DECLARATION

I hereby declare that the project titled To study consumer preference regarding bathing soapsis the original pieceof work done by me & the same has not been previously submitted toany university for fulfillment of any course & that the project shall be liable to be rejected or cancelled if found otherwise.

Place:
Dated:

HARDEEP SINGH

ACKNOWLEDGEMENT

Preservation, inspiration and motivation have always played a key role in the success of any venture. In the present world of competition and success, project work is like a bridge between theoretical and practical working. Willingly I prepared this particular dissertation. First of all I would like to thank the supreme power, the almighty god, who is obviously the one who has always guided me to work on the right path of my life.

(HARDEEP SINGH)

PREFACE

There is fast and rapid change in the security system industry especially regarding the marketing practices of the various companies. The preferences of the customers are fast changing.

Since the industry is fast expanding and its vast scope in the present, the present study has been attempted to examine the marketing practices.

The study is an attempt to the highlight various technologies of security systems and hence the first chapter covers the introduction to the project. In second chapter there is description of company profile. The third chapter deals with the research methodology and hence various factors affecting customer, marketing practices of samples companies & their relative positioning Vs. the factors in analysis part are covered. However finally, the report covers the findings & recommendations for suitable marketing practices in industry.

TABLE OF CONTENTS

Chapters Industry profile Company profile Introduction to the topic Research methodology Analysis and Interpretation Findings Suggestions Conclusion Appendices Bibliography

Page no. 1-8 9-34 35-36 37-40 41-54 55-56 57-58 59-60 61-62

INDUSTRY PROFILE

INTRODUCTION
Soaps have been known for at least for 2,300 years. The Phoenicians prepared it from goats fellow & woods ashes in 600 B.C. & it has been used as an article of barter. Soap was also known in roman empire. Earlier soap was used as a medicine & its use as for washing & cleaning was not recognized until the second century. After Christ the first English soap maker appeared. At the end of 12th century in British soap makers had to pay tax in London & this high tax was abolished in 1853. Early soap makers probably used ashes & animal fats. The soaps were made by boiling & evaporating the mixture of plant ashes containing Potassium Carbonate, fat & water. But now a days, hot caustic alkali solution such as Caustic Soda, acts on natural fats or oils such as vegetable oil to produce sodium fatty & salt (soap) & glycerin. The major raw material for soap manufacture are fat & alkali. Other substances, such as optical brightness, water softness (like ethylene diamine tetracetic acid) and abrasives are often used to obtain specific characteristics. All the techniques used for manufacturing soap require heat. The various processes used for manufacturing the soaps are boiling process, continuous soap making - the hydrolyser process, cold and semi boiled process and in the last are finished operations. Soap is a basic consumer need and have an age old tradition. Our ancestors obtained the basic chemical reactions which occur in modern soap-making simply by combining fat remnants with wood ashes. Continuing scientific discoveries and social changes, over the year been greatly responsible for the developments that have taken place in the industry since, and brought soap, once a luxury, within the reach of everyone.

SOAP INDUSTRY IN INDIA Today, the FMCG sector is the fourth-largest sector in the Indian economy, with an estimated total market size of around Rs450 bn. Further, the growth potential for all the FMCG companies is huge, as the per capita consumption of almost all products in the country is amongst the lowest in the world. Further, if these companies can change consumer's mindset and offer new generation products, they would be able to generate higher growth. Soap industry is one of the oldest Fast Moving Consumer Goods (FMCG) industry in India. It is among the highest penetrated category within FMCG sector reaching an estimated 95% urban and 87% of the rural households. With an array of products in all category of soap markets HUL is the market leader in all category. They are the leaders in economic category with Lifebuoy, in popular category with Lux and in premium category with Dove. There is a paradigm shift taking place in toilet soap industry. The economic category which used to be the most popular category in the past has been experiencing sluggish growth for the past few years. The premium category and the popular category are the sectors which are experiencing high growth rate. The popular and economy segments account for about four-fifths of the entire market for soaps. The future growth of toilet soap is in the premium category. To fight competition, major players HUL, GCPL, Dabur India and Wipro consumer care & lighting are now drawing up fresh game plans. And the accent is clearly on the innovation to gain mind share as well as market share in this overcrowded category.

