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Report On Detergents In New Zealand

Sukhchain Singh9/2/2010


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Executive summary

Good overall performance with growth above inflation

Despite the economic slowdown and reduced consumer expenditure, home care in New

Zealand achieved good growth in 2009, driven by the rising demand for new product

launches in key categories. In 2009, these included laundry care, dishwashing, surface

care and insecticides, while the economic downturn saw some New Zealanders trade

down to cheaper alternatives as demonstrated by the positive progress made by private

label. Trading down was also more pronounced in categories with high levels of maturity

namely, bleach, air care and toilet care.Major categories benefit from mega launches

The growth recorded in 2009 was buoyed by significant new launches led by the

introduction of super concentrated (2x) automatic laundry powder. These almost

simultaneous introduction of major brands belonged largely to Unilever New Zealand

Ltds Persil and Surf and Cold Power and Fab by Colgate-Palmolive Ltd. However, given

the added benefits of eco-friendliness, the new launches were highly successful. Going

green in New Zealand also gained momentum among consumers largely due to the first

mainstream green brand, Green Works introduced by Clorox New Zealand Ltd.

Unilever New Zealand retains its leadership

In 2009, home care did not see any major changes in the competitive positions enjoyed

by leading players. Instead it was dominated by multinational players which continued to

consolidate their respective positions. Overall dominance of the competitive landscape of

home care was led by Unilever New Zealand with Reckitt Benckiser New Zealand,

Colgate-Palmolive and SC Johnson & Son (NZ) Pty Ltd being the other prominent

players. The success of the multinational companies can be attributed to significant

investments in new product launches followed by marketing and promotional activities.

Despite the dominance of multinational players, 2009 was a fruitful year for local players

such as Quantum Pacific Ltd and Kiwicare Corp Ltd as these local companies were

successful in gaining consumer confidence for their ability to meet their needs.

Supermarkets/hypermarkets lead retail distribution


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During 2009, supermarkets/hypermarkets continued its dominance of the distribution of

home care in New Zealand. Despite a duopoly structure led by Foodstuff and Progressive

Enterprise, the competition among the two supermarket groups continued to be intense.

Apart from numerous benefits which supermarkets provide, such as convenience, highly

competitive retail prices and an extensive range of consumer goods, their private label

lines also provided a broad selection of products as value for money options. Private

label is much more relevant to many consumers at a time when they are faced with

reduced expenditure due to a recession.

Steady sales set to increase over the forecast period

Despite a high level of maturity for some core categories, home care in New Zealand is

expected to continue with steady sales in constant value terms over the forecast period.

As the economy is expected to recover in the short-term, which will result in the relaxing

of household spending pressure, it is likely that major innovations will be witnessed over

the forecast period in order to encourage high levels of trading up to more efficient and

convenient products. Innovations will be more apparent in less mature categories such as

dishwashing, surface care and insecticides.

The research design used in our research was descriptive incorporating knowledge from

secondary information analysis, qualitative research, methodology selection, question

measurement & scale selection, questionnaire design and sample design to be used. And

simple random sampling was done. Target customers were mainly housewives, bachelorsand others who are using detergents. The age group was not defined. Area where

research is done is Auckland CBD, Remura ,Mount Wellington And Henderson because

of the convenience factor. Marjory Quantitative Techniques like frequency distribution and

cross tabulation to make interpretations


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Introduction

to

Project


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DetergentDetergent is a material intended to assist cleaning. The term is sometimes used to

differentiate between soap and other surfactants used for cleaning. As an adjective

pertaining to a substance, it (or "detersive") means "cleaning" or "having cleaningproperties"; "detergency" indicates presence or degree of cleaning property.

The term detergentby itself is sometimes used to refer specifically to clothing detergent,

as opposed to hand soap or other types of cleaning agents.

