i

SOAPS - AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY
THESIS
Submitted by
H.S. ADITHYA
For the award of the degree
Of
DOCTOR OF PHILOSOPHY

DEPARTMENT OF MANAGEMENT STUDIES

Dr. M.G.R
EDUCATIONAL AND RESEARCH INSTITUTE
UNIVERSITY
(Declared U/S 3 of the UGC Act, 1956)
CHENNAI 600 095

AUGUST 2011
 ii

DEDICATED
TO
MY
BELOVED PARENTS
 iii

DECLARATION

I declare that the Thesis entitled “SOAPS - AN EXPLORATIVE STUDY

ON CONSUMER BEHAVIOUR IN BANGALORE CITY” submitted by

me for the Degree of Doctor of Philosophy is the record of work carried out by

me during the period from August 2006 to August 2011 under the guidance of

Dr. S Ramalingam, Head – Department of Management Studies, Dr. MGR

University, Chennai and has not formed the basis for the award of any degree,

diploma, associate-ship, fellowship, titles in this or any other university or other

similar institution of higher learning.

 iv

BONAFIDE CERTIFICATE

Certified that this Thesis Titled “SOAPS - AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY” is the bonafide work

of H.S ADITHYA who carried out the Research under my Supervision.

Certified further, that to the best of my Knowledge the work reported herein

does not form part of any other Thesis or Dissertation on the basis of which a

degree or award was conferred on an earlier occasion on this or any other

candidate.
 v

ABSTRACT

India is a vast country with abundance of natural resources. It is having a

population of 1,030 million. There are large number of consumers with
different kinds of needs, tastes, preferences, attitude, behaviour, character,
conduct, nature, likes and dislikes which must be taken into consideration while
going for segmenting, targeting and positioning of the products in the minds of
the consumers.

In recent times, India has witnessed a wave of change. With media exposure
and increasing literacy levels, people in India are now demanding a better
lifestyle. The Indian market is a place where life has revolved around deep
rooted community values, joint families and social customs. Indian consumers
think of a purchase in terms of how it serves their needs and how well it suits
the family, rather than the individual. It is felt by marketers that the traditional
routes of market entry and brand building are often not feasible. While the
intrinsic value with regard to functionality is created by the marketer through
the offering, consumer psyche plays a vital role with regard to short and long
term effects of brand associations. Huge amount of money is being spent by
marketers to develop and understand the behaviour of consumers with a
conviction that this understanding will create differentiation. Cultural
dimensions play an important role with regard to how the consumer’s mind
adapts to the development of a product. Direct media promotions have helped
to build knowledge of product categories and change long-entrenched living
habits.

There are diversified consumers, marketers, customs, traditions and behaviorial

aspects of consumers but still there are many similarities. The study of
consumer behaviour enables the marketers to understand and predict consumer
behaviour in the marketplace which also promotes understanding the role of
 vi

consumption which plays in the lives of the individuals and also to understand
the important sources to create awareness of the products. It helps in evolving
better promotion strategies which will help to enhance the level of awareness of
the consumers and creating a need for their products.

Consumer satisfaction is the most important goal of a business enterprise. The

key to ensure consumer satisfaction lies in understanding the consumer likes
and dislikes and in nutshell the consumer behaviour. Knowledge of the
consumer behaviour helps a firm to seek a better and more effective sales and
advertising strategies and to plan its marketing program in a more effective
manner.

Consumers have different views and levels regarding the decision making
process. Their decision to purchase or not to purchase a product is an important
moment for the marketers. Consumer research is used to better understand
consumption behaviour. Depending upon the consumers and available
resources an appropriate method is used which is most effective in measuring
consumer behaviour.

Bangalore City is a cosmopolitan city where there are different kinds of people
with different cultures. The Indian government policies and programs has
made the consumer market scenario to undergo a rapid change. Each consumer
has different kinds of needs, tastes, preferences, attitudes, behaviour, character,
conduct, nature, likes & dislikes, lifestyle, literacy level, consumption
expenditure and communication. The present study is undertaken particularly
to understand the consumers, their attitudes, characteristics, tastes, preferences
and also to understand the importance of retailers. It will brief the behaviour of
the consumers with respect to toilet soaps in the present market scenario with
specific reference to Bangalore City.
 vii

The basic idea of the research is to survey the behaviour of the consumers while
consuming the toilet soaps in the market and how they utilize the marketing
skills and applications in making sound consumption decisions.

This research study helps to put into practice the theoretical aspects of the
study. The present study would definitely help to learn about the sources of
information’s for the customers during different stages of buying toilet soaps
and hence enhances their level of awareness and brand preference for toilet
soaps. It is essential for the marketers to understand the important sources to
create awareness of their products. The present study helps them to evolve
better promotion strategies which will help to enhance the level of awareness of
the consumers and creating a need for their products.

Key Words: Consumer Behaviour, Consumer Research, Toilet Soaps,

Consumer Satisfaction, Consumer Awareness.
 8

ACKNOWLEDGEMENTS

I am highly indebted to Dr. S Ramalingam, Head – Department of

Management Studies, Dr. M.G.R University, Chennai for having been my

Research Supervisor. I wish to express my deep sense of gratitude for his

valuable guidance, encouragement and thought provoking interactions. I would

like to appreciate his nature of providing freedom and appreciation to students,

having confidence in students and utmost patience, by which I am benefited to

a maximum extent.

I wish to express my thanks to Dean (Research) and Dr. P. Kaliaperumal,

Dean (Purchase and MBA), Dr M.G.R University, Chennai, for their valuable

suggestions during the research work.

I am highly grateful to his holiness Jagadguru, Sri Sri Bharathi Teertha

Mahaswamiji, of Sri Sringeri Mutt, Sringeri for his blessings.

I am also grateful to Dr. Manjunath, Principal, B.T.L Institute of

Technology & Management, Bommasandra, Bangalore for his valuable
suggestions, affection and encouragement to carry out my Research work.

I wish to express my deep sense of gratitude and dedication to my parents

H.K. Suryanarayana and H.S. Jayanthi for supporting me in my Research
work.
 9

Finally, I am Thankful to all those who have helped me directly or

indirectly during the course of my Research work.

Bangalore H.S. Adithya

August 2011

TABLE OF CONTENTS

CHAPTER PAGE
TITLE
NO. NO.

1 INTRODUCTION

What constitutes Behaviour?

What are the Tools?
Consumer Behaviour Surveys
1 - 23
Consumer Research
Scope of the Research

Rationale behind the Study

24 - 47
2 LITERATURE SURVEY

OBJECTIVE OF THE PRESENT WORK 48

3

EXPERIMENTAL WORK
4
49 - 54

Research Methodology
 10

Research Components
Need for the Present Study
Data Base ( Primary and Secondary )
Hypothesis
Selection of Sample
Limitations of the Research

5
DATA ANALYSIS AND INTERPRETATION 55 - 126

6
RESULTS AND DISCUSSION 127 - 134

CONCLUSIONS AND SCOPE FOR

7
135 - 140
FUTURE WORK

8
REFERENCES 141 - 151

ANNEXURES 152 - 161

LIST OF PUBLICATIONS 162 - 165

CURRICULUM VITAE 166

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LIST OF TABLES AND FIGURES

TABLE/
PAGE
FIGURE TITLE
NO.
NO.

1.1 Frequency of Gender 55

1.2 Frequency of Occupation 56
1.3 Frequency of Income 57
1.4 Frequency of the following measures laid down
by the Government by Consumer Goods 58
Manufacturers
1.5 Brands that come to the mind about Toilet Soaps 59
1.6 Frequency of what the respondents like about the
60
Brand
1.7 Frequency of the respondents for the preferred
61
Brand
1.8 Factors Influencing Purchase of Toilet Soap 62
1.9 Frequency of what the Toilet Soap gives 63

1.10 Frequency of basis for Selection of Brand 64

1.12 Frequency of part of Bangalore City belonging to 65

1.13 Frequency of Type of Consumer Goods Purchased 66
 12

1.14 Frequency of Price Sensitivity 67

1.15 Frequency of Second Opinion 68

1.16 Purchase of same and different Brands 69
1.17 Reasons for looking for a Different Brand 70
1.18 Frequency of Shopping Behaviour 71
1.19 Reasons for Shopping Behaviour 72
1.20 Factors Influencing on Purchase Decision 73
1.21 Impact of Discounts/Free Gifts on Purchase
74
Decision
1.22 Trend Setters in Toilet Soaps 75
1.28 Source of Knowledge 76
1.29 Look up to Cues and Style 77
1.30 Behaviour of Respondents 78
1.40 Reasons for Choosing a Celebrity 79
1.41 Political Inclination 80
1.42 Reasons for Changing Toilet Soap 81
1.43 Whether the Customer buy their own Soap 82
1.44 Place of Purchase 83
1.45 Duration of Usage 84
1.46 Elements of Advertisements Recalled 85
1.47 Importance of Range of Colours 86
1.48 Importance of Price 87
1.49 Importance of Attractive Packaging 88
1.50 Free Offers on Toilet Soap 89
1.51 Overall Attractiveness of Toilet Soap 90
1.52
Influence of Shop Owner on Purchase 91

1.53 Shop Owner’s Assistance 92

 13

1.54 Whether they know other products with same

93
Brand
1.55 Whether they buy other products with same Brand 94
1.56 What respondent will do in the future 95
1.57 Current brand effective than previous brand 96
1.58 Trusting Current brand than previous brand 97
1.59 Is the Current Brand name well known 98
 14

INTRODUCTION

The Indian Toilet Soaps Market is worth Rs.4, 265 crore, a consumption
of close to 48,000 tones of soap. It’s hardly surprising that the
competition in the market is fierce. There are 68 companies throwing
205 brands at the consumer. The soap market can be broadly segmented
on the basis of price into four major categories.

• The Super Premium Segment which includes soaps like Dove

• The Premium Segment like Lux International, Palmolive Extracare
etc.
• The Popular Segment with soaps like Lux, Cinthol Lime etc
• The Sub-Popular Segment like Lifebuoy, Hamam etc.

Of these segments the popular segment has the largest share of the soap
market with 39%. The next biggest segment is the Sub-Popular
Segment, which includes the Carbolic Soap segment with 28% of the
market share.

The price of the premium segment products is twice that of sub-popular

segment products. The popular and sub-popular segments are 4/5 of the
entire soaps market. The penetration level of toilet soaps is 88.6%.
However, the per capita consumption of soap in India is at 460 grams
per annum.

India is a vast country with a population of 1,030 million. Household

penetration of soaps is 98%. People belonging to different income levels
use different brands, which fall under different segments, but all income
level use soaps making it the second largest category in India. Rural
consumers in India constitute 70% of the population. Rural demand is
 15

growing with more and more soap brands being launched in the discount
segment targeting the lower socio-economic strata of consumers.

Soap manufacturers originally targeted their products to the lowest

income strata in urban as well as rural areas, positioning their brands as a
way to remove dirt and clean the body. For some brands, that
positioning persists even today with a focus on removal of body odor
and keeping the user healthy. However, soap positioning is moving
towards skin care as a value-added benefit. Toilet soaps are always used
in the bar form, there is no other form in the Indian market and they are
used in the bath. Showers are a distant dream for 70% of India’s
population, who live in the villages where there is not a even a regular
supply of drinking water. In the urban areas, people bathe by using a
bucket of water, mug and a bar of soap. In villages, they usually bathe
by the river bank or village ponds. Although most of the urban houses
have a shower facility, they are seldom used because of scarcity of
water.

Following are the soaps which are generally available in the Bangalore
City:
(Dove, Lux, Lifebuoy, Cinthol, Hamam, Palmolive, Pears, Mysore
Sandal, Camay, Dettol, Nirma, Medimix, Liril, Rexona, Ponds, and
Modi etc.)

Consumer preferences are varied and regionally specific. India is

divided into four regions: North, East, West and South.

Consumers in the North prefer pink coloured soaps which have floral
profiles. Hence the fragrance preference is far more sophisticated
profiles reflecting their lifestyles. Freshness soaps with lime and citrus
notes are also popular preferences which are seen to be refreshing which
 16

is more suitable for the hot climate in the North India.

Consumers in the East have no particular preference skews.

Consumers in the West exhibit preferences for strong and impact

fragrances when compared to the North. They prefer pink soaps with
floral fragrances primarily rose which are positioned on the beauty
platform.

Consumers in the South are specific towards soap segments like the
Herbal and Ayurvedic profiles and also the Sandal profiles. Consumers
do not exhibit high brand loyalty and are ready to experiment and try out
new brands.

In India, soaps are available in 5 million retail stores, out of which 3.75
million retail stores are in the rural areas. Therefore, availability of these
products is not an issue. 70% of India’s population resides in the rural
areas hence around 50% of the soaps are sold in the rural markets. With
increase in disposable incomes, growth in rural demand is expected to
increase because consumers are moving up towards premium products.
However, in the recent past there has not been much change in the
volume of premium soaps in proportion to economy soaps, because there
is increase in prices which has made some consumers to look for cheaper
substitutes. The major players in personal wash soap market are HLL,
Nirma and P&G.

Colgate Palmolive has a good presence in the premium soap segment

with its flagship brand, Palmolive Extracare owning 6% of the market
share. The project was designed to study the popular end of the soap
market in which Palmolive Naturals has been positioned. The big
players in this segment include Lux, Rexona, Jai Lime, Nirma and
others. The leader in this segment is Lux with Rexona also having a
 17

large share. Lux has a strong equity in this segment, which has been
built over the years with strong advertising support from its legendary
“Beauty soap for the filmstars” advertising campaign. Palmolive
Naturals was introduced with three variants, Olive Oil, Sandalwood and
Almond but the Olive Oil variant has recently been dropped from its
product offering. “Natural” now comes in 75gm and 100 gm versions.
The popular end of the market has high price elasticity and price is
perhaps the biggest influence in an otherwise low involvement purchase
decision. Understanding the purchase habits of end consumers and the
factors, which influence their purchase, habits provinces the field of
study.

In recent times, India has witnessed a wave of change. With media

exposure and increasing literacy levels, people in India are now
demanding a better lifestyle. The Indian market is a place where life has
revolved around deep rooted community values, joint families and social
customs. Indian consumers think of a purchase in terms of how it serves
their needs and how well it suits the family, rather than the individual. It
is felt by marketers that the traditional routes of market entry and brand
building are often not feasible. While the intrinsic value with regard to
functionality is created by the marketer through the offering, consumer
psyche plays a vital role with regard to short and long term effects of
brand associations. Huge amount of money is being spent by marketers
to develop to understand the behaviour of consumers with a conviction
that this understanding will create differentiation. Cultural dimensions
play an important role with regard to how the consumer’s mind adapts to
the development of a product. Direct media promotions have helped
build knowledge of product categories and change long-entrenched
living habits.
 18

Our society is a unity in diversity. We see diversity among consumers,

among marketers, among customs, among nations, even among
consumer behaviour theoretical perspectives. However, despite
prevailing diversity in our society, there also are many similarities.
Segmenting target audiences on the basis of such similarities makes it
possible for marketers to design marketing strategies with which
consumers will identify. The study of consumer behaviour enables
marketers to understand and predict consumer behaviour in the
marketplace; it also promotes understanding of the role that consumption
play in the lives of the individuals.

Consumer Behaviour is defined as the behaviour that consumers display

in searching for, purchasing, using, evaluating and disposing of products,
services, and ideas that they expect will satisfy their needs. The study of
consumer behaviour is concerned not only with what consumers buy, but
also with why they buy it, when and where and how they buy it and how
often they buy it. It is concerned with learning the specific meanings
that products hold for consumers. Consumer research takes place at
every phase of the consumption process: before the purchase, during the
purchase and after the purchase.

Consumer behaviour is interdisciplinary; that is, it is based on concepts

and theories about people that have been developed by scientists in such
diverse disciplines as psychology, sociology, social psychology, cultural
anthropology and economics. Consumer research is the methodology
used to study consumer behaviour. Consumer research designed to
predict consumer behaviour is called positivism; research designed to
understand consumption behaviour is called interpretivism which helps
in making strategic marketing decisions.
 19

Consumer behaviour has become an integral part of strategic marketing

planning. The belief that ethics and social responsibility should also be
integral components of every marketing decision is embodied in a
revised marketing concept – the societal marketing concept – which calls
on marketers to fulfill the needs of their target markets in ways that
improve society as a whole.

What constitutes Behaviour?

It consists of consumer satisfaction and dissatisfaction. If the consumer

requirements are fully met then there will be consumer satisfaction and
falling short will create dissatisfaction and the consumers behave
accordingly. Major attributes of consumer satisfaction can be
summarized as follows: -

a. Product Quality
b. Price
c. Delivery Commitments
d. Advertising Media
e. Resolving Consumer Complaints
f. Product Packaging
g. Overall Communication, Accessibility and Attitude

It may be easier to track retailer’s performance against stated

requirements of quality and timeliness because there is documentary
evidence. Some indication of whether a supplier is meeting the
requirements or not can also be obtained from data on scrap rates,
complaints database, sales improvements, repeat orders, customer audit
reports etc. It is more difficult to measure the level of performance and
 20

satisfaction when it comes to the intangible expectations. There is no

point in asking irrelevant questions on consume behaviour. The basic
purpose is to find out what we are doing right or wrong and where is the
scope for improvement.

Survey forms should be easy to fill out with minimum amount of time
and efforts on consumer’s part. They should be designed to actively
encourage the customer to complete the questions. Yet they must provide
accurate data to monitor improvements in the supplier’s performance.
The data should also be sufficiently reliable for management decision-
making. For repeated surveys, we can provide the rating that was
previously accorded by the consumer. This works like a reference point
for the customer. Space should always be provided for the customer’s
own opinions. This enables them to state any additional requirements or
report any shortcomings that are not covered by the objective questions.

