Executive summary

This research has determined the consumer’s attitude with regards to Ariel
and Surf Excel, the brand image of both
thed e t e r g e n t s i n t h e m i n d s o f t h e c o n s u m e r s , t h e l e v e l o
f loyalty possessed by them and their level of satisfaction.
Thed a t a h a s b e e n c o l l e c t e d f r o m t h e r e s p o n d e n t s t h r o u g
hpersonal interviews and a detailed questionnaire wasd
esigned for that purpose. The interviews have bee
n conducted from the respondents at random locations and ontelephone. The
sample includes 23 respondents. The
datag a t h e r e d h a s b e e n a n a l y z e d o n a q u e s t i o n - b y -
q u e s t i o n b a s i s . Th e d e t a i l s o f t h e r e s e a r c h f i n d i n g s a r e
m e n t i o n e d a f t e r t h e a n a l y s i s . An d r e c o m me n d a t i o n s a r e g i v e n t o
t h e management based on the research findings
Introduction
Ariel
Procter & Gamble started its operations in the country in 1
9 9 1 i s marketing a range of consumer goods products. Ariel is the product
of P&G. Ariel detergent gives impeccable cleaning in stain removal.
Arielcontains unique ingredients that cannot be found in other
detergents,t h u s i t i s d e s i g n e d t o r e mo v e a m u l t i t u d e o f s t a i n s
b e t t e r. Ar i e l i s p e r f e c t f o r e v e r y d a y w a s h i n g n e e d s . Th e u n i q u e
f o r m u l a h a s b e e n designed to give brilliant cleaning and long lasting freshness.
Surf Excel
Surf Excel is the product of Unilever. Surf Excel is the oldest detergentbrand to be
present in Pakistan since 1960. The company believes thatdirt is a valuable way
to enrich lives, both young and old. To ensuret h a t e v e r y o n e , a n y w h e r e
i n t h e c o u n t r y, c a n s h a r e i n t h i s i n i t i a t i v e , Unilever invests heavily in
developing a range that suits the pockets of all income groups. This has
included launching affordable packs thatnot only offer the top-clean
advantages of Surf Excel, but also reducethe time, physical effort and
amount of water needed to wash clothesby hand.
Research Background and Project Overview

The consumer’s viewpoint is of great importance for the simple reason that they are the bread andbutter of any organization. • To comparatively gauge the level of Brand Loyalty possessed byconsumers of Ariel and Surf Excel .Ariel has been in the market for 18 years now. • To determine the brand image of Surf Excel in the minds of theconsumers. • To identify the perception of consumers about Ariel. • To determine the effectiveness of Ariel vis-à-vis Surf Excel. Information Needs • To determine the brand image of Ariel in the minds of t h e consumers. however Surf Excel hasa greater share in the detergent market.v i s S ur f Excel. this research is aimed to find out t h e c o n s u me r s p e r c e p t i o n w i t h r e g a r d s t o Ar i e l v i s . t h e l e v e l o f l o y a l t y possessed by the consumers and their level of satisfaction. T h i s r e s e a r c h w i l l a l s o t r y t o f i n d t h e b r a n d i m a ge of both thedetergents in the minds of the consumers . COMPARITIVE ANALYSIS OF CONSUMER PRECEPTIONWITH REGARDS TO ARIELVIS-À-VIS SURF EXCELResearch Objectives • To determine the attitude of consumers towards Ariel vis-à-vis Surf Excel.à . Hence. • To determine the satisfaction of consumers regarding t h e detergent they are using.

The questionnaire was designed according to the research objectives.• To determine the extent of brand awareness and brand recall of Ariel • To determine the extent of brand awareness and brand recall of Surf Excel Research Design and DataSources The research carried out is an exploratory research that is. 14q u e s t i o n s a r e i n c l u d e d i n t h e q u e s t i o n n a i r e .VI S S U R F EXCEL T h e f o c u s o f t h i s r e s e a r c h i s o b t a i n i n g p r i m a r y d a t a . Th e f a c t o r t h a t w a s c o n s i d e r e d i n or d e r t o q u a l i f y t h e housewives as an eligible respondent was. The respondentsinclude consumers of Ariel and surf Excel and personal interviews wereundertaken with the respondents. Data Collection Procedure The data has been collected from the respondents through personalinterviews and a detailed questionnaire was designed for that purpose. T h e q u e s t i o n n a i r e i s available in Annexes T h e i n t e r v i e w s h a v e b e e n c o n d u c t e d f r o m t h e r e s p o n d e n t s a s follows: • On telephone • At random locations. The sample includes23 respondents. All the respondents are from Gulshan Town and are h o u s e w i v e s . that she has used Ariel andSurf Excel both.À .the questions fulfill the aim of determining the comparative attitude of t h e c o n s u m e r s t o w a r d s Ar i e l a n d s u r f E x c e l . Sample Design Quota sampling has been used in this research. T h e d a t a i s acquired via communication with the respondents. . F or t h e s e p u r p o s e s . it has onlyd e t e r mi n e d t h e c o n s u m e r p e r c e p t i o n a b o u t A R I E L VI S .

