PROJECT REPORT ON

‘consumers' preference of detergent in Navi

Mumbai’

BACHELOR’S OF MANAGEMENT STUDIES

SEMESTER VI
BY
RAJ NANDGAYE
M.19.133
2021-22

SIES (NERUL) COLLEGE OF ARTS

SCIENCE AND COMMERCE
SRI CHANDRASEKARENDRA SARASWATI
VIDYAPURAM, PLOT I-C, SECTOR V,
NERUL, NAVI MUMBAI, MAHARASHTRA
400706
 CERTIFICATE

This is to certify that RAJ NANDGAYE (M.19.133) of Third Year

B.M.S., Semester VI (2021- 2022) has successfully completed
the project on “CONSUMERS’ PREFERENCE OF DETERGENT IN
NAVI MUMBAI “under the guidance of DR NEERA KUMAR.

PROF. ANANYA GON DR. KOEL ROYCHOUDHURY

HEAD OF DEPARTMENT PRINCIPAL

DR. NEERA KUMAR

Project Guide/ Internal Examiner External Examiner
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me the chance
to do this project.

I would like to thank my Principal DR. KOEL ROYCHOUDHURY for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our coordinator PROF. ANANYA GON for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide DR. NEERA
KUMAR whose guidance and care made the project successful.

I would like to thank my college library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me
in the completion of the project especially my parents and peers who supported me
throughout my project.

DECLARATION

I Raj Nandgaye the student of T.Y.B.M.S. Semester VI (2021-

2022) hereby declares that I have completed the project on
“Consumers’ preference of detergent in Navi Mumbai”. The
information submitted is true and original to the best of my
knowledge.

______________________
(Signature of Student)
RAJ NANDGAYE
Seat No: M.19.133
 SIES (NERUL) COLLEGE OF ARTS, SCIENCE AND COMMERCE,
NERUL, NAVI MUMBAI, 400706

Index

SR.NO NAME OF THE TOPIC PAGE.NO

1. INTRODUCTION 5

2. RESEARCH METHODOLOGY 25

3. LITERATURE REVIEW 27

4. INTERPRETATION AND DATA ANALYSIS 36

5. CONCLUSION & FINDINGS 44

6. SUGGESTIONS 46

7. BIBLIOGRAPHY 48

8. ANNEXURE 50
INTRODUCTION

Detergents are frequently used and essential products in

our lives, thanks to their ability to remove dirt, thus
contributing to the reduction of the presence of germs and
to maintaining good personal hygiene. Soap, like all
objects of daily use, has taken on an almost taken-for-
granted connotation, yet its discovery and especially its
use represented a true revolution in the history of our
civilization. The widespread use of soap, along with
personal hygiene practice, has been more effective than
any antibiotic or anti-viral drug against the spread of
severe diseases, such as typhoid, cholera and dysentery.
Throughout the history of our civilization, the need for
efficient washing of skin and clothes pushed many
inventors and scientist to create many types of
substances that facilitated that need. Because modern
detergents found their footing only after the rise of
technology and chemistry of 20th century, our ancestors
focused their attention on production of various soaps.

Origin

The first archaeological proof of existence of soap was

found in ancient Babylon, over 4800 years ago. However,
the inscription found at the pots that were intended for
boiling of animal fat with ash did not provide references of
soap usage. Ancient Egypt provided many evidences of
soap's widespread usage - from exclusive baths, to
providing medicinal care for the skin and tool for more
efficient washing of clothes.
Biblical records from that time also talk about
personal hygiene and use of soap and oil products. Roman
Empire brought the use of soaps, oils and ash mixed gels
to the height of popularity. During that time both public
and nobility used cleaning product regularly, and many
legends surrounded soup (which was by legend first
discovered at Mount Sapo, where fat from sacrificed
animals travelled down and was collected into pools of
soap). After the fall of Roman Empire in 5th century AD,
the tradition of washing disappeared from Europe, which
brought the 1000 years of uncleanliness, poor hygiene and
several waves of deadly plagues (most notably Black
Death in 14th century). After 17th century, public hygiene
and cleanliness returned to Europe which brought the
need for creation of many new cleaning products.

One of the first instances of industrially made cleaning

detergent happened during First World War, when
Germany economy was strained and left without easy
access to soap. In 1930s, commercially available routes
for creating fatty alcohols brought the rise of several
detergent brands intended for industrial use (German
BASF, DEFT and Procter and Gamble from United States
with their famous "Tide" brand). After the end of Second
World War many American war effort factories were
converted for civilian use, and one of the most widely
available products was tetra propylene, which was used in
creation of home detergents.
By 1950s, soap was almost completely displaced as a
means of cleaning clothes in developed countries. One of
the most popular detergents of that time were alkyl
benzenesulfonates, but its inability to be biodegradable
forced the manufactures to create Linear alkyl
benzenesulfonates, which were much more degradable.
Since then, industry of detergents started to grow
exponentially, introducing many new ways of washing and
reaching all four corners of the world.

Here are some of the most notable detergent

related inventions in the last 60 years:
1950s - Creation of automatic dishwasher powders, fabric
softeners
1960s - Prewash stain removers, enzyme pre-soaks
1970s - Multifunctional products (detergent +
softener), liquid soaps
1980s - Detergents with support for cold water washing,
concentrated washing powders
1990s - Aromatic gels, ultra-fabric softeners, super
concentrated powders and liquid detergents
2000s - Biodegradable and green friendly products, water
conservation washing machines, laundry detergent "all in
one" tablets

Types of Laundry Detergent

There are four main types of laundry detergent, and the main
difference is their physical form rather than their ingredients. Both
laundry detergent and laundry soap can be found in these forms.
1. Powder

Powder detergent is a popular choice as it’s one of the cheapest

options. It usually comes in a cardboard or tin box that is easily
recyclable, too.

Pros
 It’s one of the cheaper options.

 Recyclable containers.
 Great for stain removal.
 Brightens and whitens clothes.
 Many contain oxygen bleach which can’t be found in liquid.

Cons
 You have to measure it out yourself, and it can be messy.

 Some brands can leave behind a film residue.

 Some brands of powder detergent don’t dissolve fully in cool
cycles.
 If the box gets wet, it can break and leak.
 Pre-treating stains is a lengthier process.
2. Liquid

Liquid detergents are a hit with many households. They’re easy to

use, effective and they come in a huge range of options.

