Contents

LETTER OF TRANSMITTAL............................................................................................ 2
LETTER OF AUTHORIZATION........................................................................................ 3
EXECUTIVE SUMMARY............................................................................................. 4
PROBLEM DEFINITION............................................................................................... 6
INDUSTRY BACKGROUND......................................................................................... 6
COMPANY BACKGROUND.......................................................................................... 7
BRAND BACKGROUND................................................................................................. 8
BACKGROUND TO THE PROBLEM:............................................................................... 10
STATEMENT OF PROBLEM/BUSINESS OBJECTIVES:.......................................................10
LITERATURE REVIEW ON ANTI-BACTERIAL SOAPS.......................................................11
RESEARCH OBJECTIVES............................................................................................. 19
RESEARCH QUESTIONS........................................................................................... 19
RESEARCH HYPOTHESIS.......................................................................................... 20
HYPOTHESIS 1: Those falling in the income bracket of 50000-75000 are most likely to
buy Dettol............................................................................................................. 20
HYPOTHESIS 2: Consumers are more satisfied with Dettol as Compared to Lifebuoy and
Safeguard............................................................................................................. 20
HYPOTHESIS 3: To test that the Dettol advertisement is more effective than other soap
advertisements....................................................................................................... 20
HYPOTHESIS 4: Four Features including Moisturizing, Ability to kill
bacteria, Fragrance and lather are mostly preferred in Dettol and other
soaps by consumers....................................................................................... 20
HYPOTHESIS 5: The frequency of using Dettol is greater than lifebuoy and Safeguard
over a period of 6 months......................................................................................... 20
INFORMATION NEEDS:................................................................................................ 21
RESEARCH DESIGN.................................................................................................... 22
TYPE OF RESEARCH DESIGN.................................................................................... 22
SCALING TECHNIQUES............................................................................................... 23
SAMPLING METHODOLOGY..................................................................................... 26
TARGET POPULATION.............................................................................................. 26
DEFININGUNIVERSE POPULATION........................................................................... 26
DEFINING SAMPLE/ SAMPLE DISTRIBUTION.............................................................26

SAMPLING TECHNIQUE / SELECTION OF RESPONDENTS............................................27

FIELDWORK............................................................................................................... 28
MALL-INTERCEPT QUESTIONNAIRE.........................................................................28
FOCUS GROUP........................................................................................................ 29
RESULTS AND DATA ANALYSIS.................................................................................... 31
HYPOTHESIS TESTING................................................................................................ 38
HYPOTHESIS 1: Those falling in the income bracket of 50000-75000 are most likely to buy Dettol. .38
HYPOTHESIS 2: Consumers are more satisfied with Dettol as Compared to Lifebuoy and Safeguard.
.............................................................................................................................. 41
HYPOTHESIS 3: To test that the Dettol advertisement is more effective than other soap advertisements
.............................................................................................................................. 44
HYPOTHESIS 4: Four Features including Moisturizing, Ability to kill bacteria,
Fragrance and lather are mostly preferred in Dettol and other soaps by
consumers............................................................................................................. 46
HYPOTHESIS 5: The frequency of using Dettol is greater than lifebuoy and Safeguard over a period of
6 months................................................................................................................... 63
LIMITATIONS AND CAVEATS....................................................................................... 67
RECOMMENDATIONS................................................................................................. 69
CONCLUSION............................................................................................................. 72
APPENDIX-1............................................................................................................... 74
SAMPLE SURVEY........................................................................................................ 81
APPENDIX-III............................................................................................................. 88

LETTER OF TRANSMITTAL
30th December 2013
Mr. SibghatullahHusaini
Institute of Business Administration,
Karachi

Respected Sir,
We are pleased to present you the report you directed us to prepare as our termproject report. We selected Understanding the Barriers and Motivators to Trial
and Repurchase Attitude for Dettol Soaps as a topic for our report.
This report has been made in accordance with the research proposal we presented
earlier to you. We conducted survey and focus groups to gather data and then gave
our evaluations and recommendations based on it.
We also acknowledge your immense guidance and support in completing this
report. We have utilized our optimum skills to make this report as much useful as
possible. As a group we found the report interesting, challenging, and most of all
hopefully rewarding in understanding the practical aspects of research and their
applications.
Regards,
MYRA ABID KHAN
HURMAT MUTIULAH SHAIKH
NUZHAT ARA TARIQ
FARHEEN MANSUR

LETTER OF AUTHORIZATION

20th October 2013

Institute of Business Administration,
Karachi

Dear All,
We have reviewed the contents of your proposal that you sent to us on October 14.
We authorize you to make the study about theBarriers and Motivators to Trial and
Repurchase Attitude for Dettol Soaps.Kindly proceed as you have outlined your
proposal.
If you still have questions and concerns, dont hesitate to contact at my email
address atinjela.ahmed@reckittbenckiser.com. We look forward to see yourfinal
report very soon.
Regards,
Injela Ahmed
Brand Manager- Dettol
Reckitt Benckiser

EXECUTIVE SUMMARY
The business objective behind this research was to identify ways to boost sales
growth of Dettol soap, this led to the formation of our Research objective which

was to explore the factors that act as barriers and motivators to trial and repurchase
of Dettol soap bars. The product under study is the brand owned by Reckitt
Benckiser Pakistan Limited.
The exploratory research relied on insights from mall-intercept surveys, online
questionnaires and focus group discussion which were scrutinized through rigorous
process of statistical tools. Frequency tables, bar charts, pie charts and histogram
have been used to present the data and further analysis has been done by creating
and testing five hypotheses relating to data collected through the questionnaires,
one of the hypothesis is about popularity of the Dettol soap compared to its
competing brands.
The conclusion part addresses all the research objectives, identifying factors that
hinder and motivate trial and repurchase. From our fieldwork it can be safely
concluded that Dettol has an established brand name and is the market leader in the
niche category however in order to attain the business objective of increasing sales
growth of dettol soaps, the product will have to undergo some changes. These are
explained in the recommendations section which highlight recommendations such
as Dettol should come out with promotional schemes such as giving free samples
or discounted soap samples with its anti-septic liquid or floor wash liquid so that
consumers try the soap bar.

PROBLEM DEFINITION
INDUSTRY BACKGROUND
We are studying the antibacterial category of the soap industry. The soap segment
in Pakistan has two main sectors: Beauty and Anti-bacterial. With a market size of
Rs.17.4 b in 2012, share of beauty soap is around 50%.Rest of the market uses
6

anti-bacterial soaps. LUX is the leading brand from Unilever, in the beauty soap
segment, at 22%. The anti-bacterial market has emerged very significantly in the
last 5 years with Safeguard from P&G making a serious entry against Lifebuoy.
Their successful positioning has brought it very close to Lifebuoy (Rs.3.5 b) - a 50
year old brand. Lifebuoy has the highest total soap market share even today i.e.
25%.

COMPANY BACKGROUND
Reckitt Benckiser Pakistan Ltd (RBPL) is a fully owned subsidiary of Reckitt
Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser
Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV
in 1999. Although RB Pakistan has existed in the country since 1951 (it was
known as Reckitt and Coleman up until 1999). The company has operations in 60
countries, provides sales in 200 countries and has had net revenues in excess of
$5.5 billion. RB Pakistan has introduced 12 brands in Pakistan, in the categories of
healthcare, hygiene and homecare. Its most recognizable products include Strepsils
throat lozenges, Disprin painkillers, Dettol disinfectants, Mortein insecticides,
Harpic household cleaners and Cherry Blossom polishes.

The combined annual growth rate of RB Pakistan for the last three years has been
16.8%. Its total revenues increased from Rs4.5 billion in 2009 to Rs7.2 billion in
2012. Brands falling in the healthcare segment are the top priority for RB, followed
by hygiene and homecare brands. The largest chunk of growth in Pakistan has
come from the hygiene segment, in comparison, the companys growth at the
global level is divided equally between healthcare and hygiene segments. The
company exports made-in-Pakistan products to the Middle East, Philippines,
Thailand, Malaysia, sub-Saharan Africa, South Africa, Europe, Australia and Latin
America.
RBs major competitors in Pakistan comprises of Unilever and PnG. Unilever

BRAND BACKGROUND
Dettol is a trade name for a line of hygiene products by Reckitt Benckiser. The
brand started its journey as antiseptic liquid, and then extended to a number of
product categories like Dettol bar soaps, hand wash, hand sanitizers, body wash
etc. Its sole purpose is to defend/protect the family from bacteria and all kinds of

harmful microscopic organisms. After the tremendous success of Dettols liquid

antiseptic, the company planned to launch its antibacterial soap (which was, for
obvious reasons, less harsh on our soft beautiful skin). The soap was launched after
the companys core competitors were clever enough to launch their own
antibacterial soap.

In 2011, the company changed its CEO, bringing a new face from P&G. With other
changes, Manhattan was replaced with Interflow. Dettol orange was launched. It
was an immediate hit. But it was a slight digression from its brand essences of
anti-bacterial soap. It trespassed into the beauty segment. Soon after, it made
further progress into the bacterial segment by launching dettol ka tarana hai,
Pakistan ko barhana hai. Again it helped the brand with increased SOV. Very
lately Dettol has introduced Dettol-Radiance -The soap that provides glow to your
face with Sonia Jahan as the celebrity. Company seems to be engaged in Vector
positioning-making an effort to maintain its essence of being an anti-bacterial soap
with simultaneously stepping into the beauty soap segment. Advertising strategy of
9

Dettol mainly revolves around mothers responsible for taking care of their children
and family as a whole.
Positioning itself in the anti-bacterial category, Dettol has two competitors P&G
with Safeguard soap and Unilever with Lifebuoy. Dettol captures 9% of the market
share while 22% and 17% market share is dominated by Safeguard and Lifebuoy
respectively. Hence, the total market share of anti-bacterial market is 48%. Dettol
users have a perception that it effective germ killer with medicinal smell of Dettol
which is used for bathing and cleansing. It has five variants which are original,
cool, skincare, lemon and re-energize soap. Lifebuoy users see the soap as decent
quality affordable germ protection agent against bacteria for everyday use for
lower and middle class.

BACKGROUND TO THE PROBLEM:

Dettol, despite creating a perception in the minds of customers regarding its ability
to kill bacteria, has not been able to keep up with the sales volume and market
share when compared to other brands like Lifebuoy and Safeguard. Dettol captures
only 9% of the market share while 22% and 17% market share is dominated by
Safeguard and Lifebuoy respectively. Moreover, other antibacterial soaps have

10

been making effective use of marketing tools to attract potential customers via new
techniques while Dettol has stuck to its old mode of advertisements.

