Consumer behaviour towards mysore sandal soap

KARNATAK LAW SOCIETY’S

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH

PROJECT REPORT ON

“Consumer Behaviour towards Mysore Sandal Soap”

KARNATAKA SOAP & DETERGENT LIMITED ATBANGALORE

SUBMITTED TOKARNATAKA UNIVERSITY, DHARWAD

SUBMITTED BYMr. VINAYAK N. PATIL

MBA09003119In the partial fulfillment of the requirement for the award of Master’s in

Business Administration (MBA) awarded by Karnataka University,

Dharwad for the year 2009-10.

Internal Guide External Guide

Prof. Deepa More Mr. H.G Raja Rao

KARNATAK LAW SOCIETY’S

INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH

BELGAUM.

(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)

CERTIFICATE

This is to certify that Mr. Vinayak N Patil has satisfactorily completed

his Major Concurrent Project on “Consumer Behaviour towards Mysore

Sandal Soap.” in the partial fulfillment of the requirement of Masters of

Business Administration, during the academic year 2009-2010.

INSTITUTE GUIDE DIRECTOR

Prof. Deepa More Dr. A.B Kalkundrikar

ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this is no different.

As a introduction to any last would be incomplete without the mention of people who

have made it possible and whose constant guidance and encourage served as beacon

light my effort with success.

I like to thank My Family and Friends who have directly or indirectly helped

me in successful completion of this project and will remain the source of inspiration for

putting my best efforts to ensure the success of this report.

I wish to take this opportunity to express my deep sense of gratitude to Mr. H.G

Raja Rao, product manager of the KS&DL Bangalore, for providing me an

opportunity for carry out my Major Concurrent Project at their esteemed organization.

I am Grateful to my Internal Guide Prof. Deepa More who has guided me in

each and every mode of the project work and helped me to understand more and more. I

also like to thank my External Guide (Company Guide) Mr. H.G Raja Rao who has

supported me throughout my project.

I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar for

his inspiration, advice and support in project work.

Thanking you.

Place: Belgaum VINAYAK N. PATIL

Date:

DECLARATION

I, Vinayak N. Patil hereby declare that the project report entitled

“Consumer Behavior towards Mysore Sandal Soap in Bangalore.” is an independent study carried out by me during

my Major Concurrent Project.

I also hereby declare that this report is not being submitted to any organization and the data will be held confidential.

Date: Vinayak N. Patil

Place:

I NDEX

S No. PARTICULAR Page No1 Executive Summary 12 Industrial Profile 2-33 Company Profile 4-94 Organization Structure 10-205 Product Profile 21-246 Introduction to topic 25-317 Research Methodology 32-348 Data analysis & Interpretation 35-509 Test Hypothesis 51-5210 Finding 5311 Suggestions 5412 Conclusion 5513 Bibliography 5614 Annexure 57-58

EXECUTIVE SUMMARY

In present competitive scenario, the FMCG companies are mainly concentrating on analyzing

the consumer behaviour which is essential for the growth of the company. FMCG sector

needs speed, convenience, the ability to interact across multiple channels and the ability to

work with multiple distribution channels from which they expect consistent growth and

penetration in the market.

TITLE OF THE PROJECT :

“Study of Consumer Behaviour towards Mysore Sandal Soap”

The project is being carried out in Bangalore city with a clear objective of understanding the

consumer behaviour towards Mysore sandal soap and its related brands.

The primary data is collected through survey technique and field work by interviewing the

consumers and general public. The secondary data is collected through company websites

and past records.

The questionnaires consisting of both open ended and close ended questions have been

designed to obtain the required information from the respondents keeping in mind the

objectives of the study.

Analysis was made out of the opinions produced there in based upon this analysis conclusion

and recommendations were aimed at.

INDUSTRY PROFILE Soap is one of the commodities which have become an indispensable part of the life

of modern world. Since it is non durable consumer goods, there is a large market for it. The

whole soap industry is experiencing changes due to innumerable reasons such as government

relations environment and energy problems increase in cost of raw material etc.

The changing technology and ever existing desire by the individual and the

organization to produce a better product at a more economical rate has also acted as catalyst

for the dynamic process of change.

More and more soap manufactures are trying to capture a commanding market share

by introducing new products. The soap industry in India faces a cut throat competition with

multinational companies dominate the market. They are also facing severe threat from

dynamic and enterprising new entrance especially during 1991-92.

If we look back into the history of soaps & detergents, mankind knew about soaps

nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, when

roasted meat over flowed on the glow in ashes. This lump like product was soap & had

foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made &

marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent for

making soap was taken in London. The world consumption of soap in 1884A.D. was said to

be 2lakh tonnes p.a.

HISTORY OF THE SOAP:

Soap manufacturing was started in North America. Some American companies with

well known names were started 200 years ago. During middle age soap was made at various

places in Italy, France, England & other countries. France became famous & many small

factories were established there.

In India the first soap industry was established by North West soap company in1897

at Meerat following the swadeshi movement. Since 1905, the following come into force:

• Mysore soap factory at Bangalore

• Godrej soap at Bombay

• Bengal chemicals

• Tata oil mills

• 1930 lever brothers co.

THE INDIAN SOAP INDUSTRY SCENARIO:

The Indian soap industry has long been dominated by hand full of companies such as:

1. Hindustan levers limited.

2. Tata oil mills (taken over by HLL)

3. Godrej soaps private limited.

The Indian soap industry continued to flourish very well until 1967-68, but began to

stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in

demand can be attributed due to;

1. Growth of population.

2. Income & consumption increase.

3. Increase in urbanization.

4. Growth in degree of personal hygiene.

Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comes

under organized sector.

PRESENT STATUS:

Market scenario:

India is the ideal market for cleaning products. Hindustan liver, which towers over the

cleaning business, sells in all over the cleaning business but the tiniest of Indian settlements.

The 7.4lakhs tons per annum soap market in India in crawling along at 4%

The hope lies in raising Rupee worth, the potential for which is high because the Indian soap

market is pseudo in nature & it is amazingly complex being segmented not only on the basis

of price benefits, but even a range of emotions within that outlining framework.

PROBLEMS OF SOAP INDUSTRY:

Soap industry faces some problems in case of raw materials. The major ingredients

are soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of serious

problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh

tons & is met through imports. In recent times, caustic soda and soap ashes in the cheaper

varieties of soaps are quite high.

