FACTORS INFLUENCING BUYING BEHAVIOR OF CONSUMER FOR

PREMIUM DEODORANTS IN AHMEDABAD CITY

Research Project
Submitted to Shanti Business School as part of Grand Project to be
undertaken in this institute

STUDENT NAME: Minu Kumari

ENROLLMENT NUMBER: 1-18-075
COURSE NAME: Post Graduation Diploma in Management (Marketing)
SUPERVISOR: Neha Singh
DATE OF SUBMISSION: 20/03/2020

1
 DECLARATION

I hereby declare that this project work entitled “FACTORS INFLUENCING BUYING
BEHAVIOR OF CONSUMER FOR PREMIUM DEODORANTS IN AHMEDABAD CITY”
prescribed by SHANTI BUSINESS SCHOOL, AHMEDABAD during the academic year 2017-
2019 under the guidance of Dr. Kishor Barad (Marketing Head) it is my original work.
The matter presented in this report has not been copied from any source. Also this
report has not been submitted earlier for the award of any Degree or Diploma of Shanti
Business School, Ahmedabad or any other university.
This project work submitted to Shanti Business School for the fulfillment of requirement
of grand project in PGDM (Sem-IV).

Signature of Candidate Signature of the Guide

Minu Kumari

Place: Ahmedabad
Date:

2
 CERTIFICATION

This is to certify that the project work entitled “FACTORS INFLUENCING BUYING
BEHAVIOR OF CONSUMER FOR PREMIUM DEODORANTS IN AHMEDABAD CITY”
submitted to SHANTI BUSINESS SCHOOL, AHMEDABAD for the partial fulfillment of the
requirements for the award of the Degree of PGDM program, it is a record of original
work done by AKSHAT GUPTA under my supervision and guidance and this project work
submitted to Shanti Business School for the fulfillment of requirement of grand project
in PGDM (Sem-IV).

Signature of Candidate Signature of the Guide

Akshat Gupta

Place: Ahmedabad
Date:

3
 ACKNOWLEDGEMENT

Wall needs support of the pillars to be strong, the pillars need the base of the plinth to
stand and the plinth needs the blessing of mother earth to exist. It’s time to thank them
who acted as the walls the pillars and the plinth of our project.
I have taken efforts in this project. However, it would not have been possible without
the kind support and help of many individuals and our college.
I would like to extend my sincere thanks to all of them. I highly indebted to Shanti
Business School, for their guidance and constant supervision as well as for providing
necessary information regarding the project & also for their support in completing the
project.

I would like to express our special gratitude and thanks to Dr. Kishor Barad for providing
the guidance.

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 TABLE OF CONTENTS

CH. NO. PARTICULARS P. NO.

I. INTRODUCTION 7.

II. LITERATURE REVIEW 10.

III. DEODORANT INDUSTRY IN INDIA 14.

IV. BACKGROUND & SIGNIFICANCE 18.

V. RESEARCH METHODOLOGY 22.

VI. DATA ANALYSIS & INTREPRETATION 30.

VII. FINDINGS 43.

VIII. LIMITATIONS 51.

IX. CONCLUSION 53.

X. BIBLIOGRAPHY 56.

XI. ANNEXURE 57.

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 CHAPTER- I.
INTRODUCTION

I. INTRODUCTION

Man has always sought for ways to look and smell nice, and the use of deodorants is
part of such endeavour. Deodorant has become a common and popular category among

6
Indian consumers as it identifies them with a more relaxed lifestyle, greater versatility
and comfort. Deodorant are mixtures of natural or synthetic chemical compounds used
to improve the appearance or smell of the human body (Schneider et aL, 2001).
Thompson (1989) defined deodorant as an item intended to be rubbed into or
otherwise applied on the human body or any part for cleaning, beautifying promoting
attractiveness or altering the body appearance.
India has witnessed exponential growth in the last two decades post liberalization,
which in turn led to a sharp increase in the income of the middle class & lower middle
class segment, which ultimately lead to the increase in discretionary spending. Indian
deodorant market has witnessed a CAGR of about 21 % last year, and over 23 % since
the last 5 years. There has been an upsurge in demand from small cities owning to
change in lifestyle & aspiration of middle class; Deodorant companies are now shifting
their focus from large metro cities and exploring other markets and gearing up to
launch a range of affordable deodorants, Deodorants and colognes during summers.
Deodorant industry is highly fragmented & there is no brand loyalty. More than 500
type of deodorant are available of more than 300 brands. Deodorant comes under
personal care category, but unlike the norm in personal care which is generally
dominated by women; deodorant market is dominated by Men. Men generally work
outdoors for long hours in hot & humid conditions. Hence, Men require deodorant to
keep them fresh throughout the day. Deodorants are of two types Deodorant passed
deodorants & Antiperspirant. Around 69 % of the market is controlled by Men’s
deodorant products, and this category is evolving along with change is consumer
attitude & lifestyle. Besides deodorant, high-end Deodorants in the men category are
also doing considerably well due to the growing urge among urbane Indian males to
stay well-groomed. There are limited options for women but the segment is growing

