Hul Project Report PDF

Introduction
Introduction of Bath Soaps

In India, soaps are available in five million retail stores, out of which, 3.75
million retail stores are in the rural areas. Therefore, availability of these products is
not an issue. 70% of India's population resides in the rural areas; hence around 50% of
the soaps are sold in the rural markets.
Hindustan Unilever is, of course, the market leader .The market is littered over
with several, leading national and global brands and a large number of small brands,
which have limited markets. The popular and premium brands include Lifebuoy, Lux,
Cinthol, Liril, Rexona, and Nirma.
Bath Soaps, despite their divergent brands, are not well differentiated by the
consumers. It is, therefore, not clear if it is the brand loyalty or experimentation lured
by high volume media campaign, which sustain them. A consequence is that the
market is fragmented. It is obvious that this must lead to a highly competitive market.
Bath Soap, once only an urban phenomenon, has now penetrated practically all areas
including remote rural areas. The incremental demand flows from population increase
and rise in usage norm impacted as it is by a greater concern for hygiene. Increased
sales revenues would also expand from up gradation of quality or per unit value.
The segment of bath soap can be segregated into:

 Premium
 Economy
 Popular
 Discount
The price of the premium segment products is twice that of economy segment
products. The economy and popular segments are 4/5ths of the entire soaps market.
The penetration level of bath soaps is 88.6%. However, the per capita consumption of
soap in India is at 460 Gms per annum.
As the market is constituted now, it can be divided into four price segments:
premium, popular, discount and economy soaps. Popular soaps are estimated to have
market volume of about 835.38crore having the share of 42%. Premium soaps are
estimated to have a market volume of about 298.35crore. This translates into a share
of 15%. Economy soaps estimated to have market volume of about 497.25crore. This
translates into a share of 25% and the discount soaps are estimated to have a market
volume of about 377.91crore. And this translates into a share of 19%.
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Bath Soap Industry Overview
Bath Soap industry is one of the oldest Fast Moving Consumer Goods
(FMCG) industries in India. It is among the highest penetrated category within FMCG
sector reaching an estimated 99% urban and 97% of the rural households. The main
characteristic of the industry was severe competition and high level of brand creation.
HUL saw the share of its soap brands such as Dove, Lux, Hamam, Breeze etc.
dip by value to 50.3% in the September quarter, from 53.2% a year earlier, according
to market research firm AC Nielsen. Market share slipped from 52.7% at the end of
June.
The soaps market recorded sales of Rs 1,989 crore in the second quarter this
fiscal. Godrej Consumer Products Ltd, or GCPL, whose soaps include Godrej No. 1,
Cinthol and Fair Glow, was stood second with a market share of 9.47%, followed by
Wipro Consumer Care Ltd‘s 8.34%, according to AC Nielsen.
The leading brands in the market are Dove, Pears, Lux, Dettol, Liril, Lifebouy,
Godrej No 1, Nirma, and Hamam. The industry had witnessed many innovative sales
promotion activities in the recent past. Numerous factors were responsible for such a
phenomenon. One of the reasons being that the market being sluggish, companies
were trying to increase market share in stagnant to declining (volume terms) market in
order to retain consumers, to encourage switching, to induce trials and liquidate
excessive inventories. Another reason possible was that with the presence of so many
brands the competition had increased severally leading to fight for market share and
shelf space. Inflationary trend had made both the consumer as well as trade deal
prone. Hence, sales promotion activities in Bath Soap industry posed a very
interesting study and consumer and retailer perceptions thereof. On the basis of
information collected on various brands and their prices, following three segments
emerge.
Price Segments of Bath Soaps
Segment Price Weight

Premium Above Rs. 20 75 gm
Popular Rs 13 to Rs. 20 75 gm
Economy Rs. 8 to Rs. 12 75 gm
The brands in popular segments were found to be frequently promoted as there

was intensive price competition in this segment. The brands could also be classified
based on medicinal benefits, cosmetic benefits, perfumes, and natural/herbal
properties. For the purpose of this study, only price segments were considered.
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Price Segmentation of Bath Soap
Segregation of Bath Soap Segments

(Total Sale of bath soap segment: 1989
crore)
19 %
25 %
Discount
Primium
15 % Popular
Economy
42 %
Soaps are also categorized into men's soaps, ladies' soaps and common soaps.
There are a few specialty soaps as transparent Glycerin soaps, sandal soaps, specially
flavored soaps and medicated soaps. Specialty soaps are high valued but 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 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.
Growth
With increase in disposable incomes, 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, because increase in prices has led some consumers to
look for cheaper substitutes.
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Introduction to HUL
FMCG Company has been playing a key role in the national economy in both
rural and urban sector. Hindustan Unilever Limited (HUL) is India's largest Fast
Moving Consumer Goods Company, touching the lives of two out of three Indians
with over 20 distinct categories in Home & Personal Care Products and Foods &
Beverages. The company‘s Turnover is Rs. 20,239 crores (for the 15 month period –
January 1, 2008 to March 31, 2009).
HUL is a subsidiary of Unilever, one of the world‘s leading suppliers of fast

moving consumer goods with strong local roots in more than 100 countries across the
globe with annual sales of Rs.2368.42 billion in 2008. Unilever has about 52%
shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally
in the list of ―Global Top Companies for Leaders‖ by a study sponsored by Hewitt
Associates, in partnership with Fortune magazine and the RBL Group. The company
was ranked number one in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 15,000 employees, including over
1,400 managers, is to ―add vitality to life". The company meets every day needs for
nutrition, hygiene, and personal care, with brands that help people feel good, look
good and get more out of life. It is a mission HUL shares with its parent company,
Unilever, which holds about 52 % of the equity.
The vision of HUL is to "meet everyday needs of people everywhere- to

anticipate the aspirations of our consumer & customer & to respond creatively &
competitively with branded products & services which raise the quality of life." The
objectives is achieved through the brands that the company markets. HUL's Brands
have been household names. Some of the big Brand in soaps and detergents are Life-
Buoy, Lux, Breeze, Dove, liril, Hamam, Surf, Rin, and Wheel
In order to know about the effect of the brands LIFE-BUOY, LUX, HAMAM,
PEARS, DOVE, LIRIL & ―BREEZE‖, which are very popular among the people? I
have tried to study the consumer behavior towards these soaps, although there are other
brands. It has also been seen that Life-Buoy, Breeze & Lux are popular among the rural
area. Being soap, consumers especially youth are very sensitive while choosing the
brand, so this has made me to study the consumer behavior towards these soaps.
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Heritage
HUL‘s heritage dates back to 1888, when the first Unilever product, Sunlight,
was introduced in India. Local manufacturing began in the 1930s with the
establishment of subsidiary companies. They merged in 1956 to form Hindustan
Lever Limited (The company was renamed Hindustan Unilever Limited on June 25,
2007). The company created history when it offered equity to Indian shareholders,
becoming the first foreign subsidiary company to do so. Today, the company has
more than three lakh resident shareholders.
HUL‘s brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely,
Sunsilk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr,
Annapurna, Kwality-Walls - are household names across the country and span many
categories - soaps, detergents, personal products, tea, coffee, branded staples, ice
cream and culinary products. They are manufactured in over 35 factories, several of
them in backward areas of the country. The operations involve over 2,000 suppliers
and associates. HUL's distribution network covers 6.3 million retail outlets including
direct reach to over 1 million.
HUL has traditionally been a company, which incorporates latest technology

in all its operations. The Hindustan Lever Research Centre (now Hindustan Unilever
Research Centre) was set up in 1958.
Principles of the Quality Policy

• Putting the safety of their products and consumers first.
HUL has stringent mandatory quality standards in place against which

compliance is verified through regular audits and self assessments. These standards
ensure they design, manufacture and supply products that are safe, of excellent
quality, and conform to the relevant industry and regulatory standards in the countries
in which they operate.
• They actively engage consumers and customers, translating their needs and
requirements into products and services, thus creating consumer value wherever they
position their products.
• Quality is a shared responsibility
Quality and consumer safety is the responsibility of every Unilever employee

and Unilever demonstrates visible and consistent leadership to meet this policy. The
drive for quality, in all that they do, is a passion reflected in their brand development,
manufacturing and customer service processes.
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Divisions
Home and Personal Care
The HPC business is made up of Fabric Wash, Household Care, Personal Wash and
Personal Care categories.
 Personal Wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona
 Laundry: Surf excel, Rin, Wheel
 Skin care: Fair and Lovely, Ponds, Vaseline.
 Shampoo: Clinic Plus, Clinic All Clear
 Oral care: Pepsodent, Close up
 Deodorants: Axe, Rexona
 Colour cosmetics: Lakme
 Ayurvedic personal and health care: Ayush
Foods
The Foods Division of the Company comprises Beverages, Processed Foods, Ice-
Creams and Modern Foods businesses.
 Tea: Brooke Bond, Lipton

 Coffee: Bru
 Foods: Kissan, Annapurna, Knorr
 Ice cream: Kwality walls
Water
Pureit, a breakthrough offering of Hindustan Unilever (HUL), comes with
many unique benefits – complete protection from all water-borne diseases, unmatched
convenience and affordability.
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Major Players of Bath Soap Market
Hindustan Unilever Ltd.

With over seven brands — LUX, LIFEBUOY, HAMAM, REXONA, BREEZE,
DOVE and PEARS — has 52.7% share of the overall soap market. HUL is India's largest Fast
Moving Consumer Goods Company; its journey began 77 years ago, in 1933, when the
company was first incorporated. The company stirring the lives of two out of three Indians
with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages
and also one of the country's largest exporters. HUL's brands includes Lifebuoy, Lux, Surf
Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme,
Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's - are household names across the
country. They are manufactured in over 40 factories across India. In the Rs7, 000 crore by
sales soap market; HUL‘s market share has dropped to 52.7% in March 2009 from 55.9% in
March 2008.
Godrej Consumer Products

