Consumer attributes towards purchase of detergent

1. CONSUMER
ATTRIBUTES TOWARDS
PURCHASE OF
DETERGENT

2. Age Group
1
35%
2
36%
3
23%
4
6%
Age Group

3. Gender Group
male
39%
female
61%
Chart Title

4. Team Members
•
Rahul Jain (M5110)
Summer internship:
India Yamaha
Graduation: B.M.S.
Ashish Tripathi
(M5155)
Summer internship:
M-solution
Graduation: B.Com
ChetnaNayak
(M5125)
Summer internship:
Honda solitaire
Graduation: B.Com

5. Why this topic?

6. Indian Detergent Market
The detergent market in India is divided into three
segments
• Premium:- Ariel and Surf
• Mid-range:- Tide, Henko, and Rin
• Popular:- Mr White, Wheel, Nirma and Ghari

7. PROFILE OF DETERGENT MAJORS:
• Hindustan Lever Ltd:
Hindustan Lever Ltd (HLL) is India's largest (FMCG)
company.
• HLL's brands like Surf Excel, Rin, Wheel, are household
names across the country
• HLL has over 16,000 employees including over 1,200
managers. Its mission is to "add vitality to life."

8. • Procter & Gamble :. The detergent brands by P&G in
India are Ariel & Tide.
• P&G is one of the largest and amongst the fastest
growing consumer goods companies in India.
• Established in 1964,
• It is a trusted brands that are household names across
India. These include Ariel, Tide,.

9. • Nirma Ltd :
• A Humble Beginning In 1969, Karsanbhai Patel.
• The detergent brands by Nirma in India are Nirma
Washing Powder, Super Nirma Washing Powder & Nirma
Popular Detergent Powder Rohit Surfactants Private
Limited.
• Company does the manufacturing and trading of
detergents, toilet soaps and other FMCG products. It
developed detergent powder under the brand name
„Ghari‟.
•

10. DATA COLLECTION
• Primary data regarding the topic is collected directly by
interacting with the customers by using structured
questionnaire and interview method.
SAMPLING:
• For the purpose of this research, non-probability sampling
approach was used.
• A sample was drawn from Mumbai and total sample size
taken was 100.

11. Questionnaire design
• The questionnaire is a structured technique for collecting
primary data in a marketing survey
• It is a series of written or verbal questions for which the
respondent provides answers that motivates the
respondent to provide complete and accurate information.

13. a) Brand value of a company matter while purchasing a
detergent
b) Price matters while purchasing a detergent
c) Celebrity endorsement helps increasing sales for a brand
d) Quality of product matters while purchasing a detergent
e) Fragrance of a product matters while purchase
f) A brand is selected keeping in mind if it is not allergic to
skin
g) Eco friendly detergent is always preferable

14. h) A detergent should be highly soluble
i) Availability of a product is important
j) An offer on product motivates people to buy product
k) Look of a product matters while purchasing
l) Bottles packing of a product is beneficial for a customer
m) Rate the current brand you are using on your
Satisfactory scale.

15. Hypothesis
• H01: price of the detergent affects the buying choice.
• H1: price of the detergent do not affects the buying choice.
• H02: The respondents were not fully satisfied with the
Detergent brand they currently use
• H2: The respondents were fully satisfied with the
Detergent brand they currently use
•

16. Questionnaire analysis
KMO measure of Sampling Adequacy is .437. As it should be minimum .5,
sample of 100 respondents is not adequate for factor analysis
Barlett’s Test of Sphericity: Significant Value is .000. As it should be less
than .05 attributes can be divided in appropriate number of components
using factor analysis

17. Cumulative Percentage Variance explained is 64.084. It should be greater
than .6.
Hence since cumulative percentage variance explained happens for
components five, factor analysis segregates these 12 attributes into five
components or compartments.

18. Component 2:
Quality of product
matters
Look of a product
Bottle packing
Component 3:
Celebrity
Endorsement
Price matters while
purchasing
Component 4:
Should be highly
soluble
Eco friendly
Component 1:
Brand Value of the
company
Availability of product
Offer matters
Fragrance Matters
BRANDING PACKAGING CONVENIENCESTATUS

19. ANOVA- BRAND CURRENTLY USEDAND SATISFACTION
Ho: Brand currently used by a respondent is independent of the satisfaction of the
detergent used by them.

20. ANOVA - INCOME AND SATISFACTION
Ho: income of a respondent is independent on the satisfaction of the detergent used
by them.
Conclusion : Income is independent on the satisfaction of the detergents used by
them , since significant value is 0.774 which is greater than 0.05.

21. • Frequency analysis (gender and current brand used)
• The factors of gender and the brand currently used are
independent of each other
• Conclusion: The significant value is 0.088 which is greater than
0.05. Hence we accept the null hypothesis

22. We accept the null hypothesis since significant value 0.956 which is
greater than 0.05

23. Frequency analysis (gender and current brand used)
The factors of gender and the brand currently used are independent of each
other
Conclusion:The significant value is 0.088 which is greater than 0.05. Hence
we accept the null hypothesis

24. Conclusion
• Major Findings:
• (1)The respondents were satisfied with the current brand they
use
• •The results revealed that the overall satisfaction level does not
depend on the parameters- the income, the solubility, the
celebrity endorsment.
• •Irrespective of the demographics parameters the respondents
were satisfied with the current brand they use
• (2)Income has not changed the buying behavior of the
consumer.
• •Even if the income of the customer increase buy decision does
not been affected

25. Recommendation for detergent
Business
• Prices of the product should be affordable.
• Company should bring different variants of its
products.
• Offers should be given on products.

26. Thank You