An Internship Report on

“Analyzing Consumer Insights: Usage and Attitude Patterns and Trends in Purchasing Detergent
Powder”

Bangladesh University of Professionals

Submitted to
Dr. Mohammad Zahedul Alam
Professor
Department of Business Administration in Marketing
Faculty of Business Studies
Bangladesh University of Professionals

Submitted by
Md. Shahedur Rahman
ID: 2025171016
Section: B, Batch: 2020
Department of Business Administration in Marketing
Faculty of Business Studies
Bangladesh University of Professionals

Date of Submission: 10th March 2024

 Letter of Transmittal

March,2024

Dr. Mohammad Zahedul Alam

Professor

Department of Business Administration in Marketing

Bangladesh University of Professionals

Subject: Submission of Internship Report.

Sir,

With great pleasure, I am submitting my Internship Report on “Analyzing Consumer Insights: Usage
and Attitude Patterns and Trends in Purchasing Detergent Powder”. This report has been submitted
as an important requirement of the BBA curriculum. I have tried my best to prepare the report in
accordance with your valuable direction and guidelines. The Internship program has provided me
with the opportunity of exposure to a real-life working environment and on-the-job experience in the
Marketing Department of “Square Toiletries Limited”, one of the leading FMCG companies of
Bangladesh. I have found the study to be quite interesting, beneficial, and insightful. I have tried my
best to prepare an effective & creditable report. I hope you will find this report significant for the
effort I have put into it.

Thank you so much for your kind consideration.

Sincerely,

Md. Shahedur Rahman

ID: 2025171016

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 Declaration

I hereby declare that I am the sole author of this internship report “Analyzing Consumer Insights:
Usage and Attitude Patterns and Trends in Purchasing Detergent Powder” and that I have not used
any sources other than those listed in the bibliography and identified as references. I further declare
that I have not submitted this internship report at any other institution in order to obtain a degree.

--------------------- ---------------------

Date Signature

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 Acknowledgements

I express my profound gratitude to the Almighty for granting me the resilience to complete my
project while maintaining optimal health. I am sincerely indebted to my university supervisor,
Professor, Dr. Mohammad. Zahedul Alam, whose invaluable guidance and expertise were pivotal in
ensuring the accuracy and thoroughness of my report. Without the unwavering support of my supervisor,
the completion of my internship report would have posed an insurmountable challenge.

I would also like to express my deepest appreciation to my supervisor of Square Toiletries Limited,
Senior Brand Manager Masud Reza Joarder, who helped me with my project and gave me direction
for my career path. I am sure her guidelines will help me achieve great goals in future.

Finally, I would like to thank all my colleagues who gave me enormous support while doing the
report, my fellow members for responding to my work rendering their valuable opinion by answering
the questionnaire for the work. Also, I would like to thank my family members who supported me
throughout my internship at Square Toiletries Limited. It would be a sign of unfaithfulness if I didn’t
acknowledge them and show my gratitude for their endless support.

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 Supervisor's Certification

This is to certify that Name: Md. Shahedur Rahman; has done internship under my supervision. He
has successfully completed a three-month internship in the Marketing Department of Square
Toiletries Limited. The internship report title is “Analyzing Consumer Insights: Usage and Attitude
Patterns and Trends in Purchasing Detergent Powder.”

----------------------------------------------------

Dr Mohammad Zahedul Alam

Professor

Department of Business Administration in Marketing

Faculty of Business Studies

Bangladesh University of Professionals

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 Executive Summary

This report offers an in-depth exploration of consumer insights within the detergent powder market,
focusing on usage patterns, attitude trends, and purchasing behaviors.

Beginning with an introduction, the report contextualizes the significance of understanding consumer
dynamics within the detergent powder industry. It outlines the scope and objectives of the analysis,
emphasizing the importance of discerning usage patterns and attitude trends to inform marketing strategies
effectively.

Internship activities are detailed in the subsequent section, elucidating the methodologies employed to
gather consumer insights. This section provides a comprehensive overview of the research process
undertaken during the internship period, offering valuable insights into the practical experience gained in
analyzing consumer behavior.

The Learning & Development segment delves into the academic theories and methodologies applied
during the internship, highlighting the acquisition of analytical skills and the application of consumer
behavior principles in real-world scenarios.

Methodology outlines the research approaches utilized to investigate usage patterns, attitude trends, and
purchasing behaviors related to detergent powder. The methods employed include surveys, interviews,
and observational studies to gather comprehensive data on consumer preferences and behaviors.

A thorough analysis of consumer insights within the detergent powder market follows, presenting key
findings on usage patterns, attitude trends, and purchasing behaviors. These insights shed light on
consumer preferences, brand loyalty, and factors influencing purchasing decisions.

In conclusion, this report serves as a valuable resource for companies operating within the detergent
powder market, offering actionable insights to inform marketing strategies and drive product innovation.
By understanding consumer behaviors and preferences, companies can enhance their competitive
positioning and capitalize on emerging trends in the market.

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 Table of Contents
Chapter 1: Introduction ......................................................................................................................9
Introduction ..................................................................................................................................................... 9
Objective of the Study ....................................................................................................................................... 9
Broad Objective .......................................................................................................................................... 10
Specific Objective ....................................................................................................................................... 10
Background of The Study ................................................................................................................................. 11
Scope of the Study .......................................................................................................................................... 12
Chapter 2: Overview of Square Toiletries Limited ............................................................................... 13
Company Profile ............................................................................................................................................. 13
i) Brief History ............................................................................................................................................. 13
ii) Introduction of the Organization: .............................................................................................................. 13
iii) Policy of the Organization ........................................................................................................................ 14
iv) Competitors ........................................................................................................................................... 14
v) Vision ...................................................................................................................................................... 15
vi) Mission .................................................................................................................................................. 15
vii) Major brands and products offerings ....................................................................................................... 16
Organizational Structure: ................................................................................................................................ 19
i) Organizational Hierarchy Chart ................................................................................................................. 19
ii) Number of employees .............................................................................................................................. 19
iii) Main office ............................................................................................................................................. 19
iv) Introduction of all the departments .......................................................................................................... 20
v) Comments on the organizational structure ............................................................................................... 23
Chapter 3: Internship Duties & Responsibilities ................................................................................. 24
A Brief Introduction of Marketing Department ................................................................................................... 24
Starting & Ending Date of the Internship ........................................................................................................... 25
Training Department ....................................................................................................................................... 25
Activities Performed by Marketing Department ................................................................................................. 25
My Tasks ........................................................................................................................................................ 26
Skills Applied .................................................................................................................................................. 27
Chapter Four: Learning & Experience from ........................................................................................ 29
Internship Program .......................................................................................................................... 29
Departments Assigned .................................................................................................................................... 29
List of Activities Performed .............................................................................................................................. 29
Learning Outcomes ........................................................................................................................................ 30

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 Relationship with supervisor and Co-workers ................................................................................................... 30
Personal Growth and Professional Learning .................................................................................................. 31
Personal difficulties ........................................................................................................................................ 32
My Overall Experience ..................................................................................................................................... 33
Chapter 5: Methodology ................................................................................................................... 34
Methods of Data Collection ............................................................................................................................. 34
Population and Sample ................................................................................................................................... 34
Data Collection Procedures ............................................................................................................................ 35
Chapter 6: Project Overview ( Analyzing Consumer Insights: Usage & Attitude Patterns and Trends in Purchasing
Detergent Powder) ........................................................................................................................... 36
Introduction ................................................................................................................................................... 36
Key Players in the Detergent Industry ............................................................................................................... 36
Distribution Channel ....................................................................................................................................... 37
Consumer Insights: Usage Patterns ................................................................................................................. 38
Frequency of detergent powder usage: ......................................................................................................... 38
Factors influencing Usage ........................................................................................................................... 39
Most preferred SKU ..................................................................................................................................... 40
Attitude Patterns............................................................................................................................................. 41
Consumer perceptions of detergent powder ................................................................................................. 41
Brand loyalty and switching behavior............................................................................................................ 41
Influential factors in purchase decision making ............................................................................................ 41
Trends in Detergent Brands.......................................................................................................................... 42
Consumer & Retail Visit at Korail ...................................................................................................................... 43
Retail Visit at Pallabi ....................................................................................................................................... 46
Key Takeaways from survey ............................................................................................................................. 48
Survey Among Stakeholders ............................................................................................................................ 49
Survey in Mirpur Area ...................................................................................................................................... 50
Chapter 7: Recommendations and Limitations .................................................................................. 52
Recommendations and scope for STL .............................................................................................................. 52
Limitations ..................................................................................................................................................... 53
Conclusion ..................................................................................................................................................... 55
References ...................................................................................................................................... 56
Appendices...................................................................................................................................... 57

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 Chapter 1: Introduction

Introduction
The transition from academic learning to real-world professional exposure is a crucial phase for every
student, and my internship at Square Toiletries Limited has been pivotal in this transition. As a final year
student pursuing a BBA in Marketing at Bangladesh University Professionals, this internship was not just
a mandatory academic component but a priceless chance to delve into the practical aspects of marketing
and business strategy. This report explores my intensive three-month internship, highlighting how I
merged theoretical knowledge with hands-on experience, participated in a wide array of marketing tasks,
and experienced significant personal and professional development. It offers a detailed account of my
journey through the dynamic FMCG industry, shaping my comprehension and insights.

Objective of the Study

The primary objective of this internship is to conduct a comprehensive analysis of consumer insights
pertaining to detergent powder usage and attitude patterns. Specifically, the internship aims to achieve
several key objectives. Firstly, it seeks to identify customer needs and preferences by conducting thorough
research to discern the specific requirements, preferences, and expectations of consumers regarding
detergent powder products. Additionally, the internship endeavors to understand laundry practices by
investigating the reasons why consumers wash clothes, the frequency of laundry activities, and the
methods employed in the washing process.

