ariel vs surf excel research report

Table of content

Serial #

Topics Page #

01 Acknowledgement 202 Executive Summary 303 Introduction 404 Research Objective 605 Information Needs 606 Research Design & Data

Sources7

07 Data Collection Procedure

7

08 Sample Design 809 Data Processing &

Analysis8

10 Research Findings 2511 Recommendations 2712 Annexure 28

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Acknowledgement

I would like to show my gratitude towards our course

instructor Mr. Ahmed Butt for teaching and making us

capable enough to work on this report. Without his complete

guidance and support I would not have been able to

complete this endeavor. I would also like to show my

gratitude towards the respondents for their time and

providing valuable information without which this report

would have not been completed. This report contains all the

relevant material required as per instruction. I hope this

report meets his expectations.

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Executive summary

This research has determined the consumer’s attitude with

regards to Ariel and Surf Excel, the brand image of both the

detergents in the minds of the consumers, the level of

loyalty possessed by them and their level of satisfaction. The

data has been collected from the respondents through

personal interviews and a detailed questionnaire was

designed for that purpose. The interviews have been

conducted from the respondents at random locations and on

telephone. The sample includes 23 respondents. The data

gathered has been analyzed on a question-by-question

basis. The details of the research findings are mentioned

after the analysis. And recommendations are given to the

management based on the research findings

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Introduction

Ariel

Procter & Gamble started its operations in the country in 1991 is marketing a range of consumer goods products. Ariel is the product of P&G. Ariel detergent gives impeccable cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents, thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness.

Surf Excel

Surf Excel is the product of Unilever. Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. The company believes that dirt is a valuable way to enrich lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, Unilever invests heavily in developing a range that suits the pockets of all income groups. This has included launching affordable packs that not only offer the top-clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand.

Research Background and Project Overview

Ariel has been in the market for 18 years now; however Surf Excel has a greater share in the detergent market. The consumer’s viewpoint is of great importance for the simple reason that they are the bread and butter of any organization. Hence, this research is aimed to find out the consumers perception with regards to Ariel vis-à-vis Surf Excel. This research will also try to find the brand image of both the

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detergents in the minds of the consumers, the level of loyalty possessed by the consumers and their level of satisfaction.

COMPARITIVE ANALYSIS OF CONSUMER PRECEPTION WITH

REGARDS TO ARIEL VIS-À-VIS SURF EXCEL

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Research Objectives

To determine the attitude of consumers towards Ariel vis-à-vis Surf Excel.

To identify the perception of consumers about Ariel.

To determine the effectiveness of Ariel vis-à-vis Surf Excel.

Information Needs

To determine the brand image of Ariel in the minds of the consumers.

To determine the brand image of Surf Excel in the minds of the consumers.

To determine the satisfaction of consumers regarding the detergent they are using.

To comparatively gauge the level of Brand Loyalty possessed by consumers of Ariel and Surf Excel

To determine the extent of brand awareness and brand recall of Ariel

To determine the extent of brand awareness and brand recall of Surf Excel

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Research Design and Data Sources

The research carried out is an exploratory research that is; it has only determined the consumer perception about ARIEL VIS-À-VIS SURF EXCEL

The focus of this research is obtaining primary data. The data is acquired via communication with the respondents. The respondents include consumers of Ariel and surf Excel and personal interviews were undertaken with the respondents.

Data Collection Procedure

The data has been collected from the respondents through personal interviews and a detailed questionnaire was designed for that purpose. The questionnaire was designed according to the research objectives; the questions fulfill the aim of determining the comparative attitude of the consumers towards Ariel and surf Excel. For these purposes, 14 questions are included in the questionnaire. The questionnaire is available in Annexes

The interviews have been conducted from the respondents as follows:

On telephoneAt random locations.

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Sample Design

Quota sampling has been used in this research. The sample includes 23 respondents. All the respondents are from Gulshan Town and are house wives. The factor that was considered in order to qualify the housewives as an eligible respondent was, that she has used Ariel and Surf Excel both.

Data Processing

The data gathered has been analyzed on a question-by-question basis. The number of respondents highlighting a particular choice given to them in multiple choice questions have been calculated, tabulated and elaborated graphically. The similar responses to the open ended questions were grouped together and are tabulated and elaborated graphically.

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1. When you think of detergents which brand comes to your mind?

Options given to respondents No. of respondents choosing the optionAriel 7Surf Excel 16Others -----

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2. Which detergent do you use?

Options given to respondents No. of respondents choosing the optionAriel 8Surf Excel 15

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3. When you think of Ariel, what comes on top of your mind?

