A STUDY ON THE INFLUENCE OF FAIRNESS CREAM ADVERTISEMENTS ON THE PURCHASE BEHAVIOR AND BELIEF SYSTEM OF YOUTH IN MYSORE
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International Journal of Mechanical Engineering and Technology (IJMET)
Volume 9, Issue 7, July 2018, pp. 496–504, Article ID: IJMET_09_07_053
Available online at http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=9&IType=7
ISSN Print: 0976-6340 and ISSN Online: 0976-6359
© IAEME Publication Scopus Indexed
A STUDY ON THE INFLUENCE OF FAIRNESS
CREAM ADVERTISEMENTS ON THE
PURCHASE BEHAVIOR AND BELIEF SYSTEM
OF YOUTH IN MYSORE
Sindhushree M T
Assistant Professor, Department of Visual Communication,
Amrita School of Arts & Sciences,
Mysuru, Amrita Vishwa Vidyapeetham, India
ABSTRACT
Racial stereotype is one of the traditional myths which have affected the society
since decades all over the world. We cannot deny the fact all forms of media have
significantly contributed in reemphasizing such beliefs. Advertisements have no
exception. Indian media and commercials also give lot of prominence to fair skin
tones. Thus the strong persuasive nature of advertisements plays pivotal role in
shaping the opinion of people. This paper aims to study the influence of fairness
cream advertisements on the behavior and belief system of the youth in Mysore. The
motivation behind the study is to discover whether the fairness commercial persuades
society’s opinion about racism, obsession for fair skin, and fascination to fair skin, as
the stereotype ads portrays fair skinned people as a personality with confidence,
smartness, highly influential, magnificent and elegant outlook, etc. The researcher
proposes to use quantitative research approach. Structured questionnaire will be
distributed to collect primary data. Collected data will be an analyzed.
Key words: Stereotype, Fairness cream, Commercials, Advertisement, Purchase
behavior.
Cite this Article: Sindhushree M T, A Study on the Influence of Fairness Cream
Advertisements on the Purchase Behavior and Belief System of Youth in Mysore,
International Journal of Mechanical Engineering and Technology 9(7), 2018, pp.
496–504.
http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=9&IType=7
1. INTRODUCTION
“Advertising is any paid form of non personal presentation & promotion of ideas, goods, or
services by an identified sponsor.” by Philip Kotler. Newspapers, magazines, Television,
Radio programs, Billboards, hoardings, broachers, pamphlet and leaflet, all these are various
kinds of advertising tools influencing the consumer purchase behavior. The whole time,
customers are exposed to one or many of these forms of advertisements. Hence
advertisements have become part of life. Marketing experts believes in the strong persuasive
http://www.iaeme.com/IJMET/index.asp 496 editor@iaeme.comA Study on the Influence of Fairness Cream Advertisements on the Purchase Behavior and Belief
System of Youth in Mysore
power of advertisement hence employ it as a dominant marketing tool. To influence,
convenience, the target customers most of the advertisements exaggerate facts to easily
persuade the decisions. The magical beauty appeal strategies used in fairness cream ads craft
the product a boon to achieve daydream of fair complexion. Thus the motivation behind the
study is to discover whether the fairness commercial persuades society‟s opinion about
racism, and increases obsession and fantasy for fair skin, as the stereotype ads portrays fair
skinned people as powerful and highly influential personality.
2. OBJECTIVES OF THE STUDY:
To study the influence of fairness cream advertisements on the behavior and belief system of
the youth in Mysore
2.1. Sub Objectives
To study the levels of awareness about fairness cream through advertisements
To study the pattern of purchase behavior of fairness creams as portrayed through
commercials
To study the perceptions leading to belief system of the youth about fairness creams as
portrayed through commercials
To study and analyse the various factors of commercials influencing in shaping the opinion on
fair complexion among the youth of Mysore
To determine the factors affecting to purchase fairness creams
3. REVIEW OF LITERATURE
Das S (2013) stated that “Fairness creams have become a vital product for the Indian youths
which turns the FMCG companies in increasing their overall sales due to the importance
given by Indian consumers towards fairness.” Watson et al., (2010) stated that “A colour-
caste system that placed dark-skinned persons at the bottom, light skinned persons in the
middle and Caucasians at the top” (as cited in Eagle et al., 2014, p. 75). Burger et al., (2016)
stated in his research “The particular enthusiasm for skin whitening agents originated in the
1960s, driven by the incidental discovery of the whitening action of hydroquinone on the
black skins of U.S. workers daily exposed to this agent in the rubber industry. From the 1980s
onwards, a blooming interest in skin-whitening cosmetics was observed: lighter complexion
may be synonymous with health, youth, and/or beauty in different Cultures. This fondness,
motivated by complex social, cultural, and historical factors, has not slowed down since”.
