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A MARKET SURVEY ON CONSUMER USAGE AND

SATISFACATION REGARDING
FAIR & LOVELY IN CUMBUM TOWN
A Report Submitted to Madurai Kamaraj University in Partial fulfillment of
the
Requirement for the Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION
By,
A.R.UDHAYA NILA
[Reg.No: B2220260]
Under the Guidance of
L.SARAVANA PRIYA, M.Sc., B.Ed., M.B.A.,

DEPARTMENT OF BUSINESS ADMINISTRATION
Hajee Karutha Rowther Howdia College
[Re-Accredited with “A” Grade by NAAC]
UTHAMAPALAYAM- 625 533.
FEBRUARY-2015

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CERTIFICATE
This is to certify that this project work on “A MARKET SURVEY ON
CONSUMER USAGEAND SATISFACTION REGARDING FAIR & LOVELY IN
CUMBUM TOWN” is the bonafide record of work done by A.R.UDHAYA NILA (REG.
NO.B2220260) of Hajee Karutha Rowther Howdia College, Uthamapalayam in partial
fulfillment of the requirement, For the award of the Bachelor of Business Administration.

Head of the Department

Signature of the Guide

Viva-Voce examination was conducted on.................................At
Hajee Karutha Rowther Howdia College, Uthamapalayam-625 533.

External Examiner

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ACKNOWLEDGEMENT
First of all, I wish to thank Hajee.M.SHEIK MOHIDEEN, President Of
Our College.
Our Sincere thanks to Hajee. M.DHARVESH MOHIDEEN, B.Sc.,
Secretary and Correspondent of our College, who gave me a good life through
Admitting in Our College.
I take this as a great opportunity to express my heartful thanks to the
Management Committee and our principal Hajee.
I Would also like to express my sincere thanks to Associate Professor
And
Head of the
Department Mr.A.ABDUL HAKEEM, M.Com.,
M.B.A.,M.Phil., Ph.D., who encouraged me to do this report.
I thank my guide Mrs. P.KAVIMANI M.Com., M.B.A., M.Phil.Who gave
me this valuable guidance and helped me to finish this project
Report successfully.
I also thank all the staff members of the Department of Business
Administration for their support in completing this project.
I also express my thanks to My Parents and Friends who helped me to
complete this project.

A.R.UDHAYA NILA
(Reg. No. B2220260)

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DECLARATION
I hereby declare that the project work on “A MARKET SURVAY ON
CONSUMER USAGE AND SATISFACTION REGARDING LION
DATES IN CHINNAMANUR TOWN” done for the partial fulfillment of the
degree of Bachelor of Business Administration is my original work and that it
has not previously formed the basis for the award of any other Degree, diploma,
fellowship or any other similar titles.

Date :
Place : Uthamapalayam

Signature
A.R.UDHAYA NILA

(Reg. No. B2220260)

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CONTENTS
S.No

Contents

Page No.

1

Introduction

2

Company Profile

3

Product Profile

4

Objectives of the Study

5

Research Methodology

6

Data Analysis and Interpretation

7

Findings

8

Limitations

9

Suggestions

10

Conclusion

11

Bibiliography

12

Annexure

LIST OF TABLES

6

S.NO

PARTICULARS

1

CONSUMER USAGE OF FACE CREAM

2
3
4
5
6
7
8
9
10

11
12
13
14
15

RESPONDENTS OPINION ABOUT
PREFERENCE OF BRANDS
RESPONDENTS PREFERENCE ABOUT THE
TYPES
KNOWLEDGE ABOUT THE PRODUCT
RESPONDENTS OPINION ABOUT THE
BETTERMENT OF ADVERTISEMENT
REPONEDENTS OPINION ABOUT THE PLACE
OF PURCHASE
RESPONDENTS OPINION ABOUT THE
QUANTITIES OF PURCHASE
FACTORS INFLUENCING TO BUY
RESPONDENTS OPINION ABOUT THE
QUALITY
AVAILABILITY OF THE PRODUCT IN OUR
AREA

YEARS OF USAGE
RESPONDENTS OPINION ABOUT THE USAGE
PER DAY
RESPONDENTS OPINION ABOUT THE SIDE
EFFECTS
RESPONDENTS FEEL ANY MERITS OF USING
FAIR & LOVELY CREAM
KINDS OF MERITS

PAGE NO

NO PARTICULARS 1 CONSUMER USAGE OF FACE CREAM 2 RESPONDENTS OPINION ABOUT PREFERENCE OF BRANDS PAGE NO .7 16 17 18 19 RESPONDENTS FEEL THE CHANGES IN FACE RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR & LOVELY CREAM KIND OF IMPROVEMENT SATISFACTION TOWARDS THE FAIR & LOVELY FACE CREAM LIST OF TABLES S.

