Index
NO.
1 2 3 4 5 6 7
PARTICULARS
Introduction of Fairness Cream Theoretical Aspects Analysis of Fairness Cream Recommendation Conclusion Bibliography Annexure
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PAGE NO. 2 5 10 20 21 22 23
1. Fairness Cream
Indian fairness creams market is estimated at Rs. 800 crores. The saying that 'supply creates its own demand' is proved to be true in this context. Fairness product is different from other consumer durables and FMCG products. The use of the product is guided by psychological drives, because meaning of beauty is completely personal in nature and it varies from person to person. 'Beauty lies in eyes of beholder'. At present we have so many domestic and multinational brands in this category.
Why Fairness Cream? The fascination with fair skin may be rooted in a number of things. One, dark skin is associated with labour and field work in the sun, and fair skin with wealth, aristocracy and higher education. A second theory is that light-skinned conquerors from the Aryans to the Moghuls Moghuls and European European colonisers set the standard standard for attractive attractiveness ness in the poorer colonies with their dark-skinned majority. Whatever the roots, in modern times, the fairness fixation has been reinforced and perpetuated by the media. Now a day every face on the billboard and silver screen, except some of the rare "dusky" beauties and villains and vamps, appears to be light-skinned. We are living in a culture where the Marriage Classified ad's in newspapers still say, "Looking for a slim fair-skinned girl..." And where mother always stop her daughter to play under sun.
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This aryuvedic cream contains no harmful ingredients or bleach. These are the some of main ingredients and their benefits: b enefits: Nilotpala & Patanga: Soothe & relax skin celles, give a serene look Chandana & Ushira: Reduce skin irritation, give long lasting cooling sensation Manjistha & Kumkuma: Work from within your skin, reduce freckles & discoloration Laksha & Kumkuma(Kalam): Improve skin texture, highlight complexion naturally Padmakesara & Padmaka: Work like an astringent, give even toned skin Yashtimadhu & Kumkuma(Kalam): Make skin glow, give visible radiance Ajakshira & Ksheera: Condition skin, give a soft moisturized feel Laksha(Kalam) & Nyagrodhapada: Smoothen skin, give clear flawless skin Lodhra: Lightens skin colour, reduces skin irritation
There are some competitors prevailing in the market. Player
Brand
HLL
Fair & Lovely
Emami
Fair & Lovely Menz Active Naturally Fair
Lakme
Fair & Handsome Lakme Sun-Screen Lotion
Shanaz’s
Lakme Sun-Screen Cream Fair One
Godrej Ponds
Fair Glow Pond's Fairness Cream Ponds Cold Cream
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Cavin Kare
Fairever
There are number of fairness creams and other skin whitening products in the market such as peel-offs, serums, lotions etc. All the fairness creams have similar basic ingredients but the several additions make them more suitable to some particular skin type and may irritate other skin type. Find your skin type (perhaps with the help of your dermatologist) and then only select the best product for you. If the discoloration is superficial such as in case of exposure to sun-rays and dust, any good branded fairness cream can help but for depper pigmentations, you my need laser treatments. If you check the chemical configuration of the cosmetics you buy, see that that hydroq hydroquin uinone one (HQ) (HQ) is one of the most most widely widely prescr prescribe ibed d sin whitenin whitening g agent, agent, followed by kojic and azelaic acid. However, sometimes and in some peole it may have side-effects, so do a patchtest before you apply the fairness cream you chose on the face. Fairness products with acids remove old skin to reveal newer and lighter skin underneath while those with mulberry extract, licorice extract, kojic acid, arbutin and hydroquinone inhibit mealanin or absorb sun rays and are good for blemishes.
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2. Theoretical Aspect Customer Satisfaction You need information about your customers: •
Who are they? What's important to them?
•
How satisfied are they with your products and services?
•
What keeps them coming back? Or, why are they leaving?
•
What are their needs and expectations ex pectations of your products and services?
•
Are those needs and expectations being met?
