Open AccessFairness Cream: a Study on Brand Preference of Consumers in Gobichettipalayam Town
Author(s) -
N. Sakthivel
Publication year - 2008
Publication title -
ushus journal of business management
Language(s) - English
Resource type - Journals
ISSN - 0975-3311
DOI - 10.12725/ujbm.13.2
Subject(s) - preference , business , advertising , population , product (mathematics) , marketing , market share , brand preference , brand awareness , economics , microeconomics , mathematics , sociology , geometry , demography
Fairness cream market is growing segment of the personal care product industry. The urban population in India is being increasingly influenced by spurt of fairness cream entry into the market. Recently 30 brands of fairness creams are found in all urban places, fair and lovely is the highest penetrated brand. In this industry, there is a high entry barrier due to the strong brand preference of the existing players.