Analysis of Consumer Behaviour: A Survey on

Detergent Powder in Delhi Region

Submitted by:

Ayush Rajora (S143F0008)

Neha Bajaj (S143F0020)

School of Business, Public Policy and Social Entrepreneurship

Ambedkar University Delhi

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ACKNOWLEDGEMENT

We express our sincere gratitude to Prof. Vijay Nagrani and Dr. Kartik Dave for giving

us the opportunity to undergo this project. We further thank him for lending a helping hand

when it came to solving our problem related to the project. This project would not have been

possible without his valuable time and support. We also thank Ambedkar University Delhi for

an opportunity to undertake a soft skill project at this crucial time in our life in MBA which

helped us to understand the topics deeply which were untouched before. Any suggestions to

improve are always welcome.

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EXECUTIVE SUMMARY

The project is to study the consumer behavior in response to detergent powders, for Delhi market. To gather the data, we used the questionnaires method. A sample of 60 consumers was surveyed. The respondents were interviewed across market places. This data was fed in a data Microsoft Excel. With the help of which we analyzed and interpreted the data gathered, pertaining the buying behavior of consumers. Along with questionnaires, we also used Internet to find out about the detergent industry and the various brands available. There are more than 10 brands available in the Indian market, but we have chosen some major brands. The Indian laundry market is more than INR 5000 Crore, with HUL enjoying highest 42% of share, followed by others like P&G, Nirma etc. Detergent bar comprises of 43% of market share and powder enjoying the rest 57%. The brands which we tapped are Ariel, Surf Excel, Tide, Rin and leaving others as option. Competition in this market is really high with HUL, P&G, Nirma etc. strategizing and innovating to capture the market .The research design used in our research was descriptive, incorporating knowledge from secondary information analysis, quantitative research, methodology selection, question measurement & scale selection, questionnaire design and sample design to be used. And simple random sampling was done. Target customers were mainly housewives, and others who are using detergent powder. Area where research is done is Delhi because of the convenience factor.

After the analysis we came to the conclusion that the Surf Excel enjoys the top position in brand recall of the consumer. This is a positive sign for HUL. The research also shows that the market share of Surf Excel in Delhi detergent market approximately comes out to be the highest. Also, from the survey it is evident that brand name, price and cleansing action are three of the most important attributes a consumer looks for in any detergent brand. Surf Excel is the brand which people are well aware with and enjoys a good reputation with the consumers with respect to all these attributes.

Another thing that we noted in this survey was that Television is the most used information source for the consumer. The exact communication recall, is very high among the consumer. This could be attributed to the innovative advertisement, across all media.

Thus, we can conclude that Surf Excel enjoys excellent customer reviews. It gets special recognition for its superior cleansing action, the convenient packs it comes in, the ease it is available with.

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INTRODUCTIONOver the last decade, India has grown tremendously and so have the incomes of its people,

with a larger chunk of the Indian demography moving into urban areas in search of better and

more lucrative career options. With this advent, there has been a significant rise in consumer

durables as well, with some of the earliest signs of this rise being shown by those which

fulfilled the most basic of needs, like washing clothes. As a result of this, there has been an

influx of buyers in the detergent market, with more and more people buying washing

machine powders. However, this constitutes only 20% of the population. There is the

remaining 80% of them, around 200 million households, who wash their laundry by hand.

There are consumers who have just transitioned from hand-wash to machine-wash. They tend

to have a limited laundry detergent budget. But, established washing machine powder brands

such as P&G’s Ariel and HUL’s Surf, are priced high and are not able to tap this segment of

the consumers completely. They hence would be reluctant to use these high cost detergents

every wash.

With the above state of the consumer demography in the Indian detergent market, we believe

that there could be a significant scope for established brands like P&G and HUL to reposition

or extend some of their detergent lines to target this consumer segment. On a more specific

note, we aim to focus on P&G’s Tide, as potentially a new variant is to be introduced in the

low-cost washing machine powder space. The reason behind this choice is that Tide is an

established brand in the medium cost segment, priced at about half that of the high priced

Ariel and Surf and can thus leverage its existing brand equity and make it an “Affordable

Washing Machine Detergent”.

In order to back the above claim, we would have to undertake a market research study that

establishes a significant demand for such detergents in the low-priced segment. This should

be backed by surveys to gain the consumer and market knowledge and obtain insights of the

scope of success for such a brand repositioning in terms of its potential of penetration among

the potential customers wanting a lower priced washing machine detergent.

TRENDS

India inclined towards positive momentum with increase in demand for premium powder

detergents in big cities in 2014. Consumers are trying out brands that are one scale up

from what they were using and this is increasing in switching ratios. Increasing sales of

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branded apparel have also influenced consumers to use branded concentrated detergents

and fabric softeners.

Current value sales of laundry care grew by 12% in 2014. Changing lifestyle and

preferences of consumers have led to their upgrading in laundry care with a

corresponding increase in premiumisation, machine wash and solution wash by using

combination of bars and detergents, fine fabric/liquid detergents, laundry aids, laundry

boosters and many more. This upgrading trend is especially seen in urban markets, which

supported the growth in 2014.

The average unit price increased slightly as consumers were trading up to premium

products and costs of raw materials were also rising in 2014.

Fabric softeners, growing from a small base, recorded current value growth of 25% in

2014. Fabric softeners are becoming increasingly popular as consumers prefer the soft

touch and fragrances that fabric softeners create, such as that offered by Comfort fabric

softener. In 2012, Hindustan Unilever launched a single-rinse conditioner under the brand

name Comfort One Rinse fabric softener to take advantage of the growth of conditioners

and their popularity amongst urban Indian consumers and now it is slowly starting to

penetrate into rural India.

