47986901 Research Project Final

7/29/2019 47986901 Research Project Final

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A study on the consumer buying behaviour regarding different mens fairness

creams in Bangalore.

Submitted in partial fulfilment of the requirement for the award of the degree of Bachelors ofBusiness Management of Christ College, Autonomous

BY

ADLEY SUNNY

08D1302

UNDER THE GUIDANCE OF

MRS HARI PRASEETHA,

THE DEPARTMENT OF MANAGEMENT STUDIES

CHRIST UNIVERSITY

BANGALORE 560029

2009-2010


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CERTIFICATE

This is certify that Mr. Adley Sunny 08D1302, is a bonafide student of VI Semester BBM

programme studying in this Institution. He has prepared and submitted a project report titled A

study on the consumer buying behaviour regarding different mens fairness creams in

Bangalore., in partial fulfillment for the requirement for the award of the degree of Bachelors Of

Business Management [BBM] programme of Christ Unversity, for the Academic Year 2010-

2011.

This project has not formed the basis for the award of any Degree of Diploma of any other

university or institute.

Jain Mathew

Head of the Department

Place: Bangalore Department of Management Studies

Date: Christ University, Bangalore


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GUIDE CERTIFICATE

This is to certify that, this project titled, A study on the consumer buying behaviour regarding

different mens fairness creams in Bangalore, submitted to Christ University for the award of a

degree in Bachelor of Business Management [BBM] as a record of original and independent

work carried out by Mr,Adley Sunny 08D1302, under my guidance and supervision.

This has not formed the basis for the award of any Degree or Diploma by Christ College,

Autonomous or any other University.

Mrs.Hari Praseetha

Place: Bangalore Project Guide

Date: Christ University, Bangalore


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DECLARATION

I, Adley Sunny, hereby declare that this project report, A study on the consumer buying

behaviour regarding different mens fairness creams in Bangalore. , submitted to Christ

University is a record of original and independent work carried out in partial fulfillment of the

requirement for the award of a degree of Bachelors Of Business Management [BBM].

I also declare that this representation has not been previously published or submitted as a project

report for the award of any Degree or Diploma of Christ College, Autonomous or any other

University.

Place: Bangalore Name: Adley Sunny

Date: Reg. No: 08d1302


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ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have been instrumental in guiding

me through my research .I express our sincere thanks to Dr. Fr. Thomas C. Mathew, Principal of

Christ College and Mr. Jain Mathew, Head of Department, Management Studies for their

encouragement and support.

I

I am deeply grateful to Mrs.Hari Praseetha, Project Guide, Department of Management Studies,

Christ University, for the cooperation extended by her to conduct this study, advising us on the

project report and furnishing the required information. I would also like to thank the faculty for

their constant support

.

Last, but not the least I would like to thank my parents and friends for their constant help and

support.


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TABLE OF CONTENTS

SL.NO CONTENT PG.NO

1.

2.

3.

4.

5.

CHAPTER 1 INTRODUCTION

1.1 Introduction to the topic1.2 Introduction to the industry1.3 Introduction to the company1.4 Review of Literature

CHAPTER 2 RESEARCH DESIGN

2.1- Title of the study

2.2- Objectives of the study

2.3- Scope of the study

2.4- Type of research

2.5- Sample size and sampling method

2.6- Data collection methods

2.7 - Statistical tool used

2.8- Limitations of the study2.9- Respondents profile.

CHAPTER 3 DATA ANALYSIS AND

INTERPRETATION

3.1- Table and analysis

3.2- Chart and interpretation

CHAPTER 4 SUMARY OF FINDINGS

CHAPTER 5 - BIBLIOGRAPHY AND ANNEXURE

5.1 Bibliography


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5.2 - Annexure


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CHAPTER 1

INTRODUCTION


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Introduction

Are men concerned about their complexion? Do men worry about skin fairness? If asked few

decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal

properties of female race. But today alarming statistics reveal that cosmetics and fairness creams

are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and

conceptions about human beauty also have undergone tremendous changes. Today fairness is not

a word mentioned only in the matrimonial advertisements but the society believe that being fair

is being beautiful and handsome. A famous fairness cream is named 'Fair & Handsome' as if to

proclaim that to be fair is to be handsome.

