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BRANDEXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON
A Major Research Project Report Submitted towards the Partial Fulfillment Of the Master of Business Administration Degree awarded by DAVV, Indore (2009-2011)
Research Candidate: Amit kumar shukla MBA (FT) (2009-11) Enrollment No.D09MBA2150031
Date:
STUDENTS DECLARATION
I hereby declare that the project report entitled BRAND EXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON submitted by me to Devi Ahilya Vishwavidyalaya, Indore through Chameli Devi Institute of Technology and Management (CITM), Indore for consideration of the award of Master of Business Administration (MBA) represents my own work except for the guidance and/or suggestions received, which have been suitably acknowledged.
I further state that this work does not form part of my or any other report submitted to this or any other University/Institution for the award of any degree or diploma.
Date:
Place:
ACKNOWLEDGEMENT
This project has been a truly educative and enlightening experience for me, one that has seen me grow in professionally and personally by expanding my domain knowledge, for this I would like to thank the following people without whom this project could not be completed.
First I would like to thank all the consumers to whom I have visited for giving me this opportunity and resources to complete my Major Research Project. I would like to extend my full gratitude towards all staff specially Amit Kumar sir who has been helpful throughout the project.
BRANDEXTENSION A WAY OF SUCCESS IN FMCG MARKET COMPRATIVE STUDY BETWEEN DETTOL AND SAVLON
CONTENTS
Chapter
Particulars
Page No.
1.
2.
METHODOLOGY A: Information needed B: Source of data C: Design of questions D: The Tools Used
a. Sampling & finding b. Data Analysis
3. 4. 5. 6. 7.
FINDINGS FROM SURVEY LIMITATIONS SUGGESTIONS AND RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY & REFERENCES APPENDICES QUESTIONNAIRE
Chapter I
INTRODUCTION
BRAND: A PART OF MARKTING MIX:- Classical 4Ps (Marketing Mix: Product,
Price, Promotion, Place) is in continuous use by marketing, practitioners and academicians to design an integrated marketing plan. Along with STP (Segmentation, Targeting and Positioning), marketing mix plays a major role for designing marketing roadmap starting from early stage of new product development until maintaining market share(Segmentation, Targeting and Positioning), marketing mix plays a major role for designing marketing roadmap starting from early stage of new product development until maintaining market share. Regardless what content inside the product, how much it is priced, how intensive the promotion takes, and how large the coverage of distribution, a clear identity to distinguish the product to other products that have existed in the market is crucial. In marketing study, such identity labeled to a product is called brand. A brand is created to foster long term chained connections between company and customers. As more alternative of products available in market, customers take bigger trust on brand they can rely on, to products that offering values closely meet their needs. Brand is a powerful tool for marketing strategy. Luxurious brands like Gucci and Prada are negatively affected on counterfeits sold by illegal vendors in developing countries. Consumers who buy the products know dissimilarity of quality. They, however, still make buying decisions as driven by power of brand. The typical consumers wont make purchases when no brand is attached to the counterfeited products. A series of programs to promote products relying on brand images is called branding. Branding is crucial to increase perceived consumer value. Successful branding programs lead to brand loyalty and consequently transfer the loyalty to brand extension. Similar with humans, brand has an image as accumulations of some attributes. Physical product quality, the most tangible and easiest to detect, belongs to the collection of attributes. In the long run, however, the product quality is perceived separately from brand image. Some argues that brand image is more important that physical product quality. In executing brand extension, high profile and well known brand image is more applicable than one with low image.
