53452436 Final Research Project

7/28/2019 53452436 Final Research Project

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DECLARATION

I hereby declare that the project titled To study consumer preference

regarding bathing soapsis the original pieceof work done by me & the same has

not been previously submitted toany university for fulfillment of any course &

that the project shall be liable to be rejected or cancelled if found otherwise.

Place: HARDEEP SINGH

Dated:


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ACKNOWLEDGEMENT

Preservation, inspiration and motivation have always played a key role in

the success of any venture. In the present world of competition and success,

project work is like a bridge between theoretical and practical working. Willingly I

prepared this particular dissertation. First of all I would like to thank the supreme

power, the almighty god, who is obviously the one who has always guided me to

work on the right path of my life.

(HARDEEP SINGH)


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PREFACE

There is fast and rapid change in the security system industry especially

regarding the marketing practices of the various companies. The preferences of

the customers are fast changing.

Since the industry is fast expanding and its vast scope in the present, the

present study has been attempted to examine the marketing practices.

The study is an attempt to the highlight various technologies of security

systems and hence the first chapter covers the introduction to the project. In

second chapter there is description of company profile. The third chapter dealswith the research methodology and hence various factors affecting customer,

marketing practices of samples companies & their relative positioning Vs. the

factors in analysis part are covered. However finally, the report covers the

findings & recommendations for suitable marketing practices in industry.


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TABLE OF CONTENTS

Chapters Page no.

Industry profile 1-8

Company profile 9-34

Introduction to the topic 35-36

Research methodology 37-40

Analysis and Interpretation 41-54

Findings 55-56

Suggestions 57-58

Conclusion 59-60

Appendices 61-62

Bibliography


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INDUSTRYPROFILE


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INTRODUCTION

Soaps have been known for at least for 2,300 years. The Phoenicians prepared it from goats

fellow & woods ashes in 600 B.C. & it has been used as an article of barter. Soap was also

known in roman empire. Earlier soap was used as a medicine & its use as for washing &

cleaning was not recognized until the second century. After Christ the first English soap maker

appeared. At the end of 12th century in British soap makers had to pay tax in London & this high

tax was abolished in 1853. Early soap makers probably used ashes & animal fats. The soaps were

made by boiling & evaporating the mixture of plant ashes containing Potassium Carbonate, fat &

water. But now a days, hot caustic alkali solution such as Caustic Soda, acts on natural fats or

oils such as vegetable oil to produce sodium fatty & salt (soap) & glycerin.

The major raw material for soap manufacture are fat & alkali. Other substances, such as

optical brightness, water softness (like ethylene diamine tetracetic acid) and abrasives are often

used to obtain specific characteristics. All the techniques used for manufacturing soap require

heat. The various processes used for manufacturing the soaps are boiling process, continuous

soap making - the hydrolyser process, cold and semi boiled process and in the last are finished

operations.

Soap is a basic consumer need and have an age old tradition. Our ancestors obtained the

basic chemical reactions which occur in modern soap-making simply by combining fat remnants

with wood ashes. Continuing scientific discoveries and social changes, over the year been greatly

responsible for the developments that have taken place in the industry since, and brought soap,

once a luxury, within the reach of everyone.


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SOAP INDUSTRY IN INDIA

Today, the FMCG sector is the fourth-largest sector in the Indian economy, with an

estimated total market size of around Rs450 bn. Further, the growth potential for all the FMCG

companies is huge, as the per capita consumption of almost all products in the country is

amongst the lowest in the world. Further, if these companies can change consumer's mindset and

offer new generation products, they would be able to generate higher growth. Soap industry is

one of the oldest Fast Moving Consumer Goods (FMCG) industry in India. It is among the

highest penetrated category within FMCG sector reaching an estimated 95% urban and 87% of

the rural households.

With an array of products in all category of soap markets HUL is the market leader in all

category. They are the leaders in economic category with Lifebuoy, in popular category with Lux

and in premium category with Dove. There is a paradigm shift taking place in toilet soap

industry. The economic category which used to be the most popular category in the past has been

experiencing sluggish growth for the past few years. The premium category and the popular

category are the sectors which are experiencing high growth rate. The popular and economy

segments account for about four-fifths of the entire market for soaps. The future growth of toilet

soap is in the premium category. To fight competition, major players HUL, GCPL, Dabur India

and Wipro consumer care & lighting are now drawing up fresh game plans. And the accent is

clearly on the innovation to gain mind share as well as market share in this overcrowded

category.


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Introduction to FMCG Industry:

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily

deals with the production, distribution and marketing of consumer packaged goods. The Fast

Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the

consumers at a regular interval. Some of the prime activities of FMCG industry are selling,

marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain,

production and general management.

Products which have a quick turnover, and relatively low cost are known as Fast Moving

Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples

of FMCG generally include a wide range of frequently purchased consumer products such as

toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as

other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG

may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,

tissue paper, and chocolate bars.

A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic

products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These

are replaced more frequently than other electronic products.

White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music

Systems, etc.

In 2005, the Rs. 48,000-crore FMCG segment was one of the fast growing industries in India.

According to the AC Nielsen India study, the industry grew 5.3% in value between 2004 and

2005.


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What are FMCG products?

FMCG is an acronym forFAST MOVING CONSUMER GOODS, which refer to things that

we buy from local supermarkets on daily basis, the things that have high turnover and are

relatively cheaper.

Products which have a quick turnover, and relatively low cost are known as Fast Moving

Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples

of FMCG generally include a wide range of frequently purchased consumer products such as

toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well asother non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG

may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,

tissue paper, and chocolate bars

FMCG and its categories:

1. Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);2. Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;3. Household care fabric wash including laundry soaps and synthetic detergents; household

cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners,

insecticides and mosquito repellents, metal polish and furniture polish.

4. Food and health beverages, branded flour, branded sugarcane,bakery products such asbread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottledwater etc, snack food, chocolates, etc.

