CONSUMER BEHAVIOR

RESEARCH PROBLEM AND QUESTIONNAIRE

Submitted to: Mrs. Surabhi Goyal Submitted by: Serial No. 1 2 3 4 5 Name Neha Singh Nikita Chhabra Muskan Gupta Mohit Mathur Nimish Gupta PG Roll No. PG20101162 PG20101166 PG20101357 PG20101142 PG20101170

BUSINESS PROBLEM:
How to increase the market share/sales of Vivel Active Fair?

RESEARCH PROBLEM:
What are the factors which influence or affect the consumer buying behavior as regards to fairness creams? Sub objective: 1. To determine the impact of brand name on the purchase decision?
2. To determine the role of product characteristics in influencing the consumer buying behavior? 3. To understand the demographics & psychographic characteristics of the target market? 4. To determine whether the advertisement portrays the desired image of Vivel Active Fair which the

company intends to portray?

QUESTIONNAIRE

. Respondents Profile Name: Address: Telephone No: Q1: Place of interview: (SINGLE CODING) Home 1 Office 2 Malls 3 School/College 4 Salons 5 Q2: Please indicate your age group: (SINGLE CODING) Age Group 12 - 15 1 TERMINATE 16 - 25 2 CONTINUE TO Q3 26 - 35 3 CONTINUE TO Q3 36 - 45 4 CONTINUE TO Q3 46 and above 5 TERMINATE Q3: Are you conscious about your looks? (For example: Do you visit a beauty parlor on a regular basis or are you updated with the latest fashion, are you conscious about your skin tone and texture, etc) (SINGLE CODING) Yes 1 CONTINUE No 2 TERMINATE

Q4: Do you use any kind of fairness cream for your skin? (SINGLE CODING) Yes 1 GO TO Q6 No 2 CONTINUE Q5: Do you intend to use fairness cream in future (say 6 months)? Yes 1 CONTINUE No 2 TERMINATE (IN THE FOLLOWING QUESTIONS NON USERS OF ANY FAIRNESS CREAM MAY NOT ANSWER THE MARKED (*) QUESTIONS) Q6: What is your monthly personal income? (SINGLE CODING) Income group Codes Below 10,000 1 10,000 - 20,000 2

20,001 - 30,000 30,001 - 40,000 40,001 - 50,000 Above 50,000

3 4 5 6

Q 7: How much do you spend on your personal grooming/care products in a month? (SINGLE CODING) Income group Codes Below 50 1 TERMINATE 50-100 2 TERMINATE 101-200 3 201-300 4 301-400 5 401-500 6 Above 500 7 Q8: What is your occupation? (If currently studying, please specify the field). (RECORD VERBATIM) _________________________________________________________________________________ Q9: What do you relate fairness with: (SINGLE CODING?) Rate your factors on a scale of 1 to 5

Factors
Success 1 2 3 4 5

(Scale being the degree of relation. Ex: Tick 1 if success is not at all related with a fair skin tone and 5 if fairness is a huge factor for getting success.)

Personality 1 2 3 4 5

(Scale being the degree of dependence. Ex: Tick 1 if fairness has no effect on personality and 5 if fairness is directly linked with a good personality.)

Looks 1 2 3 4 5

(Scale being the degree of relation. Ex: Tick 1 if fairness has nothing to do with good looks and 5 if good looks are directly related to fairness.) Feminity 1 2 3 4 5

(Scale being the degree of connection. Ex: Tick 1 if being fair harms the feminity and 5 if fairness has no relation to feminity.) To attract opposite sex 1 2 3 4 5

(Scale being the degree of connection. Ex: Tick 1 if fairness helps in no way in attracting opposite sex and 5 if fairness attracts the opposite sex in a big way.) *Q10: How frequently do you use the fairness cream? (SINGLE CODING) * Frequency Codes More than once a day 1 Once a day 2 2 or 4 times a week 3 Once a week 4 Once in 15 days 5 *Q11: How long have you been using a fairness cream? (SINGLE CODING) * Years Codes Above 2 1 1-2 2 If it is in months or days, please specify 3-9 Q12: Which is the foremost brand that comes to your mind when you think of fairness cream? (SINGLE CODING) (Do not show the options) Brand Name Codes Ponds white beauty 1 Vivel active fair 2 Fair & lovely 3 Garnier light 4 If any other,(please specify) 5-9

Q13: From the brands given below choose the ones that you are aware of? (SHOW CARD) (MULTIPLE CODING) Show Card 1:

Brand Name Ponds white beauty Vivel active fair Fair & lovely Garnier light If any other,(please specify)

Codes 1 2 3 4 5-9

Q14: What comes to your mind when you hear the name-Vivel active fair (RECORD VERBATIM) ___________________________________________________________________________________________ ___________________________________________________________________________________________ ____________________________________________________ Q15: Where have you heard of Vivel active fair? Sources Codes Television 1 Radio 2 Magazines 3 Newspaper 4 Bill boards 5 Posters 6 Friends 7 Internet 8 If any other,(please specify) 9

Q16: Rank the following brands in order of your preference? * (DO NOT REPEAT THE RANKS) Brand Name Rank Ponds white beauty Vivel active fair Fair & lovely Garnier light Q17: What affects the purchase decision of the fairness cream? (MULTIPLE CODING) Factors Codes Price 1 Availability at a shop 2 Brand name 3 Celebrity endorsement 4 Quantity in one product 5 Promotional 6 Strategies(Ads, Events, Schemes) If any other,( please 7-9 specify) Q18: Which factor affects the purchase decision of the fairness cream the most? (SINGLE CODING) Factors Codes

Price Availability in market Brand name Celebrity endorsement Quantity in one pack Promotional Strategies If any other,( please specify)

1 2 3 4 5 6 7-9

Q19: How effective are fairness cream in general? (Rate on a scale of 1-10, 1 being the least and 10 being highly effective. ) 1 2 3 4 5 6 7 8 9 10

Q20: What other Benefits do you expect from your fairness cream apart from enhancing your fairness? (MULTIPLE CODING) Additional Benefits Codes Sunscreen 1 Moisturizer 2 Removes Blemishes 3 Anti Ageing 4 If any other please specify 5-9 Q21: How important is the price of the cream Vivel Active Fair in determining your purchase decision? (Price of the cream 50g tubes for Rs.70, 25g tubes for Rs.38 and 9g sachets at a price of Rs.5 only) (TICK ONE OPTION ONLY) Very important Important Neutral Not so important Not at all important Q22: What influences you the most in an advertisement for fairness cream? (SINGLE CODING) Celebrity Endorsement 1 Endorsement by common man 2 If any other (please specify) 3-9

Q23: Do you think Fairness creams endorsed by a celebrity are of higher quality? (SINGLE CODING) Yes 1 No 2 Q24: To what extent the advertisement of Vivel active fair affect your buying decision? (TICK ONE OPTION ONLY)

Greatly Dependent Somewhat Dependent Neutral Somewhat Dependent Not at all Dependent Q25: Overall, are you satisfied using the Vivel active fair. (TICK ONE OPTION ONLY) Highly satisfied 1 Satisfied 2 Indifferent 3 Dissatisfied 4 Highly dissatisfied 5 Q26: How effective is Vivel active fair? Rate on a scale of 1-10. 1 2 3 4 5 6 7 8 9 10

(1 being the least and 10 being highly effective. Least effective highly effective)