1

1. Fairness
Cream
Indian fairness
creams market is
estimated at Rs.
800 crores. The
saying
that'supply
creates its own
demand' is
proved to be true
in this context.
Fairness product
isdifferent from
other consumer
durables and
FMCG
products.The use
of the product is
guided by
psychological
drives, because
meaning
of beauty is
completely
personal in nature
and it varies from
person to person.
'Beauty liesin
eyes of beholder'.
At present we
have so many
domestic and
multinational
brands inthis
category.
Why Fairness
Cream?
The fascination
with fair skin may
be rooted in a
number of things.
One, dark skinis
associated with
labour and field
work in the sun,
and fair skin with
wealth,
aristocracyand
higher education.
A second theory
is that light-
skinned
conquerors from
the Aryansto
the Moghuls
and European
colonisers set
the standard
for attractiveness
in the
poorer colonies
with their dark-
skinned majority.
Whatever the
roots, in modern
times, the fairness
fixation has been
reinforced
and perpetuated
by the media.
Now a day every
face on the
billboard and
silver screen,
exceptsome of the
rare "dusky"
beauties
and villains and
vamps, appears to
be light-
skinned.We are
living in a culture
where the
Marriage
Classified ad's in
newspapers
stillsay, "Looking
for a slim fair-
skinned girl..."
And where
mother always
stop her
daughter to play
under sun.2

This aryuvedic
cream contains
no harmful
ingredients or
bleach. These are
thesome of main
ingredients and
their benefits:
Nilotpala &
Patanga:
Soothe & relax
skin celles, give
a serene look
Chandana &
Ushira:
Reduce skin
irritation, give
long lasting
cooling sensation
Manjistha &
Kumkuma:
Work from within
your skin, reduce
freckles &
discoloration
Laksha &
Kumkuma(Kala
m):
Improve skin
texture, highlight
complexion
naturally
Padmakesara &
Padmaka:
Work like an
astringent, give
even toned skin
Yashtimadhu &
Kumkuma(Kala
m):
Make skin glow,
give visible
radiance
Ajakshira &
Ksheera:
Condition skin,
give a soft
moisturized feel
Laksha(Kalam)
&
Nyagrodhapada:
Smoothen skin,
give clear
flawless skin
Lodhra:
Lightens skin
colour, reduces
skin
irritationThere are
some competitors
prevailing in
the market.P
l a y e
r B r a
n d
H L L F
a i r
& L o
v e l y Fa
ir & Lovely Menz
ActiveE m a
m i N a
t u r a l l
y F a i r
Fair &
HandsomeL a k
m e L a k m e
S u n -
S c r e e n L
o t i o n Lakme
Sun-Screen
Cream
Shanaz’s
Fair
OneG o d
r e j F
a i r
G l o w
P o n d s P
o n d ' s F
a i r n e s s
C r e a m Pon
ds Cold Cream
3
C a v i n
K a r e F
a i r e v e
r
There are number
of fairness
creams and other
skin whitening
products in
themarket such as
peel-offs, serums,
lotions etc. All
the fairness
creams have
similar
basicingredients
but the several
additions make
them more
suitable to some
particular
skintype and may
irritate other skin
type. Find your
skin type (perhaps
with the help of
your dermatologis
t) and then only
select the best
product for you.If
the discoloration
is superficial such
as in case of
exposure to sun-
rays and dust,any
good branded
fairness cream
can help but for
depper
pigmentations,
you my needlaser
treatments. If you
check the
chemical
configuration of
the cosmetics you
buy,
seethat hydroqui
none (HQ) is one
 of the most wide
ly prescribed sin
whitening agent,f
ollowed by kojic
and azelaic
acid.However,
sometimes and in
some peole it may
have side-effects,
so do a
patchtest before
you apply the
fairness cream
you chose on the
face. Fairness
products with
acidsremove old
skin to reveal
newer and lighter
skin underneath
while those with
mulberryextract,
licorice extract,
kojic acid, arbutin
and hydroquinone
inhibit mealanin
or absorbsun rays
and are good for
blemishes.4

2.
Theoretical
Aspect
Customer
Satisfaction
You need
information
about your
customers:
•

Who are they?

