Santosh Maurya

“Consumer Behaviour of The Detergent Powder in Kanpur”

PREFACE

A project provides the most natural condition under which students can learn and get success in solving the problems of their day-to-day activities. It helps a student to learn, to improvise, to intent, to experiment, to find knowledge in all possible ways and to translate that knowledge into action. It is a scientific method of imparting knowledge based on principles of practical experiences and creative activities. With the growth of rapid industrialization, the need of management is felt everywhere. Management, in the modern times primarily means handling men, machine, money and material in the most optimum manner. To introduce this practical aspect of management education a Project Research Report is obligatory requirement for the partial fulfillment of M.B.A. degree at Pranveer Singh Institute of Technology Kanpur. Our project was “Consumer

Behaviour of The Detergent Powder in Kanpur”.

i

ACKNOWLEDGEMENT

At the very out set, I would like to express my deep sense of gratitude to Mr. PANKAJ KANT DIXIT Lecturer, P.S.I.T KANPUR was kind enough to help me and by his continuous guidance I could gather versatile information and knowledge about different aspects of the project. I am also grateful to our Director Prof. S.J. PANDEY who has always been a source of strength and motivation for all of us. I would like to express my deep gratitude to Mr. PANKAJ KANT DIXIT who provided me with the opportunity to undergo the summer training in the organization of such high repute, and guided us at every step. I would also like to thank my faculty members, friends and family members for all their unconditional support.

(AJAY VERMA) MBA II Semester Roll no. 0716470043

ii

TABLE OF CONTENT 1.

PREFACE

2.

ACKNOWLEDGEMENT

3.

SOAP & DETERGENT INDUSTRY PROFILE

4.

COMPANY PROFILE

5.

PRODUCT PROFILE

6.

INTRODUCTION TO TOPIC

7.

RESEARCH – AN OVERVIEW

8.

RESEARCH METHODOLOGY

9.

ANALYSIS & INTERPRETATION OF DATA.

10. FINDINGS 11. SUGGESTIONS 12. LIMITATIONS 13. SWOT

OF STUDY

ANALYSIS

14. CONCLUSION 15. QUESTIONNAIRE

INDUSTRY PROFILE

Industry Overview The soap and detergent manufacturing industry includes about 700 companies with combined annual revenue of $17 billion. Major companies in the consumer sector include divisions of Procter & Gamble (P&G); Unilever; and Dial. Major companies in the commercial sector include divisions of Ecolab and US Chemical. The industry is highly concentrated: the top 50 companies hold almost 90 percent of the market.

Competitive Landscape Population growth, particularly households with children, drives demand in the consumer sector, while economic growth drives demand in the commercial sector. The profitability of individual companies depends on efficient operations and effective sales and marketing. Large companies have scale advantages in purchasing, manufacturing, distribution, and marketing. Small companies can compete effectively by offering specialized products, providing superior customer service, or serving a local market. The industry is capital-intensive: average annual revenue per worker is over $700,000. The industry is about evenly split between the consumer and commercial segments. Both segments are highly competitive, with large companies spending millions to maintain market share.

Products, Operations & Technology Major products include laundry detergent, soap, dishwashing detergent, and toothpaste. Laundry detergent accounts for 40 percent of industry revenue, soap for 20 percent, and dishwashing detergent for 15 percent.

Raw materials include surfactants, solvents, phosphates, silicates, alkalis, salts, and perfumes. Suppliers include major chemical manufacturers like Shell Chemical and Dow. P&G has a separate business unit that manufactures key chemicals as part of a global supply network. Packaging is about 20 percent of product costs, and includes bags, boxes, bottles, tubes, and labels.

Companies may rely on or provide third-party contract manufacturing services. Large companies may own multiple plants, including many facilities outside the US.

Soap and detergent manufacturing is highly automated, and involves significant capital investment in plants and equipment. Computers control production equipment and inventory management. Many companies use electronic data interchange (EDI) to optimize the purchasing process. Due to the high level of automation, the average plant has fewer than 20 employees.

