PROJECT REPORT

Submitted in partial fulfilment of the requirements for the award of

the degree of

BACHELOR OF BUSINESS ADMINISTRATION WITH

COMPUTER APPLICATIONS

OF BHARATHIAR UNIVERSITY

Submitted by

SAJITH.T

1625G0500

Under the Guidance of

Dr. INBA SAHARAN MBA .M.COM M.Phil Ph.D

Associate Professor

DEPARTMENT OF MANAGEMENT STUDIES

AJK COLLEGE OF ARTS AND SCIENCE

COIMBATORE

MARCH 2019
 CERTIFICATE

This is to certify that project report entitled “BUYING BEHAVIOUR TOWARDS

FAIRNESS CREAM WITH SPECIAL REFERENCE TO OTTAPALAM” submitted to
Bharathiar University in partial fulfilment of the award of degree of Bachelor of Business
Administration with Computer Applications is a record of original work done by me during
the period of study in AJK College of Arts and Science under the supervision of
Dr INBA SAHARAN MBA .M.COM M.Phil Ph.D Associate Professor of Department of
Management Studies.

PLACE: Signature of the Guide

DATE:

Signature of the HOD Signature of the Principal

Project Viva Voice held on: ------------------------------------

Signature of the Internal Examiner Signature of the External Examiner

 DECLARATION

I hereby declared that the project report has been undergone by me at

AJK COLLEGE OF ARTS AND SCIENCE, Navakkarai, Coimbatore and that the report
submitted in partial fulfillment of BHARATHIAR UNIVERSITY for the award of the
degree of Bachelor Of Business Administration With Computer Applications is reward
of original work done by me under the guidance of Dr.INBA SAHARAN MBA .M.COM
M.Phil Ph.D during the period of my study at AJK College of Arts and Science

Place : SAJITH T
Date : 1625G0500
 ACKNOWLEDGEMENT

I owe my deep gratitude to our project guide who took keen interest on our project
work and guided us all along, till the completion of Dr INBA SAHARAN MBA .M.COM
M.Phil Ph.D our project work by providing all the necessary information for developing a
good system.

I am thankful to and fortunate enough to get constant encouragement, support and guidance
from all Teaching staffs of MANAGEMENT STUDIES which helped us in successfully
completing our project work. Also, I would like to extend our sincere esteems to all staffs in
department for their timely support.

I heartily thank our other project supporting guide for Ms. NITHYA NAGARATHINAM
Assistant Professor for her guidance and suggestions during this project work.I would not
forget to remember Mr D Balaji Assistant Professor of college for their encouragement and
more over for their timely support and guidance till the completion of our project work.

Many people, especially our classmates and team members itself, have made valuable
comment suggestions on this proposal which gave us an inspiration to improve my project. I
thank all the people for their help directly and indirectly to complete my project.

I am also thankfully to my family members also.They also supporting me very perfectly to do

the project.“BUYING BEHAVIOUR TOWARDS FAIRNESS CREAM WITH
SPECIAL REFERENCE TO OTTAPALAM”.I am also shown my gratitude to my family
members.
 CONTENTS

CHAPTER NO TITLE PAGE NO

1 ABSTRACT 6

INTRODUCTION TO THE
2 7
STUDY

3 REVIEW OF LITERATURE 8

OBJECTIVES OF THE
4 11
STUDY

LIMITATIONS OF THE
5 12
STUDY

RESEARCH
6 13
METHODOLOGY

DATA ANALYSIS AND

7 14
INTERPRETATION

8 FINDINGS 50

9 SUGGESTIONS 51

10 CONCLUSION 52

BIBLIOGRAPHY 53

QUESTIONNAIRE 54
 CHAPTER 1

ABSTRACT
The rise in consumerism and changing lifestyle of Indians have led to strong demand
for fairness western culture and hence growing brand conscious, which created an
opportunity for the market is increasing the penetration level of male spending in fairness
creams. The easy availability of product has made the business to expand. The potential
growth for expansion of the business depends on the factors like sun screens, age miracle,
fairness cream with multi vitamin etc. This paper aims to identify the brand preferences in the
fairness cream market. This paper also influences the factors responsible for purchasing
different brand of fairness creams.

