vivel bathing soaps

8/18/2019 Vivel Bathing Soaps

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“Analysis of consumer satisfaction and their perception for Vivelbathing soaps’’

(ALLAHABAD RE!"#$

%"R &HE 'AR&!AL %L%!L)E#& "% &HE )BA 'R"RA) "%

&&AR 'RADE*H &E+H#!+AL #!VER*!&,- L+.#"/

SESSION- 2008-2009

Submitted By: - Submitted to:-

GAURAV SHARMA BRANCH MANAGER M.B.A.(MARKETING) LUCKNOW

ITC Ltd

.HA#DEL/AL +"LLEE "% )A#AE)E#& *+!E#+E0&E+H#"L",

DECLARATION

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I, GAURAV KUMAR SHARMA, here by declare that I have

carried out summer training project on topic “Analysis of

consume sa!isfac!ion an" !#ei $ece$!ion fo Vi%el

&a!#in' soa$s( in ITC limited.

I further declare that project work is my original work and no

part of this report have been published or submitted to any

body or university for award of any other degree or Diploma.

G!"# $!%"&'"%%.(.. )*++-*++/

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ACKNO)LEDGEMENT

I, G!"# $!%" &'"%* %( &tudent in $handelwalCollege of %anagement &cience 0 Technology, (areilly is

highly grateful to all those who guided me in completing this

project.

1irst of all, I would like to pay my heartiest thanks to entire

family of ITC L!" especially M+ Ria, A#ma" K#an )2/ who

provided me such a wonderful opportunity to do Summe

Tainin' and provided his valuable suggestions inunderstanding the work of "esearch 3roject.

I would like to thanks M+ Na,i #ussain )2/ who has given

solutions to each problems or confusions I had in my mind and

paved my way for accomplishing research.

4ast but not the least, I would lik to t!"#k$ "ll %"&ulti$ "t KCMT'

B"ill w!o *"+ , t! u$%ul ti-$ "#d $u**$tio#$ *"di#*

-o&t. I would lik to t!"#k$ )r1 *2atantra .umar (/o%. M"kti#*)

%o i,-"ti#* !i$ +"lu"0l *uid"#& to ,.

Coun!e Si'ne" &y5 GAURAV KUMARSHARMA

M-A. /" Semes!e

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0RE1ACE

&oap industry is one of the most competitive and prominentpart of 1%CG industries. &ince many conglomerated businesscompanies 6to earn or to ma7imi8e pro9t: are investing theircapital in this segment, by launching varied and innovativesoaps consist of di;erent attributes to stand for consumerpreferences. %ost of the companies are adopting very resilient

strategies, for the product promotion. It has opened the newavenues for sales by schemes and distribution strategies.

The 3ersonal Care Industry is estimated at over ++ Cr andthe categories of immediate interest for ITC are &oap 0&hampoo, in which soap business is in the single largestcategory at about "s. ?*=+ Crores.

ITC is India:s largest consumer goods company touching thelives of two out of three Indians with distinct categories inhome 0 personal care products, with brands that help peoplefeel good, look good, and get more out of life.

To know the consumer preference for their speci9c purchase iscrucial to an organi8ation to enhance sales by the provision of renovative products according to consumer needs anddemand ,I have tried to make an e7haustive analysis of the

consumer satisfaction on purchasing #ivel soap particularlymy project is an aid to determine the preferences of ultimateconsumers for soap.

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Ta&le of Con!en!s


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E2ecu!i%e Summay

The objective of the project was to study the satisfaction level

of the consumers and criteria for their preference of #ivel

soap and accordingly prepare the competitive update, i.e.

#ivel #s other soaps, to facilitate sales.

The nature of the project involved a comprehensive market

survey in which the consumers of #ivel soap were given astructured Euestionnaire. The type of sampling methodadopted was convenience sampling, since the aspect whichhad to be measured, was an intangible one.

The sample si8e taken for the analysis of the project was +. This was broken down into students, housewives,businessmen and regular employees, randomly. ith the helpof the Euestionnaire I was able to get the satisfaction level of consumer for #ivel soap and important factors which aconsumer prioriti8es while selecting soap.

The project was carried out in the following seEuence of steps5

Theoretical study of soap industry in general.

!nderstanding the product i.e. #ivel soap and the

featuresFbene9ts. 1or detailing of the product

featuresFbene9ts in comparison to the competitors.

3reparing the Euestionnaire for the consumers to know

the factors responsible for the selection of #ivel soap.

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Carrying out a market survey and studying their

response.

Compilation of the data

Detailed analysis of the data collected

3reparation of competition update.

utlining and formulating a set of suggestions to

improve sales.

Compilation of the report.

Euestionnaire was used to collect data regarding consumersatisfaction therefore to sum-up the data and to count eachcategory, data and was recorded and fed in computers forarithmetic operations to be done and to represent it in theform of easily understandable diagrams. (ar diagrams is usedfor proper analysis of the recorded data. nd evaluation wasmade, on the basis of counted data, and percentage valuecalculated from the responses, and 9nally result shown withthe help of diagrams, and statements.

fter collecting and analy8ing the data. It was found that themost important factor was consumer awareness and theirperception for the di;erent attributes of the soap, (rand nameand other factors came later on. It needs more e;orts madeon the awareness sector to promote sales.

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0RO3ECT O-3ECTIVE

s we see that in present scenario there is a cutthroatcompetition in 1%CG sector. 2ach and every o;ering severalfacilities to their consumers related to convenience andsatisfaction.

&o I have been assigned a project to 9nd out the “Analysisof consume sa!isfac!ion an" !#ei $ece$!ion fo Vi%el&a!#in' soa$s( ITC 4imited.

