chapter 5 5.1 data analysis and interpretation (cosmetics

140

Chapter 5

5.1 DATA ANALYSIS AND INTERPRETATION (Cosmetics)

Ques. 1. Do you use Cosmetics?

Table 5.11: No. of People Using Cosmetics

Particulars Nos. %age

Yes 600 100 %

No 0 0 %

Figure 5.11:

No. of People Using Cosmetics

600, 100%

0

Y E S No

Interpretation

The population that uses the cosmetics is taken into consideration. All the

respondents use the cosmetics in some way or other. So our sample size of

600 is the people who use cosmetics. Though cosmetics are not the part of

bare minimum need, but still it has got a huge following among rural

consumers. Nutshell 100 % of the population use cosmetics.

141

Ques. 2. Which Cosmetic do you use?

Table 5.12: Type of cosmetics used by rural consumers

Female Responses % Male Responses %

Lipsticks/blushers/eyeliner/nail

paint

300 100

%

Face pack 21 7%

Face powder 216 72

%

Moisturizing

cream/cold

cream

240 80%

Moisturizing cream/cold

cream

285 95% Hair color 44 14.67%

Sunscreen/ageing/fairness

lotion

144 48% Fairness

cream

161 53.6%

Face pack 121 40.3 Hair

softener

12 4%

Hair color 63 21% Any other…

FACE

WASH

9 3%

Hair softener 12 4%

Any Other… Hair Rem./

foundation/ concealer

9 3%

142

Figure 5.12: Type of cosmetics used by rural consumers

0%

20%

40%

60%

80%

100%

120%

L ips tic

ks/blu

shers/e

ye...

F ace pow

der

Mois

turiz

ing C

ream

/...

Sunscre

en/fairn

ess/a...

face p

ack

Hair

Colo

r

Hair

softner

face w

ash

Hair

rem

over/faound...

F E MAL

EMAL E

Interpretation

The sample has been divided into male and female category. Also cosmetics

are categorized accordingly. 100 % females use lipsticks, blushers, eyeliners

and nail paint. It means that females use cosmetics by the way or other, 95 %

of them is using moisturizing cream and cold cream. For men 80 % are using

cold cream and moisturizing cream. This is the highest figure among male

respondents. It is followed by 53.6 % of males using fairness cream. On the

other side face powder is used by 72 % of the females. And it is followed by

the 48% and 40.3 % of sunscreen lotions/fairness creams and face packs

respectively. W can easily see that females are more inclined toward

cosmetics as compared to males. So market for cosmetics is equally huge in

rural areas.

143

Ques.3. Which Brand Do you Use for the cosmetics?

Table 5.13:- Brands used by rural consumers

S.No. Brand Nos. %age

1 PONDS 172 28.7

2 UNBRANDED 151 25.16

3 LAKME/AVON 257 42.8

4 FAIR & LOVELY 305 50.83

5 GARNIER 154 25.7

6 DABUR 142 23.6

7 L,OREAL /REVLON 153 25.5

8 PEARS / HIM 9 1.5

9 AYUR 237 39.5

10 NEVIA 52 8.67

11 VEET/ANE FRENCH 5 0.8

144

Fig 5.13:- Brands used by rural consumers

0

20

40

60

% age of people using the brands for their cosmetic choices

Interpretation

Now people are asked for the brand they use for their cosmetic s. Maximum

number says that they are using fair & lovely as a fariness cream. So the

maximum brand used as cosmetics in rural areas is fair & lovely. It is because

both men and women uses this cream for their fairness purpose. It is followed

by PONDS and LAKME products. It if followed by UNBRANDED products

such as lipstick, eyeliners, blushers, nail paint, creams etc.. Though

unbranded products don’t have any any specific image, but still they are

demanded near equal to branded products. In this race GARNIER is also

gaining a fan following. It is due to extrensive promotion done by the

company.

AYUR has got distinct image in rural areas being its cheap and is opted by

39.5% of the total sample population. Cosmetics has got some mix results

regarding top 5 brands as we can see that we have PONDS, FAIR &

LOVELY, UNBRANDED, AYUR lying in almost same number of choices.

Least brands used in rural areas are VEET, PEARS, HIMALAYA.

145

Ques. 4. How Often you Use cosmetics?

Table 5.14: Frequency of Rural consumers using cosmetics

Frequency Nos.

Everyday 196

Once in 2 days 213

Weekly 44

Fortnightly 35

Occasionally 112

Total 600

Figure 5.14:- Frequency of Rural consumers using cosmetics

Frequency of using the Cosmetics by people

196, 33%

213, 35%

44, 7%

112, 19%

35, 6%

Everyday

once in 2 days

weekly

fortnightly

occasionally

Interpretation

35% people say that they are using cosmetics once in 2 days. 33% of people

say that they are using cosmetics on daily basis. If we add these two figures

we arrive at 68% of the sample population using cosmetics very frequently. 19

% of the population use cosmetics occasionally and 13% are using weekly

and fortnightly. From this we can interpret that frequency of using cosmetics is

very much high. Also it depends upon the availability of the brands and

products.

146

Ques.5. Rank the factors which influence you to purchase cosmetics?

(Give 1 to most influencing factor and 8 to the least)

Table:5.15: Table showing factors affecting rural consumers regarding

purchase of cosmetics

Interpretation

This ranking has been drawn from the master coding table. Sum of the ranks

is the number that is assigned by particular respondent to the particular factor

as rank. The least sum symbolizes the highest influencing factor to buy the

brand. In this analysis we have come up with the result that “DISCOUNT &

OFFERS” is the most influencing factor for the population to buy the brand.

2nd factor is price, though not much differentiated from discount & offers but

still in minds of people price has a special concern. At 3rd rank we have the

brand image. So we can say that top 3 factors are discount & offers, price and

brand image, though advertisement is not too far. It has got the 4th rank in this

series. The least influencing factors in case of cosmetics are availability &

celebrity endorsement as they have got 6th and 7th rank respectively.

Availability being a good factor has not been rated much by people and

it lies at place 5 on the scale of ranking of the factors influencing to buy the

brand.

S. NO. FACTOR SUM of the

Ranks

Overall rank

1 Price 1754 2

2 Availability 2594 5

3 Lasting Effect 3500 7

4 Brand Image 2310 3

5 Packaging & design 4246 8

6 Discount & offers 1601 1

7 Advertisement 2334 4

8 Celebrity endorsement 3261 6

147

Ques.6. from where you collect information about cosmetics?

