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Dear Participant,
We are students of BBA (Hons.) representing Superior University Lahore. We have been
assigned a project to do a pre-launch study for a new product therefore we are conducting a
survey to observe the behavior of consumer about a new cosmetics product like Fairness
Cream. This research is purely for the purpose of study and it is assured that all data will be
kept confidential. Your cooperation in this regard will be highly appreciated.
Demographics:
Gender
1) Male 2) Female
Age
1) 15-25 2) 26-40 3) 41-60 4) 61-more
Education
1) Ph.D 2) M.Phill 3) Masters
4) Bachelors 5) Intermediate 6) Matriculation 7) Middle
Financial Status
1) Poor 2) Below Average 3) Average
4) Above Average 5) Rich
Occupation
1) Private Job 2) Government 3) Business 4) Other
Marital Status
1) Married 2) Single 3) Divorce
Area of Living
1) Rural 2) Urban
Number of Family members
1) Live alone 2) 2-3 3) 4-5 4) more than 5



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Psychographic:
What are recreational activities that you enjoy most?
1) Video games 2) Shopping 3) Club 4) Any sports
5) Other__________
Which cream you are using now a days?
1) Moisturizing cream 2) Fairness cream 3) Acne cream 4) Herbal cream
How many times you use a cream in a day?
1) 1 2) 2 3) 3 4) more than 4
From where do you buy the product?
1) Shopping Mall 2) Online 3) Local Shop 4) Other______________

LIFESTYLE & PERSONALITY DIMENSIONS
SA= STRONGLY AGREE A=AGREE N=NEUTRAL DA=DISAGREE SD= STRONGLY DISAGREE
LIFE STYLE
STATEMENTS
SA A N DA SDA
1.BELIEVERS
I must admit that my interests are somewhat narrow and
limited. To words trying new products or brand.

I have more ability than most people.
I only use a product of brand not local.

2.SELF ACTULIZERS
I like doing things that are new and different.
I like the challenges of doing something I have never done
before.

3.EXPERIENCERS


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I learn from my own experiences.

I would like to use new product.

I do some physical activities.

4.MAKERS
I love to make things I can use every day.
I believe on self-sufficiency and freedom of individuals
rights

5.STRIVERS
I prefer to look more stylish and due to this I can use any
product either it is of branded or local.

I would compromise brand over local product.

I work hard to prove myself.
6.STRUGGLERS
I have few resources for fulfillment of my dreams.
I am struggling in using branded product in low income.

I cant afford expensive or branded products.
7.ACHIVERS
I must admit that I like to show off.
I like to purchase new products and keep update myself.
I think that beauty creams really works on my skin.

I think that only the good looking skin and face is the key to
success.

8.FULLFILLERS
I like to be aware of market trends and accept new ideas.
I prefer quality over price.




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DIMENSIONS OF BRAND PERSONALITY
1. SINCERITY
All the description about ingredients in beauty cream
Should be clearly and easily understand able to me.

Would you prefer any other cream over the old one?

Fairness cream is harmful for skin.


Fairness cream fulfills its promises.

Fairness cream brand should not try to mislead their
customer through advertisement by adding fantasy and
imagination in it.

2. EXCITEMENT
Its advertisement supposed to be fashioned and excited
so that it can mesmerize others.

Fairness cream should be more prominent than other
creams in market.

It must create a feeling of confidence and inspired the
user.

The ingredients should be natural.
3.COMPETANCE
Its performance should be consistent
It should differentiate itself from others and be unique in
every sense

We can use cream without any fear of skin allergy.

The ingredients should be reliable.

4.SOPHISTICATED
Its price should be little bit high.
Packaging should be charming and attracting.
Essence of cream should be light.
5.RUGGEDNESS


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You often use sun protecting cream whenever you go
outside.

It should be more enduring in external environment.

FIVE FACTOR MODEL OF PERSONALITY
1.EXTROVERSION
I believe on collectivism.
I get along with others easily.
I love to enjoy time spent with friends and parties.
2.INSTABILITY
Often I lost my temper so quick
Sometimes I become too aggressive and reactive to the
situation.

3.AGREEABLENESS
I have an optimistic views regarding human nature.
Most of the time I compromise my interests with others.
4.OPENNESS TO EXPERIENCE
I like creativity and appreciate to art.
I get excited by new ideas.
I like to learn new things.
5.CONSCIENTIOUSNESS
I mostly take careful decision while purchasing.
I like punctuality & perfection at any cost.
Thank you! For your Precious Time