The document summarizes research conducted on men's deodorant buying behavior and awareness in India. A survey was conducted with 60 male respondents using a questionnaire. The most popular deodorant brands were found to be Axe, Park Avenue, and Fogg. Most men purchase deodorant from hypermarkets and kirana stores and are influenced by television advertising. The sample size for the research was small and responses may have been biased as respondents used different brands. Deodorants with added benefits like being alcohol-free are expected to gain more popularity among Indian consumers.

2.  The deodorants market in India
increased at a compound annual
growth rate of 26.2% between 2004 and
2009.
 The body spray segment led the
deodorants market in India in 2009, with
a share of 66.2%.
 The leading player in deodorants market
in India is Unilever.

3. RESEARCH OBJECTIVE TO STUDY THE DEODORANT
BUYING BEHAVIOUR AND
AWARENESS AMONG MEN
DATA COLLECTION SURVEY METHOD
TYPE OF DATA PRIMARY DATA
SAMPLE SIZE 60
TARGET MEN
RESEARCH INSTRUMENT QUESTIONNAIRE

4. 24%
18%
15%
13%
16%
8%
6%
Axe Park Avenue Fogg
Wild Stone Set Wet Old Spice
Gillette
Note:
Single
Coded
Options

5. 27%
21%
52%
Hyper Market
Medical Stores
Kirana Stores
Recommendation
 The brand should
go for extensive
distribution
 Keep their
presence in Kirana
Stores
WHERE DO YOU MOST OFTEN PURCHASE
DEODORANT?

6. 11%
14%
16%
23%
10%
15%
8%
3%
Print
TVC
Social
Radio
Word of Mouth
In-Store
Placements/Advertisements
Salespeople
Samples
WHICH IS YOUR SOURCE OF PURCHASING
DEODORANT?
Recommendation:
The brand should
advertise through TV,
radio, Social, In store
placements (POP’s)

7. 34%
37%
24%
5%
Every Month
2 Months
3 Months
4-6 Months

8. 39%
39%
22%
Once Twice More Than Twice

9. 24%
31%
26%
14%
5%
On-Sales Offer Promotion Advertising
Image Performs Well

10.  Sample Size was limited.
 Respondents were little confused over
single coded options which we
provided.
 The Data can be biased as respondents
were using different brands.
 Time constraint did have a huge impact
on this research.

11.  Deodorants are expected to continue to
evolve further to offer added benefits
such as alcohol-free, anti-perspirant and
underarm whitening.
 Consumers (including men) continue to
spend on personal grooming products,
deodorants with added benefits are
likely to gain popularity.