Introduction to FMCG Industry:

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music Systems, etc. In 2005, the Rs. 48,000-crore FMCG segment was one of the fast growing industries in India. According to the AC Nielsen India study, the industry grew 5.3% in value between 2004 and 2005.

What are FMCG products?

FMCG is an acronym for FAST MOVING CONSUMER GOODS, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper.

Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars

FMCG and its categories:

1. Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps); 2. Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products; 3. Household care fabric wash including laundry soaps and synthetic detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish. 4. Food and health beverages, branded flour, branded sugarcane, bakery products such as bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled water etc, snack food, chocolates, etc. 5. Frequently replaced electronic products, such as audio equipments, digital cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines, etc.

SECTOR OUTLOOK

FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India

ANALYSIS OF FMCG SECTOR

Strengths:
1. Low operational costs 2. Presence of established distribution networks in both urban and rural areas 3. Presence of well-known brands in FMCG sector

Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels 3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.

Opportunities:
1. Untapped rural market 2. Rising income levels i.e. increase in purchasing power of consumers 3. Large domestic market- a population of over one billion. 4. Export potential 5. High consumer goods spending

Threats:
1. Removal of import restrictions resulting in replacing of domestic brands 2. Slowdown in rural demand Tax and regulatory structure

FMCG industry economy

FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry.

Leading FMCG companies

Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

Scope of the Sector

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then. For example, Hindustan unilevers Limited (HUL) has shown a healthy growth in the last quarter. An estimated double-digit growth over the next few years shows that the good times are likely to continue.

Growth Prospects
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care,

and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas.

Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands.

TOP TEN PLAYERS IN FMCG SECTOR

1) Hindustan Unilever Ltd 2) ITC (Indian Tobacco Company) 3) Nestl India 4) GCMMF (AMUL) 5) Dabur India 6) Asian Paints (India) 7) Cadbury India 8) Britannia Industries 9) Procter & Gamble Hygiene and Health Care 10) Marico Industries

Soap Industry In India

Soap is a product that many people might take for granted or consider rather ordinary, but for some, lathering up can be a treasured part of a morning or nightly routine.

Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the United States, soap is a $1.390 million (US$)* industry with over 50 mass market brands. But in some markets the sales potential for soap is only beginning to be realized. At the end 2000, soap was a $1.032 million (US$)* business in India. IFF's marketing experts offer the following overview of this growing category.

Overview of the Indian Soap Category

India is a vast country with a population of 1,030 million people. Household penetration of soaps is 98%. People belonging to different income levels use different brands, which fall under different segments (see table below), but all income levels use soaps, making it the second largest category in India (detergents are number one). Rural consumers in India constitute 70% of the population. Rural demand is growing, with more and more soap brands being launched in the discount segment targeting the lower socio-economic strata of consumers. Soap Price (per 75 gram cake) Segment in rupees Carbolic* Discount Popular Premium Super Premium 5.00 7.00 11.00 17.00 35.00 10 cents 15 cents 23 cents 36 cents 75 cents in US$

History of Soap in India During the British rule in India, Lever Brothers England introduced modern soaps by importing and marketing them in India. However, North West Soap Company created the first soap manufacturing

plant in India, which was situated in the city of Meerut, in the state of Uttar Pradesh. In 1897, they started marketing cold process soaps. During World War I, the soap industry floundered, but after the war, the industry flourished all over the country.

Mr. Jamshedji Tata set up India's first indigenous soap manufacturing unit when he purchased OK Coconut Oil Mills at Cochin Kerala around 1918. OK Mills crushed and marketed coconut oil for cooking and manufactured crude cold process laundry soaps that were sold locally. It was renamed The Tata Oil Mills Company and its first branded soaps appeared on the market in the early 1930s. Soap became a necessity for the moneyed class by around 1937.

Brand Positioning Then and Now

Soap manufacturers originally targeted their products to the lowest income strata in urban as well as rural areas, positioning their brands as a way to remove dirt and clean the body. For some brands, that positioning persists even today with a focus on removal of body odor and keeping the user healthy. However, soap positionings are moving towards skin care as a value-added benefit.