8 3 4 5 6 7 8 9 10 11 12 13 14 RESPONDENTS PREFERENCE ABOUT THE TYPES KNOWLEDGE ABOUT THE PRODUCT RESPONDENTS OPINION ABOUT THE BETTERMENT OF ADVERTISEMENT REPONEDENTS OPINION ABOUT THE PLACE OF PURCHASE RESPONDENTS OPINION ABOUT THE QUANTITIES OF PURCHASE FACTORS INFLUENCING TO BUY RESPONDENTS OPINION ABOUT THE QUALITY AVAILABILITY OF THE PRODUCT IN OUR AREA YEARS OF USAGE RESPONDENTS OPINION ABOUT THE USAGE PER DAY RESPONDENTS OPINION ABOUT THE SIDE EFFECTS RESPONDENTS FEEL ANY MERITS OF USING FAIR & LOVELY CREAM 15 KINDS OF MERITS 16 RESPONDENTS FEEL THE CHANGES IN FACE 17 18 RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR & LOVELY CREAM KIND OF IMPROVEMENT .

9 19 SATISFACTION TOWARDS THE FAIR & LOVELY FACE CREAM INTRODUCTION .

this kind of colorism. a fetish for the fair skin has existed in India for a long time. convent-educated. This craving to have lighter skinned brides and categorizing the "other" as the 'dusky lot' is directed only towards . let's face it. After all. Not to mention the scores of inputs coming from a certain quarter who want to help the "fair sex" get fairer through home remedies and special face packs which give the politely termed "dusky" girls a chance to illuminate their skins miraculously in a few days. Scenario today is not too different but has only gone deep and far. The minds of the masses have been interpellated with the bombardments of such 'ideological apparatuses' for eons and most people in India hardly notice anything grievously abnormal with statements like these. but what is significant is the fact that it is mainly gender sensitive.10 INTRODUCTION Obsession for fairness has been there forever. beautiful bride wanted"-screams the matrimonial section of a reputed newspaper or a magazine. it’s as old as the civilization. "Fair.

and Fair & Hairy." Underneath the entire propaganda lurks the phallocentric idea that appearance is the only tool that a woman has to navigate the job market. largely because they're judged more by their earning power than their looks. Fairever.and not necessarily for the better. Thus the race/color question intricately merges with sexism which compels women to be beautiful. especially in the marriage market. But "dark" and "fair" are relative terms. and Fair & Lovely. no matter how many coats you could hang from her nose. you'll soon see new beauty products such as Fair Guy. . our society has managed to get men more obsessed. men are using products such as Fair Glow. Instead of getting women less obsessed with complexion. on the other hand. Most users of fairness creams probably consider themselves dark-skinned. dark and handsome" would get far more attention from women than a single writer who's "tall. A recent survey commissioned by the Media Researchers Users Council (MRUC) found that 32% of fairness cream users in India are men! Yes. If a woman is dark-skinned. have never had to obsess over their complexion. even if her personality were as topnotch as her plastic surgeon." but fairer than the woman calling herself "as fair as Snow White. It's no major revelation that the skin-lightening obsession in Indian society is more prevalent among women than men. thereby denying her even a miniscule portion of subjectivity. A single doctor who advertises himself as "tall. Fairmale. she is automatically beautiful. fair and unemployed. If a woman is fair-skinned. The woman calling herself "very fair" in a matrimonial ad may be darker than the woman calling herself "medium-complexioned.the only means of survival left for her in the society. If this continues. trying hard to prove that women are no longer the fairer sex. with the underlying idea that the future of such "olive skinned" or dusky women is at stake." The situation may be changing though . she'd have almost no chance of winning the Miss.11 women in India. fair and lovely. Men. India contest.

. arent they beautiful. the Ultimate Rekha. Janet Jackson.Nanditha Das are all dusky women. COMPANY PROFILE . Even on the international scene Naomi Campbell..12 While on the topic I just can’t resist pointing out the fact that some of our best actresses like the Late Smita Patil. If you still dont agree then how about the unquestionable Glam queen of Bollywood.. Shabana Azmi.I can go on the list is endless of people who have proved that Black is also beautiful. Halle Berry. she isn’t the fairest(again as in skin color) of them all.

earlier called Hindustan Lever Limited (HLL) was established in 1933 as Lever Brothers India Limited. tea. detergents and shampoos amongst others with over 700 million Indian consumers using its products . HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps.13 COMPANY PROFILE Hindustan Unilever Limited (HUL). with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. 000 crores. HLL is also one of the country's largest exporters.10. The company has combined volumes of about 4 million tonnes and sales of Rs. the Government of India has recognized HLL as a Golden Super Star Trading House. Hindustan Lever Limited (HLL) is India's largest Fast Moving Consumer Goods Company.

