given by vibhushah

www.techshristi.com Given by Vibhushah

K.S. SCHOOL OF BUSINESS MANAGEMENT 1

INDEX

Particulars Acknowledgement

Preface

1 History

Company

Product

2 Types of Product

3 4 P’s of Marketing

Product

Price

Promotion

Place

4 Market Research

5 Graphical Representation

6 Findings

7 Suggestions

8 Conclusion

9 Webography

10 Bibliography

http://www.techshristi.com/



NAMES

Teacher’s sign:

________________

(Ms. Mala Sheth)

ROLL NO. NAMES

2011 Deepak Parmar

2061 Siddhpura Neha H.

2067 Chauhan Nikunj H.

2100 Naliyapara Vibhusha J.

2112 Panchal Pooja S.

2113 Panchal Trushik M.

2119 Patel Dhruvil V.




PREFACE

Marketing Research is basically an experimental field where students are

given sufficient knowledge through practical experience. This marketing research

is our first step through which we can get an opportunity to approach different

kinds of people. It helps us to increase our knowledge, communication skill,

thinking ability and ultimately helps to improve our personality.

The whole journey from beginning to completion of our research on

preferences of people, for different brand or anti aging cream was really full of

experience and learning. It has taught us how to apply the principles of research

methodology in the practical situation. This project is the result of what we have

digested out of the whole journey. Basically our research reveals the comparisons

of the satisfaction levels of the consumers for anti-aging and other brands. We

have tried to analyze different aspects of the preferences all these different aspects

have been neatly and logically woven in our questionnaire.




ACKNOWLEDGEMENT

An acknowledgement is something which is so often over looked by people

who read a project. This is something very important, an integral part of this

project as this expresses our heartfelt gratitude towards all those people who

helped us during the course of this project and in the end helped us give it the form

as seen today. The project report contains great support of many well wishers

without whom the report would not have been possible.

We are greatly indebted to Dr. SARLA ACHUTAN, the founder of

K.S.SCHOOL of Business Management, who gave us the valuable opportunity of

involving ourselves in such project assignment. We would also like to thank Mrs.

MALA SHETH for her support and immense help. There are many people outside

the college premises who gave their valuable time for our project. We would like

to thank them also.




HISTORY OF THE COMPANY

Pond’s signifies Hindustan Unilever’s entry into the premium skin care

market in India; the company is taking careful steps since the category is still very

new in India

―Our main aim right now is to build the category. We are not afraid of

competition, but welcome it instead. More competitors will help us build the

category further,‖ said Ashok Venkatramani, vice-president and category head,

skin care, HUL.

The company strategically priced the product such that it can be bought by

the higher middle class. An internal study conducted by the company had revealed

that, on an average, the urban consumer spends Rs 900 a month on skin care.

Hence the product has been valued like a prestige brand, but priced and marketed

as a masstige brand, prestige for the masses. As part of its category building

measures, HUL is investing in advertising and providing skin care consultancy at

big retail outlets. In the last two years, the company’s total ad spends have gone up

by Rs 450 crore. In order to increase its presence in large format retail outlets,

HUL has also inked a joint venture agreement with South African company,

Smollan Holdings, to provide in-store services and point-of-purchase

management.

Anti-ageing, which is a big market in the western world, is catching up in

India at a growth rate of 40 per cent. It is valued at Rs 50 crore in the Rs 2,300

crore skin care market in India.

HUL rolled out this range in 500 outlets in the first phase of its launch last

year. The brand is currently present in 2000 outlets in 50 cities and several semi-

urban areas in the country. The company has plans to expand the number of outlets

to 5,000 by the end of next year and is targeting metros as well as second-rung




cities. It has received the highest response from Bangalore, Ludhiana and Luck

now.

Pond’s is part of Unilever’s global portfolio. The company currently sources

the entire range from its Thailand facility, but has plans to manufacture it in India.

HUL’s Personal care products sales, at Rs 3780.15 crore, account for 29 per cent of

its total revenues of Rs 13,035 crore. Other brands in the company’s personal care

product portfolio include Lakme cosmetics and beauty salons.




HISTORY OF ANTI-AGEING CREAM

Ageing (British English) or aging (American and Canadian English) is the

accumulation of changes in an organism or object over time. Aging in humans

refers to a multidimensional process of physical, psychological, and social change.

Some dimensions of aging grow and expand over time, while others decline.

Reaction time, for example, may slow with age, while knowledge of world events

and wisdom may expand. Research shows that even late in life potential exists for

physical, mental, and social growth and development. Aging is an important part of

all human societies reflecting the biological changes that occur, but also reflecting

cultural and societal conventions. Age is usually measured in full years — and

months for young children.

1. A person's birthday is often an important event. Roughly 100,000 people

worldwide die each day of age-related causes.

2. The term "aging" is somewhat ambiguous. Distinctions may be made

between "universal aging" (age changes that all people share) and

"probabilistic aging" (age changes that may happen to some, but not all

people as they grow older, such as the onset of Type Two diabetes).

Chronological aging, referring to how old a person is, is arguably the most

straightforward definition of aging and may be distinguished from "social

aging" (society's expectations of how people should act as they grow older)

and "biological aging" (an organism's physical state as it ages).

3. There is also a distinction between "proximal aging" (age-based effects that

come about because of factors in the recent past) and "distal aging" (age-

based differences that can be traced back to a cause early in person's life,

such as childhood poliomyelitis).

4. Differences are sometimes made between populations of elderly people.

Divisions are sometimes made between the young old (65-74), the middle




old (75-84) and the oldest old (those aged 85 and above). However,

problematic in this is that chronological age does not correlate perfectly with

functional age, i.e. two people may be of the same age, but differ in their

mental and physical capacities. Each nation, government and non-

government organization has different ways of classifying age.

5. Anti-aging creams are predominantly moisturizer based cosmeceutical skin

care products marketed with the promise of making the consumer look

younger by reducing visible wrinkles, expression lines, blemishes,

pigmentation changes, discolorations and other environmentally (especially

from the sun) related conditions of the skin.

6. Despite great demand, many such products and treatments have not been

proven to give lasting or major positive effects. A decrease in wrinkle depth

of 10% is typical. However, recent studies show that some ingredients have

an effect.

7. Traditionally, anti-aging creams have been marketed towards women, but

products specifically targeting men are increasingly common.

8. Some anti-wrinkle creams contain some form of retinol (for instance, in the

form of retinyl palmitate) which in various formulations has been shown to give a

"rejuvenating" appearance to the skin, in that it stimulates the renewal of skin cells

and reduces dark spots. Alpha hydroxy acids and beta hydroxy acids have a

peeling effect when used as chemical peels. However, the effects of these

compounds likely depend on their concentration and mode of application, making

the effects of the commercial products less certain. Some other common

ingredients are Boslowox, Peptides, Q-10, anti-oxidants, and sunscreens.




