Consumer Behavior

(Organized Beauty Chain)

Presented by:-

Ravi Ranjan Nandini Srivastava Sourav Shrivastava

Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions

CONSUMERS :
AGE WISE
Teenager (14years-18 years) Youngster (18 years-40 years) Old age (40 years-65 years)

STANDARD WISE
Middle class Upper class Lower class

GENDER WISE
MALE FEMALE

FACTS
Market capitalization
According to analysis and figures given by the Confederation of Indian Industries (CII), the total Indian beauty and cosmetic market size currently stands at US$950 million and showing growth between 15-20% per annum. The overall beauty and wellness market that includes beauty services stands at about US$2,680 million, according to CII estimates.

LEADING COMPANIES.
LAKME
REVLON LOral

AVON
Biotique VLCC

How Company Reach TO Consumers?

Choosing the right channels to sell to your customers

is a crucial decision. You need to know how and where customers want to buy your products or services, and the best way of getting customers to hear about them The more sales channels you use, the more customers you can reach. But each channel adds costs. Methods are- Face to Face sale, distance selling , using sales agent, as well.

HOW COMPANY REACH TO CONSUMER..

CONSUMER REACH

FACE TO FACE

SALES AGENT RETAIL SHOP DISTANCE SELLING SOCIAL NETWORK

PHONE

MAIL ORDER

CAMPAIGN

CONSUMER REACH FACTS..

High cosmetic sales of around INR 356.6 Billion (US$ 7.1

Billion) in 2009. The cosmetics industry registered impressive sales worth Rs 422.3 Billion (US$ 9.3 Billion) in 2010. Industry size will grow to around 1.4 billion dollars from current level of 950 million. It is projected to grow at a CAGR of around 7% during the forecast period

BUYING DECISION BEHAVIOUR

COMPLEX BUYING BEHAVIOUR VARIETY SEEKING BUYING BEHAVIOUR

DISSONANCEREDUCING BUYING BEHAVIOUR

HABITUAL BUYING BEHAVIOUR

How Consumers Are Attracted To Buy.

People buy things because they want to. Not

necessarily because they need to. We don't need to buy expensive designer clothes, for instance, but we want to. Because we want to look good, and great clothes makes us look good. Through many services such as Free skin checkup, free sample of product. Through Brand Ambasaders,as people like to look as brand ambassadors'.

SOME FACTS
According to Indian Cosmetic Sector Analysis (2009-

2012), it is expected that the cosmetics industry will grow at a CAGR of around 17% during 2010-2013

Domestic and Export Share

The average import tariff on cosmetics products is currently very high at 39.2%

Points Affects Buying Process

Economic Basis
Product Attribute (quality ,price, suitability) Overall evaluation of their impression, intuition, past experience.

Knowledge about product.

Attraction toward fashion.

Market Segmentation :

FACTS
Size of the industry

The size of Indian Cosmetics Industry globally is $ 274 billion, while that of the Indian cosmetic industry is $ 4.6 billion. The current size of the Indian Cosmetic Industry is approx US$ 600 million. According to ASSOCHAM the size of India's cosmetics market will rise by almost a half to 1.4 billion dollars in the next two-three years.
Cosmetic Sector Analysis (2009-2012)

Overall Model of Consumer Behavior

External Influences Culture Subculture Demographics Social status Reference groups Family Marketing Activities Internal Influences Perception Learning Memory Decision Processes

Problem Recognition
Information Search Self-Concept & Learning Alt Eval & Selection Outlet select & Purchase

Motives Personality Emotions

Attitudes

Post purchase Processes

THANK YOU