Consumer Behavior at Mysore Sandal Soaps

A STUDY ON CONSUMER BEHAVIOR TOWARDS MYSORE SANDAL SOAPS (A BRAND OF KARNATAKA SOAPS & DETERGENTSL.T.D.)

Submitted in partial fulfillment of the Requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (SRI VENKATESWARA UNIVERSITY)

By T.SANDEEP KUMAR (REG NO: 120698085)

Under the Esteemed guidance of Mr. K.TIRUMALAIAH SIR M.B.A,MAlit, FACULTY, DEPARTMENT OF MANAGEMENT STUDIES

KMM INSTITUTE OF PG GRADUATE STUDIES (Affiliated to S.V. University, Tirupati) CHITTOOR-517102

FINAL PROJECT ON A STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORESANDDALSOAPS (A BRAND OF KARNATAKA SOAPS & DETERGENTS L.T.D)

A Synopsis Report Submitted in partial fulfillment of the Requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By T.SANDEEP KUMAR (REG NO: 120698085) Under the Esteemed guidance of Mr. K.TIRUMALAIAH SIR M.B.A.M.Alit Lecturer

KMM INSTITUTE OF PG GRADUATE STUDIES (Affiliated to S.V. University, TIRUPATI) CHITTOOR - 517102.

2006

DECLARATION I here by declare that the project report entitled “A STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS (A BRAND OF KARNATAKA SOAPS&DETERGENTS L.T.D)”. Has done by me in practical fulfillment for the award of master degree in business administration

under

Jawaharlal

Nehru

technological

university

Hyderabad.This work has been carried out by me and that I have not submitted these results in any form previously for the award of my degree

PLACE: Date: T.SANDEEP KUMAR Regd no:120698085

Acknowledgement I

the

take this opportunity to express my deep sense of gratitude to

management

of KARNATAKA

SOAPS&DETERGENTS

L.T.D.,

BANGALORE for their kind permission to take this project in their esteemed organization. I would like to extend my sincere thanks to MOHAN (H.R.D), Mr.A.RAVI Asst.Gen.Manager (Finance) who has granted this project. I also express my gratitude and thankfulness to my project guide, Sri.A.RAVISANKAR Asst.Gen.Manager (Marketing), Sri H.G.RAJARAO Manager (MID) for his valuable guidance in completion of this project. I would like to express my sincere thanks to our Head of the Department for the business studies.Mr.K.TARAKARAMI REDDY. I also express my gratitude and thankfulness to my project guide Mrs.K.SELVI for his valuable guidance in completion of this project. I would like to express my thankfulness to our faculty for giving their valuable suggestions.

P.KISHORE KUMAR REDDY REGD.NO:230698027

Contents TITLE

PAGENO

PREFACE Chapter-1 •

INTRODUCTION TO CONSUMER BEHAVIOR

Chapter-ii •

COMPANY PROFILE

Chapter-iii •

INTRODUCTION OF THE PRODUCT

Chapter-iv DESIGN OF THE STUDY

•

SCOPE OF THE STUDY

•

OBJECTIVES

•

RESEARCH METHODOLOGY

•

LIMITATIONS

Chapter-v •

DATA ANALYSIS

Chapter-vI •

FINDINGS

Chapter-vII •

SUGGESTIONS

ANNEXURE

BIBLIOGRAPHY

PREFACE

A

competitor is a word that makes the companies alert.

Liberalization of the markets has put an end to UN regulated monopolists and to day we can find number of sellers in the market whether the product is homogeneous or highly differentiated. Now an attempt is made to study on CONSUMER BEHAVIOUR TOWARDS MYSORE

SANDAL

SOAPS

of

the

KARNATAKA

SOAPS

&

DETERGENTS L.T.D., the industry competition of MYSORE SANDAL SOAPS and analyze the position of MYSORE SANDAL SOAPS in TIRUPATI. The analysis has been done based on the views expressed by the respondents of the survey at TIRUPATI.

TOPIC INTRODUCTION

CONSUMER BEHAVIOR The study of exchange processes involved inacquiring, consuming, and disposing of goods, services, experiences, and ideas .The study of consumer behavior (CB) incorporates theories and concepts from all of the behavioral sciences: • cognitive, experimental, social psychology • sociology • anthropology • economics

Acquisition: The factors that influence the product/service choices of consumers. Much of CB research has focused on this stage. E.g., how did you decide to purchase one brand of car over another?

Consumption: How consumers actually use a product/service. E.g., what sorts of attitudes are you forming during the time that you own a car, and how does this affect future purchases?

Disposition: What consumers do with a product once they have completed their use of it. E.g., if you purchase a new car several years later, do you keep the old one, trade it in, sell it yourself through the newspaper, give it to a friend, or have it towed to a junk yard?

PERSPECTIVES TOWARD THE STUDY OF CB Marketer: How to best satisfy the wants and needs of a target market.

Consumer: How to become a better consumer by learning how people go about consumption activities and how marketers sell products.

Public policy maker: How to make rules, regulations, or laws which influence marketers and consumers in the marketplace.

INFLUENCES ON CONSUMER BEHAVIOR Intrinsic: Individual, internal influence factors: personality, motivation, beliefs, attitudes, etc.

Extrinsic: External factors of influence: • group influences, such as culture, family, reference groups • environmental and situational factors, such as time of day, temperature, etc.

