MR PROJECT

Topic: To gauge the usage pattern of fairness creams

for men and the perception associated with them.

Group9 (SectionEF)
Ramchandar R 2016PGP304
Ramya Pabbisetti 2016PGP305
Sagar Raghorte 2016PGP293
Tanvi Maheshwari 2016PGP408
Ringkhang Brahma 2016PGP312

Rahul MP 2016PGP296

Vaibhav Bandi 2016PGP414

Vidhi Goel 2016PGP426

EXECUTIVE SUMMARY
We seek to gauge the perceptions in the consumer market wrt usage of
fairness creams, primarily by men. The reason being social stigma and sense of
judgement of another has come to fore recently with the usage of these
creams. We want to see how much is the actual consumption affected as a
result. A survey was conducted for the same.

It was found that almost equitable segments of population use and do not
use the product , majority using garnier men and nivea men.For analysis, we
used simple tabulation, cross tabulation, cluster analysis and discriminant
analysis based on 70+ responses collected.

The crux of the analysis is that efficacy and trust added by availability play
decisive factors in closing product sales. For consistent users, familiarity also
plays a role. For the new consumers, celebrity endorsements help in making
purchase decisions. We, then, identified the consumers into three broad
clusters based on their self-consciousness and being loyal users; those who
use the creams out of positive peer pressure and ; those who see it in negative
light.

However, main limitation of the project study was that there was no method
to ensure honesty of responses in the sense that many men might be using
fairness creams but might not have disclosed the fact because of social
consciousness. Unwillingness to accurate response couldn’t be looked for.
Secondly, customers in the FMCG industry particularly are quick to change
preferences. So this result cannot be used in its entirety for decision making
by the companies.

Apart from whatever the analysis says a recommendation we would like to

put forth is that fairness cream companies should concentrate on creating
value for money SKUs , at the same time ensuring product availability to avoid
switch-overs.
TABLE OF CONTENTS

TOPIC
Introduction
Research objectives
Research methodology
Field work plan
ANALYSIS
Simple tabulation
Cross tabulation
Cluster analysis
dendogram
Discriminant analysis
Findings
Limitations
Conclusion
Recommendations
INTRODUCTION
The report underneath talks of our research objectives and the method with
which it has been conducted keeping in line with the thought of studying the
biases in the way fairness creams are perceived in modern consumer markets.
The focus of study has been on male population because of the contrast
between the subtle handsome connotation such products hold and the gender
roles males are ‘supposed’ to carry along. We study how far does this impact the
fairness cream brands, the segment of population which uses it the most and the
brands they prefer. It is also seen what influence brand choices and what can
done with regard to the type of majority consumers/customers.
RESEARCH OBJECTIVES
● To gauge the perceptions about Fairness Creams among the potential
customers and to measure the brand image of Emami Fair and
Handsome within potential customers, these are the primary
objectives of research.
● Some other objectives are to determine frequency of usage, main
purpose of consumption, buying behavior of customers etc
● To determine the individual’s preference towards fairness cream and
to analyze the factors influencing them to purchase it.
● To determine the mode of media which motivates the individual to
buy fairness cream
● To determine how the customer compares different brands on
different parameters
● To study, whether the factors like age, education etc play a
significant role in purchasing of a fairness cream
● To study the myths and social stigmas related to the product and
the industry
● To analyze perception of how fairness cream users are judged by
other people and similarly what surveyor thinks about people using
fairness cream
● To estimate the market size and identify the potential customers
for fairness cream.
RESEARCH METHODOLOGY
For the purposes of such an investigation as carried out apropos the perception of
fairness creams, a questionnaire has been fashioned towards the self-same expedient.
Now this questionnaire is derived from our definition of the subject of study, or rather the
entity to be evaluated: the perception of fairness creams. Now we lay out four questions
that in an ensemble adequately represent the main question in research:

1. What does the consumer think as regards what happens upon application of
the cream, what kinds of feeling are evoked by such usage, and what are the
preconceptions regarding the brands?
2. What actually happens upon usage?
3. To what extent does perception map to reality?
4. To what extent are the consumers aware of the fallacies in their cognition?
5. What kind of people represents such perceptions?