Furthermore, the internship aims to analyze detergent powder usage patterns among different demographic
segments, including the frequency of usage, dosage preferences, and application techniques. Another
crucial objective is to assess brand perception and loyalty by evaluating consumers' perceptions of
different detergent powder brands, including Chaka Advanced and Chaka Super White, and identifying
factors influencing brand loyalty. Moreover, the internship seeks to uncover market trends and emerging
preferences within the detergent powder market, including changes in product expectations and
purchasing habits. The insights gathered through these objectives will be utilized to inform Square
Toiletries Limited's (STL) marketing strategies, product development initiatives, and overall business
decisions. By understanding consumer behavior, motivations, and decision-making processes within the
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context of detergent powder usage, the internship aims to contribute to the enhancement of consumer-
centric approaches within STL. Ultimately, the internship endeavors to provide valuable insights into
consumer behavior and preferences, facilitating informed decision-making processes and strategic
planning within STL's marketing department.

Broad Objective
The goal of my internship was to adapt the academic knowledge I learned during my BBA in marketing
at Bangladesh University Professionals to real-world marketing experience. Through this internship, I was
able to gain personal experience with marketing strategies, customer relationship management, and market
analysis, with the goal of bridging the gap between academic learning and practical business operations.

Also to conduct a comprehensive analysis of the detergent industry in order to identify usage and purchase
behavior and patterns and potential opportunities for Square Toiletries Limited to enhance its market share
and achieve sustainable growth as a part of the internship.

Specific Objective
1. To identify the specific requirements, preferences, and expectations of consumers regarding
detergent powder products in Bangladesh.

2. To understand the reasons why consumers, wash clothes, the frequency of laundry activities, and
the methods employed in the washing process.

3. To analyze the usage patterns of detergent powders among different demographic segments,
including frequency of usage, dosage preferences, and application techniques.

4. To evaluate consumers' perceptions of different detergent powder brands, including Chaka

Advanced and Chaka Super White, and identify factors influencing brand loyalty.

5. To uncover emerging trends, preferences, and shifts in consumer behavior within the detergent
powder market in Bangladesh.

6. To inform marketing strategies, product development initiatives, and business decisions within
Square Toiletries Limited (STL) based on consumer insights gathered during the study.

7. To develop a deeper understanding of consumer behavior, motivations, and decision-making

processes within the context of detergent powder usage in Bangladesh.

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Background of The Study

The detergent powder market in Bangladesh is a dynamic and competitive industry, driven by the growing
demand for household cleaning products among the country's population. With changing lifestyles,
urbanization, and increasing awareness of hygiene standards, the demand for effective laundry detergents
has been on the rise.

Square Toiletries Limited (STL), as a leading player in the consumer goods sector of Bangladesh, has a
significant presence in the detergent powder segment. STL offers a diverse range of laundry detergents,
including the well-established brands Chaka Advanced and Chaka Super White. These products cater to
the varying needs and preferences of consumers across different demographics and regions.

Understanding consumer behavior and preferences is crucial for STL's marketing strategies, product
development initiatives, and overall business success. Recognizing this importance, the company has
undertaken a comprehensive study to analyze consumer insights related to detergent powder usage and
attitude patterns.

The study aims to delve deeper into the reasons why consumers wash clothes, how they wash clothes,
how often they engage in laundry activities, and their preferences regarding detergent powder brands. By
gaining insights into consumer behaviors, perceptions, and purchasing habits, STL seeks to identify
emerging trends, uncover unmet needs, and enhance its understanding of the market dynamics.

Furthermore, the study intends to explore the factors influencing consumers' choices of detergent powder,
including product performance, fragrance, pricing, packaging, and brand reputation. It seeks to uncover
the underlying motivations driving consumer preferences and loyalty towards specific detergent brands.

Through this research endeavor, STL aims to refine its marketing strategies, tailor its product offerings to
better meet consumer demands, and strengthen its competitive position in the detergent powder market.
By aligning its efforts with consumer preferences and market trends, STL endeavors to enhance customer
satisfaction, foster brand loyalty, and drive sustainable growth in the industry.

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Scope of the Study
The scope of this study encompasses a thorough examination of consumer insights regarding detergent
powder usage and attitude patterns within the operational framework of Square Toiletries Limited (STL).
Specifically, the study concentrates on Chaka Advanced and Chaka Super White detergent powders, two
key products offered by STL. Geographically, the study encompasses urban and semi-urban areas across
various regions of Bangladesh, including Dhaka, Chittagong, Khulna, Rajshahi and Sylhet, which
represent significant market segments with diverse consumer demographics and purchasing behaviors.

Demographic segmentation forms a critical aspect of the study, wherein consumers from different
demographic segments, including age, gender, income level, occupation, and household composition, are
considered. The aim is to discern variations in detergent powder usage and attitude patterns across these
segments to identify nuanced insights and preferences.

The study primarily focuses on analyzing reasons for washing clothes, the frequency of laundry activities,
methods employed in the washing process, usage patterns of detergent powders (including frequency,
dosage preferences, and application techniques), brand perceptions, loyalty, and factors influencing brand
choice within the context of STL's product portfolio.

The study is bounded within a specific time frame, typically the internship period spanning three months,
with defined timelines established for data collection, analysis, and reporting phases. Despite its
objectives, the study acknowledges certain limitations, including sample size limitations inherent in
survey research, potential biases in respondent self-reporting, and constraints related to time, resources,
and access to data. Moreover, detailed analysis of competitor products and market share dynamics beyond
STL's product offerings are excluded from the study scope, as are qualitative market research
methodologies such as focus groups or in-depth interviews.

Overall, this delineation of the study's scope serves to provide clarity on the specific focus areas,
parameters, and limitations inherent in the research. It functions as a guiding framework for conducting
the study effectively and ensuring alignment with the research objectives and goals of the internship.
Adjustments may be made to the scope as needed to accommodate evolving research requirements and
constraints.

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 Chapter 2: Overview of Square Toiletries Limited
Company Profile
i) Brief History
Square Toiletries Limited (STL) has a rich history dating back to its inception in 1958 when Samson H.
Chowdhury, along with three colleagues, founded the Square Group. Originally established as a
pharmaceutical company, Square Group transitioned into a public limited company in 1991, marking a
significant milestone in its journey. Over the decades, Square Group diversified its business interests,
expanding into various sectors including healthcare, technology, media, and FMCG. Today, STL stands
as a flagship entity within the Square Group, renowned for its commitment to excellence and innovation
in the FMCG sector.

ii) Introduction of the Organization:

STL has emerged as a leading player in the FMCG industry of Bangladesh, offering a diverse range of
personal care and sanitation products. Since its establishment in 1988, STL has continuously evolved and
expanded its product portfolio, catering to the diverse needs of consumers across the country. With a focus
on quality, affordability, and innovation, STL has secured a significant market share in key segments such
as sanitation and winter amenities. Despite facing stiff competition from multinational corporations, STL
has maintained its position as a market leader through strategic investments in technology, research, and
customer-centric initiatives. STL's vision is to be recognized as a leader in the FMCG industry, known for
its commitment to quality, innovation, and customer satisfaction. The company aims to continuously
evolve and adapt to changing market dynamics, driving growth and profitability while creating value for
all stakeholders. On the other hand, STL's mission is multi-faceted, encompassing its dedication to
understanding customer needs, delivering high-quality products, and fostering a positive work
environment for its employees. The company strives to maintain the highest standards of integrity, ethics,
and corporate governance while fulfilling its social and environmental responsibilities.

STL's values and principles are deeply ingrained in its corporate culture and guide its actions and decisions
on a daily basis. The company places a strong emphasis on customer satisfaction, employee
empowerment, and community engagement. Integrity, transparency, and social responsibility are the
cornerstones of STL's operations, driving its commitment to excellence and sustainable growth.

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iii) Policy of the Organization
STL operates under a comprehensive policy framework that prioritizes customer satisfaction, employee
well-being, and corporate social responsibility. At the core of its policy is a commitment to understanding
and meeting the evolving needs of its customers by delivering products of exceptional quality at
competitive prices given the company's vision is to create a positive impact on society through its business
operations while fostering a culture of integrity, transparency, and accountability and its mission revolves
around providing top-notch service to its customers, creating a conducive work environment for its
employees, and actively contributing to the communities in which it operates.

STL's quality policy is rooted in its relentless pursuit of excellence and continuous improvement. The
company is committed to meeting and exceeding customer expectations by delivering products of the
highest quality standards. STL emphasizes the importance of employee training, process optimization,
and adherence to international quality certifications such as ISO 9001:2008. By maintaining a focus on
quality throughout its operations, STL aims to enhance customer trust, loyalty, and satisfaction, thereby
consolidating its position as a market leader in the FMCG sector.

iv) Competitors
Square Toiletries Limited, a leading Bangladeshi personal care and household product manufacturer, faces
competition from several other players in the market.

• ACI Limited
• Unilever Bangladesh
• Marico Bangladesh
• Reckitt Benckiser
• Basundhara Group
• Kohinoor Chemicals
• Keya Cosmetics

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Some other concerns of the Square group are:

• Square Pharmaceutical Limited

• Square Hospital Limited

• Square Food and Beverage Limited

• Square Textile Limited

• Square Spinning's Limited

• Square Agro Limited

• Square Informatix Limited

• Square Fashion Limited

• Mediacom Limited

• Massranga Production Limited

• Maasranga Communications Limited

• Aegis Securities Limited

v) Vision
Square Toiletries Limited attempt to understand the unique needs of the consumer and translate those
needs into products which satisfies them in the form of quality products, high level of service and
affordable price range in a unique way.

vi) Mission
• To treasure consumer understanding as one of our most valued assets and thereby exerting every
effort to understand consumers' dynamic requirements to enable us to offer maximum satisfaction.