GCPL, India‘s second largest soap maker after Hindustan Unilever Ltd, has nearly
9.47% market share. It is the second largest soap maker after Hindustan Unilever. Godrej
Consumer Products (GCPL) is a major player in the Indian FMCG market with leadership in
personal, hair, household and fabric care segments. The company is one among the largest
marketer of toilet soaps in the country with leading brands such as CINTHOL, FAIRGLOW,
& NIKHAR. Fairglow brand, India's first Fairness soap, has created marketing history as one
of the most successful innovations. It is also the preferred supplier for contract manufacturing
of toilet soaps, some of which are the most well-known brands in the country.
Wipro
In the Indian market, Wipro is a leader in providing IT solutions and services for the
corporate segment in India. Wipro also has a profitable presence in niche market segments of
infrastructure engineering, and consumer products & lighting. Wipro has made a large
acquisition in the Consumer Care business. The presence of Wipro in the toilet soap industry
can be seen through their brands such as SANTOOR and CHANDRIKA. With industry
leading organic growth rates and the acquisition, Consumer care business has reached a
Revenue run rate in excess of $100 million per quarter.
Nirma
Incorporated as a private limited company, Nirma was converted into a deemed
public company and then to a public limited one in Nov.'93. Nirma has a leadership presence
in Detergents, Soaps and Personal Care Products. To have a greater control on the quality and
price of its raw materials, Nirma undertook backward integration into manufacture of
Industrial Products like Soda Ash, Linear Alkyl Benzene (LAB), Alfa Olefin Sulphonates
(AOS), Fatty Acid, Glycerin and Sulphuric Acid. During 1996-97, Nilnita Chemicals, Nirma
Detergents, Nirma Soaps and Detergents, and Shiva Soaps and Detergents were amalgamated
with the company. The company created 'Nirma Consumer Care Ltd.' - a wholly owned
subsidiary on 22nd Aug.'97, which is the sole licensee of the brand name 'Nirma' within India.
Nirma enjoys a share of 6.74% in soaps.
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ITC
ITC, the country‘s largest cigarette maker, entered the segment last year and has made
a strong headway in a short time. According to AC Nielsen, its share has grown to 1.75% in
just five months despite the fact that many of its brands such as Superia, Fiama Di Wills and
Vivel are currently sold in only six states.
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STUDY OF HUL’S BATH SOAP BRANDS IN
RESPECT TO 4 P’S OF MARKETING MIX
Product
1. LUX
Lux stands for the promise of beauty and glamour as one of India's most trusted personal
care brands. Lux continues to be a favorite with generations of users for the experience of a
sensuous and luxurious bath.
Lux is 2nd grade soap having 70% TFM.
Prominent Variants
 Lux almond
 Lux orchid
 Lux fruit
 Lux saffron
 Lux sandalwood
 Lux rose
 Lux international
 Lux chocolate
 Lux aromatic extracts
 Lux oil and honey glow etc.
Available in Package
Lux available in the size: 45 gm, 75 gm, 100 gm, 150 gm, such as the International
Lux is available in the size: 75 gm and 125 gm.
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2. Lifebuoy
Lifebuoy launched in red brick shape as carbolic red soap in the market. It is symbolized
as health and hygiene. It has been repositioned in 2002 as family soap.
Lifebuoy is 3rd grade soap having 65% TFM. It launched in many variants such as
 Lifebuoy Active Red
 Lifebuoy Active Orange
 Lifebuoy International Plus
 Lifebuoy International Gold
 Lifebuoy Nature (Neem & Tulsi)
Lifebuoy available in the size: 45 gm, 100 gm, 120 gm, 150 gm., it also available
in the size of combo pack.
3. Hamam
Hamam bring alive ancient time tested skincare ritual that has been perfected over
generation in convenient and contemporary formats.
Hamam Soap Is lies in 3rd Grade having 68% TFM. The three variants of Hamam that
are as follows:
 Hamam Sampurna Snaan

 Hamam Scrub Bath
 Hamam Abhyang Snaan
Hamam is available in the package size of 100gm and 125 gm.
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4. Breeze
Breeze has offered them ‗Beauty at an affordable price‘, make them look and
feel beautiful. Breeze comes in four fragrances – rose, sandal, lime and Rajnigandha.
All this at a very affordable price for the masses.
Breeze is having 63% TFM. and lies in 3rd grade.
Prominent variants
 Lemon Twist
 Rose Mallika
 Sandal Sparsh
 Rajni Gandha
Breeze is available in the package of 45 gm, 100gm×3 and 125gm×4, which is

comparatively salable at discount segment.
5. Rexona
Rexona was launched in India in 1947. It is one of the well known

brands in soap market. Although the brand does not have any significant
market share, it has loyal customer based. Rexona soap was positioned as
natural skin care soap for a silky glowing skin.
Rexona is the 2nd grade soap having 70% TFM.
Rexona soap is available in the package size of 100gm and 125gm.
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6. Liril
Liril has come to be synonymous with the freshness of limes, active energy and
freedom of expression by its symbolic display of the uninhibited female form.
Liril is lies in the 2nd grade having 72% TFM.
Liril Soap is available in the package size of 75 gm and 125gm.
7. Dove
Dove is known to be a keeper of promises and has given real products to women
world over. To help you enjoy your own brand of beauty.
Dove is available in the package size of 50gm, 75gm. It is also available in the
size of combo pack such as 100gm×3.
8. Pears
Pears is available in three variants - the traditional Pure & Gentle variant, a
green variant for oil control and a blue variant for germ protection. The story of this
popular soap was first created in 1789 by a young man called Andrew Pears. This is
from whom it derived its name.
Prominent Variants
 Pears Pure & Gentle

 Pears Germ Shield
 Pears oil Control
A pear is available in the size of 45gm, 80gm and 120 gm.
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9. Moti
Moti is special soap which has certain differentiation. The first
differentiation point is shape. Unlike over soaps which come in cake form,
Moti is round soap. Moti is vernacular term for pearl. So the soap is also in the
shape of pearl.
Moti is only soap of HUL which is having 76% TFM and lies in grade 1.
Prominent Variants
 Moti Rose
 Moti Sandal
Moti is available in 2 sizes such as 68gm and 135 gm.
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Price
If price is too high then a company may never sell a single item of it. If price
is too low then one can lose money on every sale once all of costs of doing business
are considered. Therefore the key is to price it in such way that it appears attractive to
the customer as well as profitable to the company. HUL seems to have mastered this
idea. Prices of HUL are considered the most competitive in Indian market. The main
fact for this huge success story is the strategic pricing decision the company has
adopted from time to time.
HUL always gives value for money to their consumers. It is known for its
competitive pricing. It has the advantage of quoting a reasonable price due to its
economies of scale. HUL also can quote a very competitive price due to its superior
technology and optimum utilization of inventory. It has the product range that meets
the needs of all classes of consumers. It has the products that are categorized as
premium and mass products. HUL matches its prices with the competitor who is
operating in the same category. HUL also gives price offs on its products to reward
consumers who are using it for a long time and also to attract new consumers.
The price of the premium segment products is twice that of economy segment
products. The economy and popular segments are 4/5ths of the entire soaps market.
Price segments of bath soaps
Segment Price Weight

Premium Above Rs. 20 75 gm
Popular Rs 13 to Rs. 20 75 gm
Economy Rs. 8 to Rs. 12 75 gm
However, recently HUL has been forced to hike its price by one rupee, to
Rs17 (for 100 gm), giving in to the pressures of inflation. This paves the way for
competing soap makers like Godrej Consumer Products (GCPL) to take price
increases.
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Price wise Segments of HUL’s Bath Soap Brand
Popular (> 13 Rs. &

Premium (> 20 Rs.) Economy (< Rs. 12)
< 20 Rs.)
Price Price Price

Brand (Rs.) for Brand (Rs.) for Brand (Rs.) for
75 gm 75 gm 75 gm
Dove 33Rs. Lux 18 Rs. Breeze 10Rs
Pears 26Rs. Liril 19Rs. Lifebuoy 12Rs
Moti 23Rs. Rexona 17Rs.
Hamam 18Rs.
The bath soaps are available in different sizes - 75 gms. 100 gms, 125 gms. and 150
gms. The popular sizes are 75 gms. and 100 gms.
Promotion
The great Indian brand wagon started nearly four decades ago. Great brands
sometimes outlast their ambassadors as proven by Lux which celebrated its 75th anniversary
in India.
The first ambassador, Leela Chitnis featured in a Lux advertisement which flagged
off the Lux wagon. She gave way to a galaxy of stars which includes Madhubala, Nargis,
Meena Kumari, Mala Sinha, Sharmila Tagore, Waheeda Rehman, Saira Banu, Hema Malini,
Zeenat Amaan, Juhi Chawla, Madhuri Dixit, Sridevi, Aishwarya Rai, Kareena Kapoor and
Priyanka Chopra. The last frontier for most actors aspiring to stardom is becoming a Lux
ambassador. The brand has outlasted much soap. From the beginning, Lux became a
household name across the country.
All top actresses at their time were the brand ambassador of the Lux soap.
They launched the Shahrukh Khan as a first male brand ambassador for the LUX and
Abhishekh Bacchan was the second male brand ambassador for the Lux. They also
promote the brand through sponsoring the shows such as ―LUX PERFECT BRIDE.‖,
sales promotion schemes like ―LUX GOLD COIN OFFER‖, ―Buy 3 Get 1 Free‖. As a
promotional activity window display is also run by the company.
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A List of Some offers During the Period (2009 - 2010)
Brand Size Offers

Pears 75gm 5 Rs. OFF
Buy 1, get 2 sachets

Pears 75gm Sunsilk shampoo free
worth Rs.5
Lux 75gm Gold Coin Offer
Lux 75gm Save 9 Rs.
Breeze 75gm, Buy 2 Get 1 Free
Breeze 125 gm Buy 2 Get 1 Free
Dove 100gm Buy 3 Save Rs 10.
Lux Honey 75gm Rs. 2 Off
Place
HUL‘s distribution network is recognized as one of its key strengths -- that
which helps reach out its products across the every retail outlets. The need for a strong
distribution network is imperative, since HUL‘s corporate purpose is ―to meet the
everyday needs of people everywhere.‖
At Hindustan Unilever Limited, distribution network is one of the key

strengths that help them reach their products across the length and breadth of this vast
country. It has 2000+ suppliers and associates 7,000 stockiest and direct coverage in
over 1 million retail outlets across India.
To meet the ever-changing needs of the consumer, HUL has set up a

distribution network that ensures availability of all their products, in all outlets, at all
times. This includes, maintaining favorable trade relations and providing innovative
incentives to retailers. HUL boasts of placing a product across the country in less than
72 hrs.
The first phase of the HUL distribution network had wholesalers placing bulk
orders directly with the company.
Today, the goods are transferred from the factory to the company warehouses
and are sent to the distributor from there on a daily basis. From the distributor, the
stock reaches the market through daily sales. Typically, these include the salesman
registering the order of a retail outlet and delivering the goods the next day.
In addition to the ongoing commitment to the traditional grocery trade, HUL is

building a special relationship with the small but fast emerging modern trade. HUL's
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scale enables it to provide superior customer service including daily servicing,
improving their range availability whilst reducing inventories. HUL is using the
opportunity of interfacing more directly with consumers in this retail environment
through specially designed communication and promotions. This is building traffic
into the stores while yielding high growth for the business.
Availability
Sample Size: 20 Retail Outlet
20
19
18
17
16
15
14
13
12
11
10 Availability
9
8
7
6
5
4
3
2
1
LUX Lifebuoy Hamam Breeze Liril Rexona Pears Dove moti
Through above graphical representation it is clear that there is the higher

availability of the bath soap products that shows the strong distribution network of
HUL.
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Bathing Brands of HUL and Analysis of
Competition
LUX
The name Lux means ‗light‘ in Latin; however the name was chosen for its play
on the word ‗luxury‘. Lux stands for the promise of beauty and glamour as one of
India's most trusted personal care brands. Lux continues to be a favorite with
generations of users for the experience of a sensuous and luxurious bath.
Lux is available in seven different variants – white glow, orchid, chocolate, aqua
sparkle, almond delight, cool wave, international. All these seven different variants are
available in 75g, 100g & 125g pack.
Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers, it
arrived in the UK in 1928, offering people a chance to pamper themselves for a modest
price. From the 1930s right through to the 1970s, Lux soap colours and packaging were
altered several times to reflect fashion trends. In 1958 five colours made up the range:
pink, white, blue, green and yellow. People enjoyed matching their soap with their
bathroom colours. Lux available in the size: 45 gm, 75 gm, 100 gm, 150 gm, such as the
International Lux is available in the size: 75 gm and 125 gm.
Major Competitors
Bath Soap Market Share