STATEMENT OF PROBLEM/BUSINESS OBJECTIVES:

The problem identified by Reckitt Benckiser was that the sales of Dettol were
increasing at a declining rate. In other words, there was gradual weakeningof sales
growth of Dettol and the company feared that in future Dettol market share may
fall. Therefore, Reckitt Benckiser wanted us to investigate the reasons for this
declining rate and so they asked us to focus on barriers to trial and repurchase
behavior of consumers towards Dettol soap bars. So we outlined the following
objectives to focus our research on:
Objective 1: Factors that hinder trial of Dettol soap.
Objective 2: Factors that hinder repurchase of Dettol soap.
Objectives 3: Factors that motivate trial and repurchase of Dettol soap.
Information that we gatheredin order to fulfill the above objectives included
whether the consumers are aware of the presence of anti bacterial soaps in the
market, how much concerned are they about hygiene and what attributes are
considered before buying the soaps and so on. The purpose was to gather as much

11

as information about the factors that lead to trial and repurchase of Dettol and this
was done mostly through questionnaire survey and focus groups.

LITERATURE REVIEW ON ANTI-BACTERIAL SOAPS

The recent entry of products containing antibacterial agents into healthy
households has escalated from a few dozen products in the mid-1990s to more than
700 today. Antibacterial products were developed and have been successfully used
to prevent transmission of disease-causing microorganisms among patients,
particularly in hospitals. They are now being added to products used in healthy
households, even though an added health benefit has not been demonstrated.
Scientists are concerned that the antibacterial agents will select bacteria resistant to
them and cross-resistant to antibiotics. Moreover, if they alter a persons
microflora, they may negatively affect the immune system. Therefore, it is possible
that such products could increase chances of causing infectious diseases in people.
Selvamohan and Sandhya (2012) investigated the efficacy of locally available
market soaps against three skin infected bacteria such as Staphylococcus spp.,
Pseudomonas spp. and Serratiaspp, five soaps including Lifebuoy, Dettol,
Medimix, Savlon and Johnsons Baby were selected for the study. Among the five
soaps, the highest efficacy was performed by Medimix. Second most effective soap
was Dettol and third most effective soap was Lifebuoy where as Savlon and

12

Johnsons Baby exhibited simialr activities. In terms of germ protection, Dettol

soap gave 10 times better protection against a wide range of germs whereas
Lifebuoy which is made from 100% vegetable oils showed balanced germ
protection. Medimix soap, containing a unique combination of the purest and finest
grade vegetable glycerine proved to be very effective for dry skin
Another study by Riaz, ahmad and hasnain, (2009) was conducted in which the
antibacterial activity of six branded soaps namely Safeguard, Dettol, Lux,
Palmolive, and Capri were tested. The study included selection of most common
bacterial strains from the environment. Identification of bacterial strains was done
by standard microbiological techniques, which included gram staining,
biochemical testing and advanced identification by analytical profile index. The
results revealed that beauty soaps also possessed antibacterial activity but in lesser
quantity than that of antibacterial soaps. The best of all the soaps used was lifebuoy
(antibacterial) because the calculation of the efficiency of bactericidal activity of
all the soaps revealed that this soap was more efficient than the others used. It was
also proved experimentally that antibacterial soaps kill the bacteria at a specific
concentration and they have bacteriostatic activity which means that they can
inhibit the growth of bacteria. Beauty soaps, on the other hand, have some natural
and plant extracted ingredients in their composition which have the ability to
inhibit or kill the bacteria so they also have some bactericidal activity. However,
13

another interesting finding was that some bacterial strains become resistant which
leads to their survival even at high concentrations of anti bacterial soaps.
T he literature revealed that the majority of consumer antibacterial soaps labeled as
antibacterial contains between 0.1% and 0.45% volume of triclosan which is
marketed as an antibacterial ingredient in consumer hygiene products. Aiello,
Larson, and Levy (2007) carried out a systematic review of research to assess the
risks and potential benefits associated with the use of soaps containing triclosan in
the community setting. For this purpose, PubMed database was searched for
English-language articles, using relevant keyword combinations for articles
published between 1980 and 2006. Twenty-seven studies were eventually
identified as being relevant to the review.
Three of the studies were conducted in Pakistan, and 1 was conducted in an urban
setting in the United States. The study sample sizes ranged from 162 to 600
household units, and all households were required to include a child 4 years of
age. Interventions included household member use of available bar soap containing
1.2% triclosan over a1-year period. The outcomes recorded infectious illness
symptoms such as cough, fever, diarrhea, and skin infections. All 4 studies showed
no significant reduction in illness symptoms among household members associated
with the use of the antibacterial soap versus plain soap.

14

Many of the available bacterial reduction studies which were reviewed tested the
efficacy of hand hygiene agents used for 30 seconds. Similar to our review,
others have shown that an increased application time of various hand hygiene
agents tends to result in greater efficacy. However, it is unlikely that 30-s
duration reflects the normal hand-washing practices in the community setting.
Even health care professionals generally wash their hands for a much shorter
duration. Another factor that has been identified as an important parameter for
enhancing the efficacy of antiseptic hand hygiene agents is the concentration of the
ingredient. In the review, the majority of studies that identified a significant
reduction in bacterial levels onthe hands utilized soap with a concentration of
1.0% triclosan. Thus, available data do not support the effectiveness of
antibacterial soaps for reducing infectious disease symptoms or bacterial counts on
the hands when used at the concentrations commonly found in consumer antiseptic
hand soaps. The effectiveness was similar to that of plain soap in the majority of
studies, and a difference in the reduction of bacterial levels on the hands was
generally observed only after longer hand washes with soap containing relatively
high concentrations of triclosan (i.e., 1.0% volume).
One more study testing the efficacy of antibacterial soaps was conducted in Dars-eSalaam in Tanzania where a total of 16 medicated soaps were assessed for their
antimicrobial efficacy. Of these, 13 were medicated and 3 non-medicated soaps,
15

which served as control. It was concluded that most of the medicated soaps
displayed satisfactory antibacterial property but lacked antifungal effect.
Many people have strong perceptions that antibacterial soaps are effective in
preventing diseases. However, latest research suggests that too much of
antibacterial usage for hand washing can have opposite effect- that is it can spread
diseases/ infections instead of preventing them. Overutilization of medicated soap
results in microbial resistance and makes an individual more vulnerable to bacteria
attacks.
A study used 16 brands of soaps brought from shops, drug stores, pharmacies
during a 3 month period in order to conduct antibacterial activity tests. Using a
wax marker, a Nutrient agar-plate (Roth, German) was divided in four sectors and
labeled 1 through 4. Firstly, fingers were rubbed over sector 1 prior to washing
hands. Secondly, using a scrub brush, soap, and water, hands were scrubbed for
about 2 min, and then the fingers were rubbed over sector 2. The second step was
repeated for sectors 3 and 4. This technique was performed twice: The first process
was conducted in open-air on laboratory bench while the second was aseptically
carried out in laminar flow cabin. The aim was to rule out contamination of the
agar plates by microorganisms present in the air, which could have been settled
onto the agar plates by gravitational force. One un-inoculated agar plate served as

16

negative control. Microbial counts were performed following an incubation of the

agar plates for 12 to 42 h at 37.
It was found through literature review that in the hospital environment alcohol
based

hand

rubs

have

extensively

been

used

as

an

alternative

to

antimicrobial/antiseptic soaps, as they provided a better skin tolerance as compared

to antiseptic soap due to the moisturizing and softening agents in the formulation.
Hand rubs have also demonstrated to have more effective microbiological
properties as compared to antiseptic soaps. Therefore, overutilization of
antimicrobial soaps may spell to development of resistance to microbicides.
Researchers have shown that simply washing thoroughly with an ordinary soap is
sufficient to reduce bacteria and, further, is effective against viruses, thus
questioning advantages of using antibacterial soaps. The hand washing technique
has proved to be inappropriate for evaluation of soaps antimicrobial efficacy.
Whether people wash their hands for 2 minutes or 5minutess, the effectiveness of
the soap will be the same.
Research on the emergence of the concept of personal hygiene and anti bacterial
products revealed interesting facts. It was found that prior to modern period, only
the wealthy had the means to follow hygienic rules and children did not require
any hygienic attention. It was not until the late classical period that a Greek
physician, Galen, pointed towards the hygiene of infants.
17

Medieval Christian writers introduced the persistent idea that good health required
strict regulation of the appetites and disciplining of the body by diet and exercise.
Hygiene routines became means of self-denial, aimed at living a temperate life.
This conception paralleled the European medieval prejudice against public baths,
which associated both classical and Muslim bathing practices with licentious
sexuality and enfeebling luxury. Self-denial through strict hygiene (though not
necessarily cleanliness) persisted as a theme in European and American writing
well into the modern period. In early modern Europe this embedded Christian
notion encouraged a cold bathing regimen for adults and children. JOHN LOCKE
in Some Thoughts Concerning Education (1693) proposed a hardening hygiene for
children of cold water, cold air, and light clothing to toughen the body and spirit.
The promotion of cold water as healthful was central to the nineteenth-century
hydropathic movement.
The development of the germ theory by Louis Pasteur, Joseph Lister, Robert Koch
and others moved attention from visible to invisible dirt. One thing contagion and
germ theory did was emphasize the degree to which individual health was
dependent on the healthfulness of a person's surroundings. The concept of hygiene
was extended to even more aspects of personal and public life. This included the
creation of new types of hygiene, such as mental hygiene, sexual hygiene, and the
racial hygiene of the international EUGENICS movement. In an era of imperialism
18

other nations came to be judged as civilized on the basis of their adherence to

European and American standards of cleanliness. The irony of this is that
Europeans and their American cousins, who were often filthy prior to the modern
era, judged unworthy those Africans and Asians who had long practiced frequent
bathing.
Major health and hygiene campaigns in the United Kingdom in the late nineteenth
and early twentieth centurys had as their central focus the reduction of infant
mortality, first through the Poor Laws and then through the National Health
Insurance Act of 1911.
Several epidemiological studies have suggested that the decreased incidence of
infectious disease and the dramatic decline in infant and child mortality that began
in Western society in the late nineteenth century can largely be attributed to
improvements in sanitation, water supply, and domestic and personal cleanliness.
In the late twentieth century those nations that enjoyed the lowest levels of
infectious disease were those that used the highest amounts of soap.
Recent studies indicate that an ingredient in antibacterial products could scramble
hormone levels and boost drug-proof bacteria. "New data suggest that the risks
associated with long-term, daily use of antibacterial soaps may outweigh the
benefits," Colleen Rogers, an FDA microbiologist, wrote in a statement. In

19

response to these studies, the Food and Drug Administration (FDA) have called for
a safety review of anti-bacterial soaps and they have given producers of
antibacterial soaps until the end of 2014 to prove that their claims regarding killing
germs should be proved by them without affecting hormones of consumers.