14 Type Public Headquarters Mumbai .com .Harish Manwani .000 Parent Unilever Website www. Chairman Douglas Baillie. India Key people Mr.hul. detergents Employees 41. soap. CEO Industry FMCG Products Tea.

but these ideas have stayed at the heart of our business. that life may be more enjoyable and rewarding for the people who use our products'. enabling people to enjoy food and take care of their homes. Over the years we've launched or participated in an ever-growing range of initiatives to source sustainable supplies of raw materials. And throughout we've created products that help people get more out of life – cutting the time spent on household chores. changing consumer lifestyles and advances in technology. This was long before the phrase 'Corporate Mission' had been invented. Through this timeline you'll see how our brand portfolio has evolved. to foster health and contribute to personal attractiveness. their clothes and themselves. look good and get more out of life' – a sentiment close to Lord Leverhulme's heart over a hundred years ago. support local communities and much more. Balancing profit with responsible corporate behavior In the late 19th century the businesses that would later become Unilever were among the most philanthropic of their time. Unilever's success has been influenced by the major events of the day – economic boom. our brands are helping people 'feel good. It was 'to make cleanliness commonplace. improving nutrition. More than ever. to lessen work for women.15 HISTORY Helping people get more out of life In the 1890s. making hygiene and personal care commonplace and improving nutrition through adding vitamins to foods that were already daily staples. In a history that now crosses three centuries. depression. Unilever still believes that success means acting with 'the highest standards of corporate behavior towards our employees. William Hesketh Lever. . world wars. At the beginning of the 21st century. Today. founder of Lever Bros. They set up projects to improve the lot of their workers and created products with a positive social impact. consumers and the societies and world in which we live'. wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. our Path to Growth strategy focused us on global high-potential brands and our Vitality mission is taking us into a new phase of development. protect environments. Even if their language and the notion of only women doing housework – has become outdated.

At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials.16 TIME LINE 19th century: Although Unilever wasn't formed until 1930. But instead they agree to merge . 1920s: With businesses expanding fast. But while the business rationalizes operations. 1900s: Unilever's founding companies produced products made of oils and fats. the companies that joined forces to create the business we know today were already well established before the start of the 20th century. so many businesses form trade associations to protect their shared interests. 1910s: Tough economic conditions and the First World War make trading difficult for everyone. it also continues to diversify 1940s: Unilever's operations around the world begin to fragment. but the business continues to expand further into the foods market and increase investment in research and development. companies set up negotiations intending to stop others producing the same types of products.and so Unilever is created 1930s: Unilever's first decade is no easy ride: it starts with the Great Depression and ends with the Second World War. . principally soap and margarine.

1970s: Hard economic conditions and high inflation make the '70s a tough time for everyone.17 1950s: Business booms as new technology and the European Economic Community lead to rising standards of living in the West. entering new markets and running a highly ambitious acquisition programme. so does Unilever and it sets about developing new products. but takes the decision to focus its portfolio. . 1990s: The business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories. while new markets open up in emerging economies around the globe 1960s: As the world economy expands. but things are particularly difficult in the Fast Moving Consumer Goods (FMCG) sector as the big retailers start to flex their muscles. 1980s: Unilever is now one of the world's biggest companies. and rationalize its businesses to focus on core products and brands. a five-year strategic plan. leading to the sale or withdrawal of two-thirds of its brands 21st Century: The decade starts with the launch of Path to Growth. and in 2004 further sharpens its focus on the needs of 21st century-consumers with its Vitality mission.

18 PRODUCT PROFILE .

19 PRODUCT PROFILE Product of Hindustan Unilever  Kwality Walls Ice Cream  Rin  Hamam  Wheel Laundry Detergent  Lifebuoy  Kissan  Rexona  Annapurna  Lux  Pond's  Liril  Vaseline  Moti Soaps  Lakmé  Breeze  Clinic Plus  Lipton Tea  Clinic All Clear  Brooke Bond Tea  Sunsilk and Lux Shampoos  Bru Coffee  Vim  Pepsodent  Ala Bleach  Fair & Lovely  Domex  Close Up  Pureit Water Purifier  Surf .

 .

    .

    ONE OF THE MOST FAMOUS PRODUCT OF HINDUSTAN UNILEVER .

