FMCG industry, especially in deodorant sector there has been severe competition among the MNCs, national and local players. The deodorant can be divided into three customer segments: Female, Male and Teenager. In this scenario, it is very important for marketers to know the consumer behavior with respect to deodorant, which will be very useful in adopting suitable strategies. This research paper attempts to analyze the brand loyalty, satisfaction, awareness, and switching behavior of consumers regarding deodorants. It also examines the factors influencing brand choices. As they say, brand name hardly matters when it comes to deodorant, but consumers are becoming more brands loyal with these products. Since, a deodorant product comes under personal care products division, consumers has taken it as significant part of their life. Those brands, with which a consumer can connect their self, are the most preferred brand.

1. A Study on Customer Perceptions of
Leading Deodorant Brands in Kolkata:
Engage and Fogg
By
RUPAI BHADRA
ENROLLMENT NO: 010113043
PGPM 13
A Dissertation
Submitted to the Faculty of
Globsyn Business School in Partial Fulfilment of the Requirements
For the Post Graduate Program in Management – 13

2. 2
A Study on Customer Perceptions of
Leading Deodorant Brands in Kolkata:
Engage and Fogg
By
RUPAI BHADRA
PGPM-13
Approved:
________________________________
Prof. Kaveri Narang
Internal Guide
Senior Lecturer (Marketing)

3. 3
CERTIFICATE FROM INTERNAL GUIDE
Date:
The Director,
Globsyn Business School
XI-11 & 12, Block – EP, Sector –V
Salt Lake Electronics Complex
Kolkata 700091
West Bengal
INDIA
Dear Sir,
Sub: Candidate for Post Graduate Program in Management
I have the pleasure of forwarding the following project dissertation on “A Study on Customer
Perceptions of Leading Deodorant Brands in Kolkata: Engage and Fogg”
1. Name of the candidate: Rupai Bhadra
2. Title of Study: “A STUDY ON CUSTOMER PERCEPTIONS OF LEADING DEODORANT
BRANDS IN KOLKATA: ENGAGE AND FOGG”
3. Date of submission:
4. Specialization field: Marketing
5. Pages in study:
I further certify the following:
1. The candidate has completed the work to my satisfaction
2. This is an original work of the candidate and to best of my knowledge has not
been published anywhere else
3. The use of existing works have been duly acknowledged
4. The candidate has spent a minimum of 30 hours while conducting the study
The dissertation may now be evaluated for the purpose of awarding Postgraduate Diploma.
Yours sincerely,
Internal Guide
Kaveri Narang

4. 4
DECLARATION OF ORIGINALITY
This is to declare that the work is entirely my own and not of any other person, unless
explicitly acknowledged (including citation of published and unpublished sources).
The work has not previously been submitted in any form to Globsyn Business School, or to
any other institution for assessment for any other purpose.
I further declare that I have devoted a minimum of 30 hours to study the topic.
Name: RUPAI BHADRA
Enrolment Number: 010113043
Signed:
Date:

5. 5
ACKNOWLEDGEMENT
“It is not possible to prepare a project report without the assistance & encouragement of other
people. This one is certainly no exception.”
On the very outset of this report, I would like to extend my sincere & heartfelt obligation
towards all the personages who have helped me in this endeavor. Without their active
guidance, help, cooperation & encouragement, I would not have made headway in the
project.
I am ineffably indebted to Prof. Kaveri Narang for conscientious guidance and
encouragement to accomplish this assignment. I am extremely thankful and pay my gratitude
to my faculty Prof. Kaveri Narang for her valuable guidance and support on completion of
this project in it’s presently.
I extend my gratitude to Globsyn Business School for giving me this opportunity.
I also acknowledge with a deep sense of reverence, my gratitude towards my parents and
member of my family, who has always supported me morally as well as economically.
At last but not least gratitude goes to all of my friends who directly or indirectly helped me
to complete this dissertation.
Thanking You
Rupai Bhadra