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rapidly, as women have started switching to deodorants from Talcum Powder as well as
Deodorants. Women segment is still an untapped category with enormous growth
potential. The deodorant market is largely youth centered, who constitute the bulk of
India's population. Deodorants are taking the place of talcum powder just the way
tooth paste displaced tooth powder a long time ago.
Fragrances industry have a turnover of Rs. 3000 Crores, Flavors have a turnover of Rs.
2250 Crores, Aroma chemicals have a turnover of Rs. 2800 Crores and Essential oils have
a turnover of Rs. 1950 Crores. This study is carried out to know the buying behavior of
consumers and the factors which are important in choosing any deodorant. There are
many little known companies that are churning out smell- good sprays for customers in
smaller towns and rural areas, people from middle income & low income group also
taking up deodorants. Given the penetration of deodorant is still moderate and the
consumption low ,as compared to the other developed countries, We can say that the
deodorant market is still in a phase of growth. Deodorant industry has low entry
barriers and good margins, which makes it one of the most sought after industry by
Indian Personal care & Pharmacy companies. Since there is very little brand loyalty,
even new players can gain market share. Going forward, the brands that are able to
drive penetration as well as usage would emerge as winners.

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 CHAPTER- II.
LITERATURE REVIEW

II. LITERATURE REVIEW

Ling (2009) analysed consumer purchasing behaviour regarding luxury goods in China,
he employed the social psychological theory of planned behaviour, which takes into

9
account the inner and external dimensions of behaviour. The latter leads to the
assumption that when trying to pin down the determinant factors for consumer’s
behaviour, researchers should try to understand the extent to which consumer can
‘gain both inner experience value and external social status by purchasing luxury goods’
such as perfumes and deodorants. Besides, Ling suggested that cultural perspective
paradigm helps in understanding behavioral similarities and differences, where
individualist and collectivist tendencies should not be precluded when dissecting
consumer purchasing behaviour regarding luxury products like deodorant.
Amaldoss and Sanjay (2002) agreed with Ling (2009) that consumers do not just attempt
to fulfill their inner impulse but also, ‘social needs such as prestige’. Understanding this,
producers employ different strategies which include ‘exclusive distribution, charging
high prices, and limiting production. ‘Ling (2009) might have taken into account planned
behaviour of consumers.
Tinne (2011) considered the unplanned factors worthy enough to influence consumers
into purchasing a product, be it branded or otherwise. Tinne (2011)
argued that “discount offer, various schemes, promotional activities, retail store offers,
display of products, behaviour of sales persons, popularity of products, influence of
reference groups, income level of customers and festival seasons,” are indisputable
variables on consumer impulse buying behaviour.
Rai and Pradip (2000) argued in view of the globalization and economic liberations
unfolding in India. The core of the debate rested on the influence of brand as cogent
explanation for the behaviour of deodorant users mostly in urban India. Besides,
branding accordingly is attached to consciousness and prestige. Such brand
consciousness has more to do with the endorsement of celebrities.

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Male and female consumers in the age bracket of 20 to 25 have similar buying pattern
and possess two to three deodorant bottles for daily use. The adolescents are price
conscious and try celebrity brands that are of low cost. Even though their income levels
vary, they are still attracted more to celebrity brands. However, it was found that they
are less loyal to a particular brand since they have the tendency to switch brands
overtime. The group is more influenced through their friends and families, while
advertisements through television and magazines are subconsciously heartwarming.
Exploring Indians as fashionable people,
Borgave and Chaudhari (2010) suggested that the preference and usage of deodorants
will have to be placed in accordance with demography, situation, mood and buying
motives of the consumer. Although the paper focused on adolescents between 20 to 25
years of age and their preferences for deodorants, yet it discovered that gender
difference does not change the buying pattern of this age group. Meanwhile, the paper
also concurred with the belief that Indian youths are enchanted to buying deodorants
on account of price and celebrity brands. Fah et al (2011) investigated the relationships
between advertising appeals, spending tendency, perceived social status and
materialism on deodorant purchasing behaviour among Malaysians. The research
outcome delineated a picture which does not totally break from the global trend and
perception. The outcome showed the willingness and readiness of surveyed
respondents to purchase and spend money on deodorants that had high levels of
advertising appeals, yet influenced by perceived social status and materialism, although
their spending inclination is moderate.

