Post on 03-Jun-2018
transcript
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BY:
JASMEET SINGH GREWAL
TOPIC:
CONSUMER PREFERENCE TOWARDS SOAPS
Introduction
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. India is a vast country with
a population of 1,030 million people. Household penetration of soaps is 98%. Peoplebelonging to different income levels use different brands, which fall under different
segments 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 Toilet
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volume of about 80,000 tonnes. This translates into a share of about 14 to 15%.
However, by value it is as much as 30%.
Soaps are also categorized into men's soaps, ladies' soaps and common soaps. There are
a few specialty soaps as transparent Glycerine soaps, sandal soaps, specially flavored
soaps, medicated soaps and baby soaps. Specialty soaps are high valued but enjoy only a
small share of the market in value terms.
The market is growing at 7% a year. This means that the incremental demand
generation is 5% over and above the population growth. With increasing awareness of
hygienic standards, the market could grow at a rate higher than 8% annually.
Interestingly, 60% of the market is now sourced from the rural sector. This means that
the variance between the two segments is not very large. Since upper-end market focusis the urban areas, margins come from the urban sector.
Review of literature
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HARISH B
Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brands
was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in 1993.
The brand was expected to give the market leader Dettol, a run for its money. But even
after millions of rupees spent, Dettol still rules the antiseptic lotion market.This article
shows as to why Savlon was a better antiseptic than Dettol, and then too why Savlon was
not able to hold itself in the market.it also shows the strategy adopted by Dettol which
was not expected by J&J to fight the upcoming antiseptic brand, the decisions took by
J&J and its effect on the brand SAVLON.It also includes launch of Savlons soap,
strategies adopted by HUL to compete Dettol soap, and finally the drop of savlon soap
by HUL.
The power of contrast S. Ramesh Kumar and B. Shekar
This article says that marketers mustuse the aspect of contrast creatively so as to lurethe consumers.It also shows that the product attributes of a leader (Dettol) create a
perception that highlights the contrast when there is a follower brand (Savlon). This
approach is extremely useful to fast moving consumer goods where differentiation is
difficult to sustain in the long run. Marketers through advertisements, alongwith
conveying the positioning of the brand, should create a contrast that consumers will be
able to accept and incorporate over a period of time. The contrast would have to be
relevant to the positioning of the brand.
Allison E. Aiello, Elaine L. Larson, and Stuart B. Levy
In this article Much has been written recently about the potential hazards versus
benefits of antibacterial (biocide)-containing soaps. The purpose of this review was to
assess the studies that have examined the efficacy of products containing triclosan,
compared with that of plain soap, in the community setting, as well as to evaluate
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findings that address potential hazards of this usenamely, the emergence of antibiotic-
resistant bacteria.
Soap makers oppose excise duty move
Handmade soap manufacturers in Tamil Nadu have opposed the proposal in the UnionBudget to reintroduce excise duty on their produce, saying it would force the smallenterprises in the sector to close down.
It would be very difficult for them to survive in the industry as they would not be able toface the onslaught by the mechanised soap making units, run by multinationals, TamilNadu Small Scale and Tiny Soap and Detergent Manufacturers Association President VS Krishnan told reporters here last night.
He said for manufacturing 1,000 kgs of handmade soap 30 workers were needed whilein the mechanised sector five persons could do the job.
Janice L. Fuls*, Nancy D. Rodgers, George E. Fischler,Antimicrobial hand soaps provide a greater bacterial reduction thannonantimicrobial soaps. However, the link between greater bacterial reductionand a reduction of disease has not been definitively demonstrated. Confoundingfactors, such as compliance, soap volume, and wash time, may all influence theoutcomes of studies. The aim of this work was to examine the effects of wash timeand soap volume on the relative activities and the subsequent transfer of bacteriato inanimate objects for antimicrobial and nonantimicrobial soaps.
