CHAPTER – I

INTRODUCTION

&

HISTORY OF FAIRNESS CREAM COMPANIES

1.2 FAIRNESS AND COLOR IN INDIAN HISTORY

The caste system, believed to have been introduced by the nomadic,

Caucasian Aryan group when they arrived in India around 1500 BCE, is often
blamed for first creating color-based divisions in Indian society. Social historians
hypothesize that the defeat of the indigenous, darker-skinned Dravidian
populations at the hands of these fair-skinned foreigners sparked off the
imposition of an alien caste system. In order to keep the local Dravidians
suppressed and to establish a superior status, the Aryans differentiated people into
various social strata or varnas (Sanskrit for "color").

The apex of the caste pyramid was assumed by the fair-skinned priestly
Brahmins followed by the warriors or Kshatriyas, who were often associated with
the color red owing to their ferocity on the battlefield. The next layer was
comprised of the Vaishyas or farmers and merchants who were symbolized by the
color yellow. The Shudras or laborers fell to the bottom of the hierarchy and were
comprised mainly of the darker-skinned menial workers, such as the Dravidians.
Yet others, such as the Dalits or Untouchables, were considered to be too impure
to even be included in the caste pyramid. These complexion-based rifts were
further emphasized through religion. Hindu mythology, for example, depicts
heroic tales of fair-skinned benevolent gods, such as Ram and Shiva, fighting the
darker-skinned devils and demons, analogous to the Aryan versus Dravidian
battle. Religious stories, such as that of Lord Shiva ridiculing his wife, Goddess
Parvati, for her dark-skin color, remain part of the religious literature:

1
 One day the god Shiva teased his wife, the goddess Parvati, about her dark
skin; he called her "Blackie" (Kali) and said that her dark body against his white
body was like a black snake coiled around a pale sandalwood tree. When she
responded angrily, they began to argue and to hurl insults at one another. Furious,
she went away to generate inner heat in order to obtain a fair, golden, skin.

One could argue that these mythological scriptures were not meant to
promote racism based on skin color, but nevertheless they have created
stereotypes in the minds of the readers and followers-stereotypes that have
lingered for generations. The period of British rule in India from 1858 to 1947
further fuelled the divisions associated with white and dark skin. Some argue that,
during this period, the minds of millions of Indians were influenced by the image
that fair skin signifies superiority, dominance, and power, while dark skin
represents the weaker, inferior masses. Lighter skin thereby emerged as a vehicle
for shifting one's social status from the side of the oppressed to that of the more
powerful oppressor.

The stereotypical image of the British woman with her white skin, blond
hair, and blue eyes, has lingered over the years as the epitome of pristine beauty.
This further explains the hangover effect amongst Indian women who strive to
emulate their foreign counterparts by lightening theirskin tone.

Given Indians' reverence for skin color based on social, religious, and
historical dynamics, it seems logical that the skin care industry (in particular, the
niche skin-whitening product market) is currently one of the biggest and fastest-
growing segments of the bustling Indian economy. Changing lifestyles, higher
disposable incomes, and the sharp rise in globalization via television and the
Internet (by which more Indians are being exposed to foreign physical attributes,
such as fair skin and blond hair), however, also contribute to this growth.

1.3 THE POWER OF ADVERTISING

The natural preference for a fair skin has been fanned by the
manufacturers of fairness creams. Advertisements in the media aim to produce a

2
hierarchy of values based on the notion that fairness is an object of desire. Certain
advertisements had tried to project a notion that a fair skin is a necessary
prerequisite for success in both the professional and the personal sphere. The
natural anxiety of men and women regarding skin colour has been heightened.
Whitening has been represented as an active process effected through lightening.2
Fairness creams portray fair skin as an object of desire in countries where a large
proportion of the population is dark. Fair skin is said to heighten attractiveness
towards the opposite sex. The advertisement for a male fairness cream shows a
dark-skinned college boy being ignored by girls. On using the product his
complexion lightens and girls flock to him like moths to a flame.