R&D involves creating, testing, and improving product formulation, and evaluating environmental compatibility. Technological advances have reduced the amount of product needed, thereby reducing the amount of packaging. Micro

encapsulation technology allows manufacturers to deliver unstable ingredients, like vitamin C, through soap to the skin. Manufacturers also test new enzymes and bleaches that improve the efficacy of products.

History of detergent and soap industry

The origins of personal cleanliness date back to prehistoric times. Since water is essential for life, the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed mud off their hands.

A soap-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soapmaking was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes, which is a method of making soap, but do not refer to the purpose of the "soap." Such materials were later used as hair styling aids.

Records show that ancient Egyptians bathed regularly. The Ebers Papyrus, a medical document from about 1500 B.C., describes combining animal and vegetable oils with alkaline salts to form a soap-like material used for treating skin diseases, as well as for washing.

At about the same time, Moses gave the Israelites detailed laws governing personal cleanliness. He also related cleanliness to health and religious purification. Biblical accounts suggest that the Israelites knew that mixing ashes and oil produced a kind of hair gel.

The early Greeks bathed for aesthetic reasons and apparently did not use soap. Instead, they cleaned their bodies with blocks of clay, sand, pumice and ashes, then anointed themselves with oil, and scraped off the oil and dirt with a metal instrument known as a strigil. They also used oil with ashes. Clothes were washed withoutsoap in streams.

Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay soil along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort.

The ancient Germans and Gauls are also credited with discovering a substance called soap, made of tallow and ashes, that they used to tint their hair red.

As Roman civilization advanced, so did bathing. The first of the famous Roman baths, supplied with water from their aqueducts, was built about 312 B.C. The baths were luxurious, and bathing became very popular. By the second century A.D., the Greek physician, Galen, recommended soap for both medicinal and cleansing purposes.

After the fall of Rome in 467 A.D. and the resulting decline in bathing habits, much of Europe felt the impact of filth upon public health. This lack of personal

cleanliness and related unsanitary living conditions contributed heavily to the great plagues of the Middle Ages, and especially to the Black Death of the 14th century. It wasn't until the 17th century that cleanliness and bathing started to come back into fashion in much of Europe. Still there were areas of the medieval world where personal cleanliness remained important. Daily bathing was a common custom in Japan during the Middle Ages. And in Iceland, pools warmed with water from hot springs were popular gathering places on Saturday evenings.

Soapmaking was an established craft in Europe by the seventh century. Soapmaker guilds guarded their trade secrets closely. Vegetable and animal oils were used with ashes of plants, along with fragrance. Gradually more varieties of soap became available for shaving and shampooing, as well as bathing and laundering. Italy, Spain and France were early centers of soap manufacturing, due to their ready supply of raw materials such as oil from olive trees. The English began making soap during the 12th century. The soap business was so good that in 1622, King James I granted a monopoly to a soapmaker for $100,000 a year. Well into the 19th century, soap was heavily taxed as a luxury item in several countries. When the high tax was removed, soap became available to ordinary people, and cleanliness standards improved.

Commercial soapmaking in the American colonies began in 1608 with the arrival of several soapmakers on the second ship from England to reach Jamestown,

VA. However, for many years, soapmaking stayed essentially a household chore. Eventually, professional soapmakers began regularly collecting waste fats from households, in exchange for some soap.

A major step toward large-scale commercial soapmaking occurred in 1791 when a French chemist, Nicholas Leblanc, patented a process for making soda ash, or sodium carbonate, from common salt. Soda ash is the alkali obtained from ashes that combines with fat to form soap. The Leblanc process yielded quantities of good quality, inexpensive soda ash.

The science of modern soapmaking was bom some 20 years later with the discovery by Michel Eugene Chevreul, another French chemist, of the chemical nature and relationship of fats, glycerine and fatty acids. His studies established the basis for both fat and soap chemistry.

Also important to the advancement of soap technology was the mid-1800s invention by the Belgian chemist, Ernest Solvay, of the ammonia process, which also used common table salt, or sodium chloride, to make soda ash. Solvay's process further reduced the cost of obtaining this alkali, and increased both the quality and quantity of the soda ash available for manufacturing soap. These scientific discoveries, together with the development of power to operate factories, made soapmaking one of America's fastest-growing industries by 1850. At the same time, its broad availability changed soap from a luxury item to an

everyday necessity. With this widespread use came the development of milder soaps for bathing and soaps for use in the washing machines that were available to consumers by the turn of the century.

