MR Facewash

MARKETING RESEARCH
PROJECT ON CONSUMER
BUYING BEHAVIOUR FOR
FACEWASH
SUBMITTED BY: GROUP 2 – SEC A

SUBMITTED TO: DR. PRANTOSH BANERJEE
LETTER OF TRANSMITTAL
31ST MARCH 2020
To,
Dr. Prantosh Banerjee
IIM Ahmedabad,
Gujarat, India.
Subject: Project report on Consumer Buying Behaviour for Face Wash
Dear Sir,
We are grateful for providing us the opportunity to work on a Market Research project. Our
group has considered the possible research objectives, collected the data on different
variables of interest and analyzed the available data to derive meaningful results. We are
happy to submit the final report titled “Consumer Buying Behaviour for Face Wash” in
partial fulfilment of the course Market Research.
The report is enclosed with this letter.
Thank you.
Yours Sincerely,
Group 2,
Section A,
IIM Sambalpur
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1. Executive Summary
This Marketing Research study has been conducted to determine the buying pattern of
facewash consumers. A series of sequential steps have been carried out to ensure correct
results. The initial step was to formulate the problem statement followed by the approach
to solve the problem, research design, information needs, primary and secondary data
collection, scaling techniques, questionnaire development, sampling plan, field work,
data analysis plan and the methods used for analysing the data. The results have shown
that age group has a significant influence on celebrity endorsements, Annual Income has
no significant impact of discount and so on for consumers while buying a facewash. The
factor analysis has shown that Skin type specific, Fruit Extracts, Moisturizes Skin,
Organic, SPF are the major factors for consumers while buying a facewash.
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Contents
Sr. No. Topic Page Number
1 Executive Summary 2
2 Problem Definition 5
3 Approach to Solve the Problem 5
4 Type of Research Design 5
5 Information Need 6
6 Data Collection 6
7 Scaling Techniques 6
8 Sampling Plan 7
9 Fieldwork Done 7
10 Data Analysis: Plan 7
11 Data Analysis: Methods Used 8
12 Management Objective 8
13 Research Objective 8
14 Details About Research Objective 9
15 Summary of FGDs & DIs 15
16 Conclusion of FGDs & DIs 18
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17 SPSS Results 19
18 Conclusion 53
19 Questionnaire 54
20 Appendix 57
2. Problem Definition:
AMP ltd. wants to launch a new facewash called Splash to expand its current portfolio. The
firm wants to determine the buying pattern of facewash consumers.
3. Approach to Solve the Problem
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First, we were given the management objective and through which we found out management
problems/opportunities clarifications. We found some variables like ‘price’, ‘brand loyalty’
etc. through situation analysis from primary sources. We then found out the specifications for
the information required from secondary sources. After we identified some variables from
specifications for information, we set out for fieldwork for the identification of new variables
and validating the existing ones we identified from secondary research. We have done
primary qualitative exploratory research through 2 FGDs and 3 Depth Interviews for this
purpose. After identifying and validating all variables through primary and secondary
exploratory researches we set out to make a questionnaire for the purpose of conducting the
quantitative causal or conclusive research. When the questionnaire was completed, we floated
the form to get responses from people of different demographics and backgrounds. We then
uploaded all the data collected from questionnaires to SPPS software to conduct conclusive
quantitative research and used Chi-square test and factor analysis to conclude about the
consumer preference regarding online streaming services.
4. Type of Research Design
Research design is used to obtain preliminary information that will help identify the problem
and hypothesis. There are three types of marketing research designs, and they are:
exploratory, descriptive, and casual. As we have to understand what is happening and why
something is happening, we conducted exploratory research like focus group discussions,
depth interviews. This will help us identify information needs i.e. variable of interest for each
research objective. By this research design, we try to break a broad, vague problem statement
into smaller pieces or sub-problem statements that help to form a specific hypothesis. Like in
our case, our problem statement is to determine variables influencing consumer preferences
for online streaming services. With the help of exploratory research and literature review as a
research design method, we want to find out the variable of interest for each research
objective. Price, Income, fragrance, skin type, etc. are some of the variables that are identified
for the research objective. Now, using causal research design we try to find out is there any
cause and effect relationship between variables or not.
5. Information Needs
After identifying the research objective, we have to find what is the information that is
needed to determine the parameters for each research objective. Generally, we conduct
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qualitative research to identify information needs. We did a focus group discussion and depth
interviews for this purpose. After using qualitative research, we found that we could evaluate
this phenomenon by taking variables like Advertisement, Age group, Gender, Annual
income, Brand image, etc. We will do a similar thing for all research objectives.
6. Data Collection
After finding the information needs for each research objective, we try to collect as much
data as possible from the secondary data source. For secondary data, we studied different
articles on consumer preference for online streaming services in a different context. We then
tried to specifically examine the research paper, each related to the research objective so that
we can gain better insight into each of the research objectives. After we have all the
secondary data listed out against each research objective, we tried to find is there any gap in
information that can be identified. On precise observation, we found that some of the
variables are ambiguous that is not giving us information so we cannot use them for our
research. Also, some of the variables are dynamic, which keeps on changing with changing
environment. Therefore, for these variables, we tried to fulfill these gaps by primary data
collection. For primary data collection, first, we created a questionnaire that contains
questions through which we can fill the information gaps. We created a questionnaire in such
a way that it is easy to understand for the respondents. After pretesting, we conducted the
primary research by interviewing people directly with our questionnaire and noting the
responses.
7. Scaling Techniques
The scaling method is normally used in commercial marketing research studies. It is a

quantitative measurement tool. For instance, survey or focus group respondents, respondents
communicate their preference regarding a particular object. Scaling techniques help to gain
insights on market demand preferences.
There are mainly four types of measurement scale:
 Nominal
 Ordinal
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 Interval
 Ratio
We used the types of measurement scale depends on the requirement.
8. Sampling Plan
Our first step to defining the population, which includes geographic extent, sampling unit,
element. For sampling, we preferred sample over census as census includes entire population
whereas sample is a representative part of the population. The main advantage of selecting
the sample is that it is a fast way to analyze the market and cost-efficient. As we know our
targeted audience is the person who consumes online streaming services, so for sampling
method, we preferred convenience sampling. According to convenience sampling, we
interviewed only the consumer who consumes online streaming services. It is a non-
probability-based sampling method. There is no specific method is used to determine sample
size in our research so we used unaided judgement to determine sample size as our approach
is totally arbitrary approach and also we do not consider cost into account. no specific method
is used to determine sample size.
9. Field Work Done:
To collect the primary data, we conducted fieldwork. We collected the variables of interest
initially from FGD 1, FGD 2, DI-1, DI-2and DI-3. After getting the required variables of
interest, we prepared the questionnaire. We took this questionnaire to the field to get
responses from the general public. We have got responses of 104 people while surveying.
10. Plan for Data Analysis
For the variables we found in nominal and ordinal scales, we have planned to prepare cross-
tabulations to identify the variables which have a significant impact on consumer preference.
We will use a chi-square test to find a significant implication. We will use SPPS software for
data analysis. For independent variables on an interval scale, we used logistic regression.
Further, we utilized advanced techniques of cluster analysis and factor analysis.
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11. Data Analysis-Methods used:
The following steps were taken as a method of data analysis:
• We transferred the data into SPSS from the raw survey data.
• We Identified the levels of measurement, that is, Nominal, Ordinal, Interval and
Ratio.
• After finding that all the variables are in either nominal or ordinal level of
measurement, we found out the applicable method of data analysis as ‘cross
tabulation’ and ‘factor analysis’.
• We found that the level is a dependent variable and all the other variables are
independent variables.
• We made the null hypothesis with one dependent and each independent variable one
at a time.
• With the help of SPPS we were able to find out observed P-value and we ‘rejected’
or ‘failed to reject’ the null hypothesis through chi-square test.
• We concluded with identifying all the independent variables from the ‘rejected’ null
hypotheses.
12. Management Objective
To determine the factors that influence the consumer buying behaviour of the FMCG product,
Face Wash across the economy, value for money, premium and niche segments.
13. Research Objective
RO 1: To determine how the price of the facewash high, medium, low influence the
consumer buying behaviour ( weightage 30, 30, 40 resp. ).
RO 2: To determine whether the brand of the facewash influences the loyalty and quality of
the consumer ( weightage 40, 60 resp. ).
RO3: To determine whether the advertisement through mass media, social media, and
personal selling influences consumer buying behaviour (weightage 40, 40, 20 resp.).
RO 4: To determine whether the type in terms of skin type, ingredients, gender and foam
affects the consumer buying behaviour (weightage 30, 30, 20, 20 resp.)
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RO 5: To determine whether social factor in terms of family size and lifestyle influence the
consumer buying behaviour (weightage 60, 40 resp.).
RO 6: To determine whether appeal in terms of fragrance, packaging & convenience

influences the consumer buying behaviour (weightage 30, 40, 30 resp.).
RO 7: To determine whether income in low, medium, and high ranges influences consumer
buying behaviour (weightage 30, 30, 40 resp.).
14. Details about the Research Objective
RO 1: To determine how the price of the facewash high, medium, low influence the
Literature Review
Product price is a very important factor; the respondents prefer to purchase the high cost
product too to make them comfortable in the long run among the young adults. Kotler and
Armstrong (2010), in their study gives an explanation about price as the money, used to
exchange in terms of product or service by customers for the value they receive. Levy &
Weitz (2012), states that loyal customers are ready to buy a product even if it cost high.
Company always give more attention and care to loyal customers and take necessary steps to
retain them as they bring more profit to the firm. Wickliffe & Pysarchik (2001), states that,
product features (brand and price) have an inherent impact on customer behaviour. Hermann
et al (2007) research shows a relation between price and customer satisfaction. For
purchasing a product price plays an important part and has a strong impact on the satisfaction
level of customers. In another research, lee et al (2010) founded the relation between price
and its impact on purchase decision. Khraim (2011), state that for a loyal customer price
doesn’t matter and it effect on the purchase decision of customers. Cadogan and Foster
(2000), according to them, for an average customer, an important factor they are concerned
about is price. Loyal customers are always willing to pay premium price for their favored
brand. Keller (2013), state that before making actual purchase, customers make a comparison
and evaluate price with alternative brands because customers have a tremendous belief or
faith in the value or benefit they get from their favorite brand. Comparing price with value
and perceived cost is the best method to build customer satisfaction. It is observed that
consumers are willing to purchase a product if the perceived values are higher than product
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cost. Long –life duration of customers with a brand makes them more prices tolerant and they
didn’t show any interest in making price comparison with the alternatives. It is through price;
a company communicates its value positioning of products or brands to the market. Sproles
and Kendall (1986), explained price consciousness is to find the best value of a product and
purchase at a lowest price.
Method used for Qualitative review
● Focus Group Discussions

● Depth Interview
● Observation
Variables of Interest Identified
● Price of the product
RO 2: To determine whether the brand of the facewash influences the loyalty and
quality of the consumer ( weightage 40, 60 resp. ).
Literature Review
The study conducted to determine the consumer perception towards face wash based on
brand influencing the loyalty and quality of the product. The use of the brand name by
potential and actual customers has been found an important factor for the quality and
excellence of their products and services. Studies conducted by Technavio on the bases of
four dimensions of brand name the brand image, company image, company trust, and
employee trust and their impact on customer loyalty have been examined in customers. With
12%, 5%, 8% and 5% weightage respectively on the customer’s decision on buying a
particular product.
The method used for Qualitative review

● Depth Interviews
● Observation
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● Brand image
● Company mage
● Company trust
● Employee trust
RO3: To determine whether the advertisement through mass media, social media, and
personal selling influences consumer buying behaviour ( weightage 40, 40, 20 resp. ).
Literature Review
The previously conducted a study to determine the influence of advertisement through

different mediums impacting the buying behaviour of face wash by consumers. Research by
RNB, has revealed that there is a high influence on the product visibility done by promotional
activities on their purchase decision. With 25000 as the sample size, it was observed that
more than 20% of the people had an impact on their preferences of facewash, base on the
promotional activity of their product, out of which personal selling had the maximum
weightage of 10% on customer buying behaviour