5. Frequently replaced electronic products, such as audio equipments, digital cameras,Laptops, CTVs; other electronic items such as Refrigerator, washing machines, etc.
http://www.naukrihub.com/india/fmcg/overview/personal-care/http://www.naukrihub.com/india/fmcg/overview/oral-care/http://www.naukrihub.com/india/fmcg/overview/hair-care/http://www.naukrihub.com/india/fmcg/overview/skin-care/http://www.naukrihub.com/india/fmcg/overview/soaps/http://www.naukrihub.com/india/fmcg/overview/cosmetics-toiletries/http://www.naukrihub.com/india/fmcg/overview/deodorants-perfumes/http://www.naukrihub.com/india/fmcg/overview/feminine-hygene/http://www.naukrihub.com/india/fmcg/overview/paper-products/http://www.naukrihub.com/india/fmcg/overview/household-care/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/household-cleaners/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/mosquito-repellents/http://www.naukrihub.com/india/fmcg/overview/furniture-polish/http://www.naukrihub.com/india/fmcg/overview/food-beverages/http://www.naukrihub.com/india/fmcg/overview/branded-flour/http://www.naukrihub.com/india/fmcg/overview/branded-sugar/http://www.naukrihub.com/india/fmcg/overview/bakery-products/http://www.naukrihub.com/india/fmcg/overview/bakery-products/http://www.naukrihub.com/india/fmcg/overview/milk-dairy/http://www.naukrihub.com/india/fmcg/overview/tea/http://www.naukrihub.com/india/fmcg/overview/coffee/http://www.naukrihub.com/india/fmcg/overview/fruit-juice/http://www.naukrihub.com/india/fmcg/overview/bottled-water/http://www.naukrihub.com/india/fmcg/overview/bottled-water/http://www.naukrihub.com/india/fmcg/overview/snacks/http://www.naukrihub.com/india/fmcg/overview/chocolate/http://www.naukrihub.com/india/fmcg/overview/consumer-electronics/http://www.naukrihub.com/india/fmcg/overview/audio-equipments/http://www.naukrihub.com/india/fmcg/overview/laptop/http://www.naukrihub.com/india/fmcg/overview/color-televisions/http://www.naukrihub.com/india/fmcg/overview/refrigerator/http://www.naukrihub.com/india/fmcg/overview/washing-machines/http://www.naukrihub.com/india/fmcg/overview/washing-machines/http://www.naukrihub.com/india/fmcg/overview/refrigerator/http://www.naukrihub.com/india/fmcg/overview/color-televisions/http://www.naukrihub.com/india/fmcg/overview/laptop/http://www.naukrihub.com/india/fmcg/overview/audio-equipments/http://www.naukrihub.com/india/fmcg/overview/consumer-electronics/http://www.naukrihub.com/india/fmcg/overview/chocolate/http://www.naukrihub.com/india/fmcg/overview/snacks/http://www.naukrihub.com/india/fmcg/overview/bottled-water/http://www.naukrihub.com/india/fmcg/overview/bottled-water/http://www.naukrihub.com/india/fmcg/overview/fruit-juice/http://www.naukrihub.com/india/fmcg/overview/coffee/http://www.naukrihub.com/india/fmcg/overview/tea/http://www.naukrihub.com/india/fmcg/overview/milk-dairy/http://www.naukrihub.com/india/fmcg/overview/bakery-products/http://www.naukrihub.com/india/fmcg/overview/bakery-products/http://www.naukrihub.com/india/fmcg/overview/branded-sugar/http://www.naukrihub.com/india/fmcg/overview/branded-flour/http://www.naukrihub.com/india/fmcg/overview/food-beverages/http://www.naukrihub.com/india/fmcg/overview/furniture-polish/http://www.naukrihub.com/india/fmcg/overview/mosquito-repellents/http://www.naukrihub.com/india/fmcg/overview/air-fresheners/http://www.naukrihub.com/india/fmcg/overview/household-cleaners/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/fabric-wash/http://www.naukrihub.com/india/fmcg/overview/household-care/http://www.naukrihub.com/india/fmcg/overview/paper-products/http://www.naukrihub.com/india/fmcg/overview/feminine-hygene/http://www.naukrihub.com/india/fmcg/overview/deodorants-perfumes/http://www.naukrihub.com/india/fmcg/overview/cosmetics-toiletries/http://www.naukrihub.com/india/fmcg/overview/soaps/http://www.naukrihub.com/india/fmcg/overview/skin-care/http://www.naukrihub.com/india/fmcg/overview/hair-care/http://www.naukrihub.com/india/fmcg/overview/oral-care/http://www.naukrihub.com/india/fmcg/overview/personal-care/


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SECTOR OUTLOOK

FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000

crores. FMCG sector generates 5% of total factory employment in the country and is creatingemployment for three million people, especially in small towns and rural India

ANALYSIS OF FMCG SECTOR

Strengths:

1. Low operational costs

2. Presence of established distribution networks in both urban and rural areas

3. Presence of well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale, especially in small

sectors

2. Low exports levels

3. "Me-too" products, which illegally mimic the labels of the established brands. These products

narrow the scope of FMCG products in rural and semi-urban market.

Opportunities:

1. Untapped rural market

2. Rising income levels i.e. increase in purchasing power of consumers

3. Large domestic market- a population of over one billion.

4. Export potential

5. High consumer goods spending

Threats:

1. Removal of import restrictions resulting in replacing of domestic brands

2. Slowdown in rural demandTax and regulatory structure


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FMCG industry economy

FMCG industry provides a wide range of consumables and accordingly the amount of

money circulated against FMCG products is also very high. The competition among

FMCG manufacturers is also growing and as a result of this, investment in FMCG

industry is also increasing, specifically in India, where FMCG industry is regarded as the

fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is

estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New

Zealand which accounts for 5% of Gross Domestic Product (GDP).

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper

products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing

and stationery, household products, photography, drinks etc. and some of the examples of FMCG

products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes,

watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one are low

operational cost, strong distribution networks, presence of renowned FMCG companies.

Population growth is another factor which is responsible behind the success of this industry.

Leading FMCG companies

Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever,

Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.


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Scope of the Sector

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the

economy. A well-established distribution network, intense competition between the organized

and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over

60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been

estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores

in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and

confectionery categories are estimated to be the fastest growing segments, says an HSBC report.

Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine

recovery since then.

For example, Hindustan unilevers Limited (HUL) has shown a healthy growth in the last quarter.

An estimated double-digit growth over the next few years shows that the good times are likely to

continue.

