A study to suggest a facelift strategy and

thereby improving the market share of

GODREJ PROTEKT

Submitted by:

Abhishek Jindal 3B
Ayaz Khatri 13B
Meenal Banga 25B
Raina Guha 36B
Sourav Chakraborty 51B
Under the guidance of:

Dr. Sanjay Rastogi

Associate Professor

INDIAN INSTITUTE OF FOREIGN TRADE, DELHI

Delhi

Contents
1. Introduction/Background to the research.....1
2. Literature Review......1
3. Typical Handwash Buyer...........1
4. Management Decision Problem....1
5. Research Problem.1
6. Research Objective...1
7. Scope of the Project..2
8. Research Design..2
- Research Methodology......2
- Target Size2
- Sample Size...2
- Sampling Technique..2
9. Respondents Profile..3
a. Age & Occupation...3
b. Products ever used for washing hands.......4
c. Annual Income......4
10. Research Objective R1.5
- Liquid Handwash Usage6
- Key Purchase Decision Influencers....7
- Liquid Handwash Usage Occasions8
11. Research Objective R2..10
- Multi Dimensional Scaling... ...10
12. Research Objective R3..12
- Discriminant Analysis....12
13. Research Objective R4.14
- Factor Analysis......14
14. Conclusion...19
Appendix...19
- Questionnaire....20-26

1. Introduction/ Background to the research

Godrej Consumer Products Ltd (GCPL) is a major player in the Indian FMCG market, with
leading Household and Personal Care Products. Its products like Good night, Godrej No.1 and
Godrej hair dye are leaders in their respective categories. But its venture into hand wash segment
in the form of Godrej Protekt hasnt gained substantial footing due to players like HULs Lifebuoy
and Reckitt Benckisers Dettol to compete with. As per an article published in business line of Aug
2011 GCPL had planned to do research about the extension of Protekt in soap and body wash
segment as well. But in 2012 they realised that visibility of Godrej Protekt as a brand is very low,
its market share in existing hand wash industry is very insignificant so they switched their focus to
increasing market share of Godrej Protekt hand wash.

2. Literature review
With the rise in incidences of various epidemics globally, there is a structural shift in the skin
cleansing (SCL) market towards the health and hygiene (H&H) products, which is driving category
growth. In this market Hand wash (HW) is the fastest growing format, growing ahead of bars and
body wash, with a potential to grow exponentially. Due to the growth opportunity in the HW
market many players are beginning to enter into this market with tailor made offerings, as such
there is a growth in the number of SKUs available in the market. The global HW market has the
appetite for more consumer-need specific SKUs and variants.
Dettol is the biggest player in the H&H HW market, Dettols message for liquid HW is focussed
on targeting the soap bar that is used and touched by many people and hence unhygienic and cause
of disease. Dettol is flooding the market with different variants such as the core germ kill range,
naturals range, healthy touch range etc. and is updating consumers through premium formats such
as HW devices. . Lifebuoy is the worlds largest H&H brand by volume within the SCL category.
However it is still a small part of the brand currently contributing below 10% of Lifebuoys overall
turnover.
GCPL had first launched Protekt in 2009, following the outbreak of the H1N1 epidemic that year.
It is available in market as Handwash, hand-sanitizer and wet-wipes in three variants
Godrej Protekt is available in Original, Blossom & Citrus fragrances in following sizes:
250ml ----

Rs. 149/-

100ml ----

Rs. 70/-

50ml

Rs. 35/-

----

3. Typical Handwash buyer:

He/ She lives in a big city, resides in a 2BHK (1100 sq. ft). He/ She shops in supermarket for
monthly grocery but visits a neighbourhood grocer for top up purchases. He/ She wants her family
to be healthy and feels responsible for driving their hygiene habits. Their children are spending
more time outdoors and they are worried about their health and hygiene. They run a very tight
family budget and try their best to contribute to family savings as much as possible. They use bar
soap for Hand washing purpose of the entire family. They believe that a liquid HW wash doesnt
add much. Bar is good enough and efficacy is not a problem. She is worried that kids dont wash
their hands properly and hence they may have germs left on their hands which could cause
infection. They believe that bar soap is as effective as liquid HW for washing hands. As they dont
see any superiority for liquid HW over bars, they dont understand the value and need to pay more
for a liquid HW. Liquid HW is merely seen as a modern and progressive format

4. Management Decision Problem: The Company in question, Godrej Consumer Products

Limited, wants to improve the market share of Godrej Protekt in the hand wash category.

