Marketing Mix of Spectra AProject Report OnMARKETING MIX IN SHUKLA INDUSTRIES

Submitted in partial fulfilment for the degree ofBachelors of Business Administration (2013-2015) affiliated toJammu University,

Submitted to Submitted byMr. Shaukat Hussain AkashdeepFaculty of management BBA Part 3rd .Univ.Roll no.306150020

DECLARATIONI hereby declare that the summer training project report MARKETING MIX submitted under the guidance of Mr. Shaukat Hussain is my original work.The preparation of project report is based on my personal findings, interactions with the customers and consultation with eminent scholars and secondary sources.This information has been collected from genuine and authentic sources. The work has been Submitted in partial fulfillment of BACHELORS IN BUSSINESS ADMINISTRATION (B.B.A) of GOVERNOMENT DGREE COLLEGE (BOYS), UDHAMPUR.

Akashdeep

Government Degree College (Boys), Udhampur

CERTIFICATEThis is to certify that Akashdeep s/o SH Rajesh Kumar ,student of B.B.A III, Roll No.306150020, has completed his project report on the topic Marketing mix under my guidance and supervision during the academic year 2015-2016 in the partial fulfillment of requirement for awarding the degree of Bachelors of Business Administration by the University of JammuTo the best of my knowledge the work done by the student is original and will be of valuable source for the scholars and organizations to carry advance research work.

SignatureMr. Shaukat Hussain

Certificate

This is to certify that Akashdeep s/o SH Rajesh Kumar student of B.B.A III Roll No.306150020is a bona fide student of this institute he has completes the project report on the topic MARKETING MIX in SHUKLA INDUSTRIES under the supervision of Lect.SHAUKAT HUSSAIN . For the partial fulfilment of requirement for awarding the degree of Bachelors of Business Administration (2013-2016) affiliated toJammu University.

(Mr. Shaukat Hussain)Lect. In BBAProject incharge

ACKNOWLEDGEMENTThe success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my project work. Whatever I have done is only due to such guidance and assistance and I would not forget to thank them.I respect and thank Mr BIMAL GUPTA, for giving me an opportunity to do the project work in MARKETING MIXand providing us all support and guidance which made me complete the project on time . I am extremely grateful to him for providing such a nice support and guidance though he had busy schedule managing the company affairs.I owe my profound gratitude to our project guide Mr. SHAUKAT HUSSAIN, who took keen interest on our project work and guided us all along, till the completion of our project work by providing all the necessary information about service quality and customer satisfaction in this Organisation.I would like to thank our H.O.D Prof. Yogesh Sharma and principal Mr. S.S.Balwal for always encouraging and supporting us. I am thankful to and fortunate enough to get constant encouragement, support and guidance from all Teaching staffs of Department of B.B.A who helped us in successfully completing our project work.

CONTENTS TABLE

Chapter 1. Introduction An overview onMarketting mix Chapter 2. Company Profile Industrial profile Chapter 3. Research Methodology Research Design Sample DesignChapter 4. Analysis and Interpretation of DataChapter 5. summary of Findings Recommendations Suggestions Conclusion Appendix Bibliography Questionnaire

CHAPTER 1INTRODUCTION

1.1 THEORETICAL ASPECTS REGARDING MARKETING MIXMarketing conceptMarketing concept was founded in 1957 by Jhon B. Mc. Kitterick (CEO General Electric): marketing concept is the philosophy of consumer orientation, philosophy which implies integral and coordinated actions and reaching a certain goal (Lefter, et al., 2006, p. 25). The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. Wants are the form human needs take as they are shaped by culture and individual personality. When wants are backed by buying power they become demands. Marketing definition is based on the following concepts: needs, wants, demands, markets, change, transaction and relations, satisfaction and value, products, services and experiences (Kotler & Armstrong, 2004, p.8).1.2 Marketing mixMarketing is the art and science of selling. Ingredients for a good marketing (according to Philip Kotler) are the 4Ps: product, price, promotion and placement. An effective marketing program combines harmoniously all elements of the marketing mix. Marketing mix is the main instrument of the company for obtaining strong positioning on the concerned markets.Product policy. The authors of the paper: Marketing. Explanatory Dictionary (Florescu, et al., 2003, p.537) define product policy as a decision adopted by manufacturing or commercial companies regarding the size, structure and evolution of the range of goods and services (Lefter, et al., 2006, p.375, 405). Product policy is often compared with the heart of marketing. It has a direct connection with the other elements of the marketing mix.Price policy. Price is a market instrument and an index of the economic and social reality (Lefter, et al., 2006, p.449). Price is the only marketing mix variable which leads to profits, the others are generating only expenses and investments. Price is a very flexible element of the mix and it can be changed rapidly, unlike the product characteristics and the placement activity.Placement policy. Placements role is to assure the necessary balance in the market primarily between demand and supply and between producers and consumers. Another role of the distribution is to streamline the buying selling processes. The advantages of custom sales are: it allows maintaining control over the entire marketing process; it reduces distribution expenses; direct contact of the manufacturer with the consumer, it facilitates market knowing; supporting the factory brand; controlling the price; guaranteeing the quality of the sold products; quality services.The disadvantages of this type of sale are: usage of man y financial resources for trainings, human resources.Promotion policy. Promotion should be seen as a key tool of the marketing mix. The way how the company combines the various promotion components in order to achieve goals, rises the promotional mix.Personal promotion is a form of communication. This is defined as being: o form of communication from one person to another, in which the seller persuades the potential buyer to buy the products and services of the company (Lefter, et al., 2006, p.562).

