AcknowledgmentWe would like to express our gratitude to those who gave us the possibility to complete this project. We are deeply indebted to our resource person Mr. Imran Sadiq who helped, motivated and provided us with the opportunity for practical work. We are thankful for his given precedence while finishing our research. It was not possible for us to complete this task without his guidance.

ContentsExecutive Summary4History & Introduction4Unilever Pakistan Limited5Mission5Unilever Brands in Pakistan5Unilever LUX6Chapter 4: Consumer Motivation7Rational V/s Emotional Motives7Cognitive Arousal7Innate and Acquired Needs7Chapter 5:Personality and Consumer Behaviour8Consumer Innovativeness8Variety Novelty Seeking8Fixated consumption behaviour9Chapter 6: Consumer Perception9Sensation9Perceived Quality of Products9Selective Attention10Chapter 7: Consumer Learning10Observational Learning (Vicarious or Modelling Learning)10Stimulus discrimination10Central route to persuasion10Chapter 8: Consumer Attitude Formation and Change10Attitude toward the Ad model11Theory of trying to consume model11Elaboration Likelihood Model (ELM)11Questionnaire12Questionnaire Analysis13Need of the study13Objectives of the study14Research methodology14Limitations14Data source15Analysis15To observe the gender distribution of our Sample15To observe the income level of our respondents15To observe the age limits of our respondents16To observe the relationship of gender and quantity of consuming soap17To observe the relationship of gender with Brand preference17To observe the relationship of Gender with Usage of LUX18To observe the relationship of Gender with the reason of using LUX18To observe the relationship of Gender with the celebrity endorsement19To observe the relationship of Gender with the Favourite LUX soap type19To observe the relationship of income level with the pricing19To observe the relationship of income level with the brand preference20To observe the relationship of income level with the influence offer21To observe the relationship of income level with the sizing of LUX21To observe the relationship of income level with the frequency of purchasing22To observe the relationship of income level with the locality of purchasing23To observe the relationship of age limits with the brand preferring23To observe the relationship of age limits with the celebrity endorsement24To observe the relationship of age limits with the LUX Type24Factor Analysis25Conclusion of the study25Conclusion25Recommendations26References26

Executive SummaryUnilever is one of the biggest multi-national FMCG companies in the world. The company has more than 400 brands worldwide, with revenues of 44.262 billion Euros (2010). More than 70% of the companys sales are from top 25 brands, which includes Axe, Blue Band, Dove, Lux, Flora, Heartband, Hellmanns, Knorr, Lipton, Surf, Rexona, & Sunsilk.The purpose of this report is to first analyse the demand for Lux soap & secondly to see what marketing & consumer behaviour concepts does Lux adopt in its advertising campaigns & promotional strategies. To fulfil the first purpose, we made a questionnaire on Lux soap. Then after gathering the responses from people, we used SPSS software, to analyse the demand of Lux soap among different customers. To do so, we conducted Cross tabulation, Factor analysis, & frequency distribution on the gathered data. For the second task, we applied different marketing & consumer behaviour concepts on which Lux has been marketing itself over the years. The concepts are taken from topics of Consumer Motivation, Personality & Consumer Behaviour, Consumer Perception, Consumer Learning, & Consumer Attitude Formation & Change. History & IntroductionUnilever is one of the worlds largest andleading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1890. Operating in Pakistan for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. The usage of Unilever products by over 90% of the people in Pakistan stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing,Skincare,oralcare,haircare,personalgrooming,andteabasedbeverageproductsunderworldwidefamous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sun silk, Lipton, Lipton Taaza, Peps dent, All Clear, Vim, Surf Excel, and Rexona. Unilever is one of the biggest companies of the world with its products spread all overthe world. Present in 150 countries around theworld with a wide range of products. The Unilever shares in the world are:

Europe | 15bn | 38%Asia/Africa | 12bn | 29%America | 13bn | 33%.

Unilever Pakistan LimitedThe Unilever Pakistan Limited formerly Lever Brothers Pakistan Limited was established in Pakistanin1948. The town ofRahim Yar Khan was the site chosen for setting upa vegetable oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the largest multinationals operating in the country. It is operating six factories at different locations around the country. The Unilever's HeadOffice was shifted to Karachi from the Rahim YarKhan site in the mid 60's.MissionWe meet every day needs for nutrition , hygiene andpersonal care with brands that help people feel good, look good and get more out of life.