5. Market Research Problem: To analyse the consumer purchasing behaviour of hand wash and
understand the brand perception of the hand wash users in order to identify gaps for Godrej to
exploit and thus develop a facelift strategy for Godrej Protekt.

6. Research Objectives:
R1: To carry out a consumer behaviour analysis of the target population; identify the attitudes and
perceptions of the users as well as the importance attributed by them to different features.
R2: To carry out multi-brand analysis on various features and thus develop an appropriate market
strategy for Godrej Protekt
H0: All the brands are equally perceived by the consumers
H1: There exists a difference in the perception of the consumers of various brands
Multi-dimensional scaling followed by building of a perceptual map.
R3: To carry out proper segmentation of the market by analysing the perceptions of the
respondents.
H0: For the two groups, the mean of two groups on the discriminant function are equal

The test that would be carried out is Discriminant Analysis to form two distinct groups of
customers: Users and Non Users of Liquid Hand Wash. This could help to predict and segregate
the future consumers into the two groups mentioned above.
1

R4: To identify the major features that are accorded major importance by the consumers while
buying a hand wash.
H0: All the features are equally perceived by the consumers
H1: There exists a difference in the perception of the consumers of various features.
This would be carried out by One Way ANOVA. Further, we can carry out Factor Analysis to
reduce the number of variables so that the company can focus on a set of variables as desired by
the consumers.

7. Scope of the project:

The hand hygiene market, which includes products such as hand sanitizers, hand wash, wet wipes,
etc., is estimated at about Rs 100 crore and has been growing at 25-30 per cent a year. GCPL had
first launched Protekt in 2009, following the outbreak of the H1N1 epidemic that year. While the
brand initially made some headway into the market, competition, primarily from companies such
as Reckitt Benckiser and Hindustan Unilever (HUL), also increased. The product needs a facelift
to withstand competition from rivals. At Rs 3,000 crore, the health space is the second-largest
category in the Rs 10,000-crore soaps market, dominated by Lifebuoy and Dettol.

8. Proposed Research methodology:

Research Design:
The research is conducted in two phases. Phase 1 consists of the exploratory research and Phase
2 consists of Descriptive research.
In phase 1 focus group discussions will be conducted among the selected consumers and insights
are also taken in the form of interviews about the Liquid handwash buying behaviour, important
features in a liquid handwash and new recommendations according to them.
In phase 2, a descriptive (quantitative) research is conducted among the consumer group using
the questionnaire developed based on the exploratory phase and project requirements.

Sources of data:
Secondary research from various company websites and other online resources to gain clear
understanding about the hand wash industry.
Primary research (Quantitative research) to estimate the scope of increasing the market share by
interviewing consumers and conducting online surveys.

Sampling Design:
Target Population:
2

Users of Godrej Protekt and other handwash brands

Age 16-50 years

Sample size: 60
Sampling Technique: Non-probability sampling (Convenience sampling)

Research Findings
9. Respondents Profile

Age Profile of the Respondents

40-50 yrs, 6, 10%

< 20 yrs, 3, 5%

30-40 yrs, 10, 17%

20-30 yrs, 41, 68%

< 20 yrs

20-30 yrs

30-40 yrs

40-50 yrs

Occupation of the Respondents

Self Employed, 2, 3% Housewife, 1, 2%

Student
Student, 27, 45%

Employed
Self Employed

Employed, 30, 50%

Housewife

Gender

Female
33%

Male
67%

Male

Female

Annual Family Income

< 3,00,000
7%
> 10,00,000
25%

3,00,000 - 5,00,000
36%

5,00,000 - 10,00,000
32%
< 3,00,000

3,00,000 - 5,00,000

5,00,000 - 10,00,000

> 10,00,000

Demographics of our respondents

Our survey has 33% female and 67% male respondents. The entire group of 60 respondents has
representation of people from all age groups. The majority i.e., 68% belong to the 20-30 age group,
17% are people from 30-40 age group, 10% from 40-50, while less than 20 years constitute 3.5%
of our respondents profile. If we analyse the occupations of our respondents 50% are employed
which shows that people who are earning are more probable to use hand wash. Second highest
4

