A STUDY

ON CONSUMER PREFERENCE

TOWARDS FAIR & LOVELY NAGINA (U.P)

A PROJECT REPORT SUBMITTED TO THE

INVERTIS UNIVERSITY

IN THE PARTIAL FULFILLMENT OF THE REQUIRED FOR THE DEGREE

OF BACHELOR OF BUSINESS ADMINISTRATON

BY

AGHNA SHAMSI

BB2011010

UNDER THE GUIDANCE OF

MR.DHEERAJ GANDHI SIR

PREFACELife is a series of experience, each one of which makes us bigger

The practical training has enriched my student life as a B.B.A. student.

A BBA study is a bridge between the world of business education and management and the world of practice. This helps the student to move over to the professional life with facility."Learning is born out of experience and observation'. Learning is most effective when put into practice. The management students can perform better in an organization because of their familiarity with various techniques of management, compared to those who merely obtain the oreintical knowledge.

The practical training is an essential feature of business studies. The current rapidly changing businesses demand for dynamic youths and personnel. During the academic year 2012-2013, I have under gone marketing research on FAIR & LOVELY”.

CERTIFICATETO WHOM IT MAY CONCERN

THIS IS TO CERTIFY THAT MS AGHNA SHAMSI STUDENT OF BBA VTH SEMESTER

IN OUR INSTITUTE HAS SUCCESSFULLY COMPLETED HER SUMMER TRAINING

PROJECT ENTITLED “CONSUMER PREFERENCE TOWARDS FAIR & LOVELY”

FOR THE PARTIAL FULLFILLMENT OF THE DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION.

(H.O.D –BBA) (PROJECT GUIDE)

DR S.M MEHNDI MR. DHEERAJ GHANDHI

Acknowledgement

First and foremost, I  would l ike to express my Sincere gratitude to my project guide f o r  g iv ing  me the opportunity to do an interesting project like this. I was privileged to experience a sustained, enthusiastic and involved interest from their side. This encouraged us to bo ld ly s tep in to what was a to ta l l y dark and unexplored expanse before us. I would also like to thank to my project guide MR. DHEERAJ GHANDHI who ready with a positive comment all the time and a special thanks to all those who took out time to fill our survey sheet without which our project would have been a failure. Last but not the least, I would like to thanks to all those who help me in making the project.

LIST OF ABBREVIATION

1. HUL - HINDUSTAN UNILEVER LIMITED2. FAL - FAIR & LOVELY3. VIT. - VITAMIN4. LTD. - LIMITED5. UV - ULTRAVIOLET

LIST OF CONTENT

CONTENT PAGE NO

INTRODUCTION OF THE TOPIC 1-14

Indian cosmetic market 1

About fair & lovely 2-4

Market share 5-7

Making of the brand 8-9

Fair & lovely variants 10-12

Negative publicity 13-14

COMPANY PROFILE 15-25

OBJECTIVE OF THE STUDY 26

RESEARCH METHODOLOGY 27-37

DATA PRESENTATION & ANALYSIS 38-52

FINDING OF STUDY 53-54

SUGGESTION & RECOMMENDATION 55-57

BIBLIOGRAPHY 58

APPENDIX 59-62

INTRODUCTION OF THE TOPIC

Indian Cosmetic Market

In India there is a large demand for cosmetic products. Total Indian beauty and cosmetic market size currently stands at U.S. $950 million and showing growth between15-20 percent per year. The overall beauty and wellness market that includes beauty services stands at about $2,680 million. (Bhattacharya, 2007) One can easily see that middle and high class Indian people spend a large portion of their money in cosmetic product or service. According to the latest Euro monitor report the Indian color cosmetic market stands at $4113.4 million and skin care at $346.9 million (Bhattacharya, 2007).If properly marketed and advertised, any cosmetic product will be successful within the Indian Market.

FAIR & LOVELY

Fair & Lovely, a branded product of Hindustan Unilever, LTD

(HUL) touted a cosmetic cream that supposedly lightens the skin

“the miracle workers.” This product is popular in many Asian

countries such as India and China. Many Indians have come to

view fair skin as the ideal – and a business opportunity (Perry,

2005). Skin color is important in India and many other Asian

countries, where lighter skin color represents a higher status. In

those countries, fair skin is associated with positive values that

relate to class and beauty.

