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 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 in 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 major reason for choosing Coimbatore is its demographic outlook (which includes both educated and uneducated, 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 involves 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 instrument 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 result 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
Fairever
Vicco
No marks
Fair & Handsome
Others**

45
89
3
2
1
10

30
59.33
2
1.33
.67
6.67

1
2
3
4
5

Total

150

   

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

Interpretation: From the above table it can be inferred that nearly 60 percent of the respondents prefer 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 with others and the awareness is also poor.


Table No:2 Factors influencing brand preference

Factors

No. of Respondents

% of Respondents

Fairness
Sunscreen
Fragrance

69
42
39

46
28
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
Family members
Retailers recommendation
Television Commercials (TVCs)
Newspaper Ads
Magazine Ads

13
15
4
80
8
30

8.67
10
2.67
53.33
5.33
20

Total

150

 

Interpretation: From the above table it can be inferred that more than 50 percent of the respondents are 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
Not to replace

4
146

2.67
97.33

Total

150

 

Interpretation: From the above table it can be inferred that more than 95 percent of the respondents are not interested in replacing their existing brand of fairness creams.  This shows their 'brand loyalty' towards 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
25 35
35 45
More than 45

45
64
17
24

30
42.67
11.33
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 group 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
Female

35
115

23.33
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
Under graduation
Post graduation
Professional
Diploma

86
52
6
2
4

57.33
34.67
4
1.33
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
Rs. 1 3 lakhs

128
22

85.33
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 play 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 of 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 sufficient 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 fairness 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
 


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
 

Source: E-mail July 1, 2006

     

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