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CHAPTER – I CHAPTER – I Introduction Introduction “A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK” “A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK” 1
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CHAPTER – ICHAPTER – IIntroductionIntroduction

“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”

INTRODUCTION

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1. What Is PERCEPTION?

Perception is a process by which individuals organize and interpret their sensory

impressions in order to give meaning to their environment. However, what one

perceives can be substantially different from objective reality. It need not be, but there is

often disagreement. For example, it’s possible that all employees in a firm may view it

as a great place to work- favorable working conditions, interesting job assignments,

good pay, an understanding and responsible management – but , as most of us know,

it’s very unusual to find such agreement.

FACTORS THAT INFLUENCE PERCEPTION:

A number of factors operate to shape & sometimes distort perception. These

factors can reside in the perceiver, in the object or target being perceived, or in the

context of the situation on which the perception is made.

a) Factors in the perceiver –

Attitudes

Motives

Interests

Experience

Expectations

b) Factors in the situation –

Time

Work setting

Social setting

c) Factors in the target –

Novelty

Motion

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Sounds

Size

Background

Proximity

Similarity

2. CUSTOMER BEHAVIOUR

Behavior is a mirror in which everyone shows his or her image. Behavior

is a process of responding to stimuli. Consumer behavior is to do with the activities of

individuals in obtaining and using the goods and services. It encompasses the decision

making process that precedes and determines purchases. In the words Prof. C.G. Walter

and Prof. G.W. Paul it is “ The process whereby individuals decide whether, what,

when, where, how and from whom to purchase goods and services”.

Consumer or Customer behavior is all the psychological, social and physical

behavior of potential customers as they become aware of evaluate, purchase, consume

and tell others the products or services.

3. FACTORS INFLUENCING CONSUMER BEHAVIOUR

3.1. Social and Cultural Influences

Culture is learned behavior that has been passed down over time, reinforced in our

daily lives through the family unit and through education and religious institutions.

Culture influences, therefore, are powerful ones and if the company does not understands

the culture in which the particular market operates it cannot hope to develop products and

market them successfully.

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It is important to recognize that culture although immensely powerful is not fixed

forever. Change in culture tends to be slow and not fully assimilated until a generation or

more has passed.

3.2 Specific social influences

3.2.1 Social class

This is the most prominent social influence. Traditionally, one of the chief

determinants of social class was income. Since pay structures have altered a great deal in

terms of the lower C2, D, and E categories moving more towards levels previously

enjoyed by higher A, B and C1 categories over the past 30 years or so, classification of

consumers on the basis of lifestyle is becoming more meaning today.

3.2.1 Reference groups

This can be described as group of people whose standards of conducts of mould an

individual’s dispositions, beliefs and values. This group can be small or large. Reference

groups can range from the immediate family to the place of work. They can also be

found in a person’s social life. An individual is unlikely to deviate too far from the

behavioral norms led down by the members of a club or hobby group. Reference group,

but it does state that individualism cannot exist within a group, but it does suggest that

even rigid independent thinkers will at least be aware of what is considered ‘normal’

within a group.

3.2.3. Motivation

Marketers are interested in motivation when it relates to purchasing behaviour.

This behaviour relates to the motive for wishing to posses the goods or services in

question, and it has been termed ‘goal-related behaviour’. It can, therefore, be seen that a

number of motives might be at play when making a purchaser decision – some motives

stronger than others – and the final decision might be a compromise solution.

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4. CUSTOMER SATISFACTION

The liberalization and globalization of Indian economy has taken place almost a

decade ago, the focus point in any organization is “Customer satisfaction”. The phase

such as “Customer is king in our business”, “service to customer is service to god” are no

more a myth but turned out to be a reality. Customer satisfaction is the base of any

business expansion because of the stiff competition prevalent in the market.

Whether the buyer is satisfied after the purchase depends on the offer’s

performance in relation to the buyer’s expectation. In general; satisfaction is a person’s

feeling of pleasure or disappointment resulting from comparing a product’s perceived

performance ( or outcome) in relation to his or her expectation.

As this definition makes clear, satisfaction is a function of perceived performance

and expectation. If the performance falls short of expectations, the customer is dissatisfied.

If the performance matches the expectations the customer is satisfied.

