PROJECT REPORT ON

PURCHASING PATTERN AND CONSUMER SATISFACTION OF DETTOL LIQUID HAND WASH

Session: 2011-2014

Submitted To: Submitted By:Mr. DHEERAJ GANDHI ABHAY PRATAP SINGHPROJECT GUIDE 1110101004

CERTIFICATE

Certified that the project work on “PURCHASING PATTERN AND CUSTOMER

SATISFACTION OF DETTOL LIQUID HANDWASH” has been completed by Abhay

Pratap Singh student of class BBA-III Year (A) 2011-14 under my supervision & guidance.

The present work is an addition to existing fund of knowledge.

I therefore approve the project work & wish all the best.

Faculty signature:-

PREFACE

The project is based on PURCHASING PATTERN AND CONSUMER SATISFACTION

OF DETTOL LIQUID HANDWASH .The main motive of project report was to enhance

my expertise and extensive knowledge I gained through my course, by applying it practically

to the market of DETTOL LIQUID HANDWASH.

The project has been completed by collecting the primary data by interviewing the various

users of Dettol liquid hand wash. Secondary data was also used as per the availability from

different sources. In all the study the aim was to find out purchasing pattern and the consumer

behavior regarding Dettol liquid hand wash.

During the project, I learnt the behaviour of consumers by applying theoretical knowledge

and concepts to the best.

Needless to say, errors and omissions are bound to occur.

Last but not the least, I am grateful to all those who happened to be a part of the successful

completion of this Project and my mind and heart for going hand in hand!

ACKNOWLEDGEMENT

The satiation and euphoric that accompany the successful completion of the task would not

be possible without the mention of the people who made it possible. After all, success is the

epitome of hard work, severance, undeterred missionary, zeal, steadfast, determination and

most of all encouraging guidance. So, immense gratitude, I acknowledge all those whose

guidance and encouragement served as a “beacon light” and crowned my effort with success.

I sincerely thank MR.DHEERAJ GANDHI SIR for giving opportunity to associate myself

to the leading personal and healthcare company and my project titled “PURCHASING

PATTERN AND CONSUMER SATISFACTION OF DETTOL LIQUID HAND WASH

of Reckitt Benckiser and for guiding me as well as providing me support to conduct the

project.

This project would not have been concluded successfully within the time without my fellow

colleagues’ proper support and help.

ABHAY PRATAP SINGH

BBA III Year (A)

2011-2014

1110101004

CONTENTSINTRODUCTION --------

COMPANY’S PROFILE --------

Vision --------

Mission --------

Values --------

Corporate Social Responsibility --------

OBJECTIVES OF THE STUDY --------

RESEARCH METHODOLOGY --------

Research Process --------

Research Design --------

Primary Sources --------

Secondary Sources --------

Simple Random Sampling --------

DATA PRESENTATION AND ANALYSIS

FINDINGS OF THE STUDY --------

SUGGESTIONS AND RECOMMENDATIONS

BIBLIOGRAPHY --------

APPENDIX

Questionnaire --------

INTRODUCTION

Dettol, the brand synonymous with protection from germs, had for long been voted as India’s

Most trusted brand. In September 2008, the marketing team of Dettol was reviewing the

brand’s Performance in its 75th year of existence to formulate a three-year plan. Dettol’s

growth trend had been slow but steady over the years and a number of initiatives taken in the

recent years had started yielding results.

The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been

extended to a number of product categories like toilet soaps, liquid handwash, liquid

bodywash, shaving cream and plaster strips. The growth trend in the last few years had been

encouraging with shares showing an accelerated upward growth in most categories, but the

team felt share gain could be much faster. The brand team decided to further build on the

growth trajectory and set itself a visionary target - that of doubling Dettol’s overall share in

next three years in the combined market of the product categories it is present in (Antiseptic

Liquid, Bar soaps, Liquid Handwash, Bodywash).

