PRESENTATION

ON CONSUMER BEHAVIOR

TOWARDS FAIRNESS CREAM

Presented by:

Heema Kumari

IMBA, 6th semester

Reg. no: CUJ/I/2012/MBA/11

ABOUT FAIRNESS CREAM INDUSTRY

•The market size for fairness cream in India was estimated to be Rs 3000

crore.

•The market growth rate ranges between 15-20% on a year to year basis.

•The leading players in the market includes HUL 'Fair & Lovely' , Cavin’s

Kare‘Fairever' ,Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco

and Himalaya.

•Fairness cream market is a sub‐segment of the skincare industry.

•The market is categorized into women’s and men’s fairness cream market.

CONSUMER BUYING HABITS

•Variety seeking buying behavior.

•Low consumer involvement but significant perceived

brand differences.

•Consumer are affected by advertisements, coloring and

packaging, brand image and celebrities.

RESEARCH OBJECTIVE

1. To study the current Indian market for fairness

creams.

2. To assess whether advertising is influencing the

buying behavior of the consumers.

3. To study the impact of the brands of fairness

creams on the consumers buying behavior

RESEARCH METHODOLOGY

Data Collection: Primary Data And Secondary Data

Research design: Descriptive research

Research instrument: Structured questionnaire

Sample method: Non Probability Sampling

Sample size: 50

Sample area: Central University of Jharkhand

Sampling unit: people from CUJ campus

DATA ANALYSIS

32%

68%

Classification on the

basis of gender

Male

Female54%38%

8%

Classification on the

basis of age

Less than

25

25-45

More

than 45

10%5%

50%

15%20%

0%

10%

20%

30%

40%

50%

60%

Source of awareness for

fairness creams

Source of

awareness

for fairness

creams

70%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

Celebrity acting in the

advertisement affects your

buying decision

Does

celebrity

acting in the

advertisement

affects your

buying

decision

20%

80%

Consumer intention towards

replacing their existing brand

of fairness cream

To replace

Not to replace

40%

15%10%

30%

5%

Brand mostly preferred for buying

fair & lovely

vicco

fairever

fair & handsome

others

FINDINGS

•Most of the consumers buy fairness cream in order to get ‘fairness’.

•Television plays an important role in creating awareness towards various

brands of fairness cream.

•Celebrities acting in the advertisement affect our buying decision..

•There is a lot of ‘brand loyalty’ towards existing brand of fairness cream by the

users

•Among all the people who use fairness creams are youngsters. Frequency of

application changes with age. younger women are inclined towards branded

products.

• Mostly who use fairness cream are females.

SUGGESTIONS

As the market has been dominated by few players a new

entrant or an existing player interested in improving the

market share has to focus on ‘fairness’ as HLL’s USP-

fairness in six weeks has worked better for it. The

companies have to give importance for TVCs as most of

the consumers were remembering the ad of fair & lovely

television and the recent fairever celebrity advertisement..

Awareness can easily be created with these kind of

celebrity add appeals.

THANK YOU