Consumer Behavior at Mysore Sandal Soaps

A STUDY ON CONSUMER BEHAVIOR TOWARDS MYSORE SANDAL SOAPS

(A BRAND OF KARNATAKA SOAPS & DETERGENTSL.T.D.)

Submitted in partial fulfillment of theRequirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (SRI VENKATESWARA UNIVERSITY)

By

T.SANDEEP KUMAR (REG NO: 120698085)

Under the Esteemed guidance of

Mr. K.TIRUMALAIAH SIR M.B.A,MAlit, FACULTY, DEPARTMENT OF MANAGEMENT STUDIES

KMM INSTITUTE OF PG GRADUATE STUDIES (Affiliated to S.V. University, Tirupati)

CHITTOOR-517102

FINAL PROJECT ON

A STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORESANDDALSOAPS

(A BRAND OF KARNATAKA SOAPS & DETERGENTS L.T.D)

A Synopsis Report Submitted in partial fulfillment of theRequirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

T.SANDEEP KUMAR (REG NO: 120698085)

Under the Esteemed guidance of

Mr. K.TIRUMALAIAH SIR M.B.A.M.Alit

Lecturer

KMM INSTITUTE OF PG GRADUATE STUDIES (Affiliated to S.V. University, TIRUPATI)

CHITTOOR - 517102.

2006

DECLARATION

I here by declare that the project report

entitled “A STUDY ON CONSUMER BEHAVIOUR TOWARDS

MYSORE SANDAL SOAPS (A BRAND OF KARNATAKA

SOAPS&DETERGENTS L.T.D)”. Has done by me in practical

fulfillment for the award of master degree in business administration

under Jawaharlal Nehru technological university Hyderabad.This

work has been carried out by me and that I have not submitted

these results in any form previously for the award of my degree

PLACE:

Date: T.SANDEEP

KUMAR Regd no:120698085

Acknowledgement

I take this opportunity to express my deep sense of gratitude to

the management of KARNATAKA SOAPS&DETERGENTS L.T.D.,

BANGALORE for their kind permission to take this project in their esteemed

organization.

I would like to extend my sincere thanks to MOHAN (H.R.D),

Mr.A.RAVI Asst.Gen.Manager (Finance) who has granted this project.

I also express my gratitude and thankfulness to my project guide,

Sri.A.RAVISANKAR Asst.Gen.Manager (Marketing), Sri H.G.RAJARAO

Manager (MID) for his valuable guidance in completion of this project.

I would like to express my sincere thanks to our Head of the Department

for the business studies.Mr.K.TARAKARAMI REDDY.

I also express my gratitude and thankfulness to my project guide

Mrs.K.SELVI for his valuable guidance in completion of this project.

I would like to express my thankfulness to our faculty for giving their

valuable suggestions.

P.KISHORE KUMAR REDDYREGD.NO:230698027

Contents

TITLE PAGENO

PREFACE

Chapter-1

INTRODUCTION TO CONSUMER BEHAVIOR

Chapter-ii

COMPANY PROFILE

Chapter-iii

INTRODUCTION OF THE PRODUCT

Chapter-iv

DESIGN OF THE STUDY

SCOPE OF THE STUDY

OBJECTIVES

RESEARCH METHODOLOGY

LIMITATIONS

Chapter-v

DATA ANALYSIS

Chapter-vI

FINDINGS

Chapter-vII

SUGGESTIONS

ANNEXURE

BIBLIOGRAPHY

PREFACE

A competitor is a word that makes the companies

alert. Liberalization of the markets has put an end to UN

regulated monopolists and to day we can find number of

sellers in the market whether the product is homogeneous or

highly differentiated. Now an attempt is made to study on

CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS of

the KARNATAKA SOAPS & DETERGENTS L.T.D., the industry

competition of MYSORE SANDAL SOAPS and analyze the

position of MYSORE SANDAL SOAPS in TIRUPATI.

The analysis has been done based on the views

expressed by the respondents of the survey at TIRUPATI.

TOPIC INTRODUCTION

CONSUMER BEHAVIOR

The study of exchange processes involved inacquiring, consuming, and disposing ofgoods, services, experiences, and ideas .The study of consumer behavior (CB) incorporates theories and concepts from all of the behavioral sciences:

cognitive, experimental, social psychology sociology anthropology economics

Acquisition:The factors that influence the product/service choices of consumers. Much of CB research has focused on this stage. E.g., how did you decide to purchase one brand of car over another?

Consumption:How consumers actually use a product/service. E.g., what sorts of attitudes are you forming during the time that you own a car, and how does this affect future purchases?

Disposition:What consumers do with a product once they have completed their use of it. E.g., if you purchase a new car several years later, do you keep the old one, trade it in, sell it yourself through the newspaper, give it to a friend, or have it towed to a junk yard?

PERSPECTIVES TOWARD THE STUDY OF CB

Marketer:How to best satisfy the wants and needs of a target market.

Consumer:How to become a better consumer by learning how people go about consumption activities and how marketers sell products. Public policy maker:How to make rules, regulations, or laws which influence marketers and consumers in the marketplace.