The chemistry of soap manufacturing stayed essentially the same until 1916, when the first synthetic detergent was developed in Germany in response to a World War I-related shortage of fats for making soap. Known today simply as detergents, synthetic detergents are non-soap washing and cleaning products that are "synthesized" or put together chemically from a variety of raw materials. The discovery of detergents was also driven by the need for a cleaning agent that, unlike soap, would not combine with the mineral salts in water to form an insoluble substance known as soap curd.

Household detergent production in the United States began in the early 1930s, but did not really take off until after World War II. The war-time interruption of fat and oil supplies as well as the military's need for a cleaning agent that would work in mineral-rich sea water and in cold water had further stimulated research on detergents. The first detergents were used chiefly for hand dishwashing and fine fabric laundering. The breakthrough in the development of detergents for all-purpose laundry uses came in 1946, when the first "built" detergent (containing a surfactant/builder combination) was introduced in the U.S. The surfactant is a detergent product's basic cleaning ingredient, while the builder helps the

surfactant to work more efficiently. Phosphate compounds used as builders in these detergents vastly improved performance, making them suitable for cleaning heavily soiled laundry.

By 1953, sales of detergents in this country had surpassed those of soap. Now detergents have all but replaced soap-based products for laundering, dishwashing and household cleaning. Detergents (alone or in combination with soap) are also found in many of the bars and liquids used for personal cleansing.

Since those early achievements in detergent and builder chemistry, new product activity has continued to focus on developing cleaning products that are efficient and easy to use, as well as safe for consumers and for the environment. Here's a summary of some of those innovations:

1950s Automatic dishwasher powders Liquid laundry, hand dishwashing and all-purpose cleaning products Fabric softeners (rinse-cycle added) Detergent with oxygen bleach

1960s Prewash soil and stain removers Laundry powders with enzymes Enzyme presoaks

1970s Liquid hand soaps Fabric softeners (sheets and wash-cycle added) Multifunctional products (e.g., detergent with fabric softener)

1980s Detergents for cooler water washing Automatic dishwasher liquids Concentrated laundry powders

1990s Ultra (superconcentrated) powder and liquid detergents Ultra fabric softeners Automatic dishwasher gels Laundry and cleaning product refills

Laundry Soap Soaps are salt of the fatty acids or mixtures of such salts. Their are two kinds of soaps namely water-soluble and water insoluble. Soaps are prepared either by neutralizing the preformed fatty acid with alkalis or by direct Specification of a fat or mixture of fats most popular surfactant that finds applications in household sector as well as in industrial sector. However, as far as demand is concerned household applications are clearly dominating partners. The demand for laundry soap is increasing day by day. There is very good scope for new investment. You can launch of this units. Plant capacity: 2 Tonnes/Day

Plant & machinery: Rs. 11.2 Lakhs

Working capital: Rs. 23.0 Lakhs

T.C.I: Rs. 60.4 Lakhs

Return: 33.99%

Break even: 62.70%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

•

One Crore is equivalent to ten million (10,000,000)

•

T.C.I is Total Capital Investment

Toilet Soap In the modern society due to awareness towards the hygiene, Toilet soap has how become the necessity of life. Urbanization and development to tourism industry has led to both increase in demand and improvement in the product quality. New technologies have also contributed their bit in the development process. As a result today the markets are flooded with a variety of soaps varying in both physical and functional attributes. Various types of soaps available can broadly be categorized into three categories namely perfumed soap, carbolic soaps and medicated soaps. There is a tremendous scope for production in both of small and large scale due to the exponential growth of soap demands. The new entrepreneur can invest in this project.

Plant capacity: 1000 Kegs/Day

Plant & machinery: Rs. 7.40 Lakhs

Working capital: Rs. 37.88 Lakhs

T.C.I: Rs. 75.53 Lakhs

Return: 4941.00%

Break even: 4034.00%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).

•

One Crore is equivalent to ten million (10,000,000).

