IMPACT OF ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP Project report submitted to PRIST UNIVERSITY in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION by S. Karthikeyan (Reg. No. 003P12A080003) Under the guidance of Prof. V. R. Radhaakrishnan Associate Dean Management Studies Department PRIST SCHOOL OF BUSINESS – CHENNAI. PRIST UNIVERSITY THANJAVUR – 613403 SEPTEMBER 2014
Transcript
IMPACT OF ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX
BEAUTY SOAP
Project report submitted to
PRIST UNIVERSITY
in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
byS. Karthikeyan
(Reg. No. 003P12A080003)Under the guidance of
Prof. V. R. Radhaakrishnan Associate Dean
Management Studies DepartmentPRIST SCHOOL OF BUSINESS – CHENNAI.
PRIST UNIVERSITYTHANJAVUR – 613403
SEPTEMBER 2014
DECLARATION
I, Karthikeyan. hereby declare that the dissertation entitled “IMPACT OF ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL
STUDY OF LUX BEAUTY SOAP” submitted to the PRIST UNIVERSITY, THANJAVUR for the award of the degree of Master of Business
Administration is my original work and has not formed the basis for the award of any degree, diploma, fellowship, associate ship or any other similar title.
This is to certify that the project report entitled “IMPACT OF ADVERTISING ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY
SOAP” is the bonafide record of the work done by S. Karthikeyan (Reg. No: 003P12A080003) a student of PRIST UNIVERSITY, in partial
fulfillment requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION .The project is undertaken by the candidate under our guidance
and supervision.
Signature of the Guide Signature of the Associate Dean
Signature of the External Examiner
ACKNOWLEDGEMENT
I owe my sincere thanks to our CHANCELLOR PROF. P. MURUGESAN, PRIST UNIVERSITY for providing an excellent environment and infrastructure for the completion of the project work.
I express my deep sense of gratitude to the VICE CHANCELLOR, PRIST UNIVERSITY for his motivation in the completion of the project work.
I express my deep sense of gratitude to the REGISTRAR, PRIST UNIVERSITY for his constant encouragement incompletion of the project work.
I express my deep sense of gratitude and indebtedness to Prof. V.R. RADHAKRISHNAN, Associate Dean, management studies for his valuable ideas and suggestions during the project work. it my pleasure to record my deep sense of thankfulness throughout the journey of my project. it my pleasure to record my deep sense of thankfulness throughout the journey of my project.
I am thankful to the respondents who answered to the queries in spite of their busy schedule. I would like to acknowledge the whole hearted support of my parents, faculty members and friends who extended their support at various stages in the completion of the project.
S. Karthikeyan
Chennai
ABSTRACT
I was appointed on for a project work which is related to brand promotion and Advertisement. I took LUX beauty soap for my Project assignment. I have to find out how much advertisement and Promotion effecting on the customer mind.
I have taken 200 respondents for my project study. I have chosen online survey method. I have use different social media to conduct the survey.
After completing the survey what I got the result that is what I aspect. Yes LUX beauty soap is doing their business since a long time. It is very success to create it’s brand name and strong brand position. LUX consistently using the Bollywood top most famous and fashionable beauty lady and handsome heroes. Since the old age LUX associating their brand with those heavy personality person.
LUX approaching 360* business strategy. They give ad on different media channel. They are master on Digital, Print and Event advertisement. Customer are very positive towards the brand.