My $o4ec! o&4ec!i%e5

1ind out customer:s choice 0 criteria for Vi%el &a!#in'soa$+

3roblem associated with #ivel soap

To know the customer:s choice 0 criteria of various othersoaps in Alla#a&a" region.

Consumer:s perception.

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3roducts which have a Euick turnover, and relatively low costare known as 1ast %oving Consumer Goods )1%CG/. 1%CG

products are those that get replaced within a year. 27amplesof 1%CG generally include a wide range of freEuentlypurchased consumer products such as toiletries, soap,cosmetics, tooth cleaning products, shaving products anddetergents, as well as other non-durables such as glassware,bulbs, batteries, paper products, and plastic goods. 1%CGmay also include pharmaceuticals, consumer electronics,

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packaged food products, soft drinks, tissue paper, andchocolate bars.

hite goods in 1%CG refer to household electronic items suchas "efrigerators, T#s, %usic &ystems, etc.

In"ian 1MCG Sec!o

The Indian 1%CG sector is the fourth largest in the economyand has a market si8e of !&H


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bathing in the Ganges is believed to wash away sins as well asphysical ailments.

Ince$!ion

The 9rst real manufacture of soap began in


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industry has had in keeping close to the needs of peoplegenerally that it has been able to serve the country in waysother than by direct sales.

A''essi%e Ma6e!in'

It has been said that success in the soap industry depends ontwo things5 the soundness of raw material purchasing,particularly fats and oils, and able marketing or selling.

To this, certainly a third element, product Euality or service,must be added. Then it gradually included purchasing,research, manufacturing, selling, and advertising. The onlymajor department omitted is 9nance. e have to know costs,keep accounts, pay bills, borrow money, and make up periodic

statements, so success really depends on e7cellence in everyphase of a companyMs operation, with good management andteamwork essential to drive toward the ultimate objective of company pro9t. Coming back to product Euality or service, Itis not enough for a manufacturer to enter a 9eld only, 'emust serve 9rst in order to pro9t. This service may be in lowerprice, in Euicker delivery, in better performance in use, ingreater convenience, or in some other manner. (ut themanufacturer should be clear how he will serve and be honest

with himself about it. If he is not serving better in some way,there is no real reason for people to change to his product,and they can be mighty stubborn and hard-hearted about it.%any soap organi8ations employ a fairly comprehensive salesforce for the areas in which they operate. dvertising andsales promotion are intensely competitive and aggressive.&ampling, opening, one-cent sales, combination sales, andpremium o;ers are all used to promote sales by brands.%aga8ines, newspapers, radio, television, and outdoor postersare used as advertising media carrying brand nameadvertising.&ome people look at these activities and reason that soapcould be sold cheaper if the advertising and sales promotionof the industry were eliminated. This is so simple and smooththat it sounds logical, but no greater fallacy ever e7isted.

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The manufacturer has spent time and money to make a betterproduct and, thus having made it, he e7pects and hopes tocapitali8e by getting volume from the consumer on which hecan make a pro9t. The way he gets volume is to make people

aware of the product he has developed, and he does this byadvertising and by sales promotion. The brand name carrieshis reputation. 'e must develop it, must make it known, andmust create a desire for it. In our type of economy anyone cango into the soap business if he wishes to do so. If he thinksthat he can produce a satisfactory product and sell it at alower price than that of his competitors, he can attempt to dothis. If he thinks he can produce a satisfactory product andeliminate all or part of the advertising and sales promotione7pense, and still keep his volume up and his costs down, he

is at liberty to make the attempt.

There are some successful soap industry operating on thisbasis today, and there is e7istence for such operation in thenature of things and under the laws of our land. 3articularly inthe industrial 9eld, where the number of customers may berelatively small and close personal contacts maintained, thistype of business may Nourish. n the other hand, if amanufacturer 9gures that he can pro9t best by the use of

e7tensive advertising and sales promotion methods, hesimilarly is free to do so and rises and falls by the soundnessof his operation. There is room in-between for anyone whowants to do some of each.

Summay

This has been a review of the dynamics of the soap industry.e have seen the growth of cleanliness and of recognition of the part cleanliness plays in health and morale. The increaseof industriali8ation has increased the consumption of soap. Itis appropriate that an industry which makes a product sobasic to the health and well-being of the people should be anaggressive, competitive, and enlightened industry.e should be proud of the fact that the soap industry hasplayed its part for the welfare of the country as a whole and

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are ever alert to serve the public better. I hope those of youwho are already working in the industry will derive muchpleasure from it

In"us!y O%e%ie7

The price of the premium segment products is twice that of economy segment products. The economy and popularsegments are AF>ths of the entire soaps market. Thepenetration level of toilet soaps is ==.?O. 'owever, the percapita consumption of soap in India is at A?+ grams perannum,In India, soaps are available in 9ve million retail stores, out of which, @.> million retail stores are in the rural areas.

Therefore, availability of these products is not an issue. +Oof IndiaMs population resides in the rural areas hence around>+O of the soaps are sold in the rural markets.

Go7!#

ith increase in disposable incomes, growth in rural demandis e7pected to increase because consumers are moving uptowards premium products. 'owever, in the recent past there

has not been much change in the volume of premium soaps inproportion to economy soaps, because increase in prices hasled some consumers to look for cheaper substitutes.ITC introduced 2ssen8a Di )ills, an e7clusive range of 9nefragrances and bath 0 body care products for men andwomen in Luly *++>. Ini,io* the signature range underEssen,a Di )ills provides a comprehensive groomingregimen with distinct lines for men )Ini,io Home/ and women)Ini,io 1emme/. Continuing with its tradition of bringingworld class products to Indian consumers the Companylaunched M1iama Di )illsM, a premium range of &hampoos,&hower Gels and &oaps in &eptember, ctober and December*++ respectively. The Company also launched the MSu$eiaMrange of &oaps and &hampoos in the mass-market segment atselect markets in ctober *++ and Vi%el De )ills 0 Vi%elrange of soaps in 1ebruary and Vi%el range of shampoos in

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Lune *++=.

