PROJECT-MARKETING | Behavior | Self-Improvement

ACKNOWLEDGEMENT

Acknowledgement is not only formality but also an expression of deep sense of gratitude. This project report is the product of inspiration and perspirations, no doubt, some transpiration as well. At this juncture, my heart is filled with the feeling to them whose effort has made this task a reality. I express my deep sense of gratitude to all the VEL RS CMS-faculty members for conducting the training project. I am extremely grateful to respected Mr. A.K.SUBRAMANI Sir under the guidance of whom I have executed the project. I also extend my heartiest gratitude to all of respondents and all those who directly or indirectly helped me in this project without whom the project would not have been otherwise. R.NAVEENDRAN (MBA-1STYEAR)

CONTENTS CHAPTE R NO 1 TITLE Introduction of the study Industry profile Company profile Objectives Scope of the study Limitations Review of Literature Research methodology Data analysis & Interpretation a) PAGE NO

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Findings Suggestions conclusion

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Bibliography Annexure

Practical aspect gives more knowledge and experience than the theory and no learning can be completed without practical aspect. which any organization sought for the purpose of effective policy making. . It is the systematic problem Analysis. model building and fact finding for the purpose of important decision -making and control in the marketing of goods and services. This is a project on “CONSUMER BUYING BEHAVIOUR TOWARDS HARPIC-TOILET CLEANER” in the region of CHENNAI.PREFACE Research is the feedback.

The most common in the list are toilet soaps. household accessories and extends to certain electronic goods. packaged foodstuff. toothpaste. Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. as the number of products the consumer use is very high. The volume of money circulated in the economy against FMCG products is very high. detergents. -1- . shoe polish.INTRODUCTION FMCG Company has been playing a pivotal role in the national economy in both rural and urban sector. A major portion of the monthly budget of each household is reserved for FMCG products. shampoos. Competition in the FMCG sector is very high resulting in high pressure on margins. shaving products. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. These items are meant for daily of frequent consumption and have a high return.

Harpic was originally invented by Mr. Some actually find it intriguing enough to indulge in it. Launched in England in the 1920s. The product is available in 500 ml. Reckitt Benckiser was previously known as Reckitt & Colman India. 2. Harry Pickup (hence the name!). making it safe against kids at home. Removes bad odour from the closets and keeps your bathrooms fresh. it is no longer a cumbersome task. Interestingly enough. but here we are covering some different aspects of this wonder cleaning liquid – HARPIC. 200 ml and 35 ml quantities. We will cover them one after another in the coming days. cistern blocks and brush systems.INDUSTRY PROFILE Cleaning the closet in the bathroom/washroom could be a demanding task. Thanks to some sophisticated products. We would have seen some advertisements on the television about this from time to time. tablets. For starters. (taken from Reckitt Benckiser’s website) One of the features on the product is that it has a “child-proof” cap which has to be pressed and opened. Kills germs post 60 minutes of contact with undiluted product. Harpic is a brand owned by a British company called Reckitt Benckiser who is a strong player in the Indian Market along with many other interesting products. wipes. Removes tough stains and keeps your closet sparkling clean. The competing products for Harpic are primarily “Sanifresh” and other local players such as phenyl and powder based cleaning agents. 3. Harpic toilet bowl cleaner has been successfully extended to 47 countries on a platform of powerful cleaning. . Our focus today is on one such product which makes cleaning toilets very easy.The primary claims of the product enhanced by its ”Opti-Thick” formula are: 1. The first two are bottles whereas the last one is a sachet. Harpic provides a full range of liquid toilet bowl cleaners. toilet bowl blocks.