Consumer Use Today

Toilet soaps are always used in the bar formthere is no other form in the Indian marketand they are used in the bath. Showers are a distant dream for 70% of Indias population, who live in the villages where there is not even a regular supply of drinking water. In the urban areas, people bathe by using a bucket of water, mug, and a bar of soap. In villages, they usually bathe by the river bank or village ponds. Although most of the urban houses have a shower facility, showers are seldom used because of the scarcity of water.

Consumer Preferences
Consumer preferences are varied and are more regionally specific. India is divided into four regions: North, East, West, and South.

Consumers in the North prefer pink colored soaps, which have floral profiles. Here the fragrance preference is for more sophisticated profiles reflecting their lifestyles. Freshness soaps with lime and citrus notes are also popular preferences as the climate in the North is very hot and citrus/lime scented soaps are seen to be refreshing.

The East is not a big soap market; hence no particular preference skews. Consumers in the West exhibit preferences for strong, impactful fragrances and somewhat harsher profiles compared to the North. Preferences are more for the pink soaps with floral fragrances, primarily rose, which are positioned on the beauty platform.

In the South, the skew is towards specific soap segments like the Herbal/Ayurvedic profiles and also the Sandal profiles. Consumers here do not exhibit high brand loyalty and are ready to experiment and try out new brands. Hence, most fast moving consumer goods companies tend to launch their new brands in these markets, which they call test launch markets.

Marketing
Soap is primarily targeted towards women, as they are the chief decision-makers in terms of soap purchase. Medicated positionings like germ killing and anti-bacterial are marketed to families.

About 75% of soap can be bought through these different types of outlets:

Kirana Store: This is the most common source for buying soap, which usually forms a part of the months grocery list (which is purchased from these Kirana Stores). Consumers exhibit loyalty to these stores, which is largely dependent on proximity to consumers homes. Here consumers buy across the counter and do not have an option of browsing through display shelves.

Pan-Beedi Shops: These are really small shops, almost like handcarts, and they are primarily set up to dispense cigarettes and chewing tobacco. However, one would find such a shop at every corner and they are the main sources of soap purchase for the lower socio-economic classes. These kinds of shops exist by the dozen in rural areas. Department Store: In India, there are very few department stores and the Indianised version of department stores are called Sahakari Bhandars. It is still a fairly new concept. However, department stores have good display counters and this is the only place where consumers get a first hand experience of shopping and choosing from available options. Here soap prices are also discounted below the retail prices.

COMPANY PROFILE

HINDUSTAN UNILEVER LIMITED

Introduction
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.13,718 crores. The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets every day needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 52.10% of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide.

Products & Services of HUL: 1. Home & Personal Care Personal Wash Lux Lifebuoy Liril Hamam Breeze Dove Pears Rexona

Laundry Surf Excel Rin

Skin Care Fair & Lovely Pond's

Wheel

Vaseline Aviance

Hair Care Sunsilk Naturals Clinic Deodrants Axe Rexona Ayurvedic Personal and Health Care Ayush

Oral Care Pepsodent Closeup Color Cosmetics Lakme

2. Foods: Tea Brooke Bond Lipton Coffee Brooke Bond Bru

Foods Kissan Annapurna Knorr

Ice Cream Kwality Wall's

LUX SOAP
The name Lux means light in Latin. In the country since 1929 and endorsed by popular film stars, Lux is the biggest brand in the soap category. First brand ambassador: Leela Chitnis (1929)

Everything about the brand from the look and feel of the products and packaging to the subtle fragrances is a delight to the senses. In fact, Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap at a fraction of the cost of some expensive brands.

How it all started

Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers, it arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price.

From the 1930s right through to the 1970s, Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours.

In the early 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992.

In 2004, the entire Lux range was relaunched in the UK & Ireland to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as Wine & Roses bath cream, Glowing Touch and Sparkling Morning shower gels.

Advertising

In 2004, Sarah Jessica Parker featured in the Lux 'Brings Out the Star in You advertising campaign. Sarah Jessica Parker epitomizes the modern Lux woman: comfortable and confident in her femininity.

Prominent Variant:

Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.

