A study on the consumer buying behavior 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 reluctant to buy fairness cream from the shelves 2) younger consumer are ready to buy 3) consumers choose a particular brand

Executive Summary:
Everyone wants to be beautiful. The global world we are living in sets stereotypes that become models. Models that are over represented all around us: in the magazines, on the television, in the fashion shows, in the commercials, in the streets and even at work or at school. It is a fact, everybody wants to look like the magazines figures, men as well as women: a perfect skin and a perfect body for a perfect life. This growing concern is a gold mine for the cosmetic brands. But how to define cosmetics? Cosmetics are substances used to enhance the beauty of the human body. It implies psychologically that you are compensating for something you do not have. 1. Cosmetics include products such as shampoos and soaps as well as make-up, fairness creams hair cares and perfumes. 2. The women market is running since a large number of years whereas the business of selling cosmetic for men is booming since a couple of year. The male body, before eclipsed by its female counterpart, is more and more shown off in the media, advertisement or the cinema. Nowadays, men are more conscious of their body and the need to conform to the injunctions of

youthfulness, healthiness, and thinness which make them go from sanitarians to body aesthetics 3. The development of fashion magazines for men reinforces this new concern of the men for their appearance. The explosion of the male press in general goes hand in hand with the one of consumption of beauty products for men. Thus, the men conform more and more to certain patterns of beauty and are more sensitive to the cosmetics, like products enable them to improve their appearance, to put it in scene, to dramatise it. 4. However, although men use more and more cosmetics, it is estimated that their products are still bought at 80% by their wife..

Review of literature:-

Other research of Male Cosmetics. Various Articles & Journals. Websites of Cosmetic Industry.

Objectives :
The project is based on the study consumer preference(men) towards Fairness Cream. Objectives of the study are : To Study the Most preferred brand among fairness cream for men. To analyse the relationship between a specific brand and its buying behaviour.. To study factors affecting consumer buying behaviour like Packaging, Advertisement, Quantity, Quality. To know about the customer satisfaction level associated with the product and the customer preference level. To offer measures to the company to improve their sale.

Hypothesis:
H1 Age does affect the need for fairness cream H0 Age does not affect the need for fairness cream. H0Income do not affect the need of the fairness cream H1income does affect the need of the fairness cream

Research Methodology
Research design:
Descriptive research is used to obtain information concerning the current status of the phenomena to describe what exists with respect to variable or conditions in a situation.

Research plan: Data sources:

1) Primary data has been used to find out the present sales promotion condition. 2) Secondary Data has been used to a very minimal extent to get figures about Cosmetic Industry.

Data Collection Method:

Method to be used to collect primary data: Survey method was used for primary data collection. Questionnaire (Both open ended and close ended question have been used) Secondary Method: 1) Internet 2) Articles 3) Reference book

Sampling Details:
4) Target population: The population for this research study consists of the people of Bangalore 1) Sample size:Early Youth, Ages 13-21 Key Decisions: Education and career

Middle Youth, Ages 22-28 Key Decisions : Career and relationships Late Youth, Ages 29- as long as you like Key decisions: Children, career advancement.

Sampling Method:
2) The sample is selected by using Random-sampling method.

Limitation of the Study:

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of selfadministered questionnaires.

Bibliography
search engines
.

Marketing white book, 2006-07 Books: - Research Methodology written by C.R Kothari . Appendix

Questionnaire.