Report

On
Aerosol (Consumer Survey)

Media & Research

Square Toiletries Limited

January 13, 2011

Objective

• To explore top of the mind recall for category and brands

• To know why do consumer use Aerosol
• To identify the reasons why consumers do not switch to other brands from ACI
• To identify the reasons why consumers will switch to other brands from ACI
• To know the most influencing factor behind purchasing ACI
• To explore performance of ACI in terms of core functional attributes

Methodology

Target Respondent
Female respondents who use mosquito killer (Aerosol) of any brand

Sample Size
Sample size is 26. Initially 29 respondents were interviewed but after screening the questionnaire 3 questionnaire
were eliminated.

Sampling Technique
Judgmental and convenience sampling

Sampling Area
Uttara, Banani and Green Road (door to door respondents). Also respondents in front of Aga Khan School and
Uttara Women’s’ College.

Data Collection Tool

Semi-structured questionnaire

Duration of the Study

Sample Distribution Date: 19 and 20 Dec, 2010

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Findings of the Survey Research
Respondents’ Profile

All the interviewed respondents are female. 28% of these respondents are not involved with any service, whereas
72% of them are involved with either business (24%) or teaching (28%) or advocacy (4%) or any other
profession.
Most of them have monthly household income above BDT40000.

• 88% respondents are currently using ACI and whereas only12% using Xpel.

Top of the mind recall for category and brands

The Highest TOM for Aerosol

• Mosquito killer (54%)

• ACI (19%)

The Highest TOM for ACI

• Mosquito killer (15%)

• Aerosol (8%)

The Highest TOM for XpelI

• Mosquito killer (12%)

The Highest TOM for Mortein AIK

• Mosquito coil (15%)

To note, 81% respondent did not recall anything for Xpel , 77% for Mortein AIk and 69% for ACI.

Ever used Brands

Other than current usage brand, 39% respondents have previously used Mortein AIK, 16% Xpel and 12% ACI.

Reason behind usage of Aerosol

Since 88% users are currently using ACI, the following reasons might be considered as the reasons behind using
ACI Aerosol

• ‘It kills mosquito’ ranks 1 with 124 score

• ‘I am using this brand for longer time / habituated to use / family members are using it since my
childhood’ ranks 2 with 72 score.

• ‘It has good fragrance’ ranks 3 with 61 score.

• Whereas – ‘it has good brand image ranks 4 with 54 score.

Reasons behind Not Switching To Other Brands from ACI

The three most important reasons are:

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 • Accustomed to use / using for long time (19%)
• Effectiveness in killing mosquito than other brands (27%)
• Available (4%)

Respondents Will Switch To Other Brands If the Following Requirements are Met-

• More effectiveness of per spray to kill mosquito (31%)

• Adding harmless / good fragrance both for kids and adults (46%)

• Cheaper / reasonable price (12%)

Functional Attribute Performance of ACI

Functional attribute performance of ACI is not found in that much satisfactory level. However the following factors
were perceived as good to the respondents

• brand familiarity

• good brand image perception and

• Availability

Conclusion
Though 88% respondents are currently using ACI, they are not completely satisfied with the functional attribute
performance of this brand. Because they feel some needs are not fulfilled yet. In spite of that they are using ACII
brand because

• They have been using it for longer time

• They have seen other family members using it since their childhood

• They think, ACI has comparatively more effectiveness in killing mosquito than other brands available in
the market

In fact a significant number of respondents still want from aerosol (also not met by ACI Aerosol) the following
value to be met-

• Effectiveness of spray to kill mosquito

• Harmless and tolerable fragrance for both adults and kids.

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Appendix – A: Survey Findings
Respondents Profile

Table-1: Age of the Respondent

Age Group Percent

31 - 30yrs 36
31 - 40yrs 32
Above 40yrs 32

Table-2: Monthly Household Income of the Respondents

MHI Percent
10000 - 20000/- 13
21000 - 30000 17
31000 - 40000 17
Above 40000/- 52

Table-3: Occupation of the Respondents

Occupation Percent
House wife 28
Service Holder 16
Business 24
Teacher 28
Advocate 4

Top of the Mind Recall (TOM) for Category and Brand

Table-4: Category (Aerosol) TOM

TOM Percent
Mosquito killer 54
ACI 19
Mosquito 8
Xpel 4
Non-Response 15

Table-5: TOM for ACI

TOM Percent
Mosquito killer 15
Container 4

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 Salt 4
Aerosol 8
Non-Response 69

Table-6: TOM for Xpel

TOM Percent
Mosquito killer 12
Container 4
Remove 4
Non-Response 81

Table-7: TOM for Mortein AIK

TOM Percent
Coal 15
Mosquito killer 4
Container 4
Non-Response 77

Currently Used and Ever Used Brand

Table-8: Current Usage Brand

Brand Percent
ACI 88
Xpel 12

Table-9: Ever Used Brand Other than Current Usage Brand

Brand Percent
Moteing AIK 39
ACI 12
Xpel 16
No other Brand Used Ever (ACI Brand
42
Loyal User)

Reason behind Usage of Current Brand

Table-10: Respondents Rank the Major Reasons according to Importance of the Reasons

Score Difference (Relative

Reasons Ranking Score Score has been Subtracted
from the Highest Score)
It kills mosquito 1 124 0
I am using this brand for longer time /
habituated to use / family members are 2 72 -52
using it since my childhood
It has good fragrance 3 61 -63
It has a good brand image 4 54 -70
This brand is well known to me 5 47 -77

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 Easily affordable in reasonable price 6 24 -100

