Description
At the turn of the 20th century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process.
CASE STUDIES ON ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETICS
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CERTIFICATE
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CONTENTS
CHAPTER NO TITLE INTRODUCTION OF THE STUDY 1.1 INTRODUCTION 1.3 OBJECTIVES OF THE STUDY 1.4 NEED FOR THE STUDY 1.5 SCOPE OF THE STUDY RESEARCH METHODOLOGY 2.1 DEFINITION 2.2 RESEARCH DESIGN 2.3 SAMPLE DESIGN 2.4 POPULATION 2.5 SAMPLE SIZE 2.6 NATURE OF DATA 2.7 METHOD OF DATA COLLECTION
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PAGE NO
CHAPTER 1
CHAPTER 2
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2.8 TOOLS OF THE STUDY 2.9 LIMITATIONS OF THE STUDY DATA ANALYSIS AND INTERPRETATION FINDING &SUGGESTION CONCLUSION CHAPTER 5 BIBILIOGRAPHY CHAPTER 6 ANNEXURE
CHAPTER 3 CHAPTER 4
LIST OF TABLES
S.NO
1 2 3
PARTICULARS
Respondents Age Respondent’s Occupation Respondents response towards the statement “That they use cosmetic products” Respondents view towards the statement “That they have come across the advertisement of cosmetic products Shampoo preferred by the Respondent’s Facewash preferred by the Respondent’s Powder preferred by the Respondent’s
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5 6 7
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Eyeliner preferred by the Respondent’s Respondent’s response on how they get information about the new product Respondent’s response towards which form of advertisement do they like more Respondent’s view on the statement “Advertisement is a source of ’’ Respondents response on the statement “Entertaining advertisement influence their opinion about the product” Respondent’s view towards the statement “Language of the advertisement has an impact in their opinion about the product Respondents attitude towards the statement “Presence of any celebrity in the advertisement affects the opinion about the product” Respondents opinion on the statement “Repeated advertisement affects the opinion about the product” Respondents response on presence of social issues in the advertisement affects your opinion about the product Respondents response on the statement “Advertisement helps in increasing sales of products” Respondents response on the statement whether they can recall any of the cosmetic advertisement
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LIST OF CHARTS
S.NO
1 2 3
PARTICULARS
Respondents Age Respondent’s Occupation Respondents response towards the statement “That they use cosmetic products” Respondents view towards the statement “That they have come across the advertisement of cosmetic products Shampoo preferred by the Respondent’s Facewash preferred by the Respondent’s Powder preferred by the Respondent’s
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5 6 7
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Eyeliner preferred by the Respondent’s Respondent’s response on how they get information about the new product Respondent’s response towards which form of advertisement do they like more Respondent’s view on the statement “Advertisement is a source of ’’ Respondents response on the statement “Entertaining advertisement influence their opinion about the product” Respondent’s view towards the statement “Language of the advertisement has an impact in their opinion about the product Respondents attitude towards the statement “Presence of any celebrity in the advertisement affects the opinion about the product” Respondents opinion on the statement “Repeated advertisement affects the opinion about the product” Respondents response on presence of social issues in the advertisement affects your opinion about the product Respondents response on the statement “Advertisement helps in increasing sales of products” Respondents response on the statement whether they can recall any of the cosmetic advertisement
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INTRODUCTION
The Effect Of Cosmetics Advertisement On The Teen Market
The word “cosmetics” can describe a lot of different products. They cover hair products, skin care products, and make up. They can also cover non-prescription eye wear. The advertising of these products is a huge market. That does not mean they are good for it though. Advertisements in today?s industry uses gorgeous women. Slim and perfect, they appear flawless. It is supposedly the result of the product being advertised. The effect on teenagers everywhere is less than good. These advertisements show girls getting flattering attention from males while looking flawless and beautiful. This type of image makes girls think the only way for them to get that kind of attention is for them to be beautiful. While it sells the product, it also lowers the self-esteem of the customer.
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Commercials like this are known to lead to extreme depression in impressionable teens. Some companies have foregone this type of publicity; a lot of other companies have not. The biggest problem with this kind of campaign is the people hired to perform in them. One such example of this problem is in the skin care line. They hire beautiful models or actresses to portray girls or guys with skin problem. While they may not all be actors and models, it is more probable that most are. Their skin is said to be flawlessly beautiful, and you have girls and guys hanging all over each other. This sends a very wrong message. This problem, though mostly seen in girls, is not exclusive to females. Males also suffer self-esteem issues. When they see ads like this, teens think they need to look perfect to in order to be happy. This is not the right message. Television is not the only guilty party. Magazine advertisements are even worse. The models featured in ads for makeup and other beauty products don?t look realistic. They are airbrushed and perfect. There is no such thing as perfect beauty. In today?s society, there is far too much pressure put on teens to look perfect. Thankfully, there are some industries taking this problem into consideration with their product lines. Real individuals are being brought in. Models and actors are now taking a backseat. With these changes, the pressure is off for perfection is off. Everywhere you look today; there is an advertisement for some cosmetic product or another. Look a little closer at them. They have changed for the most part. Now they are more realistic.
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Female role portrayals are investigated for the late 1980s using British women's magazines, replicating and updating earlier studies to provide trends from the mid1970s. The present study suggests that advertisers have become increasingly sensitive to the issue of stereotyping as they witness the clear economic and social evolution of women. The results indicate less stereotyping of women as “physical objects” and a trend towards using either “family” or “independent” cues.
DEFINITION OF ADVERTISING
The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is “to give public notice or to announce publicly”. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. The American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.”
What Advertisement Is? Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a company?s profits. The elements of advertising are: (i) It is a mass communication reaching a large group of consumers. (ii) It makes mass production possible.
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(iii) It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person. (iv) It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales. (v) Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low. (vi) The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours. (vii) Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publicizing his identity. What is Included in Advertising? (i) The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees. (ii) It should suggest better solutions to their problems. (iii) The content of the advertisement is within the control of the advertiser, not the medium. (iv) Advertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future, is a waste of money. (v) The function of advertising is to increase the profitable sales volume. That is, advertising expenses should not increase disproportionately.
Advertising includes the following forms of messages: The messages carried in? ??Newspapers and magazines; ??On radio and television broadcasts; ??Circular of all kinds, (whether distributed by mail, by person, thorough
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tradesmen, or by inserts in packages); ??Dealer help materials, ??Window display and counter – display materials and efforts; ??Store signs, motion pictures used for advertising, ??Novelties bearing advertising messages and Signature of the advertiser, ??Label stags and other literature accompanying the merchandise.
Advertising Objectives Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favorable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme.
The basic objectives of an advertising programme may be listed as below: (i) To stimulate sales amongst present, former and future consumers
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(ii) To communicate with consumers. (iii) To retain the loyalty of present and former consumers. (iv) To increase support. (v) To project an image.
Importance of Advertising: ? Advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. ? It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. ? It can force middlemen to stock the product by building consumer interest. ? It can help train dealers salesmen in product uses and applications. ? It can build dealer and consumer confidence in the company and its products by building familiarity.
Cosmetics:
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Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, permanent waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, baby products, bath oils,bubble baths, bath salts, buttersand many other types of products. A subset of cosmetics is called "make-up," which refers primarily to colored products intended to alter the user?s appearance. Many manufacturers distinguish between decorative cosmetics and care cosmetics.
Cosmetic products:
Cosmetic products were once the sole domain of film personalities and stage actors. The use of cosmetics in those eras was restricted to the purpose of creating a dramatic effect. Women started using cosmetics to highlight their facial features. In India beetroot was used to redden the cheeks, while in Western countries, certain chemicals were used to darken the hair. Finally, because of the world-wide demand for make-up for the average person, cosmetics finally became available for sale to the common man. Some common cosmetics include lipsticks, blush-on or rouge as it is sometimes known, eyeliners, mascaras, foundations and eye shadows. Lipsticks are made using color pigments, oils, waxes and often fragrances as well. Different cosmetic companies also add various other substances to create other effects with lipstick. The oldest use of lipstick can be traced back to almost five thousand years ago, when women of the Mesopotamian culture and of the Indus
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valley civilization are believed to have crushed semi- precious stones and mixed them into a paste to apply to the lips for added color. Through the centuries, lipstick remained popular with women of different cultures and while some ancient lipstick-manufacturing techniques employed the use of potent and toxic chemicals, others used vegetable or animal extracts. Today, a wide range of lipsticks are available in the cosmetic market to cater to the various needs of the consumer. There are organic and natural lipsticks as well as lip-gloss and lip pencils which come in a wide variety of colors to suit a huge spectrum of skin tones. Worldwide, lipsticks are the most popular cosmetic in the cosmetic market today. Perfume is another popular cosmetic product. It is a fragrant mixture made using various oils and aromatic compounds. Usually every perfume manufacturer keeps the exact combination of ingredients a secret, especially in the case of perfumes that are manufactured by large brand names. Today, the perfume manufacturing business is so huge that many celebrities participate in the industry by endorsing certain perfumes. Celebrities even take advantage of their own popularity by releasing perfumes christened with their own names. Rouge or blush-on is a cosmetic which is used to redden the cheeks. In ancient times, women resorted to pinching their cheeks, or using the extracts of mulberries, beetroot or other such extracts to color their cheeks and acquire a healthy look. Typically women use this product to highlight cheekbones but newer make-up techniques involve using rouge to add color to the apple of one?s cheeks. Rouge is available as a pressed powder or as a cream-based paste. Eye liner is used to emphasize the shape of the eyes. Today there are many kinds of eyeliners like liquid eyeliners, or kohl and kajal, all of which can be used to create different effects and looks. Smoky eyes and the gothic look are in vogue
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nowadays and these looks can be created using kohl over and under the eye with metallic gold or silver eye shadow. History of cosmetics: Few cultures valued beauty and cosmetic products in ancient times as the Egyptians did. The history of ancient cosmetics can also be traced back to the culture of ancient Greece and make-up was also popular in the Roman Empire. There is sufficient evidence to suggest that people from all these three cultures used hair dyes for instance. These people used herbal concoctions with components like henna, sage and chamomile to darken their hair. It was only in the renaissance period that blond hair became fashionable. In other cultures like that of China, fingernail painting was popular in ancient times. Ancient Chinese people used a mixture of gum arabic, egg whites, gelatin and beeswax to make the first forms of nail varnish and royalty preferred to use metallic or bright colors of nail varnish at that time. People from lower ranks were restricted to the use of paler nail varnish colors, and this trend of discrimination using nail varnish was also visible in ancient Egypt. Although cosmetic products have undergone many changes in modern times, the basic concept of using cosmetics to enhance the features of good health has not changed. For instance, blush-on is used to conceal pale present a picture of rosy cheeks as opposed to pale skin and nail polish can be used to conceal brittle or dry nails. The history of makeup cosmetics however is tarnished by the ill-effects that were often experienced after applying many ancient make-up products. This was because many such products were created using dangerous components and also
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because cleansing lotions are not anywhere to be found in the early history of cosmetics. The history of the cosmetics industry includes very dark chapters in European and Western countries from about six centuries back. Mixtures and pastes were then used to whiten the face, a practice which remained popular till over four hundred years later. The early mixtures that were used in Europe for this purpose were so potent that they often led to paralysis, strokes or death. In that era, another method that was employed to make the skin appear fairer was to bleed oneself using leeches. Up to the late nineteenth century, women in Western countries may have secretly worn make-up made from mixtures of household products, as make-up was then deemed the domain of film stars. Cosmetics were only openly put up for sale in the early part of the twentieth century for the first time. Tanned or darker skin tones became popular only as late as the early twentieth century. It was in this era that tanning the skin became a popular fad. The history of cosmetics in the 1930s and 1940s shows how the fashion or trend with respect to lipstick colors was changed annually, getting darker and closer to red every passing year. It was around this time that eyebrow shaping also became popular. However, the true surge in make-up sales occurred at the end of the Second World War when people were celebrating the return of their loved ones.