•

T.C.I is Total Capital Investment.

Detergent Cake & Washing Powder Detergent is complete washing or cleaning products. The synthetic detergent industry is one of the largest chemical process industries. Some important uses of detergent cake and powder are in hand soaps and shampoo; special protective creams, like cold creams, varnishing creams; cosmetics; cleaning of glass, metal painted surfaces; washing and treatment of food; household washing; removal of gelatin films; making antiseptic soaps etc. Detergent is doing an infinitely superior job of cleaning. Present demand for detergent is 29,25,000 tones while that of soap is 12,55,000 tones. This industry has vast resources for earning profit and is a good investment policy for entrepreneurs.

Plant capacity: 600 Kgs/ Day

Plant & machinery: Rs. 2.98 Lakhs

Working capital: Rs. 11.81 Lakhs

T.C.I: Rs. 27.19 Lakhs

Return: 35.06%

Break even: 55.03%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

•

One Crore is equivalent to ten million (10,000,000)

•

T.C.I is Total Capital Investment

Cleaning Powder For Utensils (Vim Type Powder) The powder commonly employed for the cleaning of household utensils is known as utensils cleaning powder. It is available in the market in various trade names such as Vim, Biz etc. The manufacture of utensils cleaning powder is very simple and involve only mixing in proper quantity as given in formulation. There are hundreds of small-scale units manufacturing cleaning powder and Govt. of India has reserved if for small or tiny units. There is no good market for sub-standard product, as it is available in plenty in the market. Of course, there is a heavy demand of good quality utensils cleaning powder.

Plant capacity: 800 Bags/Day

Plant & machinery: Rs. 6.2 Lakhs

Working capital: Rs. 19.5 Lakhs

T.C.I: Rs. 33.3 Lakhs

Return: 52.69%

Break even: 46.53%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

•

One Crore is equivalent to ten million (10,000,000)

•

T.C.I is Total Capital Investment

Liquid Detergent When detergent is mentioned, the cake, bar or powder usually comes to mind. For small manufacturers, the best advice on making liquid detergents is to purchase an intermediate dodecyl benzene sulphonic acid (DDBSA) better known as acid slurry from primary producers. Liquid detergents, which actually proceeded powders, are used mainly for fine wash and dish washing. It can undoubtedly be said that liquid detergents are an important part of today’s cleanser markets of developed countries. In India, liquid detergent is still under development stage, except that is used in large quantities in textile mills for wet processing for textile goods. There are few organized and many unorganized sectors engaged in the manufacturing of liquid detergent. It has got good market over solid detergent. So it can be concluded that few entrepreneurs may enter in this fields. Plant capacity: 400 Kgs/Day

Plant & machinery: Rs. 14.60 Lakhs

Working capital: Rs. 16.53 Lakhs

T.C.I: Rs. 60.64 Lakhs

Return: 26.03%

Break even: 60.43%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)

•

One Crore is equivalent to ten million (10,000,000)

•

T.C.I is Total Capital Investment.

Soap Coated Paper This product is handy and cheap and has versatile application. It is useful during traveling as one can carry in his pocket and after use it can be discarded. Being a hand and portable item, its popularity is grate and as it is cheap, common man can afford it. There are a limited number of manufacturers producing this product and there be greater through proper advertisement. Hence its market potential is prosperous and a new entrepreneur can go in for this trade as it has great scope for a bright future.

Plant capacity: 90 Kgs /Day

Plant & machinery: Rs. 3.60 Lakhs

Working capital: Rs. 6.11 Lakhs

T.C.I: Rs. 18.20 Lakhs

Return: 40.83%

Break even: 53.47%

Information •

One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).

•

One Crore is equivalent to ten million (10,000,000).

T.C.I is Total Capital Investment.

