projects.doc

8/9/2019 projects.doc

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Table of content

Serial#

Topics Page #

01 Acknowledgement 2

02 Executive Summary 3

03 ntroduction 40! "esearc $%&ective 6

0' n(ormation )eeds 6

0* "esearc +esign , +ataSources

7

0- +ata .ollectionProcedure

7

0/ Sample +esign 80 +ata Processing , Analysis

8

10 "esearc indings 25

11 "ecommendations 27

12 Annexure 28

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Acknowledgement I would like to show my gratitude towards our course

instructor Mr. hmed !utt for teaching and making us

ca"a#le enough to work on this re"ort. $ithout his com"lete

guidance and su""ort I would not ha%e #een a#le to

com"lete this endea%or. I would also like to show my

gratitude towards the res"ondents for their time and

"ro%iding %alua#le information without which this re"ort

would ha%e not #een com"leted. &his re"ort contains all the

rele%ant material re'uired as "er instruction. I ho"e this

re"ort meets his e("ectations.

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Executive summary &his research has determined the consumer)s attitude with

regards to riel and *urf +(cel, the #rand image of #oth the

detergents in the minds of the consumers, the le%el of

loyalty "ossessed #y them and their le%el of satisfaction. &he

data has #een collected from the res"ondents through

"ersonal inter%iews and a detailed 'uestionnaire was

designed for that "ur"ose. &he inter%iews ha%e #een

conducted from the res"ondents at random locations and on

tele"hone. &he sam"le includes 23 res"ondents. &he data

gathered has #een analy-ed on a 'uestion#y'uestion #asis.

&he details of the research /ndings are mentioned after the

analysis. nd recommendations are gi%en to the

management #ased on the research /ndings

Introduction

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Ariel

Procter 0 1am#le started its o"erations in the country in ismarketing a range of consumer goods "roducts. riel is the "roduct of P01. riel detergent gi%es im"ecca#le cleaning in stain remo%al. rielcontains uni'ue ingredients that cannot #e found in other detergents,thus it is designed to remo%e a multitude of stains #etter. riel is"erfect for e%eryday washing needs. &he uni'ue formula has #eendesigned to gi%e #rilliant cleaning and long lasting freshness.

Surf Excel

*urf +(cel is the "roduct of nile%er. *urf +(cel is the oldest detergent#rand to #e "resent in Pakistan since 6. &he com"any #elie%es thatdirt is a %alua#le way to enrich li%es, #oth young and old. &o ensurethat e%eryone, anywhere in the country, can share in this initiati%e,nile%er in%ests hea%ily in de%elo"ing a range that suits the "ockets of all income grou"s. &his has included launching aorda#le "acks thatnot only oer the to"clean ad%antages of *urf +(cel, #ut also reducethe time, "hysical eort and amount of water needed to wash clothes#y hand.

Research Background and Project Oerie!

riel has #een in the market for 8 years now howe%er *urf +(cel hasa greater share in the detergent market. &he consumer)s %iew"oint isof great im"ortance for the sim"le reason that they are the #read and#utter of any organi-ation. ence, this research is aimed to /nd out theconsumers "erce"tion with regards to riel %is9%is *urf +(cel. &hisresearch will also try to /nd the #rand image of #oth the detergents inthe minds of the consumers, the le%el of loyalty "ossessed #y theconsumers and their le%el of satisfaction.

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COMPARITIE A!A"#$I$ O% CO!$&MER PRECEPTIO!'IT( RE)AR*$ TO ARIE"

I$+,+I$ $&R% E-CE"

Researc. Ob/ectives

&o determine the attitude of consumers towards riel %is9%is*urf +(cel.

&o identify the "erce"tion of consumers a#out riel.

&o determine the eecti%eness of riel %is9%is *urf +(cel.

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Information !eeds &o determine the #rand image of riel in the minds of theconsumers.

&o determine the #rand image of *urf +(cel in the minds of theconsumers.

&o determine the satisfaction of consumers regarding thedetergent they are using.

&o com"arati%ely gauge the le%el of !rand :oyalty "ossessed #yconsumers of riel and *urf +(cel

&o determine the e(tent of #rand awareness and #rand recall of riel

&o determine the e(tent of #rand awareness and #rand recall of *urf +(cel

Researc. *esign and *ata$ources

&he research carried out is an e("loratory research that is it has onlydetermined the consumer "erce"tion a#out ;I+:


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&he data has #een collected from the res"ondents through "ersonalinter%iews and a detailed 'uestionnaire was designed for that "ur"ose.

&he 'uestionnaire was designed according to the research o#Aecti%esthe 'uestions ful/ll the aim of determining the com"arati%e attitude of the consumers towards riel and surf +(cel. >or these "ur"oses, 4'uestions are included in the 'uestionnaire. &he 'uestionnaire isa%aila#le in nne(es

&he inter%iews ha%e #een conducted from the res"ondents asfollowsB

Cn tele"honet random locations.

$am0le *esignDuota sam"ling has #een used in this research. &he sam"le includes23 res"ondents. ll the res"ondents are from 1ulshan &own and arehouse wi%es. &he factor that was considered in order to 'ualify thehousewi%es as an eligi#le res"ondent was, that she has used riel and*urf +(cel #oth.

