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Final Research Project: Submitted To: Submitted by
Final Research Project: Submitted To: Submitted by
On
Consumer perception towards bathing soaps (Lux, Dove, Pears)
Submitted to Punjab technical university In partial fulfillment of the requirement for degree of Master of business administration (MBA) 2010 Submitted to: Mrs. Neeru Lecturer MBA Dept. submitted by: Mandeep gill 80102317026
CERTIFICATE
I hereby certify that the work which is being presented in the project entitled consumer perception towards bathing soap by me in partial fulfillment of requirements for the award of degree of MBA submitted in the Department of Business Management at Ludhiana College of Engineering and Technology , Katani Kalan, Ludhiana is an authentic record of my own work carried out under the supervision of Mrs Neeru.The matter presented in this project report has not been submitted by me in any other University / Institute for the award of MBA Degree.
Signature of Candidate
This is to certify that the above statement made by the candidate is correct to the best of my knowledge
Internal Guide
The MBA Viva Voce Examination of _______________________has been held on __________ and accepted.
Internal Guide
Acknowledgement
There is always a sense of gratitude which one express to other for the help they render. I am grateful to acknowledge the inspiration, encouragement, guidance, help and valuable suggestions receipt from all the well wishers who were there with me during execution of my Project Report. Words lack penetration while expressing ones extreme thought full of sentiments but there is no second alternative to express ones sentiments on paper. This project report bears the imprint of many persons who in formal or informal way made a significant contribution in its successful completion. In sincere sense of gratitude, I would like to thank Mrs Neeru for the required assistance for accomplishment of my work. I can hardly ever be able to fully thank her for her valuable support. The research work would not have been possible without the support of all the faculty members and Mr. SS Grewal, HOD MBA department. I shall be failing in my duties if I do not express my gratitude to my parents and all my friends for their useful help at various stages. Last but not the least I would like to thank the Almighty God for the entire blessings during the project. (Mandeep Kour Gill)
Preface
MBA is stepping stone to a career in Management field. In order to achieve practical, positive and concrete results, the classroom learning needs to be effectively fed to the realities of situation existing outside classroom. This is practically true for management.
During my MBA study with the project entitled Consumer perception towards Bathing soaps (Lux, Dove, Pears) my endeavourer has been mainly to stress on the consumer choice of the Soap. During the initial stage of study, I have used the required research methodology. I have used appropriate research design. I have not spared any attempts in making data collection broad based & factual by doing experience survey. For this purpose I have had used the technique of personal interview & used questionnaire which are being filled by various consumers to collect the useful information. My findings may be at variance with what the consumers think about the fast food outlets and if these findings are given due consideration and implemented properly they may prove useful in getting the objective of study materialized.
TABLE OF CONTENTS
Chapters Industry profile Company profile Introduction to the topic Research methodology Analysis and Interpretation Findings Suggestions Conclusion Appendices Bibliography
Page no. 1-8 9-34 35-36 37-40 41-54 55-56 57-58 59-60 61-62
INDUSTRY PROFILE
FMCG is an acronym for FAST MOVING CONSUMER GOODS, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper.
Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars
1. Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps); 2. Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products; 3. Household care fabric wash including laundry soaps and synthetic detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish. 4. Food and health beverages, branded flour, branded sugarcane, bakery products such as bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled water etc, snack food, chocolates, etc. 5. Frequently replaced electronic products, such as audio equipments, digital cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines, etc.
SECTOR OUTLOOK
FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India
Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels 3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.
Opportunities:
1. Untapped rural market 2. Rising income levels i.e. increase in purchasing power of consumers 3. Large domestic market- a population of over one billion. 4. Export potential 5. High consumer goods spending
Threats:
1. Removal of import restrictions resulting in replacing of domestic brands 2. Slowdown in rural demand Tax and regulatory structure
Growth Prospects
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care,
and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas.
Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the United States, soap is a $1.390 million (US$)* industry with over 50 mass market brands. But in some markets the sales potential for soap is only beginning to be realized. At the end 2000, soap was a $1.032 million (US$)* business in India. IFF's marketing experts offer the following overview of this growing category.
