RESEARCH PROJECT On

Study of Customer Preference Regarding Detergent Powder Brands in Ludhiana

SUBMITTED TO: MR. GAUTAM BANSAL (FACULTY MEMBER, PCTE)

SUBMITTED BY: SANJOY SAHA MBA 1B ROLL NO: 1109306

The success of any project depends on the hard work and endeavor of not one but many, and this project is no exception. Acknowledging any one in mere words is a very difficult job. I would like to pay my sincere thanks to all those persons who helped me during this project work with their able guidance and invaluable advice. Primarily, I convey my gratitude to Mr. Gautam Bansal (Faculty member, PCTE) for guiding to do my research project in this topic. I would also like to thank every member of the PCTE family who has directly or indirectly helped me to complete this project.

Sanjoy Saha MBA 1B Roll No - 1109306 (Punjab College of Technical Education, Ludhiana)

TABLE OF CONTENTS
Chapter
1. 2. 3. 4. 5. 6.

Title
INTRODUCTION OBJECTIVE OF THE STUDY RESEARCH METHODOLOGY ANALYSIS AND INTERPRETATION RESULTS AND FINDINGS CONCLUSION ANNEXTURE

Page No
1-8 9 10 - 12 13 - 28 29 30 31 - 34

LIST OF TABLES

No
4.1 4.2 4.3

Title
No of people using detergent powder No of people aware of various detergent powder brands available in the market Presently using detergent powder brands by the people of Ludhiana

Page No
13 14 15

4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12. 1 4.12. 2 4.13 4.14

Duration of using various detergent powder brands by the people of Ludhiana Ranking of various detergent powder brands by the people of Ludhiana Important attributes for selecting a detergent powder brands by the people of Ludhiana Opinion about presently used detergent powder brands by the people of Ludhiana No of satisfied people of Ludhiana from their present detergent powder brand Extent of satisfaction from present detergent powder brand to the people of Ludhiana Tendency of switching to other detergent powder brand by the people of Ludhiana Intensity of switching to other detergent powder brand by the people of Ludhiana Family income ranges of respondents Tendency of using of detergent powder brand at a given family income range by the respondents Opinion of respondents whether family income affects the purchase of preferred detergent powder brand Intensity to which family income affects the purchase of preferred detergent powder brand

16 17 18 19 20 21 22 23 24 25 27 28

LIST OF CHARTS
No 1.1 1.1 1.1 1.4 4.1 4.2 4.3 4.4 4.5 4.6 Title Investments in FMCG sector (August 1991- April 2004) Indian FMCG market urban Indian FMCG market rural Detergent per capita consumption (in kg) (2001) No of people using detergent powder No of people aware of various detergent powder brands available in the market Presently using detergent powder brands by the people of Ludhiana Duration of using various detergent powder brands by the people of Ludhiana Ranking of various detergent powder brands by the people of Ludhiana Important attributes for selecting a detergent powder brands by the people Page No 2 2 2 5 13 14 15 16 17 18

4.7 4.8 4.9 4.10 4.11 4.12.1 4.12.2.1 4.12.2.2 4.12.2.3 4.13 4.14

of Ludhiana Opinion about presently used detergent powder brands by the people of Ludhiana No of satisfied people of Ludhiana from their present detergent powder brand Extent of satisfaction from present detergent powder brand to the people of Ludhiana Tendency of switching to other detergent powder brand by the people of Ludhiana Intensity of switching to other detergent powder brand by the people of Ludhiana Family income ranges of respondents Tendency of using of detergent powder brand having family income less than Rs. 10,000 Tendency of using of detergent powder brand having family income Rs.10, 000 to Rs. 20,000 Tendency of using of detergent powder brand having family income more than Rs. 20,000 Opinion of respondents whether family income affects the purchase of preferred detergent powder brand Intensity to which family income affects the purchase of preferred detergent powder brand

19 20 21 22 23 24 25 25 26 27 28

1.1 INTRODUCTION
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry. Demand for FMCG products is set to boom by almost 60 per cent by 2007 and more than 100 per cent by 2015. This will be driven by the rise in share of middle class (defined as the climbers and consuming class) from 67 per cent in 2003 to 88 per cent in 2015. The boom in various consumer categories, further, indicates a latent demand for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly growing segment for branded products. The middle segment, on the other hand, indicates a large market for the mass end products.

