MARKETING RESEARCH REPORT

TO FIND THE MAIN FACTORS EFFECTING THE PURCHASE DECISION IN Anti aging products in reference of OLAY

March 5, 2008

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SUBMITTED TO: SUBMITTED BY:
PROF. Pankaj Priya

GROUP- 1
tion A, PGDM (FT) Sec

Table of contents
1. Background study 2. Secondary Data 3. Literature review 4. Research Methodology 5. Management Decision Problem 6. Management Research problem

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7.

Methodology or approach(research Questions and hypothesis)

8. Questionnaire design 9. Company profile 10. Analysis and findings 11.Conclusion 12.limitations 13.references

Background study
The anti-aging market is one of the largest in the world. The majority of these people want to find a way to fight aging, which is why there is such a high
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while preserving the integrity of the product. longer-lasting products. Regular injections risk skin and nerve damage and actually thin the skin exacerbating some skin problems. Despite a shorter shelf life. The report from Fredonia Group entitled Anti-Aging Products sets the 2004 market for health maintenance products at $18 billion in 2004. Same the case is with Botox but it was not complex and it is relatively economical. but plastic surgery could not get success because of its complexity and high cost and remained in the reach of film stars and high profile people. to heat activation. Organic personal care and cosmetics are expected to grow into a US$5. get a new set of injections and spend more money (about $700). After which we need to again and again set up appointments with a doctor. Anti-aging creams are now being used by people under 30 for wrinkle prevention because of growing consumer awareness of anti-aging solutions. Anti-aging skin care products are expected to grow 11% annually by 2008. With skin care accounting for 59% of the cosmeceuticals market. The slow release into the skin sustains the benefits of the active. Mainly due to new technologically advanced products.5 billion in the U. Consumers are returning to the notion that natural is healthier. reaching a total value of 4| Page . Botox addresses only one aspect of facial rejuvenation — motion wrinkles. The overall anti-aging market was set to grow by 8. at US$2. specialty actives and delivery systems are helping drive the fast-growing cosmeceutical market. holistic approach to personal care has regenerated itself in the form of organic preservatives. From time-release..S. Botox etc. in spite of the region's low disposable income. This is also due to the fact that people under 30. they provide aroma therapeutic and anti-oxidant wellness for the user.demand for products which hide or fight the signs of aging. Consumers have also become increasingly well informed about the advances in the skin care sector. compared with just $2 billion for appearance products. In Latin America. meaning better. in the hopes of preventing wrinkles and maintaining a youthful look. The effect of Botox injections almost completely disappear within 3 to 6 months. to nanosphere bursts. are buying more anti-aging products.every 3 to 6 months. The FDA has only approved Botox for use on an extremely limited area (less than 5% of our entire face). It is a great thing that there are so many anti-aging products available. alone. and the natural. But Botox has its own side effects.7 per cent a year over the next five years. the past two years have seen skin care march ahead of hair care as the fastest growing product sector. There have been many options for controlling on wrinkles like Plastic surgery. to film technology. anti-aging and anti-cellulite sales increased by 22% and 25%. new actives for skin care have plenty of room to grow.8 billion market by 2008..

