Market Research

Assignment

Submitted by:
Ajit Braganza

2014A04

Anirudh Rangarajan 2014C41

Anisha Todi

2014A08

Rahul Singh Baghel

2014C01

Ridhhi Sanghi

2014C02

Vani Saksena

2014C19

Introduction

Summary
The age group you belong to
25-30

50%

30-35

20%

35-40

20%

40-45

10%

45-50

0%

50-55

0%

55-60

0%

Mostly the sample consists of people of age group 25-30 years.

Approximate monthly income

Up to 50,000

60%

Greater than 1 lakh

20%

Between 1 lakh to 2 lakh

20%

Greater than 2 lakh

0%

Mostly the sample has women with less than Rs.50000 monthly income.

Activities you would prefer to do over a weekend:

Watching TV/Watching Films, Sleeping, Spending time with family Highly
Preferred
Traveling, Cooking ,Learning a form of art -Painting, dancing etc Not so
Preferred

Activities which interest the women:

Weekend outings, Visit to salon/Spa , Meeting family/friends Highly
interested

Where do you generally prefer shopping for grocery?

Depends on the time availability

Wholesale market (Market yard/Mandai)

Super market (D-mart/Grahak Peth etc)

Local Store near your house

0%

20%

40%

60%

80%

100%

120%

Where do you prefer shopping for personal care items like

cosmetics, deo, hair care etc.?

Other; 4%

In a mall; 22%
At the medical store; 35%
At the local ladies beauty store; 35%
Online on Flipkart/Snapdeal; 4%

Which items do you recycle the most?

Old newspapers

10

100%

Plastic/glass bottles, cans

70%

Indicate the frequency with which you refer to product

labels while purchasing the product.

What information do you look out on the label while

purchasing personal care products?

Other
The price of the product
The place of origin (country)
The shelf life of the product
If the ingredients are natural or synthetic(artificial)
The ingredients
0% 10% 20% 30% 40% 50% 60%

How do you prefer packaging for personal care products?

Sachet packets (use and throw) for one time use

40%

Regular size packets

70%

Refill packs

60%

Depends on the personal care product purchased

50%

Other

0%

As a consumer I can contribute in reducing the

environmental impact caused by personal care products

Select only naturally made goods over chemical ones and Make strict
guidelines for manufacturers to design eco-friendly products are the
preferred solutions to reduce environmental impact.

Which of the following labels are you aware of?

Ecomark
Ecocert
Natrue
Certified carbon neutral
None of the above

Indicate the percentage of premium you are willing to pay for an

eco-labeled vs a non eco-labeled product

Interview with a consumer

Student: Good evening Maam!
Respondent: Hello!
I am a student of SCMHRD and I would like to interview you for
understanding your views on conserving the environment. It is just a short
interview and will not take more than 15 min.

Respondent: Yeah Sure

Student: Are you working?
Respondent: Yes, I work at Infosys
Student: How long have you been working?
Respondent: I have been working for 4 years. It has been 2 years since I
have come to Pune. I was posted in Bangalore before this.
Student: Where do you stay? How far is it from office?
Respondent: I stay in Chavan Nagar in Pashan. Well, it is a little far. It takes
45 minutes to an hour to reach office.
Student: How do you commute?
Respondent: Company cab. Its a car pool system, so it picks up a couple of
us from nearby areas.
Student: Do you carry your own lunch?
Respondent: No I dont carry my lunch, coz its anyways provided in the mess.
We also have a canteen. But I may carry fruits or something once in a while,
not the whole meal as such.
Student: Ok, so how do you carry fruits or snacks? In a plastic box, steel or
some other lunch box?
Respondent: I usually carry whole fruits wrapped in cling wrap. If I take
snacks, I generally use plastic boxes.
Student: Why do you prefer this choice ?
Respondent takes some time to think.
Respondent: Well, its just convenience. I use Tupperware boxes because of
quality and it avoids leakages. No special reason as such.
Student: Do you order food from outside as well?
Respondent: Yeah..Once in a while. Mostly during weekends.
Student: So when you order food from outside, do you dispose off or use the
containers?

