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ACKNOWLEDGEMENT

I would like to thank our H.O.D. Dr. RUBINA SAJID for their immense support and
blessings. I would like to express my special thanks of gratitude to my research guide
Mrs.Jayshree Sharma Assistant Professor of Department of management for her valuable
suggestions and guidance and for giving me the golden opportunity to do this wonderful
research project on the topic: A COMPARATIVE STUDY OF CONSUMER BUYING
BEHAVIOR BETWEEN MAMAEARTH AND MCAFFEINE, without her help it would
have been difficult for me to have reached this state of completion of my project report.
Also, I would like to thank my parents and friends who helped me a lot in the
preparation of this project. I wish to acknowledge the help of all those who have provided
me information, guidance and other help during my research period.

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 Table of Contents
Sr. No. Topic
1 Chapter 1
1.1 Introduction
1.2 Objectives of the study
1.3 Scope of the study
1.4 Methodology of the study
1.4.1 Data sources
1.4.2 Research Approach
1.4.3 Instruments
1.4.4 Sampling Plan
1.4.5 Contact Method
1.4.6 Collection of the information
1.6 Limitation of the study
2 Chapter 2
2.1 Cosmetic industry profile
2.2 Mamaearth company profile
2.2.1 Products of the brand
2.2.2 The revenue
2.2.3 Vision & Mission
2.2.4 Infrastructure facilities
2.2.5 Swot analysis
2.2.6 Future plan
2.3 MCaffeine company profile
2.3.1 Products of the brand
2.3.2 Vision & Mission
2.3.3 Infrastructure facilities
2.3.4 Swot analysis
2.3.5 Future plan
3 Chapter-3 -Theoretical framework
3.1 Introduction
3.2 Conceptual Review
3.2.1 Consumer
3.2.2 Consumer Buying Behavior
3.2.3 Factor influencing consumer buying behavior
3.3 Empirical Review
4 Chapter-4 - Data analytical and theoretical background
5 Chapter-5 - Findings, conclusion, suggestion, bibliography

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 List of Tables

SR. NO. TABLE

4.1 Table no. 4.1- Showing the gender of respondents
4.2 Table no. 4.2- Showing the age groups of the respondents.
4.3 Table no. 4.3- Sowing the marital status of the respondents.
4.4 Table no. 4.4- Showing often buy cosmetics products by respondents.
Table no. 4.5- Showing the factor which influence respondent to choose cosmetic
4.5 products.

4.6 Table no. 4.6- Showing the brands respondents prefer the most.

Table no. 4.7- Showing the reason why respondents choose the brand.
4.7
4.8 Table no. 4.8- Showing the product respondents use most frequently.

Table no. 4.9- Showing what the respondents look first when buy a product.
4.9

Table no. 4.10- Showing the money respondents spend on these products monthly.
4.10
4.11 Table no. 4.11- Showing how long respondents using these products.

Table no. 4.12- Showing where respondents prefer to buy these products.
4.12
4.13 Table no. 4.13- Showing the result of which brand is best.

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 List of Graph

SR.NO GRAPH

1 4.1- Showing the pie chart of gender of respondents

2 4.2- Showing the pie chart of age of respondents
3 4.3- Showing the pie chart marital status of respondents
4.4- Showing the graph of often buying cosmetic product
4 by the respondents.
4.5- Showing the line chart of the factor which influence
5 the respondents.
4.6- Showing the pie chart of the brand respondents
6 prefer the most.
4.7- Showing the line chart of the reason why
7 respondents choose this brand.
4.8-Showing the graph of the product respondents use
8 most frequently.
4.9-Showing the graph of what the respondents look first
9 when buy a product.
4.10-Showing the pie chart of the money respondents
10 spend on these products monthly.
4.11-Showing the graph of how long respondents using
11 these products.
4.12-Showing the pie chart of from where respondents
12 prefer to buy these products.
13 4.13-Graph showing the result of which brand is best.

List of Picture
Sr. No. Topic
1 Picture of Mamaearth logo
2 Picture of MCaffeine

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 Chapter - 1

INTRODUCTION

1.1 Introduction about the project:

Consumer behavior is the study that customers use to acquire, purchase, utilize, and
dispose of items and services that meet their requirements. Understanding customer
behavior has a direct impact on the marketing approach. This is due to the marketing
principle, which states that companies exist to meet the demands of their customers.
Firms can only meet such demands if they understand their consumers.
As a result, marketing strategies must include consumption patterns insights into every
aspect of a marketing strategy. Human behavior is complicated, full of disputes and
inconsistencies, which makes complete sense to marketing academics and practitioners.
Consumer behavior is widely acknowledged to be the cornerstone to modern marketing
success. Consumer buying behavior has been validated in marketing because it offers the
analytical model and strategic planning required for successful market segmentation.
Several disputes have erupted between empiricism and interpretative consumers.
As a result of the range of perspectives on the subject of consumer behavior, the entire
subject is now built on an emerging study. Understanding consumer behavior applies to a
variety of understanding, including psychology, cultural social psychology, physio-
psychology, genetics, and anthropology. Among them is psychology, because consumer
behavior involves feelings, thoughts, and behaviors. Emotional research in marketing has
grown into three approaches: the categorization method, the aspects methodology, and
the cognitive evaluations approach.
The classifications method integrates feelings around exemplars and analyses how they
affect consumption-related activity The dimensions method distinguishes among
emotions and the consequences they have on consumer behavior by using the expressive
dimensions of intensity and level of excitement.
1.2 Objectives of the study:
The subject matter for this research project is to study the consumer buying behavior
towards the MAMAEARTH and MCAFFEINE. This project consists of different
objectives. They are as follows: -

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  To know about the consumers preference level associate with MAMAEARTH and
MCAFFEINE.
 Determining the consumer buying behavior towards MAMAEARTH and
MCAFFEINE.

