Indian Detergent Market Analysis

KADI SARVA VISHWAVIDYALAYA UNIVERSITY, GANDHINAGAR
N.P. COLLEGE OF COMPUTER STUDIES AND MANAGEMENT, KADI 1
EXECUTIVE SUMMARY
In the detergent world, today’s consumers are facing a huge variety of product.
A detergent is a surfactant or a mixture of surfactants with "cleaning properties in dilute
solutions."These substances are usually alkyl benzenes fonates, a family of compounds that are
similar to soap but are more soluble in hard water, because the polar suffocate (of detergents)
is less likely than the polar carboxyl (of soap) to bind to calcium and other ions found in hard
water. In most household contexts, the term detergent by itself refers specifically to laundry
detergent or dish detergent, as opposed to hand soap or other types of cleaning agents.
Detergents are commonly available as powders or concentrated solutions. Detergents, like
soaps, work because they are amphiphilic: partly hydrophilic (polar) and partly hydrophobic
(non-polar). Their dual nature facilitates the mixture of hydrophobic compounds (like oil and
grease) with water. Because air is not hydrophilic, detergents are also foaming agents to
varying degrees.
Detergents are also known as Synthetic Detergents. They are different from oil-based soap
though both soaps and detergents are surfactants. Their important application is cleaning.
Because of a number of advantages Detergents are popular than soaps and its demand is always
there if the product possesses both quality and price effectiveness. There are a number of
varieties of detergents varying in percentages of active matter present in them and also different
colors. Manufacturing process is very simple and only mixing is involved. Hence, this product
is best suited for manufacturing in small-scale sector.
The Detergent Market is one of the segments of the FMCG market in India that has high growth
potential. The detergent based segment is divided into two broad categories - oil-based laundry
soaps and synthetic detergents, including bars, powder, and liquids. The detergent market is
mainly concentrated in the urban areas but the level of penetration in the rural for the past few
years has been good.

In this project we have totally focused on to achieve our project objectives. To know various
people satisfaction level on purchasing a detergent powder at Kadi area. We have gathered
information through questionnaire mode.

INDEX
Chapter
Number
Sub
Number
Particulars Page
Number
Institution Certificate
Preface
Acknowledgement
Executive summary
1 INTRODUCTION TO DETERGENT
1.1 Introduction 1
1.2 Indian Scenario 4
1.3 History 6
1.4 Top brands in detergent powder 11
2. Introduction to the study
2.1 Introduction about title 14
2.2 Objective of research 15
2.3 Research Methodology 16
2.4 Limitations of study 18
3 Literature Review
3.1 Literature Review 19
3.2 Research Gap 22
4 Data Analysis and interpretation 23
5 Finings and Observations 40
Conclusion 41
Bibliography 42
Questionnaire

Indian Detergent Market
The detergent market in India is divided into three segments – premium, mid-range, and
popular. The premium segment comprises Ariel and Surf; the mid-range segment comprises
Tide, Henko, and Rin; and the popular segment comprises Mr White, Wheel, Nirma and Ghari.
The market share of the detergents in the premium segment is 15%, and that of the mid-range
and popular are 40% and 45% respectively.
These detergent brands are considered organized players in the industry and comprise 60% of
the total market. The remaining 40% of the market is saturated with regional and small
unorganized players. Reports show that India’s per capital consumption of detergent stands at
2.7kg – the lowest in the world.
Before 1985, Hindustan Unilever’s Surf held the number one position in the detergent market
in India. However, when Nirma Chemicals launched a detergent brand called Nirma, catering
to the middle and lower middle class customers, Surf was evicted from its number one
position.
Soon, HLL realized that there were fragments of the market which were untouched by major
detergent players in India and it came up with two low-priced detergents called Wheel and Rin
to cater to the lower middle class group.
When Hindustan Lever, HLL, and Nirma Chemicals began increasing their market share, Rohit
Surfactants, yet another player, launched a detergent brand called Ghari for rural customers,
and middle and lower middle class customers.
Today, Ghari is the market leader in the detergent industry, with a market share of 17.3% and
Wheel is tagging behind closely at 16.9%. Tide is at present at the third position with a market
share of 13.5% and Nirma has less than 6% market share. Ghari has always maintained
affordable pricing, which is why it has managed to become a household name in India.
1.1 INTRODUCTION

To increase its customer base, Rohit Surfactants has spread its distribution network for Ghari
detergent to more states in India. In fact, in the last three years, the company has increased its
reach to 10 more states and it sells Garhi detergent through more than 3,500 dealers.
The detergent industry is worth Rs 13,000 crores and industry players are constantly improving
their products to suit the changing needs of consumers. A few years back, liquid detergents
were almost unheard of; however, today, we witness more and more companies producing
liquid detergents alongside powder detergents and laundry bar soaps.
In the past, consumers in India used to wash clothes by hand but today, with the advancement
of technology, more and more people are shifting to washing machines. Hence, detergent
companies have tweaked their products to enable the washing of clothes in all types of washing
machines - top load, front loading, fully automatic, and semi automatic washing machines.
In addition, detergent companies have started manufacturing powder detergents in packs of 20
grams, 200 grams, 500 grams, 1 kg, and 2 kg to cater to the needs of those who prefer to buy
in small packets and in bulk.
Today, consumers have a number of products to choose from, which is why companies are
constantly upgrading their products and coming up with better and innovative advertising
campaigns to increase their market share.
The world market for detergent
The world market for detergents was worth US$ 88 billion in 2000 Asia, Western Europe and
North America account for about 87% of total industrial detergent consumption (Figure 2).Global
detergent consumption has grown by 29% in the five years to 2000.The primary engines
(drivers) of this sales growth were Western Europe (+31%), Asia (+59%) and Latin America
and the Caribbean (+41%). During the same period, the mature North America market
expanded by just 14%, while the impact of economic recession has severely curtailed sales in
Australasia and the Pacific Rim during the last couple of years. The Middle East and African
regions are believed to have expanded sales by some 72% and 65% respectively during the
period, form allow base.

