Consumer Behaviour Assignment

Objective:
To understand and apply different concepts and models of Consumer Behavior.

Phase I

The Product selected is Dove Soap.

Dove soap, which was launched by Unilever in 1957, has been available in India since
1995. It provides a refreshingly real alternative for women who recognise 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.

Globally, Dove has been extended to many other countries. Since the 1980s, for example,
Unilever has launched a moisturising body-wash, deodorants, body lotions, facial
cleansers and shampoos and conditioners, providing a comprehensive range of solutions
to bring out true inner beauty.

Dove targets women and contributes to the beauty which exists in every women.

For example, “Beauty. It’s is not about glamour of fame. It’s about every women and the
beauty that is in each of us. That’s what Dove is all about. And that’s why more women
trust their skin to Dove.”

a) To find the attributes of Dove Soap an in-depth interview was taken with 8 people. The
results of which are as follows:
ATTRIBUTES BENEFITS
¼ Hydrating Lotion Gives Soft and Glowing Skin
Cream Based Young and Youthful Skin Always
Rich Lather Bathing Satisfaction
Less Fragrance Less Chemicals
White Colour Colour of Cream
Shape of the Soap Less Melting and Body Gripping
High Price High Quality
No Side Effects Trusted Soap
Packaging Easy to open

A few negative Aspects also came up eventually, they were:

1. Its not that good for women with oily skin.
2. Less fragrance.
3. Costly

b) Dove Soaps competes with Nivea Cream Soaps. Nivea is one of the world's largest
skin- and body-care brands, owned by the German company Beiersdorf.

Results found for the Competitor Product, ie Nivea Cream Soaps:

ATTRIBUTES BENEFITS
Smells good Refreshing
Lathers well Bathing satisfaction
Moisturizing Soft and glowing skin
Cleans well Squeaky clean
Long lasting Feel clean and fresh throughout the day
Creamy texture Feels like cream
High price High quality
Family packs Convenience
Packaging Good looks and easy to open
Shape Body Gripping

A few disadvantages faced by the consumers:

1) Not available easily.
2) Costly.
Phase III
Questionnaire
Hello Sir/Ma’am,
I am doing a research to find out the consumer behaviour for “Dove Soap”. I would
be thankful to you if you could please spare some time and answer a few questions.

1. Are you a user or of Dove Soap?

Yes ….. No…….

2.If you are a user of Dove Soap, then for how long have you been using it since
(please tick on the right answer)

3 yrs….., 2yrs……, 1yr….., ½ a yr…., 1 month…..

3.Please tick according to how you position Dove Soap:

Fresh ---- ---- ---- ---- ---- Sticky

Good fragrance ---- ---- ---- ---- ---- Bad Fragrance
Creamy ---- ---- ---- ---- ---- Dry
Rich Lather ---- ---- ---- ---- ---- No Lather
Less Melting Shape ---- ---- ---- ---- ---- Melts easily
Reasonable ---- ---- ---- ---- ---- Expensive
No Side Effects ---- ---- ---- ---- ---- Side Effects
Good Packaging ---- ---- ---- ---- ---- Unattractive Packaging

4. Personal Information:

1. Name: __________________________________________________

2. Age: ___________

3. Sex: Male Female

4. Marital Status: Married Single

5. Number of family members: _____

6. Monthly Income: Rs. _______________

Research Methodology:
Total Sample Size taken - 25.

Sampling Method used- Convenient Random Sampling.

Primary research: Tool Used Questionnaire

Secondary Research: website and magazines.

Analysis:

1. 60% of the respondents use dove.

2. 15 respondents have been using it since:
3yrs: 4, 2 yrs: 5, 1 yr: 2, ½ a yr 2, 1 month: 2
3.
Fresh 1.88 Sticky
Good fragrance 1.84 Bad Fragrance
Creamy 1.6 Dry
Rich Lather 2 No Lather
Less Melting Shape 4.04 Melts easily
Reasonable 2.53 Expensive
No Side Effects 2.64 Side Effects
Good Packaging 2.16 Unattractive Packaging
Easily available 1.68 Not Available

These attributes were scored by the respondents and the mean scores are these.
Here 1 means good and 5 means poor