Research methodology: As to know about research methodology lets discuss what is meant by research. Definition of research is as follow,
Research: “Research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.” Research is often used by marketing managers to solve a problem on to find a course an action related to a particular situation faced by a company. Marketing research could be used for market survey, product preference test, sales forecast or for finding advertising effectiveness. A company can obtain marketing research in a number of ways. Most large companies have their own marketing research departments The methodology, which is also known as the systematic procedure, which is followed for this marketing research project is as under
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1) Formulating the research objective and problem The first step in research is formulating a research problem or objective. It is rightly said,” A problem well defined is half solved.” Poorly defined problems cause confusion and do not allow the researcher to develop a good research design. Our research objective was to carry out a client satisfaction to the “Fairness Cream” •
Primary Objective
To study the customer satisfaction level of the “Fairness Cream “
To study the steps influencing the satisfaction level of “Fairness Cream” •
Secondary Objective
To study the clients satisfaction level of the Fairness Cream by the person
who is using the Fairness Cream.
To study study the client clientss satisf satisfact action ion level level by offeri offering ng servic services es by the all
Fairness Cream. •
Units of Analysis
The individuals or objects whose characteristics are to be measured are called the units of analysis. Our project report the client’s requisite that they were aware of Fairness Cream was the product of analysis. •
Characteristic of Interest
This aspect identifies the focus of the problem. It is necessary that the problem definition specify one or more characteristic to be measured and the fact that the nature of relationship amongst them is to be determined.
Certai Certain n charact characteri eristi stic, c, which which the resear researche cherr looks looks forwar forward d in the respond respondent ent,, forms the characteristic of interest. The characteristic of interest in this case where the clients who were aware of Fairness Cream endorsing products.
2) Choice of research design
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A research design specifics the method and procedures for conducting a particular study. The research design that was selected by me for our project was descriptive research design. The objective of a descriptive studying is to learn who, when, where and How of a topic “Who”- who is to be surveyed. surveyed. The answer of this this question is the customers who are using Fairness Cream. “What”- what is the objective of the survey. The answer of this question is to find out degree of satisfaction level of the customers who are using the Fairness Cream. “When”“When”- during 2 weeks of marketing marketing research project undergone for the partial partial fulfillment of TY B.B.A. So was the case with our study. We wanted to know the various degrees of influences of satisfaction level of the clients of Fairness Cream who are using it at large.
3) Determining the sources of data The next step was to determine the sources of data to be used. The marketing researcher has to decide whether he has to collect primary data or secondary data. Our research was based on both secondary and primary data. The purpose of our using the secondary data was to help us in collecting the primary information i.e. to design the questionnaire, Who are using Fairness cream at large & etc. The following are the various sources of data used by b y me. Primary Sources
Questionnaire Design
Secondary Sources
Catalogs
Magazine
Internet Web Sites
4) Designing data collection forms
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Once the decision in favour of collecting primary data was taken the more of collecting the data was decided. The two methods available are observation and survey method. We had decided to go for survey method. Survey method is commonly used to collect primary data from the respondent. We had done personal survey with the help of the questionnai questionnaire re by going going satisfacti satisfaction on level of the the of people who who are using using Fairness Fairness Cream.
5) Determining sampling design and sampling size
Sample Design
When the marketing research has to carry out a filed survey, He has to decide whether it is to be a census or sample survey. We had decided to go for a sample survey as the population survey was out of reach and not feasible. When a decision in favor of a sample survey has been taken, it is necessary to have clear definition of the population from which the sample is to be drawn; in sampling We surveyed people who are using Fairness Cream. In our project project report report,, We used used probabi probabilit lity y sampli sampling, ng, where where all the users users of Fairness Cream have equal chance to be selected in sample. Sample Size
The sample size taken by us to study the objective was 120 clients to the Fairness Cream. In order to divide the clients we used the simple random method. For this we divided some Parlor, college girls, newly married women etc.
6) Organizing & Conducting field Survey Having prepared the questionnaire and selected the sample design and size of the sample, the next step was to organize and conduct the filed survey.
Interviewing
The task of interviewing though seems very simple but it is very difficult to conduct. This is because respondents are generally hesitant in giving information unless 8
approach approach with tact, initiati initiative ve & intelligence intelligence.. We interviewe interviewed d 120 clients personally and by going at their home or Parlor or fix place.
Supervision
Super Supervi visi sion on of fiel fieldw dwor ork k is equa equall lly y impo import rtan antt to ensu ensure re timel timely y & prop proper er completion of the filed survey. Supervision was also very carefully do. We supervised each & every questionnaire after the clients filled it. We will duly check to see whether the clients did not miss any questionnaire in between.