The global market for detergent is dominated by a small number of multinational companies
with strong brand identity and enormous advertising budgets.
There is cut-throat competition between these multinationals. The top global players include
Unilever, Procter and Gamble, Colgate Palmolive and Johnson & Johnson. Important regional
players include Beiersdorf in Europe, the Kao Corporation in Asia-Pacific, Paterson Zochonis
in Africa and Nirma and Godrej in South Asia.

DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial
Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017 released by Niir Project
Consultancy Services, provides a comprehensive analysis of the detergent sector in India. The
report covers industry aspects like overview & outlook of the industry, demand-supply
scenario, opportunities & challenges in the sector and competitive landscape of the industry
with market shares of the key players. The report also provides company profiles of players
like Hindustan Unilever Ltd (HUL), Nirma Ltd and Rohit Surfactants Pvt Ltd (RSPL). Procter
& Gamble (P&G) is also a key player in the laundry detergent sector in India.
The report embarks the analysis with elucidating the overview of the laundry detergent industry
with classification and history of detergents in India. The report then moves ahead with the
demand supply analysis of the sector. It states the past data of detergent sales volume of key
players in the segment. Similarly supply side analysis enumerates production of detergent in
India with forecasts upto 2017, past data of detergent production by key players as well as
future projects announced by them.
The next segment of the report examines the growth opportunities and challenges existing for
the industry. Opportunities like growing disposable incomes & Indian middle class, growing
washing machine penetration in the nation and low per capita consumption of detergents, exist
for the sector whereas the industry faces challenges in the form of raw material price
fluctuations and environmental hazards of using detergents. This section is followed by key
player information segment which give insights like key player profiles, market shares and
Herfindahl-Hirschman Index. It also shares vital information like shareholding pattern and
financial summary of the key companies. The segment further includes in-depth comparative
analysis of HUL and Nirma Ltd. It compares the two companies’ performance in the detergent
segment and provides details like detergent brands owned by the companies, detergent segment
sales & sales contribution, segment profit, assets & liabilities and segment capital expenditure
over 2009-13. Also, the data mentioned above is graphically presented to enhance the
understanding of comparative analysis of the two companies. The report further gives a peer
group analysis of all the players operating in the fabric wash segment. It covers contact
information like address of registered office and director’s name, key financials like plant
1.2 INDIAN SCENARIO

location, raw material consumption and financial comparison covering balance sheet, profit &
loss account and financial ratios.
Gradual shift experienced by the sector from mass segment to premium and super premium
segment will bring another round of growth for the household detergents sector. The detergent
sector in the laundry care industry has grown from INR 57 billion in 2003 to INR 130 billion
in 2011, registering a growth of ~11% during the period. We estimate the industry to reach
levels of INR 241 billion by 2017.

Though the beginning of detergent industry is not shrouded in the veils of history as were the
start of soap industry, it is nevertheless not easy to find when the detergent industry, as such,
came into existence.
An important issue is to decide exactly what is being termed as a synthetic detergent as the
term itself leads to confusion.In the United States of America, the word surfactant or syndic is
being used, while in Europe the term 'ten sides'(for tension-active material) came into fashion.
The chemistry of soap manufacturing remain primarily the same until the year 1916, when the
first synthetic detergent was developed in Germany in response to the shortage of fats for
making soaps during the World War I. Commonly known as detergents today, synthetic
detergents are non-soap washing and cleaning products, which are put together chemically or
synthesized to produce a variety of raw materials. The invention of detergents was also driven
by the need for a cleaning agent, which, unlike soap, would not combine with the mineral salts
in water to form an insoluble substance (soap curd) on the fabric.
The earliest developed synthetic detergents were short-chain alkyl naphthalene sulphonates
that were later found to be only somewhat good detergents and so their properties were
improved. Those detergents are still used today as wetting agents. During 1920's and 30's,
straight chain alcohols were sulphonated to produce straight chain detergents. During the same
time long chain alkyl and aryl sulphonates with benzene were developed as the aromatic
nucleus (the alkyl portion was derived from kerosene). By the end of Second World War, alkyl
aryl sulphonates swamped the detergent market over alcohol sulphates that later proved to be
highly useful in the shampoo industry.
The major uses of earlier detergents were in hand dishwashing and fine fabric laundering. In
1946, came an important breakthrough in the development of detergents for all-purpose laundry
applications, when the first "built" detergent (containing a builder/surfactant combination) was
offered in the U.S. Surfactant is a basic cleaning agent of a detergent product, while a builder
helps a surfactant to function more effectively.
1.3 HISTORY