The first of the questions, the penultimate and also the last may be answered, in a statistical
sense, by the questionnaire itself. Thus the design of the questionnaire must incorporate these
questions. Questions ‘2’ and ‘3’ can be addressed through secondary research and comparison
with the questionnaire’s statistical results respectively. It is to be understood that questions of
type ’1’ are entirely evocative, while those of type ‘4’ are reflective.

The questionnaire is divisible into the five broad sections enumerated below:

1. The section which establishes the relevance of the questionnaire and

determines manner of procurement of the product and regularity thereof;
2. The section which settles the questions of discovery of this category of product,
the key factor involved in triggering usage, and that in motivating continued usage;
3. The section which attempts in its questions to ascertain brand awareness;
4. The section which probes the issues of stereotyping and stigmatisation, if
any, attendant upon the use of the product;
5. The section appertaining to demographic information.

Let us now tabulate the questions posed in the questionnaire against the relevant
sections and the underlying fundamental questions of the types ‘1’ and ‘4’.

Type
Section
1 (Evocative) 4 (Reflective) 5 (Factual)
1 (procurement) ● Do you use
fairness
creams?
● Do you buy
the cream
 yourself?
● At what age
did you start
using fairness
creams?

2 (instigation and ● What do you ● My reasons ● How did you

motivation) feel after for starting come to
using the to use know there
cream? fairness are fairness
creams? creams
● My reasons especially for
for men?
continuing
the use of
fairness
creams?
3 (brand awareness) ● Which ● How would ● Have you
brands do you rate a undertaken
you prefer? cosmetic any research
● Would you product that on fairness
be is meant for creams?
comfortable fairness?
switching
brands
during a
shortfall?
● Why do you
use the
brand you
use?

4 (stigma and ● What ● What do you

stereotyping) negative think is the
feelings do general
you perception
experience of people
while using using
the cream? fairness
 ● What do you creams?
think of ● Do you think
other people people judge
for using you for using
such such
products? products?
● What kind of
people do
you think
use fairness
creams?

5 (Demographics) ● What is your

age?
● Educational
qualification?

In particular regard to the questions in the row numbered ‘4’, we present a framework
to demonstrate their relevance:

Destination
Origin
Self Other
Self ● What negative ● What do you think of
feelings do you other people for
experience upon using such products?
using the cream? ● What kind of people
do you think use
such creams?

Other ● Do you think people ● What do you think is

judge you for using the general
such products? perception of people
using fairness
creams?
The column “Origin” represents the thinker, while “Destination” represents the subject of
the thinker’s thoughts. The quadrant “self-self” for instance indicates what the thinker
feels about himself.“Other-Self” instead indicates what the thinker believes other people
think about him.
FIELD WORK PLAN
On 9thof March we conducted a preliminary survey to test the questionnaire
at Big Bazaar (Treasure Island Mall). We surveyed 7 male respondents. From
the insights we got from this test, we modified the questions, so that
respondents could fill the questionnaire in two minutes. We also reduced the
number of questions and made the choices less complicated.

We divided the group into two teams of four each. On 13thof March we
conducted the final survey at Big Bazaar (Treasure Island Mall) and More Mega
Store (C21 Mall). Both of them are retail supermarkets and were chosen due
to the footfall they receive on daily basis. Before executing the questionnaire,
one of the group members briefed all of us. It brought us on same footing in
terms of handling doubts of respondents.

We surveyed around 60 male respondents with age bracket from 12 years

to 50 years. The findings have been tabulated below along with analysis and
recommendations. We have also conducted Focused Group Discussions and
In depth interviews among 30 male students of IIM Indore.

PFA attached questionnaire.

ANALYSIS
Simple Tabulation:
Users of fairness creams

Responses Numbers Percentage

Yes 32 45.1%
No 39 54.9%
Total 71 100%

Brand Preferences

Brands Numbers Percentage

Emami Fair and Handsome 10 14.1%
Fair and Lovely 12 16.9%
Garnier Men 32 45.1%
Nivea Men 25 35.2%
Ponds Men 11 15.5%
L’Oréal Paris 4 5.6
Others 11 15.5%

Frequency of Purchase

Frequency Numbers Percentage

More than once a month 2 4%
Once a month 11 22%
Once in two months 18 36%
Much less frequently 19 38%
Frequency Table for Important parameters with regards to
Fairness Cream

