DEODARANT

A Student Colloquium Report on Consumer Behavior for Deodorant 

SUBMITTED BY: GROUP 02 AKASH DEEPAK KAPIL MALA NIRMAL NIYATI

AUTHORISATION The Report is submitted as a partial fulfillment of the requirement  program of MBA program of STEVENS BUSINESS SCHOOL, AHMEDABAD.

PREFACE By working together, ordinary people can perform extraordinary works; they can push things that come in their hands higher up a little further on towards the height of excellence. We have accepted the above statement especially after the completion of our field work that we undertook regarding pens as a part of our curriculum. We are very glad to present our market report that has all efforts knowledge & hard work involved in its completion. We are experiencing some of the problems during our field work, but we individually think that it is very difficult to accommodate such a wide area in one single report & this is a humble effort towards it by us to work on the report using our knowledge.

ACKNOWLEDGEMENT Field work is very essential for any MBA student during study time. None of the MBA student can get a glimpse of outer world without field work. First of all we would like to thank STEVENS BUSINESS SCHOOL for allotting us an opportunity for doing field work. We would like to thank our honorable director Dr. Ravi Gor & Academic coordinator Dr. Himani Joshi & Respectable faculty members for giving knowledge to prepare this report. We are very thankful to all the consumers that gave us the necessary information and help us to fill questionnaire to make this report a complete one. We got good knowledge of consumers behavior at the time of our field work. Thank you to all of them.

AIM & OBJECTIVE: Our main objective was to focus on the consumer behavior of deodorant  among Ahmedabad people in market to check the potential customers and to check brand loyalty among existing users.

Table of contents 1 Introduction 2 Methodology 3 Pricing & range 4. Analysis 5 recommendation 6. conclusion 7.refreances

INTRODUCTION Consumer Behavior:

Consumer behavior is the study of when, why,

how, and where people do or do not buy products or services. It blends elements from psychology, sociology, social anthropology and economics. It  attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

DEODRANT: DEDODRANTS ARE SUBSTANCE APPLIED TO THE BODY MAINLY TO REDUCE BODY ODOR CAUSED BY THE BACTERIAL GREATDOWN OF PERSPIRATION .A SUBGROUP OF DEODRANTS ANTIPERSPIRANTS OF ,PREVENT ODOR & REDUCE SWEAT PRODUCED BY PARTS OF THE BODY .

Difference between deodorant and perfume. DEODRANT = to keep you from smelling nasty. PERFUME= to make you smell nice .

Methodology The questionnaire was designed by our team & we want to all consumers individually & got the questionnaire filled .our team members filled the questionnaire themselves as per the information. Being given by the consumers.

A schedule contained a set of questions that were being asked to consumers. (1) SAMPLE SIZE: 200 (2) SAMPLING FRAMEWORK: BIG MALLS OF ABAD. (3) AREA COVERED: SATELLITE NAVARANGPURA C.GROAD VASTRAPUR MANINAGR

 AXE

Prices (MAX-MIN) 240 to 300

LEE

150 to 200

FA

160 to 200

NIKE

140 to 240

 ADIDAS

150 to 180

 AMWAY 

150 to 250

REXONA

155 to 250

brands

BLUELADY  TOMMY 

180 100 to 225

Analysis Usage of deodorant Use of Deodorant Yes

NO

18%

82%



this pie graph shows 82%people use deodorants & 18%peopleuse perfumes ,roll on and other fragrance giving things.

Age gr up Below 15

15-20

21-25

26-30

31-35

36-40

0% 8%

17%

13%

33%

29%

 People

of age group from 21yrs to 30 yrs prefer

deodorant the most. Ge Male

er Female

44% 56%

 Males

prefer deodrant much more approx. 12%more

compared to females.

pr fessi Student

Employee

Business

any other

4% 32%

42%

22%



College students like to be more trendy so the majority is much higher compared with other sections of  society.

Purpose:

Sales antyperspirant

4%

body odor

4%

28%

 The

sensitive skin

roll on

body spray

8%

56%

people are using deodrants for antiperspirant

purpose much more that is more than half compared to other purposes.

