A PROJECT REPORT ON CONSUMER BEHAVIOR FOR GODREJ SOAPS

(Submitted in partial fulfillment of the requirement of Bachelor of Business Administration)

Submitted to: Dr. A.K. Rathore Faculty

Submitted by: Arun Verma BBA VIth Sem. (M) Enrollment No. 0321701707

(Session 2009-10) Tecnia Institute of Advanced Studies Institutional Area, Madhuban Chowk, Rohini, Delhi- 110085 (Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

CERTIFICATE

This is to certify that Mr. Arun Verma, Enrollment No. 0321701707 has worked under my supervision to prepare his project report on Consumer behavior for Godrej soaps. The work embodied in this report is original and is of the Standard expected of a BBA student and has not been submitted in part or full to this or any other university for the award of any other degree or diploma. He has completed all requirements of guidelines for Research Project Report and the work is fit for evaluation.

Signature of Guide

NAME DESIGNATION INSTITUTE

: Dr. A.K. Rathore : Faculty : Tecnia Institute of Advanced Studies.

DECLARATION

This is to certify the report entitled Consumer behaviour of Godrej Soaps is an original work and has not been submitted in part or full to this or any other university/institute for the award of any degree or diploma.

Signature of candidate Name: Arun Verma Roll No: 0321701707 Session: 2009-2010

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Dr. A. K. Rathore, Faculty BBA Department, Tecnia Institute of Advanced Studies for providing me the opportunity to present a dissertation on such an important issue i.e. Consumer behavior of Godrej Soaps and for his valuable guidance, useful suggestions regarding the underlying concept through out the work, as without his help I would not been able to present the work done as presented before you.

Arun Verma BBA VIth Sem. (M) Roll No. 0321701707

INDEX
S.R. No. 1. 2. 3. 4. 5. 6. 7 Particulars
CERTIFICATE DECLARATION ACKNOWLEDGEMENT INTRODUCTION FMCG INDUSTRIAL BACKGROUND COMMON FMCG PODUCTS MARKET POTENTIALITY OF FMCG INDUSTRY STEPS TO SUCCESSFUL FMCG BUSINESS FMCG SECTOR IN INDIA SCOPE OF FMCG SECTOR IN INDIA GROWTH PROSPECTS OBJECTIVES NEED OF THE PROJECT SCOPE OF STUDY VISION, MISSION & VALUES ABOUT GODREJ RESEARCH

Page Number 2-2 3-3 4-4 7-8 9-9 9-9 10-10

8.

10-10

8 9. 10. 11. 12. 13. 14. 15. 16.

11-11 12-12 13-13 14-14 15-15 15-15 16-17 18-18 19-19

METHODOLOGY

17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30.

DEFINITION OF RESEARCH PROBLEM REVIEW OF LITERATURE FORMULATION OF HYPOTHESIS RESEARCH DESIGN SAMPLING DESIGN DATA COLLECTION DATA ANALYSIS INTREPRETATION OF DATA RESEARCH PLAN DETAILED FINDINGS AND ANALYSIS LIMITATIONS CONCLUSION RECOMMENDATIONS BIBLIOGRAPHY

19-19 19-19 20-20 20-20 21-21 22-22 22-22 22-22 23-24 25-48 49-49 50-50 51-51 52-52

INTRODUCTION The Godrej Group is one of the respected business houses of India. The group has diverse business interests ranging from engineering to personal care products. Companies operating under the Godrej Group are involved in a host of businesses - From locks and safes to typewriters and word processors, from refrigerators and Furniture to machine tools and process equipment, from engineering workstations to Cosmetics and detergents, from edible oils and chemicals to agro products. Godrej Group is also well known for its philosophy and initiation of labour reforms. The Godrej Group was established in 1897. Its founder, Ardeshir Godrej, was a staunch nationalist. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of Innovation has continued throughout the organization's history. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agriculture products to name a few. A recent estimate suggested that 350 million people across India
7

use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej Group stands in a strong position today. With annual sales in excess of $1billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance. Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with leadership in personal; hair, household and fabric care segments. The company employs 950 people and has three state-ofthe-art manufacturing facilities at Malanpur (M.P.) Guwahati (Assam) and Baddi (H.P.). Godrej are among the largest marketer of toilet soaps in the country with leading brands such as CINTHOL , FAIRGLOW and GODREJ NO 1 . Our FAIRGLOW brand, India's first Fairness soap, has created marketing history as one of the most successful innovations.

