This action might not be possible to undo. Are you sure you want to continue?
1 INTRODUCTION Consumer preference is a vital factor of marketing management unless a marketing manager has the knowledge of the factors that affect consumers purchasing patterns. He cannot do his best. Consumer purchasing patters are likely to be influenced by demographic, economic, psychological and sociological factors. They must find out what consumers want and then translate these desires into meaningful technical language. Consumers typically describe what they want in terms of product benefits, functions, characteristics, performance criteria and even manufacturing procedure. A marketing manager must be aware of the reasons, why people buy a given a product in a shop or in a store. Since customers differ on their present and future buying requirements, a given market is a comple entity. Hence knowledge ol the buying behavior of detergent market segments helps marketers to identity groups, which represents the greatest sales potentials. !arket consists ol dealing with goods or services. The good produced or acquired for business may be consumers goods like cloth, shoes etc., properly speaking the term business should be reserved for the e change of goods and services undertaken continuously or at least recurrently. "on chromatography with !etrohm represents a robust, precise quantitative technique for the analysis of carbonate in a variety of different samples matrices that include washing powder #detergents$. "n recent years the cost of ion chromatography instruments has fallen
drastically and they now represent a cost effective and rapid alternative to titrimetric that are currently widely used for carbonate analysis. !odern fabric washing powders contain a number of chemical ingredients in various proportions, and use comple mi tures to reflect the demands of modern day living. They have to deliver high standards of cleaning, be safe towards people, fabrics and the environment. Carbonate present as sodium carbonate is a key component in washing powder, and the manufactures of such products require a simple yet reliable way of quantifying its presence to ensure that quality control tolerances arc maintained. The sodium component could also be determined with ion chromatography simply by using a different elucnl and separation column.
COMPOSITION OF WASHING POWDER &o two brands of washing powder have e actly the same composition, and the same brand in different countries may well have a different formulation. A washing powder is a mi ture of many different components. Surfactant The surfactant #short for surface active agent$ is a key ingredient of any washing powder, improving the welling ability of water as it loosens and dirt. The surfactant emulsifies and helps suspends soil in the water, preventing re'deposition. Surfactant molecules contain
hydrophilic " water soluble$ and a hydrophobic #water resistant$ part. Hy r!"#!$%c The hydrophobic end attaches to oil and surrounding this panicle to from micelles which dissolve in the water due to the attraction between He hydrophilic ends and the surrounding water. A particular detergent may contain more than one surface active agent and they are often by their ionic character in water. Anionic detergents are pitied by alkyl sulphonates. which ionic)e in water to product a large anion. Cationic surface active agents produce a large action, but in reality are used less in detergents. *ften they are quaternary ammonium compounds or fatty acid amide derivates. &on ionic detergents generally consist of condensation product of alcohols or phenols with ethylene o ide. The builder in washing powder enhances the effect surfactant by deactivating calcium and management ions which would otherwise use up the surfactant molecules. +uilders are water softeners and v,ork by eomple ation #e.g., sodium tnpolyhosphate or nitriloacetic acid$. precipitation #eg, sodium carbonate$ or ion e change #eg, -eolites$. most of them produce alkaline solutions which aids the cleaning as most detergents work effectively around pi %%/' 0%. The most common builders used today are synthetic -eolites,which are solid ion e changers that trap the divalent ions inside the solid particles. 1illers are materials added to washing powder to alter their physical properties'like making the powder more free flowing #as
is the case of sodium sulphate$, or to lower the free-ing point #as for alcohols and liquid detergent$.
&'(ac#() +leaches #often sodium perborate$ are added to bleach stains that are not easily removed by washing, but these work effectively only at temperatures above 3/C temperature at which the bleach operates. 1.* IMPORTANCE OF THE STUDY The study of consumer behavior becomes indispensable as the success of failure of product depends upon the consumer. The washing powder market today is very competitive. This widespread competition results in continuing changes bee a use a large4 sum of more is spend by companies, in research and development. " hey account lor changes in consumer behaviour. The companies which learn to give more preference for likes and dislikes of customer alone will succeed. Therefore an attempt has been made by the research to know the consumer preference, awareness regarding brand, price, quality, quantity, advertisement and satisfaction level with regard to the usage of various washing powder The findings of the study will ultimately reveal the reasons for which certain brands are preferred by various consumers. 1.+ SCOPE OF THE STUDY
"n order to know the details about customers6 preferences of washing powder in 7!A&&88A9Al TA:. The may not be in touch with their deeper motivation. packages etc. and also knows the reasons for brand preferences. price.. >heel taken up for this study. +ut knowing consumer is never simple. >hat are the reasons for brand preferences of washing powder. >hat makes them to select a particular brand? @ ..<7 This study makes an attempt to analy-e the various factors influencing consumer in purchase of washing powder. Tide. si of them namely Surf fc cel. advertisement. This confirms that the selection of product involves numerous issues. 1. Henko. preferences and shopping and buying behaviour. Ariel. <in. etc. quantity. That is the knowledge ability of consumer about the various products attributes like price. gender and other characteristics of the brands of washing powder available in :he market. Consumer preference various from brand to brand on the basic of quality. perceptions. (. They may respond to inferences that change their mind at the last minute.. %. STATEMENT OF THF PRO&-EM =oods are product for the purpose of consumption The future of marketing organi-ation depends on the consumer preference The aim of marketing is to meet and satisfy target consumers meets wants. consumer preference also varies with their income. age.
