Research on soap

Research Methodology Research On Soap
BIET MBA Programme, Davangere Page 1
Executive Summary
Problem Formulation In this competitive era the Indian market is flooded with different
brands of soap with a vast variety of qualities differentiating them in different categories.
The purpose of the survey is to find out the behaviour of customer towards these brands
and finding out which brand is weakest.
FMCG industries the most emerging industry now a days in Indian as well as global
market. In India it is the 4th
largest market, which shows that how important the industry
is and how much it contributes towards our economy FMCG includes the personal care
products also like soaps, shampoos etc. so our project mainly focuses on the market and
study of” BATH SOAP IN INDIA”.
It consists various multi-national & domestic companies. Major players are UNILEVER
(HLL), our main focus is on Hindustan Unilever ltd, HLL is having largest market share
within our country which give tough competition to other local and domestic companies
also. Bath soap market is gradually developing very fast and day by day many new
varieties, flavors, and fragrance, are added in it by various companies to exist in the
market.
The management problem is “Consumers buying behavior towards soap”. Based on this
management problem the various objectives are formulated like: To know the reasons for
a switch over one brand to another, to find out factor that influences a person to buy a
particular brand soap, to determine consumer budget, to evaluate the effectiveness of
advertisement of soap, to find out the opinion about the soap.

Chapter 1: Statement of the problem
1.1. Literature review.
Study the customer buying behaviour on various soap brands and finding out which is the
strongest and weakest brand and suggesting the best possible strategy for weakest brand
among the brands taken under consideration and relating the different aspects of customer
buying pattern, habit and preference.
1.2. Background of the problem.
Problem Formulation In this competitive era the Indian market is flooded with different
brands of soap with a vast variety of qualities differentiating them in different categories.
The purpose of the survey is to find out the behaviour of customer towards these brands
and finding out which brand is weakest.
1.3. Statement of problem and objectives.
Consumers buying behavior towards soap
 To know the reasons for a switch over one brand to another.
 To find out factor that influences a person to buy a particular brand soap.
 To determine consumer budget.
 To evaluate the effectiveness of advertisement of soap.
 To find out the opinion about the soap.
1.4. Limitations.
The sample size is small i.e. 80 which certainly not reflect the whole society. Data can
vary for different places. Responses can be biased because of human behaviour. Survey
was conducted in Bapuji College & Davangere a local area which is also a limitation. For
many of the data analysis cases, simple descriptive tests are used.

Chapter 2: Research design
2.1. Type of the research design.
Descriptive Research- the descriptive research design is one that describes the things such
as the market potential for a product. It describes systematically a situation, problem,
phenomenon, service or program and describes attitude towards an issue. The main
purpose of such studies is to describe what is prevalent with respect to the issue/problem
under study. It includes questionnaire survey and fact-finding inquiry.
2.2. Data collection from primary & secondary sources.
The data can be collected from primary and secondary sources. In this data collects from
primary data and supplemented by secondary data from the magazines, journals etc. The
techniques will be use questionnaire and interviews Random samples that are
representative of the population are chosen & also data can be collected from Google,
slide share etc. Primary data collect by the Davangere populations by creating a
questionnaire using different type of scales
2.3. Scaling techniques.
As on study could be successfully completed without proper tools & techniques, same is
with is with this project. For the best presentation & right explanation we used tools of
statistics & computer very frequently which helped us to analyze the data properly. The
questionnaire are designed on the bases of different type of scales like Nominal, Ranking
Rating & Likert scale and also a Basic tools which we used for this project are:
 BAR GRAPH
 PIC CHART
 TABLE
Technological tools:
 MS- WORD & MS- EXCEL

