A PROJECT REPORT ON LOREAL PARIS’S – CONSUMER PROSPECTIVE [BRAND [BRA ND AWARNESS AND BRAND PERCEPTION]
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR MASTER OF COMMERCE (M.COM) ACCOUNTANCY GROUP SEMESTER III IN THE SUBJECT RESEARCH METHODOLOGY TO UNIVERSITY OF MUMBAI BY SAMPADA DEEPA! DEEPA! SHELAR SHELA R ROLL NO. "#A$%" $&"#$&"' UNDER THE GUIDANCE OF PROF. DR. SUJATA !ARMAR!AR CHETANA’S H. S. COLLEGE OF COMMERCE ECONOMICS
1
SMT !USUMTAI CHAUDHARI COLLEGE OF ARTS BANDRA (EAST) MUMBAI – %&& &*"
DECLARATION I
S+,-++ S+,-++ S/01+2 S/01+2 S3405 S340533
O6
M+7302 M+7302 O6
C8,,0 C8,,0290 290 (M.COM (M.COM))
A998453+59: G284- S0,07302III R811 N8. "#A$%" O6 C/03+5+’7 H. S. C8110;0 O6 C8,,0290 E9858,<97 S,3. !. C. C8110;0. O6 A237 (CHETAN (CHETANA’ A’S S
M.COM M.COM
CENTRE) CENTRE)
B+52+ (E+73) (E+73)
M4,=+<%&& M4,=+<%&&&*" &*"
H020=: H020=: D091+20 D091+20 T/+3 I H+>0 C8,-1030 C8,-1030 T/0 P28?093 P28?093 O5 LOREAL LOREAL PARIS’S RIS’S CONSUM CONSUMER ER PROSPE PROSPECTI CTIVE VE I5
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S4=?093 S4=?093
R070+2 R070+29/ 9/
M03/8818;: F82 T/0 A9+0,<9 Y0+2 $&"#$&"'
@@@@@@@@@@@@@@@@@@@@@@@@@@@@ SAMPADA DEEPA! DEEPA! SHELAR
DATE $ SEPTEMBER $&"# 2
CERTIFICATE I PROF. DR. SUJATA SUJATA !ARMAR!AR H020=: H0 20=: C023<6: C023< 6: T/+3 S+,-++ S+ ,-++ D00-+ D00-+
S/01+2 S/01+2
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C/03+5+’7 M.C8, C05320 H+7 S4990776411: C8,-1030 P28?093 P28?093 O5 LOREA LOREAL L PARIS’S PARIS’S CONSUMER CONSUMER PROSPECTI PROSPECTIVE VE I5 T/0 S4=?093 S4=?093 R070+29/ M03/8818;: F82 T/0 A9+0,<9 Y0+2 $&"#"'
________________ ________________
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AC!NOWLEDGEMENT A3 T/<7 J4593420 I W841 L<0 T8 E-2077 M: S<59020 G2+3<340 T8 T/870 W/8 H+>0 H01-0 M0 D<20931: O2 I5<20931: D42<5; T/<7 P28?093. M: S<59020 T/+57 T8 PROF. DR. SUJATA SUJATA !ARMAR!AR F82 H02 W/810 H0+230 S4--823 C85732493<>0 A><90 A5 P2+93<9+1 G4<+590. I W841 A178 L<0 T8 T/+5 T/0 C8110;0 L<=2+2: F82 T/0 R06020590 M+302<+1 A5 I5682,+3<85 U70.
@@@@@@@@@@@@@@@@@@@@@@@@@ SAMPADA DEEPA! SHELAR
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INDE SR.NO
CONTENT
PAGE NO.