COMPANY PROFILE

HISTORY OF KS&DL (INCEPTION):

Karnataka soaps & Detergents Limited, a successor to the government soap factory,

which is one of the premier factories among the Indian soap industries. After World War 1,

there was a slump in the sandal wood export to the west. It dropped a blanket of gloom over

business & trading in India. The Maharaja of Mysore turned this threat in to an opportunity,

by sowing the budding seeds of KS & DL on the out skirts of Koti forest, near Bangalore in

1918.

The project took shape with the engineering skill and expertise of a top-level team with

the inspection of the Diwan of Mysore Late Sir. M. Visvesvaraya & with the service of

scientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough.

The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect of

manufacturing of sandalwood oil & world famous Mysore Sandal Soap.

The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of

100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area,

Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent &

fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport services

and communication. In November 1918, the Mysore Sandal Soap was put in to the market

after sincere effort & experiments were undertaken to evolve a soap perfume blend using

sandalwood oil as the main base to manufacture toilet soap.

RENAMING OF COMPANY:

On Oct 1st 1980, the Government Soap Factory was renamed as “KARNATAKA

SOAPS AND DETERGENTS LIMITED”. The company was registered as a Public

Limited company. Today the company produces varieties of products in toilet Soaps,

Detergents, Agarbathis and Talcum powder. KS&DL has been built up with rich tradition for

the quality of its products. Mysore Sandal Soap is the No: 1 anywhere in the world. The

Karnataka state is the original home of the Sandal oil, which uses Original perfume

sandalwood in the manufacturing of Mysore Sandal Soaps.

It is also known as the “FRAGRANT AMBASSADOR OF INDIA”.

TRADEMARK OF MYSORE SANDAL SOAP

The “SHARABHA”

The carving on the cover is the ‘Sharabha’, the trademark of

KS&DL. The Sharabha is a mythological creation from the puranas and embodies the

combined virtues of wisdom, courage & strength, while it is illustrated in its unusual from the

body of a lion with head of an elephant. It was adopted as an official emblem of KS&DL to

symbolize the philosophy of the company. The Sharabha the symbolized power that removed

imperfections & impurities. The Maharaja of Mysore has his official emblem adopted it. And

soon took its pride of place as the symbol of the government Soap factory, of quality that

reflects a standard of excellence of Karnataka Soaps & Detergents Limited.

OWNERSHIP PATTERN:

“Wholly owned by Government of Karnataka”

COMPETITORS INFORMATION AND THEIR MARKET SHARE:

HUL 70%

Godrej 4%

Procter & gamble 10%

KSDL 11%

Others 5%

PRESENT STATUS:

1. The company has entered into shampoo, dish wash, detergent bar & room refresher.

2. The company is striving to develop new perfumes for soaps detergents, agarbathies &

shampoo.

3. The company wants to improve the existing products in terms of quality.

ACHIEVEMENTS / AWARD:

1. Government of Karnataka

Dept of Industries and commerce

State Export Promotion Advisory Board. “EXPORT AWARD” 1974-75

2. Detergent Plant

M/s Chemical Bombay have given 1st price for the year 1980-81

3. Geographical Indication GI-2005

4. ISO 9001-2000 in the year 1999

5. ISO 14001-2004 in the year 2000

FUTURE GROWTH AND PROSPECTUS:

1. Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil

based perfume, Aloe Vera, Vitamin-E etc as additive and suitable for all types of skin

and all seasons.

2. Improvement in existing products Mysore Sandal classic improved moisturizers &

skin conditions.

3. Introduction of sandalwood powder in 50gms, 100gms to meet the growing demand

for religious purpose.

4. Introduction of new higher powered detergent powder for institutional sales in bulk

packaging.

5. To attain market leadership.

6. Introduction of new trade schemes to increase sales.

7. Aggressive advertisement and publicity as part of sales promotion.

8. Reduction in distribution expenses.

9. Cost-reduction in all areas.

10. Instant decision making in certain procurement activities.

11. Timely introduction and implementation of market driven decisions.

12. Ensuring effective internal control.

BIRDS EYE VIEW OF KS&DL:

1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was

Introduced into the market for the first time.

1950 - The factory output rose to find terms.

1. Renovating the whole premises.

2. Installing a new boiler soap building plant & drying chamber.

1954 - Received License from government to manufacture 1500 tons of soap & 75 tons of

glycerin per year.

1957-Factory shifted its operations to Rajajinagar industrial area.

1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA (Italy)

technology.

1981- a. Production capacity was increased to 6000 tons.

b. Rs.5 crore Fatty acid plant was installed with technical collaboration from Europe.

1992- The Board for Industrial & Financial Reconstruction (BIFR), New Delhi in December

For rehabilitation.

1996- The BIFR approved the Rehabilitation scheme in September.

1999- ISO 14001 Certificate pertaining to Environmental Management System.

2000- In May, the BIFR, New Delhi Declared the Company to be out of the purview.

2004- The company launched Herbal Care Soap.

ISO 9002 QUALITY POLICY:

KS&DL commits to “customer delight” through Total Quality Management &

continues improvement by involvement of all its employees.

ISO 14001 ENVIRONMENTAL POLICIES OF KS&DL:

1. Is committed to preserve the natural environment in the production of its quality products

to the satisfaction of its customer.

2. Will comply with all statutory & regulatory requirements pertaining to environment

stipulated by both state & central authorities.

3. Would invite & implement action to reduce all impacts that are likely to be a source of

concern to the environment.

4. Would strive & set an example in protection & promotion of an eco-friendly environment.

5. Is committed to prevent & minimize risks to the environment & conserve natural

resources by waging a war against wastes.

6. Will motivate every employee of the company in preserving the environment by

providing appropriate training.

7. Will make available a copy of environment policy, under environment Management

system on a written request to its manager (Environment & Policy)

VISSION:

• Keeping pace with globalization, global trends & the State’s policy for using

technology in every aspect of governance.

• Ensuring global presence of Mysore Sandal products while leveraging its unique

strengths to take advantage of the current Tech scenario by intelligent & selective

diversification.

• Secure all assistance & prime status from Government India all Tech alliances.

Further, ensure Karnataka’s pre-eminent status as a proponent & provider of Tech

services to the world, nation, & private sectors.

MISSION:

• To serve the National economy.

• To attain self-reliance.

• To promote purity & quality products

• To maintain the Brand loyalty of its customers.

• To build upon the reputation of Mysore sandal soap based on pure sandal oil.

OBJECTIVES OF KSDL:

• To serve the National economy.

• To attain self-reliance.

• To promote purity & quality products

• To maintain the Brand loyalty of its customers.

