Fair and Lovely Final

A MARKET SURVEY ON CONSUMER USAGE AND
SATISFACATION REGARDING
FAIR & LOVELY IN CUMBUM TOWN
A Report Submitted to Madurai Kamaraj University in Partial fulfillment of
the
Requirement for the Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION

By,
A.R.UDHAYA NILA
[Reg.No: B2220260]
Under the Guidance of
L.SARAVANA PRIYA, M.Sc., B.Ed., M.B.A.,
DEPARTMENT OF BUSINESS ADMINISTRATION

Hajee Karutha Rowther Howdia College
[Re-Accredited with A Grade by NAAC]
UTHAMAPALAYAM- 625 533.
FEBRUARY-2015
CERTIFICATE
This is to certify that this project work on A MARKET SURVEY ON
CONSUMER USAGEAND SATISFACTION REGARDING FAIR & LOVELY IN
CUMBUM TOWN is the bonafide record of work done by A.R.UDHAYA NILA (REG.
NO.B2220260) of Hajee Karutha Rowther Howdia College, Uthamapalayam in partial
fulfillment of the requirement, For the award of the Bachelor of Business Administration.
Head of the Department
Signature of the Guide
Viva-Voce examination was conducted on.................................At

Hajee Karutha Rowther Howdia College, Uthamapalayam-625 533.
External Examiner
ACKNOWLEDGEMENT
First of all, I wish to thank Hajee.M.SHEIK MOHIDEEN, President Of
Our College.
Our Sincere thanks to Hajee. M.DHARVESH MOHIDEEN, B.Sc.,
Secretary and Correspondent of our College, who gave me a good life through
Admitting in Our College.
I take this as a great opportunity to express my heartful thanks to the
Management Committee and our principal Hajee.
I Would also like to express my sincere thanks to Associate Professor
And
Head of the
Department Mr.A.ABDUL HAKEEM, M.Com.,
M.B.A.,M.Phil., Ph.D., who encouraged me to do this report.
I thank my guide Mrs. P.KAVIMANI M.Com., M.B.A., M.Phil.Who gave
me this valuable guidance and helped me to finish this project
Report successfully.
I also thank all the staff members of the Department of Business
Administration for their support in completing this project.
I also express my thanks to My Parents and Friends who helped me to
complete this project.
A.R.UDHAYA NILA
(Reg. No. B2220260)
DECLARATION
I hereby declare that the project work on A MARKET SURVAY ON
CONSUMER USAGE AND SATISFACTION REGARDING LION
DATES IN CHINNAMANUR TOWN done for the partial fulfillment of the
degree of Bachelor of Business Administration is my original work and that it
has not previously formed the basis for the award of any other Degree, diploma,
fellowship or any other similar titles.
Date :
Place : Uthamapalayam
Signature
A.R.UDHAYA NILA
(Reg. No. B2220260)
CONTENTS
S.No
Contents
Page No.
Introduction
Company Profile
Product Profile
Objectives of the Study
Research Methodology
Data Analysis and Interpretation
Findings
Limitations
Suggestions
10
Conclusion
11
Bibiliography
12
Annexure
LIST OF TABLES
S.NO
PARTICULARS
CONSUMER USAGE OF FACE CREAM
2
3
4
5
6
7
8
9
10
11
12
13
14
15
RESPONDENTS OPINION ABOUT

PREFERENCE OF BRANDS
RESPONDENTS PREFERENCE ABOUT THE
TYPES
KNOWLEDGE ABOUT THE PRODUCT
RESPONDENTS OPINION ABOUT THE
BETTERMENT OF ADVERTISEMENT
REPONEDENTS OPINION ABOUT THE PLACE
OF PURCHASE
QUANTITIES OF PURCHASE
FACTORS INFLUENCING TO BUY
QUALITY
AVAILABILITY OF THE PRODUCT IN OUR
AREA
YEARS OF USAGE
RESPONDENTS OPINION ABOUT THE USAGE
PER DAY
RESPONDENTS OPINION ABOUT THE SIDE
EFFECTS
RESPONDENTS FEEL ANY MERITS OF USING
FAIR & LOVELY CREAM
KINDS OF MERITS
PAGE NO
16
17
18
19
RESPONDENTS FEEL THE CHANGES IN FACE

MODIFICATION IN FAIR & LOVELY CREAM
KIND OF IMPROVEMENT
SATISFACTION TOWARDS THE FAIR &
LOVELY FACE CREAM
LIST OF TABLES
S.NO
PARTICULARS