● Observation
● Personal selling
● Advertisement
● Other promotional activities
RO 4- To determine whether the type in terms of skin type, ingredients, gender and
foam affects the consumer buying behaviour(weightage 30, 30, 20, 20 resp. )
Literature Review:
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The face wash market size is expected to post a CAGR of over 4% during the period 2019-
2023, according to the latest market research report by Technavio. Their research and
analysis focuses on emerging market trends and provides actionable insights to enable
businesses to identify market opportunities and develop effective strategies to optimize their
market positions.
Growing demand for natural and organic face wash products is an emerging trend that will
have a positive impact on the market during the forecast period. Currently, several customers
prefer organic products as they do not contain any synthetic chemicals and are perceived not
to have any side effects. Consumers prefer organic ingredients that are safe and are of higher
quality than most synthetic products. Moreover, consumers have also become conscious of
their health and are aware of the drawbacks of synthetic chemicals used in regular products.
Therefore, during the forecast period, the demand for naturally processed and organic
cosmetic products is expected to grow.
Methods used for qualitative research:
● Depth Interview
● Observation
Variables of Interest Identified:
● skin type,
● ingredients,
● form,
● trends in organic Facewash
RO 5: To determine whether social factor in terms of family size and lifestyle influence
the consumer buying behaviour ( weightage 60, 40 resp. ).
Literature Review
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Social factors refer to forces that other people exert and which affect consumers’ purchase
behaviour. These include culture and subculture, roles and family, social class, and reference
groups. It is the broadest environmental factor that influences consumer behaviour. The
impact of culture is automatic and almost invisible and its influence on behaviour is usually
taken for granted. Culture influences what people wear, what and how they eat, where they
live, etc. It has a broad influence on their buying and usage behaviour of products and
services, and the extent of their satisfaction with them. Culture also influences to some extent
how consumers purchase products and use them, and this determines the development,
pricing, promotion, and distribution of products. In western countries, with their full-service
supermarkets, some significant differences in shopping can be observed. Culture is viewed
as consisting of basic patterns of behaviour that exist within a society at national level.
Within this broad culture, one can easily distinguish relatively more homogeneous and fairly
large groups that follow the dominant cultural values but also have other quite distinct
beliefs, values, customs, and traditions that set them apart from the larger cultural
mainstream.

● Observation
● Family size
● Lifestyle

influences the consumer buying behaviour ( weightage 30, 40, 30 resp. ).
Literature Review
Market research by IDC India have showcased how people buying behaviour of face wash is
influenced by its fragrance, packaging and convenience of the product. With sample
population of 75000 people, it has been observed that there is a high number of consumers on
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the extreme ends. In term of influence of choice by fragrance, and making an important factor
in our research factors. Packaging and convenience though holding a similar pattern, but with
less frequency of 20% each, became an important parameter of research in our study.

● Observation
● Fragrance
● Packaging
● Convenience
RO 7: To determine whether income in low, medium, and high ranges influences

Literature Review
Previous study by Hansa research have identified that there is a great impact on the income of
the consumers affecting their purchase decision of goods which they don’t consider as
necessary products, with facewash too included in their list, with 20% consumers ready to cut
cost on the product in situation of cash crunch. Hence making it our one of the important
points of consideration.

● Observation
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● Income of consumers
● Buying pattern of facewash
15. Summary of FGDs and DIs
Focused Group Discussion-1
Focused Group Discussion 1 was conducted in the IIM Hostel Campus. There were 6
participants named Mehek Nagpal, Archit Rathore, Dibyendu, Sourin Sau, Dilip Kumar, and
Rohit Kumar. Juby Jogi moderated it. The aim of conducting FGD was to know the factors
which influence their buying decision of Facewash of, the perception of Facewash users of
different brand and their expectations from the facewash. It was observed that while all the
six participants prefer facewash than soap to wash the face. When asked about does
advertisements featuring celebrity influences a buying decision, it was found that ads
influenced only one participant. Others were not affected by the brand they went purchased
the facewash which suited them. When they were asked about word of mouth or referrals,
influence your choice. Opinions were divided; equally, three participants' decision was
influenced by word of mouth and the other three were used facewash which suited them.
When they were asked about does fragrance, packaging affecting the buying decision
facewash, according to the participants, four of them have the same opinion that packaging
affects the buying decision of the facewash and they want to see the colour of the facewash.
About fragrance views were equally divided that all the fragrance between participants.
Mainly ingredients influenced their buying decisions of facewash. Only one participant
buying decision was not affected by ingredients. Also, when asked which form of facewash
do they prefer, three people preferred liquid facewash, two cream and one gel. When asked
about whether they preferred gender-based facewash, or unisex and does the ads are gender-
biased. All except one participant preferred gender-based facewash. All have a common
opinion that ads are gender-biased. When they were asked about, will they prefer changing
there facewash if they go to premium facewash if there is an increase in income? The opinion
was equally divided between participants; three would go for premium facewash if there’s an
increase in income, and others would continue with the same face wash. It was also observed
that two of six participants were comfortable sharing facewash with their siblings, friends, or
family members. Others like to keep it personal. When asked about if they got an opportunity
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to customize the facewash, every participant had a different opinion on one participant want
total natural facewash without chemicals. Others wanted natural ingredients with oil clear,
else wanted a menthol in the facewash and the remaining two were happy with their facewash
so they didn’t want to customize their product.
Focus Group Discussion 2
Focus Group Discussion 2 had a total of seven participants and one moderator. All the
participants were students belonging in the age bracket of 20 to 25 years coming from various
locations across India. All of the participants were MBA students from IIM Sambalpur. The
participants were aware of the harsh effects of soap on facial skin and hence a majority of the
participants used a facewash as a milder cleansing agent. Compatibility with skin was one of
the most crucial parameters for consumers while buying a facewash especially for women.
They believed that a facewash makes the skin less dry as compared to soap. Some use it for
specific functional uses such as skin hydration & fighting acne.On average, the participants
use a facewash two times a day with most of them using a facewash before going out.
Dermatologist recommended brands create loyal customers. The participants who used a
facewash for functionality didn’t give special attention to the brand. Others once convinced
with a particular brand, became brand loyal to it. Only one out of the seven participants was
influenced by advertisements who influenced celebrities while buying a face wash. Less
harmful ingredients were preferred. Participants could easily recall ads that showed
facewashes addressing skin-related issues such as acne treatment. Word of mouth does play a
role in the buying of a face wash. The female participants were very particular about the
ingredients and they choose their face wash with mild ingredients.On the contrary, the males
didn’t have much idea about the ingredients used in the facewash. Some of the participants
also gave particular importance to the fragrance. Consumers don’t provide a significant
influence on the form of the product. They were not price-sensitive and preferred buying in
bulk. The consumers preferred the packaging to be travel-friendly and leak proof.
Summary of Depth Interview 1
A Depth Interview was conducted with Ms Saumya Sinha who is an MBA student at IIM
Sambalpur. The motive of conducting Depth Interview was to know the factors which
influence her buying decision of Facewash and her expectations from the same. After
interacting with her, we derived the following conclusion:
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She used facewash mainly to remove dirt and keep her skin fresh. She prefers using a gel face
wash. Fruit extracts are one of the factors that appeal to her. Though she is not much brand
loyal, a facewash that has a deep cleansing effect and removes pimples is basic. She chose to
change her facewash just because it wasn’t much effective when it came to removing
pimples. Advertisements greatly influence her choice of buying as she likes to try new
products but given the fact that it gives her all the features of her existing face wash if not
additional. However, word of mouth does not play any role in the buying decision. She
believes in trying the product herself and then making a decision. Also, packaging and the
design of the facewash doesn’t matter much as opposed to the quality of the product. She
likes to use products with natural fruit extracts but organic products, she feels make the skin
rough. She uses a unisex facewash and she also feels that the advertisements these
facewashes are gender-biased. She keeps in mind that she has oily skin which deeply
influences her buying behaviour. Price does not affect her decision because most of the
brands serve the same price range. Albeit, for an increase in income, she’d like to go for a
premium brand of facewash. She generally buys her product in bulk however, while
travelling she prefers small packs. Additionally, she views a facewash which is fresh,
removes pimples, affects oily skin, has fragrance and eliminates the toner that she has to use
as her ideal choice.
Summary of Depth Interview 2
The interviewee taken here is a student of MBA. Face wash is preferred by him as face wash
tends to be milder and soap tends to dry out skin. The person started by just using the gifted
face washes and then got used to it, but prefers to use herbal since that makes him feel closer
to nature which is actually the effect of the green colour and claim of the commercial to be
natural. The person buys larger SKUs so that he doesn’t have to bother to go to the shop to
buy again and again. The reason has also been stated as to cure white patches and pimples
appearing on his face which seems to have decremented after the use. He is brand loyal to
‘Himalaya’ and prefers to switch back to it if any other facewash has been used for a short
span. Advertisements, though according to him doesn’t influence him, he seems to be pretty
attracted to the advertisements which show charcoal facewash being used by bike riders. He
has admitted to have been an influencer in case of a specific advertisement for a brand called
‘Ustra’, which showed benefits of it for men with beard, he actually recommended people to
try it. Visual advertisements on Facebook etc. seem to be more effective as he is lesser
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inclined into newspaper advertisement, hoardings, pamphlets and such kind of
advertisements. He has word-of-mouth influence from friends and mother. Neither price nor
fragrance matter to him at all. In terms of ingredients, he doesn’t seem to be much concerned,
the feel of being aligned with nature is enough for him, though he likes the freshness that a
face wash brings. He generally uses gel or cream facewashes, though he prefers cream since
cream spreads well whereas gel keeps on slipping out. Also cream acts like a Scrub and gives
massaging experience which makes him feel that something has been applied on your face.
He uses Unisex facewash and doesn’t really care about the skin type or anything else in
specific as long as the facewash cleanses properly. Being a low advertisement watcher, he
seems to not think the female dominance there and has examples of only male based face
wash advertisements. Using a facewash is like a basic routine to him like taking a bath. The
person has stayed more than 10 years away from home and doesn’t mind sharing it with his
roommate. He mentions that he would like a face wash which has walnut particles along with
the normal cleansing action so that it would act like a scrub as well and it would reduce his
time towards scrubbing.
16. Conclusion from FGDs and DIs
We have concluded our FGD’s and DI with the help of different students from IIM
Sambalpur. The main reason to start using a facewash included respondent’s suffering from
dry skin when soap was used. Some also used it for specific purposes like dirt removal, acne
removal, pimple removal and freshness. When asked about the different types of form of
facewash many preferred gel because of the feeling of freshness and strong dirt removing
clearer skin after gel wash. Many respondents also bought different types of facewash due to
fruity extracts especially female. Many responses were given that people are generally not
influenced by advertisements in case of buying behavior. Packaging also did not play a very
vital role in the consumer buying behavior. Word of mouth also was not effective enough to
influence the behavior as skin is a very important aspect so people generally tried it
themselves, only after that they trust a brand. When asked about the gender biasness of
advertisements, almost everyone was influenced by the gender influencing advertisements.
Only some people used unisex facewash. Price of the facewash also mattered to some,
whereas for some it did not matter because skin was much more important to them. But yes
income of a person definitely influenced the buying behavior because they switched to more
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premium brands even after its high price. In the DI, the interviewees were very biased
towards the prices as they were students. But they also showed interest that when given a
chance of a high income they would definitely upgrade their brand. When asked about
different brands, some DI participants showed brand loyalty to popular brands like Himalaya,
Ustra, etc. When comes to sharing of a facewash one person said that he was in a hostel for a
long time so he does not mind sharing it with others. Saumya a student of IIM sambalpur said
that she bought the quantity mainly in bulk because she used it daily and did not like going to
buy it many times. But she preferred to buy a small pack while travelling. One male
respondent also said that he generally bought it from a bigger outlet. When asked about the
ingredients the male respondents did not have an idea whereas the female needed details
about the ingredients as they were very keen on knowing what affects their skin. Generally,
we found that the factors we found really mattered while choosing a certain brand of
facewash.
17. SPSS Results:
Results with link to Research objectives
Research Objective 1
To determine whether the price of the facewash high, medium, low influences the consumer
buying behavior (weightage 30, 30, 40 respectively ).
H0: Gender does not have a significant impact on Price as a factor influencing buying
decision
H1: Gender has a significant impact on Price as a factor influencing buying decision
How do the following factors influence your choice for facewash? [Price] *
Gender Crosstabulation
Count
Gender
Male Female Total
How do the following factors Strongly Disagee 2 3 5
influence your choice for Disagree 6 11 17
facewash? [Price] Neither Agree nor Disagree 16 9 25
Agree 27 15 42
Strongly Agree 10 4 14
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Total 61 42 103
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 6.342 4 .175
Likelihood Ratio 6.289 4 .179
Linear-by-Linear Association 4.661 1 .031
N of Valid Cases 103
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.04.
Symmetric Measures
Asymptotic Approximate
a b
Value Standard Error Approximate T Significance
Interval by Interval Pearson's R -.214 .096 -2.199 .030c
Ordinal by Ordinal Spearman Correlation -.204 .097 -2.090 .039c
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
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P value (0.175) > 0.05
Hence we fail to reject the null Hypothesis
PRICE*ANNUAL FAMILY INCOME
H0: Annual Family Income does not have a significant impact on Price as a factor
influencing buying decision
H1: Annual Family Income has a significant impact on Price as a factor influencing buying
decision
How do the following factors influence your choice for facewash? [Price] * Annual Family
Income? Crosstabulation
Count
Annual Family Income? Total
8 lac and
Below 3 lac 3 to 5 lac 5 lac to 8 lac above
How do the following Strongly Disagee 2 1 1 1 5
factors influence your Disagree 1 3 2 11 17
choice for facewash? Neither Agree nor 5 1 2 17 25
[Price] Disagree
Agree 7 7 13 15 42
Strongly Agree 1 4 3 6 14
Total 16 16 21 50 103
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Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 17.787a 12 .122
Linear-by-Linear Association .157 1 .692
expected count is .78.
Symmetric Measures
a b
Interval by Interval Pearson's R -.039 .101 -.394 .694c
P value (0.122) > 0.05