The team knew that it had to address various challenges to achieve its ambitious target viz.

consumers saw the need for germ kill only in specific situations, resulting in irregular usage

and seasonality. The brand had to fight in a competing environment in which new variants

and re-launches were used for driving growth, it was critical to determine what & where

should be the business thrust to optimize the marketing spend and further accelerate the brand

growth.

Earlier in India liquid handwash was not popular. Though people wash hands but they do not

prefer liquid handwash. FMCG Company creates awareness for changing hand washing

habit. They try to make people health conscious in respect to washing hands. In FMCG

segment Liquid handwash is a growing product category.

The importance of personal care and hygiene brings us to our product which we have chosen

for our market research project: Liquid Hand Wash

Hand hygiene pertains to the hygiene practices related to minimizes or prevent disease and

the spreading of disease. The main purpose of washing hands is to cleanse the hands bacteria

or viruses and chemicals which can cause personal harm or disease.

COMPANY’S PROFILE

Reckitt Benckiser plc. is a British multinational consumer goods company headquartered

in Slough, Berkshire. It is a major producer of health, hygiene and home products. It was

formed in 1999 by the merger of the UK-based Reckitt & Colman plc. and the Netherlands-

based Benckiser NV.

Reckitt Benckiser's brands include Dettol (the world's largest-selling antiseptic) Strepsils (the

world's largest-selling sore throat medicine), Veet (the world's largest-

selling depilatory brand), Air Wick (the world's second-largest-selling air

freshener), Calgon, Clearasil, Cillit Bang, Durex, Lysol, and Vanish. It has operations in

around 60 countries and its products are sold in almost 200 countries.

Reckitt Benckiser is listed on the London Stock Exchange and is a constituent of the FTSE

100 Index. It had a market capitalisation of approximately £31.6 billion as of 13 February

2013.

Type: Public limited company

Industry: Consumer goods

Founded: 1814

1938 by merger of Reckitt & Sons and J&J Colman

1999 by merger of Reckitt & Colman and Benckiser

Headquarters: Slough, Berkshire, United Kingdom

Key people: Adrian Bellamy (Chairman)

Rakesh Kapoor (CEO)

Products: Cleaning products, Consumer healthcare products, Condiments, Personal care

Products

Revenue: £9.567 billion (2012)

Operating income: £2.435 billion (2012)

Net income: £1.833 billion (2012)

Employees: 35,900 (2012)

Website: www.rb.com

ProductsA key pillar of RB’s strategy is to deliver outperformance – growth ahead of the rate

prevailing in our markets –through a disproportionate focus on 19 Powerbrands in the health,

hygiene and home categories.

Representing the potent core of their total portfolio, these Powerbrands are in:-

Health:

Durex,

Gaviscon,

Nurofen,

Mucinex,

Scholl and

Strepsils

Hygiene:

Bang,

Clearasil,

Dettol,

Finish,

Harpo,

Lysol,

Mortein and

Veet.

Home:

Air Wick,

Calgon,

Vanish and

Woolite.

All RB’s Powerbrands have significant potential for future growth through increased

penetration, consumption and category expansion within markets where they already have a

presence.

MARKET

LAPAC

North Asia

South East Asia

Australia & New Zealand

Latin America

RUMEA

Russia & CIS

Middle East, North Africa & Turkey

Sub-Saharan Africa

ENA

North America

Central Europe

Northern Europe

Southern Europe

Western Europe

Brand Dettol

The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment

for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic

liquid. Although it was being used in hospitals and nursing homes for first aid and

disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for

bathing, mopping, shaving and other secondary purposes. While it started its journey as the

‘cuts and wounds’ brand in the country, over the years it had taken over the role of ‘protector

from germs’ in every situation.

Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its

trademark smell. Who can miss the characteristic Dettol smell that has been the reassurance

to many a child’s scraped knee! Consumers recognize the smell enough to refer to a

medicinally clean room as ‘Dettol like smell’. In the book, ‘Planning of Power Advertising’,

Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid

on a cut with the reassuring tingling sensation which tells you it begun to work. Savlon on the

other does not have the same burning sensation, (and is) very often seen by consumers as

‘ineffective’ ”.

