A Study of Consumer Perception Towards Washing Powder Cack

A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK
CHAPTER I
Introduction
INTRODUCTION
1. What Is PERCEPTION?
Perception is a process by which individuals organize and interpret their sensory
impressions in order to give meaning to their environment. However, what one
perceives can be substantially different from objective reality. It need not be, but there is
often disagreement. For example, its possible that all employees in a firm may view it
as a great place to work- favorable working conditions, interesting job assignments,
good pay, an understanding and responsible management but , as most of us know, its
very unusual to find such agreement.
FACTORS THAT INFLUENCE PERCEPTION:
A number of factors operate to shape & sometimes distort perception. These
factors can reside in the perceiver, in the object or target being perceived, or in the
context of the situation on which the perception is made.
a) Factors in the perceiver
Attitudes
Motives
Interests
Experience
Expectations
b) Factors in the situation
Time
Work setting
Social setting
c) Factors in the target

2
Novelty
Motion
Sounds
Size
Background
Proximity
Similarity
2. CUSTOMER BEHAVIOUR
Behavior is a mirror in which everyone shows his or her image. Behavior
is a process of responding to stimuli. Consumer behavior is to do with the activities of
individuals in obtaining and using the goods and services. It encompasses the decision
making process that precedes and determines purchases. In the words Prof. C.G. Walter
and
Prof. G.W. Paul it is The process whereby individuals decide whether, what,
when, where, how and from whom to purchase goods and services.
Consumer or Customer behavior is all the psychological, social and physical
behavior of potential customers as they become aware of evaluate, purchase, consume
and tell others the products or services.
3. FACTORS INFLUENCING CONSUMER BEHAVIOUR
3.1. Social and Cultural Influences

Culture is learned behavior that has been passed down over time, reinforced in our
daily lives through the family unit and through education and religious institutions.
Culture influences, therefore, are powerful ones and if the company does not understands
the culture in which the particular market operates it cannot hope to develop products and
market them successfully.
It is important to recognize that culture although immensely powerful is not fixed
forever. Change in culture tends to be slow and not fully assimilated until a generation or
more has passed.
3.2 Specific social influences
3.2.1 Social class
This is the most prominent social influence. Traditionally, one of the chief
determinants of social class was income. Since pay structures have altered a great deal in
terms of the lower C2, D, and E categories moving more towards levels previously
enjoyed by higher A, B and C1 categories over the past 30 years or so, classification of
consumers on the basis of lifestyle is becoming more meaning today.
3.2.1
Reference groups
This can be described as group of people whose standards of conducts of mould an

individuals dispositions, beliefs and values. This group can be small or large. Reference
groups can range from the immediate family to the place of work. They can also be
found in a persons social life. An individual is unlikely to deviate too far from the
behavioral norms led down by the members of a club or hobby group. Reference group,
but it does state that individualism cannot exist within a group, but it does suggest that
even rigid independent thinkers will at least be aware of what is considered normal
within a group.
3.2.3.
Motivation
Marketers are interested in motivation when it relates to purchasing behaviour.

This behaviour relates to the motive for wishing to posses the goods or services in
4
question, and it has been termed goal-related behaviour. It can, therefore, be seen that a
number of motives might be at play when making a purchaser decision some motives
stronger than others and the final decision might be a compromise solution.
4.
CUSTOMER SATISFACTION
The liberalization and globalization of Indian economy has taken place almost a
decade ago, the focus point in any organization is Customer satisfaction. The phase
such as Customer is king in our business, service to customer is service to god are no
more a myth but turned out to be a reality. Customer satisfaction is the base of any
business expansion because of the stiff competition prevalent in the market.
Whether the buyer is satisfied after the purchase depends on the offers
performance in relation to the buyers expectation. In general; satisfaction is a persons
feeling of pleasure or disappointment resulting from comparing a products perceived
performance ( or outcome) in relation to his or her expectation.
As this definition makes clear, satisfaction is a function of perceived performance
and expectation. If the performance falls short of expectations, the customer is dissatisfied.
If the performance matches the expectations the customer is satisfied.
4.1 Perception
Unlike motivation that requires a reaction to a stimulus, perception relates to the