Phosphate compounds were used as builders in these detergents, which significantly improved
their performance, thereby making them ideal for cleaning heavily soiled laundry.
Between 1950 and 1965, more than half of the detergents were based on the formula of a
propylene tetramer conjugated to benzene (PT benzene), but later they were blamed for a rise
in eutrophication in lakes and streams as they contain phosphates (from Sodium triphosphate).
Although the problem has not been completely resolved in some cases, in some countries there
has been an agreement for reducing the uses of phosphates however in countries where it is not
a big issue no such action has been taken. The problem was set down to the branched chain
formation of PT benzene that resulted in the bacteria's' inability to degrade them. Straight-chain
alcohols are degradable, hence the steps were taken to form and produce a linear alkyl benzene
molecule.
By the year 1953, the sale of detergents in US had surpassed those of soap. During that time,
the detergents have all but replaced soap-based products that were used for laundering,
dishwashing and household cleaning. Alone or in combination with soaps, the use of detergents
started in many of the bars and liquids used for personal cleaning.
Since those early discoveries in the chemistry and technique of detergents and builders,
developments have been continued that focuses on achieving more efficient and easy to use
detergent products. Now the manufacturers give an important consideration to safety for
consumers and the environment as well. Given below is a brief summary of important
inventions over the years of the history of detergents.
1950s
Liquid laundry, hand dishwashing and all-purpose cleaning products
 Automatic dishwasher powders
 Detergent with oxygen bleach
 Fabric softeners (rinse-cycle added)
1960s
 Laundry powders with enzymes
 Prewash soil and stain removers

 Enzyme presoaks
1970s
 Fabric softeners (sheets and wash-cycle added)
 Multifunctional products (e.g., detergent with fabric softener)
 Liquid hand soaps
1980s
 Automatic dishwasher liquids
 Detergents for cooler water washing
 Concentrated laundry powders
1990s
 Ultra (super concentrated) powder and liquid detergents
 Automatic dishwasher gels
 Ultra fabric softeners
 Laundry and cleaning product refills
Detergent Market - Growth Potentials
 The penetration level should be enhanced to enable the market to grow at the rate of 8
to 10 % per year.
 The consumer awareness programs should be launched in the rural areas in order to
increase the per capita consumption in such areas.
 In terms of value, the Rs.4,000 crore detergents market is among the largest FMCG
categories in India, next only to edible oils and biscuits.
 The Indian market for detergents is among the largest in the world.
 Volume growth can be impacted by a variety of factors. Plateauing of demand in the
urban market and a slowdown in the rural off take due to a fall in disposable incomes
are factors which could have had an impact on volumes. Another is consumer
resistance to sharp increases in the selling price by most manufacturers in late 1990’s.

MarketOverview
 The detergent market in India consists of two major categories- the hand-wash and the
machine-wash categories. Powder detergents and bar-detergent form a major portion of
the hand-wash segment. However, in the machine-wash segment, the powder
detergents and liquid detergents are the main types.
 Total market of synthetic detergents was valued at about Rs 112 billion as of 2012-13
with a compounded annual growth rate (CAGR) of 3%. Out of this, the machine wash
or automatic sales has been dominated by powder detergents, with a 98% share in the
market, which has a size of Rs. 18700 Million. However, a much bigger segment of the
market is the non-automatic or the hand-wash category, which has a size of Rs. 85466.8
Million and is also dominated by the powder detergents but by a smaller percentage
compared to the machine-wash category, about 68%. The remaining contribution
comes from the bar detergents. Within the machine-wash category, the highest growth
has been contributed by the powder detergents, a CAGR of 9.5% since 2005, with the
other sub-category within the machine-wash category being liquid detergents. Also, the
hand-wash detergents have shown an impressive growth rate of 8.8% CAGR since
2005, which has contributed to the growth in the overall detergent market.
Perceived value
 Perceived customer value is marketing and branding related concept that points out that
success of a product is largely based on whether customers believe it can satisfy their
needs. This phrase emphasizes that when a company develops its brand and markets its
products, customers ultimately determine how to interpret and react to marketing
messages. Companies spend significant time researching the market to get a sense of
how customers think and feel. Author name is Neil Kokemuller
 The worth that a product or service has in the mind of the consumer. The consumer's
perceived value of a good or service affects the price that he or she is willing to pay for
it.
For the most part, consumers are unaware of the true cost of production for the products
they buy. Instead, they simply have an internal feeling for how much certain products

are worth to them. Thus, in order to obtain a higher price for their products, producers
may pursue marketing strategies to create a higher perceived value for their products.
PerceivedQuality
 Perceived quality can be defined as the customer's opinion about the overall quality or
image of the product or service or the brand itself with respect to its purpose of use as
against its alternatives. It might not be linked to the actual product but is more skewed
towards the brand image, customer experience with the brand and its other products,
peer opinions, etc. thus perceived quality differs from objective quality, product-based
quality and manufacturing quality.
 Perceived quality is intangible. It cannot be measured on quantitative grounds,
preferably because judgments about what is important to the customers varies widely
across different personalities, needs and preferences. If it’s a product, the customers
consider the following seven features for evaluation: performance, features, conformity
with specifications, reliability, durability, serviceability, fit and finish.
 Whereas if it’s a service, customer decision is based on the following five features:
tangibles, reliability, competence, responsiveness and empathy. The basic concept of
perceived quality takes into account both the extrinsic and intrinsic features of the
product. Customers’ knowledge about the product or the brand and his past experiences
with it are important decision variables.

