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Table of content
Serial # 01 02 03 04 05 06 07 08 09 10 11 12 Topics
Acknowledgement Executive Summary Introduction Research Objective Information Needs Research Design & Data Sources Data Collection Procedure Sample Design Data Processing & Analysis Research Findings Recommendations Annexure

Page #
2 3 4 6 6 7 7 8 8 25 27 28

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Acknowledgement
I would like to show my gratitude towards our course instructor Mr. Ahmed Butt for teaching and making us capable enough to work on this report. Without his complete guidance and support I would not have been able to complete this endeavor. I would also like to show my gratitude towards the respondents for their time and providing valuable information without which this report would have not been completed. This report contains all the relevant material required as per instruction. I hope this report meets his expectations.

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Executive summary
This research has determined the consumers attitude with regards to Ariel and Surf Excel, the brand image of both the detergents in the minds of the consumers, the level of loyalty possessed by them and their level of satisfaction. The data has been collected from the respondents through personal interviews and a detailed questionnaire was

designed for that purpose. The interviews have been conducted from the respondents at random locations and on telephone. The sample includes 23 respondents. The data gathered has been analyzed on a question-by-question basis. The details of the research findings are mentioned after the analysis. And recommendations are given to the management based on the research findings

Introduction
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Ariel Procter & Gamble started its operations in the country in 1991 is marketing a range of consumer goods products. Ariel is the product of P&G. Ariel detergent gives impeccable cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness.

Surf Excel Surf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. The company believes that dirt is a valuable way to enrich lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, Unilever invests heavily in developing a range that suits the pockets of all income groups. This has included launching affordable packs that not only offer the top-clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand.

Research Background and Project Overview Ariel has been in the market for 18 years now; however Surf Excel has a greater share in the detergent market. The consumers viewpoint is of great importance for the simple reason that they are the bread and butter of any organization. Hence, this research is aimed to find out the consumers perception with regards to Ariel vis--vis Surf Excel. This research will also try to find the brand image of both the detergents in the minds of the consumers, the level of loyalty possessed by the consumers and their level of satisfaction.

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COMPARITIVE ANALYSIS OF CONSUMER PRECEPTION WITH REGARDS TO ARIEL VIS--VIS SURF EXCEL

Research Objectives

To determine the attitude of consumers towards Ariel vis--vis Surf Excel. To identify the perception of consumers about Ariel. To determine the effectiveness of Ariel vis--vis Surf Excel.
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Information Needs

To determine the brand image of Ariel in the minds of the consumers. To determine the brand image of Surf Excel in the minds of the consumers. To determine the satisfaction of consumers regarding the detergent they are using. To comparatively gauge the level of Brand Loyalty possessed by consumers of Ariel and Surf Excel To determine the extent of brand awareness and brand recall of Ariel To determine the extent of brand awareness and brand recall of Surf Excel

Research Design and Data Sources

The research carried out is an exploratory research that is; it has only determined the consumer perception about ARIEL VIS--VIS SURF EXCEL The focus of this research is obtaining primary data. The data is acquired via communication with the respondents. The respondents include consumers of Ariel and surf Excel and personal interviews were undertaken with the respondents.

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Data Collection Procedure

The data has been collected from the respondents through personal interviews and a detailed questionnaire was designed for that purpose. The questionnaire was designed according to the research objectives; the questions fulfill the aim of determining the comparative attitude of the consumers towards Ariel and surf Excel. For these purposes, 14 questions are included in the questionnaire. The questionnaire is available in Annexes The interviews have been conducted from the respondents as follows:

On telephone At random locations.

Sample Design
Quota sampling has been used in this research. The sample includes 23 respondents. All the respondents are from Gulshan Town and are house wives. The factor that was considered in order to qualify the housewives as an eligible respondent was, that she has used Ariel and Surf Excel both.

Data Processing
The data gathered has been analyzed on a question-by-question basis. The number of respondents highlighting a particular choice given to them in multiple choice questions have been calculated, tabulated and
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elaborated graphically. The similar responses to the open ended questions were grouped together and are tabulated and elaborated graphically.

1. When you think of detergents which brand comes to your mind?

Options given to respondents Ariel Surf Excel Others No. of respondents choosing the option 7 16 -----

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2. Which detergent do you use?

Options given to respondents Ariel Surf Excel No. of respondents choosing the option 8 15

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3. When you think of Ariel, what comes on top of your mind?