category is the students owing to the easy access to internet and increasing awareness among them.
3% are self employed and housewives constitute 1% of our survey population.
We have divided our respondents in four income brackets. 36% of these belong to the 30000050000 bracket showing the recently employed graduates as a majority in our survey respondents.
32% lie in the bracket of 500000-100000. 25 % are in greater than 1000000 category indicating a
sufficient representation of upper middle class, and 7% are less than 300000 category. Overall, our
group of respondents have diverse demographics, ensuring proper representation of all sections
of society in the survey.

10. Research objective: R1:

To carry out a consumer behaviour analysis of the target population; identify the attitudes and
perceptions of the users as well as the importance attributed by them to different features.

Products ever used by the respondents for washing hands:

Products ever used for Hand Wash

70
60
50
40
30
20
10
0
Soap (83.33%)

Liquid Hand Wash Liquid Hand Sanitizer Paper Soap (31.67%)

(96.67%)
(60%)

Others (1.67%)

No. of Respondents: 60
Above Bar graph shows that, there is a trial rate of 96.67% for Liquid Handwash which falls slightly
down to 73% when current usage is considered. This shows that, once the consumer gets the
experience of using the Liquid Handwash, there are very high chances that the consumers might
shift to Liquid Handwash user. The huge reduction in usage of soaps from 83.3% to 20% is also
showing the shift of user attitude towards the options available for washing hands. So, the
challenge that lies in front of the FMCG companies is to convert the non-users to users, and
consumers moving out of the Liquid Handwash category would not be a major concern because
of the expected lower dropout rates. Also, Liquid Hand Sanitizer and Paper Soap are also gaining
the momentum. Consumers usually prefer Paper Soap while travelling since it is portable. Here
5

lies an opportunity to launch Liquid Handwash in smaller portable packs (50ml -100ml) if not
sachets. Apart from the above mentioned products, consumers do use products like Lemon, Salt,
and some dont use any of the products for washing hands. Below graph shows that only 5% of
the respondents are currently using Liquid Hand sanitizer. Liquid Hand sanitizer is a premium
product so its acceptance level is also on the lower side since Indian market is still not yet matured
for Liquid Handwash, so it takes much more time for the acceptance of the Hand Sanitizer.

Product presently using for Hand Wash

Liquid Hand Sanitizer
5%

Others
0% 2%

Soap
20%

Liquid Hand Wash

73%
Soap

Liquid Hand Wash

Liquid Hand Sanitizer

Others

Using Liquid Hand Wash since:

Liquid Hand Wash Usage

1 6 months
11%

6 12 months
14%

>2yrs
61%

1 6 months

1 2 yrs
14%

6 12 months

1 2 yrs

>2yrs

Liquid Handwash Purchase Decision Influencers:

Key Influencers in Purchase Decision

Friends Other
2%
5%

Parents
30%

Myself
59%

Spouse
2%

Myself

Kids
2%

Kids

Spouse

Parents

Friends

Other

With the proliferation of modern trade, consumers are getting involved with the grocery and other
household shopping more and more. The household shopping, once which was limited to the
females now has transformed itself in such a way that there is no age, education, occupation factors
inhibiting the shopping behaviour predominantly in the Metro and Tier-1 cities. Above graph
shows that 59% of the respondents decides which brand of Liquid Handwash to buy by themselves
followed by 30% being decided by the parents which is more associated (almost half of them) with
the male respondents working in private organizations.
Indian Metro and Tier-1 cities have a major culture of monthly shopping for buying household
items unlike in other cities and villages where the buying behaviour is mainly need based. 36% of
the respondents buy the Liquid Handwash once in a month and 41% buy whenever the need
arises. Availability plays a very important role. The brands should achieve higher numeric and
weighted distribution in order to gain higher market share. When sale happens when the product
gets over or need arises, there are higher chances that the consumer might buy the product from
the traditional retail store so it is important for the marketers to focus on traditional stores too for
making their Liquid Handwash brands available to the consumers.