HUL Brand Company
Brand
Godrej Consumer 17%
Godrej No 1 Soap
product Ltd.
Wipro Consumer Ltd Santoor Soap 30%
Nirma Beauty soap 4%

LUX Nirma
Neema Soap 1%
24%
ITC Vivel Soap 5%
Anchor Health & 8%

Dayna Soap
Beauty Care
VVF JO Soap 11%
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Market Share
17% Godrej No 1
24% Santoor
Nirma
Neema
Vivel
11%
30% Dayna
Jo
8%
Lux
5% 4%
1%
Interpretation:
Lux has the 2nd highest market share of 24% presided by the Santoor having the
highest market share of 30% and followed by the Godrej No 1 having 3rd highest market
share in Wardha Market.
LIFEBUOY
Making a billion Indians feel safe and secure by meeting their health and
hygiene needs is the mission of Lifebuoy. The world‘s largest selling soap offers a
compelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over
100 years, has been synonymous with health and value. Lifebuoy is now milled bath
soap with a new health fragrance and a contemporary shape. The new milled
formulation offers a significantly superior bathing experience and skin feel.
Life-buoy comes in new curved shape after 109 years. Lab-tested new
formulation offers 100% better germ protection than other ordinary soaps. Brick shape,
to offer an easy grip and a modern look. The new curved shape is the second major
change in Lifebuoy's history, after the re-launch of 2002. In 2002, after 107 years of its
existence as a carbolic soap, Lifebuoy was re-launched as a milled toilet soap offering
better germ protection.
Lifebuoy soap is available in five variants total, gold care, nature, and multani
mitti & orange. All the five variants are available in the new curved Shape and in new
formulation. The new Lifebuoy is targeted at today's sharp housewife with a more
inclusive "family health protection for my family and me" positioning.
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Major Competitors
Bath Soap
HUL Brand Company Market Share
Brand
Rackitt Benckiser
Lifebuoy (India) ltd. Dettol Soap 37%
49%
Jonson & Jonson Savlon Soap 14%
Market Share
37%
Dettol
49%
Savlon
Lifebuoy
14%
Interpretation:
In the carbolic range of bath soap market the Lifebuoy plays leading role with
the highest market share of 49% followed by the Dettol with 37% market share.
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HAMAM
Hamam brings alive the wisdom behind time-less skincare rituals in
convenient and contemporary formats.Launched in 1931 as a ‗mild, family soap‘,
Hamam soon drew a large natural following long before it was trendy or fashionable.
Perhaps the only Indian-made natural soap at the time, Hamam was embraced by
mothers and doctors alike, for its purity and safety on skin.
Only Hamam brings alive ancient time tested skincare ritual that has been
perfected over generation in convenient and contemporary formats. The three variants
of Hamam i.e. Smpurna Snaan, Hamam Scrub Bath and Abhyanga Snaan embody
traditional skincare practices.
Hamam can best leverage this due to its heritage and natural ingredient
legitimacy to claim purification of the body and spirit.
Major Competitors
Bath Soap
Brand
Dorcas Market
Medimix
Makers 44%
Ayurvedic Soap
Hamam
43% Hankel Margo Soap 9%
Wipro Consumer
Chandrika Soap 4%
Ltd.
Market share
Medimix
43% 44% Margo
Chandrika
Hamam
9%
4%
Interpretation:
Hamam is playing the second highest market leader with the market share of
43%, presided by the Medimix Ayurvedic Soap with the market share of 44% and
followed by the Margo Neem with the market share of 9%.
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BREEZE
Breeze is the product of Hindustan Unilever Limited. Breeze was launched in
India By keeping in mind the middle class family of India. This soap was launched in
different shapes and size to attract all the segments of the consumers.
Hindustan Unilever offers Breeze. Breeze scent magic is the soap that fulfils
de aspirations of women of rural India. Breeze has offered them ‗Beauty at an
affordable price‘, make them look and feel beautiful. Breeze comes in four fragrances
– rose, sandal, lime and Rajnigandha. All this at a very affordable price for the
masses.
Major Competitors
Bath Soap Market Share

HUL Brand Company
Brand
Godrej Consumer 19%
Godrej No 1 Soap
product Ltd.
Wipro Consumer Ltd Santoor Soap 33%
Nirma Beauty soap 5%

Breeze Nirma
Neema Soap 1%
16%
ITC Vivel Soap 5%
Anchor Health & 9%

Dayna Soap
Beauty Care
VVF JO Soap 12%
Market Share
Godrej No 1
16% 19% Santoor
Nirma
12% Neema
Vivel
9% Dayna
33%
5% Jo
5%
Breeze
1%
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Interpretation:
In the discount range of bath soap Breeze has achieved the 3rd highest market
leading position with the market share of 16%, presided by the Santoor and Godrej
No 1 having market share of 33% and 19% respectively.
LIRIL
Over time, Liril has come to be synonymous with the freshness of limes,
active energy and freedom of expression by its symbolic display of the uninhibited
female form.
Through history now, Liril has been the choice of many for the most
invigorating and energizing experience in bath. Liril was launched in 1977. Its 30
years old. Liril has been a trendsetter over times. The soap & its advertising have been
considered to be revolutionary. The first TV ad dates back to 1985. The Liril
expressions, associations & the Liril ads are recalled even till now.
Major Competitors
Bath Soap
Brand
Godrej Consumer
products Ltd. Cinthol Soap 43%
Liril
35% Rackitt Benckiser
(India) ltd. Dettol Cool Soap 22%
Market Share
35% Cinthol
43%
Dettol Cool
Liril
22%
Interpretation:
In the freshness segment of bath soaps, Liril is playing 2nd highest market
leader role with the market share of 35% presided by the Cinthol having 43% market
share and followed by the Dettol Cool with the market share of 22%.
23
PEARS
Pears launched in India in 1902, exuberates a long heritage of purity and has a
pristine quality. With the goodness of glycerin & natural oils, Pears is gentle enough,
even for a baby‘s skin and hence recommended by doctors and pediatricians
worldwide. It is so pure that you can actually see through it.
Pears is available in three variants - the traditional Pure & Gentle variant, a
green variant for oil control and a blue variant for germ protection. The story of this
popular soap was first created in 1789 by a young man called Andrew Pears. This is
from whom it derived its name.
Major Competitors
Bath Soap
Brand
Dorcas market
Medimix Glycerin
Makers 14%
Pears Soap
75%
Wipro Consumer Ltd. Santoor Glycerin
11%
Soap
Market Share
14%
11% Medimix GL
Santoor GL
Pears
75%
Interpretation:
In the glycerin soap segment Pears is the market leader with the market share
of 75% followed by the Medimix Glycerin and the Santoor Glycerin with the market
share 14% and 11% respectively.
24
MOTI
Moti is India‘s premium brand of soaps during the seventies. Now there is no
trace of this brand. Moti originally was a brand of Tata Oil Mills Company
(TOMCO). In 1993, TOMCO merged with HLL.
Moti is special soap which has certain differentiation. The first differentiation
point is shape. Unlike over soaps which come in cake form, Moti is round soap. Moti
is vernacular term for pearl. So the soap is also in the shape of pearl.
Uniqueness is the size of the soap. Moti is a big soap. Often one get bored of the soap
and it never quit finish fast.
Moti comes in popular fragrances like Rose (Gulab), Sandal (Chandan). Moti
is promoted as premium soap. The soap is expensive and during the eighties, the soap
is priced around Rs 25.
Major Competitors
Bath Soap
Brand
Mysore Sandal Mysore Sandal
25%
Soap
Moti
Dorcas Market
58% Medimix Sandal
Makers 17%
Soap
Market Share
25%
Mysore Sandal Soap
Medimix Sandal Soap
58% Moti
17%
Interpretation:
In the market segment of premium soaps the Moti Soap is playing the role of
market leader with the market share of 58% presided by the Mysore Sandal Soap with
the market share of 25% having the good quality of bath Soap in premium range.
25
DOVE
Since 1993, Indian women have relied on Dove for beautiful skin. Dove is
known to be a keeper of promises and has given real products to women world over.
To help you enjoy your own brand of beauty. Dove is growing very rapidly year after
year. This yr, we took a vow to make women experience the ‗real‘ Dove difference.
The face test campaign demonstrates the real proof of its superiority by using face as
the torture test. Thousands of women from around the country put their soap, and
dove to the test. And they all ended with the same answer – dove made their skin soft.
Major Competitors
Bath Soap
Brand
Dove ITC Fiama De Will
16%
84% Soap
Market share
16%
Fiama De Will
Dove
84%
Interpretation:
In the segment of milk soap Dove has achieved the highest market share i.e.
84% followed by the new entrance in the market i.e. Fiama De Will having the market
share of 16%.
26
Market Share of HUL’s Bath Soap Products in Wardha
City:
Company Market Share

Hindustan Unilever Ltd. 45%
Godrej Consumer product 11%

Ltd.
Wipro Consumer Ltd 13%
Nirma 3%
Rackitt Benckiser (India) 6%

ltd.
ITC 3%
Anchor Health & Beauty 3%

Care
Hankel India Ltd 1%
Jonson and Jonson‘s 2%
VVF 5%
Dorcas Market Makers 7%
Mhaysor Sandal Soap 1%
27
HUL's Market Share of Bath Soap Products In
Wardha City
Hindustan Unilever Ltd
Godrej Consumer Products Ltd.
Wipro Consumer Ltd.
Nirma
Rackitt Benchiser India Ltd.
ITC
Anchor Health & Beauty Care Ltd.
Hankel India Ltd.
Jonson & Jonson
VVF
Dorcas Market Makers 1%
Maysor Sandal soap
7%
2% 5%
1%
3%
3%
45%
6%
3%
13%
11%
Hindustan Unilever Ltd is the highly penetrated company in the bath soap
market having the highest market share i.e. 45%, followed by the Wipro Consumers
Ltd and the Godrage consumer Product Ltd having market share of 13% and 11%
respectively.
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Need of Study
The term consumer behavior refers the behavior that consumers display in the
searching for purchasing, using, evaluating and disposing of product and services that
they expect, will satisfy their needs. Consumer is highly complex individuals, subject to
a variety of psychological needs and buying behavior. Need and priorities of the
different consumers segment differ effectively.
This project has been undertaken to understand the consumer behavior towards
different bathing soaps which are of different Brands. There is a wide range of use of
bathing soaps to take bath everywhere. How many bathing soaps are in the market
especially in non urban area and up to what limit popular product of bathing soaps has
been able to compete to the local product in terms of QUALITY, QWANTITY…or
INSPIRATION FACTOR to accept buying decision. How the People use a particular
bathing soaps and how they show their attitude towards different bathing soaps and
why?
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Objectives of Study
1. To know about various brands of bath soaps of Hindustan Unilever Ltd. &
their survival in the market.
2. To study the competition held in the bath soap market for Hindustan Lever
Ltd.
3. To know about the customers perception while purchasing the bath soap
product.
4. To determine the demand of customers.
5. To know about the performance of popular brands of different companies in

