1

INTRODUCTION TO

MISSION STATEMENT
WE WILL PROVIDE BRANDED PRODUCTS AND SERVICES OF
SUPERIOR QUALITY AND VALUE THAT IMPROVE THE LIVES
OF THE WORLD'S CONSUMERS, NOW AND FOR GENERATIONS
TO COME. AS A RESULT, CONSUMERS WILL REWARD US WITH
LEADERSHIP SALES, PROFIT AND VALUE CREATION, ALLOWING
OUR PEOPLE, OUR SHAREHOLDERS AND THE COMMUNITIES IN
WHICH WE LIVE AND WORK TO PROSPER.

In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker,
and brother-in-law Gamble, a soap maker.

Their joint venture started one of the most influential companies in all American industry.

The company's first product was Ivory soap, introduced in 1879.

2

Several products were developed during the time period when William Procter's son, William
Alexander Procter, took over the company (1890-1907).

Began working in the company in 1883 and served as president of the company from 19071930.

Purpose, Values & Principle

Purpose:

Provide branded products and services of superior quality

Value that improve the lives of the world's consumers, now and for generations to come.

Values:

Attract and recruit the finest people in the world

We build their organization from within, promoting and rewarding people without regard to
any difference

Principle:

Show respect for all individuals

Strategically focused on work

Value Personal Mastery

Seek to Be the Best

Innovation Is the Cornerstone of Our Success

Mutual Interdependency Is a Way of Life

Externally Focused

Global Operations
The P&G community consists of over 138,000 employees working in over 80 countries worldwide.
What began as a small, family-operated soap and candle company now provides products and services
of superior quality and value to consumers in over 180 countries.

INTRODUCTION TO
INTRODUCTION TO UNILEVER

MISSION STATEMENT

Their mission is to add Vitality to life.

WE MEET EVERYDAY NEEDS FOR NUTRITION,

HYGIENE AND PERSONAL CARE WITH BRANDS
THAT HELP PEOPLE FEEL GOOD, LOOK GOOD,
AND GET MORE OUT OF LIFE.

180 million times a day, someone somewhere chooses a Unilever product. From feeding your
family to keeping your home clean and fresh, our brands are part of everyday life.

With 400 brands spanning 14 categories of home, personal care and foods products, no other
company touches so many people's lives in so many different way

Although Unilever wasn't formed until 1930, the companies that joined forces to create the
business we know today were already well established before the start of the 20th century.

Unilever's founding companies produced products made of oils and fats, principally soap and
margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of
raw materials.

Unilevers Strategic Priorities

Personal Care

Developing & Emerging Markets

Vitality

LEVER BROTHERS PAKISTAN LIMITED

LBPL, the largest consumer goods producing company in Pakistan

Incorporated here in 1948

Started building their factory at Rahim Yar Khan

Inaugurated formally in 1951 by the Governor General of Pakistan.

RESEARCH PROBLEM
why people more preferred P&G towards UNILEVER shampoo
7

LITERATURE REVIEW
Literature review done to support the study

No#1
Title
To study the influence of packaging affecting brand selection in toothpaste industry.

Author
C. Anandan

Objective
To study the influence of packaging in brand of toothpaste.

Methodology
Source of data for arriving at a conclusion is primary data. Hence the survey regarding the influence
of packaging in selection of products for toothpaste was conducted at various retail outlets and some
residence. Data was basically collected from housewives, students, family and shopkeepers.

Data collation
Pilot test to ensure validity.

Sampling
Sample size of 125 out of which 70 were women and 55were men.

Conclusion Data collected fro users help to fin tune their marketing strategies for
profitability and customer loyally.

Reference
Brand management, vole- No 3 page 45-57.

No#2
Title
8

Unilever v/s Cadbury

Objective
To find out potential for new shampoo players to get familiar with their marketing strategies
separately. To view the segments being targeted by these brands in the market.
Up to what extent do the public respond to their products i.e. which Shampoo are preferred more?

AuthorRadha Krishna Iyear

Reference
http://www.scribd.com/document_downloads/14817717?
extension=doc&secret_password=&step_intrested=true

Methodology
Detailed information from both primary and secondary sources was collected and analyzed. This
included:

Conclusion
The growth and expansion of the Indian shampoo market in the past has been hampered, due to stiff
excise duties on Shampoo (at 18 percent while other agro based products are being charged as low as
8% and a few, even 0% excise) and non-availability of quality cocoa in the country. Also, import of
Shampoo has been put in the OGL category, with duties being reduced (in a phased manner). The
industry has made recommendations to the Indian government to go back to the Special item list
category, in order to safeguard the domestic industry.
However, continuous marketing focus by the players in the market has resulted in the industry looking
up like never before. These companies/brands have become much more market savvy. The Indian
shampoo market is transforming and new players (Sara Lee is planning to set up base in India) are
entering the market. Hence, considering the low per capita consumption of Shampoo, the future of the
industry seems to upbeat.

NO#3
9

Title
Significant consideration in the purchase of consumer durables

AuthorB.S Hundal

Objectives
To ascertain intensity of brand loyalty and offer useful implication for marketers.
To analyze the planning of brand choice, time of purchase and choice of point of purchase.

Conclusion
The study reveled that the consumers have a preference toward particular brand of consume durables
and are not ready to buy any other.

No#4
Title
Use of Coercive Strategies in Purchase decisions: Relationship between influence strategies and the
degree of Involvement.

Objectives
To find out weather coercive strategies are being used by couple (talking loudly, looking unhappy,
Anger, Authority) in making purchase decision.

Methodology
A questionnaire was served to 100 married couples, of which 83 completely filled the questionnaires,
of which 45 were usable. So the sample size was 90.

Conclusion spouse decision behavior is the key to understand how families arrive at purchase
decisions. It was found out that spouse do not use coercion consistently across purchase decisions.
Moreover an understanding of spousal behavioral interaction in a decisions may guide marketers in
designing particular communication massages.

No#5

10

Title
Research proposal on consumer decision analysis for Purchase of fruit Drinks.

Author
Protik Basu

Referencehttp://www.scribd.com/document_downloads/13103855? Extension=pdf&skic

Objectives
To determine the factors influencing the consumer decision while buying fruit drinks in the age group
of 17-30 in the city of Pune.

Methodology
Data collection methods are secondary and survey research by questionnaire.

Sample size
100 samples were used for analysis.

Analysis techniques
Factor analysis is conducted to dicerm out of the various reasons for purchasing any particular brand
of fruit drink.
The measurement instrument in the questionnaire was a five point linker scale.

Conclusion
With correlation test the attributes that were associated with consumer buying various fruit rinks and
which in turn drive their purchase decision for the same were identified.
In factor analysis the researcher found out 5 factors which mainly have an impact on the purchase of a
fruit drink. There were 2factors which did not have any significant impact.
Also, it was found out that the most preferred channel for purchase in retail stores.
The most preferred SKU(quantity) is 200ml packs which could be due to convenience.
The most preferred drink is Frooti followed by Tropicana and Real

11

Data collection methods

Primary Sources
To analyse buying behavior and in order to gain an insight into the buyer need satisfaction level, a
12

questionnaire was formulated and administered among 55 people. A distributor was also interviewed
so as to get pertinent information regarding the most important P of FMCG marketing Place.
Extensive interviews were conducted with retailers in the LAYYAH area. They provided information
on various facts of shampoo distribution such as Point-of purchase material (dispensers etc.),
infrastructure problems, critical informational regarding the policies of the present players in the
market, etc.

Secondary Sources
A number of secondary sources of information were used. These were:
Information: Industry statistics, problems facing the industry, future outlook, etc.
Also measures being adopted for cocoa production development.
Internet websites Of P&G , Unilever and indiainfoline.com, askjeeves.com
Extensive use of secondary information in the form of magazines/journals/newspapers clippings.

Sampling
Random sampling was used wherein people were interviewed and questionnaire were filed around 55.

INTRODUCTION
In this research I have survey the product performance and buying behavior of two famous brands of
shampoo P&G and UNILEVER, which are consumed by people of all ages.
13

During this research I would be interacting with people of layyah. After this research I would come
to know how people perceives these products on the variables like price, quality, advertisement,
satisfaction, smell, packaging, brand loyalty etc. I also would come to know which particular brand of
shampoo is most preferred by people of different age groups.
In this research I would have to survey and find out how frequently and how much shampoo people
consume, whether they buy small, big or family pack. Trend of ongoing changes in their likings would
be shown in the report. In this report I would explain the entire research and facts product wise with
the help of graphs and would compare both companies.

SCOPE OF THE STUD Y

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all
pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn
is a matter of interest to marketers.
They want to teach consumers in their roles as consumers. They want consumers to learn about their
products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the
product and new ways of behaving that will satisfy not only the consumers needs, but the marketers
objectives.
The scope of my study restricts itself to the analysis of consumer preferences and consumption of
P&G and UNILEVER shampoo. There are many other brands of shampoo available but my study is
limited to two major players of shampoo leaving behind the others. The scope of my study is also
restricts itself to layyah region only.

OBJECTIVES OF THE STUD Y

This project is based on the comparative study consumer Preference towards
P&G and Unilever shampoo.
Objectives of the study are:
With respect to the shampoo selected and rated as no 1
1. To study shining affecting the purchasing decision of customers.
2. To study the packaging of shampoo affecting the purchasing decision of shampoo buyers.
3. Brand of shampoo affecting the purchase decision of shampoo buyer.

LIMITATIONS OF THE STUDY

14

In attempt to make this project authentic and reliable, every possible aspect of the topic is kept in
mind. Nevertheless, despite of fact constraints were at play during the Formulation of this project. The
main limitations are as follows:
1. Due to limitation of time only few people would be selected for the study.
So the sample of consumers would not enough to generalize the findings of
the study.

RESEARCH METHODOLOG Y
This chapter describes the methodology of the study. This project is based on information collected
from primary sources as well as secondary sources. After the detailed study, an attempt would be made
to present comprehensive analysis of consumption of P&G Shampoo and Unilever shampoo
consumed by the people. The data would be used to cover various aspects like consumption,
consumers preference and customers satisfaction regarding P&G Shampoo and Unilever Shampoo.
In collecting requisite data and information regarding the topic selected, I would go to the residents of
layyah city and also some retailers to collect the data.

Survey design:
A related sample of population was selected on the basis of the overall population of Layyah and
questionnaires were made.

Sample Size and Design:

A sample of 55 people was taken on the basis of the formula calculation. The actual consumers would
be contacted on the basis of random sampling. The target people will be anyone who eats P&G
Shampoo or Unilever shampoo only.

Sampling Frame:
All the customers who buy P&G Shampoo and Unilever Shampoo.

Research Instrument:
This work is carried out through questionnaires. The questions included are multiple choice questions.

Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
15

 Primary Source:
The primary data comprises information survey of Comparative study of consumer behavior towards
Unilever and P&G Shampoo. The data would be collected directly from respondent with the help of
questionnaires.

Secondary Source:
The secondary data would be collected from internet, References from Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques.
The technique that I will use is bar technique for comparing the different Shampoo under each brand
i.e. P&G and Unilever.
And secondly hypothesis testing would is also used together with Chi Square test.

HYPOTHESIS
1. For brand of Shampoo 16

Ho: p1 p2
H1: p1 = p2
Where p1 = proportion of people preferring P&G Shampoo due to brand.
P2 = proportion of people preferring Unilever shampoo due to brand.

preference
Frequency

Percent

Valid Percent

Cumulati
ve
Percent

Valid

unilever

19

54.3

54.3

54.3

P&G

16

45.7

45.7

100.0

Total

35

100.0

100.0

2. for package preference

Ho: p3 p4
17

H1: p3 = p4
Where

p3 = proportion of people preferring P&G Shampoo due to packaging.

P4 = proportion of people preferring Unilever Shampoo due to
packaging.

The next is to find whether Packaging of Unilever shampoo has any association while Shampoo
purchase. We test the association with chi-square method.
package attraction
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

strongly agree

8.6

8.6

8.6

23

65.7

65.7

74.3

cant say

11.4

11.4

85.7

disagree

14.3

14.3

100.0

35

100.0

100.0

agree

Total

Chi-Square Tests

Value

df

Asymp. Sig.
(2-sided)

Pearson Chi-Square

7.391a

12

.831

Likelihood Ratio

8.338

12

.778

Linear-by-Linear Association

.484

.498

N of Valid Cases

29

18

Results
From the above tables we see that the calculated chi-square value is 7.390972 and the table value is
found to be 21.028 for 0.07 level of significant. We can conclude that the null hypothesis is accepted
and alternate is rejected. Hence there is packaging and Unilever shampoo purchase.

3. For brand preference

Ho : p5 p6
H1 : p5 = p6
Wherep 5 = proportion of people preferring P&G Shampoo due to the
Brand.
P6= proportion of people preferring Unilever Shampoo due to
the Brand.
19

purchase depend on brand

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

yes

30

85.7

85.7

85.7

no

14.3

14.3

100.0

35

100.0

100.0

Total

Chi-Square Tests
Value
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

17.437a
7.892
.427
30

df
8
8
1

Asymp. Sig. (2sided)

.282
.248
.714

Results
From the above tables we see that the calculated chi-square value is 17.437and the table value is
found to be 12.792 for 0.07 level of significant. we can observe that the calculated and the table value
falls in the accepted region that is the un-shaded region, we can conclude that the null hypothesis is
rejected and alternate is accepted.

20

4. value for money

Ho : p7 p8
H1 : p7 = p8
Where p7 = people preferring for pricing done for shampoo is value for money
P8= proportion of people preferring not pricing for shampoo

value for money

Frequenc

Percent

Valid Percent

y
Valid

Cumulative
Percent

yes

25.7

25.7

25.7

no

21

60.0

60.0

85.7

14.3

14.3

100.0

35

100.0

100.0

cant saly
Total

21

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

12.978a

12

.371

Likelihood Ratio

17.141

12

.144

Linear-by-Linear Association

.739

.483

N of Valid Cases

30

Results
From the above tables we see that the calculated chi-square value is 12.978 and the table value is
found to be 21.028 for 0.07 level of significant. we can observe that the calculated and the table value
falls in the accepted region that is the un-shaded region, we can conclude that the null hypothesis is
accepted and alternate is rejected. Hence there is association between packaging and Unilever
shampoo purchase. That is respondents purchase Unilever shampoo due to its good packaging.

22

ANALYSIS FOR Unilever ONLY

In the next finding the 3 attribute in the study that is shining, brand and packaging are analyzed to find
out which is the most dominant attribute with respect to P&G shampoo.
The first is to find whether Brand of Unilever shampoo has any association while shampoo purchase.

We test the association with chi-square method.

23

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

10.734a

.017

Likelihood Ratio

11.422

.010

Linear-by-Linear Association

7.014

.008

N of Valid Cases

29

Accepted Area

Rejected Area

figure1

X2=10.734

24
7.815 {Tabulated Value}

From the above tables we see that the calculated chi-square value is10.7338and the table value is
found to be 7.817 for 0.07 level of significant. we can observe that the calculated and the table value
falls in the rejected area that is the un shaded region, we can conclude that the null hypothesis is
rejected and alternate is accepted. Hence there is no association between brand and P&G shampoo
purchases.

Analysis of P&G
Find whether brand of P&G shampoo has any association while Shampoo purchase. We test the
association with chi-square method.
preference
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

19

54.3

54.3

54.3

pantene

22.9

22.9

77.1

rejoice

8.6

8.6

85.7

HEAD & SHOULDER hair

11.4

11.4

97.1

2.9

2.9

100.0

35

100.0

100.0

fall defense
HEAD & SHOULDER
black
Total

25

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association

12.978a

12

.371

17.141

12

.144

.739

.483

N of Valid Cases

30

Results
From the above tables we see that the calculated chi-square value is12.978 and the table value is
found to be 21.028 for 0.07 level of significant. we can observe that the calculated and the table value
falls in the accepted area that is the un shaded region, we can conclude that the null hypothesis is
accepted and alternate is rejected. Hence there is no association between brand and P&G shampoo
purchases.

26

FOR PRICING
The next is to find whether Pricing of P&G shampoo has any association while Shampoo purchase.
We test the association with chi-square method.

Crosstab
rank the following shampoo according to your preference.
PANTENE

REJOICE

Total

HEAD&SHOUL

HEAD&SHOUL

DERS Hair fall

DERS Black|

Defense
. Do you think the pricing

yes

14

done for the shampoo you

no

buy is value for money?

can't say

27

Total

27

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

4.444a

.817

7.071

.737

.777

.448

27

results
From the above tables we see that the calculated chi-square value is 4.443738 and the table value is
found to be 12.792 for 0.07 level of significant. If we compare it with figure 7 we can observe that the
calculated and the table value falls in the accepted region that is the un-shaded region, we can
conclude that the null hypothesis is accepted and alternate is rejected. Hence there is association
between price and P&G shampoo purchase. That is respondents purchase less P&G shampoo if its
price.

FOR PACKAGING
The next is to find whether Packaging of P&G shampoo has any association while Shampoo purchase.
We test the association with chi-square method.

Crosstab
rank the following shampoo according to your preference.

28

Total

PANTENE

REJOICE

HEAD&SHO

HEAD&SHO

ULDERS

ULDERS

Chi-Square Tests
Value
Does packaging attracts agree
Pearson Chi-Square
you to buy shampoo?
strongly agree
Likelihood Ratio
disagree
Linear-by-Linear Association
strongly
N of Valid
Cases
disagree
Cant say
Total

Hair
fall Sig. (2-Black|
Asymp.
Defense
sided)

df

2
8.193a
2
7.381
0
.128
0
27

2
1
0

12
12
1

12

27

1
1
0

.908
.833
.720

Results
From the above tables we see that the calculated chi-square value is 8.193 and the table value is found
to be 21.028 for 0.07 level of significant. we can observe that the calculated and the table value falls
in the accepted region that is the un-shaded region, we can conclude that the null hypothesis is
accepted and alternate is rejected. Hence there is association between packaging and P&G shampoo
purchase.

FOR SMELL
The next is to find whether Packaging of P&G shampoo has any association while Shampoo purchase.
We test the association with chi-square method.
Crosstab
rank the following shampoo according to your
preference.

29

Total

PANTENE

REJOICE

HEAD&SHO

HEAD&SHO

ULDERS

ULDERS

Hair fall

Black|

Defense
Does smell attract you
to purchase the
selected shampoo?

Cant say

Strongly Agree

Strongly

agree

disagree

27

Disagree

Total

Chi-Square Tests
Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

22.028a

12

.087

20.748

12

.077

4.788

.033

27

30

results
From the above tables we see that the calculated chi-square value is 22.028 and the table value is
found to be 22.028 for 0.07 level of significant. we can observe that the calculated and the table value
falls in the rejected region that is the un-shaded region, we can conclude that the null hypothesis is
rejecred and alternate is accepted. Hence there is no association between brand and P&G shampoo
purchase.

Frequencies

Age

31

how old u are

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

16-25

17

48.6

48.6

48.6

26-35

11

31.4

31.4

80.0

20.0

20.0

100.0

35

100.0

100.0

above 35
Total

32

Income
monthly income
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

5000 and below

10

28.6

28.6

28.6

6000-15000

13

37.1

37.1

65.7

16000-30000

10

28.6

28.6

94.3

31000-onward

5.7

5.7

100.0

35

100.0

100.0

Total

33

Gender
gender
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

male

16

45.7

45.7

45.7

female

19

54.3

54.3

100.0

Total

35

100.0

100.0

34

CONCLUSION
The study proposes that the attributes smell, Brand and packaging had influence in the purchase of
shampoos. The study showed that with regard to smell and packaging respondents preferred to
Unilever shampoo Whereas with respect to Brand and pricing respondent prefer P&G shampoo over
Unilever shampoo. From the survey it was also found out that in P&G brand more respondents
preferred rejoice and in Unilever brand more respondent preferred the clear
that people more preferred P&G shampoo as compare to Unilever shampoo .

35

antidandruff. Our study show

SUGGESTION FOR BOTH COMPANIES

Maintain its quality with constant improvements.

To come up with new varieties according to market needs.

To maintain a competitive pricing.

Promotion in rural and semi-urban areas.

Special offers , discounts to consumers as well as distributors.

Innovative means of promotions like forming a special association or some distinct group
which will help maintain its brand equity and loyalty.

According to the research done on consumer behaviour by us consumer are happy with the
brand but the company need to increase more community based awareness and also by using
blogs.

Innovation, implementation, cost reduction to offer best competitive price and execution
should be the strategy for continuation to be the market leader.

But price of head & shoulder is little bit high, so they should try to reduce cost.

36

QUESTIONNAIRE
PERSONEL DETAILS
Name - __________________________________
City - _____________
Income:
Age Group
0-15

26-35

16-25

above 35

Gender
Male

Female

PROJECT REPORT ON CONSUMER PREFERENCE TOWARDS P&G

AND UNILEVER SHAMPOO
Q1. Do you consume shampoo?
Yes

No

Q2. Which brand of shampoo do you prefer?

Unilever

P&G

Q3. If Unilever rank the following shampoo according to your preference. (1 for
Best and 4 for Last)
SUNSILK
LIFEBUOY
CLEAR antidandruff
CLEAR hair for
decrease
If P&G rank the following shampoo according to your preference. (1 for Best and
4 for Last)

37

PANTENE
REJOICE
HEAD&SHOULDERS
Hairfall Defense
HEAD&SHOULDERS
Black|

WITH RESPECT TO THE SHAMPOO RANKED 1 ANS THE FOLLOWING

Q4. What pack do you purchase?
Small

Medium

Big/ Large

Q5. How frequently do you purchase shampoo?

Daily

Monthly

Weekly

Hardly

Q6. Does shining attract you to purchase the selected shampoo?

Strongly Agree
Disagree

Agree

Cant say

Strongly Disagree

Q7.Does packaging attracts you to buy shampoo?

Strongly Agree
Agree
Cant say
Disagree
Strongly Disagree
Q8. Does you purchase of shampoo depend on brand?
Yes
38

No

Q9. Do you think the pricing done for the shampoo you buy is value for money?
Yes

No

Cant say

39