5
INTRODUCTION The average person is exposed to 2500 advertising messages per day through various media channels such as billboards, magazines and newspapers, television, radio, online etc. As human beings, we have a limited amount o !storage space" in which we retain these brands and it is thereore very important or the uture success o brands that the people in charge o managing them are aware o who the target audience is, what it is in their lives that they want brands to ulil, and how the current image, perception or attitude o #$%& brand compares to that o your competitors" brands. 'owadays, a successul brand can be a determining actor in whether or not a business is successul ()aig, 200*+. The process o branding involves creating and managing an identity or your brand through which a clear message is expressed. t is important that the values and images associated with the brand are clearly identiied by the organization, regularly !chec-ed" to determine whether they are (still+ relevant and consistently portrayed at every touch point with the consumer. t is vital that the manuacturers mar-eters o the brand understand what the consumers" wants and needs are and that they are able to anticipate what they will be in the uture. !/mart" organizations understand how important it is to create an emotional lin- between brands and consumers, and even orm relationships with them, in order to create a situation o
loyal consumers rather than ust satisied consumers. The
purpose o this research report is to perorm a brand audit in order to measure the brand image o the corporate 1"$ral brand. This will should prove to be valuable inormation or 1"$ral as it will inorm them as to whether or not their current brand positioning is aligned with what the consumer desires, and through uncovering the current brand image proile, 1"$ral will be aware o whether or not action is needed in order to improve the image.
6
COMPANY PROFILE The LO2+1 G284- is a 3rench cosmetics and beauty company, head4uartered in lichy, )auts6de6/eine, 3rance. t is the world7s largest cosmetics company, and has a registered oice in 8aris t has developed activities in the ield o cosmetics, concentrating on hair colour , s-in care,sun protection, ma-e6up, perumes and hair care, the company is active in the dermatological, tissue engineering and pharmaceutical ields and is the top nanotechnology patent6holder in the %nited /tates.
LOREAL IN INDIA
17$ral, the world leader in cosmetics, is synonymous with beauty, innovation and scientiic excellence in more than 9:0 countries.
n ndia, they employ over 9,000 people across six sites including; our regional oices, a actory in ha-an, 8une and their head4uarters in
They embrace responsibility to their employees, their consumers, their environment and the communities in which they operate. n ndia, 1or"el 8asir has encouraged scientiic education or women through their /cholarship programme !3or #oung =omen in /cience" in association with their global partners 6 %'>/$. $ur programme !)airdressers Against A?/" ights against ignorance about A?/ by training a networ- o hairdressers about A?/ prevention so they can pass the message on to the public. !@eautiul @eginnings" provides training in beauty services to underprivileged women.
7
PRODUCTS OFFERED BY L’O20+1 P+2<7 n ndia, 1"$real 8aris oer variety o products which includes • • • •
/-in care
BRAND AMBASADOR IN INDIA Talent, style, passion, commitment. 1"$ral 8aris has chosen spo-esmodels that inspire women and men the world over.
ndian models who have been @rand ambassador o 17$ral 8aris a re; • • • •
Aishwarya &ai @achan 3reida 8into /onam apoor atrina ai
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REVIEW OF LITERATURE H+55+ B825,+2 !2<73<+573+ U5<>027<3: According to theory, consumer choose a brand they recognize, beore an unamiliar brand. the consumer do not choose according to theories, what are the actors that have a greater eect on the buying behaviourB There is not much research about the eect o brand awareness on brand choice, which is why this subect was investigated. $ne o the purpose o this dissertation was to do a research about brand awareness, to see to what extent it matters when purchasing the irst time in an unamiliar environment. $ne o the obectives was to determine i there were any dierences in buying behaviour between the choosen cultures. The research group was limited to the students rom hina, ndia and ran at ristianad %niversity. ?ue to the low number o participants rom ndia, we had to exclude them rom our analysis. The research 4uestions were important since they structured the problem that was to be answered and made it easier to limit the scope o the dissertation. The 4uestionnaire that was handed out relected our research 4uestions. This made it possible to observe which product the students recognized most and which product recognized the least. The conclusion o the dissertation was that all investigated actors had some importance or choice o brand, while 4uality had a greater eect on brand choice than brand awareness. 3urther, there was no dierence in buying behaviour between the cultures. 3inally, it was not possible to state any dierence in buying behaviour the irst time compared to today.
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NEED OF STUDY
A brand awareness and @rand perception survey was needed because o ollowing reasons;
•
To -now the consumer perception toward 1"$real 8aris.
•
To -now how does consumer eel about the products o 1"$real 8arisB
•
To -now awareness o 1"$real 8aris brand amongst respondents.
•
To -now how the sales can be boosted.
•
To -now how to create brand e4uity o 1"$real 8aris.
•
To -now eectiveness o advertisement on creating @rand image.
•
To -now i the brand is adding value to products or not.
•
To -now i the cost o 1"$real 8aris is reasonable or not.
•
To -now i people are aware o brand ambassadors o 1"$real 8aris or not.
