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1. A STUDY
ON CONSUMER PREFERENCE
TOWARDS FAIR & LOVELY NAGINA
(U.P)
A PROJECT REPORT SUBMITTED TO THE
INVERTIS UNIVERSITY
IN THE PARTIAL FULFILLMENT OF THE
REQUIRED FOR THE DEGREE OF
BACHELOR OF BUSINESS
ADMINISTRATON
BY
AGHNA SHAMSI

2. BB2011010
UNDER THE GUIDANCE OF
MR.DHEERAJ GANDHI SIR

3. PREFACE
Life is a series of experience, each one of which makes us bigger
The practical training has enriched my student life as a B.B.A.
student.
A BBA study is a bridge between the world of business
educationand management and the world of practice. This
helps the student to move over to the professional life with
facility."Learningis born out of experience and
observation'. Learning is most effective when put into
practice. The management students can perform better in an
organizationbecause of their familiaritywith various
techniques of management, compared to those who merely
obtainthe oreintical knowledge.
The practicaltraining is an essential feature of business studies.
The current rapidly changing businesses demand for dynamic
youths and personnel. During the academic year 2012-2013, I
have under gone marketing research on FAIR & LOVELY”.

4. CERTIFICATE
TO WHOM IT MAY CONCERN
THIS IS TO CERTIFY THAT MS AGHNA SHAMSI STUDENTOF BBA VTH SEMESTER
IN OUR INSTITUTE HAS SUCCESSFULLY COMPLETED HER SUMMER TRAINING
PROJECT ENTITLED “CONSUMER PREFERENCE TOWARDS FAIR & LOVELY”
FOR THE PARTIAL FULLFILLMENTOF THE DEGREEOF BACHELOR OF BUSINESS
ADMINISTRATION.
(H.O.D –BBA) (PROJECTGUIDE)
DR S.M MEHNDI MR. DHEERAJGHANDHI

5. Acknowledgement
First and foremost, I would like to express my
Sincere gratitude to my project guide
for g ivin g me th e opportunity to do an interesting
project like this. I was privileged to experience a
sustained, enthusiastic and involved interest from their
side. This en cou rag ed u s to b ol d l y step in to
wh at was a total l y d ark an d unexplored expanse
before us. I would also like to thank to my project guide
MR. DHEERAJ GHANDHI who ready with a positive
comment all the time and a special thanks to all those
who took out time to fill our survey sheet without which our
project would have been a failure. Last but not the least, I
would like to thanks to all those who help me in making
the project.

6. LIST OF ABBREVIATION
1. HUL - HINDUSTAN UNILEVER LIMITED
2. FAL - FAIR & LOVELY
3. VIT. - VITAMIN
4. LTD. - LIMITED
5. UV - ULTRAVIOLET

7. LIST OF CONTENT
CONTENT PAGE NO
INTRODUCTIONOF THE TOPIC 1-14
Indian cosmetic market 1
About fair & lovely 2-4
Market share 5-7
Making of the brand 8-9
Fair & lovely variants 10-12
Negative publicity 13-14
COMPANYPROFILE 15-25
OBJECTIVE OF THE STUDY 26
RESEARCH METHODOLOGY 27-37
DATA PRESENTATION & ANALYSIS 38-52
FINDING OF STUDY 53-54
SUGGESTION & RECOMMENDATION 55-57
BIBLIOGRAPHY 58
APPENDIX 59-62

8. INTRODUCTION OF THE TOPIC
Indian Cosmetic Market
In India there is a large demand for cosmetic products.
Total Indian beauty and cosmetic market size currently
stands at U.S. $950 million and showing growth
between15-20percent per year. The overall beauty and
wellness market that includes beautyservices stands at
about $2,680 million. (Bhattacharya, 2007)One can
easily see that middle and high class Indian peoplespend
a large portion of their money in cosmetic productor
service. According to the latest Euro monitor report the
Indian colorcosmetic market stands at $4113.4 million
and skin care at $346.9 million (Bhattacharya,2007).If
properlymarketed and advertised, any cosmetic product
will be successful within the Indian Market.

