Business research methology Assignment Synopsis on Customer attitude towards deodorant Date: 09-03-2011

Submitted to: Prof Sudhir .M Faculty Justice K.S. Hegde Institute of Management NMAMIT,Nitte

Submitted by: Madhuri Kamath Bharath S. Rao Jayanth Kothari Abhishek N Khwaja Naveed

1.1 Introduction;
Human perspiration is largely odourless until it is fermented by bacteria. Bacteria thrive in hot, humid environments. The human underarm is among the most consistently warm areas on the surface of the human body, and sweat glands provide moisture, which when excreted, has a vital cooling effect. When adult armpits are washed with alkaline pH soaps, the skin loses its acid mantle, raising the skin pH and disrupting the skin barrier. Bacteria thrive in high pH or base environments. Creating such an environment in the armpit makes it more susceptible to bacterial colonization. The bacteria feed on the sweat from the apocrine glands and on dead skin and hair cells, releasing 3-methyl-2-hexenoic acid in their waste, which is the primary cause of body odour. Underarm hair wicks the moisture away from the skin and aids in keeping the skin dry enough to prevent or diminish bacterial colonization. The hair is less susceptible to bacterial growth and therefore is ideal for preventing the bacterial odour. Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug Administration (FDA) and are designed to eliminate odour. Deodorants are usually alcohol based. Alcohol initially stimulates sweating, but may also temporarily kill

bacteria. Deodorants can be formulated with other, more persistent antimicrobials such as triclosan, that slow bacterial growth. Deodorants may contain perfume fragrances or natural essential oils intended to mask the odour of perspiration. In this study we are planning to analyse the preference of the customer towards deodorants and also the preferable age groups that regularly use deodorants. There are several factors that influence such as fragrance, strength, marketing, packaging and good old personal preference. We will look at each of these factors in turn to see if there are any real differences. It is more down to personal taste, preferences and the not insignificant influence of the cosmetics industry marketing machine. We also wish to study the brand of the deodorants which will affect the purchase and preference of the customers.

1.2 Statement of the problem;

To know the preference of the customers towards deodorants and the factors influencing their choice. Our research will throw light on firm's competitiveness with other firms and it also throws light on the working environment which the firm possesses. This study carried out to know whether Deodorant brands properly satisfies all its customers. This study is undertaken to know the present needs and wants of the customers from purchased product. We also intend to study if the attractiveness of the bottle, packaging and packing and advertisements influence the purchasing behavior of the customers.

1.3 Objective;
Our main objective is to find the attitude and preference of the customers towards various brands of deodorants.

1.4 Sub-objectives;
1. Which deodorant preferred by the customers and the reason for the choice. 2. How long a bottle of deodorant lasts with a customer on an average 3. How often they purchase the deodorants. 4. Is there any reason for shift in the preference of the customers choice and why. 5. What factors have influenced them to purchase the deodorant 6. To know the level of satisfaction of consumers towards deodorants. 7. To the reasons for the dissatisfaction of the customer. 8. To study the price structure or related factors of deodorant.(prices of different companies, promotional strategies they use) 9. To establish various strategies to enhance level of satisfaction among customers. 10. To know which brand of deodorants have more sales in the present market. 11. To know the using pattern of the deodorant. 12. To know the consumer perception towards the deodorant either price or the brand.

2.1 Need for study;

We intend to study the preference of the customers towards deodorants. The attitude of the customers towards different deodorant brands and their perception towards the brands and prices. We also intend to study if the customers are ready to compromise with the quality for lower price.

2.2 Scope of study;

The study has been conducted in the area of deodorant preference of consumers specifically from Mangalore and nitte. It is restricted to the sample size of 100 employees from age 15-25. These consumers have been provided with complete set of questions on which information was collected .These collected information has been relevant and has been significant help to study.

3.1 Methodology;
We will try to obtain information by preparing questionnaire (primary source) and collecting the information from different age groups and also from different places namely Nitte and Mangalore. We will collect information from secondary source also.