The FMCG sector accounts for around 3 per cent of the total FDI inflow and roughly 7.3 per cent of the total sectoral investment. The food-processing sector attracts the highest FDI, while the vegetable oils and vanaspati sector accounts for the highest domestic investment in the FMCG sector.

1.2 HISTORY OF DETERGENT POWDERS

When talking about the history of detergents, there is no specific date that can be designated to its origination, because the fact is that personal hygiene began with the beginning of human civilization. In fact, water is considered to be the oldest detergent ever used to clean off the mud accumulated on the human body and whatever little clothes they did wear. However, as far as the first soap-type of object came into being somewhere around 2800 B.C. This soap-type of substance was found accumulated in the cylinders that belonged to ancient Babylon, as was found in the excavations of that region. Thus, historians generally attribute the beginning of detergents to be dated around in that era. According to the inscriptions on the cylinders this soap-type substance was made from a mixture of fats boiled with ash. However, going down a little later in historical dates, an inscribed document belonging to the Egyptian civilization (1500 B.C.), defines a recipe for making a detergent like substance. According to this recipe vegetable and animal oils were blended together for washing, and also treating skin ailments. As far as the Greek civilization is concerned, their association with detergents probably began with the use of objects such as clay, sand and ashes. According to historic recordings they also used a blend of ashes and oil for scrubbing their bodies. However, while all this information on the history of detergents refers primarily to the prehistoric period, the term soap is said to have originated from an ancient Rome. According to a legend, animals were sacrificed on Mount Sapo, and the fats and wood ashes that flowed down the Tiber River was used to clean effectively.

Coming closer to contemporary times is the Middle Ages, cleaning and bathing with detergent type mixtures became popular in almost every region of the world that included the nations of Europe; Japan and Iceland. However, the most contemporary date registered in the history of detergents is recorded as 1916, when Germany is regarded to have developed the first synthetic detergent as a requirement for the soap shortage that occurred during World War I. Thereafter, the production of household detergents is said to have commenced during the 1930s in USA. Ever since, detergent producing companies around the world have constantly been researching and developing innovative detergent blends that aid in perfect cleansing, removing the most stubborn of dirt and grease particles that take the form of stains.

3 1.3 MAJOR PLAYERS INDIAN MARKET

1.3.1 Hindustan Unilever Ltd (HUL) Hindustan Unilever Ltd is a 51 per cent owned subsidiary of the Anglo-Dutch giant Unilever, which has been expanding the scope of its operations in India since 1888. It is the country's biggest consumer goods company with net sales of US$ 2.4 billion in 2003. HUL is amongst the top five exporters of the country and also the biggest exporter of tea and castor oil. The product portfolio of the company includes household and personal care products like soaps, detergents, shampoos, skin care products, color cosmetics, deodorants and fragrances. It is also the market leader in tea, processed coffee, branded wheat flour, tomato products, ice cream, jams and squashes. HUL enjoys a formidable distribution network covering over 3,400 distributors and 16 million outlets. In the future, the company plans to concentrate on its herbal health care portfolio (Ayush) and confectionary business (Max). Its strategy to grow includes focusing on the power brands' growth through consumer relevant information, cross category extensions, leveraging channel opportunities and increased focus on rural growth. 1.3.2 Procter & Gamble Hygiene and Health Care Limited Richardson Hindustan Limited (RHL), manufacturer of the Vicks range of products, was rechristened 'Procter & Gamble India' in October 1985, following its affiliation to the 'Procter & Gamble Company', USA. Procter & Gamble Hygiene and Health Care Limited (PGHHCL) acquired its current name in 1998, reflecting the two key segments of its business. P&G, USA has a 65 per cent stake in PGHHCL. The parent also has a 100 per cent subsidiary, Procter & Gamble Home Products (PGHP). The overall portfolio of the company includes healthcare; feminine-care; hair care

