A Project Report

On

A STUDY OF CONSUMER BUYING BEHAVIOUR WHILE

PURCHASING MEN’S FACE WASH

At

KANTAR

Submitted to

Global Business School and Research Centre

DR. D. Y. Patil Vidyapeeth

In Partial fulfillment of the degree in Master of Business Administration

Submitted by:

TEJAS NAGPURE
Roll No - FIN 60
(FINANCE & MARKETING)

Under guidance of
Prof. ABHIJIT VHATKAR

Batch 2022-2024

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2
3
 Certificate

I certify that the work incorporated in the Research Report titled, “A STUDY ON
CONSUMER BUYING BEHAVIOUR WHILE PURCHASING Face WASH”
submitted by TEJAS NAGPURE is his original work which was carried out by the
candidate under my supervision and guidance.
I also attest that the aforementioned work was authorized by me and that it is the result
of the candidate's independent research and effort. This content was collected from
other sources and is properly mentioned in the thesis.

Date- Research Guide

Place- Pune (Prof. Abhijit Vhatkar)

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 Declaration

I hereby affirm that all the information, data, and findings presented in this project
report are the outcome of my independent research and investigations. This includes a
thorough analysis of the entire project work, and I confirm that it has not been
previously submitted for examination by this University or any other educational
institution. In cases where I have incorporated materials from external sources into this
project, I have duly acknowledged and properly referenced them. I am fully aware of
the potential consequences of plagiarism, and I accept responsibility for any such act if
detected at a later date. I make this declaration with complete awareness and confidence
in its accuracy.

Date: Signature
Place- Pune Tejas Nagpure

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 Acknowledgement

The sense of fulfillment and elation that accompanies the successful completion of this
project would be incomplete without acknowledging the individuals who have
contributed to its realization. I would like to take this moment to extend my heartfelt
gratitude and appreciation to the following individuals who played pivotal roles in this
endeavor: I am sincerely thankful to my corporate mentor, Mrs. Rutuja Bunge, for her
invaluable guidance and support throughout this project. I express my gratitude to my
faculty guide, Prof.ABHIJIT VHATKAR, for his unwavering assistance and
mentorship. Prof. Indrajeet Kole, the Coordinator of MBA, deserves my thanks for his
consistent encouragement. I am deeply appreciative of Dr. Chetan Chaudhari Sir, our
dynamic Director, for granting me the opportunity to collaborate with the company. I
am indebted to the gracious customers who generously dedicated their time to respond
to my questionnaire, contributing to the success of this project. My sincere thanks
extend to the entire staff of the company for their cooperation and assistance during the
course of this project. I look forward to building upon the knowledge and experience
gained during this project and aspire to make a meaningful contribution to this industry
in the future.

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Plagiarism Report

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 Executive Summary

The project has been carried out by the KANTAR. The project title A Study Of
consumer behaviour while purchasing men face Wash among the people of Pune urban
area. The duration of the project was of two months 20 June 2023 to 20 August 2023.

Primary data is obtained by the KANTAR to provide insights regarding the current
market conditions regarding their particular product and suggests improvement in the
product according to the consumer’s needs. The demand for primary data is very high
in current era as by the firms in the market to understand the variable for better sales of
the product. The KANTAR provides them with the same.

1. The following research is been conducted regarding the consumer behavior while
purchasing the face wash in Pune.

2. The study is about the men face wash and would target the male respondents for the
research.

3. The study has been conducted in the urban area of the city.

4. It involves the sample of 80 respondents.

5. The data collected is primary data and has collected on my own.

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 Table of Content

Sr. No Particular Page No

1 Cover Page 1
2 Company Certificate 2
3 College Certificate 3
4 Declaration 5
5 Acknowledgement 6
6 Plagiarism Report 7
7 Executive Summary 8
8 Table of Content 9
9 Chapter I: Introduction 10
10 Chapter II: Company Profile 15
11 Chapter III: Review of Literature 20
12 Chapter IV: Research Methodology 21
13 Chapter V: Data analysis & interpretation 25
14 Chapter VI: Findings 40
15 Chapter VII: Conclusion 43
16 Chapter VIII: Suggestions 44
17 Chapter IX: References 45
18 Chapter X: Annexures 46

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 Chapter-I

Introduction to the Study

In the era of globalization, advancements in technology, science, society, economy, and

education have elevated people's quality of life and lifestyle. These improvements have led
to an increased focus on hygiene and beauty in the skincare industry, particularly in recent
years. Given the high value of this market, it has attracted numerous companies, both
domestic and international, seeking to capitalize on its potential. Fierce competition
prevails, with many companies continuing to invest in response to the strong demand.

Today, many men aspire to appear handsome, healthy, and attractive, influenced by the
prevailing global stereotypes and ideals represented by models in various aspects of life,
from television and advertisements to fashion shows and workplaces. As a result, the desire
to emulate these models has become a lucrative opportunity for the skincare market.
Skincare products are seen as a means for customers to care for their hygiene, beauty, and
overall well-being.

While the women's beauty industry has experienced steady growth over the years, the men's
market has recently seen significant expansion, driven by increased awareness of body
aesthetics, youthfulness, health, and fitness. This shift has transcended the traditional
notion of skincare as solely about sanitation.

For the purpose of this research, it is crucial to understand the factors influencing men's
decision-making when purchasing skincare products, with a specific focus on facial
cleansers. Like other elements of marketing mix considerations, these factors play a
substantial role in men's purchasing choices. Notably, disparities exist between the men's
and women's skincare markets, necessitating a thorough examination of marketing
strategies tailored to this evolving target audience. These adjustments should encompass
all aspects of the marketing mix: product, promotion, distribution, and pricing.

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Grooming products aren't limited to women; there's a vast array of products designed
specifically for men, including items for shaving, cleansing, moisturizing, and addressing
various skin concerns. Research conducted by Global Industry Analysts forecasts that the
global male grooming products industry is poised to generate over $33 billion in revenue
by 2015. Several factors driving growth in this sector include continuous product
innovation, an expanding middle-class consumer base, and evolving consumer trends that
indicate a growing male interest in appearance and grooming. This increased male interest
in enhancing their physical attractiveness is notably influenced by high-profile male role
models, such as celebrities, athletes, and film stars. The growth of the male grooming
products market is also contributing to the expansion of the broader global cosmetics
market.

Traditionally, men's grooming products were largely limited to deodorants and shaving
items, including gels, foams, and razors. However, companies are now introducing a wider
range of products in categories such as hair care and skin care, with a particular emphasis
on men's bath and shower products.

In India, the men's grooming market is experiencing a significant boom, with an impressive
annual growth rate of 25%. This rapid growth is attributed to the increasing awareness
among men about their personal appearance. Men are now more particular about their looks
and overall hygiene than ever before, creating a substantial untapped market for personal
care companies to meet these demands. Market analysts estimate that a significant portion
of this growth will come from India's three million affluent adult males. The market size
for men's personal care products is estimated at Rs. 1,700 crores. According to a report by
Men & Boys (M&B), India's first exclusive retail chain for men's personal care products,
the monthly per capita consumption of grooming products in this segment is projected to
more than double by 2020. Currently at Rs 850 per month, it is expected to reach Rs 1,774
by 2015 and Rs 3,739 by 2020.

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Consumer behaviour:
Understanding consumer behavior is a pivotal aspect for marketers as it provides insights
into how consumers think, feel, and make choices among various products and brands. It
also sheds light on the ways in which consumers are influenced by their surroundings,
including cultural, social, personal, and psychological factors, such as reference groups,
family, and salespersons.

Factors Shaping Consumer Personality:

Two primary factors that have a bearing on consumer decision-making are risk aversion
and innovativeness. Risk aversion measures the extent to which consumers seek certainty
in their purchases. Consumers with a high level of risk aversion require a high degree of
certainty in their buying decisions, whereas those with lower risk aversion can tolerate
some level of uncertainty.

Product Class Knowledge:

Product class knowledge pertains to consumers' perceptions of their familiarity with a
specific category of products, such as automobiles. This measurement aligns with what
Brucks (1985) termed subjective knowledge, reflecting consumers' self-assessment of their
knowledge levels. This differs from objective knowledge, which pertains to the factual
knowledge consumers possess.

Packaging:
Packaging plays a crucial role in establishing a direct connection with consumers at the
point of purchase, as it can significantly influence their perceptions of a brand. Effective
packaging design can capture consumers' attention and alter their perceptions of a
particular product. While packaging was once viewed merely as a container, today,
extensive research is devoted to achieving the right packaging, starting from the early
stages of product development.

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Purpose of the Study
The primary objective of this thesis is to explore the attitudes of men when it comes to
acquiring facial cleansers. The central focus revolves around understanding the relationship
between their consumption patterns and the unique characteristics of the market. The aim
is to identify the key factors and reasons that significantly influence men's decisions to use
a facial cleanser or make a purchase. These determinants encompass various aspects,
including price, advertising, media coverage, store location, and the influence of external
sources such as spouses, family members, friends, or celebrity endorsements.

Furthermore, the study delves into the factors that impact men's purchasing decisions at the
point of sale, considering aspects like product choices, packaging, promotional efforts, and
more. This research endeavors to provide valuable insights into customer behavior, market
dynamics, and the decision-making processes within the men's facial cleanser market in
India.

Study Objectives:
• To analyze consumer behavior when purchasing facial cleansers.
• To understand the motivations behind using facial cleansers.
• To identify the various preferences and concerns of respondents who use facial cleansers.
• To ascertain the most commonly used facial cleanser among consumers.

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Scope of the Study:
Historically, men's grooming products were primarily limited to deodorants and shaving
items like gels, foams, and razors. However, in the contemporary market, companies are
diversifying their offerings by introducing a broader range of products in categories such
as hair care and skincare. There's also a notable emphasis on men's face wash. In this
evolving landscape, it's crucial for marketing managers to possess a deep understanding of
the purchasing behavior of their target customers. Only by comprehending customer
buying behavior can they formulate effective strategies to attract and engage customers
with their products. The aim of this study is to explore the factors that influence customers'
purchasing decisions when it comes to mens face wash product in Pune.

Limitation of the Study:

1. The study is limited to only urban area of Pune as we were instructed to conduct only
in urban area.
2. The study doesn’t focus on strategies of pricing used in the face wash as it was only
about the several factors in the study.
3. It was difficult to conduct a study among the people of age more than 32years because
so many of them doesn’t use face wash.
4. Women respondents are not included in the study as we were told to take the responses
of only men by the company.
5. Only 80 respondent’s responses are recorded as we have been provided with the target
of 80 respondents within a limited period of time.

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 Chapter- II

Industry Profile
KANTAR
About the company
Kantar IMRB, formerly known as IMRB International, is a firm specializing in market
research, surveys, and business consultancy. The company is headquartered in Mumbai,
India, and boasts a presence in more than 15 countries. IMRB operates as a subsidiary
within the Kantar Group, which is a part of WPP's extensive research, insights, and
consultancy network.

Key Information:
 Founded: 1970
 Founder: Hindustan Thompson Associates
 Headquarters: Mumbai, Maharashtra, India
 Services: Specializes in research, business consulting, and surveys
 Number of Employees: Approximately 1,200

Kantar IMRB was established in 1970, with its foundation influenced by the British Market
Research Bureau's model. IMRB offers comprehensive market research and insights across
South Asia, the Middle East, and North Africa. Their specialized divisions cover
quantitative, qualitative, media, retail, industrial, customer satisfaction, business-to-
business, and social and rural research. Kantar IMRB's syndicated research portfolio
comprises Market Pulse, the National Food Survey, Web Audience Measurement (WAM),
I Tops, and I-Cube reports.

Employing a workforce of over 1,200 professionals, Kantar IMRB ranks among the largest
market research providers in India. The industry is estimated to be valued at a minimum of

15
$187 million. Being the oldest active market research company in India, Kantar IMRB
holds a significant legacy, having established the first and only household panel, the initial
television audience measurement system, and the inaugural radio panel in the country. The
firm has played a pivotal role in the evolution of market research in India and has received
recognition as the 'Best Market Research Company' by the Market Research Society of
India (MRSI) for multiple years.

Kantar IMRB's areas of expertise encompass consumer markets, industrial marketing,

business-to-business marketing, social marketing, and rural marketing.

In 2019, Kantar undertook a restructuring effort that saw the merger of IMRB's operations
with its sister divisions, Millward Brown and TNS, forming a global Kantar Analytics
Practice.

Historical Background –

IMRB was officially established on March 15, 1971, with roots dating back to as early as
1967 when it began its work. The organization's initial focus was to offer market research
services to clients of Hindustan Thompson Associates. Its early clientele included
renowned fast-moving consumer goods companies such as Unilever, ITC, Pond's, and
Horlicks. In its first decade, IMRB rapidly expanded into various business domains. By the
end of the 1970s, it had conducted its first qualitative study and initiated psephology in
India. This included a series of opinion poll surveys for India Today, successfully
predicting the Congress party's victory in the 1980 general election.

Subsequent decades witnessed the establishment of new verticals, specialized units, and
the introduction of various syndicated research products. IMRB played a pivotal role in
standardizing market research practices in India. In 1983, it created the Socio-Economic
Classification system, which is now widely used to define target audiences across India. In
1987, as a founding member of the Market Research Society of India (MRSI), IMRB

16
contributed to industry-wide codes of conduct and survey data collection standards that
remain in use today.

With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB
became part of the WPP group and continued to grow at a remarkable rate, expanding by
over 25% annually throughout the 1990s under the leadership of Ramesh Thadani. This
period also marked the establishment of specialized units focusing on development
research, employee satisfaction, loyalty programs, technology, and media. Additionally,
IMRB acquired numerous new multinational clients. IMRB's insights were instrumental in
the development of various products for major Indian brands like Marico, Bingo Chips,
Godrej, and Dabur. By this time, the organization supported 40 out of the top 50 brands in
India.

In 2002, as part of a rebranding initiative, IMRB changed its name from the Indian Market
Research Bureau to IMRB International. It adopted a new logo and embarked on expanding
its international services. This transformation coincided with its move from Esplanade
Mansion to its current headquarters in Dadar, Mumbai. Geographically, IMRB also played
a role in setting up LMRB in Colombo, Sri Lanka, in 1981 and AMRB in 1999,
headquartered in Dubai with offices throughout the Middle East and North Africa.

In 1996, in collaboration with the Manufacturers' Association for Information Technology

(MAIT), IMRB initiated the ITOPS survey, which monitors the IT hardware market among
households and businesses. Starting from 1998, in partnership with the Internet and Mobile
Association of India (IAMAI), IMRB began producing annual syndicated research reports
known as I-Cube, which provide insights into the online and mobile landscape in India. In
2010, IMRB introduced the Web Audience Measurement (WAM) system, India's first
standardized internet audience measurement system based on a panel.

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Company Structure

IMRB is based in Mumbai, India, and operates under the umbrella of Hindustan Thompson
Associates, which is a subsidiary of Martin Sorrell's WPP Group plc. Within the WPP
organization, IMRB is affiliated with the Kantar Group, a comprehensive network of global
market research firms. Collectively, these entities contribute to an aggregate revenue
exceeding $2 billion, making the Kantar Group the second-largest conglomerate in the
global market research industry.
In India, IMRB International maintains a robust presence with full-service offices located
in Ahmedabad, Mumbai, Delhi, Kolkata, Chennai, and Bangalore. The company is further
bolstered by 15 regional centers dedicated to collecting survey data. Internationally, IMRB
collaborates with its affiliates, AMRB-MENA, serving the Middle East and North Africa
with offices in Algiers, Dubai, Jeddah, Casablanca, and Cairo. It also partners with LMRB,
which has offices in Colombo, and Sirius, headquartered in Dhaka.

At present, IMRB is under the leadership of Preeti Reddy. As the oldest market research
firm in India, it has played a pivotal role in nurturing industry leaders, including notable
figures such as Dorab Sopariwala, Ranjit Chib, and Meena Kaushik, who subsequently
established their own enterprises.

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Vision and Mission of the Company -

Kantar's Mission:

Kantar stands as the preeminent data, insights, and consultancy organization worldwide.
We are dedicated to assisting clients in comprehending people and cultivating growth.

Kantar's Vision:

At Kantar, our vision is to serve as a brand that ignites success. We aim to drive success
in your business by centralizing consumer and shopper insights in your decision-making
processes. Simultaneously, we aspire to foster success among our people, striving to
become an extraordinary environment for talent development. Collaborating
harmoniously with you and our global experts is an integral part of this vision.

Our four fundamental brand values underpin all our endeavors:

1. Inquisitiveness: We possess a natural inquisitiveness about people and their actions.

We invest the time to genuinely understand them, relying on factual information rather
than speculation.

2. Precision: We serve as the eyes and ears of consumers and shoppers, grounding our
insights in precision and truth. This means that when we offer you fresh insights, you can
have confidence in their alignment with reality.

3. Boldness: We have the boldness to express our opinions and influence your success.
We are resolute in our commitment to being proactive, thereby contributing to your
success and the daily experiences of your customers.

4. Imagination: Our knowledge and insights empower you to perceive the world from a
unique perspective and contemplate courageous actions that can stimulate greater success
for your business.

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 Chapter – III

Review of Literature

Kotler (2008) defines consumer behavior as the examination of people's purchasing habits,
encompassing what they buy, when they make purchases, and the reasons driving their
purchases. This field, a subset of marketing, incorporates aspects from various disciplines
like psychology, sociology, socio-psychology, anthropology, and economics. It seeks to
comprehend the decision-making process of buyers, both on an individual level and within
group dynamics. Consumer behavior delves into the traits of individual consumers,
including demographics, psychographics, and behavioral variables, to gain insights into
people's needs.

Baker (2002) highlights that consumers frequently navigate through choices among various
products, often selecting new brands without prior knowledge of the products. When new
companies enter the market, it can be challenging for consumers to grasp the features of
these new offerings, leading to confusion in accessing information.

Baker (2004) emphasizes the importance of product quality and reliability as factors
influencing consumer responses. A fundamental understanding of products, including their
features, reliability, and benefits, is crucial. Consumers serve as the end users of products,
making their choices in the market. For organizations to conduct successful sales
operations, efficient distribution channels and networks are indispensable. Additionally,
Baker underscores the significant roles played by advertising, distribution channels, and
networks in the consumer goods industry.

Lachance et al. (2003) note that consumers' distinctive shopping patterns are shaped and
influenced by socialization agents, which encompass family, peers, and the media. These

20
socialization agents often have a significant impact on whether adolescents decide to
purchase particular products or brands.

Miller et al. (2003) assert that celebrity endorsements have no sway over consumers'
purchasing behavior. In contrast, Boyd and Shank (2004) argue that consumers,
particularly teenagers, are inclined to opt for products or brands endorsed by celebrities.
Furthermore, peers are likely to exert both normative and informative influences.

Lachance et al. (2003) have identified that peers can wield influence over teenagers'
choices of brands and products. Additionally, an individual is prone to conform to a group
if they share beliefs and norms with that group (Arnould et al., 2004).

Asseal (2004) and Solomon et al. (2004) suggest that lower self-esteem levels correspond
to a higher impact on product purchases that could enhance self-esteem.

Arnould (2004) emphasizes the significance of our relationships with others in shaping our
self-concept. The "looking-glass self" theory implies that reference groups allow us to
assess and evaluate our own attitudes and behavior.

Mowen and Minor (1998) define a reference group as a source used by an individual to
gauge the correctness of their own actions, beliefs, and attitudes.

Hawkins et al. (2004) point out that young individuals are frequently part of informal
primary groups, typically composed of school or leisure friends. These groups,
characterized by frequent interpersonal interactions, significantly influence the
development of product beliefs, tastes, and preferences, making them essential to
marketers. Additionally, some individuals may aspire to belong to certain groups that align
with their values and beliefs, although the likelihood of membership is low.

Asseal (2004) highlights the common practice of using celebrities in advertisements as

symbolic aspiration groups.

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Mowen and Minor (1998) argue that aspiration groups, in particular, are crucial reference
groups for marketers in their marketing communications.

Guthrie and Jung (2008) conducted a study on women's perceptions of brand personality
concerning their facial image and cosmetic usage. Their findings indicated that the brand
personality trait of competence held the utmost significance across all brands, while
consumer perceptions varied regarding brand personality traits.

Chandon, Hutchin, Bradlow, and Young (2009) examined the interplay between in-store
and out-of-store factors in influencing consumer attention and brand evaluation on
supermarket shelves.

Thomson, MacInnis, and Park (2005) explored brand attachment, which signifies the
strength of the emotional bond between consumers and brands. This attachment is critical
because it impacts behaviors that contribute to brand profitability and customer lifetime
value.

Hill (2011) provided insights into the pivotal role of packaging in brand presentation. Hill
maintains that packaging is typically the initial point of interaction for consumers in their
brand experience.

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 CHAPTER – IV

Research Methodology

As the world’s largest qualitative agency, we provide unparalleled access to insights

about people’s lives, relationships, and cultural contexts. Apply the latest knowledge
about psychology, behavior and emotions to inspire your marketing strategy. We use
new technologies, such as chatbots, AI, virtual workshops, immersive video and more
to get a deep understanding of consumer behavior and decision making.

1. Research Design
i. Nature of research: Primary Research

ii. Type of research: Quantitative Research

2. Sources of data
i. Sources of Primary data
Primary Data are collected from respondents of salaried classes or students by using
questionnaire.
ii. Sources of Secondary data
Secondary Data collected from student, working professionals, employees etc.

3. Methods used for Data collection: Survey.

4. Instruments used for data collection: Questionnaire.

5. Sample design:
i. Sampling method: Random Sampling
ii. Sampling Unit: Individuals
iii. Sample size: 80
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6. Tools used for data analysis: Pie Chart, Bar Chart, Table.

Key features

Specialist knowledge

Experts in brand strategy, creative development, innovation, commerce, customer

experience and more.

Cross-cultural insight

Consumer insight from an intimate understanding of 80+ markets, to help you build
culturally relevant brands.

Innovative methodologies

We combine best practice qualitative approaches with powerful digital technology to

get a unique understanding of behavior.

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 CHAPTER – V

Data analysis & interpretation

Relevant activity charts, tables, graphs, diagrams
Q.1) What is your age?
Age group No. of Respondents Percentage
23-28 Years 54 67.5
29-32 Years 25 31.3
33-45 Years 1 1.2

Figure-1
Interpretation: Most of the respondents in the study are between the age of 23-28 Age
group. They are mostly either a student or a working professional (67.5%). Men between
the age of 33-45 has the lowest percentage of face wash use (1.2%) that means middle aged
people use face wash very rarely.

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Q.2) Occupation

Occupation No. of respondents Percentage

Bank 35 43.8%

Engineering company 30 37.5

Entrepreneur 6 7.5%

Student 3 3.7%

Government service 1 1.2%

Professor 1 1.2%

Government organization 1 1.2%

Figure-2

Interpretation: From the above table and the pie chart shows that majority of
respondents are Working in banks and engineering companies i.e., 43.8% & 37.5%
respectively. Entrepreneur also participated in the survey face wash which is not in a
large number (7.5%). Some of the students, government personnel and even professor
also participated in the survey.

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Q 3) Gender

Gender No. of Respondents Percentage

Male 80 100%
Figure-3
Interpretation- As the research was about the men’s face wash the all the respondents
involved in the study are men’s as the study was regarding the men face wash. The data
sample is just collected from men.

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Q.4) Can you please tell me Qualification of chief wage earner in household?

Qualification No. of Respondents Percentage

Illiterate 0 0%
Up to 4th class 0 0%
5th-9th class 0 0%
10th/12th (SSC/HSC) 3 3.8%
College but not graduate 17 21.3%
Graduate/Post-Graduate- 17 21.3%
General
Graduate/Post-Graduate- 43 53.8%
Professional

Figure-4

Interpretation– Chief wage earner in most of the respondent’s household are majorly
Graduate/post graduate in General i.e., 53.8%. 21.3% of the respondents in study are
graduated or post graduated in professional degree just like that 21.3% of the respondents
have done some college but are not graduated. Some of the respondents have studied till
10th/12th (SSC/HSC).

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Q 5) How often do you use face wash?
Times No. Of respondents Percentage
Once a day 29 36.3%
Twice a day 44 55%
3-4 times a week 5 6.3%
Less than 2 times a week 2 2.5%

Figure-5
Interpretation– As per the above pie chart majority of respondents in the study use face
wash twice a day i.e., 55% followed by once a day i.e., 36.3% these are the daily users of
the face wash. Some of the respondents also uses face wash 3-4 times a week i.e., 6.3%.
Also, there are 2.4% of the respondents who uses face wash less than two times a week.

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Q 6) When it comes to face wash could you please tell me which the statement applies
to you?

Statement No. Of respondents Percentage

I am the sole decision 66 82.5%
maker when it comes to
choosing face wash.
While I consult friends and 14 17.5
family, I make the final
purchase decision

Figure-6
Interpretation: As per the above figure most of the respondents are sole decision makers
regarding the purchase of face wash i.e., 82.5% while 17.5% respondents consult their
friend or family members while making a purchase. Sole decision maker purchases the face
wash of their own choice while others are dependent on advice suggestions or other family
members to purchase their face wash.

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Q 7) Do you believe in goodness of natural ingredients in face wash?

Figure-7

Interpretation- All the respondents involved in the study are agreed to believe in goodness
of natural ingredients in face wash. Natural face wash contains natural ingredients and
every one of the respondents believe in its goodness. Natural face wash doesn’t do any side
effects on the skin of the person.

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Q 8) Which of the following face wash are you aware of?

Face wash No. of Respondents Percentage

Fair and Handsome 44 55%
Nivea Men acne 44 55%
Garnier men acno fight 61 76.3%
Pond’s men 24 30%
Beardo Turmeric 28 35%
Himalaya men pimple 32 40%
clear
Himalaya Neem 40 50%
Mama Earth 25 31.3%
Biotique Neem 7 8.8%
Everyuth Tulsi 11 13.8

Figure-8

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Interpretation- In the above graph the respondents have selected the multiple options. As
per the study Majority of respondents are aware of the Garnier men’s acno fight face wash
i.e., 76.3% followed by Fair and Handsome and Nivea men’s face wash i.e., 55%.
Himalaya Neem face wash is known to 50% of the respondents as well as Himalaya Men
pimple clear face wash is known to 40% of the respondents. Very less respondents are
aware of the other face wash like Mama Earth, Biotique Neem face wash, Everyuth Tulsi
Face wash as well as Beardo Turmeric Men face wash.

33
Q 9) which brands of face wash have you ever used?

Face wash No. of Respondents Percentage

Fair and Handsome 26 32.5%
Nivea Men acne 27 33.8%
Garnier men acno fight 55 68.8%
Pond’s men 9 11.3%
Beardo Turmeric 14 17.5%
Himalaya men pimple 14 17.5%
clear
Himalaya Neem 27 33.8%
Mama Earth 9 11.3%
Biotique Neem 2 2.5%
Everyuth Tulsi 1 1.3%

Figure 9

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Interpretations: In above graph respondents have chosen multiple options. As per the
figure, Majority of respondents in the study have used Garnier men acno fight face wash
the most i.e., 68.8%. Followed by Himalaya Neem Face wash 33.8% as well as 33.8%
people have used Nivea men acne face wash, Fair and Handsome men face wash was used
by 32.5% of the respondents where as very less respondents have used Pond’s men face
wash, Everyuth Tulsi Face wash, Biotique Neem face wash, Mama Earth face wash.

35
Q 10). Which of the brand of face wash you used the most?

Face wash No. of Respondents Percentage

Fair and Handsome 8 10%
Nivea Men acne 11 13.8%
Garnier men acno fight 37 46.3%
Pond’s men 1 1.2%
Beardo Turmeric 2 2.5%
Himalaya men pimple 1 1.2%
clear
Himalaya Neem 17 21.3%
Mama Earth 1 1.2%
Biotique Neem 2 2.5%
Everyuth Tulsi 0 0%

Figure 10

36
Interpretation-
As per the above figure 10, majority of respondents uses Garnier men acno fight face wash
the most i.e., 46.3% followed by Himalaya Neem face wash i.e., 21.3%. 13.8% of the
respondents uses Nivea men face wash the most where as 10% of the respondents uses Fair
and Handsome face wash the most. On the other hand, there less than 10% respondents
have chosen the Himalaya men pimple clear face wash, Mama Earth face wash, Beardo
Turmeric Men face wash, Biotique Neem face wash, pond’s men face wash.

37
Q 11) Which of the skin condition describes your skin type?
Skin Type No. Of respondents Percentage

Dry 18 22.5%

Normal 32 40%

Oily 22 27.5%

Combination 8 10%

Figure-11

Interpretation-As per the above figure 40% people have normal skin while 27.5% of the
respondents have oily skin followed by dry skin i.e., 22.5%. Where as 10% of the
respondents have combination skin type. Different face wash is effective on different type
of skin so it is necessary to take it into consideration.

38
Q 12) Which of the Skin problem you have?
Skin Problem No. Of respondents Percentage
Pigmentation/ Sun 36 45%
pollution damage
Acne /Pimple 50 50%
Dark Spots or Pimple 28 35%
marks
Dullness 21 26.3%
None 3 3.8%

Figure-12

Interpretation-
In above graph the respondents have chosen multiple options. As per the above figures
majority of respondents have Acne and pimple problem on their skin i.e., 62.5%. Followed
by pigmentations Sun / pollution damage i.e., 45%. 35% of the respondents have dark spots
or Pimple marks where as 26.3% of the respondents are concerned with dullness on the
skin.

39
 Chapter – VI

Findings

 The majority of the survey participants fall within the 23-28 age bracket. A significant
portion of them, approximately 67.5%, are either students or employed professionals.
It's noteworthy that there is a minimal 1.2% usage of face wash among men aged 33-
45, suggesting that individuals in the middle age group are less frequent users of face
wash.
 The largest portion of respondents are employed in the banking sector, comprising
43.8% of the total participants, followed by those working in engineering companies
at 37.5%. Entrepreneurs, although not as numerous, still accounted for 7.5% of the
survey participants. Additionally, a diverse group of respondents, including students,
government personnel, and even professors, contributed to the survey.
 The primary breadwinners in the households of the majority of respondents have
attained a General Graduate or Postgraduate education, accounting for 53.8% of the
sample. Another 21.3% of the respondents hold professional degrees at the graduate
or postgraduate level, similar to another 21.3% who have completed some college
education but have not graduated. Additionally, some respondents have completed
their education up to the 10th or 12th grade (SSC/HSC).
 The study reveals that the largest group of respondents, accounting for 55%, use face
wash twice daily, demonstrating a daily skincare routine. Additionally, 36.3% of
respondents employ face wash once a day as part of their daily skincare regimen. A
smaller percentage, 6.3%, opt to use face wash 3-4 times a week, while a minimal
2.4% of respondents utilize face wash less than twice a week
 The study indicates that a significant majority of respondents, totaling 82.5%, act as
the primary decision-makers when it comes to purchasing face wash. They make
choices based on their personal preferences. In contrast, 17.5% of respondents rely on
40
 the input of friends or family members for guidance when making a purchase. These
individuals depend on advice, suggestions, or the opinions of their family members in
selecting their face wash.
 Every single participant in the study unanimously acknowledges and has faith in the
benefits of natural ingredients in face wash products. Natural face wash, enriched with
these ingredients, is held in high regard by all respondents. It is widely believed that
natural face wash does not cause any adverse effects on the skin of individuals.
 The findings from the study reveal that a significant majority of respondents, totaling
76.3%, are well-informed about Garnier Men's Acno Fight face wash. Following
closely, 55% of respondents are familiar with Fair and Handsome and Nivea Men's
face wash. Additionally, 50% of the participants are aware of Himalaya Neem face
wash, while Himalaya Men Pimple Clear face wash is recognized by 40% of the
respondents. Conversely, there is notably lower awareness among the respondents
regarding other face wash brands, such as Mama Earth, Biotique Neem face wash,
Everyuth Tulsi Face wash, and Beardo Turmeric Men face wash.
 The study indicates that the majority of respondents have primarily used Garnier Men
Acno Fight face wash, accounting for a significant 68.8%. Following closely, 33.8%
of respondents have opted for Himalaya Neem Face wash and an equivalent 33.8%
have chosen Nivea Men Acne face wash. Fair and Handsome Men face wash has been
the preferred choice for 32.5% of the participants. Conversely, there is notably lower
usage among respondents for Pond's Men face wash, Everyuth Tulsi Face wash,
Biotique Neem face wash, and Mama Earth face wash.
 A significant majority of respondents, approximately 46.3%, primarily use Garnier
Men Acno Fight face wash. Following this, Himalaya Neem face wash is the preferred
choice for 21.3% of respondents. Nivea Men face wash is used most frequently by
13.8% of the participants, and Fair and Handsome face wash is the top pick for 10%
of respondents. In contrast, fewer than 10% of respondents have opted for Himalaya
Men Pimple Clear face wash, Mama Earth face wash, Beardo Turmeric Men face
wash, Biotique Neem face wash, and Pond's Men face wash as their primary choice.
 Among the respondents, 40% have classified their skin type as normal, while 27.5%
have identified their skin as oily, and 22.5% have categorized it as dry. Additionally,
41
 10% of the participants report having a combination skin type. It's important to note
that various face wash products are formulated to be effective for different skin types,
making this aspect crucial when selecting the right product.
 The study reveals that a significant majority of respondents, totaling 62.5%, are
dealing with acne and pimple problems on their skin. Following closely, 45% of the
participants are grappling with issues related to pigmentation caused by sun exposure
or pollution. Additionally, 35% of the respondent’s report having dark spots or pimple
marks, while 26.3% express concerns regarding dullness of the skin.

42
 Chapter-VII

Conclusion

Men frequently encounter skin issues related to sun damage, pollution, pigmentation, acne,
and pimples. These problems are often exacerbated by the naturally thicker and tougher
nature of men's skin compared to that of women. Due to these distinct skin differences, it
is advisable for men to use specialized men's face wash products tailored to their unique
skincare needs. Some men opt for natural face wash options, while others prefer face wash
products with chemical formulations. Men commonly favor multi-benefit face wash
products that offer a range of qualities in a single solution which is provided by the Garnier
men acno fight face wash.

