A PROJECT REPORT ON CONSUMER BEHAVIOUR TOWARDS SOAPS MARKET (No of pages: 100)

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TABLE OF CONTENTS

CHAPTER – 1

INTRODUCTION TO THE STUDY -……………………………………….. 6

CHAPTER – 2

INDUSTRY & COMPANY PROFILE ………………………………………..21

CHAPTER – 3

RESEARCH METHODOLOGY ………………………………………………44

CHAPTER – 4

BACKGROUND OF THE STUDY ……………………………………………48

CHAPTER – 5

DATA ANALYSIS AND INTERPRETATION ……………………………….61

CHAPTER – 6

FINDINGS & SUGGESTIONS ………………………………………………..92

CONCLUSION …………………………………………………………………95

Bibliography-……………………………………………………………………96

Questionnaire ……………………………………………………………………97

INTRODUCTION:-

Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. Buying Behaviour is the decision processes and acts of people involved in buying and using products.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

  • Buyer’s reactions to a firms marketing strategy has a great impact on the firms success.
  • The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
  • Marketers can better predict how consumers will respond to marketing strategies.

 

OBJECTIVES OF STUDY:-

 To know awareness of people towards ITC soap products

 To know the preference of ITC products with comparison to other competitive brands.

 To know the factors which affects consumer’s buying behaviour while purchase SOAP.

 To study various factors such as quality, price, easy available etc. Is influencing lot and influences positively

 Ideas about to increase the sale of the “ITC

PROBLEM STATEMENT:-

The main challenge for marketers is to create the consumer’s loyalty by quality, freshness, odor and taste. In India, dairy industries has a rapid growing a flourishing in FMCG Product. Marketers are necessary to know the consumer’s response towards their own brand milk and milk products of its availability, acceptance and affordability. It is always a superior challenge for the companies to calculate the consumer buying behaviour towards ITC products. The present study tries to identify the various factors that lending to the consumers buying behaviour towards ITC product.

 

LITERATURE REVIEW:-

HARISH B                                                                                                                     

Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI’s OTC brands was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in 1993. The brand was expected to give the market leader Dettol, a run for its money. But even after millions of rupees spent, Dettol still rules the antiseptic lotion market.This article shows as to why Savlon was a better antiseptic than Dettol, and then too why Savlon was not able to hold itself in the market.it also shows the strategy adopted by Dettol which was not expected by J&J to fight the upcoming antiseptic brand, the decisions took by J&J and its effect on the brand ‘SAVLON’.It also includes launch of Savlon’s soap, strategies adopted by HUL to compete Dettol soap, and finally the drop of savlon soap by HUL.

The power of contrast                                                      S. Ramesh Kumar and B. Shekar

This article says that marketers must use the aspect of contrast creatively so as to lure the consumers.It also shows that the product attributes of a leader (Dettol) create a perception that highlights the contrast when there is a follower brand (Savlon). This approach is extremely useful to fast moving consumer goods where differentiation is difficult to sustain in the long run. Marketers through advertisements, alongwith conveying the positioning of the brand, should create a contrast that consumers will be able to accept and incorporate over a period of time. The contrast would have to be relevant to the positioning of the brand.

  • Allison E. Aiello, Elaine L. Larson, and Stuart B. Levy

In this article Much has been written recently about the potential hazards versus benefits of antibacterial (biocide)-containing soaps. The purpose of this review was to assess the studies that have examined the efficacy of products containing triclosan, compared with that of plain soap, in the community setting, as well as to evaluate findings that address potential hazards of this use—namely, the emergence of antibiotic-resistant bacteria.

Soap makers oppose excise duty move

 Handmade soap manufacturers in Tamil Nadu have opposed the proposal in the Union Budget to reintroduce excise duty on their produce, saying it would force the small enterprises in the sector to close down.

It would be very difficult for them to survive in the industry as they would not be able to face the onslaught by the mechanised soap making units, run by multinationals, Tamil Nadu Small Scale and Tiny Soap and Detergent Manufacturers Association President V S Krishnan told reporters here last night.

He said for manufacturing 1,000 kgs of handmade soap 30 workers were needed while in the mechanised sector five persons could do the job.

METHODOLOGY:-

Research Design

Sample technique A convenient sampling technique tool was adopted for data collection.

SOURCE OF RESEARCH DATA:

There are mainly two sources through which the data required for the research will be collected.

PRIMARY DATA:

The primary data will be gathered through personal interaction with various functional heads and other technical personnel. Questionnaire will be used for survey during the internship.

SECONDARY DATA:

Secondary source is that information that is obtained from those sources other than direct sources and the information will be collected through the following ways.

         Company’s Website.

         Magazines and Journals.

         Text books published on Human Resource Management.

         Websites and Search engines.

SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It is the procedure used by the researcher in selecting items for the sample.

POPULATION

Population is a set of finite or infinite collection of individuals. Population of this study will be the workers and staff. Population size for the study will be 400.

SAMPLE SELECTION:

A sample is known as the sub-unit of population which shares the similar features. The number of units in the sample is known as the sample size.

SAMPLE SIZE

Sample of present study will consist of 200 respondents of various departments of  the organisation.

 Sample       :  Employees of the organization

Sampling techniques:-

Random sampling will be used in the study.

Target respondents:-

Employees of the company

Data analysis techniques:-

Data will be analysed using various methodologies and graphical representation like pie charts, bar charts etc.

 STATISTICAL TOOLS:-

  Percentage analysis

  Pie diagrams

RESEARCH PROCEDURE

Responses will be gathered from participants on all the items of the questionnaire. Participants consisted of employees of the organisation. All responses will be used for data and statistical analysis.

REFERENCES:-

BOOKS

  1. Marketing Management by Dr. Philip Kotler.

Periodical: Business World

Website:

www.google.com

www.wikipedia.com

www.ITC.com

Scope of the study

ITC product is one of the important products which is used all over the world. Consumer buying behaviour is an important element in the marketing activity. This study is used to calculate various opinions of the consumers who is using ITC products. This shows the purchasing level of the product. The company can come to know about the strength and weakness of the product. This will help to know the needs and wants of every individual in the day to day life.

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