A STUDY ON

“Consumer behavior on Ariel detergent powder”

With

Special Reference

SKM ENTERPRISE

CHANNEL PARTNER OF P&G

(IN JHHARKHAND)

Submitted in partial fulfillment of the requirement for the Degree course of

MASTER OF MARKETING MANAGEMENT

(Pune University, Pune)

Submitted by:

ROHAN JAISWAL

Project Guide

Santosh pullewar

Indira Institute of Management,

Pune

(2009 – 2011)

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ACKNOWLEDGEMENT

This report bears the imprint of many persons, who have helped me in numerous ways in

writing this report. It gives me great pleasure in presenting this report to the Pune University,

Pune via Indira Institute of Management, Pune. I would like to take this opportunity to extend

my heartful gratitude to all those who helped me in presenting this report. Their contribution

no matter big or small has contributed immensely towards completion of this report.

I fall short of words to express my gratitude to “SKM ENTERPRISE RANCHI” for giving

me the opportunity to work in this prestigious organization. I acknowledge my deep sense of

gratitude to Mr. Vishwajit choudhary for his generous guidance & advice before & during the

course of this work & also in analyzing the work.

I would like to thank Prof. SANTOSH PULLEWAR (Lecturer, Internal Guide) for their

valuable advice and assistance through this project.

I am also very grateful to all the respondents for giving their valuable time in accomplishing

my study.

My overriding debt is to my parents who always supported me morally as well as

economically.

(Rohan j a i swa l )

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Executive summaryProject title

“Studying the consumer behavior on Ariel detergent powder”

OBJECTIVES

1) To study the customer perception about Ariel detergent powder.

2) To understand the customer behavior towards detergent powder.

3) To suggest improvement (if any) based on customer feed-back.

4) To identify the level of customer satisfaction toward Ariel detergent powder.

Research methodology

Primary data: - Primary data is the first hand data which is collected from the respondents. Here structured questionnaire was used to collect primary data through survey.

Secondary data: - These data were collected from organization and other places.

Head office Papers and records Internet Business magazines

Sampling plan

Sample universe: - All detergent users in Ranchi

Research design: - descriptive research

Sample frame:- Ariel detergent users

Sample unit: - Individual consumer

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Sample technique: - stratified sampling

Sample size: - 90 consumers

Area of survey: - Ranchi region .

Key findings

More than 50% of the consumer use sachet and 1kg pack. Most respondents believe Ariel detergent powder is economic and good quality. Ariel detergent powder users are satisfied with its staining action. Brand switching is not very common in case of detergent powder. Quality is the most important factor in selecting a particular detergent powder.

Limitation

Lack of time (i.e. two months) it was not possible to reach all respondents.

The lack of availability of time on respondent’s part.

Some respondents were biased.

Some respondents were not cooperative.

CONTENTS

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Chapter-1 Introduction 7-9

Chapter-2 Industry/sector profile 10-12

Chapter-3 Company profile

Product profile

13-20

21-32Chapter-4 Literature survey 33-35

Chapter-5 Objective and scope of study

36-40

Chapter-6 Research methodology 41-45

Chapter-7 Data analysis and interpretation

46-56

Chapter-8 Observation and findings 57-58

Chapter-9 Conclusion 59-60

Chapter-10 Suggestions 61-62

a)b)

ReferenceAnnexure

63-6465-67

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List of tables

Contents Page no.

Detergent users 47

Brand awareness 48

Factor influencing price 49

Quantity 50

Frequently 51

Advertisement 52

Promotional activities 53

Promotional campaign 54

Satisfaction 55

Switch to other brand 56

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CHAPTER- 1

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INTRODUCTION OF THE RESEARCH

Market study is an essential process to develop the company collection of data,

analyzing, reporting of the data to specific situation to any marketing activities that the

company is facing with the increase in the competition & the development of various

marketing activities.

Marketing includes all the activities like promotion, distribution, advertising etc. To

fulfill the all segment of consumers. Marketing is also to convert social needs into profitable

opportunities. So this topic provides all the essentials to theoretical knowledge with practical

knowledge and to inculcate the efficiency. It is also requirement for the company to improve

their service and product quality for achieving their ultimate goal.

Modern marketing calls for more than developing a good product, pricing it

attractively & making it accessible to target customers. Organization also need to

communicate their present & potential customers to communicate their present organization,

develops an effective strategy with the aim of creating awareness, developing knowledge,

liking preference convictions among the organization target audience with a view to convert

them into prospective buyer.

This project report endeavors to study of “Studying the consumer behavior on Ariel

detergent powder to know its demand among brand category”

. IMPORTANCE OF THE RESARCH

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The training in the organization is very important for a student who is undergoing with such

course. This course is not the answers for all the problems, which arises in the practical field.

There are not the answers for all the any problems, but the aim of this study is to develop the

ability of decision-making. Right decisions at time itself the organization to run smoothly.