2.5. Questionnaire development and pretesting.
By refering secondary data questionnairs prepared a research questionnairs and did a Pre
testing questionnaies In this a 'pilot survey' was done so as to see which item are most
commonly used and 'trial survey' is conducted to see what necessary changes are to be
made by deleting of adding the questionnaire as required and finally the questionnaire
made which is use for the purpose of this study.
2.6. Sampling design.
A sample design is a definite plan for obtain9ing a sample from a given population. The
entire individual who consumes soaps, a sampling frame is a list of all the items in our
population. “People live in Davangere city”. The frame would name, address and phone
number all of those people.
2.7. Field work.
We have restricted the sample size to 80 respondents. This was done keeping in mind the
time constraints & the fact that we felt this number would be enough to serve the
information needs required to show the trends.
Sampling techniques: Simple random sampling
Sampling Area: Bapuji College & Davangere a local area

Chapter 3: Data analysis
3.1. Methodology.
Research refers to search for knowledge. It is the pursuit of truth with the help of study,
observation, composition and experiment. Research methodology is a systematic way to
solve the research problems. It helps in studying the various steps that are adopted by
researcher to study the research problems along with the logic behind it. It describes what
must be done, how will be done, what data will be needed and how the data will be
analysed.
3.2. Plan of data analysis.
The descriptive research design is one that describes the things such as the market
potential for a product. It describes systematically a situation, problem, phenomenon,
service or program and describes attitude towards an issue. The main purpose of such
studies is to describe what is prevalent with respect to the issue/problem under study. It
includes questionnaire survey and fact-finding inquiry.

3.3 Analysis and interpretation:
Table no.3.3.1.Gender distribution
Gender Male Female
100% 51.2% 48.8%
Source: survey 2021
Graph no.3.3.1.Gender distribution
Source: survey 2021
Inference: From the above pie chart it is founded that 48.8% were females & 51.2%
were males.

Table no.3.3.2.Age groups
Age groups (years) In percentage
< 15 2.5%
16-25 60%
26-35 21.3%
35> 16.2%
Source: survey 2021
Graph no.3.3.2.Age groups
Source: survey 2021
Inference: from the above graph it is depicted that 60% of soap users are high in 16-
25 age groups, 21.6% of soap user in 26-35 age group, 16.2% of soap users in above
35 age groups and 2.5% of soap users under 15 age groups.

Table no.3.3.3.Employment
Occupation In percentage
Student 65.8%
Business 10.1%
Employee 13.9%
House wife 10.1%
Source: survey 2021
Graph no.3.3.3.Employment
Source: survey 2021
Inference: from the above graph it is founded that 65.8% were students, 10.1% were
business man, and 13.9% were employee & 10.1% house wife.

Table no.3.3.4.Family members.
Members In percentage
2-3 21.3%
4-5 60%
6-7 11.3%
8-9 7.5%
Source: survey 2021.
Graph no.3.3.4. Family members.
Inference: from the above graph it is depicted that 21.3% were 2-3 members, 60% were
4-5 members, 11.3% were 6-7 members & 7.5% were 8-9 members in family.

Table no.3.3.5. Soap users.
Users In percentage
Yes 100%
No 0%
Graph no.3.3.5. Soap users
Inference: from the above graph it is founded that all the users were using soap

Table no.3.3.6. Most like.
Soap In numbers
Lux 1
Santoor 4
Life buoy 5
Margo 2
Pears 5
Medimix 3
Graph no.3.3.6. Most like
Inference: from the above graph it is depicted that most liked soap is LUX and least liked
LIFE BUOY & PEARS.

Table no.3.3.7. Soap advertisement
soap advertisement In numbers
Lux 1
Santoor 4
Life buoy 4
Pears 3
Medimix 2
Graph no.3.3.7. Soap advertisement
Inference: From the above graph it is founded that soap advertisement influence more on
LUX & least is SANTOOR and LIFE BUOY.

Table no.3.3.8. Frequency of purchase
Purchases In percentage
Weekly 12.5%
Bio-monthly 10%
Monthly 63.7%
Quarterly 12.5%
Semi-annually 1.3%
Graph no.3.3.8. Frequency of purchase
Inference: From the above graph it is depicted that most of the users were purchases
based monthly, 10% users were purchase on bio-monthly & some users weekly &
quarterly

Table no.3.3.9. Usage
Usage In numbers
Lux 2
Dettol 6
Cinthal 5
Medimix 3
Margo 4
Wild stone 7
Mysore sandal 1
Graph no.3.3.9. Usage
Inference: From the above graph it is founded that Mysore sandal is morally used by the
users and Wild stone never used by the users.