Alternative approaches

The best results come from following a formal anti-aging treatment program,

as opposed to the single product approach, based on the use of moisturizers with

the complimentary exfoliation and renewal capacity of AHA fruit acids (Alpha

Hydroxy Acid) which help to dissolve the intracellular "glue" that holds the dead

cells together on the skin. The use of this type of product on a daily basis gradually

enhances the exfoliation of the epidermis and stimulates the production of fresh

skin cells to compensate for the missing ones. This gradual renewal process

exposes a more moisturized skin with less sun damage. This means a lighter

complexion, fewer pigmentation spots and less marked wrinkles.

It is important to note that most treatment programs require the use of an

effective UV skin protection (SPF 15 or higher) during use of such acid based

creams.

10. There are also a range of alternative cosmetic treatments for the

appearance of wrinkles on the skin such as plastic surgery and botox injections.

Advertising sometimes presents anti-aging creams as an alternative to these more

costly and invasive cosmetic treatments.

How to Choose the Best Anti Aging Cream for Your Skin

It is a fact of life that everyone gets older and with age comes changes in our

skin. The good news is that by using the best anti aging cream, the effects of older

age will not be as noticeable.

When skin ages it can change in very dramatic ways such as losing its

elasticity, getting dry, or developing fine lines and wrinkles. This is why it is

important to find the right anti aging skin care products for your skin.

Anti aging skin cream has come a long way since the days of our mothers.




There are now creams and lotions that will almost completely reverse the ravages

of age on the skin. Sagging and creasing no longer has to be a fact of life.

Creams for Different Skin Types

Choosing the right anti aging skin cream will depend on what type of skin

that you have. There are several different skin types and it is important that you

know which category you fall into.

If you find that you have oily skin then you will have to be careful. Skin

with excess oil is often thought of as the most difficult skin to care for, but the

truth is that it does not have to be. The problem usually comes in when you apply

skin creams that are far too greasy. This will cause clogged pores and breakouts

which nobody wants. The best type of creams to use is those that are made with

clay and other non greasy products. You will also need to take great care in

washing and drying your skin.

People that have normal skin type will need to use an anti aging skin cream

that provides a perfect blend of drying and oil producing ingredients. Using a facial

mask once a week might also be helpful.

Combination skin types are one of the most common types of skin. The

biggest issue that people have with combination skin is that it is both oily and

greasy. You can't use a product that will produce more grease and moisture onto

your skin, but you also will not be able to settle with a primarily dry skin cream

either. Use a mild soap and gentle products to help even out the skin.

Skin that is dry, red, itchy, and flaky probably has the dry skin type. The

hardest part in dealing with this type of problem is that it still needs plenty of

moisture, but too much of a good thing will leads to something bad. Never use a

dry face soap to help with this problem. Try a more moisturizing soap when it

comes to your facial area and the back. Make sure that you stay properly hydrated

throughout this experience.




Sensitive skin is another type that is hard to care for. Luckily, there are many

fantastic products on the market that can help with the problem. One step you need

to take is to watch the fragrance that some products contain. This will lead to

severe drying of the skin as well as redness and irritation.

Finding the best anti aging cream for your skin may seem daunting, but with

the right tips and techniques for choosing the right cream you will likely be free of

the skin problems that face most of us in our later years.




TYPES OF ANTI-AGEING CREAM

Anti –aging cream (20-30 years):-

COMPANY BRANDS

OLAY Olay Total Effect (7 in 1 anti-ageing moisturizers)

POND’S 1. Pond’s Perfect Result (multi-benefit illuminating lotion)

2. Pond’s Perfect Result (multi-benefit illuminating cream)

ORIFLAME 1. Anti-aging conditioner

2. Optimal Time Relax (Day Cream)

HIMALAYA Anti-Wrinkle Cream

ELIZABETH

ARDEN

1. Anti aging Plumping Moisturizers

2. Anti ageing restore renew.

3. Anti ageing oil free moisturizer

Aging Cream (40 years onward):

COMPANY BRANDS

CHAMBOR Hydra-Max Nourishing Soften (Dry Skin)

REVLON Absolute-C

KAYA SKIN Revive Kaya Skin Clinic

POND’S Pond’s Age-Miracle Cream.

ORIFLAME Optimal Time Reversing Restoring (Night Cream)

GARNIER Wrinkle Lift

LO’REAL PARIS 1. Revitalift.

2. Wrinkle Decrease

3. Derma Genesis Cellular Youth Creator




VLCC SKIN SOLUTION Skin Tightening Solution

VARIOUS TYPES OF ANTI-AGEING

CREAMS AVAILABLE IN AHMEDABAD

Company

Name

Brand/Product USP Price

OLAY

Olay total effect

(7 in 1 anti ageing

moisturizers)

1) Visibility reduces lines &

wrinkles

2) Gives soft & smooth skin

3) Visibility reduces dark spots

4) Sun protection for even skin

tore

5) Gives firm looking skin

6) Radiant, glowing skin

7) Visibility reduces pore sizes

Rs. 519/-

50 gm.

CHAMBOR Hydra max-

nourishing

softener (dry

skin)

1) Remove dead surface cell and

refines pores

2) Even skin tone and softness

fine lines

3) The result is well hydrated

supple and radiant skin

Rs. 398/-

50 gm.

Hydra max-

cleansing foam

(all skin)

1) Quick foaming liquid texture

that easily blends with water

2) Enriched with exfoliating the

minerals which clarify the skin

and eliminate ―dullness‖ for a

crystal-clear complexion.

Rs 395/-

50 gm.

REVLON Absolute-C 1) Balance the skin and assists the

permutation of moisturizers.

Rs. 710

50 gm.




2) It is easily absorbed by the skin

deeply and quickly making it

soft.

KAYA

SKIN

Revive Kaya Skin

Clinic

1) Provides a triple UV

protection.

2) For brighter, softer, more

radiate looking skin.

3) Nourishes the skin

4) Washes away old weavy and

sallow skin cells.

Rs. 195/-

75 ml

PONDS Ponds-perfect

result (multi-

benefit

illuminating

lotion

5) Multi defense and increase the

skins natural protection

6) Leading against the causes of

skin ageing by 15 times.

Rs. 195/-

75 ml

Ponds-perfect

result

(Multibenefit

illuminating

cream)

7) Helps in protect the skin from

the age accelerating UVA &

UVB rays.

Rs. 225/-

50 gm.

Rs. 180/-

30 gm.

Ponds-age

miracle

8) Found the dark of willow trees,

salicylic acid prevents poves

from clogging up.

9) Cleansing beads gently

exfoliate away dead skin-cell.

Rs. 525/-

70. gm.

ORIFLAME Anti-ageing

Conditioner

Ultra nourishing conditioner

helps in preventing the further

ageing of nature hair washes.

