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COMPARATIVE STUDY OF SAVLON, DETTOL AND LIFEBUOY SOAP IN
SR. NO. PAGE NO.
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 1 INTRODUCTION TO SOAP 1.1 Soaps 1.2 Soap history 1.3 Ingredients of Soap 1-3 2 SOAP INDUSTRY IN INDIA 2.1 Soap Category in India 2.2 Overview of Indian soap Category 2.3 History of Soap in India 2.4 Brand Positioning then and now 2.5 Consumer use today 2.6 Consumer preferences 4-6 3 MARKETING OF SOAP 3.1 Kirana Store 3.2 Pan Beedi Shops 3.3 Departmental Store 7 4 COMPANY PROFILE 4.1 About Company 4.2 Facts about Johnson & Johnson 4.3 Facts On Stress In Workplace 8-9 5 HEALTH SOAPS 5.1 About Savlon Soap 5.2 About Dettol Soap 5.2.1 Dettol Original Soap 5.2.2 Dettol Skincare Soap 5.2.3 Dettol Cool Soap 5.2.4 Dettol Fresh Soap 5.3 About Lifebuoy Soap 5.3.1 Some Facts 10-12 6 OBJECTIVE AND SCOPE OF PROJECT
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 6.1 Objectives 6.2 Scope 6.3 Hypothesis 6.4 Limitations 6.4.1 Strength limitation 6.4.2 Cost limitation 6.4.3 Time limitation 6.4.4 Literature Review limitation 13-14 7 LITERATURE REVIEW 7.1 Savlon heals without hurting 7.2 The Power of Contrast 15-16 8 RESEARCH DESIGN AND METHODOLOGY 8.1 Research design 8.2 Research approach 8.3 Sampling Method 8.4 Research instrument 8.5 Data Analysis method 8.6 Data Collection 8.6.1 Primary Data 22.214.171.124 Pilot Field Survey 17-19 TABLE OF CONTENT INDEX 4|Page SR. NO. TOPIC PAGE NO. 1 INTRODUCTION TO SOAP 1 2 SOAP INDUSTRY IN INDIA 4
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 3 MARKETING OF SOAP 7 4 COMPANY PROFILE 8 5 HEALTH SOAPS 10 6 OBJECTIVE AND SCOPE OF PROJECT 13 7 LITERATURE REVIEW 15 8 RESEARCH AND METHODOLOGY 17 9 DATA ANALYSIS 20 10 SPSS ANALYSIS 30 11 FINDINGS AND RECOMMENDATION 39 12 CONCLUSION 42 13 DATA SOURCES 43 14 ANNEXURE 44
INTRODUCTION TO SOAP
Soaps are useful for cleaning because soap molecules have both a hydrophilic end, which dissolves in water, as well as a hydrophobic end, which is able to dissolve nonpolar grease molecules. Although grease will normally adhere to skin or clothing, the soap molecules can form micelles which surround the grease particles and allow them to be dissolved in water. The hydrophobic portion (made up of a long
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ hydrocarbon chain) dissolves dirt and oils, while the ionic end dissolves in water. Therefore, it allows water to remove normally-insoluble matter by emulsification. 1.2 SOAP HISTORY Traditionally, soap has been manufactured from alkali (lye) and animal fats (tallow), although vegetable products such as palm oil and coconut oil can be substituted for tallow. American colonists had both major ingredients of soap in abundance and so soap making began in America during the earliest colonial days. Tallow came as a byproduct of slaughtering animals for meat, or from whaling. Farmers produced alkali as a by-product of clearing their land; until the nineteenth century wood ashes served as the major source of lye. The soap manufacturing process was simple, and most farmers could thus make their own soap at home. The major uses for soap were in the household, for washing clothes and for toilet soap, and in textile manufacturing, particularly for fulling, cleansing, and scouring woolen stuffs. Because colonial America was rural, soap making remained widely dispersed, and no large producers emerged. The growth of cities and the textile industry in the early nineteenth century increased soap usage and stimulated the rise of soapmaking firms. By 1840, Cincinnati, then the largest meatpacking center in the United States, had become the leading soapmaking city as well. The city boasted at least seventeen soap factories, including Procter and Gamble (established 1837), which was destined to become the nation's dominant firm. A major change in soap making occurred in the 1840s when manufacturers began to replace lye made from wood ashes with soda ash, a lye made through a chemical process. Almost all soap makers also produced tallow candles, which for many was
and Procter and Gamble was television's biggest sponsor. of which 90 percent was television advertising. incorporated as such in 1928 in New York State. Advertising put large soap makers at a competitive advantage. at first modest but constantly increasing. particularly by developing daytime serial dramas. and most soap factories remained small before the Civil War. Procter and Gamble originated Ma Perkins. the soap industry pioneered in radio advertising. competition rose. Many soap makers began to brand their products and to introduce new varieties of toilet soap made with such exotic ingredients as palm oil and coconut oil. In 1900 soap makers concentrated their advertising in newspapers but also advertised in streetcars and trains. although originally founded by William Colgate in 1807. most successful. Advertising. In 1893 Procter and Gamble spent $125.000.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ their major business. In 1966. The firms made soap in enormous slabs.000 to promote Ivory soap. The period between the end of the Civil War and 1900 brought major changes to the soap industry. became the major innovation. Quick to recognize the communications revolution. one of the earliest. There were no brands. no advertising was directed at consumers. who sliced the product like cheese for individual consumers. and these were sold to grocers. and soap makers discontinued that business. to advertise its Oxydol soap in 1933. At the same time. spending $161 million. and by the late 1920s three firms had come to dominate the industry: (1) Colgate-Palmolive-Peet. an English company that developed a full line of heavily Ashok Vishwakarma . Advertising proved amazingly effective. three out of the top five television advertisers were soap makers. and by 1905 the sales budget for that product alone exceeded $400. (2) Lever Brothers. By 1962 major soap firms spent approximately $250 million per year for advertising. The market for candles diminished sharply. and most long-lived of the genre that came to be known as Soap Operas.
