INTRODUCTION

What Is PERCEPTION?

Perception is a process by which individuals organize and interpret their sensory

impressions in order to give meaning to their environment. However, what one
perceives can be substantially different from objective reality. It need not be, but
there is often disagreement. For example, it’s possible that all employees in a firm
may view it as a great place to work- favorable working conditions, interesting job
assignments, good pay, an understanding and responsible management – but , as
most of us know, it’s very unusual to find such agreement.

FACTORS THAT INFLUENCE PERCEPTION:

A number of factors operate to shape & sometimes distort perception. These
factors can reside in the perceiver, in the object or target being perceived, or in the
context of the situation on which the perception is made.

a) Factors in the perceiver –

• Attitudes
• Motives
• Interests
• Experience
• Expectations

b) Factors in the situation –

• Time
• Work setting
• Social setting

c) Factors in the target –

• Novelty
• Motion
• Sounds
• Size
• Background
• Proximity
• Similarity
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CUSTOMER BEHAVIOUR

Behavior is a mirror in which everyone shows his or her image. Behavior is a

process of responding to stimuli. Consumer behavior is to do with the activities of
individuals in obtaining and using the goods and services. It encompasses the
decision making process that precedes and determines purchases. In the words
Prof. C.G. Walter and Prof. G.W. Paul it is “The process whereby individuals
decide whether, what, when, where, how and from whom to purchase goods and
services”.

Consumer or Customer behavior is all the psychological, social and physical

behavior of potential customers as they become aware of evaluate, purchase,
consume and tell others the products or services.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

Social and Cultural Influences

Culture is learned behavior that has been passed down over time,
reinforced in our daily lives through the family unit and through education
and religious institutions. Culture influences, therefore, are powerful ones
and if the company does not understands the culture in which the particular
market operates it cannot hope to develop products and market them
successfully.
It is important to recognize that culture although immensely powerful
is not fixed forever. Change in culture tends to be slow and not fully
assimilated until a generation or more has passed.

Specific social influences

• Social class
This is the most prominent social influence. Traditionally, one of the
chief determinants of social class was income. over the past 30 years or so,
classification of consumers on the basis of lifestyle is becoming more
meaning today.
• Reference groups
This can be described as group of people whose standards of conducts
of mould an individual’s dispositions, beliefs and values. This group can be

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 small or large. Reference groups can range from the immediate family to the
place of work. They can also be found in a person’s social life. An
individual is unlikely to deviate too far from the behavioral norms led down
by the members of a club or hobby group. Reference group, but it does state
that individualism cannot exist within a group, but it does suggest that even
rigid independent thinkers will at least be aware of what is considered
‘normal’ within a group.
3.2.3. Motivation
Marketers are interested in motivation when it relates to purchasing
behaviour. This behaviour relates to the motive for wishing to posses the
goods or services in question, and it has been termed ‘goal-related
behaviour’. It can, therefore, be seen that a number of motives might be at
play when making a purchaser decision – some motives stronger than others
– and the final decision might be a compromise solution.

CUSTOMER SATISFACTION

The liberalization and globalization of Indian economy has taken

place almost a decade ago, the focus point in any organization is “Customer
satisfaction”. The phase such as “Customer is king in our business”, “service
to customer is service to god” are no more a myth but turned out to be a
reality. Customer satisfaction is the base of any business expansion because
of the stiff competition prevalent in the market.
Whether the buyer is satisfied after the purchase depends on the
offer’s performance in relation to the buyer’s expectation. In general;
satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance ( or outcome) in relation to his
or her expectation.
As this definition makes clear, satisfaction is a function of perceived
performance and expectation. If the performance falls short of expectations,
the customer is dissatisfied. If the performance matches the expectations the
customer is satisfied.

4.1 Perception

Unlike motivation that requires a reaction to a stimulus, perception

relates to the meaning that is assigned to that stimulus as marketers are

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 interested in how buyers perceive and react to products in relation to such
matters as quality, aesthetics, price and image, since products not only exist
in partial terms but also how they are perceived by consumers in relation
need satisfaction. This perception by buyers is affected by the nature of the
product itself, by the circumstances of the individual buyer and by the
buyer’s innate situation in terms of how ready they are to make the purchase
in terms of needing it at a particular point of time.

