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INDEX
The project is being carried out in Bangalore city with a clear objective of understanding the
consumer behaviour towards Mysore sandal soap and its related brands.
The primary data is collected through survey technique and field work by interviewing the
consumers and general public. The secondary data is collected through company websites
The questionnaires consisting of both open ended and close ended questions have
been designed to obtain the required information from the respondents keeping in
mind the objectives of the study.
Analysis was made out of the opinions produced there in based upon this analysis
conclusion and recommendations were aimed at.
INDUSTRY PROFILE
Soap is one of the commodities which have become an indispensable part of the life
of modern world. Since it is non durable consumer goods, there is a large market for it. The
whole soap industry is experiencing changes due to innumerable reasons such as
government relations environment and energy problems increase in cost of raw material etc.
The changing technology and ever existing desire by the individual and the
organization to produce a better product at a more economical rate has also acted
as catalyst for the dynamic process of change.
More and more soap manufactures are trying to capture a commanding market
share by introducing new products. The soap industry in India faces a cut throat
competition with multinational companies dominate the market. They are also facing
severe threat from dynamic and enterprising new entrance especially during 1991-92.
If we look back into the history of soaps & detergents, mankind knew about
soaps nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the
soap, when roasted meat over flowed on the glow in ashes. This lump like product was
soap & had foaming & cleansing character. In 1192 A.D. the first commercial batch of
soaps was made & marketed by M/s Bristol soap market in London, from there in
1662A.D. the first patent for making soap was taken in London. The world consumption
of soap in 1884A.D. was said to be 2lakh tonnes p.a.
Bengal chemicals
PRESENT STATUS:
Market scenario:
India is the ideal market for cleaning products. Hindustan liver, which towers over
the cleaning business, sells in all over the cleaning business but the tiniest of Indian
settlements. The 7.4lakhs tons per annum soap market in India in crawling along at 4%
The hope lies in raising Rupee worth, the potential for which is high because the Indian
soap market is pseudo in nature & it is amazingly complex being segmented not only on
the basis of price benefits, but even a range of emotions within that outlining framework.
RENAMING OF COMPANY:
OWNERSHIP PATTERN:
Wholly owned by Government of Karnataka
PRESENT STATUS:
1. The company has entered into shampoo, dish wash, detergent bar & room refresher.
2. The company is striving to develop new perfumes for soaps detergents,
agarbathies & shampoo.
3. The company wants to improve the existing products in terms of quality.
ACHIEVEMENTS / AWARD:
1. Government of Karnataka
Dept of Industries and commerce
State Export Promotion Advisory Board. EXPORT AWARD 1974-75
2. Detergent Plant
M/s Chemical Bombay have given 1st price for the year 1980-81
3. Geographical Indication GI-2005
4. ISO 9001-2000 in the year 1999
5. ISO 14001-2004 in the year 2000
Secure all assistance & prime status from Government India all Tech alliances.
Further, ensure Karnatakas pre-eminent status as a proponent &
provider of Tech services to the world, nation, & private sectors.
MISSION:
To serve the National economy.
To attain self-reliance.
To build upon the reputation of Mysore sandal soap based on pure sandal oil.
OBJECTIVES OF KSDL:
To serve the National economy.
To attain self-reliance.
To build upon the reputation of Mysore sandal soap based on pure sandal oil.
ORGANISATION STRUCTURE
I. BASIS OF DEPARTMENTATION
KS&DL is a manufacturing concern of moderately large size. We can see
here functions wise departmentation. It facilitates effective utilization of manpower
and resources and it is a simple, economical and reasonable organization pattern.
Obj100
2. PRODUCTION DEPARTMENT:
KSDL has 3 main production plants:
i. Fatty Acid Plant
ii. Soap Plant
iii. Detergent Plant
Fatty Acid Plant:
The basic raw materials, Oil & fats undergo the splitting & refining process
including hydrogenation at the fatty acid plant. It is also obtained & used for soap
making. The plant has a capacity to process 10,000mt of oils 1 fat.
Soap Plant:
The soap plant is one of the largest production plants in the country with an
installed capacity of 26,000 tons per annum.
KSDLs soap plant has its uniqueness that it has the capacity to process as many as
ten different varieties of soap simultaneously. The sophisticated plant from Italy has a wholly
integrated straight line facility that links up process sequence for higher productivity.