TABLE OF CONTENT
CHAPTERS CONTENTS PAGE NO
I
1.1 INTRODUCTION 3
1.2 OBJECTIVE OF THE STUDY 3
1.3 INDUSTRY OVERVIEW 4
II 2.1 HISTORY OF LUX BEAUTY SOAP 8
III
3.1 WHAT IS ALL ABOUT ADVERTISEMENT 13
3.2 TYPE OF ADVERTISEMENT 16
IV 4.1 LUX BEAUTY SOAP AD HISTORY IN INDIA 21
V 5.1 DATA ANALYSIS 34
VI
6.1 FINDINgS 45
6.2 SUggESTIONS 46
6.3 CONCLUSION 47
6.4 REFERENCE 48
6.5 QUESTIONNAIRE 49
LIST OF TABLE
TABLE NO LIST OF TABLE PAGE NO
4.1 gENDER gROUP OF CUSTOMER 34
4.2 AgE gROUP OF CUSTOMER 35
4.3 RESPONDER’S OCCUPATION 36
4.4 INCOME gROUP 37
4.5 BRAND AWARENESS 38
4.6 RESPONDER KNOW LUX BRAND THROUgH THIS MEDIA 39
4.7 WHAT INFORMATION YOU HAVE gOT IT’S IN-FLUENCE YOU TO BUY LUX SOAP 40
4.8 LUX PROMOTIONAL RATINg 41
4.9 LUX CUSTOMER SATISFACTION LEVEL 42
LIST OF CHART
CHART NO LIST OF CAHRT PAGE NO
4.1 gENDER gROUP OF CUSTOMER 34
4.2 AgE gROUP OF CUSTOMER 35
4.3 RESPONDER’S OCCUPATION 36
4.4 INCOME gROUP 37
4.5 BRAND AWARENESS 38
4.6 RESPONDER KNOW LUX BRAND THROUgH THIS MEDIA 39
4.7 WHAT INFORMATION YOU HAVE gOT IT’S INFLU-ENCE YOU TO BUY LUX SOAP 40
4.8 LUX PROMOTIONAL RATINg 41
4.9 LUX CUSTOMER SATISFACTION LEVEL 42
CHAPTER I
IntroductionObjective of the study Industry overview
INTRODUCTION
Marketing research is the process through which the marketing organizations can indentifies then basic problems area relating the specific area of activity. During the marketing research the organization can identifying the all problems area from different angle, which help in identifying the comprehensive solution.
In my marketing project work I have taken the “IMPACT OF ADVERTISINg ON CUSTOMER BEHAVIOUR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP”
OBJECTIVE & SIGNIFICANCE OF THE STUDY
OBJECTIVE:-
For every problem there is a research.
As all researchers are based on some & my study is also based upon some objective & these are as follow:
1. To find out how advertisement work in human mind
2. How LUX Advertisement, impact on customer buying behavior
3. To understand advertisement effect on sales of LUX Soap.
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INDUSTRY OVERVIEW
Fast Moving Consumer goods (FMCg) goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are used daily, and so have a quick rate of consumption, and a high return. FMCG can broadly be categorized into three segments which are:
1. Household items as soaps, detergents, household accessories, Etc.
2. Personal care items as shampoos, toothpaste, shaving products, Etc. and finally
3. Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc.
global leaders in the FMCg segment are Nestlé, ITC, Hindustan Unilever Limited, Reckitt Benckiser, Unilever, Procter & gamble, Coca-Cola, Carlsberg, Kleenex, general Mills, Pepsi, gillette etc.
Overview
The burgeoning middle class Indian population, as well as the rural sector, present a huge potential for this sector. The FMCg sector in India is at present, the fourth largest sector with a total market size in excess of USD 13 billion as of 2012. This sector is expected to grow to a USD 33 billion industry by 2015 and to a whooping USD 100 billion by the year 2025.
This sector is characterized by strong MNC presence and a well-established distribution network. In India the easy availability of raw materials as well as cheap labour makes it an ideal destination for this sector. There is also intense competition between the organised and unorganised segments and the fight to keep operational costs low.
A look at some factors that will drive growth in this sector:
Increasing rate of urbanization, expected to see major growth in coming years.
Rise in disposable incomes, resulting in premium brands having faster growth and deeper penetration.
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Innovative and stronger channels of distribution to the rural segment, leading to deeper penetration into this segment.
Increase in rural non-agricultural income and benefits from government welfare programmes.
Investment in stock markets of FMCg companies, which are expected to grow constantly.
