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

Michelle Guthrie et al (2008), The Effects of Facial Image and Cosmetic Usage on Perceptions of Brand

Personality, Journal of Fashion Marketing and Management, Vol 12, No 2, pp 164-181.

Sudas Roy & Paromita Goswami. ‘Psychographics and its Effect on Purchase Frequency –A Study of the

College-Goers of Kolkata,’ India. Decision. Vol.34,No.1,January –June 2007.

Jai Singh Parmar and Yashvant Gupta, ‘Consumer Behaviour Towards Cosmetics an Emprical Analysis’,

Journal of IPM Meerut, Vol 8, No 1 Jan – June 2007 pp 17-24.

Vinith Kumar Nair, Prakash Pillai R, ‘A Study on Purchase Pattern of Cosmetics among Consumers in

Kerala,’ International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK Part VI –

Consumer Markets & Marketing, pp 581 -595.

Bhawna Garg, ‘Rural Marketing – Study of Consumer Behaviour With Reference to Hair Oils,’ Indian

Journal of Marketing, Vol.37, No.8, August, 2007. pp 22-24.

Somnath Chakrabarti and Rajat K.Baisya. ‘Purchase Motivation and Attitudes of Organic Food Buyers,’

Decision, Vol.34,No.1,January –June 2007. Pp 1-23.

Urvashi Makkar, Amandeep Singh Sehra, ‘Changing Attitude of Consumers from Chemical to Herbal

Cosmetics in India,’ Indian Journal of Marketing, Vol.37, No.4, April, 2007. pp 3-7.

Shashikumar Sharma.L and Chaubey.D.S, ‘Consumer Behavior towards Mobile Service Providers: An

Empirical Study’, The Icfai Journal of Marketing, Vol.VI, No. 1, 2007.

Narayanan.K.G.S and Saravanan.S, ‘Consumer Behaviour of Small Car Owners – A Factor Analytic

Approach’, SRM Management Digest, April 2007 ISSN 0973-6905.

Baba Gnanakumar.P, ‘The Ethical Value of Brand Feelings in Rural Society – A Micro Level Study,’

International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK Part II – Co-

Operative, Rural & BOP Marketing. Pp 130-139.

Sameer Kumar, Michele D and Dumonceaux, ‘Comparative Innovative Business Strategies of Major

Players in Cosmetic Industry’, Industrial Management, Data Systems, Vol.106, No 3, 2006, pp: 285-

306.

Kavitha.G, ‘A Study on the Effectiveness of The Advertising Techniques Used in the Personal Care

Segment of Women Consumers’, Indian Journal of Marketing, Vol.36, No.8, August, 2006.pp 12-17.

Tarang Vaish, ‘Cosmetic Buying Behaviour in India,’ The Icfai University Journal of Consumer

Behaviour, June 2006, Archives.

Anandan et al, ‘A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special

Reference to English Newspapers,’ 98 Vilakshan, XIMB Journal of Management, 2006, pp 98-113.

Ben Paul B. Gutierrez, ‘Determinants of Planned and Impulse Buying: The Case of the Philippines,’ Asia

Pacific Management Review 2004 9(6), pp 1061-1078.

Ashish Kumar Srivastava, A.Sengupata, ‘A Peep Into The Mindset of The Consumer: A Study On Men’s

Personal Care Products,’ Indian Journal of Marketing, Vol.34, No.6, June, 2004, pp13-15.

Apporva Palkar, ‘Consumer Preferences in Purchase of Ready to Eat Snacks-Branded Potato Chips,’

Indian Journal of Marketing, Vol. 34, No.9, Sep.2004. pp 34-39.

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.

Kuldeep Singh & S.C.Varshney, ‘Consumer Behaviour and Marketing Trends of Toilet Soaps in

Ghaziabad District – A Survey,’ Indian Journal of Marketing, Vol.33, No.2, February, 2003. pp 14-17.

ShivaKumar.K & Sujatha.R, ‘Cometics Retailing –An Empirical Study,’ Indian Journal of Marketing,

Vol.33, No.1, January, 2003. pp 20-23.

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.

J. Michael Weber & Julie Capitant de Villebonne, ‘Differences in Purchase Behavior between France and

the USA: The Cosmetic Industry,’ Journal of Fashion Marketing and Management, Volume: 6 No: 4

2002 pp: 396-407.

‘America's Vanishing Housewife,’ Adweek's Marketing Week, June 24, 1991, 28-29.

Cyndee, Miller, ‘Study Dispels '80s Stereotypes of Women,’ Marketing News, May 22, 1995, 3.

Begon˜a Alvarez Alvarez and Rodolfo Va´zquez Casielles, ‘Consumer Evaluations of Sales Promotion:

The Effect on Brand Choice,’ Department of Business Administration, University of Oviedo, Oviedo,

Spain, European Journal of Marketing, Vol. 39 No. 1/2, 2005, pp. 54-70 q Emerald Group Publishing

Limited 0309-0566 DOI 10.1108/03090560510572016.