Lever brothers will be the foremost consumer productcompany in Pakistan with care, skin, ice cream and spread. Already positioned intea, hair, dental and householdcare, substantiallyprofitable position in cooking oils and fats our strengths comefrom our people and from combining the best of our international aswell as Pakistan origin. Our commitment is to continuously care for the need ofour customers, consumers, employees, suppliers, shareholder sand the community in which we live. As one of Unilever's leading brands, it has always been Wall's mission to add vitality to your life- while being responsible about goodnutrition. Unilever Brands in PakistanBlue Band, Supreme Tea, Clear Shampoo, Close Up, Fair & Lovely, Lifebuoy soap & shampoo, LUX, Surf Excel, Walls, Lipton Tea, Sunsilk, Knorr Soup / noodles, Rexona, Imperial, Ponds.

Unilever LUXLUX soap was first launched in the UK in 1899 as a flaked version ofsoap. Subsequently it was launched in the US in 1916, and marketed as laundry soap targeted specifically at 'delicates. The flake-type soap allowed themanufacturer some leeway from lye because it didnot need to be shaped into traditional cake-shaped loaves as other soaps were. The result was gentler soap that dissolved more readily and wasadvertised as suitable for home laundry use.LUX is currently a product ofUnilever. The name "LUX" was chosen as the Latin word for "light and because it was suggestive of "Luxury. In Pakistan LUX was first introduced in 1956and till now LUX has becomeone of the top soap in Pakistan.

Chapter 4: Consumer MotivationRational V/s Emotional MotivesRationalityRationality implies that the consumer selects the product on the basis of objective things like size, weight, price etc. LUX is positioning itself with the low price as compare to other brands of soaps. LUX is also available at different weights and sizes depending on the needs of consumers. It can also be said that people buy LUX after doing rational calculations about it because it meets all the criteria of rationality quite well. EmotionalThese are the motives imply the selection of goals according to personal or subjective criteria. Some people get influenced by the advertisements of LUX and end up buying LUX. For example, LUX soap captures most of the famous female celebrities in ads and especially fans of those celebrities buy LUX and they do not have any logical justification about the purchased item. Cognitive Arousal Its been said that advertisements are cues that are designed to arouse needs. When people live in diverse environment, they experience many opportunities for need arousal. For instance while watching an ad of LUX petal rose, any girl or woman who loves flowers or perfumes would want to buy it by imagining the fragrance of roses in her mind. So, by doing this LUX makes people to end up in buying their product by having different type of LUX soaps and each of them have difference from one and other. They are targeting people (mostly females) with varying interest and giving them different fragrance and features in LUX. Innate and Acquired NeedsInnate NeedsThe state of being clean and conductive to health is the basic need of every human being. LUX as a commodity is fulfilling the innate needs of its consumers because the major proportion of households uses LUX as bath soap. LUX is fulfilling the primary needs or motive by capturing the customers mind with offering lowest price of soap among all the competitorsAcquired NeedsAcquired needs are needs that we learn in response to our culture or environment. LUX is also fulfilling the acquired needs by making them feel the prestige after using LUX. For say, when anyone who can relate herself with the famous celebrity in LUX ads and after buying and using it, that consumer will feel prestige to follow the celebrity choice of soap. As LUX brand ambassadors promote the product for a longer period of time and people feel kind of attached to the product along with celebrity. It can be taken in another way that a person is an long time user of LUX soap will feel affection with the product and whenever he/she is to buy soap the choice will definitely be LUX soap. Because LUX is one of the oldest brands of soap and its share and reputation in market have increased by years, it did not exist from the market of soaps. Chapter 5:Personality and Consumer BehaviourConsumer InnovativenessLUX frequently comes up with new kinds of soaps. There are already many different kinds of LUX soaps existing in the market. Some of them are as follows:1. Orchid Touch2. Almond Delight3. Energizing fruit4. Aqua Sparkle5. LUX energizing honey6. LUX golden glow7. LUX nature Pure8. Aromatic Radiance9. Petal Touch10. Creamy delight11. Pearl glow12. Youthful essence

Each of them is targeting different consumers with different personalities and interests. So, LUX is innovative in a sense that it transforms the consumers interest in physical daily usable product. Variety Novelty SeekingLUX attracts consumer who are variety seeking who keep on trying new brands and alternatives. Who are vicarious explorer of things and keep on searching for new information about product and innovators. As mentioned earlier, LUX is giving variety in its soaps starting from the simple Nature Pure LUX to LUX energizing honey. One just name the type of interest or fragrance in soaps, and they will get the required thing in LUX soaps variety. No other brand is giving this much variety to customers and each time a product comes with different era of promotions and placements. LUX is highly recommendable for the exploratory purchase behaviours.

