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1
INTRODUCTION
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INTRODUCTION
This Project has Study the consumers attitude with regards to Ariel and Tide, the brand
image of both the detergents in the minds of the consumers, the level of loyalty possessed
by them and their level of satisfaction. The data has been collected from the respondents
through personal interviews and a detailed questionnaire was designed for that purpose.
The interviews have been conducted from the respondents at random locations and on
telephone. The sample includes ! respondents. The data gathered has been analy"ed on
a question#by#question basis. The details of the research findings are mentioned after the
analysis. And recommendations are given to the management based on the research
findings
Ariel
Procter $ %amble started its operations in the country in &''& is mar(eting a range of
consumer goods products. Ariel is the product of P$%. Ariel detergent gives impeccable
cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other
detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for
everyday washing needs. The unique formula has been designed to give brilliant cleaning
and long lasting freshness.
Tide
Tideis the name of a popular laundry detergenton the mar(et in )anada, the *nited
States, +oroccoand other countries. t is manufactured by Procter $ %amble.
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Tide is mar(eted under various sub#brands, such as - *ltra Tide. &/0irst introduced
in test mar(ets in &'12 with national distribution reached in &'1', Tide was voted as
"America's Washday Favorite". t quic(ly gained dominance in the detergent mar(et,
dwarfing the sales of other P$% products, such as vory Snow, as well as the competition
from 3inso.
The latter two were soap powders and fla(es. n the late si-ties and early seventies, it
was branded as "Tide XK"4The 56 standing for 5tra 6leaning7, but it was rebranded as
Tide later on. 8riginally, Tide was a white powdered bead, but the brand line was later
e-panded to include an orange#tinted clear liquid form in &'91. Today, most formulations
of liquid Tide are dar( blue with the e-ception of Tide 0ree, which is clear. An addition
to the Tide 0amily, Tide )old :ater, was formulated to tac(le stains while saving energy
because it does not require hot or even warm water
Research Background and Project Overview
Ariel has been in the mar(et for &9 years now; however Tide has a greater share in the
detergent mar(et. The consumers viewpoint is of great importance for the simple reason
that they are the bread and butter of any organi"ation. -cel. This
research will also try to find the brand image of both the detergents in the minds of the
consumers, the level of loyalty possessed by the consumers and their level of satisfaction.
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4
OBJECTIVE OFTHE STUDY
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OBJCTI! O" T# $TUD%
To study the attitude of consumers towards Ariel vis#=#vis Tide.
To Study the perception of consumers about Ariel.
To Study the effectiveness of Ariel vis#=#vis Tide.
To Study the brand image of Ariel in the minds of the consumers.
To Study the brand image of Tide in the minds of the consumers.
To Study the satisfaction of consumers regarding the detergent they are using.
To comparatively gauge the level of ?rand @oyalty possessed by consumers of
Ariel and Tide.
To Study the e-tent of brand awareness and brand recall of Ariel
To Study the e-tent of brand awareness and brand recall Tide.
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6
SCOPE &
IMPORTANCEOF THE STUDY
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$COP & I'PORTANC O" T# $TUD%
n my project title (Co)*arative o+ Tide and Ariel ,ashing Powder-There is
sufficient scope for the e-isting environment.
$co*e.
&. t provides the consumer perception of deferent in brands available in the
mar(et.
. t also tells that which brand is the best according to the call rates $ quality of
services.
!. This project also tells that customers satisfied with the service of the brands
company, which they avail, or not.
1. t tells about the e-pectations $ e-perience of customers with the :ashing
Powder.
. Another scope of the project is that we can easily identify the suitable brand of
:ashing Powder according to the uses.
I)*ortance.
Ariel is the flagship brand for P$% >gypt; it was introduced into the >gyptian mar(et
in &'92. Since then, Ariel has been the number#one detergent in the >gyptian mar(et,
designed to meet demanding lives. Buring its C#year >gyptian journey, continuous
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upgrades and innovation led to ArielDs becomimg the countryDs most technological
detergent, enabling it to capture the minds and hearts of >gyptian consumers.
The Ariel famous golden coin promotion, followed by the 8mra campaign,is what ma(es
Ariel the brand of the >gyptian people. Ariel >gypt is a brand that is considered a E@oveE
mar( inside >gyptian consumersD minds and hearts.
Tide entered the >gyptian mar(et in the &''Cs as a non#automatic laundry detergent,
and with the turn of the century Tide launched its automatic variant, meeting the needs of
the >gyptian consumers see(ing good cleaning at an affordable price. Since day one,
Tide came closer to >gyptian mothers through being their ally at times when they need
help the most to present their families at their best. Tide also managed to share with
>gyptian families happy moments of celebration,such as 3amadan and +others
Bay,with special offerings. Tide plays an active role in contributing to the community
that helped it become the second#biggest detergent in >gypt; its most recent event was a
contribution to help get the equipment needed for the )hildrens )ancer
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/ITRATUR R!I,
DTR0NT1
A detergent4as a noun7 is a material intended to assist cleaning. The term is
sometimes used to differentiate between soapand other surfactants used for cleaning. As
an adjective pertaining to a substance, it 4or EdetersiveE7 means EcleaningE or Ehaving
cleaning propertiesE; EdetergencyE indicates presence or degree of cleaning property.
Co)*onents
Betergents, especially those made for use with water, often include different
components such asF
Surfactants to DcutD 4>mulsify7 greaseand to wet surfaces
Abrasive to scour
Substances to modifypHor to affect performance or stability of other
ingredients, acidsfor descalingor causticsto brea( down organic compounds
Water softeners to counteract the effect of EhardnessE ions on other ingredients
oxidants 4o-idi"ers7 forbleaching, disinfection, and brea(ing down organic
compounds
Gon#surfactant materials that (eep dirt insuspension
Enymes to digestproteins, fats, or carbohydratesin stains or to modify fabric feel
1!
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!nredients that modify thefoaminpropertiesof the cleaning surfactants, to
either stabili"eor counteractfoam
ngredients to increase or decrease the viscosity of the solution, or to (eep other
ingredients in solution, in a detergent supplied as a water solution or gel
!nredients that affect aesthetic properties of the item to be c#eaned$ or of the
deterent itse#f before or durin use$such as optical brighteners, fabric softeners,
colors,perfumes, etc.
ngredients such as corrosion inhibitors to counteract damage to equipment with
which the detergent is used
ngredients to reduce harm or produce benefits to s(in, when the detergent is used
by bare hand on inanimate objects or used to clean s(in
Preservatives to prevent spoilage of other ingredients
Sometimes materials more complicated than mere mi-tures of compounds are said to
be detergent. 0or instance, certain foods such as celery are said to be detergent or
detersive to teeth.