4.2 Attitude

Our strongest basic attitudes are implanted in our formative years and
these come largely from the influence of our close family group and other
social interaction. More refined attitude develops later. In marketing terms,
the sum total of our attitudes can be regarded as a set of cognitions that a
potential buyer has in relation to a potential purchase or purchasing
environment. This is why certain stores or companies go out of their way to
engender favorable attitude and it is why manufacturer seek to induce
loyalty towards their particular brand or product.

4.3 Learning
In the context of marketing, learning is a result of information
received through advertising or other publicity or through some reference
group or other. In order to have an effect on motives or attitudes, marketing
effort should associate the product with positive drives and reinforcing
messages.

Literature Review

DETERGENT MARKET IN INDIA

The Indian fabric wash products market was a highly fragmented one. There was a
sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars
made from vegetable oils accounted for around seven lakh tonnes with synthetic

4
detergents making up the rest. Detergent cakes accounted for 40% of the synthetic
detergent used, while powder accounted for the rest. Washing powders were
categorized into four segments - economy (selling at less than Rs.25 per kg), mid-
priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact
(selling at over Rs. 120 per kg). The compact, premium and medium priced
segments together accounted for 20% of the volume share and 35% of the value
share. The economy segment made up the remaining lion's share of the market.
The fabric wash industry in India was characterized by low per capita
consumption, especially in rural markets. The major players in the Indian
detergent market were HLL, P&G, Nirma and Henkel (through its joint venture
with SPIC, a leading petrochemical company based in the south Indian city of
Chennai).

MARKET SHARE

Major Players:

5
 Surf Excel
 Rin
 Arial
 Tide
 Nirma
 Wheel

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NIRMA

NIRMA is one of the few names - which is instantly recognized as a true Indian
brand, which took on mighty multinationals and rewrote the marketing rules to
win the heart of princess, i.e. the consumer.

Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a classic
example of the success of Indian entrepreneurship in the face of stiff competition.
Starting as a one-man operation in 1969, today, it has about 14, 000 employee-
base and annual turnover is above Rs. 25, 00 crores.India is a one of the largest
consumer economy, with burgeoning middle class pie. In such a widespread,
diverse marketplace, Nirma aptly concentrated all its efforts towards creating and
building a strong consumer preference towards its ‘value-for-money’ products.

Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making it one
of
the largest volume sales with a single brand name in the world. Looking at the
FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but this
did not deter it to achieve a volume of 100,000 per annum. This makes Nirma the
largest detergent and the second largest toilet soap brand in India with market
share of 38% and 20% respectively.

SURF EXCEL

Surf Excel is currently running two campaigns riding on the popularity of the
"Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a chord
with the consumers. Continuing with the earlier campaign, the new ad features two
kids taking a Puddle fight to distract their fighting parents fighting over a car
collision. The voice over says " if some thing good happens because of dirt then
Dirt is Good". According to a report in agencyfaqs, the creative team had a tough

7
task in continuing a classic campaign and no doubt they have been very
successful.
The second campaign takes a cue from the World cup. The ad features a group of
kids preparing for World Cup 2015.

WASHING POWDER and CAKE

Sr. Name of the Product Multi National Company Indian Substitute

Proctor and Gamble India
01. Aril, Tide Nirma,
Ltd.
02. Surf-Ultra Hindustan Lever Ltd. Plus,
03. Rin Hindustan Lever Ltd. 555, 501, 255
04. Wheel Hindustan Lever Ltd. Chabi
05. Wheel(cake) Hindustan Lever Ltd. Ghadi
06. Sunlight Hindustan Lever Ltd. Doctor
07. Sunlight(cake) Hindustan Lever Ltd. Hipolin
08. Surf-Ultra (powder) Hindustan Lever Ltd. Fena
09. Check (powder) Henkel Spic India Ltd. Dhara
Rebit and Colman India
10. White (powder) Date
Ltd.

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11. Vim(powder) Hindustan Lever Ltd. Dot
Rebit and Colman of
12. Harpic Superfine,Vimal
India Ltd.
Rebit and Colmen India
13. Colin some of the soaps
Ltd.
14. Bricks Henkel Spic India Ltd. of the local industries.

MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.