Table 5.16:- Sources from where information is collected by rural

consumers

S.No. SOURCE RESPONSE %age

1 Television 510 85

2 Word Of Mouth 288 48

3 Salesman 58 9.6

4 Gift From Relatives 124 20.97

5 Fairs 64 10.67

6 Hoardings 33 5.5

7 Others 12 2

Figure 5.16:- Sources from where information is collected by rural

consumers

0

20

40

60

80

100

Televis

ion

Word

Of M

outh

Sale

sman

Gift

from

Rela

tives

F airs

Hoard

ings

others

%age of respondents

Interpretation

Television being the most taken medium for information stands with 85% of

the population. Word of mouth plays an important role as people are used to

148

buy the product which has already been tested by someone. Cosmetics are

also received from relatives as gifts. It is evident from the approx 21% people

saying that they get information about the brand when they receive gifts from

their relatives. Around 11% of population gets the information from fairs and

gatherings that they have in their areas once or twice in the year.

The least informative factors for the rural areas are salesperson,

hoardings etc. it is due to that salesman do not reach villages to sell their

cosmetic products.

149

Ques.7.How many Brands do you know of cosmetics? (TOP OF THE

MIND ANALYSIS)

Table 5.17: Awareness of the Brand of cosmetics in rural consumers

S.No. BRAND No. Of

Respondents

1 Lakme 78

2 Ponds 181

3 Fair &

lovely

119

4 Garnier 80

5 L’oreal 26

6 Pears 68

7 Dabur 27

8 Avon 12

9 Revlon 9

Total 600

Figure 5.17: Awareness of the Brand of cosmetics in rural consumers

78, 13%

181, 30%

119, 20%

80, 13%

26, 4%68, 11%

27, 5%

12, 2%

9, 2%

Top of the Mind Brands

lakme

ponds

fair & lovely

garnier

l'oreal

pears

dabur

avon

150

Interpretation

TOM analysis, one of the most influential analysis for knowing the brand recall

among the consumers. For cosmetics the most recalled brand is PONDS as it

is recognized by 30% of the respondents. Second to it comes fair & lovely

with20% of respondents at its side. These two brands are quiet old and have

built their distinct image in minds of people. May be people are not using

these brands those who recalled them, but still they have their brands at the

top of their minds. It is followed by GARNIER, LAKME and PEARS are being

recalled by rural people. The percentage of people can be seen from the table

above. The least brand recalled by people is REVLON; it is due to the less

promotion and expensiveness of the brand. Major chunk of population cannot

even afford to buy this brand.

151

Ques.8. Do you change your brand?

Table 5.18:- Table showing respondents giving their preference

regarding change of brands

S.No. Particulars Nos.

1 NO 413

2 YES 187

Total 600

Figure 5.18:- showing respondents giving their preference regarding

change of brands

413, 69%

187, 31%

Change Of brand

NO

YES

Interpretation

Major part of population says that they don’t change their brand. So the

perception about rural people that they can use whatever brand is available is

wrong. Even rural consumers have brand perception and brand loyalty among

them. So rural consumers can be trusted and relied upon. 187 says that they

change the brand depending upon various factors being tackled in further

analysis.

152

Ques.9.If yes, how often you change your brand?

Table 5.19:- Frequency of people changing their brands


1 Usual Waiver 22

2 Every Month 66

3 2-4 months 79

4 5-10 months 20

5 After an year or so 0

Total 187

Figure 5.19:- Frequency of people changing their brands

Frequency of people changing their brands

22, 12%

79, 42%

20, 11% 0, 0%

66, 35%

Us ual

WaiverE very

month2-4 Months

5-10

MonthsYear or s o

Interpretation

Total 187 people who change their brand are doing so on the basis of some

frequency. This frequency is divided into 5 parts. Maximum people say that

they change their brand every 2-4 months. After that 66 people said that they

change their brand every month. It may be due to the non-availability of the

particular brand which they are using. 22 are usual waiver, also these 22

people represents that population who are early adopters, who have the

capacity to test new brands. Least 20 respondents representing 12% of the

population says that they change their brand 5-10 months. It is due to change

in season.

153

Ques.10. Rank the factor which influence you to change your cosmetics

brand. (Rank 1 to the most influencing & 6 to the least)

Table 5.110:- Table showing factors influencing rural consumers on

changing their cosmetics brand

S.No. Factor Sum of Ranks Overall ranking

1 Boredom 932 5

2 Recommendation 375 1

3 New Launch 556 4

4 Celebrity Influence 988 6

5 With Trend 533 2

6 Season 543 3

Interpretation

Why people change brand, has been the biggest question for the researchers.

The most influencing factor for changing the brand is RECOMMENDATION

by fellow beings. SEASON, TREND and NEW LAUNCH lies nearby on this

scale for ranking the factors influencing people to change their brand of

cosmetics.

The least influencing factors are BOREDOM and CELEBRITY

ENDORSEMENT. It is due to purpose that the brand is serving and that

people doesn’t have craze of celebrities endorsing the brand.

This rank series has been obtained by taking the sum of numbers

assigned by the respondents to the factor according to their influence on their

brand. The least sum symbolizes the most influencing factor.

154

Ques.11. Rank the factors that influence you to stick to one brand. (Rank

1 to the most influencing & 6 to the least)

Table 5.111:- Table showing the ranks of factors influencing rural

consumers to stick to one brand

S.No. Factors Sum of

Ranks

Overall rank

1 Price 1081 2

2 Purpose 1403 4

3 Brand Image 879 1


5 Color/Design 2092 6

6 Exclusiveness 1891 5

Interpretation

The brand loyalty factor is best judged from this question. People are inclined

towards the particular brand which they are using from ages. For this purpose,

the brand has to serve the masses from ages. The most influential factor for

sticking to a brand is its image as it has got the 1st rank in the series. Second

variable is price which makes people to stick to a brand as they won’t get the

same utility level in the same price with other brands.

Cosmetics have the feature of lasting effect, especially in case of

lipsticks, blushers, foundation etc. The brand which is more lasting is wanted

more. Purpose lies at the place 4 in this rank series. And the least influencing

factor is color and design of the package of the brand. May be people are

more influenced by other factors, so they don’t bother much about the

package design and color.

Cosmetics are such products which are bought according to the skin

texture and requirement. So for every individual, cosmetics have different and

distinct usage. Hence this features of consumers make them stick to a brand.

155

Ques.12. Brand you use the most is…………………

Table 5.112:- Table showing the brands used by different consumers

S.No. Brand No. of Respondents

1 Ponds 136

2 Unbranded 125

3 Fair & lovely 104

4 Pears & Garnier 76

5 Lakme & Avon 92

6 Dabur 67

Total 600

Figure 5.112:- showing the brands used by different consumers

Brands Used the most by the people

104, 17%

76, 13%

92, 15%

67, 11%

136, 23%

125, 21%

P onds

Unbranded

fair & lovely

pears &

garnierlakme & Avon

dabur

Interpretation

POND’S is the most used brand by the people. Also it lies 1 in the list

of TOM analysis. Being the standing brand in cold cream and moisturizing

cream, it has got maximum people following. Moreover it is used by men and

women both. Secondly, we have unbranded products being used by 21% of

the population. These include lipsticks, blushers, eyeliners etc. the most. At

156

3rd place we have fair & lovely being used by 17 % of the population. It is

because fair & lovely is one of the first movers in the segment of fairness

creams. The least used brands are Lakme, Avon and Dabur, though these

brands are at the upper positions in the TOM analysis. It is because people

know about these brands but they are not accessible to them. May be price is

the factor or the availability is the factor for people not buying these brands

are compared to other brands.

