Consumer needs assessment of Aircare Products

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Consumer Needs Assessment Study conducted as a part of my summer internship with TTK Healthcare,Chennai

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Consumer needs assessment of Aircare Products

  1. 1. CONSUMER NEEDS ASSESSMENT OF AIR FRESHENER AND ROOM FRESHNER SEGMENT OF PRODUCTS. Summer Project Submitted by MURALI KRISHNAN For the award of the POST GRADUATE DIPLOMA IN MANAGEMENT LOYOLA INSTITUTE OF BUSINESS ADMINISTRATION LOYOLA COLLEGE,CHENNAI
  2. 2. ii Quotation “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals” - David Ogilvy
  3. 3. iii BONAFIDE CERTIFICATE This is to certify that the Summer Project titled CONSUMER NEEDS ASSESSMENT OF AIR FRESHENER AND ROOM FRESHENER SEGMENT OF PRODUCTS submitted by Murali Krishnan to LIBA, LOYOLA COLLEGE,CHENNAI for the award of the diploma of Post Graduate Diploma in Business Management is a bonafide record of project carried out by him under my guidance and supervision. The contents of this report in full or in parts have not been submitted to any other Institute or University for the award of any degree or diploma. The project work has been carried out at TTK Healthcare Private Limited. Chennai – 600 034 Date: Research Guide Dr.Indira Research Coordinator* Ms.Gayathri * External Guide at the organization
  4. 4. iv ACKNOWLEDGEMENT The success of my Summer Internship at TTK Healthcare Limited depends on the effort and support of various groups and individuals who have been constant source of encouragement and guidance throughout my project. I take this opportunity to express my gratitude to all those who have been instrumental in the development and completion of my project. I thank Dr.Indira who was also my project guide, for having been there for me whenever I needed her help and support. She guided me with her valuable insights on every step of the project. From the family of TTK Healthcare Limited, I thank Mr.G.Sreenivaasan, President – Consumer Products Division, for providing me with this wonderful opportunity and trusting me to give my very best. I would also like to thank Ms.Gayathri, Brand Manager – Eva, for being my guide and a friend throughout the project. I also thank the other members of the Consumer Products Division, the Sales Team, the Human Resource Department, the Finance Department and the IT Department for providing me all the help whenever needed. Lastly, I would thank my friends and family whose constant belief strengthened me in times of weakness. Thank you all for being my guiding stars through this wonderful journey. Murali Krishnan
  5. 5. v EXECUTIVE SUMMARY KEYWORDS : Needs assessment; Air Freshener Blocks; Room Freshener Sprays; Buying behavior; Pattern of Usage;Factor Analysis Aircare Industry in the country is estimated to be Rs. 200 crore business with many multinational FMCG giants offering Air care products.Aircare industry is a highly competitive one with 4 major players in the market offering products right from Car Air Fresheners to Automatic sprays, which provide periodic bursts of fragrances.In order to sustain and compete with these major players a new entrant has to identify the needs and benefits as expected by the end consumers.As Aircare industry is a highly innovation oriented one, the new entrant needs to constantly modify and provide new products. This requires a detailed inquiry into the buying patterns,consumer behavior and pattern of usage of such products.With a growth rate of 30 % , the Aircare industry is poised to become a Rs.1000 crore industry by the turn of 2020 and TTK Healthcare intends to be a major player by constantly innovating and offering new products. The Main objective of the project is to identify the needs and benefits of using an Air Freshener Block and a Room Freshener Spray.The project also involved in identifying the buying behavior and patterns of the end consumers of Freshener products. With the help of my Research Coordinator ,Ms.Gayathri and aided by the insights derived from conducting a pilot survey,I was able to design a questionnaire that would help in 1) Identifying the Consumers’ needs & benefits 2) Identifying the Consumers’ buying behavior 3) Awareness of Good Home brand of fresheners 4) Identifying the Consumers’ Pattern of usage of Air freshener products 5) Identifying Consumers’ Purchase pattern
  6. 6. vi The Questionnaire-based survey was undertaken in three cities viz. Chennai,Nagpur and Delhi and the result of the survey identified how consumers perceive Air Freshener Blocks and Room Freshener Sprays differently and how the needs expected from these two products varied drastically.The result also gave new insights into the buying behavior and pattern of usage of both Air Freshener Blocks and Room Freshener Sprays.
  7. 7. vii TABLE OF CONTENTS Page. No BONAFIDE CERTIFICATE iii ACKNOWLEDGEMENT iv EXECUTIVE SUMMARY v LIST OF TABLES x LIST OF FIGURES xii GLOSSARY xiii ABBREVIATIONS xiv CHAPTER 1 15 TTK HEALTHCARE PVT. LTD 15 1.1 TTK 15 1.1.1 Key Group Companies 15 1.2 TTK Healthcare Limited 15 1.3 Consumer Products Division 16 1.4 Social Initiatives 17 CHAPTER 2 18 LITERATURE REVIEW 18 2.1 Consumer Needs Assessment 18 2.2 Consumer Behavior 19 CHAPTER 3 21 CONSUMER NEEDS ASSESSMENT OF FRESHENERS 21 3.1 Objective of the Study 21 3.2 Scope of the Study 21 3.3 Pilot Survey 22
  8. 8. viii 3.4 Sampling Technique 22 3.5 Statistical Techniques Used 24 3.5.1 Frequency Distribution 24 3.5.2 Descriptive Statistics 24 3.5.3 Factor Analysis 24 3.6 Cleaning and Editing of Data 25 CHAPTER 4 26 DATA ANALYSIS AND INTERPRETATION 26 4.1 Data Analysis 26 4.2 Frequency Distribution 26 4.2.1 Air Freshener Cakes 26 4.2.2 Dual Usage of AFR and RFR 36 4.2.3 Room Freshener Sprays 36 4.3 Factor Analysis 44 4.3.1 Factor Analysis for Air Freshener Cakes 45 4.3.2 Factor Analysis for Room Freshener Spray 48 CHAPTER 5 51 RESEARCH FINDINGS 51
  9. 9. ix CHAPTER 6 53 RECOMMENDATIONS AND CONCLUSION 53 APPENDICES APPENDIX A Consumer Needs Assessment Questionnaire - People Buying Only Cakes 54 APPENDIX B Consumer Needs Assessment Questionnaire - People Buying only Sprays 61 APPENDIX C Consumer Needs Assessment Questionnaire - People Buying both Cakes and Sprays 68 BIBLIOGRAPHY 79 REFERENCES 80 CURRICULUM VITAE 81
  10. 10. x LIST OF TABLES Table No. Description Page No. 3.1 Response Rate 23 3.2 Areas covered in the Survey 23 4.1 Responses for the reasons for buying an Air Freshener Cake 27 4.2 Responses for the brand awareness of Air Freshener Cakes 28 4.3 Responses for the expected longevity of Air Freshener Cakes 29 4.4 Responses for the actual longevity of Air Freshener Cakes 30 4.5 Responses for how the Air Freshener Cakes are cut open 31 4.6 Responses for the frequency of purchase of Air Freshener Cakes 32 4.7 Responses for the place of purchase of Air Freshener Cakes 33 4.8 Responses for the packaging sizes of Air Freshener Cakes being bought 34 4.9 Responses for the Combi Packs Usage Pattern 35 4.10 Responses for the reasons for not buying Sprays 36 4.11 Responses for the reasons for buying a Room Freshener Spray 37 4.12 Responses for the brand awareness of Room Freshener Sprays 38 4.13 Responses for the time of usage of Room Freshener Sprays 39 4.14 Responses for the place of usage of Room Freshener Sprays 40 4.15 Responses for the actual longevity of Room Freshener Sprays 41
  11. 11. xi 4.16 Responses for the frequency of purchase of Room Freshener Sprays 42 4.17 Responses for the place of purchase of Room Freshener Sprays 43 4.18 Responses for the reasons for not buying Air Freshener Cakes 44 4.19 Total Variance Explained 45 4.20 Rotated Component Matrix for Air Freshener Cakes 46 4.21 Total Variance Explained 48 4.22 Rotated Component Matrix for Room Freshener Sprays 49
  12. 12. xii LIST OF FIGURES Fig No. Description Page No. 2.1 Consumer Buying Decision Process (Kotler and Armstrong) 20 4.1 Frequency Distribution of the reasons for buying an Air Freshener Cake 27 4.2 Frequency Distribution of the brand awareness of the Air freshener Cakes 28 4.3 Frequency Distribution of the expected longevity of Air freshener Cakes 29 4.4 Frequency Distribution of the actual longevity of Air freshener Cakes 30 4.5 Frequency Distribution of how the Air freshener Cakes are cut open 31 4.6 Frequency Distribution of the frequency of purchase of Air Freshener cakes 32 4.7 Frequency Distribution of the place of purchase of Air Freshener cakes 33 4.8 Frequency Distribution of the packaging sizes of Air Freshener cakes 34 4.9 Frequency Distribution of the Combi packs usage pattern 35 4.10 Frequency Distribution of the reasons for buying a Room Freshener Spray 37 4.11 Frequency Distribution of the brand awareness of the Room Freshener Spray 38 4.12 Frequency Distribution of the time of usage of the Room Freshener Spray 39 4.13 Frequency Distribution of the place of usage of the Room Freshener Spray 40 4.14 Frequency Distribution of the actual longevity of the Room Freshener Spray 41 4.15 Frequency Distribution of the frequency of purchase of Room Freshener Spray 42 4.16 Frequency Distribution of the place of purchase of Room Freshener Spray 43
  13. 13. xiii GLOSSARY The following are some of the terms used in the thesis : Consumer Needs Assessment helps in identifying the needs and benefits expected by the consumers of a product.It helps a business in serving its customers successfully. Brand Awareness is the level of awareness of a particular brand of product amongst the retail consumers Combi Packs are packaging sets having 4 Air Freshener cakes.Combi packs have a complimentary cake with pack of 3 cakes. Odour Neutralizer Sprays are type of Sprays which neutralizes bad odour rather than masking it.It differs from Odour remover as it neutralizes bad odour thereby keeping the atmosphere free of bad odour whereas Odour remover provides a temporary relief by masking the bad odour with fragrance.