Preservatives help prevent any microbiological growth in the product that could cause color or odor change. Stability and Dispensing Aids keep the product consistent under varying storage conditions and provide desirable dispensing characteristics. certain oils and emollients. poor performance and/or separation of the ingredients. Mildness Additives may include moisturizing agents. certain protein compounds.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ advertised soaps in the nineteenth century and in 1897 and 1899 purchased factories in Boston and Philadelphia. The following ingredients are often used in hand dishwashing soaps and detergents. In 1940 the "big three"—Colgate. Lever. Ashok Vishwakarma . Colorants are added to lend individuality and an appealing appearance to the product. Encapsulates deliver stability for special materials/additives (e. or other neutralizing or beneficial ingredients.g.. 1.2 INGREDIENTS OF SOAP Cleaning Agents/Surfactants lift dirt and soil and produce good greasecutting capability. moisturizer or fragrance). and Procter and Gamble— controlled about 75 percent of the soap market. and 6|Page (3) Procter and Gamble. Enzymes help break down tough stains and burned-on soils. not all products contain all ingredients. Fragrance is added to produce a pleasant or distinctive scent.
People belonging to different income levels use different brands. But in some markets the sales potential for soap is only beginning to be realized. 3. out of which.030 million people.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 7|Page SOAP INDUSTRY IN INDIA 2. which fall under different segments.75 million retail stores are in the rural areas. Rural consumers in Ashok Vishwakarma . hence around 50% of the soaps are sold in the rural markets 2. in bars. soap is a part of our daily lives. IFF's marketing experts offer the following overview of this growing category. In India. availability of these products is not an issue. Therefore. At the end 2000. but all income levels use soaps. gels. and liquids. making it the second largest category in India (detergents are number one). soap was a $1. Household penetration of soaps is 98%.2 Overview of the Indian Soap Category India is a vast country with a population of 1. soaps are available in five million retail stores. but for some. soap is a $1. In the United States. lathering up can be a treasured part of a morning or nightly routine.032 million (US$)* business in India. 70% of India's population resides in the rural areas.1 Soap Category in India Soap is a product that many people might take for granted or consider rather ordinary. Scented or unscented.390 million (US$)* industry with over 50 mass market brands.
3 History of Soap in India During the British rule in India. OK Mills crushed and marketed coconut oil for cooking and manufactured crude cold process laundry soaps that were sold locally. in the state of Uttar Pradesh. the mixing process is called milling and this is done by a rotary operated machine and not manually. fillers. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased OK Coconut Oil Mills at Cochin Kerala around 1918. which was situated in the city of Meerut. etc. In 1897. the soap industry floundered. Once the mixture is ready. they started marketing cold process soaps. Mr. the soap is plodded based on its size with the logo by a machine. perfume. Lever Brothers England introduced modern soaps by importing and marketing them in India.* 8|Page During World War I. *Cold process soaps are manufactured by mixing all ingredients (soap base. actives. but after the war. North West Soap Company created the first soap manufacturing plant in India. 2. with more and more soap brands being launched in the discount segment targeting the lower socioeconomic strata of consumers.4 Brand Positioning Then and Now Ashok Vishwakarma . Rural demand is growing. However. 2. In a machine made soap.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ India constitute 70% of the population. Soap became a necessity for the moneyed class by around 1937. the industry flourished all over the country.) in a large pot and heating them up to 70 degrees while they are stirred manually. It was renamed The Tata Oil Mills Company and its first branded soaps appeared on the market in the early 1930s.
For some brands.6 Consumer Preferences Consumer preferences are varied and are more regionally specific. and a bar of soap. However. West. 9|Page With increase in disposable incomes. Although most of the urban houses have a shower facility. that positioning persists even today with a focus on removal of body odor and keeping the user healthy. Consumers in the North prefer pink colored soaps. 2. showers are seldom used because of the scarcity of water. who live in the villages where there is not even a regular supply of drinking water. 2. Showers are a distant dream for 70% of India’s population. in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps. In villages. mug. people bathe by using a bucket of water. growth in rural demand is increasing because consumers are moving up towards premium products. soap positionings are moving towards skin care as a value-added benefit. which have floral profiles. and South.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Soap manufacturers originally targeted their products to the lowest income strata in urban as well as rural areas. because increase in prices has led some consumers to look for cheaper substitutes. India is divided into four regions: North. In the urban areas. positioning their brands as a way to remove dirt and clean the body.5 Consumer Use Today Toilet soaps are always used in the bar form—there is no other form in the Indian market—and they are used in the bath. Here the fragrance preference is for more sophisticated profiles reflecting their Ashok Vishwakarma . East. they usually bathe by the river bank or village ponds. However.
10 | P a g e 1. Consumers exhibit loyalty to these stores. and they are primarily set up to dispense cigarettes and chewing tobacco.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ lifestyles. About 75% of soap can be bought through these different types of outlets: 3. most fast moving consumer goods companies tend to launch their new brands in these markets. Consumers here do not exhibit high brand loyalty and are ready to experiment and try out new brands. one would find such Ashok Vishwakarma . as they are the chief decision-makers in terms of soap purchase. 3.1 Kirana Store: This is the most common source for buying soap. The East is not a big soap market. impactful fragrances and somewhat harsher profiles compared to the North. MARKETING OF SOAP Soap is primarily targeted towards women. which usually forms a part of the month’s grocery list (which is purchased from these Kirana Stores). primarily rose. Preferences are more for the pink soaps with floral fragrances. However. 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. In the South. Medicated positionings like germ killing and anti-bacterial are marketed to families. Here consumers buy across the counter and do not have an option of browsing through display shelves.2 Pan-Beedi Shops: These are really small shops. hence no particular preference skews. which they call test launch markets. almost like handcarts. the skew is towards specific soap segments like the Herbal/Ayurvedic profiles and also the Sandal profiles. which are positioned on the beauty platform. Hence. which is largely dependent on proximity to consumers’ homes. Consumers in the West exhibit preferences for strong.