Mary Kay is confident to bring a paradigm shift with its new selling strategy and approach. in the skin care subcategory.8 percent. The company plans to create a pull in the market rather than push. the global market was estimated at $6. the figures are even more dramatic. the company created a much focused product portfolio that answered beauty needs specific to Indian women. Products have been priced to attract both mass to mid-range consumers. where anti-wrinkle cosmetics are now taking the market by storm. and its consultants are being trained to act as beauty advisors rather than just salespersons.6 percent. So huge potential is lying in. launching its Botanical Customized Skin Care Collection in India. 5| Page . "We want to make this brand available to all working women looking for good skin and makeup. The market has matured.4 per cent. indicating a growth rate of 11. New Delhi. of 19.6 percent growth. country manager. with the highest increase. in Gurgaon. appearance products are slated for 17. India's personal care market is becoming more sophisticated as the country Westernizes according to a Kline and company report published earlier this year. Ltd. In fact. Watching this opportunity International direct seller Mary Kay Inc. breaking this down for products specific to the anti-ageing market. Euromonitor International estimated that the total market for skincare products is valued at $38.2 billion in 2004." A survey at the Dubai and Heathrow airport retail outlets showed that Clinique was the most purchased skin care product among returning Indians. The company plans to invest approximately $20 million in the country over five years. But although health maintenance products are expected to increase by 13. Mary Kay expects 50% of its business to be generated by its skin care range and the rest by its color cosmetics and body care offerings. Mary Kay India. Chua. president. Mary Kay Cosmetics Pvt. and Indian women are ready to spend on looking good and feeling good.3 billion globally.742. For products that target specific age-related conditions. has set up its Indian subsidiary. "We anticipate generating the same success in India that we have seen in other Asia-Pacific markets..K.7 billion by 2009.$30. Mary Kay Asia-Pacific. However. Speaking on While the market for direct selling beauty companies hasn't been very strong in the country.306 females are in the age group of 34-59 years. compared to an estimated value of $20. Targeting the high growth Indian beauty market. despite Oriflamme’s and Avon's steady business. Anti-ageing products tend to focus on skin care." said K. a figure that is second only to the hair care sector." said Hina Nagarajan. We have kept the pricing affordable so that the maximum number of women can buy them.9 billion in 2003. According to Indian census report 113.

Secondary Data Launched in 1957 in South Africa. the brand has been distributed and has been available in the grey market all this while. In India. 6| Page . Olay was formulated as a fluid moisturizer by South African chemist-entrepreneur Graham Wulff and launched officially in 1957. now Olay is present in over 55 countries globally.

Kolkata. "Initially 'it is made available at around 2.".The Olay Total Effects Challenge*.4% in 2003.Once popular as 'Oil of Olay. 7| Page . the pink lotion' it is now known as just 'Olay' and enjoys a high recall value in India. After the overwhelming response by discerning Indian women to the Olay Total Effects. The compound annual growth rate of the market in the period 19992003 was 10. This is an opportunity to enable many more women to experience the delight of one product that takes care of several ageing skin needs.4% in 2003 to reach a value of $94 million. Mumbai. chemists. has been launched only in six metros in the first phase in India and has been endorsed by former Miss Universe and actor Sushmita Sen. The Indian skincare market grew by 9.8%. beauty advisors and the existing distributors in Hyderabad. and Bangalore. Chennai. P&G has now initialed a unique campaign . Annual growth has fallen steadily from its 2000 high of 12. Olay Total Effects.0% to a low of 9. The anti-ageing cream. Delhi.000 outlets including hyper retail stores.

world's largest selling anti-dandruff shampoo. USA that in India. Pantene . 8| Page . The Indian skincare market grew by 8.Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven signs of ageing It is a breakthrough anti-ageing moisturizer containing the patented Vitaniacin formulation. and Rejoice . The compound annual growth rate of the market volume in the period 1999-2003 was 8. P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company. 1 beauty shampoo. P&G Home Products Limited is one of India's fastest growing Fast Moving Consumer Goods Companies that has in its portfolio P&G's global brands such as Ariel and Tide in the Fabric Care segment.1%.8%. has carved a reputation for delivering superior quality.5% in 2003 to reach a volume of 69 million units.world's No.Asia's No.The strongest growth was in 2000 when the market grew by 9. 1 shampoo. value-added products to meet the needs of consumers. and in the Hair Care segment: Head & Shoulders .