meaning that is assigned to that stimulus as marketers are interested in how buyers
perceive and react to products in relation to such matters as quality, aesthetics, price and
image, since products not only exist in partial terms but also how they are perceived by
consumers in relation need satisfaction. This perception by buyers is affected by the

nature of the product itself, by the circumstances of the individual buyer and by the
buyers innate situation in terms of how ready they are to make the purchase in terms of
needing it at a particular point of time.
4.2
Attitude
Our strongest basic attitudes are implanted in our formative years and these come
largely from the influence of our close family group and other social interaction. More
refined attitude develops later. In marketing terms, the sum total of our attitudes can be
regarded as a set of cognitions that a potential buyer has in relation to a potential
purchase or purchasing environment. This is why certain stores or companies go out of
their way to engender favorable attitude and it is why manufacturer seek to induce
loyalty towards their particular brand or product.
4.3 Learning
In the context of marketing, learning is a result of information received through
advertising or other publicity or through some reference group or other. In order to have
an effect on motives or attitudes, marketing effort should associate the product with
positive drives and reinforcing messages.
Literature Review
DETERGENT MARKET IN INDIA
The Indian fabric wash products market was a highly fragmented one. There
was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry
soaps and bars made from vegetable oils accounted for around seven lakh
tonnes with synthetic detergents making up the rest. Detergent cakes
accounted for 40% of the synthetic detergent used, while powder accounted
for the rest. Washing powders were categorized into four segments economy (selling at less than Rs.25 per kg), mid-priced (Rs.25 - Rs. 90 per
kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling at over Rs. 120
per kg). The compact, premium and medium priced segments together
accounted for 20% of the volume share and 35% of the value share. The
economy segment made up the remaining lion's share of the market. The
fabric wash industry in India was characterized by low per capita
consumption, especially in rural markets. The major players in the Indian
detergent market were HLL, P&G, Nirma and Henkel (through its joint
venture with SPIC, a leading petrochemical company based in the south
Indian city of Chennai).
MARKET SHARE
7
Major Players:
Surf Excel
Rin
Arial
Tide
Nirma
Wheel
NIRMA
NIRMA is one of the few names - which is instantly recognized as a true

Indian brand, which took on mighty multinationals and rewrote the
marketing rules to win the heart of princess, i.e. the consumer.
Nirma, the proverbial Rags to Riches saga of Dr. Karsanbhai Patel, is a
classic example of the success of Indian entrepreneurship in the face of stiff
competition. Starting as a one-man operation in 1969, today, it has about
14, 000 employee-base and annual turnover is above Rs. 25, 00
crores.India is a one of the largest consumer economy, with burgeoning
middle class pie. In such a widespread, diverse marketplace, Nirma aptly
concentrated all its efforts towards creating and building a strong consumer
preference towards its value-for-money products.
Now, the year 2004 sees Nirmas annual sales touch 800,000 tones, making
it
one
of
the largest volume sales with a single brand name in the world. Looking at
the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990
but this did not deter it to achieve a volume of 100,000 per annum. This
makes Nirma the largest detergent and the second largest toilet soap brand
in India with market share of 38% and 20% respectively.
SURF EXCEL
10
Surf Excel is currently running two campaigns riding on the popularity of the
"Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a
chord with the consumers. Continuing with the earlier campaign, the new ad
features two kids taking a Puddle fight to distract their fighting parents
fighting over a car collision. The voice over says " if some thing good
happens because of dirt then Dirt is Good". According to a report in
agencyfaqs, the creative team had a tough task in continuing a classic
campaign and no doubt they have been very successful.
The second campaign takes a cue from the World cup. The ad features a
group of kids preparing for World Cup 2015.
11
WASHING POWDER and CAKE
Sr.
Name of the Product
Multi National Company

Proctor and Gamble
01. Aril, Tide

02. Surf-Ultra
03. Rin
04. Wheel
05. Wheel(cake)
06. Sunlight
07. Sunlight(cake)
08. Surf-Ultra (powder)
09. Check (powder)
Nirma,
India Ltd.
Hindustan Lever Ltd.
Henkel Spic India Ltd.
Rebit and Colman India
10. White (powder)