FMCG Industrial Background

FMCG industry alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer-packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables, which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management.

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer

electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one, are low operational cost, strong distribution networks and presence of renowned FMCG companies. Population growth is another factor, which is responsible behind the success of this industry.

STEPS TO SUCCESSFUL FAST-MOVING CONSUMER GOODS (FMCG) BUSINESS

1.Supermarket and retail selling 2.Design, advertising and printing 3.Media and direct mail research 4.Market research 5.Public relations 6. Internet strategies

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FMCG sector in India

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the list are toilet soaps, detergents, toothpaste, shaving products, shoe polish, packaged foodstuff, household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return.

A major portion of the monthly budget of each household is reserved for FMCG products. The volume of money circulated in the economy against FMCG products is very high, as the number of products the consumer use is very high. Competition in the FMCG sector is very high resulting in high pressure on margins.

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Scope of FMCG sector in India

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010.

That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs. 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 20022004, it has been able to make a fine recovery since then.

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Growth Prospects

With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain.

FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future.

13

OBJECTIVES

MARKET SURVEY ON SOAPS FOR GODREJ CONSUMER PRODUCTS LIMITED WAS CONDUCTED WITH THE VIEW OF THE FOLLOWING ASPECTS:

1. To know the marketing opportunities for Godrej Products. 2. To know about customer acceptance of the product. 3. To help the company to know what consumer want in the product. 4. To analyze the buying behavior of individuals and households that

buys products for personal consumption.

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NEED OF THE PROJECT The project is a very good chance of working as a Marketing Research student, which gives us the practical exposure to this field. We might understand all theories or concepts in the classroom coaching but this project has solved various queries that might have not been able to solve in the class.

When we did this project we was suppose to develop a questionnaire and the thing which we thought is very easy job turned out a lot of questions like: Will customer listen? Why will customers be interested to fill it? Etc. This has also made me approach various types of people and convince them for my purpose.

Scope of the Study

The study of the consumer buying behavior offers a new perspective for evaluating the necessities in different categories of sectors. The study enables the organization to know the actual condition of the market and requirement of the different market players. Through this study we tried to find out actually what the consumers perceive quality as in a product like soap and what all they want or would like to see in soap.
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Vision, Mission & Values

Mission # Godrej Mission is to operate in existing and new businesses, which capitalize on the Godrej brand and corporate image of reliability and integrity. # Godrej objective is to delight our customer both in India and abroad. # We shall achieve this objective through continuous improvement in quality, cost and customer service. # We shall strive for excellence by nurturing, developing and empowering our employees and suppliers. # We shall encourage an open atmosphere, conducive to learning and teamwork.

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Values

# # # # # # # # #

Commitment to Quality Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Learning Organization Openness & Transparency Respect/Care & Concern for People Teamwork

17

About Godrej

Godrej Group is one of the largest conglomerates in India involved in various industries that include appliances, precision equipment, machine tools, furniture, healthcare, interior solutions, office equipment, foodprocessing, security, materials handling and industrial storage solutions, construction and information technology.

Its products include security Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and Detergents, Engineering Workstations, Medical Diagnostics and

Aerospace Equipment, Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products, Material Handling

Equipments Like FORKLIFT Trucks, Stackers, tier handlers, Sweeping machines, access equipments etc. Mr. Adi Godrej & Mr. Jamshyd Godrej heads the Group.