PREFERENCE OF BRANDS
PAGE NO
3
4
5
6
7
8
9
10
11
12
13
14
RESPONDENTS PREFERENCE ABOUT THE

TYPES
BETTERMENT OF ADVERTISEMENT
REPONEDENTS OPINION ABOUT THE PLACE
OF PURCHASE
QUANTITIES OF PURCHASE
QUALITY
AVAILABILITY OF THE PRODUCT IN OUR
AREA
YEARS OF USAGE
RESPONDENTS OPINION ABOUT THE USAGE
PER DAY
RESPONDENTS OPINION ABOUT THE SIDE
EFFECTS
RESPONDENTS FEEL ANY MERITS OF USING
FAIR & LOVELY CREAM
15
KINDS OF MERITS
16
17
18

MODIFICATION IN FAIR & LOVELY CREAM
KIND OF IMPROVEMENT
19
SATISFACTION TOWARDS THE FAIR &

LOVELY FACE CREAM
INTRODUCTION
10
INTRODUCTION
Obsession for fairness has been there forever, its as old as the civilization. Scenario
today is not too different but has only gone deep and far. "Fair, convent-educated, beautiful
bride wanted"-screams the matrimonial section of a reputed newspaper or a magazine. The
minds of the masses have been interpellated with the bombardments of such 'ideological
apparatuses' for eons and most people in India hardly notice anything grievously abnormal
with statements like these.
Not to mention the scores of inputs coming from a certain quarter who want to help
the "fair sex" get fairer through home remedies and special face packs which give the politely
termed "dusky" girls a chance to illuminate their skins miraculously in a few days. After all,
let's face it- this kind of colorism, a fetish for the fair skin has existed in India for a long time,
but what is significant is the fact that it is mainly gender sensitive. This craving to have
lighter skinned brides and categorizing the "other" as the 'dusky lot' is directed only towards
11
women in India, with the underlying idea that the future of such "olive skinned" or dusky
women is at stake, especially in the marriage market.
It's no major revelation that the skin-lightening obsession in Indian society is more
prevalent among women than men. If a woman is fair-skinned, she is automatically beautiful,
no matter how many coats you could hang from her nose. If a woman is dark-skinned, she'd
have almost no chance of winning the Miss. India contest, even if her personality were as topnotch as her plastic surgeon.
Men, on the other hand, have never had to obsess over their complexion, largely
because they're judged more by their earning power than their looks. A single doctor who
advertises himself as "tall, dark and handsome" would get far more attention from women
than a single writer who's "tall, fair and unemployed."
The situation may be changing though - and not necessarily for the better. A
recent survey commissioned by the Media Researchers Users Council (MRUC) found that
32% of fairness cream users in India are men! Yes, men are using products such as Fair Glow,
Fairever, and Fair & Lovely, trying hard to prove that women are no longer the fairer sex.
Instead of getting women less obsessed with complexion, our society has managed to get men
more obsessed. If this continues, you'll soon see new beauty products such as Fair Guy,
Fairmale, and Fair & Hairy.
Most users of fairness creams probably consider themselves dark-skinned. But "dark"
and "fair" are relative terms. The woman calling herself "very fair" in a matrimonial ad may
be darker than the woman calling herself "medium-complexioned," but fairer than the woman
calling herself "as fair as Snow White."
Underneath the entire propaganda lurks the phallocentric idea that appearance is the
only tool that a woman has to navigate the job market, thereby denying her even a miniscule
portion of subjectivity. Thus the race/color question intricately merges with sexism which
compels women to be beautiful, fair and lovely- the only means of survival left for her in the
society.
12
While on the topic I just cant resist pointing out the fact that some of our best
actresses like the Late Smita Patil, Shabana Azmi,Nanditha Das are all dusky women, arent
they beautiful. If you still dont agree then how about the unquestionable Glam queen of
Bollywood, the Ultimate Rekha, she isnt the fairest(again as in skin color) of them all. Even
on the international scene Naomi Campbell, Janet Jackson, Halle Berry....I can go on the list
is endless of people who have proved that Black is also beautiful.
COMPANY PROFILE
13
COMPANY PROFILE
Hindustan Unilever Limited (HUL), earlier called Hindustan Lever Limited (HLL) was
established in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is
India's largest Fast
Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the
category of Home & Personal Care Products and Foods & Beverages. The company has
combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. HLL is also one
of the country's largest exporters; the Government of India has recognized HLL as a Golden
Super Star Trading House.
HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products
14
Type
Public
Headquarters
Mumbai , India
Key people
Mr.Harish Manwani ,
Chairman Douglas Baillie,
CEO
Industry
FMCG
Products
Tea, soap, detergents
Employees
41,000
Parent
Unilever
Website
www.hul.com
15
HISTORY
Helping people get more out of life
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for
Sunlight Soap his revolutionary new product that helped popularize cleanliness and hygiene
in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to
foster health and contribute to personal attractiveness, that life may be more enjoyable and
rewarding for the people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas have
stayed at the heart of our business. Even if their language and the notion of only women
doing housework has become outdated.
In a history that now crosses three centuries, Unilever's success has been influenced by the
major events of the day economic boom, depression, world wars, changing consumer
lifestyles and advances in technology. And throughout we've created products that help
people get more out of life cutting the time spent on household chores, improving nutrition,
enabling people to enjoy food and take care of their homes, their clothes and themselves.
Balancing profit with responsible corporate behavior

