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A
Project Report On
MARKETING MIX IN SHUKLA INDUSTRIES
Submitted to Submitted by
Mr. Shaukat Hussain
Akashdeep
Faculty of management BBA Part 3rd .
Univ.Roll no.306150020
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Marketing Mix of Spectra
DECLARATION
I hereby declare that the summer training project report “MARKETING MIX” submitted under
the guidance of Mr. Shaukat Hussain is my original work.
The preparation of project report is based on my personal findings, interactions with the
customers and consultation with eminent scholars and secondary sources.
This information has been collected from genuine and authentic sources. The work has been
Submitted in partial fulfillment of BACHELORS IN BUSSINESS ADMINISTRATION (B.B.A)
of GOVERNOMENT DGREE COLLEGE (BOYS), UDHAMPUR.
Akashdeep
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CERTIFICATE
This is to certify that Akashdeep s/o SH Rajesh Kumar ,student of B.B.A III, Roll
No.306150020, has completed his project report on the topic Marketing mix under my guidance
and supervision during the academic year 2015-2016 in the partial fulfillment of requirement for
awarding the degree of Bachelors of Business Administration by the University of Jammu
To the best of my knowledge the work done by the student is original and will be of valuable
source for the scholars and organizations to carry advance research work.
Signature
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Certificate
This is to certify that Akashdeep s/o SH Rajesh Kumar student of B.B.A III Roll
No.306150020is a bona fide student of this institute he has completes the project report
on the topic “MARKETING MIX” in SHUKLA INDUSTRIES under the supervision of
Lect.SHAUKAT HUSSAIN . For the partial fulfilment of requirement for awarding the
degree of Bachelors of Business Administration (2013-2016) affiliated toJammu
University.
Lect. In BBA
Project incharge
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ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely fortunate to have got this all along the completion of my project
work. Whatever I have done is only due to such guidance and assistance and I would not forget
to thank them.
I respect and thank Mr BIMAL GUPTA, for giving me an opportunity to do the project work in
MARKETING MIXand providing us all support and guidance which made me complete the
project on time . I am extremely grateful to him for providing such a nice support and guidance
though he had busy schedule managing the company affairs.
I owe my profound gratitude to our project guide Mr. SHAUKAT HUSSAIN, who took keen
interest on our project work and guided us all along, till the completion of our project work by
providing all the necessary information about service quality and customer satisfaction in this
Organisation.
I would like to thank our H.O.D Prof. Yogesh Sharma and principal Mr. S.S.Balwal for always
encouraging and supporting us. I am thankful to and fortunate enough to get constant
encouragement, support and guidance from all Teaching staffs of Department of B.B.A who
helped us in successfully completing our project work.
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CONTENTS TABLE
Chapter 1. Introduction
Industrial profile
Research Design
Sample Design
Recommendations
Suggestions
Conclusion
Appendix
Bibliography
Questionnaire
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CHAPTER 1
INTRODUCTION
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Marketing concept
philosophy which implies integral and coordinated actions and reaching a certain
goal (Lefter, et al., 2006, p. 25)”. The most basic concept underlying marketing is
Human needs are states of felt deprivation. Wants are the form human needs
take as they are shaped by culture and individual personality. When wants are
Marketing is the art and science of selling. Ingredients for a good marketing
(according to Philip Kotler) are the 4P’s: product, price, promotion and placement.
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marketing mix. Marketing mix is the main instrument of the company for obtaining
evolution of the range of goods and services (Lefter, et al., 2006, p.375, 405).
Product policy is often compared with “the heart of marketing”. It has a direct
Price policy. Price is a market instrument and an index of the economic and social
reality (Lefter, et al., 2006, p.449). Price is the only marketing mix variable which
leads to profits, the others are generating only expenses and investments. Price is a
very flexible element of the mix and it can be changed rapidly, unlike the product
market primarily between demand and supply and between producers and
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Marketing Mix of Spectra
knowing;
quality services.
Promotion policy. Promotion should be seen as a key tool of the marketing mix.
The way how the company combines the various promotion components in order
of communication from one person to another, in which the seller persuades the
potential buyer to buy the products and services of the company” (Lefter, et al.,
2006, p.562).
