(SYNOPSIS)

Submitted by
Amit Choudhary Roll No. 23003 PGP - I Bharathidasan Institute of Management, Trichy

SYNOPSIS The overall responsibility of the authors was to gather all kind of required information regarding the emerging segment of multipurpose cleaner and then conduct market survey for consumer buying behavior of multipurpose cleaner in order to provide feasible branding suggestion for the new product that was going to be launched by HENKEL along with completing two small projects. The summer project can be divided into following sub-parts:

Industry analysis of household cleaner segment with special focus on multipurpose cleaner (it includes analyzing global, Asian, Indian context; study of various available surveys, reports and literature; comparative study of various competitors product available in market).

Preparation of questionnaire including exhaustive questions to map consumer buying behavior of multipurpose cleaner.

Generation of survey report with proper qualitative and quantitative analysis. Providing branding suggestions for new product (planned to be launched by HENKEL in emerging multipurpose cleaner segment in India).

A study of apparel industry with focus on mens branded clothing for clients CLASSIC POLO and TIBRE. (mini project)

Comparative review of MRF tyres website and providing suggestions for improvement. (mini project)

I have covered my main project, i.e., consumer buying behavior survey in this synopsis.

GENERAL DETAILS

Organization: TBWA/Anthem India (Chennai)

Main contact person: Mr. Amarnath (G.M.)

Project guide: Mr. Hari, Mr. Vijai (Account Managers)

Reasercher: Amit Choudhary (Bharathidasan Institute of Management, Trichy)

Report prepared by: Amit Choudhary (Bharathidasan institute of Management, Trichy)

Definition of the population: the consumer of Chennai having more than Rs.10, 000 monthly incomes and using various household cleaners.

Exclusions from the sample: People having monthly salary less than Rs. 10,000. People of age group less than 18 years.

Sample selection process: simple random sampling

DISCLAIMER
Although the questionnaire used in the process was open ended and descriptive, I tried to convert some of the question in the quantitative scale in order to perform some statistical tests (using SPSS 11.5) so that recommendations can get a formal and objective numerical basis. For the rest of the question where such quantitative conversion is not possible I tried to analyze the general trends and give results accordingly through verbal summary. The sample population that I used in this analysis is 87. In few question responses are more than the sample as in the case of multiple responses. I tried to use an exhaustive questionnaire with 30 questions that is why it was not possible to get the response of each question from each respondent. Certain responses could not be obtained (missing type) and certain responses are in the cant say category. I tried to analyze the responses with the due consideration to all these factors. Since the whole survey is performed by me individually and more sample population could not be covered in this survey, results and recommendations are just suggestive and could not be considered either exhaustive or final. Higher sample population will provide more rational basis to my arguments.

EXECUTIVE SUMMARY

According to Executive News Report from AC Nielsen Global Services July 2006, there are certain key themes that are crucial for growth of household products: Innovation and technological advancements Health and Wellness Convenience (making cleaning one step easier wins with consumers)

I have tried to address these three key issues along with accommodating other concerns in our questionnaire in the process of measuring consumer buying behavior for multipurpose cleaners. I framed and analyzed the questions in respect of five-stage model of the consumer buying process

Problem Recognition
(60.8 % of respondents were facing some sort of problem in cleaning)

Information search
(Source of information: 48.9% of the respondents-television, 33.7% of respondents - family/friend/relative)

Evaluation of alternatives
(32.1% of the respondents are aware about at least two other brands)

Purchase decision

(57.6% of sample replied female and 42.4% replied male as the decision maker)

Post purchase behavior

(50.6% of the respondents are satisfied with their present cleaner but majority of them are open to better alternative)

And, I tried to figure out the consumer buying behavior type of multipurpose cleaner according to following model

Low involvement

High involvement

Low differentiation

Habitual buying behavior

Complex decision making

High differentiation

Variety seeking buying behavior

Dissonance reducing buying behavior

As, 64.1% of respondents were not at all aware about any difference among various brands(low differentiation) and Only 42.1% of respondents used to read information carefully before buying a cleaner(low involvement); so it suggests that it should be a habitual buying behavior.

MAIN ISSUE OF THE PAPER

To find out consumer buying behavior of multipurpose cleaners and provide brand management recommendations for the New Product Launch of multipurpose cleaner by Henkel. Other objectives: To find out the major players in related segments and their brand movement of house care products. To find out customer segmentation. To find out Brand preference. To find out the preference for new product. To find out consumer awareness about other brands. To find out the price they are ready to pay. To find out the awareness level about multipurpose cleaner. To find out their satisfaction level with the existing brand.

METHODOLOGY
The study was conducted in Chennai where Henkel is planning to launch its new multipurpose cleaner, the study mainly focused on collecting primary data from the samples (N=87) from Chennai. The simple random sampling technique was used to provide relevant outcomes for the study. Structured questionnaire comprised of 30 questions which were dedicated for qualitative and quantitative measurement of different aspects of consumer buying behavior of multipurpose product. I mainly used open ended descriptive question to gauge the perception of the consumer. The questionnaire had been logically divided in to three major areas viz. to measure awareness and loyalty for the existing household cleaner brands, general perception and requirements regarding cleaners and awareness level for multipurpose cleaner segment. As the whole survey is about getting some new insights from the consumer that is why the questionnaire is fairly lengthy in order to analyze in depth all the crucial aspects and hence it was not practical to get responses about all the questions from all the respondents. The primary purpose of the exploratory research is to do the qualitative analysis and perception mapping of consumer about the multipurpose cleaner segment and then providing recommendation for the launch of new product by Henkel. I used the statistical analysis to identify the significant impact of various factors on the buying behavior. Three major demographic variables had been selected viz. Gender, Age and Income. I also used various available reports (wherever required and with source name) in order to provide

more feasible suggestions. I analyzed frequency distribution, chi-square test and correlation test in order to find any specific relationship amongst various Variables.