Laundry detergents recorded current value growth of 12% in 2014. Premium laundry

detergents have cut short the growth rate of laundry aids in India as one product with

multiple attributes is preferred by women looking to save time and energy. Most of the

powder detergents are being positioned as having several functional benefits including

laundry aids so they were more preferred in 2014.

Laundry detergents’ premiumisation and solution washes are on rise in urban India as

consumers are tending to opt for products which satiate their need to care for their

clothing even if they have to spend extra for that. Still, economy products have a larger

market share because of their high volume lineage and larger consumer base. Urban

Indians are the prime consumer base for fine fabric detergents, liquid detergents and

powder detergents.

Standard automatic detergents, such as Surf Excel and Ariel Front-O-Mat, continued to

grow in 2014 due to the increasing use of washing machines across the country.

Concentrated powder detergents, such as Surf Excelmatic and Ariel Ultramatic, on the

other hand, accounted for only a marginal share of laundry care in 2014. Automatic

detergents accounted for an 18% value share of laundry care in 2014.

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Laundry aids, such as fabric conditioners, spot and stain removers, and other laundry

boosters, are mostly preferred by upper-class and upper middle-class consumers in urban

India. Advertising is the largest trend within these categories, with a focus on these

consumer groups as seen in 2013 and in 2014 also. Higher retail mark-ups along with the

acquisition of premium shelf positioning improved the penetration and presence of brands

within spot and stain removers in 2014.

The concept of using fabric softeners continued to be niche in India. Furthermore, leading

companies sought to capitalise on the increasing awareness and growing incomes of

consumers, such as Hindustan Unilever with the launches of Comfort fabric softener and

Comfort One Rinse long back in 2012. Fabric softeners continued to be a new product for

Indian consumers, who had never used anything other than powder detergents or bar

detergents, or laundry boosters such as liquid blues. Bambi by Dabur India and Downy by

Procter & Gamble Home Products are the other prominent brands with a strong presence

in fabric softeners.

According to Euromonitor International's socioeconomic data, washing machines

continued to have a low penetration rate of 9% in 2014. Although penetration of washing

machines in urban areas was around 32%, rural areas continued to have low penetration.

Rural India continues to face many problems such as the lack of a water supply and

frequent power cuts, which restrains growth of the penetration rate of washing machines

in these areas. The concept of washing clothes by hand and domestic help also continues

to enjoy huge popularity in the country.

Washing continues to be done at room temperature, as most consumers continue to be

unaware of ideal washing temperatures for their clothes; however, manufacturers such as

IFB, Samsung, Whirlpool and LG have introduced temperature-controlled washing

machines, which are priced at least two to three times higher than fully automatic

washing machines. Additionally, only a few washing machines have an in-built

mechanism for washing clothes at a temperature lower than 30 degrees Celsius.

The majority of washing machine manufacturers, such as LG and IFB, amongst others,

are focusing on wash, rinse and spin cycles of lower than 30 minutes. This is primarily

attributable to fast-moving lifestyles in urban localities such as Bangalore, Hyderabad and

Chennai. On the other hand, washing machine manufacturers are offering higher-capacity

appliances with shorter cycles to appeal to various types of consumers and to retain them

as customers.

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India does not have an established network of organised laundrettes in any region. There

are extremely limited branded outlets, such as Fabric Spa, which is a chain operated by

Jyothy Laboratories. Independent laundrettes continue to be found only in urban areas,

such as Delhi, Mumbai and Bangalore. Additionally, community-level laundry washing is

usually done by common helpers who carry out laundry services for a group of people

living in the same area. Hence laundrettes were not popular in India at the end of the

review period.

Dry cleaning is very popular in India and such services can easily be found throughout

cities. Typical clothes that are dry-cleaned are jackets, eveningwear, woollens and other

delicate items.

COMPETITIVE LANDSCAPE

Hindustan Unilever continued to maintain its lead in laundry care with a 38% value share

in 2014. The company enjoys a long-established presence in all categories of laundry care

in India. The company’s widening distribution and its continued offer of various products

at different price points help it cater to a larger consumer base. The company brands

present at different price points are an advantage when looking towards developing a

larger consumer base.

Along with Jyothy Laboratories, which benefitted in 2014 from aggressive marketing and

new launches, Rohit Surfactants increased its value share by 0.4 percentage points in

2014. Its increased distribution to South India and also its launch of premium detergent

powder in 2013 helped the latter company to gain share points over other companies in

2014.

Both domestic and international brands are present in laundry care in India. International

manufacturers, including Hindustan Unilever, Procter & Gamble Home Products and

Reckitt Benckiser (India), continued to maintain dominant positions and registered a

combined value share of 51% in 2014. Domestic manufacturers such as Rohit Surfactants

and Nirma, however, continued to enhance their presence by focusing on geographical

expansion to reach more consumers. Furthermore, other domestic brands such as Ujala

and Fena continued to enjoy huge popularity in specific regions of India.

Jyothy Laboratories launched Henko LINTelligent, targeting premium-end consumers,

and accelerated its Henko brand movement in the market in 2014. The launch has added a

new clothes-friendly concept to cash in on consumers’ psyche and further stirred the

competition in the market.

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In 2014, Jyothy Laboratories engaged actress Madhuri Dixit and aggressively

communicated its Nano Fiber Lock technology, which keeps clothes evergreen and free

from lint.

