KARNATAK LAW SOCIETY’SINSTITUTE     OF   MANAGEMENT EDUCATION              AND   RESEARCH                         PROJECT ...
Internal Guide    External GuideProf. Deepa More   Mr. H.G Raja Rao
KARNATAK LAW SOCIETY’S   INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH                               BELGAUM.   (Affiliated...
Prof. Deepa More                                               Dr. A.B Kalkundrikar                          ACKNOWLEDGEME...
Date:                           DECLARATIONI, Vinayak N. Patil hereby declare that the project report entitled“Consumer   ...
INDEXS No.           PARTICULAR               Page No   1         Executive Summary              1   2           Industria...
In present competitive scenario, the FMCG companies are mainly concentrating on analyzingthe consumer behaviour which is e...
whole soap industry is experiencing changes due to innumerable reasons such as governmentrelations environment and energy ...
3. Godrej soaps private limited.         The Indian soap industry continued to flourish very well until 1967-68, but began...
Karnataka soaps & Detergents Limited, a successor to the government soap factory,which is one of the premier factories amo...
The “SHARABHA”                             The carving on the cover is the ‘Sharabha’, the trademark ofKS&DL. The Sharabha...
2. The company is striving to develop new perfumes for soaps detergents, agarbathies &     shampoo.  3. The company wants ...
BIRDS EYE VIEW OF KS&DL:1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was        Introd...
ISO 9002 QUALITY POLICY:             KS&DL commits to “customer delight” through Total Quality Management &continues impro...
VISSION:     •     Keeping pace with globalization, global trends & the State’s policy for using           technology in e...
ORGANISATION STRUCTURE       I. BASIS OF DEPARTMENTATION            KS&DL is a manufacturing concern of moderately large s...
ORGANISATION CHART:                             EXECUTIVE DIRECTOR                                 (MARKETING)            ...
1. HUMAN RESOURSE DEPARTMENT:           Luther Gulick highlighted “POSDCORB” which stands for planning organizing,staffing...
It has installed capacity of 10,000 tons per annum. To produce spray dried, powder & asyntax plant for detergent cakes & b...
KSDL manufactures their products i.e. soaps & detergents. after this sent to variousdistribution points through agents. Th...
1. Marketing Mix : it is the policy adopted by the manufactures to get success in the    field of marketing    2. Product ...
• Pricing of raw materials & valuation of stores.   • To protect financial interest of the company.AUDIT DEPARTMENT:      ...
• Growth of the organization     • Maintaining ethical organization6.      RESEARCH DEVELOPMENT & QUALITY CONTROL:        ...
7. STORES DEPARTMENT:       KS&DL has well- managed stores department for each of the three divisions viz, soaps,  deterge...
b) voluntary     c) Non statutorya)      Statutory :        KSDL welfare association is based on employees contributions, ...
PRODUCT PROFILE          KS&DL is the true inheritor of golden legacy of India. Continuing the tradition ofexcellence for ...
b. Mysore Sandal Special Soap            (75gm)c. Mysore Sandal Baby Soap               (75gm)d. Three-In-One Gift Pack –(...
g. Six-In-One Gift Pack- 6Tabs            (150gm Each)h. Mysore Sandal Gold sixer 6 Tabs          (125gm Each)i. Mysore Sa...
k. Mysore Sandal Herbal Care                     (75gm)DETERGENTS:      KS&DL also manufactures high quality detergents ap...
1. Mysore Sandal premium    8. Mysore sandal  2. Mysore Rose              9. Nagachampa  3. Suprabath               10.Mys...
3. Herbal Care Liquid Soap.    4. Agarbathies – Mysore Sandal 3 – in – 1.                            INTRODUCTION TO TOPIC...
• Marketing has achieved social importance because it is entrusted with the task ofcreation & delivery of standard of livi...
distribution channel convenient to him with the right type of promotion to do this a study ofbuyer behavior is necessary.S...
Each culture consists of smaller sub culture that provides more specific identificationand specialization for their member...
People by different goods and services over a life time. Infant consumes baby foods,young adults may have variety food and...
Actual self – concept – What you think of yourself    Ideal self – Concept – What you want others to think about yourself ...
Need Recognition                                               Information Search                                         ...
The consumer develops a set of brand belief where each brands stands on eachattributes. This may either buy comparing with...
the target customers needs and wants. In this background the study explores the buyingbehavior, attitudes, and purchase de...
a) Primary     Sources:   The original sources from which the researcher directly       collects data that have not been p...
“A statistical hypothesis is an assertion regarding the statistical distribution of thepopulation. It is a statement regar...
Cumulative                  Frequency    Percent    Valid Percent     PercentValid   Male             142       47.3      ...
4.    Marital Status             :          Married:                            Unmarried:                                ...
The above table shows that 34% of the consumers are married and 66% of theconsumers are unmarried. So it is clear that the...
Interpretation:       From the table it is clear that 30% consumers are Employee, 16% of the consumersare Professional, 18...
Cumulative                                    Frequency   Percent    Valid Percent     Percent           Valid   Below 20 ...
Cumulative                                    Frequency    Percent    Valid Percent       Percent         Valid   Less tha...
Cumulative                              Frequency    Percent     Valid Percent       Percent          Valid   1-2         ...
Cumulative                                      Frequency      Percent    Valid Percent     Percent       Valid   Once in ...
Cumulative                                      Frequency    Percent    Valid Percent     Percent         Valid    Chemica...
Cumulative                                  Frequency    Percent    Valid Percent           Percent                  Valid...
Cumulative                               Frequency       Percent    Valid Percent       Percent            Valid      Yes ...
c) 5 – 6                                                d) More than 6                                                    ...
c)     Package                           d) Fragrance            e) Brand Image                                           ...
c) High                                           d) Very High                                                            ...
c) Satisfactory                                          d) Poor                                                          ...
c) Advertising / publicity                            d) others (please specify)                                          ...
c) Factory outlet                                       d) others (please specify)                                        ...
45% of the consumers are buy the product in retailer shop, 17% of consumers are buythe product in super market and 31% of ...
Testing At 5% level of significanceCritical Value        =      P+Z∝=0.05           * σp                      =      0.7+ ...
Interpretation:       Since Test Statistics p=0.774 is greater than critical value 0.754, & test statistics fallsin reject...
FINDINGS1. 46% of consumers buy bath soap once in 15 days, 36% of consumers buy once in   a month and 18% of consumers buy...
SUGGESTIONS1. The company should motivate its present consumers to increase the usage rate of the   soap through effective...
CONCLUSION    It can be concluded that the various influencing factors responsible for the purchase ofthe Mysore Sandal So...
BIBLIOGRAPHY1. Marketing management    : Philip Kotler.2. Consumer behavior      :   Leon G. Sahiffman and &              ...
ANNEXURE                                QUESTIONNAIREDear Sir/ Madam,             I am Mr.Vinayak N Patil, a student pursu...
a) Once in 15 days             b) Once in a month                               c) Once in 2 months8. Which kind of soap d...
a) Retailer                 b) Super market    c) Factory outlet            d) others (please specify)THANK YOU FOR YOUR V...
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  1. 1. KARNATAK LAW SOCIETY’SINSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH PROJECT REPORT ON “Consumer Behaviour towards Mysore Sandal Soap” KARNATAKA SOAP & DETERGENT LIMITED AT BANGALORE SUBMITTED TO KARNATAKA UNIVERSITY, DHARWAD SUBMITTED BY Mr. VINAYAK N. PATIL MBA09003119In the partial fulfillment of the requirement for the award of Master’s in Business Administration (MBA) awarded by Karnataka University, Dharwad for the year 2009-10.