Efficacy
Frequency Percent Valid Percent Cumulative
Percent
Strongly Disagree 4 7.1 7.1 7.1
Disagree 7 12.5 12.5 19.6
Cant Say 9 16.1 16.1 35.7
Valid
Agree 22 39.3 39.3 75.0
Strongly Agree 14 25.0 25.0 100.0
Total 56 100.0 100.0

Healing Properties
Frequency Percent Valid Percent Cumulative
Percent
Disagree 37 66.1 66.1 66.1
Cant Say 4 7.1 7.1 73.2
Valid Agree 1 1.8 1.8 75.0
Strongly Agree 14 25.0 25.0 100.0
Total 56 100.0 100.0

Organic Content
Frequency Percent Valid Percent Cumulative
Percent
Strongly Disagree 19 33.9 33.9 33.9
Disagree 4 7.1 7.1 41.1
Cant Say 11 19.6 19.6 60.7
Valid
Agree 7 12.5 12.5 73.2
Strongly Agree 15 26.8 26.8 100.0
Total 56 100.0 100.0
 Prevalence of use among Peers
Frequency Percent Valid Percent Cumulative
Percent
Strongly Disagree 8 14.3 14.3 14.3
Disagree 18 32.1 32.1 46.4
Cant Say 10 17.9 17.9 64.3
Valid
Agree 11 19.6 19.6 83.9
Strongly Agree 9 16.1 16.1 100.0
Total 56 100.0 100.0

Fragrance
Frequency Percent Valid Percent Cumulative
Percent
Strongly Disagree 11 19.6 19.6 19.6
Disagree 7 12.5 12.5 32.1
Cant Say 9 16.1 16.1 48.2
Valid
Agree 19 33.9 33.9 82.1
Strongly Agree 10 17.9 17.9 100.0
Total 56 100.0 100.0

Reasons for choosing a particular Brand

Perceptions of people using Fairness creams

Cross Tabulations

Brand Preference and Place of purchase of the cream

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Brand Preferred * Place of 49 98.0% 1 2.0% 50 100.0%
Purchase
 Brand Preferred * Place of Purchase Cross tabulation
Count
Place of Purchase Total
Kirana Supermarket Online Speciality Store
Fair and Handsome 4 2 0 0 6
Fair and Lovely 4 4 1 0 9
Garnier Men 0 0 4 1 5
Brand Preferred Nivea Men 0 0 5 3 8
L'oreal Paris 1 0 6 3 10
Ponds Men 0 0 3 3 6
Others 2 2 0 1 5
Total 11 8 19 11 49

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
a
Pearson Chi-Square 41.914 18 .001
Likelihood Ratio 53.309 18 .000
Linear-by-Linear 9.379 1 .002
Association
N of Valid Cases 49
a. 28 cells (100.0%) have expected count less than 5. The minimum
expected count is .82.

Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Contingency Coefficient .679 .001
N of Valid Cases 49

Age at which person started using the fairness creams and the
most compelling reason for choosing a particular brand

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Most compelling reason for 50 100.0% 0 0.0% 50 100.0%
brand loyalty * Age at which
started using fairness
creams
 Most compelling reason for brand loyalty * Age at which started using fairness creams Cross tabulation
Age at which started using fairness Total
creams
12-17 18-23 24-30 31 and
beyond
Count 1 12 0 1 14
Trust, familarity,
% within Age at which started 11.1% 66.7% 0.0% 12.5% 28.0%
habit
using fairness creams
Count 8 3 0 1 12
Celebrity
Most % within Age at which started 88.9% 16.7% 0.0% 12.5% 24.0%
Endorsement
compelling using fairness creams
reason for Count 0 1 14 1 16
brand loyalty Availability % within Age at which started 0.0% 5.6% 93.3% 12.5% 32.0%
using fairness creams
Count 0 2 1 5 8
Value for Money % within Age at which started 0.0% 11.1% 6.7% 62.5% 16.0%
using fairness creams
Count 9 18 15 8 50
Total % within Age at which started 100.0 100.0 100.0 100.0% 100.0%
using fairness creams % % %

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
a
Pearson Chi-Square 74.383 9 .000
Likelihood Ratio 69.822 9 .000
Linear-by-Linear 16.113 1 .000
Association
N of Valid Cases 50
a. 14 cells (87.5%) have expected count less than 5. The minimum
expected count is 1.28.

Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Contingency Coefficient .773 .000
N of Valid Cases 50
Cluster Analysis

To map the profile of the users of fairness cream and divide them into segments, we have
done cluster analysis using the following statements

1. I am comfortable with changing my brand in the event of a shortfall.

2. I buy the cream myself.
3. The age at which I started using fairness cream.
4. I started using fairness cream because of peer pressure.
5. I started using fairness cream because of friend’s advice.
6. I started using fairness cream because of doctor’s advice.
7. I started using fairness cream because of desire to look better.
8. I am still using it because it is giving me substantial results.
9. I am using it in the hope that it might work someday.
10. I feel more confident after using the cream.
11. I feel radically different after using the cream.
12. I expect to get significant attention after using the cream.
13. I feel embarrassed about using the cream.
14. I judge people who use fairness cream.
15. I think people who aspire to look better and are fashionable use fairness cream.
16. I think insecure and self-obsessed people uses fairness cream.

Some of the above statements are simple Yes-No type statements that we have picked from our
questionnaire while others are those where users had to agree or disagree with each statement on
a scale of 1-5. (1- Strongly disagree to 5-Strongly agree)
Input Data
We have taken the data from 45 respondents for which we had the entire data
points. Variable View

Data View
Output

Output from Hierarchical analysis

Squared Euclidean measure used.

a,b
Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
45 100.0 0 .0 45 100.0
a. Squared Euclidean Distance used
b. Average Linkage (Between Groups)

Agglomeration Schedule
Stage Cluster Combined Coefficients Stage Cluster First Appears Next Stage
Cluster 1 Cluster 2 Cluster 1 Cluster 2
1 6 24 .000 0 0 13
2 11 36 1.000 0 0 27
3 14 19 1.000 0 0 4
4 8 14 1.500 0 3 14
5 27 44 2.000 0 0 26
6 37 43 2.000 0 0 16
7 29 38 2.000 0 0 25
8 26 35 2.000 0 0 31
9 25 31 2.000 0 0 29
10 15 21 2.000 0 0 13
11 20 39 3.000 0 0 19
12 10 28 3.000 0 0 19
13 6 15 3.000 1 10 29
14 8 45 3.667 4 0 30
15 12 42 4.000 0 0 22
16 37 41 4.000 6 0 28
17 18 23 4.000 0 0 31
18 5 22 4.000 0 0 32
19 10 20 4.000 12 11 33
20 7 17 4.000 0 0 30
21 30 34 5.000 0 0 26
22 12 33 5.000 15 0 34
23 3 16 5.000 0 0 32
24 4 13 5.000 0 0 36
25 29 32 6.000 7 0 28
26 27 30 6.500 5 21 43
27 9 11 6.500 0 2 39
28 29 37 6.556 25 16 35
29 6 25 7.000 13 9 37
30 7 8 7.000 20 14 38
31 18 26 7.500 17 8 38
32 3 5 7.500 23 18 36
33 10 40 8.500 19 0 40
34 2 12 8.667 0 22 40
35 1 29 8.833 0 28 42
36 3 4 9.250 32 24 37
37 3 6 10.111 36 29 39
38 7 18 13.333 30 31 41
39 3 9 14.222 37 27 43
40 2 10 17.100 34 33 41
41 2 7 20.589 40 38 42
42 1 2 31.466 35 41 44
43 3 27 33.550 39 26 44
44 1 3 44.002 42 43 0
Output from Non-Hierarchical Analysis (k-means cluster)

Since from the hierarchical analysis we got 3 clusters. Thus for k-means analysis we used 3
clusters as starting point.

Initial Cluster Centers

Cluster
1 2 3
Brand Loyalty 1.00 .00 1.00
Purchase Habit 1.00 .00 1.00
Starting Age 1.00 4.00 2.00
Peer Pressure 3.00 4.00 2.00
Friend's Advice 4.00 5.00 1.00
Doctor's Advice 4.00 2.00 2.00
Look Better 5.00 1.00 1.00
Results 3.00 4.00 2.00
Will work someday 4.00 5.00 1.00
Confident 5.00 1.00 1.00
Radical 1.00 .00 .00
Attention 1.00 .00 .00
Embarassed 1.00 1.00 .00
Judge 1.00 1.00 .00
Fashionable 1.00 1.00 .00
Insecure 1.00 .00 .00

a
Iteration History

Iteration Change in Cluster Centers

1 2 3
1 2.218 2.364 2.182
2 .298 .246 .473
3 .000 .000 .000
a. Convergence achieved due to no or small
change in cluster centers. The maximum
absolute coordinate change for any center is
.000. The current iteration is 3. The minimum
distance between initial centers is 7.000.