Jennifer Rowley, ‘Product Search in e-Shopping: A Review and Research Propositions’ UK Journal of

Consumer Marketing, Vol. 17 no.1 2000, pp. 20-35.

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.

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.

References

Divid M. Potter, ‘People of Plenty’ University of Chicage Press, 1954, pp.167- 168.

Kate Fitzgerald, ‘Hallmark Alters Focus as Life Styles Change,’ Advertising Age, October 31, 1994, pp.

4-5.

Deborah Basanko, ‘Why do working women work out? American Demographics, February 1994, pp.12-

13.

Eric Hollreiser, ‘Reebok: The Club,’ Brand Week, February 20, 1995, 1.

Leon E. Wynter, ‘Group Finds Right Recipe for Milk Ads in Spanish,’ The Wall Street Journal, March 6,

1996, B1.

Harvey Braum, ‘Marketing to Minority Consumers,’ Discount Merchandiser, February 1991 pp. 44-46,

Chul Li, ‘The Asian - American Market for Personal Products,’ Drug and Cosmetic Industry Journal,

Vol. 2 November 1992, pp. 32-36

Ashok Pradhan, ‘Ethnic Markets: Sales Niche of the future,’ National Underwriter, November 6, 1989,

pp.18-19.

Helen Mundell, ‘Direct Marketers Discover the Elderly,’ American Demographics, June 1994, p.p 8- 20.

Maxine Wilkie, ‘Scent of a Market,’ American Demographics, August 1995, pp. 40-49.

Brown, T., Cash, T. and Noles, S. (1986), ‘Perceptions of Physical Attractiveness Among College

Students: Selected Determinants and Methodological Matters,’ Journal of Social Psychology, Vol. 126,

pp. 305-16.

Cox, C. and Glick, W. ‘Resume evaluations and cosmetics use: when more is not better,’ Sex Roles,

1986, Vol. 14 Nos 1-2, pp.51-8.

Doctoroff, T. ‘Billions Selling to the New Chinese Consumer,’ Palgrave Macmillan, New York, NY 2005.

FDA / CFSAN. ‘Is it a Cosmetic, a Drug or Both (or is it Soap?)’ U.S. Food and Drug Administration,

Centre for food safety & applied nutrition, Office of cosmetics and colors fact sheet, 2002.

H. Dureja, D. Kaushik, M. Gupta, V. Kumar, V. ‘Cosmeceuticals: An emerging concept’ Lather Indian J

Pharmacol, June 2005, Vol. 37, Issue 3 pp.155-159.

Hung, K. and Li, S.Y, ‘Images of the contemporary woman in advertising in China: a content analysis,’

Journal of International Consumer Marketing, 2006, Vol. 19 No. 2, pp. 7-28.

Tracy Scelzo and Dawn Lerman ‘Little Emperors Grown Up: A Case Study of Cosmetic Usage,’ Young

Consumers Vol. 10 NO. 2 2009, pp. 110-119, Q Emerald Group Publishing Limited, ISSN 1747-3616.

Clare Nishikawa, ‘Canadian & Global Insights on the Personal Care Industry,’ ACNielsen Global

Services, CCTFA: 6th October 2005.

B.C.C.Dellaert, ‘Investigating Consumers’ Tendency to Combine Multiple Shopping Purposes and

Destinations,’ Journal of Marketing Research, May 1998.

C.B.Jarvis, ‘An Exploratory Investigation of Consumers’ Evaluations of External Information Sources in

Pre-purchase Search,’ Advances in Consumer Research, XXV, ed.J.W.Alba and J.W.Hutchinson,

1998.

Bearden, W. O., Netemeyer, R. G., and Teel, J. E. (1989). ‘Measurement of consumer susceptibility tointerpersonal influence,’ Journal of Consumer Research, 15, pp. 473-481.

Becker, G. S. (1991). ‘A note on restaurant pricing and other examples of social influence on price,’ Journal of Political Economy, 99(3), pp. 1109-1116.

Bourne, F. S. (1957). In R. Likert and S. P. Hayes (Eds.), Group Influence in Marketing and PublicRelations, Some Applications of Behavioral Research. Basil, Switzerland: UNESCO. Beeghley, L., Bock, E. W., and Cochran, J. K. (1990). ‘Religious Change and Alcohol Use: An Application of Reference Group and Socialization Theory,’ Sociological Forum, 5(2), pp. 261-278.

Govind Shrikhande, ‘Feel the Experience,’ Retail Biz, April 2005, pp. 18-20.

Govind Shrikhande, ‘Selective Extravagance,’ Retail Biz, Feb.2006, pp. 32-33.

John Stanley, ‘Taking Consumers on a Journey,’ Retail Biz, Nov.2006, pp. 40-42.

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.

Reference

Chao, A., and Schor, J. B. (1998). ‘Empirical tests of status consumption: Evidence from women'sCosmetics’ Journal of Economic Psychology, 19(1), pp. 107-131.

B.C.C.Dellaert, “ Investigating Consumers’Tendency to Combine Multuple Shopping Purposes and Destinations,” Journal of Marketing Research (May 1998).

