Essay: 'Influence of Consumer Ethnocentrism/cosmopolitan on female purchase intentions toward cosmetic products'

EXECUTIVE SUMMARY
In this cut throat competitive world, it is very important for organizations to sense customers changing needs, competitors strategies deployed and consumer behaviour. Market research is the tool which makes it possible. During our Comprehensive Project, We decided to study the burning topic of ethnocentrism/cosmopolitanism among Indian Female consumers of Cosmetic product. Our objective was to identify whether Indian female customer are ethnocentric or cosmopolitan, Influence of demographic factors on their ethnocentric/cosmopolitan behaviour, most preferred brand and their mindset about Indian and foreign brands. For this we took 7 brands 3 Indian and 4 foreign and conducted a survey with 200 female respondents.
In the survey it was found that majority of female consumers are cosmopolitan. For the profile of consumers, it is found age and education level play a major role in identifying the ethnocentric and cosmopolitan tendencies. It is found that older and lower educated respondents tend to be exhibit moderate ethnocentric attitudes. Besides that lower income consumers seem to have higher ethnocentric tendencies while high income, high education and young females lie in cosmopolitan group. The most preferred brands are lakme & Loreal.
We have also given few suggestions for Indian and foreign brand to enhance market share
CHAPTER 1
INTRODUCTION
INDIAN COSMETIC INDUSTRY
The Indian Cosmetics Industry is defined as skin care, hair care, colour cosmetics, fragrances and oral care segments which stood at an estimated $2.5 billion in 2008 and is expected to grow at 7%, according to an analysis of the sector. Today herbal cosmetics industry is driving growth in the beauty business in India and is expected to grow at a rate of 7% as more people shun chemical products in favour of organic ones
The emphasis of the herbal cosmetic has been on the spectacular growth of the herbal and ayurvedic beauty products business as conveyed by beauty expert Shahnaz Husain who was the first to introduce the concept of ayurvedic cosmetics to the world when she launched her products way back in 1970. Today, the Indian cosmetics industry has a plethora of herbal cosmetic brands like Forest Essentials, Biotique, Himalaya, Blossom Kochhar, VLCC, Dabur and Lotus and many more. The Indian cosmetics industry has emerged as one of the unique industries holding huge potential for further growth. In 2009, the cosmetics industry registered sales of INR 356.6 Billion (US$ 7.1 Billion) despite the global economic recession. Indian cosmetics Industry has mainly been driven by improved purchasing power and rising fashion consciousness of the Indian population and industry players spending readily on the promotional activities to increase consumer awareness and develop their products.
According to a new research report, the Indian Cosmetics Industry is expected to witness impressive growth rate in the near future owing to rising beauty concern of both men and women. Today the industry holds promising growth prospects for both existing and new players. The baseline is that there has been a rise in variety of products offered by the industry players in the country. The companies have started going for rural expansion and are offering specialized products to generate revenues from all the corners of the country. Improvement and strengthening of the Indian economy in the coming years will also pave the way for the Indian cosmetics market over the forecast period and develop the Cosmetic Industry.
The Indian Cosmetic market which has traditionally a stronghold of a few major Indian players like Lakme, and Ponds has seen a lot of foreign entrants to the market within the last decade. India is a very price sensitive market and the cosmetics and personal care product companies, especially the new entrants have had to work out new innovative strategies to suit Indian preferences and budgets to establish a hold on the market and establish a niche market for them.
Market capitalization
According to analysis and figures given by the Confederation of Indian Industries (CII), the total Indian beauty and cosmetic market size currently stands at US$950 million and showing growth between 15-20% per annum. The overall beauty and wellness market that includes beauty services stands at about US$2,680 million, according to CII estimates.
Size of the industry
The size of Indian Cosmetics Industry globally is $ 274 billion, while that of the Indian cosmetic industry is $ 4.6 billion. The current size of the Indian Cosmetic Industry is approx US$ 600 million. Among these fastest growing segment is colour cosmetics, accounting for around US$ 60 million of the market. Industry sources estimate a rapid growth rate of 20% per annum across different segments of the cosmetics industry reflecting with an increasing demand for all kinds of beauty and personal care product. Growth in the Indian Cosmetic Industry has come mainly from the low and medium-priced categories that account for 90 % of the cosmetics market in terms of volume.
Top leading Companies
‘ Lakm?? is the Indian brand of cosmetics, owned by Unilever. It started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it is named after the French opera Lakm??, which itself is the French form of Lakshmi, the goddess of wealth who has is also renowned for her beauty.
‘ Revlon is an American cosmetic for skin care, fragrance, and Personal Care Company founded in 1932.
‘ Oriflame Cosmetics S.A. (Luxembourg) is a cosmetics group, founded in 1967 in Sweden by the brothers Jonas AF Jochnick and Robert AF Jochnick.
‘ The L’Or??al Group is the world’s largest cosmetics and Beauty Company. It concentrates on hair colour, skin care, sun protection, make-up, perfumes and hair care.
‘ Chambor cosmetic line is a blend of the finest traditions in terms of radiant colour, soft texture and skin accentuate.
‘ Maybelline is a makeup brand sold worldwide and owned by L’Or??al.
‘ Avon Products, Inc. is a US cosmetics, perfume and toy seller with markets in over 140 countries across the world.
‘ Make-up Art Cosmetics or MAC Cosmetics, is a manufacturer of cosmetics which was founded in Toronto, Canada by Frank Toskan and Frank Angelo in 1984
‘ ColorBar cosmetics are one of the leading brands of colour cosmetics in India.
‘ Street Wear is a young, funky and hip brand which globally is positioned at the young and trendy shopper and the range consists of about 30 SKUs covering categories like nail enamel, lipsticks, lip gloss, face make-up kits etc.
Latest developments
‘ According to Indian Cosmetic Sector Analysis (2009-2012), 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. Owing to growing disposable income of the middle class households and changing lifestyle, it is expected that the cosmetics industry will grow at a CAGR of around 17% during 2010-2013.
‘ A study even shows that affordability and rising consumer base were the main drivers behind the high cosmetic sales of around INR 356.6 Billion (US$ 7.1 Billion) in 2009. 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 industry size will grow to around 1.4 billion dollars from current level of 950 million. It is projected to grow at a CAGR of around 7% during the forecast period.
‘ Indian Cosmetics Industry is set for a significant growth depending on the capability of the manufacturers to market their products. Products that claim to renew cells, minimize pores, and restore hydration have created an $83 billion worldwide market.
