%A&Hs market share in the laundry segment grew to around
6.7" in the =uarter ended ?une from 2.2" in the same
period last year, according the market research
#irm .
%owever, this time, the increase was not at the expense of
price war with its multinational rival )rocter 5 -amble 9o.
)5- also gained !.2 percentage points, up to a 6.4" share. ;irma &td, the (hmadabad
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LITERATURE REI3E&
Indian cosmetic industry is one of the profitable and stable
sector. There is a bright and golden opportunity in this sector.3any of the scholars, research agencies has done their
research on this sector and given their own different views
and suggestions.
The global outlook series on )ersonal 9are )roducts provides
a collection of statistical anecdotes, market briefs, and concise
summaries of research findings. The report offers exclusive preludes, and primers on the global 9osmetics and Toiletries
markets such as Skin 9are )roducts, %air 9are, /ral %ygiene,
Shaving )roducts, ath 5 Shower )roducts, #acial 9are, &ip9are, #eminine %ygiene )roducts, $eodorants, #ragrances 5
)erfumes, and aby Toiletries. The report also includes a
compilation of recent mergers, ac=uisitions and strategic
corporate developments. 3ajor regional markets discussed
include Anited States, ?apan, *urope, #rance, -ermany, Italy,
AC, Spain, (sia, 9hina, India, South Corea, razil, and
3exico, among others. The report also includes an indexed,
easy
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for each region and product segment for the period of +!!
through +!2. ( ten9reams,
5 /thers', and, Sun 9are )roducts.The report provides
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separate comprehensive analytics for the AS, 9anada, ?apan,
*urope, (sia
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RESEARCH METHODOLOGY
METHOD OF DATA COLLECTION
a' Secondary
3y research aims to gather primary data for understanding
9onsumer behavior through =uestionnaire.
DATA SOURCE
Secondary data are those which has been collected by some
one else and which already have been passed through
statistical process. Secondary data has been taken frominternet, newspaper, magazines and companies web sites.
There are basically two sources to collect secondary data
a' InternallyB )rovided by the company>organization
b' *xternallyB @arious publication of central, state and local
-overnment.
ooks, magazines, newspapers Internet. (fter only keeping inmind one can think about what type of data has to be collected
during research as our research is concerned we have to gather secondary data for 9ustomer behaviour .
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DATA ANALYSIS B
There is a number of data analysis has been done on the basisof =uestionnaire and different basis. Theses basis of
=uestionnaire has been made on different preference and
buying habit of consumers. The data analysis is given as
followsB
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T(&* B
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Interpretation
The above data shows the expenses percentage of consumerson cosmetic products. (ccording to this table, +!" of
consumers below 2!! 1s. on cosmetic items, "peoples
spend 1s.2!!
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TABLE 2-
TRUST&ORTHINESS OF BRANDS
#actors ;o. of consumers
)roduct origin !
(wards received 2!
&aboratory reports 2!
*ditorial recommendation +!
A
(
33
!
Chart Tit$e
InterpretationB <
The above data shows that the " of consumers trust on
brands on the basis of awards received by the brands 5
laboratory reports. /nly +!" of consumers want to know
product origin.
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TABLE (-SOURCES OF BRAND A&ARENESS)
S/A19*S ;/. /f 9/;SA3*1S
Internet +!
Seminar !
;ewspaper 4!
Samples +2
&eaflets !
:ords of mouth +2
! C " D 1! 1
InterpretationB
The above table shows the different sources from where
consumers are able to know about cosmetic products. 2!" of
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the consumers are getting aware with the products from
advertising in T.@ or some other medium. +7" of the
consumers are get aware about the product by their
friends.+" of consumers are able to know about the productsthrough some other sources like free sampling, mass media,
brand promotion etc.
TABLE 4(-
(reas interest the consumer most
(rea ;o. of consumers$iscount 4!
&atest product 2!
)roduct reviews !eauty !