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CHAPTER II
7
History of the LUX BEAUTY SOAP
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History of Lux beauty soap
Lux soap first produced in United Kingdom in 1899. It was produced by British company name Lever Brothers. Lever Brothers was founded in 1885 by William Hesketh Lever and his brother James. They using glycerin and vegetable oil such as palm oil to manufacture soap called “Sunlight Soap.” The flaked version of soap called Lux soap. Glycerin was a lucrative byproduct of the soap making process, and by the end of 1886, Lever brothers also had a glycerin factory.
Visit any departmental store or retail outlet, and you find its shelved stocked with Lux Beauty soaps in different variants, with attractive colours on the packaging and its permanent sign of the female model present on the package. Today, Lux is a household name when it comes to soaps and in many places (especially in rural areas), it has become a synonym for soaps. People often walk into a shop and ask for Lux, when they mean, that they wish to buy a soap.
The Lux soap was first launched as laundry soap way back in 1916, with specially targeting the delicate garments. The Level Brothers (who found what we today know as Unilever), encouraged women to do their laundry at home without worrying about those delicate silks and satins turning yellow which often came as a result of the strong and harsh chemicals present in the laundry soaps of that time. Lux at that time was much more gentle on the clothes, it dissolved much more easily and was advertised as being suitable for home use.
The Lux toilet soap as we know today came around in 1925. It was advertised as a bathroom soap, and the initial name “Sunlight flakes” was changed to Lux, which is the Latin word for “Light” and was supposed to be a shortened version of the word “Luxury”. From 1925 till date, Lux has been marketed in various forms – Soaps, Limited Editions, Bars, Flakes, Liquids, Gels and Body washed.
In India, Lux was launched in 1929, and it has always come in various colours and packages as well as world-class fragrances. These changes kept coming with changing fashion trends. In 1958, the soap came in five colours – pink, blue, white, yellow and green, and the customers would buy the soaps in a way that they could match it with the colours of their bathrooms!
Lux has always used popular movie stars as its brand endorsers. Even if the ad went around common women, it still had references to some or the other movie star.
The year-wise brand image of the soap can be described as – The 30s: This is when the widespread advertising of the product began. At this time, Lux used much older women, who would talk about preserving the youthful beauty of the skin in the series of print ads that came during this time.
The 40s and the 50s: In this era, the focus shifted to the attributes that the consumers associated with the brand and the role the brand played in her life.
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The 60s: It was in this decade that the “Fantasy Element” that we commonly associate Lux with today was created, more simply put as the feeling of being a film star that the soap generates. The campaigns began highlighting the sensorial and emotional attributes of the brand along with the beauty quotient. The ads did not contain a star, but contained references to them.
The 70s: This was a time when they beauty trends shifted from the then conventional ones. Natural and wholesome beauty became the buzz. So, the stars of Lux stepped down from the pedestals they stood on before and the campaign focus began to highlight the multi-faceted nature of a woman, which the ordinary consumer of the soap was better able to relate to at the time.
The 80s: by this time Lux had established itself as the soap of the stars and elite and its image became one of a must-have for beauty among all women. The campaigns of the 80s started focusing on skincare, which was portrayed to be the first step towards beauty. It was during this time that Lux was launched in China.
The 90s: During this time, Lux moved away from being a general beauty soap to launching soaps in the market that were more function specific. Variants for different skin types also came in. The communication strategy started becoming more localized and regionalized. Different ad campaigns for different regions (say, Middle East, China, etc) started coming in. It was also during this period that Lux went in for brand extension and launched its range of Rich shampoos, shower gels and creams.
The 2000s: By now, Lux had expanded so far and wide, that the other end was not visible from one end. This decade saw the focus of the campaigns and the product shift from specific functional benefits of usage to the emotional factor associated with the soaps. By this time, modelling and fashion industry had drawn a lot of dreams in the eyes of millions of women. Cashing in on this, Lux tried to bridge up those aspiring models and the existing stars of the industry. Notable was the “Lux Haute Pink” advertisement, with the woman in the bath tub, flying over the world in a hot air balloon and spreading the beauty by blowing down bubbles from her tub. It focused not only on beauty but the confidence that beauty generates in a woman. Versions like Crystal Shine, Festive glow, Sunscreen, Almond Extracts, Orchid extracts, etc. Came in during this time.
