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Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
Detergent_Market Research Term Project
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Detergent_Market Research Term Project

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  • 1. MR TERM PROJECT DETERGENT By: Anasua Banerjee Harshita Kheria Lakshman Singh Sahil Jain Sreetama Dutta 8/8/20131
  • 2. BACKGROUND & OBJECTIVE o To understand the real environment of the market in which the research is conducted(Praxis Business School) o To know the buying behavior and preference of detergent  Marketing • To find the customer preference in the forms of detergents • To find the customer frequency of use of detergents • To find the brand loyalty of the customers • To find the qualities they look for while buying a detergent • To find the awareness of advertisements among consumers 8/8/20132
  • 3. RESEARCH DESIGN  Type of Research – Quantitative  Method of survey – Computer Assisted Personal Interviewing  Total Population Size: 95 8/8/20133 Row Labels F M Grand Total BA 1 4 5 PGP1 14 30 44 PGP2 9 37 46 Grand Total 24 71 95
  • 4. RESEARCH DESIGN… 8/8/20134  Sampling  Used stratified sampling  1st segregated Male/Female to study and analyze them differently  Total Sample Size – 60  Female – 20 (did random sampling)  Male – 40 (did random sampling)
  • 5. BRAND HEALTH 8/8/20135 (All 60 people) Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin TOM 55.0% 15.0% 21.7% 0.0% 0.0% 0.0% 1.7% 6.7% Spontaneous 43.3% 71.7% 51.7% 30.0% 38.3% 6.7% 20.0% 51.7% Aided 1.7% 13.3% 26.7% 70.0% 61.7% 76.7% 60.0% 41.7% Total Awareness 100.0% 100.0% 100.0% 100.0% 100.0% 83.3% 81.7% 100.0% Trial 98.3% 78.3% 83.3% 18.3% 23.3% 10.0% 24.5% 53.3% Repeat 100.00% 80.85% 70.00% 45.45% 42.86% 20.00% 58.33% 53.13% MOUB 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00%
  • 6. CONVERSION 8/8/20136 Premium Mid-Price Economy Surf Excel Ariel Tide Sunlight Wheel Ghari Nirma Rin Trial/Total Awareness 98.33% 83.33% 78.33% 24.49% 23.33% 10.00% 18.33% 53.33% Repeat/Trail 100.00% 70.00% 80.85% 58.33% 42.86% 20.00% 45.45% 53.13% MOUB/Repeat 52.54% 28.57% 44.74% 14.29% 16.67% 0.00% 0.00% 0.00%  Low Repeat/Trail conversion ratio of Ghari:  Awareness is high due to strong advertisements (75% of sample recognized the tagline correctly), but as it is an economy brand, product perception about quality is not favorable  Low MOUB/Repeat conversion ratio of Sunlight:  Available only in West Bengal and Kerala  Low sales promotion  Low MOUB/Repeat conversion ratio of Surf Excel and Ariel:  Might not be using as the main buying detergent.