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DETERGENT
sometimes used to differentiate between soap and other surfactants used for
Detergents, especially those made for use with water, often include different
Abrasive to scour
compounds
ingredients
compounds
fabric feel
gel
the detergent itself before or during use, such as optical brighteners, fabric
are said to be detergent. For instance, certain foods such as celery are said to be
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Types
There are several factors that dictate what compositions of detergent should
tolerance for and type of dirt. For instance, all of the following are used to clean
glass. The sheer range of different detergents that can be used demonstrates the
machine
glass contact lens cleaning solutions, which must clean and disinfect without
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Terminology
cleaning products, the term syndet, short for synthetic detergent was promoted to
indicate the distinction. The term never became popular and is incorrect, because
most soap is itself synthesized (from glycerides). The term soapless soap also saw
a brief vogue. There is no accurate term for detergents not made of soap other than
Plain water, if used for cleaning, is a detergent. Probably the most widelyused
detergents other than water are soaps or mixtures composed chiefly of soaps.
However, not all soaps have significant detergency and, although the words
"detergent" and "soap" are sometimes used interchangeably, not every detergent is
a soap.
The term detergent is sometimes used to refer to any surfactant, even when
it is not used for cleaning. This terminology should be avoided as long as the term
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HISTORY OF DETERGENT
The earliest detergent substance was undoubtedly water; after that, oils,
abrasives such as wet sand, and wet clay. The oldest known detergent for wool-
washing is stale (putrescent) urine. For the history of soap, see the entry thereon.
World War I soap shortages. Detergents were mainly used in industry until World
War II. By then new developments and the later conversion of USA aviation fuel
growth of household use, in the late 1940s. In the late 1960s biological detergents,
containing enzymes, better suited to dissolve protein stains, such as egg stains,
The Indian fabric wash products market was a highly fragmented one. There
was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and
bars made from vegetable oils accounted for around seven lakh tonnes with
synthetic detergents making up the rest. Detergent cakes accounted for 40% of the
synthetic detergent used, while powder accounted for the rest. Washing powders
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were categorized into four segments - economy (selling at less than Rs.25 per kg),
mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact
(selling at over Rs. 120 per kg). The compact, premium and medium priced
segments together accounted for 20% of the volume share and 35% of the value
share. The economy segment made up the remaining lion's share of the market.
The fabric wash industry in India was characterized by low per capita
consumption, especially in rural markets. The major players in the Indian detergent
market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a
MARKET SHARE
Major Players:
Surf Excel
Rin
Arial
Tide
Nirma
Wheel
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NIRMA
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Indian brand, which took on mighty multinationals and rewrote the marketing rules
competition. Starting as a one-man operation in 1969, today, it has about 14, 000
employee-base and annual turnover is above Rs. 25, 00 crores.India is a one of the
widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards
products.
Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making
it one of the largest volume sales with a single brand name in the world. Looking at
the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but
this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma
the largest detergent and the second largest toilet soap brand in India with market
SURF EXCEL
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the "Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a
chord with the consumers. Continuing with the earlier campaign, the new ad
features two kids taking a Puddle fight to distract their fighting parents fighting
over a car collision. The voice over says " if some thing good happens because of
dirt then Dirt is Good". According to a report in agencyfaqs, the creative team had
a tough task in continuing a classic campaign and no doubt they have been very
successful.