9. FAIR & LOVELY
Fair & Lovely, a branded product of Hindustan Unilever, LTD
(HUL) touted a cosmetic cream that supposedly lightens the skin
“the miracle workers.” This product is popular in many Asian
countries such as India and China. Many Indians have come to
view fair skin as the ideal – and a business opportunity (Perry,
2005). Skin color is important in India and many other Asian
countries, where lighter skin color represents a higher status. In
those countries, fair skin is associated with positive values that
relate to class and beauty.
ABOUT FAIR & LOVELY
Several decades ago, a scientist working at UNILEVER’S
research center in Mumbai, India asked a question no one had
before. If less vit. B3 in the body could lead to pigmentation,
could the reverse be true?

10. After extensive research it was proven that vit. B3 could indeed
lighten the skin. And thus, fair & lovely the world’s first safe
and effective skin lightening product, was born and launched in
1975.
Today, at the heart of this technology is unilever’s synergistic
combination of Niacinamide and triple UVA+ uvb sunscreems
(which give specturum UV protection).
The key player in our active min is Niacinamide ( vitB3)
along with vit C, VIT E &VIT B6 boosts the core efficacy of the
product by providing potent antioxidants, added spot lightening
and healthy skin benefits.
Other activities, such as glycerin ( the world’s best known
moisturizer), allantion (a skin benefit agent) and skin identical
fatty acids (e.g. stearic acid ) also help to contribute to
delivering overall great skin appearance. These multiple
ingredients work on different steps in pathways that are known
to regulate and affect pigmentation and general skin appearance,

11. and thus are known to regulate and affect pigmentation and
general skin appearance, and thus have a gentle yet perceivable
effect on darkened skin, spot and overall skin tone, thereby
delivering expert treatment like fairness.
Market share of fair & lovely
Fair & Lovely (F&L) is the brand that revolutionized the
Indian Skin care industry. This brand is World's first and
largest Fairness cream brand with a presence in 40
countriesand a value of around Rs. 6 billion Indian skin
care market was dominated by conventionalbeauty care
products like Besan, MultaniMitti etc. F&L changed all
that. Launched in 1975, F&L is the productborn in the
Unilever research center. In 1988 the brand went
international. F&L commands a market share of 70% in
the Rs 1000 crore fairness market in India.

12. F&L virtually created and owned this category for long.
In the fairness market, F&L enjoyed monopolytill Cavin
Kare entered this lucrative segment with Fairever. The
success of Fairever prompted many players like Godrej to
tap the market. F&L sustained the pressure from the
competitorby careful branding and new product launches.
The brand never failed to emulate and learn from the
competitor.When Fairever launchedthe ayurvedic
variant, F&L launcheda much better variant. Then came
the competition from Ozone Ayurvedics with their brand
No Marks trying to carvea niche. HUL counteredwith
F&L Antimarks and launcheda controversial comparative
ad that took the steam out of No Marks.
When Fairever launchedthe soap, F&L also responded
with soap. F&L never allowed the competitors to gain an
upperhand in the market which it created.
F&L achieved such tremendoussuccess because of
careful brandingand ad campaigns. Initially HUL had to
do some ugly talking about fairness. Some of the ads were
controversial because of gender inequality and stuff like

13. that. It was necessary at that period because the
category was new and the brand should first talk about the
need to be fairer.
Now the brand has laddered up to more aspirational
values like "Transformation of Women" The insight is
that the transformation will be more than skin deep.
The ads showing a girl achieving the ambition of
being a cricket commentator ( a male bastion)were
very much effective in connecting with the TG.
HUL has also extended the brand to more
aspirational values by launching Fair& Lovely
foundation that works for Women Empowerment
achievement and transformation which are the qualities
for which F&L stands for.
F&L have also launched a premium sub brand Perfect
Radiance to tap the premium segment of the market. Fair
& Lovely was able to dominate the fairness market
because of careful marketing and is a showcase of the
marketing genius of HUL.