1. Surf Excel
Sur Excel is undoubtedly the best detergent brand available in the
market. Launched in the year 1959, Surf Excel is so popular that it
can be found in almost every home across the country. Surf Excel
offers a complete range of detergent products, which are powder
detergent, liquid detergent and bar detergent. These products not only removes dirt and stain
from clothes, but also improves the texture of the clothes.
2. Ariel
Ariel is another detergent brand of Procter & Gamble and stand at second
in the list of top 10 best detergent brands in India. Ariel is one of the most
popular detergent brand in India as it clean clothes effectively and gives
brilliant whitening effect. Ariel and Ariel Matic are two detergent products,
which are available in packs of different weights like 500g, 1kg, 2 kg and
5 kg. Ariel Matic is a detergent specifically designed for washing clothes in washing machines.
3. Nirma
Nirma is a trusted detergent brand, which has a strong sales network and
can be found in almost every retail shop in the country. Nirma washing
powder was launched in the year 1969 and because of its quality and
optimum pricing, it managed to capture a major share of the detergent
market in the country. Some of its variants are Nirma Detergent Cake,
Super Nirma Washing Powder and Super Nirma Detergent Cake.
1.4 TOP BRAND IN DETERGENT POWDER

4. Ghari
Ghari has managed to enter into the league of the top players of the
detergent segment in the country in a short span of time. Launched in
the year 1987, Ghari Detergent is the product of Rohit Surfactants
Private Limited, a company with business in diverse domains.
5. Tide
Tide is a detergent brand owned by Procter and Gamble, which was
launched in India in mid-2000. Tide is known for providing brilliant
whiteness and decent cleaning on clothes.
6. Rin
Another detergent brand of Hindustan Unilever Limited, Rin is ranked
sixth in the list of top 10 best detergent brands in India. Launched in the
year 1994, Rin detergent powder in a short time period has become front
runners of this segment. It is available in three formats, which are powder,
liquid and bar. Rin Powder, Rin Refresh, Rin Bar and Rin Matic are some
of the variants of this brand.
7. Wheel
Wheel is the second detergent brand of Hindustan Unilever Limited in
this list. Launched in 2000, Wheel changed the way of washing clothes
by making it swift and easy work. Packed with the strength of lemons,
Wheel detergent cleans clothes effectively and gives sweet fragrance. It

is available in three formats, which are powders, bars and laundry soaps. Lemon & Orange,
Gold and Lemon & Jasmine are three variants of wheel detergent powder.
8. Fena
Fena is another popular detergent brand in the country, which is used by
a large number of people. Quality, Reasonable Price and Easy
Availability have made it one of the most selling detergent brands in the
country.
9. Henko
Henko, a detergent brand of Jyothy Laboratories Limited has occupied
ninth place in the list of top 10 best detergent brands in India. It is available
in four variants, which are Stain Champion, Matic Stain Champion and
Stain Champion Cake. These products come with lint reduction power,
which not only clean clothes but also remove stains. Also, these products
use Nano Fibre Lock Technology, which keep colour and lustre of clothes intact.
10. Sunlight
10th spot on this list is occupied by Sunlight, a detergent brand of Hindustan
Unilever Limited. Launched in the year 1888, Sunlight detergent powder
has a strong hold in market of West Bengal and Kerala. Also, soap of this
brand is among the most selling detergent soaps in coastal parts of the
country.

Customer preference
A marketing concept that encompasses a customer's impression, awareness and/or
consciousness about a company or its offerings. Customer perception is typically affected by
advertising, reviews, public relations, social media, personal experiences and other channels.
According to Belch & Belch:
“Consumer behaviour is the process & activities of people engage in when searching for
selecting, purchasing, using, evaluating & disposing of products & services so as to satisfy
their needs & desires.”
Customer Satisfaction
Customer satisfaction measures how well the expectations of a customer’s concerning of a
product or service provided by your company have been met.
"Satisfaction is a kind of stepping away from an experience and evaluating it".
Consumer satisfaction with a purchase depends upon the product performance relative to his
expectations. A consumer might experience various degrees of satisfaction. If the product
Performances fall short of expectations, the customer is dissatisfied. If the
Performance matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.
To satisfy the expectations they purchase certain goods under the impression that the goods
would satisfy his expectations. If they are satisfied with the product they shall become the
customer of the firm and also tell about the product to their friends and others. The advertising
improves the effectiveness of the manufacturers and other sales effort. Such factors finally lead
to better volume of sales.
2.1 INTRODUCTION ABOUT TITLE

PRIMARY OBJECTIVE:
We wanted to figure out customer preference and satisfaction about detergent powder in Kadi
and villages area and to explore reasons behind their preference and satisfaction.
SECONDARY OBJECTIVE:
 To find out the customer preference towards detergent powder.
 To find out consumer/users of detergent powder.
 To find out satisfaction level of consumer of detergent powder.
 To identify the market share of the preeminent market player.
2.2 OBJECTIVESOF RESEARCH