” It is still a fairly new concept. Johnson & Johnson spread its roots to the world’s largest democracy. India. 11 | P a g e 2. COMPANY PROFILE 4. there are very few department stores and the “Indianised” version of department stores are called “Sahakari Bhandars. The company’s Family of Companies is organized into several business segments comprised of franchises and therapeutic categories . 3. dressings and bandages to treat peoples’ wounds. It was Mr.Consumer Health Care. Patrick Whaley who set about with confidence and determination during this period of turbulence to begin the Ashok Vishwakarma .1 ABOUT COMPANY Johnson & Johnson was founded more than 120 years ago on a revolutionary idea: Doctors and nurses should use sterile sutures.3 Department Store: In India. J&J have brought to the world. 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. Since then. Here soap prices are also discounted below the retail prices. new ideas and products that have transformed human health and well-being. during the endemic post-independence turmoil of 1947. Medical Devices & Diagnostics and Pharmaceuticals.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 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.
Johnson & Johnson India Ltd. In the 50 years of operating in India.2 FACTS ABOUT JOHNSON AND JOHNSON Ashok Vishwakarma . Things progressed quickly and by 1948. they believe. Johnson’s Baby Cream and Prickly Heat Powder followed suit.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ work of establishing Johnson & Johnson in the subcontinent. stems from their staunch commitment to caring for and catering to the needs of their customers and employees. and marketed by the company. pharmaceuticals and Permacel Tapes were imported from the parent company. Medical Devices and Diagnostics. 4. 12 | P a g e In September 1957. However. Johnson’s Baby Powder was being manufactured by British Drug House in Prabhadevi. highly specialized products like Belladonna plasters. a new company. In the 50 years since its establishment as a modest 12-employee outfit. Bombay. Johnson & Johnson Ltd. India has gained a reputation for delivering high-quality products. the company employees more than 2000 people and the businesses span Consumer. which recognize it as one of the best employers in India Other consumer products like TEK toothbrushes. Today. Their success. Johnson & Johnson India is an employer of choice and is a recipient of several awards. has gained a reputation for delivering high-quality products at competitive prices. Pharmaceuticals and Vision Care. was created and registered with twelve employees on its rolls. It was only ten years later that the company began to manufacture its own products. Johnson & Johnson Limited.
New Jersey. TYLENOL® (acetaminophen). from Johnson & Johnson Consumer Products Company. more than 40. introduced in 1893. JOHNSON'S® Baby Powder.400 employees. Dividends issued to shareowners every quarter since 1944. The gentle equity of Savlon was derived from mother brand Savlon antiseptic liquid while “soft on skin” gives the brand space to meaningfully differentiate it from other anti bacteria soaps. from McNeil Consumer & Specialty Pharmaceuticals. Company was family-owned until listed on NYSE in 1944. HEALTH SOAPS 13 | P a g e 5. The brand plays in the premium soap category and was extended Ashok Vishwakarma .000 in the United States 3. BAND-AID® Brand Adhesive Bandages. Headquarters situated in New Brunswick for more than 120 years. Canada. Family of companies consisting of more than 250 operating companies in 57 countries. launched as a consumer product in 1960. International expansion started in 1919 with Johnson & Johnson. 119.1 ABOUT SAVLON SOAP Positioned as the “Gentle Anti Bacteria soap” Savlon soap was relaunched in 2007.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Founded in 1886 in New Brunswick. introduced in 1921. from Johnson & Johnson Consumer Products Company.
70g and 35g.1 Dettol Original Soap New and Improved Dettol Original Soap is specially formulated for everyday use. 70g and 35g.2 ABOUT DETTOL SOAP Dettol soap has four variants in the market available nationally .4 Dettol Fresh Soap Ashok Vishwakarma . Dettol Cool Soap combines Dettol's trusted protection with the coolness of menthol. 5. Dettol Original Soap is 10 times better at fighting germs*. but also give you protection from germs. Available in three sizes 120g.2. A bath with Dettol Cool Soap will not only refresh and re-energize you.India Medical Association. The new improved soap range continues to bear recommendation from IMA .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ to the aloe Vera variant in the year 2008. . 5. Available in three sizes .120g. 70g and 35g.2. 5. and newly launched Dettol Fresh.Dettol Original.2 Dettol Skincare Soap Dettol Skincare Soap offers the perfect balance between your beauty and protection needs. Dettol Skincare. 5.3 Dettol Cool Soap 14 | P a g e . The product is currently available in 75 gm and 125 gm in 2 lead variants namely Glycerin & Aloe Vera 5.2.120g. Dettol Skincare Soap is formulated with moisturisers to help nourish your soft skin. Available in three sizes .2. So give Dettol's trusted protection to the entire family.
has carried the Lifebuoy message of health across the length and breadth of the country. It is market leader in every Asian market where it is sold 15 | P a g e · Lifebuoy soap has been proven in laboratories to provide 100% more effective germ protection than ordinary soaps · To date.120g and 70g 5. Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in recognition of the work the brand has undertaken in hand wash education · Nearly half of the Lifebuoy brand's consumption is in rural Asia.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Dettol Fresh Soap combines Dettol's trusted protection with a pleasant fresh fragrance You not only stay protected from germs but also keep fresh for long. the world's largest selling soap. Lifebuoy also offers specific health benefits through specialised product formats like Lifebuoy HandWash & Lifebuoy Clearskin. True to its vision. Available in two sizes . Lifebuoy.3. which provides treatment and protection against acne. The honest & hard working soap. has been synonymous with health and value. for over 100 years. 70 million people in rural India along have experienced the pioneering.1 SOME FACTS Today Lifebuoy is mainly sold in Asia and parts of Africa. with its distinctive perfume and popular jingle.3 ABOUT LIFEBUOY SOAP LIFEBUOY’S vision is. offers a compelling health benefit to the entire family. “Making a billion Indians feel safe and secure by meeting all their health and hygiene needs”. Launched in 1895. 5. where most of the population live on less than US$1 per day Lifebuoy soap Ashok Vishwakarma . Lifebuoy sponsored Health Education programme – the single largest private hygiene education programme in the world · In 2005.
