Fairness Cream

TITLE PAGE

CONTENTS

TITLE PAGE 1

INTRODUCTION 3

BRAND PREFERENCE 3

Rank-Based Analysis 3

Perceptual Mapping Based Analysis 4

Interpretation 5

REASONS TO LOOK FOR A DIFFERENT BRAND 6

Regression method: 6

Interpreting the data: 7

FACTORS INFLUENCING PURCHASE OF A BRAND 7

Methodology 8

Interpreting the data: 9

VALUE OF A BRAND 9

Interpretation 10

Interpretation: 10

THE ATTRACTIVE FEATURES OF A FAIRNESS CREAM 10

QUANTITATIVE ANALYSIS - CONJOINT ANALYSIS 10

FINDINGS & CONCLUSIONS 10

LIMITATIONS 10

REFERENCES –If any 10

INTRODUCTION

BRAND PREFERENCE

To identify the elements in an individual’s preference for a brand four factors were selected - Brand awareness, promotion, advertisements and range. These were decided on the basis of exploratory analysis – literature survey and interviews with respondents. The 5 major brands chosen for analysis were - Fair ever, Fair & lovely, Pond’s, Lakme and Olay.

Rank-Based Analysis

Here, the respondents had to rank the 5 brands against the four factors to understand the consumer’s preference for brands.

The following table was thus obtained from the responses gathered.

BRAND PREFERENCES RANKING

In order to recognize if the consumers identify any relation between the different factors, pair-wise Pearson’s and Spearman’s correlation coefficient was calculated. The same is shown below.

PEARSON’S CORRELATION COEFFECIENT

SPEARMAN’S CORRELATION COEFFECIENT

  | Factors |   | Awareness |   | Promotion |   | Advertisement |   | Range/Variety |

  | |   | |   | |   | |   | |

Awareness | - | 0.3 | 0.05 | 0.7 |

Promotion | 0.3 | - | 0.9 | 0 |

Advertisement | 0.05 | 0.9 | - | 0.1 |

Range/Variety | 0.7 | 0 | 0.1 | - |

Perceptual Mapping Based Analysis

Perceptual mapping is an illustrative technique that is used to visually present the perceptions of the consumers or the potential consumers of the product. Typically, the position of a product is...