Rs. 279/-

200 ml.

Optimal time

relax (Day

Helps in prevent fine and

expression lines, skim smooth

Rs. 390/-

50 gm.




Cream) relaxedboking visibly younger

contains a bio-smooth

complex.

Optimal time

reversing

restoring (night

cream)

It helps boost all every to

maximize wrinkles and

improve skin, firmness and

elastically

Rs. 1390/-

50 gm.

Lift expert ultra

farming night

cream

Provide a radiant & Pinkish,

white glow.

Rs. 1045/-

50 gm.

SHEHNAAZ

HERBAL

Dermo fertilize

beauty balm

Control benefits of exclusive

herbal ingredients.

Rs. 350/-

40 gm.

GARNIER Wrinkle Lift Gives a pleasant sensation of

freshness on application

Rs. 99/-

80 ml.

LO’REAL

PARIS

1. Revitalift

2. Wrinkle decrease

3. * Dreama genesis

cellular youth

creator

The soft and rich lather of this

exclusive formula rinses off

easily.

Rs.7500/50gm

Rs. 850/50gm

Rs. 999/50gm

Elizabeth

Arden

Anti ageing

plumping

moisturizers

Experience next level

Ceramide plumping benefits

with CPT technology, to give

skin a more lifted, redensified

look as it plumps the

appearance of surface line and

wrinkles. With continued use,

skin appears smoother, firmer,

visibly relaxed and revitalized.

Rs. 3050/-

50 gm.

Anti ageing restore

renew

Works immediately to

moisturize and improve the

appearance of dry, sun

Rs. 3030/-




damaged skin, creating a

brighter, more radiant look.

95% of consumers tested

reported softer, smoother skin.

Anti-Ageing oil-

free moisturizer

Oil free moisturizer that

anticipates your skin’s every

need. An advanced

moisturizing system helps

healthy looking, day after day.

Protects your skin with an SPF

15 sunscreen and antioxidant

vitamin C and E. Refines,

clarifies and retextures with

alpha and beta hydroxyl

compounds.

Rs. 2490/-

Revlon Reveal age

intercepting cream

Suitable for all skin. Rs. 675

*VLCC Skin tightening

solution

Minimize the look of fines

lines & wrinkles.

Rs. 350

REAYUR Aloe Vera Gel Moisturizer balance formally Rs. 165

120 gm.

*Observation:

There are 14 companies which produce the Anti ageing cream. It includes 24

brands. The Anti-ageing and Ageing creams are used for all skin. They are of two

types.

1. Preventive (Anti-ageing)

2. Curative (Ageing)

The products are available in the range of 30 gm- 120 gm and 70 ml – 200 ml. The

minimum price is Rs. 99 and maximum is Rs. 3050




INTERNATIONAL AND NATIONAL

COMPANIES

International Companies 1. Oriflame:

Headquarter : UK (Luxemburg)

Product : Anti – ageing conditioner

Optimal time relax (Day Cream)

Optimal Time reversing restoring (Night cream)

Lift expert ultra forming (Night cream)

2. Elizabeth Arden:

Headquarter : London (UK)

Product : Anti-ageing plumping moisturizers

Anti-ageing restore-renew

Anti – ageing oil-free moisturizer

3. Olay:

Headquarter : U.S.

Products : Olay Total Effect

(7 in 1 anti-ageing moisturizers)

4. Revlon:

Headquarter : New York (U.S.)

Products : Absolute – C, Reveal age interceptive cream




5. Pond’s:

Headquarter : UK

Products : Pond’s Perfect Result

(Multi benefit illuminating

lotion)

Pond’s Perfect Result

(Multi benefit illumination

Cream)

Pond’s Age-Miracle

6. Garnier:

Headquarter : UK

Product : Wrinkle Lift

7. L’Oreal Paris:

Headquarter : France

Product : Revitalift, Wrinkle-defense, derma genesis

Cellular youth creator.

8. Revayur:

Headquarter : Nagpur

Product : Aloe-Vera Gel

9. VLCC Skin Solutions:

Headquarter : Haryana




National Companies

1. Kaya Silk:

Headquarter : Mumbai (India)

Product : Revive Kaya Skin Clinic

2. Chambor:

Headquarter : India

Product : Hydra may-nourishing softener (dry skin)

Hydra map-cleansing foam (all skin)

3. Shehnaaz Herbal:

Headquarter : New Delhi (India)

Product : Demo _______ beauty balm

4. Himalaya:

Headquarter : India

Product : Anti – wrinkle Cream

5. VLCC Skin Solutions:

Headquarter : Haryana, Gurgaon (India)

Product : Skin tightening solution.




4 P‟S OF MARKETING

Introduction:-

The marketer’s task is to devise marketing activity and assemble fully integrated

marketing programs to create, communicate, and deliver value for consumer. The

marketing program consists of numerous decisions on value-enhancing marketing

activities to use. Marketing activities come in all forms. One traditional depiction

of marketing activities is in terms of the marketing mix, which has been defined as

the set of marketing tools the firm uses to pursue its marketing objectives.

McCarthy classified there tools into four broad groups, which he called the

four P’s of marketing:

Product

Price

Promotion

Place




4 P‟s of Marketing

PRODUCT Product variety

Quality

Design

Features

Brand name

Services

Warranties

Returns

PRICE

List price

Discount

Allowance

Payment period

Credit terms

PROMOTION

Sales promotion

Advertisement

Direct marketing

Public relations

PLACE Malls

Retails shop

Departmental shop




I. PRODUCT:-

Product is the first and important element of the marketing mix. Many

people think that a product is a tangible offering, but a product can be more than

that. A product is anything that can be offered to a market to satisfy a want or need.

Products that are marketed include physical goods, services, experiences, events,

persons, places, properties, organizations, Information and ideas.

* There are two types of product:

1. Pond’s perfect result cream

2. Pond’s Age miracle cream

1. Pond‟s perfect result cream

Pond’s perfect result is an anti-ageing cream which gives multi-defense 7

increases skin’s natural protection against leading causes of skin. It is enriched

with the combined power of multi anti – ageing actives like vitamin B3, white tea

& SPF 15 PA++ for youthful illuminated skin. Benefit of this product is to

illuminate skin by reducing dullness of skin. It also helps to protect skin from age.

This product is generally used by consumer ageing between 20 to 40 years.

2. Pond‟s Age miracle cream

The pond’s Age miracle is a comprehensive range of ageing product that

contains break through advanced CAL+ complex. Pond’s Age miracle with its

unique day cream and semen was specially designed to help to reduce the

appearance of fine lines wrinkles & age spots in just 7 days.