2. >hat are the impact of personal and demographic background of the customers on their preference. To analyses and "nterpretation of consumer behaviour of washing powder brand.1 HYPOTHESIS OF THE STUDY The following are the important hypothesis of the study4 %. (. 1.<.2.. To discuss the reasons for the preference of washing powder available in "ndia. These issues for a scientific investigation.2 RESEARCH METTIOD-OGY An intensive study has been made on the consumers preference of washing powder users in users in !A&A88A9A" TA:. (. Hence this. O&/ECTI0ES OF THE STUDY The following are important of the study4 %. 3 . There is no significant relationship between the purposes tor using the washing powder. 1. 1. There is no relationship between the various brands of washing powder and the preference factors. To analyses the profile of various washing powder. this will lead to understand this present research study.
every item of the universe has an equal chance of inclusion in the sample. opinion about purchase details. media influence of the respondents. kulathuram patty. opinion about lice gifts and satisfaction level etc. $3 Sa5"'%n6 D()%6n4Convenience 9andom sampling method is used to collect the data regarding the consumer6s preference for washing powder. Amayaporam patty.nder this sampling design. product manuals Aournals and websites. and !anAam patty in !anapparai Taluk. . Thoppu patty. usage level. Secondary data was collected from the various books. B . c3 Sa5"'( )%7(4The data was collected from a sample of %// respondents residing in the areas like Theern patty. 8rimary data was collection by using the questionnaire and the details discussion with the respondents. 3 C!''(ct%!n !f Data4A well structured questionnaire was prepared for the purpose of collection of data.. The questionnaire includes personal background information of the consumers.a3 S!urc( !f Data4To analyses the consumer preference for washing powders both primary and secondary data were used. purchasing pattern.
8 ANA-YSIS OF DATA The collected data were analyses with the help of a statistical 8ackage for Social Sciences #S8SS$ version %3.The methodology followed for this study is simple and straight forward. in stage "". 1. The respondents were selected suing convenience random sampling method. the test of *naway analysis of variance was conducted to scrutini-e the differences in the level of consumer preferences based on personal and demographic background of the respondent. :C :"!"TAT"*&S *1 THD ST. (. 1or the purpose of the study. The important factors which determine the consumer preference for washing powder is taken up for the study. The collected data were interpreted through statistical tools and indicate bar diagram and graphs tor better and clear understanding. The field survey technique was adopted for the collection of data. "n stage ". frequency tables were presented which shows the possession of various brands and cross classification was also e amined by compared the personal and demographic background with the level of customer preferences. 1inally. The analysis is carried out and the findings were arriving on the basis of response given G . There may also be other subsidiary factors.EF The following are the important limitations are4' %. The analysis was done at two different stages. selected brands have taken in to consideration. The study is limited to the consumers of !anapparai Taluk only 2.
5. CHAPTER I0 Analysis and interpretation of data relating to consumer preferences of washing powder were e plained in chapter "H CHAPTER 0 The fifth chapter ends with summary of findings. CHAPTER II The second chapter deals with profiles of the brands of washing powder in "ndia. 1. *bAectives. CHAPTER III The third chapter deals with the +uyer behaviour' A conceptual framework.19 CHAPTER )c#(5( This study has been designed and presented in the following chapters such as. significance. analysts. Statements of the problem. scope. only few statistical tools are applied for this study. suggestion and conclusion. Eue to the time constrain. C . among the huge washing powder users. of the data the limitations of the study. !ethodology. CHA8TD9 % The first chapter deals with the 9esearch design which includes introduction.by only C/ respondents.