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RESEARCH METHODOLOGY

The following are the steps involved in research methodology:

Step 1: Define the Research Problem Step 2: Review of Literatures Step 3: Formulation of Hypothesis Step 4: Designing the Research Step 5: Sampling Design Step 6: Data Collection Step 7: Data Analysis Step 8: Data Interpretation & Conclusion

Definition of Research Problem: Dividing the market into three segments Studying the reason for being weakest brand Giving strategies for improving the weakest brand

Area to be studied is Delhi and NCR.

19

Review of Literature: The background of soaps brands was studied from Internet as well as books, Journals and magazines from library of Tecnia Institute of Advanced Studies, New Delhi.

Formulation of Hypothesis: Working Hypothesis is tentative assumption made in order to draw out and test its logical or empirical consequences. As such the manner in which research hypothesis are developed is particularly important since they provide the focal point for research. The factors affecting the brand strength of Soaps are tested at definite level of significance and conceptualized to be a hypothetical formulation.

Research Design: Research design has four parts: Sampling design, Observational design, Statistical design and Operational design.

Questionnaire: Detailed and close-ended questionnaires were designed and efforts were made to gather as much information as possible. There were 40 questionnaires filled by two segments
20

different age groups from 16 -24 and 25 - 40. It was an effort to collect the information regarding the brand strength in Rural areas of Delhi and NCR.

The following consideration were taken into account for the designing, preparation and analysis of the research questionnaire: -

1. Designing of questionnaire 2. Preparation of questionnaire 3. Collection of primary data 4. Analysis of questionnaire 5. Finding and recommendations Sampling Design: A definite plan, technique or procedure is adopted in selecting the items of the sample. The following steps are paid into attention for the purpose of this marketing research:

Define the population: In age groups (16-24, 25-40). Sampling Unit: Geographical area which includes Delhi & NCR. Determine the Sample Size: A sample of 40 is considered are taken keeping in view the time constraints and to eliminate the complexity in calculation.
21

Parameters of Interest: Branded soap used factors which influence the decisions, attributes looking and preference of brand of soap usage.

Budgetary Constraints: Cost consideration from practical point of view, have a major impact upon decisions relating to not only the size of the sample but also the type of sample.

Specifies the Sampling Method: The method by which the sampling units are selected is described. Here the judgmental sampling is used to identify the elements to be surveyed.

Data Collection: After carefully identifying the target people, efforts were made to get the questionnaire fulfilled from the relevant persons who can give appropriate answer. Meeting with those persons were used for collecting information. Primary data: The primary data has been collected with the help of filled in questionnaires under various segments. Secondary data: The secondary has been collected through Internet, Journals and various books and magazines.

22

Data Analysis: Data collected from different age groups (16-24, 25-40) were studied to the brand strength of Soap usage. The data collected from the survey were transformed in an organized form by constructing relevant datatables. There after grouping them under relevant heads and then filtering and sorting them on different aspects as per the objective of this study analyzed them.

Interpretation of Data: After getting all the information, the primary data is analyzed and finally the weakest brand of Soaps is found out.

RESEARCH PLAN

Primary data collection through Questionnaire from various target groups. Analysis of findings as primary data. Identifying the strong brand and the weak brand. Developing strategies for the weak brand.

23

Data Source: Sample size=40. It was divided as per the three segments. 1) 16 - 24 2) 25 40 - 20 questionnaires - 20 questionnaires

Field Work Plan: The fieldwork was done by carefully selecting the target areas where the survey was to be conducted. A lot of emphasis was laid upon selecting the areas as right and maximum information was to be gathered.

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DETAILED FINDINGS AND ANALYSIS

Through this market study and segment research the following observations are made and all possible findings are projected in the detailed way. The findings are distributed among the various questions, which were asked to the people while the survey. The criteria based on which the observations are made are as follows: DETAILED ANALYSIS OF THE AGE GROUP OF 16-24 1. You use soaps for?

1. You use soaps for?

25% 40% Shower Face Wash Hand Wash

35%

OBSERVATION:- The above pie chart tells that 8 people use soaps for shower, 7 people use it for face wash and 5 people use it for hand wash. ANALYSIS:- The above pie chart tells us about the usage of soaps in the age group of 16-24, 40% people is using soaps for shower as because today a soap can be use for multiple usage, as there are lot of products available in the market so in case of face wash and hand wash there is less usage of soaps in that particular category.

25

2. What is your family size?

OBSERVATION:- Out of sample size of 20, 7 were staying as a couples, 3 were singles, 4 were having family members of three and 6 were having the family members of 4 & above.

2 W a is Y u fa ily s e . ht o r m iz ?

3% 0

1% 5 Oe n T o w T re h e F u &a o e o r bv

3% 5 2% 0

ANALYSIS:- Above pie chart tells us about the family size the big the family the consumption of the soap will be more, those who were staying single and in couples will consume less than the family whose size is of three members.

26

3. How often do you purchase soaps?

OBSERVATIONS:- :- In the pie chart below we find that the family of four and above consume more soaps as 35% are using it weekly and most of them were using soaps in 2 weeks time that is 30% as compare to the single user who takes time of a month.

3. How often do you purchase soaps?

15% 35% Weekly Every 2weeks Monthly More than a Month

20%

30%

ANALYSIS:- From the pie chart we can easily conclude that people generally consumes soap within a period of 2 weeks and families with more than 4 members consumes it in a week. Rest may take a month or more.

27

4. What is the price range you prefer the most for buying soaps?

4) What is the price range you prefer the most for buying soaps?

5% 15% 30% Rs Rs Rs Rs 8-14 15-20 20-25 26& above

50%

OBSERVATIONS:- In the above pie chart out of 20 respondent 10 prefer to buy soaps in the range of Rs 15-20, 3 people prefer to buy soaps in the range of Rs 20-25 6 people prefer in range of Rs 8-14, and the rest are in above 26.

ANALYSIS:- From the above pie chart we can conclude that around 80% people spend on Rs 8-20 and the people spend on above Rs 21 they generally were single and newly married couples.

28

5. What is your criteria while judging the quality of a soap?

5) What is your criteria while judging the quality of a soap ?

15% 40% 25% 20% Foamy Thick lather Longevity packaging

OBSERVATION:- In the above pie chart we observe that the quality of soap is judged by the foamy nature of the soap and then comes the longevity of the soap which was also voted by 25% of the respondents.

ANALYSIS:- There was a mixed reaction given by the respondents as in both the cases that is foamy and longevity, which were the essential requirements for the customers point of view, packaging and thick lather matters for few customers.

6. What attributes do you look for in a bathing soap? 29

6) What attributes do you look for in a bathing

20% 30% Fragrance Freshness Appearance Color

15%

35%

OBSERVATION:- In the above pie chart we can see that 7,6 people prefer freshness and Fragrance as an attributes respectively in bathing soap and color , appearance were 4 and 3 respectively.

ANALYSIS:- From the above pie chart we can conclude that respondents looks for freshness and fragrance in a bathing soap as it covers 65% and the rest 4% peoples were prefer to have color in bathing soap as it gives psychological advantage.

7. What effects do you like in your soap?

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7) What effect do you like in your soap ?

5% 25%

40%

Moisturizing Antiseptic Glycerin Eco- friendly

30%

OBSERVATIONS:- Out of 20 respondents it was observed that 6 people needed antiseptic, 8 opted for moisturizing and 5 opted for glycerin in the soap. ANALYSIS:- In this survey we can easily make out that most of the consumers like moisturizing in there soap, antiseptic is also a category where consumers shows there interest while eco-friendly is opted by less amount of consumers and in case of glycerin 25% people opted for that because it used mainly in the cold season to keep the skin soft.

8. What contents do you prefer in your soap?

31

OBSERVATIONS:- Out of 20 respondents 5 consumers replied that they prefer ayurvedic content in soap, 4 consumers preferred neem in the soap, 4 and 2 number of consumers prefers to have rose and lemon respectively, sandalwood is preferred by only 2 respondents and 3 were willing to have milky content in there soap.

ANALYSIS:- From the above pie chart we can conclude that our consumer generally likes to have ayurvedic and neem in there contents than compare to rose, lemons, milky and sandalwood in the soap.

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9. Which is the most important factor that you consider to purchase soap? (From the brands point of view)
9. W hich is the m ost im portant factor that drives you to purchase soap?

15% 30% Product quality Product quantity Product price 35% 20% Brand image

OBSERVATIONS: - All total of 20 respondents product quality is being appreciated by 6 respondents, 7 respondents preferred the reasonable product price, product quantity is a factor which is considered by 4 respondents, Only 3 respondents suggested that they would prefer brand image.

ANALYSIS:- In the above pie chart we conclude that people looks for product quality and product price much more than product quantity, few customers are even looking for brand and the image.

33

10. What is it that makes you choose one soap over the other?

10. What is it that makes you choose one soap over the other?

15% 5%

15% Durability Availability Costs Offers 30% Attributes Quality

15%

20%

OBSERVATIONS:- Out of 20 respondents, customers choose soap according to the availability (6), costs (4), durability and offers both (3) and quality is (3).

ANALYSIS:- In the above pie chart we can conclude that customers choose soaps over others on the basis of availability and costs. Few choose according to durability and offers and a very few looks for attributes. Even Quality remains concern for a few customers.

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11. How would you rate the overall quality of Godrej soaps ?

11) How w ould you rate the overall quality of godrej soaps ?

5% 15% Excellent G ood Fair B ad 35%

45%

OBSERVATIONS: - Out of 20 respondents 45% said that the product is excellent (9), good (7), fair (3). And single people think that the product is really bad they are 1 in number that is 5%.

ANALYSIS:- From the above pie chart we conclude that most of the peoples think that the product is excellent that is 45%, 35% think that the product is good few have mixed reactions like fair and a very enough to use few thinks that soaps are bad that is 1 out of the sample size of 20.

35

12. Would you recommend Godrej consumer products to your friends and

Colleagues?

12) Would you recommend godrej consumer products to your friends and colleagues?
14

15 10 5 0 Yes No

6 Series1

OBSERVATIONS: - Out of the sample of 20, 14 say yes for the recommendation and 6 say no for the recommendation.

ANALYSIS: - From the above pie chart we conclude that 14 people out of 20 were recommending the Godrej consumer products to their friends and colleagues and 6 people said they wont be recommending the product to their colleagues because they dont feel the product as much excited and need to change.

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DETAILED ANALYSIS OF THE AGE GROUP OF 25-40 1. You use soaps for?

1) You use soaps

25%

30% Shower Face wash Hand wash 45%

OBSERVATION: - In the above pie chart we observe that the 45% use soap for face wash and 30% and 25% each use for shower and hand wash respectively.

ANALYSIS: - We can conclude that many people want the soap for face wash as now these days there are soaps which contain ingredients for making skin fair. And in case of shower and hand wash there are different types of products available in the market so people can go for it.

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2. What is your family size?

2. What is your family size

10% 25% One Two Three 40% 25% Four & above

OBSERVATION:- In the above pie chart we find out of 20 respondents 2 are living single, 8 were living couples, 5 were have the family of three and 5 were having the family size of four and above.

ANALYSIS:- We can conclude that the family size of the four and above can consume more soaps as compared to the family size of three, two and one.

3. How often do you purchase soaps?

38

OBSERVATIONS :- In the pie chart below we find that the family of four and above consume more soaps as 40% are using it weekly and most of them were using soaps in 2 weeks time that is 25% as compare to the single user who takes time of a month.

3 H wo n d y u p rc a e ) o fte o o u h s s a s? op

W e ly ek 1 % 5 4 % 0 2 % 0 2% 5 Ee 2 v ry We s ek M n ly o th M re th n a o a mn o th

ANALYSIS :- From the pie chart we can easily conclude that people generally consumes soap within a period of 2 weeks and families with more than 4 members consumes it in a week. Rest may take a month or more.

