MARKET RESEARCH

ADITYA – 18
MILAN – 20
HEMANG – 21
SHEKHAR – 25
TEJASH – 35
UTKARSH VERNEKAR - 51
 Q1) DO YOU WASH YOUR CLOTHES AT HOME? FREQUENCY PERCENTAGE

YES 120 100.00%

NO 0 0%

0%

YES
NO
100%

Here all the 120 respondents who wash their clothes at home so that’s why the ‘YES’ option
has a 100% response.

Q2) DO YOU USE SURF? FREQ. PERCEN.

YES 90 75%

NO 30 25%

100
90
80
70
60
50
40
30
20
10
0
YES NO

Here out of 120 respondents 26 are using surf and the remaining 30 don’t use surf as their
detergent so here majority of the people are saying YES which is 75% and the people who
are saying NO which comes to 13%.
Q3) IF SURF, WHICH SUB BRAND DO YOU USE FREQ. PERCEN.

SURF EXCEL QUICK WASH POWDER 18 20%

SURF EXCEL MATIC TOP LOAD POWDER 12 13%

SURF EXCEL MATIC FRONT LOAD POWDER 5 6%

SURF EXCEL TOP LOAD LIQUID 4 4%

SURF EXCEL FRONT LOAD LIQUID 2 2%

SURF EXCEL EASY WASH 17 19%

SURF EXCEL LIQUID DETERGENT 3 3%

SURF EXCEL BAR 3 3%

SURF EXCEL QUICK WASH POWDER,SURF EXCEL MATIC 2 2%

WASH POWDER
SURF EXCEL QUICK WASH POWDER,SURF EXCEL FRONT 4 4%
LOAD LIQUID

SURF EXCEL QUICK WASH POWDER,SURF EXCEL EASY 2 2%

WASH

SURF EXCEL MATIC TOP LOAD POWDER,SURF EXCEL TOP 1 1%

LOAD LIQUID

SURF EXCEL MATIC FRONT LOAD POWDER,SURF EXCEL 1 1%

EASY WASH

SURF WXCEL QUICK WASH POWDER,SURF EXCEL TOP 3 3%

LOAD LIQUID

SURF EXCEL EASY WASH,SURF EXCEL LIQUID 2 2%

DETERGENT, SURF EXCEL BAR

SURF EXCEL QUICK WASH POWDER,SURF EXCEL MATIC 1 1%

TOP LOAD POWDER

SURF EXCEL MATIC TOP LOAD POWDER,SURF EXCEL 4 4%

EASY EASH

SURF EXCEL MATIC TOP LOAD POWDER, SURF EXCEL 1 1%

LIQUID DETERGENT

SURF EXCEL QUICK WASH POWDER, SURF EXCEL MATIC 1 1%

TOP LOAD POWDER,SURF EXCEL TOP LOAD LIQUID,SURF
EXCEL LIQUID DETERGENT
 SURF EXCEL MATIC FRONT LOAD POWDER,SURF EXCEL 1 1%
FRONT LOAD LIQUID

SURF EXCEL EASY WASH,SURF EXCEL LIQUID 1 1%

DETERGENT

SURF EXCEL EASY WASH, SURF EXCEL BAR 1 1%

SURF EXCEL QUICK WASH,SURF EXCEL TOP LOAD 1 1%

LIQUID,SURF EXCEL FRONT LOAD LIQUID

During the research it was found that out of 90 respondents who use Surf and Sub brands of
surf as their detergent:

So majority of the respondents which is 18 respondents which comes to 20% are using Surf
Excel Quick Wash and the second highest used sub brand is Surf Excel Easy Wash which is
used by 17 respondents that comes to a percentage of 19%.

Q4) WHAT INFLUENCE YOUR DECISION WHILE BUYING FREQ. PERCEN.

SURF?