T2*es
There are several factors that dictate what compositions of detergent should be used,
including the material to be cleaned, the apparatus to be used, and tolerance for and type
of dirt. 0or instance, all of the following are used to clean glass. The sheer range of
different detergents that can be used demonstrates the importance of conte-t in the
selection of an appropriate glass#cleaning agentF
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achromic acidsolutionHto get glass very clean for certain precision#demanding
purposes such as analytical chemistry
a high#foaming mi-ture of surfactants with low s(in irritationHfor hand#washing
of dishwarein a sin( or dishpan
any of various non#foaming compositionsHfor dishware in a dishwashing
machine
other surfactant#based compositionsHfor washing windows with a squeegee,
followed by rinsing
anammonia#containing solutionHfor cleaning windows with no additional
dilution and no rinsing
ethanol or methanolin windshieldwasher fluidHused for a vehicle in motion,
with no additional dilution
glass contact lenscleaning solutions, which must clean and disinfect without
leaving any eye#harming material that would not be easily rinsed
Ter)inolog2
Sometimes the word deterent is used to distinguish a cleaning agent fromsoap.
Buring the early development of non#soap surfactants as commercial cleaning products,
the termsyndet, short forsynthetic deterentwas promoted to indicate the distinction.
The term never became popular and is incorrect, because most soap is itself synthesi"ed
4from glycerides7. The termsoap#ess soapalso saw a brief vogue. There is no accurate
term for detergents not made of soap other thansoap#ess deterentor non%soap deterent.
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The term deterentby itself is sometimes used to refer specifically to c#othin
deterent, as opposed to hand soapor other types of cleaning agents.
Plain water, if used for cleaning, is a detergent. Probably the most widely#used
detergents other than water are soaps or mi-tures composed chiefly of soaps.
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suited to dissolveproteinstains, such aseggstains, were introduced in the *SA
by Procter $ %amble.
DTR0NT 'AR3T IN INDIA
The ndian fabric wash products mar(et was a highly fragmented one. There was a
si"eable unorgani"ed sector. 8f the ! la(h#tonne mar(et, laundry soaps and bars made
from vegetable oils accounted for around seven la(h tonnes with synthetic detergents
ma(ing up the rest. Betergent ca(es accounted for 1CJ of the synthetic detergent used,
while powder accounted for the rest. :ashing powders were categori"ed into four
segments # economy 4selling at less than 3s. per (g7, mid#priced 43s. # 3s. 'C per
(g7, premium 43s. 'C # 3s. &C per (g7 and compact 4selling at over 3s. &C per (g7. The
compact, premium and medium priced segments together accounted for CJ of the
volume share and !J of the value share. The economy segment made up the remaining
lionDs share of the mar(et. The fabric wash industry in ndia was characteri"ed by low per
capita consumption, especially in rural mar(ets. The major players in the ndian detergent
mar(et were
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'ajor Pla2ers.
Surf >-cel
3in
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Arial
Tide
Girma
:heel
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NIR'A
G3+A is one of the few names # which is instantly recogni"ed as a true ndian
brand, which too( on mighty multinationals and rewrote the mar(eting rules to win the
heart of princess, i.e. the consumer.
Girma, the proverbial K3ags to 3iches saga of Br. 6arsanbhai Patel, is a classic
e-ample of the success of ndian entrepreneurship in the face of stiff competition.
Starting as a one#man operation in &'2', today, it has about &1, CCC employee#base and
annual turnover is above 3s. , CC crores.ndia is a one of the largest consumer
economy, with burgeoning middle class pie. n such a widespread, diverse mar(etplace,
Girma aptly concentrated all its efforts towards creating and building a strong consumer
preference towards its Kvalue#for#money products.
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Gow, the year CC1 sees Girmas annual sales touch 9CC,CCC tones, ma(ing it one of
the largest volume sales with a single brand name in the world. @oo(ing at the 0+)%
synergies, Girma stepped into toilet soaps relatively late in &''C but this did not deter it
to achieve a volume of &CC,CCC per annum. This ma(es Girma the largest detergent and
the second largest toilet soap brand in ndia with mar(et share of !9J and CJ
respectively.
$UR" 4C/
Surf >-cel is currently running two campaigns riding on the popularity of the EBaag
Ache
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,A$#IN0 PO,DR and CA3
r.Game of the Product +ulti Gational )ompany ndian Substitute
&.Aril, Tide Proctor and %amble ndia @td. Girma,
.Surf#*ltra
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I.
9.Surf#*ltra 4powder7
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aggressively.
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The virtually unregulated use of pollutant chemicals in the ndian detergent industry
is a situation that needs to be quic(ly reversed, says To-ics @in(.
8ctober CC # )leanliness 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 ma(ing dates bac( to about &CC ?), the earliest records
indicate that a combination of animal and vegetable oils with al(aline salts was used to
form a soap#li(e material. n ancient ndia too, people used soap preparations made from
plant or animal fats. +odern 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 *.S.
in &'12.
Today, ndia has a diverse range of detergents available off the shelf. The annual
consumption of detergents in ndia ranges to hundreds of thousands of tonnes. The formal
sector with its increasing ability to influence consumers via advertisements is e-panding
its mar(et share aggressively. The detergent mar(et has evolved into a highly competitive
one where a myriad brands vie with each other to get the customersD attention. >ach brand
claims to clean whiter, boasting of technologically dubious terms such as fighting
granules, power pearls, etc.
Detergents and health
Betergents 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
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fillers. n addition they have additives li(e anti re#deposition agents, optical fibre
brighteners 4whitening agents7, bluing agents, bleaching agents, foam regulators, organic
sequestering agents, en"ymes, perfumers, and substances that regulate the density and
assure crispness of the material they are used on.
