International Journal of Advanced Scientific Research & Development (IJASRD)

p-ISSN: 2394-8906 | e-ISSN: 2395-6089

www.ijasrd.org, PP 208 214

A STUDY ON MARKETING OF PONDS TALCUM POWDER IN

TIRUCHIRAPPALLI DISTRICT
A. Kavidha
Head of the Dept. of Commerce & Management, Sri Saradha College for Women, Perambalur

ABSTRACT

E
veryone would like to take care of their face. Through the ages the
quality of talcum powders has been improved to provide the best
outcome in skin care. For skin to be good looking its natural glow,
tenderness and softness need to be retained. The effects of the busy modern
life and the fierce climate conditions made an experiment with the skin with
unavoidable harsh realities. An attempt is made by POND'S company and
its focus on two major factors such as to protect the hydration of natural skin
and to provide deeper replenishment for fine glow. Inspire of tough
competition among the cosmetics today, Ponds remedies through the fresh,
playful and tender skin. Consumer behavior always involves choice. As
economic men, consumers evaluate the alternatives in terms of cost and
value received. They try to maximize their unity of satisfaction while
spending their scarce resources of time energy and money. Consumer
behavior is the act of consuming or using a product or service. Buyer
behavior leads to an end in the process of purchasing. Marketing mix likely
to achieve the required goals.
KEYWORDS
Marketing mix, marketing strategies, consumer behaviour, buyer behaviour

I. INTRODUCTION
The manufacturer introduces different varieties of powders to cater consumers.
Selling talcum powder has become a tough business now. (There is great potential for the
growth of powder industry skill). This project is concerned with the detail study on
marketing of ponds talcum powder.
A satisfied consumer become a sales man of the products. The customers have such
a wide variety of goods from which they choose the products they like. Therefore the
manufactures and businessman cannot ignore the wishes of the consumers.
Consumer behaviour always involves choice. As economic men, consumers
evaluate the alternatives in terms of cost and value received. They try to maximize their
unity of satisfaction while spending their scarce resources of time energy and money.
Consumer behaviour is the act of consuming or using a product or service. Buyer
behaviour leads to an end in the process of purchasing.
Consumer behaviour research alerts marketers to the processes which should be
monitored. They can get a better idea about choices. This enables marketers to describe
the consumers decision making process, in general. The description of the decision
making process, in turn allows markets to infer to find out the reasons why consumers
make certain choices. Finally, the ability to explain why consumers make alterations in

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Kavidha, A., (2015)

their choice enables markets to formulate effective marketing programme and strategies.
Consumer or buyer behaviour analysis helps marketers to select appropriate marketing
mix likely to achieve the required goals.

1.1 Consumer Behaviour is a Science

Many consumer analysis have sought to study fundamental behaviour issues that
have wide application. These have included topics as information search, decision making
and post purchase evaluation.
Despite existing shortcomings, the study of consumer behaviour has gained
considerable respectability and even has been called a science by some. The field of
consumer behaviour also meets the requirement that different that differentiated a
science from other kind of investigation.
Science is founded on controlled observation by using carefully designed studies,
the consumer researcher can identified and analyse individual behaviour patterns.
Science is oriented towards prediction. Any field of enquiring that has been closely
related to business practice would quite naturally be oriented towards prediction.
Because of their interest in generating profitable Sales, business managers are very
concerned with forecasting the consequence of particular actions.

1.2 Statement of the Problem

Ponds (India) Limited, was a public Limited company, manufacturing and
marketing toiletries and cosmetics with an annual gross sales turnover Rs.186,36,23.000.
For December 31st 1998-99. The company marketed these products under the well-known
brand namely of Pond's dream flower. Pond's sandal, Pond's magic, Angel face, Vaseline
Pond's oil balance and cutex among others. It completed essentially in the skin prepared
segment of the toiletries and cosmetics market. with its best known products being Pond'
s dream flower Pond's sandal, Pond's magic, Pond's gold cream Pond's vanishing cream,
Angel face compact powder and Vaseline white petroleum Jelly. It is enters in the hair
preparation segments included Pond's shampoo, vaseline hair tonic and scarp conditioner.
In almost all its markets Pond's has been able to build up a strong consumer franchise
among its estimated 24 million consumer largely urban woman aged 15-45 years through
a product strategy of offering consumers, quality products at reasonable prices in short
good value for money.
The companys plants at Chennai, Bombay, Kolkata and Pondicherry
manufactured more than Rs.2S lakh dozen packs of company products every year. Pond's
talcum powder was a well-established brand. and leader in the talcum powder market.
The Pond's talcum powder was positioned in the premium category. So, a study on
marketing about varieties of Pond's powder is important one.
A place like Trichy which has been trade and industrial development reveals that,
its production has its own choice and selection. The study of consumer behaviour is a good
parameter for changing tastes. The effects of advertisement on the people buying habit.
Taking into consideration all the theoretical concept about the consumer behaviour
his study extends only
1. The Trichy District.
2. The different varieties of Pond's powder and cream Pond's powders namely,

