Pearl Academy , New Delhi

Fashion business management

(2014-2018)Research Methods II

& Statistical Analysis II

Forest Essentials

Submitted to : Mrs. Vasundhra Gupta/Mrs. Usha Aggarwal

Submitted by : Harshita Dua, Anushka Oberoi, SiddhantDate: 06/05/2015

Pearl Academy , New Delhi

Fashion business management

(2014-2018)Research Methods II

& Statistical Analysis II

Forest Essentials

Submitted to : Mrs. Vasundhra Gupta/Mrs. Usha Aggarwal

Submitted by : Harshita Dua, Anushka Oberoi, SiddhantDate: 06/05/2015

Acknowledgement

This research was supported by Pearl Academy of Fashion. I would like to thank our Pearl faculty who provided expertise that greatly assisted the

research. I would also like to show my gratitude to Mrs. Vasundhra Gupta / Mrs. Usha Aggarwal and Mr. Piyush Pandey faculty of our Pearl Academy for sharing their pearls of wisdom with us during this research. We are also

indebted to the following people for their help and support.

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CONTENTS

S.No. Topic Page No.1. Executive summary 32. Background study 4-132.1 Introduction

2.2 The start

2.3 The USP

2.4 Marketing strategy

2.5 SWOT analysis

2.6 Competitor analysis

2.7 Primary research

2.8 Problem statement

2.9 Research problem

3. Literature review 14-183.1 Brand

3.1.1 Luxury brand

3.1.2 Luxury vs. premium

3.1.3 Skincare luxury brand market research

3.2 Consumer role

3.2.1 Consumer attitude towards luxury brand

3.2.2 Brand loyalty

3.2.3 Consumer behavior towards luxury skincare brands

4. Knowledge gap

5. Research methodology

6. Data analysis tools and findings 19-297 Conclusion 30-318 Referencing and Recommendation 329 Bibliography 33-3410 Annexure 35-38

Executive SummaryForest Essentials

Page 2

Our report is aimed at filling the gap that came to us as an unanswered question in the brand Forest Essentials. It is one of the India’s leading Luxury Skincare Brand known for it’s Herbal Products. It is facing a severe competition in the race of Herbal Skincare Brand Market. To stay on the top, it needs to cope up with the changing needs and demands of the consumers. Forest Essentials needs to spot the problematic areas and get rid of them in order to become better than its competitors. The report was directed to solve the problem that came to us as an unanswered question which was Less Acceptance by Consumers Towards Indian Luxury Skincare Brand. People were interviewed and surveyed through primary and secondary sources and was concluded that This Luxury Brand does not believes in Advertising much and depends much on their Loyal Customers. Hence, there is low consumer preference due to Lack of Advertising and Promotional Strategies.

Background Study

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Do more of what makes your soul shine

Welcome to a world where ancient wisdom is influenced with a modern aesthetic. The name forest Essentials comes from the fact that all ingredients are sourced from plants, herbs and trees naturally grown in our forests. A pioneer in the Luxury Ayurveda segment, today it has become the quintessential Indian Beauty Brand where secrets of ancient beauty rituals for skin and hair care have been brought to life through pain-staking research and made available to modern day customers. Our spring water is sourced from the heart of a forest. Forest Essentials was founded in the year 2000 after many years of meticulous research. After many years of development with trained Ayurvedic physicians, a range of natural skin care and hair care products was evolved. Forest Essentials creates the future traditions of beauty. They believe that every product must be as enjoyable as it is effective. Innovative formulas advance the performance of familiar and exotic ingredients. In Ayurveda we believe that everything in the universe is created from the five basic elements or ‘?”Panchamahabhutas”. Even man is created from these five basic elements andthey represent the five senses and their respective organs in a human being. At Forest Essentials , their product embody this philosophy of the panchmabutas and are pleasing to all five senses : Hearing , Touching , Seeing , Tasting , Smelling

1. Hearing: products are made while chanting so vibrations are absorbed in the product. Touching: The sensual textures of products.

2. Seeing: Visual appeal and color of their products and packaging.

3. Tasting: Products have optimal herb extracts.

4. Smelling: The unique fragrances of their products.

Typically, an Ayurvedic treatment would be highly beneficial, but not pleasantly scented and messy to use. By keeping its benefits intact, yet making it possible for the discerning women of today, to integrate this well-being into her everyday life, is the special focus of Forest Essentials.