Plain water, if used for cleaning, is a detergent. Probably the most widely used detergents

other than water are soaps or mixtures composed chiefly of soaps. However, not all

soaps have significant detergency and, although the words "detergent" and "soap" are

sometimes used interchangeably, not every detergent is a soap. The term detergent is

sometimes used to refer to any surfactant, even when it is not used for cleaning. This

terminology should be avoided as long as the term surfactantitself is available.

Components

Detergents, especially those made for use with water, often include different components

such as:

Surfactants to 'cut' (Emulsify) grease and to wet surfaces

Abrasive to scour

Substances to modify pH or to affect performance or stability of other ingredients, acids

for decaling or caustics to break down organic compounds

Water softeners to counteract the effect of "hardness" ions on other ingredients

oxidants (oxidizers) for bleaching, disinfection, and breaking down organic compounds

Non-surfactant materials that keep dirt in suspension Enzymes to digest proteins, fats, or carbohydrates in stains or to modify fabric feel

Ingredients that modify the foaming properties of the cleaning surfactants, to either

stabilize or counteract foam

Ingredients to increase or decrease the viscosity of the solution, or to keep other

ingredients in solution, in a detergent supplied as a water solution or gel


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Ingredients that affect aesthetic properties of the item to be cleaned or of the detergent

itself before or during use, such as optical brighteners, fabric softeners, colors, perfumes,

etc.

Ingredients such as corrosion inhibitors to counteract damage to equipment with which

the detergent is used

Ingredients to reduce harm or produce benefits to skin, when the detergent is used by

bare hand on inanimate objects or used to clean skin

Preservatives to prevent spoilage of other ingredients Sometimes materials more

complicated than mere mixtures of compounds are said to be detergent. For instance,

certain foods such as celery are said to be detergent or detersive to teeth.

TypesThere are several factors that dictate what compositions of detergent should be used,

including the material to be cleaned, the apparatus to be used, and tolerance for and type

of dirt. For instance, all of the following are used to clean glass. The sheer range of

different detergents that can be used demonstrates the importance of context in the

selection of an appropriate glass-cleaning agent:

a chromic acid solutionto get glass very clean for certain precision demanding purposes

such as analytical chemistry a high-foaming mixture of surfactants with low skin irritationfor hand washing of

dishware in a sink or dishpan

any of various non-foaming compositionsfor dishware in a dishwashing machine

other surfactant-based compositionsfor washing windows with a squeegee, followed by

rinsing

an ammonia-containing solutionfor cleaning windows with no additional dilution and no

rinsing ethano l or methanol in windshield washer fluidused for a vehicle in motion, with no

additional dilution

glass contact lens cleaning solutions, which must clean and disinfect without leaving any

eye-harming material that would not be easily rinsed


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History of Detergent

The earliest detergent substance was undoubtedly water; after that, oils, abrasives such

as wet sand, and wet clay. The oldest known detergent for wool-washing is stale

(putrescent) urine. Other detergent surfactants came from saponin sand ox bile. The

detergent effects of certain synthetic surfactants were noted in 1913 by A. Reychler, a

Belgian chemist. The first commercially available detergent taking advantage of those

observations was Nekal, sold in Germany in 1917, to alleviate World War I soap

shortages. Detergents were mainly used in industry until World War II. By then new

developments and the later conversion of USA aviation fuel plants to produce tetra

propylene, used in household detergents, caused a fast growth of household use, in the

late 1940s. In the late 1960s biological detergents, containing enzymes, better suited todissolve protein stains, such as egg stains, were introduced in the USA by Procter &

Gamble.

New Zealand Detergent market

2009 marked an important milestone in laundry care, which set a new chapter in

innovation with the introduction of super-concentrated automatic powder detergents led

by Unilever New Zealand and Colgate-Palmolive. The simultaneous launch of severalbrands also led to public confusion and over-use of these new and expensive products.

The laundry detergents market is currently worth $99.9 million*, which is up 3.4%* on the

same time last year. The number of washes in the market is currently 363 million, up

5.9% on last year.

