Study of Fairness Cream in Indian Market

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Understanding Buyer’s
Behavior
Product Category: Fairness Cream
Group 12, Section C

Introduction
“If I'd have asked my customers what they wanted, they would have told me "A faster horse”- Henry Ford
The above statement of Henry Ford captures the essence of consumer behaviour which is not always based on rational thinking. Decisions taken by consumers are based on mental and social processes which precede their actions. Hence analysis of consumer decision making process must take into account the factors of external influence such as social perception, cultural influence among others. Stages which are involved in buyer’s decision making process are:

Frame work followed for gathering consumer responses


Type of brand used
1. Fair & Lovely
2. Lotus
3. Ponds



Desired attributes of the product
1. Instant effect, Non stickiness, Suitable for all age groups 2. SPF protection, price
3. Fragrance, Instant effect, Popular brands



Benefits of using the product
1. Skin lightening
2. Less sweating and tanning
3. Soft and supple skin



Factors influencing purchase decision
1. Discounts & Schemes, Reference from friends
2. Celebrity endorsements
3. Catchy ads and endorsement by celebrity one identifies with



Occasions or seasons of maximum product utility
1. Seasonal variants- Winter – Moisturiser , Summer - sun block lotion 2. When travelling outside
3. Daily care, function, parties



Frequency of product use
1. Twice a day, after bath and before going to bed
2. Once a day
3. Twice a day, morning and night



Consumption pattern of product
1. 1 tube of 200ml for 3 months
2. 1 tube of 175ml for 3 months
3. 1 bottle for 6 months or till expiration



Decision for switching or not
1. Switched to Nivea but not happy with the result, so switched back 2. If similar product is less priced
3. Explore to seek better products



Place of purchase
1. Not fixed but mostly big bazaar
2. General stores
3. Health & glow since it has many options and all latest products



Category of product preferred
1. General, not herbal
2. Ayurvedic product
3. Anything but herbal as I don’t trust herbal companies



Trigger for using this product
1. To cure aging and rough skin
2. To cure tanned skin
3. To manage dry skin



Drawbacks of the current product
1. Fragrance not strong
2. Not easily available
3. Does not provide complete care

Analysis of Consumer Responses Collected
Problem recognition: Perceiving a need


Need to Tackle skin care related problems such as fairness, tanning, aging skin, roughness and dryness



Customer Perceived benefits of increased confidence, appeal to opposite gender

Information Search: Seeking Value


Instant effect, non-stickiness, possibility of use between different age groups (Mother & Daughter), value for money, fragrance are values customers seek in their product

Evaluation of Alternatives: Assessing value


Available products are evaluated based on nature of product, whether herbal, ayurvedic or chemical



Availability of cheaper alternatives, attitude to explore different products to seek better value

Purchase Decision: Buying value


Decision of customers is based on seasonal discounts on products, catchy ads, ability to identify with celebrity endorsing the brand, reference from friends, peers, family etc



Accessibility and availability of products based on user consumption pattern

Post purchase Behaviour: Value in Consumption or use


Evaluation of satisfaction level with current product



Assessing drawbacks such as fragrance, need for multipurpose etc

Implications for Marketing Decisions
From above analysis we can infer that below factors play a major role in decision making for consumers:


Personal



Psychological



Social

Personal Factors:


Buyer decisions are dependent on gender, demographics, Age etc

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