final mr report

MARKETING RESEARCH

PROJECT ON

CONSUMERS’ PERCEPTION ABOUT BATHING SOAPS

NEHA GOSAIN (112E)

RISHABH JAIN (112E)

ANNU YADAV (112E11)

SHUBHKARAN SINGH (112E38)

MOHIT GARG (112E36)

PRANAV SINGH (112E37)

MBA CLASS OF 2014

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA

2013

Submitted to:

Prof. Dr. S. K. Laroiya

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DECLARATION

Title of Project Report: Consumers’ perception about bathing soaps .

We declare -

(a) That the work presented for assessment in this Report is our own, that it has not been previously presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date : ……………

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CERTIFICATE

This i s to hereby certify that Neha gosain, Rishabh jain, Annu yadav, Shubhkaran singh, Mohit garg, Pranav singh , students of Masters of Business Administration at Amity Business School; Amity University Uttar Pradesh have completed the Project Report on “Analyzing the consumer behavior towards bathing soaps ” under my guidance.

Prof. Dr. S. K. Laroiya

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Acknowledgement:

We take this opportunity to express our profound gratitude and deep regards to our guide Professor Dr. S. K. Laroiya for his exemplary guidance, monitoring and constant encouragement throughout the course of this research project. The blessings, help and guidance given by him from time to time shall carry us a long way in the journey of life on which we are about to embark.

And finally, we are thankful to Almighty, our parents and colleagues for their valuable advice and constant encouragement without which this project would not have been possible.

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LETTER OF TRANSMITTAL

Prof. S. K. Laroiya

Marketing Research

March 12th, 2013

SUB -Marketing Research Project on Consumers’ perception about bathing soaps.

Respected Sir,

We have the pleasure of submitting the final Report to examine consumer perception about bathing soap. The Group has studied the ground realities on ways consumers perceive fast food, advertisements and various brands’ popularity. We have also suggested some recommendations to increase sales, advertisement recall and promotional strategy effectiveness.

We thank you for entrusting us with this responsibility.

Yours sincerely,

NEHA GOSAIN (112E)

RISHABH JAIN (112E)

ANNU YADAV (112E11)

SHUBHKARAN SINGH (112E38)

MOHIT GARG (112E36)

PRANAV SINGH (112E37)

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OBJECTIVES OF THE STUDY

To know the customer perception towards the bathing soaps : The study was undertaken to study the customer perception about the bathing soaps, whether or not people are comfortable in buying the costly bathing soaps or not.

To find out the preference of customers in relation to bathing soaps: The study tried to bring out the details about customers soap buying habits. And also difference in buying habits of males and females.

To know the most important factor that a customer thinks of before going to purchase a bathing soap: The study aimed at bringing out the most important factor that is considered by the general people in order to choose a bathing soap . The most important factor can be anything from fragrance ,cost to medical use.

To know the consumption pattern of the customer: The study aimed at deriving inferences about the general consumption pattern of the customer Like what and how much people use in a month in terms of bathing soap .

To find the consumption pattern of the customer of different age groups according to their profession.

To know the role of promotional tools: The study tries to bring out the most effective way through which a bathing soap company can promote itself in order to spread the maximum awareness amongst the customers. The study covers various ways such as newspaper critics, friends, colleagues, etc. It tries to bring out the most effective means of getting heard by the general public.

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Introduction to Research Methodology

Research in common parlance refers to a search for knowledge. It is a scientific and systematic method of searching for pertinent knowledge on a specific subject. It is an art of scientific investigation. It is an academic activity and comprises of the following steps:

• Defining and redefining problems

• Formulating hypothesis or suggested solutions

• Collecting, organizing and evaluating data

• Making deductions and reaching on to conclusions

• Carefully testing the findings and conclusions to determine whether they fit the formulating hypothesis

• Accepting or rejecting the formulated hypothesis based on the conclusions

• Providing a significantly confident solution for the pre-defined problem stated above.

Research is thus an original contribution and an addition to the existing stock of knowledge to ensure its advancement and application to problem solving. There are various methods and ways in which research can be conducted and are referred to as the research methodology. Thus, Research methodology is the process used to collect information and data for the purpose of making business decisions. It may include publication research, interviews, observations, experiments, surveys and other research techniques. It may also include both present and historical information. It is used to give a clear cut idea as to what is being carried out in the research. It starts right from the selection of the topic and extends upto execution and finally recommendations and conclusions from the final research.