Tall and dark? Then you are not likely to be deemed handsome, going by current trends,

even though India has always worshipped dark gods. The metrosexual look is getting

preference - and that means men are chasing fairness creams and chemical peels, thanks

to media and advertising playing a role in promoting them.

Commenting on the Indian mans growing fascination for fair skin, Apollo Hospital

senior cosmetic surgeon Anup Dhir told IANS: I get around 8-19 inquiries every monthfrom men to improve their skin tone and help them look fairer.

There are times when a man accompanying a woman client ends up taking skin-related

treatments after consultation.

Dark gods like Krishna and Rama are deeply embedded in the Indian psyche. But the

country has always shown a bias in favour of light skin as far as mere mortals go.

Ever since the macho look was replaced by the metrosexual look, men have started takinga greater interest in their appearance. From visiting parlours for manicures and pedicures

to spas, they are concentrating on every aspect of grooming. And that means falling for

fairness products.


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Buying fairness creams or getting regular massages, facials, manicures and pedicures

done is just an indicator that today men, like women, want to pamper themselves,

psychiatrist Sanjay Chugh told IANS.

Various cosmetic brands have launched fairness creams for men and with Bollywoodcelebrities like Shahid Kapoor and John Abraham endorsing them, they have become a

craze.

In 2005, Emami was perhaps the first one to launch the mens fairness cream Fair &

Handsome. Two years later, the company roped in superstar Shah Rukh Khan as its brand

ambassador.

This was followed by HULs Fair & Lovely Menz Active that came in 2006 and the very

next came Nivea for Men Whitening Moisturiser and Nivea for Men Multi-WhiteWhitening Facial Foam. The same year actor Anuj Saxenas company Elder HealthCare

came out with Fair One Man Cream.

In 2009 cosmetics brand Garnier India entered mens skin care with the Mens

Powerlight range that also includes face wash and moisturiser. According to its marketing

manager Richa Singh, the grooming habits of Indian men have evolved.

As per research, the need to look and feel good is extremely high. Skin care is an

integral part of grooming and fairness has been identified as a principal demand in the

male grooming market. We identified the consumer need and offered a specialised skin

care range for men.

According to a report, the mens fairness products market is estimated at Rs.175 crore

(nearly $40 million) and is growing at the rate of 25 percent. While the womens fairness

market is growing at 7 to 8 percent.

Media has played a major role in pushing men in this direction. He couldnt be more

right, as ads promoting fairness creams seek to portray that dark skinned guys lack

confidence and are not as successful as the fair-skinned.

So is it really possible to lighten skin tones with fairness products? Yes, you can. While

skin colour is largely genetic, it is also greatly affected by sun exposure, hormonal


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changes and various other factors, Mumbai-based anti-aging medicine specialist S. Ali

Mohammad told IANS.

These lotions and creams contain hydroquinone, a chemical which inhibits melanin and

lightens the skin. Since melanin is what causes darker skin, you will notice your skin islighter with regular use.

Experts suggest that one can also opt for chemical peels to get better and faster results.

It is possible to lighten your skin to your original colour. That is usually judged by the

colour of your chest mid part area, said Mumbai-based dermatologist Priyanka Sutariya.

These peels help to remove several layers of skin, depending on the strength of your

peel, revealing skin below that is lighter, fresher and brighter.

The prices of these peels start from Rs.2,000 (over $40) and a person has to take six to

eight sessions to achieve desired results.

The terms skin whitening, skin lightening, and skin bleaching covers a variety

of cosmetic methods used in an attempt to whiten or lighten the skin

Skin lightening or whitening is a controversial topic as it is closely intertwined with the

detrimental effects on health, identity, self image, racial supremacy and colonial

mentality According to the Daily Mail, Aishwarya Rai the former Miss World and Indian

movie star is said to be considering suing Elle Magazine of what has been deemed 'racist

airbrushing' when they put her on a cover with digitally lightened photos. There is

evidence to suggest that some types of skin-whitening products use active ingredients

(such as mercurous chloride) and hydroquinone which can be harmful. Hydroquinone has

now been banned in Europe and in many other countries can only be prescribed by a

doctor for certain skin conditions. There are skin lightening formulas which do notcontain chemicals harmful to skin and are safe to use. These are more likely to be

manufactured in countries where there are strict regulations governing the cosmetics

industry, as in the UK, Europe and USA.