157

Ques.13. Rate your particular brand on the scale of following factors.

Price

Table 5.113(a): Table showing the price factor

Particular No. Of respondent Respondent’s

Score

Very High 78

78*1=78

High 112 112*2=224

Neutral 292 292*3=876

Low 89 89*4=356

Cheapest 29 29*5=145

Total 600 1679

Mean Score =Total Respondent’s scores/Total Number of Respondents

=1679/600

=2.79

2.79

1 2 3 4 5

Very high High Neutral Low Cheapest

Interpretation: The mean score comes out to be 2.79 which is nearer to the

neutral value. It clearly indicates that average number of people believe that

the price of the brand which they are using is neither very high nor very low.

158

Product Differentiation

Table 5.113(b):- Table showing the Product differentiation Factor


Score

Highly Differentiate 62 62*1=62

Quiet Diff. 194 194*2=388

Neutral 114 114*3=342

Some diff. 230 230*4=920

Almost same 0 0*5=0

Total 600 1712


=1712/600

=2.85

2.85

1 2 3 4 5

Highly Quiet Neutral Some Almost Same

Differentiate Differentiate Differentiate

Interpretation: The mean score comes out to be 2.85 which nearer to the

neutral value. It clearly indicates that average number of people believe that

the product differentiation of the brand which they are using are neither highly

differentiated nor are very same.

159

Availability

Table 5.113(c):- Table showing the Availability Factor


Score

Highly

Available

264 264*1=264

Often Available 134 134*2=268

Normally 170 170*3=510

Less Available 32 32*4=128

Not at all 0 0*5=0

total 600 1170


=1170/600

=1.95

1.95

1 2 3 4 5

Highly Available Often Available Normally Less Available Not at all

Interpretation: The mean score comes out to be 1.95 which is almost close

to 2 indicating that consumers prefer those brand which are often available

and easily purchased from the market.

160

Promotion

Table 5.113(d):- table showing the promotion factor


Score

Extensive 92 92*1=92

High 224 224*2=448

Moderate 66 66*3=198

Lowly

Promoted

172 172*4=688

Negligible 46 46*5=230

Total 600 1664


=1664/600

=2.77

2.77

1 2 3 4 5

Extensive High Moderate Low Negligible

Interpretation: The mean score comes out to be 2.77 indicating that

promotion is moderately carried down in the rural area and it is the promotions

which attract the consumers towards a particular brand.

161

Ques.14. Rate your overall satisfaction on the scale below.

Table 5.114: Table showing the satisfaction level


Score

Highly Satisfied 90 90*1=90

Satisfied 299 299*2=598

Neutral 188 188*3=564

dissatisfied 20 20*4=80

Highly

Dissatisfied

3 3*5=15

Total 600 1347


=1347/600

=2.24

2.24

1 2 3 4 5

Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied

Interpretation: The mean score for satisfaction level comes out to be 2.24

indicating that consumers are satisfied with the brand they are using.

162

Ques 15. Suggestions from the respondents:

1. Most of the consumers suggested that companies should make small

sachets of the product so that it is easy for them to purchase it.

2. Prices should be lowered down.

3. More quantity should be given in lieu of the cost they are charging.

163

5.2 DATA ANALYSIS AND INTERPRETATION (Toiletteries)

Ques. 1. Do you use toiletries?

Table: 5.21: Table showing no. of people using Toiletries

Particulars No’s. %age

Yes 600 100%

No 0 0%

Fig 5.21: showing no. of people using Toiletries

Interpretation

I took the sample of the population that uses the toiletries. Also toiletries are

part of bare minimum need to sustain the living, though brands may differ

depending upon the various factors influencing the decision of the consumer

and also the living standard of the consumer. So, 100 % of the sample is

using the toiletry products i.e. all 600 people including men and women.

164

Ques. 2. Which Toiletry Do you use?

Table 5.22: Table showing both males and females using various types

of toileteries

Female No’s. %age

Toilet Soap 300 100%

Shampoo 228 76%

Tooth Paste 300 100%

Others

Male No’s. %age

Toilet Soap 300 100%

Shampoo 219 73%

Tooth Paste 300 100%

Others….Shaving

Creams

92 30.66%

Fig 5.22: Table showing both males and females using various types of

toileteries

165

Interpretation

I have taken 300 male and 300 females as the part of the sample of 600. So

the analysis is divided into two parts. Talking about females, 100 % of them are

using toilet soaps and toothpaste. It is so because toilet soaps & tooth paste is

part of daily routine. Same is the case with males. But in case of shampoo 76 %

of females are using and 73 % Of males are using it. Males have exception i.e.

shaving cream, it is used by approximately 31% of males. Rural areas of Punjab

contain maximum Sikhs, so usage of shaving cream is low.

166

Q3: Which Brand Do you Use for the Toiletries. ?

Table 5.23: Table showing rural consumers using various brands of

toiletteries

S. No. Brand No.’s %age

1. Lifebouy 164 27.3

2. Colgate 201 33.5

3. Ayur 132 22

4. Lux 121 20.167

5. Close-Up 167 27.84

6. Clinic Plus 103 17.67

7. Fair Glow 113 18.84

8. Hamam 113 18.84

9. Clinic All Clear 94 15.6

10. Breeze 89 14.84

11. Chick 96 16

12. Pantene 22 3.67

13. Binaca 137 22.5

14. Pepsodent 97 16.17

15. VJ-John 33 5.5

16. Old Spice 20 3.34

17. Gillette 10 1.66

18. Palmolive 29 4.84

167

Fig 5.23: showing rural consumers using various brands of toiletteries

Respondents have been asked for the brands which they use for the toiletries

they use. The most used brand in that context came out is lifebuoy in case if

soaps and close-up in the case of toothpaste. Also they are followed by

HAMAM and BINACA. This analysis shows the range of brand used by the

rural population. There are some brands which are outdated in urban areas

but still they have large consumer base in rural areas. There are some factors

which make rural people stick to few brands, those factors would be

discussed in further analysis.

168

Ques. 4. How Often you Use toiletries?

Table 5.24: Table showing the frequency of brands of toiletteries used.