Final Cluster Centers

Cluster
1 2 3
Brand Loyalty .96 .00 .56
Purchase Habit .83 .15 .56
Starting Age 1.74 3.38 2.11
Peer Pressure 2.91 4.31 1.67
Friend's Advice 2.74 4.08 1.67
Doctor's Advice 4.39 1.85 2.33
Look Better 4.30 2.38 2.00
Results 2.91 4.31 1.67
Will work someday 2.74 4.08 1.67
Confident 4.30 2.38 2.00
Radical .91 .23 .22
Attention .96 .23 .00
Embarassed .43 1.00 .11
Judge .43 1.00 .11
Fashionable .52 .25 .85
Insecure .41 .78 .52

Number of Cases in each

Cluster
1 23.000
Cluster 2 13.000
3 9.000
Valid 45.000
Missing .000

Analysis of Output

Stage 1
The agglomeration schedule helps us to identify the large differences in the co-efficient
that is the 4thcolumn.
To identify the number of clusters in the data the difference between the rows in
coefficient I used.

We see that there is a difference of 11 in the coefficients between 1-cluster solution and 2-
cluster solution. The next difference is 3 and after that the difference between 3 cluster
solution and 4 cluster solution the difference is again 11. After which the difference
gradually decreases. Large difference in the co-efficient values between any 2 rows
indicate a solution pertaining to the number of clusters.

Thus ignoring the first difference of 11, which would indicate only 1 cluster in the data we
look at the next largest difference with small number of clusters i.e. 11, between row 17
and row 16, indicating a 3 cluster solution.
From the dendogram we can get the information about which case belong to which
cluster. The numbers in the column 2&3 of the agglomeration schedule also provide the
same information. The case membership of each cluster is also clear in the dendogram.
Cluster 1: 6,15,24,21,25,31,4,13,5,22,3,16,11,36,9
Cluster 2: 27,44,30,34
Cluster 3: 37,43,41,29,38,32,1,14,19,8,45,7,17,26,35,18,23,20,39,10,28,40,12,42,33,2
Stage 2
The final cluster centres describe the mean values of each variable for each of the 3 clusters.
Now we can interpret the clusters in terms of the 16 variable in the questionnaire.
Thus based upon the analysis the 3 clusters can be characterised as follows:

Cluster 1
● High brand Loyalty.
● Purchases the cream themselves.
● Started using cream at a very young age.
● Started using the cream because doctor advised them and they have a strong
desire to look better.
● They feel confident after using the cream.
● They feel radically different and expect to get attention after using the cream.

Cluster 2
● These are those people who have started using fairness cream at a later stage.
● They have started using these cream because of the peer pressure and on the
advice of friends.
● They want the cream to get results and hope that the cream will work someday.
● They feel embarrassed for using this cream.
● They also judge people who use these creams.

Cluster 3
● This cluster consists of those people who are a mixture of the first 2 clusters for whom all
of the variable are equally important or unimportant.
DISCRIMINANT ANALYSIS
To determine whether the particular customer is potential buyer of fairness cream or not,
discriminant analysis is done. Information obtained from survey such as age, education,
perception of how fairness cream users are judged by other people and what surveyor
think about people using fairness cream etc. are considered for analysis.

Input Data

Dependent variable is potential of purchase of fairness cream.

1- Low Potential
2- High Potential

Independent variables are:

● Age
● Education
● Perception towards other people
● Judgment by other people

Variables defined

Data taken from Survey

Output and Interpretation

1. How good is the model?

a
Classification Results

Potential Predicted Group Total

Customer Membership
Low High
Potential Potential
Count Low Potential 29 10 39
Origina High Potential 19 13 32
l Low Potential 74.4 25.6 100.0
% High Potential 59.4 40.6 100.0
59.2% of original grouped cases correctly classified.
Thus we can observe that the discriminant function obtained is able to classify 59.2% of
the 71 customers correctly. Out of 39 cases in low potential 29 are observed to be in
that category and out of 32 cases in high potential 19 were found to be in low category.
Thus on the whole 29 out of 71 were misclassified by the model.