11. Vim(powder)
Indian Substitute
Plus,
555, 501, 255
Chabi
Ghadi
Doctor
Hipolin
Fena
Dhara
Date
Ltd.
Rebit and Colman of
12. Harpic
Dot
Superfine,Vimal
India Ltd.
Rebit and Colmen India
13. Colin
14. Bricks
some of the soaps

Ltd.
Henkel Spic India Ltd.
of the local industries.
MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.
When Procter& Gamble India (P&G) entered the detergent , market of India
at the beginning of the 1990s, the market had just calmed down after a
decade long battle between HLLs Surf and Nirma of Nirma Chemicals.
Though there were many detergent brands in the market Det, Key, Pont,
Chase, Vimal, Vijay, Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc
12
Surf remained the leader and Nirma the challenger. Choosing the price
conscious, lower segment as its market and taking advantage of the
concessions as an SSI unit, Nirma Chemicals offered a low-priced brand and
promoted it aggressively. HLL had to defend Surf with all its might. The
company stepped up its promotion of Surf, relying heavily on aspects like
quality and value for money. In addition, HLL introduced a low priced brand,
Wheel, and positioned it directly against Nirma in the same segment. HLL
also introduced Sunlight detergent powder, a brand extension of its Sunlight
washing soap taking advantage of its time tested brand image. Yet, within a
few years, Nirma garnered a share of 35 per cent of the market and literally
shook Hindustan Lever. The latter had been the market leader for years
without any significant challenge whatsoever. Also, by then the detergents
market of India had grown into a Rs 1,800 crore market. It was into this
market that P&G entered with its Ariel as a direct contestant against Surf. In
fact, the P&G-HLL battle finally turned out to be one of the major marketing
encounters of the 1990s. P&G and Lever, the rivals around the world, were
now combating on Indian ground.
How did P&G go about marketing Ariel? What marketing strategy did P&G
employ? P&G Seeks leadership position in the industry: P&G laid down its
marketing strategy in respect of Ariel: P&G aims at making Ariel the leading
detergent brand of India, squarely confronting the exiting market leader,
Hindustan Lever, and its leading brand, Surf. Our marketing strategy will be
13
centered around this major theme. The company will stick to this plan even
if it means sacrificing profits in the short run. P&G put Ariel on the Indian
market in 1990, positioning it directly against HLLs Surf.
DETERGENTS UNDER SCRUTINY
The virtually unregulated use of pollutant chemicals in the Indian detergent

industry is a situation that needs to be quickly reversed, says Toxics Link.
October 2002 - Cleanliness has been an important consideration for human

beings from time immemorial, but the relation between personal and
environmental cleanliness is a less obvious one. Soap making dates back to
about 1500 BC, the earliest records indicate that a combination of animal
and vegetable oils with alkaline salts was used to form a soap-like material.
In ancient India too, people used soap preparations made from plant or
animal fats. Modern technology has provided synthetic detergents that have
slowly replaced soaps. The first detergents were used chiefly for hand
dishwashing
and
fine
fabric
laundering.
This
was
followed
by
the
development of all-purpose laundry detergents introduced in the U.S.

in 1946.
Today, India has a diverse range of detergents available off the shelf. The
annual consumption of detergents in India ranges to hundreds of thousands
of tonnes. The formal sector with its increasing ability to influence
14
consumers via advertisements is expanding its market share aggressively.

The detergent market has evolved into a highly competitive one where a
myriad brands vie with each other to get the customers' attention. Each
brand claims to clean whiter, boasting of technologically dubious terms such
as fighting granules, power pearls, etc.
Detergents and health
Detergents are household chemical cleaning compounds used for laundering

