Project Report

G.S.
COLLEGE OF COMMERCE & ECONOMICS,NAGPUR
Project Report
ON
A STUDY ON A CONSUMER BEHAVIOUR
TOWARDS SUGAR COSMETICS PRODUCTS
Submitted to
G. S. College of Commerce & Economics, Nagpur
Affiliated to
RashtrasantTukadoji Maharaj Nagpur University, Nagpur
In partial fulfillment for the award of the degree of
Bachelor of Business Administration
Submitted by
TANVI . M . TAKWAT
Under the Guidance of
PROF.LEENA KAPSE
G.S. College Of Commerce & Economics, Nagpur

Academic Year 2022 – 23
G.S.COLLEGE OF COMMERCE & ECONOMICS,NAGPUR
G.S. College Of Commerce & Economics , Nagpur

CERTIFICATE
This is to certify thatTanvi M. Takwat has submitted the project report titled A STUDY
ON A CONSUMER BEHAVIOUR TOWARDS SUGAR COSMETICS
PRODUCTStowards partial fulfillment of BACHELOR OF BUSINESS
ADMINISTRATION degree examination. This has not been submitted for anyother
examination and does not form part of any other course undergone by the candidate.
It is further certified that he/she has ingeniously completed his/her project as prescribed by
BBA Department (Autonomous) G.S COLLEGE OF COMMERCE AND ECONOMICS
NAGPUR
RashtriasantTukdoji Maharaj Nagpur University, Nagpur.
Prof Leena Kapse Dr.Afsar Sheikh
(Project Guide) (Co-Ordinator)
Place:
Date:
G.S. College Of Commerce & Economics, Nagpur

DECLARATION
I here-by declare that the project with title “A STUDY ON A CONSUMER
BEHAVIOUR TOWARDS SUGAR COSMETICS PRODUCTS‟‟ has been
completed by me in partial fulfillment of BACHELOR OF BUSINES
ADMINISTRATION degree examination as prescribed by RashtrasantTukadoji Maharaj
Nagpur University, Nagpur and this has not been submitted for any other examination and does
not form the part of any other course undertaken by me.
Tanvi .M. Takwat
Place:Nagpur
Date:
G.S. College Of Commerce & Economics , Nagpur

ACKNOWLEDGEMENT
With immense pride and sense of gratitude, I take this golden

opportunity to express my sincere regards to DR. S.S KATHALEY,
Principal, G.S. College of Commerce & Economics, Nagpur.
I am extremely thankful to my Project Guide Prof.Leena Kapsefor her

guideline throughout the project. I tender my sincere regards to Co-
ordinator, Dr AFSAR SIR for giving me outstanding guidance, enthusiastic
suggestions and invaluable encouragement which helped me in the
completion of the project.
I will fail in my duty if I do not thank the Non-Teaching staff of the college
for their Co-operation.
I would like to thank all those who helped me in making this project
complete and successful.
Tanvi .M. Takwat