Sample size selected was of 50 respondents. and public relations on the buying behavior of consumers for soaps. To determine the awareness level of savlon soap with respect to dettol and lifebuoy in the mumbai market. To identify the perception of consumers towards SAVLON soap with respect to dettol and lifebuoy in the mumbai market.2 Scope of the project:a. c. Project was specifically carried out in Mumbai region-(City). d. sales promotions. b. To determine the importance of attributes (the driving factors) for the consumers while purchasing the soap. d. Only health category of soap was selected for the project. Questionnaire was used for primary data collection 6.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Lifebuoy handwash Lifebuoy shower gel Lifebuoy clear skin 16 | P a g e OBJECTIVE AND SCOPE OF PROJECT 6. H0(2): Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is preferred on basis of price.3 Hypothesis of the project:H0(1): Consumer Awareness for Savlon soap is through Retail Display. b. To determine the effect of product promotions including advertising.1 Objectives of the project:a. Ashok Vishwakarma . 6. c. H1(1): Consumer Awareness for Savlon soap is not through Retail Display.
17 | P a g e 6. Therefore a very limited period of day was found suitable for conducting the survey. Also.4. the interview was taken by self which might crept few errors on the research.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy is also not preferred on basis of price. On the other hand.3 Time Limitation: The type of the study required a detail interview of both man and women residing at homes. which would obviously give better result.4.1 Strength Limitations: Adequate efforts have been taken to accomplish the research according to the objectives. especially in the absence of some male and female during daytime who are service holders. 6.2 Cost limitations: The in-depth interview should be conducted with the help of experience moderator but it was very cost sensitive.4 Limitations:6. 6. Again these people usually fallback from different offices or businesses after dusk and enjoy their times at home. But as the research team is consisted of only one member therefore it was not possible to cover more additional areas. the interview was conducted only in the Mumbai city Ashok Vishwakarma . Thereby a tremendous difficulty was faced in getting access to different houses.4. maximum of the female who were housewives residing at home were found busy after 11 am with their daily routine jobs like cooking. So. so taking interview during that time became an irritation for them.
the decisions took by J&J and its effect on the brand ‘SAVLON’.4 Literature review limitation: As this study has been done first time in Navi Mumbai Region. Shekar Ashok Vishwakarma .1 Savlon : Heals Without Hurting 6th Jan 2009 HARISH B Savlon was a brand owned by a pharmaceutical MNC ICI ltd. 18 | P a g e 3. The brand was expected to give the market leader Dettol.4. the literature reviews were not very healthy enough. Moreover. Dettol still rules the antiseptic lotion market. Savlon was relaunched in Indian market in 1993.2 The power of contrast 22nd Aug 2009 S. a run for its money. and then too why Savlon was not able to hold itself in the market. This article shows as to why Savlon was a better antiseptic than Dettol. Ramesh Kumar and B. there was very little information found of some of the topic for the literature review.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ because of the time limits 6. and finally the drop of savlon soap by HUL. LITERATURE REVIEW 7. It also shows the strategy adopted by Dettol which was not expected by J&J to fight the upcoming antiseptic brand. Later ICI's OTC brands was acquired by Johnson & Johnson . But even after millions of rupees spent. strategies adopted by HUL to compete Dettol soap. 19 | P a g e 7. It also includes launch of Savlon’s soap.
3 Sampling Method: The in-depth interview for this study was limited to Mumbai region only due to certain limitations. 20 | P a g e 4.2 Research Approach: The respondents will be the consumers and users of bath soap (bar shape) who are interested to cooperate. 8. alongwith conveying the positioning of the brand. 8. Also. This approach is extremely useful to fast moving consumer goods where differentiation is difficult to sustain in the long run. They were interviewed for minimum of 10 minutes. The sample size was 50 for this study. It also shows that the product attributes of a leader (Dettol) create a perception that highlights the contrast when there is a follower brand (Savlon). it has been mentioned earlier that.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ This article says that marketers must use the aspect of contrast creatively so as to lure the consumers. Marketers through advertisements. should create a contrast that consumers will be able to accept and incorporate over a period of time. Random Ashok Vishwakarma . RESEARCH METHODOLOGY 8.1 Research Design: The purpose of this study is to gain consumer insights about SAVLON bath soap and comparing it with DETTOL and LIFEBUOY which are the two main soap brands in Health category in the context of Mumbai Region. the interview was only on the consumers and users of bath soap. The contrast would have to be relevant to the positioning of the brand. To collect the data the in-depth interview method with help of questionnaire is used.
21 | P a g e 8. 8.6. 8. Microsoft Excel) and SPSS were used. information was collected through facetoface interviews with respondents using semi-structured questionnaires.1 Primary Data. Questionnaires for in-depth discussions with various respondents to be interviewed during primary survey were designed during this phase.face discussions using semi-structured questionnaires with various respondents. This involved in-depth face-to.6 Data Collection: 8.1.5 Data Analysis Method: The data analysis of this research was represented on qualitative as well as quantitative manner. Application packages like Office XP (Microsoft Word. Ashok Vishwakarma . List of contacts were also prepared during this phase.6. Questionnaires were also sent through mail and responses were collected.4 Research Instrument: Contacting the customer personally and studying the response from the questionnaire filled.2 Detailed field survey Detailed field survey was launched simultaneously at various pre-determined centers.1 Pilot field survey Pilot field survey was conducted with the intention of testing the validity of the questionnaires for fulfilling the objectives to the study. The questionnaires and the list of contacts were modified based on responses of pilot field survey.6. 8.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Sampling method was used for selecting samples.1. 8.