There is a growing market in skin lightening products that are toxic free which have the

drawback of being more costly due their expensive ingredients. One of the first to be


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introduced was the European brand Super Skin Lightener. Japan and the Pacific is a big

market for high quality skin lightening products imported from Europe.]In India, Fair and

Lovely by Unileverremains a popular brand despite the company being forced to

withdraw television advertisements for the product in 2007.

In developing countries, banned chemicals are still being used in skin lightening creams.

Uneven pigmentation affects most people, regardless of ethnic background or skin color.

Skin may either appear lighter or darker than normal; there may be blotchy, uneven areas,

patches of brown to gray discoloration or freckling. Skin pigmentation disorders occur

because the body produces either too much or too little melanin. Melanin is the pigment

produced by melanocyte cells. It is triggered by an enzyme called tyrosinase, which

creates the color of skin, eyes, and hair shades.

Melanin has two major forms that combine to create varying skin

tones. Eumelanin produces a range of brown skin and hair color,

while pheomelanin imparts a yellow to reddish hue.

Melanin provides some amount of sun protection for the skin by absorbing ultraviolet

light. Darker skin colors are less susceptible to sunburn and the overall effects of sun

damage.

Increased melanin production also known as hyperpigmentation is often referred to

as melasma, chloasma or solar lentigenes.

Melasma is a general term describing darkening of the skin. Chloasma is generally used to describe skin discolorations caused by hormones.

These hormonal changes are usually the result of pregnancy, birth control pills or

estrogen replacement therapy.

Solar lentigenes is the technical term for darkened spots on the skin caused by the sun.Solar refers to sunlight and lentigene describes a darkened area of skin. These spots

are quite common in adults with a long history of unprotected sun exposure.

Aside from sun exposure and hormones, hyperpigmentation can be caused by skin

damage, such as remnants of blemishes, wounds or rashes. This is especially true for

those with darker skin tones.


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The most typical cause of darkened areas of skin, brown spots or areas of discoloration is

unprotected sun exposure. Once incorrectly referred to as liver spots, these pigment

problems are not connected with the liver.

On lighter to medium skin tones, solar lentigenes emerge as small- to medium-sized

brown patches of freckling that can grow and accumulate over time on areas of the body

that receive the most unprotected sun exposure, such as the back of the hands, forearms,

chest, and face. For those with darker skin colors, these discolorations can appear as

patches or areas of ashen-gray skin.


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Review of Literature


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Article-1

No one knows beauty products better than women, who are always trying something or

the other on their skin. From Banana to Rose water yes they have tried it all to look

younger and for a fairer complexion. But apart from all these natural products is there a

product in the Indian market which can make a women or man fairer in fewer days, wewill find out by reviewing these fairness creams. Since nearly every product in the market

claims to making you fair from Shahid Kapoor to John Abraham and from Katrina Kaif

to Kajole selling Olay products. The market for beauty products is vast but the market for

fairness creams I think occupies 90% of the space.

Long from the days of Britishers we have always loathed dark skin thinking the white is

always right, because of the hot climate in India most of us are dark skinned. And no

matter what we try the colour pigmentation in our skin doesnt seem to be responding to

these products easily. Have you ever wished you could just wash off the colour of your

skin just like those Tide washing powder ads, where dirt vanishes instantly?

Fair and Handsome: - Shockingly the Indian fairness cream market never saw the males

as their potential customers, until the Emami Fair and Handsome cream was launched. It

can be said as the first cream to focus on Indian males. It is priced around 37 Rs for a

medium pack. And yes I must say it works, atleast on my complexion it did show some

positive results. But it has drawbacks the cream is sticky and does not spread over your

skin. May be a gel base formulation would make it more effective. The ingredients have

not been shared by the cream makers but they claim it to be Ayurvedic and natural.

