A study of brand loyalty on toilet soaps buying behavior of female consumers ...
Consumer behavior survey
1. 1
PROJECT REPORT
ON
“Consumer Behaviour Survey on
Detergent Washing Powder in Semi-
Rural Area”
SUBMITTED BY
1. Akshay Mane
2. RhushikeshGaikwad
3. Swati Labde
4. Kiran waghmode
5. Harshvardhan Hande
SILC
2. 2
CERTIFICATE
This is to certify that below mentioned students has satisfactorily
completed his Major concurrent Project on “ConsumerBehaviourSurvey on
DetergentWashing Powderin Semi-Rural Area” in the partial fulfilling the
requirement of Agriculture Business Management, during the academic year
2015-2016.
Students:
Mr. Akshay Mane
Mr. Rhushikesh Gaikwad
Miss. Swati Labde
Mr. Kiran waghmode
Mr. Harshvardhan Hande
Place:Pune
Date:17/10/2015 Dr. Nilesh Gokhale
3. 3
ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this is no
different. As an introduction to any last would be incomplete without the
mention of people who have made it possible and whose constant guidance and
encourage served as beacon light my effort with success.
I like to thank My Colleagues,who have directly or indirectly helped me
in successfulcompletion of this project and will remain the sourceof inspiration
for putting my bestefforts to ensure the success ofthis report.
I wish to take this opportunity to express my deep sense of gratitude to
Mr. Nilesh Gokhale, forproviding me an opportunity for carry out my Major
Concurrent Project at their esteemed organization.
I am Grateful to my Internal Guide Mr. Nilesh Gokhale, who has guided
me in each and every mode of the project work and helped me to understand
more and more.
Thanking you.
Place: Pune
Date: 17/10/2015
4. 4
1 EXECUTIVESUMMARY
India is the most populous country in the world. India is the country of
villages. Nearly 75 percent Indians resides in villages. Rural India represents the
whole nation in tradition, conventions, rituals and beliefs of the people in all.
This is the main reason driving force for rural marketing. The markets are now
concentrating heavily on high potential rural markets. As the urban markets are
reaching to the saturation point in terms of market growth, the markets are
reaching the rural markets to sustain in the highly competitive market. Heavy
demand for goods and services in the rural areas is the main reason for the
growth in rural markets. Different marketing strategies have been adopted by
the firms to capitalize the demand. Rural India consumes more products than
the urban India. Different income group consumers of different age group
purchases various brands as per their preferences. Overall the marketer should
understand the customer before taking up the road to the rural market. The
purpose of this paper is to investigate the influence of rural consumer based on
different age group
5. 5
2 INTRODUCTION
Now a days rural marketing is gaining significant importance. Rural
marketing rapidly gaining momentum because its high market potential. Most
of the FMCG and consumer durable firms are focusing heavily on rural
marketing. These firms have realized that the rural markets are more attractive
in terms of the revenue and profitability. In recent times the economic levels of
rural consumers have gone up substantially. The consumption pattern and life
style have also changed drastically. Hence, the buying behaviour of rural
consumers has become a hotcake becauserural consumers in recent days are
consuming everything from detergent powder to sophisticated electronic
gadgets. This is the main reason behind the analysis of rural consumers buying
behaviour. The Indian market demographic report- 1988(NCAER) had
estimated that rural India’s market is growing significantly. The number of
households has increased 111 million. Govt. policies, corporatestrategies, better
communication infrastructure facilities are the factors responsible for the
development of rural marketing. Brand name plays an important role in
determining the success/failure of the product. Hence an attempt has been made
to study the brand preference of detergent powder consumers.
2.1MARKET SIZE
The size of the Indian detergent market is estimated to be ` 12,000 Cr.
Making India world’s third largest detergents market. 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 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
6. 6
single wash. In India HUL holds a 38 per cent market share in the washing
powder segment clearly standing as the winner. The other important players in
the detergent industry include Surf Excel, Nirma and Sunlight.
2.2GROWTH
The per capita consumption of detergent in India is 2.7 kg which is
comparable low to countries such as Malayasia, Philippines 3.7 kg and the USA
10 kg. The High consumer awareness and penetration levels will enable the
market to grow at an average 8-10 % per annum with slightly higher growth in
rural areas. The higher penetration Depends on low costdetergent.
2.3 MAJOR PLAYERS (BRANDS)
Nirma
Wheel
Surf
Ariel
Tide
Rin
7. 7
3 RESEARCH METHODOLOGIES
Sampling Technique used while performing above consumer behaviour
survey is given below.
3.1SAMPLING ELEMENT
The primary data was collected through questionnaires served to 100 rural
consumers from varied age group. The sample consists of people such as
housewives, students, traders and senior people of the village under the study.
The study is undertaken with reference to Village Khopi Block Bhor District
Pune. To analyse the data and derive results from it percentage method is used.
This method is easy to use and taken as suitable method to compare, keeping in
view the objective of the study.
3.2SURVEY METHOD
The primary data is collected through surveying in Semi-Rural area and
field work by interviewing the consumers. The secondarydata is collected
through company websites and pastrecords.
3.3RESEARCH INSTRUMENT
The questionnaires consisting of both open ended and close ended questions
have been designed to obtain the required information from the respondents
keeping in mind the objectives of the study.
8. 8
4 DATA ANALYSIS
4.1WHICH BRAND OF DETERGENT YOU USE?
Response No. of Respondent Percentage %
Tide 7 7
Surf-Excel 15 15
Wheel 66 66
Patanjali 2 2
Rin 4 4
Nirma 4 4
Arial 2 2
Total 100 100
9. 9
4.2WHICH CLOTHS DO YOU WASH BY WASHING POWDER?
