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Table-1
Table Showing Point of Purchases Displayed for KS&DL Products. Sl No. 1 2 3 Posters Display Pamphlets Total Source: Primary Data 0 49 1 50 0% 98% 2% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 98% of the respondents say that display through shelves, 2% of them say that it is by pamphlets.
Interpretation:
Majority of respondents say that point of purchases displayed for KS&DL products is display through shelves.
Graph-1
Graph Showing Point of Purchases Displayed for KS&DL Products.
120
100
80
60
40
20
0 Series1
posters 0
display 98
pamphlets 2
Table-2
Table showing different types of soaps sold by retailers. Sl No. 1 2 3 Ayurvedic Soap Chemical Soap Herbal Soap Total Source: Primary Data 18 25 7 50 36% 50% 14% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 50% of the retailers sell chemical soap in their shops, 36% of the retailers sell ayurvedic soap and 14% of them sell herbal soaps.
Interpretation:
Majority of the retailers sell chemical soaps in their shops.
Graph-2
Graph showing different types of soaps sold by retailers.
1 Ayurvedic Soap
2 Chemical Soap
3 Herbal Soap
14% 36%
50%
Table-3
Table showing which type of soaps is having more sales. Sl No. 1 Mysore Sandal Soap 2 Mysore Sandal Gold Soap 3 Mysore Sandal Rose Soap 4 Mysore Sandal Herbal Care Total Source: Primary Data 50 100 2 4% 8 16% 10 20% 30 60% Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 60% of the retailers sell Mysore sandal soap, 20% of the retailers sell gold soap, 16% of them sells rose soap and 4% of them sell herbal care soap.
Interpretation:
Majority of the retailers sell Mysore sandal soap to their customers.
Graph-3
Graph showing which type of soaps is having more sales.
4% 16%
20%
60%
Table-4
Table showing opinion about Mysore Sandal Soap. Sl No. 1 2 3 Very Good Good Average Total Source: Primary Data 15 30 5 50 30% 60% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 60% of the retailers are of the opinion that Mysore sandal soap is good, 30% of the retailers are of the opinion that soap is very good and 10% are of the opinion that the soap is average.
Interpretation:
60% of the retailers are of the opinion that Mysore sandal soap is good.
Graph-4
Graph showing opinion about Mysore Sandal Soap.
30
Table-5
Table showing the service of KS&DL. Sl No. 1 2 3 4 Excellent Very Good Good Average Total Source: Primary Data 20 10 15 5 50 40% 20% 30% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 40% of the respondents say that service of KS&DL is excellent, 30% of them say service is good, 20% of them say it is very good and 10% of them say service is average.
Interpretation:
40% of the respondents are happy due to excellent service provided by KS&DL.
Graph-5
Graph showing the service of KS&DL.
20 15
10
Table-6
Table showing does the retailer influence the customer choice of brands. Sl No. 1 2 Yes No Total Source: Primary Data 35 15 50 70% 30% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that,70% of the retailers influence customer choice of brands and 30% of them will not influence.
Interpretation:
70% of them influence customer choice of brands in order to satisfy them and to increase the sales and retain the customer as well.
Graph-6
Graph showing does the retailer influence the customer choice of brands.
40 35 30 25 20 15 10 5 0 1 Yes 2 No
Table-7
Table showing does the customer ask for any particular brand. Sl No. 1 2 Yes No Total Source: Primary Data 45 5 50 90% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that , 90% of the respondents say that customer will ask for a particular brand of soap and 10% of them say that the customer will not ask for any particular brand.
Interpretation:
90% of the retailers say that customer will ask for a particular brand which helps the retailer to satisfy the customer choice.
Graph-7
Graph showing does the customer ask for any particular brand.
50 45 40 35 30 25 20 15 10 5 0 1 Yes 2 No
Table-8
Table showing does the customers aware of various brands of soap. Sl No. 1 2 Yes No Total Source: Primary Data 45 5 50 90% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 90% of the customers are aware of various brands of soaps and 10% of them are not aware of various brands.
Interpretation:
90% of the customers are aware of various brands of soaps that are available in the market.
Graph-8
Graph showing does the customers aware of various brands of soap.
