MR FINALL.docx

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Market Research

Assignment

By

Garima Gandhi-2014A

Sajitha Nair-2014A53

Akshita Kedia-2014C39

Shardool asto!i-2014C

Shreya Chakra"orty-2014#2$

%anshika G&'ta-2014#34



Acknowledgement

We hereby wish to express our sincere gratitude and

appreciation to the following people who assisted us in thesuccessful completion of this research document:

Professor Nimkar and Professor Gauri Joshi, for their valued

assistance and guidance, in the compilation of this proect! "our

patience and exemplary knowledge is greatly appreciated #ir

and $am!

%o the respondents who participated in this research study,

thank you very much for the time and e&ort sacri'ced to

complete the research (uestionnaires!

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Objective of the Assignment

%his research is undertaken with the following obectives:a! %o understand the awareness towards eco)labeled personalcare products!b! %o study the attitude of women towards the environment!

Literature Review

Nik *bdul +ashid, --.

With the increment of awareness towards environmental issues,

organi/ations have started to review the environmental impactof their operation activities and products! %he business on green

products such as environmental friendly personal care products

has started to grow in the consumer market!

0owever, with the increment on the environmental issues the

awareness on the usage of environmental friendly products has

also grown globally! %he market of green personal care products

is having a higher potential or opportunity to grow in *sian

market as compared to the non)green personal care sector! %he

penetration of the brand owners of green personal care products

can be achieved through franchising or ac(uisition to widen the

distribution channels1 however the acceptance of consumers

towards the green personal care products will have signi'cant

di&erence between markets! %his is the gap that needs to be

ful'lled if green marketers want to further explore the market of

green personal care products!

%he understanding of the intention, attitudes towards the

behavior, subective norms, perceived behavioral control and

peripheral persuasion 2store image and roles of salesperson3 can

help to uncovered the di&erent aspects of the behavior orunderstand better the behavior, which will then help the

marketers in designing the marketing program to able to

convince the consumers to make the purchases of the products!

4n order to understand the in5uence on pricing of the green

personal care products between the drivers and the purchase

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intention, willingness to pay more has been included into the

theoretical framework as the moderating variable

6nvironmental marketing is also known as Green $arketing,

sustainable marketing and ecological marketing! %he green

consumers are the main motivating force behind the greenmarketing process! 4t is their concern for environment and their

own well)being that drives demand for eco)friendly products,

which in turn encourages improvements in the environment

performance of many products and companies! 7$8G sector is a

considerably large sector in the economy which has to open

their eyes on eco)friendliness! %he 7$8G sector is one of the

growing industries that concern about the green marketing

issues! Green marketers can attract customers on the basis of

performance, money savings, health and convenience or ust

plain environmental friendliness, so as to target a wide range of

green consumers!

%he government, the organi/ation and the customers has to put

hands together in creating awareness of eco)friendly products!

%he individual and household characteristic estimates the

relationship with the environmental behaviors and attitudes! %he

results are expressed in terms of marginal e&ect or the amount

by which the predicted probability of using eco)friendly product

when the predictor variable changes by one unit! 7or example,

women are 9!. more likely than men, all other factors being

e(ual, to be prepared to pay more for environmentally)friendlyproducts!

We 'nally discovered that there is a signi'cant di&erence

between the women and men for the following points!

8oncerning the purchase fre(uency of green products, the

women buy more eco)friendly food and healthcare;cosmetics

products 2!<-3 than the men which results are not surprising

because the women are more willing to do shopping for their

house! %he women more agree with the fact that green products

are good for the environment than men! %hen they are also

more ready to pay an extra price for green products than men

who are undecided! %he women also close to agree to

recommend eco)friendly products to their family friends, more

than men it is also the case concerning the attention that they

give to green advertising! 7inally the women ust like more green

products than $en! %hese results show us that women seem

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more concerned by green products than men however we did

not 'nd di&erences concerning =healthy> argument of green

products or good (uality so both women and men agree on

these points, that can be surprising because women are

sometimes more perceived as more healthy than men but in our

study there was no so signi'cant di&erences with thesestatements!

Data Interpretation and Analysis

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()lease *ind atta+hed e,+el *or ao"e in*ormation

ualitative survey of respondents purchasing eco!

labeled products

I" #rofessional

0i 4 am a student of #8$0+? and 4 would like to interview you

for understanding your views on conserving the environment! 4t

is ust a short interview and will not take more than @A min!

$s% 0ow long have you been working at this placeB Where do

you stayB Proximity form oCce! 0ow do you commuteB ?o you

use the company transport or personal vehicleB 4f personal

vehicle whyB

Respondent% 4 have been working for the past 9 years in

4nfosys! 4 live in *undh, which is

approximately 9- minutes away from my

0inewadi oCce! 4 generally commute using my

car! 4t is not very far and 4 have 5exibility

to travel at my own time!

$s% ?o you carry your own lunch to workB 4f "es 0ow do you get

your lunch as in lunch box))) Plastic, steel, Glass, *luminum foils,

cling wraps 2plastic foils3 or in disposable boxesB

Respondent% "es, 4 do carry my lunch from home! %he food at

oCce is not always up to standard! 4 use steel tiCn to carry my

food!

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$s% What all disposal items do you use and when do you use it:)

fre(uently, occasionally i!e when you have guests coming in or if

your maid is on leave or other reasons for the same!