Particulars NO’s. %age

Everyday 600 100%

Once in 2 days 0 0%

Weekly 0 0%

Fortnightly 0 0%

Occassionally 0 0%

Being the products of bare minimum need, toiletries are used on the daily

basis. It is because of sops and toothpastes being used by consumers daily.

May be shampoos and shaving creams are not used with same frequency but

substantially toiletries are used on daily routine basis.

169

Ques.5. Rank the factors which influence you to purchase Toiletteries?

(Give 1 to most influencing factor and 8 to the least)

Table 5.25: Table showing the ranking of factors influencing the rural

consumers to purchase Toiletteries

S.No Factor Sum of the

Ranks

Overall Rank

1. Price 1742 2

2. Availability 2590 5

3. Lasting Effect 3491 7

4. Brand Image 2315 3

5. Packaging &

Design

4246 8

6. Discount & Offers 1602 1

7. Advertisement 2341 4

8. Celebrity

endorsement

3273 6

The overall ranking has been obtained by getting the sum of the ranks (from

master table) that has been given to the factors by the respondent. The least

sum symbolizes the greatest influence of the factor. Here discount & offers

have the rank 1nd so it is the most influencing factor for the consumer to buy

the toiletry brands. 2rd influencing factor is price. Of course price is the related

feature of discounts and offers but still have its distinct presence. On 3 and

4th we have brand image and advertising of the brand to influence to buy it.

The least influencing factor came out to be the celebrity endorsement; this

may be due to the less interest of the rural people in celebrities.

170

Ques6: From where you collect information about toiletries

Table 5.26: table showing responses of rural consumers regarding

information collection.

S.No Source Response %age

1. Television 409 68

2. Word of Mouth 313 2

3. Salesman 99 16.5

4. Gift From

Relatives

53 8.8

5. Fairs 82 13.7

6. Hoardings 73 12.2

7. Others( Kirana

Stores)

135 22.6

Fig 5.26: showing responses of rural consumers regarding information

collection.

171

The source of information may influence people to buy or not to buy the

product. It is an important factor to be considered, from where people get the

information regarding brands and products. The result came out of the survey

is, the most open source is television and of course the advertisements being

telecasted on it. Secondly, in rural areas, word of mouth does play a

contributing role with 52% of respondents in its part. Another bigger segment

is KIRANA STORES. People use to get articles usually from small pop and

mom stores which are very much prominent in rural localities. Hence 23 % of

people get the information from kirana stores also.

172

Ques 7: How many Brands do you know of toiletteries?

Table 5.27: Table showing the brand awareness regarding Toiletteries

Fig: 5.27 Table showing the brand awareness regarding Toiletteries

This analysis is done to get the brands recall in the minds of people. For this,

brand has to serve the masses for ages. Same is done by COLGATE as it

has got maximum people at its side. When people recall their brand

preference, Colgate comes at first. It is followed by lifebuoy (as a red soap) in

S.No. Brand No. Of Respondents

1. Colgate 133

2. Lifebuoy 120

3. Lux 115

4. Ayur 40

5. Clinic Plus 82

6. Close-up 110

173

the minds of people. Lux being very old brand is also recognized by people a

lot. It is evident from the above outcome and diagram thus made

Ques 8: Do you change your brand?

Fig 5.28: Figure showing change of brands of rural consumers

430 people out of 600 say that they do not change their brand which they are

using. It shows that maximum people are brand loyal in rural areas. They stick

to the brand and try to get the maximum satisfaction out of it. These 430

people have some factors influencing them to not to change the brand. And

on the other side we have 170 people who say that they change their brand

depending upon various issues and points. Those points will be discussed in

further analysis.

174

Ques.9.If yes, how often you change your brand?

Table 5.29: Table showing the frequency of people changing their

brands.

S.No Particulars No’s.

1. Usual Waiver 19

2. Every Month 60

3. 2-4 months 74

4. 5-10 months 17

5. After an year or so 0

Fig. 5.29:

Talking about the 170 people who change their brand frequently, this question

was framed to know their frequency of changing the brand. 44 % says that

they change their brand between 2-4 months of period. 35% people say that

they change every month. For the option “year or so” we don‟t have any

respondent. It may be because; people do not give this much long try to any

brand they use. We have 11 % usual waiver. It is due to the availability of new

offers and discounts. People take advantage of cut throat competition

175

between brands. In between we have a 10 % person who changes their brand

in 5-10 months. It is due to seasonal change majorly.

Ques.10. Rank the factor which influence you to change your Toiletteries

brand. (Rank 1 to the most influencing & 6 to the least)

Table 5.210: Table showing the factors influencing to change brands of

Toiletteries


1 Boredom 846 5


3 New Launch 517 4


5 With Trend 482 3

6 Season 479 2

Taking into consideration the factors that influence people to change their

brands, we have “recommendations” at the top. The 2 most factor influencing

the people is the change in the season. Also trends make a considerable

contribution; it is due to the shift of preferences of people and the introduction

of new version of the toiletry for example introduction of gel toothpastes. Here

again celebrities don‟t have an impact over the people to stimulate them to

change the brand. So it lies at last on the scale of ranking. Boredom is the

one of the factors but not well influencing, because people are more

concerned about the utility of the product rather than any enjoyment while

using it. New launch lies somewhere in between, because the new launched

products reach the villages somehow late and have a selective influence.

176

Ques.11. Rank the factors that influence you to stick to one brand. (Rank

1 to the most influencing & 6 to the least)

Table 5.211: Table showing the factors influencing the rural consumers

to stick to a particular brand

S.No. Factors Sum of Ranks Overall rank

1 Price I 1142 I 2

2 Purpose 1449 4

3 Brand Image 909 1

4 Lasting 1392 3

5 Color/Desig I 2193 I 6

6 Exclusivenes 1966 5

Brand image is the most influencing factor for rural consumers to stick to the

brand. May be the perception could have been different because of rural front.

But it is astonishing to notice that rural people have brand recognition.

Secondly, the price as always, is the influencing factors being on 2nd rank.

This is because of low standard of living and less income inflow; people are

inclined towards best pricing products. Lasting effect in the case of shampoos

make sense here because it is used at some interval of time by the people.

Toiletries which are daily used are also taken into lasting effect because of

advertisements showing the longer protection of teeth and long lasting

refreshing soaps. The least influencing factor here is color and design of the

product and its package. People are seldom moved by the appearance of the

product, though package makes a distinct image of product but still people are

not inclined towards it.

177

Ques.12. Brand you use the most is……………

Table 5.212: Table showing the no. of respondents using a particular

brand

Fig 5.212: showing the no. of respondents using a particular brand

Brand which people use the most is lifebuoy, it is because lifebuoy is serving

the masses since ages and have made its distinct image of “red soap” in the

minds of people. The 2nd factor why lifebuoy is used the most is its price. It is

the cheapest bathing soap available in market. 2rd most sold product is

Colgate toothpaste. It has the same story as Lifebuoy. 2 decades back when

trend of toothpaste started; Colgate was the first mover to gain the advantage.