Page | 6
 CHAPTER 2

INTRODUCTION

In today‟s world, it‟s a big yes. Previously Fairness creams were used only by
women, but now the situation has changed and Fairness creams are equally sorted by men
too. We are living in culture where mothers advice their daughters not to play under the sun,
where marriage classified ads still state “looking for a fair skin and beautiful girl or boy”, and
not only matrimonial ads but also societies believe that being fair is beautiful and handsome.
As fashion trends and lifestyles changed, attitudes and conceptions about human beauty also
have undergone tremendous changes and that most of the Indians are very much concern
about their complexion, hence there lies a requirement for fairness products. Various
cosmetic brands have launched fairness creams for men and women with Bollywood
celebrities like Yami Gautami, Shahrukh khan, Varun Dhavan endorsing them, they have
become a craze. The market size for fairness cream in India is estimated to be Rs 3000 Crores
(approx.). The leading player in the fairness product market is Hindustan lever ltd. „Fair n
Lovely‟ with 76% market share where the brands available are Multivitamin, Skin Clarity
Ayurveda, and Active sun block cream. Other important players are fair and handsome, Olay,
L‟Oreal, Patanjali, Garnier, Ponds etc. share rest of the market share. As India is known for
its diversity, various consumers belonging to the different backgrounds from different parts
of the country prefer unlike brands. In the view of this, it was found vital to conduct a
research on the brand preferences of consumers in the fairness market. We look at the factors
like awareness, preferences, influencing factors while conducting this research.

Page | 7
 CHAPTER 3

REVIEW OF LITERATURE
This literature review highlights an overview of previous studies related with
electronic media and purchasing decision of youth consumers.The study is also helpful in
examining the impact of electronic media on youth.This review will provide an insight to the
marketers in making further marketing strategy towards target consumer. Te'eni-Harari and
Hornik (2010) examined product involvement at different age group and revealed that
product involvement of adolescents are positively influenced by subjective product
knowledge. Increasing age of young consumer make them more conscious about knowledge
and product information. Age negatively influence product involvement of young people.
Patel (2014) studied preference for fairness cream and revealed that Fair & Lovely is mostly
preferred among all the cream. Consumer prefers quality and current fashion product rather
than price factor. According to him fairness and recognition are the most accepted attributes
by consumers. Friend’s advertisement and word-of-mouth are the influencing factor in
purchasing of product. According to Raja and Kumar (2014) men are also becoming
conscious about their look and they mostly prefer Garnier fairness cream and their purchase
decision is mostly influenced by Television media.

Shoaib et.al (2012) Examined the purchase behaviour of Pakistani customers influenced by
mass media such as TV and it was found that they were more responsive towards
advertisement which was endorse by their familiar Indian stars because they build a brand
identity with the product and retain the product.Hasan (2015) concentrated his study on the
impact of TV advertisement on both genders by examining the relationship between TV
advertisement and consumer behaviour in a city of Pakistan .The study was also focused on
rural and urban residential area. The study reveals that TV advertisement had likely more
impact on females and rural areas due to family decision in buying the product.

Arulkumar(2013) Studied pre-purchase behaviour of rural and urban customer influenced

by TV advertisement and found it different on the basis of their attitude towards
promotion.This study is helpful in making further marketing strategy for the target
customers.Mathew & Aswathy (2014) examined the FMCG of HUL and studied the impact
of TV advertisements on its product.Their studies revealed that TV advertisement had

Page | 8
positive impact on buying decisions of customer and in recent, it had its own importance in
the marketing of the product. Further Bisht (2013) also revealed from her study that there is a
positive relationship between TV advertisement and purchase decision of youth, since they
are more informational conscious so they give emotional response to the advertisement rather
than environmental response .The study also reveals that TV advertisement also leads to trial
purchase. Sonkusare (2013) concentrated her study on women by specially focusing the study
on FMCG product. The results from the study show that the women are influenced by the
television advertisements followed by radio advertisement in comparison to other media.
According to the study they are influenced by word of mouth advertisement.

Bhatti & Fiaz (2016)

Concentrated their studies on TV as electronic media due to its popularity .Their study also
examines the impact of celebrity endorsement on purchasing behaviour of consumers
According to the study majority of respondents were exposed to TV advertisements and
celebrity advertisement was having positive impact on mindset of cosumers.TV plays a
significant role in celebrity endorsement due to its high exposure and hence fulfills the
purpose.

