ProjectOnTo know about Consumer Perception about KARA BrandSummer Training Project Report submitted in partial fulfillment of the requirements for theDiploma ofPost Graduate Diploma in Management (Retail Management)atJaipuria Institute of Management, Lucknow Supervisor: Submitted By:Mr. Surya Prakash Singh Name :Anuradha MittalProf. Jatin Srivastava Enroll. No: JL13RM15

DECLARATION BY THE STUDENT

I, Anuradha Mittal student of PGDM (RM) batch (2013-2015) declare that the project entitled To know about consumer perception about Kara Brand, is my own work conducted under the supervision of Mr. Surya Prakash Singh as a partial fulfillment of Summer Internship Program for the course of PGDM submitted to Mr. Surya Prakash Singh and Jaipuria Institute of Management, Lucknow .I further declare that to the best of my knowledge the project does not contain any part of any work which has been submitted for any other project either in this institute or in any other without proper citation.

Place : LucknowDate: Signature of Candidate :

ACKNOWLEDGEMENT

A summer project is a golden opportunity for learning and self development. I consider myself very lucky and honored to undergo training at Grasim Industries Limited, Lucknow and having so many wonderful people to lead me through in completion of this project.

I wish to express my indebted gratitude and special thanks to "Mr. Surya Prakash Singh (Area Sales Manager ,Grasim Industries Limited)" who in spite of being extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my industrial project work at their esteemed organization and extending during the training. I do not know where I wouldbe without him.

A humble Thank you Sir.

I express my deepest thanks tomy mentor Prof. Jatin Srivastava for his guidance and support. He supported me by showing different method of information collection about the company. He helped all time when I needed and he gave right direction toward completion of this project.

I extend my gratitude to Jaipuria Institute of Management, Lucknow for providing me with this opportunity.

Place: Lucknow Anuradha MittalDate: PGDM(RM)-2013-2015

EXECUTIVE SUMMARYConsumer perception is an element of largely unconscious process of Consumer behavior. Consumer perception is an approximation of reality. Consumers act & react on the basis of their perception & not objective reality. Therefore consumer research is done for discovering what people want, need, or believes. It helps in determining what marketing strategies should be adopted. The goal of this research is to identify and assess how changing elements of marketing mix impacts the consumer behavior.Consumer behavior is the behavior of the consumer towards the various products, through its learning, perception etc.

Grasim Industries Limited has come up with new division i.e. Consumer Product Division and they have launched skincare wipes and to find out how far their concept of such product is acceptable in the market. They have given me an objective: Understanding the perception of consumer towards Kara brand.This report is the premier source of marketing intelligence for the competition in the skin care wipes segment but in order to expand my research work I had also undertaken several other objectives. This report also includes: Understanding the perception & behavior of retailers Level of awareness among the people. Comprehensive analysis of skin care wipes market The current status of the market situation and the responsible features of the brands that make them what they actually are. What marketing strategies should be adopted to make the people aware about these wet wipes and to cut the competition.A survey of 115 people was done using a questionnaire to understand and analyze the exact situation of the market. Analysis part has been done through survey with the people visiting the retail stores in Lucknow. Product is easily acceptable in the market by the high class people and working professionals. Grasim has already established the name in the market in terms of Quality, variety, Brand name etc. But the customers are quite price sensitive, they consider wipes to be a non-essential item and are not willing to spend a lot of money on such a product.The retailers perception &opinions and consumers response is good towards Kara. These wipes are purchased by certain age of people the most. But the marketing efforts of Kara compared to its competitors are just average. The company should provide some promotional support. Retailers were not satisfied with the profit margin they get from Kara products so the company should provide satisfactory profit margin. CONTENTS

CHAPTER 1: INTRODUCTION121.1 PROBLEM STATEMENT121.2 REVIEW OF RELATED LITERATURE121.3 RATIONALE OF THE PROBLEM131.4 METHODOLOGY131.4.1 Research Statement:131.4.2 Research Objective:141.5 SCOPE OF THE STUDY141.6 LIMITATIONS OF THE STUDY14CHAPTER 2: DETAILS OF THE ORGANIZATION152.1 INTRODUCTION152.2 THE ORGANISATION182.2.1 PRODUCTS OF BIRLA CELLULOSE192.2.2 ORGANIZATIONAL STRUCTURE212.2.3 HR PRACTICES222.2.4 COMPETITOR ANALYSIS232.2.5 INDUSTRY ANALYSIS272.3 SWOT ANALYSIS OF THE COMPANY282.4 MICHAEL PORTERS FIVE FORCE MODEL29CHAPTER 3: RELEVANT LITERATURE REVIEW313.1 LITERATURE REVIEW313.2 NEED OF STUDY32CHAPTER 4: DATA COLLECTION AND ANALYSIS334.1 SAMPLING FRAME334.2 DATA COLLECTION METHOD334.3 SOURCES OF DATA COLLECTION334.4 PRESENTATION AND PROCESSING OF THE DATA FOR ANALYSIS34CHAPTER 5: DATA ANALYSIS AND INTERPRETATION35CHAPTER 6: RECOMMENDATIONS53CHAPTER 7:CONCLUDING RERMARK557.1 GAINS FROM THE PROJECT557.2 CONCLUSION56REFERENCES57APPENDICIES58

TABLE OF FIGURESFigure 1: Organizational Structure of Grasim Industries21Figure 2: Skin care and wipes market in India27Figure 3: Porter's Five Force Model29Figure 4: Response count for the usage of wet wipes35Figure 5: Showing wet wipes usage in a day36Figure 6: Showing from where people prefer to purchase skin care products37Figure 7: Showing pack size people prefer to purchase38Figure 8: Showing the price of a medium size pack39Figure 9: Response for knowing about Kara wet wipes39Figure 10: Showing the variants people prefer to purchase40Figure 11: Showing satisfaction after the purchase of wet wipes41Figure 12: Kara differentiation from other brands42Figure 13: Rating given to the attributes43Figure 14: Gender44Figure 15: Age group45Figure 16: Profession46Figure 17: Showing brands offered by the stores47Figure 18: Showing no. of packets sold48Figure 19: Showing customer response towards Kara48Figure 20: Showing retailers opinion about Kara brand49Figure 21: Showing age group of people purchasing wet wipes the most50Figure 22: Showing opinion about the delivery of stock50Figure 23: Showing marketing efforts of Kara51Figure 24: Showing promotional support given by the company51Figure 25: Showing satisfaction with the profit margin52