Value increases in this category are not something that has been experienced in the past

three years, and the value of the market has been as low as $95.7 million (MAT to 10

August 2008).

The average price paid per wash in the market has been consistently decreasing over

time. In 2004, the APP per wash was $0.32, and this then dropped to $0.27 in 2008. This

year this trend has been reversed and the category has seen the APP per wash increase

back to $0.29 (YTD 7 June 09). This increase in what consumers are paying per wash

has in turn driven the category back into growth.

All major manufacturers have now changed to 2x concentrate powder products, which


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mean that consumers, retailers and manufacturers can all enjoy the benefits that these

products .

Detergent Brands

Unilever Ltd

Unilever Australasia currently has a 48.8%* share of the category and has the number

one and two brands in the category. Persil is the No.1 product with a 27.8%* share and

Surf is No. 2 with a 20.0%* share.

Persil continues to dominate the premium end of the category with an average price per

wash of $0.38*, which is 40.7%* higher than the average price of the category. Support of

Persil is one way to grow the value of this category.

The segments within this category that are growing are:

Liquids now account for 13.8% of the category and are growing at 15.3%*. The growth

in liquids can be attributed to new 3x / 2x formats in the marketplace, and also consumer

communication on liquids. The average price paid per wash for liquids is currently $0.46,

which is a 70.3% premium to the average in the category. Liquids offer a significant

opportunity to grow this category.

Front-loader products are in growth at 11% and now account for 7.5%* of the category

sales. As more washing machine manufacturers increase the range of front-loaders

available this segment will continue to grow.

Sensitive products are growing at 18.7% and make up 14.5% of the category. These

products satisfy those consumers with skin allergies and asthma and are suitable for

young children. Persil products make up 75.7% of the sensitive segment.

COLGATE-PALMOLIVE : THE ULTRA LONG CLOTHESLINE

Colgate-Palmolive is the No.2 laundry detergent manufacturer in the New Zealand market

with the brands Cold Power, Dynamo and Fab.

Cold Power, with its heritage in cold-water performance, offers fast and simple total

laundry results with its value add variants: Cold Power with a touch of Cuddly, Cold

Power with a boost of Sard, and the newest addition Cold Power Pure Essentials.


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Cold Power Pure Essentials features a touch of baking soda and a delicate white lily

fragrance that provides an outstanding dermatologist-tested clean in cold water. Cold

Power offers both powdered and liquid variants.

Fab offers sensorial gratification and value for money. With popular variants Frangipani,

Lavender, and Jasmine Fresh, Fab offers an affordable range of fresh fragrances.

Dynamo is a premier liquid detergent, providing superior stain removal results. Dynamo is

available in both a bottle and an environmentally friendly refill format.

March 2009 marked the launch of Ultra detergents for Colgate-Palmolive. New 2x Ultra

Concentrated formulations replaced regular formulations in both powder and liquid

formats, requiring only half as much to get the same great results. With packs and bottles

reduced in size, not only are they now easier to carry and store, but they are also better

for the environment, representing less packaging and waste.

With the launch of 2x Ultra detergents representing such a change to the Laundry

category, consumer education was a huge focus. In support of this initiative, TV, print, in-

store point of sale, and the launch of the online resource www.2xultra.co.nz were all

cohesively tied together to assist consumers. Colgate-Palmolives PR initiative The

Ultra Long Clothesline served to both educate consumers and collect over 5000 items

of clothing for donation to the New Zealand Red Cross.

ECOVER : SUSTAINABLE AND GENTLECeres Enterprises, New Zealands premier certified organic distributor, markets and

distributes a range of biodynamic detergents and cleaning agents under the brand

ECOVER.

ECOVER is internationally known for producing ecological cleaning products based on

renewable plant-based materials and minerals. The ECOVER concept is based on

excellent cleaning and sustainable quality.