Brand use Male AXE

Lee

Fa

Nike

Adidas

Amway

Tommy

Others

3% 15%

10%

38%

12% 8%

12%

2%

Males

prefer the axe brand compared to other brands because

of the effective advertisements

Female Fa

She

Spinz

Rexona

Amway

Tommy Girl

Blue lady

Others

1% 17% 3%

28%

14%

23%

6% 8%

Female prefer blue lady, fa and tommy girl the most as they are mild in fragrance where

Place

of deodorant Place Pharmacy Shop

Super market

Retail, wholesale market

Others

2% 23%

22%

53%

Most

of the customer purchase the deodorant from the super

market

Purchase

(Quantity) Purchase Single

patter

Twin

Bulk

8% 18%

74%

Consumer prefer the to purchase the single packing than twin or bulk packing because they also purchase deodorant for gift also

Budget u jet Below 75

76-100

101-125

126-150

1151-175

176 or above

1% 11%

13%

23%

20%

32%

Half of the customer purchase the deodorant which has price range of above hundred

Frequent Use Freque Storng

Mild

13%

cy

Natural

Others

20%

24%

43%

43% of the customers use the mild fragrance deodorant

Fragrance that you like Fra Odor

Packing

5%

ra ce y u like Price

Offers

Quantity

Other thing

7% 32%

10%

23% 23%

Price

is most effecting factor that influence the purchase of 

deodorant

Knowledge about brand ra T.V. Advertisement

Window posters

k

wle ge

Paper

media

Radio

Friends/relative

Others

3% 12% 20% 0% 33% 32%

Paper

media and window poster are main factors that make

awareness to the consumers

Frequency of use Freque Weekly

Monthly

cy Quarterly

Yearly

2% 24% 31%

43%

Nearly half of the customers purchase the deodorant monthly

Conclusion

From the survey that we have undertaken, we conclude the following points

people tend to use deodorants more than perfume because of the hot climatic culture in india

from the ration of the males and females using the deodorants we conclude that male customers are more using the deodorant than the women consumer price is the most affecting factor for the consumer for purchasing the deodorants Indian brands are less active compared to foreign brand in the market

RECOMMENDAT ION Now

a days foreign brand capture the deodorant market so Indian players should come up with the effective product of the brand

Mostly

middle class family can not prefer the high price deodorant so it is advisable to every company that provide cheapest product for the customers

There

are still some customers are brand loyal and they stick to the one brand only price factor doesn¶t influence that purchase so it is advisable the for the company that they should create effective advertise for the perfect brand image

References

www.redifpurchase.com MARKETING RESEACH

CONSUMER BEHAVIOR QUESTIONNAIRE PURCHASING BEHAVIOUR OF DEODORANT Dear

Sir/Madam, We are the students of Stevens Business School, Kalol, are conducting a survey on purchasing behavior of deodorant. Kindly help us in filling the Questionnaire given below. Your cooperation will be highly obliged. Name:

Gender: Area

1.

2.

3.

4.

5.

of residence: _____________________ Age

Group: Below 15 o 15-20 o 21-25 o 26-30 o 31-35 o 36-40 o 41-45 o o Above 45 What is your profession? Student o o Employee Business o o Any other Do you use deodorant? Yes__ No__ If NO then End Of questionnaire. If ³YES´  What is the frequency that you purchase deodorant? o Weekly Monthly Quarterly Yearly o For what purpose you like to use deodorant? o Antiperspirant agent

Body odor regulator Sensitive skin o o R oll on Body spray o 6. Which type of deodorant do you use? Imported o Domestic If answer is imported go to question number 8. 7. Which Brand of deodorant do you use? For men For Women () Fa () o AXE () SHE () o Lee Fa () spinz () o () () o Nike R exona () () o Adidas Amway o Amway () Tommy girl() Blue lady () o Tommy () () () o Others Others 8. Would you like to trade off in your choice of perfume if your regular brand is not available? Yes____ No_____ 9. From where do you purchase deodorant? o Pharmacy shop Super market o o R etail shop, wholesale market o Others 10. How do you like to purchase it? Single pack o o Twin pack Bulk o 11. What is the budget that you can spend on deodorant per unit? (Price in R upees) Below 75 o o 76-100 101-125 o 126-150 o 151-175 o o More than 175 12. Which fragrance of deodorant you preference? o

Strong o Mild o Natural o Others 13. What is the main key feature that you see while purchase deodorant? o Odor o Packing o Price o Offers Quantity o o Other thing 14. From where do you come to know about the brand that you use? o T.V. advertisement Window posters o o Paper Media o R adio Friends / relative o o Others, hording 15. Which are the features that influence you to purchase deodorant? R ank 1 as Most and 5 as least o Packing o Odor o Price Quantity o o Offers 16. Any suggestions do you like to give to the deodorant company? o