• To offer consumer products at affordable prices by strictly maintaining an uncompromising stance

with quality. With continuous R&D and innovation we strive to make our products comply with
international quality standards.

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 • To maintain a congenial working environment to build and develop the core asset of STL and its
people. As well as to pursue a high level of employee motivation and satisfaction.

• To sincerely uphold the responsibility towards the government and society with utmost ethical
standards as well as make every effort for a social order devoid of malpractices, anti-environmental
behaviors, unethical and corruptive dealings.

vii) Major brands and products offerings

Square Toiletries Limited offers two categories of products. These two sections represent all the brands
and divisions of products in STL as follows:

Health and Hygiene Products

Senora Sepnil
• Confidence F. with wings • Hand Wash Liquid
• Confidence Ultra Sanitary • Instant Hand Sanitizer
Napkin • Ani Bacterial Soap
• Sanitary Napkin belt • Face Mask
• Sanitary Napkin Eco. Panty • Alcoholic Swabs
• Sanitary Napkin Eco. Belt • Hand rub
• Sanitary Napkin Super Long
• Sanitary Napkin Panty
• Femina Sanitary Napkin Panty
Zerocal Select Plus
• Tablet • 1.9 % Ketoconazol Shampoo
• Sachet
Supermom
• Baby Diaper
• Baby Wipes
Toiletries Products

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Meril • Beauty Soap
• Lip Balm
• Glycerin
• Rosewater Glycerin
• Petroleum Jelly
• Olive Oil
• Baby Lotion
• Baby Olive Oil
• Baby Tooth Brush
• Baby Gel Toothpaste
• Baby Powder
• Baby Shampoo
• Meril Baby gift pack
• Baby Soap
• Nail Polish Remover
• Rain Shower Gel
Revive • Moisturizing lotion
• Talcum Powder
• Face Wash
• Revive Shampoo
Chaka • Ball Soap
• Advanced Washing Powder
• Super White Detergent
Jui • Hair Care Oil
• Coconut Oil
Chamak • Fabric Brightener
White Plus • Toothpaste
Magic • Extra Fresh Tooth Powder
• Herbal Toothpaste

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Xpel • Aerosol
• Natural Mosquito Repellent Spray
Spring • Air Freshener
Kool • After Shave Lotion
• After Shave Gel
• Shaving Foam
• Shaving Cream
• Deodorant Body Spray
• Deo Talc
Shakti • Liquid Toilet Cleaner
Maya • All Natural Scalp & Hair Oil
• True Herbs Marula Oil
• Argan Oil
• Rosehip & Seed Oil

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Organizational Structure:
i) Organizational Hierarchy Chart

Fig: Organogram of Marketing Department

ii) Number of employees

Square Toiletries Limited (STL) boasts an extensive and diverse workforce, serving as the cornerstone of
the company's achievements. With a commitment to excellence, STL employs over 5,000 dedicated
professionals across various departments and hierarchical levels. These individuals bring forth a wealth
of expertise and skills, contributing to the company's dynamic growth trajectory. From marketing
strategists to production technicians, administrative personnel to sales executives, each member of the
STL family plays an integral role in driving the company's success.

iii) Main office

STL's headquarters, located at the prestigious Samson Center in Gulshan-1, Dhaka, serves as the nerve
center of the company's operations. From this central hub, strategic decisions are made, and overarching
business objectives are formulated. Complementing its headquarters, STL maintains a network of regional

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offices and distribution centers strategically positioned across Bangladesh. These offices ensure efficient
coordination and management of the company's extensive product portfolio, catering to diverse consumer
needs and preferences nationwide.

iv) Introduction of all the departments

1. Marketing Department:

At STL, the Marketing Department operates as the creative engine driving brand recognition and market
penetration. Comprising talented professionals with expertise in market research, branding, and
advertising, this department crafts innovative strategies to showcase the company's vast array of products.
By leveraging consumer insights and market trends, the Marketing Department develops targeted
campaigns that resonate with target audiences, fostering brand loyalty and customer engagement.
Collaborating closely with other departments, such as Product Development and Sales, ensures a cohesive
approach to meeting consumer demands and achieving sustainable growth.

2. Sales and Distribution Department:

The Sales Department at STL is instrumental in translating marketing strategies into tangible results by
driving product distribution and revenue generation. With a customer-centric approach, the Sales team
establishes and nurtures relationships with retailers, wholesalers, and distributors across various channels.
Through effective merchandising, promotional activities, and sales negotiations, they ensure widespread
availability of STL products in the market. By closely monitoring market dynamics and consumer
feedback, the Sales Department adapts its strategies to capitalize on emerging opportunities and overcome
challenges, contributing to the company's market leadership position.

3. Production Planning and Inventory Control Department:

The Production Planning and Inventory Control Department plays a critical role in optimizing production
processes and managing inventory levels to meet demand forecasts and customer expectations. Utilizing
advanced forecasting models and supply chain analytics, this department develops production schedules
and inventory strategies that balance cost efficiency with product availability. By aligning production
capacity with market demand and implementing lean inventory management practices, the Production
Planning and Inventory Control team minimizes stockouts, reduces carrying costs, and enhances
operational efficiency across the supply chain.

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4. Human Resources Department:

The Human Resources Department at STL is dedicated to nurturing a vibrant and inclusive work culture
that empowers employees to excel and grow professionally. Responsible for recruitment, onboarding,
training, and development initiatives, this department ensures a steady pipeline of talent to support the
company's evolving needs. Through performance management systems and employee engagement
programs, HR fosters a collaborative and supportive environment conducive to individual and
organizational success.

5. Management and Information Systems Department:

The Management and Information Systems Department plays a pivotal role in leveraging technology to
enhance operational efficiency and decision-making processes. Responsible for overseeing the
implementation and maintenance of enterprise-wide information systems, this department ensures
seamless integration of technology solutions to support business objectives. From enterprise resource
planning (ERP) systems to customer relationship management (CRM) platforms, the Management and
Information Systems team harnesses data analytics and automation tools to drive productivity gains and
strategic insights across all functional areas.

6. Finance and Accounting Department:

STL's Finance and Accounting Department serves as the custodian of the company's financial health,
overseeing budgeting, financial reporting, and risk management activities. With a focus on fiscal
responsibility and transparency, this department ensures compliance with regulatory requirements and
sound financial governance practices. By providing accurate financial analysis and insights, the Finance
team supports strategic decision-making processes and facilitates sustainable growth and profitability.

7. Advertisement Department (Mediacom):

The Advertisement Department, facilitated by Mediacom, is instrumental in amplifying STL's brand

presence through various media channels. Leveraging creative storytelling and targeted messaging, this
department collaborates with advertising agencies to develop compelling campaigns that resonate with
diverse audience segments. From traditional print and broadcast media to digital and social media
platforms, Mediacom ensures maximum reach and engagement, reinforcing STL's brand positioning and
driving consumer awareness and loyalty. Through rigorous performance tracking and optimization, the

21
Advertisement Department continuously refines its strategies to stay ahead of market trends and consumer
preferences, maximizing return on investment and brand equity.

8. International Marketing Department:

The International Marketing Department at STL is tasked with expanding the company's global footprint
and establishing strategic partnerships in international markets. Leveraging market research and cultural
insights, this department identifies opportunities for product localization and market entry. Through
targeted marketing campaigns and distribution strategies, the International Marketing team drives brand
awareness and market penetration in diverse geographic regions, fostering long-term growth and
sustainability on a global scale.

9. Quality Control Department:

STL's commitment to product excellence is exemplified by its dedicated Quality Control Department,
which oversees stringent quality assurance protocols throughout the manufacturing process. From raw
material inspection to finished product testing, this department maintains rigorous quality standards to
ensure that every product meets or exceeds customer expectations. Utilizing state-of-the-art testing
equipment and methodologies, the Quality Control team identifies and addresses quality deviations
promptly, safeguarding brand reputation and consumer trust.

10. Engineering Department:

The Engineering Department at STL is responsible for maintaining and optimizing manufacturing
equipment and facilities to ensure operational efficiency and safety. From equipment maintenance and
upgrades to facility design and layout optimization, this department supports production activities by
providing technical expertise and strategic guidance. By implementing preventive maintenance programs
and continuous improvement initiatives, the Engineering team minimizes downtime, enhances equipment
reliability, and maximizes production output, contributing to overall operational excellence.

11. IT and Technical Services Department:

The IT and Technical Services Department serves as the backbone of STL's digital infrastructure,
providing technical support and solutions to enable seamless business operations. From network
administration and software development to cybersecurity and data management, this department
leverages technology to drive innovation and efficiency across all functional areas. By implementing

22
robust IT systems and protocols, the IT and Technical Services team enhances data security, streamlines
workflow processes, and empowers employees with the tools and resources needed to succeed in a digital-
first environment.

v) Comments on the organizational structure:

STL's organizational structure epitomizes a comprehensive approach to effective business management,

underscored by a commitment to excellence, collaboration, and customer satisfaction. Embracing a culture
of innovation and cross-departmental synergy, the company fosters an environment conducive to
navigating dynamic market landscapes and seizing emerging opportunities. This integrated approach
enables STL to not only meet but exceed industry standards, positioning it as a trailblazer in the consumer
goods sector. Furthermore, STL's unwavering dedication to nurturing its workforce's well-being and
professional growth not only enhances employee morale but also fortifies the company's foundation for
sustained success and growth in the long term. Such values not only make STL an employer of choice but
also a preferred partner for stakeholders seeking reliability, innovation, and mutual prosperity in today's
competitive business ecosystem.