How rural Indian shoppers are changing,Amit Bapna,In this article rural awareness is shown which has been changed significantly .Thestudy is a global consumer research study conducted in 52 countries to understandshopper attitudes and behavior, and the agency has released the Indian study that wasdone across 14 cities. The study shows that the companies that win in rural markets aremore adept at ensuring the right promotion and better distribution growth than theircompetitive set. The rural audience no longer wants to be seen as poor second cousins oftheir urban counterparts. They have the money and they are willing to experiment
Synthetic detergents in the soap industry
H. C. Borghetty and C. A. Bergman
It is the opinion of the authors that much can be done to improve the efficiency of soapin hard water by building it on a ternary system, which will make it more competitive
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against built synthetic detergents in areas of low and medium hard water. This appearsto be particularly advantageous because of the present low prices of fat and greases andthe large stocks that are available today
alt.franceIt has been ascertained by numerous reports that the soap industry in Franceis losing money at an alarming rate. Considering the average Frenchmanshowers less than once a month, the French government has declared the 15thof each month "shower day." This act was also bolstered by the horriblesmell of the stinking Frenchman in the French rail system. Many touristshave been forced to where masks to protect themselves from this horriblestench. It is also mandatory that a Frenchman uses deodorant at least once
a week and brushes his teeth twice per month. Such laws may, however, beimpossible to enforce as the average Frenchman enjoys his own stench
Juliet F. Birda
Many areas of intertidal vegetation in eastern Australia which today are relatively free
from human interference were once subject to extensive exploitation as a source of
alkaline ash or barilla for use in the manufacture of soap. The production of ash, which
involved cutting and burning several different plant species, took place at many sites
along the eastern and southern mainland coast, as well as in Tasmania and the Bass
Strait Islands. While it is difficult to determine the legacy of this activity in the
landscape today, it is nevertheless clear that biogeographers should consider it as a
possible ecological factor in determining patterns of coastal vegetation.
Soaps and detergents: North American trends, Theodore E. Brenner
North America, the U.S. and Canada, produces nearly one third of the world supply of
soaps, detergents, and cleaners, primarily for household consumption. The U.S.
contributes 95% of North American production. Cleaning product demand is steady and
expected to remain so, but new demographic trends affecting households and living
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arrangements will probably stimulate consumer needs for more convenience-oriented
products. Environmental considerations and government actions in recent years have
caused drastic changes in detergent composition, especially affecting laundry
detergents. Government involvement in business decision-making has expanded
enormously with no prospects of reduction because legislators perceive government
regulation of industry to be necessary for the attainment of broad social goals.
Davies, Jean,Babb, J. R.,Ayliffe, G. A. J.,Ellis, S. H.
The effect on the skin flora of bathing with three different detergent antisepticpreparations (chlorhexidine, povidone-iodine and hexachlorophane) was assessed instaff and patients. Contact plate samples from the skin showed an increase in the
numbers of bacterial colonies after bathing with soap and either a decrease or lessoften a smaller increase after bathing with an antiseptic. Although significantdifferences between soap and antiseptic baths were found in samples from individualsites on staff no overall difference between soap and other preparations was obtained.A reduction occurred more frequently with chlorhexidine, particularly 4 h afterbathing, and the low counts from the bath water after three baths with chlorhexidineshowed some residual effect.
Arjun chaudhary
Discusses and contrasts the theories of double jeopardy and brand equity. A model of
attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to
reconcile the two theories. Results of a study designed to test the model are presented.
Results indicate support for both theories of brand equity and double jeopardy since
both direct and indirect relationships were found between attitudes/habit and brand
equity outcomes. The indirect relationships were mediated by the concept of brand
loyalty. Implications for managers are discussed.
Perceived risk: A cross-cultural phenomenon?
Bronislaw J. Verhage
The existence of a positive relationship between perceived risk and brand loyalty hasbeen accepted in the United States since the 1960s. Recognizing this, marketersfrequently give out free samples or coupons and provide reassurances throughwarranties to induce trial and subsequent acceptance of their brand by the consumer.
