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The Consequent Consumer Behaviour in Cosmetic Industry - A Study of Lakme's Competitive Position and Advertisement Effectiveness & awareness of Lakme Beauty Salon in Baroda City
Cosmetic Industry in India plays a significant role in economic development and growth of the country. The Cosmetic and personal care industry has been growing at an average rate of 15-20 percent for the last few years. HLL's brands spread across 20 distinct consumer categories touch the lives of two out of three Indians. The objectives of the study were to identify effect of Cosmetic advertisements on pattern of customer, Lakme's brand image, impact of print media advertisement and broad casting media advertisement on purchasing pattern of customer, awareness of Lakme Beauty Salon in Baroda city. The primary data was collected by interview method by using a structured questionnaire with 200 female respondents in Baroda city.Findings suggested that there are more users of Lakme products especially in Lipsticks, Nail polish and Hair conditioner in compare with Revlon and L'Oreal. Brand image and Advertisements are key factors behind the purchasing of Lakme products. Very few people were aware about the inauguration of the 'Lakme Beauty Salon at Baroda city. Company should give more focus on Lakme Beauty Salon awareness, as there is difference between products and service sector. Lakme has already built the brand so it would be beneficial to take advantage of Lakme product brand to extend Lakme as a service brand for Lakme Beauty Salon.
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