Pros
 Great for pre-treating stains prior to the washing cycle.

 Different options for colours, whites and darks.

 Easy to dissolve in the cycle.
 Works in all temperatures.
 Most are effective on greasy stains.
 Easy to clean up spills and it’s okay if the carton gets wet.

Cons
 More expensive than powder.

 They usually come in plastic packaging.

 They don’t always come with handy measuring units. It can
be hard to know how much to use for small, medium or big
loads.
3. Pods

Laundry pods are a convenient and easy form of laundry

detergent. If you’re new to laundry, or traveling, this is our top
recommendation.

Pros
 Convenient, pre-measured, pod form.

 Great for traveling, since you can just take the amount that
you need.
 Not messy.
 Many are multi-function including stain removal, odour
removal, colour brightener, and detergent.
 They’re more concentrated, so you’re not paying for a
product that’s mostly water.
 Long shelf-life.
 The coating is biodegradable.

Cons
 There is no pre-treatment option, so you can’t pre-treat a

stain.
 They are the most expensive option.
 Hazardous; children and pets may mistake them for candy.
Always keep them out of reach from pets and children.
 You can’t adjust the portion for smaller loads. For bigger
loads, you need to use more pods.
4. Tablets

Laundry tablets are a less popular version of laundry pods. They

are very similar, but come in a slightly different form. Typically,
they come without a protective coating and don’t contain liquid or
gel. Instead, they are powder, like a dishwashing tablet.

Pros
 Pre-measured and convenient.

 Great for traveling, even just to the laundromat.

 They don’t create mess.
 Many options for sensitive skin.
 Cons
 There are fewer tablet options than pods.

 No pre-treatment option for stains.

 May be ineffective and fully soluble in cooler cycles.
 Can’t be broken up for smaller loads.

Other Types of Laundry Detergent

Powder, liquid, pods and tablets are only a few of your options.
There are many more choices to choose from.

These next types can come in different forms: pods, tablets,

powder and liquid. In contrast, however, they tend to have varying
functionalities.

5. Laundry Balls

Laundry balls, or laundry eggs, are a radical movement in the

laundry room. You can pop this laundry ball into the washing
machine and it will clean your clothes, toxin-free.

Plus, you can reuse these up to 210 times, depending on the

product you choose. It’s the most eco-friendly, zero-waste option
out there. Plus, they work so well. We’ve been using ours for
months and couldn’t be happier with the results.
Major applications of detergents
One of the largest applications of detergents is for household and
shop cleaning including dish washing and washing laundry. These
detergents are commonly available as powders or concentrated
solutions, and the formulations of these detergents are often
complex mixtures of a variety of chemicals aside from
surfactants, reflecting the diverse demands of the application and
the highly competitive consumer market. These detergents may
contain the following components:

 surfactants
 foam regulators
 builders
 bleach
 bleach activators
 enzymes
 dyes
 fragrances
 other additives

Fuel additives
Both carburettors and fuel injector components of internal
combustion engines benefit from detergents in the fuels to
prevent fouling. Concentrations are about 300 ppm. Typical
detergents are long-chain amines and amides such
as polyisobuteneamine and polyisobuteneamide/succinimide.
Biological reagent
Reagent grade detergents are employed for the isolation and
purification of integral membrane proteins found in biological
cells. Solubilization of cell membrane bilayers requires a
detergent that can enter the inner
membrane monolayer. Advancements in the purity and
sophistication of detergents have facilitated structural and
biophysical characterization of important membrane proteins
such as ion channels also the disrupt membrane by
binding lipopolysaccharide, transporters, signalling receptors,
and photosystem II.

Consumer Choice

Customer choice in the grocery store has traditionally been

determined by loyalty to a single brand. This has also been true
for a wide variety of products – from breakfast cereals to toilet
paper. Times are changing, however, and despite the global
detergent market being predicted to grow by 4% annually over the
next five years, 90% of brands (in all product sectors) are seeing a
decline in their market share.

In a growing market, where consumers have traditionally been

fairly conservative in their choices, what can explain this shift in
buying patterns?

Grocery store customers are faced with a bewildering range of

detergent products which, on the surface, all seem to do similar
jobs. Consumers have traditionally demanded very little from their
products; they simply wanted safe and compliant products that
perform as advertised. In recent years, however, various
considerations have been added to this list, including country of
origin, peer influence, social media influencers, price point, brand
image, style statement, and packaging preference. In addition,
more customers are also demanding greener options, such as
refillable products.

Packaging preferences are also an important factor to consider.

Consumers do not necessarily want a standardized pack size, as
some may require smaller packages or bulk buys, depending on
their needs.

There is also complexity in the variety of formats for detergents –

powder, liquid, and single-dose – each with its advantages and
disadvantages. Liquid detergents are good at removing greasy
and oily stains but there is a greying effect because they do not
contain bleach. Powdered detergents, however, are cheaper and
effective on mud stains and ground-in dirt, but they can be
problematic in cold washes. Both liquid and powder suffer from
possible overdosing, which is not only financially inexpedient but
could also leave residue on clothes. Single-dose packs are
generally more expensive, and they lack the ability to match the
amount of detergent to the laundry load. With single-dose packs,
there is also a concern over poisoning, as they are traditionally
more concentrated and can be mistaken for candy by young
children. A survey taken in the US in September 2019 found that
liquid detergents are currently the most popular, with 63% of the
market.

Performance Testing
Manufacturers can differentiate their products in the marketplace
by making claims relating to functionality, usability, durability, or
performance. For example, antistatic effects, the ability to remove
grease or limescale, stain removal, or product lifespan.
Manufacturers will gain maximum impact for their product if
these claims are independently verified. 

In recent years, consumers have increasingly demanded greener

products. Performance testing is also the ideal way to combat the
outdated notion that green products are less effective. By
objectively measuring and evaluating products, comparisons can
be made between products to prove the effectiveness of green
alternatives in comparison to traditional products.

The data gained during performance testing can be used by

manufacturers to differentiate their products in the marketplace,
while also giving them the time to develop and fine-tune new and
existing products.   

Consumer Panels

It is easier for manufacturers to ensure their products meet the

demands of consumers if they know what they want. Consumer
panels provide manufacturers with direct insights into a variety of
questions relating to detergents. These include buying habits,
how consumers rank a product in comparison to its competitors,
and reactions to organoleptic claims (touch, smell, etc.). The data
collected from these ‘naïve’ panels can also be cross-referenced
with the responses from expert panels of industry specialists.  

