FIELD STUDY REPORT

On
“A Study on Consumer Behavior on Surf Excel
Detergent Powder In Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration (Professional)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Ananta Soni
BBA 3rd Sem
Roll No- 1170671057

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION
I hereby declare that the project work entitled of “A Study on Consumer Behavior on

Surf Excel Detergent Powder In Lucknow City” submitted to the BABU BANARASI

DAS UNIVERSITY, is a record of an original work done by me under the guidance of

Mr. Vimal Chandra Verma (College Guide) and this field work is submitted in the

partial fulfillment of BBA.

Ananta Soni

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 ACKNOWLEDGEMENT

No field work ever reflects the efforts of a single individual. The report owes its existence

to the constant support and guidance of a number of people. I am grateful to all of them.

I would like to thank all the respondents for giving their valuable time and providing

useful insight into finer aspects of retailing and the latest trends.

I am also grateful to all those who have either directly or indirectly contributed towards

the completion of the project, for their support and encouragement.

Ananta Soni

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 PREFACE

I have put my sincere efforts to accomplish my objectives within the stipulated time.

Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my

optimum potential to achieve desired goals. I am presenting this hand carved effort. I

tried my level best to conduct a research to gain a thorough knowledge about the project

on topic, “A Study on Consumer Behavior on Surf Excel Detergent Powder In Lucknow

City”. I put the best of my efforts and have also tried to be justice with available. If

anywhere something is found unacceptable or unnecessary to the theme; you are

welcomed with your valuable suggestions.

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 TABLE OF CONTENT

1. Introduction

2. Company Profile

3. Objectives

4. Research Methodology

5. Data Analysis

6. Findings

7. Recommendations

8. Conclusion

9. Bibliography

10. Annexure
 INTRODUCTION

Market study is an essential process to develop the company collection of data,

analyzing, reporting of the data to specific situation to any marketing activities that the

company is facing with the increase in the competition & the development of various

marketing activities.

Marketing includes all the activities like promotion, distribution, advertising etc. To

fulfill the all segment of consumers. Marketing is also to convert social needs into

profitable opportunities. So this topic provides all the essentials to theoretical knowledge

with practical knowledge and to inculcate the efficiency. It is also requirement for the

company to improve their service and product quality for achieving their ultimate goal.

Modern marketing calls for more than developing a good product, pricing it

attractively & making it accessible to target customers. Organization also need to

communicate their present & potential customers to communicate their present

organization, develops an effective strategy with the aim of creating awareness,

developing knowledge, liking preference convictions among the organization target

audience with a view to convert them into prospective buyer.

This project report endeavors to study of “Studying the consumer behavior on

Surf Excel detergent powder to know its demand among brand category”

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CONSUMER BEHAVIOR:

"The study of individuals, groups, or organizations and the processes they use to select,

secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and

the impacts that these processes have on the consumer and society."

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

1) The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products, and retailers);

2) The psychology of how the consumer is influenced by his or her environment (e.g.,

culture, family, signs, media);

3) The behavior of consumers while shopping or making other marketing decisions;

4) Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

5) How consumer motivation and decision strategies differ between products that differ

in their level of importance or interest that they entail for the consumer; and

6) How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

Customer experience

Customer experience is the sum of all experiences a customer has with a supplier of

goods or services, over the duration of their relationship with that supplier. From

awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It

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can also be used to mean an individual experience over one transaction; the distinction is

usually clear in context.

Customer loyalty

Customer loyalty can be achieved in some cases by offering a quality product with a firm

guarantee. Customer loyalty is also achieved through free offers, coupons, low interest

rates on financing, high value trade-ins, extended warranties, rebates, and other rewards

and incentive programs. The ultimate goal of customer loyalty programs is happy

customers who will return to purchase again and persuade others to use that company's

products or services. This equates to profitability, as well as happy stakeholders.

Some customers do a particular company a great service by offering favorable word of

mouth publicity regarding a product, telling friends and family, thus adding them to the

number of loyal customers. However, customer loyalty includes much more. It is a

process, a program, or a group of programs geared toward keeping a client happy so he or

she will provide more business.

