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Consumer Buying Behavior - Personal Care FMCG
- 1. Consumer Buying Behavior Personal Care (Soaps) BY- TIWARI ADHYATM (169)
- 2. KEY PLAYERS
- 3. HINDUSTAN UNILEVER LIMITED Establishment 1956 Presence in 20 consumer categories Around 46 Brands Net Revenue INR 31,987 Cr 18000 Employees Share Capital INR 216.39 Cr Operating Profit Rs. 5,409 Cr
- 4. RECKITT BENCKISER Establishment 1999 Products sold in 200 countries Around 48 brands Net Revenue $ 110.59 m 37,000 Employees Share Capital $ 30.28 m Operating Profit $ 279 m
- 5. GODREJ Consumer Products Establishment 2001 11 Brands sold in India 1.1 million Consumer base in India Net Revenue Rs. 8,967 Cr 2,284 Employees Share Capital Rs. 34 Cr Operating Profit Rs. 1,502 Cr
- 6. MARKET SHARE
- 7. CATEGORY & BRAND GROWTH
- 9. Usage Maximum female usage 1 - 3 4 - 6 7 - 10 More than 10 NoofSoapsperYear Male Female
- 10. What brand first comes to your mind when you hear the word "Soap" ?
- 11. Brand Recall
- 12. Which of the following brands do you currently use ?
- 13. Brand Usage Dove Pears Lux Lifebuoy Hamam Cinthol Dettol Medimix Patanjali Fiama Di Wills Mysore Sandal Soap Santoor Himalaya 21% 19% 5% 2% 1% 17% 9% 9% 7% 5% 3% 1% 1%
- 14. If you were to buy today, which brand will you buy?
- 15. Brand Switching Dove Pears Lux Lifebuoy Hamam Cinthol Dettol Medimix Patanjali Fiama Di Wills Mysore Sandal Soap Santoor Himalaya 19% 32% 60% 50% 0% 41% 56% 44% 29% 40% 66% 0%
- 16. From the below mentioned brands which ones will you “also” consider for purchase?
- 17. Evoke Set PEARS DOVE LUX LIFEBUOY LIRIL HAMAM DETTOL CINTHOL FIAMA DI WILLS MEDIMIX PATANJALI HIMALAYA MYSORE SANDAL SOAP SANTOOR OTHERS MARGO 14% 13% 7% 5% 4% 2% 9% 9% 8% 7% 5% 4% 3% 3% 3% 2%
- 18. Which brand or brands you will “never” buy?
- 19. Inept Set PEARS DOVE LUX LIFEBUOY LIRIL HAMAM DETTOL CINTHOL FIAMA DI WILLS MEDIMIX PATANJALI HIMALAYA MYSORE SANDAL SOAP SANTOOR OTHERS MARGO 1% 3% 5% 10% 9% 11% 4% 5% 5% 6% 8% 3% 10% 10% 1% 10%
- 20. Who/What influences your buying behavior ?
- 21. Influencing Factors Advertisement is the Most Influencing Factor Family Friends Price Fragrance 33 11 37 61 21 11 16 9 Advertisement Status Symbol Random Choice Other
- 22. Rank the features as per their priority in your mind when buying a soap.
- 24. Rate priority you will give to the Brand Name while purchasing ?
- 25. Branding Influence Brand Name is an important influencing factor Rating: 1 Rating: 2 Rating: 3 Rating: 4 Rating: 5
- 26. Q13. How much are you willing to pay for a beauty soap? (for 75 gram)
- 27. Spending Power 8% 16% 31% 24% 6% 15% Upto Rs 20 Upto Rs 30 Upto Rs 40 Upto Rs 50 Upto Rs 60 More than 60
- 28. Will you buy a soap if it is endorsed by your favorite celebrity?
- 29. Celebrity Endorsement Buying Decision not influenced by celebrities 17 26 8 MALE Maybe No Yes 22 25 2 FEMALE
- 30. On hearing "Soaps" whose advertisement or TV commercial first comes to your mind ?
- 31. Ad Recall
- 32. Which Advertisement of other soap brands you remember from the following?
- 34. Print Ad
- 36. TV Commercial
- 37. hank ou!