History of Soap in India During the British rule in India, Lever Brothers England introduced modern soaps by importing and marketing them in India. However, North West Soap Company created the first soap manufacturing
plant in India, which was situated in the city of Meerut, in the state of Uttar Pradesh. In 1897, they started marketing cold process soaps. During World War I, the soap industry floundered, but after the war, the industry flourished all over the country.
Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased OK Coconut Oil Mills at Cochin Kerala around 1918. OK Mills crushed and marketed coconut oil for cooking and manufactured crude cold process laundry soaps that were sold locally. It was renamed The Tata Oil Mills Company and its first branded soaps appeared on the market in the early 1930s. Soap became a necessity for the moneyed class by around 1937.
Consumer Preferences
Consumer preferences are varied and are more regionally specific. India is divided into four regions: North, East, West, and South.
Consumers in the North prefer pink colored soaps, which have floral profiles. Here the fragrance preference is for more sophisticated profiles reflecting their lifestyles. Freshness soaps with lime and citrus notes are also popular preferences as the climate in the North is very hot and citrus/lime scented soaps are seen to be refreshing.
The East is not a big soap market; hence no particular preference skews. Consumers in the West exhibit preferences for strong, impactful fragrances and somewhat harsher profiles compared to the North. Preferences are more for the pink soaps with floral fragrances, primarily rose, which are positioned on the beauty platform.
In the South, the skew is towards specific soap segments like the Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers here do not exhibit high brand loyalty and are ready to experiment and try out new brands. Hence, most fast moving consumer goods companies tend to launch their new brands in these markets, which they call test launch markets.
Marketing
Soap is primarily targeted towards women, as they are the chief decision-makers in terms of soap purchase. Medicated positionings like germ killing and anti-bacterial are marketed to families.
About 75% of soap can be bought through these different types of outlets:
Kirana Store: This is the most common source for buying soap, which usually forms a part of the months grocery list (which is purchased from these Kirana Stores). Consumers exhibit loyalty to these stores, which is largely dependent on proximity to consumers homes. Here consumers buy across the counter and do not have an option of browsing through display shelves.
Pan-Beedi Shops: These are really small shops, almost like handcarts, and they are primarily set up to dispense cigarettes and chewing tobacco. However, one would find such a shop at every corner and they are the main sources of soap purchase for the lower socio-economic classes. These kinds of shops exist by the dozen in rural areas. Department Store: In India, there are very few department stores and the Indianised version of department stores are called Sahakari Bhandars. It is still a fairly new concept. However, department stores have good display counters and this is the only place where consumers get a first hand experience of shopping and choosing from available options. Here soap prices are also discounted below the retail prices.
COMPANY PROFILE
Products & Services of HUL: 1. Home & Personal Care Personal Wash Lux Lifebuoy Liril Hamam Breeze Dove Pears Rexona
Wheel
Vaseline Aviance
Hair Care Sunsilk Naturals Clinic Deodrants Axe Rexona Ayurvedic Personal and Health Care Ayush
LUX SOAP
The name Lux means light in Latin. In the country since 1929 and endorsed by popular film stars, Lux is the biggest brand in the soap category. First brand ambassador: Leela Chitnis (1929)
Everything about the brand from the look and feel of the products and packaging to the subtle fragrances is a delight to the senses. In fact, Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap at a fraction of the cost of some expensive brands.
Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price.
From the 1930s right through to the 1970s, Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours.
In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992.
In 2004, the entire Lux range was relaunched in the UK & Ireland to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as Wine & Roses bath cream, Glowing Touch and Sparkling Morning shower gels.
Advertising
In 2004, Sarah Jessica Parker featured in the Lux 'Brings Out the Star in You advertising campaign. Sarah Jessica Parker epitomizes the modern Lux woman: comfortable and confident in her femininity.
Prominent Variant:
Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.