The second characteristic is its amber gold color. The third is the ‘clouding’ effect that

appears when it is added to water.

Dettol’s packaging is distinct in its very own way. The green & white colours are associated

with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting

germs and infection. Over the years, the clouding action and the sword have become

synonymous with the brand and have been creatively used in Dettol advertising.

Consumers see Dettol as an ‘expert’, as something which is effective and versatile and

guarantees protection from germs. It has been likened to a bodyguard who protects them from

the unclean and unhygienic outside world. The brand’s versatility stems from multiple uses of

the antiseptic liquid which offers protection in so many different forms.

Usage of the brand gives rise to many emotions in the consumers’ minds. From making them

feel safe and secure about the well-being of their family to making the mother feel that she

has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is

only fitting that the brand’s tagline says - Be 100% Sure.

Over the years brand Dettol has been extended and has made its presence felt in a number of

product categories. While Antiseptic Liquid was the category where the brand was born and

where it continues to command a dominant market share of 85%, its revenue growth is

significantly driven by its presence in the other product categories of toilet soaps(or bar

soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too. Each of these markets

are at varying stages of evolution, so while in one market the brand - as the leader - had the

responsibility of driving overall market growth, in other markets, the brand strategy had been

to garner share. Fundamental to all the categories was existence/creation of a consumer need

for germ protection satiated by Dettol’s trusted promise.

Vision

RB’s vision is a world where people are healthier and live better.

RB’s purpose is to make a difference by giving people innovative solutions for healthier lives

and happier homes.

As business grows, particularly in emerging markets, RB will only achieve their vision of a

world where people are healthier and live better through recognising and responding to the

social and environmental challenges our consumers face. RB will continue to focus on

minimising our impacts across the lifecycle of our products and maximising the positive

impacts we have on health and hygiene behaviour. In doing so, RB will become more

sustainable and more successful.

MISSION

Target health and hygiene Powerbrands: Continue the successful

Powerbrands strategy but increase focus and investment on higher growth,

higher margin health and hygiene brands, in addition to home.

Target fast growing markets: Prioritise 16 Powermarkets for

disproportionate investment and growth. A significant number of these

markets are emerging markets.

New organisation structure: Redeploy resources to increase focus on, and

investment in, emerging markets.

RB’s brands are marketed and sold in 200 markets across the world, but we know that

the vast majority of our global growth will come from a few areas. RB have identified

16 Powermarkets, in both developed and emerging countries where we have a strong

presence and ability to win.

VALUES

Achievement: We don’t just aim high, we strive for outperformance.

Entrepreneurship: Daring to be different, taking calculated risks.

Partnership: Leveraging relationships for outperformance.

Ownership: Doing whatever it takes to win.

CORPORATE SOCIAL RESPONSIBILITY

The Company reached its goal of reducing its carbon emissions per dose of product by 20%

several years ahead of plan. It has now set a further goal for 2020 of reducing this by a further

third, reducing its water impact by a third and ensuring that a third of sales comes from more

sustainable products than previously existed.

Additionally the Company has increased its support of Save the Children by 60% which has

enabled a significant expansion of their work in bringing health through hygiene to many

more vulnerable children, especially those under five years of age.

Key Issues with Potential to have Material Impacts on the Business

Environment

• Resource availability and use

• Water quantity and quality

• Greenhouse gas (GHG) emissions reduction

• Waste management

• Natural raw materials sourcing

• Operational environment, regulatory compliance

• Product (and packaging) use and disposal

• Pollution (including contaminated land)

• Energy use efficiency

• Carbon offsetting

• Product regulation

• Sustainable product innovations

Social

• Occupational health & safety

• Human rights and labour practices

• Responsible and ethical supply chain

• Impacts of demographic change

• Transparency on products and ingredients

• Consumer behaviour change

• Talent attraction

• Employee engagement

• Charitable donations/philanthropy.