  • 7. TOM – CROSS TAB (GENDER) 8/8/20137 Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin 18 8 10 0 0 0 1 3 15 1 3 0 0 0 0 1 Male Female  Ariel is more famous in “Male” Brand Name Male Female Surf Excel 18 15 Tide 8 1 Ariel 10 3 Nirma 0 0 Wheel 0 0 Ghari 0 0 Sunlight 1 0 Rin 3 1
  • 8. TOM – CROSS TAB(LOCATIONS) 8/8/20138 Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin 8 3 4 0 0 0 0 0 14 1 5 0 0 0 1 2 11 5 4 0 0 0 0 2 Kolkata Rest of East India Rest of India  Surf excel is popular in “rest of east India”  Tide is popular in “rest of India”  Ariel has almost equal popularity Brand Name Kolkata Rest of East India Rest of India Surf Excel 8 14 11 Tide 3 1 5 Ariel 4 5 4 Nirma 0 0 0 Wheel 0 0 0 Ghari 0 0 0 Sunlight 0 1 0 Rin 0 2 2
  • 9. BRAND LOYALTY 8/8/20139  MOUB consumers of a surf excel has a highest brand loyalty  Ariel consumers are the 2nd highest in terms of brand loyalty Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin MOUB 31 17 10 0 1 0 1 0 MOUB% 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00% Will definitely continue 93.55% 82.35% 90.00% - 100.00% - 100.00% - May or may not continue 6.45% 17.65% 10.00% - 0.00% - 0.00% - Will not continue 0.00% 0.00% 0.00% - 0.00% - 0.00% -
  • 10. BRAND LOYALTY…. 8/8/201310  45% people have bought Surf Excel in last consecutive 5 purchases MOUBTimes 1 2 3 4 5 Total Surf Excel 1 1 8 7 14 31 Tide 1 1 10 1 4 17 Ariel 0 1 5 2 2 10 Nirma 0 0 0 0 0 0 Wheel 0 0 1 0 0 1 Ghari 0 0 0 0 0 0 Sunlight 0 0 1 0 0 1 Rin 0 0 0 0 0 0
  • 11. BRANDING 8/8/201311  Most of the people recognized Ghari and Sunlight tagline but could not recall recent ad seen.  For Tide people could not recognized the tagline but were able to recall recent ad seen. Surf Excel Ghari Wheel Rin Ariel Tide Nirma Sunlight 50 45 12 14 11 6 11 21 51 13 24 17 19 51 23 5 Ad Seen Tagline Recgonize Brand Name Tagline Recgonize Ad Seen Surf Excel 50 51 Ghari 45 13 Wheel 12 24 Rin 14 17 Ariel 11 19 Tide 6 51 Nirma 11 23 Sunlight 21 5
  • 12. BUYING BHEVIOUR 8/8/201312  Most of the people who buy “once in 3 months” they are belong to Kolkata and rest of east India Frequency Kolkata Rest of East India North India South India Central India Total Once in a fortnight 2 1 3 6 Once in a month 8 14 5 4 3 34 Once in 3 months 7 7 3 3 20
  • 13. PARAMETERS ANALYSIS 8/8/201313  Consumers have good perceptions for Surf excel, Tide and Ariel are considered in terms of following parameters  Good stain remover  Soft on hands Parameters Good Stain Remover Soft on hands Maintain Color and elegance of clothes Available in all the sizes Good value for money Available every where Lots of advertisem ent Surf Excel 30.77% 28.95% 38.96% 43.33% 28.41% 39.47% 15.58% Tide 31.87% 23.68% 28.57% 33.33% 17.05% 31.58% 33.77% Ariel 25.27% 30.26% 23.38% 17.78% 14.77% 14.47% 3.90% Nirma 4.40% 7.89% 2.60% 2.22% 12.50% 5.26% 19.48% Wheel 1.10% 1.32% 0.00% 0.00% 11.36% 5.26% 9.09% Ghari 0.00% 1.32% 0.00% 1.11% 4.55% 3.95% 15.58% Sunlight 2.20% 2.63% 3.90% 0.00% 3.41% 0.00% 0.00% Rin 4.40% 3.95% 2.60% 2.22% 7.95% 0.00% 2.60%
  • 14. PURCHASING BEHAVIOUR 8/8/201314 Kirana store 60% Online 0% Super market 40% From where did you last purchase detergent
  • 15. SUMMARY 8/8/201315  Out of 8 brands 6 brands have 100% total awareness  Nirma and Wheel have 100% awareness, but their TOM is zero %.  Surf excel has the highest brand loyalty
  • 16. SUMMARY 8/8/201316  Brand : Ariel • Aided awareness is low • Very few respondents were able to recognize the advertisement. • MOUB/Repeat is 28.57% Awareness TOM 21.7% Spontaneous 51.7% Aided 26.7% Trial 83.3% Repeat 70.00% MOUB 16.67% Ad seen Ariel 19 41 60 Tagline Recall Recognized Did not recognize don’t know total Ariel 11 28 21 60
  • 17. WAY FORWARD 8/8/201317  Trial is 83.3%. But MOUB is 16.67%. Another survey should be conducted in future to find out the reason behind this problem.  Advertisements of this brand should be increased.
  • 18. 8/8/201318 Thank You

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