4.1 Perception

Unlike motivation that requires a reaction to a stimulus, perception relates to the

meaning that is assigned to that stimulus as marketers are interested in how buyers

perceive and react to products in relation to such matters as quality, aesthetics, price and

image, since products not only exist in partial terms but also how they are perceived by

consumers in relation need satisfaction. This perception by buyers is affected by the

nature of the product itself, by the circumstances of the individual buyer and by the

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buyer’s innate situation in terms of how ready they are to make the purchase in terms of

needing it at a particular point of time.

4.2 Attitude

Our strongest basic attitudes are implanted in our formative years and these come

largely from the influence of our close family group and other social interaction. More

refined attitude develops later. In marketing terms, the sum total of our attitudes can be

regarded as a set of cognitions that a potential buyer has in relation to a potential

purchase or purchasing environment. This is why certain stores or companies go out of

their way to engender favorable attitude and it is why manufacturer seek to induce

loyalty towards their particular brand or product.

4.3 Learning

In the context of marketing, learning is a result of information received through

advertising or other publicity or through some reference group or other. In order to have

an effect on motives or attitudes, marketing effort should associate the product with

positive drives and reinforcing messages.

Literature Review

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DETERGENT MARKET IN INDIA

The Indian fabric wash products market was a highly fragmented one. There

was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry

soaps and bars made from vegetable oils accounted for around seven lakh

tonnes with synthetic detergents making up the rest. Detergent cakes

accounted for 40% of the synthetic detergent used, while powder accounted

for the rest. Washing powders were categorized into four segments -

economy (selling at less than Rs.25 per kg), mid-priced (Rs.25 - Rs. 90 per

kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling at over Rs. 120

per kg). The compact, premium and medium priced segments together

accounted for 20% of the volume share and 35% of the value share. The

economy segment made up the remaining lion's share of the market. The

fabric wash industry in India was characterized by low per capita

consumption, especially in rural markets. The major players in the Indian

detergent market were HLL, P&G, Nirma and Henkel (through its joint

venture with SPIC, a leading petrochemical company based in the south

Indian city of Chennai).

MARKET SHARE

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Major Players:

Surf Excel

Rin

Arial

Tide

Nirma

Wheel

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NIRMA

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NIRMA is one of the few names - which is instantly recognized as a true

Indian brand, which took on mighty multinationals and rewrote the

marketing rules to win the heart of princess, i.e. the consumer.

Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a

classic example of the success of Indian entrepreneurship in the face of stiff

competition. Starting as a one-man operation in 1969, today, it has about

14, 000 employee-base and annual turnover is above Rs. 25, 00 crores.India

is a one of the largest consumer economy, with burgeoning middle class pie.

In such a widespread, diverse marketplace, Nirma aptly concentrated all its

efforts towards creating and building a strong consumer preference towards

its ‘value-for-money’ products.

Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making

it one of

the largest volume sales with a single brand name in the world. Looking at

the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990

but this did not deter it to achieve a volume of 100,000 per annum. This

makes Nirma the largest detergent and the second largest toilet soap brand

in India with market share of 38% and 20% respectively.

SURF EXCEL

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Surf Excel is currently running two campaigns riding on the popularity of the

"Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a

chord with the consumers. Continuing with the earlier campaign, the new ad

features two kids taking a Puddle fight to distract their fighting parents

fighting over a car collision. The voice over says " if some thing good

happens because of dirt then Dirt is Good". According to a report in

agencyfaqs, the creative team had a tough task in continuing a classic

campaign and no doubt they have been very successful.

The second campaign takes a cue from the World cup. The ad features a

group of kids preparing for World Cup 2015.

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WASHING POWDER and CAKE

Sr. Name of the Product Multi National Company Indian Substitute

01. Aril, TideProctor and Gamble

India Ltd.Nirma,

02. Surf-Ultra Hindustan Lever Ltd. Plus,

03. Rin Hindustan Lever Ltd. 555, 501, 255

04. Wheel Hindustan Lever Ltd. Chabi

05. Wheel(cake) Hindustan Lever Ltd. Ghadi

06. Sunlight Hindustan Lever Ltd. Doctor

07. Sunlight(cake) Hindustan Lever Ltd. Hipolin

08. Surf-Ultra (powder) Hindustan Lever Ltd. Fena

09. Check (powder) Henkel Spic India Ltd. Dhara

10. White (powder)Rebit and Colman India

Ltd.Date

11. Vim(powder) Hindustan Lever Ltd. Dot

12. HarpicRebit and Colman of

India Ltd.Superfine,Vimal

13. ColinRebit and Colmen India

Ltd.some of the soaps

14. Bricks Henkel Spic India Ltd. of the local industries.

MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.