&egments %arket share val O ITC brands3remium O #I#24

)#italite popular/%id @? O2conomy A< O &uperiaIndustry total +O/ in the soap industry. The various sub-segments in the segment are classi9ed as5

• !pper mid segment5 The upper mid segment consists of brands such as 4u7 International, ovae, Cinthol original,Dettol, &alon etc. These brands are typically pricedbetween "ests.


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A -ief A&ou! 0o"uc!

#ivel di wills segment for !pper mid segment5 which consistsof brands such as 4u7 International, ivea, Cinthol original,

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#I#24 DII44&

#I#24 DI I44& #I#24

&heer "adiance>g, @ Q>gm

&heer crRme>g, @ Q>gm

Joung GlowA>g,


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Dettol, &avlon etc. These brands are typically priced between"s.


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:oun' Glo7

1ea!ues9.

• #ivel Joung Glow is enriched with #itamin 2.

• It consist of ctipro- that protects, nourishes andhydrates skin

• It consists of 1ruit Infusions which help in providingyouthful glow to the skin.

• Tested for e;ectiveness by scientists and e7perts.

• 2;ervescent pink color

Sa!in Sof!

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1ea!ues9

• 2nriched with #itamin 2.

• It consist of ctipro- that protects, nourishes andhydrates skin

• It consists of aloe vera which helps the skin feelbeautifully soft.

• (ene9ting soft skin

• lively white colorSan"al S$a6le

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1ea!ues9

• 2nriched with sandalwood oil.

• It consist of ctipro- that protects, nourishes and

hydrates skin

• It is enriched with active clay which helps in providingclear skin.

• (ene9ting sparkling skin

Ayu%e"a Essence

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1ea!ues

• #ivel yurveda 2ssence is enriched with multiple

yurvedic Ingredients which help protect skin fromgerms and harsh environment,

• 1or 'ealthy and (eautiful &kin

• 'ealth through yurvedic route.

soap, which gives 'ealth bene9t through yurveda. 'encethis variant would appeal to users of both health andayurveda.

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Vaian!S6in-ene;! Aes!#e!ics In'e"ien!

Joung Glow Glowing &kin 3ink %arbellised

#itamin 2 S

Infusions

&atin &oft &oft &kin hite#itamin 2 S#era

&andal &parkle Clear &kin&andal%arbellised

&andalwood ctive Clay

yurveda2ssence 'ealthy &kin Green 3lain *+ yurvedic 27T#e &an" $o$osi!ion consis!s of < s!on' le's9

=> Ra!ional -ene;!5Care for your skin through ourishment, 3rotection and'ydration.

a/ The conNuence of these @ bene9ts through one productis a highly relevant 0 di;erentiated proposition.

b/ "ational relevance from consumer research - &uperiorskin care bene9ts 0 all in one.

2) Emo!ional &ene;!5

(eauty, that gives you the con9dence to control yourworld.

Instills a sense of con9dence that translates into5)


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Scien!i;c consume !es!e" fomula!ions-ll products aremade of scienti9cally developed formulations enriched withnatural ingredients. The soaps have been formulated at the

ITC "0D Centre, (angalore after A years of e7tensiveresearch. (enchmark competition products were consideredand e7tensive blind consumer tests were conducted toachieve benchmark product performance. ll products havebeen laboratory tested. 3roduct bene9ts have been testedand validated by scientists and dermatologists )skin e7perts/at reputed national laboratories. ll product performanceparameters are backed by either clinical reports or consumerresearch reports.

0ac6a'in'- The packaging for the entire range of #ivel Diills and #ivel products have performed far superior tobenchmark products.

The perforated carton for #ivel Di ills is uniEue in its design.o other soap carton in the industry has the designconstruction and the opening mechanism as the #ivel Di illscarton.

=+0RICING

#ivel variants have been benchmarked to 4u7 for pricing.

MR0-RAND @ =BB < =BBLu2 ?


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MR0-RAND @ =BB =


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ITC is one of IndiaMs leading private sector companies with amarket capitali8ation of nearly !& H .< (illion. ITC is rated among the orldMs (est(ig Companies, siaMs M1ab >+:, and the orldMs %ost"eputable Companies by 1orbes maga8ine, among IndiaMs%ost "espected Companies by (usiness orld and amongIndiaMs %ost #aluable Companies by (usiness Today. ITC alsoranks among IndiaMs top


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market share even in its nascent businesses of 3ackaged1oods 0 Confectionery, (randed pparel, 3ersonal Care, and&tationery.

s one of IndiaMs most valuable and respected corporations,ITC is widely perceived to be dedicatedly nation-oriented.Chairman J C Deveshwar calls this source of inspiration Kacommitment beyond the marketK. In his own words5 KITCbelieves that its aspiration to create enduring value for thenation provides the motive force to sustain growingshareholder value. ITC practices this philosophy by not onlydriving each of its businesses towards internationalcompetitiveness but by also consciously contributing toenhancing the competitiveness of the larger value chain of

which it is a part.

ITCMs diversi9ed status originates from its corporate strategyaimed at creating multiple drivers of growth anchored on itstime-tested core competencies5 unmatched distribution reach,superior brand-building capabilities, e;ective supply chainmanagement, and acknowledged service skills in hoteliering.ver time, the strategic forays into new businesses aree7pected to garner a signi9cant share of these emerging high-

growth markets in India. ITCMs gri-(usiness is one of IndiaMslargest e7porters of agricultural products. ITC is one of thecountryMs biggest foreign e7change earners )!& H @.* billion inthe last decade/. The CompanyMs Me-ChoupalM initiative isenabling Indian agriculture signi9cantly enhance itscompetitiveness by empowering Indian farmers through thepower of the Internet. This transformational strategy, whichhas already become the subject matter of a case study at'arvard (usiness &chool, is e7pected to progressively createfor ITC a huge rural distribution infrastructure, signi9cantly

enhancing the CompanyMs marketing reach.