bold brand extension was taken by Caterpillar. Its move from a brand solely used for manufacturing on specialist construction and mining equipment into footwear market was highly perceived as a big mistake. However, the trial has been a big success. Available in over 150 countries, unit sales exceeded 5 million in 2001, making Cat Footwear one of the largest youth non athletic footwear brands in the world. The perception tried to transfer from the parent brand to footwear clearly demonstrate the strengths and outdoor equipment. A line in Caterpillars website points out that At Caterpillar, we build the machines that help our customers build a better world. The boots and shoes we build are made with the same commitment". Nike is an example on how a brand is extended to enter some different product categories and still sustains to business competitions. With its 2004 revenues of $12.3 billion, Nike was ranked 173 on US Fortune 500 and ranked 374 on Forbes magazines Global 2000 for total market equity. History of company began in 1962 when a University of Oregon accounting student who also a runner for the campus, Phil Knight, started to import Onitsuka Tiger sport shoes from Japan. He envisioned conquering domination of German manufacturers which controlled U.S. athletic footwear market at that moment by marketing low price and high-tech athletic shoes. With $500 investment of each, the young Phil formed a partnership with Bill Bowerman, the track coach at the same university, to operate a newly formed business under name Blue Ribbon Sports. The very initial marketing operation was marked by selling shoes from the back of a van at a high school track. Within 10 years of business operations, company was gaining growing market share that soon affect to the modifications of corporate name and brand logo. Soon the marketing program worked well and Nike began an advertising debut promoting to public that some marathoners wore Nikes shoes. To optimize it continuous market expansion, Nike went public and took the company to IPO (Initial Public Offering). Targeting diverse markets from men and women to children, Nike also targets different sport categories. Product categories of running, basketball, volleyball, golf, soccer, baseball and recreational media are some of total categories set by management. In 2000, Nike introduced a series of electronic gadgets. Ahead of time, Nike was already running in diverse product categories of athletic shoes, watches and apparel. The brand extension transferred by Nike mostly fit perceptions and image of parent brand into consumers mind.
to retailers. Challenging point of value created to retailers deal with offering broad variety of products with constrained space they have. Brand management is responsible to manage entire processes of brand life cycle, from creation, development to elimination of the brand. Consumer goods multinational company, Unilever, has recently taken a restructuring on the brand portfolio. By reducing 1,600 to 400 brands, Unilever streamlines its brand varieties in order to be ahead of global competition. The more number of products managed in a company brand portfolio increases level of risk faced due to unsuccessful programs of product extension. In greater impact, it can jeopardize a business unit or company existence. Correlation of 2 functions, span of control and number of products in a brand, provides a framework to devise a brand extension strategy. More products handled by a brand manager decrease the span of control. It brings a linear correlation with brand risks. To lower risk, brand manager is likely to extend brand portfolio with a moderate number of extension, which also reduce span of control issues.
DOWNSIDE: BRAND DILUTION:- Brand dilution occurs when consumers loss the
original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Cadbury may experience brand dilution by loosing its strong identity of chocolate and candy bar by running a number of different categories like mashed potatoes, powdered mill and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. Even though today's consumers are selective in their buying habits and expect innovation, the reality of brand extension success is still low. This is because most of new product extensions are not unique and do not satisfy consumer needs. There are some factors that lead to brand dilution. Among those include perception in consumer minds comparing between parent brand and product extension, level of familiarity with parent brand, fit level transferred from parent brand to extension and consumers perception to new product. Level of brand loyalty shown by a customer can switch to radical degree for brand extension case. When loyalty and level of familiarity with parent brand is high, new product extension failure may greatly diminish trust level to entire brand portfolio. In turn, low familiarity to brand affects low dilution when product failure occurs in new extension.
REVIEW OF LITERATURE
Brand extensions refer to the practice of using current brand names to enter different product categories defines brand extensions as any effort to extend established brand names to launch new or modified products or lines. The success of brand extensions depends on the product information available and the fit between the brand name and the new product category. Aaker and Keller (1990) assert that consumer evaluations of brand extensions are based on the quality of the parent brand, the fit between the parent and extension categories, and the interaction of the two. Park et al. (1991) contend that product feature similarity and brand concept consistency are two factors that differentiate successful and unsuccessful extensions. Consumers take into account not only information about the product-level feature similarity between the new products and established products, but also the concept consistency between the parent brands and the brand extensions The most favorable evaluation of extensions occurs when extensions are built with high brand concept consistency and high product feature similarity . Brand extensions can also facilitate consumers decision-making heuristic by the use of established brands. The established brand can easily be retrieved from memory and the extended brand can be more accessible than individual brands. Extensions are more powerful when they are connected to the customer relationship and brand positioning. The extant literature has shown that similarity among product categories is likely to result in assimilation of the brand extensions and to determine the transfer of brand appeal. In addition, it is also argued that relatedness is a prerequisite for brand extension evaluation. Any shared attributes in terms of product image or concept may contribute to the relatedness. In case of perceived inappropriate information, consumers usually search for additional distinct information.
