A RESEARCH REPORT

ON
FACTOR INFLUENCING THE PURCHASE OF DEODORANT FOR
MEN’S AMOUNG POST GRADUATE STUDENT IN BHILAI-DURG

Submitted in partial fulfillment for the award of the degree

Master of Business Administration

Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted by,

AMAN VERMA

MBA – Semester 2

(Session 2015-16)

Approved By, Guided By,

Ms. Smruty Shah Mr. Parmeet Singh Bagga

Head of the Department Asst. Professor

SHRI SHANKARACHARYA ENGINEERING COLLEGE

Department of Management
Approved By AICTE
(Managed by Shri Gangajali Education Society, Bhilai)JUNWANI, BHILAI-490 020 (CHHATTISGARH), INDIA
 DECLARATION BY THE CANDIDATE

I the undersigned solemnly declare that the report of the research work entitled “FACTOR

INFLUENCING THE PURCHASE OF DEODORANT FOR MEN’S AMOUNG POST GRADUATE

STUDENT IN BHILAI-DURG “is based on my own work carried out during the course of my study under

the supervision of Mr. Parmeet Singh Bagga.

I assert that the statements made and conclusions drawn are an outcome of my research work. I

further declare that to the best of my knowledge and belief the report does not contain any part of any work

which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this

University or any other University of India or abroad.

AMAN VERMA
Enrollment No: AS2952
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the work incorporated in the report FACTOR INFLUENCING THE PURCHASE OF
DEODORANT FOR MEN’S AMOUNG POST GRADUATE STUDET IN BHILAI-DURG is a record of research work
carried out by Mr. Aman verma bearing Roll No.: 5367615007 under my/our guidance and supervision for the
part fulfillment for the award of MBA Degree of Chhattisgarh Swami Vivekanand Technical University, Bhilai (C.G.),
India.

To the best of my knowledge and belief the thesis

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed,

iii) Is up to the desired standard both in respect of contents and language for external viva.

Mr. Parmeet Singh Bagga

Asst. Professor
 ACKNOWLEDEMENT

I have taken efforts in this project. However, it would not have been possible without the kind support and
help of many individuals and organizations. I would like to extend my sincere thanks to all of them.

I am highly indebted to Dr. Souren Sarkar and Mr. Parmeet Singh Bagga for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their support in
completing the project.

I would convey my sincere gratitude to all the respondents who gave me their precious time and cooperated
with me to make this project research work possible. .

Working on this project has been a learning experience for me and I am thankful to all the people associated
with me during this period
TABLE OF CONTENT PAGE NO.
Chapter 1. Introduction to the study 6-11
Chapter 2. Company Profile 12-17
a. About Deodorant market
b. About major brands of Deodorant.
Chapter 3. Literature Review 18-23
a. Consumer purchase decision
Chapter 4. Research Methodology 24
a. Objectives 25
b. Research Plan 26
c. Sampling Plan
d. Data Collection 27
e. Descriptive Statistics
Chapter 5. Data Tabulation, Analysis and Results 28-37
Chapter 6. Findings of the study 38-39
Chapter 7. Recommendations 40-41
Chapter 8. Limitations 42-43
Chapter 9. Conclusions 44-45

References 46

Appendices

a. Questionnaire. 48-49
 CHAPTER- 1
INTRODUCTION

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 Introduction
First of all, why do you need to know about different types of deodorant? The answer to that
question is, to choose better. Everyone is different and their needs are also different. But, due to
ignorance; we refrain ourselves from choosing the best options.

Due to this I have written this article, to give you a good knowledge about the various kinds of
deodorant that are there in the market.

A deodorant can be categorized based on various factors, for example, its form, its performance,
process used to make it. I’ll cover every type of deodorant based on the following these factors.

Types of deodorant based on performance and function

Normal deodorant

This is a deodorant most of us know about. It is the deodorant that you usually see in
commercials. The work of this deodorant is to deodorize the body odour and to stop the sweat to
some extent. The aluminum content in this deodorant is very little. Most of these deodorant have
sent in them, but fragrance free deodorant are also available.

Examples:

1. Old spice Denali

2. Dove men+ care deodorant, cool silver

Antiperspirant deodorant

Anti-per spirant, as its name suggests, prevents the the process of perspiration. This is done
mostly by the use of aluminum compound — active ingredient — in the formulation.
Antiperspirants have 10-15% of aluminum in them. For most of the people with sweating
problem an antiperspirant is sufficient.

