A study on the consumer buying behaviour regarding different mens fairness

creams in Bangalore.

Submitted in partial fulfilment of the requirement for the award of the degree of Bachelors of
Business Management of Christ College, Autonomous

BY
ADLEY SUNNY
08D1302

UNDER THE GUIDANCE OF

MRS HARI PRASEETHA,

THE DEPARTMENT OF MANAGEMENT STUDIES

CHRIST UNIVERSITY
BANGALORE 560029
2009-2010
 CERTIFICATE

This is certify that Mr. Adley Sunny 08D1302, is a bonafide student of VI Semester BBM
programme studying in this Institution. He has prepared and submitted a project report titled A
study on the consumer buying behaviour regarding different mens fairness creams in
Bangalore., in partial fulfillment for the requirement for the award of the degree of Bachelors Of
Business Management [BBM] programme of Christ Unversity, for the Academic Year 2010-
2011.

This project has not formed the basis for the award of any Degree of Diploma of any other
university or institute.

Jain Mathew
Head of the Department
Place: Bangalore Department of Management Studies
Date: Christ University, Bangalore
 GUIDE CERTIFICATE

This is to certify that, this project titled, A study on the consumer buying behaviour regarding
different mens fairness creams in Bangalore, submitted to Christ University for the award of a
degree in Bachelor of Business Management [BBM] as a record of original and independent
work carried out by Mr,Adley Sunny 08D1302, under my guidance and supervision.

This has not formed the basis for the award of any Degree or Diploma by Christ College,
Autonomous or any other University.

Mrs.Hari Praseetha
Place: Bangalore Project Guide
Date: Christ University, Bangalore
 DECLARATION
I, Adley Sunny, hereby declare that this project report, A study on the consumer buying
behaviour regarding different mens fairness creams in Bangalore., submitted to Christ
University is a record of original and independent work carried out in partial fulfillment of the
requirement for the award of a degree of Bachelors Of Business Management [BBM].

I also declare that this representation has not been previously published or submitted as a project
report for the award of any Degree or Diploma of Christ College, Autonomous or any other
University.

Place: Bangalore Name: Adley Sunny

Date: Reg. No: 08d1302
 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have been instrumental in guiding
me through my research .I express our sincere thanks to Dr. Fr. Thomas C. Mathew, Principal of
Christ College and Mr. Jain Mathew, Head of Department, Management Studies for their
encouragement and support.

I
I am deeply grateful to Mrs.Hari Praseetha, Project Guide, Department of Management Studies,
Christ University, for the cooperation extended by her to conduct this study, advising us on the
project report and furnishing the required information. I would also like to thank the faculty for
their constant support
.
Last, but not the least I would like to thank my parents and friends for their constant help and
support.
 TABLE OF CONTENTS

SL.NO CONTENT PG.NO

1. CHAPTER 1 INTRODUCTION
1.1 Introduction to the topic
1.2 Introduction to the industry
1.3 Introduction to the company
1.4 Review of Literature

2. CHAPTER 2 RESEARCH DESIGN

2.1- Title of the study
2.2- Objectives of the study
2.3- Scope of the study
2.4- Type of research
2.5- Sample size and sampling method
2.6- Data collection methods
2.7 - Statistical tool used
2.8- Limitations of the study
2.9- Respondents profile.

3. CHAPTER 3 DATA ANALYSIS AND

INTERPRETATION
3.1- Table and analysis
3.2- Chart and interpretation

4. CHAPTER 4 SUMARY OF FINDINGS

5. CHAPTER 5 - BIBLIOGRAPHY AND ANNEXURE

5.1 Bibliography
5.2 - Annexure
 CHAPTER 1

INTRODUCTION
 Introduction

Are men concerned about their complexion? Do men worry about skin fairness? If asked few
decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal
properties of female race. But today alarming statistics reveal that cosmetics and fairness creams
are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and
conceptions about human beauty also have undergone tremendous changes. Today fairness is not
a word mentioned only in the matrimonial advertisements but the society believe that being fair
is being beautiful and handsome. A famous fairness cream is named 'Fair & Handsome' as if to
proclaim that to be fair is to be handsome.

