Market Survey

on Deodorant

Submitted by:- Divyanshu Malik

(MB19GID217)
Introduction
The Deodorant survey was conducted with a primary aim to collect data
spefically for major Segmentation variables like

> Demographic variables,

> Psychographic variables, and

> Behavioral variables.

Inference
The results are based on the data of the sample size of 36

 Demographic Segmentation:

1. Age
The majority of the people are from the age
group of 20-25 years (about 75 %)
2. Gender 3. Annual Family Income
The majority of people( around 44%)
There is a ratio of 21:15 for male and
have a family income between 5 to
female
10 lakhs
 Psychographic Segmentation:

1. Lifestyle
There is no large differences amongst the
lifestyle of people, but still based on
comparison, there are more people
(42%) who are culture-oriented.
2. Personality
The majority of people (67%) have an
ambitious personality trait.
 Behavioral Segmentation:

1. Favorite Brand 2. Benefits

As per the survey analysis, there is a tight As per the analysis, people have their favorite
competition between FOGG (27%) and brand/deodorant majorly due to its fragrance
DENVER (25%) (around 78%).
3. Usage Rate
As per the survey analysis, majority of people
(64%) are under heavy usage rate category,
which means use of deodorant once per day.
4. Buying Rate
As per the survey analysis, there is a similar
trend between the High and Medium buying
rate both at 39% each, which means around
78% buy a deodorant in under 2 months.
5. Loyalty Status
As per the survey analysis, majority of people
(60%) are loyal towards their deodorant
brand(Absolute and Strong), while the rest 40%
are those who buy deodorants based on
promotions, price and market trends.
5. Buying trend
As per the survey analysis, around 81% people buy
deodorant offline, either from the personal care
stores (42%) or from the supermarkets (39%).
6. Attitude towards different brands
As per the survey analysis, on a whole taking all the 5 consumer attitudes into consideration FOGG is
termed to be the best deodorant brand.
>Also, AXE has the best cumulative Enthusiastic and Positve consumer attitude.
>DENVER has mixed consumer attitude where it has Enthusiastic and Positive consumer attitude as well
as Indifferent and Hostile consumer attitude.
>PARK AVENUE has more of a Negative and Indifferent consumer attitude.
>ENVY and WILD STONE have a low response where the consumer attitude is neither too positive nor too
negative.
THANK YOU