and dishwashing. They contain wetting agents and emulsifiers, based on
non-soap synthetic surfactants. Synthetic detergent powders consist of
surface-active agents, builders and fillers. In addition they have additives
like anti re-deposition agents, optical fibre brighteners (whitening agents),
bluing agents, bleaching agents, foam regulators, organic sequestering
agents, enzymes, perfumers, and substances that regulate the density and
assure crispness of the material they are used on.
A study done to understand the Indian consumers knowledge of harmful
effects of detergents on health and environment, showed that 77.6 percent
of respondents had experienced some kinds of skin irritation due to
detergents. Of these the majority comprised of dhobis and rural women.
Conventional laundry detergents leave chemical residues on the clothes.
15
These residues enter our bodies either through the skin or through the
lungs. They cause many common health problems including allergies, skin
infections and in rare cases, cancer. The fragrances used in laundry
detergents can prove allergic and be highly irritating to lungs, causing
serious health effects to people with asthma or chronic heart problems.
The usual result of a continuous and excessive exposure of the skin to
detergents is drying, fissuring and dotting of the keratin layer leading to
increased permeability that causes sensitization, which may develop into
dermatitis. Elderly people are more susceptible to infections that may lead
to developing eczema.
Detergents and water pollution
Most laundry detergents in India are phosphate based. Phosphates are a

major source of water pollution that has become the direct cause of 42 per
cent of human and animal diseases. In India, per capita consumption of
detergents in 1994 was 2.8 kg per annum. This is projected to rise to over 4
kg/capita by 2005. In rural areas the use of detergent bars is expected to
grow 7-8 per cent annually. The figures are of concern because high quality
detergents have as much as 35 per cent STPP in them. According to Prof
Narinder K. Kauschik, Professor emeritus for environmental biology at the
Canadian University of Guelph, "the main problem is that of phosphatebased detergents promoting eurtrophication of aquatic environments."
16
Eutrophication or Nutrient pollution is a process by which water bodies

gradually age and become more productive. Any natural process like this
might take thousands of years to progress but human activities accelerate
this process tremendously. The presence of excessive plant nutrients causes
pollution of water bodies. These plant nutrients are supplied primarily in the
form of phosphorus, nitrogen and carbon to water bodies in various ways.
Sewage perhaps is a particular source of phosphorus when detergents
containing large amounts of phosphates are drained during washing. The
algal boom leads to consumption of the oxygen dissolved in water, creating
hypoxic, and at times, near anoxic situation. This can lead to excessive
eutrophication that kills the fish, cause odour and increase pathogenic
animals.
Seasonal impacts
Run-off of phosphates into water streams is not only due to detergents, but
also due to fertilizers and manures. Findings show that during the dry
seasons when the run-off from agriculture is virtually zero, and manure runoff is down to one fifth of the total annual rate, detergents are responsible
for additional loadings of rivers by about 7.3 per cent which poses significant
eutrophication impact risks. In India, it is not uncommon to see ponds,
lakes and part of rivers choking with algae or other aquatic plants. In the
17
Indian context, this is a grim situation since these water bodies are the
primary sources of water for a large section of the population.
The Detergent Industry
Detergent industry refuses to take any action due to a lack of mandatory

legislations. As a proactive response to environment risks as result of
increasing levels of phosphates, the industry needs to reduce the perilously
high phosphate levels of 30 per cent to far lower numbers. Industry
representatives have declined to do so on grounds that the amount of
phosphate used in northern countries is higher as compared to that in India.
The fact is that India relies only on Sewage Treatment Plants (STPs) which
are not fully functional even in metropolitan cities unlike northern countries
where STPs are installed for every few households. Industry ought to label
its products voluntarily for containing phosphate so that it can be left to the
consumer to decide.
According to Prof. Kaushick strict regulations in North America and Europe
makes it mandatory for the multinational detergent industry to produce
detergents with nominal phosphate content (or even phosphate-free
detergent). The same industry absolves itself of this responsibility in India,
where it manufactures detergents with a high phosphate content. The
industry vehemently opposes any regulation of phosphate use in detergents.
18
It is not prepared to indicate the percentage phosphate content on

detergent packages.
Better options - Eco-friendly household cleaning powders
An environmentally superior detergent is the one that makes use of lesser