A. Broad objective: The main objective of the report is to analyse the marketing aspect for Brand extension.
B. Specific objective: To know about the whole Extension process and the aspect of marketing in NPD (New product development).
To collect the views of customer about the expected product and communication channel .
To suggest the necessary improvement of the marketing approach to launch new product .
Chapter II
Types of data:
Primary source of data:
Face to face conversation with customer. Data from the companys documents and report.
Private networks.
Internet.
METHODOLOGY
Types of data
Both primary and secondary data have been used in this report .in the organization part ,much Collect from secondary data , on the other hand in the project part primary data has been used to present of the information.
Sampling plan Target Population Specific population who use antiseptics. Sampling category Consumer, Sample size Total sample size is 50 consumers.
C: Design of questions
Chapter III
FINDINGS FROM SURVEY
DETTOL
Statistics VAR00001 50 0 VAR00002 50 0 VAR00003 50 0 VAR00004 50 0 VAR00005 50 0 VAR00006 50 0 VAR00007 50 0 VAR00008 50 0 VAR00009 50 0 VAR00010 50 0 VAR00011 50 0
SAVLON
Statistics VAR00001 50 0 VAR00002 50 0 VAR00003 50 0 VAR00004 50 0 VAR00005 50 0 VAR00006 50 0 VAR00007 50 0 VAR00008 50 0 VAR00009 50 0 VAR00010 50 0 VAR00011 50 0
50 0
Valid
Frequenc y 32 18 50
VAR00001
2.00
1.00
INTERPRETATION:
In the case of Antiseptic Dettol has gain more share, We found that according to the first criteria of generally use Dettol takes the leadership position in the market. When we ask consumers whenever you are in need of antiseptic what name comes first in your mind? Which antiseptic you generally use? We got six out of ten replies Dettol; another four is Savlon; other gets none. This finding shows dettol is first preference of consumer in antiseptic market.
Valid
Frequency 32 18 50
Valid
Frequency 32 18 50
VAR00001
2.00
2.00
1.00
1.00
INTERPRETATION:
When we move to next question which is associated with price ,people rate same for both of antiseptic , this finding shows there is no variance in rate, dettol provide same range of its product as savlon ,
Price is most sensitive factor for any company so it is necessary to keep same or less price with unique quality of product and both company try to maintain this,in our survey there is 64% people who said dettol is provide good range of products and 36% people dissatisfied with dettol ,in case of savlon same data will repeat 64% people accept that savlon provide good price range while 36% people deny this .
Valid
Frequency 14 22 14 50
Percent Valid Percent 28.0 28.0 44.0 44.0 28.0 28.0 100.0 100.0
Valid
Frequency 2 33 15 50
Percent Valid Percent 4.0 4.0 66.0 66.0 30.0 30.0 100.0 100.0
VAR00002
5.00
VAR00002
5.00
3.00
3.00
4.00
4.00
INTERPRETATION:
When we come in qus 3 value for money we see a great difference in both product, in case of dettol 28%people is unable to tell anything related to value for money we consider them as neutral, there is 48% consumer who think somehow dettol give value for money ,there is 28% consumer who strongly consider dettol as value for money . If we take a look over on savlon we found that there is 4% consumer is neutral ,66% are in somehow condition and 30% consumer are strongly accept that savlon give value for money .