1. 3 Introductlion to the ProjectDETERGENTA detergent (as a noun) is a material intended to assist cleaning. The term is sometimes used to differentiate between soap and other surfactants used for cleaning. As an adjective pertaining to a substance, it (or "detersive") means "cleaning" or "having cleaning properties"; "detergency" indicates presence or degree of cleaning property.Detergents, especially those made for use with water, often include different components such as: Surfactants to 'cut' (Emulsify) grease and to wet surfaces Abrasive to scour Substances to modify pH or to affect performance or stability of other ingredients, acids for descaling or caustics to break down organic compounds Water softeners to counteract the effect of "hardness" ions on other ingredients oxidants (oxidizers) for bleaching, disinfection, and breaking down organic compounds Non-surfactant materials that keep dirt in suspension Enzymes to digest proteins, fats, or carbohydrates in stains or to modify fabric feel Ingredients that modify the foaming properties of the cleaning surfactants, to either stabilize or counteract foam Ingredients to increase or decrease the viscosity of the solution, or to keep other ingredients in solution, in a detergent supplied as a water solution or gel Ingredients that affect aesthetic properties of the item to be cleaned, or of the detergent itself before or during use, such as optical brighteners, fabric softeners, colors, perfumes, etc. Ingredients such as corrosion inhibitors to counteract damage to equipment with which the detergent is used Ingredients to reduce harm or produce benefits to skin, when the detergent is used by bare hand on inanimate objects or used to clean skin Preservatives to prevent spoilage of other ingredientsSometimes materials more complicated than mere mixtures of compounds are said to be detergent. For instance, certain foods such as celery are said to be detergent or detersive to teeth.

TypesThere are several factors that dictate what compositions of detergent should be used, including the material to be cleaned, the apparatus to be used, and tolerance for and type of dirt. For instance, all of the following are used to clean glass. The sheer range of different detergents that can be used demonstrates the importance of context in the selection of an appropriate glass-cleaning agent: a chromic acid solutionto get glass very clean for certain precisiondemanding purposes such as analytical chemistry a high-foaming mixture of surfactants with low skin irritationfor handwashing of dishware in a sink or dishpan any of various non-foaming compositionsfor dishware in a dishwashing machine other surfactant-based compositionsfor washing windows with a squeegee, followed by rinsing an ammonia-containing solutionfor cleaning windows with no additional dilution and no rinsing ethanol or methanol in windshield washer fluidused for a vehicle in motion, with no additional dilution glass contact lens cleaning solutions, which must clean and disinfect without leaving any eye-harming material that would not be easily rinsed.TerminologySometimes the word detergent is used to distinguish a cleaning agent from soap. During the early development of non-soap surfactants as commercial cleaning products, the term syndet, short for synthetic detergent was promoted to indicate the distinction. The term never became popular and is incorrect, because most soap is itself synthesized (from glycerides). The term soapless soap also saw a brief vogue. There is no accurate term for detergents not made of soap other than soapless detergent or non-soap detergent.The term detergent by itself is sometimes used to refer specifically to clothing detergent, as opposed to hand soap or other types of cleaning agents. Plain water, if used for cleaning, is a detergent. Probably the most widelyused detergents other than water are soaps or mixtures composed chiefly of soaps. However, not all soaps have significant detergency and, although the words "detergent" and "soap" are sometimes used interchangeably, not every detergent is a soap.The term detergent is sometimes used to refer to any surfactant, even when it is not used for cleaning. This terminology should be avoided as long as the term surfactant itself is available.