When Procter& Gamble India (P&G) entered the detergent , market of India at the
beginning of the 1990s, the market had just calmed down after a decade long battle
between HLL’s Surf and Nirma of Nirma Chemicals. Though there were many
detergent brands in the market – Det, Key, Pont, Chase, Vimal, Vijay, Adhunik,
Plus, Hipolene, Tej, Mazda , Sanzar , etc – Surf remained the leader and Nirma the
challenger. Choosing the price conscious, lower segment as its market and taking
advantage of the concessions as an SSI unit, Nirma Chemicals offered a low-
priced brand and promoted it aggressively. HLL had to defend Surf with all its
might. The company stepped up its promotion of Surf, relying heavily on aspects
like quality and value for money. In addition, HLL introduced a low priced brand,
Wheel, and positioned it directly against Nirma in the same segment. HLL also
introduced Sunlight detergent powder, a brand extension of its Sunlight washing
soap taking advantage of its time tested brand image. Yet, within a few years,
Nirma garnered a share of 35 per cent of the market and literally shook Hindustan
Lever. The latter had been the market leader for years without any significant
challenge whatsoever. Also, by then the detergents market of India had grown into
a Rs 1,800 crore market. It was into this market that P&G entered with its Ariel as
a direct contestant against Surf. In fact, the P&G-HLL battle finally turned out to
be one of the major marketing encounters of the 1990s. P&G and Lever, the rivals
around the world, were now combating on Indian ground.

How did P&G go about marketing Ariel? What marketing strategy did P&G
employ? P&G Seeks leadership position in the industry: P&G laid down its
marketing strategy in respect of Ariel: P&G aims at making Ariel the leading
detergent brand of India, squarely confronting the exiting market leader,

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Hindustan Lever, and its leading brand, Surf. Our marketing strategy will be
centered around this major theme. The company will stick to this plan even if it
means sacrificing profits in the short run. P&G put Ariel on the Indian market in
1990, positioning it directly against HLL’s Surf.

DETERGENTS UNDER SCRUTINY

The virtually unregulated use of pollutant chemicals in the Indian detergent

industry is a situation that needs to be quickly reversed, says Toxics Link.

October 2002 - Cleanliness has been an important consideration for human beings
from time immemorial, but the relation between personal and environmental
cleanliness is a less obvious one. Soap making dates back to about 1500 BC, the
earliest records indicate that a combination of animal and vegetable oils with
alkaline salts was used to form a soap-like material. In ancient India too, people
used soap preparations made from plant or animal fats. Modern technology has
provided synthetic detergents that have slowly replaced soaps. The first detergents
were used chiefly for hand dishwashing and fine fabric laundering. This was
followed by the development of all-purpose laundry detergents introduced in the
U.S.
in 1946.
Today, India has a diverse range of detergents available off the shelf. The annual
consumption of detergents in India ranges to hundreds of thousands of tonnes. The
formal sector with its increasing ability to influence consumers via advertisements
is expanding its market share aggressively. The detergent market has evolved into
a highly competitive one where a myriad brands vie with each other to get the
customers' attention. Each brand claims to clean whiter, boasting of
technologically dubious terms such as fighting granules, power pearls, etc.

Detergents and health

Detergents are household chemical cleaning compounds used for laundering and
dishwashing. They contain wetting agents and emulsifiers, based on non-soap
synthetic surfactants. Synthetic detergent powders consist of surface-active agents,
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builders and fillers. In addition they have additives like anti re-deposition agents,
optical fibre brighteners (whitening agents), bluing agents, bleaching agents, foam
regulators, organic sequestering agents, enzymes, perfumers, and substances that
regulate the density and assure crispness of the material they are used on.
A study done to understand the Indian consumers knowledge of harmful effects of
detergents on health and environment, showed that 77.6 percent of respondents
had experienced some kinds of skin irritation due to detergents. Of these the
majority comprised of dhobis and rural women. Conventional laundry detergents
leave chemical residues on the clothes. These residues enter our bodies either
through the skin or through the lungs. They cause many common health problems
including allergies, skin infections and in rare cases, cancer. The fragrances used
in laundry detergents can prove allergic and be highly irritating to lungs, causing
serious health effects to people with asthma or chronic heart problems.
The usual result of a continuous and excessive exposure of the skin to detergents is
drying, fissuring and dotting of the keratin layer leading to increased permeability
that causes sensitization, which may develop into dermatitis. Elderly people are
more susceptible to infections that may lead to developing eczema.