Growth Prospects

With the presence of 12.2% of the world population in the villages of India, the Indian rural

FMCG market is something no one can overlook. Increased focus on farm sector will boost rural

incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure

facilities will improve their supply chain. FMCG sector is also likely to benefit from growing

demand in the market. Because of the low per capita consumption for almost all the products in

the country, FMCG companies have immense possibilities for growth. And if the companies are

able to change the mindset of the consumers, i.e. if they are able to take the consumers to

branded products and offer new generation products, they would be able to generate higher

growth in the near future. It is expected that the rural income will rise in 2007, boosting

purchasing power in the countryside. However, the demand in urban areas would be the key

growth driver over the long term. Also, increase in the urban population, along with increase in

income levels and the availability of new categories, would help the urban areas maintain their

position in terms of consumption. At present, urban India accounts for 66% of total FMCG

consumption, with rural India accounting for the remaining 34%. However, rural India accounts

for more than 40% consumption in major FMCG categories such as personal care, fabric care,


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and hot beverages. In urban areas, home and personal care category, including skin care,

household care and feminine hygiene, will keep growing at relatively attractive rates. Within the

foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth

categories in both rural and urban areas.

Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1

billion. Well-established distribution networks, as well as intense competition between the

organised and unorganised segments are the characteristics of this sector. FMCG in India has a

strong and competitive MNC presence across the entire value chain. It has been predicted that

the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The

middle class and the rural segments of the Indian population are the most promising market for

FMCG, and give brand makers the opportunity to convert them to branded products. Most of the

product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita

consumption as well as low penetration level, but the potential for growth is huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid

urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well. According

to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the

balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned

by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth

place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft

drink and cigarette companies have always shied away from revealing. Personal care, cigarettes,

and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of

the top 100 brands.


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TOP TEN PLAYERS IN FMCG SECTOR

1) Hindustan Unilever Ltd2) ITC (Indian Tobacco Company)3) Nestl India4) GCMMF (AMUL)5) Dabur India6) Asian Paints (India)7) Cadbury India8) Britannia Industries9) Procter & Gamble Hygiene and Health Care10) Marico Industries


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Soap Industry In India

Soap is a product that many people might take for granted or consider rather ordinary, but for some,

lathering up can be a treasured part of a morning or nightly routine.

Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the United States,

soap is a $1.390 million (US$)* industry with over 50 mass market brands. But in some markets the

sales potential for soap is only beginning to be realized. At the end 2000, soap was a $1.032 million

(US$)* business in India. IFF's marketing experts offer the following overview of this growing

category.

Overview of the Indian Soap Category

India is a vast country with a population of 1,030 million people. Household penetration of soaps is

98%. People belonging to different income levels use different brands, which fall under different

segments (see table below), but all income levels use soaps, making it the second largest category in

India (detergents are number one). Rural consumers in India constitute 70% of the population. Rural

demand is growing, with more and more soap brands being launched in the discount segment targeting

the lower socio-economic strata of consumers.

Soap Price (per 75 gram cake)

Segment in

rupees

in US$

Carbolic* 5.00 10 cents

Discount 7.00 15 cents

Popular 11.00 23 cents

Premium 17.00 36 cents

Super

Premium

35.00 75 cents

History of Soap in India

During the British rule in India, Lever Brothers England introduced modern soaps by importing and

marketing them in India. However, North West Soap Company created the first soap manufacturing


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plant in India, which was situated in the city of Meerut, in the state of Uttar Pradesh. In 1897, they

started marketing cold process soaps. During World War I, the soap industry floundered, but after the

war, the industry flourished all over the country.

Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased OK

Coconut Oil Mills at Cochin Kerala around 1918. OK Mills crushed and marketed coconut oil for

cooking and manufactured crude cold process laundry soaps that were sold locally. It was renamed

The Tata Oil Mills Company and its first branded soaps appeared on the market in the early 1930s.

Soap became a necessity for the moneyed class by around 1937.

Brand Positioning Then and Now

Soap manufacturers originally targeted their products to the lowest income strata in urban as well asrural areas, positioning their brands as a way to remove dirt and clean the body. For some brands, that

positioning persists even today with a focus on removal of body odor and keeping the user healthy.

However, soap positionings are moving towards skin care as a value-added benefit.

Consumer Use Today

Toilet soaps are always used in the bar formthere is no other form in the Indian marketand they

are used in the bath. Showers are a distant dream for 70% of Indias population, who live in the

villages where there is not even a regular supply of drinking water. In the urban areas, people bathe by

using a bucket of water, mug, and a bar of soap. In villages, they usually bathe by the river bank or

village ponds. Although most of the urban houses have a shower facility, showers are seldom used

because of the scarcity of water.

Consumer Preferences

Consumer preferences are varied and are more regionally specific. India is divided into four regions:

North, East, West, and South.

Consumers in the North prefer pink colored soaps, which have floral profiles. Here thefragrance preference is for more sophisticated profiles reflecting their lifestyles. Freshness

soaps with lime and citrus notes are also popular preferences as the climate in the North is very

hot and citrus/lime scented soaps are seen to be refreshing.


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The East is not a big soap market; hence no particular preference skews. Consumers in the West exhibit preferences for strong, impactful fragrances and somewhat

harsher profiles compared to the North. Preferences are more for the pink soaps with floral

fragrances, primarily rose, which are positioned on the beauty platform.

In the South, the skew is towards specific soap segments like the Herbal/Ayurvedic profilesand also the Sandal profiles. Consumers here do not exhibit high brand loyalty and are ready to

experiment and try out new brands. Hence, most fast moving consumer goods companies tend

to launch their new brands in these markets, which they call test launch markets.

Marketing

Soap is primarily targeted towards women, as they are the chief decision-makers in terms of soap

purchase. Medicated positionings like germ killing and anti-bacterial are marketed to families.

About 75% of soap can be bought through these different types of outlets:

Kirana Store: This is the most common source for buying soap, which usually forms a part of the

months grocery list (which is purchased from these Kirana Stores). Consumers exhibit loyalty to these

stores, which is largely dependent on proximity to consumers homes. Here consumers buy across the

counter and do not have an option of browsing through display shelves.

