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Factors Influencing Consumers’ Buying Pattern towards in Bangladesh

A case study on Unilever Bangladesh Limited (Lifebouy)

1. Introduction

Modern times reflect key changes in the marketing strategies employed by companies

seeking to sustain competitive advantage. The financial health of these companies is now

dependent on the amount of information that is collected in regards to consumer

purchasing habits so the companies have resorted to the adoption of behavioral and

sociological studies in order to collect this pertinent data. Companies shifting their focus

from a product/market driven line of attack to consumer driven marketing activities

reflect this evolution of marketing (Kotler, 1999).

As a direct consequence interest in consumer behavior has been going on since when

buyers and sellers became existent (Nunes, 2003). Consumer behavior is a subcategory

of marketing that merges elements from economics, psychology, sociology, social

psychology, anthropology and other sciences, such as physiological psychology,

biochemistry, and genetics (Demirdjian and Senguder, 2004). As presented by Kotler

et al. (2005) the buyer decision process consists of five stages; namely need recognition,

information search, and evaluation of alternatives, purchase decision and post-purchase

behavior. Consumers’ purchase process is affected by a number of different factors, some

of which are uncontrollable, such as cultural, social, personal, and psychological factors.

However, these factors must be taken into account in order to reach target consumers

effectively (Kotler et al. 2005).

Soap market in Bangladesh has been very competitive where marketing at all levels is of

immense importance. Here Unilever commands more than 50% share of local soap

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market, has seen further advancement in recent years on the back of aggressive and

skilled marketing efforts. Though growth in soap market is encouraging, stiff competition

has squeezed the profit margin thus efficient marketing is the key to success. The soap

industry in Bangladesh is parted in two categories Health Soap and Beauty soap. Lux is

the largest brand in market share for upper and middle class in the Beauty Soap Category,

other brands are Aromatic, Meril, Keya and Tibbat. Lifebuoy one of Unilever's oldest

brands is the market leader in health soap made especially for rural area and the poorest

population and the biggest competitors are - Protex, Dettol and Safeguard though they all

have market shares below 10 % each. Upgraded life style in villages, with soap being the

first preferred body care input affordable to all, has led to the tremendous growth of soap

market. Lifebuoy has a rich heritage in rural market in Bangladesh. With changing

marketing environment, the brand has responded through various initiatives like new

product variants, repositioning, rechristened advertising content, targeting rural markets

and so on and so forth.

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2. Objectives of the study

2.1 Primary objective:

The primary objective of doing this research is to “examine the influencing factors of

consumers buying pattern towards soap market in bangladesh”. The objective is

set to identify the influencing factors that influence the consumers’ buying decision on

a case study of Lifebuoy in Bangladesh.

2.2 Secondary objective:

More broadly other objectives are:

To identify the influencing factors and its impact on consumers buying decision of

Lifebuoy in Bangladesh.

To identify the buying decision process of consumers of Lifebuoy in Bangladesh.

To find out the marketing programs which make Lifebuoy a pioneer in the

Bangladesh market

To recommend a sound conclusion based on the findings

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3. Methodology of the study

3.1 Research Method

Creswell (2003) claims that the strategies and the methods all contribute to a research

approach that tends to be more quantitative, qualitative or mixed.

Quantitative Approach: This approach focuses on quantification in the collection and

analysis of data and as a result findings are numerical and tend to involve relatively large

scale and representative set of data. It involves a deductive approach as importance is

given to testing theories, encompasses the practices and norms of the natural scientific

model and represents social reality as an external, objective reality (Bryman and Bell,

2007).

Qualitative Approach: Here the focus is to collect and analyse data in as many possible

forms, primarily non-numeric. This approach is primarily inductive as importance is

given to the creation of theories (Bryman and Bell 2007).

The empirical data for this paper was collected by using qualitative and quantitative both

research methods, more precisely a survey.

3.2 Data Sources

This research uses both primary and secondary data. Primary data refers to data, which is

particularly collected for the research project being undertaken. Secondary data are data,

which already exists, which was originally collected for some other purpose (Monette et

al, 2005).

Sources of Primary Data: According to Cooper and Schindler (2003), primary data is

collected in order to congregate opinions and views regarding the research problem, for

comparative analysis and for testing the hypothesis and answering the research questions.

