04/07/20231

MR TERM PROJECT

DETERGENT

By:Anasua Banerjee Harshita Kheria Lakshman Singh Sahil Jain Sreetama Dutta

04/07/20232

BACKGROUND & OBJECTIVEo To understand the real environment of the market in which the

research is conducted(Praxis Business School)o To know the buying behavior and preference of detergent

Marketing• To find the customer preference in the forms of detergents• To find the customer frequency of use of detergents• To find the brand loyalty of the customers• To find the qualities they look for while buying a detergent• To find the awareness of advertisements among consumers

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RESEARCH DESIGN Type of Research – Quantitative Method of survey – Computer Assisted Personal

Interviewing Total Population Size: 95

Row Labels F M Grand Total

BA 1 4 5

PGP1 14 30 44

PGP2 9 37 46

Grand Total 24 71 95

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RESEARCH DESIGN… Sampling

Used stratified sampling 1st segregated Male/Female to study and analyze them

differently Total Sample Size – 60

Female – 20 (did random sampling) Male – 40 (did random sampling)

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BRAND HEALTH(All 60 people) Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin

TOM 55.0% 15.0% 21.7% 0.0% 0.0% 0.0% 1.7% 6.7%

Spontaneous 43.3% 71.7% 51.7% 30.0% 38.3% 6.7% 20.0% 51.7%

Aided 1.7% 13.3% 26.7% 70.0% 61.7% 76.7% 60.0% 41.7%

Total Awareness 100.0% 100.0% 100.0% 100.0% 100.0% 83.3% 81.7% 100.0%

Trial 98.3% 78.3% 83.3% 18.3% 23.3% 10.0% 24.5% 53.3%

Repeat 100.00% 80.85% 70.00% 45.45% 42.86% 20.00% 58.33% 53.13%

MOUB 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00%

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CONVERSIONPremium Mid-Price Economy

Surf Excel Ariel Tide Sunlight Wheel Ghari Nirma Rin

Trial/Total Awareness 98.33% 83.33% 78.33% 24.49% 23.33% 10.00% 18.33% 53.33%

Repeat/Trail 100.00% 70.00% 80.85% 58.33% 42.86% 20.00% 45.45% 53.13%

MOUB/Repeat 52.54% 28.57% 44.74% 14.29% 16.67% 0.00% 0.00% 0.00%

Low Repeat/Trail conversion ratio of Ghari: Awareness is high due to strong advertisements (75% of sample recognized the

tagline correctly), but as it is an economy brand, product perception about quality is not favorable

Low MOUB/Repeat conversion ratio of Sunlight: Available only in West Bengal and Kerala Low sales promotion

Low MOUB/Repeat conversion ratio of Surf Excel and Ariel: Might not be using as the main buying detergent.

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TOM – CROSS TAB (GENDER)

Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin

18

8

10

0 0 01

3

15

1

3

0 0 0 01

Male Female

Ariel is more famous in “Male”Brand Name Male Female

Surf Excel 18 15Tide 8 1Ariel 10 3

Nirma 0 0Wheel 0 0Ghari 0 0

Sunlight 1 0Rin 3 1

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TOM – CROSS TAB(LOCATIONS)

Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin

8

34

0 0 0 0 0

14

1

5

0 0 01

2

11

54

0 0 0 0

2

Kolkata Rest of East India Rest of India

Surf excel is popular in “rest of east India” Tide is popular in “rest of India” Ariel has almost equal popularity

Brand Name Kolkata Rest of East India Rest of IndiaSurf Excel 8 14 11

Tide 3 1 5Ariel 4 5 4

Nirma 0 0 0Wheel 0 0 0Ghari 0 0 0

Sunlight 0 1 0Rin 0 2 2

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BRAND LOYALTY

MOUB consumers of a surf excel has a highest brand loyalty Ariel consumers are the 2nd highest in terms of brand loyalty

Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin

MOUB 31 17 10 0 1 0 1 0

MOUB% 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00%

Will definitely continue 93.55% 82.35% 90.00% - 100.00% - 100.00% -

May or may not continue 6.45% 17.65% 10.00% - 0.00% - 0.00% -

Will not continue 0.00% 0.00% 0.00% - 0.00% - 0.00% -

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BRAND LOYALTY….