INFLUENCES ON CONSUMER BEHAVIOR

Intrinsic:Individual, internal influence factors: personality, motivation, beliefs, attitudes, etc.

Extrinsic:External factors of influence:

group influences, such as culture, family, reference groups environmental and situational factors, such as time of day, temperature,

etc.

PERSPECTIVES ON ACQUISITION BEHAVIOR

Decision-makingConsumers move through a series of steps when making a purchase:

problem recognition search alternative evaluation choice post purchase evaluation .

Experiential: People do not always make purchases according to a rational decision-

making process; they sometimes buy products to have fun, create fantasies, and obtain emotions and feelings.

Behavioral: Environmental forces propel consumers to make purchases without

necessarily first developing strong feelings or beliefs about the product.

EXCHANGE: A transfer of something,tangible or intangibleactual or symbolic between two or more social actors.Exchange occurs between organizations as well as between organizations and household consumers. Exchanges can be

simple: involves two parties in a reciprocal relationship complex: involves a set of three or more actors enmeshed in a set of

mutual relations

RESOURCES OF EXCHANGE: money, goods, services, information, status, feelings.

SOME PUBLIC POLICY ISSUES Deceptive Advertising,Advertising Substantiation,Corrective Advertising.

CORPORATE SOCIAL RESPONSIBILITY INTRINSIC INFLUENCES

Consumer Information Processing Cognitive Learning and Memory Behavioral Learning Social Influence and Compliance Techniques Motivation and Affect Personality and Psychographics Tripartite Model and Attitude Measurement Beliefs, Attitudes, and Behavior Change: the Fishbein Model Persuasion ELM: Involvement, Knowledge, and Persuasion Consumer Decision Processes

EXTRINSIC INFLUENCES Environmental and Situational Influences Group Influences Households and Families Cultural and International Issues Subculture

CONSUMER INVOLVEMENT the process through which individuals are influenced by the

perceived personal importance and/or interest evoked by a stimulus

Higher levels of involvement are expected to result in

a greater depth of information processing increased arousal more extended decision making

Factors which can influence purchase involvement: situation product personality communication

COGNITIVE PROCESSING TERMS

ActivationStored cognitive representations are made available for retrieval from memory for processing.

Spreading ActivationActivation of one representation will spread to and activate other representations with which it is associated.

Capacity LimitsThe cognitive processing system has a finite limit in the amount of information that can be processed at one time.

AutomatismAs cognitive processes are practiced (i.e., the limited capacity system is used), they eventually require less conscious control and less capacity.

BEHAVIORAL LEARNING

A process in which experience with the environment leads to a relatively permanent change in behavior or the potential for a change in behavior

Three major approaches: classical conditioning

operant conditioning vicarious learning

CLASSICAL CONDITIONING unconditioned stimulus (UCS unconditioned response (UCR) conditioned stimulus (CS) conditioned response (CR)

OPERANT CONDITIONING operant reinforcements extinction shaping

SOCIAL INFLUENCE - COMPLIANCE TECHNIQUES

RECIPROCITY Guilt Door in the Face Effect (DITF)

COGNITIVE CONSISTENCY Imagining an Event Foot in the Door Effect (FITD) Low Ball Procedure

VICARIOUS LEARNING Overt Modeling Covert Modeling Verbal Modeling

MOTIVATION Don't look at these as "right" or "wrong"; they are just theories. None are validated, but seem intuitively logical.

MULTIPLE MOTIVES Manifest Latent

MASLOW'S HIERARCHY OF NEEDS:Hypothesized that within every human being there exists a hierarchy of five needs:

1. Physiological 2. Safety

3. Social 4. Esteem 5. Self actualization

McCLELLAND'S THREE NEEDS THEORY

nACH:need for achievement: drive to excel: drive to achieve in relation to a set of standards; to strive to succeed.

nPOW:need for power: the need to make others behave in a way that they would not have behaved otherwise.

nAFF:need for affiliation: the desire for friendly and close interpersonal relationships.

PERSONALITY has to do with traits has to do with individual differences

PERCEIVED RISK Financial, Performance, Physical, Social, Time, Psychological,

Opportunity loss.

PERSONALITY AND PSYCHOGRAPHICS

CONSUMER DEMOGRAPHIC PROFILE Age, gender, occupation, education,expenditures,marital

status,income,location .

CONSUMER SOCIAL PROFILE

Culture/subculture,social class,reference groups,stage in family life cycle .

CONSUMER PSYCHOLOGICAL PROFILE Innovativeness,perceived risk,motivation,attitudes/opinions,class

consciousness,personality .

AIO INVENTORY

Activities Work, hobbies,social

events,vacation,entertainment,community,shopping,sports,club membership.

Interests Family,home, job, community, recreation, fashion, food, media,

achievement.

Opinions Themselves social issues, politics, business, economics, education,

products, future,culture.

LIFESTYLE VALUES:

Demographics social class,reference groups,family, individual characteristics, motives, emotions,personality .