2 Secondary Data: Taken data from various magazines.1.1 Variety of Soap Usage Ashok Vishwakarma .7 Overview: Research Type: Objective Data collection: Primary source of data (questionnaire).Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 8. DATA ANALYSIS 9. Newspaper and other prominent source of information collected from different websites and search engines.6. books. 22 | P a g e 8. Secondary Data (internet.1CHARTS AND EXPLANATIONS 9. newspaper and various journals) Research approach: Survey method Research instrument: Questionnaire Research: Semi-Structured Size: 50 Research Sampling: Convenient sampling Tools of data analysis: SPSS and Microsoft Excel 23 | P a g e 5.
among the total respondents 38% people advocated for antiseptic soap and 33% people advised for beauty care soap. there is little number of respondents which is only 3% people recommended about medicated soap. 10% people directed about both skin care soap and flower extract soap.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ From the above doughnut chart we can see that. it is clearly viewed that.1. 24 | P a g e 9. So. antiseptic soap and beauty care soap are more preferable among all the respondents. After that. herbal soap and fruit extract soap. Also.2 Major Driving Factors Ashok Vishwakarma .
advertisements. only 3. After that. Thus companies should majorly focus on the brand and its antiseptic and beauty care qualities. while purchasing new soap both the respondents firstly look for brand and their percentage is 26. and shopkeeper’s opinion.67% people search for both availability and packaging. 6.1.3 Soap Preference Ashok Vishwakarma . 10.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ From the above column diagram we can see that. Then. Finally. Again.33%.67%. secondly they prefer both antiseptic quality and beauty care quality and for these the percentage is 23.33% people hunt for few other factors which are pack size.00% consumers seek for both price and ingredients. 9.
1. Thus we can make out the acceptance level of dettol is much higher than the other two brands of soap. among the total respondents 58% preferred Dettol as against Lifebuoy and savlon.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ We can see from the above doughnut that.1 Price We can see from the above doughnut that.4. among the total respondents 44% people Ashok Vishwakarma . only 24% preferred lifebuoy and a mere 18% respondents preferred Savlon. 9.1.4 Responses for various Features 9.
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ said that Price is an important factor while purchasing soap. 9.4. 9.3 Fragnance Ashok Vishwakarma .1. 30% respondents selected for both important and somewhat important.4.2 Brand Name We can see from the above doughnut that. Only 12% respondents told that price is the most important factor while purchasing soap . 28% respondents stated that price is somewhat important while purchasing and those are mainly beauty and skin care seekers. among the total respondents only 14% people said that Brand name is an extremely important factor while purchasing soap. However 26% people stated that Brand Name is not at all important while purchasing soap.1.
1. Hygiene Ashok Vishwakarma . Only 10% respondents told that fragrance is the most important factor while purchasing soap. 9. among the total respondents 42% people said that Fragrance is an important factor while purchasing soap. .4.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ We can see from the above doughnut that. 24% respondents stated that fragrance is somewhat important while purchasing and those are mainly beauty and skin care seekers.4. 27 | P a g e .
This shows the importance of hygiene in the soap industry.5 Freshness Ashok Vishwakarma . Only 6% respondents told that Hygiene is the not important factor while purchasing soap.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ We can see from the above doughnut that. these are mainly health conscious consumers. among the total respondents 48% people said that Hygiene is an extremely important factor while purchasing soap.1. 9. 46% respondents stated that Hygiene is important and somewhat important while purchasing soap.4.
among the total respondents almost 75% people said that they consider freshness while purchasing soap. .1.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ We can see from the above doughnut that.6 Lather Ashok Vishwakarma . 9. 28 | P a g e . The remaining respondents stated that freshness is not that important while purchasing soap.4.
Thus it shows that consumers who want hygienic soap have dettol in their mindset.1 Dettol In the column graph above we can see that 37 respondents have rated Dettol as a good soap for hygiene and only 7 have rated it as a bad soap.5 Responses for Hygiene 9. 9.1.5. .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ We can see from the above doughnut that.1. The remaining respondents stated that lather is not that important while purchasing soap.1. among the total respondents almost 75% people said that they consider lather while purchasing soap. 9.2 Savlon Ashok Vishwakarma . 29 | P a g e .5.
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ I in the column graph above we can see that 29 respondents have rated Savlon as a good soap for hygiene and only 7 have rated it as a bad soap.5.1. 9.3 Lifebuoy In the column graph above we can see that 18 respondents have rated Lifebuoy as an average soap for hygiene compared to Dettol and Savlon. 24 respondents have rated lifebuoy as a good soap for hygiene. Thus the company should market savlon soap more effectively. 30 | P a g e Ashok Vishwakarma . Thus it shows that consumers who are aware about savlon rate it as a better soap than dettol.
9.6. 9. .1.1 Dettol In the column graph above we can see that only 8 respondents have rated Dettol as a very good soap for fragrance may be because of its hospital kind of smell.6.1.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ .1.2 Savlon In the column graph above we can see that 24 respondents have rated Savlon as a Ashok Vishwakarma .6 Responses for Fragrance 9.
. 14 respondents have rated lifebuoy as not a good soap for fragrance.1. 9. 31 | P a g e 15 16892 .2 ADDITIONAL DATA Ashok Vishwakarma .3 Lifebuoy In the column graph above we can see that only 5 respondents have rated Lifebuoy as a very good soap for fragrance.6. 32 | P a g e . 14 respondents have rated savlon as not a good soap for fragrance. . 9.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ good soap for fragrance.
.1 Crosstabs .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ THIS TABLE INDICATES THAT THE MARKET SHARE OF SAVLON COMPARED TO DETTOL WAS VERY LESS.Awareness Output Created 10-FEB-2010 16:10:38 Comments Input Data C:\Documents and Settings\indira\Desktop\spss savlon\spss input. 10. THIS TABLE SHOWS THAT MAJORITY OF THE PEOPLE PURCHASE SOAP FOR BEAUTY AND HEALTH. DUE TO HEAVY ADVERTISING SAVLON WAS FACING DIFFICULTIES IN INCREASING ITS MARKET SHARE. 33 | P a g e .sav Filter <none> Weight <none> Split File <none> Ashok Vishwakarma . SPSS ANALYSIS 10. PRICING WAS ALSO PREMIUM AS COMPARED TO DETTOL. THIS LEAD TO SHORTAGE IN ACCEPTANCE EVEN THOUGH CONSUMERS WERE AWARE OF THE SAVLON SOAP AND ITS QUALITIES.