So for that reason, still people ask for Colgate as a toothpaste brand. The 3

S.No. Brand No. of Respondants

1 Lifebuoy 132

2 Colgate 117 3 Ayur 105 4 Lux 81 5 Close-up 92 6 Clinic Plus 73 total 600

178

brand and shampoo that is maximum used in rural areas is AYUR. Being

cheapest and readily available, ayur has the good customer base.

Ques.13. Rate your particular brand on the scale of following factors.

Table 5.213(a): Table showing the price factor

Price

Particular No. Of resp. Resp Score

Very High 68 68 X 1 = 68

High 122 122 X 2 = 244 Neutral 294 294 X 3 = 882 Low 87 87 X 4 = 384 Cheapest 29 29 X 5 = 145 Total 600 1723

Mean Score = Total Resp. Score / Total No. Of Resp. = 1723 / 600 = 2.87

2.87

1 2 3 4 5

Price

Rating the particular brand on the basis of price shows some mix results. 294

people stayed neutral, as they couldn’t make up to any decision whether price

they are paying is justified or not. 68 persons say that price they are paying is

very high. 122 respondents rate their product’s price as high. 87 and 29

people say that their product has low and cheapest price respectively in the

industry. This analysis is dependent upon the living standard and financial

condition of the respondent. The mean score of the analysis came out to be

2.87 and it is nearby 3 which means that maximum population has opted for

neutral option. They have selective availability so don’t have access to other

cheaper brands available in the urban areas.

179

Product

Table 5.213(b):- Table showing the Product differentiation Factor


Very Much 53 53 X 1 = 53

Quiet Diff. 199 199 X 2 = 398 Neutral 123 123 X 3 = 369 Some diff. 225 225 X 4 = 900 Almost same 0 0 X 5 = 0 Total 600 1720

Mean Score = Total Resp. Score / Total No. Of Resp. = 1720 / 600 = 2.86

2.86

1 2 3 4 5


Maximum people i.e. 38%, think that brand they are using is somehow different

from the other versions available in market. The basis for this generalization is

the utility of the product. And utility depends upon the expectation of the

consumer. So it is again varying from person to person. 199 people say that

their brand is quite different from other brands; it has got its different image. And

53 people says that their brand has an exclusive image and extensively

different from other brands. 123 people did not comment on this variable, it

may be due to the less relevance of product differentiation in their minds.

180

AVAILABILITY

Table 5.213(c):- Table showing the Availability Factor

2.006

1 2 3 4 5

Availability

39 % people said that their brand is readily available in the market. This could

be the most influencing factor for them to buy that brand. 29 % respondents

said that their brand is normally available and only 5 % have their separate

experience regarding their brand. May be the brand they are using, they are

getting it from their relatives or some other source outside their locality. If we

count the numbers of highly available and often available, we have maximum

people saying that their brand is readily available. From this we can interpret

that people are using that brand which is frequently available to them at the

ready access.

Particular No. Of resp. Resp. Score

Highly Available 230 230 X 1 = 230

Often Available 161 161 X 2 = 322 Normally 176 176 X 3 = 528 Less Available 31 31 X 4 = 124 Not at all 0 0 total 600 1204

Mean Score = Total Resp. Score / Total No. Of Resp. = 1204

/ 600 = 2.006

181

PROMOTION

Table 5.213(d):- table showing the promotion factor

2.76

1 2 3 4 5

Promotion

Maximum people i.e. 37 % are saying that brand they use is highly promoted.

This is the influencing factor for them to buy that brand. 29 % people said that

their brand is lowly promoted; it is because the brand they are using is

available and has already created its image very well. 90 people say that

their brand is highly promoted. This variable can be linked with the information

gathering medium of the consumers. The access to the information mode is

deciding factor regarding the promotion of the product. Maximum

advertisements are being telecasted on television, may be people don’t have

access to this facility who says that their brand is negligibly promoted.

Particular No. Of resp. Resp. Score

Extensive 90 90X 1 = 90

High 225 225 X 2 = 450 Moderate 69 69 X 3 = 207 Lowly Promoted 171 171 X 4 = 684 Negligible 45 45 X 5 = 225 total 600 1656

Mean Score = Total Resp. Score / Total No. Of Resp. =

1656 / 600 = 2.76

182

Ques.14. Rate your overall satisfaction on the scale below.

Table 5.214: Table showing the satisfaction level

2.47

1 2 3 4 5

44 % of the respondents say that they are satisfied with the brand they are

using. 36% population went neutral because they don’t have any positive or

negative perceptions regarding the brand. 10 % said that they are highly

satisfied and 7 % said that they are dissatisfied. We have 3 % people saying

that they are highly dissatisfied but still they are using the brand, it may be

due to non availability of the alternative. Here is the potential which can be

catered by FMCG producers by sensing the needs of dissatisfied consumers

and making them satisfied to increase their sales base. Rural consumer

keep high level of attitude towards their toiletry products, it is evident from the

above analysis that how seriously they take interest in their usage pattern,

their changing pattern, and their influencing factors and at last their overall

satisfaction.

Particular No. Of resp Resp.Score

Highly Satisfied 60 60 X 1 = 60

Satisfied 266 266 X 2 = 532 Neutral 218 218 X 3 = 654 dissatisfied 40 40 X 4 = 160 Highly Dissatisfied 16 16 X 5 = 80 total 600 1486

Mean Score = Total Resp. Score / Total No. Of Resp. =

1486 / 600 = 2.47

183

5.3 DATA ANALYSIS & INTERPRETATION Of Perfumes

Table 5.31 showing the no. of respondents using perfumes

Response

No. of respondents Percentage (%)

Yes 351 58.5

No 249 41.5

Total 600

Fig 5.31 showing the no. of respondents using perfumes

Interpretation

As it is clear from the table that only 58.5% respondents are using the

perfumes rest 41.5% of the respondents are not using perfumes.

184

Table 5.32 showing the perfume product use by respondents

Fig 5.32 showing the perfume product use by respondents

FEMALE Nos. %age

Perfumes 63 18

Deodrants 44 13

Scents 34 10

Aroma oils 12 3

Cologne 0

MALE Nos. %age

Perfumes 48 13

Deodrants 130 37

Scents 20 6

Aroma oils 0

Cologne 0

185

Use of Perfume product

0

20

40

60

80

100

120

140

Perfumes Deodrants Scents Aroma oils Cologne

Product Category

No

. o

f R

es

po

nd

en

ts

Female

Male

Interpretation

It is clear from the above chart that 13% of male respondents are using

perfumes while 18% of women are using perfumes as comparative to 37% of

deodorants for males and 13% for females. Only 6% of males and 10% of

females are using scents while no one is using the cologne product.

