i

SOAPS - AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY

THESIS

Submitted by

H.S. ADITHYA

For the award of the degree

Of

DOCTOR OF PHILOSOPHY

DEPARTMENT OF MANAGEMENT STUDIES

Dr. M.G.R

EDUCATIONAL AND RESEARCH INSTITUTE

UNIVERSITY

(Declared U/S 3 of the UGC Act, 1956)

CHENNAI 600 095

AUGUST 2011

ii

DEDICATED

TO

MY

BELOVED PARENTS

iii

DECLARATION

I declare that the Thesis entitled “SOAPS - AN EXPLORATIVE STUDY

ON CONSUMER BEHAVIOUR IN BANGALORE CITY” submitted by

me for the Degree of Doctor of Philosophy is the record of work carried out by

me during the period from August 2006 to August 2011 under the guidance of

Dr. S Ramalingam, Head – Department of Management Studies, Dr. MGR

University, Chennai and has not formed the basis for the award of any degree,

diploma, associate-ship, fellowship, titles in this or any other university or other

similar institution of higher learning.

iv

BONAFIDE CERTIFICATE

Certified that this Thesis Titled “SOAPS - AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY” is the bonafide work

of H.S ADITHYA who carried out the Research under my Supervision.

Certified further, that to the best of my Knowledge the work reported herein

does not form part of any other Thesis or Dissertation on the basis of which a

degree or award was conferred on an earlier occasion on this or any other

candidate.

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ABSTRACT

India is a vast country with abundance of natural resources. It is having a

population of 1,030 million. There are large number of consumers with

different kinds of needs, tastes, preferences, attitude, behaviour, character,

conduct, nature, likes and dislikes which must be taken into consideration while

going for segmenting, targeting and positioning of the products in the minds of

the consumers.

In recent times, India has witnessed a wave of change. With media exposure

and increasing literacy levels, people in India are now demanding a better

lifestyle. The Indian market is a place where life has revolved around deep

rooted community values, joint families and social customs. Indian consumers

think of a purchase in terms of how it serves their needs and how well it suits

the family, rather than the individual. It is felt by marketers that the traditional

routes of market entry and brand building are often not feasible. While the

intrinsic value with regard to functionality is created by the marketer through

the offering, consumer psyche plays a vital role with regard to short and long

term effects of brand associations. Huge amount of money is being spent by

marketers to develop and understand the behaviour of consumers with a

conviction that this understanding will create differentiation. Cultural

dimensions play an important role with regard to how the consumer’s mind

adapts to the development of a product. Direct media promotions have helped

to build knowledge of product categories and change long-entrenched living

habits.

There are diversified consumers, marketers, customs, traditions and behaviorial

aspects of consumers but still there are many similarities. The study of

consumer behaviour enables the marketers to understand and predict consumer

behaviour in the marketplace which also promotes understanding the role of

vi

consumption which plays in the lives of the individuals and also to understand

the important sources to create awareness of the products. It helps in evolving

better promotion strategies which will help to enhance the level of awareness of

the consumers and creating a need for their products.

Consumer satisfaction is the most important goal of a business enterprise. The

key to ensure consumer satisfaction lies in understanding the consumer likes

and dislikes and in nutshell the consumer behaviour. Knowledge of the

consumer behaviour helps a firm to seek a better and more effective sales and

advertising strategies and to plan its marketing program in a more effective

manner.

Consumers have different views and levels regarding the decision making

process. Their decision to purchase or not to purchase a product is an important

moment for the marketers. Consumer research is used to better understand

consumption behaviour. Depending upon the consumers and available

resources an appropriate method is used which is most effective in measuring

consumer behaviour.

Bangalore City is a cosmopolitan city where there are different kinds of people

with different cultures. The Indian government policies and programs has

made the consumer market scenario to undergo a rapid change. Each consumer

has different kinds of needs, tastes, preferences, attitudes, behaviour, character,

conduct, nature, likes & dislikes, lifestyle, literacy level, consumption

expenditure and communication. The present study is undertaken particularly

to understand the consumers, their attitudes, characteristics, tastes, preferences

and also to understand the importance of retailers. It will brief the behaviour of

the consumers with respect to toilet soaps in the present market scenario with

specific reference to Bangalore City.

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The basic idea of the research is to survey the behaviour of the consumers while

consuming the toilet soaps in the market and how they utilize the marketing

skills and applications in making sound consumption decisions.

This research study helps to put into practice the theoretical aspects of the

study. The present study would definitely help to learn about the sources of

information’s for the customers during different stages of buying toilet soaps

and hence enhances their level of awareness and brand preference for toilet

soaps. It is essential for the marketers to understand the important sources to

create awareness of their products. The present study helps them to evolve

better promotion strategies which will help to enhance the level of awareness of

the consumers and creating a need for their products.

Key Words: Consumer Behaviour, Consumer Research, Toilet Soaps,

Consumer Satisfaction, Consumer Awareness.

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ACKNOWLEDGEMENTS

I am highly indebted to Dr. S Ramalingam, Head – Department of

Management Studies, Dr. M.G.R University, Chennai for having been my

Research Supervisor. I wish to express my deep sense of gratitude for his

valuable guidance, encouragement and thought provoking interactions. I would

like to appreciate his nature of providing freedom and appreciation to students,

having confidence in students and utmost patience, by which I am benefited to

a maximum extent.

I wish to express my thanks to Dean (Research) and Dr. P. Kaliaperumal,

Dean (Purchase and MBA), Dr M.G.R University, Chennai, for their valuable

suggestions during the research work.

I am highly grateful to his holiness Jagadguru, Sri Sri Bharathi Teertha

Mahaswamiji, of Sri Sringeri Mutt, Sringeri for his blessings.

I am also grateful to Dr. Manjunath, Principal, B.T.L Institute of

Technology & Management, Bommasandra, Bangalore for his valuable

suggestions, affection and encouragement to carry out my Research work.

I wish to express my deep sense of gratitude and dedication to my parents

H.K. Suryanarayana and H.S. Jayanthi for supporting me in my Research

work.

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Finally, I am Thankful to all those who have helped me directly or

indirectly during the course of my Research work.

Bangalore H.S. Adithya

August 2011

TABLE OF CONTENTS

CHAPTER

NO. TITLE

PAGE

NO.

1

INTRODUCTION

What constitutes Behaviour?

What are the Tools?

Consumer Behaviour Surveys

Consumer Research

Scope of the Research

Rationale behind the Study

1 - 23

2

LITERATURE SURVEY 24 - 47

3

OBJECTIVE OF THE PRESENT WORK

48

4

EXPERIMENTAL WORK

Research Methodology

49 - 54

10

Research Components

Need for the Present Study

Data Base ( Primary and Secondary )

Hypothesis

Selection of Sample

Limitations of the Research

5

DATA ANALYSIS AND INTERPRETATION

55 - 126

6

RESULTS AND DISCUSSION

127 - 134

7

CONCLUSIONS AND SCOPE FOR

FUTURE WORK

135 - 140

8

REFERENCES

141 - 151

ANNEXURES 152 - 161

LIST OF PUBLICATIONS 162 - 165

CURRICULUM VITAE 166

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LIST OF TABLES AND FIGURES

TABLE/

FIGURE

NO.

TITLE PAGE

NO.

1.1 Frequency of Gender 55

1.2 Frequency of Occupation 56

1.3 Frequency of Income 57

1.4 Frequency of the following measures laid down

by the Government by Consumer Goods

Manufacturers

58

1.5 Brands that come to the mind about Toilet Soaps 59

1.6 Frequency of what the respondents like about the

Brand 60

1.7 Frequency of the respondents for the preferred

Brand 61

1.8 Factors Influencing Purchase of Toilet Soap 62

1.9 Frequency of what the Toilet Soap gives 63

1.10 Frequency of basis for Selection of Brand 64

1.12 Frequency of part of Bangalore City belonging to 65

1.13 Frequency of Type of Consumer Goods Purchased 66

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1.14 Frequency of Price Sensitivity 67

1.15 Frequency of Second Opinion 68

1.16 Purchase of same and different Brands 69

1.17 Reasons for looking for a Different Brand 70

1.18 Frequency of Shopping Behaviour 71

1.19 Reasons for Shopping Behaviour 72

1.20 Factors Influencing on Purchase Decision 73

1.21 Impact of Discounts/Free Gifts on Purchase

Decision 74

1.22 Trend Setters in Toilet Soaps 75

1.28 Source of Knowledge 76

1.29 Look up to Cues and Style 77

1.30 Behaviour of Respondents 78

1.40 Reasons for Choosing a Celebrity 79

1.41 Political Inclination 80

1.42 Reasons for Changing Toilet Soap 81

1.43 Whether the Customer buy their own Soap 82

1.44 Place of Purchase 83

1.45 Duration of Usage 84

1.46 Elements of Advertisements Recalled 85

1.47 Importance of Range of Colours 86

1.48 Importance of Price 87

1.49 Importance of Attractive Packaging 88

1.50 Free Offers on Toilet Soap 89

1.51 Overall Attractiveness of Toilet Soap 90

1.52 Influence of Shop Owner on Purchase 91

1.53 Shop Owner’s Assistance 92

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1.54 Whether they know other products with same

Brand 93

1.55 Whether they buy other products with same Brand 94

1.56 What respondent will do in the future 95

1.57 Current brand effective than previous brand 96

1.58 Trusting Current brand than previous brand 97

1.59 Is the Current Brand name well known 98

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INTRODUCTION

The Indian Toilet Soaps Market is worth Rs.4, 265 crore, a consumption

of close to 48,000 tones of soap. It’s hardly surprising that the

competition in the market is fierce. There are 68 companies throwing

205 brands at the consumer. The soap market can be broadly segmented

on the basis of price into four major categories.

• The Super Premium Segment which includes soaps like Dove

• The Premium Segment like Lux International, Palmolive Extracare

etc.

• The Popular Segment with soaps like Lux, Cinthol Lime etc

• The Sub-Popular Segment like Lifebuoy, Hamam etc.

Of these segments the popular segment has the largest share of the soap

market with 39%. The next biggest segment is the Sub-Popular

Segment, which includes the Carbolic Soap segment with 28% of the

market share.

The price of the premium segment products is twice that of sub-popular

segment products. The popular and sub-popular segments are 4/5 of the

entire soaps market. The penetration level of toilet soaps is 88.6%.

However, the per capita consumption of soap in India is at 460 grams

per annum.

India is a vast country with a population of 1,030 million. Household

penetration of soaps is 98%. People belonging to different income levels

use different brands, which fall under different segments, but all income

level use soaps making it the second largest category in India. Rural

consumers in India constitute 70% of the population. Rural demand is

15

growing with more and more soap brands being launched in the discount

segment targeting the lower socio-economic strata of consumers.

Soap manufacturers originally targeted their products to the lowest

income strata in urban as well as rural areas, positioning their brands as a

way to remove dirt and clean the body. For some brands, that

positioning persists even today with a focus on removal of body odor

and keeping the user healthy. However, soap positioning is moving

towards skin care as a value-added benefit. Toilet soaps are always used

in the bar form, there is no other form in the Indian market and they are

used in the bath. Showers are a distant dream for 70% of India’s

population, who live in the villages where there is not a even a regular

supply of drinking water. In the urban areas, people bathe by using a

bucket of water, mug and a bar of soap. In villages, they usually bathe

by the river bank or village ponds. Although most of the urban houses

have a shower facility, they are seldom used because of scarcity of

water.

Following are the soaps which are generally available in the Bangalore

City:

(Dove, Lux, Lifebuoy, Cinthol, Hamam, Palmolive, Pears, Mysore

Sandal, Camay, Dettol, Nirma, Medimix, Liril, Rexona, Ponds, and

Modi etc.)

Consumer preferences are varied and regionally specific. India is

divided into four regions: North, East, West and South.

Consumers in the North prefer pink coloured soaps which have floral

profiles. Hence the fragrance preference is far more sophisticated

profiles reflecting their lifestyles. Freshness soaps with lime and citrus

notes are also popular preferences which are seen to be refreshing which

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is more suitable for the hot climate in the North India.

Consumers in the East have no particular preference skews.

Consumers in the West exhibit preferences for strong and impact

fragrances when compared to the North. They prefer pink soaps with

floral fragrances primarily rose which are positioned on the beauty

platform.

Consumers in the South are specific towards soap segments like the

Herbal and Ayurvedic profiles and also the Sandal profiles. Consumers

do not exhibit high brand loyalty and are ready to experiment and try out

new brands.

In India, soaps are available in 5 million retail stores, out of which 3.75

million retail stores are in the rural areas. Therefore, availability of these

products is not an issue. 70% of India’s population resides in the rural

areas hence around 50% of the soaps are sold in the rural markets. With

increase in disposable incomes, growth in rural demand is expected to

increase because consumers are moving up towards premium products.

However, in the recent past there has not been much change in the

volume of premium soaps in proportion to economy soaps, because there

is increase in prices which has made some consumers to look for cheaper

substitutes. The major players in personal wash soap market are HLL,

Nirma and P&G.

Colgate Palmolive has a good presence in the premium soap segment

with its flagship brand, Palmolive Extracare owning 6% of the market

share. The project was designed to study the popular end of the soap

market in which Palmolive Naturals has been positioned. The big

players in this segment include Lux, Rexona, Jai Lime, Nirma and

others. The leader in this segment is Lux with Rexona also having a

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large share. Lux has a strong equity in this segment, which has been

built over the years with strong advertising support from its legendary

“Beauty soap for the filmstars” advertising campaign. Palmolive

Naturals was introduced with three variants, Olive Oil, Sandalwood and

Almond but the Olive Oil variant has recently been dropped from its

product offering. “Natural” now comes in 75gm and 100 gm versions.

The popular end of the market has high price elasticity and price is

perhaps the biggest influence in an otherwise low involvement purchase

decision. Understanding the purchase habits of end consumers and the

factors, which influence their purchase, habits provinces the field of

study.

In recent times, India has witnessed a wave of change. With media

exposure and increasing literacy levels, people in India are now

demanding a better lifestyle. The Indian market is a place where life has

revolved around deep rooted community values, joint families and social

customs. Indian consumers think of a purchase in terms of how it serves

their needs and how well it suits the family, rather than the individual. It

is felt by marketers that the traditional routes of market entry and brand

building are often not feasible. While the intrinsic value with regard to

functionality is created by the marketer through the offering, consumer

psyche plays a vital role with regard to short and long term effects of

brand associations. Huge amount of money is being spent by marketers

to develop to understand the behaviour of consumers with a conviction

that this understanding will create differentiation. Cultural dimensions

play an important role with regard to how the consumer’s mind adapts to

the development of a product. Direct media promotions have helped

build knowledge of product categories and change long-entrenched

living habits.

18

Our society is a unity in diversity. We see diversity among consumers,

among marketers, among customs, among nations, even among

consumer behaviour theoretical perspectives. However, despite

prevailing diversity in our society, there also are many similarities.

Segmenting target audiences on the basis of such similarities makes it

possible for marketers to design marketing strategies with which

consumers will identify. The study of consumer behaviour enables

marketers to understand and predict consumer behaviour in the

marketplace; it also promotes understanding of the role that consumption

play in the lives of the individuals.

Consumer Behaviour is defined as the behaviour that consumers display

in searching for, purchasing, using, evaluating and disposing of products,

services, and ideas that they expect will satisfy their needs. The study of

consumer behaviour is concerned not only with what consumers buy, but

also with why they buy it, when and where and how they buy it and how

often they buy it. It is concerned with learning the specific meanings

that products hold for consumers. Consumer research takes place at

every phase of the consumption process: before the purchase, during the

purchase and after the purchase.

Consumer behaviour is interdisciplinary; that is, it is based on concepts

and theories about people that have been developed by scientists in such

diverse disciplines as psychology, sociology, social psychology, cultural

anthropology and economics. Consumer research is the methodology

used to study consumer behaviour. Consumer research designed to

predict consumer behaviour is called positivism; research designed to

understand consumption behaviour is called interpretivism which helps

in making strategic marketing decisions.

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Consumer behaviour has become an integral part of strategic marketing

planning. The belief that ethics and social responsibility should also be

integral components of every marketing decision is embodied in a

revised marketing concept – the societal marketing concept – which calls

on marketers to fulfill the needs of their target markets in ways that

improve society as a whole.

What constitutes Behaviour?

It consists of consumer satisfaction and dissatisfaction. If the consumer

requirements are fully met then there will be consumer satisfaction and

falling short will create dissatisfaction and the consumers behave

accordingly. Major attributes of consumer satisfaction can be

summarized as follows: -

a. Product Quality

b. Price

c. Delivery Commitments

d. Advertising Media

e. Resolving Consumer Complaints

f. Product Packaging

g. Overall Communication, Accessibility and Attitude

It may be easier to track retailer’s performance against stated

requirements of quality and timeliness because there is documentary

evidence. Some indication of whether a supplier is meeting the

requirements or not can also be obtained from data on scrap rates,

complaints database, sales improvements, repeat orders, customer audit

reports etc. It is more difficult to measure the level of performance and

20

satisfaction when it comes to the intangible expectations. There is no

point in asking irrelevant questions on consume behaviour. The basic

purpose is to find out what we are doing right or wrong and where is the

scope for improvement.

Survey forms should be easy to fill out with minimum amount of time

and efforts on consumer’s part. They should be designed to actively

encourage the customer to complete the questions. Yet they must provide

accurate data to monitor improvements in the supplier’s performance.