120. Reckitt Benckiser (India) Limited. cleaning. The company has 13 directly held subsidiaries which include Propack.56% over 2007.COMPANY PROFILE Company Overview Reckitt Benckiser is a global force in household. (Reckitt Benckiser) is principally engaged in the manufacturing and marketing of household.00 million during the fiscal year 2008. health.00 million during the fiscal year 2008. its operation in over 60 countries and sales in 180. and its highly motivated multinational management. health and personal care products. Reckitt Benckiser (Brazil) Limited. The company is headquartered in the UK.505. The net profit of the company was GBP 1. surface care.The company reported revenues of (British Pounds) GBP 6. The operating profit of the company was GBP 1. Reckitt Benckiser (Canada) Inc.563. an increase of 19. the BBC broadcast an investigaton into the . an increase of 22.40% over 2007. The company has the sales of over 6 billion pounds consistently going ahead of the industry due to its leading brands. Reckitt Benckiser Health care (UK) Limited. The company manufactures products related to several categories which include dishwashing.06% over 2007. Reckitt Benckiser (Australia) Pty Limited. Reckitt Benckiser Inc. an increase of 24. delivering ever better solution of consumers. In 2008..00 million during the fiscal year ended 2008. Reckitt Benckiser Group Plc. Reckitt Benckiser Deutschland GmbH.Reckitt Benckiser Italia and Reckitt Benckiser (UK) Limited. fabric care. health and personal care. home care and personal care products and food. The company operates through 60 operating companies across 180 countries.

2007. Its main products were industrial chemicals. In 1938 Reckitt & Sons merged with J&J Colman to become Reckitt & Colman Ltd. in 2008. 2006. Reckitt & Colman sold the Colman's food business in 1995 but still has some food brands. He diversified into other household products and in due course passed on his business to his four sons. focusing on consumer needs – has been linked to the company’s ongoing success. Reckitt & Sons was first listed on the London Stock Exchange in 1888.methods Reckitt Benckiser used to maintain the market share of the Gaviscon powerbrand. Bart Becht became CEO of this new company and has been credited for its transformation. Benckiser Johann A. England. Benckiser founded a business in Germany in 1823. History RECKITT COLMAN Colman's was founded in 1814 when Jeremiah Colman began milling flour and mustard in Norwich. Merger and subsequent developments The company was formed by a merger between Britain's Reckitt & Colman and the Dutch company Benckiser NV in December of 1999. England. Benckiser went public in 1997. Reckitt & Sons started in 1840 when Isaac Reckitt rented a starch mill in Hull. The new management team’s strategy of “innovation marketing”. the company’s “rapid succession of well publicised new product variants” were credited for helping them “to capture shoppers' imagination” Business Week has also noted that “40% of . The company held Platinum status in 2005. For example. and 2008 in the Business. focusing on core brands and improving efficiency in the supply chain. A combination of increased marketing spend and product innovation.

In January 2008. surface care. Harpic. Cherry Blossom. Strepsils sore throat lozenges. shoe care and air fresheners.Key brands include Dettol. shoe care and floor care contribute approximately 15% to the total turnover. Within the household products and the personal care segments.3bn: one of the major brands acquired with this purchase was Mucinex.6% market share.5 billion in 2007 revenues came from products launched within the previous three years. The company has a strong brand Mortein in the insect repellent market with a total market share of 45% (coil 12% and mats 33%). namely fabric care. UK. Insecticides contribute over 50% to Reckitt & Benckiser’s household business and 26% to its total sales. lavatory care. personal care and pharmaceuticals. promote Reckitt & Benckiser of India Ltd (Reckitt & Benckiser). Robin liquid blue and Mortein.926 billion. Dettol`s market share hovers around 85% and its product portfolio comprises toilet soaps.. Its brand Cherry enjoys a 79% market share in the Indian shoe care . a pharmaceutical company. The three main brands acquired were Nurofen in analgesics. Brief Profile of the Business Reckitt & Benckiser Plc. The remaining divisions. for $2. for £1. Reckitt & Benckiser is mainly into insecticides. Boots Healthcare International. In the relatively small lavatory care market (Rs320m).Reckitt Benckiser's $10. anti germ liquids and talcum powder. Around 40% of the company´s sales come from its flagship product Dettol. and Clearasil antiacne treatments. the Company acquired Adams Respiratory Therapeutics Inc. Reckitt & Benckiser’s Harpic enjoys a 79.” In October 2005. Reckitt Benckiser agreed to purchase the over-the-counter drugs manufacturing business of Boots Group.The company has business interests in household products.

