Competitive Analysis of Face Wash Products

Summer Internship Project On Competitive Analysis Of Face Wash And Fairness Products Company‘s Name: Ratan Ayurvedic Sansthan Submited By Dimple Jethwani MBA Marketing Under The Guidance Of Prof. Rahul Gupta Marketing Head, Kengeri Campus DECLARATION I, Dimple Jethwani, hereby declare that the project report titled “Comparative Analysis of face wash and Fairness products submitted as the partial fulfillment of the requirements for the achievement of the Master of Business Administration (Marketing), is my original project work and has been carried out under the guidance of Mr.

Rahul Gupta (Professor), Christ University Institute of Management and company guide Mr. Deepak Soni, National Sales Manager – at Ratan Ayurvedic Sansthan. I also declare that this project has not been submitted nor shall it be submitted in future to any other University or Institution for the award of any other Degree or diploma. Place: Dimple Jethwani Date: 1120359 CUIM, Kengeri Campus

FACULTY-GUIDE REPORT This is to certify that this internship report on the title “Comparative Analysis of Face wash and Fairness cream products” is a bona fide work of Ms Dimple Jethwani under my guidance and support . This report is a part of MBA course with specialization in Marketing stream and the content and the work done is genuine with respect to the information covered and thought expressed. Prof. Rahul Gupta| Dr Jeevanada S. | Faculty Mentor| Campus Coordinator| Christ UniversityInstitute of Management| Christ UniversityInstitute of Management| | |

Place: Date: ACKNOWLEDGEMENT I take this opportunity to express heartiest thanks to my Company mentor Mr. Deepak Soni, National Sales Manager, for guiding me throughout my internship in the company and for their trust in me. I extend my sincere thanks to my College mentor Professor Rahul Gupta for his continuous support and expert guidance in pursuing my Project and for encouraging me in my endeavours. Last but not the least t I would like to thank my campus Co-ordinator Dr. Jeevananda S. for giving us the opportunity to work in the organisation and gain experience.

Words are never sufficient to express gratitude but here my words are just a medium to express what I feel. Dimple Jethwani MBA Marketing 2 ABSTRACT/EXECUTIVE SUMMARY This Summer Internship Report consists of an analysis of Skincare products specifically Face wash and Fairness cream and the products of Ratan Ayurvedic Company with the name FACIA. I worked as an Intern in Ratan Ayurvedic Sansthan which is mainly based in Indore and manufactures Ayurvedic medicines and Skincare products and was involved in carrying out survey with Retailers and consumers to better understand about the face wash and fairness cream market.

Also with conducting surveys I learned to develop general sales plans and monthly sales reports, daily DSR’s. The main objective of the Project was to gain knowledge on how to interact, generate sales reports and plans, carrying out surveys. It was a great opportunity for me to carry out the project work in the organization and to gain knowledge of ethics and values attached to an organisation’s culture. This report has considered two products i. e. Face wash and Fairness cream and the purchasing behaviour of Female consumers and the factors which affect their choice for a brand.

The report also consist analysis about the brand awareness of Facia face wash and Facia Mirror White Fairness Cream. Also it consists of certain recommendations to the company for improving its marketing efforts. Table of Contents s. no| Particulars| Page no. | 1| Introduction| 1| | 1. 1About Ayurvedic industry| 2| | 1. 2About personal care industry| 3| | 1. 3 SWOT analysis| 8| | 1. 4 PEST analysis| 9| | 1. 5 Maslow’s need hierarchy| 12| | 1. 6 Porter’s five forces model| 13| 2| Company Profile| 16| | 2. 1 About Ratan Ayurvedic| 17| | 2. 2 SWOT analysis| 28| 3| Research Methodology| 29| 3. 1 Research methodology| 30| 4| Data Analysis and Interpretations| 33| | 4. 1 Descriptive analysis of retailers| 34| | 4. 2 Hypothesis testing| 43| | 4. 3 Descriptive analysis of consumers| 47| | 4. 4 Hypothesis Testing| 71| 5| Findings n Suggestions| 72| | 5. 1 Findings| 73| | 5. 2 Suggestions| 75| | 5. 3 Limitations| 76| | 5. 4 Conclusion| 76| | Bibliography| 78| | Annexure| 79| List of Tables S. no| Particulars| Page no. | 1. 1| Major players in categories of personal care| 4| 4. 1. 1| types of shop covered| 34| 4. 1. 2| % selling of fairness cream| 35| 4. 1. | % selling of face wash| 35| 4. 1. 4| Fastest selling SKU| 37| 4. 1. 5| Frequency of purchasing| 38| 4. 1. 6| Frequent customers| 40| 4. 1. 7| Monthly Sales of face wash brands| 41| 4. 1. 8| Monthly sales of fairness cream brands| 41| 4. 2. 1| Hypothesis between age group and timely delivery| 43| 4. 2. 2| Hypothesis between age group and credit period| 44| 4. 2. 3| Hypothesis between age group and discount schemes| 45| 4. 2. 4| Hypothesis between age group and price guarantees| 45| 4. 2. 5| Hypothesis between age group and politeness of salespeople| 46| 4. 3. 1| Age of respondents| 47| . 3. 2| Marital status of respondents| 48| 4. 3. 3| Occupation of respondents| 49| 4. 3. 4| Monthly expense on skincare products| 50| 4. 3. 5| Usage of various fairness creams| 51| 4. 3. 6| Usage of various face wash brands| 52| 4. 3. 7| Awareness of facia face wash| 57| 4. 3. 8| Awareness of facia fairness cream| 58| 4. 3. 9| Sources of awareness| 59| 4. 3. 10| Rating of attributes of fairness cream| 60| 4. 3. 11| Rating of attributes of face wash| 62| 4. 3. 12-4. 3. 19| Pivot charts| 63-69| 4. 4. 1| Hypothesis on consciousness about looks. | 71| Table of Charts and graphs S. o| Particulars| Page no. | 1. 1| Market share| 4| 1. 3| Urban Spending on fairness cream| 6| 1. 4| Urban spending on moisturizers| 6| 4. 1. 1| Types of shop covered| 34| 4. 1. 2| Selling facia face wash| 35| 4. 1. 3| Selling of facia fairness cream| 36| 4. 1. 4| Percent annual turnover from skincare. | 37| 4. 1. 5| Fastest selling SKU| 38| 4. 1. 6| Frequency of purchase| 39| 4. 1. 7| Frequent customers| 40| 4. 1. 8| Imp. Attributes for purchase| 42| 4. 3. 1| Distribution of respondents age wise| 47| 4. 3. 2| Marital status of respondents| 48| 4. 3. 3| Occupation of respondents| 49| . 3. 4| Monthly expense on skincare| 50| 4. 3. 5| Fairness cream usage( few top brands)| 51| 4. 3. 6| Face wash usage(few top brands)| 52| 4. 3. 7| Sources of awareness| 53| 4. 3. 8| Promotional offers preferences by customers| 54| 4. 3. 9| Frequency of changing brands| 55| 4. 3. 10| Reasons for switching brand| 56| 4. 3. 11| Awareness about facia face wash| 57| 4. 3. 12| Awareness about facia fairness cream| 58| 4. 3. 13| Sources of awareness about facia| 59| 4. 3. 14| Usage of other facia products| 60| 4. 3. 15| Mean value rating of fairness cream attributes| 61| 4. . 16| Mean value rating of face wash attributes| 62| 4. 3. 17-4. 3. 22| Pivot chart and table| 63-70| CHAPTER 1 INTRODUCTION 1. 1About The Ayurvedic Personal Care Industry The concept of beauty and using cosmetics to look beautiful is not a new concept for people but is there in existence since ancient times. Women have always been obsessed with looking beautiful and in today’s generation even Men are becoming more and more conscious for their looks. And there are a number of big and small companies serving their needs with various beauty products.