  2. 2. Internal Guide External GuideProf. Deepa More Mr. H.G Raja Rao
  3. 3. KARNATAK LAW SOCIETY’S INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH BELGAUM. (Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi) CERTIFICATEThis is to certify that Mr. Vinayak N Patil has satisfactorily completedhis Major Concurrent Project on “Consumer Behaviour towards MysoreSandal Soap.” in the partial fulfillment of the requirement of Masters ofBusiness Administration, during the academic year 2009-2010.INSTITUTE GUIDE DIRECTOR
  4. 4. Prof. Deepa More Dr. A.B Kalkundrikar ACKNOWLEDGEMENT Any accomplishment requires the effort of many people and this is no different.As a introduction to any last would be incomplete without the mention of people whohave made it possible and whose constant guidance and encourage served as beaconlight my effort with success. I like to thank My Family and Friends who have directly or indirectly helpedme in successful completion of this project and will remain the source of inspiration forputting my best efforts to ensure the success of this report. I wish to take this opportunity to express my deep sense of gratitude to Mr. H.GRaja Rao, product manager of the KS&DL Bangalore, for providing me anopportunity for carry out my Major Concurrent Project at their esteemed organization. I am Grateful to my Internal Guide Prof. Deepa More who has guided me ineach and every mode of the project work and helped me to understand more and more. Ialso like to thank my External Guide (Company Guide) Mr. H.G Raja Rao who hassupported me throughout my project. I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar forhis inspiration, advice and support in project work.Thanking you.Place: Belgaum VINAYAK N. PATIL
  5. 5. Date: DECLARATIONI, Vinayak N. Patil hereby declare that the project report entitled“Consumer Behavior towards Mysore Sandal Soap inBangalore.” is an independent study carried out by me duringmy Major Concurrent Project. I also hereby declare that this report is not beingsubmitted to any organization and the data will be heldconfidential.Date: Vinayak N. PatilPlace:
  6. 6. INDEXS No. PARTICULAR Page No 1 Executive Summary 1 2 Industrial Profile 2-3 3 Company Profile 4-9 4 Organization Structure 10-20 5 Product Profile 21-24 6 Introduction to topic 25-31 7 Research Methodology 32-34 8 Data analysis & Interpretation 35-50 9 Test Hypothesis 51-52 10 Finding 53 11 Suggestions 54 12 Conclusion 55 13 Bibliography 56 14 Annexure 57-58 EXECUTIVE SUMMARY
  7. 7. In present competitive scenario, the FMCG companies are mainly concentrating on analyzingthe consumer behaviour which is essential for the growth of the company. FMCG sectorneeds speed, convenience, the ability to interact across multiple channels and the ability towork with multiple distribution channels from which they expect consistent growth andpenetration in the market.TITLE OF THE PROJECT:“Study of Consumer Behaviour towards Mysore Sandal Soap ”The project is being carried out in Bangalore city with a clear objective of understanding theconsumer behaviour towards Mysore sandal soap and its related brands.The primary data is collected through survey technique and field work by interviewing theconsumers and general public. The secondary data is collected through company websitesand past records.The questionnaires consisting of both open ended and close ended questions have beendesigned to obtain the required information from the respondents keeping in mind theobjectives of the study.Analysis was made out of the opinions produced there in based upon this analysis conclusionand recommendations were aimed at. INDUSTRY PROFILE Soap is one of the commodities which have become an indispensable part of the lifeof modern world. Since it is non durable consumer goods, there is a large market for it. The
  8. 8. whole soap industry is experiencing changes due to innumerable reasons such as governmentrelations environment and energy problems increase in cost of raw material etc. The changing technology and ever existing desire by the individual and theorganization to produce a better product at a more economical rate has also acted as catalystfor the dynamic process of change. More and more soap manufactures are trying to capture a commanding market shareby introducing new products. The soap industry in India faces a cut throat competition withmultinational companies dominate the market. They are also facing severe threat fromdynamic and enterprising new entrance especially during 1991-92. If we look back into the history of soaps & detergents, mankind knew about soapsnearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, whenroasted meat over flowed on the glow in ashes. This lump like product was soap & hadfoaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made &marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent formaking soap was taken in London. The world consumption of soap in 1884A.D. was said tobe 2lakh tonnes p.a.HISTORY OF THE SOAP: Soap manufacturing was started in North America. Some American companies withwell known names were started 200 years ago. During middle age soap was made at variousplaces in Italy, France, England & other countries. France became famous & many smallfactories were established there. In India the first soap industry was established by North West soap company in1897at Meerat following the swadeshi movement. Since 1905, the following come into force: • Mysore soap factory at Bangalore • Godrej soap at Bombay • Bengal chemicals • Tata oil mills • 1930 lever brothers co.THE INDIAN SOAP INDUSTRY SCENARIO: The Indian soap industry has long been dominated by hand full of companies such as: 1. Hindustan levers limited. 2. Tata oil mills (taken over by HLL)
  9. 9. 3. Godrej soaps private limited. The Indian soap industry continued to flourish very well until 1967-68, but began tostagnate & soon it started to recover & experienced a short upswing in 1974. This increase indemand can be attributed due to; 1. Growth of population. 2. Income & consumption increase. 3. Increase in urbanization. 4. Growth in degree of personal hygiene.Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comesunder organized sector.PRESENT STATUS:Market scenario: India is the ideal market for cleaning products. Hindustan liver, which towers over thecleaning business, sells in all over the cleaning business but the tiniest of Indian settlements.The 7.4lakhs tons per annum soap market in India in crawling along at 4%The hope lies in raising Rupee worth, the potential for which is high because the Indian soapmarket is pseudo in nature & it is amazingly complex being segmented not only on the basisof price benefits, but even a range of emotions within that outlining framework.PROBLEMS OF SOAP INDUSTRY: Soap industry faces some problems in case of raw materials. The major ingredientsare soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of seriousproblems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakhtons & is met through imports. In recent times, caustic soda and soap ashes in the cheapervarieties of soaps are quite high. COMPANY PROFILEHISTORY OF KS&DL (INCEPTION):
  10. 10. Karnataka soaps & Detergents Limited, a successor to the government soap factory,which is one of the premier factories among the Indian soap industries. After World War 1,there was a slump in the sandal wood export to the west. It dropped a blanket of gloom overbusiness & trading in India. The Maharaja of Mysore turned this threat in to an opportunity,by sowing the budding seeds of KS & DL on the out skirts of Koti forest, near Bangalore in1918. The project took shape with the engineering skill and expertise of a top-level team withthe inspection of the Diwan of Mysore Late Sir. M. Visvesvaraya & with the service ofscientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough. The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect ofmanufacturing of sandalwood oil & world famous Mysore Sandal Soap. The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area,Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent &fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport servicesand communication. In November 1918, the Mysore Sandal Soap was put in to the marketafter sincere effort & experiments were undertaken to evolve a soap perfume blend usingsandalwood oil as the main base to manufacture toilet soap.RENAMING OF COMPANY: On Oct 1st 1980, the Government Soap Factory was renamed as “KARNATAKASOAPS AND DETERGENTS LIMITED”. The company was registered as a PublicLimited company. Today the company produces varieties of products in toilet Soaps,Detergents, Agarbathis and Talcum powder. KS&DL has been built up with rich tradition forthe quality of its products. Mysore Sandal Soap is the No: 1 anywhere in the world. TheKarnataka state is the original home of the Sandal oil, which uses Original perfumesandalwood in the manufacturing of Mysore Sandal Soaps. It is also known as the “FRAGRANT AMBASSADOR OF INDIA”.TRADEMARK OF MYSORE SANDAL SOAP
  11. 11. The “SHARABHA” The carving on the cover is the ‘Sharabha’, the trademark ofKS&DL. The Sharabha is a mythological creation from the puranas and embodies thecombined virtues of wisdom, courage & strength, while it is illustrated in its unusual from thebody of a lion with head of an elephant. It was adopted as an official emblem of KS&DL tosymbolize the philosophy of the company. The Sharabha the symbolized power that removedimperfections & impurities. The Maharaja of Mysore has his official emblem adopted it. Andsoon took its pride of place as the symbol of the government Soap factory, of quality thatreflects a standard of excellence of Karnataka Soaps & Detergents Limited.OWNERSHIP PATTERN: “Wholly owned by Government of Karnataka”COMPETITORS INFORMATION AND THEIR MARKET SHARE: HUL 70% Godrej 4% Procter & gamble 10% KSDL 11% Others 5%PRESENT STATUS: 1. The company has entered into shampoo, dish wash, detergent bar & room refresher.