Purchase Frequency
Once in two week
7%

Buy whenever the

need arises
41%
Once in a month
36%

Once in two week

Once in three months

16%
Once in a month
Once in three months

Buy whenever the need arises

Liquid Hand Wash Usage Occassions

Whenever I feel the need to wash my hands

60%

After using washroom

Mostly outside home

70.50%

0%

After coming back to home

After cooking

55.00%
16.00%

Before cooking

20.50%

After eating

62%

Before eating

56.80%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

Usage behaviour indicates that the majority 70.50% use the handwash after using the washroom.
Notably, there is a significant percentage using it before and after eating. Whereas the considerable
60% of usage when need to wash my hands indicates the category of most frequent users. These
key usage occasions should be incorporated in the brand communications in order to convey the
usage health benefits. This will result in the increased use of the Liquid Handwash thereby growing
the Godrej Protekt Handwash market size

Liquid Handwash in Sachet form

Preference to use in Sachet form

Yes

No

Above pie chart gives a very important insight into the expectations of customers about the
packaging of handwash. It shows that the majority are in favour of having handwash in sachet
form as it will be easy to carry while travelling just like the earlier used paper soaps.
Features that would drive purchase of Liquid Hand Wash
1- Definitely Wouldn't buy
2- Cannot say anything
3- Definitely Buy
Price gets reduced
Comes in Sachet
More Offers

Users
2.68
1.9545
2.5

Non Users
2.5
2.25
2.3125

Combined
2.633
2.033
2.45

As the focus of our study is to analyse several factors which contribute to an increase or decrease
in the sales of a handwash brand, above data provides a very useful insight in this regard. It shows
that reduction in price and more offers have positive effects on the purchase behaviour of
consumers, even non-users are considerate about price and offers which indicate that working on
these two factors will also help in converting many non-users to users. These are the factors which
help a brand retain its customers and prevent them from getting attracted to new players in the
market employing market penetration strategy and eating away their market share.

11. Research Objective: R2:

To carry out multi-brand analysis on various features and thus develop an appropriate market
strategy for Godrej Protekt

Cross Brand Analysis

50
44
42

45
40

41
39

35
28

30
25

22

21
17

20
15

16

15
12

10
5

16

13
6
1

3
0

Godrej
protekt

Pears

1 0 0

3 2 2

0
Santoor

Dettol

Brand Awareness

Lifebuoy Care Mate

Brands Ever used

FEM

Lux

Palmolive

Other

Brand Currently using

Base for the chart: 44 (Respondents who have reported that they are using Liquid Hand Wash)
Most of the brands have experienced a sudden decline in the awareness level to ever-used to
currently using though it is less for Dettol and Lifebuoy in comparison to other brands. If we
consider Lifebuoy, 39% of the respondents have used Lifebuoy at least once, but only 16% are
currently using it. In contrast, 44% of the respondents are aware of Dettol brand, and 22% are
currently using it. Even though Lifebuoy is increasing consumer base but failing in retaining the
existing consumers which could be attributed to the cluttering of the market by various brands
and various penetration pricing strategies adopted by the competitors along with the very attractive
price and volume offers. In the case of Godrej Protekt, as of now the awareness is ver low at 9%,
while 3% of the respondents have ever used it and none are using it currently. This data strengthens
the argument for rebranding of this product.
Also, 61% of the respondents are using the Liquid Handwash for more than a year. Hence, they
would have seen and experienced various brands which would provide us insightful views about
the category which will help to grow the category there by growing the Godrej Protekts market
size.