14. Making of the Brand Fair & Lovely
Hindustan Unilever's star product in the fairness creams segment
had evolved into one of the most successful brands over three
decades in as many distinct phases.
Phase 1 saw the launch of the product in 1976 on the basic
premise that "younger women wanted to have fairer skin in
order to attract a better looking husband." HUL marketed this
brand as a beauty cream capable of providing fairness within 8
weeks. The value proposition lucidly communicated to the
consumer base read, "Get noticed by the man of your life."
During Phase 2 of Fair & Lovely's evolution, the brand talked
to a younger college going woman who is self -confident and
more modern in her outlook and believes home remedies for
facial care to be old fashioned.
In Phase 3, this further metamorphosed into a brand offering
emotional benefits for achievers who actively seek solutions and
do not look at marriage as the ultimate source of personal
achievement. Fair & Lovely thus became a brand which
communicated a message that Fairness leading to Beauty
leading to Good husband to Fairness leading to Self-confidence
leading to Good career.

15. FAIR & LOVELY VARIANTS
Different people have different skin types and that is why FAL
has a range of variants to meet the different needs.
FAL ADVANCED MULTIVITAMIN
New FAL advanced multivitamin target the same fairness
problem as 5 expert fairness treatments.
FAL AYURVEDIC CARE
The new FAL Ayurvedic care is carefully formulated by
blending 16 ayurvedic ingredients such as Lodhra and
Manjishtha. It is designed to work from within your skin to give
you to the glowing clear fairness that you have always desired
for.

16. FAL WINTER FAIRNESS
New fal winter cream is a fairness cream with the goodness of a
cold cream. The cream has FAL tri-fair vit. Complex and active
moisturizers that give you radiant fairness along with soft,
supply skin.

17. FAL ANTI MARKS
When you see a pimple do you fear that more will come? Once
pimple spot is an indication of more to come.
New fal antimarks has a break through spot- block system that
not just fades current pimple spot but also prevent them from
coming back.
FAL FOREVER GLOW
After the age of 30, your skin changes and starts looking dull,
dark, and patchy with spots.
That’s why you need a special fairness cream. The new fal
forever glow has a unique vita-AHA complex with powerful
antioxidants that remove related dullness, patchiness and

18. darkness to give you glowing fairness forever.
f al
FAL MULTIVITAMIN FACEWASH
For fairness with every wash.
FAIR & LOVELY SPOT ERASER PEN
Do dark spots keep reappearing around specific areas of your
face? This is because over a period of time, skin around certain

19. areas of your face gets damaged from deep inside causing spots
again and again.
Presenting the new fal antimarks spot eraser pen with a
best every formula of vit. Aloe and fruit essentials, its unique
pen tip releases the formula around problem areas so that it
penetrates all 5 layer of skin.

20. Negative Publicity
The brand has had its share of negative publicity, with
women’s groups calling the ad regressive. The ads, which
focused on the mass aspiration of “marrying well”, soon
moved to more progressive ones in the 1980s.
The early 1990s saw the brand take on the role of enabler
of t dreams. In the late1990s, the brand message was that
a woman could make her own destiny—a thought that
was carried forward in all its campaigns. In 2007, the
brand tweaked its approach to the Power of Beauty
platform.
With the fairness cream business accountingfor the lion’s
share of the skin care productsindustry here, several
companies have launchedfairness creams in the hope of
securing a piece of the growing pie.
While nonewere able to challenge HUL in terms of
numbers, they did start eating into the company’s market
share with uniqueofferings.
Fair & Lovely was quick to take on competition—with
variants. So, whether it was uniqueofferings such as
ayurvedic formulations with saffron (to combat Fairever
by CavinKare Pvt. Ltd) or those that claimed to erase
marks (to fight No Marks by Ozone Ayurvedics), Fair &
Lovely managed to launch variants that matched, and in

21. some cases even topped,the promise touted by the
competitor. To tap the premium segment of the market,
Fair & Lovely also launchedPerfect Radiance. The
popularityof the brand and category can be gauged from
the fact that today, it even has a variant for men.
The company had highest market share and to retain that
they had to change their advertising strategies as they
were going against the society. Now there advertisements
emphasize more on empowering women.

