Research Report On

Usage pattern of Toilet Cleaners in Rural Areas

Submitted by
Rakesh Agarwal Rohan Wilson Dias Sushmitha Sapaliga Vishranth Shetty Victoria Merlin

Submitted To
Prof. Sudhir. M Assistant Professor J.K.S.H.I.M

Justice K.S.Hegde Institute Of Management, Nitte

May 2011-12

DECLARATION
We, hereby, declare that this project report entitled Usage pattern of Toilet Cleaners in Rural Areas. is an original and bonafide work carried out by us under the guidance of Prof. Sudhir M, Assistant Professor, Justice K. S. Hegde Institute of Management, NMAMIT, Nitte in partial completion of our project for second semester.

Place: Nitte Date:

Rakesh Agarwal Rohan Wilson Dias Sushmita Sapaliga Victoria Vishranth Shetty

Table of Contents
Chapter No List of tables List of graphs Executive summary Design of the study 1.1 Introduction 1.2 Statement of the problem 1 1.3 Objectives 1.4 Scope 1.5 Methodology 1.5 Limitations 2 3 4 5 Industry profile Data analysis and interpretation Summary of findings Conclusion 34 5 13 14 15 Particulars Page No. (i) (ii) (iii) 12

List of Tables
Table No 3.1 3.2 3.3 3.4 3.5 3.6 Title The brands preferred in different places Brands preferred by different income group The different purpose of usage The different mode of awareness Place of purchase Preferences Page No 5 7 9 9 11 12

List of Graphs
Graph No 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Title The usage of different brands Income pattern of the respondents Price range preferred by respondents Different mode of awareness Place of purchase The different preferences Opinion regarding small sachets Page No 6 7 8 10 11 12 13

Executive summary
With Indian consumers becoming more knowledgeable about products in toilet care that are used by western consumers and as their level of disposable income increases, manufacturers in toilet care have been encouraged to introduce new brand extensions and new product formats. For example, in 2008, Hindustan Unilever Ltd introduced Domex Toilet Rim Block, a new product in rim blocks, then in 2009 Reckitt Benckiser (India) Ltd introduced new fragrance extensions, Rose and Orange, under its Harpic brand. Toilet cleaners have gained importance because people are more concerned about cleanliness and hygiene in their houses. The consumers are more particular about the brand of the toilet cleaner used. Hence, our study focuses on the choice, preference and the usage pattern of the toilet cleaners in rural areas. Study is being conducted in the areas such as Nitte, Kalya, Karkala, Mangalore, Puttur, Bajpe and Belman. Survey was conducted to collect the data required for our study. Questionnaires were administered on women between the age group 18-70 who are our respondents. The study shows that people in rural areas are aware of the toilet cleaners, price and family income plays important role in the purchase of toilet cleaners and they are purchased from nearby shops as they are in rural areas. Also, the respondents use these mainly for the purpose of cleaning the toilets rather than using it for hygiene or fragrance. Another objective is to understand the distribution pattern of the toilet cleaners. Though the branded toilet cleaners are easily available in urban areas in supermarkets but in rural areas the distribution channel is not effective. Hence, the players of local brands tend to attract the rural masses. The objective of the study is to analyze the effectiveness of the various promotion measures. The famous advertisement of Harpic which shows the testing of product in the houses on the people and asking for their feedback helps us to study whether these kind of advertisements in effective enough to influence the people to buy the produce. At the same time, the local brands do not invest much amount in promotion. These brands are easily available in retail shops and the shop owner itself promotes the products and in rural areas the famous promotion tool, word of mouth is most effective. Innovation by introducing the toilet cleaner is sachets like that of shampoo is one such idea in order to cater to the rural people. This objective will help us to understand whether such innovation is useful for the consumers and is cost effective.

Bibliography
y Management paradise.com, Harpic: Ready For The Challenge? Haar Aur Pic.......HARPIC! accessed at http://bullshitthoughts.wordpress.com/2010/08/11/substitute-products-and-pricingstrategy/ y Euromonitor International Toilet care in India accessed at http://www.euromonitor.com/toiletcare?id=1&pageSizes=10&sortBy=1&fs[0].Code=IN&fs[0].Group=geography&fs[0 ].Name=India&fs[0].hasChildren=False&fs[0].Expanded=False&fs[0].Type=Child y Household Cleaner Market in India accessed at http://fmcgmarketers.blogspot.com/2008_07_01_archive.html y KIT: The toilet cleaner market in India - Technopak Advisors accessed at http://www.business-standard.com/india/news/kittoilet-cleaner-market-inindia/407853/