3.2 Sources of data collection; a) Primary data;

Primary data will be collected directly from the respondents who are using deodorant. This is the first hand information collected with the help of interview through questionnaire from the consumers in Mangalore and Nitte. The respondents have to fill the questionnaire and we will analyse the data using average mean method and correlation. We will also analyse and compare the sales of different brands of deodorants.

b) Secondary data;
Secondary information will be websites. retrieved from magazines, newspapers, journals and

3.3Data analysis;
We will analyse the information collected using simple average method and standard deviation by using both primary data as well as secondary data.

3.4 Interview;
Small interview will be conducted by knowing the opinion or views of the people regarding the product through questionnaire and an interaction with users of deodorant.

3.5 Sample size;

The sample size which is taken for the study is of 100 (break up will be, the students in and around Nitte and people who visit malls in Mangalore especially youths) customers who consuming or using deodorants from Mangalore and Nitte is randomly selected. These samples have been provided with complete set of questions on which the information was collected and their response was recorded. A questionnaire is drafted in such a way that it covers various aspects of the required projected.

4.1 Review literature;

Since its introduction into the US personal care market in 2002, Unilevers Axe Body Spray has achieved remarkable success and set new standards for reaching the consumer with innovative, engaging and often edgy promotions and advertising. The energy and momentum that propelled Axe to success almost five years ago continues as key marketers, such as Dial, announce new brands, while others, including Unilever and Procter & Gamble, unveil aggressive campaigns to bolsterand reinventexisting brands. The market leader, though, is still Axe, and there is no denying that it has ac hieved phenomenal success, and in a relatively short period of time. According to Kline and Co., Axe really pioneered the body spray segment in the US and inspired all the products currently on the market. Highly fragranced products changed usage patterns, making consumers think of them almost like colognes. From a marketing standpoint, Axe led the youth-driven and sexually charged advertising approach. The advertising and product positioning has produced a bankable commodity, but it has also done much more. It has reshaped the competitive landscape of the antiperspirant/deodorant

category and brought the aerosol product form back into prominence. According to Kline & Co., aerosols accounted for 9% of the antiperspirant/ deodorant category in 2001; by 2005, the pressurized package represented 16% of the total category. Total US retail sales for deodorants and antiperspirants in 2005, says Kline, were approximately $2.3 billion. In discussing Axes success, Sam Chadha , Unilevers Director of

Antiperspirants/Deodorants, observed recently that this iconic body spray Has quickly become the No. 1 male brand in the total antiperspirant/deodorant category and received its highest ever share to date (17.8 share) in the final quarter of 2006. In the latest 12-week period, Axe outsold its nearest body spray competitor by 76 percent. While several brands have followed in our footsteps in recent years and we are flattered by the imitation, we understand that our guys know Axe is the original and will continue to be the leader in the mens anti-per spirant/deodorant category. While competitors are scrambling to play catch-up, Axe is leading with innovation again, says Chadha, referring Unilever has relaunched Axe Body Spray with packaging that features a sleek new look and a unique twist mechanism to release the spray. AC Nielsen, January 2007. Figures include male/female brands of body spray, sticks, deodorants (reflect 12 weeks ending 12/30/06) to the April 2007 relaunch of the Axe body spray line [highlighted in the sidebar, New products continue to flourish]. In terms of positioning, Chadha says that Axe succeeds by always seeking new and surprising ways to connect with the 18-24 year-old guy where he lives, works and plays. The Axe mantra is to surround surprise and evolve with our guy. To ensure that Axe retains its vitality in the face of shifting trends and tastes, the brand constantly engages its core consumer, states Chadha, adding Axe remains relevant by staying close to our guys. Were constantly talking with them about girls and their dating strategies. By talking with guys, we also know they want to be surprised, entertained and engaged by the brands they endorse and the entertainment they enjoy.

5.1 The Chapter Scheme;

Chapter 1: Research Design Objectives and sub objectives of the study need of the study, Scope of the study, Research methodology, limitations. Chapter 2: Industry Profile Deodorant industry Chapter 3: Company profile Information brought out on general basis. Chapter 4: Data analysis Analysis of the data, tables, chart representation and interpretation. Chapter 5: Summary of findings Chapter 6: Conclusion Chapter 7: Annexure Chapter 8: Bibliography http//www.precision-value.com/assets/2446/article_spray_technology-200705.pdf