•
To -now the satisaction level o consumers or 1"$real 8aris.
•
To compare the brand with other brands.
•
To -now which product is most popular amongst users.
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RESEARCH METHODOLOGY
&esearch reers to search o -nowledge. The pattern in which a research is carried out to arrive at a conclusion or to inal new relationship within a particular ramewor- is called research methodology. &esearch methodology also reers to the various se4uences, steps to be adopted by a researcher to study a problem with certain obectives in view.
RESEARCH DESIGN
&esearch design is the ramewor- or plan or a study that guides the collection and analysis o the data. t is a map or blue print according to which research is to be conducted. The research design is given below, F8118<5; 730-7 +20 45023+05 38 985493 3/<7 2070+29/
9. /election o the subect. 2. $bectives o the study. :. ollection o data. *. Analyzing the data. 5. Title o the proect. TYPE OF DATA COLLECTED
There are two types o data used. They are primary and secondary data. 8rimary data is deined as data that is collected rom original sources or a speciic purpose. /econdary data is data collected rom indirect sources. These include boo-s, the internet, company brochures, product brochures, the company website, competitor"s websites etc, newspaper articles etc. The data is li-e heart o all types o research. This collection o data depends upon the purpose or which the data is re4uired .it is considered to be very important steps as it is the basis o oundation o investigation.
11
A) PRIMARY DATA t is the data collected by a person or his own use obtained rom
the indings. This is considered to be the irst hand inormation. These are those data which are collected by us to meet our own speciic purpose. The methods which are adopted or collecting primary data or the purpose o this proect report are as ollows;6
I D+3+ T/284;/ Q4073<855+<20
A 4uestionnaire has been prepared and illed by the emale customer who uses products o 1"$real by doing mar-et survey.
II P02785+1 I5302><07
A direct personal interview o several users has been ta-en. Their views were ta-en regarding the 4uality o the products which satisy them by ulilling there re4uirements. $ther methods which are adopted or collecting primary data to complete this proect report are6
?irect personal observation , and ,
ndirect oral investigation.
B) SECONDARY DATA
t is the data which is collected by some other person or the organization itsel or their own use, but, this type o datainormation can also be used by the researchers or his use as second hand inormation. /ources through which secondary data or this proect report are collected by ournals, magazines and internet. Ater gathering all the re4uired inormation decided to go in or this proect as this proect would give me the practical experience and also provide me with an opportunity to wor- on a subect o my interest.
12
13
DATA ANALYSIS AND INTERPRETATION
TABLE NO. ."TA@1> /)$='C T)> $%8AT$' 8&$8$&T$' $3 T)> &>/8$'?>'T/
PARTICULARS C$D>&'<>'T ><81$#>>
RESPONDENTS 9
PERCENTAGE 2
8&DAT> ><81$#>> />13 ><81$#>>
9 *
2 E
/T%?>'T/ $T)>&/
*9 :
E2 F
TOTAL
50
900
TABLE NO. .")A&T /)$='C T)> $%8AT$' 8&$8$&T$' $3 T)> &>/8$'?>'T/
6% 2% 2 %
8%
GOVERNMENT EMPLOYEE
PRIVATE EMPLOYEE
STUDENTS
OTHERS
SELF EMPLOYEE
82 %
'3>&>'>; t is inerred that E2G people who responded or the 4uestionnaire are students.
14
TABLE NO. .$
TA@1> /)$='C T)> C>'?>& 8&$8$&T$' $3 T)> &>/8$'?>'T/
PARTICULARS 3> TOTAL
RESPONDENTS E *2 50
PERCENTAGE 9FG E*G 900
CHART NO.$ )A&T /)$='C T)> C>'?>& 8&$8$&T$' $3 T)> &>/8$'?>'T/
16 %
Ma!
F!"a!
84 %
'3>&>'>; The chart denotes E*G o respondents who answered the 4uestionnaire are emale.