TABLE OF TABLETable 1: Comparison between Kara and Etiquette wet wipes24Table 2: Comparison between Kara and Fresh Ones wet wipes25Table 3: Comparison between Kara and Care mate wet wipes27

CHAPTER 1: INTRODUCTION1.1 PROBLEM STATEMENTWhat difficulties Kara is facing inspite of being a good quality product and also the attributes which people look while purchasing wet wipes for themselves. The main challenge for the brand was to create awareness among the target population, which requires a lot of advertising. This advertising will help in creating awareness among both the retailers as well as the consumers. It was seen by me that it is very difficult to convince the customers; due to lack of awareness about this product and the company is also lacking in infrastructure due to which it could not explore the market easily.It is important to make the customers clear that it is not just refreshing wipe but it is the entire range of skin care wipes. Retailers are not well aware about the product and are unable to explain the details about the product to the consumers as they themselves do not have complete understanding about the product. Price factor also raises concern for the retailers due to lesser price margin compare to competitors. Due to availability of cheaper Chinese wipes and some private label brands of Big Bazaar and Spencers customers dont easily attract towards Kara wet wipes.1.2 REVIEW OF RELATED LITERATURE Consumers act and react on the basis of their perception and not objective reality. For each individual reality is a totally personal phenomenon. In general Perception is the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. (Schiffman, Kanuk, Kumar2010). The consumer behavior towards various products, brands etc are determined through its perception. As the management has to decide What changes in the marketing strategies should be adopted so that the consumers and retailers are highly satisfied?The ultimate goal of this research was to understand the consumer perception for these wet wipes of Kara and what are the attributes which influence the consumers while purchasing a product.

1.3 RATIONALE OF THE PROBLEM The main purpose of this research was to study the consumer perception for these wet wipes of Kara and what are the attributes which influence the consumers while purchasing a product. To understand the retailer perception & expectation and behavior towards KARA. Who are the main competitors of these wet wipes of Kara and what types of promotional techniques should be adopted. How to reduce the gap between the retailers and the consumers. What changes in the marketing strategy should be adopted in order to maximize the sales of these wipes and to improve the business productivity.1.4 METHODOLOGYThe research design opted was descriptive in nature. It is mainly adopted to describe the characteristics such as attitude, perception, awareness and buying behavior of relevant group in the sample. The major issue which was studied under this research design was determining the perception of the consumer towards various attributes of Kara wet wipes as well as the retailers feedback about these wipes in order to understand what promotional and marketing strategies should be adopted.The research instrument which is used in this project is a structured questionnaire for both the consumers as well as the retailers. I surveyed the people visiting the mall and cosmetic shops of Lucknow. Around 115 people which mainly include all the respondents visiting the modern retail outlets filled up my questionnaire. I also took the retailers feedback of all the modern retail outlets which I visited through a formal questionnaire based on these wet wipes of Kara.I basically selected four retail outlets for my survey:- Big Bazaar, Saharaganj Big Bazaar, phoenix mall Big Bazaar, Shalimar Spencers , Fun mall Spencers , Shalimar Family Bazaar Store 1.4.1 Research Statement: How to increase the sales of Kara skin care wet wipes by knowing the consumer perception about the Kara brand?1.4.2 Research Objective: To study the perception of the consumers towards Kara skincare wet wipes which will help the firm and organization to improve their marketing strategies. To make people aware about KARA skin care wipes. Based on these findings I will recommend how to increase the sales of Kara wet wipes.1.5 SCOPE OF THE STUDYThe data collected gives the clear picture of the product in the market of Lucknow and what marketing strategies should be adopted which would be worthwhile for both the brand as well as the company. The main purpose of this research was to study the perception of the consumers towards this new concept of skincare wet wipes as well as to study how much awareness of this product is there in the market and brand image of it. Another main aim was to understand the retailers reaction towards the wet wipes of KARA.1.6 LIMITATIONS OF THE STUDY This research is based on the data collected from primary and secondary sources. There may be some biasness on the part of some respondents but very much care has been taken by me to make this report unbiased. Some respondents gave incorrect information because of shortage of time and lack of interest. Lack of availability of stock on the shelves though it was kept in the warehouse. Placing of the product was too bad in the outlets which gives a negative impact to the customers. Many males think that these wet wipes were meant only for the ladies and not for them, so the male respondents were too less than the females. Location constraints i.e. the study was limited to the modern retail outlets of Lucknow. We could have inculcate the habit of buying and using the wet wipes of Kara by using promotional activities such as free sample distribution ,contest etc.

CHAPTER 2: DETAILS OF THE ORGANIZATION2.1 INTRODUCTION

The Aditya Birla Group is an Indian multinational conglomerate named after Aditya Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India. It operates in 33 countries with more than 136,000 employees worldwide. The group was founded by Seth Shiv Narayan Birla in 1857. The group interests in sectors such as viscose staple fibre, metals, cement (largest in India), viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators, financial services, telecom (third largest in India), BPO and IT services .The Aditya Birla group is a diversified conglomerate with a total revenue of approximately US$40 billion in year 2012.Aditya Birla Group The Global ScenarioAround the world, they are known for: A metals powerhouse, among the world's most cost-efficient aluminum and copper producers. Hindalco-Novelis is the largest aluminum rolling company. It is one of the three biggest producers of primary aluminum in Asia with the largest single location copper smelter No.1 in viscose staple fiber No.1 in carbon black The fourth-largest producer of insulators The fourth-largest producer of acrylic fiber Among the top 10 cement producers Among the best energy-efficient fertilizer plants The largest Indian MNC with manufacturing operations in the USA

In India, The largest fashion (premium branded apparel) and lifestyle player The second-largest manufacturer and largest exporter of viscose filament yarn The largest producer in the chlor-alkali sector Among the top three mobile telephony companies A leading player in life insurance and asset management Among the top two supermarket chains in the retail business The largest manufacturer of linen fabricRock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep experimenting.Aditya Birla Group Beyond Business Works in 3,000 villages. Reaches out to seven million people, annually, through the Aditya Birla Centre for Community Initiatives and Rural Development spearheaded by Mrs. Rajashree Birla. Focuses on healthcare, education, sustainable livelihood, infrastructure and espousing social reform in India, Brazil and Egypt, as well as Philippines, Thailand, Laos, Indonesia, Korea and other Asian countries.