Hindustan Unilever and Procter & Gamble Home Products increased their focus towards

online advertising such as Twitter, Apple, Facebook and Google for core and non-core

brands such as Vim, Surf Excel, Rin Advanced, Active Wheel, Tide and Ariel.

There were no new packaging innovations in 2014 which impacted laundry care.

Economy and standard brands accounted for 85% of value sales in India in 2014.

Premium brands are increasing their presence in urban areas of India and their unique

functional positioning across categories like fabric detergents, laundry boosters and

laundry aids.

Private label lines, including 110% by the More supermarket chain, Great Value by Easy

Day, Clean Mate by Big Bazaar and Sudz by Reliance Fresh, have become hugely

popular in India. Most private label products in detergents are distinguished by the offer

of various in-store schemes and discounts.

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LITERATURE REVIEW

FMCG's (Fast Moving Consumer Goods) is one of the largest sectors of the business world.

FMCG's are products that are manufactured by organisations such as Unilever, Procter &

Gamble and GlaxoSmithKleine and are typically bought by consumers frequently (essentially

they move from retailer's shelves to consumer very quickly).

FMCG have a short shelf life, either as a result of high consumer demand or because the

product deteriorates rapidly. Some FMCGs—such as meat, fruits and vegetables, dairy

products, and baked goods—are highly perishable. Other goods such as alcohol, toiletries,

pre-packaged foods, soft drinks, and cleaning products have high turnover rates.

Though the profit margin made on FMCG products is relatively small (more so for retailers

than the producers/suppliers), they are generally sold in large quantities; thus, the cumulative

profit on such products can be substantial. FMCG is probably the most classic case of low

margin and high volume business. This market consists of three main segment:

1) Food and beverages – Market Share of 19% and consist of products such as Health

beverages, staples/cereals, bakery products, snacks, chocolates, ice cream,

tea/coffee/soft drinks, processed fruits and vegetables, dairy products, and branded

flour.

2) Health Care – Market share of 33% and consists of products such as OTC products

and ethical.

3) Household and Personal care – Market share of 48% and consists of products such as

Oral care, hair care, skin care, cosmetics/deodorants, perfumes, feminine hygiene and

paper products, Fabric wash, household cleaners.

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INDIAN CONSUMER DURABLES AND FMCG INDUSTRY ANALYSIS

Favourable demographics and rise in

income level will boost FMCG market

in India. Overall FMCG market is

expected to increase at a CAGR of 17

per cent to USD103.7 billion during

2015–20E. Retail market in India is

estimated to reach USD 869 billion by

2015, with organised retail accounting

for an 8 percent share; this is likely to

boost revenues of FMCG companies.

The FMCG sector in India generated

revenues worth USD 47.3 billion in 2015. Over 2007-15, these sector posted a CAGR of 13

percent inrevenues.

Rise in rural consumption will drive the

FMCG market in India. The rural

FMCG market expected to increase at a

CAGR of 18.1 per cent to USD100

billion during 2012–25E.The overall

rural FMCG consumption continues to

grow at 12.5 per cent during 2013-14.

Rural India’s per capita disposable

income is set to increase. Rural India’s

per capita disposable income is

estimated to rise to USD631 in 2020

from USD411 in 2010. Shampoo maximum penetration of 69 percent, followed by biscuits at

68 percent. Skin Cream been listed in the top 10 category.

Total consumption expenditure set to increase in the future years. Total consumption

expenditure to reach nearly USD3600 billion by 2020 from USD1328 billion in 2012. India’s

online retail to be more than seven times in next five years. The online retail market is

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expected to grow from USD3.5 billion to USD14.5 billion (from 10 per cent to more than 15

per cent of the organised retail market) during FY14-FY18E.

India’s middle income population estimated to reach 267 million by 2016 from 160 million in

2011. Rising incomes and growing youth population have been key growth drivers of this

sector. Brand consciousness has also aided the demand. First Time Modern Trade Shoppers

spend is estimated to triple to USD1 billion by 2015. Tier II/III cities are witnessingfaster

growth in modern trade.

Low penetration levels in rural market offers room for growth. Disposable income in rural

India has increased due to the direct cash transfer scheme. Growing demand for premium

products and exports is another growth segment.

Investment approval of upto100 percent foreign equity in single brand retail and 51 percent in

multi-brand retail is allowed. Initiatives like Food Security Bill and direct cash transfer

subsidies reach about 40 percent of households in India. The minimum capitalisation for

foreign FMCG companies to invest in India is USD 100 million.

Hair Care is the leading segment,

accounting for 23.0 percent of the

overall market in terms of revenue.

Food Products is the second leading

segment of the sector accounting for

19.0 percent followed by health

supplements which is 18.0 percent.

Household and Personal Care products

are the largest FMCG segment,

constituting around 48 percent of the

total market, followed by health care products (33percent). Salty snacks was the fastest

growing FMCG category in 2014 with a growth rate of 25 percent. Other categories such as

packaged Atta, chocolates, and non-refined oil grew over 20 percent in 2014, as companies

aggressively focused on increasing their penetration. Sales in biscuits, refined oil, soap, and

washing powder (among the top five FMCG product categories) grew 4–10 percent in 2014.

The urban segment is the largest contributor to the sector, accounting for around two-thirds of

total revenue and had a market size of around USD 28.38 billion in 2015. Semi-urban and

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rural segments are growing at a rapid pace; they currently account for 40 percent of revenues.