PERSPECTIVES ON ACQUISITION BEHAVIOR Decision-making Consumers move through a series of steps when making a purchase: • problem recognition • search • alternative evaluation • choice • post purchase evaluation .

Experiential: •

People do not always make purchases according to a rational decisionmaking process; they sometimes buy products to have fun, create fantasies, and obtain emotions and feelings.

Behavioral: •

Environmental forces propel consumers to make purchases without necessarily first developing strong feelings or beliefs about the product.

EXCHANGE:

A transfer of something,tangible or intangibleactual or symbolic between two or more social actors.Exchange occurs between organizations as well as between organizations and household consumers. Exchanges can be • simple: involves two parties in a reciprocal relationship • complex: involves a set of three or more actors enmeshed in a set of mutual relations RESOURCES OF EXCHANGE: • money, goods, services, information, status, feelings. SOME PUBLIC POLICY ISSUES • Deceptive Advertising,Advertising Substantiation,Corrective Advertising.

CORPORATE SOCIAL RESPONSIBILITY INTRINSIC INFLUENCES • • • • • • • • • • •

Consumer Information Processing Cognitive Learning and Memory Behavioral Learning Social Influence and Compliance Techniques Motivation and Affect Personality and Psychographics Tripartite Model and Attitude Measurement Beliefs, Attitudes, and Behavior Change: the Fishbein Model Persuasion ELM: Involvement, Knowledge, and Persuasion Consumer Decision Processes

EXTRINSIC INFLUENCES • • • • •

Environmental and Situational Influences Group Influences Households and Families Cultural and International Issues Subculture

CONSUMER INVOLVEMENT the process through which individuals are influenced by the • perceived personal importance and/or • interest • evoked by a stimulus Higher levels of involvement are expected to result in • a greater depth of information processing • increased arousal • more extended decision making Factors which can influence purchase involvement: • situation • product • personality • communication

COGNITIVE PROCESSING TERMS •

Activation Stored cognitive representations are made available for retrieval from memory for processing.

•

Spreading Activation Activation of one representation will spread to and activate other representations with which it is associated.

•

Capacity Limits The cognitive processing system has a finite limit in the amount of information that can be processed at one time.

•

Automatism As cognitive processes are practiced (i.e., the limited capacity system is used), they eventually require less conscious control and less capacity.

BEHAVIORAL LEARNING A process in which experience with the environment leads to a relatively permanent change in behavior or the potential for a change in behavior

Three major approaches: • • •

classical conditioning operant conditioning vicarious learning

CLASSICAL CONDITIONING • • • •

unconditioned stimulus (UCS unconditioned response (UCR) conditioned stimulus (CS) conditioned response (CR)

OPERANT CONDITIONING • • • •

operant reinforcements extinction shaping

SOCIAL INFLUENCE - COMPLIANCE TECHNIQUES RECIPROCITY • •

Guilt Door in the Face Effect (DITF)

COGNITIVE CONSISTENCY • • •

Imagining an Event Foot in the Door Effect (FITD) Low Ball Procedure

VICARIOUS LEARNING • • •

Overt Modeling Covert Modeling Verbal Modeling

MOTIVATION • •

Don't look at these as "right" or "wrong"; they are just theories. None are validated, but seem intuitively logical.

MULTIPLE MOTIVES • •

Manifest Latent

MASLOW'S HIERARCHY OF NEEDS:Hypothesized that within every human being there exists a hierarchy of five needs: 1. Physiological 2. Safety 3. Social 4. Esteem 5. Self actualization

McCLELLAND'S THREE NEEDS THEORY •

nACH: need for achievement: drive to excel: drive to achieve in relation to a set of standards; to strive to succeed.

•

nPOW: need for power: the need to make others behave in a way that they would not have behaved otherwise.

•

nAFF: need for affiliation: the desire for friendly and close interpersonal relationships.

PERSONALITY • •

has to do with traits has to do with individual differences

PERCEIVED RISK •

Financial, Performance, Physical, Social, Time, Psychological, Opportunity loss.

PERSONALITY AND PSYCHOGRAPHICS CONSUMER DEMOGRAPHIC PROFILE •

Age, gender, occupation, education,expenditures,marital status,income,location .

CONSUMER SOCIAL PROFILE •

Culture/subculture,social class,reference groups,stage in family life cycle .

CONSUMER PSYCHOLOGICAL PROFILE •

Innovativeness,perceived risk,motivation,attitudes/opinions,class consciousness,personality .

AIO INVENTORY Activities •

Work, hobbies,social events,vacation,entertainment,community,shopping,sports,club membership.

Interests •

Family,home, job, community, recreation, fashion, food, media, achievement.

Opinions •

Themselves social issues, politics, business, economics, education, products, future,culture.

LIFESTYLE VALUES:

•

Demographics social class,reference groups,family, individual characteristics, motives, emotions,personality .

PSYCHOGRAPHICS •

Values, activities and interests, attitudes,demographics, media patterns, usage rates.

PROBLEMS WITH SOCIAL AND PSYCHOLOGICAL MEASURES: •

Difficult to measure,somewhat subjective, based on self-reports from consumers, sometimes hidden from view.