ABOUT FAIR & LOVELY

Several decades ago, a scientist working at UNILEVER’S

research center in Mumbai, India asked a question no one had

before. If less vit. B3 in the body could lead to pigmentation,

could the reverse be true?

After extensive research it was proven that vit. B3 could indeed

lighten the skin. And thus, fair & lovely the world’s first safe

and effective skin lightening product, was born and launched in

1975.

Today, at the heart of this technology is unilever’s synergistic

combination of Niacinamide and triple UVA+ uvb sunscreems

(which give specturum UV protection).

The key player in our active min is Niacinamide ( vitB3)

along with vit C, VIT E &VIT B6 boosts the core efficacy of the

product by providing potent antioxidants, added spot lightening

and healthy skin benefits.

Other activities, such as glycerin ( the world’s best known

moisturizer), allantion (a skin benefit agent) and skin identical

fatty acids (e.g. stearic acid ) also help to contribute to

delivering overall great skin appearance. These multiple

ingredients work on different steps in pathways that are known

to regulate and affect pigmentation and general skin appearance,

and thus are known to regulate and affect pigmentation and

general skin appearance, and thus have a gentle yet perceivable

effect on darkened skin, spot and overall skin tone, thereby

delivering expert treatment like fairness.

Market share of fair & lovely

Fair & Lovely (F&L) is the brand that revolutionized the Indian Skin care industry. This brand is World's first and largest Fairness cream brand with a presence in 40 countries and a value of around Rs. 6 billion Indian skin care market was dominated by conventional beauty care products like Besan, Multani Mitti etc. F&L changed all that. Launched in 1975, F&L is the product born in the Unilever research center. In 1988 the brand went international. F&L commands a market share of 70% in the Rs 1000 crore fairness market in India.

F&L virtually created and owned this category for long. In the fairness market, F&L enjoyed monopoly till Cavin Kare entered this lucrative segment with Fairever. The success of Fairever prompted many players like Godrej to tap the market. F&L sustained the pressure from the competitor by careful branding and new product launches. The brand never failed to emulate and learn from the competitor .When Fairever launched the ayurvedic variant, F&L launched a much better variant. Then came the competition from Ozone Ayurvedics with their brand No Marks trying to carvea niche. HUL countered with F&L Antimarks and launched a controversial comparative ad that took the steam out of No Marks.

When Fairever launched the soap, F&L also responded with soap. F&L never allowed the competitors to gain an upper hand in the market which it created.

F&L achieved such tremendous success because of careful branding and ad campaigns. Initially HUL had to do some ugly talking about fairness. Some of the ads were controversial because of gender inequality and stuff like

that. It was necessary at that period because the category was new and the brand should first talk about the need to be fairer.

Now the brand has laddered up to more aspirational values like "Transformation of  Women" The insight is that the transformation will be more than skin deep. The ads showing a girl achieving the ambition of being a  cricket commentator ( a male bastion)were very much effective in connecting with the TG.

HUL has also extended the brand to more aspirational values by launching Fair& Lovely foundation that works for Women Empowerment achievement and transformation which are the qualities for which F&L stands for.

F&L have also launched a premium sub brand Perfect Radiance to tap the premium segment of the market. Fair & Lovely was able to dominate the fairness market because of careful marketing and is a showcase of the marketing genius of HUL.

Making of the Brand Fair & Lovely

Hindustan Unilever's star product in the fairness creams segment had evolved into one of the most successful brands over three decades in as many distinct phases. Phase 1 saw the launch of the product in 1976 on the basic premise that "younger women wanted to have fairer skin in order to attract a better looking husband." HUL marketed this brand as a beauty cream capable of providing fairness within 8 weeks. The value proposition lucidly communicated to the consumer base read, "Get noticed by the man of your life."

During Phase 2 of Fair & Lovely's evolution, the brand talked to a younger college going woman who is self -confident and more modern in her outlook and believes home remedies for facial care to be old fashioned.