Aishwarya Rai in a print advertisement featuring Lux international

DOVE SOAP
Hindustan unilever limited offers dove. Dove soap, which was launched by unilever, has been available in India since 1995. It provides a refreshingly real alternative for women who recognize that beauty is not simply about how you look, it is about how you feel. The skin`s natural ph is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with ph higher than 9. Dove is formulated to be ph neutral [ph between 6.5 and 7.5] and to be mild on skin. This makes it suitable for all skin types for all seasons. While dove soap bar is widely available across the country, dove body wash is available in select outlets. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Doves logo is a silhouette profile of a dove, the colour of which often varies. Doves products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.

PEARS SOAP
Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears at a factory just off Oxford Street in London, England. It was the world's first transparent soap. Under the stewardship of Thomas J. Barratt, A. & F. Pears Ltd. company initiated a number of innovations in sales and marketing. According to Unilever records, Pears Soap was the world's first registered brand and is therefore the world's oldest continuously existing brand.

Benefits of Pears Soap

Pears soap is hypo-allergenic and non-comedogenic so it will not clog pores, and contains no color that may irritate sensitive skin. It is designed to be a gentle and mild cleanser. It is made with quality ingredients including glycerin and natural oils. It contains no animal byproducts.

How is Pears Soap Made?

Very little has changed from the first process started by Andrew Pears, which basically follows the same process used for other soaps. Each bar is aged under controlled conditions for three months. This time frame allows for the curing period of the soap. The longer each bar cures, the more it allows for a harder bar and gentle cleansing. After each bar has matured, it is individually polished and packaged.

Specialty of Pears Soap :

Perhaps the most prominent feature of Pears Soap is the transparency of each bar. The glycerine that is a natural byproduct of the soap-making process is retained in the soap, causing the transparency. Another feature is the concave shape of each bar. According to the thesoapopera.com, this is caused by the curing process and not a mold.

Where is Pears Soap Made?

Pears soap was introduced in India in 1902. The facility in India is the only facility in the world that makes the famous Pears soap. The same quality that made Pears famous is still as important today as it was when it was first started.

Significance of Pears Soap:

Andrew Pears revolutionized the soap world when he developed his formula for Pears Soap. He claimed his soap as "safe and healthy and made its users beautiful." When Pears soap first came on the market in the late 18th century, other soaps were indeed harsh and would sometimes damage delicate skin. Pears soap offered a more gentle cleanser.

Different Types of Pears Soap:

Pears soaps have expanded into different product lines. It now offers the traditional transparent soap along with shower gels, body washes, facial cleansers and hand washes. It comes in three variants: the traditional Amber; Lemon Flower Extract using the "oil clear formula" and Tea Tree Oil, which is known for its antibacterial properties.

INTRODUCTION TO THE TOPIC

Consumer Perception Towards Bathing Soap:

Consumer is a broad label for any individuals or households that use goods and services generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.

Types Of Consumers:Karma Queen "A woman aged in her 40s or 50s who tends to buy organic food, wear Birkenstock footwear, practice yoga and buy high-end bath products.

Geek Gods "Men aged under 35 who can't live without the latest gadget and are eager to help others understand their electronics. They are considered the most benevolent of the consumer types.

Innerpreneurs "The rebels, people who ignore trends and focus on their own peace of mind. Such consumers may be in the market for a life coach or challenging vacation in the wilderness.

Denim Dads "Active in raising children and embrace a balance between life and work. They might buy expensive jeans and pick the same music player their kids use.

Parentocrats "Upper middle class parents consumed with their children's well-being who may invest heavily in music lessons or videos promising to make children smarter.

Perception
Perception is the process through which a person forms an opinion about the various stimuli he receives from his sensory organs. In marketing, perception is concerned with understanding how the consumer views a product or service. The five senses of a person help him in this process. The marketer uses various props to stimulate the consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe the product.

The marketer must distinguish his message from the competitor's message. This is when Just Noticeable difference (JND) comes to their aid. JND is the minimum difference that the consumer can detect between two stimuli he receives. It helps the consumer to distinguish changes in prices among purchase alternatives. Marketers thus use stimuli to grab customers' attention and most often these efforts are clearly visible and known to the customer. However, they sometimes use indiscernible stimuli that are just below a consumer's threshold so as to influence him. This is called subliminal message. Of all the stimuli a consumer comes into contact with, he pays attention to only a few and interprets the messages that he remembers. This is called the process of perception and has the three steps: 1) exposure, 2) attention, and 3) interpretation.