  14. 14. xiv ABBREVIATIONS FMCG - Fast Moving Consumer Goods TG - Target Group AFR - Air Freshener Cakes RFR - Room Freshener Sprays CPD - Consumer Products Division GH - Good Home TTK HC - TTK Healthcare Ltd., ASM - Area Sales Manager RSM - Region Sales Manager CM - Commercial Manager TVC - TV Commercials
  15. 15. CHAPTER 1 TTK HEALTHCARE PVT. LTD. 1.1 TTK TTK Group,the Indian Business Conglomerate with revenues close to $ 450 million is one of the oldest business group in the country.With humble beginnings in 1928,the group has slowly diversified into different businesses and are now the leaders in several different sectors such as consumer durables,pharmaceuticals,consular visa services,maps and atlases etc.,TTK is the promoter of all the group companies and has its headquarters in Chennai. 1.1.1 Key Group Companies  TTK Prestige Ltd (consumer durables)  TTK Healthcare Ltd (pharmaceuticals, biomedical devices, foods, cartography, printing.)  TTK-LIG Ltd (contraceptives)  SSL-TTK Ltd (Foot care products)  TTK Healthcare services (P) Ltd (servicing of medical insurance policies)  TTK Insurance services (P) Ltd (Insurance booking)  TTK Services Ltd (Local resident for non-resident Indians) 1.2 TTK HEALTHCARE LIMITED TTK Healthcare Ltd., one of the companies in the TTK group was incorporated in 1958 and were involved in the sales and distribution of popular foreign products such as Brylcreem,KIWI Shoe
  16. 16. 16 polish etc.,Apart from being a marketing company for other brands,TTK Healthcare has its own set of products which are market leaders in their segment viz. Woodward’s Gripe Water in the baby care category,Eva range of women’s personal care products,Good Home range of Aircare products etc.,The operations of TTK Healthcare Pvt. Ltd. are organized into three Strategic Business Units (SBU’s) which cater to different requirements. The Strategic Business Units (SBU’s) are as follows  Consumer Products Division  Biomedical Division  Pharmaceutical Division 1.3 CONSUMER PRODUCTS DIVISION Consumer Products Division is the hub of innovation and research in TTK Healthcare.The CPD unit manufactures and markets the Woodward’s Brand of baby care products such as Woodward’s Gripe Water,Woodward’s Baby soaps.The whole gamut of Women’s personal care products under the Eva brand is also manufactured and marketed by this division.Recently the CPD unit also entered into the Home care industry by launching Good Home brand of Air Freshener blocks and Room Freshener Sprays.Apart from manufacturing,CPD also serves as a marketing and distribution center for products such as Durex and Kohinoor brands of Condoms.With innovation and research at heart,the consumer products division of TTK Healthcare is poised to enter into different FMCG categories such as Food care,Home Care etc.,. The brands being handled by CPD are as follows  Woodward’s Brand of baby care products  Gripe Water  Baby Soaps
  17. 17. 17  Eva Brand of personal care products  Eva Women’s Deodorant Spray  Eva Talcum Powder  Eva Mini Deo  Eva Moisturizer  Eva Lip Drench and Lip Balm  Good Home brand of Home care products  Good Home Scrubbers  Good Home Unblocks  Good Home Room Freshener Sprays  Good Home Air Freshener Cakes 1.4 SOCIAL INITIATIVES TTK Group has a strong social commitment and has showcased it many a time by conducting free blood camps through The Madras Voluntary Blood Bank (MVBB) with which it is associated from 1975.TTK Group also finances the TT Ranganathan Clinical Research Foundation run by Ms. Shanti Ranganathan which focusses on providing free rehabilitation to people addicted to alcohol and substance abuse.TTK Group also provides quality management training in running blood banks across the country by partnering with the Rotary Club of Bangalore and forming the Bangalore Medical Services Trust.
  18. 18. 18 CHAPTER 2 LITERATURE REVIEW 2.1 CONSUMER NEEDS ASSESSMENT There is a general saying that ‘Customers are Kings’.By serving the customers in a better manner a company can continue to thrive in its business.In order to exist in a competitive market and to capture a significant market share, a product should be able to successfully satisfy the needs of its consumers.In order to do that a better understanding of the customer needs is critical. Consumer Needs Assessments helps companies in bridging the gap by exploring the issues,challenges and needs faced by the consumers of a particular product. More importantly by doing a consumer needs assessment a company can successfully foresee future challenges and issues they might face and can be well prepared to take them head on. By means of customized surveys, in-depth interviews, the consumer needs assessment survey can throw up interesting perspectives and understandings of consumers’ needs, challenges, likes and dislikes, and much more. This feedback can be used to drive the development of new products or to guide other strategic marketing decisions. A Customer Needs Assessment can provide marketers with insight regarding:1  Where challenges or needs exist  Current problems and whether they are expected to increase, decrease, or stay the same in the future  The direct and indirect costs of failures  Which processes or products currently used are the most successful and why  Obtain reactions to a new product or solution  Anticipate future challenges or needs
  19. 19. 19 2.2 CONSUMER BUYING BEHAVIOR Marketing guru Phillip Kotler stated that a human need is defined by the state of felt deprivation. A human want is nothing but the need shaped by a person’s society and customs. Understanding the consumer needs and transforming these needs into wants is at the heart of any effective marketing strategy. It is then obvious that Marketing is all about understanding consumer needs and steering the customer toward the company’s product by creating certain wants in the minds of the customer. 2.2.1 Consumer Buying Decision Process (Kotler and Armstrong) gave the following consumer buying decision process which provides idea about the process involved in the purchase of a product.2  Buyer recognition is when the consumer realizes that there is a problem or need that needs to be fulfilled.An effective marketer should be able to identify the difference between the actual state and the desired state of the consumer, and address this state of deprivation.  Information search is the stage when the buyer considers all the alternatives present.If a consumer identifies a need he/she searches for all the alternative choices available in the market.This is enhanced by means of commercial sources such as advertisements and campaigns.  Evaluation of alternatives is where all the information is gathered and evaluated to help make the purchasing decision.The decision is made with the help of experience and analyzing the alternatives.Experience of others of a product also plays an important role in selecting a particular product over its competitiors.