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When Procter& Gamble India (P&G) entered the detergent , market of India

at the beginning of the 1990s, the market had just calmed down after a

decade long battle between HLL’s Surf and Nirma of Nirma Chemicals.

Though there were many detergent brands in the market – Det, Key, Pont,

Chase, Vimal, Vijay, Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc – Surf

remained the leader and Nirma the challenger. Choosing the price

conscious, lower segment as its market and taking advantage of the

concessions as an SSI unit, Nirma Chemicals offered a low-priced brand and

promoted it aggressively. HLL had to defend Surf with all its might. The

company stepped up its promotion of Surf, relying heavily on aspects like

quality and value for money. In addition, HLL introduced a low priced brand,

Wheel, and positioned it directly against Nirma in the same segment. HLL

also introduced Sunlight detergent powder, a brand extension of its Sunlight

washing soap taking advantage of its time tested brand image. Yet, within a

few years, Nirma garnered a share of 35 per cent of the market and literally

shook Hindustan Lever. The latter had been the market leader for years

without any significant challenge whatsoever. Also, by then the detergents

market of India had grown into a Rs 1,800 crore market. It was into this

market that P&G entered with its Ariel as a direct contestant against Surf. In

fact, the P&G-HLL battle finally turned out to be one of the major marketing

encounters of the 1990s. P&G and Lever, the rivals around the world, were

now combating on Indian ground.

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How did P&G go about marketing Ariel? What marketing strategy did P&G

employ? P&G Seeks leadership position in the industry: P&G laid down its

marketing strategy in respect of Ariel: P&G aims at making Ariel the leading

detergent brand of India, squarely confronting the exiting market leader,

Hindustan Lever, and its leading brand, Surf. Our marketing strategy will be

centered around this major theme. The company will stick to this plan even

if it means sacrificing profits in the short run. P&G put Ariel on the Indian

market in 1990, positioning it directly against HLL’s Surf.

DETERGENTS UNDER SCRUTINY

The virtually unregulated use of pollutant chemicals in the Indian detergent

industry is a situation that needs to be quickly reversed, says Toxics Link.

October 2002 - Cleanliness has been an important consideration for human

beings from time immemorial, but the relation between personal and

environmental cleanliness is a less obvious one. Soap making dates back to

about 1500 BC, the earliest records indicate that a combination of animal

and vegetable oils with alkaline salts was used to form a soap-like material.

In ancient India too, people used soap preparations made from plant or

animal fats. Modern technology has provided synthetic detergents that have

slowly replaced soaps. The first detergents were used chiefly for hand

dishwashing and fine fabric laundering. This was followed by the

development of all-purpose laundry detergents introduced in the U.S.

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in 1946.

Today, India has a diverse range of detergents available off the shelf. The

annual consumption of detergents in India ranges to hundreds of thousands

of tonnes. The formal sector with its increasing ability to influence

consumers via advertisements is expanding its market share aggressively.

The detergent market has evolved into a highly competitive one where a

myriad brands vie with each other to get the customers' attention. Each

brand claims to clean whiter, boasting of technologically dubious terms such

as fighting granules, power pearls, etc.

Detergents and health

Detergents are household chemical cleaning compounds used for laundering

and dishwashing. They contain wetting agents and emulsifiers, based on

non-soap synthetic surfactants. Synthetic detergent powders consist of

surface-active agents, builders and fillers. In addition they have additives

like anti re-deposition agents, optical fibre brighteners (whitening agents),

bluing agents, bleaching agents, foam regulators, organic sequestering

agents, enzymes, perfumers, and substances that regulate the density and

assure crispness of the material they are used on.

A study done to understand the Indian consumers knowledge of harmful

effects of detergents on health and environment, showed that 77.6 percent

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of respondents had experienced some kinds of skin irritation due to

detergents. Of these the majority comprised of dhobis and rural women.

Conventional laundry detergents leave chemical residues on the clothes.

These residues enter our bodies either through the skin or through the

lungs. They cause many common health problems including allergies, skin

infections and in rare cases, cancer. The fragrances used in laundry

detergents can prove allergic and be highly irritating to lungs, causing

serious health effects to people with asthma or chronic heart problems.

The usual result of a continuous and excessive exposure of the skin to

detergents is drying, fissuring and dotting of the keratin layer leading to

increased permeability that causes sensitization, which may develop into

dermatitis. Elderly people are more susceptible to infections that may lead

to developing eczema.