‘ Due to the optimistic assessment the domestic cosmetic and toiletries industry show that with increased awakening which is growing even in rural India, its size will grow in next 2-3 years to around US$ 1400 million from current level of US$ 950 million. Till then India’s per capita consumption of cosmetic and toiletries products could be on par with that of China which currently is US$ 1.5, says ASSOCHAM analysis.
Source:http://www.indianmirror.com/indian-industries/cosmetics.html
CONSUMER ETHNOCENTRISM V/S COSMOPOLITAN
CONSUMER ETHNOCENTRISM
Consumer ethnocentrism is a construct that has been derived from the basic psycho-sociological term ethnocentrism. Ethnocentrism refers to a tendency among persons to differentiate amongst various groups and look at one’s own group as a focal group. Basically, ethnocentric individuals tend to view their group as superior to others. As such, they view other groups from the perspective of their own, and reject those that are different and accept those that are similar. More specifically, ethnocentric persons view economic, political and social events from the perspective of their own group, consider their own way of life as superior to those of all other groups, believe other groups as being inferior, weak and dishonest, and suspect and disdain members and artefacts of other groups Such an attitude when exhibited by persons in the context of consumption related activities is referred to as consumer ethnocentrism.
Shimp and Sharma (1987) have defined consumer ethnocentrism as a’belief held by consumer about the appropriateness, indeed morality of purchasing foreign-made products’. Consumers high in ethnocentrism consider purchase of foreign products as an unpatriotic and amoral act because it hurts the domestic economy and causes loss of jobs to fellow workers.
ATTITUDES OF CONSUMER ETHNOCENTRISM:
‘ fundamental ‘ natural identification of an entity with its own group and its values,
‘ moderate ‘ affirmative attitude towards own values with a slight depreciation of foreign patterns,
‘ aggressive ‘ absolute dominance of own values at simultaneous intolerance of other standards,
‘ Ostensible ‘ due to mistaking a brand with a country of product origin.
COSMOPOLITAN
Cosmopolitan are basically Non-ethnocentric consumers. The cosmopolitans do not hold bias like ethnocentric consumers. They rather feel that foreign products be ‘evaluated on their own merit such as price, quality and other desired features without consideration for where they are made.
COSMOPOLITAN’S ATTITUDES:
‘ Consumer cosmopolitism ‘ choosing products which bring the greatest benefits without considering their country of origin.
DETERMINANTS OF THE LEVEL OF CONSUMER ETHNOCENTRISM AND COSMOPOLITAN ATTITUDE ARE
1. Psychosocial factors
‘ openness to foreign culture,
‘ patriotism,
‘ conservatism,
‘ Individuality.
2. Demographic factors
‘ age,
‘ gender,
‘ education,
‘ Income.
3. Alleviating and aggravating factors:
‘ Perceiving a product indispensability ,
‘ Perceived economic threat.
.
‘
CHAPTER 2
LITERATURE REVIEW’S
Shimp explained consumer ethnocentrism as: ‘The concept is used here to represent consumers’ normative beliefs in the superiority of their own countries’ products. This perception is postulated to transcend mere economic and functional considerations, and, instead, to have a more noble foundation rooted in morality. That is, consumer ethnocentrism is intended to capture the notion that some consumers believe it is somehow wrong to purchase foreign-made products, because it will hurt the domestic economy, cause the loss of jobs, and, in short, because, from their view, it is plainly unpatriotic’
A study by Scholar [6] deals with the question of whether the ‘foreignness’ of a product will make it less preferable to consumers in different countries’? Furthermore, he states that barriers to success in foreign markets remain, and ethnocentrism is one barrier. It is one of the oldest concerns among international marketers.
According to this belief, [5] proposed it is wrong to purchase foreign products because it can harm the economy of the country. In fact, she goes onto say that it is unpatriotic behaviour to buy imported products because such actions have an adverse influence on employment at home. It is believed that consumer ethnocentrism, together with an increased feeling of patriotism and emphasis on cultural and ethnic identity, has a strong effect on the global business environment especially during an economic crisis. Research has investigated consumer ethnocentrism within many constructs such as ‘willingness to buy imported products’ [7], ‘purchase intention toward foreign products’ [8], and ‘attitudes towards buying imported goods’ [9] as we detailed earlier.
In addition, Kim and Pysarchik [10] have also found strong statistical evidence for the direct negative correlation between CET and attitudes toward foreign products. Furthermore, Table 1 below shows empirical support for a positive relationship between CET and purchase intention of domestic products. This has also been found in studies by [8] and [11]. In addition, several empirical studies indicate that consumer ethnocentrism strongly influences purchase behaviour toward foreign products. Empirical evidence has found that this significantly predicts consumer product purchase [12], [13], [14], [15]; [16]. The concept of consumer ethnocentrism is highlighted in Fig. 1. The highly ethnocentric consumer will prefer domestic products compared to foreign products, while mildly ethnocentric consumer is likely to purchase foreign products.
Antecedents of Consumer Ethnocentrism For a deeper understanding of the antecedence of ethnocentrism, one needs to look to the sources behind the events that created it. Farjoun and Lai [17] have found social culture to be a major factor. Each culture has its own roles and responsibilities and these are used as a benchmark for other members of society. Thus, based on this social benchmark, each culture has different characteristics. Cultural distancing is another factor according to [18]. They state that the extent to which an individual is closer to another culture or further away from his/her own will create greater or lesser ethnocentrism. On a more personal level, [19] state the lesser cross-cultural interaction and knowledge a person has, the stronger their ethnocentrism. This finding has also been expressed by Devine [20] who states that lower direct inter-cultural knowledge will create more ethnocentrism. There are four broad categories of antecedents of consumer ethnocentrism.
These are:
‘ socio-psychological antecedents
‘ economic environment antecedents
‘ political environment antecedents
‘ demographic antecedents.
These dimensions will now be explained individually.
Socio-psychological antecedents The antecedence of ethnocentrism from the socio-psychological perspective has many dimensions. This study only applied both ‘conservatism’ and ‘interest in travel’ in relation to Jordanian consumers.
