CONSUMER BEHAVIOR ON AXE DEODRANT

PRESENTED BY

ANIK GHOSH 14

ANITA KUMARI PRASAD 15

ARIJIT DUTTA 18

ARINDAM HAIT 20

AVIK NIYOGI-26

JYOTIKA SUMAN-50

When the sun shines high and bright, and the perspiration comes pouring down it brings along with it some not pleasant smells. But not if you use deodorants.

HISTORY OF AXE

It is the product of HUL Axe was launched in France in

1983 Axe deo was launched in India

during 1999. Axe in 2002 was having a market

share of over 35% Now the market share is near

about 28% and it is gradually decreasing.

PRODUCTS OF HUL IN DEODORANT CATEGORY

WORLD WIDE AXE IS ONE OF THE MAIN BRANDS

Research objective

To study the factors influencing buying behavior of a deodorant

To understand the motive of purchasing behavior of AXE deodorant

To read the perception of the consumer about AXE deodorant

To analyze the consumer personality while choosing a deodorant

To study the learning level and process about deodorant

To observe the overall attitude of customer of AXE deo.

Methodology

Analyzing research objective Analyzing the research variables Designing the questionnaire

Multiple choiceScalingSubjective questions

Conducting the researchFilling up the questionnaireInterviewingProjective techniquesObservation

Analyzing the collected data in light of 6 Os

DETAILS OF RESEARCH Sample size – 25 Research area- GREAT INDIA

PALACE MALL,NOIDA Target Segment – Men of the age

20-30 Date– 28th March Time– 12pm to 4 pm No of people we approached—34 Questionnaire filled up by—26

Rejected sample--1

DATA

ANALYSIS.

Why do you use deodorant?

16%

16%

64%

4%

Sales

for removing body odour

  For sophistica-tion.

For freshness.

All

DEO IS MAINLY USED

Summer Festival Office All time

Series 1 20% 8% 8% 64%

5%

15%

25%

35%

45%

55%

65%

Summer; 20%

Festival; 8% Office; 8%

All time; 64%

From where do you purchase deo?

retail mall local shop

others all

Series 1 0.24 0.44 0.2 0.08 0.04

3%8%

13%18%23%28%33%38%43%

How frequently do you buy deo(150/200 ml)?

o   <1 month o   1 to 3 month

o   3 to 6 month

o   >6 month

Usage frequency

52% 40% 8% 0%

5%

15%

25%

35%

45%

55% 52%

40%

8%

0%

Usage frequency

How do you give importance to the factors when choosing a deo?

Fragrance

Advertisement

Appeal

Price

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5

Fra-grance

Anti per spi-rant

Adver-tise-ment

Pack-aging

Appeal Brand Price

IM-POR-TANCE

41 25 29 32 26 40 22

IMPORTANCE

Which deo do you use?

32%

16%

52%

market share

AxeSet WetSwitching to the brand

Which type of smell do you prefer in deo for men?

o   Strong o   Mild

Series 1 36% 64%

5%

15%

25%

35%

45%

55%

65%

36%

64%

BRAND LOYALITY

o   go for particular brand o   try all fragrance of all brand and buy the preferred

one

o   test different flavour of a particular brand and pur-

chase

Series 1 28% 44% 28%

3%

8%

13%

18%

23%

28%

33%

38%

43%

28%

44%

28%

When you think of axe, what came to your mind first?

o   Freshness o   Attraction o   Wildness o   Confi-dence

no answer

Series 1 28% 44% 8% 16% 4%

3%

8%

13%

18%

23%

28%

33%

38%

43%

28%

44%

8%

16%

4%

How do you came to know about axe

From the advertise-ment

From friends and family From shopkeepers

Information gath-ering

80% 16% 4%

5%

15%

25%

35%

45%

55%

65%

75%

80%

16%

4%

Information gathering

Does axe deo affect your skin?

Yes No May be

Skin affect 0.04 0.76 0.2

5%

15%

25%

35%

45%

55%

65%

75%

Skin affect

How much people are aware about the brand ambassador &tagline

know tagline know that there is no brand ambassador

Brand awareness 52% 96%

5%

15%

25%

35%

45%

55%

65%

75%

85%

95%

52%

96%

Brand awareness

According to you axe is for -

Premium class people; 8%

Middle class people; 52%

All; 40%

Positioning Premium class people

Middle class people

Lower middle class people

All

AXE IS UNIQUE BECAUSE OF

fragnance Appealing advertisement cost long lasting0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

fragnance; 45%

Appealing adver-tisement; 30%

cost; 20%

long lasting; 5%

uniqueness

The next best use of Axe deodorant

In hair cut   For remov-ing odour of

socks

   After shave

   Room freshener

others

Next best use of AXE

0.04 0.08 0.4 0.4 0.08

3%

8%

13%

18%

23%

28%

33%

38%

Next best use of AXE

FINDINGS

Findings…

Motivating factors:

The price is not works as motivational factor

The cognitive arousal is the main source of buying behavior for axe deodorant

The AXE deodorant packaging in most cases cause environmental arousal when buying deodorant

The AXE deodorant fulfill the social need and esteem need and the need of affiliation

Personality factors

The AXE deodorant is named and positioned in such a way that hit up the ID of the consumer

36%people are dogmatic to the brand AXE

44% people have high optimum stimulation level while buying deodorant

84% people are visualizers and 26% people are verbalizes in purchasing deodorant

Perception factors

48% people are thinking AXE as a brand of “attraction”

28% people have selective attention and exposure to the brand AXE while choosing a deodorant

The name of different flavor of the brand AXE helps consumer to feel the image of that flavor

The perceived price is high in48 % cases The perceived quality is high in 52% cases 52%have good recognition over its tag line and

96%in its brand ambassador and its appeal

Learning factors

84% people get the information from advertisement,22% from friends & family,4% from shopkeeper

28% people go for repeat purchase by experience of the fragrance

Attitude factors 84% people boosted up for the cognitive forces

and 28% go for the affective forces while taking the action

16% are emphasized on the utility, 16% are emphasized on the value expressive function only and 64% on both

68% are going for mild long lasting fragrance rather than using strong fragrance

Recommendation

Company should use the long lasting mild fragrance for capturing the market.

For brand recognition company should use an unique flavor continuously for year after year.

Company should go for advertisement not only for attracting the customer but also for retaining the customer. Appeal of advertisement should also use this.

As there are lots of companies producing deo and most of the customers are switching and not brand loyal and fragrance are of very limited addition they should keep some advisers in big retail shops to attract the customers.

CONCLUSION Axe is a very good brand and known to all. People like the innovative and attractive

advertisements of axe deo. Freshness and sophistication are the main motives

for using a deo. Generally people spend Rs.150 for a deo and use it for

nearly two months. Axe is mostly used by middle class people. People are not bothered about the price or brands.

They go for fragrance motivated by the ads. Brand positioning of axe deo is that it can attract the

opposite sex. Main problem is that people are not brand loyal they

go and try all the variants and purchase that which suits them better.

THANK YOU