PSYCHOGRAPHICS Values, activities and interests, attitudes,demographics, media patterns,

usage rates.

PROBLEMS WITH SOCIAL AND PSYCHOLOGICAL MEASURES: Difficult to measure,somewhat subjective, based on self-reports from

consumers, sometimes hidden from view.

CONSUMER DECISION MAKING Intrinsic,extrinsic, environmental/situational,

Sources of Information:

Memory of past searches, personal experiences, and low-involvement learning

Personal sources such as friends and family Independent sources such as consumer groups and government agencies Marketing sources such as sales personnel and advertising Experiential sources such as inspection or product trial

ALTERNATIVE EVALUATION

direct methods: indirect methods:

. projective techniques perceptual mapping

PRODUCT POSITIONING:Refers to the place an offering occupies in consumers' minds on important attributes relative to competitive offerings

PERCEPTUAL MAP: A means of displaying or graphing on two dimensions the location of products or brands in the minds of consumers

REPOSITIONING: Changing the place an offering occupies in consumers' minds relative to competitive offerings.

QUALITATIVE RESEARCH:Uses nonstatistical, unstructured research methods in which consumers are enticed to reveal what they can about their innermost thoughts, feelings, and motivations.

focus group, in-depth personal interviews, projective tests. PROJECTIVE TESTS sentence completion,story completion,cartoon techniques,picture

ALTERNATIVE EVALUATION Surrogate indicator,Framing.

CHOICE

Heuristics: Are the "rules of thumb" that people use to make judgments and decisions.

choice heuristic, search heuristic.

POSTACQUISITIONconsumption,Consumer satisfactionor dissatisfaction, attribution theory, cognitive dissonance.

PURCHASE BEHAVIOR Impulse purchases, compulsive consumption, variety-seeking purchases.

PURCHASE INVOLVEMENTHabitual decision making:

A problem is recognized,long term memory provides a single preferred brand, that brand is purchased, only limited postpurchase evaluation occurs, associated with low involvement, associated with repeat purchases and brand loyalty.

Limited decision making Extended decision making:

increased information search,more extensive and complex alternative evaluation,more thorough postpurchase evaluation,associated with high involvement,

ENVIRONMENTAL AND SITUATIONAL INFLUENCES CONSUMER ENVIRONMENTMARKETING SITUATIONS

information acquisition, shopping, purchasing, consumption/usage, disposition.

SITUATIONS / SITUATIONAL INFLUENCES Information acquisition,Consumption,Shopping.

Five environmental/situational influences: physical surroundings,social surroundings,task definition,time,antecedent

states. PHYSICAL SURROUNDINGS Non spatial:

music,aroma,lighting,noise,humidity,weather.

Spatial: density/crowding,store location,store displays.

SOCIAL SURROUNDING culture,subculture,social class,reference groups,family.

TASK DEFINITION Reflects the purpose or reason for engaging in the buying or consumption behavior TIME AND TEMPORAL PERSPECTIVE ANTECEDENT STATE

Momentary moods, Momentary conditions

GROUP INFLUENCES

GROUP,REFERENCE GROUP. colleagues at work friends at school, roommates, members of clubs,

church, fraternities/sororities, etc.

GROUP INFLUENCE Aspiration group, dissociative group,Conformity,Compliance,private

acceptance,Group norms,Role,Sanctions,Role parameters,Role overload,Role conflict,Role stereotype,Word of Mouth (WOM) communications.

OPINION LEADERS Direct flow of information,multistep flow of information.

DIFFUSION OF INNOVATION

continuous innovation usually modifications of existing products to improve performance, taste,

reliability, etc. requires little change of behavior requires little learning low perceived risk

discontinuous innovation innovations that produce major changes in the lifestyles of consumers requires great change in behavior requires much new learning much perceived risk

CATEGORIES OF PRODUCT ADOPTERS innovators, early adopters, early majority, late majority, laggards.

HOUSEHOLD AND FAMILY DECISION MAKING

Household family,nonfamily,nuclear family, extended family,

FAMILY LIFE CYCLE Stages in the traditional family lifecycle: young/single==>young/married==>married/children==>empty nester Recall the notion of the Buying Center or Decision Making Unit:

Users, Influencers, Deciders, Buyers, Gatekeepers.

CULTURAL INFLUENCES

CULTURE Culture is comprehensive: it includes almost everything that influences an

individual's thought processes and behaviors Culture is acquired or learned: it does not include inherited responses or

predispositions. Values and behaviors are learned from cultural influences.

Culture supplies boundaries within which individuals think and act. We are seldom aware of cultural influences; we generally take these

influences for granted. Norms,cultural values,customs,mores.

NORMS: Nonverbal Communication

Time:Polychronic vs.monochromic,promptness,lead time. Space:office size and location,personal space. Friendship:fast vs. slow .Agreements:verbal vs. written. Things:terminal materialism,instrumental materialism.Symbols:pink vs. blue identifiers. Etiquette:generally accepted ways of behaving in social situations.