Nowadays, the significance of herbal and Ayurvedic products is increasing as people have become more and more aware of the harmful effects of chemical products and the medicinal properties of the herbal products. These cosmetic products are developed by using various plant extracts and herbs as main ingredients which are not harmful for the body and skin of humans. Ayurveda basically means “The Science of Life” also it is the relationship between Nature and mankind. Ayurveda is a vast field dealing with the skin problems and disorders of people. It provides with various products suiting the different skin types and body structure of humans.

And so with increasing awareness among people there is an increasing demand and consumption of Ayurvedic products and there are many companies manufacturing such products. One of the major advantage of Ayurvedic products is that they are biologically active ingredients are easily absorbed into deeper layers of skin and influence at cellular level. Fig 1. 1 Fig 1. 1 1. 2 About The Personal Care Industry In India No matter what the current market conditions are prevailing in a country but the business of beauty and hygiene products always remains recession proof and most stable in comparison to other sector.

Also the company produces personal care products like: face wash, shampoos, talcum powder etc. personal care are one of the constituents of FMCG sector. With increase in income levels, penetration of mass media and awareness about the personal hygiene this sector has marked a strong growth in past few years. The Cosmetics and Personal care sector markets were valued at Rs. 196 billion in 2005-2006 and is growing at a rate of 13-15 percent per annum The cosmetics industry recorded an impressive sale worth (US$4. 6 Billion) in the year 2010. According to the analysis by CII the Indian beauty and cosmetic ndustry size currently stands at US $950 million and marked growth of 15-20 percent. The sector has mainly been driven by improving purchasing power and rising fashion consciousness of the Indian population. Moreover, the industry players are readily spending on the promotional activities to increase consumer awareness. The Indian personal care market is broadly categorized as follows: * Hair care- shampoos, conditioners, hair oil and hair color. * Skin care- soap, body wash, hand wash, moisturizers, fairness creams etc. * Personal hygiene- deodorants, perfume and talcum. * Colour cosmetics Oral care products. Graph 1. 1 Table1. 1 Major players in different categories: Category| Market share (In billions)| Major Players| Skin Care| 13| HLL| Personal Wash| 46| HLL| Hair care| 28| Marico| Oral care| 23| Colgate| Some Trends in present about the Fairness creams: From published resources it’s observed that only around 14 percent of urban households spend on moisturizers while 58 percent of them spend on fairness creams. The proportion of household spending on moisturizers is far less than of fairness creams. The people are not concerned about the dry skin but for fair glowing skin.

Graph 1. 2: Proportion of urban household spending on fairness cream by zone: Graph1. 3: Spending on moisturizers: Source: IMRB Wallet Monitor studies. Being fair has been an obsession for ages not only for women but increasingly among men also. With organized retailing as a sector which is booming and growing towards tapping the men’s segment, the Indian Fairness cream market will grow further in coming years. In recent many International brands have also entered in this segment like: Olay, Neutrogena and also new packaging methods have been adopted. 1. SWOT Analysis of the Industry Strengths: * Low operational costs. * Presence of well established distribution networks both in rural and urban areas. * There are a number of well-known and well established brands in PCP market in India which has added to the Industry’s attractiveness. Weaknesses: * The Indian personal care companies have a very small contribution in exports i. e. the exports level of Indian brands are very low. * There are number of local players who simply produce products with cheap quality ingredients which are the mimics of products of big brands.

Opportunities: * Huge untapped rural market all over India. * The companies have great potential to export Indian cosmetics to other foreign countries. * Increasing purchasing power of people and increase in net disposable income. Threats: * Change in tax policies. * Development of nanotechnology. * No strict import restrictions leading to tough competition from International players. 1. 4 PEST Analysis of the Industry Political Factors: Tax policy: •Cosmetics may become marginally cheaper for consumers following the 2 percent reduction in excise duty. However, a large part of FMCG product manufacturing is based in excise-free zones like Uttaranchal and Himachal Pradesh. The final impact of the excise duty reduction on product prices will depend on the ratio of manufacturing in excise-free zones to that in non-excise free zones. •Companies like Hindustan Unilever (HUL), Procter & Gamble (P&G),Godrej Consumer Products (GCPL), Colgate, Dabur and Marico have production facilities at excise-free zones. •Due to reduction in excise and tax cost will be low, which leads to low price and thereby increase in demand. There could be some savings on excise paid on raw materials, which would result in overall cost efficiencies and savings for many companies. •Despite the new value added taxation regime, where the duty has been reduced to 12. 5 percent, the overall duty on the product still comes to about 40 percent. This in turn reflects in the pricing of the products. •Most vendors add the duty to the product pricing to generate the right revenue. However, there is no organized cosmetic industry body that can take up the issue with the government. In fact this leads to the biggest threat —the unorganized or grey channel. There are small retailers in the market who directly import from markets such as Dubai, where pricing can vary from 30–70 percent from Indian product pricing. Thus today the grey channel makes up about 60 percent of the Indian cosmetics market. Economic Factors: •India has the world’s second largest population behind China, and is poised to see strong growth in disposable incomes over the next five years. •The Indian economy is on a high growth drive, which means that purchasing power and willingness to spend are on the rise. The country’s population of high-net-worth individuals (HNI) is increasing, and the report shows an increase of nearly 20 percent in 2005 over the previous year. India reportedly has the youngest HNI population in the Asia-Pacific region. •In India more than 58 percent of population is below 35 years of age i. e. India has a huge youth population. Social Factors: Income distribution •Today increasing numbers of women, especially from the middle-class population, have more disposable income leading to a change in cosmetic and skin care product consumption. Two such categories are colour cosmetics and sun care products that have shown growth rates of 46 percent and 13 percent respectively over the past two years, according to Euromonitor International Social mobility. •Higher paying jobs and increasing awareness of the Western world and beauty trends there have served to change the tastes and customs of the middle class and higher strata of the society, with the result that a woman from such social strata now is more conscious of her appearance and is willing to spend extra cash on enhancing it further Lifestyle changes. Technological Factor

Continuous up gradation in technology with increasing trend of laser surgeries, many people are shifting to permanent solutions. •Nanotechnology has been dominating the news lately, but what exactly is it and how can it benefit us humans. •Well, nanotechnology (nanotech for short) refers to the exploitation of microscopic materials for various uses such as dental bonding agents, in toothpaste and for cosmetic and medical uses as well as in manufacturing; it is the joining of different fields of science, biology, physics, chemistry and engineering. 1. 5 Maslow’s Hierarchy of Needs for a face wash or fairness cream.

