MARKETING RESEARCH REPORT
TO FIND THE MAIN FACTORS EFFECTING THE PURCHASE DECISION IN Anti aging products in reference of OLAY
March 5, 2008
SUBMITTED TO: SUBMITTED BY:
PROF. Pankaj Priya
tion A, PGDM (FT) Sec
Table of contents
1. Background study 2. Secondary Data 3. Literature review 4. Research Methodology 5. Management Decision Problem 6. Management Research problem
Methodology or approach(research Questions and hypothesis)
8. Questionnaire design 9. Company profile 10. Analysis and findings 11.Conclusion 12.limitations 13.references
The anti-aging market is one of the largest in the world. The majority of these people want to find a way to fight aging, which is why there is such a high
to heat activation. meaning better.demand for products which hide or fight the signs of aging. compared with just $2 billion for appearance products. The slow release into the skin sustains the benefits of the active. Botox etc. It is a great thing that there are so many anti-aging products available. the past two years have seen skin care march ahead of hair care as the fastest growing product sector. holistic approach to personal care has regenerated itself in the form of organic preservatives. they provide aroma therapeutic and anti-oxidant wellness for the user. The FDA has only approved Botox for use on an extremely limited area (less than 5% of our entire face).7 per cent a year over the next five years. specialty actives and delivery systems are helping drive the fast-growing cosmeceutical market. get a new set of injections and spend more money (about $700). In Latin America.5 billion in the U. Despite a shorter shelf life.S. at US$2. reaching a total value of
. The overall anti-aging market was set to grow by 8. Consumers are returning to the notion that natural is healthier. are buying more anti-aging products.8 billion market by 2008. alone. Organic personal care and cosmetics are expected to grow into a US$5. while preserving the integrity of the product. in spite of the region's low disposable income. Mainly due to new technologically advanced products. There have been many options for controlling on wrinkles like Plastic surgery. Consumers have also become increasingly well informed about the advances in the skin care sector. After which we need to again and again set up appointments with a doctor. anti-aging and anti-cellulite sales increased by 22% and 25%. From time-release. but plastic surgery could not get success because of its complexity and high cost and remained in the reach of film stars and high profile people. With skin care accounting for 59% of the cosmeceuticals market. to nanosphere bursts. Botox addresses only one aspect of facial rejuvenation — motion wrinkles. in the hopes of preventing wrinkles and maintaining a youthful look. This is also due to the fact that people under 30. Same the case is with Botox but it was not complex and it is relatively economical. to film technology.. Anti-aging creams are now being used by people under 30 for wrinkle prevention because of growing consumer awareness of anti-aging solutions. and the natural. new actives for skin care have plenty of room to grow..every 3 to 6 months. But Botox has its own side effects. The effect of Botox injections almost completely disappear within 3 to 6 months. Anti-aging skin care products are expected to grow 11% annually by 2008. Regular injections risk skin and nerve damage and actually thin the skin exacerbating some skin problems. The report from Fredonia Group entitled Anti-Aging Products sets the 2004 market for health maintenance products at $18 billion in 2004. longer-lasting products.
despite Oriflamme’s and Avon's steady business. In fact. Mary Kay Cosmetics Pvt. with the highest increase. breaking this down for products specific to the anti-ageing market. Watching this opportunity International direct seller Mary Kay Inc. Anti-ageing products tend to focus on skin care. Products have been priced to attract both mass to mid-range consumers.6 percent. appearance products are slated for 17. the figures are even more dramatic. president.6 percent growth.. Targeting the high growth Indian beauty market. The company plans to create a pull in the market rather than push. and its consultants are being trained to act as beauty advisors rather than just salespersons." A survey at the Dubai and Heathrow airport retail outlets showed that Clinique was the most purchased skin care product among returning Indians.K.8 percent. a figure that is second only to the hair care sector.2 billion in 2004.3 billion globally. But although health maintenance products are expected to increase by 13.$30.742. We have kept the pricing affordable so that the maximum number of women can buy them. The market has matured. in Gurgaon. where anti-wrinkle cosmetics are now taking the market by storm. indicating a growth rate of 11. Euromonitor International estimated that the total market for skincare products is valued at $38. launching its Botanical Customized Skin Care Collection in India. Speaking on While the market for direct selling beauty companies hasn't been very strong in the country.4 per cent. According to Indian census report 113. However. For products that target specific age-related conditions. "We want to make this brand available to all working women looking for good skin and makeup.306 females are in the age group of 34-59 years. Ltd. of 19. Mary Kay expects 50% of its business to be generated by its skin care range and the rest by its color cosmetics and body care offerings. Chua. the global market was estimated at $6.9 billion in 2003. the company created a much focused product portfolio that answered beauty needs specific to Indian women. The company plans to invest approximately $20 million in the country over five years." said Hina Nagarajan. Mary Kay Asia-Pacific. So huge potential is lying in.
