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Shubham Aundhekar Group 2 19PGPIM071

Data Analysis

The above data shows that maximum people lie in the category which has income greater
than 5 lakhs & have their age between 18 to 29 years.

Row Labels Money Spent


Female 51
20 - 35 Rs/- 24
35 - 50 Rs/- 15
50+ Rs/- 12
Male 59
< 20 Rs/- 2
20 - 35 Rs/- 22
35 - 50 Rs/- 29
50+ Rs/- 6
Shubham Aundhekar Group 2 19PGPIM071

Following data is related to values chosen by customer.

Row Labels Price Row Labels Brand Row Labels Fragrance Row Labels Appearance Row Labels Brand Ambassador
Female 51 Female 51 Female 51 Female 51 Female 51
1 1 1 0 1 1 1 6 1 20
2 5 2 1 2 6 2 10 2 10
3 18 3 7 3 6 3 19 3 9
4 14 4 22 4 19 4 11 4 7
5 13 5 21 5 19 5 5 5 5
Male 59 Male 59 Male 59 Male 59 Male 59
1 3 1 3 1 4 1 8 1 21
2 5 2 3 2 2 2 4 2 13
3 22 3 6 3 8 3 17 3 13
4 21 4 25 4 22 4 20 4 8
5 8 5 22 5 23 5 10 5 4

Conclusions:
1) Price: Approximately 80% of people think that price as important aspect while
buying soap.
2) Brand: In case of both, Male & Female, Brand is a important selection criteria for
buying a soap. Again around 80% of people look for Brand.
3) Fragrance: Fragrance is also seen as one of the main factor in the selection of soap.
Around 75% customers prefer soap with good fragrance.
4) Appearance: Now when it comes to appearance, people don’t think much about it as
compared to above mentioned values. Only 30 to 40% people choose appearance as a
deciding parameter.
5) Brand Ambassador: As far as choosing of a soap is concerned, neither female nor
male look at who is endorsing brand or who is the brand ambassador.
6) Also from the bar graph shown above states that people use as a Skin care & Beauty
product.
7) One of the above tables also depicts the contrast between Male & Female. Female
don’t want to spend much money for buying soap while Male doesn’t think that.
8) Above conclusions help us to understand that Price, Brand & Fragrance are the most
important Values when a person buys soap.
Shubham Aundhekar Group 2 19PGPIM071

Individual Survey

I have categorised income group in below 3 fields

1. Annual Income below 2 lacs


2. Annual Income between 2 to 10 lacs
3. Annual Income above 10 lacs

Below are the details received by interviewing people on the basis of income groups.

1) Annual Income below 2 lacs: They go to shop & ask for cheapest soap available.
They are not concerned about brand or about the fragrance. Considering price in
mind, they ask for soap which makes maximum lather or foam.

2) Annual Income between 2 to 10 lacs: The middle range people also care for amount
they spend per soap. Usually they also consider Fragrance & Brand on top priority
while purchasing. Families belong to these categories use 2-3 different soaps in their
daily routine.

3) Annual Income above 10 lacs: This income class is ready to pay higher price for
soap quality, brand & fragrance. Sometimes or when they are travelling they use
liquid wash because of easy carrying option. Skin care or Beauty care is the most
important values considered by this class.