Conservatism: Conservatism is defined as the ‘tendency to cherish traditions and social institutions that have survived the test of time’ [9] (p. 28). Conservatism is one of the variables used in this study. As no two cultures have exactly the same set of values, conservatives in different cultures do not share the same values. In other words, since every culture has its own traditions, conservatism also varies based on those traditions. Burke [21] argued that tradition is a strong foundation for each inherited culture-related behavior, thus it will strongly influence the way each culture behaves. Research found conservatism to be an antecedent for consumer ethnocentrism. This means the more conservative a consumer is, the more likely he/she is to have an have ethnocentric attitude toward foreign products. Such studies relate conservatism to consumer ethnocentrism.
Altintas and Tokol [22] have found conservatism is the second most influential factor on consumer ethnocentrism among the Turkish people. [9] and [23] have found a positive relationship between conservatism and consumer ethnocentrism. As for other cultures, [24] have found that conservatism has a significant effect on Polish ethnocentrism. In addition, [25] found conservatism to be one of the major antecedents of French ethnocentrism.
Interest in Foreign Travel Interest in foreign travel is another socio-psychological antecedent of consumer ethnocentrism. Interest in foreign travel is the result of a positive attitude toward exposure to foreign countries argued that exposure toward other cultures comes through watching television programs or learning about new cultures at school. She also found that the real-life experience of travelling to another country has the most profound impact on knowledge and information in relation to other cultures and lifestyles. [26] (p. 629) states that “people in a small country will generally be more exposed to and aware of other cultures”. This tends to reduce tendencies towards ethnocentrism where these stem from a lack of experience or knowledge rather than prejudice [27]. Individuals often learn about other cultures in school by reading about them, or by watching programs on television. However, actual experience of visiting or living in another country is likely to have the most profound effect on knowledge about other countries and other peoples’ life-styles and increase receptivity towards foreign products [26]. Positive attitudes toward travel abroad will reflect a more international orientation. Thus, [27], [26] and [28] hypothesized that interest in foreign travel will be: a) negatively related to consumer ethnocentrism, and b) positively related to evaluation of foreign products. [29] Also examined the strengths, weaknesses, opportunities and threats of tourism and travelling as the basis of harmonious relationships among the people around the world. She found that travelling has excellent power to decrease the distance between different cultures, ‘travel is a tool for attitude change’ [29] (p.1438). This is similar to what [27] also believes. [28] State that increasing one’s reception towards foreign products can come from a positive attitude toward travel, which will be reflected in a more international orientation. Many scholars have marked on the power of tourism help to cause to world peace [30], [31], [32]. In conclusion, positive attitude towards travel abroad tends to reduce consumer ethnocentrism [26], [27], [29], [28].
Other socio-psychological antecedents of consumer ethnocentrism Cultural openness have an adverse effect on consumer ethnocentrism [25], [33], [39]. An individualistic consumer, as opposed to one with a collectivistic mindset, is less ethnocentric [25], [33], [34], [9]. On the other hand, patriotism positively increased consumer ethnocentrism ‘ a finding which is which supported by [25], [23], [7], [9].
Economic Environment Antecedents As for the second category of antecedents, economic environment was another predictor. A study conducted [15] revealed that different types of economic environments create different types of preferences toward imported goods. There are two general types of economic environment. The first is when a country is still developing and needs more support from its consumers to buy homemade products in order to boost the domestic economy. The second is when the local economy is strong enough to offer diverse product choices and can compete with imported products while also improving the quality of its domestic produce. This finding has also been supported by previous studies [35], [36].
Political Environment Antecedents Political environment is the third ‘antecedent of ethnocentrism’ category. By considering events such as September 11, the government in the USA discovered an opportunity to use this as part of its “government propaganda” to increase ethnocentrism within the home country. This finding is supported through various studies [37], [35], [15].
Demographic Antecedents Demographic factors belong to the final category of ethnocentrism antecedents. Studies show that age, gender, education and income can all influence the level of consumer ethnocentrism as antecedents. Young consumers, high-income earners, better educated people, the upper social class and males, in general, are less ethnocentric toward foreign products [25], [15], [7], [38], [39] [9]. Table 1 shows literature related to consumer ethnocentrism antecedents.
Summary of Categories of antecedents of consumer ethnocentrism
Consumers’ Ethnocentrism Antecedents
Authors& Year
Principal findings
Conservatism [33], [24], [9], [23],[24], [25] Positively
Interest in foreign travel [26],[27],[29],[40], [28], [26] Negative effect
Cultural openness [25], [9], [39] Negative effect
Collectivism-individualism [25], [33], [34], [9] Positively
Patriotism. [25], [23], [9], [7] Positively
Economic Environment [35], [36], [15] Positively when in development progress.
Political Environment [15], [37], [35] Positively
Age [25], [15], [7], [38], [9] Older people exhibit higher levels of ethnocentrism
Gender [25], [15], [7], [38], [9] Women exhibit higher levels of ethnocentrism
Education [25], [15], [7], [38], [9] More educated exhibit lower levels of ethnocentrism
Income [25], [15], [7], [38], [9] Increase in income will reduce the CET level
Dogmatism [41], [42] Positively significant
Social class [41] Upper social class less ethnocentric
‘
CHAPTER 3
RESEARCH METHODOLOGY
Problem Statement
Finding out influence of consumer ethnocentrism or cosmopolitan attitude on female purchase intention for cosmetic products.
Objectives of the Study
1) To identify whether Indian female are Ethnocentric or Cosmopolitan
2) To find out whether purchase intention of cosmetic product of females is influenced by ethnocentrism.
Research Design
Descriptive research is used to describe characteristics of a population or phenomenon being studied. Descriptive research is the best suited as I am willing to find customer preference & satisfaction as well as estimate the product gap.
Sources of Data
Primary Data:
Data observed or collected directly from first – hand experience is called primary data. An advantage of using primary data is that researchers are collecting information for the specific purpose of their study. The method which will be used for the study is Personal Survey Method.
Data Collection Technique
Data will be collected with the help of structured questionnaires. The questionnaires will be filled by women and girls, Vadodara.
Sampling Process
‘ Population: The population will include women and college going girls, Vadodara.
‘ Sample Size: A sample of 100 respondents will be taken for sample survey.
‘ Sampling Method: The samples will be selected based on Convenience Sampling. Convenience sampling is a non – probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. In non probability sampling each element in population do not have equal chance of getting selected as sample.
‘ sample area : Vadodara
Data Processing
Data will be analyzed using IBM SPSS Statistics (version 20), for better tabular and graphical presentation of information Microsoft Excel 2007 will be used.