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Effects of superfatting agents on cracking phenomena in toilet soap
Ainie Kuntom,Iftikhar Ahmad,Hamirin Kifliand Zainon Mat Shariff
Palm stearin (POs) is one of the cheapest sources of C16C18 fatty acids for usein soap making. Toilet-soap formulations containing a high content of POs, however,would result in hard soaps with a tendency to form cracks on the surface. Thisphenomenon can be overcome by addition of superfatting agents to increase plasticity ofthe finished product. In this study, two different blends of soap made from distilled POs,palm oil (PO), and palm kernel oil (PKO) fatty acids in the ratio of 40POs/40PO/20PKOand 70POs/30PKO were evaluated. The soaps were superfatted with glycerin, palmkernel olein, coconut oil, olive oil and canola oil. The levels of incorporation of eachsuperfatting material were 1, 2, 4, and 6%, respectively. The samples were subsequentlytested for both wet and dry crackings using the Hewitt Soap Company methods(numbers 78 and 79, respectively). The superfatted soaps had a total fatty matter of 7383% and an average moisture content of 10%. The penetration value which indicateshardness increased with increasing amount of superfatting agents. Foaming or latheringproperty was good with the exception of the formulation using palm kernel olein andcanola oil as superfatting agents. At all the above levels of superfatting agents added, nocracks were observed during both wet and dry cracking tests. A sample of soapsuperfatted with 2% canola oil, however, developed cracks during the wet cracking test.This resulted in a test score of 7. Superfatting soaps with 12% neutral oils or glycerinresulted in better quality soaps that were free of cracks.
The new toilet soapsA. B. Herrickand Eric Jungermann
Toilet soap bars have undergone few major technical changes in the last century.Noteworthy improvements were floating soap, the development of effective deodorantand antibacterial soaps, the so-called hard water bars, and advances in packagingtechnology. The trends in these areas toward product and process improvement willaccelerate in the 1970s. New raw materials are becoming available which will givegreater formulation flexibility, with emphasis towards greater mildness andeffectiveness. Among these products are the synthetic fatty acids which could partiallyreplace coconut acids, more effective broad spectrum antibacterial agents for bettercontrol of skin microorganisms, and mild detergent additives with good physicalproperties and less defatting tendency. In processing, the move is toward continuoussoap-making equipment in place of the old kettle processes which are still widely used.
More powerful and specialized plodders are available; these will facilitate thedevelopment of new product types.
A new approach to continuous soap making-constant compositioncontrolFredrik T. E. Palmqvistand Frank E. Sullivan
http://www.springerlink.com/content/?Author=Ainie+Kuntomhttp://www.springerlink.com/content/?Author=Ainie+Kuntomhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Ainie+Kuntom8/12/2019 survey on Soaps
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A new continuous process for the manufacture of soap is described, detailing the threemain operations in soapmaking, that is, saponification, washing, and fitting.In the new process all operations involved in the production of soap are carried out in ahermetically closed system. The amounts of lye necessary for the saponification as wellas of brine for the washing and fitting operations are regulated by the automatic
constant-composition control system, which eliminates the older method of control ofthe soapmaking process by cumbersome chemical analyses.The process is based on the use of the Hermetic separator, a centrifuge of special designwhich allows the regulation of the separation efficiency during operation and whichprevents any admixture or contact of the soap with air and consequently any oxidationof the product during processing.All type of soap, high grade toilet soap as well as laundry soap and industrial soaps, canbe produced by this process, which is characterized by high flexibility, low operation-costs, and a high quality of the finished product.
Advances in bar soap technologyE. Jungermann
This paper reviews recent trends in bar soap technology. Toilet soap markets are highlycompetitive and the supporting technology is changing rapidly. New equipment andprocessing techniques have been developed, such as high caustic-high solidssaponification, high speed finishing equipment, and more efficient dryers with betterpollution controls. Multicolored, marbleized soaps have become important in themarketplace and new plodder designs have been developed for their manufacture. Alarge number of new ingredients for use in soap-synthetic combination bars have beenreported. Also, the antimicrobial/deodorant soap segment, representing over 50% ofU.S. market, has undergone considerable shifts due to governmental actions which hasresulted in restrictions on hexachlorophene. Future regulatory actions on other
antimicrobial agents are probable.
Kara Chan
Market segmentation is one of the useful tools for marketers to define target markets.An intercept sample survey of 704 shoppers in Hong Kong was conducted to segmentthe marketbased on the past purchase of environmentally friendly as well as not-so-friendly products. Chi-square analysis and stepwise discriminant analysis wereconducted to differentiate heavy and light green consumers using demographics andother environmental variables including green consumerism knowledge and perceptionabout environmentally friendly products. It was found that heavy green consumers were
more likely to have a higher education and a higher household income. They perceivedthat environmentally friendly products were good for their health and helped to saveresources. Heavy green consumers were more likely to report that they perceivedinfluence from other persons, the government and the green groups. They had a strongself-identity and think of themselves as green consumers and as someone who wasconcerned with environmental issues. They possessed a better knowledge about greenconsumerism and more frequently used the mass media for environmental news. Light
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statistical process. The methods of collecting are to be originally collected, while in case
of secondary data the nature of data collection work is merely of compilation
PRIMARY SOURCE-A structured questionnaire to be prepared and data will collected
from respondents. The sampling technique used in this survey is convenience sampling.