RESEARCH DESIGN:
In this our marketing research, we have used descriptive design. In this design we have used
cross sectional design. It involves the collection of information from any given samples of
population elements only once. Cross sectional design are further divided in two type’s single
cross sectional and multiple cross sectional. We have used multiple cross sectional design.
SOURCES OF DATA:
PRIMARY DATA:
We collect primary data during the course of doing experiments in an experimental research
but in case we do research of the descriptive type and perform survey whether sample survey
of census survey. Then we obtain primary data either through a direct communication with
respondent or questionnaire.
We have obtained data through questionnaire
SECONDARY DATA:
 Website
 Books
We have obtained secondary data via website, journal, Articles and Project reports through.
DATA COLLECTION METHOD:
 Interview
POPULATION:
 Housewife and male buyer in Kadi and nearby villages.
SAMPLING METHOD:
 Non-probability:
In nonprobability sampling technique the chances of selection of all elements of population are
not equal and convenience sampling method means sample drawn at the convenience of the
2.3 RESEARCHMETHODOLOGY

interviewer people tend to makes the selection at familiar location and choose respondents who
are like themselves.
SAMPLING FRAME:
 Kadi Taluka
SAMPLING SIZE:
 150 respondent
DATA COLLECTION INSTRUMENT:
 Questionnaire
ANALYSIS TOOLS:
 SPSS SOFTWARE
 Microsoft Excel 2013
 Mean
 Median
 Mode
 Average
For analysis we have used Mean and average tools only

 This study is only applicable to the kadi area.
 This study is done on the basis of data provided by the respondents.
 Respondent Bias was one of the major limitations of research, and there might not be
perfect positive response from all the respondents.
2.4 LIMITATIONS OF STUDY

The size of the detergent market is estimated to be Rs. 12,000 Cr. Household care segment is
characterized by high degree of competition and high level of penetration. With rapid
urbanization, emergence of small pack size and sachets, the demand for the household care
products is flourishing. The demand for detergents has been growing but the regional and small
unorganized players account for a major share of the total volume of the detergent market. In
washing powder HUL is the leader with 38 per cent of market share. Other major players are
Nirma, Henkel and Proctor & Gamble. （A STUDY ON CONSUMER PREFERENCE
TOWARDS DETERGENT POWDERS IN TIRUCHIRAPPALLI DISTRICT ）
Rural India accounts for more than 700 Million consumers, or 70 per cent of the Indian
population and accounts for 50 per cent of the total FMCG market. The working rural
population is approximately 400 Millions. And an average citizen in rural India has less than
half of the purchasing power as compare to his urban counterpart. Still there is an untapped
market and most of the FMCG Companies are taking different steps to capture rural market
share. The market for FMCG products in rural India is estimated 52 per cent and is projected
to touch 60 per cent within a year. Hindustan Unilever Ltd is the largest player in the industry
and has the widest market coverage.
The size of the Indian detergent market is roughly estimated to be 12,000 Cr. Characterized by
immense competition and high penetration levels the Indian detergent segment is ruled by
players like Hindustan Unilever Limited, Henkel and Proctor & Gamble. As a result of rapid
urbanization the demand for better quality household products is constantly on a rise. To cater
to this increasing demand of quality washing powders most of the top detergent brands in India
are continually introducing better packaged detergents that are offering a host of benefits in a
single wash. The Indian washing powder markets in 2010 was 3,364 000 tones. The Indian
rural demand for washing powder has increased by 83 percent in last ten years.
Rita Kuvykaite (2009) has descriptive research. According to Rita package attracts consumer’s
attention to particular brand, enhances its image, and influences consumer’s perceptions about
product. Also package imparts unique value to products (Underwood, Klein & Burke,
3.1 LITERATURE REVIEW

2001Silayoi & Speece, 2004), works as a tool for differentiation, i.e. helps consumers to choose
the product from wide range of similar products, stimulates customers buying behavior (Wells,
Farley & Armstrong, 2007). Thus package performs an important role in marketing
communications and could be treated as one of the most important factors influencing
consumer’s purchase of package, its elements and their impact on consumer’s buying behavior
became a relevant issue. He is basing on theoretical analysis of package elements and their
impact on consumer‘s purchase decision empirically reveal the elements having the ultimate
effect on consumer choice. Research methods that Rita has used are systematic and
comparative analysis of scientific literature; empirical research. There are six variables that
must be taken into consideration by producer and designers when creating efficient package:
form, size, color, graphics, Material and flavor. Similarly, Kotler (2003) distinguishes six
elements that according to him must be evaluated when employing packaging decisions: size,
form, material, color, text and brand. The research result of Rita shows the impact of package
elements on consumers purchase decisions can be stronger. He has concluded that package
could be treated as one of most valuable tool in today’s marketing communications,
necessitating more detail analysis of its elements and an impact of those elements on consumers
buying behavior. The impact of package and its elements on consumer’s purchase decision can
be revealed by analyzing an importance of its separate elements for consumer’s choice.
According to Peter and Olson (2004), Perceived quality is a critical element for consumer
decision making. Perceived quality as the degree to which a product or service provides key
customer requirements (customization) and how reliably these requirements are delivered
(reliability). Consumers often judge the quality of a product or service on the basis of a variety
of informational cues that they associate with the product. As defined by Zeithaml (1988b),
cues that are intrinsic concern physical characteristics of the products itself, such as product’s
performance, features, reliability, conformance, durability, serviceability and aesthetics. Onthe
other hand, extrinsic attributes are thecues that are external to the products itself, such as price,
brand name, brand image, company reputation, manufacturer’s image, retail store image and
the country of origin. Perceived quality has direct impact on customer purchase decision and
brand loyalty, especially during the time customers have less or no information of the products
that they are going to purchase (Aaker, 1991; Armstrong and Kotler, 2003).
Perceived Value (PV): The term “value” used in this study refers to a judgment of preference
by consumers (Gan et al., 2005). According to Cronin et al. (2000) and Zeithaml (1988b),