and fabric care businesses. PGHH operates in just two business segments Vicks range of cough & cold remedies and Whisper range of feminine hygiene. The detergent and shampoo business has been relocated globally to Vietnam. The company imports and markets most of the products from South East Asian countries and China, while manufacturing, marketing and export of Vicks and sanitary napkins has been retained in India. The company reported sales of US$ 91 million in 200203. The parent company has announced its plan to explore further external collaborations in India to meet its global innovation and knowledge needs. 1.3.4 Nirma Limited Nirma Ltd, promoted by Karsanbhai Patel, is a homegrown FMCG major with a presence in the detergent and soap markets. It was incorporated in 1980 as a private company and was listed in fiscal 1994. Associate companies' Nirma Detergents, Shiva Soaps and Detergents, Nirma Soaps and 4 Detergents and Nilnita Chemicals were merged with Nirma in 1996-1997. The company has also set up a wholly owned subsidiary Nirma Consumer Care Ltd, which is the sole marketing licensee of the Nirma brand in India. Nirma also makes alfa olefin, fatty acid and glycerine. Nirma is one of the most successful brands in the rural markets with extremely low priced offerings. Nirma has plants located in Gujarat, Madhya Pradesh and Uttar Pradesh. Its new LAB plant is located in Baroda and the soda ash complex is located in Gujarat. Nirma has strong distributor strength of 400 and a retail reach of over 1 million outlets. The company reported gross sales of US$ 561 million in 2003-04. It plans to continue to target the mid and mass segments for future growth.

1.4 INDIAN HOUSEHOLD CARE MARKET

The size of the fabric wash market is estimated to be US$ 1 billion, household cleaners to be US$ 239 million and the production of synthetic detergents at 2.6 million tones. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five years. The urban market prefers washing powder and detergents to bars on account of convenience of usage, increased purchasing power, aggressive advertising and increased penetration of washing machines. The regional and small unorganized players account for a major share of the total detergent market in volumes.

1.5 MAJOR BRANDS OF DETERGENT POWDER IN THE INDIAN MARKET

1.5.1 Surf Excel A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker. Today Surf Excel offers outstanding stain removal ability on a wide range of stains. 5 Surf Excel quick wash is powered with a path-breaking technology. Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel Automatic. 1.5.2 Rin Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes, for millions across the length and breadth of the country. Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian homemaker. Rin Advanced or its perfumed variant Jasmine Fresh, the brands guarantee superior cleaning, incomparable white clothes and self-confidence which comes only from wearing spotless clean clothes. That is too, at affordable prices. Recently Rin re-wrote the rules of branding and marketing by teaming up with the countrys leading entertainment channel, Star Plus to launch a unique reality show for kids titled Rin Mera Star Super Star- a nationwide talent hunt providing a platform for talented children to showcase their potential to the entire country.

1.5.3 Wheel Wheel is India's number one detergent brand. Launched in 1987, it cleans effectively with lesser effort, making a laborious chore like washing light and easy. Moreover, Wheel does not burn hands or harm clothes like some other detergents, which contain a high percentage of soda. Ever since its re-launch in 2001, with the new positioning of 'best clean with less effort', Wheel has been growing strongly. Research showed that consumers seek a solution to heavy duty laundry, like bed sheets and curtains. Developing on this insight, wheel sought to eliminate the trouble of tough dirt or heavy-duty laundry. Mass market consumers have welcomed the solution, making it the number one. 1.5.4 Ariel Introduced in India in 1991, Ariel has continuously led other detergents in product innovation. It was the first to bring the compact detergent technology in India; the enzyme technology for superior and safe stain-removing power; the proprietary smart eyes technology which helps detect and remove stains better than any other detergent; and now for the first time superior cleaning in a choice of fragrances. Over the years, the brand has enjoyed endorsement from 6 celebrities and lakhs of homemakers in India. Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry, and meets the Companys stringent human and environmental safety standards. Ariel in its choice of two fragrances Spring Clean and Fresh Clean, is available at all leading general and chemist stores and the price remains unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg; Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 for a 20gm sachet. 1.5.5 Tide Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world. Launched in India in mid-2000, Tide provides Outstanding Whiteness on white clothes & excellent cleaning on coloured clothes as well. This is possible, due to its anti-redisposition global technology which Tide employs. These Anti-redeposition Agents help keep soils from re-settling on clothes after they have been removed during the wash itself. Tides Fabric Whitening Agents deposit on fabrics during laundering to enhance brightness of light coloured fabrics. Tide improves the washing experience through its pleasant "lemon" perfume that lingers on the clothes hours after the washing and leaves clothed bright white and prevents them from turning yellow. It does not bleach

