Winter Trng

ON “CONSUMER BUYING BEHAVIOUR TOWARDS BATHING SOAP” (LIFE-BUOY, LUX & BREEZE) In GOLA 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

PREFACE Research is the feedback, which any organization sought for the purpose of effective policy making. It is the systematic problem Analysis, model building and fact finding for the purpose of important decision -making and control in the marketing of goods and services. Practical aspect gives more knowledge and experience than the theory and no learning 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 and make them equipped with recent development. This is a project on “CONSUMER BUYING BEHAVIOUR TOWARDS BATHING SOAP” in the region of Gola Gokrannath Dist. Lakhimpur Kheri.

ACKNOWLEDGEMENT Acknowledgement is not only formality but also an expression of deep sense of gratitude. This project report is the product of inspiration and perspirations, no doubt, some transpiration as well. At this juncture, my heart is filled with the feeling to them whose effort has made this task a reality. I express my deep sense of gratitude to all the IPM-faculty members for conducting the winter training project. I am extremely grateful to respected Mr. V. S. Solanki Sir under the guidance of whom I have executed the project. I also extend my heartiest gratitude to all of respondents and all those who directly or indirectly helped me in this project without whom the project would not have been otherwise.

Vikash kumar IPM (MEERUT)

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 for fulfilling the requirement of Post Graduate Diploma in business Management. It has never been submitted nor been published else where. Vikash kumar

CONTETNS PARTICULARS 

PAGE NUMBER

INTRODUCTION ABOUT HINDUSTAN LEVER LIMITED

•

LIFE-BUOY

•

LUX

•

BREEZE



APPOARCH TOWADRS PROJECT



NEED OF THE STUDY



OBJECTIVE OF THE STUDY



RESEARCH METHODOLOGY



FINDINGS



RECOMMENDATION



LIMITATIONS



QUESTIONNAIRE



BIBLOGRAPHY



CONCLUSION

INTRODUCTION FMCG Company has been playing a pivotal role in the national economy in both rural and urban sector. HUL India's largest Fast Moving Consumer Goods with leadership in Home & Personal Care Products &Beverages plays a very important role in Economic and trade activities within the c ountry. HUL’S Brands spread over 20 distinct consumer categories touch the lives of two out of three Indian. The vision of HUL is to "meet everyday needs of people everywhere- to anticipate the aspirations of our consumer & customer & to respond creatively & competitively with branded products &services which raise the quality of life." The objectives is achieved through the brands that the company markets. HUL's Brands have been household names. Some of the big Brand in soaps and detergents 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 the consumer 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? Being soap, consumers especially teenagers are very sensitive while choosing the brand, so this has made me to study the consumer behavior towards these soaps.

Life Buoy Making a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of Lifebuoy. The world’s largest selling soap offers a compelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with health and value. Lifebuoy is now milled toilet 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 formulation offers 100% better germ protection than other ordinary soaps. Brick shape, to offer an easy grip and a modern look. The new curved shape is the second major change in Lifebuoy's history, after the relaunch of 2002. In 2002, after 107 years of its existence as a carbolic soap, Lifebuoy was relaunched as a milled toilet soap offering 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 yet another 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 new formulation. The new Lifebuoy is targeted at today's discerning housewife with a more inclusive "family health protection for my family and me" positioning.

LUX The name Lux means ‘light’ in Latin, however the name was chosen for its play on the word ‘luxury’.Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands. Lux continues to be a favorite with generations 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 biggest brand in the soap category. Lux Toilet Soap, in the popular segment, offers its consumers a range of soaps enriched with the goodness of a variety of nourishing ingredients - Orchid Extracts, Milk Cream, Fruit Extracts, Saffron, Sandalwood Oil and Honey. The Lux premium range offers specialized skincare to its consumers in the 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, aqua sparkle, almond delight, cool wave, international. All these seven different variants are available in 75g, 100g & 125g pack. Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest 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 colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their 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

Breeze is de product of Hindustan Unilever Limited. Breeze was launched in India By keeping in mind the middle class family of India. This soap was launched in different shapes and size to attract all the segments of the consumers. Hindustan Unilever offers Breeze. Breeze scent magic is the soap that fulfils de aspirations of women of rural India. Breeze has offered them ‘Beauty 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

overall approach. The project went through several stages where each stage has some process to be undertaken and had a defined deliverable.