About Grasim IndustriesGrasim Industries Limited is a global leader in viscose staple fibre and ranks among India's largest private sector companies with a consolidated net revenue of Rs.293 billion and consolidated net profit of Rs.21 billion (FY 2014). Starting as a textiles manufacturer in 1948, Grasim's businesses today comprise viscose staple fibre (VSF), cement, chemicals and textiles .Its core businesses are VSF and cement, which contribute over 90 per cent of its revenues and operating profits at a consolidated level. The Aditya Birla Group is the world's largest producer of VSF, commanding a 19 per cent global share. Grasim, with an aggregate capacity of 378 K TPA has a global share of 9 per cent. It is also the largest player in India in chlor alkali with caustic capacity of 452K TPA (which is used in the production of VSF) in India. As a result of restructuring in FY 2010 and FY 2011, the cement business has been consolidated with Grasim's subsidiary, Ultra Tech Cement Limited. Ultra Tech has a capacity of 61.75 million tpa and is a leading cement player in India and eighth largest in the world. Grasim has a strong presence in fabrics and synthetic yarns in India through its subsidiary, Grasim Bhiwani Textiles Limited, and is well known for its branded suitings, Grasim and Graviera, mainly in the polyester-cellulosic branded menswear. Its textile plants are located at Bhiwani (Haryana) and Malanpur (Madhya Pradesh). Viscose staple fiber Grasim is India's pioneer in viscose staple fiber (VSF). Cement Grasim has grown to become a leading cement player in India. Chemicals Grasim has India's second-largest caustic soda unit. Textiles Grasim has strong nation-wide retail network and also caters to International fashion houses in USA and UK.

Vision: To be a global leader in the man-made cellulosic fibre industry.Mission: We aim to create superior & sustainable values for our stakeholders, maintaining the largest market, share in the man- made cellulosic fibre industry through: Innovation in products & processes Excellence in quality, service, people development & Focus on environment friendliness in all our activitiesBirla Cellulose is the Aditya Birla Group's umbrella brand for its range of cellulosic fibers. It comprises versatile sub-brands; Birla Viscose, Birla Viscose Plus, Birla Modal, and Birla Excel. These brands offer a wide range of functional benefits such as soft feel, high moisture absorbency, bio degradability and comfort to the wearer. These fibers have multiple applications including apparel, home textiles, dress material, knitwear, non-woven etc.2.2 THE ORGANISATIONConsumer product Division of Grasim IndustriesGrasim Industries, an Aditya Birla Group Enterprise has started its Consumer Product Division with various personal care & home care dry & wet wipes products. This marks the companys foray into the Indian FMCG market .The Indian FMCG market is of US$13.1 billion and is the fourth largest sector in the economy. FMCG Sector is expected to grow by over 60% in the next five years.

In 2008 the company launched Kara skin care wipes and Prim Home Care wipes. Kara Skincare wipes is positioned as an essential skincare accessory.In 2009, Grasim entered the baby care segment with the launch of Puretta. Puretta is targeted at today's mother, who opts for a contemporary and convenient lifestyle. Introduced for the first time in India, the Puretta product portfolio includes Complete Cleaning Wipes, Germ Shield Wipes and Skin Nourishing Wipes.2.2.1 PRODUCTS OF BIRLA CELLULOSE

1: Kara skin care wipes Aditya Birla Group launched this product i.e. KARA skincare wipes in 2008. It is basically a solution to skin care regime out of home a convenient way to be at your best always. With the unique formulation of natural ingredients, these wipes are easy to use anytime and anywhere. These are made from Birla Cellulose, a fibre that is 100% natural and biodegradable. Kara skincare wipes are the Indias first branded skin care product.Characteristics of Kara skin care wipes:-

Convenient. Hassle free application of lotion without using cotton balls. Portable Optimized efficacy. 100 per cent natural and biodegradable. Hygienic. Alcohol free. Dermatologically safe. Assurance of Aditya Birla Group

Variants of Kara Skincare wipe: Deep pore cleansing wipesKara Deep Pore Cleansing is a gentle, effective way to clean your skin of dirt, grime and excess of oil. Enriched with Jojoba and Avocado extracts, it unclogs pores, detoxifies and thoroughly exfoliates dead skin cells. Sunscreen wipesKara sunscreen wipes has a formulation of SPF 20 which protects the skin from the adverse effects of UV A and UV B sun rays. It is enriched with antioxidants like plum extract and vitamin E that nourishes the skin and Aloe Vera that keeps the skin moisturized.

Moisturizing wipesKara Moisturizing wipes is enriched with the goodness of Almond and Honey for beautiful radiant and glowing skin. It is also fortified with vitamins for skin conditioning and is suitable for use right throughout the year. Toning wipesKara Toning Wipes is enriched with Rose and Thyme extract that tighten the skin and maintain the normal pH balance. Makeup removalKara Make-Up Removal Wipes are enriched with Lavender and Seaweed extracts that removes the make-up in just one swipe. Refreshing facial wipesKara Refreshing wipes are enriched with Aloe Vera for skin nourishment and Mint oil for effective freshening. It ensures effective cleansing to remove dirt, excess oil and grime from the face and neck and also leaves a lingering fragrance.2: Kara Baby care wipes Puretta: These are the baby care wipes.Variants of it are:- Complete cleansing wipes Skin nourishing wipes Germ shield wipes 3: Kara hand care wipes These are the hand sanitizing wipes. Clean and sanitize hand more effectively than rub in gels.4: Kara Home & Kitchen care wipes Prim: These are the home & kitchen care wipes. It can be used to wipe the utensils and cutleries. These are available in two packs. One is three wipes pack and other is five wipes pack.2.2.2 ORGANIZATIONAL STRUCTURE Figure 1: Organizational Structure of Grasim IndustriesViscose staple fiber: This division of Aditya Birla group is the biggest producer of viscose staple fiber worldwide. It fulfills the demand of the domestic market for the viscose staple fiber. Cement: This division is ranked 11th in the international arena and 7th in Asia. It is further divided into two grey cement and white cement. White cement products Birla White GRC Birla White Kool and Seal Birla White Textura Birla White Wallcare Putty Birla White Levelplast Grey cement products Rajshree Cement Vikram Cement Grasim Cement Aditya Cement Sponge Iron: It is the biggest Indian commercial producer of sponge iron. Chemicals: Grasim industries owns one of the biggest Caustic soda manufacturing unit Textiles: With the campaign the power of fashion the company is very well positioned in the domestic Indian market. The premiere brands of the Grasim industries textile division are the fabric range of the Grasim and the Graviera.2.2.3 HR PRACTICES

The HR policies of the company are:-1. Recruitment policy2. 360 Degree Appraisal3. Training/Talent management4. Recognition5. Benefits6. Happiness at workRecruitment process: Job description with job brands Competency maps Technical and aptitude test (where applicable) Group Discussions(where applicable) Structured interview Psychometric tests Values assessment test360 Degree Appraisal: A360 Degree feedback program was introduced in 1999 that permitted managers to raise questions over leadership styles, managerial ability and also personality traits. After the feedback, each senior manager had to submit a six page letter mentioning the areas of improvement and their expectations.