Tall and dark? Then you are not likely to be deemed handsome, going by current trends,
even though India has always worshipped dark gods. The metrosexual look is getting
preference - and that means men are chasing fairness creams and chemical peels, thanks
to media and advertising playing a role in promoting them.

Commenting on the Indian mans growing fascination for fair skin, Apollo Hospital
senior cosmetic surgeon Anup Dhir told IANS: I get around 8-19 inquiries every month
from men to improve their skin tone and help them look fairer.

There are times when a man accompanying a woman client ends up taking skin-related
treatments after consultation.

Dark gods like Krishna and Rama are deeply embedded in the Indian psyche. But the
country has always shown a bias in favour of light skin as far as mere mortals go.

Ever since the macho look was replaced by the metrosexual look, men have started taking
a greater interest in their appearance. From visiting parlours for manicures and pedicures
to spas, they are concentrating on every aspect of grooming. And that means falling for
fairness products.
Buying fairness creams or getting regular massages, facials, manicures and pedicures
done is just an indicator that today men, like women, want to pamper themselves,
psychiatrist Sanjay Chugh told IANS.

Various cosmetic brands have launched fairness creams for men and with Bollywood
celebrities like Shahid Kapoor and John Abraham endorsing them, they have become a
craze.

In 2005, Emami was perhaps the first one to launch the mens fairness cream Fair &
Handsome. Two years later, the company roped in superstar Shah Rukh Khan as its brand
ambassador.

This was followed by HULs Fair & Lovely Menz Active that came in 2006 and the very
next came Nivea for Men Whitening Moisturiser and Nivea for Men Multi-White
Whitening Facial Foam. The same year actor Anuj Saxenas company Elder HealthCare
came out with Fair One Man Cream.

In 2009 cosmetics brand Garnier India entered mens skin care with the Mens
Powerlight range that also includes face wash and moisturiser. According to its marketing
manager Richa Singh, the grooming habits of Indian men have evolved.

As per research, the need to look and feel good is extremely high. Skin care is an
integral part of grooming and fairness has been identified as a principal demand in the
male grooming market. We identified the consumer need and offered a specialised skin
care range for men.

According to a report, the mens fairness products market is estimated at Rs.175 crore
(nearly $40 million) and is growing at the rate of 25 percent. While the womens fairness
market is growing at 7 to 8 percent.

Media has played a major role in pushing men in this direction. He couldnt be more
right, as ads promoting fairness creams seek to portray that dark skinned guys lack
confidence and are not as successful as the fair-skinned.

So is it really possible to lighten skin tones with fairness products? Yes, you can. While
skin colour is largely genetic, it is also greatly affected by sun exposure, hormonal
changes and various other factors, Mumbai-based anti-aging medicine specialist S. Ali
Mohammad told IANS.

These lotions and creams contain hydroquinone, a chemical which inhibits melanin and
lightens the skin. Since melanin is what causes darker skin, you will notice your skin is
lighter with regular use.

Experts suggest that one can also opt for chemical peels to get better and faster results.

It is possible to lighten your skin to your original colour. That is usually judged by the
colour of your chest mid part area, said Mumbai-based dermatologist Priyanka Sutariya.

These peels help to remove several layers of skin, depending on the strength of your
peel, revealing skin below that is lighter, fresher and brighter.

The prices of these peels start from Rs.2,000 (over $40) and a person has to take six to
eight sessions to achieve desired results.