STAGE-1 Understanding the need & objective of the study.

STAGE-2 Developing the Research Design & applying the research methodology, which includes the mode of data collection (questionnaires).

STAGE-3 Data analysis and submitting the report.

NEED OF THE STUDY The term consumer behavior refers the behavior that consumers display in the searching 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, QWANTITY…or INSPIRATION FACTOR to accept buying decision. How the Rural 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.

OBJECTIVES OF THE STUDY To study the awareness of these soaps among the semi-urban area i.e. within the locality where I used to reside GOLA GOKRANNATH Dist LAKHIMPUR KHERI. 

 To know about the most favorite bathing soap brand of the consumer in that particular area.  To know what are the expectations of the buyer’s towards their favorite bathing soap. To know how the several factors like price, quality, brand name, availability affects 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.

RESEARCH METHODILOGY Since this research work is conducted in a semi-urban area named “GOLA GOKRANNATH” Dist Lakhimpur Kheri. So, I have collected all the needed information through two methods.

 Primary Data  Secondary Data A) For this project I have used primary data which was collected through the use of QUESTIONAIR and PERSONAL INTERVIEW.

B)

Secondary data was also used , which were collected through

a)

Internet

b)

Magazines

c)

Management books

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, also suffers from certain limitations. The limitations of this study are as follows. 

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



Time frame of this study was limited to 10 days only (December 26 to January 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 bathing soaps and this may vary because they may be biased as the perception regarding their favorite brands.  Sometimes some consumers were not in full mood to give the answers of my questions so some of the answers may not be exact.

DATA SOURCE Consumers – Residents of GOLA GOKRANNATH Dist Lakhimpur Kheri U.P.

No. of sample respondents – 100 Types of sampling – Probability sampling including simple random sampling.

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

ANALYSIS

ANALYSIS OF CONSUMERSQUESTIONNAIRE TO OBSERVE TEHJ NUMBER OF USERS OF SOAP

Percentage of Users 100%

100 % users use Soaps for Bath.

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

TO OBSERVE THE MARKET SHARE OF DIFFERENT SOAPS

Life-buoy, 38, 38%

Lux, 32, 32%

Others, 8, 8% Breeze, 22, 22%

Life-buoy Breeze Lux Others

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 soaps like Breeze, Liril, and Margo.

TO OBSERVE THE AWARENESS OF THESE BRANDS AMONG CONSUMERS

Not aware, 6, 6%

Aware, 94, 94%

Aware Not aware

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.

TO OBSERVE THE REASON FOR LIKING FAVORITE BRAND

Hygienic Price Packaging Smell Availability Usefulness 10% 6%

18% 58% 0% 8%

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

TO OBSERVE THE TYPE OF FRABRANCE BEING PREFFERED BY THE RESPONDENTS

45

42

40

35

35

Foamy/Thick Lather

30

Transparent/ Milky

25

Glycerine

20

Medicinal/ Neem

15 10

7

10 6

Sandal

5 0 No. of Users

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

TO OBSERVE THE PRICE BEING PAID BY THE RESPONDENTS TO PURCHASE THERE FAVOUTITTE BRAND

50 45 40 35 30 25 20 15 10 5 0

45

25

25

5-10 10-15 More than 15

Standard price paid by user

INTERPRETATION:- Since Gola is small town, so it is clear from the above figure that majority of people buy soaps ranging between Rs. 10-15.

TO OBSERVE THE LOYALTY OF RESPONDENTS TOWARDS THERE PRODUCT

26 loyal Not loyal 74

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

TO OBSERVE THE NUMBER OF RESPONDENTS WHO SWITCH OVER TO ANOTHER BRAND

60 50

48 1-4

40 30 20

22

18 12

4-8 8-10 More than 10

10 0 Respondents

INTERPRETATION:- Above figure shows that many of the consumers are switching to 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

80 70 60 50 40 30

Respondents

72

20

28

10 0 agree

not-agree

INTERPRETATION:- From the above bar diagram it is clear that 72 % of respondents believe 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

33 49

once twice many times

18

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 by 33 and 18.