In the last few years, the FMCG market has grown at a faster pace in rural India compared

with urban India. FMCG products account for 50 percent of total rural spending.

Soap and Detergent Industry

The market of synthetic detergents was valued at about Rs 112 billion as of 2012-13 with a

compounded annual growth rate (CAGR) of 3%. Out of this, the machine wash or automatic

sales has been dominated by powder detergents, with a 98% share in the market, which has a

size of Rs. 18700 Million. However, a much bigger segment of the market is the non-

automatic or the hand-wash category, which has a size of Rs. 85466.8 Million and is also

dominated by the powder detergents but by a smaller percentage compared to the machine-

wash category, about 68%. The remaining contribution comes from the bar detergents.

Within the machine-wash category, the highest growth has been contributed by the powder

detergents, a CAGR of 9.5% since 2005, with the other sub-category within the machine-

wash category being liquid detergents. Also, the

hand-wash detergents have shown an impressive

growth rate of 8.8% CAGR since 2005, which

has contributed to the growth in the overall

detergent market.

The multinational firms have taken the bigger

pie in the market share, with about 56% of the

category belonging to them. This has primarily

been due to frequent product innovations and the

higher advertising budgets of these firms. This

higher budget translates into a better distribution and also much higher visibility in the retail

stores. However, the relative success of the Indian firms like Rohit Surfactants and Nirma

could be attributed to a long standing customer relationship and more importantly, the fact

that these products have always been present in the economy tiers, thus positioning them as

affordable brands and therefore catering to bigger chunk of the customers, which has helped

them gain the relatively larger market shares they currently hold.

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18%

82%

Market Split By Detergent Type

Machine Wash Hand Wash

13

17%

42%

26%

15%

Market Share: Manu-facturer-wise

Godrej, Henkel, AmwayHULNirma and P&GRohit Surfactants

19%

17%

14%14%

10%

7%

19%

Market Share: Brand-wise

WheelGhariSurfNirmaTideRinOthers

RESEARCH METHODOLOGY

A research process consists of stages or steps that guide the project from its conception

through the final analysis, recommendations and ultimate actions. The research process

provides a systematic, planned approach to the research project and ensures that all aspects of

the research project are consistent with each other. Research studies evolve through a series

of steps, each representing the answer to a key question.

The chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts

used during primary research in order to arrive at findings; which are also dealt with and lead

to a logical deduction towards the analysis and results.

RESEARCH DESIGN

It is proposed to first conduct an intensive secondary research to understand the full impact

and implication of the detergent industry, to review and critique the industry norms and

reports, on which certain issues shall be selected, which one feels remain unanswered or

liable to change, this shall be further taken up in the next stage of exploratory research. This

stage shall help to restrict and select only the important question and issue, which inhabit

growth and segmentation in the industry.

The various tasks that are undertaken in the research design process are:

Defining the information need

Design the exploratory, descriptive and causal research.

Research design is a conceptual structure within which research is conducted. A research

design is the detailed blueprint used to guide a research study towards its objective. It is a

series of advanced decision taken together comprising a master plan or a model for

conducting the research in consonance with the research objectives. Research design is

needed because it facilitates the smooth sailing of the various research operations, thereby

making research as efficient as possible yielding maximum information with the minimum

effort, time and money.

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RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis.

It has a logical and hierarchical ordering:

Determination of information research problem.

Development of appropriate research design.

Execution of research design.

Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and

specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,

impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

Primary Data

Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which

is previously gathered data. An example is information gathered by a questionnaire.

Qualitative or quantitative data that are newly collected in the course of research, Consists of

original information that comes from people and includes information gathered from surveys,

focus groups, independent observations and test results. Data gathered by the researcher in

the act of conducting research. This is contrasted to secondary data which entails the use of

data gathered by someone other than the researcher information that is obtained directly from

first-hand sources by means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the respondents.

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SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose is

called secondary data. Sources include census reports, trade publications, and subscription

services, data that have already been collected and published for another research project

(other than the one at hand). There are two types of secondary data: internal and external

secondary data. Information compiled inside or outside the organization for some purpose

other than the current investigation. Market information compiled for purposes other than the

current research effort; it can be internal data, such as existing sales-tracking information, or

it can be research conducted by someone else, such as a market research company.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full impact

and implication of the industry, to review and critique the industry norms and reports, on

which certain issues shall be selected, which I feel remain unanswered or liable to change,

this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

Identification of information needed to solve the problem

Selection or development of instruments for gathering the information

Identification of target population and determination of sampling plan

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions

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DATA COLLECTION

Data collection took place with the help of filling of Questionnaires.The questionnaire

method has come to more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal responses

to questions, written or oral. I found it essential to make sure the questionnaire was easy to

read and understand to all spectrums of people in the sample. It was also important as

researcher to respect the samples time and energy hence the questionnaire was designed in

such a way, that its administration would not exceed 2-3 min. These questionnaires were

personally administered.

The first-hand information was collected by making the people fill the questionnaires. The

primary data collected by Direct Personal interview .The respondents were contacted at

shopping malls, market places in Delhi. The data was collected by interacting with 60

respondents who filled the questionnaires and gave the required necessary information. The

respondents consisted of home makers, students, business men, professionals etc. the

required information was collected by directly interacting with these respondents.

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SAMPLE DESIGN AND SAMPLE SIZE

SAMPLE DESIGN

It is a description of the characteristics of that group of people from whom a course is

intended. Also called the audience the audience to be served by our project includes key

demographic information (i.e.; age, sex etc.). The group of people you are trying to reach

with a particular strategy or activity. The target population is the population I want to make

conclusions about. In an ideal situation, the sampling frames to matches the target population.