Table no.3.3.10. Most preferred soap
Most preferred soap In percentage
50gm 18.8%
75gm 18.8%
100gm 35%
135gm 12.5%
150gm 15%
Table no.3.3.10. Most preferred soap
Inference: From the above graph it is depicted that most of the users prefer 100gm and
18.8% of users prefer 50gm & 75gm, some of the users prefer 150gm

Table no.3.3.11. Source of information
Information In percentage
Advertisement 58.2%
Relatives or friends references 29.1%
Shopkeeper’s references 12.7%
Table no.3.3.11. Source of information
Inference: From the above graph it is founded that most of the users like to buy soaps
Based on advertisements, 29.1% will buy on the Relatives or friends references and
12.7% will likely to buy on the Shopkeeper’s references.

Table no.3.3.12. Best price range
Best price range In percentage
Lux 31.6%
Pears 17.7%
Santoor 38%
Margo 8.9%
Medimix 31.6%
Table no.3.3.12. Best price range
Inference: From the above graph it is depicted that SANTOOR as best price range, 31.6%
users like MEDIMIX price range, and some users like price range like Pears, Margo &
Lux soaps.

Table no.3.3.13. Satisfied with soap
Satisfied In percentage
Extremely dissatisfied 5.1%
Somewhat dissatisfied 7.6%
Neither satisfied nor dissatisfied 10.1%
Somewhat satisfied 24.1%
Extremely satisfied 53.2%
Table no.3.3.13. Satisfied with soap
Inference: From the above graph it is founded that 53.2% were extremely satisfied, 24.1%
were somewhat satisfied, 10.1% were neither satisfied nor dissatisfied, 7.6% were
somewhat dissatisfied and 5.1% were extremely dissatisfied on their soaps.

Table no.3.3.14. Since when
Since when In percentage
From past one year 38.7%
More hen one year 61.3%
Graph no.3.3.14. Since when
Inference: From the above graph it is depicted that most of the users using soap from
more than one year and some users using soap from past one year

Graph no.3.3.15. Reasons for switching
Reasons In percentage
Price 1
Value of money 2
Brand value 2
Special offer 3
Packaging 4
Graph no.3.3.15. Reasons for switching
Inference: From the above graph it is founded that price is the main reason for switching
to other soap, some other reasons for switching to other soaps.

Chapter 4: Findings Conclusions and recommendations
4.1 Findings:
• People now a day prefer beauty soap, mild soap and germ soap over refreshing soap
like MEDIMIX & LUX etc. the buying pattern and behavior has changed.
• While purchasing a soap people’s 1st
preference is the quality of the product, then
comes price accompanied by packing, fragrance & brand.
• Soaps are easily available in every retail store, outlets, & showrooms. So, people
normally purchase soaps from retail stores rather than making the purchase complex
by buying it from the internet.
• People are highly satisfied with the quality of soap they use. They don’t mind paying
more if the product gives them the desired benefits and values.
• Majority of the customers go for buy monthly buying.
• Mysore sandal is the strongest brand available in the market according to the survey
conducted because it offers a rich as desired by the customers.
• It is founded that 48.8% were females & 51.2% were males.
• 60% of soap users are high in 16-25 age groups, 21.6% of soap user in 26-35 age
group, 16.2% of soap users in above 35 age groups and 2.5% of soap users under 15
age groups.
• 65.8% were students, 10.1% were business man, and 13.9% were employee & 10.1%
house wife.
• 21.3% were 2-3 members, 60% were 4-5 members, 11.3% were 6-7 members & 7.5%
were 8-9 members in family
• Most liked soap is LUX and least liked LIFE BUOY & PEARS.
• The soap advertisement influence more on LUX & least is SANTOOR and LIFE
BUOY.
• Most of the users were purchases based monthly, 10% users were purchase on bio-
monthly & some users weekly & quarterly