All Fair & Lovely ingredients have been safety cleared and are all approved for cosmetic products as per local regulations.The product was then marketed nationally in 1978 the launch of Fair and Lovely was met with much enthusiasm. In 1988.  All the oil & fat used in Fair & Lovely products are of vegetable or synthetic origin only. Middle East and Africa.  Fair & Lovely was launched in 1978 in India.  All the ingredients used for the base are all widely used in personal care products globally and approved by agencies like the BIS (Bureau of Indian Standards) which work together to protect the skin from darkening and gently. (Pretty Old Product) Fair & Lovely is sold in over 30 countries worldwide. the brand went international. safely lightening the skin.     . These include countries across Asia. and is now available in 40 countries. Fair & Lovely does not contain Alcohol.   History:  The fairness cream brand was developed by Hindustan Lever Ltd (now Hindustan Unilever Ltd) in 1975. Fair & Lovely doesn’t contain any harmful ingredients.

There were various advantages for Fair and lovely such as.   The TV commercial of Fair and Lovely also shows highly depressed women and after use of Fair and Lovely she fulfill her dreams and meet with happiness  . This Brand also focuses on a specially designed marketing drive for villages. To verify.  With the modernization of consumer. it was first product to be launched of this kind in India.  With the transformation of women. The advertisement shows the whitening effect on its cover only by showing a face six times in whitening progression. instrument such as fairness meter is given along with the pack. brand is also modernizing.   Fair and Lovely has dominated the market for long period of time and nowadays also it is doing pretty well despite the increased competition both from domestic and international brands.   ADVERTISEMENTS   Advertisement has always been a great marketing mix for Fair and Lovely. rural or urban. brand is also transforming with their changing needs. “With the consumers brand is also growing. which is always considered to be acumen of marketing. it has backing by strong company like HUL. Furthermore.”   The tube of Fair and lovely has its presence in many homes whether they are rich or poor. It is the favourite of women of different age groups ranging from college going girls (even school girls) to older women.     SUCCESS STORY OF BRAND  The success of a brand depends on various factors such as right product at right time to right consumers with right marketing efforts. With a pack of Fair and Lovely. as woman becomes fairer she is even more happier depicted by showing two pictures of woman as before use and after use. All this is because of loyal customer base it has created through great marketing efforts of the company. the company doesn't only sell the product but also hopes.

    MARKETING IS DIVIDED INTO THREE PHASES         CONTROVERSIES  Initially. the advertisement campaign which was launched by Fair and lovely was somewhat biased toward darker skin and .

      MEETING DEMANDS OF CONSUMERS   Positioning of brand keeps on changing with evolving customers. advertisements have also started evolving about achieving career. HUL did not create prejudice.      When to Use?  . This can be supported by Airhostess ad. Fair and Lovely has always listened to their customers needs and has changed accordingly thus becoming one of the favourite brands of its followers. Initially advertisements were focused on aspiration of girl getting the right man. it already existed there.attracted a fair share of controversies with people blaming that fair and lovely mixed beauty with fairness. self achievement etc. But now the advertisement campaign which is focused on “fulfilling the dreams” and "transforming the women”. but as aspirations kept on changing. Ayurveda ad. status. Cricket ad of Fair and Lovely. It used it to increase selling of its product.

 Fair & Lovely should be used 2 times a day preferably after washing the face so as to ensure that dirt.       WHAT FAIR & LOVELY SAYS ABOUT THEIR PRODUCTS?    More than the benefits given by our technology/products are reversible (that is once the product application is discontinued). The Fair & Lovely gets absorbed into the skin as soon as you rub it in gently. dust and grime are removed from the skin prior to applying the product. the consumer will revert back to their initial color/skin state within a few weeks. Fair & Lovely avoids leaving oily look. This is what makes our technology safe and unique. Fair & Lovely says that their products are suitable for all skin types and are not known to have any side effects. “Here are the photos of my Fair & Lovely Multi vitamin Cream”  There are 4 variants of Fair & lovely are available in the Market:  Fair & Lovely Multi vitamin Fair & Lovely Ayurvedic Cream Fair & Lovely Anti Marks Fair & Lovely Menz Active      .

           OBJECTIVES OF THE STUDY  .

         OBJECTIVES OF THE STUDY    Primary objective ¤ To find out the customer satisfaction level of the Fair & Lovely Fairness Cream in Cumbum Town.    Secondary objectives ¤ To know customer preference and needs about the purchase of the product. .

price variation of Fair & Lovely Fairness Cream. Pricing factors.                  RESEARCH METHODOLOGY . ¤ To make suitable suggestions for the improvement of production and marketing of Fair & Lovely Fairness cream. ¤ To study about People expectations.¤ To know the product usage and availability in the market.

which guides the data collection and analysis phases of the research project. It is a framework.        RESEARCH METHODOLOGY  Research methodology is a basic plan. which specifies the type course of the data collection periods. The data used in this survey are:  Primary data  Secondary data  Primary Data .  Data collection  Data collection is the process of collection the data by structured questionnaires enquiry.

