A Student Colloquium Report on
A Student Colloquium Report on
Consumer Behavior for
Consumer Behavior for
Deodorant
Deodorant
SUBMITTED BY:
SUBMITTED BY: GROUP 02
GROUP 02
AKASH
AKASH
DEEPAK
DEEPAK
KAPIL
KAPIL
MALA
MALA
NIRMAL
NIRMAL
NIYATI
NIYATI
AUTHORISATION
AUTHORISATION
The Report is submitted as a partial fulfillment of the requirement The Report is submitted as a partial fulfillment of the requirement program of MBA program of STEVENS BUSINESS SCHOOL, AHMEDABAD.
program of MBA program of STEVENS BUSINESS SCHOOL, AHMEDABAD.
PREFACE
PREFACE
By working together, ordinary people can perform extraordinary works; By working together, ordinary people can perform extraordinary works; they can push things that come in their hands higher up a little further on they can push things that come in their hands higher up a little further on towards the height of excellence.
towards the height of excellence.
We have accepted the above statement especially after the completion We have accepted the above statement especially after the completion of our field work that we undertook regarding pens as a part of our of our field work that we undertook regarding pens as a part of our curriculum.
curriculum.
We are very glad to present our market report that has all efforts We are very glad to present our market report that has all efforts knowledge & hard work involved in its completion. We are experiencing some knowledge & hard work involved in its completion. We are experiencing some of the problems during our
of the problems during our field work, but we field work, but we individually think that individually think that it is veryit is very difficult
difficult to to accommodate accommodate such such a a wide wide area area in in one one single single report report & & this this is is aa humble effort
ACKNOWLEDGEMENT
Field work is very essential for any MBA student during study time. None of the MBA student can get a glimpse of outer world without field work.
First of all we would like to thank STEVENS BUSINESS SCHOOL for allotting us an opportunity for doing field work. We would like to thank our honorable director Dr. Ravi Gor & Academic coordinator Dr. Himani Joshi & Respectable faculty members for giving knowledge to prepare this report.
We are very thankful to all the consumers that gave us the necessary information and help us to fill questionnaire to make this report a complete one. We got good knowledge of consumers behavior at the time of our field work. Thank you to all of them.
AIM & OBJECTIVE:
Our main objective was to focus on the consumer behavior of deodorant among Ahmedabad people in market to check the potential customers and to check brand loyalty among existing users.
Table of contents
1 Introduction
2
Methodology
3 Pricing & range
4. Analysis
5 recommendation
6. conclusion
INTRODUCTION
Consumer Behavior:
Consumer behavior is the study of when, why, how, and where people do or do not buy products or services. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
DEODRANT:
DEDODRANTS ARE SUBSTANCE APPLIED TO THE BODY MAINLY TO REDUCE BODY ODOR CAUSED BY THE BACTERIAL GREATDOWN OF PERSPIRATION .A SUBGROUP OF DEODRANTS ANTIPERSPIRANTS OF ,PREVENT ODOR & REDUCE SWEAT PRODUCED BY PARTS OF THE BODY .
Difference between deodorant and perfume.
DEODRANT = to keep you from smelling nasty. PERFUME= to make you smell nice .
Methodology
The questionnaire was designed by our team & we want to all
consumers individually & got the questionnaire filled .our team
members filled the questionnaire themselves as per the information.
Being given by the consumers.
A schedule contained a set of questions that were being asked to consumers. (1) SAMPLE SIZE: 200
(2) SAMPLING FRAMEWORK: BIG MALLS OF ABAD. (3) AREA COVERED: SATELLITE NAVARANGPURA C.GROAD VASTRAPUR MANINAGR
brands Prices (MAX-MIN) AXE 240 to 300 LEE 150 to 200 FA 160 to 200 NIKE 140 to 240 ADIDAS 150 to 180 AMWAY 150 to 250 REXONA 155 to 250 BLUELADY 180 TOMMY 100 to 225
Analysis
Usage of deodorant
this pie graph shows 82%people use deodorants &
18%peopleuse perfumes ,roll on and other fragrance
giving things.
82% 18%
Use of Deodorant
P
eople of age group from 21yrs to 30 yrs prefer
deodorant the most.
M
ales prefer deodrant much more approx. 12%more
compared to females.
0% 8% 33% 29% 13% 17%Ag
e
g
r up
Below 15 15-20 21-25 26-30 31-35 36-40 56% 44%Ge
er
Male Female
College students like to be more trendy so the majority
is much higher compared with other sections of
society.