C.B.Jarvis, “An Exploratory Investigation of Consumers’ Evaluations of External Information Sources in Pre-purchase Search,’ in Advances in Consumer Research XXV, ed.J.W.Alba and J.W.Hutchinson, 1998.

D.F.Duhan, et al, “Influences on Consumer Ude of Word-of-Mouth Recommendation Sources,” Journal of the Academy of Marketing Science, (Spring 1998), Psychology & Marketing,” September 1998.

F.Hansen, “ From Lifestyle to Value Systems to Simplicity,” Advances in Consumer Research XXV (Association of Consumer Research, 1998).

G.Punj, ‘Pre-search Decision-making in Consumer Durable Purchases,’ Journal of Consumer Marketing, (Winter 1987).

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).

Morgan, Carol M., Levy, Doran J (Jan2003). ‘Psychographic Segmentation,’ Communication World, 07447612, Vol. 20, Issue 1

Morris B.Holbrook, ‘Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes,’ Journal of Consumer Research, September 1993.

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

R.E.Pitts and A.G.Woodside, “Personal Value Influences on Consumer Product Class and Brand Preferences,” Journal of Social Psychology, 119, (1983).

Rebecca Piirto, ‘Global Pschographics,’ American Demographics, December 1990.

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.

William O.Bearden and Randall L.Rose, ‘Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity,’ Journal of Consumer Research, (March 1990).

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

Bearden, W. O., and Etzel, M. J. ‘Reference group influence on product and brand purchaseDecisions’. Journal of Consumer Research, 1982 Vol. 9, pp.183-194.

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.

.

BIBLIOGRAPHY

Jai Singh Parmar and Yashvant Gupta, ‘Consumer Behaviour Towards Cosmetics an Emprical

Analysis’, Journal of IPM Meerut, Vol 8, No 1 Jan – June 2007 pp 17-24

Vinith Kumar Nair, Prakash Pillai R, ‘A Study on Purchase Pattern of Cosmetics among

Consumers in Kerala,’ International Marketing Conference on Marketing & Society, 8-10

April, 2007, IIMK Part VI – Consumer Markets & Marketing, pp 581 -595.

Urvashi Makkar, Amandeep Singh Sehra, ‘Changing Attitude of Consumers from Chemical to

Herbal Cosmetics in India,’ Indian Journal of Marketing, Vol.37, No.4, April, 2007. pp 3-7.

Anandan et al, ‘A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with

Special Reference to English Newspapers,’ 98 Vilakshan, XIMB Journal of Management,

2006, pp 98-113.

Michelle Guthrie, ‘The effects of facial image and cosmetic usage on perceptions of brand

personality’ Journal of Fashion Marketing and Management, 2008, Vol. 12, No 2, pp 164-

181.

Frederick E.Webster, Jr. and Yoram J.Wind, Organisational Buying Behaviour, Prentice-

Hall,1972.

Aldridge, A. (2004). ‘High street needs specialist attitude to mobile,’ Marketing, 17. United

Kingdom.

Coleman, J. S., Katz, E., and Menzel, H. (1966). ‘Medical innovation: A diffusion study,’

Indianapolis:Bobbs Merrill.Gong, W., Li, Z. G., and Li, T. (2004). Marketing to China’s youth: A

cultural transformation perspective. Business Horizons, 47(6), pp. 41-50.

Gürhan-Ganli, Z., and Maheswaran, D. (2000). ‘Cultural variations in country of origin effects,’

Journal of Marketing Research, 37, pp. 309-317.

Grubb, E. L., and Stern, B. L. (1971). ‘Self-concept and significant others,’ Journal of

Marketing Research,8, pp. 382-385.

Han, J. K., and Schmitt, B. (1997). ‘Product-category dynamics and corporate identity in brand

extensions: A comparison of Hong Kong and U.S. consumers,’ Journal of International

Marketing, Vol.5, pp. 77-92.

Hawkins, D. I., Best, R. J., and Coney K. A. (1998). Consumer behavior-building marketing

strategy (7th ed.).

Hayakawa, H., and Venieris, Y. (1977). ‘Consumer interdependence via reference groups,’

Journal of Political Economy, 85, 599-615.

Hyman, H. H. (1942). ‘The psychology of status,’ Archives of Psychology, 269, pp. 94-102.

http://hercules.gcsu.edu/~jyang/Publications/Marketing-SAM-06.pdf

W.A.Kamakura and M.Wedel, ‘Life-Style Segmentation with Tailored Interviewing,’ Journal of

Marketing Research, August 1995.

SRI consulting Business Intelligence: http:// www.sric-bi.com/VALS/thinkers.shtml

http://www.iupindia.in/710/AE_LUX_45.html visited on 27-02-2011

http://sawaal.ibibo.com/cosmetics-and-toiletries/what-market-size-fairness-cream-products-

india-what-mkt-shares-all-brands-category-india-617112.html visited on 27-02-2011

http://www.fashionproducts.com/personal-care-overview.html visited on 27-02-2011

http://www.naukrihub.com/india/fmcg/overview/hair-care/

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

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