Detergents and water pollution

Most laundry detergents in India are phosphate based. Phosphates are a

major source of water pollution that has become the direct cause of 42 per

cent of human and animal diseases. In India, per capita consumption of

detergents in 1994 was 2.8 kg per annum. This is projected to rise to over 4

kg/capita by 2005. In rural areas the use of detergent bars is expected to

grow 7-8 per cent annually. The figures are of concern because high quality

detergents have as much as 35 per cent STPP in them. According to Prof

Narinder K. Kauschik, Professor emeritus for environmental biology at the

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Canadian University of Guelph, "the main problem is that of phosphate-

based detergents promoting eurtrophication of aquatic environments."

Eutrophication or Nutrient pollution is a process by which water bodies

gradually age and become more productive. Any natural process like this

might take thousands of years to progress but human activities accelerate

this process tremendously. The presence of excessive plant nutrients causes

pollution of water bodies. These plant nutrients are supplied primarily in the

form of phosphorus, nitrogen and carbon to water bodies in various ways.

Sewage perhaps is a particular source of phosphorus when detergents

containing large amounts of phosphates are drained during washing. The

algal boom leads to consumption of the oxygen dissolved in water, creating

hypoxic, and at times, near anoxic situation. This can lead to excessive

eutrophication that kills the fish, cause odour and increase pathogenic

animals.

Seasonal impacts

Run-off of phosphates into water streams is not only due to detergents, but

also due to fertilizers and manures. Findings show that during the dry

seasons when the run-off from agriculture is virtually zero, and manure run-

off is down to one fifth of the total annual rate, detergents are responsible

for additional loadings of rivers by about 7.3 per cent which poses significant

eutrophication impact risks. In India, it is not uncommon to see ponds, lakes

and part of rivers choking with algae or other aquatic plants. In the Indian

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context, this is a grim situation since these water bodies are the primary

sources of water for a large section of the population.

The Detergent Industry

Detergent industry refuses to take any action due to a lack of mandatory

legislations. As a proactive response to environment risks as result of

increasing levels of phosphates, the industry needs to reduce the perilously

high phosphate levels of 30 per cent to far lower numbers. Industry

representatives have declined to do so on grounds that the amount of

phosphate used in northern countries is higher as compared to that in India.

The fact is that India relies only on Sewage Treatment Plants (STPs) which

are not fully functional even in metropolitan cities unlike northern countries

where STPs are installed for every few households. Industry ought to label its

products voluntarily for containing phosphate so that it can be left to the

consumer to decide.

According to Prof. Kaushick strict regulations in North America and Europe

makes it mandatory for the multinational detergent industry to produce

detergents with nominal phosphate content (or even phosphate-free

detergent). The same industry absolves itself of this responsibility in India,

where it manufactures detergents with a high phosphate content. The

industry vehemently opposes any regulation of phosphate use in detergents.

It is not prepared to indicate the percentage phosphate content on

detergent packages.

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Better options - Eco-friendly household cleaning powders

An environmentally superior detergent is the one that makes use of lesser

chemical ingredients. The toxicity of detergents decreases by non-addition

of additives like perfumes, colour and brightening agents. Minimal packaging

can also reduce environmental harm substantially. Synthetic surfactants

may be replaced by non-petrochemical surfactants or vegetable oil soaps;

builders like phosphates can be replaced by sodium citrate and sodium

bicarbonate; dyes and fragrances can be eliminated or minimized. For a

simple formula to make your own detergent, write to Toxics Link.

Detergent use can never be a totally non-polluting activity. The consumer

needs to be informed that the smaller detergent products can also be the

least polluting ones. Consumers must press for implementation of labelling

standards and regulation so that they may avail of environmentally friendly

choices. Using 'green detergents' that do not contain non-essential additives

like perfumes, colour and brightening agents in minimal packaging will go a

long way in ensuring a cleaner and healthier environment.

Objective of the research

1. To study the determinants of consumer prefrence against

detergent in durg & bhilai.

2. To identify most preferred brand.

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CHAPTER – IICHAPTER – IIResearch Research

methodologymethodology

“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”

3. To identify the major players of Detergents.

4. To study on the effect of advertisement on customers for

purchasing the detergent.

