Download - Axe Mkt Research
Analyze the consumer buying behavior for the product deodorant and brand AXE in specific.
Identify the composition of buyers and suggest the ways to increase the repetitive consumer group.
Discover consumption pattern of the deodorant consumer.
Understand consumer lifestyle.Expectations and feedback of AXE deo spray
consumer.Comparison of the perceptions of consumers
about AXE deo spray and other existing brands.
Sub
problem
Market Research
Objectives
Hypothesis Quest no.
relevant
1. What
influences
the
consumer to
buy the
product?
To analyze the
consumer buying
behavior for the product
deodorant and brand
AXE in specific.
1. The age group of 20-30 is
highest consumer of AXE
deo spray.
3
2. Axe deo spray ad is most
appealing ad.
10
3. The youth believe the
choice of their deo brands
affects their personality.
11, 17,18,19
4. A person shows medium
level of involvement in
purchase
14, 15,13,A3
5. Executives/Professionals
don’t use AXE deodorant
16
Sub problem Market
Research
Objectives
Hypothesis Quest no.
relevant
2. What is the
frequency of purchase
of deo?
To discover
consumption pattern of
the deodorant
consumer.
1. A person has a
collection of more than
one variety of deo spray.
7,12
2. A person uses one or
two units of deo spray of
150ml per month.
26 27
3. The expenditure on deo
spray has greater share
than other personal care
products
6, 25
4. Consumer sprays deo
more than once in a day.
22,
5. students prefer deo to
perfume for parties
23
Sub
problem
Market
Research
Objectives
Hypothesis Quest
no.
relevant
3. How does
consumer
lifestyle affect the
purchase and use
of deo?
To understand
consumer lifestyle.
1. Expenditure on deo spray is
related to income/pocket money.
4, 5
2. A deo spray user spends
Rs.150 to Rs.300 per unit on deo.
25,27
3. The age and occupation
determines the spending
capability of consumer.
2, 3
4. Each youth has experimented
with more than 3 brands
8, 26
5. The youth moves with trend
and axe deo spray is a trend.
20,21, 24
Sub problem Market
Research
Objectives
Hypothesis Quest no.
relevant
4. What is the
satisfaction level of
AXE deo user about
the brand?
To know the
expectations and
feedback of
AXE deo spray
consumer.
Axe deo has a strong fragrance. A7
The packaging is attractive and
easy to use.
A7
It prevents body odor A7
The effect of deo lasts for a day. A7
The axe deo has a good
quality(no side effects/ allergic)
A7
Sub
problem
Market
Research
Objectives
Hypothesis Quest no.
relevant
5. how better is
the image of AXE
deo in
comparison with
other deo in the
minds of
consumers?
To compare the
perceptions of
consumers about
AXE deo spray
and other existing
brands.
1. youth prefer deo with strong
fragrance.
28
2. people have tried more than
two varieties of Axe brand
A1, A2, A6
3.people want to experiment new
varieties
A5, A10
4.Axe deo makes the person
stylish and hence confident.
A8
5.AXE offers value for money
i.e., quality and quantity is
satisfactory
A4, A6, A9
Test of Reliability of Data
Reliability Statistics
Lambda 1 .614
2 .707
3 .691
4 .549
5 .691
6 .731
N of Items 9
L4: Guttman split-half reliability.
The L4 is again somewhat acceptable.
Result of reliability test: SOMEWHAT ACCEPTABLE.
Sample Size calculation Confidence level considered is 95%. The calculations are done by classifying the respondents
as follows: Age group:
= 3.84 2 = 0.1882 = 0.4339 Sampling error = (z * ) / n = 0.1227 -- f5.1 Number of deo purchased per month
= 1.32 = 0.5869 Sampling error = 0.1660 Number of times the deo sprayed
= 0.7900 Sampling error = 0.223 Purchase period
= 0.8218 Sampling error = 0.2348Note: = Mean, = Standard DeviationIn all the 4 cases we see that the sampling error is lesser. Hence the sample size considered is acceptable. Result: Sample size = 50 (acceptable)
Age * DEOusers Cross-tabs
DEO users
TotalOther users
AXE users
Age 15-20 7 0 7
20-25 16 20 36
25-30 0 6 6
30-35 0 1 1
Total 23 27 50
The cross tabulation shows that 84% (42 out of 50 respondents) of the users of AXE deodorant are in the age group of 20-30 years
Fav ad
Frequency PercentValid
PercentCumulative
Percent
Valid Axe 34 68.0 68.0 68.0
Setwet 6 12.0 12.0 80.0
Wild Stone 6 12.0 12.0 92.0
Cinthol 2 4.0 4.0 96.0
Nivea 1 2.0 2.0 98.0
denim 1 2.0 2.0 100.0
Total 50 100.0 100.0
Descriptive Statistics
MeanStd.