The 2010s: Today, the focus is back on beauty – which has been the roots of the product. The fruit versions of the soap – Strawberry and cream, Peach and cream are quite popular. New variants – Purple lotus and cream, and Aqua Sparkle had been launched at reality shows on televisions which is a new development in the basket of marketing strategies of the soap.
Lux has always had the most beautiful women in the film industry endorsing the brands. If we see internationally, there have been Marilyn Monroe, Sophia Loren, Raquel Welch, Cheryl Ladd, Demi Moore, Brigitte Bargot, Natalie Wood, Sandra Dee, Diana Rig, Samantha Eggar, Sarah Jessica Parker, Catherine Zeta Jones, etc. If we see in India, then the first print
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ad of Lux came starring LeelaChitnis. After that there have been a string of leading ladies – Madhubala, Nargis, MeenaKumari, Mala Sinha, Sharmila Tagore, WaheedaRehman, SairaBanu, HemaMalini, ZeenatAman, JuhiChawla, Madhuri Dixit, Sridevi, ashwaryaRai, KarishmaKapoor, KareenaKapoor, Babita, Priyanka Chopra, Katrina Kaif, MahimaChoudhry, etc. In fact, Lux would be perhaps the only women’s beauty soap brand which has had male models endorsing it. This came when Paul Newman (internationally) and Shah Rukh Khan and AbhishekBachchan (Indian) endorsed the brand. It can thus be said, that the USP of Lux advertising is the presence of popular movie stars in it. The positioning of the brand can be said to be according to the Reference
group by using the famous celebrity at that point of time. Partially attribute positioning can also be considered for Lux, since the ingredients of Lux have also been greatly highlighted. Today, Lx also serves as a sponsoring brand name for so many awards and functions like the popular Lux Zee Cine awards, making its positioning of being associated with the stars more prominent.
Today, Lux beauty bar can be regarded to be in the maturity stage of its life cycle.
Lux has always had the leading actors of their times endorse the brand, which has made Lux the market leader and the brand has indeed set benchmarks for competition in the market. Today, Lux is manufactured at more than 71 locations and has more than 2000 suppliers and associates who provide raw materials for its manufacture. The key markets of Lux lie in Pakistan, Brazil, USA, China, Bangladesh& South Africa. Lux is also the market leader in Saudi Arabia, Pakistan, Bangladesh, Brazil and Thailand. It is also one of the most trusted brands in India. Lux has offerings in two of the four market segments for soaps. These are popular and premium. The popular segment covers all those soaps that we generally see sitting on our retail outlet shelves – Strawberry and Cream, Peach and cream, Purple Lotus and cream, etc. The Premium segment covers the Lux International range.
The novel metallic substrate packaging of Lux has been characteristic of the soaps with the same font style of writing the brand name that go back as far as any of us can remember, coupled with the ingredient linked fragrances of the soap have been written down memories of so many generations.
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CHAPTER III
12
WHAT IS ALL ABOUT ADVERTISEMENT
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What is all about advertisement
Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertebra means “to turn the mind toward.” The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages
Commercial advertisers often seek to generate increased consumption of their products or services through “branding,” which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Objectives of Advertising
Four main Objectives of advertising are: i. Trial ii. Continuity iii. Brand switch iv. Switching back
Let’s take a look on these various types of objectives.
1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
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• Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.
Basically, advertising is a very artistic way of communicating with the customers. The main characteristics one should have to get on their objectives are great communication skills and very good convincing power.
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is an important part. Lets have a look on how and where is advertising important:
1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.
2. Advertising is important for the seller and companies producing the products
Yes, advertising plays very important role for the producers and the sellers of the products, because
Advertising helps increasing sales
Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
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Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
3. Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society
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Types of advertisement
Print entire guide
A successful advertising campaign will spread the word about your products and services attract customers and generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from.
