Consumer Response Towards "ARIAL"

BUSINESS RESEARCH METHODS
CHAPTER ONE
Introduction to the Research
SCOPE
OF THE RESEARCH
Packed consumer goods market has become very much important and significant, as people are more educated, aware of and have considerable knowledge about different product, brands, companies, and their promotional campaigns. People are much conscious while purchasing a particular brand. They strive for information about that very product. They want to know about the chemistry of the product, aesthetics of the product, image of the brand, image of the parent company, the hygienic impact of the product, the promotion of the product and a lot more. So, consumer goods market has to face intense competition from the consumer side, from the competitors, from suppliers, from regulating authorities and from other environment protection side, affecting and influencing the performance of different market players. On the same lines, the convenience goods market has also got the utmost importance. ecause, a greater number of companies are competing in a particular product category. !ompanies face much and much competition from each other"s side, regarding promotional campaign, obtaining shelf space in retail outlets and enhancing brand image among consumers. CONSUMER RESPONSE TOWARDS ARIEL 1 1 0 0
BUSINESS RESEARCH METHODS #nd particularly detergent market is very much dynamic and turbulent. This market $%etergent market& is comprised of three different sectors. '1( )aundry soap market. '*( +nbranded, detergent powder. '-( randed detergent powder. The primary demand for detergent is increasing steadily with the increase in the population. So there is no need to boost up the primary demand but these three sectors have to compete with each other in the detergent market. They attract different market segments towards them by offering different combinations of benefits, sought by those market segments e.g. economy, cleanliness, fresh smell, brightness, color retention, and also hygienic element. .ore specifically, the branded detergent powder product category competes vigorously with the laundry soap market and unbranded detergent powder market and also within the branded detergent powder market with the brands introduced by the other companies and the brands introduced by the same company but targeted at different market segments. /ere, in the branded detergent powder market, there are three ma0or competitors who compete with each other all over the world. These companies are1 +nilever !o. +2 Procter 3 4amble +S# !olgate Palmolive +S# The companies offering detergent powder have to address many critical issues also1 The harmful or damaging effect of the detergents on hands during the washing activity. The components of detergent powder specifically the surfactants are not decomposed by the bacteria or in sewage treatment plants so, there is a danger of water and soil pollution due to increasing use of detergent powder. People think that, these companies are charging the heavy cost of promotion to us.
CONSUMER RESPONSE TOWARDS ARIEL
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BUSINESS RESEARCH METHODS +nbranded or open detergent powders are being used increasingly by the middle class. The unbranded powder is also available in the market, and people also prepare the unbranded detergent powder in their homes. Surprisingly, Proctor 3 4amble has introduced 11 brands of detergent powder positioned at the various market segments. /ence they company is successful in achieving a ma0or market share of this very product category. 5n Pakistan, the company is new, and it does not know well about the Pakistani" consumers than its rival the )ever rothers Pakistan )imited, Procter 3 4amble introduced its world famous brand $#riel& in Pakistan 0ust a few years back. The company is promoting it with heavy promotional budgets. The brand is being advertised on electronic media, print media, and also by door to door selling. P34 are trying hard to boost up the selective demand for $#riel&. ut $#riel& could not perform satisfactorily irrespective of the fact that the company $P34& is one of the top6level companies over the world. #nd that the brand $#riel& has its own worldwide recognition. /ere our research will address to all the potential problems, controversies faced by the brand #riel, the company P34, the branded detergent powder market, and finally the detergent market. 7e have designed and conducted our research on the topic stated as1 $7hy #riel could not capture a lion"s market share in spite o huge investment in promotion and its world6wide-. recognition&.
RESEARCH
OBJECTIVES
7e have undertaken conducted our research in the ancient city of .ultan. So, in general, the research will reveal and depict the response of Pakistani consumers, and in particular the response of this backward area of the Pun0ab province towards #riel. To e8plore the consumer behavior toward detergent To solve the controversy that in the advertisement of #riel, Procter 3 4amble are targeting to lower working class. usually out of the reach of that very class. CONSUMER RESPONSE TOWARDS ARIEL 1 1 0 0 ut it price is high and
BUSINESS RESEARCH METHODS To study the environmental threat for branded detergent like #riel from the unbranded detergent powder market. To e8plore the factors that why the performance of #riel is not up to the mark in spite of huge investment in its promotion.
SIGNIFICANCE
OF THE RESEARCH
This research has been assigned to us an academic activity with the view to throw us into the practical world. This report will complement our educational and learning process from practical side. !ertainly, this report will e8tend and enhance our abilities to cope with the actual situations, while we were preparing the research proposal, developing and designing the 9uestionnaire, getting the 9uestionnaires filled in, analy:ing the results and presenting the findings and recommendations. The results of this research report can be used by the company to rectify the brand positioning of $#riel&. Some other companies can also apply the findings and suggestions of the research while launching, marketing or repositioning their different brands. The research will be a supplement to the field of consumer behavior. The whole detergent industry can assess and 0udge the potential threat posed from each other. The research will also solve some controversies in the promotional campaign of #riel. That there should be a synchroni:ation between the target market you are addressing and the pricing strategy.
DETERGENTS
#ny material, which enhances the cleaning effect of water, is called a detergent. The term detergent is commonly used for synthetic products used for cleaning purpose. Synthetic detergents are better cleaning agents than soaps. Soaps are sodium or potassium salt of long chain fatty acids whereas detergents contain sodium or potassium salts, of aryl or alkyl sulphonated acids as one of their constituents. ;on6a9ueous detergents have also been developed. These enhance the cleaning action of organic solvents and are utili:ed in dry cleaning.
<afar .ehdi <afar
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COMPOSITION
OF DETERGENTS
%etergents vary in composition depending upon its cleaning task. Those, which are used for laundering usually, contain1 i. ii. iii. Surface active agents called surfactants 1 1= > *0? or 1= > *=? uilders 1 -0? 6 @0? #u8iliary agents 1 -0? 'a(. 'b(. 'c(. Aoam stabili:ers #ntiredeposition agents Optical brighteners
These include1
SURFACTANTS
These are the organic compounds that have the purpose of reducing the surface tension of water and increase the wetting ability of detergent solution. These have elongated molecules, one end of which is water6insoluble non6polar hydrocarbon, while the other end is water6soluble. Thus there are anionic 'negatively charged(, cationic 'positively charged(, and nonionic surfactants. The anionic and nonionic types are commonly used as detergent components. Soap is anionic surfactant in which the polar group is a carbo8yl group. oth the free6acid form of soap and its salts with heavy metals are insoluble. Therefore, soap does not perform well in hard or acid water. The synthetic anionic surfactants that have either sulphonate or sulphate polar groups form soluble heavy metal salts and acids. Their ability to perform well in hard water and at low p/ is a ma0or advantage. .ost nonionic surfactants are li9uids. They tend to be poor foamers and are favoured where low foam is desirable. The nonionic surfactants perform well over a wide range of water hardness and p/.
BUILDERS
The most effective builders for synthetic laundering formulations are the condensed phosphates, particularly sodium tripolyphosphate, which is a deflocculant