Place: NAGPUR
Date:-
INDEX
PAGE
Sr.No. PARTICULARS
No.
1. Introduction. 01
2. Company Profile. 04
3. Research Study. 13
 Objectives. 15
 Hypothesis. 16
 Significance. 17
4. Research Methodology. 19
5. Data Analysis & Interpretation. 21
6. Literature Review. 37
7. Finding. 38
8. Conclusion. 39
9. Limitation. 41
10. Bibliography. 43
11. Appendix. 44
INTRODUCTION
1
TANVI TAKWAT, BBA IIIrd YEAR
INTRODUCTION
Sugar Cosmetics is one of the premium beauty brand in India. Sugar Cosmetics
founded by Vineeta Singh and Kaushik Mukherjee in 2012, headquarters is in
Mumbai, Maharashtra, India.
Sugar cosmetics is a fairly new company, but they‟re already making waves in the
cosmetics industry. They‟re known for their affordable, vegan, and cruelty-free
cosmetic products.
But how did they become so successful? Here, we‟ll explore Sugar cosmetics‟ success
story. From their founding to their growth strategy, we‟ll see how this company has
quickly become a force to be reckoned with.
Sugar cosmetics is a luxury cosmetics brand that was founded in 2012 by Vineeta
Singh and Kaushik Mukherjee.
The makeup brand is known for its high-quality, natural ingredients and its unique
packaging. Sugar cosmetics has become a cult favorite among beauty enthusiasts and
has been featured in magazines.
The company clocked Rs 105 crore in net revenue for the year 2019-2020. Sugar
Cosmetic‟s revenue is INR 500 crores. The Mumbai-based startup has raised an
investment of INR 35.5 crores in the past few years.
Their first product was a range of brightly colored lipsticks, which quickly became a hit
among Bollywood celebrities and everydaywomen alike.
Sugar Cosmetics was created with the goal of providing high-quality, affordable makeup
products to women everywhere.
The company offers a wide range of products, from lipstick and foundation to eyeshadow
and mascara. All of their products are cruelty-free and made with natural ingredients.
Within a year, Sugar Cosmetics had grown from a small operation to a full-fledged
business. Kaushik Mukherjee and Vineeta Singh were now selling their products in stores
all over the country, and they even had celebrity fans!
Sugar Cosmetics has since expanded its range to include eyeshadows, blushes, bronzers,
and more. The brand is now available online and in stores across India.
Nowadays, Sugar Cosmetics is one of the hottest makeup brands around. But it all started
with entrepreneur duo with a dream!
2
Sugar Cosmetics - Company Highlights
The Indian beauty e-commerce market, which is still in its early stages, might witness a
spate of acquisitions over the next 3 to 4 years as smaller, direct-to-consumer (D2C)
firms are rising, following pattern set in the US.
Startup Name SUGAR Cosmetics
Parent Company Vellvette Lifestyle, Vellvette
Headquarters Mumbai, Maharashtra, India
Industry Beauty,Ecommerce,BrandMarketing,Cosmetics
Founders Kaushik Mukherjee and Vineeta Singh
Founded 2012
Current CEO Vineeta Singh
Total Funding $80.8 Mn over 7 rounds
Revenue $26.85 Mn (FY22)
Website www.sugarcosmetics.com
3
COMPANY PROFILE
4
COMPANY PROFILE
Company Profile is an initiative by StartupTalk to publish verified information on

different startups and organizations. The content in this post has been approved by Sugar
Cosmetics.
Until the emergence of e-commerce and Direct-to-Consumer (D2C) selling, the Indian
beauty sector had been dominated by cosmetics majors for decades. In the beauty
industry, it's difficult to overlook the influence of direct-to-consumer companies like
Nykaa, Mamaearth, WOW Skin, Plum, and Sugar Cosmetics, which are quickly
becoming customers' go-to alternatives in metros and Tier 1 and 2 cities.
Established in 2015, Sugar Cosmetics came up with just two products, namely, a black
matte eyeliner and a black kohl pencil. Since then, the company has grown to 450
Warehouses.
5
Sugar Cosmetics - Founders and Team
Sugar Cosmetics was founded by Kaushik Mukherjee and Vineeta Singh in 2012.
Kaushik Mukherjee
Kaushik Mukherjee, the Co-Founder, and CEO of SUGAR Cosmetics is a BITS Pilani
and IIM Ahmedabad alumnus, and a TEDx speaker. He is also a marathon runner and an
Ironman triathlete.
Vineeta Singh
Vineeta Singh is the Co-Founder and CEO of SUGAR Cosmetics, India's fastest-growing
cosmetic business. She is a TEDx Speaker and an IIT Madras and IIM Ahmedabad
graduate. She is a triathlon as well as an ultramarathon runner. Vineeta is a popular face
on the Indian business reality show Shark Tank. Vineeta has also funded numerous
startups.
Sugar Cosmetics, a direct-to-consumer company, appointed Suchit Sikaria as its new

