survey on soaps

8/12/2019 survey on Soaps

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BY:

JASMEET SINGH GREWAL

TOPIC:

CONSUMER PREFERENCE TOWARDS SOAPS

Introduction

Soap is a product that many people might take for granted or consider rather ordinary,

but for some, lathering up can be a treasured part of a morning or nightly routine.

Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the

United States, soap is a $1.390 million (US$) industry with over 50 mass market

brands. But in some markets the sales potential for soap is only beginning to be realized.

At the end 2000, soap was a $1.032 million (US$) business in India. IFF's marketing

experts offer the following overview of this growing category. India is a vast country with

a population of 1,030 million people. Household penetration of soaps is 98%. Peoplebelonging to different income levels use different brands, which fall under different

segments but all income levels use soaps, making it the second largest category in India

(detergents are number one). Rural consumers in India constitute 70% of the

population. Rural demand is growing, with more and more soap brands being launched

in the discount segment targeting the lower socio-economic strata of consumers Toilet


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volume of about 80,000 tonnes. This translates into a share of about 14 to 15%.

However, by value it is as much as 30%.

Soaps are also categorized into men's soaps, ladies' soaps and common soaps. There are

a few specialty soaps as transparent Glycerine soaps, sandal soaps, specially flavored

soaps, medicated soaps and baby soaps. Specialty soaps are high valued but enjoy only a

small share of the market in value terms.

The market is growing at 7% a year. This means that the incremental demand

generation is 5% over and above the population growth. With increasing awareness of

hygienic standards, the market could grow at a rate higher than 8% annually.

Interestingly, 60% of the market is now sourced from the rural sector. This means that

the variance between the two segments is not very large. Since upper-end market focusis the urban areas, margins come from the urban sector.

Review of literature


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HARISH B

Savlon was a brand owned by a pharmaceutical MNC ICI ltd. Later ICI's OTC brands

was acquired by Johnson & Johnson . Savlon was relaunched in Indian market in 1993.

The brand was expected to give the market leader Dettol, a run for its money. But even

after millions of rupees spent, Dettol still rules the antiseptic lotion market.This article

shows as to why Savlon was a better antiseptic than Dettol, and then too why Savlon was

not able to hold itself in the market.it also shows the strategy adopted by Dettol which

was not expected by J&J to fight the upcoming antiseptic brand, the decisions took by

J&J and its effect on the brand SAVLON.It also includes launch of Savlons soap,

strategies adopted by HUL to compete Dettol soap, and finally the drop of savlon soap

by HUL.

The power of contrast S. Ramesh Kumar and B. Shekar

This article says that marketers mustuse the aspect of contrast creatively so as to lurethe consumers.It also shows that the product attributes of a leader (Dettol) create a

perception that highlights the contrast when there is a follower brand (Savlon). This

approach is extremely useful to fast moving consumer goods where differentiation is

difficult to sustain in the long run. Marketers through advertisements, alongwith

conveying the positioning of the brand, should create a contrast that consumers will be

able to accept and incorporate over a period of time. The contrast would have to be

relevant to the positioning of the brand.

Allison E. Aiello, Elaine L. Larson, and Stuart B. Levy

In this article Much has been written recently about the potential hazards versus

benefits of antibacterial (biocide)-containing soaps. The purpose of this review was to

assess the studies that have examined the efficacy of products containing triclosan,

compared with that of plain soap, in the community setting, as well as to evaluate


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findings that address potential hazards of this usenamely, the emergence of antibiotic-

resistant bacteria.

Soap makers oppose excise duty move

Handmade soap manufacturers in Tamil Nadu have opposed the proposal in the UnionBudget to reintroduce excise duty on their produce, saying it would force the smallenterprises in the sector to close down.

It would be very difficult for them to survive in the industry as they would not be able toface the onslaught by the mechanised soap making units, run by multinationals, TamilNadu Small Scale and Tiny Soap and Detergent Manufacturers Association President VS Krishnan told reporters here last night.

He said for manufacturing 1,000 kgs of handmade soap 30 workers were needed whilein the mechanised sector five persons could do the job.

Janice L. Fuls*, Nancy D. Rodgers, George E. Fischler,Antimicrobial hand soaps provide a greater bacterial reduction thannonantimicrobial soaps. However, the link between greater bacterial reductionand a reduction of disease has not been definitively demonstrated. Confoundingfactors, such as compliance, soap volume, and wash time, may all influence theoutcomes of studies. The aim of this work was to examine the effects of wash timeand soap volume on the relative activities and the subsequent transfer of bacteriato inanimate objects for antimicrobial and nonantimicrobial soaps.