50 45 40 35 30 25 20 15 10 5 0 1 Yes 2 No
Table-9
Table showing does the retailer is satisfied with the profit margin by selling the Mysore sandal soap. Sl No. 1 2 Yes No Total Source: Primary Data 25 25 50 50% 50% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 50% of the respondents are satisfied with profit margins that are available by selling the soap and 50% of them are not satisfied.
Interpretation:
50% of the retailers are satisfied with the profit margins.
Graph-9
Graph showing does the retailer is satisfied with the profit margin by selling the Mysore sandal soap.
60 50 40 30 20 10 0 25
50%
Table-10
Table showing opinion about the price of Mysore sandal soap. Sl No. 1 2 3 4 Lower Reasonable High Very high Total Source: Primary Data 5 25 15 5 50 10% 50% 30% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that , 50% of the respondents feel that the price of the soap is reasonable, 30% of them feel that it is high, 10% of them feel that it is very high and 10% of them feel that it is lower.
Interpretation:
50% of the retailers say that the price of the soap is reasonable which in turn increase the profit of the retailer and helps to compete with other soaps.
Graph-10
Graph showing opinion about the price of Mysore sandal soap.
Table-11
Table showing which size of the soap has more sales. Sl No. 1 2 3 75gms 125gms 150gms Total Source: Primary Data 30 15 5 50 60% 30% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 60% of the retailers has more sales of 75gms soap, 30% of them sell 125gms and 10% of them sell 150gms.
Interpretation:
60% of the retailers have more sales of 75gms soap as it is more affordable to the customer and it is reasonable too.
Graph-11
Graph showing which size of the soap has more sales.
Table-12
Table showing the rating factors of KS&DL. Sl No. 1 2 3 4 5 Service Quality Advertisement Packaging Others Total Source: Primary Data 250 250 250 250 250 1250 157 230 136 173 164 860 Particulars Total points Obtained points
Analysis:
From the above table it can be analyzed that, retailers have given 230 points for quality, 173 points for packaging, 164 points for others, 157 points for service and 136 points for advertisement.
Interpretation:
Majority of the retailer say that quality of the soap is good and it has got 230 points.
Graph-12
Graph showing the rating factors of KS&DL.
300 250 200 150 100 50 0 Obtained points Total points 250 250 250 250 250
Table-13
Table showing the comfortable price range for the customers. Sl No. 1 2 3 4 10-15 15-20 20-25 25-30 Total Source: Primary Data 0 5 40 5 50 0% 10% 80% 10% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 80% of the retailers say that Rs20 to Rs25 is the comfortable price range for the customers, 10% say that Rs15 to Rs20 is the comfortable price range and 10% of them say that Rs25 to Rs30 is comfortable price range.
Interpretation:
80% of the retailers say that Rs20-25 is the comfortable price range for the customers because all the classes of people can buy the soap and the soap will be competitive in the market with other brands of soaps.
Graph-13
Graph showing the comfortable price range for the customers.
0 5 5
40
Table-14
Table showing the price of the soap when compared with other brands. Sl No. 1 2 3 Cheaper Competitive Costly Total Source: Primary Data 2 30 18 50 4% 60% 36% 100 Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 60% of the respondents feel that the price of the soap is competitive, 36% of them feel that the price is costly and 4% of them feel that it is cheaper.
Interpretation:
60% of the retailers feel that the price of the soap is competitive when compared to other brands.
Graph-14
Graph showing the price of the soap when compared with other brands.
Table-15
Table showing do the customers pay extra if the products are of superior quality.
Sl No. 1 2
Particulars
No. of respondents
Percentage of respondents
Yes No Total
30 20 50
Analysis:
From the above table it can be analyzed that, 60% of the customers pay extra if the product is of superior quality and 40% of them will not pay.
Interpretation:
60% of the customers will pay extra if the product is of superior quality and it helps the elite class people who prefer quality rather than price.
Graph-15
Graph showing do the customers pay extra if the products are of superior quality.
35 30 25 20 15 10 5 0 1 Yes 2 No
Table-16
Table showing which kind of advertisement works the best . Sl No. 1 2 Television Paper advertisement 3 4 Radio(FM) Internet Total Source: Primary Data 2 3 50 4% 6% 100 35 10 70% 20% Particulars No. of respondents Percentage of respondents
Analysis:
From the above table it can be analyzed that, 70% of the retailers feel that television advertisement works the best, 20% feel that paper advertisement works the best, 6% feel that radio advertisement works the best and 4% of them feel that internet/web advertisement works the best.