  20. 20. 20  Purchase decision is the stage when after all the evaluation a decision is made and this is the stage where purchasing of the most preferred alternative takes place. Purchase decision is also influenced by the brand,reseller,product category,timing and other factors.  Even after a purchase is made a marketer should maintain good relationship in order to reduce any chance of cognitive dissonance with the product.In order to reduce negative cognitive dissonance good after sales service is required.This will prove to be good on the long run as consumers will help in marketing the product by word of mouth. The Consumer Buying decision process provides an important insight into the working of a consumer’s mindset and is very essential for effective and efficient marketing. Fig. 2.1 Consumer Buying Decision Process (Kotler and Armstrong)
  21. 21. 21 CHAPTER 3 CONSUMER NEEDS ASSESSMENT OF FRESHENERS 3.1 OBJECTIVE OF THE STUDY TTK Healthcare had launched an Aircare product under the brand Good Home in 2008.In order to have a better reach for their product and to understand the Aircare industry better they wanted to do a market research. The market research was to be for both the Aircare products viz. Air Freshener Cake and Room Freshener Spray.In order to reach consumers of their products,a target group was identified based on similar researches and pilot survey. Hence a Market Research Study was done with the following objectives  Identifying the Consumers’ needs & benefits  Identifying the Consumers’ buying behavior  Awareness of Good Home brand of fresheners  Identifying the Consumers’ Pattern of usage of Air freshener products  Identifying Consumers’ Purchase pattern 3.2 SCOPE OF THE STUDY The scope of this study is to measure the needs and benefits expected by the consumers of the Aircare products.To this effect a questionnaire was designed and administered across three cities viz.Chennai,Nagpur and Delhi.
  22. 22. 22 3.3 PILOT SURVEY In order to design the questionnaire and to increase the understandings of the consumer a Pilot survey was done with 10 respondents in localities surrounding Tambaram,Chennai.The main objective of the Pilot survey was to identify the expectations of the Consumers from Aircare products.The questionnaire was designed from this survey by including all the needs and benefits specified by the pilot survey respondents.Accordingly the different needs and benefits expected by the respondents of the pilot study were as follows  Should be a bad odour remover  Should act as an Insect Repellant  Should make the rooms fresh  Should enhances mood  Should be Reasonably Priced  Should have Attractive packaging  Should be Easily Available  Should offer a wide range of fragrances These different needs mentioned by the consumers were incorporated and measured in the actual survey and the factors for buying the Aircare products were identified using the Factor Analysis method. 3.4 SAMPLING TECHNIQUE The Sampling Technique followed was Convenient Sampling method with a sample size of at most 100 responses for each of the two products in three cities.The survey method adopted was Personal in-home survey which entailed approaching target consumers in their residences.As this method requires detailed interaction and interviewing,the survey was done across a period of 1 month.The Target Group which the company wanted to reach was 25 – 35 year old Female member of the family belonging to Socio-Economic classification A and B.Typically housewives and fulltime working female members in the family were targeted for the study.Accordingly the
  23. 23. 23 following responses were obtained across the three cities. Table 3.1 Response Rate Product Category Total Responses Region wise Split up Air Freshener Block 235 Chennai – 80 ; Nagpur – 75 ; Delhi – 80 Room Freshener Spray 160 Chennai – 55 ; Nagpur – 55 ; Delhi – 50 Since the target consumers were concentrated in upmarket apartments in each of the city,the major obstacle faced while collecting responses was to identify the appropriate areas to collect responses.Accordingly the areas were identified with the help of local sales executives in Nagpur and Delhi.Internet also played a key role in identifying suitable areas to maximize the reach of the survey. The following areas were covered in each of the three cities for data collection Table 3.2 Areas covered in the Survey City Areas Covered Chennai T.Nagar,Choolaimedu,Nanganallur,Mylapore,East Tambaram,Kodambakkam Nagpur Sadar,Mankapur,Ravi Nagar,Ram Nagar,Sankar Nagar,Gurudaspeth,Ramrajpeth,Gokulpeth Delhi Dwarka Sec. 21,Nawada,Janakpuri,East Patel Nagar,Subhash Nagar,Tilak Nagar
  24. 24. 24 3.5 STATISTICAL TECHNIQUES USED 3.5.1 Frequency Distribution In Frequency Distribution statistical technique,one variable is considered at a time. The number of responses for a particular value in that variable is measured and is used to represent the different expectations and choices made by the consumers of the Aircare products. The relative occurrence or frequency of different values of the variable is expressed in percentages. By representing the frequency in percentages, the responses of the consumers can easily be understood and decisions pertaining to a particular variable can easily be made. 3.5.2 Descriptive Statistics It is a statistical technique which describes the mean, median, mode of a data which helps in determining what most common response level among the consumers.This technique is used mostly to identify patterns in the buying and usage behavior of the consumers of Air Freshener and Room Fresheners. 3.5.3 Factor Analysis In order to identify the important factors/reasons behind the purchase of an Aircare product by the consumers,Factor analysis was done.By performing factor analysis the number of different factors for purchase were narrowed down to a permissible level which will aid in the decision making process.Also the closeness or interrelationships between two different variables were identified.Further Factor analysis resulted in four important factors being identified for each of the product.
  25. 25. 25 3.6 CLEANING AND EDITING OF DATA As the data collected from the survey contained redundancies,outliers cleansing of the data was done.The following procedure was carried out to cleanse and edit the data  The top 3 responses for an Open-ended question from a respondent was considered for statistical interpretation.  The missing responses for the needs and benefits section was coded as -9.  Legitimate responses were coded from 1 to 8 based on the rank accorded to that need by the respondent.(rank 1 – most important need ; rank 8 – least important need)
  26. 26. 26 CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 4.1 DATA ANALYSIS When the data pertaining to a particular question was obtained, it was recorded in the Microsoft Excel .xls file and further cleansing and editing was done before importing it to run the statistical analysis procedures. These procedures were carried out in SPSS v16.0. 4.2 FREQUENCY DISTRIBUTION For all the important questions in the questionnaire,a frequency distribution graph was drawn to identify factors for purchase, patterns in buying and usage of the Aircare products etc. Accordingly the results of the Frequency distribution graphs are included in this chapter. 4.2.1 Air Freshener Cakes The Frequency Distribution is done for both Air Freshener cakes and Room Freshener Sprays.As both these products are unique and have different target consumers belonging to different Socio-Economic class, they are analyzed separately and their results are tabulated accordingly. For Air Freshener Cakes users, Lavender is the fragrance of choice with close to 38 % preferring it over other fragrances.Also majority of these respondents change the fragrance they use every time. The following graphs and tables correspond to the frequency distribution and responses recorded for Air Freshener Cakes.