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1 - Ayurveda: Your Constitution and its Inner Balance

Ayurveda is considered by many scholars to be the oldest healing science . In Sanskrit , Ayurveda means “ The Science of Life”. Ayurvedic knowledge originated in India more than 6000 years ago and is often called the “Mother of All Heading” . One of the greatest sages of India, Srila Vyasadeva wrote down the Vedas for the first time. The Vedas, regarded as Sruti ("that which is heard"), form part of an oral tradition in the form of an ancient teacher-disciple tradition. As per Hindu tradition the Vedas were 'revealed' to the Rishis referred to in the texts, not composed or written by them.

The four main Vedas are the Rig, Sama, Yajur and Atharva Veda. The Vedas are the main scriptural texts of the Sanatana Dharma, and are a large corpus of texts originating in Ancient India. Even though many historians have tried to affix dates to the Vedas there is as yet no common consensus as there is for the scriptures of other religions. The Vedas are arguably the oldest surviving texts in the world. Ayurveda was a sub section attached to the Atharva Veda. Ayurveda is the oldest and most holistic health system available to human beings today. This ancient wisdom of healing, prevention and longevity was a part of the spiritual tradition of a universal religion before it was written down in texts.

Ayurveda places great emphasis on prevention and encourages the maintenance of health through close attention to balance in one’s life, right thinking, diet, lifestyle and use of the herbs. Knowledge of Ayurveda enables one to understand how to create this balance of body, mind and consciousness according to one’s own individual constitution and how to make lifestyle changes to bring about and maintain this balance.

Just as everyone has a unique fingerprint, each person has a particular pattern of energy- an individual combination of physical, mental, and emotional characteristics – which comprises their own constitution. This constitution is determined at conception by a numbers of factors and remains the throughout one’s life .

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The StartForest essentials have changed the series of beauty. Forest Essentials creates the future traditions of beauty. Forest Essentials believes that every product must be as enjoyable as it is effective. Forest essentials first invasion was to manufacture handmade soaps, made from oils, which were processed using the cold pressed methods, which left the rich nutrients in the oil intact. This age old process was virtually not being used in the present day, so “kolhu’s or old fashioned grinders had to be procured where oil is extracted by hand. To this were added steam distilled pure essential oils for fragrance, herbal infusions, and organic whole fruits and vegetables. These soaps were made by hand, using traditional Indian recipes. These sold faster than they could be produced, showing there was an integral need fine quality handmade products. This actually was the start of Forest Essentials.

The USPThe USP of forest essentials is that the products are not made in factories. They are made in Himalayas, in villages in Uttaranchal-hub of Ayurveda, using local labor. The spring water of forest essentials is the main products of this brand. It has therapeutic and regenerative qualities and has been certified by laboratories in France as being rich in minerals deposit, which are its unique properties. This water is used in all products of Forest Essentials. It is sourced from the heart of the forest.

THE THREE COUNTEANCES OF BEAUTYWhen we determine someone's prakriti or skin type, what we are actually doing is detecting which dosha is most dominant in the person's constitution. First, the qualities of absolute beauty poise, radiance, and vitality are the same in everyone; yet they express themselves through our different natures. One has the features of Vata; another, Pitta; and the third Kapha. They are simply different by design, and all perfect in their own right.

A PORTRAIT OF VATA

When you understand the wind, you can appreciate Vata's beauty. Her skin is thin and fine-pored all over, and ever so slightly cool and dry. The features are often refined and delicate and, her

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cheekbones maybe high. She looks serene in warm pastels and dazzling in jade or emerald and gold. Vata is quick in passion and attachment. When she is out of sorts, her unsettled attention becomes easily worried and anxious; and her complexion becomes excessively dry, with fine lines etched above the brow. There is nothing so unsettling to Vata's sensibilities as a harsh voice or crass language, and nothing so soothing and grounding as a soft touch, the sweet scent of Jasmine or Rose.

A PORTRAIT OF PITTA

The heat is of fire is penetrating and stimulating, always dehydrating and sometimes scorching.. Once you've stared into her fiery gaze you cannot forget Pitta's beauty. Her eyes are penetrating, with perfect lashes and brows. Her skin is warm and soft, and her scarlet lips are evenly shaped. Cool green and blues balance her intensity and pearls, moonstone, and silver bring out the sparkle in her eyes. When she is happy, no one is warmer or more delightful. Beware of getting burned, however. Her motto in life should be 'Chill out or burn out'. Pushed to her extremes, her mood turns angry and argumentative and her behavior, intolerant and compulsive. Pitta has to cool down herself with a rest from activity, a change of scenery, a scent of sandalwood, meditation, and a moonlight stroll.