The second campaign takes a cue from the World cup. The ad features a
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When Procter& Gamble India (P&G) entered the detergent , market of India
at the beginning of the 1990s, the market had just calmed down after a decade long
battle between HLL’s Surf and Nirma of Nirma Chemicals. Though there were
many detergent brands in the market – Det, Key, Pont, Chase, Vimal, Vijay,
Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc – Surf remained the leader and
Nirma the challenger. Choosing the price conscious, lower segment as its market
and taking advantage of the concessions as an SSI unit, Nirma Chemicals offered a
low-priced brand and promoted it aggressively. HLL had to defend Surf with all its
might. The company stepped up its promotion of Surf, relying heavily on aspects
like quality and value for money. In addition, HLL introduced a low priced brand,
Wheel, and positioned it directly against Nirma in the same segment. HLL also
soap taking advantage of its time tested brand image. Yet, within a few years,
Nirma garnered a share of 35 per cent of the market and literally shook Hindustan
Lever. The latter had been the market leader for years without any significant
challenge whatsoever. Also, by then the detergents market of India had grown into
a Rs 1,800 crore market. It was into this market that P&G entered with its Ariel as
a direct contestant against Surf. In fact, the P&G-HLL battle finally turned out to
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be one of the major marketing encounters of the 1990s. P&G and Lever, the rivals
How did P&G go about marketing Ariel? What marketing strategy did P&G
employ? P&G Seeks leadership position in the industry: P&G laid down its
marketing strategy in respect of Ariel: P&G aims at making Ariel the leading
detergent brand of India, squarely confronting the exiting market leader, Hindustan
Lever, and its leading brand, Surf. Our marketing strategy will be centered around
this major theme. The company will stick to this plan even if it means sacrificing
profits in the short run. P&G put Ariel on the Indian market in 1990, positioning it
beings from time immemorial, but the relation between personal and
environmental cleanliness is a less obvious one. Soap making dates back to about
1500 BC, the earliest records indicate that a combination of animal and vegetable
oils with alkaline salts was used to form a soap-like material. In ancient India too,
people used soap preparations made from plant or animal fats. Modern technology
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has provided synthetic detergents that have slowly replaced soaps. The first
detergents were used chiefly for hand dishwashing and fine fabric laundering. This
Today, India has a diverse range of detergents available off the shelf. The
tonnes. The formal sector with its increasing ability to influence consumers via
has evolved into a highly competitive one where a myriad brands vie with each
other to get the customers' attention. Each brand claims to clean whiter, boasting of
and dishwashing. They contain wetting agents and emulsifiers, based on non-soap
builders and fillers. In addition they have additives like anti re-deposition agents,
optical fibre brighteners (whitening agents), bluing agents, bleaching agents, foam
regulate the density and assure crispness of the material they are used on.
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these the majority comprised of dhobis and rural women. Conventional laundry
detergents leave chemical residues on the clothes. These residues enter our bodies
either through the skin or through the lungs. They cause many common health
problems including allergies, skin infections and in rare cases, cancer. The
fragrances used in laundry detergents can prove allergic and be highly irritating to
lungs, causing serious health effects to people with asthma or chronic heart
problems.
detergents is drying, fissuring and dotting of the keratin layer leading to increased
permeability that causes sensitization, which may develop into dermatitis. Elderly
people are more susceptible to infections that may lead to developing eczema.
major source of water pollution that has become the direct cause of 42 per cent of
human and animal diseases. In India, per capita consumption of detergents in 1994
was 2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural
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areas the use of detergent bars is expected to grow 7-8 per cent annually. The
figures are of concern because high quality detergents have as much as 35 per cent
environments."
gradually age and become more productive. Any natural process like this might
take thousands of years to progress but human activities accelerate this process
bodies. These plant nutrients are supplied primarily in the form of phosphorus,
phosphates are drained during washing. The algal boom leads to consumption of
the oxygen dissolved in water, creating hypoxic, and at times, near anoxic
situation. This can lead to excessive eutrophication that kills the fish, cause odour
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Seasonal impacts
Run-off of phosphates into water streams is not only due to detergents, but
also due to fertilizers and manures. Findings show that during the dry seasons
when the run-off from agriculture is virtually zero, and manure run-off is down to
one fifth of the total annual rate, detergents are responsible for additional loadings
of rivers by about 7.3 per cent which poses significant eutrophication impact risks.
In India, it is not uncommon to see ponds, lakes and part of rivers choking with
algae or other aquatic plants. In the Indian context, this is a grim situation since
these water bodies are the primary sources of water for a large section of the
population.
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CHAPTRE 2
COMPANY PROFILE
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COMPANY PROFILE
Bleaching preparations and other substances for laundry use; cleaning, polishing,
better quality products and services that maximise value to the customer. This
Spectra is a phenomenon and synonymous with Value for Money. The brand
transcends the specific dynamic of any particular product category, which is best
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quality.