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In this study primary data was collected using questionnaire and focus group discussion

and are discussed in detail in the section on data collection methods.

Sources of Secondary Data: According to Cooper and Schindler (2003), secondary

data can be used in order to answer the research problems without requiring intensive

primary research, gain better knowledge of the issues in a broader framework of the

problem, to create a useful research design and to enhance the analysis of primary data.

The secondary data used in this study was collected from the following sources: Business

Source Premier Database, ScienceDirect Database, Internet sites , Books from various

libraries and Unilever’s website and Unilever Annual Business Plan 2011.

3.3 Limitations of the study

This study will reveal is to examine the influencing factors of consumers buying pattern

towards soap market from the perspective of Lifebuoy in Bangladesh so the topic is much

specified and many other important variables e.g. marketing strategies, industry analysis

etc are ignored. Other limitations are

The sample size for the research is relatively small. A larger sample size would

yield more accurate results

There was a serious time constraint.

It is realized prior the survey that not everybody will be willing to participate in

the interview.

The employees of Unilever Bangladesh Limited were too busy of their work. For

this, they did not spend sufficient time to fulfill required queries and some of them

neglected to converse.

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4. Strengths and weaknesses of lifebuoy from the

image perspective

A SWOT analysis divides the company’s environment into two specific areas. Strengths

and weaknesses are considered internal items; conversely, opportunities and threats are

considered external.

Strengths Weaknesses

1. Lifebuoy Company is using advanced

technology.

2. It is well skilled performance

3. It has good distribution network all over

the world.

4. Unilever provide creation strategies.

5. It has high market share.

6. Wide distribution channels in both

national and internal market.

7. Largest organization and strong

reputation.

8. Strong good marketing and good image

creation.

9. Global innovation centers.

10. Promote its product in new geographic

areas.

1. Competitors offer better alternative

product

2. Dual co –chair approach and dual

company create problem

3. Lack of high volume brands

4. The high competitors for market share

increases rapidly.

5. High cost of restructuring

6. Focus on term short strategy.

7. High cost limit promotion in company.

8. Sometimes some product innovation is

ineffective.

9. Low cash flow and slow sales growth

rate compared with other competitor.

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5. Strengths and weaknesses of lifebuoy

5.1 Strength

Kotler (2003) says that strengths are usually the core competence of an organisation and

these are the capabilities and resources that permit it to get involved in activities to enable

economic value and perhaps competitive advantages. Lifebuoy’s strengths:

a) A decent quality, affordable germ protection agent for the middle and lower middle

class

b) Lesser-priced packs to increase affordability

c) Packaging in smaller units and localized design that attracts consumers

d) Continuously evolving social marketing campaign

e) Strong emotional touch

f) Convenience of storage while use

g) Thorough knowledge of the village psyche

h) Sound and experienced management and excellent marketing department

i) R&D and financial support from parent company i.e. Unilever

j) Strong brand image and brand awareness of ‘Lifebuoy’

k) Robust Supply Chain and Distribution Network

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5.2 Weaknesses

Kotler (2003) denotes that a company's weaknesses are lack of resources or capabilities

that can prevent it from generating economic value or gaining a competitive advantage if

used to enact the company's strategy. Lifebuoy’s strengths:

a) Minimum profit margin since increasing Input Costs 

b) Highly Competitive Environment such different antibacterial competitors such Dettol

and safeguard are trying to own a higher ground by building on already present germ-kill

equity.

c) Small awareness of variants

d) Lack focus on urban people, only 30% of the total sales volume of Lifebuoy comes

from them

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6. Factors influancing consumers buying patterns

6.1 Consumer-buying behavior

Consumer-buying behavior according to Kotler (2004, p.601) is defined as “The buying

behaviour consumers – individuals and house holds who buy goods and services for

personal consumption.” The term ‘consumer’ is referred to as an individual who acquires

goods and services for self satisfaction and is often used to describe two different kinds

of consuming entities: the personal consumers and the organizational consumers

(Kotler, 2004)

Consumer behavior is a subcategory of marketing that merges elements from economics,

psychology, sociology, social psychology, anthropology and other sciences, such as

physiological psychology, biochemistry, and genetics. The economics perspective

provided the foundation for marketing, however it wrongly assumed that consumers

make decisions rationally who actively seek information, objectively evaluate different

alternatives available, and make rational selections of products or services to maximize

their benefits (Demirdjian and Senguder, 2004).