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Research Design

A research design is a detailed blue print used to guide a research study towards its objectives. It’s a series of decisions taken together comprising of a master plan or a model for the conduct of a research on consonance with the research objectives. It details the procedures necessary for obtaining the information needed to structure or solve the marketing research problems.

A research design is a master plan which specifies the steps and procedures for collecting and analyzing the needed information. The choice of a research design largely depends on the objectives of the research and how much is known about the problem and these objectives prior to the actual conduct of the research by the researcher. The overall research design for any particular project may include one or more types of research designs as part(s) of it.

Traditionally there are three types of research designs namely exploratory research design, descriptive research designs and causal research designs.

Exploratory Research Design: It is an unstructured and informal research that is undertaken to gain background information about the general nature of the research problem under consideration. It is conducted when the researcher does not have sufficient knowledge about the problem and needs additional, new or recent information. The researcher knows very little about consumer reaction to market stimuli to permit the drawing of a sound hypothesis. This type of research design is very flexible and versatile.

Descriptive Research Design: It is a more structured, pre-planned and formal research in which information is clearly defined and there is prior formulation of specific hypothesis. It is undertaken to provide answers to questions of who, what, where, when and how but not why and these studies collect data for a definite purpose. It does not show a direct cause and effect between the variables under study. It can be of two types: cross sectional studies, which measure a unit from the sample at only one point in time (e.g. Sample surveys), and, longitudinal studies, which repeatedly draw sample units of a population over time.

Causal Research Design: This type of research design is most appropriate when it is necessary to show that one variable causes or determines the values of the other variables. It includes understanding a problem in terms of conditional statements of the form “If X, then Y.”

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The research design adopted in this market research project is a descriptive research design.

Descriptive research was adopted to describe the characteristic like attitude, perception, and consumption pattern. Other issues that were studied under the descriptive research design included determining the most effective means of promotion or advertising, and also the effect of age and feature of product on the general behavior. Also how the consumption pattern changes as the consumer profile (here, age) changes.

Under the descriptive study, out of cross-sectional design and longitudinal design, in the study the former one has been employed. And also to diversify more under cross-sectional design, in the study single cross-sectional design has been used. The defining feature of a cross-sectional study is that it can compare different population groups at a single point in time. Think of it in terms of taking a snapshot. Findings are drawn from whatever fits into the frame. The benefit of a cross-sectional study design is that it allows researchers to compare many different variables at the same time. We could, for example, look at age, gender, and with little or no additional cost. One of the types of cross-sectional designs in which only one sample of respondents is drawn from the target population, and information is obtained from this sample once. These designs are also called sample survey research designs.

Research instruments

This is one of the most important step in the market research project because it determines the most efficacious way to collect information that is anticipated to provide answers to the research questions it involves determining how are we going to collect our data whether the instrument we are using satisfies all our research objective. We must also keep in mind that the information given by our respondents should be kept private and confidential

At first a marketer needs to know that what type of research instrument exist in the market. The various instruments namely are:-

1. Questionnaires or Surveys – Structured or unstructured

2. Psychological tools – Laddering questions techniques, In-depth interviews,

3. Qualitative measurements

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4. Mechanical devices – Auto traffic machines, scanners, people meter, pupil meter, Psych galvanometer, voice pitch analyzer

Therefore after analyzing each one of the above research instrument We have used Questioner as our research instrument as it covers all the main functions of our research. It also translates our research objective quite effectively and helps to speed up the process of data analysis.

Sample scheme

As it is not feasible to collect data from all the whole population we take a sample from it. This sample is a representative of the whole population

• Target population- The target population must be defined keeping in mind the research objective and also the product on which the research is done. In this project our target population is the youth of India, in the age group of 16-38 years.

Sampling frame

Once the target population is defined then researcher has to begin searching for a suitable list to serve as the sampling frame. It’s a list of population members used to obtain a sample. The sampling frame which we used in this marketing research project are-

1. Students in Amity University

2. Respondents in housing society

3. Respondents as employees of bank and school

4. List of our Relatives and friend

Sample selection method

In this project we have used Probability sampling which basically says that there is a equal probability assigned to each member of our target population further breaking down probability sampling in to Simple random sampling which means that each member of the population has an identical chance of being selected into the sample

Also we have used Non- Probability sampling and in this we have gone through convenience sampling wherein we selected our friends, relatives, and classmates etc. to be a part of the questionnaire survey.