Cosmetic Brands:
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The world of cosmetics is much more than beautification. Blending a lip balm with natural properties is what users are demanding. There are several factors to be noted while using and choosing a shampoo. Conditioners can be built in or aided separately. Cosmetics are different with regard to party wear, routine functions and also corporate necessities. „Clothes maketh the man? is again an important thing to be followed. If one is going to office then it is important to use cosmetics that are subtle. Air conditions are harsh on the hair and skin. Leave-in conditioners and moisturizers are important. The fluctuation of temperature from moving out of the air conditioned office and in, plays havoc on the texture of skin and hair. There are many brands in cosmetics. Although most of us are dedicated to brands there could be a particular item that one could be sensitive to. In such as case, it is best to discontinue the particular item and swap for another brand. Allergies also happen with time and it is suspiring that a particular hair oil or face cream that you have been using for years suddenly gives you a rash. Normal and healthy skin can be cultivated and the key to this is good nutrition. Skin heals at night and one should always go in for skin treatments under the supervision of a specialist. There are on the shelf solutions for zits and acne and branded products are often trustworthy. Another important thing is to remove the make up well and keep skin natural before going to bed. Moisturizers of branded variety are also dependent on skin types. There are special ones for extra dry climates and harsh winters which would be unsuitable for a tropical weather. Cleaning agents like face dabs or a nail polish remover has to be of a trusted brand as they can do more harm to the skin owing to direct application.
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Cosmetic brands are getting more competitive in India as people are open to new shades, varieties and beneficial properties. Fashion and cosmetics go hand in hand.
Garnier: Garnier is a mass market brand of L'Oréal that produces hair care products, including the Fructis line, as well as skin care products, notably the newer Nutritioniste line. One of their key proprietary ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.
Pantene:
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Pantene is a brand of hair care products owned by Procter &Gamble.The brand's best-known product is the conditioning shampooPantene Pro-V. The brand name stands for Pantene Pro-Vitamin.Liza Jaramillo was the first Pantene model for the product. In the late 1980's, model/actress Kelly LeBrock starred in a series of Pantene print and television ads with the slogan, "Don't hate me because I'm beautiful." As of 2005, Maria Menounos serves as spokeswoman on Pantene's TV commercials. In the UK, Anna Friel has been appearing in adverts since May 2006. Natasha Bedingfield's hit song Unwritten is used in Pantene Ads all over the world.
India and Cosmetics: The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. In that time the range of cosmetic and beauty products in India has
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widened tremendously. Beauty products manufacturers in India mostly cater to the great demand for cosmetics and toiletries that fall into the low or medium-price categories as the greatest demand in India has always been for these economically priced products. However, in recent years in the cosmetics market India competitors have begun to manufacture products to cater to an International need. For instance, herbal cosmetics from India have a great demand in the overseas market and many cosmetic products that are manufactured in India today are supplied to international suppliers of branded cosmetics products like The Body Shop for example. New facts that have been unveiled by a series of cosmetics business market analysis India reveal that many International companies are now outsourcing cosmetics to India and that the industry of cosmetic products India is growing at an average rate of almost twenty percent annually. This increase is attributed to two main factors. The first being the increase for the demand in Indian cost-effective products and the second being the increased purchasing power of the average Indian. There are also many reasons for the increased demand for cosmetic products in particular. With the introduction of satellite television and a wide array of television channels as well as the Internet, the average Indian consumer is constantly bombarded with advertisements and information on new cosmetic products which often translates into the desire to purchase them. A boom in the Indian fashion industry has also been linked to the increased awareness of Indian people about their appearances and consequently contributed to an increase in the demand for cosmetic products. However, even with the massive surge in the popularity of cosmetic products,
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statistics have shown that the average Indian consumer spends much less on cosmetic products than consumers from every other part of the world. This means that the Indian cosmetic industry has an even greater potential for growth than it is presently experiencing. In the entire range of products that fall within the territory of the Indian cosmetic and toiletries market, the most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses account for the most sales. In this area, popular local brand names include Lakme and Revlon. Skin-care cosmetics have experienced a slower growth and products such as anti-wrinkle creams, cleansers and toners, for instance are not as popular as facial creams, moisturizers and fairness creams in this genre. Companies like Ponds and Fair and Lovely rule the roost in this segment. Unilever and Procter & Gamble are major players in the Indian cosmetic sector of shampoos and hair products. However, the Indian hair-care cosmetic sector now has a few foreign brands to compete with these giants as well. Finally, one of the most popular cosmetic produced in India are herbal cosmetics which have gained popularity internationally in recent years. Shahnaz Husain, Emami and Biotique products are the most well-known in this area.
Indian Cosmetic Sector Analysis:
The Indian cosmetic Industry has witnessed rapid growth in the last couple of years, growing at a CAGR of around 7.5% between 2006 and 2008. With improving purchasing power and increasing fashion consciousness, the industry is
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expected to maintain the growth momentum (with marginal slowdown due to economic slowdown) during our forecast period (2009-2012). It is projected to grow at a CAGR of around 7% during the forecast period, says " Indian Cosmetic Sector Analysis (2009-2012)", a recent research report by RNCOS, Both electronic as well as print media are playing an important role in spreading awareness about cosmetic products and developing fashion consciousness among the Indian consumers. With the introduction of satellite television and a number of television channels as well as the Internet, the Indian consumers are constantly being updated about new cosmetic products, translating into the desire to purchase them. Additionally, the flourishing Indian fashion/film industry is fueling growth in the industry by making Indians to realize the importance of having good looks and appearances. Despite the massive surge in the popularity of cosmetic products, our report finds that the average consumer spending on cosmetic products in India is much lesser than any other part of the world. This implies that the Indian cosmetic industry has an even greater potential for growth in future than present. At present, most of cosmetics manufacturers in India cater to the domestic market but they are gradually establishing their footholds in overseas markets. In recent years, the Indian cosmetic manufactures have received orders from overseas markets; for example - Indian herbal cosmetic products have a tremendous demand in the international market. However, manufactures should not forget that the Indian domestic market is price sensitive and they need to work out innovative strategies to establish a foothold here, the report added.
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Our report also provides an in-depth analysis of present and future prospects of the Indian cosmetics industry. It thoroughly evaluates the industry, with focus on current and future market position of important segments and respective key players. The report helps the clients to examine the factors critical for the success of the industry and enables them to understand the existing and future opportunities and challenges lying in the industry.
NEED OF THE STUDY: To know the impact of advertisement on women in buying cosmetics. How the advertisement attracts women?s.
SCOPE OF THE STUDY: The study is conducted to know how the advertisement attracts women and how it makes them to purchase cosmetic products in present scenario. It helps to know the behavioral attitude of customer. The study has provided the customers a good opportunity to express their ideas and opinions freely on cosmetic products.
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Primary objective:
The main objective is to study role of advertisement on women in buying cosmetic products.
Secondary Objective:
? To describe the advertisement which attracts cosmetic consumers. ? To study the purchasing behavior of women in buying cosmetics. ? To study types of advertisements. ? To study effectiveness of advertisements i.e. on sales, profitability. ? To study the perception of consumers towards the product due to advertisement ? To find the ways to make it more effective.
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LIMITATIONS
o Sample size restricted to 100 only which was very less according total population. o The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.
o Survey is a time consuming process but the time to collect the data for research was very less. o Sometimes the respondents are not willing to fill the questionnaire and hence the resultant may not be correct.
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o Marketing researchers studies the behavior that is rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.
RESEARCH METHODOLOGY
TITLE OF THE STUDY: The title of the study is “ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETIC PRODUCTS”
RESEARCH DESIGN: Research design is a descriptive research targeting advertisement on women in buying cosmetic products. The study is conducted in the city of Coimbatore. These descriptive researches describe the characteristics of what is being under these researches. It includes survey and fact finding enquiry.