  27. 27. 27 Fig. 4.1 Frequency Distribution of the reasons for buying an Air Freshener Cake Table 4.1 Responses for the reasons for buying an Air Freshener Cake The frequency distribution shows that 64 % of the total respondents felt that Bad odour remover was the foremost reason for buying an Air Freshener Cake. 64 % 25% 5 % 2 % 1 % 0.5 % 0.5 % 0 20 40 60 80 100 120 140 160 Bad odour remover Makes room fresh Insect Repellant Enhances mood Easily Available Has attractive packaging Offers a wide range of fragrance No.ofrespondents Needs Reasons for buying an Air Freshener Cake Reasons for Buying Number of Respondents Bad odour remover 152 Makes room fresh 59 Insect Repellant 12 Enhances mood 5 Easily Available 3 Has attractive packaging 1 Offers a wide range of fragrance 1
  28. 28. 28 Fig. 4.2 Frequency Distribution of the brand awareness of the Air freshener Cakes Table 4.2 Responses for the brand awareness of Air Freshener Cakes Of the four major brands of Air Freshener cakes available in the market,Odonil remains the market leader.This is due to the fact that the brand awareness of Odonil is 100 % amongst the target group.Only 10 % of the respondents of the survey were aware of TTK Healthcare’s Air Freshener brand Good Home. 100 % 21 % 10 % 7 % 0 50 100 150 200 250 Odonil Deo n'Fresh Good Home Alfa Plus No.ofrespondents Brand Awareness Brands Number of Respondents Odonil 235 Deo n'Fresh 51 Good Home 23 Alfa Plus 18
  29. 29. 29 Fig. 4.3 Frequency Distribution of the expected longevity of Air freshener Cakes Table 4.3 Responses for the expected longevity of Air Freshener Cakes No. of days expected Number of Respondents 30 days 129 30 to 45 days 56 More than 45 days 20 less than 30 days 30 As most of the Air Fresheners advertise their cakes to last at least for 30 days, the respondents also feel that their cakes should a month.88 % of the respondents of the survey want their cakes to last for a month or more. 55 % 24 % 9 % 12 % 0 20 40 60 80 100 120 140 30 days 30 to 45 days More than 45 days less than 30 days No.ofRespondents No. of days expected Expected Longevity
  30. 30. 30 Fig. 4.4 Frequency Distribution of the actual longevity of Air freshener Cakes Table 4.4 Responses for the actual longevity of Air Freshener Cakes Actual No. of days Number of Respondents less than 30 days 166 30 days 51 30 to 45 days 10 More than 45 days 8 70 % of the total respondents of the survey said that their toilet cakes lasted less than a month with a majority of that 70 % saying it lasted somewhere in the range of 15 days.As there is a mismatch of the expected and the actual longevity,AFR brands can improve the satisfaction level of their consumers by improving the longevity of their toilet cakes. 70 % 21 % 4 % 3 % 0 20 40 60 80 100 120 140 160 180 less than 30 days 30 days 30 to 45 days More than 45 days No.ofrespondents Actual No. of days Actual Longevity
  31. 31. 31 Fig. 4.5 Frequency Distribution of how the Air freshener Cakes are cut open Table 4.5 Responses for how the Air Freshener Cakes are cut open Majority of the respondents cut open their cakes either fully or half.This explains the reason as to why the cakes do not last longer than a month.Had it been cut open the correct way (at only the ends),the longevity of the toilet cakes would have been better. 32 % 30 % 26 % 11 % 0 10 20 30 40 50 60 70 80 Fully opened Half opened Cut open only at the ends 3/4 th opened No.ofrespondents method of opening an AFR How cakes are cut open ? Method of opening an AFR Number of Respondents Fully opened 75 Half opened 72 Cut open only at the ends 60 3/4 th opened 27
  32. 32. 32 Fig. 4.6 Frequency Distribution of the frequency of purchase of Air Freshener cakes Table 4.6 Responses for the frequency of purchase of Air Freshener Cakes Frequency of purchase Number of Respondents Once in a month 185 As and When it gets over 20 Once in 2 months 27 Once in 2/3 weeks 2 Nearly 80 % of the respondents buy Air Freshener cakes once in a month.Most of the consumers buy AFR’s as a part of monthly provision. 79 % 9 % 11 % 1 % 0 20 40 60 80 100 120 140 160 180 200 Once in a month As and When it gets over Once in 2 months Once in 2/3 weeks No.ofrespondents frequency of purchase Frequency of Purchase
  33. 33. 33 Fig. 4.7 Frequency Distribution of the place of purchase of Air Freshener cakes Table 4.7 Responses for the place of purchase of Air Freshener Cakes Place of purchase Number of Respondents Departmental Stores 147 Supermarkets 75 Kirana Stores 34 Pharmacy 2 Nearly 2/3rds of the respondent buy the Air Freshener cake from Departmental Stores.As multiple answers were considered for this question,majority of the respondents indicated buying cakes from both departmental stores and supermarkets interchangeably. 64 % 32 % 14 % 1 % 0 20 40 60 80 100 120 140 160 Departmental Stores Supermarkets Kirana Stores Pharmacy No.ofrespondents Place of purchase Place of Purchase
  34. 34. 34 Fig. 4.8 Frequency Distribution of the packaging sizes of Air Freshener cakes being bought Table 4.8 Responses for the packaging sizes of Air Freshener Cakes being bought Packaging Sizes Number of Respondents 50 gm 172 Combi packs 40 75 gm 17 100 gm 8 50 gms remains the popular packaging size of Air freshener cakes with 73 % of the respondents buying a 50 gms sized one.Although combi packs are bought by only 16 % of the respondents,the popularity of the combi pack format is increasing with majority of the respondents in North India preferring Combi packs over conventional sized packs.Out of the 40 73 % 16 % 7 % 3 % 0 20 40 60 80 100 120 140 160 180 200 50 gm Combi packs 75 gm 100 gm No.ofRespondents Packaging sizes Packaging Size
  35. 35. 35 Combi packs users,11 of them use one or more packs(in a combi pack) simultaneously. The remaining majority use only one pack with in a combi pack at a time.This question was included to test whether consumers would like to use Air Freshener cakes in places apart from toilets regularly.As only 11 of the respondents made use of one or more packs simultaneously,such an hypothesis could not be verified. Fig. 4.9 Frequency Distribution of the Combi packs usage pattern Table 4.9 Responses for the Combi Packs Usage Pattern Usage pattern of Combi packs Number of Respondents All at once usage 11 One by one usage 29 Since the number of the respondents using AFR’s simultaneously is very less, a decision regarding offers and schemes on Combi packs cannot be made. 28 % 72 % 0 5 10 15 20 25 30 35 All at once One by one No.ofRespondents Combi packs usage pattern Combi packs usage pattern
  36. 36. 36 4.2.2 Dual Usage of AFR and RFR 61 % of the Air Freshener Cakes users also make use of Room Freshener Sprays.Most of these dual users make use of AFR’s in their toilets and RFR’s in their living rooms and kitchen.The remaining 39 % of the respondents (91 respondents ), who are cakes users but do not buy Sprays give the following reasons for not buying Sprays. Table 4.10 Responses for the reasons for not buying Sprays Nearly 30 % of the 91 respondents who do not buy sprays agree that giving offers/complimentary with sprays will make them buy room freshener sprays. 4.2.3 Room Freshener Sprays Room Freshener Sprays are predominantly used in living rooms and kitchens.For a majority of the room freshener users,Lavender was the preferred fragrance with close to 50 % preferring it over other fragrances.Also majority of the room freshener users change the fragrance they use every time. The following graphs and tables correspond to the frequency distribution and responses recorded for Room Freshener Sprays. Reasons Number of Respondents (Total Respondents = 91) Percentage of Respondents Did not feel the need 48 53 % Sprays are injurious to health 19 21 % Sprays are costly 10 11 %
  37. 37. 37 Fig. 4.10 Frequency Distribution of the reasons for buying a Room Freshener Spray Table 4.11 Responses for the reasons for buying a Room Freshener Spray Reasons for buying Number of respondents Makes room fresh 91 Bad odour remover 40 Enhances mood 10 Faster Spread of fragrance 9 Instant freshness 4 Easily available 2 As can be inferred from the frequency distribution, the major reason for buying a room freshener spray is to make room fresh . 57 % of the respondents prescribe making room fresh as the most important reason for buying a room freshener spray. 57 % 25 % 6 % 5.5 % 2.5 % 1.5 % 0 10 20 30 40 50 60 70 80 90 100 Makes room fresh Bad odour remover Enhances mood Faster Spread of fragrance Instant freshness Easily available No.ofRespondents Need Reasons for buying a room freshener spray