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BUSINESS RESEARCH METHODS and water softener that contributes greatly to the overall detergent effect. 5n many detergents, builders serve special functions other than cleaning. Aor e8ample, silicates affect the cleaning power of soap but contribute little to that of the synthetic surfactants, however they are used in synthetic formulations to inhibit the corrosion of metal parts in washing machine.
AUXILIARY
AGENTS
#mong the au8iliary agents used in detergents, the most important are the foam stabili:ers, the optical brighteners or whiteners, and the antiredeposition agents. Aoam stabili:ers are organic materials that are closely related to surfactants. Optical brighteners are colourless or bluish dyes that are deposited more or less irreversibly on the fabric during washing. They fluoresce in sunlight, thereby produce a brighter than normal appearance. %uring washing some components of the removed dirt tend to redeposit on the fabric. #n antiredeposition agent strongly inhibits this effect and is an essential ingredient in synthetic laundering formulations.
TYPES
OF DETERGENTS
The ma0or categories of detergents are those for personal use, laundering, hard6surface cleaning, and speciali:ed industrial cleaning. !hemically detergents are classified as # S or )#S type. The # S type includes alkylben:enesulphonates whereas the )#S type contains linear alkanesulphanates as surfactants, respectively. %etergents are produced in sufficient 9uantities in Pakistan to meet the local needs. These are manufactured at Bahim Car 2han, 2ala Shah 2aku ')ahore( and 2arachi.
THE
RO E OF
!RESEARCH"
IN THE
!B#SINESS"
usiness research covers a wide range of phenomena. Aor managers the purpose of research is to fulfill their needs for knowledge of the organi:ation, the market, and the economy, the consumers or another area of uncertainty. # financial manager may ask, $7ill the environment for long6term financing be better two years from now&D
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BUSINESS RESEARCH METHODS # personnel manager may ask, $7hat kind of training is necessary for production employees&D # marketing manager may ask, $/ow can 5 monitor my sales in retail trade activities&D # purchase manager may ask, $Arom where and from whom 5 can purchase different things at lower cost with no commitment on 9uality&. Each of these 9uestions re9uire information about how the environment, employees, customers, or the economy will respond t e8ecutive"s decisions research may be one of the principal tools for answering these practical 9uestions.
$HAT
IS B#SINESS RESEARCH
)iterally the term $research& 're6search( means to $Search again&. usiness research is defined as $The systematic and ob0ective process of gathering, recording and analy:ing data for aid in making business decisions&. $Scientific research is systematic, controlled, empirical, and critical investigation of hypothetical propositions about the presumed relations among phenomena&. The task of business research is to generate accurate information for use in decision making. usiness research helps decision6makers to shift from intuitive information gathering to systematic and ob0ective investigation. 5nformation from a manager"s e8perience is fre9uently used in an intuitive manner because of time pressure on a business decision or because the problem in minor. Aortunately, there might be success, but in the long run intuition without research can lead to disappointment.
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'
CHAPTER T$O
Research %ethodo(o)ies
RESEARCH %ETHODO PROB
OGIES
E% STATE%ENT
7e have stated our research problem in the following words1 7hy $#riel& could not capture a lion"s market share in spite of huge investment in promotion and its worldwide recognition. 5n order to have a clear understanding of the topic, here we will define some terms used in our research problem statement.
%AR&ET
total market sales. FFF
SHARE
$The company"s overall market share is its sales e8pressed as a percentage of
PRO%OTION
# company"s total marketing communication program called its promotion mi86consists of the specific blend of advertising, personal selling, sales promotion and
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BUSINESS RESEARCH METHODS public relations tools that the company uses to pursue its advertising and marketing ob0ectives. FFF
BRAND
$# brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors&. # brand is a seller"s promise to deliver consistently a specific set of features, benefits and services to buyers. The best brands convey a warranty of 9uality. FFF
BRAND
RECOGNITION
The brands for which buyers have a fairly high degree brand awareness 'measured either by brand recall or recognition(. FFF
THE
RESEARCH DESIGN
#fter we have formulated the research problem, we will develop the research design. # research design is a master plan specifying the methods and procedures for collecting and analy:ing the needed information. 5t is a framework of the research plan of action. The ob0ectives of the study determined during the early stages of the research are included in the design to ensure that the information collected is appropriate for solving the problem.
TYPE
OF STUDY
The main purpose and task of our research is to figure out and e8plore the underlying factors due to which $#riel& could not perform upto the mark. The misperceptions of people about #riel. The flaws in the promotional campaign of #riel. #s e8ploratory studies are conducted to clarify ambiguous problems, thus our research pro0ect is of an e8ploratory one.
EXPLORATORY
RESEARCH
5nitial research conducted to clarify and define the nature of a problem.
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BASIC
RESEARCH DESIGN TECHNI*#ES1
#s our research will be conducted by applying primary data. $%ata gathered and assembled specifically for the research pro0ect at hand is called as primary data&. #nd the most common, ine8pensive and 9uick method of generating primary data is through surveys.
SURVEY RESEARCH
$Surveys re9uire asking people, who are called respondents, for information, using either verbal or written 9uestioning. Guestionnaires or interviews are utili:ed to collect data through the mail, on the telephone, or face to face.& The more formal term sample survey emphasi:es that the purpose of contacting respondents is to obtain a representative sample of the target population. Thus a survey is defined as $a method of primary data collection based on communication with a representative sample of individuals.& #nd in our research we will use sample 9uestionnaire for the data collection method, while meeting the respondents personally.
TEMPORAL
ASPECT OF THE RESEARCH
#s we are e8ploring the response of the consumers towards $#riel& at a single point in time. So our research is a cross sectional study.
CROSS
SECTIONAL STUDY
# study in which various segments of a population are sampled at a single point in time.
SE
ECTION OF SA%P E DESIGN
7hat do we mean by sampling, as we use the techni9ue of sampling in our daily lifeD 7hile selecting a book we read some pages or lines of it, during cooking, the cook checks the taste of the whole dish by taking a few grains or drops of the dish.
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SAMPLING
The process of using a small number of items or parts of a larger population to make conclusions about the whole population.
SAMPLE
# sample is a subset or some part of a larger population. 5n our research the si8ty respondents who were selected by us represent the sample.
POPULATION
# complete group of entities sharing some common set of characteristics is called as population. The population of our research was the total population of .ultan city.
SAMPLING
UNIT
# single element or group of elements sub0ect to selection in the sample. 5n case of this research sampling unit was $selected respondents&.
SAMPLING
TECHNIQUE APPLIED
7e selected non6probability6sampling techni9ue. +nder which we applied 9uota sampling plus convenience sampling.
NON-PROBABILITY
SAMPLING
5n non6probability sampling the probability of any particular member of the population being used in unknown. The selection of sampling units in non6 probability sampling is 9uite arbitrary, as researchers rely heavily on personal 0udgement or convenience.
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QUOTA
SAMPLING
# non6probability sampling procedure that ensures that certain characteristics of a population sample will be represented to the e8act e8tent that the investigator desires.
CONVENIENCE
conveniently available.
SAMPLING
The sampling procedure used to obtain those units or people most
*#ESTIONNAIRE
Our 9uestionnaire is consisted of 1* item 9uestions.
DESIGN
