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    Methods in Business Research

    Presented by:

    Ammara

    Research Findings & Analysis

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    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 ofSkin Fairness products on our societyand their perceived benefits.

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    Problem Statement

    There is a wide spread appreciation for lighter colored skin inthe South Asian countries. This wish of being fair has beenused by the producers of skin whitening products to makewind fall profits. However, no one is questioning the actualeffectiveness of these products, nor their potential impact onthe societal prejudices is being dissected.

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    Scope of the study

    To explore the product performance of the skin whiteningproducts.

    To examine how the roles shown in the fairness creams TVcommercials potentially raise and reinforce any socialissues in Pakistan.

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    Hypothesis

    H0: 60% people agree that fairness products andtheir manufacturers are exploiting their consumers.

    HA: 60% people do not agree that fairness productsand 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 DesignTarget Group

    Both Male/Female with focusing on age between 15-40+

    years

    Segment

    All social classes

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    Research Cost budgetingDirect Cost

    Personal Salaries & Wages Rs. 200,000/-

    Fringe Benefits Nil

    Consultant & Contracts Rs. 50,000/-

    Project Personal Cost

    One Focus Group Rs. 40,000/-

    One In-depth Interview Rs. 20,000/-

    Data Analysis & Report Costing Rs. 160,000/

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    Research Cost budgetingDirect Cost (cont) Travel Rs. 50,000/- Supplies & Material Rs. 20,000/- Communication (Telephone, postage etc) Rs. 10,000/-

    Equipment/Purchases Nil

    Analysis Cost (Profit) Rs. 150,000/-

    Total Cost Rs. 700,000/-

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    Sampling Grid

    Populationof Karachi13,1

    25,000

    Reference:

    http://www.census.gov.pkMale

    =51.7%Female=48.7%

    AgeBracket

    0-14

    1519

    20-24

    25-29

    30-34

    35-39

    40-44

    45-49

    50-54

    55+

    %age

    35.40%

    11.35%

    12.14%

    8.76%

    7.01%

    5.79%

    5%

    4%

    3%

    8%

    Male(millio

    n)

    2,402,11

    1

    770,1

    68

    823,7

    75

    594,4

    21

    475,6

    72

    392,8

    88

    339,2

    81

    271,4

    25

    203,5

    69

    542,8

    50

    3,056,

    924

    Female

    (million)

    2,26

    2,724

    72

    5,478

    77

    5,974

    55

    9,928

    44

    8,070

    37

    0,090

    31

    9,594

    25

    5,675

    19

    1,756

    51

    1,350

    2,8

    79,540No .formfilled

    39

    84

    72

    30

    12

    18sample

    size (n)

    1,050,000

    1,149,750

    759,938

    656,250

    525,000

    393,750

    920,063

    %age of Karachi to beused in our research

    35.40%

    Male &Female(million)

    4,646,250

    1,489,688

    45.05%1,59

    3,375

    255

    20.00% 5,9

    12,813

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    Questionnaire

    A review of our primary research method

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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 incomebracket:

    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 skincolor?

    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 considerbeautiful ?

    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 justfrom 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 claimsto whiten your skin color.

    Yes No

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

    Regularly occasionally Dont use at all

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

    They offer a solution to the inferiority complex faced by somany individuals in our society

    They enhance the social bias against the darker skinnedpeople

    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 oftheir skin color?(Being treated differently includesdiscrimination 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 anyonearound you to buy/use Fairness products or a particularfairness 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 usageof 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 youever use, recommended or would you consider recommendinga fairness product to someone?

    Yes No

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    Q19: If you replied No in the Q18, please tell us why you wouldnot recommend or consider recommending a fairness productto 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 inQ19, then please tell us the issues that you or anyone aroundyou 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 countrysliteracy rate and the popularity of fairness products?

    Yes, prevalent illiteracy has made these products morepopular than they should be.

    No, our literacy rate does not have any effect on thepopularity of fairness products

    Dont know

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    Analysis & Interpretation

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    Gender vs Skin color

    0 2 4 6 8 10 12

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    Gender vs Fairness consideration in beauty

    0 2 4 6 8 10 12

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    Gender vs Likeness

    0 2 4 6 8 10 12

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    Gender vs Fairness Marker

    0 2 4 6 8 10 12

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    Gender vs Importance of Fairness

    0 2 4 6 8 10 12

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    Gender vs usage frequency

    0 2 4 6 8 10 12

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    Skin color vs usage frequency

    0 2 4 6 8 10 12

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    Gender vs Advertisement perception

    0 2 4 6 8 10 12

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    Persons own skin color vs color based social discrimination

    0 2 4 6 8 10 12

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    Age maturity vs Fairness consideration in beauty

    0

    2

    4

    6

    8

    10

    12

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    Perception - advertisement campaigns of fairness products

    0

    2

    4

    6

    8

    10

    12

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    Complexion vs fairness products consumersatisfaction

    0 2 4 6 8 10 12

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    literacy rate vs popularity of fairness products

    0 2 4 6 8 10 12

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    Effect of advertisement vs advertisement campaignsperception

    0

    2

    4

    6

    8

    10

    12

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    Gender vs fairness products consumer satisfaction

    0

    2

    4

    6

    8

    10

    12

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    Fairness products usage frequency vsfactors

    0 2 4 6 8 10 12

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    Usage vs perceived benefits of fairness creams

    0

    2

    4

    6

    8

    10

    12

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    Gender vs color based social discrimination

    0 2 4 6 8 10 12

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    Complexion vs advertisement campaigns

    0 2 4 6 8 10 12

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    Fairness products vs consumer requirements

    0

    2

    4

    6

    8

    10

    12

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    Literacy rate vs popularity of fairness products

    0

    2

    4

    6

    8

    10

    12

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    Thank you