Respondent: (thinks and responds) well..it depends. I generally dispose off

the boxes, but at times I keep some as they come in handy in storing food or
other small items.
Student: Alright. Do you use bottled water or filtered water from aquaguards
or RO?
Respondent: you mean at home or at work?
Student: both.
Respondent: at home we have an aquaguard and at office we have water
dispensers.
Student: How frequently do you buy bottled water?
Respondent takes a moment to think.
Respondent: very rarely, only when i am travelling or sometimes.
Student: what do you do with these bottles ? do you use them or throw
them ?
Respondent answers in a very matter of fact manner.
Respondent: I throw them.
Student: so what is your opinion on disposable items like tissue papers,
spoons, bowls, etc..?
Respondent: I think they are very convenient but I dont use them a lot.
Student: how frequently do you use disposable products?
Respondent: Not very often.
Student: so when do you use them ?
Respondent: when I am travelling.
Student: how much time do you spend on yourself on a daily basis?
Respondent takes a while to think.
Respondent: I spend about an hour on myself each day.
Student: what do you do in that time ? do you exercise or play some sport?

Respondent: I was a squash player back in school but I dont have the time in
weekdays. I go to the sports complex nearby on weekends with my husband
and daughter for swimming. I go for a morning walk every day.
Student: What else do you do to maintain a healthy lifestyle? Do you use
organic fruits/vegetables or herbal cosmetics or practice naturopathy?
Respondent: I use herbal cosmetics and herbal food products. Organic food is
not available readily so it is difficult to find them.
Student: would you be willing to travel long distances if you would get
genuine organic products?
Respondent: yes I would travel to get those but they need to be more readily
available.
Student: do you use herbal body care and skin care products also?
Respondent: mostly..yes.
Student: how did you become aware of herbal and organic products?
Respondent: I read about them a year back in a magazine.

1. In your household who all use different types of personal care

products? How does it differ for u n ur spouse or kids.
2. How do u decide how to purchase a particular product?.
3. In case they have kids are the kids involved in taking purchase related
decisions?
4. What would you change about eco-friendly products, (if anything)?
5. Is there anything else that you would like to mention about eco-friendly
products which I may have overlooked?

Interview with the retailer

Name of the shop: Siddhi Vinayak Medicals
Area: Hinjewadi
Name of the respondent: Kranti Parag
Details of the respondent: Female, 27 years old, Qualification B.Pharma
Inventory Available:
Medicines
Personal Care brands Himalaya, LOreal, Ayur, Nivea, Lux, Ponds,
Johnson & Johnson, Gillete, Colgate Palmolive, Vicco, Dove, Santoor, Close
up, Sensodyne, Surf Excel, Tide, Rin, Yardley, Nike, Spinz, Fogg, Garnier,
Vaseline, Sunsilk, Tresseme, Vatika, Parachute, Fair and Lovely, Olay, Aderma,
Neutrogena, Biotique, Clean and Clear, Pantene, Clinic Pluc, Lacto Calamine
We introduced ourselves and gave the background of the survey.
Student: Hello Maam, please tell us something about you for the purpose of
this survey.
(Respondent clears her throat and responds)
Kranti My Name is Kranti Parag, I am 27 years old, I have done B Pharma
from a local college.
Student: Since when are you in this business?
(Respondent thinks and answers)
Kranti: This shop is 5 years old, thats when we started.
Student: Who else assists you in the shop?
Kranti I handle this business alone.
Student: This survey deals with peoples understanding about eco-labelled
products and environment conservation. So do you know what eco-labelled
products are?
(Respondent looks clueless)
Kranti I have no idea what you are talking about.
Student Actually these are the products, labelled by third parties, which
meet high standards of environmental performance and quality.

Kranti Oh, i wasnt aware of this labelling.