. New Delhi. country manager. has set up its Indian subsidiary. "We anticipate generating the same success in India that we have seen in other Asia-Pacific markets. in the skin care subcategory.7 billion by 2009. compared to an estimated value of $20. Mary Kay is confident to bring a paradigm shift with its new selling strategy and approach. Mary Kay India." said K. and Indian women are ready to spend on looking good and feeling good. India's personal care market is becoming more sophisticated as the country Westernizes according to a Kline and company report published earlier this year.
now Olay is present in over 55 countries globally. the brand has been distributed and has been available in the grey market all this while. In India. Olay was formulated as a fluid moisturizer by South African chemist-entrepreneur Graham Wulff and launched officially in 1957.
Launched in 1957 in South Africa.
The compound annual growth rate of the market in the period 19992003 was 10.The Olay Total Effects Challenge*. Chennai. has been launched only in six metros in the first phase in India and has been endorsed by former Miss Universe and actor Sushmita Sen. Kolkata. the pink lotion' it is now known as just 'Olay' and enjoys a high recall value in India. Olay Total Effects. This is an opportunity to enable many more women to experience the delight of one product that takes care of several ageing skin needs.
The anti-ageing cream.8%. chemists.
.4% in 2003 to reach a value of $94 million. Delhi.4% in 2003.Once popular as 'Oil of Olay. The Indian skincare market grew by 9. Mumbai. and Bangalore.000 outlets including hyper retail stores.0% to a low of 9. After the overwhelming response by discerning Indian women to the Olay Total Effects. beauty advisors and the existing distributors in Hyderabad. Annual growth has fallen steadily from its 2000 high of 12. P&G has now initialed a unique campaign . "Initially 'it is made available at around 2.".
has carved a reputation for delivering superior quality. 1 beauty shampoo.5% in 2003 to reach a volume of 69 million units. P&G Home Products Limited is one of India's fastest growing Fast Moving Consumer Goods Companies that has in its portfolio P&G's global brands such as Ariel and Tide in the Fabric Care segment.8%. and in the Hair Care segment: Head & Shoulders . The compound annual growth rate of the market volume in the period 1999-2003 was 8.world's largest selling anti-dandruff shampoo. 1 shampoo.
. Pantene . and Rejoice . value-added products to meet the needs of consumers. The Indian skincare market grew by 8.1%. USA that in India.world's No.Asia's No.Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven signs of ageing It is a breakthrough anti-ageing moisturizer containing the patented Vitaniacin formulation.The strongest growth was in 2000 when the market grew by 9. P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company.
The leading revenue source for the Indian skincare market in 2003 was the facial care sector. Because of the limitations of resources and funds we are taking secondary data as of 1999-2003 which is quite old. the facial care sector was outperformed by body care.
In 2003. Till this time market for anti aging was not created. Sun care products held the smallest share (4. an increase of 49% since 1999.8% of the market's value. which accounted for just over 72% of the market's value.1% of the Indian skincare market Body care made up a further 12. In theory and background a better and real scenario is projected. Hence figured data have its own limitations. In value terms this sector was worth $67. Despite its leading position. facial care products totaled 72. It is unlikely that this sector will challenge the leading sector's position going forward. reaching a value of $12 million.
. which grew by 62% between 1999-2003. In addition the body care sector generated the second largest revenues in 2003.2%) in 2003. equivalent to 13% of the market's value.9 million in 2003.
leading to the Indian market’s share rising by 0.3
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.9 % of the Asia-Pacific market by the end of this period.4%. the market is forecast to reach a value of $134. accounting for 0. having grown with a compound annual growth rate (CAGR) of 10. its growth rates are forecast to fall over the next five years. This growth was substantially larger than that of the Asia Pacific market itself. By 2008. The Indian skin care market reached a value of $94.8% in the 1999-2003 periods.1 million in 2003. The compound annual growth rate of the market in the period 2003-2008 was predicted to be 7. The Indian skin care market has experienced an exceptionally high rate of growth during the past five years making it one of the world's strongest performing skin care markets. Its present value in India is $525 Mn.2 percent age points during 1999-2003. However.8% since 2003. During the next five years the market is expected to experience declining growth rates.Market Value Forecast In 2008 the Indian skincare market is forecast to have a value of $134 million. an Increase of 42.