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Sample size

It refers to the number of elements of the population which are selected in the sample drawn from it. In our research we have taken a sample size of 363 respondents who were interviewed in person.

Sample coverage

We have chosen the target population of delhi/ ncr to be a part of our sample.

Data collection method

We have used survey method as it is the most efficient and economical way to collect data. There are different type of survey method among which we have selected the following

1. Person Administered surveys: In this, an interviewer reads questions to the respondent and records his or her answers. It helps us in providing the feedback from the respondents thus developing a rapport with them. It also helps in quality control and offers more adaptability or flexibility.

2. Telephone Administered surveys: It includes telephonic interviews, systematic random digit dialing and random digit dialing

3. Self-Administered Surveys: In this, the respondent completes the survey on his or her own. It helps in reducing the cost and there is no interviewer. This can be further done in the following ways.

4. Drop-Off Survey: The questionnaires are left with the respondents to be filled out. The administrator may return later to pick up the completed questionnaire or it may be mailed in.

5. Computer assisted online survey: In this, the computer technology plays an essential role in the interview work. Either the computer assists in the interview or interacts directly with the respondent. It is fast, conducts error free interview, uses picture, videos and graphics and provides real time capture of data. In computer assisted we have used Internet Survey, in this case, the computer acts a medium through which the potential respondents are approached and by which respondents also return their questionnaires. The questioners are made in Google docs and are thus transferred via internet to various respondents via Facebook and other social network websites.

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Software used

Software is any set of machine readable instructions mostly in the form of a computer program that directs a computer’s processor to perform specific operations. The software used in this research is IBM SPSS Statistics v19. It is a software package used for statistical data analysis. (SPSS: Statistical Package for the Social Sciences)

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Data analysis

What brand of bathing soap do you use presently?

☐ LUX

☐ DOVE

☐ CINTHOL

☐ LIRIL

☐OTHERS:-

OBJECTIVE: To know preference of customer in brands.

INFERENCE: 32.8% people use dove followed by lux with 21.5% usage.

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Brand of soap you presently use?

Frequency Percent Valid Percent Cumulative Percent

Valid

LUX 78 21.5 21.5 21.5

DOVE 119 32.8 32.8 54.3

CINTHOL 50 13.8 13.8 68.0

LIRIL 34 9.4 9.4 77.4

LIFEBUOY 17 4.7 4.7 82.1

OTHERS 65 17.9 17.9 100.0

Total 363 100.0 100.0

2. How many bath soaps do you personally require every month?

☐ 1

☐ 2

☐ 3

☐ 4

Number of soaps you personally require in a month


Valid

1 67 18.5 18.5 18.5

2 147 40.5 40.5 59.0

3 115 31.7 31.7 90.6

4 34 9.4 9.4 100.0

Total 363 100.0 100.0

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OBJECTIVE: To know the usage amount of customer in a month INFERENCE: 40.5% people use 2 soaps followed by 3 with 31.7 % usage.

3. How did you get to know about this brand?

☐Friends/Neighbors

☐TV

☐Newspapers

☐Any other source (Please Specify) -

How did you get to know about the brand?


Valid Friends/Neighbours 76 20.9 20.9 20.9

TV 197 54.3 54.3 75.2

Newspaper 52 14.3 14.3 89.5

Otherr Source 38 10.5 10.5 100.0

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Total 363 100.0 100.0

OBJECTIVE: To know the best way of advertisement for soaps .

INFERENCE: 54.4% of users use soap after getting influenced by the TV commercial.

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4. Why have you chosen/selected this specific brand?

☐Cost

☐Foamy

☐Fragrance

☐Color/Transparent

☐Glycerin Content

☐Medicinal

☐Any other

Why have you chosen this soap?


Valid

Cost 37 10.2 10.2 10.2

Foamy 64 17.6 17.6 27.8

Fragrance 128 35.3 35.3 63.1

Colour/Transparent 27 7.4 7.4 70.5

Glycerine Content 55 15.2 15.2 85.7

Medical 41 11.3 11.3 97.0

Any Other 11 3.0 3.0 100.0

Total 363 100.0 100.0

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OBJECTIVE: To know the attribute on which selection of soap is done .

