The presentation is based on Consumer Survey and Behavior Analysis. The sample size is 300 and it is a random sampling process.

1. Consumer survey and Behavior
Analysis

4. •To understand consumer behavior on deodorant, especially
Wild Stone.
•To understand where ‘wild stone’ stands among other
brands in the market of Kolkata.
•To study possible influencing factors behind the choice of
deodorant.

6. Age Group
15-20 30
21-25 104
26-30 85
31-35 72
36 & above 9
15-20
10%
21-25
35%
26-30
28%
31-35
24%
36 & above
3%

7. Occupation
Self-employed 8
Service 160
Student 132
self-
employed
3%
service
53%
student
44%

8. Preference
Both 21
P.deo 162
Deo 117
both
7%
P.deo
54%
deo
39%

9. Brand preference
Axe 43
Engage 54
Envy 1000 2
Fogg 51
He 12
Nivea 4
P.A. 18
Layer Shots 54
Wild Stone 62
axe
14%
engage
18%
envy 1000
1%
fogg
17%he
4%
nivea
1%
P.A.
6%
layer shots
18%
Wild Stone
21%

10. Do you switch brands
Yes 261
No 39
yes
87%
no
13%

11. Interest in buying new
deodorant in the market
Yes 188
No 112
yes
63%
no
37%

12. Reasonable price
100-150 55
160-200 158
210-250 80
250 & above 7
100-150
18%
160-200
53%
210-250
27%
250 & above
2%

13. What influences you to make
purchase decisions
Advertisement 100
Fragrance 65
Packaging 42
Price 86
Recommendation 7
advertisment
33%
fragrance
22%
packaging
14%
price
29%
recommenda
tion
2%

14. Do you know about Wild Stone
Yes 297
No 3
yes
99%
no
1%

15. Medium
Print media 9
TVC 286
Social media 9
print media
3%
TVC
94%
social media
3%

16. Have you used wild stone
Yes 257
No 43
yes
86%
no
14%

17. Problems faced while conducting the survey:
•Unwillingness of the customer to respond
•People thought that we are salesman
•Transportation
•Language
•Company did not provide us with an identity card, so it was
difficult to approach people

19. •Consumers finding the wild stone less lasting. Company needs to improve
the longevity of the fragrance.
•Company needs to modify the packaging.
•Company should focus on their advertisement. They should use a new
advertisement concept.
•The company should increase their presence in the social media, as
their marketing through this medium was very poor.
•Most of the customers have given the suggestion to introduce a
new deodorant in the market.

20. •The target segment is ‘youth’ of the country but somehow the results are
different. We are not able to motivate new customers to buy our product.
•Few of the customers who are very much price sensitive said that wild stone
is an overpriced product in deodorants.
•Company should work on the twist of the bottle as there are complains of
not working properly.
• Company should also try to bring some kind of family packs in order
to grab attention.
•Men prefer deodorant that has sweet & soothing smell & long lasting effect. They
find the fragrance of wild stone deodorant too strong.

21. •http://articles.economictimes.indiatimes.com/2015-06-29/news/63937554_
1_vini-cosmetics-rs-500-crore-60-crore
•http://articles.economictimes.indiatimes.com/2014-07-14/news/51485063_
1_itc-ltd-deodorant-market-market-share
•http://www.mcnroe.com/index.php
•Philip Kotler