In the late 19th century the businesses that would later become Unilever were among the
most philanthropic of their time. They set up projects to improve the lot of their workers and
created products with a positive social impact, making hygiene and personal care
commonplace and improving nutrition through adding vitamins to foods that were already
daily staples.
Today, Unilever still believes that success means acting with 'the highest standards of
corporate behavior towards our employees, consumers and the societies and world in which
we live'. Over the years we've launched or participated in an ever-growing range of initiatives
to source sustainable supplies of raw materials, protect environments, support local
communities and much more.
Through this timeline you'll see how our brand portfolio has evolved. At the beginning of the
21st century, our Path to Growth strategy focused us on global high-potential brands and our
Vitality mission is taking us into a new phase of development. More than ever, our brands are
helping people 'feel good, look good and get more out of life' a sentiment close to Lord
Leverhulme's heart over a hundred years ago.
16
TIME LINE
19th century:
Although Unilever wasn't formed until 1930, the companies that joined forces to
create the business we know today were already well established before the start
of the 20th century.
1900s:
Unilever's founding companies produced products made of oils and fats,
principally soap and margarine. At the beginning of the 20th century their
expansion nearly outstrips the supply of raw materials.
1910s:
Tough economic conditions and the First World War make trading difficult
for everyone, so many businesses form trade associations to protect their shared
interests.
1920s:
With businesses expanding fast, companies set up negotiations intending
to stop others producing the same types of products. But instead they agree to
merge - and so Unilever is created
1930s:
Unilever's first decade is no easy ride: it starts with the Great
Depression and ends with the Second World War. But while the business
rationalizes operations, it also continues to diversify
1940s:
Unilever's operations around the world begin to fragment, but the
business continues to expand further into the foods market and increase
investment in research and development.
17
1950s:
Business booms as new technology and the European Economic
Community lead to rising standards of living in the West, while new markets
open up in emerging economies around the globe
1960s:
As the world economy expands, so does Unilever and it sets about
developing new products, entering new markets and running a highly ambitious
acquisition programme.
1970s:
Hard economic conditions and high inflation make the '70s a tough time
for everyone, but things are particularly difficult in the Fast Moving Consumer
Goods (FMCG) sector as the big retailers start to flex their muscles.
1980s:
Unilever is now one of the world's biggest companies, but takes the
decision to focus its portfolio, and rationalize its businesses to focus on core
products and brands.
1990s:
The business expands into Central and Eastern Europe and further
sharpens its focus on fewer product categories, leading to the sale or withdrawal
of two-thirds of its brands
21st Century:
The decade starts with the launch of Path to Growth, a five-year
strategic plan, and in 2004 further sharpens its focus on the needs of 21st
century-consumers with its Vitality mission.
18
PRODUCT PROFILE
19
PRODUCT PROFILE
Product of Hindustan Unilever
Kwality Walls Ice Cream
Rin
Hamam
Wheel Laundry Detergent
Lifebuoy
Kissan
Rexona
Annapurna
Lux
Pond's
Liril
Vaseline
Moti Soaps
Lakm
Breeze
Clinic Plus
Lipton Tea
Clinic All Clear
Brooke Bond Tea
Sunsilk and Lux Shampoos
Bru Coffee
Vim
Pepsodent
Ala Bleach
Fair & Lovely
Domex
Close Up
Pureit Water Purifier
Surf
ONE OF THE MOST FAMOUS PRODUCT OF HINDUSTAN