In Phase 3, this further metamorphosed into a brand offering emotional benefits for achievers who actively seek solutions and do not look at marriage as the ultimate source of personal achievement. Fair & Lovely thus became a brand which communicated a message that Fairness leading to Beauty leading to Good husband to Fairness leading to Self-confidence leading to Good career.

FAIR & LOVELY VARIANTS

Different people have different skin types and that is why FAL has a range of variants to meet the different needs.

FAL ADVANCED MULTIVITAMIN

New FAL advanced multivitamin target the same fairness problem as 5 expert fairness treatments.

FAL AYURVEDIC CARE

The new FAL Ayurvedic care is carefully formulated by blending 16 ayurvedic ingredients such as Lodhra and Manjishtha. It is designed to work from within your skin to give you to the glowing clear fairness that you have always desired for.

FAL WINTER FAIRNESS

New fal winter cream is a fairness cream with the goodness of a cold cream. The cream has FAL tri-fair vit. Complex and active moisturizers that give you radiant fairness along with soft, supply skin.

FAL ANTI MARKS

When you see a pimple do you fear that more will come? Once pimple spot is an indication of more to come.

New fal antimarks has a break through spot- block system that not just fades current pimple spot but also prevent them from coming back.

FAL FOREVER GLOW

After the age of 30, your skin changes and starts looking dull, dark, and patchy with spots.

That’s why you need a special fairness cream. The new fal forever glow has a unique vita-AHA complex with powerful antioxidants that remove related dullness, patchiness and

darkness to give you glowing fairness forever.

fal

FAL MULTIVITAMIN FACEWASH

For fairness with every wash.

FAIR & LOVELY SPOT ERASER PEN

Do dark spots keep reappearing around specific areas of your face? This is because over a period of time, skin around certain

areas of your face gets damaged from deep inside causing spots again and again.

Presenting the new fal antimarks spot eraser pen with a best every formula of vit. Aloe and fruit essentials, its unique pen tip releases the formula around problem areas so that it penetrates all 5 layer of skin.

Negative Publicity

The brand has had its share of negative publicity, with women’s groups calling the ad regressive. The ads, which focused on the mass aspiration of “marrying well”, soon moved to more progressive ones in the 1980s.The early 1990s saw the brand take on the role of enabler of t dreams. In the late1990s, the brand message was that a woman could make her own destiny—a thought that was carried forward in all its campaigns. In 2007, the

brand tweaked its approach to the Power of Beauty platform. With the fairness cream business accounting for the lion’s share of the skin care products industry here, several companies have launched fairness creams in the hope of securing a piece of the growing pie.While none were able to challenge HUL in terms of numbers, they did start eating into the company’s market share with unique offerings.Fair & Lovely was quick to take on competition—with variants. So, whether it was unique offerings such as ayurvedic formulations with saffron (to combat Fairever by CavinKare Pvt. Ltd) or those that claimed to erase marks (to fight No Marks by Ozone Ayurvedics), Fair & Lovely managed to launch variants that matched, and in some cases even topped, the promise touted by the competitor. To tap the premium segment of the market, Fair & Lovely also launched Perfect Radiance. The popularity of the brand and category can be gauged from the fact that today, it even has a variant for men.

The company had highest market share and to retain that

they had to change their advertising strategies as they

were going against the society. Now there advertisements

emphasize more on empowering women.

HINDUSTAN UNILEVER

COMPANY HINDUSTAN UNILEVER LIMITED

CEO NITIN PARANJPE

EXCECUTIVE MR. SHRIJEET MISHRA

DIRECTOR, FOODS

EXCECUTIVE DIRECTOR, MR. HEMANT BAKSHI

HOME& PERSONAL CARE

HEADQUARTERS MUMBAI, INDIA

FOUNDED 1933

MISSION

HUL MISSION IS TO ADD VITALITY TO LIFE. THEY

MEET EVERYDAY NEEDS FOR NUTRITION, HYGEINE,

AND PERSONAL CARE, WITH BRANDS THAT HELP

PEOPLE FEEL GOOD, LOOK GOOD AND GET MORE.

INNOVATION

IN THEIR SCIENTIFIC INNOVATION TO MEET

CONSUMER NEEDS THEY WILL RESPECT THE

CONCERNS OF THEIR CONSUMERS AND OF SOUND

SCIENCE APPLYING RIGOROUS STANDARDS OF

PRODUCT SAFETY.

