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ON

CONSUMER BUYING BEHAVIOUR TOWARDS

BATHING SOAP

(LIFE-BUOY, LUX & BREEZE)

InGOLA GOKRANNATH DIST. LAKHIMPUR KHERI

In

UTTAR PRADESH

Submitted To:-

Respected Mr. V. S. Solanki Sir

IPM-MEERUT Submitted By:-

Vikash Kumar

Semester II

Session 2007-2009

Institute of Productivity & Management


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PREFACE

Research is the feedback, which any organization sought for the purpose ofeffective policy making. It is the systematic problem Analysis, model building andfact finding for the purpose of important decision -making and control in themarketing of goods and services.

Practical aspect gives more knowledge and experience than the theory and nolearning can be completed without practical aspect.

Winter training is one of the most parts of our curriculum for management students,its basic idea is to strengthen the students concept through practical training andmake them equipped with recent development.

This is a project on CONSUMER BUYING BEHAVIOUR TOWARDSBATHING SOAP in the region of Gola Gokrannath Dist. Lakhimpur Kheri.


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DECLARATION

I do hereby declare that this project entitled with THE CONSUMER

BUYING BEHAVIOUR TOWARDS THE BATHING SOAP LUX,BREEZE AND LIFE-BUOY is my own and original work. This is forfulfilling the requirement of Post Graduate Diploma in businessManagement. It has never been submitted nor been published else where.

Vikash kumar


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INTRODUCTION

FMCG Company has been playing a pivotal role in the national economy in bothrural and urban sector. HUL India's largest Fast Moving Consumer Goods withleadership in Home & Personal Care Products &Beverages plays a very importantrole in Economic and trade activities within the c ountry. HULS Brands

spread over 20 distinct consumer categories touch the lives of two out of threeIndian.

The vision of HUL is to "meet everyday needs of people everywhere- to anticipatethe aspirations of our consumer & customer & to respond creatively &competitively with branded products &services which raise the quality of life." Theobjectives is achieved through the brands that the company markets.

HUL's Brands have been household names. Some of the big Brand in soaps anddetergents are Life-Buoy, Lux, Breeze, Dove, liril, Hamam, Surf, Rin, and Wheel

In order to know about the effect of the brands "LIFE-BUOY", LUX, &BREEZE, which are very popular among the people? I have tried to study theconsumer behavior towards these soaps, although there are other brands. It has also

been seen that Life-Buoy, Breeze & Lux are popular among the rural area? Beingsoap, consumers especially teenagers are very sensitive while choosing the brand,so this has made me to study the consumer behavior towards these soaps.


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Life Buoy

Making a billion Indians feel safe and secure by meeting their health and hygieneneeds is the mission of Lifebuoy. The worlds largest selling soap offers acompelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over100 years, has been synonymous with health and value. Lifebuoy is now milledtoilet soap with a new health fragrance and a contemporary shape. The new milled

formulation offers a significantly superior bathing experience and skin feel.

Life-buoy comes in new curved shape after 109 years. Lab-tested new formulationoffers 100% better germ protection than other ordinary soaps. Brick shape, to offeran easy grip and a modern look. The new curved shape is the second major changein Lifebuoy's history, after the relaunch of 2002. In 2002, after 107 years of itsexistence as a carbolic soap, Lifebuoy was relaunched as a milled toilet soapoffering better germ protection.

Speaking on the relaunch, Mr. Sandeep Kataria, HUL's Marketing Manager -Personal Wash, said, "After the successful relaunch of 2002, Lifebuoy now gets yetanother new makeover, while strengthening its core benefit - health and hygiene

protection for the entire family."

Lifebuoy soap is available in five variants total, gold care, nature, multani mitti &orange. All the five variants are available in the new curved Shape and in newformulation. The new Lifebuoy is targeted at today's discerning housewife with a

more inclusive "family health protection for my family and me" positioning.


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LUX

The name Lux means light in Latin, however the name was chosen for its play onthe word luxury.Lux stands for the promise of beauty and glamour as one ofIndia's most trusted personal care brands. Lux continues to be a favorite withgenerations of users for the experience of a sensuous and luxurious bath.