Surveying a number of respondents for each consumer gives a complete

perspective of consumer satisfaction. It may be necessary to device a
different questionnaire for each of them. Respondents must be provided
a way to express the importance they attach to various survey parameters.
This gives better indication of relative importance of each parameter
towards overall consumer behaviour.

What are the Tools?

Consumer Behaviour can be identified using various methods such as:

• Observation
• Periodic Contract Reviews
• Market Research
• Telephonic Interviews
 21

• Projective Techniques
• Personal Visits
• Warranty Records
• Informal Discussions
• Satisfaction Surveys

Depending upon the customers and available resources we can choose a

method that is most affective in measuring consumer behaviour.

Consumer Behaviour Surveys

Formal survey has emerged as by far the best method of periodically

assessing the customer satisfaction. The surveys are not marketing tools
but an information-gaining tool. Enough homework needs to be done
before embarking on the actual survey. This includes the following:

a) Defining Objectives of the Survey

b) Design Survey Approach
c) Develop Questionnaires and Forms
d) Administer Survey
e) Method of compiling data and analysing the findings
f) Format of the Report to present the findings

The basic purpose is to find out what we are doing right or wrong, where
is the scope for improvement, where do we stand and how can we serve
the consumers better. A consumer behaviour survey should identify
atleast the following objectives:
 22

a) Importance of Consumers
b) Consumers Perception
c) Consumer Priorities
d) Priorities for Improvement
e) Culture of the Consumers

Surveying a number of respondents should be in such a way that the

respondents must be provided a way to express the importance they
attach to various survey parameters. Respondents should be asked to
give a weighting factor, again on a rating scale of say, 1 to 10, for each
requirement. This gives a better indication of relative importance of
each parameter towards overall consumer satisfaction and makes it
easier for suppliers to prioritize their action plans by comparing the
Performance Rating (Scores) with Importance Rating (Weighting). The
questions are grouped together in a common parameter such as Product
Quality, Delivery Performance or Field Sales Performance.

Consumer Research

The marketing concept is built on the premise that marketers first

identify consumer needs and then develop products and services to
satisfy those needs. Consumer research offers a set of diverse methods
to identify such needs. Consumer research also is used to better
understand consumption behaviour. It is used to identify and locate
appropriate target markets and to learn the targets’ media habits. It is
used to identify both felt and unfelt needs, to learn how consumers
perceive products and brands and stores, what their attitudes are before
and after promotional campaigns, and how and why they make their
consumption decisions. Many of these applications of consumer
research are managerial in perspective; they are designed to help a
 23

marketer make specific marketing decisions concerning product, price,

promotion and distribution.

The major steps in the consumer research process include the following:
1. Defining the Objectives of the Research
2. Collecting and Evaluating Secondary Data
3. Designing a Primary Research Study
4. Collecting Primary Data
5. Analysing the Data
6. Preparing a report on the findings.

1. Defining and Developing the Objectives of the Research – The

first step in the consumer research process is to define carefully
the objectives of the study. It is important for the researcher to
agree at the outset on the purposes and objectives of the study
to ensure that the research design is appropriate. A carefully
thought out statement of objectives helps to define the type and
level of information needed. If the purpose of the study is to
come up with new ideas for products or promotional
campaigns, then qualitative study is usually undertaken in
which the respondents spend a significant amount of time face-
to-face with a highly trained professional moderator who also
does the analysis. If the purpose of the study is to find out how
many people in the population use certain products and how
frequently they use them then a quantitative research study that
can be computer – analyzed which is undertaken.

2. Collecting and Evaluating Secondary Data – A search for

secondary information generally follows the statement of
objectives. It is the data originally generated for some purpose
 24

other than the present research objectives. It includes findings

based on research done by outside organisations as well as data
generated in-house for earlier studies or even customer
information collected by the firm’s sales or credit departments.
Locating secondary data is called Secondary Research.
Original research performed by individual researchers to meet
specific objectives is called Primary Research. Secondary
research sometimes provides sufficient insight into the problem
at hand to eliminate the need for primary research. It provides
clues and direction for the design of primary research.

3. Designing a Primary Research Study – The design of a

research study is based on the purposes of the study: if
descriptive information is needed, then a quantitative study is
likely to be undertaken; if the purpose is to get new ideas like
for repositioning a product then a qualitative study may be in
order. Because the approach for each type of research differs
in terms of method of data collection, sample design and type
of data collection instrument used.

A) Qualitative Research Designs: In selecting the appropriate research

format for a qualitative study, the researcher takes into
consideration the purpose of the study and the type of data needed.
The choice of data collection techniques for qualitative studies
includes depth interviews, focus groups and projective techniques.
These research methods may differ in composition, they all have
roots in psychoanalytic and clinical aspects of psychology and they
stress open-ended and free response type of questions to stimulate
respondents to reveal their innermost thoughts and beliefs. These
techniques are regularly used in the early stages of attitude research
 25

to pinpoint relevant product-related beliefs or attributes and to

develop an initial picture of consumer attitudes especially the
beliefs and attributes that they associate with particular products
and services.

a) Depth Interviews – A depth interview is a lengthy

nonstructured interview between a respondent and a
highly trained interviewer, who minimizes his or her own
participation in the discussion after establishing the
general subject to be discussed. Respondents are
encouraged to talk freely about their activities, attitudes
and interests, in addition to the product category or brand
under study. Transcripts, videotapes or audiotape
recordings of interviews are then carefully studied
together with reports of respondent’s moods and any
gestures or body language that they might have been
used to convey attitudes or motives. Such studies
provide marketers with valuable ideas about product
design or redesign and provide insights for positioning or
repositioning the product. New techniques for probing
consumers and new methods of interpretation are always
being tried to improve the results of qualitative research.

b) Focus Groups – A focus group consists of eight to ten

respondents who meet with a moderator/analyst for a
group discussion “focused” on a particular product or
product category. Respondents are encouraged to
discuss their interests, attitudes, reactions, motives,
lifestyles, feelings about the product or product category,
usage experience and so forth. Focus group sessions are
 26

invariably taped and sometimes videotaped to assist in

the analysis. Some marketers prefer focus groups
because it takes them less time overall to complete the
study and they feel that the free-wheeling group
discussions and group dynamics tend to yield a greater
numbers of new ideas and insights.

c) Projective Techniques – A projective technique is

designed to tap the underlying motives of individuals
despite their unconscious rationalizations or efforts at
conscious concealment. They consist of a variety of
disguised tests that contain ambiguous stimuli such as
incomplete sentences, untitled pictures or cartoons, word
association tests and other person characterizations. The
respondent is asked to complete, describe or explain the
meaning of various stimuli. The theory behind
projective tests is that respondent’s inner feelings
influence how they perceive ambiguous stimuli. The
stories they tell or the sentences they complete are
actually projections of their inner thoughts, even though
subjects may attribute their responses to something or
someone else. Thus, their responses are likely to reveal
their underlying needs, wants, fears, aspirations and
motives, whether or not the respondents are fully aware
of them.

B) Quantitative Research Designs: The design of a quantitative

research study include the method for collecting the data, the
sample design and construction of the data collection instrument.
 27

a.) Data Collection Methods – There are three basic ways to

collect primary data in quantitative research: by observing
behaviour, by experimentation or by survey.
• Observational Research – It is an important method of
consumer research, because marketers recognize that the
best way to gain an in-depth understanding of the
relationship between people and products is by watching
them in the process of buying and using products. It
provides for a better understanding of what a product
symbolizes to a consumer and greater insight into the bond
between people and products that is the essence of brand
loyalty. Observational research also provides valuable
input into product advertising. It is widely used by
interpretive researchers to understand the buying and
consumption process.
• Experimentation – It is a process of testing the relative sales
appeal of different types of variables such as package,
designs, prices, promotional offers or copy themes through
experiments designed to identify cause and effect. In such
experiments only one variable is manipulated at a time
(independent variable) while all other elements are kept
constant. A controlled experiment of this type ensures that
any difference in results (the dependent variable) is due to
different treatments of the variable under study and not to
extraneous factors.
• Surveys – The survey is made by the researcher by asking
consumers about their purchase preferences through person,
by mail or by telephone. Personal Interview surveys most
often take place in the home or in retail shopping areas.
The latter, referred to as mall intercepts, have become much
 28

more frequent of late because of the high incidence of not-

at-home working women and among those who do not
work, because of fears of allowing a stranger into the home.
Telephone surveys are often used to collect consumer data
although the high incidence of working women has limited
their use. Mail surveys are conducted by sending
questionnaires directly to individuals at their home. A
number of commercial research firms that specialize in
consumer surveys have set up ‘panels’ of consumers who
for a token fee agree to complete the research company’s
mail questionnaires on a regular basis.

Data Collection Instruments – For quantitative research, the

primary data collection instrument is the questionnaire,
which can be sent through the mail to selected respondents
for self-administration or can be administered by a trained
interviewer in person or by telephone. Questionnaires must
be interesting, objective, unambiguous, easy to complete
and generally not burdensome to motivate respondents to
answer truthfully and completely. It can be open-ended
questions which require answers in the respondent’s own
words. It can also be closed-ended wherein the respondent
merely checks the appropriate answer from a list of options.
Open-ended questions yield more insightful information but
are more difficult to code and analyze. Closed-ended
questions are relatively simple to tabulate and analyze, but
the answers are limited to the alternative responses
provided.
 29

Likert scale is the most popular form of attitude scale for

researchers to prepare and to interpret and simple for
consumers to answer. It is very helpful for the researchers
as it gives the option of considering the responses to each
statement separately or of combining the responses to
produce an overall summated score. It is also called as
“summated” scale.

Semantic Differential Scale is relatively easy to construct

and administer. It consists of series of bipolar adjectives
that are anchored at the ends of an odd numbered
continuum. Respondents are asked to evaluate a concept on
the basis of each attribute by checking the point on the
continuum that best reflects their feelings or beliefs. An
even numbered scale is used to eliminate the option of a
neutral answer. An important feature of this scale is that it
can be used to develop graphic consumer profiles of the
concept understudy.

Rank Order Scales are those wherein the items are ranked
in order of preference in terms of some criterion such as
overall quality or value for the money. These provide
important competitive information and enable marketers to
identify needed areas of improvement in product design or
product positioning.

Sampling – An integral component of a research design is

the sampling plan. It addresses three questions: whom to
survey (the sampling unit), how many to survey (the sample
size) and how to select them (the sampling procedure).
 30

Deciding whom to survey requires that the universe or

boundaries of the market from which data is sought be
defined so that an appropriate sample can be selected.
Interviewing the correct target market or potential target
market is basic to the validity of the study. The size of the
sample is dependent both on the size of the budget and the
degree of confidence that the marketer wants to place in the
findings. The larger the sample, the more likely the
responses will reflect the total universe under study. It is
interesting to note that a small sample can often provide
highly reliable findings, depending on the sampling
procedure adopted.

4. Collecting Primary Data – Qualitative studies usually require

highly trained social scientists to collect data. A Quantitative
study generally uses a field staff that is either recruited and
trained directly by the researcher or contracted from a company
that specializes in conducting field interviews. It is necessary
to verify whether the interviews have taken place. This is
sometimes done by a postcard mailing to respondents asking
them to verify that they participated in an interview on the date
recorded on the questionnaire form. Completed questionnaires
are reviewed on a regular basis as the research study progresses
to ensure that the recorded responses are clear, complete and
legible.

5. Analysing the Data – In qualitative research, the moderator or

test administrator usually analyzes the responses received. In
quantitative research, the researcher supervises the analysis.
Open-ended responses are first coded and quantified that is
 31

converted into numerical scores then all of the responses are

tabulated and analyzed.

6. Preparing a Report on the Findings – In both qualitative and

quantitative research, the research report includes a brief
executive summary of the findings. The research report may or
may not include recommendations for marketing action. The
body of the report includes a full description of the
methodology used and, for quantitative research, also includes
tables and graphics to support the findings. A sample of the
questionnaire is usually included in the appendix to enable
management to evaluate the objectivity of the findings.
 32

Scope of the Research

This research study helps to put into practice the theoretical aspects of the
study. It helps in the formulation based upon which fellow researcher can
plan their studies. It helps in understanding the attitudes and behaviour of
the consumers and retailers and is very useful for the manufacturers in
producing the toilet soaps according to the consumer tastes and
preferences. Consumers preferences are changing and becoming highly
diversified. Although having some similarity, consumers are not all
alike. To better understand and meet the needs for specific group of
consumers on lightened marketers should adopt a policy of market
segmentation, which calls for the division of their potential market into
smaller homogeneous segments. The collection and analysis of
information about consumption habits provinces the field of consumer
behaviour. Successful marketer is the one who effectively develops and
produce brands that are of value to consumers and who effectively
present these products and brands to consumers in an appealing and
persuasive way. The essential reason for studying consumer behaviour is
to enable managers to make better marketing decision while reducing the
incidence of product failures. Marketing efforts are directed towards
satisfying customer needs. Satisfaction of needs provides the rational for
existence. Knowledge of the consumer behaviour helps a firm to seek
better and more effective sales and advertising strategies and to plan its
marketing program in a more effective manner. In nutshell, marketing
starts with consumers and ends with the consumers. Consumer
satisfaction thus becomes the most important goal of a business
enterprise. The key to ensure customer satisfaction lies in understanding
the consumer likes and dislikes his motivation and in nutshell the
consumer behaviour. Also what affects his purchase choice or decision
that is the decision maker and how his perceptions work on product
 33

evaluation make it important to the study of consumer behaviour.

Purchase behaviour is a sound basis of identifying the consumer needs.
Therefore, the study of it for only product is of vital importance to
marketers in shaping fortunes of organizations. Also it is significant for
regulating consumption of goods and thereby maintaining economic
stability.

It is hopefully believed that the present study would definitely help to

learn about the sources of information’s for the customers during
different stages of buying sanitary goods and hence, enhances their level
of awareness and brand preference for durable sanitary goods. It is
essential for the marketers to understand what are the important sources
to create awareness of their products. The present study helps them to
evolve better promotion strategies which will help to enhance the level of
awareness of the consumers and creating a need for their products.

Rationale behind the Study

The rationale behind the study has been operationally defined as below:
The Consumer process is concerned with how consumers make decisions.
In this study the purchase process has been defined according to a “stage
mode” of buying process the consumer passes through five stages:
problem recognition, information search, evaluation of alternatives,
purchase decision and post purchase behaviour. Clearly, the buying
process starts long before the actual purchase and has consequence long
after the purchase. In the preparation of questionnaire it was attempted
that information is collected regarding different stages. Questions
regarding these five stages were put to the interviewees.
 34

Problem recognition results when a consumer recognizes a difference of

sufficient magnitude between what is perceived as the desired state of
affairs and what is the actual state of affairs, enough to arouse and
activate the decision process. The situation leading the problem
recognition may be depleted stock of goods, discontentment with the
stock of goods, changing environmental and financial circumstances or
marketing activities. The term “search” refers to mental as well as
physical information-seeking and processing activities which one engages
in to facilitate decision making regarding some goal-object in the market
place consequently, search may be undertaken in order to find out about
products, prices, stores and so on related to the product. Internal search is
a mental process of recalling and reviewing information stored in
memory that may relate to purchase situation.

The marketers are interested in knowing how consumers process the

information gathered during the search process on their evoked set of
brands. There are two broad approaches: brand processing or attribute
processing. In brand processing the buyer assesses one brand at a time.
Thus, the consumers may decide to look at a particular brand, examine
several attributes, and then assess several attributes for a second and third
brand. In attribute processing, the consumer examines a specific attribute
and then compares several brands on that attribute.

The next stage is the purchase division. It involves selecting a course of

action based on the preceding evaluation process. It involves activities
such as choosing a store. In store purchasing behaviour and purchasing
patterns development of repeat purchasing patterns and the extent to
which purchases are unplanned. Paying for the purchase is a part of this
decision process. It may be either on cash or on credit.
 35

The last stage is post-purchase behaviour. It refers to those behaviours

exhibited after the purchase decision. It involves consumer expectations,
satisfaction, post purchase dissonance and the feedback mechanism.
Cognitive dissonance occurs as a result of a discrepancy between a
consumer’s decision and his prior evaluation.

It is not just making a purchase decision or the act of purchasing; it also

includes the full range of experiences associated with using or consuming
products and services. It also includes the sense of pleasure and
satisfaction derived from possessing or collecting ‘things’. The outputs
of consumption are changes in feelings, moods, or attitudes;
reinforcement of lifestyles; an enhanced sense of self; satisfaction of a
consumer related need; belonging to groups; expressing and entertaining
oneself.

The consumer’s decision to purchase or not to purchase a product is an

important moment for most marketers. It can signify whether a
marketing strategy has been wise, insightful and effective or whether it
was poorly planned and missed the mark. Therefore, marketers are
particularly interested in the consumer’s decision making process. For a
consumer to make a decision, more than one alternative must be
available.

Consumers have different views and levels regarding the decision making
process. It has three sets of variables: input variables, process variables
and output variables. Input variables include commercial marketing
efforts and non-commercial influences from the consumer’s socio-
cultural environment. The decision process variables are influenced by
the consumer’s psychological field, including the evoked set that is the
brands in a particular product category considered in making a product
 36

choice. The psychological field like motivation, perception, learning,

personality and attitudes influences the consumer’s recognition of a need,
pre-purchase search for information and evaluation of alternatives. The
output variables include the actual purchase that is either trial or repeat
purchase and post-purchase evaluation. Both pre-purchase and post-
purchase evaluation feedback in the form of experience serves as an
influence in future decision processing.
 37

LITERATURE SURVEY

This chapter presents a brief review of the literature of various researches

conducted and articles relating to understanding of the consumer market.