COMPANY PROFILEHUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice

cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pure it.

The Company has over 16,000 employees and has an annual turnover of around Rs.25,206 crores (financial year 2012 - 2013). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of €51 billion in 2012. Unilever has about 52% shareholding in HUL. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL.

VISSIONUnilever products touch the lives of over 2 billion people every day – whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their

homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

Our historyIn the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati was launched

in 1918 and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.

HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal,

Unilever Nepal Limited (UNL), and its factory represents the largest manufacturing investment in the Himalayan kingdom.

In January 2000, in a historic step, the government decided to award 74 per cent equity in Modern Foods to HUL, thereby beginning the divestment of government equity in public sector undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic extension of the company's wheat business. In 2002, HUL acquired the government's remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Paste urised Crabmeat business of the Amalgam Group of Companies, a leader in value added Marine Products exports.

In 2007, the Company name was formally changed to Hindustan Unilever Limited after receiving the approval of shareholders during the 74th AGM on 18 May 2007. Brooke Bond and Surf Excel breached the the Rs 1,000 crore sales mark the same year followed by Wheel which crossed the Rs.2,000 crore sales milestone in 2008.

On 17th October 2008 , HUL completed 75 years of corporate existence in India.

In  January 2010, the HUL head office shifted from the landmark Lever House, at Backbay Reclamation, Mumbai to the new campus in Andheri (E), Mumbai.

On 15th November, 2010, the Unilever Sustainable Living Plan was officially launched in India at New Delhi.

In March, 2012 HUL’s state of the art Learning Centre was inaugurated at the Hindustan Unilever campus at Andheri, Mumbai.

In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated at the Hindustan Unilever campus at Andheri, Mumbai.

Objective• To study on the purchase pattern and

level of satisfaction.

• To find out the brand preference for fairness cream among female.

• To study on the side effect of using fairness cream.

Research methodologySelection of type of method for data collection is one of most critical parts of any research. This is all about discussing the different techniques and method for data collection and selection of the most suitable method for the particular study. This is done through evaluation of the strength and weaknesses of each method.

The federal definition of research by Messian college as defined in the federal policy is “Research means a systematic investigation, including research development, testing and evaluation, designed to develop or contribute to generalize knowledge”.

Definition of Research

“A detailed study of a subject, especially in order to discover (new) information or reach a (new) understanding”

Research methodology is a way to systematically solve the

research problems. It may be understood as a science of

studying how research is done scientifically.

In it we study the various step that are generally adopted by a

researcher in studying his research problem along with he

problem behind them. It is necessary for the researcher to

know not only the research methods/ techniques but also the

methodology.

Researcher not only to needs to know how to develop certain

indices or the tests, how to calculate the mean, the mode, the

median and the standard deviation or the chi square, how to

apply particular research techniques, but they also need to

know which of these methods or techniques, are relevant and

are not, what would they mean and indicate and why.

Researcher also need to understand the assumption

underlying various techniques and they need to know the

criteria by which they can decide the certain techniques and

others will not.

All this means that it is necessary for the researcher.

The methodology used for the study was very rigorous.

Appraisal forms were made, interviews with employees were

held and websites were checked for any type of information

related to the study. Random selection procedure was used

and a sample of 50 employees was taken. The methodology

so applied is briefly discussed below step by step.

RESEARCH DESIGN

Research design is the overall description of all the steps

though which the projects have preceded forms the setting of

objectives to the writing of the project report. The success of

the project depends on the soundness of the research design,

which includes problem definition, specific method of data

collection and analysis and time required for the project.

TYPES OF RESEARCH DESIGN

The research design is formulated after the formulation of

objectives and according to the requirement of the study. The

following types of research design are used for the purpose of

study with different objectives in frame of mind.

• EXPLORATORY RESEARCH DESIGN

This is used to formulate a problem for more precise

investigation or for developing hypothesis. It is also a used

for establishing priorities for further research; it also clarifies

the concepts and making analyst familiar with the problem.