(7) Processing and analyzing the collected data
Analysis of the data was very carefully done. Moreover, it took many days to analysis the data collected. A number of tables are prepared to bring out the main characteristic of the data. In order to present the analyzed data in a proper manner following tools were used.
Tables
Graphs
Charts
(8) Report writing This is the last stage of the preparation of project report. Once the data have been tabulated interpreted & analyzed, it was require to prepare report embodying the findings of the research study & his recommendation. The sole objective of the report writing will to present the findings to the concerned authorities.
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3. Analysis of Fairness Cream 1) Do you you prefe preferr any any Fairne Fairness ss Cream Cream? ?
Particulars YE S NO TOTAL
Frequency 75 45 120
Percentage 62.5% 37.5% 100%
Fairness Cream Users 70.00% 60.00% 50.00% 40.00% Percentage 30.00% 20.00% 10.00% 0.00% YES
NO
Interpretation
As we analyzed, there are 18.33% (22) are male who are using the fairness cream,44.16%(53) female are there who are using the Fairness Cream, 2.83%(20) male are not using fairness Cream & 37.5%(25) female are not using Fairness Cream to make themselves beautiful.
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2) What kind of tools are you using to make yourself beautiful?
Particulars Goes to the Parlor Home made Experiment Taking tips from Specialist Using beauty kit Using Fairness Cream Total
Frequency 13 17 21 5 32 88
Percentage 10.83% 14.17% 17.5% 4.17% 26.67% 73.33%
Tools are used to become beautif bea utiful ul
Goes to the Parlor Home made Experiment Taking tips from Specialist Using beauty kit Using Fairness Cream
Interpretation
If you can see than we analyzed that mostly people used to have fairness cream rather than using beauty kit. Some suggested not to use the Fairness Cream if possible than advised to use home made products. The 75 people who are using the Fairness Cream they also going to parlor or they firstly takes advise from specialist to use it.
3) Which one the Fairness Cream are you using?
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Particulars Fair & Lovely Fair one Fair & Handsome Vicco Axe Garnier Light Others Total
Frequency 23 6 8 11 6 11 18 83
Percentage 19.17% 5% 6 .6 7 % 9 .1 7 % 5% 9 .1 7 % 15% 69.17%
Creams Used by Consumers
Fair & Lovely Fair one Fair & Handsome Vicco Axe Garnier Light Others
Interpretation
The mostly people are using Fair & lovely because of its reasonable price and providing in small traveling packet which can be preferable by poor & having low income level people. The Fair & handsome and Axe are used bye male customer. Garnier Light is seen in high profiled or having high income people or we can say in rich people. Vicco is preferred by the people who are interested in aryuvedik Cream. Some also use Himaliya, Olay, Lakme & etc. 4) Fore which purpose are using the Fairness Cream?
Particulars Fairness Moisturizing
Frequency 31 19
12
Percentage 25.83% 15.83%
To hide Pimples &
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14.17%
Dark Circles Others Total
10 77
8.33% 64.17%
Purpose of using Fainess Cream
Fairness Moisturizing To hide Pimples & Dark Circles Others
Interpretation
Fairness Cream is used for Fairness only, but sometimes also used to hide the age or we can say to hide wrinkles, Dark Circles & Pimples. Fairness Cream works as moisturizing. The people who are not using Fairness Cream given the one of the reason that it cause the pimples and other problems regarding skin.
5) Which Characteristics do prefer in the Fairness Cream?
Particulars Vitamin A Vitamin E Sun Protection Part of Bleach Cleansing the Skin
Frequency 8 15 29 10 31
13
Percentage 6.67% 12.5% 24.17% 8.33% 25.83%
Others Total
3 93
2 .5 % 77.5%
Demanded Charecteristics Charecteristics
Vitamin A Vitamin E Sun Protection Part of Bleach Cleansing Cleansing the Sk in Others
Interpretation
If you analysis our project questionnaire than easily find out the some point of the Fairness Cream that all wants more than one characteristics in a Cream Rather than preferring vitamins they just required that the cream should Clean the Skin and give sun protection.
6) From where do you get the information & Knowledge regarding the Fairness Cream?