Belevancy and accuracy of the 9uestions was considered as most important. /owever, we also tried our best that the wording of the 9uestionnaire should be very easy and comprehensible. Our 9uestionnaire re9uires two types of information. The most important of these are replies, response, suggestions, attitudes and information that were directly related to he essence of the research. #nd the second type of information that were needed for classification and analysis. These 9uestions were about education level, occupation and residence. #fter deciding what should be asking, we focused our attention on the following points. Guestion content should be relevant 3 accurate. Guestion wording should be easy, and 9uestion se9uence should be logical. Guestions should be pure of comple8ity and ambiguity. Open6ended 9uestions were also asked. Personal 9uestions and 9uestions that are more interesting, easier to answer and less threatening are placed early in the se9uence to encourage response and to promote rapport.
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DATA
CO
ECTION %ETHODS
Aor data collection purpose, we used sample 9uestionnaires. 7e contacted people in their homes, in the markets and got the 9uestionnaires filled out from them on the spot. 7e assured our respondents that their response would be kept completely confidential.
SA%P
E SI+E SE ECTION
The selection of the sample si:e is the most difficult 0ob while you are going to get the information from your population. 7e have taken the simple si:e of H0. The reason behind this selection is that such type of e8ploratory studies this is a sufficient sample si:e to get the information and to represent the whole population. The second reason is the time constraint, due to not having much time, we have selected this sample si:e.
SA%P
E *#ESTIONNAIRE
Our sample 9uestionnaire is consisted of 1* item 9uestions. '#ppendi8 1(
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CHAPTER THREE
iterature Re/ie0
SEG%ENT
%AR&ETING
# market segment consists of a large identifiable group within a market. # !ompany that practices segment marketing recogni:es that buyers differ in their wants, purchasing power, geographical locations, buying attitudes, and buying habits. #t the same time, though, the company is not willing to customi:e its offer or communication bundles to each individual customer. The company instead tries to isolate some broad segments that make up a market.
%AR&ET SEG%ENTATION APP
IED
B, P-G1
Procter 3 4amble makes eleven brands of laundry detergent 'Tide, !heer, old, 4ain, Era, %ash, O8ydol, Solo, %reft, 5vory Snow, and #riel(. These P34 brands compete with one another on the same supermarket shelves. ut why would P34 introduce several brands in one category instead of concentrating its resources on a single leading brandD The answer lies in the fact that
1
2otler Philip, #rmstrong 4ary '1IIH( $Principles of .arketing& Prentice /all 5nternational
Edition pp *-- 6 *-@
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BUSINESS RESEARCH METHODS different people want different mi8es of benefits from the products they buy. Take laundry detergents as an e8ample. People use laundry detergents to get their clothes clean. ut they also want other things from their detergents > such as economy, bleaching power, fabric softening, fresh smell, strength or mildness, and lots of suds. 7e all want some of every one of these benefits from our detergents, but we may have different priorities for each benefit. To some people, cleaning and bleaching power are most importantJ to others, fabric6softening matters mostJ still others want a mild, fresh6scented detergent. Thus, there are groups > or segments > of laundry detergent buyers, and each segment seeks a special combination of benefits. Procter 3 4amble has identified at least eleven important laundry detergent segments, along with numerous sub6segments, and has developed a different brand designed to meet the special needs of each. The eleven P34 brands are positioned for different segments as follows1 Tide is $so powerful, it cleans down to the fiber&. 5t"s the all > purpose family detergent for e8tra6tough laundry 0obs. $Tide"s in, dirt"s out&. Tide with leach is $so powerful, it whitens down to the fiber&. !heer with !olor 4uard gives $outstanding cleaning and color protection. So your family"s clothes look clean, bright, and more like new&. !heer is also specially formulated for use in hot or cold water > it"s $all tempera > !heer&. !heer Aree is $dermatologist tested K contains no irritating perfume or dye&. old is the detergent with fabric softener. 5t $cleans, softens, and controls static&. old li9uid adds $the fresh fabric softener scent&. 4ain, originally P34"s $en:yme& detergent was repositioned as the detergent that gives you clean, fresh > smelling clothes > it $freshens like sunshine&. Era has $built6in stain removers&. 5t $gets tough stains out and does a great 0ob on your whole wash too&. %ash is P34"s value entry. 5t $attacks tough dirt,& but $%ash does it for a great low price&. O8ydol contains bleach. 5t $makes your white clothes really white and your colored clothes really bright. So don"t reach for the bleach > grab a bo8 of O8&L Solo contains detergent and fabric softener in li9uid form. 5t"s targeted heavily toward the ;ortheast, a strong li9uid detergent market. CONSUMER RESPONSE TOWARDS ARIEL 1 1 0 0
BUSINESS RESEARCH METHODS %reft is also formulated for baby"s diapers and clothes. 5t contains bora8, $nature"s natural sweetener& for $a clean you can trust&. 5vory snow is $;inety6nine and forty6four one hundredths percent pure&. 5t"s the $mild, gentle soap for diapers and baby clothes&. #riel is a tough cleaner targeted to the /ispanic market. 5t"s also the ;o. 1 brand in .e8ico and P34"s ma0or brand in Europe. y segmenting the market and having several detergent brands, P34 has an attractive offering for consumers in all important preference groups. #ll its brands combined capture more than a =- percent share of the M-.* billion +.S. laundry detergent market > much more than any single brand could obtain by itself.
BASES
FOR SEGMENTING CONSUMER MARKETS
Two broad groups of variables are used to segment consumer markets. Some researchers try to form segments by looking at consumer characteristics. They commonly use geographic, demographic, and psychographic characteristics. Then they e8amine whether these customer segments e8hibit different needs or product responses. Other researchers try to form segments by looking at consumer responses to benefits sought, use occasions, or brands. Once the segments are formed, the researcher sees whether different consumer characteristics are associated with each consumer6response segment.
GEOGRAPHIC
SEGMENTATION
4eographic segmentation calls for dividing the market into different geographical units such as nations, states, regions, countries, cities, or neighborhoods.
DEMOGRAPHIC
SEGMENTATION
5n demographic segmentation, the market is divided into groups on the basis of demographic variables such as age, family si:e, family life cycle, gender, income, occupation, education, religion, race, generation, nationally, or social class.
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INCOME
5ncome segmentation is another longstanding practice in such product and service categories as automobiles, boats, clothing, cosmetics, and travel.
SOCIAL
CLASS
Social class has a strong influence on a person"s preference in cars, clothing, home furnishings, leisure activities, reading habits, retailers, and so on. .any companies design products or services for specific social classes.
PSYCHOGRAPHIC
SEGMENTATION
5n psychographic segmentation, buyers are divided into different groups on the basis of lifestyle and N or personality. People"s product interests are influenced by their lifestyles. 5n fact, the goods they consume e8press their lifestyles. .arketers are increasingly segmenting their markets by consumer lifestyles.
BEHAVIORAL
5n
SEGMENTATION
ehavioral Segmentation, buyers are divided into groups on the basis of
their knowledge of attitude toward, use of, or response to a product. Occasions, benefits, user status, usage rate, loyalty status, buyer6readiness stage, and attitude are used for constructing market segments.
OCCASIONS
uyers can be distinguished according to the occasions they develop a need, purchase a product, or use a product.
BENEFITS
# powerful form of segmentation involves classifying buyers according to the benefits they seek from product.
USER
STATUS
.arkets can be segmented into groups of nonusers, e86users, potential users, first6time users, and regular users of a product. CONSUMER RESPONSE TOWARDS ARIEL 1 1 0 0
USAGE
RATE
.arkets can be segmented into light, medium, and heavy product users. /eavy users are often a small percentage of the market but account for a high percentage of total consumption.
REQUIREMENTS
FOR EFFECTIVE SEGMENTATION
There are many ways to segment a market. ;ot all segmentation, however, are effective. To be useful, market segments must be1
MEASURABLE: The si:e, purchasing power, and characteristics

segments can be measured.
of the
SUBSTANTIAL: The segments are large and profitable enough to serve.

# segment should be the largest possible homogeneous group worth going after with a tailored marketing program. 5t would not play, for e8ample, for an automobile manufacturer to develop cars for people who are shorter than four feet.
ACCESSIBLE: The segments can be effectively reached and served. DIFFERENTIABLE: The segments are conceptually distinguishable and
respond differently to different marketing6mi8 elements and programs. 5f married and unmarried women respond similarly to a sale on perfume, they do not constitute separate segments.
ACTIONABLE: Effective programs can be formulated for attracting and

serving the segments.
MARKET
TARGETING
Once the firm has identified its market6segment opportunities, it has to evaluate the various segments and decide how many and which ones to target.
EVALUATING
THE MARKET SEGMENTS
5n evaluating different market segments, the firm must look at two factors1 the overall attractiveness of the segment, and company"s ob0ectives and resources. Airst,
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BUSINESS RESEARCH METHODS the firm must ask whether a potential segment has the characteristics that make it generally attractive, such as si:e, growth, profitability, scale economics, low risk, and so on. The company should avoid targeting loyal of other brands or deal6prone shoppersJ rather, it should go after dissatisfied shoppers and those who have not become firmly brand loyal. /ow much is their business worth" 'the company should target consumers who will spend a lot on the category, stay loyal, and influence others(. Second, the firm must consider whether investing in the segment makes sense given the firm"s ob0ectives and resources. Some attractive segments could be dismissed because they do not mesh with the company"s long6run ob0ectives. Even if the segment fits the company"s ob0ectives, the company must consider whether it possesses the skills and resources it needs to succeed in that segment. The segment should be dismissed if the company lacks one or more necessary competencies and is in no position to ac9uire them. ut even if the company possesses the re9uisite competencies, it needs to develop some superior advantages. 5t should enter only market segments in which it can offer superior value.
SELECTING
THE MARKET SEGMENTS
/aving evaluated different segments, the company must decide which and how many segments to serve. 5n other words, it must decide which segments to target.
SINGLE
SEGMENT CONCENTRATION
5n the simplest case, the company selects a single segment e.g. Oolkswagen concentrates on the small6car market.
SELECTIVE
SPECIALIZATION
/ere the firm selects a number of segments, each ob0ectively attractive and appropriate, given the firm"s ob0ectives and resources. There may be little or no synergy among the segments, but each segment promises to be a moneymaker. This multi6segment coverage strategy has the advantage of diversifying the firm"s risk. Even if one segment becomes unattractive, the firm can continue to earn money in other segments. CONSUMER RESPONSE TOWARDS ARIEL
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FULL
MARKET COVERAGE /ere a firm attempts to serve all customer groups with all the products that
they might need. Only very large firms can undertake a full market coverage strategy.
UNDIFFERENTIATED
MARKETING
5n undifferentiated marketing, the firm ignores market segment differences and goes after the whole market with one market offer. 5t focuses on buyers" needs rather than differences among buyers. 5t designs a product and a marketing program that will appeal to the broadest number of buyers. 5t relies on mass distribution and mass advertising. 5t aims to endow the product with a superior" image in people"s minds. 7hen several competitors practice undifferentiated marketing, the result is intense competition in the largest market segments and under6satisfaction of the smaller ones.
DIFFERENTIATED
MARKETING
5n differentiated marketing, the firm operates in several market segments and designs different programs for each segment. %ifferentiated marketing typically creates more total sales than undifferentiated marketing. /owever, it also increases the costs of doing business.
DEVE
OPING AND %ANAGING AN ADVERTISING PROGRA%
#dvertising is one of the most common tools companies use to direct persuasive communications to target buyers and publics.
ADVERTISING
#dvertising is any paid form of non6personal presentation and promotion of ideas, goods, or services by an identified sponsor. 5n developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can proceed to make the five ma0or decisions in developing an advertising program, known as the five1 CONSUMER RESPONSE TOWARDS ARIEL
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%ISSION1 7hat are the advertising ob0ectivesD %ONE,1 /ow much can be spentD %ESSAGE1 7hat message should be sentD %EDIA1 7hat media should be usedD %EAS#RE%ENT1 /ow should the results be evaluatedD
THE ADVERTISING OBJECTIVES
SETTING
The first step in developing an advertising program is to set the advertising ob0ectives. These ob0ectives must flow from prior decisions on the target market, market positioning, and marketing mi8. The marketing6positioning and marketing6 mi8 strategies define the 0ob that advertising must do in the total marketing program. .any specific communication and sales ob0ectives can be assigned to advertising. #dvertising ob0ectives can be classified according to whether their aim is to form, persuade, or remind.
INFOR%ATIVE ADVERTISING PERS#ASIVE ADVERTISING
figures heavily in the pioneering
stage of a product category where the ob0ective is to build primary demand. becomes important in the
competitive stage, where a company"s ob0ective is to build selective demand for a particular brand. .ost advertising falls in this category. Aor e8ample, Proctor 3 4amble attempts to persuade consumers that $#riel& gives your clothes more shining, cleanliness and brightness than any other brand.
CO%PARATIVE ADVERTISING seeks to establish the superiority

of one brand through specific comparison of one or more attributes with one or more other brands in the product class. !omparative advertising has been used in such product categories as deodorants, fast food, toothpaste"s, tires, and automobiles. 5n using comparative advertising, a company should make sure that it can prove its claim of superiority and that it cannot be counterattacked in an area where the other brand is stronger.
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RE%INDER ADVERTISING
products.
is highly important with mature
REINFORCE%ENT ADVERTISING
purchases that they have made the right choice.
seeks to assure current
The choice of the advertising ob0ective should be based on a thorough analysis of the current marketing situation. Aor e8ample, if the product class is mature, the company is the market leader, and brand usage is low, the proper ob0ective should be to stimulate more brand usage. 5f the product class is new, the company is not the market leader, but the brand is superior to the leader, then the proper ob0ective is to convince the market of the brand"s superiority.
CHOOSING
THE ADVERTISING MESSAGE
#dvertising campaigns differ in their creativity. !learly, the effect of the creativity factor in a campaign can be more important than the number of dollars spent. Only after gaining attention can a commercial help to increase the brand"s sales. The advertising adage is, $+ntil it"s compelling, it isn"t selling&. /owever, a warning is in order. #ll the creative advertising in the world cannot boost market share for a flawed product. #dvertisers go through four steps to develop a creative strategy1 message generation, message evaluation and selection, message e8ecution, and message social6 responsibility review.
MESSAGE
GENERATION
5n principle, the product"s message > the ma0or benefit that the brand offers > should be decided as part of developing the product concept. Cet even within this concept, there may be latitude for a number of possible messages. #nd over time, the marketer might want to change the message without changing the product, especially if consumers are seeking new or different benefits from the product. !reative people use several methods to generate possible advertising appeal. .any creative people proceed inductively by talking to consumers, dealers, e8perts, and competitors. !onsumers are the ma0or source of good ideas. Their feelings about
1 1 0 0
BUSINESS RESEARCH METHODS the strengths and shortcomings of e8isting brands provide important clues to creative strategy.
MESSAGE
EVALUATION AND SELECTION
The advertiser needs to evaluate the alternative message. # good ad normally focuses on one core6selling proposition. Twedt suggested that messages be rated on desirability, e8clusiveness, and believability. The message must first say something desirable or interesting about the product. The message must also say something e8clusive or distinctive that does not apply to every brand in the product category. Ainally, the message must be believable or provable.
MESSAGE
EXECUTION
The message"s impact depends not only upon what is said but also on how it is said. Some ads aim for rational positioning and others for emotional positioning. The choice of headlines, copy, and so on, can make a difference in the ad"s impact. !reative people must also find a style, tone, words, and format for e8ecuting the message. #ll of these elements must deliver a cohesive image and message.
STYLE
#ny message can be presented in any of the following different e8ecution styles, or a combination of them1
SLICE
OF LIFE: Shows one or more persons using the product in a
normal setting.
LIFESTYLE: Emphasi:es how a product fits in with a lifestyle. FANTASY: !reates a fantasy around the product or its use. Perfume ads
commonly use fantasy to appeal to consumers.
MOOD
OR IMAGE: Evokes a mood or image around the product, such
as beauty, love, or serenity. ;o claim is made about the product e8cept through suggestion.
MUSICAL:
+ses background" music or shows one or more persons or
cartoon characters singing a song involving the product. CONSUMER RESPONSE TOWARDS ARIEL
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PERSONALITY TECHNICAL SCIENTIFIC