SAMPLE PROCEDURE:
SAMPLE PLAN: Convenience sampling technique was adopted for the data collection. SAMPLE SIZE:
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100 respondents from Coimbatore city were taken for the research. DATA SOURCE: Primary data and secondary data.
PRIMARY DATA
1) Through Questionnaire Collected the „n? No. of customers and served them with the Questionnaire prepared and collected their responses for further analysis and interpretation. The information received thus was more dependable and rehable as it was collected from the customers directly. SECONDARY DATA
1) Through internet, journals, magazines etc : I have gone through various websites no. of manuals, journals, magazines etc and was able to get an idea about role of advertisement on women in buying cosmetics.
RESEARCH APROACH: Survey.
RESEARCH INSTRUMENT
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Questionnaire.
METHOD OF CONTACT: Personal.
STASTICAL TOOL: For analysis statistical tool like sample percentage and weighted average method were used and it is presented in the form of table and charts.
SIMPLE PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships. Percentage can also be used to compare the relation terms the distribution of two or more sources of data.
% of Respondents=No. of Respondents*100 Total Respondents
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LIMITATIONS
The marketing researcher has to face certain difficulties while he carries out the research work. He knows the limitation beforehand, uncontrollable and others are controllable. Some important limitations, which are faced by researchers as follows: -
? ?
Sample size restricted to 100 only which was very less according total population.
The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.
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?
Survey is a time consuming process but the time to collect the data for research was very less.
? ?
Sometimes the respondents are not willing to fill the and hence the resultant may not be correct.
questionnaire
Marketing researchers studies the behavior that is rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.
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ANALYSIS AND INTERPRETATION
ANALYSIS: Analysis is the process of placing the data in the ordered from combining them with the existing information and extracting the meaning from them.
INTERPRETATION: The interpretation is the process of relating various bits of information to other existing information .The interpretation attempts to answer “what relationship exists between the findings to the research objectives and hypothesis framed for the study in the beginning”.
ANALYSIS METHOD: The Statistical tool used for analysis in this study is Simple percentage method.
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TABLE -1
RESPONDENTS AGE:
S.no 1 2 3 4
Age Below 20 20-30 30-40 Above 40 Total
No. of Respondents 26 57 14 3 100
Percentage 26% 57% 14% 3% 100%
ANALYSIS: From the above table it is analyzed that 26% of the respondents age is below 20,
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57%of the respondents age is 20-30, 14% of the respondents age is 30-40 and 3% of the respondents age is above 40.
INTERPRETATION Majority of (57%) respondents are between 20-30 years old.
CHART - 1
RESPONDENTS AGE
60 50 40 30 20 10 0 20 to 30 Below 20 30 to 40 Above 40
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TABLE - 2
RESPONDENTS OCCUPATION:
S.no 1 2 3 4
Occupation Student Business class House hold Service class Total
No. of Respondents 74 11 12 3 100 3%
Percentage 74% 11% 12%
100%
ANALYSIS:
From theabove table it is inferred that 74% of the respondents are students, 11% of the respondents are business class, 12%ofthe respondents are household and 3% of
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the respondents are service class.
INTERPRETATION
So the majority 74% of the respondents are students
CHART -2
RESPONDENTS OCCUPATION
80
70
60
Student
50
40
Business Class House Hold Service Class
30
20
10
0
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TABLE - 3
RESPONDENTS VIEW TOWARDS THE STATENENT THAT THEY HAVE COME ACROSS THE ADVERTSEMENT OF COSMETICS PRODUCTS
S.no 1 2
Have u come across cosmetic ad Yes No
Respondents 100 0
Percentage 100% 0%
Total
100
100%
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ANALYSIS: It is analyzed that 100% of women have come across cosmetic advertisement
INTERPRETATION: It can be interpreted that everyone has come across cosmetic advertisement
CHART – 3
RESPONDENTS VIEW TOWARDS THE STATENENT THAT THEY HAVE COME ACROSS THE ADVERTSEMENT OF COSMETICS PRODUCTS
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Series 1
100 90 80 70 60 50 40 30 20 10 0 yes no Series 1
TABLE –4
SHAMPOO PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4
Shampoo Garnier Pantene Sunsilk Dove Total
No. of Respondents 14 23 25 38 100
Percentage 14% 23% 25% 38% 100%
ANALYSIS:
From the above table it is analyzed that 14% of the respondents prefer Garnier, 23% of the respondents prefer Pantene, 25% of the respondents prefer Sunsilk and 38 % of the respondents prefer Dove.
INTERPRETATION: From this table it can be inferred that majority of (57%) respondents are between 20-30 years old.
CHART - 4
SHAMPOO PREFERRED BY THE RESPONDENTS:
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40
Garnier
35
Pantene
30
Sunsilk
25
Dove
20
Others
15 10 5 0
TABLE – 5
POWDER PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4 5 Total
Shampoo Ponds Santoor Cuticura Spinz Others
No. of Respondents 39 14 19 18 10 100 100%
Percentage 39% 14% 19% 18% 10%
ANALYSIS
From the above table it?s analyzed that 39% of the people prefer ponds 14% prefer Santoor 19% prefer Cuticura 18% prefer Spinz and 10% prefer other powders
INTERPRETATION
Majority (39%) of the respondents prefer ponds
CHART - 5
POWDER PREFERRED BY THE RESPONDENTS
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40
35
Ponds Santoor Cutticura
30
25
20
Spinz
15
Others
10
5
0
TABLE – 6
FACEWASH PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4 5 Total
FacewashNo. of Respondents Everyouth Ponds Garnier Clean and Clear Others 100 27 20 15 26 12
Percentage 27% 20% 15% 26% 12% 100%
ANALYSIS
From the above table it?s analyzed that 27% of the people prefer Everyouth 20% prefer Ponds 15% prefer Garnier 26% prefer Clean and Clear and 12% prefer other Facewash.
INTERPRETATION
Majority of the women is using Everyouth and clean and clear Facewash for their face.
TABLE – 6
FACEWASH PREFERRED BY THE RESPONDENTS:
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27
26
20
15 12
Everyouth
Ponds
Garnier
Clean & Clear
Others
TABLE – 7
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EYELINER PREFERRED BY THE RESPONDENTS:
S.no 1 2 3 4 5 Total
Eyeliner Eyetex Lakme Shingar Elleat Others
No. of Respondents 30 51 10 5 4 100 100%
Percentage 30% 51% 10% 5% 4%
ANALYSE:
From the above table it?s analyzed that 30% of the people prefer Eyetex , 51% prefer Lakme, 10% prefer Shingar, 5% prefer Elleat, and 4% prefer other Eyeliner.
INTERPRETATION:
Majority (51%) of the women is using Lakme.
CHART – 7
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EYELINER PREFERRED BY THE RESPONDENTS:
Chart Title
60
50
40
30
20
10
0 Eyetex Lakme Shingar Elleat Other
TABLE-8
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RESPONDENTS RESPONSE ON HOW DO THEY GET INFORMATION ABOUT THE NEW PRODUCT:
S.no 1 2 3 4 5 Total
Product information Television Newspapers Magazines Internet Peers 100
No. of Respondents 55 17 18 7 3 100%
Percentage 55% 17% 18% 7% 3%
ANALYSIS
From the above table it?s analyzed that 55% of the people prefer television, 17% prefer newspaper, 18% prefer magazines, 7% prefer internet, and 3% prefer peers.
INTERPRETATION
Majority (55%) of the women is using television.
CHART-8
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RESPONDENTS RESPONSE ON HOW DO THEY GET INFORMATION ABOUT THE NEW PRODUCT
peers 3% Internet 15%
Magazines 16%
Telivision 50%
Newspaper 16%
TABLE-9
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RESPONDENTS RESPONSE TOWARDS WHICH FORM OF ADVERTISEMENT DOES THEY LIKE MORE:
S.no 1 2
Advertisement Still Image Moving Image
No. of Respondents 18 82
Percentage 18% 82%
Total
100
100%
ANALYSIS From the above table it is analyzed that 18% of the people prefer still image and 82% prefer moving image.
INTERPRETATION Majority (82%) of the women prefer moving image.
CHART-9
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RESPONDENTS RESPONSE TOWARDS WHICH FORM OF ADVERTISEMENT DOES THEY LIKE MORE:
Chart Title
90 80 70 60 50 40 30 20 10 0 Still Image Moving Image
TABLE – 10
RESPONDENTS VIEW ON THE STATEMENT ADVERTISEMENT IS A
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SOURCE OF:
S.no 1 2 3 4
Advertisement source Information Entertainment Motivation to buying Source of comparison
No. of Respondents 47 13 31 9
Percentage 47% 13% 31% 9%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 47% of the people says it is a source of information, 13% says it is an entertainment, 31% says it is a motivation to buying, and 9% says it is a source of comparison.
INTERPRETATION
Majority (47%) of the respondents says advertisement is a source of information.
CHART-10
RESPONDENTS VIEW ON THE STATEMENT ADVERTISEMENT IS A
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SOURCE OF:
Source of comparison 9%
Motivation to buying 31%
Information 47%
Entertainment 13%
TABLE-11
RESPONDENCE RESPONSE ON THE STATEMENT “ENTERTAINING
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ADVERTISEMENT INFLUENCE THEIR OPINION ABOUT THE PRODUCTS”
S.no Opinion of the advertisement 1 2 Yes No 67 33
No. of Respondents Percentage 67% 33%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 67% of the people says entertaining advertisement influence the opinion about the product and 33% of the respondents says no.
INTERPRETATION
Majority (67%) of the women says entertaining advertisement influence the opinion about the product.