Detergents and water pollution

Most laundry detergents in India are phosphate based. Phosphates are a major
source of water pollution that has become the direct cause of 42 per cent of human
and animal diseases. In India, per capita consumption of detergents in 1994 was
2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural
areas the use of detergent bars is expected to grow 7-8 per cent annually. The
figures are of concern because high quality detergents have as much as 35 per cent
STPP in them. According to Prof Narinder K. Kauschik, Professor emeritus for
environmental biology at the Canadian University of Guelph, "the main problem is
that of phosphate-based detergents promoting eurtrophication of aquatic
environments."
Eutrophication or Nutrient pollution is a process by which water bodies gradually
age and become more productive. Any natural process like this might take
thousands of years to progress but human activities accelerate this process
tremendously. The presence of excessive plant nutrients causes pollution of water
bodies. These plant nutrients are supplied primarily in the form of phosphorus,
nitrogen and carbon to water bodies in various ways. Sewage perhaps is a
particular source of phosphorus when detergents containing large amounts of

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phosphates are drained during washing. The algal boom leads to consumption of
the oxygen dissolved in water, creating hypoxic, and at times, near anoxic
situation. This can lead to excessive eutrophication that kills the fish, cause odour
and increase pathogenic animals.

Seasonal impacts

Run-off of phosphates into water streams is not only due to detergents, but also
due to fertilizers and manures. Findings show that during the dry seasons when the
run-off from agriculture is virtually zero, and manure run-off is down to one fifth
of the total annual rate, detergents are responsible for additional loadings of rivers
by about 7.3 per cent which poses significant eutrophication impact risks. In India,
it is not uncommon to see ponds, lakes and part of rivers choking with algae or
other aquatic plants. In the Indian context, this is a grim situation since these water
bodies are the primary sources of water for a large section of the population.

The Detergent Industry

Detergent industry refuses to take any action due to a lack of mandatory

legislations. As a proactive response to environment risks as result of increasing
levels of phosphates, the industry needs to reduce the perilously high phosphate
levels of 30 per cent to far lower numbers. Industry representatives have declined
to do so on grounds that the amount of phosphate used in northern countries is
higher as compared to that in India. The fact is that India relies only on Sewage
Treatment Plants (STPs) which are not fully functional even in metropolitan cities
unlike northern countries where STPs are installed for every few households.
Industry ought to label its products voluntarily for containing phosphate so that it
can be left to the consumer to decide.
According to Prof. Kaushick strict regulations in North America and Europe
makes it mandatory for the multinational detergent industry to produce detergents
with nominal phosphate content (or even phosphate-free detergent). The same
industry absolves itself of this responsibility in India, where it manufactures
detergents with a high phosphate content. The industry vehemently opposes any
regulation of phosphate use in detergents. It is not prepared to indicate the
percentage phosphate content on detergent packages.

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Better options - Eco-friendly household cleaning powders

An environmentally superior detergent is the one that makes use of lesser chemical
ingredients. The toxicity of detergents decreases by non-addition of additives like
perfumes, colour and brightening agents. Minimal packaging can also reduce
environmental harm substantially. Synthetic surfactants may be replaced by non-
petrochemical surfactants or vegetable oil soaps; builders like phosphates can be
replaced by sodium citrate and sodium bicarbonate; dyes and fragrances can be
eliminated or minimized. For a simple formula to make your own detergent, write
to Toxics Link.
Detergent use can never be a totally non-polluting activity. The consumer needs to
be informed that the smaller detergent products can also be the least polluting
ones. Consumers must press for implementation of labelling standards and
regulation so that they may avail of environmentally friendly choices. Using 'green
detergents' that do not contain non-essential additives like perfumes, colour and
brightening agents in minimal packaging will go a long way in ensuring a cleaner
and healthier environment.

Objective of the research

1. To study the determinants of consumer prefrence against detergent in durg

& bhilai.
2. To identify most preferred brand.
3. To identify the major players of Detergents.
4. To study on the effect of advertisement on customers for purchasing the
detergent.

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 CHAPTER – II
Research
methodology

Research Methodology

1. Research Methodology.
2. Research Design.
3. Data Source.
4. Data Collection METHOD.
5. Sampling Design.
6. Sampling Unit.
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 7. Sampling Size.

Research Methodology

The research comprises of defining and redefining problems, formulating

hypothesis or suggested solutions; collecting, organizing and evaluating data,
making deductions and reaching conclusion; and at last carefully testing the
conclusions to determine whether they fit formulating hypothesis. The research
process is carried out to a series of step, which are required to be taken in
chorological order. The major marketing research steps are as follows:

 Problem identification.
 Research design.
 Fieldwork.
 Data analysis & interpretation.
 Report Presentation.