4.2 Conclusion:
This project titled “Study of the buying behavior behaviors of consumers regarding
soap” has helped in studying the buying behaviors of the consumers. It has helped to
understand the consumer perception& also the behaviors of consumer towards a
particular product. This project has helped to understand the needs and requirements
of the consumers.
4.3Recommendations:
Indian customers are price sensitive so in order to increase sale, some lucrative offers
like discounts should be given to customers. Since majority of the customers have
favored this promotional tool. There should be no compromise with quality in order to
reduce price since majority care about quality more than price. Customers want to
associate her with the brand & they don’t feel more impact of celebrities on her
buying decision. There is fewer need of going for ad involving high profile celebrity.
Instead, some favorable should be done directly to the customer. Purchasing power of
Indian customers is going up so it needs to expand geographically.

Appendix
QUESTIONNAIRE
Dear Sir/Madam,
We the students of Bapuji B-Schools MBA Programme Davangere, we are
conducting a research on the soap. The information that we collected is used for study
purpose only.
IDENTIFICATION OF CUSTOMER:
1. Name: __________________
2. Gender: M F
3. Age group( years):
Below 15
26-35
16-25
Above 35
4. Occupation :
i. Student
ii. Business
iii. Employee
iv. House wife
5. How many family members do you have?
i. 2-3
ii. 4-5
iii. 6-7
iv. 8-9

6. Do you use any soap?
i. Yes
ii. No
7. Which soap you like most? (Rank from 1to5)
i. Lux
ii. Santoor
iii. Lifebuoy
iv. Margo
v. Pears
vi. Medimix
8. Which soap advertisement influence you most?(Ranking)
(1 for highest and 5 for lowest)
i. Lux
ii. Santoor
iii. Lifebuoy
iv. Pears
v. Medimix
9. What is the frequency of purchase?
i. Weekly
ii. Bimonthly
iii. Monthly
iv. Quarterly
v. Semi-annually
10. Usage :
PRODUCTS Current use Previous use Ever use Consider
Lux
Dettol
Cinthal
Pears
Santoor
Medmix
Margo
Wild stone
Mysore sandal

11. Generally which one you prefer w.r.to weight?
i. 50gm
ii. 75gm
iii. 100gm
iv. 135gm
v. 150gm
12. From which source you get the information about your soap?
i. Advertisement
ii. Relative’s or friend’s Reference
iii. Shopkeeper’s Reference
13. Which are the brands you prefer on overall basis?
_________________________________
14. Which brand do you think has best range of price?
i. Lux
ii. Pears
iii. Santoor
iv. Margo
v. Medimix
15. Which brand gives good value for money?
____________________________________
16. Are you satisfied with your soap?
i. extremely dissatisfied
ii. Somewhat dissatisfied
iii. Neither satisfied nor dissatisfied
iv. Somewhat satisfied
v. extremely satisfied
17. Based on your experience rank the following soap w.r.to corresponding attributes
5. very good 4. Good 3. Average 2.Low 1.very low

ATTRIBUTES LUX DETTOL CINTHAL PEARS SANTOOR MARGO
value for money
brand value
Flavour
Good effect on germs
Moisturizing effect
Ayurvedic ingradientsa
Celebrity endorsement
Price
Skincare
Hygiene
Availability
18. Do you feel its effectiveness remains throughout the day?
i. Yes
ii. No
19. Do you feel more active after bath?
i. Yes
ii. No
20. Have you ever switched soap?
i. Yes
ii. No
21. If yes, what soap are you using before?
i. Lux
ii. Santoor
iii. Lifebuoy
iv. Pears
v. Medimix
vi. Any other_____________
22. If no which soap are you _______________
23. Since when
i. From past one year
ii. More than one year

24. What are the reasons for switching over (Rank)
i. Price
ii. Value of money
iii. Brand value
iv. Special offer
v. Packaging
References:
Bibliography:
Redish, Janice. 2005. Review of Doing research in the real world by David E. Gray.
Technical Communication 52:376.
Bischoping, Katherine. 2005. Review of Social research methods: Qualitative and quantitative
approaches, 5th ed., by W. Lawrence Neuman. Teaching Sociology 33:95.

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