"Consumer Behaviour For Soap" Consumer Behaviour: AN Assignment ON

AN
ASSIGNMENT
ON
“Consumer Behaviour for Soap”
SUBJECT: Consumer Behaviour
MBA SEMESTER-III
CLASS: F2
S.R LUTHRA INSTITUTE OF MANAGEMENT SURAT
GROUP NO:7
SUBMITTED BY: Enrolment no.

1.Rahul Singh 197500592101
2.Amarjit Sahani 197500592114
3.Aman Singh 197500592131
4.Usman-A-Gani- 197500592141
Sharif
5.Ajit S Yadav 197500592149
Submitted to
1
Dr. Ravi Vaidya
(ASSOCIATION PROFESSOR)
INDEX
No. Particular Page No.
1 Introduction 01
2. Research Methodology 02
3. Depth Interview 04
4. Analysis 11
5. Perceptual Map of Various Brand 29
6. Findings 35
7. Conclusion 36
8. Multiple and Diverse Marketing 37
9. Ethical and Social Concern 50
10. Role of Technology, internet…..etc. 51
11. Annexure 52
2
Introduction
Soap is a salt of a fatty acid used in a variety of cleansing and lubricating products. In
a domestic setting, soaps are surfactants usually used for washing, bathing, and other
types of housekeeping. In industrial settings, soaps are used as thickeners,
components of some lubricants, and precursors to catalysts.
When used for cleaning, soap solubilizes particles and grime, which can then be
separated from the article being cleaned. In hand washing, as a surfactant, when
lathered with a little water, soap kills microorganisms by disorganizing their
membrane lipid bilayer and denaturing their proteins. It also emulsifies oils, enabling
them to be carried away by running water.Soap is created by mixing fats and oils
with a base, as opposed to detergent which is created by combining chemical
compounds in a mixer.
Humans have used soap for millennia. Evidence exists of the production of soap-like
materials in around 2800 BC in ancient Babylon.
SOAP INDUSTRY IN INDIA
Soap was introduced in India by the Lever Brothers during the British reign in the
country. Thereafter soaps were imported from England and marketed in India.
However the first local soap manufacturing unit was set up by Mr. Jamshedji Tata in
Cochin, Kerala around the period 1918. Since then soaps have become an important
part of the lives of the people of the country. Today India has one of the most
developed soap markets and is dominated by numerous multinational and also quite a
few major domestic companies. Some of the most popular soap brands in India
include Lux, Cinthol, Lifebuoy, LirilHamam, Patanjali, Nirma, Dettol etc. The soap
market in India which was once only restricted to the urban regions has now covered
practically the remotest corners of the country. The ever increasing demand for
personal care products in India is mostly due to the sizable population, greater
hygiene concerns and the rising income levels of the people of the nation. The Indian
soap market is ruled by three major giants; Hindustan Unilever Limited, Godrej and
Nirma. These three companies alone account for 88% of the total market share in
India. H.U.L. with its brands like Dove and Lifebuoy have dominated the Indian
lather industry since the last few decades. Nirma another top soap brand in India is
one of the major competitors of HUL and holds a 15% market share in the Indian
soap market. The primary aim of the top soap brands in India today is to expand the
number of rural consumers since the rural consumers consists of 70% of the total
population of the country. The overall soap penetration in Indian households is 98%.
The top soap brands in India are ranked according to usage and popularity since
people belonging to different strata's of societies use different brands of soap. Rural
3
consumers in India constitute 70% of the population. The top soap companies are
specially producing soaps under the discount segment meant exclusively for the rural
areas targeting the absolute lower income consumers.
4
Research Methodology
Research Objectives
 To know motive behind thepurchase

 To evaluate consumers attitude, perception towards body soap
 To know about factors influencing the purchase decision of body soap
 To tell whether people are satisfied with current body soap
Research Design
For this research, Research Design would be descriptive research design.
Source of Data
1. Primarydata
In this research the primary data is being collected by filling a structured
questionnaire from the people.
2. SecondaryData
During research used secondary data is collected from internet, books
and journals.
Sampling
 Population
The population for this study is the customers of Smart phone in Surat city.
 Sample Size
The sample size of this survey, 20 is in depth interview and 30 are in Research.
 SamplingMethod
The sampling technique under research is non-probability convenience sampling
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6
Depth interview & Research: -
The participants responded to a series of 17 questions that fall under the following
categories: (1) exposure to Ads via different medium (magazine ,TV ,Hoarding), (2)
To know the effect of advertisement in purchasing different soap brands., (3) To
determine awareness level of different soap brands., (4) factors they consider when
purchasing Soaps, (5) familiarity with the ads and the products they endorse, (6)their
opinion of these ads, and (7) the level of involvement elicited by the ads.
This study explores the cognitive responses, attitudes, and product involvement of
female consumers. Data were gathered through face-to-face interviews in which
participants were given the opportunity to freely share their thoughts, reactions, and
beliefs about female images of the body in the media, specifically in Soap
advertisements.
The Participant Profiles
In order to understand each participant to a better degree, a short synopsis of their

demographic and other personal characteristics is first provided. This information
helped thresh out factors that may have influenced their perception of female images
of the body and/or their attitude toward beauty-product (bathing soap)
advertisements. Although participants were not asked about their personal body
image or body type, some participants chose to comment, or relate their own body
issues to the interview questions. This added depth to the interviews and allowed for
a better understanding of individual schemas and thought processes.
Sanjana
Sanjana is a 35-year-old graduate student at a university. She is unmarried and has no

children. She works on campus as a teaching assistant for the Women’s Studies
program. Sanjana is very familiar with many of today’s top-selling magazines, such
as those featuring celebrity information magazines. Sanjana was familiar with the
Soap’s campaign because she felt they “spoke” to her and because she can better
relate to the body types and women portrayed in them.
Sanjana has a strong understanding of the ads featured in the Soap’s campaign
which she uses as teaching examples in the undergraduate classes she teaches. She is
very much aware of her own bodily appearance in comparison to mediated images of
women.
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Karishma
One of the youngest participants, Karishma is a single, 21-year-old Asian. Karishma