1.3 Scope of the study:

My research will help the beauty care/cosmetics industry to know the current scenario of
customers with respect to brand preference of cosmetic products, with respect to
Mamaearth and MCaffeine.
1.4 Methodology of the study:
Research is the exploratory and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
development. The objective behind this project was to get a deep insight into the answers
to the questions “what are the general problem faced by the consumer and
what they expect from beauty product and the study of beauty care market”.
The essence of research conducted by us is to analyses the present market position
of Mamaearth and MCaffeine products among its competitors and the problem which are
being faced by customer, wholesaler, and retailers. The eventual objectives are to suggest
some recommendation to the company so as to enable them to increase their market
share.
Researcher has collected data on primary and secondary sources.
1.4.1 Data Sources.
There are two type of data source:
 Primary data
 Secondary data
 Primary data:
Personal interviews are conducted which enable collection of oral verbal response. This
is fact to face contracted with structured or sometime even unstructured patterns. This
helps in obtaining indent information.

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  Secondary data:
Secondary data can be obtained from different magazines and annual reports, financial
documents referred.
1.4.2 Research Approach
 Survey Method
Survey is best suited for descriptive research companies which undertake surveys to learn
about people’s knowledge, preferences, satisfaction etc. to measure this magnitude in
general population. While observation and tours are best suited for exploratory research
which is not the case of our study.
1.4.3 Instruments
 Questionnaire: A Questionnaire is prepared and uses to collect the information. The
majority of questions are close ended. Questionnaire is distributed to people to know
about their preferences, quality, demand etc. this is one of the easiest methods of
collecting information.
1.4.4 Sampling Plan
After deciding on the research approach and instrument, we must design a sampling plan.
This plan calls for three decisions.
a) Sampling unit: - Here we define what is to be surveyed i.e., the target population that
will be sampled.
b) Sample size: - Large sample give more reliable results. In our study 80-85 customers
were surveyed.
1.4.5 Contact Method
In this decision is taken that how the object should be contacted i.e., whether by mail
questionnaires, telephone, interviews. In our research personal interview is the most
convenient and reliable method.
1.4.6 Collection of the information

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 The data collection phase of the marketing research is most expensive and most error
prone process. There can be error some respondent can give biased or dishonest answer
from collection of information. The researcher personally goes to customer to collect the
reliable data. Here all knowledge of the researcher about that field comes to test the
ingenuity of the research.
Here we got the experience of working professionally and independently on the road
which gives some taste of practical marketing. We also got a lot exposure about the
market. The present study undertake is descriptive in nature and in this study questioning
people with regular expertise in that are being used.

1.5 Limitation of the study:

Every study, no matter how well it is conducted, has some limitations.
This is why it does not seem reasonable to use the words "Prove" and "Disprove" with
respect to research findings. It is always possible that future research may cast doubt on
the validity of any hypothesis or the conclusions from a study.

The research was subjected to following limitations: -

 The survey can’t be termed 100% accurate due to lack of time.
 Lack of knowledge.
 Lack of resources.
 Few of respondents doesn’t fill the questionnaire.
There is more measure to check out whether the information provided by the consumer is
correct or not.

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 Chapter – 2
INDUSTRY AND COMPANY PROFILE
2.1 Cosmetics Industry profile

The cosmetic industry describes the industry that manufactures and distributes cosmetic
products. These include color cosmetics, like foundation and mascara, skincare such as
moisturizers and cleansers, haircare such as shampoos, conditioners and hair colors, and
toiletries such as bubble bath and soap. The manufacturing industry is dominated by a
small number of multinational corporations that originated in the early 20th century, but
the distribution and sale of cosmetics is spread among a wide range of different
businesses.
The cosmetics and personal care industry are one of the fastest growing consumer
products sectors in India with a strong potential for foreign companies. The personal care
and cosmetics sector in India has shown continued strong growth, with increasing shelf
space in retail stores and boutiques in India, stocking cosmetics from around the world.
Size and Growth Trends in the Domestic Industry the Indian cosmetics and beauty
products segment has been witnessing steady growth of late. It is primarily categorized
into five major categories - body care, face care, hair care, hand care and color cosmetics.
Indian beauty and personal care (BPC) industry is estimated to be worth USD 8 billion.
India’s per capita spend on beauty and personal care is it is growing in line with India’s
GDP growth.
In the Indian Cosmetic Industry both electronic as well as print media are playing an
important role in spreading awareness about the cosmetic products and developing
fashion consciousness among the Indian consumers. Due to the development of satellite
television and a number of television channels as well as the Internet in the modern day,
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 into the Cosmetic industry in India by making
Indians to realize the importance of having good looks and appearances.
Globally now herbal cosmetics are preferred. The emphasis of the herbal cosmetic has
been on the spectacular growth of the herbal and ayurvedic beauty products business as
conveyed by beauty expert Shahnaz Husain who was the first to introduce the concept of
ayurvedic cosmetics to the world when she launched her products way back in 1970.