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12
 CHAPTER- III.
DEODORANTS
INDUSTRY IN INDIA

III. DEODRANTS INDUSTRY IN INDIA

India’s deodorant makers are now eyeing the deodorant market. Deodorants are
nothing to be sniffed at. They account for Rs 3,000 crore market in India. Now, the
companies behind brands such as Fogg (Vini Cosmetics), Axe (Hindustan Unilever Ltd),

13
and Engage (ITC Ltd), are looking at the branded mass fragrance market. It’s a market
theirs for the taking. “Imported deodorants from luxury brands are usually priced
between Rs 3,000 and Rs 5,000 which the masses cannot afford. Therefore, anybody
looking to graduate from a deodorant has no affordable branded option. These brands
are building a new category. It is a step towards premiumisation with offer better
packaging and a higher price," in India. Most companies have simply chosen to extend
their deodorant brands to the deodorant segment. And, much like with their
deodorants, their primary target is young men.
The Indian deodorant Industry is one of the fastest growing sectors in India. This sector
is growing at a rate of 35-40 percent per year and is expected to reach Rs 5000 crores by
2030. The market size of deodorants in India has grown from Rs. 500 crores to Rs. 2,700
crores during 2009-17. The growth of deodorant market of India is at 21 percent
annually, and 31 percent in rural markets. Deodorants are like cherry on the cake in
personal grooming. Like many other personal grooming and beauty items, the purchase
decision for deodorants is also a complex one comprising of such factors as personal
care budget, price, brand, packaging, fragrance itself and of course quality of the
product. This study was conducted in the Ahmedabad city of India to understand the
factors which interplay during the purchase of deodorants and are influential on
consumers. The outcomes have confirmed that customers are willing to spend their
share of wallet if fragrance of high quality are offered with attractive packaging and
beautifully designed deodorants bottles. If the experience of the customer with any
deodorants is satisfactory then it will result in repeat purchase and loyalty; the product
will be recommended as well. This is a qualitative research and based on a philosophy
of post positivist, with a deductive research approach. Survey questionnaire has been
used as an instrument to collect the data which was adopted from the literature. The

14
sample size is 200 and probability random sampling technique has been used. Data was
analysed through SPSS software and applied both the descriptive and inferential
statistics. The aim of this study is to find the factors that affect the behaviour and
attitudes of the deodorant buying people so that the players can optimally utilize the
potential of this industry.
Ahmedabad based Vini Cosmetics Ltd, the big daddy of the deodorant business,
launched deodorant sprays and gift packs last year. While the deodorant bottles are
priced at Rs 499, the gift packs range from Rs 1,000 to Rs 2,000.
Greater usage of deodorants among Indians can be attributed to greater awareness of
hygienic practices and affluence. Deodorants are used by both men and women in the
middle and upper classes and with greater disposable income in these families, more
and more people are able to afford personal care products that are not considered a
necessity. Deodorants come in various forms, including roll-ons, sticks, and sprays.
There are a number of deodorants for males but there are very few deodorants for
females. This is because deodorants and antiperspirants have recently been introduced
to the Indian market. 
For decades, the Indian market has been relying on deodorants to enhance the scent of
the body. And as such, females in the country continue to use deodorants instead of
deodorants and antiperspirants. Also, deodorants are used by those who are constantly
outdoors, and this is dominated by males.
 
It is only in the last few decades that there has been an increase in the number of Indian
women spending ample amount of time outdoors, which is why the deodorant market
for females is still in the infant stage. Some of the deodorant brands that cater to the
females are Nike, Engage, Dove, and Nivea.

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Experts predict that the deodorant industry will grow in the next few years. In fact, the
deodorant market is projected to grow at 25% CAGR (compound annual growth rate)
over the next five years. As net household income increases and with more disposable
income, there is ample scope for the growth of the deodorant market in India.
 An increase in the usage of deodorants can also be attributed to the Indian climate,
which is hot humid, especially between the months of March and September, forcing
consumers to purchase antiperspirants and deodorants to keep their bodies fresh and
cool. 
 Deodorants were introduced to the market to help people eliminate body odour.
However, some of these products contain toxic chemicals, many of which are
carcinogenic in nature, which can be harmful to one’s body.
 
Not many consumers are aware of the dangers of prolonged usage of deodorants;
however, manufacturers are constantly experimenting with the ingredients in
deodorants to ensure minimal risk to consumers.

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 CHAPTER- IV.
BACKGROUND &
SIGNIFICANCE

IV. BACKGROUND AND SIGNIFICANCE

Daniel Yankelovich stated that the Deodorant market is segmented at micro level with
respect to the purpose of buying and preferences of user. Jim Blythe argues that
understanding the purchasing behaviour of consumer is somewhat complicated;
consumer’s attachment and involvement with a product or brand are determined by

17
number of reasons and therefore it is almost impossible to nail a definite reason behind
consumer’s purchasing behaviour. Hoyer and Maclnnis support the argument that
consumers are prone to be attracted to a product or brand on account of how much
appealing, eye-catching and attractive models, spokesperson or celebrities reflect the
essence of the product or brand.
Dhar et al. suggest that fragrance carries a strong weight among all factors considered
by research respondents, hence, the consumers would prefer foreign brand over local
product. Exploring Indians as fashionable people, Borgave and Chaudhari suggest that
the preference and usage of Deodorants will have to be placed in accordance with
demography, situation, mood and buying motives of the consumer. Although the article
focuses on preferences for Deodorants of adolescents between 20-25 years, yet
discovers that gender difference does not change the buying pattern of this age group.
The new multinational entrants from France, Spain, Italy and China have also developed
the strategies and cached the buying motives of Indian market.
Deodorants are an element of cosmetics and the cosmetic market is flourishing at a fast
pace. The Deodorants and attars are traditionally manufactured using raw materials like
herbs, flowers, barks of the tree etc. especially nagar motha, sandal wood, jasmine and
other essential oils of fragrances. While Deodorants are made with alcohol bases, the

