Indian Consumer Analysis(2005)

8/4/2019 Indian Consumer Analysis(2005)

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A Study on Indian Consumer Behavior Analysis 2005


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CONSUMERS ANALYSIS OF INDIAN SOAP MARKET

(1)MOST PREFFERED CRITERION FOR SOAP SELECTION

The primary analysis found that Price is the most preferred criterion for soap (28.75% of the

consumers agreed on that). Brand Value was the next best with 15% of the consumers in

favour of the same.

Word of mouth

Packaging

Color of soap

Benefits

Promotional schemes

Price

Fragrance of soap

Brand value

Advertisement

Most prefferedcriterion

2.5%6.25%

3.75%

13.75%

12.5%

28.75%

10.0%

15.0%

7.5%


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(2)PERCEPTION ABOUT LUX

The primary analysis found that the major perception about Lux is that as a Beauty Soap(50% of the consumers agreed on that). Soap for all was the next best with 23.75% of the

consumers in favour of the same

15.0%

23.75%

11.25%

50.0%

Soap of filmstars

Soap for all

Nothing specific

Beauty soap

Perception about Lux


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(3)RECOLLECTION OF ANY ADVERTISEMENT OF LUX

The primary analysis found that advertisement recall of Lux was Yes for 91.25% of theconsumers and No for 9.75% of the consumers

91.25%

8.75%

Yes.

No

Recall of current

advertisement


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(4)MOST EFFECTIVE MEDIUM OF SALES PROMOTION

The primary analysis found that Advertising is the most effective medium for sales promotion

(58.75% of the consumers agreed on that). Sales Promotion was the next best with 31.25% of

the consumers in favour of the same.

(5)PREFERENCE OF PROMTIONAL SCHEME

31.25%

58.75%

10.0%

Sales promotion

Advertising

Personal selling

Most effective mediumfor promotion


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The primary analysis found that Price Off is the most preferred promotional scheme (42.5%

of the consumers agreed on that). Cross Promotion was the next best with 15% of the

consumers in favour of the same.

(6)PERCEPTION ABOUT CHANGE IN QUALITY DURING SALES PROMOTION

SCHEME

12.5%

42.5%

15.0%

13.75%

6.25%

3.75%

6.25%

Prizes

Price off

Cross promotion

Cash refund

Scratch card

Free trial

Discount coupons

Preference ofpromotional schemes


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The primary analysis found that the perception about change in quality during sales promotion

scheme was Superior (93.75% of the consumers agreed on that). No change was the next

best with 6.25% of the consumers in favour of the same

(7)TYPE OF IMPACT

93.75%

6.25%

No change

Superior

Perception aboutchange in quality


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The primary analysis found that the type of impact of sales promotion was Continue buying

even after sales promotion offer is scrapped (38.75% of the consumers agreed on that). No

change in buying behaviour was the next best with 26.25% of the consumers in favour of the

same.

(8)COMMUNICATION OF SCHEME

13.75%

38.75%

21.25%

26.25%

Makes you switch toLux

Continue buying evenafter sales promotionoffer is scrapped

Buy it during salespromotion offer

No change in buyingbehavior

Type of impact


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The primary analysis found that the communication of schemes should be Through electronicmedia (58.75% of the consumers agreed on that). Through print media was the next best

with 26.25% of the consumers in favour of the same

(9)PROBLEMS FACED DURING SALES PROMOTION SCHEMES

3.75%

26.25%

58.75%

11.25%

Through salesrepresentatives

Through print media

Through electronicmedia

Through companysstall

Communication ofschemes


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The primary analysis found that Stock Out is the biggest problems faced during sales

promotion schemes (42.5% of the consumers agreed on that). Any other was the next best

with 21.25% of the consumers in favour of the same.

(10)COMPARISION WITH COMPETITORS

The primary analysis found that Luxs promotion schemes were Superior and more frequentvis--vis its (48.75% of the consumers agreed on that). Similar and more frequent was the

next best with 35% of the consumers in favour of the same

(11)AFFECT ON AGE GROUP

48.75%

12.5%

35.0%

3.75%

Superior and morefrequent

Superior and lessfrequent

Similar and morefrequent

Similar and less frequent

Comparison withcompetitors


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The primary analysis found that Adults were the most affected upon by sales promotion

56.25% of the consumers agreed on that). Youngsters was the next best with 32.5% of the


(12)PRICE OF SOAP

6.25%2.5%

32.5%

2.5%

56.25%

Kids

Adults

Youngsters

Older people

Adults

Affect on age group


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The primary analysis found that the customers perceived the price of soap to be Satisfactory(42.5% of the consumers agreed on that). Neutral was the next best with 32.5% of the


(13)DISTRIBUTION NETWORK

42.5%

15.0%

2.5%

32.5%

7.5% Satisfied

Very satisfied

Satisfied

Neutral

Dissatisfied

Price


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The primary analysis found that the customers perceived the distribution network of soap to beSatisfactory (47.5% of the consumers agreed on that). Very Satisfied was the next best

with 26.25% of the consumers in favour of the same

(14)QUALITY

47.5%

5.0%

26.25%

21.25%

Satisfied

Dissatisfied

Very satisfied

Neutral

Distribution Network


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The primary analysis found that the cSatisfactory (47.5% of the consumers agreed on that).

Neutral was the next best with 23.75% of the consumers in favour of the same.

ustomers perceived the quality of soap to be

47.5%

8.75%

7.5%

12.5%

23.75%

Satisfied

Dissatisfied

Very satisfied

Satisfied

Neutral

Quality

Documents

Indian Consumer Analysis(2005)