A PORTRAIT OF KAPHA

Once you've felt earth's sensuous embrace, you have understood Kapha's beauty. Her complexion is pale, soft, and cool. Her generous face is square or round. With her abundant, wavy tresses, and full-bodied figure, she is the epitome of a Rubenesque woman. Rich red and purples warm her cool skin, and garnets and rubies peak her energy and will. In love, as in all things, Kapha is cautious, wise, honest, and steady. Her graceful manner is charming, not to mention calming and understanding. Once her natural equanimity is upset, however, Kapha's attachments become possessive. She has great difficulty moving on after a disappointment, and she can be sullen and unresponsive once her mood shifts. A vigorous massage with warming sesame oil, hike in sunlit woods some lively music with a strong beat and the volume on high, and Kapha will be up and dancing again in no time.

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Marketing Strategies

1. Pricing strategies

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Below Rs. 500

RS. 500-Rs. 999

Rs. 1000-Rs. 1499

Rs. 1500-Rs. 1999

Above Rs. 1999

2. Best seller products

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Forest Essentials deals in various kinds of products listed below:

By Category:

Body Care Facial Care Hair Care Wellness

Body Care : Forest Essentials offer an extensive variety of Body Care items with high quality Sugar & Butter cleansers, Shower gels, Body creams, Body moisturizers, Body Polishers and Body Massage oils. The Forest Essentials scope of Cold Pressed Body Massage Oils take after the conventional technique for readiness to give the most elevated quality oils, whereby natural Black Sesame seeds and Organic Sweet Almonds seeds are pulverized by hand, and utilizing out-dated oil crushers.

Facial Care : Forest Essentials offer an extensive variety of Facial Care items with high quality cleansers , face masques , night care, Lightening cream, and many more facial products.

Hair Care : Our Hair Care reach incorporates the most seriously sustaining Ayurvedic Hair oils, Sulfate free Hair Cleansers and Hair Conditioners. The Forest Essentials scope of Hair Cleansers are improved with Amla juice, Reetha, Soya protein, Coconut oil and natural imbuements, which gives characteristic sparkle, swing and scent to your hair. They are free from all brutal sulfate cleaning agents and petrochemicals. Hibiscus, Brahmi and Henna are remarkable for their properties in hair care & are additionally utilized extensively.

Wellness : To fill the home with an average aroma by blazing crucial oils or incense is an age-old Indian custom. In the antiquated times, an iron compartment was loaded with smoldering coal and on it was sprinkled a fragrant sap, whose smell then delicately wafted through the entire house to refine & treat it every day. Diffuser oils can be utilized as a part of burners today, to reproduce this experience. We have a scope of fragrant oils uncommonly mixed for animating, quieting or unwinding, and in addition single bloom fragrances. Utilize these crucial oil mixes for new and fragrant surroundings whenever.

3. Promotions

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Loyalty program members receive cash on delivery for orders above Rs, 2999.

They receive wide range of Forest Essentials Coupon Codes and many more

deals.

Gift Voucher.

4. Place

Product inventory management is critical to meet consumer demand. Distribution through company retail stores and online.

Swot Analysis

Strengths Has a strong heritage that consumers connect to.

Great acceptability and wide market share. Unique production process. Brand fulfills its promises.

Weaknesses Does not have a huge international presence, despite the exposure.

Opportunities Availability of more capital. Chance to expand globally and become an

international brand.

Threats Existing brands and high end stores catering to the need of their customer segment.

Competitor Analysis

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Brand Forest Essential

Ram Dev Body Shop Kama Shahnaz Hussain

Target Market

Men and Women of age group 18-30.

It’s target market are it’s

followers.

Men and Women of age group 18-55.

Men and Women of age group 18-40

Men and Women of age group 18-60

Brand USP All the products have Spring Water.

Yoga Inspired Products.

Products are not tested on

Animals.

100% Organic Products.

First and Largest

manufacture of Herbal

Products.

Price Rs.300-4000 Rs. 10-700 Rs.250-3000 Rs.185-2000 2000-10000

Customer Service

E-Business, Retail Outlets.

E-Business, Retail Stores, Pharmacies.

E-Business, Retail Stores.

E-Business, Retail Stores.

E-Business, Retail Stores,

Beauty Parlors.

Primary Research

In our primary research a filed study was conducted where we visited a few stores of Forest Essentials in Delhi NCR. Following were our observations.