The most suitable advertising option for your business will depend on what products or services you are advertising, and your target audience. For example, if you know that your target market reads a particular magazine, you should advertise in that publication.
The following list is an introduction to advertising methods that you could use. Remember, you can always be creative in your advertising to get noticed (within advertising regulations).
Newspaper
Newspaper advertising can promote your business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.
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You may find that a combination of advertising in your state/metropolitan newspaper and your local paper gives you the best results.
Magazine
Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential customers) tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention.
If your products need to be displayed in colour then glossy advertisements in a magazine can be ideal - although they are generally expensive.
Magazines do not usually serve a small area such as a specific town. If your target market is only a small percentage of the circulation, then advertising may not be cost-effective.
Radio
Advertising on the radio is a great way to reach your target audience. If your target market listens to a particular station, then regular advertising can attract new customers.
However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat your message regularly - which increases your costs significantly. If you cannot afford to play your advertisement regularly, you may find that radio advertising does not generate strong results.
Television
Television has an extensive reach and advertising this way is ideal if you cater to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy from you. They are particularly useful if you need to demonstrate how your product or service works.
Producing a television advertisement and then buying an advertising slot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs vary according to the time slot in which your advertisement appears.
Directories
Directories list businesses by name or category (e.g. phone directories). Customers who refer to directories have often already made up their mind to buy - they just need to decide who to buy from.
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The major advantage of online directories over print directories is that if you change your business name, address or telephone number, you can easily keep it up to date in the directory. You can also add new services or information about your business.
If your target market uses print and online directories, it may be useful to advertise in both.
Billboards
Billboards can be signs by the road, hoardings at sport stadiums or posters on buses, taxis and buses. Large billboards can get your message across with a big impact. If the same customers pass your billboard every day as they travel to work, you are likely to be the first business they think of when they want to buy a product.
Even the largest of billboards usually contain a limited amount of information; otherwise, they can be difficult to read. Including your website address makes it easy for customers to follow up and find out more about your business.
Direct mail, catalogues and leaflets
Direct mail means writing to customers directly. The more precise your mailing list or distribution area, the more of your target market you will reach. A direct mail approach is more personal, as you can select your audience and plan the timing to suit your business. Find out more about direct mail.
Catalogues, brochures and leaflets can also be distributed to your target area. Including a brochure with your direct mail is a great way to give an interested customer more information about your products and services. Learn more about leaflet marketing using letterbox drops and hand-outs.
Online
Advertising on the internet can be a cost-effective way to attract new customers. You can reach a global audience at a low cost. Many customers research businesses online before deciding whom to buy from.
A well-designed website can entice customers to buy from you. Learn more about doing business online
There are other ways to advertise your business online - you could promote your products or services on social media sites, blogs and search engines and other websites that your target audience visits. Find out more about social media.
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CHAPTER IV
20
LUX BEAURY SOAP ADVERTISEMENT HISTORY in India
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Lux beauty soap advertisement history in india
Lux is a latin word whose meaning is light, a symbol of luxury. That’s the reason why it has always been branded in India as “filmisitaaronkasaundaryasaabun (the beauty soap of film stars)”. Lux soap was first launched in India by Lever Brothers in 1909. The very first advertisement in 1909 featured LeelaChitnis as its brand ambassador. Lux soap has been heavily advertised in India using top Bollywood actresses. Madhubala, SairaBano, MeenaKumari, Helen, Mala Sinha, Sadhna, Babita, Asha Parekh, HemaMalini, Rekha, ZeenatAman, RatiAgnihotri, VidyaSinha, Sridevi, Jaya Prada, Madhuri Dixit, JuhiChawla, KarismaKapoor, Rani Mukerji, Amisha Patel, KareenaKapoor and Tabu have all been past brand ambassadors of Lux soap. Lux is currently a product of Unilever.
Currently AishwaryaRai, Priyanka Chopra, Katrina Kaif and AsinThottumkal are the brand ambassadors of Lux. Shriya Saran is the Lux brand ambassador from kollywood and tollywood. Shahrukh Khan is the first male actor in a Lux soap advertisement and he is also joined by AbhishekBachchan.