How well the consumer pays attention will depend on the stimulus, and also the consumer's interest and need for that product. The consumer interprets the information in two ways: 1) the literal meaning or the semantic meaning and 2) the psychological meaning. Hence we are guided by our learning as well as the semantic meaning of a word. A consumer also interprets the symbols and other physical features of the product on the basis of his experience and cultural beliefs. This is called semiotics.

Marketers make use of perception to formulate marketing strategies. The marketers use a perceptual map, wherein they find out the attributes or the characteristics that the consumer associates with the product and they create the product accordingly. Thus, development of a brand or the logo of the product, packaging of the product, etc., have to be made keeping the consumer's perception in mind.

BATH SOAP:

Soap is a cleansing agent made from the salts of vegetable or animal fats. Bath soap is used as a toiletry face soap, toilet soap. Bath soap is something that we all use when
taking a shower or a bath. Choosing the right soap can be important, especially for someone with sensitive skin or allergies. Selecting the characteristics of soap such as price, fragrance, ingredients, color and form such as bar, liquid or powder must also be considered when buying bath soap.

REVIEW OF LITERATURE

FRAYAN MAMA (2006-07), gives an overview in his study that the author discusses the
definition of market segmentation and elucidates which definition is most meaningful for the dissertation. The follow up discussion relates to key literature areas that are relevant to the study. The main aim of these discussions is to understand the segmentation process and to highlight the existing body of literature that informs this study. This study contributes to the literature available on market segmentation with a focus on the FMCG industry. As previously mentioned in the introduction of this dissertation, the current literature on segmentation tends to be based primarily on telecoms and banking. However, the earlier work on segmentation was written in reference to FMCGs, as they were the first to conduct segmentation. However, interestingly, there was no mention of FMCGs as an industry in the literature. The purpose of presenting three case studies (all FMCG based) was to determine how they clarify and extend our understanding of segmentation within the FMCG industry. This dissertation provides a current application of segmentation within this industry and explains it through the 5 Is segmentation process model. According to Tynan and Drayton (1987), segmentation is a crucial marketing strategy.

Dibb (1999) believes that segmentation is a means of imposing a structure on the market in
order to simplify the formulation and implementation of marketing strategies. To support this further, Wedel and Kamakura (2000) state that homogenous segments do not naturally exist within a market; but it is the marketers strategic view of the market that determines these segments. Hence, different segments in the same market may need to be identified for different strategic objectives (Wedel and Kamakura, 2000).

Urban (1978) assumes that there are existing differences among segments; therefore the
marketers job is not to actually segment the market but to learn how it is naturally segmented (Urban, 1978). Consequently, when the structure of the segmentation is understood, the marketer can either select the most favourable target segment for his brand and ignore others, or develop different marketing strategies designed to reach and influence different segments (Urban, 1978).

Twedt (1975) stated that market segmentation is about the development of two or more
different marketing programs for a product or service, with each marketing program aimed at a different grouping of individuals whose expected reaction to sellers marketing efforts will be similar during a specific time period. The author believes that this definition takes into account consumers needs and preferences which change over time, and therefore segments need to be reevaluated. In order to acknowledge a definition of segmentation, it is vital for the marketing mix to be considered in the definition as this dissertation is about actioning segmentation. Therefore, the definition by Twedt (1975) would be appropriate to use for this dissertation as it refers to dividing up the market according to the consumer needs which are then entertained through the marketing mix.

Doyle (1998) and Yankelovich (1964) provide practical reasons for segmenting markets
which are: Better matching of customer needs. Enhanced profits: Customers differ in their price sensitivity and by segmenting the market; the marketer can raise average prices which would result in enhanced profits (Doyle, 1998;

Yankelovich 1964).
Retain customers: By providing the right products at each family lifecycle stage, the marketer can retain customers. Targeted communications: Segmenting the market can aid in delivering a targeted USP (unique selling proposition) to a certain segment (Doyle 1998; Yankelovich 1964).

According to Wind (1978), design and evaluation of data collection procedures have
received little attention in academic market segmentation literature but commercial researchers have made significant contributions in this area. However, he stresses that few innovative data collection approaches have been used in segmentation studies (Wind 1978).

