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Abstract Fairness creams have become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. As India is a country known for its diversity different consumers from different parts of the country prefer different brands. Hence, this paper aims to identify the brand preference of consumers towards fairness creams. The paper also examines the factors influencing consumers in preferring various brands of fairness creams. The data was collected in Coimbatore city of Tamilnadu, India among 150 survey respondents. Keywords: Fairness creams; Brand Preference; Coimbatore. Full Paper Introduction The market size for fairness cream in India was estimated to be Rs.800 crore. The market
Emami's 'Fair and Handsome'. The brands which are very successful in northern part of the country may not find a place in South India. The leading players in the market includes Hindustan Lever Ltd. Vicco and Himalaya share the rest of the market share. (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare's 'Fairever' with 15 percent of the market share.. Hence. Here arises the need for a study on brand preference. this research survey has been conducted in Coimbatore city of Tamilnadu (an important tier II city in India) to identify the brand preference for fairness creams in this locality.growth rate ranges between 15 – 20% on a year-to-year basis. Similarly some brands are successful in rural areas and tier II cities whereas not in cities and metros. It has been estimated that males constitute 20 percent of the total sales for fairness creams in India. Other important players like Godrej's 'Fairglow'. As India is a country known for its diversity different brands are used in different parts of the country. The existing players are focusing upon improving the quality and ingredients and new players are also invading the Indian market. Objectives .
The sample size was 150 and the sampling technique used is convenience sampling.i. Limitations . Consumers of various age groups have been conducted with the research survey. The research design involves descriptive style. India. To study the factors influencing brand preference for fairness creams iii. Personal interview has been conducted among the target respondents. The research instrument used was questionnaire and it comprises both open and close-ended questions. The major reason for choosing Coimbatore is its demographic outlook (which includes both educated and uneducated. peoples from different parts of the country particularly from Kerala and changing income level) and Coimbatore being considered as one of the important Tier II cities of India. To identify the source of awareness for fairness creams Research Methodology Primary data has been collected for the research study in Coimbatore city of Tamilnadu. To find out the brand preference for fairness creams in Coimbatore city ii.
33 4 No marks 1 . Limited number of respondents has been chosen due to time constraint and this could affect the accuracy of result to certain extent.Chances of respondents' bias are involved in the research.33 2 Fairever 3 2 3 Vicco 2 1. Analysis and Interpretation Table No: 1 Brand Preference and Top of the Mind Awareness (TOMA) for fairness creams* Brand No.67 5 Fair & 10 6. As the research is restricted with Coimbatore city of Tamilnadu.67 Handsome Others** Total 150 * Since Brand Preference and Top of the Mind Awareness results are same both have been included in the same table. . India the results are not applicable to other parts of the State or country. of % of Rank Preferred Respondents Respondents Fair & 45 30 1 Lovely 89 59.
Interpretation: From the above table it can be inferred that nearly 60 percent of the respondents prefer HLL's 'Fair & Lovely' when comparing with any other brand. Table No:2 Factors influencing brand preference Factors Fairness Sunscreen Fragrance No. Samay's 'Fair & Fresh'. of Respondents 69 42 39 % of Respondents 46 28 26 . 'All Fair'. Top of the mind awareness is also same for 'Fair & Lovely'. Oriflame's 'Love A Fair' and other regional brands. It can also be inferred that 30 percent of the respondents prefer Cavin Kare's 'Fairever' and are aware of them.** Others include 'Fem'. Godrej's 'Fairglow'. Emami's 'Fair & Handsome' has been preferred by very few when comparing with others and the awareness is also poor.
of Awareness Respondents Friends and/or 13 relatives 15 Family members 4 Retailers 80 recommendation 8 Television 30 Commercials (TVCs) Newspaper Ads Magazine Ads Total 150 % of Respondents 8.33 20 .67 10 2.Total 150 Interpretation: It can be inferred from the above table that nearly 50 percent of the respondents use fairness creams in order to get 'fairness' Table No: 3 Source of Awareness for fairness creams Source of No.67 53.33 5.
This shows their 'brand loyalty' towards existing brand of fairness creams. of Respondents 4 146 150 % of Respondents 2. .Interpretation: From the above table it can be inferred that more than 50 percent of the respondents are aware of fairness creams through TVCs.67 97. Table No:4 Consumer intention towards replacing their existing brand of fairness creams Consumer Intention To replace Not to replace Total No.33 Interpretation: From the above table it can be inferred that more than 95 percent of the respondents are not interested in replacing their existing brand of fairness creams.
Table No: 5 Classification of fairness cream users based on Age Age Less than 25 25 – 35 35 – 45 More than 45 Total No.67 11.33 16 Interpretation: From the above table it can be inferred that most of the respondents who use fairness creams are youngsters as it was clear from the table that 42.67 percent of them belong to the age group of '25 – 35' and 30 percent of them belong to the age group of 'Less than 25' Table No: 6 Classification of fairness cream users based on Sex Sex No. of Respondents % of Respondents . of Respondents 45 64 17 24 150 % of Respondents 30 42.
67 Interpretation: From the above table it can be inferred that more than 75 percent of the respondents who use fairness creams were 'females'.33 2. Table No:7 Classification of fairness cream users based on Education No. of Respondents School 86 Under 52 graduation 6 Post graduation 2 Professional 4 Diploma Total 150 Education % of Respondents 57.33 34.33 76.67 4 1.Male Female Total 35 115 150 23.67 Interpretation: From the above table it can be inferred that nearly 60 percent of the .
of Respondents 128 22 150 % of Respondents 85. Table No:8 Classification of fairness cream users based on Annual Income Annual Income Less than Rs. It can also be inferred that nearly 35 percent of them have under graduation. 1 – 3 lakhs Total No. 1lakh Rs.fairness cream users have school level education.33 14.1 lakh. Findings .67` Interpretation: From the above table it can be inferred that around 85 percent of the fairness cream users have an annual income of less than Rs.
Consistent portion of them also prefer Cavin Kare's 'Fairever' and were aware of it. TVCs play an important role in creating awareness towards various brands of fairness creams.It has been found out that most of the consumers prefer HLL's 'Fair & Lovely' fairness cream. Most of the consumers buy fairness creams in order to get 'fairness'. Conclusion Fairness creams constitute a consistent proportion of income for the FMCG companies . Awareness can easily be created with these kinds of celebrity ad appeals. The awareness level of it was also higher for this brand. Only very few consumers prefer brands like Vicco. Suggestions As the market has been dominated by few players a new entrant or an existing player interested in improving the market share has to focus on 'fairness' as HLL's USP – Fairness in Six Weeks has worked better for it. The companies have to give importance for TVCs as most of the consumers were remembering the ad of Fair & Lovely television ad and the recent Fairever celebrity ad. Fair and Handsome and Fair glow. No marks.
Vikas Publishing House Pvt. Penguin India 4. other players in the market can also follow their philosophy of 'fairness'. Brand Management – The Indian Context. 3. White and Various Shades of Brown". Times of India . TVCs which were widely remembered and recognized by Indian consumers for fairness creams can be made use for creating the awareness for various brands of fairness creams. Ltd.in India. Hence. Bibliography 1. Ltd. Man from . "Men playing the fairness cream game". East West Books (Madras) Pvt. Black. YLR Moorthi. Big Brands Big Trouble – Lessons Learned the Hard Why. Ratna Bhushan. As most of the Indians are very much bothered about their colour complexion the fairness creams enjoy very good market growth rate when compared with other related product categories. It has to be communicated properly to the target audience. Jack Trout. As Fair & Lovely's USP has done wonders. It is not sufficient if a company has the right product with right quality. 2.
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