Chief Business Officer on July 5, 2021. Sikaria, an IIM-Ahmedabad alumnus, has over
14 years of sales, marketing, and business operations leadership experience with
Performics India and Nokia India. He was a VP and later a Managing Partner with
Performics, and has earlier served as the Area Sales Manager at Nokia. Sikaria also has
four years of startup expertise from his own entrepreneurial business, Bhukkadpanti,
which was built to serve as a food startup.
Loan Details.
SUGAR Cosmetics has raised a total of $87.5M in funding over 6 rounds. Their latest
funding was raised on Sep 3, 2022 from a Angel round. SUGAR Cosmetics is funded by
9 investors. Ranveer Singh and A91 Partners are the most recent investors.
6
Products From Sugar Cosmetics
1) All Set to Go Banana Powder.
This loose (finishing) powder is ideal for people who don‟t want that heavy makeup look
and want something that helps blot out the oil. Basically, if you‟re using ultra-hydrating,
or any product that leaves your skin oily (like certain types of sunscreen), dusting a bit of
this will help achieve a more matte look. It‟s also yellow toned, which also happens to be
the undertone for most Indian complexions.
Why we want it: For days we use only sunscreen in the heat
Price: INR 599
Rating: 4.5/5
7
2) SUGAR Goddess Of Flawless SPF30+ BB Cream.
The power of a BB Cream is only decided by how many functions it does (priming,
moisturising, sun protection, coverage, and the like), and we‟ve had our eye on the
Goddess Of Flawless BB cream for a while now because it offers SPF 30, comes in 5
shades, glides smoothly and stays all day. That being said, users have mentioned that
while it is completely matte, it does tend to be drying for those with normal to dry skin.
Why we want it: For its lightweight formula, and matte effect
Price: INR 699
Rating: 4.1/5
8
3) SUGAR Mettle Liquid Lipstick - 02 Vega (Deep Fuchsia)
A liquid lipstick available in 5 shades (all that work for most Indian skin tones), this one
wins for cute packaging and great pigmentation. If you‟re looking for bolder hues, the
Mettle Liquid Lipstick range has you covered. That being said, it will need to be
reapplied once you eat, and isn‟t transfer proof in general. We‟re eyeing the Cherry Red
and the Vega at the moment
Why we want it: For the colourpayoff
Price: INR 1,100
Rating: 4.5/5
9
4) SUGAR Grand Finale Matte Setting Mist
Tie your makeup together with a setting mist. Users say that this one keeps makeup on
(with no touchups) from 9-5, and can be used as a primer too. We want it because it sets
with a matte finish, and in summers, there‟s a fine line between dewey and oily that we
don‟t want to cross. The only downside of this product is how little of it you get. Also, if
you want a finishing spray that also has SPF, Sugar Cosmetics has an option for that too!
Why we want it: For the matte finish, and long-lasting setting
Price: INR 699
Rating: 4.3/5
10
Sugar Cosmetics - Business Model and Revenue Model

Sugar Cosmetics has a D2C model of business, which also uses an omnichannel approach
to sell its products. It helps Sugar sell its products in various e-Commerce marketplaces
like Amazon, Nykaa, etc. The major revenue streams of Sugar Cosmetics include the sale
of its products in India and other export sales.
Sugar Cosmetics - Funding and Investments

Sugar Cosmetics has raised $80.8 million in over 7 funding rounds that the company has
seen to date. It was the Series C round of funding that Sugar had last witnessed on
October 21, 2020, which infused $21 million into the company, after which it closed a
$50 million worth of funding in its Series D funding round that came from Asia Fund of
L Catterton and some other existing investors including Elevation Capital, India
Quotient, and A91 Partners.
11
THREAT OF SUBSTITUTE PRODUCTS
Thethreat of substitutes arises when there are similar products developed by competitors
which satisfy the market needs. When consumers have access to substitute products
which can satisfy their market needs, then manufacturers and suppliers lose their
bargaining power.
Chemical ridden products,vague ingredient labels, and hidden chemicals are three of the
major problems with the beauty industry. All these problems stem from one major
source: lack of regulation. Lack of regulation enables companies to put unsafe chemicals
in products and vaguely label chemicals as “fragrances”.
12
RESEARCH STUDY
13
RESEARCH STUDY
The Objective of this research paper is to study consumer buying behavior towards
cosmetic products. This research is conducted in Nagpur city and a survey method was
used to collect the data from 100 respondents. Personal care sector is an integral part of
the nation's economy with its huge potential. The personal care industry is one of the
largest consumer sectors in the country. The purchasing power and disposable incomes of
the Indian consumer have considerably increased, and it has created a niche for leading
organizations in this segment in the last decade, resulting in phenomenal growth in this
sector.
Among the total study population, 42% were encouraged mostly by television
advertisements and 28% from social media for buying skincare products and the rest 30%
were attracted by either newspaper and magazine or any beauty applications.
Studied consumerbuying behavior toward cosmetic products and found that most of the
respondents (50%) were encouraged by television advertisements for buying skincare
products. Similarly 36% of the respondents revealed the impact of television on selection
of cosmetic brands.
14
OBJECTIVES
Based on the research aim, some objectives have been conducted by the researcher of this
research paper. These objectives are mentioned below.
 To study various factors affecting consumer behavior towards cosmetic products

with special reference to Sugar.
 To study the demographic characteristics of consumers of