Garnier for Men Power Light:- Garnier is a well known brand among beauty products,

it has recently launched its popular Garnier for Men Powerlight cream, with a gel basedcream Garnier Powerlight seems to be effective for all skins. It also provides you with

SPF15 sun screen. Though I must say it is not for people who can spend. It is priced

above 100 Rs for a single pack. The efficacy of the cream may depend on usage and your

skin type.

These are some of the main fairness creams from Indian market in my opinion the majorproducts to go after are Olay and Fair and Handsome. Though Olay has been focused onwoman I think men too can try it for best results, remember to use face wash and cleanyour skin on regular basis for healthy and glowing results. There are other new productsas well Fair and Lovely menz active, Nivea for Men, Vasline Mens etc. Rest melanin is

an eminent part of human skin and prevents us from Sun damage there is no shame inhave a dark complexion some of our famous models and actress are dark skinned too.

There are a lot of beauty products in the market available these days for the purpose ofbeautification and nurture of the body. Most of the people want to have a betterpersonality but they are actually found perplexed about what they should do to get andsustain that cause. A perfect personality includes better physique, glowing skin and rather


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a fair and youthful complexion. In order to have a lighter skin tone, most of the peopleconsider using skin fairness creams. Both of the men and women prefer to have a colorthat is appealing yet tempting for their overall look. Men want better-looking complexionbecause in todays world they are generally outgoing and athletic to represent themselvesin front of others.

With the availability of the mens fairness creams out there, it is quite confusing to decidethe best one for the face and for the skin type you have. You should avoid rushingthrough the whole collection and selecting something that is not ought to suit you. Ourskin is a really sensitive organ that needs to be kept nurtured and smooth. You shouldalso take care of any allergic reactions that you might suffer after applying certain beautyproducts. This article will reflect some points on the things to look for in a mens fairnesscream.

You should always take care of the ingredients that are being used to comprise the

fairness cream. There are certain organic and mineral skin care productsthat you canconsider for the cause. These would be free from the synthetic elements and you donteven have to worry about the side effects the artificial products might bring you. Preferthe quality of the brand you are selecting. Sometimes, the most famous brands might notwork for the skin type you have and you might end up getting the condition worse.

Choose the lighter products in order to make your skin fair and bright. You donthave to go with the products that exaggerate your skin too much. Your skin needsfreshness that you should provide on utmost basis. Consult a beautician before buying acream so you can know well about the consistent good ones and you can differentiate thebetter ones according to your skin types.

Perform a bit of research on the kinds before you make a decision. There are even somefairness pills that create rashes and acne on the skin. You might not want to end uphaving other skin issues instead of a younger, attractive and fairer skin.


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ARTICLE 2

Best Fairness Cream A Skin's PrideBy: Albert Cain | - A fair complexion has always been associated with success andpopularity. Men and women alike desire fairness; it is believed to be the key to a

successful life. As most of the Indians are very much bothered about their colourcomplexion the fairness creams enjoy very good market growth rate when compared withother related product.

There are number of fairness creams and other skin whitening products in the marketsuch as peel-offs, serums, lotions etc.

ARTICLE 3

Hi Handsome: The Dream Of Every ManBy: pthomas | - The Hi Handsome TV Commercial has given every man an opportunityto dream of a fair complexion. Everyone wants to be as lucky as the boy not by sneakinginto a girl's hostel, but by applying the magical fairness cream. Men have startedimagining themselves in place of the boy. Imagine walking on the road with ten girlsaround you and shouting out Hi Handsome! Aahh It's a dream come true.

Readmore: http://www.articlesnatch.com/topic/fairness+cream+for+men#ixzz10H8337u9

ARTICLE 4

Should You Consider Lightening Your Skin?By: Bart Icles | - We all want to look our best, and many people would exert everypossible effort in order to achieve the kind of appearance that they've been aspiring tohave. People buy tons of makeup and beauty products just to enhance their looks, gethaircuts, have their hair colored, lose weight, and overhaul their wardrobe in order tomake themselves over and feel like they're entirely new people.


