Report On Consumer Behaviour Assignment

Product: Soap

Submitted To: Mr. Ranjan Choudhary

Submitted By: 224 223 197 Neha Agrawal Abir Mukhergee Pankaj

229 Chandrika gailot Saurabh Agrawal

Objective
With the increasing consumer base, companies have started innovating to fight their existence in the market. Customers today have grown intelligent and the suppliers need to cope with their increasing wants and demands. In such a cut-throat competition, for a brand or product to survive requires it to be a pioneer in certain parameters. These might include quality, price, perception, brand value, availability, user satisfaction and so on, depending on the type of the product and the type of target segment. Thus its very important to analyse what is the decision-making process of a customer before he/she buys a product. What are those factors that make a brand a success? How does it achieve that position? To answer these questions, we have interviewed a customer for a soap market. This will help us decide, to a certain extent, the customer brain as a number of soap brands are available in market, and still a few occupy the majority share.

Interview
Q1. NameAgeGenderQ2. Q3. Q4. 27 Male Pankaj Singh

Which bathing soap do you use? Pears Since when are you using this brand? Since childhood How did you come to know about this product? Advertisements TV * Radio Magazines Hoardings Others recommendations Any other (please specify)?

Q5. Rate these factors on the basis of their importance behind your decision making

Cost Fragrance Foam/ Lather Colour/ Transparency Glycerine Medicinal Others (specify) Q6.

3/10 7/10 5/10 3/10 7/10 7/10

Has this soap solved any problem you faced earlier? If yes elaborate I had some problem of oily skin especially during summers. This soap has good work towards removing extra moisture from skin. It helped me a lot.

Q7.

Do you think you have made an informed decision? If yes, what all information did you gather? Its an information by own experience. It has a very good effect on skin. Price is a standard good quality price. Its TV ads are also not very cheap i.e. its target audience is the one who knows about soaps, its effects.

Q8.

How do you categorize your decision? Casual Careful *Influenced by experience

Q9.

Does your soap act as a status symbol for you? Definitely

Q10. What do you feel is the X- factor of your soap? Gentle effect on skin Q11. From where do you usually buy your soap? Super market/ Mall *Mom and pops stores Q12. If the soap you use is not available in the store, will you buy any other soap? No Q13. Are you sensitive to price fluctuations? Sensitive to more than 20% fluctuations

Q14. If the soap stops or reduces it promotional activity, will that affect your decision making process? Not at all Q15. To what extent are you satisfied with the soap which you are currently using? (1=Dissatisfied, 2=Satisfied, 3=expectations surpassed) Cost Fragrance Foam/ Lather Colour/ Transparency Glycerine Medicinal Others (specify) Q16. Will you recommend this soap to others? Yes Q17. Under what circumstances will you change your brand? -If its effect is harmful on skin 2 2 2 2 3 3

Conclusion
The interview went on for about 20 min. We covered the key aspects as to what are the prime factors about a brand that affect a customer the most and drives his/her decision to buy its product. In the soap industry, customers are most affected by the service of the product, that is, the satisfaction of using and applying the soap on the body. Price of soap is never a major differentiation criterion. It is the perception that the brand has created in the minds of customer which is affecting their decision after service. Like pears is liked by the customer as it had kept and fulfilled its promise of providing expected services, but also its advertising is so elegant and pure that it acts as a status symbol for the customer. So quality and service are the major deciders. But then the marketing of the product also matters as it helps differentiating the target market.