Options No of respondentsBright Clothes 12Packaging 2Fragrance 4Average Detergent 3Advertisements 2

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4. When you think of Surf Excel, what comes on top of your mind?

Response No of respondentsSlogan 1Packaging 5Fragrance 2Average Detergent 3Good Detergent 12

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5. Since when have you been using it?

Options given to respondents No. of respondents choosing the optionLess than a year 21-5 years 86-10 years 1011-20 years 021-30 years 0More than 30 years 3

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6. What do you look for when making a purchase decision for a detergent?

Options given to respondents No. of respondents choosing the optionPerformance 16Economy 5Status Symbol 0Packaging 2All of the above 0Others 0

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7. How is your overall experience with Ariel?

Options given to respondents No. of respondents choosing the optionVery Good 8Good 10Average 4Bad 1Very Bad 0

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8. How is your overall experience with Surf Excel?

Options given to respondents No. of respondents choosing the optionVery Good 12Good 7Average 3Bad 1Very Bad 0

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9. Are you satisfied with the brand you are currently using?

Options given to respondents No. of respondents choosing the optionYes 21No 2

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10.Please elaborate the answer

Ariel

Respondents who are satisfied by Ariel

Response No. of respondents Good Performance 3Protects Color 4

Respondents who are unsatisfied by Ariel

Response No. of respondents Costly 1

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Surf Excel

Respondents who are satisfied by Surf Excel

Response No. of respondents Removes Stains 4Best detergent 3Little Quantity used 2Availability 3Does not harm the skin 2

Respondents who are unsatisfied by Surf Excel

Response No. of respondents

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Does not protect color 1

11. Are you thinking to change the brand in the future?

Options given to respondents No. of respondents choosing the optionYes 14No 9

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12.Please give the reasons

Ariel

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Respondents who said YES

Response No. of respondents If better brand available 2Will try a new brand but switch back to Ariel 2Costly 1

Respondents who said NO

Response No. of respondents Satisfied 3

Surf Excel

Respondents who said YES

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Response No. of respondents If better brand available 8Try Ariel 2

Respondents who said NO

Response No. of respondents Satisfied 5

13.If we seek your suggestions to improve the sales of Ariel, what suggestions do you provide?

Response No. of respondents Promotions 7Reduce price 5

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Improve quality 8Improve packaging 3

14.If we seek your suggestions to improve the sales of Surf Excel, what suggestions do you provide?

Response No. of respondents Promotions 2Reduce price 6Improve quality 10

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Improve packaging 1Maintain the position in market 4

Research findings

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91% of the respondents were satisfied by the detergent they are using.

70% of the respondents recalled Surf Excel and 30% recalled Ariel when they thought of detergent.

61% of the sample population said they might change the brand in the future. Out of which 67% is willing to try a better detergent if available.

52% of the sample population associated Bright clothes with Ariel, 17% fragrance, 13% said that it was an average detergent, 9% recalled its advertisement and the remaining 9% associated packaging to it.

52% of the respondents said that Surf Excel is a good detergent, 22% had a strong association with its packaging, 13% said that it was an average detergent, 9% recalled its fragrance and the remaining 4% remembered the slogan

17.4% of the sample population who use Surf Excel said that they find it economical since they only have to use a little quantity.

13.04% of the respondents who have lived abroad said that they find a lot of difference in the quality of Ariel which they used there and the one that is available in Pakistan.

The general perception of 9% of the sample population reflects that the quality of Ariel has gone down.

21.74% of the respondents gave a general comment that the detergents fade the colored fabrics.

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All the respondents said that they look for performance when purchasing a detergent, those who said they look for economy also added that they look for the best quality in a reasonable price.

Respondents who said they also go for packaging when making a purchase decision were consumers of Surf Excel and they all recalled the container packaging of Surf Excel which they found very convenient

Recommendations for the management

In the wake of the analysis and findings of this research study, the following recommendations are extended to the management

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Ariel ads always remain focused towards lower middle class but their price is high and out of reach for lower middle class so Ariel should decrease its prices and bring it to the level of Surf Excel. People perceive both the detergents as equally good, but they purchase Surf Excel since they find it more economical.

Ariel needs to improve its packaging. It can introduce container packs which are refillable and are very convenient to use. They can introduce the containers for a limited time this would increase the sales and people would get a chance to use the new and improved version of Ariel that is Ariel Enzymax. The company to introduce container packaging for its large size packs, which are usually bought monthly.

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ariel vs surf excel research report

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