Problem Identification

The first and foremost step in this research is to identify the problem chosen for
investigation. The step has very significance, once it is said “A Problem well
identified is half way to solution”. On the other hand if the problem identified
vaguely, a wrong problem is identified, or research is not clarified, then the
research result may be completely useless for the management, and the
research effort of the investigation will be a futile exercise.

Research Design

A research design is a master plan or model for the formal investigation. Once
the formal investigation is decided, the researcher must formulate the formal
plan of investigation. A research design id the specification of methods &
procedure, for acquiring the information needed for solving the problem. The
formal investigation plan will concentrate on the selection of sources of
information and the selection of methods and procedures for gathering the data.
Data gathering forms are prepared. Questionnaires are tested, samples for
investigations are planned.

There are three basic types of research design:-

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 Descriptive

Exploratory Casual

In my research I have used the descriptive research design

Descriptive Research Design

The descriptive study is typically concerned with determining frequency with

which some thing occurs or variable vary together this study is guided by an initial
hypothesis. Descriptive studies are those studies, which are concerned with
describing the characteristics of a particular individual, or of a group.

Descriptive research includes surveys and fact-finding enquiries of different kinds.

The major purpose of descriptive research is description of the state of affairs as it
exits at present. In social science and business research we quit use the term Ex
post facto research for descriptive research studies.

DATA SOURCE

There are two sources of data collection:

 Primary data source

 Secondary data source.

Source of Data

Primary Data: -

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Primary data are those data, which are obtained for the first time by the
investigator himself. In order words, by primary data we mean those data, which
are originally, i.e., those in which little or no grouping has been made, the instance
being recorded or itemized encountered.

The source of primary data used in my project is the questionnaire. Primary are the
raw data like raw material. Primary data are according to object of investigation
and used without correction. The collection of primary data requires large sum,
energy and time. Precautions are not necessary in the use of the primary data.

Secondary Data: -

Secondary data means data that are already available i.e; they refer to the data,
which have already been collected and analysed by some one else. When the
researcher utilizes secondary data, then he has to look in to various sources from
where he can obtain them. In this cause he is certainly not confronted with the
problems that are usually associated with the collection of original data. Secondary
data may either be published data or unpublished data.

DATA COLLECTION METHOD

As a data collection method I have used the Questionnaire Method.

Why a Questionnaire Method has been adopted?

Questionnaire had been prepared to get the response of the people as per guided by
the organizational guide. To provide the best end results without any kind of
biasness, which can give a brief idea about sampling and would be beneficial for
making inferences for tabulations and calculations with research instruments? I
made a survey through questionnaire as prepared by me.

SAMPLING DESIGN

Sampling plan consists of sampling unit, sampling size and sampling procedure
therefore it is necessary to find out sampling plan if population is 100.

Sample Design Consists of:

• Experimental Research design

• Exploratory Research design

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 • Descriptive Research design.

SAMPLING UNIT

Sampling/Unit is the total number of samples differed in different locality.

S.No. Classes No.of Classes

1. Student 25
2. Service class 25
3. Business Class 25
4. Household 25
Total 100

Data have been collected through the survey method while surveys have been
conducted in one city:

i) Bhilai
ii) Durg

All the data are primary in the nature as they had been collected first and
personally. All the area had segmented according the population of this area. I
have considered 100 as sample size.

Research Plan
Research Design : Descriptive Research
Data Source : Primary Data
Research Instrument : Questionnaire
Measurement scale : Likert’s Scale

Sample Plan
Sampling Design : Simple Random Design
Sample Size : 100
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Sample Location : Bhilai & Durg

Sample Element : STUDENT – 25

SERVICE CLASS – 25

BUSINESS CLASS – 25

HOUSEHOLD – 25

Limitations

This study is only modest attempt and not be claimed as comprehensive one,
further it is to be pointed that data are inebriation for the study and consequently
the findings made out of it are reliable to the extend that the respondents have been
forthright nourishing the same.

During conducting this research I come across the following limitations: -

1. The research period was a short period to carryout study with almost
precautions.

2. Sometime the respondents are not available at their place.

3. Very often the responded do not express their true feelings, in such case
their habit, preference, practice cannot be assessed correctly.

4. Some of the respondents refuse to give the important information best

known to them.