Panels provide an unbiased insight into the ability of a product to

conform to consumer requirements. In combination with
performance testing, it affords manufacturers with a
comprehensive and independent assessment of their detergent
product. 

How detergents work

Artwork: Detergent molecules (orange) have water-loving

(hydrophilic) heads and water-hating (hydrophobic) tails, which
attach themselves to dirt.
The cleverest part of a washing machine isn't the drum or the
drive belt, the electric motor that spins it around or the electronic
circuit that controls the program: it's the detergent (soap powder
or liquid) you put in right at the start. Water alone can't clean
clothes because it won't attach to molecules of grease and dirt.
Detergent is different. The surfactants it contains are made of
molecules that have two different ends. One end is strongly
attracted to water; the other is attracted to oily substances like
grease.

Suppose you got some grease on your favourite jeans. No

problem! Throw them into the washing machine with some
detergent and this is what happens:

1. During the wash cycle, the surfactant (represented here by

the orange blob) mixes with water.
 2. The grease-loving ends of the surfactant molecules start to
attach themselves to the dirt on your jeans (shown by the
brown blob on the leg). The tumbling motion beats your
jeans about and breaks the dirt and grease into smaller,
easier-to-remove pieces.
3. During the rinse cycle, water molecules (blue blob) moving
past attach themselves to the opposite, water-loving ends of
the surfactant molecules.
4. The water molecules pull the surfactant and dirt away from
the jeans. During the final spin, the dirty water flushes away,
leaving your jeans clean again!

This is why soap and water clean better than either one of these

things alone.

The Current Scenario of Detergent Powder

Industry in Navi Mumbai
Laundry detergent, or washing powder, is a type of detergent
(cleaning agent) that is added for cleaning laundry. In common
usage, "detergent" refers to mixtures of chemical compounds
including which are similar to soap but are less affected by "hard
water." In most household contexts, the term detergent refers to
laundry detergent vs. hand soap or other types of cleaning agents.
In Navi Mumbai, there are some famous brands of detergent
powders such as Surf Excel, Tide, Nirma, Wheel etc.

Surf Excel
one thing must be said about Surf Excel. It is the oldest brand of
detergent powder of the nation and it established the age-old
proverb, ‘Old is Gold’. Many big brands came to market. Some of
them retained their hold in the market and some perished. But
Surf Excel always maintained their product quality. They edged
above the competitors in terms of TV Ads.

Tide

The household chore of doing the laundry began to change with

the introduction of washing powders in the 1880s. These new
laundry products were pulverized soap. New cleaning-product
marketing successes, such as the 1890s introduction of the N. K.
Fairbank Company's Gold Dust Washing Powder (which used a
breakthrough hydrogenation process in its
formulation), and Hudson's heavily advertised
product, Rinso, proved that there was a ready market for
better cleaning agents.

The Tide trademark is an easily recognized, distinctive orange-

and-yellow bulls-eye. This original logo was designed by Donald
Deskey, an architect and famous industrial designer. The logo
was slightly modified for the product's fiftieth anniversary in 1996,
and remains in use today.
Tide was the first product to be nationally packaged using Day-
Glo colours—strikingly eye-catching when first introduced in 1959.

Nirma
In 1969, Dr. Karsanbhai Patel, a chemist at the Gujarat
Government's Department of Mining and Geology manufactured
phosphate-free synthetic detergent powder, and started selling it
locally. The new yellow powder was priced at ₹3.50 per kg, at a
time when HLL's Surf was priced at ₹13. Soon, there was a huge
demand for Nirma in Ruppur (Gujarat), Patel's hometown. He
started packing the formulation in a 10x10ft room in his house.
Patel named the powder as Nirma, after his daughter Nirupama.
Patel was able to sell about 15-20 packets a day on his way to the
office on bicycle, some 15 km away. By 1985, Nirma washing
powder had become one of the most popular, household
detergents in many parts of the country.
By 1999, Nirma was a major consumer brand, offering a range of
detergents, soaps and personal care products.

Wheel
A dominant market leader in the detergent segment, Wheel
Washing Powder is known for its great cleaning ability with
minimum effort. The new formulation of Wheel Washing Powder
is enhanced with the fragrance of thousand flowers as well as the
power of lemon, thus not only removing the tough dirt in your
cloth, but also leaving clothes smelling of a thousand flowers well
after washing. The convenience provided by Wheel Washing
Powder has relieved many housewives from the laborious laundry
process of the traditional Ball Soaps.

Rin
Rin Advanced Detergent Powder is a cleansing agent the latest
technology that ensures the removal of rigid stains and dirt
patches conveniently. Powered with the advanced 'Bright Clean
Technology', This Detergent Powder is set to give astounding
results with every wash using minimal quantity-1 scoop for bucket
wash and 2 scoops for machine wash. Equally effective on both
white and coloured clothes, it makes washing clothes an
effortless chore. Make your clothes whiter and brighter along with
a long-lasting fresh fragrance post every wash with this easily
dissolving formula by Rin. Rin is a renowned and trusted brand
known for its extraordinary cleansing capability along with easy
operational methods.

Ariel
Ariel removes tough stains in 1 wash, in whichever format that
best suits your needs. From washing powder to washing liquid,
our detergents will help you remove even the most stubborn
stains, while keeping your whites brilliant and your colours bright,
load after load. Ariel Matic products are especially great for
heavily stained clothes in fully-automatic washing machines,
providing you with a quick and effective clean. Ariel leads the way
in laundry detergent innovation. Thanks to near 50 years spent
discovering what the women of this world need, Ariel has
developed the staples of the laundry room throughout the ages.

Research Methodology

Objectives of the study

 To find the frequency of using detergent.
 To examine the reason for preference of detergent.
 To know the best brand of detergent in the opinion of buyers.
  To identify the preferred brand of liquid detergent.
 To study what influences the consumers decision to buy a
particular brand of detergent.

Area of study
This study only covers selected respondents of Navi Mumbai.

Sample Size
It is the total number of respondents targeted for collecting the
data in the research. A sample size of 100 has been taken for this
research.