Chart 1. 1 Chart 1. 1 1. 6 Porter’s Five Forces Model: The personal care industry is really huge with a number of small and big players in the market. So, like any other industry the personal care industry specifically the company Ratan which is a ayurvedic products manufacturing company also faces the five forces given by Michael Porter. Threat of new entrants: 1. Skincare /personal care industry can be called to operate under monopolistic competition and so all firms try to differentiate their products from others and so usually under such conditions there are low barriers to the entry and exit of new companies. . Skincare industry presently is very lucrative and so attracts more and more individuals and companies to enter into the industry. 3. In India there are hundreds of small and big companies producing Ayurvedic and chemical products for skin, body etc. so the threat of entry is HIGH because the industry is growing. 4. One way to tackle from such risk of new entrants is t keep up the high quality and reasonable pricing. Threat from Existing Competitors: There is a very high level of competition in the personal care industry with major players both local and international like: Lakme, Avon, L’Oreal, ITC and also there are a number of small companies competing in the market like: An-herb etc. * A major reason for high competitive rivalry is due to the rising market growth. The Skincare industry is growing everyday with increase in income levels of people and so with not much product differentiation the company faces tough competition both with domestic and International brands which already have a good brand image in the market like: Garneir, Lakme-HUL etc. Internal rivalry is high in cosmetic industry. Threat from Substitute Products: Threat from substitute products is low in this industry because there are as such no popular substitute products in the market. But there are basically two substitutes for skincare products (including chemical and Ayurvedic products): * SPA’s- The reason is that Spa concept is still new in India and very few people are really aware about Spa’s and hardly visit Spa’s especially middle and lower class people because it costs them much more high than the cosmetic products. Home-made remedial products- In small towns and villages people still use home-made leps, ubtan, creams etc as beauty care products and so they are used as substitute products but still not very famous all over India and Ratan being an Ayurvedic company produces such products with same ingredients what people use at their home. But as such the Threat from substitute products is low. Bargaining Power of Buyers: * Bargaining power of buyers is high in this Company as in the Skincare Industry in general. Usually buyers do not stick to same brands as there are a number of similar products available in the market by different companies and so, the buyers have lot of options to choose from. * In some cases there are strong customer-supplier relationships where customers do not switch brands but is not common. * Also there is an unorganized market for such products and so customers are sold same products but without any brand name and at cheaper rates. So, the bargaining power of Buyers is high in Skincare Industry. Bargaining Power of Suppliers: Bargaining power of suppliers in low as there are a number of small and big domestic as well as international suppliers and so the customers have a number of options to choose from various brands. * Also there is very less product differentiation in this sector with not much unique to offer and hence, the company has little power in their hands. * Also there are hardly any switching costs from one supplier to another and so customers enjoy the freedom to change brands if not satisfied. * Forming networks for common bulk purchase reduce bargaining power of Suppliers. CHAPTER 2 COMPANY PROFILE 2. About Ratan Ayurvedic Sansthan Ratan Ayurvedic Sansthan is an Indore based company founded by Mr. Mahendra Bhai Shah in the year 1998. The company is a family run business with five directors heading the business. Ratan Ayurvedic first product was Ayurvedic medicines and later with the expansion of the Business, they entered into Skincare Cosmetic products range in the year 2006. The Cosmetic Range is named as Facia and within a year it marked a growth of 25 percent. The Company’s factory is situated in Parwanoo, Himachal Pradesh and another office is in Mumbai with main Headquarters in Indore.

The Company launched its Kesar and Chandan Face wash in the year 2010 and The Mirror white fairness cream recently in January this year. Mission Statement of the Company: The guiding principle of Ratan Ayurvedic Sansthan has always been to spread the message “Longevity with Ayurveda”. The main aim of the company is to provide safe, natural and innovative remedies that will help people lead a richer, healthier lives. Each and every product by Ratan is produced after years of Research. Vision: The universal principles of the Science of Ayurveda are applicable beneficial to one and all.

Ratan Ayurvedic Sansthan feels the need to bring their extensive expertise to a wider audience around the globe in further pursuit of their belief in Ayurveda and to achieve a growth of 20 percent in next 5 years. The company produces products in two categories: * Ratan’s Regular Division- This division consists of medicinal products for pain like: capsules, ointment, massage oil etc. * Ratan’s Consumer Product Division- This division consists of personal and skincare products i. e. FMCG products like: facial bar, Talcum powder, face wash, fairness cream etc.

The company recently launched Its Mirror White Fairness cream in January and saw a turnover of one lakh within two months and the most selling product of Facia division is Facial Bar and Glamor hair colour. The company’s overall turnover in the year 2011-12 was around 55 Crores. The company is a Family run business so the structure is a simple one with 5 directors who in turn look after the different departments and focus is given on Sales Department in under which I worked as an Intern. Ratan’s Regular Division: Table 2. 1 S. No| NAME OF THE PRODUCT| | Roopsi CapsulesFig. 2. 1| 2| Kesh Vardaan Hair Revitalizing CapsulesFig. 2. 2| 3| Kesh Vardaan Hair Revitalizing OilFig. 2. 3| 4| Sudol Body Toner GelFig. 2. 4| 5| Sudol Body Toner CapsulesFig. 2. 5| 6| Ratan’s Oberid CapsulesFig. 2. 6| 7| Suganda Under Eye CreamFig. 2. 7| Consumer Product Division Product List: Table 2. 2 S. No| Name Of The Product| | 1. Facia Division| Facia Facial Bar-25gm -75gm| Fig. 2. 9| 2. | Facia Beauty Talc| Fig. 2. 10| 3. | Facia Hair Protection Oil| Fig. 2. 11| 4. | Facia ( Glamor Hair Colour)| Fig. . 12| 5. | Facia Face wash-Kesar Chandan -Neem Aloevera| Fig. 2. 13| 6. | Facia Mirror White Fairness Cream| Fig. 2. 14| 7. Beuton division| Kesh Kala shampoo| Fig. 2. 15| LOGISTICS & PRODUCTION DEPARTMENT LOGISTICS & PRODUCTION DEPARTMENT National SALES MANAGER National SALES MANAGER SALES DEPARTMENT SALES DEPARTMENT Chart 2. 1 ORGANIZATION STRUCTURE OF RATAN ZONE NORTH HEAD ZONE NORTH HEAD ZONE CENTRAL HEAD ZONE CENTRAL HEAD ZONE WEST HEAD ZONE WEST HEAD ZONE EAST HEAD ZONE EAST HEAD MARKETING DEPARTMENT MARKETING DEPARTMENT