Awareness * savlon information Crosstabulation savlon information Total Advertising WOM Retail Display Any other Awareness Aware 22 3 7 2 34 Ashok Vishwakarma . Syntax CROSSTABS /TABLES=Awareness BY savlon_information /FORMAT= AVALUE TABLES /STATISTIC=CHISQ /CELLS= COUNT /COUNT ROUND CELL . Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Resources Elapsed Time 0:00:00.0% 34 | P a g e .0% 50 100. .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ N of Rows in Working Data File 50 Missing Value Handling Definition of Missing User-defined missing values are treated as missing.55 Dimensions Requested 2 Cells Available 116508 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Awareness * savlon information 50 100.0% 0 .
1. 10.5.807 N of Valid Cases 50 a 5 cells (62. 10. Sig. it is through Advertising. 96.040(a) 3 . 35 | P a g e .Preference Output Created 10-FEB-2010 16:12:33 Comments Input Data C:\Documents and Settings\indira\Desktop\spss savlon\spss input.059 1 . (2-sided) Pearson Chi-Square 1.982 3 .2 Crosstabs .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Not Aware 9 3 3 1 16 Total 31 6 10 3 50 Through the above table of cross tabs which compared Awareness level and information about savlon.5%) have expected count less than 5. .2 HYPOTHESIS TESTING H0(1): Consumer Awareness for Savlon soap is through Retail Display. From the total of 50 respondents 34 respondents were aware and 16 were not aware about savlon soap even though they had heard the name before.792 Likelihood Ratio .806 Linear-by-Linear Association .1 Chi-Square Tests Value Df Asymp. 10. we can conclude that majority of the respondents were aware about savlon soap through Advertisng and then through Retail display. thus we should reject the null hypothesis and accept the alternate hypothesis that Consumer Awareness for Savlon soap is not through Retail Display. H1(1): Consumer Awareness for Savlon soap is not through Retail Display. The minimum expected count is . The level of significance of chi square is more than 0.1.sav Ashok Vishwakarma .
Important Feature Total Ashok Vishwakarma .0% Soap Preference * Important Feature Crosstabulation 36 | P a g e . Syntax CROSSTABS /TABLES=Soap_Preference BY Important_Feature /FORMAT= AVALUE TABLES /STATISTIC=CHISQ /CELLS= COUNT /COUNT ROUND CELL .0% 50 100. Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.00 Dimensions Requested 2 Cells Available 116508 Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Soap Preference * Important Feature 50 100.0% 0 . Resources Elapsed Time 0:00:00. .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Filter <none> Weight <none> Split File <none> N of Rows in Working Data File 50 Missing Value Handling Definition of Missing User-defined missing values are treated as missing.
117 Likelihood Ratio 16. The minimum expected count is . we can conclude that majority of the respondents selected hygiene as a most important factor for purchasing a soap.441(a) 10 .2 HYPOTHESIS TESTING H0(2): Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is preferred on basis of price.091 Linear-by-Linear Association 3. (2-sided) Pearson Chi-Square 15. However for Lifebuoy unlike Lifebuoy the most important factor was price.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Price Brand Name Fragnance Hygiene Freshness Lathe r Soap Preference dettol 3 2 5 15 1 1 27 savlon 1 1 2 3 1 1 9 Lifebuoy 6 3 1 1 2 1 14 Total 10 6 8 19 4 3 50 Through the above table of cross tabs which compared Soap preference and important feature for purchasing a soap. From the total of 50 respondents 27 respondents preferred Dettol.2.3%) have expected count less than 5.069 N of Valid Cases 50 a 15 cells (83. H1(2): Dettol and Savlon soap are not preferred on basis of hygiene and lifebuoy Ashok Vishwakarma . 10.54.1 Chi-Square Tests Value Df Asymp.305 1 .319 10 .2. Sig. 10. 14 preffered Lifebuoy and the remaining 9 respondents preferred Savlon over the other health brands of soap.
37 | P a g e . Notes Output Created 14-FEB-2010 23:41:39 Comments Input Data C:\Documents and Settings\xyz\Desktop\neha research\New Folder\latest. Brand Null Hypothesis – Out of the sample size of 30 are favourable perception and 20 are unfavourable perception Alternate hypothesis – the classification is incorrect. Since the level of significance of the chi square is less than 0.5 we accept the null hypothesis that Dettol and Savlon soap are preferred on basis of hygiene and lifebuoy is preferred on basis of price.sav Filter <none> Weight <none> Split File <none> N of Rows in Working Data File 50 Missing Value Handling Definition of Missing User-defined missing values are treated as missing in the analysis phase. Cases Used Ashok Vishwakarma .3 Discriminant Analysis To screen the perception of consumers based on the following independent variables: 1. Quality 3. 10. Price 2. .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ is also not preferred on basis of price.
000 quality 39 39.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ In the analysis phase. or out-of-range values for the grouping variable are always excluded.0 Both missing or out-ofrange group codes and at least one missing discriminating variable 0 .0 Excluded Missing or out-of-range group codes 0 .02 38 | P a g e . Cases with user-.0 At least one missing discriminating variable 0 . Resources Elapsed Time 0:00:00.0 Total 50 100.000 Ashok Vishwakarma . Analysis Case Processing Summary Unweighted Cases N Percent Valid 50 100.or system-missing values for any predictor variable are used. cases with no user. Syntax DISCRIMINANT /GROUPS=cust_percp(1 2) /VARIABLES=price quality brand /ANALYSIS ALL /PRIORS EQUAL /STATISTICS=UNIVF RAW TABLE /CLASSIFY=NONMISSING POOLED .0 Group Statistics cust_percp Valid N (listwise) Unweighted Weighted fav price 39 39. systemmissing.0 Total 0 . .