SOME CULTURAL VALUE ORIENTATIONS: Individual vs. collective,masculinity/femininity,time orientation,uncertainty avoidance,activity orientation,relationship to nature.

SUBCULTURAL INFLUENCES race, nationality, religion, age, geographic location, gender, social class.

Demographics market size, market composition, market location, market trends.

CAUSES OF POPULATION GROWTH Birth rate, Death rate,Net immigration.

AGE SUBCULTURES American baby boom, baby bust

SOCIAL CLASS SYSTEMsocial class:Education, Occupation, income.

upper class, upper-middle class, lower-middle class, lower class.

COMPANY PROFILE

COMPANY PROFILE

HISTORY OF KSDL

India is the land of ivory, silk, sandal, precious gems and magical charms of

centuries the most enchanting perfume of the world got its exotic spell with a twist of

sandal. The world’s richest sandalwood resource is from one isolated stretch of forestland

in South India. Karnataka state is the original home of the perfumed sandalwood and its

oil which is generally used in the making of sandalwood soap. It is due to world war

India faced several crises on the business of trading of sandalwood, which earlier went to

Europe and new destination by the inspiration of “Maharaja of Mysore”. The

Government soap factory started as a very small unit under the guidance of

Sir.M.Vishweshwaraiah wizard engineer of our country. With the help of Sri.S.G.Shastri

a distinguished chemist was sent to England by the Maharaja to master the finer aspects

of the soap manufactures. The perfumed sandalwood and its oil, which is generally used

for making sandalwood soap. It is known as “Fragrant Ambassador of India” sandalwood

also known as “Liquid Gold”.

The factory was started as a very small unit with a capacity of 100 tones per

annum at Bangalore in 1918. The factory was shifted to Rajajinagar Industrial Area,

Bangalore in July 1957. The plant occupies an area of 4 acres, which on the Bangalore-

Pune highway easily accessible by transport service and communications. By this factory

completed its 1st stage ambitious expansion and modernization brings a spectacular

process. KSDL is a public sector under taking wholly owned by Government of

Karnataka engaged in manufacturing satiric acid, glycerin, agarbathies and sandal talc.

The credit for today’s famous Mysore Sandal Soap goes to Sri.S.G.Shastri a

distinguished scientist who improved the process of soaps making and Late

Sir.M.Vishweshwaraiah the great engineer of our country was the brain behind the

project.

SANDALWOOD OIL:

Sandalwood, santallum album (santalaceae) is a South Indian tree widely

found in forests. The powdered wood is steam distilled and extracted the sandalwood oil

from the distillate. It is aromatic, very sweet, smooth and roseous oil. The chief

constituent of sandalwood oil is santol, a bicyclic sesquitrapene alcohol. Natural santol

contains both leave-alpha and dextro-beta forms are predominating the former.

The factory was built up in rich traditions for the quality of its soaps and was

called “Mysore Sandal Soap”. The brand name of the company “Mysore Sandal Soap”

was kept because the company KSDL was established by Mysore Maharaja and that’s

why the brand name of the company is called “Mysore Sandal Soap”.

The “Mysore Sandal Soap”, is the oldest toilet soap in India. Only one soap

with sandal is known as “Mysore Sandal Soap” and it is called natural sandal soap.

Mysore Sandal Soap is the best anywhere in the world. In India compared to other sandal

soaps, “Mysore Sandal Soap” is No.1 natural soap. It has original perfume of

Sandalwood Oil.

The KSDL is having toilet soaps plant. KSDL producing 75% of world’s

sandal oil. KSDL is also having detergent plant with sulphurex plant to produce acid

slurry, ababiz plant for spray drying the detergent cakes and powder and a sintex plant for

detergent cakes and bars.

COMPANY AT A GLANCE:

NAME OF THE

ORGANIZATION

Karnataka Soaps & Detergents Limited

Address of Registered

Office

Karnataka Soaps & Detergents Limited

Bangalore- Pune Highway,

Post Box No. 5531,

Bangalore – 560 055.

Year of Establishment 1981

Constitution Management

Control

Owned by Government of Karnataka Board of Directors

Trade Mark SHARABHA

Product Range Toilet Soaps, Bar Soaps, Detergent Soaps, Detergent

powder, Talc powder, Baby powder, Baby Soap and

Agarbathies

Plants Bangalore – Soaps & Detergents, Fatty acids

Mysore – Sandalwood oil & Agarbathies

Shimoga – Sandalwood oil

Sources of Raw Materials Raw Materials imported from Malaysia and

Singapore is Non-Edible Palm Oil, Palm Kernnal Oil and

Distilled Fatty Acids

Production Capacity Licensed capacity is about 46,000 tones per annum but

utilizing 26,000 tones of toilet soap, 10,000 tones

detergents, it works on shift basis

Area 4 Acres

Cost of Sandalwood 50,000 per Kg

Suppliers of Sandalwood Forest Department of Govt. of Karnataka

Sources of Finance Loans from Commercial Bank, Co-operative Bank, State

Bank of Mysore, Syndicate Bank, Canara Bank, Vijaya

Bank, Industrial Development Bank of India, Industrial

Finance Corporation of India, Industrial Credit &

Investment Corporation of India

Main competitors in India Hindustan Lever Ltd. and Godrej

Competitors Abroad China

Process know how The factory is pioneered in the manufacture of various soaps

and technology imported from Italy

Slogan Natural products with Exotic Fragrances

Growth Rate 7% per annum

Web Site WWW.mysoresandal.com

Objectives of KSDL:

To serve self and national economy.