which is in existence since 1984.721. Reckitt & Benckiser is currently present only in the post-wash segment with its flagship brand Robin Blue. which currently contributes to over 80% of the JV´s sales. with pharmaceutical major Nicholas Piramal. Reckitt Benckiser (India) Ltd. The date of the opening of the offer is September 2.849 fully paid up equity shares of Rs 10 each. would also help in pushing other products like Dispirin and Gelora. a company having a strong distribution reach with chemists. operational from March 1998. Robin Blue powder market share is around 20%. 2002. The joint venture. Recent Development Reckitt Benckiser Plc and Lancaster Square Holdings SL. 2002. The specified date is August 16. 2002. The JV.at Rs 250 per share. Reckitt Benckiser Plc and Lancaster Square at present hold 28.19 crore for the open offer of its subsidiary. besides improving sales of its flagship product Dettol.339 equity shares of Rs 10each. The Indian air freshener market is estimated at Rs120m with Balsara Hygiene’s Odonil leading the market with an 80% share. Reckitt Piramal. Regarding the wash-segment. Reckitt Benckiser Plc has received approval from the Foreign Investment Promotion Board (FIPB) for infusion of funds of Rs 403. After the open offer the company plans to delist its shares. The UK parent and Nicholas Piramal hold 40% stake each while the balance is with Reckitt & Benckiser.73 per cent of the paid up equity share capital of Reckitt Benckiser India. payable in cash.27 per cent of the paid up equity share capital of Reckitt Benckiser India. is the largest over the counter (OTC) pharmaceutical company in the country. The date of the closing of the offer is October 1.91. have made a voluntary offer to the equity shareholders of Reckitt Benckiser India Ltd to acquire 41.industry. representing 87. In aggregate. representing 12. The parent has . The company has entered into a joint venture. Reckitt & Benckiser has positioned its Haze brand at the premium end of the market.

is proposed to be sold as a going concern. It extended the range of offerings of the Dettol brand further by recently introducing Dettol Extra Care soap and Dettol talcum powder. . Negotiations in this regard are currently underway. home care. The company is making serious efforts to improve penetration of the specialised toilet cleaner and to upgrade the habits of Indian consumer. Initially. The merged overseas parent. Reckitt’s Indian operations would. christened Reckitt Benckiser Plc. however. for the time being. The company also launched the Mortein Xtra Power range of mosquito coils and mats. this strategy will more likely to focus on B2B rather than B2C transactions. Reckitt & Benckiser has recently tied up with sanitaryware major EID Parry’s premium brand Parryware for a co-branding initiative in Delhi. Reckitt & Benckiser would draw up its strategy some time later in line with the parent company`s strategy. fabric care and health care products. The company has recently relaunched Cherry Blossom Shine in a handy and compact case. The merged parent is also working on a global e-commerce initiative strategy. For this purpose. A decision on change in the name of Reckitt & Benckiser would also be taken after the legal formalities are completed in the UK. Reckitt & Benckiser has decided to pull out of its food products business. was firming up its strategy to garner a higher share of the market for dish wash. which manufactures the Robinson brand of barley. continue to be channeled through the existing distributors` network.made an open offer to acquire the public shareholding of Reckitt Benckiser (India) at Rs 250 per share. Its factory at Chetla. As part of its strategy. which holds 51 per cent of the company`s equity stake.

’ This vision defines both our purpose and our values as a Company and encompasses our commitment to product quality and safety. Lizol and Dettol. global reach and corporate social responsibility. VISION ‘Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health & personal care to customers and consumers. behave and conduct our business in order to deliver on our vision. innovation. VALUES Our core values are a set of guiding principles through which we think. wherever they may be.Future Plans The company will relaunch several products with new packaging. for the ultimate purpose of creating shareholder value. introducing new delivery systems and offering better value to the customers. OBJECTIVES Reckitt Benckiser's objective is to generate above industry average profitable growth by: • • • • • Focusing on building the power brands in high growth categories Geographic expansion of the portfolio Continuous innovation Higher investment in brand building Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns to shareholders. The pest control business will come under greater focus as Reckitt & Benckiser sees a lot of potential in this segment in the future. • Selective add-on acquisitions . Products are also to be introduced under umbrella brands Mortein. customer service.

and being driven to outperform wherever they focus.Senior Vice President. JA Benckiser circa1823(left). being progressive and bold thinkers. Improvements in . Human Resources ACHIEVEMENTS & REWARDS • 2001 a Highly Commended in the Best Factory Awards.Senior Vice President.Executive Vice President. Developing Markets Colin Day . Supply Gareth Hill . Isaac Reckitt circa 1860s (right)        Bart Becht . • Derby site director Andre Croatto said: “We are incredibly proud of what we have achieved over the past four years.Executive Vice President. Information Services Rakesh Kapoor .Chief Financial Officer Amedeo Fasano .Chief Executive Officer Freddy Caspers .Executive Committee/Board of directors RB’s international management make their mark by pushing boundaries. run by leading business magazine Management Today in conjunction with Cranfield School of Management.Executive Vice President. Category Development Simon Nash .