Hence, we fail to reject the null hypothesis
Implication: Annual Family Income does not have a significant impact on Price as a factor
Discount*Annual Family Income
H0: Annual Family Income does not have a significant impact on Discount as a factor
H1: Annual Family Income has a significant impact on Discount as a factor influencing
buying decision
How do the following factors influence your choice for facewash? [Discount] * Annual Family
Income? Crosstabulation
Count
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8 lac and
Below 3 lac 3 to 5 lac 5 lac to 8 lac above
How do the following Strongly Disagee 3 1 2 5 11
factors influence your Disagree 1 4 2 15 22
choice for facewash? Neither Agree nor 5 1 8 16 30
[Discount] Disagree
Agree 6 7 8 10 31
Strongly Agree 1 3 1 4 9
Total 16 16 21 50 103
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
expected count is 1.40.
Symmetric Measures
23 | P a g e
a b
Interval by Interval Pearson's R -.123 .103 -1.241 .217c
P value(0.208) > 0.05

Hence we fail to reject the null Hypothesis
Inference: Annual Family Income does not have a significant impact on Discount as a factor
To determine whether the brand of the facewash influences the loyalty and quality
determined by the consumer (weightage 40, 60 resp. ).
Word of Mouth*Age Group

H0: Age Group does not have a significant impact on word of mouth as a factor influencing
buying decision
H1: Age Group has a significant impact on word of mouth as a factor influencing buying
decision
Crosstab
Count
How do the following factors influence your choice for facewash? [Word of Mouth] Total
Strongly Neither Agree
Disagee Disagree nor Disagree Agree Strongly Agree
Age Group 15 to 20 years 1 2 1 0 0 4
20 to 25 years 6 5 8 28 4 51
25 to 30 years 1 5 7 16 7 36
30 to 35 years 1 1 0 0 0 2
35 to 40 years 0 0 1 0 0 1
40 to 45 years 1 1 1 3 0 6
45 and above 0 0 0 2 1 3
Total 10 14 18 49 12 103
24 | P a g e
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Linear-by-Linear Association .583 1 .445
Symmetric Measures
Value Standard Errora Approximate Tb Significance
Interval by Interval Pearson's R .076 .099 .762 .448c
Ordinal by Ordinal Spearman Correlation .107 .102 1.077 .284c
25 | P a g e
P value (0.239) > 0.05
Hence we reject the null hypothesis.
To determine whether the Advertisement through mass media, social media, and personal
selling influences consumer buying behaviour ( weightage 40, 40, 20 resp. ).
Brand Advertisement*Age Group
H0: Age Group does not have a significant impact on Brand Advertisement as a factor
H1: Age Group has a significant impact on Brand Advertisement as a factor influencing
buying decision
Age Group * How do the following factors influence your choice for facewash? [Brand
Advertisement] Crosstabulation
Count
How do the following factors influence your choice for facewash? [Brand
Advertisement] Total

20 to 25 years 6 12 12 17 4 51
25 to 30 years 3 4 7 15 7 36
30 to 35 years 1 1 0 0 0 2
35 to 40 years 0 0 1 0 0 1
40 to 45 years 0 1 1 4 0 6
45 and above 0 0 0 2 1 3
Total 11 18 24 38 12 103
26 | P a g e
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Symmetric Measures
Interval by Interval Pearson's R .195 .076 1.998 .048c
Ordinal by Ordinal Spearman Correlation .226 .091 2.326 .022c
27 | P a g e
P value(0.240) > 0.05
Hence, we reject the Hypothesis.
Inference: Age Group does not have a significant impact on Brand Advertisement as a factor
Celebrity Endorsement*Agegroup
H0: Age Group does not have a significant impact on Celebrity Endorsement as a factor
H1: Age Group has a significant impact on Celebrity Endorsement as a factor influencing
buying decision
Crosstab
Count
How do the following factors influence your choice for facewash? [Celebrity
Endorsement] Total

20 to 25 years 16 9 19 7 0 51
25 to 30 years 6 15 11 4 0 36
30 to 35 years 1 1 0 0 0 2
35 to 40 years 0 0 1 0 0 1
40 to 45 years 0 3 3 0 0 6
45 and above 0 0 1 1 1 3
Total 24 29 37 12 1 103
28 | P a g e
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Symmetric Measures
Interval by Interval Pearson's R .188 .100 1.922 .057c
Ordinal by Ordinal Spearman Correlation .083 .097 .835 .406c
29 | P a g e
P value (0.001) < 0.05
Hence we reject the null Hypothesis
Inference: Age Group has a significant impact on the Celebrity Endorsement.
RO 4: To determine whether the type, in skin type (Organic, affects the consumer
buying behaviour ( weightage 30, 30, 20, 20 resp. ).
How do the following characteristics influence your choice of facewash? [Organic]1 *

Gender
H0: Gender does not have significant impact on type of facewash(organic) as a factor
influencing purchase decision.
H1: Gender has a significant impact on type of facewash(organic) as a factor influencing
purchase decision.
Crosstab
Count
Gender
Male Female Total
How do the following Strongly Disagee 2 2 4

characteristics influence
Disagree 4 2 6
your choice of
facewash? [Organic]1 Neither Agree nor 14 7 21
Disagree
Agree 25 21 46
Total 61 42 103
30 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Linear-by-Linear .022 1 .882

Association
a. 4 cells (40.0%) have expected count less than 5. The

minimum expected count is 1.63.
P Value (.866) > .05
Hence we fail to reject the null hypothesis.
Hence, Gender does not have significant impact on type of facewash(organic) as a factor
31 | P a g e
How do the following characteristics influence your choice of facewash? [Organic]1 *
Age Group
H0: Age Group does not have significant impact on type of facewash(organic) as a factor
H1: Age group has a significant impact on type of facewash(organic) as a factor influencing
purchase decision.
Crosstab
Count
Age Group
15 to 20 years 20 to 25 years 25 to 30 years 30 to 35 years 35 to 4
How do Strongly Disagee 0 2 0 1

the
Disagree 0 4 2 0
following
characteri Neither Agree nor 0 14 7 0
stics Disagree
influence
your Agree 4 19 18 1
choice of Strongly Agree 0 12 9 0
facewash?
[Organic]
1
Total 4 51 36 2
32 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)
Linear-by-Linear 1.382 1 .240

Association

minimum expected count is .04.
P Value (.149) > .05

Hence, Age Group does not have significant impact on type of facewash(organic) as a factor
33 | P a g e
How do the following characteristics influence your choice of facewash? [Fruit Extract]
* Gender
H0: Gender does not have significant impact on type of facewash(Fruit Extract) as a factor
H1: Gender has a significant impact on type of facewash(Fruit Extract) as a factor influencing
purchase decision.
Crosstab
Count
Gender
Male Female Total

Disagree 6 1 7
your choice of
facewash? [Fruit Neither Agree nor 20 10 30
Extract] Disagree
Agree 26 19 45
Total 61 42 103
34 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.208) > .05

Hence, Gender does not have significant impact on type of facewash(Fruit Extract) as a factor
35 | P a g e
How do the following characteristics influence your choice of facewash? [Fruit Extract]
* Age Group
H0: Age Group does not have significant impact on type of facewash(Fruit Extract) as a
factor influencing purchase decision.
H1: Age group has a significant impact on type of facewash(Fruit Extract) as a factor
Crosstab
Count
Age Group Total
15 to 20 20 to 25 25 to 30 30 to 35 35 to 40 40 to 45 45 and
years years years years years years above
How Strongly 0 2 1 1 0 1 0 5
do Disagee
the
Disagree 1 3 3 0 0 0 0 7
follo
wing Neither Agree 1 17 11 0 0 1 0 30
chara nor Disagree
cteris
tics Agree 2 22 15 1 0 3 2 45
influ
ence Strongly Agree 0 7 6 0 1 1 1 16
your
choic
e of
face
wash
?
[Frui
t
Extra
ct]
Total 4 51 36 2 1 6 3 103
36 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.489) > .05

Hence, Age Group does not have significant impact on type of facewash(Fruit Extract) as a
37 | P a g e
How do the following characteristics influence your choice of facewash? [Skin type
specific] * Gender
H0: Gender does not have significant impact on type of facewash(Skin Type Specific) as a
H1: Gender has a significant impact on type of facewash(Skin Type Specific) as a factor
Crosstab
Count
Gender
Male Female Total

Disagree 1 0 1
your choice of
facewash? [Skin type Neither Agree nor 4 0 4
specific] Disagree
Agree 29 18 47
Total 61 42 103
38 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.353) > .05

Hence, Gender does not have significant impact on type of facewash(Skin Type Specific) as a
39 | P a g e
How do the following characteristics influence your choice of facewash? [Skin type
specific] * Age Group
H0: Age Group does not have significant impact on type of facewash(Skin Type Specific) as
a factor influencing purchase decision.
H1: Age group has a significant impact on type of facewash(Skin Type Specific) as a factor
Crosstab
Count
Age Group Total
15 to 20 20 to 25 25 to 30 30 to 35 35 to 40 40 to 45 45 and
years years years years years years above
How Strongly 0 2 0 1 0 1 0 4
do the Disagee
follow
Disagree 1 0 0 0 0 0 0 1
ing
charac
teristi Neither Agree 1 2 1 0 0 0 0 4
cs nor Disagree
influe
nce Agree 2 22 17 1 1 2 2 47
your
choice
Strongly Agree 0 25 18 0 0 3 1 47
of
facew
ash?
[Skin
type
specifi
c]
Total 4 51 36 2 1 6 3 103
40 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.001) < .05

Hence, Age group has a significant impact on type of facewash(Skin Type Specific) as a
41 | P a g e
RO 5: To determine whether social factor in term of family size and lifestyle influences
the consumer buying behaviour ( weightage 60, 40 resp. ).
Which one do you prefer to wash your face? * What is your occupation?
H0: Occupation does not have significant impact on preference to use facewash over others
as a factor influencing purchase decision.
H1: Occupation has a significant impact on preference to use facewash over others as a factor
Crosstab
Count
What is your occupation?
Working Working
under under
Temporary Permanent Unemploye
Student employment employment d Retired Total
Which one do you Soap 2 2 6 0 0 10

prefer to wash your
face? Facewas 58 7 20 1 0 86
h
Only 0 2 2 0 1 5
water
Total 60 11 28 1 1 101
42 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.0) < .05

Hence, Occupation has a significant impact on preference to use facewash over others as a
43 | P a g e
How many times do you wash your face in a day? * What is your occupation?
H0: Occupation does not have significant impact on number of facewash usage in a day as a
H1: Occupation has a significant impact on number of facewash usage in a day as a factor
Crosstab
Count
What is your occupation? Total
Working Working
under under
Temporary Permanent Unemploy
Student employment employment ed Retired
How many times do 1 11 1 1 0 0 13

you wash your face
2 27 4 13 0 1 45
in a day?
3 14 4 10 1 0 29
4 4 2 1 0 0 7
5 3 0 2 0 0 5
Total 59 11 27 1 1 99
44 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association
N of Valid Cases 99

P Value (.760) > .05

Hence, Occupation does not have significant impact on number of facewash usage in a day as
a factor influencing purchase decision.
45 | P a g e
Do you share your face wash with someone * What is your occupation?
H0: Occupation does not have significant impact on sharing of facewash with others as a
H1: Occupation has a significant impact on sharing of facewash with others as a factor
Crosstab
Count
What is your occupation? Total
Working Working
under under
Temporary Permanent Unemploye
Student employment employment d Retired
Do you share your Yes 26 8 15 1 1 51

face wash with
No 34 3 13 0 0 50
someone
Total 60 11 28 1 1 101
46 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.242) > .05

Hence, Occupation does not have significant impact on sharing of facewash with others as a

influences the consumer buying behaviour ( weightage 30, 40, 30 resp. ).
How do the following factors influence your choice for facewash?

