To map the consumer profile and exact segmentation, Demographic and Psychographic characteristics have to be considered: for fair and lovely cream
Demographic characteristics are as follows:
Gender: Females are ardent buyers of Fair and lovely fairness creams, Females are influencer and the decider of the purchase. In the case of our product the initiator, decider, buyer and user is the consumer itself.
The influencer is another factor, which comprises of the reference groups of the individual, family and friends.
Age: 16 - 35 years
Family Income: 1 lakh to 5 lakhs anually
Education: High school and college education.
Occupation: Working women and students and few house wives.
Marital Status : Primarily single as they are looking out for a groom. Here fairness plays a very important role. Single as well as married.
Geographic: Mostly targeted in southern and western parts of the country. People living in tier 1 and 2 cities
Social class: upper Middle class to lower class
Psychographic characteristics are as follows:
Social mindset – In the Indian society such is the mindset of thepeople that they are always hunting for fairer brides for their sons.Here in India people are always found advising, the so called ‘SAVLI’girls to make constant efforts to improve their complexion and whatcould be an easier way out for them than the application of just afairness cream to fulfil their dreams.
Attitudes: Result oriented, Highly sociable, Ambitious, Price conscious •Personality: self involved, high autonomy, Image conscious, active, dreamer •Values: Value oriented, conservative
•Beliefs: It is the generalpsyche of the people that fairer girls are preferred in all spheres of life as compared to darker girls. •Benefit: looking out for fairness, even tone, confidence, special ingredients •Lifestyle: Simple.