Thus, the consumer market is very complicated bundle of contradictory values,

attitudes and behaviours, as shown by the study on Indian Consumers by
MARG, the Genie Study by O & M, articles in the press and experiences of
consumer markets.

Foxman (1989) stated that recent changes in demographic and household

structure have increased consumers impact on their decisions and their general
involvement in family decision-making. It was found that consumers tended to
have more said in the purchase of products that are less expensive and for their
own use. It was found that they perceived themselves to have greater influence
in the purchase power.

Moschis (1989) dealt with an important type of inter personal communication –

Family communication. They are found to play an important role in the
consumer socialization of their offspring and are instrumental in teaching them
the national aspects of consumption. The family can affect consumer learning
indirectly by influencing the youngster’s interaction with other sources of
consumer influence. Family communication leads to rather different interaction.
Patterns with other sources of consumer learning. The evidence also indicates
that the family mediates the effect of other socialization agents.

Orbany (1989) suggested that traditionally, one reason buyers search for
information prior to purchase is to reduce their uncertainty about the decision to
lower levels. Two general types of uncertainty was found-knowledge
uncertainty, i.e., uncertainty regarding information about alternatives and
 38

choice uncertainty, i.e., uncertainty about which alternative to choose. Choice

uncertainty appeared to increase search but knowledge uncertainty had a
weaker, negative effect on search.

Hoyer and Brown (1990) revealed the subtle difference between awareness and
recognition. Awareness represents a state of knowledge possessed by the
consumer, whereas recognition is a cognitive process which results from
awareness. In this study the effects of brand awareness on choice, brand
sampling and the frequency with which the highest quality brand is selected
after a series of trials are examined. It was found that brand awareness is a
prevalent choice among inexperienced consumers who are faced with a new
decision task. Consumers who were aware of a particular brand in a choice set
sampled fewer brands across a series of product trials. Consumers who were
aware of one brand in a choice set tended to choose the known brand even if it
was lower in quality than other brand sampled by them.

Herr (1991) made observations regarding effects of word-of-mouth

communications and specific attribute information on product evaluations. It
was found that word-of-mouth communications have a strong impact on
product judgements, relative to less vivid printed communications. Favourable
brand attitudes are formed when a single, favourable word-of-mouth
communication is presented, even when extensive attribute information is
available. Thus the manner in which information is presented can produce
strong judgmental effects when the information flow is controlled. Although a
strong word-of-mouth effect was found, this effect was reduced or eliminated
when a prior impression of the target brand was available from memory or
when extremely negative attribute information was presented.

Childers and Rao (1992) pointed out that from consumer behaviour
prospective; it appears that their reference groups can influence products and
 39

brands that individuals select. In nuclear families, the degree to which an

individual is influenced by peers appears to be significantly higher for public
than for private products and brands, while this is not the case in extended
families. This likely occurs because in nuclear families the number of
immediate family members and their importance to the individual is limited,
while in extended families there are numerous important family members
available to exercise an influence on individual’s decision making. In
traditional family structures, the brand purchased by ones parents exerts a
strong influence. The influence of peers is likely to be somewhat higher for
luxuries whereas the influence of the family is likely to be higher for
necessities.

Grover and Srinivasan (1992) determined the multiple effects of retail

promotions on brand loyal and brand switching segments of consumers. They
found that the market can be characterized by brand loyal segments each of
which buys mostly their favourite brand and switching segments each of which
switches mainly among different brands of the same type. Promotional
schemes have significant effects on market shares, the effect being across
different segments store share is related significantly to promotional
attractiveness of a store. The overall promotional attractiveness of the product
category has significant current and lagged effects on category volume and the
lagged effects resulting from consumer purchase acceleration and stock up last
longer for brand loyal segments that for switching segments.

Shergill and Kaur (1993) found that socio-economic background of consumers

influences their buying behaviour. The high income group respondents are
more quality conscious, although for most of the consumer’s price is the main
consideration. A major role in preventing brand switching is played by the
loyalty of the consumer towards a particular brand. Moreover, the buying
decisions are influenced by the media particularly TV advertising.
 40

Krishna (1994) demonstrated that there is heterogeneity in consumer

knowledge of prices and deals. In addition, it was found that buyers purchase
behaviour can be influenced by not only the current price of a product but also
by what price they expect in the future. The author built a purchase quantity
model to contrast the behaviour of consumers who have knowledge of future
price deals with that of those who don’t. The model implied that consumers
with knowledge of future deals on less preferred brands as compared with those
who had no knowledge of future price deals.

Beatty and Talpade (1994) replicated and extended several elements of Foxman
(1989) study of adolescent influence while providing an integrative model of
teenager influence and a new scale of perceived relative influence. It was
found that teenagers’ financial resources were weakly associated with influence
at the initiation stage for teenager purchases. Parents dual income status
allowed the teenagers greater influence for some durable family purchases but
not for self-purchases where their influence is already substantial. This may
occur through parental delegation, which may also affect the purchases for
many other products, such as groceries.

Leclerc (1994) observed that for most products name can make substantial
contribution to brand equity. Foreign branding seems to be targeted primarily
towards influencing the brand image dimension of brand equity. Thus, foreign
branding can be an effective means of influencing consumers perceptions and
attitudes. It also showed that country-of-origin information added to foreign
branding does not result in different perceptions.

Anonymous (1995) in a “Business Today” cover story stated that the new urban
Indian consumer is not simply a member of socio economic class A1. The
generation I includes all kinds of individuals – Men, Women, Boys and Girls.
Each of them exhibits a buying behaviour that is exclusive to him or her. This
 41

study found that a customer cannot be segmented in conventional terms. Only

similarity is buying behaviour links different groups of customer. The new
consumer is no longer Brand Loyal. They easily switch to the brand that
provides the highest value to them. The lowest value product is no longer
believed to be the best choice. Each product is tested empirically by the
customer before a decision is made to purchase or reject it.

Schiffman and Kanuk (1995) in a study found that more than half of the older
children influenced family purchase decisions such as choice of vacations,
stereo equipment and home computers. They also play a relatively important
role when it comes to initiating interest in a new purchase and in the actual
purchase decision. College students are an important family subgroup. In this
market, consumers have a wide range of necessities as well as purchases of
goods & services. College students are still in the process of establishing many
of their brand preferences & shopping habits. The consumer loyalties
established at this age have the potential to last very long. Many of the
youngsters help with their family grocery shopping. Parents give them
discretion in selecting brands, especially for products that they will themselves
consume. They are important not only for what they buy for themselves and
for their influence on family consumption decisions, but also because these
years are a formative period in terms of later adult consumption patterns.

Sharan (1998) in a report on a survey of Asia Pacific youngsters by AC Nileson

and TNT & Cartoon Network has said that the study entitled. ‘New
GenerAsians’ became necessary as there has been no strong recognition of kids
as a viable market and lack of information on this consumer segment. The
study observed that playing is the favourite activity of Indian Youth followed
by reading, studying, sports/exercise and drawing/painting. The study
measured Pester Power as a degree of youths influence on product purchase.
 42

The study points out that Pester Power adds value to the development of this
consumer segment so that it could translate into greater sales.

Balakrishnan and Rao (1998) conducted an opinion poll on young persons in

the age group of 15 to 20 in eight metropolitan cities & found that for 75% of
the youngsters teenage years were a time of stress and anxiety about exams,
jobs, parental expectations, peer pressure, love lives, the need to look good and
dress smartly and even the state on nation. To cope with anxieties and pressure
majority turn to friends for help. Family relationship remain strong, in that
forty three percent asserted that there was no generation gap in their family and
that they feel comfortable sharing their problems with parents and siblings.
The youngsters had sufficient freedom and control over their lives but were
more anxious about their academic performance, which suggested that their
anxiety actually has to do with their high aspiration level and strong motivation.

Bansal (1998) found that every teenager is bound by two pressure groups:
parents and peers. It is in resolving the vastly conflicting expectations of these
two groups, coupled with his or her own aspirations that almost every teenager
goes through the anxiety mill. The overriding desire to succeed is important to
them to look good for them any well filling pair of jeans won’t do. You have to
be branded, packaged, and labeled. Brands and designer goods can raise or
lower their status among their peers. Youngsters make more money these days.
Feeding on this syndrome and insidiously fuelling is the barrage of
advertisements, which exhort teenagers to be special and different from the
crowd. ‘Be Yourself’, ‘Wear Your Attitude’ scream the hoardings. Parents
also display middle class nostalgia-tinged guilt and do not want to deprive their
offspring of the things that they themselves longed for when they were
younger.
 43

Youth in India is not simple according to Bijapurkar (1998). It embodies an

entire generation born into discontinuity and the most important thing about
markets in discontinuity is that on one has any prior experience or useful
conventional wisdom about them. Youth market comprises large number of,
young people whose consciousness has been shaped by the liberalization of
India. The youth today is a confusing, complex bundle of contradictory values,
attitudes and behaviour. Even more worrying is the fact that the youth market
of today will be the mainstream market of 2005. She looked at the youth
market from a perspective of age cohorts. 1985 marked the beginning of a new
kind of India. This generation is highly consumption oriented because the
parents of these children were young enough at the time of liberalization. They
are also caught between not only high aspiration to consume and also moderate
opportunity to do so. This makes them a confusing mixture of values, attitudes
and life styles.

Anonymous (1999) has reported that in the youth marketing forum held on 10th
March, 1999 the marketers gathered to find ways to make their brands relevant
to the youth. Roughly one third of the urban population is 15-25 years old. 15-
25 years old account for one out of every four home PC’s, one out of every
three internet connections; one out of every four pagers; and one out of every
three mobile phones. An open and an innovative mindset makes them
important for new categories. The fast-forwarding 90’s Indian is going global.
This has led to a need to change attitudes, values and life styles. “Enjoy” is the
all-encompassing attitude to life. Generation gap has been reduced. Parents
have now become friends, confidants and companions and as such are respected
and obeyed. All youth icons today like Sachin Tendulkar and Shahrukh Khan
are eminently successful, embody conformist values and are mostly film stars
and cricketers. Youth today is brand conscious, stringently assesses price-value
equation, and is keen to be seeing as buying the best, which may not necessarily
be foreign.
 44

Sasan (1999) reporting on A & M-ORG-MARG survey about teenage status

symbols shows that the new generation is perfectly willing to wear, eat, sleep,
drink and do anything global. Infact, they will soon be India’s first internet
generation. Connected, confident, consumerist. Today’s youth have been fed
not only on stories of liberalization but also on the fruits of it since this lot was
in the 9-12 year age bracket when the economy opened up. These consumers
see the material trapping of wealth as the rewards of a good career. So
teenagers are focused on ambition the top status symbol. They know how to
spend within their pocket money, which translates into purchasing power. It
also reflects the decision - making liberty given by one’s parents. It is not in
vain that an increasing number of ads target this audience. But this lot isn’t too
brand loyal and is willing to experiment. So long as “somebody else” in the
friends circle takes the lead.

All the above studies show that youth have now become an important market
segment due to their increasing number, large influence of their family and
peers purchase behaviour and increasing purchasing power. All the previous
studies have concentrated on children upto the age of 12 years. There have
been no studies on the youth in the age groups of 15-24 years, which is an
important time as most of the preference and habits formed in this time last for
a lifetime.

Prof. Ramesh Kumar, IIM Bangalore (2001) has reported that brand today is
hard to stand at the leading position. Toilet soap brands are facing many
challenges so as the consequent, wherein it has to compete with one another. A
strong brand may find several challenges to keep remaining on its top position.
In order to make the toilet soap brands great, the businesses should follow
consistency in delivering the promise, superior products and services should be
manufactured, distinctive positioning and customer experiences should be
made, alignment of internal and external commitment to the brand and an
 45

ability to stay relevant should be followed. They have to explore their

understanding of brand and link their perception to the business matter
according to the greatness of brand.

Soumen Chatterjee, NSHM (2003) has reported that customer perception is a

domain factor in marketing wherein the companies need to understand the
unique customer perception to facilitate advertising and sales promotional
efforts towards a better bargain. This has to be analyzed for better results by
the company to match performance and expectation.

Ken Butcher (2008) has reported that from an analysis three service quality
dimensions that is interaction quality, appeal and performance comparision are
significantly and positively correlated to both customer satisfaction and loyalty
in order to find out the effect of cultural values on customer satisfaction and
loyalty.

Nelson (2007) has reported about the impact of relationship marketing strategy
on customer loyalty. This can be created, reinforced and retained by marketing
plans aimed at building trust, demonstrating commitment to service,
communicating with customers in a timely, reliable and proactive fashion and
handling their conflicts efficiently.

Michel Laroche (2007) has reported the advertisement effect and competition
into the framework and examines the effects on consumer’s attitudes and
purchase intentions in multiple-ad and multiple-brand environments. It is
indicated that information about a competing ad and brand is processed
comparatively and that evaluations of the competing ad and brand negatively
influence evaluations of a local ad and brand. Contributions of this study are
that ad effect is an important determinant in the formation of ad attitude and it
 46

can be incorporated into the dual mediation model to explain the effects of
advertising on consumer behaviour.

Lars Meyer (2008) has reported that consumers typically patronize multiple
outlets, which leaves outlets striving to earn a greater portion of consumer
expenditures. It improves the theoretical and empirical knowledge about the
impact of retailing loyalty programmes on customer purchasing behaviour. All
behavioral indicators show that members and non-members of loyalty
programmes demonstrate significantly different purchase behaviors irrespective
of other factors.

Hsieh & Chung (2008) has reported that the relationship between customer
perceptions of public relations and customer loyalty to test for the moderating
role of brand image in that relationship. Consumer’s perception is an
antecedent of loyalty. The impact of public relations perception on customer
loyalty is stronger and more significant when the brand image is favourable. It
extends previous research by examining the moderating role of brand image to
identify the key moderators of the driving force of public relations in relation to
customer relationship marketing.

Mosad Zineldin (2006) has reported about examining and developing a better
understanding of triangle relationship between qualities, customer relationship
management and customer loyalty that might lead to companies’
competitiveness. It improves the overall satisfaction and loyalty and the
ultimate outcomes.

Vivek Joshi (2004) has reported that brand identity includes brand names,
logos, positioning, brand association and brand personality. A good brand
gives a good first impression and evokes positive associations with the brand.
 47

Brands help in generating incremental revenue and in creation of an identity for

the business/market.

Manoj Trivedi (2000) has reported that to understand consumers each brand has
to start by asking basic questions like who, why, when and where thereby the
different kind of consumers with different tastes, needs, attitudes, likes,
dislikes, character, conduct, nature, behaviour and conduct could be identified
and analyzed for the successful marketing of the toilet soaps.

Maxwell Winchester (2008) has reported that positive and negative brand belief
levels differ before and after the consumers detect from a brand or take up a
new brand. It is measured and compared across those who defected from a
brand and those who took up a new brand. It contributes to the understanding
of the brand belief behaviour relationship using two very different longitudinal
studies. It also investigates and compares the effects of negative beliefs with
that of positive beliefs.

Claude (2008) has reported that brand portfolio strategy and brand portfolio
management can create a higher and stronger level of competitive advantage
that is harder to grasp and imitate. The juxtaposition of brands is one of the
elements for the development of a brand portfolio, which is a combination of a
brand ensemble and organizational savoir-faire. It shows the strategic
marketing relationship and broadens the field of brand analysis and shows how
a brand portfolio can create a stronger and higher level of competitive
advantage.

Bhimroa Ghodeswar (2008) has reported the framework for building brand
identity in sequential order, namely positioning the brand, communicating the
brand message, delivering the brand performance and leveraging the brand
equity. Brand building effort has to be aligned with organizational processes
 48

that help to deliver the promises to customers through all company

departments, intermediaries, suppliers etc. all these play an important role in the
experience that customers have with the brand.

Eduardo Torres (2008) has reported that customer satisfaction and loyalty
focuses on brand rather than product. It shows the relationship between
satisfaction and loyalty, which is significantly present when evaluating products
alone and also when combining with the brand, which indicates that there is an
intermediate position between product and brand. The relationship of
satisfaction and loyalty starts with the product includes the product – brand, and
culminates with the brand.

Julian Cheng (2007) has reported that there exist differences of consumer
perceptions on product quality, price, brand leadership and brand personality
among national brands, international private labels and local private labels. It
aims to use product categories as the moderator of the preceding perceptions.

Yolando Polo (2008) has reported that how a brand extension will affect the
overall brand image. The results show that the brand extension strategy dilutes
the brand image in both markets. It is found that brand image before extension
has positive effects on brand image after extension. It is suggested that a firm
that has a good brand image before the extension will be less as risk when it
launches a new product onto the market with the same brand name. Its best
market will be those when consumers who already know the brand’s products
and who at the same time perceive a better image of it. The closer the extended
product is to its core market, the more positive will be its acceptance by
consumers which will translate into a better image evaluation. It analyzes how
extending a brand may affect the parent brand image in global brand.
 49

Leslie (2008) has reported that global brands have budgets that exceed GNP of
small nations and they have altered every aspect of the lives of people all over
the world. It provides strategic insights and practical thinking that have
influenced some of the world’s leading organizations.

Hari Sundar (2002) has reported that the integration of entire key retailing
variables such as store format, merchandising, pricing, promotion, after sales
service, sales force etc. would help in converting the prospective customer into
a brand loyal one. An important pre-requisite for effective positioning to the
target customer segment is intimate knowledge of the behaviourial and need
dynamics.

Sharad Joshi (2003) has reported that Advertising must be evaluated in terms of
its perceived value to consumers especially children and youth as they are
inexperienced consumers. Advertisement creates attitude and the direct
influence can be seen on children and youth in the way they start perceiving the
world around them at large. It’s reflected on the way of behaviour and
tendency to react on a particular situation. The indirect effect can be seen on
purchasing decision of parents when they start taking into account the
preferences of children.