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Today, the Indian cosmetics industry has a plethora of herbal cosmetic brands like Forest
Essentials, Boutique, Himalaya, Blossom Kochhar, VLCC, Dabur and Lotus and many
more. Today most of the cosmetics manufacturers in India cater to the domestic market
but they are gradually establishing their footholds in overseas markets. In recent years,
cosmetic manufactures in India have received orders from overseas markets; for example
- Indian herbal cosmetic products have a tremendous demand in the international market

Latest developments in cosmetic industry;

 According to Indian Cosmetic Sector Analysis the Indian cosmetics industry
is expected to witness fast growth rate in the coming years on the back of an
increase in the consumption of beauty products. It is expected that the
cosmetics industry will grow around 17% during 2010-2013.
 Market players are getting lucrative and good opportunities as people have
become more beauty conscious due to changing lifestyle and spreading
consumer awareness.
 According to ASSOCHAM the size of India's cosmetics market will rise by
almost a half to 1.4 billion dollars in the next two-three years as people get
fashion conscious and more brands are launched. With increased awakening
about cosmetics brands, which is evident even in rural India,
The Indian cosmetics industry has emerged as one of the unique industries holding huge
potential for further growth. Industry sources estimate a rapid growth rate of 20% per
annum. There is huge career scope in cosmetic industry. Cosmetic scientist is the most
demanding position require in cosmetic industry. Wide ranges of rejuvenating products
are ready to fetch the customers. Hard-hitting competition exist in cosmetic market, so
this industry gives a warm welcome to smart, go getter, talented marketing people.

The cosmetics industry is a vast and dynamic sector that encompasses a wide range of
products related to personal care, beauty, and grooming. Here is a profile of the cosmetics
industry:

Market Size and Growth:

The global cosmetics industry has been experiencing steady growth over the years. In
2020, the global cosmetic products market was valued at approximately $488 billion, and
it is projected to continue growing at a CAGR of around 5.9% from 2021 to 2028.
Factors contributing to the growth of the cosmetics industry include rising disposable
incomes, changing consumer lifestyles, increased focus on personal grooming, and the
influence of social media and beauty trends.
Product Categories:

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The cosmetics industry encompasses various product categories, including:

 Skincare: Products designed to cleanse, moisturize, protect, and enhance the skin's
appearance, such as cleansers, moisturizers, serums, masks, and sunscreens.

 Haircare: Products for hair cleansing, conditioning, styling, and treatment, including
shampoos, conditioners, hair oils, serums, and styling products.

 Makeup: Products used to enhance and alter facial appearance, including foundation,
lipstick, mascara, eyeshadow, blush, and other cosmetic products.

 Fragrances: Perfumes, colognes, body mists, and other scented products that enhance
personal fragrance.

 Personal Care: This category includes products like soaps, shower gels, body lotions,
deodorants, and oral care products.

 Distribution Channels:
The cosmetics industry utilizes various distribution channels to reach consumers,
including:

 Retail: Traditional brick-and-mortar stores, including department stores,

supermarkets, specialty beauty stores, and pharmacies.

 E-commerce: Online platforms have gained significant importance in the cosmetics

industry, allowing consumers to purchase products conveniently from anywhere.

 Direct Sales: Companies may also use direct sales models, where independent
consultants or representatives sell products directly to consumers.

 Key Players:
The cosmetics industry consists of numerous global and regional players, including:

L'Oréal
Estée Lauder Companies Inc.
Procter & Gamble
Unilever
Shiseido Company Limited
Coty Inc.
Johnson & Johnson
Revlon Inc.
Avon Products Inc.

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 Amor pacific Corporation
 Trends and Innovations:
The cosmetics industry is constantly evolving, driven by changing consumer
preferences and emerging trends. Some notable trends and innovations include:

 Clean and Natural Beauty: Increasing consumer demand for products with natural
and sustainable ingredients, free from harmful chemicals and environmentally
friendly packaging.

 Personalization: Customized products and experiences tailored to individual needs,

such as personalized skincare regimens and foundation shades.

 Influencer Marketing: Brands collaborating with social media influencers to

promote products and engage with consumers.

 Digital Beauty: Advancements in augmented reality (AR) and virtual reality (VR)
technologies, allowing consumers to virtually try on makeup and hair products before
purchasing.

 Male Grooming: Growing market for grooming and skincare products specifically
targeted towards men.

 Regulations and Sustainability:

The cosmetics industry is subject to various regulations, including ingredient safety,
labeling, and product testing requirements, varying by country or region. Moreover,
there is an increasing focus on sustainability, leading to initiatives for eco-friendly
packaging, cruelty-free practices, and reducing carbon footprint.

Overall, the cosmetics industry is a vibrant and competitive sector that continues to grow,
driven by evolving consumer preferences, technological advancements, and a focus on
innovation and sustainability.

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2.2 Mama earth’s Company Profile

Pic.2.1- Mamaearth logo

Varun Alagh is the founder and CEO of Honasa Consumer Private Limited, which
launched its first-ever baby food brand, Mamaearth in November 2016. The company is
located in Gurugram, India. Mamaearth is regarded as the premier Made Safe accredited
brand. Varun created the non-toxic hair, beauty, baby face and body care line,
Mamaearth, along with his wife Ghazal Alagh. She plays the primary role of Chief Mama
in the company. The value of the company is currently estimated to be higher than $1.2
Billion as of January 3, 2022.

With an innovative line of products, Mamaearth has attempted to address a prevalent

Indian parenting issue. In a nation where the majority of baby products on the market are
not safe, Mamaearth offers products that are safe according to international standards and
brimming with natural goodness.