The data should also be sufficiently reliable for management decision-

making. For repeated surveys, we can provide the rating that was

previously accorded by the consumer. This works like a reference point

for the customer. Space should always be provided for the customer’s

own opinions. This enables them to state any additional requirements or

report any shortcomings that are not covered by the objective questions.

Surveying a number of respondents for each consumer gives a complete

perspective of consumer satisfaction. It may be necessary to device a

different questionnaire for each of them. Respondents must be provided

a way to express the importance they attach to various survey parameters.

This gives better indication of relative importance of each parameter

towards overall consumer behaviour.

What are the Tools?

Consumer Behaviour can be identified using various methods such as:

• Observation

• Periodic Contract Reviews

• Market Research

• Telephonic Interviews

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• Projective Techniques

• Personal Visits

• Warranty Records

• Informal Discussions

• Satisfaction Surveys

Depending upon the customers and available resources we can choose a

method that is most affective in measuring consumer behaviour.

Consumer Behaviour Surveys

Formal survey has emerged as by far the best method of periodically

assessing the customer satisfaction. The surveys are not marketing tools

but an information-gaining tool. Enough homework needs to be done

before embarking on the actual survey. This includes the following:

a) Defining Objectives of the Survey

b) Design Survey Approach

c) Develop Questionnaires and Forms

d) Administer Survey

e) Method of compiling data and analysing the findings

f) Format of the Report to present the findings

The basic purpose is to find out what we are doing right or wrong, where

is the scope for improvement, where do we stand and how can we serve

the consumers better. A consumer behaviour survey should identify

atleast the following objectives:

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a) Importance of Consumers

b) Consumers Perception

c) Consumer Priorities

d) Priorities for Improvement

e) Culture of the Consumers

Surveying a number of respondents should be in such a way that the

respondents must be provided a way to express the importance they

attach to various survey parameters. Respondents should be asked to

give a weighting factor, again on a rating scale of say, 1 to 10, for each

requirement. This gives a better indication of relative importance of

each parameter towards overall consumer satisfaction and makes it

easier for suppliers to prioritize their action plans by comparing the

Performance Rating (Scores) with Importance Rating (Weighting). The

questions are grouped together in a common parameter such as Product

Quality, Delivery Performance or Field Sales Performance.

Consumer Research

The marketing concept is built on the premise that marketers first

identify consumer needs and then develop products and services to

satisfy those needs. Consumer research offers a set of diverse methods

to identify such needs. Consumer research also is used to better

understand consumption behaviour. It is used to identify and locate

appropriate target markets and to learn the targets’ media habits. It is

used to identify both felt and unfelt needs, to learn how consumers

perceive products and brands and stores, what their attitudes are before

and after promotional campaigns, and how and why they make their

consumption decisions. Many of these applications of consumer

research are managerial in perspective; they are designed to help a

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marketer make specific marketing decisions concerning product, price,

promotion and distribution.

The major steps in the consumer research process include the following:

1. Defining the Objectives of the Research

2. Collecting and Evaluating Secondary Data

3. Designing a Primary Research Study

4. Collecting Primary Data

5. Analysing the Data

6. Preparing a report on the findings.

1. Defining and Developing the Objectives of the Research – The

first step in the consumer research process is to define carefully

the objectives of the study. It is important for the researcher to

agree at the outset on the purposes and objectives of the study

to ensure that the research design is appropriate. A carefully

thought out statement of objectives helps to define the type and

level of information needed. If the purpose of the study is to

come up with new ideas for products or promotional

campaigns, then qualitative study is usually undertaken in

which the respondents spend a significant amount of time face-

to-face with a highly trained professional moderator who also

does the analysis. If the purpose of the study is to find out how

many people in the population use certain products and how

frequently they use them then a quantitative research study that

can be computer – analyzed which is undertaken.

2. Collecting and Evaluating Secondary Data – A search for

secondary information generally follows the statement of

objectives. It is the data originally generated for some purpose

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other than the present research objectives. It includes findings

based on research done by outside organisations as well as data

generated in-house for earlier studies or even customer

information collected by the firm’s sales or credit departments.

Locating secondary data is called Secondary Research.

Original research performed by individual researchers to meet

specific objectives is called Primary Research. Secondary

research sometimes provides sufficient insight into the problem

at hand to eliminate the need for primary research. It provides

clues and direction for the design of primary research.

3. Designing a Primary Research Study – The design of a

research study is based on the purposes of the study: if

descriptive information is needed, then a quantitative study is

likely to be undertaken; if the purpose is to get new ideas like

for repositioning a product then a qualitative study may be in

order. Because the approach for each type of research differs

in terms of method of data collection, sample design and type

of data collection instrument used.

A) Qualitative Research Designs: In selecting the appropriate research

format for a qualitative study, the researcher takes into

consideration the purpose of the study and the type of data needed.

The choice of data collection techniques for qualitative studies

includes depth interviews, focus groups and projective techniques.

These research methods may differ in composition, they all have

roots in psychoanalytic and clinical aspects of psychology and they

stress open-ended and free response type of questions to stimulate

respondents to reveal their innermost thoughts and beliefs. These

techniques are regularly used in the early stages of attitude research

25

to pinpoint relevant product-related beliefs or attributes and to

develop an initial picture of consumer attitudes especially the

beliefs and attributes that they associate with particular products

and services.

a) Depth Interviews – A depth interview is a lengthy

nonstructured interview between a respondent and a

highly trained interviewer, who minimizes his or her own

participation in the discussion after establishing the

general subject to be discussed. Respondents are

encouraged to talk freely about their activities, attitudes

and interests, in addition to the product category or brand

under study. Transcripts, videotapes or audiotape

recordings of interviews are then carefully studied

together with reports of respondent’s moods and any

gestures or body language that they might have been

used to convey attitudes or motives. Such studies

provide marketers with valuable ideas about product

design or redesign and provide insights for positioning or

repositioning the product. New techniques for probing

consumers and new methods of interpretation are always

being tried to improve the results of qualitative research.

b) Focus Groups – A focus group consists of eight to ten

respondents who meet with a moderator/analyst for a

group discussion “focused” on a particular product or

product category. Respondents are encouraged to

discuss their interests, attitudes, reactions, motives,

lifestyles, feelings about the product or product category,

usage experience and so forth. Focus group sessions are

26

invariably taped and sometimes videotaped to assist in

the analysis. Some marketers prefer focus groups

because it takes them less time overall to complete the

study and they feel that the free-wheeling group

discussions and group dynamics tend to yield a greater

numbers of new ideas and insights.

c) Projective Techniques – A projective technique is

designed to tap the underlying motives of individuals

despite their unconscious rationalizations or efforts at

conscious concealment. They consist of a variety of

disguised tests that contain ambiguous stimuli such as

incomplete sentences, untitled pictures or cartoons, word

association tests and other person characterizations. The

respondent is asked to complete, describe or explain the

meaning of various stimuli. The theory behind

projective tests is that respondent’s inner feelings

influence how they perceive ambiguous stimuli. The

stories they tell or the sentences they complete are

actually projections of their inner thoughts, even though

subjects may attribute their responses to something or

someone else. Thus, their responses are likely to reveal

their underlying needs, wants, fears, aspirations and

motives, whether or not the respondents are fully aware

of them.

B) Quantitative Research Designs: The design of a quantitative

research study include the method for collecting the data, the

sample design and construction of the data collection instrument.

27

a.) Data Collection Methods – There are three basic ways to

collect primary data in quantitative research: by observing

behaviour, by experimentation or by survey.

• Observational Research – It is an important method of

consumer research, because marketers recognize that the

best way to gain an in-depth understanding of the

relationship between people and products is by watching

them in the process of buying and using products. It

provides for a better understanding of what a product

symbolizes to a consumer and greater insight into the bond

between people and products that is the essence of brand

loyalty. Observational research also provides valuable

input into product advertising. It is widely used by

interpretive researchers to understand the buying and

consumption process.

• Experimentation – It is a process of testing the relative sales

appeal of different types of variables such as package,

designs, prices, promotional offers or copy themes through

experiments designed to identify cause and effect. In such

experiments only one variable is manipulated at a time

(independent variable) while all other elements are kept

constant. A controlled experiment of this type ensures that

any difference in results (the dependent variable) is due to

different treatments of the variable under study and not to

extraneous factors.

• Surveys – The survey is made by the researcher by asking

consumers about their purchase preferences through person,

by mail or by telephone. Personal Interview surveys most

often take place in the home or in retail shopping areas.

The latter, referred to as mall intercepts, have become much

28

more frequent of late because of the high incidence of not-

at-home working women and among those who do not

work, because of fears of allowing a stranger into the home.

Telephone surveys are often used to collect consumer data

although the high incidence of working women has limited

their use. Mail surveys are conducted by sending

questionnaires directly to individuals at their home. A

number of commercial research firms that specialize in

consumer surveys have set up ‘panels’ of consumers who

for a token fee agree to complete the research company’s

mail questionnaires on a regular basis.

Data Collection Instruments – For quantitative research, the

primary data collection instrument is the questionnaire,

which can be sent through the mail to selected respondents

for self-administration or can be administered by a trained

interviewer in person or by telephone. Questionnaires must

be interesting, objective, unambiguous, easy to complete

and generally not burdensome to motivate respondents to

answer truthfully and completely. It can be open-ended

questions which require answers in the respondent’s own

words. It can also be closed-ended wherein the respondent

merely checks the appropriate answer from a list of options.

Open-ended questions yield more insightful information but

are more difficult to code and analyze. Closed-ended

questions are relatively simple to tabulate and analyze, but

the answers are limited to the alternative responses

provided.

29

Likert scale is the most popular form of attitude scale for

researchers to prepare and to interpret and simple for

consumers to answer. It is very helpful for the researchers

as it gives the option of considering the responses to each

statement separately or of combining the responses to

produce an overall summated score. It is also called as

“summated” scale.

Semantic Differential Scale is relatively easy to construct

and administer. It consists of series of bipolar adjectives

that are anchored at the ends of an odd numbered

continuum. Respondents are asked to evaluate a concept on

the basis of each attribute by checking the point on the

continuum that best reflects their feelings or beliefs. An

even numbered scale is used to eliminate the option of a

neutral answer. An important feature of this scale is that it

can be used to develop graphic consumer profiles of the

concept understudy.

Rank Order Scales are those wherein the items are ranked

in order of preference in terms of some criterion such as

overall quality or value for the money. These provide

important competitive information and enable marketers to

identify needed areas of improvement in product design or

product positioning.

Sampling – An integral component of a research design is

the sampling plan. It addresses three questions: whom to

survey (the sampling unit), how many to survey (the sample

size) and how to select them (the sampling procedure).

30

Deciding whom to survey requires that the universe or

boundaries of the market from which data is sought be

defined so that an appropriate sample can be selected.

Interviewing the correct target market or potential target

market is basic to the validity of the study. The size of the

sample is dependent both on the size of the budget and the

degree of confidence that the marketer wants to place in the

findings. The larger the sample, the more likely the

responses will reflect the total universe under study. It is

interesting to note that a small sample can often provide

highly reliable findings, depending on the sampling

procedure adopted.

4. Collecting Primary Data – Qualitative studies usually require

highly trained social scientists to collect data. A Quantitative

study generally uses a field staff that is either recruited and

trained directly by the researcher or contracted from a company

that specializes in conducting field interviews. It is necessary

to verify whether the interviews have taken place. This is

sometimes done by a postcard mailing to respondents asking

them to verify that they participated in an interview on the date

recorded on the questionnaire form. Completed questionnaires

are reviewed on a regular basis as the research study progresses

to ensure that the recorded responses are clear, complete and

legible.

5. Analysing the Data – In qualitative research, the moderator or

test administrator usually analyzes the responses received. In

quantitative research, the researcher supervises the analysis.

Open-ended responses are first coded and quantified that is

31

converted into numerical scores then all of the responses are

tabulated and analyzed.

6. Preparing a Report on the Findings – In both qualitative and

quantitative research, the research report includes a brief

executive summary of the findings. The research report may or

may not include recommendations for marketing action. The

body of the report includes a full description of the

methodology used and, for quantitative research, also includes

tables and graphics to support the findings. A sample of the

questionnaire is usually included in the appendix to enable

management to evaluate the objectivity of the findings.

32

Scope of the Research

This research study helps to put into practice the theoretical aspects of the

study. It helps in the formulation based upon which fellow researcher can

plan their studies. It helps in understanding the attitudes and behaviour of

the consumers and retailers and is very useful for the manufacturers in

producing the toilet soaps according to the consumer tastes and

preferences. Consumers preferences are changing and becoming highly

diversified. Although having some similarity, consumers are not all

alike. To better understand and meet the needs for specific group of

consumers on lightened marketers should adopt a policy of market

segmentation, which calls for the division of their potential market into

smaller homogeneous segments. The collection and analysis of

information about consumption habits provinces the field of consumer

behaviour. Successful marketer is the one who effectively develops and

produce brands that are of value to consumers and who effectively

present these products and brands to consumers in an appealing and

persuasive way. The essential reason for studying consumer behaviour is

to enable managers to make better marketing decision while reducing the

incidence of product failures. Marketing efforts are directed towards

satisfying customer needs. Satisfaction of needs provides the rational for

existence. Knowledge of the consumer behaviour helps a firm to seek

better and more effective sales and advertising strategies and to plan its

marketing program in a more effective manner. In nutshell, marketing

starts with consumers and ends with the consumers. Consumer

satisfaction thus becomes the most important goal of a business

enterprise. The key to ensure customer satisfaction lies in understanding

the consumer likes and dislikes his motivation and in nutshell the

consumer behaviour. Also what affects his purchase choice or decision

that is the decision maker and how his perceptions work on product

33

evaluation make it important to the study of consumer behaviour.

Purchase behaviour is a sound basis of identifying the consumer needs.

Therefore, the study of it for only product is of vital importance to

marketers in shaping fortunes of organizations. Also it is significant for

regulating consumption of goods and thereby maintaining economic

stability.

It is hopefully believed that the present study would definitely help to

learn about the sources of information’s for the customers during

different stages of buying sanitary goods and hence, enhances their level

of awareness and brand preference for durable sanitary goods. It is

essential for the marketers to understand what are the important sources

to create awareness of their products. The present study helps them to

evolve better promotion strategies which will help to enhance the level of

awareness of the consumers and creating a need for their products.

Rationale behind the Study

The rationale behind the study has been operationally defined as below:

The Consumer process is concerned with how consumers make decisions.

In this study the purchase process has been defined according to a “stage

mode” of buying process the consumer passes through five stages:

problem recognition, information search, evaluation of alternatives,

purchase decision and post purchase behaviour. Clearly, the buying

process starts long before the actual purchase and has consequence long

after the purchase. In the preparation of questionnaire it was attempted

that information is collected regarding different stages. Questions

regarding these five stages were put to the interviewees.

34

Problem recognition results when a consumer recognizes a difference of

sufficient magnitude between what is perceived as the desired state of

affairs and what is the actual state of affairs, enough to arouse and

activate the decision process. The situation leading the problem

recognition may be depleted stock of goods, discontentment with the

stock of goods, changing environmental and financial circumstances or

marketing activities. The term “search” refers to mental as well as

physical information-seeking and processing activities which one engages

in to facilitate decision making regarding some goal-object in the market

place consequently, search may be undertaken in order to find out about

products, prices, stores and so on related to the product. Internal search is

a mental process of recalling and reviewing information stored in

memory that may relate to purchase situation.

The marketers are interested in knowing how consumers process the

information gathered during the search process on their evoked set of

brands. There are two broad approaches: brand processing or attribute

processing. In brand processing the buyer assesses one brand at a time.

Thus, the consumers may decide to look at a particular brand, examine

several attributes, and then assess several attributes for a second and third

brand. In attribute processing, the consumer examines a specific attribute

and then compares several brands on that attribute.

The next stage is the purchase division. It involves selecting a course of

action based on the preceding evaluation process. It involves activities

such as choosing a store. In store purchasing behaviour and purchasing

patterns development of repeat purchasing patterns and the extent to

which purchases are unplanned. Paying for the purchase is a part of this

decision process. It may be either on cash or on credit.

35

The last stage is post-purchase behaviour. It refers to those behaviours

exhibited after the purchase decision. It involves consumer expectations,

satisfaction, post purchase dissonance and the feedback mechanism.

Cognitive dissonance occurs as a result of a discrepancy between a

consumer’s decision and his prior evaluation.

It is not just making a purchase decision or the act of purchasing; it also

includes the full range of experiences associated with using or consuming

products and services. It also includes the sense of pleasure and

satisfaction derived from possessing or collecting ‘things’. The outputs

of consumption are changes in feelings, moods, or attitudes;

reinforcement of lifestyles; an enhanced sense of self; satisfaction of a

consumer related need; belonging to groups; expressing and entertaining

oneself.

The consumer’s decision to purchase or not to purchase a product is an

important moment for most marketers. It can signify whether a

marketing strategy has been wise, insightful and effective or whether it

was poorly planned and missed the mark. Therefore, marketers are

particularly interested in the consumer’s decision making process. For a

consumer to make a decision, more than one alternative must be

available.

Consumers have different views and levels regarding the decision making

process. It has three sets of variables: input variables, process variables

and output variables. Input variables include commercial marketing

efforts and non-commercial influences from the consumer’s socio-

cultural environment. The decision process variables are influenced by

the consumer’s psychological field, including the evoked set that is the

brands in a particular product category considered in making a product

36

choice. The psychological field like motivation, perception, learning,

personality and attitudes influences the consumer’s recognition of a need,

pre-purchase search for information and evaluation of alternatives. The

output variables include the actual purchase that is either trial or repeat

purchase and post-purchase evaluation. Both pre-purchase and post-

purchase evaluation feedback in the form of experience serves as an

influence in future decision processing.