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 COMPANY PROFILE

In the summer of 1888, visitors to the Kolkata harbour noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever Brothers".
With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to the
market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati

Manufacturing Company, followed by Lever Brothers India Limited (1933) and United
Traders Limited (1935). These three companies merged to form HUL in November 1956;
HUL offered 10% of its equity to the Indian public, being the first among the foreign
subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the
shareholding is distributed among about 360,675 individual shareholders and financial
institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India
Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an
international acquisition. The erstwhile Lipton's links with India were forged in 1898.
Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited was
incorporated.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever
fold through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked an

inflexion in HUL's and the Group's growth curve. Removal of the regulatory framework

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allowed the company to explore every single product and opportunity segment, without
any constraints on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In

one of the most visible and talked about events of India's corporate history, the erstwhile
Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993. In
1996, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture,
Lakme Unilever Limited, to market Lakme's market-leading cosmetics and other
appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold
its brands to HUL and divested its 50% stake in the joint venture to the company.

HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and
Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited
(UNL), and its factory represents the largest manufacturing investment in the Himalayan
kingdom. The UNL factory manufactures HUL's products like Soaps, Detergents and
Personal Products both for the domestic market and exports to India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on
the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari
General Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan
business from the UB Group and the Dollops Icecream business from Cadbury India.

As a measure of backward integration, Tea Estates and Doom Dooma, two

plantation companies of Unilever, were merged with Brooke Bond. Then in 1994, Brooke
Bond India and Lipton India merged to form Brooke Bond Lipton India Limited
(BBLIL), enabling greater focus and ensuring synergy in the traditional Beverages
business. 1994 witnessed BBLIL launching the Wall's range of Frozen Desserts. By the
end of the year, the company entered into a strategic alliance with the Kwality Icecream
Group families and in 1995 the Milkfood 100% Icecream marketing and distribution
rights too were acquired.

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 OBJECTIVES OF THE STUDY

1) To study the customer perception about Surf Excel detergent powder.

2) To understand the customer behavior towards detergent powder.

3) To suggest improvement (if any) based on customer feed-back.

4) To identify the level of customer satisfaction toward Surf Excel detergent powder

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 RESEARCH METHODOLOGY
RESEARCH:

Research and experimental development is formal work undertaken systematically to

increase the stock of knowledge, including knowledge of humanity, culture and society,

and the use of this stock of knowledge to devise new applications. It is used to establish

or confirm facts, reaffirm the results of previous work, solve new or existing problems,

support theorems, or develop new theories.

A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense

of the word, the definition of research includes any gathering of data, information and

facts for the advancement of knowledge.

METHODOLOGY:

The process use to collect information and data for the purpose of making business

decisions. The Methodology may include publication research, interviews, surveys and

other research techniques and could include both present and historical information.

It is well documented that building and maintaining positive brand equity with one‘s

consumer base is considered to be critical for long-term survival.

RESEARCH DESIGN:

Research design is the plan, structure and strategy if investigation conceived so as to

obtain answers to research questions and to control variances. A research design is the

specification of method and procedures for acquiring the information needed to

structure or reduce the problems.

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 Descriptive research:

The descriptive research includes surveys and fact finding enqueries of different kinds.
The major purpose of descriptive research is the description of the state of affairs as it
exists at present.

Cluster sampling:

It comes under probability sampling. Under this the total population is divided into a
number of relatively small divisions which are themselves cluster of still smaller unit and
then some of these cluster are selected randomly.

Sample universe: - All detergent users in Lucknow

Research design: - descriptive research

Sample frame: - Surf Excel detergent users

Sample unit: - Individual consumer

Sample technique: - Cluster sampling

Sample size: - 90 consumers

Area of survey: - Lucknow region

Data source:- The various source of information broadly divided in 2 categories.

(a) Primary source:-Source from where first hand information are gathered directly are
called primary source and information thus collected is called primary data. In case of the
above study the primary source was RETAILER & CONSUMERS.

(b) Secondary source:- The data that are collected for anther purposes are already
existing somewhere is called secondary data. With regard to my study the secondary
sources where records of the company. Magazines and papers.