was one of the few who readily admitted she pays close attention to Soap
advertisements in magazines and that these ads influence her buying decisions.
Karishma was familiar with a current Soap’s campaign television advertisement and
recalls having seen the Pro-Age advertisements before. Karishma’s frequent
references to television shows, beauty magazines, and recollection of specific
advertisements indicate high exposure to the media and mediated messages. She
considers herself to be very aware of the many different kinds of Soap
advertisements and the images of the body they convey through the endorsers they
feature.
Bushra
Bushra is a 24-year-old divorced without children. She attended cosmetology

school, but now works in newspaper advertising. She describes herself as an artist,
often using an artistic eye when evaluating advertisements. She knows when an ad
and/or the model look unique. Many times, she says, the model in an ad is
“forgettable.” She was familiar with the Soap’s campaignadvertisements she has seen
in magazines.
For Bushra, it is the product ingredients, rather than the advertisement, that play a
large part in what Soaps she purchases. She also relies on friends’ recommendations
and the smell of the product to guide her decision. Although well aware of the
images of the body portrayed in the mainstream media, Bushra did not comment on
her own body shape or size.
Aisha
An undergraduate student majoring in graphic design and journalism at a university,

Aisha is 23 and unmarried. She works part-time on campus for a communications
office, and considers herself very familiar with the mainstream media due to her
academic training and personal interests. Aisha’s knowledge of graphic design and
imaging programs played a part in how she viewed ads. She understands that photos
had to be altered to make the product and the models look better, but she is also a
consumer who makes judgments about what to buy despite what advertisements say.
8
Krishna
Krishna is a 25-year-old lady. She is the mother of a young son. One of her favorite
magazines is Shape where she finds information about fitness and exercise, and a lot
of Soap advertisements. While Krishna considers herself very aware of Soap
advertisements and the images of the body they convey, she thinksshe is not affected
by marketing tactics. Cost, smell, and consistency of the product are the most
important factors she considers when making purchase decisions.
Meera
Meera is a , 33-year-old mother of two young children. She is a college graduate, and
currently works full time, in addition to running her own consignment business.
Meera always “looks for the next best thing” when it comes to new Soaps and
fashion styles. She is one to try new products and often looks online sources for the
purpose of learning about new hair, skin, or makeup products and clothing styles.
Tanvi
Tanvi, 52, is the oldest participant. She has two grown children and three young
grandchildren. She has a college education. Tanvi is one of the few who watch
television or read magazines that regularly featured Soap advertisements. She finds
these ads occasionally in her favorite decorating magazines. Tanvi rarely purchases a
new Soap unless others close to her had tried and recommended it. She exhibited the
strongest recall of and positive attitude toward the Pro-Age advertisements, which
can be attributed to her strong identification with the models
Tara
Tara is a 29-year-old single mother of a young son. She has a college degree and
works full time in an early childhood education setting. Tara mentioned several times
that because of her sensitive skin, she has to be very careful about the Soaps she
purchases. Seeing the terms “dermatology-tested” or “dermatologist-approved” are
key factors in helping her decide. She will also try a product recommended by a
friend or a trusted source. Unlike many participants, Tara looks for Soaps without
fragrance. These three factors seemed to be the biggest determinants of her intention
to purchase a Soap.
9
Kunj
Kunj, 21, she is , unmarried, has no children, and works part-time off campus for the
makeup and skin care company, Clinique. She is very interested in the makeup and
skin care industry. Her dedication to Clinique and her knowledge of Soaps played a
large part in her responses to the interview questions.
Prinsa
Prinsa is a 23-year-old graduate student at a university. She no longer subscribes to,

or often reads, magazines because she now lives by herself and is in school full-time.
Aside from the lack of free time to read magazines or watching TV, she is very much
bothered by so many advertisements that, in her opinion. Prinsa’s keen perception of
advertisements, and the effects they can have on individuals, was a dominant theme
in the interview. Although she has not watched television in over a year and does not
avidly read magazines, these media effects started at an early age and have stayed
with her.
Dhravita
Dhravita is a 41-year-old mother. She has worked as a nurse. Dhravita was very
talkative and often elaborated on her points. Dhravita appreciates how Soap
advertisements are done, but often wonders about the techniques used. She is aware
of techniques, such as airbrushing, that many graphic designers use to touch-up a
model’s appearance. This creates doubts in her mind if models are actually as thin or
beautiful as they appear. Dhravita’s highly verbal nature allowed for a better
understanding of her thought processes and feelings toward Soap advertisements.
10
A.How often do you buy Soap products?
Frequency Percentage
Do not shop 0 0
Rarely 6 30
Frequently 9 45
Very frequently 5 25
Total 20 100
Frequency
Very frequently; 5; 25%
Do not shop
Rarely ; 6; 30% Rarely
Frequently
Very frequently
Frequently; 9; 45%
 According to the research 45% people are frequently buy soap product
and others are 30% rarely, 25 are very frequently buying soap product.
11
A. What do you look first when you buy a Soap product?
Price 7 35
Features 3 15
Brand 7 35
Packaging 2 10
Advertisement 1 5
Total 20 100
Frequency
Advertisement; 1; 5%
Packaging; 2; 10%
Price
Features
Price; 7; 35% Brand
Packaging
Brand; 7; 35% Advertisement
Features; 3; 15%
 As per the research 35% people are looking for price, 35% looking for
Brand, 15% people look for Features, 10% people look for packaging and
5% are looking for Advertisement, when they buy a Soap product.
12
B. Do you collect information before purchasing a Soap product?
Not at all 4 20
Rarely 9 45
Sometimes 6 30
Always 1 5
Total 20 100
Frequency
Always; 1; 5%
Not at all; 4; 20%
Not at all
Sometimes; 6; 30% Rarely
Sometimes
Always
Rarely ; 9; 45%
 According to data collected 45% are rarely, 30% are sometime, 20% are
not at all and 5 % Always, collect information before purchasing a Soap
product
13
C. Where do you tend to buy your Soap products?
Super market 8 40
Internet 1 5
Store 8 40
General Store 3 15
Total 20 100
Frequency
General Store; 3; 15%
Super market
Super market; 8; 40% Internet
Store
General Store
Store; 8; 40%
Internet; 1; 5%
 As the above research collected data 40% form super market an 40%
form store, 15% form General store and 5% form Internet tend to buy
your Soap products.
14
D. Which factors influence you the most while choosing your Soap product?
Peer group 0 0
Family 3 15
Advertisement 9 45
Habit 8 40
Total 20 100
Frequency
Family; 3; 15%
Peer group
Family
Habit; 8; 40% Advertisement
Habit
 According to data collected factors influence most while choosing Soap

