A Study On Consumer Behaviour Towards ITC Vivel Soap in Raichur City

A study On Consumer Behaviour Towards ITC Vivel soap
KARNATAK UNIVERSITY, DHARWAD
KOUSALI INSTITUTE OF MANAGEMENT STUDIES
SUMMER INPLANT Project

A report on
“A STUDY ON CONSUMER BEHAVIOUR TOWARDS ITC-

VIVEL SOAP”
Undertaken at G. Abdul Razak & sons
For partial fulfillment of
MASTERS IN BUSINESS ADMINISTRATION
During the academic year 2013-14
Submitted by:
MR. SYED CHAND PASHA
Registration No: MBA13001055
INTERNAL GUIDE: EXTERNAL GUIDE:
Dr. Uttam kinange `

Mr. G. Abdul Rauf
Director ITC Distributor
KIMS, KUD RAICHUR 584 101
Kousali Institute Of Management studies,Dharwad Page 1


KARNATAK UNIVERSITY, DHARWAd
Dr. Uttam M kinange 91+836+2215305

Director 91+836+2440011
Tele / Fax [O]: 91+836+2741882
Professor in Management
[R]: 91+836+2742820
Email: uttam2020@gmail.com
Ref. No. KU/KIMS/2013-14/ Date:19.08.2014
CERTIFICATE
This is to certify that Mr.Syed Chand Pasha student of 2nd semester
has his Summer In Plant (SIP) at G. Abdul Razak & Sons, Raichur 584 101.
Entitled “A Study On Consumer Behaviour Towards ITC Vivel Soap ” in
partial fulfillment of MBA degree as prescribed by Karnatak University,
Dharwad during the academic year 2013-2014.
Register Number: MBA13001055
Dr. UttamKinange
Director
Examiner
1.______________________ 2.______________________


KARNATAK UNIVERSITY, DHARWAd
91+836+2215305
91+836+2440011
Dr. Uttam Kinange Tele / Fax [O]: 91+836+2741882
[R]: 91+836+2742820
Director KIMS Email: uttam2020@gmail.com
Ref No: KIMS/MBA/ 2013-14/ Date: 19.08.2014
CERTIFICATE
This is to certify that Mr. Syed Chand Pasha a bona-fide student of
Kousali Institute of Management Studies, Karnatak University, Dharwad has
completed his Summer In Plant (SIP) G. Abdul Razak & Sons, Raichur 584
101. He has prepared and submitted project assigned to him, namely “A Study
On Consumer Behaviour Towards ITC Vivel Soap” under my guidance.
Dr. Uttam
Kinange
Director KIMS

INDEX
S No. PARTICULAR Page No
1 Executive Summar 1
2 Industrial Profile 2-6
3 Company Profile 7-19
4 Product Profile 20-27
5 Introduction to topic 28-36
6 Research Design 37-39
7 Data Analysis & Interpretation 40-54
8 Other observation From Retailers 55
9 Findings 56
10 Suggestions 57
11 Conclusion 58
12 Biblography 59
13 Annexture 60-62
INTRODUCTION

EXECUTIVE SUMMARY
The study “A consumer behavior towards ITC vivel soap” is mainly concerned with
the retail market in Raichur. I had gone through some number of consumers and retail outlets
in every area comprising big or small and tried to cover major area in Raichur. One of the
reason for this study had been to understand and to find out the position of ITCs vivel soap in
the market and to know what is the distribution channel through which the retailers get the
personal care products of ITC LTD.As retailers are the last intermediary in distribution
channel who delivers the products to the final consumer and they very much depends upon
the retail markerts to get the desired product.
In the first part of my study, I prepared a questionnaire to know the visibility,

availability and demand and salesman visits of ITC personal care products to retail outlet.
And on that basis I came to know which soap is more in demand by the customers and where
ITCs vivel soap stands in the market.
Industry profile

During the British rule the Lever Brothers, England introduced modern soaps by
importing and marketing them in the country. The first company created was North West
Soap Company, the soap manufacturing plant in India situated in the city of Meerut, in the
state of Uttar Pradesh. In 1897, they started marketing cold process soaps. In 1918, Mr.
Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased
the Coconut Oil Mills at Cochin Kerala. OK Mills crushed and marketed coconut oil for
cooking and manufactured crude cold process laundry soaps that were sold locally and It
was renamed The Tata Oil Mills Company and its first branded soaps appeared on the
market in the early 1930's.
Soap became a necessity for the moneyed class by around 1937. Today with increase
in disposable incomes all around the world along with India, growth in rural demand is
expected to increase because consumers are moving up towards premium products.
However, in the recent past there has not been much change in the volume of premium soaps
in proportion to economy soaps, this was due to the increase in prices which has led some
consumers to look for cheaper substitutes. The major players in the market for the personal
wash (Soap) market are HLL, Norma and P&G.
The toilet soaps market is estimated at 530,000 TPA including small imports where
the Hindustan Lever is the market leader. The market has several, leading national and
global brands and a large number of small brands. The popular brands include Lifebuoy,
Lux, Cinthol, Liril, Rexona, and Nirma. Premium soaps are estimated to have a market
volume of about 80,000 tonnes. This translates into a share of about 14 to 15%. However, by
value it is as much as 30%.
Brief Introduction

Soaps are categorized into men's soaps, ladies' soaps and common soaps. There are
few specialty soaps like the Glycerine soaps, sandal soaps, specially flavored soaps,
medicated soaps and baby soaps. Specialty soaps are high valued which enjoy only a small
share of the market in value terms. The market is growing at 7% a year. This means that the
incremental demand generation is 5% over and above the population growth. With
increasing awareness of hygienic standards, the market for the Soaps could grow at a rate
higher than 8% annually. Interestingly, 60% of the market is now sourced from the rural
sector. This means that the variance between the two segments is not very large. Since
upper-end market focus is the urban areas, margins come from the urban sector.
Soap is a product for many people and the lathering up can be a treasured part of a
morning or nightly routine. Whether it might be scented or unscented, in bars, gels, and
liquids, soap is a part of our daily lives. In the United States, soap is a $1.390 million (US$)
industry with over 50 mass market brands. But in Indian markets the sales potential for soap
is only beginning to be realized. At the end of the year 2000, soap was a $1.032 million
(US$) business in India.
India is a country with a population of 1,030 million people. With the household
penetration of soaps is 98%. People belonging to different income levels use different
brands, which fall under different segments, but all income levels use soaps, making it the
second largest category in India. Rural consumers in India constitute 70% of the population.
Rural demand is growing, with more and more soap brands being launched in the discount
segment targeting the lower socio-economic strata of consumers. Soap manufacturers
originally targeted their products to the lowest income strata in urban as well as rural areas,
positioning their brands as a way to remove dirt and clean the body. For some brands, that
positioning persists even today with a focus on removal of body odor and keeping the user
healthy. However, soap positioning are moving towards skin care as a value-added benefit.
Soap is primarily targeted towards women, as they are the chief decision-makers in
terms of soap purchase and for Medicated positioning like germ killing and anti-bacterial are
marketed to families. About 75% of soap can be bought through the different types of
outlets. This is the most common source for buying soap, which usually forms a part of the
month's grocery list. Pan-Beedi Shops: These are really small shops, almost like handcarts,

and they are primarily set up to dispense cigarettes and chewing tobacco. Total annual soap
sales by companies marketing their brands at national or state levels is estimated at 14,000
tonnes of a total soap market considered to be about 126,000 tonnes.
Market Capitalization
Today in the Indian economy the popular segments are 4/5ths of the entire soaps
market. The penetration level of toilet soaps is 88.6%. Indian per capita consumption of soap
is at 460 Gms per annum, while in Brazil it is at 1,100 grams per annum. In India, available
stores of soaps are five million retail stores, out of which, 3.75 million retail stores are in the
rural areas. 70% of India's Market Capitalization population resides in the rural areas and
around 50% of the soaps are sold in the rural markets.
Size of the Industry
The Indian Soap Industry includes about 700 companies with combined annual
revenue of about $17 billion. Major companies in this industry include divisions of P&G,
Unilever, and Dial. The Indian Soap Industry is highly concentrated with the top 50
companies holding almost 90% of the market. The market size of global soap and detergent
market size was estimated to be around 31M tonne in 2004, which is estimated to grow to
33M tonne in the coming years. Toilet soaps account for more than 10% of the total market
of soap and detergents. In Asia, the countries like China and India are showing rapid growth
in the toilet soap section. Market share of body wash was estimated to be around 2% in 2004
and is showing signs of healthy growth in these markets. India's soap market is Rs 41.75

billion.
Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a

competitive edge, Indian companies are now relaunching their brands with value-additions
to woo consumers across India. For instance, Hindustan Lever Ltd (HLL) has recently
launched a host of toilet soap brands which include Lifebuoy, Lux, Breeze and Liril-with
value additions. Also is in the process of rolling out 'Ayush' ayurvedic soap. The aim is to
meet the evolving needs of customers.
Total Contribution to the economy / sales
In terms of market share for Indian Soap Industry the data indicates that HLL had a
market share of 64 % in the soap market, followed by Nirma at 16.8 % and Godrej at 4.4%.
Nirma's market share was in the northern region was 21 %. The largest contributor to the
toilet soaps market in Indian market is Hindustan Lever with the total contribution to the
economy & enjoys almost a two-thirds share, with the second ranked Nirma Soaps placed at
a distantly low share of 16.8%. Lux and Lifebuoy have held the sway of the market for
almost fifty years.
Top Leading Companies