22. HINDUSTAN UNILEVER
COMPANY HINDUSTAN UNILEVER LIMITED
CEO NITIN PARANJPE
EXCECUTIVE MR. SHRIJEET MISHRA
DIRECTOR, FOODS
EXCECUTIVE DIRECTOR, MR. HEMANT BAKSHI
HOME& PERSONAL CARE
HEADQUARTERS MUMBAI, INDIA
FOUNDED 1933

23. MISSION
HUL MISSION IS TO ADD VITALITY TO LIFE. THEY
MEET EVERYDAY NEEDS FOR NUTRITION, HYGEINE,
AND PERSONAL CARE, WITH BRANDS THAT HELP
PEOPLE FEEL GOOD, LOOK GOOD AND GET MORE.
INNOVATION
IN THEIR SCIENTIFIC INNOVATION TO MEET
CONSUMER NEEDS THEY WILL RESPECT THE
CONCERNS OF THEIR CONSUMERS AND OF SOUND
SCIENCE APPLYING RIGOROUS STANDARDS OF
PRODUCT SAFETY.

24. COMPANY PROFILE
HUL works to create a better future every day and helps people feel good, look
good and get more out of life withbrands and services that are goodfor them
and good for others.
With over 35 brands spanning 20 distinct categories such
as soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee, packaged foods, ice
cream, and water purifiers, the Company is a part of the
everyday life of millions of consumers across India. Its
portfolio includes leading householdbrands such as Lux,
Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s,
Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent,
Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality
Wall’s and Pure it.
The Company has over 16,000employees and has an
annual turnover of around Rs.25,206 crores (financial
year 2012 - 2013). HUL is a subsidiary of Unilever, one
of the world’s leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries
across the globe with annual sales of €51 billion in 2012.
Unilever has about 52% shareholdingin HUL. It is owned

25. by Anglo-Dutch company Unilever which owns a 67%
controllingshare in HUL.
VISSION
Unilever products touch the lives of over 2 billion people
every day – whether that's through feeling great because
they've got shiny hair and a brilliant smile, keeping their
homes fresh and clean, or by enjoying a great cup of tea,
satisfying meal or healthy snack.

26. Our history
In the summer of 1888, visitors to the Kolkata harbour
noticed crates full of Sunlight soap bars, embossed with
the words "Made in England by Lever Brothers". With it,
began an era of marketing branded Fast Moving
Consumer Goods (FMCG).
Soon after followed Lifebuoy in 1895 and otherfamous
brands like Pears, Lux and Vim. Vanaspati was launched
in 1918 and the famous Dalda brand came to the market
in 1937.
In 1931, Unilever set up its first Indian subsidiary,
Hindustan Vanaspati ManufacturingCompany, followed
by Lever Brothers India Limited (1933)and United
Traders Limited (1935). These three companies merged to
form HUL in November 1956; HUL offered 10% of its
equity to the Indian public, being the first among the
foreign subsidiaries to do so. Unilever now holds52.10%
equity in the company. The rest of the shareholdingis
distributed among about 360,675 individual shareholders
and financial institutions.

27. Pond's (India) Limited had been present in India since
1947. It joined the Unilever fold through an international
acquisition of Chesebrough Pond's USA in 1986.
Since the very early years, HUL has vigorously responded
to the stimulus of economic growth. The growth process
has been accompanied by judicious diversification,
always in line with Indian opinionsand aspirations.
HUL formed a 50:50 joint venture with the US-based
Kimberly Clark Corporation in 1994, Kimberly-Clark
Lever Ltd, which markets Huggies Diapers and Kotex
Sanitary Pads. HUL has also set up a subsidiary in Nepal,
Unilever Nepal Limited (UNL), and its factory represents
the largest manufacturing investment in the Himalayan
kingdom.
In January 2000, in a historic step, the government
decided to award 74 per cent equity in Modern Foods to
HUL, thereby beginning the divestment of government
equity in publicsector undertakings (PSU) to private
sector partners. HUL's entry into Bread is a strategic
extension of the company's wheat business. In 2002, HUL
acquired the government's remaining stake in Modern
Foods.