chemical ingredients. The toxicity of detergents decreases by non-addition
of additives like perfumes, colour and brightening agents. Minimal packaging
can also reduce environmental harm substantially. Synthetic surfactants
may be replaced by non-petrochemical surfactants or vegetable oil soaps;
builders like phosphates can be replaced by sodium citrate and sodium
bicarbonate; dyes and fragrances can be eliminated or minimized. For a
simple formula to make your own detergent, write to Toxics Link.
Detergent use can never be a totally non-polluting activity. The consumer
needs to be informed that the smaller detergent products can also be the
least polluting ones. Consumers must press for implementation of labelling
standards and regulation so that they may avail of environmentally friendly
choices. Using 'green detergents' that do not contain non-essential additives
like perfumes, colour and brightening agents in minimal packaging will go a
long way in ensuring a cleaner and healthier environment.
Objective of the research
19
1. To study the determinants of consumer prefrence against

detergent in durg &
bhilai.
2. To identify most preferred brand.

3. To identify the major players of Detergents.
4. To study on the effect of advertisement on customers for
purchasing the
detergent.
CHAPTER II
Research
methodology
20
Research Methodology
1. Research Methodology.
2. Research Design.
3. Data Source.
4. Data Collection METHOD.
5. Sampling Design.
6. Sampling Unit.
7. Sampling Size.
Research Methodology
21
The research comprises of defining and redefining problems, formulating

hypothesis or suggested solutions; collecting, organizing and evaluating
data, making deductions and reaching conclusion; and at last carefully
testing
the
conclusions
to
determine
whether
they
fit
formulating
hypothesis. The research process is carried out to a series of step, which are
required to be taken in chorological order. The major marketing research
steps are as follows:
Problem identification.
Research design.
Fieldwork.
Data analysis & interpretation.
Report Presentation.
Problem Identification
The first and foremost step in this research is to identify the problem
chosen for investigation. The step has very significance, once it is said A
Problem well identified is half way to solution. On the other hand if
the problem identified vaguely, a wrong problem is identified, or research
is not clarified, then the research result may be completely useless for
the management, and the research effort of the investigation will be a
futile exercise.
Research Design
A research design is a master plan or model for the formal investigation.
Once the formal investigation is decided, the researcher must formulate
the formal plan of investigation. A research design id the specification of
methods & procedure, for acquiring the information needed for solving
the problem. The formal investigation plan will concentrate on the
selection of sources of information and the selection of methods and
22
procedures for gathering the data. Data gathering forms are prepared.
Questionnaires are tested, samples for investigations are planned.
There are three basic types of research design:-
Descriptive
Exploratory
Casual
In my research I have used the descriptive research design

Descriptive Research Design
The descriptive study is typically concerned with determining frequency with
which some thing occurs or variable vary together this study is guided by an
initial hypothesis. Descriptive studies are those studies, which are concerned
with describing the characteristics of a particular individual, or of a group.
Descriptive research includes surveys and fact-finding enquiries of different
kinds. The major purpose of descriptive research is description of the state
of affairs as it exits at present. In social science and business research we
quit use the term Ex post facto research for descriptive research studies.
DATA SOURCE
There are two sources of data collection:

Primary data source
23
Secondary data source.
Source of Data
Primary Data: Primary data are those data, which are obtained for the first time by the
investigator himself. In order words, by primary data we mean those data,
which are originally, i.e., those in which little or no grouping has been made,
the instance being recorded or itemized encountered.
The source of primary data used in my project is the questionnaire. Primary
are the raw data like raw material. Primary data are according to object of
investigation and used without correction. The collection of primary data
requires large sum, energy and time. Precautions are not necessary in the
use of the primary data.
Secondary Data: Secondary data means data that are already available i.e; they refer to the
data, which have already been collected and analysed by some one else.
When the researcher utilizes secondary data, then he has to look in to
various sources from where he can obtain them. In this cause he is certainly
not confronted with the problems that are usually associated with the
collection of original data. Secondary data may either be published data or
unpublished data.
DATA COLLECTION METHOD

