25089102 Ariel vs Surf Excel Research Report

Page 1 of 29

Table of content Serial # 01 02 03 04 05 06 07 08 09 10 11 12

Topics Acknowledgement Executive Summary Introduction Research Objective Information Needs Research Design & Data Sources Data Collection Procedure Sample Design Data Processing & Analysis Research Findings Recommendations Annexure

Page # 2 3 4 6 6 7 7 8 8 25 27 28

Page 2 of 29

Acknowledgement I would like to show my gratitude towards our course instructor Mr. Ahmed Butt for teaching and making us capable enough to work on this report. Without his complete guidance and support I would not have been able to complete this endeavor. I would also like to show my gratitude towards the respondents for their time and providing valuable information without which this report would have not been completed. This report contains all the relevant material required as per instruction. I hope this report meets his expectations.

Page 3 of 29

Executive summary This research has determined the consumer’s attitude with regards to Ariel and Surf Excel, the brand image of both the detergents in the minds of the consumers, the level of loyalty possessed by them and their level of satisfaction. The data has been collected from the respondents through personal

interviews

and

a

detailed

questionnaire

was

designed for that purpose. The interviews have been conducted from the respondents at random locations and on telephone. The sample includes 23 respondents. The data gathered has been analyzed on a question-by-question basis. The details of the research findings are mentioned after the analysis. And recommendations are given to the management based on the research findings

Introduction Page 4 of 29

Ariel Procter & Gamble started its operations in the country in 1991 is marketing a range of consumer goods products. Ariel is the product of P&G. Ariel detergent gives impeccable cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness.

Surf Excel Surf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. The company believes that dirt is a valuable way to enrich lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, Unilever invests heavily in developing a range that suits the pockets of all income groups. This has included launching affordable packs that not only offer the top-clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand.

Research Background and Project Overview Ariel has been in the market for 18 years now; however Surf Excel has a greater share in the detergent market. The consumer’s viewpoint is of great importance for the simple reason that they are the bread and butter of any organization. Hence, this research is aimed to find out the consumers perception with regards to Ariel vis-à-vis Surf Excel. This research will also try to find the brand image of both the detergents in the minds of the consumers, the level of loyalty possessed by the consumers and their level of satisfaction.

Page 5 of 29

COMPARITIVE ANALYSIS OF CONSUMER PRECEPTION WITH REGARDS TO ARIEL VIS-À-VIS SURF EXCEL

Research Objectives •

To determine the attitude of consumers towards Ariel vis-à-vis Surf Excel.

•

To identify the perception of consumers about Ariel.

•

To determine the effectiveness of Ariel vis-à-vis Surf Excel. Page 6 of 29

Information Needs •

To determine the brand image of Ariel in the minds of the consumers.

•

To determine the brand image of Surf Excel in the minds of the consumers.

•

To determine the satisfaction of consumers regarding the detergent they are using.

•

To comparatively gauge the level of Brand Loyalty possessed by consumers of Ariel and Surf Excel

•

To determine the extent of brand awareness and brand recall of Ariel

•

To determine the extent of brand awareness and brand recall of Surf Excel

Research Design and Data Sources The research carried out is an exploratory research that is; it has only determined the consumer perception about ARIEL VIS-À-VIS SURF EXCEL The focus of this research is obtaining primary data. The data is acquired via communication with the respondents. The respondents include consumers of Ariel and surf Excel and personal interviews were undertaken with the respondents.

Page 7 of 29

Data Collection Procedure The data has been collected from the respondents through personal interviews and a detailed questionnaire was designed for that purpose. The questionnaire was designed according to the research objectives; the questions fulfill the aim of determining the comparative attitude of the consumers towards Ariel and surf Excel. For these purposes, 14 questions are included in the questionnaire. The questionnaire is available in Annexes The interviews have been conducted from the respondents as follows:

• •

On telephone At random locations.

Sample Design Quota sampling has been used in this research. The sample includes 23 respondents. All the respondents are from Gulshan Town and are house wives. The factor that was considered in order to qualify the housewives as an eligible respondent was, that she has used Ariel and Surf Excel both.

Data Processing The data gathered has been analyzed on a question-by-question basis. The number of respondents highlighting a particular choice given to them in multiple choice questions have been calculated, tabulated and Page 8 of 29

elaborated graphically. The similar responses to the open ended questions were grouped together and are tabulated and elaborated graphically.

