School of Management, Sri Krishna College of Engineering & Technology

Kuniamuthur P.O., Sugunapuram, Coimbatore

&
Mr. Natrayan
M.B.A.
Annamalai University
Chidambaram

Abstract

Fairness creams have become a vital product for the Indian FMCG companies in increasing their overall
sales due to the importance given by Indian consumers towards fairness. As India is a country known f
its diversity different consumers from different parts of the country prefer different brands. Hence, this
paper aims to identify the brand preference of consumers towards fairness creams. The paper also
examines the factors influencing consumers in preferring various brands of fairness creams. The data w
collected in Coimbatore city of Tamilnadu, India among 150 survey respondents. Keywords: Fairness
creams; Brand Preference; Coimbatore.

Full Paper

Introduction

The market size for fairness cream in India was estimated to be Rs.800 crore. The market growth rate
ranges between 15 – 20% on a year-to-year basis. The leading players in the market includes Hindusta
Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kare's 'Fairever' with 1
percent of the market share. Other important players like Godrej's 'Fairglow', Emami's 'Fair and
Handsome', Vicco and Himalaya share the rest of the market share. It has been estimated that males
constitute 20 percent of the total sales for fairness creams in India. The existing players are focusing up
improving the quality and ingredients and new players are also invading the Indian market.

As India is a country known for its diversity different brands are used in different parts of the country. T
brands which are very successful in northern part of the country may not find a place in South India.
Similarly some brands are successful in rural areas and tier II cities whereas not in cities and metros.
Here arises the need for a study on brand preference. Hence, this research survey has been conducted
Coimbatore city of Tamilnadu (an important tier II city in India) to identify the brand preference for
fairness creams in this locality.

Objectives

i. To find out the brand preference for fairness creams in Coimbatore city
ii. To study the factors influencing brand preference for fairness creams
iii. To identify the source of awareness for fairness creams

Research Methodology

Primary data has been collected for the research study in Coimbatore city of Tamilnadu, India. The maj
reason for choosing Coimbatore is its demographic outlook (which includes both educated and uneducat
peoples from different parts of the country particularly from Kerala and changing income level) and
Coimbatore being considered as one of the important Tier II cities of India. The research design involve
descriptive style. Consumers of various age groups have been conducted with the research survey. The
sample size was 150 and the sampling technique used is convenience sampling. The research instrume
used was questionnaire and it comprises both open and close-ended questions. Personal interview has
been conducted among the target respondents.

Limitations

Chances of respondents' bias are involved in the research. As the research is restricted with Coimbatore
city of Tamilnadu, India the results are not applicable to other parts of the State or country. Limited
number of respondents has been chosen due to time constraint and this could affect the accuracy of res
to certain extent.

Analysis and Interpretation

Table No: 1 Brand Preference and Top of the Mind Awareness (TOMA) for fairness creams*

Brand Preferred No. of Respondents % of Respondents Rank

Fair & Lovely 45 30 1
Fairever 89 59.33 2
Vicco 3 2 3
No marks 2 1.33 4
Fair & Handsome 1 .67 5
Others** 10 6.67
Total 150

* Since Brand Preference and Top of the Mind Awareness results are same both have been included in th
same table.
** Others include 'Fem', Godrej's 'Fairglow', Samay's 'Fair & Fresh', 'All Fair', Oriflame's 'Love A Fair' an
other regional brands.

Interpretation: From the above table it can be inferred that nearly 60 percent of the respondents prefe
HLL's 'Fair & Lovely' when comparing with any other brand. Top of the mind awareness is also same for
'Fair & Lovely'. It can also be inferred that 30 percent of the respondents prefer Cavin Kare's 'Fairever'
and are aware of them. Emami's 'Fair & Handsome' has been preferred by very few when comparing w
others and the awareness is also poor.