As a data collection method I have used the Questionnaire Method.
Why a Questionnaire Method has been adopted?
24
Questionnaire had been prepared to get the response of the people as per
guided by the organizational guide. To provide the best end results without
any kind of biasness, which can give a brief idea about sampling and would
be beneficial for making inferences for tabulations and calculations with
research instruments? I made a survey through questionnaire as prepared
by me.
SAMPLING DESIGN
Sampling plan consists of sampling unit, sampling size and sampling
procedure therefore it is necessary to find out sampling plan if population is
100.
Sample Design Consists of:
Experimental Research design
Exploratory Research design
Descriptive Research design.
SAMPLING UNIT
Sampling/Unit is the total number of samples differed in different locality.
S.No.
Classes
No.of Classes
1.
Student
25
2.
Service class
25
25
3.
4.
Business Class
25
Household
25
Total
100
Data have been collected through the survey method while surveys have
been conducted in one city:
i)
Bhilai
ii)
Durg
All the data are primary in the nature as they had been collected first and
personally. All the area had segmented according the population of this
area. I have considered
100 as sample size.
Research Plan
Research Design
Descriptive Research
Data Source
Primary Data
Research Instrument
Questionnaire
Measurement scale
Likerts Scale
Sampling Design
Simple Random Design
Sample Size
100
Sample Location
Bhilai & Durg
Sample Element
STUDENT
25
SERVICE CLASS
25
BUSINESS CLASS
25
Sample Plan
26
HOUSEHOLD
25
Limitations
This study is only modest attempt and not be claimed as comprehensive

one, further it is to be pointed that data are inebriation for the study and
consequently the findings made out of it are reliable to the extend that the
respondents have been forthright nourishing the same.
During conducting this research I come across the following limitations: 1. The research period was a short period to carryout study with
almost precautions.
2. Sometime the respondents are not available at their place.
3. Very often the responded do not express their true feelings, in such
case their habit, preference, practice cannot be assessed correctly.
4. Some of the respondents refuse to give the important information
best known to them.
However in spite of these limitations all efforts have been put to make
Chapter -III
WASHING
POWDER AND
CACKE
HISTORY
the report correct, genuine, and fulfilling the objectives of the reports.
27
Detergent is a compound or mixture of components ,intended to assist

cleaning.they may be:
1) Detergent Soap
2) Detergent Powder
Detergent Chemistry?
28
To understand what is needed to achieve effective cleaning, it is helpful to have a basic

knowledge of soap and detergent chemistry
Water, the liquid commonly used for cleaning, has a property called surface
tension. In the body of the water, each molecule is surrounded and attracted by
other water molecules. However, at the surface, those molecules are surrounded by
other water molecules only on the water side. A tension is created as the water molecules at the
surface are pulled into the body of the water. This tension causes water to bead up on surfaces
(glass, fabric), which slows wetting of the surface and inhibits the cleaning process. You can see
surface tension at work by placing a drop of water onto a counter top. The drop will hold its
shape and will not spread
In the cleaning process, surface tension must be reduced so water can spread and
wet surfaces. Chemicals that are able to do this effectively are called surface active
agents, or surfactants. They are said to make water "wetter."
Surfactants perform other important functions in cleaning, such as

loosening, emulsifying (dispersing in water) and holding soil in suspension
until it can be rinsed away. Surfactants can also provide alkalinity, which is
29
useful in removing acidic soils.
Surfactants are classified by their ionic (electrical charge) properties

in water: anionic (negative charge), nonionic (no charge), cationic
(positive charge) and amphoteric (either positive or negative charge).
Soap is an anionic surfactant. Other anionic as well as nonionic surfactants are the main
ingredients in today's detergents. Now let's look closer at the chemistry of surfactants.
SOAPS
Soaps are water-soluble sodium or potassium salts of fatty acids. Soaps are made from fats and
oils, or their fatty acids, by treating them chemically with a strong alkali.
First let's examine the composition of fats, oils and alkalis; then we'll review the soapmaking
process
.Fats and Oils
The fats and oils used in soapmaking come from animal or plant sources. Each fat or oil is made
up of a distinctive mixture of several different triglycerides
30
SURFACTANTS IN DETERGENTS
<>A detergent is an effective cleaning product because it contains one or more surfactants. Because of
their chemical makeup, the surfactants used in detergents can be engineered to perform well under a
variety of conditions. Such surfactants are less sensitive than soap to the hardness minerals in water and
most will not form a film
Detergent surfactants were developed in response to a shortage of animal and vegetable fats and oils
during World War I and World War II. In addition, a substance that was resistant to hard water was
needed to make cleaning more effective. At that time, petroleum was found to be a plentiful source for
the manufacture of these surfactants. Today, detergent surfactants are made from a variety of
petrochemicals (derived from petroleum) and/or oleochemicals (derived from fats and oils).
Petrochemicals and Oleochemicals
Like the fatty acids used in soapmaking, both petroleum and fats and oils contain
hydrocarbon chains that are repelled by water but attracted to oil and grease in soils.
These hydrocarbon chain sources are used to make the water-hating end of the surfactant
molecule.
Other Chemicals
31
Chemicals, such as sulfur trioxide, sulfuric acid and ethylene oxide, are used to produce the waterloving end of the surfactant molecule
Alkalis
As in soapmaking, an alkali is used to make detergent surfactants. Sodium and potassium hydroxide are
the most common alkalis
How Detergent Surfactants Are Made
Anionic Surfactants
The chemical reacts with hydrocarbons derived from petroleum or fats

