Fair & Lovely

The exploration of skin lightening cream in the modern Japanese market.

Ciara Consumer Behaviour

 Consumer Behaviour - 2021 Assignment

Table of Contents
Executive Summary...................................................................................................................................... 1
Introduction................................................................................................................................................. 1
Research & Application of Variables (Demographic, Geographic…).............................................................1
1. Product............................................................................................................................................ 1
2. Country............................................................................................................................................ 1
3. Segment.......................................................................................................................................... 1
Analysis........................................................................................................................................................ 1
Discussion.................................................................................................................................................... 1
Conclusion................................................................................................................................................... 1
Bibliography................................................................................................................................................. 1
Appendices.................................................................................................................................................. 1

Suggested links:
https://www.acrwebsite.org/volumes/13415/volumes/v35/NA-35

Li, E.P., Min, H.J. and Belk, R.W., 2008. Skin lightening and beauty in four Asian cultures. ACR North
American Advances.

https://sci-hub.se/https://doi.org/10.1002/smj.645

Karnani, A., 2007. Doing well by doing good—case study:‘Fair & Lovely’whitening cream. Strategic
management journal, 28(13), pp.1351-1357.

https://www.researchgate.net/profile/Zoe_Kinias/publication/348621521_Women's_D
isempowerment_and_Preferences_for_Skin_Lightening_Products_that_Reinforce_C
olorism_Experimental_Evidence_from_India/links/60080159299bf14088aa7e7b/Wo
mens-Disempowerment-and-Preferences-for-Skin-Lightening-Products-that-
Reinforce-Colorism-Experimental-Evidence-from-India.pdf

Page | 1
 Consumer Behaviour - 2021 Assignment

Executive Summary

Introduction

Research & Application of Variables (Demographic,

Geographic…)
1. Product
2. Country
3. Segment

Analysis

Page | 2
 Consumer Behaviour - 2021 Assignment

Discussion

Conclusion

Bibliography

Appendices

Page | 3