CONSUMER DECISION MAKING •

Intrinsic,extrinsic, environmental/situational,

Sources of Information: • • • • •

Memory of past searches, personal experiences, and low-involvement learning Personal sources such as friends and family Independent sources such as consumer groups and government agencies Marketing sources such as sales personnel and advertising Experiential sources such as inspection or product trial

ALTERNATIVE EVALUATION • • .

direct methods: indirect methods: projective techniques perceptual mapping

PRODUCT POSITIONING:Refers to the place an offering occupies in consumers' minds on important attributes relative to competitive offerings

PERCEPTUAL MAP : A means of displaying or graphing on two dimensions the location of products or brands in the minds of consumers

REPOSITIONING: Changing the place an offering occupies in consumers' minds relative to competitive offerings.

QUALITATIVE RESEARCH:Uses nonstatistical, unstructured research methods in which consumers are enticed to reveal what they can about their innermost thoughts, feelings, and motivations. • focus group, in-depth personal interviews, projective tests.

PROJECTIVE TESTS sentence completion,story completion,cartoon techniques,picture

ALTERNATIVE EVALUATION

Surrogate indicator,Framing.

CHOICE Heuristics: Are the "rules of thumb" that people use to make judgments and decisions. • choice heuristic, search heuristic.

POSTACQUISITION consumption,Consumer satisfactionor dissatisfaction, attribution theory, cognitive dissonance.

PURCHASE BEHAVIOR Impulse purchases, compulsive consumption, variety-seeking purchases.

PURCHASE INVOLVEMENT Habitual decision making: •

A problem is recognized,long term memory provides a single preferred brand, that brand is purchased, only limited postpurchase evaluation occurs, associated with low involvement, associated with repeat purchases and brand loyalty.

Limited decision making Extended decision making: •

increased information search,more extensive and complex alternative evaluation,more thorough postpurchase evaluation,associated with high involvement,

ENVIRONMENTAL AND SITUATIONAL INFLUENCES CONSUMER ENVIRONMENT MARKETING SITUATIONS •

information acquisition, shopping, purchasing, consumption/usage, disposition.

SITUATIONS / SITUATIONAL INFLUENCES Information acquisition,Consumption,Shopping.

Five environmental/situational influences: •

physical surroundings,social surroundings,task definition,time,antecedent states.

PHYSICAL SURROUNDINGS Non spatial: •

music,aroma,lighting,noise,humidity,weather.

Spatial: •

density/crowding,store location,store displays.

SOCIAL SURROUNDING •

culture,subculture,social class,reference groups,family.

TASK DEFINITION Reflects the purpose or reason for engaging in the buying or consumption behavior

TIME AND TEMPORAL PERSPECTIVE ANTECEDENT STATE •

Momentary moods, Momentary conditions

GROUP INFLUENCES GROUP,REFERENCE GROUP. •

colleagues at work friends at school, roommates, members of clubs, church, fraternities/sororities, etc.

GROUP INFLUENCE •

Aspiration group, dissociative group,Conformity,Compliance,private acceptance,Group norms,Role,Sanctions,Role parameters,Role overload,Role conflict,Role stereotype,Word of Mouth (WOM) communications.

OPINION LEADERS •

Direct flow of information,multistep flow of information.

DIFFUSION OF INNOVATION continuous innovation • • • •

usually modifications of existing products to improve performance, taste, reliability, etc. requires little change of behavior requires little learning low perceived risk

discontinuous innovation • • • •

innovations that produce major changes in the lifestyles of consumers requires great change in behavior requires much new learning much perceived risk

CATEGORIES OF PRODUCT ADOPTERS •

innovators, early adopters, early majority, late majority, laggards.

HOUSEHOLD AND FAMILY DECISION MAKING Household •

family,nonfamily,nuclear family, extended family,

FAMILY LIFE CYCLE Stages in the traditional family lifecycle: young/single==>young/married==>married/children==>empty nester Recall the notion of the Buying Center or Decision Making Unit: • Users, Influencers, Deciders, Buyers, Gatekeepers.

CULTURAL INFLUENCES CULTURE •

Culture is comprehensive: it includes almost everything that influences an individual's thought processes and behaviors

• • • •

Culture is acquired or learned: it does not include inherited responses or predispositions. Values and behaviors are learned from cultural influences. Culture supplies boundaries within which individuals think and act. We are seldom aware of cultural influences; we generally take these influences for granted. Norms,cultural values,customs,mores.

NORMS: Nonverbal Communication Time:Polychronic vs.monochromic,promptness,lead time. Space:office size and location,personal space. Friendship:fast vs. slow . Agreements:verbal vs. written. Things:terminal materialism,instrumental materialism. Symbols:pink vs. blue identifiers. Etiquette:generally accepted ways of behaving in social situations.

SOME CULTURAL VALUE ORIENTATIONS: Individual vs. collective,masculinity/femininity,time orientation,uncertainty avoidance,activity orientation,relationship to nature.

SUBCULTURAL INFLUENCES •

race, nationality, religion, age, geographic location, gender, social class.

Demographics •

market size, market composition, market location, market trends.

CAUSES OF POPULATION GROWTH •

Birth rate, Death rate,Net immigration.

AGE SUBCULTURES •

American baby boom, baby bust

SOCIAL CLASS SYSTEM social class:Education, Occupation, income. •

upper class, upper-middle class, lower-middle class, lower class.