Pond’s Age miracle has advanced CLA4 complex – a combination of

our best ageing ingredient LCLA + AHA + RATIONAL + RETONAL




BOOSTERS to give proven ageing efficiency & care. It enhances overall in 2

formats:

1. Pond’s Age miracle cream with CLA in pump.

2. Pond’s Age miracle resurfacing cream with advance CLA4 complex injury.

Priced at Rs. 450 per 50 ml bottle, Pond’s Age Miracle day cream is the highest

selling product in the Age Miracle range, which includes seven different anti-

ageing beauty products. The product, however, faces stiff competition from Procter

& Gamble’s recently launched Olay, an anti-ageing cream priced at Rs 599 per 50

grams bottle.

Product Levels:-

One of the most important requirements for marketing efficiency is proper

product planning.‖ product is a key element in the offering market.‖ products that

are marketed include physical goods, services, experience, events, persons,

properties, organization, information and ideas. There are various levels of anti-

ageing cream, which are as under.




1. Core Benefit:- The most fundamental level is core benefit. It is provides benefit, which the

customer is really buying. Core benefit of anti-ageing cream is to reduce the

wrinkles on skin.

2. Basic Product:-

At this level the marketer’s task is to convent the core benefit into basic

need. Here the basic product is ―Anti-ageing cream & Ageing cream.

3. Expected Product:-

At the third level, the marketer prepares an expected product, a set of

attributes and conditions that the buyers normally expect at the time of buying.

Expected product of an anti-ageing cream is to remove dark spots, wrinkles and

give look like young.

4. Augmented Product:-

At the fourth level marketer prepare augmented product that exceeds

customer’s expectations, grand positioning and competition take place at this level.

Augmented products of Anti-Ageing creams are as under:

New, stylist and attractive packaging.

Sun protection with controlling age.

Glowing and shiny skin and prevents moisture loss.

Protects skin from oxidative damages.

5. Potential Product:-

At the fifth level stands the potential product which improves all the possible

augmentation and transformation for the product which might undergo in future.

Potential product of an anti-ageing cream is, provide medicine for reduce the age.




II. PRICE:-

Price involves decision related to the pricing policy. It also involves credit

policy, discount and rebates and terms of delivery and payments.

1. List price:

Pond’s perfect result cream is available in Rs.180 for 30gm & Rs. 225 for

50gm. Pond’s Age miracle cream is available in Rs. 325 for 50gm & Rs.525 for

75gm.

2. Discount and Allowances:

Discount and allowances means any discount or allowances offered to the

customers on buying the product. Analyzing the market, it can be shown that no

such benefit is given by the Company.

3. Taxes:

It is the amount of compulsory payment levied by the state or central

government. This amount is to be paid at time of purchasing along with

purchasing price.

4. Payment Period:

Payment period to how much time is given to the customers to make the

payment. Here whole amount is to be paid at the time of the purchasing. No such

payment period is applicable.

5. Credit Terms:

Credit terms refer to the terms that are provided to the customers. Here

company does not give any credit term.




III. PROMOTION:-

Promotion Mix includes decision relating to salesmanship, advertising, sales

promotion and customers feedback. The purpose of production mixes is to induce

customer to buy the product.

1. Sales Promotion:

Sales promotion is defined as aggregation of all such activities which

assist selling, advertising and attain the organizational objectives. Purposes of

sales promotion are as follows.

a. To attract new consumers.

b. To reward loyal consumers.

c. To increase the repurchase rate of occasional users.

d. Sales promotion turn brand switches who are looking for price, good

value or premium into loyal users.

e. Sales promotion can alter market share permanently, in markets of high

brand dissimilarity.




Methods of techniques of sales promotion are as follows:

a. Price-off

b. Free sample

c. Coupons

d. Cash refund

e. Price packs

f. Premium packs

g. Frequently programmes

h. Contents

i. Patronage

j. Free trial

Price off, Contents and programs are used by pond’s company for sales

promotion.




Advertising:

Advertising is the key element of promotion. Advertising means to give the

information about our product briefly with the help of advertisement. Company

increases the sales of its product and attracts the customers by Advertising.

Advertising can be used to build up a long time image for the product.

Advertising tools of pond’s anti-ageing cream are:

1. Print media

2. News

3. Magazines




2. Direct marketing:

Direct marketing is the use of direct channels to reach the satisfaction of

consumers and deliver goods and services to them without using marketing

middleman. Company provides direct marketing to their customers through

internet catalogues, online information & mass-communication.

3. Public relation:

Company organizes beauty contest to maintain good relation with their

customers & goodwill for their company.

IV. PLACES:-

Place is also known as distribution channel. The distribution channel can

also be defined as ―two categories of activities and decisions, first relating to

distribution channel which involve taking decision about the choice for the

distribution network whether to demand on wholesalers, retailers, agents, factor or

brokers or to establish own distribution channel and second one’s relating to

physical distribution which involves decision as to storing, warehouses, risk taking

and insurance matter and about the mode of transports to be used in physical

transport.

Pond’s Age miracle & Pond’s perfect result are available at the places

mentioned as under:

1. Famous malls : Big Bazaar, Gallops

2. Retail stores

3. Departmental stores.




RESEARCH METHODOLOGY

What is Research?

Market Research means to study or analysis the factual data of a particular

product of a market.

Market Research is the function that links the customers and public to marketer

through information that is used to identify and define marketing opportunities and

problems, define and evaluate, marketing actions, and Monitor marketing

performance and improve understandings of marketing Process.

Effective marketing research involves following steps:

Problem Statement

Objectives

Data sources

Research instrument

Sampling Plan

Sampling Procedure

Contact Method

Problem Statement :

Market Research is under taken to achieve particular objectives. Some

research can be exploratory descriptive or casuals.

The first objectives of conducting a research on ―Anti- Ageing Cream‖

Objectives :

1. To find out current Trends Among people of Ahmadabad City

towards ―Anti- Ageing Cream‖

2. What kinds of ―Anti- Ageing Cream‖ are available in the market?




3. What is the use of Ponds ―Anti- Ageing Cream‖ among the

customers?

4. To find out benefits of ―Anti- Ageing Cream‖.

Data Sources :

The next step is to collect the data. There are two sources for it.

Primary Data Sources

Secondary Data Sources

Primary Data Sources:

Consumer Survey

Secondary Data Sources:

Magazines, Internet, Catalogues.

Research Approach :

Survey approach

Research Instrument :

Questionnaire

Sampling Plan:

After deciding on the research approach and instrument the

marketing researcher must design a sampling plan. This calls for three

decisions:

1. Sampling Unit :

Who is to be surveyed? The marketing researched must define

the target population that will be sampling.

We have done the survey of students, Housewives, Businessmen,

Servicemen, etc. we have covered the respondents of all groups.




2. Sampling Size :

How many people should be surveyed? We decided to do survey of

2000 people and get 100% response.

3. Sampling Procedure :

How should the respondents be chosen? To obtain a representative

sample of the population should be drawn.

According to us every member of the population has an equal

chance of selection so we did convenience Random Sampling.

Contact Method:

Once the sampling plan has been determined the marketing researcher

must decide how the subject should be contracted through mail, Telephone,

Personal Interview.

Our survey is based on the Personal Interview because personal

interview is most versatile method. The Interviewer can ask more question to

respondents.

The surveyed was made at colleges, Different Beauty-parlors, Societies,

Malls etc.




QUESTIONNAIRE

K.S SCHOOL OF BUSSINESS MANAGEMENT S.Y.MBA

Questionnaire on consumer preferences for Anti-Ageing cream

Name: ______________________________________________

Area/Address: ______________________________________________

______________________________________________

Gender:

( ) Male

( ) Female

Occupation:

( ) Student (Post Graduate)

( ) Business

( ) Service

( ) House wife

( ) Others

If others then specify: ____________________________________

Age: ( ) 20 – 40 years

( ) Above 41 onwards

Family Income: ( ) Up to 40000 p.m.

( ) 40001 to 80000 p.m.

( ) 80001 to 120000 p.m.

( ) 120001 to 160000 p.m.

( ) Above 160001 p.m.

1) Do you feel that, “Anti Ageing Cream is used by people of particular age group

only”?

( ) Yes ( ) No




2) Do you agree with the statement, “Anti Ageing & Ageing Creams are the same”

( ) Yes

( ) No

3) Give one brand name of Anti Ageing Cream that first comes in your mind?

___________________________________________________________

4) Do you use any Anti Ageing Cream?

( ) Yes

( ) No

If “Yes” then continue with sec I

If “No” then go to section II

SECTION – I

1) Which type of Anti Ageing Cream do you prefer?

( ) Anti Ageing Cream

( ) Ageing Cream

( ) I do not understand the difference

2) Which brand of cream do you use?

___________________________________________________________

3) How do you come to know about that particular brand of Anti Ageing Cream?

( ) Advertising

( ) Doctors / skin care specialist

( ) Family / Friends or relatives

( ) Explanation of sales & retail outlets

4) Why do you use Anti Ageing Cream?

( ) Wrinkleless skin ( ) Style

( ) Convenience ( ) Shine




5) Which factor do you consider while selecting cream?

( ) Price

( ) Feature

( ) Variety

( ) Color

( ) Softness

( ) Volume

( ) Brand Name

6) You are regular buyer of:

( ) Ponds Perfect Result

( ) Ponds Age Miracle

( ) Olay

( ) Oriflame

7) How often do you use Anti Ageing Cream?

( ) Daily

( ) Once in a Week

( ) Twice in a week

( ) As per Direction

8) Which size generally you go for?

( ) 50 gm

( ) 70 gm

( ) 120 ml

( ) 200 ml

9) Brand Gives:

( ) Highly Satisfied

( ) Satisfied

( ) Not Satisfied

( ) Dissatisfied

( ) Highly Dissatisfied




SECTION – II

1) If not what do you use?

( ) Nothing (No cream) (then Question-2)

( ) Creams

( ) Moisturizers

( ) Sun screen lotion

( ) Body lotion

( ) Fairness Cream

2) Why do not using anything?

( ) Don’t know about the benefits

( ) Don’t like to use it

( ) Medical Reason

( ) Ignorance

( ) Others

3) If you know the benefits of using different kinds of creams, will you start using

them?

( ) Yes

( ) No

If yes which brand you would use:

Any:

( ) Depends on the doctors suggestion

( ) Depends on the explanation power of sales person

Specific:

( ) Ponds Perfect Result

( ) Ponds Age Miracle

( ) Oriflame

( ) L’Oreal

( ) Others

If others then specify: __________




Finding: - 1 Gender Male Female Total Percentage

Yes 584(67.91%) 752(65.96%) 1336 66.80

No 276(32.09%) 388(34.04%) 664 33.20

Total 860(100%) 1140(100%) 2000

Percentage 43 57 100

ANALYSIS: -It has been observed from the above graph that females

(34.04%) are more aware than males (32.09%) towards the fact that anti-

ageing cream is NOT used by people of particular age-group only.

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Male Female

Per

cen

tage

Of

Peo

ple

Gender

Do you feel that anti-ageing cream is used by people particular age-group only?

Yes

No




Finding: - 2

Gender Male Female Total Percentage

Yes 216(25.12%) 276(24.21%) 492 24.6%

No 644(74.88%) 864(75.79%) 1508 75.4%

Total 860(100%) 1140(100%) 2000

Percentage 43% 57% 100%

ANALYSIS: - It has been observed from above graph that females (75.79%)

are more aware than the males (74.88%) towards the fact that anti-ageing

creams and ageing creams are NOT one and the same.

0.00

20.00

40.00

60.00

80.00

Male Female

Pe

rce

nta

ge O

f P

eo

ple

Gender

No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (as per

Gender)

Yes

No




Finding: - 3

(As per occupation)

Occupation Student Business Service House-Wife Others Total Percentage

Yes 300(24.59%) 56(28.57%) 52(16.46%) 80(32.26%) 4(20%) 492 24.6%

No 920(75.40%) 140(71.42%) 264(83.54%) 168(67.74%) 16(80%) 1508 75.4%

Total 1220(100%) 196(100%) 316(100%) 248(100%) 20(100%) 2000

Percentage 61% 9.8% 15.8% 12.4% 1 100%

ANALYSIS:- It has been observed from the above graph that SERVICE

group(83.54%) is more aware than the other groups towards the fact that

anti-ageing and ageing creams are NOT one and the same.

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Student Business Service House-Wife Others

Pe

rce

nta

ge O

f P

eo

ple

Occupation

No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (as per Occupation)

Yes

No




Finding:-4

(As per income)

Income Up to 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage

Yes 108(19.85%) 100(22.73%) 112(25%) 136(35.42%) 36(19.57%) 492 24.6%

No 436(80.15%) 340(77.27%) 16(3.57%) 248(64.58%) 148(80.43%) 1508 75.4%

Total 544(100%) 440(100%) 448(100%) 384(100%) 184(100%) 2000

Percentage 27.2% 22% 22.4% 19.2% 9.2% 100%

ANALYSIS:- It has been observed from above graph that the people whose family

income is above 160(80.43%), followed by people whose family income is upto

40000(80.15%) are more aware towards the fact that anti-ageing and ageing

creams are NOT one and the same.