Cosmetic products.
 To study the awareness of consumers towards cosmetic

Product Research methodology.
15
HYPOTHESIS
H1- Quality and Buying decision have significant

relationship.
H2- Offers and Buying decision have significant

relationship.
H3- Promotion campaign and Buying decision have

significant relationship.
16
SIGNIFICANCE
17
SIGNIFICANCE
The present study will be useful to understand various factors affecting the consumers‟
behavior towards the Sugar beauty products. The study will be of great use to the start-
ups incosmetic segment to understand the factors of importance to beconsidered while
formulating the strategies and to design marketing and promotional program.
18
RESEARCH OF METHODOLOGY
19
RESEARCH OF METHODOLOGY
This study is descriptive and analytical in nature. The population for the study comprises
women cosmetic consumers in the state of Nagpur.
The primary data were collected from 100 sample respondents by using structured
interview schedule. Forthe purpose of selection of respondents, Purposive sampling
technique was used. The state of Nagpur is divided into three regions on the basis of
geographical location namely South, Central and North.
20
DATA ANALYSIS &

INTERPRETATION
21
DATA ANALYSIS & INTERPRETATION
There is a direct relation between the satisfaction of buyers and their desire to buy the
same goods. After every purchase or use of a product, consumers experience either a
sense of satisfaction or dissatisfaction. The consumers are said to be satisfied if and when
the perception of consumers about the characteristics of products meet their expectation.
If the perception of a consumer does not meet their expectation, the consumers feel
dissatisfied. In this context an assessment of the satisfaction of the female consumers
about the lip care, eye care, nail care and skin care products of different manufacturers of
cosmetic products seems relevant. The variables which are used to measure satisfaction is
listed in table below
Elements of satisfaction
Sr.no Elements of satisfaction