RESEARCH OBJECTIVES
RESEARCH QUESTIONS
Following are our research questions:

What are the factors that act as barriers to trial and repurchase of Dettol
Soap?
What are the factors that encourage trial and repurchase of Dettol Soap?

RESEARCH HYPOTHESIS
HYPOTHESIS 1: Those falling in the income bracket of
50000-75000 are most likely to buy Dettol

HYPOTHESIS 2: Consumers are more satisfied with Dettol as

Compared to Lifebuoy and Safeguard.

20

 HYPOTHESIS 3: To test that the Dettol advertisement is more

effective than other soap advertisements

HYPOTHESIS 4: Four Features including Moisturizing,

Ability to kill bacteria, Fragrance and lather are mostly
preferred in Dettol and other soaps by consumers.
HYPOTHESIS 5: The frequency of using Dettol is greater than
lifebuoy and Safeguard over a period of 6 months.

INFORMATION NEEDS:
Questionnaires were given to sample population and data on different marketing
parameters of Dettol soap were collected. First few questions regarding
demographics were asked, through which we collected data about income,
occupation and place from where they usually bought their grocery. Questions
were asked whether the consumers were aware of the presence of anti-bacterial
soaps in the market and how much concerned are they about hygiene.
Information about the usage of antibacterial soaps in households was also collected
which provided data about how frequently Dettol was being used by consumers.
21

Moreover, information about the users including current and lapsed users of Dettol
was also gathered. This also gave us the idea regarding the frequency of purchasing
of Dettol soap by respondents. Furthermore, in order to collect information about
the deciding factors for the purchase of Dettol, various features of soap like
fragrance, color, lather, design, ability to kill bacteria etc were asked to rate for a
normal soap and Dettol soap. In this way, we gathered data about the most
preferred features of soap as well as the features that were least preferred in soaps
and particularly Dettol soaps which thus needed improvement.
To check the recall of Dettol brand, both open ended as well as close ended
questions were asked about the Dettol advertisement witnessed by respondents
recently. This provided data about the effectiveness of the marketing campaigning
done by Reckitt Benckiser. People were also asked about the different variants of
Dettol they have used to check their recall. Later on, results revealed that the
responses often coincided with the competitors variants.

RESEARCH DESIGN
TYPE OF RESEARCH DESIGN
It is a combination of exploratory and descriptive research where we first explore
the factors affecting the decision to try and repurchase and then scale them

22

according to their level of significance. Also in the later stage of the research we
plan to analyze the impact of new marketing strategies on the buying behavior.
For the purpose of this research, both qualitative and quantitative research
techniques have been used to gain insight into the trial and repeat purchase
behavior of the respondents.
Sample Survey questionnaires with structured questions were distributed to
the respondents (50 through online sampling and 50 through mall surveys,
personal contacts and personal interviews).
Retail visits were done to get information through personal interview at the
point of sale. Stores visited included Hyperstar, Naheed and Imtiaz
A focus group discussion was also conducted with housewives. Moreover
personal observation was also used to note the buying pattern.

SCALING TECHNIQUES
The questionnaire had been designed keeping in mind all the commonly used scale
and measurement tools in alignment with the research objectives. The questions
vary in design from being simple rating scales and choice questions to more
complicated paired comparison rating techniques. It has a mix of closed and open
ended questions. Likert scale has also been used to measure sensitive variation
amongst the options. Special care has been taken to avoid extremity bias by using
graphical representation of choices (see Q. 5)

23

Please refer to questions given in the appendix II

Q.1 is a close ended question will provide nominal data which will help in the
classification of the respondents occupation and serve the purpose of choosing
target audience which in this case were female homemakers (i.e. housewives and
married working women). Interval scaling technique has been used in Q. 2 in order
to acquire ordinal data which provides very significant distinguishing and
categorization point of the target audiences status in terms of their total household
income.
Q.3 is another exploratory question which will generate nominal data regarding the
point of sale for Dettol soaps in specific and grocery in general. It also has a subpart which is open ended and optional for the respondents, aids in gaining
insightful data categorized on the basis of location. Q.4 is a close ended choice
question which will generate nominal data useful in finding out the total ratio of
antibacterial soap buyers.
Q.5 is a designed as per the choice technique using graphical representation in a
manner to avoid order bias. Q. 6 is a choice technique question, used as the filter
question and acts as the point of termination for non-users of Dettol soaps. Q.7 is
an attitude rating category scale question, used to get frequency of purchases made
by each household. Comparative ranking is required in Q. 8 which is an attitude

24

measurement ranking scale question aimed to identify the most important feature
sought after in any soap.
Comparative ranking is required in Q.9 which is an attitude measurement ranking
scale question aimed to identify and rank the 4 features liked in Dettol soap.
Q.10 is attitude rating scale specifically Likert Scale used to measure the
satisfaction level given an unbalanced set of options. Comparative rating scale
technique has been used in Q. 11 which is an attitude measurement scale question
aimed to see the preferences of the users for each feature.
Q12 & 13 are dichotomous close ended choice questions, where Q.13 ask for
additional information, also it is a trigger question for the next question. Brief
description is required to check the recall-ability of the advertisement. Q.14 is a
close ended choice question which will generate nominal data useful in finding out
the mediums where the ads most witnessed.
Q. 15 is a close ended choice based question where the respondents are forced to
choose from the given list, what the need improved in the Dettol soap. Q.16 is an
open-ended questionwhich will test the awareness of customers regarding the
variants available.

25

SAMPLING METHODOLOGY
TARGET POPULATION
The target population for this study basically comprises of married females who
are the decision makers in their respective houses. The married females would
include housewives and mothers who do consider the attributes of the hand wash
soap to ensure safety of their family and specifically children from germs.
Moreover our research is typically for females in Karachi.

DEFININGUNIVERSE POPULATION
Our universe population consists of allpeople in a household above the age of 25
years who are involved in the purchase decisions. Further our population lies under
the socioeconomic group A and B which includes middle class and upper middle
26

class society. Since our research is based upon purchasing behavior of Dettol soap,
it is anticipated that people belonging to the above mentioned socioeconomic
groups are the ones who buy it.

DEFINING SAMPLE/ SAMPLE DISTRIBUTION

Our sample includes hundred married women approached by the researchers at the
point of sale and through internet to fill in the survey questionnaire. To get a
broader view and unbiasedresults our point of sale includes Hyperstar,Naheed and
Imtiaz Supermarket. So our research was based upon personal interviews, mall
intercept survey and internet survey. The sampling frame is 200 housewives
however useful response is 100.

SAMPLING TECHNIQUE / SELECTION OF RESPONDENTS

We have used judgment sampling which lies under non probability sampling for
our research. This is so because our target group is married ladies responsible for
their household, so while conducting the survey at Hyperstar, Naheed and Imtiaz
we gave out questionnaires to ladies who were married using our own judgment.
Since our study is about Trial & Repurchase Attitude towards Dettol soap, so we
selected only users of Dettol which means that they must have used Dettol
sometime in their life or are currently using it. Those who never used Dettol were
terminated.

27

FIELDWORK
MALL-INTERCEPT QUESTIONNAIRE
The interviewers went to Naheed, Imtiaz and Hyperstar. We were not granted
permission to conduct the survey inside the supermarket in order to let the
customers enjoy their experience of grocery shopping. Thus, we had to stand
outside the supermarket and request respondents to let us interview them. Each
respondent was randomly selected by asking every fifth individual coming out of
the doors to cooperate with us in the survey data collection.
Few respondents filled in the questionnaires themselves while others preferred the
interviewers to read out the questions and mark the answers according to their
choice of answers.

28

It took four separate days with two interviewers going together and spending three
hours outside each supermarket on separate days. Respondents coming out of
Hyperstar were asked to sit with us outside the area around Butlers Chocolate Caf
with a water fountain and fill the forms. While in Naheed, respondents filled in the
survey questions after sitting their cars due to unavailability of any sitting area
around the supermarket. The same procedure was done for Imtiaz Supermarket.

FOCUS GROUP
The focus group was held with a total number 7 married female relatives and
neighbors (requested for anonymity) at the house of researcher in a comfortable
casual setting. The invitation only mentioned that a casual discussion regarding
use of soaps in routine life. Dated December 25th 2013, afternoon time the
discussion began which lasted for 60 minutes. The moderator had loose outline of
what topics to discuss and there was a transcriber in the room who appeared to be
working on her laptop, therefore it was a disguised focus group. The respondents
all belong from household income group of 50000 to 100000 or even more.
Funnel approach was used so that purpose of the discussion should not be evident,
the discussion began with moderator raising the question how many of you think
that soaps are still used in our homes hand washes, face washes and shower gels
together have substituted soaps completely, then it was inquired if any special
29

consideration is given to killing bacteria through soaps and those who use antibacterial soaps disclosed so. At this point debate was lit against the use of such
soaps by one member who had witnessed a documentary relating to the use of
antibacterial soaps on BBC, competitor brands were mentioned by others.
An activity was conducted towards the end when white bars of lifebuoy, Dettol,
and safeguard were presented to the audience wrapped in white tissue to cover the
engraved product name and recognition was tested and 5 out of 7 participants
chose to rate the soaps on 9 features, similar to question number 11 in the
questionnaire.
Results are discussed in the other section.

30

RESULTS AND DATA ANALYSIS

(For tabulated data and its graphical representation see AppendixIII)
A total of 124 responses were collected to the questionnaires (conducted face to
face through mall-intercept, at the checkout of grocery marts) out of which 24 were
terminated at the filter question which inquired whether the respondent falls in the
specific target audience description which is a married, female who has been a
user of Dettol soap in the past or is currently using it.
The first question investigates the profession of the respondents, of which 66 are
purely homemakers, 18 are married females (this was asked verbally) who are
working and the others include a combination of married females who are part
time students or work from home. Therefore the results will give the perspective of
a hybrid group of married females.