Thus we can say that accuracy of the model is moderate.

2. Statistical Significance

Wilks' Lambda
Test of Wilks' Chi-square df Sig.
Function(s) Lambda
1 .951 3.356 4 .500

From the table the Wilks’ lambda was found to be .951, which is greater than 0.5,
it indicates that discriminating power of the model is not that good.

3. Predictor

Standardized Canonical Discriminant

Function Coefficients
Functio
n
1
Age .842
Education -.250
Perception towards other -.361
users
People judge or not .245

We have 4 independent variables. Now we need to find which among these is a better
predictor of a high potential or a low potential buyer. From the above table of
standardized coefficients for canonical variables it is observed that age of the surveyor
is the best predictor with a coefficient of 0.842, followed by judgment of people.

4. Classification of new customer

Functions at Group
Centroids
Potential Functio
Customer n
1
Low Potential -.202
High Potential .247
Unstandardized canonical
discriminant functions
evaluated at group means

Thus, the new canonical variable, gives us the new mean for low potential is –0.202 and
the new mean for high potential is +0.247.This means that the midpoint of these two is
0.0225. If the discriminant scores of any surveyor fall to the right of the midpoint, we
classify him as ‘high potential’, and if the discriminant score of any customer falls to the
left of the midpoint, we classify him as ‘low potential’. In this case, the midpoint is 0.0225.
Therefore, any value greater than 0.0225 of the discriminant score will led to classification
as ‘high potential customer’ and any value lower than 0.0225 of the discriminant score
will lead to classification as ‘low potential customer’.

The Equation of Y:

Canonical Discriminant Function

Coefficients
Functio
n
 1
Age 1.788
Education -.493
Perception towards other -1.551
users
People judge or not .609
(Constant) -2.865
Unstandardized coefficients

From the Unstandardized coefficients in the table above, we have write the equation to
calculate Y as below where Y is the discriminant score for any customer whose age,
education, perception of how fairness cream users are judged by other people and
what surveyor think about people using fairness cream etc are known

Y = -2.865 + 1.788(Age) – 0.493(Education) – 1.551(Perception towards other users)

+ 0.609(How users are judged by other people)
FINDINGS
As we have conducted research on the usage of fairness cream across various brands it has
been found that the users of fairness cream is 32 among the 71 respondents that
corresponds to 45.1%. The various fairness cream brand that we conducted research upon
were Emami Fair and Handsome, Fair and lovely, Garnier Men, Nivea Men, Ponds Men,
L’oreal Paris and others. The percentages of users were highest for Garnier Men with 45.1%
followed by Nivea Men (35.2%) and so on. Customers using other insignificant brands were
also in significant number. It was around 15.6%. But the frequency of purchase by the users
was too low. Most of the users bought were purchasing very less frequently (38%) which
can be very evident from the output data of simple tabulation. The users purchasing more
than once a month were only of 4%, while users purchasing once a month were of 27 % and
that of users buying once in two months were of 36%. Looking into the output of the simple
tabulation it is very clear that most of the users agreed with the efficacy of the fairness
cream that provides the information that the users believes in the efficacy of the fairness
cream. Most of the users disagreed with the healing property of a fairness cream while
ample number of users strongly agreed as well. The organic content of the fairness cream
too was disagreed among large number of users (33.9%) while ample number of users were
not able to say (19.6%) and significant users strongly agreed with the presence of organic
content i.e 26.8%.The prevalence of use among peers though was not a strong factor for the
use of fairness cream as the users who agreed were too insignificant compared to users
who disagreed (32.1%). The fragrance in the fairness cream was a strong factor though.
Most of the users agreed the need of fragrance in the fairness cream was important. When
we look into the reasons for choice of brand then it has been found out that most of the
users did choose due to trust, familiarity and habit that contributed 49.1 % of users.
Customers that cared for value for money were 24.6%. The celebrity endorsements too also
affected to some extent (19.3%).Most of the users perceived the use of fairness cream to be
Self-Conscious (35.2%) compared to overly obsessed (8.4%) which was the least. The
significant number of users also perceived the use of fairness cream to be indifferent
(30.8%) while 25.2% users perceive the use of fairness cream as trendy. Fair and Lovely &
Fair and Handsome are involved in generic Brick and motor mode of business and not much
into the modern modes like Speciality stores or through internet while the other brands are
mainly into the modern modes. Users who started using fairness creams when they were 24
years or younger state Trust & familiarity and Celebrity endorsements as the compelling
reason for brand loyalty while the others stated value for money and availability as their
reasons.