+espondent thinks and speaks

Respondent% Generally we use disposable items when we host

a large get)together! 4t makes cleaning that much more

convenient and hassle free! #uch get)together is a rare a&air

however we fre(uently use disposables when we go out! "es,

when the maid is on leave to avoid all the cleaning mess we use

disposables as well!

Difestyle related (uestions

$s% 0ow much time do you spend for yourself on a daily basisB

What do you do in that timeB ?o you exerciseB 4f yes which form

of exercise

Respondent% 4 spend about half an hour to one hour on myself

doing things 4 enoy like yoga and light reading! *fter the busy

day at work it is very tiring to go to the gym! 4 therefore og in

our lane in the evening!

$s% What is it that you indulge in to maintain a healthy lifestyleB

*re you willing to travel if you were to get genuine organic

products )))4f yes how farB E 4f no, where should they be made

available so that you purchase them

Respondent% "es, 4 believe in maintaining a healthy lifestyle! 4

make sure all meals 4 cook are healthy and nutritious! 4 exercise

to make sure 4 remain 't! "es, 4 usually shop for all my groceries

on a monthly basis so 4 am willing to travel a little for it! 4 go to

the nearby supermarket 2?)mart3 to shop and in case of daily

emergencies 4 ask for a home delivery from the nearest grocery

shop! 4 think organic products is something that people now

want to purchase in order to maintain that healthy lifestyle, so a

little travelling is not a problem!

$s% What is that you indulge in to maintain your appearanceB 4nyour household who all use di&erent types of personal care

productsB 0ow do you take a decision to purchase a particular

productB

+espondent thinks and speaks

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Respondent: "es, 4 use Fody shop products to maintain my

appearance and have a loyalty card for 6nrich salons! $y

husband has his set of personal care products! 4 am a loyal of

Fody shop but my husband experiments on his products! We

usually buy products seeing the nutrition and value they

provide! %he price and utility any product provides is whatmakes me want to buy a product again!

"es, attractive packaging with a decent price makes me want to

try out a new product for sure!

&hemist

0i 4 am a student of #8$0+? and 4 would like to interview you

for understanding your views on conserving the environment! 4t

is ust a short interview and will not take more than @A min!

%he store is Religare 'ellness store in 0inewadi Phase

$s)What all personal care products do you stock in your shop

and which all brands are available with you!

+espondent thinks and then speaks

Respondent)We have the following products cleansing pads,

talcum powder, facial tissue, toothpaste, toothbrush, ra/or,

perfumes, shaving cream, skin cream, toilet paper, wet wipes

and lip balm! We have products for all leading brands for a

particular line of products!

$s)?o you know about eco)labeled products, do you understand

di&erence between a regular product and an eco)labeled one!

What do you feel about non)eco labeled productsB *re they as

good as eco)labeled onesB


Respondent) "es, 4 know about the eco)labeled product, they

have a green recycling symbol on them unlike the non)eco

labeled product! 7or me whatever sells more is a better product!

$s)What advice do you generally o&er to consumers who seek

your advice on purchasing personal care products, do you advise

them the brands you get a good margin on or the brands whose

stock you need to clear up!

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Respondent)ur stocks keeps moving at a good rate so on

being asked for advice, 4 advise them about the product which

would be most bene'cial for them

$s)0ow fre(uently do consumer check the expiry date of

products they purchaseB


Respondent) %he younger customers tend to check more often

than their older counterparts!

$s)?o consumers (uestion him;her on the contents of the

product!


Respondent) "es, they do!

$s)What is done of the products which have crossed expiry

date!

Respondent)We discard them in garbage!

$s)?oes he;she encourage usage of plastic bags or do they ask

consumers to get their own bags!


Respondent)We usually provide the customers with plastic

bags unless if they do not want it!

$s)Would you prefer to stock up eco labeled products if you get

incentive for doing soB Would you be willing to push

2recommend3 these products to the consumerB


Respondent)*s 4 said earlier, whatever sells more and gives me

a higher pro't margin is a better product for me! 4f eco)labeledproduct gives me that, 4Hll stock it! 4Hll also try to push the sale of

these products!

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&onclusion

7rom the above research proect, we can thereby conclude that

=Green marketing is the marketing of products that are

presumed to be environmentally safe! 4t incorporates a broadrange of activities, including product modi'cation, changes to

the production process, packaging changes, as well as modifying

advertising!> %here is a growing interest among the consumers

all over the world for protection of the environment! %he green

consumers are the main motivating force behind the green

marketing process! 4t is their concern for environment and their

own well)being that drives demand for eco)friendly products,

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which in turn encourages improvements in the environment

performance of many products and companies!

4n recent times a lot of attention has been paid to the e&ect that

mass media has on the audienceHs perceived seriousness of

environmental ha/ards! %he audiences are in5uenced by theway the mass media interprets the pollution levels! * study also

revealed that women were more perceptible to the risks

involved in global warming and other related ha/ardous wastes

when compared to the males! 7urthermore the study also found

that women were more worried about the various negative

impacts that global warming could have on their health on their

familyHs health!

Fusinesses have thus started to understand consumerHs attitude

towards environmental problems and have therefore started to

provide IGreenH products;services that provide an alternative toconsumers! Green marketing is done by businesses to increase

awareness levels and to show that people worried about the

environment can do something to solve some of the issues!

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