6. 6
TABLE OF CONTENTS
CONTENTS PAGE NO:
1. APPROVAL NOTE ------------------------------------------------------ 2
2. CERTIFICATE FROM INTERNAL GUIDE -------------------------- 3
3. DECLARATION OF ORIGINALITY ---------------------------------- 4
4. ACKNOWLEDGEMENT ------------------------------------------------ 5
5. TABLE OF CONTENTS ------------------------------------------------- 6
6. LIST OF FIGURES -------------------------------------------------------- 7
7. ABSTRACT ---------------------------------------------------------------- 8
8. CHAPTER 1: INTRODUCTION ---------------------------------------- 9-11
9. CHAPTER 2: LITERATURE REVIEW -------------------------------- 12-14
10. CHAPTER 3: DATA AND FINDINGS -------------------------------- 15-30
11. CHAPTER 4: CONCLUSION ------------------------------------------- 31
12. CHAPTER 5: LIMITATION --------------------------------------------- 32
13. CHAPTER 6: RECOMMENDATIONS --------------------------------- 33
14. REFERENCES -------------------------------------------------------------- 34

7. 7
LIST OF FIGURES
FIGURE PAGE NO
Table 1 & Chart 1 --------------------------------------------------------- 16
Table 2 & Chart 2 --------------------------------------------------------- 16
Table 3 & Chart 3 --------------------------------------------------------- 17
Table 4 & Chart 4 --------------------------------------------------------- 18
Table 5 & Chart 5 --------------------------------------------------------- 19
Table 6 & Chart 6 --------------------------------------------------------- 20
Table 7 & Chart 7 --------------------------------------------------------- 21
Table 8 & Chart 8 --------------------------------------------------------- 22
Table 9 & Chart 9 --------------------------------------------------------- 23
Table 10 & Chart 10 --------------------------------------------------------- 24
Table 11 & Chart 11 --------------------------------------------------------- 25
Table 12 & Chart 12 --------------------------------------------------------- 26
Table 13 & Chart 13 --------------------------------------------------------- 26
Table 14 & Chart 14 --------------------------------------------------------- 27
Table 15 & Chart 15 --------------------------------------------------------- 28
Table 16 & Chart 16 --------------------------------------------------------- 29
Table 17 & Chart 17 --------------------------------------------------------- 30
Table 18 & Chart 18 --------------------------------------------------------- 30

8. 8
ABSTRACT
The marketing scenario in India has undergone vast change since 1991 due to the economic
reforms. Post-liberalization, competition intensified in every product line and market, which
forced brands to redefine their norms of existence in all industries. In the FMCG industry,
especially in deodorant sector there has been severe competition among the MNCs, national
and local players. The deodorant can be divided into three customer segments: Female, Male
and Teenager. In this scenario, it is very important for marketers to know the consumer
behavior with respect to deodorant, which will be very useful in adopting suitable strategies.
This research paper attempts to analyze the brand loyalty, satisfaction, awareness, and
switching behavior of consumers regarding deodorants.
It also examines the factors influencing brand choices. As they say, brand name hardly
matters when it comes to deodorant, but consumers are becoming more brands loyal with
these products. Since, a deodorant product comes under personal care products division,
consumers has taken it as significant part of their life. Those brands, with which a consumer
can connect their self, are the most preferred brand.