The laundry range includes laundry liquid, delicate washing liquid, laundry powder, fabric

softener, laundry bleach and stain remover. All these ECOVER products are made with

natural plant-based ingredients and contain no chemical residue, no chlorine or optical

brighteners and no artificial fragrances. They are ideal for people with sensitive skin and

for washing baby clothes.

Consumers across the globe are becoming more aware of the negative impact that

chemicals contained in everyday household products have on the earth. So they are


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increasingly turning to brands such as ECOVER which are not only sustainable but are

gentle on the environment as well as the skin. ECOVER also offers a variety of household

cleansing and personal care products and is available in all organic and health stores and

selected supermarkets.

ECOSTORE : SAVING THE PLANET WHILE SAVING MONEY

More and more people are going green. Ecostores target market is the LOHAS market

(Lifestyles Of Health & Sustainability) which represents 26% of the New Zealand

population (30% in the US) and continues to grow as people become more aware of the

impact of what they are putting in and on their bodies.

This market has shown to be resistant to recessionary pressures.

One third of New Zealanders continue to buy sustainable products despite current

economic pressures (Business Council for Sustainable Development online survey of

14,000 members, 2008) and items offering greener qualities will continue to sell even if

recessionary conditions persist (trendwatching.co.nz, 2009).

Consumers are more willing to pay a premium for eco-friendly products, with laundry

market consumers spending $2.38 extra on eco-friendly products per unit than total

category average (Aztec Scan Data, 13 w/e 28/12/08).

Ecostore offers plant and mineral-based products that are good for the environment and

good for your health. Its products are free from the chemicals found in leading brandswhich can cause skin irritations, asthma and allergies. They are highly concentrated, and

always have been giving customers strong value for money.

Ecostores 1kg laundry powder gives 32 standard washes 39% more value than the 23

washes offered from other leading brands and its laundry powder has been judged best

performer in warm water and equal best performer in cold water when compared to four

leading brands (Target, 2004).

Not only is the company offering products that are sustainable but theyre also even

regenerative.

In the past five years, through people purchasing its laundry powder, Ecostore has saved

4.4 billion litres of chemical-laden grey water going into New Zealand water systems

thats enough water for one million people to shower daily for three months.

With the launch of its fabric softener and ultra concentrate laundry liquid in March 2009,

Ecostore now has a full range of laundry products. The range includes: Laundry powder


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both top 1kg, 2kg and front loader 1kg; Laundry liquid 500ml, 1 litre; Oxygen Whitener 1

litre; Wool & Delicates 500ml; and Fabric Softener 500ml.

A national ad campaign to support the launch of its fabric softener and laundry liquid

earlier this year has been running nationwide in store demonstrations over winter months.

It has full ranging in grocery nationwide (both Foodstuffs and Progressive), is in

Woolworths nationwide in Australia and Meijer in five states in the US. It has further

presence in Singapore, South Korea, Hong Kong and Taiwan, and has full distribution in

Australasian green stores and via its website.

Ecostore is updating its packaging on laundry powder to strengthen its structural integrity

and will be launching an unscented variant later this year. The company is commencing a

testing program to provide more concrete proof of performance supporting what

customers have been feeding back all these years.

Growth for Ecostore is far outstripping overall category growth: category growth at 3% vs

Ecostore at 25% ($$, Aztec MAT 7/6/09). Ecostore has dominant share of the eco laundry

segment, holding 56% value share ($$, Aztec HE 31/5/09).

PZ CUSSONS : CAUTIOUS APPROACH WINS THE DAY

PZ Cussons is the third largest manufacturer of the laundry products that are sold in New

Zealand. All of its laundry products are manufactured at its Melbourne manufacturing

plant in Australia and shipped directly to New Zealand. The company does notmanufacture or import any of its laundry products from Asia.

PZ Cussons holds a 14.8% value share of the Laundry Powder category on a MAT basis

and its share is growing at a rate of over 38% on an annual basis (Aztec Data to 24 May

2009). This significantly bucks the norm in a category which is primarily stagnant.