WHITNESS 7 8%

LATHER 2 2%

EASY ON HANDS 10 11%

EASY ON FABRIC 7 8%

STAIN REMOVAL 33 37%

ANY OTHER 1 1%

EASY ON HANDS,STRAIN REMOVAL 7 8%

STRAIN REMOVAL,ANY OTHER 2 2%

WHITENESS,STRAIN REMOVAL 7 8%

EASY ON FABRICS,STRAIN REMOVAL 4 4%

WHITENESS,EASY ON HANDS,EASY ON FABRIC,STRAIN 6 7%

REMOVAL

WHITENESS,LATHER,EASY ON HANDS,EASY ON 1 1%
FABRIC,STRAIN REMOVAL

WHTIENESS,LATHER 1 1%

EASY ON HANDS,EASY ON FABRIC 1 1%

 WHITENESS,EASY ON HANDS,EASY ON FABRIC 1 1%

WHITENESS,EASY ON HANDS,EASY ON FABRIC

WHTIENESS,LATHER

WHITENESS,EASY ON HANDS,EASY ON FABRIC,STRAIN…

WHITENESS,STRAIN REMOVAL

EASY ON HANDS,STRAIN REMOVAL

STRAIN REMOVAL

EASY ON HANDS

WHITENESS
0 5 10 15 20 25 30 35

During the research it was discovered that these 90 respondents are influenced by various the
reasons while making their purchase decision. Number of people who are influenced for
various reasons are:

Majority of the people’s purchase decision here is influenced by the reason being Stain
Removal which comes to 37% that is 33 respondents

Q5) HAVE YOU SEEN AND PROMOTIONAL CAMPAIGN OF FREQ. Per.

SURF?

YES 80 89%

NO 10 11%

90
80
70
60
50
40
30
20
10
0
YES NO

Here out of 90 respondents who are using surf 80 respondents have seen their Promotional
campaigns which comes to 89% and 10 respondents have not seen the promotional campaigns
which comes to 11%.
 IF YES, WHICH ONE DO YOU LIKE THE MOST FREQ. PERCEN.

POUR RUB POUR 28 35%

GHULE GHULE 25 31%

DAAG ACCHE HAI 14 18%

RANG LAYE SANG 3 4%

ANY OTHER 0 0%

POUR RUB POUR,DAAG ACCHE HAI 3 4%

GHULE GHULE,DAAG ACCHE HAI 2 3%

POUR RUB POUR,GHULE GHULE 3 4%

POUR RUB POUR,DAAG ACCHE HAI 2 3%

POUR RUB POUR,DAAG ACCHE HAI

POUR RUB POUR,GHULE GHULE
GHULE GHULE,DAAG ACCHE HAI
POUR RUB POUR,DAAG ACCHE HAI
ANY OTHER
RANG LAYE SANG
DAAG ACCHE HAI
GHULE GHULE
POUR RUB POUR

0 5 10 15 20 25 30

The above data represents which promotional campaign of surf, the respondents like the most
the results are as follows:

Majority of the respondents here like Pour Rub Pour which is 35% which comes to 10 people
out of 80 people who have seen the promotional campaigns and the second highest most liked
promotional campaign is Ghule Ghule which is seen by 25 respondents which comes to 31%
and the third most liked campaign is Daag Acche Hai which is been seen by 14 respondents
that comes to 18%

Q6) DO THE VARIOUS SCHEME ASSOCIATE WITH SURF FRE. PER.

AFFACT YOUR PURCHASE?

YES 33 37%

NO 57 63%
 60
50
40
30
20
10
0
YES NO

The above data tells us that out of 90 respondents who use surf 33 of them are affected by the
various schemes associated with surf during their purchase which come to 37% and the rest
63% which is 57 respondents are not affected by it. So majority of the respondents here are not
affected by the various schemes associated with surf

Q7) WOULD YOU SUGGEST ANY CHNAGES FOR SURF IN FRE. PER.
FOLLOWING FIELDS?

AVAILABILITY IN DIFFERENT QUANTITIES 15 17%

STYLE OF PACKAGING 22 24%

MORE SCHEMES TO BE ASOCIATED WITH THE BRAND 8 9%

PRICING 38 42%

ANY OTHER 1(Organic),1(SMELL) 2 2%

NO SUGGESTION 5 6%

40
35
30
25
20
15
10
5
0
AVAILABILITY IN STYLE OF MORE SCHEME TO PRICING ANY OTHER NO SUGGESTION
DIFFERENT PACKAGING BE ASSOCIATED
QUANTITIES WITH THE BRAND

The above data represents the suggestions for any changes in Surf, made by the people in the
following fields:

So majority of the people here are suggesting a change in pricing which is 42% that is 38
respondents out of 90 respondents.
 Q8) WHY NOT SURF? FRE. PER.