Fixated consumption behaviourIts a fixed behaviour that a consumer shows towards the certain product while purchase. LUX fixates the consumer with different interests by launching different LUX soaps and by giving innovativeness. A lady who is very conscious about her teenage skin or very much concerned about the wrinkles on face will surely fixate her purchase choice with LUX youthful essenceChapter 6: Consumer PerceptionSensationSensation is the immediate and direct response of the sensory organs to the stimuli. There was a recent offer by LUX for Gold Coin Scheme in soap in November, 2011. This kind of offer must have captured immediate response of many customers to get gold coin first.

Gold Coin Scheme by LUXPerceived Quality of ProductsConsumer perceived quality of a product is based on a variety of informational cues that they associate with the product. Some are intrinsic and others are extrinsic.Intrinsic LUX soaps colours attract customers so much. Purple, pink, blue, green, white, orange etc. Different sizes of LUX e.g. 40gm, 80gm and 100gm. Different fragrances i.e. LUX Peach and Cream, LUX Strawberry and Cream etc. Different aromas in LUX soap e.g. LUX Purple Lotus and Cream (Recently Launched)Extrinsic Old brand name since 1956 Known as Soap for the Starts Almost available at every retail store.Selective AttentionConsumer gives attention to those things which satisfy their need or what they want to see that will fulfil their need/wants. LUX products and ads are attention catching. People stay and watch the commercial because it attracts them. Taking the example of LUX beauty oils, whereas oils have been used to clean the skin and remove deep-seated impurities from it. This new ingredient of LUX is useful for the females who want to retain the softness of the skin and want to prevent wrinkles. So, this kind of products catches the attention of females who want to make their skin soft and healthy. Chapter 7: Consumer LearningObservational Learning (Vicarious or Modelling Learning)Learning process where individuals learn behaviour by observing the behaviour of others and by the consequences of those behaviours. Anyone whose skin looks more fresh and younger than before by using LUX youthful essence then obviously her friends will observe positive response from her about LUX. It is the female segmented product and female are more conscious about their beauty so when they one female using product with positive result then they definitely go for that particular product. Stimulus discriminationThis discrimination is the basis for positioning which looks for unique ways. Marketers want you to think of their product differently than the rest when you are looking at the shelf in the grocery store. LUX promotions are always so attracting that they grab the attentions of customers from other soap brands. Placing big flexes of LUX on heighted building, choosing famous and latest celebrities in ads, mesmerizing concepts of ads are the factors that keep LUX brand different from others.Central route to persuasionWhen a product is of high importance, a consumer is likely to think through the advertising and examine details and information. This is the central route to persuasion. When in LUX ads, a lot of information is given about the healthy ingredients then definitely a consumer gets involved in it and start thinking about her type of skin and required kind of LUX soap for that. Or a females who likes strawberries and she sees a lot of strawberries in LUX strawberry & cream advertisement then she will be involved in that ad and end up buying that soap.Chapter 8: Consumer Attitude Formation and ChangeConsumers seek information before buying a product. On the information basis, they make decisions. In this process, we cannot neglect the influence of attitude in buying decision. Attitudes have a strong impact on the consumer choices. This is wrong that attitudes dont change. Attitudes change by time. There could be many reasons why your attitude changes towards any product. This chapter includes different concepts. Some of the concepts in relevance to LUX are as follows:Attitude toward the Ad modelWatching advertisements on the television has an effect on the attitude formation of a consumer towards that product. When we watch an ad, we are indirectly absorbing the theme of that ad in our mind. And on the time of shopping, you pick up the product that has the strongest impact in your mind. LUX has always made high budget ads. In their ads, they showcase those celebrities who are the symbol of beauty. People watch the ads on television and sometimes the attractive offers attract them to use LUX. 21Not interested in buying LUXMore chances to buy LUX next timeHe/she does not find it interesting He/she founds that ad/offer interesting A person watching an ad of LUX