Haley (1995) argues that if marketers segment their markets based on benefits rather than
customer characteristics, they are more likely to uncover the customers reasoning regarding purchase and consumption. Most empirical benefit segmentation studies do not generally differentiate between product attributes and benefits sought. Haley (1995) also argues that both geographic and demographic segmentation are not efficient predictors of future buying behaviour as they rely on descriptive factors rather than causal factors. Therefore, benefit segmentation is the identification of market segments by causal factors rather than descriptive factors (Haley, 1995). The basis of benefit segmentation is that the benefits people are seeking in consuming a given product are the basic reasons for the existence of true market segments (Haley, 1995).

Myers (1976) sees benefit segmentation study as a method of finding new product
opportunities in very broad product/services categories, such as food, drinks, etc.

According to Beane and Ennis, (1987) a benefit segmentation study should accomplish three factors: 1) Find out the benefits individuals are looking for in a product 2) The different kinds of people looking for a benefit 3) The matching of existing brands to these benefit needs.

Young et al (1978) argue that on several occasions, a segmentation analysis based on benefits
is not relevant. These situations are: The benefit is based around the occasion for which the product is used e.g., clothes suitable for one occasion may not be suitable for another. The appearance or style of the product becomes the overriding criteria of success.

Dickson (1982) states that segmentation bases are generally divided into two types: general
customer characteristics such as demographics, socioeconomic, and lifestyle measures and so called situationspecific customer characteristics based on measures of customer brand attitudes, brand preferences, benefits sought, product usage and response sensitivity to various elements of the marketing mix. Occasionbased segmentation is based on purchase occasions and is normally used as a segmentation method for consumer goods (Dubow 1992). The occasion based approach to segmentation was first reported at the 1976 AMA Attitude Research Conference (Stout et al., 1977) and has since then been used into categories such as beer, gasoline, clothing, restaurants and automobile rentals (Dubow 1992). According to Dubow (1992) diffusion of the technique has been slow and reference to it in reference journals and the teaching literature has been virtually nonexistent. According to Dubow (1992) national analysts have only discussed the approach at proceedings (McDonald and Goldman 1979; Greenberg 1982) or as commentary (Greenberg and McDonald 1989), all without any hard data. Dickson (1982) has also discussed the technique on a theoretical basis but diverted it towards a situation based approach and thereby into a priori segmentation scheme and away from a cluster derived benefits approach (Dubow 1992).

RESEARCH METHODOLOGY

MEANING:
RESEARCH METHODOLOGY Is a way to systematically solve the research problem. It may be understood as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher un studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods but also the methodology.

1. Objectives of the study:

To study the consumer perception towards bathing soaps To study the awareness regarding various brands of soap. To identify the factors considered before buying bath soap. To identify the soap having best range of prices , attractive packaging and easy availability

2. Need of the study:

The need of the study is to determine the consumer perception towards the bathing soap.

3. Scope of the study:

The scope of the study is restricted to analyze the consumer perception towards the bathing soap with reference to lux dove and pears within the city of Ludhiana only.

4.

Research design: In the study Descriptive research design is used.

5.

Data collection: data has been collected both from primary and secondary
sources. Primary- Questionnaire Secondary- internet, magazines

6.

Sample size: 100 respondents

7.

Sampling technique: convenient sampling

8.

Sample area: Ambala city

9. Limitations of the study:

This study is done in Ludhiana city hence it is applicable only in this particular region and not elsewhere. . Time frame of this study was limited. The result could be different if the time frame would have been long. Sometimes some respondents were not in full mood to give the answers to the questions so some of the answers may not be exact.

DATA ANALYSIS AND INTERPRETATION

PERSONAL INFORMATION: 1. Gender of respondents: Gender Male Female Total Respondents 48 52 100 Percentage 48 52 100

sex
48%

52%

Male Female

2. Income Group: Income group < 1 lakh 13 35 5 Total Respondents 8 52 24 16 100 Percentage 8 52 24 16 100

income group
16% 8% 24%
52%

< 1 lakh 1--3 3--5 >5

3. Age group of the respondents:

Age group 12-18 19-25 26-35 36-45 > 45 Total

Respondents 10 50 22 10 8 100

Percentage 10 50 22 10 8 100

age group
10% 22% 8% 10% 12--18 19--25 50% 26--35 36--45 > 45

4. Number of family members: Family members <5 57 710 >10 Total Respondents 58 34 6 2 100 Percentage 58 34 6 2 100

Family members
6% 34% 58% 2% <5 5--7 7--10 >10

1. Awareness regarding various brands of soap:

Options

Aware Respondents Percentage

Unaware Respondents percentage 0 4 6 8 16 8 8 22 18 16 42 0 4 6 8 16 8 8 22 18 16 42

