Market Research Project on Liquid Handwash

PROJECT REPORT ONCONSUMER BUYING BEHAVIOUR

Liquid Hand Wash Soaps

INDEX No.

SUBJECTPAGE

NO.

1 Executive summary

2 History of Liquid Handwash

3 Introduction

4 Specific Problem Definition

5 Objective Of The Project

6 Hypothesis

PREPARED BY:-

RAVINDRA LATTOONEHA SHARMARAHUL KUMAR

SUBMITED TO: - PROF. KISHOR BHANUSHALI

7 Sample and Research Methodology

- Research Design

- Data collection methods/sources

- Sampling plan

8 Research Limitation

9 Data Analysis and Interpretation

10 Detail Findings

11 Conclusion

12 Recommendation and suggestions

13 Appendices

EXECUTIVE SUMMARY

In order to predict the consumer buying behavior towards liquid handwash we conducted a suvey of sample size 100 in order to predict the level of awareness,practice,brand loyalty among consumers of liquid hand wash. We followed Convenient random sampling methodology and filled 100 questionnaires having maximum frequency of mostly youth people(16-25 years) having income 0-1000Rs,the rest were aged businessman and service class people having higher incomes than this.After filling the questionnaires, we entered the data into SPSS thereafter we analysed it we found there is considerable amount of awareness and practice among the buyers of liquid hand wash and Dettol happens to be market leader in this segment in Infocity area followed by Lifebuoy and others. Brand is the most deciding factor for buying Liquid handwash

followed by Price,Variants and Advertisments. Rest of the brands apart from Lifebuoy and Dettol need to have proper penetration in this area with better promotional offers to capture market share.

HISTORY OF LIQUID HANDWASH

Liquid soap is a nice alternative to bar and block soap. The trusty hand soap that we squirt into our hands in public bathrooms or set out when company is coming is very handy. However, things were always not so simple. Grabbing the bottle of Tide or squirting the Palmolive into the sink is something that we do not think twice about.

Liquid soap is one of those things that we tend to take for granted. Although soap has a very lengthy history, liquid soap did not come on to the soap scene until the 1800’s. In 1865 William Shepphard patented liquid soap. In 1898 B.J. Johnson Soap Company introduced Palmolive. This

new soap was made of palm and olive oils and it grew popular in a short amount of time. B.J Johnson Company would make a stunning profit off of Palmolive that they changed their name to Palmolive.

INTRODUCTION

Earlier in India liquid handwash was not popular. Though people wash hands but they do not prefer liquid handwash. FMCG Company creates awareness for changing hand washing habit. They try to make people health conscious in respect to washing hands. In FMCG segment Liquid handwash is a growing product category.

The importance of personal care and hygiene brings us to our product which we have chosen for our market research project: Liquid Hand Wash

Hand hygiene pertains to the hygiene practices related to minimizes or prevent disease and the spreading of disease. The main purpose of washing hands is to cleanse the hands bacteria or viruses and chemicals which can cause personal harm or disease.

SPECIFIC PROBLEM DEFINITION

The level of awareness and practice of hand hygiene People preference to wash hands Brand consciousness Brand loyalty of liquid hand brands among consumers

OBJECTIVE

Our main objective to find out:- The level of awareness and practice of hand hygiene People preference to wash hands Brand consciousness Brand loyalty of liquid hand brands among consumers

SAMPLE AND RESEARCH METHODOLOGY

This report deals with the understanding of Indian consumers buying behavior towards liquid hand wash. We did a survey of 100 customers in Infocity Gandhinagar and based on their response carried out our analysis.

We asked the respondents about their age, gender and occupation. After getting their basic information we asked the respondents to rank a few brands of liquid soaps. The brands included the following: Dettol, Palmolive, Lifebuoy, Santoor and Others (which represent any other local or regional brand which the respondent might prefer).

