MBR - Deodorants

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  • Compressed deos by unilever are there
  • MBR - Deodorants

    1. 1. CONSUMER UNDERSTANDING ABOUT DEODORANTS Submitted by: Muhammad Tariq Tooba Zaheer Shaikh Rozina Bhutto Rabail Qureshi Muhammad Sufyan
    2. 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. 3. Deodorants TYPES OF DEODORANTS Body Sprays Roll-ons Anti Perspirant
    4. 4. PROBLEM STATEMENT • To study the consumption pattern of deodorants and to see if people can differentiate between different deodorants
    5. 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. 6. HYPOTHESIS • 60% of the people understand the difference between body sprays, roll-ons and antiperspirant sprays
    7. 7. RESEARCH METHODOLOGY • Research design • Quantitative: i. Survey method i.e. Questionnaire
    8. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 21. THANK YOU

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