According to the industry experts.efficiency and cost savings have more than justified the capital investment levels and personal commitment that the Group’s senior management has shown in Derby.000 crore brand. is very bright. that the future both for Derby and the company as a whole. and has not been without its problems or pain at times .2 7339 .but the results have been outstanding. it would become the second company after Hindustan Uniliver Ltd (HUL) to achieve the milestone. despite fierce competition in all our market sectors. if the company is able to achieve Rs 1.000-crore sales from Dettol in the current year. We are confident. It is also a huge credit to the team here at all levels. "We are very close to achieving our target of Rs 1.1 5719 2006 103. COMPETITORS  Sanifresh  Others (Domex) MARKET SIZE MARKET SIZE Market Size Value (RS Crore) Market Size volume(Kilometers) 2005 90. It might have already reached also. Reckitt Benkiser Chairman and Managing Director Chander Mohan Sethi said the brand right now is around Rs 900 crore.” • Qouting an AC Nielsen study." he said but declined to provide further details on it.3 6499 2007 120.

will satisfy their needs. How the Rural People use a particular toilet cleaners and how they show their attitude towards different toilet cleaners and why? . There is a wide range of use of toilet cleaners everywhere. using. How many toilet cleaners are in the market especially in non urban area and up to what limit popular product of toilet cleaners has been able to compete to the local product in terms of QUALITY. This project has been undertaken to understand the consumer behavior towards different toilet cleaners which are of different Brands. evaluating and disposing of product and services that they expect.NEED OF THE STUDY The term consumer behavior refers the behavior that consumers display in the searching for purchasing. subject to a variety of psychological needs and buying behavior. Need and priorities of the different consumers segment differ effectively.QUANTITY…or INSPIRATION FACTOR to accept buying decision. Consumer is highly complex individuals.

quality. consumer in that particular area.OBJECTIVES OF THE STUDY The main aim of understanding this study is to accomplish the following objective:  To study the awareness of HARPIC TOILET CLEANER among the locality where I used to reside CHENNAI.  To know how the several factors like price.  To know about the market share of these toilet cleaner.  To know about the most favorite TOILET CLEANER brand of the  To know what are the expectations of the buyer’s towards their favorite  Toilet cleaner. . brand name. availability affects the buying decision.

hence this study is applicable only in that particular region and not elsewhere. The result which I obtained from this study.  Time frame of this study was limited.LIMITATIONS OF THE STUDY Although every effort is made to make the result accurate but almost all the report suffers from certain limitations. The limitations of this study are as follows. .  Sometimes some consumers were not in full mood to give the answers of my questions so some of the answers may not be exact. also suffers from certain limitations.The result could be different if the time frame would have long.  This study is done in CHENNAI.  I visited door to door to collect the opinion and perception about Antiseptic liquid and this may vary because they may be biased as the perception regarding their favorite brands.

 This study helps to analyze the confidence and skill level of the students .SCOPE OF THE STUDY  This study helps to find the consumer buying behavior towards HARPIC TOILET CLEANER. .

in the distribution chain of a good or service. A good literature review is characterized by: a logical flow of ideas." CONSUMER: Everyday purchaser of a good or service in retail.REVIEW OF LITERATURE A literature review is a body of text that aims to review the critical points of current knowledge and or methodological approaches on a particular topic. that helps increase brand loyalty and drive up margins. See also customer. do not report any new or original experimental work. proper use of terminology. and not necessarily a purchaser. BEHAVIOUR:- The action or reaction of something (as a machine or substance) under specified circumstances.” And "Combined with good product innovation. Literature reviews are secondary sources. and an unbiased and comprehensive view of the previous research on the topic According to Serena Jian (senior company analyst). appropriate referencing style. and as such.  End user. . current and relevant references with consistent. “Reckitt Benckiser is strong at marketing its brands to consumers.