Pirzada(2014)

Electronic media, social media and purchasing pattern have a positive relationship.Lifestyle
and purchasing pattern of pakistani customer is influenced to the large extent by TV
advertisement, electronic and social media,this is due to their intense trust on media. The use
of TV and social media like facebook is increasing for the entertainment purpose so specially
youth are influenced by it. Sadhasiva & Nithya (2015) studied the impact of television
advertisement and online advertisement on consumers through secondary data and revealed
that both media have a positive impact on the mind of customers in making their preferences
,perception ,attitude and modifying behaviour of customers.TV advertisement was found
ahead of online advertisement due to more physical approach of TV in comparison to E-
services for the product.

Page | 9
Kumar and Bansal(2013)

Examined that TV is the most effective media in inducing adolescent to buy a particular
product.Since TV has more creative capability to demonstrate a product through the use of
shape, size, colour,appearance,sound and motion.They consider it as the source of getting
information of the product. According to Prithvi and Dash(2013). TV is the most effective
medium among Radio, Print and Web advertising for making purchase decision. Importance
of Internet advertising is also growing due to increased usage of internet as a social media
specially by young generation.

Rehmani and Khan(2011)

Focussed their studies in understanding purchase intension of customers due to E-media

which can be further helpful in knowing their purchase decision. According to their studies
social media is becoming more effective than other media due to its increasing popularity.
Rajendran &PG (2015) examined consumer buying pattern in reference to fairness cream and
found that users were satisfied with the performance of fairness cream.There were different
factors which were responsible for preferring fairness cream such as quality advertisement,
fragrance etc but still focus should be on providing product at lower cost with less chemical
content for improving customer satisfaction.

Page | 10
 CHAPTER 4

OBJECTIVES OF THE STUDY

 To study the current Indian market for fairness creams.
 To analyze the relationship between a specific brand and its buying behaviour.
 To assess whether advertising is influencing the buying behaviour of the
consumers.
 To study the impact of the brands of fairness creams on the consumers buying
behaviour.
 To find out the appropriate and effective marketing mix for the cosmetic
product.
 To find out the External Stimuli which influence the purchasing of cosmetic
product by consumers
 To determine the nature and marketing position of the brands in the market
place

Page | 11
 CHAPTER 5

LIMITATIONS OF THE STUDY

 Survey has been conducted taking into consideration 100 responses as sample size.
 All the information collected belongs only to the mindset of the consumers of
Ottapalam. So we don’t have the clear and perfect idea about the choices and
responses for the same questions of the respondents of the other cities or throughout
the world.
 The accuracy of the finding of the study depends upon the correctness of the
information given by respondent.
 As the data is available through offline forms responses data may not be universally
acceptable.

Page | 12
 CHAPTER 6

RESEARCH METHODOLOGY
A survey of fairness creams available in the market was done. Commonly used brands
were taken into consideration. This selection was done by forwarding form which was in the
form of questioner schedule to both males and female. Sample size of survey was 100. It is
drawn on the basis of brand preferences in the fairness creams market. All the respondents
are from Ottapalam. As a researcher, I found out similarities and dissimilarities and reached a
meaningful conclusion.

Research design

Research design includes Exploratory and Descriptive.

Data sources

The method used for collecting data was primary and secondary as well.

Primary data collection

It is collected through sampling from age group, income group and from different
occupation.By this we get the idea of current situation and also reliable data. Through
Questionnairesmethod,the data is being derived by looking at the responses given by the
respondents For this study 100 samples are used.

Secondary data collection

For collecting secondary data we were gone through various sources.One of the main sources
was information through internet, journals, previous years projects.

Sample design:

Sampling was done on factors like age, income, gender, occupation.

Tools for analysis

For data analysis, percentage analysis, simple charting and tabulation tools are used to
understand the behaviour of the respondents for online shopping

Page | 13
 CHAPTER 7

DATA ANALYSIS

TABLE NO 1

CLASSIFICATION OF RESPONDENTS BY GENDER

GENDER NO.OF RESPONDENTS PERCENTAGE

MALE 37 37%

FEMALE 63 63%

TOTAL 100 100%

INTERPRETATION

In the survey that was conducted by choosing participants randomly, the percentage females
were higher than males by nearly 63% clearly indicating an elevated level of fairness cream
usage amongst females as opposed to males.