COMPANY PROFILE

COMPANY PROFILE HISTORY OF KSDL India is the land of ivory, silk, sandal, precious gems and magical charms of centuries the most enchanting perfume of the world got its exotic spell with a twist of sandal. The world’s richest sandalwood resource is from one isolated stretch of forestland in South India. Karnataka state is the original home of the perfumed sandalwood and its oil which is generally used in the making of sandalwood soap. It is due to world war India faced several crises on the business of trading of sandalwood, which earlier went to Europe and new destination by the inspiration of “Maharaja of Mysore”. The Government soap factory started as a very small unit under the guidance of Sir.M.Vishweshwaraiah wizard engineer of our country. With the help of Sri.S.G.Shastri a distinguished chemist was sent to England by the Maharaja to master the finer aspects of the soap manufactures. The perfumed sandalwood and its oil, which is generally used for making sandalwood soap. It is known as “Fragrant Ambassador of India” sandalwood also known as “Liquid Gold”. The factory was started as a very small unit with a capacity of 100 tones per annum at Bangalore in 1918. The factory was shifted to Rajajinagar Industrial Area, Bangalore in July 1957. The plant occupies an area of 4 acres, which on the BangalorePune highway easily accessible by transport service and communications. By this factory completed its 1st stage ambitious expansion and modernization brings a spectacular process. KSDL is a public sector under taking wholly owned by Government of Karnataka engaged in manufacturing satiric acid, glycerin, agarbathies and sandal talc.

The credit for today’s famous Mysore Sandal Soap goes to Sri.S.G.Shastri a distinguished scientist who improved the process of soaps making and Late Sir.M.Vishweshwaraiah the great engineer of our country was the brain behind the project.

SANDALWOOD OIL: Sandalwood, santallum album (santalaceae) is a South Indian tree widely found in forests. The powdered wood is steam distilled and extracted the sandalwood oil from the distillate. It is aromatic, very sweet, smooth and roseous oil. The chief constituent of sandalwood oil is santol, a bicyclic sesquitrapene alcohol. Natural santol contains both leave-alpha and dextro-beta forms are predominating the former. The factory was built up in rich traditions for the quality of its soaps and was called “Mysore Sandal Soap”. The brand name of the company “Mysore Sandal Soap” was kept because the company KSDL was established by Mysore Maharaja and that’s why the brand name of the company is called “Mysore Sandal Soap”. The “Mysore Sandal Soap”, is the oldest toilet soap in India. Only one soap with sandal is known as “Mysore Sandal Soap” and it is called natural sandal soap. Mysore Sandal Soap is the best anywhere in the world. In India compared to other sandal soaps, “Mysore Sandal Soap” is No.1 natural soap. It has original perfume of Sandalwood Oil. The KSDL is having toilet soaps plant. KSDL producing 75% of world’s sandal oil. KSDL is also having detergent plant with sulphurex plant to produce acid slurry, ababiz plant for spray drying the detergent cakes and powder and a sintex plant for detergent cakes and bars.

COMPANY AT A GLANCE: NAME OF THE

Karnataka Soaps & Detergents Limited

ORGANIZATION Address of Registered

Karnataka Soaps & Detergents Limited

Office

Bangalore- Pune Highway, Post Box No. 5531, Bangalore – 560 055.

Year of Establishment Constitution Management

1981 Owned by Government of Karnataka Board of Directors

Control Trade Mark Product Range

SHARABHA Toilet Soaps, Bar Soaps, Detergent Soaps, Detergent powder, Talc powder, Baby powder, Baby Soap and

Plants

Agarbathies Bangalore – Soaps & Detergents, Fatty acids Mysore – Sandalwood oil & Agarbathies

Sources of Raw Materials

Shimoga – Sandalwood oil Raw Materials imported from Malaysia and Singapore is Non-Edible Palm Oil, Palm Kernnal Oil and

Production Capacity

Distilled Fatty Acids Licensed capacity is about 46,000 tones per annum but utilizing 26,000 tones of toilet soap, 10,000 tones

Area Cost of Sandalwood

detergents, it works on shift basis 4 Acres 50,000 per Kg

Suppliers of Sandalwood

Forest Department of Govt. of Karnataka

Sources of Finance

Loans from Commercial Bank, Co-operative Bank, State Bank of Mysore, Syndicate Bank, Canara Bank, Vijaya Bank, Industrial Development Bank of India, Industrial Finance Corporation of India, Industrial Credit &

Main competitors in India Competitors Abroad Process know how

Investment Corporation of India Hindustan Lever Ltd. and Godrej China The factory is pioneered in the manufacture of various soaps

Slogan Growth Rate Web Site

and technology imported from Italy Natural products with Exotic Fragrances 7% per annum WWW.mysoresandal.com

Objectives of KSDL:  To serve self and national economy.  To attain self-reliance.  To promote and uphold its image as market of traditional product.  To promote purity and quality product and thus enhance age-old charm.  To maintain the broad loyalty of its customer. NUMBER OF EMPLOYEES IN KSDL: AREA Executive Non-Executive Total

BANGALORE 114 689 803

MYSORE 20 45 65

MARKETING 64 33 97

The Range of Salary is taken by Employee’s

SHIMOGA 04 16 20

TOTAL 202 783 985

RANGE OF SALARY 7400 – 13120 5575 – 10620 3815 – 5715 3490 – 4965 & 4095 – 5085

NUMBER OF EMPLOY’S 91 49 766 92

BRANCHES OF KSDL: At present KSDL have two main divisions at:  Shimoga  Mysore The perfumed and superior quality agarbathi introduced in 1985 and the divisions are functioning from 1970 and 1984 respectively. In all over India there are seven branches of sales. Branches Bangalore Chennai Hyderabad Mumbai Calcutta Delhi

Depots Bangalore, Hubli, Raichur and Davanagere Chennai, Madurai, Salem and Cochin Hyderabad, Vijayawada & Ananthpur Pune & Ahmedabad Calcutta, Patna, Cuttack & Gowhati Delhi, Jaipur & Jalandhar

ISO 14001 POLICY OF KSDL:  KSDL is committed to preserve natural environment in the production of its quality products to the satisfaction of its customers.

