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8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
4/22
A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
5/22
A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
8/4/2019 Indian Consumer Analysis(2005)
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A Study on Indian Consumer Behavior Analysis 2005
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CONSUMERS ANALYSIS OF INDIAN SOAP MARKET
(1)MOST PREFFERED CRITERION FOR SOAP SELECTION
The primary analysis found that Price is the most preferred criterion for soap (28.75% of the
consumers agreed on that). Brand Value was the next best with 15% of the consumers in
favour of the same.
Word of mouth
Packaging
Color of soap
Benefits
Promotional schemes
Price
Fragrance of soap
Brand value
Advertisement
Most prefferedcriterion
2.5%6.25%
3.75%
13.75%
12.5%
28.75%
10.0%
15.0%
7.5%
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(2)PERCEPTION ABOUT LUX
The primary analysis found that the major perception about Lux is that as a Beauty Soap(50% of the consumers agreed on that). Soap for all was the next best with 23.75% of the
consumers in favour of the same
15.0%
23.75%
11.25%
50.0%
Soap of filmstars
Soap for all
Nothing specific
Beauty soap
Perception about Lux
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(3)RECOLLECTION OF ANY ADVERTISEMENT OF LUX
The primary analysis found that advertisement recall of Lux was Yes for 91.25% of theconsumers and No for 9.75% of the consumers
91.25%
8.75%
Yes.
No
Recall of current
advertisement
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(4)MOST EFFECTIVE MEDIUM OF SALES PROMOTION
The primary analysis found that Advertising is the most effective medium for sales promotion
(58.75% of the consumers agreed on that). Sales Promotion was the next best with 31.25% of
the consumers in favour of the same.
(5)PREFERENCE OF PROMTIONAL SCHEME
31.25%
58.75%
10.0%
Sales promotion
Advertising
Personal selling
Most effective mediumfor promotion
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The primary analysis found that Price Off is the most preferred promotional scheme (42.5%
of the consumers agreed on that). Cross Promotion was the next best with 15% of the
consumers in favour of the same.
(6)PERCEPTION ABOUT CHANGE IN QUALITY DURING SALES PROMOTION
SCHEME
12.5%
42.5%
15.0%
13.75%
6.25%
3.75%
6.25%
Prizes
Price off
Cross promotion
Cash refund
Scratch card
Free trial
Discount coupons
Preference ofpromotional schemes
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The primary analysis found that the perception about change in quality during sales promotion
scheme was Superior (93.75% of the consumers agreed on that). No change was the next
best with 6.25% of the consumers in favour of the same
(7)TYPE OF IMPACT
93.75%
6.25%
No change
Superior
Perception aboutchange in quality
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The primary analysis found that the type of impact of sales promotion was Continue buying
even after sales promotion offer is scrapped (38.75% of the consumers agreed on that). No
change in buying behaviour was the next best with 26.25% of the consumers in favour of the
same.
(8)COMMUNICATION OF SCHEME
13.75%
38.75%
21.25%
26.25%
Makes you switch toLux
Continue buying evenafter sales promotionoffer is scrapped
Buy it during salespromotion offer
No change in buyingbehavior
Type of impact
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The primary analysis found that the communication of schemes should be Through electronicmedia (58.75% of the consumers agreed on that). Through print media was the next best
with 26.25% of the consumers in favour of the same
(9)PROBLEMS FACED DURING SALES PROMOTION SCHEMES
3.75%
26.25%
58.75%
11.25%
Through salesrepresentatives
Through print media
Through electronicmedia
Through companysstall
Communication ofschemes
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The primary analysis found that Stock Out is the biggest problems faced during sales
promotion schemes (42.5% of the consumers agreed on that). Any other was the next best
with 21.25% of the consumers in favour of the same.
(10)COMPARISION WITH COMPETITORS
The primary analysis found that Luxs promotion schemes were Superior and more frequentvis--vis its (48.75% of the consumers agreed on that). Similar and more frequent was the
next best with 35% of the consumers in favour of the same
(11)AFFECT ON AGE GROUP
48.75%
12.5%
35.0%
3.75%
Superior and morefrequent
Superior and lessfrequent
Similar and morefrequent
Similar and less frequent
Comparison withcompetitors
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The primary analysis found that Adults were the most affected upon by sales promotion
56.25% of the consumers agreed on that). Youngsters was the next best with 32.5% of the
consumers in favour of the same.
(12)PRICE OF SOAP
6.25%2.5%
32.5%
2.5%
56.25%
Kids
Adults
Youngsters
Older people
Adults
Affect on age group
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The primary analysis found that the customers perceived the price of soap to be Satisfactory(42.5% of the consumers agreed on that). Neutral was the next best with 32.5% of the
consumers in favour of the same.
(13)DISTRIBUTION NETWORK
42.5%
15.0%
2.5%
32.5%
7.5% Satisfied
Very satisfied
Satisfied
Neutral
Dissatisfied
Price
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The primary analysis found that the customers perceived the distribution network of soap to beSatisfactory (47.5% of the consumers agreed on that). Very Satisfied was the next best
with 26.25% of the consumers in favour of the same
(14)QUALITY
47.5%
5.0%
26.25%
21.25%
Satisfied
Dissatisfied
Very satisfied
Neutral
Distribution Network
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The primary analysis found that the cSatisfactory (47.5% of the consumers agreed on that).
Neutral was the next best with 23.75% of the consumers in favour of the same.
ustomers perceived the quality of soap to be
47.5%
8.75%
7.5%
12.5%
23.75%
Satisfied
Dissatisfied
Very satisfied
Satisfied
Neutral
Quality
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