OBJECTIVES OF THE STUDY

1. TO KNOW ABOUT THE “BUYING BEHAVIOUR” OF THE CONSUMERS

BASED ON:-

Price

Packaging

Product Availability

Usage Period

Promotion Offers

2. TO JUDGE “SATISFACTION LEVEL” OF THE CONSUMERS ON

FOLLOWING GROUNDS:-

Quality

Time Period

Usage of Related and Other Products

Reason of Usage like Recommended, Hygiene, etc.

RESEARCH METHODOLOGY

RESEARCH PROCESS

A research process consists of stages or steps that guide the process of project from its

conception through the final analysis, recommendations and ultimate actions. The research

process provides a systematic, planned approach to the research project and ensures that all

aspects of the research project are consistent with each other. Research studies evolve

through a series of steps, each representing the answer to a key question.

It aims to understand the research methodology establishing a framework of evaluation and

revaluation of primary and secondary research. The techniques and concepts used during

primary research in order to arrive at findings; which are also dealt with and lead to a logical

deduction towards the analysis and results.

RESEARCH DESIGN

It propose to first conduct a intensive secondary research to understand the full impact and

implication of the industry, to review and critique the industry norms and reports, on which

certain issues shall be selected, which remain unanswered or liable to change, this shall be

further taken up in the next stage of exploratory research. This stage shall help to restrict and

select only the important question and issue, which inhabit growth and segmentation in the

industry.

Research design is a conceptual structure within which research was conducted. A research

design is the detailed blueprint used to guide a research study towards its objective. It is a

series of advanced decision taken together comprising a master plan or a model for

conducting the research in consonance with the research objectives. Research design is

needed because it facilitates the smooth sailing of the various research operations, thereby

making research as efficient as possible yielding maximum information with the minimum

effort, time and money.

PRIMARY SOURCES

Primary sources are original material. Information for which the writer has no personal

knowledge is not primary, although it may be used by historians in the absence of a primary

source. In the study of history as an academic discipline, a primary source (also

called original source or evidence) is an artifact, a document, a recording, or other source of

information that was created at the time under study. It serves as an original source of

information about the topic. Similar definitions are used in library science, and other areas of

relationship of projects, although different fields have somewhat different definitions. In

journalism, a primary source can be a person with direct knowledge of a situation, or a

document written by such a person.

Primary sources are distinguished from secondary sources which cite, comment on, or build

upon primary sources. Generally, accounts written after the fact with the benefit of hindsight

are secondary. A secondary source may also be a primary source depending on how it is

used. "Primary" and "secondary" are relative terms, with sources judged primary or

secondary according to specific historical contexts and what is being studied.

Although many documents that are primary sources remain in private hands, the usual

location for them is an archive. These can be public or private. Documents relating to one

area are usually spread over a large number of different archives. These can be distant from

the original source of the document.

History as an academic discipline is based on primary sources, as evaluated by the

community of scholars, who report their findings in books, articles and papers. Arthur

Marwick says "Primary sources are absolutely fundamental to history." Ideally, a historian

will use all available primary sources created by the people involved, at the time being

studied. In practice some sources have been destroyed, while others are not available for

research. Perhaps the only eyewitness reports of an event may be memoirs, autobiographies,

or oral interviews taken years later. Sometimes the only evidence relating to an event or

person in the distant past was written or copied decades or centuries later. Manuscripts that

are sources for classical texts can be copies of documents, or fragments of copies of

documents. This is a common problem in classical studies, where sometimes only a summary

of a book or letter has survived. Potential difficulties with primary sources have the result that

history is usually taught in schools using secondary sources.

Historians studying the modern period with the intention of publishing an academic article

prefer to go back to available primary sources and to seek new (in other words, forgotten or

lost) ones. Primary sources, whether accurate or not, offer new input into historical questions

and most modern history revolves around heavy use of archives and special collections for

the purpose of finding useful primary sources. A work on history is not likely to be taken

seriously as scholarship if it only cites secondary sources, as it does not indicate that original

research has been done.

However, primary sources – particularly those from before the 20th century – may have

hidden challenges. "Primary sources, in fact, are usually fragmentary, ambiguous and very

difficult to analyse and interpret." Obsolete meanings of familiar words and social context are

among the traps that await the newcomer to historical studies. For this reason, the

interpretation of primary texts is typically taught as part of an advanced college or

postgraduate history course, although advanced self-study or informal training is also

possible.

Strengths and weaknesses of primary sources

In many fields and contexts, such as historical writing, it is almost always advisable to use

primary sources if possible, and that "if none are available, it is only with great caution that

[the author] may proceed to make use of secondary sources." In addition, primary sources

avoid the problem inherent in secondary sources, where each new author may distort and put

their own spin on the findings of prior cited authors. However, a primary source is not

necessarily more of an authority or better than a secondary source. There can be bias and

other tactic used to twist historical information. These errors may be corrected in secondary

sources, which are often subjected to peer review, can be well documented, and are often

written by historians working in institutions where methodological accuracy is important to

the future of the author's career and reputation. Historians consider the accuracy

and objectiveness of the primary sources they are using and historians subject both primary

and secondary sources to a high level of scrutiny. A primary source such as a journal entry

(or the online version, a blog), at best, may only reflect one individual's opinion on events,

which may or may not be truthful, accurate, or complete.

Participants and eyewitnesses may misunderstand events or distort their reports (deliberately

or unconsciously) to enhance their own image or importance.

SECONDARY SOURCES

Secondary source is a document or recording that relates or discusses information originally

presented elsewhere. A secondary source contrasts with a primary source, which is an

original source of the information being discussed; a primary source can be a person with

direct knowledge of a situation, or a document created by such a person. However, as

discussed in detail in the section below on classification, deciding how to classify a source is

not always an obvious decision.

Secondary sources involve generalization, analysis, synthesis, interpretation, or evaluation of

the original information. Primary and secondary are relative terms, and some sources may be

classified as primary or secondary, depending on how it is used. An even higher level, the

tertiary source, such as an encyclopedia or dictionary, resembles a secondary source in that it

contains analysis, but attempts to provide a broad introductory overview of a topic.

Characteristics of a secondary source

A secondary source is built from primary sources. Secondary sources are not required to

provide you with a bibliography, but you should have some reason to believe that the source

is building on the foundation of prior sources rather than starting with all-new material. For

example, century-old love letters on display at a museum are primary sources; a secondary

source might analyze the contents of these letters. The fact that the analysis is based on these

letters would be evident from the description in the source, even if the paper contained no

footnotes.

A secondary source is significantly separated from these primary sources. A reporter's

notebook is an (unpublished) primary source, and the news story published by the reporter

based on those notes is also a primary source. This is because the sole purpose of the notes in

the notebook is to produce the news report. If a journalist later reads dozens of these primary-

source news reports and uses those articles to write a book about a major event, then this

resulting work is a secondary source. This separation is not defined by the length of time that

elapses or geographical distance.

A secondary source usually provides analysis, commentary, evaluation, context, and

interpretation. It is this act of going beyond simple description, and telling us the meaning

behind the simple facts, that makes them valuable to Wikipedia.

Reputable secondary sources are usually based on more than one primary source. High-

quality secondary sources often synthesize multiple primary sources, in due proportion to the

expert-determined quality of the primary sources. This helps us present the material in due

proportion to the sources' actual importance, rather than in due proportion to the size of the

sources' publicity budgets.

DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would like them

to be. Also called the audience, the audience to be served by the project includes

key demographic information (i.e.; age, sex etc.).The specific population intended as

beneficiaries of a program.

The target population is the population one want to make conclude an ideal situation; the

sampling frames to matches the target population. A specific resource set that is the object or

target of investigation. The audience defined in age, background, ability, and preferences,

among other things, for which a given course of instruction is intended. The first hand

information should be collected by making the people fill the questionnaires.