Page | 14
 GRAPH NO 1

CLASSIFICATION OF RESPONDENTS BY GENDER

70

60

50

40

30

20

10

0
MALE FEMALE

Page | 15
 TABLE NO 2

CLASSIFICATION OF RESPONDENTS BY AGE

AGE GROUP NO. OF RESPONDENTS PERCENTAGE

16 -20 10 10%

21 -25 52 52%

26 -30 30 30%

31 -35 8 8%

TOTAL 100 100%

INTERPRETATION

The survey conducted shows that a total of 52% of the respondents are aged below
25 which suggests that the preference for fairness cream is higher amongst youth compared to
more aged adults.This could possibly result from the youth’s need to look good by having fair
skin, especially women who prefer to groom themselves.In this modern era, men have also
grown accustomed to the use of fairness creams, thereby giving rise to numerous men’s
fairness cream brands

Page | 16
 GRAPH NO 2

CLASSIFICATION OF RESPONDENTS BY AGE

60

50

40

30

20

10

0
16 -20 21 -25 26 -30 31 -35

Page | 17
 TABLE NO 3

CLASSIFICATION OF RESPONDENTS BY EDUCATION LEVEL

EDUCATION NO.OF RESPONDENTS PERCENTAGE

SCHOOL/COLLEGE 21 21%

UNDERGRAD 24 24%

POSTGRAD 33 33%

PROFESSIONAL 22 22%

TOTAL 100 100%

INTERPRETATION

From the survey findings,we notice that 24% of the respondents are undergrad level
students. One of the main reason behind this is that undergrad students often need to travel
far to go to their universities and also attend different club events.Some of them even tend to
do part time jobs.So they remain outside home for longer periods and are exposed to the UV
rays of the sun which further necessitates the use of fairness creams to maintain their
complexion.Another reason behind the high number of undergrad responses is sampling bias

Page | 18
 GRAPH NO 3

CLASSIFICATION OF RESPONDENTS BY EDUCATION LEVEL

35

30

25

20

15

10

0
SCHOOL COLLEGE UNDERGRAD POST GRAD PROFESSIONAL

Page | 19
 TABLE NO 4

BRAND CONSCIOUS TOWARDS FAIRNESS CREAMS

ANSWER NO.OF RESPONDENTS PERCENTAGE

YES 47 47%

NO 53 53%

TOTAL 100 100

INTERPRETATION

Nearly twice as many respondents said that they are brand conscious when it comes to buying
fairness creams as respondents who weren’t brand conscious. This goes to show that
the customers place faith in certain brands and the quality of their product and also
chooses brands over generic products out of concern of damaging their own skin.
Brand creates a sense of safety and loyalty amongst customers and the fairness cream
industry has been seeing the entrance of new promising brands

Page | 20
 GRAPH NO 4

BRAND CONSCIOUS TOWARDS FAIRNESS CREAMS

54

53

52

51

50

49

48

47

46

45

44
YES NO

Page | 21
 TABLE NO 5

PREFERENCE SCORES OF DIFFERENT FAIRNESS CREAM BRANDS

BRAND NAME AVERAGE SCORE OUT OF 5

FAIR AND LOVELY 1.75

PONDS 2.41

OLAY 3.01

VASELINE 3.38

FAIR AND HANDSOME 1.97

GARNIER 2.91

NIVEA 3.54

LAKME 2.93

INTERPRETATION

From the previous chart, we can clearly observe that Nivea and Vaseline are clearly the two
most preferred brands as they received the highest and second highest average score out of
5.These are premium, expensive brands of fairness cream that offer a lot of different benefits
which tend to attract customers to these brands more than others They have been in business
for a long time having built trust and loyalty amongst its users and furthermore, it has
sustained its quality over decades.One factor to consider in this scenario is that the
respondents profile belonged generally to upper middle class or upper class who can afford
premium products and therefore, chose these two brands. But considering the mass people of
Bangladesh who would not be capable of spending so much on fairness creams would opt for
cheaper quality alternatives and that is where fair and lovely steps into the game.