4% in the 2003-2008 period. In the cosmetics aisle. but this spring Max Factor and Revlon's Vital Radiance failed
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. and an influx of European brands carry price tags as high as $80 in some drugstores. L’Oreal and Neutrogena sell products for over $20.
Olay is not alone in its efforts to increase prices at $27.million. Physicians Formula has fueled sales and space gains with premium prices. In skin care.9% respectively.99 each also. higher than the Asia-Pacific and global market CAGRs of 4% and 3. which equates to a CAGR of 7.
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.to convince women to pay more for their offerings. Both lines have lost display space and Revlon has discontinued Vital Radiance.
With the skin care market showing double-digit annual growth. "With our latest Olay anti aging product. The poll found that: 87 percent of adults say that if they could change any part of their body for cosmetic reasons. nearly half of the 2510 respondents (47 percent) gave themselves a score of 5 or lower. since looking youthful is a key beauty trend. We also tweaked the product a bit to suit Indian skin types. and on a scale of 1 to 10 (with 1 being least happy). In an online poll. we want to focus on it and put in the right amount of resources and energy behind each one of them. It has been doubling every year for the last three years. and there is a readily apparent fear of aging. In speaking about the market share the company looks to gain with the Indian launch of the new product.Literature review
Looking better seems to equate with looking younger. and we believe the time is right now." Olay Total Effects has been launched in six metros for the first phase of the launch. Vohra added. which means there is huge potential. this move fit in our sequence of priorities. and the company plans to extend its presence to 25 cities and then add another 44. A survey released by the Federation of Indian Chambers of Commerce and Industry (FICCI) reveals that 12 personal care products would continue to register growth rates that vary from 10 per cent to 20 per cent and above. Many Urban adults seem to be dissatisfied with their natural appearance. we wanted to make sure that it is right from an economic standpoint. Justifying the move. With the launch of four new Olay brand skin care products. P&G India. Vohra said that the anti-aging products market is still nascent in the
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. Finally. Today." P&G rival HUL launched its Pond's International range of skin care with targeted approach for every age group and skin type. we want to establish a strong presence in the country. half would change multiple body parts … Fewer than 1 in 7 adults (18 percent of men and 10 percent of women) are happy enough with their bodies that they wouldn’t change a thing. we feel we can make a difference to Indian women with specific skin care needs. head of marketing. "Today. because whenever we launch something new. P&G-owned Olay arked its entry into the $535 million Indian skin care market with Olay Total Effects Anti-Aging cream. but we delayed our entry because we wanted to be absolutely sure that the product is right for Indian skin. they would. and Olay's delayed entry might cost the company some market share. "There are other players already present in the market. Popular Demographics asked adults to rank their level of happiness with their personal appearance. Secondly. anti aging is only 3% of the total skin care market at [$15 million]. women are more willing to embrace anti aging products." said Sumeet Vohra.
while unit sales grew 3 percent. several mass retailers have locked Definity behind glass to prevent theft. Industry consultant Allan Mottus declared." Referring to Max Factor and Vital Radiance's troubles. it has doubled in the last three years) Development of the skincare category in India
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." A higher cash register ring does come with challenges.'s Cosmetics & Toiletries USA 2005 Report. For instance. P&G found that many women arrived at department store counters armed with knowledge and in some cases knew more than the beauty adviser. The company has previously introduced three other skin care ranges—White Radiance. dollar sales of facial treatments increased 7. Mellage said that dollar sales across all beauty channels including mass. "retailers were initially attracted by their higher price points." said Carrie Mellage. noting that women are seeking products with technology that improve their appearance. consumer products. K. industry manager.000 outlets— including hyper retail stores. Chennai. Initially Olay Total Effects will be available in around 2. spa.. according to Kline and Co. unlike the Chinese market where there is a high population of working women. To that extent. She's feeling pretty burnt out. Beauty Fluid and Olay Cleansers—to the Indian market. specialty and direct -. Joshi senior consultant and coordinator of dermatology at Indraprastha Apollo Hospital New Delhi.country. "We are seeing price escalation in skin care. The problem is the consumer isn't willing to pay those prices. "Drugstores need MAC Cosmetics and Clinique pricing to survive.8 percent.