In the Rs 4,800-crore Indian toilet soaps market, the lead players include:
 HLL
 Godrej Consumer Products Ltd
 Colgate Palmolive Ltd and
 Wipro Consumer Care
Employment opportunities
Indian Soap Industry has tremendous opportunities in the manufacturing companies

of soaps for Graduates and post graduates in the areas of Marketing, Finance,
Administration, Advertising and even opportunities for the models to act in ads for the
soaps.
Latest developments
 In Indian Soap Industry the entry of new players in the 6,500-crore toilet soaps industry is
expected to bring about a new twist in the "Indian soap opera".
 ITC Ltd has started investing in aggressive brand-building and product development projects
to promote its brands, Fiama De Wills, Vivel and Superia.
 Godrej Consumer Products Ltd and Wipro Consumer Care Lighting are established players
in the Industry which are beefing up their research projects and advertising plans to take on
new rivals.
 With increasing competition, the Indian Soap Industry is expected to register a healthy
growth this fisca. The sector registered a 15% value growth.
 GCPL is hiking its advertising budget by 20% to gain high visibility for its brand
Company Profile
THE ITC VISION

Sustain ITC’s position as one of India’s most valuable corporations through world
class performance, creating, growing value for the Indian economy and the Company
Stakeholders.
THE ITC MISSION

To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value.
ITC was incorporated on August 24, 1910 under the name of ‘Imperial Tobacco
Company Of India Limited.’ Its beginnings were humble. A leased office on Radha Bazar
Lane, Kolkata, was the centre of the Company’s existence.
The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot
of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of
Rs. 3,10,000. This decision of the Company was to mark the beginning of a long and eventful
journey into India’s future.
The Company headquarter building, ‘Virginia House’, which came up on that plot of
land two years later, would go on to become one of Kolkata’s most venerated landmarks. The
Company’s ownership progressively indianised, and the name of the Company was changed
to I.T.C. Limited in 1974.
In recognition of the Company’s multi-business portfolio encompassing a wide range

of businesses-Cigarettes & Tobacco, Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting
Gifting & Stationery- the full stops in the Company’s name were removed effective
September 18, 2001. The Company now stands rechristened ‘ITC Limited.’
Personal care products have been an important part of our life, since ages.The Soap
industry has been growing at around 10% for the last three years, while the branded segment
is growing at about 30% per annum.
While Indian consumers constantly looking for variety and getting quality-conscious
day by day, high quality soap with an Indian fragnent would surely be an absolute hit in the

market.The company manufactures a wide variety of soaps having unique ranges as well as
variants to provide nourishment, protection ,moister etc.
In 1957 the company launched its hotels business with the acquisition of a hotel in
Chennai, which was rechristened ITC-Welcome group Hotel Chola. The objective of ITC’s
entry into the hotels business was rooted in the concept of creating value for the nation. ITC
choose the hotels business for its potential to earn high levels of foreign exchange, create
tourism infrastructure and generate large- scale direct and indirect employment. Since, then
ITC’s hotels business has grown to occupy a position of leadership, with over 65 owned and
managed properties spread across India.
In 1979, ITC entered the paperboards business by promoting ITC Bhadrachalam

Paperboards Limited, which today has become the market leader in India. Bhadrachalam
Paperboards amalgamated with the company effective from March 13, 2002 and became a
division of the Company, Bhadrachalam Paperboards Division. In November 2002, this
division merged with the company’s Tribune tissues division to form the paperboards &
Specialty papers division. ITC’s paperboard’s technology, productivity, quality and
manufacturing processes are comparable to the best in the world. It has also made an
immense contribution to the development of sarapaka, an economically backward area in the
state of Andhra Pradesh. It is directly involved in education, environmental protection and
community development. In 2004, ITC acquired the paperboard manufacturing facility of
BILT Industrial Packaging Company Limited (BIPCO), near Coimbatore, TamilNadu. The
Kovai unit allows ITC to improve customer service with reduced lead time and a wider
product range.
In 1985, ITC set up Surya Tobacco Company in Nepal as an Indo-Nepal and British
joint venture. Since inception, ITC, British American Tobacco and various independent
shareholders in Nepal have held its shares. In August 2002, Surya Tobacco became a
subsidiary of ITC Limited and its name was changed to Surya Nepal Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing

company and a major supplier of tissue paper to the cigarette industry. The merged entity was

named the Tribeni tissues Division (TTD). To harness strategic and operational synergies,
TTD was merged with Bhadrachalam Paperboards Division to form the Paperboards &
specialty Papers Division in November 2002. Also in 1990, leveraging its agro-sourcing
competency, ITC set up the international business division (IBD) for export of Agro-
commodities. The division is today one of the India’s largest exporters. ITC’s unique and
now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya
Pradesh. Now its extends to 7 states covering over 3.5 million farmers. ITC’s first rural mall,
christened “CHOUPAL SAGAR” was inaugurated in August 2004 at Sehor. The year 2006
witnessed the ramping up of the company’s rural retailing network with 10 “Choupal Sagar”
being operational in three states of Madhya Pradesh, Maharashtra & Uttar Pradesh. Nine
more “Choupal Sagar” are in an advanced stage of construction and will be launched shortly.
In 2000, ITC’s packaging & printing business launched a line of high quality greeting
cards under the brands name “Expressions”. In 2002, the product range was enlarged with the
introduction of gift wrappers, autograph books and slam book. In the same year, ITC also
launched “Expression Matribhasha”, a vernacular range of greeting cards in 8 languages and
“Expression Paper Kraft”, a range of premium stationery products. In 2003, the company
rolled out ‘Classmate’ a range of notebooks in the school stationery segment.
ITC also entered the Lifestyle retailing business with the WILLS SPORT range of
international quality relaxed wears for men and women in 2000. The Wills Lifestyle chain of
exclusive stores later expanded its range to include Wills classic formal wear (2002) and
Wills Club life evening wear (2003). ITC also initiated a foray into the popular segment with
its men’s wear brand, John Players, in 2002.
In December 2005, ITC introduced Essenza Di Wills, an exclusive line of prestige

fragrance products, to select ‘Wills Lifestyle’ stores.
In 2006, Wills Lifestyle became title partner of the country’s most premier event-
Wills Lifestyle India Fashion Week- that has gained recognition from buyers and retailers as
the single largest B-2-B platform for the Fashion Design industry. To mark the occasion ITC
launched a special ‘Celebration Series’ takes the event forward to consumers.