PRICE 11 37%

QUALITY 5 17%

PACKAGING 1 3%

FEWER SCHEMES AS COMPARED TO OTHER BRANDS 2 7%

ANY OTHER 6 20%

PRICE & PACKAGING 3 10%

PRICE,QUALITY 1 3%

PRICE,FEWER SCHEMES AS COMPARED TO OTHER BRAND 1 3%

12

10

The above data tells us why out of 120 respondents 30 respondents are not using surf:

So majority of the people here are not using surf because of price which comes 37% that are
11 respondents

Q9) WHICH DETERGENT DO YOU USE MOST FREQUENTLY? FRE. PER.

ARIEL 6 5%

NIRMA 1 1%

WHEEL 3 3%

RIN 3 3%

TIDE 9 8%
HENKO 2 2%

MR. WHITE 0 0%

GHADI 1 1%

SHAKTI 0 0%

FENA 1 1%

UJALA 1 1%

CYCLONE 0 0%

GODREJ 0 0%

PATANJALI HERBAL WASH 2 2%

ANY OTHER – SURF 16 13%

WHEEL,TIDE 8 7%

TIDE,PATANJALI HERBAL WASH 4 3%

ARIEL,SURF 1 1%

WHEEL,TIDE,SURF 1 1%

NIRMA,RIN,PATANJALI HERBAL WASH 1 1%

WHEEL,RIN,TIDE,UJALA 1 1%

ARIEL,NIRMA,WHEEL,RIN,TIDE 1 1%

NIRMA,RIN 2 2%

NIRMA,PATANJALI HERBAL WASH 1 1%

NIRMA,TIDE 3 3%

RIN,TIDE 8 7%

ARIEL,WHEEL,MR. WHITE 1 1%

NIRMA,RIN,TIDE 1 1%

WHEEL,RIN,TIDE 2 2%

MR. WHITE,ULAJA,PATANJALI HERBAL WASH 1 1%

ARIEL,NIRMA,WHEEL,RIN,TIDE,SHAKTI 1 1%

WHEEL,FENA 1 1%

RIN,UJALA 2 2%
 ARIEL,TIDE 3 3%

TIDE,UJALA 2 2%

HENKO,GHADI 1 1%

ARIEL,WHEEL 1 1%

ARIEL,RIN,TIDE 1 1%

HENKO,GHADI,PATANJALI HERBAL WASH 1 1%

NIRMA,RIN,TIDE,PATANJALI HERBAL WASH 1 1%

ARIEL,NIRMA,TIDE,PATANJALI HERBAL WASH 1 1%

ARIEL,NIRMA,WHEEL,RIN 1 1%

ARIEL,NIRMA 1 1%

ARIEL,RIN,TIDE 2 2%

ARIEL,SHAKTI 1 1%

SHAKTI,UJALA 1 1%

ARIEL,TIDE,FENA 1 1%

ARIEL,TIDE,PATANJALI HERBAL WASH 2 2%

ARIEL,TIDE,SURF 1 1%

NIRMA,TIDE,UJALA 1 1%

RIN,TIDE,UJALA,SURF 1 1%

WHEEL,RIN,TIDE,FENA,UJALA 1 1%

ARIEL,RIN,TIDE,MR. WHITE,SHAKTI,UJALA 1 1%

NIRMA,WHEEL,TIDE 1 1%

NOT ANSWERED 9 8%

The above data tells us the Frequently Used Detergent by 111 respondents:

Here majority of the respondents are frequently using Surf as their detergent which comes to
16 respondents that is 13% and the second most frequently used detergent is Tide which is
used by 9 respondents that comes to 8%
Q10) WHAT INFLUENCES YOU TO BUY YOUR PREFERED FRE. PER.
BRAND?

FRIENDS 4 3%

NEIGHBOURS 10 8%

ADVERTISMENTS 43 36%

SELF EXPERIENCE 44 37%

ANY OTHER 0 0%

ADVERTISMENTS & SELF EXPERIENCE 1 1%

FRIENDS,SELF EXPERIENCE 1 1%

ADVERTISEMENTS & SELF EXPERIENCE 12 10%

NEIGHBOURS, ADVERTISEMENTS, SELF EXPERIENCE 1 1%

NEIGHBOURS, SELF EXPERIENCE 3 3%

NEIGHBOURS, ADVERTISEMENTS 1 1%

50
45
40
35
30
25
20
15
10
5
0

The above data represents what influences the 30 respondents to buy their preferred brand of
detergent.