186

Table 5.33 showing the perfume product brand use by respondents

Fig 5.33 showing the perfume product brand use by respondents

Nos.

0

20

40

60

80

100

120

Axe Rexona Wild stone Denver Imported brand Local brand

Brands

No. of R

esposes

Nos.

Interpretation

Respondents have been asked for the brands which they use for the

perfumes. The most recognized used brand in that context came out is

Rexona followed by Axe. This analysis shows the range of brand used by the

rural population.

S.No. BRAND Nos.

1 Axe 65

2 Rexona 97

3 Wild stone 21

4 Denver 13

5 Imported brand 102

6 Local brand 81

187

Table 5.34 showing the perfume product frequency

PARTICULARS Nos. %age

EVERYDAY 351 100 %

Once in 2 Days 0 0 %

WEEKLY 0 0 %

FORTNIGHTLY 0 0 %

OCCASSIONALLY 0 0 %

Fig 5.34 showing the perfume product frequency

Interpretation

As it is clear from the above data that People frequently use their perfume

product every single day.

188

Table 5.35 Showing the ranking of the factors which influence to

purchase perfumes

Interpretation

The overall ranking has been obtained by getting the sum of the ranks (from

master table) that has been given to the factors by the respondent. The least

sum symbolizes the greatest influence of the factor. Here lasting effect have

the rank 1st so it is the most influencing factor for the consumer to buy the

perfume brands. 2nd influencing factor is discounts and offers. Of course price

is the related feature of discounts and offers but still have its distinct presence

on 3rd no. and 4th we have brand image and advertising of the brand is on 7

place. The least influencing factor came out to be the packaging & Design.

S. NO. FACTOR SUM of the

Ranks

Overall rank

1 Price 1557 3

2 Availability 1702 5


4 Brand Image 1648 4

5 Packaging & design 2246 8

6 Discount & offers 1502 2

7 Advertisement 1954 7

8 Celebrity endorsement 1766 6

189

Table 5.36 showing the medium of Information collection

S.No. SOURCE RESPONSE

1 Television 232

2 Word Of Mouth 97

3 Salesman 118

4 Gift From Relatives 117

5 Fairs 43

6 Hoardings 34

7 Others 102

Fig 5.36 Showing the medium of Information collection

RESPONSE

0

50

100

150

200

250

Television Word Of

Mouth

Salesman Gift From

Relatives

Fairs Hoardings Others

Medium of Information

No

. o

f R

es

po

ns

es

RESPONSE

Interpretation

The source of information may influence people to buy or not to buy the

product. It’s an important factor to be considered, from where people get the

information regarding brands and products. The result came out of the survey

190

is, the most open source is television and of course the advertisements being

telecasted on it. Secondly, in rural areas salesman and word of mouth forms

greater importance over here.

Table 5.37 Showing the Top of mind analysis of various perfume

products

S.No. BRAND No. Of Respondants

1 Rexona 137

2 Axe 66

3 Local Brand 121

4 Wildstone 27

Fig 5.37 Showing the Top of mind analysis of various perfume products

Interpretation

This analysis is done to get the brands recall in the minds of people. When

people recall their brand preference, Rexona comes at first. It is followed by

191

Axe in the minds of people and Local brands also which is further followed by

wildstone.

Table 5.38 showing the respondents who change their brands

Fig 5.38 showing the respondents who change their brands

Nos.

212, 60%

139, 40%

NO

YES

Interpretation

212 people out of 351 say that they don’t change their brand which they are

using. It shows that maximum people are brand loyal in rural areas. They stick

to the brand and try to get the maximum satisfaction out of it. These 212

people have some factors influencing them to not to change the brand. And

on the other side we have 139 people who say that they change their brand

depending upon various issues and points.


1 NO 212

2 YES 139

Total 351

192

Table 5.39 Showing frequency of changing the brand


1 Usual Waiver 63

2 Every Month 41

3 2-4 months 22

4 5-10 months 13

5 After an year or so 0

Total 139

Fig 5.39 Showing frequency of changing the brand

Frequency of changing the brand

63, 46%

41, 29%

22, 16%

13, 9% 0, 0%

Usual Waiver

Every Month

2-4 months

5-10 months

After an year or so

Interpretation

Talking about the 139 people who change their brand frequently, this question

was framed to know their frequency of changing the brand. 22 % says that

they change their brand between 2-4 months of period. 16% people say that

they change every month. For the option “year of so” we don’t have any

respondent. We have 46 % usual waiver. It is due to the availability of new

193

offers and discounts. People take advantage of cut throat competition

between brands.

Table 5.310 Showing the ranking of the factors which influence to

change brand

Interpretation

Taking into consideration the factors that influence people to change their

brands, we have “boredom” at the top. The 2nd most factor influencing the

people is the recommendation. Also trends make a considerable contribution;

it is due to the shift of preferences of people and the introduction of new

version of the perfumes. Here again celebrities don’t have an impact over the

people to stimulate them to change the brand. So it lies at second last on the

scale of ranking.


1 Boredom 312 1


3 New Launch 528 4


5 With Trend 432 3

6 Season 632 6

194

Table 5.311 Showing the ranking of the factors which influence to stick

to particular brand

Interpretation

Lasting effect is the most influencing factor for rural consumers to stick to the

brand. Secondly, the purpose and price as always, is the influencing factors

being on 2nd and third spot. The fourth influencing factor here is color and

design of the product and its package which is followed by brand image and

exclusiveness at the last preference state.

S.No. Factors Sum of Ranks Overall rank

1 Price 756 3

2 Purpose 612 2

3 Brand Image 940 5


5 Color/Design 878 4

6 Exclusiveness 1078 6

195

Table 5.312 showing the brand use the most by respondents

S.No. Brand No. of Respondants

1 Rexona 107

2 Axe 82

3 Wildstone 21

4 Local Brand 67

5 Imported brand 74

Total 351

Fig 5.312 showing the brand use the most by respondents

No. of Respondants

107, 31%

82, 23%21, 6%

67, 19%

74, 21%

Rexona

Axe

Wildstone

Local Brand

Imported brand

Interpretation

As it is clear from the above table that brand which is used the most is

Rexona closely followed by Axe. Although some local and International

brands which they didn’t remember as such also forming their importance

there.

196

Price

Table 5.313 showing the rating of particular brand on scale of various

factors


Very High 109 109 X 1 = 109

High 75 75 X 2 = 150

Neutral 77 77 X 3 = 231

Low 58 58 X 4 = 232

Cheapest 32 32 X 5 = 160

total 351 882

Mean Score = Total Resp. Score / Total No. Of Resp.