Multi-Dimensional Scaling has been done in order to find out the gaps in the target market and
thus decide the best space to be exploited by Godrej to position its product Protekt. The scaling

10

is done using a matrix question where the respondents were asked to judge on a scale of 1-5, how
different the two brands in the study are. The matrix is given as:
Santoor
Godrej
Protekt
Pears
Dettol
Lifebuoy
FEM
Lux
Palmolive

Santoor GodrejProtekt Pears

0
0
-

0
-

Dettol Lifebuoy FEM

Lux

Palmolive

0
-

0
-

0
-

0
-

Respondents were asked to fill in the upper triangular portion of the matrix and on the basis of
the responses collected of 60 respondents, the data as analyses through SPSS gave the following
results:
Stress and Fit Measures
Normalized Raw Stress

.38587

Stress-I

.62118a

Stress-II

1.24017E0

S-Stress

.44863b

Dispersion Accounted For

(D.A.F.)
Tucker's Coefficient of
Congruence

.61413

.78367

PROXSCAL minimizes Normalized Raw

Stress.
a. Optimal scaling factor = 1.628.
b. Optimal scaling factor = 1.795.

The S- stress measure should ideally be less than 10% but for our case comes out to be around
45% which is not a good indicator of the responses collected. Perhaps some sampling and nonsampling biases have creeped their way into the survey.

The perceptual map is given as follows:

11

Here, we can see that majority of the brands are close together except for FEM and Palmolive.
Palmolive, according to some is different in respect of its packaging, the perceived quality of the
liquid (being in a transparent bottle), the feel on the hands after washing etc. Now, Godrej can
either to choose a strategy of being with the crowd or it could create stark contrasting points that
will enable it to occupy the top of the mind position in many people.

12. Research Objective: R3:

To carry out proper segmentation of the market by analysing the perceptions of the respondents.
H0: For the two groups, the mean of two groups on the discriminant function are equal
The test that would be carried out is Discriminant Analysis to form two distinct groups of
customers: Users and Non Users of Liquid Hand Wash. This could help to predict and segregate
the future consumers into the two groups mentioned above.

Discriminant Analysis:
12

Significance is 0.763 which is more than 0.05.

For saying that the two groups are significantly different the values should be as follows:
Eigen value > 0.5
Canonical Correlation > 0.5
Wilks Lambda < 0.5
The present case is not satisfying any of the conditions mentioned above.
A value of less than 0.5 for Wilks Lambda indicates the non-acceptance of Null Hypotheses
indicating
the
significance
of
Discriminant
Function.
In this case, the value comes out to be 0.853 that is above 0.5 thus, null hypotheses cannot be
rejected.
Even the Significance > 0.05, which means that we will not reject the null hypothesis that the
means of perception of two groups (Users, Non-users) is equal.
So, we conclude that there is no difference in perception on Liquid Handwash among the users
and non-users.

13

The above Structure Matrix will give the order of importance of variables for the analysis.
The order is V5, V2, V4, V12, V11, ., V10

Hit Ratio = (24+5)/ 60 = 0.48333

Which is less than 0.5
So, from all the above results we can conclude that there is no discriminating factor among the
users and non-users. This might be the reason because of the sampling size, procedure, or group
used. Segmentation would be possible if on ground customer voice is recorded accurately and if
the above analysis are performed.

13. Research Objective: R4:

To identify the major features that are accorded major importance by the consumers while buying
a hand wash.

Factor Analysis:

14

The Kaiser-Meyer-Olkin Measure id 0.730 which is greater than 0.5. This signifies that the factor
analysis is valid.

0.73 > 0.5

From the factor Analysis report we can see that the significance of the Bartletts test of Sphericity
is 0.00
Sig. = 0.000
Which is less than 0.05
0.0

< 0.05

This signifies that the value is significant and hence the null hypothesis that the Correlation matrix
is an Identity matrix is rejected.

Communalities Table gives how much data of each variable id extracted into the factors.

15

The Total variance table explains the number of factors significant and the variance explained by
them. So, three components are identified with Eigen value of more than 1. These three
components explains 63.806% of total variance.

The Scree plot above shows the three components with Eigen values more than 1.