These will be discussed below. in satisfaction of their needs and wants. when and how consumers buy. select.consumer buying behavior Definition Process by which individuals search for. Consumer Buying Behaviour What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. and dispose of goods and services. where. A firm needs to analyze buying behavior for: • • Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success. use. . Need to understand: • • • why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society. which consumers go through. purchase. When purchasing a product there several processes. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers. therefore need to analyze the what.

If not satisfied with your choice then return to the search phase. A successful information search leaves a buyer with possible alternatives. o External search if you need more information. Friends and relatives (word of mouth). Deficit in assortment of product 2. public sources etc. Actual purchasing is only one stage of the process. 3. includes product. 5. the evoked set.• Marketers can better predict how consumers will respond to marketing strategies.. Purchase decision--Choose buying alternative. Evaluation of Alternatives--need to establish criteria for evaluation. memory. determined by the degree of complexity. features the buyer wants or does not want 4. Information search-o Internal search. The 6 stages are: 1. comparison shopping. . Can you think of another product? Marketers try to influence by "framing" alternatives. Not all decision processes lead to a purchase.. method of purchase etc. store. Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Problem Recognition (awareness of need)--difference between the desired state and the actual condition. Marketer dominated sources. All consumer decisions do not always include all 6 stages. package.

Cognitive Dissonance. product availability. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. This can be reduced by warranties. Types of Consumer Buying Behavior Types of consumer buying behavior are determined by: • • Level of Involvement in purchase decision. need very little search and decision effort. have you made the right decision. Requires a moderate amount of time for . after sales communication etc. Types of risk: • • • Personal risk Social risk Economic risk The four type of consumer buying behavior are: • • Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items. snack foods.6. purchased almost automatically. milk etc. When you need to obtain information about unfamiliar brand in a familiar product category. Purchase--May differ from decision. time lapse between 4 & 5. Buyer’s level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. Limited Decision Making--buying product occasionally. Importance and intensity of interest in a product in a particular situation. Examples include soft drinks. perhaps. 7.

computers. Spend a lot of time seeking information and deciding.• information gathering. Sex. Product can shift from one category to the next. The purchase of the same product does not always elicit the same Buying Behavior. Personal 2. High degree of economic/performance/psychological risk. no conscious planning. Personal • Unique to a particular person. Go through all six stages of the buying process Impulse buying. Psychological 3. Demographic Factors. education. Extensive Decision Making/Complex high involvement.Who in the family is responsible for the decision making. Young people purchase things for different reasons than older people. Social The marketer must be aware of these factors in order to develop appropriate MM for its target market. Age etc. making a purchase decision will be affected by the following three factors: 1. Examples include cars. homes. Categories that Effect the Consumer Buying Decision Process A consumer. Psychological factors . unfamiliar. Race. Information from the companies MM. expensive and/or infrequently bought products. friends and relatives. Examples include Clothes--know product class but not the brand. store personnel etc.

Selective Distortion-Changing/twisting current received information. satisfies current needs. Perception-What do you see?? Perception is the process of selecting. IE we chose what info we pay attention to. Actions are effected by a set of motives. taste. . organize it and interpret it. intensity of input changes (sharp price drop). MASLOW hierarchy of needs!! o o o o o Physiological Safety Love and Belonging Esteem Self Actualization Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. Selective Exposure-select inputs to be exposed to our awareness.Psychological factors include: Motives-A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. hearing. inconsistent with beliefs. If marketers can identify motives then they can better develop a marketing mix. More likely if it is linked to an event. smell and touch. not just one. organizing and interpreting information inputs to produce meaning. Information inputs are the sensations received through sight.

Interpreting information is based on what is already familiar. Selective Retention-Remember inputs that support beliefs.. need to give them new information re: product. forgets those that don't.. Therefore to change consumers' behavior about your product.Advertisers that use comparative advertisements (pitching one product against another).. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Ability and Knowledge-Need to understand individual’s capacity to learn. Knowledge is the familiarity with the product and expertise.living. When making buying decisions. living or non. changes in a person's behavior caused by information and experience.Drive perceptions . have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor.free sample etc. on knowledge that is stored in the memory..... Attitudes— Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. buyers must process information. Learning.