  12. 12. 2. The company is striving to develop new perfumes for soaps detergents, agarbathies & shampoo. 3. The company wants to improve the existing products in terms of quality.ACHIEVEMENTS / AWARD: 1. Government of Karnataka Dept of Industries and commerce State Export Promotion Advisory Board. “EXPORT AWARD” 1974-75 2. Detergent Plant M/s Chemical Bombay have given 1st price for the year 1980-81 3. Geographical Indication GI-2005 4. ISO 9001-2000 in the year 1999 5. ISO 14001-2004 in the year 2000FUTURE GROWTH AND PROSPECTUS: 1. Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil based perfume, Aloe Vera, Vitamin-E etc as additive and suitable for all types of skin and all seasons. 2. Improvement in existing products Mysore Sandal classic improved moisturizers & skin conditions. 3. Introduction of sandalwood powder in 50gms, 100gms to meet the growing demand for religious purpose. 4. Introduction of new higher powered detergent powder for institutional sales in bulk packaging. 5. To attain market leadership. 6. Introduction of new trade schemes to increase sales. 7. Aggressive advertisement and publicity as part of sales promotion. 8. Reduction in distribution expenses. 9. Cost-reduction in all areas. 10. Instant decision making in certain procurement activities. 11. Timely introduction and implementation of market driven decisions. 12. Ensuring effective internal control.
  13. 13. BIRDS EYE VIEW OF KS&DL:1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was Introduced into the market for the first time.1950 - The factory output rose to find terms. 1. Renovating the whole premises. 2. Installing a new boiler soap building plant & drying chamber.1954 - Received License from government to manufacture 1500 tons of soap & 75 tons of glycerin per year.1957-Factory shifted its operations to Rajajinagar industrial area.1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA (Italy) technology.1981- a. Production capacity was increased to 6000 tons. b. Rs.5 crore Fatty acid plant was installed with technical collaboration from Europe.1992- The Board for Industrial & Financial Reconstruction (BIFR), New Delhi in December For rehabilitation.1996- The BIFR approved the Rehabilitation scheme in September.1999- ISO 14001 Certificate pertaining to Environmental Management System.2000- In May, the BIFR, New Delhi Declared the Company to be out of the purview.2004- The company launched Herbal Care Soap.
  14. 14. ISO 9002 QUALITY POLICY: KS&DL commits to “customer delight” through Total Quality Management &continues improvement by involvement of all its employees.ISO 14001 ENVIRONMENTAL POLICIES OF KS&DL:1. Is committed to preserve the natural environment in the production of its quality products to the satisfaction of its customer.2. Will comply with all statutory & regulatory requirements pertaining to environment stipulated by both state & central authorities.3. Would invite & implement action to reduce all impacts that are likely to be a source of concern to the environment.4. Would strive & set an example in protection & promotion of an eco-friendly environment.5. Is committed to prevent & minimize risks to the environment & conserve natural resources by waging a war against wastes.6. Will motivate every employee of the company in preserving the environment by providing appropriate training.7. Will make available a copy of environment policy, under environment Management system on a written request to its manager (Environment & Policy)
  15. 15. VISSION: • Keeping pace with globalization, global trends & the State’s policy for using technology in every aspect of governance. • Ensuring global presence of Mysore Sandal products while leveraging its unique strengths to take advantage of the current Tech scenario by intelligent & selective diversification. • Secure all assistance & prime status from Government India all Tech alliances. Further, ensure Karnataka’s pre-eminent status as a proponent & provider of Tech services to the world, nation, & private sectors.MISSION: • To serve the National economy. • To attain self-reliance. • To promote purity & quality products • To maintain the Brand loyalty of its customers. • To build upon the reputation of Mysore sandal soap based on pure sandal oil.OBJECTIVES OF KSDL: • To serve the National economy. • To attain self-reliance. • To promote purity & quality products • To maintain the Brand loyalty of its customers. • To build upon the reputation of Mysore sandal soap based on pure sandal oil.
  16. 16. ORGANISATION STRUCTURE I. BASIS OF DEPARTMENTATION KS&DL is a manufacturing concern of moderately large size. We can see herefunctions wise departmentation. It facilitates effective utilization of manpower and resourcesand it is a simple, economical and reasonable organization pattern. II. LEVELS OF ORGANISATION The organization of KS&DL consists of 4 levels, they are  TOP LEVEL consisting of BOD’s and M.D  SECOND LEVEL consisting of Directors of Finance and Special officers  THIRD LEVEL consisting of senior managers, deputy managers and officers.  FOURTH LEVEL consisting of clerks, Assistants and Attendees. III.ORGANIZATION CHART OF KS&DL KS&DL is Functional type of organization. Under this type of organization men with special abilities in a specialized function are employed. The hierarchy is represented as follows.
  17. 17. ORGANISATION CHART: EXECUTIVE DIRECTOR (MARKETING) DY. GEN MGR (MTLS & Strs) DY. GEN MGR (FTD) MGR (MD’s Office) MGR (MIS) CS AGM (R & D) GEN. MANAGER (FINANCE) MANAGING DIRECTOR GEN. MANAGER (R&D/P&M) AGM (HRD) Obj100FUNCTIONAL DEPARTMENTS OF KS&DL 1. Human Recourse Department. (HRD). 2. Production & Maintenance Department.( P & M ) 3. Marketing Department. ( MKTG ) 4. Finance A/c & Audit Department.(Finance) 5. Material & Stores Department (MTLS & Strs). 6. Research & Development (R & D). 7. Foreign Trade (FTD). 8. Quality Control Department. 9. Welfare Department.
