Fairness Cream
Brand Preference for Fairness Creams
By
Dr. L. Manivannan
M.B.A., M.Phil., Ph.D.
Reader
Dept. of Corporate Secretaryship, Erode Arts College
Erode. Tamilnadu
&
Mr. K.V. Kannan
M.B.A., M.F.T.
Faculty
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 for 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 was 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 Hindustan Lever Ltd., (HLL 's) 'Fair & Lovely ' with 76 percent of the market share and Cavin Kare 's 'Fairever ' with 15 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 upon 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. The brands which are very successful in northern part of the country may not
By
Dr. L. Manivannan
M.B.A., M.Phil., Ph.D.
Reader
Dept. of Corporate Secretaryship, Erode Arts College
Erode. Tamilnadu
&
Mr. K.V. Kannan
M.B.A., M.F.T.
Faculty
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 for 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 was 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 Hindustan Lever Ltd., (HLL 's) 'Fair & Lovely ' with 76 percent of the market share and Cavin Kare 's 'Fairever ' with 15 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 upon 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. The brands which are very successful in northern part of the country may not
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