“TO STUDY THE CONSUMER BUYING BEHAVIOUR”

FOR
DETTOL ANTISEPTIC LIQUID
MASTER IN MARKETING MANAGEMENT (MMM)
UNIVERSITY OF MUMBAI
SUBMITTED TO
SINHGAD INSTITUTE OF BUSINESS MANAGEMENT
CHANDIVALI
UNDER THE GUIDANCE OF
PROF. SHYAMKANT SURVE
Statement of Problem:

1. What is the reason consumers buy Dettol?

2. Why does Dettol enjoy maximum market share in the liquid antiseptic
market?

Significance of the Study

The significance of this project is to understand the consumer

behavior in terms of liquid antiseptic segment and to collect
data, analyze findings, and study the Consumer Behavior and
Brand Loyalty for ‘Dettol’ liquid antiseptic, trademark product
of FMCG conglomerate ‘Reckitt Benckiser’.
 INRODUCTION

“ Dettol started its journey as the cuts and wounds brand in the country. Over the years it has taken
over the role of protector from germs in every situation.

“It is a subsidiary of Reckitt Benkiser Plc which is the worlds No.1 company in household cleaning.

“ Dettol has major presence in home and personal care, surface care, fabric care, hygiene and
healthcare.

“ It is a brand which offers a set of rational and emotional benefits to consumer, who therefore
perceives it as ‚Doctor Friend‛ for their families.

“ Currently, it is a 900 crore Rupee Brand.

 OBJECTIVES OF THE STUDY:

 To study consumers’ perception of Brand Dettol and its rivals in the liquid antiseptic
segment
 To learn the key factors for a consumer in their purchasing decision – Brand Image vs.
Quality vs. Price
 To understand the type of brand loyalty Dettol enjoy in the liquid antiseptic market
 To learn the impact of advertising in the consumers’ decision to purchase Dettol
 To study how did market competition impact Dettol and what was the effect of Dettol’s
brand image in maintaining its market share
 SOURSES OF DATA COLLECTION:

Primary Data:-
Online customer survey through Questionnaire.
Survey among general public, family, and friends, of varied age
groups most of whom have been using Dettol.
Secondary data:-
Newspapers, Article,Dettol Website& Websites.
LIMITATIONS:

While working on this project the main limitation was time and also, living in Mumbai there was difficulty to visit rural areas
to personally understand their situation and attain feedback.
The survey would have been a more accurate tool if the ages of the population were uniformly spread out across all age
groups
 FINDING
• Findings from the survey conducted state that 44 (88%) respondents use Dettol, and fleeting
12% who didn’t their first preference was Savlon. It is the most popular alternative (54%)
mentioned by 66% of the respondents.
• Females (78%) were the decision making factors behind antiseptic purchase, out of which
54% are Mothers. As when it comes to taking care of family it’s always a Mother or Wife doing
so.
• Dettol is the first name that comes to consumers’ mind when they think of antiseptic liquid

• Consumers don’t buy this product that frequently , purchase in 2-3 months’ time •

• Mostly used on wounds •

• Brand name and hygiene factors affect the most of product purchase •

• Consumers think that dettol saves them from germs •

• TV and newspaper are the most reliable awareness source

 SUGGESTIONS
• Dettol antiseptic comes in glass bottle, it should be available in plastic bottle
only, since glass is breakable and dangerous for children.
• Can be priced low
• Dettol Sensitive – an option which doesn’t sting on cuts and wounds
• The odor of the Dettol Antiseptic is not good compared to Savlon. Thus the
odour needs to be revised
 CONCLUSION
We reached a conclusion that Dettol has immense brand awareness as a whopping 99% of the
surveyed consumers were aware of brand Dettol. An interesting fact was that even though 99%
of the consumers had heard of Dettol, only 94% of them had used it before.
Dettol also has a wide range of accessibility .
As expected we also found that a majority of the consumers, 88%, used Dettol for the purpose
of cleaning wounds and cuts.
Powerful brand image that Dettol has developed, that 67% of the sample population was
willing to try out a new range of Dettol products such as air fresheners, laundry detergents and
baby care products.
Dettol through years of dependability has built a level of trust within the customer and are in
prime position to utilize that trust.
Consumers aid in brand building
Consumers who identify with a brand tend to commit stronger to a brand and generate
positive word of mouth. The results show that consumers' identification fully mediates the
impact of value congruity on brand commitment. Today, if you’re not including consumers in
the process, you will be left behind