PRESIDENT PRESIDENT FIVE DIRECTORS FIVE DIRECTORS FINANCE DEPARTMENT FINANCE DEPARTMENT HR DEPARTMENT HR DEPARTMENT ASM2 ASM2 ASM1 ASM1 ASM…N ASM…N SO SO SO SO JSO JSO JSO JSO Chart 2. 2 Distribution Channel of Ratan Ayurvedic products i. e. FACIA Place and Distribution:COMPANY FACTORY COMPANY FACTORY MOTHER DEPO MOTHER DEPO RETAILER RETAILER CHEMIST CHEMIST STOCKIST STOCKIST SUPER STOCKIST SUPER STOCKIST RETAILER RETAILER | CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER 2. 2 SWOT Analysis of Facia 2. SWOT Analysis of Facia CHAPTER 3 RESEARCH METHODOLOGY The research has become an important area in all spheres of business whether finance related or in the area of marketing. Marketing research is a systematic gathering, recording and analysis of data about the problem facing the company. It helps the marketing manager to develop and analyze new information, which is further helpful in developing marketing strategy. PROBLEM STATEMENT: India is a developing and growing economy where the purchasing power of people is increasing everyday especially on FMCG goods.

A number of both domestic and International firms are competing in market to increase their sales for personal care products and so a company needs to know what factors influence the decision of purchasing these products especially Face wash and fairness cream and thus, a company like Ratan which is a very small company needs to carry out a “comparative study for these two products in the local market”. RESEARCH OBJECTIVES: The objectives of the study are as follows: 1. To analyze the different competitive brands of face wash and fairness creams and most preferred brand by consumers. . To analyze the purchasing behavior and satisfaction level of retailers for selling Ratan’s products. 3. To analyze the purchasing behavior of Consumers i. e. Females for face wash and Fairness cream products. 4. To analyze the awareness about Facia products in the local market. 3. 1 RESEARCH METHODOLOGY 3. 1. 1 Research approach Quantitative approach i. e. use of statistical tools for quantifying the data and analyzing the data pattern. The basic needs of any research are data and method of collecting it.

Data is an information on the basis of which inference are drawn, therefore, data become a very important and vital factor in research study. The main purpose behind framing a methodology is to desirable the research procedure which includes research design, data sources, data collection method, research instructions. 3. 1. 2 Research design The research is a descriptive one defining the various factors which consumers prefer while purchasing a face wash or a fairness cream. Also the purpose was to analyze about consumers awareness for facia products and the response of retailers for Ratan.

COLLECTION OF DATA DATA SOURCE: The various sources of information can be broadly divided into two categories. * Primary source * Secondary source Primary source: Sources from where first-hand information is gathered directly are called PRIMARY DATA. In case of the above study primary source of data was collected with the survey done by using a suitable questionnaire. Secondary data: The source of information, already gathered for some other purpose from other sources such data are called secondary data. These data can be available from different magazines, journals and company profiles.

So, with regards to my study to collect the secondary data I went through the company records, magazines (the marketing whitebook), internet (www. ratanayurvedic. com, etc. ) SURVEY METHOD: There were two surveys conducted through Questionnaire in which one was for retailers and the other for consumers. Sample Description 1st questionnaire for retailers: Sample size: 28 Sampling frame: Indore Sampling method: Random sampling for retailers survey. 2nd questionnaire for consumers (female): Sample size: 40 Sampling frame: females between the age 16 to 55. Sampling method: convenience sampling

CHAPTER 4 DATA ANALYSIS & INTERPRETATIONS 4. 1 Descriptive statistics on the Retailers questionnaire: 4. 1. 1 Type of Organization: * Kirana * Cosmetics * Chemists * Supermarket Graph 4. 1. 1 The figure shows the percentage of each type of shops covered out of 28: Table 4. 1. 1 Kirana| 8| Cosmetic| 16| Chemist| 4| Supermarket| 0| From graph 4. 1. 1 we can see that during the survey maximum no. of shops covered were cosmetics followed by kirana store, chemists and supermarkets. 4. 1. 2Do you sell Facia Face wash and Fairness cream? Table 4. 1. 2 YES| 16| NO| 12| Graph4. 1. 2 From graph 4. . 2 we can see that 57 percent of the sample sell facia face wash and 43 percent do not sell facia face wash. For fairness cream: Table 4. 1. 3 Yes| 8| No| 20| Graph 4. 1. 3 From graph 4. 1. 3 we can infer that 71% of the sample do not sell facia fairness cream which is a huge amount and so, the company has very few outlets where facia fairness cream is sold. 4. 1. 3 Percentage of annual turnover coming from skincare products? Average of turnover for Kirana stores, cosmetic shop and chemist are calculated according to the type of shops covered of each. Graph 4. 1. 4 From the graph 4. 1. we can infer that almost 70 percent of annual sales turnover of cosmetics stores come from skincare products whereas, only 25 percent of annual sales turnover for kirana stores come from skincare products and cemists stores keep very few skincare products which contributes to just 9 percent which is the minimum. 4. 1. 4 Which SKU is the fastest selling in your shop? Table4. 1. 4 Graph 4. 1. 5 From the graph we can infer that the fastest and highest selling SKU is 50-60 gm tubes. 4. 1. 5 How frequently do you buy from the stockist or the sales people? Table 4. 1. 5 Weekly| 5| Monthly| 3| Fortnightly monthly| 8|

As per requirement| 10| Graph 4. 1. 6 4. 1. 6 Do the brands pay for display? If yes, which brands? All the respondents gave a positive reply to the question i. e. 100 percent of shops are paid by big brands for display. The most common companies according to their responses are: 1. HUL 2. P&G 3. Garneir 4. Lotus 5. Johnson & Johnson 4. 1. 7 Who are your most frequent customers for face wash and fairness products? Table 4. 1. 6 Graph 4. 1. 7 4. 1. 8 Retailers were asked to roughly figure out the monthly sales of particular brands of face wash and fairness cream and the average margins hey get. Table 4. 1. 7 Face wash brand| Sale units(average)| Margin| Himalaya| 56-60 approx. | 12%| Everyuth| 12-13 approx. | 12%| Facia| 10-12 approx. | 18-20%| Lakme| 20-21 approx. | 12-13%| Garneir| 20-22 approx. | 10-11%| Pond’s| 25-30 approx. | 10%| Some observations: from the following table we can say that the highest selling face wash brand in all kinds of stores whether small or big kirana, cosmetics stores or chemists is Himalayas face wash followed by Pond’s which is also a popular brand preferred by females according to the retailers.

