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A PROJECT REPORT ON

BRAND LOYALTY OF WOMEN CONSUMER WITH RESPECT TO BATHING SOAP IN NASIK CITY

Conducted By:
Sayalee Bhavsar (06) Priyanka Bodke (07) Shweta Bodke (08) Samina Bohra (09) Vaibhav Chavan (10)

Brand loyalty of women consumer with respect to bathing soap

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Index

Chapter. No. 1 2 3 4 5 6 7 8 9 10

Chapter Introduction Objectives & Hypothesis Literature Review Research Methodology Data Analysis Findings Conclusion Suggestions & Recommendations Future scope & Limitations Bibliography

Page No. 3 4 5 6 7 10 11 12 13 14

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Chapter 1
Introduction:
Showering and bathing is a part of daily life. Most people wake up in the morning, lather themselves up in the shower, rinse, and set out to start the day. However, it is good to be informed about the bath products we are using on a daily basis, and put some thought into selecting the best ones. Choosing the right bath soap is especially important since it regularly comes into contact with your skin. Common bath soaps come in bar and liquid form. The primary purpose of bath soap is to cleanse, but it should also sooth the skin and help it remain healthy. The majority of bath soaps on the market today are designed to target specific skin issues, like dry skin. Various types of people prefer different brands of soap as per their choice .Customer satisfaction are most important for brand loyalty. As consumers attitude towards bathing soap is prominent factors affecting actual buying behavior, this project attempts to understand the perception and attitude towards brand loyalty of bathing soap.

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Chapter 2 Objectives:
1. To Study the brand loyalty of women consumers in Nasik city. 2. To know the reasons behind brand loyalty for bathing soap in Nasik city. 3. To understand the importance of positioning for bathing soaps.

Hypothesis:
H0: Women consumers are not loyal to their bathing soaps. H1: Women consumers are loyal to their bathing soaps.

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Chapter 3 Literature Review (Miller 1975): Early research on intergenerational consumption patterns ranged from behavior product choice in financial planning (Hill 1970) and to brand preference prediction and shopping strategy congruence between mothers and daughters (Moore-Shay and Lutz 1988). Guest's longitudinal study covering twenty years recognized the lifetime dimension of brand loyalty learned during childhood (1964, 1955). These studies demonstrate that preference was repeated generationally but do not address why. Similar research connects product preference to early family socialization and shows that parental influence wanes with age and fluctuations in income (Moschis and Moore 1983). Moschis and Moore 1979, 1983: Moschis, Moore and Smith 1984). This research has traditionally taken two routes and is often a combination of both. The first focuses on the importance of social agents; environmental and media factors in the social learning model (Moore and Stephens 1975; Moschis and Churchill 1978; Ward et al. 1977) and the second centers on children's developing psychology to process consumer information in the cognitive development approach (Alba and Hutchinson 1987; Bahn 1986; Bettman 1979; Foxman et al. 1989; Hoch and Deighton 1989; McNeal 1987). Brands used since childhood can become "friends" with whom relationships are fashioned early in our social lives (Aaker 1991: 34, 4041).

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Chapter 4 Research Methodology


A} Research Design: This research was carried out in Nasik city. 200 women consumers of different age groups, educational levels were selected. Out of which 136 women were of age group 18-23, 56 were of age group 24-29, 4 were of age group of 32-35 and 4 were of age group 36-40. Consumers were invited to participate in the voluntary survey by completing self-administrator questionnaire. B} Sampling: Consumers : 200 Age group: Above 18 Gender: Female

C} Instruments: Questionnaire technique was used as a tool to gather information. Questionnaire focused on preference for bathing soap,brand loyalty towards bathing soap and influence of advertisements. D} Period of Study: Period of study for project: 1 week E} Statistical Tools: o o o Ranking Method Percentage Method Chi Square Method

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Chapter 5 Data Analysis


o Ranking Method: Ranking method is used to determine factors affecting brand loyalty.
Table A

Factors Color Price Fragrance Packaging Total

No. Of Respondents 26 28 124 22 200

Rank 3 2 1 4

70 60 50 40 30 20 10 0 Color Price Fragrance Packaging No.Of Respondants

Fig 1

Chi-Square Test: Chi square technique of analysis was used to analyze the association between age groups and preference for various brands of soaps.