Non-probability sampling      1. It is chosen in such a way that each member of a universe have a known chance of being selected. Probability or random sampling 2.  Sampling  Sampling means where only few units of population under study are considered for analysis is called sampling.  Systematic sampling  Stratified sampling  Cluster sampling  2.  Sampling Techniques  Sampling techniques used in the survey was random sampling.Non-Probability sampling .   Basically samples are two types 1.Probability Sampling  A probability sample is also called random sample.  Sample Size  The sample size taken for survey is 100 respondents. Primary data are generated when the research using personal investigates a particular problem at the hand primary 3 methods can collect data. It is a process of obtaining the information about an entire population by examining only a part of it.

 The Non-Probability sampling the chance of and particular unit in the population being selected is unknown since randomness is not involved in the selection process an estimate of the sampling error cannot be made. In our survey.  Questionnaire method  In this method a question considering list of question airing pertaining to the survey is prepared. If properly conducted their findings can be as accurate as those obtained from probability sampling. Booklets. This data are printed in nature. But this does not mean that the findings obtained from nonprobability sampling area questionable value.  Tool for Analysis  The contact method used in the survey is percentage analyzed method.           .  Secondary Data  Secondary data are those data. etc. which are collected from some earlier research work. There are blank spaces for answers. statistical. The questionnaire is sent to the respondents who have expected to write the answers in the blank spaces. information. I have followed random sampling method.

   DATA ANALYSIS AND INTERPRETATION          DATA ANALYSIS AND INTERPRETATION  This is an attempt to organize and summaries data in order to increase results.Usefulness in such a manner that enables the researcher to relate .

  Research Design  A marketing research design specifies a procedure for conducting and controlling the research project.   Percentage Analysis Method  Percentage analysis method to a specified kind of ratio percentage is used in making comparison between two or more series of data percentage to describe relationship.  Such as percentage averages and disappears since most marketing data are collected through the use of samples.        . the reliability of the summary estimates is required to be determined. Sometimes these organizing and summarizing of data requires the use of summary statistical measures. However. The choice of particular research design would follow from the problem.critical points with the study objectives.  In this survey the collected data are analyzed and interpreted by the percentage analysis method. As such there is no single best design. any marketing research study must explicitly state its plan about collecting and analysis data.

   DATA ANALYSIS               TABLE: 1  CONSUMER USAGE OF FACE CREAM  .

 NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  Yes  100  100  2  No  -  -   Total  100  100  Source: Primary Data   Among the 100 Respondents  100% of the Respondents are using Face cream.                 CHART: 1 .

 CONSUMER USAGE OF FACE CREAM  100 100 90 80 70 60 Percentage 50 40 30 20 10 0 YES NO 0 Particulars             TABLE: 2  RESPONDENTS OPINION ABOUT PREFERENCE OF BRANDS .

            CHART: 2 . SERIA L NUMB  NUMBER  PARTICULAR OF S RESPOND ER  1  2  PERCENT AGE ENTS  Fair & Lovely  Ponds white beauty  72  72  12  12  3  Garnier  16  16   Total  100  100  Source: Primary Data   Among the 100 Respondents  72% of Respondents are using Fair & Lovely face cream.  16% of Respondents are using Garnier face cream.  12% of Respondents are using Ponds White Beauty face cream.

 RESPONDENTS OPINION ABOUT PREFERENCE OF BRANDS  100 90 80 72 70 60 Percentage 50 40 30 20 12 16 10 0 Fair & Lovely Ponds white beauty Particulars               TABLE: 3 Garnier .

 22% of Respondents are using Fair & Lovely Winter Fairness cream.          .  25% of Respondents are using Fair & Lovely Anti marks cream. RESPONDENTS PREFERENCE ABOUT THE TYPES   NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  2  3   Advanced Multivitamin  Anti Marks  Winter Fairness  Total  38  53  18  25  16  22  72  100  Source: Primary Data   Among the 72 Respondents  53% of Respondents are using advanced Fair & Lovely multivitamin cream.

 CHART: 3  RESPONDENTS PREFERENCE ABOUT THE TYPES   100 90 80 70 60 53 50 PERCENTAGE 40 30 25 22 20 10 0 advanced multivitamin Anti Marks      Winter Fairness .