IE brand loyalty. Consumers screen information that conflicts with their attitudes. Personality-All the internal traits and behaviors that make a person unique. .Individual learns attitudes through experience and interaction with other people. uniqueness arrives from a person's heredity and personal experience. There is a difference between attitude and intention to buy (ability to buy). Traits effect the way people behave. Marketers try to match the store image to the perceived image of their customers. Examples include: o o o o o o o o o o o o Workaholism Compulsiveness Self confidence Friendliness Adaptability Ambitiousness Dogmatism Authoritarianism Introversion Extroversion Aggressiveness Competitiveness. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Distort information to make it consistent and selectively retain information that reinforces our attitudes.

Marketers must understand: o o that many family decisions are made by the family unit consumer behavior starts in the family unit . social class and culture. learning.they actually use (pay) spokespeople to market their products. father..things you should do based on the expectations of you from your position within a group. person's family.. Marketers try to attract opinion leaders. are influenced by opinion leaders. this may be due to unreliable measures. employer/ee. Opinion leaders-Spokes people etc. Lifestyle-Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy.There is a weak association between personality and Buying Behavior. Lifestyles are the consistent patterns people follow in their lives... Roles and Family Influences-Role. People have many roles. Social Factors Consumer wants. Family is the most basic group a person belongs to. reference groups. Husband. motives etc. Individuals role are continuing to change therefore marketers must continue to update information. natural lifestyle..

each stage creates different consumer demands: o o o o o o o o o o bachelor stage. youngest child under 6 full nest II. in labor force solitary survivor.. head in labor force empty nest II. no children. and therefore tends to let them influence purchase decisions in order to alleviate some of the guilt. family has less time for children. retired Modernized life cycle includes divorced and no children.also. .. Because 2 income families are becoming more common. older married couples. youngest child 6 or over full nest III. The Family life cycle: families go through stages. young. the decision maker within the family unit is changing.. head retired solitary survivor...me full nest I.o o o family roles and preferences are the model for children's future family (can reject/alter/etc) family buying decisions are a mixture of family interactions and individual decision making family acts an interpreter of social and cultural values for the individual.. newly married. older married couples with no children living with them. (Children influence about $130 billion of goods in a year) Children also have more money to spend themselves. no children living at home. older married couples with dependant children empty nest I.

race. attitudes or behaviors of the group members. Marketers get the groups to approve the product and communicate that approval to its members. 12. managers and professionals . wealth. ethnic groups and possessions. friends. Membership groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. education. inherited wealth. Credit Cards etc. sororities. aristocratic names. US is not a classless society.Reference Groups-Individual identifies with the group to the extent that he takes on many of the values. 1. . occupation. Social class influences many aspects of our lives. from current professionals and corporate elite Upper-middle class. Any group that has a positive or negative influence on a persons attitude and behavior. income. Families. civic and professional organizations.2%. o o o Upper Americans-upper-upper class.3%. IE upper middle class Americans prefer luxury cars Mercedes. Social Class-An open group of individuals who have similar social rank.!! Aspiration groups (want to belong to) Disassociate groups (do not want to belong to) The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. Lower-upper class. US criteria. newer social elite.5%. college graduates.

o o o o Middle Americans-middle class. Cultural values in the US are good health. Stores project definite class images. reside and travel. Different society. Culture can be divided into subcultures: o o geographic regions human characteristics such as age and ethnic background. 32%. Lower class people tend to stay close to home when shopping. Culture also determines what is acceptable with product advertising. 9%. Culture and Sub-culture-Culture refers to the set of values. average pay white collar workers and blue collar friends Working class. on welfare Social class determines to some extent. All operate within a larger culture. eat. not on welfare Lower-lower class. Family. quality. reference groups and social classes are all social influences on consumer behavior. do not engage in much prepurchase information gathering. quantity of products that a person buys or uses. and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. the types. 7%. Culture determines what people wear. different levels of needs. Big impact on international marketing. In American culture time scarcity is a growing problem. working. 38%. education. ideas. . average pay blue collar workers Lower Americans-lower class. individualism and freedom. different cultural values.

words or images particularly as measurements or observations of a set of variables. descriptors. observation or a set of premises.RESEARCH METHODOLOGY Research methodology is a very organized and systematic way through which a particular case or problem can be solved efficiently. which involves:  Defining a problem  Laying the objectives of the research  Sources of data  Methods of data collection  Tabulation of data  Data analysis & processing  Conclusions & Recommendations Sources of Data Data refers to a collection of natural phenomena. It is a step-bystep logical process.. This may consist of nos. including the results of experience. There are two sources of data: • Primary Source • Secondary Source .

