Knowledge and Attitude Towards Fairness Cream Advertisement, Purchase Behavior and Belief System of Youth in Khammam - A Cross Sectional Study

Abstract

Background: The purpose of this study is to explore the potential product performance and social issues caused by fairness cream advertisements. This paper aims to access the knowledge, attitude and practices of youth about fairness cream advertisements. This paper also examines the factors influencing consumers in perceiving various brands of fairness creams. The situation is that we have fairness creams for every age, every skin type, every weather and it goes for both the sexes. All have their own ways by which they maintain the fair complexion of their skin. So no doubt that fairness cream sells like hot cakes even today. Thus, the strong persuasive nature of advertisements plays pivotal role in shaping the opinion of people. Method: A Questionnaire based study was conducted among the dental students in Telangana; it is designed to access the knowledge attitude and practices of youth about fairness cream advertisements. The student doctors in Mamata dental college were included. Results: The study was conducted on 200 BDS students. Students included are Interns, Final Year students, 2nd and 3rd year students. Conclusion: The kind of beliefs on fairness cream advertisements emphasizing has created discrimination based on skin tone. Influenced on 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 creams products to somehow achieve the desired color complexion.