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A study on the consumer Acceptance Levels of men’s fairness cream

NAME ROLL NO

JOY DIAS    07

OLIVE DMELLO   09

CLIFTON PEREIRA   28

REUBAN REBELLO     38

RASIK BHATTE        02

DANISH SHAIKH    46

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Objectives of the study

To examine the different strategies used by the cosmetic companies.

To study the recent trends.

To evaluate the performance of the consumers to buy the product

To understand the basic psychology principles used. To understand their impact or effect of the product

on the consumers.

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Introduction

  Are men concerned about their complexion? Do men worry about skin fairness?

If asked few decades back the answer would be a big 'no' as fairness creams and  cosmetics  were the personal properties of female race. But today alarming statistics reveal that cosmetics and fairness creams are equally sought after by men too. As fashion trends and lifestyles change , the attitudes and conceptions about human  beauty  also have undergone tremendous changes. Today fairness is not a word mentioned only in the matrimonial advertisements but the society believe that being fair is being beautiful and handsome. A famous fairness cream is named 'Fair & Handsome‘ as if to proclaim that to be fair is to be handsome.

 

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 Research Methodology

• Research can be defined to be search for knowledge or any systematic investigation to establish facts. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe.

The research process consists of the following steps : 

• Problem recognition and definition.• Creating the research design.• Sampling.• Data collection.• Data analysis.• Validity and reliability.• Summary.

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Research Methodology

• SAMPLE SIZE People from the age of 19-30

• SELECTION OF SAMPLE Simple random sampling method. • ANALYSIS TOOLS Primary Data: Primary data has been collected using

questionnaire and interviews. Secondary Data: Secondary data has been obtained from the

internet.

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Proportion Hypothesis

• Proposed Hypothesis : we want to check weather there are less than 30% of the users who give preference to effectiveness while selecting fairness cream.

• Ha : P< 30% •  Less than 30% user of  fairness  cream  give  preference to  effectiveness  while 

selecting Brand.   • Ho : P= 30% than 30% user of fairness cream give preference to effectiveness 

while selecting Brand.

Row LabelsCount of

Effectiveness EMAMI

FAIR AND HANDSOME1

GARNIER 2

NIVEA  3

VICCO 2

Total 8

18%

25%

38%

25%

Count of Effectiveness

FAIR AND HANDSOMEGARNIERVICCONIVEA 

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Findingszcritical zcritical<zobserved-1.64                                  0.5We accept the null Hypothesisso we can say that 30% consumer buy fairness cream on their effectivenessWe accept the null Hypothesis

so we can say that 30% consumer buy fairness cream on their effectiveness

N x' p p' Q alpha confidence probability z critical z observed

23 8 0.3 0.4 0.7 0.05 95.00% 5.00% -1.64 0.5

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Chi square hypothesis

• Proposed Hypothesis: We want to check weather brand preference is independent across professions

• Ha = Brand preference is independent across profession.• Ho= Brand preference is not independent across profession.

OBSERVED EMAMIFAIR AND

HANDSOME GARNIER NIVEA VICCO TOTALBUSINESS 0 0 0 0 0 0

JOB 4 3 3 0 1 11

STUDENT 4 1 4 2 1 12

TOTAL 8 4 7 2 2 23

EMAMI FAIR AND HANDSOME GARNIER NIVEA VICCO

BUSINESS - - - - -

JOB

0.01 0.62 0.04 0.96 0.00

STUDENT

0.01 0.57 0.03 0.88 0.00

X^2(obs)= ?(fo-fe)^2/fe =3.11

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• F critical                15.51• F observed            3.11• P value                   0.54

Analysis: P value > Alpha Z cri > Z obs therefore we accept the null So we can say brand preference is independent across professions

                                                           zcritical                                           z observed    15.51                                       3.11

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Conclusion

• The research project will help us understand the human psychology and their reason to choose one product or a brand from the other. It also helps us understand how the different marketing strategies help the consumer choose the best product.

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Limitation of Research

Geographical limitation:- Sample size is limited to sixty:- Age group :-