6.2 Buyer decision process

As presented by Kotler et al. (2005) the buyer decision process consists of five stages;

namely need recognition, information search, and evaluation of alternatives, purchase

decision and post-purchase behavior.

Figure 1: Buyer Decision Process

(Adapted from: Buyer decision process (Kotler et al., 2006).

Post-purchase Behaviour

Purchase Decision

Evaluation of Alternatives

Information

Search

Need Recognition

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The first stage, Problem Recognition, is when a consumer becomes aware of a need. The

need is manifest because there is a difference between the consumer’s desired state and

his or her actual condition (Kotler, 2006).

The second stage is the information search. Two types of information searches exist:

internal and external. With an internal information search, the consumer searches the

information stored in his or her memory. If extra information is needed after the internal

search, the consumer may consult external information sources such as friends and

relatives for word-of-mouth; marketing information; and public sources (Kotler, 2006).

Third step is Evaluation of alternatives. Here, the consumer may need to establish the

criteria for evaluation, such as features of the product or service that the buyer prefers or

does not want.( Kotler, 2006) .

The fourth stage in the consumer buying decision process is the purchase decision. In this

phase the consumer chooses from the available alternatives, making decisions on details

such as the specific product or service, its packaging, design, style, retail outlet and

method of purchase. The purchase and the purchase decision may occur concurrently.

Sometimes product availability issues may cause a time lapse between the purchase

decision and the actual purchase. (Kotler, 2006)

The fifth and last stage in the consumer buying decision process is post-purchase

evaluation (also known as post-acquisition evaluation), which may happen to the

consumer consciously or subconsciously. At the end of the evaluation, the buyer may

experience satisfaction or dissatisfaction. Dissatisfaction may be caused by various

factors, such as unmet brand expectations, and at times may lead to the consumer lodging

a complaint. A satisfied consumer may end up becoming faithful to a particular brand or

retail outlet (Kotler, 2006)

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6.3 Factors Influencing Buying Behavior:

The consumer market is estimated to have a size of 6.3 billion people, and this causes a

great demand for an enormous variety of goods and services, because as consumer

demographics are diverse. Moreover, the relationships between different consumers, as

well as their connection with the surroundings, affect their choice of products, services,

and companies (Kotler et al. 2005). The rationale for what consumers buy is often deeply

rooted in their minds, consequently consumers do not truly know what affects their

purchases as “ninety-five percent of the thought, emotion, and learning [that drive our

purchases] occur in the unconscious mind- that is without our awareness” (Kotler et al.

2005: 143).

Consumers’ purchase process is affected by a number of different factors, some of which

are uncontrollable, such as cultural, social, personal, and psychological factors. However,

these factors must be taken into account in order to reach target consumers effectively

(Kotler et al. 2005).

Figure 2: Factors influencing consumer behavior

(Kotler et al. 2005, p. 256)

Cultural

-Culture

-Subculture

-Social Class

Social

-Reference group

-Family

-Roles &

Status

Personal

-Age & lifecycle stage

-Occupation

-Economic Situation

-Lifestyle

-Personality & self-concept

Psychological

-Motivation

-Perception

-Learning

-Beliefs & attitudes

Buyer

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The Behavioral Influence Perspective in consumer behaviour assumes that effective

environmental forces motivate consumers to take action without them necessarily first

developing strong feelings or beliefs about a product, service, experience or idea. The

consumer is influenced by various external influences: as a member of society, for

instance, one acquires, through one’s culture, knowledge, beliefs, attitudes, morals,

values, customs, and other capabilities and habits ( Kotler, 2006).

According to (Banyte, & Rūtelionė, 2007) there are a plethora of variables affecting

consumer behavior, and not all have been even discovered or explored yet. While it is not

possible to discuss many of these variables here, it is possible, however, to list the

following: Group Influences, Family Influences, Attitudes, Perceptions, Planned

Behavior and Deviant Consumer Behavior.

6.7 marketing mix

McCarthy (1975) formulated the concept of the 4Ps - product, price, promotion, and

place marketing mix. For many years these have been used as the principal foundation

on which a marketing plan is based.