The cluster analysis has provided us with three segments as the output clusters
formed were three. These three clusters were as a result of various aggregate of
features of the fairness cream.
Cluster 1 comprised of the following features in the users:
● High brand Loyalty.
● Purchases the cream themselves.
● Started using cream at a very young age.
● Started using the cream because doctor advised them and they have a strong
desire to look better.
● They feel confident after using the cream.
● They feel radically different and expect to get attention after using the cream.

Cluster 2 comprised of the following features in the users:

● These are those people who have started using fairness cream at a later stage.
● They have started using these cream because of the peer pressure and on the
advice of friends.
● They want the cream to get results and hope that the cream will work someday.
● They feel embarrassed for using this cream.
● They also judge people who use these creams.

Cluster 3 comprised of the following features in the users:

● This cluster consists of those people who are a mixture of the first 2 clusters for
whom all of the variable are equally important or unimportant.
LIMITATIONS

Marketing research about men’s fairness creams required us to collect data

from a sample of male population aged between 12 to 50 years. This process
had several limitations related to both the process of marketing research
and about the usage of men’s fairness creams.

1) Possibility that some of the users of the fairness creams do not like
to disclose their association with the men’s fairness creams due to
various reasons.
2) The product Fair and Handsome itself might indicate that fairness is
the prerequisite for being handsome. Hence the product’s name
itself can cause some of the respondents to not provide accurate
information.
3) Certain respondents might associate whatever positive/negative
changes they might find with their skin to the fairness cream they
have used while actually those changes might be due to the
changes in their food consumed or other lifestyle changes.
4) Several respondents when informed about the research regarding
consumer preferences of men’s fairness cream denied answering the
questionnaire despite our assurance regarding nondisclosure of their
identity. This fact might indicate that the sample under consideration
doesn’t contain those who infact judge the usage of creams.
5) Consumer behaviour is not definite and is bound to change. Hence
any decisions taken completely based on these findings might not
be absolutely accurate.
6) There is a possibility that some of the respondents could not
completely comprehend the meaning of the questions related to
social stigma. We explained the meaning at several occasions but at
several other instances people were not interested to listen more
and only wanted to finish the questionnaire as early as possible.
7) Marketing research only provides with data to build upon but
doesn’t provide any conclusive information to deal with
various marketing problems.
8) The questionnaire featured certain questions related to social
stigma, these questions only provide data about how a consumer
associates a fairness cream but doesn’t provide insights to mend
these perceptions.
9) Our sample was taken from Big Bazaar and More supermarkets
of Indore which might not completely indicate the consumer
perceptions of the entire population of our country.
10) The sample doesn’t include any rural inhabitant hence
the responses might be inclined towards an urban and mall
going consumer.
11) The sample included the customers in super markets who might
or might not use a fairness cream. The customer might not be the
ultimate consumer in majority of the cases hence the data
obtained is not an absolute indicator of a ‘Consumer’s’ perception.
CONCLUSIONS & RECOMMENDATIONS