In 2000, ITC spun off its Information Technology Business into a wholly owned
subsidiary, ITC InfoTech India Limited, to more aggressively pursue emerging opportunities
in this area. In a short span of 5 years, ITC InfoTech has already crossed over US$ 60 million
in revenues.
ITC’s foray into the foods business is an outstanding example of successfully

blending multiple internal competencies to create a new driver of business growth. It began in
August 2001 with the introduction of ‘Kitchens of India’ ready to eat Indian gourmet dishes.
In June 2002 ITC entered the confectionary, staples and snacks food segment. In just 5 years,
the foods business has grown to a significant size with 100 differentiated products, 5
distinctive brands, an enviable distribution reach, a rapidly growing market share and a solid
market standing.
In 2002, ITC philosophy of contributing to enhancing the competitiveness of the

entire value chain found yet another expression in the safety matches initiative. ITC now
markets popular safety matches brands like- icon, Mangaldeep, Vaxlite, Delite and Aim.
ITC’s foray into the marketing of Agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC’s popular Agarbattis brands
include Spriha and Mangaldeep across the range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.
ITC is one of the India’s foremost private sector companies with a market
capitalization of nearly US $ 19 billion* and a turnover of over US $ 5.1 Billion. ITC is rated
among the World’s best Big Companies, Asia’s ‘Feb. 50’ and the World’s Most Reputable
Companies by Forbes magazine, among India’s Most Respected Companies by Business
World and among India’s Most Valuable Companies by Business Today. ITC ranks among
India’s ’10 Most Valuable (Company) Brands’, in a study conducted by Brand Finance and
published by the Economic Times. ITC also ranks among Asia’s 50 best performing
companies compiled by Business Week.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agro-Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels,

Paperboards, Packaging and Agro-Exports, it is rapidly gaining market share even in its
nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and
Stationery.
As one of India’s most valuable and respected corporations’ITC is widely perceived

to be dedicatedly nation-oriented. Chairman Y. C. Deweshwar calls this source of inspiration
“a commitment beyond the market.” In his own words: “ITC believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing
shareholders value. ITC practices this philosophy by not only driving each of its businesses
towards international competitiveness but by also consciously contributing to enhancing the
competitiveness of the larger value chain of which it is a part.”
ITC’s diversified status originates from its corporate strategy aimed at creating
multiple drivers of growth anchored on its time-tasted core competencies: unmatched
distribution reach, superior brand- building capabilities, effective supply chain management
and acknowledged service skills in hoteliering. Over time, the strategic forays into new
businesses are expected to garner a significant share of these emerging high-growth markets
in India.
ITC’s Agri-Business is one of India’s largest exporters of agricultural products. ITC is

one of the country’s biggest foreign exchange earners (US $ 3.2 billion in the last decade).
The Company’s ‘e-Choupal’ initiative is enabling Indian agriculture significantly enhance its
competitiveness by empowering Indians farmers through the power of the Internet. The
transformational strategy, which has already become the subject matter of a case study at
Harvard Business School, is expected to progressively create for ITC a huge rural distribution
infrastructure, significantly enhancing the Company’s marketing reach.
ITC wholly owned Information Technology subsidiary, ITC InfoTech India Limited,
is aggressively pursuing emerging opportunities in providing end to end IT solutions,
including e-enabled services business process outsourcing.
ITC production facilities and hotels have won numerous national and international
awards for quality, productivity, safety and environment management systems. ITC was the
first company in India to voluntarily seek a corporate governance rating.

ITC employs over 25,000 people at more than 60 locations across India. The
Company continuously endeavors to enhance its wealth generating capabilities in a
globalizing environment to consistently reward more than 3, 68,000 shareholders, fulfill the
aspirations of its stakeholders and meet societal expectations. This over-arching vision of the
company is expressively captured in its corporate positioning statement: “Enduring Value.
For the Nation. For the Stakeholder.”
ECONOMIC PERFORMANCE
• India’s largest FMCG Company.
• Fastest growing food business
• 2nd largest exporter of agric-commodities.
• Account for 2% of country agric-export.
• Gross income of Rs. 16,511 corers ( US $ 3.5 Billion)
• Market capitalizations of Rs.73,207 corers(US $ 16 Billion)
• Foreign exchange earning of US $ 2.5 Billion (1997-2006)
• Direct Group Employment of 28,000 (Of which 20,000 in ITC) and indirect employment across
the value chain of 5 million people.
• Now business alone support over 120 SME’s across the country.
SOCIAL PERFORMANCE
Empowering over 3.5 million farmers through nearly 6000 e-choupals covering 3,6000
villages as at November 2006 : 6500 e-choupals covering 38000 villages)
 41000 hectares greened with 149 million saplings (As at November 2006:63,000
hectares greened with 254 million saplings)
 10,277 hectares of drylands irrigated (As at November 2006 : 15000 hectares)

 2154 women entrepreneurs created (As at November 2006 : 4867 women

entrepreneurs)
 37000 children covered under rural education (As at November 2006 : 60000
children)
ENVIRONMENTAL PERFORMANCE
 ITC turns carbon positive (sequestering / strong more CO2 than it emits.
 Water positive: four years in a row (creating rainwater harvesting potential greater
than net consumption.)
 Getting closer to zero solid waste discharge ( Through reduction , reuse and 100%
recycling)
 ITC Green Centre, Gurgaon: The first Corporate building in India with LEEC
Platinum Rating.
 ITC’s Bhadrachalam unit: the only paperboards mill in India producing food grade
ECF (Elemental Chlorine Free) pulp.
ITC constantly Endeavors to benchmark its products, services and processes to global
standards. The company’s pursuit of excellence has earned its national and international
honors. ITC is one of the eight Indian companies to figure in Forbes A- List for 2004,
featuring 400 of “the world’s best big companies.” Forbes has also named ITC among
Asia’s’Fab 50’ and the World’s Most Reputable Companies.
ITC has several ‘firsts’ to its credit:
ITC is the first from India and among the first 10 companies in the world to publish
its Sustainability Report in compliance (at the highest A+ level) with the latest G3 guidelines
of the Netherlands- based Global Reporting Initiative (GRI), a UN- backed, multistakeholder
international initiative to develop and disseminate globally applicable Sustainability
Reporting Guidelines.
ITC is the first Indian company and the second in the world to win the prestigious
Development Gateway Award. It won the $ 100,000 Award for the year 2005 for its
trailblazing ITC e-Choupal initiative which has achieved the scale of a movement in rural
India. The Development Gateway Award recognizes ITC’s e-Choupal as the most exemplary

contribution in the field of Information and Communication Technologies (ICT) for

development during the last 10 years. ITC e-Choupal won the award for the importance of its
contribution to development priorities like poverty reduction, its scale and replicability,
sustainability and transparency.
ITC has won the inaugural ‘World Business Award’ the worldwide business award
recognizing companies who have made significant efforts to create sustainable livelihood
opportunities and enduring wealth in developing countries. The award has been instituted
jointly by the United Nations Development Programme (UNDP) and the HRH Prince of
Wales International Business Leaders Forum (IBLF).
ITC is the first Corporate to receive the Annual FICCI Outstanding Vision Corporate
Triple Impact Award in 2007 for its invaluable contribution to the triple bottom line
benchmarks of building economic, social and natural capital for the nation.
 ITC has won the Golden Peacock Awards for ‘Corporate Social Responsibility
(Asia)’ in 2007, the Award for ‘CSR in Emerging Economies 2005’ and ‘Excellence
in Corporate Governance’ in the same year. These awards have been instituted by the
Institute of Directors, New Delhi, in association with the World Council for Corporate
Governance and Centre for Corporate Governance.

 The Company’s Green Leaf threshing plants at Chirala and Anaparti in Andhra
Pradesh are the first units of their kind in the world to get ISO 14001 environment
management systems certification.
 ITC’s cigarette factory in Kolkata is the first such unit in India to get ISO 9000
quality certification and the first among cigarette factories in the world to be awarded
the ISO 14001 certification.
 ITC Maurya in New Delhi is the first hotel in India to get the coveted ISO 14001
Environment Management Systems Certification.
 ITC Filtrona is the first cigarette filter company in the world to obtain ISO 14001.
 ITC InfoTech finds pride of place among a selected group of SEI CMM Level 5
companies in the world.
 ITC’s Green Leaf Threshing plant in Chirala is the first in India and among the first
10 units in the world to bag the Social Accountability (SA 8000) certification.
 ITC’s R&D Centre in Peenya, Bengaluru has the distinction of being the first
independent R&D centre in India to get ISO 9001 accreditation and certified with ISO
14001 for Environment Management Systems by
 DNV. The R&D centre is also certified for the standard ISO/IEC 17025:2005, by
National Accreditation Board for Testing and Calibration Laboratories (NABL). This
certification is awarded for “General requirement for the competence of Testing &
Calibration Laboratories.”
 ITC Chairman Y. C. Deveshwar has received several honors over the years. Notable
among them are:

YEAR AWARD
2007:- SAM/SPG Sustainability Leadership Award conferred at the International

Sustainability Leadership Symposium, Zurich.
2006:- Business Person of the year from UK Trade & Investment, the UK Government
organization that supports overseas businesses in that country.
2006:- Inducted into the ‘Hall of Pride’ by the 93rd Indian Science Congress.
2005:- Honoured with the Teachers Lifetime Achievement Award.
2001:- Manager Entrepreneur of the year from Ernst & Youth Retail Visionary of the year
from Images, India’s only fashion and retail trade magazine.
1998:- Honorary Fellowship from the all India Management Association.
1996:- Distinguished Alumni Award from IIT, Delhi.
1994:- Marketing Man of the Year from A&M, the leading marketing magazine.
1986:- Meridien Hotelier of the Year.
Some of the other notable recognitions are:
The Stockholm Challenge 2006 for the e-Choupal initiative. This award is for using
Information Technology for the economic development of rural communities.
United Nations Industrial Development Organization (UNIDO) Award at the

international conference on Sharing Innovative Agribusiness Solutions 2008 at Cairo for
ITC’s exemplary initiatives in agri business through the e-Choupal.
The Corporate Social Responsibility Crown Award for Water Practices from
UNESCO and Water Digest for its distinguished work carried out in the water sector in India.
ITC also received the National Award for Excellence in Water Management 2007 in the
‘beyond the fence’ category from the CII Sohrabji Godreg Green Business Centre for its
leadership role in implementing water and watershed management practices.