Mamaearth is frequently praised as the first Asian brand to be awarded a “MADE SAFE”
certification. The products Mamaearth provides to the market are free of any known
toxins which are prohibited in many countries. In addition to being a brand for
commercial use, Mamaearth takes great pride in producing products that are made of love
and affection. If you’re curious about the country/origination of Mamaearth The company
is located in India and has its headquarters in Gurugram (Gurgaon), India.

Mamaearth is an Indian brand that offers a range of personal care and baby care products.
It was founded in 2016 by Varun and Ghazal Alagh with the mission to create safe,
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natural, and toxin-free products for both mothers and babies. The brand is known for its
focus on using natural and organic ingredients in its formulations.

Mama earth’s product portfolio includes skincare, haircare, bath care, and baby care
products. Their products are free from harmful chemicals like parabens, sulfates, mineral
oil, synthetic fragrances, and artificial colors. They aim to provide safe and gentle
products that are suitable for people with sensitive skin, including infants.

Mamaearth gained popularity for its Baby Care range, which includes products such as
baby lotions, shampoos, body washes, diaper rash creams, and mosquito repellents. They
expanded their product line to include products for adults as well, addressing concerns
such as hair fall, dandruff, acne, and aging.

In addition to their focus on natural ingredients, Mamaearth also emphasizes

sustainability. They use recyclable packaging materials, promote responsible sourcing of
ingredients, and have initiatives like "Return. Recycle. Repeat." that encourage customers
to return empty containers for recycling.

Mamaearth products are primarily sold online through their official website and e-
commerce platforms. They have gained a significant customer base and recognition in the
Indian market for their commitment to providing safe and natural personal care options
for both mothers and babies.

2.2.1 THE PRODUCTS

Mamaearth is a brand that focuses on infants and other children with an exclusive line of
products that is geared towards baby care as well as skincare, haircare and more. There
are more than 140 products that are natural within its range. The most ingenious products
created by Mamaearth include the first baby wipes made of bamboo and a tummy roll-on
that is easy to apply with Hing and Fennel to help with digestion and colic relief, and a
100% organic, plant-based toothpaste suitable for kids aged 0-10. Mamaearth also offers
a variety of hair and skin products for hair and skin care that are based on popular natural
ingredients like onion Ubtan, tea tree vitamin C argan, coco and charcoal.

It’s expanded its offerings not just to accommodate babies, but also their mothers with a
variety of products including sunscreen and stretch mark remover serum. It’s all about the
different thing’s motherhood does. The most loved is their onion line of products
designed specifically designed for mothers.

2.2.2 THE REVENUES

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When Mamaearth was first launched in the year 2016 there were only six products
available in its catalogue. The current range of products comprises more than 140 organic
and non-toxic products, which are being used by more than 1.5 million Indian
customers. Additionally, Mamaearth is accessible in more than 700 cities.

The company has been praised for the success it has started to attain since it was
launched. Mamaearth was able to grow quickly, reaching the company experiencing a
revenue deficit of 30 per cent in only 6 months of operation. Mamaearth began selling
exclusively on the internet, and its customers were brand new. The company began to
attract customers directly. Mamaearth reached the milestone of 2 crores of revenue
however, that wasn’t the highest that Mamaearth reached. The company then hired Shilpa
Shetty as an angel influencer, which brought her into the world of influencers moms. In
this way, the company was soon able to reach an impressive milestone, which was 100K
clients, and by the end of 2019, it was able to earn an annual revenue of 25 million
rupees. In the year 2020, Mamaearth hit the milestone of 100 million in revenue in only 3
years of being in operation.

2.2.3 VISION & MISSION

Mamaearth mission is to make safe, chemical-free products available to all babies in

India and that are safe by international standards and loaded with the goodness of nature.

Mamaearth offers products Mamaearth has tried to solve a common Indian parenting
problem. In a country where most of the baby products available do not meet safety
regulations.

2.2.4 INFRASTRUCTURE FACILITIES:

 Manufacturing Facilities: Mamaearth operates state-of-the-art manufacturing

facilities where they produce their range of personal care products. These facilities
are equipped with modern machinery and follow stringent quality control
measures to ensure the safety and effectiveness of their products.

 Research and Development (R&D) Center: Mamaearth likely has an R&D center
where their team of experts conducts research and develops innovative
formulations for their products. The R&D center focuses on using natural
ingredients and incorporating scientific advancements to create effective and safe
personal care solutions.

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  Warehouse and Distribution Centers: To cater to their growing customer base,
Mamaearth likely has strategically located warehouses and distribution centers.
These facilities ensure efficient storage and distribution of their products, enabling
timely deliveries to customers across different regions.

 Online Presence: Mamaearth operates primarily as an e-commerce brand, selling

its products through its official website and various online marketplaces. Their
online infrastructure includes a user-friendly website, secure payment gateways,
and an order management system to handle online orders.

 Packaging and Sustainability: Mamaearth emphasizes sustainability, and their

infrastructure likely includes eco-friendly packaging facilities. They strive to use
recyclable materials and minimize their environmental impact throughout the
packaging process.

 Customer Support: Mamaearth values customer satisfaction, and their

infrastructure likely includes a customer support center. The support center
handles customer inquiries, order tracking, and provides assistance with any
concerns or issues related to their products.

