Consumer Behavior Study of Fair and Handsome Cream

PRESENTED BY:RATNESH KUMAR MISHRANIFT PATNAMFM -2

Need to study Consumer BehaviorPerson’s behavior

inconsistent as a consumer for brands

A business community that is ignorant of consumer preferences cannot possibly fulfill its obligations in a meaningful and responsive manner.

So here comes the need to study Consumer Behavior

Emami Fair and Handsome & its existence

Previously, domain of ladies only.

Male became more conscious for their look.

The growing demand of different cosmetics and skin care products for men proves that men are now taking care of their skin.

In year 2004“Fair and Handsome” conducted a survey to know the attitude of Indian customers towards use of cosmetics products.

Indian male take an average of 20 minutes in front of mirror to groom them compared with Indian female who take an average of 18 minutes in front of mirror at every morning.

This is also noticed that 25-30% of fairness products are purchased and used by male customers.

Male skin in India◦Three times more exposed to the sun UV rays

◦Five times more exposed to pollution

◦Twice more exposed to stress,

◦More Abused by abrasive shaving blade action than women's skin.

Need for male cream

Total Fairness cream market

Indian fairness creams market is estimated at Rs.800 crores. (Star Weekend Magazine, May 12, 2005) 

Indian male fairness cream market is estimated at Rs.200 crores. (Source: Media Research User Council, 2005)

Total Fairness cream market

Male fairness cream, 200

cr

Female fairness

cream, 600 cr

Fair & Handsome: Evolution of the Brand

After knowing the potential of this new segment

June 2005 launched 'Fair & Handsome in Andhra Pradesh (June 2005), Karnataka (August 2005) and nationally (October 2005)

Available across all over the country now.

International presence - Holland, Bangladesh, Nepal, Sri Lanka, Pakistan and Middle East

Customer profiling & Market Segmentation

Characteristics Customer ProfileFamily Income 1 lakh-5 lakh annually

Age 15-35

Gender Male

Education High school and college educated

Geography Anywhere in India

Loyality Loyal

Personalty Wishes to take charge of his destiny

Benefit expected Handsome look, Fairness

Source: India Infoline

Target Groups

Income Full Size packTarget group: 1-10 lakhUser group: 3-5 lakh

Trial packTarget and user group< 1 lakh

Age Target and user group: men

Gender Target and user group: men

MotivationNeed for men's cream among

consumerSeek recognition

PerceptionFair and handsome cream is

being positioned as the fairness cream that can make men handsome and also attractive to girls.

Fair and handsome provides quality as per the price.

InvolvementEmotional appeal of Fair and

Handsome cream caused more involvement of men towards this brand

It is identified with particular group of people i.e. men group only

PersonalityBrand ambassador: Shahrukh

KhanConsumer wants to be like

him and wishes to take charge of his destiny so he choose the cream for becoming handsome.

Self image

Aspiration, upward mobilityConsumers want to become the

dream boy of their girlfriends and wives, and of course can go to any extent. This urge of a man has been well depicted in the Fair and Handsome ad where a boy enters a girl hostel to steal their fairness cream

ImageryBrand salience, as evaluated by

the degree of "top of the mind recall" and "brand awareness" is good which leads to repeat purchase decision

AttitudeEmami annual turnover has

increased with the introduction of Fair And Handsome cream because of behavioural intention of consumer i.e. to buy the brand

CommunicationInformed potential customers

◦TV commercial "Hi Handsome, Hello Handsome" 

◦Print advertising "Hey man, are you using lipstick?

Then why you are using fairness cream of female?“

Induced product trials of 9 mlSecured distribution

CompetitorsFair & Handsome   Fair & LovelyFair & Lovely Menz ActiveFaireverFair GlowPond's Fairness CreamPonds Cold CreamParas FreshiaNivea whitening cream

 Lakme Sun-Screen Lotion Lakme Sun-Screen Cream Himalaya's Fairness Cream Shahnaz's Fair One Ozone's No-Marks, etc.

APPROACH TOWARDS STUDY

Sample: The sample for the survey includes Patna

Sample Size: The sample size was 30 respondents.

Target Respondents: Age Group 18-35

Target Respondent Definition:◦Target customer for the brand.

Source of Sample: Preliminary Survey

Brand Preference and Top of the Mind Awareness (TOMA)

Brand Preferred % of respondents highly preferred the brand

No of respondents

Fair and handsome 56.66 17

Lakme Sun sreen lotion 16.66 5

Fair and lovely 3.33 1

Lakme sun screen cream

16.66 5

Menz Active 16.66 5

Ponds cold cream 3.33 1

Himalaya Fairever 6.66 2Interpretation: From the above table it can be inferred that nearly 56% percent of the respondents preferred most 'Fair & Handsome' when comparing with any other brand. 

Factors influencing brand preference

Factors No. of Respondents

% of Respondents

Fairness 17 56.66

Sunscreen 7 23.33

Fragrance 1 3.33

After shave moisturiser

4 13.33

Interpretation: It can be inferred from the above table that nearly 56 percent of the respondents use fairness creams in order to get 'fairness'  

Source of Awareness

Source of Awareness No. of Respondents % of Respondents

Television Commercials (TVCs)

21 70

Newspaper Ads  4 13.33

Retailers recommendation

2 6.66

Friends and/or relatives

3 9.99

Family members 0 0

Magazine Ads 0 0

Interpretation: From the above table it can be inferred that more than 70 percent of the respondents are aware of fairness creams through TVCs

Consumer intention towards replacing their existing brand

Consumer Intention No. of Respondents % of Respondents

To replace  5 16.66

Not to replace 25 83.33

Interpretation: From the above table it can be inferred that nearly 83 percent of the respondents are not interested in replacing their existing brand of fairness creams.  This shows their 'brand loyalty' towards existing brand of fairness creams.

Price perception compared to other brandsPrice level No. of

Respondents% of Respondents

High 8 26.66

Optimum 20 66.66

Low 2 6.66

Interepretation : Nearly 66% consumers perceived Fair and Handsome cream has optimum price

FindingMost of the consumers prefer Fair

and Handsome fairness creamConsumers buy fairness creams

in order to get 'fairness'.  TVCs play an important role in

creating awareness towards various brands of fairness creams.