31

The household income is lopsided as the respondents are largely from socioeconomic class A and B, representation of lower SECs is disproportionately
minimal. This was deliberately assured as Reckitt Benckisers Dettol Soap targets
the middle-middle class and upwards only. The price for Dettol soap is higher than
its two big competitors i.e. Lifebuoy and Safeguard. This is one reason why the
element of price has been taken out of the research analysis, as per the instructions
of the Brand Manager of Dettol, Ms Injela Ahmed. It is RBs policy to charge a
minimum of 10% margin on all its products and therefore the price cannot be
lowered. Of all 29 per cent of respondents had a total household income between
Rs 100,000 and Rs 150,000 followed by 21% each for both intervals: Rs 50,000
and 75000 and 150,000 and above. 14% responses were from Rs 36,000- 50,000
household income interval. Rest of them totaled to be 15% of the total responses.
In the data table, two responses which show Rs 00.00 income, is because the
respondents excused sharing this information; however upon naked-eye judgment
they seemed to be from upper-middle class, also the fact that they were shopping at
Hyperstar which is not a discount store.
The facts that we conducted the questionnaire in supermarkets and wholesaling
retailers and online surveys were mainly responded by affluent educated class are
the main reason why there is clear majority (75%) of response for option no. 3 i.e.
hyperstar/naheed/imtiaz etc. However there is also a significant percentage (18%)
32

of responses that do their shampoo-soap grocery from local kiryanas. The data
highlights the popularity with which these big one-stop shopping marts are
frequented. Important piece of information driven from this question is that it
collects data regarding popular point of sale for soaps. The limitations of this are
discussed in the later section.
Of the total of 100 respondents, 70 females said that they currently buy both the
types, beauty and anti-bacterial soaps for their household use. And there are 9
percent of the sample who use only anti-bacterial soap and the rest use only beauty
soap. This goes out to show that on a big scale, the ability to kill bacteria and the
ability to give beautiful looking skin are seen as two different features which can
be served by two different kinds of soaps. It also pin-points at the fact that
antibacterial soap brands have yet to bridge the gap between these two purposes
that their various beauty-antibacterial variants fail to do.
The respondents were asked about the brands that were currently being used in
their household to gauge the popularity of the competing antibacterial brands. The
results were interesting as some respondents had selected two or more of the
antibacterial soap brands namely Dettol, Lifebuoy and Safeguard, upon inquiry
they mentioned that it varies due to the appeal of display put up in the malls,
promotional offers, new variant or packaging which made them attracted to switch
between brands serving the same purpose of killing bacteria. Households currently
33

using Dettol were 59, Safeguard in 30 and Lifebuoy 24. According to our sample
data, Love stands as the most popular beauty soap and Dettol in the anti-bacterial
soap category.
After the filter question, where 24 responses were terminated, 100 were left for
further scrutiny which was Dettol soap specific and more directly linked with our
research objective. The question regarding purchases of Dettol soap in past 6
months helped as indentify respondents which had become elapsed users (8% who
never bought it in past 6 months) there were a large chunk i.e. 37% of respondents
who bought it 4 to 6 times that is almost once every month on average, 14%
sample population always bought Dettol soap whenever they did their household
grocery and a considerable 22% respondents said that had seldom bought it that is
at least once and at most thrice in past six months.
When the respondents were asked to rate features important/ sought in any soap,
25 % respondents rated Fragrance and another 25% rated Ability to kill bacteria (or
to give cleanliness in general) as the 1st thing looked for in a soap. Moisturizing
content is rated by a majority of 22% as the 2nd most important feature is the
Ability to bring Freshness has been ranked 3rd by 18% of respondents. Lather
stands fourth and color is considered fifth whereas design of the bar, packaging and
availability are more or less equally considered, the perceived impact of these three
features is minimal.
34

The top four features liked in dettol soap, in order of votes given to each at each
rank, are ability to kill bacteria (perceived by 70% of respondents), fragrance is
ranked 2nd voted by 27% respondents) followed by a tie between Freshness and
Availability for 3rd rank, voted by 20% and 18% and the fourth feature liked is its
packaging voted by 16% respondents.
The comparative approach when applied to question 8 & 9 shows a certain degree
of mismatch between generally sought after features in any soap and those liked in
Dettol soap

1st
nd

For Soaps in general

Fragrance and ability to

For Dettol soaps

Ability to kill

kill bacteria
Moisturizing

bacteria
Fragrance

3rd Freshness
th

Lather

Freshness/Availabilit
y
Packaging

This shows that Dettol soap lacks behind in moisturizing content and lather
features to appeal its users, this will later be evident from the results of question 15

35

Satisfaction levels were tested through Likert scale question to which 56% people
said that they were satisfied and 29% were somewhat satisfied, two percent were
dissatisfies but 13% were highly satisfied.
In another inter-related comparison on the basis of 9 listed features, three antibacterial soap brands, name Dettol, Lifebuoy and Safeguard were ranked with
respect to each other. Overall 48% of respondents prefer Dettol in majority of the
listed features, 40 for Safeguard and 12 for Lifebuoy. However the drawback of
this question was that it took more than 5 minutes for each respondent to recall and
comapare the brands they have used and also not everyone had used all three and
therefore they ranked based on perception, others did it in a rush without giving
sufficient thought to the brands features. Also quite a few respondents saw
safeguard and dettol interchangeable substitutes and thus could not really differ
and rank precisely.
In questions relating to advertisement the objective, to gauge weather ads reached
the target audiences and if it did then what were the most popular medium, was
met. 82% of the respondents had seen soap ads in past 3 months and out of them
68% have witnessed Dettol advertisement (56% of entire sample). Most popular
medium remains Television with its highest reach, followed by billboards (26%)
and print media (12%). Displays and retail store promotion also account for 6% of
responses. Although Retail promotions are very frequently witnessed, their power
36

to get noticed and remembered by the observer is weak due to the promotioncrammed retail environment.
Question 15 is a clear indicator of the barriers to repurchase, moisturizing content
has chosen by 46% of respondents by current and elapsed users collectively, a
feature which needs improvement in Dettol soap. 12 % respondents think that
packaging needs improvement. 37 percent respondents said fragrance (recalling the
Original variant specifically) and 28% of respondents said lather (general insights
highlight that the soap becomes soluble rapidly, does not create sufficient lather
and chunks have to be thrown away towards the end of the bar) needs to be
improved.
The last question aimed to test the authenticity of responses (whether they actually
use dettol) and knowledge (awareness of the variants). Mostly respondents recalled
by the color of package or bar, only 25% of the respondents could actually recall
the name of the variants, of the 25 percent 66% knew the Original variant only and
the rest responses varied between Cool, Daily Care, Radiance, and Re-energize.

37

HYPOTHESIS TESTING
HYPOTHESIS 1: Those falling in the income bracket of 50000-75000 are most
likely to buy Dettol
Case Processing Summary
Cases
Valid
Missing
N
Percent
N
Percent
Income *
Usage

100 100.0%

0.0%

Total
N
Percent
100 100.0%

Income * Usage Crosstabulation

Count

.00

Usage
Always( 10t Frequently( Sometimes( Seldom(1- Never
imes)
7-9times)
4-6times)
3times)
0
0
0
0
2
38

Total

Less than
15,000
15,000-25,000
26000-35000
Incom 36000-50000
50000-75000
e
100000150000
150000 and
over
Total

0
2
4
4

0
0
2
4

1
0
6
5

4
0
2
4

0
0
0
4

5
2
14
21

16

29

21

14

19

37

22

100

Chi-Square Tests
Value

df

Asymp.
Sig. (2sided)
.000
.001

Pearson Chi-Square 69.726

28
Likelihood Ratio
55.610
28
Linear-by-Linear
.104
1
.746
Association
N of Valid Cases
100
a. 34 cells (85.0%) have expected count less than 5.
The minimum expected count is .16.

39

Analysis: In order to verify that people falling within the income bracket of 5000075000 are most likely to buy Dettol, we look at the Chi- Square value which is
0.00. Since this value is less than 0.05, it is significant and so we reject the
hypothesis that people within the income bracket of 50,000-75,000 buy Dettol. We
can see from the bar chart above that people with income between 100,000150,000 are heavy users of Dettol.

40

HYPOTHESIS 2: Consumers are more satisfied with Dettol as Compared to

Lifebuoy and Safeguard.
Case Processing Summary
Cases
Valid
Missing
Total
N
Percent
N
Percent
N
Percent
Satisfaction *
100 96.2%
4
3.8%
104 100.0%
Rating
Satisfaction * Rating Crosstabulation
Count
Rating
Lifebuo Dettol Safeguar

.00

y
.00
Highly satisfied
Satisfacti Satisfied
Somewhat
on
satisfied
Dissatisfied
Total

Total

1
1
12

0
0
3

1
7
26

0
4
15

2
12
56

11

13

28

0
15

0
6

2
47

0
32

2
100

Chi-Square Tests

41

Value

df

Asymp.
Sig. (2-

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear

13.775a
15.976

12
12

sided)
.315
.192

2.144

.143

Association
N of Valid Cases
100
a. 14 cells (70.0%) have expected count less than 5.
The minimum expected count is .12.

42

Analysis:
In general, people during the survey responded that they are satisfied with Dettol
but are not highly satisfied. This was further verified by taking out the Chi-Square
value which is 0.315. since this value is greater than 0.05, we accept the hypothesis
that people are Satisfied with Dettol when compared to Lifebuoy and Safeguard.

HYPOTHESIS 3: To test that the Dettol advertisement is more effective than other
soap advertisements
SoapAds * DettolAdvertisement
Case Processing Summary
Crosstabulation
Cases
Count
Valid
Missing
DettolAdvertisement
Total
N
Percent
N
Percent
.00
yes
no
SoapAds *
100 96.2%
4
3.8%
.00
4
0
0
4
SoapAd
DettolAdvertisemen
Yes
29
17
32
78
ts
No
4
0
14
18
Total
37
17
46
100
Chi-Square Tests
Value
df

Asymp.
Sig. (2-

sided)
.003
.001
.002

Pearson Chi-Square 16.360

4
Likelihood Ratio
19.985
4
Linear-by-Linear
9.756
1
Association
N of Valid Cases
100
43
a. 4 cells (44.4%) have expected count less than 5.
The minimum expected count is .68.

Total
N
Percent
104 100.0%

Analysis: The Chi-Square value for the hypothesis that Dettols advertisements
are effective when compared to other soap brands is 0.03 which is less than 0.05.
This value is significant and so we reject the hypothesis. Most respondents were
able to recall Safeguard ads and could only recall those ads of Dettol that were a
year or two old.