HISTORY OF DETERGENTThe earliest detergent substance was undoubtedly water; after that, oils, abrasives such as wet sand, and wet clay. The oldest known detergent for wool-washing is stale (putrescent) urine. For the history of soap, see the entry thereon. Other detergent surfactants came from saponinsand ox bile.The detergent effects of certain synthetic surfactants were noted in 1913 by A. Reychler, a Belgian chemist. The first commercially available detergent taking advantage of those observations was Nekal, sold in Germany in 1917, to alleviate World War I soap shortages. Detergents were mainly used in industry until World War II. By then new developments and the later conversion of USA aviation fuel plants to producetetrapropylene, used in household detergents, caused a fast growth of household use, in the late 1940s. In the late 1960s biological detergents, containing enzymes, better suited to dissolve protein stains, such as egg stains, were introduced in the USA by Procter & Gamble.DETERGENT MARKET IN INDIAThe Indian fabric wash products market was a highly fragmented one. There was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars made from vegetable oils accounted for around seven lakh tonnes with synthetic detergents making up the rest. Detergent cakes accounted for 40% of the synthetic detergent used, while powder accounted for the rest. Washing powders were categorized into four segments - economy (selling at less than Rs.25 per kg), mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling at over Rs. 120 per kg). The compact, premium and medium priced segments together accounted for 20% of the volume share and 35% of the value share. The economy segment made up the remaining lion's share of the market. The fabric wash industry in India was characterized by low per capita consumption, especially in rural markets. The major players in the Indian detergent market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a leading petrochemical company based in the south Indian city of Chennai).MARKET SHARE

Major Players: Surf Excel Rin Arial Tide Nirma Wheel

NIRMANIRMA is one of the few names - which is instantly recognized as a true Indian brand, which took on mighty multinationals and rewrote the marketing rules to win the heart of princess, i.e. the consumer.Nirma, the proverbial Rags to Riches saga of Dr. Karsanbhai Patel, is a classic example of the success of Indian entrepreneurship in the face of stiff competition. Starting as a one-man operation in 1969, today, it has about 14, 000 employee-base and annual turnover is above Rs. 25, 00 crores.India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its value-for-money products.Now, the year 2004 sees Nirmas annual sales touch 800,000 tones, making it one of the largest volume sales with a single brand name in the world. Looking at the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma the largest detergent and the second largest toilet soap brand in India with market share of 38% and 20% respectively.Surf ExcelSurf Excel is currently running two campaigns riding on the popularity of the "Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a chord with the consumers. Continuing with the earlier campaign, the new ad features two kids taking a Puddle fight to distract their fighting parents fighting over a car collision. The voice over says " if some thing good happens because of dirt then Dirt is Good". According to a report in agencyfaqs, the creative team had a tough task in continuing a classic campaign and no doubt they have been very successful.The second campaign takes a cue from the World cup. The ad features a group of kids preparing for World Cup 2015.