Eetergent may also be sold in pellets in some brands *f :aundry ball.CHAPTER . although %/ . so as to eliminate the need to measure soap for each load of laundry "n some countries where washing clothes by hand is more popular. detergent bars are more popular 9ecently environmentally friendly detergents have e perienced a surge in popularity.II PROFI-E OF WASHING POWDER &RANDS IN INDIA :aundry detergent has traditionally been a powdered or solid granular but the use of liquid laundry detergents has gradually increased over the years and the popularity of liquid detergent now rivals that of solid detergent. Some brands also manufacture laundry soap in tablets and dissolvable packets.
such as blood and grass marks that may be present on the fabrics. as masking any unpleasant prod ours from the wash water. %% . thus making it easier for the other ingredients present in the washing powder to lift the dirt away from the clothing. A corrosion inhibitor tide sodium silicate is added to reduce corrosion of the appliance surfaces. Dn-ymes are added to biological detergents as catalysts to help break down biological stains. and give the washed garments a distinctive aroma in character with the product. particularly when detergent is drained to waste Colorants and fragrances are added to improve the appearance of the washing powder. and is incorporated into washing powder to protect the metal parts and finishes inside the washing machine. Their function is to offset the following of white cottons and linens by absorbing ultraviolet light reflected by the surface to give a 6white6. typically these are quaternary ammonium compounds. 1abric softeners impart softness to the human touch of controlling the amount of static electuary that is present in washed article.many others do not contain detergent Soap substitute plants are also used as laundry detergents T#( f!''!:%n6 5%n!r c!5"!n(nt) %n :a)#%n6 "!: (r *ptical brighteners are organic molecules that are added to the detergent as a result of their fluorescent properties to create a visual whitening effect. An antifoams agent may be added to reduce the amount of foam product. Softeners also reduce the amount of water rename after the spin dry cycle and so less energy is required to dry the clothes after washing.
ammonia is added followeo by carbon dio ide' resulting in the precipitation of sodium hydrogen carbonate that decomposes to sodium carbonate when elevated to a temperature of %B@C. making it more efficient to transport.nited <ingdom.Manufactur( !f )! %u5 car$!nat( o Sodium carbonate is used by many different industries as a raw material and appro imately one million tones is product each year in the . "ndustrially sodium. light ash #a Tine powder$ and heavy ash which has bigger particle si-e and is denser. %( . (&aC"ICaC/2J&a(C/2ICaC"( The Solvay process does not occur directly as written in the reaction above. The ammonia is recovered by treating the ammonium chlorides solution with calcium hydro ide slurry. also being known as the ammonia'soda process. carbonate is referred to as soda ash and is produced in two grades. To a solution of bnne #sodium chloride in water$. but rather consists of a series of five individual reactions and several intermediate compounds. Sodium carbonate #&a(C/2$ is produced from sodium chloride #&aC"$ and calcium carbonate #CaCo2$ via the Solvay process. Sodium carbonate is manufactured using the Solvay process dating from the late nineteenth century.
Chromatography is a method for separating of substances using two phases. The decahydrate form known as washing soda. The benefit of softened water is that it provides real cost savings in terms of service. it may be used as a water softener and it is also used to raise the pH of the detergent as other ingredients that are present in the washing powder #particularly$ tend to work better at elevated pHs. and more washing powder is required for washing as the hard water forms a scum with calcium or magnesium compounds formed with the detergent. The whole process forms hydrates4 anhydrous sodium carbonate is known as soda ash. W#at %) %!n c#r!5at!6ra"#y. maintenance and replacement of washing machines e tending their lifespan. R!'( !f car$!nat( %n :a)#%n6 "!: (r The role of sodium carbonate in in washing powder is crucial. Hard water tends to fur pipes as a result of the carbonate formed during heating. %2 . as well as reducing the cleaning time required and leaving the laundry looking brighter. "t is estimate that softened water saves about @/K on washing powder consumption. Sodium carbonate softened the water by precipitating insoluble calium or magnesium carbonate. one of which is stationary and the other mobile moving in a particular direction.
it is not possible to work with chemical suppression as the carbonate would be converted to the acid form by the %5 . 1or anion chromatography these are quaternary ammonium groups "n theory ions with the same charge can be e changed completed reversibly between the two phases. Eirect ion chromatography. The side to which the equilibrium lies depends on the affinity of the participating ions to the functional groups of the stationary phases. Chromatography techniques are divided up according to the physical states of the two participating phases The term ion e change chromatography or ion chromatography #"C$ is a subdivision of high performance liquid chromatography #H8:C$ A general definition of ion chromatography can be applied as follows4 7ton chromatography includes all rapid liquid chromatography separations of ions in columns could online with detection and quantification in a flow'through detector7 A stoichiometric chemical reaction occurs between ions in a solutions and a solid substance carrying functional groups that can via ions as a result of electrostatic forces. The process of ion e change leads to a condition of equilibrium. 1or analysis of carbonate using ion chromatography.