SECONDARY SOURCE-Secondary data means the data already available, which has
already been collected and analyzed by someone else. It includes the published data
available in the form of:
Various publications
Journals
Books, magazines, Newspapers
Internet
SAMPLE SIZE
The sample size of respondents will be 30. Convenience sampling method will
used.
Tools used for data collection:
Data was collected by using a self-constructed questionnaire from 30
respondents.
TOOLS USED IN SURVEY
The various tools used in conducting the survey are as follow:
Questionnaire
Personal Interview
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Research: Semi-Structured
Size: 30
Research Sampling: Convenient sampling
Tools of data analysis: SPSS and Microsoft Excel
Objectives
Objectives of the study
To find out brand preference of customers in a particular town.
To find out category preference.
To find out brand loyalty of customers.
To find out the source of influence of customer purchase. To rank the various attributes while selecting a brand
To find out the attitudes, needs, tastes and preferences of consumers towards
Soaps
DATA ANALYSIS AND INTERPRETATION
The purpose of the questionnaire was to identify the usage and buying pattern of the
consumers of toilet soap. For this, questionnaires were administered to 30 respondents. The
analysis is done on the basis of the answers given by the respondents to the questionnaire.
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1.
Gender wise classificationThe respondents group includes males and females. 57% of the respondents are females and 43
% are males. There is high proportion of males.
The following bar graph will illustrate the gender wise classification.
Gender Frequency Percentage
Female 13 43
Male 17 57
Total 30 100
2. Marital Status
0
10
20
30
40
50
60
frequecy percentage
male
female
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The respondents are classified into married and single to see any difference in the usage
pattern and the buying behavior. The respondents are 90% single and the rest 10% are married
which shows a comparable distribution for the analysis. The data analyzed is shown in the table
below.
Marital Status Frequency Percentage
Single 27 90
Married 3 10
Total 30 100
Hence majority of the user base lies in the single youth but the married people also forms a
comparable share in the bar graph.
The following bar graph will illustrate the classification based on marital status
3. Age group
This consists of classification of respondents according to age group. The following pie chart
illustrates this.
0
10
20
30
40
50
60
70
80
90
100
frequecy percentage
single
married
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Age Group Frequency Percentage
15-25 14 47
26-35 9 30
36-45 6 20
Above 45 1 3
Total 30 100
Fig 1: Classification according to age group
The age groups of the respondents are divided into certain range and the range is 10. The ages
are grouped as 15 to 25, 26 -35, 36-45 and above 45. Here majority of the respondents belong
to the age group of 15 to 25 and is about 47%. 30% of them are from the age group of 26 to 35.
frequecy
15-25
26-35
36-45
above 45
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4. Occupation
The respondents group includes 3 categories of people- employees, professionals, self-
employed and others. The student group forms the chunk of the user base as per the research
with 44%. Employed form 3 7% of the population. The data in table format is shown below.
Category Frequency Percentage
Employed 11 37
Self-
Employed 4 13
Professional 0 0
Student 13 44
Others 2 6
Total 30 100
The analyzed data is illustrated in the following bar graph
The following bar graph will illustrate the Classification based on occupation.
0
5
10
15
20
25
30
35
40
45
50
employed self employed profesional student other
frequency
percentage
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5. Buying pattern
The buying pattern has been divided as per the frequency and includes , once in 15 days, once
in month, once in 2 months
frequency
once in 15 days 4
once in month 15
once in 2 months 11
The percentage of respondents who buy soap once in a month forms the maximum. This is
illustrated in the bar graph shown below.
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The following bar graph will illustrate the based on usage pattern.