HYPOTHESIS 4: Four Features including Moisturizing, Ability to kill

bacteria, Fragrance and lather are mostly preferred in Dettol and
other soaps by consumers.
To test this hypothesis, we have to achieve the following objectives to determine
which four features are preferred by the consumers in soaps:

44

 Fragrance
Lather
Color
Design/shape
Packaging
Availability
Ability to kill bacteria
Freshness
Moisturizing content
To determine what image of Dettol consumers have on the following attributes as
compared to other soaps:
Fragrance
Lather
color
Design/shape
Packaging
Availability
Ability to kill bacteria
Freshness
Moisturizing content
45

Features preferred in soaps

FRAGRANCE
Frequen
Valid
cy
Valid

.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Total
Missin Syste
g
Total

1
13
9
6
11
4
4
2
2
52
48

Percent
1.0
13.0
9.0
6.0
11.0
4.0
4.0
2.0
2.0
52.0
48.0

100

100.0

Percent
1.9
25.0
17.3
11.5
21.2
7.7
7.7
3.8
3.8
100.0

Cumulative
Percent
1.9
26.9
44.2
55.8
76.9
84.6
92.3
96.2
100.0

Analysis: The first column signifies that ranking order given by people to
fragrance. So we can see that thirteen respondents consider fragrance as an
important feature when making a purchase decision.

46

LATHER
Frequen
cy
Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
Total

2
7
8
8
8
4
4
5
5
51
49

Percent
2.0
7.0
8.0
8.0
8.0
4.0
4.0
5.0
5.0
51.0
49.0

100

100.0

Valid
Percent
3.9
13.7
15.7
15.7
15.7
7.8
7.8
9.8
9.8
100.0

Cumulative
Percent
3.9
17.6
33.3
49.0
64.7
72.5
80.4
90.2
100.0

Analysis: From the table above we can see that eight respondents ranked lather 3rd,
4th and 5 th position in the order of importance of features.
COLOUR
Frequenc
Valid
Cumulative
y
Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste

1
1
3
8
13
6
8
6
5
51
49

Percent
1.0
1.0
3.0
8.0
13.0
6.0
8.0
6.0
5.0
51.0
49.0

Percent
2.0
2.0
5.9
15.7
25.5
11.8
15.7
11.8
9.8
100.0
47

g
Total

m
100

100.0

Percent
2.0
3.9
9.8
25.5
51.0
62.7
78.4
90.2
100.0

Analysis: Thirteen respondents consider color to be an important feature that

imfluences their purchasing decision. A lot of mothers are particular about it
because their children like variety of colors.

48

DESIGN

Valid

3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Frequen
cy
Percent
8
8.0
4
4.0
9
9.0
9
9.0
9
9.0
6
6.0
6
6.0
51
51.0
49
49.0
100

Valid
Cumulative
Percent
Percent
15.7
15.7
7.8
23.5
17.6
41.2
17.6
58.8
17.6
76.5
11.8
88.2
11.8
100.0
100.0

100.0

Analysis: Nine individuals have ranked design/shape 5th,6th

and 7th position respectively. However, six felt that they are
indifferent to this feature when it comes to purchasing soap.

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste

PACKAGING
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
1
1.0
2.0
2.0
1
1.0
2.0
3.9
5
5.0
9.8
13.7
9
9.0
17.6
31.4
5
5.0
9.8
41.2
9
9.0
17.6
58.8
9
9.0
17.6
76.5
6
6.0
11.8
88.2
6
6.0
11.8
100.0
51
51.0
100.0
49
49.0
49

DESIGN

Valid

3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Frequen
cy
Percent
8
8.0
4
4.0
9
9.0
9
9.0
9
9.0
6
6.0
6
6.0
51
51.0
49
49.0
100

Valid
Cumulative
Percent
Percent
15.7
15.7
7.8
23.5
17.6
41.2
17.6
58.8
17.6
76.5
11.8
88.2
11.8
100.0
100.0

100.0

Analysis: Nine individuals have ranked design/shape 5th,6th

and 7th position respectively. However, six felt that they are
indifferent to this feature when it comes to purchasing soap.

Valid

Total

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total

PACKAGING
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
1
1.0
2.0
2.0
1
1.0
2.0
3.9
5
5.0
9.8
13.7
9
9.0
17.6
31.4
5
5.0
9.8
41.2
9
9.0
17.6
58.8
9
9.0
17.6
76.5
6
6.0
11.8
88.2
6
6.0
11.8
100.0
51
51.0
100.0
100 100.0
50

Analysis: We got a mix of different ranking to packaging feature. Respondents

gave 4th, 6th and 7th position in terms of importance.
AVAILABILITY
Frequenc
Valid
y
Valid 1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missi Syste
ng
m
Total

6
9
6
4
2
4
7
7
6
51
49

Percent
6.0
9.0
6.0
4.0
2.0
4.0
7.0
7.0
6.0
51.0
49.0

100

100.0

Percent
11.8
17.6
11.8
7.8
3.9
7.8
13.7
13.7
11.8
100.0

51

Cumulative
Percent
11.8
29.4
41.2
49.0
52.9
60.8
74.5
88.2
100.0

Analysis: Availability feature was ranked 2nd in terms of its importance.

Respondents felt that they buy what is readily available whenever needed.
BACTERIA
Frequen
Valid
cy
Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
Total

13
7
10
5
3
4
1
4
4
51
49

Percent
13.0
7.0
10.0
5.0
3.0
4.0
1.0
4.0
4.0
51.0
49.0

100

100.0

Percent
25.5
13.7
19.6
9.8
5.9
7.8
2.0
7.8
7.8
100.0

Cumulative
Percent
25.5
39.2
58.8
68.6
74.5
82.4
84.3
92.2
100.0

Analysis: Thirteen respondents ranked the ability of a soap to kill bacteria as their
top priority especially women with children when it comes to purchasing a soap.

52

FRESHNESS
Frequen
Valid
cy
Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
Total

6
9
11
8
3
7
1
4
2
51
49

Percent
6.0
9.0
11.0
8.0
3.0
7.0
1.0
4.0
2.0
51.0
49.0

100

100.0

Percent
11.8
17.6
21.6
15.7
5.9
13.7
2.0
7.8
3.9
100.0

Percent
11.8
29.4
51.0
66.7
72.5
86.3
88.2
96.1
100.0

MOISTURIZING
Frequenc
Valid
y
Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste

9
12
7
7
6
1
4
1
4
51
49

Percent
9.0
12.0
7.0
7.0
6.0
1.0
4.0
1.0
4.0
51.0
49.0

Percent
17.6
23.5
13.7
13.7
11.8
2.0
7.8
2.0
7.8
100.0
53

g
Total

Cumulative

m
100

100.0

Cumulative
Percent
17.6
41.2
54.9
68.6
80.4
82.4
90.2
92.2
100.0

TOP FOUR FEATURES PREFERRED IN DETTOL

FRAGRANCE
Frequenc
Valid
y
Valid

.00
1.00
2.00
3.00
4.00
Total

30
10
28
18
14
100.0

Percent
30.0
10.0
28.0
18.0
14.0
100.0

Percent
30.0
10.0
28.0
18.0
14.0
100.0

54

Cumulative
Percent
30.0
40.0
68.0
86.0
100.0

LATHER
Frequenc
y
Valid

0.00
2.00
3.00
4.00
Total

41
23
20
16
100

Percent
41.0
23.0
20.0
16.0
100

COLOUR
Frequenc
y
Valid

.00
2.00
3.00
4.00
Total

68
8
10
14
100

Percent
34.0
4.0
5.0
7.0
100

Valid
Percent
66.0
14.0
4.0
16.0
100.0

Valid
Percent
68.0
8.0
10.0
14.0
100.0

Cumulative
Percent
66.0
80.0
84.0
100.0

Cumulative
Percent
68.0
76.0
86.0
100.0

DESIGN
Frequenc
y
Valid

.00
2.00
3.00
4.00
Total

68
6
12
14
100

Valid
Percent
68.0
6.0
12.0
14.0
100.0

Percent
68.0
6.0
12.0
14.0
100.0
55

Cumulative
Percent
68.0
74.0
86.0
100.0

MOISTURIZING
Cumulative
Valid

.00
1.00
2.00
3.00
4.00
Total
Missing System
Total

Frequency Percent Valid Percent

7
7.0
24.1
1
1.0
3.4
6
6.0
20.7
9
9.0
31.0
6
6.0
20.7
29
29.0
100.0
71
71.0
100
100.0

Percent
24.1
27.6
48.3
79.3
100.0

FRESHNESS

Frequency
Percent
Valid Percent
Cumulative Percent
Valid
.00
11
11.0
28.2
28.2

1.00

56

10
5.0
12.8
41.0

2.00
16
8.0
20.5
61.5

3.00
24
12.0
30.8
92.3

4.00
3
3.0

57

7.7
100.0

Total
78
39.0
100.0

Missing
System
61
61.0

Total
100
100.0

58

BACTERIA
Frequenc

Valid

Cumulative

Valid

Percent
Percent
Percent
2
2.0
4.0
4.0
68
68.0
72.0
76.0
16
16.0
16.0
92.0
2
2.0
2.0
94.0
PACKAGING
6
6.0
6.0
100.0
100
100.0
100.0
AVAILABILITY
Frequenc
Valid
Cumulative

.00
1.00
2.00
3.00
4.00
Total

y
Valid

.00
1.00
2.00
3.00
4.00
Total
Missin System
Frequenc
g
Total
Valid

y
.00
2.00
3.00
4.00
Total

Percent
Percent
Percent
24
24.0
48.0
48.0
4
4.0
8.0
56.0
1
1.0
2.0
58.0
13
13.0
26.0
84.0
8
8.0
16.0
100.0
50
50.0
100.0
50
50.0
Percent
Valid
Cumulative Percent
100
2
10
10
50

Percent
100.0
28
28.0
56.0
2.0
4.0
10.0
20.0
10.0
20.0
50.0
100.0

59

56.0
60.0
80.0
100.0

Design: Of the 100 respondents, 14 felt that this feature was least important in
dettol soap, while 68 felt that this feature was irrelavnt.