A study done to understand the ndian consumers (nowledge of harmful effects of
detergents on health and environment, showed that II.2 percent of respondents had
e-perienced some (inds of s(in irritation due to detergents. 8f these the majority
comprised of dhobis and rural women. )onventional laundry detergents leave chemical
residues on the clothes. These residues enter our bodies either through the s(in or through
the lungs. They cause many common health problems including allergies, s(in 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 e-cessive e-posure of the s(in to detergents is
drying, fissuring and dotting of the (eratin layer leading to increased permeability that
causes sensiti"ation, which may develop into dermatitis. >lderly people are more
susceptible to infections that may lead to developing ec"ema.
Detergents and water *ollution
+ost laundry detergents in ndia are phosphate based. Phosphates are a major source
of water pollution that has become the direct cause of 1 per cent of human and animal
diseases. n ndia, per capita consumption of detergents in &''1 was .9 (g per annum.
This is projected to rise to over 1 (gcapita by CC. n rural areas the use of detergent
bars is e-pected to grow I#9 per cent annually. The figures are of concern because high
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quality detergents have as much as ! per cent STPP in them. According to Prof Garinder
6. 6auschi(, Professor emeritus for environmental biology at the )anadian *niversity of
%uelph, Ethe main problem is that of phosphate#based detergents promoting
eurtrophication of aquatic environments.E
>utrophication or Gutrient pollution is a process by which water bodies gradually age
and become more productive. Any natural process li(e this might ta(e thousands of years
to progress but human activities accelerate this process tremendously. The presence of
e-cessive 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 o-ygen dissolved in water, creating hypo-ic, and at times,
near ano-ic situation. This can lead to e-cessive eutrophication that (ills the fish, cause
odour and increase pathogenic animals.
$easonal i)*acts
3un#off of phosphates into water streams is not only due to detergents, but also due to
fertili"ers and manures. 0indings show that during the dry seasons when the run#off from
agriculture is virtually "ero, and manure run#off is down to one fifth of the total annual
rate, detergents are responsible for additional loadings of rivers by about I.! per cent
which poses significant eutrophication impact ris(s. n ndia, it is not uncommon to see
ponds, la(es and part of rivers cho(ing with algae or other aquatic plants. n the ndian
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conte-t, this is a grim situation since these water bodies are the primary sources of water
for a large section of the population.
The Detergent Industr2
Betergent industry refuses to ta(e any action due to a lac( of mandatory legislations.
As a proactive response to environment ris(s as result of increasing levels of phosphates,
the industry needs to reduce the perilously high phosphate levels of !C per cent to far
lower numbers. ndustry representatives have declined to do so on grounds that the
amount of phosphate used in northern countries is higher as compared to that in ndia.
The fact is that ndia relies only on Sewage Treatment Plants 4STPs7 which are not fully
functional even in metropolitan cities unli(e northern countries where STPs are installed
for every few households. ndustry ought to label its products voluntarily for containing
phosphate so that it can be left to the consumer to decide.
According to Prof. 6aushic( strict regulations in Gorth America and >urope ma(es it
mandatory for the multinational detergent industry to produce detergents with nominal
phosphate content 4or even phosphate#free detergent7. The same industry absolves itself
of this responsibility in ndia, where it manufactures detergents with a high phosphate
content. The industry vehemently opposes any regulation of phosphate use in detergents.
t is not prepared to indicate the percentage phosphate content on detergent pac(ages.
Better o*tions 1 co1+riendl2 household cleaning *owders
An environmentally superior detergent is the one that ma(es use of lesser chemical
ingredients. The to-icity of detergents decreases by non#addition of additives li(e
perfumes, colour and brightening agents. +inimal pac(aging can also reduce
environmental harm substantially. Synthetic surfactants may be replaced by non#
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petrochemical surfactants or vegetable oil soaps; builders li(e phosphates can be replaced
by sodium citrate and sodium bicarbonate; dyes and fragrances can be eliminated or
minimi"ed. 0or a simple formula to ma(e your own detergent, write to To-ics @in(.
Betergent 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.
)onsumers must press for implementation of labelling standards and regulation so that
they may avail of environmentally friendly choices. *sing Dgreen detergentsD that do not
contain non#essential additives li(e perfumes, colour and brightening agents in minimal
pac(aging will go a long way in ensuring a cleaner and healthier environment.
Co)*le6 Bu2ing Behavior.1
The consumer displays comple- buying behavior when he is highly involved in the
purchase of the product and can observe significant differences among brands. )omple-
buying behavior involves three stepsF # 0irst, the buyer develops belief about the product.
Second, he develops attitudes about the product and third, he ma(es the thoughtful
choice. The comple- buying behavior is e-hibited in case of e-pensive, infrequent, ris(y
and highly self e-pressive li(e automobiles.
The mar(eter of a high involvement product must understand consumers information
gathering and evaluation behavior. The mar(eter needs to develop strategies that help
buyer in learning about products features and their relative importance, and positioning
of company brand on more important attributes. The mar(eter must judiciously use
promotions to communicate brand benefits.
Dissonance Reducing Bu2ing Behavior.1
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Sometimes consumer is highly involved in the purchase but sees little difference in
brands. The high involvement is based on the facts the purchase is e-pensive, infrequent,
andor ris(y. n this case, buyer will shop around to learn what is available. f the
consumer finds little difference, he may buy on the basis of price or convenience.
After the purchase, the buyer may notice certain undesirable features or below
e-pectation e-perience or may hear favorable views about other brands. n this case
consumer is li(ely to e-perience dissonance. Bissonance is a state of consumers mind
when he e-periences a gap between an e-pected performance and a real performance of
the product. )onsumer will then collects favorable information about his purchases and
develop positive beliefs about his choice which will reduce dissonance.
!ariet2 $eeking Bu2ing Behavior. 1
Some times the consumer shows a low involvement behavior but there is a significant
brand difference. )onsumers show a high level of brand switching behavior. )onsumers
buy chocolates without considering any such variable and for no reason switch brands to
test the variety in the mar(et. The brand switching tendency is not due to dissatisfaction
but due to need for variety.
#a7itual Bu2ing Behavior.1
+any products are purchased with low involvement and without perception of
differences among different brands available. >.g. Salt. )onsumer shows low
involvement in case of low cost, frequently purchased products. The consumer decision
ma(ing is based on brand familiarity rather than brand conviction. The price,
convenience or point of sale offer would play decisive role in buying. +ar(eter would
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often induce product trial in such types of products. The consumers usually do not
evaluate the post purchase performance of such products.
$tages In Bu2ing Decision Process.1
)onsumers pass through different stages during buying process. +ar(eter would
learn about the stages of buying process through four methods.