9. 9
CHAPTER: 1 INTRODUCTION
1.1. STUDY BACKGROUND
India has witnessed exponential growth in the last two decades post liberalization, which in
turn led to a sharp increase in the income of the middle class & lower middle class segment,
which ultimately lead to the increase in discretionary spending. Indian deodorant market has
witnessed a CAGR of about 18 % last year, and over 20 % since the last 5 years.
There has been an upsurge in demand from small cities owning to change in lifestyle &
aspiration of middle class; Deodorant companies are now shifting their focus from large
metro cities and exploring other markets and gearing up to launch a range of affordable
deodorants, perfumes and colognes during summers. Deodorant industry is highly fragmented
& there is no brand loyalty. More than 500 type of deodorant are available of more than 300
brands.
Deodorant comes under personal care category, but unlike the norm in personal care which is
generally dominated by women; deodorant market is dominated by Men. Men generally work
outdoors for long hours in hot & humid conditions. Hence, Men require deodorant to keep
them fresh throughout the day. Deodorants are of two types Perfume passed deodorants &
Antiperspirant. Around 69 % of the market is controlled by Men’s deodorant products, and
this category is evolving along with change is consumer attitude & lifestyle. Besides
deodorant, high-end perfumes in the men category are also doing considerably well due to the
growing urge among urbane Indian males to stay well-groomed.
There are limited options for women but the segment is growing rapidly, as women have
started switching to deodorants from Talcum Powder as well as perfumes. Women segment is
still an untapped category with enormous growth potential. Indian women have traditionally
preferred perfumes to deodorants, but this is changing slowly. Hindustan Unilever is one of
the largest players in deodorant market & has products like Axe, Rexona and Dove.
The number Uno position of HUL has been challenged by Vini cosmetics which is promoted
by Darshan Patel. FOGG has a unique positioning, as it is high on fragrance & it uses a non-
aerosol pump which does not require gas. Hence FOGG does not vaporize easily and linger
when sprayed on - overall a value for money proposition. FOGG has turned this factor into a
marketing pitch. FOGG has more number of sprays per bottle as compared to any of its
competitor, which has been communicated effectively to the consumer through the Brand
communication efforts. During the initial launch, FOGG was more than 15 % expensive than
its competitors. This gap between FOGG & its competitors has reduced to 7-8 %, as most of
the competitors have increased prices.
FOGG with its unique selling proposition and has cleverly managed to tap into the needs &
aspirations of youth. It seems to be delivering on the value quotient and it liked by the
customers. FOGG has also diversified in the women’s category by launching FOGG
delicious for women. This functionality of FOGG , more number of sprays in a bottle struck a
chord with the consumer in an inflationary environment. FOGG has a differentiated value

10. 10
proposition from all its competitors. It has a effective advertising strategy and branding
targeting the youth
VINI outsources manufacturing for all its products, including its most popular band FOGG.
This allows the company to focus on its core competency, marketing the product. VINI has
been able to create & maintain a sustainable competitive advantage. Vini Cosmetics through
its unique positioning and value proposition has been able to attract consumers and fulfill
their aspirations.
The fall of Axe from the number Uno position has been due to many factors, the positioning
of Axe as a chick magnet & helping men be attractive to women, has been copied by many
Me too brands like wild stone . AXE generally had saucy ads showing barely clothed women
throwing themselves at men. Axe advertisement which showed angels dropping from the
skies when a man uses AXE, was not considered appealing by the Indian consumers.
Axe has now launched a new advertisement of Boat party, The AXE Boat Party is all set to
make its India debut in Goa, and it has stuck a chord with customers. More than 2.5 million
customers have tried to register for the boat party. It remains to be seen whether the consumer
interest will translate into the actual product sale.
The deodorant market is largely youth centered, who constitute the bulk of India's population.
Deodorants are taking the place of talcum powder just the way tooth paste displaced tooth
powder a long time ago. There are many little known companies that are churning out smell-
good sprays for customers in smaller towns and rural areas, people from middle income &
low income group also taking up deodorants. Given the penetration of deodorant is still
moderate and the consumption low ,as compared to the other developed countries, We can
say that the deodorant market is still in a phase of growth. Deodorant industry has low entry
barriers and good margins, which makes it one of the most sought after industry by Indian
Personal care & Pharmacy companies.
Since there is very little brand loyalty, even new players can gain market share. Going
forward, the brands that are able to drive penetration as well as usage would emerge as
winners.
1.2. Brief Overview
Deodorants Market in India
The market was pegged at 283 crores in 2007 and it grew by a whopping 40% per annum to
1,521 crores by 2012 (Source: Outlook Business). The market now is estimated to be around
2,200 crores.
The market is growing at a handsome 15-20% per annum. At this rate, the market will touch
Rs. 3,000 crores in 2017.
Only 16 out of 100 people use deo in metros and overall urban penetration is 10 out of 100.
This offer a huge scope of growth in future. This is the reason every big and small company
is entering this space.