• To build upon the reputation of Mysore sandal soap based on pure sandal oil.

ORGANISATION STRUCTURE

I. BASIS OF DEPARTMENTATION

KS&DL is a manufacturing concern of moderately large size. We can see here

functions wise departmentation. It facilitates effective utilization of manpower and resources

and it is a simple, economical and reasonable organization pattern.

II. LEVELS OF ORGANISATION

The organization of KS&DL consists of 4 levels, they are

TOP LEVEL consisting of BOD’s and M.D

SECOND LEVEL consisting of Directors of Finance and Special officers

THIRD LEVEL consisting of senior managers, deputy managers and officers.

FOURTH LEVEL consisting of clerks, Assistants and Attendees.

III.ORGANIZATION CHART OF KS&DL

KS&DL is Functional type of organization. Under this type of organization men

with special abilities in a specialized function are employed. The hierarchy is represented as

follows.

ORGANISATION CHART:

EXECUTIVE DIRECTOR(MARKETING)DY. GEN MGR(MTLS & Strs)DY. GEN MGR

(FTD)MGR

(MD’s Office)MGR(MIS)

C SAGM

(R & D)GEN. MANAGER

(FINANCE)MANAGING DIRECTOR

GEN. MANAGER(R&D/P&M)

AGM(HRD)

FUNCTIONAL DEPARTMENTS OF KS&DL

1. Human Recourse Department. (HRD).

2. Production & Maintenance Department.( P & M )

3. Marketing Department. ( MKTG )

4. Finance A/c & Audit Department.(Finance)

5. Material & Stores Department (MTLS & Strs).

6. Research & Development (R & D).

7. Foreign Trade (FTD).

8. Quality Control Department.

9. Welfare Department.

Obj100

1. HUMAN RESOURSE DEPARTMENT:

Luther Gulick highlighted “POSDCORB” which stands for planning organizing,

staffing, Directing, Coordinating, Reporting & Budgeting is the part of personnel

management.

H R D performs lot of function in KSDL.

1. Recruitment

2. Implementing.

3. Training

4. Cordial relationship of Industry

5. Disciplinary matters

6. Performance appraisal

7. Employee safety etc

2. PRODUCTION DEPARTMENT:

KSDL has 3 main production plants:

i. Fatty Acid Plant

ii. Soap Plant

iii. Detergent Plant

Fatty Acid Plant:

The basic raw materials, Oil & fats undergo the splitting & refining process

including hydrogenation at the fatty acid plant. It is also obtained & used for soap

making. The plant has a capacity to process 10,000mt of oils 1 fat.

Soap Plant:

The soap plant is one of the largest production plants in the country with an installed

capacity of 26,000 tons per annum.

KSDL’s soap plant has its uniqueness that it has the capacity to process as many as ten

different varieties of soap simultaneously. The sophisticated plant from Italy has a wholly

integrated straight line facility that links up process sequence for higher productivity.

It is a stream line flow through right from raw material preparation to wrapping stage

the line collation with the built in facility for continuous fat bleaching & saponification. The

finishing touches are given by high tech universal wrapping machine. This high speed auto

wrapper has the capability to handle soaps of virtually all size & shape.

Detergent Plant:

It has installed capacity of 10,000 tons per annum. To produce spray dried, powder & a

syntax plant for detergent cakes & bars. It produces industrial detergent which is used in the

formulation of wet table pesticide powders for crop protection.

3. MARKETING DEPARTMENT:

The company main products are soaps & detergents which are sold in different parts

of India. There are depots at various places of the country which are controlled by seven

branches. The role of each branch is to ensure that sales activities coming under their control.

ORG: Operational Research Group report main source of marketing research private agency

which study the competitors consumer demand, market etc that generates the report.

Branch Depots

1. Bangalore Hubli, Raichur

2. Chennai Chennai, Salem, Madurai, Cochin

3. Hydrabad Hyderabad, Vijayawade, Ananchapur

4. Mumbai Bhiwandi, Ahmedabad, Pune

5. Calcutta Cuttack, Patna, Gauhati

6. Delhi Delhi, Jaipur, Jullundur

Marketing Department Chart Executive Director(Marketing)

Dy Gen Manager(Marketing – HO)

AGM(MKTG)

AGM(CFGS)Heads ofBranches

MGR(LEGAL)

MGR(MRIS)

Channel of Distribution:

KSDL manufactures their products i.e. soaps & detergents. after this sent to various

distribution points through agents. The stockiest sells to various retailers hence it reaches to

the consumers.

Manufacture (KSDL)

Agents

Stockiest (Wholesalers)

Retailer

Consumers

As the company markets their products, it ensures that there is proper description

of their product & its distinct features. so that the consumer can be position to understand its

components.

Exports:

KSDL export their products to different parts of world they are:

Australia Italy Sri lankaBerlin Kenya USACanada Malaysia JapanCzechoslovakia Saudi Arabia UKFrance Singapore TaiwanGermany Africa Holland

Functions of Marketing Department:

1. Marketing Mix : it is the policy adopted by the manufactures to get success in the

field of marketing

2. Product Policy: It includes both the turns of development & improvement produced

and existing products. This all totally done by KSDL both marketing & R & D

department.

3. Distribution Policy: The manufactured product of KSDL is supplier to the factory

depots. There are various depot in various states & stored there.

4. Sales & Promotion: The drawback is poor advertising & sales promotion.

5. Packing: Uses different materials for different products, card board boxes synthetic

covers.

6. Market Share: The KSDL production strategy is more expensive when compared to

other product. At present co, holding market share of 18% in south India & 8%

throughout India basis for premium soaps.

4. FINANCE, ACCOUNTS, AUDITING DEPARTMENTS

FINANCE:

It is the life blood of every organization. It is concerned with managerial decision

making. This department is concerned with proper utilization of cash. It identifies the source

of finance where to borrow i.e. ICICI, IRBI, IDBI, Corporation bank etc.

It has abundant of function which can be enumerated as follows:

• Effective funds management which is inverted in beneficial projects.

• Decision making regarding fixing of cash account.

• Obtaining trade credit.

• Profit Maximization.

• Wealth Maximization.

• Preparation of cash budgets.

• Systematic approach to working capital management.

• Pricing of raw materials & valuation of stores.

• To protect financial interest of the company.

AUDIT DEPARTMENT:

KSDL audit wing is headed by internal auditor. Auditing is vital for the company as

it facilitates verifying of all the books of a/c by trial balance, it also comply with

requirements for central excise & income tax purposes.

After the Auditor’s monitor everything they give report which is helpful to the

company.