Stores in New Delhi

45-B, Khan Market Tel: +91-11-41757057 ,M-60 A, Greater Kailash Market – I Tel: +91-11-29243269, N-18, Greater Kailash Market – I Tel: +91-11-46528984, G-54, Select City Walk Mall, Saket Tel: +91-11-42658464, 144, G.F., DLF Place Mall, Saket , Tel: +91-11- 41020672, 140A (GF), DLF Promenade, Vasant Kunj Tel: +91-11-41004482, FF 023A, Pacific Mall Najafgarh Road Khayala Tel: +91-11-25984091, G-61,Select City Walk Mall, Saket Tel: +91-11-41551366, See more at: http://www.forestessentialsindia.com/retail-store-locator.html#sthash.hFf3X5NN.dpuf

What problems do they face?

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Promotion of Forest Essentials products and bringing out the luxury aspect in them is a challenge that this brand face today.

Problem Statement

There is less acceptance of the brand by consumers. No International Market Presence.

Research Problem

The intention of this research is to understand less acceptance by consumers towards India luxury skincare brands.

Literature Review

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A Literature review is a description of the literature relevant to a particular field or topic. It gives an overview of what has been said, who the key writers are, what are the prevailing theories and hypothesis, what questions are being asked and what methods and what methodologies are appropriate and useful. As such it is not in itself primary research, but rather it reports on other findings.

Brand

A brand is a product, service, or concept that is openly recognized from different products, services, or concepts so it can be effectively conveyed and normally marketed. A brand name is the name of the different product, service, or concept. Branding is the procedure of making and scattering the brand name. Branding can be connected to the whole corporate way of life and additionally to individual item and administration names.

Brands are frequently communicated as logos, realistic representations of the brand. In PCs, a late illustration of boundless brand application was the "Intel Inside" name gave to makers that utilization Intel's microchips.

Luxury Brand

According to Rohit (2010) ‘a luxury brand or prestige brand is a brand for which a larger part of its products are luxury products. It might likewise incorporate certain brands whose names are connected with luxury, high cost, or high caliber, however few, if any, of their merchandise are presently considered luxury products’.

Why Luxury Brands

The primary key point to comprehend is that individuals purchase luxury brands for a large number of reasons. When all is said in done these brands are costly and are focused to high total assets people. The attractive quality to have is taking into account the buyers requirement for great, selectiveness, craftsmanship, exactness and advancement. They include issues of self-observation and self-esteem. These basic reasons lie at the intuitive level of the individual and incorporate focuses, for example, peer distinguishment and approbation, status, and the jealousy one's inward circle.

In the administrations segment, for example, in tourism and business travel think 5-star lodgings and resorts. We all admire the feeling and "feel great" experience.

Luxury products can be separated into three classes:

Prestige brands, for example, Louis Vuitton, Rolex, Mercedes-Benz and Cartier speak to a most noteworthy type of craftsmanship and summon a dependable buyer taking after that is not influenced by patterns. Because of their family, they are entrenched as materialistic trifles. Case in point, If Daniel Craig or George Clooney wear an Omega watch in an advert or film, sales promptly spike.

Premium brands are those brands like Polo Ralph Lauren, Calvin Klein and Tommy Hilfiger that try to be luxury and renowned brands however their promoting is outfitted more to, as a term, a prosperous mass market or mass-luxury brands.

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Fashion brands then again are those that address the masses and whose plans can be regular. Call them the "hot trends" or "fads" of the prompt minute.

Luxury vs. Premium

Luxury is self-statement, an excellent experience and an inclination of feeling. There is likewise a distinction between a "luxury" and a "premium" item however they can be both – as in a custom made fine fleece suit for instance by Camps de Luca in Paris. Luxury item pricing is identified with lack, brand and narrating.

Premium merchandise, then again, are costly variations of products – pay more, get more. It's the craftsmanship and quality alongside the family of the item. A lot of brands get into a bad situation on the grounds that they can't make sense of which one they speak.

Skin Care Luxury Brands Market Research:

New York based leading cosmetics brand, Estee Lauder is situated to bring its stake up in the Indian magnificence brand Forest Essentials that is a pioneer in the Luxury Ayurveda fragment.

Allegedly, Estee Lauder has obtained a 20 every penny stake in Forest Essentials in 2008 for an undisclosed whole of cash. Before expanding shareholding in the Indian brand, the worldwide brand is accomplishing a due tirelessness by driving monetary consultancy firm Deloitte.

Affirming the advancement, Samarth Bedi, Managing Director, Forest Essentials said, "The promoters of Forest Essentials will continue to be large part stakeholders." However, he didn't uncovered the subtle elements of what amount more stake Estee Lauder arrangements to take in his organization or at what cost.