The watershed programme also won the Asian CSR Award 2007 for Environmental
Excellence given by the Asian Institute of Management. The Award recognizes and honours
Asian companies for outstanding, innovative and world-class projects. The Company also
received the Ryutaro Hashimoto Incentive Prize 2007 for Environment & Development from
the Asia Pacific Forum. This Award aims at promoting information dissemination of good
practices towards sustainable development in the Asia-Pacific region.
The Reader’s Digest Pegasus Award for corporate social responsibility, recognizing
outstanding work done by socially conscious companies.
 The Corporate Award for Social Responsibility 2008 from The Energy and Resources
Institute (TERI) in recognition of its exemplary initiatives in implementing
 Integrated watershed development programmes across 7 states in India. The company
also won the award in 2004 for its e-Choupal initiative. The Award provides impetus
to sustainable development and encourages ongoing social responsibility processes
within the corporate sector.
The ‘Enterprise Business Transformation Award’ for Asia-Pacific (Apac), instituted by

Infosys Technologies and Wharton School of the University of Pennsylvania for its
celebrated e-Choupal initiative.
 The Best Corporate Social Responsibility Practice Award 2008 jointly instituted by
the Bombay Stock Exchange, Times Foundation and the NASSCOM Foundation.
The NASSCOM-CNBC IT User Award 2008 in the Retail & Logistics category. The
Company has been recognized for its pro-active and holistic approach to IT adoption and the
seamless alignment of IT with business strategy. This is the fourth time that ITC has won
Nasscom’s Best IT User Award since it was instituted in 2003.
 The Institute of Chartered Accountants of India Award for Excellence in Financial

Reporting with its Annual Report and Accounts, adjusted as a commendable entry
under the Category ‘Manufacturing and Trading Enterprises.’

 The Business Today Award for the Best Managed Company in recognition of its
outstanding initiatives in the consumer products segment.
 The only Indian FMCG Company to have featured in the Forbes 2000 list. The Forbes
2000 is a comprehensive ranking of the world’s biggest companies, measured by a
composite of sales, profits, assets and market value. The list spans 51 countries and 27
industries.
 The NDTV Profit Business Leadership Award for being the Best Food Company of
2007. The Award has been instituted to recognize organizational excellence.
 The CNBC-TV18’s International Trade Award 2008 for Outstanding Exporter of the
Year in the FMCG & Food category.
 ITC continues its dominance of ‘The Economic Times’ Brand Equity listing of India’s
100 Biggest FMCG Brands, with three brands from its stable making it to the top five.
Gold Flake remains India’s biggest FMCG brand in terms of sales. Navy Cut ranks at
No. 4. ITC’s Scissors brand ranks at No. 5 and is the only new entrant into the top 10.
 Restaurant magazine has chosen Bukhara at the ITC Maurya, New Delhi as the best
Indian restaurant in the world and the best restaurant in Asia. Bukhara has also been
adjusted one of the top 50 restaurants in the world by the London based magazine
‘The Good Food Guide.’Bukhara is the only South Asian restaurant to figure in the
list.
 The “Best Supply Chain Practices Award” for time-effective and cost-efficient
Logistics Management in Organized Retail to ITC’s Lifestyle Retailing Business
Division (LRBD).
ITC BUSINESS PROFILE
 FMCG
 Cigarettes
 Foods
 Life Style Retailing
 Greeting , Gifting & Stationary
 Safety Matches

 Agarbatties
HOTELS
PAPERBOARDS & PACKAGING
 Paperboards & Specialty Papers

 Packaging
AGRI-BUSINESS
 Agri Exports
 E-Choupal
 Leaf Tobacco
GROUP COMPANIES
INFORMATION TECHNOLOGY

Product Profile
About Personnel Care Product
In Line With I.T.C’S Aspiration To Be India’s Premier FMCG Company,Recognized

For Its World- Class Quality And Enduring Consumer Trust,I.T.C Forayed Into The Personal
Care Business In July In 2005.In The Short Period Since Entry,I.T.C Has Already Launched
An Array Of Brands,Each Of Which Offers A Unique And Superior Value Proposition To
Discerning Consumers.Anchored On Extensive Consumer Research And Product
Development,I.T.C’s Personal Care Portfolio Brings World-Class Products With Clearly
Differentiated Benefits To Quality-Seeking Consumers.
I.T.C’s Personal Care Portfolio Under The Essenza Di Wills,Fiama Di Wills,Vivel Di

Wills Vivel Ultra Pro,Vivel And Superia Brands Has Received Encouraging Consumer
Response And Is Being Progressively Extended Nationally.
I.T.C’s State Of The Art Manufactucturing Facility Meets Stringent Requirements Of

Hygiene And Benchmarked Manufacturing Practices. Contamporary Technology And The
Latest Manufacturing Processes Have Combined Distinctly Superior Products Which Rank
High On Quality And Consumer Appeal.Extensive Insights Gained By ITC Through Its
Numerous Consumer Engagements Have Provided The Platform For Its R&D And Product
Development Teams To Develop Superior,Differentiated Products That Meets The
Consumer’s Stated And Annate Needs.The Product Formulations Use Internationally
Recognized Safe Ingredients,Subjected To The Highest Standards Of Safety And
Performance.
ITC TRIES TO FIND ITS FEET IN PERSONAL CARE
Cigarettes to hotel major ITC entered the consumer products business in 2007 . in three
years, it has managed to corner a two per cent market share.But ITC feels that’s no mean
achievement for a late entrant . The consumer and personal care products market is highly
competitive, dominated by well-entrenched brands from companies such as Hindustan
Unilever (HUL) procter and gamble, L’Oreal India , Dabur India and cavin Care . The lion’s

share is with HUL ,whose brands –Lux,Dove,Sunsilk and Clinic Plus- have about half the
market .
Anand Shah of Angel Broking says it takes about five years for a brand to break even.
If ITC gains 5% to10% market share in ten years, that should start earning the company
profits, Shah adds.In absolute terms, two percent of the personal care market is not a small
share. According to Nielsen, the personal Carew market between March-2009 and February
2010 touched Rs 16,313 crore,which iod\s a growth of 10% over the same period in the
previous year .while the men’s personal care market is estimated at Rs 14,29 crore and
growing at 10%,that for women is worth Rs 6,678 crore and growing at nearly 21%.
ITC knows it’s a tough fight and willing to give time. Innovation and extensive
marketing are the company’s mantra to strengthen its footprint in the personal care domain.
“We intend to build on innovations to find a foothold in the already cluttered personal care
market,” says Sandeep Kaul ,chief executive of ITC’s personal care business. The Fiama Di
Wills transport gel bathing bar is an example of product innovation which is developed with
liquid crystal freezing technology that intends to combine a shower gel in a bathing bar
format. ITC’s current personal care portfolio includes soaps,shampooa and fragrances. These
products are marketed undr the Fiama Di Wills, Superia and Vivel brands.Superia caters to
the mass consumer segment,Vivel targets the premium and Fiama the so-called super-
premium market.
According to Kaul, the personal care sector holds immense appeal for ITC due to the
category’s size and growth potential.But the personal care segment in India is immensely
competitive. Anand Ramanathan, analyst with KPMG, says, “In categories like soaps, the
competition is quite intense. But ITC is likely to combat it bwith it s distribution muscle.
however, because of intense competition,ITC would be under margin pressure and so the
personal care business for the company would not b as profitable as its other businesses.”
“ITC, however,can recover from the margin pressure to some extent with the help of
premium products in niche categories,” Ramana than points out. Devangshu Dutta ,chief
executive of specialist management consultancy firm, Third Eyesight, feels that market
leaders like HUL still feels it reaches 60 per cent of the market. So, even a new entrant like
ITC can find potential care segment.