How rural Indian shoppers are changing,Amit Bapna,In this article rural awareness is shown which has been changed significantly .Thestudy is a global consumer research study conducted in 52 countries to understandshopper attitudes and behavior, and the agency has released the Indian study that wasdone across 14 cities. The study shows that the companies that win in rural markets aremore adept at ensuring the right promotion and better distribution growth than theircompetitive set. The rural audience no longer wants to be seen as poor second cousins oftheir urban counterparts. They have the money and they are willing to experiment

Synthetic detergents in the soap industry

H. C. Borghetty and C. A. Bergman

It is the opinion of the authors that much can be done to improve the efficiency of soapin hard water by building it on a ternary system, which will make it more competitive


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against built synthetic detergents in areas of low and medium hard water. This appearsto be particularly advantageous because of the present low prices of fat and greases andthe large stocks that are available today

alt.franceIt has been ascertained by numerous reports that the soap industry in Franceis losing money at an alarming rate. Considering the average Frenchmanshowers less than once a month, the French government has declared the 15thof each month "shower day." This act was also bolstered by the horriblesmell of the stinking Frenchman in the French rail system. Many touristshave been forced to where masks to protect themselves from this horriblestench. It is also mandatory that a Frenchman uses deodorant at least once

a week and brushes his teeth twice per month. Such laws may, however, beimpossible to enforce as the average Frenchman enjoys his own stench

Juliet F. Birda

Many areas of intertidal vegetation in eastern Australia which today are relatively free

from human interference were once subject to extensive exploitation as a source of

alkaline ash or barilla for use in the manufacture of soap. The production of ash, which

involved cutting and burning several different plant species, took place at many sites

along the eastern and southern mainland coast, as well as in Tasmania and the Bass

Strait Islands. While it is difficult to determine the legacy of this activity in the

landscape today, it is nevertheless clear that biogeographers should consider it as a

possible ecological factor in determining patterns of coastal vegetation.

Soaps and detergents: North American trends, Theodore E. Brenner

North America, the U.S. and Canada, produces nearly one third of the world supply of

soaps, detergents, and cleaners, primarily for household consumption. The U.S.

contributes 95% of North American production. Cleaning product demand is steady and

expected to remain so, but new demographic trends affecting households and living


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arrangements will probably stimulate consumer needs for more convenience-oriented

products. Environmental considerations and government actions in recent years have

caused drastic changes in detergent composition, especially affecting laundry

detergents. Government involvement in business decision-making has expanded

enormously with no prospects of reduction because legislators perceive government

regulation of industry to be necessary for the attainment of broad social goals.

Davies, Jean,Babb, J. R.,Ayliffe, G. A. J.,Ellis, S. H.

The effect on the skin flora of bathing with three different detergent antisepticpreparations (chlorhexidine, povidone-iodine and hexachlorophane) was assessed instaff and patients. Contact plate samples from the skin showed an increase in the

numbers of bacterial colonies after bathing with soap and either a decrease or lessoften a smaller increase after bathing with an antiseptic. Although significantdifferences between soap and antiseptic baths were found in samples from individualsites on staff no overall difference between soap and other preparations was obtained.A reduction occurred more frequently with chlorhexidine, particularly 4 h afterbathing, and the low counts from the bath water after three baths with chlorhexidineshowed some residual effect.

Arjun chaudhary

Discusses and contrasts the theories of double jeopardy and brand equity. A model of

attitudes, habit, brand loyalty and brand equity outcomes is proposed in order to

reconcile the two theories. Results of a study designed to test the model are presented.

Results indicate support for both theories of brand equity and double jeopardy since

both direct and indirect relationships were found between attitudes/habit and brand

equity outcomes. The indirect relationships were mediated by the concept of brand

loyalty. Implications for managers are discussed.

Perceived risk: A cross-cultural phenomenon?

Bronislaw J. Verhage

The existence of a positive relationship between perceived risk and brand loyalty hasbeen accepted in the United States since the 1960s. Recognizing this, marketersfrequently give out free samples or coupons and provide reassurances throughwarranties to induce trial and subsequent acceptance of their brand by the consumer.