However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.

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 Chapter -III
WASHING
POWDER AND
CACKE
HISTORY

Detergent is a compound or mixture of components ,intended to assist

cleaning.they may be:
1) Detergent Soap
2) Detergent Powder

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Detergent Chemistry?

To understand what is needed to achieve effective cleaning, it is helpful to have a

basic knowledge of soap and detergent chemistry

Water, the liquid commonly used for cleaning, has a property called
surface tension. In the body of the water, each molecule is surrounded
and attracted by other water molecules. However, at the surface, those
molecules are surrounded by other water molecules only on the water
side. A tension is created as the water molecules at the surface are pulled into the
body of the water. This tension causes water to bead up on surfaces (glass, fabric),
which slows wetting of the surface and inhibits the cleaning process. You can see
surface tension at work by placing a drop of water onto a counter top. The drop
will hold its shape and will not spread

In the cleaning process, surface tension must be reduced so water can

spread and wet surfaces. Chemicals that are able to do this effectively
are called surface active agents, or surfactants. They are said to make
water "wetter."

Surfactants perform other important functions in cleaning, such

as loosening, emulsifying (dispersing in water) and holding soil
in suspension until it can be rinsed away. Surfactants can also
provide alkalinity, which is useful in removing acidic soils.

Surfactants are classified by their ionic (electrical charge)

properties in water: anionic (negative charge), nonionic (no
charge), cationic (positive charge) and amphoteric (either
positive or negative charge).

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 Soap is an anionic surfactant. Other anionic as well as nonionic surfactants are
the main ingredients in today's detergents. Now let's look closer at the chemistry of
surfactants.

SOAPS

Soaps are water-soluble sodium or potassium salts of fatty acids. Soaps are made
from fats and oils, or their fatty acids, by treating them chemically with a strong
alkali.

First let's examine the composition of fats, oils and alkalis; then we'll review the
soapmaking process

.Fats and Oils

The fats and oils used in soapmaking come from animal or plant sources. Each fat
or oil is made up of a distinctive mixture of several different triglycerides

In a triglyceride molecule, three fatty acid molecules are attached to one molecule
of glycerine. There are many types of triglycerides; each type consists of its own
particular combination of fatty acids

Fatty acids are the components of fats and oils that are used in making soap. They
are weak acids composed of two parts

A carboxylic acid group consisting of one hydrogen (H) atom, two oxygen (O)
atoms, and one carbon (C) atom, plus a hydrocarbon chain attached to the
carboxylic acid group. Generally, it is made up of a long straight chain of carbon
(C) atoms each carrying two hydrogen (H) atoms.

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Alkali

An alkali is a soluble salt of an alkali metal like sodium or potassium. Originally,

the alkalis used in soapmaking were obtained from the ashes of plants, but they are
now made commercially. Today, the term alkali describes a substance that
chemically is a base (the opposite of an acid) and that reacts with and neutralizes
an acid.

The common alkalis used in soapmaking are sodium hydroxide

(NaOH), also called caustic soda; and potassium hydroxide (KOH),
also called caustic potash.

How Soaps are Made

Saponification of fats and oils is the most widely used soapmaking process. This
method involves heating fats and oils and reacting them with a liquid alkali to
produce soap and water (neat soap) plus glycerine.

The other major soapmaking process is the neutralization of fatty acids with an
alkali. Fats and oils are hydrolyzed (split) with a high-pressure steam to yield crude
23
 fatty acids and glycerine. The fatty acids are then purified by distillation and
neutralized with an alkali to produce soap and water (neat soap).

When the alkali is sodium hydroxide, a sodium soap is formed. Sodium soaps are
"hard" soaps. When the alkali is potassium hydroxide, a potassium soap is formed.
Potassium soaps are softer and are found in some liquid hand soaps and shaving
creams

The carboxylate end of the soap molecule is attracted to

water. It is called the hydrophilic (water-loving) end.
The hydrocarbon chain is attracted to oil and grease and
repelled by water. It is known as the hydrophobic (water-hating) end.

SURFACTANTS IN DETERGENTS

<>A detergent is an effective cleaning product because it contains one or more

surfactants. Because of their chemical makeup, the surfactants used in detergents can be
engineered to perform well under a variety of conditions. Such surfactants are less
sensitive than soap to the hardness minerals in water and most will not form a film

Detergent surfactants were developed in response to a shortage of animal and vegetable

fats and oils during World War I and World War II. In addition, a substance that was
24
resistant to hard water was needed to make cleaning more effective. At that time,
petroleum was found to be a plentiful source for the manufacture of these surfactants.
Today, detergent surfactants are made from a variety of petrochemicals (derived from
petroleum) and/or oleochemicals (derived from fats and oils).

