Index

NO. PARTICULARSPAGE

NO.1 Introduction of Fairness Cream 22 Theoretical Aspects 53 Analysis of Fairness Cream 104 Recommendation 205 Conclusion 216 Bibliography 227 Annexure 23

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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 is

different 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 lies

in eyes of beholder'. At present we have so many domestic and multinational brands in

this category.

Why Fairness Cream?

The fascination with fair skin may be rooted in a number of things. One, dark skin

is associated with labour and field work in the sun, and fair skin with wealth, aristocracy

and higher education. A second theory is that light-skinned conquerors from the Aryans

to 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, except

some 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 still

say, "Looking for a slim fair-skinned girl..." And where mother always stop her daughter

to play under sun.

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This aryuvedic cream contains no harmful ingredients or bleach. These are the

some 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(Kalam): Improve skin texture, highlight complexion naturally

Padmakesara & Padmaka: Work like an astringent, give even toned skin

Yashtimadhu & Kumkuma(Kalam): 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 irritation

There are some competitors prevailing in the market.

Player Brand

HLL Fair & Lovely

  Fair & Lovely Menz Active

Emami   Naturally Fair

  Fair & Handsome

Lakme Lakme Sun-Screen Lotion

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  Lakme Sun-Screen Cream

Shanaz’s Fair One

Godrej Fair Glow

 Ponds   Pond's Fairness Cream

  Ponds Cold Cream

  Cavin Kare Fairever

There are number of fairness creams and other skin whitening products in the

market such as peel-offs, serums, lotions etc. All the fairness creams have similar basic

ingredients but the several additions make them more suitable to some particular skin

type and may irritate other skin type. Find your skin type (perhaps with the help of your

dermatologist) 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 need

laser treatments. If you check the chemical configuration of the cosmetics you buy, see

that hydroquinone (HQ) is one of the most widely prescribed sin whitening agent,

followed 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 acids

remove old skin to reveal newer and lighter skin underneath while those with mulberry

extract, licorice extract, kojic acid, arbutin and hydroquinone inhibit mealanin or absorb

sun rays and are good for blemishes.

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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.

Definition of research is as follow,

Research:

“Research is the systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing situation facing the company.”

Research is often used by marketing managers to solve a problem on to find a

course an action related to a particular situation faced by a company.

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Marketing 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 large

companies have their own marketing research departments

The methodology, which is also known as the systematic procedure, which is

followed for this marketing research project is as under

1) Formulating the research objective and problem

The first step in research is formulating a research problem or objective. It is

rightly said,” A problem well defined is half solved.” Poorly defined problems cause

confusion and do not allow the researcher to develop a good research design.

Our research objective was to carry out a client satisfaction to the “Fairness

Cream”

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 person who is

using the Fairness Cream.

To study the clients satisfaction level by offering services by the all Fairness

Cream.

Units of Analysis

The individuals or objects whose characteristics are to be measured are called the

units of analysis. Our project report the client’s requisite that they were aware of Fairness

Cream was the product of analysis.

Characteristic of Interest

This aspect identifies the focus of the problem. It is necessary that the problem

definition specify one or more characteristic to be measured and the fact that the nature of

relationship amongst them is to be determined.

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Certain characteristic, which the researcher looks forward in the respondent,

forms the characteristic of interest. The characteristic of interest in this case where the

clients who were aware of Fairness Cream endorsing products.

2) Choice of research design

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 descriptive

research design. The objective of a descriptive studying is to learn who, when, where and

How of a topic

“Who”- who is to be surveyed. The answer of this question is the customers who

are using Fairness Cream.

“What”- what is the objective of the survey. The answer of this question is to find

out degree of satisfaction level of the customers who are using the Fairness Cream.

“When”- during 2 weeks of marketing research project undergone for the partial

fulfillment 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 marketing

researcher 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 at

large & etc. The following are the various sources of data used by me.

Primary Sources

Questionnaire Design

Secondary Sources

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Catalogs

Magazine

Internet Web Sites

4) Designing data collection forms

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 survey

method.

We had decided to go for survey method. Survey method is commonly used to

collect 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 Fairness

Cream.

5) Determining sampling design and sampling size

Sample Design

When the marketing research has to carry out a filed survey, He has to decide

whether it is to be a census or sample survey. We had decided to go for a sample survey

as 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 to

have clear definition of the population from which the sample is to be drawn; in sampling

We surveyed people who are using Fairness Cream.

