The Client brief descriptionPersil is a brand of laundry detergent made by Henkel; but which is now also licensed for manufacture, distribution, and marketing in several countries by Unilever. Henkel and Unilever both manufacture their own formulations. Introduced in 1907, Persil is notable because it was the first commercially available "self-activated" laundry detergent.Henkel was founded in the year 1876. The company has approximately 50,000 employees in all over the world, and is considered to be one of the most well positioned German company at international level. Consumers from all over the world have confidence in brands and technologies Henkel.Henkel is organized into three divisions that operate at the global level: "Detergents and products to care for your home", "cosmetic products/toilet", "adhesives technologies".Henkel Romania was founded in 1994 as a branch of the company Henkel Austria (which became in 1998 Henkel Central Eastern Europe). The company currently has 500 employees, and its portfolio includes more than 30 brands, thousands of products, from cosmetics, detergents, adhesives both commercial and professional. Since its establishment in Romania, Henkel launched successfully on the Romanian market a substantial number of international brands in the portfolio Henkel: Detergents - Persil, PUR, Rex, Perwoll, Silan, Clin, Bref; Cosmetics - Fa, Palette, Taft, gliss, Schauma, Brillance, Syoss; Adhesives - Thomsit, , Super Attak, Loctite and Teroson.In 2009, the company Henkel Romania had a turnover of about 571 Million lei (approx. 135 million). The companys growth strategy is based on innovation and customer satisfaction.Symptoms: A decrease in sales of Persil detergents. A decrease of the market share. A decrease in the demand for Persil detergents.Causes:1. Weak positioning in consumer preferences.2. Competition: Ariel3. Advertising 4. Promotional campaignsThe company wants to carry out a market research to identify the reasons for the decrease in sales. Therefore, the managerial problem is constituted by the decrease in sales of Persil detergents. The customer wishes to research in order to determine what stimulates purchases and what are consumers preferences regarding detergents.Having regard to this dilemma of the manager, the research team has examined all the variables of the problem and has decided to start a market research, in Iasi city. This is why it has been established that the problem of research to be formulated as follows: To learn about consumer preferences of detergents in Iasi city.The purpose of research is to find solutions to achieve an increase of their sales type of detergent Ariel.Objectives:1. Identify brands of detergents purchased;2. Knowledge of frequency of purchase;3. Identify the type of detergent according to the figure indicated;4. Knowledge of revenue target population.After the problem occurred decisional and have been established research objectives, it is time to describe methods and tools of research.Research designQualitative and Quantitative research The interview and the questionnaireAn interview involves collection of data and information directly from the person using as a tool for investigation and harvesting of information the questionnaire. I have chosen Personal interviews direct or face-to-face because of a number of advantages useful for the research: provides feed-back, i.e. the conviction subjects to participate in an interview and to give answers to questions which, otherwise, would remain unanswered; Provides the ability to obtain more precise answers to complex questions. Ensures a relatively high rate of participation for the subjects in conducting the investigation which is between 50% and 60 %.PopulationTotal population in Iasi city is 305,978 people, of whom 160,901 are men and 145,077 are women.Population concerned: people of the city Iasi, from different areas (Copou, Podu-Ros, However, CUG II).The target population is female and male, aged 18-70 years, residence in Iasi city, which uses laundry detergent for cleaning textile articles at home.Research is through surveys carried out in the street or in commercial premises. The sample for application of questionnaires will be built from 200 people randomly picked 50 questionnaires for each operator. The sample for application of interviews will be built from 15 people.

The variables of the research: The quality of the detergent: reasons of purchase: the causes of purchase a product (price, promotional activity, trust) the frequency of purchase: the number of purchases made by consumers in a given period of time the ratio quality/price: the level of satisfaction of consumers from the point of view of value-for-money the price: the sum of money which the consumer is willing to pay for the purchase of product Age: the age of consumersData analysisOnce the data collection is complete, will be analyzed using SPSS.Research reportFollowing the analysis stage, a report and a PowerPoint presentation will be created. A formal presentation of all findings and conclusions will be given. A final copy of the report summarizing the findings of all phases of the research will then be submitted in the form of hard bind report as well as electronically through the mail.

TimelineNo.ActivityWeek

1.Finalize Objectives1

2.Develop Questionnaire1

3.Pilot Test And Revise Questionnaire2

4.Develop interview methodology and questions2

5.Apply the questionnaires and interviews3, 4

6.Coding And Data Preparation5

7.Analysis Of Data5

8.Report And Presentation Preparation6

9.Presentation And Final Report6

The timetable shown above is the working schedule carrying out our research.

Budget1.Human resources expensesRON

Salary - Interviewers1,000

Salary Research analyst850

Salary Data analyst600

Salary - Coordinator500

Total2,950

2.Materials - expenses

Pens35

Paper40

Cartridges60

Total135

3.Transportation and other expenses

Bus tickets55

Gasoline200

Telephone bill175

Total430

TOTAL EXPENSES3,515