COSTING:

When a company does costing it ensures proper fixation of selling price of the

product, cost control it also help in taking decision.

KSDL use process costing as the production mechanism is systematic it involves

addition of a lot of ingredient in the manufacturing.

5. MATERIAL DEPARTMENT:

Materials are obtained at right time, right quality at right place from right source &at

right cost which leads smooth flow of production.

• It has been divided into 5 sections:

• Oil & fats section

• Perfumery & aromatically section

• Packing materials section

• Chemical section

• Miscellaneous & Engineering stores section

Objectives:

• Maintaining continuity of flow of materials

• Effective control of inventories

• Coordination

• Growth of the organization

• Maintaining ethical organization

6. RESEARCH DEVELOPMENT & QUALITY CONTROL :

KSDL its full fledged quality control & R&D single mindedly pursue quality

enhancement. Both departments are headed by highly qualified professionals, committed to

developing products that keep place with customers changing needs & perceptive.

When doing Research they have a target which they get benefits & it enables the

company to forecast the future.

Aim:

1. Product process development.

2. Product process improvement.

3. Cost reduction

4. Alternative raw materials

5. Slow moving & non moving inventory reduction

6. Technical advice to the management.

Quality plays a very important role in KSDL majority of the products are consumer

goods. So it must satisfy the consumer expectation.

i. KSDL as 2QC division

ii. Raw material QC division

iii. Production QC division

Objective:

1. To maintain customer satisfaction at optimum level.

2. To retain perfumery content throughout it uses.

3. To maintain standard weight, size &finishing.

4. To improve the existing production

5. To adopt new methods of product development

6. To provide technical support for marketing department

7. To make improvement in the process of production

8. To administer & maintain technical library

7. STORES DEPARTMENT :

KS&DL has well- managed stores department for each of the three divisions viz, soaps,

detergent & fatty acid division in the factory, there are separate miscellaneous stores

department for raw material, finished goods and tools.

Objectives;

• Assuring the availability of raw material at right quantity.

• Maintenance of adequate, but not excessive storage of materials at all time.

• Maintenance of economical and uninterrupted flow of production activities

and finally to ensure minimum blockage.

• Achieving maximum efficiency in production and sales with least investment

in inventory.

Types of stores:

• Perfumery stores

• Chemical stores.

• Packing material stores.

• Oil & Fats Stores.

• Finished goods stores.

In KSDL there are about 8 stores namely:

1. Packing Materials

2. Engineering Goods

3. Perfumery Stores

4. Oil & Fats Stores

5. Detergent finished goods stores

6. Fuel & Serviceable stores

These stores play a great role in maintaining of required stock. It also facilitates

maintenance of suitable store organization structure. It monitors the procedures of the receipt.

Materials are issued on the basis of FIFO.

8. WELFARE DEPARTMENT :

KSDL welfare department can be classified into 3 sections namely,

a) Statutory

b) voluntary

c) Non statutory

a) Statutory :

KSDL welfare association is based on employees contributions, interest carved.

• Canteen facility

• First aid

• Provident Fund

b) Voluntary benefit :

• workers education class conducted by the central board

• Inspection of fittings

• Dust nuisance

• Toxic gas nuisance

c) Mutual :

• Employees get 2 pair of uniform & a pair of shoes for every year.

• Cultural Recreations, Leave facilities.

• Employees Co-operative society which give loan on credit

• Employees house building society

9. MAINTENANCE DEPARTMENT:

Effective maintenance is the goal of the company. The areas of maintenance are:

• Mechanical Maintenance

• Electrical Maintenance

• Civil Maintenance

Proper maintenance results to:

• Reduction of overload

• Cost Reduction

• Greater Safety of equipment & workers

• Delivery schedule is maintained.

This department contributes also working progress of the company

PRODUCT PROFILE

KS&DL is the true inheritor of golden legacy of India. Continuing the tradition of

excellence for over eight decades, using only the best East Indian grade Sandalwood oil &

Sandalwood soaps in the world. The products produced at KS&DL are the Soaps, Detergents,

Agarbathies and Sandalwood oil.

PRODUCT RANGE FROM THE HOUSE OF MYSORE SANDAL SOAP

a. Mysore Sandal Soap (75gm,125gm & 150gm)

b. Mysore Sandal Special Soap (75gm)

c. Mysore Sandal Baby Soap (75gm)

d. Three-In-One Gift Pack –(SJR) 3Tabs (150gm Each)

e. Mysore Sandal Gold Soap (125gm)

f. Mysore Rose Soap (100gm)

g. Six-In-One Gift Pack- 6Tabs (150gm Each)

h. Mysore Sandal Gold sixer 6 Tabs (125gm Each)

i. Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)

j. Mysore Sandal Classic Soap (75gm)

k. Mysore Sandal Herbal Care (75gm)

DETERGENTS:

KS&DL also manufactures high quality detergents applying the latest spray drying

technology with well balanced formulation of active matters & other builders; they provide

the ultimate washing powder.

1. Sansor Detergent Powder (1kg/2kg)

2. Mysore Detergent Powder (1kg/500gms)

3. Mysore Detergent bar (250gms)

4. Mysore Detergent Cake (125gms/250gms)

AGARBATHIS:

1. Mysore Sandal premium 8. Mysore sandal

2. Mysore Rose 9. Nagachampa

3. Suprabath 10.Mysore Jasmine

4. Parijata 11.Bodhisattva

5. Venkateshwar 12.Durga

6. Ayyappa 13.Alif Laila

7. Chandhana

SANDALWOOD OIL:

In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing.

POWDERS:

1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm, 60gm,

300gm and 1kg.

2. Mysore Sandal Baby Powder: Tender loving care for baby…& Mummy. Net wt 100-

400gms.

NEW PRODUCTS LAUNCHED:

1. Wave Turmeric Soap.

2. Wave Hand Wash Liquid Soap.

3. Herbal Care Liquid Soap.

4. Agarbathies – Mysore Sandal 3 – in – 1.

INTRODUCTION TO TOPIC

Marketing deals with identifying the meeting human and social needs. It as a

comprehensive term and it includes all resources and a set of activities necessary to direct and

facilitate the flow of goods and services from producer to consumer in the process of

distribution.

The American marketing association offers the following definition; “marketing is the

process of planning and executing the conception pricing, promotion and distribution of

ideas, goods and services to create exchanges that satisfy individual and organizational

goods.”

Importance of marketing:

Marketing is recognized as the most significant activity in our society, marketing is all

around us. Our delivery existence, our entire economic life our life style are continuously

affected by a wide range of marketing activities.