INFERENCE: 35.3 % users select the brand on the basis of fragrance.

5. Rank the following features according to the importance, 1 being the most important feature and 9 being the least important.

Cost

Availability

Usage Rate

Fragrance

Lather

Color/Transparency

Moisturizer

Deodorizer

Medicinal Use

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Rank the features according to importance (Cost)


Valid

1 69 19.0 19.0 19.0

2 43 11.8 11.8 30.9

3 38 10.5 10.5 41.3

4 25 6.9 6.9 48.2

5 34 9.4 9.4 57.6

6 39 10.7 10.7 68.3

7 30 8.3 8.3 76.6

8 30 8.3 8.3 84.8

9 55 15.2 15.2 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Availability)


Valid

1 31 8.5 8.5 8.5

2 47 12.9 12.9 21.5

3 53 14.6 14.6 36.1

4 49 13.5 13.5 49.6

5 38 10.5 10.5 60.1

6 45 12.4 12.4 72.5

7 47 12.9 12.9 85.4

8 36 9.9 9.9 95.3

9 17 4.7 4.7 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Usage Rate)


Valid

1 32 8.8 8.8 8.8

2 42 11.6 11.6 20.4

3 43 11.8 11.8 32.2

4 44 12.1 12.1 44.4

5 48 13.2 13.2 57.6

6 35 9.6 9.6 67.2

7 55 15.2 15.2 82.4

8 42 11.6 11.6 93.9

9 22 6.1 6.1 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Fragrance)


Valid

1 67 18.5 18.5 18.5

2 45 12.4 12.4 30.9

3 59 16.3 16.3 47.1

4 57 15.7 15.7 62.8

5 42 11.6 11.6 74.4

6 40 11.0 11.0 85.4

7 12 3.3 3.3 88.7

8 22 6.1 6.1 94.8

9 19 5.2 5.2 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Lather)


Valid

1 22 6.1 6.1 6.1

2 41 11.3 11.3 17.4

3 47 12.9 12.9 30.3

4 53 14.6 14.6 44.9

5 58 16.0 16.0 60.9

6 41 11.3 11.3 72.2

7 37 10.2 10.2 82.4

8 25 6.9 6.9 89.3

9 39 10.7 10.7 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Colour/Transperancy)


Valid

1 15 4.1 4.1 4.1

2 31 8.5 8.5 12.7

3 27 7.4 7.4 20.1

4 41 11.3 11.3 31.4

5 30 8.3 8.3 39.7

6 56 15.4 15.4 55.1

7 54 14.9 14.9 70.0

8 60 16.5 16.5 86.5

9 49 13.5 13.5 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Moisturizer)


Valid

1 64 17.6 17.6 17.6

2 41 11.3 11.3 28.9

3 34 9.4 9.4 38.3

4 42 11.6 11.6 49.9

5 40 11.0 11.0 60.9

6 32 8.8 8.8 69.7

7 56 15.4 15.4 85.1

8 35 9.6 9.6 94.8

9 19 5.2 5.2 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Deoderizer)


Valid

1 33 9.1 9.1 9.1

2 46 12.7 12.7 21.8

3 32 8.8 8.8 30.6

4 33 9.1 9.1 39.7

5 40 11.0 11.0 50.7

6 42 11.6 11.6 62.3

7 40 11.0 11.0 73.3

8 72 19.8 19.8 93.1

9 25 6.9 6.9 100.0

Total 363 100.0 100.0

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Rank the features according to importance (Medical Use)


Valid

1 59 16.3 16.3 16.3

2 22 6.1 6.1 22.3

3 24 6.6 6.6 28.9

4 20 5.5 5.5 34.4

5 33 9.1 9.1 43.5

6 34 9.4 9.4 52.9

7 32 8.8 8.8 61.7

8 31 8.5 8.5 70.2

9 108 29.8 29.8 100.0

Total 363 100.0 100.0

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6. What is your opinion about the soap on the following factors?

(Please mark 1=Excellent,2=Very Good, 3=Good, 4=Average and 5=Poor for each feature.)