the market.
30
Hypothesis of Study
a. Customers prefer the bath soap product on the basis of the advertisement and
the promotional activities of the companies.
b. Buyers choose the brands on the basis of their income and choice.
c. Hindustan Unilever Ltd. is the highly penetrated company in bath soap brands
having highest market share.
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Research Methodology
A research methodology is the arrangement of condition for
collection and analysis of data in a manner that to, combine relevance to
research purpose with economy in procedure.
Research Design:
Research Design is conceptual structure within which research is

conducted. It constitutes the blue print of collection, measurement and
analysis of data. Research design is needed because it facilitates the smooth
sailing of various research operations, thereby making research as efficient
as possible yielding maximum information with minimum time, effort and
money. Research Design stands for advance planning of methods to be used
for collecting relevant data and techniques to be used in the analysis. The
design helps researcher to organize his ideas whereby it will be possible for
him to look for flaws and inadequacies. Research design is purely and simply the
framework plans for study that guides the collection and analysis of data. There are
three major types of research design, i.e., exploratory research design, descriptive
research design and experimental research design. This study is basically exploratory
analysis type.
Exploratory research
The idea gets deeper insight into competition in the bath soap market and to
get buying behavior of consumers. In order to address above-mentioned objectives (I)
study of secondary sources was carried out from internet, books, and Magazines (II)
structured questionnaire was designed to seek consumer responses.
Descriptive research
The data is analyzed, which was collected.
Target population
The target population for ―A Comprehensive Study of Bath Soap Market and
Analysis of Buyer Behavior to Purchase the Bath Soap Product – With Special
Reference to Hindustan Unilever Ltd.‖ is - Consumers, from different economical &
demographical background, which are purchasing & using bath soaps.
32
Collection of data
The data has collected from primary & secondary sources.
Secondary Data
The main aim of the project is to analyze the competition in
occupying market shares of various bath soap brands as compare to
the brand of the HUL and the consumer‘s buying behavior of bath
soap products. Therefore it is necessary to get considerable
information about the competing brands. For this I have gone through
a lot of secondary data. A lot of issues of Business Today, Economic
Times were consulted. Books, magazines, internet, news papers, journals,
company information both internal and external by company magazines, data
and bulletins related to the project topic.
Primary data
A survey was conducted through structured questionnaire. The study
was done among consumers who are using bath soap and conducted personal
interview for collecting the required information. It is original data, first hand
and for the specific purpose of the research project. For this project, I have
used the following common research instruments.
1. Questionnaire:
Questionnaire development is the critical part of primary data
collection job. For this I have prepared a questionnaire in such a way that it is
able to collect all relevant information regarding the project. In this
questionnaire, I have used mostly close-ended questions that are easier to be
answered by respondents (consumers) and also easier for interpretation and
tabulation and some open-ended question to take the opinion of the
respondents in their own words. The questions were asked to the consumers
covering perception towards their purchase, price of the product, purpose for
using the product, characteristic of the product, brand image, effectiveness of
the advertisements, sales promotional activities, overall opinion about the
product, etc.
For collecting the answers from the above questionnaire, I have
used the following common methods.
2. Interview:
It is the most common method for contacting consumers and
collecting primary data. For this project I have used following type of
interview:-
a. Personal interview:
It is the most extensively used method. It enables better control of
the sample and ensures answers from the respondents. It also provides for a
tactful approach to the respondent since it is based on a person-to-person talk.
But this method is generally more expensive and time consuming.
33
I have used this technique to get the information of other
competitor‘s brands of bath soap from retailers such as their availability in the
shop and their market share in Wardha city.
For this project each interview was taking 15 to 20 minutes to
complete. Interview was also delayed due to un-availability of respondent in
shops.
b. Telephonic Interview
Telephonic interview is conducted for collecting the company‘s
information from the company‘s Sales Executive who is handling the sales of
Wardha city or who has known about the bath soap brands of HUL of the
wardha city. Company person was always on tour so it was not possible to
conduct the personal interview with them. So all the information related to the
company and bath soap brands is collected by the telephonic interview.
Sampling
Sample unit
Consumers using the bath soap.
Sample plan
The selection of the samples is done following the two sampling

techniques, which are:
- Simple random sampling
- Convenience sampling
Sample Location:
Consumers of bath soap in Wardha city.
Sample size
Customers-100 (Both male & female)

Retailers – 20 (All type of retail stores)
Scope of Study:
The geographical scope of the study was restricted to the Wardha city due to
time and resource constraints. The study being exploratory in nature, the sample size
was restricted to 100 consumers and 20 retailers. In this study only bath soaps
segment and the customers of bath soaps are considered.
34
Buyer Behavior
The aim of marketing is to meet and satisfy target customers‘ needs and wants.
The field of consumer behavior studies how individuals, groups, and organizations
select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires. Understanding consumer behavior is never simple, because
customers may say one thing but do another. They may not be in touch with their
deeper motivations, and they may respond to influences and change their minds at the
last minute.
Still, all marketers can profit from understanding how and why consumers
buy. For example, Whirlpool‘s staffs anthropologists go into people‘s homes, observe
how they use appliances, and talk with household members. Whirlpool has found that
in busy families, women are not the only ones doing the laundry. Knowing this, the
company‘s engineers developed color-coded washer and dryer controls to make it
easier for kids and men to pitch in.
In fact, not understanding your customer‘s motivations, needs, and preferences
can lead to major mistakes. This is what happened when Kodak introduced its
Advanta camera—a costly bust. The company proudly touted it as a high-tech
product, but the marketplace was dominated by middle-aged baby-boomers. In
midlife, fancy new technology generally loses its appeal, and simplicity begins to
edge out complexity in consumer preferences, so Advanta sales did not skyrocket.
Such examples show why successful marketers use both rigorous scientific
procedures and more intuitive methods to study customers and uncover clues for
developing new products, product features, prices, channels, messages, and other
marketing-mix elements. This project explores individual consumers‘ buying
dynamics.
35
Factors Influencing Buyer Behavior
The starting point for understanding consumer buying behavior is the stimulus
response model. As this model shows, both marketing and environmental stimuli
enter the buyer‘s consciousness. In turn, the buyer‘s characteristics and decision
process lead to certain purchase decisions. The marketer‘s task is to understand what
happens in the buyer‘s consciousness between the arrival of outside stimuli and the
buyer‘s purchase decisions. As this model indicates, a consumer‘s buying behavior is
influenced by cultural, social, personal, and psychological factors.
1. Cultural Factors Influencing Buyer Behavior
Culture, subculture, and social class are particularly important influences on

consumer buying behavior.
 Culture. : Culture is the most fundamental determinant of a person‘s wants
and behavior. The set of basic values, beliefs, norms, and associated behaviors that
are learned by a member of society.
 Subculture: Each culture consists of smaller subcultures that provide more

specific identification and socialization for their members. Subcultures include
nationalities, religions, tribal groups, and geographic regions. Many
subcultures make up important market segments, leading marketers to tailor
products and marketing programs to their needs.
 Social class.: Social classes are relatively homogeneous and enduring

divisions in a society. They are hierarchically ordered and their members share
similar values, interests, and behavior. Social classes reflect income as well as
occupation, education, and other indicators. Those within each social class
tend to behave more alike than do persons from different social classes. Also,
within the culture, persons are perceived as occupying inferior or superior
positions according to social class. Still, individuals can move from one social
class to another—up or down—during their lifetime. Because social classes
often show distinct product and brand preferences, some marketers focus their
efforts on one social class.
36
2. Social Factors Influencing Buyer Behavior
In addition to cultural factors, a consumer‘s behavior is influenced by such

social factors as reference groups, family, and social roles and statuses.
 Reference Groups: Reference groups consist of all of the groups that have a
direct (face-to-face) or indirect influence on a person‘s attitudes or behavior.
Groups that have a direct influence on a person are called membership
groups. Some primary membership groups are family, friends, neighbors, and
co-workers, with whom individuals interact fairly continuously and
informally. Secondary groups, such as professional and trade-union groups,
tend to be more formal and require less continuous interaction. Reference
groups expose people to new behaviors and lifestyles, influence attitudes and
self-concept, and create pressures for conformity that may affect product and
brand choices.
People are also influenced by groups to which they do not belong.
Aspirational groups are those the person hopes to join; dissociative groups
are those whose values or behavior an individual rejects.
Although marketers try to identify target customers‘ reference groups, the
level of reference-group influence varies among products and brands.
Manufacturers of products and brands with strong group influence must reach
and influence the opinion leaders in these reference groups. An opinion leader
is the person in informal product related communications who offers advice or
information about a product or product category. Marketers try to reach
opinion leaders by identifying demographic and psychographic characteristics
associated with opinion leadership, identifying the preferred media of opinion
leaders, and directing messages at the opinion leaders. For example, the hottest
trends in teenage music and fashion start in America‘s inner cities, and then
spread to youth in the suburbs. As a result, clothing companies that target
teens carefully monitor the style and behavior of urban opinion leaders.
 Family: The family is the most important consumer-buying organization in

society, and it has been researched extensively. The family of orientation
consists of one‘s parents and siblings. From parents, a person acquires an
orientation toward religion, politics, and economics as well as a sense of
personal ambition, self-worth, and love. A more direct influence on the
everyday buying behavior of adults is the family of procreation—namely,
one‘s spouse and children.
Marketers are interested in the roles and relative influence of the husband,
wife, and children in the purchase of a large variety of products and services.
These roles vary widely in different cultures and social classes.
Today, traditional household purchasing patterns are changing, with baby-
boomer husbands and wives shopping jointly for products traditionally
thought to be under the separate control of one spouse or the other. For this
reason, marketers of products traditionally purchased by one spouse may need
to start thinking of the other as a possible purchaser.
37
 Roles and Statuses: A person participates in many groups, such as family,
clubs, or organizations. The person‘s position in each group can be defined in
terms of role and status. A role consists of the activities that a person is
expected to perform. Each role carries a status. A Supreme Court justice has
more status than a sales manager, and a sales manager has more status than an
administrative assistant. In general, people choose products that communicate
their role and status in society. Thus, company presidents often drive
Mercedes, wear expensive suits, and drink Chivas Regal scotch. Savvy
marketers are aware of the status symbol potential of products and brands.
3. Personal Factors Influencing Buyer Behavior
Cultural and social factors are just two of the four major factors that influence
consumer buying behavior. The third factor is personal characteristics, including the
buyer‘s age, stage in the life cycle, occupation, economic circumstances, lifestyle,
personality, and self-concept.
 Age and Stage in the Life Cycle: People buy different goods and services over
a lifetime. They eat baby food in the early years, most foods in the growing
and mature years, and special diets in the later years. Taste in clothes,
furniture, and recreation is also age-related, which is why smart marketers are
attentive to the influence of age.
Similarly, consumption is shaped by the family life cycle. The traditional
family life cycle covers stages in adult lives, starting with independence from
parents and continuing into marriage, child-rearing, empty-nest years,
retirement, and later life. Marketers often choose a specific group from this
traditional life-cycle as their target market. Yet target households are not
always family based: There may be single households.
Some recent research has identified psychological life-cycle stages. Adults
experience certain ―passages‖ or ―transformations‖ as they go through life.
Leading marketers pay close attention to changing life circumstances—
divorce, widowhood, remarriage—and their effect on consumption behavior.
 Occupation and Economic Circumstances: Occupation also influences a

