Mr. A.SIVAKUMAR-M.Com, M.Phil, NET,Ph.D.

,
Assistant professor of Commerce
C.S.I Jayaraj AnnapackiamCollege
Nallur - 627 853.

CERTIFICATE

This is to certify that the Project Work entitled “A STUDY ON

BUYING BEHAVIOUR OF CONSUMERS TOWARDS FAIRNESS
CREAM WITH SPECIAL REFERENCE TO ALANGULAM” is a
bonafide record of the project work done by R.SELVA LAKSHMI,
C.SHANTHI, R.SIVARANJANI, V.SONIKA, M.SORNA SELVI,
Students ofDepartment of commerce, CSI Jayaraj Annapackiam College,
Nallur, under my Guidance.
It is also certified that the above work is an independent and
original work of the candidates not previously formed the basis for the
award of any degree, diploma and similar title of the candidates.

PRINCIPAL FACULTYGUIDE

(Dr.D.HARRINGTON THOMAS) (Mr.A.SIVAKUMAR)

HEAD OF THE DEPARTMENT EXTERNAL EXAMINER

(Dr.P.ABRAHAM )

Submitted for the viva-voce Examination_____________

 DECLARATION BY THE CANDIDATE

We,R.SELVA LAKSHMI, C.SHANTHI, R.SIVARANJANI,

V.SONIKA, M.SORNA SELVI,hereby declare that this subject relevant

project report entitled “A STUDY ON BUYING BEHAVIOUR OF

CONSUMERS TOWARDS FAIRNESS CREAM WITH SPECIAL

REFERENCE TO ALANGULAM”is a record of the project work

carried by us under the Guidance ofMr. A.SIVAKUMAR, M.Com,

M.Phil, NET,Ph.D., on partial fulfillment of the requirement of the

Degree of Bachelor of commerce programme of the Manonmaniam

Sundaranar University.

We also declare that this project report is an independent and

original work of us not previously formed the basis for the award of any

degree, diploma, and similar titles.

NAME REG.NO. SIGNATURE

R.SELVA LAKSHMI 1013534
C.SHANTHI 1013535
R.SIVARANJANI 1013536
V.SONIKA 1013537
M.SORNA SELVI 1013538
 ACKNOWLEDGEMENT

We praise and thank the almighty God for showering His blessings

upon me to complete this project in time without any difficulties.

Ourwhole hearted thanks and everlasting gratitude to our Principal

Dr.D.HARRINGTON THOMASPh.D.,for given us to do this project

work.

We express our hearty and deep sense of gratitude to head of the

department of commerceDr.P.ABRAHAM, M.Com, M.Phil, Ph.D,SET.,for

his extreme level of help rendered the course of study.

We feel great pleasure in expressing our deep sense of gratitude

and indebtedness to my guide Mr.A.SIVAKUMAR,M.Com.,

M.Phil.,NET.,Ph.DAssistant professor of Commerce of our college for

his inspiring and scholarly guidance rendered to us at every stage of our

study, right from the selection of the topic to the completion of this work.

We sincerely thank the respondents of this study. Our heart full

thanks to our parents, family members, friends and well wishers for their

support they extended throughout the period of ourproject work.

LIST OF TABLE
TABLE TITLE PAGE
NO. NO.
1 AGE OF THE RESPONDENTS 26
2 GENDER OF THE USERS 28
3 MARITAL STATUS 30
4 EDUCATIONAL QUALIFICATION 32
5 INCOME OF THE RESPODENTS 34
6 AWARENESS ABOUT FAIRNESS CREAM 36
7 SOURCES OF INFORMATION 38
8 INFLUENCING FACTOR 40
9 FAIRNESS CREAM USING BY THE RESPONDENTS 41
10 REASON FOR SELECTING 43
11 PERIOD OF USING 45
12 AMOUNT SPEND BY THE RESPONDENTS 47
13 CHANGING STATUS 49
14 REASON FOR CHANGING 51
15 FREE PRODUCT OF THE COMPANY 53
16 SATISFACTION OF FREE PRODUCT 55
17 DISCOUNT OF THE PRODUCT 57
18 SATISFACTION TOWARDS DISCOUNT 59
19 SATISFACTION OF THE PRODUCT RESULT 61
20 STEPS AGAINST DIS-SATISFACTION 63
21 OVERALL SATISFACTION 65
22 SATISFACTION TOWARDS PRODUCT FACTORS 67
23 OVERALL OPINION OF THE RESPONDENTS 68