Indian attars are made in sandal wood base. In advanced techniques even synthetic
chemicals are used and the blending plays a vital role in making Deodorants and attar.
The constraint of making attars in India include inadequate supply of sandal wood and
the manufacturing process involves collection, extraction, blending and aging of scent,
taking too much time. Kunes et al. (2011) look at the purchasing behavior of Deodorant

18
users from a gender perspective as to what really influences them to either choose to
purchase or otherwise. Above all, the most important factors among the large spectrum
of factors affecting consumer purchase of Deodorant are Fragrance of Deodorant and
Quality (Longevity and Durability etc.)-Deodorant is fragrance after all and that
fragrances should last for a longer time. Fah et al. investigate the relationships between
advertising appeals, spending tendency, perceived social status and materialism on
Deodorant purchasing behaviour.
Based on previous studies and background study of the following conceptual
framework and research hypothesis were developed for this research project.
Accordingly, six independent variable (i.e. Price of Deodorant, brand of Deodorant,
packaging, bottle design, fragrance, quality, availability, prior experience,
recommendations of friends or family, total personal care budget, sales technique of
sales person, special offers and promotions and advertisements) thought to influence
the dependent variable (i.e. decision to buy deodorant) are identified.

Figure1: Conceptual framework of the study

Price of Deodorant
Brand of Deodorant
Frequently use
19
Bottle Size
 Availability/Variety
Recommendation by others
Special Offers/Promotion
PURCHASE OF
Advertisement
DEODORANT

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 CHAPTER- V.
RESEARCH
METHODOLOGY

V. RESEARCH METHODOLOGY

5.1 INTRODUCTION

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Research refers to search of knowledge. The pattern in which a research is carried out
to arrive at a conclusion or to final new relationship within a particular framework is
called research methodology. Research methodology also refers to the various
sequences, steps to be adopted by a researcher to study a problem with certain
objectives in view.

This project is prepared with the help of theoretical knowledge as well as practical
knowledge & a crumb of advises & suggestions from the concerned professors. As far as
practical is concerned, all the information about the companies information available
on internet. The theoretical pert taken from the various books & magazines available on
this subject. And other recent happing in marketing is taken from magazines &
newspaper. Overall this mission has been completed with the combination of all those
things & it had been with the best of my facts & information.

Redman and Mory define research as a "Systematized effort to gain new knowledge.
Research is an academic activity and such the term should be used in technical sense.
According to Clifford Woody, Research comprises defining and redefining problem,
formulating hypothesis or suggested solutions: collecting, organizing and evaluating
data; making deductions and research conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.

Research is thus an original contribution to the existing stock of knowledge making for
its advertisement. It is pursuit of truth with the help of study, observation, comparison
and experiment. In short the search for knowledge through objective and systematic
method of finding solution to problem is research.

5.2 RESEARCH DESIGN

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A Research design is the arrangement of conditions for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in
procedure. In fact the Research design is the conceptual structure within which
Research is conducted: it constitutes the blueprint for the collection measurement and
analysis of data. It must be able to define clearly what they want to measure and must
find adequate methods for measuring it along with a clear cut definition of population
wants to study. Since the aim is to obtain complete and accurate information in these
studies, the procedure to be used must be carefully planned. The research design must
make enough provision for protection against bias and must maximize reliability with
due concern for the economical completion of the search study.
Descriptive research is adopted for this study. It includes surveys and fact finding
enquires of different kinds. The major purpose of descriptive research is description of
the state affairs as it exists at present. The main characteristic of this method is that the
researcher has no control over the variables. He can only report what has happened or
what is happened.

5.3 OBJECTIVES OF THE STUDY

(A.) PRIMARY OBJECTIVE:

 To study and analyze the factors affecting consumer buying behavior for premium
deodorants.

(B.) SECONDARY OBJECTIVE:

 To examine the factors affecting consumer buying behavior of deodorants through

factor analysis.
 To understand the motive of purchasing behavior of deodorant.

23
 To analyze the consumer personality while choosing deodorant.
 To identify the challenges faced by the deodorant manufacturers to satisfy the
customers.

5.4 DATA TYPE

The two types of data for present study are used:

(A.) PRIMARY DATA

Primary data is collected in the Google form of questionnaire. Through the

questionnaire which consists of a number of questions in a definite order on a set of
forms, the respondents were expected to read and understand the questions itself. The
respondents need to answer the questions on their own and according to their
perception.

(B.) SECONDARY DATA

Secondary data consists of information that already exists. Somewhere having been
collected for specific purpose in the study. The secondary data for this study was
collected from various books, research papers and internet etc.