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 Chapter 3: Internship Duties & Responsibilities

A Brief Introduction of Marketing Department

Square Toiletries Limited is one of the leading personal care product manufacturers in Bangladesh. The
company has been operating for more than three decades with a mission to ensure the best quality of
products for its customers. The marketing department of Square Toiletries Limited plays a pivotal role in
promoting and establishing the company's brands in the market.
The marketing department's main objective is to develop and implement effective marketing strategies to
achieve the company's sales targets and goals. The department comprises of various teams, each with their
specific responsibilities and duties. The teams include product development, market research, advertising,
and sales promotion.

Square Toiletries Limited's Brand Team is the backbone of the company's image. They craft the brand's
story, voice, and visual identity across all platforms, from advertising campaigns to packaging design.
They're the guardians of STL's reputation, constantly researching trends and ensuring the brand stays
relevant and loved by consumers.

The Market Research team collects and analyzes data to identify customer needs, preferences, and market
trends. The findings of the market research help in developing targeted marketing strategies and plans.

The Media team is responsible for creating and executing advertising campaigns to increase brand
awareness and promote the company's products. The team works closely with the creative department to
develop attractive visuals and messaging that resonate with the target audience.

Outdoor & Activation team acts as the brand's energetic extension beyond store shelves. They're the
masterminds behind eye-catching billboards, engaging brand events at festivals, and strategic partnerships
that boost brand awareness. This team also collaborates with retailers to create in-store promotions and
exciting product sampling opportunities, all with the goal of driving sales and keeping STL at the forefront
of consumers' minds.

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Overall, the marketing department of Square Toiletries Limited is essential in creating and maintaining
the company's brand image and promoting its products in the market. The department plays a vital role in
driving the company's growth and success in the highly competitive personal care product market in
Bangladesh.

Starting & Ending Date of the Internship

The starting date of my internship is 17th December, 2023 which will end at 16th March, 2024.

Training Department
My training was done under the marketing department of Square Toiletries Limited and my supervisor
was Masud Reza Joarder, Senior Brand Manager, Marketing Department.

Activities Performed by Marketing Department

Some of the activities performed by the marketing department of Square Toiletries Limited (STL) are:

• Conducting market research to identify consumer needs and preferences.

• Developing marketing strategies and plans to promote the company's products.
• Designing and executing marketing campaigns to increase brand awareness and sales. Managing
the company's social media accounts and online presence.
• Creating and managing advertising and promotional materials, such as print ads, TV commercials,
and billboards.
• Organizing and participating in trade shows and events to showcase the company's products.
• Providing sales support to the company's sales teams and distributors.
• Monitoring and analyzing sales data to evaluate the effectiveness of marketing campaigns and
strategies.
• Conducting consumer surveys and focus groups to gather feedback and insights. Collaborating
with other departments, such as product development, supply chain, and finance, to ensure
effective product launches and promotions.

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My Tasks
Market Research:

• Conducting field visits to different markets and gathering information on product trends, pricing
strategies, and consumer behavior.
• Analyzing the data collected and presenting the findings to the team.

Internal Surveys:

• Assisting in conducting internal surveys such as sniff tests to gather feedback on new products.
• Analyzing the results and presenting the findings to the team.

Brainstorming:

• Participating in brainstorming sessions to generate ideas for potential new products.

• Providing feedback on the feasibility and marketability of different product concepts.

Event Management:

• Working on the 'Bornomela 2024' event and managing the Meril Baby Stall.
• Assisting in planning and organizing the stall setup, marketing materials, and promotional
activities.
• Interacting with customers and promoting the brand.

Figure 4: Merill Baby Presents Bornomela 2024

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Daily Marketing Activities:

•
• Assisting the marketing team in their daily activities, such as preparing marketing materials and
coordinating with vendors and suppliers.
• Providing support in various marketing campaigns and initiatives.

Data Entry:

• Assisting in data entry tasks, including organizing and entering data into Excel spreadsheets.
• Ensuring the accuracy and completeness of the data entered.

Overall, my internship responsibilities included a mix of market research, data analysis, event
management, and daily marketing activities. Through these tasks, I was able to gain valuable experience
and contribute to the team's efforts in various ways.

Skills Applied

Market research skills

It was conducted, involving surveys and interviews to gain insights into consumer preferences and
behaviors within the fabric care industry. Market trends and competitor strategies were analyzed to
identify opportunities for product innovation and market expansion. Findings were interpreted and data-
driven recommendations were made to support marketing strategies, utilizing data analysis techniques.

Communication Skills
Throughout various aspects of my internship, the importance of effective communication was emphasized.
Research findings and campaign proposals were presented during team meetings and client presentations,
with a focus on clear and engaging delivery. In addition, consumer engagement was conducted through
social media channels, with inquiries being responded to and feedback being addressed in order to improve
brand perception and customer satisfaction.

27
Analytical Skills
Campaign performance metrics were assessed using analytical tools to evaluate effectiveness and
personalize marketing messages for target audiences. Target audiences were segmented, and marketing
strategies were tailored accordingly by identifying patterns and trends in consumer data. In addition,
website traffic was analyzed, social media engagement was monitored, and the success of digital
marketing initiatives was measured.

Technical Skills
The execution of marketing activities was significantly influenced by a strong proficiency in technical
aspects. Expertise was demonstrated in marketing automation platforms for email campaigns, graphic
design software for creating visually appealing marketing materials, and content management systems for
website optimization. Processes were streamlined and brand messages were effectively communicated
across various digital platforms, thanks to these technical skills.

Collaboration skills
It was crucial in achieving cohesive execution of marketing initiatives, as it involved working with cross-
functional teams and external partners. I was involved in brainstorming sessions for innovative campaign
ideas and contributed to strategy meetings to align marketing efforts with business objectives. Successful
marketing campaigns were driven by leveraging external expertise and internal resources through
effective collaboration.

28
 Chapter Four: Learning & Experience from

Internship Program

Departments Assigned
During my internship at Square Toiletries Limited, I was exclusively assigned to the Marketing
Department, where I had the opportunity to learn about the company's marketing strategies and observe
how they are implemented in real-world scenarios. I was able to witness the day-to-day activities of the
marketing team, including market research, product development, and promotion. Through this
experience, I was able to develop a deeper understanding of the marketing concepts that I had learned in
my academic studies and gain practical skills that I can apply in my future career.

List of Activities Performed

During my internship at Square Toiletries Limited, I have performed the below activities:

• Conducted market research by visiting various markets and analyzing consumer behavior and
preferences.
• Conducted internal surveys such as sniff tests to gather feedback on product packaging, fragrance,
and other attributes.
• Assisted with data entry and analysis in Excel to support marketing research projects and reporting.
Participated in brainstorming sessions with other team members to generate ideas for potential
new products or improvements to existing products.
• Contributed to the execution of the 'Bornomela 2024' event, including overseeing the Meril Baby
Stall and coordinating with other vendors and stakeholders.
• Provided support to other marketing team members with their daily activities, such as helping with
promotional events and coordinating with external partners.

29
Learning Outcomes
During my internship at STL, I initially struggled with the demands of the corporate environment, such
as long hours and unfamiliar tasks. However, after a few weeks, I adapted to the culture and formed strong
relationships with my colleagues. This adjustment allowed me to perform much better under pressure.

Throughout the internship, I gained valuable insights, particularly in teamwork within a large company
like STL. I learned how to collaborate effectively and maintain professionalism in the office. Additionally,
I developed skills in conducting market surveys, communicating with customers and retailers, and
coordinating with cross-functional teams. I also gained a comprehensive understanding of brand
management, from product development to customer acquisition.

Moreover, I improved my proficiency in Excel, enabling me to input and analyze large datasets efficiently.
I also honed my ability to conduct product tests and communicate effectively with various stakeholders.
Overall, this internship significantly enhanced my people skills, as I interacted with multiple departments,
including sales, HR, product development, and agencies. These experiences taught me how to approach
conversations, follow up on tasks, and maintain both friendly and formal relationships in a professional
setting.

Relationship with supervisor and Co-workers

Meeting people was one of the most important things I was doing throughout my internship. An internship
is a fantastic way to acquire exposure to a work environment from a safe distance, allowing you to learn
how work is done, how coworkers communicate, and how to be successful. My temporary intern role
allows me to hone these skills while also allowing me to make mistakes and learn from them. Everyone
on the marketing team was friendly and helpful to me. The main tasks were delegated to me by my
supervisor. My coworkers, such as the brand executive and the brand manager handed me additional
brand-related tasks. Finally, I'd like to underline how wonderful my relationship with my supervisor and
coworkers was. In STL we had to maintain a lot of stuff like frequent sharing working files, being open
while pitching an idea, highlighting information sources, and so on.

30
Academic Concepts Applied
Marketing Fundamentals:
Consumer Behavior
Understanding consumer behavior allows Square Toiletries to identify the features and benefits that hold
the highest value for fabric care products. By considering factors such as fragrance preferences, packaging,
and sustainability, the company can effectively customize its offerings to meet these needs. This
knowledge helps shape product development and marketing strategies, ensuring a strong connection with
the intended audience.

Marketing Research & Analysis

Carries out structured research to understand consumer preferences for fabric care products in Bangladesh.
The company utilizes various methods, including surveys, interviews, and data analysis, to identify trends,
preferences, and unmet needs in the market. This research helps shape product development and marketing
strategies to better meet consumer demands.

Brand Management
prioritizing the development and upkeep of a robust brand identity for its fabric care products. The
company builds trust and reliability with consumers by strategically positioning its brand, crafting
effective messaging, and carefully managing brand equity over time. Building brand loyalty and equity is
enhanced by maintaining consistency across all brand touchpoints.

Marketing Strategies
To promote its fabric care products effectively, Square Toiletries devises comprehensive marketing
strategies. This involves segmentation, targeting, and positioning, along with the use of various channels
like TV commercials, social media, and in-store promotions. By targeting specific consumer segments
and communicating product benefits strategically, the company drives sales and brand awareness.