15
TABLE NO. TA@1> /)$='C T)> '$<> 1>D>1 $3 T)> &>/8$'?>'T
PARTICULARS &s.90,0006 &s.20,000 &s.29,0006&s.:0,000 &s.:0,000 A@$D> '1 TOTAL
RESPONDENTS F * 2 :E *&
PERCENTAGE 92G EG *G HFG "&&
CHART NO. )A&T /)$='C T)> '$<> 1>D>1 $3 T)> &>/8$'?>'T/ 80% 70% 60% 50% 40%
76%
30%
Percentage of respondents
20% 10% 0%
12%
8%
4%
' ! 0 0 0 0 & 0 0 % 0 0 a $ 2 $ 3 0 0 0 0 0 0 0 0 0 0 0 1 3 1 2 # # S R R R
( N
'3>&>'>; t shows that HFG o respondent"s income level alls 'il because the research was perormed amongst students.
16
TABLE NO. % TA@1> /)$='C T)> '$ $3 &>/8$'?>'T/ =)$ A&> A=A&> $3 1"$&>A1 8A&/
PARTICULARS
RESPONDENTS
PERCENTAGE
#>/ '$
*E 2
IFG *G
TOTAL
*&
"&&
CHART NO. % )A&T /)$='C T)> &>/8$'?>'T/ A=A&> $3 1"$&>A1 8A&/
4%
Y!#
N&
96 %
'3>&>'>; t shows that IFG o respondents are aware o 1"$real 8aris.
TABLE NO. * 17
TA@1> /)$='C $'/%<>&"/ @%#'C A/8>T $3 1"$&>A1 8A&/"/ 8&$?%T/ PARTICULARS
RESPONDENTS
PERCENTAGE
8&> J%A1T# 8AAC'C
9 2I 9
2G 5EG 2G
3&AC&A'> @&A'? TOTAL
F 9: 50
92G 2FG 900
CHART NO.* )A&T /)$='C $'/%<>&"/ @%#'C A/8>T $3 1"$&>A1 8A&/"/ 8&$?%T/ 70% 60% 50% 40% 30%
58%
Percentage of Respondents 20% 26%
10% 12% 0%
2%
( * ! P )
2%
( - . a + ,
! ! ( * a a I " / a ) * a P a F ) a )
'3>&>'>; t is observed that customers preer purchasing 1"$real 8aris or its 4uality.
18
TABLE NO.# TA@1> /)$='C %/T$<>&"/ 9 st 8&>3>&>'> T$=A&?/ 1"$&>A1 8A&/"/
PARTICULARS
RESPONDENTS
PERCENTAGE
9 25 29 9 2 50
2G 50G *2G 2G *G 900
/T&$'C1# AC&>> AC&>> '>%T&A1 ?/AC&>> /T&$'C1# ?//AC&>> TOTAL
CHART NO.# )A&T /)$='C %/T$<>&"/ 9 st 8&>3>&>'> T$=A&?/ 1"$&>A1 8A&/"/ 60% 50%
40% 30% 50%
Percentage of Respondents
42%
20% 10%
0%
2%
! ) ! A . ) & S
) a , N !
2%
4%
! ) ! # a ( D . ) & S
'3>&>'> t is inerred that only 92G o respondents strongly agree 1"$real 8aris is their 9st preerence.
19
TABLE NO. ' TA@1> /)$="/ )$= &>/8$'?>'T/ A<> T$ '$= A@$%T 1"$&>A1 8A&/"/
PARTICULARS
RESPONDENTS
PERCENTAGE
:I
HEG
F
92G
2
*G
9
2G
9
2G
50
900
A?D>&T/><>'T 3&>'?/ 'T>&'>T =$&? $3 <$%T) '31%>'> TOTAL
CHART NO. ' )A&T /)$="/ )$= &>/8$'?>'T/ A<> T$ '$= A@$%T 1"$&>A1 8A&/"/ 90% 80% 70% 60% 50% 40%
Percentage of respondents
78%
30% 20% 10% 0%
T E N E M S I T R E V A D
12%
4%
T E N E R T I N
2%
2%
N E I 4 A G M A
20
'3>&>'> t is ound that 1"$real 8aris inluenced HEG o its customers through advertisements.
21
TABLE NO.
TA@1> /)$='C =)) / T)> @>/T 8&$?%T $3 1"$&>A1 8A&/ PARTICULARS /' A&> %8 )A& $1$%& )A& A&> TOTAL
RESPONDENTS * 99 H 2E 50
PERCENTAGE EG 22G 9*G 5FG 900
CHART NO. )A&T /)$='C =)) / T)> @>/T 8&$?%T $3 1"$&>A1 8A&/ 900% 800% 700% 600% 500% 400%
Percentage of Respondents
300% 200% 100% 0%
8%
R E A 6 N I S
22%
U P E A M
14%
R U L O O 6 R I H A
56%
R E A 6 R I H A
'3>&>'>; t is ound that 5FG o customers li-e )air care products o 1"$real 8aris.