The training in an organization gives an idea how decisions are taken when any

problem comes to an executive. So the way of problem solving, right decisions making and

knowledge of different type marketing activities give much importance to the study.

Simultaneously, it is also beneficial for the company to make certain change in

quality/service/price/promotion of the product according to consumer demands. For long

running a business organization such type of improvement in needed time to time and it helps

organization to increase profitability.

Rationale of study

The rationale of project undertaken is to seek the general perception of consumers towards

Ariel detergent powder and find out the important parameters customers look for in selecting

a particular detergent powder for daily/weekly or monthly basis.

It also helps to understand the factors which affect consumer buying behavior in selecting a

particular brand.many companies are aiming for high satisfaction level because the customers

who are not well satisfied may switch to some other brand. For this reason only companies

are regularly doing market research to study the consumer behavior. High customer

satisfaction among the consumers creates emotional binding with the brand and lesser

chances of switching. The result is high customer loyalty. Hence an attempt has been made to

identify the customers behavior and satisfaction towards Ariel detergent powder.

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CHAPTER 2

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FMCG INDUSTRY IN INDIA

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector.

FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies.

Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands.

THE TOP 10 COMPANIES IN FMCG SECTOR

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

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The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, India's largest foods company has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices.

In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Goodknight from Godrej is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs 149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the top 100, although P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk.

Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World

Cadbury India is the market leader in the chocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space.

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CHAPTER 3

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Company profile

The US based P&G is the number one maker and marketer of household products. In the US and one of the largest FMCG companies in the world. It was established. In 1837, when William Procter, a candle maker,and his brother in law James Gamble. A soap maker, merged small business.They set up a shop

PurposeWe will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, shareholders and the communities in which we live and work to prosper.

Values

Integrity We always try to do the right thing. We are honest and straightforward with each other. We operate within the letter and spirit of the law. We uphold the values and principles of P&G in every action and decision. We are data-based and intellectually honest in advocating proposals, including

recognizing risks.

Leadership We are all leaders in our area of responsibility, with a deep commitment to delivering

leadership results. We have a clear vision of where we are going. We focus our resources to achieve leadership objectives and strategies. We develop the capability to deliver our strategies and eliminate organizational

barriers.

Ownership We accept personal accountability to meet our business needs, improve our systems

and help others improve their effectiveness. We all act like owners, treating the Company’s assets as our own and behaving with

the Company’s long-term success in mind.

Passion for Winning We are determined to be the best at doing what matters most. We have a healthy dissatisfaction with the status quo. We have a compelling desire to improve and to win in the marketplace.

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Trust We respect our P&G colleagues, customers and consumers, and treat them as we want

to be treated. We have confidence in each other’s capabilities and intentions.

We believe that people work best when there is a foundation of trust.

Procter & gamble is ranked as the 7th in as the world’s leading fast moving consumer goods (FMCG) company. P&G was ranked high on the parameter of ability to develop superior quality and highly innovative products on a consistent basis. Analyst attributed this ability to the company’s understanding of consumers’ needs and preferences that had evolved out of its continuous focus on marketing research (MR) from the very beginning.

With the setting up of its MR department, in 1924 P&G became one of the first companies in the world to conduct formal research on consumer’s preference. Over the next eight decades the company developed several innovative MR techniques. Its researchers were trained to get the information from the consumers. P & G employed advanced technology to analyze the feedback it obtained and arrived at the right conclusion.

P&G used qualitative research tools, such as focus group, in-house visits in-context visits and in-store interviews and quantitative research tools like blind test, concept tests and so on.

The company has also hired external agencies to conduct MR. In recent years P&G used the internet as a medium for research, in the process and achieved significant savings of cost and time.

P&G focuses on five core strengths required to win in the consumer products industry. We

are designed to lead in each of these areas.

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History of the company

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William Procter, emigrating from England, established himself as a candle maker in Cincinnati, which was a busy center of commerce and industry in the early nineteenth century. And James Gamble, arriving from Ireland, apprenticed himself to a soap maker. The two might never have met had they not married sisters Olivia and Elizabeth Norris, whose father convinced his new sons-in-law to become business partners.As a result, in 1837, a bold new enterprise was born: Procter & Gamble.

William Procter was born in 1801 in England. As a boy, he worked as general store apprentice, learning to “dip candles” – a skill that would later lead to both fame and fortune.His first entrepreneurial venture, however, met with disaster. The day after opening, his dry goods shop in London was robbed, leaving Procter $8,000 in debt – a huge sum in 1832.

Determined to rebuild, he and his wife decided to immigrate to the United States. While traveling down the Ohio River, Mrs. Procter became ill and died a few months after their arrival in Cincinnati.

Procter first worked in a bank. He then decided to use his past experience as a candle maker to earn extra income and help pay off his debt. He took advantage of the fat and oil by-products from Cincinnati’s large meatpacking industry. Procter began as a one person operation – manufacturing, selling and delivering candles to his customers in the area.