*ata Processing &he data gathered has #een analy-ed on a 'uestion#y'uestion #asis. &he num#er of res"ondents highlighting a "articular choice gi%en tothem in multi"le choice 'uestions ha%e #een calculated, ta#ulated andela#orated gra"hically. &he similar res"onses to the o"en ended'uestions were grou"ed together and are ta#ulated and ela#oratedgra"hically.

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1% &hen 'ou think of detergents !hich (rand co)es

to 'our )ind*

O+tions gien tores+ondents

,o% of res+ondents choosingthe o+tion

Ariel 7Surf Excel 6Others

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2% &hich detergent do 'ou use*


,o% of res+ondents choosing theo+tion

Ariel 8Surf Excel 5

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3% &hen 'ou think of Ariel/ !hat co)es on to+ of

'our )ind*

O+tions ,o of res+ondents

Bright 0lothes 2Packaging 2ragrance 4Aerage etergent 3Adertise)ents 2

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4% &hen 'ou think of Surf Excel/ !hat co)es on to+

of 'our )ind*

Res+onse ,o of res+ondents

Slogan

Packaging 5ragrance 2Aerage etergent 3ood etergent 2

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"% Since !hen hae 'ou (een using it*



ess than a 'ear 215" 'ears 8#51. 'ears 1152. 'ears 2153. 'ears

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6ore than 3. 'ears 3

#% &hat do 'ou look for !hen )aking a +urchase

decision for a detergent*



Perfor)ance 6

Econo)' 5

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Status S')(ol

Packaging 2

All of the a(oe

Others

$% 7o! is 'our oerall ex+erience !ith Ariel*

O+tions gien to ,o% of res+ondents choosing the

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res+ondents o+tion

er' ood 8

ood Aerage 4Bad er' Bad

8% 7o! is 'our oerall ex+erience !ith Surf Excel*

O+tions gien to ,o% of res+ondents choosing the

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res+ondents o+tion

er' ood 2

ood 7Aerage 3Bad er' Bad

-% Are 'ou satis9ed !ith the (rand 'ou are

currentl' using*

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:es 2,o 2

1.% Please ela(orate the ans!er

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Ariel

Res+ondents !ho are satis9ed (' Ariel

Res+onse ,o% of res+ondentsood Perfor)ance 3Protects 0olor 4

Res+ondents !ho are unsatis9ed (' Ariel

Res+onse ,o% of res+ondents

0ostl'

$urf Excel

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Res+ondents !ho are satis9ed (' Surf Excel

Res+onse ,o% of res+ondentsRe)oes Stains 4Best detergent 3ittle ;uantit' used 2Aaila(ilit' 3oes not har) the skin 2

Res+ondents !ho are unsatis9ed (' Surf Excel

Res+onse ,o% of res+ondentsoes not +rotect color

11% Are 'ou thinking to change the (rand in the

future*


,o% of res+ondents choosingthe o+tion

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:es 4,o

12% Please gie the reasons

Ariel

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Res+ondents !ho said :ES

Res+onse ,o% of res+ondents


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=r' Ariel 2

Res+ondents !ho said ,O

Res+onse ,o% of res+ondentsSatis9ed 5

13%


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14%


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Researc. 1ndingsE of the res"ondents were satis/ed #y the detergentthey are using.

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7E of the res"ondents recalled *urf +(cel and 3Erecalled riel when they thought of detergent.

6E of the sam"le "o"ulation said they might changethe #rand in the future. Cut of which 67E is willing totry a #etter detergent if a%aila#le.

52E of the sam"le "o"ulation associated !right clotheswith riel, 7E fragrance, 3E said that it was ana%erage detergent, E recalled its ad%ertisement andthe remaining E associated "ackaging to it.

52E of the res"ondents said that *urf +(cel is a gooddetergent, 22E had a strong association with its"ackaging, 3E said that it was an a%erage detergent,E recalled its fragrance and the remaining 4Eremem#ered the slogan

7.4E of the sam"le "o"ulation who use *urf +(cel saidthat they /nd it economical since they only ha%e to use

a little 'uantity.3.4E of the res"ondents who ha%e li%ed a#road saidthat they /nd a lot of dierence in the 'uality of rielwhich they used there and the one that is a%aila#le inPakistan.

&he general "erce"tion of E of the sam"le "o"ulationreFects that the 'uality of riel has gone down.

2.74E of the res"ondents ga%e a general commentthat the detergents fade the colored fa#rics.

ll the res"ondents said that they look for "erformancewhen "urchasing a detergent, those who said they lookfor economy also added that they look for the #est

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'uality in a reasona#le "rice.

;es"ondents who said they also go for "ackaging whenmaking a "urchase decision were consumers of *urf +(cel and they all recalled the container "ackaging of *urf +(cel which they found %ery con%enient

Recommendations for t.emanagement

In the wake of the analysis and /ndings of this research study, thefollowing recommendations are e(tended to the management

riel ads always remain focused towards lower middle class #ut

their "rice is high and out of reach for lower middle class so rielshould decrease its "rices and #ring it to the le%el of *urf +(cel.Peo"le "ercei%e #oth the detergents as e'ually good, #ut they"urchase *urf +(cel since they /nd it more economical.

riel needs to im"ro%e its "ackaging. It can introduce container"acks which are re/lla#le and are %ery con%enient to use. &hey

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can introduce the containers for a limited time this wouldincrease the sales and "eo"le would get a chance to use the new

and im"ro%ed %ersion of riel that is riel +n-yma(. &hecom"any to introduce container "ackaging for its large si-e"acks, which are usually #ought monthly.

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