or remove colour from a garment. It is available in packs of 200 gm, 500 gm, 1 kg and 2 kg and 20 gm single use sachet. 1.5.6 Nirma Washing Powder This product created a marketing miracle, when introduced in the domestic marketplace. In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to over-take the decades old brands, in terms of volumes. This brand had been ranked as the Most widely distributed detergent powder brand in India as per All India Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Information Marketing & Social) Research agency [Brand Equity - The Economic Times, March 11, 1997]. As per the ORG-MARG Rural Consumer Panel [December 1998] survey, Nirma brand has been ranked as highest in terms of penetration in washing powder category [BT Rural Market Watch, Business Today, June 22, 1999]. 1.5.7 Super Nirma Washing Powder Exploding the myth that better quality always demands higher price, Nirma introduced a spray-dried blue colored washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g packs, this product out-classed its competitor brands. Though, priced almost 40 % lesser, thus providing a very attractive value-for-money proposition. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well. 1.5.8 Nirma Popular Detergent Powder To cater to the needs of the specific target audience, Nirma launched a good quality product at a very affordable price. The objective is to convert the non-users of detergents into users and also prevent the competitors and local manufacturers to lure away the prospective Nirma consumers by sub-standard products. This product has created a loyal consumer base of its own and has established substantial amount of volumes. It is available in pack sizes of 500g and 1000g pack sizes. 7

As the Indian market is being competitive day by day, companies are introducing various range of detergent power in the market at different price and at different quality. Hence the customer preference is also changing. So to determine which brand is being preferred in Ludhiana market is concluded in this study

The objectives of this study are:

1. To determine the awareness for various detergent powder brands by the consumers in Ludhiana. 2. To determine which brand of detergent powder is preferred most by consumers of Ludhiana. 3. To determine the satisfaction level for various detergent powder brands by the consumers in Ludhiana. 4. To determine brand loyalty for detergent powder consumers in Ludhiana. 5. To determine whether family income affects the purchase of preferred detergent powder brands for the people in Ludhiana.

RESEARCH METHODOLOGY
This chapter presents the research methodology to be adopted for the research topic Study of Customer Preference Regarding Detergent Powder Brands in Ludhiana. It includes the selection of samples, collection of data and choice of statistical tools that were used for analyzing the data. The basis of this chapter is to know about the research methods and the logic behind using the particular parameter or method. The following points will be discussed in this chapter: Scope of the study Research design: Sources of data collection Research approach Research instruments Sampling plan 1. Framework of the population 2. Sampling technique 3. Statistical tools Scope of the study The study was restricted to the customers of detergent powder in Ludhiana only.

Research design Research design states the conceptual structure within which the research is to be conducted. This research is conducted for describing the preference for various detergent powder brands in Ludhiana. Hence, the research design study is Descriptive Research and carried out by survey. Sources of data collection The task of data collection begins after a research problem has been defined and a research design has been chalked out. While deciding about the method of data collection, the researcher should keep in mind two types of data viz., primary and secondary. The primary data are those, which are collected a fresh and for the first time and thus happen to be original in character. The secondary data are those that have already been collected by someone else and which have already been passed through the statistical process. The methods of collecting primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation.

This research involves the primary source as well as secondary source of collecting the data.

The information was gathered from the people (mostly housewives) of Ludhiana 10 Research approach:

For conducting this research one approach was used:

Survey approach (interview of the consumers) The primary data was obtained during the course of doing research in a systematic manner

Research instrument: with the help of questionnaires.

Questionnaire: The questionnaire used by me for the purpose of data collection was of structured type (Non-disguised). The questionnaire was designed keeping in mind the research problem, which included both open and closed ended questions.