Examples:

1. Degree men deodorant and antiperspirant

Suave antiperspirant deodorant

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 Clinical strength deodorant

Clinical strength deodorant is the strongest of them all. It is for people with very serious
sweating problem. It contains 20-25% aluminum in it. What segregates it from other types of
deodorant is the fact; that it should be applied at night, and not in the morning.

Example:

1. Secret Clinical Strength Smooth Solid Women’s Antiperspirant & Deodorant

2. Gillette Clinical Advanced Solid Fresh

Hypoallergenic deodorant

There are a lot of people who are allergic deodorant to most of the deodorant deodorants, for
such people; this type of deodorant is made. Basically, a hypoallergenic deodorant is tested for
most of the common allergies, beforehand. So, while buying, you can be rest assured. If you
have a sensitive skin or a skin, which is prone to rashes and burns, then you should go with
hypoallergenic deodorants.

Examples:

1. DeodoMom Roll-on – A Hypoallergenic Lotion Deodorant

2. VMV Hypoallergenics Essence Skin-Saving Anti-Perspirant

Types of deodorant based on form

Solid

It is a deodorant in a creamy bar form. As the name suggest, the deodorant is in solid state;
however, the formulation of deodorants is such that; they melt easily while rubbing on the skin.
The problem with some solid deodorant is that, on occasion, they can melt and leak. Due to
climate change or atmospheric change -while travelling in a plane.

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 Example:

1. Sure Original Solid Anti-Perspirant and Deodorant

2. Mitchum Smart Solid Clinical Performance

Roll-on

Roll-on deodorant is basically liquid deodorant, with ball tip on the top of the container. Roll-on
deodorants are considered good for very cold regions, as many solid deodorants gets hard in
cold. But, one common problem with roll-on deodorant is that; most of them leave behind
residue. And, like solid, roll-on’s can also leak when atmospheric changes.

Example:

1. Ban Roll-On Fresh Cotton Deodorant

2. Nivea for Men Fresh Active Deodorant Antiperspirant Roll-on

Paste

Paste deodorant is not very common, but they are very effective. Paste deodorants usually
natural, and go for people looking for healthy alternative to artificial deodorants. As they are
natural, and don’t contain Aluminum, they are not very good with sweat protection. But, as long
as body odour is concerned — they are excellent.

Example:

1. Primal Pit Paste Natural Deodorant

2. Schmidt’s Natural Deodorant

Crystal

Crystal deodorants are probably the most recent form of a deodorant. These deodorants basically
consist of mineral rocks. Although many company claims crystal deodorant to be aluminum-free,
but they do contain aluminum, in the form of Alum. The performance of any crystal deodorant is

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 more than satisfying, and the price is also very less. Apart from this, this deodorant can easily
last for more than a year.

Example:

1. Crystal Body Deodorant Stick

2. Thai Deodorant Stone Crystal

Patch

Mostly you’ll find clinical strength deodorant in patch form. The patch deodorant works similar
to nicotine patch. You apply the patch on the area which sweats the most and leave it for some
time. You skin will absorb all the igredients — including aluminum — and you’ll stop sweating.
Patch are usually expensive than normal deodorants or antiperspirant and they contain a very
large amount of aluminum.

Example:

1. SweatBlock Antiperspirant – Clinical Strength

2. Sweat Shield Ultra Antiperspirant – Clinical Strength

Types of deodorant based on some social factor

Cruelty free deodorant

Cruelty free deodorant/products are basically produced that are not tested on animals. These
deodorants are preferred by animal lovers. This kind of deodorants are usually natural and
organic, but that doesn’t mean; a degradation in the efficiency. Many CF deo’s do not contain
animal product also, but it is not necessary.

Example:

1. Green Tidings All Natural Deodorant

2. Lavanila The Healthy Deodorant

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 Vegan deodorant

As the name suggests, such deodorant only contain vegan ingredients.

Example:

1. Herban Cowboy Forest Deodorant Maximum Protection

2. Natural Deodorant – Organic & Vegan by Bali secrets

This article covered most types of deodorant that are available in the market. Now, as you have
more information about the different type, you’ll have a better acumen — while choosing a
deodorant next time.

When traveling through different countries, one can recognize that one and the same product
known from home sometimes appear to have a different brand name in another country. For
example someone how craving for deodorant during a cool day could experience relief from the
famous deodorant brand in the UK, India. The same deodorant would be found in other several
countries.