  18. 18. 1. HUMAN RESOURSE DEPARTMENT: Luther Gulick highlighted “POSDCORB” which stands for planning organizing,staffing, Directing, Coordinating, Reporting & Budgeting is the part of personnelmanagement. H R D performs lot of function in KSDL. 1. Recruitment 2. Implementing. 3. Training 4. Cordial relationship of Industry 5. Disciplinary matters 6. Performance appraisal 7. Employee safety etc2. PRODUCTION DEPARTMENT: KSDL has 3 main production plants: i. Fatty Acid Plant ii. Soap Plant iii. Detergent PlantFatty Acid Plant: The basic raw materials, Oil & fats undergo the splitting & refining processincluding hydrogenation at the fatty acid plant. It is also obtained & used for soapmaking. The plant has a capacity to process 10,000mt of oils 1 fat.Soap Plant: The soap plant is one of the largest production plants in the country with an installedcapacity of 26,000 tons per annum. KSDL’s soap plant has its uniqueness that it has the capacity to process as many as tendifferent varieties of soap simultaneously. The sophisticated plant from Italy has a whollyintegrated straight line facility that links up process sequence for higher productivity. It is a stream line flow through right from raw material preparation to wrapping stagethe line collation with the built in facility for continuous fat bleaching & saponification. Thefinishing touches are given by high tech universal wrapping machine. This high speed autowrapper has the capability to handle soaps of virtually all size & shape.Detergent Plant:
  19. 19. It has installed capacity of 10,000 tons per annum. To produce spray dried, powder & asyntax plant for detergent cakes & bars. It produces industrial detergent which is used in theformulation of wet table pesticide powders for crop protection.3. MARKETING DEPARTMENT: The company main products are soaps & detergents which are sold in different partsof India. There are depots at various places of the country which are controlled by sevenbranches. The role of each branch is to ensure that sales activities coming under their control.ORG: Operational Research Group report main source of marketing research private agencywhich study the competitors consumer demand, market etc that generates the report. Branch Depots1. Bangalore Hubli, Raichur2. Chennai Chennai, Salem, Madurai, Cochin3. Hydrabad Hyderabad, Vijayawade, Ananchapur4. Mumbai Bhiwandi, Ahmedabad, Pune5. Calcutta Cuttack, Patna, Gauhati6. Delhi Delhi, Jaipur, Jullundur Marketing Department Chart Executive Director (Marketing) Dy Gen Manager (Marketing – HO) AGM (MKTG) AGM (CFGS) Heads of Branches MGR (LEGAL) MGR (MRIS)Channel of Distribution:
  20. 20. KSDL manufactures their products i.e. soaps & detergents. after this sent to variousdistribution points through agents. The stockiest sells to various retailers hence it reaches tothe consumers. Manufacture (KSDL) Agents Stockiest (Wholesalers) Retailer Consumers As the company markets their products, it ensures that there is proper descriptionof their product & its distinct features. so that the consumer can be position to understand itscomponents.Exports:KSDL export their products to different parts of world they are:Australia Italy Sri lankaBerlin Kenya USACanada Malaysia JapanCzechoslovakia Saudi Arabia UKFrance Singapore TaiwanGermany Africa Holland Functions of Marketing Department:
  21. 21. 1. Marketing Mix : it is the policy adopted by the manufactures to get success in the field of marketing 2. Product Policy: It includes both the turns of development & improvement produced and existing products. This all totally done by KSDL both marketing & R & D department. 3. Distribution Policy: The manufactured product of KSDL is supplier to the factory depots. There are various depot in various states & stored there. 4. Sales & Promotion: The drawback is poor advertising & sales promotion. 5. Packing: Uses different materials for different products, card board boxes synthetic covers. 6. Market Share: The KSDL production strategy is more expensive when compared to other product. At present co, holding market share of 18% in south India & 8% throughout India basis for premium soaps.4. FINANCE, ACCOUNTS, AUDITING DEPARTMENTSFINANCE: It is the life blood of every organization. It is concerned with managerial decisionmaking. This department is concerned with proper utilization of cash. It identifies the sourceof finance where to borrow i.e. ICICI, IRBI, IDBI, Corporation bank etc.It has abundant of function which can be enumerated as follows: • Effective funds management which is inverted in beneficial projects. • Decision making regarding fixing of cash account. • Obtaining trade credit. • Profit Maximization. • Wealth Maximization. • Preparation of cash budgets. • Systematic approach to working capital management.
  22. 22. • Pricing of raw materials & valuation of stores. • To protect financial interest of the company.AUDIT DEPARTMENT: KSDL audit wing is headed by internal auditor. Auditing is vital for the company asit facilitates verifying of all the books of a/c by trial balance, it also comply withrequirements for central excise & income tax purposes. After the Auditor’s monitor everything they give report which is helpful to thecompany.COSTING: When a company does costing it ensures proper fixation of selling price of theproduct, cost control it also help in taking decision. KSDL use process costing as the production mechanism is systematic it involvesaddition of a lot of ingredient in the manufacturing.5. MATERIAL DEPARTMENT: Materials are obtained at right time, right quality at right place from right source &atright cost which leads smooth flow of production. • It has been divided into 5 sections: • Oil & fats section • Perfumery & aromatically section • Packing materials section • Chemical section • Miscellaneous & Engineering stores sectionObjectives: • Maintaining continuity of flow of materials • Effective control of inventories • Coordination
  23. 23. • Growth of the organization • Maintaining ethical organization6. RESEARCH DEVELOPMENT & QUALITY CONTROL: KSDL its full fledged quality control & R&D single mindedly pursue qualityenhancement. Both departments are headed by highly qualified professionals, committed todeveloping products that keep place with customers changing needs & perceptive. When doing Research they have a target which they get benefits & it enables thecompany to forecast the future.Aim: 1. Product process development. 2. Product process improvement. 3. Cost reduction 4. Alternative raw materials 5. Slow moving & non moving inventory reduction 6. Technical advice to the management. Quality plays a very important role in KSDL majority of the products are consumergoods. So it must satisfy the consumer expectation. i. KSDL as 2QC division ii. Raw material QC division iii. Production QC divisionObjective: 1. To maintain customer satisfaction at optimum level. 2. To retain perfumery content throughout it uses. 3. To maintain standard weight, size &finishing. 4. To improve the existing production 5. To adopt new methods of product development 6. To provide technical support for marketing department 7. To make improvement in the process of production 8. To administer & maintain technical library
  24. 24. 7. STORES DEPARTMENT: KS&DL has well- managed stores department for each of the three divisions viz, soaps, detergent & fatty acid division in the factory, there are separate miscellaneous stores department for raw material, finished goods and tools. Objectives; • Assuring the availability of raw material at right quantity. • Maintenance of adequate, but not excessive storage of materials at all time. • Maintenance of economical and uninterrupted flow of production activities and finally to ensure minimum blockage. • Achieving maximum efficiency in production and sales with least investment in inventory. Types of stores: • Perfumery stores • Chemical stores. • Packing material stores. • Oil & Fats Stores. • Finished goods stores. In KSDL there are about 8 stores namely: 1. Packing Materials 2. Engineering Goods 3. Perfumery Stores 4. Oil & Fats Stores 5. Detergent finished goods stores 6. Fuel & Serviceable stores These stores play a great role in maintaining of required stock. It also facilitates maintenance of suitable store organization structure. It monitors the procedures of the receipt. Materials are issued on the basis of FIFO.8. WELFARE DEPARTMENT: KSDL welfare department can be classified into 3 sections namely, a) Statutory
  25. 25. b) voluntary c) Non statutorya) Statutory : KSDL welfare association is based on employees contributions, interest carved. • Canteen facility • First aid • Provident Fundb) Voluntary benefit : • workers education class conducted by the central board • Inspection of fittings • Dust nuisance • Toxic gas nuisancec) Mutual : • Employees get 2 pair of uniform & a pair of shoes for every year. • Cultural Recreations, Leave facilities. • Employees Co-operative society which give loan on credit • Employees house building society9. MAINTENANCE DEPARTMENT: Effective maintenance is the goal of the company. The areas of maintenance are:• Mechanical Maintenance• Electrical Maintenance• Civil Maintenance Proper maintenance results to:• Reduction of overload• Cost Reduction• Greater Safety of equipment & workers• Delivery schedule is maintained.This department contributes also working progress of the company
