A PROJECT REPORT
IN SAMBALPUR TOWN
Submitted to, Prepared By:
Dr. T. K. Das Name- DiptiRanjan Panda
(Senior Lecturer) Roll No. 09
Dept. Of Business Administration IInd
P. G. DEPARTMENT OF BUSINESS ADMINISTRATION
This is to certify that DiptiRanjan Panda, Roll No.09, a student of
Business Administration (Session 2013-2015) has carried out her
project work (2nd Semester) entitled to estimate the market share
and consumer perception of Park Avenuein Indian Market with
special reference to Park Avenueunder the supervision of Dr. T.K.
Das (Senior Lecturer) of Business Administration. I further
certify that this project has been completed by Mr. DiptiRanjan
Panda for partial fulfillment of Master Degree in Business
Prof. T.K. Das
Dept. of Business Administration
I do hereby declare that the report entitled as “A PROJECT
REPORT OF CONSUMER PERCEPTION ON PARK AVENUE
IN SAMBALPUR TOWN” submitted to the Department of
Business Administration, Sambalpur University under the
esteemed guidance of Dr. T. K. Das (Senior Lecturer) is of
my own and is not published anywhere before. It’s
genuinely the true copy.
M. B. AIInd Semester
I am extremely thankful to Dr. A.K Das Mahapatra the present Head Of
Department of Department of Business Administration, Sambalpur
University, for giving her helping hand in completing my project. My
sincere thanks to my subject teacher Dr. T. K. Das without whose
guidance it would have not been possible on my part to complete Research
I am very thankful to my parents and friends who have helped me a lot in
collecting the necessary information. Their loving and caring words of
praise have really encouraged me.
M. B. A.
S.N. CONTENT PAGE NO.
1. Introduction to Park Avenue
Objectives of the study:
1. To find out the Uses of Park Avenue in different age groups and gender in
2. To know the present demand of Park Avenue Deodorant.
3. To know how often they purchase and use this product.
4. To analyze, how far the consumers are satisfied with the product of Park
5. To find out whether they are satisfied with the quality price being
maintained by the Company.
6. To find out what factors affect to choose this product.
7. From what sources they did come to know about the product.
8. Getting suggestion regarding improving the quality and packing rendered
by the Company.
Introduction To The Company
The Raymond Group OF Companies
The Raymond Group was incorporated in 1925 and within a span of few years
transformed from being an Indian textile major to a global conglomerate.
In Our endeavor to keep nurturing quality and leadership, we always choose the
path untaken from being the first in 1959 to introduce a polywool blend in India
to creating the world’s finest fabric the Super 250s made from superfine 11.4
Today, the Raymond group is vertically and horizontally integrated to provide
customers total textile solutions. Few companies globally have such a diverse
product range of nearly 20,000 varities suiting to cater to customers across age,
groups, occasions and styles.
After making a mark in textiles, Raymond forayed into garmenting through highly
successful ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd.,
Celebration Apparel Ltd.
Raymond Group Companies
Raymond Ltd. Is among the largest integrated manufactures of worsted fabrics in
Raymond Apparel Ltd.
Raymond Apparel Ltd. Has in its folio some of the most highly regarded apparel
brands in India-Raymond Premium Apparel, Park Avenue, Parx and Notting Hill.
ColorPlus Fashion Ltd.
Colorplus is among the largest smart casual brands in the premium category. The
company was acquired by Raymond o the growing demand for a high end, casual
wear brand in the country for men and Women.
EverBlue Apparel Ltd.
A state of the art denim garmenting facility.
Celebration Apparel Ltd.
A facility set-up for the manufacture of formal shirts.
Raymond Zambaiti Ltd.
A greenfield facility manufacturing high value cotton shirting.
J.K. Helene Curtis Ltd.
A leading player in the grooming, accessories and toiletries category.
J.K. Investo Trade (India) Ltd.
JKIT is an investment company registered with RBI as Non-Banking Financial
J.K Files (India) Ltd.