11. 11
Male deo make up 70% of the market. Deo is still a man's product since men go out to work
more than women. Deo for men are also costlier priced. The deo market is still a very urban
phenomenon with almost 75% of sales taking place in top 20 cities of India. Delhi NCR
contributes to 14% of India sales. These skews will come down as the market matures.
Market Potential
The market seems to have tremendous potential for growth. The category will grow among
men as penetration goes up. Women's deo will also show good growth. Rural, though small,
is growing at around 30% p.a. and will become sizeable after 5 to 10 years. Looking at this
potential, Marico, Emami and ITC have entered the category in the last few years apart from
a plethora of local players. The market has around 500 brands and 986 variants as per one
news report.
1.3. Aim & Objective:
The main objective of the paper is to examine the competitive strategy adopted & focus by
players. The following are the specific objectives of the study.
 To identify the product attributes that influence the purchasing process
 To assess the brand loyalty of consumers
 To evaluate the satisfaction level of consumers with regard to their present
deodorant brand
 To assess the market share of different deodorant brands in the market
segment taken up for investigation
 To offer suggestions to FMCG companies
Deodorant industry is only industry where the product is a mass product. The deodorant
market is littered over with several, leading national and global brands and a large number of
small and local brands. Deodorant, despite their divergent brands, is not well differentiated by
the consumers. This results in fragmented market and obviously leads to a highly competitive
market. In deodorant market, strong brand equity and a wide distribution network are vital in
attracting customers. Brand equities are built over a period of time by technological
innovations, consistent high quality, aggressive advertisement and marketing. Availability of
the products is another crucial success factor, as products are of small value, frequently
purchased daily use items. So, there is always a chance of brand switching due to impulse
buying. A deep insight of consumer brand loyalty and satisfaction can help marketers retain
the existing customers and entice new ones. In this backdrop, this study is undertaken to
examine the consumers' brand awareness, loyalty, and satisfaction towards toilet soaps. The
factors influencing brand selection and brand switching are also assessed.

12. 12
CHAPTER: 2 LITERATURE REVIEW
Success of FOGG
To be a market leader, the most important aspect is to understand consumer needs and then
make them understand by comparing its utilities with their needs. In present market
conditions, it takes years for a product to cement its place and compete with the existing
brands. If we just imagine the scenario some years back, the only brand in deodorant market
which we could remember was Axe. In less than a year axe, a market leader with market
share of 18 % has been toppled by Fogg, taking a market share of 12% in short span of 2
years. Presently Axe, has even lost the 2nd spot and is on 3rd position in market share after
Fogg and Park Avenue.
Axe, launched in India in 1999 and is a global brand available in 60 countries. Axe has
consistently strengthened its imagery of a cool, iconic and youth brand. Fogg was launched in
India in 2011 with a new concept of no gas and only perfume. The basic idea of Fogg was to
tap a market gap and understand human psyche.
With Deodorant market today stands at 1500 crore, growing 5 folds in past 5 years. We
would analyze both the brands with some parameters to have better understanding.
Image: company website