37

LITERATURE SURVEY

This chapter presents a brief review of the literature of various researches

conducted and articles relating to understanding of the consumer market.

Thus, the consumer market is very complicated bundle of contradictory values,

attitudes and behaviours, as shown by the study on Indian Consumers by

MARG, the Genie Study by O & M, articles in the press and experiences of

consumer markets.

Foxman (1989) stated that recent changes in demographic and household

structure have increased consumers impact on their decisions and their general

involvement in family decision-making. It was found that consumers tended to

have more said in the purchase of products that are less expensive and for their

own use. It was found that they perceived themselves to have greater influence

in the purchase power.

Moschis (1989) dealt with an important type of inter personal communication –

Family communication. They are found to play an important role in the

consumer socialization of their offspring and are instrumental in teaching them

the national aspects of consumption. The family can affect consumer learning

indirectly by influencing the youngster’s interaction with other sources of

consumer influence. Family communication leads to rather different interaction.

Patterns with other sources of consumer learning. The evidence also indicates

that the family mediates the effect of other socialization agents.

Orbany (1989) suggested that traditionally, one reason buyers search for

information prior to purchase is to reduce their uncertainty about the decision to

lower levels. Two general types of uncertainty was found-knowledge

uncertainty, i.e., uncertainty regarding information about alternatives and

38

choice uncertainty, i.e., uncertainty about which alternative to choose. Choice

uncertainty appeared to increase search but knowledge uncertainty had a

weaker, negative effect on search.

Hoyer and Brown (1990) revealed the subtle difference between awareness and

recognition. Awareness represents a state of knowledge possessed by the

consumer, whereas recognition is a cognitive process which results from

awareness. In this study the effects of brand awareness on choice, brand

sampling and the frequency with which the highest quality brand is selected

after a series of trials are examined. It was found that brand awareness is a

prevalent choice among inexperienced consumers who are faced with a new

decision task. Consumers who were aware of a particular brand in a choice set

sampled fewer brands across a series of product trials. Consumers who were

aware of one brand in a choice set tended to choose the known brand even if it

was lower in quality than other brand sampled by them.

Herr (1991) made observations regarding effects of word-of-mouth

communications and specific attribute information on product evaluations. It

was found that word-of-mouth communications have a strong impact on

product judgements, relative to less vivid printed communications. Favourable

brand attitudes are formed when a single, favourable word-of-mouth

communication is presented, even when extensive attribute information is

available. Thus the manner in which information is presented can produce

strong judgmental effects when the information flow is controlled. Although a

strong word-of-mouth effect was found, this effect was reduced or eliminated

when a prior impression of the target brand was available from memory or

when extremely negative attribute information was presented.

Childers and Rao (1992) pointed out that from consumer behaviour

prospective; it appears that their reference groups can influence products and

39

brands that individuals select. In nuclear families, the degree to which an

individual is influenced by peers appears to be significantly higher for public

than for private products and brands, while this is not the case in extended

families. This likely occurs because in nuclear families the number of

immediate family members and their importance to the individual is limited,

while in extended families there are numerous important family members

available to exercise an influence on individual’s decision making. In

traditional family structures, the brand purchased by ones parents exerts a

strong influence. The influence of peers is likely to be somewhat higher for

luxuries whereas the influence of the family is likely to be higher for

necessities.

Grover and Srinivasan (1992) determined the multiple effects of retail

promotions on brand loyal and brand switching segments of consumers. They

found that the market can be characterized by brand loyal segments each of

which buys mostly their favourite brand and switching segments each of which

switches mainly among different brands of the same type. Promotional

schemes have significant effects on market shares, the effect being across

different segments store share is related significantly to promotional

attractiveness of a store. The overall promotional attractiveness of the product

category has significant current and lagged effects on category volume and the

lagged effects resulting from consumer purchase acceleration and stock up last

longer for brand loyal segments that for switching segments.

Shergill and Kaur (1993) found that socio-economic background of consumers

influences their buying behaviour. The high income group respondents are

more quality conscious, although for most of the consumer’s price is the main

consideration. A major role in preventing brand switching is played by the

loyalty of the consumer towards a particular brand. Moreover, the buying

decisions are influenced by the media particularly TV advertising.

40

Krishna (1994) demonstrated that there is heterogeneity in consumer

knowledge of prices and deals. In addition, it was found that buyers purchase

behaviour can be influenced by not only the current price of a product but also

by what price they expect in the future. The author built a purchase quantity

model to contrast the behaviour of consumers who have knowledge of future

price deals with that of those who don’t. The model implied that consumers

with knowledge of future deals on less preferred brands as compared with those

who had no knowledge of future price deals.

Beatty and Talpade (1994) replicated and extended several elements of Foxman

(1989) study of adolescent influence while providing an integrative model of

teenager influence and a new scale of perceived relative influence. It was

found that teenagers’ financial resources were weakly associated with influence

at the initiation stage for teenager purchases. Parents dual income status

allowed the teenagers greater influence for some durable family purchases but

not for self-purchases where their influence is already substantial. This may

occur through parental delegation, which may also affect the purchases for

many other products, such as groceries.

Leclerc (1994) observed that for most products name can make substantial

contribution to brand equity. Foreign branding seems to be targeted primarily

towards influencing the brand image dimension of brand equity. Thus, foreign

branding can be an effective means of influencing consumers perceptions and

attitudes. It also showed that country-of-origin information added to foreign

branding does not result in different perceptions.

Anonymous (1995) in a “Business Today” cover story stated that the new urban

Indian consumer is not simply a member of socio economic class A1. The

generation I includes all kinds of individuals – Men, Women, Boys and Girls.

Each of them exhibits a buying behaviour that is exclusive to him or her. This

41

study found that a customer cannot be segmented in conventional terms. Only

similarity is buying behaviour links different groups of customer. The new

consumer is no longer Brand Loyal. They easily switch to the brand that

provides the highest value to them. The lowest value product is no longer

believed to be the best choice. Each product is tested empirically by the

customer before a decision is made to purchase or reject it.

Schiffman and Kanuk (1995) in a study found that more than half of the older

children influenced family purchase decisions such as choice of vacations,

stereo equipment and home computers. They also play a relatively important

role when it comes to initiating interest in a new purchase and in the actual

purchase decision. College students are an important family subgroup. In this

market, consumers have a wide range of necessities as well as purchases of

goods & services. College students are still in the process of establishing many

of their brand preferences & shopping habits. The consumer loyalties

established at this age have the potential to last very long. Many of the

youngsters help with their family grocery shopping. Parents give them

discretion in selecting brands, especially for products that they will themselves

consume. They are important not only for what they buy for themselves and

for their influence on family consumption decisions, but also because these

years are a formative period in terms of later adult consumption patterns.

Sharan (1998) in a report on a survey of Asia Pacific youngsters by AC Nileson

and TNT & Cartoon Network has said that the study entitled. ‘New

GenerAsians’ became necessary as there has been no strong recognition of kids

as a viable market and lack of information on this consumer segment. The

study observed that playing is the favourite activity of Indian Youth followed

by reading, studying, sports/exercise and drawing/painting. The study

measured Pester Power as a degree of youths influence on product purchase.

42

The study points out that Pester Power adds value to the development of this

consumer segment so that it could translate into greater sales.

Balakrishnan and Rao (1998) conducted an opinion poll on young persons in

the age group of 15 to 20 in eight metropolitan cities & found that for 75% of

the youngsters teenage years were a time of stress and anxiety about exams,

jobs, parental expectations, peer pressure, love lives, the need to look good and

dress smartly and even the state on nation. To cope with anxieties and pressure

majority turn to friends for help. Family relationship remain strong, in that

forty three percent asserted that there was no generation gap in their family and

that they feel comfortable sharing their problems with parents and siblings.

The youngsters had sufficient freedom and control over their lives but were

more anxious about their academic performance, which suggested that their

anxiety actually has to do with their high aspiration level and strong motivation.

Bansal (1998) found that every teenager is bound by two pressure groups:

parents and peers. It is in resolving the vastly conflicting expectations of these

two groups, coupled with his or her own aspirations that almost every teenager

goes through the anxiety mill. The overriding desire to succeed is important to

them to look good for them any well filling pair of jeans won’t do. You have to

be branded, packaged, and labeled. Brands and designer goods can raise or

lower their status among their peers. Youngsters make more money these days.

Feeding on this syndrome and insidiously fuelling is the barrage of

advertisements, which exhort teenagers to be special and different from the

crowd. ‘Be Yourself’, ‘Wear Your Attitude’ scream the hoardings. Parents

also display middle class nostalgia-tinged guilt and do not want to deprive their

offspring of the things that they themselves longed for when they were

younger.

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Youth in India is not simple according to Bijapurkar (1998). It embodies an

entire generation born into discontinuity and the most important thing about

markets in discontinuity is that on one has any prior experience or useful

conventional wisdom about them. Youth market comprises large number of,

young people whose consciousness has been shaped by the liberalization of

India. The youth today is a confusing, complex bundle of contradictory values,

attitudes and behaviour. Even more worrying is the fact that the youth market

of today will be the mainstream market of 2005. She looked at the youth

market from a perspective of age cohorts. 1985 marked the beginning of a new

kind of India. This generation is highly consumption oriented because the

parents of these children were young enough at the time of liberalization. They

are also caught between not only high aspiration to consume and also moderate

opportunity to do so. This makes them a confusing mixture of values, attitudes

and life styles.

Anonymous (1999) has reported that in the youth marketing forum held on 10th

March, 1999 the marketers gathered to find ways to make their brands relevant

to the youth. Roughly one third of the urban population is 15-25 years old. 15-

25 years old account for one out of every four home PC’s, one out of every

three internet connections; one out of every four pagers; and one out of every

three mobile phones. An open and an innovative mindset makes them

important for new categories. The fast-forwarding 90’s Indian is going global.

This has led to a need to change attitudes, values and life styles. “Enjoy” is the

all-encompassing attitude to life. Generation gap has been reduced. Parents

have now become friends, confidants and companions and as such are respected

and obeyed. All youth icons today like Sachin Tendulkar and Shahrukh Khan

are eminently successful, embody conformist values and are mostly film stars

and cricketers. Youth today is brand conscious, stringently assesses price-value

equation, and is keen to be seeing as buying the best, which may not necessarily

be foreign.

44

Sasan (1999) reporting on A & M-ORG-MARG survey about teenage status

symbols shows that the new generation is perfectly willing to wear, eat, sleep,

drink and do anything global. Infact, they will soon be India’s first internet

generation. Connected, confident, consumerist. Today’s youth have been fed

not only on stories of liberalization but also on the fruits of it since this lot was

in the 9-12 year age bracket when the economy opened up. These consumers

see the material trapping of wealth as the rewards of a good career. So

teenagers are focused on ambition the top status symbol. They know how to

spend within their pocket money, which translates into purchasing power. It

also reflects the decision - making liberty given by one’s parents. It is not in

vain that an increasing number of ads target this audience. But this lot isn’t too

brand loyal and is willing to experiment. So long as “somebody else” in the

friends circle takes the lead.

All the above studies show that youth have now become an important market

segment due to their increasing number, large influence of their family and

peers purchase behaviour and increasing purchasing power. All the previous

studies have concentrated on children upto the age of 12 years. There have

been no studies on the youth in the age groups of 15-24 years, which is an

important time as most of the preference and habits formed in this time last for

a lifetime.

Prof. Ramesh Kumar, IIM Bangalore (2001) has reported that brand today is

hard to stand at the leading position. Toilet soap brands are facing many

challenges so as the consequent, wherein it has to compete with one another. A

strong brand may find several challenges to keep remaining on its top position.

In order to make the toilet soap brands great, the businesses should follow

consistency in delivering the promise, superior products and services should be

manufactured, distinctive positioning and customer experiences should be

made, alignment of internal and external commitment to the brand and an

45

ability to stay relevant should be followed. They have to explore their

understanding of brand and link their perception to the business matter

according to the greatness of brand.

Soumen Chatterjee, NSHM (2003) has reported that customer perception is a

domain factor in marketing wherein the companies need to understand the

unique customer perception to facilitate advertising and sales promotional

efforts towards a better bargain. This has to be analyzed for better results by

the company to match performance and expectation.

Ken Butcher (2008) has reported that from an analysis three service quality

dimensions that is interaction quality, appeal and performance comparision are

significantly and positively correlated to both customer satisfaction and loyalty

in order to find out the effect of cultural values on customer satisfaction and

loyalty.

Nelson (2007) has reported about the impact of relationship marketing strategy

on customer loyalty. This can be created, reinforced and retained by marketing

plans aimed at building trust, demonstrating commitment to service,

communicating with customers in a timely, reliable and proactive fashion and

handling their conflicts efficiently.

Michel Laroche (2007) has reported the advertisement effect and competition

into the framework and examines the effects on consumer’s attitudes and

purchase intentions in multiple-ad and multiple-brand environments. It is

indicated that information about a competing ad and brand is processed

comparatively and that evaluations of the competing ad and brand negatively

influence evaluations of a local ad and brand. Contributions of this study are

that ad effect is an important determinant in the formation of ad attitude and it

46

can be incorporated into the dual mediation model to explain the effects of

advertising on consumer behaviour.

Lars Meyer (2008) has reported that consumers typically patronize multiple

outlets, which leaves outlets striving to earn a greater portion of consumer

expenditures. It improves the theoretical and empirical knowledge about the

impact of retailing loyalty programmes on customer purchasing behaviour. All

behavioral indicators show that members and non-members of loyalty

programmes demonstrate significantly different purchase behaviors irrespective

of other factors.

Hsieh & Chung (2008) has reported that the relationship between customer

perceptions of public relations and customer loyalty to test for the moderating

role of brand image in that relationship. Consumer’s perception is an

antecedent of loyalty. The impact of public relations perception on customer

loyalty is stronger and more significant when the brand image is favourable. It

extends previous research by examining the moderating role of brand image to

identify the key moderators of the driving force of public relations in relation to

customer relationship marketing.

Mosad Zineldin (2006) has reported about examining and developing a better

understanding of triangle relationship between qualities, customer relationship

management and customer loyalty that might lead to companies’

competitiveness. It improves the overall satisfaction and loyalty and the

ultimate outcomes.

Vivek Joshi (2004) has reported that brand identity includes brand names,

logos, positioning, brand association and brand personality. A good brand

gives a good first impression and evokes positive associations with the brand.

47

Brands help in generating incremental revenue and in creation of an identity for

the business/market.

Manoj Trivedi (2000) has reported that to understand consumers each brand has

to start by asking basic questions like who, why, when and where thereby the

different kind of consumers with different tastes, needs, attitudes, likes,

dislikes, character, conduct, nature, behaviour and conduct could be identified

and analyzed for the successful marketing of the toilet soaps.

Maxwell Winchester (2008) has reported that positive and negative brand belief

levels differ before and after the consumers detect from a brand or take up a

new brand. It is measured and compared across those who defected from a

brand and those who took up a new brand. It contributes to the understanding

of the brand belief behaviour relationship using two very different longitudinal

studies. It also investigates and compares the effects of negative beliefs with

that of positive beliefs.

Claude (2008) has reported that brand portfolio strategy and brand portfolio

management can create a higher and stronger level of competitive advantage

that is harder to grasp and imitate. The juxtaposition of brands is one of the

elements for the development of a brand portfolio, which is a combination of a

brand ensemble and organizational savoir-faire. It shows the strategic

marketing relationship and broadens the field of brand analysis and shows how

a brand portfolio can create a stronger and higher level of competitive

advantage.

Bhimroa Ghodeswar (2008) has reported the framework for building brand

identity in sequential order, namely positioning the brand, communicating the

brand message, delivering the brand performance and leveraging the brand

equity. Brand building effort has to be aligned with organizational processes

48

that help to deliver the promises to customers through all company

departments, intermediaries, suppliers etc. all these play an important role in the

experience that customers have with the brand.

Eduardo Torres (2008) has reported that customer satisfaction and loyalty

focuses on brand rather than product. It shows the relationship between

satisfaction and loyalty, which is significantly present when evaluating products

alone and also when combining with the brand, which indicates that there is an

intermediate position between product and brand. The relationship of

satisfaction and loyalty starts with the product includes the product – brand, and

culminates with the brand.

Julian Cheng (2007) has reported that there exist differences of consumer

perceptions on product quality, price, brand leadership and brand personality

among national brands, international private labels and local private labels. It

aims to use product categories as the moderator of the preceding perceptions.

Yolando Polo (2008) has reported that how a brand extension will affect the

overall brand image. The results show that the brand extension strategy dilutes

the brand image in both markets. It is found that brand image before extension

has positive effects on brand image after extension. It is suggested that a firm

that has a good brand image before the extension will be less as risk when it

launches a new product onto the market with the same brand name. Its best

market will be those when consumers who already know the brand’s products

and who at the same time perceive a better image of it. The closer the extended

product is to its core market, the more positive will be its acceptance by

consumers which will translate into a better image evaluation. It analyzes how

extending a brand may affect the parent brand image in global brand.

49

Leslie (2008) has reported that global brands have budgets that exceed GNP of

small nations and they have altered every aspect of the lives of people all over

the world. It provides strategic insights and practical thinking that have

influenced some of the world’s leading organizations.