The terms skin whitening, skin lightening, and skin bleaching covers a variety
of cosmetic methods used in an attempt to whiten or lighten the skin
Skin lightening or whitening is a controversial topic as it is closely intertwined with the
detrimental effects on health, identity, self image, racial supremacy and colonial
mentality According to the Daily Mail, Aishwarya Rai the former Miss World and Indian
movie star is said to be considering suing Elle Magazine of what has been deemed 'racist
airbrushing' when they put her on a cover with digitally lightened photos. There is
evidence to suggest that some types of skin-whitening products use active ingredients
(such as mercurous chloride) and hydroquinone which can be harmful. Hydroquinone has
now been banned in Europe and in many other countries can only be prescribed by a
doctor for certain skin conditions. There are skin lightening formulas which do not
contain chemicals harmful to skin and are safe to use. These are more likely to be
manufactured in countries where there are strict regulations governing the cosmetics
industry, as in the UK, Europe and USA.
There is a growing market in skin lightening products that are toxic free which have the
drawback of being more costly due their expensive ingredients. One of the first to be
introduced was the European brand Super Skin Lightener. Japan and the Pacific is a big
market for high quality skin lightening products imported from Europe.]In India, Fair and
Lovely by Unileverremains a popular brand despite the company being forced to
withdraw television advertisements for the product in 2007.
In developing countries, banned chemicals are still being used in skin lightening creams.

Uneven pigmentation affects most people, regardless of ethnic background or skin color.
Skin may either appear lighter or darker than normal; there may be blotchy, uneven areas,
patches of brown to gray discoloration or freckling. Skin pigmentation disorders occur
because the body produces either too much or too little melanin. Melanin is the pigment
produced by melanocyte cells. It is triggered by an enzyme called tyrosinase, which
creates the color of skin, eyes, and hair shades.
Melanin has two major forms that combine to create varying skin
tones. Eumelanin produces a range of brown skin and hair color,
while pheomelanin imparts a yellow to reddish hue.
Melanin provides some amount of sun protection for the skin by absorbing ultraviolet
light. Darker skin colors are less susceptible to sunburn and the overall effects of sun
damage.
Increased melanin production also known as hyperpigmentation is often referred to
as melasma, chloasma or solar lentigenes.

Melasma is a general term describing darkening of the skin.

Chloasma is generally used to describe skin discolorations caused by hormones.
These hormonal changes are usually the result of pregnancy, birth control pills or
estrogen replacement therapy.
Solar lentigenes is the technical term for darkened spots on the skin caused by the sun.
Solar refers to sunlight and lentigene describes a darkened area of skin. These spots
are quite common in adults with a long history of unprotected sun exposure.
Aside from sun exposure and hormones, hyperpigmentation can be caused by skin
damage, such as remnants of blemishes, wounds or rashes. This is especially true for
those with darker skin tones.
The most typical cause of darkened areas of skin, brown spots or areas of discoloration is
unprotected sun exposure. Once incorrectly referred to as liver spots, these pigment
problems are not connected with the liver.
On lighter to medium skin tones, solar lentigenes emerge as small- to medium-sized
brown patches of freckling that can grow and accumulate over time on areas of the body
that receive the most unprotected sun exposure, such as the back of the hands, forearms,
chest, and face. For those with darker skin colors, these discolorations can appear as
patches or areas of ashen-gray skin.
Review of Literature
 Article-1
No one knows beauty products better than women, who are always trying something or
the other on their skin. From Banana to Rose water yes they have tried it all to look
younger and for a fairer complexion. But apart from all these natural products is there a
product in the Indian market which can make a women or man fairer in fewer days, we
will find out by reviewing these fairness creams. Since nearly every product in the market
claims to making you fair from Shahid Kapoor to John Abraham and from Katrina Kaif
to Kajole selling Olay products. The market for beauty products is vast but the market for
fairness creams I think occupies 90% of the space.
Long from the days of Britishers we have always loathed dark skin thinking the white is
always right, because of the hot climate in India most of us are dark skinned. And no
matter what we try the colour pigmentation in our skin doesnt seem to be responding to
these products easily. Have you ever wished you could just wash off the colour of your
skin just like those Tide washing powder ads, where dirt vanishes instantly?
Fair and Handsome: - Shockingly the Indian fairness cream market never saw the males
as their potential customers, until the Emami Fair and Handsome cream was launched. It
can be said as the first cream to focus on Indian males. It is priced around 37 Rs for a
medium pack. And yes I must say it works, atleast on my complexion it did show some
positive results. But it has drawbacks the cream is sticky and does not spread over your
skin. May be a gel base formulation would make it more effective. The ingredients have
not been shared by the cream makers but they claim it to be Ayurvedic and natural.
Garnier for Men Power Light:- Garnier is a well known brand among beauty products,
it has recently launched its popular Garnier for Men Powerlight cream, with a gel based
cream Garnier Powerlight seems to be effective for all skins. It also provides you with
SPF15 sun screen. Though I must say it is not for people who can spend. It is priced
above 100 Rs for a single pack. The efficacy of the cream may depend on usage and your
skin type.
These are some of the main fairness creams from Indian market in my opinion the major
products to go after are Olay and Fair and Handsome. Though Olay has been focused on
woman I think men too can try it for best results, remember to use face wash and clean
your skin on regular basis for healthy and glowing results. There are other new products
as well Fair and Lovely menz active, Nivea for Men, Vasline Mens etc. Rest melanin is
an eminent part of human skin and prevents us from Sun damage there is no shame in
have a dark complexion some of our famous models and actress are dark skinned too.