13. 13
COMPANY, TAGLINE AND USP
Fogg is a product of Vini Cosmetics with a punch tagline of “without gas body spray” and
“again finished”. It came with a basic USP of long lasting fragrance and guaranteeing 800
sprays for a single Fogg bottle.
Axe a bi product of HUL limited mainly concentrated with advertisements usually
broadcasted with Indian youth in mind. The angels dropping from the sky and dark
temptation advertisements from Axe are tough to forget.
INNOVATION IN INDIA
Businesses are successful if they prioritize consumer behavior and innovation. When all the
Deodorants brands were coming with the same type of product, Vini cosmetics came up with
a different type of product, a liquid based product instead of gas. The people of India have a
common mindset of getting more for less capital. Fogg understood this human behavior and
delivered a product in Indian market with demonstrating this product with only liquid and no
gas. Axe, on the other hand was concentrating on more fragrances by keeping an image of
cool and iconic brand.
STP
Fogg, identified distinct group of buyers as fashion oriented and trendy. It segmented the
people who are willing to try new products with a common notion of getting more for less.
The target group of Fogg was similar to other deodorant brands as young and middle class.
The brand even targeted women by selling large varieties of women deodorants. The market
share of Fogg in women deodorant segments has garnered share of around 10%. It positioned
its product as a deodorant with only liquid and which lasts longer than any other deodorant in
the market.
Axe, also segmented mainly students and bachelors with middle and upper middle income
group with similar psychographic as outdoor-oriented and trendy. The target group of Axe
was Males (18-30 years). It tried to target youngsters mind by showcasing the product which
can attract girls. They targeted the audience presuming that Indians will adopt the foreign
commercial easily. It positioned its product by continuously launching new fragrances with
internet based marketing.
COMPONENTS OF MARKETING MIX
Fogg products were marketed with quantity, quality features and services. Axe was instead
marketed with Brand Name, Packaging, and quality and mainly with variety.
The other component price of marketing was one of the special traits which made fogg
initiate and secured its place as market leaders. Fogg kept its price at par with other
deodorants and projected it as long lasting and more efficient.
Now the third component of marketing mix is place. Place components were almost the same
for both the brands. Both concentrated on similar mediums such as channels, coverage and
location.

14. 14
Now the last component of marketing mix promotion was the one which basically made the
difference between the two brands. The basic aspects were different ways of advertising the
product. Axe used adventurous marketing; fogg used a marketing formula of upgrading its
own image by degrading the image of other deodorants.
MARKET STRATEGY
Vini Cosmetics, an Indian based firm strategized Fogg with an image which could directly
strike the Indian psyche. They understood the market and came with a product which could
set their image as a product with utilitarian use. Instead of having a same strategy of gas
based product they tapped the Indian market with a deodorant full of liquid. It was never
happened before that a similar product came with a similar idea.
One more important was advertising the product with a different angle. The theme of 85 % of
the deodorant advertisements could be summed to hulk, foreign girls and the girl’s attraction
after he sprays deodorant on his body. Fogg never advertised in this way. It projected itself
with a product who values Indians by giving them product which can be utilized more in a
similar price. The other aspect which Fogg concentrated was showing other deodorants as
wasteful and with long lasting aroma.
The other area which Fogg tapped was women deodorant market. Axe was mainly
concentrated on Men’s grooming products.
REVENUE
Total Revenue for HUL is projected to be 30,170 crores in 2014-15. In 2000 crore deodorant
market, Fogg is a leader with 12% market share. The revenue from Fogg is around 25 crores
as compared to axe which decreased to less than 20 crores. Viewing these figures HUL at
present scenario can’t proudly say Axe as a product which led the market few years back.
IMPACT
Success of Fogg in such as short span of 2 years can be focused on two clusters, market
performance and brand performance. The impact of the product can be realized by a simple
fact that it surpassed the product which was launched more than a decade before Fogg came
into the market. It would be wonderful to see in the future if HUL launch a similar product
which values liquid more than gas or it will innovate the same product and make Axe reach a
commanding position in coming years.

15. 15
CHAPTER 3: DATA & FINDINGS
Objectives of the Research
The main objective of the project is as follows:-
 To understand the behavior pattern of consumers while buying deodorant.
 To find out which factor influences consumers more while purchasing the deodorant.
 To find out whether advertisements or promotional activities really affect a
purchasing decision or not.
Methodology
 A well-structured questionnaire was prepared in which there were both open-ended
question as well as close-ended questions.
 Data collection: - Both primary as well as secondary data are used in the research
process.
 Sample size: - 56
 Sampling technique: - Convenience sampling method was used to collect data.
 Sample Area : Kolkata

16. 16
Gender Classification of the Respondents
Table 1: -
Particulars No of Respondents
Male 28
Female 28
Total 56
Chart 1: -
Usage of Deodorant
Table 2: -
Particulars No of Respondents
Yes 55
No 1
Total 56
Chart 2: -
Analysis: From the survey it has been clearly analyzed that each and every respondent
whether male or female uses deodorant daily. Therefore, there is huge scope and
development for this industry.
50.00%
50.00%
Male
Female
Yes, 55
No, 1