Interpretation:
70% of the retailers feel that television advertisement works the best for mysore sandal soap because all the people will be having the hobby to watch television and the advertisement should be attractive with new concept.
Graph-16
Graph showing which kind of advertisement works the best.
10
Findings:
1. The Majority of the retailers use their shelves to display the soaps in their shop. 2. The highest percentage of the retailers sells chemical sops in their shop. 3. The majority of the retailers sells Mysore sandal soap in the market when compared to other KS&DL soaps. 4. The majority of the retailers opinion towards Mysore sandal soap is good. 5. The highest percentage of the retailers says that the service provided by KS&DL is excellent. 6. Majority of the retailers influence the customers choice of brands in order to satisfy them. 7. The highest percentage of the retailers says that the customer will ask for a particular brand of soap. 8. Even though there are different brands of soaps the majority of the customers are aware of various brands of soap. 9. Among 50 retailers half of them are satisfied with the profit margin that is available by selling Mysore sandal soap. 10. The majority of the retailers feel that the price of the Mysore sandal soap is reasonable in the market. 11. The highest percentage of the retailers sells 75gms of soap to their customers. 12. The highest points are obtained for the quality of the Mysore sandal soap. 13. The highest percentage of the retailers say that Rs 20-25 is the comfortable price range for the customers to buy. 14. The majority of the retailers feel that the price of the Mysore sandal soap is competitive when compared to other brands of soaps. 15. The highest percentage of the customers pays extra if the quality of the soap is increased. 16. The majority of the retailers say that television advertisements work the best to improve the sales of the soap.
Suggestions:
1. It is suggested to the company should emphasis on more effective advertisements. As it is growing sector product awareness is highly essential. 2. It is advised that, the company should give the proper instructions for the retailers to improve the sales. 3. It is suggested that the company should have the stable pricing policy so the retailers can get stable profits. 4. It is suggested that the company should provide free samples and in turn increases the retail sales. 5. It is suggested to the company to publish their performance by comparing it with their competitors. 6. It is advised to the company that, to advertise in electronic and print media like Radio and News Papers more and more to promote the products and bring awareness about the company to have a large customer base. 7. It is advised to the company that to reissue the old soaps to the retailers so as to satisfy their customers. 8. It is suggested to the company that, it has to introduce products with unique features keeping in mind the competition existing in the market.
Conclusion:
Karnataka Soaps and Detergent ltd. is the top most soap industry which is doing lot of work to sustain in the national market, because of the keen competition. With all these analysis we can conclude that company is trying to develop and grow itself in the soap industry because whoever stays in this market he is the winner. So applying latest possible service manuals and methods in their retailer satisfaction and company main aim to become always no: 1.
Annexure
Respected sir/madam,
I Nikhil Thalanki S.A student of Siddaganaga Institute of Technology conducting a project titled a study on retailer perception towards Mysore sandal soaps in partial fulfillment of the requirement of the MBA curriculum. I request you to help me in completing the project by answering the enclosing questionnaire. 1. Area name .. 2. Shop name . 3. Point of purchases displayed for KS&DL products:
Posters
display
pamphlets
Ayurvedic soap
chemical soap
herbal soap
others
5. Which is the more sellable product in your shop? a. Mysore Sandal Soap b. Mysore Sandal Gold Soap c. Mysore Sandal Rose Soap d. Mysore Sandal Herbal Care
Very good
Good
Average
11. Are you satisfied with the profit margin you are getting from Mysore sandal soaps? Yes No
12. What size of Mysore sandal soaps has more sales in your shop? a) 75gms b) 125gms c) 150gms
13. What is your opinion about the price of Mysore Sandal Soap? a) Lower b) Reasonable
c) High
d) Very High
14. How do you rate the following factors of KS&DL?(Rating scale 1 to 5) Service __________________ Quality __________________ Advertisement__________________ Packaging __________________ Other __________________
15. According to you what is the comfortable price range for your customers?
16. What do you feel regarding the price of Mysore sandal soaps comparing with other brand?
Cheaper
Competitive
Costly
17. Are the customers willing to pay extra if the products are of superior quality? Yes No
19. Give your suggestion to improve the sales of Mysore sandal soaps. -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Signature -------------------