There are a lot of beauty products in the market available these days for the purpose of
beautification and nurture of the body. Most of the people want to have a better
personality but they are actually found perplexed about what they should do to get and
sustain that cause. A perfect personality includes better physique, glowing skin and rather
a fair and youthful complexion. In order to have a lighter skin tone, most of the people
consider using skin fairness creams. Both of the men and women prefer to have a color
that is appealing yet tempting for their overall look. Men want better-looking complexion
because in todays world they are generally outgoing and athletic to represent themselves
in front of others.

With the availability of the mens fairness creams out there, it is quite confusing to decide
the best one for the face and for the skin type you have. You should avoid rushing
through the whole collection and selecting something that is not ought to suit you. Our
skin is a really sensitive organ that needs to be kept nurtured and smooth. You should
also take care of any allergic reactions that you might suffer after applying certain beauty
products. This article will reflect some points on the things to look for in a mens fairness
cream.

You should always take care of the ingredients that are being used to comprise the
fairness cream. There are certain organic and mineral skin care productsthat you can
consider for the cause. These would be free from the synthetic elements and you dont
even have to worry about the side effects the artificial products might bring you. Prefer
the quality of the brand you are selecting. Sometimes, the most famous brands might not
work for the skin type you have and you might end up getting the condition worse.

Choose the lighter products in order to make your skin fair and bright. You dont
have to go with the products that exaggerate your skin too much. Your skin needs
freshness that you should provide on utmost basis. Consult a beautician before buying a
cream so you can know well about the consistent good ones and you can differentiate the
better ones according to your skin types.

Perform a bit of research on the kinds before you make a decision. There are even some
fairness pills that create rashes and acne on the skin. You might not want to end up
having other skin issues instead of a younger, attractive and fairer skin.
 ARTICLE 2

Best Fairness Cream A Skin's Pride

By: Albert Cain | - A fair complexion has always been associated with success and
popularity. Men and women alike desire fairness; it is believed to be the key to a
successful life. As most of the Indians are very much bothered about their colour
complexion the fairness creams enjoy very good market growth rate when compared with
other related product.

There are number of fairness creams and other skin whitening products in the market
such as peel-offs, serums, lotions etc.

ARTICLE 3

Hi Handsome: The Dream Of Every Man

By: pthomas | - The Hi Handsome TV Commercial has given every man an opportunity
to dream of a fair complexion. Everyone wants to be as lucky as the boy not by sneaking
into a girl's hostel, but by applying the magical fairness cream. Men have started
imagining themselves in place of the boy. Imagine walking on the road with ten girls
around you and shouting out Hi Handsome! Aahh It's a dream come true.

Read
more: http://www.articlesnatch.com/topic/fairness+cream+for+men#ixzz10H8337u9

ARTICLE 4

Should You Consider Lightening Your Skin?