[Packaging] * Gender Crosstabulation
Count
Gender
Male Female Total

factors influence your
Disagree 10 4 14
choice for facewash?
[Packaging] Neither Agree nor 18 13 31
Disagree
Agree 23 15 38
47 | P a g e
Total 61 42 103
H0: Gender does not have significant impact on choice of facewash(Packaging) as a factor
H1: Gender has a significant impact on choice of facewash(Packaging) as a factor influencing
purchase decision.
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association
48 | P a g e
P Value (.655) > .05

Hence, Gender does not have significant impact on choice of facewash(Packaging) as a factor
RO 7: To determine whether income in low, medium and high ranges influence the
Do you think expensive face wash products are better than cheaper products? * Annual
Family Income? Crosstabulation
Count
Below 3 5 lac to 8 8 lac and

lac 3 to 5 lac lac above
Do you think expensive Yes 4 4 12 22 42

face wash products are
No 12 12 9 28 61
better than cheaper
products?
Total 16 16 21 50 103
H0: Annual Family income does not have significant impact on the thought(Expensive better
than cheaper) as a factor influencing purchase decision.
H1: Annual Family income has a significant impact on the thought(Expensive better than
cheaper) as a factor influencing purchase decision.
49 | P a g e
Chi-Square Tests
Asymptotic
Significance
Value df (2-sided)

Association

P Value (.120) > .05

Hence, Annual Family income does not have significant impact on the thought(Expensive
better than cheaper) as a factor influencing purchase decision.
50 | P a g e
Factor Analysis
Using the following variable of interests of buying decision for facewash, Factor analysis is
done to reduce the variables by combining correlated variables:
How do the following factors influence your choice for facewash?
 Price
 Discount
 Brand Advertisement
 Celebrity Endorsement
 Word of Mouth
 Fragrance
 Packaging
 Naturalness
 Product is domestic
 Color
 Previous Usage experience
 Suitable to skin type
 Promised Effects
 Reviews(Online)
 Organic
 Fruit Extracts
 Skin type specific
 Radiance
 Moisturizer
 SPF
 Anti acne
Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Compone % of Cumulative % of Cumulative % of Cumulative
nt Total Variance % Total Variance % Total Variance %
1 7.953 37.871 37.871 7.953 37.871 37.871 5.421 25.816 25.816
2 2.188 10.421 48.292 2.188 10.421 48.292 2.624 12.495 38.311
3 1.460 6.952 55.245 1.460 6.952 55.245 2.251 10.719 49.030
4 1.367 6.510 61.755 1.367 6.510 61.755 2.152 10.248 59.278
5 1.147 5.460 67.216 1.147 5.460 67.216 1.667 7.937 67.216
6 .923 4.396 71.612
7 .779 3.711 75.323
8 .713 3.396 78.719
9 .616 2.936 81.655
51 | P a g e
10 .583 2.777 84.432
11 .528 2.514 86.946
12 .436 2.078 89.024
13 .390 1.856 90.880
14 .338 1.609 92.489
15 .315 1.499 93.988
16 .300 1.427 95.415
17 .253 1.205 96.619
18 .234 1.116 97.735
19 .217 1.033 98.768
20 .168 .800 99.568
21 .091 .432 100.000
Extraction Method: Principal Component Analysis.
Interpretations: The Total Variance Table shows that the Cumulative percentage of the first
5 factors are able to have a 67.216% of total variances. These 5 factors have Eigen value
greater than 1. Hence, we can conclude that there are 5 major factors influencing consumer
behavior of facewash.
Rotated Component Matrixa

Component
1 2 3 4 5
How do the following factors influence your choice for .110 .242 .064 .837 .147
facewash? [Price]
facewash? [Discount]
facewash? [Brand Advertisement]
facewash? [Celebrity Endorsement]
facewash? [Word of Mouth]
facewash? [Fragrance]
facewash? [Packaging]
How do the following factors influence your choice for .613 .329 .233 .216 -.103
facewash? [Naturalness]
52 | P a g e
How do the following factors influence your choice for .588 -.061 .560 -.055 .156
facewash? [Product is domestic]
How do the following factors influence your choice for -.028 .184 .669 -.080 .415
facewash? [Color]
facewash? [Previous Usage experience]
facewash? [Suitable to skin type]
facewash? [Promised Effects]
How do the following factors influence your choice for .435 .540 .064 -.136 .151
facewash? [Reviews(Online)]
How do the following characteristics influence your .726 .017 .126 -.026 -.027
choice of facewash? [Organic]
How do the following characteristics influence your .746 .011 .217 .032 .031
choice of facewash? [Fruit Extract]
How do the following characteristics influence your .748 .323 .072 .230 -.144
choice of facewash? [Skin type specific]
How do the following characteristics influence your .694 .066 -.138 .242 .182
choice of facewash? [Radiance Skin]
choice of facewash? [Moisturizer]
choice of facewash? [SPF]
choice of facewash? [Anti-acne]
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.
Interpretations: Taking the correlation greater than 0.7, the components of the major
constituent attributes of the 5 factors are as follows:
1) Skin type specific
2) Fruit Extracts
3) Moisturizes Skin
4) Organic
5) SPF
18. Conclusion:
Age Group is the most influential factor while buying facewashes.
53 | P a g e
19. Questionnaire
a. Email address *
b. Name *
c. Gender *
Male
Female
Prefer not to say
d. Age Group *
15 to 20
20 to 25
25 to 30
30 to 35
35 to 40
40 to 45
45 and above
e. What is your occupation? *

Student
Working under Temporary Employment
Working under Permanent Employment
Unemployed
Retired
f. Which one do you prefer to wash your face? *

Soap
Facewash
Only water
g. How many times do you wash your face in a day? *

1
2
3
4
5
More than 5
h. How do the following factors influence your choice for facewash? *

Strongly Disagree
Disagree
Neither Agree nor Disagree
54 | P a g e
Agree
Strongly Agree
Price
Discount
Brand Advertisement
Celebrity Endorsement
Word of Mouth
Fragrance
Packaging
Naturalness
Product is domestic
Color
Previous Usage experience
Suitable to skin type
Promised Effects
Reviews(Online)
i. From where do you buy your facewash *

E-commerce
Grocery Stores
Medical Stores
Hypermarket or Supermarkets
Beauty Stores
Cosmetologist
Other:
j. Which form of facewash do you prefer? *

Liquid
Gel
Cream
Foam
k. How do the following characteristics influence your choice of

facewash? *
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
Organic
Fruit Extract
Skin type specific
Radiance Skin
Moisturizer
55 | P a g e
SPF
Anti-acne
Organic
Fruit Extract
Skin type specific
Radiance Skin
Moisturizer
SPF
Anti-acne
l. Do you share your face wash with someone *

Yes
No
m. Do you use gender-specific facewash? *

Yes
No
n. Do you think advertisements for facewash are gender-biased? *

Yes
No
o. Do you think expensive face wash products are better than cheaper
products? *
Yes
No
p. Annual Family Income? *

Below 3 Lac
3 to 5 lac
5 lac to 8 lac
8 lac and above
q. If your income increases will that affect the brand or the price level of
facewash? *
Yes
56 | P a g e
No
Maybe
r. Would you switch your brand of facewash if your preferred brand is