It is a stream line flow through right from raw material preparation to wrapping stage
the line collation with the built in facility for continuous fat bleaching & saponification. The
finishing touches are given by high tech universal wrapping machine. This high speed auto
wrapper has the capability to handle soaps of virtually all size & shape.
Detergent Plant:
It has installed capacity of 10,000 tons per annum. To produce spray dried,
powder & a syntax plant for detergent cakes & bars. It produces industrial detergent
which is used in the formulation of wet table pesticide powders for crop protection.
3. MARKETING DEPARTMENT:
The company main products are soaps & detergents which are sold in different parts
of India. There are depots at various places of the country which are controlled by seven
branches. The role of each branch is to ensure that sales activities coming under their control.
ORG: Operational Research Group report main source of marketing research private agency
which study the competitors consumer demand, market etc that generates the report.
Branch Depots
Channel of Distribution:
KSDL manufactures their products i.e. soaps & detergents. after this sent to
various distribution points through agents. The stockiest sells to various retailers
hence it reaches to the consumers.
Manufacture (KSDL)
Agents
Stockiest (Wholesalers)
Retailer
Consumers
Exports:
KSDL export their products to different parts of world they are:
Australia Italy Sri lanka
Berlin Kenya USA
Canada Malaysia Japan
Czechoslovakia Saudi Arabia UK
France Singapore Taiwan
Germany Africa Holland
FINANCE:
It is the life blood of every organization. It is concerned with managerial decision
making. This department is concerned with proper utilization of cash. It identifies the
source of finance where to borrow i.e. ICICI, IRBI, IDBI, Corporation bank etc.
It has abundant of function which can be enumerated as follows:
Effective funds management which is inverted in beneficial projects.
Profit Maximization.
Wealth Maximization.
AUDIT DEPARTMENT:
KSDL audit wing is headed by internal auditor. Auditing is vital for the
company as it facilitates verifying of all the books of a/c by trial balance, it also
comply with requirements for central excise & income tax purposes.
After the Auditors monitor everything they give report which is helpful to the
company.
COSTING:
When a company does costing it ensures proper fixation of selling price of
the product, cost control it also help in taking decision.
KSDL use process costing as the production mechanism is systematic it
involves addition of a lot of ingredient in the manufacturing.
5. MATERIAL DEPARTMENT:
Materials are obtained at right time, right quality at right place from right
source &at right cost which leads smooth flow of production.
It has been divided into 5 sections:
Chemical section
Objectives:
Maintaining continuity of flow of materials
Coordination
Growth of the organization
developing products that keep place with customers changing needs & perceptive.
When doing Research they have a target which they get benefits & it
enables the company to forecast the future.
Aim:
1. Product process development.
2. Product process improvement.
3. Cost reduction
4. Alternative raw materials
5. Slow moving & non moving inventory reduction
6. Technical advice to the management.
Quality plays a very important role in KSDL majority of the products are
consumer goods. So it must satisfy the consumer expectation.
i. KSDL as 2QC division
ii. Raw material QC division
iii. Production QC division
Objective:
1. To maintain customer satisfaction at optimum level.
2. To retain perfumery content throughout it uses.
3. To maintain standard weight, size &finishing.
4. To improve the existing production
5. To adopt new methods of product development
6. To provide technical support for marketing department
7. To make improvement in the process of production
8. To administer & maintain technical library
7. STORES DEPARTMENT:
KS&DL has well- managed stores department for each of the three divisions
viz, soaps, detergent & fatty acid division in the factory, there are separate
miscellaneous stores department for raw material, finished goods and tools.
Objectives;
Assuring the availability of raw material at right quantity.
Chemical stores.
8. WELFARE DEPARTMENT:
KSDL welfare department can be classified into 3 sections
namely, a) Statutory
b) voluntary
c) Non statutory
a) Statutory :
KSDL welfare association is based on employees contributions, interest carved.
Canteen facility
First aid
Provident Fund
b) Voluntary benefit :
workers education class conducted by the central board
Inspection of fittings
Dust nuisance
c) Mutual :
Employees get 2 pair of uniform & a pair of shoes for every year.
9. MAINTENANCE DEPARTMENT:
Effective maintenance is the goal of the company. The areas of maintenance are:
Mechanical Maintenance
Electrical Maintenance
Civil Maintenance
Cost Reduction
DETERGENTS:
KS&DL also manufactures high quality detergents applying the latest spray drying
technology with well balanced formulation of active matters & other builders; they provide
AGARBATHIS:
1. Mysore Sandal premium 8. Mysore sandal
2. Mysore Rose 9. Nagachampa
3. Suprabath 10.Mysore Jasmine
4. Parijata 11.Bodhisattva
5. Venkateshwar 12.Durga
6. Ayyappa 13.Alif Laila
7. Chandhana
SANDALWOOD OIL:
In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing.