What's important
to them?
•

How satisfied are

they with your
products and
services?
•

What keeps them

coming back? Or,
why are they
leaving?
•

What are their

needs and
expectations of
your products and
services?
•

Are those needs

and expectations
being met?
Research
methodology
:
As to know about
research
methodology lets
discuss what is
meant by
research.Definitio
n of research is as
follow,
Research:
“Research is the
systematic design,
collection,
analysis and
reporting of data
andfindings
relevant to a
specific
marketing
situation facing
the
company.”Resear
ch is often used
by marketing
managers to
solve a problem
on to find acourse
an action related
to a particular
situation faced by
a
company.Marketi
ng research could
be used for
market survey,
product
preference
test,sales forecast
or for finding
advertising
effectiveness.A
company can
obtain marketing
research in a
number of ways.
Most
largecompanies
have their own
marketing
research
departmentsThe
methodology,
which is also
known as the
systematic
procedure, which
isfollowed for this
marketing
research project is
as under 5

1)
Formulating
the research
objective
and problem
The first step in
research is
formulating a
research problem
or objective. It
isrightly said,” A
problem well
defined is half
solved.” Poorly
defined problems
causeconfusion
and do not allow
the researcher to
develop a good
research
design.Our
research
objective was to
carry out a client
satisfaction to the
“FairnessCream”
•

Primary
Objective
To study the
customer
satisfaction level
of the “Fairness
Cream “

To study the steps

influencing the
satisfaction level
of “Fairness
Cream”
•

Secondary
Objective

To study the
clients
satisfaction level
of the Fairness
Cream by the
personwho is
using the Fairness
Cream.

To study the clie

nts satisfaction l
evel by offering
services by the al
lFairness Cream.
•

Units of Analysis
The individuals or
objects whose
characteristics are
to be measured
are called theunits
of analysis. Our
project report the
client’s requisite
that they were
aware of
FairnessCream
was the product
of analysis.
•

Characteristic of
Interest
This aspect
identifies the
focus of the
problem. It is
necessary that the
problemdefinition
specify one or
more
characteristic to
be measured and
the fact that
the nature
of relationship
amongst them is
to be
determined.Certai
n characteristic,
which the resear
cher looks forwa
rd in the respond
ent,forms the
characteristic of
interest. The
characteristic of
interest in this
case where
theclients who
were aware of
Fairness Cream
endorsing
products.
2) Choice of
research
design
6
A research design
specifics the
method and
procedures for
conducting a
particular study.
The research
design that was
selected by me
for our project
was
descriptiveresear
ch design. The
objective of a
descriptive
studying is to
learn who, when,
where andHow of
a topic“Who”-
who is to be
surveyed. The
answer of this
question is
the customers
whoare using
Fairness
Cream.“What”-
what is the
objective of the
survey. The
answer of this
question is to
findout degree of
satisfaction level
of the customers
who are using the
Fairness
Cream.“When”-
during 2 weeks
of marketing
research project
undergone for
the partialfulfillm
ent of TY
B.B.A.So was the
case with our
study. We wanted
to know the
various degrees of
influences
of satisfaction
level of the clients
of Fairness Cream
who are using it at
large.
3)
Determining
the sources of
data
The next step
was to determine
the sources of
data to be used.
The
marketingresearc
her has to decide
whether he has to
collect primary
data or secondary
data.
Our research was
based on both
secondary and
primary data.The
purpose of our
using the
secondary data
was to help us in
collecting
the primary
information i.e.
to design the
questionnaire,
Who are using
Fairness cream
atlarge & etc. The
following are the
various sources of
data used by me.
Primary Sources