Pan-Beedi Shops: These are really small shops, almost like handcarts, and they are primarily set up to

dispense cigarettes and chewing tobacco. However, one would find such a shop at every corner and

they are the main sources of soap purchase for the lower socio-economic classes. These kinds of shops

exist by the dozen in rural areas.

Department Store:In India, there are very few department stores and the Indianised version of

department stores are called Sahakari Bhandars. It is still a fairly new concept. However, department

stores have good display counters and this is the only place where consumers get a first hand

experience of shopping and choosing from available options. Here soap prices are also discounted

below the retail prices.


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COMPANY

PROFILE


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HINDUSTAN UNILEVER LIMITED

Introduction

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with

leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread

across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow

the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.13,718

crores.

The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35

Power Brands, HUL meets every day needs for nutrition, hygiene, and personal care with brands

that help people feel good, look good and get more out of life.

It is a mission HUL shares with its parent company, Unilever, which holds 52.10% of the equity.A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about

100 countries worldwide.

Products & Services of HUL: -

1. Home & Personal CarePersonal Wash

Lux Breeze

Lifebuoy Dove

Liril Pears

Hamam Rexona

Laundry Skin Care

Surf Excel Fair & Lovely

Rin Pond's
http://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/lux.asphttp://www.hul.co.in/brands/breeze.asphttp://www.hul.co.in/brands/breeze.asphttp://www.hul.co.in/brands/lifebuoy.asphttp://www.hul.co.in/brands/dove.asphttp://www.hul.co.in/brands/dove.asphttp://www.hul.co.in/brands/liril.asphttp://www.hul.co.in/brands/liril.asphttp://www.hul.co.in/brands/pears.asphttp://www.hul.co.in/brands/pears.asphttp://www.hul.co.in/brands/hamam.asphttp://www.hul.co.in/brands/hamam.asphttp://www.hul.co.in/brands/rexona.asphttp://www.hul.co.in/brands/surf_excel.asphttp://www.hul.co.in/brands/surf_excel.asphttp://www.hul.co.in/brands/fairnlovely.asphttp://www.hul.co.in/brands/rin.asphttp://www.hul.co.in/brands/ponds.asphttp://www.hul.co.in/brands/ponds.asphttp://www.hul.co.in/brands/ponds.asphttp://www.hul.co.in/brands/rin.asphttp://www.hul.co.in/brands/fairnlovely.asphttp://www.hul.co.in/brands/surf_excel.asphttp://www.hul.co.in/brands/rexona.asphttp://www.hul.co.in/brands/hamam.asphttp://www.hul.co.in/brands/pears.asphttp://www.hul.co.in/brands/liril.asphttp://www.hul.co.in/brands/dove.asphttp://www.hul.co.in/brands/lifebuoy.asphttp://www.hul.co.in/brands/breeze.asphttp://www.hul.co.in/brands/lux.asp


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Wheel Vaseline

Aviance

Hair Care Oral Care

Sunsilk Naturals

Pepsodent

Clinic Closeup

Deodrants Color Cosmetics

Axe Lakme

Rexona

Ayurvedic Personal and Health CareAyush

2. Foods: -Tea Coffee

Brooke Bond Brooke Bond Bru

Lipton

Foods Ice Cream

Kissan Kwality Wall's

Annapurna

Knorr
http://www.hul.co.in/brands/wheel.asphttp://www.hul.co.in/brands/wheel.asphttp://www.hul.co.in/brands/Vaseline.asphttp://www.hul.co.in/brands/Vaseline.asphttp://www.hul.co.in/brands/Aviance.asphttp://www.hul.co.in/brands/Aviance.asphttp://www.hul.co.in/brands/sunsilk.asphttp://www.hul.co.in/brands/sunsilk.asphttp://www.hul.co.in/brands/pepsodent.asphttp://www.hul.co.in/brands/pepsodent.asphttp://www.hul.co.in/brands/clinicallclear.asphttp://www.hul.co.in/brands/close_up.asphttp://www.hul.co.in/brands/close_up.asphttp://www.hul.co.in/brands/axe_magnet.asphttp://www.hul.co.in/brands/lakme.asphttp://www.hul.co.in/brands/lakme.asphttp://www.hul.co.in/brands/rexona_deo.asphttp://www.hul.co.in/brands/ayush_range.asphttp://www.hul.co.in/brands/ayush_range.asphttp://www.hul.co.in/brands/brook_bond.asphttp://www.hul.co.in/brands/brook_bond.asphttp://www.hul.co.in/brands/bru.asphttp://www.hul.co.in/brands/bru.asphttp://www.hul.co.in/brands/lipton.asphttp://www.hul.co.in/brands/lipton.asphttp://www.hul.co.in/brands/kissan.asphttp://www.hul.co.in/brands/kwality_walls.asphttp://www.hul.co.in/brands/kwality_walls.asphttp://www.hul.co.in/brands/annapurna.asphttp://www.hul.co.in/brands/annapurna.asphttp://www.hul.co.in/brands/knorr.asphttp://www.hul.co.in/brands/knorr.asphttp://www.hul.co.in/brands/knorr.asphttp://www.hul.co.in/brands/annapurna.asphttp://www.hul.co.in/brands/kwality_walls.asphttp://www.hul.co.in/brands/kissan.asphttp://www.hul.co.in/brands/lipton.asphttp://www.hul.co.in/brands/bru.asphttp://www.hul.co.in/brands/brook_bond.asphttp://www.hul.co.in/brands/ayush_range.asphttp://www.hul.co.in/brands/rexona_deo.asphttp://www.hul.co.in/brands/lakme.asphttp://www.hul.co.in/brands/axe_magnet.asphttp://www.hul.co.in/brands/close_up.asphttp://www.hul.co.in/brands/clinicallclear.asphttp://www.hul.co.in/brands/pepsodent.asphttp://www.hul.co.in/brands/sunsilk.asphttp://www.hul.co.in/brands/Aviance.asphttp://www.hul.co.in/brands/Vaseline.asphttp://www.hul.co.in/brands/wheel.asp


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LUX SOAP

The name Lux means light in Latin. In the country since 1929 and endorsed by popular film stars, Lux is the biggest brand in

the soap category.

First brand ambassador: Leela Chitnis (1929)

Everything about the brandfrom the look and feel of the products and packaging to the subtle

fragrancesis a delight to the senses. In fact, Lux has been making waves since 1924, when it

launched the world's first mass-market beauty soap at a fraction of the cost of some expensive

brands.