and oils to produce new acids similar to fatty acids.
A second reaction adds an alkali to the new acids to produce one type of anionic surfactant molecule.
Nonionic Surfactants
Nonionic surfactant molecules are produced by first converting the hydrocarbon to an alcohol and then
reacting the fatty alcohol with ethylene oxide.
HOW SOAPS AND DETERGENTS WORK
32
These types of energy interact and should be in proper balance. Let's look at how they work together.
Let's assume we have oily, greasy soil on clothing. Water alone will not remove this soil. One important
reason
is
that
oil
and
grease
present
in
soil
repel
the
water
molecules.
Now let's add soap or detergent. The surfactant's water-hating end is repelled by water but attracted to
the oil in the soil. At the same time, the water-loving end is attracted to the water molecules.
These opposing forces loosen the soil and suspend it in the water. Warm or hot water helps dissolve
grease and oil in soil. Washing machine agitation or hand rubbing helps pull the soil free.
33
Marketing means understanding and responding to customer needs, a pre-requisite (condition)

for any organization success.
According to American marketing association, marketing is concerned with people and the
activities involved in the flow of goods and serves from the producer to the consumer.
According to W.J. Santan, marketing is a total system of business activities designed to plan,
prices, promise and distribute want satisfying goods and services to present and potential
customer.
NEED
PRODUCT
SATISFACTION
PRODUTION
SALES
SERVICE
WANTS
DESIGN
34
Chapter - IV
DATA ANALYSIS
35
DATA ANALYSIS
Likerts measurement scale
HIGHLY JUST LITTLE DISSATISFIED
3
2
1
0
Index
Determinants
Brand
Advertisement
Price
Availability
Parameters
Fragrance
STUDENT
Colour
SERVICE PERSON
Safe side
HOUSEHOLD
Quality
BUSINESS CLASS
Size
Y1
Y2
Y3
Y4
X1
X2
X3
X4
X5
X6
X7
X8
X9
STUDENTS
X1
X2
X3
X4
X5
X6
X7
X8
X9
HIGHLY
13
2
21
0
6
0
12
21
0
JUST
11
21
4
20
13
4
13
3
2
LITTLE DISSATISFIED
1
0
1
1
0
0
5
0
5
1
17
4
0
0
1
0
16
7
TOTAL
62
49
71
45
49
25
62
70
20
SERVICE
PERSON
X1
HIGHLY
5
JUST
LITTLE DISSATISFIED
17
3
0
TOTAL
52
36
X2
X3
X4
X5
X6
X7
X8
X9
0
11
2
2
0
14
12
1
3
14
7
18
1
11
13
6
18
0
12
2
20
0
0
13
4
0
4
3
4
0
0
5
24
61
32
44
22
64
62
28
HOUSEHOLD
X1
X2
X3
X4
X5
X6
X7
X8
X9
HIGHLY
6
0
22
2
6
0
8
24
0
JUST
HIGHLY
JUST
19
15
3
16
16
6
17
1
9
LITTLE DISSATISFIED
0
0
8
2
0
0
7
0
3
0
17
2
0
0
0
0
15
1
TOTAL
56
38
72
45
53
29
58
74
33
LITTLE DISSATISFIED
TOTAL
BUSINESS
CLASS
X1
X2
X3
X4
X5
X6
X7
X8
X9
16
2
17
8
8
2
21
19
0
8
5
7
14
17
7
4
5
12
1
16
1
3
0
15
0
1
11
0 65
2
0
0
0
1
0
0
2
32
66
55
58
35
71
68
35
1.How much do you consider Brand in purchasing detergent?

