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Objectives:
1. To identify the existing, lapsed, potential consumers of the chosen product/brand
2. To analyse their attitudes towards the chosen product/brand
3. To analyse their usage of the chosen product/brand
4. To flow-chart a Consumer Decision process for the chosen product/brand with
reference to pre/at/post ± purchase/consumption

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Perfumes and deodorants help in controlling body odour. Axe Deodorants and
perfumes are one of the most popular men perfumes in India . Axe Deodorants is a pioneer
in this field in the short span of time, has created a large following for itself . There are a
very few Indian brands in this field which pose competition to Axe. Axe is a growing brand
on account of the good quality products it offers. Right from the beginning Axe created
awareness about this brand and they became successful. They flooded Indian shops with
their deodorants and caught the attraction of consumers. Once they realized its
advantages, they start buying it regularly. Axe gets good competition from the international
brands like Nike and Adidas. Axe deodorants are exclusively designed for men and
indulge your senses. They have gently refreshing and luxurious fragrances. Axe
Deodorant for Men is an exclusively designed product with long lasting effect for protection
from the body odor during the whole day .

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An important factor that plays to Axe¶s advantage is its wide range of variants. It
gives its users the change they are looking for and keeps them hooked on to Axe. They
also have innovative promotions for the new variants that are launched that attract the
users. Some of the variants are:

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To understand the decision making process a study was conducted using a
questionnaire. This was to be filled by all as one of the objectives was to identify the
existing, lapsed, potential consumers of Axe. Based on the responses collected personal
interviews were held for clarity and to gain more insights.

Objective 1: To identify the existing, lapsed, potential consumers of the chosen

product/brand
To conduct a research Questionnaire was used. This was filled by a total of 68
respondents. Two questions that helped in achieving in objective 1 were:
Which Deodorant do you use? and Have you ever used Axe?
Answers:
Other brand and No = Potential User
Other brand and Yes = Lapsed User
Axe and Yes = Existing user
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The Existing Axe users were 20 in number. From the remaining 48 respondents, 28
were females. 11 out of these 28 had used Axe; hence, they were lapsed users. However,
since the target users of Axe are males, we would not be considering these 28
respondents. The total number of lapsed users (male) is 17. 3 respondents have never
used Axe Deodorants. This would make them our potential users. Thus, our 1 st objective of
identifying the existing, lapsed and potential consumers of the chosen brand was
achieved. For further clarity, personal interviews were held based on random selection
and availability.






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Axe Users: Existing, Lapsed and Potential

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Axe is known for using its marketing muscle for heavy promotions and
advertisements. As a result in the cognitive environment 60% think of Axe when they think
of any advertisements of deodorants.




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Q. Advertisements of which deodorant comes 1 st in your mind?

However the loyalty of Axe is not thoroughly established as 15 out of 20 go for other
brands if Axe is not available . Therefore, placement of the product is extremely important
In the Affective environment, 19 of 20 existing axe users give Rank 1 to fragrance. The
product is therefore leveraged strongly. The shape, colour and aesthetics do not matter to
16 out of 20 existing users however, sight and sound is involved while watching the Axe
commercials

In the Active environment 9 out of 20 people find out the price of Axe bef ore buying
the deodorant. The recent promotions to announce reduction of prices may have helped
Axe to reduce the user¶s efforts.

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In the Cognitive environment out of the 40 people who think of Axe as the first
advertisement 11 believe that it plays a role in selecting the Deo dorant. Therefore, it has a
strong influence.
In the Affective environment 17 out of 20 do not ask test the deodorant while buying
it. However, if they are buying a different brand or even a different variant, they test the
deodorant.
In the Active Environment 8 out of 20 go specifically to buy deodorants while others
buy it with other items while shopping . Therefore, it can be considered as an item that is
bought along with the mo nthly requirements. Another finding pointing in a similar direction
is that 70% of the respondents buy it from the super market while others buy it from local
Kirana. Placement of the product can be looked at with the help of this finding. Since it is a
low-price product 14 out of 20 pay in cash for the deodorants . 85% of the respondents do
not ask for the shopkeeper¶s opinion while purchasing .




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Q. Where do you buy the deodorant from?

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In the Cognitive environment when asked to d escribe Axe if it were a person a majority
said It would be a very attractive, stylish and sexy male. This reflects the product
positioning of the brand.
While using Axe in the Affective environment where the sense of touch is involved 14
prefer the attached lid for convenience.
In the Active environment to analyse the u sage pattern
5 ± Use it more than twice a day
7 ± Use Once a day
5 ± Use Twice a day

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Usage

60% buy a new bottle whenever the current bottle is empty. This can be considered a
threat as there is a possibility that other brands might penetrate during the period when the
user finishes the bottle and when he buys the next bottle.
80% dispose off the bottle by throwing it in the bin

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