22
TABLE NO. TA@1> /)$='C =)>T)>& 1"$&>A1 8A&/ / $/T1#B
PARTICULARS
RESPONDENTS
PERCENTAGE
*5
I0G
5
90G
*&
"&&
#>/
'$
TOTAL
CHART NO. )A&T /)$='C =)>T)>& 1"$&>A1 8A&/ / $/T1#B
10 %
YES NO
90 %
'3>&>'>; t denotes that I0G o respondents eel 1"$real 8aris is costly.
23
TABLE NO. "& TA@1> /)$='C %/T$<>&"/ $8$' T$=A&?/ 1"$&>A1 8A&/"/ A?D>&T/><>'T
PARTICULARS
RESPONDENTS
PERCENTAGE
I
9EG
:F
H2G
5
90G
0
0G
0
0G
50
900
>L>11>'T C$$? 3A& @A? =$&/T
TOTAL
CHART NO. "& )A&T /)$='C %/T$<>&"/ $8$' T$=A&?/ 1"$&>A1 8A&/"/ A?D>&T/><>'T
10% 18%
EELLENT GOOD FAIR AD ORST
72%
24
'3>&>'>; t is inerred that H2G o respondents eel the advertisement is good.
TABLE NO."" TA@1> /)$='C T)> %/T$<>&/ 8%&)A/'C 8ATT>&' $3 1"$&>A1 8A&/
PARTICULARS
RESPONDENTS
PERCENTAGE
:
FG
9:
2FG
25
50G
H
9*G
2
*G
9:5
900
D>&# $3T>' &>C%1A& /$<>T<>/ $A/$'A11# '>D>& @%#
TOTAL
CHART NO. "" )A&T /)$='C T)> %/T$<>&/ 8%&)A/'C 8ATT>&' $3 1"$&>A1 8A&/ 60% 50% 40% 30% 50%
No. of respondents
20% 26%
10% 0%
14% 6%
N T E F O Y R V E
2%
A R L U G E R
Y Y L E S U L N A T I M R E E O V M S I E O A N S 6 O 6
Consumer buying pattren
25
'3>&>'>;The chart denotes 50G o the respondents purchase 1"$real 8aris only sometimes.
26
TABLE NO."$ TA@1> /)$='C T)> ADA1@1T# $3 1"$&>A1 8A&/ ' A11 $%T1>T/
PARTICULARS
RESPONDENTS
PERCENTAGE
#>/
:2
F*G
'$
9E
:FG
TOTAL
*&
"&&
CHART NO. "$ )A&T /)$='C T)> ADA1@1T# $3 1"$&>A1 8A&/ ' A11 $%T1>T/
36 %
YES NO 64 %
'3>&>'>; t is inerred that the maority o respondents say 1"$real 8aris is available in all outlets.
27
TABLE NO. " TA@1> /)$='C 8&$8$T$'AT> $3 &>/$'?>'T/ A=A&> $3 1"$&>A1 8A&/ @&A'? A<@A//A?$&
PARTICULARS A/)=A&#A &A /$'A< A8$$&
RESPONDENTS 2F 9F
PERCENTAGE 52G :2G
AT&'A A3
F
92G
%'A=A&>
2
*G
TOTAL
*&
"&&
CHART NO. " )A&T /)$='C 8&$8$T$'AT> $3 &>/$'?>'T/ A=A&> $3 1"$&>A1 8A&/ @&A'? A<@A//A?$&
Chart Title 4% 12% AIS HARYA RAI SONAM APOOR ATRINA AIF 52%
UNAARE
32%
'3>&>'>; t is observed that 52G o respondents are aware o the ambassador Aiswarya &ai, :2G are aware o /onam apoor as an ambassador and only 92 G -nows about atrina ai, The new ambassador o 1"$real 8ariis.
