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Page 1: Axe Mkt Research
Page 2: 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.

Page 3: Axe Mkt Research

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

Page 4: Axe Mkt Research

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

Page 5: Axe Mkt Research

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

Page 6: Axe Mkt Research

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

Page 7: Axe Mkt Research

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

Page 8: Axe Mkt Research

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.

Page 9: Axe Mkt Research

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)

Page 10: Axe Mkt Research

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

Page 11: Axe Mkt Research

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

Page 12: Axe Mkt Research

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.

Page 13: Axe Mkt Research

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

Page 14: Axe Mkt Research

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  

Page 15: Axe Mkt Research
Page 16: Axe Mkt Research

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

Page 17: Axe Mkt Research

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.

Page 18: Axe Mkt Research

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.

Page 19: Axe Mkt Research

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.

Page 20: Axe Mkt Research

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.

Page 21: Axe Mkt Research

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  

Page 22: Axe Mkt Research