  38. 38. 38 Fig. 4.11 Frequency Distribution of the brand awareness of the Room Freshener Spray Table 4.12 Responses for the brand awareness of Room Freshener Sprays Air Wick continues to be the most known brand with close to 40 % of the respondents being aware of that brand.A major reason for such an awareness of the Air Wick brand is due to the frequent commercials aired.Glade is also fast catching up with its fresh stream of commercials. 39 % 23 % 13 % 14 % 2 % 0 10 20 30 40 50 60 70 Air Wick Odonil Glade Premium Good Home No.ofrespondents Room Freshener Brands Brand Awareness Brands Number of respondents Air Wick 63 Odonil 54 Glade 21 Premium 23 Good Home 4
  39. 39. 39 Fig. 4.12 Frequency Distribution of the time of usage of the Room Freshener Spray Table 4.13 Responses for the time of usage of Room Freshener Sprays Time of Usage Number of respondents On Special occasions 59 Whenever there is a bad odour 57 During morning time 23 During evening time 21 As can be inferred from the Frequency Distribution,consumers tend to make use of Room freshener Sprays on special occasions predominantly. 35 % of the total respondents make use of the Room Freshener Sprays only when there is a function or get together in their house.Also 5 % of the total respondents make use of Room Freshener Sprays only when A/C’s are switched on. 37 % 35 % 14 % 13 % 0 10 20 30 40 50 60 70 On Special occasions whenever there is a bad odour During morning time During evening time No.ofRespondents Time of Usage Time of Usage
  40. 40. 40 Fig. 4.13 Frequency Distribution of the place of usage of the Room Freshener Spray Table 4.14 Responses for the place of usage of Room Freshener Sprays Almost all the users of the Room Sprays use it in Living rooms (Hall and Bedrooms).Apart from the Living rooms, consumers also make use of room sprays in Bathrooms and Closets.As this question took multiple answers,the number of responses were more than the actual number of respondents. 97 % 27 % 19 % 8 % 0 20 40 60 80 100 120 140 160 180 Living rooms Bathrooms Cupboards/Closets Kitchen No.ofRespondents Place of Usage Place of Usage Place Number of respondents Living rooms 155 Bathrooms 42 Cupboards/Closets 30 Kitchen 13
  41. 41. 41 Fig. 4.14 Frequency Distribution of the actual longevity of the Room Freshener Spray Table 4.15 Responses for the actual longevity of Room Freshener Sprays Actual Longevity Number of respondents Two months 62 One month 44 More than 2 months 38 Less than one month 16 40 % of the respondents say that the Room Sprays they use lasts for 2 months.63 % of the respondents feel that the Room sprays last for at least 2 months or more. 39 % 28 % 24 % 10 % 0 10 20 30 40 50 60 70 Two months One month More than 2 months Less than one month No.ofRespondents Actual No. of months Actual Longevity
  42. 42. 42 Fig. 4.15 Frequency Distribution of the frequency of purchase of Room Freshener Spray Table 4.16 Responses for the frequency of purchase of Room Freshener Sprays Frequency of purchase Number of Respondents Once in a month 35 As and When it gets over 58 Once in 2 months 58 Once in 2/3 weeks 0 Since 40 % of the Sprays last for 2 months, a similar percentage of respondents buy Sprays once in 2 months.An equal number of respondents buy Sprays as and when it gets over.This suggests that majority of the Spray buyers do not buy it as a part of their monthly provisions. 22 % 37 % 37 % 0 % 0 10 20 30 40 50 60 70 Once in a month As and When it gets over Once in 2 months Once in 2/3 weeks No.ofRespondents frequency of purchase Frequency of Purchase
  43. 43. 43 Fig. 4.16 Frequency Distribution of the place of purchase of Room Freshener Spray Table 4.17 Responses for the place of purchase of Room Freshener Sprays Place of Purchase Number of Respondents Departmental Stores 49 Supermarkets 123 Kirana Stores 4 Pharmacy 0 As can be inferred from the frequency distribution,Sprays users predominantly purchase sprays from the Supermarket.Apart from the Supermarkets,consumers also purchase it from the Departmental Stores as well. 30 % 77 % 2.5 % 0 % 0 20 40 60 80 100 120 140 Departmental Stores Supermarkets Kirana Stores Pharmacy No.ofRespondents Place of Purchase Place of Purchase
  44. 44. 44 Majority of the RFR users are already AFR users.90 % of the RFR users are AFR users.The remaining 10 % (16 respondents of the total 160) of RFR users do not buy AFR for the following reasons. Table 4.18 Responses for the reasons for not buying Air Freshener Cakes Reasons Number of Respondents (Total Respondents = 16) Percentage of Respondents Did not feel the need 7 44 % Cakes do not last long 5 31 % Sprays are more effective than Cakes 3 19 % Nearly 40 % of the 16 respondents who do not buy cakes agree that giving offers/complimentary with cakes will make them buy air freshener cakes. 4.3 FACTOR ANALYSIS Factor analysis was done to identify the important factors/reasons for buying the Aircare products.In order to identify the factors for each of the products,the responses were recorded and coded separately.Coding of the responses corresponding to the need/benefits question was done such that the rank accorded to a particular need was considered.Respondents were asked to give ranking in the order of preference of their purchase.The ranks were taken on a 8 point scale with rank 1 being the most preferred/most important reason for purchase and rank 8 corresponding to the least important reason for purchase.
  45. 45. 45 4.3.1 Factor Analysis for Air Freshener Cakes Factor analysis for Air Freshener Cakes was done considering 8 different variables/reasons which were included in the questionnaire.The respondents were asked to rank these reasons on a scale of 1-8 based on their importance.The Missing values were represented by -9. Accordingly the results obtained were as follows for the Air Freshener Cakes Table 4.19 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 2.142 26.773 26.773 2.142 26.773 26.773 1.582 19.779 19.779 2 1.434 17.927 44.700 1.434 17.927 44.700 1.483 18.543 38.322 3 1.181 14.767 59.467 1.181 14.767 59.467 1.414 17.669 55.992 4 1.081 13.508 72.975 1.081 13.508 72.975 1.359 16.983 72.975 5 .898 11.222 84.197 6 .736 9.202 93.399 7 .528 6.601 100.000 8 6.592E-17 8.240E-16 100.000 Extraction Method: Principal Component Analysis.
  46. 46. 46 The Rotated Component Matrix identifies the factors which are closed related.By performing rotation,the number of factors are reduced from 8 to 4. Table 4.20 Rotated Component Matrix for Air Freshener Cakes Components 1 2 3 4 Bad odour remover .340 .654 -.233 .288 Insect Repellant .242 .322 .407 -.592 Makes room fresh .126 -.880 -.135 .204 Enhances Mood .744 .193 -.187 -.364 Easily available -.799 .109 -.271 -.122 Reasonably priced .038 .081 .192 .847 Has attractive packaging -.023 -.097 .828 .033 Offers a wide range of fragrance -.446 -.336 -.587 -.139 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations.
  47. 47. 47 By factor analysis of responses for Air Freshener cakes, we have 4 important factors which the consumers feel are the reasons for buying a toilet cake Factor 1 – Enhances mood,Easily available. Factor 2 – Bad odour remover,Makes room fresh Factor 3 – Has attractive packaging,Offers a wide range of fragrances Factor 4 – Insect Repellant,Reasonably Priced
  48. 48. 48 4.3.2 Factor Analysis for Room Freshener Spray Factor analysis for Room Freshener Spray was done considering 8 different variables/reasons which were included in the questionnaire.The respondents were asked to rank these reasons on a scale of 1-8 based on their importance.The Missing values were represented by -9. Accordingly the results obtained were as follows for the Room Freshener Spray Table 4.21 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 2.503 31.288 31.288 2.503 31.288 31.288 1.719 21.489 21.489 2 1.528 19.095 50.382 1.528 19.095 50.382 1.545 19.307 40.796 3 1.175 14.689 65.072 1.175 14.689 65.072 1.510 18.881 59.677 4 1.049 13.118 78.190 1.049 13.118 78.190 1.481 18.513 78.190 5 .816 10.196 88.386 6 .585 7.312 95.697 7 .344 4.303 100.000 8 -6.059E-17 -7.574E-16 100.000 Extraction Method: Principal Component Analysis.
