International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)

Impact Factor: 4.675, ISSN (Online): 2456 - 3145

(www.dvpublication.com) Volume I, Issue I, 2016
A STUDY ON CONSUMER AWARENESS, ATTITUDE AND
PREFERENCE TOWARDS HERBAL COSMETIC
PRODUCTS (With Special Reference to Udumalpet Taluk)
M. Vasuhi* & R. Kavitha Rani**
* Head, Department of B.Com (CA), Vidyasagar College of Arts and Science,
Udumalpet, Tamilnadu
** M.Phil Research Scholar, Vidyasagar Colloege of Arts and Science, Udumalpet, Tamilnadu
Cite This Article: M. Vasuhi & R. Kavitha Rani, “A Study on Consumer Awareness, Attitude and Preference
towards Herbal Cosmetic Products (With Special Reference to Udumalpet Taluk)”, International Journal of
Interdisciplinary Research in Arts and Humanities, Volume 1, Issue 1, Page Number 64-66, 2016.
Abstract:
Cosmetics and toiletries are not just the domain of women more body sprays, perfumes and other
cosmetics and toiletries with rising demand from men, the Indian market is getting enlarged and many players
are coming out with cosmetic products especially skin care products for women and men Globalization will
certainly increase cosmetic products penetration and all professional shall equip themselves to exploit
opportunities offered by this sector. This gives me an opportunity to work on with endeavor focusing on the
consumer perception and satisfaction of women towards cosmetics with special reference to Herbal Products.
Key Words: Herbal, Cosmetics & Attitude
1. Introduction:
The concept of beauty and cosmetics is an ancient as mankind and civilization women are obsessed
with looking beautiful. So they use various beauty products that have herbs to look charm and young. Indian
herbs and its significance are popular worldwide. Herbal cosmetics have growing demand in the nature. There
are a wide range of women around the world. The Indian cosmetics industry has a plethora of herbal cosmetics
brands like Himalaya Herbal, Lotus Herbal, Khadi Herbal, and many more adding to the list. The Indian
cosmetics market is defined as skin care, hair care, color cosmetics, fragrances and oral care segments.
Statement of the Problem:
Consumers are the masters of their money and they have an enormous influence on the economic
market change because they possess the ability to implement and coordinate their choice of spending or saving
in the purchase decision. Consumers are influenced by their attitude towards the product and therefore marketers
need to implement their strategies and tactics frequently in order to achieve more consumers. Satisfaction and
accurate target in finding out what customers are aware off and their attitude and there by offering products
according to this needs will help the industry stake holders to enrich their customer experience and accelerate
growth of the market.
Objectives:
 To study the consumer awareness of herbal cosmetic products.
 To study about the factor influencing the consumer to use the herbal cosmetic products.
Scope of the Study:
The present study will be helpful in understanding the consumer attitude of the different strata people
in the Indian society especially in Udumalpet Taluk, Tamil Nadu towards Herbal Cosmetic Products. The
classification of the different strata of the people in area wise, gender wise, age wise, income wise, etc..,. The
study will also be helpful in analyzing the customer attitude towards the different factors identified after the
focus group discussions for the future studies by the researchers and academicians.
Methodology:
The methodology adopted for the present study consists of six parts they are
Period of the Study:
The study was conducted for a period of six months
Sources of Data:
The study is based on primary data collection. The data has been collected from the users of herbal
cosmetics products. The secondary data was collected from the articles, journals, newspapers and various
websites; it has been used in the review of literature, chapter and
Profile of the organizations.
Sampling Design of the Study:
The sampling technique in this project is convenient sampling. The sample size comprises of different
types of users who are using herbal cosmetic products. A sample of 50 respondents was taken into account for
finding their uses for the herbal cosmetic products.
Tools for Analysis:
The following are the tools applied on the respondents given by the respondents to analyze and derive
the result.
 Karl Pearson‟s co-efficient of correlation

64
 International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume I, Issue I, 2016
 Average Ranking analysis
Limitation of the Study:
 The area was wide since it is confined only to Udumalpet Taluk so results cannot be universally
accepted.
 The study is limited to the sample size of 50 respondents only. So this cannot be a “full proof”.
2. Review of Literature:
Mitra & Kapoor (2009) state tannins are important complex organic compounds; such are partially
covered in vegetable color yielding materials. These are important agro-chemical. Which create affinity between
adjective dyes and hairs? The main source of tannins is the bark and wood of acacia, oak, wattle, etc.
According to the study conducted by Dr. Vinith Kumar Nair and Dr. Prakash Pillai R (2010) male
consumers generally prefer to purchase and make the brand selection of cosmetics individually. Quality is the
major factor influencing the purchase decision of male consumers.3
According to the study conducted by Ashok Yakkaldevi(2013) on the consumer behavior towards
cosmetics apart from psychology and economics the role of history and tradition in shaping the Indian consumer
behavior is quite unique. Consumers are also associated with values of care and affection.
3. Profile of Herbal Cosmetics Brands:
Himalaya Herbals:
Himalaya Herbals is a range of 100% natural and safe products with rare herbs collected from the
foothills of the Himalayas. Each product combines the best of Ayurveda with years of dedicated research.
Lotus Herbals:
Lotus Herbals is India‟s leading natural cosmetics company. Combining ancient wisdom from the
Vedas with 21st century technology, it‟s range of over 250skincare, hair care, sun care and make-up products
for the retail and Professional markets.
Vaadi Herbals:
Vaadi herbals Pvt Ltd has combined Ayurvedic science with modern technology to develop a whole
new range of personal care products. Its range consists of hair care, skin care, and face care and body care
products enriched with the extracts of best quality natural herbs to cater to the needs of the whole family.
Just Herbs:
Just Herbs is a company which is the embodiment of the old or traditional and the new or modern. The
Aurvedic Bhaishajyas (texts) makes it old and new because it brings forward the modern ready-to-use forms.
4. Analysis and Interpretation:
A) Karl Pearson’s Co-Efficient of Correlation:
Table - 1
Let monthly family income per month of the respondents taken as (X) and spending for herbal
cosmetics product per month of the respondents taken as (Y).
Coefficient of Correlation:
Income and Spending Level on Herbal Cosmetic Products per Month:
Income Spend X=x-x Y=y-y X2 Y2 XY
17 21 4.5 8.5 20.25 72.25 38.25
14 17 1.5 4.5 2.25 20.25 6.75
10 7 -2.5 -5.5 6.25 30.25 13.75
9 5 -3.5 -7.5 12.25 56.25 26.25
50 50 0 0 41 179 85
The correlation value between family income per month and spending for herbal cosmetics product per
month is 1. So there exist of perfect positive correlation between the two factors.
B) Average Ranking Analysis:
Average ranking analysis is used to analyses the ranks given by the respondents for various factors, the
weights has given to various ranks and total scores are calculated based in total scores and then the ranks are
allotted according to average ranking scores.
Table - 2
Average Ranking Analysis:
Ranking Factor Influencing By the Respondents:
Factor 6 5 4 3 2 1 Total Mean Rank
Price 3 10 10 9 8 5 50
Score 48 50 40 27 16 5 186 3.72 4
Quality 13 11 10 8 4 4 50
Score 78 55 40 24 8 4 209 4.18 1
Quantity 12 12 9 8 6 3 50
Score 72 60 36 24 12 3 207 4.14 2
Packing 6 8 9 11 9 7 50