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How it all started

Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrivedin the UK in 1928, offering people a chance to pamper themselves for a modest price.

From the 1930s right through to the 1970s, Lux soap colours and packaging were alteredseveral times to reflect fashion trends. In 1958 five colours made up the range: pink,

white, blue, green and yellow. People enjoyed matching their soap with their bathroom

colours.

In the early 1990s, Lux responded to the growing trend away from traditional soap barsby launching its own range of shower gels, liquid soaps and moisturising bars. Lux

beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992.

In 2004, the entire Lux range was relaunched in the UK & Ireland to include five showergels, three bath products and two new soap bars. 2005 saw the launch of three exciting

new variants with dreamy names such as Wine & Roses bath cream, Glowing Touch

and Sparkling Morning shower gels.

Advertising

In 2004, Sarah Jessica Parker featured in the Lux 'Brings Out the Star in You advertisingcampaign. Sarah Jessica Parker epitomizes the modern Lux woman: comfortable and

confident in her femininity.


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Prominent Variant:

Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.


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Aishwarya Rai in a print advertisement featuring Lux international


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DOVE SOAP

Hindustan unilever limited offers dove. Dove soap, which was launched by unilever, has been

available in India since 1995. It provides a refreshingly real alternative for women who

recognize that beauty is not simply about how you look, it is about how you feel.

The skin`s natural ph is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with ph higher

than 9. Dove is formulated to be ph neutral [ph between 6.5 and 7.5] and to be mild on skin. This

makes it suitable for all skin types for all seasons. While dove soap bar is widely available across

the country, dove body wash is available in select outlets.

Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty

bar" with one-fourth cleansing cream. Doves logo is a silhouette profile of a dove, the colour of

which often varies. Doves products include: antiperspirants/deodorants, body washes, beauty

bars, lotions/moisturizers, hair care and facial care products.


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PEARS SOAP

Pears transparent soap is a brand ofsoap first produced and sold in 1789 by Andrew Pears at a factory

just offOxford Street in London, England. It was the world's first transparent soap. Under the stewardship

ofThomas J. Barratt, A. & F. Pears Ltd. company initiated a number of innovations in sales and marketing.

According to Unileverrecords, Pears Soap was the world's first registered brand and is therefore the

world's oldest continuously existing brand.

Benefits of Pears Soap

Pears soap is hypo-allergenic and non-comedogenic so it will not clog pores, and contains no

color that may irritate sensitive skin. It is designed to be a gentle and mild cleanser. It is made

with quality ingredients including glycerin and natural oils. It contains no animal byproducts.

How is Pears Soap Made?

Very little has changed from the first process started by Andrew Pears, which basically follows

the same process used for other soaps. Each bar is aged under controlled conditions for three

months. This time frame allows for the curing period of the soap. The longer each bar cures, the

more it allows for a harder bar and gentle cleansing. After each bar has matured, it is individually

polished and packaged.

Specialty of Pears Soap :

Perhaps the most prominent feature of Pears Soap is the transparency of each bar. The glycerine

that is a natural byproduct of the soap-making process is retained in the soap, causing the

transparency. Another feature is the concave shape of each bar. According to the

thesoapopera.com, this is caused by the curing process and not a mold.

Where is Pears Soap Made?

Pears soap was introduced in India in 1902. The facility in India is the only facility in the world

that makes the famous Pears soap. The same quality that made Pears famous is still as important

today as it was when it was first started.

Significance of Pears Soap:

Andrew Pears revolutionized the soap world when he developed his formula for Pears Soap. He

claimed his soap as "safe and healthy and made its users beautiful." When Pears soap first came

on the market in the late 18th century, other soaps were indeed harsh and would sometimes

damage delicate skin. Pears soap offered a more gentle cleanser.
http://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Andrew_Pearshttp://en.wikipedia.org/wiki/Oxford_Streethttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Thomas_J._Barratthttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Thomas_J._Barratthttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Oxford_Streethttp://en.wikipedia.org/wiki/Andrew_Pearshttp://en.wikipedia.org/wiki/Soap


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Different Types of Pears Soap:

Pears soaps have expanded into different product lines. It now offers the traditional transparent

soap along with shower gels, body washes, facial cleansers and hand washes. It comes in three

variants: the traditional Amber; Lemon Flower Extract using the "oil clear formula" and Tea

Tree Oil, which is known for its antibacterial properties.


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INTRODUCTION

TO

THE TOPIC


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Consumer Perception Towards Bathing Soap:

Consumer is a broad label for any individuals or households that use goods and services

generated within the economy. The concept of a consumer occurs in different contexts, so that

the usage and significance of the term may vary.

Types Of Consumers:-

Karma Queen "A woman aged in her 40s or 50s who tends to buy organic food, wear

Birkenstock footwear, practice yoga and buy high-end bath products.

Geek Gods"Men aged under 35 who can't live without the latest gadget and are eager to help

others understand their electronics. They are considered the most benevolent of the consumer

types.

Innerpreneurs"The rebels, people who ignore trends and focus on their own peace of mind.

Such consumers may be in the market for a life coach or challenging vacation in the wilderness.

Denim Dads"Active in raising children and embrace a balance between life and work. They

might buy expensive jeans and pick the same music player their kids use.

Parentocrats "Upper middle class parents consumed with their children's well-being who

may invest heavily in music lessons or videos promising to make children smarter.
http://en.wikipedia.org/wiki/Householdhttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Economic_systemhttp://en.wikipedia.org/wiki/Economic_systemhttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Household


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Perception

Perception is the process through which a person forms an opinion about the various stimuli he

receives from his sensory organs. In marketing, perception is concerned with understanding how

the consumer views a product or service. The five senses of a person help him in this process.

The marketer uses various props to stimulate the consumer, that is, through the use of colors,

sound, touch, taste, or smell, to observe the product.

The marketer must distinguish his message from the competitor's message. This is when Just

Noticeable difference (JND) comes to their aid. JND is the minimum difference that the

consumer can detect between two stimuli he receives. It helps the consumer to distinguish

changes in prices among purchase alternatives. Marketers thus use stimuli to grab customers'

attention and most often these efforts are clearly visible and known to the customer.