He further included, more prominent contribution of the remote player will empower Forest Essentials to extend globally.

"The arrangement is to build vicinity by opening select stores abroad," Bedi said.

In addition, the worldwide cosmetics giant is additionally considering India to make its healthy skin and different cosmetics products which it offers over the world under names like Clinique and MAC.

Remarking on the arrangements to make products for Estee Lauder, Bedi said his organization has effectively procured land alongside its factory close Haridwar in Uttara hand with a venture of Rs 5 to Rs 6 crore, according to the Business Standard report.

"Estee Lauder is enthused about making its products in India and we plan to soon begin the same," included Bedi.

Shortly, Estee Lauder has one and only factory in China, outside of the US. The brand entered in Indian market with its top of the line item in July 2005, offers a large group of brands, including MAC, Tommy Hilfiger, Donna Karan, Armani and Clinique.

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While, Forest Essentials was established in 2000 by Mira Kulkarni. The brand makes products from regular ingredients in Uttaranchal. It has been developing at an aggravated yearly rate of 40 every penny and has 30 selective organization worked stores at present.

Consumer role

Nowadays, luxury fashion sector is growing at faster rate. The luxury industry has increased impressively having a huge growth in demand. The luxury consumer is very powerful. Consumers have much choice in products, shopping channels and pricing of luxury goods. Consumer is the king of market and all the marketing techniques of the business and industrial enterprises keep some factors in their mind like habits, taste, preference, perception and attitude of consumer. Consumer role is very important because if consumer is not satisfied with the product than the sales of the company will be less.

Consumer attitude towards luxury brands

Consumer behavior is the keystone of the marketing plan. We tried to find out the beliefs, feelings and purchase intentions of consumer towards luxury product.

Solomon (2002) defines attitude as “a lasting general evaluation of people (including oneself), objects, advertisements, or issues.” An attitude has three components: affect, behavior, and cogitation. Affect refers to the way a consumer feels about a product. Behavior refers to a person’s intention that what he/she wants to do with the product and cogitation refers to the beliefs of consumer he/she has about the product. So in short we can say that attitude gets affected by consumer’s motivation such as how a product makes them feel or the fun its use will offer. The factors consumer keep in mind before buying product is the use of the product, quality, its impact to their social status, durability and many more

Brand loyalty

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Brand loyalty is a form of repeat purchasing behavior reflecting a conscious decision to continue buying the same brand. This means that the consumer has a positive attitude towards the brand. He/she is interested in buying products from that particular brand because of belief or trust of the person for the brand.

Consumer behavior towards luxury skincare brands

At forest essentials they source their ingredients with great care. From organically grown cold pressed oils, to raw and unprocessed cane Sugar to their steam distilled pure Essential oils. Everything is made in the traditionally old fashioned way, according to Ayurveda tenets, and wherever possible by hand. They have the highest quality control standards in their factories, certified by GMP standards.

Knowledge Gap

As per the topics studied in the literature review, we can say that brand image of Forest Essentials has a trustworthy effect on consumer buying behavior. The knowledge gap is that the brand image of Forest Essentials is that they do not make new customers as there is less promotion and they focus on their regular customers.

Research Methodology

Research objective - To study general preference of consumers towards luxury skincare brand Forest Essentials.

Research design

Exploratory research as the information is not clearly defined and Descriptive because it describes the characteristics of population.

Data collection method with tools

Data is collected through secondary and primary sources. Primary data is collected through questionnaires, interview’s and store visit and secondary data is collected through internet and books

Sample design

Sample frame - people using skincare products.

Sampling unit - people using skincare products especially Forest Essentials in Delhi/NCR.

Sample size - the size of the sample is 100 respondents

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Sampling method - Probability as it involves random selection of sample.

Sample - people aged between 18-50 years.

Data analysis tools

Chi Square, Anova, Proportion, Mean

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Interpretation

According to the structured survey done the results are as follows:

Important factors while choosing skincare products? * What is your age? Cross tabulation

Count

What is your age?

Below 18 18-30 30-40 40-50 Above 50

Important factors while choosing

skincare products?