209 2015, IJASRD, All Rights Reserved

 International Conference on Innovation in Commerce and Management (ICONICM 2015)
organized by PG & Research Dept. of Commerce, A.V.C. College (Autonomous), Mayiladuthurai.

Pond's Dream Flower, Pond's Sandal, Pond's Magic, Pond's Cream namely Pond's
Gold Cream, Ponds face wash and Pond's oil balance.

1.3 Nature of the Study

The prominent foremost aim of the study is to study the buying behaviour sources
of awareness, attitudes towards to price, fragrance, colour, no side effects, and the
consumption pattern of the ponds powder consumer. The study is undertaken to survey
and find out the consumer behaviour in terms of their purchasing habits and attitudes
towards purchasing of ponds powder.

1.4 Importance of the Study

In a business world, many brands of powder are produced and marketed by a single
manufacturer. The decision whether to buy or not depends only on the basis of consumer
motives. Modern market is consumer oriented and now consumers are the decisive force.
The foresaid reason has inspired the researcher to make out a study about the consumer
buying behaviour and their position in choosing the particular brand ponds powder.

1.5 Reason for Selecting the Topic

The study is being made a study on Marketing of selected brand of ponds powder.
The area chosen for the study is Tiruchirappalli District. This particular area is chosen,
because many of the low class, middle and upper class families live here.
Ponds is one of the important necessary goods used by all people. The researcher
was interested in knowing the brand which is most to widely use by the families in the
selected area. Therefore, this area was chosen for the study.

1.6 Objectives of the Study

The objective of study are formed as follows:
1. To study brand preference of Pond's Powder in Trichy District
2. To understand the various factors that affect the consumer's choice of brand.
3. To understand the consumption pattern of consumers on3 varieties of Pond's
powder in Trichy District.

1.7 Limitation of the Study

This study is subject to certain limitations which are as follows:
1. This study is limited only to Trichy District.
2. Due to cost, time consideration. This study is confined only to 75 samples.
3. The conclusion for this study cannot be generalized because the consumer trends
will differ in different areas.
4. The findings are drawn only on the basis of information supplied by the
respondents and hence it is not reliable.

II. METHODOLOGY ADOPTED FOR THIS STUDY

Since the objectives of the study are mainly concerned with different types of
Pond's powder consumers the necessary data for analysis has to be collected. Information
has been collected from magazines, journals, dealers relatives and friends.

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Kavidha, A., (2015)

2.1 Sampling Techniques:

The study has been undertaken by Questionnaire method among75 pond's
consumers at random in Trichy District