UNILEVER
History:
The fairness cream brand was developed by Hindustan Lever Ltd (now
Hindustan Unilever Ltd) in 1975.The product was then marketed
nationally in 1978 the launch of Fair and Lovely was met with much
enthusiasm. In 1988, the brand went international, and is now available in
40 countries.
Fair & Lovely was launched in 1978 in India. (Pretty Old Product) Fair &
Lovely is sold in over 30 countries worldwide. These include countries
across Asia, Middle East and Africa. Fair & Lovely does not contain
Alcohol.
All the oil & fat used in Fair & Lovely products are of vegetable or
synthetic origin only. Fair & Lovely doesnt contain any harmful
ingredients. All Fair & Lovely ingredients have been safety cleared and
are all approved for cosmetic products as per local regulations.
All the ingredients used for the base are all widely used in personal care
products globally and approved by agencies like the BIS (Bureau of
Indian Standards) which work together to protect the skin from darkening
and gently, safely lightening the skin.
With the consumers brand is also growing,

With the modernization of consumer, brand is also modernizing,
With the transformation of women, brand is also transforming
with their changing needs.
The tube of Fair and lovely has its presence in many homes
whether they are rich or poor, rural or urban. It is
the favourite of women of different age groups ranging from
college going girls (even school girls) to older women.
Fair and Lovely has dominated the market for long period of
time and nowadays also it is doing pretty well despite the
increased competition both from domestic and international
brands. All this is because of loyal customer base it has created
through great marketing efforts of the company. With a pack of
Fair and Lovely, the company doesn't only sell the product but
also hopes.
SUCCESS STORY OF BRAND
The success of a brand depends on various factors such as right

product at right time to right consumers with right marketing
efforts. There were various advantages for Fair and lovely such
as, it has backing by strong company like HUL, which is always
considered to be acumen of marketing. Furthermore, it was first
product to be launched of this kind in India. This Brand also
focuses on a specially designed marketing drive for villages.
ADVERTISEMENTS
Advertisement has always been a great marketing mix for Fair

and Lovely. The advertisement shows the whitening effect on its
cover only by showing a face six times in whitening progression,
as woman becomes fairer she is even more happier depicted by
showing two pictures of woman as before use and after use. To
verify, instrument such as fairness meter is given along with the
pack.
The TV commercial of Fair and Lovely also shows highly

depressed women and after use of Fair and Lovely she fulfill her
dreams and meet with happiness
MARKETING IS DIVIDED INTO THREE

PHASES
CONTROVERSIES
Initially, the advertisement campaign which was launched by

Fair and lovely was somewhat biased toward darker skin and
attracted a fair share of controversies with people blaming that

fair and lovely mixed beauty with fairness. But now the
advertisement campaign which is focused on fulfilling the
dreams and "transforming the women. HUL did not create
prejudice, it already existed there. It used it to increase selling of
its product.
MEETING DEMANDS OF CONSUMERS
Positioning of brand keeps on changing with evolving customers.

Initially advertisements were focused on aspiration of girl
getting the right man, but as aspirations kept on changing,
advertisements have also started evolving about achieving career,
status, self achievement etc. This can be supported by Airhostess
ad, Ayurveda ad, Cricket ad of Fair and Lovely. Fair and Lovely
has always listened to their customers needs and has changed
accordingly thus becoming one of the favourite brands of its
followers.
When to Use?
Fair & Lovely should be used 2 times a day preferably after

washing the face so as to ensure that dirt, dust and grime are removed
from the skin prior to applying the product.
WHAT FAIR & LOVELY SAYS ABOUT THEIR

PRODUCTS?
More than the benefits given by our technology/products are

reversible (that is once the product application is discontinued), the
consumer will revert back to their initial color/skin state within a few
weeks. This is what makes our technology safe and unique. The Fair &
Lovely gets absorbed into the skin as soon as you rub it in gently. Fair &
Lovely avoids leaving oily look. Fair & Lovely says that their products
are suitable for all skin types and are not known to have any side effects.
Here are the photos of my Fair & Lovely Multi vitamin Cream
There are 4 variants of Fair & lovely are available in the Market:
Fair & Lovely Multi vitamin

Fair & Lovely Ayurvedic Cream
Fair & Lovely Anti Marks
Fair & Lovely Menz Active
OBJECTIVES OF THE
STUDY
OBJECTIVES OF THE STUDY
Primary objective
To find out the customer satisfaction level of the Fair & Lovely Fairness
Cream in Cumbum Town.
Secondary objectives
To know customer preference and needs about the purchase of the
product.
To know the product usage and availability in the market.