1.4 ADVERSE EFFECTS OF SKIN LIGHTENING PREPARATIONS:

Certain advertisements portray the sun as an enemy and harp on the theme
that the skin should be protected using sunscreens and sun blocks. A demelanised
skin would of course be more vulnerable to damage by the sun. Many fairness
creams may contain skin-bleaching agents like hydroquinone, steroids, mercury
salts, hydrogen peroxide and magnesium peroxide among others. Mercury
derivatives may cause neurotoxicity, mercury-induced nephropathy and
immunotoxicity. Hydroquinone preparations can cause ochronosis, hyperchromic
or hypochromic erythrocytes and neuropathy.9 It is reported that up to 60% of
those who practice skin lightening may suffer from at least one complication.

1.5 ECONOMIC IMPACT OF FAIRNESS CREAMS

Added to the adverse effects, the cost is another worrying fact associated
with the use of fairness creams. In India, it was found that of the Rs. 3,000-crore
cosmetics and toiletries market, the skincare segment accounts for Rs. 1,200
crore. Among these cosmetics products, fairness products account for a whopping
Rs 700 crore of this segment. The annual growth rate is between 10 and 15 per
cent.10 One popular cosmeceutical company recently has reported that the rural
growth of their market had been phenomenal in the latter part of the year, 2006
from 1.7 per cent in the first quarter to 14 per cent in the last quarter. They also
launched several newer products in the latter part of the year, leading to an overall
64 per cent market growth.11 In general, the cost of fairness creams is very high.

3
For example, one of the commonly used fairness creams cost 45 Nepalese rupees
(1US$=72.5 Nepalese rupees) for 45 grams. One might need 45 grams for a week
making the monthly expenditure nearly 200 Nepalese rupees. Many times, the
patients go for a more costly preparation believing that these will work better for
them.

1.6 HISTORY OF FAIR&LOVELY:

Fair & Lovely's skin-lightening technology is known to be the best in the

world! However, this hasn’t stopped the brand from innovating further to pioneer
the development of cutting-edge fairness solutions.
Fair & Lovely's brand-essence of ‘Rescripting Destiny’ has played a decisive role
in its noteworthy presence in over 30 countries. Today, 250 million consumers
across the globe strongly connect with Fair & Lovely as a brand that stands for
the belief that 'beauty that empowers a woman to change her destiny'. The brand's
commitment towards empowering women has inspired the initiation of Fair &
Lovely Foundation. Time after time the foundation initiates various education &
employment-related programs that give underprivileged women the power to
overcome all barriers & change their lives.
KEY FACTS
Know Fair & Lovely even better!
 Developed in 1975, Fair & Lovely is the world’s first fairness cream.
 It contains no bleach or harmful ingredients. Instead, it provides visible
fairness in a safe and reversible process.
 In 2003, it was rated as the Twelfth Most Trusted Brand in India by
ACNielsen ORG-MARG.
 In 2004, it was identified as a Super Brand.

1.7 HISTORY OF OLAY:

4
 Olay originated in South Africa as Oil of Olay. Graham Wulff (1916-
2008), an ex-Unilever chemist from Durban, started it in 1949. The name "Oil of
Olay" was chosen by Wulff as a spin on the word "lanolin", a key ingredient.

It was unique in the early days because it was a pink fluid rather than a
cream, packaged in a heavy glass bottle. Wulff and his marketing partner, Jack
Lowe, a former copywriter, had tested the product on their wives and friends and
were confident in its uniqueness and quality.

Olay's marketing was also unique, since it was never described as a

moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what
the product actually did. Print adverts used copy such as “Share the secret of a
younger looking you” and talked about the ‘beauty secret’ of oil of Olay. Other
adverts were written as personal messages to the reader from a fictitious advice
columnist named Margaret Merril. They ran in Readers’ Digest and newspapers
and often looked like editorials.

Wulff and Lowe, who ran the company under the banner of Adams
National Industries (ANI), did not sell the product to the trade, but waited for
pharmacies to ask for it based on consumer requests.

As the company began to market the product internationally, it was

decided to modify the name of the product in each country so it would sound
pleasing and realistic to consumers. This led to the introduction of Oil of Ulay
(UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France, Italy,
the Netherlands and Germany). In 1970, ANI opened a test market in USA
(Chicago), and was expanding into northern Germany.