perceived value is the customer’s overall assessment of the utility of a product based on
perceptions of what is received and what is given. Sweeney and Soutar (2001) and Woodruff
(1997) define customer value as a customer-perceived preference for and evaluation of, product
attributes, attribute performance and consequences in terms of the customer’s goals and
purposes.
Stonewall (1992) defined value as function of product features, quality issues, delivery, service
and price. He also added that “value is always determined by consumer, in his or her own terms,
timing and testaments” and that “value is a perception, a view, or understanding made up of
measurable components.” Perceived value is a comprehensive form of customer evaluation of
service. （A Project Report on Deterjent & Satisfaction Survey of Nirma Ltd）

In the literature review we have find the various research papers on the customer preference
and satisfaction about detergent powder, but we did not find any research was done on a study
on customer preference and satisfaction about detergent powder especially in Kadi .So that, we
were done our research study on a study on customer preference and satisfaction about
detergent powder
3.2 RESEARCHGAP

1. Do you use detergent powder?
-
Interpretation:
Above question is asked to the respondent to know how many people are using detergent
powder. In our research only 1 respondent is not using, so it means that most of people using
detergent powder.
Particular Answers
Yes 159
No 0
Total 150
100%
0%
Ans
Yes
No

2. How many time do you use detergent powder?
Interpretation:
Above question is asked to the respondent to know frequency of using detergent powder of
respondent. In our research most of respondent using detergent powder on daily basis. Where
23% respondent using detergent powder on weekly basis. Only 9 respondent using detergent
powder occasionally.
Particular Answers
Daily 69
Alterative 26
Monthly 11
Weekly 35
Occasionally 9
Total 150
46%
17%
8%
23%
6%
Ans
Daily
Alternative days
Monthly
Weekly
Occusionaly

3. Rank the following brand of washing powder do you use?
Interpretation:
The above question is asked to the respondent to know which is famous brand in the market.
In our research 1st got surf excel and 2nd rank got by Arial. It means that Arial and surf excel is
most famous brand in the market. Where least popular brand in the market is Wheel or Niram
both got 6th and 5th rank in our research.
Particular 1 2 3 4 5 6 7 Total Rank
Surf excel 34 34 33 22 6 21 0 150 1
Tide 27 18 41 27 23 11 3 150 3
Arial 24 39 24 25 24 13 1 150 2
Rin 21 26 19 34 35 15 0 150 4
Nirma 26 15 13 27 33 36 0 150 5
Wheel 17 18 20 14 26 53 2 150 6
Other 0 0 0 1 2 2 145 150 7
Total 149 150 150 150 149 151 151 1050 -
0
20
40
60
80
100
120
140
160
Surf excel Tide Arial Rin Nirma wheel Other
34 27 24 21 26
17
0
34
18
39
26 15
18
0
33
41
24
19
13 20
0
22
27 25
34
27
14
1
6 23 24
35
33
26
2
21 11 13 15
36
53
2
0 3 1 0 0 2
145
1 2 3 4 5 6 7

4. Are you using washing machine?
Interpretation:
Above question is asked to know how many people are using washing machine. In our research
93 respondent using washing and 38% respondent not using washing.
Particular Ans
Yes 93
No 57
Total 150
Yes
62%
No
38%
Ans
Yes
No

5. What do you prefer to buy?
Interpretation:
In our research most of people to buy ‘Niram” because it is easily available in market. And
second surf excel is surf excel. And least purchased product by people is RIN.
Particular Ans
Surf excel 30
Tide 25
arial 23
Rin 16
Nirma 36
Wheel 20
Total 150
S U R F
EX C EL
T I D E AR I AL R I N N I R MA W H EEL
30
25 23
16
36
20
ANS
ans

6. In what Quantity do you buy washing Powder?
Interpretation:
Most of people want to purchase a detergent powder in 1KG packaging and 2Kg packaging or
pouch. In our research nobody want to purchase 500gm pouch or packages. Those people have
less they are purchasing small packaging like 100gm and 50gm.
Particular Ans
Pouch 17
1kg 54
100gm 11
2kg 27
250gm 24
5kgs 17
500kg 0
others 0
Total 150
0
10
20
30
40
50
60
POUCH 1KG 100GM 2KG 250GM 5KGS 500KG OTHERS
Ans
Ans

7. Please, Rank the following criteria to Purchase Detergent Powder?
Interpretation:
In our research most of people purchase detergent powder based on Quality of product. And
most of people buy detergent powder based on price of the product. And Third people purchase
detergent powder based on packaging. And least purchase done based on availability.
Particular 1 2 3 4 5 6 7 Total Rank
Price 44 26 31 17 18 14 0 150 2
Availability 6 22 19 44 32 26 1 150 6
Packaging 17 28 22 26 22 31 4 150 3
Fragrance 11 21 24 28 44 19 3 150 5
Quality 58 16 33 15 11 14 3 150 1
Quantity 15 35 20 18 20 39 3 150 4
other 0 2 2 2 2 6 136 150 7
Total 151 150 151 150 149 149 150 1050 -
44
6 17 11
58
15 0
26
22
28
21
16
35
2
31
19
22
24
33
20
2
17
44
26
28
15
18
2
18
32 22 44
11
20
2
14 26 31 19 14
39
6
0 1 4 3 3 3
136
RANK
1 2 3 4 5 6 7