WASHING POWDER AND CAKE

MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.When Procter& Gamble India (P&G) entered the detergent , market of India at the beginning of the 1990s, the market had just calmed down after a decade long battle between HLLs Surf and Nirma of Nirma Chemicals. Though there were many detergent brands in the market Det, Key, Pont, Chase, Vimal, Vijay, Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc Surf remained the leader and Nirma the challenger. Choosing the price conscious, lower segment as its market and taking advantage of the concessions as an SSI unit, Nirma Chemicals offered a low-priced brand and promoted it aggressively. HLL had to defend Surf with all its might. The company stepped up its promotion of Surf, relying heavily on aspects like quality and value for money. In addition, HLL introduced a low priced brand, Wheel, and positioned it directly against Nirma in the same segment. HLL also introduced Sunlight detergent powder, a brand extension of its Sunlight washing soap taking advantage of its time tested brand image. Yet, within a few years, Nirma garnered a share of 35 per cent of the market and literally shook Hindustan Lever. The latter had been the market leader for years without any significant challenge whatsoever. Also, by then the detergents market of India had grown into a Rs 1,800 crore market. It was into this market that P&G entered with its Ariel as a direct contestant against Surf. In fact, the P&G-HLL battle finally turned out to be one of the major marketing encounters of the 1990s. P&G and Lever, the rivals around the world, were now combating on Indian ground. How did P&G go about marketing Ariel? What marketing strategy did P&G employ? P&G Seeks leadership position in the industry: P&G laid down its marketing strategy in respect of Ariel: P&G aims at making Ariel the leading detergent brand of India, squarely confronting the exiting market leader, Hindustan Lever, and its leading brand, Surf. Our marketing strategy will be centered around this major theme. The company will stick to this plan even if it means sacrificing profits in the short run. P&G put Ariel on the Indian market in 1990, positioning it directly against HLLs Surf.Detergents under scrutiny The virtually unregulated use of pollutant chemicals in the Indian detergent industry is a situation that needs to be quickly reversed, says Toxics Link. October 2002 - Cleanliness has been an important consideration for human beings from time immemorial, but the relation between personal and environmental cleanliness is a less obvious one. Soap making dates back to about 1500 BC, the earliest records indicate that a combination of animal and vegetable oils with alkaline salts was used to form a soap-like material. In ancient India too, people used soap preparations made from plant or animal fats. Modern technology has provided synthetic detergents that have slowly replaced soaps. The first detergents were used chiefly for hand dishwashing and fine fabric laundering. This was followed by the development of all-purpose laundry detergents introduced in the U.S. in 1946. Today, India has a diverse range of detergents available off the shelf. The annual consumption of detergents in India ranges to hundreds of thousands of tonnes. The formal sector with its increasing ability to influence consumers via advertisements is expanding its market share aggressively. The detergent market has evolved into a highly competitive one where a myriad brands vie with each other to get the customers' attention. Each brand claims to clean whiter, boasting of technologically dubious terms such as fighting granules, power pearls, etc. Detergents and healthDetergents are household chemical cleaning compounds used for laundering and dishwashing. They contain wetting agents and emulsifiers, based on non-soap synthetic surfactants. Synthetic detergent powders consist of surface-active agents, builders and fillers. In addition they have additives like anti re-deposition agents, optical fibre brighteners (whitening agents), bluing agents, bleaching agents, foam regulators, organic sequestering agents, enzymes, perfumers, and substances that regulate the density and assure crispness of the material they are used on. A study done to understand the Indian consumers knowledge of harmful effects of detergents on health and environment, showed that 77.6 percent of respondents had experienced some kinds of skin irritation due to detergents. Of these the majority comprised of dhobis and rural women. Conventional laundry detergents leave chemical residues on the clothes. These residues enter our bodies either through the skin or through the lungs. They cause many common health problems including allergies, skin infections and in rare cases, cancer. The fragrances used in laundry detergents can prove allergic and be highly irritating to lungs, causing serious health effects to people with asthma or chronic heart problems. The usual result of a continuous and excessive exposure of the skin to detergents is drying, fissuring and dotting of the keratin layer leading to increased permeability that causes sensitization, which may develop into dermatitis. Elderly people are more susceptible to infections that may lead to developing eczema. Detergents and water pollutionMost laundry detergents in India are phosphate based. Phosphates are a major source of water pollution that has become the direct cause of 42 per cent of human and animal diseases. In India, per capita consumption of detergents in 1994 was 2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural areas the use of detergent bars is expected to grow 7-8 per cent annually. The figures are of concern because high quality detergents have as much as 35 per cent STPP in them. According to Prof Narinder K. Kauschik, Professor emeritus for environmental biology at the Canadian University of Guelph, "the main problem is that of phosphate-based detergents promoting eurtrophication of aquatic environments." Eutrophication or Nutrient pollution is a process by which water bodies gradually age and become more productive. Any natural process like this might take thousands of years to progress but human activities accelerate this process tremendously. The presence of excessive plant nutrients causes pollution of water bodies. These plant nutrients are supplied primarily in the form of phosphorus, nitrogen and carbon to water bodies in various ways. Sewage perhaps is a particular source of phosphorus when detergents containing large amounts of phosphates are drained during washing. The algal boom leads to consumption of the oxygen dissolved in water, creating hypoxic, and at times, near anoxic situation. This can lead to excessive eutrophication that kills the fish, cause odour and increase pathogenic animals.

Seasonal impactsRun-off of phosphates into water streams is not only due to detergents, but also due to fertilizers and manures. Findings show that during the dry seasons when the run-off from agriculture is virtually zero, and manure run-off is down to one fifth of the total annual rate, detergents are responsible for additional loadings of rivers by about 7.3 per cent which poses significant eutrophication impact risks. In India, it is not uncommon to see ponds, lakes and part of rivers choking with algae or other aquatic plants. In the Indian context, this is a grim situation since these water bodies are the primary sources of water for a large section of the population.