&. ntrospective methodF # They can about how they themselves would act for
purchasing.
. 3etrospective methodF # They can interview recent buyers to collect information
about buying process.
!. Prospective methodF # They can locate prospective customers and as( them the
process they are going through and their action in future.
1. Prescriptive +ethodF # They can as( customers to describe the ideal way to buy the
product. %enerally buying decision process can be divided in to five stagesF # Problem
3ecognition, nformation Search, >valuation of Alternatives, Purchase Becision and Post
Purchase >valuation. All consumers may not go through all of the five stages. >.g.
Purchaser of low involvement product would not go through all the stages.
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The buying process starts when the buyer feels a problem or need. The need can be triggered
by internal or e-ternal stimuli. >.g. A person may feel hungry internally or may be sight of
sumptuous meal or a smell of delicious food act as an e-ternal stimulus to arouse want of
food in him. +ar(eter try to stimulate the needs and help people identify these needs by
intelligent use of mar(et offering such as product, pac(aging, pricing or promotions.
1) Information Search:
A customer who reali"es his need for the product will try to gather information regarding the
product. nformation search helps customer to understand the product better and also create
awareness about competing brands. Past purchase e-periences will reduce the time required
for information search. The information can be gathered from several sources li(eF#
Q Personal SourcesF # 0amily, 0riend, Geighbors, acquaintances.
Q )ommercial SourcesF # Advertising, Salespersons, Bealers, pac(aging, displays.
Q Public SourcesF # +ass media, 3esearch organi"ations.
Q >-periential 0actorsF # Past e-periences, free trials.
%enerally, customer receives the most information from commercial sources.
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thin(ing as well as mental processes such as perceptions, attitudes, predispositions etc.
Buring this stage customer assigns relative importance to different attributes of the brand
or product on the basis of accumulated information and draw conclusions about their
relative potential to satisfy his desired needs. ?y developing understanding about how
customer evaluates the product, the mar(eter can improve or develop the product and
segment the mar(et on the basis of product attributes. The communication mi- can be
designed to prominently highlight those benefits which are most sought after by the target
mar(ets.
>valuation leads to formation of buying intention that can be either to purchase or reject
the product or brand.
:9 Purchase Decision.1
Purchase intention may lead to purchase decision. There are three factors which intervene
between buying intentions leading to buying decisionF a7 attitudes of others such as
spouse, friends and relatives. ntensity of negative attitude and buyers tendency to
comply with this attitude are the most significant contributor. b7 An anticipated
situational factors such as family income, cost of buying and e-pected benefits of the
product and c7 an unanticipated situational factors li(e accidents, sic(ness etc.
Purchase decision involves five sub decisionsF a brand decision 4what to buyO7, vendor
decision 4:here to buyO7, quantity decision 4
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After purchasing and consumption, customer will e-perience some level of satisfaction. f
the performance of the product meets his e-pectations, he will be satisfied. f
performance of the product e-ceeds his e-pectations, he will be delighted and if it falls
below his e-pectations he is dissatisfied. Post purchase behavior refers to the behavior of
the consumer after the purchase and it depend upon customers e-periences of using the
products and degree of satisfaction. A satisfied customer may involve in repeat
purchases. .g. )ompany may develop eco friendly
pac(ages or buy bac( schemes to improve on sales of new product. The company may
also launch refillable pac(s.
"actors in+luencing Consu)er Behavior
The consumer decision process e-plains the internal process as well as individual
behavior for ma(ing product or service decisions. The consumption process is influenced
by e-ternal factors li(e cultural, social, personal, and psychological factors.
In+luence o+ Cultural "actors.
)ulture, subculture and social class are particularly important in buying behavior.
CultureF # )ulture is the fundamental determinant of a persons wants and behavior.
)ulture refers to the traditions, taboos, values and basic attitudes of the whole society
within which an individual lives. The growing child acquires a set of values, perceptions,
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preferences, and behaviors through his or her family and other (ey institutions. >.g. A
child growing up in ndia is e-posed to the values li(e tolerance, >quality, Sacrifice, love
for the family respect for the elders and guru etc. )ulture teaches an individual the
acceptable norms of behavior and tells him the right or wrongs. )ultural values affect
how the business is conducted.
)ulture also affects consumption behavior. )ulture influences can be seen in the food
habits and dressing style of people. t also influences communication, attitudes and values
that influence consumption patterns. )ulture influences are highly conspicuous in
communication messages. *se of colors, symbols, and language and message sources
reflect culture. The main aim behind it could be to tune their messages according to the
cultural specifications of various regions that they operate in. )ulture values are passed
on from one generation to the ne-t.
$u7cultureF # >ach culture consists of smaller subcultures that provide more specific
identification and sociali"ation for their members. Subcultures include nationalities,
religions, and geographic regions. :hen subcultures grow large and affluent enough,
companies design speciali"ed mar(eting programs to serve them. Such programs are
(nown as diversity mar(eting. >.g. n diverse country li(e ndia, people from different
region show distinct difference in their food habits and clothing styles. Also the
consumption pattern is also affected by religious diversity.
$ocial Class.1
Social class refers to the hierarchical arrangements of the society into various divisions,
each of which signifies social status or standing. Social class is an important determinant
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of consumer behavior as it affects consumption patterns, lifestyle, media patterns,
activities and interests of the consumers.
Social classes not only reflect income, but other indicators such as occupation, education,
area of residence. >.g. two consumers earning the same income may differ considerably
in lifestyle when one has professional qualification at the post of graduate level and is
employed at the senior management cadre of multinational, while the other is self
employed, with education confined to a few years of schooling. Social classes differ in
many characteristics.
Social classes show distinct product and brand preferences in many areas including their
lifestyles, they differ in media preferences, and there are also language differences among
the social classes.
n addition to the cultural and social factors, a consumers behavior is also influenced by
factors such as reference groups, family, and social roles and status.
Re+erence 0rou*sF #
An individuals attitude, value and behavior are influenced by different groups. These
groups are called reference groups and they have direct or indirect influence on the
individual.
?uying behavior of consumers is largely influenced by the reference group to which they
belong or aspire to belong. 3eference groups are of two typesF
Pri)ar2 Re+erence 0rou*F
This group is further divided into four subgroups namely 4a7 +embership reference
groupF
This is the group to which a person holds membership and has frequent interactions with
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clothes, furniture and recreation.