Personal Growth and Professional Learning

Industry Knowledge: As an intern I have gained firsthand exposure to the fabric care industry, including
market trends, consumer behavior, and competitive dynamics. This deepens their understanding of the
industry landscape and prepares them for future roles within the sector.

31
Practical Skills Development: This internship provided opportunities to develop practical skills relevant
to the fabric care industry, such as market analysis, consumer research, product development, and
marketing strategy formulation. Interns can apply theoretical knowledge acquired in academic settings to
real-world scenarios, enhancing their skill set and employability.
Professional Networking: I have had the chance to interact with professionals within Square Toiletries
Limited and the broader fabric care industry. Building relationships with industry professionals, mentors,
and fellow interns can open doors to future career opportunities and collaborations.
Problem-Solving Abilities: Got engaged in real-world projects and challenges during an internship hones
interns' problem-solving ability. They learn to tackle issues such as market competition, consumer
preferences, and operational inefficiencies, developing critical thinking and analytical skills in the process.
Communication and Teamwork: Collaborated with colleagues and stakeholders on various projects,
enhancing their communication and teamwork skills. Effective communication, both verbal and written,
is essential for conveying ideas, collaborating with team members, and building professional relationships.
Leadership Potential: Taking the initiative, demonstrating problem-solving skills, and contributing
innovative ideas during this internship showed me leadership potential. By assuming responsibility and
guiding projects to successful outcomes.
Self-Reflection and Growth: Internships provide opportunities for self-reflection and personal growth.
Interns can assess their strengths, weaknesses, and areas for improvement, setting personal and
professional goals for ongoing development.

Overall, completing my internship at Square Toiletries Limited offered me rich learning experience,
enabling individuals to acquire valuable skills, expand their knowledge base, and lay the foundation for a
successful career in the field.

Personal difficulties
At the beginning of my first month, STL assigned me a research topic. As a result, I was compelled to go
outside or conduct surveys and interviews with respondents on occasion. It was difficult for me to finish
the work on time. Because of their unwillingness to participate in the survey, it took a lengthy time due to
the length of the questionnaires. Besides my report, there were times when I had multiple kinds of work
and had to work under a lot of pressure since I needed to accomplish my daily activities and submit them
to my supervisor or brand manager or executive on time. STL has a large workforce as an FMCG (First

32
Moving Consumer Goods), so there are employees with differing mindsets. To conduct internal surveys
and do cross-communication I had to adopt my approach accordingly, but still would face some difficulty.

My Overall Experience
During my internship at Square Toiletries Limited, I had the opportunity to work in the marketing
department and gain valuable experience. My time at the company was a great learning experience, and I
am grateful for the opportunity to have been a part of such a dynamic and innovative organization. During
my internship, I was given a variety of tasks and projects to work on. I was involved in market research,
internal surveys, data entry in Excel, brainstorming sessions for potential products, and assisting with
daily marketing activities. Additionally, I was given the responsibility of managing the Meril Baby Stall
at the Bornomela 2024 event. Through these tasks, I gained experience in various aspects of marketing,
including research, data analysis, product development, and event management.

Overall, my experience at Square Toiletries Limited has been incredibly rewarding. I have gained a deeper
understanding of marketing, including the importance of research and data analysis in developing effective
marketing strategies. I have also learned how to work collaboratively with a team, communicate
effectively, and manage my time efficiently to meet deadlines. The guidance and support of my colleagues
and supervisors have been invaluable, and I feel that I have grown both personally and professionally
during my time at the company. I am grateful for the opportunity to have worked with such a reputable
and dynamic company and look forward to applying the skills and knowledge I have gained to future
endeavors. The experience has been invaluable, and I am confident that it has prepared me well for a
career in marketing.

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 Chapter 5: Methodology

This chapter outlines the methodology employed for conducting the research, utilizing both primary and
secondary data sources to gather insights into the fabric care industry in Bangladesh.

Methods of Data Collection

a. Surveys: A structured questionnaire is designed to collect primary quantitative data from consumers
regarding their preferences, purchasing behavior, and perceptions of detergent powders. Surveys have
been administered through telephone interviews and mainly face-to-face interactions.

b. Interviews: Semi-structured interviews are conducted with key industry stakeholders, including
representatives from Square Toiletries Limited, competitors, distributors, retailers, and consumers. These
interviews provide qualitative insights into market trends, challenges, and opportunities.

c. Focus Group Discussions (FGDs): FGDs are organized with groups of consumers to explore in-depth
their attitudes, beliefs, and preferences regarding detergent powders. These discussions facilitate
interactive dialogue and uncover underlying motivations influencing consumer behavior.

Population and Sample

a. Population: The population under study comprises consumers in Bangladesh who purchase and use
fabric care products, along with key stakeholders within the detergent powder industry, such as
manufacturers, retailers, and distributors.

b. Sample: A representative sample of consumers is selected from various demographic segments,

including age, gender, income level, and geographic location. Key industry stakeholders are purposively
sampled to ensure diverse perspectives and insights.

• Probability Sampling: Simple random sampling or stratified sampling techniques have been
employed to ensure that each member of the population has an equal chance of being included in
the sample. This helps in obtaining a representative sample that accurately reflects the
characteristics of the population.
• Non-Probability Sampling: Convenience sampling and quota sampling methods have been utilized
for selecting industry stakeholders such as retailers and distributors. While these methods may not

34
 guarantee representativeness, they are practical for accessing specific groups within the
population.

Data Collection Procedures

This study will utilize a mixed-methods approach, involving both primary and secondary data sources.
The primary data was collected through a survey questionnaire administered to a sample of consumers
who have been exposed to digital marketing campaigns by FMCG companies. The survey questionnaire
was designed to elicit information on the respondents' level of engagement with their purchasing behavior
and their awareness of the brands. The survey included questions on demographic characteristics, such as
age, gender, education level, and income, to allow for a better understanding of the consumer behavior in
relation to the impact of product, price & promotion.

The secondary data was collected through a review of relevant literature, such as academic articles,
industry reports, and company websites. The literature review will provide background information on the
FMCG industry. The secondary data will be used to support and contextualize the findings from the
primary data, and to provide a broader understanding of the topic.

By using a mixed-methods approach, this study aims to provide a comprehensive understanding of the
purchasing behavior of consumers in the FMCG industry, and to identify strategies that can be used by
FMCG companies to increase consumer engagement and brand awareness.

By integrating both primary and secondary data collection methods, this research ensures a comprehensive
understanding of consumer behavior, market dynamics, and industry trends within the detergent powder
industry of Bangladesh.

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 Chapter 6: Project Overview ( Analyzing Consumer Insights:
Usage & Attitude Patterns and Trends in Purchasing Detergent
Powder)
Introduction
The detergent powder market in Bangladesh reflects a robust and expanding sector within the consumer
goods industry, propelled by several key drivers. With a population exceeding 160 million people,
Bangladesh boasts a sizable consumer base for household cleaning products, including detergent powders.
Rapid population growth contributes to the market's expansion, as does the country's ongoing urbanization
trend. As more individuals migrate from rural to urban areas in pursuit of economic opportunities, the
demand for convenient and effective laundry solutions escalates, particularly in urban centers.
Furthermore, there has been a notable increase in hygiene awareness among Bangladeshi consumers,
influenced by health education initiatives, media exposure, and shifting societal norms. This heightened
awareness drives greater adoption of detergent powders as essential tools for maintaining cleanliness in
households. Additionally, rising disposable incomes and economic growth empower consumers to invest
in branded detergent powders that promise superior cleaning performance and convenience. As lifestyles
evolve, with urban consumers facing time constraints and preferring modern laundry solutions, the
demand for detergent powders and automatic washing machines continues to rise. Market players respond
to these trends with product innovation, aggressive marketing, and competitive pricing strategies, fostering
a dynamic and highly competitive landscape. Overall, the detergent powder market in Bangladesh exhibits
significant growth potential, underpinned by population dynamics, urbanization, increasing hygiene
consciousness, rising incomes, and ongoing product innovation.

Key Players in the Detergent Industry

This category is segmented into three parts based on the price & the consumers.
Premium: Surf Excel, Jet Etc.

Mid-Premium: Super White, Rin, Uni wash, Ray, Fast Wash, ACI Supreme Etc.

Basic: Chaka Advanced, Wheel, Tibet, Keya, Smart Etc.

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Distribution Channel
1. Traditional Retail Outlets: Traditional retail outlets such as small shops, convenience stores, and
corner stores play a significant role in distributing detergent powders across Bangladesh. These
outlets are often located in both urban and rural areas, serving as convenient points of purchase for
consumers.

2. Supermarkets and Hypermarkets: Supermarkets and hypermarkets are large retail stores that offer
a wide range of consumer goods, including detergent powders. These modern retail formats
provide consumers with a diverse selection of brands and product variants in a convenient
shopping environment. They are commonly found in urban centers and major cities.

3. Wholesale Markets: Wholesale markets serve as distribution hubs where bulk quantities of
detergent powders are bought and sold by retailers and distributors. These markets facilitate the
movement of products from manufacturers to retailers across different regions of Bangladesh.

4. Online Platforms: With the increasing popularity of e-commerce, online platforms have emerged
as important distribution channels for detergent powders in Bangladesh. Consumers have the
option to purchase detergent powders through various e-commerce websites and mobile apps,
offering convenience and doorstep delivery services.

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 5. Direct Sales and Institutional Sales: Some detergent manufacturers engage in direct sales channels,
where they sell their products directly to consumers through company-owned outlets or sales
representatives. Additionally, manufacturers often target institutional clients such as hotels,
hospitals, and commercial laundries through specialized sales teams.