Till this time market for anti aging was not created. which accounted for just over 72% of the market's value. Market Segmentation In 2003. In value terms this sector was worth $67. the facial care sector was outperformed by body care. Hence figured data have its own limitations. an increase of 49% since 1999.1% of the Indian skincare market Body care made up a further 12.2%) in 2003. In theory and background a better and real scenario is projected. In addition the body care sector generated the second largest revenues in 2003. which grew by 62% between 1999-2003.8% of the market's value.The leading revenue source for the Indian skincare market in 2003 was the facial care sector. Sun care products held the smallest share (4. reaching a value of $12 million.9 million in 2003. It is unlikely that this sector will challenge the leading sector's position going forward. facial care products totaled 72. Despite its leading position. equivalent to 13% of the market's value. 9| Page . Because of the limitations of resources and funds we are taking secondary data as of 1999-2003 which is quite old.

During the next five years the market is expected to experience declining growth rates.3 10 | P a g e .4%.1 million in 2003. However. the market is forecast to reach a value of $134. accounting for 0. By 2008.8% since 2003. This growth was substantially larger than that of the Asia Pacific market itself. having grown with a compound annual growth rate (CAGR) of 10.Market Value Forecast In 2008 the Indian skincare market is forecast to have a value of $134 million. Its present value in India is $525 Mn.8% in the 1999-2003 periods. leading to the Indian market’s share rising by 0. The Indian skin care market reached a value of $94.9 % of the Asia-Pacific market by the end of this period. its growth rates are forecast to fall over the next five years. The Indian skin care market has experienced an exceptionally high rate of growth during the past five years making it one of the world's strongest performing skin care markets. an Increase of 42. The compound annual growth rate of the market in the period 2003-2008 was predicted to be 7.2 percent age points during 1999-2003.

which equates to a CAGR of 7. Physicians Formula has fueled sales and space gains with premium prices. In the cosmetics aisle. L’Oreal and Neutrogena sell products for over $20. but this spring Max Factor and Revlon's Vital Radiance failed 11 | P a g e . higher than the Asia-Pacific and global market CAGRs of 4% and 3. Olay is not alone in its efforts to increase prices at $27.4% in the 2003-2008 period.million. and an influx of European brands carry price tags as high as $80 in some drugstores.99 each also.9% respectively. In skin care.

12 | P a g e . Both lines have lost display space and Revlon has discontinued Vital Radiance.to convince women to pay more for their offerings.

" Olay Total Effects has been launched in six metros for the first phase of the launch. and the company plans to extend its presence to 25 cities and then add another 44. We also tweaked the product a bit to suit Indian skin types. they would. head of marketing. P&G India. and there is a readily apparent fear of aging. since looking youthful is a key beauty trend. The poll found that: 87 percent of adults say that if they could change any part of their body for cosmetic reasons. Justifying the move. A survey released by the Federation of Indian Chambers of Commerce and Industry (FICCI) reveals that 12 personal care products would continue to register growth rates that vary from 10 per cent to 20 per cent and above. half would change multiple body parts … Fewer than 1 in 7 adults (18 percent of men and 10 percent of women) are happy enough with their bodies that they wouldn’t change a thing. we want to establish a strong presence in the country. nearly half of the 2510 respondents (47 percent) gave themselves a score of 5 or lower. "With our latest Olay anti aging product. but we delayed our entry because we wanted to be absolutely sure that the product is right for Indian skin. Today. Many Urban adults seem to be dissatisfied with their natural appearance. we feel we can make a difference to Indian women with specific skin care needs. and on a scale of 1 to 10 (with 1 being least happy)." said Sumeet Vohra. anti aging is only 3% of the total skin care market at [$15 million]. women are more willing to embrace anti aging products. In an online poll. we wanted to make sure that it is right from an economic standpoint. "Today. With the launch of four new Olay brand skin care products. and Olay's delayed entry might cost the company some market share. Secondly. In speaking about the market share the company looks to gain with the Indian launch of the new product. Popular Demographics asked adults to rank their level of happiness with their personal appearance. Vohra said that the anti-aging products market is still nascent in the 13 | P a g e . It has been doubling every year for the last three years. because whenever we launch something new." P&G rival HUL launched its Pond's International range of skin care with targeted approach for every age group and skin type. Finally. P&G-owned Olay arked its entry into the $535 million Indian skin care market with Olay Total Effects Anti-Aging cream. this move fit in our sequence of priorities. we want to focus on it and put in the right amount of resources and energy behind each one of them. "There are other players already present in the market. and we believe the time is right now.Literature review Looking better seems to equate with looking younger. which means there is huge potential. With the skin care market showing double-digit annual growth. Vohra added.