First of all we collected primary data for defining our objective for marketing research project in specified handwash category from different sources e.g. Articles, news paper, magazines and books form library.

For Sampling Techniques We have taken combination of two techniques Probability Sampling Techniques i.e. Simple Random Sampling and Non-Probability Sampling Techniques i.e. Convenience Sampling. It involves picking any available set of respondent convenient for representativeness and accuracy in data and our sample size was 100.

We made questionnaire for the respondents. Based on their choices about how they make their preferences for specific brands in the Hand Wash segment, the project tries to comprehend the types of customers who reside in India when making such decisions and which parameters they pay more attention to when making their final decision.

RESEARCH LIMITATIONS

Since we have taken Convenience Sampling, the analysis may not represent a true picture of the target population.

Language Barrier especially with the respondents Most of the respondents were not aware of marketing jargons such as Brand, Promotion etc.so

we need to explain them or some had pre-conceived notions for the same. Biasedness towards some questions need not be taken into consideration Casuality of the respondent while filling the form is ruled out.

DATA ANALYSIS AND INTERPRETATION

98%

2%

Do you wash hands on regular day to day basis?

Yes No

This means that most of the people(98%) prefer to wash hands on day to day basis.

23%

9%

68%

What do you prefer to clean your hands frequently?

Handsoap Sanitizer Liquid Handwash

Liquid Handwash had good amount of popularity among cleanliness (68%) tools in Infocity Area

24%

51%

25%

0-5 times 5-10 times 10-15 times

How many times do you wash hands in a day?

51% people follow Moderate practice to wash hands i.e, 5-10 times which is decent enough.

45%

23%

14%

9%

3%6%

When do you wash hands?When your hands are dirtyBefore eating or touching foodAfter using the bathroomAfter touching pets or other animalsAfter playing sportsBefore and After visiting sick or relative friend

45% Respondents wash their hands maximum when they encounter their hands with dirt.

25%

75%

Why do you wash your hands?

Habit Hygiene

25% people have habit of washing their hands over and over which is still less as compared to those who wash their hands(75%) for hygiene.

31%

57%

5%7%

Whom in your family washes hand a lot?

Kids Mummy Grand ma Myself

Mummy washes the hand maximum in Family(57%)

53%47%

Do kids wash their hands by own?

Yes No

53% of the kids wash their hands by own without anyone’s help.

89%

9%

2%

If No, who washes their hands at max-imum times?

Mother Father Grandmother

Mother is the safeguard angel of kids

85%

12%

1% 1% 1%

On a scale of 1-5,How would you rate your most prefered brand for liquid

handwash?

Dettol Lifebuoy Palmolive Santoor Godrej

Dettol is the market leader in the handwash segment as 85% of people prefer to use dettol at first priority.

53%47%

Have you used any other brand?

No Yes

Customer loyalty (53%) for a particular brand so people do prefer to change brands as per the parameters covered in next question.

42%

25%

11%

17%

6%

On a scale of 1-5 Rate the factors for changing the existing liquid handwash

you were using?Image PriceAdvertisments Variants(color/fragnace/anyother)Product size

53% of the people who are not brand loyal consider Image(41%) as an important factor for changing their brand. Price is also second important factor for changing the brand.

7%

42%

4%

47%

Which brand do you prefer if you want to change the existing brand for liquid

handwash?

Dettol Lifebuoy Palmolive No brand

Lifebuoy(42%) of the people prefer as the second choice if they want to switch the first brand.

3%

79%

12%

2% 1% 1% 2%

What is your age?0-15 years 16-25 years 26-35 years 36-45 years36-45 years 46-55 years 56-65 years

Most of the respondents were young in age. So the outcome of the project is youth centric opinion.

52%48%

What is your gender?

Male Female

Responders were from both the genders almost equal.

51%

3%

4%

8%

10%

5%

9%

10%

What is your income?0-1000Rs. 1000-5000Rs. 5000-10000Rs. 10000-15000Rs.15000-20000Rs. 20000-25000Rs. 25000-30000Rs. 30000-35000Rs.

Income of the respondents.

51%46%

3%

What do you do?

student Service Businessman

Occupations of the respondent.

Correlations

What is your income?What is your

age?What is your income? Pearson Correlation 1 0.472 Sig. (2-tailed) . 0.000 N 100 100What is your age? Pearson Correlation 0.472 1 Sig. (2-tailed) 0.000 . N 100 100**. Correlation is significant at the 0.01 level (2-tailed)

Income and Age of the respondents are positively correlated 0.472 but it is not very strong at 0.01 level of significance.

Here the Variables are negatively corelated as the correlation between them is -0.35.

Model Summary

Model R R SquareAdjusted R

Square Std. Error of the Estimate1 0.072 0.005 -0.005 0.705

a. Predictors: (Constant), What is your gender?

Correlations

What is your

age?How many times do you wash hands

in a day?What is your age? Pearson

Correlation1 -0.035

Sig. (2-tailed) . 0.731N 100 100


Pearson Correlation

-0.035 1

Sig. (2-tailed) 0.731 .N 100 100

ANOVA(b)

Model Sum of Squares df Mean Square F Sig.1 Regression 0.254 1 0.254 0.512 0.476

Residual 48.736 98 0.497 Total 48.990 99

a. Predictors: (Constant), What is your gender?

b. Dependent Variable: How many times do you wash hands in a day?

Coefficients(a)

Model

Unstandardized Coefficients Standardized Coefficients

t Sig.B Std. Error Beta1 (Constant) 1.861 0.220 8.438 0.000

What is your gender?

0.101 0.141 0.072 0.715 0.476

a. Dependent Variable: How many times do you wash hands in a day?

Since the Value of R =0.072 so the strength indicates weaker relationship between Age and Frequency of Handwashing. Value of Adjusted R Square indicates the model does not fit the population well.

T-testOne-Sample Statistics

NMea

nStd.

DeviationStd. Error

MeanDo you wash hands on regular day to day basis?

100 1.02 0.141 0.014

What do you prefer to clean your hands frequently? 100 2.45 0.845 0.085


100 2.01 0.703 0.070

When do you wash hands? 100 2.20 1.470 0.147Why do you wash your hands? 100 1.75 0.435 0.044Whom in your family washes hand a lot? 100 1.95 0.999 0.100Do kids wash their hands by own? 100 1.47 0.502 0.050If No, who washes their hands at maximum times? 100 4.36 2.946 0.295

On a scale of 1-5,How would you rate your most prefered brand for liquid handwash?

100 1.21 0.608 0.061

Have you used any other brand? 100 1.47 0.502 0.050On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?

100 3.99 2.125 0.212

Which brand do you prefer if you want to change the existing brand for liquid handwash?

100 4.32 2.558 0.256

What is your age? 100 2.30 0.948 0.095What is your gender? 100 1.48 0.502 0.050What is your income? 100 3.24 2.637 0.264What do you do? 100 1.52 0.559 0.056

One-Sample Test

Test Value = 0

t dfSig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower UpperDo you wash hands on regular day to day basis?

72.492 99 0.000 1.020 0.99 1.05

What do you prefer to clean your hands frequently? 28.981 99 0.000 2.450 2.28 2.62


28.573 99 0.000 2.010 1.87 2.15

When do you wash hands? 14.964 99 0.000 2.200 1.91 2.49Why do you wash your hands? 40.212 99 0.000 1.750 1.66 1.84Whom in your family washes hand a lot? 19.525 99 0.000 1.950 1.75 2.15Do kids wash their hands by own? 29.305 99 0.000 1.470 1.37 1.57If No, who washes their hands at maximum times? 14.801 99 0.000 4.360 3.78 4.94

On a scale of 1-5,How would you rate your most prefered brand for liquid handwash?

