Fairness creams have become a vital product for the Indian FMCG companies inincreasing their overall sales due to the importance given by Indian consumers towardsfairness. As India is a country known for its diverse consumers in different parts of the country preferring different brands. Hence,this report aims to identify the brand preference of consumers towards fairness creams.The questioner also examines the factors influencing consumers in preferring various brands of fairness creams. The data was collected in KOTA city of RAJASTHAN,
India among 150
.The market size for fairness cream in India was estimated to be Rs.800 crore. The marketgrowth rate ranges between 15 – 20% on a year-to-year basis. The market of fairnesscream is wide in India as
is a country known for its diversity different brands areused in different parts of the country. The brands which are very successful in northern part of the country may not find a place in South India Similarly some brands aresuccessful in rural areas and tier II cities whereas not in cities and metros. Here arises theneed for a study on brand preference.This report includes the marketing mix, the factors influencing, consumers buyingdecision, the key findings of the product category, suggestions for improvement in the present scenario.The classification of the product on different parameters according to the customer.
The market especially in context with females
The factors influencing brand preference for fairness creams.
The business environment factor affecting the product category.
To find out the brand preference for fairness creams.