2.2.4 COMPETITOR ANALYSISCompetition is also raising in wipes market as the market of wipes is untapped in India. Many domestic cosmetic as well as non-cosmetic companies such as Johnson & Johnson, Bilt, Fresh Ones, Caremate, Care & essentialz Zuci have enterned into the market with their low price wipes to capture the market share. Simultaneously, many Chinese wipes are coming to India with their lower cost and trying to capture market of wipes as in many shops of wholesale market in Lucknow. Low prices along with more wipes are being offered to wholesalers.Competitors:- Etiquette wet wipes

Etiquette wipes are available in 6 different fragrances:- Misty dew Icy mint Aloe Vera Cucumber Lemon & Rose10 wipes packet of these wipes cost Rs. 25. So each wipe cost Rs. 2.5.

Table 1: Comparison between Kara and Etiquette wet wipesKaraEtiquette

Costly. Each wipe cost Rs. 3.5. Kara focuses more on quality rather than price. Kara refreshing wipes are available in only 2 variant mint and cucumber. Kara offers different types of wipes such as cleansing, toning, makeup removal etc. Kara is a bigger brand.

Less costly than Kara skin care wipes. Each wipe cost Rs. 2.5. Its strategy is to capture the market by offering lower prices. Etiquette refreshing wipes are available in 5 variants. No such wipes are available. Not as big brand as Kara.

Fresh Ones

Fresh Ones cleansing wipes are available in three flavours:- Lime Rose Cologne These wipes are available in 100 sheets pack of Rs. 175. Each wipe cost Rs1.75.

Fresh Ones car pack box is also available in several flavours such as:-

Vogue Cologne Valencia Lime These are available in 75 sheets pack of Rs.150. Each wipe cost Rs. 2. Fresh Ones refreshing towels are also available in 75 wipes pack of Rs.200. Each wipe cost Rs.2.67.

Fresh Ones Refreshing Deo wipes are also available in 10 sachets of Rs.40. Each wipe cost Rs.4. These are costly because of its exclusive and attractive packaging and each wipe in this pack is packed in a different packet.

Table 2: Comparison between Kara and Fresh Ones wet wipesKaraFresh Ones

Not available in a huge pack of Facial wipes. Car pack not available. Costly. Packaging is not so good. Good in quality. Economy pack not available.

Available in a huge pack of facial wipes. Available. Less costly than Kara wipes. Available in a good packaging. Tissues are not as soft as Kara wipes. Available in economy pack. Reasonable price.

Zuci Natural Care wipes

These wipes were available in three flavours:- Deep pore cleansing wipes with citrus fruit extract for oily skin. Sunscreen wipes with Aloe Vera and Vitamin E. Refreshing wipes with cucumber and mint for soothing skin.These wipes are available in 15 wipes pack of Rs. 50. There was a offer on these wipes they were offering three packs of these wipes at Rs. 129 only whereas one pack of it cost Rs. 50. Caremate

Etiquette and care mate are the major competitors of Kara. Caremate is the biggest competitor of Kara because they are offering buy one and get one scheme and its prices are very low. They are offering three wipes pack at Rs. 99 only and two wipes pack at Rs. 75 only.

Table 3: Comparison between Kara and Care mate wet wipesCare mateKara

Care mate is focusing on quantity rather than its quality Its not comes in different variant They offer various schemes which attract customers

Whereas Kara main focus on quality Kara comes in different variants There are no such schemes provided by Kara

2.2.5 INDUSTRY ANALYSISThe Indian Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG), is products that have a quick turnover and relatively low cost. FMCG sector is the fourth largest sector in the Indian economy and has market size of $13.1 billion. This industry primarily includes the production, distribution and marketing of consumer packaged goods, that is those categories of products which are consumed at regular intervals. The sector is growing at rapid pace with well-established distribution networks and intense competition between the organized and unorganized segments. FMCG has mainly three key segments: Personal Care, Household Care and Food & Beverages. Further, Personal Care has five segments: Hair care, Skin care, Colors & cosmetics, Fragrances and Bath & shower products. The skin care market belongs to the Personal Care segment of the FMCG sector in India.

Figure 2: Skin care and wipes market in India

Grasim Industries has started its Consumer Product Division with various FMCG products which includes personal care & home care dry & wet wipes products. The main product of our concern for the research is Kara Skincare wipes. Kara a complete range of skincare wipes. Kara Skincare wipes is a new product to hit the Indian market. . Kara Skincare wipes can be called as India's first branded skincare wipe product. Skincare wipes are popular in the west but in India the category is a new one. Although Indian consumers are familiar with the products which are imported, its the first time that an Indian company enters this segment Kara means care. The brand also marks Aditya Birla Group's foray into the Indian FMCG market. The brand aims to create a new category of wipes in India. Hence the challenge is to educate the target audience about the usefulness of this product.The product is relevant in the Indian market for two reasons. One is the climate which necessitates such a product and Second is the growing number of lady professionals.The brand has the tagline face refresh karne ka specialist this clearly communicates the core brand positioning. The brand is being promoted as the anytime solution to look good. Kara is readily in India at superstores, cosmetic and chemist shop and modern retail outlets.2.3 SWOT ANALYSIS OF THE COMPANYStrengths:- Its a product of a well known brand Aditya Birla group. Availability in maximum number of variants compared to its competitors. Alcohol free product and Dermatologically safe Hassle free application of lotion without using cotton balls. Superior quality Fabric used is VSF (viscose staple fiber) which has a good absorbing power.Weakness:- Lack of advertisement and promotion which leads to low level of awareness in the market. Costlier than other wipes available. Retailers have very less margin as compared to other brands due to which they hesitate to order. No infrastructure in Lucknow is an obstacle in operation.Opportunity:- Lucknow is a fastest developing city in Uttar Pradesh. Due to which there is a good market potential in Lucknow for Kara wet wipes. Climate of India is favorable for such a product Growing number of lady professionals. Huge untapped market People are becoming more hygienic and consciences for themselves.Threats:- Stiff competition from cheaper Chinese wipes and through private label brands. High level of competition from main rivals such as Dove, Nivea, Fresh Ones, etiquette, Zuci. Its a new concept in Indian market.2.4 MICHAEL PORTERS FIVE FORCE MODEL