19.903 99 0.000 1.210 1.09 1.33

Have you used any other brand? 29.305 99 0.000 1.470 1.37 1.57On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?

18.778 99 0.000 3.990 3.57 4.41


16.889 99 0.000 4.320 3.81 4.83

What is your age? 24.258 99 0.000 2.300 2.11 2.49What is your gender? 29.475 99 0.000 1.480 1.38 1.58What is your income? 12.288 99 0.000 3.240 2.72 3.76What do you do? 27.181 99 0.000 1.520 1.41 1.63

Crosstabs

NotesOutput Created 31-Mar-2012 12:38:58Comments Input Data C:\Users\C14\Desktop\data

entry [email protected] pm.savFilter <none>Weight <none>Split File <none>N of Rows in Working Data File

100

Missing Value Handling

Definition of Missing User-defined missing values are treated as missing.

Cases Used Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.

Syntax CROSSTABS /TABLES=Initiativebykids BY Guardian /FORMAT= AVALUE

TABLES /STATISTIC=CHISQ /CELLS= COUNT /COUNT ROUND CELL .

Resources Elapsed Time 0:00:00Dimensions Requested 2Cells Available 116,508

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent NPerce

ntDo kids wash their hands by own? * If No, who washes their hands at maximum times?

100 100.0% 0 0.0% 100100.0

%

Do kids wash their hands by own? * If No, who washes their hands at maximum times? Crosstabulation

Count

If No, who washes their hands at maximum times?

TotalMother FatherGrandmot

herNo one

Do kids wash their hands by own?

Yes 0 0 0 53 53No 40 4 1 2 47

Total 40 4 1 55 100

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square

92.263 3 0.000

Likelihood Ratio

121.086 3 0.000

Linear-by-Linear Association

90.575 1 0.000

N of Valid Cases

100

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is .47.

Crosstabs



100




SyntaxCROSSTABS /TABLES=Mostpreferedbrand BY loyaltowardsbrand /FORMAT= AVALUE TABLES /STATISTIC=CHISQ /CELLS= COUNT /COUNT ROUND CELL .



Cases

Valid Missing Total

N Percent N Percent NPerce

ntOn a scale of 1-5,How would you rate your most prefered brand for liquid handwash? * Have you used any other brand?

100 100.0% 0 0.0% 100100.0

%

On a scale of 1-5,How would you rate your most prefered brand for liquid handwash? * Have you used any other brand? Crosstabulation

Count


TotalNo YesOn a scale of 1-5,How would you rate your most prefered brand for liquid handwash?

Dettol 45 40 85Lifebuoy 6 6 12Palmolive 1 0 1Santoor 1 0 1Godrej

0 1 1

Total 53 47 100

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square

2.945 4 0.567

Likelihood Ratio

4.093 4 0.394


0.002 1 0.966

N of Valid Cases

100


Crosstabs



100




Syntax CROSSTABS /TABLES=Factorsaffectingbrandloyalty BY Switchingbrand /FORMAT= AVALUE TABLES /STATISTIC=CHISQ /CELLS= COUNT /COUNT ROUND CELL .



Cases

Valid Missing TotalN Percent N Percent N Perce

ntOn a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using? * Which brand do you prefer if you want to change the existing brand for liquid handwash?

100 100.0% 0 0.0% 100100.0

%

On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using? * Which brand do you prefer if you want to change the existing brand for liquid handwash? Crosstabulation

Count


TotalDettolLifebu

oy Palmolive

No bran

dOn a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?

Image 4 16 2 0 22Price 1 11 1 0 13Advertisments 1 5 0 0 6Variants(color/fragnace/anyother)

1 7 1 0 9

Product size 0 3 0 0 3No factor 0 0 0 47 47

Total 7 42 4 47 100

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square

104.596 15 0.000

Likelihood Ratio

141.754 15 0.000


78.555 1 0.000

N of Valid Cases

100


Means



100

Missing Value Handling Definition of Missing

For each dependent variable in a table, user-defined missing values for the dependent and all grouping variables are treated as missing.

Cases Used

Cases used for each table have no missing values in any independent variable, and not all dependent variables have missing values.

Syntax MEANS TABLES=loyaltowardsbrand BY Factorsaffectingbrandloyalty /CELLS MEAN COUNT STDDEV .

Resources Elapsed Time

0:00:00


Cases

Included Excluded Total

N Percent N Percent NPercen

tHave you used any other brand? * On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?

100 100.0% 0 0.0%10

0100.0

%

Report

Have you used any other brand? On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using? Mean N

Std. Deviation

Image 1.00 22 0.000Price 1.00 13 0.000Advertisments 1.00 6 0.000Variants(color/fragnace/anyother)

1.00 9 0.000

Product size 1.00 3 0.000

No factor 2.00 47 0.000Total 1.47 100 0.502

Means



100

Missing Value Handling Definition of Missing

For each dependent variable in a table, user-defined missing values for the dependent and all grouping variables are treated as missing.

Cases Used

Cases used for each table have no missing values in any independent variable, and not all dependent variables have missing values.

Syntax MEANS TABLES=loyaltowardsbrand BY Factorsaffectingbrandloyalty BY Switchingbrand /CELLS MEAN COUNT STDDEV .

Resources Elapsed Time

0:00:00


Cases

Included Excluded Total

N Percent N Percent NPercen

tHave you used any other brand? * On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using? * Which brand do you prefer if you want to change the existing brand for liquid handwash?

100 100.0% 0 0.0%10

0100.0

%

Report


On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?

Which brand do you prefer if you want to change the existing brand for liquid handwash? Mean N

Std. Deviatio

nImage Dettol 1.00 4 0.000

Lifebuoy 1.00 16 0.000Palmolive 1.00 2 0.000Total 1.00 22 0.000Dettol 1.00 1 .

Lifebuoy 1.00 11 0.000Palmolive 1.00 1 .Total 1.00 13 0.000Dettol 1.00 1 .Lifebuoy 1.00 5 0.000Total 1.00 6 0.000Dettol 1.00 1 .Lifebuoy 1.00 7 0.000Palmolive 1.00 1 .Total 1.00 9 0.000Lifebuoy 1.00 3 0.000Total 1.00 3 0.000No brand 2.00 47 0.000Total 2.00 47 0.000Dettol 1.00 7 0.000Lifebuoy 1.00 42 0.000Palmolive 1.00 4 0.000No brand 2.00 47 0.000Total 1.47 100 0.502

DETAIL FINDINGS

1. It has been found that 98% of the people prefer to wash hands on daily basis as per our sample. So there is good level of awareness of handwashing in Infocity. 2% of the people who do not wash hands on daily basis might have filled the questionnaire either in Casual manner or because of personal or physcological reasons.

2. People prefer to wash hands by liquid hand wash(68%) so there is considerable practice of handwashing by Liquid handwash. 9% people prefer Sanitizer as they more habituated to use it where there is unavailbilty of water and they can clean their hands without water wherever they want. 23% people use bar soap generally after coming from loo or cooking vegetables.

3. There is moderate level of practice among people to wash their hands i.e, 5-10 times(51%)4. 45% of people prefer to wash hands when they encounter their hands with dirt. 5. 75% of the people prefer to wash hands because of hygiene. Rest 25% washes hand because of

habit which can be interpreted as the obsessive nature of the respondent or casuality while filling the questionnaire.

6. Mother(57%) washes hand maximum in the family as it is very important for her to be role model of cleanliness. Next are Kids(31%) who washes hand either by their own or with the help of Guardian.

7. 47% of the kids still require a Guardian to wash their hands either because they don’t know how to wash hands or don’t want to wash their hands

8. Mother washes their kid hands(89%)

9. Dettol happens to leader in liquid hand wash market(85%) followed by lifebuoy(12%)

10. Brand-loyalty is 53%

11. Image(41%) and Price(25%) contribute to change the brand.

12. Lifebuoy prefers to be secondmost preferred brand .

CONCLUSION

There has been significiant level of Awarness(98%) in Infocity Gandhinagar and they prefer to wash

their hands by various cleanliness tools such as liquid hand wash,handsoap or sanitizers for various

reasons in order to maintain hygiene or physcological status. Most of them prefer Dettol brand for

liquid handwash as the quality is good,value for money proposition,availabity in bottles and refills

in various flavors . People prefer to change Dettol and switch to other brand because of Medical

Smell that Dettol has and at times few customers prefer other brands because of Price,Variants or

impact of persuasive advertisements on them. Lifebuoy has great fragnance and is avaibale at a

cheaper price than dettol preferably will do well lower income groups and rural areas.

Palmolive,Santoor ,Godrej, Himalya have weaker distribution channels in Infocity area so the

availability of these brands is not much more though quality and price are equivalent to other

brands.

RECOMMENDATIONS AND SUGGESTIONS

Dettol should introduce variants with good fragrances at the same level of quality as other

brands.

Palmolive,Santoor and Himalaya should start penetrating well in the areas such as infocity.

Advertising should be done taking kids who wash their hands by their own by liquid

handwash brands.

Lifebuoy should work on Brand building as image is the important deciding factor for

switching brand loyalty.

Lifebuoy should work on volume promotion and introduce more variants to capture more

market share

APPENDICES

Do you wash hands on regular day to day basis?(Please tick any one of them) Yes No

What do you prefer to clean your hands? (Please tick any one of them) Hand Soap Sanitizer Liquid HandWash Other(Please Specify) _________________

How many times do you wash hand in a day(Please tick any one of them) 10-15 times 5-10 times 0-5 times

When do you wash hands? (Please tick more than 1 of them) When your hands are dirty Before eating or touching food (like when you are cooking,cutting vegetables etc.) After using the bathroom After blowing your nose or coughing

After touching pets or other animals After playing outside Before and after visiting a sick relative or friend Other (Please Specify) __________________________

Why do you wash hands? (Please tick any one of them) Habit Hygiene Other (Please Specify) __________________________

Whom in your family washes hands a lot? (Please tick any one of them) Kids Mummy Papa Grand Ma(Dadi) Grand Pa(Dada) Other (Please Specify) __________________________

Do Kids wash their hands by own? (Please tick any one of them) Yes No

If No, who washes their(kid’s) hands maximum? (Please tick any one of them) Mother Father Other(Please Specify) ____________________________

On a Scale of 1- 5 how would you rate your most preferred brand for liquid handwash?(Maximum Rating-5 for most usage and preference)

Dettol Lifebuoy Palmolive Santoor Godrej Others(Please specify) ________________________________

Have you ever used any other brand? Yes No

Please answer last two questions if your Answer to above question is Yes or if No then leave these two questions.

On a scale of 1-5 Rate the factors for changing the existing the liquid hand wash you were using?

Image(Brand) Price Advertisment(Promotions) Variants(colour/ fragnance/ any other) Product Size

Which brand do you prefer if you want to change your existing brand for liquid hand wash?

Dettol Lifebuoy Palmolive Santoor Godrej Others(Please specify) _______________________________

NAME:

AGE:

GENDER:

MONTHLY INCOME:

0Rs.-1000Rs. 1000 Rs.-5000 Rs. 5000 Rs.-10000 Rs. 10000 Rs.-15000 Rs. 15000 Rs.-20000 Rs. 25000 Rs.-30000 Rs. >30000 Rs.

MOBILE NUMBER:

OCCUPATION:

SIGN OF THE RESPONDENT:

Documents

Market Research Project on Liquid Handwash