Period of Study
This study was undertaken during the period of January 2022 to
March 2022.
➢ Primary data and secondary
data are used for the study.
This study will use the questionnaire survey method for collecting
data. The advantages of questionnaire survey method are
providing quick, inexpensive, efficient and accurate means of
assessing information about population. A questionnaire was
developed to obtain the responses from Navi Mumbai consumers
about their opinions on various research variables. The detail
contents of the questionnaire, including the statement of
questionnaire items and ranging or the scale were shown in
Appendix.

Sampling frame
As we all know that sampling frame refers to the source material
from where sample is being drawn. For my thesis I have chosen
those people as my sample who purchase the packaged
detergent powder and respondents will be drawn from the both
residential areas and our university.

Primary Data - The primary data will be collected through

questionnaire filled up by the students of our students as well as
some of the consumers from the residential areas.
Secondary Data - Apart from primary data secondary data will be
collected from the literature review, internet, articles, information
provided by the detergent powder manufacturing companies etc
 The survey will be conducted through the use of an online
questionnaire. The chosen strategy enables us to reflect the
perception and behaviour of customers purchasing detergent
across Navi Mumbai.

Statistical Tools used for Analysis of Data

Statistical tools used for analysis of data are as follows:

 Table: A list of facts or figures, usually arranged in rows and

columns down a page.

 Charts: A chart is a graphical representation for data

visualization, in which the data is represented by symbols,
such as bars in a bar chart, lines in a line chart, or slices in a
pie etc. A chart can represent tabular numeric data,
functions or some kinds of quality structure and provides
different info.

 Graphs - a diagram in which a line or a curve shows the

relationship between two quantities, measurements, etc.

Limitations of the study:

➢ The main limitation of the study was time period.
➢ The study is restricted to selected respondents.
➢ The study is restricted across a limited demographic area.
➢ The study is conducted purely for academic purposes.
➢ As the study is on consumer perception, so it may differ
according to situations
➢ The study depends on the availability of the customers.
➢ The study depicts customer strength to a wider market network.
➢ The data are collected through questionnaires.
➢ It is based on the expressed opinion of the Sample respondents.
➢ The respondent’s response may have a bias, which may not give a
true picture about the chosen research topic.