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Table B Brand of Soap Dove Pears Lux Others Total Age 18-23 64 24 16 32 136 Age 24-29 32 8 8 8 46 Age 30-35 4 4 Age 36-40 4 4 Total 104 32 24 40 200

In Chi-Square the Expected Value (E) is calculated as: E=(row total of cell*column total of cell)/grand total E11=70.72 E12=23.92 E13=2.08 E14=2.08 E21=21.76 E22=7.36 E23=0.64 E24=0.64
Table C)

E31=16.32 E32=5.52 E33=0.48 E34=0.48

E41=27.2 E42=9.2 E43=0.8 E44=0.8

Observed (O) 64 32 4 4 24 8 0 0 16 8 0 0 32 8 0 0 Total

Expected (E) 70.72 23.92 2.08 2.08 21.76 7.36 0.64 0.64 16.32 5.52 0.48 0.48 27.2 9.2 0.8 0.8

(O-E) -6.72 8.08 1.92 1.92 2.24 0.64 -0.64 -0.64 -0.32 2.48 -0.48 -0.48 4.8 -1.2 -0.8 -0.8

(O-E)^2 45.158 65.286 3.686 3.686 5.0176 0.4096 0.4096 0.4096 0.1024 6.1504 0.2304 0.2304 23.04 1.44 0.64 0.64

(O-E)^2/E 0.638 2.729 1.772 1.772 0.230 0.0556 0.64 0.64 0.00627 1.1142 0.48 0.48 0.847 0.156 0.8 0.8 13.1598

Degree of freedom= (no. of rows -1)*(no. of columns -1)

= (4-1) *(4-1) =9
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Hence the given table value for 0.05 at 9 is: 16.92 The table value 16.92 is greater than the calculated value 13.1598. Therefore, 16.92 >13.1598 Thus finally we came to the conclusion that H0 hypothesis is selected.

Percentage Method: This method is used to calculate consumer loyalty.


Table D

Brand Of Soap Dove Lux Pears Others Total

Loyal 36 8 4 48

Not Loyal 56 16 8 28 108

Very Loyal 12 8 12 12 44

Fig 2

Brand loyalty of women consumer with respect to bathing soap

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Chapter 6 Findings
The study confirms the hypothesis (H0) that Women consumers are not loyal to their bathing soaps. It is observed that womens loyalty towards the respected brands is associated age wise. 24% of women consumers are loyal towards their respected brand. 22% of women consumers are very loyal towards their respected brand. 54% of women consumers are not loyal towards their respected brand.

The reasons found for not loyal towards the respected bathing soaps were: Less attractive packaging Not effective color High Price

Women consumers attitude and loyalty for bathing soap was not in positive direction.

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Chapter 7 Conclusion
Choosing the right bath soap is especially important since it regularly comes into contact with your skin.Though there are many good brands of soap available in market still women consumers are not loyal regarding their bathing soap because of the above mentioned reasons. From findings of study it can be concluded that, through proper promotional strategies, product management and pricing methods for bathing soaps there will be more influence on women consumers and will become loyal towards their brand.

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Chapter 8

Suggestions and Recommendations:


From the above findings we suggest that: 1. The packaging of soap should be such that it should attract more and more women consumer. 2. The color must be chosen in light shades which are mostly preferable by Indian women consumer. 3. The soap should have affordable price with good quality that will help in increasing the demand in Indian market.

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Chapter 9 Future scope of the study:


India has large population of 1.21 billion and out of that there are 586.5 million women consumers (www.censusindia.gov.in) As the women population is large, potentiality for bathing soaps is very high. Marketers can target this segment for marketing the products like bathing soaps. Such type of study can be beneficial for the marketers, as they can predict the preferences for bathing soaps for increasing brand loyalty towards bathing soaps.

Limitations of the study:


Study is limited to Nasik city only so it is difficult to have generalized finding and conclude accurately. Hence to get more accurate and precise result there is need to expand the survey geographically.

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Chapter 10 Bibliography 1. Data Analysis in Business Research By D.Israel. (Pg.No.18) 2. Website: www.scribd.com
3. Website: www.censusindia.gov.in

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