Particulars
Frequency 22 31 20 21 16 7 5 3 125
Parlor T.V. Friends News papers & Magazines Relatives Internet Medical Stores Others Total
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Percentage 18.33% 25.83% 16.67% 17.5% 13.33% 5.83% 4.17% 2 .5 % 104.67%
Getting Inforation & Knoledge
Parlor T.V. Friends News papers & Magazines Relatives Internet Medical Stores Others
Interpretation
If you analysis our project questionnaire than easily find out that the person who is using a Fairness Cream is get information from various field and after analyzing he/she will buy the product. Mostly people see the TV and attracts towards the Fairness Cream. It also may be the fake advertisement to increase the company’s sales and profit. It is advisable to buy the product after suggestion of specialist or parlor and doctors. 7) Which thing do prefer before buying the Fairness Cream?
Particulars Cost Quantity Its Result Quality Brand Ambassador Packaging Brand Image Others Total
Frequency 13 5 37 25 9 1 22 5 117
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Percentage 10.83% 4.17% 30.83% 20.83% 7 .5 % 0.83% 18.33% 4.17% 97.5%
Prefered befor buying Fairness Cream
Cost Quantity Its Result Quality Brand Ambassador Packaging Brand Image Others
Interpretation
The people who are coming from poor family are prefer cost as well as quantity given before buying any Fairness Cream. Mostly educated people prefer it result & Brand image and also prefer the quality of product.
8) Which type of Fairness Cream do you prefer?
Particulars Aryuvedik General Related to Skin Related to Weather
Frequency 27 19 32 12
Percentage 22.5% 15.83% 26.67% 10%
90
75%
condition Others Total
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Type of o f Fairness Cream prefered
Aryuvedik General Related to Skin Related Related to Weather condition
Interpretation
If you analysis our project questionnaire than easily find out that the people are mostly using ayurvedik Cream because it do not causes any problem regarding skin. The educated people prefer the Fairness Cream related to their skin. Those who are not aware of the Fairness Cream as well as their skin type they use general Fairness Cream.
9) Are you satisfied with the Fairness Cream which you are using?
Particulars Yes No Total
Frequency 65 10 75
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Percentage 54.17% 8.33% 62.5%
Satisfation by using Fairness Cream
Yes No
Interpretation
Those who are using Fairness Cream are highly satisfied with their product and services given by the product.
If you do not preferring any Fairness Cream than answer the following Question: 10) Why do you not preferring any Fairness Cream?
Particulars Not satisfied with product Cost Prevailing in the market Not Required Fear of Skin Dieses Others Total
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Frequency 5 2 25 12 1 45
Percentage 4. 1 7 % 1 .6 7 % 20.83% 10% 0 .8 3 % 37.5%
Reasons for not using Fairness Cream
Not satisfied with product Cost Prevailing in the market Not Required Fear of Skin Dieses Others
Interpretation
The people who are not using any Fairness Cream have their reasons and mostly they do not required any Fairness Cream because they are already beautiful and believes in originality. Some have fear of skin problems. Some have personal experience with the product so they are not using any kind of Fairness Cream. 11) Do you have arrived any problem by using Fairness Cream?
Some have arrived a problem of having pimples after using Fairness Cream.
Some told that by using Fairness Cream their Skin became dark & rugged.
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4. Recommendation Recommendation
Some advise to buy a fairness Cream after taking advise from Specialist or doctor or parlor.
Some suggested that the packaging pf p f the Fairness Cream should be eco-friendly. It is harmful when it considers more portion of bleach. Some Some sugges suggested ted that that rather rather than than using using any outsid outsider er product product the home home made made experiment is considerable.
Some have fear of Skin dieses so they suggest that before buying any Fairness Cream we should see the brand Image and its quality.
Some advised to use the branded Fairness Cream.
Some told that, “Natural skin is real Beauty”
Some wants faster result as in characteristics of Fairness Cream.
Some wants Schemes in the Product. So drink more water and eat more fruits and vegetables which can reduce the demand of Fairness Cream and keeps the skin healthy, fair and dazzling.
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5. Conclusion
From the practical experience and analysis Fairness Cream we can say that the Fairness Cream are mostly used in low income level. The educated people are use to take tips from Specialist. Fairness Cream is popular in between female who are mostly in between 21-30 age group. They mostly use Fairness cream to make themselves beautiful. Rathe Ratherr than than usin using g othe otherr costl costly y Fair Fairne ness ss Cream Cream they they use use Fair Fair & Love Lovely ly whic which h is reason reasonabl ablee & availa available ble in travel traveling ing packet. packet. Their Their purpos purposee to use fairne fairness ss Cream Cream is common to get Fairness.
