Slide 1

Research Project Report

On

Consumer Buying Behavior Towards Fairness Creams With Special Reference To Lucknow Region

By- NiharikaMBA 2nd year1305270033

The fairness cream products form a part of the skin & body care segment of the cosmetic products portfolio.Skin-care, a crowded market, estimated at Rs 21 billion, has been growing at a rate of 16%.Besides Lakme, Ponds and LOreal, others significant players in this category include VLCC, Biotique, Revlon, Amway, Avon and Maricos Kaya.Some well known brands

Fairness Creams

Objective Of The StudyTo study the impact of the brands of fairness creams on the consumers buying behavior.

To find the popular brand of fairness cream.

To find the attractive features of fairness cream.

RESEARCH METHODOLOGYType of research study: It is an exploratory type of research study.

Universe of study: Lucknow region

Sample size: The sample size is 60.

Data Collection1. Primary DataPrimary data is collected through questionnaires by 60 respondents from Lucknow City.2. Secondary DataRelevant information gathered from magazines, newspapers and project reports that form the secondary data.Analysis and Interpretation: Percentage analysis is applied to analyze the primary data obtained.

Data analysisWhich brand or cream are you using currently?

The preferred factor that influence your purchase decision while buying fairness creams?

Which brand do you prefer to buy?

What are the reasons for your shifting from past brand to current brand?

What is that you particularly like about current brand that you are using?

Is there anything that you dislike about current brand?

From where did you buy the products?

Do you feel any difference while buying from exclusive outlet of company?

What kind of difference you feel while buying from company's outlet?

FindingsThe important factors that influence the purchase decision are price, brand image and quality.The most preferred brand is Fair n Lovely.People are using their preferred cream for more than 6 months but there are people who change their cream frequently.Mostly people change their cream because they do not found their cream up to the mark.Most of the consumers want a oil free fairness cream with good sun protection factor.Conclusions Fair & Lovely is ranked as the best brand.Perceptual bias among the consumers: Brands which are ranked the highest for one factor are also the highest preferred in terms of other factors.The choice of a new brand gives maximum weightage to quality of new brand and price.Friends are the most influential factor when it comes to purchasing a brand of fairness cream. LimitationsTime constraint: most of the data gathered was through convenient samplingLow response rate was observed when the survey was floated. The limited sample responses collected may not present a fair representation of the population at large.As the females with less than 35 years of age were easily accessible, who are also consumers of the fairness cream, the population never included male population nor the older female population. Due to this, the results of this report cannot be generalized for the entire customer base.Due to limited number of samples, validation was not possible.

Suggestions To the company :

They should improve the quality of creams as the creams are thick in consistency with results in oiliness and thus gives a dull and tired look.They should reduce the price of cream so that more number of females can use their creams.They should not use any harmful chemical that can cause skin damage in long term.There should not be any difference in the prices and quality of the creams from the general market and exclusive outlets.It is companys responsibility to provide the proper information about the usage of cream.Thank You