Page | 22
 GRAPH NO 5

PREFERENCE SCORES OF DIFFERENT FAIRNESS CREAM BRANDS

3.5

2.5

1.5

0.5

0
FAIR AND PONDS OLAY FAIR AND GARNIER NIVEA LAKME VASELINE
LOVELY HANDSOME

Page | 23
 TABLE NO 6

SOURCE OF AWARENESS OF FAIRNESS CREAM BRANDS

NO .OF
SOURCE PERCENTAGE
RESPONDENTS

TELEVISION 20 20%

NEWSPAPER/MAGAZINE 5 5%

BILLBOARD 10 10%

RADIO 17 17%

SOCIAL MEDIA 23 23%

WORD OF
25 25%
MOUTH(FRIENDS/FAMILY/RETAILERS)

TOTAL 100 100%

INTERPRETATION

According to the survey, out of the 100 respondents, 20% of them are made aware
of different brands of fairness creams through television ads, 25% learn about the brands
from social media and a staggering 25% of the respondents learn about different brands of
fairness creams through word of mouth. It could family or friends suggesting a particular
brand of cream who have previously used the product and benefited from it or it could be a
suggestion from the store owner where respondents shop.Regardless, the opinion of another
person is highly regarded here as they can relate the user’s experience to themselves. In this
modern era, where people are losing the habit of reading newspapers and magazine, it serves
as a low potential source of ads. Social media is the hype around the globe right now.

Page | 24
 GRAPH NO 6

SOURCE OF AWARENESS OF FAIRNESS CREAM BRANDS

30

25

20

15

10

Page | 25
 TABLE NO 7

COMMON COMPLAINTS FROM USING FAIRNESS CREAMS

COMPLAINT NO.OF RESPONDENTS PERCENTAGE

NOT DELIVERING VALUE

PROMISED THROUGH 20 20%
ADS

POOR PACKAGING 10 10%

SIDE EFFECTS 7 7%

TOO OILY 13 13%

NON-AVAILABILITY 27 27%

OTHER 23 23%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 20% respondents have complaints that not delivering
values promised through ads and 10% respondents have poor packaging problems and 7%
respondents have side effects problem 13% respondents have problem due to more oily and
27% of respondents have problem due to non availability of products and 23% have some
other problems also.

Page | 26
 GRAPH NO 7

COMMON COMPLAINTS FROM USING FAIRNESS CREAMS

30

25

20

15

10

0
NOT DELIVERING POOR SIDE EFFECTS TOO OILY NON OTHER
VALUE PACKAGING AVAILABILITY
PROMISED
THROUGH ADS

Page | 27
 TABLE NO 8

FACTORS INFLUENCING THE DECISION TO PURCHASE A FAIRNESS CREAM

FACTORS AVERAGE SCORE OUT OF 5

PRICE 3.04

PACKAGING 2.80

FRAGRANCE 3.04

BRAND VALUE BRAND NAME 4.01

ADVERTISEMENT 2.83

MOISTURIZING ABILITY 3.62

PERKS (OIL CONTROLL AGE
3.70
REDUCTION)
PROMOTIONAL OFFERS (DISCOUNT) 2.62

INTERPRETATION

From the above bar graph, we can deduce that a lot of factors play an important role in the
mind of customers when they are making the decision to purchase a fairness cream,but that
factor with a score of 4.01 exceeding others in terms of importance is the brand value
or brand name of a particular product.The data from the previous survey questions also
support this finding as two-thirds of the respondents admitted to being brand conscious
when buying fairness creams and placed. Furthermore, we saw that the upper class and
middle upper class customers had a strong preference towards brands like Nivea and
Vaseline and end up buying their products more than others simply out of brand
loyalty.The factor with the second highest score is perks which include different special
benefits offered by a product such as age-reducing fairness creams, oil control fairness
creams,spot healing fairness creams etc. This shows that when customers buy a fairness
cream,they are looking to receive more benefits from it than just being fair.They would
rather not use a different cream for each benefit and would instead opt for a complete
solution to their problem

Page | 28
 GRAPH NO 8

FACTORS INFLUENCING THE DECISION TO PURCHASE A FAIRNESS CREAM

4.5

3.5

2.5

1.5

0.5

0
PRICE PACKAGING FRAGRANCE BRAND VALUE BRAND
NAME

Page | 29
 TABLE NO 9

PURCHASE LOCATION OF FAIRNESS CREAMS

LOCATION NO OF RESPONDENTS PERCENTAGE

EXCLUSIVE OUTLETS 12 12%

GROCERY SHOPS 28 28%

AGENTS 20 20%

OTHER 40 40%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 28% of peoples purchase their fairness creams from
grocery shops and only 20% of peoples purchase their fairness creams from agents.