A leading player in the Engineering and Tools segment and the largest producer of
steel files in the world.
Ring Plus Aqua Ltd.
A leading manufacturer in the engineering automotive components.
Trinity India Ltd.
A leading supplier of components and sub assemblies for the automotive global
Raymond UCO Denim Pvt. Ltd.
The manufactures and marketers of denim febrics.
J.K. Ansell Ltd.
The manufactures and marketers of KamaSutra Condoms and surgical gloves.
J.K Talabot Ltd.
Joint venture with MOB Outiillage SA, manufacturing files and rasps for
J.K. Helene Crutis Ltd.
Established in 1964, J.K. Helene Curtis Limited is a part of the Raymond Group in
India. With an experience of over 40 years in the Personal Grooming and Toiletries
Industry, our strength lies in our ability to build World class quality brands.
Our varied portfolio of brands namely, Park Avenue, Premium, Monarch and Tru
Tone span across the Personal Grooming and Home Care categories.
In the past few years we have witnessed a significant volume and value growth in
the market place.
We at J.K. Helene Curtis Limited believe that every member is entitled to
experience products of the highest quality standards at extremely affordable prices.
This commitment to ensuring Consumer Delight has prompted us to explore in the
near future more traditionally markets and categories that directly impact the lives
Our dedication to lowering the entry barrier into QUALITY AND LIFE STYLE
PRODUCTS making them more affordable while maintaining highest quality
standards is further re3inforced through our new Brand Launches.
“We as a family aim to provide CONSUMER SURPLUS within ARM‟S
LENGTH OF DESIRE”.
“We aim to be a team of Passionate Leaders with Winning Mindsets, to create
Consumer Surplus and Delight through continuous Innovation in order to deliver
Physically Beautiful and Emotionally Compelling „Personal and Home Care
Products‟ which are BEST IN CLASS”
A deodorant is a substance applied to the body to prevent body odor caused by the
bacterial breakdown of perspiration in armpits, feet, and other areas of the body. A
subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by
affecting sweat glands. Antiperspirants are typically applied to the underarms,
while deodorants may also be used on feet and other areas in the form of body
sprays. In the United States, the Food and Drug Administration classifies and
regulates most deodorants as cosmetics, but classifies antiperspirants as over-the-
The first commercial deodorant, Mum, was introduced and patented in the late
nineteenth century by an inventor in Philadelphia, Pennsylvania, whose name has
been lost to history. The product was briefly withdrawn from the market in the
U.S., but is currently available at U.S. retailers under the brand Ban. The modern
formulation of the antiperspirant was patented by Jules Montenier on January 28,
1941. This formulation was first found in "Stopette" deodorant spray, which Time
Magazine called "the best-selling deodorant of the early 1950s". Stopette was later
eclipsed by many other brands as the 1941 patent expired.
A small percentage of people are allergic to aluminum and may experience contact
dermatitis when exposed to deodorants containing aluminium. A 2008 study stated
that no scientific evidence supports the hypothesis that deodorants and/or
antiperspirants increase the incidence of breast cancer.
Human perspiration is largely odorless until it is fermented by bacteria that thrive
in hot, humid environments. The human underarm is among the most consistently
warm areas on the surface of the human body, and sweat glands provide moisture,
which when excreted, has a vital cooling effect. When adult armpits are washed
with alkaline pH soap, the skin loses its acid mantle (pH 4.5 - 6), raising the skin
pH and disrupting the skin barrier. As many bacteria thrive in this elevated pH
environment, this makes the skin susceptible to bacterial colonization. The bacteria
feed on the sweat from the apocrine glands and on dead skin and hair cells,
releasingtrans-3-Methyl-2-hexenoic acid in their waste, which is the primary cause
of body odor. Underarm hair wicks the moisture away from the skin and aids in
keeping the skin dry enough to prevent or diminish bacterial colonization. The hair
is less susceptible to bacterial growth and therefore is ideal for preventing the
Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug
Administration (FDA) and are designed to eliminate odor. Deodorants are
usually alcohol-based. Alcohol initially stimulates sweating, but may also
temporarily kill bacteria. Deodorants can be formulated with other, more
persistent antimicrobials such as triclosan, or with metal chelant compounds that
slow bacterial growth. Deodorants may contain perfumefragrances or
natural essential oils intended to mask the odor of perspiration.