17. 17
Completed Years of Age of the Respondents
Table 3:-
Age Group No. Of Respondents
Less than 20 years 0
20- 25 years 46
25- 30 years 10
More than 30 years 0
Total 56
Chart 3: -
Analysis: - Majority of the people is of age group of 20-25 years of age, while there is no
respondent belonging to the age group less than 20 years and greater than 30 years.
0%
82%
18%
0%
<20
20-25
26-30
>30

18. 18
Category of Deodorant Prefer By Respondents
Table 4: -
Particulars No of respondents
Fogg 27
Engage 26
Secret Temptation 4
Dove 1
Eva 1
Sprinz 2
Yardley 7
Park Avenue 5
Other 13
Chart 4:-
Analysis: ITC’s Engage secure 2nd position according to the responses followed by Fogg. So
Engage is a Rival of Fogg.
27
26
4 1 1 2
7
5
13
0
5
10
15
20
25
30
Fogg Engage Secret
Temptation
Dove Eva Spinz Yardley Park
Avenue
Other
Which Brand Deodorant do You use?

19. 19
Factors Which a Consumer Choose While Purchasing a
Deodorant
Table 5:
Factors No of Respondents
To feel Fresh 43
You Like the fragrance 9
To smell good 38
To get rid out of sweat 9
To kill bacteria 2
Other 1
Chart 5:
Analysis: Male or Female both of them uses deodorant to feel fresh and also to smell good.
43
9
38
9
2
1
0 5 10 15 20 25 30 35 40 45 50
To Feel Fresh
You Like the Fragrance
To Smell Good
To get rid out of Sweat
To kill bacteria
Other
Why do You use Deodorant?

20. 20
How Frequently Deodorant use?
Table 6:
Frequency No of respondents
Once in a Day 21
Twice in a day 28
Thrice in a day 6
In weekends 1
Others 1
Total 56
Chart 6:
Analysis:
Most of the respondents use deodorant twice in a day, to feel fresh and to smell good.
0 5 10 15 20 25 30
Once in a Day
Twice in a Day
Thrice in a Day
Weekends
Other
How Frequently Do You Use Deodorant?

21. 21
When You Use Deodorant?
Table 7:
When No of Respondents
In Office 28
In Collage 40
In Party 29
In Occasions 34
Other 6
Chart 7:
Analysis: People use deodorant in their work places, as most of the respondents are collage
students they choose in collage they use deodorant.
0 5 10 15 20 25 30 35 40 45
In office
In Collage
In Party
In a Occation
Other
When You Use?

22. 22
Category of Deodorant Variety Prefer By Respondents
Table 8:
Particulars No of respondents
Fogg 28
Engage 22
Secret Temptation 1
Dove 0
Eva 1
Sprinz 6
Yardley 5
Park Avenue 2
Other 11
Chart: 8
Analysis: Most of the respondents thought that Fogg have the better variety followed by
Engage.
0
5
10
15
20
25
30
Which One have the better Variety?

23. 23
Medium of Advertisement Which Affects More
Table 9:
Particular Respondents
TV Commercial 41
News Paper 6
Radio 1
Friends, Family, etc.. 30
Other 2
Chart: 9
Analysis: TV commercials and Word of mouth influence more in purchasing a deodorant
brand.
0 5 10 15 20 25 30 35 40 45
TV Commercial
News Paper
Radio
Friends, Family, etc..
Other
From Where You Came To Know About The
Product?

24. 24
From Where Do You Buy Deodorant?
Table 10:
Particular Respondent
Online 7
Kirana Stores 6
Retail Stores 39
Shopping Malls 30
Other 2
Chart: 10
Analysis: Most Respondents buy deodorant from Cosmetic shops and shopping malls.
0 5 10 15 20 25 30 35 40 45
Online
Kirana Store
Cosmetic Shops
Shopping Malls
Other
From Where You Buy The Deodorant?