CHAPTRE 2COMPANY PROFILE

COMPANY PROFILEBleaching preparations and other substances for laundry use; cleaning, polishing, scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics, hair lotions; dentifrices.Vision, Mision & PhilosophySpectra is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer. This customer-centric philosophy has been well emphasised at spectra through: Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis. Teamwork and active participation all around. Demonstrating belongingness and exemplary behaviour towards organisation, its goals and objectives.Spectra is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in its above mission statement - a statement of sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.PRODUCTSpectra is aptly considered as a marketing miracle and this is reflected in the strength of the brand. Spectra has successfully challenged and changed the conventions of detergents marketing and today leading business schools are analyzing it's strategies to demystify this miracle. Spectra core marketing thrust revolves around prompting consumer trials by offering a good quality product at most competitive price and retaining these new consumers by continuously offering the same 'Value For Money' equation. This is borne by the fact that today Spectra can boast of a strong brand loyalty from its Jammu consumer base. Based on the pragmatic concept of 'Umbrella Branding', Spectra has been increasingly successful in extending its brand equity to other product categories like Premium Detergents, Premium Toilet Soaps, Shampoos, Tooth pastes and Iodized Salt, thus opening new vistas to the field of Brand Building.PRICEIvory tower theories are rethinking their business basics-thanks to chairman of Spectra. Taking on the might of a multinational, his-priced detergent Spectra captured a majority market share arresting the sales and growth of a consumer giants up market brand. Among the greatest success stories in the annals of marketing management in Jammu is that of a low-priced detergent of reasonably good quality which, in the course of a mere decade, put the skids on a product that was considered the pride of a powerful multi-national. The story of Spectra has become a classic as a marketing case-study. And the story of its progenitor is as genuine and romantic a tale of rags-to-riches as one could hope to find anywhere. For harried housewives, struggling to balance their monthly budgets, Spectra came as a boom. It was much cheaper than Surf, which had already gone well out of their reach; and it washed clothes nearly as well. Its cleansing power was far superior to that of the slabs of cheap washing soaps that had been their sole alternative until then. By the early 1990s the burgeoning sales of Spectra reached a rate of growth that was twice or thrice that of the industry in general. Moreover, Spectra operated in the small-scale sector and, therefore saved an enormous amount of excise duty that multinationals had to pay on every kilo of detergent produced. The latter simply could not hope to bring the price down to a level that was attractive enough for the middle and lower-middle classes, which were the bulks segments for Spectra sales.The pricing policy adopted by Spectra for its Spectra washing powder i.e. adequate Quality at an Affordable price has challenged the mighty HLLs Surf.

Industry ProfileDetergent industry refuses to take any action due to a lack of mandatory legislations. As a proactive response to environment risks as result of increasing levels of phosphates, the industry needs to reduce the perilously high phosphate levels of 30 per cent to far lower numbers. Industry representatives have declined to do so on grounds that the amount of phosphate used in northern countries is higher as compared to that in India. The fact is that India relies only on Sewage Treatment Plants (STPs) which are not fully functional even in metropolitan cities unlike northern countries where STPs are installed for every few households. Industry ought to label its products voluntarily for containing phosphate so that it can be left to the consumer to decide. According to Prof. Kaushick strict regulations in North America and Europe makes it mandatory for the multinational detergent industry to produce detergents with nominal phosphate content (or even phosphate-free detergent). The same industry absolves itself of this responsibility in India, where it manufactures detergents with a high phosphate content. The industry vehemently opposes any regulation of phosphate use in detergents. It is not prepared to indicate the percentage phosphate content on detergent packages. Better options - Eco-friendly household cleaning powdersAn environmentally superior detergent is the one that makes use of lesser chemical ingredients. The toxicity of detergents decreases by non-addition of additives like perfumes, colour and brightening agents. Minimal packaging can also reduce environmental harm substantially. Synthetic surfactants may be replaced by non-petrochemical surfactants or vegetable oil soaps; builders like phosphates can be replaced by sodium citrate and sodium bicarbonate; dyes and fragrances can be eliminated or minimized. For a simple formula to make your own detergent, write to Toxics Link. Detergent use can never be a totally non-polluting activity. The consumer needs to be informed that the smaller detergent products can also be the least polluting ones. Consumers must press for implementation of labelling standards and regulation so that they may avail of environmentally friendly choices. Using 'green detergents' that do not contain non-essential additives like perfumes, colour and brightening agents in minimal packaging will go a long way in ensuring a cleaner and healthier environment.