HYPOTHESIS 5: The frequency of using Dettol is greater than lifebuoy and

Safeguard over a period of 6 months.

palmoliv
soap currently

capri
12

dettol
59

dove
38
60

lux
70

e
8

safeguar
lifebuoy
24

d
30

being used

Usage
Frequen
cy
Valid Always( 10times)
Frequently(7-

Valid

Percent
14
14.0
19
19.0

Cumulative

Percent
14.0
19.0

Percent
14.0
33.0

9times)
Sometimes(4-

37

37.0

37.0

70.0

6times)
Seldom(1-

22

22.0

22.0

92.0

8
100

8.0
100.0

8.0
100.0

100.0

3times)
Never
Total

61

Analysis: From the frequency table above, we can see that most commonly used
soap in the beauty category is Lux while Dettol is the most widely used one in the
anti-bacterial category. However, upon investigating the number of times Dettol
was purchased over the past 6 months, it came to our knowledge that most
respondents had bought Dettol only 4-6 times (37%). 22% had bought Dettol 1-3
times in the last 6 months.
Hence, we can conclude that our hypothesis, the frequency of using Dettol is
greater than lifebuoy and Safeguard over a period of 6 months is accepted.

62

LIMITATIONS AND CAVEATS

One of the major problems faced during this survey was to get the approval of the
respective supermarket authorities to let us conduct the survey. We were refused to
enter the premises to interact with the respondents and were only allowed to stand
outside the store and distribute the questionnaires.
Moreover, respondents who were interested in helping us proceed with the survey,
did not want to further continue after question 8 and 9 related to rating the features
of soaps along the scale of 1 to 9 most desired by them. They just answered these
questions for the sake of finishing the survey as soon as possible and often asked
the interviewers to rate the remaining ones accordingly.

63

In addition to this, few respondents were hesitant in disclosing their income and
were only willing to mention the amount allocated by them for their monthly
grocery shopping. Often respondents ticked the income brackets randomly to hide
their income and few did not even answer this question.
In question 11 where respondents were asked to rate which feature by Dettol,
lifebuoy and safeguard meets their demands, most of them had not used all three
brands and rated these soaps according to the perception in their mind. Majority of
the respondents had used safeguard and Dettol but not lifebuoy yet they were
giving rating to lifebuoy. Most of them were indifferent towards certain features
such as color, packaging, design/shape.
Every respondent had a misconception regarding the variants. They felt that we
had asked them about other products that were being sold under Dettols brand
name such as anti-septic liquid, floor washing liquid, sanitizer, liquid hand wash
etc. Regarding the advertisement, none of them seemed to remember the ad and
could only recall one ad in which Nadia Khan was featured. However, that ad was
of floor washing liquid.

64

RECOMMENDATIONS
After conducting this survey, the areas that Reckitt Benckiser needs to focus on
regarding its Dettol category have been highlighted in the following paragraphs.
Dettol should come out with promotional schemes such as giving free samples or
discounted soap samples with its anti-septic liquid or floor wash liquid so that
consumers try the soap bar. Moreover, it needs to put up a lot of pictures and logo
around the display shelf selling Dettol soap bars. Sales person should be appointed
to be stationed at certain superstores and asked to promote the Dettol soap bars
hand washing behavior amongst children so that their parents buy Dettol for
hygiene purposes.

65

Lifebuoy celebrates Global Hand Washing Day on the 15th of October every year
by going to schools and asking students to wash their hands using their soap bars.
Dettol too should start some kind of campaign such as going to kutchi abadi and
asking children to wash their hands before and after every meal, after coming back
from school, after playing thereby becoming more evident in the eyes of their
potential customers.
Dettol needs to focus on it advertisements. Majority of the respondents had
difficulty recalling its advertisements and few recalled ads that were a year or two
old. None of them remembered the ad featuring ShahidAfridi. A lot of respondents
had the perception that Dettol is best when it comes to its ability to kill bacteria. It
should use it as an advantage to air campaigns during primetime when parents can
watch such ads. In addition to this, animation of Dettol warriors featuring Shahid
Afridi was only aired during Ramazan and was not seen after a month. Reckitt
Benckiser should have aired the ad for few more months and that too on cartoon
channels where children are more interested to see new animations. In this way,
these children can be made educated to help their parents choose effective antibacterial soap for them.
Furthermore, Dettol should cut down its price so that all kinds of customers are
motivated to try it. Safeguard is the cheapest one amongst the three anti-bacterial
soaps and abundantly bought by consumers.
66

Additionally, results revealed that Dettol should focus on its fragrance. After our
interaction with the respondents, we found out that they did not like the smell of
Dettol as it reminded them of anti-septic liquid used for bruises. This showed how
majority of the respondents were not aware of different variants of Dettol which
has different fragrance and colors. Also, it was found out that Dettol does not make
enough lather after it has been used for a certain period of time. Therefore,
company should pay attention to the lather forming ability of Dettol. Moreover, the
results also showed that the main reason people are leaving Dettol soap is that it
lacks the moisturizing content. Most of the respondents felt that their skin became
dry after using the soap and hence they shifted to some other brand. We
recommend that the company solve this problem by changing the ingredients of the
soap.
Dettol should also reconsider its strategy for shelf displays at major stores like
Hyperstar. The Brands strategy is to display each variant of Dettol soap at each
shelf, while its competitors like safeguard displayed each variant side by side on
each shelf. Displaying it side by side would give a better picture of the variants
even if some customers are not aware of it before, also it would be easier for the
customer to choose from a range of variants. This may hence lead to greater sales
in the soap category.

67

CONCLUSION
The research objectives have been successfully achieved. The results and its
analysis direct us towards the identification of barriers and motivators to trial and
repurchase of Dettol soap. Homemakers (married females) response to the
questionnaire identify the difference between most generally sought features in a
soap (moisture, ability to kill bacteria, fragrance, and lather) and ...those that are
good in Dettol soap (ability to kill bacteria, fragrance, freshness, availability and
packaging). There is a lack of moisturizing content and lather in Dettol soaps
which act as the factors that hinder repurchase. Research identified that in order to
encourage trial and repurchase RB should focus on revising the product in terms of
its moisturizing ability, lather quantity and fragrance (specific to the Original
variant).

68

Barriers to trial turn out to be lack of awareness about the availaability of different
variants which have new improved fragrance unlike the "hospital-oriented"
antiseptic fragrance of Original variant. Another factor that hinders trial of dettol
soap is the strong campaign by competitor product: Safeguard. Price continues to
be a major barrier to trial and even repurchase as Dettol had the highest price
compared to its competing brands.

Research concluded that the of all the motivators to trial, the major one is the
established and trusted brand name of Dettol. Other motivators were fancy shelf
displays at Superstores, sales promotions like buy 3 get Rs 20 off. Advertisements
also work as the trigger to trial especially television commercials as they turn out
to be most easily remembered.

The motivators to repurchase include the perception that dettol soap has high
ability to kill bacteria, is easily available and has attractive packaging. Fragrance is
also a factor for encouraging repurchase, as the users of different variants are
aware that fragrances vary between each variant from Radiance to Re-energize to
Cool and Daily care, not just Original.

69

From our fieldwork it can be safely concluded that Dettol has an established brand
name and is the market leader in the niche category however in order to attain the
business objective of increasing sales growth of dettol soaps, the product will have
to undergo some changes. These are explained in the recommendations section.

APPENDIX-1
THE PROPOSAL
BUSINESS RESEARCH PROPOSAL
1. Name of the Study: KNOWLEDGE AND PRACTICES STUDY on
PURCHASING BEHAVIOR for DETTOL SOAP
2. Our client for this study is Reckitt Benckiser Pakistan Exclusively.
3. Institute of Business Administration Karachi is sponsoring our research for
the course of Methods in Business Research taught by Mr Sibghatullah
Husaini.
4. Our contact person for the research is MS. INJELA AHMED, BRAND
OWNER DETTOL SOAPS at Reckitt Benckiser.
5. Title of the study is Trial & Repurchase Attitude (towards Dettol soap)
6. Industry Background We are studying the antibacterial category of the soap
industry. The soap segment in Pakistan has two main sectors. Beauty and

70

Anti-bacterial. With a market size of Rs.17.4 b in 2012, share of beauty soap

is around 50%.Rest of the market uses anti-bacterial soaps. LUX is the
leading brand from Unilever, in the beauty soap segment, at 22%. The antibacterial market has emerged very significantly in the last 5 years with
Safeguard from P&G making a serious entry against Lifebuoy. Their
successful positioning has brought it very close to Lifebuoy (Rs.3.5 b) - a 50
year old brand. Lifebuoy has the highest total soap market share even today
i.e. 25%.
Market positions of RB and its competitors
Positioning itself in the anti-bacterial category, Dettol of RB has two
competitors P&G with Safeguard soap and Unilever with Lifebuoy. Dettol
captures 9% of the market share while 22% and 17% market share is
dominated by Safeguard and Lifebuoy respectively. Hence, the total market
share of anti-bacterial market is 48%. Dettol users have a perception that it
effective germ killer with medicinal smell of Dettol which is used for bathing
and cleansing. It has five variants which are original, cool, skincare, lemon
and re-energize soap. Lifebuoy users see the soap as decent quality affordable
germ protection agent against bacteria for everyday use for lower and middle
class. It has six variants total 10, betel leaf, lemon fresh, cool fresh, mild care
and vital protect. Safeguard products are used for both bathing and hand
71

washing. It offers seven variants which are Pure White, Herbal, Lemon,
Menthol, Aloe Vera, and Sandalwood and Vitamin-E.
7. Research Objectives: The marketing objective behind this research is to find
factors that hinder the trial and repurchase of Dettol soaps and the effects of
current marketing strategy on the buying decision.
We were not provided with any brief from the company since we had
contacted them to give us a project. Therefore these objectives fall under the
category of redefined objectives.
8. Approach: It is a combination of exploratory and descriptive research where
we first explore the factors affecting the decision to try and repurchase and
then scale them according to their level of significance. Also in the later stage
of the research we plan to analyze the impact of new marketing strategies on
the buying behavior.
9. Information to be collect: Questionnaire will be given to sample population
and data regarding the usage of Dettol soap by the family members will be
collected. Information would include whether the consumers are aware of the
presence of anti bacterial soaps in the market, how much concerned are they
about hygiene, whether prices affect their purchase behavior, what attributes
are considered before buying the soaps:
Objective 1: Factors that hinder trial:

72

 Whether the consumers are aware of the presence of anti bacterial soaps in
the market Pricing strategy
What is the recall of soap brands?
Objective 2: Factors that hinder repurchase:
How much concerned are they about hygiene
How much willing are people to pay for a good anti-bacterial soap
Any past experiences that made consumers switch to other soap brands
Objective 3: Effects of current marketing strategy on trail and repurchase
Whether prices affect purchase behavior
What attributes are considered before buying the soaps
Advertisements
10.Population under study:
Age: 25+
Gender: Both
Socio-Economic group: A and B
Income Band: To be identified yet.
11.Research Methodology: For the purpose of this research, both qualitative
and quantitative research techniques would be used to gain insight into the
trial and repeat purchase behavior of the respondents.