• Marketing is a connecting link between the consumer and the producer marketing

process brings new & new items to retail shops from where the consumer can have them.

• Marketing has achieved social importance because it is entrusted with the task of

creation & delivery of standard of living of society.

• Marketing facilitates the development of business of creates employment

opportunities for people.

• Marketing studies continuously consumer demand which is varied and dynamic.

• Marketing removes the imbalances of supply by transferring the surplus to deficit

areas, through better transfer facilities.

• Marketing include all activities in the creation of utilities from places time and

possession.

Consumer Behaviour:

Consumer behaviour is defined as all psychological social and physical behaviour of

potential customers as they become aware of evaluate, purchase, consumer and tell other

about products and services each element of this definition is important.

• Buyer behaviour involves both individual (psychological) processes & group (social)

process.

• Consumer behavior is reflected from awareness right through post purchases.

• Consumer behavior includes communication purchasing and consumption behavior.

Importance of consumer behaviour:

• The importance of studying consumer behavior is routed deeply in the modern

concept through studying the consumer behavior business can help consumer solve their

consumption problems by understanding them and trying to analysis the buying process and

factors influencing it.

• The Emerging buyer movement necessitates market to understanding buyer behavior,

their needs aspirations. Expectations and problems it will be useful in exploiting marketing

opportunities and meeting challenges of the markets.

• The marketing is consumer oriented consumer is the king of the market the marketers

must try to offer the product favored by the customer at the price he is to pay through the

distribution channel convenient to him with the right type of promotion to do this a study of

buyer behavior is necessary.

Scope of consumer behaviour:

The study of the consumer behavior is the study of how individuals make decision to

spend their available resources on the consumption related items. It includes the study of

what they buy why they buy it and how after they buy it.

Need For Consumer Behaviour Study:

Each individual has a different reason and motivating factors in his or her choice of

tubes the consumer may commit his resources on a particular brand of tubes for reasons of

economy. His decision encompasses various repurchased actual purchase and post purchase.

Factors Influencing Consumer Behaviour:

The major factors influencing a consumers buying behavior are:-

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

1. Cultural Factors;

Cultural factors have the deepest influence on consumer behavior.

Cultural:

Is the most fundamental determinant of all people’s wants and behavior the growing

child acquires all sets of value, perception. Preferences and behavior through his or her

family and other key institution. It includes value of achievement, success, activity efficiency

freedom and progress material comfort.

Sub culture:

Each culture consists of smaller sub culture that provides more specific identification

and specialization for their members. Sub culture includes nationality, religion, races,

geographical area and social group.

Social Class:

Social class is relatively homogeneous and society is divided hierarchically. All human

societies’ exhibit social satisfaction, stratification sometimes takes from of a caste system

where the members of difference castes are record for creation roles and cannot change their

caste membership.

2. Social Factor;

Reference group:

A person’s reference group that which have a direct or indirect influence on the person’s

attitude or behavior there are different types of group they are:-

• Membership group are those group which have direct influence on the group.

• Aspiration group are those group where people like to become a member of that

group.

• Dissociate group are those group where people do not like to become the member of

that group.

• Family is the most important consumer buying organization in the society and it has

been researched extensively. Family constitutes a primary reference group.

Roles and states:

Roles:

A person participates in many groups’ family, clubs and organization and this

participation in each group can be defined in terms of roles.

Status:

It is the esteem or respects given by the society to the society to the role of individual

marketers are aware of the status symbol potential of product and brand.

3. Personal Factors:

(1) Age:

People by different goods and services over a life time. Infant consumes baby foods,

young adults may have variety food and old age people consume special diet food in the later

years.

(2) Family life cycle:

Consumption is shaped by family life cycle there are 9 stages of family life cycle

depending on financial institution and product interest.

(3) Occupation and Economic Circumstances:

Occupation:-

It also influences a person’s consumption pattern. A blue collared worker will

buy work cloths. Shoes lunch box etc. A company president wills expensive suits, air travel

and country club membership. Marketers will have to identify which occupational group will

be interested in their products and work out marketing strategies to communicate about their

product and services.

Economic Circumstances:

Product choice is affected by economic circumstances marketers are concerned about the

level of spend able income. Savings and assets, debts borrowing power and attitudes towards

spending v/s saving.

Life Style:

It is the people’s pattern of living and it can be understand by referring to AIO (Activity

interest & Opinion)

Life style of a person conveys more than the person’s social class or personality. An

understanding of a person’s life style will help in giving a profile of whole person’s pattern of

living and interacting with the world.

Personality and Self Concept:

Personality :

Is usually described in terms of such traits as self confidence. Sociality, defensiveness,

dominance and adoptability.

Self – Concept:

It can be defined as complex mental pictures of us. Self concept consists of mainly three

divisions namely.

Actual self – concept – What you think of yourself

Ideal self – Concept – What you want others to think about yourself

Other self – concept – What others actually think about you?

(4) Psychological Factor:

Motivation:

It can be said to be the inner drive that is sufficiently pressing and direct the person to

seek the satisfaction of the need satisfaction of the need reduces the felt tension.

Perception:

It is a process by which an individual selects organizes and interprets information

inputs to create a meaningful picture of the world.

Perception depends not only on the physical stimuli but also on the stimuli’s relation

to the surrounding field and on condition within the individual.

Belief and attitude:

Belief:

A belief is a thought that a person holds about something. People act based on their

belief these beliefs help in building up product and brand image.

Attitude:

An attitude can be said as persons enduring favorable or unfavorable cognitive

evaluation, emotional feeling & action tendencies towards some object or idea.

The Consumer Buying Decision Process

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post purchase behaviour

Need Recognition:

In this stage first the buyer would recognize the need for a product, which will satisfy

particular desire than they would think about his position. He sets the product and his

position without that product usually by external or internal stimulus.

Information search:

Once the consumer recognize the need he may or may not search for more

information if the need is so intense, the consumer would get should of the particular

products which world satisfy the need where as is not so intense, then he simple store the

need in his money.

Evaluation of alternatives:

In this stage buyer has information about different brand of some production in this

process of evaluation.

First:

The consumers see a bundle of attributes in a product then he would pay maximum to

these attributes that are connected with his needs.

Second:

He would assign weight or importance to each one of the attributes.

Third:

The consumer develops a set of brand belief where each brands stands on each

attributes. This may either buy comparing with actual product attributes.

Fourthly and fifthly buyer:

Arises at judgment or preference towards the brand alternatives using same evaluation

procedure.