CHART-11
RESPONDENCE RESPONSE ON THE STATEMENT “ENTERTAINING
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ADVERTISEMENT INFLUENCE THEIR OPINION ABOUT THE PRODUCTS”
Yes
No
33%
67%
TABLE-12
RESPONDENCE VIEW TOWARDS THE STATEMENT “LANGUAGE OF
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THE ADVERTISEMENT HAS AN IMPACT IN THEIR OPINION ABOUT THE PRODUCT”
S.no 1 2
Language of the advertisements No. of Respondents Yes No 78 22 78%
Percentage
22%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 67% of the people says language of advertisements has an impact in the opinion of the product and 33% of the respondents says no.
INTERPRETATION
Majority (67%) of the women says language of the advertisements has an impact on the opinion about the product.
CHART-12
RESPONDENCE VIEW TOWARDS THE STATEMENT “LANGUAGE OF
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THE ADVERTISEMENT HAS AN IMPACT IN THEIR OPINION ABOUT THE PRODUCT”
Chart Title
No 22%
Yes 78%
TABLE-13
RESPONDENCE ATTITUDE TOWARDS THE STATEMENT “PRESENCE
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OF ANY CELEBRITY IN THE ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCTS”
S.no 1 2
Celebrity in advertisements Yes No
No. of Respondents 57 44
Percentage 57% 43%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 57% of the people says language of advertisements has an impact in the opinion of the product and 44% of the respondents says no.
INTERPRETATION
Majority (57%) of the women says language of the advertisements has an impact on the opinion about the product.
CHART-13
RESPONDENCE ATTITUDE TOWARDS THE STATEMENT “PRESENCE
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OF ANY CELEBRITY IN THE ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCTS”
Yes
No
43%
57%
TABLE-14
RESPONDENCE OPINION ON THE STATEMENT “REPEATED
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ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCT”
S.no 1 2
Repeated advertising Yes No 37
No. of Respondents 37% 63
Percentage
63%
Total
100
100%
ANALYSIS From the above table it s analyses that 37% of the people says repeated advertisements affects the opinion of the product and 63% of the respondents says no.
INTERPRETATION Majority (63%) of the women says a repeated advertisement does not affect the opinion about the product.
CHART-14 RESPONDENCE OPINION ON THE STATEMENT “REPEATED ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCT”
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Yes 37%
No 63%
TABLE-15 RESPONDENCE RESPONSE ON PRESENCE OF SOCIAL ISSUES IN THE ADVERTISEMENT AFFECTS YOUR OPINION ABOUT THE
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PRODUCT:
S.no 1 2
Presence of social issues Yes No
No. of Respondents 57 43
Percentage 57% 43%
Total
100
100%
ANALYSIS From the above table it is analyzed that 57% of the people says presence of social issues in the advertisements affects the opinion of the product and 43% of the respondents says no.
INTERPRETATION Majority (63%) of the women says presence of social advertisements affects the opinion about the product.
CHART- 15 RESPONDENCE RESPONSE ON PRESENCE OF SOCIAL ISSUES IN THE ADVERTISEMENT AFFECTS YOUR OPINION ABOUT THE
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PRODUCT:
Yes
No
43, 43%
57, 57%
TABLE-16 RESPONDENCE RESPONSE ON THE STATEMENT “ADVERTISEMENT HELPS IN INCREASING SALES OF ANY PRODUCT”
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S.no Advertisements in increasing sales No. of Respondents 1 2 Yes No 78 22 78 % 22%
Percentage
Total
100
100%
ANALYSIS From the above table it is analyzed that 78% of the people says advertisements helps in increasing the sales and 22% of the respondents says no.
INTERPRETATION Majority (78%) of the women says presence of social advertisements affects the opinion about the product.
CHART-16 RESPONDENCE RESPONSE ON THE STATEMENT “ADVERTISEMENT HELPS IN INCREASING SALES OF ANY PRODUCT”
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Yes
No 0% 0%
22%
78%
CHART - 17 RESPONDENTS RESPONSE ON THE STATEMENT ON WHEATHER
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THEY CAN RECALL ANY COSMETIC ADVERTISEMENT
S.no Can you recall any of the cosmetic No. of Respondents advertisement 1 2 Yes No 81 19
Percentage
81% 19%
Total
100
100%
ANALYSIS From the above table it is analyzed that 81% of the women can recall cosmetic advertisements and 19% can?t recall.
INTERPRETATION Majority (81%) of the women can recall cosmetic advertisement.
TABLE - 17
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RESPONDENTS RESPONSE ON THE STATEMENT ON WHEATHER THEY CAN RECALL ANY COSMETIC ADVERTISEMENT
0 19
0
yes no 81
FINDINGS
? Majority (74%) of the respondents are students
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? Everyone has come across cosmetic advertisement ? Majority of (57%) respondents are belonging to the age group 20-30 years ? Majority(39%) of the respondents prefer ponds ? Majority of the women is using Ever youth and clean and clear face wash ? Majority(51%) of the women is using Lakme
? Majority(55%) of the women is using television.
? ?
Majority(82%) of the women prefer moving image Majority(47%) of the respondents says advertisement is a source of information
? Majority(67%) of the women says entertaining advertisement influence the opinion about the product. ? Majority(67%) of the women says language of the advertisements has an impact on the opinion about the product. ? Majority(57%) of the women says language of the advertisements has an impact on the opinion about the product. ? Majority(63%) of the women says repeated advertisements do not affect the opinion about the product. ? Majority(63%) of the women says presence of social advertisements affects the opinion about the product. ? Majority(78%) of the women says presence of social advertisements affects
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the opinion about the product. ? Majority(81%) of the women can recall cosmetic advertisement
SUGGESTIONS
? Advertisement should be according to the product and its suitability with different age groups.
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? To make advertisement more effective all the determinants of effectiveness should be taken care of. ? Investment in advertisement should be made with great care of media of advertisement and type of advertisement. ? Advertisers should develop new and more effective ways of advertisement.
CONCLUSION
ANOVA reveals that all the determinants are not internally equal they are significantly different from one another. Similarly, all the parameters
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are not internally equal they are significantly different from one another.
In order to measure the effectiveness of advertising, which approach (communication effectiveness or sales effectiveness), is more suitable? Two factors are to be considered in deciding the approach. They are
1. Relevance of advertising objectives on the overall performance objectives: Generally advertising managers would like to know the role of advertisements on the overall performance of the business firm i.e., return on investment and on profitability. A sale is a determining factor of company performance. 2. Difficulty and cost of obtaining data needed to evaluate effectiveness: Generally communication measures are easy to follow than sales effectiveness measures. If the measures of advertising are more relevant they will be difficult and costly. If it is less difficult and cheap the measures will not be more relevant. Therefore, the advertising manager has to make a balance between these two approaches.
REFERENCE Books
1. Advertising Management – concepts and cases Mahendra Mohan.
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2. Marketing Management – Philip Kotler 3. Branding – Geoffrey Randoll 4. Strategic Brand Management – Kapferer 5. Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra 6. Advertising and Salesmanship – P.Saravanavel.
Internet
1. www.books.google.com 2. www.scribd.com 3. www.paulbeelen.com 4. www.decisionanalyst.com
5. www.GCIMagazine.com
Questionnaire I am TeenaAlphonsaRodrigues3rd year bachelor of Business management. I am doing my project on “A ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETICS” as a part of my course curriculum. For this I require you
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to please fill this questionnaire. 1, Name: ……………………………….................................
2, Sex: a. Male [ ]
b. Female [ ]
3, Age: a. Below 20 b. 20 to 30 c. 30 to 40 d. Above 40 [ ] [ ] [ ] [ ]
4, Occupation: a. Student[ ] b. Business class[ ] c. House hold [ ] d. Service class[ ]
5, Do you use cosmetics products? Yes [ ] No [ ]
6, Have you come across the advertisement of cosmetic products? Yes [ ] No [ ]
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7, What type of shampoo do you prefer for your hair? a. Garnier b. Pantene c. Sunsilk d. Dove e. Others specify ………………..
8,What type offace wash do you prefer? a. Everyouth b. Ponds c. Garnier d. Clean and Clear e. Others specify ………………..
9, What type of powder do you prefer? a. Ponds b. Santoor c. Cutticura d. Spinz e. Others specify …………………….
10, What type of eyeliner do you prefer? a. Eyetex b. Lakme c. Shingar d. Hgh
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e. Others specify…………………
11, From where do you get information about the new product? a. Television b. Newspapers [ ] c. Magazines d. Internet [ ] [ ] [ ]
e. Peers (friends/family)[ ]
12, Which form of advertisement do you like more? a. Still image (Magazines / Newspapers) [ ] b. Moving image (Television / Internet) [ ]
13, Advertisement is a source of? a. Information b. Entertainment [ ] [ ]
c. Motivation to buying [ ] d. Source of comparison [ ]
14, Does an entertaining advertisement influence your opinion about the product? Yes [ ] No [ ]
15, Does language of the advertisement has any impact your opinion about the
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product? Yes [ ]No [ ]
16, Does presence of any celebrity in the advertisement affects your opinion about the product? Yes [ ]No [ ]
17, Does repeated advertisement affects your opinion about the product? Yes [ ]No [ ]
18, Does presence of social issues in the advertisement affects your opinion about the product? Yes [ ]No [ ]
19, Do you think advertisement helps in increasing sales of any product? Yes [ ]No [ ]
20, Can you recall any of your cosmetics advertisement if yes Specify…………………………………
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doc_978200019.docx
At the turn of the 20th century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process.