Grade Excellent Very Good Good Average Poor

CostUsage rateAvailabilityFragranceFoamyThick LatherMoisturizer

DeodorizerMedicinal benefits

Descriptive Statistics

N Mean

Your opinion about the soap on the basis of Cost

363 2.20

Your opinion about the soap on the basis of Usage Rate

363 2.29

Your opinion about the soap on the basis of Availability

363 2.04

Your opinion about the soap on the basis of Fragrance

363 2.07

Your opinion about the soap on the basis of Foamy

363 2.33

Your opinion about the soap on the basis of Thick Lather

363 2.52

Your opinion about the soap on the basis of Moisturizer

363 2.26

Your opinion about the soap on the basis of Deoderizer

363 2.30

Your opinion about the soap on the basis of Medical Benefits

363 2.74

Valid N (listwise) 363

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OBJECTIVE: To know about the compatibility of soap .

INFERENCE: mixed response.

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7. What is the average price you have paid in recent months for soap?

☐ 10 - 20

☐ 20-30

☐ 30 - 50

☐ 50 and above

Average price you have paid in recent times


Valid

10-20 15 4.1 4.1 4.1

20-30 79 21.8 21.8 25.9

30-40 101 27.8 27.8 53.7

40-50 66 18.2 18.2 71.9

50 and above 102 28.1 28.1 100.0

Total 363 100.0 100.0

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OBJECTIVE: To know the average expenditure of customer on soaps in a month .

INFERENCE: 50- above is found to be the average expenditure.

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8. Is the brand economical to use?

☐ YES

☐ NO

Is this brand economical to use?


Valid

Yes 307 84.6 84.6 84.6

No 56 15.4 15.4 100.0

Total 363 100.0 100.0

OBJECTIVE: To know whether the customer is economically satisfied with the brand or not .

INFERENCE: customer is highly satisfied with the brand they are using.

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9.Will you recommend others to use the same brand?

☐ YES

☐ NO

Will you recommend others to use this brand?


Valid

Yes 325 89.5 89.5 89.5

No 38 10.5 10.5 100.0

Total 363 100.0 100.0

OBJECTIVE: To know whether they are going to recommend this brand to others or not .

INFERENCE: a major portion said yes they will recommend the brand.

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10. What is your age?

☐Below 20

☐20 - 29

☐30 - 39

☐40 - 49

☐ 50 - 59

☐ Above 60

Age Group


Valid

Below 20 14 3.9 3.9 3.9

20-29 246 67.8 67.8 71.6

30-39 59 16.3 16.3 87.9

40-49 32 8.8 8.8 96.7

50-59 8 2.2 2.2 98.9

above 60 4 1.1 1.1 100.0

Total 363 100.0 100.0

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OBJECTIVE: To know about the age group that use maximum soap.

INFERENCE: 20-29 is the major part of the total sample.

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CROSS TABULATION

Brand of soap you presently use? * Age Group Crosstabulation

Count

Age Group

TotalBelow 20 20-29 30-39 40-49 50-59 above 60


LUX 5 42 13 14 2 2 78

DOVE 5 85 18 6 4 1 119

CINTHOL 3 35 9 2 0 1 50

LIRIL 0 23 8 2 1 0 34

LIFEBUOY 0 12 3 2 0 0 17

OTHERS 1 49 8 6 1 0 65

Total 14 246 59 32 8 4 363

BRAND OF SOAP AND THE GENDER

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Brand of soap you presently use? * Gender Crosstabulation

Count

Gender

TotalMale Female


LUX 46 32 78

DOVE 49 70 119

CINTHOL 40 10 50

LIRIL 23 11 34

LIFEBUOY 13 4 17

OTHERS 35 30 65

Total 206 157 363

AGE GROUP AND THE AVERAGE PRICE PAID

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Age Group * Average price you have paid in recent times Crosstabulation

Count


Total10-20 20-30 30-40 40-50 50 and above

Age Group Below 20 1 2 5 1 5 14

20-29 5 57 62 45 77 246

30-39 3 11 25 9 11 59

40-49 4 6 7 9 6 32

50-59 1 2 1 1 3 8

above 60 1 1 1 1 0 4

Total 15 79 101 66 102 363

BRAND OF SOAP AND EDUCATIONAL QUALIFICATION

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Brand of soap you presently use? * Educational Qualification Crosstabulation