She's feeling pretty burnt out. R. "retailers were initially attracted by their higher price points. Mottus continued. according to Kline and Co. The problem is the consumer isn't willing to pay those prices. chemists. "There is a great need to increase awareness about this product. Chennai. it has doubled in the last three years) Development of the skincare category in India 14 | P a g e . specialty and direct -. He added that on shop-along with consumers who buy beauty across multiple channels.. To that extent. And in India that segment is still small. K. Kolkata. Industry consultant Allan Mottus declared. • • • Anti-ageing solutions are nascent but gaining ground Fastest growing segment in the skincare market (approximately 3 per cent of the overall skin category. Joshi senior consultant and coordinator of dermatology at Indraprastha Apollo Hospital New Delhi. dollar sales of facial treatments increased 7. so there is ample room for the company to grow. Mellage said that dollar sales across all beauty channels including mass. industry manager. consumer products. "The consumer drive for sophistication is driving prices higher. noting that women are seeking products with technology that improve their appearance.8 percent." Vohra added." A higher cash register ring does come with challenges. Initially Olay Total Effects will be available in around 2. Hyderabad and Bangalore. "Drugstores need MAC Cosmetics and Clinique pricing to survive. Last year." said Carrie Mellage. Beauty Fluid and Olay Cleansers—to the Indian market. beauty advisors and through existing distributors in Delhi.are increasing at a more rapid clip than unit sales. "We are seeing price escalation in skin care.'s Cosmetics & Toiletries USA 2005 Report. Brace said. but that excitement didn't hold the last three or four months." Referring to Max Factor and Vital Radiance's troubles. prestige. unlike the Chinese market where there is a high population of working women. while unit sales grew 3 percent. The company has previously introduced three other skin care ranges—White Radiance. Mumbai.country. for Kline & Co. the brand might have its limitations in India” said Dr." “It is the working woman who is more conscious of the way she looks rather than the woman who stays at home. P&G found that many women arrived at department store counters armed with knowledge and in some cases knew more than the beauty adviser. For instance. Brace said that P&G is working to resolve such issues as price points climb higher.000 outlets— including hyper retail stores. several mass retailers have locked Definity behind glass to prevent theft. indicating that price tags are inching up. spa.

• Growing consumer awareness Research Methodology 15 | P a g e .

• Single cross sectional design: Since the data collected in primary research through administration of questionnaire will be done for one sample of respondents drawn from the target population of consumers and this survey will be conducted once.Research design A research design is a logical and systematic plan prepared for directing a research study. evaluating and selecting the factors which prompt consumers to buy anti aging products from external sources and reports. Questionnaire design Sampling process and sample size. • Descriptive research: This method is used by analyzing the questionnaire that had been filled by consumers to find the main factors among the factors that had been spotted by exploratory research. A Research Design consists of the following parameters • • • • • Exploratory research will be done on the information collected Use of descriptive research in conclusion research design to attain the objective of research through “single cross-section design” The measurement and scaling procedure that can be adopted for the research are dependent on the questionnaire designed and validity or degree of precision desired. The methodology and techniques designed is the program that guides the investigator in the process of collecting. Reasons for choosing a particular research design • Exploratory research: Since this research helps to assist the decision maker in determining. Information has been collected from a given sample of population only once by drawing the sample of respondents from the target population. 16 | P a g e . Single cross-sectional study has been used here. The research in this case is exploratory research. analyzing and interpreting data.

companies’ websites and based on the talks with the company report. Scope of the study: Area: Metros Time: 2 months Product scope : The products in the anti aging segment of all companies. Sample size • The Sample Size for Consumers is 64. Defining the target population: • With regards to consumers any individual above the age of 25 formed the part of target population Sampling Frame: Consumers were selected on the basis of convenient judgmental sampling.Secondary data: Secondary data was collected mainly through the Internet. ASSUMPTIONS FOR THE STUDY 17 | P a g e . Primary data: The Primary Data was collected from the survey which involved meeting with consumers and getting a Questionnaire filled.