Sample plan The sample design was to be decided taking into consideration the nature of enquiry and other related factors. The sample design takes into three decisions of sampling unit, sample size and sampling technique. 1. Framework of population Population: All users of detergent powder in Ludhiana. Sampling Unit

The sampling unit refers to, Who is to be surveyed? In this research any single user (especially housewives) who is using the selected brand of detergent powder in Ludhiana is sampling unit. Sample Size Sample size is an answer to the question that, How many people should be surveyed? As it was not feasible to carry out a survey for the study in this short time, the representation of the population was to be quantified. Hence, the sample size for the study undertaken was 50. 2.Sampling Technique Next question come up is, How the respondents should be chosen? Convenience sampling technique is used in this survey de to short span of time. 3.Statistical tools: Classification and tabulation transforms the raw data collected through questionnaires and personal interviews into useful information by organizing and compiling the bits of data contained in each of the 50 questionnaires and responses are converted into understandable and orderly statistics for further analysis and interpretation. Following applications of statistics are used to organize and analyze the data:

Simple tabulation of data using tally marks Calculating the percentage of the responses
No of responses 100 Total no of respondants

11

Formula used:
Percentage =

Graphical analysis by means of pie charts bar graphs etc.

LIMITATIONS OF THE STUDY

1. Since it was one-man study, it was not possible to cover large number of area. 2. The personal opinions and views of the respondents were many cases guided by perceptual differences and stimulus distortions. 3. The concept is so wide that accurate decisions and results cannot be take out in limited sample size and limited time availability. 4. The respondent might not respond truly, as they felt it as an unnecessary, burden and wastage of time.

12

Table 4.1 No of people using detergent powder Total Yes No Graph 4.1 No of people using detergent powder Frequency 50 0

Interpretation: Out of 50 respondents, every respondent is using detergent powder.

13 Table 4.2 No of people aware of various detergent powder brands available in the market Brands Wheel Rin Nirma Tide Ariel Frequenc y 44 45 43 47 46 Percentage 88 90 86 94 92

Surf Excel

49

98

Graph 4.2 Percentage of people aware of various detergent powder brands available in the market

Interpretation: Out of 50 respondents, 98% people are aware of the detergent powder brand Surf Excel. 94% people are aware of the detergent powder brand Tide. 92% people are aware of the detergent powder brand Ariel. 90% people are aware of the detergent powder brand Surf Excel. 88% people are aware of the detergent powder brand Rin. 86% people are aware of the detergent powder brand Wheel. 14 Table 4.3 Presently using detergent powder brands by the people of Ludhiana Brands Frequency Wheel 7 Rin 5 Nirma 1 Tide 9 Ariel 3 Surf Excel 25

Graph 4.3 Presently using detergent powder brands by the people of Ludhiana.

Interpretation: Out of the 50 respondents, 50% uses the detergent powder brand Surf Excel. 18% uses the detergent powder brand Tide. 14% uses the detergent powder brand Wheel. 10% uses the detergent powder brand Rin. 6% uses the detergent powder brand Ariel. 2% uses the detergent powder brand Nirma. 15 Table 4.4 Duration of using various detergent powder brands by the people of Ludhiana Time Less Than 6 Months 6 Months To 1 Year More Than 1 Year Frequency 6 13 31

Graph 4.4 Duration of using various detergent powder brands by the people of Ludhiana

Interpretation: Out of 50 respondents, 62% of the people are using their present detergent powder brand for more than 1 year. 26% the people are using their present detergent powder brand for 6 moths to 1 year. 12% the people are using their present detergent powder brand for less than 6 months.

16 Table 4.5 Ranking of various detergent powder brands by the people of Ludhiana Brands Wheel Rin Nirma Tide Ariel Surf Excel Score Rank 218 192 245 151 137 107 2 3 1 4 5 6

Graph 4.5 Ranking of various detergent powder brands by the people of Ludhiana

Interpretation: Surf Excel is the most preferred detergent powder brand in Ludhiana.