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Effects of superfatting agents on cracking phenomena in toilet soap

Ainie Kuntom,Iftikhar Ahmad,Hamirin Kifliand Zainon Mat Shariff

Palm stearin (POs) is one of the cheapest sources of C16C18 fatty acids for usein soap making. Toilet-soap formulations containing a high content of POs, however,would result in hard soaps with a tendency to form cracks on the surface. Thisphenomenon can be overcome by addition of superfatting agents to increase plasticity ofthe finished product. In this study, two different blends of soap made from distilled POs,palm oil (PO), and palm kernel oil (PKO) fatty acids in the ratio of 40POs/40PO/20PKOand 70POs/30PKO were evaluated. The soaps were superfatted with glycerin, palmkernel olein, coconut oil, olive oil and canola oil. The levels of incorporation of eachsuperfatting material were 1, 2, 4, and 6%, respectively. The samples were subsequentlytested for both wet and dry crackings using the Hewitt Soap Company methods(numbers 78 and 79, respectively). The superfatted soaps had a total fatty matter of 7383% and an average moisture content of 10%. The penetration value which indicateshardness increased with increasing amount of superfatting agents. Foaming or latheringproperty was good with the exception of the formulation using palm kernel olein andcanola oil as superfatting agents. At all the above levels of superfatting agents added, nocracks were observed during both wet and dry cracking tests. A sample of soapsuperfatted with 2% canola oil, however, developed cracks during the wet cracking test.This resulted in a test score of 7. Superfatting soaps with 12% neutral oils or glycerinresulted in better quality soaps that were free of cracks.

The new toilet soapsA. B. Herrickand Eric Jungermann

Toilet soap bars have undergone few major technical changes in the last century.Noteworthy improvements were floating soap, the development of effective deodorantand antibacterial soaps, the so-called hard water bars, and advances in packagingtechnology. The trends in these areas toward product and process improvement willaccelerate in the 1970s. New raw materials are becoming available which will givegreater formulation flexibility, with emphasis towards greater mildness andeffectiveness. Among these products are the synthetic fatty acids which could partiallyreplace coconut acids, more effective broad spectrum antibacterial agents for bettercontrol of skin microorganisms, and mild detergent additives with good physicalproperties and less defatting tendency. In processing, the move is toward continuoussoap-making equipment in place of the old kettle processes which are still widely used.

More powerful and specialized plodders are available; these will facilitate thedevelopment of new product types.

A new approach to continuous soap making-constant compositioncontrolFredrik T. E. Palmqvistand Frank E. Sullivan
http://www.springerlink.com/content/?Author=Ainie+Kuntomhttp://www.springerlink.com/content/?Author=Ainie+Kuntomhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Hamirin+Kiflihttp://www.springerlink.com/content/?Author=Iftikhar+Ahmadhttp://www.springerlink.com/content/?Author=Ainie+Kuntom


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A new continuous process for the manufacture of soap is described, detailing the threemain operations in soapmaking, that is, saponification, washing, and fitting.In the new process all operations involved in the production of soap are carried out in ahermetically closed system. The amounts of lye necessary for the saponification as wellas of brine for the washing and fitting operations are regulated by the automatic

constant-composition control system, which eliminates the older method of control ofthe soapmaking process by cumbersome chemical analyses.The process is based on the use of the Hermetic separator, a centrifuge of special designwhich allows the regulation of the separation efficiency during operation and whichprevents any admixture or contact of the soap with air and consequently any oxidationof the product during processing.All type of soap, high grade toilet soap as well as laundry soap and industrial soaps, canbe produced by this process, which is characterized by high flexibility, low operation-costs, and a high quality of the finished product.

Advances in bar soap technologyE. Jungermann

This paper reviews recent trends in bar soap technology. Toilet soap markets are highlycompetitive and the supporting technology is changing rapidly. New equipment andprocessing techniques have been developed, such as high caustic-high solidssaponification, high speed finishing equipment, and more efficient dryers with betterpollution controls. Multicolored, marbleized soaps have become important in themarketplace and new plodder designs have been developed for their manufacture. Alarge number of new ingredients for use in soap-synthetic combination bars have beenreported. Also, the antimicrobial/deodorant soap segment, representing over 50% ofU.S. market, has undergone considerable shifts due to governmental actions which hasresulted in restrictions on hexachlorophene. Future regulatory actions on other

antimicrobial agents are probable.

