STUDY OF CONSUMER BEHAVIOUR

RELATED TO DIFFERENT SOAP

BRANDS IN MUMBAI

CONTENTS

• Objectives

• Company Overviews

• Research Methodology

– Sampling Strategy

– Sample Size

– Research Techniques

• Research Questions and Tools

• Data Analysis

• SPSS Analysis

• Findings and Recommendations

• Conclusions

OBJECTIVES

• To determine the awareness level of the soap brands

• To identify perception of the consumers

• To identify various factors affecting purchases

• To determine effects of product ingredients on the

consumer

• To study consumer buying behaviors

• To determine preference of the consumers

COMPANY OVERVIEW

• Dettol Healthy Touch Hygenic Refresh Bar Soap (citrus

fragrance). Dettol is the trade name for a line of hygiene

products manufactured by Reckitt Benckiser

• Lux is a global brand developed by Unilever. The range of

products includes beauty soaps, shower gels, bath

additives, hair shampoos and conditioners

• Dove provides skin care, hair care, body lotions, body

wash, bar soap and deodorant

• Lifebuoy, the world's leading health soap, creates

accessible health and hygiene products for your family

including bar soap, body wash, hand wash

RESEARCH METHODOLOGY

• Research Design – To study and gain insight about soap

usage in Mumbai Region

• Research Approach – Collecting Data though primary and

secondary methods

– Primary Data:- Online Questionnaire- Structured,

Questions are closed ended and answered in fixed

options

– Secondary Data: - Company website and articles

• Research Method: - Survey, Online Questionnaire,

• Sample Size – 25 customers

• Sampling Method:- Random sampling method

Research Questions and Tools

• What is the age of customers?

• What type of soap is used by the customer?

• What are the factors influencing purchase?

• Preference of the customer

• Price, Brand and Quality are the decision making factor

• Usability of the product

• Tools – Microsoft Excel, SPSS and Pie Chart

DATA ANALYSIS

DATA ANALYSIS

DATA ANALYSIS

DATA ANALYSIS

DATA ANALYSIS

DATA ANALYSIS

DATA ANALYSIS

SPSS ANALYSIS

SPSS ANALYSIS

FINDING AND RECOMMENDATIONS

• 16% prefer medicated or herbal soap

• 28% prefer branded product

• Basically people use soap for cleaning purpose and germs

protection purpose

• Dettol is highly use product by the customer for germs and

cleaning purpose

• Usability of Dove is more compared to other products

• Even though lux and other products are more popular still

people prefer dettol

• Company should increase availability of the product

• Dettol is more preferred as compared to price and

availability

CONCLUSIONS

Today soaps are being purchased on major 4 factors

• Brand Name

• Antiseptic Quality

• Beauty Care

• Price

THANK YOU