Methods in Business Research

Research Findings & Analysis

Presented by: Click to edit Master Ammara subtitle style 11/30/12

Introduction

Foresight Research (Pvt) Ltd Foresight offers a wide range of products, including market measurement/segmentation, customer satisfaction, consumer products, brand health tracking, media market researches, etc. Foresights point of differentiation is the use of analytics. With sample around 7500 households from 200 locations across the country, covers more than 25 product categories. Region: Asia Pacific, Middle East, Pakistan. Annual Turnover:US Rs. 0.8 million.

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OBJECTIVE
To explore the Potential Impact of numerous marketing campaigns of Skin Fairness products on our society and their perceived benefits.

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Problem Statement
There is a wide spread appreciation for lighter colored skin in the South Asian countries. This wish of being fair has been used by the producers of skin whitening products to make wind fall profits. However, no one is questioning the actual effectiveness of these products, nor their potential impact on the societal prejudices is being dissected.

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Scope of the study

To explore the product performance of the skin whitening products. To examine how the roles shown in the fairness creams TV commercials potentially raise and reinforce any social issues in Pakistan.

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Hypothesis

H0: 60% people agree that fairness products and their manufacturers are exploiting their consumers. HA: 60% people do not agree that fairness products and their manufacturers are exploiting their consumers.

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Proposed Project Duration

Start Date 17th June 2012 End Date 4th August 2012 Duration 7 weeks

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Research Design

Quantitative Research, Exploratory Primary Research (Questionnaire, Interview, Focus group)

Sample Size, n=255 City: Karachi (Population=13,500,000 approx)

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Research Design
Target Group
Both Male/Female with focusing on age between 15-40+ years

Segment
All social classes

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Research Cost budgeting

Direct Cost

Personal Salaries & Wages Fringe Benefits Consultant & Contracts Project Personal Cost

Rs. 200,000/Nil Rs. 50,000/-

One Focus Group One In-depth Interview

Rs. 40,000/Rs. 20,000/-

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Data Analysis & Report Costing Rs. 160,000/

Research Cost budgeting

Direct Cost (cont)

Travel Rs. 50,000/Supplies & Material Rs. 20,000/Communication (Telephone, postage etc) Rs. 10,000/Equipment/Purchases Nil Rs. 150,000/-

Analysis Cost (Profit)

Total Cost Rs. 700,000/-

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Sampling Grid
Population of Karachi 13,1 Refer http://www.ce 25,0 ence nsus.gov.pk 00 Male : =51. Female 7% =48.7 % Age Brack % eta g %age of Karachi to be used in our research e Male & Female Male (million) (millio Female n) (million) No . form sample filled(n) size 0 35 1 .4 04 35 % .4 0 % 4,64 6,25 2,40 0 2,11 2,26 1 2,72 4 15 11 19 .3 5 % 1,48 9,68 77 8 0,1 72 68 5,4 78 3 9 2 0 12 .1 2 4 4 % 1,59 3,37 82 5 3,7 77 75 5,9 74 8 4 2 5 8. 7 2 6 45. 9 % 3 0 7. 0 3 1 4 % 92 0,0 47 63 5,6 44 72 8,0 70 3 0 3 5 5. 7 3 9 9 % 75 9,9 39 38 2,8 37 88 0,0 90 1 2 4 0 5 -% 4 4 65 6,2 33 50 9,2 31 81 9,5 94 1 8 4 5 4 -% 4 9 52 5,0 27 00 1,4 25 25 5,6 75 5 0 3 -% 20.5 4 5 5 8 + %

05 % 1,14
9,75 59 0 4,4 55 21 9,9 28 7 2 2 5 5

00 % 39

3,7 20 50 3,5 19 69 1,7 56

1,05 0,00 54 0 2,8 51 50 1,3 50

5,9 12, 3,0 813 56, 2,8 924 79, 540

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A review of our primary research method

Questionnaire
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Demographics
Q1: Please specify your gender:

Male Female

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Q2: Please select your age bracket:

15 19 20 24 25 29 30 34 35 39 40 44 45 +

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Q3: Please specify your highest level of education:

Matriculation Intermediate Bachelors Degree Masters Degree None

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Q4: Please select your households average monthly income bracket:

10,ooo 17,000 17,000 25,000 25,000 35,000 35,000 50,000 50,000 70,000 70,000 90,000 90,000 & above

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Q5: How much time do you spend watching television?