Prof. Magesan (1994) has reported that consumer protection measures have
ensured better protection of the rights and interests of the consumers and also
ensured effective redressal to consumer disputes. The possibility of unsafe and
spurious or low quality products entering in the market is increasing
particularly in this era of globalization with WTO regime. An appropriate
strategy and methods have to be developed for ensuring the quality and safety
and assuring fairness in pricing the consumer goods entering the market.
 50

Huihuang Zhu (2007) has reported that market situation is determined by the
needs of the consumers. Advertisements play a vital role in making the
consumers aware about the product with respect to its features, price, safety and
applications. Companies create their advertisements to position their products
in the various market segments and target different classes of people. The
Consumer Protection Act and the MRTP Act provides with different provisions
to regulate the advertisements and media, to protect the consumers and help
them to receive the right product. Consumerism is concerned with protecting
the consumers from all organizations with which there is exchanged
relationship. It encompasses the set of activities of government, business,
independent organizations and concerned consumers that are designed to
protect the rights of consumers. Consumer’s satisfaction will benefit not only
business but government and society as well. Ethics and social responsibilities
should also be given undue importance.

Chung Kai (2008) has reported that public relations, consumer perception and
customer loyalty are interlinked and interconnected. The dimensions of
development, level of complexities as to the relations with different people,
simplification of trading routines, increasing wants and needs and conducive
supportive services made the government, marketers, promotion agencies to
think differently to mould the consumerism culture for the benefit of the entire
globe. Business Organizations having good public relations and rapport with
the customers and producing goods according to the needs and requirements of
the customers can build up customer loyalty and properly match with the
customer perceptions and customer expectations thereby the goals and
objectives of the organization can be accomplished effectively and efficiently.

Parameswaran (2008) has reported consumer affairs provisions are often based
on the general standard and circumstances of those living in big cities and
 51

towns. Consumers need support in maintaining their rights so that they can
bargain equally with the producers or the service providers.

Cafod (1997) has reported that ethical consumers would seek to purchase or use
goods that can demonstrate social and environmental responsibility.
Consumers are becoming more discerning as a result of changing tastes and
expectations.

Kotler and Keller (2007) has reported that in today’s fast paced high-tech age
businesses use advertising to make prospects aware of their products and
services and to earn profits through increasing their sales and sales turnover.

Kotler and Armstrong (2004) have reported that consumers are bombarded with
more than 1500 commercial messages a day. Consumer awareness grows;
marketers and advertisers are fast learning that in these days when the
consumer is king, nothing but the best would do. Analyzing consumer
behaviour is a costly implementation of sophisticated information technology,
which requires detailed planning and business knowledge for successful
adoption.

Roger (2002) has reported that marketers need to continuously adjust their
behaviours and marketing programs to fit into the targeted markets. In order to
match the marketing mix with consumer preferences, purchasing behaviour and
product use patterns in a potential market, marketers must have a thorough
understanding of the cultural environment of that market.

Ramaswamy (2001) has reported that consumer behaviour has an important

position on the sales of any product. Every business needs to make an analysis
of changing consumer behaviour in relation to their product. The behaviour
pattern depends upon the more number of variables like mindset of consumer,
 52

climate, income level, taste, expectations, desires and environment in which

they purchase. Changing trends caused by economic status have resulted in the
market of the product to purchase. This brings about notable variations in the
behaviour pattern of consumers affecting the marketing actions of any product.

Krishnaswami (2005) has reported that the performance of the toilet soaps
company is based on customer-oriented one. It also depends on the consumer’s
consumption and satisfaction. The customer can be satisfied only when the
right products with the right quality and quantity reach them in the right time
with right price from the company. The availability and advertisement
feedback should be given importance which is very helpful for the marketers
for understanding changing consumer’s behaviour and their expectations while
consuming toilet soaps.

Mosad Zineldin (2005) has reported that in today’s competitive market

characterized by changing customer values, it is extremely difficult to retain
customers to realize long term benefits. All this is possible through creating
awareness among the customers about the various services and facilities offered
to them. The customer continues to be relevant in the next millennium and will
hold the key for success of any organization.

Panandikar (2007) has reported that buying behaviour of customers in weekly

market is different from daily market. In this aspect, different types of buying
behaviour of customers are highlighted.

Nitu Saxena (2009) has reported that numerous products are available in the
market and the customers are confused before buying anyone of the product he
needs it. Before taking a decision to buy a specified product generally a
customer is passing through various stages depending upon the complexity of
the purchase and the buyer’s behaviour. Today marketers must know the real
 53

needs, wants; beliefs and attitudes of the buyers to earn profits under globalize
economy.

Philip (1972) has reported that the consumer is the forgotten man of the modern
Indian Economy. He is the least organized and the most centrifugal element in
the circle of investment, production, sale and consumption and is generally
taken for granted as one who has any how to buy in order to live. They are
unorganized. Consumer includes the buyer, user, hirer or beneficiary of any
goods or services. Consumer orientation is an essential ingredient of marketing.
The marketing concept emphasizes that the marketing policies should be based
on the needs of the consumers and aim in achieving the organized goals
through consumer satisfaction. An alert consumer is an asset to the nation and
by being aware of his rights and responsibilities; he can change the trend from
caveat emptor to caveat venditor. On the whole consumer is the king around
which the Indian economy rotates.

Meenu Agarwal (2006) has reported that consumers use different products right
from birth to death. Entire business is revolving around the customer. He is
considered as the king of any product, but in reality customers are exploited by
the sellers while offering goods and services. Awareness and promotional
measures about consumerism in the minds of consumers will arrest the
exploitation from the sellers.

Kapoor (2005) has reported that Global marketing strategy attempts both to
analyse consumer behaviour and to adopt market as per their behaviour.
Behaviorial analysis is obviously an extremely challenging task. Consumer
behaviour plays a major role as it does in establishing the products reputation
for high and consistent quality which is a key component of building a perfect
market.
 54

Joseph Sirgy (2008) has reported that there are different kinds of people with
different cultures, values and beliefs. Consumers make purchase decision by
considering the countries-of-origin of the brands that they assess which
influences the consumer’s rate, quality and also the brand they select ultimately
because they are aware that a particular firm or brand name is associated with a
particular country. Moreover they tend to have an attitude or preference when
it comes to a particular product being made in a particular country. Therefore
the International marketers have to satisfy the needs of the consumers in
potentially very distinct markets effectively by understanding the similarities
and differences that exist between the people of the countries they decide to
target.

Jamal Uddin (2009) has reported that consumers are the real masters of the
marketing and selling industries by adopting a proper ways and means of
protecting the interest of consumers, the nation could be able to achieve a better
position in globe of consumerism. Moreover the consumers are to be educated
through various laws and measure taken for the protection of them which will
yield a good citizen to the nation.

Dahiya (1999) has reported that Industrial and consumer markets in India have
witnessing many changes driven by globalization and privatization. Production
oriented market has been shifting towards consumer oriented market. An
understanding of brand awareness and consumption pattern could help
economic planners, marketers, producers and Government to find new
opportunities in the market as well as to design their strategies in relation to
national economic planning, advertisement, to generate sources of income,
production and promotion of products.
 55

Hawkins (2003) has reported that consumers are growing more spectacle and
more cynical. So they need fair products. Marketers have good opportunity for
building holistic relationship with consumers and only creative marketers
survive in the crisis. Marketers should analyze global trends and respond to
them in real time if they want to stay in reckoning and time for a bolder
strategy. Marketers should examine the issues relating to predictability,
sustainability, flexibility, risk ability and profitability.

Ramaswamy (2005) has reported that from the marketing point of view, the
market structure in India is dichotomous having rural and urban markets. There
are certain unique characteristic features in rural consumer behaviour which
call for separate marketing strategies to be distinctively developed to suit the
rural and urban market behaviour.

Matin Khan (2001) has reported highly competitive and fragmented media
markets, attracting media buyer’s resources has become more important for
most media companies than ever. Media is affecting every consumer on his
behaviour, lifestyle and also protecting him in the market, even though it has to
develop more towards customer orientation.

Ramsay Iain (2000) has reported that demographic, psychological and social
factors have an impact on the behaviour of the consumers. Consumer’s
attitudes keeps changing but they have needs and wants to purchase goods and
services for their survival. Consumers keep making changes according to their
mode of purchase, quantity of purchase, compromising needs and their
affordability level.

Suja Nair (2004) has reported that in a developing economy like India, it is felt
that plight of the consumers are not different from that of their counterparts in
the rest of the world. Indian consumers are well educated and unable to
 56

comprehend and understand the complex methods of marketing. Every

consumer has individual needs and abilities and it is necessary to find a wide
variety of ways of delivering consumer education messages. With Integrated
Marketing Communication approach educating the consumers can be made
effective and meaningful.

George (2002) has reported that with globalization and greater thrust towards
privatization, along with increased awareness on account of increased
availability of information, today’s consumer has changed radically. The
consumer today wants greater value for the money spent. The need for
empowerment of consumers as a class cannot be over emphasized as the level
of awareness of the consumer has a significant role in determining the way
business is conducted in a country.

Roshan Lal (2009) has reported that consumers’ buying behaviour is not
consistent with their positive attitude towards ethical products. The consumer
feels responsible towards society and expresses these feelings by means of his
purchasing behaviour. There exists proper relationship with ethics and markets.
The responsibility of the corporates exists in moulding the ethical behaviour of
the consumers.

Michael (2009) has reported that beliefs and values are guides for consumer
behaviour and the customs are the usual accepted ways of behaving. There are
different kinds of people with different cultures along with differences in
language, consumption patterns, market segmentation opportunities and market
research conditions. There also exist differences in the perceived benefits of
products and services, criteria for evaluating the products and services and also
differences in the economic and social conditions and family structure.
 57

Keller (1993) has reported that brand preference exists in the toilet soap
industry. Majority of the consumers do not buy whatever is available if a
product is having good value for its price, it will command brand loyalty.
Advertising helps in projecting product quality and value before the consumers.
Majority of the respondents have been selecting brand based on the quality
only. The companies concentrate on the development of the products in order
to modify their strategy which builds a strong relationship with their consumers
in future. Better positioning helps the companies to recall their brand, because
it occupies a special place in the consumer’s mind. The Indian consumer
market is estimated to grow at 13% annual from 322 billion dollars in 2006-07
rising up to 590 billion dollars in 2011-12. Fueled by Indian growing education
and aspiring rational middle class demanding a better retail environment and
more global brands and style leading to a big change in market share from 4%
in 2006-2007 to grow at a 45% to 50% expected to be 16% share by 2011-
2012.

Lokhande (2006) has reported that consumer buys any goods for the purpose of
personal consumption irrespective of the fact whether the consideration is paid
or promised fully or partly. The most common strategy followed is to build
volumes or market share and back it up with larger production bases to achieve
economies of scale and thus cut costs. Customers are seen to prefer soaps with
better features and ready to pay a higher price for that. In the premium end of
the market the product quality is of utmost importance. Companies are also
involved in an intense brand building exercise. They are introducing new
models to face competition which has led to a wider choice for customers.

Agarwal & Teas (2000) has reported that consumers are faced with quality and
product performance uncertainty while choosing among competing products,
hence they rely on cues as extrinsic attributes. Brand, price, package and
warranty are the signals of perceived quality. Colours are important elements
 58

of marketing strategies and they are essential features of packages, especially in

product labels. Labels are one of the most important features of product
packaging and they are designed to communicate a message. Colour
combinations in labels are considered as the extrinsic attributes used as signals
of quality by consumers.

C.B Gupta (2006) has reported that consumer provide the economic rational for
business activity. The data mining technique can ensure the consumer purchase
pattern in the market. Marketers have to meet the preferences of consumers,
because the beliefs are passed down the generations. The market leader will try
to encourage habitual buying behaviors of running frequent reminder
advertising, avoiding out of stock conditions. Challenger firms will encourage
variety seeking by offering lower prices, deals, free samples and advertising
that presents reasons for trying something new. Consumer purchase decisions
will be to buy the most preferred brand. Many purchases involve risk taking.
The marketer must understand the factors that provoke feelings of risk in
consumer and must provide information and support that will reduce the
perceived risk. Buyer motivation, a key component of consumption is the
stimulus inducement or purpose in a certain desire.

Jegan (2009) has reported that retailing is gradually inching its way towards
becoming the next boom industry. The consumer decision making process is a
complex phenomenon. The purchase of goods includes a number of factors
that could affect each decision. Decision making is more complex and even
more important for consumers today than in the past. The consumer’s decision
making styles are price consciousness, quality consciousness, recreational,
confused by over choice, novelty consciousness and variety seeking. Profiling
consumers by their decision-making styles provide more meaningful ways to
identify and understand various consumer segments and to target each segment
with more focused marketing strategies.
 59

Larry and Joan (2009) has reported that consumers interpretations of the soaps
found in reference to price advertisements pointed out that consumer perception
of the credibility and fairness of stated prices is an important factor in overall
satisfaction. Although many marketers assume that the traditional phrases
“regular price” versions “sale price” have the same meaning for all consumers,
this is unlikely given the evidence that perceptions of marketing stimuli vary
widely among consumers.

G.K Kapoor (2008) has reported that with the advent of liberalization in 1991,
the Indian economy has opened up and the consumption patterns of an average
Indian consumer have drastically changed. Moreover the world also entered
into our homes in 1991 through cable and satellite televisions. The incomes
were increasing during this period, and with the availability of credit the
tendency to consume by consumers increased. The last decade had been a boon
for the Indian consumer with the availability of choices across all major product
categories.

Noor Jahan (2009) has reported that malls in India are a relatively new format
for retailing. Malls are coming up across several cities in India. We have
around 220 malls in our country and there is going to be 600 malls by 2010.
Malls are called gigantic amusement parks for the middle class in metros. The
secret of the success of the mall lies in its mass appeal like it has something on
offer for everyone in the family. There is a wide range of shopping
experiences, bargains and discounts or high-end brands for couples, gaming and
other amusement facilities for kids a large choice of cuisines for family needs
and also the multiplex theatres. Bangalore is a great place for window
shopping. It is famous for the shopping malls which have some of the finest
and biggest malls in India like the Forum, Garuda and Bangalore Central etc.
Large numbers of customers visit daily to purchase different kinds of products
especially consumer goods wherein they will have wide variety of products and
 60

the opportunity to evaluate and select the best product according to their needs,
tastes, preferences, likes, and dislikes etc. which help them in taking sound
consumption decisions.

Susan Fournier (1998) has reported that consumers often judge the quality of a
product on the basis of a variety of informational cues; some are intrinsic to the
product like colour, size, aroma etc. while others are extrinsic like price, store
image, brand image, service environment etc. In the absence of direct
experience or other information, consumers often rely on price as an indicator
of quality. The images of retail stores influence the perceived quality of
products they carry, as well as the decisions of consumers as to where to shop.
Consumer behaviour of toilet soaps is influenced by demographics, lifestyle,
personality, motivation, knowledge, attitudes, beliefs and feelings. It is
concerned with consumer needs and consumer actions in the direction of
satisfying needs which leads to the behaviour of every individual depending on
thinking process. It is also influenced by culture, sub-culture, locality, royalty,
ethnicity, family, social class, reference groups, lifestyle and marketing mix
factors.

The consumer will be the decisive factor in all the activities which will revolve
around him. Starting from production, marketing, delivery, pricing all the
facets of business will have consumer as the focus. It is imperative from this
that the consumer behaviour will be crucial factor to determine all the activities.
It is important to understand as to what influences a customer to buy the
product and whether he is satisfied with the same product or not. Thus
understanding of consumer behaviour is of paramount importance in the present
scenario in order to stay ahead in the competition and to gain competitive
advantages in the modern competitive and contemporary business world.
 61

OBJECTIVE OF THE PRESENT WORK

The basic idea of the Research is to survey the behaviour of the

consumers while consuming the toilet soaps in the market and how they
utilize the marketing skills and applications in making consumption
decisions.

The Objectives of the Research is to study the problems related to the

following:

a. To find out the attitudes of consumers towards toilet soaps.

b. To find out the tastes and preferences of the consumers towards

branded soaps.

c. To find out which price slots are convenient to buy.

d. To analyse the competitors activities in selling products in

consumer market.

e. To find out the importance of retailers in the consumer market.

f. To find out which factors play a major role for toilet soaps in
consumer market.

g. To find out which of the advertising media course helps to know

consumers about the toilet soaps.

h. To understand the purchase habits of the end consumers and

the factors which influence their purchase habits.
 62

EXPERIMENTAL WORK

The subject matter has been briefly discussed in the introduction to the
Synopsis. Also it will brief the behaviour of consumers with respect to
toilet soaps in the present market scenario with specific reference to
Bangalore City.

Research Methodology

Research Methodology is a way to systematically solve the research

problems allotting procedure, steps of plan. It explains the various steps
that are generally adopted by the researcher in studying the research
problem along with logic behind them. It will brief the behaviour of the
consumers with respect to toilet soaps in the present market scenario
with specific reference to Bangalore City.

Research Components
• Research Design
• Sampling Technique
• Instrument for data collection
• Questionnaire Design
• Research Tools

Need for the Present Study

The consumer market scenario is undergoing a rapid change. The Indian
government policies and programs are changing the present consumer’s
life style, literacy level, consumption expenditure and communication.
The present study is undertaken particularly to understand the consumers,
their attitudes, characteristics, tastes, preferences and also understand the
importance of retailers.
 63

Data Base

Primary Data
The primary data will be collected through the questionnaire and personal
interviews with the ultimate consumers.