DOVE SOAP
Hindustan unilever limited offers dove. Dove soap, which was launched by unilever, has been available in India since 1995. It provides a refreshingly real alternative for women who recognize that beauty is not simply about how you look, it is about how you feel. The skin`s natural ph is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with ph higher than 9. Dove is formulated to be ph neutral [ph between 6.5 and 7.5] and to be mild on skin. This makes it suitable for all skin types for all seasons. While dove soap bar is widely available across the country, dove body wash is available in select outlets. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Doves logo is a silhouette profile of a dove, the colour of which often varies. Doves products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.
PEARS SOAP
Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears at a factory just off Oxford Street in London, England. It was the world's first transparent soap. Under the stewardship of Thomas J. Barratt, A. & F. Pears Ltd. company initiated a number of innovations in sales and marketing. According to Unilever records, Pears Soap was the world's first registered brand and is therefore the world's oldest continuously existing brand.
Types Of Consumers:Karma Queen "A woman aged in her 40s or 50s who tends to buy organic food, wear Birkenstock footwear, practice yoga and buy high-end bath products.
Geek Gods "Men aged under 35 who can't live without the latest gadget and are eager to help others understand their electronics. They are considered the most benevolent of the consumer types.
Innerpreneurs "The rebels, people who ignore trends and focus on their own peace of mind. Such consumers may be in the market for a life coach or challenging vacation in the wilderness.
Denim Dads "Active in raising children and embrace a balance between life and work. They might buy expensive jeans and pick the same music player their kids use.
Parentocrats "Upper middle class parents consumed with their children's well-being who may invest heavily in music lessons or videos promising to make children smarter.
Perception
Perception is the process through which a person forms an opinion about the various stimuli he receives from his sensory organs. In marketing, perception is concerned with understanding how the consumer views a product or service. The five senses of a person help him in this process. The marketer uses various props to stimulate the consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe the product.
The marketer must distinguish his message from the competitor's message. This is when Just Noticeable difference (JND) comes to their aid. JND is the minimum difference that the consumer can detect between two stimuli he receives. It helps the consumer to distinguish changes in prices among purchase alternatives. Marketers thus use stimuli to grab customers' attention and most often these efforts are clearly visible and known to the customer. However, they sometimes use indiscernible stimuli that are just below a consumer's threshold so as to influence him. This is called subliminal message. Of all the stimuli a consumer comes into contact with, he pays attention to only a few and interprets the messages that he remembers. This is called the process of perception and has the three steps: 1) exposure, 2) attention, and 3) interpretation.
How well the consumer pays attention will depend on the stimulus, and also the consumer's interest and need for that product. The consumer interprets the information in two ways: 1) the literal meaning or the semantic meaning and 2) the psychological meaning. Hence we are guided by our learning as well as the semantic meaning of a word. A consumer also interprets the symbols and other physical features of the product on the basis of his experience and cultural beliefs. This is called semiotics.
Marketers make use of perception to formulate marketing strategies. The marketers use a perceptual map, wherein they find out the attributes or the characteristics that the consumer associates with the product and they create the product accordingly. Thus, development of a brand or the logo of the product, packaging of the product, etc., have to be made keeping the consumer's perception in mind.
BATH SOAP:
Soap is a cleansing agent made from the salts of vegetable or animal fats. Bath soap is used as a toiletry face soap, toilet soap. Bath soap is something that we all use when
taking a shower or a bath. Choosing the right soap can be important, especially for someone with sensitive skin or allergies. Selecting the characteristics of soap such as price, fragrance, ingredients, color and form such as bar, liquid or powder must also be considered when buying bath soap.
REVIEW OF LITERATURE
FRAYAN MAMA (2006-07), gives an overview in his study that the author discusses the
definition of market segmentation and elucidates which definition is most meaningful for the dissertation. The follow up discussion relates to key literature areas that are relevant to the study. The main aim of these discussions is to understand the segmentation process and to highlight the existing body of literature that informs this study. This study contributes to the literature available on market segmentation with a focus on the FMCG industry. As previously mentioned in the introduction of this dissertation, the current literature on segmentation tends to be based primarily on telecoms and banking. However, the earlier work on segmentation was written in reference to FMCGs, as they were the first to conduct segmentation. However, interestingly, there was no mention of FMCGs as an industry in the literature. The purpose of presenting three case studies (all FMCG based) was to determine how they clarify and extend our understanding of segmentation within the FMCG industry. This dissertation provides a current application of segmentation within this industry and explains it through the 5 Is segmentation process model. According to Tynan and Drayton (1987), segmentation is a crucial marketing strategy.