  49. 49. 49 The Rotated Component Matrix identifies the factors which are closed related.By performing rotation,the number of factors are reduced from 8 to 4. Table 4.22 Rotated Component Matrix for Room Freshener Sprays Components 1 2 3 4 Bad odour remover .251 -.039 -.771 .102 Makes room fresh .096 .685 .337 .347 Enhances Mood .030 -.034 -.124 .946 Easily Available .241 -.117 .819 -.057 Instant freshness -.574 -.492 .069 -.432 Faster spread of fragrance -.661 -.338 .122 -.437 Long lasting .906 -.103 .074 -.111 Reasonably priced -.015 .832 -.301 -.249 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 7 iterations.
  50. 50. 50 By factor analysis of responses for Room freshener sprays, we have 4 important factors which the consumers feel are the reasons for buying a room freshener spray Factor 1 – Instant freshness,Faster Spread of fragrance,Long lasting. Factor 2 – Makes room fresh,Reasonably Priced Factor 3 – Bad odour remover,Easily available Factor 4 – Enhances mood
  51. 51. 51 CHAPTER 5 RESEARCH FINDINGS Based on the frequency distribution and factor analysis, the following conclusions can be drawn  Consumers perceive toilet cakes as a basic household product and hence Bad odour removing was the foremost reason for buying.  Brand Awareness of Good Home in Chennai is twice than that of the brand Awareness in Delhi and Nagpur.In order to improve the sales of Good Home in these regions,TTK can provide offers/schemes.  Lavender was the most preferred fragrance in both Air Fresheners and Room Fresheners category of products across three cities.  Since Air Freshener Cakes are perceived as a basic household product most of the consumers (nearly 80 %) buy it as a part of the monthly provisions whereas for Room freshener sprays majority of the consumer buy it as and when it gets over.  Room Freshener Sprays are used when there is a function in the house or when guests are expected.  Combi packs of toilets cakes are fast catching up on 50 gms pack.Majority of the consumers in the Northern region buy Combi packs in bulk since it gives a price advantage.
  52. 52. 52  Air Wick is the most recognizable Room Freshener Spray brand with 40 % of the respondents identifying the brand.Odonil and Glade complete the top 3 known brands.  This huge brand awareness of Air Wick is due to the reach of their TV commercial.50 % of the respondents have seen an Air Wick commercial in the past one month.  Room Freshener Brand Glade is also aggressively reaching out to the consumers by means of TVC’s.18 % of the respondents have seen a Glade commercial in the past one month.  Odour neutralizer type of Sprays which neutralizes bad odour is relatively a new type of Spray and is known only to 4 % of the respondents.
  53. 53. 53 CHAPTER 6 RECOMMENDATIONS AND CONCLUSION Based on the analysis done and the responses recorded, the following suggestions were given to improve the brand awareness and sales of the Good Home product. Insect Repellant is the third most important reason for buying an Air freshener cake.At present no existing brand of Air freshener cakes advertises themselves as an insect repellant.Good Home can take a first mover advantage if advertised so. People buy room sprays predominantly in Supermarkets. Future offers & schemes can be targeted to reach these consumers.Good Home as a brand requires promotions especially in Northern states where the awareness is very less. 30 % of cakes only users will buy room sprays only if offers/complimentaries are given.Such offers can be tried so as to convert these cakes users to sprays users. Majority of the consumers use room sprays only during family functions.Word of mouth marketing can be used to reach these customers.
  54. 54. 54 APPENDIX A Consumer Needs Assessment Questionnaire for People Buying Only Cakes Name of respondent : ______________________________________________________ Address in full (Residence) :______________________________________________________ ______________________________________________________ City : ______________________________________________________ Note : ( This Questionnaire seeks to assess the needs and benefits derived out of using an Air Freshener.Your answer will help in designing a better product .There are no right or wrong answers for any question) A/Warm-up (please fill in the blanks)  Could you please tell me something about yourself……your education(__________) working –part time/fulltime/housewife...  Please provide some information reg, your family………………..................(nuclear/joint family) number of members in your family(_______).....how many children do you have(_______)  Please tick those activities that you do in a day that you consider as a big jobs/works...(washing clothes/cooking/cleaning the floor of the house/cleaning the bathrooms/dropping and picking child from school and from activity classes)...  Please let me know of these activities which one do you feel is the least bothersome___________________why________________and the activity which you is the worst/hate to do___________________________why________________________________  Do you have any free time in a day...for how long would you be free (__________hrs in a day) what would you like to do in this free time (____________________________) what you would like most to do (browse the internet, go for some class – dance, music, handwork, etc, go for yoga/aerobic/gym classes to improve yourself – health wise and appearance, visit a friend)...why you want to do this_________________and why are you not doing this now___________________
  55. 55. 55  Do you go out to eat(______)how often do you go out to eat...(twice in a week/once in a week/once in a month)...which type of restaurants or hotels do you go to__________________________who all accompanies you to the restaurant/hotel________________________ . B/Format :  What is the brand of air fresheners cakes you make use of? (pls mention the name of the brand)  Which fragrance do you buy the most? (Please tick one answer)  Lavender  Rose  Sandal  Jasmine  Green Apple  Others______________________  Do you purchase the same fragrance every time ? (Please tick one answer)  Yes  No  Rate the following fragrances in order of your likeability? (eg., rank 1 – most likeable ; rank 8 - least likeable ) Fragrances Rank Lavender Rose Sandal Jasmine Green Apple Woody Orchid Others (_______________________)
  56. 56. 56  Your Likes and Dislikes of Using an Air Freshener ? ( pls describe) Likes Dislikes C/Need & Benefits :  What is the need for buying an Air Freshener(Cakes) for your house? (pls describe)  Rank the following needs in the order of importance (eg., rank 1 - highest importance ; rank 10 - lowest importance ) Attributes Rank Bad odour remover Insect Repellant Makes room fresh Want to be seen using (prestigious) Enhances Mood Reasonably Priced Has Attractive packaging Easily Available Offers a wide range of fragrances Others______________________  What brands of Air Fresheners cakes you are aware of ? (pls mention the name of the brands)
  57. 57. 57  Tick the following brands you are aware of ? (you can tick more than one)  How is the cost of that brand of Air Freshener you use ? (pls describe)  How much are you willing to pay maximum for an Air Freshener cake ? (Size - ____________)  How many days does a cake of Air Freshener usually last ? (Please tick one answer)  Less than 30 days  30 days  30 to 45 days  More than 45 days  How many days ideally should a cake of Air Freshener last ? (Please tick one answer)  Less than 30 days  30 days  30 to 45 days  More than 45 days  How are the air freshener cakes cut open ? (Please tick one answer)  Wrapper fully opened  3/4th opened  Half opened  Cut open only at the ends D/Purchase :  Where do you make use of an air freshener cake ? (Multiple answers Possible)  Bathroom  Living room  Cupboards/Closets Brand Awareness Deo n’Fresh Odonil Alfa Plus Good Home Others_________________
  58. 58. 58  Kitchen  How often do you purchase an air freshener ? (Please tick one answer)  Once in a month  Once in two months  Once in two/three weeks  As and when it gets over  Are Air Freshener Cakes part of the monthly provisions list ? (Please tick one answer)  Yes  No  From where do you purchase an air freshener ? (Multiple answers possible)  Kirana(local nearby) Stores  Departmental Stores  Supermarkets  Pharmacy  At a time,how many packs do you buy ?.....  What packaging size do you buy the most ? (Please tick one answer)  50 gm  75 gm  100 gm  Combi packs  If Combi packs are bought, do you make use of the packs ? (Please tick one answer)  All at once (which place it is used ______________________________)  One by one  Who is the main person who influences you to decide on the brand of Air Freshener ? (Multiple answers possible)  Yourself  Husband/Kids  Shop Keeper  Friends/Relatives NUMBER OF PACKS