To make suitable suggestions for the improvement of production and
marketing of Fair & Lovely Fairness cream.
To study about People expectations, Pricing factors, price variation of
Fair & Lovely Fairness Cream.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is a basic plan, which guides the data

collection and analysis phases of the research project. It is a framework,
which specifies the type course of the data collection periods.
Data collection
Data collection is the process of collection the data by structured

questionnaires enquiry. The data used in this survey are:
Primary data
Secondary data
Primary Data
Primary data are generated when the research using personal

investigates a particular problem at the hand primary 3 methods can
collect data.
Sampling
Sampling means where only few units of population under study

are considered for analysis is called sampling. It is a process of obtaining
the information about an entire population by examining only a part of it.
Sampling Techniques
Sampling techniques used in the survey was random sampling.
Sample Size
The sample size taken for survey is 100 respondents.
Basically samples are two types

1. Probability or random sampling
2. Non-probability sampling
1.Probability Sampling
A probability sample is also called random sample. It is chosen in

such a way that each member of a universe have a known chance of being
selected.
Systematic sampling
Stratified sampling
Cluster sampling
2.Non-Probability sampling
The Non-Probability sampling the chance of and particular unit in

the population being selected is unknown since randomness is not
involved in the selection process an estimate of the sampling error cannot
be made. But this does not mean that the findings obtained from nonprobability sampling area questionable value. If properly conducted their
findings can be as accurate as those obtained from probability sampling.
In our survey, I have followed random sampling method.
Secondary Data
Secondary data are those data, which are collected from some
earlier research work. This data are printed in nature. Booklets, statistical,
information, etc.
Questionnaire method
In this method a question considering list of question airing

pertaining to the survey is prepared. There are blank spaces for answers.
The questionnaire is sent to the respondents who have expected to write
the answers in the blank spaces.
Tool for Analysis
The contact method used in the survey is percentage analyzed

method.
DATA ANALYSIS AND

INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
This is an attempt to organize and summaries data in order to
increase results.Usefulness in such a manner that enables the researcher to relate
critical points with the study objectives. Sometimes these organizing and
summarizing of data requires the use of summary statistical measures.
Such as percentage averages and disappears since most marketing

data are collected through the use of samples, the reliability of the
summary estimates is required to be determined.
In this survey the collected data are analyzed and interpreted by the
percentage analysis method.
Percentage Analysis Method
Percentage analysis method to a specified kind of ratio percentage

is used in making comparison between two or more series of data
percentage to describe relationship.
Research Design
A marketing research design specifies a procedure for conducting

and controlling the research project. The choice of particular research
design would follow from the problem. As such there is no single best
design. However, any marketing research study must explicitly state its
plan about collecting and analysis data.
DATA ANALYSIS
TABLE: 1
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
Yes
100
100
No
Total
100
100
Source: Primary Data
Among the 100 Respondents

100% of the Respondents are using Face cream.
CHART: 1
100
100
90
80
70
60
Percentage
50
40
30
20
10
0
YES
NO
0
Particulars
TABLE: 2
RESPONDENTS OPINION ABOUT PREFERENCE OF BRANDS
SERIA
L
NUMB
NUMBER
PARTICULAR
OF
RESPOND
ER
1
2
PERCENT
AGE
ENTS
Fair & Lovely
Ponds white
beauty
72
72
12
12
Garnier
16
16
Total
100
100

72% of Respondents are using Fair & Lovely face cream.
12% of Respondents are using Ponds White Beauty face cream.
16% of Respondents are using Garnier face cream.
CHART: 2
RESPONDENTS OPINION ABOUT PREFERENCE OF BRANDS
100
90
80
72
70
60
Percentage
50
40
30
20
12
16
10
0
Fair & Lovely Ponds white beauty

Particulars
TABLE: 3
Garnier
RESPONDENTS PREFERENCE ABOUT THE TYPES
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
2
3
Advanced
Multivitamin
Anti Marks
Winter
Fairness
Total
38
53
18
25
16
22
72
100

53% of Respondents are using advanced Fair & Lovely multivitamin
cream.
25% of Respondents are using Fair & Lovely Anti marks cream.
22% of Respondents are using Fair & Lovely Winter Fairness cream.
CHART: 3
RESPONDENTS PREFERENCE ABOUT THE TYPES
100
90
80
70
60
53
50
PERCENTAGE
40
30
25
22
20
10
0
advanced multivitamin
Anti Marks
Winter Fairness
TABLE: 4
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
Advertiseme
nt
35
48
Magazines
12
17
Friends
25
35
Total
72
100

48% of the respondents get knowledge about Fair & Lovely Cream
through Advertisement.
through Magazines.
35% of the respondents gets knowledge about Fair & Lovely Cream
through Friends.
CHART: 4
100
90
80
70
60
50
48
Percentage
40
35
30
20
17
10
0
Advertisement
Magazines
Friends
TABLE: 5
RESPONDENTS OPINION ABOUT THE BETTERMENT OF
ADVERTISEMENT
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
Yes
34
47
No
38
53
Total
72
100