16

The Rotation Component matrix gives the loading of variables on different variables.
Loadings on each components are as follows:
Component 1: V4, V7, V8, V9
Component 2: V3, V5, V6, V10
Component 3: V1, V2

Where,
V1 = Kills 99.9% germs in 10 secs
V2 = Value for money
V3 = Lasting fragrance
V4 = Soft on Hands
V5 = Forms good lather
V6 = Available in various variants
V7 = Easily available to purchase
V8 = Effective in small amounts
V9 = Special offers on price
V10 = Attractive packaging

17

Component Score Coefficient matrix will give the coefficients of the variables to each component.

Component1 =
-0.096 V1 - 0.011 V2 - 0.274 V3 + 0.112 V4 + 0.136 V5 + 0.010 V6 + 0.325 V7 + 0.382 V8 +
0.484 V9 - 0.171 V10
Component2 =
- 0.143 V1 - 0.100 V2 + 0.258 V3 + 0.023 V4 + 0.156 V5 + 0.292 V6 - 0.143 V7 - 0.098 V8 +
0.088 V9 - 0.636 V10
Component3 =
0.575 V1 + 0.385 V2 + 0.400 V3 + 0.034 V4 - 0.111 V5 + 0.092 V6 + 0.009 V7 - 0.087 V8 - 0.210
V9 - 0.237 V10

So, the components based on the factor loadings can be described as,
Component1 = Effective, Soft and Offers
Component2 = Fragrance, attractive packaging and gives good lather
Component3 = Value for money and kills germs

So, by conducting the factor analysis we are able to get down the 10 variables into 3 components
on which the brand Godrej Protekt can concentrate on while rebranding.
In face lifting strategy one or more than one of the above components can be concentrated.
Depending upon on the existing brands positioning and the market gaps any of the above
component or more than one can be chosen.

18

14. Conclusion:
The consumer purchase behaviour of a Liquid Hand wash segment has been studied, followed by
a cross brand analysis of the existing brands. A perceptual map has been developed based on that
denoting the various other brand players. Study has been conducted on understanding the
differences in the perceptions about Liquid Hand wash among the Users and Non-Users so that
the strategy can be built to shift the Non- Users to Users. Various features important for a
consumer buying behaviour are studied and condensed down to three components on which the
brands face lift strategy can be concentrated. The above identified features along with the analysis
of market gaps from perceptual mapping can be effectively used in rebranding. This will make sure
that the product would be the one made and positioned along the aspirations and consuming
interests of the consumers.

References:
http://www.thehindubusinessline.com/marketing/godrej-extending-protekt-to-soap-bodywash/article2088033.ece
http://www.business-standard.com/article/companies/godrej-consumer-products-plansprotekt-facelift-112090200006_1.html
http://www.godrejprotekt.com/
http://www.godrej.com/godrej/Godrej-ConsumerProducts/
http://www.lifebuoy.com/lifebuoy-products/hand-wash/total10
http://www.dettol.co.in/liquid_handwash.html
http://www.wcclg.com/santoorhandwash.html
http://www.colgate.co.in/app/Colgate/IN/PersonalCare/LiquidHandWash/LiquidhandwashF
amilyHealth.cvsp
http://www.hul.co.in/brands-in-action/detail/Pears/298024/
http://www.hul.co.in/brands-in-action/detail/Lux/303751/
http://www.dabur.com/Products-PersonalCarefem-Liquid-Hand-Wash

19

Appendix
Questionnaire:
1. Which of the following products have you ever used (at least once) for washing hands?
(Multiple select option)
Soap

Liquid Hand Wash

Liquid Hand Sanitizer

Paper Soap

Others (Specify)..............................................

Dont use any products

2. Which of the following product are you using currently for washing hands?
(Single select option)

Soap

Liquid Hand Wash

Liquid Hand Sanitizer

Paper Soap

Others (Specify)..............................................

Dont use any products

Skip Instruction: If 2 is not coded in Q2, then skip to Q11.

3. Which are all the brands of Liquid Hand Wash are you aware of?
(Multiple Select)
Santoor

Godrej Protekt

Pears

Dettol

20

Lifebuoy

Care Mate

FEM

LUX

Palmolive

Others (Specify) .................................................

10

4. Which are all the brands of Liquid Hand Wash have you ever used?
(Multiple select)
Santoor

Godrej Protekt

Pears

Dettol

Lifebuoy

Care Mate

FEM

LUX

Palmolive

Others (Specify) .................................................