In the country since 1929 and endorsed by popular film stars, Lux is the biggestbrand in the soap category. Lux Toilet Soap, in the popular segment, offers itsconsumers a range of soaps enriched with the goodness of a variety of nourishing

ingredients - Orchid Extracts, Milk Cream, Fruit Extracts, Saffron, Sandalwood Oiland Honey. The Lux premium range offers specialized skincare to its consumers inthe form of Lux International. It also includes Lux Body Wash for superior bathing

benefits keeping in step with the changing needs of the Lux consumer

Lux is available in seven different variants white glow, orchid, chocolate, aquasparkle, almond delight, cool wave, international. All these seven different variantsare available in 75g, 100g & 125g pack.

Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers, itarrived in the UK in 1928, offering people a chance to pamper themselves for amodest price. From the 1930s right through to the 1970s, Lux soap colours and

packaging were altered several times to reflect fashion trends. In 1958 five coloursmade up the range: pink, white, blue, green and yellow. People enjoyed matchingtheir soap with their bathroom colours.

In the early 1990s, Lux responded to the growing trend away from traditional soap

bars by launching its own range of shower gels, liquid soaps and moisturising bars.

Breeze


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Breeze is de product of Hindustan Unilever Limited. Breeze waslaunched in India By keeping in mind the middle class family of India.

This soap was launched in different shapes and size to attract all thesegments of the consumers.

Hindustan Unilever offers Breeze. Breeze scent magic is the soap thatfulfils de aspirations of women of rural India. Breeze has offered themBeauty at an affordable price, make them look and feel beautiful.Breeze comes in four fragrances rose, sandal, lime and Rajnigandha.All this at a very affordable price for the masses.

_APPROACH TOWARDS THE PROJECT

Before going into the details of the methodology it is important to understand the


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NEED OF THE STUDY

The term consumer behavior refers the behavior that consumers display in thesearching for purchasing, using, evaluating and disposing of product and services

that they expect, will satisfy their needs. Consumer is highly complex individuals,

subject to a variety of psychological needs and buying behavior. Need and priorities

of the different consumers segment differ effectively.

This project has been undertaken to understand the consumer behavior towards

different bathing soaps which are of different Brands. There is a wide range of use

of bathing soaps to take bath everywhere. How many bathing soaps are in the

market especially in non urban area and up to what limit popular product of bathing

soaps has been able to compete to the local product in terms of QUALITY

QWANTITYor INSPIRATION FACTOR to accept buying decision. How theRural People use a particular bathing soaps and how they show their attitude

towards different bathing soaps and why?

These are the core points which are needs of the study.


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OBJECTIVES OF THE STUDY

To study the awareness of these soaps among the semi-urban area i.e. withinthe locality where I used to reside GOLA GOKRANNATH Dist LAKHIMPURKHERI.

To know about the most favorite bathing soap brand of the consumer in thatparticular area.

To know what are the expectations of the buyers towards their favorite

bathing soap.

To know how the several factors like price, quality, brand name, availabilityaffects the buying decision.

To know about the market share of these bathing soaps.

To know whether they are brand loyal to the product or not.


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RESEARCH METHODILOGY

Since this research work is conducted in a semi-urban area named GOLAGOKRANNATH Dist Lakhimpur Kheri. So, I have collected all the neededinformation through two methods.

Primary Data

Secondary Data

A) For this project I have used primary data which was collected through theuse of QUESTIONAIR and PERSONAL INTERVIEW.

B) Secondary data was also used , which were collected through

a) Internet

b) Magazines

c) Management books


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LIMITATIONS

Although every effort is made to make the result accurate but almost all the report

suffers from certain limitations. The result which I obtained from this study, alsosuffers from certain limitations. The limitations of this study are as follows.

This study is done in Gola Gokrannath Dist Lakhimpur Kheri, hence thisstudy is applicable only in that particular region and not elsewhere.

Time frame of this study was limited to 10 days only (December 26 toJanuary 4).The result could be different if the time frame would have long.

I visited door to door to collect the opinion and perception about bathingsoaps and this may vary because they may be biased as the perceptionregarding their favorite brands.

Sometimes some consumers were not in full mood to give the answers of myquestions so some of the answers may not be exact.