65
 International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH)
Impact Factor: 4.675, ISSN (Online): 2456 - 3145
(www.dvpublication.com) Volume I, Issue I, 2016
Score 36 40 36 33 18 7 170 3.4 5
Flavor 7 5 7 8 11 12 50
Score 42 25 63 24 22 12 188 3.76 3
Offer 4 4 5 6 12 19 50
Score 24 20 20 18 24 19 125 2.5 6
The above table reveals that the respondents have assigned “Quality” was the primary factor ( Rank I)
and “Price” as the next factor (Rank II), third rank to flavor, fourth rank to quantity, fifth rank to packing, and
sixth rank to offer.
5. Findings Suggestion sand Conclusion:
Findings:
 There exist of perfect positive correlation between the two factors. I.e. family income per month of the
respondents and spend for herbal cosmetics product per month of the respondents.
 Majority of respondents, ranked first to quality of the product.
 There is a significant relationship between age and period of using the products.
 There no relationship between Educational Qualification and level of satisfaction about herbal
cosmetics products.
Suggestions:
 The price of the herbal cosmetics product can be reduced which would attract more customers.
 The manufacturers could reduce the chemical combination in the herbal cosmetics products.
 The manufacturers can conduct a survey for knowing the consumer need.
 Window display is also an attractive method for attracting the minds of the people, especially the
housewives.
Conclusion:
The study reveals that most of the respondents are aware of the herbal cosmetics. The people now are
not considering the cosmetics as luxury, most of the consumers feel that there are more chemicals in cosmetics,
which cause many side effects, and started switching over to herbal based cosmetics. The cosmetic
manufacturing company after realizing the need of the customer started providing herbal based cosmetics. Many
respondents feel that there is more chemical combinations in the herbal cosmetics, which can be reduce by the
manufactures, so that t would increase its usage by the customers. This study enables the manufactures to know
the need and preference of the customers which can be implemented by them to improve their products.
References:
1. Mitra R and Kapoor V P (1999), Tannins containing plants part II: Historey, distribution, sources and
uses. In: Appied Botany Abstract, NBRI, Lucknow, and Vol. 19(4), pp. 279-314.
2. Dr. Vinith Kumar Nair and Dr. Prakash Pillai R, International Marketing Conference on “Marketing &
Society”, 8-10 April, 2007, IIMK.
3. Fan Shean Cheng, Cheng Soon Ooi, and Ding Hooi Ting, International Review of Business Research
Papers, Vol.6 (1) February 2010, Pp. 574‐590.
4. Sundari, R & Murugan, MS 2011, „Brand Loyalty‟s Influence on Women‟s Buying Behavior with
Special Reference to Personal Care Products‟, International Journal of Commerce, IT and
Management”. Vol. 1(2), pp. 56-62.
5. K. Veerakumar (2016) article titled “A Study on Impact of Customer Satisfaction on Brand Loyalty”
International Journal of Scientific Research and Modern Education, Vol-I, Issue-I, June – 2016.
P.No.661-663.
6. R. P. Manjula & Dr. R. Shanmugan (2016) “A Study on Customer Preference towards Cyber Crime
with Banking Industry” International Journal of Multidisciplinary Research and Modern Education,
Vol-II, Issue-I, 2016. P.No.597-603.
7. T. M. Shankar (2016) “An Empirical Study on Customer Awareness, Preference and Satisfaction on
Private Label with Special reference To „Reliance Select‟ in Coimbatore City” International Journal of
Engineering Research and Modern Education, Vol-I, Issue-I, 2016.P.No.494-503.
8. V. Sini & Dr. C. R. Karpagam (2016) “A Study on Policy Holders Awareness and Preference towards
Health Insurance” International Journal of Scientific Research and Modern Education, Vol-I, Issue-II,
2016.P.No.23-28.
9. http://www. Makingcosmetics.com/index.htm
10. http://www.theherbarie.com/index.html
11. http://www.bluvenus.com/SW/herbal/index/htm

66