product from Advertisement 45%, Habit 40% and Family 15%.
15
E. Where do you find out about new bathing product in the market?
Newspaper Ad 0 0
Television 12 60
Hoarding 7 35
Shopkeeper 0 0
Banner at Store 1 5
Total 20 100
100
100
90
80
70 60
60
50 35
40 Frequency
30 20 Percentage
12
20 7 5
10 0 0 0 0 1
0
 From the above respondent60% people are find from Television, 35%
from Hoarding, and 5% from Banner at Store about new bathing product
in the market.
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F. What image do you perceive towards Soap users?
Stylish 1 5
Confident 8 40
Trendy 3 15
Low self esteem 0 0
Not necessary 8 40
Total 20 100
Frequency
Stylish; 1; 5%
Not necessary; 8; 40%
Confident; 8; 40%
Trendy; 3; 15%
 As per data collected there are 40% Confident, 40% are not necessary,
and the lowest are 5% Stylish, image perceive towards Soap users.
17
G. What motivates your purchasing process in terms of Soap?
Discount 9 45
Trend 3 15
Advertisement 7 35
Celebrity 1 5
endorsement
Total 20 100
Frequency
Celebrity endorsement; 1; 5%
Discount; 9; 45%
Trend; 3; 15%
From the respondent 45% people are looking for Discount, 35% are
Advertisement, 15% are trend, and 5% are Celebrity endorsement that motivates
to purchasing process in terms of Soap.
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H. Past experiences influence my purchasing of Soap products.
Agree 14 70
Strongly Agree 3 15
Neutral 1 5
Disagree 2 10
Strongly Disagree 0 0
Total 20 100
Chart Title
80
70
60
50
40
30
20
10
0
Agree Strongly Agree Neutral Disagree Strongly Disagree
frequency percentage
 According to data collected the Responses are selected Neutral are 14,
Disagree are 2, and strongly agree 3, and Agree1, their Past experiences
influence my purchasing of Soap products.
19
I. I prefer buying expensive Soap products than cheaper products.
Agree 0 0
Strongly Agree 3 15
Neutral 8 40
Disagree 9 45
Total 20 100
100
100
90
80
70
60
50
40 40 45
30
20 15 Frequency
10 0 0 3 8 9 20
0
0 0
e
gre ee l
A gr ra ee
ly
A
eut gr ee l
ng N sa gr ta
r o Di si a To
St D
ngly
r o
St

Disagree are 9, and strongly agree 3, they buying expensive Soap
products than cheaper products.
20
J. I am willing to pay more for Soap.
Agree 0 0
Strongly Agree 4 20
Neutral 10 50
Disagree 6 30
Total 20 100
100
90 100
80
70
60
50 50
40
30 20 30
20
10 0 0 4 10
20
6
0
Agree 0 0
Strongly Agree
Neutral
Disagree
Strongly Disagree
Total
 According to data collected the Most of Responses are selected Neutral

are 10, Disagree are 6, and strongly agree 4, they willing to pay more for
soap.
21
K. Your Gender?
Male 7 35
Female 13 65
Total 20 100
Gender
17%
Frequency
Percentage
83%
 As per above chart in my research 35 % respondents are male and other

65 % respondents are female.
22
The Big 5 Personality Traits
Sometimes referred to as OCEAN, CANOE, or the five-factor model, the big 5

model encompasses five key attributes of a consumer’s personality. Those five
traits are openness, conscientiousness, extraversion, agreeableness, and
neuroticism.
1. Openness means being open to experiencing new or different

things. Those who score high on this trait tend to be intellectually
curious, willing to try new things, and more creative or unconventional.
Those who score low on this trait are usually opposed to change and
struggle with abstract thought.
2. Conscientiousness refers to acting in an organized or thoughtful
way. Those who score high on conscientiousness tend to be self-
disciplined, strive for achievement, and follow a plan or schedule.
Scoring low on this trait, you may be more unstructured in your approach
to tasks and procrastinate more often.
3. Extraversion is seeking stimulation in the company of others. Those
who score high on this trait don’t mind being the center of attention and
tend to be very social and energetic. Those who score low on extraversion
often prefer to be alone and may be anxious in social situations.
4. Agreeableness entails being compassionate and cooperative towards
others. Those who score high on agreeableness tend to get along well
with people and are more sympathetic and caring. Those who score lower
on this trait can be less empathetic and seem uninterested in others.
5. Neuroticism refers to emotional sensitivity—particularly when it
comes to environmental or situational factors. Those who score high
for this trait can be easily stressed and sometimes come off as worry-
warts. Those who score low on neuroticism, on the other hand, tend to be
more emotionally grounded and laid-back.
Using this insight, in addition to other data, it was easy to see how the
brand could determine what communications to use in their messaging
and creative. In this case, they should highlight how the product aids the
consumer in helping their family and promote any higher causes they
support within messaging.
23
**From this survey we found that, response towards the
statement“Openness means being open to experience new of different”out
of 30 people 19 people are highly agree, “Conscientiousness refers to
acting in an organized or thoughtful way” out of 30 people 21 people are
agree for their brand, “Extraversion is selling stimulation in the
company” out of 30 people 13 people are agree, “Agreeableness ential
being compassionate” out of 30 people 15 people are agree with their
soap brand, “Neurotiasm refers to emotional sensitivity” out of 30 people
13 people are agree with their soap brand that their brand is neurotiasm.
( we have written only highest response in every question).
25
20
15
Strongly agree
10
Agree
Nuetral
5 Disagree
strongly disagree
0
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24
Consumer preferred brand personality: -
** From the survey we Found that out of 30 people, 13 people’s response is