2.2.5 SWOT ANALYSIS:

 Strength:
1. Price range and high-quality products.
2. Great customer service.
3. Wide product range.
4. The geographical presence.
 Weakness:
1. Negative publicity.
2. Limited diversification.
3. High employee turnover.

 Opportunity:
1. Product diversification.
2. Green lifestyle opportunity.
3. Innovation.
 Threats:
1. Changing customer preferences.
2. Increase number of players.

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 3. New technology.

2.2.6 FUTURE PLANS:

“Our plan is to build Mamaearth into an Rs. 500 crore brands by acquiring five million
new consumers in the next three years. We are also looking at launching more brands
under the Honasa umbrella, which would be focused on the needs of the new-age,
millennial consumers.”

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2.3 MCaffeine Company Profile

Pic.2.2- MCaffeine logo

MCaffeine is India’s first caffeinated personal care brand that is #AddictedToGood. They
are addicted to clean and sustainable self-care, being inclusive and gender-neutral, being
cruelty-free and taking a stand against animal testing and addicted to all the good caffeine
can do.
MCaffeine has an exciting range of Caffeinated products for young and aspiring
millennials. They are 100% vegan and have achieved zero plastic footprints to do their bit
for the environment. Their products are FDA approved made safe and dermatologically
tested with no SLS, parabens, silicons and mineral oils. They believe in confidence in
overall skin and body biases.

MCaffeine is an Indian personal care brand that specializes in caffeine-infused skincare

and haircare products. The brand was founded in 2016 by Tarun Sharma and Vikas
Lachhwani with the vision of creating a unique product range that harnesses the benefits
of caffeine for the skin and hair.

One of the keys selling points of MCaffeine is its positioning as India's first caffeinated
personal care brand. Caffeine, known for its antioxidant and stimulating properties, is
believed to have several benefits for the skin, such as improving blood circulation,
reducing puffiness, and tightening the skin. MCaffeine incorporates caffeine into its
formulations to provide these potential benefits to its customers.
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The brand offers a wide range of products, including face washes, face scrubs,
moisturizers, face masks, serums, body lotions, shampoos, and hair oils. These products
are designed to cater to various skincare and haircare needs, targeting concerns like acne,
dullness, dryness, and hair fall.

MCaffeine has gained popularity in India and has established a strong presence in the
online marketplace. The brand primarily operates through its e-commerce platform and
partners with leading online retailers to reach a wider customer base. This online-focused
approach has allowed MCaffeine to tap into the growing trend of online shopping and
leverage digital marketing strategies to build brand awareness and engage with
consumers.

In addition to its unique product range, MCaffeine focuses on product innovation and
quality. The brand emphasizes using natural and ethically sourced ingredients and avoids
harsh chemicals like parabens and sulfates. It also prioritizes cruelty-free practices and
does not test its products on animals.

Overall, MCaffeine has positioned itself as a premium skincare brand in India, offering
caffeine-infused products that cater to the evolving needs and preferences of consumers.
With its focus on innovation, quality, and online presence, MCaffeine has gained a loyal
customer base and continues to expand its product offerings and market reach.

Points Information

Company Name MCaffeine

Date of Establishment 2015

Establishment Place India

Vikas Lachhwani
Founder Vaishali Gupta
Tarun Sharma

Registered Address B1 401 Kanakia Boomerang, Chandivali,

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 Andheri (E), Mumbai 400072, India

Net Worth Data not available

Telephone no. (+91) 93579 33933

Email woot@mcaffeine.com

Company Status Active

Website MCaffeine

MCaffeine was founded in 2015 and has headquarters in Mumbai, Maharashtra. They are
PETA Certified. Caffeine was documented for the first time as an elixir for hair and skin
in the Canon of medicine, inscribed by a Persian physician philosopher Avicenna. Taking
notes which date back to 1025 CE they aim to bring you the best skin and hair care
products powered by Caffeine. Caffeine present in coffee, green tea and chocolate has
magical properties for hair and skin care.

2.3.1 PRODUCTS

Body care

 Body scrub
 Body wash
 Body lotion
 Body butter
 Hand cream
 Bathing bar
 Body polishing oil

Face care

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  Face wash
 Face scrub
 Face mask
 Face serum
 Face moisturizer
 Under-eye cream
 Night gel
 Lip care
 Face accessories
Hair care

 Scalp scrub
 Hair mask
 Scalp lotion
 Hair shampoo
 Hair oil
 Hair serum
 Hair conditioner
 Scalp tonic
 Leave in hair cream

2.3.2VISION AND MISSION:

MCaffeine believes in confidence over all skin and body biases. As MCaffeine redefines
the age-old notions of beauty associated with color, they do no sell insecurities. The
brand clearly emphasizes that beauty has no color or gender, MCaffeine has vowed not to
make any fairness product ever.

2.3.3 INFRASTRUCTURE FACILITIES:

 Office Space: MCaffeine would likely have office spaces where employees work
and collaborate. This could include workstations, meeting rooms, conference halls,
and common areas.

 Manufacturing Facilities: Since MCaffeine is a skincare and personal care brand,

they might have manufacturing facilities where their products are produced. These
facilities may include production lines, quality control areas, and storage facilities
for raw materials and finished goods.

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  Warehouses and Distribution Centers: To store and distribute their products,
MCaffeine may have warehouses and distribution centers. These facilities ensure
efficient storage, inventory management, and shipping operations.