However, they sometimes use indiscernible stimuli that are just below a consumer's threshold so

as to influence him. This is called subliminal message. Of all the stimuli a consumer comes into

contact with, he pays attention to only a few and interprets the messages that he remembers. This

is called the process of perception and has the three steps: 1) exposure, 2) attention, and 3)

interpretation.

How well the consumer pays attention will depend on the stimulus, and also the consumer's

interest and need for that product. The consumer interprets the information in two ways: 1) the

literal meaning or the semantic meaning and 2) the psychological meaning. Hence we are guided

by our learning as well as the semantic meaning of a word. A consumer also interprets the

symbols and other physical features of the product on the basis of his experience and cultural

beliefs. This is called semiotics.

Marketers make use of perception to formulate marketing strategies. The marketers use aperceptual map, wherein they find out the attributes or the characteristics that the consumer

associates with the product and they create the product accordingly. Thus, development of a

brand or the logo of the product, packaging of the product, etc., have to be made keeping the

consumer's perception in mind.


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BATH SOAP:

Soapis a cleansing agent made from the salts of vegetable or animal fats.

Bath soap is used as a toiletry face soap, toilet soap. Bath soap is something that we all use when

taking a shower or a bath. Choosing the right soap can be important, especially for someone with

sensitive skin or allergies. Selecting the characteristics of soap such as price, fragrance, ingredients, color

and form such as bar, liquid or powder must also be considered when buying bath soap.
http://www.thefreedictionary.com/soaphttp://www.thefreedictionary.com/soaphttp://www.thefreedictionary.com/face+soaphttp://www.thefreedictionary.com/toilet+soaphttp://www.thefreedictionary.com/toilet+soaphttp://www.thefreedictionary.com/face+soaphttp://www.thefreedictionary.com/soap


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REVIEW

OF

LITERATURE


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FRAYAN MAMA (2006-07), gives an overview in his study that the author discusses the

definition of market segmentation and elucidates which definition is most meaningful for the

dissertation. The follow up discussion relates to key literature areas that are relevant to the study.

The main aim of these discussions is to understand the segmentation process and to highlight the

existing body of literature that informs this study. This study contributes to the literature

available on market segmentation with a focus on the FMCG industry. As previously mentioned

in the introduction of this dissertation, the current literature on segmentation tends to be based

primarily on telecoms and banking. However, the earlier work on segmentation was written in

reference to FMCGs, as they were the first to conduct segmentation. However, interestingly,

there was no mention of FMCGs as an industry in the literature. The purpose of presenting three

case studies (all FMCG based) was to determine how they clarify and extend our understanding

of segmentation within the FMCG industry. This dissertation provides a current application of

segmentation within this industry and explains it through the 5 Is segmentation process model.

According to Tynan and Drayton (1987), segmentation is a crucial marketing strategy.

Dibb (1999)believes that segmentation is a means of imposing a structure on the market in

order to simplify the formulation and implementation of marketing strategies. To support this

further, Wedel and Kamakura (2000) state that homogenous segments do not naturally exist

within a market; but it is the marketers strategic view of the market that determines these

segments. Hence, different segments in the same market may need to be identified for different

strategic objectives (Wedel and Kamakura, 2000).

Urban (1978) assumes that there are existing differences among segments; therefore the

marketers job is not to actually segment the market but to learn how it is naturally segmented

(Urban, 1978). Consequently, when the structure of the segmentation is understood, the marketercan either select the most favourable target segment for his brand and ignore others, or develop

different marketing strategies designed to reach and influence different segments (Urban, 1978).


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Twedt (1975) stated that market segmentation is about the development of two or more

different marketing programs for a product or service, with each marketing program aimed at a

different grouping of individuals whose expected reaction to sellers marketing efforts will be

similar during a specific time period. The author believes that this definition takes into account

consumers needs and preferences which change over time, and therefore segments need to be

reevaluated. In order to acknowledge a definition of segmentation, it is vital for the marketing

mix to be considered in the definition as this dissertation is about actioning segmentation.

Therefore, the definition by Twedt (1975) would be appropriate to use for this dissertation as it

refers to dividing up the market according to the consumer needs which are then entertained

through the marketing mix.

Doyle (1998) and Yankelovich (1964) provide practical reasons for segmenting markets

which are:

Better matching of customer needs.

Enhanced profits: Customers differ in their price sensitivity and by segmenting the market; the

marketer can raise average prices which would result in enhanced profits (Doyle, 1998;

Yankelovich 1964).

Retain customers: By providing the right products at each family lifecycle stage, the marketer

can retain customers.

Targeted communications: Segmenting the market can aid in delivering a targeted USP (unique

selling proposition) to a certain segment (Doyle 1998; Yankelovich 1964).

According to Wind (1978), design and evaluation of data collection procedures havereceived little attention in academic market segmentation literature but commercial researchers

have made significant contributions in this area. However, he stresses that few innovative data

collection approaches have been used in segmentation studies (Wind 1978).


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Haley (1995) argues that if marketers segment their markets based on benefits rather than

customer characteristics, they are more likely to uncover the customers reasoning regarding

purchase and consumption. Most empirical benefit segmentation studies do not generally

differentiate between product attributes and benefits sought. Haley (1995) also argues that both

geographic and demographic segmentation are not efficient predictors of future buying

behaviour as they rely on descriptive factors rather than causal factors. Therefore, benefit

segmentation is the identification of market segments by causal factors rather than descriptive

factors (Haley, 1995). The basis of benefit segmentation is that the benefits people are seeking

in consuming a given product are the basic reasons for the existence of true market segments

(Haley, 1995).

Myers (1976) sees benefit segmentation study as a method of finding new product

opportunities in very broad product/services categories, such as food, drinks, etc.

According to Beane and Ennis, (1987) a benefit segmentation study should accomplish

three factors:

1) Find out the benefits individuals are looking for in a product

2) The different kinds of people looking for a benefit

3) The matching of existing brands to these benefit needs.

Young et al (1978) argue that on several occasions, a segmentation analysis based on benefits

is not relevant. These situations are:

The benefit is based around the occasion for which the product is used e.g., clothes suitable for

one occasion may not be suitable for another.

The appearance or style of the product becomes the overriding criteria of success.