 35% of the respondents gets knowledge about Fair & Lovely Cream through Friends. .        TABLE: 4  KNOWLEDGE ABOUT THE PRODUCT   NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  Advertiseme nt  35  48  2  Magazines  12  17  3  Friends  25  35   Total  72  100  Source: Primary Data   Among the 72 Respondents  48% of the respondents get knowledge about Fair & Lovely Cream through Advertisement.  17% of the respondents get knowledge about Fair & Lovely Cream through Magazines.

         CHART: 4  KNOWLEDGE ABOUT THE PRODUCT  .

 100 90 80 70 60 50 48 Percentage 40 35 30 20 17 10 0 Advertisement Magazines      Friends .

      TABLE: 5  RESPONDENTS OPINION ABOUT THE BETTERMENT OF  ADVERTISEMENT   NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  Yes  34  47  2  No  38  53   Total  72  100  Source: Primary Data   Among the 72 Respondents  47% of the respondents says that the advertisement is enough for this brand  53% of the respondents says that the advertisement is not enough for this brand     .

        CHART: 5  RESPONDENTS OPINION ABOUT THE BETTERMENT OF ADVERTISEMENT  .

 100 90 80 70 60 53 50 47 Percentsage 40 30 20 10 0 YES NO       .

      .  69% of the respondents purchased from Retail Shops.  14% of the respondents purchases from Departmental stores.    TABLE: 6  REPONEDENTS OPINION ABOUT THE PLACE OF PURCHASE   SERIA L NUMB  NUMBER  PARTICULA OF RS  PERCENT RESPOND ER AGE ENTS  1  Whole seller  12  17  2  Retail shop  50  69  10  14  72  100  3   Departmental stores  Total  Source: Primary Data   Among the 72 Respondents  17% of the respondents purchases from Whole seller.

     CHART: 6  REPONDENTS OPINION ABOUT THE PLACE OF PURCHASE   100 90 80 69 70 60 50 Percentage 40 30 20 17 14 10 0 Whole seller Retail shop Departmental Stores .

            TABLE: 7  RESPONDENTS OPINION ABOUT THE QUANTITIES OF PURCHASE   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  25g  20  28  2  50g  22  30  3  80g  30  42   Total  72  100  Source: Primary Data   Among the 72 Respondents .

 42% of the respondents purchase 80g pack.  30% of the respondents purchase 50g pack.           CHART: 7  RESPONDENTS OPINION ABOUT THE QUANTITIES OF PURCHASE  . 28% of the respondents purchase 25g pack.

 100 90 80 70 60 50 42 40 30 28 30 20 10 0 25g 50g 80g       Percentage .

      TABLE: 8  FACTORS INFLUENCING TO BUY   NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  Quality  30  42  2  Smell  12  16  3  Skin suit  30  42   Total  72  100  Source: Primary Data   Among the 72 Respondents  42% of the respondents preferred for its Quality.  42% of the respondents preferred for its Skin suit     .  16% of the respondents preferred for its Smell.

        CHART: 8  FACTORS INFLUENCING TO BUY  .

 100 90 80 70 60 50 42 42 40 30 20 16 10 0 Quality smell Skin suit        Percentage .

 3% of the respondents feel about the quality is Poor.     TABLE: 9  RESPONDENTS OPINION ABOUT THE QUALITY   NUMBER  SERIAL NUMBER  PARTICUL OF ARS RESPOND  PERCENT AGE ENTS  1  Excellent  30  42  2  Better  40  55  3  Poor  2  3   Total  72  100  Source: Primary Data   Among the 72 Respondents  42% of the respondents feel about the quality is Excellent.  55% of the respondents feel about the quality is better.      .

       CHART: 9  RESPONDENTS OPINION ABOUT THE QUALITY  .

 100 90 80 70 60 55 50 Percentage 42 40 30 20 10 3 0 Excellent Better poor       .

      TABLE: 10  AVAILABILITY OF THE PRODUCT IN OUR AREA   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Yes  64  89  2  No  8  11   Total  72  100  Source: Primary Data   Among the 72 Respondents  89% of the respondents say that the product is easily available in our area.  11% of the respondents say that the product is not available in our area.        .

       CHART: 10  AVAILABILITY OF THE PRODUCT IN OUR AREA   .

 100 90 89 80 70 60 50 PERCENTAGE 40 30 20 11 10 0 YES NO       .