  26. 26. PRODUCT PROFILE KS&DL is the true inheritor of golden legacy of India. Continuing the tradition ofexcellence for over eight decades, using only the best East Indian grade Sandalwood oil &Sandalwood soaps in the world. The products produced at KS&DL are the Soaps, Detergents,Agarbathies and Sandalwood oil.PRODUCT RANGE FROM THE HOUSE OF MYSORE SANDAL SOAP a. Mysore Sandal Soap (75gm,125gm & 150gm)
  27. 27. b. Mysore Sandal Special Soap (75gm)c. Mysore Sandal Baby Soap (75gm)d. Three-In-One Gift Pack –(SJR) 3Tabs (150gm Each)e. Mysore Sandal Gold Soap (125gm)f. Mysore Rose Soap (100gm)
  28. 28. g. Six-In-One Gift Pack- 6Tabs (150gm Each)h. Mysore Sandal Gold sixer 6 Tabs (125gm Each)i. Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)j. Mysore Sandal Classic Soap (75gm)
  29. 29. k. Mysore Sandal Herbal Care (75gm)DETERGENTS: KS&DL also manufactures high quality detergents applying the latest spray dryingtechnology with well balanced formulation of active matters & other builders; they providethe ultimate washing powder. 1. Sansor Detergent Powder (1kg/2kg) 2. Mysore Detergent Powder (1kg/500gms) 3. Mysore Detergent bar (250gms) 4. Mysore Detergent Cake (125gms/250gms)AGARBATHIS:
  30. 30. 1. Mysore Sandal premium 8. Mysore sandal 2. Mysore Rose 9. Nagachampa 3. Suprabath 10.Mysore Jasmine 4. Parijata 11.Bodhisattva 5. Venkateshwar 12.Durga 6. Ayyappa 13.Alif Laila 7. ChandhanaSANDALWOOD OIL: In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing.POWDERS: 1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm, 60gm, 300gm and 1kg. 2. Mysore Sandal Baby Powder: Tender loving care for baby…& Mummy. Net wt 100- 400gms.NEW PRODUCTS LAUNCHED: 1. Wave Turmeric Soap. 2. Wave Hand Wash Liquid Soap.
  31. 31. 3. Herbal Care Liquid Soap. 4. Agarbathies – Mysore Sandal 3 – in – 1. INTRODUCTION TO TOPIC Marketing deals with identifying the meeting human and social needs. It as acomprehensive term and it includes all resources and a set of activities necessary to direct andfacilitate the flow of goods and services from producer to consumer in the process ofdistribution. The American marketing association offers the following definition; “marketing is theprocess of planning and executing the conception pricing, promotion and distribution ofideas, goods and services to create exchanges that satisfy individual and organizationalgoods.”Importance of marketing: Marketing is recognized as the most significant activity in our society, marketing is allaround us. Our delivery existence, our entire economic life our life style are continuouslyaffected by a wide range of marketing activities. • Marketing is a connecting link between the consumer and the producer marketingprocess brings new & new items to retail shops from where the consumer can have them.
  32. 32. • Marketing has achieved social importance because it is entrusted with the task ofcreation & delivery of standard of living of society. • Marketing facilitates the development of business of creates employmentopportunities for people. • Marketing studies continuously consumer demand which is varied and dynamic. • Marketing removes the imbalances of supply by transferring the surplus to deficitareas, through better transfer facilities. • Marketing include all activities in the creation of utilities from places time andpossession.Consumer Behaviour: Consumer behaviour is defined as all psychological social and physical behaviour ofpotential customers as they become aware of evaluate, purchase, consumer and tell otherabout products and services each element of this definition is important. • Buyer behaviour involves both individual (psychological) processes & group (social)process. • Consumer behavior is reflected from awareness right through post purchases. • Consumer behavior includes communication purchasing and consumption behavior.Importance of consumer behaviour: • The importance of studying consumer behavior is routed deeply in the modernconcept through studying the consumer behavior business can help consumer solve theirconsumption problems by understanding them and trying to analysis the buying process andfactors influencing it. • The Emerging buyer movement necessitates market to understanding buyer behavior,their needs aspirations. Expectations and problems it will be useful in exploiting marketingopportunities and meeting challenges of the markets. • The marketing is consumer oriented consumer is the king of the market the marketersmust try to offer the product favored by the customer at the price he is to pay through the
  33. 33. distribution channel convenient to him with the right type of promotion to do this a study ofbuyer behavior is necessary.Scope of consumer behaviour: The study of the consumer behavior is the study of how individuals make decision tospend their available resources on the consumption related items. It includes the study ofwhat they buy why they buy it and how after they buy it.Need For Consumer Behaviour Study: Each individual has a different reason and motivating factors in his or her choice oftubes the consumer may commit his resources on a particular brand of tubes for reasons ofeconomy. His decision encompasses various repurchased actual purchase and post purchase.Factors Influencing Consumer Behaviour: The major factors influencing a consumers buying behavior are:- 1. Cultural factors 2. Social factors 3. Personal factors 4. Psychological factors 1. Cultural Factors; Cultural factors have the deepest influence on consumer behavior. Cultural: Is the most fundamental determinant of all people’s wants and behavior the growingchild acquires all sets of value, perception. Preferences and behavior through his or herfamily and other key institution. It includes value of achievement, success, activity efficiencyfreedom and progress material comfort. Sub culture:
  34. 34. Each culture consists of smaller sub culture that provides more specific identificationand specialization for their members. Sub culture includes nationality, religion, races,geographical area and social group. Social Class: Social class is relatively homogeneous and society is divided hierarchically. All humansocieties’ exhibit social satisfaction, stratification sometimes takes from of a caste systemwhere the members of difference castes are record for creation roles and cannot change theircaste membership. 2. Social Factor; Reference group: A person’s reference group that which have a direct or indirect influence on the person’sattitude or behavior there are different types of group they are:- • Membership group are those group which have direct influence on the group. • Aspiration group are those group where people like to become a member of thatgroup. • Dissociate group are those group where people do not like to become the member ofthat group. • Family is the most important consumer buying organization in the society and it hasbeen researched extensively. Family constitutes a primary reference group.Roles and states: Roles: A person participates in many groups’ family, clubs and organization and thisparticipation in each group can be defined in terms of roles. Status: It is the esteem or respects given by the society to the society to the role of individualmarketers are aware of the status symbol potential of product and brand. 3. Personal Factors: (1) Age:
  35. 35. People by different goods and services over a life time. Infant consumes baby foods,young adults may have variety food and old age people consume special diet food in the lateryears. (2) Family life cycle: Consumption is shaped by family life cycle there are 9 stages of family life cycledepending on financial institution and product interest. (3) Occupation and Economic Circumstances: Occupation:- It also influences a person’s consumption pattern. A blue collared worker willbuy work cloths. Shoes lunch box etc. A company president wills expensive suits, air traveland country club membership. Marketers will have to identify which occupational group willbe interested in their products and work out marketing strategies to communicate about theirproduct and services. Economic Circumstances: Product choice is affected by economic circumstances marketers are concerned about thelevel of spend able income. Savings and assets, debts borrowing power and attitudes towardsspending v/s saving. Life Style: It is the people’s pattern of living and it can be understand by referring to AIO (Activityinterest & Opinion) Life style of a person conveys more than the person’s social class or personality. Anunderstanding of a person’s life style will help in giving a profile of whole person’s pattern ofliving and interacting with the world. Personality and Self Concept: Personality: Is usually described in terms of such traits as self confidence. Sociality, defensiveness,dominance and adoptability. Self – Concept: It can be defined as complex mental pictures of us. Self concept consists of mainly threedivisions namely.