“ITC has diversified over the last 10 years as part of its strategy to expand into non-cigarette
categories. The real challenge will be effective communication and marketing”, Dutta adds.
Ramanujam Sridhar, CEO, Brand-Comm, says:”There is a reasonable amont of loyalty

among consumers for personal care products, especially in skincare, which can pose a
challenge for any new entrant, including ITC.
However, ITC enjoys a strong brand recall and its strongest qualifier is its distribution
muscle, which should help the company establish itself in newer categories as well.”
ITC PERSONAL CARE PRODUCTS REVEUE UP 86%
The business made a forey into fast growing and relatively under-penetrated domestic
skin care market with the launch of ‘Vivel A ctive Fair Cream’ in June 2010 in select
markets.
ITC Persoanl care business continued to make significant progress in gaining

consumer franchise with revenues growing up 86% during the quarter .product offerings
under the ‘Essenza Di Wills ’ ‘Fiama Di Wills’, ‘Vivel Di Wills’, ‘Vivel’ , ‘Superia’ brands
continue to focus on enhancing consumer benefits.

The business made forey into the fast growing and relatively under penetrated
domestic skin care market with the launch of ‘Vivel Active Fair cream’ in June 2010 in select
markets. The product, with its unique “Fair Lock System” seeks to deliver superior benefits
in the form of faster and longer fairness & higher levels of sun protection. It has a SPF 15 sun
protecting rating.
The business sustained its impressive growth in the soaps category achieving a
volume market share of 5%.Product portfolio was enlarged with new offerings in the
freshness segment with the launch of ‘Vivel Deo Spirit’. Currently,brands ‘Vivel’ &
‘Superia’ are each estimated to be more than Rs 200 crore per annum in terms of consumer
spend.
The business is investing in building a strong portfolio of products & brands through
well-defined research & development strategies backed by the company’s state of the arts
R&D Centre.It is also Continously enhancing the quality of engagements with consumers
through efficient deployment of media,direct contact and promotional activities across
conventional & new age consumer connect avenues.
The business continues to leverage investments in tax –exempt manufacturing

facilities at Haridwar(Uttrakhand0 and Manpura(Himachal Pradesh).Apart from fiscal
benifits that will acrrue on such investments,this facilities will provide a higher degree of
flexibility in manufacturing and ensures higher standard of product quality.

Itc Expands Personal Care Product Range (14th Feb 2008)
Expanding its portfolio of personal care products,ITC today launched ‘Vivel Di Wills’
and ‘ Vivel’, yet another world class range of soaps for the Indian Consumer.This follows the
successof ITC previous launches ‘Essenza Di Wills’, ‘Fiam Di Wills’ and Superia.
Backed by Consumer insights,’Vivel Di WILLS offers a unique value proposition of

bringing together ingridients that provides the benefits of nourishment,protection and
hydration from a single product.This unique features provide the discerning consumer
complete care,thereby enhancing beauty & confidence.
All products have been scientifically developed at ITC R&D centre after four years of
extensive research.The products are enriched with Actipro N which have
nourishing,protecting&hydrating ingridients.The equisite fragrances for the various products
have developed by leading international fragrance houses.
The unique cartoon pack has been developed by ITC’S Design team to provide a
novel consumer experience.
The Vivel Di Wills Range is availabler in two variants-
• Vivel Di Wills sheer radiance is enriched with olive oil which provides skin luster
&radiance.
• Vivel Di Wills sheer creem is enriched with shea butter which mosturises skin yo
make it soft & supple.
The Vivel Range is available in four variants-
 Vivel Young Glow is enriched with Vitamin E & Fruit infusions which provide
youthful glow to the skin.
 Vivel Satin Soft is enriched with Vitamin E &Aloe Vera which leaves the skin
beautifully soft.
 Vivel Sandal Sparkle is enriched with Sandalwood Oil & Active Clay which helps in
providing clear skin.

 Vivel Ayurveda Essence is enriched with multiple Ayurvedic ingredients helping to

protect skin from germs 7 harsh environment,keeping it healty &beautiful.
VIVEL PORTFOLIO
Between February and June 2008,ITC expanded its personal care portfolio with the
launch of VIVEL DI WILLS and VIVEL Brands. Vivel Di Wills,a range of soaps, and Vivel,
a rangr of soaps and shampoos ,cater to the specific needs of a wide range of consumers.
Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper
mid and mid market consumer segments.All products offer a unique value proposition of
bringing together ingridients that provide the benefit of Nourishment,Protection and
Moisturisation through one product,hence providing the ever discerning consumer complete
care,which makes her beautiful and confident.
The Vivel Di Wills range soaps is available in two variants:-
 Vivel Di Wills Sheer Radiance is enriched with Olive oil,to provide skin luster to
make it radiant.
 Vivel Di Wills Sheer Cream is enriched with Shea Butter,to moisturize skin to make it
soft and supple.

The Vivel range of soaps is available in five variants:-
 Vivel Young Glow is enriched with Vitamin E and Fruit infusions which helps in
providing youthful glow to the skin.
 Vivel satin soft is enriched with Vitamin E and aloe vera which helps the skin feel
beautifully soft.
 Vivel sandal sparkle is enriched with sandalwood oil and actie clay which helps in
providing clear skin.
 Vivel ayurveda essence is enriched with multiple ayurvedic ingriendts which helps
skin protect skin from germs and harsh environment,keeping it healthy and beautiful.
 Vivel silk spring is enriched with green apple extracts and olive oil which helps in
making skin smooth.

Swot Analysis
SWOT ANALYSIS OF ITC LTD
STRENGTH
 Brand
 Distribution Network
 Management
WEAKNESS
 Dependence on tobacco revenues.

 Negative connection of tobacco.
OPPURTUNITIES
 Rural Market.
 E-choupal
 Low per capita consumption of personal care product
THREATS
 Competition both domestic and international.

 Increasing tax on cigarettes.

Introduction To Topic
Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.The American marketing association offers the following definition; “marketing
is the process of planning and executing the conception pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
goods.”
Importance of marketing:
Marketing is recognized as the most significant activity in our society, marketing is all
around us. Our delivery existence, our entire economic life our life style are continuously
affected by a wide range of marketing activities.
 Marketing is a connecting link between the consumer and the producer marketing
process brings new & new items to retail shops from where the consumer can have
them.
 Marketing has achieved social importance because it is entrusted with the task of
creation & delivery of standard of living of society.
 Marketing facilitates the development of business of creates employment
opportunities for people.
 Marketing studies continuously consumer demand which is varied and dynamic.
 Marketing removes the imbalances of supply by transferring the surplus to deficit
areas, through better transfer facilities.
 Marketing include all activities in the creation of utilities from places time and
possession.

The Distribution Channel of Vivel Soap
Manufacturer
Carry and Forward
Distributor
Wholesaler
Retailers
Consumers
Consumer Behaviour:
Consumer behaviour is defined as all psychological social and physical behaviour of

potential customers as they become aware of evaluate, purchase, consumer and tell other
about products and services each element of this definition is important. Buyer behaviour
involves both individual (psychological) processes & group (social) process.
 Consumer behavior is reflected from awareness right through post purchases.

 Consumer behavior includes communication purchasing and consumption behavior.