Most of the studies have shown marketing mix factors have a relationship on the

purchasing behavior of the consumer. The proper alignment of the marketing mix is

essential in achieving the consumers mind share for the brand. Marketing mix has a

strong relationship with consumers buying patterns, brand choices and incidences of

purchase. Hence the relationship with brand and the marketing mix factors can be

analyzed.

Place Channels Coverage Assortments Location Inventory Transport

Promotion Sales Promotion Advertising Sales force Public relation Direct marketing

Price List price Discount Allowances Payment period Credit terms

Marketing Mix

Product Product Variety Quality Design Features Brand name Packaging Sizes Services Warranties

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Figure 3: Marketing Mix

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7. Data analysis and Interpretation

7.1 History of Unilever at a Glance (Lifebuoy)

Unilever Bangladesh is a company that has its own history intrinsically built with the

development of our nation and our culture. It has been part of the Bangladeshi household

since the 19th century with the same intention of bringing cleanliness and convenience to

households as we do today. Back then Sunlight soap was marketed through Lever

Brothers India limited throughout the undivided India. Later on, Lever Brothers Pakistan

limited started its operation in Bangladesh on a larger scale. In 1964, our soap

manufacturing facility was setup in Kalurghat, Chittagong.

Unilever is the leading company in Bangladesh, which is serving the people of Bangladeh

over four decades. Unilever has many brands to serve with. Those are – Wheel, Lux,

Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent,Clear, Vim,

SurfExel, Dove, Vaseline, Lakme & Axe.

Lifebuoy is one of Unilever’s oldest brands; launched in the UK in 1894 as the first

affordable soap, supporting people in their quest for better personal hygiene. Lifebuoy is

the largest health soap brand in Bangladesh with approximately 50 % of the market. Its

vision is to meet the health and hygiene needs of 150 million Bangladeshis. It is one of

the most affordable soaps in the market and offers a compelling health benefit for the

entire family. The figure below is showing this current development in the entire Asian

area in million.

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Figure 3: Lifebuoy Developments in the Asian Area

Source: unilever.com/Images, 2005

In Bangladesh, Lifebuoy are the market leader in health soap made especially for rural

area and the poorest population. The biggest competitors in the category health soap are -

Protex, Dettol and Safeguard though they all have market shares below 10 % each. The

latest re-launch of the soap in 2009 has proven how Lifebuoy is in accord with the

changing lifestyles and requirements. The new mix includes a new formulation, making it

more relevant to both new and existing consumers. Thus Lifebuoy has increased their

market share by 8,9 % during this time period. All this made possible by the use of the

Unilever developing tool Brand Imprint and an innovative approach towards the

consumers which some will call marketing the poor.

7.2 Factors influancing consumers buying patterns:- lifeboy

7.2.1 cultural factors: In buying soap for family usually wives decision is the final one

and we are sensitive about kids. Using this information Uniliver is branding their soap.

Lifebuoy is a well known soap in our country. It is well positioned as “Health & Hygiene” soap,

which is used to keep the germs away from human body, so people buy it to keep their families safe

from germs. So the image of lifebuoy is attractive to our people. Few days back they appoint Shakib Al

Hasan as their brand ambassador and obviously as the most famous athlete of our country, he represent

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lifebuoy as a master protection of our skin. Apart from these there are cultural factors that influence

consumers to by lifebuoy such as:-

Price:- As income level of our country is low, lifebuoy suits here perfectly because it’s

affordable and one of the best in quality.

Product Nature:- lifebuoy largely produced for south asian region. So the soap is suitable for

our skin. The smell, size is perfected for kids and also for grownups.

Living Factors:- Bangladesh is a over populated country. Most of the people here use buses as

transportation. The goal set by lifebuoy encourage our people to buy the soap.‘Lifebuoy's

goal is to provide affordable and accessible hygiene and health solutions that

enable people to lead a life without fear of hygiene anxieties and health

consequences.’

Number of children per family:- Birth rate of our country is high so as hygienic

and protective soap people prefer lifebuoy for children.

7.2.2 Social factors: The social factors refer to the influences made by the consumer’s

reference groups such as the family & friends. The weight & powerfulness of the

influence may vary depending on the significant of the relationship between the

consumer and the reference group. Reference groups can influence the beliefs, attitudes

and behavior of a consumer in different circumstances. As result of that purchasing

behavior and brand preference could get changed of a consumer. Consumers are more

likely to be influenced by word-of-mouth information from members of reference groups

than advertisements or sales people, in terms of benefit, selecting or changing brands.