Growth during the last quarter is a staggering 99% versus the same period a year ago,

which has aided total category growth of 14.2% a welcome change for the retail world

after numerous prior periods of decline.

The brands in the PZ Cussons portfolio include: Reflect 2x Ultra Concentrate; Reflect

Micro Max; Down To Earth; and Duo.

PZ Cussons views its focus on innovation and regional-based brands as its key points of

difference and competitive advantage over the multinational companies.

The directional decisions regarding our brands within the New Zealand market are made

by the New Zealand team. The company does not have a hierarchical structure requiring


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multiple sign-off points in order to make things happen. The local team can adapt its

portfolio to a specific opportunity very quickly. The introductions of Reflect Micro Max and

Down To Earth into the New Zealand market are prime examples of this approach. Both

brands are specific Kiwi brands and were launched after consultation with our retail

partners and our collective ability to identify and capitalise on a known gap in the market,

says Rob Spence, New Zealand country manager.

The Down To Earth brand built a strong reputation and share of trade within the

Dishwash category by being an environmentally conscious, high performing, yet

affordable product. It was launched as a phosphate free eco-formulated product into the

Laundry category approximately a year ago, based on exactly the same philosophy.

With its Reflect Micro Max proposition, PZ Cussons was the first of the three major

manufacturers to launch a Super or Ultra Concentrated product into the New Zealand

market. It was developed in conjunction with Fisher & Paykel, has F&Ps full

endorsement, which is highlighted on every pack, and is aiding both PZ Cussons and

total category growth.

The total category has now predominantly changed to Ultra Concentrate formulations

both in liquids and powder.

The change, which commenced in March 2009, is driving value growth within the

category; however it is taking a while for consumers to understand, trust and use it

correctly.PZ Cussons says it fully supports the category change as there are enormous

environmental benefits such as less packaging, less actual product being released into

the environment and fewer trucks used to freight the product around. It did however take

a more cautious approach to the changeover than both Unilever and Colgate Palmolive.

The two multinational giants made the change to all of their brands more or less

overnight. PZ Cussons conducted specific New Zealand market research in which

extreme consumer nervousness and scepticism were identified. Building on this

significant insight, PZ Cussons implemented a staggered approach to the changeover,

allowing its consumers a wider choice of product for a longer period of time.

One would have to suggest, looking at the last quarter share performance, that it was a

sensible approach.


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Research

Objective


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Objectives

The following project has been given to me in order to make me understand the real

environment of the market in which research is conducted. Marketing research, being a

very important field of study in management can only be learned through practically

working in the markets. The subject of my study being an FMCG product made me go

and interact with the households and know their buying behaviour, preferences and

expectations from the detergents they use. In my study i defined my research objectives

as follows:-

To find the customer preference in the forms of detergents

To find the customer frequency of use of detergents/ number of times they purchase

a product in a month

To find the various ways by which the customers wash their clothes/ dishes

To find the brand loyalty of the customers

To find the qualities they look for while buying a detergent

To find the mode of communication through which they came to know about the

qualities/ features of their present brand

Consumers awareness about the harmful effects of the detergents.

The objectives hence set paved the way for the exhaustive research that i conducted in

the field to elaborate and analyze separately in order to get a complete and a dynamic

overview.


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Findings

AndInterpretation


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Q.1 How frequently do you wash your clothes?a) dailyb) Once a weekc) Twice a weekd) Fortnightlye) Monthly

ANALYSIS AND INTEPRETATION

How frequently do you wash your clothes?No Of

Respondents PercentCumulative

Percent

Daily 12 30 30

Once A Week 18 45 75

Twice A Week 10 25 100

Total 40 100

This table is showing that how frequently people wash their clothes .so out of 40

respondents 12 respondents wash their clothes daily which results for 30 % of total and

18 wash their clothes once a week which result for 45 % of total ,10 wash their clothes

twice a week which results for 25 % of total respondents.