Must not contain preservatives 2 16 9 2 0

Contain active ingredients 3 20 14 6 0

Effective 5 11 6 5 1

Total 10 47 29 13 1

We conducted a surv.0000000000

+

ey in which we linked two factors which were Important Factors While Choosing Skincare

Products and what is your Age. Total respondents were 100, among which 10% respondents

were Below 18, 47% were between 18-35, 29 were between 30-40, 13% were between 40-50 and

1% was Above 50. Majority of people who conducted the survey considers that The Most

Important Factor While Choosing Skincare Products is that the product should Contain Active

Ingredients which is 43% of the respondents of total population. Second is 29% which states that

The Important Factor is Products Must Not Contain Preservatives. The Lease preferred factor is

that the product should be Effective which is 28%.

Online shopping? * disposed income level? Cross tabulation

Count

Disposed income level? Total

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Below 25000 25000-30000 30000-35000 35000 and above

Online shopping?

Yes 8 14 6 5 33

Maybe 6 16 12 12 46

No 1 8 6 6 21

Total 15 38 24 23 100

We asked respondents about Online shopping of Skincare Products and their Disposed Income Level and we got various results. Respondents with Disposable Income Level below 25000 were 15%, from Rs 25000-30000 were 38%, from Rs 30000-35000 were 24% and above 35000 were 23%. Most of the Respondents which are 46% says maybe they would shop for Skincare Range Online. 33% says Yes to shop Online and 21% says No to Shop Online.

How willing are you to try different brands other than Forest Essentials? * What is your

gender? Cross tabulation

Count

What is your gender? Total

Male Female

How willing are you to try

different brands other than

Forest Essentials?

Extremely Willing 6 7 13

Willing 21 11 32

Neutral 26 16 42

Not Willing 5 6 11

Not at all 2 0 2

Total 60 40 100

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The Survey conducted had the Gender ratio as 60:40 where 60% being male and 40% being

female. We asked our respondents How Willing Are They to Try Different Brands Other Than

Forest Essentials. 13% among our respondents were extremely willing to try different brands.

32% were willing, 42% respondents acted Neutral. 11% were not willing to try different Brands

while 2% were Not at All willing and were very much satisfied with Forest Essentials.

Preferable type of product? * Skin type? Cross tabulation

Count

Skin type?

Normal Skin Dry Skin Combination

Skin

Oily Skin Sensitive Skin Ageing Skin

Preferable type of product?

Herbal (Ayurvedic) 5 12 6 14 13

Non-Herbal 4 7 15 6 4

Total 9 19 21 20 17

We asked respondents about their Skin type and what kind of product would they choose among Herbal and Non-Herbal products. 9% of respondents were of Normal Skin type. 19% were of Dry Skin type. 21% were of Combination Skin type. 20% were of Oily Skin type. 17% were of Sensitive Skin type and

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rest 14% were of ageing skin type. Respondents with their choice of Herbal products were 60% and respondents with choice on Non-Herbal type of products were 40%.

Descriptive

N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum

Lower Bound Upper Bound

Respondents purchasing

preference on no animal

testing

Body Care 23 3.6087 1.49967 .31270 2.9602 4.2572 1.00

Hair Care 29 3.8276 1.44096 .26758 3.2795 4.3757 1.00

Facial Care 25 3.6800 1.49220 .29844 3.0640 4.2960 1.00

All of these 23 3.5217 1.47308 .30716 2.8847 4.1587 1.00

Total 100 3.6700 1.45682 .14568 3.3809 3.9591 1.00

Price Body Care 23 3.2174 1.50625 .31407 2.5660 3.8687 1.00

Hair Care 29 3.5172 1.21363 .22537 3.0556 3.9789 1.00

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Facial Care 25 3.7600 1.26754 .25351 3.2368 4.2832 1.00

All of these 23 3.1739 1.43502 .29922 2.5534 3.7945 1.00

Total 100 3.4300 1.35031 .13503 3.1621 3.6979 1.00

Brand

Body Care 23 3.0870 1.53484 .32004 2.4232 3.7507 1.00

Hair Care 29 3.0345 1.37536 .25540 2.5113 3.5576 1.00

Facial Care 25 2.8400 1.40475 .28095 2.2601 3.4199 1.00

All of these 23 3.3478 1.36877 .28541 2.7559 3.9397 1.00

Total 100 3.0700 1.40888 .14089 2.7904 3.3496 1.00

Quality

Body Care 23 3.1304 1.39167 .29018 2.5286 3.7322 1.00

Hair Care 29 2.7586 1.43066 .26567 2.2144 3.3028 1.00

Facial Care 25 3.0800 1.11505 .22301 2.6197 3.5403 1.00

All of these 23 3.2609 1.21421 .25318 2.7358 3.7859 1.00

Total 100 3.0400 1.29428 .12943 2.7832 3.2968 1.00

Packaging

Body Care 23 2.6087 1.33958 .27932 2.0294 3.1880 1.00

Hair Care 29 3.0000 1.36277 .25306 2.4816 3.5184 1.00

Facial Care 25 3.2000 1.11803 .22361 2.7385 3.6615 1.00

All of these 23 2.8261 1.46636 .30576 2.1920 3.4602 1.00

Total 100 2.9200 1.32330 .13233 2.6574 3.1826 1.00

ANOVA

Sum of Squares df Mean Square F Sig.