73

Sample Survey questionnaires with structured questioned will be distributed

to the respondents (50 online through Facebook sampling and 50 through
personal contacts.)
Retail visits will be done to get information through personal interview at
the point of sale; three stores will be visited most probably Hyperstar,
Naheed, and Mottas.
Questionnaire will be finalized in consultation with the sponsor and it will
be finally approved by the sponsor.
Series of focus group discussions conducted with housewives preferably
with family relatives
We will also use personal observation to note the buying pattern.
12.Sample Design: The target population will include mothers who do consider
the attributes of the hand wash soap to ensure safety of their children from
germs.
The sample will include hundred mothers approached by the researchers
door-to-door, at the point of sale and through facebook to fill in the survey
questionnaire. The sampling frame is 200 housewives however expected
useful responses will be at least 100
13.Sampling Composition: The research will be conducted in Karachi by
accessing hundred mothers. The researchers will consider mothers who are
concerned about their childrens health and through what product purchases
do they ensure the hygiene of the little ones.

74

14.Analysis: The analysis will be done using qualitative and quantitative

techniques as mentioned. Scales provided, on the scale of one to ten, to rate
companies according to their soaps along with the most desirable attributes
considered before its purchase would be the vital tool in determining what
influences trail-repeat purchases of mothers. In this way, barriers in the trial
and repeat purchases for Dettol would be outlined.
15.Deliverables:

Task

Deliverables

No.
1
2
3

Questionnaire
FINAL Timeline
Final Report

16.Timeline:
Tasks
Approval of proposal
Acceptance of proposal
Draft questionnaire
Focus group
Approval of

DATES
30 Sep 2013
14 Oct 2013
22 Oct 2013
24 Oct 2013
29 Oct 2013

questionnaire
Field work
Editing and coding
Analysis
First draft of report
Final report and

31 Oct 2013
14 Nov 2013
4 Dec 2013
18 Dec 2013
30 Dec 2013

75

presentation to be
submitted

17.This research is done for academic purposes and therefore is free of any
service charges.
18.Researchers Profile
Students of BBA-V at IBA

Nuzhat Ara Tariq

Myra Abid
Hurmat Shaikh
Farheen Mansur

We have been involved in numerous research projects for various courses.

19.Acceptance is received through verbal communication and a formal
letter will be received by 21st October 2013.

APPENDIX-II
THE QUESTIONNAIRE

SAMPLE SURVEY
Designed and conducted by BBA-V students of IBA Karachi
Thank you for your precious 10 minutes* that you will be spending to share your
insights with us
76

1. What is your present occupation?

o Housewife
o Not Employed
o Student
o Clerical
o Management
o Professional
o Retired
o Other: Please specify __________________
2. What is your current total household income (Salaries + other sources):
o Less than 15,000
o 15,000-25,000
o 26,000-35,000
o 36,000-50,000
o 50,000-75000
o 100000-150000
o 150000+
3. Where do you USUALLY buy your grocery (soaps, shampoos, etc.) from?
o Local store (kiryana)
o Wholesale market
o Imtiaz/Hyperstar/Naheed/Metro/Binadam
o Others: Please specify _________________________________

Name the area of your residence (optional)?

_____________________________________________________________
4. What type of soap(s) do you buy?
o Beauty soap only
o Anti bacterial soap only
o Both
o None
5. Which of the following soap brands is currently being used in your
household? (Select as many as you use/buy)
Capri
Palmolive

Dettol

Dove
Lifebuoy

Safeguard
77

Lux

If you have not selected DETTOL in Q. 5 then answer, otherwise proceed to

next page:
6. Have you EVER (even once in your life) bought Dettol soap?
o Yes
o No
NOTE: If the answer to Question 6 is YES, turn to next page.
If the answer is No, please return the questionnaire.
7. In the last 6 months, how many times did you buy Dettol soap?
Approximately:
o
o
o
o
o

Always (10 times)

Frequently (7-9 times)
Sometimes (4-6 times)
Seldom (1-3 times)
Never

8. Rank between 1 to 9, each of the following features of soap in terms of their

importance in YOUR buying decision (1st = most important feature in a
soap and 9th = least important feature in a soup):

78

Features

Rate according to
importance

Fragrance
Lather (jhaag)
Color
Design/Shape
Packaging
Availability
Ability to kill
bacteria
Freshness
Moisturizing

9. Please rank four features that you like in Dettol in terms of the level of
preference:
(If no feature is liked, jump to Q. 10)
Features of

RANK FOUR

DETTOL SOAP

ACCORDING TO
IMPORTANCE

Fragrance
Lather (jhaag)
Color
Design/Shape
Packaging
Availability
Ability to kill bacteria
Freshness
Moisturizing content

79

10.How satisfied are/were you with Dettol?

o Highly satisfied
o Satisfied
o Somewhat satisfied
o Dissatisfied
o Highly dissatisfied
11.Rate comparatively, the following brands in terms of their features?
(Rate each as 1st, 2nd or 3rd)
If you have not used any or either of the soap brands, please mention it:

Lifebuoy Soap

Dettol Soap

Safeguard Soap

Fragrance
Lather (jhaag)
Color
Design/Shape
Packaging
Availability
Ability to kill
bacteria
Freshness
Moisturizing
content
12.Have you seen any soap advertisement in last three months?
o Yes
o No

80

13.Did you witness any Dettol Soap ad of any variant?

o Yes
o No
If Yes, could you please briefly describe the advertisement:

[If YES to Q 13 then answer Q14, otherwise jump to Q15]

14.Where did you see the Dettol advertisement(s)?
(tick as many as applicable)
o Print (magazines+ newspapers)
o Television
o Shelf displays and retail store promotional campaigns
o Billboards and hoardings
o Internet
o Cant recall
o Other: ___________________________________________________
15.Which feature(s) of Dettol soap do you feel needs improvement?
o Fragrance
o Lather
o Color
o Design/Shape
o Packaging
o Availability
o Hygiene
o Freshness
o Moisturizing content
16.What variants of Dettol do you know of?
________________________________________________________________
________________________________________________________________
81

________________________________________________________________
______________________________________________________

THANKS A TON!

APPENDIX-III
TABLES/GRAPHS/EXHIBITS
82

Q 1: WHAT IS YOUR PRESENT OCCUPATION?

Occupation
Frequenc
y
Valid Housewife
Student
Profession
al
Other
Total

Percent
66
66.0
4
4.0
18
18.0
12
100

Valid

Cumulative

Percent
66.0
4.0
18.0

Percent
66.0
70.0
88.0

12.0
100.0

100.0

12.0
100.0

83

84

Q: 2

WHAT IS

YOUR

CURRENT

HOUSEHOLD INCOME?
Income
Frequenc
y
Valid .00
Less than

Percent
2
2.0
6
6.0

Valid

Cumulative

Percent
2.0
6.0

Percent
2.0
8.0

15,000
15,000-25,000
26000-35000
36000-50000
50000-75000
100000-

5
2
14
21
29

5.0
2.0
14.0
21.0
29.0

5.0
2.0
14.0
21.0
29.0

13.0
15.0
29.0
50.0
79.0

150000
150000 and

21

21.0

21.0

100.0

100

100.0

100.0

over
Total

85

Q 3: WHERE DO YOU USUALLY BUY YOUR GROCERY (SOAPS,

SHAMPOOS, ETC.?) FROM?

PointofGroceryShopping
Frequen
Valid
cy
Valid Kiryana
Wholesale Market
Hyperstar/naheed/i
mtiaz
Other
Total

Percent
18
18.0
2
2.0
75
75.0

5
100

5.0
100.0

86

Cumulative

Percent
18.0
2.0
75.0

Percent
18.0
20.0
95.0

5.0
100.0

100.0

Q4: WHAT TYPE OF SOAP(S) DO YOU BUY?

KindofSoap
Frequenc
y
Valid Beauty
Soap
Antibacterial
Both
Total

Percent
21
21.0

Valid

Cumulative

Percent
21.0

Percent
21.0

9.0

9.0

30.0

70
100

70.0
100.0

70.0
100.0

100.0

87

88

Q5 WHICH OF THE FOLLOWING SOAP BRANDS IS CURRENTLY

BEING USED IN YOUR HOUSEHOLD?

palmoliv

safeguar

capri

dettol

dove

lux

lifebuoy

12

59

38

70

24

30

soap currently
being used

Soap currently being used

safeguard; 12% capri; 5%

lifebuoy; 10%

dettol; 24%

palmolive; 3%
lux; 29% dove; 16%

Q6 THESE WERE ALL YESSES

89

Q7 IN THE LAST 6 MONTHS, HOW MANY TIMES DID YOU BUY

DETTOL SOAP?