Social needs are need for belonging to society and become a part of society. One wants to be

associated with the community and people among which he lives. As one cannot go to work having

dirty hands (lack of overall personal hygiene), so one uses Soap to wash his hands and clean them.

Lifebuoy satisfies social needs in this way. As lifebuoy is hugely used soap people get

motivated by others. On the other hand lifebuoy is known as environment friendly.

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Moreover in Bangladesh lifebuoy arrange health campaign frequently, which also

encourage people to believe in lifebuoy. One of them is Lifebuoy Friendship Hospital.

7.2.3 Psychological factors: Our mind always thinks of the best and it’s good if it is

cheap. So here lifebuoy fits perfectly. It’s reputation around the country helps us to make

decision of buying easily. We all want to be safe and lifebuoy is a hygienic soap, so

normally our mind thinks of it. On the other hand TVC, billboards manipulates our mind

to buy. Lifebuoy usually use the image of a mother or child to promote their product

which is psychologically tempting. Personal Factors are:

Age and Life cycle: Age and life cycle is a big factor in consumer buying

behavior. Young people hesitate to use lifebuoy because of its image.

Living Standard: Another factor is our living standards and occupation. People

who used to have a high status in the society don’t usually buy lifebuoy because

it’s for all.

Personality: An individual’s personality also affects his buying behavior. Every

individual has his/her own characteristic personality traits which reflect in his/her

buying behavior. Some people is more concerned about their health so they care

about their brand of soap.

7.3 Marketing Mix of Lifebuoy:

7.3.1 Product: Lifebuoy is the largest health soap brand in BANGLADESH with

approximately 50 % of the market. . Its vision is to meet the health and hygiene needs of

150 million Bangladeshis. The brand has been in Unilever for many decades and the

name has become a synonym for health and hygiene. It is one of the most affordable

soaps in the market and offers a compelling health benefit for the entire family. The re-

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launch of the soap in 2002, 2004 and again in 2006 has been turning points in its history.

The new mix includes a new formulation, making it more relevant to both new and

existing consumers. Lifebuoy has offer different types of soap on the bases of consumers

health and choice in its range. For example:

The new Lifebuoy range now includes Lifebuoy Active and Lifebuoy Active Orange.

Lifebuoy Active Orange offers the consumer a differentiated health perfume while

offering the health benefit of Lifebuoy. Lifebuoy offers specific health benefits through

Lifebuoy International (Plus and Gold). Lifebuoy International Plus offers protection

against germs which cause body odour. Lifebuoy International Gold helps protect against

germs which cause skin blemishes. Lifebuoy has also launched Total, Lifebuoy

DeoFresh, Lifebuoy Nature and Lifebuoy Gold Care. The latest one is launched, called

Lifebuoy Skin Guard.

Launched as Carbolic Red Soap

Symbolize health & hygiene.

Rechanilised its product cycle by introducing new variants like-–Lifebuoy

Active Red–Lifebuoy Active Orange–Lifebuoy International Plus–Lifebuoy

International Gold–Lifebuoy Nature (Neem & Tulsi)

Recently it has launched talcum powder under the brand name of lifebuoy.

7.3.2 Price: Lifebuoy extensively uses market penetration for its sales of products. All

the products, that Lifebuoy sale are affordable by everyone. Lifebuoy products are mainly

targeted towards lower middle class and hence the prices are low. For example: Lifebuoy

Liquid Hand Wash weight: 200ml price 175tk, Lifebuoy soap total 150gm price 25tk,

Lifebuoy Soap large price 80tk and 75 gm lifebuoy bar price 17tk lifebuoy soap (white)

75gm price 14tk lifebuoy gold 90gm price 25tk. Lifebuoy charges fixed price to all its

customers throughout the nation.

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Lifebuoy DeoFresh has been introduced especially for young adults who lead

active Lifebuoy that is available at BDT 15 for 125g, BDT 13 for 100g and

BDT 8 for 55g. lifestyles. It is available at BDT 13 for 100g.

LifebuoyLifebuoy Nature, on the other hand, comes with neem and tulsi and is

available at BDT 13 for 100g

Lifebuoy Gold Care is specifically designed for sensitive skin and is available

at BDT 10 for 100g.