CHAPTER 3RESEARCH METHODOLOGY

The research is based on:- Primary Data1) QuestionnaireSecondary Data Internet Company Reports& Broachers Magazines Newspapers Articles &journals Data is also gathered by talking to the respondents (Target Audience, understanding their beauty needs, what aspire them to go for the brand. Also the level of:- Brand awareness, Price level, Visibility of brand personality. Expectancy of Communication All these factors were the prime criterion for selecting (Which brand??), Short listing and ranking (level of trustworthiness? or most favoured) which had helped us for identifying the winner.

OBJECTIVE OF THE STUDY

1 To study the competitors of spcetra.2 To identify the major players of detergents.3 To study the consumers needs.4 To study the customer perceptions towards spectra.RESEARCH DESIgnOur research is based on the Exploratory Study.Research is exploratory when you use no earlier model as a basis of your study. The most usual reason for using this approach is that you have no other choice. Normally you would like to take an earlier theory as a support, but there perhaps is none, or all available models come from wrong contexts. Exploratory research means that hardly anything is known about the matter at the outset of the project. You then have to begin with a rather vague impression of what you should study, and it is also impossible to make a detailed work plan in advance. The gradual process of accumulating intelligence about the object of study means also that it will be impossible to start by defining the concepts of study. You have to start with a preliminary notion of your object of study, and of its context. During the exploratory research project, these provisional concepts then gradually gain precision. We have collected our data by drafting a questionnaire and thereby interpreted or analyzed or result by using the Microsoft excel.Sample design The sampling procedure used to produce any type of sample Sample size of 80 customers. Sample centre = Jammu city.

CHAPTRE 4DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

1. Classification on the basis of Education, Monthly Income & Occupation: No.Particular Variable No. of Respondents Percentage

1Education Illiterate 56.25%

School Up to 456.25%

School up to 5-9 78.75%

Some collage but not Graduate 2025%

Graduate / PG General 26 32.50%

Graduate/ PG Professional 1113.75%

Not Discussed 6 7.50%

Total 80100

2Monthly incomeUp to- 5,000 78.75%

5001-15000 1113.75%

15001-25000 26 32.50%

25000 and above 36 45%

Total 80100

3.OccupationsService 5 6.25%

Profession 8 10%

Business 1518.75%

Retired 2227.50%

Any Other 3037.50%

Total 80100

Above table Sr. No. 1 shows that the most of the respondents are literate (93.75%) and Sr. No. 2 shows that 45% respondent have monthly income above 25000 whereas 32.50% respondent have monthly income of 15001-25000, 13.75% respondent have monthly income 5001-15000, and 8.75% respondent monthly income is up to-5000 . Above table Sr. No. 3 shows those 27.50% respondents are retired whereas 37.50% are respondent have any other occupation, 18.75% respondent have business, 10% respondent have profession and 6.25% respondent are doing service.

2. Classification on the basis of Detergent Uses: Sr. No. Particular No of Respondents Percentage%

1. Surf Excel 30 37.50%

2. Arial 16 20%

3. Rin 12 15%

4. Tide 810%

5. Spectra4 5%

6. Any Other 5 6.25%

Total80 100%

Above table shows that 37.50% respondent use Surf Excel detergent whereas 20% respondent use Arial, 15% respondent use Rin, 10% are use Tide, 6.25% respondent use any other detergent and 5% respondent use Spectra.

3. Classification on the basis of use of particular Detergent preference reason:

Sr. No.Particular No of Respondents Percentage%

1.Overall good product 4252.50%

2.Overall past good experience 11 13.75%

3.Others good experience 1012.50%

4.Overall good quality in low price 10 12.50%

5.Better distribution channels 78.75%

Total80100%

Above table shows that 52.50% respondent purchase the product because of overall good product. Whereas 12.50% respondent use their particular product because of overall quality in low price, 13.75% respondent use their particular because of overall past good experience,12.50% respondent use their particular because of others good experience, 8.75% respondent use their particular product because of better distribution channel.

4. Classification on the basis of respondent when it use:

Sr. No.Particular No of Respondents Percentage%

1.Monthly1620%

2.Weekly5062.50%

3.Any Other 14 17.50%

Total80100%

Above table show that 62.50% respondents uses their detergent weekly. Whereas 37.50% respondents use their product by any other way.