Figure 3: Porter's Five Force Model

Threat of New EntranceBeing a niche segment, wet wipes market was overlooked earlier. But now some new brands of wet wipes are also available like Caremate, Fresh Ones, Zuci in the market. Major threats are wet wipes of Etiquette by Built. These companies are giving high margins to the retailers and providing to the customer at lower cost. So, the rivalry is increasing.Threat of SubstituteThere are many substitute of this product. Some has direct competition with the product such as wet wipes of Caremate, product of Big Bazaar and wet wipes of Care & essentials, product of Spencers are available to the customers at a very lower cost and also with some offers. Some are indirect competitors of Kara such as handkerchief, towel, tissue paper etc.Bargaining Power of SuppliersThe main raw material used in making wipe is Viscose Staple Fibre (VSF) which is mostly manufactured by the Aditya Birla Group. Aditya Birla Group sells Viscose Staple Fibre to so many domestic and international companies . For Kara, there is no bargaining power of supplier because its own parent company produces the raw material. On the other hand, for other wet wipes manufacturer, bargaining power of supplier is very high due to sole supplier of VSF. Bargaining Power of CustomersBeing availability of different variants of wet wipes of different companies such as Bilt, Kara, Fresh Ones and different Chinese companies, wipes market is like buyers market rather than sellers market. Now, customers have wide range of choice of product and therefore, there bargaining power is high.

CHAPTER 3: RELEVANT LITERATURE REVIEW3.1 LITERATURE REVIEWThe study of consumer attitudes and perception is a difficult task for marketing experts. In this ever changing competitive market environment, consumers are gradually becoming erratic and more unpredictable making the study much more complicated. (Blois, 2000) In todays world of limitless choices and wide variety of purchase options available, attitude and perception may change in the course of buying process that may further influence the consumers to switch brands. Understanding consumer behavior incomplete until describing how consumers make choices, as clarified by (Goldsmith & Foxall, 1994) in their book on Consumer Psychology for Marketing. Consumers come to know and learn about brands through various communication vehicles like packaging, promotion, advertisement, business talks and word of mouth. After consumers become aware about the brand, their buying decisions are guided by the impressions of the brand that they have formed from the information. Therefore, the study of consumer perception is an element of largely unconscious process of consumer behavior. Consumer perception is an approximation of reality. Consumer mind tries to make sense out of the stimuli to which they are exposed. Perception is the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world (Schiffman & Kanuk, 2007). (Goldsmith & Foxall, 1994) Mentioned in their book that consumers become aware about the environment through the five senses and therefore sensation is the process with which perception begins. But perception is not synonymous with sensation despite their clear interconnectedness. Attitudes and perceptions (both positive and negative) play an important role in consumer buying behavior process and have a strong impact in buying decisions. They are mainly judged by the characteristics of the product/service that consumers perceive and the formal evaluations of these characteristics are based on their satisfaction level. If a consumer feels satisfied with the product/service, he/she would pose a positive attitude towards it that would eventually create a favorable perception in the consumers mind (Assael, 1998).

3.2 NEED OF STUDYThe research work gives us an idea as to what difficulties Kara is facing in spite of being a very good quality product. It gives a scope of improvement to rethink on some marketing aspects like better discount slabs, refining target customers etc. The aim of this study was to find out the requirement of the customers. To understand by doing environmental scanning that who are competitors in the environment who are creating difficulties for Kara. What promotional techniques should be adopted to promote the product and to create awareness about the product in the minds of the consumers.What marketing strategies company should adopt to maximize the sale of their product. The main goal of this study was to find out what are the main attributes consumers want in a skincare wipes which could attract them and force them to purchase these wipes only. The research was based on Primary data collected through Questionnaire Method. During the training of 8 weeks I questioned 115 people of Lucknow and the information which I collected helped me in taking the final decisions that company should focus on what factors which are acting as obstacles for the company and are preventing its growth.

CHAPTER 4: DATA COLLECTION AND ANALYSIS

4.1 SAMPLING FRAMEThe sample size for this survey was 115 respondents visiting the modern retail outlets of Lucknow. The convenient sampling method is used here because we have chosen all the selected stores in Lucknow.The corresponding retailers of the modern retail outlets which I visited helped me in filling up my second questionnaire which was based on their perception about these wet wipes of Kara.4.2 DATA COLLECTION METHODSurvey MethodI am using survey as the method of this study. Research is conducted by using a structured questionnaire which is designed keeping in mind the objective of the study. The main purpose of this research is to study the consumer perception about Kara skin care wet wipes and what are the factors which people look for while purchasing these wipes. What difficulty Kara is facing inspite of being a good quality product.The second questionnaire was filled up by the retailers of the corresponding retail outlets to understand their perception about these wet wipes of Kara.4.3 SOURCES OF DATA COLLECTIONPrimary SourcesThe primary sources were the 115 respondents visiting the modern retail outlets of Lucknow such as Big Bazaar, Spencers, and Family Bazaar etc. The questionnaire was filled up by random people offline. 100 people filled the survey. This Survey was conducted to get an idea about what consumers look for when they go to purchase wet wipes for themselves, what factors effect there buying decisions etc.Through observation at the stores we could see the behavior of the customers where does customer first looks when he/she enters the store. Whether they see the Branding of the product.

The second questionnaire was filled up by the retailers of the corresponding retail outlets.The Survey Sheet was filled by us when we used to interview the Store Manager or an Salesmen.I have taken the interview of Store Manager of every store .They gave us idea about the sales of Kara skincare wet wipes both value and volume wise ,how is the customers response towards these wet wipes, their profit margin, and their own feedback about Kara skincare wet wipes.