5.5 SAMPLING

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5.5.1 POPULATION

Population or universe can be defined as the complete set of items, which are of
interest in any particular situation. In case of population data is collected from each and
every unit.

5.5.2 SAMPLE

Sample denotes only a part of the universe which is studied and conclusions are drawn
on this basis for the entire universe.

5.5.3 SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from the sampling frame, it
refers to the technique or procedure the researcher would adopt in selecting some
sampling units from which interferences about the population is drawn. Sampling type
used is simple random sampling technique.

5.5.4 SAMPLE SIZE

Size of the sample means the number of sampling unit selected from the population for
the investigation.

Sample size = (Z2 *P * Q / (E2))

Where, P = No. of Success

Q = No. of Failures
Z = 95% Confidence Level
E = 5% Error Level

Here, the sample size is 100 respondents.

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5.5.5 SAMPLE METHOD

The methodology adopted to collect the primary data will be random sampling method,
which includes a structured questionnaire send to the respondents, the respondents
would be fill the questionnaire and direct observation method was also adopted.

5.6 QUESTIONNAIRE

The study relies to a great extent on primary data and some extent to secondary data.
In order to gather primary data from the respondents’ questionnaire was designed, and
keeping in view of the objectives of the study.

The questionnaire will be consists of the following type of questions:

(A.) DICHOTOMOUS:

Here the questions asked have only two alternatives from which the respondents were
free to choose one.

(B.) OPEN ENDED QUESTION:

Here the respondents are given full freedom to answer anything. Open ended questions
are the type of question used to get suggestion from the respondent in order to give
feedback to the organization.

(C.) MULTIPLE CHOICES:

26
Here the questions asked have a set of given alternatives from which the respondents
may choose one or more alternatives.

(D.) CLOSED ENDED QUESTION:

These types of questions do not allow the respondents to give answer freely. Closed
ended question are the type of questions with a clear delineated set of alternatives that
confine the respondents to choose one of them.

5.7 DATA COLLECTION

The research made use of primary data, which was collected using structured
questionnaire of Google form to the 100 respondents sampled from different
consumers.
The data were collected after completion by the respondents and their responses used
for analysis. The questionnaire had both open ended questions to enable guide the
respondent through filling of the questionnaire as well as probe them for more
information.

5.8 DATA PROCESSING AND ANALYSIS

MS-Excel will be used to analyze the data; empirical study of data will result in provision
of both Statistical Description and comparative analysis. MS- Excel was used to analyze
and interpret the data that have had already been collected from questionnaires, and
was filled onto an Excel sheet. In order to test the hypotheses formulated previously,
two-way analysis of variance (ANOVA) were used for the purpose of determining which
hypotheses are accepted and which ones are rejected. The two-way analysis of variance
(ANOVA) is used to compare among several means.

27
5.9 VALIDITY AND RELIABILITY

Content validity refers to the extent to which an instrument represents the factors
under study. To achieve content validity, questionnaires included a variety of questions
on the knowledge of students on internet advertising and consumer behaviour. All the
subjects completed the questionnaires in the presence of the researcher.

Reliability can be ensured by minimizing sources of measurement error like data

collector bias. Data collector bias was minimized by the researcher’s being the only one
to administer the questionnaires, and standardizing conditions such as exhibiting
similar personal attributes to all respondents, e.g., friendliness and support. Pilot
testing was carried out by the researcher to identify any flaws on the questionnaire to
reduce errors of measurement and test for consistency.

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 CHAPTER- VI.
DATA ANALYSIS &
INTREPRETATION

29
 (A.) DATA ANALYSIS

1. What is your Gender?

Gender Respondents Percentage
Male 68 68%
Female 32 32%
TOTAL 100 100%

GENDER WISE
Male Female

Table
1.
Female
32%

Male
68%

INTREPRETATION:

The above graph Table 1. Shows that Gender wise percentage of customer’s
preference for deodorant are majority (68%) of the respondents are males.

2. Which of the following Age categories do you currently fall under?

Age Wise Respondents Percentage
15-20 5 5%
20-25 65 65%
25-30 20 20%
More than 30 10 10%

30
 TOTAL 100 100%

AGE WISE

15-20
More than 30
10% 5%

15-20
25-30 20-25
20%
25-30
More than 30

20-25
65%

Table 2.

INTREPRETATION:

The above graph Table 2. Shows that Age wise percentage of customer’s
preference for deodorant are majority (65%) of the respondents belongs to
the age group of 20-25 years.
3. What is your Occupation?
Occupation Wise Respondents Percentage
Student 61 61%
Businessman 13 13%
Government Employee 7 7%
Others 19 19%
TOTAL 100 100%

31
 OCCUPATION WISE

Student

Businessman
Others
19%
Government Employee
Government
Employee Others
7%
Student
Businessman 61%
13%

Table 3.

