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11BM60105_AMRP Presentation

Pooja Gupta
Pooja Gupta

This document presents the results of market research on consumer usage and attitudes toward shower gels in India. The research included interviews with consumers at points of purchase, focus groups, and surveys. Key findings include that men prefer shower gels that feel sporty while women care more about freshness; packaging, promotions, and word-of-mouth influence purchasing; and the top four factors driving consumer choices are feel on skin, cleansing, brand name, and suitability to skin type. The researcher plans to expand primary research, analyze consumer data, and make marketing strategy recommendations.

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CONSUMER USAGE AND ATTITUDES FOR SHOWER GELS ITC AMRP PROJECT Presented By Pooja Gupta Roll No: 11BM60105
11BM60105_AMRP Presentation
Project Objectives Qualitative Market Research Key value drivers (Factors that affect the consumer usage patterns, buying behavior) Analysis of consumer behavior Attitudes towards shower gels Formulate marketing strategy
Data to be Collected Gender Loofah usage Age Group Customer preferences: shower Household income gel or soap and why? Influencer and decision maker Preferred brand Buying Frequency Switching behavior Perceived end benefits Impact of specific marketing Price perception of customers programs Preferred point of purchase Customer satisfaction Factors affecting the choice Trial for whitening shower gel Barriers to trial of shower gels
Methodology Method 1: Personal interview at point of purchase Understanding profiles of the people Consumer reaction Competitor analysis Profit margin of distributors for different brands of gels Different promotional schemes for shower gels Understand if its high/medium/low involvement product Consumer data is collected Method 2: Focus group interviews. It would help to give insights on consumer behaviour towards shower gels. Method 3: Primary research is collected by floating questionnaire among various people.
Timelines 4th-15th Oct Method 1 : Personal interviews at point of purchase 16th- 22nd Preparing the Questionnaire Oct 23rd Oct- Method 2 : Focus Group Interviews 10th Nov 11th-20th Method 3 : Primary Research Nov 21st-28th Analysis and Conclusion Nov
Questionnaire Link to questionnaire - http://kwiksurveys.com/app/rendersurvey.asp?sid=qkj1d9smzqo8nj61913 6&refer=
Understanding the Consumers Location : Point of Purchase Data collected for 45 different customers Large differences in male and female consumer mindset Factors affecting the choice of specific brands moisturizing feel, fragrance, promotional schemes, brand name Loofah usage Barriers to trial for shower gel- no awareness, allergy, doesnt wash off, habit of using soap, gender factor Switching behavior between soap and gel, and also different brands Influencer and decision maker seen to vary with age of consumers
Competitor Analysis Brands available at local retail outlets MRP of different brands of shower gels Profit margin to distributors 10-15% , minimum of 7-10% Promotional schemes for different shower gels Brands Fiama di Wills Dove Palmolive Lux MRP 125 125 125 <125 Volume/pack 200ml 200ml 200ml >200ml Promotional Free loofah Free Loofah Scheme Factors for Natural Moisturizing Fragrance, Cheaper, Free choice of Ingredients, effect, Brand loofah, Brand particular brand Fragrance, Purity, Brand, Free Brand loofah
How to conduct Focus Group Greet the participants Ensure discussion is relevant to Make a relaxed environment the purpose Sit with the group in a circle Comparison of brands Note their age, gender, etc Preference of product attributes Define the purpose of the without brand name meeting at the start Remind participants that there Either show advertisements of are no right/ wrong answers different brands/ put samples/ Participants can write down their questionnaire at the start points/ summarize Thumbs up and thumbs down Someone should be taking strategy notes/video of the discussion Ensure good participation from all Results