not available? *
Yes
No
Maybe
20. Appendices (as per requirements)
I. Appendix 1: Transcript of FGD 1
Juby Jogi: Good evening, everybody. My name is Juby Jogi. We are here to conduct an FGD
for consumer buying behaviour. And this is for a marketing research program. And I would
like I would ask you to introduce yourself and with respect to your name, your place. And
your Institute.
Mehek Nagpal: My name is Mehek Nagpal, I'm from Haryana, and I'm currently pursuing an
MBA at IIM Sambalpur, I'm 22 years old.
Archit Rathore: My name is Archit from UP (Uttar Pradesh), and I'm currently in PGP-1
Students at IIM Sambalpur.
Dibyendu: I am Dibyendu I'm from Guwahati Assam, and I'm studying currently studying in
Sambalpur
Sourin Sau: My name is Sourin. I'm from Kolkata. I am currently a student at IIM Sambalpur
Dilip Kumar: My name is Dilip Kumar. I'm from Chennai, and I am a student of IIM
Sambalpur. I'm 25 years old.
Rohit Kumar: I am Rohit I'm from Bokaro Jharkhand, and currently I'm pursuing my MBA
from IIM Sambalpur
57 | P a g e
Juby Jogi: Okay, thank you. So my first question is, do you prefer facewash over soap? If
yes? Why do you use it?
Mehek Nagpal: Yes, I prefer facewash over soap because when I was using Soap, it generally
is not good for the skin. When you use face wash, it cleanses out your skin in a much more
delicate manner.
Archit Rathore: Yeah, I also prefer facewash over soap because soap is not skin-friendly and
facewash is.
Dibyendu: Usually, we have a perception about soap that it's hard and it's not that great for
the skin, so I usually go for facewash. And that's the common notion, which I know about.
Sourin Sau: So, yeah, so I usually prefer facewash because incase of soap. It makes the skin
the dry and rough so that's why I use facewash.
Dilip Kumar: Generally, the thing about soap is that soap we used to just cleanse the body but
the face wash we use it to take care of a skin of the face also. So the skin of the face is
delicate, so we used face wash for that.
Rohit Kumar: I think face was is more skin-friendly and moreover, while using soap for your
face. It gives a itching effect after the after the use so I prefer facewash.
Juby Jogi: How many times do you wash your face with facewash in a day
Mehek Nagpal: So, generally only one time in a day I use face wash because even though it
is better than so but because it has chemicals so generally it's not good for me to use it more
than once.
Archit Rathore: I generally use it two or three times in a day. It also depends upon the holiday
if there is holiday I will just wash it once. And if I have to go out two or three times in a day,
then I do.
Dibyendu: I usually use it twice a day. Probably because when I feel my skin is oily. So, or I
usually go out. When I come back, Then I usually go for washing my face with a face wash.
Sourin Sau: So I usually use once a day while taking my bath so I use the face wash.
Dilip Kumar: I use once a day after bath in the morning.
58 | P a g e
Rohit Kumar: I use it once. In two, three days. As I feel that it has chemicals and it will cause
harm if you use more frequently.
Juby Jogi: Okay, so how does brand influence your choice of a facewash ? are you brand
loyal, or not?
Mehek Nagpal: No brand does not influence my choice. In fact, I like to try out various
brands.
Archit Rathore: Yeah, when it comes to brand your brand plays an important role for me
because if it's a good brand, then the composition of the facewash will be good
Dibyendu: Brand doesn't influence me that much. If I find that particular ingredient in a face
wash, I usually, I would usually go for that.
Sourin Sau: For myself, I'm using Nivea when for the last two-three years, because I am
getting a mean better effect from the Garnier and the other ones.
Dilip Kumar: For me, the band is important because the brand has that brand as a different
ingredient which is actually used by many others, and going for other new brands, which
actually I'm by a quite skeptical about it. So I preferred the brands which are widely used by
others.
Rohit Kumar: I'm not a brand-specific whatever it is, is available. I will buy that, and only the
condition is if the liquid is not viscous enough so that I will buy that product.
Juby Jogi: Generally, how often do you change your brand? If you're not brand loyal?
Mehek Nagpal: So, as soon as the facewash am having that gets over. If I'm satisfied with its
results, I buy, if not, then I will shift to another brand.
Archit Rathore: Actually I'm brand loyal so I don't change much
Dibyendu: I'm not that brand loyal so it doesn't actually matter to me.
Sourin Sau: I'm a brand loyal person.
Dilip Kumar: I'm a brand loyal person.
59 | P a g e
Rohit Kumar: I'm not a brand loyal person,
Juby Jogi: Which brands can you just specify the names?
Mehek Nagpal: So, I have used many facewash.
Juby Jogi: Only the loyal ones?
Archit Rathore: Okay, so I use Garnier.
Sourin Sau: Yeah, I use Nivea,
Dilip Kumar: I use Garnier.
Rohit Kumar: Currently, I'm using clean and clear, so I find it good enough.
Juby Jogi: How does advertisements influence your decision of brand? And do you think
New advertisements affect you, or any celebrity?
Mehek Nagpal: So, generally, I select a brand only after using it, because I've tried in the past
that certain brands which are good at advertisement they don't work well in my skin, so now
I'm not affected by advertisements and all.
Archit Rathore: Yeah, I also don't go with the advertisements. I go with the quality of the face
wash. If it's good, then I will prefer it and consume it. Afterward or so.
Dibyendu: I usually go for the ingredients rather than any celebrity advertisements, and that's
it.
Sourin Sau: Yeah, I'm looking for the results for which I'm using it. So, once I get the result, I
am continuing and purchasing the product.
Dilip Kumar: I recommend it's just a starting point. After you are watching the advertisement
I again, go into further to check for the reviews, and then I start using it
Rohit Kumar: Am not affected by advertising, I just want to have one face wash to wash my
face
Juby Jogi: Does word of mouth or referrals influence your choice?
60 | P a g e
Mehek Nagpal: Yes, word of mouth does influence my choice, but at the end, I will try the
product on my own and if it works well for me, then only I will purchase it the next time.
Archit Rathore: A word of mouth and doesn't affect much, because I use the face wash, then
analyze, is it good for me or not.
Dibyendu: It usually doesn't, but when I go somewhere and use a particular face wash then I
would usually go for that if, actually it helps my skin in a better way
Sourin Sau: So, word of mouth doesn't affect my buying decision because I do my own
product search product research, and based on that, I'll buy that product.
Dilip Kumar: I'm not really conscious about my skincare, so I usually go with word of mouth.
More importantly, because I have seen my friends who actually have used it and they have
had better results.
Rohit Kumar: Yeah, word of mouth does play a role here. My friends or relatives whatever
they suggest, I will try that and if I find it suitable. Then I will go for that.
Juby Jogi: Does fragrance matter to you or the packaging in terms of shape design color, etc.?
Mehek Nagpal: Yes, For me it matters a lot, especially on the packaging and if it's a good
fragrance and I will obviously give it a try.
Archit Rathore: Just a packaging of the face wash will matter, but fragrance, not at that
extent.
Dibyendu: The packaging usually affects my decision sometimes when I see the packaging.
Yeah, I usually go for the product if I see those ingredients. If I can observe those ingredients
in that particular packaging and also the kind of color that they have used in the packaging.
Then I go for that, you know.
Sourin Sau: So for me, both fragrance and packaging both matter to me because for Nivea,
they have both packaging and fragrances. So that's why I'm continually using it.
Dilip Kumar: I believe fragrance does not play an important role in say a face wash, so I don't
really think about fragrance and packaging is, I think, almost all face wash has similar
packaging so I don't think it plays an important role
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Rohit Kumar: Fragrance and packaging doesn't affect me, but the size I prefer the size of the
face wash to be small. As a student, you want to have small products to be carried when
while bathing so size matters.
Juby Jogi: Do you look at the ingredients, how much does the ingredient matter to you and
which kind of face wash do you use in forms like liquid gel or cream? ingredients and the
form.
Mehek Nagpal: So generally, I don't see for ingredients because they have such a long list I
can go through that. And for the form the
Juby Jogi: Gel, cream, or liquid?
Mehek Nagpal: I think the liquid is the one that I use.
Archit Rathore: Yeah, I also go for the liquid form of the face wash and ingredients; it doesn't
matter that much to me.
Dibyendu: So as I mentioned before, ingredients do matter when in my buying decision and

also I prefer. I don't prefer gel that much, but I prefer the liquid. Yeah.
Sourin Sau: Yeah. So for me, I prefer the cream on. And for ingredients, I don't look at the
chemical companies and those kinds of things, but I look at definitely look at how much oil is
cleaning from. I mean, is been cleaned through the face wash
Dilip Kumar: For me, ingredient matters, mostly because most of the two primary
ingredients. I look for in the facewash is aloe vera and activated carbon because I believe
they help in better cleaning.
Rohit Kumar: For me, ingredients doesn't matter. Only thing I need is, it should be liquid gel
Juby Jogi: Do you specifically use gender recommended face washes, or do you use unisex
ones? And do you also think advertisements are sometimes gender-biased?
Mehek Nagpal: So yes, obviously I will use this as such it specially made for females. I will
never use a face wash, which is made for males.
Juby Jogi: No, actually unisex are also there.
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Mehek Nagpal: No, I would prefer to buy one which especially for females.
Archit Rathore: I will also go for gender-based facewash and also the, I think the
advertisement that TV that the television show these days are sexist and racist.
Dibyendu: I usually go for gender-based products and. And I also feel that the advertisements
that they do are kind of gender bias.
Juby Jogi: Why?
Dibyendu: So the kind of most of the products that I've seen on TV. Most of them, they cast
female actors. So, In most of the cases, I've seen the products are usually used by the females
rather than the males, and there are very few products that actually we have for the male
category.
Sourin Sau: So I use the male category product for the vigorous face wash basically because I
believe that there are some different ingredients, I mean, in between both the products.
Because, and based on that. The man will get different kinds of results and females will get a
different kind of results.
Dilip Kumar: I use male gender products because I have perceived from the advertisement is
that the skin for the male is a little harder than females, so they have to need to get better
clean.
Rohit Kumar: Currently, I'm using unisex facewash, so it doesn't matter to me whether I use
male or female one. But, if at all if it is not available in the store. I will prefer a female.
Juby Jogi: How much does price influence you while buying? if some suppose your money or
your income increases, would your preferences change?
Mehek Nagpal: Yes, definitely, if my income would increase, I will buy a face wash which is
on the higher side of the price.
Archit Rathore: Yeah, it will affect my decision. I will buy a higher.
Dibyendu: No, it won't affect that much, I would usually go for the brand that I'm using
Sourin Sau: Me also, it wouldn't affect because I'm already using a premium kind of product
so.
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Dilip Kumar: I'm already using the brand which I liked like right now and I've been using it
for too many months, so I'm I prefer you to the same brand and even if my income increases
Rohit Kumar: No, It will not affect as my salary increases, so whatever I'm using it I haven't
continued with it.
Juby Jogi: Do you like to keep your Face wash personal, or would you share it with your
siblings or parents?
Mehek Nagpal: Generally, the face wash comes in and tube so it does not have that If I use it,
the other person cannot. So I wouldn't mind sharing it
Archit Rathore: But if you don't mind.
Juby Jogi: Why? If you don't mind.
Archit Rathore: Yeah, I don't like sharing my face wash with anyone
Dibyendu: As I said, I like the face wash with particular ingredients, so I wouldn't want
someone else's face wash to be. I won't use someone else's Facewash unless I find my brand.
Sourin Sau: My self is also is the same because I won't use the other person's face wash
because I believe in some brands and for different qualities because if I don't find that kind of
quality is available in different kinds of brands. I don't use it.
Dilip Kumar: I would like to keep my face wash personal, and I won't like sharing it. And
even I don't like to share others' face wash.
Rohit Kumar: I would like to share my face work with my family and my siblings, but not
with my friends or anyone.
Juby Jogi: If you could customize your face wash for what extra feature you would want in it.
Mehek Nagpal: So, if I do customize my face wash, I would make it that all the ingredients
would be natural. Because generally, all the face washes have some chemicals in it. So, one
thing that I want is an all-natural face wash
Archit Rathore: Natural ingredients and oil clear.
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Dibyendu: I would like an oil clear face wash. And also, like deep scrubbing that it would
help in deep scrubbing.
Sourin Sau: Yeah, I want menthol in my face wash.
Dilip Kumar: I think my face wash has everything it has already. So I don't want anything
else.
Rohit Kumar: I've never thought about this. So, I want to continue with my face wash.
Juby Jogi: Thanks, guys. It was a great help from your genuine answers. Thank you.
II. Appendix 2: Transcript of FGD2:
Siddesh Patil: Hello everyone, I'm Siddesh, and I'm going to conduct a focus group
discussion for our marketing research project on consumer buying preferences for face wash.
So, I would like everyone to introduce yourselves. Mention your age, and the place from
where you belong and what do you do currently.
Anshul Maheshwari: Hi, I'm Anshul Maheshwari I'm 22 years old and I'm from Jaipur
Rajasthan. I am pursuing MBA at IIM Sambalpur.
Sibashish Patanaik: Hello, I'm Sibashish and I'm from Orissa im 24 years old. I am pursuing
MBA at IIM Sambalpur.
G Jyoti: Hello, I'm G Jyoti and I'm from Bhubaneswar I'm 22 and Im currently doing my
post-graduation.
Ankul Sharma: I'm Ankul Sharma I'm from UP and I'm 23 years old. I am pursuing MBA at
IIM Sambalpur.
Rachit Alimchandani: I am Rachit Alimchandani, and I am from Akola Maharashtra and I'm
24 years old. I am pursuing MBA at IIM Sambalpur.
Anjali Parakh: Hi everybody I'm Anjali I'm 21 years old and I'm from Mumbai. I am
pursuing MBA at IIM Sambalpur.
Anushka Agarwal: I am Anushka Agarwal time from Delhi I'm 22 years old. I am pursuing
MBA at IIM Sambalpur.
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Siddesh Patil: Okay. My first question is do you prefer a Facewash or a soap to wash your
face.
Anshul Maheshwari: I prefer face was because because of the sensitive skin you need
something which is more gentle and which won't create any cause or harm to your skin. So, I
prefer, obviously face wash over soap
Sibashish Patanaik: Same here I prefer a face wash over soap because it creates a very soft
lather and creates lesser of foam
G Jyoti: As I have an acne prone skin, I mostly prefer face washes over soaps and I generally
look for paraben free face washes.
Rachit Alimchandani: I prefer. I don't, I prefer water to wash my face and aloe vera gel I
don't use face washes to wash my face.
Anjali Parakh: Even I prefer face wash to wash my face because it's more hydrating since a
face is a body part but it is always exposed. So, it needs extra care to be done.
Anushka Agarwal: I do prefer face wash for washing my face since it's the most sensitive part
of our body. So, yeah.
Ankul Sharma: I use face wash not soap for washing my face.
Siddesh Patil: Please try to give the reasoning behind as well as much as possible. Okay, so
my next question is, how many times do you wash your face with face wash.
Anshul Maheshwari: There's no particular frequency. If I go out and I again come back to,
again, wash my face because of the pollutants which are there. Otherwise, it's like twice in
the day.
Sibashish Patanaik: Normally when I wake up, I just wash my face with a face wash. Other
than that, I don't use it much so it's once a day.
Ankul Sharma: I use twice a day. and if there is some occasion, then I use thrice a day.
G Jyoti: I use face wash only once.
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Rachit Alimchandani: I use when I go out and I come back so I used the at the time and
before sleeping, I use once.
Anjali Parakh: Normally depends on the schedule, but normally it's three four times a day.
Anushka Agarwal: I prefer face wash sing twice a day when I wake up, and secondly when I
go to sleep.
Siddesh Patil: Okay, so how does brand influence your choice of face wash.
Anshul Maheshwari: Actually, the established brands assure you of the quality, but in my
case, I use the dermatologist one rather than going for some trending face wash like I use
Cipla Cetaphil, so it's more clinically approved one.
Sibashish Patanaik: I go for the brand that actually has one of the facts that it influences me to
buy purchase it. I generally go for lesser chemical nontoxic kind of stuff and lesser chemical
where the composition has less chemical in it. And previously I had switch to beardo
recently.
G Jyoti: As I have breakouts quite often, I prefer face washes with salicylic acid or glycolic
acid before choosing my product.
Ankul Sharma: As we know that face is a very important part of the body so I mean I'm very
brand loyal and I use only Himalaya products.
Rachit Alimchandani: Earlier I used to use Garnier but now currently use Patanjali's aloe vera
gel
Anjali Parakh: Even I have initially experimented with quite a many face washes but now I
settled with clean and clear because it suits my skin.
Rachit Alimchandani: I use aloe vera gel because it's very mild. I don't like soapy things to
apply on my face. And it doesn't create any foam also.
Anushka Agarwal: I use face wash which has been recommended by my doctor that is Cipla,
which is more good for my skin.
Siddesh Patil: So, since we spoke about being brand loyal. I want to ask this question to
others. So how often do you change your brand.
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Anshul Maheshwari: I don't remember changing the brand I'm using Cipla from the last like
three four years. And I'm loyal to that brand only. Since it's not it hasn't created any harm to
my skin. So, sticking to that.
Sibashish Patanaik: As I've said before I switched to beardo just recently but before that I
used to switch variant and on the brand is to try different variant of the same brand.
G Jyoti: For me, it's a switch between Neutrogena, or any other medicated face wash.
Ankul Sharma: As I told earlier, I'm very brand loyal and I have not used any other product,
other than Himalaya.
Rachit Alimchandani: I don't change my brand of aloe vera gel. Basically, it's Patanjali for
the last four or five years.
Anjali Parakh: Even I've been using clean and clear for quite a long time but I don't mind,
changing to another face wash, if I hear some good reviews about it.
Anushka Agarwal: Earlier I used to experiment much a lot with brands but after when my
doctor recommended me for Cipla so I'm very loyal to it.
Siddesh Patil: So how do advertisements influence your choice.
Anshul Maheshwari: As I already mentioned that I'm using something which this
dermatologist referred and so clinically one so it is actually not endorsed by the celebrities.
So, the advertisement actually do not have any influence over my decision. It's only the
ingredients that play the major role.
Sibashish Patanaik: I was not a user of face wash to three years back I was not a user frequent
user of it but it ever since that Garnier ad came up with Sushant Singh Rajput and it was a big
Dhoni fan so that was when I made my first purchase
G Jyoti: Advertisements, do not play any role for me when I buy a face wash because I
generally look for the ingredients like it has to be paraben-free, fragrance free, sulphate free,
as I have a very sensitive skin.
Ankul Sharma: Advertisement doesn't play any role in my behaviour for facewash.
Rachit Alimchandani: Advertisement does not play any role in my buying behaviour.
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Anjali Parakh: Even for me I've been stuck with the same brand so I don't think
advertisement play a role for choosing the face wash.
Anushka Agarwal: Earlier advertisement used to play an important role for my buying a
particular face wash I used to try and various face wash, depending upon the various
advertisement. But now, I have sticken to a particular face wash recommended to me by
doctor.
Siddesh Patil: So, if you could recall some of the advertisement, or one of the advertisements
which you think was very catchy.
Anshul Maheshwari: Like we have clean and clear. It was more of targeting the youth, and
other than that there are certain which are for the acnes like Ponds. So, these are the one that
actually gained the attention of the customers easily.
Sibashish Patanaik: The advertisement concerning concerned with Sushant Singh Rajput and
that was about fighting the six problems issues faced by men only that wasn't that was mainly
targeted for the men, so that's what I remember.
G Jyoti: The last time I remember was seeing Himalaya ad for acnes
Ankul Sharma: The last ad I remember is that John Abraham doing some stunt and there was
some ad.
Rachit Alimchandani: I remember ad of Garnier men, in which it showed a pollutant free