Response No. of Respondent Percentage
All Clothes 47 47
Daily Clothes 53 53
Total 100 100
10. 10
4.3HOW OFTEN DO YOU BUY DETERGENT?
Response No. of Respondent Percentage
Weekly 35 35
Monthly 16 16
Forthnightly 49 49
Total 100 100
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4.4WHERE DO YOU NORMALLY PURCHASE DETERGENT?
Response No. of Respondent Percentage
Mall 2 2
Retail Shop 83 83
Bazar 15 15
Total 100 100
12. 12
4.5HOW MUCH YOU SPEND ON DETERGENT POWDER PER
MONTH? (RS.)
Rupees No. of Respondent Percentage
More than 100 21 21
40 to 100 63 63
20 to 40 14 14
41 to 100 2 2
Total 100 100
13. 13
4.6HOW MUCH QUANTITY PACKAGING WOULD YOU LIKE TO
BUY AT ONE TIME? (IN GRAMS)
In Grams No. of Respondent Percentage
Less than 250 56 56
Less than 100 36 36
Less than 50 8 8
Total 100 100
14. 14
4.7WHAT DO YOU LOOK AT WHILE PURCHASING THE
DETERGENT?
Response No. of Respondent Percentage
Quality of Washing 17 17
Price 70 70
Fragrance 5 5
Star Endorse 5 5
Packaging 3 3
Total 100 100
15. 15
4.8HOW DO YOU USE IT?
Response No. of Respondent Percentage
In bucket 96 96
Washing Machine 4 4
Total 100 100
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4.9ARE YOU SATISFIED WITH PRICE?
Response No. of Respondent Percentage
Yes 99 99
No 1 1
Total 100 100
17. 17
4.10 LEVEL OF SATISFACTION FOR THE DETERGENT?
Response No. of Respondent Percentage
Good 47 47
Very Good 50 50
Average 3 3
Total 100 100
18. 18
4.11WHAT WILL YOU RANK THE DETERGENT?
Response No. of Respondent Percentage
Good 52 52
Better 42 42
Average 6 6
Total 100 100
19. 19
4.12 DO YOU ALWAYS INSIST TO USE THIS PARTICULAR
WASHING POWDER?
Response No. of Respondent Percentage
Always 75 75
Sometimes 25 25
Total 100 100
20. 20
4.13 WHAT IS YOUR HOUSEHOLD INCOME?
Response No. of Respondent Percentage
More than 25000 33 33
Less than 5000 2 2
10000 to 20000 54 54
5000 to 10000 11 11
Total 100 100
21. 21
5 FINDINGS
Majority of the respondents are females
Most of the respondents belong to the age group of 35 to 50 years.
Most of the respondentuses Wheel band.
Most of the respondentpurchase Detergentfrom General Store.
Quality and Availability are the major factor considered by the
respondentwhile purchasing Detergent.
Most of the respondentpurchase 150 – 250 gm pack of Detergent.
An average expenditure per Family per month for Detergent is ₹
40.
Most of the respondentdoes not change their brand.
Most of the respondent does not get affected by promotional
activity.
Most of the respondent are satisfied with the brand of Detergent
they use.
22. 22
6 CONCLUSION
The practical application of rural consumer behaviour findings in Indian
markets has often posed a problem for marketers for two reasons. First, most
consumer researches in rural market has used a piecemeal approach. Second,
there has been no comprehensive framework to integrate the findings in a
meaningful manner. The paradigm is an attempt which provides a
comprehensive framework that will enable marketers to understand, integrate
and apply consumer behaviour in the rural market. Much of the discussion in
this article had noted the possibilities of establishing the foot holds in rural
market. First, these kinds of markets are heterogeneous; hence the marketer
should frame different strategies to sell their products. However it must be
noted that it is possible to capitalize on the similarities among the rural markets.
The most important difference between rural and urban is in the degree of
sophistications of the consumers. Urban consumers are generally familiar with
such products, their attitude and value related to purchase and consumption will
be different. Here the marketer may have to work harder to sell their goods in
rural area because of diversity of values and attitudes present in these regions.
24. 24
8 ANNEXURE
8.1QUESTIONER
Consumer Behaviour
1. A) Which brand of detergent you use?
o Arial
o Surf-Excel
o Rin
o Tide
o Wheel
o Nirma
o Other:
1. B) Which cloths do you wash by washing powder?
o All cloths
o Daily use Cloths
2. How often do you buy detergent?
o Weekly
o Fortnightly
o Monthly
3. Where do you normally purchase Detergent?
o Retail Shop
o Bazar
o Mall
o Online
4. How much you spend on detergent powder per month? (Rs.)
o 20 to 40
o 40 to 100
o More Than 100
5. How much quantity packaging would you like to buy at one time? (In Grams)
o less than 50
o less than 100
o less than 250
o less than
25. 25
6. What do you look at while purchasing the detergent?
o Price
o Packaging
o Star Endorse
o Fragrance
o Quality of washing
7. How do you use it?
o Washing Machine
o In Bucket
8. Are you satisfied with price?
o Yes
o No
9. Level of satisfaction for the Detergent?
Very Good Good Average Bad Worst
What is
your
Response
10. What will you Rank the Detergent?
Better Good Average Bad Worst
What is
your
Response
11. Do you always insist to use this particular washing powder?
o Always
o Some times
o Never
12. What is your household income?
o less than 5000
o 5000 to 10,000
o 10,000 to 20,000
o More than 25,000