INTREPRETATION:

The above graph Table 3. Shows that Occupation wise percentage of

customer’s preference for deodorant are majority (61%) of the respondents
are students.
4. What is your average household income (monthly wise)?
Income Wise Respondents Percentage
5000-10000 5 5%
10000-20000 10 10%
20000-30000 22 22%
30000 above 63 63%
TOTAL 100 100%

32
 INCOME WISE
Table
4.
5000-10000
5000-10000
10000-20000
5% 10000-20000
10%
20000-30000
20000-30000
22% 30000 above
30000 above
63%

INTREPRETATION:

The above graph Table 4 shows that Income wise percentage of customer’s
preference for deodorant are majority (63%) of the respondents belongs to
the income group 30000 above.
5. How frequently do you use Deodorant?
Frequently Respondents Percentage
Once a Day 25 25%
Twice a Day 26 26%
Thrice a Day 23 23%
Others FREQUENTLY USE26WISE 26%
TOTAL 100 100%
Once a Day Twice a Day Thrice a Day Others

Others Once a Day

26% 25%

33
Thrice a Day Twice a Day
23% 26%
 Table 5.

INTREPRETATION:

The above graph Table 5. Shows that frequently use wise percentage of
customer’s preference for deodorant are twice in a day (26%).
6. How much money did you spend for each bottle of deodorant?
Price Respondents Percentage
Less than Rs.200 24 24%
Rs.200-300 64 64%
Rs.300-500 8 8%
Above Rs.500 4 4%
TOTAL 100 100%

34
 PRICE WISE
70
64
60

50

40

30
24
20

10 8
4
0
Less than Rs.200 Rs.200-300 Rs.300-500 Above Rs.500

Column2

Table 6.

INTREPRETATION:

The above graph Table 6 shows that price wise percentage of customer’s
preference for deodorant are majority (64%) of the respondents belongs to
the price group between Rs.200-300 .
7. Which brand did you prefer for purchase Deodorant?
Category Wise Respondents Percentage
Fogg 33 33%
Engage 26 26%
Perry Ellis BRAND WISE5 5%
Carolina Herrera 6 6%
Others Others
30% 30 Fogg 30%
33%
TOTAL 100 100%
Fogg
Engage
Perry Ellis
Carolina Herrera
Others Table
7.
Carolina
Herrera 35
6%
Perry Ellis
5%
Engage
26%
 INTREPRETATION:

The above graph Table 7. Shows that brand wise percentage of customer’s
preference for deodorant are majority (33%) of the respondents prefer fogg
as deodorant.

8. Why do you use Deodorant?

(A.) To Feel Fresh

Reason Wise Respondents Percentage

Agree 65 65%

Neutral 35 35%

Total 100 100%

(B.) To Smell Good

Reason Wise Respondents Percentage

Agree 68 68%
Neutral 32 32%
Total 100 100%

(C.) To Get Rid Out of Sweat

Reason Wise Respondents Percentage

Agree 43 43%
Neutral 57 57%
Total 100 100%

(D.) To Kill Bacteria

Reason Wise Respondents Percentage

Agree 29 29%
Neutral 71 71%
Total 100 100%

36
(E.) Others

Reason Wise Respondents Percentage

Agree 18 18%
Neutral 82 82%
Total 100 100%

USE OF
USE OF DEODORANT
DEODORANT

Table 8.

INTREPRETATION:

The above graph Table 7. Shows that customer’s preference for the use of
deodorant are majority (68%) are for smell good , (65%) to feel fresh, (43%) to
get rid out of sweat and (29%) to kill the bacteria.

37
 9. When do you use Deodorant?

(A.) In College

Reason Wise Respondents Percentage

Agree 71 71%
Neutral 29 29%
Total 100 100%

(B.) In Office

Reason Wise Respondents Percentage

Agree 51 51%
Neutral 49 49%
Total 100 100%

(C.) In Party

Reason Wise Respondents Percentage

Agree 75 75%
Neutral 25 25%
Total 100 100%

(D.) In Occasions

Reason Wise Respondents Percentage

Agree 49 49%
Neutral 51 51%
Total 100 100%

(E.) Others

Reason Wise Respondents Percentage

38
 Agree 26 26%
Neutral 74 74%
Total 100 100%

Table 9.

INTREPRETATION:

The above graph Table 9. Shows that customer’s preference for the use of
deodorant are majority (71%) are use deodorant while go to college and also
in party.

10. Which size of bottle do you prefer for purchase?

Size Wise Respondents Percentage

60ml 4 4%
90ml 7 7%
120ml 29 29%
150ml 43 43%

39
 More than 150ml 17 17%
TOTAL 100 100%

BOTTLE SIZE
More than 60ml
150ml 4% 90ml
17% 7%
60ml
90ml
120ml
150ml
More than
120ml 150ml
29%

150ml
43%

Table 9.

INTREPRETATION:

The above graph Table 9. Shows that customer’s preference for the use of
deodorant are majority (43%) prefer 150ml bottle size for purchasing
deodorant.

