SECTOR ANALYSIS• In FMCG sector India’s GDP is 2.5% of the country’s GDP. • In Personal care it has about 22% of the total FMCG sector and the Soap industry in India

comprises of 400 brands. • The Personal care product of processing industry is growing at a rate of 7%. • Overall FMCG market expected to increase at a CAGR of 14.7% to USD110.4 billion during

2012–20. • Food products are the leading segment, accounting for 43 per cent of the overall market.

Personal care and fabric care come next in terms of market share . • Personal care is the second leading segment of the sector accounting for 22.0 per cent

followed by tobacco which is 16%.

SECTOR ANALYSIS

SECTOR ANALYSIS

LITERATURE REVIEWRandy's Research! Information on toiletries ingredients and herbal remediesThere is a large amount of information about the advantages of soap over the commonly available commercial products. Articles available on the internet will sing the praises of soap at great length.

The Wonderful World of Handmade Soaps! by Lisa Salamida (owner of Savor Soaps, an Etsy store)There is something so pleasurable about handmade items... from creamyGinger Icing handmade soap from Savor beeswax candles with the light natural scent of honey, to slow-cooked, thick and tasty pasta sauce, a perfectly fluffy and flaky handmade biscuit - to handmade soap, lovingly made and scented.

RESEARCH WORK• Primary Research objective

• Secondary Research objective

• Methods

• Results

• Analysis

PRIMARY RESEARCH OBJECTIVEPrimary research is new research, carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups.

PRO:- To determine factor which influence the consumer buying behavior of the FMCG product (soap)

P/O Clarification

Situational Analysis

Model development Specification for information

1) Cost High Cost 20 Price of the soap/weightMedium

Cost50 Price of the soap/weight

Low Cost 30 Price of the soap/weight2)Brand Loyalty 40 Perception, satisfaction

Quality 60 Ingredients/smoothness/Safety3)Advertise

mentMass Media 40 Hoardings/newspapers

Social Media 60 TV channels/e-commerce/Brand Ambassadors

Nuclear family/joint familyUpper Class/Middle Class/Lower class

4)Social Factor

Family Size 70Life Style 30

5)Types Beauty Soap 60 Fragnence/mosturing/cleansing

Medicated Soap

30 Germicides/antibacterial

Liquid Soap 10 Cleansing/fragnence/freshness6)Consumer

Attraction

Point

Packaging 20 Heavy/light packagingGender 50 Male/female

Discount 30 Discount offer on single product/multiple product

7) Income High Income 5 75000 & above

Medium Income

40 above 15000-75000

Low Income 55 Less than 15000

SECONDARY RESEARCH OBJECTIVE

Secondary research makes use of information previously researched for other purposes and publicly available

• SRO 1 : To evaluate whether Cost of the product-high cost/medium cost/ low cost- is adequate to influence consumer buying behavior of body care Product (soap). With an of weightage of 20/50/30.

• SRO 2 : To evaluate whether brand of the product – loyalty/quality is

adequate to influence Consumer buying behavior of body care product (soap) with a weightage of 40/60.

• SRO 3 : To evaluate whether advertisement of the product-mass

media/social media-Is adequate to influence consumer buying behavior of a body care product(soap) with a weightage of 40/60.

SECONDARY RESEARCH OBJECTIVE• SRO 4 : To evaluate whether social factor of the consumer behavior-family

size/ life styles adequate to influence the consumer buying behavior with a weightage of 70/30.

• SRO 5 : To evaluate whether types of the product-beauty soap/medicated soap/liquidity soap is adequate to influence the consumer buying behavior with a weightage of 60/30/10.

• SRO 6 : To evaluate whether consumer attraction point- gender/discount Is

adequate to influence consumer buying behavior with a weightage of 20/50/30.

• SRO 7: To evaluate whether Income of the consumer-high income/medium income/low income is adequate to influence consumer buying behavior with a weightage of 5/40/55

METHODSScale: The scales used for the research study are :Semantic differential scale: Here the rater is required to rate objects on a number of itemized 5-point rating scale, bounded by opposite objectives at each end (bipolar adjectives).