6. Community Networks: In rural areas and smaller towns, community networks play a crucial role
in the distribution of detergent powders. Local entrepreneurs, village shops, and community
cooperatives serve as key distribution points, ensuring product availability in remote areas.

7. Supply Chain Partnerships: Detergent manufacturers collaborate with a network of distributors,

wholesalers, and logistics partners to ensure efficient supply chain management. These
partnerships help streamline the distribution process, reduce lead times, and optimize inventory
levels across the distribution network.

Overall, the detergent industry in Bangladesh utilizes a diverse range of distribution channels to reach
consumers across different regions and demographics. Companies employ a multi-channel distribution
strategy to maximize market penetration, ensure product availability, and meet the evolving needs of
consumers in both urban and rural areas.

Consumer Insights: Usage Patterns

Frequency of detergent powder usage:

The frequency of detergent powder usage varies among consumers and is influenced by several factors
including lifestyle, laundry habits, family size, and the availability of washing facilities. Generally,
detergent powder is used on a regular basis for washing clothes, with most households conducting laundry
multiple times per week. In urban areas where washing machines are commonly used, detergent powder
usage may be more frequent, with some households washing clothes daily or every other day. On the other
hand, in rural areas where handwashing is prevalent and washing machines are less common, detergent
powder usage may occur less frequently, typically once or twice a week. Additionally, factors such as the
season, weather conditions, and special occasions can also impact the frequency of detergent powder
usage, with increased laundry loads during rainy seasons or festive periods. Overall, while there is no

38
fixed frequency of detergent powder usage, it is a regular and essential part of household cleaning routines
for most consumers in Bangladesh.

Respondents were asked how they wash their clothes. Majority of them wash their clothes with hand.
Almost 90 % people use hands for washing clothes.

Factors influencing Usage

1. Brand Reputation: Consumers often prefer well-known and trusted detergent brands with a
strong reputation for quality and effectiveness in cleaning clothes. Positive word-of-mouth
recommendations and brand loyalty play a significant role in influencing brand choice. From
surveys I found out a very interesting thing. A large number of people in Bangladesh call
detergent powder as wheel powder. They think that the generic name of washing powder is
wheel powder. This gives Wheel a huge promotion in zero cost. Wheel gained this because of the
first mover advantage and consistent quality and performance.

2. Cleaning Performance: The primary consideration for consumers is the cleaning performance of
the detergent brand. Brands that effectively remove stains, dirt, and odors from clothes are
preferred over others. Consumers look for detergents that deliver consistent and satisfactory results
in every wash.

39
 3. Price and Value for Money: Price sensitivity is another crucial factor influencing brand usage.
Consumers seek value for money and often opt for detergent brands that offer good quality at an
affordable price. Promotional offers, discounts, and bulk packaging options also influence
purchase decisions.

4. Availability and Distribution: The availability of the detergent brand in retail outlets,
supermarkets, online platforms, and other distribution channels also influences brand usage.
Consumers prefer brands that are easily accessible and readily available in their preferred shopping
locations.

5. Fragrance: Fragrance is an important factor influencing detergent brand usage. Consumers often
prefer detergents with pleasant and long-lasting fragrances that leave clothes smelling fresh and
clean after washing. The fragrance of the detergent can impact the overall laundry experience and
consumer satisfaction.

6. Advertising and Marketing: Advertising and marketing efforts, including television

commercials, print advertisements, social media campaigns, and in-store promotions, can
significantly impact brand awareness and preference. Effective marketing strategies create brand
recall and influence consumer perceptions.

7. Product Innovation: Consumers are attracted to detergent brands that offer innovative
formulations, such as those with advanced stain-fighting technologies, fabric care enhancements,
or specialized variants for specific laundry needs (e.g., color-safe detergents, hypoallergenic
formulations).

From the surveys, I found out actually the first 4 points I mentioned above are the main influential
factors. People from SEC C and D consider price and availability and sometimes brand names during
purchasing. People from SEC A+, A, B consider brand name, cleaning performance, advertising more
during purchasing detergent powders.

Most preferred SKU

From the surveys it is sure that the most preferred SKUs are 500gm & 1 kg. But this is true only for family
purchases. When I talked to many students who are bachelors and live in hostels or mess, they prefer or
purchase mostly mini pack( 50 gm) & 200gm.

40
 Attitude Patterns
Consumer perceptions of detergent powder
People mainly wash clothes for cleaning purposes. But there are some other things which are also
necessary along with cleaning. When I asked many people why they wash clothes most of them said they
wash clothes to clean the clothes and remove dirt and stain. But when I asked them what would happen if
they didn’t wash clothes, then they replied that the clothes would be dirty, and it would have a bad smell
and smell of odor. Then I asked them about the fragrance from detergent powder. They said, they will like
it if a good fragrance comes from clothes after washing it with a detergent powder.

Brand loyalty and switching behavior

The respondents who belong to SEC A+, A, B are mostly loyal to detergent brands. Most of them use Surf
Excel, Rin, Fast Wash or Wheel. Their main concern about a detergent brand is cleaning performance and
keeping the actual brightness and good quality or condition of clothes. When they find this performance
from a specific detergent brand, they don’t switch the brand normally due to some CP, discount,
promotional offer, or advertising of other brands. They will switch only if they find a better solution with
better performance. But people who belong to SEC C, D, are not loyal customers. They are very price
sensitive. They constantly switch brands due to price, availability, CP, discount and other sale offer.

Influential factors in purchase decision making

Most people fix a brand in their mind when they go to shop to purchase a detergent brand. But there are
some factors that influence them and may drive them to switch to another brands. Price, brand reputation,
positive word of mouth, advertising help people to fix a detergent brand in mind which to buy. These
factors influence them to determine which brand to buy. But when they go to shops, availability, shelf
allotment and CP drive them to purchase. I talked to a lot of respondents about the CP offered by detergent
brands. They said, they don’t believe or get influenced when a detergent brand offers big number of
rewards like washing machine or big amount of money. Most people think they are not lucky to win this
offer. This doesn’t help sales growth. But most people get influenced to purchase a brand when a detergent
brand offers something instant reward like mug, bucket or price discount.

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Trends in Detergent Brands
After the covid pandemic people are now more price sensitive and people spend more time in social
platform and online. That’s why detergent brands are promoting and advertising in online platform more
than traditional media and many detergent brands are offering price efficiency and less usage of detergent
for more clothes. This is trending in detergent powder brands. Detergent brands are also trying to make
different approaches in tvc making. For example: Surf Excel offers exploration and freedom to child, Rin
offers women empowerment. Because traditional approach like cleaning or washing clothes (white shirt)
of some random office going male or female is common. People don’t remember specific brand names
because a lot of brands have made same approach in advertisement.

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 Consumer & Retail Visit at Korail
a) Consumer Insights Summary

Demographic profile of the respondents:

Gender Ratio: 35 female & 15 male

Age group: 20-30 & 30-40

SEC: C & D

Education: Mostly uneducated

Available Detergent Powder Brands in Retail Stores (around 30 shops): Fast Wash, Keya, Tibet,
Wheel, Rin. Surf Excel, Pocha, JCI, Risan, White Wash.

Available Ball Soap Brands: Keya, Tibet, Chaka, Nirala, White Wash.

43
Available Fabric Brightener: Chamak, Ujala.

Most Selling Brand in Terms of Selling: Wheel, Fast Wash, Keya, Tibet, Rin, Surf Excel (Mini Pack).

Brand Loyalty: Most of the customers are not loyal to any specific brand.

Customer type: Highly price-sensitive customer.

Factors may influence them to buy Chaka Detergent: Availability, Less price, Discount, Free Offer.
Retailer’s Perspective: They keep those brands which customers mostly want (Wheel, Rin, Fast Wash,
Surf Excel) and those brands which offer retailers trade allowance and discount like Keya, Pocha, Risan,
JCI.

b) Detailed Insights

We talked to almost 50 consumer and 30 retail stores. Among the consumers, around 35 were female.
Customers in korail are not convinced or influenced by the advertisement and marketing activies of brands.
They buy those brands which are available in adjacent shop and most of them consider low price for
choosing which brands to buy. ‘Wheel’ is the most popular brand name among the common customers
but that doesn’t mean they only buy wheel. They go to shop, compare the price of available brands and
buy the brand which matches their income level. Most customers said they buy wheel, fast wash, keya,
Tibet, surf excel. Because these brands are available in almost all shops and offer low priced products
except Surf Excel. They do not have any specific requirements like fragrance, less effort. They expect
good washing qualities, less price and foam from detergent. Most of the them but 500gm sized pack but
it varies according to the size of their family and frequency of purchase. Some of them (15-20) use wheel
bar and keya ball soap along with detergent powder. Rest of the people don’t use any ball soap or bar
soap. For heavy dirt sometimes they use bleaching powder and lemon to remove the dirt. They even use
beauty soap in cloth washing. We found some people who used to buy chaka ball soap before but they
have shifted to keya ball soap and wheel because chaka ball soap becomes harder and gets cracked after
few days and do not deliver enough foam.

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 Image 1: Image of a Local Retail Store at Korail

This image was captured at a wholesaling shop. He keeps the brand which is popular, and customers want
mostly and the brands which offer them trade allowances. He said that he could pay to Keya, Pocha, JCI,
Risan after selling the products. He said Fast Wash, Wheel, Rin, Surf Excel don’t offer like these brands,
but these brands have high popularity and demand in market that’s why he keeps those brands also.

1. Popular Brand Among them

Wheel is the most popular brand name among them. But they do not buy only Wheel. They compare the
price of different brands in their nearest shop and buy the brand which is available and matches their
income level.