Secondary data
The Secondary data is collected from newspapers, magazines, trade
journals, brochures, catalogues and other published records of consumer
goods

Tools and Techniques for analysis

The data will be collected through interview and questionnaires to be
analysed by using the different statistical tools and techniques for
analysis

Hypothesis

H1. Changes effecting the Consumer Needs, Tastes and Preferences that
play a significant role in Consumption Decisions.

H2. Changes affecting the Market Environment, which play a significant

role in the behaviour of the Consumers.

H3. The Consumers Protection Act on Consumers brings about some

positive changes in the behaviour of the Consumers.

H4. There is a significant improvement in the quality of goods, after the

assessment made by the ISI and AGMARK.
 64

Selection of Sample

Market research will be done and conclusions will be drawn about large
group of consumers by studying a sample of the total consumer
population. A sample is segmented of the population selected to present
the population’s whole / ideally the sample will be representative so that
the research can make accurate estimates of thought and behaviour of the
larger population.

Designing sample requires three things to be done:

• Deciding who is to be surveyed (Deciding Sample Unit) – Urban

Consumers in Bangalore City.
• How many people should be surveyed (Deciding Sample Size) –
400 Urban Consumers.
• How many people in the sample to be chosen (Deciding about
sampling procedure) – 400 urban consumers will be chosen in the
sample.
The type of sample design used by me in the survey was that of
Non - Probability Quota sampling method since the sample will
be chosen at random.

Hence this study was dealt with stratified random tool, which is one of
the popular methods of sampling.

Stratified random sampling is generally applied in order to obtain a

representative sample. Here under stratified random sampling method
the population is divided into different sub-populations called “Strata”
which are more homogeneous than the total population and then we select
items from each stratum to constitute a sample. Since each stratum is
 65

more homogeneous than the total population, we are able to get more
precise estimates for each stratum and by estimating more accurately
each of the component parts; we get a better estimate of the whole, which
results in more reliable and detailed information.

Stratified random sampling requires three things to be done:

1. Forming of Strata – Strata are formed on the basis of common

characteristics of the items to be put in each stratum. There has to
be relationship between the characteristics of the population and
the characteristics to be estimated which are normally used to
define the strata. Here in this study the strata are formed taking
into consideration the urban consumers in the Bangalore city
wherein the Bangalore city will be sub-divided into 4 stratums
namely (Bangalore East, Bangalore West, Bangalore North &
Bangalore South). Each stratum is divided equally and will have
100 urban consumers each. In each stratum there will be domains
and parameters, which are again equally divided like:

Age: Below 20 years; Between 20 – 40 yrs; Between 40 – 60 yrs;

60 years & Above

Sex: Male/ Female

Income: Between Rs.25, 000 – 50, 000 ; Between Rs.50, 000 –

Rs.1Lakh Between Rs.1 Lakh – 2 Lakhs; Between Rs.2
Lakhs & above.
 66

2. Selection of Items from each Stratum – Here in this study simple

random tool is used for selection of items for the sample from each
stratum, which gives more reliable and appropriate informations.

3. Allocation of sample size of each Stratum – Here in this study the

method of proportional allocation is followed wherein which the
sizes of the samples from the different strata are kept proportional
to the sizes of the strata. This method is used when the cost of
selecting an item is equal for each stratum, there is no difference in
within-stratum variances and the purpose of sampling happens to
be the estimate of the population value of some characteristic.

Primary Data will be collected through the questionnaire and personal

interviews with the consumers, which assures greater degree of accuracy
and reliability as it comes straight from the respondents.

Secondary Data will be collected through Newspapers, Magazines and

trade journals, brochures, catalogues and other documents are also helpful
for gathering secondary data.
 67

Limitations of the Research

a) The time available at disposal of the research was limited for an

Independent Study.

b) Since the universe of the survey was quite large, it was not feasible
for the Interviewer to cover all the customers of the city

c) Respondents lack of time to give information and casual attitudes.

d) The study was only limited to Bangalore City.

 68

DATA ANALYSIS AND INTERPRETATION

Frequency Tables

Table 1.1
Frequency for Gender

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Female 200 50.0 50.0 50.0

Male 200 50.0 50.0 100.0

Total 400 100.0 100.0

Inference: Equal number of male and female respondents were chosen for the
Study.

GENDER

50 50
Male
Female
 69

Table 1.2
Frequency for Occupation

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Business 56 14.0 14.0 14.0

Housewife 61 15.3 15.3 29.3

Student 88 22.0 22.0 51.3

Service 70 17.5 17.5 68.8

Professional 67 16.8 16.8 85.5

Others 58 14.5 14.5 100.0

Total 400 100.0 100.0

Inference: There was more or less equal representation from the various
occupations in the study, with highest representation from the
Students (22%).

OCCUPATION

14.5 14

Valid Business
16.8 15.3
Housewife
Student
Service
17.5 22 Professional
Others
 70

Table 1.3
Frequency for Income

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Rs 25000 to Rs 50000 202 50.5 50.5 50.5

Rs 50001 to Rs 79 19.8 19.8 70.3

100000

Rs 100001 to Rs 68 17.0 17.0 87.3

200000

Rs 200001and above 51 12.8 12.8 100.0

Total 400 100.0 100.0

Inference: 50% of the respondents belong to the first income group.

There is least representation from the highest income group.

INCOME

12.8

17
50.5 Rs.25000-50000
Rs.50001-100000
Rs.1000001-200000
19.8
Rs.2000001 & above
 71

Table 1.4
Frequency for following measures laid down by the government by
Consumer goods manufacturers

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid All measures 139 34.8 34.8 34.8

Few important 186 46.4 4 80.8

measures

None of the measures 75 18.8 18.8 99.5

Total 400 100.0 100.0

Inference: Consumer goods manufacturers seem to be following

few important measures (46%) or all the measures (35%).
 72

Table 1.5
Brands that come to their mind about Toilet soaps

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Ganga 83 20.8 20.8 20.8

Lux 86 21.5 21.5 42.3

Nirma 57 14.3 14.3 56.5

Camay 52 13.0 13.0 69.5

Lifebuoy 62 15.5 15.5 85.0

Others 60 15.0 15.0 100.0

Total 400 100.0 100.0

Inference: The top of mind recall is for Ganga and Lux (21%).
Camay and Nirma show lower recall (13 to 14%).

BRANDS

15.5 20.8
Ganga
15.5
Lux
Nirma
21.5
Camay
13
Lifebuoy
14.3
Others
 73

Table 1.6

Frequency of what they like about the brand

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Colors 75 18.8 18.8 18.8

Perfume 189 47.3 47.3 66.0

Size 80 20.0 20.0 86.0

Shape 56 14.0 14.0 100.0

Total 400 100.0 100.0

Inference: The perfume seems to be the most important factor that they like
about the brand (47%). The least important seems to be
shape (14%).
 74

Table 1.7
Frequency for the Preferred Brand

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Ganga 75 18.8 18.8 18.8

Lux 83 20.8 20.8 39.5

Nirma 58 14.5 14.5 54.0

Camay 49 12.3 12.3 66.3

Lifebuoy 73 18.3 18.3 84.5

Others 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: The preferred brand is Lux (21%). The least preferred is Camay
(12%).

PREFERRED BRANDS

15.5 18.8

Ganga
18.3 Lux
20.8 Nirma
Camay
12.3 Lifebuoy
14.5
Others
 75

Table 1.8
Factors influencing purchase of toilet soap

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid T.V. Ads 146 36.5 36.5 36.5

Suggestions by 29 7.3 7.3 43.8

Retailers

Radio Ads 67 16.8 16.8 60.5

Suggestions by 18 4.5 4.5 65.0

Friends

Print Ads 76 19.0 19.0 84.0

Others 64 16.0 16.0 100.0

Total 400 100.0 100.0

Inference: T.V ads are the biggest influence on purchase of toilet soaps
(36.5%). Friends have the least influence on the purchase (4.5%).

PURCHASE OF TOILET SOAP

16
36.5 TV Aids
Suggestions by Retailers
19
Radio Ads

4.5 Suggestions by Friends

7.3
16.8 Print Ads
Others
 76

Table 1.9
Frequency of what the toilet soap gives the respondent

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Recognition 63 15.8 15.8 15.8

Value for 135 33.8 33.8 49.5

money

Satisfaction 125 31.3 31.3 80.8

Any others 77 19.0 19.0 100

Total 400 100.0 100.0

Inference: Value for money and satisfaction are the two important factors
according to the respondents.

WHAT TOILET SOAP GIVES

19 15.8

Recognition
Value for money
33.8
31.3 Satisfaction
Any others
 77

Table 1.10
Frequency of basis for selection of brand

Valid
Particulars Frequency Percent Percent Cumulative Percent

Valid Popularity 105 26.3 26.3 26.3

Image 49 12.3 12.3 38.5

Brand name 168 42.0 42.0 80.5

Availability 78 19.5 19.5 100.0

Total 400 100.0 100.0

Inference: Brand name followed by popularity is the most frequent basis of

selection of brand

BASIS OF SELECTION

19.5 26.3

Popularity
Image
12.3
Brand name
42 Availability
 78

Table 1.12
Frequency of part of Bangalore city respondent belong to

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Bangalore East 101 25.3 25.3 25.3

Bangalore 101 25.3 25.3 50.5

North

Bangalore 98 24.5 24.5 75.0

West

Bangalore 100 25.0 25.0 100.0

South

Total 400 100.0 100.0

Inference: Sample has been chosen more or less equally from all parts
of the city.

AREA OF RESIDENCE

25 25.3

Bangalore East
Bangalore North
Bangalore West
24.5 25.3
Bangalore South
 79

Tale 1.13
Frequency of type of Consumer Goods purchased

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Local 76 19.0 19.0 19.0

Branded 324 81.0 81.0 100.0

Total 400 100.0 100.0

Inference: 81% prefer branded goods as compared to local goods.

CUSTOMER PREFERENCE
0 0

19

Local
Branded
81
 80

Table 1.14
Frequency of price sensitivity of respondent

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid No 106 26.5 26.5 26.5

To some extent 235 58.8 58.8 85.3

Yes 59 14.8 14.8 100.0

Total 400 100.0 100.0

Inference: 59% of respondents are price sensitive ‘to some extent’.

PRICE SENSITIVITY

14.8
26.5

No
To some extent
Yes
58.8
 81

Table 1.15
Frequency of second opinion for consumption decision

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid No 86 21.5 21.5 21.5

To some 284 71.0 71.0 92.5

extent

Yes 30 7.5 7.5 100.0

Total 400 100.0 100.0

Inference: 71% go for second opinion while taking consumption decision

SECOND OPINION
0

7.5
21.5

No
To some extent
Yes
71
 82

Table 1.16
Frequency of purchase of same versus different brand

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid No, I go in for 143 35.8 35.8 35.8

different brands

Yes, I purchase the 257 64.3 64.3 100.0

same brands again

Total 400 100.0 100.0

Inference: 64.3% purchase the same brand again.

PURCAHSE OF SAME V/S DIFFERENT

BRAND

35.8
No, I go in for different brands

64.3
Yes, I purchases the same
brands again
 83

Table 1.17
Frequency of reasons for looking for a different brand

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Qualities of new brand 185 46.3 46.3 46.3

Not satisfied with the 70 17.5 17.5 63.8

previous brand

On impulse 41 10.3 10.3 74.0

New in the market 104 26.0 26.0 100.0

Total 400 100.0 100.0

Inference: 46.3% look for a new brand because of the qualities and 26% look
for a new brand because it is new in the market.

REASONS FOR LOOKING FOR A

DIFFERENT BRAND

26.3
46.3 Valid qualities of new brand

10.3 Not satisfied brand

On impulse
17.5 New in the market
 84

Table 1.18
Frequency of shopping behaviour

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Alone 164 41.0 41.0 41.0

With friends 98 24.5 24.5 65.5

With members of 60 15.0 15.0 80.5

opposite sex

With family 78 19.5 19.5 100.0

Total 400 100.0 100.0

Inference: 41% shop alone, 24.5% with friends, and 19.5% with family.

SHOPPING BEHAVIOUR

19.5
41
Alone
15
With friends
With members of opposite sex
24.5 With family
 85

Table 1.19
Frequency of reasons for shopping behaviour

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Gives you a second 82 20.5 20.5 20.5

opinion
Their choice would be 60 15.0 15.0 35.5
the best for me
I don’t like going 93 23.3 23.3 58.8
alone
Any Other 165 41.3 41.3 100.0

Total 400 100.0 100.0

Inference: People, who shop with friends or family, do so because they don’t
like going alone (23.3%) or they want a second opinion (20.5%).

REASONS FOR SHOPPING BEHAVIOUR

20.5 Gives you a second option

41.3
Their choice would be the
15 best for me
I don’t like going alone
23.3
Any other
 86

Table 1.20
Frequency of Influences on Purchase Decision

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Family 31 7.8 7.8 7.8

Friends 60 15.0 15.0 22.8

Price 27 6.8 6.8 29.5

Quality 144 36.0 36.0 65.5

Colour 10 2.5 2.5 68.0

Any other 128 32.0 32.0 100.0

Total 400 100.0 100.0

Inference: 36% are influenced by the ‘quality’ in purchase decision.

INFLUENCE ON PURCHASE DECISION

7.8
32 15
Family

6.8 Friends
Price
2.5 Quality
Colour
36
Any other
 87

Table 1.21
Frequency of Impact of Discounts/Free Gifts on Purchase
Decision

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid No 107 26.8 26.8 26.8

Yes 293 73.3 73.3 100.0

Total 400 100.0 100.0

Inference: 73.3% are influenced by Discounts/free gifts, when making

their purchase decision

IMPACTS OF DISCOUNTS

26.8

No
Yes
73.3
 88

Table 1.22
Frequency of Trend Setters in Toilet Soaps

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Film stars 95 23.8 23.8 23.8

Business 73 18.3 18.3 42.0

Celebrities

Fashion models 73 18.3 18.3 60.3

Politicians 43 10.8 10.8 71.0

Sports models 68 17.0 17.0 88.0

Any other 48 12.0 12.0 100.0

Total 400 100.0 100.0

Inference: Filmstars (23.8%) are the most important Trend Setters. This is
followed by Business Celebrities (18.3%) and Fashion
Models (18.3%).

TREND SETTERS

12
23.8 Film stars
17
BusinessBusiness celebrities
Fashion models
10.8 18.3
Politicians
18.3 Sports models
Any other
 89

Table 1.28
Frequency of Source of Knowledge about latest brands and trends

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Television 118 29.5 29.5 29.5

Advertisements 130 32.5 32.5 62.0

Films 11 2.8 2.8 64.8

Window 41 10.3 10.3 75.0

shopping

Friends 29 7.3 7.3 82.3

Any other 71 17.8 17.8 100.0

Total 400 100.0 100.0

Inference: Advertisements (32.5%) followed by Television (29.5%) are the

main Sources of Knowledge about latest brands and trends.

SOURCE OF KNOWLEDGE

17.8
29.5
Television
7.3
Advertisements
10.3 Films
Window shopping

32.5 Friends
2.8
Any other
 90

Table 1.29
Frequency of whether they look up to anybody for cues
and style

Partic Valid Cumulative

ulars Frequency Percent Percent Percent

Valid No 309 77.3 77.3 77.3

Yes 91 22.8 22.8 100.0

Total 400 100.0 100.0

Inference: 77.3% look up to others for cues and style.

LOOK UP TO ANYBODY FOR CUES AND

STYLE
0 0

22.8

No
Yes
77.3
 91

Table 1.39
Frequency of Behavior of Respondents

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Stay the way you are 131 32.8 32.8 32.8

Make minimal 210 52.5 52.5 85.3

changes
Won't care 59 14.8 14.8 100

Total 400 100.0 100.0

Inference: Most of the people seem to make minimal changes (52.5%) and
least people don’t care (32.8%).

BEHAVIOUR OF RESPONDENTS

14.8
32.8

Stay the way you are

Make minimal changes

52.5 Won't care

 92

Table 1.40
Frequency of Reason for Choosing a Celebrity

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Dresses well 59 14.8 14.8 14.8

Humorous 105 26.3 26.3 41.0

Helpful 71 17.8 17.8 58.8

Flexible 67 16.8 16.8 75.5

Macho 50 12.5 12.5 88.0

Any other 48 12.0 12.0 100.0

Total 400 100.0 100.0

Inference: Most of the people choose celebrity because of their humour nature
followed by their helping nature.

CHOOSING CELEBRITY

12 14.8
12.5 Dresses well
Humerous
26.3
Helpful
16.8
Flexible
Macho
17.8
Any other
 93

Table 1.41
Frequency of Political Inclination

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Conservative 81 20.3 20.3 20.3

Moderate 276 69.0 69.0 89.3

Liberal 43 10.8 10.8 100.0

Total 400 100.0 100.0

Inference: Most of the samples describe themselves moderately (69%) in

terms of political inclination and least of them describe themselves
liberal (10.8%)

POLITICAL INCLINATION
0

10.8 20.3

Conservative
Moderate
Liberal
69
 94

Table 1.42
Frequency of reasons for changing the Toilet Soap Brands

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid High price 53 13.3 13.3 13.3

Poor quality 176 44.0 44.0 57.3

Poor response 132 33.0 33.0 90.3

Any other 39 9.8 9.8 100.0

Total 400 100.0 100.0

Inference: Most of the people change their soap brand due to poor quality
(44%) followed by poor response (33%)

REASONS FOR CHANGING

9.8 13.3

High price
33
Poor quality

44 Poor response
Any other
 95

Table 1.43
Frequency of whether the Respondents buy their own
Toilet Soap

Partic Valid Cumulative

ulars Frequency Percent Percent Percent

Valid No 58 14.5 14.5 14.5

Yes 342 85.5 85.5 100.0

Total 400 100.0 100.0

Inference: People seem to buy their own toilet soap in majority (85.5%).