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Dickson (1982)states that segmentation bases are generally divided into two types: general

customer characteristics such as demographics, socioeconomic, and lifestyle measures and so

called situationspecific customer characteristics based on measures of customer brand attitudes,

brand preferences, benefits sought, product usage and response sensitivity to various elements of

the marketing mix.

Occasionbased segmentation is based on purchase occasions and is normally used as a

segmentation method for consumer goods (Dubow 1992). The occasion based approach to

segmentation was first reported at the 1976 AMA Attitude Research Conference (Stout et al.,

1977) and has since then been used into categories such as beer, gasoline, clothing, restaurants

and automobile rentals (Dubow 1992). According to Dubow (1992) diffusion of the technique

has been slow and reference to it in reference journals and the teaching literature has been

virtually nonexistent. According to Dubow (1992) national analysts have only discussed the

approach at proceedings (McDonald and Goldman 1979; Greenberg 1982) or as commentary

(Greenberg and McDonald 1989), all without any hard data. Dickson (1982) has also

discussed the technique on a theoretical basis but diverted it towards a situation based approach

and thereby into a priori segmentation scheme and away from a cluster derived benefits approach

(Dubow 1992).


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RESEARCHMETHODOLOGY


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MEANING:

RESEARCH METHODOLOGY Is a way to systematically solve the research problem. It

may be understood as science of studying how research is done scientifically. In it we

study the various steps that are generally adopted by a researcher un studying hisresearch problem along with the logic behind them. It is necessary for the researcher to

know not only the research methods but also the methodology.

1.Objectives of the study: To study the consumer perception towards bathing soaps To study the awareness regarding various brands of soap. To identify the factors considered before buying bath soap. To identify the soap having best range of prices , attractive packaging and easy

availability

2.Need of the study:The need of the study is to determine the consumer perception towards the bathing

soap.

3.Scope of the study:The scope of the study is restricted to analyze the consumer perception towards the

bathing soap with reference to lux dove and pears within the city of Ludhiana only.

4. Research design: In the study Descriptive research design is used.


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5. Data collection: data has been collected both from primary and secondarysources.

Primary- Questionnaire

Secondary- internet, magazines

6. Sample size: 100 respondents

7. Sampling technique: convenient sampling

8.

Sample area:Ambala city

9.Limitations of the study:This study is done in Ludhiana city hence it is applicable only in this particular regionand not elsewhere. .

Time frame of this study was limited. The result could be different if the time frame

would have been long.

Sometimes some respondents were not in full mood to give the answers to thequestions so some of the answers may not be exact.


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DATA

ANALYSIS AND

INTERPRETATION


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PERSONAL INFORMATION:

1.Gender of respondents:Gender Respondents Percentage

Male 48 48

Female 52 52

Total 100 100

48%52%

sex

Male

Female


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2.Income Group:Income group Respondents Percentage

< 1 lakh 8 8

13 52 52

35 24 24

5 16 16Total 100 100

8%

52%

24%

16%

income group

< 1 lakh

1--3

3--5

>5


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3.Age group of the respondents:

Age group Respondents Percentage

12-18 10 10

19-25 50 50

26-35 22 22

36-45 10 10

> 45 8 8

Total 100 100

10%

50%22%

10%8%

age group

12--18

19--25

26--35

36--45

> 45


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4.Number of family members:Family members Respondents Percentage

10 2 2

Total 100 100

58%34%

6% 2%

Family members

10


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1.Awareness regarding various brands of soap:

Options Aware Unaware

Respondents Percentage Respondents percentage

Lux 100 100 0 0

Dove 96 96 4 4

Pears 94 94 6 6

Cinthol 92 92 8 8

Liril 84 84 16 16

lifebuoy 92 92 8 8

Rexona 92 92 8 8

Margo 78 78 22 22

Santoor 82 82 18 18

Fair glow 84 84 16 16

Park

avenue

58 58 42 42


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100 96 94 92 84 92 92 78 82 84

58

0 4 6 816 8 8

22 18 16

42

aware unaware

Interpretation:100% of the respondents are aware of lux soap.96% are aware of dove.94%

are aware of pears. The least awareness is regarding Park Avenue (58%).


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2.Number of soaps purchased every month:Option Respondents Percentage

1

3 30 30

46 34 34

>6 36 36

Total 100 100

30%

34%

36%

1--3

4--6

>6


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3.Frequency of purchase:Options Respondents Percentage

Weekly 12 12

Bimonthly 80 80

Quarterly 8 8

Semi annually 0 0

Total 100 100

12%

80%

8%

frequency

weekly

bimonthly

quarterly


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4. liking towards the bath soap:Options Respondents Percentage

Herbal soap 23 23

Beauty soap 38 38

Medicated

soap

39 39

Total 100 100

23%

38%

39%

type

herbalbeauty

medicated


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5.Bath soap currently in use:Options Respondents Percentage

Lux 32 32

Dove 15 15

Pears 22 22

Others 31 31

Total 100 100

32%

15%22%

31% lux

dovepears

others


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6.Source of information about bath soap:Options Respondents Percentage

Family 29 29

Relatives 3 3

TV 55 55

Newspaper 4 4

Shopkeeper

reference

0 0

Others 9 9

Total 100 100

29%

3%55%

4% 0%

9%family

relative

TV

newspaper

shopkeeper

others


52/76


53/76

7.Factors considered before buying a soap:Options Respondents Percentage

Price 7 7

Quality 41 41

Hygiene 22 22

Brand name 12 12

Fragrance 14 14

Special offer 1 1

Availability 3 3

Total 100 100

7%

41%22%

12%

14%

1% 3%

price

quality

hygiene

brand name

fragrance

special offer

availability


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8.Soap with best range of prices:Options Respondents Percentage

Lux 60 60

Dove 11 11

Pears 16 16

Others 13 13

Total 100 100

60%11%

16%

13%

lux

dove

pears

others


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9.Easy availability in stores:Options Respondents Percentage

Lux 67 67

Dove 10 10

Pears 14 14

Others 9 9

Total 100 100

67%

10%

14%9%

lux

dove

pears

others


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10. Soap with zero side effects:Options Respondents Percentage

Lux 12 12

Dove 36 36

Pears 39 39

Others 13 13

Total 100 100

12%

36%39%

13%

lux

dove

pears

others


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11. Soap with the most attractive packaging:Options Respondents Percentage