A specific resource set that is the object or target of investigation. The audience defined in

age, background, ability, and preferences, among other things, for which a given course of

instruction is intended.

I have selected the sample through Simple random Sampling

A simple random sample is a group of subjects (a sample) chosen from a larger group (a

population). Each subject from the population is chosenrandomly and entirely by chance,

such that each subject has the same probability of being chosen at any stage during the

sampling process. This process and technique is known as Simple Random Sampling.

SAMPLE SIZE

The numbers of samples you need are affected by the following factors:

Project goals

How you plan to analyze your data

How variable your data are or are likely to be

How precisely you want to measure change or trend

The number of years over which you want to detect a trend

How many times a year you will sample each point

How much money and manpower you have

I have targeted 60 people in the age group of 20 years and above for the purpose of the

research. The sample size is influenced by the target population. The target population

represents the Delhi regions. . The people were from different professional backgrounds.

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QUESTIONNAIRES

The method of data collection through questionnaire is very popular. In a questionnaire a

number of questions are typed in a define order on a form or set of forms. And the researcher

fills it by asking the questions with a request to answer by respondents. This method is vastly

used in various economy and business surveys and research. There are various benefits of

conducting a research with the help of a questionnaire and these are as follows:

1. There is a low cost in conducting a field survey when population is less in number.

2. It is free from the bias of the interviewer; answers are in respondent’s own words.

3. Respondents have adequate time to give well thought out answers.

4. Results that are found from this method are most reliable and dependable. In the good

form of questionnaire there should all type of questions like open ended, close-ended

questions in a right sequence and number of questions should be very limited. Start of

the questionnaire should be respondent friendly.

In my questionnaire we had used both open and close ended questions and made the

questionnaire in the simple language stating questions in basic language.

CONDUCTING THE FIELD SURVEY

After making the suitable questionnaire according to my research problem we conducted the

field survey in some part of Delhi and collected the necessary data for my research.

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ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Questions can be biased by the

interviewer’s views or probing, as interviewers are guiding the respondent while the

questionnaire is being filled out. The attitudes, interviewer revels to the respondent during the

interview can greatly affect their level of interest and willingness to answer openly. As

interviewers probing and clarifications maximize respondent understanding and yield

complete answers, these advantages are offset by the problems of prestige seeking, social

desirability and courtesy biases.

Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveled and

there is no redundant data generated. The questions have to be worded carefully so that the

questions are not loaded and does not lead to a bias in the respondents mind

Respondent error

The respondents selected to be interviewed were not always available and willing to

cooperate also in most cases .The respondents were found not having the knowledge, opinion,

attitudes or facts required additionally uninformed response errors and response styles also

led to survey error.

Sampling error

We have taken the sample size of 60, which cannot determine the buying behavior of the total

population.

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LIMITATIONS OF THE STUDY

All the research projects are hindered in their smooth flow by some unforeseen problems.

The problems arise in the form of constraints by budget, time and scope of the study. The

current project was also faced by certain problem. Some of the problems faced in the course

of the research are as follows:

A strong unwillingness on the part of the owners of various cars, to participate and aid

the research.

The boredom and wavering concentration that set in among the respondents while

answering the long questionnaire: thus in turn led to the difficulty of preventing

incomplete questionnaires.

Sampling error: the research include a sample size of 60 customers which is not

enough to determine the brand perception of the consumers for buying FMCG. Since

it’s not a census survey there is always a chance of error while extrapolating the

results of a sample study over the population especially in those researches where the

qualitative aspects are concerned. So it’s always doubtful to map the qualitative

aspects using a quantitative measure.

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ANALYSIS

Average quantity of buying a washing powderLocation of Purchase 100 gms 250 gms 500 gms 1

Kg 2 Kg

5 Kg

Grand Total

Local Kirana Store 1 2 11 11 1 4 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

4 4 9 7 3 27

Wholesalers 1 1Grand Total 2 7 15 20 8 8 60

OccupationLocation of Purchase Government

ServiceHome-Maker

Private Service

Self Employed

Student Grand Total

Local Kirana Store 4 12 3 9 2 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

3 6 13 4 1 27

Wholesalers 1 1Grand Total 7 19 17 14 3 60

GenderLocation of Purchase Female Male Grand Total

Local Kirana Store 21 9 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

19 8 27

Wholesalers 1 1Grand Total 42 18 60

GenderDetergent Powder Female Male Grand Total

Ariel 5 2 7Ghari 7 2 9Nirma 8 8Rin 2 1 3Surf exel 14 8 22Tide 5 3 8Wheel 1 2 3Grand Total 42 18 60

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Quantity PurchasedMonthly Household Income (in Rupees)

100 gms 250 gms 500 gms 1 Kg 2 Kg 5 Kg Grand Total

> 10,000 2 1 310,000 – 30,000 4 6 6 1 1731,000 – 50,000 1 3 4 3 1 2 1451,000 and above 1 3 10 7 5 26Grand Total 2 7 15 20 8 8 60

Awareness of your choice of detergent was throughEducation Displays &

HoardingsFriends & Relatives

Promotional stalls

Retailer T.V./Radio/ Newspaper adv.