28
TABLE NO."% TA@1> /)$='C 8&$8$T$'AT> $3 &>/8$'?>'T/ A=A&> $3 <>'"/ 8&$?%T
PARTICULARS
RESPONDENTS
9E :2 *&
YES NO TOTAL
PERCENTAGE
:FG F*G "&&
CHART NO."% )A&T /)$='C 8&$8$T$'AT> $3 &>/8$'?>'T/ A=A&> $3 <>'"/ 8&$?%T
Chart Title
36 %
YES NO
64 %
'3>&>'>; t is inerred that only :F G o respondents are aware o men"s product.
29
TABLE NO."* TA@1> /)$='C T)> /AT/3AT$&# 1>D>1 $3 &>/8$'?>'T/
PARTICULARS
RESPONDENTS
PERCENTAGE
)C)1# /AT/3>? /AT/3>? '>%T&A1
* 2I 9*
EG 5EG 2EG
?//AT/3>? )C)1# ?//AT/3>? TOTAL
2 9 50
*G 2G 900
CHART NO."* )A&T /)$='C T)> /AT/3AT$&# 1>D>1 $3 &>/8$'?>'T/
HIGHLY DISSATISFIED
DISSATISFIED
2%
4%
NEUTRAL
28%
SATISFIED
HIGHLY SATISFIED
0%
58%
8%
10%
20%
30%
40%
50%
60%
70%
'3>&>'>;t is observed that the satisactory level o 5EG maority respondents is satisied.
30
TABLE NO. "# TA@1> /)$='C T)> 8&> $<8A&/$' $3 1"$&>A1 8A&/ =T) $T)>& 8&$?%T/
PARTICULARS
RESPONDENTS
PERCENTAGE
D>&# )C)
5
90G
)C)
:*
FEG
/A<>
I
9EG
1$= D>&# 1$=
2 0
*G 0G
TOTAL
50
900
CHART NO."# )A&T /)$='C T)> 8&> $<8A&/$' $3 1"$&>A1 8A&/ =T) $T)>& 8&$?%T/ 80% 70% 60% 50% 40% 68% 30% 20% 10%
18% 10% 4%
0% VERY HIGH
HIGH
SAME
LO
0% VERY LO
'3>&>'>; The chart denotes FEG o the respondents eel the price o 1"$real 8aris in high
31
TABLE NO. "'
TA@1> /)$='C @%?C>T 3$& $/<>T $3 &>/8$'?>'T/ 8>& <$'T)
PARTICULARS
RESPONDENTS
PERCENTAGE
9
2G
2H
5*G
9*
2EG
E
9FG
50
900
A@$D> &s.50 &s.9506&s.:00 &s.:006&s.500 A@$D> &s.500 TOTAL CHART NO."' )A&T /)$='C @%?C>T 3$& $/<>T $3 &>/8$'?>'T/ 8>& <$'T) 54%
60%
50%
40% 28% 30%
Percentage of respondents
16% 20%
10%
2%
0%
0 0 0 5 0 5 0 5 0 3 0 # R R # R # R # E $ $ E V 5 0 V O 0 0 1 O 3 A # A R R #
32
'3>&>'>; t is ound that only 9FG o respondent"s budget is above 500.
TABLE NO. " TA@1> /)$='C ATT&@%T>/ =)) $<>/ ' T)> <'? $3 &>/8$'?>'T/ =)>' T)># )>A& $3 1"$&>A1 8A&/. PARTICULAR J%A1T# @&A'? $/T />&D> 3&AC&A'> TOTAL
RESPONDENTS 22 2: 2 2 9 50
PERCENTAGE **G *FG *G *G 2G 900
CHART NO. " /)$='C ATT&@%T>/ =)) $<>/ ' T)> <'? $3 &>/8$'?>'T/ =)>' T)># )>A& $3 1"$&>A1 8A&/. 50% 45% 40% 35% 30% 25%
Percentage of respondents
20%
44%
46%
15% 10% 5% 0%
4%
D T I Y N L A A R U +
4%
2%
T S 6 E 6 E I O N V 6 R R A E S G A F R
Attributes
'3>&>'>6 t is inerred *FG people thin- o brand and **G thin- o Juality when they tal- about 1"$real 8aris.
33
TABLE NO. "
TA@1> /)$='C 3 1"$&>A1 8A&/ / 1>A?>& ' '?%/T&# $& '$T.