Focus Group Discussion Analysis Men preference- sporty feel Shower gels are easy to carry Brand loyalty One way to break barrier to trial Dont find benefits in using gels is introducing smaller packs of Soap is easier to use than gels shower gel Shower gels are more hygienic Freshness is an important criteria Loofah reduces hygienic factor Men find packaging of many shower gels to be feminine Non awareness of loofah Categorization of shower gels on Switching behaviour even after the basis of skin type - A shower long term usage gel for oily skin possibly? Double benefits of soap- used for Friends are one of the biggest hand wash too influencers for students/people in Cost is a major deterrent the age group of 20-30 Packaging and promotions help Word of mouth is the most lure non users important medium
Results from Primary Research 60 50 40 30 Non-users of shower gel Users of shower gel 20 10 30 0 25 Men Women 20 15 Non-users Users 10 5 0 <3 lakhs per 3-6 lakhs per 6-10 lakhs per >10 lakhs per annum annum annum annum
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
11BM60105_AMRP Presentation
Factor Analysis The null hypothesis that the population correlation matrix is an identity matrix is rejected by Barletts test of sphericity. The approximate chi- square statistic is 394.654 with 66 degrees of freedom, which is significant at the 0.05 level. The value of the KMO statistic (0.767) is also large (>0.5). Thus factor analysis can be considered an appropriate technique for analysing the correlation matrix. The eigen values for the factors are, as expected, in decreasing order of magnitude as we go down from factor 1 to factor 12. The first four factors account for 69.736 percent of the variance. Hence we consider the number of factors equal to four.
Factor Analysis Factor 1: Factor 3: Feel on the skin Fragrance Good cleansing Lather Brand name Packaging Suitability to skin type being the most important Factor 2: Factor 4: Price Ingredient Promotional scheme-most imp Consistency Influence of friend-most imp
Way Ahead Meeting distributors Increasing the scope of primary research Customer data analysis Recommendations for the marketing strategy
References N.Pag. The 2011-2016 Outlook for Body Wash and shower gels in India. Country Outlook Reports. Retrieved from http://bit.ly/P9mvAD Gihan Wijesundera, Ruwan Abeysekera. Factors influencing the demand of beauty soap among female consumers in the greater Colombo region. Retrieved from http://bit.ly/RSwp63 Mason, S. (2006). Shower Power. Global Cosmetic Industry, 174(11), 47-49. Retrieved from http://bit.ly/Qqx0dj
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11BM60105_AMRP Presentation

  • 1. CONSUMER USAGE AND ATTITUDES FOR SHOWER GELS ITC AMRP PROJECT Presented By Pooja Gupta Roll No: 11BM60105
  • 3. Project Objectives Qualitative Market Research Key value drivers (Factors that affect the consumer usage patterns, buying behavior) Analysis of consumer behavior Attitudes towards shower gels Formulate marketing strategy
  • 4. Data to be Collected Gender Loofah usage Age Group Customer preferences: shower Household income gel or soap and why? Influencer and decision maker Preferred brand Buying Frequency Switching behavior Perceived end benefits Impact of specific marketing Price perception of customers programs Preferred point of purchase Customer satisfaction Factors affecting the choice Trial for whitening shower gel Barriers to trial of shower gels
  • 5. Methodology Method 1: Personal interview at point of purchase Understanding profiles of the people Consumer reaction Competitor analysis Profit margin of distributors for different brands of gels Different promotional schemes for shower gels Understand if its high/medium/low involvement product Consumer data is collected Method 2: Focus group interviews. It would help to give insights on consumer behaviour towards shower gels. Method 3: Primary research is collected by floating questionnaire among various people.