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DATA SOURCE

Consumers Residents of GOLA GOKRANNATH DistLakhimpur Kheri U.P.

No. of sample respondents 100

Types of sampling Probability sampling including simple randomsampling.

Time frame 26 December 2007 to 4 January 2008(10 days)


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ANALYSIS


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ANALYSIS OF

CONSUMERSQUESTIONNAIRE

TO OBSERVE TEHJ NUMBER OF USERS OF SOAP

100 % users use Soaps for Bath.

INTERPRETATION:- From the above pie-chart it is clear that In Golagokarannath all the respondents with whom I asked questions are Users of soap.

100%

Percentage of

Users


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TO OBSERVE THE MARKET SHARE OF DIFFERENT

SOAPS

INTERPRETATION: - It was found that most of the people like Life-buoy i.e.38%

then the demand of Lux is 32% & Breeze is 22%. Rest of the people use other soap

like Breeze, Liril, and Margo.

Life-buoy,

38%

Breeze, 22, 22%

Others, 8, 8%

Lux, 32, 32%

Life-buoy

Breeze

Lux

Others


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TO OBSERVE THE AWARENESS OF THESE BRANDS

AMONG CONSUMERS

INTERPRETATION: - It has been found that most of the respondent 94 94 %were aware of these brands while only 6 i.e. 6 % said they are not.

Aware, 94,

94%

Not aware, 6,

6%

Aware

Not aware


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TO OBSERVE THE REASON FOR LIKING FAVORITE

BRAND

58%

8%

0%

18%

6%

10%

Hygienic

Price

Packaging

Smell

Availability

Usefulness

INTERPRETATION: - From the pie chart it is clear that most of the respondentwent with hygienic i.e. 58%, followed by smell 18% and usefulness 10%.


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TO OBSERVE THE TYPE OF FRABRANCE BEING PREFFERED

BY THE RESPONDENTS

42

7 6

35

10

0

5

10

15

20

25

30

35

40

45

No. of Users

Foamy/Thick Lather

Transparent/ Milky

Glycerine

Medicinal/ NeemSandal

INTERPRETATION:- Above Figure shows that 42 % people preferred Foamy/Thick Lather; 7 % people preferred Transparent/ Milky; 6 % people preferredGlycerin; 35 % people preferred Medicinal/ Neem and 10 % preferred sandal.

TO OBSERVE THE PRICE BEING PAID BY THE RESPONDENTS

TO PURCHASE THERE FAVOUTITTE BRAND


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26

74

loyal

Not loyal

INTERPRETATION:- As It is clear from the above pie-chart that 74% of therespondents are not loyal towards there product while 26% of the respondentsloyal towards there product they are using.

TO OBSERVE THE NUMBER OF RESPONDENTS WHO SWITCH

OVER TO ANOTHER BRAND


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48

22

12

18

0

10

20

30

40

50

60

Respondents

1-4

4-8

8-10

More than 10

INTERPRETATION:- Above figure shows that many of the consumers are switchingto another brand , with the introduction of new soaps with additional attributes.

TO OBSERVE THE NUMBER OF RESPONDENTS WHOBELIEVE THAT THERE SOAP IS SKIN FRIENDLY


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72

28

0

10

20

30

40

50

60

70

80

agree not-agree

Respondents

INTERPRETATION:- From the above bar diagram it is clear that 72 % of respondentsbelieve that their soap is skin friendly and 28 % of respondents believe that their soap is skin

friendly.

TO OBSERVE THE NUMBER OF TIMES RESPONDENTS WHO

SWITCH OVER TO ANOTHER PRODUCT


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49

18

33once

twice

many times

INTERPRETATION:- From the above pie-chart it is clear that the maximum

number of times the respondents switch over to another brand is 49, followed by33 and 18.

TO OBSERVE THE VARIOUS ATTRIBUTES ON THE BASIS OF

WHICH THE RESPONDENTS SELECT THERE PRODUCTS


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25

35

25

10

5

0510

152025303540

resp

onde

nts

Brand name

Quality

Price

Advertisement

Attractive offers

INTERPRETATION:- From the above diagram we can see that among variousattributes the maximum factor which is being considered for the purchase of soapis quality and then price and brand name respectively.