18 | P a g e .• • • • The research is done by not focusing on the effects of time and cost consideration. The method of convenient sampling and sample frame selection will not lead to much error in answers. MANAGEMENT RESEARCH PROBLEM: To identify the factors which influence purchase decision of Indian consumers. MANAGEMENT DECISION PROBLEM: TO GAIN LEADERSHIP IN ANTI AGING SEGMENT FOR OLAY (P & G). The degree of confidence and degree of precision are enough for the study. The selected sample unit. sample and sample size will be representing the target population.

Does Income have any relation with use of anti-ageing products to consumers? Ho: Income doesn’t have relation with use of anti-ageing products to consumers H1: Income has relation with use of anti-ageing products to consumers 3.RESEARCH QUESTIONS AND THE HYPOTHESIS 1. Does age have relation with use of anti-ageing products to consumers? Ho: Age doesn’t have relation with use of anti-ageing products to consumers H1: Age has relation with use of anti-ageing products to consumers 2. Does Quality affects the purchase decision? H0: Quality doesn’t affect the purchase decision H1: Quality effects the purchase decision 19 | P a g e . Does Brand name affects the purchase decision? H0: Brand Name doesn’t affect the purchase decision H1: Brand Name affects the purchase decision 4.

Does marketing (consulting) affect the purchase decision? H0: marketing doesn’t affect the purchase decision H1: marketing affect the purchase decision 8. Does Promotional schemes affect the purchase decision? H0: Promotional Schemes doesn’t affect the purchase decision H1: Promotional schemes effect the purchase decision 7.5. Does Price affects the purchase decision? H0: Price doesn’t affect the purchase decision H1: Price affect the purchase decision 6. Does packaging affect the purchase decision? H0: packaging doesn’t affect the purchase decision H1: packaging effect the purchase decision 9. Distribution (availability) affects the purchase decision? H0: Distribution doesn’t affect the purchase decision H1: Distribution affect the purchase decision 20 | P a g e .

Lal BAHADUR SHASTRI INSTITUTE OF MANAGEMENT (New Delhi) Project on the Anti-aging Products Questionnaire (TO IDENTIFY THE INFLUENCING FACTORS AFFECTING PURCHASE DECISION) 21 | P a g e .

22 | P a g e .

23 | P a g e .

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We conducted this survey online hence we tried to show a window view here. 25 | P a g e .

Questionnaire Analysis & Findings 26 | P a g e .

6 35.9 50 9.1. Anti-Ageing treatment preference to use or recommend users→ options↓ Botox Laser Anti-ageing Cream Homemade pastes none %age of users Number of users 0 4.5 0 3 23 32 6 27 | P a g e .

5 Please mention from where you mostly purchase your beauty products 28 | P a g e .6 9.4 9.1 I don’t use homemade pastes also 26.2.4 33 6 6 2 17 I don’t see others using it 3. What restricts consumers to go for other available solutions %age of users Number of users responses→ options↓ Fear of side effects High cost Unavailability/difficulty in use 51.

Number of respondents %age of respondents I don’t mind about place Online purchase Retail stores Beauty parlors 10 2 45 7 15.1 70.6 3.3 11 Are you familiar with the brand OLAY 29 | P a g e .

3 How did you hear about OLAY 30 | P a g e .Number of respondents %age of respondents Never of heard of it I am aware of Have used Use it on a regular basis 7 50 3 4 11 78 4.7 6.