person‘s consumption pattern. A blue-collar worker will buy work clothes and
lunchboxes, while a company president will buy expensive suits and a country
club membership. For this reason, marketers should identify the occupational
groups that are more interested in their products and services, and consider
specializing their products for certain occupations.
In addition, product choice is greatly affected by a consumer‘s economic
circumstances: spendable income (level, stability, and time pattern), savings
and assets (including the percentage that is liquid), debts, borrowing power,
and attitude toward spending versus saving. Thus, marketers of income-
sensitive goods must track trends in personal income, savings, and interest
38
rates. If a recession is likely, marketers can redesign, reposition, and reprise
their products to offer more value to target customers.
 Lifestyle: People from the same subculture, social class, and occupation may
actually lead quite different lifestyles. A lifestyle is the person‘s pattern of
living in the world as expressed in activities, interests, and opinions. Lifestyle
portrays the ―whole person‖ interacting with his or her environment.
Successful marketers search for relationships between their products and
lifestyle groups. For example, a computer manufacturer might find that most
computer buyers are achievement-oriented. The marketer may then aim its
brand more clearly at the achiever lifestyle.
 Personality and Self-Concept: Each person has a distinct personality that

influences buying behavior. Personality refers to the distinguishing
psychological characteristics that lead to relatively consistent and enduring
responses to environment. Personality is usually described in terms of such
traits as self-confidence, dominance, autonomy, deference, sociability,
defensiveness, and adaptability.
Personality can be useful in analyzing consumer behavior, provided that
personality types can be classified accurately and that strong correlations exist
between certain personality types and product or brand choices. For example,
a computer company might discover that many prospects show high self-
confidence, dominance, and autonomy, suggesting that computer ads should
appeal to these traits.
Self-concept (or self-image) is related to personality. Marketers often try to
develop brand images that match the target market‘s self-image. Yet it is
possible that a person‘s actual self-concept (how he/she views himself/herself)
differs from his/her ideal self-concept (how he/she would like to view
himself/herself) and from his/her others-self-concept (how he/she thinks others
see him/her). Which self will he/she try to satisfy in making a purchase?
Because it is difficult to answer this question, self-concept theory has had a
mixed record of success in predicting consumer responses to brand images.
39
4. Psychological Factors Influencing Buyer Behavior
Psychological factors are the fourth major influence on consumer buying

behavior (in addition to cultural, social, and personal factors). In general, a person‘s
buying choices are influenced by the psychological factors of motivation, perception,
learning, beliefs, and attitudes.
 Motivation: A person has many needs at any given time. Some needs are
biogenic; they arise from physiological states of tension such as hunger, thirst,
discomfort. Other needs are psychogenic; they arise from psychological states
of tension such as the need for recognition, esteem, or belonging. A need
becomes a motive when it is aroused to a sufficient level of intensity. A
motive is a need that is sufficiently pressing to drive the person to act.
 Perception: A motivated person is ready to act, yet how that person actually
acts is influenced by his or her perception of the situation. Perception is the
process by which an individual selects, organizes, and interprets information
inputs to create a meaningful picture of the world. Perception depends not
only on physical stimuli, but also on the stimuli‘s relation to the surrounding
field and on conditions within the individual. The key word is individual.
Individuals can have different perceptions of the same object because of three
perceptual processes: selective attention, selective distortion, and selective
retention.
 Selective attention: People are exposed to many daily stimuli such as
ads; most of these stimuli are screened out—a process called selective
attention. The end result is that marketers have to work hard to attract
consumers‘ attention. Through research, marketers have learned that
people are more likely to notice stimuli that relate to a current need,
which is why car shoppers notice car ads but not appliance ads.
Furthermore, people are more likely to notice stimuli that they
anticipate—such as foods being promoted on a food Web site. And
people are more likely to notice stimuli whose deviations are large in
relation to the normal size of the stimuli, such as a banner ad offering
Rs.50 (on just Rs. 42) off a product‘s list price.
 Selective distortion: Even noticed stimuli do not always come across
the way that marketers intend. Selective distortion is the tendency to
twist information into personal meanings and interpret information in a
way that fits our preconceptions. Unfortunately, marketers can do little
about selective distortion.
 Selective retention: People forget much that they learn but tend to
retain information that supports their attitudes and beliefs. Because of
selective retention, we are likely to remember good points mentioned
about a product we like and forget good points mentioned about
competing products. Selective retention explains why marketers use
drama and repetition in messages to target audiences.
40
 Learning: When people act, they learn. Learning involves changes in an
individual‘s behavior that arise from experience. Most human behavior is
learned. Theorists believe that learning is produced through the interplay of
drives, stimuli, cues, responses, and reinforcement. A drive is a strong internal
stimulus that impels action. Cues are minor stimuli that determine when,
where, and how a person responds.
Suppose you buy an IBM computer. If your experience is rewarding, your
response to computers and IBM will be positively reinforced. Later, when you
want to buy a printer, you may assume that because IBM makes good
computers, it also makes good printers. You have now generalized your
response to similar stimuli. A countertendency to generalization is
discrimination, in which the person learns to recognize differences in sets of
similar stimuli and adjust responses accordingly. Applying learning theory,
marketers can build up demand for a product by associating it with strong
drives, using motivating cues, and providing positive reinforcement.
 Beliefs and Attitudes: Through doing and learning, people acquire beliefs and
attitudes that, in turn, influence buying behavior. A belief is a descriptive
thought that a person holds about something. Beliefs may be based on
knowledge, opinion, or faith, and they may or may not carry an emotional
charge. Of course, manufacturers are very interested in the beliefs that people
have about their products and services. These beliefs make up product and
brand images, and people act on their images. If some beliefs are wrong and
inhibit purchase, the manufacturer will want to launch a campaign to correct
these beliefs.
Particularly important to global marketers is the fact that buyers often hold
distinct beliefs about brands or products based on their country of origin.
Studies have found, for example, that the impact of country of origin varies
with the type of product. Consumers want to know where a car was made but
not where lubricating oil came from. In addition, attitudes toward country of
origin can change over time; Japan, for instance, had a poor quality image
before World War II.
A company has several options when its products‘ place of origin turns off
consumers. The company can consider co-production with a foreign company
that has a better name. Another alternative is to hire a well-known celebrity to
endorse the product or the company can adopt a strategy to achieve world-
class quality in the local industry.
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THE CONSUMER BUYING DECISION PROCESS
Marketers have to go beyond the various influences on buyers and develop an

in-depth understanding of how consumers actually make their buying decisions.
Specifically, marketers must identify who makes the buying decision, the types of
buying decisions, and the stages in the buying process.
Buying Roles
Marketers can identify the buyer for many products easily. In the India, men
normally choose their shaving equipment, and women choose their cosmetics. Still,
marketers must be careful, because buying roles can change. After the giant British
chemical firm ICI discovered that women made 60 percent of the decisions on the
brand of household paint, it began advertising its deluxe brand to women.
We can distinguish five roles that people might play in a buying decision. An
initiator first suggests the idea of buying the product or service. An influence is the
person whose view or advice influences the decision. A decider actually decides
whether to buy, what to buy, how to buy, or where to buy. A buyer makes the actual
purchase, while a user consumes or uses the product or service.
Buying Behavior
Marketers also need to be aware that consumer decision making varies with the type
of buying decision. The decisions to buy toothpaste, a tennis racket, a personal
computer, and a new car are all very different. In general, complex and expensive
purchases are likely to involve more buyer deliberation and more participants.
 Complex buying behavior: applies to high-involvement products such as

personal computers. Buyers may not know what attributes to consider in these
products, so they do research. Knowing this, marketers can help educate
buyers about product attributes, differentiate and describe the brand‘s features,
and motivate store personnel and others to influence the final brand choice.
 Dissonance-reducing buyer behavior: applies to high-involvement products

such as carpeting. Carpeting is expensive and self-expressive, yet the buyer
may consider most brands in a given price range to be the same. After buying,
the consumer might experience dissonance after noticing certain disquieting
features or hearing favorable things about other brands. Marketers should
therefore supply beliefs and evaluations that help consumers feel good about
their brand choices.
 Habitual buying behavior: applies to low-involvement products such as salt.

Consumers keep buying the same brand out of habit, not due to strong brand
loyalty, because they are passive recipients of information conveyed by
advertising. Ad repetition creates brand familiarity rather than brand
42
conviction. Marketers of such products can use price and sales promotions to
entice new customers to try their products.
 Variety-seeking buying behavior: applies to low-involvement products such
as soaps. In this category, consumers switch brands often because they want
more variety. The market leader will therefore try to encourage habitual
buying behavior by dominating the shelf space, keeping shelves stocked, and
running frequent reminder ads. Challenger firms will encourage variety
seeking by offering lower prices, coupons, free samples, and ads that offer
reasons for trying something new.
The Stages of the Buying Decision Process
Consumer buying decision process is the processes undertaken by consumer in regard

to a potential market transaction before, during and after the purchase of a product or
service.
Consumer decision making process generally involves five stages:
Need Post
Information Evaluation of Purchase
Recognition Purchase
Search Alternatives Decision
Behavior
1. Need Recognition
Purchase decision making process begins when a buyer becomes aware of an

unsatisfied need or problem. This is the vital stage in buying decision process,
because without recognizing the need or want, an individual would not seek to buy
goods or service.
There are several situations that can cause problem recognition, these include:
 Non availability of particular brand

 Dissatisfaction with Quality
 Price Changes
 Change in Financial Situation
43
2. Information Search
After the consumer has recognized the need, he / she will try to find the
means to solve that need. First he will recall how he used to solve such kind of a
problem in the past, this is called nominal decision making. Secondly, a consumer
will try to solve the problem by asking a friend or goes to the market to seek advice
for which product will best serve his need, this is called limited decision making.
Sources of information include:
 Personal sources
 Commercial Sources
 Public sources
 Personal experience
3. Evaluation of Alternatives
Consumers‘ evaluates criteria refer to various dimension; features,
characteristics and benefits that a consumer desires to solve a certain problem.
Product features and its benefit is what influence consumer to prefer that particular
product. The consumer will decide which product to buy from a set of alternative
products depending on each unique feature that the product offers and the benefit he /
she can get out of that feature.
Consideration
Total Set Awarness Set Choice Set Decision
Set
Lux Lux Lux Lux Lux
Santooe Santooe Santoor Santoor
Godrej No. 1 Godrej No.1 Godreg No. 1
Nirma Nirma
Dyana
4. Purchase Decision
This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually prefers a
nearby retail outlet for minor shopping and they can willingly go to a far away store
when they purchase items which are of higher values and which involve higher
sensitive purchase decision. After selecting where to buy and what to buy, the
consumer completes the final step of transaction by either cash or credit.
44
5. Post-purchase Behavior
Consumer favorable post-purchase evaluation leads to satisfaction.
Satisfaction with the purchase is basically a function of the initial performance level
expectation and perceived performance relative to those expectations. Consumer tends
to evaluate their wisdom on the purchase of that particular product. This can result to
consumer experiencing post purchase dissatisfaction. If the consumer‘s perceived
performance level is below expectation and fail to meet satisfaction this will
eventually cause dissatisfaction, and so the brand and/ or the outlet will not be
considered by the consumer in the future purchases. This might cause the consumer to
initiate complaint behavior and spread negative word-of-mouth concerning that
particular product.
45
Data Analysis and Interpretation
A. Demographic Samples:
1. Gender
Gender No of Samples
Male 80
Female 20
Total 100
Gender
(Sample Size 100)
20%
Male
Female
80%
Interpretation:
In total sample size of 100, there was 80 male and 20 female. So sample has
contribution of both male and female respondent.
46
2. Age Group
Age Group No of Samples