By: Bart Icles | - We all want to look our best, and many people would exert every
possible effort in order to achieve the kind of appearance that they've been aspiring to
have. People buy tons of makeup and beauty products just to enhance their looks, get
haircuts, have their hair colored, lose weight, and overhaul their wardrobe in order to
make themselves over and feel like they're entirely new people.
 ARTICLE 5

Your Skin Is Asking For Some Thing

By: krobinsonrikhav@gmail.com | - Skin is the reflector of what our habits are. Basically
it is the mirror which expresses the inner state of body, our eating habits, sleeping slots,
care taken for the body, all these says the story of the skin. A healthy skin is what
everyone and especially women want to enjoy, but is every one enjoying the healthy state
of the skin. So, the answer for this question is no, not everyone enjoys healthy and
glowing skin.

ARTICLE 6

Choose Best Health & Skin Care Products

By: scott hardy | - Taking care of our health and well being are our primary objectives in
this new world of health consciousness and awareness. Various health programs, weight
loss pills, food supplements, antioxidant products are flooding the market today all
claiming for good health and proper health care and hygiene.

Many manufacturers are joining the bandwagon and a lot of personal care and beauty
products are available to suit a high level of demand from consumers.

ARTICLE 7

Meladerm: The Very Fresh Marvel Of Skin Treatment

By: Jennifer Lowdry | - Are you the particular type of particular person who is actually
really aware by their own look? Or perhaps are you one of those people that do not really
really feel at ease with the existence of a solitary black blemish or pimple damaged spot
on their facial area? Quite a few utilizes skin whiteners in order to get free of this
particular issue. However, along with the plenty of skin whiteners within the
marketplace, which one particular must you select?
 ARTICLE 8

Face Whitening Creams

By: Kelan Grady | - Extrapone Nutgrass is a good natural whitening ingredient that
should be searched for. When it comes to skin whitening ingredients, there are a hefty lot
of them in the market. However, Extrapone Nutgrass has been proven more effective in
preventing excessive melanin production in a few short weeks thereby reducing and
eliminating dark pigmentations and surface age spots.

One example of a common skin lightening ingredient is hydroquinone.

ARTICLE 9

Skin Whitening With Bio Claire

By: Bart Icles | - Wanting lighter or paler skin might sound unusual to people from
countries in the Western world. However, in many other countries, skin whitening is
practically a common process among many women, particularly those who are born with
darker complexion or have dark spots or marks on their skin; those who have experienced
sunburn or tanning, with their skin not returning to their original shade, also use skin
whiteners. These are absolute musts in cultures and places where lighter skin is seen as a
...

ARTICLE 10

Skin Whitening With Natural Way

By: jony rich | - The fact is that this may be possible with a little dedication and research
right. There are several homemade skin whitening products that can help you be more
fair.

Apply sunscreen before leaving home. It will protect your hard sunlight. It is advisable to
wear sunglasses to protect your eyes and face of the pollutants.

If you're looking to buy any skin lightening cream to black, try to get in touch with your
friends. If any of them have the same skin type and used no ...
 ARTICLE 11

Oily Skin: Its Skin Care Regime

By: Stone Keron | - Oily skin is definitely a cause for embarrassment when you go out for
a party or a get-together.No makeup can withstand for a long time and you will start
looking dull, boring and so unkempt. Skin care regime therefore becomes highly essential
for all those who have oily skin. There are a whole lot of oily skin products that would
help in overcoming the woes of having such a slimy skin. No doubt, there is a belief that
people who have such a skin do not appear to age quickly on the external face.

ARTICLE 12

Skin Protection Day Cream

By: Dr. bruswiliams | - Most of us wear a Skin Protection Day Cream for at least 8-10
hours a day 7 days a week. When you consider how many hours this adds up to, your day
cream needs to contain beneficial ingredients that will deliver immediate visible results.

I learned the truth about what my skin really needed and it was Hydration! Most anti-
aging day creams and other anti-aging skin care products on the market today contain
ingredients that are molecularly to large to be absorbed into the skins surfac ...