POWDERS:
1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm,
60gm, 300gm and 1kg.
2. Mysore Sandal Baby Powder: Tender loving care for baby& Mummy. Net
wt 100-400gms.
INTRODUCTION TO TOPIC
Marketing deals with identifying the meeting human and social needs. It
as a comprehensive term and it includes all resources and a set of activities
necessary to direct and facilitate the flow of goods and services from producer to
consumer in the process of distribution.
The American marketing association offers the following definition; marketing
is the process of planning and executing the conception pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational goods.
Importance of marketing:
Marketing is recognized as the most significant activity in our society,
marketing is all around us. Our delivery existence, our entire economic life our life
style are continuously affected by a wide range of marketing activities.
Marketing is a connecting link between the consumer and the producer marketing
process brings new & new items to retail shops from where the consumer can have them.
Marketing has achieved social importance because it is entrusted with the
task of creation & delivery of standard of living of society.
Marketing include all activities in the creation of utilities from places time and
possession.
Consumer Behaviour:
Consumer behaviour is defined as all psychological social and physical behaviour
of potential customers as they become aware of evaluate, purchase, consumer and tell
other about products and services each element of this definition is important.
The marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through the
distribution channel convenient to him with the right type of promotion to do this a
study of buyer behavior is necessary.
the consumer may commit his resources on a particular brand of tubes for reasons of economy.
His decision encompasses various repurchased actual purchase and post purchase.
1. Cultural Factors;
Cultural factors have the deepest influence on consumer behavior.
Cultural:
Is the most fundamental determinant of all peoples wants and behavior the
growing child acquires all sets of value, perception. Preferences and behavior
through his or her family and other key institution. It includes value of achievement,
success, activity efficiency freedom and progress material comfort.
Sub culture:
Each culture consists of smaller sub culture that provides more specific
identification and specialization for their members. Sub culture includes nationality,
religion, races, geographical area and social group.
Social Class:
Social class is relatively homogeneous and society is divided hierarchically. All
human societies exhibit social satisfaction, stratification sometimes takes from of a
caste system where the members of difference castes are record for creation roles
and cannot change their caste membership.
2. Social Factor;
Reference group:
A persons reference group that which have a direct or indirect influence on the
persons attitude or behavior there are different types of group they are:-
Membership group are those group which have direct influence on the group.
Aspiration group are those group where people like to become a member of that
group.
Dissociate group are those group where people do not like to become the
member of that group.
Family is the most important consumer buying organization in the society and
it has been researched extensively. Family constitutes a primary reference group.
Roles:
A person participates in many groups family, clubs and organization and this
participation in each group can be defined in terms of roles.
Status:
It is the esteem or respects given by the society to the society to the role of
individual marketers are aware of the status symbol potential of product and brand.
3. Personal Factors:
(1) Age:
People by different goods and services over a life time. Infant consumes baby
foods, young adults may have variety food and old age people consume special diet
food in the later years.
Self Concept:
It can be defined as complex mental pictures of us. Self concept consists of
mainly three divisions namely.
Actual self concept What you think of yourself
Ideal self Concept What you want others to think about yourself
Other self concept What others actually think about you?
Motivation:
It can be said to be the inner drive that is sufficiently pressing and direct the person
to seek the satisfaction of the need satisfaction of the need reduces the felt tension.
Perception:
It is a process by which an individual selects organizes and interprets
information inputs to create a meaningful picture of the world.
Perception depends not only on the physical stimuli but also on the stimulis
relation to the surrounding field and on condition within the individual.
Belief:
A belief is a thought that a person holds about something. People act based
on their belief these beliefs help in building up product and brand image.
Attitude:
An attitude can be said as persons enduring favorable or unfavorable cognitive
evaluation, emotional feeling & action tendencies towards some object or idea.
Information Search
Evaluation of Alternatives
Purchase Decision
Need Recognition:
In this stage first the buyer would recognize the need for a product, which will
satisfy particular desire than they would think about his position. He sets the product
and his position without that product usually by external or internal stimulus.
Information search:
Once the consumer recognize the need he may or may not search for more
information if the need is so intense, the consumer would get should of the particular
products which world satisfy the need where as is not so intense, then he simple
store the need in his money.
