Phase 1:

In phase 1, we conducted 21 interviews with people who were using any deodorant/have used one in
their lifetime. This helped us to get the most important characteristics people look forward in a
deodorant. In addition to this, 3 retailers in Behala area and 1 stockist/pharmacist near our campus. This
gave us information which products are sought by the customers and what product information their
customers seek from them.










Phase 2:
The size of the sample was 92. The people in the survey were between 19-27 years of age. The questions
were specific to the deodorant they have used before/ currently using. The following product benefits
were then ranked in accordance to their importance and the percentage of people who were not getting
that benefit from their current product.

Benefit Grouping % of sample customers who
definitely want the benefit
% of sample having
deficiency
Anti-Bacterial
75 30
Anti-perspirant
67 39
Freshness
70 36
Mild fragrance
61 42
Strong fragrance
47 24
Long lasting Effect
38 25
Price/Spray
56 34
Number of sprays
66 43
Natural/ Chemical
40 23

Product Charactestics
Anti-Bacterial
Anti-perspirant
Freshness
Mild fragrance
Strong fragrance
Long lasting Effect
Price/Spray
Number of sprays
Herbal/ Non-Herbal









Anti-
Bacterial
Anti-
Perspirant
Fragrance
Freshness
Axe
Set Wet
Wildstone
Zatak
Nivea
Adidas
Yardley
Rexona
Dove
Fa
Engage
Fogg
PRICE