The document summarizes a study on consumer preferences for toilet soaps in Kanchipuram City, Tamil Nadu. The study analyzed factors like brand, packaging, quantity, availability, and variety that affect toilet soap sales. It conducted surveys of 50 consumers to understand their preferences. The findings showed most respondents were students aged 21-25 who preferred branded soaps for reasons of price and fragrance. Most made purchase decisions independently rather than being influenced by others or ads. Respondents displayed loyalty to brands and were satisfied overall with toilet soaps.

1. International Indexed & Refereed Research Journal, January, 2013 ISSN 0975-3486, RNI- RAJBIL- 2009-30097, VOL- IV * ISSUE- 40
Research Paper—Business Administration
An Empirical Study on Consumer Preferences Towards
Toilet Soaps with Special Reference
to Kanchipuram City, Tamilnadu
January,2013 * G. Kumaraswamy
* Ph.d,Research Scholar, Bharathiar University,Coimbatore.Tamilnadu
A B S T R A C T
A person's behavior changes from place to place and situation to situation or, says it is very inconsistent. The person when
has a need, is willing and able to satisfy the need is called a Consumer. A business community that is ignorant of consumer
preferences cannot possibly fulfill its obligations in a meaningful and responsive manner. There are Psychological Theories
that help us to understand and predict the effect of all external and internal factors on a consumer. External factors include
Culture, Society, Reference group and family etc. Internal factors comprise in a consumer mind and how consumers learning,
memory, attitude, personality, lifestyle and motivation levels affect consumer behavior. What would initiate a buying process
and how a buying decision would end is all covered under the study of consumer behavior. This all further helps relate product
/ service, price and promotion etc. with consumer behavior. Thus organization can place marketing mix so as to propagate
their product/services. The present study on toilet soaps also trying to find Consumer Preferences about different features
of toilet soaps and how Packaging, Quantity, Easy Availability and Variety are affecting the sale of toilet soaps. Continuing
scientific discoveries and social changes, over the year been greatly responsible for the developments that have taken place
in the industry since, and brought toilet soaps, once a luxury, within the reach of everyone.
Key Words: Consumer preference, Loyalty, Pack size, Brand.
Also Toilet soaps locally made by the unorganized
Introduction sector and which are not branded have not been con-
In India, Toilet soaps became a lifestyle prod- sidered.
uct in urban homes from the 1960s. Despite steady Limitations
growth, the market penetration of Toilet soaps remained The first and foremost limitation was time
very badly low. Factors such as misconceptions among constraint, but still efforts have been made to put the
India's that Toilet soaps have harsh chemicals which picture as clear and candid as possible. The study was
damage skin in the long run, and high excise duty in the limited to 50 respondents, so it may not stand for uni-
earlier years, contributed to this. Aggressive market- versal opinion. Respondent's biasness.
ing and decrease in excise duty (from 120 percent in Research methodology
1993 to 16 percent in 2002) contributed to the rapid Keeping in view the Toilet soaps Market in
growth of the market. Between 1994 and 1998, the Toilet INDIA which is very crowded and becoming competi-
soaps market expanded by two- and-a half time. As of tive day by day, we decided to study the current sce-
January 2001, the Toilet soaps market in India was nario of the market.
worth Rs 85 million according to ORG MARG, market Data Collection
penetration in urban and rural areas was just 36 percent The following techniques were adopted for data collec-
and 12 percent respectively. HLL with value share of 68 tion:
percent dominated the market. It was followed by P&G 1. Primary Data
and Cavin Care Ltd. Primary data was collected through face to face inter-
Research Objectives: views while filling up questionnaires. (50 Respondents)
1. To study the current Kanchipuram market for Toilet 2. Secondary Data
soaps. Relevant information was gathered from magazines,
2. To analyze the relationship between a specific brand newspapers and project reports that formed the sec-
and its buying behavior. ondary data.