  59. 59. 59  Do you remember seeing any advertisement/commercial of an Air Freshener recently ? If so,please mention the brand of Air Freshener E/ Sprays – Awareness Check (People who make use of sprays shouldn’t answer this module)  Are you aware of the room freshener sprays ? Yes....................................... 1 No .......................................2 IF YES – CONTINUE.OTHERWISE PROCEED TO MODULE F.  What are the reasons for not using the room freshener sprays ?  Rate the following reasons for not buying Sprays (eg., rank 1 – most important reason ; rank 5 –least important reason ) Reasons Ranking Sprays are costly Sprays are injurious to health Cakes are more effective than Sprays Did not feel the need to buy one Others_________________________
  60. 60. 60  What can make you buy a spray ? (pls describe) F/ GOOD HOME – Awareness (pls tick)  Have you heard of the brand GOOD HOME Air Fresheners…………………(Yes/No)  Who said about this brand to you……………(friend/relative/shop keeper/Others____________)  Do you know which company manufactures this brand (Yes/No).If Yes,pls specify the name of the company ______________________________.  From where did you hear…(saw in the shops/saw advertisements/saw Prestige outlets/Others)
  61. 61. 61 APPENDIX B Consumer Needs Assessment Questionnaire for People Buying only Sprays Name of respondent : ______________________________________________________ Address in full (Residence): ______________________________________________________ ______________________________________________________ City : ______________________________________________________ Note : ( This Questionnaire seeks to assess the needs and benefits derived out of using an Room Freshener Your answer will help in designing a better product .There are no right or wrong answers for any question) A/Warm-up (please fill in the blanks)  Could you please tell me something about yourself……your education(__________) working –part time/fulltime/housewife...  Please provide some information reg, your family………………..................(nuclear/joint family) number of members in your family(_______).....how many children do you have(_______)  Please tick those activities that you do in a day that you consider as a big jobs/works...(washing clothes/cooking/cleaning the floor of the house/cleaning the bathrooms/dropping and picking child from school and from activity classes)...  Please let me know of these activities which one do you feel is the least bothersome___________________why________________and the activity which you is the worst/hate to do___________________________why________________________________  Do you have any free time in a day...for how long would you be free (__________hrs in a day) what would you like to do in this free time (____________________________) what you would like most to do (browse the internet, go for some class – dance, music, handwork, etc, go for yoga/aerobic/gym classes to improve yourself – health wise and appearance, visit a friend)...why you want to do this_________________and why are you not doing this now___________________
  62. 62. 62  Do you go out to eat(______)how often do you go out to eat...(twice in a week/once in a week/once in a month)...which type of restaurants or hotels do you go to__________________________who all accompanies you to the restaurant/hotel________________________ B/Format :  What is the brand of room freshener sprays you make use of? (pls mention the name of the brand)  Which fragrance do you buy the most? (Please tick one answer)  Lavender  Rose  Sandal  Jasmine  Green Apple  Others_________________  Do you purchase the same fragrance every time ? (Please tick one answer)  Yes  No  Rate the following fragrances in order of your likeability ? (eg., rank 1 – most likeable ; rank 8 – least likeable ) Fragrances Rank Lavender Rose Sandal Jasmine Green Apple Woody Orchid Others (______________________)
  63. 63. 63  Likes and Dislikes of Using a Room Freshener Spray ? ( pls describe) Likes Dislikes C/Need & Benefits :  What is the need for buying a room freshener spray for your house? (pls describe)  Rank the following needs in the order of importance (eg., rank 1 - highest importance ; rank 10 - lowest importance )  What brands of room freshener sprays you are aware of (pls mention the name of the brands) Attributes Rank Bad odour remover Makes room fresh Want to be seen using (prestigious) Enhances Mood Reasonably Priced Long lasting Easily Available Instant freshness Faster spread of fragrance Others______________________
  64. 64. 64  Tick the following brands you are aware of ? (you can tick more than one)  In a typical day,when do you make use of the room freshener sprays ? (Multiple answers possible)  During evening time  During morning time  On special occasions  whenever there is a bad odour  At what occasions do you make use of the room freshener sprays ? (pls describe) D/Purchase :  Where do you make use of a room freshener spray ? (Multiple answers Possible)  Bathroom  Living room  Cupboards/Closets  Kitchen  From where do you purchase the room freshener sprays ? (Multiple answers possible)  Kirana(local nearby) Stores  Departmental Stores  Supermarkets  Pharmacy Brand Awareness Air Wick Odonil Glade Good Home Premium Ambipur Others ____________
  65. 65. 65  How long does a can of room freshener spray last ? (Please tick one answer)  Less than 1 month  One month  Two month  More than 2 months  How often do you purchase a room freshener spray ? (Please tick one answer)  Once in a month  Once in two months  Once in three months  As and when it gets over  Who is the main person who influences you to decide on the brand of room freshener sprays ? (Multiple answers possible)  Yourself  Husband/Kids  Shop Keeper  Friends/Relatives  Do you remember seeing any advertisement/commercial of an Room Fresheners recently ? If so,please mention the brand of Room Freshener E/Odour Neutralizer – Awareness Check  Are you aware of the odour neutralizer sprays ? IF YES – CONTINUE.OTHERWISE – PROCEED TO MODULE F.  What brands of Odour neutralizers you are aware of ?(pls specify the brand) Yes........................................1 No .......................................2
  66. 66. 66  What are the reasons for not buying odour neutralizer sprays ?(pls describe) F/ Air Freshener Cakes – Awareness Check (People who make use of cakes shouldn’t answer this module)  Are you aware of the air freshener cakes ? Yes ....................................... 1 No....................................... 2 IF YES – CONTINUE.OTHERWISE PROCEED TO MODULE G.  What are the reasons for not using the air freshener cakes ? (pls describe)  Rate the following reasons for not buying cakes ? (eg., rank 1 – most important reason ; rank 5 –least important reason ) Reasons Ranking Cakes do not last long Cakes are injurious to health Sprays are more effective than Cakes Did not feel the need to buy one Others_________________________  What can make you buy a cake ? (pls describe )
  67. 67. 67 H/ GOOD HOME – Awareness (pls tick)  Have you heard of the brand GOOD HOME Air Fresheners…………………(Yes/No)  Who said about this brand to you……………(friend/relative/shop keeper/Others____________)  Do you know which company manufactures this brand (Yes/No).If Yes,pls specify the name of the company ______________________________.  From where did you hear…(saw in the shops/saw advertisements/saw Prestige outlets/Others)
  68. 68. 68 APPENDIX C Consumer Needs Assessment Questionnaire for People Buying both Cakes and Sprays Name of respondent : ______________________________________________________ Address in full (Residence) : __________________________________________________ ______________________________________________________ City : ______________________________________________________ Note : ( This Questionnaire seeks to assess the needs and benefits derived out of using an Air & Room Fresheners.Your answer will help in designing a better product .There are no right or wrong answers for any question) A/Warm-up (please fill in the blanks)  Could you please tell me something about yourself……your education(__________) working –part time/fulltime/housewife...  Please provide some information reg, your family………………..................(nuclear/joint family) number of members in your family(_______).....how many children do you have(_______)  Please tick those activities that you do in a day that you consider as a big jobs/works...(washing clothes/cooking/cleaning the floor of the house/cleaning the bathrooms/dropping and picking child from school and from activity classes)...  Please let me know of these activities which one do you feel is the least bothersome___________________why________________and the activity which you is the worst/hate to do___________________________why________________________________  Do you have any free time in a day...for how long would you be free (__________hrs in a day) what would you like to do in this free time (____________________________) what you would like most to do (browse the internet, go for some class – dance, music, handwork, etc, go for yoga/aerobic/gym classes to improve yourself – health wise and appearance, visit a friend)...why you want to do this_________________and why are you not doing this now___________________