Petrochemicals and Oleochemicals

Like the fatty acids used in soapmaking, both petroleum and fats and oils
contain hydrocarbon chains that are repelled by water but attracted to oil and
grease in soils. These hydrocarbon chain sources are used to make the water-
hating end of the surfactant molecule.

Other Chemicals

Chemicals, such as sulfur trioxide, sulfuric acid and ethylene oxide, are used
to produce the water-loving end of the surfactant molecule
Alkalis
As in soapmaking, an alkali is used to make detergent surfactants. Sodium and
potassium hydroxide are the most common alkalis

How Detergent Surfactants Are Made

Anionic Surfactants

The chemical reacts with hydrocarbons derived from

petroleum or fats and oils to produce new acids similar to
fatty acids.

A second reaction adds an alkali to the new acids to produce one type of anionic
surfactant molecule.

Nonionic Surfactants

Nonionic surfactant molecules are produced by first converting the hydrocarbon to an

alcohol and then reacting the fatty alcohol with ethylene oxide.

25
HOW SOAPS AND DETERGENTS WORK

These types of energy interact and should be in proper balance. Let's look at how they
work together.

Let's assume we have oily, greasy soil on clothing. Water alone will not remove this soil.
One important reason is that oil and grease present in soil repel the water molecules.

Now let's add soap or detergent. The surfactant's water-hating end is repelled by water
but attracted to the oil in the soil. At the same time, the water-loving end is attracted to
the water molecules.

These opposing forces loosen the soil and suspend it in the water. Warm or hot water
helps dissolve grease and oil in soil. Washing machine agitation or hand rubbing helps
pull the soil free.

26
 Marketing means understanding and responding to customer needs, a pre-requisite
(condition) for any organization success.”
According to American marketing association, “marketing is concerned with
people and the activities involved in the flow of goods and serves from the
producer to the consumer.”
According to W.J. Santan, “marketing is a total system of business activities
designed to plan, prices, promise and distribute want satisfying goods and services
to present and potential customer.”

NEED
SATISFACTION
PRODUCT PRODUTION SALES

WANTS SERVICE
DESIGN

27
 Chapter - IV
DATA ANALYSIS

28
DATA ANALYSIS

Likert’s measurement scale

HIGHLY JUST LITTLE DISSATISFIED
3 2 1 0

Index
Determinants
Brand X1
Advertisement X2
Price X3
Availability X4
Parameters
Fragrance X5
STUDENT Y1
Colour X6 .
SERVICE PERSON Y2
Safe side X7
HOUSEHOLD Y3
Quality X8
BUSINESS CLASS Y4
Size X9
STUDENTS

HIGHLY JUST LITTLE DISSATISFIED TOTAL

X1 13 11 1 0 62
X2 2 21 1 1 49
X3 21 4 0 0 71
X4 0 20 5 0 45
X5 6 13 5 1 49
X6 0 4 17 4 25
X7 12 13 0 0 62
X8 21 3 1 0 70
X9 0 2 16 7 20

29
 SERVICE
PERSON
HIGHLY JUST LITTLE DISSATISFIED TOTAL
X1 5 17 3 0 52
X2 0 3 18 4 24
X3 11 14 0 0 61
X4 2 7 12 4 32
X5 2 18 2 3 44
X6 0 1 20 4 22
X7 14 11 0 0 64
X8 12 13 0 0 62
X9 1 6 13 5 28

HOUSEHOLD

HIGHLY JUST LITTLE DISSATISFIED TOTAL

X1 6 19 0 0 56
X2 0 15 8 2 38
X3 22 3 0 0 72
X4 2 16 7 0 45
X5 6 16 3 0 53
X6 0 6 17 2 29
X7 8 17 0 0 58
X8 24 1 0 0 74
X9 0 9 15 1 33

BUSINESS
CLASS
HIGHLY JUST LITTLE DISSATISFIED TOTAL

X1 16 8 1 0 65
X2 2 5 16 2 32
X3 17 7 1 0 66
X4 8 14 3 0 55
X5 8 17 0 0 58
X6 2 7 15 1 35

30
 X7 21 4 0 0 71
X8 19 5 1 0 68
X9 0 12 11 2 35

1.How much do you consider Brand in purchasing detergent?

