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.

Total Survey - Gender

171

97

FemaleMale

Male

Female

Gender Ratio - City wise

Female Male Female MaleMumbai Navi Mumbai

0

20

40

60

80

100

120

140

160151

80

2016

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

How frequently do you use it?

1 Year 2 Year 3 Months 6 Months Constant0

10

20

30

40

50

60

70

80

90

Other than fairness cream do you use cosmetics

9; 4%

89; 35%

153; 61%

Can't SayNoYes

Would you recommend the fairness cream to your friend?

6

115130

Can't SayNoYes

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.

Thank You !!!