  36. 36. Actual self – concept – What you think of yourself Ideal self – Concept – What you want others to think about yourself Other self – concept – What others actually think about you? (4) Psychological Factor: Motivation: It can be said to be the inner drive that is sufficiently pressing and direct the person toseek the satisfaction of the need satisfaction of the need reduces the felt tension. Perception: It is a process by which an individual selects organizes and interprets informationinputs to create a meaningful picture of the world. Perception depends not only on the physical stimuli but also on the stimuli’s relationto the surrounding field and on condition within the individual.Belief and attitude: Belief: A belief is a thought that a person holds about something. People act based on theirbelief these beliefs help in building up product and brand image. Attitude: An attitude can be said as persons enduring favorable or unfavorable cognitiveevaluation, emotional feeling & action tendencies towards some object or idea. The Consumer Buying Decision Process
  37. 37. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post purchase behaviourNeed Recognition: In this stage first the buyer would recognize the need for a product, which will satisfyparticular desire than they would think about his position. He sets the product and hisposition without that product usually by external or internal stimulus.Information search: Once the consumer recognize the need he may or may not search for moreinformation if the need is so intense, the consumer would get should of the particularproducts which world satisfy the need where as is not so intense, then he simple store theneed in his money.Evaluation of alternatives: In this stage buyer has information about different brand of some production in thisprocess of evaluation.First: The consumers see a bundle of attributes in a product then he would pay maximum tothese attributes that are connected with his needs.Second: He would assign weight or importance to each one of the attributes.Third:
  38. 38. The consumer develops a set of brand belief where each brands stands on eachattributes. This may either buy comparing with actual product attributes.Fourthly and fifthly buyer: Arises at judgment or preference towards the brand alternatives using same evaluationprocedure.Purchase decision: Based on evaluation stage the consumer will rank the product of his preference he willthen from purchase intention usually he will buy the most preferred product among theseveral alternatives. Purchase decision is also influenced after considering risks costinvolved, that amount of uncertainly about the product attributes etc. Post purchase decisions: - After purchasing the product the consumer may either hesatisfied with the product or dissatisfied. This depends on the relation and the productsperceived consumers. If the product matches with the consumers he is highly satisfied theconsumers expectation is mostly based on the information he received from the producersand so any exaggeration by the later will mean the consumer will be dissatisfied about theproduct after the purchase of course. RESEARCH DESIGNTITLE OF THE STUDY; “CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS”It draws together concepts, principles, customs needs and preferences of customers.STATEMENT OF THE PROBLEM; In the light of liberalization, competition has increased for all consumer products. Towith stand competition it is important to understand the behavior of the consumer and satisfy
  39. 39. the target customers needs and wants. In this background the study explores the buyingbehavior, attitudes, and purchase decision and satisfaction level of consumers towardsMysore Sandal Soaps.OBJECTIVES OF THE STUDY The important objectives of the study are as follows: • To study the purchase cycle of Mysore sandal soaps. • To understand how consumers actually make buying decisions. • To know the satisfaction level of consumer towards Mysore sandal soaps.SCOPE OF THE STUDY The scope of the study is undertaken for KSDL, in order to find out the ‘consumerbehaviour towards Mysore Sandal Soaps’. The scope of the study involves only for 100respondents the time frame for study is only 2 months.Geographical Coverage:No work can be undertaken without the co-operation of respondents who were interviewedfrom which data was collected through questionnaire. Therefore respondents play a veryimportant role in this type study. The study was conducted in Bangalore city. By areas fromwhich data was collected and respondents approaches are mainly in: Yeshawanthapur, Rajajinagar, Malleshwaram, Mahalakshimi layout, Nandini layoutJP Nagar and Gandhi nagar.LIMITATION OF THE STUDY 1. Limited number of respondents i.e. 300 2. Survey is confined for a period of two months.METHODOLOGY OF THE STUDY The following are the sources of data for the study:a) Primary Sourcesb) Secondary Sources
  40. 40. a) Primary Sources: The original sources from which the researcher directly collects data that have not been previously collected. The first hand information collected through various methods is explained as under: Personal interviews QuestionnaireInterview Method: Officers of the marketing department and other departmentconcerned with the promotion activities of the organization were interviewed to obtainfirst hand information.Questionnaire Method: This questionnaire consists of question for consumers whichincluded multiple choice questions, in order to get first hand information directly fromthe end users. b) Secondary Sources: Refers to the existing available sources of information such as:  Documents of the departments concerned  Reference books  InternetResearch approach: This includes the approaches or the ways undertaken to collect the primary data. Herethe approach was made through survey research, this helped to learn about customer’sknowledge, beliefs, preferences in buying decision.Research Instrument: The following is the instrument with the help of which the data is collected:In this regard, the data was collected through Questionnaire.Hypothesis Testing of hypothesis deals with the verification of validity of the presumptionsregarding the parameters of the population using samples drawn from the population.
  41. 41. “A statistical hypothesis is an assertion regarding the statistical distribution of thepopulation. It is a statement regarding the parameters of the population. “There are two hypothesesNull hypothesis The hypothesis, which is being tested for the possible rejection, is called nullhypothesis. It is denoted by H0.(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.Alternative hypothesisThe hypothesis, which is accepted when the null hypothesis is rejected, is called as thealternative hypothesis. It is denoted by H1(H1) : More than 70% people feel that quality of Mysore sandal is good.Statistical tool: The statistical tool used for measuring & analyzing data is survey analysis. And it isanalyzed by using pie chart, bar chart and hypothesis test.Sampling plan:  Sampling Unit: Here the sampling units are mainly the final consumers.  Sample Size: The sample size was 300 respondents.  Sampling procedure/ method: The sampling method used was “Convenient Probability Sampling” DATA ANALYSIS AND INTERPRETATION 3. Gender : Male: Female:
  42. 42. Cumulative Frequency Percent Valid Percent PercentValid Male 142 47.3 47.3 47.3 Female 158 52.7 52.7 100.0 Total 300 100.0 100.0Interpretation: The above table shows that 47% of the consumers are Male and 53% of theconsumers Female. it is clear that the female consumers are more than the male consumers.Hence female buyers are more.