Hari Sundar (2002) has reported that the integration of entire key retailing

variables such as store format, merchandising, pricing, promotion, after sales

service, sales force etc. would help in converting the prospective customer into

a brand loyal one. An important pre-requisite for effective positioning to the

target customer segment is intimate knowledge of the behaviourial and need

dynamics.

Sharad Joshi (2003) has reported that Advertising must be evaluated in terms of

its perceived value to consumers especially children and youth as they are

inexperienced consumers. Advertisement creates attitude and the direct

influence can be seen on children and youth in the way they start perceiving the

world around them at large. It’s reflected on the way of behaviour and

tendency to react on a particular situation. The indirect effect can be seen on

purchasing decision of parents when they start taking into account the

preferences of children.

Prof. Magesan (1994) has reported that consumer protection measures have

ensured better protection of the rights and interests of the consumers and also

ensured effective redressal to consumer disputes. The possibility of unsafe and

spurious or low quality products entering in the market is increasing

particularly in this era of globalization with WTO regime. An appropriate

strategy and methods have to be developed for ensuring the quality and safety

and assuring fairness in pricing the consumer goods entering the market.

50

Huihuang Zhu (2007) has reported that market situation is determined by the

needs of the consumers. Advertisements play a vital role in making the

consumers aware about the product with respect to its features, price, safety and

applications. Companies create their advertisements to position their products

in the various market segments and target different classes of people. The

Consumer Protection Act and the MRTP Act provides with different provisions

to regulate the advertisements and media, to protect the consumers and help

them to receive the right product. Consumerism is concerned with protecting

the consumers from all organizations with which there is exchanged

relationship. It encompasses the set of activities of government, business,

independent organizations and concerned consumers that are designed to

protect the rights of consumers. Consumer’s satisfaction will benefit not only

business but government and society as well. Ethics and social responsibilities

should also be given undue importance.

Chung Kai (2008) has reported that public relations, consumer perception and

customer loyalty are interlinked and interconnected. The dimensions of

development, level of complexities as to the relations with different people,

simplification of trading routines, increasing wants and needs and conducive

supportive services made the government, marketers, promotion agencies to

think differently to mould the consumerism culture for the benefit of the entire

globe. Business Organizations having good public relations and rapport with

the customers and producing goods according to the needs and requirements of

the customers can build up customer loyalty and properly match with the

customer perceptions and customer expectations thereby the goals and

objectives of the organization can be accomplished effectively and efficiently.

Parameswaran (2008) has reported consumer affairs provisions are often based

on the general standard and circumstances of those living in big cities and

51

towns. Consumers need support in maintaining their rights so that they can

bargain equally with the producers or the service providers.

Cafod (1997) has reported that ethical consumers would seek to purchase or use

goods that can demonstrate social and environmental responsibility.

Consumers are becoming more discerning as a result of changing tastes and

expectations.

Kotler and Keller (2007) has reported that in today’s fast paced high-tech age

businesses use advertising to make prospects aware of their products and

services and to earn profits through increasing their sales and sales turnover.

Kotler and Armstrong (2004) have reported that consumers are bombarded with

more than 1500 commercial messages a day. Consumer awareness grows;

marketers and advertisers are fast learning that in these days when the

consumer is king, nothing but the best would do. Analyzing consumer

behaviour is a costly implementation of sophisticated information technology,

which requires detailed planning and business knowledge for successful

adoption.

Roger (2002) has reported that marketers need to continuously adjust their

behaviours and marketing programs to fit into the targeted markets. In order to

match the marketing mix with consumer preferences, purchasing behaviour and

product use patterns in a potential market, marketers must have a thorough

understanding of the cultural environment of that market.

Ramaswamy (2001) has reported that consumer behaviour has an important

position on the sales of any product. Every business needs to make an analysis

of changing consumer behaviour in relation to their product. The behaviour

pattern depends upon the more number of variables like mindset of consumer,

52

climate, income level, taste, expectations, desires and environment in which

they purchase. Changing trends caused by economic status have resulted in the

market of the product to purchase. This brings about notable variations in the

behaviour pattern of consumers affecting the marketing actions of any product.

Krishnaswami (2005) has reported that the performance of the toilet soaps

company is based on customer-oriented one. It also depends on the consumer’s

consumption and satisfaction. The customer can be satisfied only when the

right products with the right quality and quantity reach them in the right time

with right price from the company. The availability and advertisement

feedback should be given importance which is very helpful for the marketers

for understanding changing consumer’s behaviour and their expectations while

consuming toilet soaps.

Mosad Zineldin (2005) has reported that in today’s competitive market

characterized by changing customer values, it is extremely difficult to retain

customers to realize long term benefits. All this is possible through creating

awareness among the customers about the various services and facilities offered

to them. The customer continues to be relevant in the next millennium and will

hold the key for success of any organization.

Panandikar (2007) has reported that buying behaviour of customers in weekly

market is different from daily market. In this aspect, different types of buying

behaviour of customers are highlighted.

Nitu Saxena (2009) has reported that numerous products are available in the

market and the customers are confused before buying anyone of the product he

needs it. Before taking a decision to buy a specified product generally a

customer is passing through various stages depending upon the complexity of

the purchase and the buyer’s behaviour. Today marketers must know the real

53

needs, wants; beliefs and attitudes of the buyers to earn profits under globalize

economy.

Philip (1972) has reported that the consumer is the forgotten man of the modern

Indian Economy. He is the least organized and the most centrifugal element in

the circle of investment, production, sale and consumption and is generally

taken for granted as one who has any how to buy in order to live. They are

unorganized. Consumer includes the buyer, user, hirer or beneficiary of any

goods or services. Consumer orientation is an essential ingredient of marketing.

The marketing concept emphasizes that the marketing policies should be based

on the needs of the consumers and aim in achieving the organized goals

through consumer satisfaction. An alert consumer is an asset to the nation and

by being aware of his rights and responsibilities; he can change the trend from

caveat emptor to caveat venditor. On the whole consumer is the king around

which the Indian economy rotates.

Meenu Agarwal (2006) has reported that consumers use different products right

from birth to death. Entire business is revolving around the customer. He is

considered as the king of any product, but in reality customers are exploited by

the sellers while offering goods and services. Awareness and promotional

measures about consumerism in the minds of consumers will arrest the

exploitation from the sellers.

Kapoor (2005) has reported that Global marketing strategy attempts both to

analyse consumer behaviour and to adopt market as per their behaviour.

Behaviorial analysis is obviously an extremely challenging task. Consumer

behaviour plays a major role as it does in establishing the products reputation

for high and consistent quality which is a key component of building a perfect

market.

54

Joseph Sirgy (2008) has reported that there are different kinds of people with

different cultures, values and beliefs. Consumers make purchase decision by

considering the countries-of-origin of the brands that they assess which

influences the consumer’s rate, quality and also the brand they select ultimately

because they are aware that a particular firm or brand name is associated with a

particular country. Moreover they tend to have an attitude or preference when

it comes to a particular product being made in a particular country. Therefore

the International marketers have to satisfy the needs of the consumers in

potentially very distinct markets effectively by understanding the similarities

and differences that exist between the people of the countries they decide to

target.

Jamal Uddin (2009) has reported that consumers are the real masters of the

marketing and selling industries by adopting a proper ways and means of

protecting the interest of consumers, the nation could be able to achieve a better

position in globe of consumerism. Moreover the consumers are to be educated

through various laws and measure taken for the protection of them which will

yield a good citizen to the nation.

Dahiya (1999) has reported that Industrial and consumer markets in India have

witnessing many changes driven by globalization and privatization. Production

oriented market has been shifting towards consumer oriented market. An

understanding of brand awareness and consumption pattern could help

economic planners, marketers, producers and Government to find new

opportunities in the market as well as to design their strategies in relation to

national economic planning, advertisement, to generate sources of income,

production and promotion of products.

55

Hawkins (2003) has reported that consumers are growing more spectacle and

more cynical. So they need fair products. Marketers have good opportunity for

building holistic relationship with consumers and only creative marketers

survive in the crisis. Marketers should analyze global trends and respond to

them in real time if they want to stay in reckoning and time for a bolder

strategy. Marketers should examine the issues relating to predictability,

sustainability, flexibility, risk ability and profitability.

Ramaswamy (2005) has reported that from the marketing point of view, the

market structure in India is dichotomous having rural and urban markets. There

are certain unique characteristic features in rural consumer behaviour which

call for separate marketing strategies to be distinctively developed to suit the

rural and urban market behaviour.

Matin Khan (2001) has reported highly competitive and fragmented media

markets, attracting media buyer’s resources has become more important for

most media companies than ever. Media is affecting every consumer on his

behaviour, lifestyle and also protecting him in the market, even though it has to

develop more towards customer orientation.

Ramsay Iain (2000) has reported that demographic, psychological and social

factors have an impact on the behaviour of the consumers. Consumer’s

attitudes keeps changing but they have needs and wants to purchase goods and

services for their survival. Consumers keep making changes according to their

mode of purchase, quantity of purchase, compromising needs and their

affordability level.

Suja Nair (2004) has reported that in a developing economy like India, it is felt

that plight of the consumers are not different from that of their counterparts in

the rest of the world. Indian consumers are well educated and unable to

56

comprehend and understand the complex methods of marketing. Every

consumer has individual needs and abilities and it is necessary to find a wide

variety of ways of delivering consumer education messages. With Integrated

Marketing Communication approach educating the consumers can be made

effective and meaningful.

George (2002) has reported that with globalization and greater thrust towards

privatization, along with increased awareness on account of increased

availability of information, today’s consumer has changed radically. The

consumer today wants greater value for the money spent. The need for

empowerment of consumers as a class cannot be over emphasized as the level

of awareness of the consumer has a significant role in determining the way

business is conducted in a country.

Roshan Lal (2009) has reported that consumers’ buying behaviour is not

consistent with their positive attitude towards ethical products. The consumer

feels responsible towards society and expresses these feelings by means of his

purchasing behaviour. There exists proper relationship with ethics and markets.

The responsibility of the corporates exists in moulding the ethical behaviour of

the consumers.

Michael (2009) has reported that beliefs and values are guides for consumer

behaviour and the customs are the usual accepted ways of behaving. There are

different kinds of people with different cultures along with differences in

language, consumption patterns, market segmentation opportunities and market

research conditions. There also exist differences in the perceived benefits of

products and services, criteria for evaluating the products and services and also

differences in the economic and social conditions and family structure.

57

Keller (1993) has reported that brand preference exists in the toilet soap

industry. Majority of the consumers do not buy whatever is available if a

product is having good value for its price, it will command brand loyalty.

Advertising helps in projecting product quality and value before the consumers.

Majority of the respondents have been selecting brand based on the quality

only. The companies concentrate on the development of the products in order

to modify their strategy which builds a strong relationship with their consumers

in future. Better positioning helps the companies to recall their brand, because

it occupies a special place in the consumer’s mind. The Indian consumer

market is estimated to grow at 13% annual from 322 billion dollars in 2006-07

rising up to 590 billion dollars in 2011-12. Fueled by Indian growing education

and aspiring rational middle class demanding a better retail environment and

more global brands and style leading to a big change in market share from 4%

in 2006-2007 to grow at a 45% to 50% expected to be 16% share by 2011-

2012.

Lokhande (2006) has reported that consumer buys any goods for the purpose of

personal consumption irrespective of the fact whether the consideration is paid

or promised fully or partly. The most common strategy followed is to build

volumes or market share and back it up with larger production bases to achieve

economies of scale and thus cut costs. Customers are seen to prefer soaps with

better features and ready to pay a higher price for that. In the premium end of

the market the product quality is of utmost importance. Companies are also

involved in an intense brand building exercise. They are introducing new

models to face competition which has led to a wider choice for customers.

Agarwal & Teas (2000) has reported that consumers are faced with quality and

product performance uncertainty while choosing among competing products,

hence they rely on cues as extrinsic attributes. Brand, price, package and

warranty are the signals of perceived quality. Colours are important elements

58

of marketing strategies and they are essential features of packages, especially in

product labels. Labels are one of the most important features of product

packaging and they are designed to communicate a message. Colour

combinations in labels are considered as the extrinsic attributes used as signals

of quality by consumers.

C.B Gupta (2006) has reported that consumer provide the economic rational for

business activity. The data mining technique can ensure the consumer purchase

pattern in the market. Marketers have to meet the preferences of consumers,

because the beliefs are passed down the generations. The market leader will try

to encourage habitual buying behaviors of running frequent reminder

advertising, avoiding out of stock conditions. Challenger firms will encourage

variety seeking by offering lower prices, deals, free samples and advertising

that presents reasons for trying something new. Consumer purchase decisions

will be to buy the most preferred brand. Many purchases involve risk taking.

The marketer must understand the factors that provoke feelings of risk in

consumer and must provide information and support that will reduce the

perceived risk. Buyer motivation, a key component of consumption is the

stimulus inducement or purpose in a certain desire.

Jegan (2009) has reported that retailing is gradually inching its way towards

becoming the next boom industry. The consumer decision making process is a

complex phenomenon. The purchase of goods includes a number of factors

that could affect each decision. Decision making is more complex and even

more important for consumers today than in the past. The consumer’s decision

making styles are price consciousness, quality consciousness, recreational,

confused by over choice, novelty consciousness and variety seeking. Profiling

consumers by their decision-making styles provide more meaningful ways to

identify and understand various consumer segments and to target each segment

with more focused marketing strategies.

59

Larry and Joan (2009) has reported that consumers interpretations of the soaps

found in reference to price advertisements pointed out that consumer perception

of the credibility and fairness of stated prices is an important factor in overall

satisfaction. Although many marketers assume that the traditional phrases

“regular price” versions “sale price” have the same meaning for all consumers,

this is unlikely given the evidence that perceptions of marketing stimuli vary

widely among consumers.

G.K Kapoor (2008) has reported that with the advent of liberalization in 1991,

the Indian economy has opened up and the consumption patterns of an average

Indian consumer have drastically changed. Moreover the world also entered

into our homes in 1991 through cable and satellite televisions. The incomes

were increasing during this period, and with the availability of credit the

tendency to consume by consumers increased. The last decade had been a boon

for the Indian consumer with the availability of choices across all major product

categories.

Noor Jahan (2009) has reported that malls in India are a relatively new format

for retailing. Malls are coming up across several cities in India. We have

around 220 malls in our country and there is going to be 600 malls by 2010.

Malls are called gigantic amusement parks for the middle class in metros. The

secret of the success of the mall lies in its mass appeal like it has something on

offer for everyone in the family. There is a wide range of shopping

experiences, bargains and discounts or high-end brands for couples, gaming and

other amusement facilities for kids a large choice of cuisines for family needs

and also the multiplex theatres. Bangalore is a great place for window

shopping. It is famous for the shopping malls which have some of the finest

and biggest malls in India like the Forum, Garuda and Bangalore Central etc.

Large numbers of customers visit daily to purchase different kinds of products

especially consumer goods wherein they will have wide variety of products and

60

the opportunity to evaluate and select the best product according to their needs,

tastes, preferences, likes, and dislikes etc. which help them in taking sound

consumption decisions.

Susan Fournier (1998) has reported that consumers often judge the quality of a

product on the basis of a variety of informational cues; some are intrinsic to the

product like colour, size, aroma etc. while others are extrinsic like price, store

image, brand image, service environment etc. In the absence of direct

experience or other information, consumers often rely on price as an indicator

of quality. The images of retail stores influence the perceived quality of

products they carry, as well as the decisions of consumers as to where to shop.

Consumer behaviour of toilet soaps is influenced by demographics, lifestyle,

personality, motivation, knowledge, attitudes, beliefs and feelings. It is

concerned with consumer needs and consumer actions in the direction of

satisfying needs which leads to the behaviour of every individual depending on

thinking process. It is also influenced by culture, sub-culture, locality, royalty,

ethnicity, family, social class, reference groups, lifestyle and marketing mix

factors.

The consumer will be the decisive factor in all the activities which will revolve

around him. Starting from production, marketing, delivery, pricing all the

facets of business will have consumer as the focus. It is imperative from this

that the consumer behaviour will be crucial factor to determine all the activities.

It is important to understand as to what influences a customer to buy the

product and whether he is satisfied with the same product or not. Thus

understanding of consumer behaviour is of paramount importance in the present

scenario in order to stay ahead in the competition and to gain competitive

advantages in the modern competitive and contemporary business world.

61

OBJECTIVE OF THE PRESENT WORK

The basic idea of the Research is to survey the behaviour of the

consumers while consuming the toilet soaps in the market and how they

utilize the marketing skills and applications in making consumption

decisions.

The Objectives of the Research is to study the problems related to the

following:

a. To find out the attitudes of consumers towards toilet soaps.

b. To find out the tastes and preferences of the consumers towards

branded soaps.

c. To find out which price slots are convenient to buy.

d. To analyse the competitors activities in selling products in

consumer market.

e. To find out the importance of retailers in the consumer market.

f. To find out which factors play a major role for toilet soaps in

consumer market.

g. To find out which of the advertising media course helps to know

consumers about the toilet soaps.

h. To understand the purchase habits of the end consumers and

the factors which influence their purchase habits.

62

EXPERIMENTAL WORK

The subject matter has been briefly discussed in the introduction to the

Synopsis. Also it will brief the behaviour of consumers with respect to

toilet soaps in the present market scenario with specific reference to

Bangalore City.

Research Methodology

Research Methodology is a way to systematically solve the research

problems allotting procedure, steps of plan. It explains the various steps

that are generally adopted by the researcher in studying the research

problem along with logic behind them. It will brief the behaviour of the

consumers with respect to toilet soaps in the present market scenario

with specific reference to Bangalore City.