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spending the time shopping, and does he thin( that the price is worth the amount paid
forO +ar(eters
can address these problems though appropriate mar(eting communication strategies.
Q *nderstanding the customers perception helps the mar(eter position their product
better than that of the competitors, it helps them develop the right store image, product
quality, price, distribution channel etc.
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38
COMPANYPROFILE
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CO'PAN% PRO"I/
Procter $ %amble )o. 4P$%, GNS>F P%7 is a 0ortune CC, American global
corporation based in )incinnati, 8hio, that manufactures a wide range of consumer
goods. As of CC9, P$% is the !rd largest *S )ompany by revenue and &1th largest by
profit. t is &Cth in 0ortuneDs +ost Admired )ompanies list 4as of CCI7. P$% is credited
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with many business innovations including brand management, the soap opera, and
E)onnect $ BevelopE innovation.
According to the Gielsen )ompany, in CCI P$% spent more on *.S. advertising
than any other company; the U.2 billion it spent is almost twice as much as %eneral
+otors, the ne-t company on the Gielsen list. P$% was named CC9 Advertiser of the
Near by )annes nternational Advertising 0estival. Procter $ %amble has e-panded
dramatically throughout its history, but its headquarters still remains in )incinnati.
P$%Ds dominance in many categories of consumer products ma(es its brand
management decisions worthy of study. 0or e-ample, P$%Ds corporate strategists must
account for the li(elihood of one of their products cannibali"ing the sales of another.
'I$$ION.
To provide branded products and services of superior quality and value that
improve the lives of the worldDs consumers, now and for generations to come.
!A/U$.
P$% is its people and the values by which we live.
:e attract and recruit the finest people in the world. :e build our organi"ation from
within, promoting and rewarding people without regard to any difference unrelated to
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performance. :e act on the conviction that the men and women of Procter $ %amble
will always be our most important asset.
/ADR$#IP.
Q :e are all leaders in our area of responsibility, with a deep commitment to deliver
leadership results.
Q :e have a clear vision of where we are going.
Q :e focus our resources to achieve leadership objectives and strategies.
Q :e develop the capability to deliver our strategies and eliminate organi"ational
barriers.
O,NR$#IP.
Q :e accept personal accountability to meet our business needs, improve our
systems, and help others improve their effectiveness.
Q :e all act li(e owners, treating the )ompanyDs assets as our own and behaving
with the )ompanyDs long#term success in mind.
INT0RIT%
Q :e always try to do the right thing.
Q :e are honest and straightforward with each other.
Q :e operate within the letter and spirit of the law.
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Q :e uphold the values and principles of P$% in every action and decision.
Q :e are data#based and intellectually honest in advocating proposals, including
recogni"ing ris(s.
PA$$ION "OR ,INNIN0
Q :e are Studyd to be the best at doing what matters most.
Q :e have a healthy dissatisfaction with the status quo.
Q :e have a compelling desire to improve and to win in the mar(etplace.
TRU$T
Q :e respect our P$% colleagues, customers, and consumers, and treat them as we
want to be treated.
Q :e have confidence in each otherDs capabilities and intentions.
Q :e believe that people wor( best when there is a foundation of trust.
The TRIP/ BOTTO' /IN CONCPT
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>ffective from uly &, CCI, the companyDs operations are categori"ed into !
E%lobal ?usiness *nitsE with each %lobal ?usiness *nit divided into E?usiness
Segments,E according to the companyDs une CCI earnings release.
&. ?eauty )are
?eauty segment
%rooming segment
.
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n CCI, the P$%Ds )anadian division was named one of )anadaDs Top &CC
>mployers, as published in +acleanDs maga"ine, the only consumer products company to
receive this honor.&C/
Procter & 0a)7le 7rands
! of P$%Ds brands have more than a billion dollars in net annual sales and another
&9 have sales between UCC million and U& billion.
Billion dollar 7rands
Alwa2s is a brand of feminine hygiene products, including ma-i pads,
pantiliners 4sometimes called Alldays7, and feminine wipes, produced by
Procter $ %amble.##See also ?rand homepage; related trademar(sF *ltra Thins;
0le-i#:ing; +a-is; Alldays; )lean:eave.
Arielis a brand of washing powderliquid, available in numerous forms and
scents.
Actonel is brand of 8steoporosis drug 3isedronate co mar(eted by Sanofi#
Aventis.
Bount2is a brand of paper towel sold in the *nited States, )anada and the
*nited 6ingdom.
Braun is a small#appliances manufacturer speciali"ing in electric ra"ors,
coffeema(ers, toasters, and blenders.
Crestis a brand of toothpaste.
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'anu+acturing
Procter $ %amble manufactures its products across the globe. +anufacturing
operations are based in the following geographies
W *S
W )anada
W @atin America
W >urope
W )hina 4!& wholly#owned factories7 and other parts of Asia
W Africa
Productions
Procter $ %amble produced and sponsored the first radio opera soap operas in the
&'!Cs 4Procter and %ambleDs being (nown for detergents 4soaps7 was probably the
genesis of the term Esoap operaE7. :hen the medium switched to television in the &'Cs
and &'2Cs, most of the new serials were sponsored and produced by the company. Two
of their serials, As the :orld Turns and %uiding @ight, are still on the air today and are
produced by TeleGe-t +edia, nc for Procter $ %amble. The serial The Noung and the
3estless also is regularly sponsored by products from Procter $ %amble, as well as other
daytime serials.
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47
PRODUCTPROFILE
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n CC!, Ariel brought out its quic(wash action to its detergents, to allow consumers
to be able to do their laundry on a quic(wash cycle.
Product range
The available range in the *6 currently includesF
Ariel ?iological, biological with bleach for whitesF automatic 4low suds7 powder,
liquid, - concentrated Power liquid, >-cel%el, tablets, and liquitabs.
Ariel )olour and Style, a biological bleach free product to protect coloursF
automatic powder, tablets, liquid, - concentrated Power liquid, >-cel%el and
liquitabs.
Ariel Sensitive 4formerly (nown as Ariel Gon ?io, without en"ymes supposedly
protecting sensitive s(in7F automatic powder, tablets, liquid and liquitabs
Ariel ?iological with 0ebre"eF as Ariel biological but with the added freshness of
0ebre"e, sold at a premium price to standard Ariel. Available as automatic
powder, tablets, liquid, - concentrated Power liquid, >-cel %el and liquitabs
Ariel Stain PenF a stain pre#treatment product.