The diluted sample was inAected into the !elrhmB3% Compact "C through a 98 sample preparation cartridge. M(t#! f!r t#( (t(r5%nat%!n !f car$!nat( %n :a)#%n6 "!: (r (@mg of the direct analytical sample was weighed accurately into a %//ml volumetric flask before being diluted up to the mark deionised water./%C$ . to aid homogeneity of the sample as well as removing carbon dio ide. and the response for the peaks recorded using an eluent of 8' hydro yben-oic with the !etrohm Super Sepanalytical column %@ . should an anion with a higher equivalent ionic conductivity appear in the detector cell. very high demands are placed on the conductivity large in comparison with the measured *f prime importance for electronic suppression os the constancy of the background.suppressor and no peak observe "n ion chromatography without chemical suppression #direct ion chromatography. The sample was sonicated for a period of ten minutes in an ultrasonic bath. and as conductivity is e tremely temperature a good temperature constancy of the eluent flowing in the detector measunng cell is required #L/. "n direct anion determinations salts of ben-oic acid are offer employed as "hese have a low equivalent ionic conductivity Thus. the conductivity will increase and a positive peak will be observed and recorded by the data acquisition software.
$ conductivity detector. two channel peristaltic pump#optional not required for carbonate analysis$ suppressor module #optional not required for carbonate analysis. The calculation was carried out automatically using integration software "C &et ( ( against a previously prepared calibration plot There are no e ternal displays or switches on the instrument. This outstanding temperature stability reduces interference and allows e act conductivity measurements. fluent as well as a data recording and processing module. electromagnetic inAection value. . All the components that come into contact with the eluent and sample are metal free. all the hardware is fully controlled via a single 9S(2( connection between the "C and the 8C All the instrument parameters can be called upon with a click of the mouse The B3% Compact "C comprises a low'pulsation dual'piston pump pulsation dampener. The detector is the heart of every ion chromatograph !elrohm says its detectors temperature varies by less than / M%C and can be optimally adapted to the ambient conditions.
to answer the constantly changing washing needs of the "ndian homemaker Today Surf D cel offers outstanding stain removal ability on a wide range of stains. "t6s important to use a detergent formulated specially for your washing machine. which could cause harm to your machine.sing ordinary detergent in your front load machine can actually be causing damage to your machine. *rdinary detergents create more foam. Surf e cel has constantly upgraded itself over the years. "t is a significant benefit.*.* Wa)#%n6 "!: (r a<a%'a$'( %n In %a A. like Surf D cel !atic 1ront :oad. %B . F(atur() !f Surf E=c(' Wa)#%n6 P!: (r >%3 Surf E=c(' Mat%c Fr!nt -!a "f you own a front load washing machine. Surf D cel quick wash is powered with a path'breaking technology' it reduces water consumption and time taken for rinsing by @/K. This means that mothers now have the freedom to let their kids e perience without worrying about stains. given the acute water scarcity in most of "ndia. Surf E=c(' A pioneer in the "ndian detergent powder market. >%%3 Ta?%n6 car( !f y!ur 5ac#%n(@ .
Surf D cel !astic 1ront :oad detergent has a low'foam formula. "t delivers little feel good moments when it comes to laundry ' gems of sensory pleasure that make the process and end result more enAoyable. . >%<3 &r%6#t(n%n6 u" t#( 'aun ry A generous. big hearted brand that always looks on the bright side ' Surf believes in giving you more than Aust cleaning. which not only removes tough stains from your clothes.>%%%3 Surf E=c(' Mat%cA) '!: f!a5 f!r5u'a. but also takes care of your washing machine.
><%3 Inn!<at%!n) Surf introduces innovations that challenge laundry conventions. ><%%3 S5a'' B M%6#ty 1irst to market with a three times more concentrated detergent Small N !ighty disrupted the usual monotony of laundry with a completely new product and distinctive. waste and vehicles to transport them "t has proved a huge hit with customers ><%t%3 Surf -%5%t( E %t%!n <ar%ant) Surf wants to wake up the laundry aisle with e citing limited edition variantsO =iving consumers novel new fragrances that will lift their mood and make them smileO &. >ithout paying over the odds This is a brand that finds clever ways to give you more than you would e pect. >e believe that by giving consumers more than what they would e pect out of a laundry detergent. we help bnghten up their day. R%n %C . but it doesn t stop there Surf gives multi'sensory satisfaction ' the suds the fragrance. the freshness the colors. modern.><3 Surf !ff(r) y!u )! 5uc# 5!r( Dvery bit as good as more e pensive brands for your everyday wash. the feel. eye'catching bottles that require half the packaging. the clean.