Options Bright Clothes Packaging Fragrance Average Detergent No of respondents 12 2 4 3 Page 11 of 29

Advertisements

4. When you think of Surf Excel, what comes on top of your mind?
Response Slogan Packaging Fragrance No of respondents 1 5 2 Page 12 of 29

Average Detergent Good Detergent

3 12

5. Since when have you been using it?

Options given to respondents Less than a year 1-5 years No. of respondents choosing the option 2 8
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6-10 years 11-20 years 21-30 years More than 30 years

10 0 0 3

6. What do you look for when making a purchase decision for a detergent?
Options given to respondents No. of respondents choosing the option
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Performance Economy Status Symbol Packaging All of the above Others

16 5 0 2 0 0

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7. How is your overall experience with Ariel?

Options given to respondents Very Good Good Average Bad Very Bad No. of respondents choosing the option 8 10 4 1 0

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8. How is your overall experience with Surf Excel?

Options given to respondents Very Good Good Average Bad Very Bad No. of respondents choosing the option 12 7 3 1 0

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9. Are you satisfied with the brand you are currently using?
Options given to respondents Yes No No. of respondents choosing the option 21 2

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10.

Please elaborate the answer

Ariel
Respondents who are satisfied by Ariel

Response
Good Performance Protects Color

No. of respondents
3 4

Respondents who are unsatisfied by Ariel

Response
Costly

No. of respondents
1

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Surf Excel
Respondents who are satisfied by Surf Excel

Response
Removes Stains Best detergent Little Quantity used Availability Does not harm the skin

No. of respondents
4 3 2 3 2

Respondents who are unsatisfied by Surf Excel

Response
Does not protect color

No. of respondents
1

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11.

Are you thinking to change the brand in the future?

No. of respondents choosing the option 14 9

Options given to respondents Yes No

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12.

Please give the reasons

Ariel
Respondents who said YES

Response
If better brand available Will try a new brand but switch back to Ariel Costly Respondents who said NO

No. of respondents
2 2 1

Response
Satisfied

No. of respondents
3

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Surf Excel
Respondents who said YES

Response
If better brand available Try Ariel Respondents who said NO

No. of respondents
8 2

Response
Satisfied

No. of respondents
5

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13. If we seek your suggestions to improve the sales of Ariel, what suggestions do you provide?
Response
Promotions Reduce price Improve quality Improve packaging

No. of respondents
7 5 8 3

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14. If we seek your suggestions to improve the sales of Surf Excel, what suggestions do you provide?
Response
Promotions Reduce price Improve quality Improve packaging Maintain the position in market

No. of respondents
2 6 10 1 4

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Research findings
91% of the respondents were satisfied by the detergent
they are using.

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 70% of the respondents recalled Surf Excel and 30%

recalled Ariel when they thought of detergent.

61% of the sample population said they might change

the brand in the future. Out of which 67% is willing to try a better detergent if available.

52% of the sample population associated Bright clothes

with Ariel, 17% fragrance, 13% said that it was an average detergent, 9% recalled its advertisement and the remaining 9% associated packaging to it.

52% of the respondents said that Surf Excel is a good

detergent, 22% had a strong association with its packaging, 13% said that it was an average detergent, 9% recalled its fragrance and the remaining 4% remembered the slogan

17.4% of the sample population who use Surf Excel said

that they find it economical since they only have to use a little quantity.

13.04% of the respondents who have lived abroad said

that they find a lot of difference in the quality of Ariel which they used there and the one that is available in Pakistan.

The general perception of 9% of the sample population

reflects that the quality of Ariel has gone down.

21.74% of the respondents gave a general comment

that the detergents fade the colored fabrics.

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 All the respondents said that they look for performance

when purchasing a detergent, those who said they look for economy also added that they look for the best quality in a reasonable price.

Respondents who said they also go for packaging when

making a purchase decision were consumers of Surf Excel and they all recalled the container packaging of Surf Excel which they found very convenient

Recommendations for the management

In the wake of the analysis and findings of this research study, the following recommendations are extended to the management

Ariel ads always remain focused towards lower middle class but their price is high and out of reach for lower middle class so Ariel
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should decrease its prices and bring it to the level of Surf Excel. People perceive both the detergents as equally good, but they purchase Surf Excel since they find it more economical.

Ariel needs to improve its packaging. It can introduce container packs which are refillable and are very convenient to use. They can introduce the containers for a limited time this would increase the sales and people would get a chance to use the new and improved version of Ariel that is Ariel Enzymax. The company to introduce container packaging for its large size packs, which are usually bought monthly.

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