1) The document discusses the changing trends in cosmetics usage in India due to increasing disposable income and changing lifestyles. Retailing cosmetics has become challenging due to competition from other product segments. 2) It provides an overview of the Indian cosmetics industry and market segmentation. Major players include Lakme, Revlon, and L'Oreal. 3) Word-of-mouth and beauty consultants influence purchases more than advertising. Quality, price, and variety are most important factors for Indian consumers. Brand loyalty and satisfaction are key areas for marketers.

1. A Study On :Cosmetics Buying Behavior in India By : AnandNarayanShukla Arpita Jain RashiArora Ravi Shankar Mishra SahilJandial

2. Changing Trends of Cosmetics usage due to: Increase in disposable income Changing lifestyles Information explosion Thus, retailing in cosmetics has become a major challenge with cosmetics competing with other segment of products for shelf space in a retail outlet.

3. Indian Cosmetics Industry : A Glance

4. Understanding the Indian Market The per capita spending in India, on cosmetics is as low as Rs 30, as compared to Rs 1500 in other Asian countries. TWO SEGMENTS

5. Major Players

6. Major Players

7. About the Study

8. Steps In The Buying Decision:

10. Maybelline's’ : May be she’s Born with it. May be its Maybelline

12. Advertising & Promotions are effective but In-store displays do not have much impact.

13. In-Store Sales girls (Beauty Consultants) exerts an influence over the purchase. However, there is greater preference for tried & tested products.

15. Outcome of the Study : Brand Awareness/ Recall : Most Recalled Brands and their perceptions according to the consumers : Lakme : heritage, economical, brand for regular use, high level of trust. Revlon: foreign brand that is homely but modern L’Oreal : for hair color, for occasional use Maybelline : Variety The advertisement recall is high for TV ads as compared to print ads. Also, the presence of celebrities makes a brand more noticeable.

16. Outcome of the Study : Customer Purchase Behavior :

17. Outcome of the Study : Post-Purchase Evaluation : Most Customers, while buying cosmetics, are brand loyal & seek value for money. Leading Players : Lakme, Revlon & L’Oreal Emerging Trend towards Herbal products, with the go natural mindset of the foreign as well as Indian customer.

18. Conclusion The Indian Consumer is growing more & more brand conscious when it comes to purchasing cosmetics. The form of advertising which plays the biggest role here is Word of mouth (success of direct marketing companies like Amway, Avon etc.) Promotions are a key factor in a price sensitive economy like India. Visual Merchandising is important only at the 2nd stage of buying decision ( searching & evaluating alternatives ). Brand loyalty & customer satisfaction is an area where marketers need to work upon to generate sales of their product, as personal care items involve extensive buying decisions.