Does age have relation with use of anti-ageing products to consumers? 31 | P a g e .6 9.5 26.Number of respondents %age of respondents TV Magazines Internet Friends Beautician 24 17 6 8 9 37. .4 12.5 14 Hypotheses 1.

845 6.054 . (2sided) .302 64 Approx.054 . 2.845 and in table at 2 DF is 5. .Ho: Age doesn’t have relation with use of anti-ageing products to consumers Crosstabs Case Processing Summary Cases Valid N user * age 64 Percent 100.0% N 0 Missing Percent . Sig.9 so we can not reject null hypotheses. Sig.063 Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Value 5.0% N 64 Total Percent 100.037 .0% user * age Crosstabulation Count age low user Total non user user 8 1 9 medium 11 13 24 high 14 17 31 Total 33 31 64 Chi-Square Tests Asymp.054 Here Pearson Chi-Square has value 5. Does Income have any relation with use of anti-ageing products to consumers? Ho: Income doesn’t have relation with use of anti-ageing products to consumers Case Processing Summary 32 | P a g e .302 .593 3.470 64 df 2 2 1 Symmetric Measures Nominal by Nominal N of Valid Cases Phi Cramer's V Value .

169 .205 Exact Sig.409 .7 so we can not reject null hypotheses here again.278 . (2-sided) .Cases Valid N user * income 64 Percent 100. (2-sided) Exact Sig.681 1.0% N 0 Missing Percent .280 . Does Brand name affects the purchase decision? H0: Brand Name doesn’t affect the purchase decision 33 | P a g e .169 and in table at 1 DF is 1.283 . . Factors Hypotheses: 3.0% N 64 Total Percent 100. Sig.315 1.175 df 1 1 1 Symmetric Measures Nominal by Nominal N of Valid Cases Phi Cramer's V Value .0% user * income Crosstabulation Count income user Total non user user medium 15 10 25 high 18 21 39 Total 33 31 64 Chi-Square Tests Asymp. (1-sided) Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases Value 1.151 64 1 .135 .280 Since Chi-Square has value 1.135 64 Approx. Sig.280 .

68357 .50371 .72631 .4844 3.4375 3.93209 .5938 2. Deviation . Does Promotional schemes affect the purchase decision? H0: Promotional Schemes doesn’t affect the purchase decision 7.68718 .68718 . Does packaging affect the purchase decision? H0: packaging doesn’t affect the purchase decision 9. Does Price affects the purchase decision? H0: Price doesn’t affect the purchase decision 6.9844 Std.6406 3.4.6094 3.59094 .0000 2. Does Quality affects the purchase decision? H0: Quality doesn’t affect the purchase decision 5.62974 N 64 64 64 64 64 64 64 64 64 user Quality Brand Ease of use consulting packaging promotion availability Price 34 | P a g e .61399 . Distribution (availability) affects the purchase decision? H0: Distribution doesn’t affect the purchase decision For determining the correlation and Buyer behavior factors coefficient we did Multiple Regression Analysis here Regression Descriptive Statistics Mean . Does marketing (consulting) affect the purchase decision? H0: marketing doesn’t affect the purchase decision 8.8125 3.4375 3.

