A FIELD SURVEY WAS TO BE CONDUCTED REGARDING CONSUMER PERCEPTION ABOUT ANY PRODUCT OR SERVICE AND INTERPRET THE RESULTS.

WE HAVE CHOSEN AXE DEODRANT AND CONDUCTED SURVEY IN 4 BIG BAZAAR OF PUNE, IN AREAS OF KOTHRUD, AUNDH, WANOWRIE & KALYANI NAGAR.

AIM OF RESEARCHTo find consumer perception about AXE body spray and identify what are the factors that are considered while purchasing a deodorant. OBJECTIVES OF RESEARCHBefore initiating the study the objectives were considered as followsTo find consumers beliefs about the brand AXE, while purchasing the product. To identify competitors in the market and preference in relation with AXE.

1) 2)

A statistical hypothesis is a claim, assertion, belief or assumption about an unknown population parameter value. The process that enables the decision maker to test the validity of his claim by analyzing the difference between value of sample statistic and corresponding hypothesized population parameter value is called hypothesis testing. Null hypothesis-it is always done on population. Here Ho= percentage of people preferring AXE body spray is 60% in total perfume market. Alternate hypothesis (H1) is percentage of people preferring AXE is more than 60%. Assumption-5% LOS.

A research design is arrangement and collection of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. As a primary data is required in this research a sample questionnaire was developed by our team. Due to cost and time constraints we have visited only 4 shopping malls in Pune in different areas. The period of time was about 2 days and data was collected in the evening time. Quantative data was collected.

Descriptive research was used, as it describes the characteristics of a particular group( here sample). In descriptive study the researcher must be able to define clearly what he wants to measure and must find adequate methods of finding it. The research must be carefully planned accordingly. A structured instrument is required for doing the research. Probability sampling is compulsory required in this method. There is less chance of biasness as there are provisions for protection. The design was a combination of hypothesis testing and descriptive study.

As the population was quite large which was difficult to target, so a sample was selected to analyze their perception. Sampling unit- sampling unit here was Pune city . Size of sample- The total sample size selected was 40, in which 10 respondents each were divided according to location. Type of sampling designProbability sampling was used, under this every item of universe has an equal chance of inclusions in the sample.

As the total area of interest was large a convenient way was to divide the area into a number of smaller non overlapping area then to select the smaller areas randomly and start the research. So areas like Kothrud, Wanowrie, Aundh, and Kalyani nagar was selected and idea was to select a particular Big bazaar . So accordingly 4 people from group visited different malls.

1) Do you use a body spray? a) YES b) NO 2) If yes, which spray do you prefer? a) Set wet b) AXE c) 18+ d) any other. 3) How do you choose a particular deodorant? a) quality b) long lasting freshness. c) price d) brand name.

4)Are you a brand switcher? a)YES b) NO 5) If you use axe deodorant what attracts you towards the product? a) High price b) Quality c) Advertising d) Word of mouth.

12

10

8 OTHER 6 18+ SET WET AXE 4

0 KOTHRUD AUNDH KALYANI NAGAR WANOWRIE

KOTHRUD

WANOWRIE

QUALITY LONG LAST FRAG

QUALITY LONG LAST FRAG PRICE BRAND NAME

PRICE
BRAND NAME

AUNDH KALYANI NAGAR

QUALITY LONG LAST FRAG PRICE BRAND NAME

QUALITY LONG LAST FRAG PRICE BRAND NAME

From the data analysis, we find that people give more preference to product if they are familiar with the brand earlier. In some areas people give more preference to quality and fragrance. In different areas perception of people is different regarding AXE body spray.

From the data collected we find that, 25 people out of 40 people prefer AXE, and rest prefer others. Ho=0.60, n=40, H1 is greater or less than 0.60. By formulae, z value comes to 4.166 which is more than z critical value which is 1.96. So rejecting null hypothesis and accepting alternate hypothesis.

THANK YOU..