Count

Educational Qualification

Total10th 12th Graduate Post-Graduate Other


LUX 4 9 29 36 0 78

DOVE 2 4 51 62 0 119

CINTHOL 0 2 30 16 2 50

LIRIL 0 0 20 14 0 34

LIFEBUOY 2 2 8 5 0 17

OTHERS 1 4 26 33 1 65

Total 9 21 164 166 3 363

BRAND OF SOAP AND THE PROFESSION

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Brand of soap you presently use? * Profession Crosstabulation

Count

Profession

TotalGovernment Employee

Private Sector

Self-Employeed BusinessmanStudent

Any Other


LUX 1 21 8 4 36 8 78

DOVE 3 39 6 3 63 5 119

CINTHOL 0 10 5 1 30 4 50

LIRIL 1 11 6 3 13 0 34

LIFEBUOY1 5 1 1 8 1 17

OTHERS 1 19 4 1 37 3 65

Total 7 105 30 13 187 21 363

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BRAND OF SOAP AND THE FEATURES ON WHICH BRAND IS CHOOSED

Brand of soap you presently use? * Why have you chosen this soap? Crosstabulation

Count

Why have you chosen this soap?

TotalCost Foamy FragranceColour/TransparentGlycerine Content Medical

Any Other


LUX 14 15 38 2 3 6 0 78

DOVE 4 33 31 11 33 4 3 119

CINTHOL 9 5 25 5 3 3 0 50

LIRIL 3 6 13 5 4 3 0 34

LIFEBUOY3 0 3 1 0 8 2 17

OTHERS 4 5 18 3 12 17 6 65

Total 37 64 128 27 55 41 11 363

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BRAND OF SOAP AND THE AWARENESS

Brand of soap you presently use? * How did you get to know about the brand? Crosstabulation

Count

How did you get to know about the brand?

TotalFriends/Neighbours TV Newspaper Otherr Source


LUX 18 46 10 4 78

DOVE 16 79 17 7 119

CINTHOL 11 24 10 5 50

LIRIL 8 18 7 1 34

LIFEBUOY 1 8 2 6 17

OTHERS 22 22 6 15 65

Total 76 197 52 38 363

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AVERAGE PRICE PAID AND THE ECONOMICAL SATISFACTION

Average price you have paid in recent times * Is this brand economical to use? Crosstabulation

Count


TotalYes No


10-20 15 0 15

20-30 73 6 79

30-40 83 18 101

40-50 60 6 66

50 and above 76 26 102

Total 307 56 363

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BRAND OF SOAP , AVERAGE PRICE PAID AND THE ECONOMICAL SATISFACTION

Brand of soap you presently use? * Is this brand economical to use? * Average price you have paid in recent times Crosstabulation

Count



TotalYes No

10-20 Brand of soap you presently use?

LUX 4 4

LIRIL 2 2

LIFEBUOY 1 1

OTHERS 8 8

Total 15 15


LUX 26 3 29

DOVE 10 1 11

CINTHOL 20 0 20

LIRIL 6 2 8

LIFEBUOY 5 0 5

OTHERS 6 0 6

Total 73 6 79


LUX 16 7 23

DOVE 30 5 35

CINTHOL 11 4 15

LIRIL 12 1 13

LIFEBUOY 2 0 2

OTHERS 12 1 13

Total 83 18 101


LUX 12 0 12

DOVE 20 4 24

CINTHOL 10 0 10

LIRIL 6 1 7

LIFEBUOY 3 0 3

OTHERS 9 1 10

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Total 60 6 66

50 and above Brand of soap you presently use?

LUX 9 1 10

DOVE 35 14 49

CINTHOL 5 0 5

LIRIL 3 1 4

LIFEBUOY 4 2 6

OTHERS 20 8 28

Total 76 26 102

Total Brand of soap you presently use?

LUX 67 11 78

DOVE 95 24 119

CINTHOL 46 4 50

LIRIL 29 5 34

LIFEBUOY 15 2 17

OTHERS 55 10 65

Total 307 56 363

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CHI SQUARE TEST

This method can be used for test of independence. It tells us that whether the obtained data is independent or dependent.

We conducted this test on combination of questions to check whether what has been asked by the respondents is independent of each other not.