Dibb (1999) believes that segmentation is a means of imposing a structure on the market in
order to simplify the formulation and implementation of marketing strategies. To support this further, Wedel and Kamakura (2000) state that homogenous segments do not naturally exist within a market; but it is the marketers strategic view of the market that determines these segments. Hence, different segments in the same market may need to be identified for different strategic objectives (Wedel and Kamakura, 2000).
Urban (1978) assumes that there are existing differences among segments; therefore the
marketers job is not to actually segment the market but to learn how it is naturally segmented (Urban, 1978). Consequently, when the structure of the segmentation is understood, the marketer can either select the most favourable target segment for his brand and ignore others, or develop different marketing strategies designed to reach and influence different segments (Urban, 1978).
Twedt (1975) stated that market segmentation is about the development of two or more
different marketing programs for a product or service, with each marketing program aimed at a different grouping of individuals whose expected reaction to sellers marketing efforts will be similar during a specific time period. The author believes that this definition takes into account consumers needs and preferences which change over time, and therefore segments need to be reevaluated. In order to acknowledge a definition of segmentation, it is vital for the marketing mix to be considered in the definition as this dissertation is about actioning segmentation. Therefore, the definition by Twedt (1975) would be appropriate to use for this dissertation as it refers to dividing up the market according to the consumer needs which are then entertained through the marketing mix.
Doyle (1998) and Yankelovich (1964) provide practical reasons for segmenting markets
which are: Better matching of customer needs. Enhanced profits: Customers differ in their price sensitivity and by segmenting the market; the marketer can raise average prices which would result in enhanced profits (Doyle, 1998;
Yankelovich 1964).
Retain customers: By providing the right products at each family lifecycle stage, the marketer can retain customers. Targeted communications: Segmenting the market can aid in delivering a targeted USP (unique selling proposition) to a certain segment (Doyle 1998; Yankelovich 1964).
According to Wind (1978), design and evaluation of data collection procedures have
received little attention in academic market segmentation literature but commercial researchers have made significant contributions in this area. However, he stresses that few innovative data collection approaches have been used in segmentation studies (Wind 1978).
Haley (1995) argues that if marketers segment their markets based on benefits rather than
customer characteristics, they are more likely to uncover the customers reasoning regarding purchase and consumption. Most empirical benefit segmentation studies do not generally differentiate between product attributes and benefits sought. Haley (1995) also argues that both geographic and demographic segmentation are not efficient predictors of future buying behaviour as they rely on descriptive factors rather than causal factors. Therefore, benefit segmentation is the identification of market segments by causal factors rather than descriptive factors (Haley, 1995). The basis of benefit segmentation is that the benefits people are seeking in consuming a given product are the basic reasons for the existence of true market segments (Haley, 1995).
Myers (1976) sees benefit segmentation study as a method of finding new product
opportunities in very broad product/services categories, such as food, drinks, etc.
According to Beane and Ennis, (1987) a benefit segmentation study should accomplish three factors: 1) Find out the benefits individuals are looking for in a product 2) The different kinds of people looking for a benefit 3) The matching of existing brands to these benefit needs.
Young et al (1978) argue that on several occasions, a segmentation analysis based on benefits
is not relevant. These situations are: The benefit is based around the occasion for which the product is used e.g., clothes suitable for one occasion may not be suitable for another. The appearance or style of the product becomes the overriding criteria of success.