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Research Methodology

1. Research Methodology.

2. Research Design.

3. Data Source.

4. Data Collection METHOD.

5. Sampling Design.

6. Sampling Unit.

7. Sampling Size.

Research Methodology

The research comprises of defining and redefining problems, formulating

hypothesis or suggested solutions; collecting, organizing and evaluating

data, making deductions and reaching conclusion; and at last carefully

testing the conclusions to determine whether they fit formulating

hypothesis. The research process is carried out to a series of step, which are

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required to be taken in chorological order. The major marketing research

steps are as follows:

Problem identification.

Research design.

Fieldwork.

Data analysis & interpretation.

Report Presentation.

Problem Identification

The first and foremost step in this research is to identify the problem

chosen for investigation. The step has very significance, once it is said “A

Problem well identified is half way to solution”. On the other hand

if the problem identified vaguely, a wrong problem is identified, or

research is not clarified, then the research result may be completely

useless for the management, and the research effort of the investigation

will be a futile exercise.

Research Design

A research design is a master plan or model for the formal investigation.

Once the formal investigation is decided, the researcher must formulate

the formal plan of investigation. A research design id the specification of

methods & procedure, for acquiring the information needed for solving

the problem. The formal investigation plan will concentrate on the

selection of sources of information and the selection of methods and

procedures for gathering the data. Data gathering forms are prepared.

Questionnaires are tested, samples for investigations are planned.

There are three basic types of research design:-

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In my research I have used the descriptive research design

Descriptive Research Design

The descriptive study is typically concerned with determining frequency with

which some thing occurs or variable vary together this study is guided by an

initial hypothesis. Descriptive studies are those studies, which are concerned

with describing the characteristics of a particular individual, or of a group.

Descriptive research includes surveys and fact-finding enquiries of different

kinds. The major purpose of descriptive research is description of the state

of affairs as it exits at present. In social science and business research we

quit use the term Ex post facto research for descriptive research studies.

DATA SOURCE

There are two sources of data collection:

Primary data source

Secondary data source.

Source of Data

Primary Data: -

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Descriptive

Exploratory Casual

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Primary data are those data, which are obtained for the first time by the

investigator himself. In order words, by primary data we mean those data,

which are originally, i.e., those in which little or no grouping has been made,

the instance being recorded or itemized encountered.

The source of primary data used in my project is the questionnaire. Primary

are the raw data like raw material. Primary data are according to object of

investigation and used without correction. The collection of primary data

requires large sum, energy and time. Precautions are not necessary in the

use of the primary data.

Secondary Data: -

Secondary data means data that are already available i.e; they refer to the

data, which have already been collected and analysed by some one else.

When the researcher utilizes secondary data, then he has to look in to

various sources from where he can obtain them. In this cause he is certainly

not confronted with the problems that are usually associated with the

collection of original data. Secondary data may either be published data or

unpublished data.

DATA COLLECTION METHOD

As a data collection method I have used the Questionnaire Method.

Why a Questionnaire Method has been adopted?

Questionnaire had been prepared to get the response of the people as per

guided by the organizational guide. To provide the best end results without

any kind of biasness, which can give a brief idea about sampling and would

be beneficial for making inferences for tabulations and calculations with

research instruments? I made a survey through questionnaire as prepared

by me.

SAMPLING DESIGN

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Sampling plan consists of sampling unit, sampling size and sampling

procedure therefore it is necessary to find out sampling plan if population is

100.

Sample Design Consists of:

Experimental Research design

Exploratory Research design

Descriptive Research design.

SAMPLING UNIT

Sampling/Unit is the total number of samples differed in different locality.

S.No. Classes No.of Classes

1. Student 25

2. Service class 25

3. Business Class 25

4. Household 25

Total 100

Data have been collected through the survey method while surveys have

been conducted in one city:

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i) Bhilai

ii) Durg

All the data are primary in the nature as they had been collected first and

personally. All the area had segmented according the population of this

area. I have considered 100 as sample size.

Research Plan

Research Design : Descriptive Research

Data Source : Primary Data

Research Instrument : Questionnaire

Measurement scale : Likert’s Scale

Sample Plan

Sampling Design : Simple Random Design

Sample Size : 100

Sample Location : Bhilai & Durg

Sample Element : STUDENT – 25

SERVICE CLASS – 25

BUSINESS CLASS – 25

HOUSEHOLD – 25

Limitations

This study is only modest attempt and not be claimed as comprehensive

one, further it is to be pointed that data are inebriation for the study and

consequently the findings made out of it are reliable to the extend that the

respondents have been forthright nourishing the same.