6. Using Specific Brand
Frequency of the people using a specific brand for a considerable period of time constitutes
34% of the population. The remaining doesnt have a specific brand preference. This is
illustrated in the following bar graph. From the bar graph we can find that more than half of the
respondents are those who do not use a specific brand for a considerable period of time. This
shows that brand loyalty among soap buyers in city is very low.
0
2
4
6
8
10
12
14
16
once in 15 days once in month once in 2 months
frequency
frequency
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The following bar graph will illustrate the specific brand preference
7. Category of soap
Popular category soaps forms the most popular among the respondents. More than 50% of the
customers favors popular category. It includes brands like lux, pears, cinthol, dettol etc. The
following bar graph will illustrate this.
0
5
10
15
20
25
Yes No
Frequency
Frequency
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The following bar graph will illustrate the Category preference.
8. Brand Preference
The most popular soap brand among the customers is Lux. Pears is the second popular soap
among the respondents. The preference is shown in the bar diagram shown below.
The following bar graph will illustrate the Brand preference.
0 5 10 15 20
Popular
Premium
Economic
Frequency
Frequency
0
2
4
6
8
10
12
lux lifebuoy dettol chintol pears johnson and
johnson
frequency
frequency
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12.Store preference
From the survey its found out that majority of the people prefer to buy soaps from
supermarkets. This may be due to the popping up of large number of supermarkets across the
city. Thus it is essential for soap companies to formulate strategies focused on customers who
buy the product from supermarkets. This is illustrated in the bar graph shown below.
0
2
4
6
8
10
12
Children Friends Yourself husband Presenter/Sales
Person Other
frequency
frequency
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13.Product characteristics
Consumer sees a variety of different attributes in product .for different consumers there
are different characteristics which they favor in a product. Respondents rank thedifferent attributes on scale of 5. Different attributes were Product Characteristics
(Quality, Packaging, Fragrance, Ingredients, Dirt removal, etc) which was highest rated
because if product delivers its value then consumer buy it, Price and Convenience of
place of purchase (Super Market, Retail Shop, Groceries etc) are on the equal scale
,Promotional Activities(TV/Radio advertisement, Free Issues, Money-Offs, Discount, etc),
Influence/Suggestion of a person(Family Member, Friend, etc), Suitability to the skin
type plays the least role.
0
5
10
15
20
25
super markets premium groceries retails pharmacy fancy shops
frequecy
frequecy
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14.Factors to be considered in soaps for ranking
From the survey it is found that quality of soap is the paramount criteria while selecting soap.
Attractive packaging of the product is another criterion along with the fragrance of the soap.
Size is another criterion which is rated high but is found to have less rating than skin protection.
This shows a shift in consumer taste from being price conscious to look conscious. This data
shows that customers tend to have a liking for quality products and for famous brands. The
various factors are ranked from 1 to 7. The highest rank, i.e. 7 is for quality and the last rank,
i.e. 1 is for packaging. This is illustrated in the following diagram.
0
1
2
3
4
5
6
attributes
attributes
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15.Promotional activities
Promotional activities of the soaps are governed by different factors. TV advertisement,
hoardings, newspapers are the major factor that influences purchase decision. Majority of the
respondents subscribed these as the major factor. This is illustrated in the bar graph given
below. Respondents has to select top three promotional activities among different activities
Rank
Rank
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0123456
789
10
promtional activities
promtional activities
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CHI-SQUARE Test
4.2.1 Age group and specific brand preference
Age group Using specific brand
Yes No
Total
15-25
26-35
36-45
Above 45
Total
0
4
5
1
10
1
5
7
7
20
1
9
12
8
30
Null Hypothesis (H0):
The brand preference is independent of different age groups.
Chi-square test:
Observed Value Expected Value (OijEij)2/Eij
0
1
4
5
5
7
1
7
0.333
0.666
3
6
4
8
2.666
5.333
0.333
0.1675
0.333
0.1666
0.25
0.125
1.0410
0.5210
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df= (c-1)(r-1)= (2-1)(4-1)=3
2 = (OijEij)2/Eij
[14]=2.937
The table value of 2 for 3 degree of freedom at 5 per cent level of significance is 7.815. Since
the calculated value of 2 is much less than the table value the null hypothesis is accepted.
