Axe final
Upcoming SlideShare
Loading in...5
×
 

Axe final

on

  • 6,752 views

market research on Axe deodorant

market research on Axe deodorant

Statistics

Views

Total Views
6,752
Views on SlideShare
6,741
Embed Views
11

Actions

Likes
1
Downloads
286
Comments
0

2 Embeds 11

http://www.slideshare.net 10
https://tasks.crowdflower.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Axe final Axe final Presentation Transcript

  • AXE body spray- Explore ways to retain the experimental buyers group.  What should be the frequency of the launch of new fragrances?
  •  Analyze the consumer buying behavior for the product deodorant and brand AXE in specific.  Identify the composition of buyers and suggest the ways to increase the repetitive consumer group.  Discover consumption pattern of the deodorant consumer.  Understand consumer lifestyle.  Expectations and feedback of AXE deo spray consumer.  Comparison of the perceptions of consumers about AXE deo spray and other existing brands.
  • Sub Market Research Hypothesis Quest no. problem Objectives relevant 1. What To analyze the consumer 1. The age group of 20-30 is 3 influences buying behavior for the highest consumer of AXE the product deodorant and deo spray. consumer to brand AXE in specific. 2. Axe deo spray ad is most 10 buy the appealing ad. product? 3. The youth believe the 11, 17,18,19 choice of their deo brands affects their personality. 4. A person shows medium 14, 15,13,A3 level of involvement in purchase 5. Executives/Professionals 16 don’t use AXE deodorant View slide
  • Sub problem Market Hypothesis Quest no. Research relevant Objectives 2. What is the To discover 1. A person has a 7,12 frequency of purchase consumption pattern of collection of more than of deo? the deodorant one variety of deo spray. consumer. 2. A person uses one or 26 27 two units of deo spray of 150ml per month. 3. The expenditure on deo 6, 25 spray has greater share than other personal care products 4. Consumer sprays deo 22, more than once in a day. View slide
  • Sub Market Hypothesis Quest problem Research no. Objectives relevant 3. How does To understand 1. Expenditure on deo spray is 4, 5 consumer consumer lifestyle. related to income/pocket money. lifestyle affect the 2. A deo spray user spends 25,27 purchase and use Rs.150 to Rs.300 per unit on deo. of deo? 3. The age and occupation 2, 3 determines the spending capability of consumer. 4. Each youth has experimented 8, 26 with more than 3 brands 5. The youth moves with trend 20,21, 24 and axe deo spray is a trend.
  • Sub problem Market Hypothesis Quest no. Research relevant Objectives 4. What is the To know the Axe deo has a strong fragrance. A7 satisfaction level of expectations and AXE deo user about feedback of The packaging is attractive and A7 the brand? AXE deo spray easy to use. consumer. It prevents body odor A7 The effect of deo lasts for a day. A7 The axe deo has a good A7 quality(no side effects/ allergic)
  • Sub Market Hypothesis Quest no. problem Research relevant Objectives 5. how better is To compare the 1. youth prefer deo with strong 28 the image of AXE perceptions of fragrance. deo in comparison consumers about 2. people have tried more than A1, A2, A6 with other deo in AXE deo spray two varieties of Axe brand the minds of and other existing consumers? brands. 3.people want to experiment new A5, A10 varieties 4.Axe deo makes the person A8 stylish and hence confident. 5.AXE offers value for money A4, A6, A9 i.e., quality and quantity is satisfactory
  • Test of Reliability of Data Reliability Statistics  L4: Guttman split-half reliability. Lambda 1 .614  The L4 is again 2 .707 somewhat 3 .691 acceptable. 4  Result of reliability .549 test: SOMEWHAT 5 .691 ACCEPTABLE. 6 .731 N of Items 9
  • Sample Size calculation  Confidence level considered is 95%.  The calculations are done by classifying the respondents as follows:  Age group: = 3.84 2 = 0.1882 = 0.4339  Sampling error = (z * ) / n = 0.1227 -- f5.1  Number of deo purchased per month = 1.32 = 0.5869 Sampling error = 0.1660  Number of times the deo sprayed = 0.7900 Sampling error = 0.223  Purchase period = 0.8218 Sampling error = 0.2348 Note: = Mean, = Standard Deviation In all the 4 cases we see that the sampling error is lesser. Hence the sample size considered is acceptable. Result: Sample size = 50 (acceptable)
  • Age * DEOusers Cross-tabs  The cross tabulation shows that 84% (42 DEO users out of 50 Other AXE users users Total respondents) of the Age 15-20 7 0 7 users of AXE deodorant are in the 20-25 16 20 36 age group of 20-30 25-30 0 6 6 years 30-35 0 1 1 Total 23 27 50
  • Fav ad Valid Cumulative Frequency Percent Percent Percent Valid Axe 34 68.0 68.0 68.0 Setwet 6 12.0 12.0 80.0 Wild Stone 6 12.0 12.0 92.0 Cinthol 2 4.0 4.0 96.0 Nivea 1 2.0 2.0 98.0 denim 1 2.0 2.0 100.0 Total 50 100.0 100.0
  • Descriptive Statistics  A person uses one unit of deo per Std. month. And sprays Mean Deviation N almost twice a day. deo It means a deo unit purchased per month 1.34 .593 50 can be used for about60 sprays. number of times deo sprayed per 1.80 .782 50 day
  • KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .703 Bartlett's Test of Sphericity Approx. Chi-Square 55.678 Df 15 Sig. .000  KMO is higher than 0.6. therefore factor analysis can be conducted.
  • Correlation Matrixa axe axe makes axe makes me axe makes me axe user confidence me attractive handsome feel cool axe trend axe user 1.000 .089 -.013 .107 -.124 -.013 axe confidence .089 1.000 .342 .221 .271 .342 axe makes me attractive -.013 .342 1.000 .447 .402 .455 axe makes me handsome .107 .221 .447 1.000 .429 .285 axe makes me feel cool -.124 .271 .402 .429 1.000 .588 axe trend -.013 .342 .455 .285 .588 1.000 Determinant = .283
  • Axe is Number I am I like Axe has Axe has long of Axe Expen Occu It is worth satisfied paying for with axe axe good reasonabl Axe is lasti varieties se on Axe patio axe deo brand flavor package e price safe ng tried deo user n It is worth paying for axe deo 1.000 .772 .355 .829 .810 .824 .767 .533 -.184 .178 -.237 I am satisfied with axe brand .772 1.000 .249 .792 .821 .836 .810 .669 -.096 .084 -.130 I like axe flavor .355 .249 1.000 .249 .234 .205 .280 .117 -.081 .102 .083 Axe has good package .829 .792 .249 1.000 .902 .824 .881 .687 -.078 .164 -.132 Axe has reasonable price .810 .821 .234 .902 1.000 .807 .892 .723 -.003 .135 -.180 Axe is safe .824 .836 .205 .824 .807 1.000 .711 .518 -.142 .184 -.258 Axe is long lasting 1.00 .767 .810 .280 .881 .892 .711 .691 .076 .170 -.121 0 Number of Axe - varieties tried .533 .669 .117 .687 .723 .518 .691 1.000 .023 .034 .031 Expense on deo -.184 -.096 -.081 -.078 -.003 -.142 .076 .023 1.000 .363 -.030 Axe user 1.00 .178 .084 .102 .164 .135 .184 .170 -.031 .363 -.287 0 Occupation - - -.237 -.130 .083 -.132 -.180 -.258 .034 -.030 1.000 .121 .287
  • Analysis Case Processing Summary Unweighted Cases N Percent Valid 46 32.9 Excluded Missing or out-of-range group codes 4 2.9 At least one missing discriminating variable 0 .0 Both missing or out-of-range group codes and at least one missing discriminating variable 90 64.3 Total 94 67.1 Total 140 100.0
  • Non- parametric method Group Age Axe Samples  Dof = 3 – 1 = 2 group users (ni)  X2 0.05 = 5.991 (Ri)  H = [ 12 / n ( n + 1 ) ][(R12 / n1) + (R22 / A 15- 6 6 20 n2) + (R32 / n3)] – B 20- 11 24 3(n+ 1) 25  = -105 < 5.991 C 25- 3 4 30  Therefore hypothesis n = 34 is true.
  • What influences the consumer to buy the product?  84% of axe deo users belong to 20-30 age group. Hence this group forms the target segment.  The brand image is appealing to 68% of deo users.  64% of youth believe that choice of brand defines their personality.  People rely on opinion of friends than advertisement for purchase. Conclusion: Age, brand image, friends are the major influencing factors for purchase of product. What is the frequency of purchase of deo?  A person uses one unit of 150ml of deo spray per month.  Deo is sprayed twice a day.  Deo is preferred to perfume for parties also.  56% of personal care product amount is spent on deo.
  • How does consumer lifestyle affect the purchase and use of deo?  Expenditure on deo increases with pocket money/income.  A person spends Rs. 206 on deo every month.  The age and occupation determine the spending.  Youth feels usage of axe deo is moving with trend. What is the satisfaction level of AXE deo user about the brand?  The package and quality are major features satisfied. Overall, the satisfaction level of Axe deo as a product is high.  How better is the image of AXE deo in comparison with other deo in the minds of consumers?  The usage of Axe deo makes people feel confident.  The people want to experiment with new varieties.
  •  Branding is important along with the other major attributes like price, attractive packaging and long lasting deodorant. These are the 3 major attributes AXE must focus on to satisfy the Deodorant users.  AXE must come out with fragrances specifically for the professionals who can spray it on formal occasions. And also they must launch fragrances specific to the climatic seasons like in summer (cool).  Price is critical factor while purchasing the deodorant. Customers are comfortable with the current pricing strategy; AXE must not increase its price unless it does not come out with fragrances which are unique only to AXE.  AXE-Dark Temptation is the most popular variant of AXE so AXE must see to it that it promotes popular variants to retain customers.
  •  http:// www.indiastat.com  http://bcs.wiley.com/he- bcs/Books?action=index&itemId=0470317256&bcsId=5371  http://www.reviewstream.com  http://www.blonnet.com/life/2004/08/27/stories/20040827001 20300.htm  http:// www.ibef.org  http://www.npd-solutions.com/va.html  http://ideas.repec.org/p/wpa/wuwpmi/0510002.html  http://www.hul.com/  http://www.ats.ucla.edu/stat/spss/whatstat/whatstat.htm  http://faculty.chass.ncsu.edu/garson/PA765/discrim3.htm  Marketing Research by David A Aaker