• EXPERIMENTAL RESEARCH

Experimental research is also called experimental or casual

research, experimental is defined as a process where events

occur in a setting at the discretion of the researcher and the

controls are used to identify the resources of variation in

subjects’ response. The following are most common design

for the marketing experiments.

• “After only design”

• “Before after design”

• “Before after with control group design”

• “After only with control design”

• “Ex post facto design”

• Continuous dairy panel design”

• Factorial design”

DESCRIPTIVE RESEARCH DESIGN

Descriptive studies undertaken in such a circumstances where

researcher is interested in knowing the demographic

characteristics of the consumer of when he is interested in

knowing the proportion of people in the given population

who behaves in the particular manner making projection of

the certain thing or determining relation between two or more

variable.

The descriptive research in the research as the name implies

are design to describe something besides the emphasis on

description it, should it or should not be conclude that such

studies should simply fact gathering expeditions.

Unfortunately, it is relatively easy to start a descriptive study

with the vague thought that the data collected with

interesting.

Hence we have used descriptive research design. The

population taken for the purpose of study comprised of

people from middle class, upper class.

SOURCES OF DATA

There are types of data secondary and primary data. The

secondary data refers to those data which are gathered for

some other purpose and are already available in the firm’s

internal record and commercial purpose’ magazines and who

sites.

On the other hand, primary data do not exist already is record

and publication. The one has to gather primary data a fresh

from the specific study undertaken by him.

Main source of the data was a primary source of the data

collection for determining the performance appraisal process

of the employees and to study the factors upon which

performance of the employees are appraised, secondary

source of data were used.

PRIMARY SOURCE

The Data required for this stage was regarding the detail of

fair & lovely about the level of satisfaction and the side effect

of it. Appraisal form was the instrument used in the study as a

primary source of data.

Research Design

• General Methodology

The methodology adopted for this project was completely

based on primary and secondary information. The locate of

the study was NAGINA District BIJNOR of Uttar Pradesh.

It comprised of determining the objective of the study and

drafting the questionnaire. The questionnaire was design

keeping in mind the objective of the study. It was designed

with due guidance of my mentor.

• Data Sources

The research called for gathering primary data only. Hence,

primary sources were considered for the collection of data.

For the purpose of collecting information from customers a

structured questionnaire was formulated and was contacted

directly.

Primary Data

• The primary data is gathered for specific purpose and is collected by the researcher himself. It included direct communication and feedback from the customers.

• Statistics not gathered for the immediate study at hand but for

some other purpose.

• Information complied for some purpose other than the current

investigation.

• Research Approach

The research conducted was exploratory in nature and the

goal was to gather preliminary data to shed light on the real

nature of problems and to suggest possible solutions.

• Research Instrument

• Personally administered questionnaire

• Unstructured interview

For the purpose of the project, a questionnaire was designed

to collect data the consisted of close ended questions & open

ended questions. A survey technique was used to collect the

data. During the project survey of customers using personal

interview was done at random and predetermined locations in

Bareilly and a predetermined structured questionnaire was

administered to them. The areas covered were as following.

• nagina district bijnor

Sampling Unit

The study was restricted to Nagina only. Keeping in mind the objective of the

study we sampled.

Sample Size

The sample size taken for the purpose of study was around 50 respondents from

the Nagina region.

Sampling Procedure

I tried to contact customers almost from all the places of Nagina region.

Method of sampling:- convenience Sampling method.

Convenience sampling is a method of choosing subjects who are available or

easy to find. This method is also sometimes reffered to as accidental or

convenience sampling.

Contact Method: - I personally visited most of the customers after seeking prior

appointment and randomly.

Data presentation and analysis

1. Do you use fair n lovely cream? If no please specify?

yes 50no 0

yes no 0

10

20

30

40

50

60

50

0

Series1

Analysis: Out of the total 50 respondent 50

respond YES and 0 respond NO.

2. Which factor influenced you in buying fair n lovely? if no specify

Fairness 37Sunscreen 8Fragrance 5None 0

fairness sunsceen fragrance none

37

85

0

Series 1Series 1

Analysis: 37 i.e. 74% of the respondent considered fairness provided as the prime factor in making a choice of fairness cream. The second rated is sunscreen with 8 respondent laying importance to it. The least rank is fragrance 5 i.e. 10%.