28. In 2003, HUL acquired the Cooked Shrimp and Paste
urised Crabmeat business of the Amalgam Group of
Companies, a leader in value added Marine Products
exports.
In 2007, the Company name was formally changed to
Hindustan Unilever Limited after receiving the approval
of shareholdersduring the 74th AGM on 18 May 2007.
Brooke Bond and Surf Excel breached the the Rs 1,000
crore sales mark the same year followed by Wheel which
crossed the Rs.2,000 crore sales milestone in 2008.
On 17th October 2008 , HUL completed 75 years of
corporateexistence in India.
In January 2010, the HUL head office shifted from the
landmark Lever House, at Backbay Reclamation, Mumbai
to the new campus in Andheri (E), Mumbai.
On 15th
November, 2010, the Unilever SustainableLiving
Plan was officially launchedin India at New Delhi.
In March, 2012 HUL’s state of the art Learning Centre
was inaugurated at the Hindustan Unilever campus at
Andheri, Mumbai.

29. In April, 2012, the Customer Insight & Innovation Centre
(CiiC) was inaugurated at the Hindustan Unilever campus
at Andheri, Mumbai.

30. Objective
• To study on the purchase pattern and
level of satisfaction.
• To find out the brand preference for
fairness cream among female.
• To study on the side effect of using
fairness cream.

31. Research methodology
Selection of type of method for data collection is one of
most critical parts of any research. This is all about
discussing the different techniques and method for data
collection and selection of the most suitable method for
the particular study. This is done through evaluation of
the strength and weaknesses of each method.
The federal definition of research by Messian college as
defined in the federal policy is “Research means a
systematic investigation, including research
development, testing and evaluation, designed to
develop or contribute to generalize knowledge”.
Definition of Research
“A detailed study of a subject, especially in order to
discover (new) information or reach a (new)
understanding”
Research methodology is a way to systematically solve the
research problems. It may be understood as a science of
studying how research is done scientifically.
In it we study the various step that are generally adopted by a
researcher in studying his research problem along with he

32. problem behind them. It is necessary for the researcher to
know not only the research methods/ techniques but also the
methodology.
Researcher not only to needs to know how to develop certain
indices or the tests, how to calculate the mean, the mode, the
median and the standard deviation or the chi square, how to
apply particular research techniques, but they also need to
know which of these methods or techniques, are relevant and
are not, what would they mean and indicate and why.
Researcher also need to understand the assumption
underlying various techniques and they need to know the
criteria by which they can decide the certain techniques and
others will not.
All this means that it is necessary for the researcher.
The methodology used for the study was very rigorous.
Appraisal forms were made, interviews with employees were
held and websites were checked for any type of information
related to the study. Random selection procedure was used

33. and a sample of 50 employees was taken. The methodology
so applied is briefly discussed below step by step.
RESEARCH DESIGN
Research design is the overall description of all the steps
though which the projects have preceded forms the setting of
objectives to the writing of the project report. The success of
the project depends on the soundness of the research design,
which includes problem definition, specific method of data
collection and analysis and time required for the project.
TYPES OF RESEARCH DESIGN
The research design is formulated after the formulation of
objectives and according to the requirement of the study. The
following types of research design are used for the purpose of
study with different objectives in frame of mind.
• EXPLORATORY RESEARCH DESIGN
This is used to formulate a problem for more precise
investigation or for developing hypothesis. It is also a used
for establishing priorities for further research; it also clarifies
the concepts and making analyst familiar with the problem.

34. • EXPERIMENTAL RESEARCH
Experimental research is also called experimental or casual
research, experimental is defined as a process where events
occur in a setting at the discretion of the researcher and the
controls are used to identify the resources of variation in
subjects’ response. The following are most common design
for the marketing experiments.
• “After only design”
• “Before after design”
• “Before after with control group design”
• “After only with control design”
• “Ex post facto design”
• Continuous dairy panel design”
• Factorial design”

35. DESCRIPTIVE RESEARCH DESIGN
Descriptive studies undertaken in such a circumstances where
researcher is interested in knowing the demographic
characteristics of the consumer of when he is interested in
knowing the proportion of people in the given population
who behaves in the particular manner making projection of
the certain thing or determining relation between two or more
variable.
The descriptive research in the research as the name implies
are design to describe something besides the emphasis on
description it, should it or should not be conclude that such
studies should simply fact gathering expeditions.
Unfortunately, it is relatively easy to start a descriptive study
with the vague thought that the data collected with
interesting.
Hence we have used descriptive research design. The
population taken for the purpose of study comprised of
people from middle class, upper class.