PRODUCT
strength of the brand. Spectra has successfully challenged and changed the
analyzing it's strategies to demystify this miracle. Spectra core marketing thrust
offering the same 'Value For Money' equation. This is borne by the fact that today
Spectra can boast of a strong brand loyalty from its Jammu consumer base. Based
successful in extending its brand equity to other product categories like Premium
Detergents, Premium Toilet Soaps, Shampoos, Tooth pastes and Iodized Salt, thus
PRICE
captured a majority market share arresting the sales and growth of a consumer
giant’s up market brand. Among the greatest success stories in the annals of
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good quality which, in the course of a mere decade, put the skids on a product that
was considered the pride of a powerful multi-national. The story of Spectra has
genuine and romantic a tale of rags-to-riches as one could hope to find anywhere.
For harried housewives, struggling to balance their monthly budgets, Spectra came
as a boom. It was much cheaper than Surf, which had already gone well out of
their reach; and it washed clothes nearly as well. Its cleansing power was far
superior to that of the slabs of cheap washing soaps that had been their sole
alternative until then. By the early 1990s the burgeoning sales of Spectra reached a
rate of growth that was twice or thrice that of the industry in general. Moreover,
amount of excise duty that multinationals had to pay on every kilo of detergent
produced. The latter simply could not hope to bring the price down to a level that
was attractive enough for the middle and lower-middle classes, which were the
The pricing policy adopted by Spectra for its Spectra washing powder i.e.
adequate Quality at an Affordable price has challenged the mighty HLL’s Surf.
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Industry Profile
levels of phosphates, the industry needs to reduce the perilously high phosphate
levels of 30 per cent to far lower numbers. Industry representatives have declined
higher as compared to that in India. The fact is that India relies only on Sewage
Treatment Plants (STPs) which are not fully functional even in metropolitan cities
unlike northern countries where STPs are installed for every few households.
Industry ought to label its products voluntarily for containing phosphate so that it
with nominal phosphate content (or even phosphate-free detergent). The same
detergents with a high phosphate content. The industry vehemently opposes any
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additives like perfumes, colour and brightening agents. Minimal packaging can
phosphates can be replaced by sodium citrate and sodium bicarbonate; dyes and
needs to be informed that the smaller detergent products can also be the least
and regulation so that they may avail of environmentally friendly choices. Using
'green detergents' that do not contain non-essential additives like perfumes, colour
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CHAPTER 3
RESEARCH METHODOLOGY
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Primary Data
1) Questionnaire
Secondary Data
Internet
Magazines
understanding their beauty needs, what aspire them to go for the brand. Also the
level of:-
Brand awareness,
Price level,
Expectancy of Communication
All these factors were the prime criterion for selecting (Which brand??),
Short listing and ranking (level of trustworthiness? or most favoured) which had
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RESEARCH DESIGN
study. The most usual reason for using this approach is that you have no other
choice. Normally you would like to take an earlier theory as a support, but there
perhaps is none, or all available models come from wrong contexts. Exploratory
research means that hardly anything is known about the matter at the outset of the
project. You then have to begin with a rather vague impression of what you should
means also that it will be impossible to start by defining the concepts of study. You
have to start with a preliminary notion of your object of study, and of its context.
During the exploratory research project, these provisional concepts then gradually
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gain precision. We have collected our data by drafting a questionnaire and thereby
Sample design
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CHAPTRE 4
INTERPRETATION
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Above table Sr. No. 1 shows that the most of the respondents are literate
(93.75%) and Sr. No. 2 shows that 45% respondent have monthly income above
25000 whereas 32.50% respondent have monthly income of 15001-25000, 13.75%
respondent have monthly income 5001-15000, and 8.75% respondent monthly
income is up to-5000 . Above table Sr. No. 3 shows those 27.50% respondents are
retired whereas 37.50% are respondent have any other occupation, 18.75%
respondent have business, 10% respondent have profession and 6.25% respondent
are doing service.
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Above table shows that 37.50% respondent use Surf Excel detergent
whereas 20% respondent use Arial, 15% respondent use Rin, 10% are use Tide,
6.25% respondent use any other detergent and 5% respondent use Spectra.