skin.
Anjali Parakh: The last ad I member of a face washes is that of Himalaya in which is
mentioned that instead of using homemade recipes which don't actually result into anything,
use Himalaya for treating pimples.
Anushka Agarwal: Yeah, even I do remember my last advertisement as the Himalaya face
wash. Similarly, which she told for instead of using artificial products it's like a homemade
product
Siddesh Patil: So, does word of mouth or referrals influential your choice.
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Anshul Maheshwari: The current face wash that I'm using was actually referred to me by one
of my cousin, because since he has the sensitive skin and also the dry skin, so he consulted
some doctor and he got this product and then he referred this product to me, so of course
word of mouth actually works for me.
Sibashish Patanaik: I am not a vivid user of this face was so suggestions and recommendation
doesn't actually work for me.
G Jyoti: Not at all. I don't go by other people's recommendations when it comes to face
washes I if the other person is not a dermatologist or a physician, I don't prefer switching my
face wash
Ankul Sharma: The face wash I'm currently using is actually recommended by my sisters so
yes sometimes the consultation of other people actually help, and I'm using that product
Rachit Alimchandani: I have not changed my face wash for since for four years, word of
mouth doesn't play any role.
Anjali Parakh: Initially when, when it was experimentation period, word of mouth did play an
important role, but now since I'm fixed and I know what suits my skin, I don't really the
reference from others doesn't really matter much
Anushka Agarwal: Word of mouth doesn't really play an important role in my case, till I try
that particular product, I don't get used to it. So, trying is something important for me.
Siddesh Patil: So, some of you had mentioned about ingredients. You look up the ingredients.
So, this question is specifically for you. You do you also check the fragrance. And for those
of you who have not answered about ingredients. This question is for you. Do you check
ingredients and fragrance?
Anshul Maheshwari: Sometimes ingredients like that are organic, and has some herbs on, and
so on for the, for the preference thing. And apart from the ingredient thing the fragrance does
matters because I do not like any fruity smell or do not like any strong smells so I actually go
for the mild one and fragrance after effects
Sibashish Patanaik: Fragrance do affect my buying, but the ingredients, I don't look much of
the ingredients.
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G Jyoti: For me I don't prefer any, I don't think fragrance would play a major role when I am
buying face wash because for me, I'd say ingredients that matter matter more.
Ankul Sharma: Honestly, I don't have any idea about ingredients, but the thing matters. It
should not be irritable, and it's and the face, should not get pimples or any kind of problems
issues.
Rachit Alimchandani: As I use aloe vera gel. There should be at least 90% of aloe vera gel in
the face off. And I don't look for fragrance, it should be fragrance free.
Anjali Parakh: As for me fragrance is not a major factor which determines my decision to buy
a face wash. But there are certain ingredients which should not be present in the face wash for
example any strong chemicals or alcohol content should not be there which could irritate the
skin
Anushka Agarwal: Fragrance doesn't matter too much because since I have a very sensitive
skin, so I generally prefer focusing on the ingredients, instead of the fragrance.
Siddesh Patil: So, while buying which form of face wash you prefer. Like for example,
liquid, gel or cream.
Anshul Maheshwari: I'm using the liquid one so I would prefer the liquid
Sibashish Patanaik: Currently, I'm using the cream one.
G Jyoti: I don't have any idea about the foam face wash but as I'm currently using the gel
ones
Ankul Sharma: The same she said that I don't have any knowledge about the form I'm just
using it as the regular one
Rachit Alimchandani: I prefer the gel
Anjali Parakh: I prefer liquid face wash
Anushka Agarwal: I prefer the gel.
Siddesh Patil: Do you specifically use gender recommended face washes or unisex face
washes?
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Anshul Maheshwari: mine one is unisex and it does not have anything related to the gender.
Sibashish Patanaik: One is only for men.
G Jyoti: the same case with me. The current phase was which I am using is unisex. So as of
now no gender bias.
Ankul Sharma: Yeah, the same is with me, there is no gender biasness. I prefer unisex
Rachit Alimchandani: same for me there is no gender biasness, my aloe vera gel is unisex
Anjali Parakh: same for me too.
Anushka Agarwal: Yeah, even I don't look for the which sex the face wash is. I currently I'm
using a unisex facewash
Siddesh Patil: Do you keep your skin type in mind will buying a facewash?
Anshul Maheshwari: That is the major thing that we keep in mind while buying a face wash,
it should sit your skin. So even if it's the best face wash but it doesn't suit you then it's of no
use for you.
Sibashish Patanaik: Right. I just used to wash my face I don't know about don't have any idea
what kind of skin type I have. So, I don't take that into account while buying a face wash
G Jyoti: It's the most important thing for me when I my face was the face was doesn't suit my
skin type. I won't use it again.
Ankul Sharma: It matters to me also because previously the face which I was using it doesn't
suit me so I change to the Himalayan product and now it suits me. I actually look for this kind
of thing
Rachit Alimchandani: skin type is one of the most important factors, I see, I have oily skin, so
it should, it should suit my skin type
Anjali Parakh: same is a case for me too because the present face wash which I'm using I've
selected this face wash because it suits my skin
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Anushka Agarwal: skin type is something which is a driving factor for me to buy a face wash.
since I very sensitive skin so skin type is of most for me.
Siddesh Patil: Since we've not spoken about price yet I would like to ask a couple of
questions on it. First, how does price price influence your buying behaviour. And also,
change of price.
Anshul Maheshwari: Actually, price is not something that drives my buying decision for
choosing any particular brand. But yeah, if I get offers online, then I would prefer to buy in
bulk.
Sibashish Patanaik: Me and the prices they don't differ by much so prices don't play I don't
actually play a role, but if there are some offers or schemes then I prefer to buy in bulk.
G Jyoti: As I'm very choosy about what I use on my face so I don't mind going on a higher
end, while I, buy a facewash.
Ankul Sharma: Well, I don't have any budget constraints. There is no issue of price and I
prefer to buy offline.
Rachit Alimchandani: I'm not price sensitive to the gel
Anjali Parakh: price is not the most important factor but if there's a discount so I might
purchase the face wash which I use in bulk.
Anushka Agarwal: Yeah, same for me since I'm currently loyal to my current face wash so
price doesn't matter to me much, but if I get it, the same face wash at a discount rates, I'll buy
it in bulk.
Siddesh Patil: So, if your income increases, will it affect your brand or the price level of
facewash.
Sibashish Patanaik: I don't earn at this moment so I don't have income.
Anshul Maheshwari: Since we are students and we do not have the income but the pocket
money that we get from our parents that also has an impact. So, it's about the pocket size, of
course,
G Jyoti: As I'm satisfied with my current facewash so I don't mind continuing with that.
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Ankul Sharma: No, I won't change my face wash
Rachit Alimchandani: as a face is very sensitive, I don't see the price, so I won't change the
product. If I get more money.
Anjali Parakh: If my earning does increase, I would shift to a premium segment face wash,
which will provide some more benefits to me.
Anushka Agarwal: Since I am currently satisfied with my current face wash and if my
income increases since then also, I won't change my face wash. Since I am using my current
face wash, because it suits my skin so income doesn't matter me much.
Siddesh Patil: This is a personal question you may choose not to answer this question. Do
you like to keep your face wash personal or do you share it with your siblings or parents?
Anushka Agarwal: Usually we have separate one but if. Even if I need to use of my brother
or my parents, it doesn't matter too much.
Sibashish Patanaik: I live in a hostel so any anything that is, that becomes a public property,
no matter how personal you try to keep it.
G Jyoti: I generally don't mind sharing and if someone asked me before they use my face
wash.
Ankul Sharma: I can share my face wash there's no problem.
Rachit Alimchandani: I share my facewash occasionally but not regularly.
Anjali Parakh: Before coming to hostel in fact we my whole family shared the one she shared
one same face wash I don't mind sharing my face wash.
Anushka Agarwal: Even I don't mind sharing the face wash.
Siddesh Patil: If you get it, just, if you get to customise your face wash what extra would you
want in it.
Ankul Sharma: No, I don't want any customization in my facewash. It is perfect.
Rachit Alimchandani: I would not like to change anything in my face wash.
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Anjali Parakh: I would prefer my face wash to include more organic and herbal products so it
enhances my skin more.
Anushka Agarwal: I'm currently satisfied with my face wash so I don't need any
customization.
G Jyoti: I would go for customization, or as it will suit my skill more as many companies are
also coming up with these kind of products
Siddesh Patil: One last question, how would the packaging, in terms of shape design and
colour influence your buying
Anshul Maheshwari: Not at all. It's not something that will join my decision.
Sibashish Patanaik: I like the conventional to packaging that comes so I'm happy with it. I
don't need a change.
G Jyoti: It has to be leak proof. That's, that's a major issue, which I face when I'm travelling.
Ankul Sharma: There's no difference in this
Anushka Agarwal: Generally packaging doesn't affect my buying for a face wash, but if I'm
travelling then I will like to prefer more comfortable face wash a smaller sized one. But if I'm
using generally at home, then I would be fine with a medium sized Facewash.
Anjali Parakh: Since you need face wash everywhere you also, I would prefer it to be travel
friendly which is not leak proof and in a smaller size it is easier to carry around
Rachit Alimchandani: I like the conventional packing of tube and it should be leak proof.
Siddesh Patil: Yeah, thank you everybody for precious time.
III. Appendix 3: Transcript of DI 1:
Diksha Joshi: Good afternoon. I'm Diksha Joshi; I am from there alone. I'll be taking a depth
and interview with Saumya Sinha. Please introduce yourself.
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Saumya Sinha: Hi, my name is Saumya Sinha, and currently, I'm pursuing my MBA from
IIM Sambalpur. I hail from Mumbai.
Diksha Joshi: Okay, so this is a depth interview. So I want you to share your personal
experiences as well with the questions and answers that you have.
So do you prefer using face wash or soap?
Saumya Sinha: I prefer using face wash.
Diksha Joshi: Why do you use a face wash?
Saumya Sinha: I use a face wash because I feel that it gives me clear skin and which is very
much required and an oil-free skin.
Diksha Joshi: How many times do you use a face wash in a day?
Saumya Sinha: I use face wash twice a day. Right in the morning and after coming back from
college.
Diksha Joshi: How does brand influence your choice of face wash and are you brand loyal?
Saumya Sinha: Actually I'm not very much brand loyal, I actually look for the attributes like,
what kind of face wash is suiting my skin, and I make purchase decision accordingly,
Diksha Joshi: How often do you change your brand?
Saumya Sinha: I have been using the same brand for the past two years.
Diksha Joshi: And what made you change the brand?
Saumya Sinha: I feel that the initial brand which I was using was not very much effective.
Diksha Joshi: So what other attributes did you look for which made you change it?
Saumya Sinha: Actually, I wanted a facewash which would be effective basically, like, I have
problems of pimples and also I wanted a face wash which could reduce the pimple, which I'm
getting. So that made me change my face wash to the one which I am currently using.
Diksha Joshi: Do advertisements influence your choice of buying?
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Saumya Sinha: I do try products after seeing an advertisement. Suppose there is this new
facewash that is excessively advertised. I think I would definitely want to try it out.
Diksha Joshi: Do you remember any kind of advertisement that influenced you very much,
and that made you try a specific product?
Saumya Sinha: Yes, I saw the ad of clean and clear, and that actually showed that the girls
were using a face wash and they got clear and oil-free skin, and that actually remove pimples
so that made me buy that. Also, clean n clear launches a couple of campaigns other than
advertisements like selfie contests and sponsors college events.
Diksha Joshi: Do the celebrity which comes in the ad influence your choice or behaviour?
Saumya Sinha: No that actually doesn't affect my choice or behaviour, because I feel that
celebrities live in a very superficial world, and so I don't find any reality in that, and
secondly, I cannot correlate my personality type with their personality type, and I don't get
influenced by their advertisements.
Diksha Joshi: Does word of mouth a reference influence your choice? Like your friend is
using a particular brand and then she suggests you to try that out. So do you consider that?
Saumya Sinha: No, not really because that actually depends on my personal choices. I rarely
go with recommendations since our skin type would be different. Also, we might have
different tastes and preferences, so it’s all about personal choices.
Diksha Joshi: Okay. Does fragrance play a major role in your decision?
Saumya Sinha: Not major I would say. But it does to a certain extent. I feel fragrance should
be there. Otherwise, it will make the product very unappealing.
Diksha Joshi: How much does packaging in terms of shape or design or the color of the tube
influence your choice?
Saumya Sinha: Not very much! The only thing which influences my decision is the quality of
the face wash if it's giving me a clear and an oil-free skin for a longer period of time like that
doesn't make me wash my face like twice or four times a day, that should actually go like, I'm
a college student, so I actually get to wash my face twice a day. So that should work.
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Diksha Joshi: So do you think any kind of shape is more preferable than the other, like tube
or dispenser regarding face wash. So which one do you prefer?
Saumya Sinha: I prefer the tube because that’s how most face washes are available. I mean
that’s standard, so maybe available everywhere.
Diksha Joshi: Do you look at the ingredients while buying your face wash? ingredients as in
fruity or milky.
Saumya Sinha: I look for a fruity texture.
Diksha Joshi: Recently, we've seen the herbal products are in trend. So do you use any kind
of herbal products in face wash?
Saumya Sinha: Yes, I have tried organic face wash, but at times I feel that it makes my skin
just too much rough, so I don't prefer using that.
Diksha Joshi: That's interesting.Okay, which form of face wash Do you use gel liquid or
cream?
Saumya Sinha: Gel, because liquid doesn’t give enough foam. Also, any way we have to
apply a moisturizer after face wash so that would eliminate the creamy one.
Diksha Joshi: Do you specifically use gender recommended face wash or unisex?
Saumya Sinha: Actually, I don't use any gender recommended face wash but then the
advertisements which I've seen that they actually feature only female celebrities or female
candidates for that and I feel that they are actually recommending those products for a
specific gender.
Diksha Joshi: You think the advertisements are gender-biased?
Saumya Sinha: Yes. It’s not even mentioned in the pack that it is only for women or
anything. Like this, they are eliminating half of their consumers.
Diksha Joshi: True, do you keep your skin type in mind while buying the face wash?
Saumya Sinha: Yes. I have oily skin so I look for a face wash which is suitable for my skin.
But I also get pimples so I look for a pimple-free facewash.
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Diksha Joshi: How much does price influence your buying behaviour?
Saumya Sinha: Not really. As long as it is serving the purpose price doesn’t really play a
major role in my decision.
Diksha Joshi: Okay, you increase your income, there's an increase in your income, will that
change the product that you're buying?
Saumya Sinha: It might change, I may go for a product which is the higher price provided I'm
getting the same attributes or some additional attributes with the ingredients.
Diksha Joshi: If the price of the product that you're using changes, then will that affect your
buying behaviour?
Saumya Sinha: No, if that suits my skin, price change won’t matter. Also, the price change
won’t be that high or low since it is an FMCG product, so it wouldn’t really matter.
Diksha Joshi: Do you keep, do you like to keep your face wash personnel or you'd like to
share with your family like your mom also uses the same kind of face wash?
Saumya Sinha: If I like a particular product so I do recommend it to her friends and family
members but that's not necessary, that they are also using the same product.
Diksha Joshi: The pack I'm talking about. Do your family members also use the same pack?
Saumya Sinha: No, their skin type is totally different. Also, since I use clean n clear, I believe
that it is meant for younger skin. Hence, my mom uses a more advanced and suited to her
skin kind of face wash.
Diksha Joshi: How do you react to a new launch of face wash?
Saumya Sinha: Actually I look at the advertisements, and if I feel that the ad is showing a
product which is suitable for my skin so I definitely give it a try, but if I find that that's not
working for my skin so I switch back to my original product.
Diksha Joshi: Okay, so if the particular face wash that you're using is not available in a shop
nearby, do you change your product or do you skip the shop to find it somewhere else?
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Saumya Sinha: I usually find it somewhere else and if it's not available anywhere in the
vicinity, unfortunately, I'll have to switch, but then I just opt a small pack which I can use for
a shorter period of time. So I buy a small pack. Until unless I get a bigger pack of my original
face wash. But normally that doesn’t happen.
Diksha Joshi: How much quantity Do you purchase of the face wash like do you buy in bulk
to three at a time?
Saumya Sinha: I do buy it in bulk. I purchase two or three at once, mostly they are available
in an offer but even if that’s not the case I generally have stocks of my facewash.
Diksha Joshi: So, does discount affect your buying behaviour?
Saumya Sinha: No. Mostly it does not offer huge discounts.
Diksha Joshi: Okay, which SKU Do you prefer?
Saumya Sinha: I actually prefer buying normal-sized as a normal-sized face wash. But, and,
like, the packs which we get like a pack which contains two face wash or three face wash
together so I purchase that so that it goes on for some three-four months. But while I'm
travelling, I prefer to use a smaller face wash for that only for the travelling purpose.
Diksha Joshi: So, suppose you get to customize your product, you can add whatever you want
to and whatever features you want to include. What will the face wash be like?
Saumya Sinha: The face wash should actually give me freshness and oil-free skin. It should
remove dust and dirt instantaneously, and I actually use a toner also after using a face wash
so I feel that there should be an additional feature that should like that should not. I would say
that we should not force me to use our toner so. Also, it should have a very nice fragrance
that would exist for a longer period of time.
Diksha Joshi: That was all. Thank you for your time and your valuable information.
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IV. Appendix 4: Transcript of DI 2:
Interviewer: I Responder: R
I: Hello! My name is Juby Jogi and I am conducting this depth interview for a marketing
research project. Please introduce yourself.
R: My name is Rupesh Jain and I am PGP to the participant at IIM Sambalpur.
I: Okay. Do you prefer face wash or soap?
R: Aaa.. I prefer to face wash over soap.
I: Why?
R: Because I can conveniently carry face wash everywhere and the second reason is that soap
tends to dry my skin and that's why I don't use soap, I use face wash.
I: Ok, so, how many times do you wash your face with a face wash in a day?
R: Two
I: Ok, so is it like everyday use face wash twice?
R: Yes, every day.
I: How does brand influence the choice of face wash or are you brand loyal?
R: I started by using Himalaya face wash but when I joined job after graduation, on friends'
recommendation I shifted to Garnier and it was actually good since it had menthol which
made me feel fresh and very cool.So I used it for another two or three years, but recently one
month back I should take to neem face wash.
I: Could you tell me the reason?
R: Because some white patches started appearing on my face. I don't know if it was because
of the face wash or any other reason.
I: Ok, so did it change after using neem face wash?
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R: It became normal, I don't know if it was because of face wash any other reason, but there
was another reason why I changed my face wash, it was because of pimples also that had
started appearing on my face.
I: So, did you actually started using face wash since engineering?
R: No, I actually started using since 9th standard.
I: What made you start using it?
R: it was not on purpose. There were many face wash samples piled up in my home received
as gift samples from the pharmaceuticals as that's what my family business is in. And so so it
developed as a habit to use face wash regularly.
I: Ok, so you change your brand as and when you required and you are not very brand loyal,
is it that way?
R: No I am not, I'm actually specifically Brand loyal to Himalaya, though I change for short
durations of time, but I always shift back to Himalaya.
I: OK so how does advertisements influence your choice?
R: no I am not influenced by advertisements because I am very sensitive to them but I do go