Respondents purchasing

preference on no animal testing

Between Groups 1.315 3 .438 .201 .895

Within Groups 208.795 96 2.175

Total 210.110 99

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Price

Between Groups 5.491 3 1.830 1.004 .395

Within Groups 175.019 96 1.823

Total 180.510 99

Brand

Between Groups 3.141 3 1.047 .520 .670

Within Groups 193.369 96 2.014

Total 196.510 99

Quality

Between Groups 3.646 3 1.215 .719 .543

Within Groups 162.194 96 1.690

Total 165.840 99

Packaging

Between Groups 4.577 3 1.526 .868 .461

Within Groups 168.783 96 1.758

Total 173.360 99

Since most of the respondents chose Hair Care as The Product they would like to buy, Significance Level of No Animal Testing is 0.895 which is greater than 0.05 so H0 is accepted.

Significant Level of Price is 0.395 which is greater than 0.05 so H0 is accepted. Significance Level of Brand is 0.670 which is greater than 0.05 so H0 is accepted. Significance Level of Quality is 0.543 which is greater than 0.05 so H0 is accepted. Significance Level of Packaging is 0.461 which is greater than 0.05 so H0 is accepted.

Report

Rate Forest Essential out of 5

Mean N Std. Deviation

3.6500 100 1.03840

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We asked our respondents to rate Forest Essentials out of 5 and then we took the average mean

of the result which came out to be 3.65. This indicated that Forest Essentials is doing well and is

a Satisfactory Brand.

We asked People whether people prefer Herbal Products over Non-Herbal.

The answer came out to be that people prefer Herbal Products over Non-Herbal.

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We asked people whether they have heard about Forest Essentials or not?

The result found was that Most of the Respondents have heard about Forest Essentials.

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Demographic Findings

Findings

As per the application of percentage, Majority of the respondents are Male with 60% and Female 40%

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Female

40% Male

60%

Findings

As per the application of percentage, Majority of the respondents are between age group of 18-30 which is 47% followed by 30-40 which is 29%, 40-50 which is 13%, Below 18 which is 10% and Above 50 which is 1%.

Findings

As per the application of percentage, Majority of the respondents that is 44% are Post Graduate. 35% are Graduate and rest 14%, 6% and 1% are Ph.D., High School and Others.

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30-40

29%

40-50

13%

Below 18

10%

18-30

47%

Above 50

1%

Post Graduate

44%

Ph.D

14%

Graduate

35%

High School

6%

Others

1%

Findings

As per the application of percentage, Majority of the respondents that is 38% are between disposed incomes of 25000-30000 while 24% are of 30000-35000, 23% are Above 35000 and 15% are Below 25000.

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Below 25000

15%35000 and Above

23%

25000-30000

38%30000-35000

24%

Conclusion

We tried to catch hold to each of our respondent’s attention towards the basic question of our research, to understand less acceptance by consumers towards India luxury skincare brand Forest Essential. We let the respondents pick their own choice without any manipulation. However, we took initiative to make each of our non-aware respondents aware about the brand.

Most of our respondents among total population were Male and the age group was of 18-30.

Most of them were Post Graduate and Graduate. Most of our respondents were financially well established and belonged to the disposable income level of 25000-30000.

We used a number of tools to make our findings accurate using SPSS including Annova, Chi-square, and Testing for mean, testing for proportions and Pie charts, which gave us an idea about the overall choice of our respondents.

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Recommendation

From this research, we concluded that Forest Essentials should undertake following promotional tools for better consumer preference

1. They should promote more by innovative advertising campaigns to increase people interest.

2. It is high time for forest essential to get into the global market and increase its market presence.

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Referencing

Forest Essentials India. (2010) About Us. [Online] Available from: http://www.forestessentialsindia.com/about-us.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) 3 Faces of Beauty. [Online] Available from: http://www.forestessentialsindia.com/about-us/3-faces-of-beauty.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Panchmahabhutas. [Online] Available from: http://www.forestessentialsindia.com/about-us/panchmahabhutas.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Sustainability. [Online] Available from: http://www.forestessentialsindia.com/about-us/sustainability.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Tree of Life. [Online] Available from: http://www.forestessentialsindia.com/about-us/tree-of-life.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Products. [Online] Available from: http://www.forestessentialsindia.com/products.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Ingredients. [Online] Available from: http://www.forestessentialsindia.com/ingredients.html. [Accessed: 1st May 2015].

