Research Project Report

On

Consumer Buying Behavior Towards Fairness

Creams With Special Reference To Lucknow
Region
By- Niharika
MBA 2nd year
1305270033

The fairness cream products form a part of

the skin & body care segment of the
cosmetic products portfolio.
Skin-care, a crowded market, estimated at
Rs 21 billion, has been growing at a rate
of 16%.
Besides Lakme, Ponds and LOreal, others
significant players in this category include
VLCC, Biotique, Revlon, Amway, Avon
and Maricos Kaya.

Some well known brands

Fairness Creams

Objective Of The Study

To study the impact of the brands of fairness
creams on the consumers buying behavior.
To find the popular brand of fairness cream.
To find the attractive features of fairness
cream.

RESEARCH METHODOLOGY
Type of research study: It is an exploratory
type of research study.
Universe of study: Lucknow region
Sample size: The sample size is 60.

Data Collection
1. Primary Data
Primary data is collected through questionnaires by 60
respondents from Lucknow City.
2. Secondary Data
Relevant information gathered from magazines, newspapers
and project reports that form the secondary data.
Analysis and Interpretation: Percentage analysis is
applied to analyze the primary data obtained.

Data analysis
Which brand or cream are you using currently?

Lakme; 7% Nomarks; 3%
Ponds; 5%
Garnier; 16%

Fair n Lovely; 41%

Loreal; 13%
Olay; 15%

The preferred factor that influence your purchase

decision while buying fairness creams?

Promotional offers; 1%
Word of
Ranges available;
2%mouth; 6%
Quality; 22%
Advertisement; 11%

Brand Image; 24%

Price; 27%

Availability; 7%

Which brand do you prefer to buy?

Nomarks; 5%
Olay; 9%
Ponds; 14%

Fair n Lovely; 36%

LOreal; 12%
Lakme; 13%

Garnier; 11%

What are the reasons for your shifting from past

brand to current brand?

Others; 9%
Availability; 5%

Price; 19%

Stickiness; 18%
Quality; 21%
Do not suits skin; 16%
Fragrance; 12%

What is that you particularly like about current

brand that you are using?

Even tone; 27%

Sun protection factor; 56%

Oil free; 14%
Fragrance; 3%

Is there anything that you dislike about current

brand?

Less availability; 9%
Low SPF; 24%
High price; 18%

Bad smell; 12%

Oiliness; 37%

From where did you buy the products?

Exclusive outlets; 41%

Grocery shops; 55%

Agents; 4%

Do you feel any difference while buying from

exclusive outlet of company?

Yes; 22%

No; 78%

What kind of difference you feel while buying

from company's outlet?

Others; 7%
Knowledge about usage; 24%
Satisfaction; 21%

Offers; 12%
Difference in prices; 36%

Findings
The important factors that influence the purchase decision are
price, brand image and quality.
The most preferred brand is Fair n Lovely.
People are using their preferred cream for more than 6 months
but there are people who change their cream frequently.
Mostly people change their cream because they do not found
their cream up to the mark.
Most of the consumers want a oil free fairness cream with
good sun protection factor.

Conclusions
Fair & Lovely is ranked as the best brand.
Perceptual bias among the consumers: Brands
which are ranked the highest for one factor are
also the highest preferred in terms of other
factors.
The choice of a new brand gives maximum
weightage to quality of new brand and price.
Friends are the most influential factor when it
comes to purchasing a brand of fairness cream.

Limitations
Time constraint: most of the data gathered was through
convenient sampling
Low response rate was observed when the survey was floated.
The limited sample responses collected may not present a fair
representation of the population at large.
As the females with less than 35 years of age were easily
accessible, who are also consumers of the fairness cream, the
population never included male population nor the older female
population. Due to this, the results of this report cannot be
generalized for the entire customer base.
Due to limited number of samples, validation was not possible.

Suggestions
To the company :
They should improve the quality of creams as the creams are thick in
consistency with results in oiliness and thus gives a dull and tired
look.
They should reduce the price of cream so that more number of
females can use their creams.
They should not use any harmful chemical that can cause skin
damage in long term.
There should not be any difference in the prices and quality of the
creams from the general market and exclusive outlets.
It is companys responsibility to provide the proper information about
the usage of cream.

Thank You