The conclusions from the Marketing Research conducted are as follows

● The sample had considerable number of users of fairness creams.
Among a sample of 71 there were 31 which is about 45.1%
● The top brands of fairness creams preferred include Garnier Men,
Nivea Men, Fair and Lovely and Ponds Men. The sample then stated
Others (meaning other brands not listed in the questionnaire) to be
their brand of choice. Fair and Handsome is preferred by only 14.1% of
the total users.
● About 74% of the users in the sample stated that they purchased the
fairness creams once in two or more months. Fairness creams hence
cannot be considered as a very frequently purchased cosmetic.
● Majority of the users have attributed Efficacy as an important
parameter that their fairness cream must have
● Users do not consider fairness creams to have any Healing Properties
● There are two groups, one who strongly believes that Organic content
is good for their skin and make it a very important parameter of the
fairness cream while another group who strongly disagrees the
connection.
● About 64.3% of users are either indifferent or do not consider
Prevalence of usage among their peers as an important parameter of
the fairness cream.
● Majority considers Fragrance as a very important parameter that
a fairness cream must have
● About half of the users stated that they prefer a particular brand
because of the trust associated with brand, familiarity with the brand
or a habit present in the family.
● Users also consider Value for money as an important parameter to use
a particular brand
● Celebrity endorsements is a considerable parameter which can be
a deciding factor in some cases
● Consumers do not give much importance to the availability of the
 product.
● The general perception about the people using fairness creams is that
they are self-conscious individuals. About 35.2% state so. Indifferent
to the usage of creams and Trendy people use creams are the next
perceptions. Very small percentage considers usage to be a negative
aspect associating it to Over Obsessed people
● Fair and Lovely & Fair and Handsome are involved in generic Brick and
motor mode of business and not much into the modern modes like
Speciality stores or through internet while the other brands are
mainly into the modern modes
● Users who started using fairness creams when they were 24 years
or younger state Trust & familiarity and Celebrity endorsements as
the compelling reason for brand loyalty while the others stated
value for money and availability as their reasons
● The users were segmented into three clusters:
▪ Self-conscious and loyal buyers who do not judge the usage
▪ Judge the usage of creams but use it due to peer pressure
▪ Mixture of the first 2 clusters for whom all of the variable
are equally important or unimportant

Recommendations
● The general perception about the people using fairness creams is that
they are ‘Self-conscious’ individuals who give importance to how they
look and make efforts to improve the same. They use a particular cream
either upon doctor’s advice, friend’s suggestion or peer pressure.
● The other perceptions which the users stated are that they are
‘Indifferent’ to the usage of creams and that ‘Trendy people’ use
creams. Very small percentage considers usage to be a negative aspect
associating it to ‘Over Obsessed’ people
● Majority of the users stated that they feel nothing of a negative
sort when they use the creams. They do not think that people will
judge them for using such a product.
● Majority of the respondents do not find it objectionable when others
use a cream and consider a user to be an individual who wants to
look his best.
● Majority of the users attributed their own ‘Desire to look better’ and
Suggestions from friends or a doctor’s advice as the reasons why they
 started using the creams. They continue using the creams as they
associate some kind of ‘improvement’ in their skin with the cream and
also are hopeful that the cream will give enhanced results in the future.
● Users also stated that they feel contended about taking care of their
skin and are also more confident
● Fair and Handsome ranks much lower compared to its competitors
when asked about the preferred fairness cream brand. Users also stated
that they purchase Fair and Handsome cream either in a Kirana store or
in a supermarket while many of the higher ranked brands ventured into
Speciality stores and also went online. Fair and handsome needs to
build the other modes of selling its products
● Majority of the users stated that they purchased the product once in
two months or more. The frequency of usage is also stated as once a
day hence relying on bulk or frequent purchases will not benefit.
● Efficacy and Fragrance are stated as the important parameters which
a cream must have
● Trust, familiarity, habit or custom is given the maximum importance
when deciding which cream to use. Hence companies need to establish
that brand image among the people with the best possible ingredients
to give visible results in a shorter duration.
● Those who started using creams earlier in their lives give importance to
trust, familiarity, habit and to celebrity endorsements for having brand
loyalty. To not lose out these users to the competitors the companies
have to strengthen the trust factor and also spend on advertising
● Those who started using the creams later in their lives stated
Availability and Value for money. They are conscious on what they
spend and are not interested in waiting for a product if its out of stock.
Hence companies must determine the ideal quantity to be kept in
stores to prevent stock outs. Coming up with strategies like larger
quantities at comparatively lower prices, smaller quantities in the form
of sachets etc to target the Value for money attribute.
● Majority of the users stated Promotional content and word of mouth
as the ways in which they came to know about the creams. Hence
allocating sufficient time and resources for spreading about the
product is extremely essential.
● The respondents were primarily young to middle aged who are either
graduates or post graduates. Association of fairness creams usage
with education is not conclusive from this analysis.
● About half of the respondents (Mall going urban residents) said that
they do not use a fairness cream. Hence there is a huge potential to
bring in new customers and increase the market share