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A study on the consumer Acceptance Levels of mens fairness cream

NAME
JOY DIAS
OLIVE DMELLO CLIFTON PEREIRA REUBAN REBELLO RASIK BHATTE DANISH SHAIKH

ROLL NO
07
09 28 38 02 46
1

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?

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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.

Research Methodology

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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.

Research Methodology
SAMPLE SIZE
People from the age of 19-30

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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.

Proportion Hypothesis

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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 Labels
EMAMI FAIR AND HANDSOME GARNIER NIVEA VICCO

Count of Effectiveness
1 2 3 2

Count of Effectiveness
25% 18% FAIR AND HANDSOME GARNIER 25% VICCO 38%
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Total

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x'

p'

alpha

confidence

probability

z critical

z observed

23

0.3

0.4

0.7

0.05

95.00%

5.00%

-1.64

0.5

Findings
zcritical zcritical<zobserved -1.64 0.5 We accept the null Hypothesis so we can say that 30% consumer buy fairness cream on their effectiveness We accept the null Hypothesis

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

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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 BUSINESS JOB EMAMI 0 4 FAIR AND HANDSOME 0 3 GARNIER 0 3 NIVEA 0 0 VICCO 0 1

TOTAL
0 11

STUDENT
TOTAL

4
8

1
4

4
7

2
2

1
2

12
23

EMAMI BUSINESS JOB STUDENT 0.01 0.01 -

FAIR AND HANDSOME 0.62 0.57

GARNIER 0.04 0.03

NIVEA 0.96 0.88

VICCO 0.00 0.00

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

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F critical F observed P value

15.51 3.11 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

Conclusion

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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 :-

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