In order to understand why companies make use of different brand names we have to realize that
the core of marketing aim at satisfying the needs of customers. These needs and wants of
customers are influenced by many factors which influence the consumer purchasing decision into
market.

possibly the most challenging concept in marketing deals with understanding why buyers do
what they do (or don’t do). But such knowledge is critical for marketers since having a strong
understanding of buying behavior will help shed light on what is important to customer and also
suggest the important influences on customer decision making.

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 CHAPTER -2
COMPANY PROFILE

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 Company profile

A deodorant is a substance applied to the body to prevent body odor caused by the bacterial
breakdown of perspiration in armpits, feet, and other areas of the body. A subgroup of
deodorants, antiperspirants, affect odor as well as prevent sweating by affecting sweat glands.
Antiperspirants are typically applied to the underarms, while deodorants may also be used on
feet and other areas in the form of body sprays. In the United States, the Food and Drug
Administration classifies and regulates most deodorants as cosmetics, but classifies
antiperspirants as over-the-counter drugs.
The first commercial deodorant, Mum, was introduced and patented in the late nineteenth
century by an inventor in Philadelphia, Pennsylvania, Edna Murray. The product was briefly
withdrawn from the market in the U.S. but is currently available at U.S. retailers under the brand
Ban. The modern formulation of the antiperspirant was patented by Jules Montenier on January
28, 1941. This formulation was first found in "Stopette" deodorant spray, which Time
Magazine called "the best-selling deodorant of the early 1950s". Stopette was later eclipsed by
many other brands as the 1941 patent expired.
There is a popular myth that deodorant use is linked to breast cancer, but research has shown no
such link exists.

Deodorant comes in a variety of different formulas and methods of application. The most
common types of deodorant come in solid stick, gel, roll-on, liquid, cream, powder and spray
formulas. Natural deodorant is another option that may come in all those different styles or in a
stone or mineral form that is rubbed on the underarms. Most deodorant is usually only designed

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to control odor, but some types of deodorant also include antiperspirant ingredients that help stop
sweating and wetness.
Stick and powder deodorants are generally considered "dry" deodorants because they typically
do not leave the skin wet after they are applied. Products in stick form are generally solid white
or clear deodorants that are rubbed on the armpits. Powder deodorant is sprinkled or patted on,
and is often made of the same types of ingredients as stick deodorant but without the silicone or
fatty substances that bind them together. Gel deodorant is applied in a similar way as the stick
varieties but comes in a thick gel that is pushed up through holes or slits in the cap.

sage of different fragrances by consumers for every occasion appears to be driving growth and
penetration in the Rs 2,300-crore deodorant market in India. This has enabled multiple
brand/product entry into heavy-user households.

Around 10% of deodorant consumers today are said to be the heavy users who buy multiple
brands or multiple variants of a single brand for different occasions. These consumers are said to
be segregating their usage of deodorants, depending on whether the fragrance is apt for a usual
day at office or an evening dinner or an informal meet.

The trend is unique to deodorants because in other mainline FMCG categories, brand loyalty is
high and consumers generally buy a single brand, whether it is a detergent or toothpaste. In
deodorants, consumers are floating within a repertoire of brands, leading to the category clocking
20-25% annual growth, with some segments within the category growing at 30-35%. On the
other hand, the FMCG market as a whole is growing at an average of 9%.

"We are seeing a trend of consumers buying multiple fragrances to suit the occasion. Consumers
generally keep two or three options in fragrances and this is leading to rapid growth in the
category," said Darshan Patel, promoter of Vini Cosmetics, which owns the leading deodorant
brand Fogg.

A qualitative research carried out by McNroe Consumer Products, the maker of Wild Stone,
which is the third largest brand of deodorants in India, has observed that Delhi and particularly
the NCR region has the highest segment of heavy users and the region contributes 14% to the
overall deodorant market. "That's where the trend comes out about a section of consumers
buying multiple packs. Interestingly, 70% of deodorant consumers are men. It's the heavy-user
segment that normally tends to adopt multiple fragrances for multiple occasions," said Sanjoy
Sen, COO, McNroe Consumer Products.

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  AXE

Axe is the brand name of male grooming products from a British- duch company Unilever in
France. Another famous brand dove is a related brand of Axe Company. Axe (also known as
Lynx in the United Kingdom. Axe deodorants are very famous for their hot ads and fragrance
that attracted young men to buy the product forcefully. Axe Aftershave Lotions & Axe Body
Wash are well known. They have huge Face book page fans too:- official Axe Face book page
launched in 2010 and has more than 3.5 million fans.