So here majority of the respondents are influenced by Self Experience to buy their preferred
brand which comes to 44 respondents that is 37% and the second most influential factor is
Advertisement which influences 43 respondents that comes to 36%.
 Q11) WHILE PURCHASING A DETERGENT WHAT QUANTITY FRE. PER.
DO YOU USUALLY GO FOR?

LESS THAN 1KG 25 21%

1-2 KG 50 42%

2-3 KG 29 24%

3-4 KG 5 4%

MORE THAN 4KG 6 5%

LESS THAN 1KG, 1-2KG 2 2%

3-4KG, MORE THAN 4KG 3 3%

60

50

40

30

20

10

0
LESS THAN 1KG 1-2KG 2-3K 3-4KG MORE THAN LESS THAN 1KG, 3-4KG, MORE
4KG 1-2KG THAN 4KG

The above data represents which quantity of detergent do the respondents usually go for
while purchasing:

Majority of the people here are buying 1-2 kg of detergent which comes to 50 respondents that
is 42% and the second highest bought quantity is 2-3kg which are bought by 29 respondents
that comes to 24% and the third highest quantity bought is of Less than 1kg which are bought
by 25 respondents that comes to 21%.
 Q12) HOW FREQUENTLY DO YOU PURCHASE DETERGENT? FRE. PER.

ONCE A WEEK 24 20%

ONCE A FORTNIGHT 28 23%

ONCE A MONTH 52 43%

ONCE IN TWO MONTH 12 10%

ONCE A WEEK, ONCE A FORTNIGHT 2 2%

ONCE A WEEK, ONCE A MONTH 1 1%

ONCE A FORTNIGHT, ONCE A MONTH 1 1%

60

50

40

30

20

10

0
ONCE A WEEK ONCE A ONCE A ONCE IN TWO ONCE A WEEK, ONCE A WEEK, ONCE A
FORTNIGHT MONTH MONTH ONCE A ONCE A FORTNIGHT,
FORTNIGHT MONTH ONCE A
MONTH

The above data shows how frequently do the respondents purchase detergent:

Majority of the respondents here are purchasing their detergent once a month which comes to
52 respondents that is 43%. the second highest number of respondents here are buying
detergent Once A Fortnight which comes to 28 respondents that is 23% and the third highest
number of respondents are buying Once a Week which come to 24 respondents that is 20%.

Q13) YOU PREFER YOUR DETERGENT IN? FRE. PER.

SACHETS ( 10GM, 20GM, 50GM ETC.) 7 6%

PACKETS 75 63%

JARS 19 16%

BIGGER CONTAINERS 13 11%

 ANY OTHER 0 0%

SACHETS (10GM, 20GM, 50GM ETC.) AND PACKETS 2 2%

PACKETS, JARS 3 3%

JARS, BIGGER CONTAINERS 1 1%

80
70
60
50
40
30
20
10
0
SACHETS PACKETS JARS BIGGER ANY OTHERS SACHETS PACKETS, JARS, BIGGER
(10GM, CONTAINERS (10GM, JARS CONTAINERS
20GM, 50GM 20GM, 50GM
ETC.) ETC.) AND
PACKETS

The above data represents what packaging style do the respondents prefer their detergents in:

Most of the people here prefer their detergents in Packets which is 75 respondents that comes
to 63%. The second highest number of respondents which is 19 respondents that comes to
16% prefer their detergent in Jars.

Q14) IF YOU’RE PREFFERED DETERGENT IS NOT FIRST SECOND

AVAILABE, YOU GO FOR? CHOICE
CHOICE

FRE. FRE.

ARIEL 21 11

NIRMA 12 11

WHEEL 11 11

RIN 13 11

TIDE 31 19

HENKO 5 0

MR. WHITE 3 0
 GHADI 2 2

SHAKTI 4 2

FENA 2 2

UJALA 4 4

CYCLONE 0 0

GODREJ 0 2

PATANJALI 7 6

ANY OTHER 0 2

The above data represents the responses of the respondents where they have said what detergent
they go for if their preferred detergent is not available that is First Choice and even after that
First Choice is not available then what is their Second Choice

Majority of the respondent’s first choice is Tide that is 31 respondents and for second choice
it is again Tide which is 6 people

Q15) DO YOU KEEP A STOCK OF DETERGENT IN YOUR HOME? FRE. PER.