Valid
Percent Valid Percent 8.0 8.0 40.0 40.0 52.0 52.0 100.0 100.0
Valid
Percent Valid Percent 20.0 20.0 52.0 52.0 28.0 28.0 100.0 100.0
VAR00003
VAR00003
3.00
5.00 3.00
5.00
4.00
4.00
INTERPRETATION:
It was found through deeper probing that even though consumers would have switched brands due to sales promotion, there was reluctance about admitting the same and variety was given as a reason for switching .in this question consumer shows its loyalty with brand
in case of dettol 8% consumer are confuse/neutral 40% are agree and 52% are strongly brand loyal they can never change their brand if they increase price .
in savlon there is 20% consumer in neutral condition ,58% agree and 72% people strongly brand loyal .
the whole ratio shows consumer of dettol is more loyal for there brand .
VAR00004 Cumulativ e Frequency Percent Valid Percent Percent Valid 4.00 27 54.0 54.0 54.0 5.00 23 46.0 46.0 100.0 Total 50 100.0 100.0
Valid
Percent Valid Percent 6.0 6.0 54.0 54.0 40.0 40.0 100.0 100.0
VAR00004
5.00
VAR00004
5.00
3.00
4.00
4.00
INTERPRETATION:
Quality a factor which decide product image in consumer mind ,when we put this question in front of consumer a dramatic result came out 6% consumer unable to tell about quality of the product 54% consumer are agree and 40% consumer are strongly recommend there product to other as quality aspect ,
savlon get advantage here for its quality parameter 54%consumer accept it is good and 46% consumer strongly stick with savlon for quality reason.
Valid
Frequency 25 25 50
Valid
Percent Valid Percent 10.0 10.0 52.0 52.0 38.0 38.0 100.0 100.0
VAR00005
VAR00005
4.00
2.00
4.00 5.00
3.00
INTERPRETATION:
Hygienist is the factor for which the people are more concern about, as in case of Dettol it is the most trustworthy brand for the users so they highly recommend it as per market survey 50% recommend it as hygienic and remaining highly recommend it as hygienic product. But in case of Savlon 25% of users are not aware about its authencity. And remaining 40% highly recommended savlon for its hygienic factor.
Valid
VAR00006
4.00
4.00
5.00
5.00
INTERPRETATION:
As it was the market survey at tier-ii city where the market is divide into organized and unorganized so the availability of product is in reach of customer but still Dettol is the oldest player in antiseptic market which penetrates the market and is in reach of customer so more than 70% people found it available nearby their residential. But in case of Savlon it the comparatively new and due to less awareness of savlon, but due to same price tariff it found easily but due to its positioning in customer is not so positive so retails are refuse to put it in their retail stores
8-If you go for repurchase of your product, will you prefer the same product or not?
Valid
Percent Valid Percent 24.0 24.0 60.0 60.0 16.0 16.0 100.0 100.0
VAR00007
VAR00007
4.00
5.00 3.00
5.00
4.00
INTERPRETATION:
The repurchasing of the product based on the present performance of the product and as comparison of the both antiseptics the Dettol is ahead then the savlon as in case of Dettol more than 95% users repurchase it for further use but as we concern about savlon only 60% users repurchase it for use and remaining are not in strongly agree for repurchasing it for the use.
Valid
Frequency 31 19 50
Valid
Percent Valid Percent 20.0 20.0 54.0 54.0 26.0 26.0 100.0 100.0
VAR00008
5.00 3.00
5.00
4.00
4.00
INTERPRETATION:
The satisfaction level of the user is depend on the trustworthy ness its services the quality of the product as if we talk about Dettol more than 35% are strongly satisfied with the services of Dettol and remaining are satisfied after using the Dettol . but in case of savlon around 25% are satisfied and remaining are still not satisfied with the savlon. In savlon around 20% are till now in stage of neutral for the satisfaction level of savlon.
10-As you hear about the following brands what comes to your mind first?