42% 22% 32% 4%pr fessi
P
urpose:
T
he people are using deodrants for antiperspirant
purpose much more that is more than half compared to
other purposes.
56% 28%
4% 4% 8%
S
ales
Brand use
M
ales prefer the axe brand compared to other brands because
of the effective advertisements
38% 12% 2% 8% 12% 10% 15% 3% M
ale
Female prefer blue lady, fa and tommy girl the most as they are
mild in fragrance where
17% 3% 14% 6% 8% 23% 28% 1% F
emale
P
lace of deodorant
M
ost of the customer purchase the deodorant from the super
market
23% 53% 22% 2% Place
P
urchase (Quantity)
Consumer prefer the to purchase the single packing than twin
or bulk packing because they also purchase deodorant for gift
also
74% 18%
8%
P
urchase patter
Budget
Half of the customer purchase the deodorant which has price
range of above hundred
1% 13% 20% 32% 23% 11%
u jet
Below 75 76-100 101-125 126-150 1151-175 176 or aboveFrequent Use
43% of the customers use the mild fragrance deodorant
20%
43% 24%
13%
F
reque cy
Fragrance that you like
P
rice is most effecting factor that influence the purchase of
deodorant
32% 23% 23% 10% 5% 7% Fra ra ce y u like
Knowledge about brand
P
aper media and window poster are main factors that make
awareness to the consumers
12% 33% 32% 0% 20% 3%
ra k
wle
g
e
Frequency of use
Nearly half of the customers purchase the deodorant monthly
24%
43% 31%
2%
F
reque cy
Conclusion
From the survey that we have undertaken, we conclude
the following points
people tend to use deodorants more than perfume
because of the hot climatic culture in india
from the ration of the males and females using the
deodorants we conclude that male customers are more
using the deodorant than the women consumer
price is the most affecting factor for the consumer for
purchasing the deodorants
Indian brands are less active compared to foreign brand
in the market
RECOMMENDAT
I
ON
N
ow a days foreign brand capture the deodorant market
so Indian players should come up with the effective
product of the brand
M
ostly middle class family can not prefer the high price
deodorant so it is advisable to every company that
provide cheapest product for the customers
T
here are still some customers are brand loyal and they
stick to the one brand only price factor doesn¶t influence
that purchase so it is advisable the for the company that
they should create effective advertise for the perfect
brand image
References
www.redifpurchase.com
MARKETING RESEACH
CONSUMER BEHAVIOR QUESTIONNAIRE
PURCHASING BEHAVIOUR OF DEODORANT
Dear Sir/Madam, We are the students of Stevens Business School, Kalol, are
conducting a survey on purchasing behavior of deodorant. Kindly help us in filling the Questionnaire given below. Your cooperation will be highly obliged.
Name: Gender: Area of residence: _____________________ 1. Age Group: o Below 15 o 15-20 o 21-25 o 26-30 o 31-35 o 36-40 o 41-45 o Above 45
2. What is your profession? o Student
o Employee o Business o Any other
3. Do you use deodorant? Yes__ No__
If NO then End Of questionnaire.
If ³YES´
4. What is the frequency that you purchase deodorant?
o Weekly Monthly
o Quarterly Yearly
5. For what purpose you like to use deodorant? o Antiperspirant agent
o Body odor regulator o Sensitive skin
o R oll on o Body spray
6. Which type of deodorant do you use?
o Domestic Imported
If answer is imported go to question number 8. 7. Which Brand of deodorant do you use?
For men For Women
o AXE () Fa ()
o Lee () SHE ()
o Fa () spinz ()
o Nike () R exona ()
o Adidas () Amway ()
o Amway () Tommy girl()
o Tommy () Blue lady ()
o Others () Others ()
8. Would you like to trade off in your choice of perfume if your regular brand is not available?
Yes____ No_____
9. From where do you purchase deodorant? o Pharmacy shop
o Super market
o R etail shop, wholesale market o Others
10. How do you like to purchase it? o Single pack
o Twin pack o Bulk
11. What is the budget that you can spend on deodorant per unit? (Price in R upees) o Below 75 o 76-100 o 101-125 o 126-150 o 151-175 o More than 175
o Strong o Mild o Natural o Others
13. What is the main key feature that you see while purchase deodorant? o Odor o Packing o Price o Offers o Quantity o Other thing
14. From where do you come to know about the brand that you use? o T.V. advertisement o Window posters o Paper Media o R adio o Friends / relative o Others, hording
15. Which are the features that influence you to purchase deodorant?
R ank 1 as Most and 5 as least
o Packing o Odor o Price o Quantity o Offers