During this time, he also met and proposed to Olivia Norris, the daughter of a prominent candle maker in town, Alexander Norris. Meanwhile, James Gamble was born in 1803, in Ireland. He immigrated with his family to America in 1819 as part of a mass exodus from Northern Ireland. They were headed for Illinois, but during the trip, James Gamble, then 16, became violently ill; his parents took him ashore in Cincinnati. By the time James recovered, the family had decided to stay.

At 18, James began an apprenticeship with a local soap maker, then years later, opened his own soap and candle shop with a friend. Before long, Gamble met and married Elizabeth Ann Norris, the second daughter of Alexander Norris.

PROCTOR & GAMBLE INDIA

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Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio that manufactures a wide range of consumer goods. In India Proctor & Gamble have two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. P&G Hygiene and Health Care Limited are one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores. It has in its portfolio famous brands like Vicks & Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment. It has in its kitty global brands such as Ariel and Tide in the Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair Care segment.

Procter & Gamble's relationship with India started in 1951 when Vicks Product Inc. India, a branch of Vicks Product Inc. USA entered Indian market. In 1964, a public limited company, Richardson Hindustan Limited (RHL) was formed which obtained an Industrial License to undertake manufacture of Menthol and de mentholised peppermint oil and VICKS range of products such as Vicks VapoRub, Vicks Cough Drops and Vicks Inhaler. In May 1967, RHL introduced Clearsil, then America's number one pimple cream in Indian market. In 1979, RHL launches Vicks Action 500 and in 1984 it set up an Ayurvedic Research Laboratory to address the common ailments of the people such as cough and cold.

In October 1985, RHL became an affiliate of The Procter & Gamble Company, USA and its name was changed to Procter & Gamble India. In 1989, Procter & Gamble India launched Whisper - the breakthrough technology sanitary napkin. In 1991, P&G India launched Ariel detergent. In 1992, The Procter & Gamble Company, US increased its stake in Procter & Gamble India to 51% and then to 65%. In 1993, Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products and started marketing Old Spice Brand of products. In 1999 Procter & Gamble India Limited changed the name of the Company to Procter & Gamble Hygiene and Health Care Limited.

P&G Home Products Limited was incorporated as 100% subsidiary of The Procter & Gamble Company, USA in 1993 and it launched launches Ariel Super Soaker. In the same year Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products. In 1995, Procter & Gamble Home Products entered the Hair care Category with the launch of Pantene Pro-V shampoo. In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo. In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world. In 2003, Procter & Gamble Home Products Limited launched Pampers - world's number one selling diaper brand.

Today, Proctor & Gamble is the second largest FMCG Company in India after Hindustan Lever Limited.

1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of The Procter & Gamble Company, USA. Procter & Gamble Home Products launches Ariel Super Soaker.

In 1993, Procter & Gamble India divests the Detergents business to Procter & Gamble Home Products.

In 1995, Procter & Gamble Home Products enters the Hair care Category with the launch of Pantene Pro-V.

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In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo.

In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world.

In June 2000, Procter & Gamble Home Products Limited launched Pantene Lively Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one wash, delivering lively, free-flowing and sparkling-clean hair.

In August 2000, Procter & Gamble Home Products Limited launched New Ariel Power Compact detergent with a new global technology that breathes new life into clothes, by removing dinginess from them and restoring the original colors of the fabric, by detecting and removing deposits which are left behind from successive washes.

In November 2000, Procter & Gamble Home Products Limited presented India in the first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in collaboration with Sri Lankan Association of Hairdressers and Beautician.

During this period, Procter & Gamble Home Products also re-launched the international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an improved formula, new pack-design and logo, in three variants - Clean & Balanced, Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-dandruff efficacy and hair conditioning.

In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd. launched a special 'Ariel - Whirlpool Super wash' offer, making washing machines more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or 1.5kg economy pack of New Ariel Power Compact, consumers are automatically eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly Installments for 24 months, by filling in the application form that comes with the Ariel pack and contacting any one of the Whirlpool dealers mentioned on the pack.

In June 2001, Procter & Gamble in partnership with the Association of Beauty Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national stylist competition, which included categories such as Bridal Dressing, Hair Cutting and Body Painting. Present at the event was world-renowned hairdresser and stylist Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among others and also enjoys the reputation of being the official hairdresser for the 1993 Miss Universe pageant.

In July 2001, Procter & Gamble Home Products Limited launched New Ariel Total Compact with Magicare a New System of Washing that completely removes stains without scrubbing, significantly reducing time spent on washing clothes

In September 2001, Procter & Gamble Home Products launched New Pantene Pro-V range of five shampoos in India which gave consumers the look they want Smooth & Silky for straighter hair, Volume & Fullness for thicker hair, Balanced Clean for shinier hair, Lively

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Clean for livelier hair and Anti-Dandruff for dandruff-free hair.