ARTICLE 13

The Real Deal On Skin Care Devices

By: Michi A. | - Women always want to look and feel beautiful that's why they are
constantly seeking ways on how to maintain their skin. As we all know, having a perfect
skin has always been equated to beauty. Blame it on the media and the standards that they
have imposed on beauty. Using moisturizers, slathering anti aging and whitening creams,
undergoing cosmetic procedures and getting skin injectables are among the popular ways
that women do to beautify their skin. Using skin care devices is also another way ...
 ARTICLE 14

Article: 'Fairness creams' target both genders, well, fairly.(Global Idea

Network)(Brief article)

Eyline: Mythili Chandrasekar

"fairness creams'' are a large product category for women in India. Over the years, the
promise of these creams has moved from "you can find a husband'' to "you can get a job.''
Progressive ads show women as having the upper hand in choosing partners, and the jobs
the protagonists in the ads get have changed from air hostess (traditionally a "modern''
profession) to cricket commentator.

ARTICLE 15

ALL IS FAIR IN THIS MARKET (Hindustan Lever Ltd's Fair and Lovely is the
market leader with a 53 percent share).
Asia Africa Intelligence Wire
| September 05, 2002 |

(From India Business Insight)

The Rs700-crore skin fairness products market is estimated to be growing at 10-15
percent per annum. Hindustan Lever Ltd's Fair and Lovely is the market leader with a 53
percent share. CavinKare's brand Fairever with about 12 percent market share stands
second and Godrej's FairGlow third with 3.5 percent market share. Himalaya Drug Co
recently forayed into this segment and expects to garner a 2 percent market share. The
other players in the field are Emami with its Gold Turmeric and Naturally Fair and
Revlon with its
 CHAPTER 2

RESEARCH DESIGN
Research can be defined to be search for knowledge or any systematic investigation to establish
facts. The primary purpose for applied research (as opposed to basic research) is discovering,
interpreting, and the development of methods and systems for the advancement of human
knowledge on a wide variety of scientific matters of our world and the universe.

Research design can be thought of as the structure of research -- it is the "glue" that holds all of
the elements in a research project together. We often describe a design using a concise notation
that enables us to summarize a complex design structure efficiently.

The research process consists of the following steps :

PROBLEM RECOGNITION AND DEFINITION

CREATING THE RESEARCH DESIGN
SAMPLING
DATA COLLECTION
DATA ANALYSIS
VALIDITY AND RELIABLILITY
SUMMARY
TITLE OF THE PROJECT REPORT
A study on the consumer buying behaviour regarding different mens fairness
creams in Bangalore.

STATEMENT OF THE PROBLEM

The study is done to determine the reason as to which

1) Some consumers are hesitant to buy fairness cream from the shelves

2) Younger consumers are ready to buy

3) Consumers choose a particular brand

RESEARCH HYPOTHESIS

The study is done to determine the reason as to which

1) There is an association between age and buying behaviour

2) There is an association between experience and buying behaviour
3) There is association between awareness and buying behaviour
SCOPE OF THE PROJECT

The study intends to cover the promotional activities done by the various fairness cream brands
to motivate buying behaviour of their consumers.

It will help understand the reason for the variation in the buying behaviour in the consumers

It will help understand the reason as to why young consumers prefer the product

It will help us understand about the leading brand in this area

OBJECTIVES OF THE STUDY

1. To examine the different strategies used by the cosmetic companies.

2. To study the recent trends.
3. To evaluate the performance of the consumers to buy the product
4. To understand the basic psychology principles used.
5. To understand their impact or effect of the product on the consumers.

SAMPLING TECHNIQUES

Random sampling

Simple random sample: - a subset of individuals (a sample) chosen from a larger set (a
population). Each individual is chosen randomly and entirely by chance

An unbiased random selection of individuals is important so that in the long run, the sample
represents the population. However, this does not guarantee that a particular sample is a perfect
representation of the population. Simple random sampling merely allows one to draw externally
valid conclusions about the entire population based on the sample.
 The sample size here is 50

Sampling is that part of statistical practice concerned with the selection of individual
observations intended to yield some knowledge about a population of concern, especially for the
purposes of statistical inference.