VAR00009 Cumulative Percent 10.0 100.0
Frequency 21 17 12 50 VAR00009 Cumulative Percent 42.0 76.0 100.0
Valid
Frequency 5 45 50
Valid
Percent Valid Percent 42.0 42.0 34.0 34.0 24.0 24.0 100.0 100.0
4.00
VAR00009
5.00
3.00
5.00
4.00
INTERPRETATION:
According to the data collected by market survey, the first name comes into the mind when we talking about antiseptic Dettol is the first name which comes under the users mind as it got first mover advantage and due to its product quality and users satisfactory services it enlighten first into users mind but when we talk about savlon it new in market as compare to Dettol it reach and penetration level is very less as compare to Dettol the familiarity is also limited upto some users so it misses its place as prior priority as compare to Dettol.
VAR00010 Cumulativ e Frequency Percent Valid Percent Percent Valid 4.00 6 12.0 12.0 12.0 5.00 44 88.0 88.0 100.0 Total 50 100.0 100.0
VAR00010
VAR00010
4.00
5.00
Valid
Frequency 20 20 10 50
Percent Valid Percent 40.0 40.0 40.0 40.0 20.0 20.0 100.0 100.0
3.00
5.00
4.00
INTERPRETATION:
The most of the users are still unaware about the whole product range as we talk about Dettol is the prominent and user friendly and makes its position in rural as well as in urban market so as to increase its customer base and as it has very superior quality products the product line of dettol is very familiar in between the users. But as talk about savlon still the main product is surfing for its image in users mind so to create the awareness of product line of savlon still company has to suffer a lot for its brand image.
12- Does fragrance of a soap effect your purchase decision or not, if yes then which one you prefer as the only fragrance as concerned ?
Valid
Valid
Frequency 29 21 50
VAR00011
VAR00011
5.00
3.00 4.00
4.00
INTERPRETATION:
The fragrance is considered as value added property for the antiseptic liquid it will also make a inverse effect for the consumer preference for buying the product. Here in market survey the savlon leads the dettol as compare to savlon. It has more superior fragrance then dettol it smells more like a pesticide than an anteseptic.
Chapter IV
LIMITATIONS
Strength Limitations: Adequate efforts have been taken to accomplish the research according to the objectives. But as the research team is consisted of only one member therefore it was not possible to cover more additional areas, which would obviously give better result. The geographical scope of the study was restricted to the indore city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 50 consumers student group. Focus being mainly on in-depth probing, the generalizations drawn are only indicative and not conclusive
Chapter V
SUGGESTIONS AND RECOMMENDATIONS
Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand.. Dettols growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid hand wash, liquid body wash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories,. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettols overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Hand wash, Body wash). The team knew that it had to address various challenges to achieve its ambitious target viz. consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth. Company Background Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India.
Chapter VI
CONCLUSION
The study reached up to extensive level of comparison among two big brands extension strategy i.e. Dettol & Savlon. The effectiveness of these brands extension strategy had been analyzed on various parameters. Certain variables have found which has true sense to spread the awareness and consol the consumers about the newly added product range. Through the research we came to know that there are various factors which undoubtedly support the brand Dettol in making and presenting positive image in the minds of the customers. Factors like Value for money, effectiveness, availability, price etc. are brand builder pillars of Dettol. During the research we found close competition among these two brand at various specific geographic location, at some point we found non availability of one brand automatically support another brand and customer resist to switch over another brand if it present in the near future. This shows extension strategy must concentrate over easy availability of extended product as well as existing product at all location. Similarly, most of the customer went for true value of money with Dettol in comparison with Savlon, the study analyzed that customer felt that Dettol is much stronger than Savlon to kill germs. Hence, it is found that customers are now a days more prone to switch over to the most suited product irrespective of brand name, and Dettol undoubtedly still the most favorable brand among the customer with newly added products in range.
Chapter VII
BIBLIOGRAPHY
Books
V S Ramaswamy, S Namakumari, Macmillan Publishers India 2009, Marketing Management : Global Perspective Indian Context Philip Kotler, 13th edition Dorling Kindersley (India) 2009, Marketing Management Rajan Saxena, 4th Edition, Tata Mc Grew- Hill Education Pvt. Ltd., 2009, Marketing Management Kothari C.R, New Delhi, Vishwa Prakash, 2003 Research Methodology Bayus. B.L., 1992, Brand Loyalty and Marketing Strategy: an Application to Home Appliances. 2v;Ciiijici;iig Scieiice 11. 1. 21-38.