36. SOURCES OF DATA
There are types of data secondary and primary data. The
secondary data refers to those data which are gathered for
some other purpose and are already available in the firm’s
internal record and commercial purpose’ magazines and who
sites.
On the other hand, primary data do not exist already is record
and publication. The one has to gather primary data a fresh
from the specific study undertaken by him.
Main source of the data was a primary source of the data
collection for determining the performance appraisal process
of the employees and to study the factors upon which
performance of the employees are appraised, secondary
source of data were used.
PRIMARY SOURCE
The Data required for this stage was regarding the detail of
fair & lovely about the level of satisfaction and the side effect
of it. Appraisal form was the instrument used in the study as a
primary source of data.

37. Research Design
• General Methodology
The methodology adopted for this project was completely
based on primary and secondary information. The locate of
the study was NAGINA District BIJNOR of Uttar Pradesh.
It comprised of determining the objective of the study and
drafting the questionnaire. The questionnaire was design
keeping in mind the objective of the study. It was designed
with due guidance of my mentor.
• Data Sources
The research called for gathering primary data only. Hence,
primary sources were considered for the collection of data.
For the purpose of collecting information from customers a
structured questionnaire was formulated and was contacted
directly.

38. Primary Data
• The primary data is gathered for specific purpose and is
collected by the researcher himself. It included direct
communication and feedback from the customers.
• Statistics not gathered for the immediate study at hand but for
some other purpose.
• Information complied for some purpose other than the current
investigation.
• Research Approach
The research conducted was exploratory in nature and the
goal was to gather preliminary data to shed light on the real
nature of problems and to suggest possible solutions.
• Research Instrument
• Personally administered questionnaire
• Unstructured interview
For the purpose of the project, a questionnaire was designed
to collect data the consisted of close ended questions & open
ended questions. A survey technique was used to collect the

39. data. During the project survey of customers using personal
interview was done at random and predetermined locations in
Bareilly and a predetermined structured questionnaire was
administered to them. The areas covered were as following.
• nagina district bijnor
Sampling Unit
The study was restricted to Nagina only. Keeping in mind the objective of the
study we sampled.
Sample Size
The sample size taken for the purpose of study was around 50 respondents from
the Nagina region.
Sampling Procedure
I tried to contact customers almost from all the places of Nagina region.
Method of sampling:- convenience Sampling method.
Convenience sampling is a method of choosing subjects who are available or
easy to find. This method is also sometimes reffered to as accidental or
convenience sampling.
Contact Method: - I personally visited most of the customers after seeking prior
appointment and randomly.

40. Data presentation and analysis
1. Do you use fair n lovely cream? If no please specify?
yes 50
no 0
Analysis: Out of the total 50 respondent 50
respond YES and 0 respond NO.
50
00
10
20
30
40
50
60
yes no
Series1

41. 2. Which factor influenced you in buying fair n lovely? if no specify
Fairness 37
Sunscreen 8
Fragrance 5
None 0
Analysis: 37 i.e. 74% of the respondent considered fairness
provided as the prime factor in making a choice of fairness
cream. The second rated is sunscreen with 8 respondent laying
importance to it. The least rank is fragrance 5 i.e. 10%.
37
8
5
0
fairness sunsceen fragrance none
Series 1
Series 1

42. 3. Which fairnesscream did you use before it was
introduced?
ponds 13
emami 2
fairone 5
olay 2
johnsons' baby cream 1
recova 2
garnier 3
vivel 1
charmis 1
vicco 1
cold cream 1
simple fairnesscream 1
none 17
Analysis:out of 50 respondent, 17 respond none which they use before
fair & lovely, 13 repond ponds, 2 respond emami, 5 respond fairone, 2
respond olay, 1 repond Johnson’s baby cream, 2 respond recova,
3respond garnier, 1 respond vivel, 1 respond charmis, 1 respond vicco,
1 respond cold cream, 1 respond simple fairness cream.
13
2
5
2 1 2 3 1 1 1 1 1
17
0
2
4
6
8
10
12
14
16
18
Series1