Importance of consumer behaviour:
 The importance of studying consumer behavior is routed deeply in the modern

concept through studying the consumer behavior business can help consumer solve
their consumption problems by understanding them and trying to analysis the buying
process and factors influencing it.
 The Emerging buyer movement necessitates market to understanding buyer behavior,
their needs aspirations. Expectations and problems it will be useful in exploiting
marketing opportunities and meeting challenges of the markets.
 The marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through
the distribution channel convenient to him with the right type of promotion to do this
a study of buyer behaviour is necessary.
Scope of consumer behaviour:
The study of the consumer behaviour is the study of how individuals make decision to
spend their available resources on the consumption related items. It includes the study of
what they buy why they buy it and how after they buy it.
Need For Consumer Behaviour Study:
Each individual has a different reason and motivating factors in his or her choice of
tubes the consumer may commit his resources on a particular brand of tubes for reasons of
economy. His decision encompasses various repurchased actual purchase and post purchase.
Factors Influencing Consumer Behaviour:
The major factors influencing a consumers buying behavior are:-
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

1. Cultural Factors;
Cultural factors have the deepest influence on consumer behavior.
Cultural:
Is the most fundamental determinant of all people’s wants and behavior the growing
child acquires all sets of value, perception. Preferences and behavior through his or her
family and other key institution. It includes value of achievement, success, activity efficiency
freedom and progress material comfort.
Sub culture:
Each culture consists of smaller sub culture that provides more specific identification
and specialization for their members. Sub culture includes nationality, religion, races,
geographical area and social group.
Social Class:
Social class is relatively homogeneous and society is divided hierarchically. All

human societies’ exhibit social satisfaction, stratification sometimes takes from of a caste
system where the members of difference castes are record for creation roles and cannot
change their caste membership.
2. Social Factor;
Reference group:
A person’s reference group that which have a direct or indirect influence on the
person’s attitude or behavior there are different types of group they are:-
 Membership group are those group which have direct influence on the group.
 Aspiration group are those group where people like to become a member of that
group.
 Dissociate group are those group where people do not like to become the member of
that group.

 Family is the most important consumer buying organization in the society and it has
been researched extensively. Family constitutes a primary reference group.
Roles and states:
Roles:
A person participates in many groups’ family, clubs and organization and this
participation in each group can be defined in terms of roles.
Status:
It is the esteem or respects given by the society to the society to the role of individual
marketers are aware of the status symbol potential of product and brand.
3. Personal Factors:
(1) Age:
People by different goods and services over a life time. Infant consumes baby foods,
young adults may have variety food and old age people consume special diet food in the later
years.
(2) Family life cycle:
Consumption is shaped by family life cycle there are 9 stages of family life cycle
depending on financial institution and product interest.
(3) Occupation and Economic Circumstances:
Occupation:-
It also influences a person’s consumption pattern. A blue collared worker will buy
work cloths. Shoes lunch box etc. A company president wills expensive suits, air travel and
country club membership. Marketers will have to identify which occupational group will be
interested in their products and work out marketing strategies to communicate about their
product and services.

Economic Circumstances:
Product choice is affected by economic circumstances marketers are concerned about

the level of spend able income. Savings and assets, debts borrowing power and attitudes
towards spending v/s saving.
Life Style:
It is the people’s pattern of living and it can be understand by referring to AIO

(Activity interest & Opinion) Life style of a person conveys more than the person’s social
class or personality. An understanding of a person’s life style will help in giving a profile of
whole person’s pattern of living and interacting with the world.
Personality and Self Concept:
Personality :
Is usually described in terms of such traits as self confidence. Sociality, defensiveness,

dominance and adoptability.
Self – Concept:It can be defined as complex mental pictures of us. Self concept consists of
mainly three divisions namely.
Actual self – concept – What you think of yourself
Ideal self – Concept – What you want others to think about yourself
Other self – concept – What others actually think about you?
Psychological Factor:
Motivation:
It can be said to be the inner drive that is sufficiently pressing and direct the person to
seek the satisfaction of the need satisfaction of the need reduces the felt tension.
Perception:
It is a process by which an individual selects organizes and interprets information

inputs to create a meaningful picture of the world. Perception depends not only on the

physical stimuli but also on the stimuli’s relation to the surrounding field and on condition
within the individual.
Belief and attitude:
Belief:
A belief is a thought that a person holds about something. People act based on their
belief these beliefs help in building up product and brand image.
Attitude:
An attitude can be said as persons enduring favorable or unfavorable cognitive

evaluation, emotional feeling & action tendencies towards some object or idea.

The Consumer Buying Decision Process
1.Need
Recognition
5.Post purchase
2.Information
behaviour
Search
4.Purchase 3.Evaluation of
Decision Alternatives
Need Recognition:
In this stage first the buyer would recognize the need for a product, which will satisfy
particular desire than they would think about his position. He sets the product and his position
without that product usually by external or internal stimulus.
Information search:
Once the consumer recognize the need he may or may not search for more
information if the need is so intense, the consumer would get should of the particular
products which world satisfy the need where as is not so intense, then he simple store the
need in his money.

Evaluation of alternatives:
In this stage buyer has information about different brand of some production in this
process of evaluation.
First:
The consumers see a bundle of attributes in a product then he would pay maximum to
these attributes that are connected with his needs.
Second:
He would assign weight or importance to each one of the attributes.
Third:
The consumer develops a set of brand belief where each brands stands on each
attributes. This may either buy comparing with actual product attributes.
Fourthly and fifthly buyer:
Arises at judgment or preference towards the brand alternatives using same evaluation
procedure.
Purchase decision:
Based on evaluation stage the consumer will rank the product of his preference he will
then from purchase intention usually he will buy the most preferred product among the
several alternatives. Purchase decision is also influenced after considering risks cost
involved, that amount of uncertainly about the product attributes etc. Post purchase decisions:
- After purchasing the product the consumer may either he satisfied with the product or
dissatisfied. This depends on the relation and the products perceived consumers. If the
product matches with the consumers he is highly satisfied the consumers expectation is
mostly based on the information he received from the producers and so any exaggeration by
the later will mean the consumer will be dissatisfied about the product after the purchase of
course.

Research Design
Title Of The Study;

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS VIVEL SOAP”
It draws together concepts, principles, customs needs and preferences of customers.
Statement Of The Problem;
In the light of liberalization, competition has increased for all consumer products. To
with stand competition it is important to understand the behavior of the consumer and satisfy
the target customers needs and wants. In this background the study explores the buying
behavior, attitudes, and purchase decision and satisfaction level of consumers towards Vivel
soap.
OBJECTIVES OF THE STUDY
 To identity various factors affecting purchases

 To know the satisfaction level of consumers towards vivel soap
 To determine the awareness level of the vivel soap.
 To find out causes of not keeping the Vivel Soap.
 To identify the problems faced by retailers and wholesalers who are already stocking
the products.
SCOPE OF THE STUDY
The scope of the study is undertaken for G. Abdul Razak & Son’s, in order to find out
the ‘consumer behaviour towards Vivel Soaps’. The scope of the study involves only for
100 respondents the time frame for study is only 2 months.
Geographical Coverage:
No work can be undertaken without the co-operation of respondents who were

interviewed from which data was collected through questionnaire. Therefore respondents
play a very important role in this type study. The study was conducted in Raichur city. By
areas from which data was collected and respondents approaches are mainly in:

IB Road, Near Navodaya Hospital, Androon Quila.
LIMITATION OF THE STUDY

1. Limited number of respondents i.e. 100
2. Survey is confined for a period of two months
3. The survey was conducted in Raichur only.
Methodology Of The Study

The following are the sources of data for the study:
a) Primary Sources
b) Secondary Sources
Primary Sources: The original sources from which the researcher directly collects data that
have not been previously collected. The first hand information collected through various
methods is explained as under:
Personal interviews
Questionnaire
Interview Method: The interaction with retailers about the vivel soap in the market to
obtain the information from the first hand so interviewed were taken from the retailers.
Questionnaire Method: This questionnaire consists of question for consumers which

included multiple choice questions, in order to get first hand information directly from the
end users.
Secondary Sources: Refers to the existing available sources of information such as:
 Documents of the departments concerned
 Reference books
 Internet
Research approach:
This includes the approaches or the ways undertaken to collect the primary data. Here
the approach was made through survey research, this helped to learn about customer’s
knowledge, beliefs, preferences in buying decision.

Research Instrument:
The following is the instrument with the help of which the data is collected:
In this regard, the data was collected through Questionnaire.
Sampling plan:
 Sampling Unit:
Here the sampling units are mainly the final consumers.
 Sample Size:
The sample size was 100 respondents.
 Sampling procedure/ method:
The sampling method used was “Convenient Probability Sampling”

Data Analysis And Interpretation
1.Gender :Male :Female
Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 63 63.0 63.0 63.0
Valid Female 37 37.0 37.0 100.0
Total 100 100.0 100.0
Interpretation:
The above table shows that 63% of the respondents are male and 37% of the
respondents are female, it is clear that male respondents are more than the female
respondents, hence male buyers are more.