1 Quality
2 Design
3 Ingredients
4 Value for money
5 Safety of the product
The beauty and skincare segment took a hard hit during 2020 due to COVID 19
disruptions as buying preferences swayed toward essential products and conventional
supply chains for the segment went through an upheaval.
D2C focused brands felt the heat of the countrywide lockdowns which took some steam
out of their growth numbers during the first half of last fiscal. Sugar Cosmetics has
bucked the trend as it managed 22% growth in its operating revenue during the last fiscal
year.
22
The Vineeta Singh-led company booked operating revenues of Rs 126.4 crore during
FY21 as compared to Rs 103.71 crore earned in FY20, according to the company‟s
annual financial statements.
23
Sugar procures cosmetics products from manufacturers in India and abroad, and the cost
of stock in trade (including testers and consumables) is the largest cost centre for the
company, accounting for 28.6% of its annual expenses. This cost remained relatively flat
due to a slow down in demand and procurement roadblocks, amounting to Rs 42.6 crore
during FY21 (including imports of Rs 25.9 crore).
Freight and packaging expenses grew in line with order volume, increasing by nearly
24% to Rs 8.8 crore in FY21 from Rs 7.1 crore during FY20. Importantly, Sugar
managed to localize all of its packaging procurement to India in FY21 as opposed to
FY20 during which it imported packaging worth Rs 53.5 Lakhs.
24
Further, Sugar Cosmetics pays commission on sales to retailers and online marketplaces
and these payments ballooned by 129% YoY to Rs 3.5 crore during FY21 as buyers
preferred these established sellers including Amazon and Nykaa.
The growth stage startup also increased its employee base during the last fiscal with
employee benefit payments accounting for nearly 13% of its annual costs. These
payments grew by 51.2% from Rs 12.7 crore to Rs 19.2 crore (including ESOP related
costs of Rs 4.61 Lakhs).
Sugar Cosmetics also employs outsourced support and labour for its supply chain
operations and spent Rs 22 crore for the same while information technology costs
amounted to Rs 1.6 crore during FY21.
Rent and utility payments of Rs 4.3 crore pushed annual expenditure to around Rs 149
crore in FY21, which grew by 18.2% from Rs 126 crore spent in total during FY20.
Sugar Cosmetics spent Rs 1.18 to earn a single rupee of operating revenue during FY21.
While there was a slowdown in growth due to extraneous factors, the company has
managed to improve EBITDA margins by 240 BPS to -11.98%. Improved margins
coupled with 22% growth in scale, helped the company to curtail its annual losses by
25.3% to Rs 21.1 crore as opposed to Rs 28.23 crore lost in FY20.
25
Going by the CEO‟s claims, Sugar Cosmetics is likely to grow its top line by over 2X to
cross Rs 300 crore in revenue in the ongoing fiscal (FY22).
Sugar Cosmetics‟ relative strength in tier I and II cities with products „tropicalised‟ for
local conditions in both price and feature terms has held it in good stead so far. However,
just as digital media has enabled its growth, it will also throw up its biggest growth
challenges, especially on the branding side, where „platforms‟ like Nykaa seek to
dominate, even as specific brands carve out their own niches. It will continue to be
challenged by marketing costs for some time to come, and if does hit the Rs 300 crore
milestone in 2022, expect it to rework its strategy in a big way to keep the momentum
going. Be it in terms of new products, channels, or approaches to sell.
26
The analysis of the demographic variables which were collected through the medium of
questionnaire has been done as per the objectives in the following manner.
1. Gender of the respondents:-
no. of respondents
30%
female
male
70%
Interpretation
It is depicted in the above figure that 70% of the total respondents who are the users of
cosmetic products are females while males who are the users of the same contributes only
30% of the total respondent rate.
27
2. Age of the respondents:-
no. of respondents
10%
14% 38%
15-25
26-35
19% 36-45
46-55
19% 56 and above
Interpretation
It can be interpreted that out of the total respondents nearly, 38% of the respondents who
buy cosmetic products lie in the age group of 15-25 years. Thus, it can be said that those
who majorly demand and buy the cosmetic products are the youngsters.
28
3. Monthly family income of the respondents:-
No. of respondents
1%
26% 31%
25000-50000
50000-75000
75000-100000
100000 and above
42%
Interpretation
It is represented in the above diagram that the people who have income between 25,000-
50,000 and those who lie in the income level of above 50,000-75,000 are the ones who
demand and use the cosmetic products comparatively greater than the other income level.
It implies that the products which are available to the consumers are not too expensive, it
all depend on the choice, preference and habit of an individual when it comes to cosmetic
products.
29
4. Are you able to find products on the market suitable for your skin type?
No. of repondents
25%
yes
no
75%
Interpretation
It is represented in the above diagram that people who find that the products in the
markets suitable for their skin are 75% and those who think that products available in the
market are not suitable for their skin are 25%.
30
5. Do you like smell in your cosmetics products?
No. of respondents
20%
yes
no
80%
Interpretation
It is represented in the above diagram that who like the smell of the products are 80% and
that of who does not like the smell of the products are 20%.
31
6. How regular do you use cosmetic products?
No. of responents
45%
once daily
twice daily
55%
Interpretation
It is represented in the above diagram that mostly 55% of the people are using cosmetic
products twice in a day and 45% are those who use once daily.
32
7. Occupation of the respondents:-
No. of respondents
5%
15%
student
businessman
50% corporation executive
12%
govt employee
others
18%
Interpretation
It is represented in the above diagram that majority of the cosmetic users are the students
at 50% of the respondents came out to be students. But this result is majorly because the
questionnaire was mostly circulated among the students and it cannot be ascertained from
the diagram that students are the major users of such product though they form a large
percentage of the cosmetic users.
33
8. What is your skin type?
No. of respondents
8%
20%
20%
dry skin
oily skin
12% combination skin
40% sensitive skin

normal kin
Interpretation
It is represented in the above diagram that 40% of the respondents are having oily skin
and 20% of the respondents are having both dry skin and sensitive skin and 12% are
having combination skin and 8% are having normal skin.
34
9. Number of respondents who buy products on discount?
No. of respondent
25%
yes
no
75%
Interpretation
It is represented in the above diagram that higher percentage i.e.75% are those who buy
products on discount and 25% are those who buy products without discount.
35
10. Number of respondents who buy product after seeing advertisements?
No. of respondents
40%
yes
no
60%
Interpretation
It is represented in the above diagram that customer buy a product in large quantity
i.e.60% after seeing the advertisements and 40% are those who buy without seeing the
advertisement.
36
LITERATURE REVIEW
Beauty Products – Reviews & Recommendations
1) BY Mehak Sehgal.
In my experience, sugar is one of the best brands available in India

for their quality of cosmetics is on par with some very good
international brands (like Colorpop).
If I had to recommend theirbest product and must-try products, they would be:
Matte as hell crayon (in the shades holly go lightly and scarlet o
hara). Their StrokeOf Genius Heavy Duty.
The eyeshadow quads and full-size pallets: these are soft on the
lids, buttery, and very pigmented.
2) BY Sonali Khan.
Most affordable makeup brand.

