Consumer needs assessment of Aircare Products

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

ii
Quotation
“Advertising people who ignore research are as dangerous as generals who ignore decodes of
enemy signals”
- David Ogilvy

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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.

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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

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

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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

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 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.

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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

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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.

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 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)

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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.

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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

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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

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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.

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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)

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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.

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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

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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

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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

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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

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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

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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

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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

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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
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
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
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
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
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
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
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
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
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
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
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
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
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 9 iterations.

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
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
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
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

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
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
 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
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
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
 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
 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
 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)
 30 days
 30 to 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
 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
 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
 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
APPENDIX B
Consumer Needs Assessment Questionnaire for People Buying only Sprays
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
do___________________________why________________________________
now___________________

62
restaurant/hotel________________________
B/Format :
 What is the brand of room freshener sprays you make use of? (pls mention the name of
the brand)
 Lavender
 Rose
 Sandal
 Jasmine
 Green Apple
 Others_________________
 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
 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)
 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
Others______________________

64
 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
 Kitchen
 From where do you purchase the room freshener sprays ? (Multiple answers possible)
 Supermarkets
 Pharmacy
Brand Awareness
Air Wick
Odonil
Glade
Good Home
Premium
Ambipur
Others ____________

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 three months
 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
 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
 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
H/ GOOD HOME – Awareness (pls tick)
outlets/Others)

68
APPENDIX C
Consumer Needs Assessment Questionnaire for People Buying both Cakes and Sprays
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
do___________________________why________________________________
now___________________

69
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)
 Lavender
 Rose
 Sandal
 Jasmine
 Green Apple
 Others______________________
 Yes
 No
 Rate the following fragrances in order of your likeability?
Fragrances Rank
Lavender
Rose
Sandal
Jasmine
Green Apple
Woody
Orchid
Others (______________________)

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)
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)

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)
 30 days
 30 to 45 days
 How many days ideally should a cake of Air Freshener last ? (Please tick one answer)
 30 days
 30 to 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
 Kitchen
Brand Awareness
Deo n’Fresh
Odonil
Alfa Plus
Good Home
Others_________________

72
 How often do you purchase an air freshener ? (Please tick one answer)
 Once in a month
 Once in two/three weeks
 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)
 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
NUMBER OF
PACKS

73
 Do you remember seeing any advertisement/commercial of an Air Freshener recently ? If
so,please mention the brand of Air Freshener

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)
 Lavender
 Rose
 Sandal
 Jasmine
 Green Apple
 Others_________________
 Yes
 No
 Rate the following fragrances in order of your likeability ?
Fragrances Rank
Lavender
Rose
Sandal
Jasmine
Green Apple
Woody
Orchid
Others (______________________)

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)
 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
Others______________________

76
 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
 Kitchen
 From where do you purchase the room freshener sprays ? (Multiple answers possible)
 Supermarkets
 Pharmacy
Brand Awareness
Air Wick
Odonil
Glade
Good Home
Premium
Ambipur
Others _____________

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 three months
 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
 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
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)
outlets/Others)

79
BIBLIOGRAPHY
1
http://www.gelbconsulting.com/needs-assessment
2
http://facultyweb.berry.edu/nmiller/classinfo/601/Module%203/decision_processs.htm

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
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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