Purchase decision:

Based on evaluation stage the consumer will rank the product of his preference he will

then from purchase intention usually he will buy the most preferred product among the

several alternatives. Purchase decision is also influenced after considering risks cost

involved, that amount of uncertainly about the product attributes etc.

Post purchase decisions: - After purchasing the product the consumer may either he

satisfied with the product or dissatisfied. This depends on the relation and the products

perceived consumers. If the product matches with the consumers he is highly satisfied the

consumers expectation is mostly based on the information he received from the producers

and so any exaggeration by the later will mean the consumer will be dissatisfied about the

product after the purchase of course.

RESEARCH DESIGN

TITLE OF THE STUDY;

“CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS”

It draws together concepts, principles, customs needs and preferences of customers.

STATEMENT OF THE PROBLEM;

In the light of liberalization, competition has increased for all consumer products. To

with stand competition it is important to understand the behavior of the consumer and satisfy

the target customers needs and wants. In this background the study explores the buying

behavior, attitudes, and purchase decision and satisfaction level of consumers towards

Mysore Sandal Soaps.

OBJECTIVES OF THE STUDY

The important objectives of the study are as follows:

• To study the purchase cycle of Mysore sandal soaps.

• To understand how consumers actually make buying decisions.

• To know the satisfaction level of consumer towards Mysore sandal soaps.

SCOPE OF THE STUDY

The scope of the study is undertaken for KSDL, in order to find out the ‘consumer

behaviour towards Mysore Sandal Soaps’. The scope of the study involves only for 100

respondents the time frame for study is only 2 months.

Geographical Coverage:

No work can be undertaken without the co-operation of respondents who were interviewed

from which data was collected through questionnaire. Therefore respondents play a very

important role in this type study. The study was conducted in Bangalore city. By areas from

which data was collected and respondents approaches are mainly in:

Yeshawanthapur, Rajajinagar, Malleshwaram, Mahalakshimi layout, Nandini layout

JP Nagar and Gandhi nagar.

LIMITATION OF THE STUDY

1. Limited number of respondents i.e. 300

2. Survey is confined for a period of two months.

METHODOLOGY OF THE STUDY

The following are the sources of data for the study:

a) Primary Sources

b) Secondary Sources

a) Primary Sources: The original sources from which the researcher directly

collects data that have not been previously collected. The first hand information

collected through various methods is explained as under:

Personal interviews

Questionnaire

Interview Method: Officers of the marketing department and other department

concerned with the promotion activities of the organization were interviewed to obtain

first hand information.

Questionnaire Method: This questionnaire consists of question for consumers which

included multiple choice questions, in order to get first hand information directly from

the end users.

b) Secondary Sources: Refers to the existing available sources of information such

as:

Documents of the departments concerned

Reference books

Internet

Research approach:

This includes the approaches or the ways undertaken to collect the primary data. Here

the approach was made through survey research, this helped to learn about customer’s

knowledge, beliefs, preferences in buying decision.

Research Instrument:

The following is the instrument with the help of which the data is collected:

In this regard, the data was collected through Questionnaire.

Hypothesis

Testing of hypothesis deals with the verification of validity of the presumptions

regarding the parameters of the population using samples drawn from the population.

“A statistical hypothesis is an assertion regarding the statistical distribution of the

population. It is a statement regarding the parameters of the population. “

There are two hypotheses

Null hypothesis

The hypothesis, which is being tested for the possible rejection, is called null

hypothesis. It is denoted by H0.

(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.

Alternative hypothesis

The hypothesis, which is accepted when the null hypothesis is rejected, is called as the

alternative hypothesis. It is denoted by H1

(H1) : More than 70% people feel that quality of Mysore sandal is good.

Statistical tool:The statistical tool used for measuring & analyzing data is survey analysis. And it is

analyzed by using pie chart, bar chart and hypothesis test.

Sampling plan: Sampling Unit:

Here the sampling units are mainly the final consumers.

Sample Size:

The sample size was 300 respondents.

Sampling procedure/ method:

The sampling method used was “Convenient Probability Sampling”

DATA ANALYSIS AND INTERPRETATION

3. Gender : Male: Female:

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 142 47.3 47.3 47.3

Female 158 52.7 52.7 100.0

Total 300 100.0 100.0

Interpretation:

The above table shows that 47% of the consumers are Male and 53% of the

consumers Female. it is clear that the female consumers are more than the male consumers.

Hence female buyers are more.

4. Marital Status : Married: Unmarried:


Cumulative

Percent

Valid Married 103 34.3 34.3 34.3

Unmarried 197 65.7 65.7 100.0

Total 300 100.0 100.0

Interpretation:

The above table shows that 34% of the consumers are married and 66% of the

consumers are unmarried. So it is clear that the Unmarried consumers are more than the

married consumers.

5. Occupation : a) Employee b) Professional c) Business d) Others

Occupation


Cumulative

Percent

Valid Employee 91 30.3 30.3 30.3

Professional 47 15.7 15.7 46.0

Business 53 17.7 17.7 63.7

Others 109 36.3 36.3 100.0

Total 300 100.0 100.0

Interpretation:

From the table it is clear that 30% consumers are Employee, 16% of the consumers

are Professional, 18% Business. And 36% of the consumers are others. Majority of the

consumers are others.

6. Age group a) Below 20 years b) 20-30 years

c) 30-40 years d) 40-50 years

e) Above 50 years


Cumulative

Percent

Valid Below 20 years 26 8.7 8.7 8.7

20-30 years 132 44.0 44.0 52.7

30-40 years 53 17.7 17.7 70.3

40-50 years 42 14.0 14.0 84.3

Above 50 years 47 15.7 15.7 100.0

Total 300 100.0 100.0

Interpretation:The Above Table Shows That 9% Of The consumers Are From Age Group Of Below

20 Years, 44% Are From Age Group Of 20-30 Years, 18% From Age Group Of 30-40 years,

14% From Age Group Of 40-50 years and 16% From Age Group Of above 50 years and it

can be inferred that majority of the consumers belong to the age group of 20-30 years.

5. Monthly Income :

a) Less than 10,000 b) 10,000 – 15,000

c) 15,000 – 20,000 d) 25,000 & above


Cumulative

Percent

Valid Less than 10,000 107 35.7 35.7 35.7

10,000-15,000 58 19.3 19.3 55.0

15,000-20,000 87 29.0 29.0 84.0

25,000 & above 48 16.0 16.0 100.0

Total 300 100.0 100.0

Interpretation:The above table shows that 36% of the consumers are belonging to the income group

Less than 10,000/- per month,19% of the people are 10,000–15,000, 29% of the consumers

are belonging to the income group 15,000-20,000 and 16% of the consumers are 25,000/- and

above income group. it is clear that a larger number of consumers belonged to the income

group less than10000 and 15000 to 20000.