2. Preferred Pack Size Almost all the respondents said they prefer to buy a 500gm sized pack, but it
varies on the size of family members. Those who buy all groceries at the start of the month prefer the 1kg
size. But most of their income comes on a daily basis. So, most of them cannot buy a 1kg or 2kg pack.

45
3. Perception on Ball SoapMost customers who use ball soap are using keya and Tibet ball soap and
wheel bar soap. They said chaka ball soap gets harder and cracked within a few days of using.

4. Alternate Usage of Ball Soap

Many respondents use bleaching powder and lemon for removing heavy dirt. They sometimes use beauty
soap also.

5. No Brand Loyalty

Talking with the 50 respondents, we did not find any Brand Loyalty among the customers segment of
Korail area. They are mostly Influence by price offerings & promotional offerings.

6. Customer’s Price Sensitivity

Among the respondents most of the consumers showed price sensitivity while asking the reason behind
choosing detergent.

7. Factors May Influence them to Purchase

Maximum respondents said that they would be influenced by more availability, less price, discount offer
and free offer while choosing the detergent brand.

Retail Visit at Pallabi

Retailer’s Demographic profile:

Location: Pallabi, Mirpur-12, Dhaka

Store Type: Super shop & Grocery Shop
Store Ratio: 15 Retail Store & 5 Supershop
Total number of shops visited: 15
Super shop: 5
Most selling brands: Rin.
Availability of Chaka Super White: 33.33%
Availability of Chaka Advanced: 20%
We ranked the brands available of those 15 retail shops in terms of selling. Super White was available in
only 33.33% of shops. The ranking of Super White in those shops in terms of selling is consecutively 4th,
4th, 6th, 6th and 6th. Chaka Advanced was available in only 20% of shops. Ranking of Chaka Advanced is

46
5th, 5th and 6th. We visited 5 super shops- Prince Bazar, Shwapno (two outlets), CSD, Amana Big Bazar.
We found super white and chaka advanced in 4 shops, but their shelf allotment is not convincing. Both of
our products have less visibility, and they are placed either in a corner or lower rack.
Availability
Sl Highest Selling Brand Ranking of Brands Available in Terms of Selling
Super White Advanced

1 Wheel Wheel Rin Surf Excel Ghari No No

2 Rin Rin Wheel Fast Wash Super White Surf Excel Ghari Uniwash Yes No

3 Rin Rin Tibet Fast Wash Surf Excel Uniwash Keya No No

4 Fast Wash Fast Wash Rin Wheel Surf Excel Chaka No Yes

5 Rin Rin Wheel Surf Excel No No

6 Wheel Wheel Rin Surf Excel Fast Wash Chaka Tibet No Yes
7 Wheel Wheel Rin Surf Excel Keya Fast Wash No No

8 Rin Rin Wheel Surf Excel Super White Keya Ye s No

9 Rin Rin Wheel Surf Excel Fast Wash Ghari Uniwash No No

10 Rin Rin Wheel Ghari Rocket Surf Excel Chaka Dhopa No Yes

11 Wheel Wheel Rin Surf Excel Keya Tibet Super White Yes No

12 Rin Rin Wheel Fast Wash Surf Excel Ghari Super White Yes No
13 Rin Rin Fast Wash Wheel Surf Excel No No

14 Wheel Wheel Rin Fast Wash Surf Excel Tibet No No

15 Surf Excel Surf Excel Rin Wheel Fast Wash Keya Super White Yes No

47
 Key Takeaways from survey

• Out of 50 respondents in korail, 33 don’t know about the Brand Super White and Chaka Advanced
detergent powder.

• They have confusions regarding the brand names Super White, Mr. White, White Wash.

• Super White and Chaka Advanced are not available in a considerable amount of retail shop.

• In Super shop at Pallabi, shelf allotment of Super White and Chaka advanced is unnoticeable or
harder to find.

• Customers do not remember any recent advertisements and special features about these two
brands.

• Respondents from Korail as well as the employees of STL said that the quality of Chaka ball soap
is not good enough. Chaka ball soap gets harder and cracked within few days. That’s why many
previous customers have shifted to Keya and Tibet ball soap and Wheel bar soap.

• Many domestic detergent brands are available in many shops because they offer trade allowance
to the retailer.

48
 Survey Among Stakeholders

Stakeholder’s Demographic Profile:

Gender Ratio: 10 female & 5 males
Age group: 20-30 & 30-40
SEC: A & C
Education: Mostly Graduated
Top of the mind brand awareness check:

• Rin holds the highest top of mind rate.

• Most employees ranked surf excel in first place while choosing best 5 detergent brands.
• Super White and Chaka advanced holds 3rd, 4th and 5th place most of the time.
• Most Popular Brands – Surf Excel and Rin.
Some complaints about Super White and Chaka Advanced from Stakeholders-
• Less fragrance
• Less advertisements and no special advertisements or marketing activities to remember.
• Less visibility
• Less availability
• Bad shelf allotment
• Low brand value
• Foam gets vanished within a few minutes.
• Do not melt properly.
• Chaka ball soap gets harder and cracked within few days.

49
 Survey in Mirpur Area
Do you Do you know
Top of The Mind Awarness
Sl Respondents Location Contact know about about Super
Chaka? White?
1st 2nd 3rd 4th 5th
1 Tahmina Muslim Bazar Wheel Rin Fast Wash Yes Yes
2 Hashi Muslim Bazar Wheel Rin Fast Wash Yes Yes
3 Md. Billal Muslim Bazar 01770777628 Surf Excel Wheel Rin Yes No
4 Amena Muslim Bazar 01307711531 Wheel
5 Shahanaj Muslim Bazar 01947841460 Wheel Rin Surf Excel Yes No
6 Asif Lal Matia Wheel Jet Surf Excel Rin Yes No
7 Rajib Muslim Bazar Surf Excel Fast Wash Rin Yes No
8 Shima Muslim Bazar Wheel Fast Wash Rin Chaka Yes Yes
9 Ashraful Muslim Bazar Wheel Rin Yes Yes
10 Mijanur Muslim Bazar Wheel Surf Excel Rin Chaka No No
11 Fatema Muslim Bazar Rin Surf Excel wheel Ghari Fast Wash No No
12 Shojol Muslim Bazar Wheel Rin Ghari Fast Wash Surf Excel No No
13 Selina Muslim Bazar Rin Fast Wash Surf Excel Yes No
14 Forhad Muslim Bazar 01304350119 Wheel Rin Surf Excel No No
15 Asif Lal Matia Wheel Jet Rin Fast Wash Yes yes
16 Sanjida Muslim Bazar Rin Wheel Fast Wash Saudagar Somoy yes Yes
17 Jisan Zia Colony 01969299441 Wheel Rin Surf Excel Keya Chaka Yes No
18 Ahad Muslim Bazar Rin Wheel Fast Wash Surf Excel No No
19 Jibon Muslim Bazar Surf Excel Wheel Fast Wash Rin No Yes
20 Selina Muslim Bazar Rin Wheel Surf Excel Fast Wash No No
21 Atikur Muslim Bazar Wheel Surf Excel Rin Ghari Chaka Yes No
22 Abdullah Kala Pani 01719942361 Wheel Rin No No
23 Sumon Kala Pani Wheel Surf Excel Rin Uni Wash Yes no
24 Jannat Kala Pani Wheel Surf Excel Fast Wash Rin Chaka No No
25 Md. Amjad Kalapani 01902368191 Ghari Rin Surf Excel Wheel Yes No
26 Monjur Kala Pani 01902368191 Wheel Rin Surf Excel Fast Wash Yes No
27 Shahina Kala pani Wheel Fast Wash Ghari No No
28 Rumana Kala Pani Ghari Rin Surf Excel Super White Yes No
29 Rabyea Kala Pani Fast Wash Surf Excel wheel Yes No
30 Morjina Kala Pani Ghari Rin wheel Fast Wash No No
31 Nazmi Kala Pani Rin Surf Excel Fast Wash Ghari No No
32 Sharmin Kala Pani Ghari Fast Wash Rin Wheel Chaka Yes No
33 Fatema Kurmitola Camp Uni Wash Ghari Fast Wash Mr. White No No
34 Shithi Kurmitola Camp Uni Wash Rin Ghari Ray No No
35 Muskan Kurmitola Camp Fast Wash Rin wheel Ghari Chaka Yes No
36 Nur Nahar Kurmitola Camp Ghari Rin wheel Wheel No No
37 Afiya Kurmitola Camp Fast Wash Rin Fast Wash Ghari No No
38 Sitara Kurmitola Camp Fast Wash Rin wheel Ghari No Yes
39 Zohir Kurmitola Camp Fast Wash Rin wheel Ghari Yes Yes
40 Asif Kurmitola Camp Fast Wash Wheel Surf Excel Rin Chaka Yes Yes
41 Ramjan Kurmitola Camp Fast Wash Ghari Rin No Yes
42 Ashraful Benaroshi Polli Rin Surf Excel wheel Fast Wash Chaka Yes No
43 Mizanur Benaroshi Polli Rin Wheel Yes Yes
44 kaniz Benaroshi Polli Rin Fast Wash wheel Ray Yes No
45 Mim Benaroshi Polli Wheel Surf Excel Rin Surjo Chaka No Yes
46 Nipa Benaroshi Polli Rin Wheel Fast Wash Super White Mr. White Yes Yes
47 Selina Benaroshi Polli Surf Excel Jet Rin Fast Wash Wheel No Yes
48 Nilufar Benaroshi Polli Rin Wheel Surf Excel Fast Wash Ray No Yes
49 Dilruba Benaroshi Polli Fast Wash Surf Excel Jet Rin Wheel Yes No
50 Shahid Benaroshi Polli Fast Wash Rin Ghari Wheel Surf Excel Yes Yes
51 Madhuri Benaroshi Polli Rin Wheel Surf Excel Uni Wash Ghari No No

50
Top of the mind awareness check
Top of the Mind Awarness
Wheel Fast Wash Rin Surf Excel Ghari Uni Wash
37% 19% 23% 9% 9% 3%

Know about Advanced Don't Know Know about Super White Don't Know
55% 45% 33% 67%

In terms of top-of-mind awareness Chaka Advanced comes only 10 times in top 5 among 51 respondents
while Super White comes only 2 times.