17 Table 4.6 Important attributes for selecting a detergent powder brands by the people of Ludhiana Extremely Highly Fairly Not so Important Important Important Important Important Weighted Attributes (5) (4) (3) (2) (1) Total Mean Product availability 16 13 16 2 3 187 3.74 Product quality 28 16 6 0 0 222 4.44 Product price 7 22 17 3 1 181 3.62 Packing 3 6 16 19 6 131 2.62 Free gifts 2 4 14 15 15 113 2.26

Ads Discounts Additional Features

4 6 9

11 14 14

18 9 14

10 15 7

7 6 8

145 149 165

2.9 2.98 3.3

Graph 4.6 Important attributes for selecting a detergent powder brands by the people of Ludhiana

Interpretation: Product quality is the most important attribute that Ludhiana people look for during the purchase of a particular detergent powder brand. 18 Table 4.7 Opinion about presently used detergent powder brands by the people of Ludhiana Frequenc y Excellent Very good Good Average Bad 15 23 11 1 0

Graph 4.7 Opinion about presently used detergent powder brands by the people of Ludhiana

Interpretation: Out of the 50 respondents, 23 said that the performance of their present detergent powder brand is very good. 15 said that the performance of their present detergent powder brand is excellent. 11 said that the performance of their present detergent powder brand is good. 1 said that the performance of their present detergent powder brand is average. None said that the performance of their present detergent powder brand is bad.

19 Table 4.8 No of satisfied people of Ludhiana from their present detergent powder brand Total Yes No Frequency 50 0

Graph 4.8 No of satisfied people of Ludhiana from their present detergent powder brand

Interpretation: Out of the 50 respondents, everyone is satisfied from presently used detergent powder brand.

20 Table 4.9 Extent of satisfaction from present detergent powder brand to the people of Ludhiana Frequenc y Excellent Very good Good Average Bad 16 12 17 5 0

Graph 4.9 Extent of satisfaction from present detergent powder brand to the people of Ludhiana

Interpretation: Out of the 50 respondents the level of satisfaction, from the present detergent powder brand for, 34% people are good. 32% people are excellent. 24% people are very good. 10% people are average.

21 Table 4.10 Tendency of switching to other detergent powder brand by the people of Ludhiana Total Yes No Frequency 19 31

Graph 4.10 Tendency of switching to other detergent powder brand by the people of Ludhiana

Interpretation: Out of the 50 respondents, 62% of the respondents are loyal to their present detergent powder brand, whereas 32% of the respondents want to switch over some other detergent powder brands.

22 Table 4.11 Intensity of switching to other detergent powder brand by the people of Ludhiana Frequenc y Certainly Switch Switch 0 4 Probably Switch 15

Graph 4.11 Intensity of switching to other detergent powder brand by the people of Ludhiana

Interpretation: Out of the 19 respondents who want to switch over to other brands, 4 want to switch over to other detergent powder brand and rest 15 said that they will probably wan to switch over other detergent powder brand.

23 Table 4.12.1 Family income ranges of respondents Family Income Range (Per Month) Less than Rs. 10,000 Rs.10,000 to Rs. 20,000 More than Rs. 20,000 Frequency 3 16 31

Graph 4.12.1 Family income ranges of respondents

Interpretation: Out of the 50 respondents, 3 have family income less than Rs. 10, 000; 16 have family income between Rs. 10, 000 to Rs. 20, 000 and rest 31 have family income more than Rs. 20, 000.

24 Table 4.12.2 Tendency of using of detergent powder brand at a given family income range by the respondents Family Income Range (Per Month) Wheel Rin Nirma Tide Ariel Surf Excel Total Less than Rs. 10,000 1 0 1 0 0 1 3 Rs.10,000 to Rs. 20,000 Rs.10,000 to Rs. 20,000 3 3 2 3 0 0 3 6 1 2 7 17 16 31

Total

25

50

Graph 4.12.2.1 Tendency of using of detergent powder brand having family income less than Rs. 10,000

Graph 4.12.2.2 Tendency of using of detergent powder brand having family income Rs.10, 000 to Rs. 20,000

25 Graph 4.12.2.3 Tendency of using of detergent powder brand having family income more than Rs. 20,000

Interpretation: Out of the 50 respondents, larger portion of the different income category uses Surf Excel detergent powder brand.

26 Table 4.13 Opinion of respondents whether family income affects the purchase of preferred detergent powder brand

Total Yes No

Respondents 28 22

Graph 4.13 Opinion of respondents whether family income affects the purchase of preferred detergent powder brand

Interpretation: Out of 50 respondents, 28 people think that family income affects the purchase of preferred detergent powder brand whereas 22 think that family income has no affect to the purchase of preferred detergent powder brand.