Research Components

• Research Design

• Sampling Technique

• Instrument for data collection

• Questionnaire Design

• Research Tools

Need for the Present Study

The consumer market scenario is undergoing a rapid change. The Indian

government policies and programs are changing the present consumer’s

life style, literacy level, consumption expenditure and communication.

The present study is undertaken particularly to understand the consumers,

their attitudes, characteristics, tastes, preferences and also understand the

importance of retailers.

63

Data Base

Primary Data

The primary data will be collected through the questionnaire and personal

interviews with the ultimate consumers.

Secondary data

The Secondary data is collected from newspapers, magazines, trade

journals, brochures, catalogues and other published records of consumer

goods

Tools and Techniques for analysis

The data will be collected through interview and questionnaires to be

analysed by using the different statistical tools and techniques for

analysis

Hypothesis

H1. Changes effecting the Consumer Needs, Tastes and Preferences that

play a significant role in Consumption Decisions.

H2. Changes affecting the Market Environment, which play a significant

role in the behaviour of the Consumers.

H3. The Consumers Protection Act on Consumers brings about some

positive changes in the behaviour of the Consumers.

H4. There is a significant improvement in the quality of goods, after the

assessment made by the ISI and AGMARK.

64

Selection of Sample

Market research will be done and conclusions will be drawn about large

group of consumers by studying a sample of the total consumer

population. A sample is segmented of the population selected to present

the population’s whole / ideally the sample will be representative so that

the research can make accurate estimates of thought and behaviour of the

larger population.

Designing sample requires three things to be done:

• Deciding who is to be surveyed (Deciding Sample Unit) – Urban

Consumers in Bangalore City.

• How many people should be surveyed (Deciding Sample Size) –

400 Urban Consumers.

• How many people in the sample to be chosen (Deciding about

sampling procedure) – 400 urban consumers will be chosen in the

sample.

The type of sample design used by me in the survey was that of

Non - Probability Quota sampling method since the sample will

be chosen at random.

Hence this study was dealt with stratified random tool, which is one of

the popular methods of sampling.

Stratified random sampling is generally applied in order to obtain a

representative sample. Here under stratified random sampling method

the population is divided into different sub-populations called “Strata”

which are more homogeneous than the total population and then we select

items from each stratum to constitute a sample. Since each stratum is

65

more homogeneous than the total population, we are able to get more

precise estimates for each stratum and by estimating more accurately

each of the component parts; we get a better estimate of the whole, which

results in more reliable and detailed information.

Stratified random sampling requires three things to be done:

1. Forming of Strata – Strata are formed on the basis of common

characteristics of the items to be put in each stratum. There has to

be relationship between the characteristics of the population and

the characteristics to be estimated which are normally used to

define the strata. Here in this study the strata are formed taking

into consideration the urban consumers in the Bangalore city

wherein the Bangalore city will be sub-divided into 4 stratums

namely (Bangalore East, Bangalore West, Bangalore North &

Bangalore South). Each stratum is divided equally and will have

100 urban consumers each. In each stratum there will be domains

and parameters, which are again equally divided like:

Age: Below 20 years; Between 20 – 40 yrs; Between 40 – 60 yrs;

60 years & Above

Sex: Male/ Female

Income: Between Rs.25, 000 – 50, 000 ; Between Rs.50, 000 –

Rs.1Lakh Between Rs.1 Lakh – 2 Lakhs; Between Rs.2

Lakhs & above.

66

2. Selection of Items from each Stratum – Here in this study simple

random tool is used for selection of items for the sample from each

stratum, which gives more reliable and appropriate informations.

3. Allocation of sample size of each Stratum – Here in this study the

method of proportional allocation is followed wherein which the

sizes of the samples from the different strata are kept proportional

to the sizes of the strata. This method is used when the cost of

selecting an item is equal for each stratum, there is no difference in

within-stratum variances and the purpose of sampling happens to

be the estimate of the population value of some characteristic.

Primary Data will be collected through the questionnaire and personal

interviews with the consumers, which assures greater degree of accuracy

and reliability as it comes straight from the respondents.

Secondary Data will be collected through Newspapers, Magazines and

trade journals, brochures, catalogues and other documents are also helpful

for gathering secondary data.

67

Limitations of the Research

a) The time available at disposal of the research was limited for an

Independent Study.

b) Since the universe of the survey was quite large, it was not feasible

for the Interviewer to cover all the customers of the city

c) Respondents lack of time to give information and casual attitudes.

d) The study was only limited to Bangalore City.

68

DATA ANALYSIS AND INTERPRETATION

Frequency Tables

Table 1.1

Frequency for Gender

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Female 200 50.0 50.0 50.0

Male 200 50.0 50.0 100.0

Total 400 100.0 100.0

Inference: Equal number of male and female respondents were chosen for the

Study.

5050

GENDER

Male

Female

69

Table 1.2

Frequency for Occupation

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Business 56 14.0 14.0 14.0

Housewife 61 15.3 15.3 29.3

Student 88 22.0 22.0 51.3

Service 70 17.5 17.5 68.8

Professional 67 16.8 16.8 85.5

Others 58 14.5 14.5 100.0

Total 400 100.0 100.0

Inference: There was more or less equal representation from the various

occupations in the study, with highest representation from the

Students (22%).

14

15.3

2217.5

16.8

14.5

OCCUPATION

Valid Business

Housewife

Student

Service

Professional

Others

70

Table 1.3

Frequency for Income

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Rs 25000 to Rs 50000 202 50.5 50.5 50.5

Rs 50001 to Rs

100000

79 19.8 19.8 70.3

Rs 100001 to Rs

200000

68 17.0 17.0 87.3

Rs 200001and above 51 12.8 12.8 100.0

Total 400 100.0 100.0

Inference: 50% of the respondents belong to the first income group.

There is least representation from the highest income group.

50.5

19.8

17

12.8

INCOME

Rs.25000-50000

Rs.50001-100000

Rs.1000001-200000

Rs.2000001 & above

71

Table 1.4

Frequency for following measures laid down by the government by

Consumer goods manufacturers

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid All measures 139 34.8 34.8 34.8

Few important

measures

186 46.4 4 80.8

None of the measures 75 18.8 18.8 99.5

Total 400 100.0 100.0

Inference: Consumer goods manufacturers seem to be following

few important measures (46%) or all the measures (35%).

72

Table 1.5

Brands that come to their mind about Toilet soaps

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Ganga 83 20.8 20.8 20.8

Lux 86 21.5 21.5 42.3

Nirma 57 14.3 14.3 56.5

Camay 52 13.0 13.0 69.5

Lifebuoy 62 15.5 15.5 85.0

Others 60 15.0 15.0 100.0

Total 400 100.0 100.0

Inference: The top of mind recall is for Ganga and Lux (21%).

Camay and Nirma show lower recall (13 to 14%).

20.8

21.5

14.3

13

15.5

15.5

BRANDS

Ganga

Lux

Nirma

Camay

Lifebuoy

Others

73

Table 1.6

Frequency of what they like about the brand

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Colors 75 18.8 18.8 18.8

Perfume 189 47.3 47.3 66.0

Size 80 20.0 20.0 86.0

Shape 56 14.0 14.0 100.0

Total 400 100.0 100.0

Inference: The perfume seems to be the most important factor that they like

about the brand (47%). The least important seems to be

shape (14%).

74

Table 1.7

Frequency for the Preferred Brand

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Ganga 75 18.8 18.8 18.8

Lux 83 20.8 20.8 39.5

Nirma 58 14.5 14.5 54.0

Camay 49 12.3 12.3 66.3

Lifebuoy 73 18.3 18.3 84.5

Others 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: The preferred brand is Lux (21%). The least preferred is Camay

(12%).

18.8

20.8

14.5

12.3

18.3

15.5

PREFERRED BRANDS

Ganga

Lux

Nirma

Camay

Lifebuoy

Others

75

Table 1.8

Factors influencing purchase of toilet soap

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid T.V. Ads 146 36.5 36.5 36.5

Suggestions by

Retailers

29 7.3 7.3 43.8

Radio Ads 67 16.8 16.8 60.5

Suggestions by

Friends

18 4.5 4.5 65.0

Print Ads 76 19.0 19.0 84.0

Others 64 16.0 16.0 100.0

Total 400 100.0 100.0

Inference: T.V ads are the biggest influence on purchase of toilet soaps

(36.5%). Friends have the least influence on the purchase (4.5%).

36.5

7.316.8

4.5

19

16

PURCHASE OF TOILET SOAP

TV Aids

Suggestions by Retailers

Radio Ads

Suggestions by Friends

Print Ads

Others

76

Table 1.9

Frequency of what the toilet soap gives the respondent

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Recognition 63 15.8 15.8 15.8

Value for

money

135 33.8 33.8 49.5

Satisfaction 125 31.3 31.3 80.8

Any others 77 19.0 19.0 100

Total 400 100.0 100.0

Inference: Value for money and satisfaction are the two important factors

according to the respondents.

15.8

33.831.3

19

WHAT TOILET SOAP GIVES

Recognition

Value for money

Satisfaction

Any others

77

Table 1.10

Frequency of basis for selection of brand

Particulars Frequency Percent

Valid

Percent Cumulative Percent

Valid Popularity 105 26.3 26.3 26.3

Image 49 12.3 12.3 38.5

Brand name 168 42.0 42.0 80.5

Availability 78 19.5 19.5 100.0

Total 400 100.0 100.0

Inference: Brand name followed by popularity is the most frequent basis of

selection of brand

26.3

12.3

42

19.5

BASIS OF SELECTION

Popularity

Image

Brand name

Availability

78

Table 1.12

Frequency of part of Bangalore city respondent belong to

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Bangalore East 101 25.3 25.3 25.3

Bangalore

North

101 25.3 25.3 50.5

Bangalore

West

98 24.5 24.5 75.0

Bangalore

South

100 25.0 25.0 100.0

Total 400 100.0 100.0

Inference: Sample has been chosen more or less equally from all parts

of the city.

25.3

25.324.5

25

AREA OF RESIDENCE

Bangalore East

Bangalore North

Bangalore West

Bangalore South

79

Tale 1.13

Frequency of type of Consumer Goods purchased

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Local 76 19.0 19.0 19.0

Branded 324 81.0 81.0 100.0

Total 400 100.0 100.0

Inference: 81% prefer branded goods as compared to local goods.

19

81

0 0

CUSTOMER PREFERENCE

Local

Branded

80

Table 1.14

Frequency of price sensitivity of respondent

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 106 26.5 26.5 26.5

To some extent 235 58.8 58.8 85.3

Yes 59 14.8 14.8 100.0

Total 400 100.0 100.0

Inference: 59% of respondents are price sensitive ‘to some extent’.

26.5

58.8

14.8

PRICE SENSITIVITY

No

To some extent

Yes

81

Table 1.15

Frequency of second opinion for consumption decision

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 86 21.5 21.5 21.5

To some

extent

284 71.0 71.0 92.5

Yes 30 7.5 7.5 100.0

Total 400 100.0 100.0

Inference: 71% go for second opinion while taking consumption decision

21.5

71

7.5

0

SECOND OPINION

No

To some extent

Yes

82

Table 1.16

Frequency of purchase of same versus different brand

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No, I go in for

different brands

143 35.8 35.8 35.8

Yes, I purchase the

same brands again

257 64.3 64.3 100.0

Total 400 100.0 100.0

Inference: 64.3% purchase the same brand again.

35.8

64.3

PURCAHSE OF SAME V/S DIFFERENT

BRAND

No, I go in for different brands

Yes, I purchases the same

brands again

83

Table 1.17

Frequency of reasons for looking for a different brand

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Qualities of new brand 185 46.3 46.3 46.3

Not satisfied with the

previous brand

70 17.5 17.5 63.8

On impulse 41 10.3 10.3 74.0

New in the market 104 26.0 26.0 100.0

Total 400 100.0 100.0

Inference: 46.3% look for a new brand because of the qualities and 26% look

for a new brand because it is new in the market.

46.3

17.5

10.3

26.3

REASONS FOR LOOKING FOR A

DIFFERENT BRAND

Valid qualities of new brand

Not satisfied brand

On impulse

New in the market

84

Table 1.18

Frequency of shopping behaviour

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Alone 164 41.0 41.0 41.0

With friends 98 24.5 24.5 65.5

With members of

opposite sex

60 15.0 15.0 80.5

With family 78 19.5 19.5 100.0

Total 400 100.0 100.0

Inference: 41% shop alone, 24.5% with friends, and 19.5% with family.

41

24.5

15

19.5

SHOPPING BEHAVIOUR

Alone

With friends

With members of opposite sex

With family

85

Table 1.19

Frequency of reasons for shopping behaviour

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Gives you a second

opinion

82 20.5 20.5 20.5

Their choice would be

the best for me

60 15.0 15.0 35.5

I don’t like going

alone

93 23.3 23.3 58.8

Any Other 165 41.3 41.3 100.0

Total 400 100.0 100.0

Inference: People, who shop with friends or family, do so because they don’t

like going alone (23.3%) or they want a second opinion (20.5%).

20.5

15

23.3

41.3

REASONS FOR SHOPPING BEHAVIOUR

Gives you a second option

Their choice would be the

best for me

I don’t like going alone

Any other

86

Table 1.20

Frequency of Influences on Purchase Decision

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Family 31 7.8 7.8 7.8

Friends 60 15.0 15.0 22.8

Price 27 6.8 6.8 29.5

Quality 144 36.0 36.0 65.5

Colour 10 2.5 2.5 68.0

Any other 128 32.0 32.0 100.0

Total 400 100.0 100.0

Inference: 36% are influenced by the ‘quality’ in purchase decision.

7.8

15

6.8

36

2.5

32

INFLUENCE ON PURCHASE DECISION

Family

Friends

Price

Quality

Colour

Any other

87

Table 1.21

Frequency of Impact of Discounts/Free Gifts on Purchase

Decision

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 107 26.8 26.8 26.8

Yes 293 73.3 73.3 100.0

Total 400 100.0 100.0

Inference: 73.3% are influenced by Discounts/free gifts, when making

their purchase decision

26.8

73.3

IMPACTS OF DISCOUNTS

No

Yes

88

Table 1.22

Frequency of Trend Setters in Toilet Soaps

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Film stars 95 23.8 23.8 23.8

Business

Celebrities

73 18.3 18.3 42.0

Fashion models 73 18.3 18.3 60.3

Politicians 43 10.8 10.8 71.0

Sports models 68 17.0 17.0 88.0

Any other 48 12.0 12.0 100.0

Total 400 100.0 100.0

Inference: Filmstars (23.8%) are the most important Trend Setters. This is

followed by Business Celebrities (18.3%) and Fashion

Models (18.3%).

23.8

18.3

18.3

10.8

17

12

TREND SETTERS

Film stars

BusinessBusiness celebrities

Fashion models

Politicians

Sports models

Any other

89

Table 1.28

Frequency of Source of Knowledge about latest brands and trends

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Television 118 29.5 29.5 29.5

Advertisements 130 32.5 32.5 62.0

Films 11 2.8 2.8 64.8

Window

shopping

41 10.3 10.3 75.0

Friends 29 7.3 7.3 82.3

Any other 71 17.8 17.8 100.0

Total 400 100.0 100.0

Inference: Advertisements (32.5%) followed by Television (29.5%) are the

main Sources of Knowledge about latest brands and trends.

29.5

32.52.8

10.3

7.3

17.8

SOURCE OF KNOWLEDGE

Television

Advertisements

Films

Window shopping

Friends

Any other

90

Table 1.29

Frequency of whether they look up to anybody for cues

and style

Partic

ulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 309 77.3 77.3 77.3

Yes 91 22.8 22.8 100.0

Total 400 100.0 100.0

Inference: 77.3% look up to others for cues and style.

77.3

22.8

0 0

LOOK UP TO ANYBODY FOR CUES AND

STYLE

No

Yes

91

Table 1.39

Frequency of Behavior of Respondents

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Stay the way you are 131 32.8 32.8 32.8

Make minimal

changes

210 52.5 52.5 85.3

Won't care 59 14.8 14.8 100

Total 400 100.0 100.0

Inference: Most of the people seem to make minimal changes (52.5%) and

least people don’t care (32.8%).

32.8

52.5

14.8

0

BEHAVIOUR OF RESPONDENTS

Stay the way you are

Make minimal changes

Won't care

92

Table 1.40

Frequency of Reason for Choosing a Celebrity

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Dresses well 59 14.8 14.8 14.8

Humorous 105 26.3 26.3 41.0

Helpful 71 17.8 17.8 58.8

Flexible 67 16.8 16.8 75.5

Macho 50 12.5 12.5 88.0

Any other 48 12.0 12.0 100.0

Total 400 100.0 100.0

Inference: Most of the people choose celebrity because of their humour nature

followed by their helping nature.

14.8

26.3

17.8

16.8

12.5

12

CHOOSING CELEBRITY

Dresses well

Humerous

Helpful

Flexible

Macho

Any other

93

Table 1.41

Frequency of Political Inclination

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Conservative 81 20.3 20.3 20.3

Moderate 276 69.0 69.0 89.3

Liberal 43 10.8 10.8 100.0

Total 400 100.0 100.0

Inference: Most of the samples describe themselves moderately (69%) in

terms of political inclination and least of them describe themselves

liberal (10.8%)

20.3

69

10.8

0

POLITICAL INCLINATION

Conservative

Moderate

Liberal

94

Table 1.42

Frequency of reasons for changing the Toilet Soap Brands

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid High price 53 13.3 13.3 13.3

Poor quality 176 44.0 44.0 57.3

Poor response 132 33.0 33.0 90.3

Any other 39 9.8 9.8 100.0

Total 400 100.0 100.0

Inference: Most of the people change their soap brand due to poor quality

(44%) followed by poor response (33%)

13.3

44

33

9.8

REASONS FOR CHANGING

High price

Poor quality

Poor response

Any other

95

Table 1.43

Frequency of whether the Respondents buy their own

Toilet Soap

Partic

ulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 58 14.5 14.5 14.5

Yes 342 85.5 85.5 100.0

Total 400 100.0 100.0

Inference: People seem to buy their own toilet soap in majority (85.5%).