In our project report, We used probability sampling, where all the users of

Fairness 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 Fairness

Cream. In order to divide the clients we used the simple random method. For this we

divided some Parlor, college girls, newly married women etc.

6) Organizing & Conducting field Survey

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Having prepared the questionnaire and selected the sample design and size of the

sample, 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 to

conduct. This is because respondents are generally hesitant in giving information unless

approach with tact, initiative & intelligence. We interviewed 120 clients personally and

by going at their home or Parlor or fix place.

Supervision

Supervision of fieldwork is equally important to ensure timely & proper

completion of the filed survey. Supervision was also very carefully do. We supervised

each & 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 to

analysis the data collected. A number of tables are prepared to bring out the main

characteristic 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 the

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findings of the research study & his recommendation. The sole objective of the report

writing will to present the findings to the concerned authorities.

3. Analysis of Fairness Cream

1) Do you prefer any Fairness Cream?

Particulars Frequency Percentage

YES 75 62.5%

NO 45 37.5%

TOTAL 120 100%

Fairness Cream Users

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

YES NO

Percentage

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Interpretation

As we analyzed, there are 18.33% (22) are male who are using the fairness

cream,44.16%(53) female are there who are using the Fairness Cream, 2.83%(20) male

are not using fairness Cream & 37.5%(25) female are not using Fairness Cream to make

themselves beautiful.

2) What kind of tools are you using to make yourself beautiful?

Particulars Frequency Percentage

Goes to the Parlor 13 10.83%

Home made Experiment 17 14.17%

Taking tips from Specialist 21 17.5%

Using beauty kit 5 4.17%

Using Fairness Cream 32 26.67%

Total 88 73.33%

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Tools are used to become beautiful

Goes to the Parlor

Home made Experiment

Taking tips fromSpecialist

Using beauty kit

Using Fairness Cream

Interpretation

If you can see than we analyzed that mostly people used to have fairness cream

rather than using beauty kit. Some suggested not to use the Fairness Cream if possible

than advised to use home made products. The 75 people who are using the Fairness

Cream they also going to parlor or they firstly takes advise from specialist to use it.

3) Which one the Fairness Cream are you using?

Particulars Frequency Percentage

Fair & Lovely 23 19.17%

Fair one 6 5%

Fair & Handsome 8 6.67%

Vicco 11 9.17%

Axe 6 5%

Garnier Light 11 9.17%

Others 18 15%

Total 83 69.17%

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Creams Used by Consumers

Fair & Lovely

Fair one

Fair & Handsome

Vicco

Axe

Garnier Light

Others

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 low

income 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 use

Himaliya, Olay, Lakme & etc.

4) Fore which purpose are using the Fairness Cream?

Particulars Frequency Percentage

Fairness 31 25.83%

Moisturizing 19 15.83%

To hide Pimples &

Dark Circles

17 14.17%

Others 10 8.33%

Total 77 64.17%

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Purpose of using Fainess Cream

Fairness

Moisturizing

To hide Pimples & DarkCircles

Others

Interpretation

Fairness Cream is used for Fairness only, but sometimes also used to hide the age

or we can say to hide wrinkles, Dark Circles & Pimples. Fairness Cream works as

moisturizing. The people who are not using Fairness Cream given the one of the reason

that it cause the pimples and other problems regarding skin.

5) Which Characteristics do prefer in the Fairness Cream?

Particulars Frequency Percentage

Vitamin A 8 6.67%

Vitamin E 15 12.5%

Sun Protection 29 24.17%

Part of Bleach 10 8.33%

Cleansing the Skin 31 25.83%

Others 3 2.5%

Total 93 77.5%

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Demanded Charecteristics

Vitamin A

Vitamin E

Sun Protection

Part of Bleach

Cleansing the Skin

Others

Interpretation

If you analysis our project questionnaire than easily find out the some point of the

Fairness 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 Fairness

Cream?

Particulars Frequency Percentage

Parlor 22 18.33%

T.V. 31 25.83%

Friends 20 16.67%

News papers & Magazines 21 17.5%

Relatives 16 13.33%

Internet 7 5.83%

Medical Stores 5 4.17%

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Others 3 2.5%

Total 125 104.67%

Getting Inforation & Knoledge Parlor

T.V.

Friends

News papers &Magazines

Relatives

Internet

Medical Stores

Others

Interpretation

If you analysis our project questionnaire than easily find out that the person who

is using a Fairness Cream is get information from various field and after analyzing he/she

will 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 is

advisable to buy the product after suggestion of specialist or parlor and doctors.

7) Which thing do prefer before buying the Fairness Cream?