3. Which fairness cream did you use before it was

introduced?

ponds 13 emami 2 fairone 5 olay 2johnsons' baby cream 1recova 2garnier 3vivel 1charmis 1vicco 1cold cream 1simple fairness cream 1none 17

ponds

emam

i

fairo

ne olay

johnsons' b

aby c

ream

recova

garn

ier vivel

charm

isvic

co

cold cr

eam

simple

fairn

ess cr

eam

none02468

1012141618

13

25

2 1 2 3 1 1 1 1 1

17

Series1

Analysis: out of 50 respondent, 17 respond none which they use before fair & lovely, 13 repond ponds, 2 respond emami, 5 respond fairone, 2 respond olay, 1 repond Johnson’s baby cream, 2 respond recova, 3respond garnier, 1 respond vivel, 1 respond charmis, 1 respond vicco, 1 respond cold cream, 1 respond simple fairness cream.

4. Who recommend you to use fair n lovely for the first time?

Friend 5 family/relative 5retailer opinion 7advertisement 32Others 2

friend family/relative retailer opinion advertisement others0

5

10

15

20

25

30

35

5 5 7

32

2

Series1

Analysis: out of 50 respondent, 32 are aware through advertisement, 5 through friends, 5 through family, 7 through retailor opinion and 2 through others.

5.How often do you buy it ?

less than 1 month 211-3 month 193-6 month 7more than 6 month 3

less than 1 month 1-3 month 3-6 month more than 6 month 0

5

10

15

20

25

2119

73

Series1

Analysis: out of the total 50 respondent, 21 buy in less than 1 month, 19 buys 1-3 month, 7 buy 3-6 month, 3 buy more than 6 month.

6. How many times do you use fair n lovely in a day?

once 19

Twice 23

Thrice 6

more than thrice 2

once Twice Thrice more than thrice 0

5

10

15

20

25

1923

62

Series1

ANALYSIS: out of the total 50 respondent, 19 prefer only 1 time to use fair & lovely in a day and 23 prefer twice in a day, 6 prefer thrice in a day and 2 prefer more than thrice.

7.will you recommend it to others?

Yes 46

No 4

yes no05

101520253035404550

46

4

Series1

Analysis: out of the total 50 respondent 46 prefer to recommend fair & lovely to others and 4 say “no”.

8. Who else in your house use it?

mother 14sister 23cousin 9none 8

mother sister cousin none0

5

10

15

20

25

14

23

9 8

Series1

Analysis: Out of the total 50 respondent, in every respondent house 26% mother use fair & lovely and 42% sister use fair & lovely and 17% cousin use fair & lovely and 15% are the non- user of fair & lovely.

9. How long does this cream take to make your face to look fair n lovely?

less than 1 month 291-3 month 15 3-6 month 3 more than 6 month 3

less than 1 month 1-3 month 3-6 month more than 6 month

0

5

10

15

20

25

30

35

29

15

3 3

Series1

Analysis: more than half i.e. 58% respondent consider less than 1 month to make face to look fair and 30% respondent considered 1-3 month and 6% respondent considered 3-6 month and 6% respondent considered more than 6 month.

10. What is the packaging size of it that you are usually buy?

small packet 12

small tubes 13

large one 25

small packet small tubes large one0

5

10

15

20

25

30

12 13

25

Series1

Analysis: out of the total 50 respondent, 25 prefer large packaging size while 12 prefer small packet and 13 prefer small tubes.

11. At what times do you use it?

Intervals 18

simultaneously 25

occasionally 7

intervals simultaneously occasionally

18

25

7

bar graphSeries1

Analysis: 25 respondent use simultaneously, 18 respondent use at interval and 7 respondent use occasionally.

12. What rate will u give to the following?

particular Excellent Very good Good Average poorSweat control 8 11 13 9 9Smoothness 10 10 20 7 3Colour 15 9 19 6 1Packaging 12 14 6 15 3Protecting 5 10 17 14 4From overall uses 11 19 13 2 5

sweat control smoothness colour packaging protecting from overall uses

8 10 15 125 11

11 109 14

10

1913

2019

617

1397 6

15 1429 3 1 3 4 5

bar graphexcellent very good good average poor

13. Does it have any side effect? If yes what are they

pimples 3rashes 5irritation 3skin allergy 1others 2none 36

pimples rashes irritation skin allergy others none0

5

10

15

20

25

30

35

40

3 5 3 1 2

36

Series1

Analysis: fair & lovely wins by clear majority of 72% where 36 out of 50 respondents feel that fair & lovely does not have any side effects.