14.5

85.5

0 0

WHETHER THEY BUY THEIR OWN SOAP

No

Yes

96

Table 1.44

Frequency of Outlet from where the Toilet Soap is purchased

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Chemist 105 26.3 26.3 26.3

Grocer 82 20.5 20.5 46.8

Self service store 66 16.5 16.5 63.3

General provision

store

125 31.3 31.3 94.5

Others 22 5.5 5.5 100.0

Total 400 100.0 100.0

Inference: General provision stores seem to be the major outlet from where

people purchase their toilet soap (31%) followed by buying from a

chemist (26%).

26.3

20.5

16.5

31.3

5.5

PLACE OF PURCHASE

Chemist

Grocer

Self service store

general provision store

Others

97

Table 1.45

Frequency of Duration of using the Current Brand of Toilet Soap

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Less than 6

months

52 13.0 13.0 13.0

6-12 months 227 56.8 56.8 69.8

2 years 63 15.8 15.8 85.5

3 years 31 7.8 7.8 93.3

4 years 16 4.0 4.0 97.3

Above 4 years 11 2.8 2.8 100.0

Total 400 100.0 100.0

Inference: Most of the people use the current brand between six to twelve

months (57%) and least use the brand more than four years (3%).

13

56.8

15.8

7.84

2.8

DURATION OF USAGE

Less than 6 months

6-12 months

2 years

3 years

4 years

Above 4 years

98

Table 1.46

Frequency of Elements of the Advertisement that are recalled

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Theme 95 23.8 23.8 23.8

Celebrity 116 29.0 29.0 52.8

Music 113 28.3 28.3 81.0

Slice of life 76 19.0 19.0 100.0

Total 400 100.0 100.0

Inference: Most choose celebrity as the important element, which is recalled

during buying of toilet soap.

23.8

29

28.3

19

ELEMENTS OF ADVERTISEMENTS THAT

ARE RECALLED

Theme

Celebrity

Music

Slice of life

99

Table 1.47

Importance of ‘Range of Colours to choose from’

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Not at all important 6 1.5 1.5 1.5

Somewhat

unimportant

25 6.3 6.3 7.8

Undecided 223 55.8 55.8 63.5

Somewhat

important

110 27.5 27.5 91.0

Very Important 36 9.0 9.0 100.0

Total 400 100.0 100.0

Inference: Most of the people are undecided about the importance of range of

colours to choose the product (56%) and least considers that it is

not at all important.

1.5

6.3

55.8

27.5

9

IMPORTANCE OF RANGE OF COLOURS

Not at all important

Somewhat unimportant

Undecided

Somewhat important

Very important

100

Table 1.48

Importance of ‘price’

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Not at all important 1 .3 .3 .3

Somewhat

unimportant

7 1.8 1.8 2.0

Undecided 79 19.8 19.8 21.8

Somewhat

important

225 56.3 56.3 78.0

Very Important 88 22.0 22.0 100.0

Total 400 100.0 100.0

Inference: Price seems to be a somewhat important factor (56%) in choosing

the brand.

3

1.8

19.8

56.3

22

IMPORTANCE OF PRICE

Not at all important

Somewhat unimportant

Undecided

Somewhat important

Very important

101

Table 1.49

Importance of ‘Attractive Packaging’

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Somewhat

unimportant

15 3.8 3.8 3.8

Undecided 127 31.8 31.8 35.5

Somewhat

important

192 48.0 48.0 83.5

Very Important 66 16.5 16.5 100.0

Total 400 100.0 100.0

Inference: Packaging is accepted to be a somewhat important factor (48%)

which influences consumer’s buying decision.

0

3.8

31.8

48

16.5

ATTRACTIVE PACKAGE

Somewhat unimportant

Undecided

Somewhat important

Very important

102

Table 1.50

Importance of ‘Free offers on Purchase of the Toilet Soap’

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Somewhat

unimportant

5 1.3 1.3 1.3

Undecided 63 15.8 15.8 17.0

Somewhat

important

183 45.8 45.8 62.8

Very Important 149 37.3 37.3 100.0

Total 400 100.0 100.0

Inference: Most of the people consider the free offers during purchase is

supposed to be somewhat important factor (46%) and least think

that it is less unimportant factor (1%) which affects buying

behavior

1.3

15.8

45.8

37.3

FREE OFFERS ON TOILET SOAP

Somewhat unimportant

Undecided

Somewhat important

Very important

103

Table 1.51

Importance of ‘Overall Attractiveness of the Toilet Soap’

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Not at all important 2 .5 .5 .5

Somewhat

unimportant

23 5.8 5.8 6.3

Undecided 98 24.5 24.5 30.8

Somewhat

important

165 41.3 41.3 72.0

Very Important 112 28.0 28.0 100.0

Total 400 100.0 100.0

Inference: Overall attractiveness of the product seems to be a somewhat

important factor (41%) in making buying decision of the

toilet soap.

0.5

5.8

24.5

41.3

28

OVERALL ATTRACTIVENESS OF TOILET

SOAP

Not at all important

Somewhat unimportant

Undecided

Somewhat important

Very important

104

Table 1.52

Influence of Shop Owner on Purchase

Partic

ulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 97 24.3 24.3 24.3

Yes 303 75.8 75.8 100.0

Total 400 100.0 100.0

Inference: Most people (76%) accepts the influence of shop keepers

in their buying process

24.3

75.8

0 0

SHOP OWNER'S INFLUENCE

No

Yes

105

Table 1.53

Ways in which Shop Owner Assists Purchase

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Shows all toilet soaps 196 49.1 49.1 49.1

Suggests toilet soaps

brands

40 10.0 10.0 59.1

Suggests useful

attributes

39 9.8 9.8 68.8

Gives price

information

81 20.3 20.3 89.0

Others 44 11.0 11.0 100.0

Total 400 100.0 100.0

Inference: Shopkeeper seems to help by showing all toilet soaps to the

customer (49%) and least people told that they suggest useful

attributes.

106

Table 1.54

Whether they know other products with the same brand

name

Partic

ulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 296 74.0 74.0 74.0

Yes 104 26.0 26.0 100.0

Total 400 100.0 100.0

Inference: Most of the people (74%) don’t know other products

with the same brand name

107

Table 1.55

Whether they buy other products of same brand name

Partic

ulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid No 338 84.5 84.5 84.5

Yes 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: Most of the people (85%) don’t buy other products under

the same brand name

108

Table 1.56

What the respondent will do in the future

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid I will continue to buy

the same toilet soap

270 67.5 67.5 67.5

try a new toilet soap

that comes in the

market

78 19.5 19.5 87.0

Go back to my old

toilet soap

52 13.0 13.0 100.0

Total 400 100.0 100.0

Inference: Most of the respondents (68%) seem to continue the same toilet

soap followed by a proportion of people who are interested to try a

new brand (20%).

67.5

19.5

13

0

WHAT THEY WILL DO IN THE FUTURE

I will continue to buy the same

toilet soap

Try a new toilet soap that

comes in the market

Go back to my old toilet soap

109

Table 1.57

Is the current brand effective than previous brand

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Strongly disagree 12 3.0 3.0 3.0

Somewhat disagree 39 9.8 9.8 12.8

Neither agree nor

disagree

94 23.5 23.5 36.3

Somewhat agree 202 50.5 50.5 86.8

Strongly agree 53 13.3 13.3 100.0

Total 400 100.0 100.0

Inference: Most people seem to agree somewhat (51%) that the current brand

is better than the previous brand and least (3%) strongly disagrees

the fact

3 9.8

23.5

50.5

13.3

IS THE CURRENT BRAND EFFECTIVE THAN

PREVIOUS BRAND

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

110

Table 1.58

Do you trust current brand than the previous brand?

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Strongly disagree 10 2.5 2.5 2.5

Somewhat disagree 35 8.8 8.8 11.3

Neither agree nor

disagree

121 30.3 30.3 41.5

Somewhat agree 172 43.0 43.0 84.5

Strongly agree 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: 43% of the respondents agree somewhat that they trust the current

product and 2.5% strongly disagrees that they trust the current brand.

2.5

8.8

30.3

43

15.5

DO YOU TRUST CURRENT BRAND THAN

THE PREVIOUS BRAND

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

111

Table 1.59

Is the current brand name well known

Particulars Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Strongly disagree 8 2.0 2.0 2.0

Somewhat disagree 25 6.3 6.3 8.3

Neither agree nor

disagree

132 33.0 33.0 41.3

Somewhat agree 175 43.8 43.8 85.0

Strongly agree 60 15.0 15.0 100.0

Total 400 100.0 100.0

Inference: Nearly half of the sample (44%) agrees somewhat that their brand is

well known and least of them (2%) disagrees that their brand is well

known.

2 6.3

33

43.8

15

IS THE CURRENT BRAND WELL KNOWN

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

112

Kruskal-Wallis Test

TABLE 2.1

Ranks

Age Interval N

Mean

Rank

KmProduct 18-25 years 69 184.77

26-35 years 85 199.52

36-45 years 80 197.41

46-55 years 76 211.60

56-65 years 67 209.66

66 - 70 years 23 198.67

Total 400

KmStyle 18-25 years 69 202.38

26-35 years 85 196.77

36-45 years 80 181.44

46-55 years 76 208.52

56-65 years 67 211.68

66 - 70 years 23 215.87

Total 400

KmDesign 18-25 years 69 187.17

26-35 years 85 194.96

36-45 years 80 182.12

46-55 years 76 226.72

56-65 years 67 211.77

66 - 70 years 23 205.41

Total 400

KmColour 18-25 years 69 190.85

26-35 years 85 193.39

36-45 years 80 197.84

46-55 years 76 210.17

56-65 years 67 214.12

66 - 70 years 23 193.35

Total 400

113

KmPrice 18-25 years 69 232.06

26-35 years 85 205.46

36-45 years 80 176.78

46-55 years 76 199.16

56-65 years 67 200.91

66 - 70 years 23 173.24

Total 400

KmBrandname 18-25 years 69 189.16

26-35 years 85 192.64

36-45 years 80 204.14

46-55 years 76 204.22

56-65 years 67 213.31

66 - 70 years 23 201.26

Total 400

KmQuality 18-25 years 69 191.83

26-35 years 85 196.45

36-45 years 80 203.59

46-55 years 76 199.38

56-65 years 67 192.92

66 - 70 years 23 256.50

Total 400

KmAvailability 18-25 years 69 209.23

26-35 years 85 216.09

36-45 years 80 193.01

46-55 years 76 183.36

56-65 years 67 202.89

66 - 70 years 23 192.41

Total 400

KmInternationalfa

shion

18-25 years 69 190.81

26-35 years 85 226.19

36-45 years 80 183.83

46-55 years 76 192.11

56-65 years 67 207.52

66 - 70 years 23 199.87

Total 400

114

Test Statisticsa,b

Km

Product

Km

Style

Km

Design

Km

Colour

Km

Price

Km

Brandname

Km

Quality

Chi-Square 2.564 3.877 8.038 2.503 10.427 2.179 7.484

Df 5 5 5 5 5 5 5

Asymp.

Sig.

.767 .567 .154 .776 .064 .824 .187

a. Kruskal Wallis Test

b. Grouping Variable: Age Interval

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 4.421 7.550

Df 5 5

Asymp.

Sig.

.490 .183

a. Kruskal Wallis Test

b. Grouping Variable: Age Interval

115

AGE-PRODUCT

NULL HYPHOTHESIS: There is a significant relation between age and

product.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.767) is greater than

(0.05).

INFERENCE: There is a significant relation between age and product .The

sample with age group of 46-55 yrs are more specific about the product.

AGE-STYLE

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.567) is greater than

(0.05).

INFERENCE: There is a significant relation between age and style preference.

People with age group of 66-70 seem to be more fascinated by the style of the

soap.

116

AGE-DESIGN

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.154) is greater than

(0.05).

INFERENCE: There is a significant relation between age and style preference.

People with age group of 46-55 seem to be more fascinated by the design of the

soap.

AGE-COLOUR

NULL HYPHOTHESIS: There is a significant relation between age and colour

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.776) is greater than

(0.05).

INFERENCE: There is a significant relation between age and colour

preference. People with age group of 56-65 seem to be more fascinated by the

colour of the soap.

117

AGE-PRICE

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.064) is greater than

(0.05).

INFERENCE: There is a significant relation between age and style preference

People with age group of 18-25 seem to be more concerned with price of the

soap.

AGE-BRAND NAME

NULL HYPHOTHESIS: There is a significant relation between age and brand

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.824) is greater than

(0.05).

INFERENCE: There is a significant relation between age and brand preference.

People with age group of 56-65 seem to be more concerned with brand image

of the soap.

118

AGE-QUALITY

NULL HYPHOTHESIS: There is a significant relation between age and quality

of the soap.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.187) is greater than

(0.05).

INFERENCE: There is a significant relation between age and quality of the

soap. People with age group of 66-70 seem to be more concerned with quality

of the soap.

AGE-AVAILABILITY

NULL HYPHOTHESIS: There is a significant relation between age and buying

available brand.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.490) is greater than

(0.05).

INFERENCE: There is a significant relation between age and buying available

brand.

People with age group of 18-25 seem to buy soaps based on the availability of

the soap in the outlet.

119

AGE-INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.183) is greater than

(0.05).

INFERENCE: There is a significant relation between age and style preference.

People with age group of 26-35 seem to be more concerned with international

fashion of the soap.

120

Kruskal-Wallis Test

Ranks

Income N

Mean

Rank

KmProduct Rs 25000 to Rs 50000 202 185.25

Rs 50001 to Rs

100000

79 188.04

Rs 100001 to Rs

200000

68 230.14

Rs 200001and above 51 240.71

Total 400

KmStyle Rs 25000 to Rs 50000 202 183.25

Rs 50001 to Rs

100000

79 190.32

Rs 100001 to Rs

200000

68 225.78

Rs 200001and above 51 250.88

Total 400

KmDesign Rs 25000 to Rs 50000 202 191.96

Rs 50001 to Rs

100000

79 216.27

Rs 100001 to Rs

200000

68 197.60

Rs 200001and above 51 213.75

Total 400

KmColour Rs 25000 to Rs 50000 202 189.98

Rs 50001 to Rs

100000

79 227.47

Rs 100001 to Rs

200000

68 204.55

Rs 200001and above 51 194.98

Total 400

121

KmPrice Rs 25000 to Rs 50000 202 207.26

Rs 50001 to Rs

100000

79 184.18

Rs 100001 to Rs

200000

68 207.44

Rs 200001and above 51 189.75

Total 400

KmBrandname Rs 25000 to Rs 50000 202 186.91

Rs 50001 to Rs

100000

79 191.90

Rs 100001 to Rs

200000

68 223.98

Rs 200001and above 51 236.34

Total 400

KmQuality Rs 25000 to Rs 50000 202 197.00

Rs 50001 to Rs

100000

79 190.34

Rs 100001 to Rs

200000

68 213.18

Rs 200001and above 51 213.19

Total 400

KmAvailability Rs 25000 to Rs 50000 202 206.04

Rs 50001 to Rs

100000

79 194.08

Rs 100001 to Rs

200000

68 204.07

Rs 200001and above 51 183.75

Total 400

KmInternational

fashion

Rs 25000 to Rs 50000 202 191.83

Rs 50001 to Rs

100000

79 172.16

Rs 100001 to Rs

200000

68 230.89

Rs 200001and above 51 238.23

Total 400

122

Test Statisticsa,b

Km

Product

Km

Style

Km

Design

Km

Colour

Km

Price

Km

Brandname

Km

Quality

Chi-Square 15.660 19.007 3.420 6.453 3.089 11.686 2.670

Df 3 3 3 3 3 3 3

Asymp.

Sig.

.001 .000 .331 .092 .378 .009 .445

a. Kruskal Wallis Test

b. Grouping Variable: Income

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 1.993 17.282

Df 3 3

Asymp.

Sig.

.574 .001

a. Kruskal Wallis Test

b. Grouping Variable: Income

123

INCOME AND PRODUCT

NULL HYPHOTHESIS: There is a significant relation between income and

product preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than

(0.05).

INFERENCE: There is no significant relation between income and product

preference People with income group of 25,000-50000 seem to be more

concerned with product preference.

INCOME AND STYLE

NULL HYPHOTHESIS: There is a significant relation between income and

style preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.000) is lesser than

(0.05).

INFERENCE: There is no significant relation between income and style

preference.

People with income group of 25,000-50000 seem to be more concerned with

style of the soap.

124

INCOME AND DESIGN

NULL HYPHOTHESIS: There is a significant relation between income and

design preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.331) is greater than

(0.05).

INFERENCE: There is a significant relation between income and design

preference.

People with income group of 50,001-1, 00,000 seem to be more concerned with

design of the soap.

INCOME AND COLOUR

NULL HYPHOTHESIS: There is a significant relation between income and

colour preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.092) is greater than

(0.05).