The "ndian fabric wash market is estimated to he amount 9s@.3 millions tones. 9in6s new innovation allows %//'per cent dissolution and thereby enhanced whiteness7 8riced at 9s5@. it announced the launch of new 9in powder with in a unique double whiteness proposition . 9elishing the criticality of whiteness tor every "ndian housewife. *ur research indicated that more than (@ per cent of consumers rates detergents based on its ability to deliver whiteness.nilever. SanAay +elli. 9s(/ on the @//gm pack. says4 7H:: believes in superior quality products.nlike other detergent powders that contain a mud like ingredients the all'new 9in powder dissolves thoroughly in water. >hile other detergent powders do not dissolve completely in water. 9sl* on the (@/'gm pack and 9sl on ihe (@'gm sachet. This path breaking innovation is patented by . 9in bar was the first'ever detergent bar launched in "ndia. H::6s marketing manager for the fabric wash division. but leave behind a mud like residue. the all'new 9in powder is now available. at a special introductory offer price of 9s5( on the "'kg pack. H:: has addressed their need by launching the all new 9in powder gives double the whiteness. A recent survey on habits and attitudes of consumers revealed that maintaining whiteness of clothes is the second most important consumer problem. "t was the market leader for nearly (/ years with practically .Hindustan lever :td. Since its inception. *ther pack prices are 9sG/ on (' kg pack. a market leader in the consumer goods segment in "ndia. B// crore with a volume turnover of (. 9in has always been a brand that stands whiteness.
Ar%(' #i$ is Ariel is a marketing line of laundry detergents made by 8rocter N =amble "t the flagship brand in 8rocter N =amble6s Duropean. a suitable low'suds variant was launched in the early %CB/s The mid'eighties saw the range e panding to encompass liquid detergent and compact powder. which was seen to damage clothes. the compact version disappeared "n (//2. 8eruvian.no competition till about %CGB. #ii$ The compact powder was originally known as 7Ariel . !e ican. Together with its tour variants'9in Shakti powder. 9in supreme powder and 9in supreme bar'the 9in +rand alone has a turnover of nearly 9sB// crore. "" was a high siding powder designed for twin'tub and top'loading washing machines >ith the rise in popularity of automatic front'loading washing machines. 9in Shakti bar. and Hene-uelan portfolios Ariel first appeared on the . it is the second largest brand in H::6s detergent ponfolio. (% . 0apanese.ltra7 and was subsequently reformulated into the nineties as 6 Anel 1utur76 This was possibly in response to . >ith a value share of %(.nilever6s launch of the ultimately doomed 78ersil 8ower7. +ra-ilian. Turkish. so when the tablet variant appeared in 0uly %CCC. 1ilipino. C.<. Compact powders never proved popular in the .< market circa %C@G and was the first detergent with stain removing en-ymes.2 per cent laundry market.
a biological bleach Tree product to protect colours4 automatic powder. D cel and liquate form "n (//3. Ariel Colour and Slyle. "n *ctober (//G. tablet. biological with bleach for whites automatic #low suds$ powder liquid. without en-ymes supposedly protecting sensitive skin$4 automatic powder. tablets. #iii$ Ariel is available in powder. tablets liquid and . and liquitabs. Ariel launched their new D cel =el product which can be used in temperatures as low as %@ degrees celsius This producl was launched under Ariel6s 7cold is the new hot6 campaign >%<3 Pr! uct ran6( Ariel +iological. ( concentrated 8ower liquid. to allow consumers to be able to do their laundry on a quick wash cycle. Ariel Sensitive Pformerly known as Ariel &on +io. ( concentrated 8ower liquid. liquid.Ariel brought out its quick wash action to its detergents. D cel=el and liquitabs. liquid. ( concentrated 8ower liquid D cel =el tablets. Ariel started its 7turn to 2/7 campaign to inspire consumers to wash in cool water so that energy can be saved Ariel launched a concentrated version of their liquid detergents named Ariel 8ower m the spring of (//G.
liquitabs Ariel +iological with 1ebre-e as Ariel biological but with the added freshness of 1ebre-e. ( concentrated 8ower liquid. D cel =el and liquitabs Artel Stain 8en4 a stain pre'treatment product. *perates in business areas of :aundry. grease'cutting formula effective on tough. 1ormulated to immediately start dissolving even in cold water. Available as automatic powder tablets liquid. Cosmetics. !anufactures Henko Eetergent 8ower with !achine Care Henkel "ndia :td. a product to take on holiday. Home Care. The Henko Eetergent 8ower with !achine Care is used for consumers using a washing machine to clean the laundry "t contains effective foam depressors for easy tumbling of laundry. to launder small quantities of clothes D. "t also protects the washing machine High'powered. Ariel Handwash4 twin'tub powder also refers to a high'suds version of liquid sold in smaller bottle. And a super'soluble detergent means virtually residue'free clothes Helps keep whites white and colors bright >%%3 Pr! uct S"(c%f%cat%!n) (2 . greasy food stains. Toiletries and Hair Care. H(n?! Henkel "ndia :td. sold at a premium price to standard Ariel.
!orocco and other countries. "t is manufactured by 8rocter N . SH*8QD.S E.S :abel4 SH*8QD. T% ( >&ran 3 #i$ Tide is the name of a popular laundry detergent on the market in Canada The .nited States. High'powered.S Studio SH*8QD.S :abel 4 SH*8QD. grease'cutting formula Dffective on tough greasy food stains 1ormulated to immediately start dissolving even in cold water Super'soluble detergent f 9esidue'free clothes Helps keep whites white and colors bright +rand 4 SH*8(D.S 8roduct =roup <itchen 8roduct Type &ame 4 <"TCHD& +rand SH*8QD.S r 8roduct =roup 4 <itchen 8ublisher SH*8QD.S !anufacturer.