14.Are you satisfied with this cream? If no please

specify

yes 47

No 2

average satisfied 1

yes no average satisfied0

5

10

15

20

25

30

35

40

45

50

47

2 1

Series1

Analysis: 47 respondents are satisfied with this cream, 2 are not satisfied and 1 is average satisfied.

15. What changes do you the manufacturer to make in

their brands?

packaging 6price 2fragrance 2quality 1attractive 1conversion of dry cream into oily cream 2fair n lovely lotion 2work for 12 hours 1nothing 32introduce new types of fair n lovely cream 1

0

10

20

30

Series1

FINDINGS OF STUDY

More than half i.e. 74% of the respondents considered “fairness” provided as the prime factor in making a choice of fairness cream. The second rated is “sunscreen” with 16% respondents laying importance to it. The least rank is fragrance i.e. 10%.

63% i.e. 32 out of 50 respondents feel that fair & lovely advertisements attract users towards the product.

As per the packaging size 50% of respondents prefer fair & lovely in the “large size”.

Fair & lovely wins by clear majority of 72% where 36 out of 50 respondents feel that fair & lovely does not have any side effect.

More than half i.e. 94% of the respondents are satisfied with fair & lovely while 4% are not satisfied and 2% are average satisfied.

58% i.e. 29 out of 50 respondent considered less than 1 month “take to make face to look fair”.

Suggestion & recommendation

Packaging should be improved. Price of fair & lovely should be decreased. Fragrance of fair & lovely is low and it

should be increased. It should introduce fair & lovely body lotion.

As per the respondent fair & lovely cream is dry so changes should be made accordingly to remove the dryness of the cream.

Quality should be improved.

BIBLIOGRAPHY www.google.com

www.fair&lovely.com

www.hul.com

www.hul/annualreport/co.in

Appendix Q1 Do you use fair n lovely cream? If no please specify

a) yes

b) no

Q2 Which factor influenced you in buying fair n lovely?if no specify

a) fairness

b) sunscreen

c) fragrance

d) none

Q3 which fairness cream did you use before it was introduced?

a) ponds

b) emami

c) fairone

d) olay

e)johnsons' baby cream

f) recova

g) garnier

h) vivel

i) charmis

j) vicco

k)cold cream

l) simple fairness cream

m) none

Q4 who recommend you to use fair n lovely for the first time?

a) friend

b) family/relative

c) retailer opinion

d) advertisement

e) others

Q5 How often do you buy it ?

a) less than 1 month

b) 1-3 month

c) 3-6 month

d) more than 6 month

Q6 How many times do you use fair n lovely in a day?

a) once

b) Twice

c) Thrice

d) more than thrice

Q7 will you recommend it to others?

a) yes

b) no

Q8 who else in your house use it?

a) mother

b) sister

c)cousin

d)none

Q9 How long does this cream take to make your face to look fair n lovely?

a) less than 1 month

b) 1-3 month

c) 3-6 month

d) more than 6 month

Q10 What is the packaging size of it that you are usually buy?

a) small packet

b) small tubes

c) large one

Q11 At what times do you use it?

a) intervals

b) simultaneously

c) occasionally

Q12 what rate would you give to the following? excellentvery good good average poor

a) sweat controlb) smoothnessc) colourd) packaginge) protectingf) from overall uses

Q13 Does it have any side effect? If yes what are they

a)pimples

b) rashes

c) irritation

d) skin allergy

e) others

f) none

Q14 Are you satisfied with this cream? If no please specify

a) yes

b) no

c) average satisfied

Q15 what changes do you the manufacturer to make in their brands?

packaging

price

fragrance

quality

attractive

conversion of dry cream into oily cream

fair n lovely lotion

work for 12 hours

nothing

introduce new types of fair n lovely cream