= 882 / 351

= 2.51

2.51

1 2 3 4 5

Interpretation

Rating the particular brand on the basis of price shows some mix results. 77

people stayed neutral, as they couldn’t make up to any decision whether price

they are paying is justified or not. 109 persons say that price they are paying

is very high. 75 respondents rate their product’s price as high. 58 and 32

people say that their product has low and cheapest price respectively in the

industry.

This analysis is dependent upon the living standard and financial

condition of the respondent. The mean score of the analysis came out to be

2.51 and it is nearby in middle of high price and neutral.

197


Particular No. Of respondent

Very Much 57

Quiet Diff. 73

Neutral 104

Some diff. 64

Almost same 53

total 351

Mean Score= 2.95

Interpretation

Maximum people i.e. 104 think that brand they are using is neutral from the

other versions available in market. The basis for this generalization is the

utility of the product. And utility depends upon the expectation of the

consumer. So it’s again varying person to person. 73 people say that their

brand is quite different from other brands, it has got its different image. And 57

people says that their brand has an exclusive image and extensively different

from other brands.

198

Availability


Highly

Available

147

Often Available 112

Normally 77

Less Available 15

Not at all 0

total 351

Mean score= 1.88

Interpretation

42 % people said that their brand is readily available in the market. This could

be the most influencing factor for them to buy that brand. 32 % respondents

said that their brand is normally available.

199

Promotion


Extensive 67

High 159

Moderate 58

Lowly

Promoted

40

Negligible 27

total 351

Mean score= 2.43

Interpretation

Maximum people i.e. 45 % are saying that brand they use is highly promoted.

This is the influencing factor for them to buy that brand. 11 % people said that

their brand is lowly promoted; it is because the brand they are using is

available and has already created its image very well.

200

Table 5.314 showing the overall satisfaction of product


Highly Satisfied 87

Satisfied 162

Neutral 48

dissatisfied 35

Highly

Dissatisfied

17

total 351

Mean Score= 2.22

Interpretation

46 % of the respondents say that they are satisfied with the brand they are

using. 14% population went neutral because they don’t have any positive or

negative perceptions regarding the brand.

25% said that they are highly satisfied and 10 % said that they are

dissatisfied. We have 5 % people saying that they are highly dissatisfied but

still they are using the brand.

201

4.4 Data Analysis and Interpretation for Hair Oil

Objective 1: To analyse the brand awareness of rural consumers for hair

oil

Table 5.41 Showing consumers using Hair oil. (N=310)

Analysis: 100% of respondents use hair oil

Fig. 5.41 Showing consumers using Hair oil.

Interpretation:Hair oil is among the commonly used products in rural areas.

Almost everyone in the rural villages uses hair oil.

Options No. of Respondents

Yes 310

No 0

Total 310

0

50

100

150

200

250

300

350

Yes No

No. of Respondents

Option

Hair Oil Users

Hair Oil Users

202

Table 5.42 Showing awareness regarding Different Brands of hair oil in

market (N=310)

Options Responses

Dabur Amla 278

Bajaj Almonds 255

Parachute 197

KeoKarpin 56

Navratan 98

Dabur Vatika 228

Dabur Anmol 89

Hair & Care 232

Clinic All Clear 42

Others 32

Total 310

203

0

50

100

150

200

250

300

No

. o

f R

esp

on

ses

Brand of Hair oil

Awareness regarding different brands

Responses

Fig. 5.42Showing awareness regarding different brands of hair oil in

market

Analysis: There are around 10-15 players in the hair oil market who are

targeting rural consumers. Consumers are aware of many brands of hair oil.

Interpretation: The most prominent players are Dabur Amla, Bajaj Almonds,

Parachute, Dabur Vatika, and Hair & Care. Thus companies like Dabur,

Marico, Bajaj and Parachute are dominating players in the rural markets.

204

Table 5.43 Showing different Brands of Hair oil used by rural consumers

(N=310)

Options Respondents

Dabur Amla 82

Bajaj Almonds 70

Parachute 35

KeoKarpin 2

Navratan 12

Dabur Vatika 34

Dabur Anmol 6

Hair & Care 49

Clinic All Clear 12

Others 8

Total 310

205

0

10

20

30

40

50

60

70

80

90

No

. o

f R

esp

on

de

nts

Brand of Hair oil

Users of different brands

Responses

Fig 5.43Showing different Brands of Hair oil used by rural consumers

Analysis:Around 26% of consumers use Dabur Amla, 23% of consumers use

Bajaj Almonds and 16% of consumers use Hair and Care

Interpretation:Around 60% of market share is covered by three players i.e.

Dabur Amla, Bajaj Almonds, and Hair and Care. They are the major players in

the rural markets of Punjab.

206

Objective 2: To understand preferences and attitudes of rural

consumers for hair oil.

Table 5.44: Showinghow often Hair oil is used by rural consumers

(N=310)


Everyday 226

Weekly 55

Fortnight 24

Monthly 5

Occasionally 0

Total 310

Analysis: 72% of consumers are daily users of hair oil and around 18% use it

on weekly basis.

Fig 5.44 Showing how often Hair oil is used by rural consumers

Interpretation:Majority of people uses hair oil on daily basis and thus

consumes large quantity of hair oil. Hair oil is the part of their daily life.

0

50

100

150

200

250

No. of Respondents

Option

How often hair oil is used

how often hair oil is used

207

Table 5.45 Showing the packaging preferred by rural consumers (N=310)


Sachet 32

10-50ml 158

50-100ml 82

100-150ml 23

Above 150ml 15

Total 310

Analysis: Around 51% of consumers prefer 10-50 ml packaging, 26% prefer

50-100ml packaging and 10 % of consumers prefer sachet.

Fig.5.45 Showing the packaging preferred by rural consumers

Interpretation: Rural consumers prefer small packaging as around 50%

wants 10-50 ml packaging. The sachets are prominent in rural markets.

0

20

40

60

80

100

120

140

160

180

Sachet 10-50ml 50-100ml 100-150ml Above

150ml

No of Respondents

Packaging

Packaging preferred

Packaging preferred

208

Table 5.46 Showing the source of information used by a consumer

(N=310)

Analysis: Around 45% of consumers get information from television, and

30% of consumers use word of mouth as source of information.

00.05

0.10.15

0.20.25

0.30.35

0.40.45

0.5

Av

era

ge

Factors

Average

Average

Fig 5.46 Showing the source of information used by a consumer

Interpretation:Television is most prominent source of information and word of

mouth plays important role in the rural markets. Negative word of mouth can

results in decrease in market share. Wall Paintings and hoardings are also

used as source of information

Options

No. of

Respondents

Average

Television 211 0.45

Print Media 23 0.05

Salesman 36 0.07

Word of Mouth 137 0.30

Wall Paintings/Hoardings 56 0.13

Fairs/Haats 0 0.00

Total 310 1.00

209

Table 5.47 Showing how a consumer recall a particular brand of hair oil

(N=310)


By Name 158

By Colour 88

By Logo 12

By Packaging 52

Total 310

Fig 5.47 Showing how a consumer recall a particular brand of hair oil

Analysis: 50% of consumers recall the brand by name, 29% by colour and

17% by packaging.