in detergents.
SYMBOL: !reates a character that personifies the
product. The character might be animated or real. EXPERTISE: Shows the company"s e8pertise, e8perience, EVIDENCE: Presents survey or scientific evidence that the
and pride in making the product.
brand is preferred over or outperforms other brands. This style is common
TESTIMONIAL
EVIDENCE: This features a highly credible, likable, or
e8pert source endorsing the product. 5t could be a celebrity or ordinary people saying how much they like the product.
TONE
The communicator must also choose an appropriate tone for the ad. Procter 3 4amble is consistently positive in its tone > its ads say something superlatively positive about the product, and humor is almost always avoided so as not to take attention away from the message. 5n contrast, ads for Staples office6supply super6stores, while advertising e9ually mundane products, focus on a humorous situation rather than on the products themselves. Other companies use emotions to set the tone > particularly film, telephone, and insurance companies, which stress human connections and milestones.
WORDS
.emorable and attention6getting words must be found. The following themes listed on the left would have had much less impact without the creative phrasing on the right. Theme P6up is not a cola. )et us drive you in our bus instead of driving your car. 7e don"t rent as many cars, so we have to do more for our customers. !reative !opy $The +n6!ola&. $Take the bus, and leave the driving to us&. $7e try harder&.
1 1 0 0
BUSINESS RESEARCH METHODS !reativity is especially re9uired for headlines. There are si8 basic types of headlines1
NEWS
$;ew oom and .ore 5nflation #head K and 7hat Cou !an %o #bout 5t&
QUESTION
$/ave Cou /ad 5t )atelyD&

NARRATIVE
$They )aughed 7hen 5 Sat %own at the Piano, but 7hen 5 Started to PlayL&
COMMAND
$%on"t uy +ntil Cou Try #ll Three&.
1-2-3
WAYS
$1* 7ays to Save on Cour 5ncome Ta8&.

HOW-WHAT-WHY
$7hy They !an"t Stop uying&.
FORMAT
Aormat elements such as ad si:e, color, and illustration will make a difference in an ad"s impact as well as its cost.
DECIDING
ON THE MEDIA
#fter choosing the advertising message, the advertiser"s ne8t task is to choose advertising media to carry it. The steps here are deciding on desired reach, fre9uency, and impactJ choosing among ma0or media typesJ selecting specific media vehiclesJ deciding on media timingJ and deciding on geographical media allocation.
DECIDING
ON REACH, FREQUENCY, AND IMPACT
.edia selection involves finding the most cost6effective media to deliver the desired number of e8posures to the target audience.
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BUSINESS RESEARCH METHODS The effect of e8posures, on audience awareness depends on the e8posures" reach, fre9uency, and impact1
REACH (R): The number of different persons or households e8posed to

a particular media schedule at least once during a specific time period.
FREQUENCY (F): IMPACT (I):
The number of times within the specified time
period that an average person or household is e8posed to the message. The 9ualitative value of an e8posure through a given
medium 'thus a food ad in 4ood /ousekeeping would have a higher impact than in the Police 4a:ette(.
CHOOSING
AMONG MAJOR MEDIA TYPES
The media planner has to know the capacity of the ma0or media types to deliver reach, fre9uency, and impact. .edia planners make their choice among these media categories by considering several variables, the most important of which are the following1
TARGET-AUDIENCE PRODUCT:
different
MEDIA HABITS: Aor e8ample, radio and
television are the most effective media for reaching teenagers. 7omen"s dresses are best shown in color maga:ines, and for demonstration, visuali:ation, e8planation,
Polaroid cameras are best demonstrated on television. .edia types have potentials believability, and color.
MESSAGE: # message announcing a ma0or sale tomorrow will re9uire

radio or newspaper. # message containing a great deal of technical data might re9uire speciali:ed maga:ines or mailings.
#dvertisers have increased their spending outdoor media substantially over the last decade. Outdoor advertising provides an e8cellent way to reach important local consumer segments. #nother promising new media site is the store itself. Older promotional in6 stores vehicles, such as end6aisle displays and special price tags, are being supplemented by a flurry of new media vehicles. Some supermarkets are selling space on their tiled floors for company logos. CONSUMER RESPONSE TOWARDS ARIEL
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ADVERTISING
EFFECTIVENESS
#ds may be more effective when their message is congruent with their surroundings. Aor e8ample, a $happy& commercial placed within an upbeat television show is more likely to be effective than a downbeat commercial in the same place. Similarly, a $serious& commercial usually works best when placed within a serious program. 5n addition, people are more likely to believe a TO or Badio advertisement, and to become more positively disposed toward the brand it supports, when the ad is placed within a program that they like or with which they are heavily involved.
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2
B
AGE:
CHAPTER FO#R
Research Ana(3sis
DETERGENT
%AR&ET
efore making the analysis of detergent, following are the ma0or characteristics of our respondents, which include their mean age, region etc. These thing are important to understand because these determine the type
and nature of our respondent and the area to which they belong and these will be helpful in understanding the differences among their behavior. These are as follows1
Statistics N Valid Respendent Age 60 Missing 0 Mean 24.02 Median 22.00
Std. Deviation 5.63
This table shows that the mean age of our sample is *@.0* with std. %eviation =.H-.
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ANA
,SIS OF DETERGENT %AR&ET
Our very first 9uestion relates to the use of various types of detergents by consumer. 7e have included three types of detergents1 randed detergent
+nbranded detergent )aundry market These three are broad categories, which help to take an eye on the detergent market and its composition with respect to these three types.
Washes Clothes With ' e("en)# Valid B anded soap !a"nd # Soap $n% anded soap &otal 41 15 4 60 60 *e )ent 68.3 25.0 6.7 100.0 100.0 Valid *e )ent 68.3 25.0 6.7 100.0 +","lative *e )ent 68.3 93.3 100.0
&otal
Chart:
Ba -+.a t
80
60
40
20
*e )ent
0 B anded-soap !a"nd #-Soap $n% anded-soap
/as.es-+lot.es-/it.
1 1 0 0
BUSINESS RESEARCH METHODS #s it is clear from the table that more than H=? of our sample use branded detergent powder and *=? uses laundry soap and remaining H? use the unbranded detergent powder. 5n this way we can easily inference about the composition of various types of detergents in the detergent market.
CO%POSITION
OF VARIO#S BRANDS IN BRANDED DETERGENT %AR&ET
;ow coming to our main topic, as we are conducting research on #riel, so now we have to see the composition of various brands in the branded detergent market and how much variation are there in their market shares. To simplify the procedure, we have divided the branded detergent market in the following way1 #riel Surf E8cel E8press Power rite Total
Others ' onus, 7heel, Sunlight( Aollowing table illustrate their market composition.
Washes Clothes With ' e("en)# A iel 18 B ite-&otal 4 01p ess 6 *o2e ot.e s 4 S" 3-01)el 9 &otal 41 41 *e )ent 43.9 9.8 14.6 9.8 22.0 100.0 100.0 Valid *e )ent 43.9 9.8 14.6 9.8 22.0 100.0 +","lative *e )ent 43.9 53.7 68.3 78.0 100.0
Valid
&otal
1 1 0 0
Chart:
Ba -+.a t
50
40
30
20
*e )ent
10
0 A iel B ite-&otal 01p ess-*o2e ot.e s S" 3-01)el
/as.es-+lot.es-/it.
RESULTS
5t is obvious from the table and chart that the #riel has got a large market share as compared to other branded detergents. Surf is on second and e8press power is on third.
CONC
#SION
7ith the help of all these graphs and charts we can easily know the overall composition of %etergent market and its composition with in the randed detergents.
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BRAND SE
ECTION
onsumers have to consider various factors while selecting a brand in any category. The consumer evaluates the various factors in accordance with his preference map. /e ranks these factors and selects a brand, which give the
highest satisfaction. 7e can divide these factors into two categories.
PROD#CT
RE ATED FACTORS
These factors related to the product. These factors are important because mainly the purchase criteria of the consumer based upon these factors. 5n our research, we have asked that which is the most important factor, which they consider while selecting a detergent brand. These are followings1 Price Guality Guantity #vailability This table analy:es these factors with overall detergent market.
Branded Detergent Market