INFERENCE: There is a significant relation between income and colour

preference. People with income group of 50,001-1, 00,000 seem to be more

concerned with colour of the soap

125

INCOME AND PRICE

NULL HYPHOTHESIS: There is a significant relation between income and

price preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.378) is greater than

(0.05).

INFERENCE: There is a significant relation between income and price

preference. People with income group of 1, 00,001-2, 00,000 seem to be more

concerned with price of the soap.

INCOME AND BRAND PREFERENCE

NULL HYPHOTHESIS: There is a significant relation between income and

brand preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.009) is lesser than

(0.05).

INFERENCE: There is no significant relation between income and brand

preference.

People with income group of 25,000-50000 seem to be more concerned with

brand name of the soap

126

INCOME AND QUALITY

NULL HYPHOTHESIS: There is a significant relation between income and

quality.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.445) is greater than

(0.05).

INFERENCE: There is a significant relation between income and quality.

People with income group of 2, 00,000 and above seem to be more concerned

with quality of the soap.

INCOME AND AVAILABILITY

NULL HYPHOTHESIS: There is a significant relation between income and

availability of the product.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.574) is greater than

(0.05).

INFERENCE: There is a significant relation between income and availability of

the product.

People with income group of 25000-50,000 seem to be more concerned with

availability of the soap during their buying process.

127

INCOME AND INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is a significant relation between income and

international fashion.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than

(0.05).

INFERENCE: There is no significant relation between income and

international fashion.

People with income group of 50001-100000 seem to be less concerned with

brand preference of the soap.

128

Kruskal-Wallis Test.

Ranks

Occupation N

Mean

Rank

KmProduct Business 56 207.89

Housewife 61 194.16

Student 88 202.44

Service 70 200.23

Professional 67 239.99

Others 58 151.79

Total 400

KmStyle Business 56 208.92

Housewife 61 194.53

Student 88 206.83

Service 70 196.23

Professional 67 237.90

Others 58 151.00

Total 400

KmDesign Business 56 204.45

Housewife 61 195.97

Student 88 196.32

Service 70 216.54

Professional 67 205.04

Others 58 183.19

Total 400

KmColour Business 56 187.21

Housewife 61 192.89

Student 88 205.02

Service 70 230.29

Professional 67 211.18

Others 58 166.19

Total 400

129

KmPrice Business 56 171.16

Housewife 61 211.03

Student 88 230.26

Service 70 188.04

Professional 67 199.14

Others 58 189.21

Total 400

KmBrandname Business 56 220.05

Housewife 61 208.84

Student 88 197.77

Service 70 209.80

Professional 67 218.31

Others 58 145.18

Total 400

KmQuality Business 56 227.29

Housewife 61 187.07

Student 88 202.49

Service 70 189.74

Professional 67 203.72

Others 58 195.00

Total 400

KmAvailability Business 56 194.80

Housewife 61 201.75

Student 88 217.31

Service 70 208.78

Professional 67 180.11

Others 58 192.74

Total 400

KmInternational

fashion

Business 56 224.08

Housewife 61 194.60

Student 88 205.12

Service 70 198.54

Professional 67 227.52

Others 58 148.08

Total 400

130

Km

Product

Km

Style

Km

Design

Km

Colour

Km

Price

Km

Brandname

Km

Quality

Chi-Square 19.273 19.445 3.149 11.986 11.858 18.479 5.572

Df 5 5 5 5 5 5 5

Asymp.

Sig.

.002 .002 .677 .035 .037 .002 .350

a. Kruskal Wallis Test

b. Grouping Variable: Occupation

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 5.090 19.682

Df 5 5

Asymp.

Sig.

.405 .001

a. Kruskal Wallis Test

b. Grouping Variable: Occupation

Test Statisticsa,b

131

OCCUPATION AND PRODUCT

NULL HYPHOTHESIS: There is a significant relation between occupation and

product preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and product

preference. Professionals seem to have low preference to the product

OCCUPATION AND STYLE

NULL HYPHOTHESIS: There is no significant relation between occupation

and style preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and style

preference. Professionals seems to have a less attraction towards style

132

OCCUPATION AND DESIGN

NULL HYPHOTHESIS: There is no significant relation between occupation

and design preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.677) is greater than

(0.05).

INFERENCE: There is no significant relation between occupation and design

preference. Service oriented people seem to have more preference towards

design of the product

OCCUPATION AND COLOUR PREFERENCE

NULL HYPHOTHESIS: There is no significant relation between occupation

and colour preference.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.035) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and colour

preference.

133

OCCUPATION AND PRICE

NULL HYPHOTHESIS: There is no significant relation between occupation

and price of the product

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.037) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and price

preference

OCCUPATION AND BRANDNAME

NULL HYPHOTHESIS: There is no significant relation between occupation

and brand name.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and brand

name.

134

OCCUPATION AND QUALITY

NULL HYPHOTHESIS: There is no significant relation between occupation

and quality.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.350) is greater than

(0.05).

INFERENCE: There is no significant relation between occupation and quality

preference.

OCCUPATION AND AVAILABILITY

NULL HYPHOTHESIS: There is no significant relation between occupation

and availability of the product.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is accepted as table value (0.405) is greater than

(0.05).

INFERENCE: There is no significant relation between occupation and

availability of the product.

135

OCCUPATION AND INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is no significant relation between occupation

and international fashion of the product.

TEST USED: Kruskal-Wallis test

LEVEL OF SIGNIFICANCE: 5%

REASON FOR USING THE TEST: Data is independent and ordinal.

OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than

(0.05).

INFERENCE: There is a significant relation between occupation and

international fashion of the product.

136

Descriptive Statistics

N Range Minimum Maximum Mean

Std.

Deviation

PmToiletsoaps 400 350 100 450 239.25 55.944

PmToothpaste 400 250 100 350 218.00 50.571

PmShampoo 400 250 50 300 196.63 33.878

PmDetergents 400 300 50 350 178.87 50.660

Age 400 52 18 70 41.96 14.798

KmQuality 400 7 3 10 8.82 1.556

KmBrandname 400 6 4 10 8.30 1.648

KmPrice 400 9 1 10 7.88 1.553

KmInternational

Fashion

400 6 4 10 7.36 1.274

KmProduct 400 8 2 10 7.27 1.942

KmAvailability 400 7 3 10 7.11 1.332

KmColour 400 8 2 10 7.04 1.591

KmDesign 400 8 2 10 7.02 1.603

KmStyle 400 9 1 10 6.86 1.467

Rate Offer 400 3 2 5 4.19 .738

Rate Price 400 4 1 5 3.98 .715

Rate Attractive 400 4 1 5 3.91 .890

Rate Package 400 3 2 5 3.77 .763

Current Quality 400 4 1 5 3.76 .972

Current Well Known 400 4 1 5 3.64 .882

Current Effective 400 4 1 5 3.61 .938

Current Brand 400 4 1 5 3.60 .936

Rate Colours 400 4 1 5 3.36 .792

Previous Brand 400 4 1 5 2.48 1.071

Previous Effective 400 4 1 5 2.43 1.074

PreviousWell Known 400 4 1 5 2.42 1.059

Previous Quality 400 4 1 5 2.40 1.174

Important 400 2 1 3 2.04 .614

Valid N (list wise) 400

137

MEAN OF EXPENDITURE

• Every 1000 rupees spent by the individual have the following mean

denomination

• 240 rupees were spent on toilet soaps

• 219 rupees on toothpaste

• 197 rupees on shampoo

• 179 rupees on detergent

• The mean age of the samples is 42

• The quality and brand name is considered to be the important trait by

whole sample as the samples mean value is 8.82 and 8.30 respectively.

• Other traits such as price, international fashion, product, availability,

colour, design seems to be important but not as much important as the

previous traits.

• Free offers which are given while buying toilet soaps have been

considered to be the most important factor of attraction with a mean rank

of 4.2

• Price, overall attractiveness and attractive packaging and range of

colours are considered to be somewhat important traits by the sample

with a mean ranging nearly 3

• The quality, popularity, effectiveness, trust level are agreed somewhat

by the samples whose mean ranks range from 3.5 to 3.8

138

• The sample somewhat disagrees about the quality, popularity,

effectiveness, trust level of the previous brand which they used whose

mean rank range between 2- 2.5.

139

0

0.5

1

1.5

2

2.5

3

3.5

4

Quality Effective

3.763.64 3.61 3.6

2.4 2.42 2.43 2.48

AVERAGE POCKET MONEY SPENT

Current

Previous

140

RESULTS AND DISCUSSION

In the consumer research a sample of 400 questionnaires was collected. The

sampling population was derived from the Bangalore City and the sampling

frame was not very strictly defined given the nature of the research and that of

the product. The questionnaires were administered manually.

Soap Usage

1. Of the sample of 100 collected the usage of various soaps was in this

order:

• Lux Beauty – 17%

• Dettol – 18%

• Lux International – 12%

• Cinthol – 11%

Among the rest, Nirma Premium was used by 9%, POEC by 6% and the rest

accounted for by Liril, Aramusk, Lifebuoy Gold, Imperial Leather, and Moti

etc.

2. Most respondents needed some time to recollect the soap they were

using presently indicating the low involvement in the purchase of soap.

3. 63% of the respondents after indicating their past usage of soap, named a

cluster of about 3 soaps from which they normally chose the soap they

used. This indicates a remarkably low loyalty of the soap user to soap.

141

Nature of the Purchase Decision

72% of the respondents said that their purchase decision was pre – determined

rather than being a point- of- purchase type decision. A majority of these

respondents said that they would choose their soap from the pre-determined

cluster that they had formed in their minds. However 30% of these people said

that if their chosen soap was not available at the shop they would not seek

another purchase point and would choose some soap from those available at the

shop.

Factors influencing the choice of Soap

Respondents were asked to rank the given choices of Price, Fragrance,

Packaging, Advertising and Skin Care in the decreasing order of their

importance to their soap purchase decision. As a response to this a surprisingly

large 73% of the respondents ranked Skin Care as the determining element.

20% ranked Price as the most important and 52% ranked price as either 1 or 2.

This is a rather surprising finding given the perception that price is easily the

most significant driver in this market. The possible reasons could be

• The nature of the population could be such

• The sample might be of this nature.

• Respondents would not like to admit in a survey that price is so

important for them, thus amounting to an experimentation effect.

• As the questionnaires were administered manually and “Skin Care” was

read out as the last option, it stuck best in the mind of the respondent and

hence the response.

• Advertising was ranked by 93% of respondents as the factor that affects

them the least. This response again is anomalous in the light of another

response. In a separate question users are asked as to what makes them

142

try out a new soap. The most common response to this question was –

Advertising.

Affect of Schemes on the Consumer

• Only 17% of the respondents could recollect any scheme on any soap

offered at any time

• 43% of respondents said that they were moderately affected by schemes

and another 9% were significantly affected.

Hence 52% of all respondents admitted to being affected by schemes. Given

that the respondent is slightly hesitant to admitting to being affected by any

price variable, this is a significant figure.

Preferred Nature of Scheme

On being asked to choose between a money-off scheme and a free goods

scheme of similar value, 63% of users said that they would prefer a Money-off

scheme. This is in contrast to the trade’s response to a similar query, which has

been documented later.

Lux User – Some Finings

This segment of the questionnaire was filled by the users of the Lux soap and

the objective was to develop a profile of the Lux user. Due to the low number

of respondents who fell within this sampling frame, users who had previously

used Lux were also used as samples. (It must be kept in mind that the sample

was quite small and hence the findings are not very rigorous.

143

• On being asked what they like about the soap, fragrance, quality etc

were mentioned. However what was more striking was that around 60%

of the users said, among other things, that they used the soap because for

them SOAP was = LUX. They went to the shop and asked for the soap

out of habit. This indicated that Lux had become generic for soap in a

manner of speaking.

• Around 60% of users had been using the soap for more than 7 years.

They also admitted that they were not used to trying out new soaps on

being asked as to whether they like to try out new soaps.

• On being asked what they did not like about Lux – (often on being

pressed to respond)

- 42% of present and past users said that the Lux soap had a

tendency to dissolve soon and break off at ends.

- Also 38% said that the soap was bad for the skin in the winters as

it dried the skin.

144

1. Equal number of male and female respondents was chosen for the study.

2. There was more or less equal representation from the various occupations in

the study, with highest representation from the students (22%)

3. 50% of the respondents belong to the first income group. There is least

representation from the highest income group.

4. Consumer goods manufacturers seem to be following few important

measures (46%) or all the measures (35%).

5. The top of mind recall is for Ganga and Lux (21%). Camay and Nirma

show lower recall (13% to 14 %).

6. The perfume seems to be the most important factor that they like about the

brand (47%). The least important seems to be shape (14%).

7. The preferred brand is Lux (21%). The least preferred is Camay (12%).

8. T.V ads are the biggest influence on purchase of toilet soaps (36.5%).

Friends have the least influence on the purchase (4.5%).

9. Value for money and satisfaction are the two important factors according to

the respondents.

10. Brand name followed by popularity is the most frequent basis of selection of

brand.

11. Sample has been chosen more or less equally from all part of the city.

12. 81% prefer branded goods as compared to local goods.

145

13. 50% of respondents are price sensitive ‘to some extent.

14. 71% go for second opinion while taking consumption decision.

15. 64.3% purchase the same brand again

16. 46.3% look for a new brand because of the qualities and 26% look for a new

brand because it is new in the market.

17. 41% shop alone, 24.5% with friends, and 19.5% with family.

18. People, who shop with friends or family, do so because they don’t like going

alone (23.3%) or they want a second opinion (20.5%).

19. 36% are influenced by the ‘quality’ in purchase decision.

20. 73.3% are influenced by Discounts/Free gifts, when making their purchase

decision.

21. Filmstars (23.8%) are the most important trendsetters. This is followed by

business celebrities (18.3%) and Fashion models (18.3%).

22. Advertisements (32.5%) followed by television (29.5%) are the main sources

of knowledge about latest brands and trends.

23. 77.3% look up to others for cues and style.

24. Most of the people seem to make minimal changes (52.5%) and least people

don’t care (32.8%).

146

25. Most of the people choose celebrity because of their humour nature

followed by their helping nature.

26. Most of the samples describe themselves moderately (69%) in terms of

political indication and least of them describe themselves liberal (10.8%).

27. Most of the people change their soap brand due to poor quality (44%)

followed by poor response (33%).

28. People seem to buy their own toilet soap in majority (85.5%).

29. General provision stores seems to be the major outlet from where people

purchase their toilet soap (31%) followed by buying from a chemist (26%).

30. Most of the people use the current brand between six to twelve months

(57%) and least use the brand more than four years (3%).

31. Most choose celebrity as the important element, which is recalled during

buying of toilet soap.

32. Most of the people are undecided about the importance of range of colours

to choose the product (56%) and least considers that is not at all important.

33. Price seems to be a somewhat important factor (56%) in choosing the brand.

34. Packing is accepted to be a somewhat important factor (48%), which

influences consumer’s buying decision.

35. Most of the people consider the free offers during purchase are supposed to

be somewhat important factor (46%) and least think that it is less

unimportant factor (1%), which affects buying behaviour.

147

36. Overall attractiveness of the product seems to be a somewhat important

factor (41%) in making buying decision of the toilet soap.

37. Most people (76%) accepts influence of shop keepers in their buying

process

38. Shopkeeper seems to help by showing all toilet soaps to the customer (49%)

and least people told that they suggest useful attributes.

39. Most of the people (74%) don’t know other products with the same brand

name.

40. Most of the people (85%) don’t buy other products under the same brand

name.

41. Most of the respondents (68%) seem to continue the same toilet soap

followed by a proportion of people who are interested to try a new brand

(20%).

42. Most people seem to agree somewhat (51%) that the current brand is better

than the previous brand and least (3%) strongly disagrees the fact.

43. 43% of the respondents agree somewhat that they trust the current product

and 2.5% strongly disagrees that they trust the current brand.

44. Nearly half of the sample (44%) agrees somewhat that their brand is well

known and least of them (2%) disagrees that their brand is well known.

148

CONCLUSIONS AND SCOPE FOR FUTURE WORK

The recommendations are given based on the findings that were generated in

the study done to find ways to help push the soap.

Trade Positioning of the Soap

The soap market is a volume driven market and at 240,000 tonnes the popular

segment is the largest segment of the market. Colgate Palmolive is a sales

driven company with a very strong sales and distribution system. Owing to the

nature of the product and the market, the wholesale route is the one that

generates volumes. The popular segment is highly price sensitive. The lower

one goes down the price line.

Lux holds the largest share of the market in this segment and hence it might

seem like the obvious strategy to position the soap so as to take share from Lux.

Lux still commands like the Colgate Dental Cream for toothpaste. Lux is

almost generic for soap. It is adequately supported by an extensive distribution

network and huge resources. Palmolive Natural will have to fight Lux with

higher margins till it is able to build a brand that is somewhere close to Lux. It

will initially have to focus on taking the large share that soaps like Jai Lime and

Nirma command at slightly lower prices. This can be helped to a large extent

by giving higher trade margins. Even though at higher costs of production than

these soaps, this might lead to lose for the company initially, it is essential to

get a foothold in the market.

As the share of the company increases and the brand starts getting recognized,

the margins can slowly be lowered. From the analysis it seems that a retail

margin of around 12% will be a good incentive for the trade. Palmolive

Natural can simply not afford to look at Lux and except to gain share by pricing

149

themselves like the soap till pull becomes a factor. The price of the soap

(MRP) should be kept constant now for sometime period. Frequent changes in

the price convey a message of inconsistency to the trade, which leads to the

lowering of interest in the brand.