Literature Review

Rita Kuvykaite (2009) has descriptive research. According to Rita

package attracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions
about product. Also, package imparts unique value to products
(Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works
as a tool for differentiation, i.e., helps consumers to choose the
product from wide range of similar products, stimulates
customers buying behaviour (Wells, Farley & Armstrong, 2007).
Thus, package performs an important role in marketing
communications and could be treated as one of the most
important factors influencing consumer’s purchase of package,
its elements and their impact on consumer’s buying behaviour
became a relevant issue. He is basing on theoretical analysis of
package elements and their impact on consumer ‘s purchase
decision empirically reveals the elements having the ultimate
effect on consumer choice. Research methods that Rita has used
are systematic and comparative analysis of scientific literature;
empirical research. There are six variables that must be taken into
consideration by producer and designers when creating efficient
package: form, size, colour, graphics, Material and flavour.
Similarly, Kotler (2003) distinguishes six elements that according
to him must be evaluated when employing packaging decisions:
size, form, material, colour, text and brand. The research result of
Rita shows the impact of package elements on consumers
purchase decisions can be stronger. He has concluded that
package could be treated as one of most valuable tools in today’s
marketing communications, necessitating more detail analysis of
its elements and an impact of those elements on consumers
buying behaviour. The impact of package and its elements on
consumer’s purchase decision can be revealed by analysing an
importance of its separate elements for consumer’s choice. Bed
Nath Sharma Dec. 2008 studied “New Consumer Products
Branding, Packaging and labelling” in Nepal. This paper focuses
on existing practice of branding, packaging and labelling of new
products in consumer product manufacturing units. The study
method was descriptive presentation of facts collected through
questionnaire survey concerned with different section of
consumer new products (soap, biscuit, noodles, cigarettes,
detergent powder) and the study further investigates the new
consumer product packaging and labelling status in
manufacturing units. They are aware about the value of
packaging and labelling. - 7 - Majority of the consumer products
84.37% (27 out of 32 responses) are using product label as a
simple tag attached to the product or an elaborately designed
graphic that is part of the package. Alice Louw (2006) has studied
The Power of Packaging the people belonged to Age 20-30 years
old University graduates were taken for research.20 respondents
were asked to rank 5 water bottles in terms of their overall appeal.
Following this, they were given a questionnaire and asked to rate
each of the bottles on 20 statements related their packaging. For
the remaining 20 respondents, the order of the process was
switched: they rated the bottles first and then ranked them. The
statements ranged from functional attributes (e.g., easy to drink
from, right size) to more emotive, non-functional attributes (e.g., I
like the colours, high quality). For both groups there was a clear
winner and a clear loser in terms of the rankings. However,
although the top brand chosen was consistent in both groups, the
worst brand differed. This Packaging plays an important role in
the marketing context. His research results that right packaging
can help a brand carve a unique position in the marketplace and
in the minds on consumers. John Th. Gersen (2000) worked on
“The Ethical Consumer”. Moral Norms and Packaging Choice
published in Journal of Consumer Policy Kluwer Academic
Publishers which was printed in the Netherlands. The paper
presents a study of a case with these two characteristics and one
of them was: Danish consumers’ choice of environment-friendly
packaging. With regard to this case, the evidence supports the
claim. A majority of Danish consumers have developed personal
norms about choosing environment-friendly packaging and the
personal norm is a significant predictor of their (self-reported)
propensity to choose environmentfriendly packaging in the
supermarket. Renaud Lunardo (2007) has great research on the
influence of label on wine consumption and its effects on young
consumers’ perception of authenticity and purchasing behaviour
The main objective of the paper is to identify the effects of
authenticity on purchase behaviour. They used a repertory grid
(RG) approach as a methodological framework in order to know
which pattern of features is better at inducing purchase. All the
relationships between authenticity provided by the label of bottles
and consumer behaviour attributes (performance risk, perceived
price and purchase intentions) have all been tested by using linear
regressions. This study was intended to provide a more complete
understanding of the influence of the - 8 - authenticity perceive
from the label of bottled wine. As an attempt to extend the
research on the influence label of bottled wine can have on
consumers’ decisions of buying, the current it is clear from these
findings is the major role played by labels. L Renaud 2007 worked
on The Influence of Eco-Labelling on Consumer Behaviour. The
main objective of this study was to assess the relative importance
of the labelling in Packaging compared to other product attributes
(like brand, price, etc.) for consumers’ buying decisions. The
methodological approach that they chose was discrete choice
analysis, which is particularly powerful for this kind of analysis.
Further this study attempts to analyse if the importance of the
labelling and packaging differs between product groups. They
surveyed a total of 302 customers; Two thirds of the interviews
were conducted in the German-speaking. The Variables chose
within this study are, present mood, time, buying purpose with
regard to sustainability marketing, Time. The most important
result of analysis is the significant willingness to pay for
Packaging energy efficient products. Adelina Broadbridge & Henry
Morgan (2007) have done a research o consumer buying
behaviour and perception toward retail and brand baby products.
A two-stage research methodology consisting of both qualitative
and quantitative research techniques was adopted. The
population was defined as ‘parents of children under the age of
five who use baby care products. Both the qualitative and
quantitative research showed that respondents adopted similar
risk reduction strategies in their purchase of baby care products.
This research investigated consumer perceptions and buying
behaviour of baby care products. The results of the primary
research indicated that consumers need to feel confident with the
product in terms of reliability and performance and packaging.
Rita Kuvykaite, Aistė Dovaliene, Laura Navickiene (2009) worked
on impact of package elements on consumer purchase decision
economics & management. Material are the most important
visual elements for purchasing both milk and detergent powder
whereas, in this case form, colour and graphic could be treated as
unimportant elements of package. When analysing importance of
verbal elements, it could be stated that product information for
milk and detergent powder and country-of-origin are the most
important elements. Furthermore, it’s worth to add, that producer
and brand couldn’t be underestimated too, because the
importance of both of these elements is treated by customers
above the average. Comparing - 9 - the impact of visual and verbal
elements of package on consumer’s purchase decision it could
be stated that verbal elements are more important than visual
ones, when purchasing both milk and detergent powder.
According to the research model developed the impact of
package’s elements on consumer’s purchase decision depending
on time pressure, consumer’s involvement level and individual
characteristics were analysed. Ulrich R. Orth (2009) worked on
Packaging Design as resource for the construction of Brand
Identity. A thorough review of the literature on packaging design
reveals that there are no meaningful guidelines for developing
holistic packaging design, Shapes, Finishes, Sizes, Images,
Typography, Colours, Impressions, Purchase Intention, and Brand.
This research was conducted by collecting information and data
in four stages. First, a review of the branding literature determined
a list of strategically relevant brand impressions for wine. Second,
appropriate wine packaging design elements were identified and
a sample of real and representative designs was selected. Third,
professionals in the design and advertising industry rated wine
packaging designs on the previously identified design elements.
This research aimed at generating guidelines for managing
strategic brand impressions, namely brand identity created by the
wine packaging design Kriti Bardhan Gupta (2009) has study on
Consumer Behaviour for Food Products in India. Primary data was
collected from 326 respondents in Uttar Pradesh and National
Capital Region. The relative importance of various food
purchasing criteria was estimated for four different food
categories, food and vegetables; milk and milk products; food
grains and pulses; and processed foods on 1-5 scale. The present
study explored the consumer behaviour for food products in India
from different perspectives. People accepted the fact that their
food habits get affected with the shifting to a new region but
many basic buying and consumption behaviour do not change.
Some of the changes in buying and consumption behaviour of
relocated people, which were observed after their settlement to a
new region, were not significantly different from the level of
changes in behaviour of non-moving people. However, compared
to the last 10 years, people have started preferring more healthy
foods and are willing to try out new dishes. They tend to learn
cooking and eating new food items after relocation without
discontinuing their traditional food items. There is also influence
of children on the type of food items that they eat. This paper has
shown that impulse buying is indeed a relevant factor in CE
retailing, thus justifying the use of sales packaging. However,
optimization is still important. From an economical and
environmental perspective, it is very costly to apply sales
packaging (with additional material use and transport volume) to
products that do not need them, or to apply them in an ineffective
way. Economical costs and environmental impact can be
expressed in a single score, indicating the packs performance. To
allow proper management of the pack design the sales
performance should be expressed in as simple a way as possible,
preferably also a single score. As calculating the sales
performance is impossible a test will need to be used. The
pressure from time-to-market in the CE industry, demands that
the test be relatively simple. S Nuntasaree and Dr. E Barry (2008)
published a paper with subject of a model of male and consumer
behaviour in buying skin care products in Thailand. The
conceptual model of male consumer behaviour in buying skin
care products beliefs in product attributes: Quality, Price, Brand,
Packaging, Advertising, Promotion, Salesperson, and Distribution.
This study used a quantitative research method. A convenience
sample with a shopping mall-intercept technique was employed
for the sampling method. The closed-ended questionnaire
developed from standard questions of relevant literature was
chosen as a research instrument. The Statistical Package for the
Social Sciences program (SPSS) version 15.0 was used in this
study with a 0.05 level of significance for all of the statistical
assessments. The data set was screened and examined for
incorrect data entry, missing values, normality and outliers.
Several studies have investigated issues such as packages as a
means of attracting the attention of consumers (Underwood et al.,
2001; Garber et al., 2000; Goldberg et al, 1999; Schoormans &
Robben, 1997). Other studies researched packages as a means of
communication as well as a means of communicating brand and
product meaning (Underwood & Klein, 2002; Garber et al., 2000,
Schoormans & Robben, 1997; Gordonet al., 1994; Homer & Gauntt,
1992; Rigaux-Bricmont, 1981; McDaniel & Baker, 1977). Packages
are found to attract attention (Underwood et al., 2001; Garber et
al., 2000; Goldberg et al., 1999; Schoormans & Robben, 1997). In
fact, Goldberg et al. (1999) found that by dismissing such non-
verbal signs as colours, the attention to verbal signs can be
increased. Pictures on packages are emphasized to attract
attention, particularly when consumers are not very familiar with
the brands (Underwood et al., 2001). Furthermore, packages are
claimed to attract attention when their appearances are not
typical within a product class (Garber et al., 2000; Schoormans &
Robben 1997). In other words, - 11 - past research has discovered
that deviating packages attract attention. Other studies show that
deviating package colours and shapes attract attention (Garber
Etal., 2000; Schoormans & Robben 1997). Underwood (2001), on
the other hand, found that pictures on packages attract attention
particularly in cases when consumers are less familiar with a
brand. Studies that have focused on other single signs than
pictures on packages have found that such single package signs
as colours (Gordon et al., 1994), brand names (Rigaux-Bricmont,
1981), and materials (McDaniel & Baker, 1977) convey brand
meaning. Pires Gonçalves, Ricardo (2008) worked on Product
Characteristics and Quality. When they choose among competing
products consumers are faced with quality and product
performance uncertainty, hence, they rely on cues as extrinsic
attributes, for instance brand, price, package and warranty, as
signals of perceived quality. Little research has been done on
packages as extrinsic attributes used by consumers as signs of
perceived quality, thus this study is a small contribution to that
lack of scholarly research on packages. Colours and shapes are
important elements of marketing strategies, and they are both
essential features of packages, especially in product labels.
Labels are one of the most important features of product
packaging, and they are designed to communicate a message.
The model proposed in this study builds on previous models of
consumer quality perception and signals of quality from product
cues. In this research, colours and shapes combinations in labels
are considered as the extrinsic attributes used as signals of
quality by consumers. Liang Lu (2008) worked on a paper:
Packaging as a strategic tool University of Halmstad School of
Business and Engineering. Packaging is an important part of the
product that not only serves a functional purpose, but also acts as
a mean of communicative information of the products and brand
character. Packaging must be functional; it must protect the
products in good storage, in shipment and often in use. Besides, it
has also the function that can give customers the ease of access
and use on the purpose of convenience. After looking at Kolter
theory about packaging, we will turn to different theory relating to
packaging design and its important elements in order to help us
to solve the first research question. Judy Rex, Stuart Wai and
Antonio Lobo (2003), have done an exploratory study on the
“Impact of Colour and Packaging as Stimuli in the Decision-
Making Process” for a low involvement non-durable product. The
consumers and the manager agreed that important factors when
deciding which packet of potato crisps to purchase were the
quality, the brand - 12 - and the price of the product, with flavour
also being an important factor for the consumers. The consumers
used a constant sum scale to rate the six attributes of flavour,
quality, brand, price, size and shape, and the colour of the
packaging. K Sony (2008) studied the consumer responses
toward attribute framing in product packaging. The main purpose
of this study is to investigate the impact of message framing,
level of involvement, and numerical difference on consumer
response. Fresh-milk product was chosen as the object for
experiment. This study has the following suggestion for
packaging design based on the findings. Fresh milk is commonly
considered as health-related product. The study is advantageous
in giving marketers a more thorough picture of how message
framing affects consumer response in various numerical
alternatives and level of involvement. It will also be helpful in
developing successful packaging strategy. For future study,
different types of products can be investigated further. Assoc.
Professor Jane (2005) arranged a program named “Consumer
Response to Sponsorship Leveraged Packaging” (SLP). Structural
equation modelling (SEM) was used to analyses the data from the
experiment. This program of research aims to test a model that
examines the structural relationships between SLP and consumer
attitudes and purchase intentions toward the sponsors’ products
as well as the factors that impact this relationship. Research
suggests sponsorship leverage packaging may act in a similarly
way to celebrity endorsement on product packaging, implying that
FMCG brands may benefit from marketing strategies that
communicate the sponsorship relationship on packaging. It is
critical that brand managers identify the affect SLP has on
consumer behaviour and evaluate the degree to which it can
enhance communication of the sponsorship relationship in the
marketplace. This paper outlines a framework of consumer
response to SLP, proposing a three-step process of exploratory
and experimental methodologies. The outcomes from the
research will contribute to a better understanding of sponsorship
effects on consumer behaviour and provide managers with the
means to develop more effective branding strategies and
promotions.