6. Number of Family members:

a) 1 – 2 b) 3 – 4

c) 5 – 6 d) 7 & above


Cumulative

Percent

Valid 1-2 63 21.0 21.0 21.0

3-4 153 51.0 51.0 72.0

5-6 59 19.7 19.7 91.7

7 & above 25 8.3 8.3 100.0

Total 300 100.0 100.0

Interpretation:

The 21% of the consumers are 1-2 members in family, 51% of the consumers are

belonging to 3-4 members in family, 20% of the consumers are 5-6 members in family and

finally 9% of the consumers are 7 and above members in family. the table is showing that

majority of the consumers have 1-2 and 3-4 members in family.

7. How often do you buy bath soaps?

a) Once in 15 days b) Once in a month

c) Once in 2 months


Cumulative

Percent

Valid Once in 15 days 137 45.7 45.7 45.7

Once in a month 109 36.3 36.3 82.0

Once in 2 months 54 18.0 18.0 100.0

Total 300 100.0 100.0

Interpretation:

The table shows that 46% of consumers buy bath soap once in 15 days, 36% of

consumers buy once in a month and 18% of consumers buy once in a 2 months. from The

Analysis of table it is clear that Most consumers Buy once in 15 days & once in a Month.

8. Which kind of soap do you generally use?

a) Chemical b) Herbal/Ayurvedic

c) Others (please Specify)


Cumulative

Percent

Valid Chemical 89 29.7 29.7 29.7

Herbal/Ayurvedic 163 54.3 54.3 84.0

Others 48 16.0 16.0 100.0

Total 300 100.0 100.0

Interpretation:

30% of the consumers are used chemical kind of soap and 54% of the consumers are

used Herbal/Ayurvedic kind of soap and 16% of the consumers are used other kind of soap

like Lux, Dove etc. From The Analysis of table it is clear that Most consumers are using the

chemical and Herbal/Ayurvedic kind of soap.

9. Do you use Mysore Sandal Soap?

a) Yes b) No


Cumulative

Percent

Valid Yes 253 84.3 84.3 84.3

No 47 15.7 15.7 100.0

Total 300 100.0 100.0

Interpretation:

The above table shows that 84% of the consumers are using Mysore Sandal Soap and

16% of the consumers are not using Mysore Sandal Soap. From the table it is clear that the

84% consumers are more using. Hence Mysore Sandal Soap buyers are more.

10. If no, have you ever used Mysore Sandal Soap?

a) Yes b) No


Cumulative

Percent

Valid Yes 38 80.9 80.9 80.9

No 9 19.1 19.1 100.0

Total 47 100.0 100.0

Interpretation:

The above table shows that 81% of the consumers have previously used Mysore

Sandal Soap and only 19% of the consumers did not used Mysore Sandal Soap.

11. How many people in your family are using Mysore Sandal Soap?

a) 1 – 2 b) 3 – 4

c) 5 – 6 d) More than 6


Cumulative

Percent

Valid 1-2 96 37.9 37.9 37.9

3-4 107 42.3 42.3 80.2

5-6 33 13.0 13.0 93.3

More than 6 17 6.7 6.7 100.0

Total 253 100.0 100.0

Interpretation:

In case of 38% consumers up to 1-2 members in their family use Mysore sandal soap,

42% consumers up to 3-4 members in the family use Mysore sandal soap, In case of 13%

consumers like 5-6 members & 7% consumers more than 6 members use Mysore sandal

soap. In majority of case up to1-2 members and 3-4 members are using Mysore sandal soap.

12. State the reasons for using Mysore Sandal Soap?

a) Quality b) Goodness of Sandal Oil

c) Package d) Fragrance

e) Brand Image


Cumulative

Percent

Valid Quality 103 40.7 40.7 40.7

Goodness of sandal oil 94 37.2 37.2 77.9

Package 12 4.7 4.7 82.6

Fragrance 23 9.1 9.1 91.7

Brand Image 21 8.3 8.3 100.0

Total 253 100.0 100.0

Interpretation:41% of the consumers buy for Quality of the product, 37% Goodness of sandal oil, 9% of

the consumers buy for Fragrance and 8% and 5% of the consumers buy for Brand &

Packaging of the product. Here majority of consumers are using Mysore Sandal soap because

goodness of sandal oil and quality of the product.

13. What is your opinion regarding the price of Mysore Sandal Soap?

a) Low b) Reasonable

c) High d) Very High


Cumulative

Percent

Valid Low 17 6.7 6.7 6.7

Reasonable 123 48.6 48.6 55.3

High 89 35.2 35.2 90.5

Very High 24 9.5 9.5 100.0

Total 253 100.0 100.0

Interpretation:7% of consumers feel that price of Mysore sandal soap is low. 49% of consumers feel

it is reasonable. While 36% of the consumers feel that the price is high and 10% feel it is very

high. It can be inferred that the price of Mysore sandal soap is felt reasonable by a majority

consumers.

14. How do you rate the quality of Mysore Sandal Soap?

a) Excellent b) Good

c) Satisfactory d) Poor


Cumulative

Percent

Valid Excellent 94 37.2 37.2 37.2

Good 102 40.3 40.3 77.5

Satisfactory 54 21.3 21.3 98.8

Poor 3 1.2 1.2 100.0

Total 253 100.0 100.0

Interpretation:

37% of consumers say that the quality of Mysore sandal soap is excellent, and 40% of

consumers feel the quality good, 21% of consumers feel the quality is satisfactory and 1%

consumer say that the quality is poor. From the analysis of table it is clear that the majority of

consumers are excellent and good with quality.

15. Who influenced you to purchase Mysore Sandal Soap?

a) Friends/Family b) Shop keeper

c) Advertising / publicity d) others (please specify)


Cumulative

Percent

Valid Family/Friends 158 62.5 62.5 62.5

Shop keeper 3 1.2 1.2 63.6

Advertising/Publicity 74 29.2 29.2 92.9

Others 18 7.1 7.1 100.0

Total 253 100.0 100.0

Interpretation:

From the above table it is clear that 63% of the consumers are influenced by

Family/Friends, 1% consumers influenced by shop keeper, 29% of the consumers are

influenced by Advertising/Publicity and 7% of the consumers are influenced by others. The

majority of the consumers are influenced by Friends/Family and Advertising/Publicity also as

a leading role in influencing consumers.