As facia is very new in market and with minimal of advertising it is the lowest selling amongst all due to less visibility in market. But on the contrary to boost the sales of the product Facia offers the highest margins to it’s retailers to encourage them to buy the product with around 18-20 percent which is quite high in comparison to other brands i. e. Pond’s and Himalayas. Table 4. 1. 8 Fairness cream Brand| Sale units(average)| Margin| Fair n lovely| 60-65 approx| 10%| Fairever| 20-25 approx| 10-11%| Facia| 6-10 approx| 18%| Emami| 20 approx| 10-11%| 4. 1. 9 .

On what basis do customers purchase a particular face wash or fairness cream according to your observation (please rate on a scale of 1 to 7 where 1-least important and 7- most important). oBrand Pull oPackaging oDisplay oAttractive Price Points oProduct Quality i. e. Brand promise is being met Graph 4. 1. 8 From the following graph we can interpret that the retailers have given foremost importance to Brand pull as a factor of choosing a particular brand of face wash or fairness cream by a customer followed by product quality at 6. 28 rating which is very high on a scale of 1 to 7.

Display and packaging play a neutral role and an attractive price point is not at all an important factor according to retailers. 4. 2 Hypothesis Testing T-test How do you rate Ratan’s services on a scale of 1-7? * Availability of stock when required * Delivery * Credit period * Discount Schemes * Politeness and courtesy of sales officers/people. For the above rating question on a scale of 1-7, we need to conduct t-test hypothesis testing. 4. 2. 1Timely delivery H0: µ<4 H1: µ>4 Table 4. 2. 1 Inference: As the computed p-value is less than the alpha value, Hence we will reject H0 and accept H1 i. . the delivery of goods by company is good. 4. 2. 2 Credit period: H0: µ<4 H1: µ>4 Table 4. 2. 2 Difference| 1. 200| t (Observed value)| 5. 555| t (Critical value)| 1. 711| DF| 24| p-value (one-tailed)| < 0. 0001| alpha| 0. 05| As the p-value<alpha value, we will reject H0 and accept H1 i. e. the credit period offered by the company is satisfactory. 4. 2. 3 Discount schemes: H0: µ<4 H1: µ>4 Table 4. 2. 3 Difference| 0. 538| t (Observed value)| 2. 059| t (Critical value)| 1. 708| DF| 25| p-value (one-tailed)| 0. 025| alpha| 0. 05|

We will reject null hypothesis and accept alternate hypothesis which means, Discount schemes offered by the company are satisfactory although not very attractive. 4. 2. 4 Price guarantees: H0: µ<4 H1: µ>4 Table 4. 2. 4 Difference| -1. 294| t (Observed value)| -5. 803| t (Critical value)| 1. 746| DF| 16| p-value (one-tailed)| 1. 000| alpha| 0. 05| We will accept the H0 i. e. Price guarantees<4. Hence, Ratan’s price guarantees are not satisfactory. They hardly provide any sure guarantees when comparing the other brands in market. 4. 2. 5 Politeness and courtesy of sales officers/people.

H0: µ<4 H1: µ>4 Table 4. 2. 5 Difference| 1. 308| t (Observed value)| 8. 458| t (Critical value)| 1. 708| DF| 25| p-value (one-tailed)| < 0. 0001| alpha| 0. 05| We will reject the null hypothesis and accept the alternative hypothesis. Hence, politeness and courtesy of salespeople is very satisfactory according to retailers. 4. 3 Descriptive Analysis of Consumer Questionnaire: The survey was carried out for female consumers within the age of 16 to 55 years and a sample size of 40 was taken. 4. 3. 1 Age of respondents of the questionnaire: Table 4. 3. 1 Age group| frequency| 6-20| 8| 21-25| 15| 26-30| 5| 31-35| 5| 36-40| 0| 41-45| 3| 46-50| 2| 51-55| 2| Graph 4. 3. 1 In the above pie chart we can see that 37 percent of respondents are in the age group of 21-25 in the survey conducted followed by 16-20 age groups with 20 percent share. 4. 3. 2 Marital Status: Table 4. 3. 2 Marital Status| Frequency| Bachelor| 21| Married| 17| Divorced| 1| Graph 4. 3. 2 Amongst 40 respondents 54 percent i. e. 21 are bachelor and 44 percent married to ensure respondents cover the responses of both the categories of women which have different tastes and preferences. 4. 3. Occupation of the female respondents: Table 4. 3. 3 Occupation| frequency| Student| 20| housewife| 11| service in Public| 1| service in private| 4| self employed| 4| others| 0| Graph 4. 3. 3 From the sample covered 50 percent of respondents are students i. e. 20 which is the highest and 27 percent are housewives and very few are working. 4. 3. 4 How much do you spend on skincare products in a month? Table 4. 3. 4 Monthly expenditure| frequency| <500| 15| 500-1000| 19| 1000-1500| 4| >1500| 2| Graph 4. 3. 4 According to the survey almost 48 percent i. e. 19 females spend between Rs. 00-1000 is just cosmetics and skincare products every month which shows a fair amount for a female to spend in a month except beauty parlours. Also we can see that 10 percent of females spend between Rs. 1000-1500 which is quite a big amount for middle income people and so we can say that the purchasing pattern is changing with increase in quality of living. 4. 3. 5 Which of the following Fairness Cream do you use (or have used earlier) Graph 4. 3. 5 Out of 40 respondents, 6 have never used a fairness cream i. e. around 15 percent and the Olay white beauty is the most purchased and used by females in which mostly are middle age females.

Also fair n lovely is also popular amongst females and one of the most selling fairness cream in India. In lower segment creams Fair n lovely is the most purchased cream whereas, Olay and pond’s are premium price products and so used generally by upper income level females. 4. 3. 6 Which of the following Face wash brands do you use (or have used earlier)? Table 4. 3. 6 Lakme| 5| Himalayas| 11| Pond’s| 7| Garneir| 6| Lotus| 2| Everyuth| 4| Others| 5| Graph 4. 3. 6 According to the data and graph we can draw a conclusion that Himalaya is the most popular brand by the respondents i. e. ut of 40 females 11 females use Himalayas followed by Pond’s and Garneir which are also popular in Face wash category. When we look at the retailer’s inputs mentioned earlier Himalayas is the highest selling face wash over all counters. 4. 3. 7 From which source did you come to know about the face wash brands and fairness creams brands? Graph 4. 3. 7 In the above question the respondents gave multiple answers about the various resources though which they came to know about the products and the biggest source is Television advertisements which is a true fact as most of the ads about skincare products are telecasted on television.