Data Interpretation

Figure 1.1

Figure 1.1 represents the gender group of the consumers who

participated in the survey. The number of female respondents is
slightly more than the males which may suggest that females are
more active in detergent purchasing than males since most of the
detergent advertisements traditionally displays the struggles of a
woman while washing clothes. Those advertisements are more
appealing towards women.

Figure 1.2
This figure suggests that most consumers are young adults
between the age of 25-35.

Figure 1.3

Figure 1.1 represents the detergent brand preferences of the

consumers across Navi Mumbai. It implies that Tide slightly
edges the other brands in terms of purchases. The other
detergent brands are almost equally favoured by the consumers.
This represents that there is no particular brand that holds a
monopoly over the detergent market.
 Figure 1.4

 Figure 1.2 represents the purchasing patterns of the consumers

over multiple periods of time. We can observe that most
consumers prefer to purchase detergent on a monthly basis
which isn’t surprising at all given that most Indian households
purchase their groceries once a month and they prefer to pick up
their detergent during that time. It can also be seen that there is
quite a significant amount of people purchasing their detergent
weekly which would happen because of some factors.
Consumers maybe attracted towards the lower pricing of smaller
detergent packages that are available exclusively in every store
nowadays. For example, the classic Surf Excel Easy Wash sachet
which is available for Rs. 10 and it is sufficient to wash one set of
clothes.

Figure 1.5
 This figure represents the various outlets through which
consumers prefer to purchase their detergent. It is no surprise to
see most of these consumers pick up their detergent from
convenience stores like DMart, Wallmart, Daily Needs etc. which
are really popular outlets among most of the consumers since
they can purchase almost all of their groceries there. The
seasonal discounts and availability of multiple brands of
detergent in various sizes may also play some factor which
attracts consumers to pick up their detergent from convenience
stores most of the time.

Figure 1.6
 Price is a very crucial factor in the consumer buying process.
They think and assess about the price of the detergent before
picking it up, sometimes regardless of the effectiveness and
efficiency of that detergent. The majority of the consumers spend
between Rs. 3000-4000 on a yearly basis which seems
reasonable to the common consumer since detergent is a
necessity commodity for everyone. 5.4% of the consumers spend
more than Rs. 6000 per year which may represent multiple
members in their families or small traders which may purchase
detergent in bulks at a discounted price to then re-sell again in
small markets.