CASE STUDIES ON ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETICS
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CERTIFICATE
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CONTENTS
CHAPTER NO TITLE INTRODUCTION OF THE STUDY 1.1 INTRODUCTION 1.3 OBJECTIVES OF THE STUDY 1.4 NEED FOR THE STUDY 1.5 SCOPE OF THE STUDY RESEARCH METHODOLOGY 2.1 DEFINITION 2.2 RESEARCH DESIGN 2.3 SAMPLE DESIGN 2.4 POPULATION 2.5 SAMPLE SIZE 2.6 NATURE OF DATA 2.7 METHOD OF DATA COLLECTION
Page 3
PAGE NO
CHAPTER 1
CHAPTER 2
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2.8 TOOLS OF THE STUDY 2.9 LIMITATIONS OF THE STUDY DATA ANALYSIS AND INTERPRETATION FINDING &SUGGESTION CONCLUSION CHAPTER 5 BIBILIOGRAPHY CHAPTER 6 ANNEXURE
CHAPTER 3 CHAPTER 4
LIST OF TABLES
S.NO
1 2 3
PARTICULARS
Respondents Age Respondent’s Occupation Respondents response towards the statement “That they use cosmetic products” Respondents view towards the statement “That they have come across the advertisement of cosmetic products Shampoo preferred by the Respondent’s Facewash preferred by the Respondent’s Powder preferred by the Respondent’s
PAGE NO
4
5 6 7
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8 9
Eyeliner preferred by the Respondent’s Respondent’s response on how they get information about the new product Respondent’s response towards which form of advertisement do they like more Respondent’s view on the statement “Advertisement is a source of ’’ Respondents response on the statement “Entertaining advertisement influence their opinion about the product” Respondent’s view towards the statement “Language of the advertisement has an impact in their opinion about the product Respondents attitude towards the statement “Presence of any celebrity in the advertisement affects the opinion about the product” Respondents opinion on the statement “Repeated advertisement affects the opinion about the product” Respondents response on presence of social issues in the advertisement affects your opinion about the product Respondents response on the statement “Advertisement helps in increasing sales of products” Respondents response on the statement whether they can recall any of the cosmetic advertisement
10
11
12
13
14
15
16
17
18
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LIST OF CHARTS
S.NO
1 2 3
PARTICULARS
Respondents Age Respondent’s Occupation Respondents response towards the statement “That they use cosmetic products” Respondents view towards the statement “That they have come across the advertisement of cosmetic products Shampoo preferred by the Respondent’s Facewash preferred by the Respondent’s Powder preferred by the Respondent’s
PAGE NO
4
5 6 7
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8 9
Eyeliner preferred by the Respondent’s Respondent’s response on how they get information about the new product Respondent’s response towards which form of advertisement do they like more Respondent’s view on the statement “Advertisement is a source of ’’ Respondents response on the statement “Entertaining advertisement influence their opinion about the product” Respondent’s view towards the statement “Language of the advertisement has an impact in their opinion about the product Respondents attitude towards the statement “Presence of any celebrity in the advertisement affects the opinion about the product” Respondents opinion on the statement “Repeated advertisement affects the opinion about the product” Respondents response on presence of social issues in the advertisement affects your opinion about the product Respondents response on the statement “Advertisement helps in increasing sales of products” Respondents response on the statement whether they can recall any of the cosmetic advertisement
10
11
12
13
14
15
16
17
18
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INTRODUCTION
The Effect Of Cosmetics Advertisement On The Teen Market
The word “cosmetics” can describe a lot of different products. They cover hair products, skin care products, and make up. They can also cover non-prescription eye wear. The advertising of these products is a huge market. That does not mean they are good for it though. Advertisements in today?s industry uses gorgeous women. Slim and perfect, they appear flawless. It is supposedly the result of the product being advertised. The effect on teenagers everywhere is less than good. These advertisements show girls getting flattering attention from males while looking flawless and beautiful. This type of image makes girls think the only way for them to get that kind of attention is for them to be beautiful. While it sells the product, it also lowers the self-esteem of the customer.
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Commercials like this are known to lead to extreme depression in impressionable teens. Some companies have foregone this type of publicity; a lot of other companies have not. The biggest problem with this kind of campaign is the people hired to perform in them. One such example of this problem is in the skin care line. They hire beautiful models or actresses to portray girls or guys with skin problem. While they may not all be actors and models, it is more probable that most are. Their skin is said to be flawlessly beautiful, and you have girls and guys hanging all over each other. This sends a very wrong message. This problem, though mostly seen in girls, is not exclusive to females. Males also suffer self-esteem issues. When they see ads like this, teens think they need to look perfect to in order to be happy. This is not the right message. Television is not the only guilty party. Magazine advertisements are even worse. The models featured in ads for makeup and other beauty products don?t look realistic. They are airbrushed and perfect. There is no such thing as perfect beauty. In today?s society, there is far too much pressure put on teens to look perfect. Thankfully, there are some industries taking this problem into consideration with their product lines. Real individuals are being brought in. Models and actors are now taking a backseat. With these changes, the pressure is off for perfection is off. Everywhere you look today; there is an advertisement for some cosmetic product or another. Look a little closer at them. They have changed for the most part. Now they are more realistic.
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Female role portrayals are investigated for the late 1980s using British women's magazines, replicating and updating earlier studies to provide trends from the mid1970s. The present study suggests that advertisers have become increasingly sensitive to the issue of stereotyping as they witness the clear economic and social evolution of women. The results indicate less stereotyping of women as “physical objects” and a trend towards using either “family” or “independent” cues.
DEFINITION OF ADVERTISING
The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is “to give public notice or to announce publicly”. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. The American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.”
What Advertisement Is? Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a company?s profits. The elements of advertising are: (i) It is a mass communication reaching a large group of consumers. (ii) It makes mass production possible.
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(iii) It is non-personal communication, for it is not delivered by an actual person, nor is it addressed to a specific person. (iv) It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales. (v) Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low. (vi) The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours. (vii) Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publicizing his identity. What is Included in Advertising? (i) The information in an advertisement should benefit the buyers. It should give them a more satisfactory expenditure of their rupees. (ii) It should suggest better solutions to their problems. (iii) The content of the advertisement is within the control of the advertiser, not the medium. (iv) Advertising without persuasion is ineffective. The advertisement that fails to influence anyone, either immediately or in the future, is a waste of money. (v) The function of advertising is to increase the profitable sales volume. That is, advertising expenses should not increase disproportionately.
Advertising includes the following forms of messages: The messages carried in? ??Newspapers and magazines; ??On radio and television broadcasts; ??Circular of all kinds, (whether distributed by mail, by person, thorough
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tradesmen, or by inserts in packages); ??Dealer help materials, ??Window display and counter – display materials and efforts; ??Store signs, motion pictures used for advertising, ??Novelties bearing advertising messages and Signature of the advertiser, ??Label stags and other literature accompanying the merchandise.
Advertising Objectives Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favorable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme.
The basic objectives of an advertising programme may be listed as below: (i) To stimulate sales amongst present, former and future consumers
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(ii) To communicate with consumers. (iii) To retain the loyalty of present and former consumers. (iv) To increase support. (v) To project an image.
Importance of Advertising: ? Advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. ? It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. ? It can force middlemen to stock the product by building consumer interest. ? It can help train dealers salesmen in product uses and applications. ? It can build dealer and consumer confidence in the company and its products by building familiarity.
Cosmetics:
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Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, permanent waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, baby products, bath oils,bubble baths, bath salts, buttersand many other types of products. A subset of cosmetics is called "make-up," which refers primarily to colored products intended to alter the user?s appearance. Many manufacturers distinguish between decorative cosmetics and care cosmetics.
Cosmetic products:
Cosmetic products were once the sole domain of film personalities and stage actors. The use of cosmetics in those eras was restricted to the purpose of creating a dramatic effect. Women started using cosmetics to highlight their facial features. In India beetroot was used to redden the cheeks, while in Western countries, certain chemicals were used to darken the hair. Finally, because of the world-wide demand for make-up for the average person, cosmetics finally became available for sale to the common man. Some common cosmetics include lipsticks, blush-on or rouge as it is sometimes known, eyeliners, mascaras, foundations and eye shadows. Lipsticks are made using color pigments, oils, waxes and often fragrances as well. Different cosmetic companies also add various other substances to create other effects with lipstick. The oldest use of lipstick can be traced back to almost five thousand years ago, when women of the Mesopotamian culture and of the Indus
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valley civilization are believed to have crushed semi- precious stones and mixed them into a paste to apply to the lips for added color. Through the centuries, lipstick remained popular with women of different cultures and while some ancient lipstick-manufacturing techniques employed the use of potent and toxic chemicals, others used vegetable or animal extracts. Today, a wide range of lipsticks are available in the cosmetic market to cater to the various needs of the consumer. There are organic and natural lipsticks as well as lip-gloss and lip pencils which come in a wide variety of colors to suit a huge spectrum of skin tones. Worldwide, lipsticks are the most popular cosmetic in the cosmetic market today. Perfume is another popular cosmetic product. It is a fragrant mixture made using various oils and aromatic compounds. Usually every perfume manufacturer keeps the exact combination of ingredients a secret, especially in the case of perfumes that are manufactured by large brand names. Today, the perfume manufacturing business is so huge that many celebrities participate in the industry by endorsing certain perfumes. Celebrities even take advantage of their own popularity by releasing perfumes christened with their own names. Rouge or blush-on is a cosmetic which is used to redden the cheeks. In ancient times, women resorted to pinching their cheeks, or using the extracts of mulberries, beetroot or other such extracts to color their cheeks and acquire a healthy look. Typically women use this product to highlight cheekbones but newer make-up techniques involve using rouge to add color to the apple of one?s cheeks. Rouge is available as a pressed powder or as a cream-based paste. Eye liner is used to emphasize the shape of the eyes. Today there are many kinds of eyeliners like liquid eyeliners, or kohl and kajal, all of which can be used to create different effects and looks. Smoky eyes and the gothic look are in vogue
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nowadays and these looks can be created using kohl over and under the eye with metallic gold or silver eye shadow. History of cosmetics: Few cultures valued beauty and cosmetic products in ancient times as the Egyptians did. The history of ancient cosmetics can also be traced back to the culture of ancient Greece and make-up was also popular in the Roman Empire. There is sufficient evidence to suggest that people from all these three cultures used hair dyes for instance. These people used herbal concoctions with components like henna, sage and chamomile to darken their hair. It was only in the renaissance period that blond hair became fashionable. In other cultures like that of China, fingernail painting was popular in ancient times. Ancient Chinese people used a mixture of gum arabic, egg whites, gelatin and beeswax to make the first forms of nail varnish and royalty preferred to use metallic or bright colors of nail varnish at that time. People from lower ranks were restricted to the use of paler nail varnish colors, and this trend of discrimination using nail varnish was also visible in ancient Egypt. Although cosmetic products have undergone many changes in modern times, the basic concept of using cosmetics to enhance the features of good health has not changed. For instance, blush-on is used to conceal pale present a picture of rosy cheeks as opposed to pale skin and nail polish can be used to conceal brittle or dry nails. The history of makeup cosmetics however is tarnished by the ill-effects that were often experienced after applying many ancient make-up products. This was because many such products were created using dangerous components and also
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because cleansing lotions are not anywhere to be found in the early history of cosmetics. The history of the cosmetics industry includes very dark chapters in European and Western countries from about six centuries back. Mixtures and pastes were then used to whiten the face, a practice which remained popular till over four hundred years later. The early mixtures that were used in Europe for this purpose were so potent that they often led to paralysis, strokes or death. In that era, another method that was employed to make the skin appear fairer was to bleed oneself using leeches. Up to the late nineteenth century, women in Western countries may have secretly worn make-up made from mixtures of household products, as make-up was then deemed the domain of film stars. Cosmetics were only openly put up for sale in the early part of the twentieth century for the first time. Tanned or darker skin tones became popular only as late as the early twentieth century. It was in this era that tanning the skin became a popular fad. The history of cosmetics in the 1930s and 1940s shows how the fashion or trend with respect to lipstick colors was changed annually, getting darker and closer to red every passing year. It was around this time that eyebrow shaping also became popular. However, the true surge in make-up sales occurred at the end of the Second World War when people were celebrating the return of their loved ones.