They launched combining seductive scents with the latest technology from the irresistible
chocolate-inspired Dark Temptation fragrance to the stimulating Axe Rise range. This cool,
iconic brand launched in India in 1999 with Axe Deodorants. Most of them feel an increased
confidence after using these wonder deo during their meetings. It will keep you fresh and smart
from morning to evening. Axe products are coming in affordable price range. Deodorants cost
less than 250 rupees per bottle. This is the largest selling male deodorant in India.

 FOGG:

Fogg now enjoys the No 1 position in Deodorant segment with its sensational ads and appealing
fragrances. This is one of the Best Selling Men’s Deodorant in India. Fogg black collection
combo is a hot selling one in most leading online stores. You can purchase Fogg Black
Collection – Fougere Deodorant for men – 120 ml / 800 Sprays Guaranteed offers from Snapdeal
at just Rs. Rs 242. Most series of perfumes and deodorants coming with an amazing fragrance
for men.

It is designed specifically for Indian weather & needs. All these ensure masculine fragrance that
will surely get you noticed. Fog perfumes are all perfume, no spray. Enjoy long lasting aroma
and it keeps you pepped up all day long. This is perfect for gifting purposes and A perfect match

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for working people who need heavy duty fragrance. You can choose any fogg which is Ideal for
all occasions.

 PARK AVENUE

Park Avenue is one of the biggest brands in the cosmetic industry. This one among the Best
Selling Men’s Deodorant in India. Perfumes and deodorants from Park Avenue are highly
famous. They offer variety range of fragrances in deodorants for men. Most of them are long
lasting and leaves you fresh from morning to evening even in hot climates. Go and choose your
one fast and spreads the wonder around you.

 WILD STONE

Wild stone brand is one of the India’s leading male grooming brand producing perfumes,
deodorants, soap and shaving products. This is one of the Best Selling Men’s Deodorant in india.
It is one among the three top deodorants brand in India. They continuously offer variety of
fragrances to the Indian youth which are always welcomed perfectly. Price range of these varies
from 101-200 rupees.

 LAYER SHOT:

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Layer'r was launched in 2013 by AVL which was founded by Mr Devandra Patil. Mr Patil was a
co-founder of Paras Pharmaceuticals and later the brothers of Paras decided to start on their own
after selling Paras to Reckitt.One of the brothers, Darshan Patel started the Fogg brand under the
company Vini

Cosmetics which recently became the market leader in the deo category. Devendra Patel entered

the deo market with two brands- Layer'r Shot for men and Wottagirl for women. In the highly
cluttered market for deos, the key success factor lies in the differentiation. The market
is hotting up with majors like ITC entering the market with its engage brand which gobbled up
around 6% share within a short span of time.
Taking a cue from the success of Fogg, Layer’s has put in some thought with regard to the
differentiation. The brand has rightly decided to move away from the “seduction" theme and has
gone for some rational approach.
Layer'r differentiation is on the packaging. For the first time in the deo category, the brand has
gone in for a transparent packaging. While most of the fragrance products like perfumes comes
in transparent bottles, it is the first time that a deo has chosen to be packaged in a clear bottle.

 SECRET TEMPTATION:

Secret Temptation is another widely accepted deodorant brand in India for women. The brand is
under the McNroe Consumer Products Pvt. Ltd. The secret deodorants have long lasting
attractive smell without skin irritation.

The secret temptation adds itself very hot and inspirational and girls have a special interest for
that deo. Low price is another good feature comparing with other brands. Their deodorant
product range starts from Rs. 85/- only in India.

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 CHAPTER-3
LITERATURE REVIEW

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  Consumer market and behavior

Consumer markets are three markets of products and services which are purchased by individual
or households for their own consumption. The mental and social processes to make purchase
decisions are called consumer behavior. for marketers, it is essential to understand the needs of
customers as it helps a company to develop the marketing strategy which is advantageous over
competitors who have not identified these needs. When a firm wants to expand to new countries
it is necessary that it recognizes the different factors that can influence whether a customer is
interested in a product.