Secondary SourcesThe help from the internet was taken in order to have complete knowledge about the product .The data which was already been collected, compiled and presented earlier may be used as a purpose of this research. The data has been collected from:- Books Journals Magazines websites4.4 PRESENTATION AND PROCESSING OF THE DATA FOR ANALYSISThe data was mainly collected by the help of questionnaire and interview method. All the questionnaires were administered personally, and during the administration or after the administration, interactions with the respondents were made to facilitate the depth of interview. The data collected through questionnaire were subject to computations in the form of excel file which made the calculations and analysis part very easy. Simultaneously, during interpretation of the collected data, the statements, observations or recommendations/suggestions made mainly by the respondents visiting the modern retail outlets and their corresponding Store managers during personal interview were used to get a single conclusion.

CHAPTER 5: DATA ANALYSIS AND INTERPRETATIONMy analysis is based on the study of both:- Consumer RetailerQuestionnaire Analysis to know about Consumers Perception:Q1. Do you use wet facial wipes?Figure 4: Response count for the usage of wet wipes

Interpretation:Out of 115 respondents 95 of them uses wet facial wipes i.e. a large percentage of people are in a habit of using the wet wipes and 20 people dont use wet wipes because: They are not able to afford these wipes. Lack of awareness was a major issue which reduces the use of these wipes. Poor availability was another problem faced by these wet wipes. Poor distribution. Lack of promotion. Some people think that these wipes are of no use and they dont require them. It is simply wastage of money.

Q2. How often do you use these wipes?

Figure 5: Showing wet wipes usage in a dayInterpretation: Out of 80 respondents 25% of the people use Kara skincare wet wipes once in a day,9% people uses them twice in a day, no one use these wet wipes more than twice in a day.66% people which is a large number use these wet wipes when required.Which means that most of the people uses wet wipes only when they feel its requirement.

Q3. From where you prefer to purchase most of your skincare products?

Figure 6: Showing from where people prefer to purchase skin care products

Interpretation:45% people prefer to purchase their skincare products from cosmetic shops and 43% people purchases from Mall. Very less number of people hardly 6% and 5% respectively purchases from general store and medical store. Therefore the availability of the product should be improved in malls and cosmetic shops of Lucknow.

Q4. Which size pack do you think is ideal pack to purchase?

Figure 7: Showing pack size people prefer to purchaseInterpretation:30wipes pack is purchased by 50% of the people i.e. large number of people prefers to purchase 30 wipes pack. 21% people prefer to purchase 20 wipes pack. And 16% of the people purchases more than 30wipes pack. 5wipes and 10wipes pack is purchased by very less number of people 3% and 10% respectively.Which means that 30wipes and 20wipes pack demand are more as compared to more than 30 wipes, 10wipes and 5wipes pack.

Q5.According to you what should be the price of a medium size wipes pack (20 wipes)?

Figure 8: Showing the price of a medium size packInterpretation:21% people said that price of a medium size wipes pack should be between 30 to 50 .60% people said that its price should be between 50 to 70 .18% people said that its price depends on the type of the variant of the wet wipes of Kara.Which means that ideal price of a medium size pack should be between 50 to 70.

Q6. Have you heard of Kara wet wipes?

Figure 9: Response for knowing about Kara wet wipesInterpretation:As shown in (Fig.9 )16% of the respondents still have no idea about the Kara wet wipes, they never heard about the product. The only single reason behind this is unawareness , heavy advertisement should be done for making consumers aware about the product.Q7. If yes, which all Kara wipes variants do you prefer for yourself?

Figure 10: Showing the variants people prefer to purchaseInterpretation: Among all the variants refreshing wipes with Aloe vera and mint has the highest popularity with 67 people recalling it i.e. 83.75%. 16% people still dont use it. The next favorite is Sunscreen with 42.5% of awareness and that can also be due to climatic conditions of India. In summers, people apply cream which may wipe off due to sweating so wipes helps face cleaning with the goodness of sunscreen in it. 57.5% people are still unaware about this variant of Kara. Moisturizing wipes are recalled by 27% of sample. Cleansing wipes and makeup removal are known by 19% of the sample. Least awareness is of toning wipes with only 15% knowing about it.

Q8. Do you think after purchasing Kara wipes you get value for money?

Figure 11: Showing satisfaction after the purchase of wet wipesInterpretation:The data shows that large number of people agree and are satisfied with the product but still there are some people who think that after purchasing Kara wet wipes they dont get value for money. So the company should focus on those people and try to clear their doubts.

Q9.What makes KARA different from other brands?

Figure 12: Kara differentiation from other brandsInterpretation:Among all respondents 38% people feel that Kara has variety in wipes and other brand Dont have these many variety. And 25% of respondents feel that Kara has various fragrances in its variants, and 18% observe that there is quality difference between Kara and other wipes which they have ever used.So this is a good sign of success for Kara.

Q10. How would you rate the attributes which influence you to like and purchase KARA wipes?

Very GoodGoodOkPoorVery Poor

Fragrance

Softness of wipe

Price

Availability

Alcohol Free

Quality

Packaging

Figure 13: Rating given to the attributesAnswer OptionsVery good(5)Good(4)Ok(3)Poor(2)Very Poor(1)Response CountTotal

Fragrance48*518*411*32*21*180350

Softness of wipes29*530*414*37*20*180321

Price1*514*442*315*28*180225

Availability13*526*423*314*24*180270

Alcohol free6*543*420*39*22*180282

Quality18*548*411*33*20*180321

Packaging6*543*420*39*2 2*1 80282

Interpretation:80 Respondents uses wet wipes and are also aware about KARA skincare wipes. Likert Scale has been used to analyze the above question where Rating Point 1 has been given to the option Very Poor, Rating Point 2 has been given to the option poor and so on. Rating Point 5 has been given to the option Very good. Fragrance, Quality and softness of wet wipes are the best things offered by the company. But the company needs to work upon the availability and pricing of the KARA skincare wet wipes.Q11. Gender?

Figure 14: Gender

Interpretation:As shown in (fig.14) Above chart clearly shows that 76% of respondents are females and 24% of respondents are male who use facial wet wipes. Therefore company should try to create awareness among males also.Q12. Age?

Figure 15: Age groupInterpretation:Above fig. clearly shows that most of the customers who use Kara lies between age group 25 to 35 years and 15 to 25. Therefore the company should mainly target the customers of this age group.

Q13. What is your profession?

Figure 16: ProfessionInterpretation:Out of total 41% respondents are working professionals and 29% are students . Therefore the company should focus more on targeting Working professionals and Students.