47% of the respondents says that the advertisement is enough for this
brand
53% of the respondents says that the advertisement is not enough for this
brand
CHART: 5
RESPONDENTS OPINION ABOUT THE BETTERMENT OF
ADVERTISEMENT
100
90
80
70
60
53
50
47
Percentsage
40
30
20
10
0
YES
NO
TABLE: 6
REPONEDENTS OPINION ABOUT THE PLACE OF PURCHASE
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
PERCENT
RESPOND
ER
AGE
ENTS
Whole seller
12
17
Retail shop
50
69
10
14
72
100
Departmental
stores
Total

17% of the respondents purchases from Whole seller.
69% of the respondents purchased from Retail Shops.
14% of the respondents purchases from Departmental stores.
CHART: 6
REPONDENTS OPINION ABOUT THE PLACE OF PURCHASE
100
90
80
69
70
60
50
Percentage
40
30
20
17
14
10
0
Whole seller
Retail shop
Departmental Stores
TABLE: 7
RESPONDENTS OPINION ABOUT THE QUANTITIES OF
PURCHASE
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
25g
20
28
50g
22
30
80g
30
42
Total
72
100
28% of the respondents purchase 25g pack.

CHART: 7
RESPONDENTS OPINION ABOUT THE QUANTITIES OF
PURCHASE
100
90
80
70
60
50
42
40
30
28
30
20
10
0
25g
50g
80g
Percentage
TABLE: 8
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
Quality
30
42
Smell
12
16
Skin suit
30
42
Total
72
100

42% of the respondents preferred for its Quality.
16% of the respondents preferred for its Smell.
42% of the respondents preferred for its Skin suit
CHART: 8
100
90
80
70
60
50
42
42
40
30
20
16
10
0
Quality
smell
Skin suit
Percentage
TABLE: 9
RESPONDENTS OPINION ABOUT THE QUALITY
NUMBER
SERIAL
NUMBER
PARTICUL
OF
ARS
RESPOND
PERCENT
AGE
ENTS
1
Excellent
30
42
Better
40
55
Poor
Total
72
100

42% of the respondents feel about the quality is Excellent.
55% of the respondents feel about the quality is better.
3% of the respondents feel about the quality is Poor.
CHART: 9
RESPONDENTS OPINION ABOUT THE QUALITY
100
90
80
70
60
55
50
Percentage
42
40
30
20
10
3
0
Excellent
Better
poor
TABLE: 10
AVAILABILITY OF THE PRODUCT IN OUR AREA
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Yes
64
89
No
11
Total
72
100

89% of the respondents say that the product is easily available in our area.
11% of the respondents say that the product is not available in our area.
CHART: 10
AVAILABILITY OF THE PRODUCT IN OUR AREA
100
90
89
80
70
60
50
PERCENTAGE
40
30
20
11
10
0
YES
NO
TABLE: 11
YEARS OF USAGE
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
PERCENT
RESPOND
ER
AGE
ENTS
Above 3 years
30
42
1-3 years
22
30
1 year
20
28
Total
72
100

42% of the respondents are using this product above 3 years.
30% of the respondents are using this product about 1- 3 years.
28% of the respondents are using this product for 1 year.
CHART: 11
DURATION OF USAGE
100
90
80
70
60
50
PERCENTAGE
42
40
30
30
28
20
10
0
Above 3 years
1-3 years
1-year
TABLE: 12
RESPONDENTS OPINION ABOUT THE USAGE PER DAY
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Once a day
25
35
Twice a day
45
62
72
100
More than 2
times
Total

35% of the respondents are applying Fair & Lovely once a day.
62% of the respondents are applying Fair & Lovely twice a day.
3% of respondents are applying Fair & Lovely more than two times.
CHART: 12
RESPONDENTS OPINION ABOUT THE USAGE PER DAY
100
90
80
70
62
60
50
40
PERCENTAGE
35
30
20
10
0
Once a day
Twice a day
More than 2 times
TABLE: 13
RESPONDENTS OPINION ABOUT THE SIDE EFFECTS
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Yes
10
14
No
62
86
Total
72
100

14% of the respondents says they have a side effect after using this
product.
86% of the respondents says they have no side effects after using this
product.
CHART: 13
RESPONDENTS OPINION ABOUT THE SIDE EFFECTS
PERCENTAGE
100
90
86
80
70
60
PERCENTAGE
50
40
30
20
14
10
0
YES
NO
TABLE: 14
RESPONDENTS FEEL ANY MERITS OF USING FAIR &
LOVELY CREAM
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
PERCENT
RESPOND
ER
AGE
ENTS
Yes
66
92
No
Total
72
100