Willimason (1978) stated that “It is not the ad that evokes feeling, it simply invokes the
idea of a feeling; it uses feeling as a sign which points to the product. But then emotion is also
promised when you buy the product. So the feeling and the product become interchangeable
as signifier/signified” (as citied in Sarkar & Gosh, 2017).
Jha (2016) stated in his research “The social pressure of feeling non-beautiful due to dark
skin is leveraged by whitening cream manufacturers in India. The emphasis on technology in
the skin whitening and lightening product plays an important role in creating a myth regarding
the transformative power of the advertised product which promises fair skin both for
desirability and empowerment.”
Sarkar & Gosh (2017) Stated that “When we buy a product we do not only procure the
product but we also buy the sentiment allied with. Since products have use value while
http://www.iaeme.com/IJMET/index.asp 497 editor@iaeme.comSindhushree M T
commodities have used and exchange value the purpose of market is to increase the exchange
value and entrap as many heads as possible. To inculcate the notion, “I consume hence I
exist” is the prime motto of a consumer economy; and for the purpose commodities are loaded
with symbolic value, which ads propagate. This being the general theory, contemporary ads
would emphasise on the symbolic value much more than they would during the pre-
globalisation period. Not only that, but also the market would be flooded with commodities
devoid of use value, on which ads would confer supposed use value and create apparent needs
to entrap consumers.”
Jha (2016) stated in his research “The relentless impact of advertising for skinlightening
cosmetics tends to capitalize on the Indian consumers‟ insecurities about their skin tone and
fascination with pale skin. Even though it is not possible for superficial application of fairness
creams to permanently alter the natural skin colour which is determined by melanin content of
the skin, advertisements continue to perpetuate this illusion by encouraging the obsession for
fairness.”
3.1. WOW (Women of Worth) Dark is Beautiful Campaign
Women of worth (WOW), a NGO founded by Kavitha Emmanuel based in Chennai is
fighting against the obsession for fair skin tone through awareness campaign “dark is
beautiful” since 2009. Wow creates awareness by conducting workshops on media literacy
and life skill trainings. The Wow campaign gained more prominence with celebrity Nanditha
Das (Indian film actress) endorsing the campaign with the slogan “Stay Unfair, Stay
Beautiful” to boost the confidence of dark skin toned people and to rejoice the beauty beyond
the color.
Jha (2016) stated in his research “Das has never made an effort to camouflage her skin
tone or to digitally alter her natural skin colour, either for her films or for red carpet
appearances at Cannes. Her stand on the matter challenges and counters the hegemonic
standards which equate beauty with fairness. Her stand proclaims her motto that true
empowerment for women lies in financial independence which, in India, is largely associated
with education for the girl child, and the need for social changes to eradicate prejudices that
insidiously pressurize women to buy skin whiteners. Her confidence and comfort with her
own skin colour has been inspirational for many women, encouraging them not to succumb to
the pressure of pursuing the dream of fair skin”.
4. METHODOLGY
Structured questionnaire is distributed to collect primary data. Convenient samples of 500
respondents, of age group 18 -30 from Mysore city of Karnataka, India, were asked to fill the
questionnaire. Secondary data for the study is taken by various journals and internet articles.
4.1. Limitations of the study
The survey has been conducted by taking 500 respondents of age group 18-28 as sample size.
The study area covers Mysore city alone.
The accuracy of the findings of the study depends on the correctness of the responses given by
the respondents. Respondents have rejected to answer few questions.
http://www.iaeme.com/IJMET/index.asp 498 editor@iaeme.comA Study on the Influence of Fairness Cream Advertisements on the Purchase Behavior and Belief
System of Youth in Mysore
4.2. Analysis and Interpretation of Data Collected
Data has been collected via Google forms. The analysis and interpretation of data is carried
out based on the results of the questionnaire. The quantitative survey method is used to
conduct a survey among 500 people between age group of 18-30, in Mysore. The responses to
the questions are quantified. The analysis is presented in tabular form.