TO OBSERVE THE SOURCES OF INFFORMATIONABOUT

ANY

SOAP BRAND


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INTERPRETATION: - It has been found that the main source of information ofthe respondents about their favorite soap is T.V., and then shop keeper and thenother sources come.

0

4

8

12

16

20

24

28

32

36

40

News

paper

radio T.V. Shop

keepers

By

others Series1


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TO OBSERVE THE BRAND LOYALTY TOWARDS

LIFE-BUOY, LUX & BREEZE

BRAND LOYALTY

Series1,

1, 17,

34%

Series1,

2, 33,

66%

1

2

INTERPRETATION: - It was found that only 34% respondents were ready topurchase another brand, rest 66% respondents were brand loyal.


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TO OBSERVE THE FACTORS INFLUENCINGING

BUYING DECISION

INTERPRETATION:- It was found that most of the respondents wereinfluenced by brand and the price of the soap. Then availability, Fragrance andpackaging also influence their buying decision.

31%

4%

10%20%

35%

Price Packaging Fragrance Offers Advertisements


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TO OBSERVE THE AGE DISTRIBUTION OF THE

SAMPLE OF THE USER OF THESE SOAPS

INTERPRETATION:- Thus from the graph it can be seen that the maximum userof these brands are between the age group of 28-37 yrs. This is more than 35%.

0%

5%

10%

15%

20%

25%

30%

35%

40%

% use

less than

18 yrs.

18-27

yrs.

28-37

yrs.

38-47

yrs.

48 and

more

Age distribution

PEOPLE


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DATA ANALYSIS OF THE SURVEY

The no. of sample respondents were 100 of which 76% were male (76) and 24%

were female (24).The respondents were from semi-urban area.

1) AWARENESS & MODE OF AWARENESS OF THE100USER OF LIFE-BUOY, LUX & BRREZE.

From the survey it has been found that 94% of the respondents were aware of thebrand while 6% were unaware of the brand.

Out of the 100 respondents only 38 are the user of "Life-Buoy", 32 are user ofLUX, 22 are user of BRREZE & rest 8 are other brand user. Consumers aremore aware about the brand through the mode of advertisement that is 19, 31 arefollowed by the retailer, reference group. Awareness through advertisement ismaximum.

2) DEMOGRAPHIC OF THE USER OF LIFE-BUOY, LUX & BREEZE.

Generally the consumption rate of these soaps is found more among the higher agegroup i.e. 28-37yrs that is more than 35%, followed by the older group i.e. 38-47yrs i.e. 33% followed by the other age group, which are more than 48yrs i.e.above 20% followed by 18-27yrs and less than 18yrs.

3) PREFERENCE OF THE ATTRIBUTES OF THEES SOAPS USER.

One of the most important things which I noticed among the user of these brandswas the preference of the attributes, which plays a vital role in purchasing these

brands. Attributes like hygienic (58%), protection from the germs is highlypreferred in comparison to other attributes. It was also seen that smell was alsofavoured by many of the respondents.


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It is also seen that in the case of non availability (8%) consumers are ready to purchase other brands. More over another main reason is smell (18%) andusefulness (10%) which few of the consumers ranked, followed by the price (6%)and packaging.

4) BRAND LOYALTY OF THE USERS OF THESE SOAPS.

Out Of the total users 66% user are brand loyal. And 34% can purchase anotherbrand. It is found that Life-buoy is preferred in that particular area because of itsbetter germ protection and smell, while Dettol is preferred as an antiseptic soapand Lux is as beauty soap.

5) ABOUT BUYING DECISION.

Buying decision of the consumers of these areas depends upon their monthlyincome, in low income family the decisions are taken by the parents and eldermember of the family, but where monthly income is comparatively high therechildren also take part in this decision.


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RECOMMENDATION

Life-buoy and Breeze should offer in big size in low price with improved

smell.

Breeze should try to attract more and more customer by changing theirpackaging and shape just like Lux did.

Life-buoy should not only focus on the health of the consumer but also theother features just like Lux focusing on beauty.

Lux should reduce its price so that its sale could be increased even more.

QUESTIONNARE


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Dear Respondent

I am Doing MBA program INSTITUTE OF PRODUCTIVITY AND MANAGEMENT,MEERUT. Where I have been given a winter project .The title of my research is To study theconsumer behavior towards different soap brands.