Ariel -cel%el
and liquitab form.
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n CC2, Ariel started its Eturn to !CE campaign to inspire consumers to wash in cool
water so that energy can be saved.
Ariel launched a concentrated version of their liquid detergents named Ariel Power in
the spring of CC9.
n 8ctober CC9, Ariel launched their new >-cel %el product which can be used in
temperatures as low as & degrees celsius. This product was launched under ArielDs Ecold
is the new hotE campaign.
Ariel "ront1o1'at is introduced in ndia e-clusively for front load washing
machines. The unique tumble wash technology of front#loading machines needs a special
chemistry, which Ariel 0ront#o#+at provides. *sing Ariel 0ront#o#+at completely
eliminates the need to buc(et soa( and a scrub.
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detect and remove stains better than any other detergent; and now for the first time
superior cleaning in a choice of fragrances. 8ver the years, the brand has enjoyed
endorsement from celebrities such as actress $ social wor(er Shabana A"mi, ?egum of
Pataudi, successful actress and homema(er of the Pataudi family Sharmila Tagore, TLs
most popular Ksaas#bahu duo Smriti raani and Apara +ehta, and la(hs of homema(ers
in ndia.
Ariel contains safe ingredients for normal fabrics and s(in under recommended usage
conditions for laundry, and meets the )ompanys stringent human and environmental
safety standards.
Ariel in its choice of two fragrances M Spring )lean and 0resh )lean, is available at all
leading general and chemist stores and the price remains unchanged at 3s. &1 for &.(g;
3s. '' for &(g; 3s. C for CCgm; 3s. for CCgm and 3s. for a Cgm sachet.
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TID ,A$#IN0 PO,DR
Tideis the name of a popular laundry detergenton the mar(et in )anada, the *nited
States, +oroccoand other countries. t is manufactured by Procter $ %amble.
Tide is mar(eted under various sub#brands, such as - *ltra Tide. &/0irst introduced
in test mar(ets in &'12 with national distribution reached in &'1', Tide was voted as
"America's Washday Favorite". t quic(ly gained dominance in the detergent mar(et,
dwarfing the sales of other P$% products, such as vory Snow, as well as the competition
from 3inso.
The latter two were soap powders and fla(es. n the late si-ties and early seventies, it
was branded as "Tide XK"4The 56 standing for 5tra 6leaning7, but it was rebranded as
Tide later on. 8riginally, Tide was a white powdered bead, but the brand line was later
e-panded to include an orange#tinted clear liquid form in &'91. Today, most formulations
of liquid Tide are dar( blue with the e-ception of Tide 0ree, which is clear. An addition
to the Tide 0amily, Tide )old :ater, was formulated to tac(le stains while saving energy
because it does not require hot or even warm water./!/1/
54
http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Moroccohttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-0http://en.wikipedia.org/wiki/Ivory_Snowhttp://en.wikipedia.org/wiki/Rinsohttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-1http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-2http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-3http://en.wikipedia.org/wiki/Laundry_detergenthttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Moroccohttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-0http://en.wikipedia.org/wiki/Ivory_Snowhttp://en.wikipedia.org/wiki/Rinsohttp://en.wikipedia.org/wiki/Tide_(brand)#cite_note-1http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-2http://en.wikipedia.org/wiki/Tide_(brand)#cite_note-38/13/2019 tide2
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help (eep soils from re#settling on clothes after they have been removed during the wash
itself. Tides 0abric :hitening Agents deposit on fabrics during laundering to enhance
brightness of light coloured fabrics. Tide improves the washing e-perience through its
pleasant ElemonE perfume that lingers on the clothes hours after the washing and leaves
clothed bright white and prevents them from turning yellow. t does not bleach or remove
colour from a garment.
)reative Advertising starring She(har Suman, K:hite Stripe )ampaign and the recent
K?agbhan )ommercial have help made Tide a household name.
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Tide enables the homema(er to spend more time with her family and (eeps her family
loo(ing their best through clean and Dbright whiteD clothes. t is available in pac(s of CC
gm, CC gm, & (g and (g and C gm single use sachet.
Tide Bar
0or consumers who craved for Tides surprising whiteness in the form of a bar, try
the Gew Tide ?ar that provides superior whiteness through tough dirt removal. The Gew
Tide ?ar is unique as compared to the available detergent bars because of its three unique
featuresF
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6!
RESEARCHMETHODOLO"
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RESEARCH METHODOLOGY
R$ARC# D$I0N
XThe research design is the conceptual structure with in which research is
conducted it consist the blue print of the collection measurement and analysis of data.Y
I# $%$ '()*+,$ $%+ (+-+(,% .+-/0# - .)'$+. )( $%+ D+-,(/'$/+
(+-+(,% -$. $%+ +')($)( (+-+(,% -$./+- (+ -) $+(:+. - )(:$+
(+-+(,% -$./+-; T%+ :/# '(')-+ ) -,% -$./+- /- $%$ ) )(:$/#0
'()
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The sampling used for the study is X)onvenience SamplingY. *nder this sampling
design every item or the universe has equal chance or inclusion in the sample because
this is )onsumers Perception survey, so we give each person at any place an equal
probability of getting into the sample.
The Tide $ Ariel Product of random sampling areF
&. t gives each element in the population an equal probability of getting into the
sample; and all choices are independent of one another.
. t gives each possible sample combination an equal probability of being chosen.
DATA CO//CTION
T%P$ O" DATA
n the survey two types of data are collectedF
&. Primary dataF These datas are those which are collected for the first time and
therefore original in nature.
Secondary dataF Bata, which have already been collected by someone else and hence
passed through the statistical process.
DATA $OURC
PRI'AR% DATA CO//CTION
0or the collection of the primary data following methods were usedF
&. nterview methodF Personal interviews of the customers are ta(en at different
levels to get their opinions and suggestions. And the interview was structured in
nature.
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. Ruestionnaire methodF Structured questionnaire on the basis of information
collected from different sources. The questionnaire contains both open and ended
questions.
$CONDAR% DATA CO//CTION
Secondary data were collected from the following sourcesF
a. ?oo(s related to topic
b. 8rgani"ation documents
c. +aga"ines
d. :ebsites
DATA APPROAC#$
Stratified 3andom Probability Sample Selection +ethod.