0 to 20 05
20 to 30 70
30 to 40 10
40 to 80 15
Total 100
80
70
60
50
40
Age Group
70
30
20
10
15
10
5
0
Up to 20 20 to 30 30 to 40 40 to 80
Interpretation:
Most of the respondent lie in the age bracket of 20 to 30 i.e. 70. Further 40 to
80 years i.e. 15, 30 to 40 years i.e. 10 and up to 20 years i.e. 5.
47
3. Marital Status
Marital status No. of Samples
Married 40
Unmarried 60
Total 100
Marital Status
40%
Married
Unmarried
60%
Interpretation
From the total sample size of 100 there was 40 respondents are married and 60
respondents are unmarried.
48
4. Family Members
No. of Family Members No. of Respondents

1 2
2 2
3 17
4 34
5 or more 45
Total 100
Family Members
2%
2%
17%
1
45% 2
3
4
5 or More
34%
Interpretation:
From the above sample size there are 45% people in the family with 5 or
more persons and 34% and 17% people in the family with 4 and 3 persons
respectively and 2 % people in the family with each 1 and 2 persons.
49
5. Educational Background
Educational Background No. of Samples
10th 1
12th 5
Graduation 52
Post graduation & Above 42
Total 100
Educational Background
1%
5%
10 th
42%
12 th
Graduation
Post graduation
52%
Interpretation
Most of respondents are quit educated as pie chart is showing 52% respondents are
graduate, 42% are Post graduate, 5% are 12th and only 1% is 10th pass.
50
6. Occupation
Occupation No. of samples

Government service 29
Executive 11
Self Employee 11
Student 42
Others 7
Total 100
Occupation
7%
29%
Govt. Service
Executive
Self Employee
42% Students
11% Oher
11%
Interpretation
From the total sample size of 100, 42% are students, 29% are government
employee, 11% are executive, again 11% are self employed, and 7% are lies in other
occupations.
51
7. Income Group
Income Group No. of Samples

0 – 1 Lakh 14
1 – 2 Lakh 25
2 – 3 Lakh 12
3 – 4 Lakh 3
Above 4 Lakh 2
Total 56
Income Group
30
25
20
15
25
10
14
12
5
3 2
0
0 - 1 Lakh 1 - 2 Lakh 2 - 3 Lakh 3 - 4 Lakh Above 4 Lakh
Interpretation
As it is very much well known that people are quit reluctant to tell their family
income so the above figures are not exact but representative, so according to that the
25% people between 1 – 2 lakh income group, further below 1 Lakh there are 14
people, between 2 – 3 Lakh there are 12% people, between 3 – 4 Lakh there are 3%
people and above 4 Lakh there are only 2% people. Rests of the 46% respondents are
dependent. They may be students and house wives.
52
B. Usage
Usage of Bath Soap No. of Samples

Yes 99
No 1
Total 100
Usage of Bath Soap

1%
Yes
No
99%
Interpretation:
From the above pie-chart it is clear that In Wardha 99% respondents are
users of soaps and 1% people are not using the bath soap with whom I asked
questions.
53
C. Brands People Use
Brands No. of Samples

Lux 27
Lifebouy 8
Breeze 13
Liril 7
Hamam 2
Pears 16
Dove 14
Others 12
Total 99
Brands
30
25
20
15
27 Brands
10
16
13 14
12
5
7 7
2
0
Lux Lifebuoy Breeze Liril Hamam Pears Dove Others
Interpretation:
It is found that most of the people like LUX i.e.27%, then the demand of Pears
is 16%, Dove is 14%, Breeze is 13%, Liril and Lifebuoy are 7% and Hamam is 2%.
Rest of the people use other soaps like Breeze, Liril, and Margo. Rest of the people
use other soaps like Medimix, Dettol, and Dayna etc.
54
1. Brands People Use – Age Group Cross Tabulation
Age Group
Less
Brands 20 to 30 to 40 & Total
than
30 40 above
20
Respondents 2 2723 1 1
Lux
% 2.02% 23.23% 1.01% 1.01% 27.27%
Respondents 0 8 0 0 8
Lifebuoy
% 0 8.08% 0 0 8.08%
Breeze
% 0 5.05% 8.08% 0 13.13%
Liril
% 0 2.02% 0 5.05% 7.07%
Hamam
% 0 2.02% 0 0 2.02%
Pears
% 0 12.12% 0 4.04% 16.16%
Dove
% 2.02% 12.12% 0 0 14.14%
Other
% 1.01% 6.06% 1.01% 4.04% 12.12%
Total
% 5.05% 70.7% 10.1% 14.14% 100%
25
20
Less than 20 years
15
20 to 30 years
10 30 to 40 years
5 40 & above
0
Lux Lifebuoy Breeze liril Hamam Pears Dove Others
Interpretation:
Lux is highly preferable brand by the age group 20 to 30 years followed by
both Pears and Dove. Breeze is highly preferable brand by the age group 30 to 40
years followed by the other soaps and Lux. Liril is mostly used by the age group 40 &
above followed by the Pears and other soaps and Lux is mostly used by the age group
less than 20 years respectively.
55
2. Brands People Use – Occupation Cross Tabulation
Occupation
Brands Govt Executiv Self Total
Students Others
Employee e Employee
Respondents 10 3 1 13 0 27
Lux
% 10.1% 3.03% 1.01% 13.13% 0 27.27%
Lifebuoy
% 3.03% 2.02% 1.01% 2.02% 0 8.08%
Breeze
% 4.04% 0 4.04% 5.05% 0 13.13%
Liril
% 3.03% 0 0 2.02% 2.02% 7.07%
Hamam
% 0 0 0 2.02% 0 2.02%
Pears
% 4.04% 2.02% 2.02% 5.05% 3.03% 16.16%
Dove
% 0 0 0 13.13% 1.01% 14.14%
Other
% 5.05% 3.03% 3.03% 0 1.01% 12.12%
Respondent
29 10 11 42 7 99
Total s
% 29.29% 10.1% 11.11% 42.42% 7.07% 100%
14
12
10 Government Employee
8 Executive
6 Self Employed
Students
4
Others
2
0
Interpretation:
The brands Lux and Dove are highly used by the students followed by the both
Breeze and Pears. Lux is again mostly preferred brand by government employees
followed by the others. Most of the self employed people used pears and others
preferred both Liril and Pears mostly.
56
3. Brand People Use – Income Group Cross Tabulation
Income Groups
Less
Brands 1 to 2 2 to 3 3 to 4 4& Total
than 1 Dependents
Lakh Lakh Lakh Above
Lakh
Respondent
2 8 5 0 0 12 27
Lux s
% 2.02% 8.08% 5.05% 0 0 12.12% 27.27%
Respondent
Lifebuo 2 3 0 0 0 3 8
s
y % 2.02% 3.03% 0 0 0 3.03% 8.08%
Respondent
2 5 2 0 0 4 13
Breeze s
% 2.02% 5.05% 2.02% 0 0 4.04% 13.13%
Respondent
2 0 1 0 0 4 7
Liril s
% 2.02% 0 1.01% 0 0 4.04% 7.07%
Respondent
Hama 0 2 0 0 0 0 2
s
m % 0 2.02% 0 0 0 0 2.02%
Respondent
3 1 0 3 2 7 16
Pears s
% 3.03% 1.01% 0 3.03% 2.02% 7.07% 16.16%
Respondent
0 0 0 0 0 14 14
Dove s
% 0 0 0 0 0 14.14% 14.14%
Respondent
3 5 4 0 0 0 12
Other s
% 3.03% 5.05% 4.04% 0 0 0 12.12%
Responde
14 24 12 3 2 44 99
nts
Total
14.14 24.24 3.03 2.02
% 12.12% 44.44% 100%
% % % %
57
16
14
12
Less than 1 Lakh

10
1 to 2 Lakh
8 2 to 3 Lakh
3 to 4 Lakh
6 4 & above
Dependents
4
0
Interpretation:
The people lies in the category of dependents preferred mostly Dove and then
Lux and pears respectively. The people lies in the income group of 1 to 2 lakh used
mostly Lux and Breeze respectively. Lux is mostly preferred by the income group of
2 to 3 lakh. A pear is the brand which is highly used by the both 3 to 4 Lakh and
above 4 Lakhs income group.
58
D. Association with Existing Brands
Duration No of Samples
1 Month 2
6 Months 18
1 Year 27
2 or more years 52
Total 99
Associate with Existing Brand

60
50
40
30
Asociated with brand
20
10
0
1 Month 6 Months 1 Year 2 or more years
Interpretation:
Major chunk of population 52% is associated with associated with same brand
from more than two years. 27% from about one year, 18% from 6 months and 2%
from 1 year. It shows that a good amount of population is brand loyal in terms of bath
soap.
59
1. Association with Existing Brand – Brands People Use
Duration of Using
2 or
Brands 1 6 Total
1 year more
month months
years
Lux
% 0 5.05% 2.02% 20.2% 27.27%
Lifebuoy
% 0 3.03% 2.02% 3.03% 8.08%
Breeze
% 0 2.02% 3.03% 8.08% 13.13%
Liril
% 0 1.01% 2.02% 4.04% 7.07%
Hamam
% 0 0 1.01% 1.01% 2.02%
Pears
% 1.01% 0 7.07% 8.08% 16.16%
Dove
% 0 6.06% 4.04% 4.04% 14.14%
Other
% 1.01% 1.01% 6.06% 4.04% 12.12%
Total
% 2.02% 18.18% 27.27% 51.51% 100%
25
20
15 1 Month
6 Months
10 1 Year
2 or more years
5
0
Interpretation:
The people are highly associated with the Lux, Breeze and Pears respectively.
60
E. Switchover to another brand
Response No of Respondents
Switchover to another Brand 11
Continue with existing brand 89
Not Responded 1
Total 100
Switchover to the another brand

1%
11%
Switchover to another brand

Continue with existing brand
Not Responded
88%
Interpretation:
The consumers thinking regarding with they will be continue with the same
brand in near future the response is in favor of companies as 88% people are ready to
continue with their existing brand.
11% people are susceptible to brand switching as they are not convinced.
61
F. Reason for switchover to another brand
Reasons for switchover No. of Samples

Lack of changes in existing brand 1
Price Rises 2
Non Availability 0
Packaging & features 6
Effective Advertisement and sales 2
promotion of other brand
Total 11
Resones for switchover to anather brand
9% Lack of changes in existing

18%
brand
Price Rises
18%
Non Avaibility
0%
Packeging and features
Effective advertiesment and