Y1 Y2 Y3 Y4
Brand 62 52 65 56

Brand

70

60

50

40
Brand
30

20

10

0
Y1 Y2 Y3 Y4

31
2.How much do you consider Advertisement in purchasing detergent?

Y1 Y2 Y3 Y4
Advertisement 49 24 32 38

Advertisement

60

50

40

30 Advertisement

20

10

0
Y1 Y2 Y3 Y4

32
3.How much do you consider Advertisement in purchasing detergent?

Y1 Y2 Y3 Y4
Price 71 61 66 72

Price

74
72
70
68
66
64 Price
62
60
58
56
54
Y1 Y2 Y3 Y4

33
4.How much do you consider Availability in purchasing detergent?

Y1 Y2 Y3 Y4
Availability 45 32 55 45

Availability

60

50

40

30 Availability

20

10

0
Y1 Y2 Y3 Y4

34
5.How much do you consider Fragrance in purchasing detergent?

Y1 Y2 Y3 Y4
Fragrance 49 44 58 53

Fragrance

70

60

50

40
Fragrance
30

20

10

0
Y1 Y2 Y3 Y4

35
6.How much do you consider Colour in purchasing detergent?

Y1 Y2 Y3 Y4
Colour 25 22 35 29

Colour

40
35
30
25
20 Colour
15
10
5
0
Y1 Y2 Y3 Y4

36
7.How much do you consider Safeside in purchasing detergent?

Y1 Y2 Y3 Y4
Safeside 62 64 71 58

37
 Safeside

80
70
60
50
40 Safeside
30
20
10
0
Y1 Y2 Y3 Y4

38
8.How much do you consider Quality in purchasing detergent?

Y1 Y2 Y3 Y4
Quality 70 62 68 74

Quality

76
74
72
70
68
66 Quality
64
62
60
58
56
Y1 Y2 Y3 Y4

39
9.How much do you consider Size in purchasing detergent?

Y1 Y2 Y3 Y4
Size 20 28 35 33

Size

40
35
30
25
20 Size
15
10
5
0
Y1 Y2 Y3 Y4

40
CHAPTER – V
conclusion

41
CONCLUSION

It is concluded that difference between the Parameters i.e Student, Service Class,
Households and Business Class is Significant. Also the difference between the
Determinants i.e Brand, Advertisement, Price, Availability , fragrance, Colour
,Safeside, Quality and Size is also Significant.

The companies are therefore ,advised to give more emphasis on cleanliness factors
and price where as less emphasis on fragrance and colour. They are also advised to
make different strategies for different parameters as they are showing different
purchase behaviour.

42
CHAPTER – VII
References

43
BIBLIOGRAPHY

1) Kothari C.R. “Research Methodology” New Delhi ,Willy Eastern Ltd.

1990,Second Edition.
2) Rampal K.M. Gupta S.1,Project Report Writing New Delhi ,Galgotia
Publication 2001.
3) Encarta Encylopedia standard 2004.

Web-site

 www.wikipedia.com
 www.google.com
 www.altavista.com

44
 Annexure

QUESTIONNAIRE

1. Age(in years) : 0-20 20-40 40-60 More than 60

2. Occupation : Service Person Business Class
Households Students
Others (please specify): ………………………
3. Monthly Income (in Rs.) : 0 - 10,000 10,000 - 20,000
20,000-30,000 More than 30,000
4. Gender : Male Female

5. Which detergent do you usually prefer?

a. Surf b. Arial

c. Tide d. Nirma

e. Rin f. Other (Please specify) …………..

6. How much do you consider brand in purchasing detergent?

a. High b. On an average
45
 c. Little d. Not at all

7. How much do you consider advertisement in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

8. How much do you consider price in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

9. How much do you consider availability in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

10.How much do you consider fragrance in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

11.How much do you consider colour in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

12.How much do you consider safe side in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

13.How much do you consider quality in purchasing detergent?

a. High b. On an average

46
 c. Little d. Not at all

14.How much do you consider size in purchasing detergent?

a. High b. On an average

c. Little d. Not at all

YOUR OPINION:
……........................................................................................................................

……………………………………………………………………………………..

Place ……………….
Date ……………….. signature

47