ITCMs wholly owned Information Technology subsidiary, ITCInfoTech India 4imited, is aggressively pursuing emergingopportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing.

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ITC employs over *A,+++ people at more than ?+ locationsacross India. The Company continuously endeavors toenhance its wealth generating capabilities in a globali8ingenvironment to consistently reward more than @, ,+++

shareholders, ful9ll the aspirations of its stakeholders. Thisover-arching vision of the company is e7pressively captured inits corporate positioning statement5 K2nduring #alue, for thenation and 1or the &hareholder.K

A &ief #is!oy of ITC

ITC was incorporated on ugust *A,


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were removed e;ective &eptember


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Coimbatore, Tamil adu. The $ovai !nit allows ITC toimprove customer service with reduced lead time and awider product range.

In , ITC set up &urya Tobacco Co. in epal as an Indo-epal and (ritish joint venture. &ince inception, its shareshave been held by ITC, (ritish merican Tobacco andvarious independent shareholders in epal. In ugust *++*,&urya Tobacco became a subsidiary of ITC 4imited and itsname was changed to Suya Ne$al 0i%a!e Limi!e")&urya epal/.

In


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7a$$es* Au!o'a$# &oo6s* an" Slam &oo6s+ In *++@,the company rolled out FClassma!eF, a range of notebooksin the school stationery segment.

ITC also entered the 4ifestyle "etailing business with the)ills S$o! range of international Euality rela7ed wear formen and women in *+++. The ills 4ifestyle chain of e7clusive stores later e7panded its range to include )illsClassic fomal 7ea )*++*/ and )ills Clu&life e%enin'7ea )*++@/. ITC also initiated a foray into the popularsegment with its menMs wear brand, 3o#n 0layes, in *++*.

In *+++, ITC spun o; its information technology businessinto a wholly owned subsidiary, ITC InfoTec# In"iaLimi!e". Today ITC InfoTech is one of India:s fastestgrowing global IT and IT-enabled services companies andhas established itself as a key player in o;shoreoutsourcing, providing outsourced IT solutions and servicesto leading global customers across key focus verticals -%anufacturing, (1&I )(anking, 1inancial &ervices 0Insurance/, C3G0" )Consumer 3ackaged Goods 0 "etail/,

T'T )Travel, 'ospitality and Transportation/ and %edia 02ntertainment.

ITCMs venture into the 1oods business is an outstandinge7ample of success, by the introduction of FKi!c#ens of In"iaF ready-to-eat Indian gourmet dishes, in ugust *++


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signi9cant si8e with over *++ di;erentiated products undersi7 distinctive brands.

In *++*, ITCMs philosophy of contributing to enhancing thecompetitiveness of the entire value chain found yet anothere7pression in the Safe!y Ma!c#es initiative. ITC nowmarkets popular safety matches brands like iKno*Man'al"ee$* Aim* Aim Me'a and Aim Me!o+

ITCMs venture into the marketing of A'a&a!!is Jincense

s!ic6s> in *++@ marked the e7pression of its partnershipwith the cottage sector. ITCMs popular agarbattis brandsinclude S$i#a and Man'al"ee$ across a range of fragrances like "ose, Lasmine, (ouEuet, &andalwood,%adhur, &ambrani and agchampa.

ITC introduced Essen,a Di )ills, an e7clusive range of 9ne fragrances and bath 0 body care products for men

)Ini,io Homme/ and women )Ini,io 1emme/ under thesignature range in Luly *++>. Continuing with its traditionof bringing world class products to Indian consumers theCompany launched M1iama Di )illsM, a premium range of &hampoos, &hower Gels, and &oaps in &eptember, ctober,and December *++ respectively. The Company alsolaunched the MSu$eiaM range of &oaps and &hampoos inthe mass-market segment at select markets in ctober*++ and Vi%el De )ills 0 Vi%el range of soaps in

1ebruary and Vi%el range of shampoos in Lune *++=.

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o ITC e7pands 3ersonal Care portfolio with #ivel shampoos on Lune*>, *++=

o 1iama Di ills is the associate sponsor of the 4I1 on%arch +@, *++=

o ITC e7pands 3ersonal Care product range on 1ebruary

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Consume -uyin' -e#a%io

The decision processes and acts of 9nal household consumersassociated with evaluating, buying, consuming, anddiscarding products for personal consumption.

Consider the purchase of an automobile. Jou generally will notconsider di;erent options until some event triggers a need,such as a problem needing potentially e7pensive repair. nce

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this need has put you Von the marketW, you begin to ask yourfriends for recommendations regarding dealerships and carmodels. fter visiting several dealerships, you test driveseveral models and 9nally decide on a particular model. fter

picking up your new car, you have doubts on the way home,wondering if you can a;ord the monthly payments, but thenbegin to wonder if instead you should have purchased a moree7pensive but potentially more reliable model. ver the ne7t9ve years, the car has several une7pected breakdowns thatlead you to want to purchase a di;erent brand, but you havebeen very happy with the services of the local dealership anddecide to again purchase your ne7t car there.