Lux Dove Pears Cinthol Liril lifebuoy Rexona Margo Santoor Fair glow Park avenue

100 96 94 92 84 92 92 78 82 84 58

100 96 94 92 84 92 92 78 82 84 58

aware 100 96 94 92 84 16 92

unaware 92 78 22 82 18 84 58 42 16

Interpretation:100% of the respondents are aware of lux soap.96% are aware of dove.94%
are aware of pears. The least awareness is regarding Park Avenue (58%).

2. Number of soaps purchased every month: Option 13 46 >6 Total Respondents 30 34 36 100 Percentage 30 34 36 100

36%
34%

30% 1--3 4--6 >6

3. Frequency of purchase: Options Weekly Bimonthly Quarterly Semi annually Total Respondents 12 80 8 0 100 Percentage 12 80 8 0 100

frequency
8% 12% weekly 80% bimonthly quarterly

4. liking towards the bath soap: Options Herbal soap Beauty soap Medicated soap Total 100 100 Respondents 23 38 39 Percentage 23 38 39

type
39% 23% 38% herbal beauty medicated

5. Bath soap currently in use: Options Lux Dove Pears Others Total Respondents 32 15 22 31 100 Percentage 32 15 22 31 100

31% 22%

32% 15%

lux

dove
pears others

6. Source of information about bath soap: Options Family Relatives TV Newspaper Shopkeeper reference Others Total 9 100 9 100 Respondents 29 3 55 4 0 Percentage 29 3 55 4 0

4% 0% 9%

family

29%

relative TV 3% newspaper shopkeeper others

55%

7. Factors considered before buying a soap: Options Price Quality Hygiene Brand name Fragrance Special offer Availability Total Respondents 7 41 22 12 14 1 3 100 Percentage 7 41 22 12 14 1 3 100

1% 3% 7% 14% 12% 22% 41% price quality hygiene brand name fragrance special offer availability

8. Soap with best range of prices: Options Lux Dove Pears Others Total Respondents 60 11 16 13 100 Percentage 60 11 16 13 100

13%
16% 11% 60%

lux
dove pears others

9. Easy availability in stores: Options Lux Dove Pears Others Total Respondents 67 10 14 9 100 Percentage 67 10 14 9 100

14% 10%

9% lux dove 67% pears others

10. Soap with zero side effects: Options Lux Dove Pears Others Total Respondents 12 36 39 13 100 Percentage 12 36 39 13 100

13%

12% lux 36% dove pears others

39%

11. Soap with the most attractive packaging: Options Lux Dove Pears Others Total Respondents 21 35 41 3 100 Percentage 21 35 41 3 100

3% 21% 41% 35% lux dove pears

others

12. Advertisement which can be easily recalled: Options Lux Dove Pears Total Respondents 46 22 32 100 Percentage 46 22 32 100

32%

46%

lux dove pears

22%

13. Satisfaction regarding the soap in current use: Options Yes No Total Respondents 96 4 100 Percentage 96 4 100

4%

yes 96% no

14. Planning to change your current soap: Options Yes No Total Respondents 22 78 100 Percentage 22 78 100

yes

no 22%

78%

15. Ranking of the various attributes LUX Factors Strongly agree Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs 0 15 60 0 0 60 25 85 40 10 25 5 10 85 35 15 25 0 60 0 40 25 50 50 15 25 0 Agree Neutral

DOVE Factors Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs Strongly agree 0 35 50 50 25 70 0 Agree 40 30 30 25 35 10 0 Neutral 25 25 10 25 25 15 0

60 30

15 30

20 40

PEARS Factors Low price Hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing effect Good effect on germs Strongly agree 0 40 45 55 50 65 0 Agree 50 40 40 30 25 35 0 Neutral Disagree Strongly disagree 25 10 15 15 15 0 15 15 10 0 0 10 0 35 10 0 0 0 0 0 50 Mean score 3.2 4.1 4.3 4.4 4.1 4.7 1.7