Cosmetic Brands:
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The world of cosmetics is much more than beautification. Blending a lip balm with natural properties is what users are demanding. There are several factors to be noted while using and choosing a shampoo. Conditioners can be built in or aided separately. Cosmetics are different with regard to party wear, routine functions and also corporate necessities. „Clothes maketh the man? is again an important thing to be followed. If one is going to office then it is important to use cosmetics that are subtle. Air conditions are harsh on the hair and skin. Leave-in conditioners and moisturizers are important. The fluctuation of temperature from moving out of the air conditioned office and in, plays havoc on the texture of skin and hair. There are many brands in cosmetics. Although most of us are dedicated to brands there could be a particular item that one could be sensitive to. In such as case, it is best to discontinue the particular item and swap for another brand. Allergies also happen with time and it is suspiring that a particular hair oil or face cream that you have been using for years suddenly gives you a rash. Normal and healthy skin can be cultivated and the key to this is good nutrition. Skin heals at night and one should always go in for skin treatments under the supervision of a specialist. There are on the shelf solutions for zits and acne and branded products are often trustworthy. Another important thing is to remove the make up well and keep skin natural before going to bed. Moisturizers of branded variety are also dependent on skin types. There are special ones for extra dry climates and harsh winters which would be unsuitable for a tropical weather. Cleaning agents like face dabs or a nail polish remover has to be of a trusted brand as they can do more harm to the skin owing to direct application.
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Cosmetic brands are getting more competitive in India as people are open to new shades, varieties and beneficial properties. Fashion and cosmetics go hand in hand.
Garnier: Garnier is a mass market brand of L'Oréal that produces hair care products, including the Fructis line, as well as skin care products, notably the newer Nutritioniste line. One of their key proprietary ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.
Pantene:
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Pantene is a brand of hair care products owned by Procter &Gamble.The brand's best-known product is the conditioning shampooPantene Pro-V. The brand name stands for Pantene Pro-Vitamin.Liza Jaramillo was the first Pantene model for the product. In the late 1980's, model/actress Kelly LeBrock starred in a series of Pantene print and television ads with the slogan, "Don't hate me because I'm beautiful." As of 2005, Maria Menounos serves as spokeswoman on Pantene's TV commercials. In the UK, Anna Friel has been appearing in adverts since May 2006. Natasha Bedingfield's hit song Unwritten is used in Pantene Ads all over the world.
India and Cosmetics: The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. In that time the range of cosmetic and beauty products in India has
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widened tremendously. Beauty products manufacturers in India mostly cater to the great demand for cosmetics and toiletries that fall into the low or medium-price categories as the greatest demand in India has always been for these economically priced products. However, in recent years in the cosmetics market India competitors have begun to manufacture products to cater to an International need. For instance, herbal cosmetics from India have a great demand in the overseas market and many cosmetic products that are manufactured in India today are supplied to international suppliers of branded cosmetics products like The Body Shop for example. New facts that have been unveiled by a series of cosmetics business market analysis India reveal that many International companies are now outsourcing cosmetics to India and that the industry of cosmetic products India is growing at an average rate of almost twenty percent annually. This increase is attributed to two main factors. The first being the increase for the demand in Indian cost-effective products and the second being the increased purchasing power of the average Indian. There are also many reasons for the increased demand for cosmetic products in particular. With the introduction of satellite television and a wide array of television channels as well as the Internet, the average Indian consumer is constantly bombarded with advertisements and information on new cosmetic products which often translates into the desire to purchase them. A boom in the Indian fashion industry has also been linked to the increased awareness of Indian people about their appearances and consequently contributed to an increase in the demand for cosmetic products. However, even with the massive surge in the popularity of cosmetic products,
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statistics have shown that the average Indian consumer spends much less on cosmetic products than consumers from every other part of the world. This means that the Indian cosmetic industry has an even greater potential for growth than it is presently experiencing. In the entire range of products that fall within the territory of the Indian cosmetic and toiletries market, the most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses account for the most sales. In this area, popular local brand names include Lakme and Revlon. Skin-care cosmetics have experienced a slower growth and products such as anti-wrinkle creams, cleansers and toners, for instance are not as popular as facial creams, moisturizers and fairness creams in this genre. Companies like Ponds and Fair and Lovely rule the roost in this segment. Unilever and Procter & Gamble are major players in the Indian cosmetic sector of shampoos and hair products. However, the Indian hair-care cosmetic sector now has a few foreign brands to compete with these giants as well. Finally, one of the most popular cosmetic produced in India are herbal cosmetics which have gained popularity internationally in recent years. Shahnaz Husain, Emami and Biotique products are the most well-known in this area.
Indian Cosmetic Sector Analysis:
The Indian cosmetic Industry has witnessed rapid growth in the last couple of years, growing at a CAGR of around 7.5% between 2006 and 2008. With improving purchasing power and increasing fashion consciousness, the industry is
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expected to maintain the growth momentum (with marginal slowdown due to economic slowdown) during our forecast period (2009-2012). It is projected to grow at a CAGR of around 7% during the forecast period, says " Indian Cosmetic Sector Analysis (2009-2012)", a recent research report by RNCOS, Both electronic as well as print media are playing an important role in spreading awareness about cosmetic products and developing fashion consciousness among the Indian consumers. With the introduction of satellite television and a number of television channels as well as the Internet, the Indian consumers are constantly being updated about new cosmetic products, translating into the desire to purchase them. Additionally, the flourishing Indian fashion/film industry is fueling growth in the industry by making Indians to realize the importance of having good looks and appearances. Despite the massive surge in the popularity of cosmetic products, our report finds that the average consumer spending on cosmetic products in India is much lesser than any other part of the world. This implies that the Indian cosmetic industry has an even greater potential for growth in future than present. At present, most of cosmetics manufacturers in India cater to the domestic market but they are gradually establishing their footholds in overseas markets. In recent years, the Indian cosmetic manufactures have received orders from overseas markets; for example - Indian herbal cosmetic products have a tremendous demand in the international market. However, manufactures should not forget that the Indian domestic market is price sensitive and they need to work out innovative strategies to establish a foothold here, the report added.
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Our report also provides an in-depth analysis of present and future prospects of the Indian cosmetics industry. It thoroughly evaluates the industry, with focus on current and future market position of important segments and respective key players. The report helps the clients to examine the factors critical for the success of the industry and enables them to understand the existing and future opportunities and challenges lying in the industry.
NEED OF THE STUDY: To know the impact of advertisement on women in buying cosmetics. How the advertisement attracts women?s.
SCOPE OF THE STUDY: The study is conducted to know how the advertisement attracts women and how it makes them to purchase cosmetic products in present scenario. It helps to know the behavioral attitude of customer. The study has provided the customers a good opportunity to express their ideas and opinions freely on cosmetic products.
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Primary objective:
The main objective is to study role of advertisement on women in buying cosmetic products.
Secondary Objective:
? To describe the advertisement which attracts cosmetic consumers. ? To study the purchasing behavior of women in buying cosmetics. ? To study types of advertisements. ? To study effectiveness of advertisements i.e. on sales, profitability. ? To study the perception of consumers towards the product due to advertisement ? To find the ways to make it more effective.
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LIMITATIONS
o Sample size restricted to 100 only which was very less according total population. o The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.
o Survey is a time consuming process but the time to collect the data for research was very less. o Sometimes the respondents are not willing to fill the questionnaire and hence the resultant may not be correct.
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o Marketing researchers studies the behavior that is rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.
RESEARCH METHODOLOGY
TITLE OF THE STUDY: The title of the study is “ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETIC PRODUCTS”
RESEARCH DESIGN: Research design is a descriptive research targeting advertisement on women in buying cosmetic products. The study is conducted in the city of Coimbatore. These descriptive researches describe the characteristics of what is being under these researches. It includes survey and fact finding enquiry.