Kara Chan

Market segmentation is one of the useful tools for marketers to define target markets.An intercept sample survey of 704 shoppers in Hong Kong was conducted to segmentthe marketbased on the past purchase of environmentally friendly as well as not-so-friendly products. Chi-square analysis and stepwise discriminant analysis wereconducted to differentiate heavy and light green consumers using demographics andother environmental variables including green consumerism knowledge and perceptionabout environmentally friendly products. It was found that heavy green consumers were

more likely to have a higher education and a higher household income. They perceivedthat environmentally friendly products were good for their health and helped to saveresources. Heavy green consumers were more likely to report that they perceivedinfluence from other persons, the government and the green groups. They had a strongself-identity and think of themselves as green consumers and as someone who wasconcerned with environmental issues. They possessed a better knowledge about greenconsumerism and more frequently used the mass media for environmental news. Light


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statistical process. The methods of collecting are to be originally collected, while in case

of secondary data the nature of data collection work is merely of compilation

PRIMARY SOURCE-A structured questionnaire to be prepared and data will collected

from respondents. The sampling technique used in this survey is convenience sampling.

SECONDARY SOURCE-Secondary data means the data already available, which has

already been collected and analyzed by someone else. It includes the published data

available in the form of:

Various publications

Journals

Books, magazines, Newspapers

Internet

SAMPLE SIZE

The sample size of respondents will be 30. Convenience sampling method will

used.

Tools used for data collection:

Data was collected by using a self-constructed questionnaire from 30

respondents.

TOOLS USED IN SURVEY

The various tools used in conducting the survey are as follow:

Questionnaire

Personal Interview


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Research: Semi-Structured

Size: 30

Research Sampling: Convenient sampling

Tools of data analysis: SPSS and Microsoft Excel

Objectives

Objectives of the study

To find out brand preference of customers in a particular town.

To find out category preference.

To find out brand loyalty of customers.

To find out the source of influence of customer purchase. To rank the various attributes while selecting a brand

To find out the attitudes, needs, tastes and preferences of consumers towards

Soaps

DATA ANALYSIS AND INTERPRETATION

The purpose of the questionnaire was to identify the usage and buying pattern of the

consumers of toilet soap. For this, questionnaires were administered to 30 respondents. The

analysis is done on the basis of the answers given by the respondents to the questionnaire.


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1.

Gender wise classificationThe respondents group includes males and females. 57% of the respondents are females and 43

% are males. There is high proportion of males.

The following bar graph will illustrate the gender wise classification.

Gender Frequency Percentage

Female 13 43

Male 17 57

Total 30 100

2. Marital Status

0

10

20

30

40

50

60

frequecy percentage

male

female


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The respondents are classified into married and single to see any difference in the usage

pattern and the buying behavior. The respondents are 90% single and the rest 10% are married

which shows a comparable distribution for the analysis. The data analyzed is shown in the table

below.

Marital Status Frequency Percentage

Single 27 90

Married 3 10

Total 30 100

Hence majority of the user base lies in the single youth but the married people also forms a

comparable share in the bar graph.

The following bar graph will illustrate the classification based on marital status

3. Age group

This consists of classification of respondents according to age group. The following pie chart

illustrates this.

0

10

20

30

40

50

60

70

80

90

100

frequecy percentage

single

married


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Age Group Frequency Percentage

15-25 14 47

26-35 9 30

36-45 6 20

Above 45 1 3

Total 30 100

Fig 1: Classification according to age group

The age groups of the respondents are divided into certain range and the range is 10. The ages

are grouped as 15 to 25, 26 -35, 36-45 and above 45. Here majority of the respondents belong

to the age group of 15 to 25 and is about 47%. 30% of them are from the age group of 26 to 35.

frequecy

15-25

26-35

36-45

above 45


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4. Occupation

The respondents group includes 3 categories of people- employees, professionals, self-

employed and others. The student group forms the chunk of the user base as per the research

with 44%. Employed form 3 7% of the population. The data in table format is shown below.

Category Frequency Percentage

Employed 11 37

Self-

Employed 4 13

Professional 0 0

Student 13 44

Others 2 6

Total 30 100

The analyzed data is illustrated in the following bar graph

The following bar graph will illustrate the Classification based on occupation.

0

5

10

15

20

25

30

35

40

45

50

employed self employed profesional student other

frequency

percentage


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5. Buying pattern

The buying pattern has been divided as per the frequency and includes , once in 15 days, once

in month, once in 2 months

frequency

once in 15 days 4

once in month 15

once in 2 months 11

The percentage of respondents who buy soap once in a month forms the maximum. This is

illustrated in the bar graph shown below.