In December 2001, Procter & Gamble in partnership with the Southern India Beauty Specialists & Hairdressers Association (SIBHA) hosted the Pantene-SIBHA Look N Learn Seminar where Raman Bhardwaj hairdresser to former Miss India, Celina Jaitley demonstrated the Latest and Trendiest Hair Cuts (Modern & Classic) to beauticians and hairdressers in Chennai.

In April 2002, Procter & Gamble Home Products Limited announced the launch of a special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under the Ariel Bar Refund Offer, consumers could exchange their detergent bar on purchase of Advanced Ariel Compacts 1kg and 500gms packs, and avail of a Rs.15 and Rs.7 discount respectively on MRP.

About SKM Enterprise

SKM enterprise is a channel partner of P&G in the Jharkhand region. It is having its offices at Hazaribagh, Bokaro, Jamshedpur, Ranchi. It is the distributing the products throughout Jharkhand. It has 3 warehouses at different location.

SKM has its own salesmen who are assisting in taking orders and promoting along with training the retailers.

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1. HAIR CARE

PANTENE HEAD & SHOULDERS REJOICE

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2. SHAVING

GILLETEE BRAUN FUSION

3. SKIN CARE

OLAY OLD SPICE GILLETTE

4. HOUSE-HOLD CARE

DETERGENT POWDER

1. ARIEL2. TIDE

PAMPERS

5. HEALTH AND WELL BEING

ORAL-B (Tooth brush) VICKS VAPORUB

6. DURABLES

DURACELL BATTERY

PANTENE

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Now more than ever, Pantene focuses on providing customized hair care products that empower women to look and feel their best every day.

For more than 60 years, Pantene has offered consumers unsurpassed quality in state-of-the-art products that have exemplified serious hair care and a hands-on approach of achieving beautiful, healthy hair.

The Pantene name refers to panthenol, a compound developed in Switzerland in 1940. During experimental treatments to cure burns in WWII, panthenol was found to improve the health, elasticity, and moisturization of hair. Swiss drug company Hoffman-La Roche developed Pantene as a shampoo and launched in Europe in 1947.

In the early years, Pantene was available only in Europe, where carefully tested Pantene formulations quickly gained a reputation for excellence. In fact, it was demand by European travelers that drove American retailers to import Pantene from Switzerland. In the U.S. it had limited distribution and a strong niche market in department stores.

After Procter & Gamble acquired Richardson-Vicks in 1985, Pantene was relaunched nationally in the U.S. and business grew via increased distribution. Since then, with expansion into Asia, Pantene has become a global brand.

HEAD & SHOULDERS

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For almost 50 years, Head & Shoulders has provided millions of consumers with superior scalp care.

Introduced in 2007, the proprietary zinc pyrithione (ZPT) formula in Head & Shoulders effectively targets the source of dandruff so men and women can feel confident that their hair looks great. With full lines of shampoos and conditioners, Head & Shoulders systems provide the dual benefits of achieving both a healthy scalp and great-looking hair. Offering ten shampoos and five corresponding conditioners, Head & Shoulders has a line to fit the needs of all men and women.

Head & Shoulders is working hard to dispel the myth that dandruff is only visible flakes. The truth is that flakes, one sign of an unhealthy scalp, are a result of the body’s natural reaction to Malassezia globosa (M. globosa), the dandruff-causing fungus that lives on the scalp of 100 percent of the adult population.

In addition, Head & Shoulders provides seven essential scalp and hair benefits:

Removes Flakes Fights Dryness Calms Itching Relieves Irritation Reduces Redness Controls Oiliness

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GILLETTE MACH-3

Introduced in 1998, MACH3 was the most significant men’s shaving advance since the launch of Gillette’s Trac II twin blade razor.

With its three progressively aligned blades and streamlined DLC™ Comfort Edges, which were thinner than any other Gillette blade edges at that time, MACH3 represented a quantum leap in shaving technology and performance. The progressively aligned, spring-mounted blades, DLC™ Comfort Edges and innovative forward pivot action work in concert to provide men with a close shave in fewer strokes with less irritation.

MACH3Turbo

Operating under 35 patents, the MACH3Turbo shaving system added significant performance enhancements to MACH3’s breakthrough technologies. Anti-Friction blades reduce the cutting force needed to slice through hair. An ultra-soft protective skin guard with thinner micro fins engages beard hair and stretches the skin more effectively—for a close and comfortable shave with less irritation, even when shaving against the grain.

M3Power

A powered wet shaving system for men that delivered a totally new shaving experience. M3Power continued the heritage of MACH3 by combining Gillette’s latest and best razor and blade technologies at that time

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FUSION

Gillette’s Best Shave Ever

Gillette Fusion™ and Gillette Fusion™ Power launched in 2005. Fusion razors feature a five-blade Shaving Surface™ technology on the front of the cartridge, with blades spaced 30% closer together than MACH3 blades. This distributes the shaving force across the blades, resulting in increased comfort and significantly less irritation. The Precision Trimmer™, a single blade on the back of the cartridge, allows men to easily trim sideburns, shave under the nose, and shape facial hair.