Evaluation of alternatives:
In this stage buyer has information about different brand of some production
in this process of evaluation.
First:
The consumers see a bundle of attributes in a product then he would pay
maximum to these attributes that are connected with his needs.
Second:
He would assign weight or importance to each one of the attributes.
Third:
The consumer develops a set of brand belief where each brands stands on
each attributes. This may either buy comparing with actual product attributes.
Purchase decision:
Based on evaluation stage the consumer will rank the product of his preference he
will then from purchase intention usually he will buy the most preferred product among
the several alternatives. Purchase decision is also influenced after considering risks cost
involved, that amount of uncertainly about the product attributes etc.
Post purchase decisions: - After purchasing the product the consumer may
either he satisfied with the product or dissatisfied. This depends on the relation and
the products perceived consumers. If the product matches with the consumers he is
highly satisfied the consumers expectation is mostly based on the information he
received from the producers and so any exaggeration by the later will mean the
consumer will be dissatisfied about the product after the purchase of course.
RESEARCH DESIGN
In the light of liberalization, competition has increased for all consumer products. To
with stand competition it is important to understand the behavior of the consumer and satisfy
the target customers needs and wants. In this background the study explores the
buying behavior, attitudes, and purchase decision and satisfaction level of
consumers towards Mysore Sandal Soaps.
Internet
Research approach:
This includes the approaches or the ways undertaken to collect the primary
data. Here the approach was made through survey research, this helped to learn
about customers knowledge, beliefs, preferences in buying decision.
Research Instrument:
The following is the instrument with the help of which the data is
collected: In this regard, the data was collected through Questionnaire.
Hypothesis
regarding the parameters of the population using samples drawn from the population.
A statistical hypothesis is an assertion regarding the statistical distribution of
the population. It is a statement regarding the parameters of the population.
Alternative hypothesis
The hypothesis, which is accepted when the null hypothesis is rejected, is
called as the alternative hypothesis. It is denoted by H1
(H1) : More than 70% people feel that quality of Mysore sandal is good.
Statistical tool:
The statistical tool used for measuring & analyzing data is survey analysis.
And it is analyzed by using pie chart, bar chart and hypothesis test.
Sampling plan:
Sampling Unit:
Sample Size:
Interpretation:
The above table shows that 47% of the consumers are Male and 53% of the
consumers Female. it is clear that the female consumers are more than the male
consumers. Hence female buyers are more.
4. Marital Status : Married: Unmarried:
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The above table shows that 34% of the consumers are married and 66% of
the consumers are unmarried. So it is clear that the Unmarried consumers are more
than the married consumers.
c) Business d) Others
Occupation
Cumulative
Frequency Percent Valid Percent Percent
6. Age group
a) Below 20 years b) 20-30 years
e) Above 50 years
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The Above Table Shows That 9% Of The consumers Are From Age Group Of Below
20 Years, 44% Are From Age Group Of 20-30 Years, 18% From Age Group Of 30-40 years,
14% From Age Group Of 40-50 years and 16% From Age Group Of above 50 years and it
can be inferred that majority of the consumers belong to the age group of 20-30 years.
5. Monthly Income :
Interpretation:
The above table shows that 36% of the consumers are belonging to the
income group Less than 10,000/- per month,19% of the people are 10,00015,000,
29% of the consumers are belonging to the income group 15,000-20,000 and 16% of
the consumers are 25,000/- and above income group. it is clear that a larger number
of consumers belonged to the income group less than10000 and 15000 to 20000.
a) 1 2 b) 3 4
c) 5 6 d) 7 & above
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The 21% of the consumers are 1-2 members in family, 51% of the consumers
are belonging to 3-4 members in family, 20% of the consumers are 5-6 members in
family and finally 9% of the consumers are 7 and above members in family. the table
is showing that majority of the consumers have 1-2 and 3-4 members in family.
c) Once in 2 months
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The table shows that 46% of consumers buy bath soap once in 15 days, 36% of
consumers buy once in a month and 18% of consumers buy once in a 2 months. from The
Analysis of table it is clear that Most consumers Buy once in 15 days & once in a Month.
a) Chemical b) Herbal/Ayurvedic
Interpretation:
30% of the consumers are used chemical kind of soap and 54% of the
consumers are used Herbal/Ayurvedic kind of soap and 16% of the consumers are
used other kind of soap like Lux, Dove etc. From The Analysis of table it is clear that
Most consumers are using the chemical and Herbal/Ayurvedic kind of soap.
a) Yes b) No
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The above table shows that 84% of the consumers are using Mysore Sandal Soap
and 16% of the consumers are not using Mysore Sandal Soap. From the table it is clear that
the 84% consumers are more using. Hence Mysore Sandal Soap buyers are more.
a) Yes b) No
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
The above table shows that 81% of the consumers have previously used Mysore
Sandal Soap and only 19% of the consumers did not used Mysore Sandal Soap.
