Customer Pre Purchase Evaluation of Age Group (18–23) for Fairness Cream FAIR & Handsome Attitude formation towards men's fairness Creams: (A Case Study of Yamuna Nagar City)

The Indians have long been fixated with the fairness of skin. With an established women's fairness cream market, the time was ripe for the development of a market for fairness creams for men. The researchers have attempted to study the attitude formation towards men's fairness cream with the help of Fishbein model. The paper reveals the important factors that determine the formation of attitude towards the fairness creams along with the role of important factors, such as perceived value, pricing, advertisement, role of celebrity endorser on the formation of the attitude.