Problem or need Information Evaluate Purchase decision

search purchase option

1. Need recognition:-

The need recognition is the first and most important step in the buying process. If there is no
need, there is no purchase. This recognition happens when there is a lag between the consumer’s
actual situation and the ideal and desired one. However, not all the needs end up as a buying
behavior. It requires that the lag between the two situations is quite important. But the “way”
(product price, ease of acquisition, etc.) to obtain this ideal situation has to be perceived as
“acceptable” by the consumer based on the level of importance he attributes to the need. For
example, you have a pool and you would like someone to take care of regularly cleaning it
instead of you (ideal situation) because it annoys you to do it yourself (actual situation). But you
don’t judge the “way” to reach this ideal situation (pay $250 / month for a specialized company)
as “acceptable” because its price to obtain it seems too high. Especially compared to the
relatively low level of importance you attach to it. So you won’t have a purchase behavior in this
situation.

The customer feels that some product is desired to satisfy the emerging need. If it is hunger, food
is desired. Depending upon the type of need, the related satisfiers would be reached.
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2. Information search:

Once the need is identified, it’s time for the consumer to seek information about possible
solutions to the problem. He will search more or less information depending on the complexity
of the choices to be made but also his level of involvement. (Buying pasta requires little
information and involves fewer consumers than buying a car.)

Then the consumer will seek to make his opinion to guide his choice and his decision-making
process with:

 Internal information: this information is already present in the consumer’s memory. It comes from
previous experiences he had with a product or brand and the opinion he may have of the brand.

 External information: This is information on a product or brand received from and obtained by
friends or family, by reviews from other consumers or from the press. Not to mention, of course,
official business sources such as an advertising or a seller’s speech.

During his decision-making process and his Consumer Buying Decision Process, the consumer
will pay more attention to his internal information and the information from friends, family or
other consumers. It will be judged more “objective” than these from advertising, a seller’s speech
or a commercial brochure of the product.

3. Alternative evaluation:
Once the information collected, the consumer will be able to evaluate the different alternatives that offer
to him, evaluate the most suitable to his needs and choose the one he think it’s best for him.

In order to do so, he will evaluate their attributes on two aspects. The objective characteristics such as the
features and functionality of the product but also subjective perception and perceived value of the brand
by the consumer or its reputation.

4. Purchase decision:
Now that the consumer has evaluated the different solutions and products available for respond
to his need, he will be able to choose the product or brand that seems most appropriate to his
needs. Then proceed to the actual purchase itself.

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His decision will depend on the information and the selection made in the previous step based on
the perceived value, product’s features and capabilities that are important to him.

But his Consumer Buying Decision Process and his decision process may also depend or be
affected by such things as the quality of his shopping experience or of the store (or online
shopping website), the availability of a promotion, a return policy or good terms and conditions
for the sale.

5. Post-purchase behavior:
Once the product is purchased and used, the consumer will evaluate the adequacy with his
original needs (those who caused the buying behavior) and whether he has made the right choice
in buying this product or not. He will feel either a sense of satisfaction for the product (and the
choice) or, on the contrary, a disappointment if the product has fallen far short of expectations,
an opinion that will influence his future decisions and buying behavior. If the product has
brought satisfaction to the consumer, he will then minimize stages of information search and
alternative evaluation for his next purchases in order to buy the same brand which will produce
customer loyalty.

3. Factor influencing in Decision making

Decision making is a process dependent on many factors which vary from person to person and
also from region to region. Consumers are living in a society which follows its own culture and
value. Personal preference again changes with age, lifestyle, income and psychological factors.

3.1 culture influences

According to Kottler, cultural factor have the ‘broadest and deepest influence’ on consumer’s
purchasing behavior. ‘for a culture to exist , members of group or society share a distinct way of
life with common values , attitudes and behavior that are transmitted overtime in a gradual ,yet
dynamic process’. Culture is passed on from one generation to other and largely has a large
impact on children as they grow up. People growing up in an individual culture may hold
different aspiration, values and needs than people who live in a collectivistic culture center on
family and group well being. However culture values can change over a time and have to be
watched by marketers.

3.2 social influences

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Consumer purchasing behaviors are clearly effaced by social influences such as reference group,
family members and social classes.

3.2.1 Reference groups

Reference groups are groups which have influences on one’s values, opinions, attitudes, and
behavior patterns. They can be dividing into different forms:

.Aspiration reference group: it is a group of people against ho one tends to compare oneself.

.Associative reference group: The group to which one actual belongs (a group of friends, co-
workers, a club etc.) individuals in the group “react well to products linked to appreciate
associative report reference group.

. Dissociative reference group: The group to which to maintain a distance due to difference in
value or behaviors. The store brand name ‘Gap’ succeeds because many younger people wanted
to dissociate from parents and other older people.