 Research and Development (R&D) Labs: Given that MCaffeine focuses on

skincare products, they might have dedicated R&D labs where scientists and
researchers work on developing new formulations, testing product efficacy, and
conducting experiments.

 IT Infrastructure: Companies like MCaffeine rely on robust IT infrastructure to

support their operations. This includes servers, networking equipment, data
centers, and cybersecurity measures to protect sensitive information.

 Logistics and Supply Chain: MCaffeine would likely have facilities or

partnerships to manage their logistics and supply chain operations. This could
involve transportation networks, partnerships with shipping providers, and systems
to track inventory and shipments.

 Customer Support Center: To provide customer service and handle inquiries,

MCaffeine may have a customer support center equipped with communication
tools, CRM software, and trained staff to assist customers.

2.3.4 SWOT ANALYSIS

 Strength
1. Unique positioning.
2. Product innovation.
3. Online presences.
4. Brand image.
 Weakness
1. Limited product range.
2. Relatively high pricing.
3. Dependency on e-commerce.

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  Opportunities
1. Growing market.
2. Diversification.
3. International expansion.
 Threats
1. Intense competition.
2. Limitation and commoditization.
3. Changing consumer preferences.

2.3.5 Future Plans:

MCaffeine is planning expansion across the online and offline channels to strengthen its
presences in the personal market in India and expects to generate revenue of Rs. 700
crores over next three years.

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 CHAPTER – 3
THEORETICAL FRAME WORK
LITERATURE REVIEW
3.1 Introduction
A literature review is an overview of the previously published works on a topic. It is a
report of studies found in the literature related to the specific topic. The process of
reviewing the literature requires different kinds of activities and ways of thinking. A
literature review provides the people with a general image of the existing knowledge on
the topic. They are secondary source of information. The review should summarize,
evaluate and clarifies the literature of a topic.it is a theoretical basis for the project. The
review of literature chapter includes two parts. The first part contains conceptual review
and second part contain empirical review.

3.2Conceptual Review
A Conceptual review is looking for key factors, concepts or variables related to the
study. It is a review that illustrates what you expect to find through the study. Consumer
behavior is the behavior of individuals, groups, or organizations associated with the
purchase, use and disposal of goods and services. Online shopping indicates electronic
commerce to buy products or services directly from the seller through internet. More
people than before are using online shopping for a wide variety of items. Online shopping
has unique characteristics. The goal of the conceptual literature review is to categorize
and describe concepts relevant to the study and provide an outline of relationship
between them. It helps to determine the nature of our own project.
All marketing starts with the consumer, so customer is very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase and how much to purchase. In order to became a successful
marketer, he must know the liking or disliking of the consumers. Consumer satisfaction is
the most important indicators of consumer purchase intentions and loyalty.

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 3.2.1 Consumer
A consumer is the final user of a purchased product or service. They can be either an
individual or group of people who purchase or use goods and services for personal uses.
The main goal of all commercial enterprise is to attract consumers and make them
purchase what they have on sale. They are the end-users in the sales distribution chain.
3.2.2. Consumer buying behavior: Consumer buying behavior is the consumer’s
attitude, preferences, intentions and decision regarding the purchasing a product or
service. Consumer behavior has become an integral part of strategies market planning.
3.2.3 Factors influencing consumer buying behavior
 Psychological Factor: Psychological factors like motivation, perception,
learning, attitudes and beliefs play a crucial role in purchasing a particular product
and services. To increase sales and encourage the consumer to purchase product,
organization should try to create a need in the consumer’s mind which develops
an interest in buying. Depending on the experiences, beliefs, and personal
characteristics of the consumer, each individual has a different perception from
one another.
 Personal Factors: Consumer behavior includes personal factors such as age,
occupation, economic situation, and lifestyle. Consumer changes the purchase of
goods and services with the passage of time. Occupation, economic situation,
lifestyle have a significant impact on buying behavior. A person with high income
chooses to purchase expensive product and services and vice versa.
 Social Factors: Human beings live in an environment surrounded by several
people who have different buying behavior. Social factors include family,
reference group, roles and status. A person’s behavior is influenced by small
groups like family, friends, social networks, and surroundings who have different
buying behavior. These groups form an environment in which an individual build
the personality.

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  Cultural Factors: Cultural Factors have strong influence on consumer buyer
behavior. Cultural Factors include the basic values, needs, wants, preferences,
perceptions, and behaviors that are observed and learned by a consumer from
their family members and other people around them. Cultural factors include
culture, sub culture, social class.
 Economic Factors: The consumer buying habits and decisions greatly depend
on the economic situation of a country or a market. When consumers experience a
positive economic environment, they are more confident to spend on buying
products. When the economy is strong, it leads to the greater money supply in the
market and higher purchasing power for consumers. Economic factors include
savings, family income, personal income, liquid assets.