0.0

20.0

40.0

60.0

80.0

100.0

Up to 40 40 to 80 80 to 120 120 to 160 Above 160

Pe

rce

nta

ge O

f P

eo

ple

Income

No. of people agree with the statement,”Anti Ageing and Ageing Creams are the same” (As per Income)

Yes

No




Finding:-5

(As per age)

Age 20-40 Above 40 Total Percentage

Yes 384(24.24%) 108(25.96%) 492 24.6%

No 1200(75.40%) 308(74.04%) 1508 75.4%

Total 1584(100%) 416(100%) 2000

Percentage 79.2% 20.8% 100%

ANALYSIS:- It has been observed from the above graph that age group 20-

40(75.40%) is more aware than the age group above 40(74.04%) towards the

fact that anti-ageing creams and ageing creams are NOT one and the same.

0.00

20.00

40.00

60.00

80.00

20-40 Above 40

Pe

rce

nta

ge O

f P

eo

ple

Age

People agree with the statement,”Anti Ageing and Ageing Creams are the same” (As per age)

Yes

No




Finding:-6

“Brand name of anti-ageing cream that first comes in mind‟‟

Brand Name Male Female Total Percentage

Pond's 300(34.88%) 388(34.04%) 688 34.4%

Oriflame 60(6.98%) 124(10.88%) 184 9.2%

Olay 152(17.67%) 212(18.60%) 364 18.2%

L’Oreal 36(4.19%) 44(3.86%) 80 4%

Others 312(36.28%) 372(32.63%) 684 34.2%

Total 860(100%) 1140(100%) 2000

Percentage 43% 57% 100%

ANALYSIS:- It has been observed from the above graph that people(34.4%)

including males(34.88%) and females(34.04%) know more about the anti-ageing

cream of POND‟S than the other brands.

0.0

10.0

20.0

30.0

40.0

Pond's Oriflame Olay Loreal OthersPe

rce

nta

ge O

f P

eo

ple

Brand Names

“Brand name of anti-ageing cream that first comes in mind’’

Male

Female




Finding:-7

“Do you use any anti-ageing cream?”(As per gender)


Yes 272(31.34%) 400(35.34%) 672 33.6%

No 596(68.66%) 732(64.66%) 1328 66.4%

Total 868(100%) 1132(100%) 2000

Percentage 43.4% 56.6% 100%

ANALYSIS:- It has been observed from the above graph that

females(35.34%) use more anti-ageing creams than males(31.34%).

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Male Female

Pe

rce

nta

ge O

f P

eo

ple

Gender

Usage Of Anti-ageing cream (As per gender)

Yes

No




Finding: - 8

“Do you use any anti-ageing cream?”(As per occupation)

Occupation Student Business service House wife other Total percentage

Yes 384(31.4%) 76(40.4%) 140(43.4%) 72(29.5%) 0 672 33.6%

No 840(68.6%) 112(59.6%) 184(56.8%) 172(70.5%) 20(100%) 1328 66.4%

Total 1224(100%) 188(100%) 324(100%) 244(100%) 20(100%) 2000

Percentage 61.2% 9.4% 16.2% 12.2% 1% 100%

ANALYSIS:- It has been observed from the above graph that service

group(43.4%), followed by business group(40.4%) uses more anti-ageing cream.

0.0

20.0

40.0

60.0

80.0

100.0

120.0

Student Business Service House-wife Others

Pe

rce

nta

ge O

f P

eo

ple

Occupation

Usage Of Anti-ageing cream (As per occupation)

Yes

No




Finding:-9

“Do you use any anti-ageing cream?” (As per income)


Yes 112(20.6%) 172(42.6%) 172(35.8%) 144(37.1%) 72(39.1%) 672 33.6%

No 432(79.4%) 232(57.4%) 308(64.2%) 244(62.9%) 112(60.9%) 1328 66.4%

Total 544(100%) 404(100%) 480(100%) 388(100%)

184(100%)

2000

Percentage 27.2% 20.2%

24%

19.4% 9.2% 100%

ANALYSIS:- It has been observed from the above graph that people whose

family income is between 40 to 80(42.6%), followed by people whose family

income is above 160(39.1%) use more anti-ageing creams.

0.0

20.0

40.0

60.0

80.0

100.0

Upto 40 40 to 80 80 to 120 120 to 160 Above 160

Pe

rce

nta

ge O

f P

eo

ple

Income

Usage Of Anti-ageing cream (As per income)

Yes

No




Finding:-10

“Do you use any anti-ageing cream?” (As per Age)

Age 20 to 40 Above 40 Total Percentage

Yes 500(31.57%) 172(41.35%) 672 33.6%

No 1084(68.43%) 244(58.65%) 1328 66.4%

Total 1584(100%) 416(100%) 2000

Percentage 79.2% 20.8% 100%

ANALYSIS:- It has been observed from the above graph that age-group

above 40(41.35%) uses more anti-ageing cream than age group 20 to

40(31.57%).

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

20 TO 40 ABOVE 40

Pe

rce

nta

ge O

f p

eo

ple

Age

Usage Of Anti-ageing cream (As per age)

Yes

No




SECTION-1

Finding: - 11

“Which type of anti-ageing cream do you prefer?”

Gender Anti-Ageing Ageing

Creams

Don't understand

difference

Total Percentage

Male 144(40.45%) 76(42.22%) 52(38.24%) 272 40.48%

Female 212(59.55%) 104(57.78%) 84(61.76%) 400 59.52%

Total 356(100%) 180(100%) 136(100%) 672

Percentage 52.98% 26.79% 20.24% 100.00%

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

Anti-Ageing Ageing Creams Don't understanddifference

Pe

rce

nta

ge O

f P

eo

ple

Types

Selection Of Consumers

Male

Female




ANALYSIS:-It has been observed from the above graph that the 52.98% people

are using ‖Anti Ageing Cream‖ and 26.79% people are using ―Ageing Creams‖

while 20.24 % peoples don’t understand the difference between them.

Finding: - 12

“Which brand of cream do you use?”

Brand Name Pond's Oriflame Olay L’Oreal Others Total Percentage

Male 92(29.87%) 20(29.41%) 68(47.22%) 8(50%) 84(61.76%) 272 40.48%

Female 216(70.13%) 48(70.59%) 76(57.78%) 8(50%) 52(38.24%) 400 59.52%

Total 308(100%) 68(100%) 144(100%) 16(100%) 136(100%) 672

Percentage 45.83% 10.12% 21.43% 2.38% 20.24% 100.00%

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Pond's Oriflame Olay Loreal Others

Pe

rce

nta

ge O

f p

eo

ple

Brands

Usage Of Different Brand Creams

Male

Feamle




ANALYSIS:- It has been observed from the above graph that males (61.76%)

mostly use anti-ageing creams of other* brands & females(70.59%) mostly

use anti-ageing cream of Oriflame.

(*=KAYA, ELIZABETH ARDEN, GARNIER, etc)

Finding: - 13

“How do you come to know about that particular brand of anti-ageing cream?”