A
(
InterpretationB
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The above data shows the customer interest.0!" of customer
look for discount and " of consumers take interest towards
the availability of latest product in the market and +!" are
beauty conscious.
TABLE 6-
)1*#*1*9* /# $I##*1*;T 1(;$S D9/A;T1E
:IS*'
brands ;o. of consumers
;ational 7+
International 2
&ocal 6
22"0"
"
A
(
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InterpretationB
The above data table shows the preference of consumers
towards different brands of cosmetic products on the basis of
country. 22" of consumers prefer the brands of differentnational companies. The main reason is less price and
relatively good =uality. 0" consumers prefer the brands
international companies or imported products. These
consumers contains models, relatively rich people,
professionals etc. last " consumers prefers local goods.
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TABLE 9( -
S%/))I;- %(IT /# 9/;SA3*1S #/1 )&(9*
)laces ;o. of consumers
3alls +
Supermarkets 6+
Traditional shops 6
e
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The above data shows the different habits of consumers
during they are on a way to purchase the products. There was
a time when consumers gone to only one or two storesavailable in an area. They purchase only those things which
the retailer gives them. (t the time, the consumers have very
limited choice due to unavailability of more retail stores in an
area. ut now a day there is a bunch of availability of super
markets, malls, and different ways to shopping. (t the present
time, 07" of people goes to a super market, +2" goes to
same old traditional stores, these persons are eitherfrom backward area or some semi urban areas. +" peoples
goes to malls for shopping, these are the peoples of metro
cities or good developed city like &ucknow, (hemdabad, and)une etc. 1emaining 4" people deals with e
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TABLE ;(-
(##*9TI;- #(9T/1S 1*S)/;S&* #/1 T%*
AEI;- $*9ISI/;.
*ffecting factors ;o of consumers
9ompany 6
)ackaging +7rand name 26
price 07
1(;$ ;(3* 7"
)1I9* +"
)(9C(-I;- 8"
9/3)(;E "
A
(
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InterpretationB
The above table shows the different factors which effects the buying decision of the consumers. (t the present time more
than 2"D7"' of consumers prefers the brand name before
purchasing of a cosmetic product. +" of consumers prefers
price as a important factor in the purchasing of a cosmetic
product. 8" preference goes to the packaging and remaining
" preference goes to reputation of companies.
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CONCLUSION AND SUGGESTION
CONCLUSION(
(s the research has shown the comparison between customer
buying behaviour regarding Indian and International product
in recent time. Since the consumer buying behaviour is the
important factor to forecast the sales of any product in a
particular area. So company should keep close eye on the
market situation. yet, customer were price sensitive, but the
changing market trend and customer view and preferenceshown that customer are now =uality sensitive .They want
=uality product, good services, easy availability of product
and better performance by the product.
These days no of customer buying from malls has been
increased. (lso the fre=uency to visit the malls has been
increased substantially. )eople are more brands conscious and
they are satisfied with the range of products available there.
:e can conclude from our study that still more inclination is
towards indigenous product the preference ratio of indigenous
to imported products is 6B This is because of the relatively
higher price of imported product.
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S"88e+*on+
. 9ustomer like best =uality product on any price, socompany should add latest technology to their products.
+. after sales services is the area where Indian and
International 9ompany can highly satisfy the existing
customer, because they can make more customers through
Their word of mouth. So Indian and International 9ompany
should provide latest and reliable service to their customers. . 9ustomer behaviour always looks for some extra benefit
with purchasing. They demand for affordable price for
product and gifts with purchasing.
0. International 9ompany should make strategy to cater everyincome group customers in city. Apper income group are
affordable to purchase but lower income group is not. SoInternational 9ompany should make policies to send
their product and every home.
2. The Indian company should give more emphasis on
advertising to create market awareness and to make a brand
image in the minds of investors.
4. 9ompanies should do more publicity through road shows,
newspaper and advertisement. (s this will create awareness
about the fund and schemes that are at present managed by the
International 9ompany. 6. They should keep a close eye on competitor strategy.Refe/en
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;ews paperB