Page | 30
 GRAPH NO 9

PURCHASE LOCATION OF FAIRNESS CREAMS

45

40

35

30

25

20

15

10

0
EXCLUSIVE OUTLETS GROCERY SHOPS AGENTS OTHER

Page | 31
 TABLE NO 10

CHARACTERISTICS PREFERRED IN FAIRNESS CREAMS

CHARECTERISTICS NO OF RESPONDANTS PERCENTAGE

VITAMIN A 31 31%

VITAMIN C 32 32%

SUN PROTECTION 24 24%

BLEACH 13 13%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 24% repondants use their fairness creams to protect their
skin from sun and only 13% peoples use it has a bleach ,

Page | 32
 GRAPH NO 10

CHARACTERISTICS PREFERRED IN FAIRNESS CREAMS

35

30

25

20

15

10

0
VITAMIN A VITAMIN C BLEACH SUN PROTECTION

Page | 33
 TABLE NO 11

PURPOSE OF USING FAIRNESS CREAMS

PURPOSE NO OF RESPONDENTS PERCENTAGE

FAIRNESS 40 40%

MOISTURIZING 32 32%

TO HIDE PIMPLE AND

18 18%
DARK CIRCLE

OTHERS 10 10%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 40% respondents use their fairness cream for looking fair
and only 10% peoples use fairness creams for other purpose.

Page | 34
 GRAPH NO 11

PURPOSE OF USING FAIRNESS CREAMS

45

40

35

30

25

20

15

10

0
FAIRNESS MOISTURIZING TO HIDE PIMPLE AND OTHERS
DARK CIRCLE

Page | 35
 TABLE NO 12

USE OF FAIRNESS CREAM A DAY

RESPONSE NO OF RESPONDANTS PERCENTAGE

1 TIME 43 43%

2 TIMES 19 19%

3 TIMES 16 16%

MORE THAN 3 TIMES 22 22%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 43% respondents use their fairness cream once a time in a
day and only 22% people use fairness creams for more than 3 times a day

Page | 36
 GRAPH NO 12

USE OF FAIRNESS CREAM A DAY

50

45

40

35

30

25

20

15

10

0
1TIME 2 TIMES 3 TIMES MORE THAN 3 TIMES

Page | 37
 TABLE NO 13

SIDE EFFECTS OF FAIRNESS CREAMS

SIDE EFFECTS RESPONDANTS PERCENTAGE

PIMPLES 30 30%

RASHES 20 20%

IRRITATION 15 15%

ALLERGY 25 25%

OTHER 10 10%

TOTAL 100 100%

INTERPRETATION

From the above table we can conclude that 15% respondents have irritation problems while
using fairness creams and 30% peoples have problem with pimples.

Page | 38
 GRAPH NO 13

SIDE EFFECTS OF FAIRNESS CREAMS

35

30

25

20

15

10

0
PIMPLES RASHES IRRITATION ALLERGY OTHER

Page | 39
 TABLE NO 14

QUANTITY PURCHASED

SIZE NO OF RESPONDANTS PERCENTAGE

SMALL PACKETS 30 30%

SMALL TUBES 17 17%

LARGE ONE 53 53%

TOTAL 100 100%

INTERPRETATION

From the above table 30% respondents purchase small packets of fair ness creams and 17%
respondents purchase small tubes and 53% respondents purchase large tube of fairness
creams

Page | 40
 GRAPH NO 14

QUANTITY PURCHASED

60

50

40

30

20

10

0
SMALL PACKETS SMALL TUBES LARGE ONE

Page | 41
 TABLE NO 15

USAGE OF FAIRNESS CREAM

PARTICULARS NO.OF RESPONDENTS PERCENTAGE

YES 70 70%

NO 30 30%

TOTAL 100 100%

INTERPRETATION

The above table shows that 70% respondents use fairness cream and 30% respondents donot
use fairness cream.

Page | 42
 GRAPH NO 15

USAGE OF FAIRNESS CREAM

80

70

60

50

40

30

20

10

0
YES NO

Page | 43
 TABLE NO 16

PREFERRED BRAND

PARTICULARS NO.OF RESPONDENTS PERCENTAGE

FAIR AND LOVELY 15 15%

GARNIER 10 10%

LOREAL 5 5%

VICCO 10 10%

PONDS 20 20%

LAKME 40 40%

TOTAL 100 100%

INTERPRETATION

From the above table it shows that 15% respondents prefers fair and lovely as their brand
10% respondents prefer garnier and 5% respondents prefer Loreal .10% respondents prefer
vicco and 20% respondents prefer ponds and 40% respondents prefer lakme as their brand.

Page | 44
 GRAPH NO 16

PREFERRED BRAND

45

40

35

30

25

20

15

10

0
FAIR AND GARNIER LOREAL VICCO PONDS LAKME
LOVELY

Page | 45
 TABLE NO 17

USAGE OF PRESENT BRAND

NO.OF
PARTICULARS PERCENTAGE
RESPONDENTS

BELOW 6 MONTHS 32 32%

6 MONTHS TO 1 YEAR 24 24%

1 YEAR TO 2 YEARS 37 37%

ABOVE 2 YEARS 7 7%

TOTAL 100 100%

INTERPRETATION

From the above table it is clear that 32% respondents use their present brand below 6 months
and 24% respondents use from 6 months to 1 year.37% respondents use for 1 year to 2 years
and 7% respondents use their present brand for above 2 years

Page | 46
 GRAPH NO 17

USAGE OF PRESENT BRAND

40

35

30

25

20

15

10

0
BELOW 6 MONTHS 6 MONTHS TO 1 YEAR 1 YEAR TO 2 YEARS ABOVE 2 YEARS

Page | 47
 TABLE NO 18

REASON FOR CHANGING FROM PAST BRAND

PARTICULARS NO.OF RESPONDENTS PERCENTAGE

PRICE 30 30%

QUALITY 15 15%

FRAGRANCE 20 20%

DON’T SUITS YOUR SKIN 14 14%

STICKNESS 12 12%

AVAILABILITY 9 9%

TOTAL 100 100%

INTERPRETATION

The above table shows that 30 % respondents change their past brand due to price and 15%
respondents change due to poor quality 20% change due to fragrance 14% change due to
allergy in the skin 12% change due to stickness and 9% respondents change due to non
availability of the products.

Page | 48
 GRAPH NO 18

REASON FOR CHANGING FROM PAST BRAND

35

30

25

20

15

10

0
PRICE QUALITY FRAGRANCE DONT SUITS STICKNESS AVAILABILITY
YOUR SKIN

Page | 49
 CHAPTER 8

FINDINGS

1. Nivea is ranked as the best brand.

2. Potential perceptual bias among the consumers: Brands which are ranked the highest for
one factor are also the highest preferred in terms of other factors.

3. The choice of a new brand gives maximum weightage to quality of new brand and current
fashion and lesser importance to current price.

4. Social media and word of mouth are the most influential factor when it comes to
purchasing a brand of fairness cream. Advertisements occupy the 2nd place respectively, with
family and neighbours being the least influential factors.

5. Respondents have given the least preference to „satisfaction‟ for the value of the brand and
highest preference to quality of the brand.

6. Fairness and sun protection are the most important attributes for a fairness cream.

7. The best fairness cream to be preferred by the respondents is Lakme.

8 Most of the respondents prefer large package of tubes.

9 Sun protection is the main characteristics of the fairness cream

10 Most of the respondents use fairness cream once in a day.

11 30% respondents have pimples as the side effect.