Questionnaire
Design
Secondary
Sources

Catalogs

Magazine

Internet Web
Sites
4) Designing
data collection
forms
7
Once the decision
in favour of
collecting
primary data was
taken the more
of collecting the
data was decided.
The two methods
available are
observation and
surveymethod.W
e had decided to
go for survey
method. Survey
method is
commonly used
tocollect primary
data from the
respondent. We
had done personal
survey with the
help of the
questionnaire by
going satisfaction
level of
the of people
who are using
FairnessCream.
5) Determining
sampling
design and
sampling size
Sample Design
When the
marketing
research has to
carry out a filed
survey, He has to
decidewhether it
is to be a census
or sample survey.
We had decided
to go for a sample
surveyas the
population survey
was out of reach
and not
feasible.When a
decision in favor
of a sample
survey has been
taken, it is
necessary tohave
clear definition of
the population
from which the
sample is to be
drawn; in
samplingWe
surveyed people
who are using
Fairness
Cream.In our
project report, W
e used probabilit
y sampling, wher
e all
the users of Fairn
ess Cream have
equal chance to
be selected in
sample.
Sample Size
The sample size
taken by us to
study the
objective was 120
clients to the
FairnessCream.
In order to divide
the clients we
used the simple
random method.
For this
wedivided some
Parlor, college
girls, newly
married women
etc.
6) Organizing
& Conducting
field Survey
Having prepared
the questionnaire
and selected the
sample design and
size of thesample,
the next step was
to organize and
conduct the filed
survey.

Interviewing
The task of
interviewing
though seems
very simple but
it is very
difficult
toconduct. This is
because
respondents are
generally hesitant
in giving
information
unless8
approach with
tact, initiative & i
ntelligence. We i
nterviewed 120
clients personally
and by going at
their home or
Parlor or fix
place.

Supervision
Supervision of fi
eldwork is equal
ly important to e
nsure timely & p
roper completion
of the filed
survey.
Supervision was
also very
carefully do. We
supervisedeach &
every
questionnaire
after the clients
filled it. We will
duly check to see
whether the
clients did not
miss any
questionnaire
in between.
(7) Processing
and analyzing
the collected
data
Analysis of the
data was very
carefully done.
Moreover, it took
many days
toanalysis the
data collected. A
number of tables
are prepared to
bring out the
maincharacteristi
c of the data.In
order to present
the analyzed
data in a proper
manner following
tools were used.