000 -.201 .157 64 64 64 64 64 64 64 64 64 consulting .187 .741 .485 .014 64 64 64 64 64 64 64 64 64 Quality .001 .182 .001 .002 .207 .000 .177 64 64 64 64 64 64 64 64 64 packaging .226 1.010 .000 .154 .348 -.281 .095 .069 -.069 .185 .096 .584 -.166 .187 . .387 .366 .000 -. 64 64 64 64 64 64 64 64 64 Pearson Correlation user Quality Brand Ease of use consulting packaging promotion Availability Price Sig.348 1.115 -.060 .060 .053 .128 -.006 .237 .000 .015 -.129 1.002 .237 .290 .129 .107 -.367 .118 .294 .281 .428 .128 .453 64 64 64 64 64 64 64 64 64 availabilit y .178 .036 64 64 64 64 64 64 64 64 64 Price -.496 .078 -.001 .182 .113 .340 .207 .290 -.154 -.091 . .000 -.387 .074 1.069 .157 .453 .010 .050 .497 .000 .000 .311 .005 .015 .178 .091 1.113 64 64 64 64 64 64 64 64 64 Brand .367 -.196 .000 .069 64 64 64 64 64 64 64 64 64 Ease of use .000 .014 .647 .091 -.741 .096 .091 -.107 .000 .276 -.196 .Correlations user 1.584 .053 -.340 64 64 64 64 64 64 64 64 64 promotion .044 .010 .114 .118 .023 .095 .000 .177 .117 .165 .000 .201 .276 .000 . .226 .496 1.311 . .006 .000 . .497 .000 .005 .000 . .270 . .023 -.270 .237 .469 .001 . (1-tailed) user Quality Brand Ease of use consulting packaging promotion availability Price N user Quality Brand Ease of use consulting packaging promotion availability Price 35 | P a g e .428 .117 .185 .114 1.036 .647 -.115 .166 .154 .294 .237 .044 1.050 .469 .010 .165 .154 . .000 .074 -.485 .366 .078 .000 .

246 -.005 15.007 .102 -.30166 Model 1 R .005 .481 .079 .022 .185 we can compare the Standardized Coefficients values and actual values of B.Since no coefficient is carrying value 0 hence all hypotheses from 3 to 9 are rejected.687 ANOVA Sum of Squares Regression (explained) Residual Total 10.019 .731 .963 1. consulting.910 4.088 Std.087 -. .809 .247 -. 36 | P a g e . Enter Model Summary Adjusted R Square .116 2.016 -.091 F 15.134 -.979 5.000 .054 .082 Sig.069 .345 .247 .181 . packaging. . Error of the Estimate .641 Std.482 .065 Standardized Coefficients Beta .984 Model 1 df 8 55 63 Mean Square 1.394 .009 . Brand.908 .070 .372 .Model 1 Variables Entered Price.218 .109 t -3.022 -.816 .234 -. Error .755 2. Ease of use.353 -1.000 .057 . availability Variables Removed Method .000 Coefficients Unstandardized Coefficients Model 1 (Constant) Quality Brand Ease of use consulting packaging promotion availability Price B -1.829 R Square .059 .343 Sig.062 .027 . promotion. Quality.

Conclusion 37 | P a g e .

Sample size is very small it might not covering whole targeted population. Age and income do not affect buyer’s purchase decision for this product. 3. 2. Limitations: 1. 38 | P a g e . 2. 4. We tried to identify those factors which affect buyer’s perception for any product. Since we were not from the company so were not offering any free sample or rewards so consumers were not responding many times. P&G is one of the leading companies in personal care segment of the world and it has entered in India with few ranges in beginning. Background noise was also affecting responses. The primary and secondary data are limited and are constrained by the availability and approachability. 3. All 8 factors are influencing but on different level so for further descriptive research these factors can be converted in to 3-4 factors only by factor analysis.Conclusion The research carried by us is an exploratory research which is to follow by Descriptive research. 1. it is because number of Indian females who are involved in social activities is increasing with the disposable income of them. Many respondents were not involved completely while filling questionnaires. 5.

http://www.datamonitor.ebscohost. Rashi Mittal. mittal.Solus Media 0091-40-23230750 4. www.com 2. http://search. P&G .olay.2@pg.aspx 6.search-ebscohost.aspx? direct=true&db=buh&AN=26922274&site=ehost-live 7.com 5.r.com/ 39 | P a g e .undeniableproof. www. www.censusindia. Ramchandram Dhannaram Managing Partner .gov.com/login.References 1.com http://www.com 3.in/Census_Data_2001/Census_Data_Online/Social_and_ cultural/Age_Groups.

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