In first case, positive relation has been developed between attitude toward ad model and decision making while in second decision the ad has negative relation with consumers decision making.Theory of trying to consume modelIn this model there are two important factors that can affect the consumers choice. Two factors are, Personal and environmental impediments. Some people buy LUX because of its low price. When people want to buy low price soap and the soap that is promising to give beauty in same price, it will encourage them to buy LUX. LUX serves different categories of consumers. Some people buy them because it suits their skin in different weather conditions. If the person wont found any of the features of LUX according to his/her demands, he wont be motivated enough to buy LUX.Elaboration Likelihood Model (ELM)This model gives two reasons of attitude formation and change. They address two different concepts. According to this model, central route and peripheral route are the two factors of attitude formation and change. According to central route, when a persons ability is high to analyse the message, he will take any of the attitudes about the product on his own. This is the reason LUX keeps on changing and modifying their ads. There is a consistency in their new ads. Any old will not be repeated for a long time. Due to this, a person who will be high at analysing wont have any negative impact on his mind. The aim is not to create positive impact on all people but the person who is high at central route should not even have negative impact in his mind. In peripheral route, low involvement of the customers is there. A person will not focus on the details that either the ad is new or not. Either the ad on the board is new or it is old. For low involvement customers, LUX made colourful and fancy ads. It attracts the customers mind towards the ad. QuestionnaireObjective: To study the brand performance ofLux bath soap

1. Gender: 1. Male2. Female

2. Family monthly income:1. Up to 100002. 10000 - 150003. 15000 - 200004. 20000 - 350005. Above 50000

3. Age:1. 15-252. 25-353. 35-454. 45 and above

4. How many bath soaps doyou buy for your household every month?1. 1 2. 33. 54. 7

5. Which kind of bath soaps doyou like? (Tick as many you think appropriate)

1. Thick lather2. Transparent3. Milky4. Colour5. Glycerine6. Medicinal

6. What is the maximumprice you spend for standard sizedbath soap? 1. Rs.35-452. Rs.45-553. Rs.55-65

7. Which brand do you preferthe most?1. Lux2. Dove3. Lifebuoy4. Detol5. Other8. Have you ever used Luxsoap?1. Yes2. No

9. If yes, please specify why?1. Perfume2. Colour3. Lather4. Long lasting5. Hygienic6. Protect skin

10. If no, it is because:1. Lack of awareness2. Lack of availability3. You find it expensive4. You dont like the product5. Other

11. Do you remember any of the TV advertisements of Lux soap?1. Yes2. No

12. Does celebrity endorsement prompt you to purchase Lux soap?1. Yes2. No

13. Have you tried new variants ofLux soap after viewing the advertisements?1. Yes2. No

14. Which of the offersavailable influence you the most to purchase Lux Soap?1. Discounts offer2. Buy one get one3. Combo pack4. Other