1 hour/day 2 4 hours/day More than 4 hours/day A few hours/week I do not watch television

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Mindset
Q6: Please specify the definition about the color of your skin:

I consider myself to have a darker skin I have a wheatish complexion I consider myself to have a fair skin

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Q7: What are your thoughts on the contribution made by skin color?

Fairer skin color makes a person look beautiful Darker skin color makes a person look beautiful Skin color has no contribution in a person being perceived as beautiful

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Q8: Which of the following types of people do you consider beautiful ?

Asian (people from China and the Far-East) _________ Caucasian (people from Western Europe and North America) ________ African (people living on the continent of Africa) ___________ Indian (South Asians) __________ Hispanic (people from Spain and the South Americas) __________

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Q9: How much did the skin color influence your answer in Q8 ?

Skin color was not a consideration in my answer I also weighed in the skin color amongst the other facial features I based my decision solely on the skin color

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Q10: Do you think many people in our society are judged just from their skin color?

Agree Disagree Dont know

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Q11: Is fairness important to men & women both?

Only important for men Only important for women Important for men & women, both

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Fairness Products
Q12: Do you or anyone around you uses any fairness product? Fairness Product include anything and everything that claims to whiten your skin color.

Yes No

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Q13: How often do you or anybody around you uses a fairness products?

Regularly occasionally Dont use at all

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Q14: What do you think about the marketing campaigns of fairness products? Please choose all that apply.

They offer a solution to the inferiority complex faced by so many individuals in our society They enhance the social bias against the darker skinned people They bloat the perceived results just to make a profit They push the darker skinned people further into an inferiority complex

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Q15: Do you think people are treated differently because of their skin color?(Being treated differently includes discrimination in any area including work & personal life)

Agree, I believe that darker skinned people are less liked in the society Disagree, I believe that skin color has no affect on how society treats them Dont know

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Q16: Which factors do you think compelled you or anyone around you to buy/use Fairness products or a particular fairness product? Please select all that apply

Societally prevalent benefits of being Fair as shown in various marketing campaigns Being fair gives me a more desirable look Fairness products deliver on what their manufacturers claim Others (Please specify)

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Q17: What perceived benefits do you associate with the usage of fairness creams. Choose all that apply.

Skin Whitening Skin Moisturizing Gives your skin a softer feel Improves others behaviors towards you Gives you more respect in your work and personal life All of the above None of the above Other_________________

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Q18: Please respond if you have answered No to Q13. Will you ever use, recommended or would you consider recommending a fairness product to someone?

Yes No

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Q19: If you replied No in the Q18, please tell us why you would not recommend or consider recommending a fairness product to someone. Please choose all that apply.

These fairness products do not deliver what they promise Recommending them gives an impression that I am judging the person on their skin color These products are just promoting racism where it does not exist These products have side effects They are just trying to turn a luxury into a necessity Other (Please specify)

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Q20: If you believe that these products have side effects in Q19, then please tell us the issues that you or anyone around you have faced after using them? Please select all that apply.

Damaged Skin Spots/Pimples Acne Other _____________

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Q21: Do you believe that the fairness products available , cater to all consumer requirements?

Yes No

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Q22: Do you think there is any link between our countrys literacy rate and the popularity of fairness products?

Yes, prevalent illiteracy has made these products more popular than they should be. No, our literacy rate does not have any effect on the popularity of fairness products Dont know

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Analysis & Interpretation

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Gender vs Skin color

10

12

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Gender vs Fairness consideration in beauty

10

12

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Gender vs Likeness

10

12

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Gender vs Fairness Marker

10

12

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Gender vs Importance of Fairness

10

12

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Gender vs usage frequency

10

12

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Skin color vs usage frequency

10

12

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Gender vs Advertisement perception

10

12

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Persons own skin color vs color based social discrimination

10

12

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Age maturity vs Fairness consideration in beauty

12

10

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Perception - advertisement campaigns of fairness products

12

10

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Complexion vs fairness products consumer satisfaction

10

12

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literacy rate vs popularity of fairness products

10

12

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Effect of advertisement vs advertisement campaigns perception

12

10

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Gender vs fairness products consumer satisfaction

12

10

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Fairness products usage frequency vs factors

10

12

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Usage vs perceived benefits of fairness creams

12

10

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Gender vs color based social discrimination

10

12

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Complexion vs advertisement campaigns

10

12

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Fairness products vs consumer requirements

12

10

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Literacy rate vs popularity of fairness products

12

10

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Thank you
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