WHETHER THEY BUY THEIR OWN SOAP

0 0

14.5

No
Yes

85.5
 96

Table 1.44
Frequency of Outlet from where the Toilet Soap is purchased

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Chemist 105 26.3 26.3 26.3

Grocer 82 20.5 20.5 46.8

Self service store 66 16.5 16.5 63.3

General provision 125 31.3 31.3 94.5

store
Others 22 5.5 5.5 100.0

Total 400 100.0 100.0

Inference: General provision stores seem to be the major outlet from where
people purchase their toilet soap (31%) followed by buying from a
chemist (26%).

PLACE OF PURCHASE

5.5
26.3
31.3 Chemist
Grocer
Self service store
20.5
general provision store
16.5
Others
 97

Table 1.45
Frequency of Duration of using the Current Brand of Toilet Soap

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Less than 6 52 13.0 13.0 13.0

months

6-12 months 227 56.8 56.8 69.8

2 years 63 15.8 15.8 85.5

3 years 31 7.8 7.8 93.3

4 years 16 4.0 4.0 97.3

Above 4 years 11 2.8 2.8 100.0

Total 400 100.0 100.0

Inference: Most of the people use the current brand between six to twelve
months (57%) and least use the brand more than four years (3%).

DURATION OF USAGE

2.8

4 13
7.8
Less than 6 months
15.8 6-12 months
2 years
3 years
56.8
4 years
Above 4 years
 98

Table 1.46
Frequency of Elements of the Advertisement that are recalled

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Theme 95 23.8 23.8 23.8

Celebrity 116 29.0 29.0 52.8

Music 113 28.3 28.3 81.0

Slice of life 76 19.0 19.0 100.0

Total 400 100.0 100.0

Inference: Most choose celebrity as the important element, which is recalled

during buying of toilet soap.

ELEMENTS OF ADVERTISEMENTS THAT

ARE RECALLED

19 23.8

Theme
Celebrity
28.3
Music
29
Slice of life
 99

Table 1.47
Importance of ‘Range of Colours to choose from’

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Not at all important 6 1.5 1.5 1.5

Somewhat 25 6.3 6.3 7.8

unimportant

Undecided 223 55.8 55.8 63.5

Somewhat 110 27.5 27.5 91.0

important

Very Important 36 9.0 9.0 100.0

Total 400 100.0 100.0

Inference: Most of the people are undecided about the importance of range of
colours to choose the product (56%) and least considers that it is
not at all important.

IMPORTANCE OF RANGE OF COLOURS

1.5
9 6.3

Not at all important

27.5
Somewhat unimportant
Undecided
55.8
Somewhat important
Very important
 100

Table 1.48
Importance of ‘price’

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Not at all important 1 .3 .3 .3

Somewhat 7 1.8 1.8 2.0

unimportant

Undecided 79 19.8 19.8 21.8

Somewhat 225 56.3 56.3 78.0

important

Very Important 88 22.0 22.0 100.0

Total 400 100.0 100.0

Inference: Price seems to be a somewhat important factor (56%) in choosing

the brand.

IMPORTANCE OF PRICE

1.8

22 3
19.8
Not at all important
Somewhat unimportant
Undecided
Somewhat important
56.3
Very important
 101

Table 1.49
Importance of ‘Attractive Packaging’

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Somewhat 15 3.8 3.8 3.8

unimportant

Undecided 127 31.8 31.8 35.5

Somewhat 192 48.0 48.0 83.5

important

Very Important 66 16.5 16.5 100.0

Total 400 100.0 100.0

Inference: Packaging is accepted to be a somewhat important factor (48%)

which influences consumer’s buying decision.

ATTRACTIVE PACKAGE

16.5 3.8

31.8
Somewhat unimportant
Undecided
Somewhat important
48
Very important
 102

Table 1.50
Importance of ‘Free offers on Purchase of the Toilet Soap’

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Somewhat 5 1.3 1.3 1.3

unimportant

Undecided 63 15.8 15.8 17.0

Somewhat 183 45.8 45.8 62.8

important

Very Important 149 37.3 37.3 100.0

Total 400 100.0 100.0

Inference: Most of the people consider the free offers during purchase is
supposed to be somewhat important factor (46%) and least think
that it is less unimportant factor (1%) which affects buying
behavior

FREE OFFERS ON TOILET SOAP

1.3

15.8
37.3
Somewhat unimportant
Undecided
Somewhat important
45.8
Very important
 103

Table 1.51
Importance of ‘Overall Attractiveness of the Toilet Soap’

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Not at all important 2 .5 .5 .5

Somewhat 23 5.8 5.8 6.3

unimportant

Undecided 98 24.5 24.5 30.8

Somewhat 165 41.3 41.3 72.0

important

Very Important 112 28.0 28.0 100.0

Total 400 100.0 100.0

Inference: Overall attractiveness of the product seems to be a somewhat

important factor (41%) in making buying decision of the
toilet soap.

OVERALL ATTRACTIVENESS OF TOILET

SOAP
0.5
5.8
28
24.5 Not at all important
Somewhat unimportant
Undecided
Somewhat important
41.3
Very important
 104

Table 1.52
Influence of Shop Owner on Purchase

Partic Valid Cumulative

ulars Frequency Percent Percent Percent

Valid No 97 24.3 24.3 24.3

Yes 303 75.8 75.8 100.0

Total 400 100.0 100.0

Inference: Most people (76%) accepts the influence of shop keepers

in their buying process

SHOP OWNER'S INFLUENCE

0 0

24.3

No
Yes
75.8
 105

Table 1.53
Ways in which Shop Owner Assists Purchase
Valid Cumulative
Particulars Frequency Percent Percent Percent
Valid Shows all toilet soaps 196 49.1 49.1 49.1
Suggests toilet soaps 40 10.0 10.0 59.1
brands
Suggests useful 39 9.8 9.8 68.8
attributes
Gives price 81 20.3 20.3 89.0
information
Others 44 11.0 11.0 100.0
Total 400 100.0 100.0

Inference: Shopkeeper seems to help by showing all toilet soaps to the

customer (49%) and least people told that they suggest useful
attributes.
 106

Table 1.54
Whether they know other products with the same brand
name

Partic Valid Cumulative

ulars Frequency Percent Percent Percent

Valid No 296 74.0 74.0 74.0

Yes 104 26.0 26.0 100.0

Total 400 100.0 100.0

Inference: Most of the people (74%) don’t know other products

with the same brand name
 107

Table 1.55
Whether they buy other products of same brand name

Partic Valid Cumulative

ulars Frequency Percent Percent Percent

Valid No 338 84.5 84.5 84.5

Yes 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: Most of the people (85%) don’t buy other products under
the same brand name
 108

Table 1.56
What the respondent will do in the future

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid I will continue to buy 270 67.5 67.5 67.5

the same toilet soap

try a new toilet soap 78 19.5 19.5 87.0

that comes in the
market

Go back to my old 52 13.0 13.0 100.0

toilet soap

Total 400 100.0 100.0

Inference: Most of the respondents (68%) seem to continue the same toilet
soap followed by a proportion of people who are interested to try a
new brand (20%).

WHAT THEY WILL DO IN THE FUTURE

13
I will continue to buy the same
19.5 toilet soap
Try a new toilet soap that
67.5 comes in the market
Go back to my old toilet soap
 109

Table 1.57
Is the current brand effective than previous brand

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Strongly disagree 12 3.0 3.0 3.0

Somewhat disagree 39 9.8 9.8 12.8

Neither agree nor 94 23.5 23.5 36.3

disagree

Somewhat agree 202 50.5 50.5 86.8

Strongly agree 53 13.3 13.3 100.0

Total 400 100.0 100.0

Inference: Most people seem to agree somewhat (51%) that the current brand
is better than the previous brand and least (3%) strongly disagrees
the fact

IS THE CURRENT BRAND EFFECTIVE THAN

PREVIOUS BRAND

13.3 3 9.8
Strongly disagree
23.5
Somewhat disagree
Neither agree nor disagree
50.5 Somewhat agree
Strongly agree
 110

Table 1.58
Do you trust current brand than the previous brand?

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Strongly disagree 10 2.5 2.5 2.5

Somewhat disagree 35 8.8 8.8 11.3

Neither agree nor 121 30.3 30.3 41.5

disagree

Somewhat agree 172 43.0 43.0 84.5

Strongly agree 62 15.5 15.5 100.0

Total 400 100.0 100.0

Inference: 43% of the respondents agree somewhat that they trust the current
product and 2.5% strongly disagrees that they trust the current brand.

DO YOU TRUST CURRENT BRAND THAN

THE PREVIOUS BRAND
2.5

15.5 8.8
Strongly disagree
30.3 Somewhat disagree
Neither agree nor disagree
43 Somewhat agree
Strongly agree
 111

Table 1.59
Is the current brand name well known

Valid Cumulative
Particulars Frequency Percent Percent Percent

Valid Strongly disagree 8 2.0 2.0 2.0

Somewhat disagree 25 6.3 6.3 8.3

Neither agree nor 132 33.0 33.0 41.3

disagree

Somewhat agree 175 43.8 43.8 85.0

Strongly agree 60 15.0 15.0 100.0

Total 400 100.0 100.0

Inference: Nearly half of the sample (44%) agrees somewhat that their brand is
well known and least of them (2%) disagrees that their brand is well
known.

IS THE CURRENT BRAND WELL KNOWN

15 2 6.3

Strongly disagree
33 Somewhat disagree
Neither agree nor disagree
43.8
Somewhat agree
Strongly agree
 112

Kruskal-Wallis Test
TABLE 2.1

Ranks
Mean
Age Interval N Rank
KmProduct 18-25 years 69 184.77
26-35 years 85 199.52
36-45 years 80 197.41
46-55 years 76 211.60
56-65 years 67 209.66
66 - 70 years 23 198.67
Total 400
KmStyle 18-25 years 69 202.38
26-35 years 85 196.77
36-45 years 80 181.44
46-55 years 76 208.52
56-65 years 67 211.68
66 - 70 years 23 215.87
Total 400
KmDesign 18-25 years 69 187.17
26-35 years 85 194.96
36-45 years 80 182.12
46-55 years 76 226.72
56-65 years 67 211.77
66 - 70 years 23 205.41
Total 400
KmColour 18-25 years 69 190.85
26-35 years 85 193.39
36-45 years 80 197.84
46-55 years 76 210.17
56-65 years 67 214.12
66 - 70 years 23 193.35
Total 400
 113

KmPrice 18-25 years 69 232.06

26-35 years 85 205.46
36-45 years 80 176.78
46-55 years 76 199.16
56-65 years 67 200.91
66 - 70 years 23 173.24
Total 400
KmBrandname 18-25 years 69 189.16
26-35 years 85 192.64
36-45 years 80 204.14
46-55 years 76 204.22
56-65 years 67 213.31
66 - 70 years 23 201.26
Total 400
KmQuality 18-25 years 69 191.83
26-35 years 85 196.45
36-45 years 80 203.59
46-55 years 76 199.38
56-65 years 67 192.92
66 - 70 years 23 256.50
Total 400
KmAvailability 18-25 years 69 209.23
26-35 years 85 216.09
36-45 years 80 193.01
46-55 years 76 183.36
56-65 years 67 202.89
66 - 70 years 23 192.41
Total 400
KmInternationalfa 18-25 years 69 190.81
shion 26-35 years 85 226.19
36-45 years 80 183.83
46-55 years 76 192.11
56-65 years 67 207.52
66 - 70 years 23 199.87
Total 400
 114

Test Statisticsa,b

Km Km Km Km Km Km Km
Product Style Design Colour Price Brandname Quality

Chi-Square 2.564 3.877 8.038 2.503 10.427 2.179 7.484

Df 5 5 5 5 5 5 5
Asymp. .767 .567 .154 .776 .064 .824 .187
Sig.

a. Kruskal Wallis Test

b. Grouping Variable: Age Interval

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 4.421 7.550

Df 5 5
Asymp. .490 .183
Sig.

a. Kruskal Wallis Test

b. Grouping Variable: Age Interval
 115

AGE-PRODUCT

NULL HYPHOTHESIS: There is a significant relation between age and

product.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.767) is greater than
(0.05).
INFERENCE: There is a significant relation between age and product .The
sample with age group of 46-55 yrs are more specific about the product.

AGE-STYLE

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.567) is greater than
(0.05).
INFERENCE: There is a significant relation between age and style preference.
People with age group of 66-70 seem to be more fascinated by the style of the
soap.
 116

AGE-DESIGN

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.154) is greater than
(0.05).
INFERENCE: There is a significant relation between age and style preference.
People with age group of 46-55 seem to be more fascinated by the design of the
soap.

AGE-COLOUR

NULL HYPHOTHESIS: There is a significant relation between age and colour

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.776) is greater than
(0.05).
INFERENCE: There is a significant relation between age and colour
preference. People with age group of 56-65 seem to be more fascinated by the
colour of the soap.
 117

AGE-PRICE

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.064) is greater than
(0.05).
INFERENCE: There is a significant relation between age and style preference
People with age group of 18-25 seem to be more concerned with price of the
soap.

AGE-BRAND NAME

NULL HYPHOTHESIS: There is a significant relation between age and brand

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.824) is greater than
(0.05).
INFERENCE: There is a significant relation between age and brand preference.
People with age group of 56-65 seem to be more concerned with brand image
of the soap.
 118

AGE-QUALITY

NULL HYPHOTHESIS: There is a significant relation between age and quality

of the soap.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.187) is greater than
(0.05).
INFERENCE: There is a significant relation between age and quality of the
soap. People with age group of 66-70 seem to be more concerned with quality
of the soap.

AGE-AVAILABILITY

NULL HYPHOTHESIS: There is a significant relation between age and buying

available brand.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.490) is greater than
(0.05).
INFERENCE: There is a significant relation between age and buying available
brand.
People with age group of 18-25 seem to buy soaps based on the availability of
the soap in the outlet.
 119

AGE-INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is a significant relation between age and style

preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.183) is greater than
(0.05).
INFERENCE: There is a significant relation between age and style preference.
People with age group of 26-35 seem to be more concerned with international
fashion of the soap.
 120

Kruskal-Wallis Test
Ranks
Mean
Income N Rank
KmProduct Rs 25000 to Rs 50000 202 185.25
Rs 50001 to Rs 79 188.04
100000
Rs 100001 to Rs 68 230.14
200000
Rs 200001and above 51 240.71
Total 400
KmStyle Rs 25000 to Rs 50000 202 183.25
Rs 50001 to Rs 79 190.32
100000
Rs 100001 to Rs 68 225.78
200000
Rs 200001and above 51 250.88
Total 400
KmDesign Rs 25000 to Rs 50000 202 191.96
Rs 50001 to Rs 79 216.27
100000
Rs 100001 to Rs 68 197.60
200000
Rs 200001and above 51 213.75
Total 400
KmColour Rs 25000 to Rs 50000 202 189.98
Rs 50001 to Rs 79 227.47
100000
Rs 100001 to Rs 68 204.55
200000
Rs 200001and above 51 194.98
Total 400
 121

KmPrice Rs 25000 to Rs 50000 202 207.26

Rs 50001 to Rs 79 184.18
100000
Rs 100001 to Rs 68 207.44
200000
Rs 200001and above 51 189.75
Total 400
KmBrandname Rs 25000 to Rs 50000 202 186.91
Rs 50001 to Rs 79 191.90
100000
Rs 100001 to Rs 68 223.98
200000
Rs 200001and above 51 236.34
Total 400
KmQuality Rs 25000 to Rs 50000 202 197.00
Rs 50001 to Rs 79 190.34
100000
Rs 100001 to Rs 68 213.18
200000
Rs 200001and above 51 213.19
Total 400
KmAvailability Rs 25000 to Rs 50000 202 206.04
Rs 50001 to Rs 79 194.08
100000
Rs 100001 to Rs 68 204.07
200000
Rs 200001and above 51 183.75
Total 400
KmInternational Rs 25000 to Rs 50000 202 191.83
fashion Rs 50001 to Rs 79 172.16
100000
Rs 100001 to Rs 68 230.89
200000
Rs 200001and above 51 238.23
Total 400
 122

Test Statisticsa,b

Km Km Km Km Km Km Km
Product Style Design Colour Price Brandname Quality

Chi-Square 15.660 19.007 3.420 6.453 3.089 11.686 2.670

Df 3 3 3 3 3 3 3
Asymp. .001 .000 .331 .092 .378 .009 .445
Sig.

a. Kruskal Wallis Test

b. Grouping Variable: Income

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 1.993 17.282

Df 3 3
Asymp. .574 .001
Sig.
a. Kruskal Wallis Test
b. Grouping Variable: Income
 123

INCOME AND PRODUCT

NULL HYPHOTHESIS: There is a significant relation between income and

product preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than
(0.05).
INFERENCE: There is no significant relation between income and product
preference People with income group of 25,000-50000 seem to be more
concerned with product preference.

INCOME AND STYLE

NULL HYPHOTHESIS: There is a significant relation between income and

style preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.000) is lesser than
(0.05).
INFERENCE: There is no significant relation between income and style
preference.
People with income group of 25,000-50000 seem to be more concerned with
style of the soap.
 124

INCOME AND DESIGN

NULL HYPHOTHESIS: There is a significant relation between income and

design preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.331) is greater than
(0.05).
INFERENCE: There is a significant relation between income and design
preference.
People with income group of 50,001-1, 00,000 seem to be more concerned with
design of the soap.