Scope of study:
This research will help to understand whether Indian females are ethnocentric or cosmopolitan
The results obtain can be used to Design IMC programmes for cosmetic products
Limitation of study:
1. Respondent hesitate to give accurate information
2. As sampling area is confined within limited geography of vadodara so results may be not applicable to the entire population(all female consumers)
‘
CHAPTER 4
INTERPRETATION
FREQUENCY TABLE
I. Age:
AGE Frequency Percent Valid Percent Cumulative Percent
16-25
26-35
35-45
45 and above
Total 52 26.1 26.4 26.4
59 29.6 29.9 56.3
50 25.1 25.4 81.7
36 18.1 18.3 100.0
197 99.0 100.0
Missing
Total 2 1.0
199 100.0
Table 1 AGE
GRAPH 1 AGE
As per given data, it shows that the sample which have been analysis has a majority of female under age group 26-35 and there are equal respondent of age group 16-25 & 35-45.
I. Occupation:
Frequency Percent Valid Percent Cumulative Percent
employed
student
house maker
entrepreneur
Total
Missing
Total 60 30.2 30.5 30.5
49 24.6 24.9 55.3
74 37.2 37.6 92.9
14 7.0 7.1 100.0
197 99.0 100.0
2 1.0
199 100.0
Table 2 OCCUPATION
GRAPH 2 OCCUPATION
As per given data, it shows that the sample which have been analysis has a majority of female are house makers and then employed, student, entrepreneurs. So as to check whether female Occupation has an effect on buying behaviour.
II. Avg Income:
Frequency Percent Valid Percent Cumulative Percent
Valid <1 lac 87 43.7 44.2 44.2 1-2 lac 51 25.6 25.9 70.1 2 lac 59 29.6 29.9 100.0 Total 197 99.0 100.0 Missing System 2 1.0 Total 199 100.0 Table 3 AVG INCOME GRAPH 3 AVG INCOME As per given data, it shows that the sample which have been analysis has a majority of female under the group og average income <1 and then in the segment of 2lac . So as to check whether female's Average income has effect on buying behaviour. III. what is your monthly expenditure on cosmetics (in Rupees) Frequency Percent Valid Percent Cumulative Percent 500 1000 2000 >2000
Total 68 34.2 35.8 35.8
77 38.7 40.5 76.3
36 18.1 18.9 95.3
9 4.5 4.7 100.0
190 95.5 100.0
Missing 9 4.5
Total 199 100.0
Table 4 MONTHLY EXPENDITURE
GRAPH 4 MONTHLY EXPENDITURE
As per given data, it shows that the sample which have been analysis that approx amount of rupees 500 to 1000 is spend on cosmetic products which also rely on the average income and age of females.
IV. Highest Qualification
Frequency Percent Valid Percent Cumulative Percent
ssc
hsc
graduate
pg and above
Total
Missing 36 18.1 18.5 18.5
28 14.1 14.4 32.8
75 37.7 38.5 71.3
56 28.1 28.7 100.0
195 98.0 100.0
4 2.0
Total 199 100.0
Table 5 HIGHEST QUALIFICATION
GRAPH 5 HIGHEST QUALIFICATION
As per given data, it shows that the sample which have been analysis shows that most on the females in sample are at least graduate or PG . which will beneficial to know whether their education has influence on their purchasing behaviour and it will show whether they are cosmopolitan or ethnocentric
V. Marital status
Frequency Percent Valid Percent Cumulative Percent
Valid married 119 59.8 61.7 61.7
unmarried 74 37.2 38.3 100.0
Total 193 97.0 100.0
Missing System 6 3.0
Total 199 100.0
Table 6 MARITAL STATUS
GRAPH 6MARITAL STATUS
As per given data, it shows that the sample which shows that majority of females in sample testing are married ,marital status is consider so as to see the frequency of female candidate on buying cosmetic product and whether it has influenced the brand preference.
VI. How often do you buy cosmetic products
Frequency Percent Valid Percent Cumulative Percent
Valid fortnight 9 4.5 4.6 4.6
monthly 135 67.8 69.2 73.8
yearly 51 25.6 26.2 100.0
Total 195 98.0 100.0
Missing System 4 2.0
Total 199 100.0
Table 7 PURCHASE FREQUENCY
GRAPH 7 PURCHASE FREQUENCY
Vlll. Which brand you prefer most
Frequency Percent Valid Percent Cumulative Percent
Valid
LAKME
LOREAL
REVLON
LOTUS
ORIFLAME
MAC
Total 117 58.8 59.4 59.4
59 29.6 29.9 89.3
2 1.0 1.0 90.4
12 6.0 6.1 96.4
6 3.0 3.0 99.5
1 .5 .5 100.0
197 99.0 100.0
Missig 2 1.0
Total 199 100.0
Table 8 BRAND PREFRENCE
GRAPH 8 BRAND PREFRENCE
The one-way ANOVA compares the means for the categorical variables that have three or more group. Following table shows the results of the one-way ANOVA test for various demographic variables and ethnocentric/Cosmopolitan tendencies
Relationship between age and ethnocentric tendencies
Table 9 RELATIONSHIP BETWEEN AGE AND ETHNOCENTRIC TENDENCIES(DESCRIPTIVE AND ANNOVA)
Descriptive
N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
Lower Bound Upper Bound
What is your opinion about following [Indians should only buy Indian cosmetic product instead of imports] 16-25 52 2.27 1.050 .146 1.98 2.56 1 5
26-35 59 2.69 .933 .121 2.45 2.94 1 4
35-45 50 2.84 1.057 .149 2.54 3.14 1 5
45 and above 36 2.94 1.040 .173 2.59 3.30 1 4
Total 197 2.66 1.040 .074 2.52 2.81 1 5
What is your opinion about following [It is always best to purchase Indian products.] 16-25 52 2.65 .905 .125 2.40 2.91 1 5
26-35 59 2.81 .656 .085 2.64 2.98 2 4
35-45 50 3.00 .948 .134 2.73 3.27 1 5
45 and above 36 3.00 .956 .159 2.68 3.32 1 4
Total 197 2.85 .865 .062 2.73 2.97 1 5
What is your opinion about following [Purchasing foreign made cosmetic products is un-Indian.] 16-25 52 2.15 .937 .130 1.89 2.41 1 5
26-35 59 2.41 .722 .094 2.22 2.59 1 4
35-45 50 2.40 .904 .128 2.14 2.66 1 4
45 and above 36 2.78 .929 .155 2.46 3.09 2 5
Total 197 2.41 .885 .063 2.28 2.53 1 5
What is your opinion about following [Import only unavailable products] 16-25 52 2.94 1.074 .149 2.64 3.24 1 5
26-35 59 2.83 .894 .116 2.60 3.06 1 4
35-45 50 2.64 .942 .133 2.37 2.91 1 4
45 and above 36 3.28 .741 .124 3.03 3.53 2 4
Total 197 2.89 .950 .068 2.76 3.03 1 5
What is your opinion about following
[Imported products should not be allowed in indian market] 16-25 52 1.90 .934 .130 1.64 2.16 1 5
26-35 59 2.47 .971 .126 2.22 2.73 1 4
35-45 50 2.28 .927 .131 2.02 2.54 1 4
45 and above 36 2.56 .969 .162 2.23 2.88 1 4
Total 197 2.29 .975 .070 2.15 2.43 1 5
‘
ANNOVA
Sum of Squares df Mean Square F Sig.