I have selected the sample trough Simple random Sampling.

SAMPLE SIZE

I have targeted 50 people for the purpose of the research. The target population influences the

sample size. The target population represents BAREILLY region.

SIMPLE RANDOM SAMPLING

In a simple random sample (SRS) of a given size, all such subsets of the frame are given an

equal probability. Each element of the frame thus has an equal probability of selection: the

frame is not subdivided or partitioned. Furthermore, any given pair of elements has the same

chance of selection as any other such pair (and similarly for triples, and so on). This

minimises bias and simplifies analysis of results. In particular, the variance between

individual results within the sample is a good indicator of variance in the overall population,

which makes it relatively easy to estimate the accuracy of results.

However, SRS can be vulnerable to sampling error because the randomness of the selection

may result in a sample that doesn't reflect the makeup of the population. For instance, a

simple random sample of ten people from a given country will on average produce five men

and five women, but any given trial is likely to overrepresent one sex and underrepresent the

other. Systematic and stratified techniques, discussed below, attempt to overcome this

problem by using information about the population to choose a more representative sample.

SRS may also be cumbersome and tedious when sampling from an unusually large target

population. In some cases, investigators are interested in research questions specific to

subgroups of the population. For example, researchers might be interested in examining

whether cognitive ability as a predictor of job performance is equally applicable across racial

groups. SRS cannot accommodate the needs of researchers in this situation because it does

not provide subsamples of the population. Stratified sampling, which is discussed below,

addresses this weakness of SRS.

Simple random sampling is always an EPS design (equal probability of selection), but not all

EPS designs are simple random sampling.

Methods of producing random samples

Random number table have the desired properties no matter how chosen from the

table.

Mathematical algorithms for pseudo-random number generators

Physical randomization devices such as coins, playing cards or sophisticated devices.

Advantages and Disadvantages of Random Sampling

Advantages:

Can be used with large sample populations

Avoids bias

Disadvantages:

Can lead to poor representation of the overall parent population or area if large areas

are not hit by the random numbers generated. This is made worse if the study area is

very large

There may be practical constraints in terms of time available and access to certain

parts of the study area.

DATA PRESENTATION & ANALYSIS

Q1. Do you use Dettol Liquid handwash?

70% of the people uses Dettol Liquid handwash and 30% of the people refused that they do

not use the handwash.

Q2. For what purpose do you use Dettol Liquid handwash?

Through this pie chart, people can see that through sampling people use this antiseptic for

Health & Hygiene and people even use this product for the purpose of Fragnance of this

product also make people use it.

Q3. For how long have you been using Dettol Liquid Handwash?

Through this chart, we learn that recently in less than a year people have started using this

Liquid handwash barely people used it in more than 5 years but average percentage of people

used in the time before that.

Q4. Do you think Dettol Liquid Handwash provides quality products to its customer?

The users of Dettol liquid handwash tells that they get quality product and only 23% of the

users told that they think the quality is not upto the expectations.

Q5. Are you satisfied with Dettol Liquid Handwash?

Most of the users are satisfied with the product and some number of users are not satisfied

with the product due to different reasons.

Q6. What changes have you felt in your Hygiene after using this handwash?

After using the Handwash, different users found different changes in their health. Some

thinks that this handwash prevents germs easily and some thinks the handwash made no

changes in their Health.

Q7. What changes you would like to see in Dettol Liquid Handwash?

Consumers would like to see different changes in the Handwash. The users want more range

may be different for different age group and they want price to be reasonable and better and

attractive packaging.

Q8. Would you continue to buy Dettol Liquid Handwash even if there is increased to

say 10% - 15% in price?

The users are so satisfied that 60% of the users will continue to buy the product even if the

prices rises with time but still there are 40% of the people who preferred to discontinue

buying the product.

Q9. If ‘NO’ then which product will you buy?

According to the previous question, the people who will not buy the product would prefer

Lifebuoy liquid handwash with most percentage and Pears with other different options.