III. ANALYSIS AND INTERPRETATION

The effort was made to study the theoretical aspects of consumer behaviour and
the concept of consumerism in India. For that the concept of consumer behaviour,
consumer behaviour as a science, the importance of understanding consumer, behaviour,
consumer market, consumer goods, Brand and consciousness and preferences of urban
consumer, buying function, buying motives and consumerism in India have all been
studied.
Consumer preference on the varieties
Sl. No. Varieties No. of Respondents Percentage
1 Ponds Dream flower 27 36
2 Ponds Magic 23 31
3 Ponds Sandal 25 33
Total 75 100
Source: Primary Data
It clearly shows popularity of ponds powder among the people. Ponds dream
flower talcum is more popularized when compared to ponds magic and ponds sandal. Out
of the total samples collected by the researcher 27 respondents prefer ponds dream flower
25 respondents prefer ponds sandal and 23 respondents prefer ponds magic. It is also
analyzed from the table 4.1 that 36% of the total samples are using only ponds dream
flower talcum powder and a small percentage say 31% are using ponds magic and 33%
are using ponds sandal.
Family size Vs. Ponds powder
Sl. NoNo. of Persons Ponds Dream flower Ponds magic Ponds magic
1. Below 3 5 3 2
2. 3 to 5 10 12 10
3. 5 to 8 9 7 11
4. Above 8 3 1 2
Total 27 23 25
Source: Primary Data
It consists of the number of members in the sample respondents family, out of 75
sample population, 10 families of ponds dream flower, 12 families of ponds magic and 10
families of ponds sandal have to 3-5 members the maximum on nearly 37 percent of ponds
dream flower, 52 percent of ponds magic, 40 percent of ponds sandal respondents. 36
percent of respondents family size is in between 5 to 8 members, 6 families having
number of members more than 8 form as much as 8 percent and less than 3 members of
family 13 percent.
Consumers opinion towards other brands
Sl. No Opinion No. of Respondents Percentage
1. Agree 73 97
2. Disagree 2 3
Total 75 100

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 International Conference on Innovation in Commerce and Management (ICONICM 2015)
organized by PG & Research Dept. of Commerce, A.V.C. College (Autonomous), Mayiladuthurai.

Source: Primary Data

From Table it is known that the 97% majority of the respondents agree that the
ponds powder towards other brand which are using at satisfactory. Only 3% of
respondents express the view that they are not satisfied with compared to other brand.

3.1 Respondents Opinion about the Price of Ponds Powder

Price paid by a consumer depends on many factors. The consumer verifies whether
the commodity bought is worthy of that price. Besides price of the commodities is
considered by the economic status of the consumer. The following table shows the buyers
opinions of the ponds powder on the basis of price.
Satisfaction of the Respondents
The respondents were asked to indicate satisfaction of ponds powder
Ponds
Ponds Ponds
SL. No Satisfaction Dream % %
% Magic Sandal
Flower
1. Satisfied 19 70 11 48 20 80
2. Extremely Satisfied 7 26 10 43 4 16
3. Not satisfied 1 4 2 9 1 4
Total 27 100 23 100 25 100
Source: Primary Data
It reveals that 75% of the total samples are satisfied and 5% were not satisfied
with ponds talcum powder. Ponds dream flower talcum powder satisfies more of our
respondents that is 70% of respondents. It gives more satisfaction due to its low price,
fragrance and all other best qualities, 26% of our respondents says that it gives extreme
satisfaction and only a small % of say 4% were not satisfied. With regard to Ponds magic
all respondents feel that they are satisfied. Regarding to ponds sandal nearly 96% of
respondents are satisfied only 1 respondent is not satisfied.

IV. FINDINGS AND SUGGESTIONS

Through ages the quality of ponds talcum powders have been improved to provide
the best outcome in skin care. Now a days ponds Talcum powder is popular of the world.
The company has also undertaken the manufacture of clinical thermometers for export to
the U.S and Canada. It is marketed by Hindustan lever Limited.
In Tiruchirappalli District many brands of Ponds Talcum product of more than
many companies are available. Each company has separate agents of its own, distributing
the product through retailer to final consumers. The company fixes price for each
container (i.e.) maximum retail price (M.R.P). A margin is allowed to the retailers through
stock list for sales service. Normally this would be from 3% to 4%.
A study has therefore been undertaken to find out how far the consumers
preference finds important place in production of ponds powder market. It also studies
the maximum information regarding the consumers behaviour in purchasing ponds
talcum product.
Introduction and frame work of the study is given in chapter I, Chapter II deals
with the profile of the study Area. The consumer behaviour and consumerism in India

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Kavidha, A., (2015)

was discussed in detail in Chapter III. Chapter IV has focused on the analysis and
interpretation to ponds talcum powder in Tiruchirappalli District.
Concluding chapter V present the summary of findings of the study and offers
suggestions to improve the market share of ponds powder.