Primary Sources This data is that the researcher collects himself. It allows the learner to access original & unedited information. Secondary Sources Data sources are edited primary sources. Secondary sources take the role of analysing. • Internet • Magazines • Management books DATA SOURCE Consumers – Residents of chennai No. It is reliable way to collect data as it requires the learner to interact with the source and extract information. second hand versions. . of sample respondents – 50 Types of sampling – Probability sampling including simple random sampling. explaining & combining the information from the primary source with additional information. Time frame – 4th January-27th january Questionnaire:To a self-administered process whereby the respondent himself reads the questions and answer his questions without the assistance of an interviewer. It represent thinking of someone else. Its methods are – • Surveys • Observations • Questionnaire • Experiments I collected data using the primary method.

It has been designed as a primary research instrument. information is collected only from a representative part of the universe and the conclusions are drawn on that basis for the entire universe. Questionnaires were distributed to respondents and they were asked to answer the questions given in the questionnaire. For the present study. a question with four alternative possible answers may be given and the respondents has to select the closest answer within the four alternative given. The questionnaires were used as an instrumentation technique. The success of the questionnaire method in collecting the information depends largely on proper drafting. Further. In sampling technique. coding and analysis was done for each question’s response to reach into finding . the researcher used questionnaire method. For example. because it is an important method of data collection. . SAMPLE SIZE:- Sample size denotes the number of elements selected for the study. METHOD OF DATA COLLECTION To know the response. So in the present study questions were arranged and interconnected logically. SAMPLING METHOD:- A sample is a representative part of the population. The structured questionnaire will reduce both interviewers and interpreters bias. 50 respondents were selected at random.Structured Questionnaire:A structured questionnaire is one in which every aspect of the questionnaire is determined and there is no scope of any modification or alteration after the final draft is adopted.

I am Doing MBA program “VEL RANGARAJAN SAKUNTHALA COLLEGE OF MANAGEMENT & SCIENCE”.The title of my research is “To study the consumer buying behavior towards HARPIC TOILET CLEANER. Name - Age a) 18 to 25years b) 25 to 35years c) 35 to 45years d) above 45years Sex a) male b) female Income Level a) Less than 5000 b) 5000 – 10000 c) 10000 – 15000 d) above 15000 Please answer the below-mentioned questions as applicable 1. Disclaimer This is to acknowledge that the following survey is purely for educational purposes.CHENNAI. The identity of the respondent will be kept confidential. Which brand do you use ? a) Harpic b) domex c) sanifresh d) glaze e) teepol . Where I have been given a project .QUESTIONNAIRE Dear Respondent.What type of product do you use for cleaning toilets ? a) Acid b) bleaching powder c)liquid cleaner d) flushmatic e) other 2.

How satisfied are you with the product ? a) Highly satisfied b) satisfied c) moderate d) dissatisfied e) highly dissatisfied 4. How long you are using harpic ? a) 0-1yrs b) 1-2yrs c) 2-4yrs d) 4-6yrs e) more than 6 yrs 10. Would you recommend harpic to others ? a) Yes b) no 13. Do you typically read the back and side panel of the product’s package ? a) Yes b) no 11. If yes what were the reason for using the product ? a) Better cleaning b) fragnance c) cheaper price d) availability e) size 8. How often do you buy Harpic ? a) weekly b) montly c) 2 months once d) quarterly e) annualy 14. Have you tried out any other product ? a) Yes b) no 6. How do you know about this product ? a) Family members b) friends c) relatives d) media e) others 5. Over all. If yes mention the product ? a) Harpic b) domex c) sanifresh d) glaze e) teepol 7. Are you satisfied with available quantity of Harpic ? . Are you satisfied with the price of Harpic ? a) Yes b) no 15. how do you rate the quality of the product ? a) Excellent b) good c) moderate d) poor e) very poor 12.3. Are you satisfied with the packing of Harpic ? a) Yes b) no 16. Are you satisfied with the availability of Harpic in market ? a) Yes b) no 17. Are you satisfied with harpic ? a) Highly satisfied b) satisfied c) moderate d) dissatisfied e) highly dissatisfied 9.

what recommendation would you suggest for improving Harpic ? .a) Yes b) no 18.

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