REVIEW OF LITERATURE & PROBLEM STATEMENT
In the present era of competition the vary existence of any business depends upon its customer bank. Customer is the king in present business world. Gone are the days when producer or seller used to rule the business world. Today customer is the main pillar on which any business stands. Due to entry of the MNC's there is cut throat competition in the market. They have already established in urban markets and now rural and suburban areas are the thrust areas.
I have chose "To Study the Consumer Buying Behaviour towards Fairness Creams" to have a deep knowledge of consumer behaviour regarding fairness creams.
In my research I have tried to find out main brand used? Why these brands are used ? Factor affecting their purchase behaviour like price, quality, results, etc. I also have tried to find out relation in buying behaviour and age, sex, family income.
The research study is a comprehensive survey to reach deep in the consumption pattern of the target customer.
Research methodology is a way to systematically
represent a research on any problem. It tends taken by the
researcher in studying the research problem along with the logic behind them. It tends to define the methodology for the solution of the problem that has been undertaken for the purpose of the study. This chapter focuses on the methodology of the techniques used for the collection, classification and tabulation of data. It also throws light are the research problem, the objective of the study, its limitations of the hypothesis that have been evolved for the study. The latter part of the chapter explains the manner in which the data its collected, classified tabulated and analysis so as to reach to conclusive results. THE PROJECT :
The topic undertake is "To Study the Consumer Buying
Behaviour towards Fairness Creams in __________ region."
Keeping in view the fairness creams market which is
very crowded and becoming competitive day by day, we decided to study the current scenario of the market.
The following techniques were adopted for data collection :
1. PRIMARY DATA
Primary data collected through face to face interviews while filling up questionnaires. 100 RESPONDENTS from ________City. 2. SECONDARY DATA
Relevant information gathered from magazines , newspapers and project reports that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews taken as the communication approach
since it is a better method in cases where slight probing is required.
OBJECTIVES OF THE STUDY
BUYING BEHAVIOUR TOWARDS
1. To study the current Indian market for fairness
2. To analyze the relationship between a specific
brand and its buying behavior .
3. To assess whether advertising is influencing the
buying behavior of the consumers.
4. To study the impact of the brands of fairness
creams on the consumers buying behavior.
S COPE O F THE STUDY
The scope of the study covers almost all categories of
fairness creams. The whole appraisal of fairness creams will be angle of customer satisfaction. Any substitutes of fairness creams like soaps or natural products will not be considered. Also
fairness creams locally made by the unorganised sector and
which are not branded will not be considered.
BUYING BEHAVIOUR TOWARDS
Sex ƒß Male ƒß Female
ƒß Graduation ƒß Post Graduation
ƒß Intermediate ƒß Others
Monthly Income [FAMILY]
ƒß Less than 8,000 ƒß 8001-16000
ƒß 16001-24000 ƒß 24001 and above
1). Do you use fairness creams ?
a. Yes b. No
2). Are you aware of brands available in...