11. Which Brand have the better variety?

Brand Name Wise Respondents Percentage

Fogg 26 26%
Engage 24 24%
Park Avenue 29 29%
Perry Ellis 1 1%
Carolina Herrera 2 2%
Others 18 18%

40
 TOTAL 100 100%

BRAND VARIETY WISE

Fogg Engage Park Avenue Table
Perry Ellis Carolina Herrera Others
Others
10.
18% Fogg
26%
Carolina
Herrera
Perry Ellis
2%
1%

Park Avenue
29% Engage
24%

INTREPRETATION:

The above graph Table 10. Shows that customer’s preference for the use of
deodorant are majority (29%) data show that park avenue have more variety
comparing to others.

12. Does advertising of this product has any effect on your purchase?

Effect Wise Respondents Percentage

Yes 70 70%
No 30 30%
TOTAL 100 100%

41
 ADVERTISEMENT WISE
Yes No

No
30%

Yes
70%

Table 11.

INTREPRETATION:

The above graph Table 11. Shows that customer’s preference for the use of
deodorant are majority (70%) data shows that advertising of product has
effect on purchase of product.

(B.) TWO WAY ANOVA VARIANCE ANALYSIS:

(A.) TWO WAY ANOVA TESTS THREE NULL HYPOTHESIS:

H1- There is no significance difference between types of brands with gender.

42
 H2- There is significance difference between types of brands with gender.
H3- That there is no significance difference between the two factors.

ANOVA

Source of Variation SS df MS F P-value F crit

Rows 129.6 1 129.6 1.241974126 0.327533067 7.708647422

Columns 363 4 90.75 0.869669382 0.552196201 6.388232909

Error 417.4 4 104.35

Total 910 9

Conclusion:
Null Hypothesis rejected 0.55>0.05, so there is no significance relation between
the two factors. (Types of Brand and Gender)

(B.) TWO WAY ANOVA TESTS THREE NULL HYPOTHESIS:

H1- There is no significance difference between types of brands with age group.
H2- There is significance difference between types of brands with age group.
H3- That there is no significance difference between the two factors.

ANOVA
Source of VariationSS df MS F P-value F crit

43
Rows 181.5 4 45.375 1.96925859 0.16353201 3.25916673
Columns 450 3 150 6.50994575 0.00731166 3.49029482
Error 276.5 12 23.0416667

Total 908 19

Conclusion:
Null Hypothesis accepted 0.007<0.05, so there is significance relation between the
types of brand with age group.

(C.) TWO WAY ANOVA TESTS THREE NULL HYPOTHESIS:

H1- There is no significance difference between types of occupation with product

advertising.
H2- There is significance difference between types of occupation with product
advertising.
H3- That there is no significance difference between the two factors.

ANOVA

44
Source of SS df MS F P-value F crit
Variation
Rows 200 200 0.00447488 10.1279645
Columns 900 300 0.00194917 9.27662815
Error 3.33333333

Total 1110

Conclusion:
Null Hypothesis accepted 0.0019<0.05, so there is significance difference between
the types of occupation with product advertising.

45
 CHAPTER- VII.
FINDINGS

VII. FINDINGS:

(A.) DATA FINDINGS:

 68% of are male respondents.

46
  65% of respondent belong to the age group of 20 – 25.
 61% of respondents are students.
 63% people monthly income lies in the category of above 30,000.
 26% people using deodorant twice a day and also 26% fall under others
(carry with them).
 64% people spend between Rs. 200-300 for deodorant.
 33% of respondents are using fogg.
 68% of respondents are use deodorant to smell good and 63% to feel
fresh.
 71% of respondents using deodorant while they going to college and
also in party.
 43% of respondents are prefer 150ml bottle size for purchasing
deodorant.
 29% of respondents are prefer Park Avenue for variety wise.
 70% of respondents responded that advertising has effect on

purchasing the product.

(B.) ANOVA FINDINGS:

The factors of deodorant buying have major impact of advertising on

deodorant. The usage of deodorant is more in the age group of 20-25 years.

47
Fragrance/Smell is the most important factor as received from respondent’s
responses. The significant value .0019<.05, so null hypotheses is accepted
and hence factors have impact on overall purchase buying behavior of
consumers in the Indian Market. The age group of 20-25 years is more aware
of deodorant. The improvement suggested by respondent is on the variety
of brand aspect on deodorant ranges.

48
 CHAPTER- VIII.
LIMITATIONS

VIII. LIMITATIONS OF THE STUDY:

1) This study suffers from the following limitations:

2) The study has used convenience sampling method.
3) The study is based on Ahmedabad only.

49
4) The study was based on select communication constructs only.
5) The study was based on selected factors only.
6) The results therefore are confined to this area and need not necessarily
applicable to other places.
7) The findings of the study can be applicable to the period in which it has been
done; and not be applicable as such for other period.