INTRODUCTION OF THE TOPIC

RESEARCH AND OVERVIEW

RESEARCH --- MEANING Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic research for pertinent information on a specific topic. In fact, Research is an art of scientific investigation. The Advanced Learner’s Dictionary Of Current English lays down the meaning of research as “ A careful investigation or inquiry especially through search for new facts in any branch of knowledge. ” Research can be defined as “ logical and systematized application of the fundamentals of science to the general and overall questions of a study, and scientific techniques which provide precise tools, and specific procedures and technical, rather than philosophical means for getting and ordering the data prior to their logical and manipulation.” Research represents “ a systematic method of exploring actual persons and groups, focused primarily on their experience within their social worlds, inclusive of social attitudes and values, the mode of analysis of these experiences which permit stating proposition in the form.” In short, search for knowledge through objective and systematic method of finding solution to a problem is research.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings:

1.

To gain familiarity with a phenomenon or to achieve new insights into it (Studies with this object in view are termed as exploratory research studies).

2.

To portray accurately the characteristics of a particular Individual, situation or a group (studies with this object in view are known as descriptive research Studies).

3.

To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies).

4.

To test a hypothesis of a causal relationship between variables (such studies Are known as Hypothesis-testing research studies).

RESEARCH PROCESS Research process consists of a number of closely related activities. Various steps involved in a research process are not mutually Excolusive nor they are separate and distinct. Researcher has to be constantly anticipating at each step in the research process the requirements of the subsequent steps. However, the following order concerning various steps provides a useful procedural guideline regarding the research process.

1. Formulate the research problem. 2. Determine the research design. 3. Determine the data collection methods and forms. 4. Design data collection forms. 5. Design sample and collect data. 6. Analyze and interpret the data. 7. Prepare the final research report.

RESEARCH METHODOLOGY

SAMPLING DESIGN Once the problem of research is decided, the next area of immediate concern is the adoption of research design.

The researcher will decide how the information will be collected? There are two important sources of collection of information.

1. CENSUS 2. SAMPLE

In case the data is to be collected from each member of the population of interest, it is known as the census survey. If, data are to be collected from each member of the population of interest, it is known as the Sample survey.

Advantages of Sampling

1. Sampling can save time and money. A sample study is usually less expensive than a census study and produces results at a relatively faster speed.

2. Sampling may enable more accurate measurement for a sample study, and is generally conducted by trained and experienced investigators. 3. Sampling remains the only way when the population contains infinitely many members. 4. Sampling remains the only choice when the test involves the destruction of the item under study. 5. Sampling study usually enables to estimate the sampling errors and thus assists in obtaining information concerning some characteristics of the population.

STEPS IN SAMPLING DESIGN While developing a sampling design, primary attention was paid to the following points:

1. Type of Universe The first step in developing any sampling design is to clearly define the set of objects, called the universe, to be studied. The universe can be finite or infinite. In finite universe the number of items is certain, but in case of an infinite universe the number of items is infinite The population of a city, number of workers in a factory are the examples of a finite universe.

The number of stars in the sky, listeners of a specific radio programme etc are examples of infinite universe. •

In this research work, while studying the consumer satisfaction, the entire Kanpur city, is taken as the Universe. The universe is finite in nature.

2. Sampling Unit: A decision has to be taken concerning a sampling unit before selecting a sample. Sampling unit may be geographical one such as state, district, village etc. or a construction unit such as house, flat, etc. or it may be social unit such as a family, club, school, etc. or it may be an individual. •

Here in this research work since, main aim was to study the consumer satisfaction of Xpert Bartan bar as a result of which mostly housewives from various areas of the city were surveyed and data was collected from them, so we can say that sampling unit is individual housewives.

3. Source list: It is also known as a sampling frame from which sample is to be drawn. It contains the names of all items of a universe (in case of finite universe only.) Such a list should be comprehensive, correct, reliable and appropriate. It is extremely important for the source list to be as representative of the population as possible.

•

Here in this research work, individuals from various areas of the city were surveyed and the data was collected from them. List of various areas from were individuals were selected for conducting a survey are as follows:

1. GOVIND NAGAR 2. MASWANPUR 3. BARRA 4.

4. Size of Sample This refers to the number of items to be selected from the universe to constitute a sample. The size of sample should neither be excessively large, nor too small. It should be optimum an optimum sample is one, which fulfills the requirements of efficiency, representative ness, reliability, and flexibility.

•

Here in this research work, from the various areas of the city mentioned above, 120 respondents were selected which consisted of housewives, and a survey was conducted on them.