Brand and age of customer.

Null Hypothesis: use of soap and age of customer are independent of each other.

Alternate Hypothesis: use of soap and age of customer are not independent of each other.

Brand of soap you presently use? * Age Group Cross tabulation

Count

Age Group Total

Below 20 20-29 30-39 40-49 50-59 above 60


LUX 5 42 13 14 2 2 78

DOVE 5 85 18 6 4 1 119

CINTHOL 3 35 9 2 0 1 50

LIRIL 0 23 8 2 1 0 34

LIFEBUOY 0 12 3 2 0 0 17

OTHERS 1 49 8 6 1 0 65

Total 14 246 59 32 8 4 363

Chi-Square Tests

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Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 26.671a 25 .373

Likelihood Ratio 29.843 25 .230

Linear-by-Linear Association 1.981 1 .159

N of Valid Cases 363

a. 22 cells (61.1%) have expected count less than 5. The minimum expected count is .19.

From the table above age group of 20-29 is the prominent user of soaps and they prefer dove the most.

In this test we are testing whether the age and the brand used is independent of each other or not. Since it is a two tailed test and the value of p is .373 which is greater than the standard value of .025, hence we will reject the alternate hypothesis in favour of null hypothesis i.e. the age and brand used is independent of each other.


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Null Hypothesis: choice of brand and advertisement are independent of each other.

Alternate Hypothesis: choice of brand and advertisement are not independent of each other.

Brand of soap you presently use? * How did you get to know about the brand? Crosstabulation

Count

How did you get to know about the brand? Total

Friends/Neighbours

TV Newspaper Otherr Source


LUX 18 46 10 4 78

DOVE 16 79 17 7 119

CINTHOL 11 24 10 5 50

LIRIL 8 18 7 1 34

LIFEBUOY 1 8 2 6 17

OTHERS 22 22 6 15 65

Total 76 197 52 38 363

Chi-Square Tests






a. 5 cells (20.8%) have expected count less than 5. The minimum expected count is 1.78.

From the table above it is proved that TV commercials plays a very important role in choice of brand.

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In this test we are testing whether the advertisement and the brand used is independent of each other or not. Since it is a two tailed test and the value of p is .000 which is smaller than the standard value of .025, hence we will reject the null hypothesis in favour of alternate hypothesis i.e. choice of brand and advertisement are not independent of each other.


Null Hypothesis: choice of soap is independent of features of soap.

Alternate

Hypothesis: choice of brand is dependent on the features of the soap.

Brand of soap you presently use? * Why have you chosen this soap? Crosstabulation

Count

Why have you chosen this soap? Total

Cost Foamy Fragrance Colour/Transparent Glycerine Content

Medical Any Other


LUX 14 15 38 2 3 6 0 78

DOVE 4 33 31 11 33 4 3 119

CINTHOL 9 5 25 5 3 3 0 50

LIRIL 3 6 13 5 4 3 0 34

LIFEBUOY 3 0 3 1 0 8 2 17

OTHERS 4 5 18 3 12 17 6 65

Total 37 64 128 27 55 41 11 363

Chi-Square Tests






a. 16 cells (38.1%) have expected count less than 5. The minimum expected count is .52.

From the table above it is proved that features of soap plays a very important role in choice of brand.

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In this test we are testing whether the choice of brand and the features are independent of each other or not. Since it is a two tailed test and the value of p is .000 which is smaller than the standard value of .025, hence we will reject the null hypothesis in favour of alternate hypothesis i.e. choice of brand is dependent on the features of the soap.

Independent Sample T test

Null Hypothesis: There is no difference in the mean of males and females that they buy a soap on the basis of same features.

Alternate Hypothesis: There is a difference in the mean of males and females that they buy a soap on the basis of same features.