Its my humble request to you to please help me complete this questionnaire.

NAME:-AGE:-SEX:-EDUCATIONAL QUALIFICATION:-OCCUPATION

ADDRESS:-CONTACT NO:-

(Note :- Please tick mark () the appropriate option.)

a. Do you use Soaps for every bath/ shower?Yes ( )No ( )

b. How many bath soaps do you buy for your household every month?

1-3 ( )4-6 ( )More than 6 ( )

3. Which kind of bath soaps do you like?Foamy / Thick lather ( )Transparent/ Milky ( )Glycerine ( )Medicinal/ Neem ( )Sandal ( )

4. What is the standard price you pay for your soap?a) 5 to 10b) 10 to 15c) 15 or more

5. Do you know Lifebuoy, Breeze, Lux?Yes ( ) No ( )

6. How do you come to know about your favorite brand?


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a) News paper [ ] b) Radio [ ] c) T. V. [ ] d) Shop keeper [ ] e) By others [ ]

7. Which soap do you use?

a) Life-buoy ( )

b) Lux ( )

c) Breeze ( )

d) Other (Please Specify) ( )

8.What is the reason for liking your favorite brand?

a) Hygienic [ ] b) Price [ ] c) Packaging [ ]d) Smell [ ] e) Availability [ ] f) Usefulness [ ]

9. From how long you are using this Brand?

__________________________________________

10. Is your soap is Skin Friendly?

Agree ( )

Not-Agree ( )

11. What kind of perfume do you like your soap to yield?

___________________________________________

12. Do you change from one brand of soap to another?

Yes ( )

No ( )

13 If Yes, which brand and why?

________________________________________________________________________________________________________________________

14 How often did you change brands in the last 6 months?

0nce ( )

Twice ( )


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Many times ( )

15. Which was your favorite brand prior to this brand and why?

____________________________________________________________

16. Which factors do you give priority while purchasing your Brand?

a. Brand Name ( )

b. Quality ( )

c. Price ( )

d. Advertisement (

e. Attractive Offers ( )

17. In the near future do you like any changes in your Brand?

______________________________________________________________________________________________________________________

18. Any suggestion for the improvement of the brand?

___________________________________________________________

THANK YOU

BIBLIOGRAPHY


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BOOKS:

Marketing Management Philip Kotler

Marketing Research Boyd

Research Methodology C.R.Kothari

WEBSITES:

www.hll.com

www.wikipedia.org

www.google.com

DATA ANALYSIS OF THE SURVEY
http://www.hll.com/http://www.wikipedia.org/http://www.google.com/http://www.hll.com/http://www.wikipedia.org/http://www.google.com/


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The no. of sample respondents were 100 of which 76% were male (76) and 24%were female (24).The respondents were from semi-urban area.

1) AWARENESS & MODE OF AWARENESS OF THE100

USER OF LIFE-BUOY, LUX & BRREZE.From the survey it has been found that 94% of the respondents were aware of the

brand while 6% were unaware of the brand.

Out of the 100 respondents only 38 are the user of "Life-Buoy", 32 are user ofLUX, 22 are user of BRREZE & rest 8 are other brand user. Consumers aremore aware about the brand through the mode of advertisement that is 19, 31 arefollowed by the retailer, reference group. Awareness through advertisement ismaximum.

2) DEMOGRAPHIC OF THE USER OF LIFE-BUOY, LUX & BREEZE.

Generally the consumption rate of these soaps is found more among the higher agegroup i.e. 28-37yrs that is more than 35%, followed by the older group i.e. 38-47yrs i.e. 33% followed by the other age group, which are more than 48yrs i.e.above 20% followed by 18-27yrs and less than 18yrs.

3) PREFERENCE OF THE ATTRIBUTES OF THEES SOAPS USER.

One of the most important things which I noticed among the user of these brandswas the preference of the attributes, which plays a vital role in purchasing these

brands. Attributes like hygienic (58%), protection from the germs is highlypreferred in comparison to other attributes. It was also seen that smell was alsofavoured by many of the respondents.