30 45

40 30

30 25

0 0

0 0

4 4.2

FINDINGS OF THE STUDY

Findings of the study:

100% respondents were aware of lux soap while 42% respondents were not aware about park avenue. 36% of the respondents purchase more than 6 soaps every month. 80% respondents purchase soap bimonthly. 39% respondents like medicated soap. 32% of the respondents were currently using lux soap. 55% of the respondents got the information about their soap from TV. 41% of the respondents consider quality as the most preferred factor before buying a soap. 60% of the respondents feel that lux have the best range of prices. 39% of the respondents feel that pears have zero side effects. 41% of the respondents were of the view that pears have the most attractive packaging. 46% of the respondents were able to recall the ad of lux out of which 60% were able to recall the ad featuring Abhishek and Ashwariya. 96% of the respondents were satisfied with the soap they are currently using. 22% of the respondents were planning to switch over to some other brand of soap (out of which 63% would switch to pears).

RECOMMENDATIONS

Recommendations:
Dove should try to attract more customers by reducing its prices. Lux should improve its packaging. Pears and dove should make use of celebrity endorsement in order to increase their customers. Efforts should be made by lux to increase the moisturizing ingredients. Pears lux and dove should go for an medicinal variant.

Dove and Pears should add floral fragrance to their soap.

CONCLUSION

Conclusion:
This project was a combination of both theoretical and practical knowledge. From this survey one can conclude that in the recent years the awareness regarding the varieties and effects of soaps have increased many folds. While buying soaps quality is preferred over the price. It was also found that packaging and celebrity endorsements influence the buying decisions of the consumers. At last It can be said that if the recommendations are followed the sales of the companies can be improved.

APPENDICES

QUESTIONNAIRE
Dear participants I will be very thankful to you for your cooperation. The topic of this questionnaire is consumer perception towards toilet/bath soaps (Lux, Dove, Pears). This questionnaire is for research purpose. Please provide information with confidence.

Personal Information:
Name: Gender: Age: Education qualification: Occupation: Annual income: <1 lakh ( ), 1-3 lakh ( ), 3-5 lakh ( ), >5 lakh ( ) Family members: <5 ( ), 5-7 ( ), 7-10 ( ), >10 ( )

QUESTIONS
1. What r the brands of soap you are aware of? Products Spontaneous Aided Lux Dove Pears Cinthol Liril Lifebuoy Rexona Margo Santoor Fair glow Park avenue 2. How many bath soap do you purchase for your household every month? 1-3 4-6 more than 6

3. What is the frequency of purchase? Weekly Bimonthly

quarterly

semi-annually

4. Which kind of bath soap do you like? Herbal soap

Beauty soap

Medicated soap

5. Which bath soap do you use? Lux Dove

Pears

Other (specify)

6. How did you come to know about your favorite bath soap? Family relatives TV newspapers

Shopkeeper reference

others (specify)

7. What are the factors you take into consideration before buying soap? Price Quality Hygienic Brand name

Fragrance

Special offer

Availability

Others

8. Which brand does u think has the best range of prices? Lux Dove Pears

Others (specify)

9. Which brand is easily available in stores? Lux Dove

Pears

Others (specify)

10. Which soap do u think has zero side effects? Lux Dove

Pears

Others (specify)

11. Which brand is having most attractive packaging? Lux Dove Pears

Others (specify)

12. Which Ad do you recall? Lux _______________________________________________________________ Dove _______________________________________________________________ Pears_______________________________________________________________

13. Are you satisfied with your soap? Y / N

14. If no what do you expect more from your soap? 15. Do you have any plan to switch over? Y / N

16. If yes, to which brand?_______________________________________________

17. Which celebrity is most suitable for endorsing bath soap?

18. Rank the following soaps with respect to corresponding attributes.

Attributes Lux Price hygiene Brand image Skincare Easy availability Packaging Celebrity endorsement Moisturizing Effect Gsood effect on germs

Dove

Pears

BIBLIOGRAPHY

BOOKS:

Marketing Management Research Methodology

Philip Kotler C.R.Kothari

WEBSITES:

www.hll.com

www.wikipedia.org

www.google.com

www.fmcg.com