Y1
Y2
Y3
Y4
37

Brand
62
52
65
56
38
2.How much do you consider Advertisement in purchasing

detergent?
Advertisement
Y1
49
Y2
24
Y3
32
Y4
38
39
3.How much do you consider Advertisement in purchasing

detergent?
Price
Y1
71
Y2
61
Y3
66
Y4
72
4.How much do you consider Availability in purchasing detergent?

40
Availability
Y1
45
Y2
32
Y3
55
Y4
45
5.How much do you consider Fragrance in purchasing detergent?

41
Fragrance
Y1
Y2
Y3
Y4
49
44
58
53
6.How much do you consider Colour in purchasing detergent?

42
Colour
Y1
Y2
Y3
Y4
25
22
35
29
7.How much do you consider Safeside in purchasing detergent?

43
Safeside
Y1
Y2
Y3
Y4
62
64
71
58
8.How much do you consider Quality in purchasing detergent?

44
Quality
Y1
Y2
Y3
Y4
70
62
68
74
45
9.How much do you consider Size in purchasing detergent?

Size
Y1
Y2
Y3
Y4
20
28
35
33
46
CHAPTER V
conclusion
CONCLUSION
47
It is concluded that difference between the Parameters i.e Student, Service Class, Households
and Business Class is Significant. Also the difference between the Determinants i.e Brand,
Advertisement, Price, Availability , fragrance, Colour ,Safeside, Quality and
Size is also
Significant.
The companies are therefore ,advised to give more emphasis on cleanliness factors and price
where as less emphasis on fragrance and colour. They are also advised to make different
strategies for different parameters as they are showing different purchase behaviour.
48
CHAPTER VII
References
BIBLIOGRAPHY
49
1) Kothari C.R. Research Methodology New Delhi ,Willy Eastern Ltd.

1990,Second Edition.
2) Rampal K.M. Gupta S.1,Project Report Writing New Delhi ,Galgotia
Publication 2001.
3) Encarta Encylopedia standard 2004.
Web-site
www.wikipedia.com
www.google.com
www.altavista.com
50
Annexure
QUESTIONNAIRE
1. Age(in years) :
0-20
2. Occupation :
Service Person
20-40 40-60 More than 60

Business Class
Households
Students
Others (please specify):
3. Monthly Income (in Rs.) : 0 - 10,000
10,000 - 20,000
20,000-30,000
4. Gender :
Male
More than 30,000

Female
5. Which detergent do you usually prefer?

a. Surf
b.
Arial
c. Tide
d.
Nirma
e. Rin
f. Other (Please specify) ..
6. How much do you consider brand in purchasing detergent?

a.
High
b.
c. Little
7. How
much
On
an average
d. Not at all
do
you
consider
advertisement
in
purchasing
detergent?
a. High
b. On an average
c. Little
d. Not at all
8. How much do you consider price in purchasing detergent?
51
a.
High
c. Little
b. On an average
d. Not at all
9. How much do you consider availability in purchasing detergent?
10.
11.
12.
a. High
b. On an average
c. Little
d. Not at all
How much do you consider fragrance in purchasing detergent?

a. High
b. On an average
c. Little
d. Not at all
How much do you consider colour in purchasing detergent?

a. High
b. On an average
c. Little
d. Not at all
How much do you consider safe side in purchasing detergent?

a.
High
c. Little
13.
d. Not at all
How much do you consider quality in purchasing detergent?

a.
High
c. Little
14.
b. On an average
b. On an average
d. Not at all
How much do you consider size in purchasing detergent?

a.
High
c. Little
b. On an average
d. Not at all
YOUR OPINION: ........................................................................................................................

..
Place .
Date ..
signature
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A Study of Consumer Perception Towards Washing Powder Cack

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A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK