Transcript
Survey on Consumption of Fairness Cream
Why do people use fairness cream(s) and their preferences
Group Members• Arnab Ray SN2013SMBA104P001• Karan Mehta SN2013SMBA104P004• Gaurav Sapre SN2013SMBA104P023• Kunal Lalwani SN2013SMBA104P026
Fairness creams for Women & Men• Today in India many of Cosmetics & Creams for the personality
and for the beauty have been introduced by many of companies. Initially they were selling beauty products only for women , but later on they realized about the men’s market and there plenty of fairness creams introduced in market.
• This made fair changes in market and market stakes of the brands. Today this companies are working on the preferences of the customers and there likes to succeed in the market.
• This project is to understand the effective usage of fairness cream among different age groups and gender.
Objective of the study
• To determine Individual’s preference towards fairness cream and analyze the factors influencing them for purchasing fairness cream.• To determine the preference level towards a specific brand and to
determine the mode of media which motivates the individuals to buy fairness creams.
Limitation of the study
• The survey has been conducted only taking 269 respondents as a sample size.• The study area covers only in Mumbai and Navi Mumbai.• The accuracy of finding of study depends upon the correctness of
the responses provided by the respondents.
Scope of the study
• Study focuses on Individuals and their preference level towards fairness and the factors influencing to by the fairness cream.• The study also determines the pros & cons of using fairness cream
among male and female.• The study was conducted to 269 respondents in Mumbai & Navi
Mumbai.
Hypothesis
• Hypothesis null: There is a significant use of fairness cream among people.(people prefer)• Hypothesis Alternate: There is no significant use of
fairness cream among people. (people do not prefer)• Hypothesis null: There is a significant difference on usage of
fairness cream• Hypothesis Alternate: There is no significant difference on usage
of fairness cream
Research Methodology
• Research Design Descriptive research design has been used for this study and the survey has been done for fact finding enquiries of different kinds. The data is collected through questionnaire.• Sources of Data The data has been obtained from the primary source. The primary data has been obtained using a structured questionnaire.• Period of Study 5 Working days from 24th Nov 2014 to 29th Nov 2014.
Demographic Survey – Gender
Mumbai
Navi Mumbai
Mumbai
Mumbai, Navi Mumbai
Navi Mumbai
Female
Male
0
20
40
60
80
100
120
140
160 151
20
80
116
Total Survey – Profession wise
Housewife
Non working
Retired
Student
Working
Working, Student
0
50
100
150
200
250
Housewife; 15
Non working; 2
Retired; 1Student; 13
Working; 235
Working, Student; 2
Total
Total Survey: Gender- Age Ratio
Female Male Female Male Female Male Female Male Female Male Female Male15 to 20 20 to 25 25 to 30 25 to 35 30 to 35 35 to 45
0
10
20
30
40
50
60
36
14
58
33
59
18
11
26
1 2
64
Gender – Usage of the Fairness Cream
Female
Male
Female
Male
No
Yes
0
20
40
60
80
100
120
140
160
180
No Female; 5No Male; 12
Yes Female; 166
Yes Male; 85
Gender- Skin Complexion Ratio
Black Female; 21; 8%
Black Male; 10; 4%
Brown Female; 23; 9%
Brown Male; 23; 9%
Fair Female; 42; 16%
Fair Male; 22; 8%
Light Female; 18; 7%
Light Male; 9; 3%
Medium Female; 29; 11%
Medium Male; 18; 7%
Olive Female; 38; 14%
Olive Male; 15; 6%
Black FemaleBlack MaleBrown FemaleBrown MaleFair FemaleFair MaleLight FemaleLight MaleMedium FemaleMedium MaleOlive FemaleOlive Male
What prompts to use Fairness CreamFe
mal
e
Mal
e
Fem
ale
Mal
e
Fem
ale
Mal
e
Mal
e
Fem
ale
Mal
e
Fem
ale
Mal
e
Mal
e
Mal
e
Fem
ale
Mal
e
Fem
ale
Fem
ale
Mal
e
Beauty dont use much I don't like My Cream made me
realize, I get the best out of the fair-
nesst