3esearch nstrument
Ruestionnaire
0ocus %roup
8bservation
Birect +ethod
'C#ANICA/ IN$TRU'NT.
Telephonic +ethod
POPU/ATION.
Sampling *nitF )ustomer Preference towards Tide $ Ariel Product.
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Sample si"e F Appro-imate &CC
Sample Selection Procedure F Probability
)ontact +ethod
Birect method
Telephone
$TATI$TICA/ TOO/$ U$D
Statistical tools used in the project study areF
0ra*h5
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65
FINDIN"S&
ANALYSIS
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"INDIN0$ & ANA/%$I$
?5 ,hen 2ou think o+ detergents which 7rand co)es to 2our )ind@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Ariel !C
Tide C
Others C
3!@
2!@
5!@
!@
Sales
A(/+9 O$%+(-
Inter*retation.
8ut of &CC respondents !CJ respondents mind Ariel, CJ respondents mind Tide and
CJ respondents mind other brands of detergents.
85 ,hich detergent do 2ou use@
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O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Ariel 2C
Tide 1C
6!@
!@
4!@
!@
Sales
A(/+9 T/.+
Inter*retation.
8ut of &CC respondents 2CJ respondents use Ariel and 1CJ respondents use Tide.
:5 ,hen 2ou think o+ Ariel what co)es on to* o+ 2our )ind@
O*tions No o+ res*ondents
Bright Clothes 2C
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Packaging &C
"ragrance
Average Detergent &
Advertise)ents &C
6!@
1!@
5@
15@1!@
Sales
B(/0%$ C9)$%+- P&,=&0/#0 F(&0(,+ A+(&0+ D+$+(0+#$ A.+($/-+:+#$-
Inter*retation.
8ut of &CC respondents 2CJ respondents say use ?right )lothes, &CJ Pac(aging, J
0ragrance, &J say average detergent and &CJ Advertisements
;5 ,hen 2ou think o+ Tide what co)es on to* o+ 2our )ind@
Res*onse No o+ res*ondents
$logan &C
Packaging C"ragrance
Average Detergent !
0ood Detergent &C
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1!@
2!@
25@
35@
1!@
Sales
S9)0 P&,=&0/#0 F(&0(,+ A+(&0+ D+$+(0+#$ ")). D+$+(0+#$
Inter*retation.
8ut of &CC respondents &CJ respondents say slogan, CJ say pac(aging, J say
0ragrance, !J say Average Betergent nd &CJ say good detergent.
5 $ince when have 2ou 7een using it@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
/ess than a 2ear !C
?1 2ears C
1? 2ears C
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3!@
2!@
5!@
Sales
L+-- $% & +&( 15 +&(- 61! +&(-
Inter*retation.
8ut of &CC respondents !CJ respondents say less than a year, CJ respondents say & M
years and CJ respondents say 2 M &C year use detergent.
5 ,hat do 2ou look +or when )aking a *urchase decision +or a detergent@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Per+or)ance IC
cono)2 !C
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3!@
5!@
2!@
Sales
V+( ")). ")). A+(&0+
Inter*retation.
8ut of &CC respondents CJ respondents say %ood, !CJ respondents say very good and
CJ respondents say average.
F5 #ow is 2our overall e6*erience with Tide@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
!er2 0ood !C
0ood 1C
Average !C
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3!@
4!@
3!@
Sales
V+( ")). ")). A+(&0+
Inter*retation.
8ut of &CC respondents 1CJ respondents say %ood, !CJ respondents say very good and
!CJ respondents say average.
G5 Are 2ou satis+ied with the 7rand 2ou are currentl2 using@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
%es 1
No
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45@
55@
!@ !@
Sales
Y+- N)
Inter*retation.
8ut of &CC respondents 1J respondents say Nes and J respondents say Go.
?5 Please ela7orate the answer
Arie#
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8ut of &CC respondents ICJ respondents say good performance, CJ respondents say
Protects colours and &CJ say costly.
Tide
Res*ondents who are satis+ied 72 Tide
Res*onse No5 o+ res*ondents
Re)oves $tains &C
Best detergent
/ittle Huantit2 used 2C
Availa7ilit2
Does not har) the skin
Res*ondents who are unsatis+ied 72 Tide
Res*onse No5 o+ res*ondents
Does not *rotect color &
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11@ 5@
63@
5@
5@ 11@
Sales
R+:)+- S$&/#- B+-$ .+$+(0+#$ L/$$9+ $/$ -+.
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??5 Are 2ou thinking to change the 7rand in the +uture@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
%es 2C
No 1C
6!@
4!@
!@ !@
Sales
Y+- N)
Inter*retation.
8ut of &CC respondents 2CJ respondents say yes and 1CJ respondents say Go.
?85 Please give the reasons
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Arie#
Res*ondents who said %$
Res*onse No5 o+ res*ondents
I+ 7etter 7rand availa7le !C
,ill tr2 a new 7rand 7ut switch 7ack to
Ariel
1C
Costl2 C
Res*ondents who said NO
Res*onse No5 o+ res*ondents
$atis+ied &C
3!@
4!@
2!@
1!@
Sales
I
8/13/2019 tide2
80/100
Inter*retation.
8ut of &CC respondents 1CJ will try a new brand but switch bac( to Ariel, !CJ
satisfied, CJ )ostly and &CJ t better brand available.
Tide
Res*ondents who said %$
Res*onse No5 o+ res*ondents
I+ 7etter 7rand availa7le C
Tr2 Ariel C
Res*ondents who said NO
Res*onse No5 o+ res*ondents
8!
8/13/2019 tide2
81/100
$atis+ied !C
5!@
2!@
3!@
!@
Sales
I
8/13/2019 tide2
82/100
8/13/2019 tide2
83/100
Res*onse No5 o+ res*ondents
Pro)otions C
Reduce *rice &
I)*rove ualit2 C
I)*rove *ackaging &C
'aintain the *osition in )arket
2!@
15@
5!@
1!@5@
Sales
P():)$/)#- R+.,+ '(/,+
I:'()+ &9/$ I:'()+ '&,=&0/#0
M&/#$&/# $%+ ')-/$/)# /# :&(=+$
Inter*retation.
8ut of &CC respondents CJ respondents say mprove quality, CJ Promotions, &J
reduce price, J maintain the position in mar(et.
"INDIN0$
'&J of the respondents were satisfied by the detergent they are using.