• • •
Anti-ageing solutions are nascent but gaining ground Fastest growing segment in the skincare market (approximately 3 per cent of the overall skin category. indicating that price tags are inching up. And in India that segment is still small. prestige. so there is ample room for the company to grow. Brace said. R. "The consumer drive for sophistication is driving prices higher. chemists.are increasing at a more rapid clip than unit sales." “It is the working woman who is more conscious of the way she looks rather than the woman who stays at home. the brand might have its limitations in India” said Dr. beauty advisors and through existing distributors in Delhi. Mottus continued. He added that on shop-along with consumers who buy beauty across multiple channels. Kolkata. for Kline & Co. Mumbai. Last year. Brace said that P&G is working to resolve such issues as price points climb higher. "There is a great need to increase awareness about this product." Vohra added. Hyderabad and Bangalore. but that excitement didn't hold the last three or four months.
Growing consumer awareness
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Single cross sectional design: Since the data collected in primary research through administration of questionnaire will be done for one sample of respondents drawn from the target population of consumers and this survey will be conducted once.
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Reasons for choosing a particular research design
Exploratory research: Since this research helps to assist the decision maker in determining.
Descriptive research: This method is used by analyzing the questionnaire that had been filled by consumers to find the main factors among the factors that had been spotted by exploratory research. The methodology and techniques designed is the program that guides the investigator in the process of collecting. A Research Design consists of the following parameters • • • • • Exploratory research will be done on the information collected Use of descriptive research in conclusion research design to attain the objective of research through “single cross-section design” The measurement and scaling procedure that can be adopted for the research are dependent on the questionnaire designed and validity or degree of precision desired. evaluating and selecting the factors which prompt consumers to buy anti aging products from external sources and reports. Information has been collected from a given sample of population only once by drawing the sample of respondents from the target population. Questionnaire design Sampling process and sample size. The research in this case is exploratory research. analyzing and interpreting data. Single cross-sectional study has been used here.Research design
A research design is a logical and systematic plan prepared for directing a research study.
Defining the target population: • With regards to consumers any individual above the age of 25 formed the part of target population
Sampling Frame: Consumers were selected on the basis of convenient judgmental sampling. companies’ websites and based on the talks with the company report.
Primary data: The Primary Data was collected from the survey which involved meeting with consumers and getting a Questionnaire filled.
Scope of the study: Area: Metros
Time: 2 months Product scope : The products in the anti aging segment of all companies.Secondary data: Secondary data was collected mainly through the Internet. Sample size • The Sample Size for Consumers is 64.
ASSUMPTIONS FOR THE STUDY
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The degree of confidence and degree of precision are enough for the study.
MANAGEMENT RESEARCH PROBLEM:
To identify the factors which influence purchase decision of Indian consumers.
MANAGEMENT DECISION PROBLEM:
TO GAIN LEADERSHIP IN ANTI AGING SEGMENT FOR OLAY (P & G). sample and sample size will be representing the target population.• • • •
The research is done by not focusing on the effects of time and cost consideration.
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. The method of convenient sampling and sample frame selection will not lead to much error in answers. The selected sample unit.
Does Income have any relation with use of anti-ageing products to consumers? Ho: Income doesn’t have relation with use of anti-ageing products to consumers H1: Income has relation with use of anti-ageing products to consumers
3. Does Quality affects the purchase decision? H0: Quality doesn’t affect the purchase decision H1: Quality effects the purchase decision
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. Does Brand name affects the purchase decision? H0: Brand Name doesn’t affect the purchase decision H1: Brand Name affects the purchase decision
4.RESEARCH QUESTIONS AND THE HYPOTHESIS
1. Does age have relation with use of anti-ageing products to consumers? Ho: Age doesn’t have relation with use of anti-ageing products to consumers H1: Age has relation with use of anti-ageing products to consumers
Does Promotional schemes affect the purchase decision? H0: Promotional Schemes doesn’t affect the purchase decision H1: Promotional schemes effect the purchase decision
7. Does Price affects the purchase decision? H0: Price doesn’t affect the purchase decision H1: Price affect the purchase decision
6.5. Distribution (availability) affects the purchase decision? H0: Distribution doesn’t affect the purchase decision H1: Distribution affect the purchase decision
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. Does packaging affect the purchase decision? H0: packaging doesn’t affect the purchase decision H1: packaging effect the purchase decision
9. Does marketing (consulting) affect the purchase decision? H0: marketing doesn’t affect the purchase decision H1: marketing affect the purchase decision
Lal BAHADUR SHASTRI INSTITUTE OF MANAGEMENT (New Delhi) Project on the Anti-aging Products
(TO IDENTIFY THE INFLUENCING FACTORS AFFECTING PURCHASE DECISION)
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We conducted this survey online hence we tried to show a window view here.