INCOME AND COLOUR

NULL HYPHOTHESIS: There is a significant relation between income and

colour preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.092) is greater than
(0.05).
INFERENCE: There is a significant relation between income and colour
preference. People with income group of 50,001-1, 00,000 seem to be more
concerned with colour of the soap
 125

INCOME AND PRICE

NULL HYPHOTHESIS: There is a significant relation between income and

price preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.378) is greater than
(0.05).
INFERENCE: There is a significant relation between income and price
preference. People with income group of 1, 00,001-2, 00,000 seem to be more
concerned with price of the soap.

INCOME AND BRAND PREFERENCE

NULL HYPHOTHESIS: There is a significant relation between income and

brand preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.009) is lesser than
(0.05).
INFERENCE: There is no significant relation between income and brand
preference.
People with income group of 25,000-50000 seem to be more concerned with
brand name of the soap
 126

INCOME AND QUALITY

NULL HYPHOTHESIS: There is a significant relation between income and

quality.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.445) is greater than
(0.05).
INFERENCE: There is a significant relation between income and quality.
People with income group of 2, 00,000 and above seem to be more concerned
with quality of the soap.

INCOME AND AVAILABILITY

NULL HYPHOTHESIS: There is a significant relation between income and

availability of the product.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.574) is greater than
(0.05).
INFERENCE: There is a significant relation between income and availability of
the product.
People with income group of 25000-50,000 seem to be more concerned with
availability of the soap during their buying process.
 127

INCOME AND INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is a significant relation between income and

international fashion.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than
(0.05).
INFERENCE: There is no significant relation between income and
international fashion.
People with income group of 50001-100000 seem to be less concerned with
brand preference of the soap.
 128

Kruskal-Wallis Test.
Ranks
Mean
Occupation N Rank
KmProduct Business 56 207.89
Housewife 61 194.16
Student 88 202.44
Service 70 200.23
Professional 67 239.99
Others 58 151.79
Total 400
KmStyle Business 56 208.92
Housewife 61 194.53
Student 88 206.83
Service 70 196.23
Professional 67 237.90
Others 58 151.00
Total 400
KmDesign Business 56 204.45
Housewife 61 195.97
Student 88 196.32
Service 70 216.54
Professional 67 205.04
Others 58 183.19
Total 400
KmColour Business 56 187.21
Housewife 61 192.89
Student 88 205.02
Service 70 230.29
Professional 67 211.18
Others 58 166.19
Total 400
 129

KmPrice Business 56 171.16

Housewife 61 211.03
Student 88 230.26
Service 70 188.04
Professional 67 199.14
Others 58 189.21
Total 400
KmBrandname Business 56 220.05
Housewife 61 208.84
Student 88 197.77
Service 70 209.80
Professional 67 218.31
Others 58 145.18
Total 400
KmQuality Business 56 227.29
Housewife 61 187.07
Student 88 202.49
Service 70 189.74
Professional 67 203.72
Others 58 195.00
Total 400
KmAvailability Business 56 194.80
Housewife 61 201.75
Student 88 217.31
Service 70 208.78
Professional 67 180.11
Others 58 192.74
Total 400
KmInternational Business 56 224.08
fashion Housewife 61 194.60
Student 88 205.12
Service 70 198.54
Professional 67 227.52
Others 58 148.08
Total 400
 130
Test Statisticsa,b

Km Km Km Km Km Km Km
Product Style Design Colour Price Brandname Quality

Chi-Square 19.273 19.445 3.149 11.986 11.858 18.479 5.572

Df 5 5 5 5 5 5 5
Asymp. .002 .002 .677 .035 .037 .002 .350
Sig.

a. Kruskal Wallis Test

b. Grouping Variable: Occupation

Test Statisticsa,b

KmAvailability KmInternationalfashion

Chi-Square 5.090 19.682

Df 5 5
Asymp. .405 .001
Sig.
a. Kruskal Wallis Test
b. Grouping Variable: Occupation
 131

OCCUPATION AND PRODUCT

NULL HYPHOTHESIS: There is a significant relation between occupation and

product preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and product
preference. Professionals seem to have low preference to the product

OCCUPATION AND STYLE

NULL HYPHOTHESIS: There is no significant relation between occupation

and style preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and style
preference. Professionals seems to have a less attraction towards style
 132

OCCUPATION AND DESIGN

NULL HYPHOTHESIS: There is no significant relation between occupation

and design preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.677) is greater than
(0.05).
INFERENCE: There is no significant relation between occupation and design
preference. Service oriented people seem to have more preference towards
design of the product

OCCUPATION AND COLOUR PREFERENCE

NULL HYPHOTHESIS: There is no significant relation between occupation

and colour preference.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.035) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and colour
preference.
 133

OCCUPATION AND PRICE

NULL HYPHOTHESIS: There is no significant relation between occupation

and price of the product
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.037) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and price
preference

OCCUPATION AND BRANDNAME

NULL HYPHOTHESIS: There is no significant relation between occupation

and brand name.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.002) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and brand
name.
 134

OCCUPATION AND QUALITY

NULL HYPHOTHESIS: There is no significant relation between occupation

and quality.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.350) is greater than
(0.05).
INFERENCE: There is no significant relation between occupation and quality
preference.

OCCUPATION AND AVAILABILITY

NULL HYPHOTHESIS: There is no significant relation between occupation

and availability of the product.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is accepted as table value (0.405) is greater than
(0.05).
INFERENCE: There is no significant relation between occupation and
availability of the product.
 135

OCCUPATION AND INTERNATIONAL FASHION

NULL HYPHOTHESIS: There is no significant relation between occupation

and international fashion of the product.
TEST USED: Kruskal-Wallis test
LEVEL OF SIGNIFICANCE: 5%
REASON FOR USING THE TEST: Data is independent and ordinal.
OUTCOME: Null hypothesis is rejected as table value (0.001) is lesser than
(0.05).
INFERENCE: There is a significant relation between occupation and
international fashion of the product.
 136

Descriptive Statistics
Std.
N Range Minimum Maximum Mean Deviation
PmToiletsoaps 400 350 100 450 239.25 55.944
PmToothpaste 400 250 100 350 218.00 50.571
PmShampoo 400 250 50 300 196.63 33.878
PmDetergents 400 300 50 350 178.87 50.660
Age 400 52 18 70 41.96 14.798
KmQuality 400 7 3 10 8.82 1.556
KmBrandname 400 6 4 10 8.30 1.648
KmPrice 400 9 1 10 7.88 1.553
KmInternational 400 6 4 10 7.36 1.274
Fashion
KmProduct 400 8 2 10 7.27 1.942
KmAvailability 400 7 3 10 7.11 1.332
KmColour 400 8 2 10 7.04 1.591
KmDesign 400 8 2 10 7.02 1.603
KmStyle 400 9 1 10 6.86 1.467
Rate Offer 400 3 2 5 4.19 .738
Rate Price 400 4 1 5 3.98 .715
Rate Attractive 400 4 1 5 3.91 .890
Rate Package 400 3 2 5 3.77 .763
Current Quality 400 4 1 5 3.76 .972
Current Well Known 400 4 1 5 3.64 .882
Current Effective 400 4 1 5 3.61 .938
Current Brand 400 4 1 5 3.60 .936
Rate Colours 400 4 1 5 3.36 .792
Previous Brand 400 4 1 5 2.48 1.071
Previous Effective 400 4 1 5 2.43 1.074
PreviousWell Known 400 4 1 5 2.42 1.059
Previous Quality 400 4 1 5 2.40 1.174
Important 400 2 1 3 2.04 .614
Valid N (list wise) 400
 137

MEAN OF EXPENDITURE

• Every 1000 rupees spent by the individual have the following mean
denomination

• 240 rupees were spent on toilet soaps

• 219 rupees on toothpaste
• 197 rupees on shampoo
• 179 rupees on detergent
• The mean age of the samples is 42

• The quality and brand name is considered to be the important trait by

whole sample as the samples mean value is 8.82 and 8.30 respectively.

• Other traits such as price, international fashion, product, availability,

colour, design seems to be important but not as much important as the
previous traits.

• Free offers which are given while buying toilet soaps have been
considered to be the most important factor of attraction with a mean rank
of 4.2

• Price, overall attractiveness and attractive packaging and range of

colours are considered to be somewhat important traits by the sample
with a mean ranging nearly 3

• The quality, popularity, effectiveness, trust level are agreed somewhat

by the samples whose mean ranks range from 3.5 to 3.8
 138

• The sample somewhat disagrees about the quality, popularity,

effectiveness, trust level of the previous brand which they used whose
mean rank range between 2- 2.5.
 139

AVERAGE POCKET MONEY SPENT

4 3.76
3.64 3.61 3.6
3.5

3
2.4 2.42 2.43 2.48
2.5 Current
Previous
2

1.5

0.5

0
Quality Effective
 140

RESULTS AND DISCUSSION

In the consumer research a sample of 400 questionnaires was collected. The

sampling population was derived from the Bangalore City and the sampling
frame was not very strictly defined given the nature of the research and that of
the product. The questionnaires were administered manually.

Soap Usage

1. Of the sample of 100 collected the usage of various soaps was in this
order:
• Lux Beauty – 17%
• Dettol – 18%
• Lux International – 12%
• Cinthol – 11%

Among the rest, Nirma Premium was used by 9%, POEC by 6% and the rest
accounted for by Liril, Aramusk, Lifebuoy Gold, Imperial Leather, and Moti
etc.

2. Most respondents needed some time to recollect the soap they were
using presently indicating the low involvement in the purchase of soap.
3. 63% of the respondents after indicating their past usage of soap, named a
cluster of about 3 soaps from which they normally chose the soap they
used. This indicates a remarkably low loyalty of the soap user to soap.
 141

Nature of the Purchase Decision

72% of the respondents said that their purchase decision was pre – determined
rather than being a point- of- purchase type decision. A majority of these
respondents said that they would choose their soap from the pre-determined
cluster that they had formed in their minds. However 30% of these people said
that if their chosen soap was not available at the shop they would not seek
another purchase point and would choose some soap from those available at the
shop.

Factors influencing the choice of Soap

Respondents were asked to rank the given choices of Price, Fragrance,

Packaging, Advertising and Skin Care in the decreasing order of their
importance to their soap purchase decision. As a response to this a surprisingly
large 73% of the respondents ranked Skin Care as the determining element.
20% ranked Price as the most important and 52% ranked price as either 1 or 2.
This is a rather surprising finding given the perception that price is easily the
most significant driver in this market. The possible reasons could be

• The nature of the population could be such

• The sample might be of this nature.
• Respondents would not like to admit in a survey that price is so
important for them, thus amounting to an experimentation effect.
• As the questionnaires were administered manually and “Skin Care” was
read out as the last option, it stuck best in the mind of the respondent and
hence the response.
• Advertising was ranked by 93% of respondents as the factor that affects
them the least. This response again is anomalous in the light of another
response. In a separate question users are asked as to what makes them
 142

try out a new soap. The most common response to this question was –
Advertising.

Affect of Schemes on the Consumer

• Only 17% of the respondents could recollect any scheme on any soap
offered at any time
• 43% of respondents said that they were moderately affected by schemes
and another 9% were significantly affected.

Hence 52% of all respondents admitted to being affected by schemes. Given

that the respondent is slightly hesitant to admitting to being affected by any
price variable, this is a significant figure.

Preferred Nature of Scheme

On being asked to choose between a money-off scheme and a free goods

scheme of similar value, 63% of users said that they would prefer a Money-off
scheme. This is in contrast to the trade’s response to a similar query, which has
been documented later.

Lux User – Some Finings

This segment of the questionnaire was filled by the users of the Lux soap and
the objective was to develop a profile of the Lux user. Due to the low number
of respondents who fell within this sampling frame, users who had previously
used Lux were also used as samples. (It must be kept in mind that the sample
was quite small and hence the findings are not very rigorous.
 143

• On being asked what they like about the soap, fragrance, quality etc
were mentioned. However what was more striking was that around 60%
of the users said, among other things, that they used the soap because for
them SOAP was = LUX. They went to the shop and asked for the soap
out of habit. This indicated that Lux had become generic for soap in a
manner of speaking.

• Around 60% of users had been using the soap for more than 7 years.
They also admitted that they were not used to trying out new soaps on
being asked as to whether they like to try out new soaps.

• On being asked what they did not like about Lux – (often on being
pressed to respond)
- 42% of present and past users said that the Lux soap had a
tendency to dissolve soon and break off at ends.
- Also 38% said that the soap was bad for the skin in the winters as
it dried the skin.
 144

1. Equal number of male and female respondents was chosen for the study.

2. There was more or less equal representation from the various occupations in
the study, with highest representation from the students (22%)

3. 50% of the respondents belong to the first income group. There is least
representation from the highest income group.

4. Consumer goods manufacturers seem to be following few important

measures (46%) or all the measures (35%).

5. The top of mind recall is for Ganga and Lux (21%). Camay and Nirma
show lower recall (13% to 14 %).

6. The perfume seems to be the most important factor that they like about the
brand (47%). The least important seems to be shape (14%).
7. The preferred brand is Lux (21%). The least preferred is Camay (12%).

8. T.V ads are the biggest influence on purchase of toilet soaps (36.5%).
Friends have the least influence on the purchase (4.5%).

9. Value for money and satisfaction are the two important factors according to
the respondents.

10. Brand name followed by popularity is the most frequent basis of selection of
brand.

11. Sample has been chosen more or less equally from all part of the city.

12. 81% prefer branded goods as compared to local goods.

 145

13. 50% of respondents are price sensitive ‘to some extent.

14. 71% go for second opinion while taking consumption decision.

15. 64.3% purchase the same brand again

16. 46.3% look for a new brand because of the qualities and 26% look for a new
brand because it is new in the market.

17. 41% shop alone, 24.5% with friends, and 19.5% with family.

18. People, who shop with friends or family, do so because they don’t like going
alone (23.3%) or they want a second opinion (20.5%).

19. 36% are influenced by the ‘quality’ in purchase decision.

20. 73.3% are influenced by Discounts/Free gifts, when making their purchase
decision.

21. Filmstars (23.8%) are the most important trendsetters. This is followed by
business celebrities (18.3%) and Fashion models (18.3%).

22. Advertisements (32.5%) followed by television (29.5%) are the main sources
of knowledge about latest brands and trends.

23. 77.3% look up to others for cues and style.

24. Most of the people seem to make minimal changes (52.5%) and least people
don’t care (32.8%).
 146

25. Most of the people choose celebrity because of their humour nature
followed by their helping nature.

26. Most of the samples describe themselves moderately (69%) in terms of

political indication and least of them describe themselves liberal (10.8%).

27. Most of the people change their soap brand due to poor quality (44%)
followed by poor response (33%).

28. People seem to buy their own toilet soap in majority (85.5%).

29. General provision stores seems to be the major outlet from where people
purchase their toilet soap (31%) followed by buying from a chemist (26%).

30. Most of the people use the current brand between six to twelve months
(57%) and least use the brand more than four years (3%).
31. Most choose celebrity as the important element, which is recalled during
buying of toilet soap.

32. Most of the people are undecided about the importance of range of colours
to choose the product (56%) and least considers that is not at all important.

33. Price seems to be a somewhat important factor (56%) in choosing the brand.

34. Packing is accepted to be a somewhat important factor (48%), which

influences consumer’s buying decision.

35. Most of the people consider the free offers during purchase are supposed to
be somewhat important factor (46%) and least think that it is less
unimportant factor (1%), which affects buying behaviour.
 147

36. Overall attractiveness of the product seems to be a somewhat important

factor (41%) in making buying decision of the toilet soap.

37. Most people (76%) accepts influence of shop keepers in their buying
process

38. Shopkeeper seems to help by showing all toilet soaps to the customer (49%)
and least people told that they suggest useful attributes.

39. Most of the people (74%) don’t know other products with the same brand
name.

40. Most of the people (85%) don’t buy other products under the same brand
name.

41. Most of the respondents (68%) seem to continue the same toilet soap
followed by a proportion of people who are interested to try a new brand
(20%).

42. Most people seem to agree somewhat (51%) that the current brand is better
than the previous brand and least (3%) strongly disagrees the fact.

43. 43% of the respondents agree somewhat that they trust the current product
and 2.5% strongly disagrees that they trust the current brand.

44. Nearly half of the sample (44%) agrees somewhat that their brand is well
known and least of them (2%) disagrees that their brand is well known.
 148

CONCLUSIONS AND SCOPE FOR FUTURE WORK

The recommendations are given based on the findings that were generated in
the study done to find ways to help push the soap.

Trade Positioning of the Soap

The soap market is a volume driven market and at 240,000 tonnes the popular
segment is the largest segment of the market. Colgate Palmolive is a sales
driven company with a very strong sales and distribution system. Owing to the
nature of the product and the market, the wholesale route is the one that
generates volumes. The popular segment is highly price sensitive. The lower
one goes down the price line.

Lux holds the largest share of the market in this segment and hence it might
seem like the obvious strategy to position the soap so as to take share from Lux.
Lux still commands like the Colgate Dental Cream for toothpaste. Lux is
almost generic for soap. It is adequately supported by an extensive distribution
network and huge resources. Palmolive Natural will have to fight Lux with
higher margins till it is able to build a brand that is somewhere close to Lux. It
will initially have to focus on taking the large share that soaps like Jai Lime and
Nirma command at slightly lower prices. This can be helped to a large extent
by giving higher trade margins. Even though at higher costs of production than
these soaps, this might lead to lose for the company initially, it is essential to
get a foothold in the market.

As the share of the company increases and the brand starts getting recognized,
the margins can slowly be lowered. From the analysis it seems that a retail
margin of around 12% will be a good incentive for the trade. Palmolive
Natural can simply not afford to look at Lux and except to gain share by pricing
 149

themselves like the soap till pull becomes a factor. The price of the soap
(MRP) should be kept constant now for sometime period. Frequent changes in
the price convey a message of inconsistency to the trade, which leads to the
lowering of interest in the brand.