3.3 Empirical Review

The word empirical refers to collection of data using evidence that is collected through
observation or experience or by using standardized scientific instruments. It has one thing
in common which is dependence of observation and experiments to collect data and test
them to come up with conclusions. The following review of literature has conducted to
gain deeper understanding to the consumer buying behavior towards online shopping.
This chapter contain the review of various literatures considered to the study.
Schiffman, Scherman, & Long (2003) in his study researched that “yet individual
attitudes do not, by themselves, influence one’s intention and behavior. Instead that
intention or behavior is a result of a variety of attitudes that the consumer has about a
variety of issues relevant to the situation at hand, in this case online buying. Over time
the internet buyer, once considered the innovator or early adopter, has changed. While
once young, professional males with higher educational levels, incomes, tolerance for
risk, social status and a lower dependence on the mass media or the need to patronize
established retail channels.
Oriah Akir and Md. Nor Othman (2010) He stated Consumer behavior theorists
generally believe that consumer behavior theories can be applied globally but consumer
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preferences and tastes are influenced by their cultural background Therefore, marketers
and business practitioners have to recognize that consumers attitudes and beliefs,
preferences, needs and tastes towards certain products or services are greatly influenced
by their culture and the society they belong to. For instance, consumers in other parts of
the globe may consider price as the most important determinant in their decision to buy
food items, whereas, in others, they may consider quality as the most important factor
that may affect their choices. Other factors that may surface could also be the influence of
significant others, such as spouse, siblings, family members, friends, salespersons,
relatives or neighbor (on consumers purchase decisions and/or repurchase intentions),
and even the marketing stimuli triggered by the marketers. Despite all these uncertainties,
marketers or businesses still invest a lot of money in their marketing plans to indulge
consumers to buy their products or services.

(Schutte and Ciarlante, 2008) He investigated the consumers shopping behavior pattern
on selected consumer goods and address the issues on what they buy, why they buy,
when they buy, where they buy, how much and how often do they buy, the factors that
influence their buying decisions, and the determinants that influence consumers purchase
repurchase intention. For example, in the case of Malaysia, it was reported that, around
70 percent of Malaysian consumers across all segments plan what they buy. Nevertheless,
the majority will still buy additional items.

Yeon shin Kim, Daegu University (2000) Applying the conceptual framework of value-
attitude-behavior relationship, He identifies key antecedents of green purchase behavior
and develops a model for explaining their influence on ecological consumption. Using
structural equation modeling, the effects of collectivism, environmental concern and
Perceived Consumer Effectiveness (PCE) on ecological purchase and their
interrelationships are investigated. Results suggest that the influence of collectivism flow
through PCE; the collectivistic value orientations influence beliefs about consumer
effectiveness, which in turn influence green buying behavior.

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 CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
Q.1 Gender
Table no. 4.1- Showing the gender of respondents.

GENDER PERCENTAGE
MALE 12.20%
FEMALE 87.80%

Graph. No. 4.1

Interpretation
Here out of 82 respondents 87.80% are the females and 12.20% are males. Hence
the majority of respondents are females.

Q.2 Age groups

Table no. 4.2- Showing the age groups of the respondents.
PERCENTAG
AGE GROUP E
0-18 14.60%
19-30 73.20%
30-50 11%
50 ABOVE 1.20%

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Graph. No.4.2

PERCENTAGE
1.20%
11.00%

14.60%

73.20%

0-18 19-30 30-50 50 ABOVE

Interpretation
Here the majority of respondents are in age of 19-30 with majority of 73.20%.

Q.3 Marital status

Table no. 4.3- Sowing the marital status of the respondents.

MARITAL STATUS PERCENTAGE

MARRIED 31.70%

UNMARRIED 68.30%
Graph.no. 4.3

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Interpretation
Here the majority of respondent are unmarried with 68.30%.

Q.4 How often do you buy cosmetics products?

Table no. 4.4- Showing often buy cosmetics products by respondents.

OFTEN BUY PRODUCTS PERCENTAGE

RARELY 52.40%

FREQUENTLY 29.30%

VERY FREQUENTLY 11%

DO NOT SHOP 7.30%

Graph. No. 4.4

Interpretation
Here this chart shows that the majority of respondents are buying product rarely
with 52.4%.

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Q.5 Which factor influence you the most while choosing your cosmetic
products?
Table no. 4.5- Showing the factor which influence respondent to choose cosmetic products.

FACTOR INFLUENCES PERCENTAGE

PEER GROUPS 7.30%

WORK PLACE 7.30%

FAMILY 31%

ADVERTISEMENT 32.90%

ANY OTHER 22.00%

Interpretation
Here this pie chart shows that advertisement factor influences the most to the
respondents while choosing cosmetics product with 33%.
Q.6 Which brands you prefer the most?
Table no. 4.6- Showing the brands respondents prefer the most.

BRAND PERCENTAGE

MAMAEARTH 79.30%

MCAFFEINE 20.70%

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Interpretation
This pie chart shows the majority of respondents prefer MAMAEARTH brand
with 79.30%.

Q.7 Why do you choose this brand?

Table no. 4.7- Showing the reason why respondents choose this brand.

WHY CHOOSE THIS BRAND PERCENTAGE

QUALITY OF PRODUCT 82.90%

BRAND NAME 12.20%

PRICE 3%

AVAILABILITY 1.90%

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Graph. No. 4.7

PERCENTAGE
90.00% 82.90%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00% 12.20%
10.00% 3.00% 1.90%
0.00%
QUALITY OF BRAND NAME PRICE AVAILABILITY
PRODUCT

PERCENTAGE

Interpretation
Here this pie chart shows the majority of the respondents choose this brand
because of quality with 82.90%.
Q.8 Which product you use most frequently?
Table no. 4.8- Showing the product respondents use most frequently.

PRODUCT USE FREQUENTLY PERCENTAGE

SHAMPOO & CONDITIONERS 46.30%

BODY WASH 12.20%

LOTION & MOISTURIZER 26%

BABY PRODUCT 1.00%

ALL OF THE ABOVE 14.60%

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Graph.no. 4.8

Interpretation
Here the pie chart shows the majority of respondents using most frequently product
is shampoo & conditioners with 46.30%.