8. From where do you like to purchase yours washing Powder?
Interpretation:
In our research most of respondent purchase a product from Kiran store and from super market.
24% respondent purchase a product from Shopping mall and online shopping through
purchased done by only 4 respondent.
Particular Ans
Department stole 15
super market 46
Kirna store 47
shopping mall 36
Online shopping 4
Other 2
total 150
10%
31%
31%
24%
3%1%
Ans
Department stole
super market
Kirna store
shopping mall
Online shopping
Other

9. Mention Satisfaction Level for the following for your current brand of detergent
powder?
Interpretation:
The price mean score is 1.50 which is stands between ‘1 to 2’ which means most of people are
satisfied with price of detergent. Packaging mean score is 2.09 which quite near to 2 which
means most of people satisfied with packaging of detergent. Quality mean score is also near to
2 which means people satisfied with it. Quantity, availability and fragrance is also near to 2 so
people satisfied with it.
Particular Minimum Maximum Mean
price 1 4 1.50
packaging 1 5 2.09
quality 1 4 1.67
quantity 1 5 2.12
availabilty 1 5 2.21
fragrance 1 5 2.18
P R I C E P AC K AGI NG QU AL I TY QU AN TI TY AV AI L AB ILITYF R AG R AN CE
1.5
2.09
1.67
2.12 2.21 2.18
MEAN
Mean

10. Will you prefer the same detergent powder in future?
Interpretation:
In our research most of people want to prefer same detergent powder in future ratio is 93%.
Only 7% don’t want to prefer.
particular Ans
Yes 140
No 10
Total 150
93%
7%
Ans
Yes
No

11. Will you suggest to buy the detergent Powder to other people?
Interpretation:
Out of 150 respondent 136 respondent want to suggest detergent powder to other people. Only
9% people don’t want to suggest other people.
Particular Ans
Yes 136
No 14
Total 150
91%
9%
Ans
Yes
No

12. Gender
Interpretation:
In our research we have mostly taken female respondent and 11% respondent are male.
Gender ans
Male 16
Female 134
Total 150
Male
11%
Female
89%
ANS

13. Age
Age Ans
Less than 25 49
25-40 68
41-55 29
Above 55 4
Total 150
Interpretation:
In our research most of respondent have 25-40 years age. Where less than 25 only 49
respondent In our research.
Less than25
33%
25-40
45%
41-55
19%
Above 55
3%
Ans
Less than 25 25-40 41-55 Above 55

14. Education
Education Ans
Up to primary 20
Up to SSC 25
Up to HSC 49
Up to graduate 46
Up to post graduate 7
Other 3
Total 150
Interpretation:
In our research most of people have completed HSC and graduation level. Where up to primary
studied is 20 respondent. Post-graduation completed by 7 respondent.
13%
17%
32%
31%
5%2%
Ans
Up to primary
Up to SSC
Up to HSC
Up to graduate
Up to post graduate
Other

15. Occupation
Interpretation:
In our research most of respondent is female member so their occupation is Housewife and
some of them attached with service and business.
Occupation ans
Housewife 85
service 27
business 21
Profession 11
Self employed 6
Total 150
ans
0
20
40
60
80
100
HOUSEWIFE SERVICE BUSINESS PROFESSION SELF EMPLOYED
ans
ans

16. Income
Income ans
Less than 5000 54
5000-10000 23
11000-20000 51
21000-30000 8
31000-40000 12
41000 and above 2
Total 150
Interpretation:
In our research most of respondent is middle class family so their income stands between less
than 5000pm and 11000 to 20000pm.
54
23
51
8 12
20
10
20
30
40
50
60
Less than 5000 5000-10000 11000-20000 21000-30000 31000-40000 41000 and
above
ANS
ans

Particular Market Share
Use detergent powder in area of Kadi and
in villages
Our research in over all people use to
detergent powder
Using washing machine 62% people use the washing machine
Market share 36% people use to prefer by Nirma Powder,
30% Surf excel, 25% Tide.
Quality 1Kg is highest quality packaging in
washing powder
Quantity Most of people like purchase to Nirma
detergent powder
Location Most of people like purchase near kirna
store, after the like super market in
purchase
Satisfaction of consumer Consumer mostly like their availability,
fragrance,and qualityby detergent powder.
SUMMARY OF DATA ANALYSIS

 We have found that in our research most of people are using detergent powder and
they are aware about it directly and indirectly.
 We have found that most of respondent want to buy Nirma detergent powder
because which is available in nearest place easily.
 We found that detergent powder mostly purchased by in 1kg pouch or packaging.
 We have found that RIN detergent powder not available in rural area. So people
can’t buy it.
 We have observe that most of people prefer same brand they are using right now.
FINDIGNS AND OBSERVATIONS