  43. 43. 4. Marital Status : Married: Unmarried: Cumulative Frequency Percent Valid Percent PercentValid Married 103 34.3 34.3 34.3 Unmarried 197 65.7 65.7 100.0 Total 300 100.0 100.0Interpretation:
  44. 44. The above table shows that 34% of the consumers are married and 66% of theconsumers are unmarried. So it is clear that the Unmarried consumers are more than themarried consumers. 5. Occupation : a) Employee b) Professional c) Business d) Others Occupation Cumulative Frequency Percent Valid Percent Percent Valid Employee 91 30.3 30.3 30.3 Professional 47 15.7 15.7 46.0 Business 53 17.7 17.7 63.7 Others 109 36.3 36.3 100.0 Total 300 100.0 100.0
  45. 45. Interpretation: From the table it is clear that 30% consumers are Employee, 16% of the consumersare Professional, 18% Business. And 36% of the consumers are others. Majority of theconsumers are others. 6. Age group a) Below 20 years b) 20-30 years c) 30-40 years d) 40-50 years e) Above 50 years
  46. 46. Cumulative Frequency Percent Valid Percent Percent Valid Below 20 years 26 8.7 8.7 8.7 20-30 years 132 44.0 44.0 52.7 30-40 years 53 17.7 17.7 70.3 40-50 years 42 14.0 14.0 84.3 Above 50 years 47 15.7 15.7 100.0 Total 300 100.0 100.0Interpretation: The Above Table Shows That 9% Of The consumers Are From Age Group Of Below20 Years, 44% Are From Age Group Of 20-30 Years, 18% From Age Group Of 30-40 years,14% From Age Group Of 40-50 years and 16% From Age Group Of above 50 years and itcan be inferred that majority of the consumers belong to the age group of 20-30 years. 5. Monthly Income : a) Less than 10,000 b) 10,000 – 15,000 c) 15,000 – 20,000 d) 25,000 & above
  47. 47. Cumulative Frequency Percent Valid Percent Percent Valid Less than 10,000 107 35.7 35.7 35.7 10,000-15,000 58 19.3 19.3 55.0 15,000-20,000 87 29.0 29.0 84.0 25,000 & above 48 16.0 16.0 100.0 Total 300 100.0 100.0 Interpretation: The above table shows that 36% of the consumers are belonging to the income groupLess than 10,000/- per month,19% of the people are 10,000–15,000, 29% of the consumersare belonging to the income group 15,000-20,000 and 16% of the consumers are 25,000/- andabove income group. it is clear that a larger number of consumers belonged to the incomegroup less than10000 and 15000 to 20000. 6. Number of Family members: a) 1 – 2 b) 3 – 4 c) 5 – 6 d) 7 & above
  48. 48. Cumulative Frequency Percent Valid Percent Percent Valid 1-2 63 21.0 21.0 21.0 3-4 153 51.0 51.0 72.0 5-6 59 19.7 19.7 91.7 7 & above 25 8.3 8.3 100.0 Total 300 100.0 100.0Interpretation: The 21% of the consumers are 1-2 members in family, 51% of the consumers arebelonging to 3-4 members in family, 20% of the consumers are 5-6 members in family andfinally 9% of the consumers are 7 and above members in family. the table is showing thatmajority of the consumers have 1-2 and 3-4 members in family. 7. How often do you buy bath soaps? a) Once in 15 days b) Once in a month c) Once in 2 months
  49. 49. Cumulative Frequency Percent Valid Percent Percent Valid Once in 15 days 137 45.7 45.7 45.7 Once in a month 109 36.3 36.3 82.0 Once in 2 months 54 18.0 18.0 100.0 Total 300 100.0 100.0Interpretation: The table shows that 46% of consumers buy bath soap once in 15 days, 36% ofconsumers buy once in a month and 18% of consumers buy once in a 2 months. from TheAnalysis of table it is clear that Most consumers Buy once in 15 days & once in a Month. 8. Which kind of soap do you generally use? a) Chemical b) Herbal/Ayurvedic c) Others (please Specify)
  50. 50. Cumulative Frequency Percent Valid Percent Percent Valid Chemical 89 29.7 29.7 29.7 Herbal/Ayurvedic 163 54.3 54.3 84.0 Others 48 16.0 16.0 100.0 Total 300 100.0 100.0Interpretation: 30% of the consumers are used chemical kind of soap and 54% of the consumers areused Herbal/Ayurvedic kind of soap and 16% of the consumers are used other kind of soaplike Lux, Dove etc. From The Analysis of table it is clear that Most consumers are using thechemical and Herbal/Ayurvedic kind of soap. 9. Do you use Mysore Sandal Soap? a) Yes b) No
  51. 51. Cumulative Frequency Percent Valid Percent Percent Valid Yes 253 84.3 84.3 84.3 No 47 15.7 15.7 100.0 Total 300 100.0 100.0Interpretation: The above table shows that 84% of the consumers are using Mysore Sandal Soap and16% of the consumers are not using Mysore Sandal Soap. From the table it is clear that the84% consumers are more using. Hence Mysore Sandal Soap buyers are more. 10. If no, have you ever used Mysore Sandal Soap? a) Yes b) No
  52. 52. Cumulative Frequency Percent Valid Percent Percent Valid Yes 38 80.9 80.9 80.9 No 9 19.1 19.1 100.0 Total 47 100.0 100.0Interpretation: The above table shows that 81% of the consumers have previously used MysoreSandal Soap and only 19% of the consumers did not used Mysore Sandal Soap. 11. How many people in your family are using Mysore Sandal Soap? a) 1 – 2 b) 3 – 4
  53. 53. c) 5 – 6 d) More than 6 Cumulative Frequency Percent Valid Percent Percent Valid 1-2 96 37.9 37.9 37.9 3-4 107 42.3 42.3 80.2 5-6 33 13.0 13.0 93.3 More than 6 17 6.7 6.7 100.0 Total 253 100.0 100.0Interpretation: In case of 38% consumers up to 1-2 members in their family use Mysore sandal soap,42% consumers up to 3-4 members in the family use Mysore sandal soap, In case of 13%consumers like 5-6 members & 7% consumers more than 6 members use Mysore sandalsoap. In majority of case up to1-2 members and 3-4 members are using Mysore sandal soap. 12. State the reasons for using Mysore Sandal Soap? a) Quality b) Goodness of Sandal Oil
  54. 54. c) Package d) Fragrance e) Brand Image Cumulative Frequency Percent Valid Percent Percent Valid Quality 103 40.7 40.7 40.7 Goodness of sandal oil 94 37.2 37.2 77.9 Package 12 4.7 4.7 82.6 Fragrance 23 9.1 9.1 91.7 Brand Image 21 8.3 8.3 100.0 Total 253 100.0 100.0Interpretation: 41% of the consumers buy for Quality of the product, 37% Goodness of sandal oil, 9% ofthe consumers buy for Fragrance and 8% and 5% of the consumers buy for Brand &Packaging of the product. Here majority of consumers are using Mysore Sandal soap becausegoodness of sandal oil and quality of the product. 13. What is your opinion regarding the price of Mysore Sandal Soap? a) Low b) Reasonable
  55. 55. c) High d) Very High Cumulative Frequency Percent Valid Percent Percent Valid Low 17 6.7 6.7 6.7 Reasonable 123 48.6 48.6 55.3 High 89 35.2 35.2 90.5 Very High 24 9.5 9.5 100.0 Total 253 100.0 100.0Interpretation: 7% of consumers feel that price of Mysore sandal soap is low. 49% of consumers feelit is reasonable. While 36% of the consumers feel that the price is high and 10% feel it is veryhigh. It can be inferred that the price of Mysore sandal soap is felt reasonable by a majorityconsumers. 14. How do you rate the quality of Mysore Sandal Soap? a) Excellent b) Good
  56. 56. c) Satisfactory d) Poor Cumulative Frequency Percent Valid Percent Percent Valid Excellent 94 37.2 37.2 37.2 Good 102 40.3 40.3 77.5 Satisfactory 54 21.3 21.3 98.8 Poor 3 1.2 1.2 100.0 Total 253 100.0 100.0Interpretation: 37% of consumers say that the quality of Mysore sandal soap is excellent, and 40% ofconsumers feel the quality good, 21% of consumers feel the quality is satisfactory and 1%consumer say that the quality is poor. From the analysis of table it is clear that the majority ofconsumers are excellent and good with quality. 15. Who influenced you to purchase Mysore Sandal Soap? a) Friends/Family b) Shop keeper