 KSDL will comply with all statutory and regulatory requirements pertaining to environment stipulated by both state and central authorities. KSDL would initiate and implement action to reduce all impacts that are likely to be source of concern to the environment.  KSDL is committed to prevent and minimize risks to the environment and conserve natural resources by waging was no wastes.  KSDL would strive and set example in protection and promotion of an eco friendly environment.  KSDL will motivate every employee of the company is preserving the environment by providing appropriate training.

PRODUCTION DEPARTMENT KSDL has three production plants: Soap Plant: It has a production capacity of 26,000 tones per annum. It has the largest production units in India. The sophisticated plant from Italy has wholly integrated straight-line facility that links up process sequence for straight productivity. The production is carried on a streamline right from raw material preparation to the end. The line collection has built in facility for bleaching and sulphonification. Finishing touch for the soaps is given on the universe-wrapping machine. The high speed auto wrapper has the capacity to handle soaps virtually only on size and shape.

DETERGENT PLANT: The detergent plant has an installed capacity of 10,000 tones sulphuric oxide. The detergent plant also produces industrial detergents used in the formulation as well as

pesticides powder for crop protection, while the acid slurry is the main ingredient in the manufacturers of detergent powders, bars and cakes.

FATTY ACID PLANT: It is the major raw material for soap unit. Forty five million has been invested in machineries. It was functioning as a feeder plant for several other soap manufacturers within installed capacity of 10,000 tones per annum.

PRODUCT PROFILE

PRODUCT PROFILE:

TOILET SOAPS NAME OF THE PRODUCT Mysore Sandal Soap Mysore Rose Soap Mysore Sandal Bath Tablet Mysore Special Sandal Tablet Mysore Sandal Guest Soap Mysore Lavender Soap Mysore Lavender with Tablet Mysore Jasmine Soap Mysore Jasmine Guest Tablet Mysore Rose Guest Tablet Mysore Carbolic Soap Mysore Sandal Classic Soap Mysore Sandal Gold Soap Mysore Sandal Baby Soap Mysore Jasmine Soap Jasmine Soap Mysore Rose Soap Tablet Mysore Rose Guest Tablet Mysore Sandal Jasmine Rose ( 3 in 1 )

UNITS OF GRAMS 75 100 150 75 18 75 150 100 150 20 150 75 125 75 125 150 100 50 450

DETERGENTS NAME OF THE PRODUCT UNITS IN GRAMS Mysore Detergent Powder 1000 Mysore Detergent Powder 500 Mysore Cake Powder 250 Mysore Bar 125 Point Detergent Powder 1000 Mysore Cake Powder 125 AGARBATHIES

NAME OF THE PRODUCT Mysore Sandal Mysore Rose Meditation Mysore Jasmine Suprabatha Mysore Sandal Premium Parijatha Bodhisathva

TALCUM POWDER NAEM OF THE PRODUCT Mysore Sandal Baby Powder Mysore Sandal Talc

UNITS IN GRAMS 100, 200, 300 & 400 20, 50, 100 & 300

DESIGN OF THE STUDY

SCOPE OF THE STUDY The study is confined to KS&DL at Tirupati. The study aims in evaluating the behaviors of the consumer towards the My sore sandal soaps.

The present study not only describes the behavior of the consumer but also provides valuable suggestions regarding the My sore sandal soaps for the enrichment of the company in future.

OBJECTIVES

•

To know the awareness towards Mysore sandal soaps by the consumer.

•

To know the consumer likeliness towards the feature in Mysore sandal.

•

To know the opinion of consumer about Mysore sandal soaps.

•

To know the availability of Mysore sandal soap to the consumers.

•

To know the sales promotion activities that the consumer think is more effective for Mysore sandal soaps.

•

To evaluate the perception of consumer towards the Mysore sandal soaps.

•

To know the effect of advertisement on consumers.

THE METHODOLOGY FOR THE STUDY The methodology and sampling plan adopted for the study as follows:

Research Design: The both descriptive research and explanatory research to be adopted.

Sample Size: The data is collected from 200 consumers; the area for the collection of data is Chittoor.

Sampling Method: The sampling method to be adopted is convenience sampling to collect information from different type of respondents.

Sources of data:

The data is collected through two types of sources.

Primary Data: The primary data has been collected through a well structuredquestionnaire by approaching directly towards the customers. The survey has been conducted and drawn respondent belonging to different age groups, professionals, income levels and educational qualifications.

Secondary Data: The secondary data was collected through the magazines, journals, and websites of the company, records of the company and from other sources.

Statistical Techniques: Various statistical techniques like bar charts, pie charts etc., and has to be initialized during the analysis of the study.

HYPOTHESIS The Hypothesis is the tool of processing in finding the exact solution for the Problem Hypothesis may be of two types in accordance with the type of statistical data that is being used for analysis of data. The two types are: 1. Null Hypothesis. 2. Alternative Hypothesis. These

two

are

chosen

before

the

sampling

is

taken.