25. 25
Fogg Is Better Than Engage
Table 11:
Action Respondents
Strongly Agree 13
Moderately Agree 7
Neither Agree nor Disagree 17
Moderately Disagree 11
Strongly Disagree 8
Chart: 11
Analysis: Most of the people (17 out of 56) say that they are neutral point of view about Fogg
and Engage. So, there is not much differentiation between Fogg and Engage. But 13 people
are strongly agreed that Fogg is better than Engage.
0 2 4 6 8 10 12 14 16 18
Strongly Agree: 1
Modarately Agree: 2
Neither Agree nor Disagree: 3
Modarately Disagree: 4
Strongly Disagree: 5
Fogg is Better than Engage

26. 26
Satisfied with Fogg
Table 12: Chart 12:
Satisfied With Engage
Table 13: Chart 13:
Analysis: From Table 12 most of the respondent (13 out of 56) neither satisfied nor
dissatisfied with Fogg. And from Table 13 also we can see that most of the respondent
neither satisfied nor dissatisfied with Engage. Because 14 out of 56 respondents are like
Engage where as 12 out of 56 like Fogg. So, there are hardly any differences between Fogg
and Engage.
0 2 4 6 8 10 12 14
Strongly Agree: 1
Modarately Agree: 2
Neither Agree nor Disagree: 3
Modarately Disagree: 4
Strongly Disagree: 5
Satisfied With Fogg
0 5 10 15 20
Strongly Agree: 1
Modarately Agree: 2
Neither Agree nor Disagree: 3
Modarately Disagree: 4
Strongly Disagree: 5
Satisfied With Engage
Action Respondents
Strongly Agree 12
Moderately Agree 11
Neither Agree nor
Disagree
13
Moderately
Disagree
10
Strongly Disagree 10
Action Respondents
Strongly Agree 14
Moderately
Agree
10
Neither Agree
nor Disagree
18
Moderately
Disagree
9
Strongly
Disagree
5

27. 27
How Frequently You Buy Deodorants?
Table 14:
Particular Respondents
Once in a month 28
Once in a two month 15
Once in a three month 8
Use more than 3 months 5
Chart: 14
Analysis: Most of the people buy deodorant once in a month, as they use deodorant daily.
0 5 10 15 20 25 30
Once in a Month
Once in a Two Month
Once in a Three month
Use more than 4 month
How Frequently You Buy the Deodorant?

28. 28
Which Engage Fragrance You Love The Most?
Table 15:
Particular Respondents
Engage Rush & Blush 15
Engage Mate & Spell 11
Engage Urge & Tease 7
Engage Drizzle & Frost 16
Engage Trail & Jump 2
Engage O'Whiff & Intensity 1
Engage Tempt & Fuzz 10
Engage Abandon & Awe 2
Other 10
Chart: 15
Analysis: Engage Drizzle & Frost and Engage Rush & Blush have demand in market. Most
of the respondents are like to use these fragrances of ITC Engage.
0
2
4
6
8
10
12
14
16
18
Engage
Rush &
Blush
Engage
Mate &
Spell
Engage
Urge &
Tease
Engage
Drizzle &
Frost
Engage
Trail &
Jump
Engage
O'Whiff &
Intensity
Engage
Tempt &
Fuzz
Engage
Abandon &
Awe
Other
Which Engage Fragrance You Love the most?

29. 29
Which Fogg Fragrance You Love The Most?
Table 16:
Particular Responses
Fogg Adventure Deo spray 15
Fogg Ultimate Deo Spray 8
Fogg Delicious Deo Spray 8
Fogg Emperor Deo Spray 4
Fogg Essence Deo Spray 5
Fogg Emperial Deo Spray 5
Fogg Marco Deo Spray 6
Fogg Nepoleon Deo Spray 2
Fogg Paradise Deo Spray 6
Fogg Radiate Deo Spray 3
Fogg Royal Deo Spray 8
Other 10
Chart: 16
Analysis: Fogg Adventure Deo spray have demand in market, people like to use this
Fragrance.
0
2
4
6
8
10
12
14
16
Which Fogg Fragrance You Love the most?