Usage
Frequen
cy
Valid Always( 10times)
Frequently(7-

Valid

Percent
14
14.0
19
19.0

Cumulative

Percent
14.0
19.0

Percent
14.0
33.0

9times)
Sometimes(4-

37

37.0

37.0

70.0

6times)
Seldom(1-

22

22.0

22.0

92.0

8
100

8.0
100.0

8.0
100.0

100.0

3times)
Never
Total

90

Q8 RANK BETWEEN 1 TO 9, EACH OF THE FOLLOWING FEATURES

OF SOAP IN TERMS OF THEIR IMPORTANCE IN YOUR BUYING
DECISION (1ST = MOST IMPORTANT FEATURE IN A SOAP AND 9TH =
LEAST IMPORTANT FEATURE IN A SOUP):

91

Valid

.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Total
Missin Syste
g
m
Total

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
Valid 1.00
8.00
2.00
9.00
3.00
Total
4.00
Missin 5.00
Syste
g
m
6.00
Total 7.00
8.00
9.00
Total
Missin Syste
g
m
Total

FRAGRANCE
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
1
1.0
1.9
1.9
13
13.0
25.0
26.9
9
9.0
17.3
44.2
6
6.0
11.5
55.8
11
11.0
21.2
76.9
4
4.0
7.7
84.6
4
4.0
7.7
92.3
2
2.0
3.8
96.2
2
2.0
3.8
100.0
100 100.0
100.0
0
0
100

100.0

LATHER
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
2
2.0
3.9
3.9
7
7.0
13.7
17.6
8
8.0
15.7
33.3
8COLOUR
8.0
15.7
49.0
8.0
15.7 Cumulative
64.7
Frequenc8
Valid
4.0 Percent7.8 Percent
72.5
y 4 Percent
41
4.0
7.8
80.4
1.0
2.0
2.0
5.0
9.8
90.2
15
1.0
2.0
3.9
5.0
9.8
100.0
35
3.0
5.9
9.8
1008 100.0
100.0
8.0
15.7
25.5
130
13.00
25.5
51.0
6
6.0
11.8
62.7
1008 100.0
8.0
15.7
78.4
6
6.0
11.8
90.2
5
5.0
9.8
100.0
100 100.0
100.0
0
0
92
100

100.0

DESIGN

Valid

3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Frequen
cy
Percent
8
8.0
4
4.0
9
9.0
9
9.0
9
9.0
6
6.0
6
6.0
100 100.0
0
0

Valid
Cumulative
Percent
Percent
15.7
15.7
7.8
23.5
17.6
41.2
17.6
58.8
17.6
76.5
11.8
88.2
11.8
100.0
100.0

100 100.0
PACKAGING
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
1
1.0
2.0
2.0
1
1.0
2.0
3.9
5
5.0
9.8
13.7
9
9.0
17.6
31.4
5
5.0
9.8
41.2
9
9.0
17.6
58.8
9
9.0
17.6
76.5
6
6.0
11.8
88.2
6
6.0
11.8
100.0
100 100.0
100.0
0
0
100

100.0

93

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

AVAILABILITY
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
6
6.0
11.8
11.8
9
9.0
17.6
29.4
6
6.0
11.8
41.2
4
4.0
7.8
49.0
2
2.0
3.9
52.9
4
4.0
7.8
60.8
7
7.0
13.7
74.5
7
7.0
13.7
88.2
6
6.0
11.8
100.0
100 100.0
100.0
0
0
100

100.0

BACTERIA
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
13
13.0
25.5
25.5
7
7.0
13.7
39.2
10
10.0
19.6
58.8
5
5.0
9.8
68.6
3
3.0
5.9
74.5
4
4.0
7.8
82.4
1
1.0
2.0
84.3
4
4.0
7.8
92.2
4
4.0
7.8
100.0
100
100
100.0
0
0
100 100.0

94

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

Valid

1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Total
Missin Syste
g
m
Total

FRESHNESS
Frequen
Valid
Cumulative
cy
Percent Percent
Percent
6
6.0
11.8
11.8
9
9.0
17.6
29.4
11
11.0
21.6
51.0
8
8.0
15.7
66.7
3
3.0
5.9
72.5
7
7.0
13.7
86.3
1
1.0
2.0
88.2
4
4.0
7.8
96.1
2
2.0
3.9
100.0
100
100
100.0
0
0
100

100.0

MOISTURIZING
Frequenc
Valid
Cumulative
y
Percent Percent
Percent
9
9.0
17.6
17.6
12
12.0
23.5
41.2
7
7.0
13.7
54.9
7
7.0
13.7
68.6
6
6.0
11.8
80.4
1
1.0
2.0
82.4
4
4.0
7.8
90.2
1
1.0
2.0
92.2
4
4.0
7.8
100.0
100 100.0
100.0
0
0
100

100.0

95

100%
90%
80%
70%
60%
50%
moisturiz

freshn

bacteria

availabil

packa

design

color

lather

frag

40%
30%
20%
10%
0%
1

96

Q9 PLEASE RANK FOUR FEATURES THAT YOU LIKE IN DETTOL IN

TERMS OF THE LEVEL OF PREFERENCE:
FRAGRANCE
Frequenc
Valid
y

Percent
Valid
.00
15LATHER
15.0
1.00
5.0
Frequenc5 Percent
2.00
14
14.0
3.00
9.0
y 9
7.0
Valid 4.00
.00
337
33.0
Total
1007
100.0
2.00
7.0
Missin System
0
3.00
2
2.00
4.00
8
8.0
g
Total
100
100.0
Total
100
100.0
Missin System
0
0
g
Total

100

.00
2.00
3.00
4.00
Total
Missin System

34
4
5
7
100
0

Percent
34.0
4.0
5.0
7.0
100.0
0

g
Total

100

100.0

Valid

Percent
Percent
30.0
30.0
40.0
Valid10.0 Cumulative
28.0
68.0
18.0
86.0
Percent
Percent
14.0
100.0
66.0
66.0
100.0
14.0
80.0
4.0
84.0
16.0
100.0
100.0

100.0

COLOUR
Frequenc
y

Cumulative

Valid
Percent
68.0
8.0
10.0
14.0
100.0

97

Cumulative
Percent
68.0
76.0
86.0
100.0

DESIGN
Frequenc

Valid

Cumulative

Percent
Percent
Percent
Valid
.00
34
34.0
68.0
68.0
2.00
3
3.0
6.0
74.0
3.00
6
6.0
12.0
86.0
4.00
7
7.0
14.0
100.0
Total
100
100.0
100.0
Missin System
0
0
PACKAGING
Frequenc Percent
Valid
Cumulative
g
Total
100
100.0
y
Percent
Percent
Valid
.00
28
28.0
56.0
56.0
2.00
2
2.0
4.0
60.0
3.00
10
10.0
20.0
80.0
4.00
10
10.0
20.0
100.0
Total
100
100.0
100.0
Missin System
0
0
g
Total

100

100.0

98

BACTERIA
AVAILABILITY
Frequenc
Valid
Cumulative
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
Percent
y
Percent
Percent4.0
Valid
.00
2
2.0
4.0
Valid 1.00
.00
24
24.0
48.0
48.0
36
36.0
72.0
76.0
1.00
4
4.0
8.0
56.0
2.00
8
8.0
16.0
92.0
2.00
1
1.0
2.0
58.0
3.00
1
1.0
2.0
94.0
3.00
13
13.0
26.0
84.0
4.00
3
3.0
6.0
100.0
4.00
8.0
16.0
100.0
Total
1008
100.0
100.0
Total
1000
100.00
100.0
Missin System
Missin System
0
0
g
g
Total
100
100.0
Total
100
100.0

FRESHNESS
Frequenc
Valid
y
.00
1.00
2.00
3.00
4.00
Total
Missin System

11
5
8
12
3
100
0

Percent
11.0
5.0
8.0
12.0
3.0
100.0
0

g
Total

100

100.0

Valid

Percent
28.2
12.8
20.5
30.8
7.7
100.0

99

Cumulative
Percent
28.2
41.0
61.5
92.3
100.0

MOISTURIZING
Frequenc Percent
Valid
y
Valid

.00
1.00
2.00
3.00
4.00
Total
Missin System

7
1
6
9
6
100
0

7.0
1.0
6.0
9.0
6.0
100
0

g
Total

100

100.0

Percent
24.1
3.4
20.7
31.0
20.7
100.0

100

Cumulative
Percent
24.1
27.6
48.3
79.3
100.0

100%
90%
80%
70%

moisturizing
freshness

60%

bacteria
availability

50%

packaging
design

40%

colour
lather

30%

frag
20%
10%
0%
1

irrelevant

QUES 10 HOW SATISFIED ARE/WERE YOU WITH DETTOL?

HIGH

SOME

LY

WHAT

SATIS

SATIS

HIGHLY

SATISF DISSATI DISSATI

FIED FIED IED

SFIED
SFIED
13
56
29
2
0

101

60
50

HIGHLY SATISFIED
SATISFIED

40

SOMEWHAT
SATISFIED

30

DISSATISFIED

20

HIGHLY
DISSATISFIED

10
0
1

QUES 11 RATE COMPARATIVELY, THE FOLLOWING BRANDS IN

TERMS OF THEIR FEATURES?
QUES
11
LIFEB

DETT SAFEGU

UOY

OL
12

ARD
48

40

BRAND COMPARISON
LIFEBUOY

DETTOL

SAFEGUARD

12%
40%
48%

102

QUES 12 HAVE YOU SEEN ANY SOAP ADVERTISEMENT IN LAST

THREE MONTHS?
YES

NO

SEEN
THE AD

83

17

SEEN THE AD
100
80
SEEN THE AD

60
40
20
0
YES

NO

QUES 13 DID YOU WITNESS ANY DETTOL SOAP ADVERTISEMENT OF

ANY VARIANT (DIFFERENTS COLOURS OF DETTOL)?
YES
SEEN
DETTOL
AD

56

NO

41

103

SEEN DETTOL AD
60

50

40
SEEN DETTOL AD
30

20

10

YES

NO

QUES 14 Where did you see the Dettol advertisement(s

WHERE
SAW
THE AD

PRI
NT

TELEVI
SION

DISPLAY
S&
RETAIL
STORE
PROMOT
IONS

12

54

104

BILLBO
ARDS

INTER
NET

CAN'
T
REC
ALL

26

WHERE SAW THE AD

CAN'T RECALL; 2%

PRINT; 12%

BILLBOARDS; 26%

DISPLAYS & RETAIL STORE PROMOTIONS; 6%

TELEVISION; 54%

105

QUES 15 WHICH FEATURE(S) OF DETTOL SOAP DO YOU FEEL

NEEDS IMPROVEMENT?

FRA
GRA
NCE
Feature that
needs
improveme
nt

37

C
O
LA L
TH O
ER R

28

DESI PAC AVAI

GN/S KAG LABI
HAPE ING LITY

106

12

HY FRE MOISTUR
GIE SHN IZING
NE ESS CONTENT

11

46

Feature that needs improvement

50
45
40
35
30
25
Feature that needs
improvement

20
15
10
5
0

107

REFERENCES
http://www.bbc.co.uk/news/world-us-canada-25405037
http://www.scientificamerican.com/article.cfm?id=strange-but-true-antibacterialproducts-may-do-more-harm-than-good
http://www.faqs.org/childhood/Gr-Im/Hygiene.html
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3224419/
Consumer Antibacterial Soaps: Effective or Just Risky? By Allison E. Aiello, 1
Elaine L. Larson, 2 and Stuart B. Levy
Studies on bactericidal activity of different soaps against bacterial strains by
T. *Selvamohan, V. Sandhya
Antibacterial Household Products: Cause for Concern by Stuart B. Levy Tufts
University School of Medicine, Boston, Massachusetts, USA
Antibacterial activity of soaps against daily encountered bacteria By Saba
Riaz*, Adeel Ahmad and ShahidaHasnain

108

109