Figure 1.7
 Detergent powders and bars were really popular back in the days
but it seems that nowadays detergent liquids are being favoured
across the consumers. Tide, Rin, Surf Excel and many other
detergent brands have launched their own detergent liquids a few
years ago and it has been a success in the market since then.
Easier to carry, easier to apply and the liquid doesn’t clump up in
the bucket/washing machine while washing like the powder does
sometimes, some of these factors may have been influential
towards their popularity in the market. Detergent bars are often
purchased by people who would wash their clothes by hands in a
bucket. 13.5% of the consumers are included in that category and
maybe they don’t have a washing machine at home which would
play a factor in their buying behaviour. Detergent tablets and
laundry balls do the job as well as the liquid and powders but their
availability in every store might be a reason behind their lower
purchase preference.

Figure 1.8
 No surprise here since every household has a washing machine
nowadays and it has become more of a necessity in this time.
People usually prefer to put all of their clothes in the machine and
it saves them a lot of time and energy instead of washing their
clothes one batch at a time in a bucket.

Figure 1.9

 This chart implies that almost 50% people stick with their own
preference of detergent. It would look like these consumers don’t
give a second thought about their detergent once they find the
best one which suits them. Another factor maybe that they don’t
 think it is worth their effort to research about other brands or try
other detergents since it seems like an unnecessary chore. 28.1%
of the consumers are open to other brands as they constantly
look out for the better product to make every penny worth it.

Figure 1.10

 This chart shows us almost equal balance of monthly income in

most households. This data maybe skewed because of the small
sample size considered for the data collection. The monthly
income may play some part in consumer buying process. They
would want to accommodate their purchases while staying in
their budget and hence they purchase the detergent that best
suits their needs and budget accordingly.

Figure 1.11
 The figure 1.9 implies that the 31.3% consumers are not exactly
satisfied with their purchases and they would prefer that their
preference of detergent would actually work better like they show
us in the advertisements. For example, the infamous Tide
commercial which gives us the impression of cleaning up dirty
white clothes with a quick swipe of Tide washing
powder/detergent liquid to get crystal clear white colour with no
signs of any stains. 21.9% consumers feel pretty satisfied with
what they’re getting. They would assume that they’re getting the
product that they paid for which is good enough and gets the job
done even if it isn’t as picture perfect as shown in the
advertisements.

Figure 1.12
 This pie chart displays the importance of packaging of detergent
products in the market. 40% of the consumers surveyed believe
that attractive packaging has an impact on their buying decisions.
Another 40% of the consumers are not sure about the packaging
but it may suggest that sometimes vivid packaging and attractive
fonts may grab their eyes and it might have some influence on
their buying decisions.

Figure 1.13

 Price, fragrance, packaging and the influence of celebrities in the

endorsements play almost an equal factor according to figure
1.10. The price of the detergent edges out the other factors by a
 small margin since the majority of households are middle-class
and for them price is one of the more important factors while
making purchases. Packaging is also quite a crucial factor with
28.1% consumers preferring a nice packaging for their detergent.
Good packaging is not only easier to carry and move around but it
also brings more durability and accessibility to the product. For
example, the Surf Excel liquid detergent is available in a tall
container with a cap which can also be used to measure the liquid
before pouring it into the washing machine or the bucket. These
small things make everyday lives easier for most of the
consumers and it might play some role in the consumer buying
behaviour.

Figure 1.14

 According to the survey, most of the consumers think that their

product is really great and suitable to their own preferences and
they seem satisfied with the product. A whopping 40.6%
consumers gave 10/10 rating to their preference of detergent.
25% of the consumers gave 7/10 rating which may be due to the
fact that they’re getting what they paid for or maybe they are
unsatisfied with the actual results of their detergent in
comparison with what they’ve seen in the advertisements.

Conclusions & Findings

o Package could be treated as one of most valuable tools in
today’s marketing communications in detergent powder,
necessitating more detail analysis of its elements and an
impact of those elements on consumers buying behaviour.

o Appropriate and vivid picture or packaging colour which

delivers them a happy feeling, or an easy
handle/open/dose/dispose package shape. All these elements
contribute each important effort to catch consumers’ attention
and interest. Besides each element’s single function, we think
that a good combination of those elements may let this
product (detergent powder) more eye-catching and attractive.

o Consumers’ imagery extends beyond perceived price or

anything to the producers themselves. Renowned
manufacturers always enjoy a good market penetration than
the other manufacturers as consumers are always readily
available to take the products from the renowned
manufacturers (brand). This thing leads to a positive purchase
intension
o Still now consumers judge a product (detergent powder) on the
basis of quality. If the product quality meets consumers’
expectation, then there will be no hindrance of a detergent
powder of being established. Listed features can ensure the
quality product:
 After washing good clothes condition.
 Best washing capabilities & stain derivability
 Good fragrance
 Good hand condition (after use)
 Outstanding packaging

o Consumers always go for those products which are readily

available in the market and they can get it any time when they
need. So, ensuring availability will lead to consumers’ purchase
intention.

o Price should be in an affordable range and the pricing must be

relevant to the size so that the consumers can easily consume
it and become the permanent consumer. Affordable &
competitive pricing should be offered to beat the competition.

o Choose the best medium for communication which easily

reaches to the target consumers. To communicate with the
consumers, easily available mediums like TVC, Online ads,
Paper ads can be followed. TVC is the best medium to
communicate with consumers and at the same time online ads
can be offered as this is an emerging medium to communicate.

o Survey tells that, number of dissatisfied customers’ portion is

bigger and this portion shifts or converts into the new product.
 Reasons behind dissatisfactions are:
 Unsatisfactory product performance
 Deterioration of product quality with the passage of time
 Rivals bring better product at same price level

o Consumer perception has a vast area. Quality, Price,

Promotional activities, Features, Satisfaction level and
availability are some attributes of the perception. Because of
the time constraints and limitations of information force me to
work only in these factors. Ensuring quality product, using
brand fame, ensuring easy availability in the market,
maintaining fair price, effective promotional mediums will build
any brand exponentially. If a detergent brand satisfies the
consumers, then these satisfied consumers will become the
ambassador of the product who will help to develop the
market.

o The pandemic also caused a sharp reduction in acquisition

costs, as online advertising costs per impression were cut in
half. The leading industry players like Unilever as well as
smaller businesses are experimenting with subscription
models and auto-replenishment to retain their customer base.

o The formal sector, with its increasing ability to influence

consumers through advertisements, is rapidly expanding its
market share. The market for synthetic detergents was valued
at about Rs 112 billion as of 2012–13, with a compounded
annual growth rate (CAGR) of three per cent. The machine or
automatic wash sales has been dominated by powder
detergents (vis-à-vis liquid detergents), with a 98 per cent share
 in the market and a size of Rs 18,700 million. However, a much
bigger segment of the market is the non-automatic or the hand-
wash category, which has a size of Rs 85,466.8 million. It is
also dominated by the powder detergents but by a smaller
percentage compared to the machine-wash category, at about
68 per cent. The remaining contribution comes from the bar
detergents. Hand-wash detergents have shown an impressive
growth rate of 8.8 per cent CAGR since 2005, which has
contributed to the growth in the overall detergent market.