Grand Total

Graduate 5 3 7 14 29Post-Graduate/ Doctorate

5 2 2 9

Professional Degree 3 1 3 7Under Graduate 3 7 5 15Grand Total 10 8 3 17 22 60

Brands of Detergent PowderOccupation Ariel Ghari Nirma Rin Surf Exel Tide Wheel Grand

TotalGovernment Service 4 2 1 7Home-Maker 3 4 4 1 2 3 2 19Private Service 2 3 1 10 1 17Self Employed 1 2 4 1 4 2 14Student 1 2 3Grand Total 7 9 8 3 22 8 3 60

Brands of Detergent PowderMonthly Household Income (in Rupees)

Ariel Ghari Nirma Rin Surf Exel

Tide Wheel Grand Total

> 10,000 1 2 310,000 - 30,000 1 110,000 – 30,000 1 5 5 2 1 2 1631,000 – 50,000 1 4 1 1 3 3 1 1451,000 and above 4 2 16 4 26Grand Total 7 9 8 3 22 8 3 60

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Quantity PurchasedResidence Location 100 gms 250 gms 500 gms 1 Kg 2 Kg 5 Kg Grand

TotalCentral Delhi 1 2 6 9East Delhi 4 6 2 1 2 15North Delhi 1 1 3 4 1 1 11South Delhi 2 3 5 1 11West Delhi 2 2 5 1 4 14Grand Total 2 7 15 20 8 8 60

Brands of Detergent PowderLocation of Purchase Ariel Ghari Nirma Rin Surf

exelTide Whee

lGrand Total

Local Kirana Store 5 4 7 2 6 3 3 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

2 4 1 16 4 27

Wholesalers 1 1Grand Total 7 9 8 3 22 8 3 60

Brands of Detergent PowderLocation of Purchase Ariel Ghari Nirma Rin Surf

exelTide Whee

lGrand Total

Local Kirana Store 5 4 7 2 6 3 3 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

2 4 1 16 4 27

Wholesalers 1 1Grand Total 7 9 8 3 22 8 3 60

Reasons for purchasing from a particular locationLocation of Purchase Convenience Guarantee of

originalityPrice / Discounts

Variety Grand Total

Local Kirana Store 21 7 2 30Phone Apps like Grofers etc. 1 1 2Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.

10 4 9 4 27

wholesalers 1 1Grand Total 33 5 16 6 60

Brands of Detergent Powder

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Reasons of preference for the brand of your choice

Ariel Ghari Nirma Rin Surf exel

Tide Wheel Grand Total

Cleans with only small amount 2 1 3Cleans with only small amount & Fragrance

1 1

Fragrance 1 1 1 3Superior whiteness 1 9 3 13Tough stains removal 2 1 3Usability in washing machine 1 4 1 6Affordable (Price) 7 8 3 1 3 2 24Good for colored clothes 1 1 4 6Mildness on hands 1 1Grand Total 7 9 8 3 22 8 3 60

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APPENDIX – IQUESTIONNAIRE

Dear respondent,

We are students of AUD (Ambedkar University Delhi) and as part of our curriculum we are conducting a market research. We would like your cooperation for the same, with an assurance that all the information, which you’ll give, will remain confidential

1. Which brand of detergent powder do you use the most?o Surf exelo Arielo Tideo Rino Nirmao Wheelo Ghario Others (Please Specify)……….

2. On an average in what quantity do you buy washing powder?o Sachet pocho 100 gmso 250 gmso 500 gmso 1 Kgo 2 Kgo 5 Kg

3. Why do you like this brand?o Affordable (Price)o Superior whitenesso Mildness on hands o Good for colored clothes o Tough stains removalo Usability in washing machineo Cleans with only small amounto Fragrance

4. From where do you like to buy your detergent powder?

o Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.o Local Kirana Storeo Phone Apps like Grofers etc. o Others (please specify)……

5. Why do you buy from this particular place? o Convenienceo Price / Discountso Guarantee of originalityo Variety

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6. How did you come to know about the detergent powder that you use?o Retailer o Friends& Relatives o T.V & Radio , newspaper ad o Displays & Hoardings o Promotional stalls o Any Other source _________