Currently. The original logo was designer. Tide was white powdered bead +ut the brand line was later e panded to include an orange'tinted clear liquid form in %CG5 #ii$ Today most formulations of liquid Tide are dark blue with the e ception of Tide 1ree. the Tide brand is given to over half a do-en powders and liquid detergents in the .ltra Tide 1irst introduced in test markets in %C53 with national distribution reached in %C5C. as well as the competition from 9mso The latter two were soap powders and flakes. Tide Cold water. An addition to the Tide 1amily. dwarfing the sales of other pig products. it was branded. which is clear. was formulated to tackle stains while saving energy because it does not require hot of even warm water Tide is recogni-ed for its distinctive orange'and'yellow bulls eye logo.=amble Tide is marketed under various sub'brands. +ut it was rebranded as Tide laler on it originally. Tide was voted as 7America6s >ashday 1avorite6 "t quickly gained dominance in the detergent market. "n the late si ties and early seventies. As 7Tide R<7 #The standing for e tra Cleaning$. such as "vory Snow.nited Sales alone "n (//3 the development of Tide was designated an ACS &ational Historical Chemical :andmark in recognition of its significance as the first heavy'duty synthetic detergent TRADITIONA. Tide was the first produce to be nationally packaged using 7Eay'=lo colours. such as ( . strikingly eye' catching when first introduced the logo people see today has been slightly modified for the products fiftieth anniversary in %CC3.POWDER IN TIDE Tide coldwater powder Tide free powder Tide powder (@ .
FRAMEWORC INTRODUCTION4 The study of consumer behavior as a distinct field of marketing can be traced to the late %C@/6s and early %/K is when doing business with consumers began to center on a philosophy known today as the marketing concept with the widespread acceptance of marketing concept and its consumer orientation came the need to investigate more lalh human behavior. . Tide with +leach powder Tide with Eawn Stain scrubbers powder Tide with 1ebre-e freshness powder Tide with a touch of downy powder HIGH EFFICIENCY POWDER IN TIDE Tide HD powder Tide HD with a Touch of E*>&F powder CHAPTER-III CONSUMER &EHA0IOUR .A CONCEPTUA. specially consumer behavior.
!an is a social animal. Consumer is the kingS He stresses the importance of the consumers as follows4' MFANING AND DEFINITION OF CONSUMER &EHA0IOR (B . Through the satisfaction of human wants.nderstand the behavior of human beings in response to the stimuli to which they are subAected7. MEAN INC AND DEFIN IT ION OF CONSUMER The consumer is not an individual al all but a whole family the mother who makes the purpose. "n the concept of consumer satisfaction. The father who pays the bill and the children who Audge the product and so on. there are short run consumer satisfaction and long run consumer satisfaction Anshcii and +arker say7 The end of the marketing activities is the satisfaction of human wants7. needs and wants. 7Consumers are people families and other kinds of households who buy and use products and services in order in to satisfy' their personal needs and wants7. He has many desires. The great quest of the marketing management is to 7. profiles are rewarded to the business and the reward is inducement for marketing. All his actions and activities are directed that is one ultimate purpose or obAective that is the satisfaction of his wants. *ne must understand buyer behavior because marketing success or failure depends on target consumers. According to paulin.
Aobbers and retailers. kollot. and whoever wins the confidence of the consumer wins the day. is a social movement seeking to augment the right and power ol buyers is in relation to sellers7.The behavior of the consumer is not static one. +lacwcll and Eavid ". Dngel 9oger E. 7>e may talk as long as we please about manufactures. Adam Smith stated 7Consumption is the sole end and purpose of all productions7. including the decision processes that processes and determine these acts7. whoever wins the confidence of the consumer wins the clay. Consumer behavior is the acts of individuals in obtaining and using goods and a service. CONSUMERISM 8hilip kotler says that 7Consumerism is not limited to organi-ed efforts only but. According to 0ames =. All the behavior of human beings during the purchase ma. 8eter 1. he termed a 7buyer behavior7. what the consumer thinks he is buying. The decision of consumer makes and unmakes the manulacturers. and who ever loses it is lost7. the marketing manager has to concentrate his attention towards the consumers and behavior. "t varies from place to place. . whole sales and retailers. Erucker was apt in saying it is the consumer who determines that a +usiness is. Hence. but in the last analysis the consumer is king.