Suggestions
 To appeal to customers who wish to spend less money on a
single transaction, the company should distribute its detergent
products in various package sizes based on weight. 
 Surf excel gives periodic price discounts and frequently revises
its rates. The offers are of two types: one is a quantity discount
given on bulk purchases, since it wishes to instil the culture of
bulk purchasing in consumers in India in order to increase
efficiency in its activities, and the other is seasonal discounts.
 Hand washing is aimed at people in the middle class who
cannot afford or do not want to use a washing machine. The
detergent powders, liquids and tablets should be available in
small sachets so these people can purchase in lesser
quantities which may also provide a feeling of relaxation if they
didn’t like the product.
 Top level brands like Tide, Surf Excel, Nirma etc have used
numerous themes to highlight youngsters in its ad campaign in
order to develop an emotional connection with clients. For the
ad campaigns, these firms have recruited a variety of TV and
movie superstars. Billboards, posters, and print media such as
newspapers, magazines, and major radio stations have also
been used by these corporations. Advertisements have a keen
impact on the minds of the consumers and therefore
advertising strategies should be worked upon.
 Surf excel, a market leader in India's detergent business, has
consistently developed and launched new product forms to
meet the evolving needs of Indian customers. With taglines like
“Daag Acche Hain”  is deeply imprinted in Indians’ subconscious
mind, Surf Excel has been successful in capturing the place in
everyone’s subconscious minds. This kind of marketing and
advertisement is crucial to imprint the products on the
consumers’ mind. Catchy taglines are key to immerse
consumers towards the brand.
 The ultimate goal of any detergent is the same, i.e., cleaning
clothes. This makes it crucial for marketers to gauge the
consumer psyche to ensure that a specific brand stands out
amidst the market clutter to win the attention and loyalty of the
consumers. The effectiveness of the detergent shouldn’t be
compromised because it is one of the most important factors
considered by the consumers.
 The right message should reach the right people to make the
desired impact. Most of the decisions regarding household
products in India are mainly taken by women, considering they
are the homemakers (in most cases). Identifying this, Tide has
 constantly made women the focal point of their advertising
campaigns.
 Owning a washing machine can still be a luxury in middle-class
Indian households, making manual washing prevalent. In 2009,
Tide introduced their new range of products Tide Naturals with
lemon and sandalwood extracts which are less harsh on hands
while washing clothes. This showed the consumers that the
brand understood their pain points. Without anything to
connect to the common consumer, it won’t attract him towards
the brand so relatability from the product is crucial to catch the
attention of the consumers.
 In 2017, Tide came up with the #CollarUpWithTideCampaign,
conveying the message that dirty collars serving
embarrassment are a thing of the past with the arrival of the
New & Improved Tide Plus. Once again, realizing the influence
of women as homemakers making their families look
presentable, Tide promoted this campaign through actresses
like Mouni Roy and Namrata Shirodkar.
 Indian consumers aspire to buy top brands but are also pretty
price sensitive. The detergent brand should be able to bridge
this gap and find a perfect blend between the two conditions.
 Blending humour with everyday situations faced by the
common man, Tide has created a high RQ i.e., relatability
quotient in the market. Campaigns
like #TideWhite, #TideUltra, #TideGivesExtra,
and #CollarUpWithTide have struck a chord with the public and
enhanced the emotional engagement of the brand.
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detergent/

htt ps://www.britannica.com/technology/detergent

htt ps://core.ac.uk/download/pdf/33797817.pdf

htt ps://www.tandfonline.com/doi/abs/
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htt ps://pubmed.ncbi.nlm.nih.gov/17898499/

htt ps://www.science.gov/topicpages/p/
powdered+laundry+detergent.html

htt ps://www.coursehero.com/fi le/88795842/BRM-Report-Rdocx/

htt ps://projectreportbank.com/product/detergent-powder-project-
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htt ps://ti de.com/en-us/our-commitment/americas-number-one-

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 Appendix

Q.1 Full Name

________________________________________________________________

Q.2 Email
________________________________________________________________

Q.3 What is your gender?

 Male
 Female
 Other
Q.4 What is your age?
 15-25
 25-35
 35-45
 Above 45
Q.5 Which brand of detergent do you use?
 Tide
 Rin
 Ariel
 Nirma
 Surf Excel
 Wheel
  Other

Q.6 How often do you buy detergent?

 Weekly
 Monthly
 Fortnightly

Q.7 Where do you normally purchase detergent?

 Malls
 Convenience stores
 Pharmacy
 Bazaars
 Online

Q.8 How much money do you spend on detergent on a yearly

basis?
 Rs. 2000-3000
 Rs. 3000-4000
 Rs. 4000-5000
 Rs. 5000-6000
 More than Rs. 6000

Q.9 Which type of laundry detergent do you use?

 Detergent powder
 Detergent liquid
 Detergent bars
 Laundry balls
  Detergent tablets

Q.10 What do you look at while purchasing the detergent?

 Price
 Effectiveness
 Fragrance
 Packaging
 Celebrity endorsements
Q.11 Does attractive and vivid packaging appeal to your buying
decision?
 Yes
 No
 Maybe

Q.12 How do you use your detergent?

 Washing machine
 Bucket

Q.13 Do you try to switch up detergent brands to check out other

products?
 Yes
 No
 Sometimes

Q.14 What is your monthly household income?

 Rs. 15000-30000
  Rs. 30000-45000
 Rs. 45000-60000
 Rs. 60000-75000
 More than Rs. 75000

Q.15 What changes would you like to make to your choice of

detergent?
 None. It is great as it is
 Effectiveness
 Fragrance
 Texture
 Packaging

Q.16 Out of a max score of 10, what rank would you give to your
detergent?