615 1 48 .000 unfav price 11 11.0 100. .003 brand .987 . Summary of Canonical Discriminant Functions Eigenvalues Function Eigenvalue % of Variance Cumulative % Canonical Correlation 1 .e.000 Tests of Equality of Group Means Wilks' Lambda F df1 df2 Sig. price . i.993 1 48 .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ brand 39 39.507 a First 1 canonical discriminant functions were used in the analysis. INTERPRETATION: The significance of canonical correlation is greater than 0.000 brand 11 11.437 quality .985 . hence its significant. Wilks' Lambda Ashok Vishwakarma . So there is no need of including more variables.5.5.000 Total price 50 50.000 quality 50 50.000 brand 50 50.347(a) 100. The significance of each of the variable is less than 0.392 INTERPRETATION: This table indicates the significance of each and every variable together.746 1 48 .0 .000 quality 11 11. the above mentioned independent variables can differentiate the respondents. Analysis 1 39 | P a g e . Hence it is a good fit. Thus it tells that the selection of variables to categorize the respondents is correct.828 9.
192 Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions Variables ordered by absolute size of correlation within function.941 Brand .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Test of Function(s) Wilks' Lambda Chi-square df Sig. Structure Matrix 40 | P a g e . which shows that the variables have high discriminating power as its very close to ‘zero’. in this case Quality and brand are more important to determine the loyalty of the customers.743 13.5 the independent variables are different from each other.5 the variables correlate/overlap each other and if its less than 0.741 INTERPRETATION: This table shows the importance of a variable for a particular study. In this case.842 3 . INTERPRETATION: Ashok Vishwakarma . significance is only . Function 1 Quality .190 Quality . .775 Brand .003 INTERPRETATION: If the significance is greater than 0.212 Price . 1 . Standardized Canonical Discriminant Function Coefficients Function 1 Price .001.
545 + 0.270 (Price) + 0.976 (Constant) -1. Var1 – 77. 41 | P a g e ..86 – 5.509 In this case the centroid is ‘0’ and the value of Y is positive (0. Var3 – 19. Functions at Group Centroids cust_percp Function 1 Fav -.856 = 0.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ This table shows the extraction of information from the total responses. .545 + 4.306 Unfav 1.2% information was used.270 Quality 0.2% information was used.509).270 (15) + 0.555 Brand -.545 + 0.545 Unstandardized coefficients INTERPRETATION: This table forms an equation so as to find out the level of risk involved in the study. If the value is positive it denotes that the respondent is at low risk and vice-versa.5% information was used Var2 – 21.05 + 3. Y= -1.555(7) .976 (6) = -1.976 (Brand) Eg: Price – Rs 15 Quality – 7 out of 10 (rating) Brand – 6 out of 10 (rating) Y= -1. Canonical Discriminant Function Coefficients Function 1 Price . Hence the customer perception is favourable.555(Quality) ..086 Ashok Vishwakarma .
0 a 80.000 Unfav .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Unstandardized canonical discriminant functions evaluated at group means Classification Statistics Classification Processing Summary Processed 50 Excluded Missing or out-ofrange group codes 0 At least one missing discriminating variable 0 Used in Output 50 Prior Probabilities for Groups cust_percp Prior Cases Used in Analysis Unweighted Weighted Fav .500 39 39.500 11 11. hence there is Ashok Vishwakarma . 8 are unfavourable and out of 11 unfavourable respondents 2 are favourable.000 Total 1.000 50 50. INTERPRETATION: This table shows the final result wherein.5 20.0% of original grouped cases correctly classified.2 81.000 Classification Results(a) cust_perc p Predicted Group Membership Fav unfav Total Original Count Fav 31 8 39 unfav 2 9 11 % Fav 79. out of 39 favourable respondents.0 unfav 18.8 100.5 100.
6.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ approx. As per the survey conducted consumers majorly preferred antiseptic and beauty care soaps. under antiseptic soap Dettol soaps has noticeable demand in the market and it is widely consumed by the loyal consumers of antiseptic soaps. Lifebuoy was also receptive because of its durability whereas savlon was least durable among the three health soaps. According to the survey lifebuoy was mainly preferred by price conscious respondents. Basically people are using soap primarily for cleaning purpose then for germ protection and beauty care. FINDINGS AND RECOMMENDATIONS 42 | P a g e . 5. Their purchase decision was based on brand name alongwith the above mentioned factors. 11. 8. 58% of the respondents in the survey preferred dettol. 3. Many respondents said that the fragrance of soap and is usage (duration of using) should be increased. 24% of them preferred lifebuoy and only 18% of them preferred savlon in health and hygiene category. Savlon follows Dettol in terms of hygiene while lifebuoy was cited as an average soap in hygiene. Almost half of the total respondents stated that freshness and hygiene are the most important deciding factors followed by price. 4. That is why. 80% accuracy in the classification of groups. 9. . . fragrance and brand name while purchasing soap. 11. Ashok Vishwakarma . 43 | P a g e . 10.1 FINDINGS 1. 7. Savlon was the most expensive soap as compared to dettol and lifebuoy. Many respondents said that the price of the soap should be reduced. Majority of the consumers purchased soaps from their local kirana stores as they trusted them more. 2.
They did it in later stage which was of mere use. so efforts need to be taken to improve savlon’s durability and not increasing the price. Some of the respondents said that Dettol has more number of variants as compared to savlon and lifebuoy. although it generated lots of interest in the minds of consumer which made them try this 44 | P a g e . 6. Even though savlon has better healing capacity than dettol the company failed in its positioning. . The failure of savlon antiseptic did not let the savlon soap brand to come up and it hardly changed the perception of consumers. 11. The major difference cited by most of the respondents was that they trusted dettol for their family. 5. Thus company should had promoted the advantages of savlon rather than its features. 8. 7. 2. Lifebuoy is more preferred because of its price and durability. product but the absence of burning sensation miserably harmed the success of the product.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 11. in most of the kirana Ashok Vishwakarma . around 25% saw this soap in store but only half of them tried this soap and out of the remaining who heard of savlon soap from friends and family only 5% tried it. More investment should be made in the research and development of the soap as it can provide an USP to the brand and company as a whole. 12. More than 50% got information about savlon through advertising and also tried savlon soap. 13. Company should thrive on innovation and for this more number of variants should be introduced and if possible soap with combined attributes (health as well as beauty care) should be introduced which can attract consumers. To compete with a major brand. On comparision almost everybody said that dettol is much better than savlon and lifebuoy is somewhat better than savlon.2 RECOMMENDATIONS 1. 4. Savlon was positioned as first aid solution. 14. Promotion campaign of savlon was also not competitive enough. the company should position it firmly and savlon could have been positioned as the germ fighter with no pain or burns. 3. Company should increase the availability of the product.