TO OBSERVE THE VARIOUS ATTRIBUTES ON THE BASIS OF WHICH THE RESPONDENTS SELECT THERE PRODUCTS

40 35 30 25 20 15 10 5 0

35 Brand name

25 25

Quality Price

10

Advertisement Attractive offers

re s

po

nd e

nt s

5

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

TO OBSERVE THE SOURCES OF INFFORMATIONABOUT ANY SOAP BRAND

40 36 32 28 24 20 16 12 8 4 0 News paper

radio

T.V.

Shop keepers

By others

Series1

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

TO OBSERVE THE BRAND LOYALTY TOWARDS LIFE-BUOY, LUX & BREEZE BRAND LOYALTY 1 2

Series1, 1, 17, 34% Series1, 2, 33, 66%

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

TO OBSERVE THE AGE GROUP PARTICIPATING IN SELECTING A SOAP 60% 50% 40% Middle class APL BPL

30% 20% 10% 0% Parents

Children

Adult

Newly married

INTERPRETATION: - In the survey it was found that in the middle class family generally the buying decision of soap was taken by parents and newly married couple but children and adults also take part in it. But in APL & BPL class generally these types of decisions are taken by parents and children are less participator in it.

TO OBSERVE THE FACTORS INFLUENCINGING BUYING DECISION

31%

35%

4% 10%

20% Price

Packaging

Fragrance

Offers

Advertisements

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

TO OBSERVE THE AGE DISTRIBUTION OF THE SAMPLE OF THE USER OF THESE SOAPS

40% 35% 30% 25% % use 20% 15%

PEOPLE

10% 5% 0% less than 18-27 18 yrs. yrs.

28-37 yrs.

38-47 yrs.

48 and more

Age distribution

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

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 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 of “LUX”, 22 are user of “BRREZE” & rest 8 are other brand user. Consumers are more aware about the brand through the mode of advertisement that is 19, 31 are followed by the retailer, reference group. Awareness through advertisement is maximum. 2) DEMOGRAPHIC OF THE USER OF “LIFE-BUOY”, “LUX” & “BREEZE”. Generally the consumption rate of these soaps is found more among the higher age group i.e. 28-37yrs that is more than 35%, followed by the older group i.e. 3847yrs 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 brands was the preference of the attributes, which plays a vital role in purchasing these brands. Attributes like hygienic (58%), protection from the germs is highly preferred in comparison to other attributes. It was also seen that smell was also favoured 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%) and usefulness (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 another brand. It is found that Life-buoy is preferred in that particular area because of its better ‘germ protection’ and smell, while Dettol is preferred as an antiseptic soap and Lux is as beauty soap. 5) ABOUT BUYING DECISION. Buying decision of the consumers of these areas depends upon their monthly income, in low income family the decisions are taken by the parents and elder member of the family, but where monthly income is comparatively high there children also take part in this decision.

FINDINGS FROM THE SURVEY  Most of the respondents are aware of these soaps although most of them are not using it. 

Market share of Life-buoy is increasing day by day.

 It was found that some of the respondents were brand loyal.  Life-buoy is market leader and Lux is second to it.  Breeze is also much preffered by the localites of Gola Gokrannath. 

Life-buoy is preferred because it offers “germ protection” and Gola Gokrannath is a dusty area.



Few of consumers prefer other brands like Dettol, Liril, Margo and other soaps.



Shopkeepers were also affecting the buying behavior of consumers.

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 their packaging and shape just like Lux did.



