EXECUTIVE SUMMARY

Aftershave lotions have huge market all over the world because it is the basic and primary need of men. Many brands are grooming in India and across the globe. With wide range of products aftershave lotions caters to premium segment of mens grooming market. Aftershave lotions have intense competition among different brands in the shaving preparations market (shaving gel/foam/cream) where as the competition in razor market is not that intense. With this intense competition, aftershave lotions has to cater to the various needs of consumers. The Project aims to test the buying behavior for aftershave lotions and shaving lotions between young and old market. There is significant difference with respect to some attributes of young and old with respect to aftershave lotions and lotions. The research we conducted also supports this fact. We observed many behavioral differences in buying patters with respect to aftershave lotions and lotions between young and old and presented a few in our paper

INTRODUCTION

The objective of the study is to understand the consumer attitude and buying behavior for Aftershave lotions and lotions. To understand this effectively, we created a focused group questionnaire and conducted a focused Group Discussion (FGD) on Aftershave lotion and lotions. We analyzed the questionnaire and the FGD, to create an extensive questionnaire understanding the buying behavior of consumers for aftershave lotions and lotions. We have done a two sample Z test and our analysis revealed that there is significant difference with respect to some attributes of young and old with respect to aftershave lotions and lotions .The details of the same are presented in further part of our paper. Research objective To understand the buying behavior of aftershave lotion/ foam users and analyzing the effect of non-attribute factors. To understand the brand loyalty of customers towards aftershave lotion/foam/gel. Identify the parameters that play the most important role in a consumers choice of buying aftershave lotion/gel/foam using Factor and Cluster analysis. Research question

 What is the inter-brand recall of aftershave lotion/gel/foam brands and their existing image in the consumers mind? What is the effect of non-attribute factors on the purchasing decision of shaving gel/foam? How strong is the brand loyalty of customers towards aftershave lotion/gel/foam? What are the factors that play the most important role in a consumers choice of buying aftershave lotion/gel/foam?

Research boundaries

The research was conducted in Hyderabad and the respondents were chosen on the basis of their usage of aftershave lotion/gel/foam. Hypothesis There is no significant difference in the selecting pattern of aftershave lotions and lotion between young and old aged group. RESEARCH DESIGN

A) Sampling technique

we have done cluster sampling by collecting samples between two age groups young(<30) and old (>45), simple random sampling by selecting people randomly in the selected groups. To perform the same we collected samples from male students of different colleges to cater to young age group and residential area such as apartments for old and super markets and men hair saloons for both. Sampling Frame: Residential areas, Super markets and Educational institutions Sampling unit: Households, corporate and students Sample Size: 143 (75-old and 68 young)

We collected 384 samples for both young and old but restricted our study to 143 because of inadequacies with respect to time, resource and money. We wanted to know the buying pattern of only one brand of aftershave lotion and lotion which tapped major market in India and add it as a supplement to our study and we are hoping to do the same in future.

B) Data collection method The process of data collection included face to face interviews and mail questionnaire. We chose this process, as this was apt for products like aftershave lotions and lotions, where the target market are only men and

we could interact with them in person and get the responses while buying a shaving product and lotion. C) Measurement To achieve the research objective of our study we conducted a focused group discussion and created an extensive questionnaire out of its results. D) Analysis procedure To analyze the data collected out of sampling, we used Microsoft excel and statistical software SYSTAT and depicted the data in form of graphs and pie charts

RESEARCH APPROACH

Phase 1 - Secondary Data The group in the initial phase of the project focused on secondary data collection. The data collection primarily focused on History of aftershave lotions/foams Different brands of aftershave lotions/foams The secondary data collected in the first phase of the project helped the group in getting better understanding of the aftershave lotion/gel/foam market.

Phase 2 Focus group discussion (FGD)

 After the secondary data collection was complete, two focused group discussions were done. A group of 3 people and a group of 6 people were used for the two FGDs. Through these FGDs, the various attributes that a person looks for in the aftershave lotion/gel/foam were listed down. FGDs also helped the group in understanding the buying behavior, the consumption pattern, the influencers etc which further helped in preparation of the questionnaire.

Phase 3 Questionnaire From the results of FGDs, a pilot questionnaire was formed. The pilot study was a descriptive research that identified all possible factors influencing buyer behavior. An analysis of the pilot questionnaire was done. A pretest of questionnaire was done among 8 people and from the analysis; few other options were added so that people could easily fill in the questionnaire. After the pilot test, the final questionnaire was formed. The questionnaire was designed to capture both quantitative and qualitative information. The overall design of questionnaire has tried to capture data in the following areas: To answer the question of what are the predominant constituents of aftershave lotion/gel/foam consumers in terms of: (1) Profile and age (2) (3) (4) Buying Behavior and Decision-making process Relative importance of different attributes Brand awareness and preference

(5)Brand switching behavior/ Brand Loyalty

ANNEXURE- 1

FOCUSED GROUP DISCUSSION QUESTIONNAIRE

We conducted two FGDs for our product- Aftershave lotion and lotion Focus Group 1: 10 students and employees (<30 age) Focus Group 2: 3 employees (>45 age) Following are the questions that helped us in moderating the entire discussion and the answers that majority in the group agreed to: 1) Type of shaving: cream/gel/foam FG 1: The college students now use gel and were using cream before FG 2: The office goers preferred foam for its ease of use and otherwise used cream/gel

2) What product first comes to your mind when I say Aftershave lotion? FG 1: The college goers were unanimous Gillette FG 2: The older persons went for Godrej/ Palmolive/old spice

3) Brands you are aware of? FG 1: came up with many brands, but not only the traditional ones. (Old Spice, Palmolive, Godrej, Axe, Denim, Gillette, Park Avenue, Dettol, V-John) FG 2: came up with many national brands ( Old Spice, Palmolive, Godrej, Gillette, Dettol) 4) How often do you shave? FG 1: Once or twice a week FG 2: Every day

5) Does the brand of the cream/gel really matter for shaving?

 FG 1: no. only gets the job done. (The group was loyal to the razorGillette) FG 2: not really. (This group too was loyal to the razor- Gillette)

6) Self shave or salon? Why? FG 1: Self. Other brands, hygiene, have lots of time for self shave FG 2: Self. Hygiene, time factor, it is a time for one self. 7) Have you switched brands? FG 1: yes, quite frequently. FG 2: no. not very recently. (Just one person was into experimenting with new products every time he goes to buy aftershave lotion/gel/foam) 8) If so, why? FG 1: just to try out new brands. Offers. (Inference: They havent settled to for a brand) FG 2: only sometimes. For a change or unsatisfied. More loyal to brands.

9) Where do you purchase? FG 1: the nearest place or super market FG 2: with regular shopping 10) Currently which brand do you use? Are you satisfied? FG 1: Gillette, Cinthol, one used electric shaver FG 2: Gillette, Denim, Palmolive 11) Information search? FG 1: ads dont influence. Decision is made at the point of purchase FG 2: ads dont influence. Many times decision is made before coming to store. 12) Do you buy the product yourself or your family members buy it for you? FG 1: brand influenced by brother or father FG 2: self purchase

13) What do you expect from a shave? (Soft skin/get the job done/fragrance etc.) FG 1: smoothness, get the job done FG 2: get the job done, not harsh on skin 14) The attributes you look for in your aftershave lotion/gel/foam? The two groups together came up with 12 attributes after a few minutes. They had 4 attributes that overlapped as shown. FG 1: Price Stylish package design Antiseptic attribute Color of the cream/foam/gel Lather formation Availability in stores Offers/Discounts Brand name FG 2: Ease of Use Keeps the skin soft Ingredients Fragrance Lather formation Availability in stores Offers/Discounts

Brand name

ANNEXURE 2

CUSTOMER SURVEY QUESTIONNAIRE Dear respondent, We are conducting a survey for aftershave lotions and shaving lotions. We would be grateful if you fill up this questionnaire and cooperate us for the success of our project. NAME (optional): DATE: NAME OF INTERVIEWER: 1. What is your age? A. Less than 18 B. 18-23 C. 23-30 D. 30-45 E. Greater than 45 2. What is your occupation? [ ] [ ]

A. Government service B. Private service C. Business D. Self employed E. Student F. Others (specify) .. 3. How often do you shave? A. Daily B. Alternate days C. Twice a week D. Once a week 4. What type of shaving product do you use? A. Aftershave lotion B. Shaving gel C. Shaving foam D. Soap E. Electronic trimmer [ ] [ ]

5. Where do you generally buy shaving product? ] A. Grocery shop B. Super market/departmental stores C. Chemist shop D. Any shop near buy

E. Specialty stores 6. Which of the aftershave lotion/foam/gel are you aware of? [ ] A. Fa B. Old spice C. Palmolive D. Godrej E. Axe F. Denim G. Gillette H. Park avenue I. Dettol J. 7 O clock K. Others (specify) 7. Which of the following brands do you personally use? ] L. Fa M. Old spice N. Palmolive O. Godrej P. Axe Q. Denim R. Gillette S. Park avenue T. Dettol [

U. 7 O clock V. Others (specify) 8. Which of the following brands you bought since the last six months? [ A. Fa B. Old spice C. Palmolive D. Godrej E. Axe F. Denim G. Gillette H. Park avenue I. Dettol J. 7 Oclock K. Others (specify) ]

9. If your first preferred brand is not available in the store then what do you do? [ ] A. Purchase some other brand from the same shop/ store B. Purchase the same brand from some other store. 10. If the price of most preferred brand increases what [ ]

would you do?

A. Shift to another brand B. Still buy the same brand 11. Please rate the factors given below on scale of 1-5 based

on the importance they hold for you in purchase decision of a aftershave lotion/foam/gel ( 1 least important to 5 most important) S.No A B C D E F G H I J K L Attributes Price Availability in stores fragrance Stylish packaging Brand name Color of aftershave lotion/foam/gel Foam formulation Antiseptic attribute Ease of use It keeps my skin soft ingredients Offers/discounts Rating ( 1-5)

12.

Please rate for the brand you mentioned in question 7

for the attributes mentioned below on 1-5 scale (1 if you are fully dissatisfied to 5 to fully satisfied) Attributes S.No A B C D E F G H I J K L Price Availability in stores fragrance Stylish packaging Brand name Color of aftershave lotion/foam/gel Foam formulation Antiseptic attribute Ease of use It keeps my skin soft ingredients Offers/discounts Rating ( 1-5) for the brand you chosen in question 7

13.

Are you aware of after shave lotions. If yes please A. .. B. .. C. .. D. ..

specify few

14.Do you use after shave lotions? A. Yes B. No

15. When do you use after shave lotion? A. Immediately after shave B. After a bath C. Anytime in a day D. Before going to the party 16.

Please rate the factors given below on scale of 1-5 based

on the importance they hold for you in purchase decision of a after shave lotion ( 1 least important to 5 most important) FACTORS S.NO A B Price Availability in stores Rating ( 1-5) for the brand you chosen in question 7

C D E F G H I J

fragrance Stylish packaging Brand name Antiseptic attribute Ease of use It keeps my skin soft ingredients Offers/discounts

ANALYSIS OF QUESTIONNAIRE Age of the sample From the study conducted, young are 68 and above 45yrs of age are 74

age

young( 16 to 45) old (above 45)

How often do you shave? Both the sample preferred shaving once a week to larger extent

YOUNG

OLD

daily alternate days twice a week once a week

daily alternate days twice a week once a week

Type of shaving product used Creams are most preferred

young
shaving cream shaving gel shaving foam soap electronic trimmer

old
shaving cream shaving gel shaving foam soap electronic trimmer

Place of buying aftershave lotion Both the samples preferred to buy products in super markets

young
grocery stores super market chemist shop any shop near by

old
grocery stores super market chemist shop any shop near by

 Awareness towards aftershave lotions

young

fa old spice palmolive godrej axe denim gillette park avenue

fa old spice palmolive godrej axe denim gillette park avenue

Brands personally used by sample

young
fa old spice palmolive godrej axe denim gillette park avenue dettol 7'0 clock others

old
fa old spice palmolive godrej axe denim gillette park avenue dettol 7'0 clock others

 Brands that sample personally used in 6 month time period Gillette banged hearts of both young and old

YOUNG
fa old spice palmolive godrej axe denim gillette park avenue dettol 7'0 clock others

OLD

fa old spice palmolive godrej axe denim gillette park avenue

Brand loyalty Both samples were found brand loyal

YOUNG
purchase some other brand purchase same brand from different store

OLD
purchase some other brand

 Does price effect brand loyalty? Even though the price of a brand increases,both the samples wished to buy the product of their choice.this again proves that they are brand loyal.

YOUNG

OLD

shift to another brand still buy same product

shift to another brand still buy same product

Usage of after shave lotions From the sample study, it was found that young did not prefer using after shave lotions to larger extent, though some were very particular about after shave lotions Old sample were very particular of after shave lotions and majority use after shave lotions

YOUNG

OLD

yes no

YES NO

Z -TEST

Aftershave lotions a) Attributes-Price and brand name: Hypothesis: There is no significant difference with respect to the attributes, price and brand between young and old age groups, while buying aftershave lotion. Two sample z -test Variable PRICE BRAND_NAME AGE 1 2 1 2 N 68.000 75.000 68.000 75.000 Mean 2.750 3.853 4.162 3.707 Standard Deviation 1.365 0.485 1.192 1.183

Variable

AG Mean E Difference

95.00% Confidence Interval Lower Limit Upper Limit -0.473

pValue

PRICE

1 2

-1.103

-1.734

3.43 0

0.001

BRAND_NA 1 ME 2

0.455

-0.175

1.085

1.415 0.157

From the above analysis, we can interpret that, P < 0.05 for price, hence hypothesis is rejected .Therefore, there is significant difference among young and old age groups with respect to price. P >0.05 for brand, hence hypothesis is accepted. Therefore, there is no significant difference among young and old age groups with respect to price. Brand name is preferred by both age groups.

b) Attributes-Brand and softness: Hypothesis: There is no significant difference with respect to the attributes, brand and softness between young and old age groups, while buying aftershave lotion. Two sample z-test: Variable BRAND_NAME SOFTNESS AGE 1 2 1 2 N 68.000 75.000 68.000 75.000 Mean 4.162 3.707 4.500 3.733 Standard Deviation 1.192 1.183 0.855 0.577

Variable

AG Mean E Difference

95.00% Confidence Interval Lower Limit Upper Limit 0.964 1.276

pValue

BRAND_NA 1 ME SOFTNESS 2 1 2

0.455 0.767

-0.054 0.257

1.75 0.080 1 2.95 0.003 0

From the above analysis, we can interpret that, P < 0.05 for softness, hence hypothesis is rejected .Therefore, there is significant difference among young and old age groups with respect to softness. P >0.05 for brand, hence hypothesis is accepted. Therefore, there is no significant difference among young and old age groups with respect to price. Brand name is preferred by both age groups.

Z TEST

After shave lotion Attributes-Price and brand name Hypotheses There is no significant difference with respect to the attributes, brand and softness between young and old age groups, while buying aftershave lotion.

Variable PRICE BRAND_NAME

AGE 1 2 1 2

N 46.000 75.000 46.000 75.000

Mean 2.565 3.093 4.217 3.973

Standard Deviation 1.573 0.640 1.052 0.328

Variable

AG Mean E Difference

95.00% Confidence Interval Lower Limit Upper Limit -0.080

pValue

PRICE

1 2

-0.528

-0.976

2.31 2

0.021

BRAND_NA 1 ME 2

0.244

-0.204

0.692

1.06 0.285 9

From the above analysis, we can interpret that, P < 0.05 for price, hence hypothesis is rejected .Therefore, there is significant difference among young and old age groups with respect to price. P >0.05 for brand, hence hypothesis is accepted. Therefore, there is no significant difference among young and old age groups with respect to price. Brand name is preferred by both age groups.

ANNEXURE-3

BUYING PATTERNS OF CONSUMER

Personality is defined as an individuals characteristic response tendencies across similar situations or those inner psychological characteristics that both determine and reflect how a person responds to his or her environment. There are various kind of personality found as: Innovativeness: How receptive a person is to new experiences

Need for uniqueness: High need for uniqueness individuals do (and do not) make unconventional (i.e., unique) choices. Social character: Social character is a personality trait that ranges on a continuum from inner-directedness to other-directedness. Need for cognition: Individual with high need for cognition more likely to respond to ads rich in product information Consumer materialism: The degree of the consumers attachment to worldly possessions Fixated Consumption Behavior: it is in the realm of normal and socially acceptable behavior. Fixated consumers do not keep their objects or purchases of interest a secret; rather, they frequently display them, and their involvement is openly shared with others who have similar interest. Consumption Ethnocentrism: the consumers likelihood to accept or reject foreign-made products.

ANNEXURE-4 OUR ANALYSIS OF MOTIVES ON CONSUMER BEHAVIOR FOR AFTERSHAVE LOTION

Mr. Ashwin Pershad: A Youngster: Age: 24 years When he came to purchase Aftershave lotion in More Supermarket, he wanted to have an altogether new experience. While having an interaction with him we came to know that he was already using Denim, which he had used earlier but as there, are some influencing advertisements he thought of changing his old cream for new one. When asked about why AXE Cream, he said that it was a personal consensus to change. He thought that AXE cream will provide him with a new experience as he is having oily skin texture. When we judge him on traits then I come to know that he has a trait of Consumer Innovativeness as he was trying to have a new experience.

Mr. Naveen: A Middle Aged Personality: Age: 30-35 years When we met this person in More Supermarket, we came to know that He had visited the store several times before and each time he use to enquire about various brands of Aftershave lotions & various Personal Care products. As per his trait he collected enough information regarding all the brands available and he also did some secondary search for getting the solid information regarding it. The trait shown by him is Cognitive Behaviour as he was very particular about a brand and we can even tell that he is a Brand Loyal person.

Reason: He has returned from U.S.A and he still prefers the same brand i.e Gillette and even he carries with him Old Spice after shave to U.S.A from India whenever he has a trip. He seems to be very Cognitive & even Brand Loyal by his nature.

Mr. X: Again a middle aged personality: Age: 35 years He was a perfect case of Consumer Materialism. He wanted to keep all the material things at his possession. He was fond of cosmetics and had a good possession of it. When we interacted with him, we analyzed he was very open- minded for new cream and cosmetic products which shows that he was a low Dogmatic personality. He liked to try new things and he was very much fond of Skin related creams. He was very skinsensitive.

Mr. Nayak: Age: 40 Years

Very Experienced and Matured Personality:

A person who must be watching the advertisement of various Aftershave lotion brands very carefully. He followed the advertisements and even he tried various brands then he selected the best out of it and now he is Brand Loyal to that specific brand. He can come in the category of Visualizer as advertisements are appealing him more rather than print material as a source of information.

CONCLUSION-

Aftershave lotions which cater to the needs of all males above age 18 are also very choosy to consumers with many brands containing different attributes. There has been significant difference in the buying pattern.