NULL HYPOTHESIS It represents the hypothesis we are trying to reject. It specifies that the statement of the problem will consider as “true” after the analysis. If the result is positive, the statement will be taken generally in hypothesis testing. We proceed on the basis of null hypothesis, keeping the alternative hypothesis in view. Generally all the people will follow the null hypothesis frequently. The null hypothesis is symbolized as ‘ho’.

ALTERNATIVE HYPOTHESIS The alternatively hypothesis is usually the one which wishes to prove just against the null hypothesis. The statement of the problem will be considered as ‘false’ after the analysis. If the result is contrary the statement will be considered as “true”, else the complimentary of the statement will be taken. The alternative hypothesis is symbolized as ‘Ha’. If we accept ‘Ho’ then we are rejecting ‘Ha’ and vice versa. If the hypothesis is of type Ho then we call such a hypothesis as sample or specific. If the hypothesis of the type Hoorthen we will call

it

as

a

composite

or

non-specific

hypothesis.

LIMITATIONS •

The number of respondents is only 200 due to the factor.

•

It is difficult to have an overall perspective in which a marketing problem is to be viewed and studied.

•

The duration of the study is only one month.

•

The absence of meaning dialogue between the marketing management and the market research team.

•

The area of study is limited that is Tirupati only

DATA ANALYSIS

Age Group Of Respondents The above table mentions different age group of respondents. It consists 26 respondents are below 25 Yrs,34 are between 25 &35 Yrs,44 are between 35&45 Yrs,54 are between 45 & 60 Yrs and 42 respondents are above 60 Yrs

NO.RESPONDE PERCENTAGE NTS Below25 Yrs 26 13 Between 25 & 35 34 17 Yrs Between 35 & 45 44 22 Yrs Between 45 & 60 54 27 Yrs Above 60 Yrs 42 21 TOTAL 200 100 NO.OF RESPONDENTS

DESCRIPTION

AGE GROUP OF RESPONDENTS 60 50 40 30 20 10 0 Below25 Between Between Between Yrs 25 & 35 35 & 45 45 & 60 Yrs Yrs Yrs

Above 60 Yrs

Sex Group Of Respondents For the analysis the male respondents are 139 which are 69.5%, and the Female respondents are 61 which is 30.5%.

DESCRIPTION

NO.RESPONDENTS

Male Female Total

NO.RESPONDE PERCENTAGE NTS 139 69.5 61 30.5 200 100

SEX GROUP OF RESPONDENTS 150 100 50 0 Male

Female

Occupation Of Respondents The above table shows that the occupations of the respondents are as follows Employees:20%, Businessmen:33%,Executives:24%,Labourers:23%Respectively

DESCRIPTION

NO.RESPONDE PERCENTAGE NTS 40 20 66 33 48 24 46 23 200 100

L a b o u re rs

E xe c

e n m s in e s

B u s

p lo ye e s

70 60 50 40 30 20 10 0

u tiv e s

OCCUPATION OF RESPONDENTS

E m

NO.RESPONDENTS

Employees Businessmen Executives Labourers Total

Educational Qualification Of Respondents The educational qualifications of the respondents are as follows Illiterates:10%,BelowSSC:22%,Graduates:32%,Professionals:36%.

DESCRIPTION Illiterate Below SSC Graduates Professionals Total

NO.RESPONDE PERCENTAGE NTS 20 10 44 22 72 36 64 32 200 100

... P ro fe ss

G ra du at es

B el ow

...

80 60 40 20 0 Ill ite ra te

NO.RESPONDENTS

EDUCATIONAL QUALIFICATION OF RESPONDENTS

INCOME LEVEL OF THE RESPONDENTS

The income levels of the respondents are as follows BelowRs.3000/-:30%,Rs.3000/-toRs.5000/-:23%,Rs.5000/to8000/-:18%,Above Rs.10000/-:29%

INCOME LEVEL OF RESPONDENTS

.. bo A

R s. ...

R s. ...

el ..

80 60 40 20 0 B

NO.RESPONDENTS

DESCRIPTION NO.RESPONDEN PERCENTAGE TS Below Rs.3000/60 30 Rs.3000/46 23 toRs.5000/Rs.5000/36 18 toRs.10000/Above 58 29 Rs.10000/Total 200 100

Awareness of Mysore Sandal Soaps

From the above table 172 respondents are aware of the Mysore Sandal Soaps and the remaining 28 are not aware of the product. The percentage of awareness is 86% and not awareness of product is 14%.

DESCRIPTION

NO.RESPONDENTS

Awareness Not Awareness Total

NO.RESPONDE PERCENTAGE NTS 172 86 28 14 200 100

AWARENESS OF MYSORE SANDAL SOAPS 200 150 100 50 0 Awareness

Not Awareness

Factors influencing while purchase of bath soaps

From the above table it is clear that while purchasing the bath soaps 24% of the respondents are influenced by the price,31% by the quality,19% by the Fragrance,06% by the packaging,06% by the quantity,10% by the goodwill, and 04% by durability.

DESCRIPTI NO.RESPONDE ON NTS Price Quality Fragrance Goodwill Quantity Packaging Durability Total

48 62 38 20 12 12 8 200

PERCENTAGE 24 31 19 10 6 6 4 100

ric

e Q ua lit y Fr ag ... G oo dw ill Q ua nt ity P ac k. .. D ur ab i.. .

80 60 40 20 0 P

NO.RESPONDENTS

FACTORS INFLUENCING WHILE PURCHASE OF BATH SOAPS

Present using brand of bath soaps by the respondents From the table it is clear that the users of the Mysore Sandal Soaps are 32 out of 200 respondents,22 are using cinthol,32 are using lifebuoy,12 are using Hamam,18 are using Lux,40 are using Santhoor,38 are using rexona,2 are using Dove and remaining 4 are using Pears.