Student Yes, the eco labelled products in personal care category tells you
the following:

The
The
The
The
The

product
product
product
product
product

meets strict limits on the use of dangerous substances.

has a lower impact on the aquatic environment.
sets high standards of biodegradability.
limits packaging waste.
has a high level of performance.

(Respondent looks amazed)

Kranti Is this labelling same as they mark veg and non-veg products in
green and red symbols?
Student yes, almost the same.
Student If I was a customer looking for your advice on some product, say
soap, so which product would you suggest me? The one which fetches you
higher margin or the one you want to clear up?
Kranti We have a common margin in most of the products, i.e. of 10% and
we dont stock much so I would suggest a product which has Brand name
and which delivers value to the customer, eg Dettol etc.
Student OK. So which all factors do you consider before stocking a product?
(Respondent takes a while for thinking and then answers)
Kranti We consider few things :1. If there is a customer demand for the product.
2. If they have done proper advertising of the product.
Student So if i have developed a new product and I havent done any
publicity of the same, so would you not stock it, even if it delivers great
value?
Kranti No, since customer wont even ask for it at the first place and its
hard to push a brand to customers which they dont even know. For example,
take Parachutes Body lotion, they did not advertise it when they launched,
and hence it did not sell here, but the scenario completely changed after the
ads were aired on television.
Student There are many products which were highly publicized during
launch and the ads garnered them sales as well, but later on the advertising
was completely stopped, did it affect the sales as well?

Kranti No, once the product has been established in the market, it doesnt
need further promotions or heavy advertising to boost its sales.
Student: If you are given incentives, such as better margins on sales, will you
try to push the product to the customer? Considering the fact that these
products are better in quality to the customer as well as eco-friendly?
Kranti: Yes, why not. I can definitely push it but I cannot guarantee its sale.
Student: How frequently do you conduct a check on the expiry dates of your
products?
Kranti:Umm.....we do a check once in month probably.
Student: Ok, and do the customers check the expiry date when they buy the
product?
Kranti: Not all. Very few people do that. As we operate in a not so developed
area, most of the customers who come in are not well educated about such
things. Only the educated customers do it. That must be around 10%.
Student: What do you do with the products once they get expired?
Kranti: It hasnt happened in these 5 years. In cosmetics we have to throw
the products as the companies dont take them back. For medicines, the
companies replace the products.
Student: Do you polythene packets to give the products?
Kranti: No we give it in paper envelopes.
Student: Why is it so? Many of the shops do use polythene packets.
Kranti: We have DI check every month. They dont allow us to use polythene
packets.
Student: So it is because of the government regulations and checks and not
because of the environmental concern that you use paper envelopes?
Kranti: Yes. But I do care about the environment.
Student: Do customers check the ingredients of the products?
Kranti: People here dont know how to read, how do you expect them to read
about ingredients?
Student: What about the educated people?
Kranti: Even they dont really bother to read. Probably 10% of the customers
read.

Student: Do customers ask if the products are environment friendly?

Kranti: No. Even I dont know if products are environment friendly.

Student: Ok maam, thank you for

your time.References

Green Marketing and Its Impact on Consumer Buying Behavior - Aysel

Boztepe - European Journal of Economic and Political Studies
Green Consumer Behaviour in Emerging Markets: A Review of Research
- Robert Mittelman, MBA (Oxon.), Sprott School of Business, Carleton
University
Sustainable Consumption: Green Consumer Behaviour when
Purchasing Products - William Young, Kumju Hwang, Seonaidh
McDonald and Caroline J. Oates ; Sustainability Research Institute,
School of Earth and Environment, University of Leeds, UK
Green marketing and its impact on consumer buying behavior- Babita
Saini
CONSUMERS' BUYING BEHAVIOR TOWARDS GREEN PRODUCTS: AN
EXPLORATORY STUDY Collins Marfo Agyeman
Green marketing: Consumers Attitudes towards Eco-friendly Products and
Purchase Intention in the Fast Moving Consumer Goods (FMCG)
sector.Authors: Magali Morel and Francis Kwakye