Importiant Buying Factors ' e("en)# ("alit# 32 availa%ilit# 4 p i)e 4 ("antit# 1 &otal 41 41 *e )ent 78.0 9.8 9.8 2.4 100.0 100.0 Valid *e )ent 78.0 9.8 9.8 2.4 100.0 +","lative *e )ent 78.0 87.8 97.6 100.0
Valid
&otal
1 1 0 0
Chart
Ba -+.a t
100
80
60
40
*e )ent
20
0 ("alit# availa%ilit# p i)e ("antit#
4,po tiant-B"#ing-'a)to s
5t is very clear from the chart that overall in the branded detergent market the consumer give highest priority to 9uality factor and the lowest is the 9uantity factor. This thing determine their overall product related factors of consumer irrespective to brand.
BRAND
$ISE ANA ,SIS
The tables and charts of top three brands of detergent market are as follows.
ARIEL
Importiant Buying Factors (Ariel) ' e("en)# 15 3 18 18 *e )ent 83.3 16.7 100.0 100.0 Valid *e )ent 83.3 16.7 100.0 +","lative *e )ent 83.3 100.0
Valid
("alit# p i)e &otal
&otal
1 1 0 0
Chart
Ba -+.a t
100
80
60
40
*e )ent
20
0 ("alit# p i)e
4,po tiant-B"#ing-'a)to s-5A iel6
SURF EXCEL
This table describes the product related factor related to surf e8cel.
Importiant Buying Factors (Surf Excel) ' e("en)# ("alit# 6 availa%ilit# 2 p i)e 1 &otal 9 9 *e )ent 66.7 22.2 11.1 100.0 100.0 Valid *e )ent 66.7 22.2 11.1 100.0 +","lative *e )ent 66.7 88.9 100.0
Valid
&otal
Chart
Ba -+.a t
70 60 50 40 30 20
*e )ent
10 0 ("alit# availa%ilit# p i)e
4,po tiant-B"#ing-'a)to s-5S" 3-01)el6
1 1 0 0
EXPRESS POWER
Importiant Buying Factors (Express) ' e("en)# ("alit# 4 availa%ilit# 2 &otal 6 6 *e )ent 66.7 33.3 100.0 100.0 Valid *e )ent 66.7 33.3 100.0 +","lative *e )ent 66.7 100.0
Valid
&otal
Chart:
Ba -+.a t
5
' e("en)#
0 ("alit# availa%ilit#
4,po tiant-B"#ing-'a)to s-501p ess6
RESULTS
5f we carefully observe these three tables than we came to know that 9uality is the most important product related factor for #riel and it count Q-? of the total. The 9uality factor for other two is same as HH?. #nother observable point is that availability is one of the important factor in other two brands but #riel is not effected by the factor of availability but the effecting factor is price for #riel.
*#A
IT, RE ATED FACTORS
These are the factors, which a consumer came to know when he use that brand and evaluate its 9uality. On the basis of his evaluation, he rank various 9uality related factors in his mind and this map helps is future behavior regarding the brand selection. CONSUMER RESPONSE TOWARDS ARIEL
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BUSINESS RESEARCH METHODS 7e have included following 9uality related factors in our research. !leaning clothes easily Bemove stains Betain colors 4ives shining 5n this 9uestion, we have given various choices and tell respondent to rank them. 5n this way we can have a detailed understanding of the overall scenario.

This tales indicated the score obtained by each factor in our survey. Quality Related Factors !leaning clothes Easily Bemove stains 4ives Shining Betain !olors
SCORE OBTAINED
173 106 106 8
%uality "elate& Factor "ating

!00 50 00 50 0 Cleaning "em o#e $i#es "etain Clothes stains Shining Colors Easily Score '(taine&
#s the table and graph shows that cleaning clothes easily is the factor which heavily effects the selection of branded detergent. Bemove stains, giving shine and retain colors have gained round about the same score.
BRAND
WISE ANALYSIS
Aollowing table will give an view about top three brands and the score they have got1 This score is based upon taking nine respondent on average for each brand.
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Brand !a"e
%riel
&ur' ()*ress *o+er
Cleaning Clothes easily -0 1Q 1Q
Re"o#es stains *H *0 **
Retain Colors 1I *1 1H
$i#es shines 1H -* *P
5n this table the highlighted area shows the factor in which that brand has win the highest score among three brands.
RESULTS
5t is clear that as in the advertisement of #riel, they claim that #riel removes stains effectively and it is clear here also that #riel has win the highest score in this category. 5t is also found that #riel has got highest score in the category $washing clothes easily&. ut in other two categories Surf has gain high score. #s it is a common view about #riel that it destroys the colors so it is also found here. #nd at last #riel has got lowest score in giving shine.
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PROD#CT
ATTRIB#TES
lways there are some attributes, which are crucial leads to the success of the product. 5n this chapter, we will try to find out what are those attributes, which helps the companies to sell their brands.
PROD#CT
ATTRIB#TES CA#SED B, GOOD OR BAD E4PERIENCE
Sometimes it become crucial factor for determining the product attributes. !ertain things are evaluated on the basis of its performance. This thing is applied in the detergent market also. 7e have asked 9uestion about the e8perience of the consumer regarding various brands.
RESULTS
Besults indicates, that most of the respondents has relates their good e8perience to Bemoving stain. 5t shows that removing stain is the most important attribute of the product, which should be embedded into the product #t the second, people relate their good e8perience to neat and clean wash and giving shining. #s this 9uestion was open6ended and respondent is free to answer in any way, some very interesting findings related to #riel has been found. These are the negative opinion of people regarding #riel. People said1 5t cause allergy on hands 5t destroy colors 5t do not give shining 5t reduces the life of cloth 5t is very high priced Out of these mentioned factors, most important factors are the it causes allergy and it destroys the colors and life of the cloths.
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$HAT
PEOP E $ANT FRO% A DETERGENT PO$DER
There are some definite needs of the people, which they want to fulfil by ac9uiring various products. 7e have try to analy:e this thing by giving people some 9uality related product attributes and give freedom to respondent to rank them in his own fashion. The 9uestion gives us a picture that what people want in branded detergent powder. 7e have included following 9uality related factors in our research. !leaning clothes easily Bemove stains Betain colors 4ives shining 5n this 9uestion, we have given various choices and tell respondent to rank them. 5n this way we can have a detailed understanding of the overall scenario.