Table 1 Age Wise Distribution of Respondents
Age of Respondents Count Percentage
18-20 165 38
21-23 115 23
24-26 70 14
27-30 150 31
Grand Total 500 100
Out of the total respondents Majority (36%) of the respondents are of age group 18-20.
Table 2 : Gender
Gender Count Percentage
Female 250 50%
Male 250 50%
Grand Total 500 100%
Responses were equal from both male and female i.e., 250 Men (50%) and 250 Women
(50%).
Table 3 Income wise distribution
Income Percentage
Less than 2 lakh / annum 280 56%
Above 5 Lakh / annum 75 15%
2 to 5 Lakh / annum 145 29%
Grand Total 500 100%
The participants were at the income range of 5 Lakh are15%, 29% in 2-5 Lakh range and
56% with less than 2 Lakh income range. As the target group was youngsters so the income
range is less for more than 50% of the participants. This gives the scope to understand the
spending capabilities on fairness cream by individuals. May be not to the complete extent
because for youngsters the spending habits will be not proportionate to the income level as
they are mostly utilizing their income for themselves.
Table 4 Are you satisfied with your skin completion? Percent
Yes 106 age
22.4%
No 397 77.6%
Grand Total 500 100%
77.6% of the total respondents are not happy with their skin completion
Table 5 .Do you use fairness cream? Percentage
No 115 23%
Yes 385 77%
Grand Total 500 100%
Requirement was usage and 77% of the population and their answers were evaluated
based on opinion, wherein 23% were not using however the question was specific that
whether they are using it now so the opinions of these participants for few questions also
http://www.iaeme.com/IJMET/index.asp 499 editor@iaeme.comSindhushree M T
considered because they may have used it before or few information that was useful based on
questions that do not majorly required participant to use.
Table 6 How often you use fairness cream? Count Percentage
More than 2 times a day 20 4
Once a day 310 62
Twice a day 90 18
Not Answered 80 16
Grand Total 500 100
Usage of fairness cream ration was at 62% using it once in a day, 18% twice in a day and
4% more than twice in a day. The common observation here is that most of the participants
were using fairness product once in a day
Table 7 What inspires you the most to use fairness cream? ( tick only one) Count Percentage
Anti - aging / scar removals etc. 70 14
To get fair complexion 115 23
To have healthy skin 155 31
To maintain beauty 80 16
Not answered 80 16
Grand Total 500 100
Predominantly accepted factor for usage of fairness cream is to have a healthy skin (31%)
and fair complexion (23%)
Percentage
Table 8 Do you change your fairness cream when you find more %
promising fairness Advertisement/s? Count
Never 110 22
Quite often 35 7
When dissatisfied with present product 145 29
Whenever finds more promising product 130 26
Not Answered 80 16
Grand Total 500 100
The participants change fairness cream based on promises by advertisement were: 29%
will change only if they are dissatisfied with present product, 26% will change is something
more promising offered by new product, 22% never want to change based on promises thru
advertisement and 7% will change quite often based on the promises by advertisement
Table 9 How many fairness products you have tried? Count Percentage
1-2 250 50
3-5 145 29
5-10 20 4
More than 10 35 7
Not Answered 50 10
Grand Total 500 100
The response shows that 50% of participants tried 1-2 fairness products, 29% have tried 3-
5 products, and 4% tried 5-10 and 1% more than 10 and 10% has not responded to this
question. This shows most of the participants have tried at least 1-2 fairness product.
http://www.iaeme.com/IJMET/index.asp 500 editor@iaeme.comA Study on the Influence of Fairness Cream Advertisements on the Purchase Behavior and Belief
System of Youth in Mysore
Table 10: What is the most important reason to change the Count Percentage %
fairness product?
Found better product 190 38
Others 60 12
Price factor 15 3
Result unsatisfactory 155 31
Not Answered 80 16
Grand Total 500 100
38% of the participants changed product when they found better product and 31%
changed because the current product was unsatisfactory, starting that most of the participants
were very keen on results and were ready to change if found better result or unsatisfied with
current product.