through Garnier power light, Garnier Men Garnier pimple care, oil clear, so, these are the
specific advertisements I look for, but Himalaya face washes are all and good for me. So,
advertisements don't influence me.
I: Ok, but still in your view, what do you think what kind of advertisements would be more
effective?
R: In general, for me, visual advertisements on Facebook etc would be more effective
because I am less into newspaper advertisement, hoardings, pamphlets and such kind of
advertisements.
I: Ok, so I guess like earlier you told me that your friends influence your choice of face wash,
R: Yes, it was like two of my friends were using that themselves and so I was influenced by
their experience, they said that you should I should try it out and so I tried and liked it.
I: So can we say that you have word-of-mouth influence?
R: Yes in that case it was.
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I: Does fragrance matter to you?
R: No.
I: How much does packaging, in terms of Shape design of colour affect you?
R: They do matter and I generally go for bigger packaging.
I: Why do you prefer bigger packaging?
R: I am not into regular buying, I buy for 2-3 months in bulk. So I don't use smaller packs, or
I buy in bundle packs of two or three together. It is not for price or what you say as discounts
but I don't like to buy every month so I shop only once for 23 months. So I prefer larger
scales.
I: Don't you find bigger packets troublesome while travelling?
R: In that case, I buy 5 or 10 rupees smaller packets.
I: Do you look at the ingredients while buying the face wash?
R: No, but neem face wash means there might be something natural in it. Tough I know that
it is not the case but it does give you some satisfaction that I am buying something at least
close to nature.
I: Is the green colour of the packaging or maybe the advertisements in which they say that it's
all-natural?
R: Han, so, the influence was that only in the starting but now it’s not.
I: In general what do you prefer, what form of face wash.. liquid, gel or cream?
R: Gel
I: Gel... Is there is specific reason why you prefer gel?
R: I haven't used the liquid form. I generally use gel or cream. I want to add to the point that
I have found cream face wash to be better than gel because of it kind of spreads well whereas
gel keeps on slipping out. Also cream acts like a Scrub sometimes it’s better to spread over
your face and it gives massaging experience and actually feels that something has been
applied on your face.
I: But the Himalaya neem face wash that you use right now that is the gel I guess.
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R: Yes or 10 experience came out of Garnier that are used.
I: Garnier ok So, do you specifically use gender recommended face washes or unisex would
do for you?
R: Never thought of it actually.
I: So in general, whatever people use, kind of unisex.
R: Yes
I: Do you think advertisements are gender by used for face washes?
R: I haven't been through that much, but whatever I have seen are mostly for men like
charcoal, oil clear.
I: You yourself selectively watch men advertisement so do you think mostly they are men in
advertisements?
R: I am not into that much giving of advertisements whatever I have seen I have already
shared like oil clear charcoal etc for bike riders and are targeted at a male audience.
I: But have you used them?
R: No, I haven't because I'm not that much into cosmetics. Do my mum has told me and
influenced me and hence this neem face wash.
I: Do you keep your skin type in mind while buying a face wash?
R: No.
I: Do you know your skin type?
R: No
I: So, for you, it is only for cleaning and not for anything else.
R: No, it is just a substitute to take bath. I wash my face in the night so that in the morning it
doesn't look like dull and all.
I: ok how much does price influence your buying behaviour?
R: Never, I told you before the only price, discounts all these things never influence my
buying decisions. Only the SKUs do.
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I: So you don't get bored by using the same product?
R: No why!
I: So you don't pay much attention while buying.
R: No
I: Do you like to keep your face wash personal or would you be ok with sharing it with your
parents or siblings?
R: I have been staying outside my house for the last 10 years so there isn't a question of
sharing it with my family but I don't mind sharing it with my roommate if he doesn't have one
at the moment.
I: How do you react to a new launch of facewash?
R: actually I have never noticed any new kind of launch but I do remember ustra. They had
an amazing lunch and I was very influenced by it but I had just recently bought a new face
wash packet and then I did not buy it and then I later forgot about it. But it was really an
amazing advertisement and had really had a good impact on me.
I: So you didn't by then.
R: No but I made others by I was an influencer in that case. It was amazing, the launch, the
advertisements were really appealing.
I: What was appealing in them?
R: The way they showed how to face wash affects your face and how can you benefit.
I: Could you please elaborate, because I haven't seen the ad and I cannot imagine.
R: It was like if you have a beard and still you want to use a face wash which can actually
also soothe your beard as well as your face. Many people are trending towards beard. So they
were targeting that segment and were really specific.
I: So, if you want to customise your face wash, what extra what you want in it?
R: I am fine with it whatever it is. But I might add extra some walnut particles in it.
I: Why specifically walnut?
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R: They act as a good Scrub to your skin. At the same time, the cleanse your skin so you get
better results.
I: So you use scrubber as well?
R: Yes
I : So you would want both in one.
R: yes that would be great.
I : Ok Rupesh. Thanks a lot for your time. It was a great interview.
V Appendix 5: Transcript of DI 3
Interviewer: Hi. Hello. This is a depth interview. And I would like to first like to know your
introduction.
Candidate: Hi, my name is Ayush. I'm a young bachelor, pursuing MBA from a graphic era
university in marketing have been born and brought up in Dehradun. I've done my graduation
from a petroleum university specialized in retail management. I am also a working person in
my family-owned business. I hold the franchisee of all Patanjali stores of Dehradun and have
a homegrown business of medicines and beauty products with name NIDCO
Interviewer: I would like to know your regular patterns about face wash. So do you prefer
face wash or soap
Candidate: Soap, No I am using a face wash since 8 yrs.
Interviewer: Were you using soap before that.
Candidate: Previously I was not specific on what am I using to wash my face I used.
Whatever comes in my hand first.
Interviewer: Okay. Are you a brand loyal person, do you choose your face wash on the basis
of the brand, or maybe the ingredients which are into it. So what drives your choice.
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Candidate: I have a really sensitive skin from past two years; I have a lot of acne problems
with my skin. Okay, so my doctor prescribed me with specific soaps, but I came up with
Himalayan neem to be the most suited product for my skin and I have been using it since 2-
2.5 yrs. So yes I am loyal with the brand and ingredients as well
Interviewer: Are you comfortable hovering over in the same brand with different products
Candidate: In the same brand, Yes but I have tried many types in the same brand but it was
not as good as that and because of my problem. Didn't really suit me, so I try not hovering
around, about out of compulsion if I have to, I can
Interviewer: Previously before the acne problem which product do you prefer
Candidate: So, before having these acne problems. Previously I used to use biotech
Interviewer: Okay, So, do you feel the difference after using the product and before using the
product
Candidate: Yes, now my skin feels much better
Interviewer: Do you consider facewash as a personal product and being exclusively used by
you or there is common facewash among you family members/
Candidate: No I don’t consider it as a personal product and have a common facewash