92% of the respondents say that there are merits in this cream.
8% of the respondents say that there are no merits.
CHART: 14
RESPONDENTS FEEL ANY MERITS OF USING FAIR &
LOVELY CREAM
100
92
90
80
70
60
50
PERCENTAGE
40
30
20
8
10
0
YES
NO
TABLE: 15
KINDS OF MERITS
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Brightness
25
35
Softness
27
37
Smell
20
28
Total
72
100

35% of the respondents feel that the brightness is the merit.
37% of the respondents feel that the softness is the merit.
28% of the respondents feel that the smell is the merit.
CHART: 15
KINDS OF MERITS
100
90
80
70
60
50
40
PERCENTAGE
35
37
28
30
20
10
0
Brightness
Softness
smell
TABLE: 16
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
1-10 days
25
35
10-20 days
35
49
20-30 days
12
16
Total
72
100
Among the72 Respondents

35% of the respondents says that change happens in 1-10 days
49% of the respondents says that change happens in 10-20 days.
16% of the respondents says that change happens in 20-30 days.
CHART: 16
RESPONDENTS FEELS THE CHANGE IN FACE
100
90
80
70
60
49
50
40
PERCENTAGE
35
30
20
10
3.5
0
1-10 days
10-20 days
20-30 days
TABLE: 17
RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR &
LOVELY CREAM
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Yes
52
72
No
20
28
Total
72
100

72% of the respondents says that the product is needed to improve.
28% of the respondents says that no need to improve this product.
CHART: 17
RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR &
LOVELY CREAM
PERCENTAGE
100
90
80
72
70
60
PERCENTAGE
50
40
28
30
20
10
0
YES
NO
TABLE: 18
KIND OF IMPROVEMENT
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
1
2
PERCENT
AGE
ENTS
Package
Reduce the
price
15
21
22
30
Advertisement
35
49
Total
72
100

21% of the respondents says that the package must be improved.
30% of the respondents says that the price must be reduced.
49% of the respondents says that the advertisement must be improved.
CHART: 18
KIND OF IMPROVEMENT
35
30
30
25
21
20
PERCENDAGE
15
10
3.5
0
Package
Reduce the price
Advertisement
TABLE: 19
SATISFACTION TOWARDS THE FAIR & LOVELY FACE
CREAM
SERIA
L
NUMB
NUMBER
PARTICULA
OF
RS
RESPOND
ER
PERCENT
AGE
ENTS
Fully Satisfied
72
100
Not Satisfied
Total
72
100

100% of the respondents are fully satisfied toward Fair & Lovely Cream.
CHART: 19
SATISFACTION TOWARDS THE FAIR & LOVELY FACE
CREAM
100
100
90
80
70
60
50
PERCENTAGE
40
30
20
10
0
not satisfied
Fully Satisfied
FINDINGS
FINDINGS
100% of the Respondents are using Face cream
72% of Respondents are using Fair & Lovely face cream.
through Friends.
64% of the respondents feel about the quality is Better
36% of the respondents preferred for its Skin suit
64% of the respondents purchased from Retail Shops.
89% of the respondents say that the product is easily available in our area.
42% of the respondents are using this product above 3 years
57% of the respondents are applying Fair & Lovely twice a day.
86% of the respondents say that no side effects after using this product.
89% of the respondents say that there are merits in this cream.
44% of the respondents feel the brightness
53% of the respondents says that change happens in 10-20 days
72% of the respondents say that the product is needed to improve.
46% of the respondents say that the advertisement must be improved.
100% of the respondents are fully satisfied toward Fair & Lovely Cream.
SUGGESTIONS
SUGGESTIONS
The company should consider the advertisement must be improved.
The company should concentrate about the varieties must be increased
Useful compliment should be given to attract the customers.
The company must maintain the quality of the product.
LIMITATIONS
LIMITATIONS
The survey was limited only to Cumbum town.
The survey was conducted only among limited size of samples.
Some respondents feel irritated to answer the questions.
I have faced many difficulties while gathering dates.
CONCLUSION
CONCLUSION
From the field survey, I came to know about the
consumers preference and their needs of FAIR & LOVELY CREAM. This
survey method is the best method for collecting information regarding the
product and opinion of the customers.
Market survey is essential to start any business. So each and

every graduate should have the knowledge about the market condition.
I have gained a broad knowledge during this survey. I hope

this survey experience will be a step to build up my carrier in future.
BIBLIOGRAPHY
BIBILIOGRAPHY
MARKETING
Dr.N.RAJAN SANJITH R.
A.MUSTAFA
NAIR
MARKETING RESEARCH
WEBSITES
www.fairandlovely.in
www.google.com
www.hul.com
QUESTIONNAIRE
A MARKET SURVEY ON CONSUMER USAGE AND
SATISFACTION REGARDING FAIR & LOVELY CREAM