The second popular source are magazines as many brands advertise their products through fashion magazines specially read by women. 4. 3. 8 Please select your preference for promotional offers on Face wash and fairness cream? * Price off * Free samples of some other product of the same brand like: (on purchase of a face wash, sachets of new kind of face wash free) * Bonus pack * Free gift Graph 4. 3. 8 If given a promotional offer 17 out of 40 females would opt for ‘price off’ offer rather than bonus pack or free gift which exactly matches an Indian women thinking who always want a discount on the MRP. . 4. 9 Do you switch brands of face wash and fairness cream products? * Yes, Frequently (every purchase) * Yes, every alternate purchase * Yes, but occasionally * No, I do not switch brand Graph 4. 3. 9 60 percent of respondents said that they switch brands of face wash and fairness cream but occasionally and 33 percent of females said that they have never switched brand and are loyal to a single brand which they are using since a long time. 4. 3. 10 if your answer to the previous question is yes, what are the reasons for switching from one brand to another? Graph 4. 3. 10

Those who switch brands mainly does just to trial new brands of face wash or a fairness cream which has come up in the market according to the above chart where 25 percent switch brands just to try new products and 22 percent of females switch brands either due to side effects caused by previous product or influenced by other people’s recommendations. 4. 3. 11 Are you aware about Facia face wash? Table 4. 3. 7 Yes | 29| No| 11| Graph 4. 3. 11 From the question it can be concluded that 72 percent of the respondents know about Facia face wash whereas, 28 percent have never heard about the product.

The company initially promoted it’s face wash through television ads telecasted on youth channels like: MTV. 4. 3. 12 Are you aware about Facia Mirror white Fairness Cream? Table 4. 3. 8 Yes| 8| No| 32| Graph 4. 3. 12 We can see that hardly 20 percent of the females have heard about Facia mirror white fairness cream i. e. the visibility is very low for the product in the market and people are not even aware of the product. By far, the product is not known to customers as there was no major advertisement done on any media channel. 4. 3. 13 If your answer to Q. 5 and Q. 16 is yes then through which sources have you seen or heard about Facia? Table 4. 3. 9 Television ads| 18| Radio| 0| Newspaper ads| 6| Hoardings| 0| Internet| 1| Friends/family| 4| Graph 4. 3. 13 From the following Pie chart we can infer that 62 percent of females who knew about the products of Facia came to know through television ads, followed by 21 percent through newspaper ads. Television is a big medium for promotion today and helps creating awareness amongst customers although the company advertises very few products on television and newspapers. . 3. 14 Have you ever used any other product of Facia or Ratan? * Yes * No Graph 4. 3. 14 Just 15 percent of the total respondents have tried out or used other products of Facia like: facial bar or hair color which means that the acceptance for the products is very low due to high competition from big brands. 4. 3. 15 Please rate the following attributes on a scale of 1 to 5 which influence you while purchasing any fairness cream: Note: (Here 1 is least important and 5 is most important) Table 4. 3. 10 Attribute| Rate ( from 1 to 5) mean value|

Fairness | 3. 63| Fragrance | 3. 05| Price | 3. 44| Recommendation| 3. 39| Risk of side effects | 4. 36| Flexible Packaging | 2. 88| Graph 4. 3. 15 Respondents were asked to give rating on a scale of 1 to 5 on certain attributes which they consider important or not. We can infer that Risk of side effects from using a particular cream is the most important variable for them to choose a product, least the risks highly the certainty to buy the cream. Secondly, Fairness is also a very important factor with a rating of 3. 3 which means it is important variable. The respondents have given least importance to flexible packaging i. e. just 2. 88 below average. 4. 3. 16 Please rate the following attributes on a scale of 1 to 5 which influence your decision while purchasing a Face wash (Note: 1 is least important and 5 is most important). Table 4. 3. 11 Attribute| Rating( from 1 to 5) mean value| Clear skin| 4. 5| Freshness| 4. 3| Fragrance| 3. 15| Risk of side effects| 4. 2| Skin texture after wash| 4. 25| Graph 4. 3. 16

According to customers, Clear skin is considered to be the most important factor while purchasing a face wash as the main purpose to use a face wash is to get a clear glowing skin i. e. 4. 5 followed by Freshness which is also a very important factor for consumers but fragrance is not an important factor but customers gave a neutral response to it. 4. 3. 17Relation between Age group and rating of fairness attribute. Table 4. 3. 12 age group| 1| 2| 3| 4| 5| (blank)| Grand Total| 1(16-20)| | | 1| 2| 5| | 8| 2(21-25)| | | 5| 7| 1| | 13| (26-30)| 1| | 1| 1| 2| | 5| 4(31-35)| 1| 1| 1| 1| 1| | 5| 6(36-40)| | | 2| | | | 2| 7(41-45)| | 1| | | | | 1| 8(46-50)| 1| | | | 1| | 2| Grand Total| 3| 2| 10| 11| 10| | 36| Graph 4. 3. 17 By looking at the chart we can infer that age group between 16-20 have rated 5 to fairness, people between 21-25 have given 4 to fairness in majority, people within the group 26-30 have given 5 to fairness, 31-35 have given equal rating all over and likewise 4. 3. 18 Age group and Fragrance: Table 4. 3. 13 Row Labels| 1| 2| 3| 4| 5| (blank)| Grand Total| (16-20)| 1| 1| 3| 2| 1| | 8| 2(21-25)| | 3| 5| 2| 3| | 13| 3(26-30)| 1| 3| 1| | | | 5| 4(31-35)| 1| 1| | 3| | | 5| 6(41-45)| | | 2| | | | 2| 7(46-50)| | | | | 1| | 1| 8(51-55)| | 1| 1| | | | 2| Grand Total| 3| 9| 12| 7| 5| | 36| Graph 4. 3. 18 From the following pivot chart between the age group and the attribute ‘fragrance’ we have found that following groups have rated following ratings in majority Table 4. 3. 14 16-20| 3| 21-25| 3| 26-30| 2| 31-35| 4| 41-45| 3| 46-50| 5| 51-55| 2. 5| 4. 3. 19. Age group and price: Table 4. 3. 15