what comes on topof your mind? 5. The similar responses to the open e n d e d questions were grouped together and are tabulated and e l a b o r a t e d graphically. what suggestions do youprovide? R e . The number of respondents highlighting a particular choice given to them in multiple choice questions have been calculated.Since when have you been using it? 6.Are you satisfied with the brand you arecurrently using? 1 0 P l e a s e e l a b o r a t e t h e a n s w e r 11.If we seek your suggestions to improve t h e sales of Surf Excel.When you think of Surf Excel.If we seek your suggestions to improve t h e sales of Ariel. P l e a s e g i v e t h e r e a s o n s 13. what suggestions do you provide? R e 14. Are you thinking to change the brand in thefuture? Op 1 2 .Data Processing The data gathered has been analyzed on a question-by-question basis. 1. tabulated and elaborated graphically.How is your overall experience with Ariel? O 8.Which detergent do you use? 3.What do you look for when making a purchasedecision for a detergent? 7.When you think of detergents which brand comesto your mind? 2. what comes on top of your mind? 4.When you think of Ariel.How is your overall experience with Surf Excel? 9.

04% of the respondents who have lived abroad saidthat they find a lot of difference in the quality of Arielwhich they used there and the one that is available inPakistan. • The general perception of 9% of the sample populationreflects that the quality of Ariel has gone down. 13% said that it was an average detergent. 9% recalled its advertisement and the remaining 9% associated packaging to it. Out of which 67% is willing totry a better detergent if available. • 2 1 .9 % r e c a l l e d i t s f r a g r a n c e a n d t h e r e m a i n i n g 4 % remembered the slogan • 17. • 52% of the respondents said that Surf Excel is a goodd e t e r g e n t . 7 4 % o f t h e r e s p o n d e n t s g a v e a g e n e r a l c o m m e n t that the detergents fade the colored fabrics. 1 3 % s a i d t h a t i t w a s a n average detergent. • Respondents who said they also go for packaging whenm a k i n g a p u r c h a s e d e c i s i o n w e r e c o n s u m e r s o f S u r f Excel and they all recalled the container packaging of Surf Excel which they found very convenient Recommendations for themanagement . • 7 0 % o f t h e r e s p o n d e n t s r e c a l l e d Su r f E x c e l a n d 3 0% recalled Ariel when they thought of detergent. • 52% of the sample population associated Bright clothesw i t h A r i e l . 2 2 % h a d a s t r o n g a s s o c i a t i o n w i t h i t s packaging.4% of the sample population who use Surf Excel saidthat they find it economical since they only have to usea little quantity.Research findings • 91% of the respondents were satisfied by the detergentthey are using. those who said they lookf o r e c o n o m y a l s o a d d e d t h a t t h e y l o o k f o r t h e b e s t quality in a reasonable price. • 61% of the sample population said they might changethe brand in the future. • All the respondents said that they look for performancewhen purchasing a detergent. • 13. 1 7 % f r a g r a n c e .

People perceive both the detergents as equally good. • Ariel needs to improve its packaging.In the wake of the analysis and findings of this research study. T h e company to introduce container packaging for its lar g e s i z e packs. which are usually bought monthly. It can introduce containerpacks which are refillable and are very convenient to use. thefollowing recommendations are extended to the management • Ariel ads always remain focused towards lower middle class but their price is high and out of reach for lower middle class so Ariel should decrease its prices and bring it to the level of Surf Excel. but they purchase Surf Excel since they find it more economical. Theyc a n i n t r o d u c e t h e c o n t a i n e r s f o r a l i m i t e d t i m e t h i s w o u l d increase the sales and people would get a chance to use the newa n d i m p r o v e d v e r s i o n o f A r i e l t h a t i s A r i e l E n z y m a x . .