Occupatio

n

Advertiseme

nt

Doctors Family/Friend

s/Relatives

Explanation

of Salesman

Total Percentage

Student 124(45.59%) 118(44.03

%)

60(51.72%) 12(75%) 384 57.14%

Business 36(13.24%) 28(10.45

%)

12(10.34%) 0 76 11.31%

Service 72(26.47%) 44(16.42

%)

20(17.24%) 4(25%) 140 20.83%

House

Wife

40(14.71%) 8(2.99%) 24(20.69%) 0 72 10.71%

Others 0 0 0 0 0 0.00

Total 272(100%) 268(100%

)

116(100%) 16(100%) 672

Percentag

e

40.48% 39.88% 17.26% 2.38% 100.00%




ANALYSIS:- It has been observed from the above graph that students come

to know about anti-ageing cream through explanation of salesman(75%),

business(13.24%) and service(26.47%) groups through advertisement and

house-wives(20.69%) through family/friends/relatives.

Finding: - 14

“Why do you use anti-ageing cream?‟‟

Age Wrinkleless Skin Style Convenience Shine Total Percentage

20 to 40 160(60.61%) 168(82.35%) 28(53.85%) 144(94.74%) 500 74.40%

Above 40 104(39.39%) 36(17.65%) 24(46.15%) 8(5.26%) 172 25.60%

Total 264(100%) 204(100%) 52(100%) 152(100%) 672

Percentage 39.29% 30.36% 7.74% 22.62% 100.00%

0.0

20.0

40.0

60.0

80.0

Student Business Service House Wife Others

Pe

rce

nta

ge O

f p

eo

ple

Occupation

How did you come to know about the particular brand of anti-ageing cream?

Advertisement

Doctors

Family/Friends/Relatives

Explaination of Salesman




ANALYSIS:- It has been observed from the above graph that age-group of

20 to 40 uses anti-ageing cream for the purpose of shine(94.74%) and age

group of above 40 uses anti-ageing cream for convenience.

0.00

20.00

40.00

60.00

80.00

100.00

WrinklenessSkin

Style Convinience Shine

Pe

rce

nta

ge O

f P

eo

ple

Reasons

Reasons For Using Anti-ageing Creams

20 to 40

Above 40




Finding: - 15

„‟Which factor do you consider while selecting cream?”

ANALYSIS:-It has been observed from the above graph that people whose

family income is upto 40000 consider variety(53.57%),40 to 80 income

group(39.53%), 80 to 120 income group(20.93%), 120 to 160 income

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Price Feature Variety Colour Softness Volume BrandName

Pe

rce

nta

e O

f P

eo

ple

Factors

Selection Of Factors

Upto 40

40 to 80

80 to 120

120 to 160

Above 160

Income Unto 40 40 to 80 80 to 120 120 to 160 Above 160 Total Percentage

Price 8(7.14%) 8(4.65%) 20(11.63%) 12(8.33%) 0 48 7.14%

Feature 36(32.14%) 68(39.53%) 36(20.93%) 40(27.78%) 28(38.89%) 208 30.95%

Variety 60(53.57%) 24(13.95%) 24(13.95%) 20(13.89%) 4(5.56%) 88 13.10%

Color 4(3.57%) 12(6.98%) 16(9.30%) 8(5.56%) 4(5.56%) 44 6.55%

Softness 28(25%) 28(16.28%) 32(18.60%) 28(19.44%) 16(22.22%) 132 19.64%

Volume 0 0 16(9.30%) 4(2.78%) 0 20 2.98%

Brand Name 20917.86%) 32(18.60%) 2816.28%) 32(22.22%) 20(27.78%) 132 19.64%

Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672

Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100.00%




group(27.78%)and above 160 income group(38.89%) considers FEATURE, while

buying anti-ageing cream.

Finding:-16

“You are regular buyer of”

0.00

10.00

20.00

30.00

40.00

50.00

Upto 40 40 to 80 80 to120

120 to160

Above160

Pe

rce

nta

ge O

f P

eo

ple

Income

“You are regular buyer of”

Pond's Perfect Result

Pond's Age Miracle

Olay

Oriflame


Pond's Perfect Result 40((35.71%) 56(32.56%) 48(27.91%) 36(25%) 20(27.78%) 200 29.76%

Pond's Age Miracle 36(32.14%) 40(23.26%) 48(27.91%) 36(25%) 16(22.22%) 176 26.19%

Olay 28(25%) 40(23.26%) 48(27.91%) 48(33.33%) 32(44.44%) 196 29.17%

Oriflame 8(7.14%) 36(20.93%) 28(16.28%) 24(16.67%) 4(5.56%) 100 14.88%

Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672

Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100.00%




ANALYSIS:- The survey reveals that income group of upto 40000

Rs.(35.71%), 40000 to 80000 Rs.(32.56%), 80000 to 120000 Rs.(27.91%)

are regular buyers of POND‟S PERFECT RESULT cream, income groups of

120000 to 160000(33.33%) Rs. and above 160000(44.44%) Rs. are regular

buyers of OLAY.

Finding:-17

“How often do you use anti-ageing cream?”

Usage Period Usage Period Percentage

Daily 340 51%

Once In A Week 124 18%

Twice In a Week 72 11%

As Per Direction 136 20%

Total 672 100%

51%

18%

11%

20%

Usage Period

Daily

Once In A Week

Twice In a Week

As Per Direction




ANALYSIS:- it has been observed from the above graph that 51% people use

anti-ageing cream daily,18% people once in week,11% people twice in week and

20% people use anti-ageing cream as per direction.

Finding: - 18

„‟Which size you generally go for?”


50 gm 48(42.86%) 64(37.21%) 48(27.91%) 14(9.72%) 4(5.56%) 204 30.36%

70 gm 20(17.86%) 40(23.26%) 44(25.58%) 36(25%) 16(22.22%) 156 23.21%

120 ml 36(32.14%) 52(30.23%) 56(32.56%) 40(27.78%) 28(38.89%) 212 31.55%

200 ml 8(7.14%) 16(9.30%) 24(13.95%) 28(19.44%) 32(44.44%) 100 14.88%

Total 112(100%) 172(100%) 172(100%) 144(100%) 72(100%) 672

Percentage 16.67% 25.60% 25.60% 21.43% 10.71% 100%

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

45.00

50.00

Upto 40 40 to 80 80 to 120 120 to 160 Above 160

Pe

rce

nta

ge O

f P

eo

ple

Income

Size Selection Of Anti-ageing Creams

50 gm

70 gm

120 ml

200 ml




ANALYSIS. :- the survey reveals that income group of upto 40000(42.86%)

and 40000 to 80000(37.26%) are using 50gm ,income group of 80000to

120000 is using 120ml, income group of 120000to 160000 and above 160000

are using 200ml anti-ageing cream.