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

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

QUESTIONNARE

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 the consumer behavior towards different soap brands. It’s 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 10 b) 10 to 15 c) 15 or more 5. Do you know Lifebuoy, Breeze, Lux? Yes ( ) No ( ) 6. How do you come to know about your favorite brand?

a) News paper [ ] d) Shop keeper [ ]

b) Radio [ ] e) By others [ ]

7. Which soap do you use? a) Life-buoy b) Lux c) Breeze d) Other (Please Specify)

( ( (

c) T. V. [ ]

) ) ) (

)

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 ( )

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

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

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 of “LUX”, 22 are user of “BRREZE” & rest 8 are other brand user. Consumers are more aware about the brand through the mode of advertisement that is 19, 31 are followed by the retailer, reference group. Awareness through advertisement is maximum. 2) DEMOGRAPHIC OF THE USER OF “LIFE-BUOY”, “LUX” & “BREEZE”. Generally the consumption rate of these soaps is found more among the higher age group i.e. 28-37yrs that is more than 35%, followed by the older group i.e. 3847yrs 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 brands was the preference of the attributes, which plays a vital role in purchasing these brands. Attributes like hygienic (58%), protection from the germs is highly preferred in comparison to other attributes. It was also seen that smell was also favoured 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%) and usefulness (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 another brand. It is found that Life-buoy is preferred in that particular area because of its better ‘germ protection’ and smell, while Dettol is preferred as an antiseptic soap and Lux is as beauty soap. 5) ABOUT BUYING DECISION. Buying decision of the consumers of these areas depends upon their monthly income, in low income family the decisions are taken by the parents and elder member of the family, but where monthly income is comparatively high there children also take part in this decision.

CONCLUSION The most important skill I feel are needed in the job include: research skills, systematic organizational skills, accuracy and attention to detail, basic computer skills, the ability to communicate effectively the ability to develop and maintain relationship, 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, information and confidence. And on that basis I can say that the consumption of these brands would be increased through more awareness about the brand, through easy availability at the shop. Moreover, it can be said that, despite of changing lifestyle of consumer the soap has always tried to be at part with the needs of the consumers. Since GOLA GOKRANNATH is a town in which there are many schools and colleges 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 soap should 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 the users are from middle class family hence such types of products should be introduced which can satisfy the consumers at the affordable price.

ANALYSIS OF CONSUMERSQUESTIONNAIRE TO OBSERVE TEHJ NUMBER OF USERS OF SOAP

Percentage of Users 100%

100 % users use Soaps for Bath.

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

TO OBSERVE THE TYPE OF FRABRANCE BEING PREFFERED BY THE RESPONDENTS

45

42

40

35

35

Foamy/Thick Lather

30

Transparent/ Milky

25

Glycerine

20

Medicinal/ Neem

15 10

7

10 6

Sandal

5 0 No. of Users

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

TO OBSERVE THE PRICE BEING PAID BY THE RESPONDENTS TO PURCHASE THERE FAVOUTITTE BRAND

50 45 40 35 30 25 20 15 10 5 0

45

25

25

5-10 10-15 More than 15

Standard price paid by user

INTERPRETATION:- Since Gola is small town, so it is clear from the above figure that majority of people buy soaps ranging between Rs. 10-15.

TO OBSERVE THE LOYALTY OF RESPONDENTS TOWARDS THERE PRODUCT

26 loyal Not loyal 74

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

TO OBSERVE THE NUMBER OF RESPONDENTS WHO SWITCH OVER TO ANOTHER BRAND

60 50

48 1-4

40 30 20

22

18 12

4-8 8-10 More than 10

10 0 Respondents

INTERPRETATION:- Above figure shows that many of the consumers are switching to 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

80 70 60 50 40 30

Respondents

72

20

28

10 0 agree

not-agree

INTERPRETATION:- From the above bar diagram it is clear that 72 % of respondents believe 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

33 49

once twice many times

18

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 by 33 and 18.

TO OBSERVE THE VARIOUS ATTRIBUTES ON THE BASIS OF WHICH THE RESPONDENTS SELECT THERE PRODUCTS

40 35 30 25 20 15 10 5 0

35 25 25 10

re s

po

nd e

nt s

5

Brand name Quality Price Advertisement Attractive offers

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

ANALYSIS