In this particular case, the following generic model of

consumer decision-making appears to hold5XXXXXXXXY eed recognition

XXXXXXXXXY Information search

XXXXXXXXXXY 2valuation of alternatives

XXXXXXXXXXY 3urchase decision

XXXXXXXXXXY 3ost purchase behavior

ow consider the purchase of a Euart of orange juice. Joupurchase this product when you do your grocery shoppingonce per week. Jou have a favorite brand of orange juice andusually do your grocery shopping at the same store. henyou buy orange juice, you always go to the same place in thestore to pick it up, and never notice what other brands are onthe shelf or what the prices of other brands are. 'ow is it thatthe generic model above works di;erently in this secondscenarioZ hy does it work di;erentlyZ hy would wegenerally need the ministrations of a sales person in the saleof a car, but we generally do not need the help of a

salesperson in the purchase of orange juiceZ

'ow can the marketer of orange juice get a consumer like youto e7ert more e;ort into information search or to consideralternative productsZ 'ow is it that the marketer of yourbrand got you to ignore alternative competing brandsZ hat

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is the involvement of salespeople in sales promotions thatmight be associated with products such as orange juiceZ

Consumer behavior researchers are not so interested in

studying the validity of the above generic model, but aremore interested in various factors that inNuence how such amodel might work and what are the factors, which inNuencedconsumer-buying behavior.

IN1LUENCES ON THE GENERIC MODEL

• E2!enal

Gou$o 2.g., cultural, family, reference group inNuence

2nvironmental F situational

o 2.g., time of day, temperature and humidity, etc.

• In!enal

o 4ifestyle,

o personality,

o decision-making process

o motivation etc.

GROU0 IN1LUENCES ON CONSUMER -EHAVIOR

Cul!ue

The set of basic values, beliefs, norms, and associatedbehaviors that is learned by the member of society.

ote that culture is something that is learned and that it has arelatively long lasting e;ect on the behaviors of an individual.s an e7ample of cultural inNuences, consider how the

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salesperson in an automobile showroom in the !.&. must reactto di;erent couples that are considering the purchase of a car.In some subculture, the husband will play a dominant role inthe purchase decision in others, the wife will play a more

dominant role.

Social Class

group of individuals with similar social rank, based on suchfactors are occupation, education, and wealth.

Refeence Gou$s

Groups, often temporary, that a;ects a person:s values,attitude, or behaviors.

• 2.g., your behaviors around colleagues at work or friends

at school are probably di;erent from your behaviors

around your parents, no matter your age or stage in the

family cycle.

1amily group of people related by blood, marriage, or other sociallyapproved relationship.

INTERNAL IN1LUENCES ON CONSUMER -EHAVIOR

0esonali!y

person:s distinguishes psychological characteristics thatlead to relatively consistent and lasting responses to stimuli inthe environment.

e are each uniEue as individuals, and we each responddi;erently as consumers. 1or e7ample, some people areVoptimi8ersW who will keep shopping until they are certain thatthey have found the best price for a particular item, while

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other people are Vsatis9ersW who will stop shopping when theybelieve that they have found something that is Vgood enough.

Lifes!yle an" 0syc#o'a$#ics

• 4ifestyle is a pattern of living e7pressed through a

person:s activities, interests, and opinions.

• 3sychographics is a techniEue for measuring personality

and lifestyles to developing lifestyle classi9cations.

Mo!i%a!ion9 mul!i$le mo!i%es

Consumers usually have multiple motives for particularbehaviors. These can be a combination of5

• Manifes!

$nown to the person and freely admitted

• La!en!

!nknown to the person or the person

Involvement has to do with an individual:s

• Intensity of interest in a product and the

• Importance of the product for that person

The purchase of a car is much more risky than the purchase of a Euart of orange juice, and therefore presents a higherinvolvement situation. This modi9es the way that the genericmodel works. s involvement increases, consumers havegreater motivation to comprehend and elaborate oninformation salient to the purchase.

T:0ES O1 CONSUMER 0RO-LEM.SOLVING 0ROCESSES

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Rou!ine $o&lem

• !sed when buying freEuently purchased, low cost items

• !sed when little searchFdecision e;ort is needed

• 2.g., buying a Euart of orange juice once per week

Limi!e" $o&lem sol%in'

• !sed when products are occasionally purchased

• !sed when information is needed about an unfamiliar

product in a familiar product category

E2!en"e" $o&lem sol%in'

• !sed when product is unfamiliar, e7pensive, or

infreEuently purchased

• 2.g., buying a new car once every 9ve years

0OST.0URCHASE CONSUMER -EHAVIOR

Sa!isfac!ion

fter the sale, the buyer will likely feel either satis9ed ordissatis9ed. If the buyer believes that he received more in thee7change than what was paid, he might feel satis9ed. If hebelieves that he received less in the e7change than what was

paid, then he might feel dissatis9ed. Dissatis9ed buyers arenot likely to return as customers and are not likely to sendfriends, relatives, and acEuaintances. They are also morelikely to be unhappy or even abusive when the productreEuires post-sale servicing, as when an automobile needswarranty maintenance.

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The research methodology adopted was Descriptive in nature.Information has been collected from a given sample of population only once.

Sco$e of !#e s!u"y

Aea9 Di;erent areas of 44'(D had been coveredduring the study.

Time9 The study had been done between the second week of Lune and the second week of ugust of *++=.

Me!#o" of "a!a collec!ion

• Euestionnaire 0 interview method was chosen to collectthe primary data

• secondary data was collected from annual report, andcompanies websites

ues!ionnaie9

The Euestionnaire I have used for data collection is consists of

Euestions that are judicious mi7 of dichotomous, close-ended,and open-ended Euestions. s the study was to know thesatisfaction for #ivel soap, since open-ended Euestions werenecessary to get the inner information. &till, i made it assimple as possible.

O&4ec!i%e

To study the consumer satisfaction and their why they prefer

to buy #ivel soap and accordingly prepare the competitiveupdate, i.e. #ivel bathing bar #& other soaps

Sam$lin' Tec#niue9 on probabilistic sampling design wasused. In my research I have used Euota sampling randomlywhereby I divided llahabad region into four 8ones consisting

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small areas and from each area I have assigned the Euota of consumers for di;erent places to get their responses.