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ARTICLE 5

Your Skin Is Asking For Some ThingBy: [email protected] | - Skin is the reflector of what our habits are. Basicallyit is the mirror which expresses the inner state of body, our eating habits, sleeping slots,

care taken for the body, all these says the story of the skin. A healthy skin is whateveryone and especially women want to enjoy, but is every one enjoying the healthy stateof the skin. So, the answer for this question is no, not everyone enjoys healthy andglowing skin.

ARTICLE 6

Choose Best Health & Skin Care ProductsBy: scott hardy | - Taking care of our health and well being are our primary objectives in

this new world of health consciousness and awareness. Various health programs, weightloss pills, food supplements, antioxidant products are flooding the market today allclaiming for good health and proper health care and hygiene.

Many manufacturers are joining the bandwagon and a lot of personal care and beautyproducts are available to suit a high level of demand from consumers.

ARTICLE 7

Meladerm: The Very Fresh Marvel Of Skin TreatmentBy: Jennifer Lowdry | - Are you the particular type of particular person who is actuallyreally aware by their own look? Or perhaps are you one of those people that do not reallyreally feel at ease with the existence of a solitary black blemish or pimple damaged spoton their facial area? Quite a few utilizes skin whiteners in order to get free of thisparticular issue. However, along with the plenty of skin whiteners within themarketplace, which one particular must you select?


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ARTICLE 8

Face Whitening CreamsBy: Kelan Grady | - Extrapone Nutgrass is a good natural whitening ingredient thatshould be searched for. When it comes to skin whitening ingredients, there are a hefty lot

of them in the market. However, Extrapone Nutgrass has been proven more effective inpreventing excessive melanin production in a few short weeks thereby reducing andeliminating dark pigmentations and surface age spots.

One example of a common skin lightening ingredient is hydroquinone.

ARTICLE 9

Skin Whitening With Bio ClaireBy: Bart Icles | - Wanting lighter or paler skin might sound unusual to people fromcountries in the Western world. However, in many other countries, skin whitening ispractically a common process among many women, particularly those who are born withdarker complexion or have dark spots or marks on their skin; those who have experiencedsunburn or tanning, with their skin not returning to their original shade, also use skinwhiteners. These are absolute musts in cultures and places where lighter skin is seen as a...

ARTICLE 10

Skin Whitening With Natural WayBy: jony rich | - The fact is that this may be possible with a little dedication and researchright. There are several homemade skin whitening products that can help you be morefair.

Apply sunscreen before leaving home. It will protect your hard sunlight. It is advisable towear sunglasses to protect your eyes and face of the pollutants.

If you're looking to buy any skin lightening cream to black, try to get in touch with yourfriends. If any of them have the same skin type and used no ...


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ARTICLE 11

Oily Skin: Its Skin Care RegimeBy: Stone Keron | - Oily skin is definitely a cause for embarrassment when you go out fora party or a get-together.No makeup can withstand for a long time and you will start

looking dull, boring and so unkempt. Skin care regime therefore becomes highly essentialfor all those who have oily skin. There are a whole lot of oily skin products that wouldhelp in overcoming the woes of having such a slimy skin. No doubt, there is a belief thatpeople who have such a skin do not appear to age quickly on the external face.

ARTICLE 12

Skin Protection Day CreamBy: Dr. bruswiliams | - Most of us wear a Skin Protection Day Cream for at least 8-10hours a day 7 days a week. When you consider how many hours this adds up to, your day

cream needs to contain beneficial ingredients that will deliver immediate visible results.

I learned the truth about what my skin really needed and it was Hydration! Most anti-aging day creams and other anti-aging skin care products on the market today containingredients that are molecularly to large to be absorbed into the skins surfac ...

ARTICLE 13

The Real Deal On Skin Care DevicesBy: Michi A. | - Women always want to look and feel beautiful that's why they areconstantly seeking ways on how to maintain their skin. As we all know, having a perfectskin has always been equated to beauty. Blame it on the media and the standards that theyhave imposed on beauty. Using moisturizers, slathering anti aging and whitening creams,undergoing cosmetic procedures and getting skin injectables are among the popular waysthat women do to beautify their skin. Using skin care devices is also another way ...