Journals
Aaker, D. A. and Keller, K. L., 1990. Consumer evaluations of brand extensions. Journal of Marketing 54, 27-41. Ambler, T. and Styles, C., 1997. Brand development versus new product development: toward a process model of extension decisions. Journal of Product and Brand Management 6 (4), 222-234. Barrett, J., Lye, A. and Venkateswarlu, P., 1999.
Consumer perceptions of brand extensions: generalizing Aaker and Kellers model. Journal of Empirical Generalizations in Marketing Science 4, 1-21. Booz, Allen and Hamilton, 1982. New Products for the 1980s. Booz, Allen and Hamilton: New York Qualitative Marketing Research. Sage: London. Chartered Institute of Marketing, Czellar, S., 2003. Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions. International Journal of Research in Marketing 20 (1), 97-115. Amber and Styles (1997) Fast Moving Consumer Goods Brand/marketing manager or other key executive responsible for brand extension launch Company policy/ philosophy on brand and line extensions. Description of the extension Decision criteria (Brand equity, forecast and financial criteria) Drivers of extension
WEBLIOGRAPHY
http://www.extension.iastate.edu/agdm/wholefarm/pdf/c5-54.pdf http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/brandloyalty.html https://lirias.kuleuven.be/bitstream/123456789/119352/1/TEM1996-4_507-533p.pdf http://www.scribd.com/doc/19540711/Brand-Loyalty http://www.eurib.org/en/knowledge-resource-centre/online-recource-centre/brandloyalty.html http://www.bnet.com/blog/harvard/brand-loyalty-is-a-two-wayaffair/327#ixzz1PntXjByU http://en.wikipedia.org/wiki/Liberty_Shoes#History http://trak.in/tags/business/2007/09/05/largest-indian-retail-store/ http://en.wikipedia.org/wiki/Lee_Cooper http://www.coursework.info/University/Business_and_Administrative_studies/Market ing/Brand_loyalty_and_its_measurement_Litera_L66050.html http://www.ruf.rice.edu/~seethu/HaiSeethuMarch192008.pdf http://onlineessays.com/essays/business/true-brand-loyalty.php
Appendices
QUESTIONNAIRE
Person details:
Name: __________________________Age:_______ Gender_______
Address:_____________________________________________
OTHERS(specify)
2 2
3 3
4 4
5favourable Price
5favourable Price
3-Which brand give you value for money ?rate them . Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price
2 2
3 3
4 4
5favourable Price
5favourable Price
4-Do you still prefer your brand if they increase price ? Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price
2 2
3 3
4 4
5favourable Price
5favourable Price
5- which one of the product is good in terms of quality ? Dettol Savlon 1 Unfavourable
Price 1 Unfavourable Price
2 2
3 3
4 4
5favourable Price
5favourable Price
2 2
3 3
4 4
5favourable Price
5favourable Price
3 3
4 4
5favourable Price
1 Unfavourable 2
Price
5favourable Price
8-If you go for repurchase of your product, will you prefer the same product or not ? Dettol Savlon 1 Unfavourable 2
Price
3 3
4 4
5favourable Price
1 Unfavourable 2
Price
5favourable Price
3 3
4 4
5favourable Price
1 Unfavourable 2
Price
5favourable Price
10-As you hear about the following brands what comes to your mind first? Dettol Savlon 1 Unfavourable 2
Price
3 3
4 4
5favourable Price
1 Unfavourable 2
Price
5favourable Price
11-Are you aware about the all products range of ? Dettol Savlon 1 Unfavourable 2
Price 1 Unfavourable Price
3 3
4 4
5favourable Price
5favourable Price
12- Does fragrance of a soap effect your purchase decision or not, if yes then which one you prefer as the only fragrance as concerned ? Dettol Savlon 1 Unfavourable 2
Price 1 Unfavourable Price
3 3
4 4
5favourable Price
5favourable Price