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Q.2 how do you wash your clothes?a) Hand washb) Washing machinec) Launder martd) Soak it and leavee) Any other


Do You Wash Your Clothes By Hands ?

Frequency PercentCumulative

Percent

NOT Valid 3 7.5 7.5

Yes 10 25 32.5

No 27 67.5 100

Total 40

As you can see through the table presented above, 67.5% people are not washing their

clothes by hand. This shows the shift in the trend of mode of washing clothes. Now more

and more people are moving towards other means of washing. This could also work as

sign of fall of market share of detergent bar as more and more people are moving away

from the hand washing of clothes.

Question

Do You wash your clothes by Washing Machine?

Frequency PercentCumulative

Percent

Not Valid 5 12.5 12.5

Yes 25 62.5 75

No 10 25 100

Total 40

In the data of 40 people surveyed, we came to see that 25 spoke in the favour of using

washing machine for washing the clothes. This shows the growing trend of people movingtowards more automated mode of washing clothes. This signifies that first people are

looking for more refined washing of clothes. This means they are ready to pay more in

order to have a better wash.


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Do you give your clothes to a laundry for washing?

Frequency Percent Cumulative Percent

Valid 0 0 0

Yes 7 17.5 17.5

No 33 82.5 100

Total 40

There is a very nominal percentage of people who are using a laundry for washing and

cleaning of their clothes. This shows that people are more oriented towards washing their

clothes through automated method i.e., washing machine, than getting it through

laundries.

Do you soak your clothes in detergent and leave it?


Valid 5 12.5 0Yes 3 7.5 17.5

No 32 80 100

Total 40 100 100

There is a very low percentage of people who take into account this method of washing

clothes. As such it could be used as an indicator showing that demand for detergent

might be low for this mode of washing.


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Q.3) Which according to you is the most appropriate form for washing clothes?a. Barb. Powderc. liquid


Which is the most appropriate form of detergent for washing clothes?


Bar 3 7.5 7.5

Powder 22 40 47.5

Liquid 15 52.5 100

Total 40 100

From the above data it can be concluded without doubt that most people are using

powder for their washing of clothes. This data can be used well by detergent producing

organization. The data shows that people are using more of powder form detergent which

is mostly compatible with washing machine, which presents a big market share which can

be satisfied by moving towards powder form of detergent.


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Q.4) Do you consider using different products considering seasonal variations?a) Yes

b) No


Do you consider using different products considering seasonal variations?

Frequency PercentCumalative

Percent

Yes 15 37.5 37.5No 22 55 92.5

Missing From The System 3 7.5 100

Total 40 100 100

This is an important fact being presented in the above table. The table shows that people

are more season conscious while choosing their detergent. This means that people want

their detergents to be adaptive to different clothes as the season demands.


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Q.5 Which is the detergent you are using now?

a. Cold Power

b. Persilc. Surf

d. Other (Please Specify)


Do You Use Cold Power?


Yes 6 15 15

No 34 85 100Total 40 100 100

The people who use Cold Power as their preferred brand are low in number. This data if

used to be generalized then we can say that the market share of the product is low.

Do You Use Persil?


Yes 10 25 25

No 30 75 100

Total 40 100


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In the above table it is shown that what percentage of people from our sample uses Persil

as their current brand. As compared to the brands shown above, Persil seems into a

better position. 25% people prefer it as their current brand.

Do You Use Surf?


Yes 20 50 50

No 20 50 100

Total 100 100 100


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Surf turns out to be the most used brand till now in the analysis. With 50% of people ofour sample using it as their current brand gives it a huge market share if we generalize

the data. This data can also be used to denote that demand of this product can be said to

be high.