This tales indicated the score obtained by each factor in our survey. Quality Related Factors !leaning clothes Easily Bemove stains 4ives Shining Betain !olors
SCORE OBTAINED
173 106 106 8
%uality "elate& Factor "ating

!00 50 00 50 0 Cleaning "em o#e $i#es "etain Clothes stains Shining Colors Easily Score '(taine&
1 1 0 0
BUSINESS RESEARCH METHODS The table and graph clearly indicate that the cleaning clothes easily are the most important attribute which people want in the detergents.
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PRICING STRATEG,
dopting a pricing strategy in accordance with the needs of the target market becomes the crucial factor of success. The pricing strategy should be directly relates to the 9uality of the product. 4enerally speaking, high
9uality leads to high price and vice versa but in consumer market not the delivered but the perceived 9uality is important. /ere we have analy:ed the pricing strategy, which comes out after analy:ing whole of the market than we compare it with the price strategy of #riel. #nd see the differences among them. This table indicated the behavior of consumer regarding the brand they are using or want to use.
)rice Strategy ('#er all Analysis) ' e("en)# 26 9 6 41 41 *e )ent 63.4 22.0 14.6 100.0 100.0 Valid *e )ent 63.4 22.0 14.6 100.0 +","lative *e )ent 63.4 85.4 100.0
Valid
'A4R 7487 !9/ &otal
&otal
Chart
Ba -+.a t
70 60 50 40 30 20
*e )ent
10 0 'A4R 7487 !9/
* i)e-St ateg#-59ve -all-Anal#sis6
1 1 0 0
RESULTS
5t is found the almost H=? people think that they price of detergent is fair and **? think that it is high and very few people think that it is low. 7e can say that fair price should be considered by the company while making pricing strategy. /igh price can only be charged if you are giving very high 9uality and it is also perceived by the consumer. ;ow we will compare this pricing strategy with the pricing strategy of #riel what people perceive.
PRICING STRATEG,
)rice Suita(ility * Ariel ' e("en)# 13 3 2 18 18 *e )ent 72.2 16.7 11.1 100.0 100.0 Valid *e )ent 72.2 16.7 11.1 100.0
OF
ARIE
Valid
7487 'A4R !9/ &otal
+","lative *e )ent 72.2 88.9 100.0
&otal
Chart
Ba -+.a t
80
60
40
20
*e )ent
0 7487 'A4R !9/
* i)e-S"ita%ilit#-:-A iel
RESULTS
/ere the results are different from overall pricing strategy of detergent market. /ere people perceive their pricing strategy that #riel is high priced. ut as in previous analysis we have seen that #riel has got a large market share so it is because that they
1 1 0 0
BUSINESS RESEARCH METHODS are providing good 9uality but charging price a little bit higher than re9uired. That is why people say #riel is high priced. y another way we have seen the price suitability of #riel that we have asked that if #riel is offered to you to the same price of your favorite brand than you will purchase #riel or not. The table shows1
Fa#orite Bran& )rice * Ariel ' e("en)# 13 5 18 18 *e )ent 72.2 27.8 100.0 100.0 Valid *e )ent 72.2 27.8 100.0 +","lative *e )ent 72.2 100.0
Valid
#es no &otal
&otal
5t is clear from the table that if the price of the #riel is lowered than almost P*? people will going to buy it.
1 1 0 0
PRO%OTING
THE DETERGENTS
romotion needs deep understanding of the behavior of target market. /ere we have analy:ed about the perception of people about the advertisement of brand they are using.
Airst table we have prepared for the whole branded detergent market and than compare it with the perception of advertisement of #riel
Fa#orite Bran& * A&#ertisement ' e("en)# 30 11 41 41 *e )ent 73.2 26.8 100.0 100.0 Valid *e )ent 73.2 26.8 100.0 +","lative *e )ent 73.2 100.0
Valid
#es no &otal
&otal
Chart
Ba -+.a t
40
30
20
' e("en)#
10
0 #es no
'avo ite-B and-:-Adve tise,ent
1 1 0 0

Fa#orite Bran& * A&#ertisement (Ariel) ' e("en)# 11 7 18 18 *e )ent 61.1 38.9 100.0 100.0 Valid *e )ent 61.1 38.9 100.0 +","lative *e )ent 61.1 100.0
Valid
#es no &otal
&otal
RESULTS
5t is found that overall P*? and in the case of #riel H1? people say that detergent performed the promised 9uality.
VIE$S
follows1 /aving new style ;ormal effort ;ot bad %on"t like Stupid ad Aor lower class people Paid opinion .odels are not appealing
ABO#T THE
AD
OF
ARIE
7e have asked 9uestions from people about their view about #riel #d. Besults are as
#ll these voluntary views of the people give us idea about the perception of the people about their ad.
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BRAND
Airst of all we should have a clear idea of brand loyalty.
O,A T,
& rand loyalty means customers insists upon a firm"s branded product and should be willing to search for it. /ere in our measurement, since how long they are using a particular brand is caused by brand loyalty. The table shows the results of different brands.
ARIEL
Consumption )erio& (Ariel) ' e("en)# Valid ;6 M9N&7S 1-<0AR =2-<0ARS &otal 9 7 2 18 18 *e )ent 50.0 38.9 11.1 100.0 100.0 Valid *e )ent 50.0 38.9 11.1 100.0 +","lative *e )ent 50.0 88.9 100.0
&otal
SURF
Consumption )erio& (Surf) ' e("en)# 1-<0AR 5 =2-<0ARS 3 2-<0ARS 1 &otal 9 9 *e )ent 55.6 33.3 11.1 100.0 100.0 Valid *e )ent 55.6 33.3 11.1 100.0 +","lative *e )ent 55.6 88.9 100.0
Valid
&otal
1 1 0 0
EXPRESS POWER
Consumption )erio& (Express )o+er) ' e("en)# =2-<0ARS 4 ;6-Mont.s 2 &otal 6 6 *e )ent 66.7 33.3 100.0 100.0 Valid *e )ent 66.7 33.3 100.0 +","lative *e )ent 66.7 100.0
Valid
&otal
OTHERS
Consumption )erio& (others) ' e("en)# 4 4 4 *e )ent 100.0 100.0 100.0 Valid *e )ent 100.0 100.0 +","lative *e )ent 100.0
Valid &otal
1-<0AR &otal
RES#
E8press for more than two years.
TS
The highest brand loyalty is found in the e8press power that HH? people are using Only 11? people in the case of #riel are using it for more than two years and the highest percentage of people fall in the category of percentage is round about =0?. One very interesting thing regarding surf is that no one in their target market is using surf less than one year. One thing more we can infer is that the category of others has a consumption period of round about one year. Rsi8 months and the
1 1 0 0
BUSINESS RESEARCH METHODS #nother thing important to E8press power is that the proportion consumption period is lies in between two e8tremes mean people using more than two year and using for less than H moths are there. #nother 9uestion which we have asked to know about the preference of consumer regarding various brands of detergents. Besults shows ranking in the following way1 1. #riel *. Surf -. E8press power
1 1 0 0
CONS#%PTION
PATTERN
n order to determine the consumption pattern of #riel we have put the 9uestion that whether you use washing machine or not. The logic behind this 9uestion is that in the ad of #riel they concentrate of using #riel with washing machine here
we want to see that how much people use washing machine, who are using #riel and whether all other consumers use temporarily or permanent. Supporting tables and charts are as follows1
,se Washing -achine (Ariel) ' e("en)# 17 1 18 18 *e )ent 94.4 5.6 100.0 100.0 Valid *e )ent 94.4 5.6 100.0 +","lative *e )ent 94.4 100.0
Valid
#es no &otal
&otal
Ba -+.a t
20
10
' e("en)#
0 #es no
$se-/as.ing-Ma).ine-5A iel6
1 1 0 0

