This document summarizes research conducted on consumer understanding of different types of deodorants in Karachi, Pakistan. The research aimed to study consumption patterns and awareness of the differences between roll-ons, antiperspirant sprays, and body sprays. A survey found that 53% of respondents could differentiate between deodorant types, but 47% did not consider deodorants a necessity. The hypothesis that 60% of people understand the differences was not proven. The research provides insights into usage habits and recommendations to educate consumers and address myths about deodorants.

1. CONSUMER
UNDERSTANDING
ABOUT DEODORANTS
Submitted by:
Muhammad Tariq
Tooba Zaheer Shaikh
Rozina Bhutto
Rabail Qureshi
Muhammad Sufyan

2. CONCEPT
• The concept of this research is to find out if
the people know about the differences
among different type of deodorants or not

3. Deodorants
TYPES OF DEODORANTS
Body Sprays
Roll-ons
Anti Perspirant

4. PROBLEM STATEMENT
• To study the
consumption
pattern of
deodorants and to
see if people can
differentiate
between different
deodorants

5. RESEARCH OBJECTIVE
• To understand the consumption pattern of
deodorants
• To study whether the consumer is aware of
differences among roll-ons, antiperspirant
sprays and body sprays

6. HYPOTHESIS
• 60% of the people understand the
difference between body sprays,
roll-ons and antiperspirant sprays

7. RESEARCH METHODOLOGY
• Research design
• Quantitative:
i.
Survey method i.e.
Questionnaire

8. SAMPLING METHOD
• Sampling methodologies:
I. Convenience
II. Judgmental
III. Quota: age-wise
Reasons:
• Respondents who can
understand English
• Easy to find
• Age group representing the
population of Karachi

9. TARGET AUDIENCE
•
•
•
•
•
•
SAMPLE:
MALES = 53% FEMALES = 47% (Bureau of Statistics)
AGE: 16-20
17%
21-26
33%
27-31
29%
32-35
20%
• REASON:
i. Habits are developed till 35
ii. Awareness is mostly created till this age only

10. BASIC USAGE
We asked question about which
deodorants do you use:
• 14.2% not aware of
deodorants
• Only 8.64% use all
types(deodorants)
• 45.86 % use ‘only’ body
sprays
• 3.75% ‘only’ use roll-on

11. REPLACEMENT FACTOR AMONG
DEODORANTS, TALCUM POWDERS, ITR &
PERFUMES
• 53% understand
deodorants cannot be
replaced with each other
• 47% say all can be
replaced with each other
• 53% was aware of and
could differentiate
• Hypothesis not proven

12. PEOPLE WHO SHARE ROLL-ONS AREN’T
AWARE
• 35% of People who use roll-on share it with
others hence no awareness
• Hypothesis not proven

13. PEOPLE WHO COMPLEMENT
DEODORANTS WITH PERFUMES TEND TO BE
MORE AWARE
• 46.99% of the people do not complement
the type of deodorants they use with
perfumes & itr
• Where as 53.01% of the people complement
perfumes/itr with deodorants
• Hence this analysis shows that only 53% of
know the right way of usage
• Hypothesis not proven

14. CARRYING DEODORANTS
• Only 11% carry deodorants whose nature of work
is indoor
• 23% carry deodorants whose nature of work is out
door/Physical
• Few people carry deodorants. Thus, it is not
a ‘necessity for them’

15. RELATIONSHIP BETWEEN GENDER AND
DEODORANT
• Surprisingly, both have
similar consumption
pattern
• 89.2% females and
82.01% males use body
sprays
• 91% females and 87.05%
males use perfumes

16. THE HABIT OF USING DEODORANT IS
ENGRAVED IN NEARLY HALF OUR
RESPONDENTS
• 63.53% started using body
sprays in high school/college
• 31.2% started using Roll-on
in high school/college
• 14.66% started using
Anti-perspirants in high
school/college

17. CONCLUSION
For
• 63.53% started using
body sprays in
school/college
• 23% carry deodorants
whose nature of work is
out door/Physical
(relatively more than
11% people who work
indoors)
Against
• 53.01% of the people
complement perfumes
and ITR with deodorants
• 35% of roll-on users share
it
• 53% understand
deodorants cannot be
replaced
• Only 8.64% use all types

18. CONCLUSION
• 53% of people can differentiate between the
type of deodorants
• Hence our hypothesis is NOT proven
• 47% percentage doesn’t consider it a
necessity item and hence, are not aware

19. CONSUMER INSIGHTS
• 49% dislike packaging as bottles create
safety hazards especially under sun and it
leaks
• Body Sprays are too big to carry
• People do not consider deodorants as a
necessity item
• There are several myths that came to light
not suitable for skin
Its responsible for cancer disease
Its dangerous for Asthma Patients

20. RECOMMENDATIONS
• Try eliminate myths through effective
communication
• Educate/inform consumers: usage &
difference between types
• 56.% people demand that body sprays
should be long lasting
• Small bottles for males
• More of BTL activities should be done by
the deodorant brands

21. THANK YOU