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ARTICLE 14

Article: 'Fairness creams' target both genders, well, fairly.(Global Idea

Network)(Brief article)

Eyline: Mythili Chandrasekar

"fairness creams'' are a large product category for women in India. Over the years, thepromise of these creams has moved from "you can find a husband'' to "you can get a job.''Progressive ads show women as having the upper hand in choosing partners, and the jobsthe protagonists in the ads get have changed from air hostess (traditionally a "modern''profession) to cricket commentator.

ARTICLE 15

ALL IS FAIR IN THIS MARKET (Hindustan Lever Ltd's Fair and Lovely is the

market leader with a 53 percent share).

Asia Africa Intelligence Wire

| September 05, 2002 |

(From India Business Insight)

The Rs700-crore skin fairness products market is estimated to be growing at 10-15percent per annum. Hindustan Lever Ltd's Fair and Lovely is the market leader with a 53percent share. CavinKare's brand Fairever with about 12 percent market share standssecond and Godrej's FairGlow third with 3.5 percent market share. Himalaya Drug Corecently forayed into this segment and expects to garner a 2 percent market share. Theother players in the field are Emami with its Gold Turmeric and Naturally Fair andRevlon with its


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CHAPTER 2

RESEARCH DESIGN


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Research can be defined to be search for knowledge or any systematic investigation to establish

facts. The primary purpose for applied research (as opposed to basic research) is discovering,

interpreting, and the development of methods and systems for the advancement of human

knowledge on a wide variety of scientific matters of our world and the universe.

Research design can be thought of as thestructure of research -- it is the "glue" that holds all of

the elements in a research project together. We often describe a design using a concise notation

that enables us to summarize a complex design structure efficiently.

The research process consists of the following steps :

PROBLEM RECOGNITION AND DEFINITION CREATING THE RESEARCH DESIGN SAMPLING DATA COLLECTION DATA ANALYSIS VALIDITY AND RELIABLILITY SUMMARY


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TITLE OF THE PROJECT REPORT

A study on the consumer buying behaviour regarding different mens fairnesscreams in Bangalore.

STATEMENT OF THE PROBLEM

The study is done to determine the reason as to which

1) Some consumers are reluctant to buy fairness cream from the shelves

2) Younger consumers are ready to buy

3) Consumers choose a particular brand

RESEARCH HYPOTHESIS

The study is done to determine the reason as to which

1) There is an association between age and buying behaviour2) There is an association between experience and buying behaviour3) There is association between awareness and buying behaviour


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SCOPE OF THE PROJECT

The study intends to cover the promotional activities done by the various fairness cream brands

to motivate buying behaviour of their consumers.

It will help understand the reason for the variation in the buying behaviour in the consumers

It will help understand the reason as to why young consumers prefer the product

It will help us understand about the leading brand in this area

OBJECTIVES OF THE STUDY

1. To examine the different strategies used by the cosmetic companies.2. To study the recent trends.3. To evaluate the performance of the consumers to buy the product4. To understand the basic psychology principles used.5. To understand their impact or effect of the product on the consumers.

SAMPLING TECHNIQUES

Random sampling

Simple random sample: - a subset of individuals (a sample) chosen from a larger set (a

population). Each individual is chosen randomly and entirely by chance

An unbiased random selection of individuals is important so that in the long run, the sample

represents the population. However, this does not guarantee that a particular sample is a perfect

representation of the population. Simple random sampling merely allows one to draw externally

valid conclusions about the entire population based on the sample.


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The sample size here is 50

Sampling is that part of statistical practice concerned with the selection of individual

observations intended to yield some knowledge about a population of concern, especially for the

purposes of statistical inference.

Researchers rarely survey the entire population for two reasons: (1) The cost is too high and (2)

The population is dynamic, i.e., the component of population could change over time. There are

three main advantages of sampling: (1) The cost is lower, (2) Data collection is faster, and (3) It

is possible to ensure homogeneity and to improve the accuracy and quality of the data because

the data set is smaller.