[Indians should only buy Indian cosmetic product instead of imports] Between Groups 12.540 3 4.180 4.047 .008
Within Groups 199.348 193 1.033
Total 211.888 196
[It is always best to purchase Indian products.] Between Groups 4.013 3 1.338 1.809 .147
Within Groups 142.718 193 .739
Total 146.731 196
[Purchasing foreign made cosmetic products is un-Indian.] Between Groups 8.284 3 2.761 3.670 .013
Within Groups 145.229 193 .752
Total 153.513 196
[Import only unavailable products] Between Groups 8.887 3 2.962 3.406 .019
Within Groups 167.874 193 .870
Total 176.761 196
[Imported products should not be allowed in Indian market] Between Groups 12.308 3 4.103 4.545 .004
Within Groups 174.200 193 .903
Total 186.508 196
Result: The ethnocentric tendencies is more dominant in older age group 35 and above then youngster (below 35).
Table 10 RELATIONSHIP BETWEEN ETHNOCENTRIC TENDENCIES AND OCCUPATION(DESCRIPTIVE AND ANNOVA)
Descriptive
N
Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
Lower Bound Upper Bound
[Indians should only buy Indian cosmetic product instead of imports] employed 60 2.77 1.140 .147 2.47 3.06 1 5
student 49 2.27 1.076 .154 1.96 2.57 1 5
house maker 74 2.86 .941 .109 2.65 3.08 1 4
entrepreneur 14 2.57 .514 .137 2.27 2.87 2 3
Total 197 2.66 1.040 .074 2.52 2.81 1 5
[It is always best to purchase Indian products.] employed 60 2.72 1.043 .135 2.45 2.99 1 5
student 49 2.63 .929 .133 2.37 2.90 1 5
house maker 74 3.14 .581 .068 3.00 3.27 2 4
entrepreneur 14 2.71 .726 .194 2.29 3.13 2 4
Total 197 2.85 .865 .062 2.73 2.97 1 5
[Purchasing foreign made cosmetic products is un-Indian.] employed 60 2.20 .605 .078 2.04 2.36 1 3
student 49 2.20 .935 .134 1.94 2.47 1 5
house maker 74 2.73 1.011 .118 2.50 2.96 1 5
entrepreneur 14 2.29 .469 .125 2.02 2.56 2 3
Total 197 2.41 .885 .063 2.28 2.53 1 5
[Import only unavailable products] employed 60 2.62 .865 .112 2.39 2.84 1 4
student 49 2.96 1.098 .157 2.64 3.27 1 5
house maker 74 3.08 .888 .103 2.88 3.29 1 4
entrepreneur 14 2.86 .864 .231 2.36 3.36 2 4
Total 197 2.89 .950 .068 2.76 3.03 1 5
[Imported products should not be allowed in indian market] employed 60 2.37 1.025 .132 2.10 2.63 1 4
student 49 1.94 .944 .135 1.67 2.21 1 5
house maker 74 2.43 .980 .114 2.21 2.66 1 4
entrepreneur 14 2.43 .514 .137 2.13 2.73 2 3
Total 197 2.29 .975 .070 2.15 2.43 1 5
‘
ANOVA
Sum of Squares df Mean Square F Sig.
[Indians should only buy Indian cosmetic product instead of imports] Between Groups 11.527 3 3.842 3.701 .013
Within Groups 200.362 193 1.038
Total 211.888 196
[It is always best to purchase Indian products.] Between Groups 9.654 3 3.218 4.531 .004
Within Groups 137.077 193 .710
Total 146.731 196
[Purchasing foreign made cosmetic products is un-Indian.] Between Groups 12.502 3 4.167 5.704 .001
Within Groups 141.011 193 .731
Total 153.513 196
[Import only unavailable products] Between Groups 7.432 3 2.477 2.824 .040
Within Groups 169.329 193 .877
Total 176.761 196
[Imported products should not be allowed in indian market] Between Groups 8.167 3 2.722 2.946 .034
Within Groups 178.340 193 .924
Total 186.508 196
Result: The ethnocentric tendencies is more dominant in house makers and then others.
