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MBR - Deodorants
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.
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MBR - Deodorants
- 1. CONSUMER UNDERSTANDING ABOUT DEODORANTS Submitted by: MuhammadTariq Tooba Zaheer Shaikh Rozina Bhutto Rabail Qureshi Muhammad Sufyan
- 2. CONCEPT • The conceptof 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 BodySprays Roll-ons Anti Perspirant
- 4. PROBLEM STATEMENT • Tostudy the consumption pattern of deodorants and to see if people can differentiate between different deodorants
- 5. RESEARCH OBJECTIVE • Tounderstand 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% ofthe people understand the difference between body sprays, roll-ons and antiperspirant sprays
- 7. RESEARCH METHODOLOGY • Researchdesign • Quantitative: i. Survey method i.e. Questionnaire
- 8. SAMPLING METHOD • Samplingmethodologies: 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 askedquestion 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 SHAREROLL-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 DEODORANTSWITH 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 • Only11% 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 GENDERAND 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 OFUSING 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% startedusing 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% ofpeople 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 eliminatemyths 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.
Editor's Notes
- #21 Compressed deos by unilever are there