5. Parameters of interest: In determining the sample design, one must consider the question of the specific population parameters, which are of interest. For instance, we may be interested in estimating the proportion of persons with some characteristics in the population, or we may be interested in knowing some average or the other measure concerning the population. •

Here in this research work, main aim was to determine the extent to which the respondents are satisfied with the performance of Xpert bartan bar, a Ghari product, with respect to other similar brands available in the market.

6. Budgetary Constraints

Cost considerations, from practical point of view, have a major impact upon decisions relating to not only the size of the sample but also to the type of sample. •

Since we were also, suffering from the budgetary constraints both in terms of money and time, as a result it was not possible to conduct the survey on the entire universe. As a result we selected those Areas which were within our reach. Keeping in mind the budget our sample size was also restricted to 120 respondents only.

7. Sampling Technique Finally, decision is to be made about the technique to be used in selecting the items for the sample. Obviously, that technique must be chosen for which has a small sampling error, for a given sample size and for a given cost. •

Here, in this research work area wise sampling is done A non probability method of sampling is used. Since, Quota sampling is widely used for conducting consumer surveys as a result of which Quota sampling technique was adopted.

Analysis and Interpretation of data

1.

S.NO

STATUS

XPERT

VIM

1.

POOR

5%

0%

2.

AVERAGE

29%

74%

3.

GOOD

65%

26%

4.

CAN’T SAY

1%

0%

BURNED STAINS REMOVAL POWER

No.of Consumers

Burned Stains Removal Power 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Xpert Vim

Poor

2.

Avg.

Good

Can,t say

STATUS STATUS

S.NO. S.NO.

XPERT XPERT

VIM VIM

1. 1.

POOR POOR

1% 6%

1% 9%

2. 2.

AVERAGE

16% 61%

26% 45%

3. 3.

GOOD GOOD

30% 83%

43% 73%

4. 4.

CAN’T SAY CAN’T SAY

3% 0%

3% 0%

OIL CLEANING POWER.

Oil Cleaning Power 100% 83%

No.of Consumers

90%

73%

80% 70% 60%

Xpert

50%

Vim

40%

26%

30%

16%

20% 10%

1% 1%

0% 0%

0% Poor

Avg.

Good

Can,t say

PERFUME

Perfume 100%

No.of Consumers

90% 80% 70%

61%

60% 45%

50% 40%

Xpert

43%

Vim

30%

30% 20% 10%

6%

9%

3% 3%

0% Poor

4.

Avg.

Good

Can,t say

S.NO. 1. 2. 3. 4.

STATUS POOR AVERAGE GOOD CAN’T SAY

XPERT 20% 64% 8% 8%

VIM 1% 30% 60% 9%

COLOUR

Colour 100% 90%

No.of Consumers

80% 64%

70%

60%

60%

Xpert

50%

Vim

40% 30%

30% 20%

20% 10%

8%

8% 9%

1%

0% Poor

Avg.

Good

Can,t say

5.

S.NO. 1. 2. 3. 4.

STATUS POOR AVERAGE GOOD CAN’T SAY

XPERT 71% 29% 0% 0%

VIM 18% 47% 35% 0%

MELTING STATUS

Melting Power 100% 90% No.of Consumers

80%

71%

70% 60% 40% 30% 20%

Xpert

47%

50%

Vim

35%

29% 18%

10%

0%

0% 0%

0% Poor

Avg.

Good

Can,t say

6. S.NO. 1.

STATUS POOR

XPERT 24%

VIM 16%

2.

AVERAGE

41%

11%

3.

GOOD

11%

62%

4.

CAN’T SAY

24%

11%

AVAILABILITY

Availability 100% 90% No.of Consumers

80% 70%

62%

60% 50%

Xpert

41%

Vim

40% 30% 20%

24%

24% 16%

11%

11%

11%

10% 0% Poor

7.

Avg.

Good

Can,t say

S.NO.

STATUS

XPERT

1.

YES

84%

2.

NO

16%

ADVERTISEMENT VISUALITY

No.of Consumers

Advertisement Visuality 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Xpert

84%

16% Yes

S.NO.