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The following bar graph will illustrate the based on usage pattern.

6. Using Specific Brand

Frequency of the people using a specific brand for a considerable period of time constitutes

34% of the population. The remaining doesnt have a specific brand preference. This is

illustrated in the following bar graph. From the bar graph we can find that more than half of the

respondents are those who do not use a specific brand for a considerable period of time. This

shows that brand loyalty among soap buyers in city is very low.

0

2

4

6

8

10

12

14

16

once in 15 days once in month once in 2 months

frequency

frequency


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The following bar graph will illustrate the specific brand preference

7. Category of soap

Popular category soaps forms the most popular among the respondents. More than 50% of the

customers favors popular category. It includes brands like lux, pears, cinthol, dettol etc. The

following bar graph will illustrate this.

0

5

10

15

20

25

Yes No

Frequency

Frequency


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The following bar graph will illustrate the Category preference.

8. Brand Preference

The most popular soap brand among the customers is Lux. Pears is the second popular soap

among the respondents. The preference is shown in the bar diagram shown below.

The following bar graph will illustrate the Brand preference.

0 5 10 15 20

Popular

Premium

Economic

Frequency

Frequency

0

2

4

6

8

10

12

lux lifebuoy dettol chintol pears johnson and

johnson

frequency

frequency


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12.Store preference

From the survey its found out that majority of the people prefer to buy soaps from

supermarkets. This may be due to the popping up of large number of supermarkets across the

city. Thus it is essential for soap companies to formulate strategies focused on customers who

buy the product from supermarkets. This is illustrated in the bar graph shown below.

0

2

4

6

8

10

12

Children Friends Yourself husband Presenter/Sales

Person Other

frequency

frequency


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13.Product characteristics

Consumer sees a variety of different attributes in product .for different consumers there

are different characteristics which they favor in a product. Respondents rank thedifferent attributes on scale of 5. Different attributes were Product Characteristics

(Quality, Packaging, Fragrance, Ingredients, Dirt removal, etc) which was highest rated

because if product delivers its value then consumer buy it, Price and Convenience of

place of purchase (Super Market, Retail Shop, Groceries etc) are on the equal scale

,Promotional Activities(TV/Radio advertisement, Free Issues, Money-Offs, Discount, etc),

Influence/Suggestion of a person(Family Member, Friend, etc), Suitability to the skin

type plays the least role.

0

5

10

15

20

25

super markets premium groceries retails pharmacy fancy shops

frequecy

frequecy


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14.Factors to be considered in soaps for ranking

From the survey it is found that quality of soap is the paramount criteria while selecting soap.

Attractive packaging of the product is another criterion along with the fragrance of the soap.

Size is another criterion which is rated high but is found to have less rating than skin protection.

This shows a shift in consumer taste from being price conscious to look conscious. This data

shows that customers tend to have a liking for quality products and for famous brands. The

various factors are ranked from 1 to 7. The highest rank, i.e. 7 is for quality and the last rank,

i.e. 1 is for packaging. This is illustrated in the following diagram.

0

1

2

3

4

5

6

attributes

attributes


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15.Promotional activities

Promotional activities of the soaps are governed by different factors. TV advertisement,

hoardings, newspapers are the major factor that influences purchase decision. Majority of the

respondents subscribed these as the major factor. This is illustrated in the bar graph given

below. Respondents has to select top three promotional activities among different activities

Rank

Rank


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0123456

789

10

promtional activities

promtional activities


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CHI-SQUARE Test

4.2.1 Age group and specific brand preference

Age group Using specific brand

Yes No

Total

15-25

26-35

36-45

Above 45

Total

0

4

5

1

10

1

5

7

7

20

1

9

12

8

30

Null Hypothesis (H0):

The brand preference is independent of different age groups.

Chi-square test:

Observed Value Expected Value (OijEij)2/Eij

0

1

4

5

5

7

1

7

0.333

0.666

3

6

4

8

2.666

5.333

0.333

0.1675

0.333

0.1666

0.25

0.125

1.0410

0.5210


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df= (c-1)(r-1)= (2-1)(4-1)=3

2 = (OijEij)2/Eij

[14]=2.937

The table value of 2 for 3 degree of freedom at 5 per cent level of significance is 7.815. Since

the calculated value of 2 is much less than the table value the null hypothesis is accepted.