7.3.3 Promotion: Promotion is the business of communicating with customers. It will

provide information that will assist them in making a decision to purchase a product or

service.

Advertising: Lifebuoy uses advertising extensive for the sale of it’s product, they use

advertising in all the stages of the product life cycle. They modify the advertisement as

the product reaches the concerned stage. Modes of advertising:

Television: Lifebuoy uses various advertisements on television which leave a

visual impact on the minds of the customers. These ads value around keeping

oneself clean and healthy just by using soap.

Radio: Lifebuoy also use different types of advertisement on radio, because in

Bangladesh most of the villagers do not have the ability to buy a television set.

Print media: 1.) Newspapers / magazines: Lifebuoy also uses newspaper for

promoting its new products with attractive graphics and catching tag lines. 2.)

Banners/Poster: Several banners and posters are put out across the city, reflecting

the products of Lifebuoy with catchy images and tag lines such as.......“germs free

health.

Field selling: in the initial stages of marketing Lifebuoy sellers uses to go door-to-

door selling and promotion Lifebuoy.

It uses to launch so many health programs in so many countries to make people

aware of health

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7.3.4 Place:

Lifebuoy use different types of distribution channels to sell its product. Lifebuoy

conducts door to door selling, where it gives free sample of a new product launched.

Lifebuoy follows a traditional distribution channel which work very effectively. Here the

manufacturer supplies the goods to the wholesaler who may also act as a retailer or

supplies it to the retailer and sells to the ultimate customer. Sometimes lifebuoy try to

arrange seminars in schools, colleges, universities and medical colleges about the

usefulness and benefits of using a healthy and hygienic soap like lifebuoy. Lifebuoy

sometime sponsor some events and show to attract more customers and to capture strong

places in the minds of the consumers.

Today Lifebuoy is mainly sold in Asia and parts of Africa. It is market leader in

every Asian market where it is sold

By its health care programmer it covers many villages.

Basically if we talk about Bangladesh 70% of the population lives in villages , so

company sees a great opportunity in villages & trying to cover that.

It basically covers 2 tiers cities & rural areas.

It has made his strategy like that in every small or big shop customer will be able

to find out the product.

8. Recommendations

Within the framework and limitations of this study and based upon the findings and

conclusions of this study, the following recommendations are specifically directed to the

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Unilever’s management in terms of their sustainable development implementing effective

change management programs:

The company may concern to market development for Lifebuoy since only 30

percent of the total sales volume of Lifebuoy comes from urban markets

Unilever may develop their product quality; criticism of their quality is sounded in

India and Pakistan, though both countries have already repositioned the brands

It can strongly consider diversification and development of products with new

design of the soap and color

Can create some more products for high-end customers

It should focus on the packaging can be improved.

It Should instill a thought among customers that it is not only a brand for rural

markets

It should invest a lot more in advertising and targeting the youth.

It should more aware about CSR alike Hindustan Unilever ltd

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9. Conclusions

From the above discussion it can be concluded that Lifebuoy always focuses on uncontrollable

influencing factors (cultural, social, personal, and psychological) of consumers buying

behaviors to identify and meet the consumers’ needs and expectations. Lifebuoy plans and

executes its’ marketing programs based on these factors. Marketing programs which make

Lifebuoy a pioneer in the Bangladesh market are like new product variants, Differentiated brand

positioning, repositioning, rechristened advertising content, targeting rural markets, Brand

Imprint tool, efficient innovative marketing, CSR and so on and so forth. Moreover CSR market’

strategy makes Lifebuoy available for all consumers and provides people the possibility to

purchase the product in numerous outlets all over Bangladesh. Unilever, through its efforts to

pioneer new products, packaging and distribution systems to meet the needs of the poorest

populations have decided that major business opportunities lie in integrating business and

society.

Focusing customers need and expectations the brand repositioned targeting urban markets such

as only 30 percent of the total sales volume of Lifebuoy comes from urban markets and that’s a

challenge for the brand. The new look and shape, variants, shift in the protagonist in ads and

many other such changes have been made in order to penetrate further in the urban markets and

among premium segment households. Lifebuoy is always in the front line shop for the last three

decade in Bangladesh. There strong distribution channel and the proper segmentation help to get

and sustain in the market as a “Lifebuoy”. Still now lifebuoy is the name which reminds the

germless bath every time.

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11.Conclusions