2. Age group : a) Below 20 Years b) 20-30 Years

c) 30-40 Years d) 40 Years & Above
Age
Percent
Below 20 years 12 12.0 12.0 12.0
20 to 30 years 75 75.0 75.0 87.0
Valid 30 to 40 years 12 12.0 12.0 99.0
40 years and above 1 1.0 1.0 100.0
Total 100 100.0 100.0
Interpretation:
The above graph shows that 12% of respondents are from age group of below 20
years, 75% are from the age group of 20 to 30 years, 12% are from the age group of 30 to 40
years and 1% from the age group of 40 years and above. And it can be inferred that majority
of the respondents are belong to the age group of 20 to 30 years

3. How often do you buy bath soap?
a) Once in 15 days b) Once in a month

c) Once in 2 months
How often do buy bath soap?

Percent
Once in 15 days 52 52.0 52.0 52.0
Once in a month 43 43.0 43.0 95.0

Valid
Once in two months 5 5.0 5.0 100.0
Total 100 100.0 100.0
Interpretation:
The above pie chart shows that 52% of the consumers buy bath soap once in 15 days,
43% of the consumers buy bath soap once in a month and 5% of the consumers buy bath soap
once in two months. From the analysis of chart it is clear that most consumers buy bath soap
once in 15 days and next to that once in a month.

4. . Which soap are you currently using?

:a) Lux B) Godrej No.1
C) Santoor D) Vivel
E) Others
Which soap are you currently using?

Percent
Lux 20 20.0 20.0 20.0
Godrej No.1 1 1.0 1.0 21.0
Santoor 35 35.0 35.0 56.0

Valid
Vivel 17 17.0 17.0 73.0
Others 27 27.0 27.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above chart we can say that 20% of the respondents are using Lux soap, 1%
of the respondents are using Godrej No.1, 35% of the respondents are using Santoor, 17% of
the respondents are using Vivel and 27% of the respondents are using other soaps. It is
clearly shows that Lux and Santoor soaps are dominating Vivel soap.

5. Do you use vivel soap?

:a) Yes b) No
Do you use vivel soap?

Percent
Yes 26 26.0 26.0 26.0
Valid No 74 74.0 74.0 100.0
Total 100 100.0 100.0
Interpretation:
The above bar graph shows that 26% of respondents are using Vivel soap and 74% of
the respondents are not using Vivel soap. From the above bar graph it is clear that 26% of
respondents are using Vivel soap hence Vivel soap consumers are less.

6. If no, have you ever used vivel soap?
:a) Yes b) No
If no, Have ever used Vivel soap

Percent
Yes 14 18.9 18.9 18.9
Valid No 60 81.1 81.1 100.0
Total 74 100.0 100.0
Interpretation:
The above graph shows that 19% of the respondents have previously used Vivel soap
and 81% of the respondents didn’t use the Vivel soap. Hence 81% of the respondents are not
tried Vivel soap.

If no, are there any specific reason for not trying vivel soap?
Ans: 1) The product doesn’t suit to their skin
2) The vivel soap is not so popular and they haven’t come across any promotional
activities of vivel soap so, they didn’t use vivel soap
3) The Non-users said that they are loyal towards their existing soap so, they doesn’t
want to change it.

12. The promotional activity of vivel soap is effective?
a) Yes b) No
The promotional activities of vivel soap is effective?

Percent
Yes 31 31.0 31.0 31.0
Valid Yes 69 69.0 69.0 100.0
Total 100 100.0 100.0
Interpretation:
The above graph shows that 31% of the respondents are said that the promotional
activities of Vivel soap is effective and 69% of the respondents said that the promotional
activities of Vivel soap is not effective, hence the promotional activities of Vivel are less.

13. How many people in your family are using vivel soap?
: a. 1-2 b. 3-4
c. 5-6 d. More then 6
How many people in your family are using vivel soap?

Percent
1-2 17 65.4 65.4 65.4
Valid 3-4 9 34.6 34.6 100.0
Total 26 100.0 100.0
Interpretation:
In case of 65% consumers are up to 1-2 memebers in their family use vivle soap and
35% consumers are up to 3-4 members in their family use Vivel soap.

14. State the reasons for using vivel soap?

: a) Quality b) Goodness of ingredients
c) Fragrance d) Brand image
d) packaging
State the reasons for using vivel soap.

Percent
Quality 2 7.7 7.7 7.7
Goodness of Ingredients 8 30.8 30.8 38.5
Fragrance 8 30.8 30.8 69.2

Valid
Brand Image 6 23.1 23.1 92.3
Packaging 2 7.7 7.7 100.0
Total 26 100.0 100.0
Interpretation:
7.7% of respondents buy for quality of the soap, 30.8% of the respondents buy for the
goodness of ingredients of the soap, 30.8% of respondents buy for the fragrance of the soap,
23.1% of respondents buy for the brand image of the soap and 7.7% of respondents for the
packaging of the soap. Here majority of respondents are using Vivel soap because of its
goodness of ingredients and fragrance.

15. which pack of soap do you generally prefer to buy?

: a) 56 gm b) 75 gm
c) 100 gm d) 150 gm
Which pack of soap do you generally prefer to buy?

Percent
56gm 1 3.8 3.8 3.8
75gm 13 50.0 50.0 53.8
Valid 100gm 9 34.6 34.6 88.5
150gm 3 11.5 11.5 100.0
Total 26 100.0 100.0
Interpretation:
The above bar graph shows that 3.8% of the respondents buy 56gm pack, 50% of the
respondents buy 75gm pack, 34.6% of the respondents buy 100gm pack and 11.5% of the
respondents buy 150gm. Form the above graph it is clear that majority of respondents buy
75gm and 100gm pack of Vivel soap.

17. What is your opinion regarding the price of vivel soap?

: a) Low b) Reasonable
c) high d) Very High
Whta is your opinion regarding price of vivel soap?

Percent
Low 1 3.8 3.8 3.8
Reasonable 13 50.0 50.0 53.8
Valid High 9 34.6 34.6 88.5
Very High 3 11.5 11.5 100.0
Total 26 100.0 100.0
Interpretation:
3.8% of the consumers feel that price of the Vivel soap is low, 50% of the consumers
feel that it is reasonable, while 34.6% of the consumers feel that the price is high and 11.5%
of the consumers feel it is very high. It can be inferred that the price of Vivel soap is felt
reasonable by majority consumers.

18. How do you rate the quality of vivel soap?

: a) excellent b) Good
c) Satisfactory d) poor
How do you rate the quality of vivel soap?

Percent
Excellent 2 7.7 7.7 7.7
Good 15 57.7 57.7 65.4

Valid
Satisfactory 9 34.6 34.6 100.0
Total 26 100.0 100.0
Interpretation:
7.7% of the respondents said that the quality of Vivel soap is excellent, 57.7% of the
respondents said that the quality of Vivel soap is good and 34.6% of the respondents said that
the quality of the Vivel soap is satisfactory. From the analysis of above graph, it is clear that
the majority of the consumers are good with quality.

19. Who influenced you to purchase vivel soap?

: a) Friends/Family b) Shop keeper
c) Advertising/publicity d) others (please specify)
Who influenced you to purchase vivel soap?

Percent
Friends/Family 12 46.2 46.2 46.2
Advertising/Publicity 12 46.2 46.2 92.3

Valid
Others 2 7.7 7.7 100.0
Total 26 100.0 100.0
Interpretation:
From the above pie chart it is clear that 46.2% of respondents are influenced by
friends and family, 46.2% of respondents are influenced by the advertising and publicity and
7.7% of the respondents are influenced by the

20. For further improvement of vivel soap What would you like to suggest ?
Ans: 1) More promotions and advertisement is required to improve the slaes.

2) The quqlity and fragrance of the soap is not so good and they should change it
3) Some respondent said that the price of vivel soap is high
4) The schemes are not attractive.

Other Observations from Retailers

 The wholesalers and retailers stock product, but because of other product of ITC
many of shopkeeper said that product is not demand driven. Majority of Marketing
the shops in the major market areas stock Vivel Soap. The primary reason as
explained by the shopkeeper was lack of demand.
 The shopkeeper were aware about various scheme provided by the company.
 The shopkeeper said that demand for the Vivel soap is low compare to others brands.
 The shopkeepers said that due to frequent changes in the scheme affect the sales.
 The shopkeeper said that product was forcefully given to them.
Reasons for not stocking Vivel soap
 Majority informed that they do not stock vivel because demand for the soap is low.
 Small retailers nearby wholesale market avoid to stock.
 Some retailers were not keeping the product because it takes long time to sell by that
time product get older.