1.8 HISTORY OF HIMALAYA:

Himalaya's story began way back in 1930. A curious young man riding
through the forests of Burma saw restless elephants being fed the root of a
plant, Rauwolfia serpentina, which helped pacify them. Fascinated by the plant's
effect on elephants, this young man, Mr. M. Manal, the founder of Himalaya,
wanted to scientifically test the herb's properties.

5
 With no money and only a pocketful of dreams, he pawned his mother's
jewelry to buy a hand-operated tableting machine. The years that followed were a
time of endurance and a test of the young man's patience, strength and passion.
He spent his days learning about herbs from neighborhood healers and his nights
working on the machine to make a few hundred tablets. His vision was to 'bring
the traditional Indian science of Ayurveda to society in a contemporary form'.

In a time when herbal products were regarded with scepticism, our

founder's belief in the healing power of herbs was unwavering. He felt that if
people were offered safe and effective herbal medicines, they would come to
accept them as part of their healthcare routine. He believed that herbal medicines
could and should be evaluated on the same quality and efficacy parameters as
conventional medicine. This was possible through empirical research. Once
scientific research proved that herbal products worked, even doctors could be won
over. This was a big dream with big challenges. But he persevered on despite the
obstacles.

After four years of researching the herb Rauwolfia serpentina, Serpina®,

the world's first natural antihypertensive drug was launched in 1934.

The discovery set the future course for Himalaya. It taught us the value of
scientific research. It also taught us the importance of patience, passion and
perseverance. We have since focused on converting Ayurveda's herbal tradition
into a range of proprietary formulations dedicated to healthy living and longevity.

In 1955, Himalaya introduced Liv. 52, a liver formulation that ensures

optimum liver function. The product soon became our flagship brand anda top
selling herbal medicine. Other brands soon followed including Cystone, Bonnisan
and Rumalaya forte, products that went on to become household names.

In 1999, Himalaya entered the personal care segment under the brand name
'Ayurvedic Concepts'.This was unchartered territory which brought with it new
challenges and new opportunities for learning. People around the world were

6
waking up to the benefits of herbal and natural products for their personal care
needs. Himalaya had close to seven decades of research experience in herbal
medicine and this legacy had helped us understand the world of herbs. The
prospect of entering the personal care space was therefore exciting. We wanted to
give customers herbal personal care products that were mild, gentle, hard-working
and steeped in science! Our guiding philosophy was to develop a range of
personal care products rooted in Ayurveda and backed by research, a mainstay of
the Himalaya brand. By remaining true to our research ethic, we built credibility
for our range of herbal personal care products and gained the trust of our
customers. A year later, we expanded our portfolio to include animal health
products with the objective of caring for the health and well-being of animals.

With our expanding range of products and growth in international markets,

Himalaya underwent a rebranding where the entire range was brought under a
single umbrella- Himalaya Herbal Healthcare. With the present portfolio of
pharmaceuticals, personal care, baby care, well-being and animal health products,
Himalaya has evolved into a 'head-to-heel' herbal wellness company.

After close to 80 years, we remain committed to enriching the lives of

people who use our products. Himalaya's therapeutic products have brought relief
to people suffering from ailments like liver disorders, diabetes to kidney stones
and joint disabilities. Our personal care range captures the best in nature and
science, giving our customers products that are gentle, effective and safe for long-
term use. Our vision is to offer wellness in every home and for the whole family
through our herbal healthcare and personal care products.

Today, the Himalaya brand is synonymous with safe and efficacious herbal
products. We operate in over 80 countries, our products are prescribed by 400,000
doctors worldwide, and millions of customers trust us for their health and
personal care needs

1.9 HISTORY OF PONDS:

7
 Pond's Cream was invented in the United States as a patent medicine by
pharmacist Theron T. Pond (1800–1852) of Utica, New York, in 1846. Mr. Pond
extracted a healing tea from witch hazel which he discovered could heal small
cuts and other ailments. The product was named "Golden Treasure." After Theron
died, it would be known as "Pond's Extract." 

In 1846, the "T.T. Pond Company" was formed with Pond and other
investors. Soon after, he sold his portion of the company because of failing health.
He died in 1852. In 1914, the company was incorporated under the name "Pond's
Extract Company" 

The company then moved to Connecticut establishing its manufacturing

center there. Later it moved its sales office to New York City.