Deodorants combined with antiperspirant agents are classified as drugs by the
FDA. Antiperspirants attempt to stop or significantly reduce perspiration and thus
reduce the moist climate in which bacteria thrive. Aluminium
chloride, aluminiumchlorohydrate, and aluminium-zirconium compounds, most
notably aluminium zirconium tetrachlorohydrexgly and aluminium zirconium
trichlorohydrexgly, are frequently used in antiperspirants.
Aluminiumchlorohydrate and aluminium zirconium tetrachlorohydrategly are the
most frequent active ingredients in commercial antiperspirants. Aluminium-based
complexes react with the electrolytes in the sweat to form a gel plug in the duct of
the sweat gland. The plugs prevent the gland from excreting liquid and are
removed over time by the natural sloughing of the skin. The metal salts work in
another way to prevent sweat from reaching the surface of the skin: the aluminium
salts interact with the keratin fibrils in the sweat ducts and form a physical plug
that prevents sweat from reaching the skin‟s surface. Aluminium salts also have a
slight astringent effect on the pores; causing them to contract, further preventing
sweat from reaching the surface of the skin. The blockage of a large number of
sweat glands reduces the amount of sweat produced in the underarms, though this
may vary from person to person.
Over-the-counter products labeled as "natural deodorant crystal" containing the
chemical potassium alum have gained new-found popularity as an alternative
health product, in spite of concerns about their contact dermatitis. A popular
alternative to modern commercial deodorants is ammonium alum, which is a
common type of alum sold in crystal form and often referred to as a deodorant
crystal. It has been used as a deodorant throughout history in Thailand, the Far
East, Mexico and other countries.
Deodorants and antiperspirants come in many forms. What is commonly used
varies in different countries. In Europe, aerosol sprays are popular, as are cream
and roll-on forms.
In the 9th century, Ziryab introduced under-arm deodorants in Al-Andalus. In
1888, the first commercial deodorant, Mum, was developed and patented by a
U.S. inventor in Philadelphia, Pennsylvania, whose name has been lost to
history. The small company was bought by Bristol-Myers in 1931 and in the late
1940s, marketing executive Edward Gelsthorpe decided to develop an applicator
based on the newly invented ball-point pen. In 1952, the company began marketing
the product under the name Ban Roll-On. The product was briefly withdrawn from
the market in the U.S. It is once again available at retailers in the U.S. under the
brand Ban. In the UK it is sold under the names Mum Solid and Mum Pump
Spray. Chattem acquired Ban deodorant brand in 1998 and subsequently sold it
to Kao Corporation in 2000.
In 1903, the first commercial antiperspirant was Everdry. The modern formulation
of the antiperspirant was patented by Jules Montenier on January 28, 1941. This
patent addressed the problem of the excessive acidity of aluminium chloride and its
excessive irritation of the skin, by combining it with a soluble nitrile or a similar
compound. This formulation was first found in "Stopette" deodorant spray,
which Time Magazine called "the best-selling deodorant of the early
1950s". "Stopette" gained its prominence as the first and long-time sponsor of the
game show What's My Line?, and was later eclipsed by many other brands as the
1941 patent expired.
In the early 1960s, the first aerosol antiperspirant in the marketplace
was Gillette's Right Guard, whose brand was later sold to Henkel in 2006. Aerosols
were popular because they let the user dispense a spray without coming in contact
with the underarm area. By the late 1960s, half of all the antiperspirants sold in the
U.S. were aerosols, and continued to grow in all sales to 82% by the early
1970s. However, in the late 1970s two problems arose which greatly changed the
popularity of these products. First, in 1977 the Food and Drug
Administration (FDA) banned the active ingredient used in aerosols, aluminium
zirconium chemicals, due to safety concerns over long term inhalation. Second,
the Environmental Protection Agency (EPA) limited the use
of chlorofluorocarbon (CFC) propellants used in aerosols due to awareness that
these gases can contribute to depleting the ozone layer. As the popularity of
aerosols slowly decreased, stick antiperspirants became more and more
popular. Today, sticks are the most popular type of antiperspirant.