Row Labels| 1| 2| 3| 4| 5| (blank)| Grand Total| 1(16-20)| | 1| 2| 4| 1| | 8| 2(21-25)| 1| 1| 2| 5| 4| | 13| 3(26-30)| 1| 1| 1| | 2| | 5| 4(31-35)| 2| 1| | 1| 1| | 5| 6(41-45)| | | | 2| | | 2| 7(46-50)| | | | 1| | | 1| 8(51-55)| | 1| 1| | | | 2| | 4| 5| 6| 13| 8| | 36| Graph 4. 3. 19 Table 4. 3. 16 Age group wise preference: 16-20| 4| 21-25| 4| 26-30| 5| 31-35| 1| 41-45| 4| 46-50| 4| 51-55| 2. 5| For major of the females in various groups, price is a very important factor while purchasing a fairness cream. 4. 3. 20. Age group and flexible packaging:

Table 4. 3. 17 Row Labels| 1| 2| 3| 4| 5| (blank)| Grand Total| 1(16-20)| 2| 2| 2| 1| 1| | 8| 2(21-25)| 1| | 6| 6| | | 13| 3(26-30)| 1| 2| 1| 1| | | 5| 4(31-35)| 3| | 1| | 1| | 5| 6(41-45)| | | | 2| | | 2| 7(46-50)| | | 1| | | | 1| 8(51-55)| | 1| | 1| | | 2| Grand Total| 7| 5| 11| 11| 2| | 36| Graph 4. 3. 20 Table 4. 3. 17 16-20| 2. 5| 21-25| 3. 5| 26-30| 2| 31-35| 1| 41-45| 4| 46-50| 3| 51-55| 2| We can infer that flexible packaging is not an important factor for most of the females in various age groups and so, not much considered by them. 4. 3. 21.

Age group and Recommendations: Table 4. 3. 18 Row Labels| 2| 3| 4| 5| (blank)| Grand Total| 1| 1| 4| 1| 2| | 8| 2| 1| 3| 9| | | 13| 3| | 1| 2| 2| | 5| 4| 1| 3| 1| | | 5| 6| 2| | | | | 2| 7| 1| | | | | 1| 8| 1| 1| | | | 2| Grand Total| 7| 12| 13| 4| | 36| Graph 4. 3. 21 Mixed responses can be seen by respondents on the variable ‘recommendations’ like: respondents under age group 16-20 have rated 3, but 20-25 have rated 4, some have rated 2 so, on an average it is above neutral and so can be considered sometimes. 4. 3. 22. Age group and risk of side effects:

Table 4. 3. 19 Row Labels| 1| 2| 3| 4| 5| (blank)| Grand Total| 1| 2| 1| 1| | 4| | 8| 2| | | 1| 2| 10| | 13| 3| | | | 1| 4| | 5| 4| | 1| | 1| 3| | 5| 6| | | | | 2| | 2| 7| | | | | 1| | 1| 8| | | | 1| 1| | 2| Grand Total| 2| 2| 2| 5| 25| | 36| Graph 4. 3. 22 By looking at the graph we can undoubtedly say that for all the age groups risk of side effects is considered the most important factor while purchasing a cream. Across all age groups the preference is 5 on the scale of 1 to 5. 4. 4 Hypothesis Testing: Z-test with sample size=40 z = [x – µ] / ?

The females were asked to rate on a scale of 1 to 5 of how much are they conscious for their looks (except on social occasions)? (1-least conscious and 5=highly conscious). H0: Females are not conscious of their looks or H0<4 H1: Females are conscious about their looks or H1>=4 Table 4. 4. 1 Difference| -0. 250| z (Observed value)| -1. 571| z (Critical value)| -1. 645| p-value (one-tailed)| 0. 058| alpha| 0. 05| As the p-value is higher than the alpha value, so we will accept the null hypothesis which means that most of the women are not highly conscious about their looks.

CHAPTER 5 FINDINGS AND SUGGESSTIONS 5. 1 FINDINGS: 1. The company’s Facia range has a number of products which lack visibility in market. Very few people are aware about the brand Facia and especially face wash and fairness cream. As we came to know from the above analysis hardly 20 per cent to 30 per cent of the respondents have heard about the face wash and fairness cream of Facia. 2. Most frequent purchasers of the products are usually females within the age of 16-30. 3.

The most purchased face wash brand in India is Himalayas which has a various number of different ranges of face wash and the brand pull is very strong. 4. The most purchased fairness cream according to retailers is Fair n lovely which has undoubtedly the highest share in market currently. 5. According to retailers, most of the customers buy a particular brand because of its strong brand pull strategies through advertisements and other promotions. 6. According to retailers the fastest selling SKU is 50-60gm tube as customers prefer a light to handle and easy to use tubes.

So, companies should introduce small 50gm tubes also to boost quick purchases. 7. Most of the customers consider clear skin and freshness as the most important factor before purchasing a face wash. 8. Also the customers consider fairness and safety from side effects as the most important variables before purchasing a fairness cream. 9. According to survey most of customers come to know about the new products through television ads as the penetration level of television ads in increasing in India with more number of people purchasing television sets. 0. From the study I found that 60 percent of females occasionally change their face wash or fairness cream brand most of the time just to try out new ones or when recommended by someone or due to some side effects from using a product. 11. Nowadays people generally females are shifting to Ayurvedic beauty products which are natural and safe for the skin and so, being an Ayurvedic product company with very suitable to skin products. Ratan or Facia has a big opportunity to tap different markets including rural market. 5. 2 SUGGESTIONS: 1.

The company Ratan should concentrate more on the brand visibility of its products especially the face wash and fairness cream as very few people know about the brand and the products. So, they should invest more in brand promotions and advertisements. 2. It should also come up with new schemes for retailers like: shelf display or discount schemes so as to make them keep higher stocks. 3. The company needs to improve its distribution channel in terms of availability of the products in various shops including supermarkets as currently the products of company is not widely available.

So, it should try to cover all retail stores in order to create an image in the eyes of both retailers and customers. 4. Also Ratan can associate itself with beauty parlours initially small local parlours so that females visiting parlours will at least give a look to the products and in long term they may even purchase them. 5. The company can include a sales force which directly interact to the retailers and insure weekly supply of products. 6. From the questionnaire from customers, I came to know that only 15 percent out of 40 respondents have tried any product of Facia.

So, being a comparatively small company competing with giant players in market it is not easy to acquire share but the company should try to place their products together with big brands on shelf in various shops and also it can sponsor a fashion contest or a beauty contest in schools or colleges which are not very expensive. 5. 3 LIMITATIONS: * The survey was conducted for a small sample size of the whole population. * The retailer’s responses were not satisfactory as they just gave approximate answers due to which the responses can’t be considered 100 percent accurate but on assumptions. * Time duration of 2 months is less for internship. The study was conducted in the city Indore and so inferences drawn can be different when considered for the whole country. 5. 4 CONCLUSION: The main objective of my research was ‘comparative analysis of face wash and fairness cream in India taking into perspective my company ‘Facia’. The sample included Cosmetic s shops, kirana stores, & chemists. From the study we came to know that India has a huge potential for skincare products especially, B and C class towns have mass market product users for fairness cream and face wash products with a number of both International and National brands in the market.

