A study on understanding customer preferences while purchasing detergent powder

Age of respondents

below 20years 20-35 years

35-50 years

50 above

2 28 3 174% 56% 6% 34%

4%

56%

6%

34%below 20years20-35 years35-50 years50 above

Occupation of respondents

Public Private

Self employed

House wife Student

3 10 12 20 56% 20% 24% 40% 10%

6%

20%

24%

40%

10%

publicprivateself employed house wifestudent

1) Total number of customers using specific brand of detergent

Ariel surf excel wheel tide others

18% 20% 18% 20% 24%

9 10 9 10 12

18%

20%

18%

20%24%

Arielsurf excel wheeltideothers

2) Reasons for using a particular brand

price easy availability quality Others16% 14% 60% 10%

8 7 30 5

16%

14%

60%

10%priceeasy availabil-ityqualilyothers

3) Features for using a particular brand

Odour Cleanliness SafetyAll of above

14% 46% 8% 32%7 23 4 16

14%

46%8%

32% odourcleanlinesssafetyall of above

4) Number of people using washing machine are

Type of machine ----------

yes no58% 42%

29 21

58%

42% yes

no

5) Type of detergent used in washing machine is

surf excel Ariel tide

others

not applicable

36% 12% 6% 4% 42%18 6 3 2 21

36%

12%

6%4%

42%

surf excelariel tideothers not appli-cable

6) Frequency of buying the detergent powder

very often often

sometimes rarely never

16% 44% 38% 2% 0%8 22 19 1 0

16%

44%

38%

2%very oftenoftensometimesrarelynever

7) Number of respondent’s special preference of detergent to children clothes

very often often sometimes rarely never

18% 12% 8% 12% 50%9 6 4 6 25

18%

12%

8%12%

50%

very oftenoftensometimesrarelynever

8) The place where detergent is brought by customers

retailer wholesaler supermarket others23 12 15 0

46% 24% 30% 0

46%

24%

30%retailerwholesalersupermarketothers

9) Media through which customers got the information

Television

Internet FM Radio

Samples

12% 18% 20% 50%6 9 10 25

12%

18%

20%

50% TVINFMS