40
35
30
25
20 No of Respondents
Percentage%
15
10
0
Surf Excel Arial Rin Tide Spectra Any Other
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Above table shows that 52.50% respondent purchase the product because of
overall good product. Whereas 12.50% respondent use their particular product
because of overall quality in low price, 13.75% respondent use their particular
because of overall past good experience,12.50% respondent use their particular
because of others good experience, 8.75% respondent use their particular product
because of better distribution channel.
60
50
40
30
No of Respondents
20 Percentage%
10
0
Overall good Overall past Others good Overall good Better
product good experience quality in low distribution
experience price channels
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1. Monthly 16 20%
2. Weekly 50 62.50%
Total 80 100%
Above table show that 62.50% respondents uses their detergent weekly.
Whereas 37.50% respondents use their product by any other way.
70
60
50
40
No of Respondents
30 Percentage%
20
10
0
Monthly Weekly Any Other
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Above table shows that 31.25% respondent use their detergent because
cleanness. Whereas 10% respondent use their detergent for any other reason,
11.25% respondent use their detergent for cost, 17.50% use their product for
harmfulness to hand, 12.50% respondent use their detergent for fragrances, 6.25%
are use their detergent for packaging.
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35
30
25
20
15
10 No of Respondents
Percentage%
5
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1. Yes 15 18.75%
2. No 65 81.25%
Total 80 100%
90
80
70
60
50
No of Respondents
40 Percentage%
30
20
10
0
Yes No
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1. Cost 4 5%
2. Fragrances 14 17.50%
4. Advertisement 20 25%
s
Total 80 100%
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35
30
25
20
15
10
No of Respondents
5
Percentage%
0
1. Yes 62 77.50%
2. No 18 22.50%
Total 80 100%
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Above table shows that 77.50% respondents are aware about the
harmfulness of detergent, and 22.5%% respondents are not aware about the
harmfulness of detergent.
90
80
70
60
50
No of Respondents
40 Percentage%
30
20
10
0
Yes No
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Total 80 100%
Above table shows that 40% respondent use kirana store for their purchase of
detergent and soap. Whereas 30% respondents use super market for their
purchase of detergent and soap, 26.25% respondent use convenient store for
purchase of detergent and soap.
45
40
35
30
25
No of Respondents
20
Percentage %
15
10
0
Departmental Super Market Convenient store Kirana store
Store
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2. Variety 27 33.75%
3 Service 34 42.50 %
4. Proximity 7 8.75 %
5. Ambience 1 1.25 %
Total 80 100%
Above table shows that 42.50% respondent are prefer the store for Service
whereas 13.75% respondent are prefer the store for discount, 33.75% respondent
prefer store for variety, 8.75% respondent are prefer the store for proximity and
1.25% respondent are prefer the store for ambience.
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45
40
35
30
25
No of Respondents
20 Percentage %
15
10
0
For Discount Variety Service Proximity Ambience
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1. Always 00 00
2. Often 9 11.25%
3. Sometimes 48 60%
Total 80 100%
Above table shows that 60% the respondent get discount and incentives from
preferred store sometimes whereas 28.75% respondent not get discount and
incentives from preferred store, 11.25% the respondent get discount and
incentives from preferred store often.
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70
60
50
40
No of Respondents
30 Percentage %
20
10
0
Always Often Sometimes Not to all
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2. Arial 80 100%
3. Rin 80 100%
4. Tide 80 100%
5. Spectra 80 100%
Total 80 100%
Above table shows the entire respondents are aware about all brands of
detergents and soaps.
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120
100
80
60 No of Respondents
Percentage%
40
20
0
Surf Excel Arial Rin Tide Spectra
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13. Classification on the basis of like to switch the detergent if get some
promotional schemes:
1. Yes 14 17.50%
2. No 66 82.50%
As per above table we can observe 17.50% consumers switch their products
if they got profitable schemes from another brands.