4.1 Findings of the Study

The following are some of the findings of the study.
The study reveals that 27 respondents prefer to have ponds dream flower, 23
respondents prefer ponds magic and, 25 respondents prefer ponds sandal.
Nearly 47% of male and 53% of Female use ponds Talcum powder.
Respondents under the age group of 20 30 are found to use ponds talcum powder
mostly.
Among respondents having different educational backgrounds, more consumers
belong to graduates 36%, illiterate, level only 6% which is the lowest.
With reference to family size of the consumers, nearly 43% of the families have a
strength of almost 3 5 members.
The study reveals that irrespective of income group, people purchase ponds dream
flower.
Majority of the consumers feels that advertisement made through television they
greatly influenced them.
Good quality, lowest price, absence of side effects maintenance, of skin care has
influenced consumers to buy ponds Dream flower.
It is noted that nearly 40% of the consumers family having 3 to 5 family members
requires 100 gms for a month. It is obvious that 300 gms package is the optimum
size and appropriate level prucahsed by the household consumers.
56% of respondents say they use powder twice a day and 18% are using thrice a
day and 26% many times a day.
It is imperative to note that nearly 28% of the consumers have been using the same
brand for 1 6 months and 48% of consumers are using the same brand from above
three years.
83% of the respondents are extremely satisfied with ponds dream flower.
The respondents feel that ponds talcum powder is cheaper compared to other
brand.
From the study it is understood that Ponds Dream flower is the most familiar brand
of ponds in Tiruchirappalli district as it is used by 27 out of 75 sample respondents.
Features such as fragnance, quality no side effects, make them prefer this brand.

4.2 Suggestions
In the light of foregoing analysis and findings of the study the following practical
suggestions are given for the effective functioning and improve production of ponds
market.
1 The ponds powder must be manufactured with more fragrance, Quality, no side
effects, content and attractive packing.
2 To increase the awareness among the consumers effective and genuine
advertisement must be made. The advertisement should not only retain existing

213 2015, IJASRD, All Rights Reserved

 International Conference on Innovation in Commerce and Management (ICONICM 2015)
organized by PG & Research Dept. of Commerce, A.V.C. College (Autonomous), Mayiladuthurai.

consumers but also for attracting new customers.

3 In order to attract the consumer interest in the product it is recommended to give
useful gift articles along with it.
4 To popularize and develop a proper choice among consumers free sample or low
priced samples, in small packs, spelling out of the merits of the product should be
made available.
5 Wide distribution network is very much important for ponds powder so as to make
the product easily available to consumers.
6 The people always look for better quality and reasonable price of the product step
are to be taken to maintain the quality and price so as to avoid shift in the
consumers choice to other substitutes.
7 Less expensive of the same time effective advertisement through suitable media
may help reduce the cost burden of the consumers.
On the basis of the analysis, some of the suggestions made are:
1 The fragrance of ponds dream flower can be modified.
2 Free samples and gifts can be offered to consumer to effect sales.
3 Like ponds dream flower available in sachet, the company can bring other
varieties also in sachets.
4 Steps can be taken to avoid consumer is switching to other varieties.
5 Ponds talcum powder can be offered in attractive container.
6 Irrespective of variety, the availability of talcum powder can be made more to the
consumers.

V. CONCLUSION
A Study on marketing of talcum powder reveals that major share of powder is been
occupied by LIC user Hindustan lever limited. This study brought out the salient
features in the marketing of ponds talc product. But the study was concentrated
Tiruchirappalli district of the area, in the field of consumers preference towards the
ponds powder brand. In the survey concluded most of the respondents have given
suggestion to maintain its present quality without raising the price and the remaining
respondents have said that the present quality and quantity are to be maintained in
future also. Now a days almost all the families are using ponds powder product. It is using
among all groups of people to derive fatigue and to feel fresh. The survey concludes that
most of the respondents do not switch over to another powder brand all of a sudden. All
kinds of people are purchasing ponds talc product according to their own fragrance, family
size, income, social status. It is sincerely believed that is the findings and conclusion of
the study are taken into consideration, it would be helpful for the dealers of different
brands of ponds powder in promoting their business. The suggestions of the study, would
also bring better to the ponds talc powder marketers and consumers.

REFERENCE
[1] https://en.wikipedia.org/wiki/Pond%27s
[2] https://en.wikipedia.org/wiki/Face_powder
[3] http://seminarprojects.com/s/ponds-talcum-powder-wikipedia
[4] http://pkp.wikidot.com/forum/t-104635/profile-for-pond-s-talcum-pow

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