DESCRIPTION Mysore Sandal Soaps Cinthol Santhoor Hamam Lux Lifebouy Rexona Pears Total

NO.RESPONDE PERCENTAGE NTS 34 17 22 40 12 18 32 38 4 200

11 20 6 9 16 19 2 100

uy R ex on a P ea rs

Li

fe bo

Lu x

50 40 30 20 10 0 M ys o. . C in th ol S an t.. . H am am

NO.RESPONDENTS

present using brand of bathsoaps by the respondents

Media for the awareness of MSS to the respondents From the above table it is observed that media for the awareness of bathsoaps are given below. Printmedia:15%,Electronicmedia:65%,Friends&Relatives:12%,Peers&Colleg ues:08%Respectively

MEDIA FOR THE AWARENESS OF MSS

P. ..

.. F.

El ...

.

150 100 50 0 Pr ..

NO.RESPONDENTS

DESCRIPTION NO.RESPONDE PERCENTAGE NTS Print media 30 15 Electronic 130 65 media Friends 24 12 Relatives Peers&Collegu 16 8 es Total 200 100

Factors in MSS liked by the respondents The above table shows that 29% of the respondents liked the fragrance,07% liked the price,24%liked the quality,13%liked the quantity,20% of the

respondents liked both the quality and the fragrance in the Mysore Sandal Soaps.

DESCRIPTION NO.RESPONDE PERCENTAGE NTS Price 14 7 Fragrance 58 29 Quality 48 24 Quantity 26 13 Packaging 14 7 Quality&Fragra 40 20 nce Total 200 100

.. y.

Q ua lit

ag in g

it y

Pa ck

Q ua nt

e

y Q ua lit

ric

Fr ag ra nc

e

70 60 50 40 30 20 10 0 P

NO.RESPONDENTS

FACTORS LIKED BY THE RESPONDENTS IN THE MSS

Opinion about the price of MSS by the respondents From the above table it is clear that the opinions of the respondents about the price of the Mysore Sandal Soaps are as follows: Satisfied respondents are :46which is 23%,who are thinking less is 06 which is 03%,and the respondents who are thinking price is high 148 which is equal to 74%.

DESCRIPTION NO.RESPONDEN PERCENTAGE TS Satisfactory 46 23 Low 6 3 High 148 74 Total 200 100

NO.RESPONDENTS

RESPONDENTS OPINION ABOUT THE PRICE OF THE PRODUCT 200 150 100 50 0 Satisfactory

Low

High

Availability of MSS to the respondents The above table gives us the clearance of availability of mysore sandal soaps to the respondents are: The mysore sandal soaps availability is: 94.5% and the non-availability is: 5.5%.

DESCRIPTIO NO.RESPONDEN PERCENTAGE N TS Yes No Total

189 11 200

94.5 5.5 100

NO.RESPONDENTS

AVAILABILITY OF MSS TO THE RESPONDENTS 200 150 100 50 0 Y es

No

Promotional offers suggested by the consumers The above table showing the sales promotion activities which are preferred by the consumers. In that 26% of respondents prefer samples, 20%prefer free gifts, 24%prefer discount, 10% prefer coupons, and 20% of the respondents prefer other sales promotion activities.

SALES PROMOTION ACTIVITIES

O th er s

C ou .. .

.. c. D is

Fr ee g. ..

am

...

60 40 20 0

S

NO.RESPONDENTS

DESCRIPTION NO.RESPONDE PERCENTAGE NTS Samples 52 26 Free gifts 40 20 Discounts 48 24 Coupons 40 20 Others 20 10 Total 200 100

Opinion about MSS by the respondents Opinion given by the respondents towards the mysore sandal soaps are as follows: Verygood: 43%, Good: 29%, Uptomark: 12%, Satisfactory: 16%Respectively.

DESCRIPTIO NO.RESPONDEN PERCENTAGE N TS 86 58 24 32 200

43 29 12 16 100

RESPONDENTS OPINION ABOUT MSS

.. tis f. S a

U p

to

..

.

o G o

ry

..

.

d

100 80 60 40 20 0

V e

NO.RESPONDENTS

Very good Good Up to mark Satisfactory Total

Suggestions by the respondents The above table is showing most of the respondents are suggesting to reduce the price i.e.118,07 are suggesting to improve quality,20 are suggesting to provide freegifts,38 are suggesting to provide more ads, and 10 respondents are suggesting to make full awareness, Others 7 suggesting out of 200 respondents.

DESCRIPTION

NO.RESPONDENTS

PERCENTAGE

To reduce Price

118

59

To improve Quality

7

3.5

To Provide Promotional Offers To give more Advertising Others

20 38 7

10 19 3.5

To make more Awareness Total

10 200

5 100

140 120

0

Others

20

Offers

40

Promotional

60

Price

80

To Provide

100 To reduce

NO.RESPONDENTS

SUGGESTIONS BY THE RESPONDENTS

Non availability of customer is shift to

DESCRIPTIO NO.RESPONDE N NTS Other outlet Oher Brand Total

148 52 200

PERCENTAGE 74 26 100

NO.RESPONDENTS

I F N O N ­AV AI L ABI L I T Y CUST O M ER   SH I FT  T O 200 150 100 50 0 Other outlet

Oher Brand

FINDINGS

FINDINGS •

Most of the respondents in the survey are between the age group of 35Yrs & 60 Yrs.