Each observation measures one or more properties (weight, location, etc.) of an observable entity

enumerated to distinguish objects or individuals. Survey weights often need to be applied to the

data to adjust for the sample design. Results from probability theory and statistical theory are

employed to guide practice. In business, sampling is widely used for gathering information about

a population.

Process

The sampling process comprises several stages:

y Defining the population of concerny Specifying a sampling frame, a set of items or events possible to measurey Specifying a sampling method for selecting items or events from the framey Determining the sample sizey Implementing the sampling plany

Sampling and data collectingy Reviewing the sampling process


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Simple random sampling

In a simple random sample ('SRS') of a given size, all such subsets of the frame are given an

equal probability. Each element of the frame thus has an equal probability of selection: the frame

is not subdivided or partitioned. Furthermore, any givenpairof elements has the same chance of

selection as any other such pair (and similarly for triples, and so on). This minimises bias and

simplifies analysis of results. In particular, the variance between individual results within the

sample is a good indicator of variance in the overall population, which makes it relatively easy to

estimate the accuracy of results.

However, SRS can be vulnerable to sampling error because the randomness of the selection may

result in a sample that doesn't reflect the makeup of the population. For instance, a simple

random sample of ten people from a given country will on average produce five men and five

women, but any given trial is likely to over represent one sex and under represent the other.

Systematic and stratified techniques, discussed below, attempt to overcome this problem by

using information about the population to choose a more representative sample.

SRS may also be cumbersome and tedious when sampling from an unusually large target

population.

SAMPLE SIZE

People from the age of 16- 50

Type of research

Applied research

It is use of basic research or past theories, knowledge and methods for solving an existing

problem. It deals with practical problems. It is opposed to pure research which is not problem-

oriented but for the increase in knowledge which may or may not be used in future.


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DATA COLLECTION

a. Primary Data: Primary data has been collected using questionnaire and interviews.

b. Secondary data: Secondary data has been obtained from the internet.

In primary data collection, you collect the data yourself using methods such as interviews and

questionnaires. The key point here is that the data you collect is unique to you and your research

and, until you publish, no one else has access to it.

There are many methods of collecting primary data and the main methods that have been used in

this research include:

y questionnairesy interviews

Secondary data is data collected by someone other than the user. Common sources of secondary

data for social science include censuses, surveys, organizational records and data collected

through qualitative methodologies or qualitative research. Primary data, by contrast, are collected

by the investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent collecting data and,

particularly in the case of quantitative data, provides larger and higher-quality databases than

would be unfeasible for any individual researcher to collect on their own. In addition to that,

analysts of social and economic change consider secondary data essential, since it is impossible

to conduct a new survey that can adequately capture past change and/or developments.


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DATA ANALYSIS

Interpretation of data and its analysis using statistical methods and graphs.

LIMITATIONS OF THE STUDY

y Not much information was revealed by the companies, as the executive personnel wanted tokeep certain information secret.

y The time to complete the project is too little.y The area covered under the study is vast.

FINDINGS

The conclusion or answers done on this topic can only be determined after the

actual study is done and interpretation of the data collected is completed

Suggestion

I felt that the following suggestions would be considered before buying a fairness

cream

1) If the promises made by the product are true2) More promotional activities must be conducted


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CONCLUSION

The research project will help us understand the human psychology and their reason to choose

one product or a brand from the other. It also helps us understand how the different marketing

strategies help the consumer choose the best product

RESPONDENTS PROFILE

Fifty respondents were asked to fill up questionnaires. The Respondent population was as

follows:

Youth ( between 16 and 30) 30 Older population (between 31-50) - 20

The Respondents were limited to Bangalore.


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CHAPTER 3

DATA ANALYSIS AND

INTERPRETATION


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The process of the collection, organization, and interpretation of numerical data, especially the

analysis of population characteristics by inference from sampling is known as Data Analysis and

Interpretation.

Scientific data collection involves more care than you might use in a casual glance at the

thermometer to see what you should wear. Because scientists build on their own work and the

work of others, it is important that they are systematic and consistent in their data collection

methods and make detailed records so that others can see and use the data they collect.