In 1886, Pond's began to advertise nationally. They advertised under the

name of Pond's Healing until 1910.

By the twentieth century, the company's main emphasis was selling

cosmetics products. The "Pond's Vanishing Cream" and the "Pond's Cold Cream"
were created, marking the entrance of Pond's products into the facial care
industry. Today Ponds is sold around the world. Its larger markets are in Spain,
India, Japan and Thailand.

1.10 HISTORY OF BANJARAS:

Under the banner of vishal industries the saga of Banjaras success started.
He primary aim was to create pure herpal based solutions.The company then
entered into the market with only six products exclusively for hair and face care,
Owing to the commitment for customers satisfaction, the company today has over
68 varied products with 120 sizes in different categories of face care and hair
care. The company is also in the process of introducing 20 new skin care range by
the year end.
Banjaras recognizes the significant role played by its professional
marketing team, distributors stockists and retailers in its phenomenal growth.
Presently the company has its presence in south and east india where the brand
Banjaras has recognized name. With its wide range of products and clientele,
banjaras has been able to make its presence felt internationally too.

8
 CHAPTER – II

RESEARCH DESIGN

&

PROFILE OF THE STUDY AREA

2.1 INTRODUCTION:-

Now, the present people, have more knowledge about fairness creams
product through their knowledge and education. Basically, fairness cream
products means beauty as well as prevent the skin from various problems. Buying
of fairness cream means, expenses made for an quality product.

OBJECTIVES OF THE STUDY :

 To find out factors influence to purchase fairness cream.

 To know which fairness cream is familiar with people.
 To ascertain the satisfaction of the users.
 To find out reason for changing the fairness cream.
 To offer suggestions based on the findings of the study.

2.1.7 REFERENCE PERIOD

The study was undertaken to know the buying bahaviour of the

respondents towards various fairness cream, during the calendar year 2019.

9
 CHAPTER – III

ANALYSIS AND INTERPRETATION OF DATA

An attempt was made by the researcher to study the buying behaviour of

consumers towards fairness cream in Alangulam. The sample of 100 respondents,
working in different fields in the age group of below 15 to above 30 years
belonging to an income of less than Rs.5,000 to more than Rs.15,000 were
selected. Information regarding their general information, socio-economic
background and the details of their fairness cream, preference, and the level of
satisfaction, were collected with the use of an interview schedule.

10
 3.1 AGE OF THE RESPONDENTS

The survey analyses the age of the consumers under 5 classes, namely i)
below 15 ii ) 15 to 20 iii) 20 to 25 iv) 25- 30 v) above 30 years are provided in
table 3.1.

TABLE - 1

S. No Age No .of Respondents Percentage

1 Below 15 16 16
2 15 – 20 36 36
3 20 – 25 30 30
4 25 -30 10 10
5 Above 30 years 8 8
Total 100 100

Source : Primary data

Table shows that out of 100 respondents a significant portion of 16

representing 16% were in the age group of below 15, followed by 36 respondents
36% in the age of group of 15-20 years, 30 respondents in the age of 20-25 years,
10 representing a significant portion of 10% were in the age of group 25- 30 and
remaining 8% of the respondents in the age group of above 30 years.

11
 3.2 GENDER OF THE USERS

Table 3.2 reveals the gender of the respondents

TABLE - 2

S. No Gender No .of Respondents Percentage

1 Male 26 26
2 Female 4 74
Total 100 100

Source : Primary data

The above table explains the list of facial cream users based on the gender.
There is a big difference between the number of male and female using the
fairness cream both are using fairness cream but user’s percentage only varied.
Among the fairness cream users 26% are male members and 74% are female
members.

12
 3.3 MARITAL STATUS

The following table explains the marital status of the respondents.

TABLE - 3

S. No Marital status No .of Respondents Percentage

1 Married 24 24
2 Un married 76 76
Total 100 100

Source: Primary data

Table 3.3 reveals that of 100 respondents 24 fairness cream users are
married and the remaining 76 fairness cream users are unmarried. It shows that
the unmarried persons are using more fairness cream that is 76% in total.

13
3.3 MARITAL STATUS

CHART - 3

14
 3.4 EDUCATIONAL QUALIFICATION

Education background is one of the determinants of satisfaction in using

fairness cream. The following table explains that the list of fairness cream users
based on their educational qualification.

TABLE - 4

S. No Educational level No .of Respondents Percentage

1 Illiterate 4 4
2 Primary &HSS 56 56
3 UG 30 30
4 PG 10 10
Total 100 100

Source: Primary data

The above table reveals that the list fairness cream users based on their
educational qualification.-out-of 100 sample respondent 4% of the respondents
(4) are illiterate, 56% of the respondents 56 are primary & HSS, 30% of the
respondents 30 are UG and remaining 10% of the respondents (10) are PG.

15
3.4 EDUCATIONAL QUALIFICATION

CHART - 4

16
 3.5 INCOME OF THE RESPODENTS

Individual engage themselves in different Occupation Business, Govt.

employees, Pvt. employees, farmer et., To earn income. The size of income
depends largely upon the nature of the occupations as well as the positions held.
The monthly incomes of the respondents are classified under four heads and
details are giver in table 3.5.

TABLE - 5

S. No Monthly income No .of Respondents Percentage

1 Below Rs 5000 36 36
2 Rs 5,000 – 10000 28 28
3 Rs 10,001 – 15000 8 8
4 Above – 15000 28 28
Total 100 100

Source: Primary data

Table 3.5 reveals that out of 100 respondents, majority of the respondents
36% had a monthly income of below Rs 5,000 – 28% of the respondents had a
monthly income of between Rs 5,000 – 10,000, another 28% of the respondents
had a monthly income of above Rs 15,000 and remaining 8% of the respondents
had a monthly income of Rs 10,001 – 15,000.

17
3.5 INCOME OF THE RESPODENTS

CHART - 5

18
 3.6 AWARENESS ABOUT FAIRNESS CREAM

The following table explains the awareness level of the respondents.

TABLE - 6

S. No Awareness level No .of Percentage

Respondents
1 Yes 88 88
2 No 12 12
Total 100 100

Source: Primary data

Out of 100 respondents, 88% of the respondents were have awareness

about fairness cream, remaining 12 percentage of the respondents (12) don’t have
any awareness about fairness cream, but they are using fairness cream.

19
3.6 AWARENESS ABOUT FAIRNESS CREAM

CHART - 6

20
 3.7 SOURCES OF INFORMATION

They were got awareness from various sources. The awareness sources are
given in table 3.7.

TABLE - 7

S. No Sources No.of Respondents Percentage

1 Advertisement 48 55
2 Seller 2 2
3 Friend & Relative 30 34
4 Journals 5 6
5 Others 3 3
Total 88 100

Source: Primary data

Table 3.7 shows that 55% of the respondents were came to know through
advertisement, 2% of the respondents got the information about fairness cream
from seller, 34% of the respondents got information through their friend &
relatives, 6% of the respondents got information through journals and remaining
3% of the respondents got information through other sources.

3.7 SOURCES OF INFORMATION

CHART - 7

21
3.8 INFLUENCING FACTORS

22
 The following factors were influence the customers to purchase fairness
creams. It will be ranked by here. Garrett ranking techniques were used for this
table.

TABLE - 8

S.No Attributes Rank Total Mean Rank

I II III IV V score score
1. Promotional offer 2 10 20 30 38 3862 38.62 V

2. Friends 54 20 16 4 6 6354 63.54 I

3. Availability 12 18 30 24 16 4824 48.24 III

4. Ranges Available 10 20 14 26 30 4410 44.10 IV

5. Advertisement 22 32 20 16 10 5450 54.50 II

Source : Primary data

The above table shows that, most of the respondents were influenced by
their friends, so first rank goes to friends, second influencing factor is
advertisement, third rank goes to availability, fourth rank goes to ranges available
of the product and fifth rank goes to promotional offer of the product.

23
 3.9 FAIRNESS CREAM USING BY THE RESPONDENTS

Satisfaction of the respondents mainly depends upon the fairness cream

quality, price, smell etc., the following table shows the fairness cream used by the
respondents.

TABLE - 9

S. No Brand name No. of Respondents Percentage

1 Panjaras 4 4
2 Fair & Lovely 28 28
3 Olay 4 4
4 Fair ever 10 10
5 Himalaya 24 24
6 Ponds 22 22
7 Others 8 8
Total 100 100

Source : Primary data

According to the table 3.9, out of 100 respondents 4% of the respondents

are using Panjaras, 28% of the respondents are using fair& lovely, 4% of the
respondents are using Olay, 10% of the respondents are using fair – ever, 24% of
the respondents are using Himalaya, 22% of the respondents are using ponds and
8% of the respondents are using other brand.

3.9 FAIRNESS CREAM USING BY THE RESPONDENTS

CHART - 8

24
 3.10 REASON FOR SELECTING

The respondents are using different cream. The reason for selecting the
particular cream is mention in the table 3.10.

25
 TABLE - 10

S. No Reason No .of Percentage

Respondents
1 Reasonable price 8 8
2 Attractive package 8 8
3 Ayurvadic content 44 44
4 Smell 24 24
5 Variety of flavour 10 10
6 Others 6 6
Total 100 100

Source : Primary data

The above table reveals that 8% of the respondents are selecting that
particular brand for reasonable price, 8 % of the respondents were selecting
attractive package, 44% of the respondents are selecting the cream on the basis of
ayuwedic content, 24% of the respondents are selecting the fairness cream on the
basis of smell and 10 % of the respondents are selecting the fairness cream on the
basis variety of flavour and 6% of the respondents are selecting others.

REASON FOR SELECTING

CHART - 9

26
 3.11 PERIOD OF USING

Table 3.11 shows period of usage

27
 TABLE - 11

S. No Period No .of Percentage

Respondents
1 Less than 6 month 26 26
2 6 month to 1 years 34 34
3 1 – 2 years 28 28
4 More than 2 years 12 12
Total 100 100

Source : Primary data

The above table shows that 26% of the respondents were used fairness
cream for less than 6 months, 34% of the respondents were had been used for 6
months to 1 year, 28% of the respondents have been used for 1 to 2 years and 6%
of the respondents have been used for more than 2 years

3.11 PERIOD OF USING

CHART - 10

28
 3.12 AMOUNT SPEND BY THE RESPONDENTS

Table 3.12 shows the amount spends by the respondents in a year.

29
 TABLE - 12

S. No Amount No .of Percentage

Respondents
1 Below 250 42 42
2 250 – 500 36 36
3 500 – 750 8 8
4 750 – 1000 6 6
5 Above 1000 8 8
Total 100 100

Source : Primary data

The above table shows that 42% of the respondents spend below 250 P.A,
36% of the respondents spend 250 – 500 P.A, 8% of the respondents spend 500 –
750 P.A, 6% of the respondents spend between 750 – 1000 and 8% of the
respondents spend above 1000 per year.

3.12 AMOUNT SPEND BY THE RESPONDENTS

CHART - 11

30
 3.13 CHANGING STATUS

Table 3.13 shows the changing status of the respondents.

31
 TABLE - 13

S. No Status No .of Percentage

Respondents
1 Yes 8 8
2 No 92 92
Total 100 100

Source : Primary data

The above table shows that, out of 100 respondents 8% of the respondents
were changed their fairness cream and remaining 92% of the respondents didn’t
change their fairness cream.

3.13 CHANGING STATUS

CHART - 12

32
3.14 REASON FOR CHANGING

33
 The respondents are changing their fairness cream for the following
reasons.

TABLE - 14

S. No Reasons No .of Percentage

Respondents
1 High price - -
2 Timely non availability - -
3 Less flavour 2 25
4 Low quality 2 25
5 Skin problem 2 25
6 Others 2 25
Total 8 100

Source : Primary data

The above table shows that, out of 8 respondents 25% of the respondents
are changing their fairness cream for the reason of less flavour, 25% of the
respondents are changing their fairness cream for the reason of low quality, 25%
of the respondents are changing their fairness cream for the reason of skin
problem and remaining 25% of the respondents are changing their fairness cream
for the reason of other reasons.