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Chapter -IIIWASHING

POWDER AND CACKE

HISTORY

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During conducting this research I come across the following limitations: -

1. The research period was a short period to carryout study with

almost precautions.

2. Sometime the respondents are not available at their place.

3. Very often the responded do not express their true feelings, in such

case their habit, preference, practice cannot be assessed correctly.

4. Some of the respondents refuse to give the important information

best known to them.

However in spite of these limitations all efforts have been put to make

the report correct, genuine, and fulfilling the objectives of the reports.

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Detergent is a compound or mixture of components ,intended to assist cleaning.they may be:

1) Detergent Soap2) Detergent Powder

Detergent Chemistry?

To understand what is needed to achieve effective cleaning, it is helpful to have a basic

knowledge of soap and detergent chemistry

   Water, the liquid commonly used for cleaning, has a property called surface

tension. In the body of the water, each molecule is surrounded and attracted by

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other water molecules. However, at the surface, those molecules are surrounded by other water

molecules only on the water side. A tension is created as the water molecules at the surface are

pulled into the body of the water. This tension causes water to bead up on surfaces (glass, fabric),

which slows wetting of the surface and inhibits the cleaning process. You can see surface tension

at work by placing a drop of water onto a counter top. The drop will hold its shape and will not

spread

  In the cleaning process, surface tension must be reduced so water can spread and

wet surfaces. Chemicals that are able to do this effectively are called surface active

agents, or surfactants. They are said to make water "wetter."

   Surfactants perform other important functions in cleaning, such as

loosening, emulsifying (dispersing in water) and holding soil in suspension

until it can be rinsed away. Surfactants can also provide alkalinity, which is

useful in removing acidic soils.

   Surfactants are classified by their ionic (electrical charge) properties

in water: anionic (negative charge), nonionic (no charge), cationic

(positive charge) and amphoteric (either positive or negative charge).

   Soap is an anionic surfactant. Other anionic as well as nonionic surfactants are the main

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ingredients in today's detergents. Now let's look closer at the chemistry of surfactants.

SOAPS

Soaps are water-soluble sodium or potassium salts of fatty acids. Soaps are made from fats and

oils, or their fatty acids, by treating them chemically with a strong alkali.

First let's examine the composition of fats, oils and alkalis; then we'll review the soapmaking

process

.Fats and Oils

The fats and oils used in soapmaking come from animal or plant sources. Each fat or oil is made

up of a distinctive mixture of several different triglycerides

In a triglyceride molecule, three fatty acid molecules are attached to one molecule of glycerine.

There are many types of triglycerides; each type consists of its own particular combination of

fatty acids

Fatty acids are the components of fats and oils that are used in making soap. They are weak acids

composed of two parts

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A carboxylic acid group consisting of one hydrogen (H) atom, two oxygen (O) atoms, and one

carbon (C) atom, plus a hydrocarbon chain attached to the carboxylic acid group. Generally, it is

made up of a long straight chain of carbon (C) atoms each carrying two hydrogen (H) atoms.

Alkali

An alkali is a soluble salt of an alkali metal like sodium or potassium. Originally, the alkalis used

in soapmaking were obtained from the ashes of plants, but they are now made commercially.

Today, the term alkali describes a substance that chemically is a base (the opposite of an acid)

and that reacts with and neutralizes an acid.

The common alkalis used in soapmaking are sodium hydroxide (NaOH), also

called caustic soda; and potassium hydroxide (KOH), also called caustic potash.

How Soaps are Made

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Saponification of fats and oils is the most widely used soapmaking process. This method

involves heating fats and oils and reacting them with a liquid alkali to produce soap and water

(neat soap) plus glycerine.

The other major soapmaking process is the neutralization of fatty acids with an alkali. Fats and

oils are hydrolyzed (split) with a high-pressure steam to yield crude fatty acids and glycerine.

The fatty acids are then purified by distillation and neutralized with an alkali to produce soap and

water (neat soap).

When the alkali is sodium hydroxide, a sodium soap is formed. Sodium soaps are "hard" soaps.

When the alkali is potassium hydroxide, a potassium soap is formed. Potassium soaps are softer

and are found in some liquid hand soaps and shaving creams

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The carboxylate end of the soap molecule is attracted to water. It

is called the hydrophilic (water-loving) end. The hydrocarbon chain is attracted to oil and grease

and repelled by water. It is known as the hydrophobic (water-hating) end.