Q10. What do you think who is the biggest competitor of Dettol Liquid Handwash?

Most of the users think that Lifebuoy is the biggest competitor of the product ‘LIFEBUOY

LIQUID HANDWASH.’

Q11. Will you recommend Dettol Liquid Handwash to others?

The users are so satisfied that they want to recommend the product to the people they know.

Q12. Do you find the product easily in the market?

The product users says that the product is easily available to them but some users deny this

fact.

Q13. What influence you most to buy Dettol Liquid Handwash?

Advertisement and Family influenced most of the users to buy Dettol Liquid Handwash and

even friends have some influence to use the product.

Q14. Are you satisfied with offers and promotion given by the company?

Most of the people are satisfied with the offers and promotion strategies but still there are

people who are unsatisfied with them.

Q15. From where do you buy Dettol Liquid Handwash?

The Dettol Liquid Handwash users generally buy the product from medical store and general

store as they are easy available shops from where the users can buy.

Q16. Do you use

any other product of Dettol?

The people even trust on the other products of Dettol. The users even use the Dettol Bar

Soap which helps them from protecting themselves from Diseases.

Q17. Do you use any other product of Reckitt Benckiser?

This shows that different users have different choices and buy different products of Reckitt

Benckiser which makes the company to be good skincare and healthcare choice of the

customers.

FINDINGS OF THE STUDY

70% of the people uses Dettol Liquid Handwash and 30% of the people refused that

they do not use the Liquid Handwash.

Through this study it can be seen that sampled people use this antiseptic Liquid

Handwash for Health & Hygiene and people even use this product for the purpose of

Fragnance and recommendation of this product also make people use it. People use

this Liquid Handwash for preventing or kill Germs.

Through this study, we learn that recently in less than a year people have started using

this antiseptic Liquid Handwash and barely people used it in more than 5 years but

average percentage of people used in the time before that.

The 77% users of Dettol Liquid Handwash tells that they get quality product and only

23% of the users told that they think the quality is not upto the expectations.

Most of the users are satisfied with the product and some number of users are not

satisfied with the product due to different reasons.

After using the Liquid Handwash, different users found different changes in their

Health. Some thinks that this Liquid Handwash kills germs easily and some thinks the

Liquid Handwash made no changes in their Health.

Consumers would like to see different changes in the Liquid Handwash. The users

want more range may be for different age group and they want price to be reasonable

and better and attractive packaging.

The users are so satisfied that 60% of the users will continue to buy the product even

if the prices rises with time but still there are 40% of the people who are not ready to

buy the product.

According to the study, the people who will not buy the product would prefer

Lifebuoy with most percentage and pears with other different options.

Most of the users think that Lifebuoy is the biggest competitor for the product

‘LIFEBUOY LIQUID HANDWASH.’

The users are so satisfied that they want to recommend the product to the people they

know.

The product users says that the product is easily available to them but some users

deny this fact.

Advertisement and Family influenced most of the users to buy Dettol Liquid

Handwash and even friends have some influence to use the product.

Most of the people are satisfied with the offers and promotion strategies but still there

are people who are unsatisfied with them.

The Dettol Liquid Handwash users generally buy the product from medical store and

general store as they are easy available shops from where the users can buy.

The people even trust on the other products of Dettol or Reckitt Benckiser. The users

even use the Dettol Bar Soap mostly which helps them from protecting themselves

from the Diseases.

Thus it shows that different users have different choices and buy different products of

Reckitt Benckiser which makes the company to be a good skincare and healthcare

choice of the customers.

SUGGESTIONS AND RECOMMENDATIONS

The product manufacturers should consider attractive advertising to attract the customers so

that the customers who are not using the product should start using it as there is increasing

trend of nature based products among customers.

At the same time, antiseptic product producers should also consider the reasons, which

motivate the customers to buy the liquid handwash as they are concerned with hand germs

issues. However, the inclusion of cosmetic aspects in their products would be more effective

for the organization to increase their customer base and to achieve a sustainable growth.