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OLAY

Olay is a worldwide leader in skin care and has been trusted by women for half a century.

Olay has a promise to women everywhere: “Love the skin you’re in.” It brings healthy, beautiful skin to more than 80 million women on five continents.

Women choose Olay over the competition because it offers strong performance at a good value. Eight out of 10 dermatologists surveyed at the World Congress of Dermatology said they would recommend Olay for the care of skin.

Olay’s Heritage

Olay was originally created by South African chemist Graham Wulff and his wife in the 1950s. They created the original Oil of Olay Beauty Fluid from a fusion of innovative science and a unique understanding of women, which remains the essence of Olay’s approach to developing a broad range of skin care products to this day.

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GILLETEE

The Best a Man Can Get

Gillette has been at the heart of men’s grooming for more than 100 years. Across the world, everyday men prepare to be their best. Gillette understands that when men look good, they feel good and they perform well. This means that grooming plays an increasingly important role in a man’s day.

For many men, shaving is at the heart of the grooming process—the razor is the key that unlocks their day. But today’s men are looking beyond shaving to skin care, hair care and body grooming. They are spending more money and time on grooming and are increasingly seeking information and advice to ensure they have the best products available to help them look and feel their best.

With the number of men engaging in facial and body grooming on a daily, weekly or monthly basis, one thing is clear: Men have carved out their own niche in the beauty industry and they demand products and services tailored to their specific needs.

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TIDE

New Tide Naturals meets the mildness and value needs of approximately 80% of Indian consumers–200 million households– that often experience hand irritation during and after washing their clothes with their bare hands, while delivering great cleaning and whitening efficacy

Tide Naturals targets lower-income Indian consumers who suffer hand irritation as the result of using less-expensive, lower quality detergent powders:

• For rural consumers the key barrier to upgrading their detergent is a limited laundry budget. Consumers in this segment are looking for an affordable product that provides superior whiteness, mildness on hands and a good fragrance, which other existing lower-end products currently don’t offer.

• While other Indian “value” detergent brands contain calcium carbonate and other insoluble cheap fillers that can be abrasive on fabric and hands during the handwash process, Tide Naturals uses water-soluble sodium sulphate that helps provide the additional benefit of keeping your hands soft.

• Tide Naturals delivers a strong product cleaning and whitening performance via a dual surfactant system and brightener technology.

• Tide Naturals contains a surfactant derived from Natural Palm and Coconut oil as well as several natural oils, such as Cedarwood Oil and Patchouli Oil, to provide the natural-like freshness or fragrance of Lemon and Sandalwood

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PAMPERS

Pampers is the world’s top-selling brand ofbaby diapers.

For more than 40 years, Pampers has been helping to improve life for babies, toddlers, and the parents who care for them through a complete line of diapers, training pants, and wipes designed for every stage of baby’s development. As many of the researchers at Pampers are parents themselves, they take great care in developing products that benefit both mom and baby, and are committed to making a difference in babies’ lives.

Thanks to four decades of research, hard work, and dedication to families across the globe, Pampers has also been at the forefront of new diaper technology. The brand has debuted such product features as re-sealable tabs and high stretch to create convenience and value for mom and great comfort for baby.

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ORAL-B

The Oral-B brand is a worldwide leader in the brushing market.

Part of the Procter & Gamble Company since 2005, the Oral-B brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers, and interdental products, such as dental floss. Oral-B manual and power toothbrushes are used by more dentists than any other brand in the U.S. and worldwide.

P&G is the only oral company with a complete product portfolio to keep smiles healthy and beautiful for life. With this vast array of products and support from dental professionals, Oral-B is armed to provide consumers with the confidence behind their smiles.

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ARIEL

Ariel 2 fragnance

 Superior cleaning in a choice of Two Fragrances – Ariel Spring Clean & Ariel Fresh Clean Another Breakthrough Innovation from Ariel for the Indian Family

Procter & Gamble, the makers of leading international fragrances such as Hugo Boss, Lacoste, Old Spice and Valentino now make your wish come true, with the launch of Ariel in a choice of two exciting fragrances – Ariel Spring Clean with a floral fragrance, and Ariel Fresh Clean with a refreshing fragrance. The two unique fragrances of Ariel now offers Indian consumers an unbeatable combination of ‘superior cleaning’ and ‘a choice of fragrances’ with the launch of Ariel Spring Clean and Ariel Fresh Clean.

Research conducted by Ariel on the Indian laundry market indicates that ‘fragrance’ in detergents is an important factor of delight for the home-maker in her daily laundry chore. Inspired by the roses that bloom in Indian spring time, Ariel Spring Clean has a flowery fragrance. And inspired by the subtle refreshing scent of the jasmine flower, Ariel Fresh Clean has a fresh fragrance catering to the Indian consumers’ special fondness for mogra.