Issuu. (2015) Forest Essentials. [Online] Available from: http://issuu.com/shreyabhardwaj05/docs/forest_essentials_presentation. [Accessed: 1st May 2015].

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Bibliography

Forest Essentials India. (2010) About Us. [Online] Available from: http://www.forestessentialsindia.com/about-us.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) 3 Faces of Beauty. [Online] Available from: http://www.forestessentialsindia.com/about-us/3-faces-of-beauty.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Panchmahabhutas. [Online] Available from: http://www.forestessentialsindia.com/about-us/panchmahabhutas.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Sustainability. [Online] Available from: http://www.forestessentialsindia.com/about-us/sustainability.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Tree of Life. [Online] Available from: http://www.forestessentialsindia.com/about-us/tree-of-life.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Products. [Online] Available from: http://www.forestessentialsindia.com/products.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Ingredients. [Online] Available from: http://www.forestessentialsindia.com/ingredients.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Beauty-Ayurveda. [Online] Available from: http://www.forestessentialsindia.com/ayurveda/beauty-ayurveda.html. [Accessed: 1st May 2015].

Issuu. (2015) Forest Essentials. [Online] Available from: http://issuu.com/shreyabhardwaj05/docs/forest_essentials_presentation. [Accessed: 1st May 2015].

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Forest Essentials India. (2010) By-Dosha. [Online] Available from: http://www.forestessentialsindia.com/products/by-dosha.html. [Accessed: 1st May 2015].

Forest Essentials India. (2010) Beauty-Regimes. [Online] Available from: http://www.forestessentialsindia.com/products/beauty-regimes/normal-to-dry-skin-type/morning-regime-cleansing.html. [Accessed: 1st May 2015].

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Annexure

We are students of Pearl Academy of Fashion and we are conducting a survey to understand the consumer behavior towards luxury skin care products. You are requested to choose one Option per Question. Thank you for your cooperation.

Q1 - What is your Gender?

A) Male

B) Female

Q2 - What is your Age (in years)?

A) Below 18

B) 18-30

C) 30-40

D) 40-50

E) Above 50

Q3 - What is your level of education?

A) High School

B) Graduate

C) Post Graduate

D) Ph.D.

E) Others

Q4 - What is your disposed income level (in Rupees)?

A) Below 25000

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B) 25000-30000

C) 30000-35000

D) 35000 and above

Q5 - What is your skin type?

A) Normal Skin

B) Dry Skin

C) Combination Skin

D) Oily Skin

E) Sensitive Skin

F) Ageing Skin

Q6 - What type of Product do you prefer?

A) Herbal (Ayurvedic)

B) Non-Herbal

Q7 - How much do you monthly spend on Skin Care Products?

A) Below Rs 10000

B) 10000-15000

C) 15000-20000

D) Above 20000

Q8 – How often do you buy skincare products?

A) Weekly

B) Monthly

C) Seasonally

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D) Sale Time

Q9 - What is more important to you while choosing a skincare product?

A) Must not contain preservatives

B) Contain active ingredients

C) Effective

Q10 - Would you shop for your skincare range online?

A) Yes

B) May be

C) No

Q11 - From where do you usually shop for your skincare products?

A) Beauty Centers and Spa

B) Departmental Stores

C) Internet

D) Personal Care Store

E) Others (Please Specify) ________________

Q12 - Have you heard about Forest Essentials?

A) Yes

B) May be

C) No

Q13 - In what category do you prefer Forest Essentials products?

A) Body Care

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B) Hair Care

C) Facial Care

D) All of these

Q14 - Rank the following factors while purchasing products of Forest Essentials. Rank 5 for most preferred and 1 for least preferred.

Factors Most preferred Preferred Moderately Preferred Least Preferred Not at all

No Animal Testing

Price

Brand

Quality

Packaging

Q15 - How willing are you to try different brands other than Forest Essentials?

A) Extremely Willing

B) Willing

C) Neutral

D) Not Willing

E) Not at all

Q16 - Rate Forest Essentials overall out of 5. (5 being highest and 1 being lowest)

________

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