SAMPLE PROCEDURE:
SAMPLE PLAN: Convenience sampling technique was adopted for the data collection. SAMPLE SIZE:
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100 respondents from Coimbatore city were taken for the research. DATA SOURCE: Primary data and secondary data.
PRIMARY DATA
1) Through Questionnaire Collected the „n? No. of customers and served them with the Questionnaire prepared and collected their responses for further analysis and interpretation. The information received thus was more dependable and rehable as it was collected from the customers directly. SECONDARY DATA
1) Through internet, journals, magazines etc : I have gone through various websites no. of manuals, journals, magazines etc and was able to get an idea about role of advertisement on women in buying cosmetics.
RESEARCH APROACH: Survey.
RESEARCH INSTRUMENT
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Questionnaire.
METHOD OF CONTACT: Personal.
STASTICAL TOOL: For analysis statistical tool like sample percentage and weighted average method were used and it is presented in the form of table and charts.
SIMPLE PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships. Percentage can also be used to compare the relation terms the distribution of two or more sources of data.
% of Respondents=No. of Respondents*100 Total Respondents
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LIMITATIONS
The marketing researcher has to face certain difficulties while he carries out the research work. He knows the limitation beforehand, uncontrollable and others are controllable. Some important limitations, which are faced by researchers as follows: -
? ?
Sample size restricted to 100 only which was very less according total population.
The responses given by respondents were not always accurate because the respondents gave the response according to their understanding.
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?
Survey is a time consuming process but the time to collect the data for research was very less.
? ?
Sometimes the respondents are not willing to fill the and hence the resultant may not be correct.
questionnaire
Marketing researchers studies the behavior that is rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.
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ANALYSIS AND INTERPRETATION
ANALYSIS: Analysis is the process of placing the data in the ordered from combining them with the existing information and extracting the meaning from them.
INTERPRETATION: The interpretation is the process of relating various bits of information to other existing information .The interpretation attempts to answer “what relationship exists between the findings to the research objectives and hypothesis framed for the study in the beginning”.
ANALYSIS METHOD: The Statistical tool used for analysis in this study is Simple percentage method.
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TABLE -1
RESPONDENTS AGE:
S.no 1 2 3 4
Age Below 20 20-30 30-40 Above 40 Total
No. of Respondents 26 57 14 3 100
Percentage 26% 57% 14% 3% 100%
ANALYSIS: From the above table it is analyzed that 26% of the respondents age is below 20,
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57%of the respondents age is 20-30, 14% of the respondents age is 30-40 and 3% of the respondents age is above 40.
INTERPRETATION Majority of (57%) respondents are between 20-30 years old.
CHART - 1
RESPONDENTS AGE
60 50 40 30 20 10 0 20 to 30 Below 20 30 to 40 Above 40
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TABLE - 2
RESPONDENTS OCCUPATION:
S.no 1 2 3 4
Occupation Student Business class House hold Service class Total
No. of Respondents 74 11 12 3 100 3%
Percentage 74% 11% 12%
100%
ANALYSIS:
From theabove table it is inferred that 74% of the respondents are students, 11% of the respondents are business class, 12%ofthe respondents are household and 3% of
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the respondents are service class.
INTERPRETATION
So the majority 74% of the respondents are students
CHART -2
RESPONDENTS OCCUPATION
80
70
60
Student
50
40
Business Class House Hold Service Class
30
20
10
0
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TABLE - 3
RESPONDENTS VIEW TOWARDS THE STATENENT THAT THEY HAVE COME ACROSS THE ADVERTSEMENT OF COSMETICS PRODUCTS
S.no 1 2
Have u come across cosmetic ad Yes No
Respondents 100 0
Percentage 100% 0%
Total
100
100%
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ANALYSIS: It is analyzed that 100% of women have come across cosmetic advertisement
INTERPRETATION: It can be interpreted that everyone has come across cosmetic advertisement
CHART – 3
RESPONDENTS VIEW TOWARDS THE STATENENT THAT THEY HAVE COME ACROSS THE ADVERTSEMENT OF COSMETICS PRODUCTS
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Series 1
100 90 80 70 60 50 40 30 20 10 0 yes no Series 1
TABLE –4
SHAMPOO PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4
Shampoo Garnier Pantene Sunsilk Dove Total
No. of Respondents 14 23 25 38 100
Percentage 14% 23% 25% 38% 100%
ANALYSIS:
From the above table it is analyzed that 14% of the respondents prefer Garnier, 23% of the respondents prefer Pantene, 25% of the respondents prefer Sunsilk and 38 % of the respondents prefer Dove.
INTERPRETATION: From this table it can be inferred that majority of (57%) respondents are between 20-30 years old.
CHART - 4
SHAMPOO PREFERRED BY THE RESPONDENTS:
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40
Garnier
35
Pantene
30
Sunsilk
25
Dove
20
Others
15 10 5 0
TABLE – 5
POWDER PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4 5 Total
Shampoo Ponds Santoor Cuticura Spinz Others
No. of Respondents 39 14 19 18 10 100 100%
Percentage 39% 14% 19% 18% 10%
ANALYSIS
From the above table it?s analyzed that 39% of the people prefer ponds 14% prefer Santoor 19% prefer Cuticura 18% prefer Spinz and 10% prefer other powders
INTERPRETATION
Majority (39%) of the respondents prefer ponds
CHART - 5
POWDER PREFERRED BY THE RESPONDENTS
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40
35
Ponds Santoor Cutticura
30
25
20
Spinz
15
Others
10
5
0
TABLE – 6
FACEWASH PREFERRED BY THE RESPONDENTS:
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S.no 1 2 3 4 5 Total
FacewashNo. of Respondents Everyouth Ponds Garnier Clean and Clear Others 100 27 20 15 26 12
Percentage 27% 20% 15% 26% 12% 100%
ANALYSIS
From the above table it?s analyzed that 27% of the people prefer Everyouth 20% prefer Ponds 15% prefer Garnier 26% prefer Clean and Clear and 12% prefer other Facewash.
INTERPRETATION
Majority of the women is using Everyouth and clean and clear Facewash for their face.
TABLE – 6
FACEWASH PREFERRED BY THE RESPONDENTS:
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27
26
20
15 12
Everyouth
Ponds
Garnier
Clean & Clear
Others
TABLE – 7
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EYELINER PREFERRED BY THE RESPONDENTS:
S.no 1 2 3 4 5 Total
Eyeliner Eyetex Lakme Shingar Elleat Others
No. of Respondents 30 51 10 5 4 100 100%
Percentage 30% 51% 10% 5% 4%
ANALYSE:
From the above table it?s analyzed that 30% of the people prefer Eyetex , 51% prefer Lakme, 10% prefer Shingar, 5% prefer Elleat, and 4% prefer other Eyeliner.
INTERPRETATION:
Majority (51%) of the women is using Lakme.
CHART – 7
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EYELINER PREFERRED BY THE RESPONDENTS:
Chart Title
60
50
40
30
20
10
0 Eyetex Lakme Shingar Elleat Other
TABLE-8
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RESPONDENTS RESPONSE ON HOW DO THEY GET INFORMATION ABOUT THE NEW PRODUCT:
S.no 1 2 3 4 5 Total
Product information Television Newspapers Magazines Internet Peers 100
No. of Respondents 55 17 18 7 3 100%
Percentage 55% 17% 18% 7% 3%
ANALYSIS
From the above table it?s analyzed that 55% of the people prefer television, 17% prefer newspaper, 18% prefer magazines, 7% prefer internet, and 3% prefer peers.
INTERPRETATION
Majority (55%) of the women is using television.
CHART-8
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RESPONDENTS RESPONSE ON HOW DO THEY GET INFORMATION ABOUT THE NEW PRODUCT
peers 3% Internet 15%
Magazines 16%
Telivision 50%
Newspaper 16%
TABLE-9
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RESPONDENTS RESPONSE TOWARDS WHICH FORM OF ADVERTISEMENT DOES THEY LIKE MORE:
S.no 1 2
Advertisement Still Image Moving Image
No. of Respondents 18 82
Percentage 18% 82%
Total
100
100%
ANALYSIS From the above table it is analyzed that 18% of the people prefer still image and 82% prefer moving image.
INTERPRETATION Majority (82%) of the women prefer moving image.
CHART-9
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RESPONDENTS RESPONSE TOWARDS WHICH FORM OF ADVERTISEMENT DOES THEY LIKE MORE:
Chart Title
90 80 70 60 50 40 30 20 10 0 Still Image Moving Image
TABLE – 10
RESPONDENTS VIEW ON THE STATEMENT ADVERTISEMENT IS A
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SOURCE OF:
S.no 1 2 3 4
Advertisement source Information Entertainment Motivation to buying Source of comparison
No. of Respondents 47 13 31 9
Percentage 47% 13% 31% 9%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 47% of the people says it is a source of information, 13% says it is an entertainment, 31% says it is a motivation to buying, and 9% says it is a source of comparison.
INTERPRETATION
Majority (47%) of the respondents says advertisement is a source of information.
CHART-10
RESPONDENTS VIEW ON THE STATEMENT ADVERTISEMENT IS A
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SOURCE OF:
Source of comparison 9%
Motivation to buying 31%
Information 47%
Entertainment 13%
TABLE-11
RESPONDENCE RESPONSE ON THE STATEMENT “ENTERTAINING
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ADVERTISEMENT INFLUENCE THEIR OPINION ABOUT THE PRODUCTS”
S.no Opinion of the advertisement 1 2 Yes No 67 33
No. of Respondents Percentage 67% 33%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 67% of the people says entertaining advertisement influence the opinion about the product and 33% of the respondents says no.