3 years.      .  28% of the respondents are using this product for 1 year.     TABLE: 11  YEARS OF USAGE   SERIA L NUMB  NUMBER  PARTICULA OF RS  PERCENT RESPOND ER AGE ENTS  1  Above 3 years  30  42  2  1-3 years  22  30  3  1 year  20  28   Total  72  100  Source: Primary Data   Among the 72 Respondents  42% of the respondents are using this product above 3 years.  30% of the respondents are using this product about 1.

    CHART: 11  DURATION OF USAGE  .

 100 90 80 70 60 50 PERCENTAGE 42 40 30 30 28 20 10 0 Above 3 years 1-3 years       1-year .

 62% of the respondents are applying Fair & Lovely twice a day.      .      TABLE: 12  RESPONDENTS OPINION ABOUT THE USAGE PER DAY   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Once a day  25  35  2  Twice a day  45  62  2  3  72  100  3   More than 2 times  Total  Source: Primary Data   Among the 72 Respondents  35% of the respondents are applying Fair & Lovely once a day.  3% of respondents are applying Fair & Lovely more than two times.

       CHART: 12  RESPONDENTS OPINION ABOUT THE USAGE PER DAY  .

 100 90 80 70 62 60 50 40 PERCENTAGE 35 30 20 10 3 0 Once a day Twice a day         More than 2 times .

      .     TABLE: 13  RESPONDENTS OPINION ABOUT THE SIDE EFFECTS   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Yes  10  14  2  No  62  86   Total  72  100  Source: Primary Data   Among the 72 Respondents  14% of the respondents says they have a side effect after using this product.  86% of the respondents says they have no side effects after using this product.

       CHART: 13  RESPONDENTS OPINION ABOUT THE SIDE EFFECTS  .

 PERCENTAGE 100 90 86 80 70 60 PERCENTAGE 50 40 30 20 14 10 0 YES NO      .

     TABLE: 14  RESPONDENTS FEEL ANY MERITS OF USING FAIR & LOVELY CREAM   SERIA L NUMB  NUMBER  PARTICULA OF RS  PERCENT RESPOND ER AGE ENTS  1  Yes  66  92  2  No  6  8   Total  72  100  Source: Primary Data   Among the 72 Respondents  92% of the respondents say that there are merits in this cream.  8% of the respondents say that there are no merits.        .

      CHART: 14  RESPONDENTS FEEL ANY MERITS OF USING FAIR & LOVELY CREAM  .

 100 92 90 80 70 60 50 PERCENTAGE 40 30 20 8 10 0 YES NO       .

    TABLE: 15  KINDS OF MERITS   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Brightness  25  35  2  Softness  27  37  3  Smell  20  28   Total  72  100  Source: Primary Data   Among the 72 Respondents  35% of the respondents feel that the brightness is the merit.  37% of the respondents feel that the softness is the merit.  28% of the respondents feel that the smell is the merit.       .

      CHART: 15  KINDS OF MERITS  .

 100 90 80 70 60 50 40 PERCENTAGE 35 37 28 30 20 10 0 Brightness Softness       smell .

     TABLE: 16  RESPONDENTS FEEL THE CHANGES IN FACE   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  1-10 days  25  35  2  10-20 days  35  49  3  20-30 days  12  16   Total  72  100  Source: Primary Data   Among the72 Respondents  35% of the respondents says that change happens in 1-10 days  49% of the respondents says that change happens in 10-20 days.  16% of the respondents says that change happens in 20-30 days.      .

       CHART: 16  RESPONDENTS FEELS THE CHANGE IN FACE  .

5 0 1-10 days 10-20 days    20-30 days . 100 90 80 70 60 49 50 40 PERCENTAGE 35 30 20 10 3.

       TABLE: 17  RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR & LOVELY CREAM   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Yes  52  72  2  No  20  28   Total  72  100  Source: Primary Data   Among the 72 Respondents  72% of the respondents says that the product is needed to improve.      .  28% of the respondents says that no need to improve this product.





 CHART: 17
 RESPONDENTS OPINION ABOUT MODIFICATION IN FAIR &
LOVELY CREAM

PERCENTAGE
100
90
80
72
70
60
PERCENTAGE
50
40
28

30
20
10
0
YES

NO







 TABLE: 18
 KIND OF IMPROVEMENT

 SERIA
L
NUMB

 NUMBER
 PARTICULA

OF

RS

RESPOND

ER
 1
 2

 PERCENT
AGE

ENTS
 Package
 Reduce the
price

 15

 21

 22

 30

 3

 Advertisement

 35

 49

 Total

 72

 100

 Source: Primary Data

 Among the 72 Respondents
 21% of the respondents says that the package must be improved.
 30% of the respondents says that the price must be reduced.
 49% of the respondents says that the advertisement must be improved.




       CHART: 18  KIND OF IMPROVEMENT  .