4.2.2 Age group and usage
Age group Alternate
days
Once a day Twice a day Others total
15-25
26-35
36-45
Above 45
Total
0
0
0
0
0
0
1
6
4
11
1
7
8
1
17
0
1
0
1
2
1
9
14
6
30
Null hypothesis (H0):
Soap usage pattern is independent of different age groups.
Chi-square test:
2 = (OijEij)2/Eij =8.488
Degree of freedom is 9 and level of significance is 0.05. The table value of 2 for 9 degree of
freedom at 5 per cent level of significance is 16.919. Since the calculated value of 2 is much
less than the table value the null hypothesis is accepted.
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Findings
1. It is found that the people in the age group of 15-25 form the major chunk of customers.
They form about 47% of the customers and most of them are students
2. More than half of the customers buy soap once in a month.
3. Only 10% respondents use specific brand for a considerable period of time.
4. The popular category soaps forms the most selling category of soaps.
5. 75 g was found to be the most popular volume among customers.
6. Supermarkets are preferred by majority of the respondents to buy soaps.
7. The experience from the product in terms of its attractive packaging, value for money etc
has a higher say in purchase decision.
8. For a customer the quality of the soap is the paramount criteria while selecting soap. Brand
name of the product is another criterion along with the fragrance of the soap.
Suggestions
For soap:
Reduce burning sensation
Adopt aggressive marketing strategy for toilet soaps.
Smaller size of toilet soaps to enable the travelling people to be brand loyal
More attractive packaging should be adopt e.g.: chinthol come with new packaging and
thus higher there sales
For sales:
Attractive Packaging
Incentive to dealers/ distributors
TV commercials telecasted especially during prime time
Advertisements through Radio channels during morning and evening
Outdoor media: billboards at railway stations, buses etc
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Since advertising has a critical role in purchasing decision in store promotions, offers and
discounts, media advertisements etc for toilet brands should be increased. Efforts should be
made to improve the purchasing volume of the customers. For that discounts can be given for
multi packet purchase. Special measures must be taken to woo the customers.
Conclusion
The average consumer has become sensitive to value offered by brands, either in terms of price
or in terms of the intrinsic benefit offered at a higher price point. The emergence of several
discount brands and higher-priced improved offerings can be seen in the soap category. Lux is
an example of how the brand initiated the strategy of offering several variants (like almond) in
the lower segment when such variants have been associated with higher segments in the
category.
Apart from expecting value, the consumer is also caught in generic competition which may
force him/her to downgrade in a few categories while testing other categories. For instance,
the consumer, in order to balance her household budgets, may alternate between a good brand
of soap and a low-priced soap[8]
.
Balancing functional benefits, symbolic appeals and timing the right combination of good
functional attributes and symbolic brand orientation (which can be beyond advertising like an
event associated with beauty care/hair care) within a price band is likely to be a conceptual
approach to get over the complexities of the FMCG markets.
PERSONAL INFORMATION
1. NAME
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Go to another shop
Try the same type of brand
Try another brand
12.Who influence/suggest you to make the purchasing decision of the
brand?
Children
Friends
Yourself
HusbandPresenter/Sales Person Other
13.From where you like to buy the soap?
Super Markets
Premium Groceries
Retails Pharmacy
Fancy Shops
14.Rank the following attributes you consider while buying?
1 2 3 4 5
Product Characteristics (Quality, Packaging,
Fragrance, Ingredients, Dirt removal, etc)
Price
Convenience of place of purchase (Super
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1 2 3 4 5
Market, Retail Shop, Groceries etc)
Promotional Activities(TV/Radio advertisement,
Free Issues, Money-Offs, Discount, etc)
Influence/Suggestion of a person(Family
Member, Friend, etc)
Suitability to the skin type
15.What are the factors to be considered in soaps for purchasing
(Please indicate the rank using only number 1 to 7, 1 least and 7th
highest)
Attractive packaging
Fragrance/Odor /Smell
Size/Weight
Ingredients
Moisturizing effect
Lathering/Foaming effect
Softness
Dirt removal /Cleansing
Skin protection
16.What are the top 3 most influenced promotional activities to soap?
TV Advertisement
Radio Advertisement
POSM (Posters, Danglers, etc
Hoardings
Newspaper/Magazine
Discounts
8/12/2019 survey on Soaps
38/38
Free Banded issues (ex: Buy 2 get 1 free, etc)