INTERPRETATION
Majority (67%) of the women says entertaining advertisement influence the opinion about the product.
CHART-11
RESPONDENCE RESPONSE ON THE STATEMENT “ENTERTAINING
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ADVERTISEMENT INFLUENCE THEIR OPINION ABOUT THE PRODUCTS”
Yes
No
33%
67%
TABLE-12
RESPONDENCE VIEW TOWARDS THE STATEMENT “LANGUAGE OF
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THE ADVERTISEMENT HAS AN IMPACT IN THEIR OPINION ABOUT THE PRODUCT”
S.no 1 2
Language of the advertisements No. of Respondents Yes No 78 22 78%
Percentage
22%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 67% of the people says language of advertisements has an impact in the opinion of the product and 33% of the respondents says no.
INTERPRETATION
Majority (67%) of the women says language of the advertisements has an impact on the opinion about the product.
CHART-12
RESPONDENCE VIEW TOWARDS THE STATEMENT “LANGUAGE OF
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THE ADVERTISEMENT HAS AN IMPACT IN THEIR OPINION ABOUT THE PRODUCT”
Chart Title
No 22%
Yes 78%
TABLE-13
RESPONDENCE ATTITUDE TOWARDS THE STATEMENT “PRESENCE
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OF ANY CELEBRITY IN THE ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCTS”
S.no 1 2
Celebrity in advertisements Yes No
No. of Respondents 57 44
Percentage 57% 43%
Total
100
100%
ANALYSIS
From the above table it?s analyzed that 57% of the people says language of advertisements has an impact in the opinion of the product and 44% of the respondents says no.
INTERPRETATION
Majority (57%) of the women says language of the advertisements has an impact on the opinion about the product.
CHART-13
RESPONDENCE ATTITUDE TOWARDS THE STATEMENT “PRESENCE
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OF ANY CELEBRITY IN THE ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCTS”
Yes
No
43%
57%
TABLE-14
RESPONDENCE OPINION ON THE STATEMENT “REPEATED
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ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCT”
S.no 1 2
Repeated advertising Yes No 37
No. of Respondents 37% 63
Percentage
63%
Total
100
100%
ANALYSIS From the above table it s analyses that 37% of the people says repeated advertisements affects the opinion of the product and 63% of the respondents says no.
INTERPRETATION Majority (63%) of the women says a repeated advertisement does not affect the opinion about the product.
CHART-14 RESPONDENCE OPINION ON THE STATEMENT “REPEATED ADVERTISEMENT AFFECTS THE OPINION ABOUT THE PRODUCT”
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Yes 37%
No 63%
TABLE-15 RESPONDENCE RESPONSE ON PRESENCE OF SOCIAL ISSUES IN THE ADVERTISEMENT AFFECTS YOUR OPINION ABOUT THE
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PRODUCT:
S.no 1 2
Presence of social issues Yes No
No. of Respondents 57 43
Percentage 57% 43%
Total
100
100%
ANALYSIS From the above table it is analyzed that 57% of the people says presence of social issues in the advertisements affects the opinion of the product and 43% of the respondents says no.
INTERPRETATION Majority (63%) of the women says presence of social advertisements affects the opinion about the product.
CHART- 15 RESPONDENCE RESPONSE ON PRESENCE OF SOCIAL ISSUES IN THE ADVERTISEMENT AFFECTS YOUR OPINION ABOUT THE
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PRODUCT:
Yes
No
43, 43%
57, 57%
TABLE-16 RESPONDENCE RESPONSE ON THE STATEMENT “ADVERTISEMENT HELPS IN INCREASING SALES OF ANY PRODUCT”
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S.no Advertisements in increasing sales No. of Respondents 1 2 Yes No 78 22 78 % 22%
Percentage
Total
100
100%
ANALYSIS From the above table it is analyzed that 78% of the people says advertisements helps in increasing the sales and 22% of the respondents says no.
INTERPRETATION Majority (78%) of the women says presence of social advertisements affects the opinion about the product.
CHART-16 RESPONDENCE RESPONSE ON THE STATEMENT “ADVERTISEMENT HELPS IN INCREASING SALES OF ANY PRODUCT”
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Yes
No 0% 0%
22%
78%
CHART - 17 RESPONDENTS RESPONSE ON THE STATEMENT ON WHEATHER
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THEY CAN RECALL ANY COSMETIC ADVERTISEMENT
S.no Can you recall any of the cosmetic No. of Respondents advertisement 1 2 Yes No 81 19
Percentage
81% 19%
Total
100
100%
ANALYSIS From the above table it is analyzed that 81% of the women can recall cosmetic advertisements and 19% can?t recall.
INTERPRETATION Majority (81%) of the women can recall cosmetic advertisement.
TABLE - 17
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RESPONDENTS RESPONSE ON THE STATEMENT ON WHEATHER THEY CAN RECALL ANY COSMETIC ADVERTISEMENT
0 19
0
yes no 81
FINDINGS
? Majority (74%) of the respondents are students
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? Everyone has come across cosmetic advertisement ? Majority of (57%) respondents are belonging to the age group 20-30 years ? Majority(39%) of the respondents prefer ponds ? Majority of the women is using Ever youth and clean and clear face wash ? Majority(51%) of the women is using Lakme
? Majority(55%) of the women is using television.
? ?
Majority(82%) of the women prefer moving image Majority(47%) of the respondents says advertisement is a source of information
? Majority(67%) of the women says entertaining advertisement influence the opinion about the product. ? Majority(67%) of the women says language of the advertisements has an impact on the opinion about the product. ? Majority(57%) of the women says language of the advertisements has an impact on the opinion about the product. ? Majority(63%) of the women says repeated advertisements do not affect the opinion about the product. ? Majority(63%) of the women says presence of social advertisements affects the opinion about the product. ? Majority(78%) of the women says presence of social advertisements affects
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the opinion about the product. ? Majority(81%) of the women can recall cosmetic advertisement
SUGGESTIONS
? Advertisement should be according to the product and its suitability with different age groups.
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? To make advertisement more effective all the determinants of effectiveness should be taken care of. ? Investment in advertisement should be made with great care of media of advertisement and type of advertisement. ? Advertisers should develop new and more effective ways of advertisement.
CONCLUSION
ANOVA reveals that all the determinants are not internally equal they are significantly different from one another. Similarly, all the parameters
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are not internally equal they are significantly different from one another.
In order to measure the effectiveness of advertising, which approach (communication effectiveness or sales effectiveness), is more suitable? Two factors are to be considered in deciding the approach. They are
1. Relevance of advertising objectives on the overall performance objectives: Generally advertising managers would like to know the role of advertisements on the overall performance of the business firm i.e., return on investment and on profitability. A sale is a determining factor of company performance. 2. Difficulty and cost of obtaining data needed to evaluate effectiveness: Generally communication measures are easy to follow than sales effectiveness measures. If the measures of advertising are more relevant they will be difficult and costly. If it is less difficult and cheap the measures will not be more relevant. Therefore, the advertising manager has to make a balance between these two approaches.
REFERENCE Books
1. Advertising Management – concepts and cases Mahendra Mohan.
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2. Marketing Management – Philip Kotler 3. Branding – Geoffrey Randoll 4. Strategic Brand Management – Kapferer 5. Advertising and Sales Promotion Management – S.L.Gupta, V.V.Ratra 6. Advertising and Salesmanship – P.Saravanavel.
Internet
1. www.books.google.com 2. www.scribd.com 3. www.paulbeelen.com 4. www.decisionanalyst.com
5. www.GCIMagazine.com
Questionnaire I am TeenaAlphonsaRodrigues3rd year bachelor of Business management. I am doing my project on “A ROLE OF ADVERTISEMENT ON WOMEN IN BUYING COSMETICS” as a part of my course curriculum. For this I require you
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to please fill this questionnaire. 1, Name: ……………………………….................................
2, Sex: a. Male [ ]
b. Female [ ]
3, Age: a. Below 20 b. 20 to 30 c. 30 to 40 d. Above 40 [ ] [ ] [ ] [ ]
4, Occupation: a. Student[ ] b. Business class[ ] c. House hold [ ] d. Service class[ ]
5, Do you use cosmetics products? Yes [ ] No [ ]
6, Have you come across the advertisement of cosmetic products? Yes [ ] No [ ]
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7, What type of shampoo do you prefer for your hair? a. Garnier b. Pantene c. Sunsilk d. Dove e. Others specify ………………..
8,What type offace wash do you prefer? a. Everyouth b. Ponds c. Garnier d. Clean and Clear e. Others specify ………………..
9, What type of powder do you prefer? a. Ponds b. Santoor c. Cutticura d. Spinz e. Others specify …………………….
10, What type of eyeliner do you prefer? a. Eyetex b. Lakme c. Shingar d. Hgh
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e. Others specify…………………
11, From where do you get information about the new product? a. Television b. Newspapers [ ] c. Magazines d. Internet [ ] [ ] [ ]
e. Peers (friends/family)[ ]
12, Which form of advertisement do you like more? a. Still image (Magazines / Newspapers) [ ] b. Moving image (Television / Internet) [ ]
13, Advertisement is a source of? a. Information b. Entertainment [ ] [ ]
c. Motivation to buying [ ] d. Source of comparison [ ]
14, Does an entertaining advertisement influence your opinion about the product? Yes [ ] No [ ]
15, Does language of the advertisement has any impact your opinion about the
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product? Yes [ ]No [ ]
16, Does presence of any celebrity in the advertisement affects your opinion about the product? Yes [ ]No [ ]
17, Does repeated advertisement affects your opinion about the product? Yes [ ]No [ ]
18, Does presence of social issues in the advertisement affects your opinion about the product? Yes [ ]No [ ]
19, Do you think advertisement helps in increasing sales of any product? Yes [ ]No [ ]
20, Can you recall any of your cosmetics advertisement if yes Specify…………………………………
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