MARKET

RESEARCH
ON FAIRNESS CREAMS

Submitted to: Submitted by:

Dr. Navjot kaur Madhvi sethi (336)

Jasmeet kaur (331)
Kamalpreet (326)
School of Management Studies, Punjabi University, Patiala
 Questionnaire

Name:
Age:
Occupation:
1. Are you brand conscious?
Yes No
May be
2. Brand preference and awareness
for fairness creams?
Fair & lovely
Loreal
Lakme
Ponds
Garnier
Others……………………..Please
specify..
3. Mind awareness for fairness
creams?
Fair & lovely
Loreal
Lakme
Ponds
Garnier
Here 1 is high and 5 is low preference
and awareness?
4. Factors influencing brand
preference?
Fairness Brand name
Sunscreen Trust on brand
Fragrance Recommendation
Others…………………………please
specify..
5. Sources of awareness for fairness
creams?
 Friends
Family members
Retailers recommendation
Television
Newspaper ads
Magazine ads
Advertisements
6. Reasons for switching brand?
Variety
Promotion
Advertisement
Non-availability
Price
Packing/novelty/features
7. What schemes do you prefer?
Price off
 Premium( Free gift)
Discount coupons/ Free samples
Bonus pack
contests
Others……………………..please specify
8. What are the general complaints
that you face regarding fairness
creams?
Packaging problem
Duplicate products
Side affects
Non availability
Others………………..please specify
9. In your family which age group
gets most affected due to sales
promotion schemes offered?
Youngsters
 Adults
Older people
All
10. Can u recall any current
advertisement of fairness creams?
Yes
No
Objectives:
• To find out the brand preference for
fairness creams among women.
• To study the factors influencing brand
preference for fairness creams.
• To study the sources of awareness and
users of fairness creams among different
age group.

Research methodology:
To study the perception and buying behavior
of women for fairness creams.
Data source: Primary data
Research approach: Survey approach
Research methodology: Descriptive research
Research Instruement: Questionnaire

Analysis and interpretation:

Brand preference for fairness creams and top
of mind awareness.
Brand No. of % of Rank
preferr respon respon
ed dents dents
Fair & 39 36% 1
lovely
Lakme 27 18 % 3
Ponds 14 9.3 % 5
Loreal 55 26% 2
Garnie 10 6.6 % 4
r
Others 5 3.4 %
Total 150
*Others include Fem, Godrej fair glow,
Shehnaaz hussain, Jhonsons andFair one etc
Interpretation:
From the above table it can be inferred
that 36% of the people like Fair and lovely
and 26% of the people like Loreal which
shows that there is a high preference for
HLL`s Fair & lovely. And rest 18% people say
Lakme etc. So Less preference is for garnier
that got 3.6% share.And top on the mind
awareness is Fair & lovely and Loreal on the
second. So these two are commonly used by
people.

Factors influencing brand preference:

Factors No. of % of
responde responde
nt nts
Fairness 70 46.6
Sunscreen 6 4
Fragrance 12 24
Brand name 20 13.3
Trust on 32 21.4
brand
Recommenda 10 6.7
tion
Total 150
Interpretation:
It is clear from above chart that 46.6%
people use the fairness cream in order to get
Fairness.
Sources of awareness for fairness creams:
Sources of No. of % of
awareness responden responden
ts ts
Friends 12 8
Family 25 16.7
members
Retailors 21 14
recommen
dation
Television 70 46.7
Newspaper 10 6.6
ads
Magazine 12 8
ads
Total 150
Interpretation:
It is clear that television is the most
common source of the awareness for fairness
creams.
Classification of fairness cream users on the
basis of age:
Age No. of % of
responden responden
ts ts
Less than 40 40
25
25 – 35 50 33.3
35 – 45 20 13.3
More than 20 13.4
45
Total 150
Interpretation:
From the above figure it is clear that more
percentage is among the youth and the
people between the age group of 25-35 who
like Fairness creams.
Brand conscious
Categories No. of % of
responden responden
ts ts
Yes 80 53.3
No 50 33.4
May be 20 13.3
Total
Interpretation: It can be inferred from
above that more than 50% of the people are
brand conscious.
Conclusion:
Fairness creams constitute a consistent
proportion of income for the FMCG companies
in India. As most of the Indians are very much
bothered about their colour complexion and
the fairness creams enjoy very good market
growth rate when compared with other
related product categories. As Fair & lovely
has done wonders, other players in the
market can also follow their philosophy of
`fairness`. Loreal is also the preferred brand
but fair & lovely is leading among others. It is
not sufficient if a company has the right
product with right quality.It has to be
communicated properly to the target
audience. Hence TVCs which were widely
remembered and recognized by Indian
consumers for fairness consumers for fairness
creams can be made use for creating the
awareness for various brands for fairness
creams.