neutral that their brand have Sincerity ( Down to earth, Honest, Wholesome,
Cheerful ), 14 people’s response is strongly agree that their brand have
Excitement (Daring, Spirited, Imaginative, Up to date), 12 people’s response is
highly agree that their brand have Competence ( Reliable, Intelligent,
Confident), 11 people’s response is neutral about their brand have
Sophistication ( Upper class, Charming, Smooth), 12 people is agree that their
brand have Ruggedness ( Outdoorsy, Tough).
Consumer personality and their preferred brand’s personality and their

correlation with their consumption choices.
Consumer behaviour is a complex

phenomenon which is evolving
according to the time, situations,
demographic characteristics
of individuals, personality traits, cultural
inuences etc. The personality of
25
individuals is a unique dynamic
organisation of the
characteristics of a particular person,
physical and psychological, which
inuence behaviour and responses to
the social and
physical environment. It gives the
impression that consumer buying is
always inuenced by their personality.
Therefore, many
marketers make use of personality traits
in the advertisement of products and at
the same time they enhance their
marketing
strategy. The marketers always designed
different products and target specic
market segments which commonly
addressed on
individual’s personality traits. The
individual’s few personality
traitsinuence consumer for impulsive
buying behaviour.
26
organisation of the
the social and
Therefore, many
marketing
27
addressed on
buying behaviour.
organisation of the
the social and
Therefore, many
28
marketing
addressed on
buying behaviour.
organisation of the
29
the social and
Therefore, many
marketing
addressed on
buying behaviour.
30
organisation of the
the social and
Therefore, many
marketing
addressed on
31
buying behaviour.
Consumer behavior is a complex phenomenon which is evolving according to the time,
situations, demographic characteristics of individuals, personality traits, cultural influences etc.
The personality of individuals is a unique dynamic organization of the characteristics of a
particular person, physical and psychological, which influence behavior and responses to the
social and physical environment. It gives the impression that consumer buying is always
influenced by their personality. Therefore, many marketers make use of personality traits in the
advertisement of products and at the same time they enhance their marketing strategy. The
marketers always designed different products and target specific market segments which
commonly addressed on individual’s personality traits. The individuals few personality traits
influence consumer for buying behavior.
Measuring the attitude towards the Product through Tri-component

attitude model.
Consumer attitude may be defined as a feeling of favourableness or

unfavourableness that an individual has towards an object. As we, all know that an
individual with a positive attitude is more likely to buy a product and this results in
the possibility of liking or disliking a product.
Consumer attitude basically comprises of beliefs towards, feelings towards and
behavioural intentions towards some objects.
Belief plays a vital role for consumers because, it can be either positive or negative
towards an object. For example, some may say tea is good and relieves tension,
others may say too much of tea is not good for health. Human beliefs are not
accurate and can change according to situations.
32
Consumers have certain specific feelings towards some products or brands.
Sometimes these feelings are based on certain beliefs and sometimes they are not.
For example, an individual feels uneasy when he thinks about cheese burst pizza,
because of the tremendous amount of cheese or fat it has.
Behavioural intentions show the plans of consumers with respect to the products.
This is sometimes a logical result of beliefs or feelings, but not always. For example,
an individual personally might not like a restaurant, but may visit it because it is the
hangout place for his friends.
Tri-component Model –
According to tri-component model, attitude consists of the following three
components.
 Cognitive Component − The first component is cognitive component. It
consists of an individual’s knowledge or perception towards few products or
services through personal experience or related information from various
sources. This knowledge, usually results in beliefs, which a consumer has,
and specific behaviour.
 Affective Component − The second part is the affective component. This
consists of a person’s feelings, sentiments, and emotions for a particular
brand or product. They treat them as the primary criteria for the purpose of
evaluation. The state of mind also plays a major role, like the sadness,
happiness, anger, or stress, which also affects the attitude of a consumer.
 Conative Component − The last component is conative component, which
consists of a person’s intention or likelihood towards a particular product. It
usually means the actual behaviour of the person or his intention.
Soap is a routine product so the attitude formation sequence will be first the
cognitive component then conative component and lastly the affective component.
Here the consumer will have the knowledge of the soap then he/she will buy the
product and then he/she will form the feelings, sentiments, emotion for the soap
brand.
33
16
14
12
10
Strogly agree
Agree
8
Neutral
Disagree
6
Strogly disagree
0
Sincerity Excitement Competence Sophistication Ruggedness
** From this survey we found that 13 people are agree for this (would
say positive things about Dettol to other people), I would recommend
Dettol to someone who seeks my advice (18 people are agree), I would
consider Dettol my first choice to buy soap for this majority of the
person’s response is neutral (11 people).
Measure the positioning of competitors in the consumers’ mind, through