Finding: - 19

Brand gives:- Anti-Ageing Cream

Brand Name Highly

Satisfied

Satisfied Not

Satisfied

Dis

satisfied

Highly Dis

satisfied

Total Percentage

Pond's

Perfect Result

68(34%) 124(29.52%) 4(14.29%) 0 4(33.33%) 200 29.76%

Pond's Age

Miracle

60(30%) 104(24.76%) 4(14.29%) 0 8(66.67%) 176 26.19%

Olay 60(30%) 108(25.71%) 16(57.14%) 12(100%) 0 196 29.17%

Oriflame 12(6%) 84(20%) 4(14.29%) 0 0 100 14.88%

Total 200(100%) 420(100%) 28(100%) 12(100%) 12(100%) 672

Percentage 29.76% 62.50% 4.17% 1.79% 1.79% 100%




ANALYSIS:-It has been observed from survey that Pond‟s Perfect Result

cream gives highest satisfaction to the consumers, followed by Pond‟s Age

Miracle(34%),Pond‟s Age Miracle(30%),Olay(30%),Oriflame(6%).Pond‟s Perfect

Result also gives highly dissatisfaction(33.33%), followed by Pond‟s Age

Miracle(66.67%) to the consumers.

SECTION-2

Finding: - 20

“If not what do you use?”

Alternatives No. of People Percentage

Nothing 560 42%

Creams 168 13%

Moisturizers 152 11%

Sun Screen Lotion 100 8%

Body Lotion 260 20%

Fairness Cream 88 7%

0

20

40

60

80

100

120

HighlySatisfied

Satisfied NotSatisfied

Dissatisfied

HighlyDis

satisfied

Pe

rce

nta

ge O

f P

eo

ple

Satisfaction

Satisfaction Levels Of Consumers

Pond's Perfect Result

Pond's Age Miracle

Olay

Oriflame




Total 1328 100%

ANALYSIS:-The survey reveals that people who are not using an Anti-Ageing

Cream, use creams (13%), moisturizers (11%), sun-screen lotion (8%), body-lotion

(20%) and fairness cream (7%). While 42% people do not use anything.

Finding: - 21

(As per gender)


Nothing 280(41.92%) 280(42.42%) 560 42.17%

Creams 72(10.78%) 96(14.55%) 168 12.65%

Moisturizers 84(12.57%) 68(10.30%) 152 11.45%

Sun Screen Lotion 44(6.59%) 56(8.48%) 100 7.53%

Body Lotion 164(24.55%) 96(14.55%) 260 19.58%

Fairness Cream 24(3.59%) 64(9.70%) 88 6.63%

Total 668(100%) 660(100%) 1328

Percentage 50.30% 49.70% 100%

42%

13% 11%

7%

20%

7%

Alternatives

Nothing

Creams

Moisturizers

Sun Screen Lotion

Body Lotion

Fairness Cream




ANALYSIS:- It has been observed from the survey that males (41.92%) and

females(42.42%) use nothing, males(10.78%) and females (14.55%) use

creams, males(12.57%) and females(10.30%) use moisturizers, males(6.59) and

females(8.48%) use sun screen lotion, males (24.55%) and females(14.55%)

use bodylotion, males(3.59%) and females(9.70%) use fairness cream.

Finding: - 22

“Why do you not using anything?”

Why do you not use

anything?

No. of People Percentage

Don't Know about the

Benefits

96 17%

Don’t like to use 300 54%

0.005.00

10.0015.0020.0025.0030.0035.0040.0045.00

Pe

rce

nta

ge O

f P

eo

ple

Alternatives

Alternatives (As per gender)

Male

Female




Medical Reason 104 19%

Ignorance 32 6%

Others 28 5%

Total 560 100%

ANALYSIS:- The survey reveals that 54% people don‟t like to use anti-ageing

creams, 19% people don‟t use them due to medical reasons, 17% people don‟t

know about the benefits and 6% people ignore anti-ageing creams to use.

Finding: - 23

“If you know the benefits of using deferent kinds of creams, will you start

using them?”

Preference Percentage

Yes 584 44%

17%

53%

19%

6% 5%

Why do you not use anything?

Don't Know about theBenefits

Don’t like to use

Medical Reason

Ignorance

Others




No 744 56%

Total 1328 100%

ANALYSIS:- It has been observed from survey that if people know the

benefits of different creams then 44% people will start using them but 56%

people will not change their mind-sets.

Finding: - 24

“If yes, which brand you would use?”

Any:

Reason Dependence Percentage

Doctor's suggestion 300 81%

44%

56%

Preference

Yes

No




Explanation power of

salesman

72 19%

Total 372 100%

ANALYSIS:-The survey reveals that if people start using the anti-ageing

creams then 81% people will start using them on the direction of doctors and

remaining 19% people will decide on the explanation of salesman.

Finding: - 25

Specific Brands selected by people:-

81%

19%

Dependence

Doctor's suggestion Explaination power of salesman




Specific Brands No. of People Percentage

Pond's Perfect Result 72 34%

Pond's Age Miracle 36 17%

Oriflame 44 21%

L’Oreal 60 28%

Others 0 0

Total 212 100%

ANALYSIS: - It has been observed from the survey that 34% people will

select pond‟s perfect result, 17% people will select pond‟s age miracle, 21%

people will select oriflame, and 28% people will select L‟Oreal.

34%

17% 21%

28%

0%

Specific Brands

Pond's Perfect Result Pond's Age Miracle Oriflame Loreal Others




FINDINGS

This is the last step where the findings of the data have to be presented in the

proper and easily understandable manner. For this purpose we have formed

written conclusion used various types of diagrams that is Pie- chart, Column

chart.




SUGGESTIONS From the views and opinion of the various consumers we analysed certain

suggestions regarding Anti-Ageing and Ageing Cream which may be

beneficially to the company in near future.

Company focus on the only group of Females. So there should be target

group of males also.

Because of high price of the ―Anti-Ageing Cream‖ there are some group of

people can’t afford to buy ―Anti-Ageing Cream‖ so there should be an area

of price Reduction and Variety in the context of product usage.

To increase Sales Volume of ―Anti-Ageing Cream‖ focus on more

Advertising. (During advertising distinguish particular target group like

Youngsters, Adults.)

There are no proper channels of distribution. There is rare availability of the

―Anti-Ageing Cream.‖ It should be increased.

Chemical usage should be reduced in product in order to remove harmful

effects like skin infections, allergy etc.




CONCLUSION

―Right actions can’t came out of nothing must be preceded by thought‖

Project work is the real life experience of real market

research works. We would finally like to conclude our project

with the great feelings of satisfaction and pleasure. During

Research; we acquire the detail knowledge of 4 P’s of

Marketing.

We supported to our group members as much as possible

and because of co-operation to each other we have completed

this valuable task.

Apart from the project work we also enriched the

communication Skills. We come to know the tendency of

people, Education, Occupation, and age groups etc…., which

increase our knowledge of present market situation.


given by vibhushah

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