7. Can you recall any one of the advt. of the detergent powder you use the most that you saw in past one month?

o Fully Recallo Partially Recallo Can’t Recall

8. Gendero Maleo Female

9. Ageo Below 25 Yearso 25 – 35 yearso 36 – 45 yearso 46 years and above

10. Educationo Under Graduateo Graduateo Post-Graduate/ Doctorateso Professional Degree

11. Monthly Household Income (in Rupees)o > 10,000 o 10,000 – 30,000o 31,000 – 50,000o 51,000 and above

12. Residenceo South Delhio West Delhio Centralo North Delhio East Delhi

13. Occupationo Studento Home-Makero Government Serviceo Private Serviceo Self Employed

27

28

APPENDIX – IIResponse Sheet in Excel

Which brand of detergent powder do you use the most?On an average in what quantity do you buy washing powder?Why do you like this brand? From where do you like to buy your detergent powder?Why do you buy from this particular place? How did you come to know about the detergent powder that you use?Can you recall any one of the advt. of the detergent powder you use the most that you saw in past one month? Gender Age Education Monthly Household Income (in Rupees)Residence OccupationSurf exel 1 Kg Superior whiteness Local Kirana Store Price / Discounts T.V./Radio/ Newspaper adv. Fully Recall Male 25 – 35 years Graduate 51,000 and above Central Delhi Government ServiceSurf exel 500 gms Superior whiteness Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Partially Recall Male 25 – 35 years Graduate 31,000 – 50,000 South Delhi Self EmployedGhari 100 gms Tough stains removal Phone Apps like Grofers etc. Gaurantee of originality Promotional stalls Can’t Recall Male Below 25 Years Professional Degree 31,000 – 50,000 North Delhi Private ServiceSurf exel 1 Kg Superior whiteness Local Kirana Store Price / Discounts T.V./Radio/ Newspaper adv. Fully Recall Male 25 – 35 years Under Graduate 51,000 and above Central Delhi Self EmployedSurf exel 2 Kg Cleans with only small amount, Fragrance Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Friends & Relatives Can’t Recall Male Below 25 Years Graduate 31,000 – 50,000 West Delhi Government ServiceTide 500 gms Usability in washing machine Local Kirana Store Convenience Retailer Partially Recall Male Below 25 Years Graduate 51,000 and above North Delhi Government ServiceRin 5 Kg Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Gaurantee of originality T.V./Radio/ Newspaper adv. Fully Recall Male 25 – 35 years Professional Degree 51,000 and above West Delhi Private ServiceTide 5 Kg Fragrance wholesellers Convenience Retailer Fully Recall Female 25 – 35 years Graduate 31,000 – 50,000 East Delhi Self EmployedRin 1 Kg Affordable (Price) Local Kirana Store Price / Discounts T.V./Radio/ Newspaper adv. Partially Recall Female Below 25 Years Graduate 31,000 – 50,000 South Delhi Self EmployedSurf exel 5 Kg Usability in washing machine Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts T.V./Radio/ Newspaper adv. Can’t Recall Female Below 25 Years Under Graduate 31,000 – 50,000 West Delhi Home-MakerAriel 1 Kg Tough stains removal Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Partially Recall Female Below 25 Years Under Graduate 31,000 – 50,000 Central Delhi Home-MakerTide 500 gms Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience T.V./Radio/ Newspaper adv. Fully Recall Male 25 - 35 Years Graduate 51,000 and above East Delhi Private ServiceTide 2 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Retailer Can’t Recall Male 46 years and above Professional Degree 51,000 and above South Delhi Self EmployedSurf exel 500 gms Affordable (Price) Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Partially Recall Male 36 – 45 years Graduate 10,000 – 30,000 East Delhi Government ServiceAriel 1 Kg Usability in washing machine Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Partially Recall Female Below 25 Years Under Graduate > 10,000 East Delhi StudentSurf exel 500 gms Good for colored clothes Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Variety T.V./Radio/ Newspaper adv. Partially Recall Male Below 25 Years Graduate 10,000 - 30,000 Central Delhi StudentTide 5 Kg Affordable (Price) Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Partially Recall Female 36 – 45 years Under Graduate 51,000 and above South Delhi Home-MakerSurf exel 5 Kg Good for colored clothes Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Promotional stalls Fully Recall Male Below 25 Years Professional Degree 10,000 – 30,000 West Delhi Private ServiceSurf exel 1 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Retailer Fully Recall Female 25 – 35 years Graduate 51,000 and above South Delhi Home-MakerSurf exel 1 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Retailer Fully Recall Female 36 – 45 years Post-Graduate/ Doctrate51,000 and above West Delhi Private ServiceAriel 5 Kg Good for colored clothes Local Kirana Store Convenience Retailer Partially Recall Female 36 – 45 years Graduate 51,000 and above West Delhi Home-MakerTide 500 gms Affordable (Price) Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Can’t Recall Female 46 years and above Graduate 31,000 – 50,000 East Delhi Home-MakerNirma 1 Kg Affordable (Price) Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Can’t Recall Female 36 – 45 years Graduate 10,000 – 30,000 East Delhi Home-MakerWheel 500 gms Affordable (Price) Local Kirana Store Convenience Friends & Relatives Partially Recall Male 36 – 45 years Post-Graduate/ Doctrate31,000 – 50,000 North Delhi Government ServiceAriel 1 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience T.V./Radio/ Newspaper adv. Fully Recall Male 36 – 45 years Professional Degree 51,000 and above Central Delhi Self EmployedAriel 1 Kg Superior whiteness Local Kirana Store Price / Discounts T.V./Radio/ Newspaper adv. Can’t Recall Female 46 years and above Graduate 10,000 – 30,000 West Delhi Home-MakerAriel 2 Kg Cleans with only small amount Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Displays & Hoardings Fully Recall Female 46 years and above Post-Graduate/ Doctrate51,000 and above South Delhi Private ServiceSurf exel 2 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Friends & Relatives Partially Recall Male 36 – 45 years Under Graduate 51,000 and above East Delhi Self EmployedSurf exel 1 Kg Usability in washing