perceptual mapping – on exactly any four dimensions, thus creating 6
perceptual maps.
Price vs. Quality of variousBrand
High price
Dove, Pears, Cinthol
34
Dettol, Life buoy
Low quality High Quality
Low price
In this perceptual mapping we found that dettol and life buoy are fall into same
quadrant that is high price low quality and Dove, pears and cinthol fall into
High price and high quality.
35
Moisturizing vs. Deodorant dimension of variousBrand
High moisturizing
Non-deodorant Deodorant
Dettol
Life buoy
Low moisturizing
In this perceptual mapping we found that dettol fall into non- deodorant with
low moisturizing and life buoy are fall into low moisturizing with deodorant
and Dove, pears and cinthol fall into High moisturizing with deodorant.
36
Luxury/Utilitarian vs inner-directed/outer-directed dimension of various Brand
Luxury
Dove,Cinthol,Pears
Inner-directed Outer-directed
Dettol, Life buoy
Utilitarian
From this above survey we found that Dettol, Life buoy fall into ineer- directed
with utilitarian and Dove, Cinthol, Pears fall into luxury and outer-directed.
37
Young/Old vs Masculine/Feminine dimension of variousBrand
Young
Dove, Pears Cinthol
Feminine Masculine
Dettol, Life buoy
Old
In this perceptual mapping we found response that dettol and life buoy use
masculine and old people and cinthol use masculine and young people and
dove, pears use feminine and young people.
38
Price vs. Satisfaction of variousBrand
High price
Low Satisfaction level High Satisfaction level
Life buoy
Dettol
Low Price
From this above perceptual mapping Dove, Pears, Cinthol fall into high
satisfaction and high price, Life buoy fall into low satisfaction and low price,
dettol fall into high satisfaction level and low price.
39
Price vs eco-friendly dimension of variousBrand
High Price
Less eco-friendly More eco-friendly
Dettol, Life buoy
Low Price
From this perceptual mapping we found that Dove, Pears, Cinthol fall into more
eco friendly- high price, dettol, life buoy Cinthol fall into more eco-friendly.
40
Findings of the study: -
 According to the research 45% people are frequently buy soap product
and others are 30% rarely, 25 are very frequently buying soap product.
 As per the research 35% people are looking for price, 35% looking for
Brand, 15% people look for Features, 10% people look for packaging and
5% are looking for Advertisement, when they buy a Soap product.
 According to data collected 45% are rarely, 30% are sometime, 20% are
not at all and 5 % Always, collect information before purchasing a Soap
product
 As the above research collected data 40% form super market an 40%
form store, 15% form General store and 5% form Internet tend to buy
your Soap products.
 According to data collected factors influence most while choosing Soap
product from Advertisement 45%, Habit 40% and Family 15%.
 From the above respondent60% people are find from Television, 35%
from Hoarding, and 5% from Banner at Store about new bathing product
in the market.
 As per data collected there are 40% Confident, 40% are not necessary,
and the lowest are 5% Stylish, image perceive towards Soap users.
 From the respondent 45% people are looking for Discount, 35% are
Advertisement, 15% are trend, and 5% are Celebrity endorsement that
motivates to purchasing process in terms of Soap.
Disagree are 2, and strongly agree 3, and Agree1, their Past experiences
influence my purchasing of Soap products.
Disagree are 9, and strongly agree 3, they buying expensiveSoap products
than cheaper products.
 According to data collected the Most of Responses are selected Neutral
are 10, Disagree are 6, and strongly agree 4, they willing to pay more for
soap.
 As per above chart in my research 35 % respondents are male and other
65 % respondents are female.
41
Conclusion of the report: -
After doing this research i would like to conclude by saying that the people are
aware and familiar with the brand. The respondents gave important to
advertisement, price, brand nameand through this a company will able to
influence them to purchase new brand of soaps.According to data collected 70%
people Agree that their Past experiences influence my purchasing of Soap
products.
Dettol, Life buoy soap are most popular among the different soap’s brands, both
the company positioned themselves and use marketing mix elements effectively
to promote soap brands. They have both the benefits of high quality with low
price Company should try to improve soaps with more effective fragrance
which can have a long lasting effect, since it is most influencing factors, in
buying a soap and the company should produce a durable soap which could be
used for longer period and the price of the products should also be reasonable
according to there quality. Since most of the soaps other than Dettol which
consumer prefer are of other brands, company should try to differentiate its
brand such that consumer become loyal to the other brands also. The company
should also launch new products like herbal, antiseptic soaps since it is most
preferred by other age groups, and should try to capture market of other age
groups by using segmenting, targeting, positioning methods.
42
Multiple and diverse marketing communication of Dettol and
Lux.
Dettol
Marketing Communication
Dettol is positioned as an ‘expert’ in the market. The product can be used by
any age group and demography. The core value of this brand is to protect the
entire family from germs.
The target consumer of this brand is anyone and everyone. The brand penetrates
the market by making variants in the current product line to make it stand out as
a lifestyle brand but also protecting you from the germs at the same time.
 Advertisments by Dettol
43
TV Advertisements:-
The placement of the product has been carefully done in regards to

the major weather conditions in India.
Summer Advertisement
Monsoon Advertisement
Winter Advertisement
44
Print Advertisements: -
Following are a few examples of print advertising with a similar theme
Events and
Experience:-
45
Dettol SurakshitParivar: a unique infotainment reality show on
‘Health and Hygiene’ kick started on 15th of May on NDTV Imagine.
The 13 episode series is based on a unique concept that has been put
together by Dettol, the iconic health brand from the stable of Reckitt
Benckiser and NDTV Imagine, a leading national TV channel.
Recently, Dettol came out with a campaign – Aap ka Dettol
kyakyakartahai? The campaign harps over the communication
strategy of re-enforcing the relationship between pride and
performance.
On a serious note, Dettol also donated Hygiene Packs to ‘Save the
Children’ – a leading global NGO to flood affected states of West
Bengal, Assam, Orissa and Bihar. Apart from this, Dettol also has
tie-ups with numerous hospitals and medical care facilities.
BTL – Direct Marketing
Promote product awareness and drive direct sales for Dettol & Dettol
No Touch, with a product demonstration and promotional sales
activity at selected Home shows
Instore Placement
Dettol soap has also planned an in-store placement strategy to
promote and market their product so to have maximum visibility to
the consumer; they have assigned dedicated shelves to the product
and are also promoting their product in metro and macro as well.
Their placement strategy is mainly focused on
 Place Dettol Soap next to Safeguard