Through study we came to know that detergent powder used by almost everyone on daily or
weekly basis. From our study we can conclude that people prefer brand of detergent powder or
use those detergent powder which is available at nearest place person of house or area.
Detergent like surf excel and Arial which is most successful brand in the market because they
more focusing on advertising and marketing of the product via TV, Radio. Newspaper etc. So
they become market leader of detergent powder now a days.
The respondents are much aware about the household care. In FMCG includes all consumable
household care items which people buy at regular basis for everyday use. The detergent is most
common & needed on daily basis for cleaning clothes in whole world. Now days detergent
market is grown up because consumer much aware about cleaning. Detergent organization
presents their new improved products which contain all required features by the consumers.
Detergent is demanded from both rural & urban areas.
The consumers of Kadi area and their villages purchase detergent for monthly use which
depends on gentle washing of tough stains, quality, safety, fragrance, packaging & most of
advertisement of brand. The most of the consumers use Surf Excel, Aerial & Rin for cleaning
office ware which are very expensive but consumers believes in detergent quality. The some
consumers use Wheel which is economy type of detergent & good for cleaning regular clothes.
The consumer which are not satisfied with current detergent brand, switch current brand with
another brand for satisfaction. The all consumers behavior of purchasing detergent brand
affected by the various factors which are family’s choice, brand advertisement on Television,
Radio, Newspaper etc., various schemes like various discounts, offers, coupons etc. & their
self-need satisfaction. The detergent brand organization of Satara city need to analyze
consumer buying behavior continuously to understand their expectations & makes changes in
organization marketing policies to retain & attract more customers towards them.
CONCLUSION

A ProjectReporton Deterjent& Satisfaction Survey of Nirma Ltd． GHOSHANKITAs.l.，Mathura
Devi Institute of Technology&Management,indore．
A STUDY ON CONSUMERPREFERENCETOWARDSDETERGENT POWDERSIN TIRUCHIRAPPALLI
DISTRICT． ShanthaseelaR.s.l.，International Journal of AdvancedScientificResearch &
Development(IJASRD)．
Choudhari Smritishika&Dr.Rinalini Kakati (2013),“MeasuringCustomerBasedBrandEquityfor
premiumdetergentbrandinIndianmarket”,PacificBusinessReviewInternational,Volume6,Issue
4, October2013, pp.-1-10.
Reference Books:
Marketing Research – By Malhotra Naresh K, Fifth Edition.
Website:
www.nirma.com
www.rin.com
www.wikipedia.com
http://en.wikipedia.org/wiki/Consumer_behaviour
http://www.businessdictionary.com/definition/consumer-buying-behavior.html
http://www.ukessays.co.uk/essays/marketing/philips-kotler-marketing-ideas.php
BIBLIOGRAPHY

Questionnaire
Dear Respondent,
We are students of B.B.A Semester-VI from N. P. College of Computer Studies
& Management, Kadi. Right now we are doing a Marketing Research on, “A
study on customer preference and satisfaction about detergent powder”. We
ensure youthat the data provided by you will bekept confidential and exclusively
used for academic purposeonly. We humbly request you to fairly reply the below
mentioned questions.
1. Do you use detergent powder?
□ Yes □ No
If No, skip______________
2. How many time do you use detergent powder?
□ Daily □ Alternate Days
□ Weekly □ Half Month
3. Rank the following brand of washing powder do you use?
□ Surf excel □ Tide
□ Arial □ Rin
□ Nirima □ Wheel
□ Other______________
4. Are you using washing machine?
□ Yes □ No
5. What do you prefer to buy?
□ Surf Excel □ Tide
□ Arial □ Rin
□ Nirma □ Wheel
□ Other_______________
6. In what Quantity do you buy washing Powder?
□ Pouch □ 1 Kg.
□ 100 gm. □ 2Kg.

□ 250 gm. □ 5 Kg.
□ 500 gm. □ Other_______________
7. Please, Rank the following criteria to Purchase Detergent Powder?
□ Price □ Availability
□ Packaging □ Fragrance
□ Quality □ Quantity
□ Other______________
8. From where do you like to purchase yours washing Powder?
□ Department stole
□ Super Market
□ Kirana Store
□ Shopping Mall
□ Online shopping
□ Other____________
9. Mention Satisfaction Level for the following for your current brand of detergent
powder?
Particulars Highly
satisfied
Satisfied Nominal Dissatisfied Highly
Dissatisfied
Price
Packing
Quality
Quantity
Availability
Fragrance
10. Will you prefer the same detergent powder in future?
□ Yes □ No
If No, Why_____________________________________

11. Will you suggest to buy the detergent Powder to other people?
□ Yes □ No
12. Give any suggestion to any detergent powder
___________________________________________________________
Demographic Information
Gender
□ Male □ Female
Age
□ Less than 25 □ 25 to 40
□ 41 to 55 □ Above 55
Education
□ Up to primary □ Up to SSC
□ Up to HSC □ Up to Graduate
□ Up to Post-Graduate
□ Other
Occupation
□ Housewife □ Service
□ Business □ Profession
□ Self employed
Income

□ Less than 5,000 p.m. □ 11,000 to 20,000 p.m. □ 31,000 to 40,000 p.m.
□ 5,000 to 10,000 p.m. □ 21,000 to 30,000 p.m. □ 41,000 p.m. and above
Thank you


Indian Detergent Market Analysis

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