43. 4. Who recommend you to use fair n lovely for the first time?
Friend 5
family/relative 5
retaileropinion 7
advertisement 32
Others 2
Analysis: out of 50 respondent, 32 are aware through
advertisement, 5 through friends, 5 through family, 7 through
retailoropinionand 2 through others.
5 5 7
32
20
5
10
15
20
25
30
35
friend family/relativeretailer opinion advertisement others
Series1

44. 5.How often do you buy it ?
lessthan 1 month 21
1-3 month 19
3-6 month 7
more than 6 month 3
Analysis: out of the total 50 respondent, 21 buy in less
than 1 month, 19 buys 1-3 month, 7 buy 3-6 month, 3 buy
more than 6 month.
21
19
7
3
0
5
10
15
20
25
less than 1 month 1-3 month 3-6 month more than 6 month
Series1

45. 6.How many times do you use fair n lovely in a day?
once 19
Twice 23
Thrice 6
more than thrice 2
ANALYSIS: out of the total 50 respondent, 19 prefer only 1 time
to use fair & lovely in a day and 23 prefer twice in a day, 6
prefer thrice in a day and 2 prefer more than thrice.
19
23
6
2
0
5
10
15
20
25
once Twice Thrice more than thrice
Series1

46. 7.will you recommend it to others?
Yes 46
No 4
Analysis: out of the total 50 respondent 46
prefer to recommend fair & lovely to others
and 4 say “no”.
46
40
10
20
30
40
50
yes no
Series1

47. 8. Who else in your house use it?
mother 14
sister 23
cousin 9
none 8
Analysis:Out of the total 50 respondent, in every
respondent house 26% mother use fair & lovely and 42%
sister use fair & lovely and 17% cousin use fair & lovely
and 15% are the non- user of fair & lovely.
14
23
9 8
0
5
10
15
20
25
mother sister cousin none
Series1

48. 9.How long does this cream take to make your face to
look fair n lovely?
lessthan 1 month 29
1-3 month 15
3-6 month 3
more than 6 month 3
Analysis: more than half i.e. 58% respondent consider
less than 1 month to make face to look fair and 30%
respondent considered 1-3 month and 6% respondent
considered 3-6 month and 6% respondent considered
more than 6 month.
29
15
3 3
0
5
10
15
20
25
30
35
less than 1 month 1-3 month 3-6 month more than 6
month
Series1

49. 10. What is the packaging size of it that you are usually buy?
small packet 12
small tubes 13
large one 25
Analysis: out of the total 50 respondent, 25
prefer large packaging size while 12 prefer
small packet and 13 prefer small tubes.
12 13
25
0
5
10
15
20
25
30
small packet small tubes large one
Series1

50. 11. At what times do you use it?
Intervals 18
simultaneously 25
occasionally 7
Analysis: 25 respondent use simultaneously, 18
respondent use at interval and 7 respondent use
occasionally.
18
25
7
intervals simultaneously occasionally
bar graph
Series1

51. 12. What rate will u give to the following?
particular Excellent Verygood Good Average poor
Sweatcontrol 8 11 13 9 9
Smoothness 10 10 20 7 3
Colour 15 9 19 6 1
Packaging 12 14 6 15 3
Protecting 5 10 17 14 4
From overall uses 11 19 13 2 5
8 10 15 12
5
11
11 10
9 14
10
19
13
20
19
6
17
139
7 6
15 14
29
3 1 3 4 5
sweat control smoothness colour packaging protecting from overall
uses
bar graph
excellent very good good average poor

52. 13. Does it have any side effect? If yes what are they
pimples 3
rashes 5
irritation 3
skin allergy 1
others 2
none 36
Analysis: fair & lovely wins by clear majority of 72%
where 36 out of 50 respondents feel that fair &
lovely does not have any side effects.
3 5 3 1 2
36
0
5
10
15
20
25
30
35
40
pimples rashes irritation skin allergy others none
Series1