5. Classification on the basis of basic requirements for detergent while purchase it:

Sr. No.Particular No of Respondents Percentage%

1.Cleanness 25 31.25%

2.Fragrances 10 12.50%

3.Harmfulness to clothes 9 11.25%

4.Harmfulness to hand 14 17.50%

5.Cost 911.25%

6.Packaging 5 6.25%

7.Any other 8 10.%

ToTal80100%

Above table shows that 31.25% respondent use their detergent because cleanness. Whereas 10% respondent use their detergent for any other reason, 11.25% respondent use their detergent for cost, 17.50% use their product for harmfulness to hand, 12.50% respondent use their detergent for fragrances, 6.25% are use their detergent for packaging.

6. Classification on the basis of switching on product:

Sr. No.Particular No of Respondents Percentage%

1.Yes 15 18.75%

2.No 65 81.25%

Total80100%

Above table shows those 81.25% respondents keep switches on their product and 18.75% respondents are loyal to their product.

7. Classification on the basis of influence of advertisement & packaging parameters on choice of customer:

No.Particular No of Respondents Percentage%

1.Cost 45%

2.Fragrances 1417.50%

3.Soft to Hand as well as clothes 2430%

4.Advertisements 2025%

5.Neighbors & Friends 1012.50%

6.Packaging & Quantity 810%

Total80100%

Above table shows that 30% respondents have influence of harmfulness of hand as well as clothes where as 25% respondents have influence of advertisements ,17.50% respondents have influence of fragrance, 12.50% have influence of neighbours, 10% have influence of packaging and quality, 5%have influence of cost

8. Classification on the basis of Awareness harmfulness of detergent on health:

Sr. No.Particular No of Respondents Percentage%

1.Yes 6277.50%

2.No 18 22.50%

Total80100%

Above table shows that 77.50% respondents are aware about the harmfulness of detergent, and 22.5%% respondents are not aware about the harmfulness of detergent.

9. Classification on the basis of preference of purchase as per available distribution channels:

Sr. No.Particular No of Respondents Percentage %

1.Departmental Store 33.75%

2.Super Market 2430%

3.Convenient store 2126.25%

4.Kirana store 32 40%

Total80100%

Above table shows that 40% respondent use kirana store for their purchase of detergent and soap. Whereas 30% respondents use super market for their purchase of detergent and soap, 26.25% respondent use convenient store for purchase of detergent and soap.

10. Classification on the reason for making preferred store:

Sr. No.Particular No of Respondents Percentage %

1.For Discount 1113,75%

2.Variety 27 33.75%

3Service 34 42.50 %

4.Proximity 78.75 %

5.Ambience 11.25 %

Total80100%

Above table shows that 42.50% respondent are prefer the store for Service whereas 13.75% respondent are prefer the store for discount, 33.75% respondent prefer store for variety, 8.75% respondent are prefer the store for proximity and 1.25% respondent are prefer the store for ambience.

11. Classification on the basis of the frequencies of discount & incentives Which Provide By preferred store:

Sr. No.Particular No of Respondents Percentage %

1.Always 00 00

2.Often 9 11.25%

3.Sometimes 4860%

4.Not to all 2328.75%

Total80100%

Above table shows that 60% the respondent get discount and incentives from preferred store sometimes whereas 28.75% respondent not get discount and incentives from preferred store, 11.25% the respondent get discount and incentives from preferred store often.

12. Classification on the basis of Brand Awareness:

Sr. No.Particular No of Respondents Percentage%

1.Surf Excel 80100%

2.Arial 80100%

3.Rin 80 100%

4.Tide 80 100%

5.Spectra80 100%

Total80100%

Above table shows the entire respondents are aware about all brands of detergents and soaps.

13. Classification on the basis of like to switch the detergent if get some promotional schemes: Sr. No.Particular No of Respondents Percentage%

1.Yes 1417.50%

2.No 6682.50%

Total220100%

As per above table we can observe 17.50% consumers switch their products if they got profitable schemes from another brands.

14. Classification on the basis of influence to respondent choice: Sr. No.Particular No of Respondents Percentage%

1.Family2733.75%

2.Friends78.75%

3.Advertisements1620%

4.Schemes1113.75%

5.Self1923.75%

Total80100%

Above table shows that 20% respondents have influence of advertisements to their choice whereas 33.75% respondents have influence of family to their choice, 13.75% respondents have influence of scheme to their choice, and 23.75% respondents have influence of their own experience and in last % respondent are influence by their friends opinions.