39

4. What is the price range you prefer the most for buying soaps? OBSERVATIONS: - In the above pie chart out of 20 respondent 7 prefer to buy soaps

4 W a is th p ) h t e rice ra g y u p fe n e o re r th m st fo b y g so p ? e o r u in a s

10 %

15 % R 8-14 s R 15 s -20 R 20-25 s R 26& A ve s bo

40%

3% 5

in the range of Rs 15-20, 8 people prefer to buy soaps in the range of Rs 20-25 3 people prefer in range of Rs 8-14, and the rest are in above 26. ANALYSIS: - From the above pie chart we can conclude that around 75% people spend on Rs 15-25 because this is the age where people settle themselves and live their life to fullest and the people spend on above Rs 25 they generally were single and newly married couples.

40

5. What is your criteria while judging the quality of soap?

5 W a is y u criteria w ile ) h t o r h ju g g th q a d in e u lity o a so p ? f a

10% 3 % 5 Foam y Thick lather Longevity Packaging

40% 1 % 5

OBSERVATION: - In the above pie chart we observe that the quality of soap is judged by the foamy nature of the soap and longevity of the soap which was voted by 40% of the respondents. Packaging and thick lather is also a concern for few peoples.

ANALYSIS: - There was a mixed reaction given by the respondents as in both the cases that is foamy and longevity, which need to be present while judging the quality of the soap.

41

6. What attributes do you look for in a bathing soap?

6 W a a ib te d y u lo k fo in a ) h t ttr u s o o o r b th g s a ? a in o p

2 % 0 4 % 0 1 % 0 F g ne ra ra c F sh e re n ss A p a ne p e ra c C lo o r

3% 0

OBSERVATION: - In the above pie chart we can see that 6, 8 people prefer freshness and Fragrance as an attributes respectively in bathing soap and color , appearance were 4 and 2 respectively.

ANALYSIS:- From the above pie chart we can conclude that respondents looks for freshness and fragrance in a bathing soap as it covers 70% and the rest 20% peoples were prefer to have color in bathing soap because color attracts these peoples.

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7.What effect do you like in your soap ?

7 W a e c d y u lik in y u s a ? ) h t ffe t o o e o r op

1 % 0 3% 5 2 % 5 M istu o rizin g A tise n ptic G ce ly rin E - frie d co n ly

3 % 0

OBSERVATIONS:- Out of 20 respondents it was observed that 6 people needed antiseptic, 7 opted for moisturizing and 5 opted for glycerin in the soap. ANALYSIS:- In this survey we can easily make out that most of the consumers like moisturizing in there soap because it is the age where the skin starts becoming dull so moisturizing is more preferred, antiseptic is also a category where consumers shows there interest while eco-friendly is opted by less amount of consumers and in case of glycerin 25% people opted for that because it used mainly in the cold season to keep the skin soft.

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8. What contents do you prefer in your soap?

8 W at co ten do yo prefer ) h n ts u in yo so ur ap?

15% 15%

25%

5% 10% 30%

N eem Sandalw ood M ilky Ayurvedic Rose Lem on

OBSERVATIONS:- Out of 20 respondents 6 consumers replied that they prefer ayurvedic content in soap, 5 consumers preferred neem in the soap, 3 consumers prefers to have both rose and lemon, sandalwood is preferred by only 1 respondents and 2 were willing to have milky content in there soap.

ANALYSIS: - From the above pie chart we can conclude that our summer generally likes to have ayurvedic and neem in there contents than compare to rose and lemons in the soap.

44

9. Which is the most important factor that you consider to purchase soap? (From the brands point of view)

9 W ic is th m s im o n fa to ) h h e ot p rta t c r th t d e y u to p r h s s a ? a riv s o uc a e o p

2 % 0 3% 5 P dc qa ro u t u lity P d c q a tity ro u t u n P dc p e ro u t ric B n im g ra d a e

3% 0

1% 5

OBSERVATIONS:- All total of 20 respondents product quality is being appreciated by 7 respondents, 6 respondents preferred the reasonable product price, product quantity is a factor which is considered by 3 respondents, Only 4 respondents suggested that they would prefer brand image.

ANALYSIS:- In the above pie chart we conclude that people looks for product quality and product price much more than product quantity, few customers are even looking for brand and their image.

45

10. What is it that makes you choose one soap over the other?

10) W hat is it that m akes you choose one soap over the other?

5% 15%

5%

20% Durability Availability Costs Offers Attributes 30% Quality

25%

OBSERVATIONS: - Out of 20 respondents, customers choose soap according to the availability (6), costs (5), durability and offers are 4 and 3 respectively and quality is (1).

ANALYSIS: - In the above pie chart we can conclude that customers choose soaps over others on the basis of availability and costs. Few choose according to durability and offers and a very few looks for attributes. Quality remains concern for a few customers.

46

11. How would you rate the overall quality of Godrej soaps?

1 ) H ww u y u r te th 1 o o ld o a e o ea q a v r ll u lity o g d e s a s f or j op

5 % 2% 5 4 % 0 E c lle t xe n Go od F ir a Bd a

3% 0

OBSERVATIONS: - Out of 20 respondents 40% said that the product is excellent (8), good (6), fair (5). And the few dont like soap is really bad they are 1 in number that is 5%.

ANALYSIS:- From the above pie chart we conclude that most of the peoples think that the product is excellent that is 40%, 30% think that the product is good few have mixed reactions like fair enough to use and a very few thinks that soaps are bad that is 1 out of the sample size of 20.

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12. Would you recommend Godrej consumer products to your friends and colleagues?

12) Would you recommend godrej consumer products to your friends and colleagues?

15

10

z Series1

0 Yes No

OBSERVATIONS: - Out of the sample of 20, 15 say yes for the recommendation and 5 say no for the recommendation.

ANALYSIS: - From the above pie chart we conclude that 15 people out of 20 were recommending the Godrej consumer products to their friends and colleagues and 5 people said they wont be recommending the product to their colleagues because they dont feel the product as much excited and need to change.

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LIMITATIONS

Time constraint was a major factor for retracting the study only to the capital city and surrounding areas i.e. Delhi and NCR. Thus the conclusion that has beam drawn on the basis of results of survey has portrayed the preferences of the customers in the covered areas and thus cannot be generalized without any error term for the rest of the state.

The project also suffers from limitations of sampling method.

CONCLUSION

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 Consumers generally use soaps for shower & hand wash. Due to the introduction of different variety of face washes consumption of soap for washing face has reduced. Most of the consumers generally spent between Rs.8 to Rs.20 on buying soaps. The Marketing opportunities are much more in the FMCG, provided the customers are taken care of. The Customer acceptance of the Godrej soaps is preferably high. The consumers mostly spend Rs. 15- Rs.20 for buying soaps. Most of the consumers like to have foamy soaps and those having longevity. Mostly people got attracted due to the fragrance of the Soaps and some prefer Hygiene. There is a mixed variation in the opinion about what people want in the Soaps. Mostly people buy soaps by comparing the prices firstly and then their fragrance and other attributes. The behaviour of the consumers changes frequently as more and more companies introduce different soaps.

RECOMMENDATIONS

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 The companies should think on introducing some innovative way in positioning themselves in the market as in the way of showing their attributes or rather their products attribute to the people so that they are more interested in their products. while purchasing, most people see preferably low prices and discounted items so the company can make the most out of it by stressing on making the prices of the soaps comparatively low and introduce some discount offers to the public. The company can introduce some new soaps in the market with new contents to increase their market opportunities. The customer acceptance of the Godrej soaps is comparatively high but the company should take care of the customer needs in order to be in the market.

Bibliography

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1. Bolar,

1978 Performances Appraisal; Readings, case studies, and a survey of

practices; New Delhi. 3th Edition

2. Vsp Rao, and Pareek 3. Dayal, I, 1989.

V, 1978. Performances appraisal; Manuals. Learning

system; New Delhi .4th Edition Management, marketing in origination and simulated exercises,

prentice-Hall of India; New Delhi. 7th Edition 4. Philip Kotler marketing management text cases 4th Edition

WEBSITES www.google.co.in www.scribd.com www.wikipedia.com/godrej/company_profile and many others.

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