83
8/13/2019 tide2
84/100
8/13/2019 tide2
85/100
All the respondents said that they loo( for performance when purchasing a
detergent, those who said they loo( for economy also added that they loo( for the
best quality in a reasonable price.
3espondents who said they also go for pac(aging when ma(ing a purchase
decision were consumers of Tide and they all recalled the container pac(aging of
Tide which they found very convenient
85
8/13/2019 tide2
86/100
CONC/U$ION
86
CONCLUSION
8/13/2019 tide2
87/100
0ollowing conclusion have been drawn
)onsumers used Ariel and Tide sachets for high value clothes, they preferred to use
lower#priced detergent brands for washing other clothes. t was found that pricing was a
(ey factor in consumers using different detergents for different clothes.
P$% has now chosen to bridge this price divide by lowering the sachet price of the two
detergent brands. :hile the price of a C#gm Ariel sachet has been cut from 3s ! to 3s ,
the price of a Tide sachet of C gm 4earlier it was sold in gm sachet7 has been brought
down to 3e & from 3s .
The spo(esperson e-pected that with a substantial price cut, the consumers who were
using detergents from two different price segments would now opt for Ariel and Tide
since the price barrier has been bro(en.
8n the reasons for effecting price cut on sachets even while leaving the larger pac(s
untouched, the P$% official said price cuts had already been made in the case of larger
pac(s of both detergents H Tide in CC& and Ariel in CC!. As such, they had been left
untouched.
The company did not e-pect the consumers using larger pac(s of its detergent brands to
shift in any significant way to sachets since large#pac( users belonged to the top#end of
the mar(et segment and convenience, not pricing, would be the deciding factor for them.
87
8/13/2019 tide2
88/100
$U00$TION$
88
SU""ESTIONS
8/13/2019 tide2
89/100
n the wa(e of the analysis and findings of this research study, the following
recommendations are e-tended to the management
Ariel ads always remain focused towards lower middle class but their price is
high and out of reach for lower middle class so Ariel should decrease its prices
and bring it to the level of Tide. People perceive both the detergents as equally
good, but they purchase Tide since they find it more economical.
Ariel needs to improve its pac(aging. t can introduce container pac(s which are
refillable and are very convenient to use. They can introduce the containers for a
limited time this would increase the sales and people would get a chance to use
the new and improved version of Ariel that is Ariel >n"yma-. The company to
introduce container pac(aging for its large si"e pac(s, which are usually bought
monthly.
89
8/13/2019 tide2
90/100
/I'ITATION$
9!
LIMITATIONS
8/13/2019 tide2
91/100
8/13/2019 tide2
92/100
92
BIBLIO"RAPHY
8/13/2019 tide2
93/100
BIB/IO0RAP#%
BOO3$
&. Philip 6otler; X+ar(eting +anagementY; Prentice#
8/13/2019 tide2
94/100
94
UESTIONNAIRE
8/13/2019 tide2
95/100
HU$TIONNAIR
?5 ,hen 2ou think o+ detergents which 7rand co)es to 2our )ind@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Ariel
Tide
Others
85 ,hich detergent do 2ou use@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Ariel
Tide
:5 ,hen 2ou think o+ Ariel what co)es on to* o+ 2our )ind@
O*tions No o+ res*ondents
Bright Clothes
Packaging
"ragrance
Average Detergent
Advertise)ents
;5 ,hen 2ou think o+ Tide what co)es on to* o+ 2our )ind@
Res*onse No o+ res*ondents
$logan
Packaging"ragrance
Average Detergent
0ood Detergent
5 $ince when have 2ou 7een using it@
95
8/13/2019 tide2
96/100
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
/ess than a 2ear
?1 2ears
1? 2ears
??18 2ears
8?1: 2ears'ore than : 2ears
5 ,hat do 2ou look +or when )aking a *urchase decision +or a
detergent@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
Per+or)ance
cono)2
$tatus $2)7ol
PackagingAll o+ the a7ove
Others
E5 #ow is 2our overall e6*erience with Ariel@
O*tions given to
res*ondents
No5 o+ res*ondents choosing the o*tion
!er2 0ood0ood
Average
Bad
!er2 Bad
96
8/13/2019 tide2
97/100
F5 #ow is 2our overall e6*erience with Tide@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
!er2 0ood
0ood
Average
Bad
!er2 Bad
G5 Are 2ou satis+ied with the 7rand 2ou are currentl2 using@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
%es
No
?5Please ela7orate the answer
Arie#
Res*ondents who are satis+ied 72 Ariel
Res*onse No5 o+ res*ondents
0ood Per+or)ance
Protects Color
Res*ondents who are unsatis+ied 72 Ariel
Res*onse No5 o+ res*ondents
Costl2
97
8/13/2019 tide2
98/100
Tide
Res*ondents who are satis+ied 72 Tide
Res*onse No5 o+ res*ondents
Re)oves $tains
Best detergent
/ittle Huantit2 used
Availa7ilit2
Does not har) the skin
Res*ondents who are unsatis+ied 72 Tide
Res*onse No5 o+ res*ondents
Does not *rotect color
??5 Are 2ou thinking to change the 7rand in the +uture@
O*tions given to res*ondents No5 o+ res*ondents choosing the o*tion
%es
No
?85Please give the reasons
Arie#
Res*ondents who said %$
98
8/13/2019 tide2
99/100
Res*onse No5 o+ res*ondents
I+ 7etter 7rand availa7le
,ill tr2 a new 7rand 7ut switch 7ack to
Ariel
Costl2
Res*ondents who said NO
Res*onse No5 o+ res*ondents
$atis+ied
Tide
Res*ondents who said %$
Res*onse No5 o+ res*ondents
I+ 7etter 7rand availa7le
Tr2 Ariel
Res*ondents who said NO
Res*onse No5 o+ res*ondents
$atis+ied
?:5I+ we seek 2our suggestions to i)*rove the sales o+ Ariel what
suggestions do 2ou *rovide@
99
8/13/2019 tide2
100/100
Res*onse No5 o+ res*ondents
Pro)otions
Reduce *rice
I)*rove ualit2
I)*rove *ackaging
?;5I+ we seek 2our suggestions to i)*rove the sales o+ Tide what
suggestions do 2ou *rovide@
Res*onse No5 o+ res*ondents
Pro)otions
Reduce *rice
I)*rove ualit2
I)*rove *ackaging'aintain the *osition in )arket