Deviation N
deo purchased per month
1.34 .593 50
number of times deo sprayed per day
1.80 .782 50
A person uses one unit of deo per month. And sprays almost twice a day. It means a deo unit can be used for about60 sprays.
KMO is higher than 0.6. therefore factor analysis can be conducted.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.703
Bartlett's Test of Sphericity Approx. Chi-Square
55.678
Df15
Sig..000
Correlation Matrixa
axe useraxe
confidenceaxe makes
me attractiveaxe makes me
handsomeaxe makes me
feel cool axe trendaxe user
1.000 .089 -.013 .107 -.124 -.013
axe confidence
.089 1.000 .342 .221 .271 .342
axe makes me attractive -.013 .342 1.000 .447 .402 .455
axe makes me handsome .107 .221 .447 1.000 .429 .285
axe makes me feel cool -.124 .271 .402 .429 1.000 .588
axe trend-.013 .342 .455 .285 .588 1.000
Determinant = .283
Analysis Case Processing Summary
Unweighted Cases N PercentValid
46 32.9
Excluded Missing or out-of-range group codes4 2.9
At least one missing discriminating variable 0 .0
Both missing or out-of-range group codes and at least one missing discriminating variable 90 64.3
Total94 67.1
Total140 100.0
Non- parametric method
Group Age
group
Axe
users
(Ri)
Samples
(ni)
A 15-
20
6 6
B 20-
25
11 24
C 25-
30
3 4
n = 34
Dof = 3 – 1 = 2 X2
0.05 = 5.991 H = [ 12 / n ( n + 1 )
][(R12 / n1) + (R22 / n2) + (R32 / n3)] – 3(n+ 1)
= -105 < 5.991 Therefore
hypothesis is true.
What influences the consumer to buy the product? 84% of axe deo users belong to 20-30 age group. Hence this
group forms the target segment. The brand image is appealing to 68% of deo users. 64% of youth believe that choice of brand defines their
personality. People rely on opinion of friends than advertisement for
purchase.Conclusion: Age, brand image, friends are the major influencing
factors for purchase of product.
What is the frequency of purchase of deo? A person uses one unit of 150ml of deo spray per month. Deo is sprayed twice a day. Deo is preferred to perfume for parties also. 56% of personal care product amount is spent on deo.
How does consumer lifestyle affect the purchase and use of deo? Expenditure on deo increases with pocket money/income. A person spends Rs. 206 on deo every month. The age and occupation determine the spending. Youth feels usage of axe deo is moving with trend.
What is the satisfaction level of AXE deo user about the brand? The package and quality are major features satisfied. Overall,
the satisfaction level of Axe deo as a product is high. How better is the image of AXE deo in comparison with other
deo in the minds of consumers? The usage of Axe deo makes people feel confident. The people want to experiment with new varieties.
Branding is important along with the other major attributes like price, attractive packaging and long lasting deodorant. These are the 3 major attributes AXE must focus on to satisfy the Deodorant users.
AXE must come out with fragrances specifically for the
professionals who can spray it on formal occasions. And also they must launch fragrances specific to the climatic seasons like in summer (cool).
Price is critical factor while purchasing the deodorant.
Customers are comfortable with the current pricing strategy; AXE must not increase its price unless it does not come out with fragrances which are unique only to AXE.
AXE-Dark Temptation is the most popular variant of AXE
so AXE must see to it that it promotes popular variants to retain customers.
http:// www.indiastat.com http://bcs.wiley.com/he-bcs/Books?
action=index&itemId=0470317256&bcsId=5371 http://www.reviewstream.com http://www.blonnet.com/life/2004/08/27/stories/
2004082700120300.htm http:// www.ibef.org http://www.npd-solutions.com/va.html http://ideas.repec.org/p/wpa/wuwpmi/0510002.html http://www.hul.com/ http://www.ats.ucla.edu/stat/spss/whatstat/whatstat.htm http://faculty.chass.ncsu.edu/garson/PA765/discrim3.htm Marketing Research by David A Aaker