It is also seen that in the case of non availability (8%) consumers are ready to purchase other brands. More over another main reason is smell (18%) andusefulness (10%) which few of the consumers ranked, followed by the price (6%)


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and packaging.

4) BRAND LOYALTY OF THE USERS OF THESE SOAPS.

Out Of the total users 66% user are brand loyal. And 34% can purchase anotherbrand. It is found that Life-buoy is preferred in that particular area because of itsbetter germ protection and smell, while Dettol is preferred as an antiseptic soapand Lux is as beauty soap.

5) ABOUT BUYING DECISION.

Buying decision of the consumers of these areas depends upon their monthlyincome, in low income family the decisions are taken by the parents and eldermember of the family, but where monthly income is comparatively high therechildren also take part in this decision.


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C ONCLUSION

The most important skill I feel are needed in the job include: research skills,systematic organizational skills, accuracy and attention to detail, basic computerskills, the ability to communicate effectively the ability to develop and maintainrelationship, initiative and the ability to work independently on a project but also

be an integral part of the research.

Thus from the findings and data analysis it could be concluded that study on the buying behavior towards bathing soap of the respondents of GOLA

GOKRANNATH Dist Lakhimpur Kheri gave me a lot of knowledge, informationand confidence. And on that basis I can say that the consumption of these brandswould be increased through more awareness about the brand, through easyavailability at the shop. Moreover, it can be said that, despite of changing lifestyleof consumer the soap has always tried to be at part with the needs of theconsumers.

Since GOLA GOKRANNATH is a town in which there are many schools andcolleges hence the most often soap being preferred by the students is Life-buoy

hence it may be concluded that more of the fragrances shapes and sizes of the soapshould be introduced so that the growth of the soap could be increased in that area.

At last I would like to conclude that since Gola is a town in which majority of theusers are from middle class family hence such types of products should beintroduced which can satisfy the consumers at the affordable price.


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ANALYSIS OF

CONSUMERSQUESTIONNAIRE

TO OBSERVE TEHJ NUMBER OF USERS OF SOAP

100 % users use Soaps for Bath.

INTERPRETATION:- From the above pie-chart it is clear that In Golagokarannath all the respondents with whom I asked questions are Users of soap.

100%

Percentage of

Users


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TO OBSERVE THE TYPE OF FRABRANCE BEING PREFFERED

BY THE RESPONDENTS

42

7 6

35

10

0

5

10

15

20

25

30

35

40

45

No. of Users

Foamy/Thick Lather

Transparent/ Milky

Glycerine

Medicinal/ NeemSandal

INTERPRETATION:- Above Figure shows that 42 % people preferred Foamy/Thick Lather; 7 % people preferred Transparent/ Milky; 6 % people preferredGlycerin; 35 % people preferred Medicinal/ Neem and 10 % preferred sandal.

TO OBSERVE THE PRICE BEING PAID BY THE RESPONDENTS

TO PURCHASE THERE FAVOUTITTE BRAND


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26

74

loyal

Not loyal

INTERPRETATION:- As It is clear from the above pie-chart that 74% of therespondents are not loyal towards there product while 26% of the respondentsloyal towards there product they are using.

TO OBSERVE THE NUMBER OF RESPONDENTS WHO SWITCH

OVER TO ANOTHER BRAND


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48

22

12

18

0

10

20

30

40

50

60

Respondents

1-4

4-8

8-10

More than 10

INTERPRETATION:- Above figure shows that many of the consumers are switchingto another brand , with the introduction of new soaps with additional attributes.

TO OBSERVE THE NUMBER OF RESPONDENTS WHO

BELIEVE THAT THERE SOAP IS SKIN FRIENDLY


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72

28

0

10

20

30

4050

60

70

80

agree not-agree

Respondents

INTERPRETATION:- From the above bar diagram it is clear that 72 % of respondentsbelieve that their soap is skin friendly and 28 % of respondents believe that their soap is skinfriendly.


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25

35

25

105

05

10152025303540

re

spon

dents

Brand name

Quality

Price

Advertisement

Attractive offers

INTERPRETATION:- From the above diagram we can see that among variousattributes the maximum factor which is being considered for the purchase of soapis quality and then price and brand name respectively.


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ANALYSIS

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