Likert scale: Here respondent needs to indicate agreement/disagreement to a series of statements related to objects. Value maybe assigned to each option for analyses.

METHODS

Sample:The sample used for the research study is judgmental sampling.

Judgmental sampling is a non-probability sampling technique where the researcher selects units to be sampled based on their knowledge and judgment

RESULT & ANALYSISRESULT OF CROSS TAB 1 Null Hypothesis, Ho: The Expenditure has no significant influence on Income of Body care product (Soap).Assuming that C.L is 95%.Pobs = 0.281 Pcrit=0.05 From the Chi square table we observe that Pobs < Pcritical.Therefore we reject the Ho. • The conclusion : As it is observed that Pobs is greater than Pcrit

therefore expenditure has significant influence on Income of body care product (soap).

RESULT & ANALYSIS RESULT OF CROSS TAB 2Null Hypothesis, Ho: The price of the product has no significant influence on income of the consumer for body care product( soap).Assuming C.L is 95%.Pobs = 0.736 Pcrit=0.05 From the Chi square table we observe that Pobs < Pcritical.Therefore ,we fail to reject the Ho. • The conclusion : As it can be observed that Pobs is greater than

Pcrit therefore the price of the product has no significant influence on income of the consumer for body care product(soap).

RESULT & ANALYSIS RESULT OF CROSS TAB 3• Null Hypothesis, Ho: The quality of the product has no significant

influence on brand of the body care product(soap).Assuming C.L is 95%.Pobs = 0.00314 Pcrit=0.05 From the Chi square table we observe that Pcrit <Pobs.Therefore ,we reject the Ho • The conclusion: As it can be observed that Pobs is lesser than Pcrit

therefore the quality of the product has significant influence on brand of the body care product (soap).

RESULT & ANALYSIS RESULT OF CROSS TAB 4

Null Hypothesis, Ho: The price of the product has no significant influence on number of earning members of the family for the body care product(soap). Pobs = 0.085 Pcrit=0.05 From the Chi square table we observe that Pobs< Pcritical.Therefore ,we fail to reject the Ho • The conclusion: As it can be seen that Pcrit is smaller than Pobs therefore

the price of the product has significant influence on the number of earning member of the family for the body care product (soap).

RESULT & ANALYSIS RESULT OF CROSS TAB 5Null Hypothesis, Ho: The social factor of the consumer has significant influence on advertisement for the body care product (soap).Assuming C.L is 95%. Pobs = 0.02040 Pcrit=0.05From the Chi square table we observe that Pcrit >Pobs.Therefore, we reject the Ho • The conclusion :As it can be seen that the Pcrit is greater than

Pobs therefore social factor of the consumer has no significance impact on advertisement for the body care product (soap).

CONCLUSION• Promotion through Television is the highest followed by Newspaper

and Hoardings respectively. Since, promotion of Margo is the lowest they should promote itself more to increase sales.

• People use Domestic soap more than imported soap where female respondents were more in favor of Domestic soap than male.

• People in the urban area they mostly purchase the soap from the big mart like reliance fresh or big bazaar and where else in the rural areas they mostly purchase the soap from provision store.

• People mostly change their loyalty towards different soap types on the basis of quality, variety & discount in the above soap.

• Celebrity endorsement matter a lot by the consumer and the consumer also thinks that celebrity make product close to the consumer.

Managerial Implication

Some products are successful in the market due to the promotion

strategies and modes used by a company. Soap manufacturers adopt good promotional strategies; hence it is famous among consumers. Thus, promotion plays an important role in increasing in the sales of soap.

It was observed that though many people preferred natural ingredient

(Aurvedic) soap more than artificial soap, thus the manufacturer should focus on using natural ingredient which might benefit the retailers, as it will increase sell.

As the frequency of usage of soap is low in the winter, the retailers can sell

soap at a discounted rate or may introduce free gifts with it. Further the retailers may seek suggestions from customers to make use of soap.

As it was observed that people are more concerned with the quality of soap they buy rather than heath or price. Hence, manufacturers should always focus on providing quality products or else they might lose customers as there are a number of competitors available in the market.

 

Advertisers can position soap on the basis of fregnence as it is seen that fregnence influences buying habits of people.

 

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