Tables

Graphs

Charts
(8) Report
writing
This is the last
stage of the
preparation of
project report.
Once the data
have been
tabulated
interpreted &
analyzed, it was
require to prepare
report embodying
thefindings of the
research study &
his
recommendation.
The sole
objective of the
reportwriting will
to present the
findings to the
concerned
authorities.9
3. Analysis
of Fairness
Cream
1)Do you prefer
any Fairness
Cream?
Particulars
FrequencyP
ercentage
Y E S
7 5 6
2 . 5
% N
O 4 5
3 7 .
5 % T
O T A
L 1 2 0
1 0 0
%
Fairness Cream
Users0.00%10.00
%20.00%30.00%40
.00%50.00%60.00
%70.00%Y
E S
N O P
ercentage
Interpretation
As we analyzed,
there are 18.33%
(22) are male
who are using
the
fairnesscream,44.
16%(53) female
are there who are
using the
Fairness Cream,
2.83%(20)
maleare not using
fairness Cream &
37.5%(25) female
are not using
Fairness Cream to
makethemselves
beautiful.10
2) What kind of
tools are you
using to make
yourself
beautiful?
Particulars
Frequency
Percentage
G o e s t o
t h e P a
r l o r 1 3 1
0 . 8 3 % H
ome made
Experim
ent1714.
1 7 % Takin
g tips fro
m Speciali
st2117.5%
U s i n g
b e a u t y
k i t 5 4
. 1 7 % U s
i n g F a i r
n e s s C r e
a m 3 2 2 6 .
6 7 % T o
t a l
8 8 7
3 . 3
3 %
Tools are
used to
become
beautiful
Goes to the
Parlor Home made
ExperimentTaking
tips
fromSpecialistUsin
g beauty kitUsing
Fairness Cream
Interpretation
If you can see
than we analyzed
that mostly
people used to
have fairness
creamrather than
using beauty kit.
Some suggested
not to use the
Fairness Cream if
possiblethan
advised to use
home made
products. The 75
people who are
using the
FairnessCream
they also going to
parlor or they
firstly takes
advise from
specialist to use it.
3) Which one the
Fairness Cream
are you using?
11
ParticularsF
requency Pe
rcentageF a
i r & L o
v e l y 2 3 1
9 . 1 7 %
F a i
r o
n e 6
5 % F a
i r & H a
n d s o m e
8 6 . 6 7 %
V i c c
o 1 1 9
. 1 7 %
A
x
e
6
5
% G a
r n i e r L
i g h t 1 1 9
. 1 7 % O
t h e
r s 1
8 1 5
% T o t
a l 8 3
6 9 . 1
7 %
Creams Used
by Consumers
Fair & LovelyFair
oneFair &
HandsomeViccoAx
eGarnier
LightOthers
Interpretation
The mostly
people are using
Fair & lovely
because of its
reasonable price
and providing in
small traveling
packet which can
be preferable by
poor & having
lowincome level
people. The Fair
& handsome and
Axe are used bye
male customer.
Garnier Light is
seen in high
profiled or having
high income
people or we can
say in rich
people.Vicco is
preferred by the
people who are
interested in
aryuvedik Cream.
Some also
useHimaliya,
Olay, Lakme &
etc.
4
)
Fore which
purpose are using
the Fairness
Cream?
Particulars
FrequencyP
ercentage
F a i r n
e s s 3 1
2 5 . 8
3 % M o i
s t u r i z
i n g 1 9 1
5 . 8 3 % 12
To hide Pimples
&Dark
Circles1 7 1
4 . 1 7 %
O t h
e r s 1
0 8 . 3
3 % T
o t a l
7 7 6
4 . 1 7
%
Purpose of
using Fainess
Cream
FairnessMoisturizi
ngTo hide Pimples
&
DarkCirclesOthers
Interpretation
Fairness Cream is
used for Fairness
only, but
sometimes also
used to hide the
ageor we can say
to hide wrinkles,
Dark Circles &
Pimples.
Fairness Cream
works
asmoisturizing.
The people who
are not using
Fairness Cream
given the one of
the reasonthat it
cause the pimples
and other
problems
regarding skin.
5) Which
Characteristics
do prefer in the
Fairness Cream?
Particulars
FrequencyP
ercentage
V i t a m
i n A 8
6 . 6 7 %
V i t a m
i n E 1
5 1 2 . 5
% S u n P r
o t e c t i o n
2 9 2 4 . 1 7
% P a r t o
f B l e a c
h 1 0 8 . 3 3
% Cleansi
ng the Sk
in3125.83
% 13
O t h
e r s
3 2 .
5 % T
o t a l
9 3 7 7
. 5 %
Demanded Ch
arecteristics
Vitamin AVitamin
ESun
ProtectionPart of
BleachCleansing
the SkinOthers
Interpretation
If you analysis
our project
questionnaire than
easily find out the
some point of
theFairness
Cream that all
wants more than
one
characteristics in
a Cream Rather
than preferring
vitamins they just
required that the
cream should
Clean the Skin
and give
sun protection.
6) From where do
you get the
information &
Knowledge
regarding the
FairnessCream?
Particulars
FrequencyP
ercentage
P a r l
o r 2 2
1 8 . 3
3 % T
. V .
3 1 2
5 . 8
3 % F
r i e n
d s 2 0
1 6 . 6
7 % New
s papers &
Magazine
s2117.5%
R e l a t
i v e s 1
6 1 3 . 3
3 % I n
t e r n
e t 7 5
. 8 3 %
M e d i c
a l S t o
r e s 5 4 .
1 7 % O
t h e
r s 3
2 . 5
% T o
t a l 1
2 5 1 0
4 . 6 7
% 14
Getting
Inforation &
Knoledge
Parlor T.V.FriendsNew
s papers
&MagazinesRelativesI
nternetMedical
StoresOthers
Interpretation
If you analysis
our project
questionnaire than
easily find out
that the person
whois using a
Fairness Cream is
get information
from various field
and after
analyzing
he/shewill buy the
product. Mostly
people see the TV
and attracts
towards the
Fairness Cream.It
also may be the
fake
advertisement to
increase the
company’s sales
and profit. It
isadvisable to buy
the product after
suggestion of
specialist or
parlor and
doctors.
7) Which thing do
prefer before
buying the
Fairness Cream?
Particulars
FrequencyP
ercentage
C o s
t 1 3
1 0 .
8 3 %
Q u a n
t i t y
5 4 . 1
7 % I t
s R e s
u l t 3 7
3 0 . 8 3
% Q u a
l i t y 2
5 2 0 .
8 3 % B r
a n d A m
b a s s a d o
r 9 7 . 5 %
P a c k
a g i n
g 1 0 .
8 3 % B
r a n d I
m a g e 2
2 1 8 . 3 3
% O t
h e r
s 5 4
. 1 7
% T o
t a l 1
1 7 9 7
. 5 % 15
Prefered befor
buying
Fairness
Cream
CostQuantityIts
ResultQualityBran
d
Ambassador Pack
agingBrand
ImageOthers
Interpretation
The people who
are coming from
poor family are
prefer cost as
well as
quantitygiven
before buying
any Fairness
Cream. Mostly
educated people
prefer it result &
Brandimage and
also prefer
the quality of
product.
8) Which type of
Fairness Cream
do you prefer?
ParticularsF
requencyPer
centageA r
y u v e d
i k 2 7 2
2 . 5 % G
e n e r a
l 1 9 1 5
. 8 3 % R
e l a t e d t
o S k i n 3
2 2 6 . 6 7 %
Related to
Weather conditio
n1 2 1
0 % O
t h
e r
s -
-
T o t
a l 9
0 7 5
% 16
Type of
Fairness
Cream
prefered
AryuvedikGeneralR
elated to
SkinRelated
to Weather conditi
on
Interpretation
If you analysis
our project
questionnaire
than easily find
out that the
people aremostly
using ayurvedik
Cream because it
do not causes any
problem
regarding skin.
Theeducated
people prefer the
Fairness Cream
related to their
skin. Those who
are not awareof
the Fairness
Cream as well as
their skin
type they use
general Fairness
Cream.
9) Are you
satisfied with the
Fairness Cream
which you are
using?
ParticularsF
requencyPer
centageY
e s 6 5
5 4 . 1
7 %
N o 1
0 8 .
3 3 %
T o t a
l 7 5 6
2 . 5 % 1
7
Satisfation by using
Fairness Cream
YesNo