Sam$le Desi'n9

Sam$le Si,e9 =B

E2ecu!ion9 I distributed llahabad region into four 8ones. Theconsisted areas of each 8one are listed below. The approachas straight forward in the car parking, I approached thecustomers directly and reEuested them to 9ll theEuestionnaire. I also visited big ba8aar and taken valuableresponses of my Euestionnaire from various buyers of #ivelsoap.

The areas covered by me are5

one =9 %eerapur, ttarsuiya, $alyani devi, %alviya nagar.

one


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Reseac# ues!ions

B-


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B-@. To 9nd the important factors which a customerconsiders while selecting soap.

B-A. To know the loopholes or paucities in the product as

felt by the consumers

B->. To know, what consumers e7pect more from the soapZ

B-?. To 9nd whether the customer is satis9ed with the soap,and reasons for it.

B-. To know that what e7tra features in soap attract more

consumersZ

.

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a> Vaious me"iums of a7aeness fo consume of Vi%elsoa$9

%ediums 3ercentage of consumers

T# dvertisement A=%aga8ines


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&> 0ecen!a'e of %aian!s $efee"5

Ty$es of %aian!s 0ecen!a'e of uses Joung glow *A&atin soft *>&andal sparkle


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c> Reason fo li6in' consume fa%oi!e &an"9

A!!i&u!es 0ecen!a'e of uses1ragrance ='erbal ingredients


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#arious attributes inNuence consumer preference for aproduct, there are many attributes that inNuences the user of #ivel soap for their purchase of it+

"> Consume $efeence of %aious com$e!i!o soa$sa'ains! non a%aila&ili!y of Vi%el &a!#in' &a9

Consume secon"$efeence

0ecen!a'e of uses

Dettol


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seeking other attributes in soap in face of variants, fragrance,and its e;ectiveness.

e> 0ecen!a'e of consume $efeence fo ayu%e"aessence9

o A@ percent of the consumers under my sampling arealways using ayurveda essence

o *@ percent of the consumers under my sapling are usingayurveda essence due to family compulsion

o


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f> -es! in Vi%el acco"in' !o consumes9

Di;erent person has di;erent perception, in case of theirpreference of bathing bar they 9nd #ivel a good Eualityproduct , and as company emphasi8es on the fragrance of thesoap it also e7ists at second position but due to paucity of wide variety of variants essential for massive consumers theirpreference it is not upto remarks. It simply represents thereshould be some more ranges in the product line.

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'> 0ece$!ion a&ou! &o"y o"o $e%en!ion &y !#e soa$

1ragrance of the soap is Euite satisfactory in preventingbody odour and serving its purpose but it was the need of summer to provide strong fragrance soap as mostly allsoaps soft smell, also demand was raised for masculine

lime freshFfragrance soap.

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#> Consume ecommen"a!ion fo Vi%el soa$ !o o!#es9

&ince di;erent consumers have di;erent behavior ornature )i.e. introvert and e7trovert/ based on theirpersonality and traits inNuences their sharing and non-sharing of their preferences. but only satis9ed usersrecommend their preferences to others.

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i> Consume 0ece$!ion A&ou! T#e Colo Of T#e Soa$

%ostly consumers prefer to buy products that are e;ectiveand less prone to side e;ects or harsh color are neglected,therefore this diagram represents the value of color of

soap used by the consumers

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4> 0ecen!a'e of consume $efeence fo $ac6a'in'an" "esi'n of !#e soa$+

?> percent of the consumer is attracted by the packaging andis inNuence by the packaging of the product while @> percentof the consumer thinks that packaging of the soap plays norole in the selection of the product, and is not attractedtowards the packaging of the product.

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6> Income 'ou$ of es$on"en!s in !#e fom of $ecen!a'e of Vi%el consumes9

Income 'ou$ 0ecen!a'e of es$on"en!s

-elo7 BBB @

-e!7een BBB !o =BBB /

-e!7een =BBB !o


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s it was made for middle strata consumers it is satisfactorilyworking accordingly

l> Vi%el %alue fo money9

Res$onse of consumes 0ecen!a'e of es$on"en!s

:es =No =

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Causes of consumers preference of di;erent brands of bathing soaps on unavailability of #ivel

-an"s Reasons of usa'e

Lu2 a> lon' las!in' s7ee! smell

&> Relia&le

1De!!ol a> an!i.alle'ic*

&> Hy'ienic

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0eas a> 'lycein

&> Mois!ui,es !#e s6in

c> -i'#!en !#e s6in !one

Dyna a> cos! e?ec!i%e

&> Lo7e consum$!ion a!e

Lyil a> fa'ance

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s 1%CG major ITC 4td is e7panding its product portfolio in the"s ?,>++ crore Indian toilet soaps industry, Godrej Consumer3roducts and ipro Consumer Care 0 4ighting are bee9ng uptheir operations to persuade consumers. To sustain itsleadership in the over-crowded category, 'industan !nilever

4td )'!4/ is currently chalk ing out a fresh game plan whichincludes product innovation and high-voltage ad campaigns.

ith the changing comple7ion of the industry, major playersare gearing up to gain a competitive edge in this sector,according to industry analysts. Innovation seems to be themain theme of the Indian soap opera this year. Currently, '!4leads the pack with a >@.* O.