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DATA COLLECTION METHOD

The following methods are widely used for collection data.

1) Survey method.

In the above –mentioned method. Survey and observation method was mainly
used for the undertaken topic. Survey method was mostly used for collection of data
through personal interview with the help of a framed questionnaire. . Consumers were
interviewed through questionnaire.

RESEARCH INSTRUMENT:- In this regard an instrument refers to means by which

research is conducted .

In this case of all the respondents’ questionnaire was used.

SAMPLING PLAN:

A sample size of 90 respondents was taken. The sampling unit was retailers and
consumers of Lucknow for which this sample size was considered a fair representative of
the above – mentioned area. The sample consisted of retailers spread over the entire area
of the distributor.

For analysis & interpretation of data the research used:-

Percentage = No of respondent
X 100
Total No of respondents

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 DATA ANALYSIS AND INTERPRETATIONS

1. Do you use detergent powder?

Yes No

85 5

Interpretation:

Most of the consumers are using detergent powder and very few use detergent cake.

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2. Which brand comes in your mind when you think of detergent powder?

Surf Excel 30
Tide 15
Ariel 32
Rin 10
Any other 3

3
10

30
Ariel
Tide
Surf-excel
Rin
Any other
32

15

Interpretation:

Surf-excel is the most popular detergent powder followed by Surf Excel detergent
powder.
Next comes tide which is mostly consumed by medium class people.

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3. Which factor is more important for you?

Quality 32
Price 26
Packaging 12
Quantity 20

20

32
Quality
Price
Packaging
12 Quantity

26

Interpretation:

Quality is the most important factor which influences a consumer to buy a particular
detergent powder followed by price. Company therefore should always enhance the
quality.

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4. While purchasing a detergent powder, what quantity do you usually go for?

500 gm 32
200 gm 25
1 kg 10
Sachet 23

Interpretation:

Most of the consumer buys 500 gm pack of Surf Excel detergent powder followed by
200 gm and sachet. This shows that consumers do not buy detergent in large packs. Also
the students prefer to buy sachet.

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5. How frequently do you buy a detergent powder?

Monthly 22
Weekly 38
Daily 10
Can’t say 20

Interpretation:

Large number of consumer buys detergent powder on weekly basis followed by monthly
basis. Very few customers are there who buy detergent daily.

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6. Can a good advertisement influence your buying decision?

Yes No

58 22

Interpretation:

A good advertisement definitely affects buying decision of consumer by creating an

image about the product. As it helps in positioning in the mind of the consumers.

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7. Which promotional activities affects you the most to buy Surf Excel
detergent powder?

Advertisement 32

Offers and schemes 38

Display 12

Any other 8

40

35

30

25
Advertisement
20 Offers and schemes
38
15 32 Display
Any other
10

5 12
8
0
Advertisement Offers and Display Any other
schemes

Interpretation:

Consumers are conscious of offer and scheme and look for extra benefit in the product
after that advertisement affects the most. Therefore the company should concentrate on
offer and schemes.

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8. Have you seen any promotional campaign of Surf Excel?

Yes No
38 52

Interpretation:

From the above graph it is clear that many detergent users have not seen any promotional
campaign of Surf Excel. Therefore company should conduct campaigns to create
awareness about Surf Excel brand.

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9. Are you satisfied with staining action of Surf Excel detergent powder?

Satisfied 32
Very satisfied 26
Neutral 22
Dissatisfied 10

Interpretation :
Most of the consumers are satisfied with the staining action of Surf Excel detergent
powder and veery few are there who are dissstisfied.. this shows the good quality about
the product.

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10. If you get extra benefit and offer in other brand (other than Surf Excel) would you
like to switch over ?

Yes 42
No 38
Can’t say 10

10

yes
42
No
can't say

38

Interpretation:

Many consumers say that they will switch to other brand if they will get extra benefit in
some other brand.

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 FINDINGS

1) Consumers today are very selective, they definitely look for quality in the products
which they are purchasing.

