CONSUMER BEHAVIOR TOWARDS LUX SOAP

Presentation By: Yogesh Godhwani. (33)

METHODOLOGYy Objective:y To study the consumer behavior towards Lux soap.

y Sample Size: 54 (24 Males and 30 Females) y Data Collection:y Primary Data: Data has been collected directly from the

respondents with the help of structured questionnaires and analysed with the help of MS Excel.

LIMITATIONSy Respondents may not have given correct information y Limited Period

ANALYSISUSE?30

44% 56%

YES NO

24

Factors responsible for Purchase of LUX3%

Cultural 50% 47% Personal Social

y Cultural Factors:y Males belonging to age group 20-30

y Personal Factors:y Females belonging to age group of 20-25

Influential factor

40%

Celebrities Endorsement Friends 57% Word of Mouth

3%

Brand Loyal

33% Yes 67% No

Other Brands

45% 52%

Dettol Dove Lifebuoy

3%

REASONy Dettol: Antiseptic

Target Familiesy Lifebuoy: Germ protection

SOME OTHER FINDINGSy All respondents purchased monthly y 85% respondents purchased from local stores y 65% respondents like LUX because of its fragrance y 26% respondents like LUX because of its Long lasting Quality y 9% respondents like LUX because of its refreshing Experience

SWOTy Strengths:y Strong Brand Image y Many variants y Continuous Innovation

y Weakness:y Targets only Women

y Opportunities:y Line Extension: More Variants catering Natural

Segment.

y Threats:y Internal Competitors: Dove & Lifebuoy y External Competitors: Dettol

SUGGESTIONSy BTL promotionsy Sponsorship activities y Sales promotions like giving freebies with goods

Thank you!!!