Personality Personality, Beauty Personality, Beauty, Rela-
tion
Personality, Skin care-
ness
Relation sun burn To look sexy
0
10
20
30
40
50
60
70
80
9082
18
1 1
6
12
1
39
34
15
8
1 1
14
7
1
13 14
What drives the people
cure dark circles Glossy/Shinny Skin Glossy/Shinny Skin, cure dark circles
Glossy/Shinny Skin, cure dark circles,
Polution
Glossy/Shinny Skin, Overcome Ageing
Overcome Ageing Whitening Whitening, cure dark circles
Whitening, Glossy/Shinny Skin
Whitening, Glossy/Shinny Skin, Overcome Ageing, cure dark circles
(blank)0
20
40
60
80
100
120
140
160
180
What influences people to buy fairness cream
Friends; 29
Inetrnet; 4
Inetrnet, Friends; 4
Inetrnet, Mobile; 5Inetrnet, Mobile,
Friends; 1Inetrnet, Mobile, Print
Media; 2
Inetrnet, Print Media; 1
Internet; 19
Internet, Mobile; 12
Internet, Print Media; 19
Mobile; 10Mobile, Print Media; 3
Mobile, Print Media, Friends; 1
Print Media; 1
Television Advertisement; 143
Television Advertisement, Friends; 1Television Advertisement, Inetrnet; 9 Television Advertisement, Mobile; 2 Television Advertisement, Print Media; 2
FriendsInetrnetInetrnet, FriendsInetrnet, MobileInetrnet, Mobile, FriendsInetrnet, Mobile, Print MediaInetrnet, Print MediaInternetInternet, MobileInternet, Print MediaMobileMobile, Print MediaMobile, Print Media, FriendsPrint MediaTelevision AdvertisementTelevision Advertisement, FriendsTelevision Advertisement, InetrnetTelevision Advertisement, MobileTelevision Advertisement, Print Media
Does Fairness cream help’s you
Mumbai
Navi Mumbai
Mumbai
Navi Mumbai
Mumbai
Navi Mumbai
No
To some extent
Yes
0
20
40
60
80
100
120
140
33
8
60
9
123
18
Total
**17 does not use Fairness cream
Which Fairness cream do you use?
0
10
20
30
40
50
60
7
57
2 1 2 3
13
2 2 1
11
64
1 1 1 1
11
3 31 1 2 1 1 1
11 11
1
15
1
23
2 1 1 1 1 2
11
6
11
1 2 1
10
1
How many types of fairness cream do you use
1-2
3-4
5-6
7-8
More than 8
020406080
100120140160180200
200
41
5
2
2
Are you aware of the side effects ?
Mumbai Navi Mumbai Mumbai Navi Mumbai Mumbai Navi MumbaiCan't Say No Yes
0
20
40
60
80
100
120
140
13
3
138
11
63
21
Are you aware of the side effects of fairness cream?
Consult Doctor Not at all Not at all, Consult Doctor Not at all, Switch Switch will use sometime will use sometime, Consult Doctor
0
20
40
60
80
100
120
140
160
13
40
1 1
149
45
1
Findings, suggestions & Conclusion
• It has been identified most individuals prefer Fair & Lovely brand fairness cream and it has created strong awareness in the market.• It has also identified that most of people are using this fairness
cream for the daily purpose and most of reasoning because of Shinny and glossy skin.• Also most of people are unaware about the side effects of the
fairness creams, but for the personality & beauty they are ready to consult with doctors and skin specialist.• Television advertising and print media are the most relevant ways
because of which they have converted in buying the fairness cream.
Suggestions
• Fairness cream manufacturers can also concentrate on the herbal products instead of using chemical compound products.• For the advertisement and awareness manufacturers also can
introduce with the awareness roadshows.• Men’s also keen to use the fairness creams where this neglected
market can be concentrated more effectively to increase profit and market stakes.
Conclusion
• Fairness creams being one of the most preferred FMCG products has now created a strong impact in every individual’s life.• To improvise the market share in India, the fairness cream
manufacturers should continuously hit the individuals through extensive advertising on the television platform which will eventually create strong brand recall in the minds of the advertisement viewers.• The advantages of using fairness cream should be focused on rather
than side effects of the same.• The end user should consider the cream usage as a value add to their
beauty and personality.
top related