IMPORTANCE OF THE STUDY
Fairness creams have become a vital product for the Pakistani FMCG companies in increasing their overall sales due to the importance given by Pakistani consumers towards fairness. As Pakistan is a country known for its diversity different consumers from different parts of the country prefer different brands. Hence, this report aims to identify the brand preference of consumers towards fairness creams. The report also examines the factors influencing consumers in preferring various brands of fairness creams.
Within a short span of the last five-six years, the use of cosmetics by Pakistani consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes, changing life styles, influence of satellite television and greater product choice and availability. With the demand for cosmetics on the rise and the opening up of the market to foreign companies, many of the world’s popular cosmetics brands entered the Pakistan market in the early and Pakistani mid-nineties and some more have set their sights on Pakistan. The growing cosmetics market offers promising prospects for international brands. The growth rate in the cosmetics market reflects an increasing demand for beauty care products in Pakistan.
REVIEW OF LITERATURE & PROBLEM STATEMENT:
In the present era of competition the vary existence of any business
depends upon its customer bank. Customer is the king in present business
world. Gone are the days when producer or seller used to rule the business
world. Today customer is the main pillar on which any business stands. Due
to entry of the MNC's there is cut throat competition in the market. They
have already established in urban markets and now rural and suburban areas
are the thrust areas.
I have choose "To Study the Consumer Buying Behavior towards
Fairness Creams" to have a deep...
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