53. 14.Are you satisfiedwith this cream? If no please
specify
yes 47
No 2
average satisfied 1
Analysis: 47 respondents are satisfied with this
cream, 2 are not satisfied and 1 is average satisfied.
47
2 10
5
10
15
20
25
30
35
40
45
50
yes no average satisfied
Series1

54. 15. What changes do you the manufacturer to make in
their brands?
packaging 6
price 2
fragrance 2
quality 1
attractive 1
conversionof drycream intooilycream 2
fairn lovelylotion 2
workfor 12 hours 1
nothing 32
introduce newtypesof fairnlovelycream 1
0
5
10
15
20
25
30
35
Series1

55. FINDINGS OF STUDY
 More than half i.e. 74% of the respondents considered
“fairness” provided as the prime factor in making a choice
of fairness cream. The second rated is “sunscreen” with
16% respondents laying importance to it. The least rank is
fragrance i.e. 10%.
 63% i.e. 32 out of 50 respondents feel that fair & lovely
advertisements attract users towards the product.
 As per the packaging size 50% of respondents prefer fair &
lovely in the “large size”.
 Fair & lovely wins by clear majority of 72% where 36 out
of 50 respondents feel that fair & lovely does not have any
side effect.
 More than half i.e. 94% of the respondents are satisfied
with fair & lovely while 4% are not satisfied and 2% are
average satisfied.
 58% i.e. 29 out of 50 respondent considered less than 1
month “take to make face to look fair”.

56. Suggestion & recommendation
 Packaging should be improved.
 Price of fair & lovely should be decreased.
 Fragrance of fair & lovely is low and it
should be increased. It should introduce fair
& lovely body lotion.
 As per the respondent fair & lovely cream is
dry so changes should be made accordingly
to remove the dryness of the cream.
 Quality should be improved.

57. BIBLIOGRAPHY
www.google.com
www.fair&lovely.com
www.hul.com
www.hul/annualreport/co.in

58. Appendix
Q1 Do you use fair n lovelycream? If no please specify
a) yes
b) no
Q2 Whichfactor influencedyouin buyingfair n lovely?ifnospecify
a) fairness
b) sunscreen
c) fragrance
d) none
Q3 which fairnesscream didyou use before it was introduced?
a) ponds
b) emami
c) fairone
d) olay
e)johnsons' babycream
f) recova
g) garnier
h) vivel
i) charmis
j) vicco
k)coldcream
l) simple fairnesscream
m) none
Q4 who recommendyou to use fair n lovelyfor the first time?
a) friend
b) family/relative
c) retaileropinion
d) advertisement
e) others

59. Q5 How oftendo you buy it ?
a) lessthan 1 month
b) 1-3 month
c) 3-6 month
d) more than 6 month
Q6 How many timesdo you use fair n lovelyin a day?
a) once
b) Twice
c) Thrice
d) more than thrice
Q7 will you recommendit to others?
a) yes
b) no
Q8 who else inyour house use it?
a) mother
b) sister
c)cousin
d)none
Q9 How long doesthis cream take to make your face to lookfair n lovely?
a) lessthan 1 month
b) 1-3 month
c) 3-6 month
d) more than 6 month
Q10 What is the packaging size of it that you are usually buy?
a) small packet
b) small tubes
c) large one
Q11 At what timesdo you use it?
a) intervals
b) simultaneously
c) occasionally

60. Q12 what rate wouldyou give to the following? excellent very
good
good average poor
a) sweat control
b) smoothness
c) colour
d) packaging
e) protecting
f) from overall uses
Q13 Does it have any side effect?Ifyes what are they
a)pimples
b) rashes
c) irritation
d) skinallergy
e) others
f) none
Q14 Are you satisfiedwiththis cream? If no please specify
a) yes
b) no
c) average satisfied
Q15 what changesdo you the manufacturer to make in their brands?
packaging
price
fragrance
quality
attractive
conversionof dry cream into oily cream
fair n lovelylotion
work for 12 hours
nothing
introduce new typesof fair n lovelycream