But collecting data is only one step in a scientific investigation, and scientific knowledge is much

more than a simple compilation of data points. The world is full of observations that can be

made, but not every observation constitutes a useful piece of data. For example, your

meteorologist could record the outside air temperature every second of the day, but would that

make the forecast any more accurate than recording it once an hour? Probably not. All scientists

make choices about which data are most relevant to their research and what to do with that data:

how to turn a collection of measurements into a useful dataset through processing and analysis,

and how to interpret those analyzed data in the context of what they already know. The

thoughtful and systematic collection, analysis, and interpretation of data allow it to be developed

into evidence that supports scientific ideas, arguments, and hypotheses.

Following is the graphical representation and interpretation of the survey

conducted with the help of a Questionnaire.


33/45

RESULTS OF THE SURVEY

Age

16-20 15

20-30 15

30-40 3

40-50 17

Total 50

Interpretation

From the survey conducted I have tried to target all age groups and make this project asinformative as possible so as to know the behavior of consumers towards fairness creams fromall age groups. Every age group has a different opinion and this opinion is what I am trying tounify in this project.

15 15

3

17

0

2

4

6

8

10

12

14

16

18

16-20 20-30 30-40 40-50

Frequency

Frequency


34/45

2914

7

Occupation

student

business

others

occupation frequency

student 29

business 14

others 7


35/45

5 5

23

10 10

1

14

0

2

4

6

8

10

12

14

16

16-20 20-30 30-40 40-50

yes

no

Age yes no

16-20 5 10

20-30 5 10

30-40 2 1

40-50 3 14


36/45

2

14

23

11 7

2

Fairness cream brands

EmamiFair& Handsome

Garnier

Nivea

Fairone

Fairever

Menz Active- Fair & Lovely

others

Fairness cream brands

EmamiFair& Handsome 2

Garnier 14

Nivea 23

Fairone 1

Fairever 1

Menz Active- Fair & Lovely 7

others 2

Total 50


37/45

5

2

15

27

0

5

10

15

20

25

30

weekly Fornightly Monthly On Impulse

Frequency of use

Frequency of use NO

weekly 5

Fornightly 2

Monthly 15

On Impulse 27


38/45

21

17

8

3

Factors Affecting Purchase

Advertisements

Suggestions from friends

Attractive Displays

Brand Ambassador

Factors affecting Purchase No

Advertisements 21

Suggestions from friends 17

Attractive Displays 8

Brand Ambassador 3


39/45

36

7

3

3

Prefernce of Brand

Quality

Reliabilty

Price

Content

Preference of brand No

Quality 36

Reliabilty 7

Price 3

Content 3


40/45

39

46

0

5

10

15

20

25

30

35

40

45

Buy it yourself Borrow from your friend Sample

Acquisition of Product

Acquisition of Product No

Buy it yourself 39

Borrow from your friend 4

Sample 6


41/45

14

27

6

2

Purpose

Lighten your complexion

Sunguard

Aftershave

Impulse

Purpose No

Lighten your complexion 14

Sunguard 27

Aftershave 6

Impulse 2


42/45

13

6

23

7

00

5

10

15

20

25

Fairness

property

Smell Sunguard Package Otherinfluence

Attribute of the product

Attribute of the product No

Fairness property 13

Smell 6

Sunguard 23

Package 7

Otherinfluence 0


43/45

Rating Rating

1 7

2 11

3 16

4 9

5 6

1

2

3

4

5

Rating

1

2

3

4

5


44/45

0 5 10 15 20 25 30 35

Price

Quality

Package

Experience

10

32

2

5

Product Preference

Product Preference No

Price 10

Quality 32

Package 2

Experience 5


45/45

62

2

831

Brand Loyalty

Lower Prices

More incentives

BiggerCelebrity Brand

Ambassador

Better content

Brand Loyal

Brand Loyalty No

Lower Prices 6

More incentives 2

Bigger Celebrity Brand

Ambassador 2

Better content 8

Brand Loyal 31

Date post:	03-Apr-2018
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47986901 Research Project Final

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