SURFACTANTS IN DETERGENTS

<>A detergent is an effective cleaning product because it contains one or more surfactants. Because of

their chemical makeup, the surfactants used in detergents can be engineered to perform well under a

variety of conditions. Such surfactants are less sensitive than soap to the hardness minerals in water and

most will not form a film

Detergent surfactants were developed in response to a shortage of animal and vegetable fats and oils

during World War I and World War II. In addition, a substance that was resistant to hard water was

needed to make cleaning more effective. At that time, petroleum was found to be a plentiful source for

the manufacture of these surfactants. Today, detergent surfactants are made from a variety of

petrochemicals (derived from petroleum) and/or oleochemicals (derived from fats and oils).

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Petrochemicals and Oleochemicals

Like the fatty acids used in soapmaking, both petroleum and fats and oils contain

hydrocarbon chains that are repelled by water but attracted to oil and grease in soils.

These hydrocarbon chain sources are used to make the water-hating end of the surfactant

molecule.

Other Chemicals

Chemicals, such as sulfur trioxide, sulfuric acid and ethylene oxide, are used to produce the water-

loving end of the surfactant molecule

Alkalis

As in soapmaking, an alkali is used to make detergent surfactants. Sodium and potassium hydroxide are

the most common alkalis

How Detergent Surfactants Are Made

Anionic Surfactants

The chemical reacts with hydrocarbons derived from petroleum or fats

and oils to produce new acids similar to fatty acids.

A second reaction adds an alkali to the new acids to produce one type of anionic surfactant molecule.

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Nonionic Surfactants

Nonionic surfactant molecules are produced by first converting the hydrocarbon to an alcohol and then

reacting the fatty alcohol with ethylene oxide.

HOW SOAPS AND DETERGENTS WORK

These types of energy interact and should be in proper balance. Let's look at how they work together.

Let's assume we have oily, greasy soil on clothing. Water alone will not remove this soil. One

important reason is that oil and grease present in soil repel the water molecules.

Now let's add soap or detergent. The surfactant's water-hating end is repelled by water but attracted to

the oil in the soil. At the same time, the water-loving end is attracted to the water molecules.

These opposing forces loosen the soil and suspend it in the water. Warm or hot water helps dissolve

grease and oil in soil. Washing machine agitation or hand rubbing helps pull the soil free.

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Marketing means understanding and responding to customer needs, a pre-requisite (condition)

for any organization success.”

According to American marketing association, “marketing is concerned with people and the

activities involved in the flow of goods and serves from the producer to the consumer.”

According to W.J. Santan, “marketing is a total system of business activities designed to plan,

prices, promise and distribute want satisfying goods and services to present and potential

customer.”

36

NEED

WANTS

PRODUCT

SERVICE

DESIGN

PRODUTION

SALES

SATISFACTION

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37

Chapter - IVDATA ANALYSIS

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DATA ANALYSIS Likert’s measurement scaleHIGHLY JUST LITTLE DISSATISFIED

3 2 1 0

Index

.

38

DeterminantsBrand X1

Advertisement X2

Price X3

Availability X4

Fragrance X5

Colour X6

Safe side X7

Quality X8

Size X9

ParametersSTUDENT Y1

SERVICE PERSON Y2

HOUSEHOLD Y3

BUSINESS CLASS Y4

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STUDENTS

           HIGHLY JUST LITTLE DISSATISFIED TOTAL

X1 13 11 1 0 62X2 2 21 1 1 49X3 21 4 0 0 71X4 0 20 5 0 45X5 6 13 5 1 49X6 0 4 17 4 25X7 12 13 0 0 62X8 21 3 1 0 70X9 0 2 16 7 20

SERVICE PERSON          

  HIGHLY JUST LITTLE DISSATISFIED TOTALX1 5 17 3 0 52X2 0 3 18 4 24X3 11 14 0 0 61X4 2 7 12 4 32X5 2 18 2 3 44X6 0 1 20 4 22X7 14 11 0 0 64X8 12 13 0 0 62X9 1 6 13 5 28

HOUSEHOLD         

  HIGHLY JUST LITTLE DISSATISFIED TOTALX1 6 19 0 0 56X2 0 15 8 2 38X3 22 3 0 0 72X4 2 16 7 0 45X5 6 16 3 0 53X6 0 6 17 2 29X7 8 17 0 0 58

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X8 24 1 0 0 74X9 0 9 15 1 33

BUSINESS CLASS          

  HIGHLY JUST LITTLE DISSATISFIED TOTAL

X1 16 8 1 0 65

X2 2 5 16 2 32X3 17 7 1 0 66X4 8 14 3 0 55X5 8 17 0 0 58X6 2 7 15 1 35X7 21 4 0 0 71X8 19 5 1 0 68X9 0 12 11 2 35

1.How much do you consider Brand in purchasing detergent?