16. Where do you prefer to buy Mysore Sandal Soap?

a) Retailer b) Super market

c) Factory outlet d) others (please specify)


Cumulative

Percent

Valid Retailer 113 44.7 44.7 44.7

Super market 43 17.0 17.0 61.7

Factory outlet 78 30.8 30.8 92.5

Others 19 7.5 7.5 100.0

Total 253 100.0 100.0

Interpretation:

45% of the consumers are buy the product in retailer shop, 17% of consumers are buy

the product in super market and 31% of consumers and buy the product in factory outlet. And

8% of consumers are buying the product from others. Like big bazaar etc. The majority

consumers buy the product in Retailer shop and there are also consumers preferring to buy

from Factory outlet.

TESTING OF HYPOTHESES

16. How do you rate the quality of Mysore Sandal Soap?

a) Excellent b) Good

c) Satisfactory d) Poor

(H1) : More than 70% people feel that quality of Mysore sandal is good.

(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.

Determination of Standard error of proportion

P = Proportion stated in Ho =0.7

n = sample size=253

= P1-Pn-1 = 0.71-0.7253-1 = 0.028

Testing At 5% level of significance

Critical Value = P+Z∝=0.05 * σp

= 0.7+ (1.96)*0.028

= 0.754

Test Statistics(p) = 196

253

= 0.774

Graph:

Interpretation:

Since Test Statistics p=0.774 is greater than critical value 0.754, & test statistics falls

in rejection region, hence we do not accept H0

Therefore we accept H1 i.e. more than 70% people feel that quality of Mysore Sandal

Soap is good.

FINDINGS

1. 46% of consumers buy bath soap once in 15 days, 36% of consumers buy once in

a month and 18% of consumers buy once in a 2 months.

2. 38% and 42% of the consumers using Mysore sandal soap belongs to family

having to 1-2 members and 3-4 members in their family respectively.

3. 41% and 37% of the consumers buy for Quality & Goodness of sandalwood oil

of the product.

4. 49% of the consumers feel that product is priced at reasonable rate but 36% of

the consumers feel that the price is high.

5. 37% of consumers say that the quality of Mysore sandal soap is excellent, and

40% of consumers feel the quality good. from the hypothesis calculation it is

found that the test statistical value is(0.774) greater than critical value(0.754) &

test statistics falls in rejection region, hence we do not accept H0

6. 63% of the consumers are influenced by Family/Friends, 29% of the consumers

are influenced by Advertising/Publicity.

7. 45% of the consumers are buy the product in retailer shop and 17% of consumers

are buy the product in super market and 31% of consumers and buy the product

in factory outlet.

SUGGESTIONS1. The company should motivate its present consumers to increase the usage rate of the

soap through effective advertisements.

2. The company should develop effective marketing strategies to create awareness in

untapped market.

3. The company should reduce the price in respect of their rival who keeps the prices as

competitive as possible.

4. The soap should be making available to all the purchase points wherever the

consumer can buy the product.

5. KSDL should promote their factory outlets.

6. Most of the consumers belong to the age group of 20 – 30, so there is a need to

concentrate on the other customers who belong to other age group.

CONCLUSION

It can be concluded that the various influencing factors responsible for the purchase of

the Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concluded

that the consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodness

of sandal oil, brand name and also the company’s image. Most of the consumers are satisfied

with quality and also there is a delight to the customers to suggest their product to others.

The study has also helped me to gain good amount of knowledge and has also exposed

me to the industrial environment.

BIBLIOGRAPHY

1. Marketing management : Philip Kotler.

2. Consumer behavior : Leon G. Sahiffman and &

Lesiz Lazer Kanuk

3. Marketing Research : Donald S. Tull

Del I. Hawkins

• Website : www.ksdl.com

ANNEXURE

QUESTIONNAIRE

Dear Sir/ Madam,

I am Mr.Vinayak N Patil, a student pursuing M.B.A. from KLS’s Institute of Management Education & Research, Belgaum. I am carrying on a project titled “Consumer Behavior towards Mysore Sandal Soap” with K.S.D.L hence I request your kind co-operation in this regard. Please spare your precious time & give your valuable opinion to improve the product/services.

PERSONAL DETAILS

Name : __________________________________________

Address : __________________________________________

__________________________________________

Phone No. :

1. Gender : Male: Female:

2. Marital Status : Married: Unmarried:

3. Occupation : a) Employee b) Professional c) Business d) Others 4. Age group : a) Below 20 years b) 20-30 years c) 30-40 years d) 40-50 years e) Above 50 years 5. Monthly Income :

a) Less than 10,000 b) 10,000 – 15,000 c) 15,000 – 20,000 d) 25,000 & above

6. Number of Family members: a) 1 – 2 b) 3 – 4 c) 5 – 6 d) 7 & above

ABOUT THE SOAP 7. How often do you buy bath soaps?

a) Once in 15 days b) Once in a month c) Once in 2 months

8. Which kind of soap do you generally use? a) Chemical b) Herbal/Ayurvedic c) Others (please Specify)

9. Do you use Mysore Sandal Soap? a) Yes b) No If yes, please go to question no. 13 10. If no, have you ever used Mysore Sandal Soap? a) Yes b) No

11. If yes, why do not prefer to use it on regular basis? __________________________________________________________________________

__________________________________________________________________________

12. If no, are there any specific reason for not trying Mysore Sandal Soap? _________________________________________________________________________

_________________________________________________________________________

13. How many people in your family are using Mysore Sandal Soap? a) 1 – 2 b) 3 – 4 c) 5 – 6 d) More than 6

14. State the reasons for using Mysore Sandal Soap? a) Quality b) Goodness of Sandal Oil c) Fragrance d) Brand Image

e) Package

15. What is your opinion regarding the price of Mysore Sandal Soap? a) Low b) Reasonable c) High d) Very High

16. How do you rate the quality of Mysore Sandal Soap? a) Excellent b) Good c) Satisfactory d) Poor

17. Who influenced you to purchase Mysore Sandal Soap? a) Friends/Family b) Shop keeper c) Advertising / publicity d) others (please specify)

18. Where do you prefer to buy Mysore Sandal Soap?

a) Retailer b) Super market c) Factory outlet d) others (please specify)

THANK YOU FOR YOUR VALUABLE TIME & CO-OPERATION

Consumer behaviour towards mysore sandal soap

Technology

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