15. Which type of Lux Soapyou like the most?1. Peach Milk2. Cream Milk3.Pink Cream4. Badam Milk

16. What is the sizeof the Lux Soap you usually purchase?1. 100g2. 200g3. 300g

17. How frequently you purchase Lux Soap?1. Every Week2. Every fortnight3. Every month4. Occasionally

18. From where doyou usually purchase Lux Soap?1. Nearby Store2. Retail Store3. Whole Seller4. Modern TradeQuestionnaire AnalysisNeed of the studyThe term consumer behaviour refers the behaviour that consumers display in the searching for purchasing, using, evaluating and disposing of product and services that they expect, will satisfy their needs. Consumer is highly complex individuals, subject to a variety of psychological needs and buying behaviour. Need and priorities of the different consumers segment differ effectively.This project has been undertaken to understand the consumer behaviour towards LUX soaps that are the product of Unilever Brands. There is a different variant of LUX soap available in a market for bathing. So we decided to study that which variant is most attractive for the consumer and why in terms of Fragrance, Colour, Lather, Long lasting, Hygienic and for skin protecting. As well as to get to know that from where people mostly buy the product and are they influenced by any of the promotional offers as well as celebrity endorsement. These are the core points which are needs of the study.Objectives of the studyFollowing are the objectives of this research study: To study the awareness of LUX soap among the urban area i.e. within the locality of Johar Town, Lahore To get to know the most favourite type of soap in a particular area To get to know the most favourite bathing soap brand in a particular area To know what are the expectations of the buyers towards their favourite bathing soap To know how the several factors like price, quality, brand name, availability affects the buying decision To get to know the effect of advertisement and celebrity endorsement toward the LUX soap To get to know the most favourite type of LUX soap To get to know the frequency of usage of LUX soap Research methodologySince this research work is conducted in an urban area named Johar Town, Lahore. So, we have collected all the needed information through two methods. Primary Data Secondary DataFor this project we have used primary data which was collected through the use of questionnaire.Secondary data was also used, which were collected through Internet Magazines Management booksLimitationsAlthough every effort is made to make the result accurate but almost all the report suffers from certain limitations. The result which we obtained from this study, also suffers from certain limitations. The limitations of this study are as follows. This study is done in Johar Town, Lahore. Hence this study is applicable only in that particular region and not elsewhere. Time frame of this study was limited to 10 days only (January 1, 2012 to January 11, 2012).The result could be different if the time frame would have long. We visited personal to personal to collect the opinion and perception about LUX soaps and this may vary because they may be biased as the perception regarding their favourite brands. Sometimes some consumers were not in full mood to give the answers of our questionnaire so some of the answers may not be exact.Data sourceFollowing are the data resources of our research study: Consumers Residents of Johar Town, Lahore, Pakistan No. of sample respondents 44 Types of sampling Probability sampling including simple random sampling. Time frame 1st January, 2012 to 11th January, 2012 (10 days)AnalysisTo observe the gender distribution of our Sample As we know that gender always play an important role while conducting any research to find out the consumer behaviour. So the gender distributions of our sample are as follow:

FrequencyPercentValid PercentCumulative Percent

ValidMale1534.134.134.1

Female2965.965.9100.0

Total44100.0100.0

There are 34.1% of our respondents were male, rest of the 65.9% of our respondents were female.To observe the income level of our respondentsAs we know that income level also plays an important role while conducting any research to find out the consumer purchasing behaviour. So the income levels of our respondents are as follow:

Monthly Income

FrequencyPercentValid PercentCumulative Percent

Valid10,000 to 15,00024.54.74.7

15,000 to 20,00024.54.79.3

20,000 to 35,0001329.530.239.5

Above 50,0002659.160.5100.0

Total4397.7100.0

MissingSystem12.3

Total44100.0

Most of our respondents are having the monthly income of above the 50,000 PKR that is 59.1%. Rest 29.5% have the monthly income from 20,000 to 35,000 PKR.To observe the age limits of our respondentsAge is also a very critical factor while analysing the behaviour of a consumer towards purchasing, likeness and frequency of usage of any product. So here are the age limits of our sample:Age

FrequencyPercentValid PercentCumulative Percent

Valid15-252556.856.856.8

25-351227.327.384.1

35-45511.411.495.5

45 and above24.54.5100.0

Total44100.0100.0

Most of our respondents are from the age limit between of 15 to 25 years that is 56.8% whereas, 27.3% of our respondents are from the age limit of 25 to 35.To observe the relationship of gender and quantity of consuming soapGender * quantity of consuming Cross tabulation

Count

quantity of consumingTotal

1357

GenderMale055515

Female2571529

Total210122044

As we can see that more of the females (15 out of 29) are consuming 7 soaps in a month. While 7 out of 29 are consuming 5 soaps in a month whereas, 5 out of 29 are consuming 5 soaps in a month. Moreover average 33% males are consuming 3, 5, and 7 soaps in a month.To observe the relationship of gender with Brand preferenceGender * Preferred Brand Cross tabulation

Count

Preferred BrandTotal

LUXDOVELIFEBOUYDETOLOTHER

GenderMale4404315

Female81522229

Total121926544

There are total 15 male respondents out of 44 in this query. And the responds were 4, 4, and 4 for the LUX, DOVE, and DETOL respectively. And for the female responds, there are 15 females who said that they prefer Dove soap as compare to others and 8 females voted for the LUX. So there are total 12 respondents who said that they prefer LUX soap as compared to others.To observe the relationship of Gender with Usage of LUXGender * Ever used Lux Cross tabulation