  69. 69. 69  Do you go out to eat(______)how often do you go out to eat...(twice in a week/once in a week/once in a month)...which type of restaurants or hotels do you go to__________________________who all accompanies you to the restaurant/hotel________________________ . Questions on Air Freshener Cakes B/Format :  What is the brand of air fresheners cakes you make use of? (pls mention the name of the brand)  Which fragrance do you buy the most? (Please tick one answer)  Lavender  Rose  Sandal  Jasmine  Green Apple  Others______________________  Do you purchase the same fragrance every time ? (Please tick one answer)  Yes  No  Rate the following fragrances in order of your likeability? (eg., rank 1 – most likeable ; rank 8 - least likeable ) Fragrances Rank Lavender Rose Sandal Jasmine Green Apple Woody Orchid Others (______________________)
  70. 70. 70  Your Likes and Dislikes of Using an Air Freshener ? ( pls describe) Likes Dislikes C/Need & Benefits :  What is the need for buying an Air Freshener(Cakes) for your house? (pls describe)  Rank the following needs in the order of importance (eg., rank 1 - highest importance ; rank 10 - lowest importance ) Attributes Rank Bad odour remover Insect Repellant Makes room fresh Want to be seen using (prestigious) Enhances Mood Reasonably Priced Has Attractive packaging Easily Available Offers a wide range of fragrances Others______________________  What brands of Air Fresheners cakes you are aware of ? (pls mention the name of the brands)  Tick the following brands you are aware of ? (you can tick more than one)
  71. 71. 71  How is the cost of that brand of Air Freshener you use ? (pls describe)  How much are you willing to pay maximum for an Air Freshener cake ? (Size - ___________)  How many days does a cake of Air Freshener usually last ? (Please tick one answer)  Less than 30 days  30 days  30 to 45 days  More than 45 days  How many days ideally should a cake of Air Freshener last ? (Please tick one answer)  Less than 30 days  30 days  30 to 45 days  More than 45 days  How are the air freshener cakes cut open ? (Please tick one answer)  Wrapper fully opened  3/4th opened  Half opened  Cut open only at the ends D/Purchase :  Where do you make use of an air freshener cake ? (Multiple answers Possible)  Bathroom  Living room  Cupboards/Closets  Kitchen Brand Awareness Deo n’Fresh Odonil Alfa Plus Good Home Others_________________
  72. 72. 72  How often do you purchase an air freshener ? (Please tick one answer)  Once in a month  Once in two months  Once in two/three weeks  As and when it gets over  Are Air Freshener Cakes part of the monthly provisions list ? (Please tick one answer)  Yes  No  From where do you purchase an air freshener ? (Multiple answers possible)  Kirana(local nearby) Stores  Departmental Stores  Supermarkets  Pharmacy  At a time,how many packs do you buy ?.....  What packaging size do you buy the most ? (Please tick one answer)  50 gm  75 gm  100 gm  Combi packs  If Combi packs are bought, do you make use of the packs ? (Please tick one answer)  All at once (which place it is used ______________________________)  One by one  Who is the main person who influences you to decide on the brand of Air Freshener ? (Multiple answers possible)  Yourself  Husband/Kids  Shop Keeper  Friends/Relatives NUMBER OF PACKS
  73. 73. 73  Do you remember seeing any advertisement/commercial of an Air Freshener recently ? If so,please mention the brand of Air Freshener
  74. 74. 74 Questions on Room Freshener Sprays F/Format :  What is the brand of room freshener sprays you make use of? (pls mention the name of the brand)  Which fragrance do you buy the most? (Please tick one answer)  Lavender  Rose  Sandal  Jasmine  Green Apple  Others_________________  Do you purchase the same fragrance every time ? (Please tick one answer)  Yes  No  Rate the following fragrances in order of your likeability ? (eg., rank 1 – most likeable ; rank 8 - least likeable ) Fragrances Rank Lavender Rose Sandal Jasmine Green Apple Woody Orchid Others (______________________)
  75. 75. 75  Likes and Dislikes of Using a Room Freshener Spray ? ( pls describe) Likes Dislikes G/Need & Benefits :  What is the need for buying a room freshener spray for your house? (pls describe)  Rank the following needs in the order of importance (eg., rank 1 - highest importance ; rank 10 - lowest importance )  What brands of room freshener sprays you are aware of (pls mention the name of the brands) Attributes Rank Bad odour remover Makes room fresh Want to be seen using (prestigious) Enhances Mood Reasonably Priced Long lasting Easily Available Instant freshness Faster spread of fragrance Others______________________
  76. 76. 76  Tick the following brands you are aware of ? (you can tick more than one)  In a typical day,when do you make use of the room freshener sprays ? (Multiple answers possible)  During evening time  During morning time  On special occasions  whenever there is a bad odour  At what occasions do you make use of the room freshener sprays ? (pls describe) H/Purchase :  Where do you make use of a room freshener spray ? (Multiple answers Possible)  Bathroom  Living room  Cupboards/Closets  Kitchen  From where do you purchase the room freshener sprays ? (Multiple answers possible)  Kirana(local nearby) Stores  Departmental Stores  Supermarkets  Pharmacy Brand Awareness Air Wick Odonil Glade Good Home Premium Ambipur Others _____________
  77. 77. 77  How long does a can of room freshener spray last ? (Please tick one answer)  Less than 1 month  One month  Two month  More than 2 months  How often do you purchase a room freshener spray ? (Please tick one answer)  Once in a month  Once in two months  Once in three months  As and when it gets over  Who is the main person who influences you to decide on the brand of room freshener sprays ? (Multiple answers possible)  Yourself  Husband/Kids  Shop Keeper  Friends/Relatives  Do you remember seeing any advertisement/commercial of an Room Fresheners recently ? If so,please mention the brand of Room Freshener I/Odour Neutralizer – Awareness Check  Are you aware of the odour neutralizer sprays ? Yes .......................................1 No....................................... 2
  78. 78. 78 IF YES – CONTINUE.OTHERWISE – PROCEED TO MODULE J.  What brands of Odour neutralizers you are aware of ?(pls specify the brand)  What are the reasons for not buying odour neutralizer sprays ?(pls describe) J/ GOOD HOME – Awareness (pls tick)  Have you heard of the brand GOOD HOME Air Fresheners…………………(Yes/No)  Who said about this brand to you……………(friend/relative/shop keeper/Others____________)  Do you know which company manufactures this brand (Yes/No).If Yes,pls specify the name of the company ______________________________.  From where did you hear…(saw in the shops/saw advertisements/saw Prestige outlets/Others)
  79. 79. 79 BIBLIOGRAPHY 1 http://www.gelbconsulting.com/needs-assessment 2 http://facultyweb.berry.edu/nmiller/classinfo/601/Module%203/decision_processs.htm
  80. 80. 80 REFERENCES 1. http://www.ttkhealthcare.com/ 2. http://www.thehindubusinessline.com/industry-and- economy/marketing/article3248000.ece 3. http://smehorizon.sulekha.com/fresh-fragrance-in-indian-air-freshener-market_fmcg- viewsitem_7684 4. http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathes-a-fresh-lease-of- life/ 5. http://www.gifted.uconn.edu/siegle/research/Instrument%20Reliability%20and%20Valid ity/Likert.html 6. IMRB Project MESH – GD Guide, December,2011 7. IMRB Air Freshener TGI Profiling, April,2012
  81. 81. 81 CURRICULUM VITAE Name : Murali Krishnan S Date of birth : 29-10-1987 Educational Qualification : B.E (2005 – 2009) Institution : Crescent Engineering College, Anna University,Chennai. Specialization : Computer Science and Engineering Work experience : Assistant Systems Engineer,Tata Consultancy Services Limited (TCSL),Chennai December 2009 to May 2011

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