Questionnaire Analysis to know about Retailers Perception:Q1.Which brands of wet wipes are offered by you? Figure 17: Showing brands offered by the storesInterpretation: Caremate is a private label brand offered of Big Bazaar and is available in two retail outlets one is Big Bazaar of Saharaganj and other is Big Bazaar of Shalimar at a lower price and offers like buy one get one. Fresh Ones wetwipes are less costly than KARA wetwipes but they are available in good packaging and its economy pack is available at a reasonable price. It is offered by two retail outlets one is Spencers of Fun Mall and other is Spencers of Shalimar. Etiquette by Built is available in four retail outlets:1)Big Bazaar Shalimar2)Big Bazaar Saharaganj3)Spencers of Fun Mall4)Spencers of Shalimar Zuci is offered by two retail outlets one is Store 99 of Fun Mall and other is Store 99 of Phoenix Mall. Kara is available in all the modern retail outlets of Lucknow which I visited. Nivea is offered by one retail outlet Big Bazaar of Phoenix Mall. Care & essentialz is a private label brand of Spencers and is available in two retail outlets Spencers of Fun Mall and Spencers of Shalimar. Q2.No of packets of Kara wetwipes are sold by you in one week on an average?

Figure 18: Showing no. of packets soldInterpretation:Above chart shows that Big Bazaar of Saharaganj and Store 99 of Fun Mall are the largest selling retail outlets of KARA wetwipes. Around 100 packets are sold in these two retail outlets in a week on an average.

Q3. How is the customers response towards Kara wetwipes?

Figure 19: Showing customer response towards Kara Interpretation:As shown in (fig.19) According to the retailers of the modern retail outlets customers response towards Kara is good in four retail outlets which is a positive sign of success for Kara. In three retail outlets the response is just average.Q4. What is your opinion for brand Kara?

Figure 20: Showing retailers opinion about Kara brandInterpretation:The opinion of the retailers of five retail outlets was good towards brand Kara. The opinion of three retailers was just average.

Q5. What age of people do you think purchase Kara wet wipes the most?

Figure 21: Showing age group of people purchasing wet wipes the mostInterpretation:According to the retailers of the eight retail outlets these wipes are purchased by the people having age between 20 to 30 the most.Q6. Your opinion about the delivery of stock as per your order by the distributor?

Figure 22: Showing opinion about the delivery of stock

Interpretation:As shown in (fig.22) In three retail outlets the delivery of stock by the distributor was just average and below average.So the company should focus on delivering the stock on time.Q7. How are the marketing efforts of KARA compared to its competitors?

Figure 23: Showing marketing efforts of KaraInterpretation:Most of the retailers said that marketing efforts of Kara are just average comapred to its competitors.Q8. Is there any promotional support provided by the company?

Figure 24: Showing promotional support given by the company

Interpretation:As shown in (fig.24) Majority of the retailers said that company has provided no promotional support to them . So they want from the company promotional support such as: Brand Promoter Price off Offers such as buy 2 get 1Q9. How much you are satisfied with the offers you get from the Kara products ?

Figure 25: Showing satisfaction with the profit marginInterpretation:The above graph shows that half of the retailers are not satisfied with the profit margin which they get from the KARA products. They just get 21% profit margin while other brands give more profit margin.

CHAPTER 6: RECOMMENDATIONS I would like to suggest few things which would help Kara to improve its sales. These are as follows: Some competitors of KARA are the cosmetic brands, so in order to make strong position in the market, KARA should enter into a new range of cosmetics. Advertisement should be done print and digital media so that the awareness about different variants of Kara can be improved in the eyes of the customers. People think that Kara is a women oriented product so company should focus more on increasing awareness that it is a unisex product. Prices should be reasonable and affordable for the customers. There are many competitors available which are providing wet wipes with offers and at a cheaper price. Customers mainly visit modern retail outlets like Big Bazaar to buy things having offers. So the In stores like BIG BAZAR, customers visit to buy things on which there is some offer. So offers should be given like- Buy 2 get 1 free Buy 1 get 1 free Price off Extra quantity Combo Pack Sample of any new product launch I observed in Big days that stock finishes due to high volume of traffic and increase in demand for the product and the P.O. is generated after 1 to 2 weeks which is very bad in terms of opportunity cost for the Kara brand . So P.O. should be done immediately so that loss of sale can be recovered. Some posters should be there in the outlets promoting Kara so that the availability of the product is known to the customers and more and more customers gets attracted. The placing of the product in the retail outlets should be improved as it is a part of cosmetic product. So, it should be placed in the cosmetic section and clearly visible to the customers. The demand of the product is more by the working professionals and those who go to Gym therefore the company should focus more on them. There should be logo of Aditya Birla Group on the product packaging. The Brand name and loyalty can be used to promote Kara. Proper instructions to open the packet should be mentioned on the product packaging for customer convenience. There should be a cap instead of flap to open the packet, because flap doesnt remain sticky for longer time and wipes get dried. I observed that only the wet wipes of Etiquette were available in the retail outlet like Good Bakery. So, still there are many retail outlets in Lucknow where the availability of Kara is missing. Therefore, the company should look into this matter. The profit margin which the retailers are getting from Chinese and other brand wet wipes are very high as compared to Kara. So, the company should focus on retailers expectations to make them satisfied. The company should directly contact with the retailers to know the consumer reaction as well as the retailers opinion about the product. Social networking sites can also be utilizes for promoting KARA range of products.

CHAPTER 7:CONCLUDING RERMARK7.1 GAINS FROM THE PROJECT Learn how to represent myself in front of the customers .How to deal with the customers and comment on the product. Learn how to place the product in front of the customers in the retail stores and negotiate them to purchase it. I brush up my sales and marketing skills through continuous given inputs on soft skills and business communication during my summer internship program. Visibility of the product plays a major role. Its placing should be done at the right place and in a proper manner. Learn how to get through modern trade business. Learn how the promotion and sales techniques plays a major role in FMCG sector. Advertising is very important in order to create awareness about the brand and the product. Learn what attributes consumers look while purchasing a product. Learn that a salesman should have patience. Learn that environmental scanning plays a very important role for any company. Learn that a salesperson should have a good observation power. Importance of promoter. About competitive analysis About Offers and discounts

7.2 CONCLUSIONIn this interim survey of KARA wet wipes demonstrate that the company has a good market in wipes or we can say its a market leader, but if it will not work on pricing, availability and offers people will switch to other brands or cheaper Chinese wipes. Prices should be affordable and all the variants should be available in all the modern retail outlets and the company should focus on giving better offers to its customers compared to its competitors. Still there are lots of opportunities to grab through increasing awareness among the people and only awareness is not beneficial the importance must also be told so that they purchase it. The product needs rigorous advertising. Putting the logo of Aditya Birla on the product packaging for consumers to trust the brand and have quality assurance. The company should refine its target customers and use proper distribution channels. Retailers feedback is very important so the retailers should be contacted frequently to know the actual response of the customers towards the product. The company should improve its marketing efforts.