From different areas in Mirpur, we understood that almost half of people know about either Chaka Super
White or Chaka Advanced. But they are not satisfied with the quality of these detergent powders compared
to many detergents in the same price segment.

Most preferred SKU: 500gm & 1kg

51
 Chapter 7: Recommendations and Limitations

Recommendations and scope for STL

1. Square Toiletries can launch or work on Baby liquid detergent to increase brand awareness and
capture market share. This is a scope where Square can put their effort and capture a full potential
target market. There is no baby detergent manufactured by Bangladeshi company in Bangladesh
now. Jet first introduced baby detergent in Bnagladesh a long time ago. But they couldn’t capture
the market because at that time people were not aware or concerned about baby products. But now,
people are really concerned about baby products. Babies have sensitive skin. Normal detergent
makes clothes harsh which is not suitable for baby. Babies have sensitive skin too. Most mothers
use just a little bit detergent and anti-bacterial liquid like savlon or Dettol to wash baby clothes.
Square can offer anti-bacterial baby detergent which can clean the clothes perfectly, keeps clothes
soft and germ free and soothing fragrance for baby.
2. Square should work on a better advertisement or Tvc. Most people don’t remember TVC of Chaka
Advanced or Chaka Super White. Many detergent brands are trying to make different approaches
in tvc making. For example: Surf Excel offers exploration and freedom to child, Rin offers women
empowerment. Because traditional approach like cleaning or washing clothes (white shirt) of some
random office going male or female is common. People don’t remember specific brand names
because a lot of brands have made the same approach in advertisement. In fact, when people are
asked to remember any TVC or advertisement of Chaka, they remember the advertisement acted
by Borsha. Because it was a different dramatic approach.
3. Square should work on the detergent’s fragrance. Fragrance is really an important factor to the
users. People actually didn’t like the fragrance of Chaka Super White and Chaka Advanced during
many sniffs tests I conducted during this internship period. Square can work on detergent which
has better fragrance not only before wash but also after wash. If clothes contain good fragrance
even after washing it will be unique and people will really like it.
4. Square is advertising Chaka Super White’s TVC on Metro Rail. From my several personal
experiences, I can say during metro rail journey a lot of people don’t watch on screen more than
once especially in rush hour. If Mediacom broadcasts a live cricket tournament in the upcoming
t20 world cup I think it will help a lot. In rush hour people don’t usually use phones. They don’t

52
 do anything. But Bangladeshi people have soft corner in their mind for cricket. If a cricket match
is on the screen most of the passengers will look at the screen all the time. If Square work on their
advertisement and make different approached TVC based on cricket and broadcast that TVC
during t20 world cup, Chaka Super White will gain huge brand awareness which they lack now.
5. Square must work on the detergent’s quality. From the surveys it is obvious that a lot of previous
users switched to other brands due to quality lacking. Chaka Super White must have the quality
what they are saying in TVC or on packaging.

Limitations

1. Sampling Bias: The study's findings may be influenced by sampling bias if the sample population
does not accurately represent the broader population of detergent powder consumers in
Bangladesh. For example, if certain demographic groups are overrepresented or underrepresented
in the sample, the results may not be generalizable to the entire population.

2. Self-Reporting Bias: The data collected through surveys or interviews may be subject to self-
reporting bias, where participants provide responses that they perceive as socially desirable or that
align with their beliefs. This bias could affect the accuracy and reliability of the findings,
particularly regarding sensitive topics such as laundry habits or brand preferences.

3. Limited Generalizability: The study's findings may have limited generalizability beyond the
specific context of the sample population and research settings. Factors such as regional variations,
cultural differences, and socioeconomic disparities may impact consumer behavior and attitudes
differently across different regions of Bangladesh.

4. Time and Resource Constraints: The study may face limitations due to time and resource
constraints, particularly if there are limitations on the availability of time, budget, or manpower to
conduct comprehensive data collection and analysis. This could result in a narrower scope of
investigation or a smaller sample size, potentially limiting the depth and breadth of the study's
findings.

53
5. Response Rate Variability: The study's response rate may vary, leading to potential non-response
bias if certain groups of respondents are more likely to participate in the survey or interview
process than others. Low response rates could affect the representativeness of the sample and the
reliability of the study's findings.

6. Social Desirability Bias: Respondents may provide answers that they perceive as socially
desirable or acceptable, rather than reflecting their true attitudes or behaviors. This bias could
distort the accuracy of the data collected, particularly in relation to sensitive topics such as laundry
practices or brand preferences.

7. Limited Scope of Investigation: The study's scope may be limited by factors such as time
constraints, access to data, or research resources. As a result, certain aspects of consumer behavior
or attitudes related to detergent powder usage may not be fully explored or analyzed, leading to
gaps in the study's findings.

8. External Influences: External factors such as changes in market conditions, economic

fluctuations, or unforeseen events (e.g., natural disasters, public health crises) could impact
consumer behavior and attitudes during the study period, potentially affecting the validity of the
study's findings.

54
 Conclusion

In conclusion, the study on consumer insights regarding detergent powder usage and attitude patterns in
Bangladesh provides valuable insights into the preferences, behaviors, and trends shaping the detergent
powder market in the country. Through comprehensive data collection, analysis, and interpretation, the
study has shed light on various factors influencing consumer decisions related to detergent powder usage,
including brand preferences, laundry practices, and purchasing behaviors.

The findings of the study highlight the significance of brand reputation, product quality, fragrance, pricing,
and marketing efforts in shaping consumer perceptions and preferences regarding detergent powder
brands. Additionally, the study has identified key factors such as convenience, packaging design,
environmental considerations, and word of mouth recommendations as influential factors driving
consumer choice in the detergent powder market.

Despite the study's contributions, it is important to acknowledge certain limitations, including sampling
bias, self-reporting bias, and time/resource constraints, which may have influenced the study's findings.
These limitations underscore the need for cautious interpretation and generalization of the results.

Moving forward, the insights gained from this study can inform strategic decision-making processes
within Square Toiletries Limited (STL) and other stakeholders in the detergent powder industry. By
understanding consumer needs, preferences, and behaviors more deeply, companies can develop targeted
marketing strategies, product innovations, and distribution approaches to better meet the evolving
demands of consumers in Bangladesh.

In conclusion, while this study provides valuable insights into consumer attitudes and usage patterns
regarding detergent powder brands in Bangladesh, further research and ongoing monitoring of consumer
trends are essential for maintaining market competitiveness and meeting the diverse needs of consumers
in the dynamic and evolving consumer goods landscape.

55
 References

• Go4WorldBusiness. (n.d.). Detergent Suppliers in Bangladesh. Retrieved from

https://www.go4worldbusiness.com/suppliers/bangladesh/detergent.html

• CEIC Data. (n.d.). Bangladesh: Production by Commodity - Production Soap & Detergent.
Retrieved from https://www.ceicdata.com/en/bangladesh/production-by-commodity/production-
soap--detergent

• Singh, J., & Kaur, S. (2018). Study on the Consumer Preference for Detergent Powder in
Kapurthala District of Punjab. Retrieved from
https://www.researchgate.net/publication/324035367_Study_on_the_Consumer_Preference_for_
Detergent_Powder_in_Kapurthala_District_of_Punjab

• Sultana, F., & Islam, A. (2015). Marketing Detergent in Bangladesh. Retrieved from
https://www.scribd.com/document/265430766/Marketing-Detergent-in-bangladesh

• Narayanaswamy, S., & Dhivya, K. (2021). A Study on Retailer and Customer Attitude Towards
P&G Detergent Powder in Coimbatore City. Retrieved from
https://www.researchgate.net/publication/364308772_A_Study_on_Retailer_and_Customer_Atti
tude_Towards_P_G_Detergent_Powder_in_Coimbatore_City

• Fortune Business Insights. (n.d.). Liquid Laundry Detergent Market. Retrieved from
https://www.fortunebusinessinsights.com/liquid-laundry-detergent-market-102962

• Metrochem Group. (n.d.). Latest Trends in the Detergent Industry and Overview. Retrieved from
https://metrochemgroup.com/latest-trends-in-the-detergent-industry-and-overview/

56
 Appendices

Survey Questionnaire
1. Name:
2. Age:
3. Contact:
4. Total family members:
5. What do you use for washing clothes?
6. What procedure do you use for washing clothes?
7. How much washing powder do you use for washing one bucket of clothes?
8. How much detergent powder do you use in a month?
9. Which brand do you buy?
10. Who takes the decision of purchasing detergent and from where do you buy detergent powder?
11. Who washes clothes in your house?
12. Do you use different detergent powders for different types of clothes?
13. Are you satisfied with your current detergent brand?
14. What types of problems are you facing with your current detergent brand?
15. What change do you want in your detergent powder?
16. What is the reason for changing your previous detergent powder?
17. What do you see, or do you see anything in packaging while purchasing detergent powder?
18. Do you use different types of detergent powder?
19. Do you use laundry bar along with detergent powder?
20. How often do you change your detergent brand?
21. Is your detergent brand capable of removing any types of stain?
22. For removing which types of stain, do you face problem most?
23. What is your main concern during washing clothes? (Stain, Time, Cleanliness)
24. Do you know the MRP of your detergent brand?
25. Do you want or consider any consumer promotion or discount or any types of offers while
detergent powder?
26. Which SKU do you buy mostly for your family?

57