IN CUMBUM TOWN
Name
Age
Occupation :
Sex
Qualification:
Address
Male
Female
1) Do you use face cream?
1) Do you use face cream?
Yes
2) Which brand of Fairness cream do you use?
No
Fair & Lovely

Ponds White beauty Garnier
3) If Fair & Lovely cream, which type of Fairness cream do you use?
Advanced Multivitamin Anti Marks

Winter Fairness
4) Where did you get the knowledge about Fair&Lovely cream?
Advertisement
Friends
Magazines
5) Is advertisement is enough for this product?
Yes
No
6) Where did you purchase this product?
Whole seller
Retailer
Departmental store
7) In which Quantity do you purchase every month?
25g
50g
80g
8) What makes you like this product?
Quality
Smell
Skin suit
9) What is your opinion about the Quality of Fair& Lovely Cream?
Excellent
Better
Poor
10)
Is the product available in your area?
Yes
No
11)How many years you are using Fair & Lovely Cream?
Above 3 years
1-3 years
1 year
12)
How many times a day u apply this cream on your face?
Once a day
twice a day
More than 2 times
13)
Do you feel any side effect during the usage?
Yes
No
14)
Is there any merit in using Fair& Lovely cream?
Yes
No
15)
If yes, what merits?
Brightness
Softness
Smell
16)
In which duration you feel the difference in your face?

1-10 days
10-20 days
20-30 days
17)
Do you want any modification of this product?
Yes
No
18)
If yes, what kind of change you want?
Package
Price reduction Advertisement
19) Do you satisfy towards the fair & lovely face cream?
Yes
No
20) Your suggestions if any___________________________

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A MARKET SURVEY ON CONSUMER USAGE AND

BACHELOR OF BUSINESS ADMINISTRATION

DEPARTMENT OF BUSINESS ADMINISTRATION

Head of the Department

Signature of the Guide

Viva-Voce examination was conducted on.................................At

(Reg. No. B2220260)

Objectives of the Study

Data Analysis and Interpretation

CONSUMER USAGE OF FACE CREAM

RESPONDENTS OPINION ABOUT

RESPONDENTS FEEL THE CHANGES IN FACE

CONSUMER USAGE OF FACE CREAM

RESPONDENTS OPINION ABOUT

RESPONDENTS PREFERENCE ABOUT THE

RESPONDENTS FEEL THE CHANGES IN FACE

RESPONDENTS OPINION ABOUT

SATISFACTION TOWARDS THE FAIR &

Tea, soap, detergents

Balancing profit with responsible corporate behavior

Product of Hindustan Unilever

Kwality Walls Ice Cream

Wheel Laundry Detergent

Clinic All Clear

Brooke Bond Tea

Sunsilk and Lux Shampoos

Fair & Lovely

Pureit Water Purifier

ONE OF THE MOST FAMOUS PRODUCT OF HINDUSTAN

With the consumers brand is also growing,

SUCCESS STORY OF BRAND

The success of a brand depends on various factors such as right

Advertisement has always been a great marketing mix for Fair

The TV commercial of Fair and Lovely also shows highly

MARKETING IS DIVIDED INTO THREE

Initially, the advertisement campaign which was launched by

attracted a fair share of controversies with people blaming that

MEETING DEMANDS OF CONSUMERS

Positioning of brand keeps on changing with evolving customers.

Fair & Lovely should be used 2 times a day preferably after

WHAT FAIR & LOVELY SAYS ABOUT THEIR

More than the benefits given by our technology/products are

Fair & Lovely Multi vitamin

OBJECTIVES OF THE STUDY

To know the product usage and availability in the market.

Research methodology is a basic plan, which guides the data

Data collection is the process of collection the data by structured

Primary data are generated when the research using personal

Sampling means where only few units of population under study

Sampling techniques used in the survey was random sampling.

The sample size taken for survey is 100 respondents.

Basically samples are two types

A probability sample is also called random sample. It is chosen in

The Non-Probability sampling the chance of and particular unit in

In this method a question considering list of question airing

Tool for Analysis

The contact method used in the survey is percentage analyzed

DATA ANALYSIS AND

DATA ANALYSIS AND INTERPRETATION

This is an attempt to organize and summaries data in order to

increase results.Usefulness in such a manner that enables the researcher to relate

Such as percentage averages and disappears since most marketing

percentage analysis method.

Percentage Analysis Method