55% sales promotion of other brand
Interpretation:
from the above 11 people who are switching over to the another brand 55%
people are unsatisfied with the packaging & features of existing brand that‘s why they
are switching over and 18% each switchover because of price rises and effective
advertisement and sales promotion of other brands and rest of the people are
switchover because of lack of changes in their existing brand.
62
G. Source of Information
Sources of Information No. of Samples

TV 85
Print 9
Radio 2
Store Display 0
Hoardings 1
Friends & Family 2
Total 99
Source of Information
90
80
70
60
50
40 Source of Information
30
20
10
0
TV Print Radio Store Hoardings Friends &
Display Family
Interpretation:
How a consumer came to know about a particular brand it is very much
important for marketers, because with the help of this they can reach to their market in
better way. It is clear from the finding the T.V Advertisements are the major source of
information for customers; rest contributes marginally to the brand awareness.
63
H. Place to Purchase the bath soap
Place for Purchase No. of Samples
Nearest Kirana Shop 83
Super shop 16
Not responded 1
Total 100
Place for Purchase

1%
16%
Nearest kirana Shop

Super Shop
Not Responded
83%
Interpretation:
83% of people still rely to their local kirana shops for Bath Soaps and 16%
purchase from super shop.
64
I. Attributes motivates to purchase the brand
Attributes No. of Samples
Brand Name 33
Advertisements 16
Attractive Packaging 10
Quality 73
Attractive Offers 7
Health 17
Price 24
Shop Display 5
Retailers 4
Fragrances 7
Attributes Motivates to Purchase the Brand

2% 2% Brand Name
4%
17% Advertiesment
12% Attractive Packaging

Quality
8%
Attractive Offers
9%
5% Health
4% Price
Shop display
Retailers
37%
Fragrances
Interpretation:
When it comes to why a customer opts for a brand, which attributes attract
him most? The opinion is divided into lot of factors, lot of customer prefer for more
than one attribute. But three core attribute on which the whole bath soap market is
standing are-
Quality 37%
Brand Name 17%
Price 12%
Interestingly 9% customers feel health also as a choice criterion.
65
J. Ranking to the Attributes
Grade/ 1st 2nd 3rd 4th 5th
attribute
Fragrance 31 48 10 2 8
Quality 51 32 9 7 0
Packaging 14 34 42 8 1
Price 21 43 24 8 3
Advertisement 12 17 32 31 7
Brand image 11 22 29 26 11
Health 36 26 22 6 9
60
50
Fragrance
40
Quality
Packaging
30
Price
Advertisement
20
Brand image
Health
10
0
1st 2nd 3rd 4th 5th
Interpretation:
The graphical representation of all sample size shows that the customer gives
1 preference to the quality, 2nd preference to the fragrance, 3rd preference to
st
packaging, 4th preference to the advertisement and 5th preference to the brand image.
Those attributes motivates to the customers to purchase the bath soap brand.
66
K. Effects of Non Availability of Brand
Action No. of samples
Drop the idea to buy 9
Go to another retail shop 72
Try another brand 18
Not Responded 1
Total 100
effects on buyer to non availability of brand

1%
9%
18%
drop the idea to buy

go to another retail shop
try another brand
Not Responded
72%
Interpretation:
As per the collected data it is clear that customers want to stick to their
particular brand rather than trying out some different brand.
67
L. Effects of Price increased of existing brand
Response No. of samples

Continue to buy the existing brand 70
Try another brand 29
Not Responded 1
Total 100
effects of increases in price

1%
29% continue to buy the existing

brand
try another brand
Not Responded
70%
Interpretation:
Customers are ready to pay even high price because they are satisfied with
what they buy.
68
M. Effects of Sales Promotion like 3Rs off or 25 gm extra
Response No. of samples

Yes 78
No 21
Not Responded 1
Total 100
response to sales promotion

1%
21%
yes
no
Not Responding
78%
Interpretation:
Almost 78% customer‘s agreed that sales promotion schemes do effect the buying
decisions.
69
N. Consumption in package
Types of package Consumption
Single pack 44
Combo pack 55
Not Responded 1
Total 100
consumption in package
1%
44% single pack

combo pack
55% Not Responded
Interpretation:
Above pie chart shows that 55% people prefers soap in combo pack (i.e.
Discount Pack) and the 44% people prefers soaps in single pack.
70
O. Reasons of Using Combo Pack
Combo Pack For Actual % For
%
Consumers Consumption Discount
55 19 35% 36 65%
Reasons for Combo pack Consumption
35%
For Actual Consumption

For Discount
65%
Interpretation:
From the 55 consumers of the combo pack of bath soaps 65 % people prefer it
for the discount purpose and 35% people prefer it for the actual consumption.
71
P. Single pack Consumption
1. Size frequently buy and average monthly consumption
No. of Average Monthly
Size Monthly Consumption
buyers Consumption
45gm 1 3 3
75gm 14 62 4
100gm 20 39 2
125gm 8 18 2
Single Pack Buyers

2%
19%
33% 45gm
75gm
100gm
125gm
46%
Monthly Consumption
70
60
50
40
Monthly Consumption
30
20
10
0
45gm 75gm 100gm 125gm
Interpretation:
From the above sample size there is 46% users of the 100gm size and 75 gm
has high monthly consumption in single size.
72
Q. Combo pack consumption
1. Size frequently buy & average monthly Consumption

No. of Average Monthly
Size Monthly Consumption
buyers Consumption
75gm × 4 13 33 3
100gm ×
26 44 2
3
125gm ×
16 31 2
4
Combo Pack Buyer
24%
29%
75gm × 4
100gm × 3
125gm × 4
47%
Monthly Consumption
50
45
40
35
30
25
Monthly Consumption
20
15
10
5
0
75gm × 4 100gm × 3 125gm × 4
Interpretation:
From the above sample size there is 47% users of the 100gm× 3 size and also
100gm× 3 gm has highest monthly consumption in combo pack.
73
R. Satisfaction Level
Satisfaction Level No of Respondents

Highly Satisfied 60
Moderate Satisfied 35
Unsatisfied 4
Not Responded 1
Total 100
Satisfaction Level
1%
4%
Highly Satisfied
35% Moderate Satisfied
Unsatisfied
60% Not Responded
Interpretation:
The prime aspect that will decide brand loyalty is the satisfaction level of a
customer. Here 60% population is satisfied with their existing brand. The numbers of
unsatisfied customers are 4%.
74
S. Recommendation to Others
Recommendation No of Respondents
Yes 90
No 10
Total 100
Recommendation to others
10%
Yes
No
90%
Interpretation:
Word of mouth promotion has a deciding impact on consumers. Here finding
shows that companies are successful in this as 90% of consumers recommend the
brand to others.
75
Analysis Factors Influencing the Buyer Behavior
1. Cultural Factors:
Following are the heads considered in the cultural factors:
a. Occupational Factors
b. Educational Factors
c. Gender
Factors No of Respondents
Occupation (students) 42
Education (Graduate) 52
Gender (Male) 80
Cultural Factors
90
80
80
70
60
52
50
42
40
30
20
10
0
Occupation (Student) Education (Graduate) Gender(Male)
Interpretation:
There are three factors considered in the cultural factors i.e. occupation,
education and gender. In this study the gender factor highly affect the buying behavior
of customers.
Statistical Analysis:
Mean of Cultural Factor = 58
76
2. Social Factors
a. Marital Status
b. No. of Family Members
c. Occupational Factors
Unmarried 60
5 or More 45
Students 42
Social Factors
70
60
60
50 45
42
40
Social Factors
30
20
10
0
Unmaried 5 or More Students
Interpretation:
Marital status, family members and the occupation are the heads considered in
the social factors, in which the unmarried head of the marital status affect majorly
affect the buyer behavior.
The mean of Social Factor = 49
77
3. Personal Factors
a. Age
b. Occupational
c. Economical
20 to 30 70
Occupation 42
Economical 25
Personal Factors
80
70
70
60
50
42
40
Personal Factors
30 25
20
10
0
20 to 30 Students 1 - 2 Lakh
Interpretation:
The age group affects the buyer behavior of customers highly in personal
factor.
The mean of personal factor = 45.67
78
4. Psychological Factors
a. Motivation
b. Perception
c. Learning
Quality 73
Perception (Quality) 51
Satisfaction Level 60
Psychological Factors
80
73
70
60
60
51
50
40
Psychological Factors
30
20
10
0
Quality Perception (Quality) Satisfaction Level
Interpretation:
There are three factors considered in the psychological that are motivational,
perception and quality, in which the motivational factors create higher impact on the
buyer behavior.
The mean of psychological factor = 61.33
79
Major Factors Influencing the buyer Behavior
Following are the major factors influencing the buyer behavior, which is come
out from the above statistical analysis.
Major factors No of Respondents

Cultural Factor 58
Social Factor 49
Personal Factor 45.67
Psychological Factor 61.33
Major Factors
70
61.33
58
60
49
50 45.67
40
30 Major Factors
20
10
0
Cultural Factor Social Factor Personal Factors Psychological
Factor
Interpretation:
From the above four major factors of buyer behavior the psychological factor
affects highly on the buying pattern of the customers behavior.
80
Findings
Following are the findings of the above analysis.
1. Psychological factor is highly affected to the consumers buying behavior
2. Form this survey based project it has found that consumers preferring the
quality as well as fragrance at the time of purchasing the bath soap.
3. HUL having the highest market share in bath soap because it is working in all
segments of bath soaps.
4. In a family the consumption of a combo pack of bath soap is 55% as compare

to the single pack i.e. 44%, the average consumption of a family in a combo
pack is 2 sets per month.
5. Consumers prefer the combo pack as compare to the single pack of the bath
soap because of the discount factor.
6. The performance of Santoor soap is as good as HUL‘s LUX because of the

continuous promotional activities.
7. The soaps like Godrej No1, Nirma, and Dayna having fewer sales as compare
to the HUL, but they are providing the cheapest soaps in the market with
better quality, having 76% TFM and lies in the grade I Soap category.
81
Suggestions & Recommendations
1) The market share of HUL‘s Bath Soap is higher than the other bath soap
companies but if we see the individual performance of each bath soap of
HUL, some brands are lacking somewhere, so it is suggested to the
company to pay attention on the individual performance of each bath soap
rather than collectively.
2) Psychological factors influence highly the buyer behavior i.e. quality

motivates to customers to buy the products. Customer wants best quality
product on any price, so company should improve the quality of their bath
soap products such as improvement in TFM.
3) If company wants to increase their sales and consumption so it is

suggested that they should provide their soap in combo pack continuously.
4) Since Wardha is a town in which there are many schools and colleges
hence the most often soap being preferred by the students is Dove and Lux
hence it is suggested that more of the fragrances shapes and sizes of the
soap should be introduced so that the growth of the soap could be
increased in that area.
5) Majority of the users are from middle class family and they have less
consumption of the soaps like Dove and Pears hence it is suggested to
reduce the price of that soap and try to make affordable to the Dove and
Pears for the consumption of middle class people.
82
Limitations
1. It is a hard fact that each study suffer from some limitations. One of the
limitations of the study is, as the information is collected from the
retailers, the monthly sales figure given by them is based entirely on their
own judgment. So a few of them might have given the wrong figures
related to their monthly sales. Another limitation was that some of the
retailers were busy and could not give appropriate information. And also
very few retailers did not want to share any information.
2. Another limitation of the study was the customers who were personally
interviewed did not want to share the actual data as few of them were
giving fake data.
3. The Sales Executive of the company was always on tour so it is not
possible to conduct the personal interview with them. So all the
information related to the company is collected by the telephonic
interview. Because of their busy schedule sometimes they were unable to
give me the information at right time.
4. The sample size being very small, i.e. only 100 consumers and 20
retailers, limited the scope of research
5. Time constraints put boundaries to sample area and hence limited the
extent of the study
6. Taking convenience sampling might have led to some bias as people with
different age groups have different perceptions
83
Conclusions
The most important skill I feel are needed in the project work include:
research skills, systematic organizational skills, accuracy and attention to detail, basic
computer skills, the ability to communicate effectively the ability to develop and
maintain relationship, initiative and the ability to work independently on a project but
also be an integral part of the research.
Study on the buying behavior towards bathing soap of the respondents of