Table No:2 Factors influencing brand preference

Factors No. of Respondents % of Respondents

Fairness 69 46
Sunscreen 42 28
Fragrance 39 26
Total 150
Interpretation: It can be inferred from the above table that nearly 50 percent of the respondents use
fairness creams in order to get 'fairness'

Table No: 3 Source of Awareness for fairness creams

Source of Awareness No. of Respondents % of Respondents

Friends and/or relatives 13 8.67
Family members 15 10
Retailers recommendation 4 2.67
Television Commercials (TVCs) 80 53.33
Newspaper Ads 8 5.33
Magazine Ads 30 20
Total 150

Interpretation: From the above table it can be inferred that more than 50 percent of the respondents
aware of fairness creams through TVCs.

Table No:4 Consumer intention towards replacing their existing brand of fairness creams

Consumer Intention No. of Respondents % of Respondents

To replace 4 2.67
Not to replace 146 97.33
Total 150

Interpretation: From the above table it can be inferred that more than 95 percent of the respondents
not interested in replacing their existing brand of fairness creams. This shows their 'brand loyalty' towa
existing brand of fairness creams.

Table No: 5 Classification of fairness cream users based on Age

Age No. of Respondents % of Respondents

Less than 25 45 30
25 – 35 64 42.67
 35 – 45 17 11.33
More than 45 24 16
Total 150

Interpretation: From the above table it can be inferred that most of the respondents who use fairness
creams are youngsters as it was clear from the table that 42.67 percent of them belong to the age grou
of '25 – 35' and 30 percent of them belong to the age group of 'Less than 25'

Table No: 6 Classification of fairness cream users based on Sex

Sex No. of Respondents % of Respondents

Male 35 23.33
Female 115 76.67
Total 150

Interpretation: From the above table it can be inferred that more than 75 percent of the respondents
who use fairness creams were 'females'.

Table No:7 Classification of fairness cream users based on Education

Education No. of Respondents % of Respondents

School 86 57.33
Under graduation 52 34.67
Post graduation 6 4
Professional 2 1.33
Diploma 4 2.67
Total 150

Interpretation: From the above table it can be inferred that nearly 60 percent of the fairness cream
users have school level education. It can also be inferred that nearly 35 percent of them have under
graduation.
Table No:8 Classification of fairness cream users based on Annual Income

Annual Income No. of Respondents % of Respondents

Less than Rs. 1lakh 128 85.33
Rs. 1 – 3 lakhs 22 14.67`
Total 150

Interpretation: From the above table it can be inferred that around 85 percent of the fairness cream
users have an annual income of less than Rs.1 lakh.

Findings

It has been found out that most of the consumers prefer HLL's 'Fair & Lovely' fairness cream. The
awareness level of it was also higher for this brand. Consistent portion of them also prefer Cavin Kare's
'Fairever' and were aware of it. Only very few consumers prefer brands like Vicco, No marks, Fair and
Handsome and Fair glow. Most of the consumers buy fairness creams in order to get 'fairness'. TVCs p
an important role in creating awareness towards various brands of fairness creams.

Suggestions

As the market has been dominated by few players a new entrant or an existing player interested in
improving the market share has to focus on 'fairness' as HLL's USP – Fairness in Six Weeks has worked
better for it. The companies have to give importance for TVCs as most of the consumers were
remembering the ad of Fair & Lovely television ad and the recent Fairever celebrity ad. Awareness can
easily be created with these kinds of celebrity ad appeals.

Conclusion

Fairness creams constitute a consistent proportion of income for the FMCG companies in India. As most
the Indians are very much bothered about their colour complexion the fairness creams enjoy very good
market growth rate when compared with other related product categories. As Fair & Lovely's USP has
done wonders, other players in the market can also follow their philosophy of 'fairness'. It is not sufficie
if a company has the right product with right quality. It has to be communicated properly to the target
audience. Hence, TVCs which were widely remembered and recognized by Indian consumers for fairnes
creams can be made use for creating the awareness for various brands of fairness creams.

Bibliography

1. Big Brands Big Trouble – Lessons Learned the Hard Why, Jack Trout, East West Books (Madras) Pvt.
Ltd.
2. Brand Management – The Indian Context, YLR Moorthi, Vikas Publishing House Pvt. Ltd.
3. Black, White and Various Shades of Brown", Man from , Penguin India
4. "Men playing the fairness cream game", Ratna Bhushan, Times of India