3. To assess factors influencing the buying behavior of 3. Communication Approach
the consumers. Face to face interviews was taken as the communica-
Scope tion approach since it is a better method in cases where
The scope of the study covers almost all cat- slight probing is required.
egories of Toilet soaps. The whole appraisal of Toilet 4. Questionnaire design
soaps has been done from the angle of customer sat- The questionnaire used was a printed, well structured
isfaction. Any substitutes of Toilet soaps like washing formalized schedule to obtain and record specified and
soaps or natural products have not been considered. relevant information with fair accuracy and complete-
54 RESEARCH ANALYSIS AND EVALUATION

2. International Indexed & Refereed Research Journal, January, 2013 ISSN 0975-3486, RNI- RAJBIL- 2009-30097, VOL- IV * ISSUE- 40
ness. The questioning process was face to face inter- the respondents occasionally change the brand. Ma-
views and the questionnaire was designed in such a jority 83% of the respondents have seen the advertise-
way that it could be understood and answered easily ment in T.V .whereas 15% of the respondents have is
by the respondents. The questionnaire contained both favoring radio for the purpose. majority (73%) of the
close and open ended questions. respondents are satisfied by the soaps, 17% respon-
Universe dents are highly satisfied whereas 10% respondents
The main emphasis of the study was the show neutral sign. 50% of the respondents are very
Kanchipuram city. The city is a home to various kinds loyal to their soap brand as they are ready to go another
of people hailing from different backgrounds, shop at distance, 23% respondents are of the opinion
upbringings and religions. The city has its share of that they can postpone the purchase, whereas 17%
individuals belonging to different social economic respondents are of the opinion that will buy another
classes. brand if favorite brand is not available..
Sampling FINDINGS
Sample size From the above research the researcher finds the fact
A sample size of 50 consumers was chosen, but due to that majority of the respondent's use Toilet soaps only
incompletely filled questionnaires and unwillingness small proportion doesn't use Toilet soaps. So far as age
and carelessness on the part of the respondents, we group is concerned it is observed that majority the
were forced to reduce the sample size to 48. This sample respondents belong to age group 21-25, as compared
size was based upon time and affordability approach. to the age group of 19-20 and 26-29. Among the various
SampleArea- Kanchipuram Sample Size- 50 Valid Sample alternatives available in to the market is been observed
Size- 48 Sample method- Simple Random Sample that respondents gave preference to the branded items.
Data Analysis and Interpretation While purchasing the Toilet soaps of various brands
Gender composition of the Male respondents was 77% in the market respondents gave preference to reasons
and Female 23%. Majority (79%) of the respondents for purchase are their price and fragrance while pur-
belong to age group 21-25, where as 15% respondents chasing the same. In the decision making process self
belong to 19-20 age group. majority of the (90%) re- decision has preferred in majority by respondents, here
spondents were students then 6% shopkeepers. With influence of others has given least important, whereas
regard to the monthly income pattern concerned a major only small proportion influenced by Advertisement. A
proportion of the respondents 33% belonged to in- considerable number of the respondents are neutral
come level less than 5,000, then in between 5001-10000 about their opinion about change of the shampoo brand
and 10001-15000 (19%) equally. and some respondents prefer not to change their brand.
96% of the respondent's use soaps whereas Majority of the respondents have seen advertisement
only 4% respondents don't use soaps. 25 % of the in T.V. and then on Radio. So far as product satisfaction
respondents use HUL made soap and 23% of respon- is concerned majority of the respondents are satisfied
dents use P&G product whereas 19% respondents use by the Toilet soaps then highly satisfied and neutral
Cavinkare products. Majority (74 %) of the respon- sign. So far as brand loyalty is concerned respondents
dents are of the opinion that they themselves make the are very loyal to their Toilet soaps brand and they are
purchase decision not by any another's influence and ready to go another shop at distance, whereas respon-
only 14% respondents are influenced by Advertise- dents are also of the opinion that they can postpone
ment. 47% of the respondents are neutral about their the purchase, whereas 17% respondents are of the
opinion about change of the soap brand and 31% re- opinion that will buy another brand if favorite brand is
spondents Never change their brands whereas 12% of not available.
R E F E R E N C E
1 Marketing Management -Dr.Rajan Saxena-2009
2 www.googlesearch.com
3 www.wikipedia.com
RESEARCH ANALYSIS AND EVALUATION 55