LIST OF CHART

CHART TITLE PAGE

NO. NO.
1 AGE OF THE RESPONDENTS 27
2 GENDER OF THE USERS 29
3 MARITAL STATUS 31
4 EDUCATIONAL QUALIFICATION 33
5 INCOME OF THE RESPODENTS 35
6 AWARENESS ABOUT FAIRNESS CREAM 37
7 SOURCES OF INFORMATION 39
 8 FAIRNESS CREAM USING BY THE RESPONDENTS 42
9 REASON FOR SELECTING 44
10 PERIOD OF USING 46
11 AMOUNT SPEND BY THE RESPONDENTS 48
12 CHANGING STATUS 50
13 REASON FOR CHANGING 52
14 FREE PRODUCT OF THE COMPANY 54
15 SATISFACTION OF FREE PRODUCT 56
16 DISCOUNT OF THE PRODUCT 58
17 SATISFACTION TOWARDS DISCOUNT 60
18 SATISFACTION OF THE PRODUCT RESULT 62
19 STEPS AGAINST DIS-SATISFACTION 64
20 OVERALL SATISFACTION 66
21 OVERALL OPINION OF THE RESPONDENTS 69

TABLE OF CONTENTS

CHAPTE TITLE PAGES

R

I INTRODUCTION 1 – 15
&
HISTORY OF FAINESS CREAM
COMPANIES

II RESEARCH DESIGN 16 – 24
&
PROFILE OF THE STUDY AREA

II
I ANALYSIS AND INTERPRETATION OF 25 – 69
DATA

IV SUMMARY OF FINDINGS, 70 - 74
SUGGESTIONS AND CONCLUSION
 BIBLIOGRAPHY

INTERVIEW SCHEDULE

A STUDY ON BUYING BEHAVIOUR OF CONSUMERS

TOWARDS FAIRNESS CREAM WITH SPECIAL REFERENCE
TO ALANGULAM

1. Name :

2. Age : Below 15 15 – 20 20 – 25

25 – 30 above 30 years

3. Gender : Male Female

4. Marital status : Married Un – married

5. Educational level : Illiterate Primary & H.S.S

UG Post graduate

6. Monthly income : Below Rs 5000 Rs 5,000 – 10,000

Rs 10,000 – Rs 15,000 above Rs 15,000

7 i) Are you aware of fairness cream?

 Yes No

ii) If yes, how did you come to know that?

Advertisement Seller

Friends & relatives Journals Others

8. What are the factors influences to purchase this particular brand? (Please ranking
them)

Promotional offer Friends availability

Ranges available advertisement

9. Which of the following brand using by you?

Panjaras Fair & lovely Olay

Fair – ever Himalaya Ponds Others

10. Reason for choosing, this particular brand? ( Ranking them)

Reasonable price attractive package

Ayurvedic content Smell Variety of flavors

11. How long have been using above stated brand

Less than six months 6 months to 1 year

2 – 3 years more than 3 years

12. How much amount spends for this product per year?

Below 250 250 – 500 500 – 750

750 – 1000 above 1,000

13 i) Have you ever change your fairness cream?

Yes No

ii) Reason for changing?

High price timely non availability less flavour

 Low quality Skin problem others

14. Are you satisfied with the result of the brand you prefer?

Yes No

15. Any other suggestions