30. 30
Do You Recommend Fogg to Others?
Table 17:
Particular Respondent
Yes 33
No 23
Chart 17:
Do You Recommend Engage to Others?
Table 18:
Particular Respondent
Yes 35
No 21
Chart 18:
Analysis: according to the responses 35 and 33 respondents out of 56 are like to recommend
Engage and Fogg to others respectively. So, there is a huge competition between them, and
people find hardly any differences between them.
59%
41%
Do You Recommended Fogg to others?
Yes No
62.50%
37.50%
Do You Recommend Engage to others?
Yes No

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CHAPTER 4: CONCLUSION
 There is a relation between age and the factors which affect buying behavior. It has
been found that age is a major factor which affects buying behavior of consumer.
 Young generation buys deodorant on the basis of the fragrant associated with it,
whereas after a certain age people are more conscious about their health and when
buying a deodorant hygiene factor is there on their top of mind
 Advertising affects buying decision of a consumer as it has been seen that TV
advertisements and Word of Mouth another factor that influence Consumer to make
purchase decisions.
 When sales promotional activities are there people are more attracted towards it as
when asked, 40 out of 56 respondents said that promotional activities affects their
purchasing decision.

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CHAPTER 5: LIMITATION
 Here my study is limited to kolkata only except other locations of West
Bengal. Even I can’t cover total kolkata Area, so my report can’t give a exact
idea about Kolkata Market.
 Respondents are busy in nature consumers were not cooperate to me to answer
my questionnaires properly.
 Inappropriate data from consumers.
 Limited sample size may fail the inductive generalization.
 People may hesitant to disclose the true fact of their thoughts.
 Multiple answers in few questions which caused difficulty in proper data
analysis.
 The project was taken as a part of my dissertation, as the time was limited so
the survey was confined to few people only.
 Consumers were always keeps busy in their business, so some of them didn’t
response.
 We can’t consider that respondents are filling the questionnaire seriously;
some may fill it for the sake of filling it.

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CHAPTER 6: RECOMMENDATION
According to the survey consumers find hardly any differences between Fogg from
Vini Cosmetics and Engage from ITC Ltd. . Fogg only have the idea 800 spray No Gas,
where Engage have the trusted Brand name. There is a neck to neck competition between
them. So, according to the response we can recommend some solutions.
 As Fogg is from Vini Cosmetics and Engage from ITC, where Engage have an
advantage over Fogg. Because Engage is from a well known brand ITC. So,
Fogg should be more visible to the customers.
 Engage have a different attractive website, which have the details about the
product. Where Fogg don’t have any website neither Vini Cosmetic have any
website. So, Fogg must create a official website or Vini Cosmetics can also
show their products on their official website.
 Engage have an official facebook page, with 2, 96,473 likes, and 12.5k
followers in twitter. Where Fogg neither have any official website nor even
present in any social sites. So, Fogg should be present in social media, as most
of the youngsters are using these social media, and they like to participate in
events, so they can also arrange some online contest.

34. 34
CHAPTER 7: REFERENCES
http://articles.economictimes.indiatimes.com/2014-07-14/news/51485063_1_itc-ltd-
deodorant-market-market-share
http://timesofindia.indiatimes.com/business/india-business/Fogg-clouds-Axe-effect-rises-to-
number-1-spot/articleshow/27493278.cms
http://www.mbaskool.com/business-articles/marketing/14138-fogg-deodorants-capturing-the-
market.html
https://www.quora.com/unanswered/What-is-a-good-deodorant-to-go-with-Fogg-Envy-1000-
Layer-Shot-or-Engage
http://www.business-standard.com/article/management/fogg-disrupts-deodorants-
114011501176_1.html
http://www.business-standard.com/article/management/wild-stone-steps-into-fogg-s-domain-
with-no-gas-variant-114082801198_1.html
http://viragbrand.blogspot.in/2014/03/no-gas-only-deo-by-foggnow-envy1000.html
http://adopinions.blogspot.in/2014/09/i-always-believed-that-if-you-have.html
http://www.engagedeo.com/
http://www.itcportal.com/businesses/fmcg/personal-care-products/Engage-Deo.aspx
http://itcportal.mobi/brands-microsite/engage.aspx