3.14 REASON FOR CHANGING

CHART - 13

34
35
 3.19 SATISFACTION OF THE PRODUCT RESULT

Table 3.19 shows the satisfaction level of the respondents

TABLE - 19

S. No Options No .of Percentage

Respondents
1 Yes 74 74
2 No 26 26
Total 100 100

Source : Primary data

The above table reveals that 74% of the respondents are satisfied with
their brand result and 26% of the respondents are not satisfied with their brand
result.

36
 CHAPTER – IV

SUMMARY OF FINDINGS, SUGGESTIONS

&

37
 CONCLUSION

This chapter summarizes the analysis which is made in the previous

chapter. The researcher has attempted to know that activities of the Fairness
cream companies and behaviour of the consumers towards Fairness cream, in a
systematic way and has to given some suggestion for the betterment of its
performance.

The primary data were collected with the help of a questionnaire. The size

of sample was 100 respondents. Secondary data were collected from books and

journals for theoretical part. Garrett Ranking Techniques was applied for factors

affecting the purchase decision. In addition, tables and percentages were used.

4.1. FINDING:

 It is found that 36% of the respondents are lay down in the age group

of 15-20 years.

 It is observed that 74% of the fairness cream users are female.

 It is found that 76% of the respondents are unmarried.

38
 It is observed that 56% of the respondent are lay down in the primary

& higher secondary educational qualification.

 It is observed that 36% of the respondents had a monthly income of

below Rs 5,000

 It is observed that 88% of the respondents are having awareness about

fairness cream.

 It is observed that 48% of the respondents were come to know through

advertisement.

 It is found that most of the respondents were influenced by their

friends.

 It is found that 28% of the respondents are choosing fair & lovely

fairness cream.

 It is observed that 44% of the respondents are choosing the particular

fairness cream for the reason of ayurvedic content.

 It is observed that 34% of the respondents have been using above 6

months – 1 year.

 It is observed that 42% of the respondents spend for their product Rs.

250 – 500 per year.

 It is observed that 92% of the respondents didn’t change their fairness

cream.

 Out of 8 respondents, 25% of the respondents are changing their

fairness cream for the reason of skin problem.

 It is observed that 66% of the respondents are didn’t get free product

from their company.

39
  Out of 44 respondents, 82% of the respondents are satisfied for their

free products.

 It is observed 50% of the respondents are getting discount from their

product.

 Out of 50 respondents, 16% of the respondents are highly satisfied

their product discount.

 It is observed that 74% of the respondents are satisfied with the result

of the fairness cream.

 It is observed that out of 26 respondents, 54% of the respondents are

taking a decision for never use that brand again in future.

 It is observed that 40% of the respondents are highly satisfied with

their brand.

 It is observed that 58% of the respondents were feel their product is

good.

4.2 SUGESSIONS:-

 The researcher wants to suggest that, every fairness company has to

improve their advertisement strategy.

40
  Certain percentages of the respondents switch over from fair & lovely

so that particular company has to take necessary steps to retain their

existing customers and attracts new customers.

 Certain of the respondents are not getting free product, if you provide

free product it will be increase your sales.

 Most of the respondents are facing the skin problem. So every

company has to focus on that particular thing.

 Most of the respondents are wants variety of flavor. So every company

has to launch more variety.

 Every company has to keep in their mind to follow the business ethics.

 Lost but not least every company should concentrate on rural areas and

establish the market there.

4.3 CONCLUSION:

In this modern world fairness also one of the important one for every
human being. Because some of the jobs are needed fair and handsome persons.
By keeping in mind, the researcher has taken the topic on “Attitude of consumers

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towards purchase of fairness cream ’’ as their study area. An overview of this
research reveals, most of the respondents are satisfied with their fairness cream.
But some percentage of the respondents is not satisfied with their cream. So that
all the fairness cream companies have to improve their product quality, it will be
developing your business. It is found that the fairness cream remove black dots,
increase white tone, fresh look, etc to the users with reasonable price. Even
though this kind of benefits received by the users most of the respondents say
there is a problem of high price, skin problem, less flavor, non availability of
particular brand and misleading advertisement. The producer should take
necessary steps to errodicate this kind of problems and drawbacks so that, it will
lead to a great success.

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