Count

Ever used LuxTotal

YesNo

GenderMale11415

Female25429

Total36844

36 numbers of people said that they used LUX soap in their life out of 44 total respondents. 11 are the males and 25 are the females respondents who said that they used LUX in their life. To observe the relationship of Gender with the reason of using LUXGender * Reason for use Lux Cross tabulation

Count

Reason for use LuxTotal

PerfumeColourLatherProtect SkinProtect Skin

GenderMale6311011

Female91210426

Total151521437

There are equal votes of Perfume and colour for reasoning LUX soap that is 15, 15 respectively out of 37. 6 out of 11 males said that they prefer perfume as compare to other reasons for using LUX and 12 out of 26 females said that they prefer colour as compare to other reasons for using LUX.

To observe the relationship of Gender with the celebrity endorsementGender * Celebrity Endorsement Cross tabulation

Count

Celebrity EndorsementTotal

YesNo

GenderMale3811

Female101525

Total132336

More of our respondents said that they have not any celebrity endorsement for using LUX.To observe the relationship of Gender with the Favourite LUX soap typeGender * Type Of Lux Cross tabulation

Count

Type Of LuxTotal

Peach MilkCream MilkPink CreamBadam Milk

GenderMale352111

Female598022

Total81410133

More of our female respondents said that they prefer cream milk variant of LUX as compare to others and at the second they prefer Peach milk variant. While more number of females said that they prefer Cream milk variant and they place Pink cream at the second place.To observe the relationship of income level with the pricing

Monthly Income * Pricing Cross tabulation

Count

PricingTotal

Rs 35 to 45Rs 45 to 55Rs 55 to 65

Monthly Income10,000 to 15,0001102

15,000 to 20,0001102

20,000 to 35,00028313

Above 50,000910726

Total13201043

As most of our respondents have the income level above then 50,000 PKR. So 10 out of 26 said that they prefer the soap with the worth of PKR 45 to 55. And 9 out of 26 said that they prefer PKR 35 to 45. As most of the people (20 out of 44) said that they prefer PKR 45 to 55 worth of soap. To observe the relationship of income level with the brand preferenceMonthly Income * Preferred Brand Cross tabulation

Count

Preferred BrandTotal

LUXDOVELIFEBOUYDETOLOTHER

Monthly Income10,000 to 15,000101002

15,000 to 20,000010102

20,000 to 35,0005510213

Above 50,00061205326

Total121826543

Dove and Lux are the most preferring brand respectively within the income brackets of PKR 50,000 and above and PKR 20,000 to 35,000. And if we see overall results of preferring brand within the income level, then LUX and DOVE are the most preferring brands. The other thing which came in is that the people who have income of above then 50,000. They are somewhat health conscious too as 5 out 26 females said they used DETOL as well. To observe the relationship of income level with the influence offerMonthly Income * Influenced Offer Cross tabulation

Count

Influenced OfferTotal

Discount OfferBuy one get oneCombo PackOther

Monthly Income10,000 to 15,00001001

15,000 to 20,00010001

20,000 to 35,00031138

Above 50,0003331322

Total7541632

50% of our respondents said that they didnt influenced by any offer. And 3, 3 respondents out of 8 and 22 are influenced by discount offers within the income bracket of PKR 20,000 to 35,000 and above then PKR 50,000 respectively.To observe the relationship of income level with the sizing of LUXMonthly Income * Size of Lux Cross tabulation

Count

Size of LuxTotal

100g200g300g

Monthly Income10,000 to 15,0000101

15,000 to 20,0000011

20,000 to 35,0002518

Above 50,000413522

Total619732

Most of our respondents said that they prefer to buy 200g at every purchasing of LUX.To observe the relationship of income level with the frequency of purchasingMonthly Income * Frequency to Purchase Cross tabulation

Count

Frequency to PurchaseTotal

Every WeekEvery FortnightEvery MonthOccasionally

Monthly Income10,000 to 15,00000101

15,000 to 20,00000101

20,000 to 35,00020608

Above 50,0002281022

Total42161032

Most of our respondents that is 50% said that they prefer to purchase LUX every month. To observe the relationship of income level with the locality of purchasingCount