10

5. Which is/are the brand of Liquid Hand Wash are you using currently?
(Single select)
Santoor

Godrej Protekt

Pears

Dettol

Lifebuoy

Care Mate

21

FEM

LUX

Palmolive

Others (Specify) .................................................

10

6. Since when are you using Liquid Hand Wash?

(Single select)
1 6 months

6 12 months

1 2 yrs

>2yrs

7. Who are the key decision makers in buying the Liquid Hand Wash in your house?
(Single select)
Myself

Kids

Spouse (Husband/Wife)

Parents

Siblings

Friends

Others (Specify)........................................

8. How frequently do you buy Liquid Hand Wash (choose the option which you feel the best
represents your buying pattern)?
(Single select)
Once in a week

Once in two week

22

Once in a month

Once in three months

Buy whenever the need arises

9. On what are all the occasions do you use Liquid Hand Wash?
(Multiple select)
Before eating

After eating

Before cooking

After cooking

After coming back to home

Mostly outside home

After using washroom

Whenever I feel the need to wash my hands

10. Which of the following you agree the most about usage of Liquid Hand Wash?
(Single select)
I use Liquid Hand Wash only at Home

I use Liquid Hand Wash outside Home

I use Liquid Hand Wash while at Home and

Outside also

11. On a scale of 1 to 5 mark the following features according to their importance in choosing a
liquid hand wash (Single select for each feature)

23

Least

Not so

Important

important

Neutral

Important

Very
Important
5

Kills 99.9% germs in 10 secs

Value for money
Lasting fragrance
Soft on Hands
Forms good lather
Available in various variants
Easily available to purchase
Effective in small amounts
Special offers on price
Attractive packaging

12. Which of the following brands of Liquid Wash would you like to associate with the following
statement (you can choose multiple brands on each feature)
Santoor

Godr

Pears

Dettol

Lifebuoy

FEM

LUX

Palmolive

Others

ej
Prote
kt

Kills 99.9% germs in 10 secs

Value for money

Lasting fragrance

Very soft on Hands

Forms good lather

Available in various variants

24

Easily available to purchase

Effective in small amounts

Special offers on price

Attractive packaging

13. What are the changes you would like to see in the form of the bottle (press and use)?
(Multiple select)
Top portion of the bottle should be transparent so that I can make out how much
quantity I am using

Increase the diameter of the base of the bottle so that it would be comfortable to
keep anywhere

A provision in the bottle to keep the Tissue paper

No changes are required

Other Changes (Please specify)

14. Do you think it would be useful if Liquid Hand Wash is available in Sachets form (Ex: a
sachet with a knob on the top, Rs.5 Closeup toothpaste sachet)?
(Single select)
Yes

No

15. On a scale of 1 to 5, how would you agree on the following statements with respect to
Liquid Hand Wash products? (where 1 means definitely not agree and 5 means Definitely
agree)
Definitely Somewhat Neither
Disagree
Disagree Disagree
nor Agree
Highly Priced

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Somewhat
Agree

Definitely
Agree

There is a need to use Liquid

Hand Wash

Makes skin dry and rough

Convenience in using as

It is a luxury product

Not effective as soap in germ

compared to soap
Gives an experience of
freshness

protection
Requires to be replaced more
frequently as compared to soap
Stronger fragrance as compared
to soap
Requires more water to wash
off
Requires less time to be used
for washing hands
Better for usage when travelling

16. On a 3 - point scale, please let us know which option would affect your buying decision with
respect to Liquid Hand Wash.
Definitely Wouldn't buy

Cannot say anything

Definitely Buy

Price gets reduced

Comes in Sachet

More Offers

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Please fill the following details:

Gender : (M/F)
Number of people in the house :
Monthly income of the family :
Marital status : Single Married

1. Please select the below option which best represents your age.
< 20 yrs

20-30 yrs

30-40 yrs

40-50 yrs

>50 yrs

2. Please let us know your occupation.

Student

Self Employed

Employed

Housewife

Retired

Thank You

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