They desires the characteristics of sun protection and cleansing the skin. Their friends be their preference for the fairness Cream. TV is the most popular source of getting knowledge and information about Fairness Cream. Before buying Fairness Cream the common people prefer cost and quantity, but the educated people prefer the quality, its result and brand image.
The The aged aged peop people le advi advise sed d to use use aryv aryved edik ik Fair Fairnes nesss Crea Cream m and and home home made made experiment. The people who are interested in their beautiful skin are bought the Fairness Cream related to their Skin and Weather condition. 54.17% are satisfied by using their Fairness Cream.8.33% have arrived a problem regarding their skin.
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6. Bibliography
Market Research – G. C. Berry
Gruhshobha Magazine.
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7. Annexure
Bhagvan Mahavir College of Business Administration
FAIRNESS CREAM We are students of BMEF conducting a Survey on Fairness Cream. We request you to fill up the information given below, which will kept personal & will be used for study purpose only.
Dhara Shah
Dhanshree Patel
Personal Details: Nam Name:
____ ______ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ __
Addre Address: ss:
_____ ________ _____ _____ _____ _____ _____ _____ _____ _____ ______ _____ _____ _____ _____ _____ _____ _____ _____ ____ _ _______________________Phone No.:____________________
Gend Ge nder er::
____ ______ ____ ____ ____ ____ ____ ____ ____ ____ ____ ___A _Age ge:: ____ ______ ____ ____ ____ ____ ____ ____ ____ ____ ___ _
Date & Time: ____________________________________________________ 1.
Do you prefer any Fairness Cream?
□ 2.
No
What Wh at kind kind of tool toolss are are you you usi using ng to make make your yourse self lf beau beauti tifu ful? l?
□ □ □ 3.
□
Yes
Goes to the Parlor. Taking tips from specialist.
□ □
Home made Experiment. Using Beauty Kit.
Using Fairness Cream.
Whic hich on one th the Fa Fairne rness Cream are are yo you usi usin ng?
□
Fair & Lovely
□
□
Fair One
□
Vicco
□
Axe
Light
□ 4.
Others:-_____________
For which purpose are you using the Fairness Cream?
□ □
Fairness To hide Pimples & Dark Circles
□ □ 23
Moisturizing Others:-__________
Fair & Handsome
□
Garnier
5.
Whic Wh ich h cha chara ract cter eris isti tics cs do you you pre prefe ferr in in the the Fair Fairne ness ss Crea Cream? m?
□
□
Vitamin A
□
Vitamin E
□
Part of bleach
□
Sun Protectio Protection n
Cleansing the skin □
Others:-
________ 6.
From From whe where re do do you you get get the the info inform rmat atio ion n & kno knowl wled edge ge reg regar ardi ding ng the the Fai Fairn rnes esss
Cream?
□
□
Parlor
□
□
T.V.
□
News paper & Magazines
Friends
□
Relatives
Internet
□ 7.
Medical stores
□
Others:-__________
Whic Wh ich h thin thing g do you you pref prefer er befo before re b buy uyin ing g the the Fair Fairne ness ss Cre Cream am? ?
□
□
Cost
□
Quantity
□
Quality
□
Brand Ambassador
Its Result
□
Packaging
□ 8.
□
Others:-__________
Whic hich Typ Typee of of Fa Fairnes ness Cr Cream do do yo you pr prefe efer?
□ □ □ 9.
Brand Image
Aryuvedik Related to Skin
□ □
General Related to weather condition
Others:-__________
Are Are you you Sati Satisf sfie ied d wit with h the the Fair Fairne ness ss Crea Cream m whi which ch you you are are usin using? g?
□
Yes
□
No
If you do not preferring any Fairness Cream than answer the following questions:10. Why do not preferring preferring any Fairness Fairness Cream? Cream?
□ □ □ 11.
Not Satisfied with the product Not Required
□ □
Cost prevailing in the market Fear of skin dieses
Others:-__________
Do you have have arriv arrivee any any prob proble lem m by by usin using g Fai Fairne rness ss Cream Cream? ? _______________________________________________________________
12.
Your Suggestions: _______________________________________________________________
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Thank you. Yours Signature
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