 Equal or more facing than Safeguard.
 Place between Lux & Safeguard where Possible.
 Build brand block wherever possible.
46
Some of the most Memorable and Thoughtful ads by Dettol
#MaaMaaneDettolKaDhula
This campaign by Dettol has been around for quite some time and
the tagline ‘Maa Maane Dettol ka Dhula’ has become synonyms to
the brand.
With various commercials being made under this particular

campaign, the brand has promoted not just Dettol Original but also
its variants. It makes seasonal campaigns too under this tag line
which are also remembered for the longest time.
47
#BackToSchool Campaign
This campaign was only centric to children going to school for

promoting the Dettol Hand Sanitizer. The campaign was very
catchy and had many TV commercials released with many
different situations which occur in school.
#Swach Banega India Campaign
This campaign was launched in the year 2014 and featured

Amitabh Bachchan. It was partnered with NDTV and
Facebook to launch “Dettol – Banega Swachh India” – a 5-year
ambitious program to address the rising need of hygiene and
sanitation. The campaign will aim at creating awareness about
the importance of hygiene and sanitation, and also work with
NGO partners to support infrastructure for construction and
maintenance of toilets. This was a 100-crore campaign by the
brand and an initiative taken till the year 2019.
#Dettol Soap & Antiseptic Liquid Campaigns
Dettol has been producing some amazing ads for their soaps –
original and variants and also its antiseptic liquid. The
commercials promote the various usage of the products this
hygiene company makes and how important it is to have a
Dettol in your home.
48
Various aspects of consumer buying behavior of Dettol
Purchase Decisions: It does not have any specific occasion for purchasing,
although it tries to promote its sales on various occasions like :mother’s day.
 Lifestyle- Dettol came up with the Antiseptic Liquid for its hygiene
seeking consumers, for laundry, cuts & wounds and house cleaning.
 Personality- It segmented those adventurous and daring personalities to
support them during their cuts & wounds.
 Self – Concept –It appeals to those people who are disinfectant freaks.
49
 Others- It appeals to those customers who expects a solution with
antiseptic properties
 Extra hygiene – It is an inevitable part of hospitals &clinics , where
hygiene and cleanliness is to be maintained the highest.

TARGETING
 Dettol has a very universal nature. So Targeting is done keeping in mind
the entire section of consumers irrespective of their markets.
 They have a single product type for all markets- household, family,
hospitals, etc.
 Dettol Antiseptic Liquid targets first aid use in households in Urban
Areas. They are targeting literate people. However, several NGO’s and
Governmental Agencies have taken various initiatives to create health &
hygiene awareness in rural areas and small villages and thus Dettol has
found its reach to the interiors of India.
 Many hospitals and clinics use it for secondary purpose in Semi- Urban
areas and small town
 House hold mothers use it for washing clothes and secondary purposes in
Urban and Semi Urban areas.
 It had targeted both the brand and category users with its Aapka Dettol
Kya Kya Karta Hai’ campaign- that showcased how brand users across
the country had formed their own special bond with the brand- using it
whenever they felt a need for disinfection.
 Dettol also targets loyal customers.
POSITIONING
 Dettol Antiseptic Liquid positions itself as a 100% guaranteed safe

and secure germ fighter.
 Its tagline is ‘100% sure”.
 Dettol covers whole geographical area and is consumed by people of
age 15- 70 irrespective of their gender.
 The green and white packaging is associated with clinics and
hospitals.
 Consumers now associate the smell of a clean room as ‘Dettol like
smell’.
50
 Its amber gold color, clouting effect and the sword on the pack are
the notable features that has helped it , to position itself.
 Though it started as a remedy for cuts & wounds, it is now being use
for bathing, mopping, shaving and other secondary purposes
51
LUX
Marketing Communication
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 and Kareena Kapoor. The last
frontier for most actors aspiring to stardom is becoming a Lux ambassador. The brand has
outlasted many soaps. From the beginning, Lux became a household name across the country.
Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of a collection of

incentive tools, mostly short term, designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.Whereas advertising offers a
reason to buy, sales promotion offers an incentive to buy.
Prominent Sales Promotion Schemes Used By LUX
 Lux presented 30 gm gold each to the first three winners of the Lux Gold Star offer
from Delhi. According to the promotional offer that Lux unveiled in October 2000, a
52
consumer finding a 22-carat gold coin in his or her soap bar got an opportunity to win
an additional 30 gm gold. The first 10 callers every week got a 30 gm gold
each. The offer could be availed only on 100 gm and 150 gm packs of Lux soap.
 Lux Star Bano, Aish Karo contest: All one needed to do was buy a special
promotional pack of Lux soap. The pack comes with a special scratch card. The 50
lucky winners and their spouses were flown down to Mumbai to live a day like
Aishwarya Rai would. They could also be given gift vouchers worth Rs 50,000 from
Shoppers' Stop along with an exclusively designed Neeta Lulla sari and a beauty
makeover by Michelle Tung, Aishwarya's preferred designer and stylist. The pièce
de résistance was a dinner date with Aishwarya Rai herself.
Public Relations
Not only must the company relate constructively to customers, suppliers and dealers, it must
also
relate to a large number of interested publics. A public is any group that has an actual
or potential interest in or impact on a company’s ability to achieve its objective.
potential interestin or impact

on a company‘s ability to
achieve its objectives. PR
involvesa
variety of programs designed
to promote or protect a
company‘s image or its
individual products.
potential interestin or impact
on a company‘s ability to
53
achieve its objectives. PR
involvesa
variety of programs designed
to promote or protect a
company‘s image or its
individual products.
LUX PR Activities
Press relations
 Lux has been maintaining constant communicating with its customers

and potential
 customers, of the various developments taking place in the brand by using
press relations.
Events
 Lux celebrated 75 years of existence in a grand way by unveiling Shahrukh Khan

as their latest brand ambassador. Kareena Kapoor, Juhi Chawla, Sridevi and Hema
Malini graced the event and made it special. All the stars have endorsed Lux in the
past. The event was held at the grand Intercontinental in Mumbai
Labelling
The LUX Trade Character or Logo is present prominently on the package. A novel
metallic substrate packaging showcases the ingredients, and a female model is shown on the
pack. Also displayed graphically are the key ingredients.
Packaging
54
The colors are different for different variants such as saffron for the saffron variant, pink for
the rose extracts etc.The Bars come in package sizes of 100g, 120g, 150 g
Advertisements
The message that the product reflects in its advertisements is the one that is usually narrated
by the corporate itself. Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor. Ads can be a cost
effective way to disseminate messages, whether to build a brand preference or to educate
people.
55
56
Various aspects of consumer buying behaviorof LUX
Segmentation
A market segment consists of a group of customers who share a similar set of