CHAPTER 5FINDING OF THE PRESENT STUDY

THE FINDING OF THE PRESENT REVEALED THE FOLLOWING

The study reveals that 39.09 percent of the respondents prefer Surf Excel, 16.36 percent of the respondents prefer Arial, 14.54 percent of the respondents prefer Rin, 13.63 percent of the respondents prefer Tide and 4.54 percent of the respondents prefer Sepctra, maximum are satisfied with the brand they are using Surf Excel. 20% respondents have influence of advertisements to their choice whereas 33.75% respondents have influence of family to their choice, 13.75% respondents have influence of scheme to their choice, and 23.75% respondents have influence of their own experience and in last % respondent are influence by their friends opinions. 60% the respondent get discount and incentives from preferred store sometimes whereas 28.75% respondent not get discount and incentives from preferred store, 11.25% the respondent get discount and incentives from preferred store often.

SUGGESTIONSSUGGESTIONS: 1) The all detergent brands organization in Jammu city need to promote their products on price plank without compromising quality of product. 2) The marketers need to implement promotional strategies like discounts, offers, coupons, exhibitions, road shows & arrange product trials to attract more consumers of Jammu city. 3) The organizations also need to give attention towards packaging design, advertising on local media, celebrity endorsement activities which effectively attract consumers.

CONCLUSION CONCLUSIONThe respondents are much aware about the household care. In FMCG includes all consumable household care items which people buy at regular basis for everyday use. The detergent and soaps is most common & needed on daily basis for cleaning clothes in whole world. Now days detergent market is grown up because consumer much aware about cleaning. Detergent and soaps organization presents their new improved products which contain all required features by the consumers. Detergent is demanded from both rural & urban areas. The consumers of Jammu city purchase detergent for monthly use which depends on gentle washing of tough stains, quality, safety, fragrance, packaging & most of advertisement of brand. The most of the consumers use Surf Excel, Aerial & Rin for cleaning office ware which are very expensive but consumers believes in detergent quality. The some consumers use spectra which is economy type of detergent, soaps & good for cleaning regular clothes. The consumer which are not satisfied with current detergent brand, switch current brand with another brand for satisfaction. The all consumers behavior of purchasing detergent brand affected by the various factors which are familys choice, brand advertisement on Television, Radio, Newspaper etc., various schemes like various discounts, offers, coupons etc. & their self-need satisfaction. The detergent brand organization of Jammu city need to analyze consumer buying behavior continuously to understand their expectations & makes changes in organization marketing policies to retain & attract more customers towards them.

LIMITATIONS OF THE STUDYLIMITATIONS OF THE STUDYDuring conducting this research I come across the following limitations: -1. The research period was a short period to carryout study with almost precautions.2. Sometime the respondents are not available at their place.3. Very often the responded do not express their true feelings, in such case their habit, preference, practice cannot be assessed correctly.4. Some of the respondents refuse to give the important information best known to them.However in spite of these limitations all efforts have been put to make the report correct, genuine, and fulfilling the objectives of the reports.

BIBLIOGRAPHY1. . Websites1. http://en.wikipedia.org/wiki/Consumer_behaviour 2. http://www.businessdictionary.com/definition/consumer-buying-behavior.html 3. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C 4. www.google.com 5. http://en.wikipedia.org/wiki/detergent_powder#p-search

ANNEXUREQUESTIONNAIRES

1. Educationa. Illitaretaeb. School up to4c. School upto 5-9d. College but not graduatee. Graduatef. Pg professional2. Monthly Incomea. Upto 5000b. 5001-15000c. 15001-25000d. 25000 and above3. Occupations:a. Serviceb. Professionc. Businessd. Retirede. Any other4. Which detergents and soap usesa. Surf excelb. Arialc. Rind. Tidee. Spectraf. Any other5. How particular deteregent and soaps prefernce reasona. Overall good productb. Overall past good experiencec. Other good experinced. Overall good quality in low pricee. Better distribution channel6. When it usea. Weeklyb. Monthlyc. Any other7. Basic requirements for detergents while purchase it.a. Cleannessb. Fragrancec. Harmfulness to clothesd. Hamrfulness to hande. Costf. Packagingg. Any other8. Swirtching on producta. Yesb. No9. Influence of advertisement and packaginga. Costb. Fragancesc. Soft to hand as well as clothes10. Awareness harmfulness of detergent on health a. Yesb. No11. Preference of purchase as per available distribution channelsa. Departtmental storeb. Super Marketc. Convenient stored. Kirana store12. Reason for making preferred storea. For discountb. Varietyc. Serviced. Proximitye. Ambience

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