3.2.2 Family influence

Family has the most influence on one purchasing behavior resulting from consumer
socialization, family cycle, family decision making.

 Consumer socialization: family plays an essential part in the process through which
family members acquire the skills, knowledge and attitudes necessary to their
functioning as a customer in the marketplace.
 Family life cycle: Every individual has to go through a family life cycle. Each stage
determines different purchasing behaviors. Newly married couples show more interest in
travelling services while the full-nest household tends to be a greater interested in
quality and time saving products.
 Family decision making: There are two types: spouse-dominant (decision are made
either wife or husbands) or joint decision making (either wife or husbands for making
decisions). Recently the roles of children are decision makers has changed significantly.
Many firms have to try to capture the market of which target customers are children.

3.2.3 Social class:

Social classes are determined by occupation, income, education, wealth and other variables.
People within the social class tend to possess the identical behavior, which make it easier for
marketers to place target in specific social class.

3.3 personal influences

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Every person is different. This is because of different Factors such impact our decision making
process. When a man goes out on date on a date with his partner, he will prefer to spend more
and tries to make his day more luxurious than a routine one. So in order to earn more profit,
studies of these internal and external factors are necessary.

3.4 psychological influences:

The four key psychological factors which influence consumer purchasing behavior are
motivation, perception, learning, and memory.

Motivation is the process that initiate, directs and sustains goal oriented behaviors. A motive can
be defined as a drive to safety a needs. Maslow hierarchy of needs simplified suggest that we
need to satisfy the lower level need before we are motivated to satisfy higher level need. Maslow
specific needs of their consumers so the consumers will prefer their product over those of
competitors.

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 CHAPTER-4
RESEARCH METHODOLOGY

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Research Methodology is the process used to collect information and data for the purpose
of making business decisions. The methodology may
include publication research, interviews, surveys and other research techniques, and could
include both present and historical information.

A) OBJECTIVE OF RESEARCH

 TO ANALYZE THE CONSUMER PURCHASEING BEHAVIOUR FOR

THE PRODUCT DEODORANT.

 TO DISCOVER CONSUMPTION PATTERN OF THE DEODORENT.

 TO KNOW THE EXPECTATION AND FEEDBACK OF DEODORENT

FROM CONSUMERS.

 TO COMPARE THE PERCEPTIONS OF CONSUMER ABOUT

DEODORENT AND OTHER EXISTING BRANDS.

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B) Research Plan:

RESEARCH PLAN

Research Design: Descriptive

Research Method Used Survey

Research Technique Used Questionnaire

Data Collection (location) Bhilai

Sampling Plan Simple Random

Sample Size 50

C) Research design:

Research design is the first and foremost step in methodology adopted and undertaking research
study. It is overall plan for the collection and analysis of data in the research project. Thus it is an
organized, systematic approach to be the formulation, implementation and control of research
project.

In fact a well planned and well balanced research design guards against collection of irrelevant
data and achieves the result in the best possible way.

D) Descriptive Research:

Descriptive Research has been used; it involves surveys and fact – finding senquirer of different
kinds the major purpose of descriptive research is the description of the state of affairs, as it
exists at present. The main characteristics of this method are that the researcher has no control
over the variable; he can only report what has happened or what is happening. The methods of
research utilized in descriptive research are survey methods of all kinds, including comparative
methods

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E) Data Collection:

 Primary Data:
Primary data has collected directly from customers through structured questionnaires (Individual
sample units)
 Secondary Data:
Secondary data has collected from the various magazines, website of Deodorants.

Sample Size

Our Sample size was 50, who fulfill the basis criteria customers with Deodorants.

F) Research Instrument:

Appropriately designed questionnaire to facilitate self-administered surveys with simple standard

questions were used to collect data.

Structure of Questionnaire:

The questions formulated were structured and non-disguised. The questions were asked in order to
get all the necessary information and to see that the respondents could answer them with case. This
pattern adopted facilitated in analyzing the data.

Simple Random Sampling:

In this method, each item in the population has the same probability of being selected as part of
the sample as any other item. For example, a tester could randomly select 5 inputs to a test case
from the population of all possible valid inputs within a range of 1-100 to use during test
execution, To do this the tester could use a random number generator or simply put each number
from 1-100 on a slip of paper in a hat, mixing them up and drawing out 5 numbers. Random
sampling can be done with or without replacement. If it is done without replacement, an item is
not returned to the population after it is selected and thus can only occur once in the sample.