Table 11 RELATIONSHIP BETWEEN ETHNOCENTRIC TENDENCIES AND INCOME(DESCRIPTIVE AND ANNOVA)
Descriptive
N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
Lower Bound Upper Bound
[Indians should only buy Indian cosmetic product instead of imports] <1 lac 87 2.72 1.128 .121 2.48 2.96 1 5 1-2 lac 51 3.02 .735 .103 2.81 3.23 2 5 2 lac 59 2.27 1.014 .132 2.01 2.54 1 4 Total 197 2.66 1.040 .074 2.52 2.81 1 5 [It is always best to purchase Indian products.] <1 lac 87 2.86 .865 .093 2.68 3.05 1 5 1-2 lac 51 3.27 .532 .075 3.12 3.42 3 5 2 lac 59 2.47 .935 .122 2.23 2.72 1 4 Total 197 2.85 .865 .062 2.73 2.97 1 5 What is your opinion about following [Purchasing foreign made cosmetic products is un-Indian.] <1 lac 87 2.59 .935 .100 2.39 2.79 1 4 1-2 lac 51 2.25 .688 .096 2.06 2.45 1 3 2 lac 59 2.27 .925 .120 2.03 2.51 1 5 Total 197 2.41 .885 .063 2.28 2.53 1 5 What is your opinion about following [Import only unavailable products] <1 lac 87 3.09 1.019 .109 2.87 3.31 1 5 1-2 lac 51 3.14 .749 .105 2.93 3.35 1 4 2 lac 59 2.39 .810 .105 2.18 2.60 1 4 Total 197 2.89 .950 .068 2.76 3.03 1 5 What is your opinion about following [Imported products should not be allowed in indian market] <1 lac 87 2.39 1.093 .117 2.16 2.62 1 5 1-2 lac 51 2.27 .940 .132 2.01 2.54 1 4 2 lac 59 2.15 .805 .105 1.94 2.36 1 4 Total 197 2.29 .975 .070 2.15 2.43 1 5 ANOVA Sum of Squares df Mean Square F Sig. [Indians should only buy Indian cosmetic product instead of imports] Between Groups 15.868 2 7.934 7.852 .001 Within Groups 196.021 194 1.010 Total 211.888 196 [It is always best to purchase Indian products.] Between Groups 17.517 2 8.759 13.150 .000 Within Groups 129.214 194 .666 Total 146.731 196 [Purchasing foreign made cosmetic products is un-Indian.] Between Groups 5.062 2 2.531 3.308 .039 Within Groups 148.451 194 .765 Total 153.513 196 [Import only unavailable products] Between Groups 21.424 2 10.712 13.378 .000 Within Groups 155.337 194 .801 Total 176.761 196 [Imported products should not be allowed in Indian market] Between Groups 2.011 2 1.005 1.057 .349 Within Groups 184.497 194 .951 Total 186.508 196 Result: The ethnocentric tendencies are more dominant in lower income group than higher income group. Table 12 RELATIONSHIP BETWEEN ETHNOCENTRIC TENDENCIES AND EDUCATION(DESCRIPTIVE AND ANNOVA) Descriptive N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound [Indians should only buy Indian cosmetic product instead of imports] ssc 36 2.67 .956 .159 2.34 2.99 1 4 hsc 28 2.61 .737 .139 2.32 2.89 2 4 graduate 75 2.83 1.045 .121 2.59 3.07 1 5 pg and above 56 2.46 1.206 .161 2.14 2.79 1 5 Total 195 2.66 1.045 .075 2.51 2.81 1 5 [It is always best to purchase Indian products.] ssc 36 2.92 .732 .122 2.67 3.16 2 4 hsc 28 3.18 .476 .090 2.99 3.36 2 4 graduate 75 2.87 .844 .097 2.67 3.06 1 4 pg and above 56 2.63 1.071 .143 2.34 2.91 1 5 Total 195 2.85 .870 .062 2.73 2.97 1 5 [Purchasing foreign made cosmetic products is un-Indian.] ssc 36 2.61 .766 .128 2.35 2.87 1 4 hsc 28 2.25 .928 .175 1.89 2.61 1 4 graduate 75 2.47 1.018 .118 2.23 2.70 1 5 pg and above 56 2.25 .720 .096 2.06 2.44 1 5 Total 195 2.40 .887 .064 2.27 2.53 1 5 [Import only unavailable products] ssc 36 3.08 1.025 .171 2.74 3.43 1 4 hsc 28 3.25 .585 .111 3.02 3.48 2 4 graduate 75 2.84 .959 .111 2.62 3.06 1 5 pg and above 56 2.70 .989 .132 2.43 2.96 1 5 Total 195 2.90 .950 .068 2.77 3.04 1 5 [Imported products should not be allowed in indian market] ssc 36 2.42 .937 .156 2.10 2.73 1 4 hsc 28 2.18 .905 .171 1.83 2.53 1 4 graduate 75 2.39 1.077 .124 2.14 2.63 1 5 pg and above 56 2.11 .888 .119 1.87 2.34 1 4 Total 195 2.28 .978 .070 2.14 2.42 1 5 ' ANOVA Sum of Squares Df Mean Square F Sig. What is your opinion about following [Indians should only buy Indian cosmetic product instead of imports] Between Groups 4.308 3 1.436 1.323 .268 Within Groups 207.354 191 1.086 Total 211.662 194 What is your opinion about following [It is always best to purchase Indian products.] Between Groups 6.038 3 2.013 2.733 .045 Within Groups 140.649 191 .736 Total 146.687 194 What is your opinion about following [Purchasing foreign made cosmetic products is un-Indian.] Between Groups 3.828 3 1.276 1.636 .182 Within Groups 148.972 191 .780 Total 152.800 194 What is your opinion about following [Import only unavailable products] Between Groups 7.229 3 2.410 2.741 .045 Within Groups 167.919 191 .879 Total 175.149 194 What is your opinion about following [Imported products should not be allowed in indian market] Between Groups 3.486 3 1.162 1.220 .304 Within Groups 182.001 191 .953 Total 185.487 194 Result: The ethnocentric tendencies is more dominant in undergraduates then graduates and pg(highly educated) ' Table 13 RELATIONSHIP BETWEEN COSMOPOLITAN TENDENCIES AND AGE(DESCRIPTIVE AND ANNOVA) Descriptive N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound [I like immersing myself in different cultural environments] 16-25 52 3.44 1.227 .170 3.10 3.78 1 5 26-35 59 3.98 .508 .066 3.85 4.12 3 5 35-45 50 3.68 .551 .078 3.52 3.84 2 4 45 and above 36 3.78 .722 .120 3.53 4.02 2 5 Total 197 3.73 .824 .059 3.61 3.84 1 5 [My quality of life would improve if more imported goods were available] 16-25 52 3.15 .937 .130 2.89 3.41 1 5 26-35 59 3.58 1.086 .141 3.29 3.86 1 5 35-45 50 3.40 .904 .128 3.14 3.66 1 5 45 and above 36 3.39 .766 .128 3.13 3.65 2 5 Total 197 3.39 .955 .068 3.25 3.52 1 5 [Getting information and news from around the world is important to me] 16-25 52 3.83 1.098 .152 3.52 4.13 1 5 26-35 59 3.66 .605 .079 3.50 3.82 3 5 35-45 50 3.84 .681 .096 3.65 4.03 2 5 45 and above 36 3.89 .667 .111 3.66 4.11 3 5 Total 197 3.79 .790 .056 3.68 3.90 1 5 [I find imported cosmetics more desirable than domestically produced products] 16-25 52 3.10 1.015 .141 2.81 3.38 1 5 26-35 59 3.20 1.063 .138 2.93 3.48 1 5 35-45 50 3.12 .918 .130 2.86 3.38 2 5 45 and above 36 3.22 .722 .120 2.98 3.47 2 5 Total 197 3.16 .953 .068 3.02 3.29 1 5 ANOVA Sum of Squares df Mean Square F Sig. [I like immersing myself in different cultural environments] Between Groups 8.286 3 2.762 4.267 .006 Within Groups 124.912 193 .647 Total 133.198 196 [My quality of life would improve if more imported goods were available] Between Groups 4.949 3 1.650 1.832 .143 Within Groups 173.732 193 .900 Total 178.680 196 [Getting information and news from around the world is important to me] Between Groups 1.529 3 .510 .813 .488 Within Groups 120.938 193 .627 Total 122.467 196 [I find imported cosmetics more desirable than domestically produced products] Between Groups .541 3 .180 .196 .899 Within Groups 177.581 193 .920 Total 178.122 196 Result: The cosmopolitan tendencies is more dominant in lower age group, It has been noticed that age group 26-35 are highly cosmopolitan. ' Table 14 RELATIONSHIP BETWEEN COSMOPOLITAN TENDENCIES AND OCCUPATION(DESCRIPTIVE AND ANNOVA) Descriptive N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound [I like immersing myself in different cultural environments] employed 60 4.12 .490 .063 3.99 4.24 3 5 student 49 3.41 1.257 .180 3.05 3.77 1 5 house maker 74 3.62 .590 .069 3.48 3.76 2 4 entrepreneur 14 3.71 .469 .125 3.44 3.98 3 4 Total 197 3.73 .824 .059 3.61 3.84 1 5 [My quality of life would improve if more imported goods were available] employed 60 3.78 1.106 .143 3.50 4.07 1 5 student 49 3.14 .957 .137 2.87 3.42 1 5 house maker 74 3.19 .771 .090 3.01 3.37 1 4 entrepreneur 14 3.57 .514 .137 3.27 3.87 3 4 Total 197 3.39 .955 .068 3.25 3.52 1 5 [Getting information and news from around the world is important to me] employed 60 4.15 .577 .075 4.00 4.30 3 5 student 49 3.80 1.118 .160 3.47 4.12 1 5 house maker 74 3.49 .555 .065 3.36 3.62 2 4 entrepreneur 14 3.86 .663 .177 3.47 4.24 3 5 Total 197 3.79 .790 .056 3.68 3.90 1 5 [I find imported cosmetics more desirable than domestically produced products] employed 60 3.47 1.016 .131 3.20 3.73 1 5 student 49 3.06 1.008 .144 2.77 3.35 1 5 house maker 74 2.95 .842 .098 2.75 3.14 1 5 entrepreneur 14 3.29 .726 .194 2.87 3.71 2 4 Total 197 3.16 .953 .068 3.02 3.29 1 5 Result: The cosmopolitan tendencies are more dominant in employed and entrepreneur than house makers. ' Table 15 RELATIONSHIP BETWEEN COSMOPOLITAN TENDENCIES AND INCOME(DESCRIPTIVE AND ANNOVA) Descriptive N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound [I like immersing myself in different cultural environments] <1 lac 87 3.57 .936 .100 3.38 3.77 1 5 1-2 lac 51 3.71 .540 .076 3.55 3.86 2 4 2 lac 59 3.97 .809 .105 3.76 4.18 1 5 Total 197 3.73 .824 .059 3.61 3.84 1 5 [My quality of life would improve if more imported goods were available] <1 lac 87 3.01 .828 .089 2.83 3.19 1 5 1-2 lac 51 3.45 1.045 .146 3.16 3.74 1 5 2 lac 59 3.88 .811 .106 3.67 4.09 2 5 Total 197 3.39 .955 .068 3.25 3.52 1 5 [Getting information and news from around the world is important to me] <1 lac 87 3.69 .880 .094 3.50 3.88 1 5 1-2 lac 51 3.75 .627 .088 3.57 3.92 3 5 2 lac 59 3.98 .754 .098 3.79 4.18 2 5 Total 197 3.79 .790 .056 3.68 3.90 1 5 [I find imported cosmetics more desirable than domestically produced products] <1 lac 87 2.84 .963 .103 2.63 3.04 1 5 1-2 lac 51 3.20 .872 .122 2.95 3.44 1 5 2 lac 59 3.59 .833 .108 3.38 3.81 2 5 Total 197 3.16 .953 .068 3.02 3.29 1 5 ANOVA Sum of Squares df Mean Square F Sig. [I like immersing myself in different cultural environments] Between Groups 5.413 2 2.707 4.109 .018 Within Groups 127.785 194 .659 Total 133.198 196 [My quality of life would improve if more imported goods were available] Between Groups 26.895 2 13.447 17.187 .000 Within Groups 151.785 194 .782 Total 178.680 196 [Getting information and news from around the world is important to me] Between Groups 3.177 2 1.588 2.583 .078 Within Groups 119.290 194 .615 Total 122.467 196 [I find imported cosmetics more desirable than domestically produced products] Between Groups 20.098 2 10.049 12.337 .000 Within Groups 158.024 194 .815 Total 178.122 196 Result: The cosmopolitan tendencies are more dominant in higher income group than others. Table 16 RELATIONSHIP BETWEEN COSMOPOLITAN TENDENCIES AND EDUCATION (DESCRIPTIVE AND ANNOVA) Descriptive N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum Lower Bound Upper Bound [I like immersing myself in different cultural environments] ssc 36 3.47 .609 .101 3.27 3.68 2 4 hsc 28 3.64 .559 .106 3.43 3.86 3 5 graduate 75 3.65 .893 .103 3.45 3.86 1 5 pg and above 56 4.02 .904 .121 3.78 4.26 1 5 Total 195 3.72 .828 .059 3.61 3.84 1 5 [My quality of life would improve if more imported goods were available] ssc 36 3.00 .586 .098 2.80 3.20 2 4 hsc 28 3.25 .887 .168 2.91 3.59 1 4 graduate 75 3.55 .990 .114 3.32 3.77 1 5 pg and above 56 3.46 1.078 .144 3.18 3.75 1 5 Total 195 3.38 .958 .069 3.24 3.51 1 5 [Getting information and news from around the world is important to me] ssc 36 3.36 .487 .081 3.20 3.53 3 4 hsc 28 3.64 .621 .117 3.40 3.88 3 5 graduate 75 3.83 .978 .113 3.60 4.05 1 5 pg and above 56 4.09 .611 .082 3.93 4.25 2 5 Total 195 3.79 .794 .057 3.68 3.90 1 5 [I find imported cosmetics more desirable than domestically produced products] ssc 36 2.83 .971 .162 2.50 3.16 1 5 hsc 28 3.00 .667 .126 2.74 3.26 2 4 graduate 75 3.31 .958 .111 3.09 3.53 1 5 pg and above 56 3.21 1.022 .137 2.94 3.49 1 5 Total 195 3.15 .954 .068 3.01 3.28 1 5 ANOVA Sum of Squares Df Mean Square F Sig. [I like immersing myself in different cultural environments] Between Groups 7.677 3 2.559 3.898 .010 Within Groups 125.370 191 .656 Total 133.046 194 [My quality of life would improve if more imported goods were available] Between Groups 8.153 3 2.718 3.057 .030 Within Groups 169.765 191 .889 Total 177.918 194 [Getting information and news from around the world is important to me] Between Groups 12.345 3 4.115 7.143 .000 Within Groups 110.034 191 .576 Total 122.379 194 [I find imported cosmetics more desirable than domestically produced products] Between