Interpretation:Along with name, colour and packaging plays important role.

In rural market colour and packaging distinguishes the product from other

players.

0

50

100

150

200

Name Colour Logo Packaging

No. of Respondents

Options

Recall for a brand

Recall for a brand

210

Table 5.48 Showing how often the consumer shift from the Brand(N=310)

Analysis: 94% of consumers do not prefer to change their brand while only

6% of consumers do change their brand.

Fig. 5.48 Showing how often the consumer shift from the Brand


Yes 16

No 294

Total 310

211

Interpretation: Brand loyalty is around 94% in the rural markets of Punjab

and consumers do not change their brand. The consumers buy a product out

of habit.

Table 5.49 Showing the intensity of shifting from the brand by a

consumer(N=16)

Options No. of

Respondents

Usual Wavier 10

Every Month 4

2-4 Months 1

5-10Months 1

After a year or so 0

Analysis: Out of 6% of consumers who change their brand, around 63% do

the usual wavier and 25% changes there brand after a month.

212

Fig. 5.49: Showing the intensity of shifting from the brand by a

consumer

Interpretation: Usual wavier is the problem associated with the consumers

who are not brand loyal and once the consumer continuously uses one brand

for around half year, he does not likes to shift from the brand and becomes

brand loyal.

Objective 3: To determine the various factors influencing the purchase

behavior of rural consumers for hair oil.

Table 5.410: Showing ranking of the preferences given to different

attributes while purchasing hair oil. (N=310)

Options Rank 1

Points 5

Rank 2

Points 4

Rank 3

Points 3

Rank 4

Points 2

Rank 5

Points 1

MEAN

Availability

136*5

88*4

40*3

25*2

21*1

1223/310

= 3.9

0

2

4

6

8

10

12

Usual Wavier Every Month 2-4 Months 5-10 Months After a year or so

No. of Respondents

Option

How often brand is changed

213

Analysis: Mean for Availability factor is 3.9, 2.4 for Price, 2.6 for Celebrity

Endorsement, 2.4 for Discount and Offers and 2.5 for Brand Image.

Fig. 5.410 Showing ranking of the preferences given to different

attributes while purchasing hair oil.

Interpretation: The availability and affordability are two very important factors

in rural areas. The distribution channel of the company should strong enough

to penetrate deep into markets and the price should be comparable with

competitor.

Price

73*5

97*4

69*3

34*2

37*1

1065/310

= 3.4

Celebrity

Endorsement

40*5

49*4

51*3

102*2

68*1

821/310

= 2.6

Discount &

Offers

16*5

55*4

60*3

100*2

79*1

759/310

= 2.4

Brand Image

45*5

21*4

90*3

49*2

105*1

782/310

= 2.5

214

Table5.411 Showing the factors that influence consumer to shift from

the brand. (N=16)

Options Rank 1

Points

6

Rank 2

Points

5

Rank 3

Points

4

Rank 4

Points

3

Rank 5

Points

2

Rank 6

Points 1

MEAN

Boredom

1*6=6

2*5=10

2*4=8

4*3=12

3*2=6

4*1=4

46/16

= 2.9

Recommendation

2*6=12

3*5=15

2*4=8

2*3=6

5*2=10

2*1=2

53/16

= 3.3

New Launch

3*6=18

4*5=20

3*4=12

2*3=6

1*2=2

3*1=3

61/16

= 3.8

With Trend

4*6=24

2*5=10

4*4=16

3*3=9

2*2=4

1*1=1

64/16

= 4.0

Celebrity

Endorsement

5*6=30

4*5=20

3*4=12

1*3=3

2*2=4

1*1=1

70/16

= 4.4

Season

1*6=6

1*5=5

2*4=8

4*3=12

3*2=6

5*1=5

41/16

= 2.6

215

Analysis: Mean for Boredom factor is 2.9, 2.6 for Season, 4.4 for Celebrity

Endorsement, 0.58 for Trend 3.8 for new launch and 3.3 for recommendation.

0 1 2 3 4 5

Boredom

Recommendation

New Launch

With Trend

Celebrity Endorsement

Season

Mean Value

Fa

cto

rs

Mean Value

Fig. 5.411Showing the factors that influence consumer to shift from the

brand

Interpretation:The basic reason behind the usual wavier by the consumer is

celebrity endorsement, trend or a new launch by a company. Any few

changes their brand due to boredom or recommendation by a doctor.

216

Objective: 4 To study the level of satisfaction in purchase of hair oil.

Table5.412. Showing the level of Satisfaction w.r.t to specific attributes

(N=310)

Options

Strongl

y

Disagre

e

Disagre

e Neutral Agree

Strongl

y Agree

Weights -2 -1 0 1 2

Attribute: Availability MEAN

Number of

respondent 24 20 56 128 82

0.72 Total Value -48 -20 0 128 164

Attribute: Price MEAN

Number of

responden

ts 48 58 76 94 34

0.032

Total

Value -96 -58 0 94 68

Attribute: Product Differentiation MEAN

Number of

respondent 79 85 59 56 31

-0.40 Total Value -158 85 0 56 62

Attribute: Promotion MEAN

Number of

respondent 25 36 49 99 101

0.58 Total Value -50 -72 0 99 202

217

Analysis: Mean for availability factor is 0.72, 0.032 for price, -0.40 for Product

Differentiation and 0.58 for Promotion.

Fig. 5.412Showing the level of Satisfaction w.r.t to specific attributes

Interpretation: Consumers are satisfied with the availability of their brand as

the mean value lies between neutral and agree, more tilted to agree. And in

case of price, consumers are neutral. Consumers do not agree with product

differentiation factor and thinks that all hair oils have qualities. Consumers are

somewhat satisfied with promotional activities carried out by the brand.

218

Table5.413. Showing overall level of satisfaction (N=310)

Options

Strongl

y

Disagre

e

Disagre

e

Neutra

l

Agre

e

Strongl

y Agree

MEAN

Weights -2 -1 0 1 2

356/310 =

1.14

Number of

respondent

s

0 8 120 101 81

Total Value 0 -8 0 202 162

Analysis: The mean value lies between strongly agree and agree i.e. 1.14

Fig. 5.413 Showing the overall level of satisfaction

Interpretation: As mean value is more towards satisfied region, we can

interpret that consumers are satisfied with a brand. They do not want to shift

from their brand. The rural customers are brand loyal and they buy the

particular brand of hair oil out of a habit.

chapter 5 5.1 data analysis and interpretation (cosmetics

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