There is high competition for these products and so, it is very difficult for small companies like: Facia (Ratan) to establish its image in the market and so, they need powerful promotional tools which are cost-effective to create awareness and demand for its products. most of the females between the age group 16 to 30 have high demands for skincare products and the consumption pattern is increasing , currently around 500 to 1000 rupees a month.

Findings from the surveys suggest that innovative television ads are the best medium for creating awareness for products and so, Facia should also engage in different mix of promotional tools like: local advertising through parlours, television ads on youth channels, trade fairs, etc. Also, personal care products being a part of FMCG category have fairly elastic demand and so, company should try to improve the distribution channel as the supermarkets is still an untapped area for the company.

Also the demand for natural and ayurvedic ingredients in skincare products is increasing which add a positive factor to the company as it has always developed Ayurvedic products which are safe for the skin. The project was a learning experience for me as I learned about many key factors regarding personal care industry especially faces wash and fairness creams, the strong and popular brands in the market, trends in consumer purchasing and factors influencing their purchase decisions. Bibliography: * The Marketing White Book * Philip Kotler- Principles of management * Indian personal care industry- Gyan research and analytics ltd.

References 1. www. ratanayurvedic. com 2. www. business-standard. com 3. www. youtube. com ANNEXURE QUESTIONNAIRE FOR RETAILERS Objective: To analyse the purchasing behaviour of retailers, chemists and other kirana stores in selling face wash and fairness products of Ratan. 1. Name of the Company/Store: 2. Name of the Owner: 3. Size of the Shop: 4. Type of Organization: * Kirana * Cosmetics * Chemists * Supermarket 5. Do you sell Ratan Ayurvedic Products: Face Wash – * Yes * No Fairness cream * Yes * No Others- 6. Which brands of the Face wash do you sell: Name | No. of units/month| Margin | MRP| Himalayas| | | | Facia| | | |

Everyuth| | | | Pond’s| | | | Garneir| | | | 7. What other brands of Fairness creams you sell: | No. of units/month| margin| MRP| Facia| | | | Fair n lovely| | | | Fairever| | | | Emami| | | | Fairglow| | | | Others| | | | | | | | 8. How frequently do you buy from the stockist or the salespeople: * Fortnightly * Weekly * Monthly * As per the requirement 9. Which SKU is fastest selling from your shop: * Sachet * 25gm * 50 gm * 100 gm * 200gm 10. On what basis do customers purchase a particular face wash or fairness cream according to your observation (please rate on a scale of 1 to 7 where 1-least important and 7- most important). Brand Pull * Packaging * Display * Attractive Price Points * Product Quality i. e. Brand promise is being met 11. Do brands come for display? If yes which brand or company? 12. Who are your most frequent and loyal customers? * Students * Housewives * Young, Working less than 25 years 13. How do you rate Ratan’s services on a scale of 1-7. * Delivery * Credit period * Discount Schemes * Politeness and courtesy of sales officers/people. CONSUMER QUESTIONNAIRE QUESTIONNAIRE OBJECTIVE: To analyze purchasing behavior and brand awareness amongst women regarding Fairness Creams and Face Wash products Instructions – Please tick the option suitable according to you * Be genuine in giving your answers. * Answer all the questions. 1. Name*: 2. Age*: (in Years) # 16-20 # 21-25 # 26-30 # 31-35 # 36-40 # 41-45 # 45-50 # 50-55 3. Marital Status: Bachelor Married Divorced 4. Occupation*: * Student * Housewife * Service in Public Sector * Service in Private Sector * Self Employed * Others (please specify) (Section 1: Importance of Beauty for Women) 5. Please Rate on a scale of 1 to 5 of how much are you conscious about Your looks (except on social occasions): 1 is for lowest and 5 for Highest. 2 3 4 5 _ _ _ _ _ 6. How much do you spend on skincare products (In rupees) in a month? * Less than 500 * 500-1000 * 1000-1500 * More than 1500. (Section 2: Adoption and experience of different face wash and fairness cream brands. ) 7. Which of the following Fairness Cream do you use (or have used earlier)? * Fair n Lovely * Fairever * Garnier Light * Pond’s white beauty * Olay natural white * Other’s (Please Specify) 8. Which of the following Face wash brands do you use (or have used earlier)? a. Lakme b. Himalayas c. Pond’s d. Garnier e. Lotus . Everyuth g. Others ( Please Specify) 9. Please rate the following attributes on a scale of 1 to 5 which influence you while purchasing any fairness cream : Note: (Here 1 is least important and 5 is most important) Attibute| Rate ( from 1 to 5)| Fairness | | Fragrance | | Price | | Recommendation| | Risk of side effects | | Flexible Packaging | | 10 Please rate the following attributes on a scale of 1 to 5 which influence your decision while purchasing a Face wash (Note: 1 is least important and 5 is most important). Attribute| Rating( from 1 to 5)| Clear skin| | Freshness| |

Fragrance| | Risk of side effects| | Skin texture after wash| | 10. From which source did you come to know about the face wash brands and fairness creams brands? * Magazines * Internet * Social Networking Sites (like: Facebook, twitter etc. ) * Television ads * Newspaper ads * Hoardings * Friends/family * Others (Please Specify) 11. Please select your preference for promotional offers on Face wash and fairness cream? * Price off * Free samples of some other product of the same brand like: (on purchase of a face wash, sachets of new kind of face wash free) * Bonus pack * Free gift 2. Do you switch brands of face wash and fairness cream products? * Yes, Frequently (every purchase) * Yes, every alternate purchase * Yes, but occasionally * No, I do not switch brand 13. If your answer to the previous question is yes, what are the reasons for switching from one brand to another? * Non-availability * Poor packaging * Side effects * Recommendations from other people to use some other brand than the one you are using. * Seeking Variety * Trials of other brands. * Others please write: (Section 3: Awareness about Facia products. ) 14. Are you aware about Facia face wash? Yes * No 15. Are you aware about Facia Mirror white Fairness Cream? * Yes * No 16. If your answer to Q. 15 and Q. 16 is yes then through which sources have you seen or heard about Facia? * Television Ads * Radio Ads * Newspaper Ads * Hoardings * Internet * Family/Friends 17. If you are aware about Facia face wash have you ever used it? * Yes * No 18. Have you ever used any other product of Facia or Ratan? * Yes * No If yes, please mention the product: Signature: Date: Thank You!