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Ap logun ko yahan bulane ka basic purpose is that we are conducting our final project research js mein

hm consumer behavior, decision making process and particular category of buying a product kia hy. Ap
sub ko hm apni discussion mein involve kryn gy. Its an open discussion. Es k elawa ap koi idea dyna
chaie, koi information ho tu share with us, that will help us in our marketing research. Jo b information
ap share kryn gy that will be confidential and kept only for your academic purpose. Es mein esi koi cheez
nhi hy tu hm information public kryn or something like that. Its our part of discussion k hm eski audio
recording kryn gy aur bad mein supervisor ko jama krwaeyn gy. Ye ap logun ki choice hogi k if u wanna
answer any question or if u wanna ask any question. Jo question clear nhi hy, you can ask that or you
can contact us in future as well.
First for all, hm start ese kryn gy k ap apna intro krwa dyn.


Now before starting discussion, ap yeh btayen k apki life mein kia aspirations hn. Sara tm apni zindagi
mein apne apko kaha dekhna chahti ho.
Sara: being a student, filhal tu studies py focus hy. After studies, I wanna have good job. Phr dekho gi k
kia hota hy. Abi tu yehi hy k studies achi hun, aik achi professional banu.
Aik achi professional banana se kia matlab hy?
Sara, studies mein itni mehnat ki hy, prhai ki hy so I wanna have a good future. Being a student and
household aspiration, filhal tu studies py focus hy then mra career start ho. Abi tu yehi aspiration hy k
career start krun aur achi professionals banu.
Aik achi professional banana se kia murad hy tmhari?
Mean, k achi nokari mily, jesi ma ne mehnat ki hy aur prhai wesa mje fruit mily. Filhal tu yehi short term
goal hy k career start ho.
I am working at lums tu mein education institution mein kch acha krna chahti hun.
Are you married?
Yes.
Tu apki apni family k bare mein kia aspirations hn? Mean ap apne bachun ko kahan dekhna chahti hn k
esa hona chaie ya kch aur plans.
Not really like that,abi tu kheir itna nhi haan hr aik ki life mein esa hota tu hy.
Okay.
Abi tu teacher hun tu chahti hun k jo prhana hy wo acha sa teach krun. Aur zindagi mein kch achieve
krun.
I am student of science aur es mein masters kia hoa hy. Ma es field mein new technology introduce
krwana chahti hun. Es field mein ziada logun ko zabardasti admission hote hn. Tu jo eska overall impact
hy ucko better krne ki koshish krungi.
Hmari discussion mein ap sari females hn, tu ap log ghr mein time kese spent krti hn. Whether you
involve yourself, tv dekhti hn, kia krti hn?
Filhal tu studies krti hunt u ziada time nhi milta agr kbi time mil jae tu khana bnati hun. Aur weekends
mein rest prefer krti hun ya jo pending kam hote hn wo pure krne ki koshish krti hun.
Ghr k kam krne prhte hn,khana pakana, safai tu ap log kese prioritize krte hn ese? Hr hafte kapree
dhona, ghr k kam krna, bachun ko sambhalana.
Being a professional and housewife, ma ghr k kam ziada kr nhi pati. There is a maid who take care of
home and children and I also rarely done laundering.
Basic purpose yeh hy k ap kapre dhone k process ko kitna serious lyti hn? Sub ki maids ya mother krti hn.
Aik laundering ka processing kitna important hy? Ziada tar outsourcing hi krti hn tu ap logun ki kitni
involovement hy?
Some times we have to wash our clothes two or three times because stains are left. Aur jo designer
dresses hote hn wo hm monitor kr lyty hn.
Agr itna important hy tu wo kam ap khud kiun nhi krti?
Due to lack of time aur hath wagera b kharab ho jate hn. So being professional, time management is
very important.
What type of washing machine you use?
Electric washing machine.
I have bought front door washing machine but it has a draw back. It took 2 hours to wash the clothes.
And sometimes still stains are left.
Then what do you do? Ap ese stains ko kese remove krti hn?
We usually remove stains then we put into the washing machine. Front door machine hy phr b results
are not satisfactory.
Rural areas mein tu hand washing hoti hy but in urban areas, usually washing machines hoti hn. Wo
what is the most important point k hmare sare problmes resolve ho jaeyn?
Good detergent, wash time kam ho aur results ache hun.