45% people have bought Surf Excel in last consecutive 5 purchases

MOUB\Times 1 2 3 4 5 Total

Surf Excel 1 1 8 7 14 31

Tide 1 1 10 1 4 17

Ariel 0 1 5 2 2 10

Nirma 0 0 0 0 0 0

Wheel 0 0 1 0 0 1

Ghari 0 0 0 0 0 0

Sunlight 0 0 1 0 0 1

Rin 0 0 0 0 0 0

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BRANDING

Most of the people recognized Ghari and Sunlight tagline but could not recall recent ad seen.

For Tide people could not recognized the tagline but were able to recall recent ad seen.

Surf Excel

Ghari

Wheel

Rin

Ariel

Tide

Nirma

Sunlight

50

45

12

14

11

6

11

21

51

13

24

17

19

51

23

5

Ad Seen Tagline Recgonize

Brand Name Tagline Recgonize Ad SeenSurf Excel 50 51

Ghari 45 13Wheel 12 24

Rin 14 17Ariel 11 19Tide 6 51

Nirma 11 23Sunlight 21 5

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BUYING BHEVIOUR

Most of the people who buy “once in 3 months” they are belong to Kolkata and rest of east India

Frequency Kolkata Rest of East India North India South India Central India Total

Once in a fortnight 2 1 3 6

Once in a month 8 14 5 4 3 34

Once in 3 months 7 7 3 3 20

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PARAMETERS ANALYSIS

Consumers have good perceptions for Surf excel, Tide and Ariel are considered in terms of following parameters Good stain remover Soft on hands

Parameters Good Stain Remover

Soft on hands

Maintain Color and elegance of clothes

Available in all the sizes

Good value for money

Available every where

Lots of advertisem

ent

Surf Excel 30.77% 28.95% 38.96% 43.33% 28.41% 39.47% 15.58%

Tide 31.87% 23.68% 28.57% 33.33% 17.05% 31.58% 33.77%

Ariel 25.27% 30.26% 23.38% 17.78% 14.77% 14.47% 3.90%

Nirma 4.40% 7.89% 2.60% 2.22% 12.50% 5.26% 19.48%

Wheel 1.10% 1.32% 0.00% 0.00% 11.36% 5.26% 9.09%

Ghari 0.00% 1.32% 0.00% 1.11% 4.55% 3.95% 15.58%

Sunlight 2.20% 2.63% 3.90% 0.00% 3.41% 0.00% 0.00%

Rin 4.40% 3.95% 2.60% 2.22% 7.95% 0.00% 2.60%

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PURCHASING BEHAVIOUR

Kirana store60%

Super market40%

From where did you last purchase de-tergent

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SUMMARY Out of 8 brands 6 brands have 100% total awareness Nirma and Wheel have 100% awareness, but their TOM is

zero %. Surf excel has the highest brand loyalty

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SUMMARY

Brand : Ariel • Aided awareness is low

• Very few respondents were able to recognize

the advertisement.

• MOUB/Repeat is 28.57%

Awareness

TOM 21.7%

Spontaneous 51.7%Aided 26.7%Trial 83.3%

Repeat 70.00%MOUB 16.67%

Ad seen

Ariel 19 41 60

Tagline Recall

Recognized Did not recognize don’t know total

Ariel 11 28 21 60

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WAY FORWARD

Trial is 83.3%. But MOUB is 16.67%. Another survey should

be conducted in future to find out the reason behind this

problem.

Advertisements of this brand should be increased.

04/07/202318

Thank You