27 Table 4.14 Intensity to which family income affects the purchase of preferred detergent powder brand

Frequenc y

Extremely affects 4

Fairly affects 10

Affects 10

Probably effects 4

Does not affect at all 0

Graph 4.14 Intensity to which family income affects the purchase of preferred detergent powder brand

Interpretation: Out of the 28 respondents who think that family income affects the purchase of preferred detergent powder brand only 14.29% thinks that family income both extremely affects and probably affects the purchase of preferred detergent powder brand whereas 35.71% think that family income both fairly affects and somewhat affects the purchase of preferred detergent powder brand.

28

The results obtained from this research are as follows; Most of the people are aware of the commonly available detergent powder brands in the market.

Most preferred detergent powder brand by Ludhiana people Surf Excel. People are satisfied from their present detergent powder brand. Product quality is the most important attribute for purchasing the detergent powder brand. People are loyal to their present detergent powder brand. Family income has less effect on the purchase of preferred detergent powder brand

29

The conclusion drawn from this research is as follows; In case of detergent powder brand, Ludhiana people are generally concerned about more product quality than its price and they have the knowledge about most of the commonly available brands in the market. Their tendency of switching over is also very low.

30

QUESTIONNAIRE Q.1 Do you use detergent powder? (a) Yes (b) No Q.2 Which of the following detergent powder brands are you aware of? [You can ( ) tick more than one]
Name of brands Wheel Rin Nirma Tide Ariel Surf excel Aware of

(If Yes move to Q.2)

Q.3 Which of the following detergent powder brands are you presently using?
Name of brands Wheel Rin Nirma Tide Ariel Surf excel Presently Using Any Other (Please Specify)

Q.4 For how long are you using your current detergent powder brand?
TIME Less than 6 months 6 months to 1 year More than 1 year Whe el Ri n Nirm a Tid e Arie l Surf Excel Any Other

Q.5 Rank 1 to 6 the following detergent powder brands according to your choice where 1 being the most preferred and 6 being the least preferred detergent powder brand.
Name Wheel Rin Nirma Tide Ariel Surf excel Rank

Q.6 Rate the importance of following attributes in selection of the detergent powder brand.
S R N O 1. 2. 3. 4. 5. 6. 7. 8. ATTRIBUTE S Product Availability Product Quality Product Price Packing Free gifts Advertiseme nts Discounts Additional features Extremely Important Highly Importan t Importan t Fairly Importan t Not So Importa nt

31 Q.7 Please rate your opinion about the performance of your present detergent powder brand?

Excellent

Very good

Good

Average

Bad

Q.8 Are you satisfied with the performance of your present detergent powder? (a) Yes

(b) No

(If Yes move to Q. 9, otherwise, move to Q. 10)

Q.9 Please rate the satisfaction level of your present detergent powder brand. Excellent __________ _________ __________ _________ Bad Q.10 Would you like to switch over any other brands of detergent powder? (a)Yes (b) No (If Yes move to Q. 11, otherwise, move to Q. 12)

Q.11 Please the intensity of your switching over to any other detergent powder brand. Certainly Switch Switch Probably Switch

Q.12What is your present family income? INCOME RANGE Less than Rs. 10,000 Rs. 10,000 to Rs. 20,000 More than Rs. 20,000 Q.13 Do you think that your family income affects the purchase of your preferred for detergent powder brands? (a)Yes (b) No (If Yes, move to Q.14, otherwise, move to Personal Details) Q.14 Rate the extent to which your family income affects the purchase of your preferred for detergent powder brands?
Probably Does not Extremely Fairly affects Affects 32 affect at all affects Q.15 affects add any further comment on your preferred detergent brand... Do you

.... Respondent Details: Name: Address: Phone No (If you desire):

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BIBLIOGRAPHY
Kothari, C.R, Research Methodology, 2004, New Age International Ltd, New Delhi, Edition-2, Pg. 56-57 Shajahan, Research Methods for Management, 2006, Tata McGraw Hiils, 3rd edition, Pg. 24-50.

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