Dickson (1982) states that segmentation bases are generally divided into two types: general
customer characteristics such as demographics, socioeconomic, and lifestyle measures and so called situationspecific customer characteristics based on measures of customer brand attitudes, brand preferences, benefits sought, product usage and response sensitivity to various elements of the marketing mix. Occasionbased segmentation is based on purchase occasions and is normally used as a segmentation method for consumer goods (Dubow 1992). The occasion based approach to segmentation was first reported at the 1976 AMA Attitude Research Conference (Stout et al., 1977) and has since then been used into categories such as beer, gasoline, clothing, restaurants and automobile rentals (Dubow 1992). According to Dubow (1992) diffusion of the technique has been slow and reference to it in reference journals and the teaching literature has been virtually nonexistent. According to Dubow (1992) national analysts have only discussed the approach at proceedings (McDonald and Goldman 1979; Greenberg 1982) or as commentary (Greenberg and McDonald 1989), all without any hard data. Dickson (1982) has also discussed the technique on a theoretical basis but diverted it towards a situation based approach and thereby into a priori segmentation scheme and away from a cluster derived benefits approach (Dubow 1992).
RESEARCH METHODOLOGY
MEANING:
RESEARCH METHODOLOGY Is a way to systematically solve the research problem. It may be understood as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher un studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods but also the methodology.
4.
5.
Data collection: data has been collected both from primary and secondary
sources. Primary- Questionnaire Secondary- internet, magazines
6.
7.
8.
This study is done in Ludhiana city hence it is applicable only in this particular region and not elsewhere. . Time frame of this study was limited. The result could be different if the time frame would have been long. Sometimes some respondents were not in full mood to give the answers to the questions so some of the answers may not be exact.
PERSONAL INFORMATION: 1. Gender of respondents: Gender Male Female Total Respondents 48 52 100 Percentage 48 52 100
sex
48%
52%
Male Female
2. Income Group: Income group < 1 lakh 13 35 5 Total Respondents 8 52 24 16 100 Percentage 8 52 24 16 100
income group
16% 8% 24%
52%
Respondents 10 50 22 10 8 100
Percentage 10 50 22 10 8 100
age group
10% 22% 8% 10% 12--18 19--25 50% 26--35 36--45 > 45
4. Number of family members: Family members <5 57 710 >10 Total Respondents 58 34 6 2 100 Percentage 58 34 6 2 100
Family members
6% 34% 58% 2% <5 5--7 7--10 >10
Options
Lux Dove Pears Cinthol Liril lifebuoy Rexona Margo Santoor Fair glow Park avenue
100 96 94 92 84 92 92 78 82 84 58
100 96 94 92 84 92 92 78 82 84 58
aware 100 96 94 92 84 16 92
unaware 92 78 22 82 18 84 58 42 16
Interpretation:100% of the respondents are aware of lux soap.96% are aware of dove.94%
are aware of pears. The least awareness is regarding Park Avenue (58%).
2. Number of soaps purchased every month: Option 13 46 >6 Total Respondents 30 34 36 100 Percentage 30 34 36 100
36%
34%
3. Frequency of purchase: Options Weekly Bimonthly Quarterly Semi annually Total Respondents 12 80 8 0 100 Percentage 12 80 8 0 100
frequency
8% 12% weekly 80% bimonthly quarterly
4. liking towards the bath soap: Options Herbal soap Beauty soap Medicated soap Total 100 100 Respondents 23 38 39 Percentage 23 38 39
type
39% 23% 38% herbal beauty medicated
5. Bath soap currently in use: Options Lux Dove Pears Others Total Respondents 32 15 22 31 100 Percentage 32 15 22 31 100
31% 22%
32% 15%
lux
dove
pears others
6. Source of information about bath soap: Options Family Relatives TV Newspaper Shopkeeper reference Others Total 9 100 9 100 Respondents 29 3 55 4 0 Percentage 29 3 55 4 0
4% 0% 9%
family
29%
55%
7. Factors considered before buying a soap: Options Price Quality Hygiene Brand name Fragrance Special offer Availability Total Respondents 7 41 22 12 14 1 3 100 Percentage 7 41 22 12 14 1 3 100
1% 3% 7% 14% 12% 22% 41% price quality hygiene brand name fragrance special offer availability