Going ahead, it will be important to develop research and development capabilities to further

customize products for Indian customers create greater awareness among the burgeoning

middle class and ensure effective distribution reach to service them.

There are people who think that Dettol is not giving good quality products so RB needs to

improve its quality so that it can capture much larger share of the market.

RB must get wider range of product according to the skin texture, age group which will make

people buy the product more as now-a-days people believe more in buying of products

according to their age & skin texture.

Some percentage of people using Dettol Liquid Handwash think that prices of the product is

high enough so no more rising of the prices will make them continue to buy the product.

“Powerbrand products which legally mimic the labels to established brands narrow down the

scope of skin products in rural and semi-urban markets so the brand should come up with

something new, different and very creative.

People buying the product thinks that Dettol liquis handwash is not available in all small and

big stores so the product should to be transported in all small and big areas so people do not

have to buy any other substitute in case of non-availability.

The Healthcare care market is at a primary stage in India. With the change in life styles,

increase in disposable incomes, greater product choice and availability, people are becoming

more alert about personal health grooming so the company must work hard to achieve its goal

to become the no.1 organisation so they need to focus more on customers rather than thinking

of profits as there is still large segment of population that is still not approached.

RB should be so creative and different naturally so that people would think of only one

product as a Handwash and the other products with so much of chemicals should not be in the

minds of the consumers as the Dettol takes our best care.

BIBLIOGRAPHY

The secondary data has been collected from the following websites:-

www.amazon.com

www.google.com

www.rbgroup.com

www.mbaschool.com

www.wikipedia.com

QUESTIONNAIRE

Q1. Do you use Dettol’s Liquid Handwash ?

a) Yes

b) No

Q2. For what purpose do you use Dettol Liquid Handwash ?

a)   Recommended

b)  Health and Hygeine

c)   Fragnance

d)   Antiseptic

Q3. For how long have you been using Dettol Liquid Handwash ?

a) Less than a year

b) More than a year

c) Less than 5 years

d) More than 5 years

Q4. Do you think Dettol Liquid Handwash provides quality products to its customer?

a)Yes

b)No

Q5. Are you satisfied with Dettol Liquid Handwash?

a) Yes

b) No

Q6. What changes have you felt in your Health after using this Handwash?

a) Better Health

b) Less Diseases

c) More Hygiene

d) No change

Q7. What changes you would like to see in Dettol Liquid Handwash?

a) More range

b) Better packaging

c) Reasonable price

d) Any other

Q8. Would you continue to buy Dettol Liquid Handwash even if there is increased to say 10% -

15% in price?

a) Yes

b) No

Q9. If ‘NO’ then which product will you buy?

a) Lifebuoy

b) Pears

c) Savlon

d) Any other

Q10. What do you think who is the biggest competitor of Dettol Liquid Handwash?

a) Lifebuoy liquid handwash

b) Pears Liquid Handwash

c) Savlon Liquid Handwash

d) Any other

Q11. Will you recommend Dettol Liquid Handwash to others?

a) Yes

b) No

Q12. Do you find the product easily in the market?

a) Yes

b) No

Q13. What influence you most to buy Dettol Liquid Handwash ?

a) Advertisement

b) Friends

c) Family

d) Self-Confidence

Q14. Are you satisfied with offers and promotion given by the company?

a) Yes

b) No

Q15. From where do you buy Dettol Liquid Handwash ?

a) Organized Retail Store

b) Medical Store

c) General Store

d) Any other

Q16. Do you use any other product of Dettol?

a) Bar Soap

b) Antiseptic Liquid

c) Shaving Cream

Q17. Do you use any other product of Reckitt Benckiser?

a)      Fair and Handsome

b)      Vasocare Petroleum Jelly

c)      Vasocare Lip Balm

d)      Sona Chandi Chwanprash

e)      Malai Kesar Cold

f)       Dettol Liquid Handwash Powder

g)      Zandu Navratna

h)      Navratna Hair Oil

i)        Any Other

Thank You!