2) Consumer after purchasing the product and using it do evaluation the value they get
from the product (benefit upon cost)

3) Consumers are satisfied with the quality and staining action of Surf Excel detergent
powder.

4) Consumer are also looking extra benefits in the product.

5) Consumers are not buying large packs instead they are buying small quantities.

6) Consumer can switch to some other brand if they find some extra benefit in some other
brand.

7) Lack of promotional campaign for making the consumers aware about the benefits of
Surf Excel detergent powder.

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 RECOMMENDATIONS

The company should consider on the price of the product to increase the sales

The company should concentrate more on this market as the number of alternative

product is increasing.

Useful compliment should be given to attract customer.

If the company concentrate on the variety according to the consumers expectation and the

packing style it can improve its market and get the first in the detergent powder..

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 CONCLUSION
By the detailed study on the product and market of Surf Excel it was able to get a clear picture of

the Past & Present of the products and was able to get in to the assumptions about the future of the

product.

The Brand “Surf Excel “has a good and successful past and present in all the markets. It has

been sold successfully and has created a good demand all the time. It is also holding a good place in the

detergent market with a share of around 10% - 15%.As like for all other products Surf Excel is also facing

a tight Competition in the Detergent Market. Since the Competition is too strong the company has to keep

on watching the market closely for avoiding any sudden collapse for the product.

For surviving in the Competitive Market in the coming years HUL has to take lot of steps in

developing the Surf Excel Products by doing Researches and Analysis, Introducing Innovations and new

Technologies, Producing different varieties of products according to the taste of the consumers etc.

Finally, it should note that the company may have to face lot of threats in the coming years like,

Political Threats, Legislation Threats, on going Economic Crisis, Changing lifestyle of the people etc. If

the company is able to overcome all the Threats and can prepare themselves for facing the problems in

advance, it can achieve a good growth for “Surf Excel”

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 BIBLIOGRAPHY

Books:

1. Kothari C.R. Research Methodology, New age international publisher, New

Delhi, 2004

2. Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication, 12th

Edition, Delhi-2007

3. R. Shannon, and R. Mandhachitara,, “Casual path modeling of grocery shopping

in hypermarkets”, Journal of

4. Product and Brand Management, vol.17 no.5, 2008, pp 327-340.

5. P. V. Kenhove, and K. D. Wulf, “Income and time pressure: a person-situation

grocery retail typology”,

6. International Review of Retail, Distribution and Consumer Research, vol. 10 no.

2, 2000, pp. 149-166.

7. J. Dornbusch, “Shoppers get online for groceries- at home”, Boston Herald, April

1997, p.45.

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 QUESTIONNAIRE
1. Do you use Detergent Powder?

(a) Yes [ ] (b) No [ ]

2. Which brand comes first in your mind when you think of detergent powder?

(a) Surf Excel [ ] (b) Tide [ ]

(c) Surf Excel [ ] (d) Rin [ ]
e) Any Other [ ]

3. Which factor is more important for you?

(a) Price [ ] (b) quality

© Packaging [ ] (d) quantity

4. While purchasing a detergent powder, what quantity do you usually go

for?

(a) Sachet [ ] (b) 200 gm [ ]

(c) 500 gm [ ] (d) 1 kg [ ]

5. How frequently do you buy a detergent powder?

(a) Daily [ ] (b) Weekly [ ]

(c) Monthly [ ] (d) Yearly [ ]

6. Can a good advertisement influence your buying decision?

(a) Yes [ ] (b) No [ ]

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 7. Which promotional activities affects you the most to buy Surf Excel
detergent powder?

(a)advertisement (b) offer and schemes

© display (d) any other

8. Have you seen any promotional campaign of Surf Excel?

(a) Yes [ ] (b) No [ ]

9. Are you satisfied with staining action of Surf Excel detergent powder?

(a) Satisfied (b) very satisfied

© Neutral (d) dissatisfied

10. If you get extra benefit and offer in other brand (other than Surf Excel) would you
like to switch over?

(a) Yes [ ] (b) No [ ]

Would you suggest improvement in the product?

………………………………………………………………………………………………
…
………………………………………………………………………………………………
…

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