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 CHAPTER: 5
DATA ANALYSIS AND INTERPRETION

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Q1.Which deodorant do you prefer the most?

PARAMETER NUMBER PERCENTAGE

Fogg 18 36
Axe 11 22
Park Avenue 08 16
Wild Stone 08 16
Others 05 10

TOTAL 50 100

Graph no.1

10%
16% 36%
Fogg
Axe

16% park Avenue

Wild Stone
22% Others

INTERPRETATION

I have concluded that 36% of the customer prefer Fogg , 22% prefer Axe, 16% prefer Park

Avenue & Wild stone equally and 10% customers prefer other brands of deodorant.

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Q2.Which deodorant is easily provided by wholesaler in your area?

PARAMETER NUMBER PERCENTAGE

Fogg 15 30
Axe 14 28
Park Avenue 13 26
Wild Stone 07 14
Others 01 02

TOTAL 50 100

Graph no.2
2%

14%
30%

Fogg
26% Axe
park Avenue
Wild Stone
28%
Others

INTERPRETATION

I have concluded that 30% Fogg , 28% Axe, 26% Park Avenue, 14% Wild stone and 2% other

brands of deodorant easily provided by the Wholesalers in Area

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Q3.Which deodorant provides better pricing range?

PARAMETER NUMBER PERCENTAGE

Fogg 13 26
Axe 12 24
Park Avenue 10 20
Wild Stone 13 26
Others 02 04

TOTAL 50 100

Graph no. 3

4%
26%
26%
Fogg
Axe
Park Avenue
20% 24% Wild Stone
Others

INTERPRETATION

I have concluded that 26% Fogg & Wild Stone, 24% Axe, 20% Park Avenue and 4% of other

Deodorant provide better pricing range.

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Q4.Which deodorant provides more varieties/alternatives?

PARAMETER NUMBER PERCENTAGE

Fogg 14 28
Axe 13 26
Park Avenue 11 22
Wild Stone 12 24
Others 00 00

TOTAL 50 100

Graph no. 4
0%

24% 28%
Fogg
Axe
park Avenue
22%
26% Wild Stone
Others

INTERPRETATION

I have concluded that 28% Fogg , 26% Axe, 24% Wild stone, 22% Park Avenue and 0% other

Deodorant provide more varieties/alternatives.

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Q5.Which deodorant advertisement is more affective?

PARAMETER NUMBER PERCENTAGE

Fogg 14 28
Axe 17 34
Park Avenue 07 14
Wild Stone 05 10
Others 07 14

TOTAL 50 100

Graph no.5
14%
28%
10%
Fogg
Axe
14%
park Avenue
34% Wild Stone
Others

INTERPRETATION

I have concluded that 34% Axe, 28% Fogg, 14% Park Avenue & Others deodorant equally and

10% Wild stone advertisement is more affective.

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Q6.Which deodorant provides more quantity?

PARAMETER NUMBER PERCENTAGE

Fogg 11 22
Axe 13 26
Park Avenue 12 24
Wild Stone 10 20
Others 04 08

TOTAL 50 100

Graph no.6
8% 22%
20%
Fogg
Axe
26%
24% park Avenue
Wild Stone
Others

INTERPRETATION

I have concluded that 26% Axe, 24% Park Avenue, 22% Fogg, 20% Wild Stone and 8% of other

Deodorant provides more Quantity.

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Q7. Which deodorant is less aware by you?

PARAMETER NUMBER PERCENTAGE

Fogg 02 04
Axe 04 08
Park Avenue 10 20
Wild Stone 15 30
Others 19 38

TOTAL 50 100

Graph no.7

4% 8%
38% Fogg
20%
Axe
park Avenue
Wild Stone
30%
Others

INTERPRETATION

I have concluded that 38% other brands, 30% Wild Stone, 20% Park Avenue, 8% Axe and 4%

Fogg customers are less aware .

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Q8.Which deodorant gives the most beneficial schemes/offers?

PARAMETER NUMBER PERCENTAGE

Fogg 19 38
Axe 09 18
Park Avenue 09 18
Wild Stone 11 22
Others 02 04

TOTAL 50 100

Graph no.8
4%

22% 38% Fogg

Axe

18% park Avenue

18% Wild Stone

Others

INTERPRETATION

I have concluded that 38% Fogg, 22% Wild Stone, 18% Axe & Park Avenue equally and 4% of

other Deodorant gives most beneficial schemes/Offers.

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Q9. Which deodorant has long lasting freganance?