The health effects of antiperspirants are a matter of dispute regarding their extent.
A small percentage of people are allergic to aluminum and may experience contact
dermatitis when exposed to aluminum-containing deodorants. After using a
deodorant containing zirconium, the skin may develop an allergic,
axillary granuloma response. Antiperspirants with propylene glycol, when applied
to the axillae, can cause irritation and may promote sensitization to other
ingredients in the antiperspirant. Deodorant crystals containing synthetically
made potassium alum were found to be a weak irritant to the skin. Alcohol-free
deodorant is available for those with sensitive skin. Aluminum is one of the few
abundant elements that appears to have no beneficial function to living cells (non-
essential metal). Frequent use of deodorants was associated with blood
concentrations of the synthetic musk galaxolide.
Aluminum is present most often in antiperspirants in form of aluminum
chlorohydrate. In addition, aluminum chlorohydrate is not the same as the
compound aluminum chloride, which has been established as aneurotoxin. At high
doses, aluminum itself adversely affects the blood–brain barrier, is capable of
causing DNA damage, and has adverse epigenetic effects. High doses of aluminum
have detrimental effects to a number of species such as non-
human primates, mice, rabbits, and dogs.
A preliminary study (2001) showed that the use of aluminum chlorohydrate, the
active ingredient in many antiperspirants, does not lead to a significant (vs.
ingestion via diet) increase in aluminum levels in the body with one-time
use. The Food and Drug Administration "acknowledges that small amounts of
aluminium can be absorbed from the gastrointestinal tract and through the skin."
A 2002 study stated "the rumor that antiperspirant use causes breast cancer
continues to circulate the Internet. Although unfounded, there have been no
published epidemiologic studies to support or refute this claim." The American
Cancer Society (ACS) and the National Cancer Institute (NCI) were very much
concerned about the e-mails rumors directly linking antiperspirants to cancer that
both put out information on the Internetstating there was no evidence linking the
cosmetic products with cancer. According to the ACS "studies have not shown any
direct link between parabens and any health problems, including breast cancer.
What has been found is that there are many other compounds in the environment
that also mimic naturally produced estrogen. According to researchers at the NCI,
they "are not aware of any conclusive evidence linking the use of underarm
antiperspirants or deodorants and the subsequent development of breast cancer.
Absence of evidence is not evidence of absence of a harmful effect" and "these
chemicals are being directly applied daily, by very large numbers of people, and
the long-term health effects of exposure are essentially unknown," toxicologist
Philip W. Harvey tells WebMD in an interview. But ACS epidemiologist Michael
Thun argued that "even if the parabens do promote estrogen-dependent tumor
growth, the risk from cosmetic use is "minuscule" compared with other known
tumor promoters." The cosmetics industry insists the paraben chemicals used as
preservatives in underarm deodorants and other cosmetics, which are regulatory
approved, are safe.
A 2003 study found a correlation between earlier diagnosis of breast cancer and
antiperspirant/deodorant use. A 2003 study indicated "underarm shaving with
antiperspirant/deodorant use may play a role in breast cancer." A 2004 study
reviewing the evidence for and against the possible link between breast cancer and
underarm cosmetics wrote "Although animal and laboratory studies suggest a
possible link between certain chemicals used in underarm cosmetics and breast
cancer development, there is no reliable evidence that underarm cosmetics use
increases breast cancer risk in humans."