Lux’ has been associated with almost all the top Bollywood actresses. Let’s have a look at some of the Indian Actresses in Lux advertisements. Let’s start the list with 1929 ad, when LeelaChitnis became the first Indian actress to appear in any advertisement.
The Bollywood Beautiful actress who has been promoting since born of that LUX brand India. Where LUX is stand for only for those actress and there positive approach. Those actresses are
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Meena Kumari
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Prema Narayan
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Hema Malini
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Rekha
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Sridevi
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Aishhwarya Rai
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Katrina Kaif
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Priyanka Chopra
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In 2005, LUX Beauty Soap celebrate their success 125 years, there the Baadshah of Bollywood – Shah Rukh Khan came onto the brand and featured in a memorable TVC with HemaMalini, Sridevi, JuhiChawla and KareenaKapoor. Once again, Shan Rukh Khan will feature in a stunning Lux commercial with the gorgeous Katrina Kaif who will drive him ‘Bekaboo’! The magical fragrance of Lux that’s driving Shah Rukh Khan ‘Bekaboo’ has been created by world renowned perfumer Didier gaffet. In Shah Rukh Khan’s words, ‘The fragrance of Lux reminds me of being happy and being in love’.
At the shoot, Shah Rukh Khan said, “I’m happy to be associated with Lux yet again! The fragrance of Lux will captivate you just as it has made me ‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings out the lover in me.”
Katrina Kaif adds, “Lux for me is a very special and iconic brand; it symbolizes beauty. When I think of Lux, I think of fun and spontaneity. Lux embodies a type of a woman rather than just soap and of course the fragrance that embodies sensuality. Lux’s amazing fragrance makes the whole experience of bathing fun!”
The campaign has been shot and directed by French director- Juan Delcan. gulzar has composed the sufi music score for the ad and sung by Sonu Nigam Katrina has been styled by leading Bollywood fashion designer Rocky.
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DeepikaPadukone
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CHAPTER V
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Data Analyzing
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Data Analysis and Interpretation
Table 4.1 Gender Group of Customer
Gender No of Respondents Percentage of Respondents
Male 8 4
Female 192 96
Total 200 100
Interpretation:
Out of 200 tespondent female is 192. Here we can entreprate that 96% of LUX beauty soap is female.
Figure 4.1 Gender Group of Customer
0
20
40
60
80
100
120
Male Female
Series1
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Table 4.2 Age Group of customer
Age No of Respondents Percentage of Respondents
18-31 112 56
31-40 50 25
41-50 36 18
51 and above 2 1
Total 200 100
Interpretation:
The age table says that maximum customer are coming form youth age. So LUX has to be very strong to attract Youth.
Figure 4.2 Age Group of customer
0
20
40
60
80
100
120
18-30 31-40 41-50 51 and above
Age Group of customer
Age Group of customer
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Table 4.3 Responder’s Occupation
Occupation No of Respondents Percentage of Respondents
Home Maker 85 42.5
Student 90 45
Self Employed 10 5
Others 15 7.5
Total 200 100
Figure 4.3 Responder’s Occupation
0
10
20
30
40
50
60
70
80
90
100
Home Maker Student Self Employed Others
Responder’s Occupation
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Table 4.4 Income Group
Income No of Respondents Percentage of Respondents
2 lakh-4 lakh 92 46
4 lakh-6 lakh 75 37.5
4 lakh-6 lakh 30 15
8 and Above 3 1.5
Total 200 100
Interpretation:
46% of customer are form middle income family. From that angle of view LUX should be very connected with Middle and Upper income group in the term of economical.
Figure 4.4 Income Group
Income Group
2 lakh-4 lakh
4 lakh-6 lakh
6 lakh-8 lakh
8 and Above
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Table 4.5 Brand Awareness
Brand Awareness No of Respondents Percentage of Respondents
People know LUX Brand 200 100
Don’t know about LUX 0 0
Total 200 100
Interpretation:
Out of 200 respondent 200 means 100% people know about LUX brand. So it has a huge brand name.
