Fainess Cream

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...