ITC, after launching its premium brand 61iama Di ills: soaps

on December **, *++,e7tended its ranges presently in threesegments, namely super premium, premium and massmarkets.

n '!4:s strategy, company working on the e7pansion of thee7isting market and growth within the e7isting market. Theyare investing on their brands by supported by brand activities

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in terms of re-launches and new launches. '!4:s newlaunches include, 4u7 Crystal &hine, 4ifebuoy &kingaurd and(ree8e %orning %uskan.

cross the road, ipro Consumer Care and 4ighting isstrengthening its distribution network to reach out to a widertarget audience. Vur critical priority is to beef up ourdistribution network in rural markets in *++=. Their sharpfocus is on 6high Euality: products.

nother player, Dabur India, is also planning to strengthenand e7pand its presence in this sector. the company isplanning to launch a slew of new products in *++=. V

Innovation seems to be the main theme of the Indian soapindustry in *++=. ith the entry of ITC, the stage is all set fora major tussle between the new entrant and e7isting playersin the "s ?,>++-crore branded toilet soaps sector in India. To9ght competition, major players

'industan !nilever 4td )'!4/,

Godrej Consumer 3roducts 4td )GC34/,

Dabur India and

ipro Consumer Care 0 4ighting

are now drawing up fresh game plans. nd the accent isclearly on innovation to gain mind share as well as marketshare in this overcrowded category.

t the present, '!4 leads the pack with a >@.*O, marketshare and Godrej Consumer Goods is a distant second lead

player with a market share of


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Industry analysts point out that ITC with its distributionstrength will try to grab market share from e7isting players inthis sector. &mall wonder then that major players are alsobee9ng up their distribution network and brand building

e7ercises to retain and persuade consumers.What's going to be Wipro Consumer Care's core strategy togain a competitive edge in the branded toilet soaps sector?ipro has invested heavily in the soap formulation to givecustomers a great bathing e7perience at reasonable pricing.K&antoor is the third largest brand in toilet soap industry andgoing ahead. Company consolidates out position through&antoor and o;ers various forms.K The company has recentlyintroduced &antoor-hite to cater to the lu7ury segment,

Glycerin variant to address e7tra-moisturising needs duringwinters, and &antoor- A> gm )at "s ?/ to address the pricesensitive customer.

s part of its strategy, ipro Consumer Care 0 4ighting isstrengthening its distribution network to reach out to a widertarget audience. KTheir critical priority is to gripe up theirdistribution network in rural markets in *++=. Their sharpfocus is on high Euality products as well. 4ast year, ipro

acEuired !n8a brands, but it is in no hurry to launch it in India.ccording to #.grawal president ipro consumer care, theIndian toilet soap industry is growing at appro7 @-AO involume terms and around


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hile In a Eueer coincidence, the newest star Deepika3adukone, features in di;erent commercials has beenfastened by ITC to promote its 1iama Di ills soap brand.

Interestingly, '!4:s journey in India started with &unlight soapin


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GC34 is going to rely on superior Euality products, companyMsprime focus will be on innovation and meaningful products atthe right price.

ccording to many market analysts, the major growth driverin this sector in the year *++= will be high Euality innovativeproducts that will be launched by the players. KConsumerstoday look for functional bene9ts. nd also assumes the keyrole of retail format in pumping up the volumes.

What are the !ey challenges that the industry will face?

Input costs will be the biggest challenge for companies.Increasing competition will also pose a big challenge for

established players. Increased prices of product are indicatingthe rising input costs.

ITC has already marked a venture into core 1%CG categories-soaps and shampoos. It is e7pected that ITC would eventuallye7pand the basket to include more personal products. ITCMsgood 9nancial backing is e7pected to assist the company incompeting against the might of '!4 and other rivals.

.

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Com$e!i!i%e Lan"sca$e Soa$

Se'men! O%e%ie7 . Soa$

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'!4 is the market leader )over >+O %&/followed by ipro, Dorcas and Godrej

The soap industry is estimated at over "s. ?A++ Cr. It is thelargest personal care category. The industry based on pricebased segmentation can be classi9ed as follows5

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=+ Visi&ili!y9

D& should be trained for the window visibility.

They should know how to place the product in the right

category.

They should visit the outlet according to its route and make

sure the product and the place, both is clean or not.

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4ittle more discounts should be given to shop keepers for

window visibility, since visibility is very essential for sales

promotion especially by consumer awareness, and target

should be reduced in the beginning for window visibility.


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for new product it would be bene9cial to reduce trade margin

so that traders eagerly accept to sell the product to the

ultimate consumers, it will also increase trade awareness

since there is a paucity of trade awareness. e may also

provide better schemes to the traders, like point system on

the purchase of product and provision of rewards on the

annual accumulated points, or by providing Euantity schemes

)percentage refund on the purchase of product on the basis of

the total cost/

@+ Ai" sc#emes9

e can also promote sales by putting the aid and abetment

schemes through which we may help poor children or children

in need by the provision of accumulation of funds that would

be a small part of each purchase.

+ 0o$e sales !ainin' !o incease sales %olume9

&ales training should be given by proper sales trainer or

e7perienced member of sales department who can motivate 0

train the new joiners and the sales representatives. In the

initial stages new representatives should be sent with

e7perienced professionals so that they can learn the best way

to tackle Eueries under di;erent circumstances and also the

perfect marketing ability.

P+ E2!en" %aian!s an" fa'ance in soa$9

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s company has given great emphasis on the fragrance of the

soap, but the male segment according to them is untouched,

mostly males aged *+ -A+ are still seeking masculine

fragrance or lemon Navored soap.

P+ 1ee" &ac6 sys!em9

&ince the soap is new to the market public need a lot of

modi9cation in the soap therefore there should be an

arrangement of proper feed back system to understand

consumers demand and provide that accordingly.

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S)OT ANAL:SIS

STRENGTH

• 3roduct of ell known multi national company.

• ide customers range.

• Competitive products.

• 'igh value of company image.

• Buality appreciation from consumer.

)EAKNESS

• 3aucity of outlet visibility.

• 4ow trade awareness.

• 3aucity Consumer promotions )free sampling/.

• bsence of special schemes.

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• ew to the market.

O00URTUNITIES9

• 1ine Euality of product may increase sales

• Growth stage of the product.