You can just close your eyes and pick up their products. Trust me on this when I say that
their products have superb quality, and their prices are more than reasonable.
Plus they always have some offers going on at their website so you can always save some
money. I love their liquid lipsticks, it is the best quality(smudge me not lipsticks) if you
love matte smudge proof lipsticks. Plus they have a wide range of products in terms of
eye, face and lip makeup.
You could also try their foundation sticks. The longitivity of their products is very good,
plus the makeup will not look cakey. They always deliver the products on time.
37
FINDINGS
The major findings related to the elements of satisfaction of consumers towards cosmetic
products are
1) Regarding the Lip care, Eye care and Nail care products, the respondents are highly
satisfied with the quality of the cosmetic products of the brand Sugar. But the situation is
different in the case of skin care products, where the respondents are satisfied with the
products of the brand Himalaya. It is found that there is a significant relation between the
quality of the product and the satisfaction of the respondents of cosmetic products of
different brands.
2. Regarding the design, the consumers are highly satisfied with the brand Sugar
followed by theunbranded cosmetic products, Revlon, Loreal and Himalaya. There is a
significant relation between the
design of the product and the satisfaction of the respondents of cosmetic products of
different brands.
3. As far as the ingredients of the product is concerned, the consumers are satisfied with
regard to lipcare, eye care, nail care, skin care of the product of Sugar. But in case of the
skin care products the usersof cosmetics are highly satisfied with the herbal products of
Himalaya. It is found that there is a significantrelation between the ingredients of the
product and the satisfaction of the respondent towards the cosmeticproducts of different
brands.
4. With regard to Lip care, Eye care and Nail care products, the respondents are highly
satisfied with thevalue for money of the product of the brand Sugar. But in the case of
skin care products, the femalecosmetic users are satisfied with the products of the brand
Himalaya. Result of Kruskal Wallis test indicatedthat There is significant relation
between the value for money and the satisfaction for the cosmetic productsof the brand
Sugar, Revlon, Loreal, Himalaya and the unbranded
38
CONCLUSION
39
CONCLUSION
Cosmetic Industry forms a major portion of the entire market in the world. Indian cosmetic
industry includes all kinds of make -up products, soaps, toothpaste etc. and since 1990s after
liberalization; this industry has gained the momentum, touching the mountains and the clouds.
The growth is expected to grow at 20% per annum and this growth is majorly expected from
increased demand of the herbal or the organic products (with the introduction of Patanjali
Products). Many new companies are building their new role and finding a new place in this
industry and the old ones are trying to increase their respective shares in the market.
In India, the overall demand for the cosmetic products tends to increase but the reasons for
rapid increase in its demand may vary. Some may demand due to the skin problems, some
may demand due to the hygienic maintenance (they want to keep their skin free from serious
affects like pollution of India) while some may demand out of the fashion design and so on.
So, this study has been carried out in order to find and illustrate the different factors that would
lead to the demand of the cosmetic products. For simplicity, the factors are divided into 3
broad categories- Social, Cultural and Psychological.
More consumers are entering into the industry of cosmetic products as seen by the findings of
the research study because of the benefits it offers to the costumer such as glowing and fresh
skin, no marks and anti- marks, image of stylish and confident, treated as updated with the
fashion and its following design, healthy skin and so on. In other words, the main motivating
and the influential factors (in terms of average) seen during the entire research is the
information followed by influences and past experiences in affecting consumer behavior
towards purchasing the cosmetic products. As a result of these motivating factors, consumers
are buying the different types of cosmetic goods.
In order to have the more scope of this industry, it is necessary to increase the awareness
among the people regarding the use of cosmetic products and the benefits provided by them
and, if required, to change the mind-set of the people. A huge buyers and sellers across
demographics are buying these products due to the changing lifestyles that emerge due to the
generation gap and the change in the shopping habits.
40
LIMITATIONS OF THE STUDY
41
LIMITATIONS OF THE STUDY
During the course of study the following major limitation were observed,
1) Time is the major limitation, which has affected the inferences drawn in the study.
2) Some of the respondents were reluctant to share the information with the researcher.
3) As only one city was surveyed, it does not represent the overall view of the Indian
market.
42
BIBLOGRAPHY
Websites :
https://startuptalky.com/sugar-cosmetics-success-story/
https://sugermint.com/sugar-cosmetics-success-story/
https://go.lbb.in/ItEdZnHWuxb
https://entrackr.com/2022/03/sugar-cosmetics-revenue-crosses-rs-126-cr-in-fy21-
controls-losses/
Newspapers :
The Times of India