,se Washing -achine (Whole Bran&e& -ar.et) ' e("en)# 39 2 41 41 *e )ent 95.1 4.9 100.0 100.0 Valid *e )ent 95.1 4.9 100.0 +","lative *e )ent 95.1 100.0
Valid
#es no &otal
&otal
Consumption )attern (Whole /etergent -ar.et)) ' e("en)# &e,po a il# 26 *e ,anentl# 8 Neve 7 &otal 41 41 *e )ent 63.4 19.5 17.1 100.0 100.0 Valid *e )ent 63.4 19.5 17.1 100.0 +","lative *e )ent 63.4 82.9 100.0
Valid
&otal
RESULTS
5t is found that almost I=? of people, who use #riel use washing machine Over all the washing machine usage is also I=?. #nd out of all the branded consumer, irrespective of the fact that they use permanently use other brands but H-? use #riel temporarily.
1 1 0 0
5
following points1
CHAPTER FIVE
Findin)s
FINDINGS
#fter analy:ing the 9uestionnaire from various aspects, we came to know the #t the present the very particular brand $#riel& is leading the branded detergent market with a considerable market share of @-? with the ne8t competitor $Surf E8cel& having a market share of **?. Begarding the consumption patterns of the consumers it is analy:ed that almost all the people who wash their clothes in washing machines usually purchase the branded detergent powder. #nd it is also found out that I=? buyers of $#riel& use it in washing machines. 5t shows that, this brand is specifically designed and marketed for the consumers who wash the clothes in the washing machine, and this factor is associated and correlated in the $#riel& ad by the company. Some people also use #riel on temporary basis. 5t suggests that are using #riel for specific purpose or on some specific occasion. Though people like it for some special purposes or occasions, but they are not using it regularly which might be due to its relative high price that is out of their reach.
1 1 0 0
BUSINESS RESEARCH METHODS Pricing strategy of #riel is not so much effective as more than H0? people say that #riel is high priced. The promotion strategy of #riel is very much effective and powerful. #nd most of the respondents told us that #riel performs nearly all those functions and tasks which they promise to deliver in the advertisement. Some people have negative attitude or some misperceptions about its ad on T.O they state that it is paid, it is boring, irritating, unattractive and is addressing to the middle class with the high price. #s the brand #riel is a new entrant in this market, so it has less brand loyal than its ma0or competitor Surf E8cel > as it has been introduced in the local market from very early times. #nd #riel is trying hard to get more and more brand loyal customers. Begarding product related factors which include 9uality, 9uantity, price, availabilityJ the most important and significant factor is the 9uality of the brand as more than P=? people have responded this factor. Surprisingly the #riel consumers are more 9uality conscious i. e. Q-?. #bout 9uality related factors the most desirable and important attributes include the stain removability and giving shining to the clothes. 7hile most unwanted attribute is that it is harmful for hands or causes allergy.
1 1 0 0
BUSINESS RESEARCH METHODS CONTENTS
TABLE OF
Ta8(e O9 Content
Cha6ter 7 1
Introduction to Research
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BUSINESS BIBLIOGRAPHY
RESEARCH
METHODS
APPENDI4 '
'a( 'b( 'c( 'd( 'e( 'f( 'g(
<ikmund 4. 7illiam '1II@( The press. pp. --6=0
usiness Besearch .ethods The %ryden
!hudhry #. Behman, 2han #bdul 7aheed, !hughtai ;a:ir #hmed et. #l '1II@(. $Te8t book of chemistry& pp. -1I6-** <ikmund 4. 7illiam '1II@( The press. pp. -==6-Q0 %avis %uane, !osen:a Bobert ..!. $ usiness Besearch for decision making& P7S62E;T publishing co. pp6Q <ikmund 4. 7illiam '1II@( The press. pp. 1P061Q* 2otler Philip '1IIP( .arketing .anagement 1Prentice /all. pp. H-P6H=* 2otler Philip '1IIP( .arketing .anagement 1Prentice /all. pp. *=06*P* usiness Besearch .ethods The %ryden usiness Besearch .ethods The %ryden

Consumer Response Towards "ARIAL"

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BUSINESS RESEARCH METHODS

Introduction to the Research

CONSUMER RESPONSE TOWARDS ARIEL

<afar .ehdi <afar

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

CONSUMER RESPONSE TOWARDS ARIEL

CONSUMER RESPONSE TOWARDS ARIEL

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

RESEARCH %ETHODO PROB

$The company"s overall market share is its sales e8pressed as a percentage of

CONSUMER RESPONSE TOWARDS ARIEL

5nitial research conducted to clarify and define the nature of a problem.

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

RESEARCH DESIGN TECHNI*#ES1

ASPECT OF THE RESEARCH

ECTION OF SA%P E DESIGN

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

The sampling procedure used to obtain those units or people most

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

Our sample 9uestionnaire is consisted of 1* item 9uestions. '#ppendi8 1(

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

%AR&ET SEG%ENTATION APP

Edition pp *-- 6 *-@

CONSUMER RESPONSE TOWARDS ARIEL

FOR SEGMENTING CONSUMER MARKETS

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

ehavioral Segmentation, buyers are divided into groups on the basis of

BUSINESS RESEARCH METHODS

FOR EFFECTIVE SEGMENTATION

MEASURABLE: The si:e, purchasing power, and characteristics

SUBSTANTIAL: The segments are large and profitable enough to serve.

ACTIONABLE: Effective programs can be formulated for attracting and

THE MARKET SEGMENTS

CONSUMER RESPONSE TOWARDS ARIEL

THE MARKET SEGMENTS

BUSINESS RESEARCH METHODS

OPING AND %ANAGING AN ADVERTISING PROGRA%

BUSINESS RESEARCH METHODS

INFOR%ATIVE ADVERTISING PERS#ASIVE ADVERTISING

figures heavily in the pioneering

CO%PARATIVE ADVERTISING seeks to establish the superiority

CONSUMER RESPONSE TOWARDS ARIEL

BUSINESS RESEARCH METHODS

is highly important with mature

seeks to assure current

THE ADVERTISING MESSAGE

CONSUMER RESPONSE TOWARDS ARIEL

EVALUATION AND SELECTION

OF LIFE: Shows one or more persons using the product in a

OR IMAGE: Evokes a mood or image around the product, such

+ses background" music or shows one or more persons or

BUSINESS RESEARCH METHODS

PERSONALITY TECHNICAL SCIENTIFIC

Edition pp -- 6 -@