PARTICULAR #>/ '$ T$TA1
RESPONDENTS 2E 22 50
PERCENTAGE 5FG **G 900
CHART NO. " )A&T /)$='C 3 1"$&>A1 8A&/ / 1>A?>& ' '?%/T&# $& '$T.
Chart Title
YES NO
44 % 56 %
'3>&>'>6 t is ound that 5FG people thin-s that 1"$real 8aris is leader o industry. And **G thin-s ollowing is leader; $rilame
Carniers
8onds
Avon
/unsil-
1a-me
8antene
TABLE NO. $& 34
TA@1> /)$='C 3 %/T$<>&/ =11 /=T) $D>& ' A/> $3 &/> ' 8&> $3 1"$&>A1 8A&/
PARTICULAR #>/ '$ T$TA1
RESPONDENTS 25 25 50
PERCENTAGE 50G 50G 900
CHART NO. $& )A&T /)$='C 3 %/T$<>&/ =11 /=T) $D>& ' A/> $3 &/> ' 8&> $3 1"$&>A1 8A&/
50 %
50 %
YES NO
'3>&>'>; t is ound that 50G o people will switch to other brand i prices o 1"$real 8aris rises and 50G will not switch.
35
TABLE NO. $" TA@1> /)$='C %/T$<>&/ '31%>''C $T)>& 8>$81> T$ @%# 1"$&>A1 8A&/
PARTICULAR #>/ '$ T$TA1
RESPONDENTS *0 90 50
PERCENTAGE E0G 20G 900
CHART NO.$" )A&T /)$='C %/T$<>&/ '31%>''C $T)>& 8>$81> T$ @%# 1"$&>A1 8A&/
Chart Title
20 %
YES NO
80 %
'3>&>'>; t is ound that E0G o respondents would li-e to recommend 1"$real 8aris to their riends and relatives.
36
FINDINGS t is inerred rom these charts and tables that;
E2G people who responded or the 4uestionnaire are students. E*G o respondents who answered the 4uestionnaire are emale. HFG o respondent"s income level alls 'il because the research was perormed amongst students. IFG o respondents are aware o 1"$real 8aris. ustomers preer purchasing 1"$real 8aris or its 4uality. $nly 92G o respondents strongly agree 1"$real 8aris is their 9 st preerence. 1"$real 8aris inluenced HEG o its customers through advertisements. 5FG o customers li-e )air care products o 1"$real 8aris. I0G o respondents eel 1"$real 8aris is costly. H2G o respondents eel the advertisement is good. 50G o the respondents purchase 1"$real 8aris only sometimes. The maority o respondents say 1"$real 8aris is available in all outlets. 52G o respondents are aware o the ambassador Aiswarya &ai, :2G are aware o /onam apoor as an ambassador and only 92 G -nows about atrina ai, The new
ambassador o 1"$real 8ariis. $nly :F G o respondents are aware o men"s product. The satisactory level o 5EG maority respondents is satisied. FEG o the respondents eel the price o 1"$real 8aris in high 9FG o respondent"s budget is above 500. *FG people thin- o brand and **G thin- o Juality when they tal- about 1"$real
8aris. IEG &espondents have view that 1"$real 8aris is status oriented. 5FG people thin-s that 1"$real 8aris is leader o industry. And **G thin-s ollowing
is leader; $rilame, Carniers, 8onds, Avon,
not switch. E0G o respondents would li-e to recommend 1"$real 8aris to their riends and
relatives.
CONCLUSION AND RECOMMENDATION CONCLUSION The various tests conducted on the data obtained rom the implementation o the 4uestionnaire allowed me to understand the various drivers or purchasing personal care
37
products. could identiy that a high level o brand awareness is an important driver with regard to inluencing purchasing behaviour. A ew analyses with regards to the desirability or the brand indicated that there was a dierence in the levels o desire according to ethnicity. t was shown that the ethnic group which had the most desire or the brand also displayed the most positive behaviour with regard to purchases (behaviour+. 3urther tests were perormed which gave a clear indication that it is possible to see the eect that a avourable perception attitude o the corporate product 1"$ral brand has on inluencing behavioural intention and ultimately the end behaviour (purchases+. n terms o identiying whether or not the current value proposition o 1"$ral is suited to the target audience, the overall impression o the author is that it would be a strategically important move i 1"$ral were to try to develop a stronger emotional bond with their target audience, a well as to ind ways in which to !sell" to the consumer uni4ue sel6expressive beneits which can be gained when using 1"$ral branded products. The survey also revealed the wea-er presence o 1"$ral amongst the blac- ethnic group. The author believes that this wea-ly tapped mar-et could be a valuable additional income stream or 1"$ral i they were to develop actions to enhance the brand imagery that this group associates with the 1"$ral brand positively. These actions should lead to long6term strategic and mar-et6related beneits (e.g. mar-et share+ or 1"$ral within the target audience o this study.