YES 87 73%

NO 33 28%

100
90
80
70
60
50
40
30
20
10
0
YES NO

The above data tells us how many people keep a stock of detergent in their houses the response
is 87 people keep a stock of detergent in their house that comes to 73.00% and the remaining
33 people don’t keep a stock of detergent in their house which comes to 28.00%.

Q16) MOST PREFFERED DETERGENT AMONG THE PEOPLE FRE PER

YOU KNOW?

ARIEL 8 8%

NIRMA 5 5%
WHEEL 2 2%

RIN 1 1%

TIDE 15 15%

HENKO 3 3%

MR. WHITE 0 0%

GHADI 0 0%

SHAKTI 0 0%

FENA 0 0%

UJALA 0 0%

CYCLONE 0 0%

GODREJ 0 0%

PATANJALI HERBAL WASH 14 14%

ANY OTHER 3 3%

WHEEL & PATANJALI HERBAL WASH 1 1%

WHEEL & GHADI 1 1%

GHADI & UJALA 1 1%

TIDE & PATANJALI HERBAL WASH 2 2%

RIN & TIDE 5 5%

ARIEL & PATANJALI HERBAL WASH 2 2%

ARIEL & WHEEL 1 1%

WHEEL, UJALA & PATANJALI HERBAL WASH 4 4%

ARIEL, RIN & TIDE 4 4%

RIN, PATANJALI HERBAL WASH & ANY OTHER 2 2%

ARIEL, NIRMA, TIDE & PATANJALI HERBAL WASH 1 1%

NIRMA & WHEEL 1 1%

NIRMA & TIDE 1 1%

WHEEL & RIN 2 2%

WHEEL, ANY OTHER & TIDE 2 2%

 WHEEL, ANY OTHER & UJALA 1 1%

NIRMA, RIN, TIDE & MR. WHITE 1 1%

NIRMA, WHEEL, RIN, TIDE & PATANJALI HERBAL WASH 1 1%

GHADI & PATANJALI HERBAL WASH 1 1%

UJALA & PATANJALI HERBAL WASH 1 1%

CYCLONE & PATANJALI HERBAL WASH 1 1%

MR. WHITE & FENA 1 1%

WHEEL, RIN & GHADI 1 1%

NIRMA, WHEEL & RIN 1 1%

ARIEL, NIRMA, RIN, TIDE & UJALA 1 1%

ARIEL & TIDE 1 1%

ARIEL & UJALA 1 1%

RIN & GHADI 1 1%

RIN & PATANJALI HERBAL WASH 1 1%

TIDE & ANY OTHER 1 1%

ARIEL, WHEEL & TIDE 1 1%

WHEEL, TIDE & FENA 1 1%

NIRMA, WHEEL, RIN, TIDE, FENA,UJALA &GODREJ 1 1%

The above data represents most preferred detergent among the people the Respondents know.

Majorly preferred brands among the people the respondents know is Tide which come to 15
respondents that comes to 15%.

SOMETHIMG ABOUT YOU

Q2) GENDER FRE PER

MALE 43 36%

FEMALE 77 64%
 90
80
70
60
50
40
30
20
10
0
MALE FEMALE

Among all the 120 respondents 77 were Female that comes to 77% and 43 are Male that
come to 36%

Q3) AGE GROUP FRE PER

LESS THAN 25 28 23%

25-34 YEARS 36 30%

35-44 YEARS 40 33%

45 AND ABOVE 16 13%

45
40
35
30
25
20
15
10
5
0
LESS THAN 25 25-34 YEARS 35-44 YEARS 45 & ABOVE

The above data shows the Age group of all the respondents:

The majority of the respondents here are between the age group of less than 35-44 years of
age

Q5) OCCUPATION FRE PER

HOUSEWIFE 37 31%

BUSINESS 14 12%

STUDENT 26 22%
 RETIRED 2 2%

WORKING 41 34%

45
40
35
30
25
20
15
10
5
0
HOUSEWIFE BUSINESS STUDENT RETIRED WORKING

The above data tells us the different occupations of the 30 respondents:

The majority of the respondents here are working which is 41 respondents that comes to 34%

Q6) DO YOU OWN A WASHING MACHINE FRE PER

YES 84 70%

NO 36 30%

90
80
70
60
50
40
30
20
10
0
YES NO

The above data tells us how many people own a washing machine and how many don’t:

84 people here own a washing machine which is 70% and 11 don’t that comes to 30%

IF YES THAN TICK WHICHEVER APPLICABLE FRE PER

FRONT LOAD- AUTOMATIC 24 29%

TOP LOAD- AUTOMATIC 32 38%

TOP LOAD- SEMI AUTOMATIC 27 32%

 FRONT LOAD - AUTOMATIC & TOP LOAD SEMI 1 1%
AUTOMATIC

35
30
25
20
15
10
5
0
FRONT LOAD - AUTOMATIC TOP LOAD - AUTOMATIC TOP LOAD - SEMI FRONT LOAD - AUTOMATIC
AUTOMATIC & TOP LOAD SEMI
AUTOMATIC

From the above data it is found out that:

32 people use Top Load – Automatic Washing Machine, which is the majority here that
comes to 38%.

Q7) WHO WASHES THE CLOTHES IN YOUR HOUSE? FRE PER

YOURSELF 69 58%

MAID 8 7%

ANY OTHER 23 19%

-WIFE 2 2%

-MOTHER 4 3%

-EVERYONE 1 1%

YOURSELF & WIFE 1 1%

YOURSELF&MOTHER 5 4%

YOURDELF&HUSBAND 1 1%

MAID & WIFE 1 1%

YOURSELF & MAID 1 1%

YOURSELF,MOTHER & WIFE 4 1%

The above data tells us who washes the clothes in the houses of the respondents:

Majority of the respondents here wash their own clothes that is 69 respondents which comes
to 58.00%
 Q8) HOW MANY MEMBERS ARE THERE IN YOUR HOUSE? FRE PER

1 MEMBER 1 1%

2MEMBERS 3 3%

3MEMBERS 21 18%

4MEMBERS 45 38%

5MEMBERS 32 27%

6MEMBERS 9 8%

7MEMBERS 3 3%

8MEMBERS 4 3%

9MEMBERS 0 0%

10MEMBERS 2 2%

The above data tells us the number of family members each of the respondents has in their
house:

Majority of the respondents that is 45 respondents have 4 members in their family which
come to 38%

Q9) MONTHLY INCOME GROUP FRE PER

LESS THAN 10,000 3 3%

10,000 – 20,000 45 38%

20,000 – 30,000 40 33%

30,000 – 50,000 27 23%

50,000 – 75,000 4 3%

75,000 AND ABOVE 1 1%

50
45
40
35
30
25
20
15
10
5
0
LESS THAN Rs. 10,000-20,000 20,000-30,000 30,000-50,000 50,000-75,000 75,000 & ABOVE
10000
The above data tells us the monthly income group of all the 30 respondents:

So here majority of the respondents have an income group of 10,000-20,000 that is 45

respondents which comes 38%

Conclusion
The most commonly used detergent in all four Villages is Surf because out of all the 120
respondents 90 respondents which is a majority use Surf as their Detergent to wash their clothes
which can be seen in the response of Question Number 2 of all the villages

Majority of the respondents say that they are influenced by Self Experience when they buy a
particular brand of detergent which come to 44 respondents out of 120 respondents and 43 of
them which is the second highest say that they are influenced by the Advertisements when they
buy a particular brand of detergent. Again another 7 respondents say that they are influenced
by neighbors when they buy a particular brand of detergent.

By looking at the responses of Question Number 5 it is proved that the market penetration of
Surf is high because out of 90 respondents who are using surf 80 of them of them have seen
and remembered the Promotional Campaigns of Surf which is also the majority of the
respondents and also it is high because again the majority of the respondents are using surf
which is 90 respondents out of 120 respondents.

The customer need for Surf will be Reduction in Prices of their products because the data from
Question Number 7 suggest that the majority of the respondents want a change in Pricing which
comes to 38 respondents out of 90 respondents and the second need is change in the style of
packaging which is suggested by 22 the of the respondents out of 90 respondents which is the
second highest frequency