4.2.2 Age group and usage

Age group Alternate

days

Once a day Twice a day Others total

15-25

26-35

36-45

Above 45

Total

0

0

0

0

0

0

1

6

4

11

1

7

8

1

17

0

1

0

1

2

1

9

14

6

30

Null hypothesis (H0):

Soap usage pattern is independent of different age groups.

Chi-square test:

2 = (OijEij)2/Eij =8.488

Degree of freedom is 9 and level of significance is 0.05. The table value of 2 for 9 degree of

freedom at 5 per cent level of significance is 16.919. Since the calculated value of 2 is much

less than the table value the null hypothesis is accepted.


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Findings

1. It is found that the people in the age group of 15-25 form the major chunk of customers.

They form about 47% of the customers and most of them are students

2. More than half of the customers buy soap once in a month.

3. Only 10% respondents use specific brand for a considerable period of time.

4. The popular category soaps forms the most selling category of soaps.

5. 75 g was found to be the most popular volume among customers.

6. Supermarkets are preferred by majority of the respondents to buy soaps.

7. The experience from the product in terms of its attractive packaging, value for money etc

has a higher say in purchase decision.

8. For a customer the quality of the soap is the paramount criteria while selecting soap. Brand

name of the product is another criterion along with the fragrance of the soap.

Suggestions

For soap:

Reduce burning sensation

Adopt aggressive marketing strategy for toilet soaps.

Smaller size of toilet soaps to enable the travelling people to be brand loyal

More attractive packaging should be adopt e.g.: chinthol come with new packaging and

thus higher there sales

For sales:

Attractive Packaging

Incentive to dealers/ distributors

TV commercials telecasted especially during prime time

Advertisements through Radio channels during morning and evening

Outdoor media: billboards at railway stations, buses etc


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Since advertising has a critical role in purchasing decision in store promotions, offers and

discounts, media advertisements etc for toilet brands should be increased. Efforts should be

made to improve the purchasing volume of the customers. For that discounts can be given for

multi packet purchase. Special measures must be taken to woo the customers.

Conclusion

The average consumer has become sensitive to value offered by brands, either in terms of price

or in terms of the intrinsic benefit offered at a higher price point. The emergence of several

discount brands and higher-priced improved offerings can be seen in the soap category. Lux is

an example of how the brand initiated the strategy of offering several variants (like almond) in

the lower segment when such variants have been associated with higher segments in the

category.

Apart from expecting value, the consumer is also caught in generic competition which may

force him/her to downgrade in a few categories while testing other categories. For instance,

the consumer, in order to balance her household budgets, may alternate between a good brand

of soap and a low-priced soap[8]

.

Balancing functional benefits, symbolic appeals and timing the right combination of good

functional attributes and symbolic brand orientation (which can be beyond advertising like an

event associated with beauty care/hair care) within a price band is likely to be a conceptual

approach to get over the complexities of the FMCG markets.

PERSONAL INFORMATION

1. NAME


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Go to another shop

Try the same type of brand

Try another brand

12.Who influence/suggest you to make the purchasing decision of the

brand?

Children

Friends

Yourself

HusbandPresenter/Sales Person Other

13.From where you like to buy the soap?

Super Markets

Premium Groceries

Retails Pharmacy

Fancy Shops

14.Rank the following attributes you consider while buying?

1 2 3 4 5

Product Characteristics (Quality, Packaging,

Fragrance, Ingredients, Dirt removal, etc)

Price

Convenience of place of purchase (Super


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1 2 3 4 5

Market, Retail Shop, Groceries etc)

Promotional Activities(TV/Radio advertisement,

Free Issues, Money-Offs, Discount, etc)

Influence/Suggestion of a person(Family

Member, Friend, etc)

Suitability to the skin type

15.What are the factors to be considered in soaps for purchasing

(Please indicate the rank using only number 1 to 7, 1 least and 7th

highest)

Attractive packaging

Fragrance/Odor /Smell

Size/Weight

Ingredients

Moisturizing effect

Lathering/Foaming effect

Softness

Dirt removal /Cleansing

Skin protection

16.What are the top 3 most influenced promotional activities to soap?

TV Advertisement

Radio Advertisement

POSM (Posters, Danglers, etc

Hoardings

Newspaper/Magazine

Discounts


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Free Banded issues (ex: Buy 2 get 1 free, etc)

survey on soaps

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