The term FMCG refers to those retail goods that are generally replaced or

fully used up over a short period of days , weeks , or months, and wi th in

one year. FMCGs have a short shel f life, either as a result of high consumer

demand or because the product deteriorates rapidly. Some FMCGs -such as

meat, fruits and vegetables, dairy products and bakedgoods-are highly

perishable. Other goods such as alcohol, toilet ries, pre-packaged foods, soft

drinks and cleaning products have high turnover rates.

Detergents are also known as synthetic detergents. They are different from

oil based soap though both soaps and detergents are surfactants. Their

important application is cleaning. Because of a number of advantages,

detergents are popular than soaps for cloth cleaning purpose and its

demand is always there if the product possesses both quality and price

effectiveness. There are a number of varieties of detergents varying in

percentages of active matter present in them and also different colours.

Manufacturing process of detergent powder is simple but marketing is not a

simple task here.

As we all know that Surf Excel is a very famous brand of in washing

detergent category. It has launched various products in the same range

from lower price segment to upper price segment. This project is mainly

concentrated on Surf Excel which is designed for all the societal classes.

I Conducted the research to know about the performance and the

satisfaction level of the respondents from Surf Excel with the help of

questionnaire. The main Objective was to know what is that the customers

perceive about the brand. Is it meeting the customers’ expectations or not. If

not what should be the measures to improve it to have a competitive stand

in the market.

INTRODUCTION OF PROJECT

1. 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.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

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.
Social class influences
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.
Reference groups

This can be described as group of people whose standards of

conducts of mould an individual’s 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
person’s 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.

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 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.

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 offer’s performance in relation to the buyer’s expectation. In general;
satisfaction is a person’s feeling of pleasure or disappointment resulting
 from comparing a product’s 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.

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 buyer’s innate
situation in terms of how ready they are to make the purchase in
terms of needing it at a particular point of time.

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.

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.
 OBJECTIVE OF THE STUDY
1. To study market position of detergent powder in Patna especially in
organized sector.

2. To study consumer's profile who are preferring Surf excel or Tide

detergent powder in Patna for their washing needs.

3. To study the strategy of marketing of competitors for dealing detergent

powder market.

4. To evaluate promotional tools as marketing strategy being used by

different detergent powder companies in Patna to establish the product
in market.

5. To suggest for overall improvement in sales for detergent powder

companies.

6. To study the satisfaction level of consumer of both the product.