To attain self-reliance.

To promote and uphold its image as market of traditional product.

To promote purity and quality product and thus enhance age-old charm.

To maintain the broad loyalty of its customer.

NUMBER OF EMPLOYEES IN KSDL:

AREA BANGALORE MYSORE MARKETING SHIMOGA TOTAL

Executive 114 20 64 04 202

Non-Executive 689 45 33 16 783

Total 803 65 97 20 985

The Range of Salary is taken by Employee’s

RANGE OF SALARY NUMBER OF EMPLOY’S

7400 – 13120 91

5575 – 10620 49

3815 – 5715 766

http://WWW.mysoresandal.com/

3490 – 4965 & 4095 – 5085 92

BRANCHES OF KSDL:

At present KSDL have two main divisions at:

Shimoga

Mysore

The perfumed and superior quality agarbathi introduced in 1985 and the

divisions are functioning from 1970 and 1984 respectively.

In all over India there are seven branches of sales.

Branches Depots

Bangalore Bangalore, Hubli, Raichur and Davanagere

Chennai Chennai, Madurai, Salem and Cochin

Hyderabad Hyderabad, Vijayawada & Ananthpur

Mumbai Pune & Ahmedabad

Calcutta Calcutta, Patna, Cuttack & Gowhati

Delhi Delhi, Jaipur & Jalandhar

ISO 14001 POLICY OF KSDL :

KSDL is committed to preserve natural environment in the production of its

quality products to the satisfaction of its customers.

KSDL will comply with all statutory and regulatory requirements pertaining to

environment stipulated by both state and central authorities.

KSDL would initiate and implement action to reduce all impacts that are likely to

be source of concern to the environment.

KSDL is committed to prevent and minimize risks to the environment and

conserve natural resources by waging was no wastes.

KSDL would strive and set example in protection and promotion of an eco

friendly environment.

KSDL will motivate every employee of the company is preserving the

environment by providing appropriate training.

PRODUCTION DEPARTMENT

KSDL has three production plants:

Soap Plant:

It has a production capacity of 26,000 tones per annum. It has the largest

production units in India. The sophisticated plant from Italy has wholly integrated

straight-line facility that links up process sequence for straight productivity.

The production is carried on a streamline right from raw material preparation

to the end. The line collection has built in facility for bleaching and sulphonification.

Finishing touch for the soaps is given on the universe-wrapping machine. The high speed

auto wrapper has the capacity to handle soaps virtually only on size and shape.

DETERGENT PLANT:

The detergent plant has an installed capacity of 10,000 tones sulphuric oxide.

The detergent plant also produces industrial detergents used in the formulation as well as

pesticides powder for crop protection, while the acid slurry is the main ingredient in the

manufacturers of detergent powders, bars and cakes.

FATTY ACID PLANT :

It is the major raw material for soap unit. Forty five million has been invested

in machineries. It was functioning as a feeder plant for several other soap manufacturers

within installed capacity of 10,000 tones per annum.

PRODUCT PROFILE

PRODUCT PROFILE:

TOILET SOAPS

NAME OF THE PRODUCT UNITS OF GRAMS

Mysore Sandal Soap 75

Mysore Rose Soap 100

Mysore Sandal Bath Tablet 150

Mysore Special Sandal Tablet 75

Mysore Sandal Guest Soap 18

Mysore Lavender Soap 75

Mysore Lavender with Tablet 150

Mysore Jasmine Soap 100

Mysore Jasmine Guest Tablet 150

Mysore Rose Guest Tablet 20

Mysore Carbolic Soap 150

Mysore Sandal Classic Soap 75

Mysore Sandal Gold Soap 125

Mysore Sandal Baby Soap 75

Mysore Jasmine Soap 125

Jasmine Soap 150

Mysore Rose Soap Tablet 100

Mysore Rose Guest Tablet 50

Mysore Sandal Jasmine Rose ( 3 in 1 ) 450

DETERGENTS

NAME OF THE PRODUCT UNITS IN GRAMS

Mysore Detergent Powder 1000

Mysore Detergent Powder 500

Mysore Cake Powder 250

Mysore Bar 125

Point Detergent Powder 1000

Mysore Cake Powder 125

AGARBATHIES

NAME OF THE PRODUCT

Mysore Sandal

Mysore Rose

Meditation

Mysore Jasmine

Suprabatha

Mysore Sandal Premium

Parijatha

Bodhisathva

TALCUM POWDER

NAEM OF THE PRODUCT UNITS IN GRAMS

Mysore Sandal Baby Powder 100, 200, 300 & 400

Mysore Sandal Talc 20, 50, 100 & 300

DESIGN OF THE STUDY

SCOPE OF THE STUDY

The study is confined to KS&DL at Tirupati. The study aims in evaluating the behaviors of the consumer towards the My sore sandal soaps.