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Questionnaire Analysis & Findings
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Anti-Ageing treatment preference to use or recommend
users→ options↓ Botox Laser Anti-ageing Cream Homemade pastes none
%age of users
Number of users
0 3 23 32 6
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.9 50 9.6 35.
What restricts consumers to go for other available solutions %age of users Number of users
Fear of side effects High cost Unavailability/difficulty in use
33 6 6 2 17
I don’t see others using it 3.1 I don’t use homemade pastes also
Please mention from where you mostly purchase your beauty products
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Are you familiar with the brand OLAY
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.Number of respondents %age of respondents I don’t mind about place Online purchase Retail stores Beauty parlors 10 2 45 7 15.6 3.1 70.
How did you hear about OLAY
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.Number of respondents %age of respondents Never of heard of it I am aware of Have used Use it on a regular basis 7 50 3 4 11 78 4.
Hypotheses 1. Does age have relation with use of anti-ageing products to consumers?
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.5 26.6 9.
.4 12.Number of respondents %age of respondents TV Magazines Internet Friends Beautician 24 17 6 8 9 37.
302 .054 .593 3.Ho: Age doesn’t have relation with use of anti-ageing products to consumers
Case Processing Summary Cases Valid N user * age 64 Percent 100.470 64
df 2 2 1
Nominal by Nominal N of Valid Cases
Phi Cramer's V
Value .845 6. .
2. (2sided) .037 .063
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
Value 5.0% N 64 Total Percent 100.302 64
user * age Crosstabulation Count age low user Total non user user 8 1 9 medium 11 13 24 high 14 17 31 Total 33 31 64
Chi-Square Tests Asymp.0% N 0 Missing Percent . Sig.9 so we can not reject null hypotheses. Does Income have any relation with use of anti-ageing products to consumers? Ho: Income doesn’t have relation with use of anti-ageing products to consumers
Case Processing Summary
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Here Pearson Chi-Square has value 5.054 .845 and in table at 2 DF is 5. Sig.
Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases
Value 1. Sig.151 64 1 .135 .169 and in table at 1 DF is 1.
Factors Hypotheses: 3.278 .681 1.280
Since Chi-Square has value 1.Cases Valid N user * income 64 Percent 100.169 . .280 .135 64
df 1 1 1
Nominal by Nominal N of Valid Cases
Phi Cramer's V
Value .280 . Sig.315 1.409 .205 Exact Sig.0% N 64 Total Percent 100.0% N 0 Missing Percent . (2-sided) Exact Sig. (2-sided) .283 . Does Brand name affects the purchase decision? H0: Brand Name doesn’t affect the purchase decision
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user * income Crosstabulation Count income user Total non user user medium 15 10 25 high 18 21 39 Total 33 31 64
Chi-Square Tests Asymp.7 so we can not reject null hypotheses here again.
68357 .5938 2. Does Promotional schemes affect the purchase decision? H0: Promotional Schemes doesn’t affect the purchase decision 7.4375 3.59094 . Distribution (availability) affects the purchase decision? H0: Distribution doesn’t affect the purchase decision For determining the correlation and Buyer behavior factors coefficient we did Multiple Regression Analysis here
Descriptive Statistics Mean .8125 3.61399 .72631 .0000 2.68718 .4375 3.93209 . Deviation .50371 .68718 . Does marketing (consulting) affect the purchase decision? H0: marketing doesn’t affect the purchase decision 8.4. Does packaging affect the purchase decision? H0: packaging doesn’t affect the purchase decision 9.62974 N 64 64 64 64 64 64 64 64 64
user Quality Brand Ease of use consulting packaging promotion availability Price
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. Does Quality affects the purchase decision? H0: Quality doesn’t affect the purchase decision 5.6094 3.4844 3.6406 3. Does Price affects the purchase decision? H0: Price doesn’t affect the purchase decision 6.9844 Std.