Y1 Y2 Y3 Y4

Brand 62 52 65 56

Brand

0

10

20

30

40

50

60

70

Y1 Y2 Y3 Y4

Brand

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2.How much do you consider Advertisement in purchasing detergent?

Y1 Y2 Y3 Y4

Advertisement 49 24 32 38

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Advertisement

0

10

20

30

40

50

60

Y1 Y2 Y3 Y4

Advertisement

3.How much do you consider Advertisement in purchasing detergent?

Y1 Y2 Y3 Y4

Price 71 61 66 72

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Price

54

56

58

60

62

64

66

68

70

72

74

Y1 Y2 Y3 Y4

Price

4.How much do you consider Availability in purchasing detergent?

Y1 Y2 Y3 Y4

Availability 45 32 55 45

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Availability

0

10

20

30

40

50

60

Y1 Y2 Y3 Y4

Availability

5.How much do you consider Fragrance in purchasing detergent?

Y1 Y2 Y3 Y4

Fragrance 49 44 58 53

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Fragrance

0

10

20

30

40

50

60

70

Y1 Y2 Y3 Y4

Fragrance

6.How much do you consider Colour in purchasing detergent?

Y1 Y2 Y3 Y4

Colour 25 22 35 29

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Colour

0

5

10

15

20

25

30

35

40

Y1 Y2 Y3 Y4

Colour

7.How much do you consider Safeside in purchasing detergent?

Y1 Y2 Y3 Y4

Safeside 62 64 71 58

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Safeside

0

10

20

30

40

50

60

70

80

Y1 Y2 Y3 Y4

Safeside

8.How much do you consider Quality in purchasing detergent?

Y1 Y2 Y3 Y4

Quality 70 62 68 74

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Quality

56

58

60

62

64

66

68

70

72

74

76

Y1 Y2 Y3 Y4

Quality

9.How much do you consider Size in purchasing detergent?

Y1 Y2 Y3 Y4

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CHAPTER – VCHAPTER – Vconclusionconclusion

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Size 20 28 35 33

Size

0

5

10

15

20

25

30

35

40

Y1 Y2 Y3 Y4

Size

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CONCLUSION

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It is concluded that difference between the Parameters i.e Student, Service Class, Households

and Business Class is Significant. Also the difference between the Determinants i.e Brand,

Advertisement, Price, Availability , fragrance, Colour ,Safeside, Quality and Size is also

Significant.

The companies are therefore ,advised to give more emphasis on cleanliness factors and price

where as less emphasis on fragrance and colour. They are also advised to make different

strategies for different parameters as they are showing different purchase behaviour.

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CHAPTER – VIICHAPTER – VIIReferences References

“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”“A STUDY OF CONSUMER PERCEPTION TOWARDS WASHING POWDER &CACK”

BIBLIOGRAPHY

1) Kothari C.R. “Research Methodology” New Delhi ,Willy Eastern Ltd. 1990,Second Edition.

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2) Rampal K.M. Gupta S.1,Project Report Writing New Delhi ,Galgotia Publication 2001.

3) Encarta Encylopedia standard 2004.

Web-site

www.wikipedia.com www.google.com

www.altavista.com

Annexure

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QUESTIONNAIRE

1. Age(in years) : 0-20 20-40 40-60 More than 60

2. Occupation : Service Person Business Class

Households Students

Others (please specify): ………………………

3. Monthly Income (in Rs.) : 0 - 10,000 10,000 - 20,000

20,000-30,000 More than 30,000

4. Gender : Male Female

5. Which detergent do you usually prefer?

a. Surf b. Arial

c. Tide d. Nirma

e. Rin f. Other (Please specify) …………..

6. How much do you consider brand in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

7. How much do you consider advertisement in purchasing

detergent?

a. High b. On an average

c. Little d. Not at all

8. How much do you consider price in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

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9. How much do you consider availability in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

10. How much do you consider fragrance in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

11. How much do you consider colour in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

12. How much do you consider safe side in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

13. How much do you consider quality in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

14. How much do you consider size in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

YOUR OPINION: ……........................................................................................................................……………………………………………………………………………………..

Place ……………….Date ……………….. signature

55


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