  57. 57. c) Advertising / publicity d) others (please specify) Cumulative Frequency Percent Valid Percent Percent Valid Family/Friends 158 62.5 62.5 62.5 Shop keeper 3 1.2 1.2 63.6 Advertising/Publicity 74 29.2 29.2 92.9 Others 18 7.1 7.1 100.0 Total 253 100.0 100.0Interpretation: From the above table it is clear that 63% of the consumers are influenced byFamily/Friends, 1% consumers influenced by shop keeper, 29% of the consumers areinfluenced by Advertising/Publicity and 7% of the consumers are influenced by others. Themajority of the consumers are influenced by Friends/Family and Advertising/Publicity also asa leading role in influencing consumers. 16. Where do you prefer to buy Mysore Sandal Soap? a) Retailer b) Super market
  58. 58. c) Factory outlet d) others (please specify) Cumulative Frequency Percent Valid Percent PercentValid Retailer 113 44.7 44.7 44.7 Super market 43 17.0 17.0 61.7 Factory outlet 78 30.8 30.8 92.5 Others 19 7.5 7.5 100.0 Total 253 100.0 100.0Interpretation:
  59. 59. 45% of the consumers are buy the product in retailer shop, 17% of consumers are buythe product in super market and 31% of consumers and buy the product in factory outlet. And8% of consumers are buying the product from others. Like big bazaar etc. The majorityconsumers buy the product in Retailer shop and there are also consumers preferring to buyfrom Factory outlet. TESTING OF HYPOTHESES 16. How do you rate the quality of Mysore Sandal Soap? a) Excellent b) Good c) Satisfactory d) Poor(H1) : More than 70% people feel that quality of Mysore sandal is good.(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.Determination of Standard error of proportionP = Proportion stated in Ho =0.7n = sample size=253 = P1-Pn-1 = 0.71-0.7253-1 = 0.028
  60. 60. Testing At 5% level of significanceCritical Value = P+Z∝=0.05 * σp = 0.7+ (1.96)*0.028 = 0.754Test Statistics(p) = 196 253 = 0.774Graph:
  61. 61. Interpretation: Since Test Statistics p=0.774 is greater than critical value 0.754, & test statistics fallsin rejection region, hence we do not accept H0 Therefore we accept H1 i.e. more than 70% people feel that quality of Mysore SandalSoap is good.
  62. 62. FINDINGS1. 46% of consumers buy bath soap once in 15 days, 36% of consumers buy once in a month and 18% of consumers buy once in a 2 months.2. 38% and 42% of the consumers using Mysore sandal soap belongs to family having to 1-2 members and 3-4 members in their family respectively.3. 41% and 37% of the consumers buy for Quality & Goodness of sandalwood oil of the product.4. 49% of the consumers feel that product is priced at reasonable rate but 36% of the consumers feel that the price is high.5. 37% of consumers say that the quality of Mysore sandal soap is excellent, and 40% of consumers feel the quality good. from the hypothesis calculation it is found that the test statistical value is(0.774) greater than critical value(0.754) & test statistics falls in rejection region, hence we do not accept H06. 63% of the consumers are influenced by Family/Friends, 29% of the consumers are influenced by Advertising/Publicity.7. 45% of the consumers are buy the product in retailer shop and 17% of consumers are buy the product in super market and 31% of consumers and buy the product in factory outlet.
  63. 63. SUGGESTIONS1. The company should motivate its present consumers to increase the usage rate of the soap through effective advertisements.2. The company should develop effective marketing strategies to create awareness in untapped market.3. The company should reduce the price in respect of their rival who keeps the prices as competitive as possible.4. The soap should be making available to all the purchase points wherever the consumer can buy the product.5. KSDL should promote their factory outlets.6. Most of the consumers belong to the age group of 20 – 30, so there is a need to concentrate on the other customers who belong to other age group.
  64. 64. CONCLUSION It can be concluded that the various influencing factors responsible for the purchase ofthe Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concludedthat the consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodnessof sandal oil, brand name and also the company’s image. Most of the consumers are satisfiedwith quality and also there is a delight to the customers to suggest their product to others. The study has also helped me to gain good amount of knowledge and has also exposedme to the industrial environment.
  65. 65. BIBLIOGRAPHY1. Marketing management : Philip Kotler.2. Consumer behavior : Leon G. Sahiffman and & Lesiz Lazer Kanuk3. Marketing Research : Donald S. Tull Del I. Hawkins • Website : www.ksdl.com
  66. 66. ANNEXURE QUESTIONNAIREDear Sir/ Madam, I am Mr.Vinayak N Patil, a student pursuing M.B.A. from KLS’s Institute ofManagement Education & Research, Belgaum. I am carrying on a project titled“Consumer Behavior towards Mysore Sandal Soap” with K.S.D.L hence I request yourkind co-operation in this regard. Please spare your precious time & give your valuableopinion to improve the product/services.PERSONAL DETAILS Name : __________________________________________ Address : __________________________________________ __________________________________________ Phone No. :1. Gender : Male: Female:2. Marital Status : Married: Unmarried:3. Occupation : a) Employee b) Professional c) Business d) Others4. Age group : a) Below 20 years b) 20-30 years c) 30-40 years d) 40-50 years e) Above 50 years5. Monthly Income : a) Less than 10,000 b) 10,000 – 15,000 c) 15,000 – 20,000 d) 25,000 & above6. Number of Family members: a) 1 – 2 b) 3 – 4 c) 5 – 6 d) 7 & aboveABOUT THE SOAP7. How often do you buy bath soaps?
  67. 67. a) Once in 15 days b) Once in a month c) Once in 2 months8. Which kind of soap do you generally use? a) Chemical b) Herbal/Ayurvedic c) Others (please Specify)9. Do you use Mysore Sandal Soap? a) Yes b) No If yes, please go to question no. 1310. If no, have you ever used Mysore Sandal Soap? a) Yes b) No 11. If yes, why do not prefer to use it on regular basis? __________________________________________________________________________ __________________________________________________________________________ 12. If no, are there any specific reason for not trying Mysore Sandal Soap? _________________________________________________________________________ _________________________________________________________________________13. How many people in your family are using Mysore Sandal Soap? a) 1 – 2 b) 3 – 4 c) 5 – 6 d) More than 614. State the reasons for using Mysore Sandal Soap? a) Quality b) Goodness of Sandal Oil c) Fragrance d) Brand Image e) Package15. What is your opinion regarding the price of Mysore Sandal Soap? a) Low b) Reasonable c) High d) Very High16. How do you rate the quality of Mysore Sandal Soap? a) Excellent b) Good c) Satisfactory d) Poor17. Who influenced you to purchase Mysore Sandal Soap? a) Friends/Family b) Shop keeper c) Advertising / publicity d) others (please specify)18. Where do you prefer to buy Mysore Sandal Soap?
  68. 68. a) Retailer b) Super market c) Factory outlet d) others (please specify)THANK YOU FOR YOUR VALUABLE TIME & CO-OPERATION

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