38
'.$ RECOMMENDATIONS 1"$ral 8aris concentrate on mar-eting and communication eorts and adust its advertising accordingly, in order to relect a more accepted brand imagery or the ethnic group with respect to the 1"$ral brand, through meeting the desires, social and sel6expressive needs o the this group more accurately. @y identiying what it is that this segment values the most in personal care products, the brand can adust its value proposition accordingly in order to increase its mar-et share. @y providing a superior value proposition, and meeting the problems, desires and needs o the consumer more appropriately, the brand can head towards enhancing and improving the customer satisaction and loyalty metrics. The survey did give an indication that the respondents valued unctional and emotional beneits the most when using 1"$ral products, but it is important or the organization to -eep in mind that in this industry, unctional beneits are very easily imitated. The organization has a more endurable, and sustainable competitive advantage when they consider their brand rom a product perspective, an organization perspective, a person perspective, as well as rom a symbolic perspective. =hen the brand only ixates on the product at hand, they are very susceptible to imitation. $nly by viewing the brand rom the other three perspectives is the brand able to derive a more durable and sustainable value proposition. suggest that 1"$ral ocus on developing brand strategies concerned with being able eectively to improve the satisaction o emotional needs on the part o the population in 4uestion. /olid and enduring brand relationships are important developments in this regard, and a manner in which this can be achieved is by encouraging loyalty (considered a brand asset+ towards the brand by using tools such as incentive programmes or the consumer. Through creating a loyal consumer base there is more o a guarantee o uture sales and proits, which in turn contributes to positive brand e4uity ,ncentives, or re4uent6 purchasing programmes, are ust some o the ways in which 1"$ral can improve the preerence or and loyalty towards the brand, which in turn would discourage brand switching.
39
BIBLIOGRAPHY BOO!S
Aa-er, ?. A., 9II9. 4uity; apitalizing on the Dalue o a @rand 'ame. 8hilip otlar.,
WEBSITES
http;www.orbes.comtechnologyenterprisetech200*0I20cxld0I20itloyalty.html .http;www.studymode.comessays3actors6Aecting6The61ocation6$6&etail6
5HE9*E.html http;en.wi-ipedia.orgwi-i17$rG:GAIal
QUESTIONNAIRE 40
SURVEY ON BRAND AWARENESS OF L’OREAL PARIS
DEMOGRAPHIC INFORMATION • • •
'ame; Age; Cender;
•
$ccupation; Covernment employee
•
3emale
8rivate employee
/el employee
/tudent
$thers
ncome level; &s.900006 20000
&s.290006 :0000
&s.:0000 Above
L’OREAL PARIS SURVEY 9. Are you aware o 1"$real 8aris; #es 'o
2. =hat ma-es you to buy 1"$real 8aris; 8rice Juality 8ac-aging 3ragrance :. 1"$real 8aris would be my 9st preerence /trongly Agree 'eutral ?isagree agree
*. )ow do you -now about 1"$real 8arisB Advertisemen 3riend nterne =ord o mouth
@rand image
/trongly disagree
t
s
t
inluence
e
5. =hich product o 1"$real 8aris do you thin- is bestB /-in are xcellent Cood 3air @ad
=orst
E. )ow re4uently you purchase 1"$real 8aris productsB Dery oten &egular /ometimes $ccasionall 'ever buy y I. s 1"$real 8aris available in all outletsB #es 'o 90. =ho is the ndian brand ambassador o 1"$real 8arisB _____________________________________________ 99. Are you aware o various men"s productsB #es 'o 92. =hat is your satisactory level towards 1"$real 8arisB )ighly /atisied 'eutral ?issatisied satisied 9:. )ow is 1"$real 8aris price compared to other productsB Dery high )igh /ame 1ow
)ighly ?issatisied
Dery low
9*. =hat is your budget or cosmetics per monthB 42