The Distribution Channel

As per the findings, the setting up of new retail kiosks frequently and due to the

unviability of many of the existing outlets, large numbers of outlets go

uncovered by the stockist. To improve the push at these outlets, it is important

for the company to get to the retailer directly. This can be achieved by setting

up a cyclist distribution network to supply company products directly to these

outlets. It should be noted that HLL has already set up a channel of this sort.

The cycle network could simultaneously act as a media instrument as some

companies have been doing.

Visibility for the Brand

During the various visits to the markets it was felt that Palmolive Natural,

despite being relaunched recently did not have good visibility. It is advisable

for the company to recruit a separate posturing boy for every city, who will be

responsible for the visibility of the brand outside the shop. Initiatives take by

some of the stockiest individually yielded a good response at an earlier

occasion. The issue of buying display counters at important retail outlets

should be given more attention. Though efforts have been made towards the

same, the levers have gone into overdrive on this front which has improved

their visibility significantly.

150

Follow up for the win scheme

The WIN scheme will provide a high trial for the soap. To get the most out of

the scheme, a follow up scheme is needed after a period of about 3 months. A

consumer offer will be ideal to get entice the consumer to go in for a second

purchase. Without this the high trial generated by the WIN scheme will be

wasted. At the wholesale level, Quantity Purchase Schemes (QPS) like WIN

should be run with an appropriate gap. This will be imperative in the initial

stages for the soap and also important later.

Steps to Tackle Undercutting

First, the company will have to go behind the reasons for the occurrence of

undercutting. If the cause of the problem is the excessive pressure generated by

targets, a second look should be given to the set targets. Undercutting leads to

the demotivation of the trade and if not checked properly it will lead to similar

practices being adopted at more and more places.

Role of the Stockist

It was felt that the stockist and also the superstockist had a lot of potential to

push the brands of the company, which was not being tapped to the fullest. To

get the full support of the stock/super stock, it is important to make them feel

important. The management at the higher levels should be in touch with the

dealers directly just to make them feel like a part of the family. The

wholesalers often spoke about their good relations with some particular

manager with a sense of pride, which indicates the importance of this personal

touch to them. However at the present time such efforts are woefully lacking.

It is felt that such measures will go a long way in improving the productivity of

the team. It is suggested that an annual award be instituted called sth like –

151

“STOCKIST NO.1” on an all India or a regional basis, which publicly

recognizes the top five of ten stockists. The CEO at a function in Mumbai can

present them an award. This will be taken as a sign of respect and encourage

the dealers to be more dedicated to the company and the targets.

152

MISCELLANEOUS SUGGESTIONS

1. Promotional Schemes should be changed frequently.

2. Information about new schemes should be provided to the customers.

3. Greetings can be sent to the customers.

4. Websites should be made more users friendly.

5. Advertisements of Promotional Schemes should be done with the help of

newspapers, radio and television.

6. Banners of promotional schemes should be placed in Shopping Malls so

that more customers get attracted.

7. Manufacturers should concentrate on introducing new product based on

the taste of the customers by updating the trend and patterns in the

market and the market research can be conducted to know the tastes and

preferences of the ultimate customers.

8. Manufacturers should always concentrate in the improvement of the

quality of the products by using the best raw materials.

9. Manufacturers should interact with customers to provide quality

products and maintain good relationship by finding out their needs and

wants and their perception about the standard of the quality.

10. They should mainly focus on the customer relationship.

153

11. Prices of some of the brands of soaps should be reduced.

12. They should introduce some new colours for the soaps other than the

existing colours.

13. Manufacturers should improve the brand name by focusing more on

flexibility and reliability.

14. They should concentrate on building brand images, improving service

standards and increasing number of products.

15. They should give more importance to “benefits of the products” in

awareness programs.

16. They should take suggestions from the dealers which helps them in the

improvement of sales.

17. They have to widen their supply network to the smaller shops and to the

inner parts of the city.

18. Marketing Executives of the company should meet its customers in

order to make them aware of the company policies.

19. Based on the taste of the customers, the manufacturers should

concentrate on introducing new product.

20. They should also ensure that gifts and compliments are served better to

the deserved customers.

154

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165

QUESTIONNAIRE

Dear Sir/Madam

I am H.S. Adithya, a Ph.D student of Dr. M.G.R University, Chennai doing my

research as a part of our curriculum in the field of Marketing Management and

taking Consumer Behaviour regarding Toilet Soaps as my research topic. I

request you to kindly cooperate and spare your valuable time in answering the

questionnaire.

1. Name :

2. Age :

3. Gender :

4. Occupation: Business [ ] Service [ ]

Housewife [ ] Professional [ ]

Student [ ] Others [ ]

5. Address:

6. Income Group:

Rs.25, 000 [ ] Rs.50, 000 [ ]

Rs.50, 000 [ ] Rs.1,00,000 [ ]

Rs.1, 00,000 [ ] Rs.2,00,000 [ ]

Rs.2, 00,000 [ ] Above [ ]

7. Are Consumer Goods Manufacturers following the measures laid down by

the Government?

All Measures [ ] Few Important Measures [ ]

None of the Measures [ ]

166

8. What are the first 5 brands of Toilet Soaps that come to your mind?

9. What is it that you like about your brand?

10. Which is your Preferred Brand?

Lifebuoy [ ] Lux [ ] Ganga [ ]

Nirma Beauty [ ] Camay [ ] Others [ ]

11. What influences your purchase of toilet soap?

T.V Ads [ ] Radio Ads [ ]

Print Ads [ ] Suggestions by Retailers [ ]

Suggestions by Friends [ ] Others [ ]

12. What does your toilet soap brand give you?

Recognition [ ] Satisfaction [ ]

Value for money [ ] Any others [ ]

13. How important is the brand of toilet soap for you?

Very Important [ ] Important [ ]

Not Important at all [ ] Any other [ ]

14. On what basis do you select a brand?

Popularity [ ] Brand Name [ ]

Image [ ] Availability [ ]

167

15. Which part of the Bangalore City do you belong to?

Bangalore East [ ] Bangalore West [ ]

Bangalore North [ ] Bangalore South [ ]

16. Which type of Consumer Goods do you purchase?

Branded [ ] Local [ ]

17. Are you price sensitive?

Yes [ ] To some extent [ ] No [ ]

18. Do you always go for second opinion while taking consumption decisions?

Yes [ ] To some extent [ ] No [ ]

19. Do you go in for repurchase or do you go in for different brands?

Yes, I purchase the same brands again [ ]

No, I go in for different brands [ ]

20. Why do you look for a different brand?

Qualities of New brand [ ]

Not satisfied with the previous brand [ ]

On Impulse [ ]

New in the market [ ]

168

21. Do you shop…?

Alone [ ] With member of opposite sex [ ]

With your friends [ ] With your family [ ]

22. Why?

Gives you a second opinion [ ]

Their choice would be the best for me [ ]

I don’t like going alone [ ]

Any other [ ]

23. What influences you the most when you make a purchase decision?

Family [ ] Friends [ ] Price [ ]

Quality [ ] Colour [ ] Any other [ ]

24. Do discounts/free gifts and so on affect your purchase decision?

Yes [ ] No [ ]

25. What are the latest trends in toilet soaps presently?

-----------------------------------------------------------------------------

26. Who do you think sets trends in toilet soaps presently?

Film Stars [ ] Fashion Models [ ] Sports Models [ ]

Business Celebrities [ ] Politicians [ ] Any other [ ]

169

27. Suppose your pocket money is Rs.1, 000/- how much would you allocate to

each?

Shampoo [ ]

Toilet Soaps [ ]

Detergents [ ]

Toothpaste [ ]

Any other [ ]

28. Where do you come to know of latest brands & trends?

Television [ ] Films [ ] Friends [ ]

Advertisements [ ] Window shopping [ ] Any other [ ]

29. Is there anybody you look upto for cues in style?

Yes [ ] No [ ]

30. What are the key motivators when you purchase toilet soaps?

(Rank on a scale of 1-10; 1 = lowest; 10 = highest)

Product [ ] Brand Name [ ]

Style [ ] Quality [ ]

Design [ ] Availability [ ]

Colours [ ] International Fashion [ ]

Price [ ] Any other [ ]

170

31. What would you do to be seen as stated above?

Stay the way you are [ ]

Make minimal changes [ ]

Won’t care [ ]

32. Name the celebrity who is most popular amongst you

-----------------------------------------------------------------

33. Why?

Dresses well [ ] Flexible [ ]

Humorous [ ] Macho [ ]

Helpful [ ] Any other [ ]

34. How do you describe yourself politically?

Liberal [ ] Moderate [ ] Conservative [ ]

35. What are the reasons for changing the toilet soap brands

High Price [ ] Poor Response [ ]

Poor Quality [ ] Any other [ ]

36. Do you purchase your own toilet soap?

Yes [ ] No [ ]

171

37. From where do you buy your toilet soap?

Chemist [ ]

Grocer [ ]

Self-service store [ ]

(Big bazaar, Sahakari Bandar)

General provisions store [ ]

Others (Please specify) [ ]

38. How long have you been using this brand of toilet soap?

Less than 6 months [ ] 3 years [ ]

6 –12 Months [ ] 4 years [ ]

2 years [ ] Above 4 years [ ]

39. Write down the elements of the advertisement that are recalled by you

regarding Toilet Soaps

-------------------------------------------------------------------------------------------

40. What features of your current toilet soap convinced you to buy it

a.)

b.)

c.)

d.)

172

41. Please rate the following attributes on a scale of 1 to 5 (where 1 stands for

Not at all Important and 5 stands for Very Important)

a.) Range of colours to choose from 1---2---3---4---5

b.) Price 1---2---3---4---5

c.) Attractive Packaging 1---2---3---4---5

d.) Free offers on purchase of the Toilet Soap 1---2---3---4---5

e.) Overall attractiveness of the Toilet Soap 1---2---3---4---5

42. Are you influenced by shop owner in your purchase?

Yes [ ] No [ ]

43. If yes how does he assist you?

Shows all Toilet Soaps

Suggests Toilet Soaps Brands

Suggests useful attributes

Gives Price Information

Others (Please specify)

44. Do you know other products with the same brand name (ask for the product

names)?

Yes [ ] No [ ]

45. Do you buy other products of same brand name (ask only if other products

exist)?

Yes [ ] No [ ]

46. What do you do if the shopkeeper does not have the brand you ask for?

---------------------------------------------------------------------------------------

173

47. In the future:

a) I will continue to buy the same Toilet Soap [ ]

b) Try a new Toilet Soap that comes in the market [ ]

c) Go back to my old Toilet Soap [ ]

48. Please respond to the following statements with reference to your Current

and Previous brand of Toilet Soap (your response should be either of

Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat

Disagree, Strongly Disagree)

Particulars

Current

Previous

1. It is effective

2. It is a brand I can trust

3. The brand (Interviewees

brand)

is a well known name

4. The quality of the Toilet Soap

is very good

49 Do you get any special offers on bulk purchases? If yes, what are the

offers?

-------------------------------------------------------------------------------------------

50 Have the offers always been the same? What were they 6 months/1 year/2

years ago?

-------------------------------------------------------------------------------------------

174

51 Miscellaneous:

a. Your Favourite Bike----------------------------------

b. Your Favourite Movie Star--------------------------

c. Your Favourite Sports Star--------------------------

d. Your Kind of Music-----------------------------------

e. Your Favourite Game---------------------------------

f. Do you think Net Surfing is cool? Yes/No

g. How do you spend your Leisure Time-----------------

175

JOURNALS

INTERNATIONAL JOURNALS:

1.) Name of the Journal: RESEARCH ANALYSIS AND EVALUATION -

(An International Level Referred Registered Research Journal)

ISSN Number: 0975 – 3486

Title of the Paper: “SOAPS – A STUDY ON CROSS CULTURAL

CONSUMER BEHAVIOUR IN BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: 1

Issue: 9

Pages: 59 - 60

Period: June, 2010.

Website: www.ssmrae.com

2.) Name of the Journal: SHODH SAMIKSHA AUR MULYANKAN –

(An International Level Referred Registered Research Journal)

ISSN Number: 0974 – 2832

Title of the Paper: “CONSUMERS ATTITUDE AND AWARENESS

TOWARDS CONSUMPTION”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: III

Issue: 27

Pages: 17 - 18

Period: April, 2011.

Website: www.ssmrae.com

176

NATIONAL JOURNALS:

1.) Name of the Journal: INDIAN RESEARCH REVIEW

ISSN Number: 0975 – 7430

Title of the Paper: “SOAPS – AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: 1

Issue: 3

Pages: 10 – 16

Period: May – July, 2010

2.) Name of the Journal: JOURNAL OF EMPIRICAL RESEARCH IN

MANAGEMENT (JERM)

ISSN Number: 2249 - 1864

Title of the Paper: “BUYING BEHAVIOUR OF TWO WHEELER

AUTOMOBILE CUSTOMERS – AN EMPIRICAL STUDY IN

BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Issue: 1

Period: August, 2011

177

CONFERENCES

STATE LEVEL CONFERENCE:

1.) State Level Conference on “TAGORE, THE CITIZEN OF

THEWORLD”, conducted by Dr.M.G.R University, Chennai on 30th

&

31st July, 2010. Presented a paper on

“THE EDUCATIONAL MANAGEMENT OF TAGORE”.

NATIONAL LEVEL CONFERENCE:

1.) National Conference on “ECONOMIC REVIVAL: BUSINESS

PERSPECTIVES AND OPPORTUNITIES”, conducted by St. Joseph

Engineering College, Vamanjoor, Managalore on 29th

& 30th

April,

2010. Presented a paper on “CONSUMER PROTECTION IN INDIA –

MYTHS, REALITIES AND CHALLENGES”.

2.) National Conference on “EMERGING ISSUES IN INTERNATIONAL

BUSINESS” conducted by Don Bosco Institute of Technology,

Bangalore on 14th

May, 2010. Presented a paper on “EMERGING

ISSUES IN INTERNATIONAL BUSINESS”.

3.) National Conference on “ACADEMIC RESEARCH” conducted by

Dr.M.G.R University, Chennai on 13th

& 14th

August 2010. Presented a

paper on “SELECTION OF UNIVERSITY/INSTITUTE”.

4.) National Conference on “SUSTAINING GROWTH IN THE ERA OF

GLOBAL RECOVERY” conducted by Vel Tech High Tech Engineering

College, Chennai on 26th

& 27th

August, 2011. Presented a paper on

“BUYING BEHAVIOUR OF TWO WHEELER AUTOMOBILE

CUSTOMERS – AN EMPIRICAL STUDY IN BANGALORE CITY”.

178

INTERNATIONAL LEVEL CONFERENCE:

1. International Conference on “TRANSNATIONAL BUSINESS -

CHALLENGES & STRATEGIES” conducted by Dr. M.G.R University,

Chennai on 3rd

& 4th

April 2009. Presented a paper on “CROSS-

CULTURAL CONSUMER BEHAVIOUR TOWARDS CONSUMER

GOODS IN BANGALORE CITY”.

2. International Conference on “GLOBALISATION AND CONSUMER

PROTECTION” conducted by Kalasalingam University, Krishnankoil

on 28th

& 29th

January, 2010. Presented a paper on “CROSS

CULTURAL CONSUMER BEHAVIOUR AND ITS INFLUENCE ON

GLOBALISATION AND CONSUMER PROTECTION”.

3. International Conference on “REDEFINING THE ROLES OF

BUSINESS, NGOs AND GOVERNMENTS: A MISSION FOR A

BETTER GLOBAL SOCIETY” conducted by NITTE University, Nitte,

Karnataka, India on 29th

& 30th

December, 2010. Presented a paper on

“CROSS CULTURAL MARKETING”.

4. International Conference on “GLOBALIZATION AND CONSUMER

PROTECTION – CHALLENGES AND STRATEGIES” conducted by

Kalasalingam University, Krishnankoil on 28th

& 29th

January, 2011.

Presented a paper on “CONSUMER PROTECTION IN INDIA –

CHALLENGES AND STRATEGIES”.

5. International Conference on “RECENT ADVANCES IN

MECHANICAL ENGINEERING” conducted by Dr.M.G.R University,

Chennai on 21st & 22

nd April 2011. Presented a paper on “SUPPLY

CHAIN MANAGEMENT AND MERCHANDISING”.

6. Joint International Conference on “ADVANCED MATERIALS”

conducted jointly by B.T.L Institute of Technology, Bangalore, India

and University of Delaware, Delaware, USA on 19th

& 20th

August,

2011. Presented a paper on “SUPPLY CHAIN MANAGEMENT –

CHALLENGES AND STRATEGIES”.

7. International Conference on “QUALITY MANAGEMENT SYSTEM”

conducted by Dr.M.G.R University, Chennai on 12th

, 13th

& 14th

October, 2011. Presented a paper on “QUALITY OF TEACHER

EDUCATION IN INDIA – PROBLEMS AND STRATEGIES”.

179

VITAE

H.S Adithya was born on 15/08/1979 at Bangalore City, Karnataka, India. He

has received his MBA Degree in 2003 from BANGALORE UNIVERSITY,

Bangalore, India. He has worked as a Senior Officer – HR & Admin. during

2004 - 2007 and currently he is working as a Senior Lecturer – MBA. He has

published five of his research articles in reputed International and National

Journals. He has also presented the papers in the International and National

Conferences.

Also, he has participated and conducted many Workshops Seminars and

Conferences.