Incorporating a daily face wash routine is essential for men because their skin is more
susceptible to damage and pollution due to their daily activities. Cleansing with a gentle
face wash is crucial for restoring and maintaining skin balance. To achieve this, it is
recommended to cleanse the skin both in the morning and at night. Many men choose to
use face wash twice a day to keep their skin healthier and smoother. Garnier Men Acno
Fight face wash is a popular choice among men, as it is known to help reduce dullness and
combat pimples caused by everyday activities like commuting, exposure to environmental
pollutants, and workplace factors.

In summary, due to variations in skin types and the specific challenges men face, the
regular use of a men's face wash, especially one that caters to their skin concerns, can
significantly contribute to healthier and more vibrant skin.

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 Chapter-VIII

Suggestions:

 Both men and women are commonly advised to opt for facial cleansers containing
natural ingredients. This choice offers a multitude of advantages for skin care and can
help prevent potential adverse effects linked to the use of chemical-based products.

 Choosing an appropriate face wash according to your skin type is paramount. Using
the wrong cleanser can result in skin damage and undesirable outcomes. Each skin type
necessitates tailored care for the maintenance of a healthy and blemish-free
complexion.

 Men must wash their face with the face wash twice a day once in a morning and once
in evening or a night before sleeping which will help them to keep their skin healthy
and safe from various skin damages.

 Men should be careful regarding the remedies they are trying for getting healthy smooth
skin without proper knowledge. Remedies without proper or appropriate knowledge
can be harmful for skin and a face.

 Men should always prefer to buy the face wash on their own so that they can make
their own choice and don’t have to be depend on any other regarding the choice of
face wash.

 Men should always check the chemical and other ingredients present in the face wash
which will help them to make choice for safer face wash according to their skin type.

 In case if men faces in difficulty or any skin problem instead of trying anything on
their own should visit the dermatologist and explain them your problem they will
provide them with safe and better treatment.

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 Chapter-IX

References

1. https://en.m.wikipedia.org/wiki/Kantar_Group

2. Www.kantar.com

3. https://www.kantarworldpanel.com/global

4. Www.scribd.com

5. Www.researchgate.com

6. Www.googlescholar.com

7. Behaviour of consumers towards otc products: British Journal of Pharmaceutical

Research (2013).

8. Market Survey on India’s Cosmetics and Personal Care Sector- Ace Global Private
Limited. january2008

9. "Indian Men and Grooming" by Nitin Suri

10. "The Essential Grooming Guide for Men" by Supriya Narang

45
 Chapter- X

Annexure

Questionnaires

Gathering up the documents from the clients depends on the point of view of the
individuals and the plans they opt for filing according to their knowledge some of the
questions are.

1. Could you please tell me your age?

A. 23-28
B. 29-32
C. 33-35

2. Do you or anyone in your household work for any of these companies/

organizations- it could be part-time or full-time?
A. Bank
B. Engineering company
C. Entrepreneur
D. Student
E. Government services
F. Professor
G. Government organization

3. What do you do presently?

A. Unskilled worker
B. Skilled worker
C. Petty Traders – Street wendor
D. Businessmen with no employee under him

46
 E. Businessmen with 10 or more employees under him
F. Self employed professional
G. Clerical salesman
H. Supervisor level

4. What is the highest level of education of the chief wage earner in the
household?
A. Illiterate
B. Up to 4th class
C. School 5th – 9th
D. 10- 12 (SSC-HSC)
E. Some college but not graduate
F. Graduate/ post graduate – general
G. Graduate/ post graduate- professional

5. When it comes to face wash could you please tell me which of the
following statement applies to you?

A. I am the sole decision maker when it comes to choosing face wash.

B. While I consult friends and family, I make the final purchase decision

6. How often do you use Face wash?

A. Once in a day

B. Twice a day

C. 3-4 times a week

D. 2 times a week

E. Less than 2 times a week

47
7. Do you believe in goodness of natural ingredients?

A. Yes

B. No

8. Which of these brands of face wash are you aware of?

A. Fair and handsome natural face wash

B. Nivea men Acne Face wash

C. Garnier men acno fight face wash

D. Ponds men face wash

E. Beard turmeric face wash

F. Himalaya men pimple face wash

G. Himalaya Neem face wash

H. Mama Earth face wash

I. Everyuth face wash

9. Which of these brands of face wash were you using most often?

A. Fair and handsome natural face wash

B. Nivea men Acne Face wash

C. Garnier men acno fight face wash

D. Ponds men face wash

48
 E. Beard turmeric face wash

F. Himalaya men pimple face wash

G. Himalaya Neem face wash

H. Mama Earth face wash

I. Everyuth face wash

10. Could you tell me which option from the list below best describes
your face skin type?

A. Dry

B. Normal

C. Oily

D. Combination

11. Which of these skin conditions are your skin concerns?

A. Pimple/ acne

B. Pimple marks

C. Whiteheads/blackheads

D. Dark patches

E. Pigmentation

F. Dark spots

H. Uneven skin tone

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I. Dullness

J. Oily skin

K. Dry skin

L. Dark circles

M. Rough skin

N. Large, open pores

O. Wrinkles on skin

12. Which of these skin problems you have?

A. Pigmentation, Sun / pollution damage

B. Acne / pimple

C. Dark spots

D. Pimple marks

E. None

50