Ariel is the world’s leading detergent and epitomizes ‘stain removal’. Introduced in India in 1991, Ariel has continuously led other detergents in product innovation. It was the first to bring the ‘compact detergent’ technology in India; the enzyme technology for superior and safe stain-removing power; the proprietary ‘smart eyes’ technology which helps detect and remove stains better than any other detergent; and now for the first time superior cleaning in a choice of fragrances. Over the years, the brand has enjoyed endorsement from celebrities such as actress & social worker Shabana Azmi, Begum of Pataudi, successful actress and homemaker of the Pataudi family Sharmila Tagore, TV’s most popular ‘saas-bahu’ duo Smriti Iraani and Apara Mehta, and lakhs of homemakers in India.

Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry, and meets the Company’s stringent human and environmental safety standards.

Ariel in its choice of two fragrances – Spring Clean and Fresh Clean, is available at all leading general and chemist stores and the price remains unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg; Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 for a 20gm sachet.

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Ariel-front-o-mat

 Ariel Front-o-Mat is introduced in India exclusively for front load washing machines. The unique tumble wash technology of front-loading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to bucket soak and a scrub.

How to use: Use one and a half scoops (scoop provided in the pack) for a normal wash load and two scoops for very dirty clothes. This should ideally be used at 25-40 deg C for nylons, polyester, acrylics, 40-60 deg C for cotton synthetic blends and 60- 90 deg C for white cottons. These temperatures give the best results. Ariel Front-O-Mat is available in 1 kg and 1.5 kg packs.

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Chapter - 4

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LITERATURE REVIEW / THEROTICAL BACKGROUND

CONSUMER BEHAVIOR:

"The study of individuals, groups, or organizations and the processes they use to select,

secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the

impacts that these processes have on the consumer and society."

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

1) The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);

2) The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

3) The behavior of consumers while shopping or making other marketing decisions;

4) Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; 

5) How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

6) How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Customer experience

Customer experience is the sum of all experiences a customer has with a supplier of goods or

services, over the duration of their relationship with that supplier. From awareness, discovery,

attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an

individual experience over one transaction; the distinction is usually clear in context.

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Customer loyalty

Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's products or services. This equates to profitability, as well as happy stakeholders.

Some customers do a particular company a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of loyal customers. However, customer loyalty includes much more. It is a process, a program, or a group of programs geared toward keeping a client happy so he or she will provide more business.

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CHAPTER 5

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OBJECTIVE OF STUDY

This study offers an opportunity to the student of management to develop the required skill

and in sights for making the best use of experiment and judgment to practical life. To gain an

insight into why individuals act in certain consumption related way & Learning what &

external influence compel them to act as they do.

So the main Objective is to study the consumer behavior on Ariel detergent powder to know

its demand among brand category.

OBJECTIVES

1) To study the customer perception about Ariel detergent powder.

2) To understand the customer behavior towards detergent powder.

3) To suggest improvement (if any) based on customer feed-back.

4) To identify the level of customer satisfaction toward Ariel detergent powder.

IMPORTANCE & RELEVANCE OF THE STUDY

This 8 weeks training in an organization is for MMM course is not the answer of all

problems, which arise in practical field. There is no certain formula for any particular

problem but the aim of this study is to develop the ability of decision – making. Right

decision at right time itself helps an organization to run smoothly.

The training in any organization gives us an idea of different marketing activities and main

emphasis is given on “Promotional activities” aspect and also it is seen how business is taken

tactfully when any problem comes to an executive, the way of problem solving, right decision

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making and knowledge of different types of marketing activities gives much importance to

this study. Through only in 60 days it was not possible to understand it so deeply but an over

all ideas would be developed.

SCOPE OF THE STUDY

The market survey was conducted on A study of customers (consumers) and their “perception

and satisfaction” for Ariel brand in Ranchi region.

This study was done in SKM Enterprise Ltd. (channel partner of P&G).. The geographical

slope of my survey was limited to Ranchi region only. Study aims at relationship between

consumer perception about the brand and why any consumer buy a particular brand.

The survey covers a wide range of activities and factors, which influence the consumers to

buy the Ariel detergent powder.

The sample of 90 respondents was taken to represent 90 consumers in Ranchi Zone.

The validity of the findings of this survey is limited to the period during which the field

survey was conducted.

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CHAPTER 6

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Marketing Research

Marketing Research have its importance not only for consumer market; it also effectively to

the producer of goods and services The use of marketing research in consumer market may

be explained on the basis of following services by it:-

1) It ascertains the position of a company in specified Industry.

2) It indicates the present future trend of industry and points out how the company’s

affairs are to be turned up.

3) It helps in development &introduction of new product.

DATA COLLECTION METHOD

Since the study is exploratory in nature. A personal interview with each retailer was aid of

questionnaire was selected as the method of obtaining data the questionnaire to used in

Ranchi to facilitate tabulation and analysis of data were designed for consumers and retailers.

Field experience showed that listing the respondents to the questionnaire failed to touch upon

certain parameters and it was found necessary to let the respondents have free had and let the

designed information filter lengthy discussion, through some aspects of questionnaire

adequately touch upon.