2004 and 2005 studies led by researcher PhilippaDarbre, hypothesizes that
particular substances in deodorants, such as preservatives called parabens, or bolts
such as aluminum chloride used in antiperspirants, get into thebloodstream or
accumulate in breast tissue, where they enhance or emulate the effects of estrogen,
which stimulates the growth of cancerous breast cells. A 2007 study found that
personal care products are a potential contributor to the body burden of aluminum
and newer evidence has linked breast cancer with aluminum-based
antiperspirants. A 2008 study stated that no scientific evidence supports the
hypothesis that deodorants and/or antiperspirants increase the incidence of breast
cancer. A study published in 2009 by the journal The Breast Cancer Research
proposed a link between breast cancer and the application of cosmetic chemicals
including phthalates and aluminum salts in the underarm region, because of their
oestrogenic and/or genotoxic properties, which provides an evidence-based
hypothesis capable of further research.
Advantages of deodorant
It stops the formation of the bacteria that cause body odor.
Deodrants generally contain contain alcohol and some contain anti
microbialingrediants. This helps to reduce bacteria.
They are the best to keep you always from sweating.
Aluminum present in most of the deodrants reacts with sweat to form a plug
in the sweat glands. These plugs decrease wetness, and therefore, decrease
the chance for the bacteria to grow.
Using deodrants that contain aluminum may contribute to breast cancer
development. If aluminum based compounds are applied frequently to skin
near the breast, it may be absorbed into the skin and cause changes in
They may cause irritation, rashes and allergic reactions.
Some deodrants may stain clothes.
Park Avenue now PARK AVENUE, one of the biggest brands in the world of
Apparels, Cosmetics & Toiletries is one of the ventures of the J.K.
Helene Curtis Limited. Till date it has been generally successful with all the
products and ranges offered. All this is the contribution of its strong brand
equity & a strong PR it has built over a period of time about its products and has
been leveraging that time and again. But the recently launched I.Q. in the
Deodorant segment is not that successful, all this is the contribution of neglect of
the product by J.K. Empire.
PRODUCTS FROM PARK AVENUE
Sl No Product Name Quantity Price (Rs.)
1 Beer Shampoo 200 ml 160
2 After Shave
50 ml 135
3 Silver Face Wash Dry 50 ml 67
Oily 50 ml 67
Normal 50ml 67
4 Room Freshener Jasmine 95
5 Soap For Men Double Deo 125 g 40
Good Morning 125 g 40
Normal 125 g 40
Cool Blue 125 g 40
6 After Shave Normal 50 ml 105
Mercury 50 ml 105
Ace 50 ml 105
7 Hair Styling Gel Chrome Styling
100 g 95
Neon Styling gel 100 g 95
100 g 95
8 Men Talc Double Deo 300 g 100
Classic Talc 300 g 100
9 Perfume Spary Entice 50 g 126
Elevate 50 g 126
10 Body Deodrants
Classic Range ALPHA 150 ml 180
BELIEVE 150 ml 180
DELVE 150 ml 180
150 ml 180
TERRA 150 ml 180
IMAGINE 150 ml 180
TRANQUIL 150 ml 180
COOL BLUE 150 ml 180
STROM 150 ml 180
Signature Range Jazz 150 ml 216
ZING 150 ml 210
VOYAGE 150 216
Alter Ego 150 ml 225
1. Storm (Tagline: energetic, suave, cool, the star‟s fragrance)
2. Horizon (Tagline: airy, oceanic, profound, the traveler‟s fragrance)
3. Alpha (Tagline: precise, strong, ahead, the director‟s fragrance)
4. Cool Blue (Tagline: calm, smooth, breezy, the temperate fragrance)
5. Tranquil (Tagline: serene, august, relaxed, the sailor‟s fragrance)
6. Cruise (Tagline: fresh, wavy, soothing, the explorer‟s fragrance)
7. Good Morning (Tagline: rejuvenating, prim, composed, the enigmatic
8. I.Q. (Tagline: vibrant, winsome, fast, the torchbearer‟s fragrance)
1. Product: Hail to Freshness Deodorant section of PARK AVENUE (PA) range.
Although new but has the potential to get to the top of mind and heart of the
2. Price: 172.00 INR for 93ml/100g bottle
3. Place: Available at all „The Raymond Shop‟ across India. Except I.Q. all other
deodorants of PARK AVENUE brand could be purchased from established
retailers viz. BIG BAZAAR (PANTALOONS RETAIL INDIA LIMITED).