• 3rice compatibility and competitiveness.

• 1aith on company may increase immense sales.

• &egmented product for di;erent consumer types.

THREATS

• Competition.

• !nforeseen future.

• ew product to consumers.

• "eduction in schemes.

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hen I went to the market for sales, people were aware aboutthe brand e7cept few but due to limited number of outlets in

the beginning we found great problems in convincing massivecustomers for buying the new bathing bar. hen I came toknow about the choice and criteria for choosing the soap,while marketing the product, I got known that there are manyfactors which inNuence its preference like fragrance, Euality,lather, durability, and cost and the increment in cost of theproduct just after launching of it has loose impact from theconsumersFcustomers. !ltimately in the period of appro7imately A+ days of selling period it was very tough to

make sales easy.

Though ITC has a good brand image but has a toughcompetition by many other companies which are very wellestablished gradually. nd price e;ectively for cheaper soap isslightly higher for poor or less earning people, since there aremany soaps which is preferred by lower strata is amountsmore and we have no competition for that segment. Thewhole market is not targeted since company has segmented

the product for only three segments higher middle and lowerclass but not concerned for the high population living belowpoverty line or tantamount.

Intermediates and salesmen are doing well by implicatingpush techniEue essential for the sales promotion of newproduct )in comparison to competitors/.mong the 1%CG and32"&4 C"2 products we earn more in 1%CG due to itsdemand so more stress is given on this segment.

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• "esult in these sectors may not be true for the entire

nation.

• Due to paucity of time, the sample si8e taken was small

)+/.

• It was diUcult to trap customers living in di;erent

location of the city.

• The duration of the project was entirely the summer

period. The scorching heat of llahabad and few weeks

due to heavy rainfall was physically demanding and was

workless for me for me.

The people were generally very busy and so, it was really

very diUcult to get time from them to 9ll-up the

Euestionnaires. lso, they were very reluctant to provide

information, which was very necessary for the purpose of

the study.

2very project comes with a new challenge. nd what is a

challenge without diUculties. I also faced many diUculties

while doing the project. nd those situations gave me a

learning, which would help me throughout my life.

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%y summer training in ITC limited at llahabad was a great

learning e7perience. I was given a project on market research

and sales. I learnt how to deal with people, how to convince

them to give time. I had to give the impression that I am

doing a project for academic purpose.

&ince, it was not an aid to the people. Therefore I had to adopt

di;erent techniEues at di;erent places to get positive

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responses. %y strategy making skills was polished in this

manner. %oreover the scorching heat sometimes made it

almost impossible to carry out the 9eldwork. 4atter on i

started looking out for the consumer at the evening, so that I

can easily ask them to 9ll the Euestionnaire. nother thing of

great importance that I learnt during the course of the project

is patience. s a researcher, the company as well as the

respondent was my consumers. I learnt that to deal with

customersFconsumers I need great deal of patience. nd it

helps a lot to have patience while interacting with othersespecially when they refuse to answer.

4ast but not the least, while working in the market I learnt

about the marketing skills and also about marketing techniEue

how to lure consumers and convince them. It was indeed a

great e7perience to learn, how to make customers, and

general schemes for consumer awareness. It was a fabulous

e7perience interacting with all the employees of the company

and members of distribution agency.

&econd month of our training we started with market

research. It was again an ama8ing e7perience for me. I was

aware of convincing a tough task but learning will be the

highest. e got across di;erent types of people )customers/.

&ome people treated me with greetings and at the other hand

few were there who turned me out.

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UESTIONNAIRE 1OR THE CONSUMER ANAL:SIS USING VIVEL SOA0

3lease respond to the entire Euestion for our convenience.

=+ Ho7 "o you come !o 6no7 a&ou! Vi%el &a!#in' soa$Q

a/ dvertisement b/ %aga8inesc/ 1amily and friends d/ others


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a/ lways b/ mostlyd/ ot at anti conditions d/ not long lasting

+ Is Vi%el soa$ 'i$$e" con%enien!ly7ell 7#ile usin'Q

a/ Jes b/ o

+ Does you 7#ole family $efe Vi%elQ

a/ nly adults b/ nly childrenc/ nly young ones d/ all of these

3=B+ Ho7 can you com$ae Vi%el 7i!# !#e cos!lie soa$ you e%e #a%e use"Q

a/ verage b/ betterc/ &imilar d/ assorted di;erentiated

==+ Do you $efe ayu%e"ic essence o #e&al in'e"ien!s in you soa$Q

a/ Jes I always prefer b/ yes my family preferc/ ot always d/ not necessarily

=+++(etween >+++ P ,+++(etween ,+++ P *>,+++%ore than *>,+++

Name [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

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Occu$a!ion [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

A""ess [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[

0#one No+ mo&ile no if any [[[[[[[[[[[[[[[[[[[[[[[[

.9 T#an6s fo you 6in" coo$ea!ion9.

ote5 this Euestionnaire is purposively for the analysis of consumer satisfaction and their perception for #ivel soap.

“nalysis of consumer satisfaction and their perception for#ivel bathing soapsW

at

44'(D

PROJECT REPORT 2008

Su&mi!!e" !o7a"s !#e $a!ial ful;llmen! fo a7a" of "e'ee of

Mas!e Of -usiness A"minis!a!ion JM+-+A+>

Su&mi!!e" &y9

G!"# $!%" &'"%

Roll No+ 9

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DECLARATION

I hereby declare that I have carried out &ummer Training

3roject on the topic entitled “Analysis of consume

sa!isfac!ion an" !#ei $ece$!ion fo Vi%el &a!#in'

soa$s “at llahabad..

I further declare that this project work is based on my original

work and no part of this project has been published or

submitted to anybody.

Gaua% Kuma S#ama

M+-+A /" Semes!e

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-oo6s

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vivel bathing soaps

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