The questionnaire was prepared by researches and the researcher also filled himself

interviewing the retailers these himself interviewing the retailers. For interview as far as those

languages were used which they can understand clearly; such as Hindi &English. The

researched used to stand in front of the randomly chosen retailers and consumers. This is a

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comprehensive master plan of the study undertaken, given a general statement of the method

used and procedure followed.

Since the study is both exploratory and descriptive in nature. A personal interview with each

retailer with each retailer with the help of questionnaire was selected to obtain data. The

questionnaire to be used in Ranchi (central) only.

Data source:- The various source of information broadly divided in 2 categories.

(a) Primary source:-Source from where first hand information are gathered directly are

called primary source and information thus collected is called primary data. In case of the

above study the primary source was RETAILER & CONSUMERS.

(b) Secondary source:- The data that are collected for anther purposes are already existing

somewhere is called secondary data. With regard to my study the secondary sources where

records of the company. Magazines and papers.

DATA COLLECTION METHOD

The following methods are widely used for collection data.

1) Survey method.

In the above –mentioned method. Survey and observation method was mainly used for the

undertaken topic. Survey method was mostly used for collection of data through personal interview

with the help of a framed questionnaire. . Consumers were interviewed through questionnaire.

RESEARCH INSTRUMENT:- In this regard an instrument refers to means by which research is

conducted .

In this case of all the respondents’ questionnaire was used.

SAMPLING PLAN:

A sample size of 90 respondents was taken. The sampling unit was retailers and consumers of Ranchi

for which this sample size was considered a fair representative of the above – mentioned area. The

sample consisted of retailers spread over the entire area of the distributor.

For analysis & interpretation of data the research used:-

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Percentage = No of respondent

Total No of respondents

Descriptive research:

The descriptive research includes surveys and fact finding enqueries of different kinds. The major purpose of descriptive research is the description of the state of affairs as it exists at present.

Cluster sampling:

It comes under probability sampling. Under this the total population is divided into a number of relatively small divisions which are themselves cluster of still smaller unit and then some of these cluster are selected randomly.

Sample universe: - All detergent users in Ranchi

Research design: - descriptive research

Sample frame: - Ariel detergent users

Sample unit: - Individual consumer

Sample technique: - Cluster sampling

Sample size: - 90 consumers

Area of survey: - Ranchi region

LIMITATIONS OF THE STUDY

Although all efforts have been made to study all start of population as compared to the topic

of study, universe size & sample size findings of study will be considered only on the Urban

Area and will be applied in Ranchi (Central) only because of consumers perception and

expectation varies in other place due to socio-economic and educational background. At last

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X 100

but not the least the study will try to find out the real depth of the actual position as far as

possible.

The survey suffers from following limitation:-

1) Duration of study also limited for further intensive study.

2) Mostly stress was given on primary data, as it was difficult to collect Secondary data

from organization & distributors.

3) The sample selected is not purely random sample but it is convenient so that the

result of the survey don’t have any high degree if statistical significance.

4) The result of survey are based upon crucial assumption like-

The respondents know right answer to the question put to them.

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CHAPTER 7

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1. Do you use detergent powder?

Yes No

85 5

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Interpretation:

Most of the consumers are using detergent powder and very few use detergent cake.

2. Which brand comes in your mind when you think of detergent powder?

Ariel 30Tide 15

Surf-excel 32Rin 10

Any other 3

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Interpretation:

Surf-excel is the most popular detergent powder followed by Ariel detergent powder. Next comes tide which is mostly consumed by medium class people.

3. Which factor is more important for you?

Quality 32Price 26Packaging 12Quantity 20

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Interpretation:

Quality is the most important factor which influences a consumer to buy a particular detergent powder followed by price. Company therefore should always enhance the quality.

4. While purchasing a detergent powder, what quantity do you usually go for?

500 gm 32200 gm 251 kg 10Sachet 23

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Interpretation:

Most of the consumer buys 500 gm pack of Ariel detergent powder followed by 200 gm and sachet. This shows that consumers do not buy detergent in large packs. Also the students prefer to buy sachet.

5. How frequently do you buy a detergent powder?

Monthly 22Weekly 38Daily 10Can’t say 20

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Interpretation:

Large number of consumer buys detergent powder on weekly basis followed by monthly basis. Very few customers are there who buy detergent daily.

6. Can a good advertisement influence your buying decision?

Yes No

58 22

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Interpretation:

A good advertisement definitely affects buying decision of consumer by creating an image about the product. As it helps in positioning in the mind of the consumers.

7. Which promotional activities affects you the most to buy Ariel detergent powder?

Advertisement 32

Offers and schemes 38

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Display 12

Any other 8

Interpretation:

Consumers are conscious of offer and scheme and look for extra benefit in the product after that advertisement affects the most. Therefore the company should concentrate on offer and schemes.

8. Have you seen any promotional campaign of Ariel?

Yes No 38 52

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Interpretation:

From the above graph it is clear that many detergent users have not seen any promotional campaign of Ariel. Therefore company should conduct campaigns to create awareness about Ariel brand.