Count Percentage
Table 11: Does dark skin tone made you feel inferior / less
privileged / disgrace?
No 240 48
Yes 180 36
Not Answered 80 16
Grand Total 500 100
Dark skin tone made 36% of the participants to feel inferior / less privileged / disgraceful
however 48% felt they were not and 16% of them were not interested in answering this
question.
Table 12: Does Fairness ads Count Percentage
make you experience the fear
No 235 %
47
of rejection?
Some times 105 21
Yes 80 16
Not Answered 80 16
Grand Total 500 100
Rejection by fairness ads was not accepted by 47% and accepted by 16% however 21%
feel sometimes ads can be the reason.
Count Percentage
Table 13 Advertising of fairness cream is influencing the
definition of beauty.
Agree 145 29
Disagree 70 14
Neutral 115 23
Strongly agree 80 16
Strongly disagree 55 11
Not Answered 35 7
Grand Total 500 100
45% of the respondents feel that fairness cream ads are influencing definition of beauty
and 25% think ads do not have any influence in defining the beauty. 30% are skeptical in
identifying this. So most of them feel ads are significant to define beauty.
http://www.iaeme.com/IJMET/index.asp 501 editor@iaeme.comSindhushree M T
Table 14: Advertising is deliberately elevating the obsession for fair Count Percentage
skin. %
Agree 160 32
Disagree 25 5
Neutral 175 35
Strongly agree 80 16
Strongly disagree 30 6
Not Answered 30 6
Grand Total 500 100
Obsession of fair skin is been too much prompted because of ads is what agreed by 48%
of respondents and not agreed by 11% wherein 35% feel neutral in this context. The
advertising effects are creating obsession for fair skin.
Percentage
Table 15: People with fair complexion are more privileged in work %
environment. Count
Strongly agree 165 32
Disagree 95 5
Neutral 135 35
Strongly agree 30 16
Strongly disagree 45 6
Not Answered 30 6
Grand Total 500 100
39% agree that People with fair complexion are privileged at work environment and 28%
do not agree with it. 27% are not sure of this impact though and 6% do not want to answer
this question
Count Percentage %
Table 16: Indian fairness ads give lot of prominence to fair skin
tones.
Agree 210 42
Disagree 5 1
Neutral 80 16
Strongly agree 175 35
Not Answered 30 6
Grand Total 500 100
77% of respondents agree that fairness ads in India give lot of prominence to fair Skin
tones and only 1% disagree with this. This proves that most of the fairness ads in India give
lots of prominence to fair skin tones.
Percentage
%
Table 17: Strong persuasive fairness advertisements is playing pivotal role
in influencing the possession of product. Count
Agree 200 40
Disagree 10 2
Neutral 165 33
Strongly agree 55 11
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System of Youth in Mysore
Strongly disagree 25 5
Not Answered 45 9
Grand Total 500 100
51% agreed that possession of product is influential with strong persuasive fairness
advertisement, wherein only 7% disagree with this. Making this clear that the product
possession mostly is because of advertisements.
Table 18: Obsession for fair skin exists because of people‟s personal Count Percentage %
experience/s.
Agree 175 35
Disagree 45 9
Neutral 165 33
Strongly agree 55 11
Strongly disagree 15 3
Not Answered 45 9
Grand Total 500 100
Based on personal experience the obsession for Skin products is agreed by 46% and
disagreed by 12%. 33% have a neutral opinion on this. Mostly the personal experience creates
obsession for Skin products is understood based on responses.
5. CONCLUSIONS
Fairness cream ads emphasize on belief that a person‟s caliber is directly proportional to
his/her skin tone though various ads. A survey conducted by dove says around 70% of women
won‟t be able to match themselves with the way women is portrayed in Media. Fairness ads
subsiding all the facts about skin tone and the side effects of using fairness products is only
highlighting the fair skin tone as highly valued personality. The kind of beliefs fairness ads
emphasizing has created discrimination based on skin tone. Influenced by such thoughts,
significant number of people has expressed their insecure due to their dark skin tone. This
bias has created obsession and making people to try more and more fairness products to
somehow achieve the desired color complexion as they feel marginalized due to their color
complexion.
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