•

The survey includes 69.5% of male respondents out of 200, remaining30.5% are the female respondents.

•

The

survey

includes

the

executives

about

24%

and

the

businessmen33%, employees20%, and 23% of laborers. •

Most of the respondents are graduates i.e., 36%and the professionals i.e., 32%,Below SSC 22%.

•

Most of the respondents are earning more than Rs.3000/30%,Rs.5000/-to8000/-are 18%, Rs.3000/-to5000/-are 23%.out of 200 respondents.

•

About 86% of the respondents are aware of mysore sandal soaps. In that most of the respondents became aware of the product through electronic media.

•

31% of the respondents are mainly influenced by the quality while purchasing of the bath soaps.

•

Most of the respondents are using various bathsoaps such as Santhoor(20%),lifebuoy(16%),dove(1%),pears(02%),lux(09%),hamam (06%),where as the 16% of the respondents are using mysore sandal soaps.

•

Most of the respondents are preferring quality, fragrance, and both the quality&fragrance,i.e.,24%,29%,and20% in mysore sandal soaps.

•

Respondent’s opinion about the price of the product is high.

•

Majority of the respondents i.e.,189 out of 200 are having availability of mysore sandal soaps.

•

Most of the respondents preferred discounts(24%),coupons(20%), followed by the freegifts(20%),samples(26%),and others(10%) for the sales promotion of mysore sandal soaps.

SUGGESTIONS

SUGGESTIONS •

There is needed to make more awareness of Mysore sandal soaps.

•

Most of the respondents are thinking that the price of Mysore sandal soaps is high when compared to other soaps in the market, so the price should reduce to some extent.

•

Advertisement should be increased through the different channels.

•

The respondents preferred discounts, coupons, freegifts, and samples for purchasing of bathsoaps.so it has to maintain in an efficient manner.

•

Most of the respondents are influenced by the quality while purchasing bath soaps,hance it is the important factor which should be maintained.

•

The increasing sales are possible by adequate availability with the stock of Mysore sandal soaps.

BIBLIOGRAPHY

BIBLIOGRAPHY •

To substantiate the study and findings we have referred the following Books and journals for supporting materials:

•

Marketing management by Philip Kotler.

•

Marketing research by G.C. Bery.

•

Research Methodology by Kothari.

•

Consumer Behavior by David L.Loudon & Albert J.Della Bitta.

•

Company journals. www.indianfoline.com www.mysoresandal.com

A STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS IN TIRUPATI QUESTIONNAIRE Name of the respondent:___________________________________ Address:___________________________________________________________ Age:__________

Sex:____________ Income level:_______________

Occupation:________________ Educational Qualification:__________--

1.

Are you aware of Mysore Sandal Soaps? a)Yes

b)No

2.

Which soap are you using at present?_____________________

3.

How often you buy the soap? a)Weekly

b)Twice a month

d)Occasionally e)Others 4.

5.

6.

c)Monthly

_________

Which aspects influence you while purchasing bath soap? a)Price

b)Quality

c)Fragrance d)Durabality

e)Packaging

f)Quantity

g)Goodwill h)Others

Which feature in the Mysore Sandal Soap do you like? a)Price

b)Quality

e)Quantity

f)Others

c)Fragrance

How do you know about the Mysore Sandal Soaps? a)Print Media b)Electronic Media d)Peers&Colleagues

7.

d)Packaging

c)Friends&Relatives

e)Others

Which media would you suggest for promotion for Mysore Sandal Soap? _________________________________________________________

8.

What is your opinion about price of the Mysore Sandal Soaps? a)Satisfactory

b)Low

c)High

d)Compititive

e)Others 9.

Do you have the availability of the Mysore Sandal Soaps? a)Yes

10.

b)No

if there is non availability of the product do you shift to? a)Other Outlet

11.

b)Other brand

How do you rate the overall performance of Mysore Sandal Soaps? a)Excellent

b)Good

c)Average d)Poor

e)Very poor

12. Do you feel more promotional aspects is to be carried out? a)Yes

b)No

if yes Which sales promotion activity is more effective for the Mysore Sandal Soaps? a)Samples

b)Free gifts

c)Discount coupons

d)Others

13. Specify sandal soaps you aware of? a) Mysore Sandal Soaps b)Santoor c)Nima Sandal d)Rexona e) Others

14. Do you feel Mysore Sandal Soaps packaging is to be improved? a)Yes

b)No

15. In your view who is the major competitor to Mysore Sandal Soaps? ___________________________________________ 16. Have you recommended this product to the others? a)Yes

b)No

17. Does Combi pack influence you to purchase Mysore Sandal Soaps? a)Yes

b)No

18. What is your level of satisfaction towards Mysore Sandal Soaps? a)Very high d)Low

b)High

c)Moderate

e)Very low

19. In your view rank the following brands? a) Mysore Sandal Soaps b) Santoor c) Nima Sandal d) Rexona

e) Others

20. What are the suggestions to improve the image of Mysore Sandal Soaps? a)Improve quality

b) Improve convenience

c) Improve availability

d) Improve added benefits e) Improve promotional offers e) Improve variety and awareness 21. Any suggestions for KS&DL on the Mysore Sandal Soaps ___________ __________________________________________________________ Thanking you for your kind co-operation Place: Date: Signature