  • 6. Timelines 4th-15th Oct Method 1 : Personal interviews at point of purchase 16th- 22nd Preparing the Questionnaire Oct 23rd Oct- Method 2 : Focus Group Interviews 10th Nov 11th-20th Method 3 : Primary Research Nov 21st-28th Analysis and Conclusion Nov
  • 7. Questionnaire Link to questionnaire - http://kwiksurveys.com/app/rendersurvey.asp?sid=qkj1d9smzqo8nj61913 6&refer=
  • 8. Understanding the Consumers Location : Point of Purchase Data collected for 45 different customers Large differences in male and female consumer mindset Factors affecting the choice of specific brands moisturizing feel, fragrance, promotional schemes, brand name Loofah usage Barriers to trial for shower gel- no awareness, allergy, doesnt wash off, habit of using soap, gender factor Switching behavior between soap and gel, and also different brands Influencer and decision maker seen to vary with age of consumers
  • 9. Competitor Analysis Brands available at local retail outlets MRP of different brands of shower gels Profit margin to distributors 10-15% , minimum of 7-10% Promotional schemes for different shower gels Brands Fiama di Wills Dove Palmolive Lux MRP 125 125 125 <125 Volume/pack 200ml 200ml 200ml >200ml Promotional Free loofah Free Loofah Scheme Factors for Natural Moisturizing Fragrance, Cheaper, Free choice of Ingredients, effect, Brand loofah, Brand particular brand Fragrance, Purity, Brand, Free Brand loofah
  • 10. How to conduct Focus Group Greet the participants Ensure discussion is relevant to Make a relaxed environment the purpose Sit with the group in a circle Comparison of brands Note their age, gender, etc Preference of product attributes Define the purpose of the without brand name meeting at the start Remind participants that there Either show advertisements of are no right/ wrong answers different brands/ put samples/ Participants can write down their questionnaire at the start points/ summarize Thumbs up and thumbs down Someone should be taking strategy notes/video of the discussion Ensure good participation from all Results
  • 11. Focus Group Discussion Analysis Men preference- sporty feel Shower gels are easy to carry Brand loyalty One way to break barrier to trial Dont find benefits in using gels is introducing smaller packs of Soap is easier to use than gels shower gel Shower gels are more hygienic Freshness is an important criteria Loofah reduces hygienic factor Men find packaging of many shower gels to be feminine Non awareness of loofah Categorization of shower gels on Switching behaviour even after the basis of skin type - A shower long term usage gel for oily skin possibly? Double benefits of soap- used for Friends are one of the biggest hand wash too influencers for students/people in Cost is a major deterrent the age group of 20-30 Packaging and promotions help Word of mouth is the most lure non users important medium
  • 12. Results from Primary Research 60 50 40 30 Non-users of shower gel Users of shower gel 20 10 30 0 25 Men Women 20 15 Non-users Users 10 5 0 <3 lakhs per 3-6 lakhs per 6-10 lakhs per >10 lakhs per annum annum annum annum
  • 23. Factor Analysis The null hypothesis that the population correlation matrix is an identity matrix is rejected by Barletts test of sphericity. The approximate chi- square statistic is 394.654 with 66 degrees of freedom, which is significant at the 0.05 level. The value of the KMO statistic (0.767) is also large (>0.5). Thus factor analysis can be considered an appropriate technique for analysing the correlation matrix. The eigen values for the factors are, as expected, in decreasing order of magnitude as we go down from factor 1 to factor 12. The first four factors account for 69.736 percent of the variance. Hence we consider the number of factors equal to four.
  • 24. Factor Analysis Factor 1: Factor 3: Feel on the skin Fragrance Good cleansing Lather Brand name Packaging Suitability to skin type being the most important Factor 2: Factor 4: Price Ingredient Promotional scheme-most imp Consistency Influence of friend-most imp
  • 25. Way Ahead Meeting distributors Increasing the scope of primary research Customer data analysis Recommendations for the marketing strategy
  • 26. References N.Pag. The 2011-2016 Outlook for Body Wash and shower gels in India. Country Outlook Reports. Retrieved from http://bit.ly/P9mvAD Gihan Wijesundera, Ruwan Abeysekera. Factors influencing the demand of beauty soap among female consumers in the greater Colombo region. Retrieved from http://bit.ly/RSwp63 Mason, S. (2006). Shower Power. Global Cosmetic Industry, 174(11), 47-49. Retrieved from http://bit.ly/Qqx0dj