1. When you think of detergents which brand comes to your mind? Options given to respondents Ariel Surf Excel Others

No. of respondents choosing the option 7 16 -----

Page 9 of 29

2. Which detergent do you use? Options given to respondents Ariel Surf Excel

No. of respondents choosing the option 8 15

Page 10 of 29

3. When you think of Ariel, what comes on top of your mind? Options Bright Clothes Packaging Fragrance Average Detergent

No of respondents 12 2 4 3 Page 11 of 29

Advertisements

2

4. When you think of Surf Excel, what comes on top of your mind? Response Slogan Packaging Fragrance

No of respondents 1 5 2 Page 12 of 29

Average Detergent Good Detergent

3 12

5. Since when have you been using it? Options given to respondents Less than a year 1-5 years

No. of respondents choosing the option 2 8 Page 13 of 29

6-10 years 11-20 years 21-30 years More than 30 years

10 0 0 3

6. What do you look for when making a purchase decision for a detergent? Options given to respondents

No. of respondents choosing the option Page 14 of 29

Performance

16

Economy

5

Status Symbol

0

Packaging

2

All of the above

0

Others

0

Page 15 of 29

7. How is your overall experience with Ariel? Options given to respondents Very Good Good Average Bad Very Bad

No. of respondents choosing the option 8 10 4 1 0

Page 16 of 29

8. How is your overall experience with Surf Excel? Options given to respondents Very Good Good Average Bad Very Bad

No. of respondents choosing the option 12 7 3 1 0

Page 17 of 29

9. Are you satisfied with the brand you are currently using? Options given to respondents Yes No

No. of respondents choosing the option 21 2

Page 18 of 29

10.

Please elaborate the answer

Ariel Respondents who are satisfied by Ariel

Response

No. of respondents

Good Performance Protects Color

3 4

Respondents who are unsatisfied by Ariel

Response

No. of respondents

Costly

1

Page 19 of 29

Surf Excel Respondents who are satisfied by Surf Excel

Response

No. of respondents

Removes Stains Best detergent Little Quantity used Availability Does not harm the skin

4 3 2 3 2

Respondents who are unsatisfied by Surf Excel

Response

No. of respondents

Does not protect color

1

Page 20 of 29

11.

Are you thinking to change the brand in the future?

Options given to respondents Yes No

No. of respondents choosing the option 14 9

Page 21 of 29

12.

Please give the reasons

Ariel Respondents who said YES

Response If better brand available Will try a new brand but switch back to Ariel Costly

No. of respondents 2 2 1

Respondents who said NO

Response

No. of respondents

Satisfied

3

Page 22 of 29

Surf Excel Respondents who said YES

Response

No. of respondents

If better brand available Try Ariel

8 2

Respondents who said NO

Response

No. of respondents

Satisfied

5

Page 23 of 29

13. If we seek your suggestions to improve the sales of Ariel, what suggestions do you provide? Response

No. of respondents

Promotions Reduce price Improve quality Improve packaging

7 5 8 3

Page 24 of 29

14. If we seek your suggestions to improve the sales of Surf Excel, what suggestions do you provide? Response Promotions Reduce price Improve quality Improve packaging Maintain the position in market

No. of respondents 2 6 10 1 4

Page 25 of 29

Research findings • 91% of the respondents were satisfied by the detergent they are using.

Page 26 of 29

• 70% of the respondents recalled Surf Excel and 30% recalled Ariel when they thought of detergent.

• 61% of the sample population said they might change the brand in the future. Out of which 67% is willing to try a better detergent if available.

• 52% of the sample population associated Bright clothes with Ariel, 17% fragrance, 13% said that it was an average detergent, 9% recalled its advertisement and the remaining 9% associated packaging to it.

• 52% of the respondents said that Surf Excel is a good

detergent, 22% had a strong association with its packaging, 13% said that it was an average detergent, 9% recalled its fragrance and the remaining 4% remembered the slogan

• 17.4% of the sample population who use Surf Excel said that they find it economical since they only have to use a little quantity.

• 13.04% of the respondents who have lived abroad said

that they find a lot of difference in the quality of Ariel which they used there and the one that is available in Pakistan.

• The general perception of 9% of the sample population reflects that the quality of Ariel has gone down.

• 21.74% of the respondents gave a general comment that the detergents fade the colored fabrics.

Page 27 of 29

• All the respondents said that they look for performance when purchasing a detergent, those who said they look for economy also added that they look for the best quality in a reasonable price.

• Respondents who said they also go for packaging when making a purchase decision were consumers of Surf Excel and they all recalled the container packaging of Surf Excel which they found very convenient

Recommendations for the management In the wake of the analysis and findings of this research study, the following recommendations are extended to the management

•

Ariel ads always remain focused towards lower middle class but their price is high and out of reach for lower middle class so Ariel Page 28 of 29

should decrease its prices and bring it to the level of Surf Excel. People perceive both the detergents as equally good, but they purchase Surf Excel since they find it more economical.

•

Ariel needs to improve its packaging. It can introduce container packs which are refillable and are very convenient to use. They can introduce the containers for a limited time this would increase the sales and people would get a chance to use the new and improved version of Ariel that is Ariel Enzymax. The company to introduce container packaging for its large size packs, which are usually bought monthly.

Page 29 of 29