At last, I can say that, the attributes which influence the customers the most while purchasing wet wipes are: Quality Packaging Price Fragrance Availability Brand nameSo the company should concentrate on all these attributes for the successful performance of the product in the market of Lucknow.

REFERENCES (n.d.). Retrieved 2013, from http://www.adityabirla.com/home: http://www.adityabirla.com/home (n.d.). Retrieved JULY 2013, from http://birlacellulose.com/: http://birlacellulose.com/ (n.d.). Retrieved JULY 2013, from http://www.grasim.com/: http://www.grasim.com/ (2002, 07 11). Retrieved 2013, from WWW.USATODAY.COM: http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htp arora, s. (2012). why do indian women buy facial skincare wet wipes? TATTVA , 88. Beautycompany, T. (2010). The Beauty Benchmark. Retrieved from http://www.thebeautycompany.co: http://www.thebeautycompany.co Blois, K. (2000). The Oxford Textbook of Marketing, Oxford University Press, Oxford. Horovitz, B. (2002, 07 11). More consumers whip out wet wipes. Retrieved JULY 2013, from WWW.USATODAY.COM: http://usatoday30.usatoday.com/money/covers/2002-07-11-wipes.htm Vora, M. B. (n.d.). FMCG sector in India . Retrieved from www.iseindia.com: www.iseindia.com/ResearchPDF/FMCG_Update1.pdf Schiffman, & Kanuk. (2010). Consumer Behaviour. Goldsmith, & Foxall. (1994). Assael. (1998). Euromonitor. (2012). itc-takes-the-conglomerate-route-to-capitalise-on-fmcg-growth-in-india.htm. Retrieved from Euromonitor : at: http://blog.euromonitor.com/2011/12/itc-takes-the-conglomerate-route-to-capitalise-on-fmcg-growth-in-india.htm Euromonitor. (2010). Retrieved from Euromonitor.

APPENDICIES Questionnaire for ConsumersI will appreciate you taking the time to complete the following survey. It will take hardly five minutes. The survey is based on FACIAL WETWIPES by Grasim industries, Aditya Birla. This questionnaire is designed to study the consumer perception about the Kara brand. Your answers will be completely confidential.Note: Tick ( ) the option of your choice.1. Do you use wet facial wipes? a) Yes b) No 2. If yes, which brand of wet wipes do you use? a)Kara b)Nivea c)Fresh Ones d)Zuci e)Other3. How often do you use these wipes? a)Once in a day b)Twice in a day c)More than twice d)When required4. From where you prefer to purchase most of your skin care products? a)Mall b)Cosmetic shop c)General store d)Medical store5. Which size pack do you think is ideal pack to purchase? a)5wipes b)10 wipes c)20 wipes d)30 wipes e)More than 30 wipes6. According to you what should be the price of a medium size wipes pack(20 wipes) ? a)30-50 b)50-70 c)70-90 d)More than 90 e)Depend on the variant7. Have you heard of Kara wet wipes? a)Yes b)No8. If yes, which all Kara wipes variants do you prefer for yourself? (Please feel free to tick on multiple)) a)Toning (rose) b)Cleansing (Avocado) c)Sunscreen protection(Plum) d)Makeup removal e) Refreshing wipes9. Do you think after purchasing Kara wipes you get value for your money? a)Highly agree b)Agree c)Neutral d)Disagree e)Highly disagree 10. What makes Kara different from other brands? ( Please feel free to tick on multiple) a)Quality b)Packaging c)Is from aditya birla group d)Value for money e)Fragrance f) All of these Rate it from 1-5 1- very good 2-good 3-ok 4-poor 5-very poor 11. How would you rate the attributes which influence you to like and purchase Kara wipes? Fragrance Softness of wipe Price Availability Alcohol free Quality Packaging 12. Do you think company should give some offers on these wipes? a) Yes b)No If yes, what type of offers you want?

13. Would you like to recommend Kara to your friends and family who are not using it? a)Yes b)No The following are some personal questions about you that will be used for statistical purpose only. 14. Gender a)Male b)Female 15. Age a)(15-25) b)(25-35) c)(35-40) d)Above 40 16. Which income group do you fall under? a)(0-10,000) b)(10,000-20,000) c)(20,000-30,000) d)Above 30,000 17. What is your profession? a)Student b)Working professional c)Home make d)Self employed 18. Contact No./Email id:

(Thank you so much for your time and cooperation ,have a good day!!)

Questionnaire for RetailersObjective :- To study the retailer perception about the Kara wet wipes.Name of the retailer: Name of the retail outlet:Note: Tick ( ) the option of your choice. Q1. Which brands of wet wipes are offered by you?a) Caremate b) Fresh Ones c) Etiquette d) Zuci e) Kara f) NiveaIf you are not providing Kara then please specify reason-

Q2. No. of packets of Kara wet wipes sold by you in one week on an average?a) 0 30 b) 31 60 c) 61 90 d) 91 & aboveQ3. How is the customers response towards Kara wet wipes?a) Excellent b) Good c) Average d) Below averageQ4. What is your opinion for brand Kara ?a) Excellent b) Good c) Average d) Below averageQ5. What age of people do you think purchase Kara wet wipes the most?a) Less than 20 b) 20-30 c) 30-40 d) 40 & aboveQ6. Your opinion about the delivery of stock as per your order by the distributor?a) Excellent b) Good c) Average d) Below averageQ7. How are the Marketing efforts of Kara compared to its competitors?a) Excellent b) Good c) Average d) Below averageQ8. Is there any promotional support provided by the company?If yes, please specify: If no, what kind of support you want from them:

Q9. What attributes do you consider are most important for any facial wet wipes?a) Price b) Quality c) Packaging d) Fragrance e) Brand image f) All of theseQ10. How much you are satisfied with the margin you get from the Kara products?a) Highly satisfied b) satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied

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