According to the data presented above most of the people surveyed have confined

themselves only to the brands listed separately above. In the others category, Ecostore

and Other detergent came out superior then others in this particular category. Even


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though as a whole it doesnt represent any huge percentage of share but then too it is

able to move ahead of products such as Surf, Persil a etc.

Q.6 for how long you have been using your present brand?a. less than 1 yr

b. 1-2 yrs

c. 2-3 yrs

d. 3-4 yrs

e. 4-5 yrs

f. more than 5yrs

StatisticsFor how long you have been using your existing brand?

N Valid 38

Missing 2

Median 4.5

Range 15

For how long you have been using your existing brand?

Percent Valid Percent

Valid Less Than 1 Year 2 5 5.26

1-2 Years 3 7.5 7.89

2-3 Years 6 15 15.79

3-4 Years 3 7.5 7.89

4-5 Years 17 42.5 44.74

More Than 5 Years 7 17.5 18.42

Total 38 95 100.00

Missing From System 2 5

Total 78 100

From the data above we can interpret, that most of the customer are brand loyal and donot change their brand easily. 60% of the sample says that they are using their present

brand since last 4-5 years or more.


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Q.7 which is the previous brand you were using?

a. Cold Power

b. Persil

c. Surfd. Other (Please Specify)


Which Previous Brand you were using ?

Percent Valid Percent Frequency

Cold power 50 50 20

Persil 15 65 6

Surf 30 95 12

Other 5 100 2

Total 40

Cold Power seems to be the brand which has been mostly shifted from by people from

the data collected. It might be because of the competition posed by Other Brands or

through the increased share of surf . The least shifted product is surf excel with only 7.6%

showing that how well it has been able to sustain the brand loyalty.


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Q.8 what is the reason behind shifting to your current brand from the previous

one?

a) Price

b) Packaging

c) Additional special featuresd) Friendliness

e) Better cleaning

f) Availability

g) Offers associated with the product.


What was the reason behind shifting to his brand from the previous one?

Frequency Valid Percent Cumalative Percent

Price 8 20 20

Packaging 5 12.5 32.5

Special Features 16 40 72.5Friendliness 2 5 77.5

Better Cleaning 6 15 92.5

Availability 3 7.5 100

Total 40 100


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Most of the responses show that the reason behind changing their previous brand was

lack of special features. Special features could be like usage with the rough water etc. it

has been shown has the most effective reason for changing of the previous brand. After

this has been the better Price factor with 20%. therefore we can conclude that if a brand

was to increase its demand and market share it should concentrate on providing specialfeatures and Price.

Q.9 what is the price range (per kg) of the detergent you use?

a) 0.99 $ to 4.99 $

b) 5.00 $ TO 9.99 $

c) 10 $ or more


What is the price range of the detergent you use?

No Respondents Valid Percent Cumalative Percent

0.99 $ - 4.99 $ 17 42.5 5

5.00 $ - 9.99 $ 21 52.5 95

10 $ or more 2 5 100

40 100 100


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This table is showing the price range of the products that the respondents use. So most of

the respondents use the 5.00 $ - 4.99 $ kg detergent. Which is related with the SURF

which amounts to 34.8 %of the total respondents. And second most popular price range

is 50-75 and 75-100 both which includes the TIDE ,GHADI , NIRMA etc which amounts to

25 % each of the total respondents.

Q.10 What is the quantity of detergent used?

a) less than 500gms.

b) 500 -1000 gms

c) 1000-2000 gms

d) 2000- 3000 gms

e) more than 3000gms.

ANALYSIS AND INTEPRETATIONWhat quantity of detergent you use in a month?

No Of Respondents Valid Percent Cumalative Percent

>500 gm 12 30 30

1Kg -2Kg 25 62.5 92.5


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a) 1

b) 2

c) 3

d) 4

e) 5f) 5+


How many family members do you have?