Interpretation
Those who are
using Fairness
Cream are
highly satisfied
with their product
andservices given
by the product.
If you do not
preferring any
Fairness
Cream than
answer the
followingQuest
ion:
10) Why do you
not preferring
any Fairness
Cream?
Particulars
FrequencyP
ercentage
Not satisf
ied with
product54
.17%Cost
Prevailing
in the ma
rket21.67
% N o t
R e q u i r
e d 2 5 2
0 . 8 3 %
F e a r o f
S k i n
D i e s e s
1 2 1 0 %
O t h
e r s
1 0 .
8 3 %
T o t
a l 4
5 3 7
. 5 % 1
8
Reasons for
not using
Fairness
Cream
Not satisfied with
productCost
Prevailing in
themarketNot
RequiredFear of
Skin DiesesOthers
Interpretation
The people who
are not using any
Fairness Cream
have their reasons
and mostlythey do
not required any
Fairness Cream
because they are
already beautiful
and believesin
originality. Some
have fear of skin
problems. Some
have personal
experience with
the product so
they are not
using any kind of
Fairness Cream.
11) Do you have
arrived any
problem by using
Fairness Cream?

Some have
arrived a problem
of having pimples
after using
Fairness Cream.

Some told that by

using Fairness
Cream their Skin
became dark &
rugged.19
4. Recomme
ndation
Some advise to
buy a fairness
Cream after
taking advise
from Specialist or
doctor or parlor.

Some suggested
that the packaging
pf the Fairness
Cream should be
eco-friendly.
It is harmful when
it considers more
portion of bleach.

Some suggested t
hat rather than us
ing any outsider
product
the home madeex
periment is
considerable.

Some have fear

of Skin dieses so
they suggest that
before buying
any
FairnessCream
we should see the
brand Image and
its quality.