taking ingredients such as aromatherapy oils and natural extracts to provide added functionality and consumer appeal. 46 | P a g e . Brand Name b. Spencer. Beauty care Any soap which achieves expertise in atleast two of the above mentioned three factors does very well in the Indian market. 12. Wilson. J&J were not expecting the counter attack of HUL and were also weak in their positioning which was a hurdle in their success. Bar soap producers are fighting back. New York: Times Books. CONCLUSION The soap industry in India has been under a change with the advancement of technology. Charles." Fortune 67 (1963). 13. Today soaps are being purchased on major 3 factors: a. J&J. "The Soap Wars: A Strategic Analysis. P&G. Anteseptic Quality c. .1 BIBLIOGRAPHY Claw. Alecia. From the survey conducted it can be concluded that even though savlon has better attributes than dettol it is unable to compete because of the exceptional strategies adopted by HUL. . eroded by liquid and gel cleansers for the increasingly popular shower toiletries sector. 45 | P a g e . The major players in soap industry – HUL. The History of Unilever: A Study in Economic Growth and Ashok Vishwakarma . The toilet soap sales are declining.Marketing Research Kothari – Research Methodology Swasy. Soap Opera: The Inside Story of Procter and Gamble. DATA SOURCES 13. etc are having a stiff competition to gain maximum market share.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ stores (which are the prime destinations of purchasing soaps for consumers) savlon soap was not available. 1993. Hair and Bush .
1 QUESTIONNAIRE 1.iffxpress. As you hear about the following brands what comes to your mind first? Savlon: ______________________________________________________ Dettol: ______________________________________________________ Lifebuoy:_____________________________________________________ 48 | P a g e . No. Person details: a.unilever. Which soap do you prefer? (Rank them) Ashok Vishwakarma . of Family members: _______________________________ 2.scribd..com/india/fmcg/overview/soaps/ http://www.aspx 14.com/doc/1G2-3401803910.naukrihub. Marital status:_____________________________________________ c. ANNEXURES 14. 1968. html http://www. New York: Praeger.jnjindia. 3 vols. The original edition was published in 2 vols.com/doc/18275319/Internship-Report-by-Nusrat-Omer http://www.e ncyclopedia. 13. 4. .com/2009/01/savlon-heals-withouthurting.html www. Name: __________________________Age:_______ Gender_______ Address:_____________________________________________ b.blogspot.scribd.com (Search Engine). London: Cassell.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Social Change.com/doc/21431229/Soap-Prgt-Mba-II http://www.2 WEBLIOGRAPHY http://www.pdf 47 | P a g e .nsf/0/83688E1B4D5787D480256 CC900631457 http://www. 1954.com/xpress/na/xhome.google.com/CPD_WoundCare. .com/brands/personalcarebrands/lifebuoy. http://marketingpractice. https://www. Currently which soap are you using and why? _______________________________________________________________ 3.
. Dettol __________ 2. Savlon __________ 3. (Savlon and Lifebuoy) (5= very similar and 1= not at all similar) (Only in coloured cells) SAVLON LIFEBUOY PRICE FRAGRANCE SIZE FRESHNESS PRICE FRAGRANCE SIZE FRESHNESS 49 | P a g e .Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ 1. What difference you think is there in both brands? (SAVLON and LIFEBUOY)___________________________________________________ 9. 8. Lifeboy __________ 5. To what extent is each of the following features an important consideration to you in selecting your soap? Features Extremely imp imp somewhat imp not at all imp Price [ ] [ ] [ ] [ ] Brand name [ ] [ ] [ ] [ ] Fragnance [ ] [ ] [ ] [ ] Hygiene [ ] [ ] [ ] [ ] Ashok Vishwakarma . Please rate for the similarity between two brands. What difference you think is there in both brands? (SAVLON and DETTOL) 7. Please rate for the similarity between two brands. (Savlon and Dettol) (5= very similar and 1= not at all similar) (Only in coloured cells) SAVLON DETTOL PRICE FRAGRANCE SIZE FRESHNESS PRICE FRAGRANCE SIZE FRESHNESS 6.
Newspaper. Are you satisfied with SAVLON soap? (If ‘YES’ answer Q13. 5= very bad) Dettol __________ Lifebuoy __________ Savlon __________ 12. What additional benefits do you seek in the soap? 18. What are your recommendations for savlon soap? Price: ______________________ Packaging: ______________________ Ashok Vishwakarma . What was the reason for your satisfaction? 14. Please rate the foll soap brands In hygiene (1. Please rate the foll brands in fragrance (1. . if ‘NO’ answer Q14. would you say that SAVLON is? (tickmark) Much better ______ Somewhat Better ______ About the same ______ Somewhat Worse ______ Much Worse ______ 16.Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Freshness [ ] [ ] [ ] [ ] Lather [ ] [ ] [ ] [ ] 10. 5= very bad) Dettol __________ Lifebuoy __________ Savlon __________ 11.V. Radio _________ Friends/ Family (word of mouth) _________ Saw it in store (counter promotion) _________ Other _________ 17. Compared to other soaps (such as Dettol and Lifebuoy) that are available. NO 13.) a. 15.T. What was the reason for your dissatisfaction? 50 | P a g e .5) (1 = very good. YES b. How do you get information about SAVLON? Advertising.5) (1 = very good.
Comparative study of Savlon soap with Dettol and Lifebuoy soap _____________________________________________________________________________________ Fragrance: ______________________ Brand Name ______________________ Any other: ______________________ 51 | P a g e Ashok Vishwakarma .