90
80
70
60
50
No of Respondents
40 Percentage%
30
20
10
0
Yes No
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1. Family 27 33.75%
2. Friends 7 8.75%
3. Advertisements 16 20%
4. Schemes 11 13.75%
5. Self 19 23.75%
Total 80 100%
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40
35
30
25
20
15 No of Respondents
Percentage%
10
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CHAPTER 5
FINDING OF THE PRESENT
STUDY
THE FINDING OF THE PRESENT REVEALED THE FOLLOWING
The study reveals that 39.09 percent of the respondents prefer Surf Excel, 16.36
percent of the respondents prefer Arial, 14.54 percent of the respondents prefer
Rin, 13.63 percent of the respondents prefer Tide and 4.54 percent of the
respondents prefer Sepctra, maximum are satisfied with the brand they are using
Surf Excel. 20% respondents have influence of advertisements to their choice
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SUGGESTIONS
SUGGESTIONS:
1) The all detergent brands organization in Jammu city need to promote their
products on price plank without compromising quality of product.
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CONCLUSION
CONCLUSION
The respondents are much aware about the household care. In FMCG
includes all consumable household care items which people buy at regular basis for
everyday use. The detergent and soaps is most common & needed on daily basis
for cleaning clothes in whole world. Now days detergent market is grown up
because consumer much aware about cleaning. Detergent and soaps organization
presents their new improved products which contain all required features by the
consumers. Detergent is demanded from both rural & urban areas. The consumers
of Jammu city purchase detergent for monthly use which depends on gentle
washing of tough stains, quality, safety, fragrance, packaging & most of
advertisement of brand. The most of the consumers use Surf Excel, Aerial & Rin
for cleaning office ware which are very expensive but consumers believes in
detergent quality. The some consumers use spectra which is economy type of
detergent, soaps & good for cleaning regular clothes. The consumer which are not
satisfied with current detergent brand, switch current brand with another brand for
satisfaction. The all consumers behavior of purchasing detergent brand affected by
the various factors which are family’s choice, brand advertisement on Television,
Radio, Newspaper etc., various schemes like various discounts, offers, coupons
etc. & their self-need satisfaction. The detergent brand organization of Jammu city
need to analyze consumer buying behavior continuously to understand their
expectations & makes changes in organization marketing policies to retain &
attract more customers towards them.
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1. The research period was a short period to carryout study with almost
precautions.
2. Sometime the respondents are not available at their place.
3. Very often the responded do not express their true feelings, in such case
their habit, preference, practice cannot be assessed correctly.
4. Some of the respondents refuse to give the important information best
known to them.
However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.
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BIBLIOGRAPHY
1. .
Websites
1. http://en.wikipedia.org/wiki/Consumer_behaviour
2. http://www.businessdictionary.com/definition/consumer-buying-
behavior.html
3. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
4. www.google.com
5. http://en.wikipedia.org/wiki/detergent_powder#p-search
ANNEXURE
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QUESTIONNAIRES
1. Education
a. Illitaretae
b. School up to4
c. School upto 5-9
d. College but not graduate
e. Graduate
f. Pg professional
2. Monthly Income
a. Upto 5000
b. 5001-15000
c. 15001-25000
d. 25000 and above
3. Occupations:
a. Service
b. Profession
c. Business
d. Retired
e. Any other
4. Which detergents and soap uses
a. Surf excel
b. Arial
c. Rin
d. Tide
e. Spectra
f. Any other
5. How particular deteregent and soaps prefernce reason
a. Overall good product
b. Overall past good experience
c. Other good experince
d. Overall good quality in low price
e. Better distribution channel
6. When it use
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a. Weekly
b. Monthly
c. Any other
7. Basic requirements for detergents while purchase it.
a. Cleanness
b. Fragrance
c. Harmfulness to clothes
d. Hamrfulness to hand
e. Cost
f. Packaging
g. Any other
8. Swirtching on product
a. Yes
b. No
9. Influence of advertisement and packaging
a. Cost
b. Fragances
c. Soft to hand as well as clothes
10. Awareness harmfulness of detergent on health
a. Yes
b. No
11. Preference of purchase as per available distribution channels
a. Departtmental store
b. Super Market
c. Convenient store
d. Kirana store
12. Reason for making preferred store
a. For discount
b. Variety
c. Service
d. Proximity
e. Ambience
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