469 .187 .010 .469 .647 .497 .107 -.006 .497 .023 .044 .000 .201 .366 .069 64 64 64 64 64 64 64 64 64 Ease of use .091 .367 .000 .166 .036 .154 .000 -.453 . .166 .000 .428 .496 1.165 .069 .118 .387 .050 .178 .290 .496 .154 -.015 -.276 .348 -.340 64 64 64 64 64 64 64 64 64 promotion .001 . .117 .237 .196 .113 .114 1.095 .185 .010 .015 .741 .226 .000 .014 64 64 64 64 64 64 64 64 64 Quality .078 .647 -.001 .053 -.000 .091 1.270 .154 .000 .107 .001 .Correlations user 1. .270 .177 .091 -.000 -.002 .485 .201 .050 .096 .741 . .207 .060 .584 -.113 64 64 64 64 64 64 64 64 64 Brand .006 . (1-tailed)
user Quality Brand Ease of use consulting packaging promotion availability Price
user Quality Brand Ease of use consulting packaging promotion availability Price
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. 64 64 64 64 64 64 64 64 64
user Quality Brand Ease of use consulting packaging promotion Availability Price
Sig.294 .226 1.000 .074 1.157 64 64 64 64 64 64 64 64 64 consulting .005 .453 64 64 64 64 64 64 64 64 64 availabilit y .237 .340 .000 .165 .178 .001 .387 .177 64 64 64 64 64 64 64 64 64 packaging .207 . .000 .000 .367 -.069 -.485 .182 .290 -.366 .078 -.000 . .117 .114 .129 .060 .000 .187 .157 .014 .023 -.428 .115 .010 .237 .000 .129 1.311 .074 -.002 .128 .182 .311 .154 .000 .584 .069 .000 .237 .115 -. .096 .005 .044 1.118 . .091 -.281 .281 .000 -.128 -.185 .095 .053 .294 .036 64 64 64 64 64 64 64 64 64 Price -.010 .348 1.276 -.196 .000 .
F 15.908 .
Model Summary Adjusted R Square .005 15.000 .087 -.984
df 8 55 63
Mean Square 1. Brand.246 -.731 .481 .088 Std.247 .007 . Error .181 . packaging.069 .343 Sig.019 .372 .102 -.345 .979 5.816 .
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.009 .022 -. . Error of the Estimate .027 .109 t -3.079 .482 .247 -.016 -.000 . promotion.394 .755 2.30166
R .910 4.059 .963 1.000
Coefficients Unstandardized Coefficients Model 1 (Constant) Quality Brand Ease of use consulting packaging promotion availability Price B -1.218 .022 .070 .353 -1.065 Standardized Coefficients Beta . consulting. Ease of use.062 .116 2.Since no coefficient is carrying value 0 hence all hypotheses from 3 to 9 are rejected.054 .687
ANOVA Sum of Squares Regression (explained) Residual Total 10.005 . availability
Sig.134 -.057 .809 . .641 Std.185
we can compare the Standardized Coefficients values and actual values of B.829
R Square .234 -. Quality.Model 1
Variables Entered Price.
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Many respondents were not involved completely while filling questionnaires. Since we were not from the company so were not offering any free sample or rewards so consumers were not responding many times. The primary and secondary data are limited and are constrained by the availability and
approachability. We tried to identify those factors which affect buyer’s perception for any product. All 8 factors are influencing but on different level so for further descriptive research these factors can be converted in to 3-4 factors only by factor analysis. 4. P&G is one of the leading companies in personal care segment of the world and it has entered in India with few ranges in beginning. Sample size is very small it might not covering whole targeted population. 3.
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. it is because number of Indian females who are involved in social activities is increasing with the disposable income of them.
The research carried by us is an exploratory research which is to follow by Descriptive research. 1. Background noise was also affecting responses. Age and income do not affect buyer’s purchase decision for this product. 2. 2.
www.2@pg. www.References 1. P&G . www.aspx 6.com/login.r.censusindia. Rashi Mittal. mittal. http://www. http://search.com 2.com http://www.olay.com 3.search-ebscohost.in/Census_Data_2001/Census_Data_Online/Social_and_ cultural/Age_Groups.datamonitor.gov.Solus Media 0091-40-23230750 4.aspx? direct=true&db=buh&AN=26922274&site=ehost-live 7.com 5. Ramchandram Dhannaram Managing Partner .com/
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