50
 CHAPTER- IX.
CONCLUSION

IX. CONCLUSION:

This chapter is a summary for the previous chapters and dissertation. The study was
done to identify the factors influencing buying behavior of consumer for premium
deodorant in Ahmedabad city. In general the high quality products, attractive
packaging, beautiful designs, good shop locations, well designed promotions and

51
advertisement, and strong brand names are all contributing in the selling process of
luxury goods. That is why companies work hard and do extensive research to make
their products highly recognizable among different brands. The methodology used
in this study included a questionnaire that was created based on previous study
about deodorants,
According to the study findings, the effect of bottle size on consumer purchase
decision doesn’t vary among different income levels, lower income consumers are
affected by the price of deodorants. As for the effect of brand it also doesn’t vary
between genders, both males and females are affected by the deodorant brand in
the same way. It was also found that there is no difference in the brand type effect
on both genders, both males and females are affected by the deodorant brand.
Moreover, the results showed that males and females are affected by the
deodorant bottle size in the same way, and both genders are affected by the
fragrance of deodorant when they are making their purchase decision. The study
results showed also that variety wise deodorant have the same effects on
consumers with different income levels. According to the results of the study
consumers with different income levels are affected by the deodorant
advertisements. As for the results the effect of promotions on gender, it supported
some other results from other studies which argued that if we neglect all the other
factors like price and quality, etc. We will find that there is no difference between
males and females in terms of advertising effects. As per the survey, about 52
percent of the respondents said they used deodorants regularly. An overwhelming
48 percent of the respondents said their use of deodorants was infrequent and
attributed this to price of deodorant products available in the market. A large
proportion of the respondents said they would use

deodorant products regularly if these products were cheaper than they are at
present.
Additionally, too many deodorant products, with similar effectiveness and
consumer outreach messages, have made it difficult for consumers to be loyal to
one brand of deodorant products. In conclusion this study can be used beside other
52
studies to have a clearer understanding of the consumer behaviour and purchase
decision especially for deodorant.

53
 CHAPTER- X.
BIBLIOGRAPHY

X. BIBLIOGRAPHY:

REFERENCE BOOK:

54
  “Marketing Management.” 13th Edition, Pearson.
 “Marketing Research: Text and Cases.” New Delhi: Tata McGraw Hill
Publishing Company Limited.
 Kotler Philip and Armstrong Gary (2008). “Principles of Marketing.” 12th
Edition, New Delhi: Pearson Education.
 Kothari. C.R., “Research Methodology”, Published by McGraw Hill, 2000.
 Consumer Behavior by Schiffman (11 e)

RESEARCH PAPER & JOURNAL:

 Customer satisfaction towards the fogg deodorant, Avadi, Chennai

A.k.subramani, j.manikandan and t.dheeban.
 A Study on Users’ Satisfaction of AXE Brand (Perfumes & Deodorants) in
Coimbatore city
 A Study of Perfumes Buying Behavior of Consumers in India: Surabhi Singh
 Factors Affecting Consumers’ Choice of Perfume Products: The Case of
Famagusta – North Cyprus
 Preferences towards male deodorants consumers and retailers in Saudi
Arabia.

55
CHAPTER- XI.
ANNEXURE

XI. ANNEXURE:

SURVEY QUESTIONNAIRE
56
Dear Respondent,
I am conducting a survey “TO STUDY THE FACTORS
INFLUENCING BUYING BEHAVIOR OF CONSUMER FOR PREMIUM
DEODORANT IN AHMEDABAD CITY”. I request you to participate in the survey
by filling out the questionnaire given below. Your response will be held strictly
confidential.

1. Name: __________________________________________

2. Gender: Male Female

3. Which of the following age categories do you currently fall under:

15-20 20-25 25-30 More than 30

4. What is your occupation?

Student Businessman
Government Employee Others
5. What is your average household income (monthly wise)?
5000-10000 20000-30000
10000-20000 30000 above

6. How frequently do you use deodorant?

Once in a day
Twice in a day
Thrice in a day
Others
7. How much money did you spend for each bottle of deodorant?
Less thanRs.200

57
 Rs.200-300
Rs.301-400
Above Rs.400

8. Do you think the price the companies are charging, is worth the product?
Yes No

9. Which brand did you prefer for deodorant?

Fogg
Engage
Perry Ellis
Carolina Herrera
Others

10. Why do you use Deodorant?

(1- Strongly agree 2- Agree 3- Neutral 4- Disagree 5- Strongly disagree)

To Feel Fresh 1. 2. 3. 4. 5.
You like the fragrance 1. 2. 3. 4. 5.
To smell good 1. 2. 3. 4. 5.
To get rid out of Sweat 1. 2. 3. 4. 5.
To Kill Bacteria 1. 2. 3. 4. 5.
Others 1. 2. 3. 4. 5.

11. When do you use deodorant?

In College
In Office
In Party
In Occassions
Others

12. Which size of bottle do you prefer for purchase?

58
 60ml 90ml
120ml 150ml

13. Which Brand have the better variety?

Fogg
Engage
Yardley
Park Avenue
Dove
Axe
Set Wet

14. Does advertising of this product has any effect on your purchase?
Yes No

Thank you for your response.

59