Table-11: The most Important Reasons behind Using ACI Aerosol

Score Difference (Relative

Brand Ranking Score Score has been Subtracted
from the Highest Score)
It kills mosquito 1 60 0
It has good fragrance 2 47 -13
I am using this brand for longer time /
habituated to use / other family members 3 36
are using it since my childhood -24
It has a good brand image 5 31 -29
Available 6 10 -50
It helps chasing mosquito 7 6 -54
I can depend on it 8 5 -55
Easily affordable in reasonable price 9 1 -59

Core Attribute Evaluation of Aerosol Brands

Table-12: Core Attribute Evaluation of the Aerosol Brands

Mortein
ACI Xpel
Parameters AIK
Mean Mean Mean
It kills mosquito effectively 3.70 3.67 4.00
It has good fragrance 3.17 3.67 3.00
It has acceptable fragrance 3.19 3.67 3.00
This brand is well known to me 4.52 3.00 4.00
I have a good brand image perception for
4.65 3.40 4.00
this product
Easily affordable in reasonable price 3.14 3.17 3.00
This brand is highly available 4.45 3.00 3.00
Number of respondents responded to the
23 6 1
relative brands
*it is recommended not to compare the means across the brand since no of respondent is not equal for the three
brands. 23 respondents evaluated all the parameters of ACI, whereas 6 respondents evaluated Xpel and only 1
respondent evaluated Mortien AIK.

What Causes not to switch or to switch to Other Brands (Only ACI)

Table-13: Why ACI Users are not switching to Other Brands

Reasons Percent
Accustomed to use / using for long time 19
Effectiveness in killing mosquito than other brands 27
Available 4

Table-14: What Additional Benefit if Added, ACI Users Will Switch to Other Brands

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 Additional Benefits Percent
Increase effectiveness of spray to kill mosquito 31
Adding harmless / good fragrance 31
Adding harmless fragrance for kids 15
Cheaper / reasonable price 12
will not cause breathing problem 8
If require little amount of spray with effectiveness 4

Appendix – B: Questionnaire

Survey on Mosquito Aerosol

1. What comes to your mind when I am talking about aerosol?

2. What comes to your mind first when I am talking about ACI, X-pel, and Mortein?
ACI Xpel Mortein AIK

3. Which aerosol brand are you currently using?

1 ACI
2 Xpel
3 Mortein AIK
4 Others...............

4. Why do you use this brand (current usage brand)?

The reason you told for which you are using this brand, please rank them according to
importance.
Ranking
1 It kills mosquito
2 It has good fragrance
I am using this brand for longer time / habituated to
3 use / other family members are using it since my
childhood
4 This brand is well known to me
5 It has a good brand image
6 Easily affordable in reasonable price
7 Available
8 others……………………………………………………….
5. Which aerosol brands you have ever used other than the current usage brand?
1 ACI
2 Xpel
3 Mortein
4 Others...............
6. Why don’t you use that brand any more that you used before. (Tick all the reasons that
respondents say)
The reason you told for which you are not using the past brand, please rank the reasons
according to importance.
Ranking
1 It does not kill mosquito
2 It does not have good fragrance
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 Family members / friends / relatives influenced me to
3
switch the past brand
4 This brand is well known to me
5 It causes breathing problem
6 It does not have a good brand image
7 Not affordable in reasonable price
8 Not available everywhere
9 others……………………………………………………….

7. Why are you not switching the current brand? (If any respondent is using current brand for
long time, then ask this question)

8. What additional benefit in the product will cause you to switch from current brand?

9. Which attribute of ACI you like most and influence you to buy it? (only 2 reason)

Ranking
1 It kills mosquito
2 It has good fragrance
I am using this brand for longer time / habituated to
3 use / other family members are using it since my
childhood
4 This brand is well known to me
5 It has a good brand image
6 Easily affordable in reasonable price
7 Available
8 others……………………………………………………….

10. Which attribute of X-pel you like most and influence you to buy it? (only 2 reason)
Ranking
1 It kills mosquito
2 It has good fragrance
I am using this brand for longer time / habituated to
3 use / other family members are using it since my
childhood
4 This brand is well known to me
5 It has a good brand image
6 Easily affordable in reasonable price

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 7 Available
8 others……………………………………………………….

11. Which attribute of Mortein AIK you like most and influence you to buy it? (only 2 reason)
Ranking
1 It kills mosquito
2 It has good fragrance
I am using this brand for longer time / habituated to
3 use / other family members are using it since my
childhood
4 This brand is well known to me
5 It has a good brand image
6 Easily affordable in reasonable price
7 Available
8 others……………………………………………………….

12. From your experience, please give comparative rating in the following parameters of Aerosol
Brands
Neither
Strongly agree Strongly
Parameters Brands Agree Disagree
agree nor disagree
disagree
ACI 5 4 3 2 1
It kills mosquito effectively Xpel 5 4 3 2 1
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
It has good fragrance Xpel 5 4 3 2 1
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
It has acceptable fragrance Xpel 5 4 3 2 1
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
This brand is well known to me Xpel 5 4 3 2 1
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
I have a good brand image
Xpel 5 4 3 2 1
perception for this product
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
Easily affordable in reasonable
Xpel 5 4 3 2 1
price
Mortein 5 4 3 2 1
ACI 5 4 3 2 1
This brand is highly available Xpel 5 4 3 2 1
Mortein 5 4 3 2 1

Age
15 - 20yrs 21 - 30yrs 31 - 40yrs Above 40yrs

Occupation
Student House Service Business others……………………..

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 wife

MHI
10000 – 21000 – 31000 - Above
20000/- 30000/- 40000 40000/-

Thank you for your participation

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