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 CHAPTER 9

SUGGESTIONS
 The satisfaction level of respondents is very low on the fairness creams. Hence it is
suggested that the manufactures should identify the reasons behind this and then
provide them with the requirements.
 The respondents feel that the prices of fairness creams are comparatively higher.
 Fairness creams manufactures are providing some offer to consumers when buying
this product.
 Make attractive advertisement continuously and find some new ways to increasing
their sales through advertisement. And they increase the time of repeated
advertisement regarding fairness creams.
 They arrange some mobile sales which consumers face some difficulties in buying
fairness creams.
 Marketers must introduce some uniqueness into their product. For eg. Make some few
modifications over their product features such as quality, style, and shape.
 Manufactures must produce more quantities of products to avoid the non availability
of the products.

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 CHAPTER 10

CONCLUSION
Fairness creams being one of the most preferred cosmetic products has created a strong
impact in people’s life.As most of the people are very much bothered about their colour
complexion the fairness cream products enjoy very good market growth rate when compared
with other related cosmetic product categories.This widespread preference for fair skin has
been exploited by the manufacturers of fairness creams. People have made it a routine to use
fairness cream on daily basis to get a bright look.Taking into consideration the factors like
health and skin sensibility fairness manufacturers can produce herbal fairness cream for
healthy living of customers. It is not sufficient for companies to have the right product with
right quality; the product should be communicated properly to the targeted audience.Various
measures of advertisements can be used for creating the awareness for various brands of
fairness creams.The popular brands of cream depending upon then quality are mainly used by
males as well females.

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 BIBLIOGRAPHY

 http://www.worldwidejournals.com

 http://www.indianmba.com/Faculty_

 Consumer behavior on fairness cream – http://www.slideshare.net/soorajdms

 RM fairness cream – http://www.scribed.com./doc/27599586/RM-Fairness-cream

 Article - All's Fair in Love and Cream by Shevde Natasha (From: Advertising &
Society Review Volume 9, Issue 2, 2008 10.1353/asr.0.0003)

 Article on Brand Management – The Indian Context, YLR Moorthi, Vikas Publishing
House Pvt. Ltd.

Page | 53
 QUESTIONNAIRE

1 Name:-------------------

2 Age:---------------------

3 Gender:

o Male

o Female

4 Qualification

o Graduation

o Post Graduation

o Intermediate

o Others

5 Monthly Income[FAMILY]

o Less than 8000

o 8001-16000

o 16000-24000

o 24001and above

6 Do you use fairness creams ?

o Yes
o No

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7 Give the ranking to following factors that influence your purchase decision while buying
fairness creams ?

o Price

o Quality

o Brand Image

o Promotional Offers

o Word of mouth

o Availability

o Ranges available

o Advertisement

o Others

8 Which brand you prefer to buy ?

o Fair and lovely

o Garnier

o Emami

o Fairever

o Fairone

o Revion

o Loreal

9 How long you have been using above stated brand ?

o Last six months

o 6 months to 1 year

o 1 – 2 years

o More than 2 years

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10 What are the reasons for your shifting from past brand to current brand ?

o Price

o Quality

o Fragrance

o Don’t suits your skin

o Stickness

o Availability

o Others

11 From where did you buy the products ?

o Exclusive outlets

o Agents

o Grocery shops

12 Do you feel any difference while buying from exclusive outlet of company ?

o Yes

o No

13 Which characteristics do you prefer in the fairness cream ?

o Vitamin A
o Vitamin C
o Sun protection
o Part of bleach
o Cleansing the skin
o Others

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14 What kind of techniques are you using to make you self beautiful ?

o Goes to the parlour

o Home made experiment

o Taking tips from specialist

o Using beauty kit

o Using fairness creams

o For which purpose are you using fairness creams ?

o Fairness

o Moisturizing

o To hide pimples and dark circles

o Others

15 From where do you get the information and knowledge regarding the fairness cream ?

o Parlour

o TV

o Friends

o Newspaper and Magazine

o Relatives

16 Are you brand conscious towards fairness creams ?

o Yes

o No

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17 Common complaints when using fairness cream ?

o Not delivering

o Value

o Poor pack

o Side effects

o Oily

18 What is that you particularly like about current brand that you are using?

---------------------------------

19 Is there anything that you dislike about current brand?

---------------------------------

20 Which brand had you used before this current brand?

---------------------------------

21 Are you satisfied with the results of the brand you prefer?

o Yes

o No

22 For which purpose are you using the fairness cream?

o Fairness

o Moisturizing

o To hide pimples and dark circles

o Other

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