Lux 21 21

Dove 35 35

Pears 41 41

Others 3 3

Total 100 100

21%

35%

41%

3%

lux

dove

pears

others


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12. Advertisement which can be easily recalled:Options Respondents Percentage

Lux 46 46

Dove 22 22

Pears 32 32

Total 100 100

46%

22%

32%lux

dove

pears


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13. Satisfaction regarding the soap in current use:Options Respondents Percentage

Yes 96 96

No 4 4

Total 100 100

96%

4%

yes

no


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14. Planning to change your current soap:Options Respondents Percentage

Yes 22 22

No 78 78

Total 100 100

22%

78%

yes no


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15. Ranking of the various attributesLUX

Factors Stronglyagree

Agree Neutral

Low price 60 25 15

Hygiene 0 50 25

Brand

image

40 50 0

Skincare 10 35 25

Easy

availability

85 15 0

Packaging 25 40 25

Celebrity

endorsement

85 10 5

Moisturizing

effect

0 0 60

Good effect

on germs

0 15 60


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DOVE

Factors Strongly

agree

Agree Neutral

Low price 0 40 25

Hygiene 35 30 25

Brand

image

50 30 10

Skincare 50 25 25

Easy

availability

25 35 25

Packaging 70 10 15

Celebrity

endorsement

0 0 0

Moisturizing

effect

60 15 20

Good effect

on germs

30 30 40


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PEARS

Factors Strongly

agree

Agree Neutral Disagree Strongly

disagree

Mean

score

Low price 0 50 25 15 10 3.2

Hygiene 40 40 10 10 0 4.1

Brand

image

45 40 15 0 0 4.3

Skincare 55 30 15 0 0 4.4

Easyavailability

50 25 15 10 0 4.1

Packaging 65 35 0 0 0 4.7

Celebrity

endorsement

0 0 15 35 50 1.7

Moisturizing

effect

30 40 30 0 0 4

Good effect

on germs

45 30 25 0 0 4.2


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FINDINGS

OFTHE STUDY


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Findings of the study:

100% respondents were aware of lux soap while 42% respondents were not aware aboutpark avenue.

36% of the respondents purchase more than 6 soaps every month. 80% respondents purchase soap bimonthly. 39% respondents like medicated soap. 32% of the respondents were currently using lux soap. 55% of the respondents got the information about their soap from TV. 41% of the respondents consider quality as the most preferred factor before buying a

soap.

60% of the respondents feel that lux have the best range of prices. 39% of the respondents feel that pears have zero side effects. 41% of the respondents were of the view that pears have the most attractive packaging. 46% of the respondents were able to recall the ad of lux out of which 60% were able to

recall the ad featuring Abhishek and Ashwariya.

96% of the respondents were satisfied with the soap they are currently using. 22% of the respondents were planning to switch over to some other brand of soap (out of

which 63% would switch to pears).


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s

RECOMMENDATIONS


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Recommendations:

Dove should try to attract more customers by reducing its prices.

Lux should improve its packaging.

Pears and dove should make use of celebrity endorsement in order to increase theircustomers.

Efforts should be made by lux to increase the moisturizing ingredients. Pears lux and dove should go for an medicinal variant. Dove and Pears should add floral fragrance to their soap.


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CONCLUSION


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Conclusion:

This project was a combination of both theoretical and practical knowledge. From this

survey one can conclude that in the recent years the awareness regarding the varieties and

effects of soaps have increased many folds. While buying soaps quality is preferred over

the price. It was also found that packaging and celebrity endorsements influence the

buying decisions of the consumers. At last It can be said that if the recommendations are

followed the sales of the companies can be improved.


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APPENDICES


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QUESTIONNAIRE

Dear participants I will be very thankful to you for your cooperation. The topic of this

questionnaire is consumer perception towards toilet/bath soaps (Lux, Dove, Pears). This

questionnaire is for research purpose. Please provide information with confidence.

Personal Information:

Name:

Gender:

Age:

Education qualification:

Occupation:

Annual income: 5 lakh ( )

Family members: 10 ( )

QUESTIONS

1. What r the brands of soap you are aware of?Products Spontaneous Aided

Lux

Dove

Pears

Cinthol

Liril

Lifebuoy

Rexona

Margo

Santoor

Fair glow

Park avenue

2. How many bath soap do you purchase for your household every month?1-3 4-6 more than 6

3. What is the frequency of purchase?Weekly Bimonthly quarterly semi-annually


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4. Which kind of bath soap do you like?Herbal soap

Beauty soap

Medicated soap

5. Which bath soap do you use?Lux Dove Pears Other (specify)

6. How did you come to know about your favorite bath soap?Family relatives TV newspapers

Shopkeeper reference others (specify)

7. What are the factors you take into consideration before buying soap?Price Quality Hygienic Brand name

Fragrance Special offer Availability Others

8. Which brand does u think has the best range of prices?Lux Dove Pears Others (specify)

9. Which brand is easily available in stores?Lux Dove Pears Others (specify)

10.Which soap do u think has zero side effects?Lux Dove Pears Others (specify)


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11.Which brand is having most attractive packaging?Lux Dove Pears Others (specify)

12.Which Ad do you recall?Lux _______________________________________________________________

Dove _______________________________________________________________

Pears_______________________________________________________________

13.Are you satisfied with your soap? Y / N

14.If no what do you expect more from your soap?15.Do you have any plan to switch over? Y / N

16.If yes, to which brand?_______________________________________________

17.Which celebrity is most suitable for endorsing bath soap?

18.Rank the following soaps with respect to corresponding attributes.

Attributes Lux Dove Pears

Price

hygiene

Brand image

Skincare

Easy availability

Packaging

Celebrity

endorsement

Moisturizing Effect

Gsood effect on

germs


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BIBLIOGRAPHY


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BOOKS:

Marketing Management Philip Kotler

Research Methodology C.R.Kothari

WEBSITES:

www.hll.com

www.wikipedia.org

www.google.com

www.fmcg.com
http://www.hll.com/http://www.wikipedia.org/http://www.google.com/http://www.google.com/http://www.wikipedia.org/http://www.hll.com/

Documents

53452436 Final Research Project