The present study not only describes the behavior of the consumer but also provides valuable suggestions regarding the My sore sandal soaps for the enrichment of the company in future.

OBJECTIVES

To know the awareness towards Mysore sandal soaps by the consumer.

To know the consumer likeliness towards the feature in Mysore sandal.

To know the opinion of consumer about Mysore sandal soaps.

To know the availability of Mysore sandal soap to the consumers.

To know the sales promotion activities that the consumer think is more effective for Mysore sandal soaps.

To evaluate the perception of consumer towards the Mysore sandal soaps.

To know the effect of advertisement on consumers.

THE METHODOLOGY FOR THE STUDY

The methodology and sampling plan adopted for the study as follows:

Research Design:

The both descriptive research and explanatory research to be adopted.

Sample Size:

The data is collected from 200 consumers; the area for the collection of data is Chittoor.

Sampling Method:

The sampling method to be adopted is convenience sampling to collect information from different type of respondents.

Sources of data:

The data is collected through two types of sources.

Primary Data:

The primary data has been collected through a well structured- questionnaire by approaching directly towards the customers. The survey has been conducted and drawn respondent belonging to different age groups, professionals, income levels and educational qualifications.

Secondary Data:

The secondary data was collected through the magazines, journals, and websites of the company, records of the company and from other sources.

Statistical Techniques:

Various statistical techniques like bar charts, pie charts etc., and has to be initialized during the analysis of the study.

HYPOTHESIS

The Hypothesis is the tool of processing in finding the exact

solution for

the Problem

Hypothesis may be of two types in accordance with the type of

statistical data that is being used for analysis of data.

The two types are:

1. Null Hypothesis.

2. Alternative Hypothesis.

These two are chosen before the sampling is taken.

NULL HYPOTHESIS

It represents the hypothesis we are trying to reject. It

specifies that the statement of the problem will consider as

“true” after the analysis. If the result is positive, the

statement will be taken generally in hypothesis testing. We

proceed on the basis of null hypothesis, keeping the

alternative hypothesis in view.

Generally all the people will follow the null hypothesis

frequently. The null hypothesis is symbolized as ‘ho’.

ALTERNATIVE HYPOTHESIS

The alternatively hypothesis is usually the one which

wishes to prove just against the null hypothesis. The

statement of the problem will be considered as ‘false’ after

the analysis. If the result is contrary the statement will be

considered as “true”, else the complimentary of the

statement will be taken. The alternative hypothesis is

symbolized as ‘Ha’.

If we accept ‘Ho’ then we are rejecting ‘Ha’ and

vice versa.

If the hypothesis is of type Ho then we call such a

hypothesis as sample or specific. If the hypothesis of the type

Hoorthen we will call it as a composite or non-specific

hypothesis.

LIMITATIONS

The number of respondents is only 200 due to the factor.

It is difficult to have an overall perspective in which a marketing problem is to be viewed and studied.

The duration of the study is only one month.

The absence of meaning dialogue between the marketing management and the market research team.

The area of study is limited that is Tirupati only

DATA ANALYSIS

Age Group Of Respondents

The above table mentions different age group of respondents. It consists 26

respondents are below 25 Yrs,34 are between 25 &35 Yrs,44 are between

35&45 Yrs,54 are between 45 & 60 Yrs and 42 respondents are above 60 Yrs

DESCRIPTION NO.RESPONDENTS

PERCENTAGE

Below25 Yrs 26 13Between 25 & 35

Yrs34 17

Between 35 & 45 Yrs

44 22

Between 45 & 60 Yrs

54 27

Above 60 Yrs 42 21TOTAL 200 100

Sex Group Of Respondents

For the analysis the male respondents are 139 which are 69.5%, and the

Female respondents are 61 which is 30.5%.

Occupation Of Respondents


PERCENTAGE

Male 139 69.5Female 61 30.5

Total 200 100

The above table shows that the occupations of the respondents are as follows

Employees:20%,

Businessmen:33%,Executives:24%,Labourers:23%Respectively

Educational Qualification Of Respondents


PERCENTAGE

Employees 40 20Businessmen 66 33

Executives 48 24Labourers 46 23

Total 200 100

The educational qualifications of the respondents are as follows

Illiterates:10%,BelowSSC:22%,Graduates:32%,Professionals:36%.

INCOME LEVEL OF THE RESPONDENTS


PERCENTAGE

Illiterate 20 10Below SSC 44 22Graduates 72 36

Professionals 64 32Total 200 100

The income levels of the respondents are as follows

BelowRs.3000/-:30%,Rs.3000/-toRs.5000/-:23%,Rs.5000/-

to8000/-:18%,Above Rs.10000/-:29%


PERCENTAGE

Below Rs.3000/- 60 30Rs.3000/-

toRs.5000/-46 23

Rs.5000/-toRs.10000/-

36 18

Above Rs.10000/-

58 29

Total 200 100

Awareness of Mysore Sandal Soaps

From the above table 172 respondents are aware of the Mysore Sandal Soaps

and the remaining 28 are not aware of the product.

The percentage of awareness is 86% and not awareness of product is 14%.

Factors influencing while purchase of bath soaps


PERCENTAGE

Awareness 172 86Not Awareness 28 14

Total 200 100

From the above table it is clear that while purchasing the bath soaps 24% of

the respondents are influenced by the price,31% by the quality,19% by the

Fragrance,06% by the packaging,06% by the quantity,10% by the goodwill,

and 04% by durability.

Present using brand of bath soaps by the respondents

DESCRIPTION

NO.RESPONDENTS

PERCENTAGE

Price 48 24Quality 62 31

Fragrance 38 19Goodwill 20 10Quantity 12 6

Packaging 12 6Durability 8 4

Total 200 100

From the table it is clear that the users of the Mysore Sandal Soaps are 32 out

of 200 respondents,22 are using cinthol,32 are using lifebuoy,12 are using

Hamam,18 are using Lux,40 are using Santhoor,38 are using rexona,2 are

using Dove and remaining 4 are using Pears.


PERCENTAGE

Mysore Sandal Soaps

34 17

Cinthol 22 11Santhoor 40 20Hamam 12 6

Lux 18 9Lifebouy 32 16Rexona 38 19Pears 4 2Total 200 100

Media for the awareness of MSS to the respondents

From the above table it is observed that media for the awareness of bathsoaps

are given below.

Printmedia:15%,Electronicmedia:65%,Friends&Relatives:12%,Peers&Colleg

ues:08%Respectively


PERCENTAGE

Print media 30 15Electronic

media130 65

Friends Relatives

24 12

Peers&Collegues

16 8

Total 200 100

Factors in MSS liked by the respondents

The above table shows that 29% of the respondents liked the fragrance,07%

liked the price,24%liked the quality,13%liked the quantity,20% of the

respondents liked both the quality and the fragrance in the Mysore Sandal

Soaps.


PERCENTAGE

Price 14 7Fragrance 58 29

Quality 48 24Quantity 26 13

Packaging 14 7Quality&Fragra

nce40 20

Total 200 100

Opinion about the price of MSS by the respondents

From the above table it is clear that the opinions of the respondents about the

price of the Mysore Sandal Soaps are as follows:

Satisfied respondents are :46which is 23%,who are thinking less is 06 which

is 03%,and the respondents who are thinking price is high 148 which is equal

to 74%.


PERCENTAGE

Satisfactory 46 23Low 6 3High 148 74Total 200 100

Availability of MSS to the respondents

The above table gives us the clearance of availability of mysore sandal soaps

to the respondents are:

The mysore sandal soaps availability is: 94.5% and the non-availability is:

5.5%.

DESCRIPTION

NO.RESPONDENTS

PERCENTAGE

Yes 189 94.5No 11 5.5

Total 200 100

Promotional offers suggested by the consumers

The above table showing the sales promotion activities which are preferred by

the consumers. In that 26% of respondents prefer samples, 20%prefer free

gifts, 24%prefer discount, 10% prefer coupons, and 20% of the respondents

prefer other sales promotion activities.


PERCENTAGE

Samples 52 26Free gifts 40 20Discounts 48 24Coupons 40 20Others 20 10Total 200 100

Opinion about MSS by the respondents

Opinion given by the respondents towards the mysore sandal soaps are as

follows:

Verygood: 43%, Good: 29%, Uptomark: 12%, Satisfactory: 16%Respectively.

DESCRIPTION

NO.RESPONDENTS

PERCENTAGE

Very good 86 43Good 58 29

Up to mark 24 12Satisfactory 32 16

Total 200 100

Suggestions by the respondents

The above table is showing most of the respondents are suggesting to reduce

the price i.e.118,07 are suggesting to improve quality,20 are suggesting to

provide freegifts,38 are suggesting to provide more ads, and 10 respondents

are suggesting to make full awareness, Others 7 suggesting out of 200

respondents.

DESCRIPTION NO.RESPONDENTS PERCENTAGE

To reduce Price 118 59

To improve Quality 7 3.5

To Provide Promotional Offers 20 10To give more Advertising 38 19

Others 7 3.5

To make more Awareness 10 5Total 200 100

Non availability of customer is shift to

DESCRIPTION

NO.RESPONDENTS

PERCENTAGE

Other outlet 148 74Oher Brand 52 26

Total 200 100

FINDINGS

FINDINGS

Most of the respondents in the survey are between the age group of

35Yrs & 60 Yrs.

The survey includes 69.5% of male respondents out of 200,

remaining30.5% are the female respondents.

The survey includes the executives about 24% and the

businessmen33%, employees20%, and 23% of laborers.

Most of the respondents are graduates i.e., 36%and the professionals

i.e., 32%,Below SSC 22%.