Figure 4.5 Brand Awareness
0
50
100
150
200
People know LUX Brand
Don’t know about LUX
Brand Awareness
Brand Awareness
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Table 4.6 Responder know LUX brand through this media
Media No of Respondents Percentage of Respondents
TV Advertisement 85 42.5
Print Advertisement 40 20
Through Friends or reference 30 15
Magazine 35 17.5
Others 10 5
Total 200 100
Interpretation:
Out of 200 respondent 42.5% respondent know the LUX brand through TV Advertisement. TV is more effective rather than others.
Figure 4.6 Responder know LUX brand through this media
TV Advertisement
42%
Print Advertisement
20%
Through Friends or reference
15%
Magazine18%
Others5%
Responder know LUX brand through this media
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Table 4.7 What information you have got it’s influence you to buy lux soap
Influence to Buy No of Respondents Percentage of Respondents
Fragrances 87 43.5
It improve complexion 48 24
It Improve skin soften 45 22.5
Affordable price 20 10
Total 200 100
Interpretation:
Out of 200 respondent 43.5% respondent they love the Lux soap for the fragrances
Figure 4.7 What information you have got it’s influence you to buy lux soap
0102030405060708090
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Fragrances It improve complexion
It Improve skin soften
Affordable price
Influence to Buy
Influence to Buy
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Table 4.8 LUX Promotional Rating
5 rating scale (5= Very effective, 4= Effective, 3= Average Effective, 2= Ineffective, 1= Highly ineffective)
Promotional Rating No of Respondents Percentage of Respondents
5 82 41
4 89 44.5
3 17 8.5
2 8 4
1 4 2
Total 200 100
Figure 4.8 LUX Promotional Rating
0
20
40
60
80
100
Very effective -5
Effective - 4 Average Effective - 3
Ineffective - 2 Highly ineffective - 1
LUX Promotional Rating
LUX Promotional Rating
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Table 4.9 LUX Customer Satisfaction Level
Customer Satisfaction Level No of Respondents Percentage of Respondents
Highly Satisfied 115 57.5
Satisfied 57 28.5
Dissatisfied 25 12.5
High Dissatisfied 3 1.5
Total 200 100
Interpretation:
LUX customers are majorly satisfied. There is very few who are not satisfied with that brand
Table 4.9 LUX Customer Satisfaction Level
Highly Satisfied56%
Satisfied31%
Dissatisfied9%
High Dissatisfied4%
Customer Satisfaction Level
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CHAPTER VI
44
FindingsSuggestionsConclusionReference
45
Findings
From my study I found 100% of respondent know the LUX Beauty Soap
98% of respondent recall the LUX brand.
87% of respondent know the LUX brand through Advertisement
FMCg industry is highly consumer switchable industry.
If LUX wants to exist need day to day promotion.
When customer wants to buy soap he/she try to find or try to associate the brand with his or her.
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Suggestions
LUX is high market performance beauty Soap, but rather market has full of competition
Customer only recall the brand name when it has a strong back promotion support
So LUX has to be continuing day to day promotion.
Only Advertisement makes increase mind recall power of Customer.
LUX should associate their brand name with customer demand.
LUX involves more Bollywood celebrity because customer is habituate to see LUX with young and fashionable celebrity.
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Conclusion
“IMPACT OF ADVERTISINg ON CUSTOMER BEHAVIOR: AN EMPIRICAL STUDY OF LUX BEAUTY SOAP”– A Project was done among 200 participants. The data was collected from them with a Lux advertisement, the questionnaires and relevant interaction with them. Their concerns and feedbacks were identified and recorded for our analysis.
At the end of the project, it clearly revealed that the advertisements have highly impacted the human mind and it changes the consumer perception about the product. When ads run often, it stimulates the consumers to buy their product so it increases the brand value in the market.
48
Reference
Advertisement & Sales Promotion (SHH Kazi&Satish K Batra)