Findings
1.52% of consumers buy bath soap once in 15 days, 43% of consumers buy once in a month
and 5% of consumers buy once in a 2 months.
2.35% of the respondents are using Santoor soap, 27% of the respondents are using others
soap like, lifebuoy, pears, dove and 20% of the respondents are using Lux soap.
3. 65% and 35% of the consumers using vivel soap belongs to family having to 1-2 members
and 3-4 members in their family respectively.
4.31% of the consumer buy the vivel soap for goodness of ingredients and 31% of the
consumer buy for the fragrance of soap.
5.50% of the consumers feel that product is priced at reasonable rate but 35% of the
consumers feel that the price is high.
6.46% of the consumers are influenced by Family/Friends, 46% of the consumers
7.58% of the consumer said that the quality if vivel soap is excellent and 35% of the
consumer feels that quality of vivel soap is satisfactory.
8.50% of the consumer buy 75 Gram pack soap and 35% of the consum,er buy 100 Gram
pack soap.
9.Most of the consumers are not satisfied with ingredients as the vivel soap doesn’t suit to
their skin, it create pimples and black darks on their skin

Suggestions
1. The company should motivate its present consumers to increase the usage rate of the soap
through effective advertisements..
2.The company should develop effective marketing strategies to create awareness in untapped
market.
3.The soap should be making available to all the purchase points wherever the consumer can
buy the product.
4.Most of the consumers belong to the age group of 20 – 30, so there is a need to concentrate
on the other customers who belong to other age group.
5.The company should promote its product through retailers like display competition. In
Raichur Wipro is promoting Santoor through display competition.

Conclusion
It can be concluded that the various influencing factors responsible for the purchase of
the vivel Soaps are, family/friends, advertising. It can also be concluded that most of the
consumers have not used vivel soap because its not so popular in the market and the ITC is
lacking in promotional activities of vivel soap. Most of the consumers are not satisfied with
ingredients as the vivel soap doesn’t suit to their skin, it create pimples and black darks on
their skin

Biblography
1.Books Refered
 Marketing Management by “Philip kotler”
2.Websites Reffered:
 http://en.wikipedia.org
 http://www.itcportal.com
 http://www.scribd.com
 http://www.google.com
 http://www.indianmirror.com/

Annexure
Questionnaire
Dear Sir/Madam,
I am SYED CHAND PASHA, a student persuing M.B.A. from KARNATAKA

UNIVERSITY, DHARWAD. KOUSALI INSTITUTE OF MANAGEMENT STUDIES,
DHARWAD. I am carrying on a project titled “CONSUMER BEHAVIOUR TOWARDS
VIVEL SOAP” with G. ABDUL RAZAK AND SON’S hence I request your kind co-
operation in this regard. Please spare your precious time & give your valuable opinion to
improve the VIVEL SOAP.
PERSONAL DETAILS
Name :_______________________________
Phone No :________________________________
1. Gender : Male: Female:
2. Marital status : Married: unmarried:
3. Occupation : a) Employee b) Profession

c) Business d) others
4. Age : a) Below 20 Years b) 20-30 Years

c) 30-40 Years d) 40 Years & Above
5. Number of Family members :a) 1-2 b) 3-4

c) 5-6 d) 7 & Above
ABOUT THE SOAP

6. How often do you buy bath soaps?
:a) Once in 15 days b. Once in a month

c) Once in 2 months
7. Which soap are you currently using?

:a) LUX
b) GODREJ NO.1
c) SANTOOR
d) VIVEL
e) Others please specify ___________________
8. Do you use vivel soap?

:a) Yes b) No
If ,yes, Please go to question No. 13

If, No please go to question No 9
9. If no, have you ever used vivel soap?

:a) Yes b) No
10. if yes, why do you not prefer to use it on regular basis?
Ans: ____________________________________________________________________
____________________________________________________________________
11. If no, are there any specific reason for not trying vivel soap?
Ans: _____________________________________________________________________
_____________________________________________________________________
a) Yes b) NO
13. How many people in your family are using vivel soap?
: a. 1-2 b. 3-4
c. 5-6 d. More then 6

14. State the reasons for using vivel soap?

: a) Quality b) Goodness of ingredients
c) Fragrance d) Brand image
d) packaging
15. which pack of soap do you generally prefer to buy?

: a) 56 gm b) 75 gm
c) 100 gm d) 150 gm

: a) Yes b) No
17. What is your opinion regarding the price of vivel soap?

: a) Low b) Reasonable
c) high d) Very High
18. How do you rate the quality of vivel soap?

: a) excellent b) Good
c) Satisfactory d) poor
19. Who influenced you to purchase vivel soap?

: a) Friends/Family b) Shop keeper
c) Advertising/publicity d) others (please specify)
20. For further improvement of vivel soap What would you like to suggest ?
Ans: _____________________________________________________________
______________________________________________________________
THANK YOU


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A study On Consumer Behaviour Towards ITC Vivel soap

KARNATAK UNIVERSITY, DHARWAD

KOUSALI INSTITUTE OF MANAGEMENT STUDIES

SUMMER INPLANT Project

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS ITC-

For partial fulfillment of

MASTERS IN BUSINESS ADMINISTRATION

During the academic year 2013-14

INTERNAL GUIDE: EXTERNAL GUIDE:

Dr. Uttam kinange `

Kousali Institute Of Management studies,Dharwad Page 1

KOUSALI INSTITUTE OF MANAGEMENT STUDIES

Dr. Uttam M kinange 91+836+2215305

Ref. No. KU/KIMS/2013-14/ Date:19.08.2014

This is to certify that Mr.Syed Chand Pasha student of 2nd semester

Entitled “A Study On Consumer Behaviour Towards ITC Vivel Soap ” in

partial fulfillment of MBA degree as prescribed by Karnatak University,

Dharwad during the academic year 2013-2014.

Register Number: MBA13001055

Kousali Institute Of Management studies,Dharwad Page 2

KOUSALI INSTITUTE OF MANAGEMENT STUDIES

Ref No: KIMS/MBA/ 2013-14/ Date: 19.08.2014

This is to certify that Mr. Syed Chand Pasha a bona-fide student of

Kousali Institute of Management Studies, Karnatak University, Dharwad has

On Consumer Behaviour Towards ITC Vivel Soap” under my guidance.

Kousali Institute Of Management studies,Dharwad Page 3

Kousali Institute Of Management studies,Dharwad Page 4

In the first part of my study, I prepared a questionnaire to know the visibility,

Kousali Institute Of Management studies,Dharwad Page 5

Kousali Institute Of Management studies,Dharwad Page 6

Kousali Institute Of Management studies,Dharwad Page 7

Size of the Industry

Kousali Institute Of Management studies,Dharwad Page 8

Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a

Total Contribution to the economy / sales

Top Leading Companies

Kousali Institute Of Management studies,Dharwad Page 9

 Godrej Consumer Products Ltd

 Colgate Palmolive Ltd and

 Wipro Consumer Care

Indian Soap Industry has tremendous opportunities in the manufacturing companies

THE ITC VISION

Kousali Institute Of Management studies,Dharwad Page 10

THE ITC MISSION

In recognition of the Company’s multi-business portfolio encompassing a wide range

Kousali Institute Of Management studies,Dharwad Page 11

In 1979, ITC entered the paperboards business by promoting ITC Bhadrachalam

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing

Kousali Institute Of Management studies,Dharwad Page 12

In December 2005, ITC introduced Essenza Di Wills, an exclusive line of prestige

Kousali Institute Of Management studies,Dharwad Page 13

ITC’s foray into the foods business is an outstanding example of successfully

In 2002, ITC philosophy of contributing to enhancing the competitiveness of the

Kousali Institute Of Management studies,Dharwad Page 14

As one of India’s most valuable and respected corporations’ITC is widely perceived

ITC’s Agri-Business is one of India’s largest exporters of agricultural products. ITC is

Kousali Institute Of Management studies,Dharwad Page 15

• India’s largest FMCG Company.

• Fastest growing food business

• 2nd largest exporter of agric-commodities.

• Account for 2% of country agric-export.

• Gross income of Rs. 16,511 corers ( US $ 3.5 Billion)

• Market capitalizations of Rs.73,207 corers(US $ 16 Billion)