8. Soap with best range of prices: Options Lux Dove Pears Others Total Respondents 60 11 16 13 100 Percentage 60 11 16 13 100
13%
16% 11% 60%
lux
dove pears others
9. Easy availability in stores: Options Lux Dove Pears Others Total Respondents 67 10 14 9 100 Percentage 67 10 14 9 100
14% 10%
10. Soap with zero side effects: Options Lux Dove Pears Others Total Respondents 12 36 39 13 100 Percentage 12 36 39 13 100
13%
39%
11. Soap with the most attractive packaging: Options Lux Dove Pears Others Total Respondents 21 35 41 3 100 Percentage 21 35 41 3 100
others
12. Advertisement which can be easily recalled: Options Lux Dove Pears Total Respondents 46 22 32 100 Percentage 46 22 32 100
32%
46%
22%
13. Satisfaction regarding the soap in current use: Options Yes No Total Respondents 96 4 100 Percentage 96 4 100
4%
yes 96% no
14. Planning to change your current soap: Options Yes No Total Respondents 22 78 100 Percentage 22 78 100
yes
no 22%
78%
15. Ranking of the various attributes LUX Factors Strongly agree Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs 0 15 60 0 0 60 25 85 40 10 25 5 10 85 35 15 25 0 60 0 40 25 50 50 15 25 0 Agree Neutral
DOVE Factors Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs Strongly agree 0 35 50 50 25 70 0 Agree 40 30 30 25 35 10 0 Neutral 25 25 10 25 25 15 0
60 30
15 30
20 40
PEARS Factors Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs Strongly agree 0 40 45 55 50 65 0 Agree 50 40 40 30 25 35 0 Neutral Disagree Strongly disagree 25 10 15 15 15 0 15 15 10 0 0 10 0 35 10 0 0 0 0 0 50 Mean score 3.2 4.1 4.3 4.4 4.1 4.7 1.7
30 45
40 30
30 25
0 0
0 0
4 4.2
RECOMMENDATIONS
Recommendations:
Dove should try to attract more customers by reducing its prices. Lux should improve its packaging. Pears and dove should make use of celebrity endorsement in order to increase their customers. Efforts should be made by lux to increase the moisturizing ingredients. Pears lux and dove should go for an medicinal variant.
CONCLUSION
Conclusion:
This project was a combination of both theoretical and practical knowledge. From this survey one can conclude that in the recent years the awareness regarding the varieties and effects of soaps have increased many folds. While buying soaps quality is preferred over the price. It was also found that packaging and celebrity endorsements influence the buying decisions of the consumers. At last It can be said that if the recommendations are followed the sales of the companies can be improved.
APPENDICES
QUESTIONNAIRE
Dear participants I will be very thankful to you for your cooperation. The topic of this questionnaire is consumer perception towards toilet/bath soaps (Lux, Dove, Pears). This questionnaire is for research purpose. Please provide information with confidence.
Personal Information:
Name: Gender: Age: Education qualification: Occupation: Annual income: <1 lakh ( ), 1-3 lakh ( ), 3-5 lakh ( ), >5 lakh ( ) Family members: <5 ( ), 5-7 ( ), 7-10 ( ), >10 ( )
QUESTIONS
1. What r the brands of soap you are aware of? Products Spontaneous Aided Lux Dove Pears Cinthol Liril Lifebuoy Rexona Margo Santoor Fair glow Park avenue 2. How many bath soap do you purchase for your household every month? 1-3 4-6 more than 6
quarterly
semi-annually
Beauty soap
Medicated soap
Pears
Other (specify)
6. How did you come to know about your favorite bath soap? Family relatives TV newspapers
Shopkeeper reference
others (specify)
7. What are the factors you take into consideration before buying soap? Price Quality Hygienic Brand name
Fragrance
Special offer
Availability
Others
8. Which brand does u think has the best range of prices? Lux Dove Pears
Others (specify)
Pears
Others (specify)
10. Which soap do u think has zero side effects? Lux Dove
Pears
Others (specify)
11. Which brand is having most attractive packaging? Lux Dove Pears
Others (specify)
14. If no what do you expect more from your soap? 15. Do you have any plan to switch over? Y / N
Attributes Lux Price hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing Effect Gsood effect on germs
Dove
Pears
BIBLIOGRAPHY
BOOKS:
WEBSITES:
www.hll.com
www.wikipedia.org
www.google.com
www.fmcg.com