STATUS

No

ELEC.MEDIA PRINTMEDIA

1.

YES

84%

69%

2.

NO

16%

31%

USE OF VARIOUS MEDIAS TO WATCH THE ADVERTISEMENT.

No. of Consumer in %

W atch ed th e Ad vertisem en t o f X p ert 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

84% 69% E lec tronic M edia 31% 16%

Y es

S.NO.

P rint M edia

No

ATTRIBUTES

XPERT

1.

PACKAGING

31%

2.

CLEANING

20%

3.

FOAMING

26%

4.

PERFUME SUGGESTIONS MELTING RATE PRICE COLOUR PERFUME OTHERS AVAILABILITY OTHERS

S.NO. 1. 5. 2. 3. 6. 4. 5.

13% XPERT 40% 5% 33% 15% 5% 7% 5%

LIKING IN XPERT

Xpert 13%

th er s

5%

O

e

5%

Pr ic

e

Fo am in g

le an in g

20%

26%

Pe r fu m

31%

C

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Pa ck ag in g

No.of Consumers

Liking in Xpert

S.NO. 1. 2. 3. 4.

STATUS 0%--40% 40%--60% 60%--80% 80%--100%

XPERT 0% 16% 54% 30%

SUGGESTIONS GIVEN

Suggestions Given 100%

No.Of Consumers

90% 80% 70% 60% 50%

Xpert

40% 30% 20%

40%

10%

33% 15%

0% MeltPow er

Perfume

Colour Suggestions

11.

7%

5%

Availability

Others

SATISFACTION IN XPERT

No.of Consumers

Satisfaction in Xpert 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Xpert 54% 0% 0%-40%

30%

16% 40%-60%

60%-80%

80%-100%

% of Satisfaction

s S.NO 1. 2. 3. 4.

STATUS 0%--40% 40%--60% 60%--80% 80%--100%

XPERT 2% 14% 54% 30%

VIM 0% 21% 42% 37%

12.

XPERT SATISFACTION WITH RESPECT TO VIM BAR.

No. of Consumer in %

Overall Satisfaction with Xpert & Vim 60%

54%

50%

42%

40% 30%

21%

20% 10% 0%

37% 30%

Vim

14% 2% 0% 0%-40%

40%-60%

Xpert

60%-80%

80%-100%

FIN DINGS

FINDINGS 1. XPERT dish wash bar has got a good Burned stains removal power. 2. XPERT dish wash bar has got good Oil stains removal power. 3. Perfume of XPERT dish wash bar is average in nature, and is not much effective. 4. Colors of XPERT dish wash bar is average in nature.

5. Melting rate of XPERT dish wash bar is very high. Most of the respondents found that it is poor in nature. 6. Availability of XPERT dish wash bar is average it is not

so easily available

on the retail shops in all the areas. 7. Respondents are familiar with the Advertisement of XPERT dish wash bar and can have access to it at regular intervals. 8.

Advertisement of XPERT dish wash bar is concerned, most of them have seen the adv. on Electronic media in comparison to Print media.

9. Attributes of XPERT dish wash bar like packaging, cleaning, foaming, fragrance, price etc were really liked by the respondents. 10. Suggestions were given by the respondents, regarding the improvements in melting resistance power, Colour, perfume, availability etc. 11. The Satisfaction level, for XPERT bar lies between the Range of 60% to 80%. 12. The level of Satisfaction of XPERT bar to that of VIM bar the average of both lies between 60% to 80%.

SUGGESTIONS

SUGGESTIONS

1. Efforts must be taken to reduce the melting rate of XPERT BAR.

2.

Perfume of XPERT BAR is very mild, steps must be taken to make its

fragrance more stronger and a pleasant one.

3. Colour of XPERT BAR is not very attractive, steps must be taken to make the colouring more attractive.

4. Company must take measures to improve the availability of the product, it should use a proper distribution channel.

5. More emphasis should be laid on advertising & promotional measures so that more & more people become aware of the product.

LIMITATIONS OF THE STUDY

LIMITATIONS

1.

While conducting the survey the biggest problem faced was the very wide

and vast geographical area of the city and resources were limited. Hence the respondents of some localities could not be covered.

