By:- TANYA KOSHTI
1.INTRODUCTION –
The cosmetic and beauty industry is rapidly growing, with lipstick being one of the most popular makeup products among consumers. Buyers evaluate lipstick brands based on quality, durability, pigmentation, price, and lip compatibility. This study focuses on four well-known lipstick brands—Lakme, Maybelline, MAC, and Nykaa. Consumer ratings were collected to understand satisfaction levels across these brands. A One-Way ANOVA test was conducted to determine whether significant differences exist in consumer ratings among the selected lipstick brands.
2. OBJECTIVE –
The objective of this study is to apply One-Way ANOVA to compare consumer ratings of four different lipstick brands and determine if there is a statistically significant difference in their mean satisfaction scores.
3. LITERATURE REVIEW –
Nie (2019)
Nie’s research emphasizes how external market conditions, consumer behaviour, and organizational performance can influence variations within and between product categories. Although the focus is on technological organizations, the concept relates to cosmetics: changes in market trends and consumer expectations often affect brand performance and ratings.
Zhang & Chen (2014)
The study highlights the importance of resource allocation, product innovation, and quality consistency in maintaining competitive advantage. Makeup brands similarly differ in their formulation quality, pricing, marketing strategies, and customer loyalty—factors that may cause measurable statistical differences in consumer ratings.
4. DATA COLLECTION –
Data was collected through consumer surveys evaluating four lipstick brands. Each brand received ratings from multiple respondents on a standardized 1–10 scale. A total of 160 observations were categorized into four groups (Lakme, Maybelline, MAC, Nykaa)
ANOVA was used to determine if these groups differ significantly.
- Sample Size (N) = 160
- Brands = 4
- Ratings included: quality, durability, smoothness, and user satisfaction.
5. DATA ANALYSIS –
The following ANOVA results were generated:
ANOVA Table
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
29.7 |
3 |
9.9 |
1.032215 |
0.380041 |
2.662569 |
|
Within Groups |
1496.2 |
156 |
9.591026 |
|||
|
Total |
1525.9 |
159 |
|
|
|
|
Null Hypothesis (H₀): The mean ratings of all lipstick brands are equal.
Alternative Hypothesis (H₁): At least one lipstick brand has a different mean rating.
From the ANOVA table, the p-value = 0.3800, which is greater than the significance level of 0.05. Also, the calculated F value (1.0322) is less than the F critical value (2.6626). Therefore, the null hypothesis (H₀) is accepted.
This indicates that there is no statistically significant difference in the mean consumer ratings among the four lipstick brands (Lakme, Maybelline, MAC, and Nykaa).
6. CONCLUSION –
The ANOVA results show that there is no significant difference in the mean ratings of the four lipstick brands—Lakme, Maybelline, MAC, and Nykaa. The calculated F-value (1.0322) is lower than the F-critical value (2.6626), and the p-value (0.3800) is greater than 0.05. This indicates that the observed variation in ratings among the brands is likely due to random chance rather than real differences in consumer perception. Therefore, the null hypothesis is accepted, and it can be concluded that all four lipstick brands have similar average consumer ratings.
7.REFERENCES –
Nie, X. (2019). Legal challenges of the Asia-Pacific Space Cooperation Organization in the context of the Belt and Road Initiative. Space Policy, 47, 1–7.
Zhang, H., & Chen, Y. (2014). Role of the Asia-Pacific Space Cooperation Organization in advancing space technology and its applications in the Asia-Pacific region. Advances in Space Research, 54(3), 403–409.