Some advised to
use the branded
Fairness Cream.
Some told that,
“Natural skin is
real Beauty”

Some wants faster

result as in
characteristics of
Fairness Cream.
Some wants
Schemes in the
Product.So drink
more water and
eat more fruits
and vegetables
which can reduce
thedemand of
Fairness Cream
and keeps the skin
healthy, fair and
dazzling.20

5.
Conclusion
From the
practical
experience and
analysis Fairness
Cream we can
say that
theFairness
Cream are mostly
used in low
income level. The
educated people
are use to taketips
from Specialist.
Fairness Cream is
popular in
between female
who are mostly
in between 21-30
age group. They
mostly use
Fairness cream to
make themselves
beautiful.Rather t
han using other
costly Fairness
Cream they use
Fair & Lovely w
hich isreasonabl
e & available in t
raveling packet.
Their purpose to
use fairness Crea
m iscommon to
get Fairness.They
desires the
characteristics of
sun protection
and cleansing the
skin.
Their friends be
their preference
for the fairness
Cream. TV is the
most popular
source of getting
knowledge and
information about
Fairness Cream.
Before buying
Fairness
Creamthe
common people
prefer cost and
quantity, but the
educated people
prefer the
quality,its result
and brand
image.The aged
people advised t
o use aryvedik F
airness Cream a
nd home madeex
periment. The
people who are
interested in their
beautiful skin are
bought the
FairnessCream
related to their
Skin and Weather
condition.
54.17% are
satisfied by using
their Fairness
Cream.8.33%
have arrived a
problem
regarding their
skin.21

6.
Bibliography
Market
Research – G. C.
Berry

Gruhshobha
Magazine.22
7.
AnnexureBh
agvan
Mahavir
College
of Business
Administrati
on
FAIRNES
S
CREAM
We are students
of BMEF
conducting a
Survey on
Fairness Cream
. We requestyou
to fill up the
information
given below,
which will kept
personal & will
be used for study
purpose
only.D h a r
a S h a h
D h a n s h
r e e P a t
e l
Personal
Details:
Name:________
_____________
_____________
_____________
_____ Address:
______________
______________
______________
__________ ___
_______________
_____Phone
No.:___________
_________ Gend
er:___________
_____________
_Age:
_____________
__________ Dat
e & Time:
_______________
_______________
_______________
_______ 1.Do yo
u prefer any F
airness Cream
?
□
Yes
□
No
2.What kind of
tools are you
using to make y
ourself beautifu
l?
□
Goes to the
Parlor.
□
Home made
Experiment.
□
Taking tips from
specialist.
□
Using Beauty Kit.
□
Using Fairness
Cream.
3.Which one
the
Fairness Crea
m are you
using?
□
Fair & Lovely
□
Fair One
□
Fair & Handsome
□
Vicco
□
Axe
□
Garnier Light
□
Others:-
_____________
4. For which purp
ose are you using
the Fairness Crea
m?
□
Fairness
□
Moisturizing
□
To hide Pimples
& Dark Circles
□
Others:-
__________ 23
5.Which
characteristics
do you prefer in
the Fairness Cr
eam?
□
Vitamin A
□
Vitamin E
□
Sun Protection
□
Part of bleach
□
Cleansing the skin
□
Others:-
________
6.From where
do you get the
information &
knowledge
regarding the
FairnessCream?
□
Parlor
□
T.V.
□
Friends
□
News paper &
Magazines
□
Relatives
□
Internet
□
Medical stores
□
Others:-
__________
7.Which thing
do you
prefer before
buying the
Fairness
Cream?
□
Cost
□
Quantity
□
Its Result
□
Quality
□
Brand
Ambassador
□
Packaging
□
Brand Image
□
Others:-
__________
8.Which Type
of Fairness
Cream do you
prefer?
□
Aryuvedik
□
General
□
Related to Skin
□
Related to
weather condition
□
Others:-
__________
9.Are
you Satisfied
with
the Fairness Cr
eam which you
are using?
□
Yes
□
No
If you do not
preferring any
Fairness Cream
than answer the
following
questions:-
10.Why do not
preferring any
Fairness Cream?
□
Not Satisfied with
the product
□
Cost prevailing in
the market
□
Not Required
□
Fear of skin
dieses
□
Others:-
__________
11.Do you have
arrive
any problem by
using
Fairness Cream
? _____________
_______________
_______________
_______________
_____ 1 2 . Y o u
r Suggesti
ons:-
______________
_______________
_______________
_______________
____
24