What are the characteristics of good detergent? Esi kia cheezyn hn jo ap aik detergent mein dekhna
chahti hn? Plz specify.
As I told you earlier, sometimes we have to wash our clothes two or three times and still stains are left.
So I guess detergent should be strong that should clear stains in one wash.
Agr detergents strong hun tu lawn k dress kharab ho jate hn, patch prh jate hn aur discolor ho jate hn.
What do you think, how much time it take to wash the clothes? Aik hi round mein or what? Agr
detergent strong ho tu enzymes wagera hote hn that may effect your clothes. What are the points you
kept in mind jb shopping wagera krti hn? Price, brand or packaging etc.
We are brand conscious. Prices doesnot matter. Color not fade and stains not left. Some people use surf
or soap mean fluffy effect dyti hn. Achi jhag, smell or price. What is important?
Good smell.
What type of water you use? Warm or cold.
Summer mein thanda and winters mein garam.
Karachi mei ntu mousam ziada change nhi hota as compared tu Islamabad or Punjab cities. So what you
use here?
Agar chiknai ziada ho tu pani garam karty hn.
Kia issue brha hy?
surf nikalna or stain ko remove krna.
Ap logun mein se shoping py kon jata hy? Ghr ki grocesory ki leye? Pehle list bnati hn ya on the spot
shoping krti hn?
Nhi list ly k jate hn aur jo on the spot nazar ae wo b ly lyty hn.
Laundry category mein kia cheez ziada prefer krti hn?soap, powder or liquid?
Preference is powder. Sometimes we use soap, phr surf mein dho lyty hn.
Kitne salun se surf use kr rhe hn? Specifically use krty hn?
Sometimes we use new product that comes in market like surf excel magnet. Aik experiment kia hta, koi
faida nhi hoa tu purane detergent py agy.
What is the main factor that influence you ?
Brand and family i-e traditional.
Yehi hy ya aik dafa experiment kr lyti hun
Attractive packaging and brand.
Detergent mein different brands hn and y you use surf excel and ariel? And how you differentiate them?
Chalayn hm yehi 2 brands discuss kr lyty hn surf excel and ariel. What are the benefits they have?
Why you switch to surf excel from ariel?
Because it was harsh.
Price
Mje tu attractive packaging pasand hy
Surf kia traditional hy tu log surf excel hi use krna shuru ho gy hn?
Yes you are right.
If we talk about ads, tu ads mein esa kia hy jo attract krta hy?
Surf excel mein bache dekhate hn school k jo enjoy krty hn. Wo concept acha hy. Daily life se hy.
Ad mein kia important hy, message, jingle or performance?
I guess message tu brhun k leye hota hy but wese jingles jo awazyn hoti hn wo attract krti hn.
Ariel sharp hy, cholor fade hota h yes leye Surf excel py switch kiya aur jo bachun ki story hoti hy wo
attract krti hy.
Mean jo bachun ki care aur daily life rutine hy wo ziada impact krti hy.
Yeh cheez ap zehan mein rakhti hn ya family influence py impact krta hy?
I guess traditional hy family mein surf use ho rha hy tu ma ne kbi nhi socha kisi aur detergent k bare
mein.
Bonus aur sunlight b ache ads bna rhe hn but es k bare mein kia rae hn apki?
Agr yeh log quality product offer kryn aur family wale kaheyn tu try kr lyty hn.
Acha tu ap log keh rhe hn k ariel bht strong hy but wo aik hi wash mein stains remove krta hy jo unka
dawa hy, what do think aik washing powder ka kia mixture ho jo ap logun ki demands puri kry.
Dekhyn agr surf excel aura riel ko dekha jae tu ariel harsh hy but surf excel soft impact deta hy but ariel
ki emotional appeal ziada hy.
What do you think k celebrity endorsement kitni honi chaie jo apko attract kry?
Wese I dnot think k celebrity endorsement important hy ya appealing. Aik daily life rutine ziada attract
krti hy. Jese bachun kamaa k sath interaction agera wo attracting hy. Bache b shoping py jaeyn tu wo b
yehi kehte hn k surf excel buy kryn.
Ap log social media use krty hn tu wahan apne experience share krty hn?
Normally tu nhi haan agr koi new cheez use kryn aur sudden change nazar ae tu phr kr lyty hn.
Mostly konsa brand use hota h yap k ghr mein?
Surf excel.
