Project Work- Part 2

1. Select a product category:

The product category I chose is Body Soaps.

2. Select brands from the category:

The brands selected under that product category are:

i) Lux
ii) Dove
iii) Dettol
3. Select beliefs related to the product category questionnaire: the allotted marks to the
beliefs are in the right hand side in brackets.
 Lux/ Dove/ Dettol is the most reliable soap for cleanliness. (4)
 Lux/ Dove/ Dettol has a great long-lasting fragrance. (3)
 Lux/ Dove/ Dettol serves the right quality according to the price. (2)
 Lux/ Dove/ Dettol is smooth and gentle to the skin. (1)
4. Number of respondents: 40
5. Findings:
We know,

Attitude towards the object= ∑𝓃

𝒾=1 𝑏 𝑒

Where n= number of strengths (number of salient beliefs)

b= belief strengths (here the marks allotted to each strength)

e=evaluations (here in the calculations we will find the weighted average of 40 responses on
the brands)
Now here,

N=4 (same for all three brands)

b1= 4 (same for all three brands)

b2=3 (same for all three brands)

b3=2 (same for all three brands)

b4=1 (same for all three brands)

Attitude towards Lux:

e1= 3.625
e2=3.825

e3=3.95

e4=3.25
So, Attitude, (Lux) = b1e1+b2e2+b3e3+b4e4 =4(3.625)+3(3.825)+2(3.95)+1(3.25) = 37.125
Attitude towards Dove:

e1= 3.925

e2= 4.1

e3= 4.075

e4= 4.525

So, Attitude, (Dove) = b1e1+b2e2+b3e3+b4e4 =4(3.925)+3( 4.1)+2( 4.075)+1( 4.525) = 40.675

Attitude towards Dettol:

e1= 4.4

e2= 3.525

e3= 4.3

e4= 3.325

So, Attitude, (Dettol) = b1e1+b2e2+b3e3+b4e4 =4(4.4)+3( 3.525)+2( 4.3)+1( 3.325) = 40.1

So from the value of attitude found from this brief survey, towards each brand we can assume
that, consumers are more likely to buy Dettol instead of Dove and Lux available with it,
considering the factors that, Dettol is more reliable for cleanliness, has a long lasting fragrance,
serves the right quality according to the price, and is gentle to skin compared to other two
brands.