Researchers rarely survey the entire population for two reasons: (1) The cost is too high and (2)
The population is dynamic, i.e., the component of population could change over time. There are
three main advantages of sampling: (1) The cost is lower, (2) Data collection is faster, and (3) It
is possible to ensure homogeneity and to improve the accuracy and quality of the data because
the data set is smaller.

Each observation measures one or more properties (weight, location, etc.) of an observable entity
enumerated to distinguish objects or individuals. Survey weights often need to be applied to the
data to adjust for the sample design. Results from probability theory and statistical theory are
employed to guide practice. In business, sampling is widely used for gathering information about
a population.

Process

The sampling process comprises several stages:

Defining the population of concern

Specifying a sampling frame, a set of items or events possible to measure
Specifying a sampling method for selecting items or events from the frame
Determining the sample size
Implementing the sampling plan
Sampling and data collecting
Reviewing the sampling process
 Simple random sampling

In a simple random sample ('SRS') of a given size, all such subsets of the frame are given an
equal probability. Each element of the frame thus has an equal probability of selection: the frame
is not subdivided or partitioned. Furthermore, any given pair of elements has the same chance of
selection as any other such pair (and similarly for triples, and so on). This minimises bias and
simplifies analysis of results. In particular, the variance between individual results within the
sample is a good indicator of variance in the overall population, which makes it relatively easy to
estimate the accuracy of results.

However, SRS can be vulnerable to sampling error because the randomness of the selection may
result in a sample that doesn't reflect the makeup of the population. For instance, a simple
random sample of ten people from a given country will on average produce five men and five
women, but any given trial is likely to over represent one sex and under represent the other.
Systematic and stratified techniques, discussed below, attempt to overcome this problem by
using information about the population to choose a more representative sample.

SRS may also be cumbersome and tedious when sampling from an unusually large target
population.

SAMPLE SIZE

People from the age of 16- 50

Type of research

Applied research
It is use of basic research or past theories, knowledge and methods for solving an existing
problem. It deals with practical problems. It is opposed to pure research which is not problem-
oriented but for the increase in knowledge which may or may not be used in future.
DATA COLLECTION

a. Primary Data: Primary data has been collected using questionnaire and interviews.

b. Secondary data: Secondary data has been obtained from the internet.

In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your research
and, until you publish, no one else has access to it.

There are many methods of collecting primary data and the main methods that have been used in
this research include:

questionnaires

interviews

Secondary data is data collected by someone other than the user. Common sources of secondary
data for social science include censuses, surveys, organizational records and data collected
through qualitative methodologies or qualitative research. Primary data, by contrast, are collected
by the investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality databases than
would be unfeasible for any individual researcher to collect on their own. In addition to that,
analysts of social and economic change consider secondary data essential, since it is impossible
to conduct a new survey that can adequately capture past change and/or developments.
DATA ANALYSIS

Interpretation of data and its analysis using statistical methods and graphs.

LIMITATIONS OF THE STUDY

Not much information was revealed by the companies, as the executive personnel wanted to
keep certain information secret.
The time to complete the project is too little.
The area covered under the study is vast.

FINDINGS

The conclusion or answers done on this topic can only be determined after the
actual study is done and interpretation of the data collected is completed

Suggestion

I felt that the following suggestions would be considered before buying a fairness
cream

1) If the promises made by the product are true

2) More promotional activities must be conducted
CONCLUSION

The research project will help us understand the human psychology and their reason to choose
one product or a brand from the other. It also helps us understand how the different marketing
strategies help the consumer choose the best product

RESPONDENTS PROFILE

Fifty respondents were asked to fill up questionnaires. The Respondent population was as
follows:

Youth ( between 16 and 30) 30

Older population (between 31-50) - 20

The Respondents were limited to Bangalore.

 CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION
The process of the collection, organization, and interpretation of numerical data, especially the
analysis of population characteristics by inference from sampling is known as Data Analysis and
Interpretation.

Scientific data collection involves more care than you might use in a casual glance at the
thermometer to see what you should wear. Because scientists build on their own work and the
work of others, it is important that they are systematic and consistent in their data collection
methods and make detailed records so that others can see and use the data they collect.

But collecting data is only one step in a scientific investigation, and scientific knowledge is much
more than a simple compilation of data points. The world is full of observations that can be
made, but not every observation constitutes a useful piece of data. For example, your
meteorologist could record the outside air temperature every second of the day, but would that
make the forecast any more accurate than recording it once an hour? Probably not. All scientists
make choices about which data are most relevant to their research and what to do with that data:
how to turn a collection of measurements into a useful dataset through processing and analysis,
and how to interpret those analyzed data in the context of what they already know. The
thoughtful and systematic collection, analysis, and interpretation of data allow it to be developed
into evidence that supports scientific ideas, arguments, and hypotheses.

Following is the graphical representation and interpretation of the survey

conducted with the help of a Questionnaire.
 RESULTS OF THE SURVEY

Frequency
18 17 Frequency
16 15 15
14
12
10
8
6
4 3
2
0
16-20 20-30 30-40 40-50

Age
16-20 15
20-30 15
30-40 3
40-50 17
Total 50

Interpretation

From the survey conducted I have tried to target all age groups and make this project as
informative as possible so as to know the behavior of consumers towards fairness creams from
all age groups. Every age group has a different opinion and this opinion is what I am trying to
unify in this project.
 Occupation

student
business
14 others
29

occupation frequency
student 29
business 14
others 7
16
14
14
12
10 10
10
8 yes
6 5 5 no
4 3
2
2 1
0
16-20 20-30 30-40 40-50

Age yes no
16-20 5 10
20-30 5 10
30-40 2 1
40-50 3 14
 Fairness cream brands
1 2 2
7 Emami Fair & Handsome
1 14
Garnier
Nivea
Fairone
23
Fairever
Menz Active- Fair & Lovely
others

Fairness cream brands

Emami Fair & Handsome 2
Garnier 14
Nivea 23
Fairone 1
Fairever 1
Menz Active- Fair & Lovely 7
others 2
Total 50
 Frequency of use
30 27

25

20
15
15

10
5
5 2

0
weekly Fornightly Monthly On Impulse

Frequency of use NO
weekly 5
Fornightly 2
Monthly 15
On Impulse 27
 Factors Affecting Purchase

8
Advertisements
21
Suggestions from friends
Attractive Displays
Brand Ambassador

17

Factors affecting Purchase No

Advertisements 21
Suggestions from friends 17
Attractive Displays 8
Brand Ambassador 3
 Prefernce of Brand

3
3
Quality
7
Reliabilty
Price
Content
36

Preference of brand No
Quality 36
Reliabilty 7
Price 3
Content 3
 Acquisition of Product
45
39
40
35
30
25
20
15
10 6
4
5
0
Buy it yourself Borrow from your friend Sample

Acquisition of Product No
Buy it yourself 39
Borrow from your friend 4
Sample 6
 Purpose

2
6
14
Lighten your complexion
Sunguard
After shave
Impulse

27

Purpose No
Lighten your complexion 14
Sunguard 27
After shave 6
Impulse 2
 Attribute of the product
25 23

20

15 13

10
7
6
5
0
0
Fairness Smell Sunguard Package Other influence
property

Attribute of the product No

Fairness property 13
Smell 6
Sunguard 23
Package 7
Other influence 0
 Rating

1
2 1
5
2
3

3 4
5

Rating Rating
1 7
2 11
3 16
4 9
5 6
 Product Preference

Experience 5

Package 2

Quality 32

Price 10

0 5 10 15 20 25 30 35

Product Preference No
Price 10
Quality 32
Package 2
Experience 5
 Brand Loyalty
Lower Prices

6 2
2 More incentives

8 Bigger Celebrity Brand

31 Ambassador
Better content

Brand Loyal

Brand Loyalty No
Lower Prices 6
More incentives 2
Bigger Celebrity Brand
Ambassador 2
Better content 8
Brand Loyal 31