Q.9 What do you look first when you buy a product?

Table no. 4.9- Showing what the respondents look first when buy a product.

LOOK FIRST WHEN BUY A PRODUCT PERCENTAGE

PRICE 13.40%

INGREDIENTS 25.60%

BRAND 9%

QUALITY 52.40%

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Interpretation
This pie chart shows the majority of respondents look first when buy a product is
quality with 52.4%.

Q.10 How much you spend on these products monthly?

Table no. 4.10- Showing the money respondents spend on these products monthly.

SPEND ON PRODUCT MONTHLY PERCENTAGE

BELOW 500 34.10%

500-1000 37.80%

1000-1500 12%

1500-2000 13.40%

2000 ABOVE
2.70%

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 PERCENTAGE
2.70%
13.40%
34.10%
12.20%

37.80%

BELOW 500 500-1000 1000-1500 1500-2000 2000 ABOVE

Interpretation
Here this pie chart shows that the majority of respondents willing to spend money
to buy the product is 500-1000 with 37.80%.

Q. 11. Since how long you have been using these products?
Table no. 4.11- Showing how long respondents using these products.

USING THESE PRODUCTS

PERCENTAGE

LESS THAN 1 YEAR

53.70%

1-3 YEARS
35.40%

ABOVE 3 YEARS
11%

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Interpretation
Here this graph shows that the majority of respondents using these products in
about less than 1 year with 53.70%.

Q. 12 Where do you prefer to buy these products?

Table no. 4.12- Showing where respondents prefer to buy these products.

FROM WHERE TO BUY THESE PRODUCTS

PERCENTAGE

ONLINE
63.40%

SUPERMARKET
19.50%

WHOLESALE STORE
7.30%

SPECIALIZED STORE
9.80%

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Interpretation
Here this pie chart shows that the majority of the respondents are prefer to buy
these products online with 63.4%.
Q.13 Based on your experience which brand products are best?
Table no. 4.13- Showing the result of which brand is best.

WHICH BRAND IS BEST PERCENTAGE

MAMAEARTH
80.50%
MCAFFEINE
19.50%

Interpretation
Here this graph shows that the majority of respondents prefer the best brand
product is MAMAEARTH with 80.50%.

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 CHAPTER – 5

FINDINGS
 Few years back cosmetics products were not common among the consumer. But
now we can find almost every consumer using cosmetics products.
 Most of the consumer prefers MAMAEARTH then MCAFFEINE.

 Mostly the consumers are satisfied with the beauty products provided by different
brands.
 Maximum numbers of respondents were attracted towards the quality and the least

like the availability.

 Maximum number of consumers is loyal to their particular beauty brand and they
are using this brand since less than 1 year.

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 CONCLUSION

 Working on MAMAEARTH and MCAFEEINE project gave me an

opportunity to apply my skills and knowledge, which we had gained
previously.
 It was an amazing experience with learning all the way, which help us to
brush up our knowledge.
 After an analysis of response received, it has been concluded that the people
are well aware of these brands.
 Little majority of people are visiting wholesale markets for buying these
products. From this article concludes that, the most of the respondents are
aware about these cosmetics products.
 The people now are considering these products as luxury.
 Now a days people want product made of natural ingredients.
 This research shows the preferences of brand between Mamaearth and
MCaffeine.
 This research shows that the consumer preference is MAMAEARTH rather
than MCAFEEINE.

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 SUGGESTION

 MCaffeine should increase its advertisement so the people get to know

about the brand and product.
 Mamaearth and MCaffeine should reduce their price a little so that its
affordable for all to purchase.

WEBLIOGRAPHY
 https://startuptalky.com/mamaearth-sucess-story/
 https://deshicompanies.com/company-profile/mcaffeine/

REFERENCE

 SCHIFFMAN, L., SHERMAN, E. and LONG, M., 2003. Toward a

better understanding of the interplay of personal values and the internet.
Psychology & Marketing, 20(2), pp.169-186.

 ORIAH AKIR, MD. NOR OTHMAN, Consumer’s shopping behavior

pattern on selected consumer goods, international review of Business
Research Paper, 6(4), 2010/9, pp. 279-294.

ANNEXURE
QUESTIONNAIRE

NAME:
1. Gender:
 Male  Female
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 2. Age-Group
 0-18
 19-30
 30-50
 50 above

3. Marital Status
 Married
 Unmarried

4. How often do you buy cosmetics products?

 Rarely
 Frequently
 Very frequently
 Do not shop

5. Which factor influence you the most while choosing your cosmetics
products?
 Peer groups
 Work place
 Family
 Advertisements
 Any other

6. Which brand you prefer the most?

 Mamaearth
 MCaffeine
7. Why do you choose this brand?
 Quality of product
 Brand name
 Price
 Availability

8. Which product you use most frequently?

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  Shampoos & Conditioners
 Body wash
 Lotions & moisturizer
 Baby products
 All of the above

9. What do you look first when you buy a product?

 Price
 Ingredients
 Brand
 Quality

10. How much you spend on these products monthly?

 Below 500
 500-1000
 1000-1500
 1500-2000
 2000-above

11. Since how long you have been using these products?
 Less than 1 year
 1-3 years
 above 3 years

12. Where do you prefer to buy these products?

 Online
 Supermarket
 Wholesale store
 Specialized store

13. Based on your experience which brand products are best?

 Mamaearth
 MCaffeine

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