9. Are you satisfied with staining action of Ariel detergent powder?

Satisfied 32Very satisfied 26Neutral 22

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Dissatisfied 10

Interpretation :

Most of the consumers are satisfied with the staining action of Ariel detergent powder and

veery few are there who are dissstisfied.. this shows the good quality about the product.

10. If you get extra benefit and offer in other brand (other than Ariel) would you like to

switch over ?

Yes 42

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No 38

Can’t say 10

Interpretation:

Many consumers say that they will switch to other brand if they will get extra benefit in some

other brand.

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Chapter -8

OBSERAVATION AND FINDING

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After doing this research and collection of data there were some finding which can be

communicated tomthe organisation so that they can make new policies and strategies.

1) Consumers today are very selective, they definitely look for quality in the products which

. they are purchasing.

2) Consumer after purchasing the product and using it do evaluation the value they get from

the product (benefit upon cost)

3) Consumers are satisfied with the quality and staining action of Ariel detergent powder.

4) Consumer are also looking extra benefits in the product.

5) Consumers are not buying large packs instead they are buying small quantities.

6) Consumer can switch to some other brand if they find some extra benefit in some other

brand.

7) Lack of promotional campaign for making the consumers aware about the benefits of Ariel

detergent powder.

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CHAPTER 9

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CONCLUSION

After completing my project and collecting vital informatation and facts I came to the following conclusion.

1. Consumers look for quality while purchasing a particular brand. The second important parameter is price as the consumers look for economy.

2. Surf- excel is the most popular brand among the detergent powder followed by Ariel detergent.

3. Company is not conducting any promotional campaign to make consumers aware about product (Ariel).

4. Consumers are looking better offer and schemes which the company and looking for extra benefit in the product.

5. Most of the consumers are satisfied with the staining action of Ariel detergent powder.

6. Offers and schemes are the most important promotional activities which affect consumer buying behavior followed by the advertisement ( Ariel is good in both of them)

7. Most of the consumers go for 500gm Ariel detergent powder. Students are generally purchasing sachet for short term use.

8. Consumers can switch to some other brand if they are not getting quality and extra benefits in the products.

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CHAPTER 10

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SUGGESTION AND RECOMMENDATION

1) Company should focus on advertisement as it makes consumer aware about the

product.

2) Company should give more schemes and offers to the consumers.

3) Company should do more promotional campaigns.

4) Company should regularly do market research to know the changing needs and

demands of consumers. This will also help in better understanding of consumer

behaviour.

5) Company should improve the quality so that it can compete with its biggest rivalry

Surf-excel so that it can acquire more customers.

6) Company should try to retain the customers by creating loyalty among the existing

customers as brand switching is very common today.

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REFRENCE BOOKS

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Concepts of Marketing

Philip kotler, Marketing Management, 11th edition, prentice hall of India Pvt Ltd.

Philip kotler & Armstrong, Principles of Marketing, 9th Edition, Pearson Education

Pvt. Ltd.

G.C. Beri, Marketing Research 3rd edition, Mc Milan India Ltd.

C.R. Kothari, Research Methodology.

Websites:

www. PG.com

Wwwibing.com

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QUESTIONNAIRE FOR CONSUMERS

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To s tudy the consumer behavior for ar ie l de tergent powder

Name: …………………………………………………………..

Occupation:…………………………………………………

Contact no:…………………………………………………………….

Address:

1. Do you use Detergent Powder?

(a) Yes [ ] (b) No [ ]

2. Which brand comes first in your mind when you think of detergent powder?

(a) Ariel [ ] (b) Tide [ ]

(c) Surf Excel [ ] (d) Rin [ ]

e) Any Other [ ]

3. Which factor is more important for you?

(a) Price [ ] (b) quality © Packaging [ ] (d) quantity

4. While purchasing a detergent powder, what quantity do you usually go for?

(a) Sachet [ ] (b) 200 gm [ ]

(c) 500 gm [ ] (d) 1 kg [ ]

5. How frequently do you buy a detergent powder?

(a) Daily [ ] (b) Weekly [ ]

(c) Monthly [ ] (d) Yearly [ ]

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6. Can a good advertisement influence your buying decision?

(a) Yes [ ] (b) No [ ]

7. Which promotional activities affects you the most to buy Ariel detergent powder?

(a)advertisement (b) offer and schemes © display (d) any other

8. Have you seen any promotional campaign of Ariel?

(a) Yes [ ] (b) No [ ]

9. Are you satisfied with staining action of Ariel detergent powder?

(a) Satisfied (b) very satisfied

© Neutral (d) dissatisfied

10. If you get extra benefit and offer in other brand (other than Ariel) would you like to

switch over?

(a) Yes [ ] (b) No [ ]

Would you suggest improvement in the product?

……………………………………………………………………………………………………………………………………………………………………………………………………

Thanks

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