Most of the respondents are earning more than Rs.3000/-

30%,Rs.5000/-to8000/-are 18%, Rs.3000/-to5000/-are 23%.out of 200

respondents.

About 86% of the respondents are aware of mysore sandal soaps. In

that most of the respondents became aware of the product through

electronic media.

31% of the respondents are mainly influenced by the quality while

purchasing of the bath soaps.

Most of the respondents are using various bathsoaps such as

Santhoor(20%),lifebuoy(16%),dove(1%),pears(02%),lux(09%),hamam

(06%),where as the 16% of the respondents are using mysore sandal

soaps.

Most of the respondents are preferring quality, fragrance, and both the

quality&fragrance,i.e.,24%,29%,and20% in mysore sandal soaps.

Respondent’s opinion about the price of the product is high.

Majority of the respondents i.e.,189 out of 200 are having availability

of mysore sandal soaps.

Most of the respondents preferred discounts(24%),coupons(20%),

followed by the freegifts(20%),samples(26%),and others(10%) for the

sales promotion of mysore sandal soaps.

SUGGESTIONS

SUGGESTIONS

There is needed to make more awareness of Mysore sandal soaps.

Most of the respondents are thinking that the price of Mysore sandal

soaps is high when compared to other soaps in the market, so the price

should reduce to some extent.

Advertisement should be increased through the different channels.

The respondents preferred discounts, coupons, freegifts, and samples

for purchasing of bathsoaps.so it has to maintain in an efficient

manner.

Most of the respondents are influenced by the quality while purchasing

bath soaps,hance it is the important factor which should be maintained.

The increasing sales are possible by adequate availability with the

stock of Mysore sandal soaps.

BIBLIOGRAPHY

BIBLIOGRAPHY

To substantiate the study and findings we have referred the following Books and journals for supporting materials:

Marketing management by Philip Kotler.

Marketing research by G.C. Bery.

Research Methodology by Kothari.

Consumer Behavior by David L.Loudon & Albert J.Della Bitta.

Company journals.

www.indianfoline.com

www.mysoresandal.com

A STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS IN TIRUPATI

QUESTIONNAIRE

Name of the respondent:___________________________________

Address:___________________________________________________________

Age:__________ Sex:____________ Income level:_______________

Occupation:________________ Educational Qualification:__________--

1. Are you aware of Mysore Sandal Soaps?

a)Yes b)No

http://www.indianfoline.com/

2. Which soap are you using at present?_____________________

3. How often you buy the soap?

a)Weekly b)Twice a month c)Monthly

d)Occasionally e)Others _________

4. Which aspects influence you while purchasing bath soap?

a)Price b)Quality c)Fragrance d)Durabality

e)Packaging f)Quantity g)Goodwill h)Others

5. Which feature in the Mysore Sandal Soap do you like?

a)Price b)Quality c)Fragrance d)Packaging

e)Quantity f)Others

6. How do you know about the Mysore Sandal Soaps?

a)Print Media b)Electronic Media c)Friends&Relatives

d)Peers&Colleagues e)Others

7. Which media would you suggest for promotion for Mysore Sandal Soap?

_________________________________________________________

8. What is your opinion about price of the Mysore Sandal Soaps?

a)Satisfactory b)Low c)High d)Compititive

e)Others

9. Do you have the availability of the Mysore Sandal Soaps?

a)Yes b)No

10. if there is non availability of the product do you shift to?

a)Other Outlet b)Other brand

11. How do you rate the overall performance of Mysore Sandal Soaps?

a)Excellent b)Good c)Average d)Poor e)Very poor

12. Do you feel more promotional aspects is to be carried out?

a)Yes b)No

if yes Which sales promotion activity is more effective for the

Mysore Sandal Soaps?

a)Samples b)Free gifts c)Discount coupons d)Others

13. Specify sandal soaps you aware of?

a) Mysore Sandal Soaps b)Santoor c)Nima Sandal d)Rexona e) Others

14. Do you feel Mysore Sandal Soaps packaging is to be improved?

a)Yes b)No

15. In your view who is the major competitor to Mysore Sandal Soaps?

___________________________________________

16. Have you recommended this product to the others?

a)Yes b)No

17. Does Combi pack influence you to purchase Mysore Sandal Soaps?

a)Yes b)No

18. What is your level of satisfaction towards Mysore Sandal Soaps?

a)Very high b)High c)Moderate

d)Low e)Very low

19. In your view rank the following brands?

a) Mysore Sandal Soaps b) Santoor c) Nima Sandal

d) Rexona e) Others

20. What are the suggestions to improve the image of Mysore Sandal Soaps?

a)Improve quality b) Improve convenience c) Improve availability

d) Improve added benefits e) Improve promotional offers

e) Improve variety and awareness

21. Any suggestions for KS&DL on the Mysore Sandal Soaps ___________

__________________________________________________________

Thanking you for your kind co-operation

Place:

Date:

Signature

Consumer Behavior at Mysore Sandal Soaps

Documents

Transcript of Consumer Behavior at Mysore Sandal Soaps