2.

Another problem was that some people were suspicious about the survey

and they refused to disclose their identity and answering the questions.

3.

The biasness and hesitation of the respondents in giving the answers to

certain questions.

4.

5.

Few respondents were not available at the time of taking the feedback.

Time and money constraint was the limiting factor for the research.

SWOT ANALYSIS

SWOT ANALYSIS STRENGTHS

Ghari is not unknown to the consumers since the company has been dealing in soap & detergent section from long time back. The products launched by the Ghari group have achieved a big success in the market. As far as XPERT dish wash bar is concerned:

1- It has proven it's wroth and has a very strong brand image. 2- The company already enjoys monopoly in Ghari detergent & cake. Also now in XPERT in most of the areas. 3- Easy availability, affordable prices & standard quality of products. 4- Feedback coming from consumers are satisfactory.

WEAKNESSES The major weakness of the firm was that the company was not focusing much on the area of advertisement of its products. How ever, now the company is offering with various advertisements according to the product category. 1. There is no proper arrangement of clearance of damage & expiry Claim. 2. Distribution channel is weak as compared to competitors. 3. Lack of consumer promotion plans. 4. Proper supply of products is not ensured in several areas. 5. Certain attributes of the product are needed to be changed if it wants to emerge as a leading brand in dish wash bar.

OPPORTUNITIES

1.

The XPERT bar is giving a strong competition to its competitors, the company can expand the area of target customers.

2.

The firm by making minor changes in the product can really rule the market.

3.

The firm can take steps to increase the availability of the product in certain areas & can convince the retailers to promote their product .

WEAKNESSES

1. If the firm will not increase the frequency of the adds for XPERT there are chances that it may be wiped out from the minds of consumers. 2. The availability of product is not satisfactory in certain areas, there are chances that competitors product or some other new brand may enter into that area.

CONCLUSION

1.

If

we

go

through this entire project work, then we will find out that GHARI has got a very good brand image into the market. Some of its products still capture the major portion of the market share in the detergent section.

2.

The XPERT

BAR is also another promising product offered by the Ghari group.

3.

If we analyse

the overall performance of XPERT bar, it is far better than its competitors.

4.

Respondents

also found XPERT BAR, much better than its competitors as far as cleanliness is concerned. The feedback obtained was favourable.

5.

The

attributes of XPERT bar are really convincing & attractive.

6.

Its has got

huge market potential & is gaining tremendous popularity among target audience.

7. Iam sure, if the company pays a little more attention towards improving the features of the product, then within no time XPERT BAR will rule the market and will emerge as the leading brand in dish wash bar.

BIBLIOGRAPHY

BIBLIOGRAPHY

Marketing Management by Philip Kotler. Research Methodology by C.R. Kothari. Consumer behaviour by Kanuk & Schiff man.

WEBSITES: www.wikipedia.com www.gharidetergent.com www.google.com

QUESTIONNAIRE

GHARI INDUSTRIES PVT.LTD. Customer feedback form

Name

:

………………………………………………………….

Address

:

…………………………………………………………..

1. which range (price) of the detergent powder is been used. (a) 50-75 Rs per kg

(a) 75-100Rs per kg

(b) 100-125 Rs per kg

(d) above the 125 Rs per kg

2. Which size of the product is been do you purchase? (a) very small

(b) small

(c) medium

(d) big

2. How frequently you purchase the products? (a)

in a week

(b) in a month

………………………………………………………………………………………… 4.

Rate XPERT dish wash bar on following parameters. (i) Burned stain

(ii) Oily cleaner

(a) Poor

(a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

(iv) Colour

(v) Perfumes

(a) Poor

(a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

(vi) Melting Power

(vi) Availability

(a) Poor

(a) Poor

(b) Average

(b) Average

(c) Good

(c) Good

(d) Can’t say

(d) Can’t say

5. Overall % of satisfaction with XPERT dish wash bar? ……………………………………………………………………………………….... .... 6. You watch the advertisement of XPERT on Television or through media?

any other

………………………………………………………………………………………… 7. What other improvements would you like to suggest in XPERT? ………………………………………………………………………………

Date:

Signature: