This document summarizes a presentation on consumer behavior towards fairness creams in India. It finds that the fairness cream market is worth Rs. 3000 crore annually and is growing 15-20% per year. Major players include HUL, Cavin's Kare, Godrej, and Emami. Most consumers are young females seeking fairness. Advertising, packaging, and celebrity endorsements significantly influence purchasing decisions. The objectives are to study the market, advertising influence, and brand impact on buyers. A survey of 50 CUJ students found television most creates awareness, celebrities affect choices, and brands like Fair & Lovely have strong loyalty. The suggestion is for new entrants to focus on fairness and leverage celebrity television ads.

1. PRESENTATION
ON CONSUMER BEHAVIOR
TOWARDS FAIRNESS CREAM
Presented by:
Heema Kumari
IMBA, 6th semester
Reg. no: CUJ/I/2012/MBA/11

2. ABOUT FAIRNESS CREAM INDUSTRY
•The market size for fairness cream in India was estimated to be Rs 3000
crore.
•The market growth rate ranges between 15-20% on a year to year basis.
•The leading players in the market includes HUL 'Fair & Lovely' , Cavin’s
Kare‘Fairever' ,Godrej's 'Fairglow', Emami's 'Fair and Handsome', Vicco
and Himalaya.
•Fairness cream market is a sub‐segment of the skincare industry.
•The market is categorized into women’s and men’s fairness cream market.

3. CONSUMER BUYING HABITS
•Variety seeking buying behavior.
•Low consumer involvement but significant perceived
brand differences.
•Consumer are affected by advertisements, coloring and
packaging, brand image and celebrities.

5. RESEARCH OBJECTIVE
1. To study the current Indian market for fairness
creams.
2. To assess whether advertising is influencing the
buying behavior of the consumers.
3. To study the impact of the brands of fairness
creams on the consumers buying behavior

6. RESEARCH METHODOLOGY
Data Collection: Primary Data And Secondary Data
Research design: Descriptive research
Research instrument: Structured questionnaire
Sample method: Non Probability Sampling
Sample size: 50
Sample area: Central University of Jharkhand
Sampling unit: people from CUJ campus

7. DATAANALYSIS
32%
68%
Classification on the
basis of gender
Male
Female
54%38%
8%
Classification on the
basis of age
Less than
25
25-45
More
than 45

8. 10%
5%
50%
15%
20%
0%
10%
20%
30%
40%
50%
60%
Source of awareness for
fairness creams
Source of
awareness
for fairness
creams
70%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Celebrity acting in the
advertisement affects your
buying decision
Does
celebrity
acting in the
advertisement
affects your
buying
decision

9. 20%
80%
Consumer intention towards
replacing their existing brand
of fairness cream
To replace
Not to replace
40%
15%
10%
30%
5%
Brand mostly preferred for buying
fair & lovely
vicco
fairever
fair & handsome
others

10. FINDINGS
•Most of the consumers buy fairness cream in order to get ‘fairness’.
•Television plays an important role in creating awareness towards various
brands of fairness cream.
•Celebrities acting in the advertisement affect our buying decision..
•There is a lot of ‘brand loyalty’ towards existing brand of fairness cream by the
users
•Among all the people who use fairness creams are youngsters. Frequency of
application changes with age. younger women are inclined towards branded
products.
• Mostly who use fairness cream are females.

11. 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 and the recent fairever celebrity advertisement..
Awareness can easily be created with these kind of
celebrity add appeals.

12. THANK YOU