FACTORS INF-IENCING CONSUMER &EHA0IOR A buyer purchase decisions are influenced 8rimary Cultural lb$ Social LC$ 8ersonal #E$ 8sychological factors. Subculture. how and from whom to purchase goods and services van the or the buyer6s behavior7.FACTORS Cultural factors e ert the brocades and deepest influence on consumer behavior "t in dudes buyers. " his dose not means that all human behavior is consumption oriented. cultural. when. interpersonal and individual factors. what. These factors are non controllable by the marketers. a3 Cu'tur( (C . 7Consumer behavior is a subset of human behavior. Human behavior refers to the total process by which individuals interact their environmentS6. interpersonal and individual asepsis like economic. #A$ CU-TURA. but they cannot ignore their effects on the consumer preferences. Consumer behaves or responds to stimulus called stimuli on basis of factors economic. and Social Class.7The process whereby individuals decide whether. cultural.
v. customs. iv. more of our behavior determined by culture our cultural institutions provide guidelines to marketers. !arketing strategic can be developed for each culture separately. "t refers to a set of beliefs. . :eisure time Health Fouth fullness "nformality Subculture Dach culture contains smaller groups or subculture that provide more specific identification and sociali-ation for its members. habits etc. iii. Today6s maAor cultural themes are4 i.. %%3 R('%6%!u) 6r!u")4 The religious group subcultures with specific preferences and taboos. attitudes. values.Culture is also an important factors or determinant which influences the consumer behavior. ii. Tour type of subculture groups are4 %3 Nat%!na' Gr!u")4 &ational groups are found within large communities are e hibit distinct ethnic tastes and pro imities.
interests and behaviors.pper lowers #2@ percent$ :ower lowers #(/ percent$ >&3 SOCIA. income.>%%%3 Rac%a' 6r!u")4 The blacks and *rientals have distinct culture styles and attitudes. and other variables. wealth. >%<3 G(!6ra"#%ca' ar(a)4 The characteristic life style differs >c3 S!c%a' c'a))4 Social classes are relatively homogeneous and enduring divisions in a society which are hierarchically ordered and whose members share similar values. such as the 2% . education.pper middle #%( percent$ :ower middles #2/ percent$ . Social Scientists have identified the si social classes. Social class is not indicated by a single factor such as income.FACTORS A consumer6s behaviours is also influenced by social factors.ppers # less than % percent$ :ower uppers #about ( percent$ . but is measured as a combination of occupation. .
style. c3 R!'() an )tatu)()4 9ole consists of the activities a person is e pected to perform according to the persons around his or her. and roles and statuses. '3 R(f(r(nc( 6r!u")4 A person6s reference groups consist of all the group that have a direct or indirect influence on the person6s attitude or behaviour 9eference =roup influence is seen in brand prefunded and brand choose. notably the buyer6s age and lifecycle stage. >C3 PERSONA. Dach role carries status reflecting the general hsteem accorded to it by society. They eat baby . life. occupation. and personality and Self'concepts a$ A6( an '%f(-cyc'( )ta6(4- Scope change the goods and service they buy over their lifetimes.consumer6s reference groups. family. Dconomic.FACTORS4 A buyer6s decision arc also influenced by personal outward characteristics. $3 Fa5%'yD !ember of the buyers family can e ercise a strong influence on the +uyer6s behaviour marketers are interested in the relatives influence of The husband. circumstance. children and parents on the purchase of a large variety of 8roduct and service. wife.
and occupation may lead quite different lifestyles. c3 Ec!n!5%c c%rcu5)tanc()4 A person6s economic circumstances will greatly effect product choice. social. savings and Assets. 3 -%f( )ty'( "(r)!na'%ty 8eople coming from the same subculture. and Special diets in the later years. most foods in the growing and nature years. personal. and attitude towards spending versus saving.food in the early years. 8eople taste in clothes. 8eople6s economic circumstances consist of their spend able income. interest. " lifestyle portrays the 7>hole 22 . a person6s buyer behaviour is the result of the compels interplay of All these. and opinions.nderstanding the particular consumers and in trying id influence them. Consumption is shaped by the stage of the family life Cycle. and recreation "s also age related. furniture. borrowing power. Thus. cultural. but they are useful in identifying and . $3 Occu"at%!n4 A person6s occupation has a direct on his choice of goods and Service marketers try to identify6 the occupational groups that have above average interest in the product and service. A person6s lifestyle is the person6s pattern of living in the word as e pressed in the person6s activities. social class. and psychological factors many of these 1actors cannot be controlled by marketers.