Groups 6.312 3 2.104 2.359 .073 Within Groups 170.375 191 .892 Total 176.687 194 Result: The cosmopolitan tendencies are more dominant in graduates and PG& above. PG and above consumer profile exhibit more cosmopolitan tendencies than all other consumer group. Table 17 COMPARATIVE EVALUATION OF INDIAN AND FOREIGN BRANDS BASED ON PRICE, QUALITY, VARIETY, INGREDIENTS AND ACCESSIBILITY Descriptive Statistics N Strongly Disagree Strongly Agree Mean Std. Deviation Do you think Indian Cosmetic Brands are better than foreign brands [Price ] 197 1 5 3.59 .962 Do you think Indian Cosmetic Brands are better than foreign brands [Quality] 197 1 5 2.94 .954 Do you think Indian Cosmetic Brands are better than foreign brands [Variety] 195 1 5 2.97 .882 Do you think Indian Cosmetic Brands are better than foreign brands [Accessibility] 197 1 5 3.69 .797 Do you think Indian Cosmetic Brands are better than foreign brands [Ingredients] 197 1 5 3.15 .889 Valid N (list wise) 195 Results: Indian women rate Indian cosmetic product better in terms of Price, Accessibility and on ingredients. But they feel that foreign brands have more variety and quality. ' TEST OF AWARENESS ABOUT BRAND'S COUNTRY OF ORIGIN GRAPH 9 Country of origin Lakme GRAPH 10 Country of origin Revlon GRAPH 11 Country of origin Oriflame GRAPH 12 Country of origin colorBar GRAPH 13 Country of origin MAC Result: Except Lakme and L'Oreal women's are not aware about country of origin of other product and they seldom care about origin of brand before purchase. ' FINDINGS ' Average expenditure on cosmetics by woman is 1000 RS. ' It was found that cosmetic products are purchased monthly. ' Most preferred brand is Lakme and Loreal. ' Lakme is favourite of all age group and income class while Loreal is more popular among age group of 26-35 and high income class. ' The ethnocentric tendencies are more dominant in older age group 35 and above then youngster (below 35). ' The ethnocentric tendencies are more dominant in house makers and then others. ' The ethnocentric tendencies are more dominant in lower income group than higher income group. ' The ethnocentric tendencies are more dominant in undergraduates then graduates and pg (highly educated) ' The cosmopolitan tendencies is more dominant in lower age group, it has been noticed that age group 26-35 are highly cosmopolitan. ' The cosmopolitan tendencies are more dominant in employed and entrepreneur than house makers. ' The cosmopolitan tendencies are more dominant in higher income group than others. ' The cosmopolitan tendencies are more dominant in graduates and pg& above. Pg and above consumer profile exhibit more cosmopolitan tendencies than all other consumer group. ' Indian women rate Indian cosmetic product better in terms of Price, Accessibility and on ingredients. But they feel that foreign brands have more variety and quality. ' Except Lakme and L'Oreal women's are not aware about country of origin of other product ' Customers know country of origin of Lakme as it belongs to house of HUL and Loreal as its name itself tells its origin LOREAL'PARIS. ' Indian female customer seldom cares about origin of brand before purchase all they look before is a global brand. ' In India low income, older age group and house maker are moderately ethnocentric. Among two equally potential product from foreign and Indian origin they always opt for Indian. ' Suggestion ' Indian Women prefer Lakme than any other available brand so they can utilize this as an opportunity and come with some products for lower middle class .This can enhance its market share. ' As found In Indian female customer belonging too low income, older age group and house maker group are moderately ethnocentric. Among two equally potential products from foreign and Indian origin they always opt for Indian. ' This is an opportunity for other Indian brand to come up with a product targeting older age group housemakers at value price and leverage the country of origin. ' Majorly Indian female customer seldom cares about origin of brand before purchase of cosmetic product all they look before purchase decision is is a global brand. So this is an opportunity for other brand to position itself as global brand to target Indian females. ' Like L'Oreal Paris other foreign brands can also target youth customers in India by using its country of origin and communicating its significance. ' Indian women rate Indian cosmetic product better in terms of Price, Accessibility and on ingredients. But they feel that foreign brands have more variety and quality. ' So Indian brands can work on it and assure customers that it is a quality product and much better than foreign products for Indian skin. This can be accomplished by comparative positioning with some global brand. Also they need to work on variety of product as delivered by foreign brand to penetrate and enhance market share. ' While foreign brand already has competitive edge of quality and variety all they can do is come up with less costly products to capture more market. ' Foreign brand suffer accessibility is an issue so for this they have to enhance their distribution network in India and use new channels such as Online stores, TV shopping channels ,Magazines. CONCLUSION This study attempts to explore whether Indian Female Cosmetic Consumers are Ethnocentric or Cosmopolitan and examine the effects of several demographic variables, i.e., gender, age, education level, income level and geographical region on the ethnocentric/ cosmopolitan tendencies among. In the survey it was found that majority of female consumers are cosmopolitan. For the profile of consumers, it is found age and education level play a major role in identifying the ethnocentric and cosmopolitan tendencies. It is found that older and lower educated respondents tend to be exhibit moderate ethnocentric attitudes. 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