Particulars Frequency Percentage

Cost 13 10.83%

Quantity 5 4.17%

Its Result 37 30.83%

Quality 25 20.83%

Brand Ambassador 9 7.5%

Packaging 1 0.83%

Brand Image 22 18.33%

Others 5 4.17%

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Total 117 97.5%

Prefered befor buying Fairness Cream

Cost

Quantity

Its Result

Quality

Brand Ambassador

Packaging

Brand Image

Others

Interpretation

The people who are coming from poor family are prefer cost as well as quantity

given before buying any Fairness Cream. Mostly educated people prefer it result & Brand

image and also prefer the quality of product.

8) Which type of Fairness Cream do you prefer?

Particulars Frequency Percentage

Aryuvedik 27 22.5%

General 19 15.83%

Related to Skin 32 26.67%

Related to Weather

condition

12 10%

Others - -

Total 90 75%

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Type of Fairness Cream prefered

Aryuvedik

General

Related to Skin

Related to Weathercondition

Interpretation

If you analysis our project questionnaire than easily find out that the people are

mostly using ayurvedik Cream because it do not causes any problem regarding skin. The

educated people prefer the Fairness Cream related to their skin. Those who are not aware

of 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?

Particulars Frequency Percentage

Yes 65 54.17%

No 10 8.33%

Total 75 62.5%

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Satisfation by using Fairness Cream

Yes

No

Interpretation

Those who are using Fairness Cream are highly satisfied with their product and

services given by the product.

If you do not preferring any Fairness Cream than answer the following

Question:

10) Why do you not preferring any Fairness Cream?

Particulars Frequency Percentage

Not satisfied with product 5 4.17%

Cost Prevailing in the market 2 1.67%

Not Required 25 20.83%

Fear of Skin Dieses 12 10%

Others 1 0.83%

Total 45 37.5%

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Reasons for not using Fairness Cream

Not satisfied with product

Cost Prevailing in themarket

Not Required

Fear of Skin Dieses

Others

Interpretation

The people who are not using any Fairness Cream have their reasons and mostly

they do not required any Fairness Cream because they are already beautiful and believes

in 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.

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4. Recommendation

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 that rather than using any outsider product the home made

experiment is considerable.

Some have fear of Skin dieses so they suggest that before buying any Fairness

Cream 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 the

demand of Fairness Cream and keeps the skin healthy, fair and dazzling.

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5. Conclusion

From the practical experience and analysis Fairness Cream we can say that the

Fairness Cream are mostly used in low income level. The educated people are use to take

tips 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 than using other costly Fairness Cream they use Fair & Lovely which is

reasonable & available in traveling packet. Their purpose to use fairness Cream is

common 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 Cream

the common people prefer cost and quantity, but the educated people prefer the quality,

its result and brand image.

The aged people advised to use aryvedik Fairness Cream and home made

experiment. The people who are interested in their beautiful skin are bought the Fairness

Cream 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.

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6. Bibliography

Market Research – G. C. Berry

Gruhshobha Magazine.

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7. Annexure

Bhagvan Mahavir College of Business Administration

FAIRNESS CREAM

We are students of BMEF conducting a Survey on Fairness Cream. We request

you to fill up the information given below, which will kept personal & will be used for

study purpose only.

Dhara Shah Dhanshree Patel

Personal Details:

Name: ____________________________________________________

Address: ____________________________________________________

_______________________Phone No.:____________________

Gender: _________________________Age: _______________________

Date & Time: ____________________________________________________

1. Do you prefer any Fairness Cream?

□ Yes □ No

2. What kind of tools are you using to make yourself beautiful?

□ Goes to the Parlor. □ Home made Experiment.

□ Taking tips from specialist. □ Using Beauty Kit.

□ Using Fairness Cream.

3. Which one the Fairness Cream are you using?

□ Fair & Lovely □ Fair One □ Fair & Handsome

□ Vicco □ Axe □ Garnier Light

□ Others:-_____________

4. For which purpose are you using the Fairness Cream?

□ Fairness □ Moisturizing

□ To hide Pimples & Dark Circles □ Others:-__________

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5. Which characteristics do you prefer in the Fairness Cream?

□ Vitamin A □ Vitamin E □ Sun Protection

□ Part of bleach □ Cleansing the skin□ Others:-________

6. From where do you get the information & knowledge regarding the Fairness

Cream?

□ 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 Cream 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?

_______________________________________________________________

12. Your Suggestions:-

_______________________________________________________________

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Thank you.

Yours Signature

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