The Distribution Channel

As per the findings, the setting up of new retail kiosks frequently and due to the
unviability of many of the existing outlets, large numbers of outlets go
uncovered by the stockist. To improve the push at these outlets, it is important
for the company to get to the retailer directly. This can be achieved by setting
up a cyclist distribution network to supply company products directly to these
outlets. It should be noted that HLL has already set up a channel of this sort.
The cycle network could simultaneously act as a media instrument as some
companies have been doing.

Visibility for the Brand

During the various visits to the markets it was felt that Palmolive Natural,
despite being relaunched recently did not have good visibility. It is advisable
for the company to recruit a separate posturing boy for every city, who will be
responsible for the visibility of the brand outside the shop. Initiatives take by
some of the stockiest individually yielded a good response at an earlier
occasion. The issue of buying display counters at important retail outlets
should be given more attention. Though efforts have been made towards the
same, the levers have gone into overdrive on this front which has improved
their visibility significantly.
 150

Follow up for the win scheme

The WIN scheme will provide a high trial for the soap. To get the most out of
the scheme, a follow up scheme is needed after a period of about 3 months. A
consumer offer will be ideal to get entice the consumer to go in for a second
purchase. Without this the high trial generated by the WIN scheme will be
wasted. At the wholesale level, Quantity Purchase Schemes (QPS) like WIN
should be run with an appropriate gap. This will be imperative in the initial
stages for the soap and also important later.

Steps to Tackle Undercutting

First, the company will have to go behind the reasons for the occurrence of
undercutting. If the cause of the problem is the excessive pressure generated by
targets, a second look should be given to the set targets. Undercutting leads to
the demotivation of the trade and if not checked properly it will lead to similar
practices being adopted at more and more places.

Role of the Stockist

It was felt that the stockist and also the superstockist had a lot of potential to
push the brands of the company, which was not being tapped to the fullest. To
get the full support of the stock/super stock, it is important to make them feel
important. The management at the higher levels should be in touch with the
dealers directly just to make them feel like a part of the family. The
wholesalers often spoke about their good relations with some particular
manager with a sense of pride, which indicates the importance of this personal
touch to them. However at the present time such efforts are woefully lacking.
It is felt that such measures will go a long way in improving the productivity of
the team. It is suggested that an annual award be instituted called sth like –
 151

“STOCKIST NO.1” on an all India or a regional basis, which publicly

recognizes the top five of ten stockists. The CEO at a function in Mumbai can
present them an award. This will be taken as a sign of respect and encourage
the dealers to be more dedicated to the company and the targets.
 152

MISCELLANEOUS SUGGESTIONS

1. Promotional Schemes should be changed frequently.

2. Information about new schemes should be provided to the customers.

3. Greetings can be sent to the customers.

4. Websites should be made more users friendly.

5. Advertisements of Promotional Schemes should be done with the help of

newspapers, radio and television.

6. Banners of promotional schemes should be placed in Shopping Malls so

that more customers get attracted.

7. Manufacturers should concentrate on introducing new product based on

the taste of the customers by updating the trend and patterns in the
market and the market research can be conducted to know the tastes and
preferences of the ultimate customers.

8. Manufacturers should always concentrate in the improvement of the

quality of the products by using the best raw materials.

9. Manufacturers should interact with customers to provide quality

products and maintain good relationship by finding out their needs and
wants and their perception about the standard of the quality.

10. They should mainly focus on the customer relationship.

 153

11. Prices of some of the brands of soaps should be reduced.

12. They should introduce some new colours for the soaps other than the
existing colours.

13. Manufacturers should improve the brand name by focusing more on

flexibility and reliability.

14. They should concentrate on building brand images, improving service

standards and increasing number of products.

15. They should give more importance to “benefits of the products” in

awareness programs.

16. They should take suggestions from the dealers which helps them in the
improvement of sales.

17. They have to widen their supply network to the smaller shops and to the
inner parts of the city.

18. Marketing Executives of the company should meet its customers in

order to make them aware of the company policies.

19. Based on the taste of the customers, the manufacturers should

concentrate on introducing new product.

20. They should also ensure that gifts and compliments are served better to
the deserved customers.
 154

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 165

QUESTIONNAIRE

Dear Sir/Madam

I am H.S. Adithya, a Ph.D student of Dr. M.G.R University, Chennai doing my

research as a part of our curriculum in the field of Marketing Management and
taking Consumer Behaviour regarding Toilet Soaps as my research topic. I
request you to kindly cooperate and spare your valuable time in answering the
questionnaire.

1. Name :

2. Age :

3. Gender :

4. Occupation: Business [ ] Service [ ]

Housewife [ ] Professional [ ]

Student [ ] Others [ ]

5. Address:

6. Income Group:

Rs.25, 000 [ ] Rs.50, 000 [ ]

Rs.50, 000 [ ] Rs.1,00,000 [ ]
Rs.1, 00,000 [ ] Rs.2,00,000 [ ]
Rs.2, 00,000 [ ] Above [ ]

7. Are Consumer Goods Manufacturers following the measures laid down by

the Government?

All Measures [ ] Few Important Measures [ ]

None of the Measures [ ]

 166

8. What are the first 5 brands of Toilet Soaps that come to your mind?

9. What is it that you like about your brand?

10. Which is your Preferred Brand?

Lifebuoy [ ] Lux [ ] Ganga [ ]

Nirma Beauty [ ] Camay [ ] Others [ ]

11. What influences your purchase of toilet soap?

T.V Ads [ ] Radio Ads [ ]

Print Ads [ ] Suggestions by Retailers [ ]

Suggestions by Friends [ ] Others [ ]

12. What does your toilet soap brand give you?

Recognition [ ] Satisfaction [ ]

Value for money [ ] Any others [ ]

13. How important is the brand of toilet soap for you?

Very Important [ ] Important [ ]

Not Important at all [ ] Any other [ ]

14. On what basis do you select a brand?

Popularity [ ] Brand Name [ ]

Image [ ] Availability [ ]
 167

15. Which part of the Bangalore City do you belong to?

Bangalore East [ ] Bangalore West [ ]

Bangalore North [ ] Bangalore South [ ]

16. Which type of Consumer Goods do you purchase?

Branded [ ] Local [ ]

17. Are you price sensitive?

Yes [ ] To some extent [ ] No [ ]

18. Do you always go for second opinion while taking consumption decisions?

Yes [ ] To some extent [ ] No [ ]

19. Do you go in for repurchase or do you go in for different brands?

Yes, I purchase the same brands again [ ]

No, I go in for different brands [ ]

20. Why do you look for a different brand?

Qualities of New brand [ ]

Not satisfied with the previous brand [ ]
On Impulse [ ]
New in the market [ ]
 168

21. Do you shop…?

Alone [ ] With member of opposite sex [ ]

With your friends [ ] With your family [ ]

22. Why?

Gives you a second opinion [ ]

Their choice would be the best for me [ ]
I don’t like going alone [ ]
Any other [ ]

23. What influences you the most when you make a purchase decision?

Family [ ] Friends [ ] Price [ ]

Quality [ ] Colour [ ] Any other [ ]

24. Do discounts/free gifts and so on affect your purchase decision?

Yes [ ] No [ ]

25. What are the latest trends in toilet soaps presently?

-----------------------------------------------------------------------------

26. Who do you think sets trends in toilet soaps presently?

Film Stars [ ] Fashion Models [ ] Sports Models [ ]

Business Celebrities [ ] Politicians [ ] Any other [ ]

 169

27. Suppose your pocket money is Rs.1, 000/- how much would you allocate to
each?

Shampoo [ ]

Toilet Soaps [ ]

Detergents [ ]

Toothpaste [ ]

Any other [ ]

28. Where do you come to know of latest brands & trends?

Television [ ] Films [ ] Friends [ ]

Advertisements [ ] Window shopping [ ] Any other [ ]

29. Is there anybody you look upto for cues in style?

Yes [ ] No [ ]

30. What are the key motivators when you purchase toilet soaps?
(Rank on a scale of 1-10; 1 = lowest; 10 = highest)

Product [ ] Brand Name [ ]

Style [ ] Quality [ ]

Design [ ] Availability [ ]

Colours [ ] International Fashion [ ]

Price [ ] Any other [ ]

 170

31. What would you do to be seen as stated above?

Stay the way you are [ ]

Make minimal changes [ ]

Won’t care [ ]

32. Name the celebrity who is most popular amongst you

-----------------------------------------------------------------

33. Why?

Dresses well [ ] Flexible [ ]

Humorous [ ] Macho [ ]

Helpful [ ] Any other [ ]

34. How do you describe yourself politically?

Liberal [ ] Moderate [ ] Conservative [ ]

35. What are the reasons for changing the toilet soap brands

High Price [ ] Poor Response [ ]

Poor Quality [ ] Any other [ ]

36. Do you purchase your own toilet soap?

Yes [ ] No [ ]
 171

37. From where do you buy your toilet soap?

Chemist [ ]

Grocer [ ]

Self-service store [ ]

(Big bazaar, Sahakari Bandar)

General provisions store [ ]

Others (Please specify) [ ]

38. How long have you been using this brand of toilet soap?

Less than 6 months [ ] 3 years [ ]

6 –12 Months [ ] 4 years [ ]
2 years [ ] Above 4 years [ ]

39. Write down the elements of the advertisement that are recalled by you
regarding Toilet Soaps

-------------------------------------------------------------------------------------------

40. What features of your current toilet soap convinced you to buy it
a.)

b.)

c.)

d.)
 172

41. Please rate the following attributes on a scale of 1 to 5 (where 1 stands for
Not at all Important and 5 stands for Very Important)

a.) Range of colours to choose from 1---2---3---4---5

b.) Price 1---2---3---4---5

c.) Attractive Packaging 1---2---3---4---5

d.) Free offers on purchase of the Toilet Soap 1---2---3---4---5

e.) Overall attractiveness of the Toilet Soap 1---2---3---4---5

42. Are you influenced by shop owner in your purchase?

Yes [ ] No [ ]

43. If yes how does he assist you?

Shows all Toilet Soaps

Suggests Toilet Soaps Brands
Suggests useful attributes
Gives Price Information
Others (Please specify)

44. Do you know other products with the same brand name (ask for the product
names)?

Yes [ ] No [ ]

45. Do you buy other products of same brand name (ask only if other products
exist)?

Yes [ ] No [ ]

46. What do you do if the shopkeeper does not have the brand you ask for?

---------------------------------------------------------------------------------------
 173

47. In the future:

a) I will continue to buy the same Toilet Soap [ ]

b) Try a new Toilet Soap that comes in the market [ ]

c) Go back to my old Toilet Soap [ ]

48. Please respond to the following statements with reference to your Current
and Previous brand of Toilet Soap (your response should be either of
Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat
Disagree, Strongly Disagree)

Particulars Current Previous

1. It is effective
2. It is a brand I can trust
3. The brand (Interviewees
brand)
is a well known name
4. The quality of the Toilet Soap
is very good

49 Do you get any special offers on bulk purchases? If yes, what are the
offers?

-------------------------------------------------------------------------------------------

50 Have the offers always been the same? What were they 6 months/1 year/2
years ago?

-------------------------------------------------------------------------------------------
 174

51 Miscellaneous:

a. Your Favourite Bike----------------------------------

b. Your Favourite Movie Star--------------------------
c. Your Favourite Sports Star--------------------------
d. Your Kind of Music-----------------------------------
e. Your Favourite Game---------------------------------
f. Do you think Net Surfing is cool? Yes/No
g. How do you spend your Leisure Time-----------------
 175

JOURNALS

INTERNATIONAL JOURNALS:

1.) Name of the Journal: RESEARCH ANALYSIS AND EVALUATION -

(An International Level Referred Registered Research Journal)

ISSN Number: 0975 – 3486

Title of the Paper: “SOAPS – A STUDY ON CROSS CULTURAL

CONSUMER BEHAVIOUR IN BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: 1
Issue: 9
Pages: 59 - 60
Period: June, 2010.
Website: www.ssmrae.com

2.) Name of the Journal: SHODH SAMIKSHA AUR MULYANKAN –

(An International Level Referred Registered Research Journal)

ISSN Number: 0974 – 2832

Title of the Paper: “CONSUMERS ATTITUDE AND AWARENESS

TOWARDS CONSUMPTION”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: III
Issue: 27
Pages: 17 - 18
Period: April, 2011.
Website: www.ssmrae.com
 176

NATIONAL JOURNALS:

1.) Name of the Journal: INDIAN RESEARCH REVIEW

ISSN Number: 0975 – 7430

Title of the Paper: “SOAPS – AN EXPLORATIVE STUDY ON

CONSUMER BEHAVIOUR IN BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Volume: 1

Issue: 3

Pages: 10 – 16

Period: May – July, 2010

2.) Name of the Journal: JOURNAL OF EMPIRICAL RESEARCH IN

MANAGEMENT (JERM)

ISSN Number: 2249 - 1864

Title of the Paper: “BUYING BEHAVIOUR OF TWO WHEELER

AUTOMOBILE CUSTOMERS – AN EMPIRICAL STUDY IN
BANGALORE CITY”

Author Name: H.S Adithya (Research Scholar – Dr. M.G.R University,

Chennai)

Issue: 1
Period: August, 2011
 177

CONFERENCES

STATE LEVEL CONFERENCE:

1.) State Level Conference on “TAGORE, THE CITIZEN OF

THEWORLD”, conducted by Dr.M.G.R University, Chennai on 30th &
31st July, 2010. Presented a paper on
“THE EDUCATIONAL MANAGEMENT OF TAGORE”.

NATIONAL LEVEL CONFERENCE:

1.) National Conference on “ECONOMIC REVIVAL: BUSINESS

PERSPECTIVES AND OPPORTUNITIES”, conducted by St. Joseph
Engineering College, Vamanjoor, Managalore on 29th & 30th April,
2010. Presented a paper on “CONSUMER PROTECTION IN INDIA –
MYTHS, REALITIES AND CHALLENGES”.

2.) National Conference on “EMERGING ISSUES IN INTERNATIONAL

BUSINESS” conducted by Don Bosco Institute of Technology,
Bangalore on 14th May, 2010. Presented a paper on “EMERGING
ISSUES IN INTERNATIONAL BUSINESS”.

3.) National Conference on “ACADEMIC RESEARCH” conducted by

Dr.M.G.R University, Chennai on 13th & 14th August 2010. Presented a
paper on “SELECTION OF UNIVERSITY/INSTITUTE”.

4.) National Conference on “SUSTAINING GROWTH IN THE ERA OF

GLOBAL RECOVERY” conducted by Vel Tech High Tech Engineering
College, Chennai on 26th & 27th August, 2011. Presented a paper on
“BUYING BEHAVIOUR OF TWO WHEELER AUTOMOBILE
CUSTOMERS – AN EMPIRICAL STUDY IN BANGALORE CITY”.
 178

INTERNATIONAL LEVEL CONFERENCE:

1. International Conference on “TRANSNATIONAL BUSINESS -

CHALLENGES & STRATEGIES” conducted by Dr. M.G.R University,
Chennai on 3rd & 4th April 2009. Presented a paper on “CROSS-
CULTURAL CONSUMER BEHAVIOUR TOWARDS CONSUMER
GOODS IN BANGALORE CITY”.

2. International Conference on “GLOBALISATION AND CONSUMER

PROTECTION” conducted by Kalasalingam University, Krishnankoil
on 28th & 29th January, 2010. Presented a paper on “CROSS
CULTURAL CONSUMER BEHAVIOUR AND ITS INFLUENCE ON
GLOBALISATION AND CONSUMER PROTECTION”.

3. International Conference on “REDEFINING THE ROLES OF

BUSINESS, NGOs AND GOVERNMENTS: A MISSION FOR A
BETTER GLOBAL SOCIETY” conducted by NITTE University, Nitte,
Karnataka, India on 29th & 30th December, 2010. Presented a paper on
“CROSS CULTURAL MARKETING”.

4. International Conference on “GLOBALIZATION AND CONSUMER

PROTECTION – CHALLENGES AND STRATEGIES” conducted by
Kalasalingam University, Krishnankoil on 28th & 29th January, 2011.
Presented a paper on “CONSUMER PROTECTION IN INDIA –
CHALLENGES AND STRATEGIES”.

5. International Conference on “RECENT ADVANCES IN

MECHANICAL ENGINEERING” conducted by Dr.M.G.R University,
Chennai on 21st & 22nd April 2011. Presented a paper on “SUPPLY
CHAIN MANAGEMENT AND MERCHANDISING”.

6. Joint International Conference on “ADVANCED MATERIALS”

conducted jointly by B.T.L Institute of Technology, Bangalore, India
and University of Delaware, Delaware, USA on 19th & 20th August,
2011. Presented a paper on “SUPPLY CHAIN MANAGEMENT –
CHALLENGES AND STRATEGIES”.

7. International Conference on “QUALITY MANAGEMENT SYSTEM”

conducted by Dr.M.G.R University, Chennai on 12th, 13th & 14th
October, 2011. Presented a paper on “QUALITY OF TEACHER
EDUCATION IN INDIA – PROBLEMS AND STRATEGIES”.
 179

VITAE

H.S Adithya was born on 15/08/1979 at Bangalore City, Karnataka, India. He

has received his MBA Degree in 2003 from BANGALORE UNIVERSITY,
Bangalore, India. He has worked as a Senior Officer – HR & Admin. during
2004 - 2007 and currently he is working as a Senior Lecturer – MBA. He has
published five of his research articles in reputed International and National
Journals. He has also presented the papers in the International and National
Conferences.

Also, he has participated and conducted many Workshops Seminars and

Conferences.