11. How many people in your family are using Mysore Sandal Soap?
a) 1 2 b) 3 4
c) 5 6 d) More than 6
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
In case of 38% consumers up to 1-2 members in their family use Mysore sandal soap, 42%
consumers up to 3-4 members in the family use Mysore sandal soap, In case of 13% consumers
like 5-6 members & 7% consumers more than 6 members use Mysore sandal soap. In majority
of case up to1-2 members and 3-4 members are using Mysore sandal soap.
e) Brand Image
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
41% of the consumers buy for Quality of the product, 37% Goodness of sandal
oil, 9% of the consumers buy for Fragrance and 8% and 5% of the consumers buy
for Brand & Packaging of the product. Here majority of consumers are using Mysore
Sandal soap because goodness of sandal oil and quality of the product.
13. What is your opinion regarding the price of Mysore Sandal Soap?
a) Low b) Reasonable
c) High d) Very High
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
7% of consumers feel that price of Mysore sandal soap is low. 49% of
consumers feel it is reasonable. While 36% of the consumers feel that the price is
high and 10% feel it is very high. It can be inferred that the price of Mysore sandal
soap is felt reasonable by a majority consumers.
a) Excellent b) Good
c) Satisfactory d) Poor
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 94 37.2 37.2 37.2
Interpretation:
37% of consumers say that the quality of Mysore sandal soap is excellent,
and 40% of consumers feel the quality good, 21% of consumers feel the quality is
satisfactory and 1% consumer say that the quality is poor. From the analysis of table
it is clear that the majority of consumers are excellent and good with quality.
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
From the above table it is clear that 63% of the consumers are influenced by
Family/Friends, 1% consumers influenced by shop keeper, 29% of the consumers
are influenced by Advertising/Publicity and 7% of the consumers are influenced by
others. The majority of the consumers are influenced by Friends/Family and
Advertising/Publicity also as a leading role in influencing consumers.
Cumulative
Frequency Percent Valid Percent Percent
Interpretation:
45% of the consumers are buy the product in retailer shop, 17% of consumers
are buy the product in super market and 31% of consumers and buy the product in
factory outlet. And 8% of consumers are buying the product from others. Like big
bazaar etc. The majority consumers buy the product in Retailer shop and there are
also consumers preferring to buy from Factory outlet.
TESTING OF HYPOTHESES
a) Excellent b) Good
c) Satisfactory d) Poor
(H1) : More than 70% people feel that quality of Mysore sandal is good.
(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.
P1-Pn-1
=
0.71-0.7253-1
= 0.028
Testing At 5% level of significance
P+Z=0.05 * p
Critical Value =
= 0.7+ (1.96)*0.028
= 0.754
Graph:
Interpretation:
Since Test Statistics p=0.774 is greater than critical value 0.754, & test
statistics falls in rejection region, hence we do not accept H0
Therefore we accept H1 i.e. more than 70% people feel that quality of Mysore
Sandal Soap is good.
FINDINGS
It can be concluded that the various influencing factors responsible for the purchase of the
Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concluded that the
consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodness of sandal
oil, brand name and also the companys image. Most of the consumers are satisfied with quality
and also there is a delight to the customers to suggest their product to others.
The study has also helped me to gain good amount of knowledge and has also
exposed me to the industrial environment.
BIBLIOGRAPHY
Del I. Hawkins
Website : www.ksdl.com
ANNEXURE
QUESTIONNAIRE
PERSONAL DETAILS
Name : __________________________________________
Address : __________________________________________
__________________________________________
Phone No. :
________________________________________________________________________
__
12. If no, are there any specific reason for not trying Mysore Sandal Soap?
_______________________________________________________________________
__
_______________________________________________________________________
__
13. How many people in your family are using Mysore Sandal Soap?
a) 1 2 b) 3 4
c) 5 6 d) More than 6
e) Package
15. What is your opinion regarding the price of Mysore Sandal Soap?
a) Low b) Reasonable
c) High d) Very High