Wardha city gave me a lot of knowledge, information and confidence. And on that
basis I can say that the consumption of these brands would be increased through more
awareness about the brand, through easy availability at the shop.
Following are the conclusions of the study on the basis of data analysis and
findings of the study.
1. The customers are highly motivated by the quality of the product i.e. the
psychological factors are affecting highly the buying behavior of customers.
2. Advertisement and the sales promotional activity is affected very much the
purchasing behavior of the customers. Hence it is conclude that customers
prefer the bath soap product on the basis of the advertisement and the
promotional activities of the companies.
3. According to the highest market share of the bath soaps of HUL it is

concluded that the HUL is highly penetrated company in the bath soap
segment.
4. The soaps under the popular range (> Rs.13 & < Rs.20) and economy range (<
Rs. 13) are used by the income group from less than 1 lakh to 3 lakh and the
premium range (> Rs. 20) soaps are mostly used by income group of above 4
lakh and the respondents lies in the dependent category such as students and
house wives choose mostly the premium brands such as dove and Pears, so it
is conclude that the buyers choose the brands on the basis of their income and
choice.
84
Bibliography
Journals:
1. Indian Journal of Marketing, August 2009. Ref. – “Factor Responsible for
Choice of FMCG Products: A Case Study of Consumer Dental Care Product.”
(Page No. – 24, 25 & 26)
- Dr. Pinaki Ranjan Bhattacharyya
- Dr. Sainath Mazumdar
2. Indian Journal of Marketing, September 2009. Ref – “A Study of Consumer’s

Buying Pattern of Cosmetic products in South Hariyana.” (Page No. – 29, 30,
31 & 33.)
- Dr. Neeraj Kaushik
- Deepak Gupta
Books:
1) Business Research – Berry.
2) Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of

India).
3) Research Methodology, Khothri C R
Websites:
www.hul.com
http://en.wikipedia.org/wiki/Fast_moving_consumer_goods
http://www.naukrihub.com/india/fmcg/overview/
http://www.naukrihub.com/india/fmcg/consumer-class/
http://www.naukrihub.com/india/fmcg/consumer- class/income/
http://www.naukrihub.com/india/fmcg/consumer-class/age/
85
Annexure
Questionnaire for Consumer

Resp. Sir/ Mam
I am the student of Bapurao Deshmukh Engineering College, Sevagram,

studying in MBA IInd year. As a part of my curriculum, I am doing a project which
has a title ―A COMPREHENSIVE STUDY OF BATH SOAP MARKET AND
ANALYSIS OF BUYER BEHAVIOR TO PURCHASE THE BATH SOAP
PRODUCTS – WITH SPEACIAL REFFERENCE TO HINDUSTAN
UNILEVER LTD.”. I will be very grateful to your valuable time to response the
following questions. Kindly tick () or give your words where appropriate.
Name:
……………………………………………………………………………………
Address:
………………………………………………………………………………..
Gender:  Male  Female
1. What is your age group?
 0 – 20 yrs  20 – 30 yrs
 30 – 40 yrs  40 – 80 yrs
2. What is your marital status?
 Single  Married
3. From which family are you belonging?
 Joint Family  Nuclear Family
4. How many members are in your family?
 Single 2
3 4
 5 or more
86
What is your educational background?
 10th  12th
 Graduate  Post graduate & above
5. What is your occupation?
 Government Service  Executive
 Self employee  Student
 Other ………………………………………..
6. What is your annual income?
 0 – 1 Lakh  1 – 2 Lakh
 2 – 3 Lakh  3 – 4 Lakh
 4 & above
7. Do you use the bath soap product?
 Yes  No
8. If No, then which substitute product do you use? And why?
…………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………
………………………………………
9. If yes, then which brand of soap do you use?
 Lux  Breeze
 Lifeboy  Liril
 Hamam  Dove
 Pears  Other …………………………………
10. Since how long time you are using these bath soap brand?
 1 month  6 months
 1 year  2 or more year
11. Do you want to switchover to another brand?
 Yes  No
87
12. If yes then which is the brand do you want to switchover?
…………………………………………………..
13. If yes then what is the reason for switching the brand?
 Lack of changes in existing brand  Price raises
 Non availability  Packaging / features
 Effective Advertisement / sales promotion of other brand
14. By which source you get the information about the particular brand?
 TV  Store display
 Print  Radio
 Hoardings  Friends / Family
15. Form which place do you frequently purchase your favorite bath soap brand?
 Nearest Kirana Shop  Super shop
16. Which attribute motivate you to purchase the bath soap product?
 Brand name  Advertisement  Attractive packaging
 Quality  Attractive offers  Health
 Price  shop display  Retailers
 Fragrance
17. Rank of following attributes according to their importance to you?
Very High High Medium Low Very Low

Grade
1st 2nd 3rd 4th 5th
Fragrance     
Quality     
Packaging     
Price     
Advertisement     
Brand image     
Health     
18. If particular brand is not available with retailers then what will you do?
 Drop the idea to buy it  go to another retail  try

another brand
88
19. If your brand will be few Rs expensive then will you go for it?
 Yes  No
20. A sales promotion schemes like 3 Rs off or 25gm extra; would it affect your purchase
decision?
 Yes  No
21. Which type of Package of bath soap do you buy?
 Single Pack  Sets Pack
22. If you buy the single pack then which size of package you normally buy?
 45gm  100gm
 75gm  125gm
23. How much your monthly consumption of above mentioned package?
 1 soap  2 soaps  3 soaps  4 soaps
 More ………..
24. If you buy the set pack then, which size of package you buy?
 75gm×4  100gm×3  125gm×4
25. Why do you buy the soaps in sets pack?
 It is my actual Consumption  For discount
26. How much your monthly consumption of above mentioned package?
 1 set  2 sets  3 sets  4 sets
 More ………..
27. Are you satisfied with your existing bath soap?
 Highly Satisfied  Moderate Satisfied  Unsatisfied
28. If you are satisfied with your existing brand then will you recommend it to others?
 Yes  No
Thank You
Signature
……………………
89
Questionnaire for Retailers
Name of Outlet : ______________________________________
Name of Retailer : ______________________________________

1. Which brands of bath soaps are available in your shop?
 LUX  Cinthol  Nirma beauty soap
 Lifeboy  Godrej No. 1  Neema
 Liril  Santoor  Vivel
 Hamam  Chandrika  Fiama De will
 Breeze  Wipro Baby Soap  Jonson & Jonson Baby Soap
 Rexona  JO  Savlon
 Dove  Dayna  Dettol
 Pears  Margo  Nivia
 Moti  Medimix
2. Sales per month of bath soap brands

a. LUX ………….. n. Wipro Baby Soap …………..
b. Lifeboy ………….. o. Dettol …………..
c. Liril ………….. p. Vivel …………..
d. Hamam ………….. q. Fiama De will …………..
e. Breeze ………….. r. Nirma beauty soap ………….
f. Rexona ………….. s. Neema …………..
g. Dove ………….. t. Dayna …………..
h. Pears ………….. u. JO …………..
i. Cinthol ………….. v. Margo …………..
j. Godrej No. 1 ………….. w. Medimix …………..
k. Santoor ………….. x. Savlon …………..
l. Chandrika ………….. y. Jonson & Jonson Baby Soap…………
m. Moti ………….. z. Nivia Premium ……………
Stamp & Signature of Retailer
……………………………….
90

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Introduction

Introduction of Bath Soaps

The segment of bath soap can be segregated into:

Price Segments of Bath Soaps

Segment Price Weight

The brands in popular segments were found to be frequently promoted as there

Segregation of Bath Soap Segments

HUL is a subsidiary of Unilever, one of the world‘s leading suppliers of fast

The vision of HUL is to "meet everyday needs of people everywhere- to

HUL has traditionally been a company, which incorporates latest technology

Principles of the Quality Policy

HUL has stringent mandatory quality standards in place against which

• Quality is a shared responsibility

Quality and consumer safety is the responsibility of every Unilever employee

 Tea: Brooke Bond, Lipton

Hindustan Unilever Ltd.

Godrej Consumer Products

Lux is 2nd grade soap having 70% TFM.

 Lux aromatic extracts

 Lux oil and honey glow etc.

 Lifebuoy Active Red

 Lifebuoy Active Orange

 Lifebuoy International Plus

 Lifebuoy International Gold

 Lifebuoy Nature (Neem & Tulsi)

 Hamam Sampurna Snaan

Hamam is available in the package size of 100gm and 125 gm.

Breeze is having 63% TFM. and lies in 3rd grade.

Breeze is available in the package of 45 gm, 100gm×3 and 125gm×4, which is

Rexona was launched in India in 1947. It is one of the well known

Rexona is the 2nd grade soap having 70% TFM.

Rexona soap is available in the package size of 100gm and 125gm.

Liril is lies in the 2nd grade having 72% TFM.

Liril Soap is available in the package size of 75 gm and 125gm.

 Pears Pure & Gentle

A pear is available in the size of 45gm, 80gm and 120 gm.

Moti is available in 2 sizes such as 68gm and 135 gm.

Price segments of bath soaps

Segment Price Weight

Popular (> 13 Rs. &

Price Price Price

Pears 26Rs. Liril 19Rs. Lifebuoy 12Rs

Moti 23Rs. Rexona 17Rs.

Brand Size Offers

Buy 1, get 2 sachets

Lux 75gm Save 9 Rs.

Breeze 75gm, Buy 2 Get 1 Free

Breeze 125 gm Buy 2 Get 1 Free

Dove 100gm Buy 3 Save Rs 10.

Lux Honey 75gm Rs. 2 Off

At Hindustan Unilever Limited, distribution network is one of the key

To meet the ever-changing needs of the consumer, HUL has set up a

In addition to the ongoing commitment to the traditional grocery trade, HUL is

Through above graphical representation it is clear that there is the higher

Bath Soap Market Share

Wipro Consumer Ltd Santoor Soap 30%

Nirma Beauty soap 4%

Anchor Health & 8%

VVF JO Soap 11%

Bath Soap Market Share

Wipro Consumer Ltd Santoor Soap 33%

Nirma Beauty soap 5%