between my sister and me. Its just a tube, I am not sensitive about the fact who uses it.
Interviewer: So do you use specifically gel, cream, foam or any other kind of texture in face
wash
Candidate: I prefer cream Interviewer Any specific reason for this?
Candidate: Definitely see I use facewash twice or thrice a day. Okay, so I buy 2 bottles a
month. But. When I started using foam, I started consuming in five to six bottles. So the
consumption pattern doubled and I felt there was a lot of wastage. Hence I don’t prefer to use
foam
Interviewer: If the price of your face wash brand increases, will you consider switching
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Candidate: No, not at all because since I have been brand loyal for more than 2-2.5 yrs, I
would not be effected by it at all., especially with my skin which is very sensitive. I can’t take
such chance just because of few bugs
Interviewer: What do you think about these promotional activities which are performed for
facewashes
Candidate: I feel these promotional activities have been targeting only the female sector
previously but now the industry is evolving. Now there is a separate range of products for
men and in line with the same promotional activities are too performed so yes previously
there was this way of thinking that face washes are only for females but now things have
broadened there dimensions
Interviewer: Okay. So, you feel these advertisements are now getting evolved. So your
observation about this change, Is it like very recent or a part in past three-four years or maybe
before that
Candidate: Not very recent, but not much before as well. Since I am also working in this
industry as well. This change in trend has been there in around 3-4 yrs
Interviewer: Do you get influenced by these brands advertisements which go about not only
advertisement but any kind of promotional activity, which is being done?
Candidate: Definitely Yes, there are many attractive and eye-catching promotional activities
which keep happening in market So, they are very much attracted to that and then they have
those testers with them, like in the malls, the physical test of the product, I am most
influenced by those campaigns, because as a customer as well as the seller. I feel there is no
better way to give a live example of your product to showcase how it is distinct from others.
Interviewer: Okay, so, in spite of having a sensitive skin if a tester is being applied to you and
you see a good output. So you can maybe switch to it, exclusive to the new product.
Candidate: Yeah, really works yes
Interviewer: That's a good sign. Okay, so my next question is,what about if I launched a new
product. What add on would you like to have in it, apart from your existing products content
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Candidate: I feel there is a lot of pollution in today’s environment, to tackle with it. I would
suggest to add softer to skin but hard on pollutants ingredients. I would even prefer if it has
all in one property like I don’t need to do scrub separately. I would prefer a all in one product
Interviewer: Okay. That's nice.
Interviewer: Since you live in city which is one of the least polluted city and have a climate
different from plain, so do you feel a need to switch your product or may change its
consumption pattern
Candidate: I frequently have to travel for my business purposes, especially Delhi, which is
one of the most polluted cities. Though my product doesn’t change but now instead of
applying 2-3 times a day, I wash my face every 2-3 hrs. So, the frequency of use changes but
not the product
Interviewer: Are you open for suggestions of new products if it is done by your peers
Candidate: Yes, I am. I am open to word of mouth and do consider products if someone
recommends me.
Interviewer: Since you are also in this industry, what changes have you observed in the
buying behaviour of facewash
Candidate: There is a lot of customer awareness about the product now, Different people in
different phases of life show a pattern in their behaviour like adolescence are usually
insensitive to what they are using and its totally on the parents in the product they are using.
People in their early ’20s are up to exploring new products and selecting which fits them
most. This assurity in the product which suits them the most increases with the age, and so
the old age people are totally rigid on the products they have been using since years
Interviewer: So do you assist customers with there buying choices and any specific pattern
you feel is common among most
Candidate: Yes I do suggest customers if they ask. Since most of them know hat they want to
buy, now the assistance have been restricted to when they ask for it. Customers don’t like a
lot of interference in there purchasing, and yes, usually, when a customer comes to buy a face
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wash, it is complimented with a scrub and the setting if the store to have been done
accordingly. So yes, these two products are like with shampoo conditioner.
Interviewer: Since you deal in a brand which is not very old and you have been there in the
business for long. When did you observe a peak in buying of Patanjali facewashes?
Candidate: Patanjali sale is highly driven by baba Ramdev, so customers did purchase it, but
it was not one of the first products which picked up the sale. It was only after the peak
popularity of its may product when customers started pitching in for it. Those who saw
returns stayed and rest switched again. So brand defines a lot of quality factor especially in a
product like face washes for customer
Interviewer: OK, So Ayush, thank you for the interview. I hope you had a nice time.
Candidate. Thank you, definitely
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MARKETING RESEARCH

SUBMITTED BY: GROUP 2 – SEC A

31ST MARCH 2020

Dr. Prantosh Banerjee

Subject: Project report on Consumer Buying Behaviour for Face Wash

The report is enclosed with this letter.

Sr. No. Topic Page Number

3 Approach to Solve the Problem 5

4 Type of Research Design 5

10 Data Analysis: Plan 7

11 Data Analysis: Methods Used 8

14 Details About Research Objective 9

15 Summary of FGDs & DIs 15

16 Conclusion of FGDs & DIs 18

3. Approach to Solve the Problem

4. Type of Research Design

The scaling method is normally used in commercial marketing research studies. It is a

There are mainly four types of measurement scale:

We used the types of measurement scale depends on the requirement.

9. Field Work Done:

10. Plan for Data Analysis

The following steps were taken as a method of data analysis:

12. Management Objective

13. Research Objective

RO 6: To determine whether appeal in terms of fragrance, packaging & convenience

14. Details about the Research Objective

Method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

● Price of the product

The method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

The previously conducted a study to determine the influence of advertisement through

Method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

Methods used for qualitative research:

● Focus Group Discussions

● trends in organic Facewash

Method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

RO 6: To determine whether appeal in terms of fragrance, packaging & convenience

Method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

RO 7: To determine whether income in low, medium, and high ranges influences

Method used for Qualitative review

● Focus Group Discussions

Variables of Interest Identified

15. Summary of FGDs and DIs

Focused Group Discussion-1

Focus Group Discussion 2

Summary of Depth Interview 1

Summary of Depth Interview 2

16. Conclusion from FGDs and DIs

17. SPSS Results:

Results with link to Research objectives

PRICE*ANNUAL FAMILY INCOME

P value (0.122) > 0.05

Discount*Annual Family Income

P value(0.208) > 0.05

Word of Mouth*Age Group