5 0 Package Reduce the price      Advertisement . 35 30 30 25 21 20 PERCENDAGE 15 10 5 3.

       .      TABLE: 19  SATISFACTION TOWARDS THE FAIR & LOVELY FACE CREAM   SERIA L NUMB  NUMBER  PARTICULA OF RS RESPOND ER  PERCENT AGE ENTS  1  Fully Satisfied  72  100  2  Not Satisfied  0  0   Total  72  100  Source: Primary Data   Among the 72 Respondents  100% of the respondents are fully satisfied toward Fair & Lovely Cream.

         CHART: 19  SATISFACTION TOWARDS THE FAIR & LOVELY FACE CREAM  .

 100 100 90 80 70 60 50 PERCENTAGE 40 30 20 10 0 0 not satisfied Fully Satisfied    .

             FINDINGS      .

46% of the respondents say that the advertisement must be improved. 44% of the respondents feel the brightness 53% of the respondents says that change happens in 10-20 days 72% of the respondents say that the product is needed to improve. 64% of the respondents feel about the quality is Better 36% of the respondents preferred for its Skin suit 64% of the respondents purchased from Retail Shops. 100% of the respondents are fully satisfied toward Fair & Lovely Cream. 89% of the respondents say that the product is easily available in our area. 86% of the respondents say that no side effects after using this product. 64% of the respondents purchase 50g pack.            . 89% of the respondents say that there are merits in this cream.  47% of the respondents get knowledge about Fair & Lovely Cream               through Friends. 42% of the respondents are using this product above 3 years 57% of the respondents are applying Fair & Lovely twice a day.     FINDINGS  100% of the Respondents are using Face cream  72% of Respondents are using Fair & Lovely face cream.

          SUGGESTIONS          .

        SUGGESTIONS The company should consider the advertisement must be improved. The company must maintain the quality of the product.                       . The company should concentrate about the varieties must be increased Useful compliment should be given to attract the customers.

         LIMITATIONS      .

Some respondents feel irritated to answer the questions. The survey was conducted only among limited size of samples.           LIMITATIONS The survey was limited only to Cumbum town.                   . I have faced many difficulties while gathering dates.

           CONCLUSION       .

              .   I have gained a broad knowledge during this survey. I came to know about the consumer’s preference and their needs of “FAIR & LOVELY CREAM”.   Market survey is essential to start any business. So each and every graduate should have the knowledge about the market condition. I hope this survey experience will be a step to build up my carrier in future. This survey method is the best method for collecting information regarding the product and opinion of the customers.   CONCLUSION   From the field survey.

    BIBLIOGRAPHY             .

com            . - A.fairandlovely.    BIBILIOGRAPHY   MARKETING - Dr.MUSTAFA NAIR  MARKETING RESEARCH      WEBSITES  www.RAJAN SANJITH R.hul.google.com  www.N.in  www.

     QUESTIONNAIRE             A MARKET SURVEY ON CONSUMER USAGE AND  SATISFACTION REGARDING FAIR & LOVELY CREAM  IN CUMBUM TOWN .

what merits?  Brightness Softness Smell 16) In which duration you feel the difference in your face? . Name : Age : Occupation : Sex : Qualification:  Address :   Male Female 1) Do you use face cream?  1) Do you use face cream?  Yes  2) Which brand of Fairness cream do you use? No  Fair & Lovely Ponds White beauty Garnier 3) If Fair & Lovely cream. which type of Fairness cream do you use?  Advanced Multivitamin Anti Marks Winter Fairness 4) Where did you get the knowledge about Fair&Lovely cream?  Advertisement Friends Magazines 5) Is advertisement is enough for this product?  Yes No 6) Where did you purchase this product?  Whole seller Retailer Departmental store 7) In which Quantity do you purchase every month?  25g 50g 80g 8) What makes you like this product?  Quality Smell Skin suit 9) What is your opinion about the Quality of Fair& Lovely Cream?  Excellent Better Poor 10) Is the product available in your area?  Yes No 11)How many years you are using Fair & Lovely Cream?  Above 3 years 1-3 years 1 year 12) How many times a day u apply this cream on your face?  Once a day twice a day More than 2 times 13) Do you feel any side effect during the usage?  Yes No 14) Is there any merit in using Fair& Lovely cream?  Yes No 15) If yes.

what kind of change you want?  Package Price reduction Advertisement  19) Do you satisfy towards the fair & lovely face cream?  Yes No      20) Your suggestions if any___________________________ . 1-10 days 10-20 days 20-30 days 17) Do you want any modification of this product?  Yes No 18) If yes.