Place to purchaseTotal

Nearby StoreRetail StoreWhole SellerModern Trade

Monthly Income10,000 to 15,00010001

15,000 to 20,00001001

20,000 to 35,00016108

Above 50,0001170422

Total13141432

Most of our respondents said that they prefer to buy LUX from Retail store. At second they prefer the nearby store for purchasing but the interesting factor is that our respondents that is 50% who have monthly income of above than PKR 50,000 love to purchase LUX from the nearby store.To observe the relationship of age limits with the brand preferringCount

Preferred BrandTotal

LUXDOVELIFEBOUYDETOLOTHER

Age15-2551503225

25-355223012

35-45110035

45 and above110002

Total121926544

In youth (age 15 to 25) this is came into observation that they are in love with DOVE soap. 5 out of 25 within the age limit of 15 to 25 prefer LUX and 5 out of 12 prefer LUX within the age limit of 25 to 35.To observe the relationship of age limits with the celebrity endorsementAge * Celebrity Endorsement Cross tabulation

Count

Celebrity EndorsementTotal

YesNo

Age15-2591221

25-35369

35-45044

45 and above112

Total132336

Well, 9 out of 21 respondents said that they have a celebrity endorsement within the age limit of 15 to 25.To observe the relationship of age limits with the LUX TypeCount

Type Of LuxTotal

Peach MilkCream MilkPink CreamBadam Milk

Age15-25658019

25-3506219

35-4512003

45 and above11002

Total81410133

Within the age limit of 15 to 25, most of the respondents said that they prefer Pink Cream. And within the age limit of 25 to 35, most of the respondents said that they prefer cream milk variant of LUX.Factor Analysis

Component Matrix

Component

123

Thick Lather.638-.090.185

Transparent.794-.018-.176

Milky-.553-.649.068

Colour-.094.575.151

Glycerine-.106.275.855

Medicinal-.356.573-.460

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

Well according to factor analysis, there are three critical factors, when we talk about the peoples perception about liking the soap type. So our study reveals that transparent is the most critical factor among all, and at the second place milky is the second critical factor and the third critical factor is glycerine. Conclusion of the studyThe study about the consumer behaviour of LUX within the Johar Town segmentation reveals so many interesting factors like most of the people dont have any endorsement from any celebrity and most of the people who have the income level of above then PKR 50,000 want to purchase LUX from their Nearby Store. Dove is the most preferable brand as compare to Lux in this area and within the youth. Also most of our respondents deny the concept of any influential offer offered by a company to market their product.ConclusionThe beauty soap industry of Pakistan consists of a few producersin the industry. The demand for this product isvery much vulnerable in termsof pricing.Unilever Pakistan is providing LUX at a price which isaffordable to most of the people in thecountry. Beauty soap is an uprising product in Pakistan as a greater portion of the population, both male and female, are now getting more beauty conscious. As a multinational company Unilever with heavypromotional activities, has been able topenetrate the market. With six different fragrances, three different sizes, international standard and high quality design, as a product, LUX hasbeen highly successful over the years. Its distribution process is highly efficient. Its promotional activities, like the beauty contest has been amilestone in attracting a huge number of customers. Overall with its marketing activities LUX hasbeen a successfulbrand. The only place where rival companiesare progressing is in giving customers redemption offers. Research revealed that Pakistani customers are highly attracted to this sort of offers. Theseoffers are not sustainable in the long run but still it takes away a considerable part ofLUXs sale in the short run.RecommendationsWe would suggest some recommendations to Unilever Pakistan Ltd.to adopt more successful operation in Pakistan. Since a huge portion of the rural poor people is demanding LUX in recent days, Unilever Pakistan Ltd should expand their targetmarket also towards the rural people. They should also conduct different promotional activities in rural fairs and socially responsiblepromotional activities to attract rural consumers and social awareness. BecauseLUX has different skin type soaps, so now if they providedifferent types of beauty soaps for male and female soaps under the same brand name i.e. LUX it might increase their sales. Lastly, as Pakistani culture children have a hugesay in shopping so they should also promotethe product to children like their another brand Dove. Theseare the recommendations suggested by teammembers to Unilever Pakistan Ltd. to adopt for amore successful operation in Pakistan with large market share.References

http://www.docstoc.com/docs/12726767/Lux-Segmentation