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

Your opinion about the soap on the basis of Cost

Male 206 2.08 .999 .070

Female 157 2.35 1.018 .081

Your opinion about the soap on the basis of Usage Rate

Male 206 2.30 .847 .059

Female 157 2.29 .777 .062

Your opinion about the soap on the basis of Availability

Male 206 2.05 .854 .060

Female 157 2.02 .843 .067

Your opinion about the soap on the basis of Fragrance

Male 206 2.10 .937 .065

Female 157 2.04 .919 .073

Your opinion about the soap on the basis of Foamy

Male 206 2.29 1.008 .070

Female 157 2.38 1.047 .084

Your opinion about the soap on the basis of Thick Lather

Male 206 2.48 1.044 .073

Female 157 2.57 1.057 .084

Your opinion about the soap on the basis of Moisturizer

Male 206 2.35 .995 .069

Female 157 2.13 1.153 .092

Your opinion about the soap on the basis of Deoderizer

Male 206 2.28 1.021 .071

Female 157 2.32 .982 .078

Your opinion about the soap on the basis of Medical Benefits

Male 206 2.77 1.319 .092

Female 157 2.70 1.174 .094

Conclusions and Findings :

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Dove is the most favorite brand.

Many people tend to use 2 soaps in a month.

Most people spend an expenditure of 50-above Rs. while buying soaps.

Cost and fragrance are the two most important attributes.

Medical benefits of soap came into limelight.

TV commercials plays a important role in increasing the awareness about the brands.

People are highly satisfied with the brands they are using and are ready to recommend the same.

Buying behavior of male and female is different.

Buying behavior of students and working people is different.

Age group of 20-29 is the major user of soaps.

Feature does affect the buying behavior.

Advertisement affect the buying behavior.

Use of soaps and the age group are not interrelated.

Appendix (Attached Questionnaire ):

We request you to attempt all the questions so as to help us arrive at authentic results. The

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data collected here in will be purely used for academic purpose.

Your cooperation will be highly appreciated.

QUESTIONNA IRE

Please express your frank opinion on all the following questions concerning your preference of brand in Bathing Soap by checking the most appropriate alternative(s) and others as well.

1. What brand of bathing soap do you use presently?☐ LUX☐ DOVE☐ CINTHOL☐ LIRIL☐OTHERS:-

2. Is the soap an imported brand?☐ YES☐ NO

3. How many bath soaps do you personally require every month?☐ 1☐ 2☐ 3☐ 4

4. How many bath soaps do you buy for your household every month?☐ 1 ☐2☐3☐> 3

5. Do you change from one brand of soap to another? (If no, redirect to question no. 7)☐ YES☐ NO

6. How often did you change brands in the last 6 months?☐ Once☐ Twice☐ Many Times

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7. How long you have been using this specific/particular brand?☐ Since last 1 month☐ Since last 6 months☐ Since last 1 years☐ Since last 2 years☐ Over 2 years

8. How did you get to know about this brand?☐Friends/Neighbors☐TV☐Newspapers☐Any other source (Please Specify) -

9. Why have you chosen/selected this specific brand?☐Cost☐Foamy☐Fragrance☐Color/Transparent☐Glycerin Content☐Medicinal☐Any other

10.Rank the following features according to the importance, 1 being the most important feature and 9 being the least important.

a. Cost b. Availability c. Usage Rate d. Fragrance e. Lather f. Color/Transparency g. Moisturizer h. Deodorizer i. Medicinal Use

11. What is your opinion about the soap on the following factors?(Please mark 1=Excellent,2=Very Good, 3=Good, 4=Average and 5=Poor for each feature.)

GradeFeatures

Excellent

(1)

Very Good

(2)

Good(3)

Average

(4)

Poor(5)

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CostUsage rateAvailabilityFragranceFoamyThick LatherMoisturizerDeodorizerMedicinal benefits

12.What is the average price you have paid in recent months for soap?☐ 10 - 20☐ 20-30☐ 30 - 50☐ 50 and above

13.Is the brand economical to use?☐ YES☐ NO

14.Will you recommend others to use the same brand?☐ YES☐ NO

Please answer the following informational questions concerning yourself and your profession.

15.What is your name?

16.What is your gender?☐ MALE☐ FEMALE

17.What is your age?☐Below 20☐20 - 29☐30 - 39☐40 - 49☐ 50 - 59☐ Above 60

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18.How many members are there in your family?☐2 - 3☐4 - 5☐6 - 7 ☐Above 7

19.What is your educational qualification?☐10th☐12th☐Graduate☐Post-Graduate☐ Other

20.What is your profession?☐Government Employee☐Private Sector☐Self-employed☐Businessman☐ Student☐ Other

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final mr report

Documents

tv commercials

cinthol liril

minimum expected

exploratory

descriptive

marketing

market research

average price