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Objective
The main aim of undertaking this study is
to accomplish the following…
• To study the consumer buying behavior.
Laundry Care
Market
source : IMRB
Introduction
Fabric Wash Market in India
• Total Market Size Rs. 8800 Crores
• Total Volume- 2.3 Million Tonnes +
• 98 percent Penetration in India
• CAGR -10 per cent
Consumption Pattern Increase
55 per cent Urban (14 percent users of Washing Machine)
45 per cent Rural
Major Players
• HUL
• Nirma
• Ghadi
• P&G
1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf
Excel hai na”
Secondary data
Primary data
1)Qualitative Research
A. Observation method
B. Interview
2)Quantitative Research
A. Questionnaire design
B. Pilot Testing
C. Questionnaire correction
D. Sample Size(30)
E. Analysis
OTHERS
TIDE 10%
17%
SURF-EXCEL
56%
ARIEL
17%
Surf excel with different
parameter
160
140 142
140 129 130 130
120
120 110
95 100 105
100 85
80 70
60
40
20
0
SACH
LARG
ET
E
POUC
PACK
H
ETS
20%
23%
1Kg 250-
37% 500
gm
20%
OVER-ALL EXPERIENCE
14
12
Sample Size: 30
18
16
14 unaware
12 not used
10 used
8
6
4
2
0
Automatic Quick-wash Blue Bar
DONT
LIKE
3%
LIKE
97%
Observation
Why Surf excel ?
The answer can be found out by taking a brief look at
Maslow’s Hierarchy of Needs. There are two basic needs that
play along like proponents.
• One is the Social needs (for instance, being clean and
acceptable in the society) and
• The other need acts like a catalyst which is Egoistic
needs(i.e., customers who thinks that buying or using Surf
Excel will give them a higher status compared to using other
detergents).