PARAMETER NUMBER PERCENTAGE

Fogg 20 40
Axe 15 30
Park Avenue 05 10
Wild Stone 08 16
Others 02 04

TOTAL 50 100

Graph no.9
4%

16% Fogg
40%
10% Axe
park Avenue

30% Wild Stone

Others

INTERPRETATION

I have concluded that 40% Fogg, 30% Axe, 16% Wild stone, 10% Park Avenue and 4% of other

Deodorant has long lasting fregenance.

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38 | P a g e
 CHAPTER-6
FINDING OF THE STUDY

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Followings are the findings of my study:

 It was found that Price is a significant factor to influence consumer to purchase a

deodorant.

 It was found that varieties/alternatives is a significant factor to influence consumer to

purchase a deodorant.

 It was found that Brand image is a significant factor to influence consumer to purchase a
deodorant.

 It was found that long lasting fragrance is also a significant factor to influence consumer
while purchasing a deodorant.

 It was found that advertisement is a factor for came to know about deodorants
customers.

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 CHAPTER -7
RECOMMENDATION

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RECOMMENDATIONS:

 Price is critical factor while purchasing the deodorants. Customers are comfortable with
the current pricing strategy. Existing brands must not increase its price unless it does not
come out with fragrances which are unique.

 Branding is important along with the other major attributes like price, attractive
packaging and long lasting deodorant. These are the three major attributes which existing
brands must focus on to satisfy the deodorant users.

 Existing brands must come out with fragrances specifically for the professionals who can
spray it on formal occasions and also they must launch fragrances specific to the climatic
seasons like in summer.

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 CHAPTER -8
LIMITATION OF THE STUDY

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Limitation of the study:

Although the sincere efforts have been done to collect authentic and relevant information, the
study may have the following limitation:

 Time constraint lead to insufficient data.

 Sample size is limited and sample may not be represents the total population.

 The information provided by the customers might be biased.

 Language is the another problem faced by the respondent.

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 CHAPTER- 9
CONCLUSIONS

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CONCLUSION:

“A STUDY OF FACTORS INFLUENCING THE PURCASE OF DEODORANT FOR MEN’S

AMONG POST GRADUATE STUDENTS IN DURG-BHILAI” and its successfully done. All
the customers want to discount while purchasing deodorant and fragrance which are unique

In this study it can be seen that factors like Price, Brand image and Promotional offers are found
significant which influencing purchase decision of a deodorant

Brand of the deodorant is an important factor which create image inside the mind of consumer
for purchasing a deodorant so brand place an important role.

Promotional schemes also attracts consumers so that they can get special offer while purchasing
a deodorant so promotional offer is a significant factor influence purchase decision for a
deodorant.

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 REFERENCES
Books:

Kotler Philip “Marketing Management” revised edition, prentice hall of India New Delhi, 2006.

Kothari C.R.(1985), “Research methodology- method & technique (2ndedition)”new age

international publish.

Website:

http://en.wikipedia.org/wiki/Buying_decision_process

https://en.wikipedia.org/wiki/Deodorant

http://www.mensfitness.com/styleandgrooming/grooming/15-best-deodorants-men

http://www.antiperspirantsinfo.com/en/antiperspirants-and-deodorants/about-antiperspirants-and-
deodorants.aspx

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 QUESTIONNAIRE

I am a student of SSEC- SSTC, Bhilai conducting a research on “A STUDY OF FACTORS

INFLUENCING THE PURCASE OF DEODORANT FOR MEN’S AMONG POST
GRADUATE STUDENTS IN DURG-BHILAI REGION” please provide your feedback and
this will be kept confidential.

Q1.Which deodorant do you prefer the most?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] other please specify __________________

Q2.Which deodorant is easily provided by wholesaler in your area?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify __________________

Q3.Which deodorant provides better pricing range?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify_________________

Q4.Which deodorant provides more varieties/alternatives?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify_________________

Q5.Which deodorant advertisement is more affective?

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 Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify__________________

Q6.Which deodorant provides more quantity?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify__________________

Q7.Which deodorant is less aware by you?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify___________________

Q8.Which deodorant gives the most beneficial schemes/offers?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify__________________

Q9. Which deodorant has long lasting fragrance?

Fogg [ ] Axe [ ] Park Avenue [ ]

Wild stone [ ] others please specify__________________

Respondent information:

Name
Age 20-24
25-29 30 & above
Occupation Business Service
Student

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