needs and wants. The marketer’s task is to identify the appropriate number and
nature of market segments and decide which one(s) to target. The major
segmentation variables are —geographic,
1. Demographic, psychographic, and behavioural segmentation. For

segmentation in the Indian Context factors such as Geographic Regions –
India is a varied country in terms of consumer base. North is different
than south in buying patterns so is west & east India. No particular sub -
region even in one region has the same consumer characteristics in terms
of buying and selling.
2. City Size & Density – The population in a particular city or the density
are also a basis on which the segmentation is done.
3. Family Life Cycle & Gender – Family Life Cycle (FLC) & Gender are
also taken into consideration when segmentation of a market is carried
out.
4. Income & Occupation – Income & Occupation are also taken into
account. The income levels and the occupation the individual is in is also
form a basis for segmentation.
5. Education – Education levels of individuals are also taken into account.

Whether the consumer is a school pass - out, in college, graduate, post
graduate or a professional has a direct effect on the consumer buying
pattern for the individual.
6. Religion – Religious factors also play a big role in multi – cultural

diverse country like India. Marketers carry out the segmentation of the
market also on the socio – cultural & religious factors.below are followed
57
Targeting
A mass market targeting approach is adopted only by the biggest companies like
Lux. Many companies target multiple segments defined in various ways such as
various demographic groups who seek the same product benefit. Multiple
Segments are those segments which can be targeted by the companies to get a
wider consumer base. Niche targeting is a recent phenomenon. Companies &
Marketers have now realized that there exists a segment which is willing to buy
products of a premium level provided the services offered are of a luxury level.
An individual is now becoming more important to marketers as now companies
have realized that even an individual now has the potential to create or mar an
image of the product by talking on new age mediums like social networking
sites. Companies are now approaching individuals to consult them on the
innovation which can be brought in the products.
Positioning
To develop an effective positioning, a company must study competitors as well

as actual and potential customers. Marketers need to identify competitors’
strategies, objectives, strengths, and weaknesses.
A company should also pay attention to latent competitors, who may offer new
or other ways to satisfy the same needs. A company should identify competitors
by using both industry- and market-based analyses.
Points-of-difference are those associations unique to the brand that are also
strongly held and favourably evaluated by consumers. Points-of-parity are those
associations not necessarily unique to the brand but perhaps shared with other
brands. Category point-of-parity associations are association’s consumer’s view
as being necessary to a legitimate and credible product offering within a certain
category. The key to competitive advantage is relevant brand differentiation—
consumers must find something unique and meaningful about a market offering.
These differences may be based directly on the product or service itself or on
other considerations related to factors such as employees, channels, image, or
services. Although small businesses should adhere to many of the branding and
positioning principles larger companies use, they must place extra emphasis on
their brand elements and secondary associations and must be more focused and
create a buzz for their brand.
58
 Ethical and Social concern would we address if we were the
Marketing Manager of Dettol and Lux brand
Ethical Concern As a marketing manager of these two soaps we will addressed social concern
like we focus on Wellbeing of people, Government Rules and Regulation, Ethical
Advertising Etc.
Government Rules and Regulation: We must follow rules, regulation and standard
establish by government and professional organization.
Advertisement: We set clear distinction between advertising and sensationalism. We not

follow advertisement like unverified claims, false brand comparison, children in
advertisement. Endorsement should be clear and transparent.
Maintain Privacy: The privacy of the consumer should never be compromised we always
all-time maintain privacy with the consumer.
Social Concern As a marketing manager of these two soaps we will addressed social concern
like false and misleading advertisement, privacy policy, health related problem.
False and misleading advertisement: Advertisement that issue false and downright
disingenuous advertisement whiles in itself this is an important social concern. If we are a
marketing manager we will make sure that we will advertise as our product has the same
feature.
Privacy policy: We will give privacy policy to consumer to direct company to consumer
not from third parties.We will not give consumer private information to another person.
59
 Examine the role of technology, e-commerce and internet marketing in
the marketing of the product or services.
Role of Technology
Gone are the simple days of cleanse, tone and moisturize. The world’s largest beauty
companies including Estée Lauder, L'Oréal, and Procter & Gamble are all embracing the
latest emerging technologies, from artificial intelligence to augmented reality, to give
customers a more personalized, tailor-made approach to beauty. In this report, J.P. Morgan
Research takes a look at how technology is helping to drive growth and shape the future of
the beauty industry.
Growing prominence of e-commerce as a channel
Sellers who focused on a multi-channel strategy to target users surpassed their competitors
who opted for just the offline route. Beauty brands struggling with lower brick-and-mortar
sales need to leverage the power of digital marketing.
Personalisation of the website to cater to the unique interests of different users will
significantly enhance the customer experience. Best practices for improving the customer
experience include tracking beauty trends and leveraging keyword search to boost traffic and
conversions.
Dependence on social media
Most consumers spend significant time browsing beauty products on social media platforms.
They rely on them to observe ongoing trends. Beauty brands can capitalise on browsing
behaviour and deploy innovative digital campaigns and offers to attract users to their online
stores.
Online Affiliate Marketing

We will set up an affiliate marketing program for our soaps. Affiliate programs allow people
who are directly responsible for people purchasing from us to receive a small percentage of
sales. Services such as Ejunkie and Linkshare allow us to set up online affiliate programs that
keep track of sales and affiliate members.
60
The best candidates for affiliate partnerships are people who are already advocates for our
brand, so we will start with existing customers. Give affiliates simple instructions and sample
promotional images or text on how to refer people to our products.
Annexure: -
1. How often do you buy Soap products?
Do not shop
Rarely
Frequently
Very frequently
2. What do you look first when you buy a Soap product?
Price
Features
Brand
Packaging
Advertisement
Durability
3. Do you collect information before purchasing a Soap product?