Business Times Lokmat
The Indian Express
The Navhindu Times
43
APPENDIX
44
Questioners
1) What is your age group ?
o 18 to 25
o 26 to 35
o 36 to 50
o 50 to above
2) What is your gender ?
o Male
o Female
3) Are you able to find products on the market suitable for your skin type?
o Yes
o No
4) Occupations of the respondents?
o Student
o Employee
o Corporation Executive
o Business Man
o Others
5) Do you like smell in your cosmetics products?
o Yes
o No
45
6) How regular do you use cosmetic products?
o Twice daily
o Once daily
7) What is your skin type?
o Dry skin
o Oily skin
o Combination skin
o Sensitive skin
o Normal skin
8) Monthly income of the respondents?
o 25,000-50,000
o 50,000-75,000
o 75,000-1,00,000
o 1,00,000 and above
9) Do you have a particular place where you buy your skin care products?
o Stores
o Online
o Supermarkets
o Markets
10) Is packaging important to you and why?
46

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G.S.

COLLEGE OF COMMERCE & ECONOMICS,NAGPUR

In partial fulfillment for the award of the degree of

Bachelor of Business Administration

Under the Guidance of

G.S. College Of Commerce & Economics, Nagpur

G.S. College Of Commerce & Economics , Nagpur

ON A CONSUMER BEHAVIOUR TOWARDS SUGAR COSMETICS

PRODUCTStowards partial fulfillment of BACHELOR OF BUSINESS

BBA Department (Autonomous) G.S COLLEGE OF COMMERCE AND ECONOMICS

RashtriasantTukdoji Maharaj Nagpur University, Nagpur.

Prof Leena Kapse Dr.Afsar Sheikh

(Project Guide) (Co-Ordinator)

G.S. College Of Commerce & Economics, Nagpur

I here-by declare that the project with title “A STUDY ON A CONSUMER

BEHAVIOUR TOWARDS SUGAR COSMETICS PRODUCTS‟‟ has been

completed by me in partial fulfillment of BACHELOR OF BUSINES

ADMINISTRATION degree examination as prescribed by RashtrasantTukadoji Maharaj

not form the part of any other course undertaken by me.

Tanvi .M. Takwat

G.S. College Of Commerce & Economics , Nagpur

With immense pride and sense of gratitude, I take this golden

I am extremely thankful to my Project Guide Prof.Leena Kapsefor her

Tanvi .M. Takwat

Sugar Cosmetics - Company Highlights

Startup Name SUGAR Cosmetics

Parent Company Vellvette Lifestyle, Vellvette

Headquarters Mumbai, Maharashtra, India

Founders Kaushik Mukherjee and Vineeta Singh

Current CEO Vineeta Singh

Total Funding $80.8 Mn over 7 rounds

Revenue $26.85 Mn (FY22)

Company Profile is an initiative by StartupTalk to publish verified information on

Sugar Cosmetics - Founders and Team

Sugar Cosmetics, a direct-to-consumer company, appointed Suchit Sikaria as its new

Products From Sugar Cosmetics

1) All Set to Go Banana Powder.

Price: INR 599

2) SUGAR Goddess Of Flawless SPF30+ BB Cream.

Price: INR 699

3) SUGAR Mettle Liquid Lipstick - 02 Vega (Deep Fuchsia)

Why we want it: For the colourpayoff

Price: INR 1,100

4) SUGAR Grand Finale Matte Setting Mist

Price: INR 699

Sugar Cosmetics - Business Model and Revenue Model

Sugar Cosmetics - Funding and Investments

THREAT OF SUBSTITUTE PRODUCTS

 To study various factors affecting consumer behavior towards cosmetic products

 To study the demographic characteristics of consumers of

 To study the awareness of consumers towards cosmetic

H1- Quality and Buying decision have significant

H2- Offers and Buying decision have significant

H3- Promotion campaign and Buying decision have

DATA ANALYSIS &

DATA ANALYSIS & INTERPRETATION

Sr.no Elements of satisfaction

1. Gender of the respondents:-

2. Age of the respondents:-