4. Promotion: Till date no promotion has been done from the side of manufacturer
(J.K. Helene Curtis Limited) for its new product. This time no PR activity has been
done while launching the product (I.Q.) which is resulting into this product losing
out to others.
Park Avenue Good Morning
Mornings will feel fresh and good after you use this deodorant from Park Avenue's
Classic Range. 'Good Morning' is the name of this deodorant, which promises to
lend a cool and jolly start to each day of yours. This enigmatic body spray comes
with an excellent blend of spicy and sensual accords that are revivifying in nature.
A few sprays of this deodorant right after the bath will keep you fresh throughout
the day and keep away body odour. Get this deodorant spray from Park Avenue
and start every day on a fresh note.
Park Avenue was originally known as Fourth Avenue and carried the tracks of
the New York and Harlem Railroad starting in the 1830s. The railroad originally
built an open cut through Murray Hill, which was covered with grates and grass
between 34th and 40th Street in the early 1850s. A section of this "park" was
renamed Park Avenue in 1860. In 1867, the name applied all the way to 42nd
Street. When Grand Central Depot was opened in the 1870s, the railroad tracks
between 56th and 96th Streets were sunk out of sight, and, in 1888, Park Avenue
was extended to the Harlem River.
In 1936 the elevated Park Avenue Viaduct was built around the station to allow
automobile traffic to pass unimpeded. In October 1937, a part of the Murray Hill
Tunnel was reopened for road traffic. Efforts to promote a Grand Park Avenue
Expressway to Grand Concourse in the Bronx were unavailing.
On May 5, 1959, the New York City Council voted 20–1 to change the name of
Fourth Avenue between 17th and 32nd Streets to Park Avenue South. In 1963,
the Pan Am Building was built straddling Park Avenue atop Grand Central
Terminal, between the automotive viaducts.
Park Avenue Good Morning Deodorant Specifications
BRAND Park Avenue
QUANTITY 150 ml
USES Provides long hours of freshness and defense against body odour
TYPE Deodorant Spray
Sources of Data Collection:
The data pertaining to the present study has been collected from the
primary sources only with a view to analyze their satisfaction level regarding the
quality of the product, its price and the services provided by the company to get
the consumers valuable suggestions to improve there on.
The primary data has been collected by conducting a survey with the help
of structured questionnaires. The information collected is first and original in
3. Income Group
a. Below 1 lac
b. 1 lac to 3 lac
c. 3 lac to 5 lac
d. 5 lac to 7 lac
e. Above 7 lac
4. Age group.
a. Below 18,
b. Above 30
6. Are you using any product of Park Avenue?
7. Are you using Deodorant/Perfume?
8. You prefer to use
9. If yes, which brand are you using?
a) Park Avenue
c) set wet
10. If no, is there any reason? Specify______________________
11. What is the most important thing you chose to purchase a particular product?
b. Brand Image
c. Efficiency in sweat protection
d. convenient packing
e. skin care
12. Have you ever used/purchased the deodorant of Park Avenue?
13. If Yes, Which One?
d. Good Morning
h. Cool Blue
m. Alter Ego
14. Have you ever suggest the product to your friend/relatives
b. b. No
15. If no, what is main reason behind purchase other product?
a. Better quality
b. b. price
c. c. Sweat protection
d. d. Others
16. How do you come across the product?
c. Friends & relatives
17. How many times you use the product?
a. Once daily
b. Twice daily
c. more than twice
18. How often you purchase the product?
a. Once a month
b. Once in 2 months
c. Once in 3 months
d. Some times
19. Do you regularly purchase the product?
20. Do you think this product is environment friendly?
21. Have you ever recommended this product to your friends?
b. b. No
22. Do you want any change in the product?
23. How do you rate this product?
24. What do you suggest about the product?