>hich self will she try satisfy6 in choosing a computer. see herself as highly accomplished and deserving the best. "t arises because of unsatisfied human needs. self concept theory has had a mi ed record of success in predicting consumer responses to brand images. D3 PSYCHO-OGICA. "f the "+! laptop computer is promoted and priced for those who want the best.FACTORS a3 M!t%<at%!n !otivation is the inner state that activates or moves people towards goals. wands and desires. :inda brown maT. . then its brand image will match the target market6s self image. in which case she will favor a computer that proAects the same qualities. "t leads to differences in behavioural pattern of individual in satisfying their goals and needs.6 +ecause it is difficult to answer this question.person7 interacting with his or her environment. "t is possible that :inda6s actual self concept differs from her ideal sell concept and from her others self concept. a3 S('f c!nc("t) 8ersonality is a person6s self'concept.
esteem needs. cues.According to !aslow. 8eople will try to satisfy their most important needs first when a person succeeds in satisfying important needs. safet$ needs. stimuli. teasing. social needs. responses and reinforcement. 2@ . human needs are classified into live levels MASEOWS HIERARCHY OF MEEDS "n their order of importance. "t is process by which an individual receives and interprets the incoming stimuli through fire sense by seeing. !arketers need to understand the need clause in which product their product tails and they have to pursue with their activities keeping this in mind. touching. " earning theorist believe that learning is produced through the interplay of drives. tasting e perience and advertisement Therefore. b$ -(arn%n6 :earning involves changes in an individual6s behaviour arising from e perience !ost human behaviour leaned. it is suggested that marketers should advertise and present product in and impressive way so that consumers arc well convinced. a$ P(rc("t%!n 8erception shapes the behaviour of an individual. and self actuali-ation needs. they need will cease being a current motivation and the person will try satisfying the ne t most important need. they are physiological needs.
c$ &('%(f) an Att%tu () The marketer should keep in mind the beliefs and attitudes of target group and he should concentrate in removing any negative set up through effective marketing strategies. Therefore. STACCS IN THE &UYER DECISION PROCESS 7&othing is more difficult and. The obAective of marketing effort is to make the e change process complete. preferences and shopping and buying behaviour. As we have seen earlier. it is vital for the marketers to study their target customers6 want. "t is for this reason that the marketers are bound %/ have a full knowledge of the consumer buying decision process. The consumer passes through five stages in buying a product. is quoted to be the words of &apoleon. The is apply true in the case of consumer look. than to be able to decide7. They are4 8roblem recognition "nformation search Dvaluation of alternatives 8urchase Eecision and . The decision of the marketer and the decision of the consumer. it is the matching of two decision processes. "n essence. more precious. perception. therefore.
nfortunately. some further or very active search for information bearing on the need. The factors include attitudes of others 2B . %<3 Purc#a)( D(c%)%!n4 The consumer will buy the most preferred but factors can come between the purchase intention and purchase decision. . "f the consumer6s drive is strong and a well'defined gratification *bAect is near at hand4 the consumer is likely to buy if then. The consumer may undertake no further search. there is no simple and single evaluation process used by all consumers. %%3 In T!r 5a >%!n )(arc# 3 An around consumer may not search for more information. or even by one consumer in all buying situation. 8ost purchase behaviour &UYING DECISION PROCESS %3 Pr!$'(5 R(c!6n%t%!n4The buying process starts with buyer recogni-ing a problem or need. " he problem senses a difference between his or her actual state and u desired state. %%%3 E<a'uat%!n !f A't(rnat%<()4 The marketer needs to know how the consumer processes information to arrive at brand choice. The need can be by internal or e ternal stimuli.
Therefore in buying something. <3 P!)t "urc#a)( $(#a<%!ur)4 After purchasing the product. At the first sage. The marketer6s Aob is to understand the buyers behaviour at each stage and the influences that are operating. simple frequency tables were used to present the personal details. opinion about purchase details. but continues into the purchase period.and purchase probability. opinion about promotional activities and . The analysis was done of two different stages. This understanding allows the marketer to develop a Significant and effective marketing program for the target market. The marketer6s Aob does not end when the 8roduct is bought. The consumer will also engage in post purchase Action of interest to the marketer. CHAPTER E I0 ANA-YSIS AND INTERPRETATION OF CONSUMER PREFERENCE FOR 0ARIOUS &RAND OF WASHING POWDER IN MANAPARAI >TC3@ TRICHY >DT3 The chapter is an analysis an analysis of the consumer preference for washing power. the consumer will e perience some level of Satisfaction or dissatisfaction. the buyer goes through a decision process.
the chi'Square test were applied to find out significant different for the purpose for using the washing poser of the respondents. R( test is applied in the study to find out whether there is significant difference in the purpose for using the washing powder of the respondents. At the second stage. C#%-SFuar( t()t The chi'square test one of the simplest and most widely used non'parametric tests in statistical work. of respondents % 2@ ( (@ 2 %C 5 %( @ C the purpose for using the washing D pected frequency U U (/. Nu'' #y"!t#()%) >H!3 There is no significant difference in powder of the respondents. Calculation of R( VTest 2C . &o &o. The quantity chi'square describes the magnitudes of the discrepancy between theory and observation.preference for the product.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.