machine Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience T.V./Radio/ Newspaper adv. Partially Recall Female 36 – 45 years Professional Degree 51,000 and above South Delhi Private ServiceAriel 2 Kg Tough stains removal Local Kirana Store Convenience Retailer Fully Recall Male 46 years and above Post-Graduate/ Doctrate51,000 and above North Delhi Private ServiceNirma 500 gms Affordable (Price) Local Kirana Store Price / Discounts Retailer Can’t Recall Female 25 – 35 years Under Graduate > 10,000 East Delhi Home-MakerGhari 1 Kg Affordable (Price) Local Kirana Store Price / Discounts T.V./Radio/ Newspaper adv. Partially Recall Female 36 – 45 years Graduate 10,000 – 30,000 West Delhi Home-MakerTide 500 gms Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Retailer Partially Recall Female 25 – 35 years Graduate 10,000 – 30,000 Central Delhi Home-MakerWheel 1 Kg Affordable (Price) Local Kirana Store Price / Discounts Retailer Can’t Recall Female 36 – 45 years Under Graduate 10,000 – 30,000 North Delhi Home-MakerGhari 500 gms Affordable (Price) Local Kirana Store Convenience Retailer Partially Recall Female 46 years and above Graduate 31,000 – 50,000 East Delhi Self EmployedNirma 500 gms Affordable (Price) Local Kirana Store Convenience Friends & Relatives Can’t Recall Female 46 years and above Under Graduate 10,000 – 30,000 West Delhi Self EmployedNirma 500 gms Affordable (Price) Local Kirana Store Convenience Friends & Relatives Can’t Recall Female 36 – 45 years Under Graduate > 10,000 West Delhi Self EmployedSurf exel 1 Kg Usability in washing machine Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Displays & Hoardings Fully Recall Female 36 – 45 years Post-Graduate/ Doctrate51,000 and above Central Delhi Government ServiceSurf exel 2 Kg Good for colored clothes Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Displays & Hoardings Fully Recall Female 46 years and above Post-Graduate/ Doctrate51,000 and above South Delhi Private ServiceSurf exel 5 Kg Fragrance Local Kirana Store Convenience Promotional stalls Partially Recall Female 46 years and above Professional Degree 51,000 and above East Delhi Self EmployedSurf exel 2 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Displays & Hoardings Fully Recall Female 46 years and above Post-Graduate/ Doctrate51,000 and above South Delhi Private ServiceGhari 500 gms Affordable (Price) Local Kirana Store Variety T.V./Radio/ Newspaper adv. Partially Recall Male 36 – 45 years Graduate 10,000 – 30,000 East Delhi Private ServiceGhari 500 gms Good for colored clothes Local Kirana Store Variety T.V./Radio/ Newspaper adv. Fully Recall Female 25 – 35 years Graduate 10,000 – 30,000 North Delhi Private ServiceSurf exel 2 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Displays & Hoardings Fully Recall Female 46 years and above Post-Graduate/ Doctrate51,000 and above South Delhi Private ServiceNirma 250 gms Affordable (Price) Local Kirana Store Convenience Friends & Relatives Partially Recall Female 25 – 35 years Graduate 10,000 – 30,000 North Delhi Self EmployedTide 1 Kg Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts Displays & Hoardings Fully Recall Female 25 – 35 years Graduate 31,000 – 50,000 West Delhi Government ServiceSurf exel 1 Kg Cleans with only small amount Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Variety Displays & Hoardings Fully Recall Female 36 – 45 years Graduate 51,000 and above North Delhi Private ServiceWheel 250 gms Fragrance Local Kirana Store Convenience Displays & Hoardings Partially Recall Male 36 – 45 years Graduate 10,000 – 30,000 West Delhi Home-MakerGhari 250 gms Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Gaurantee of originality Retailer Fully Recall Female 25 – 35 years Under Graduate 10,000 – 30,000 West Delhi Home-MakerGhari 250 gms Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Gaurantee of originality Retailer Fully Recall Female 25 – 35 years Under Graduate 10,000 – 30,000 East Delhi Home-MakerGhari 250 gms Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Gaurantee of originality Retailer Fully Recall Female 25 – 35 years Under Graduate 31,000 – 50,000 East Delhi Self EmployedGhari 250 gms Affordable (Price) Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Variety Retailer Fully Recall Female 25 – 35 years Under Graduate 31,000 – 50,000 East Delhi Home-MakerNirma 250 gms Affordable (Price) Phone Apps like Grofers etc. Convenience Retailer Partially Recall Female 36 – 45 years Under Graduate 31,000 – 50,000 East Delhi Home-MakerSurf exel 100 gms Usability in washing machine Local Kirana Store Convenience Displays & Hoardings Fully Recall Female Below 25 Years Graduate 51,000 and above Central Delhi StudentRin 5 Kg Affordable (Price) Local Kirana Store Convenience Retailer Fully Recall Female 36 – 45 years Graduate 51,000 and above North Delhi Home-MakerSurf exel 1 Kg Good for colored clothes Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Variety Displays & Hoardings Fully Recall Female 36 – 45 years Graduate 51,000 and above North Delhi Private ServiceSurf exel 1 Kg Mildness on hands Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Convenience Friends & Relatives Can’t Recall Female Below 25 Years Post-Graduate/ Doctrate51,000 and above Central Delhi Private ServiceNirma 1 Kg Affordable (Price) Local Kirana Store Convenience T.V./Radio/ Newspaper adv. Fully Recall Female 36 – 45 years Graduate 10,000 – 30,000 West Delhi Self EmployedNirma 1 Kg Affordable (Price) Local Kirana Store Convenience Friends & Relatives Fully Recall Female 36 – 45 years Graduate 10,000 – 30,000 North Delhi Home-MakerSurf exel 500 gms Superior whiteness Super Market stores like Big Bazaar, More Stores, Relaince Fresh etc.Price / Discounts T.V./Radio/ Newspaper adv. Fully Recall Female 25 – 35 years Graduate 51,000 and above South Delhi Private Service

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ReferencesChowdhury Aayush, Kapoor Abhishek (2005)., Profiling the Young Indian Consumer‟, Advertising Express, Vol. V, Issue 9, September 2005, pp.83-85

SaklaniAlok, Purohit H.C and Badoni, D.C(2005)., „Positive Disconfirmation as a Threshold to High Satisfaction‟, Journal of Management Research, Vol.1, No.1, September - December 2000, p.41.

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