Not at all
Rarely
Sometimes
Always
4. Where do you tend to buy your Soap products?
Super market
Salon
Internet
Specialist store
61
Direct sales
5. Which factors influence you the most while choosing yourSoap product?
Peer group
Family
Advertisement
Habit
6. What image do you perceive towards Soap users?
Stylish
Confident
Trendy
Low self esteem
Not necessary
7. What motivates your purchasing process in terms ofSoap?
Discount
Trend
Advertisement
Celebrity endorsement
8. Past experiences influence my purchasing of Soap products.

Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
9. I prefer buying expensiveSoap products than cheaper products.
Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
10. I am willing to pay more for aSoap.
62
Agree
Strongly Agree
Neutral
Disagree
Strongly Disagree
11.Your Gender?
Male
Female
S.agree Agree Neutral disagre S.disagree
e
Openness means being open to
experience new of different.
Conscientiousness refers to
acting in an organized or
thoughtful way
Extraversion is selling
stimulation in the company
Agreeableness ential being
compassionate
Neurotiasm refers to emotional
sensitivity
1. Measuring the personality of the consumer.
2. Measuring the consumer's preferred brand personality for body soap
S.agree Agree Neutral disagree S.disagree

Sincerity
Excitement
Competence
Sophistication
Ruggedness
3. Measuring the positioning of body soap brand in the consumers mind on two-
dimension ( Quality and price ).
H. price-L. H. price-H. L. price-L. L. price-H.

quality quality quality quality
Dettol
Cintol
Dove
63
Pears
Life buoy
dimension ( Moisturing and deodorant).
H. High Low Low

moisturizing moisturizing moisturizing moisturizing
& Non & Deodorant & Non & Non
Deodorant Deodorant Deodorant
Dettol
Cintol
Dove
Pears
Life buoy
dimension (Young, old and Masculine, feminine ).
Young and Young and Old and Old and

Feminine Masculine Feminine masculine
Dettol
Cintol
Dove
Pears
Life buoy
dimension (Luxury, Utilitarian & Inner directed, Outer directed).
Luxury and Luxury and Utilitarian and Utilitarian and

inner - outer directed inner - outer directed
directed directed
Dettol
Cintol
Dove
Pears
Life buoy
64
7. Thinking about Dettol, please indicate how much you agree or disagree with
each of the following statement.
S.agree Agree Neutra disagree S.disagre

l e
I would say positive things about
Dettol to other people
I would recommend Dettol to
someone who seeks my advice
I would encourage my friends and

relatives to purchase Dettol
I would consider Dettol my first
choice to buy soap
I am getting good value when I
purchase Dettol
8. These are some attributes regarding Body soap( Bath soap), please tell me
how important It is while using the Bath soap or body soap.
Very Some what Neither Some what Not at all

important important important unimportant important
nor
unimportant
Fragrance
Price
Packaging
Design/
shape
Color
65

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AN

“Consumer Behaviour for Soap”

SUBJECT: Consumer Behaviour

S.R LUTHRA INSTITUTE OF MANAGEMENT SURAT

SUBMITTED BY: Enrolment no.

No. Particular Page No.

SOAP INDUSTRY IN INDIA

 To know motive behind thepurchase

For this research, Research Design would be descriptive research design.

The Participant Profiles

In order to understand each participant to a better degree, a short synopsis of their

Sanjana is a 35-year-old graduate student at a university. She is unmarried and has no

One of the youngest participants, Karishma is a single, 21-year-old Asian. Karishma

Bushra is a 24-year-old divorced without children. She attended cosmetology

An undergraduate student majoring in graphic design and journalism at a university,

Prinsa is a 23-year-old graduate student at a university. She no longer subscribes to,

Very frequently; 5; 25%

 According to data collected factors influence most while choosing Soap

Not necessary; 8; 40%

 According to data collected the Responses are selected Neutral are 8,

 According to data collected the Most of Responses are selected Neutral

 As per above chart in my research 35 % respondents are male and other

Sometimes referred to as OCEAN, CANOE, or the five-factor model, the big 5

1. Openness means being open to experiencing new or different

** From the survey we Found that out of 30 people, 13 people’s response is

Consumer personality and their preferred brand’s personality and their

Consumer behaviour is a complex

Measuring the attitude towards the Product through Tri-component

Consumer attitude may be defined as a feeling of favourableness or

Measure the positioning of competitors in the consumers’ mind, through

Price vs. Quality of variousBrand

Dove, Pears, Cinthol

Low quality High Quality

Dove, Pears, Cinthol

Dettol, Life buoy

Dove, Pears Cinthol

Dettol, Life buoy

Dove, Pears, Cinthol

Low Satisfaction level High Satisfaction level

Dove, Pears, Cinthol

Less eco-friendly More eco-friendly

Dettol, Life buoy

The placement of the product has been carefully done in regards to

Following are a few examples of print advertising with a similar theme

 Place Dettol Soap next to Safeguard

With various commercials being made under this particular

This campaign was only centric to children going to school for

#Swach Banega India Campaign

This campaign was launched in the year 2014 and featured

#Dettol Soap & Antiseptic Liquid Campaigns

 Dettol Antiseptic Liquid positions itself as a 100% guaranteed safe

Sales promotion, a key ingredient in marketing campaigns, consists of a collection of

Prominent Sales Promotion Schemes Used By LUX

potential interestin or impact

 Lux has been maintaining constant communicating with its customers

 Lux celebrated 75 years of existence in a grand way by unveiling Shahrukh Khan

A market segment consists of a group of customers who share a similar set of

1. Demographic, psychographic, and behavioural segmentation. For

5. Education – Education levels of individuals are also taken into account.

6. Religion – Religious factors also play a big role in multi – cultural

To develop an effective positioning, a company must study competitors as well

Advertisement: We set clear distinction between advertising and sensationalism. We not

Growing prominence of e-commerce as a channel