Kitne arse se?
Couple of years.
Kia unique experience hy jo ap yehi follow krti hn? Aur b detergents hn,price b kam hy?
I think upper and middle class families mein 10, 20 rupees ka experience matter nhi krta aur surf excel
emotional appeal brhata hy tu esi leye wohi use hota hy. Aagr price mein bht ziada difference ho like in
ariel tu phr hm soch skte hn.
Acha Pakistan mein 2 brhe brands hn. Surf excel aura riel. Ariel use kia tu stains tu remove ho gy but
kapre fade aur destroy ho gye. Price matter nhi krti, ma es wja se surf excel py switch ho gai.
2,3 kg wale packs use krti hn ap log ya aur?
Priority tu 1kg wala pack hota hy, agr won a ho tu half kg.
Hmare ghr mein tu daily basis py washing hoti hy es leye 2 kg wala pack.
Aksar esa hota hy k surf mein moisture ho jata hy tu sachet packs b available hy. Phr kia prefer krti hn?
Agr dry hands use kryn tu won hi kharab hota aur bar bar bazar k chakar nhi lgae jate sachet k leye tu
1kg ka pack thek rehta hy.
Kbi esa hoa hy k family ya friends ne kaha ho k yeh brand use kro, tu kia krti hn.
Aik dafa experiment kr k dekh lyty hn, agr expected result na hun tu phr wohi purana detergent.
Esi koi cheez ya experience ap share krna chahyn. Ya ap suggestion dyna chahye for improvement,
offering mein kia ho.
Quality and quantity.
Packaging and packs
Price matter krti hy but quality b ho.
Stains remove hun.
Mri sisters kehti hn jb wo Pakistan ati hn k yahan a k kapre kharab ho jate hn,pta nhi detergent ka masla
hy ya pani ka.
I wanna share k saudia k detergents and Pakistan k detergents mein bht difference hy. Hm ne saudia
mein use kia tha detergent, it was quite good but Pakistan mein wo result nhi hy.
Ap log detergents buy kahan se krty hn?
Imtiaz, utility stores wagera se
Imtiaz tu abi ayah y pehle tu super stores wagera se hi lyty thy.
Kbi esa hoa hy k ghr k nazdeek koi shop ho aur wahan sirf ariel hi available tu kia krti hn?
Agr bht emergency ho tu sachet ly lyty aur wohi use krty hn wese ghr mein hmesha itni quantity rakhte
hn k esi emergency na hi ho aur bht hi rarely esa hota hy.
Kbi multiple use kiye hn detergents? Surf excel + ariel.
Sunlight aur brite use kiye thy aur hath hi kharab hoe thy.
Acha washing process mein aur detergent mein esa kia hona chaie?more value?
Time less ly because hm ghr mein available nhi hote tu phr yehi chahun gi k jaldi se wash ho jae. Aur
smell b aachi ho.
Less time and quality.
Tv mein kitna time spend krti hn ap log perday?
8-9pm mostly.agr drama follow kr rhy hn tu.
Ad pura dekhti hn?
Kcha ad ho tu dekh lyty hn wrna channel switch kr lyty hn.
Shopping mein kitni dafa jati hn? Monthly buget hota hy ya weekly?
Monthly.
Esa koi experience jo ap share krna chaie.
When I was in saudia, tu wahan jo hm detergent use krty thy wo yahan result nhi mila js ne disappoint
kia.
Hm basically P&G ki product ariel k project consultant hn. Hmara maqsad consumer k concerns,
detergent prefrences ko study krna tha k ap kia values detergents mein dekhna chahti hn. Apki life
aspirations kia hn. Ap kitna time household activites mein spend krti hn. As you know k hm ariel k
project consultants hn tu ap log hme kia recommendations dyna chahye gy.
Hath mein koi effect na kry.
Aik wash kitna attract krti hy?
I never seen k aik dhulai mein esa ho.
Surf excel ki tu tag line hy na no. 1 selling brand. Tu donu mein kia difference hy?
Stain remove krna,color fade ziada hy, agr aik wash mein expensive kapre kharab ho rhe hn phr kia faida
use krne ka.
Ab mehngy kaprun ki baat ho rhi hy tu un k leye kia priorities honi chaie? New kapre kese wash hun?
New kapre ziada hand wash kiye jate hn machine wash nhi kiye jate.

Thank you note.