No Of Respondents Valid Percent Cumulative Percent

1 5 12.5 12.5

2 7 17.5 30

3 4 10 40

4 21 52.5 92.5

5 Or More 3 7.5 100

Total 40

From the table we can see that 52.6% of the population says that there family members

are 4.Thus most of the people are using 1-2 kgs of surf for 4 family members which gives

us monthly consumption for an individual from 250-500 gms.

Q.11 Generally, in what you like to purchase your detergent?


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a) 100-250 gms

b) 250-500 gms

c) 500-1000 gms

d) 1000-2000 gms

e) 2000 gms+

ANALYSIS AND INTEPRETATIONGenerally, in what quantity do you like to purchase the detergents?

No Of Respondents Valid Percent Cumalative Percent

>=250 gm 4 10 10

250 gm - 500 gm 6 15 25

500 gm - 1000 gm 27 67.5 92.5

1000gm -2000 gm 2 5 97.5


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a) TV advertisements

b) news paper

c) radio broadcast

d) banners/ hoardings

e) mall promotionf) shopkeeper/ frinds advide

g) others


From where did you learn about the brand you are currently using?

No Of RespondentsValid

Percent Cumalative Percent

TV Advertisements 12 30 30

Supermarket Promotions 22 55 85

Shopkeepers Advice 1 2.5 87.5

Internet 4 10 97.5

Any Other 1 2.5 100

Total 40 100

We can easily conclude from the above table that most people have learned from the

Supermarket Promotions followed by the TV Advertisements. This shows us as to how

effective is Supermarkets Promotions as a means of promotion of products


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Q.13 How many detergent brands you have tried in past year?

a) one

b) two to three

c) about fived) dont remember

e) no other brand


This table again suggests that most of the customers are very brand loyal towards the

brand they are using and do not change easily and hesitate to go to a new product.


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Q.14 Till now the most satisfying brand has been .

a) Cold Power

b) Persil

c) Surf

d) OtherANALYSIS AND INTEPRETATION

According to the above table, surf excel has been rated as the most satisfying brand as

compared to other brands presented and computed in our survey. It has astonishing 50%

of responses in its favour. It is more than half of our sample size favouring it. Second in

this list is Persil with 25% and third being Cold Power etc. this data can help us know as

to how the people prefer the brands.

Q.15 Importance of following factors in selecting a detergent on a scale of 1-10, 10

being the highest?


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a) Brand image

b) Advertising.

c) Recommendations by friends/family members

d) Importance of availabilitye) fragrance

f) packaging

g) P1rice

Descriptive Statistics

N Min Max Mean Std. Deviation

Importance of brand image in selecting a detergent on a

scale of 1-10

40 1 10 6.88 2.269

Importance of advertisements in selecting a detergent on a

scale of 1-10

40 1 10 6.24 2.033

Importance of recommendation by friends/family members

in selecting a detergent on a scale of 1-10

40 2 10 6.21 1.984

Importance of availability in selecting a detergent on a

scale of 1-10

40 1 10 6.03 1.745

Importance of fragrance in selecting a detergent on a scale

of 1-10

40 1 9 4.11 2.306

Importance of packaging in selecting a detergent on a scale

of 1-10

40 1 10 4.42 1.987

Importance of price in selecting a detergent on a scale of 1-

10

40 1 10 7.31 1.542

This table shows that price is the most important factor in selecting a detergent followed

by brand image and suggestion by friends/ family members.

Frequency Table


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Brand Image

ScoreNo Of

Respondents Percent

1 2 5

2 1 2.5

3 1 2.54 3 7.5

5 4 10

6 5 12.5

7 17 42.5

8 2 5

9 4 10

10 1 2.5

Total 40 100

Advertising

ScoreNo Of

Respondents Percent

1 1 2.52 5 12.5

3 3 7.5

4 2 5

5 8 20

6 6 15

7 5 12.5

8 2 5

9 3 7.5

10 5 12.5

Total 40 100

Family And Friends Recommendations

ScoreNo Of

Respondents Percent

1 5 12.5

2 8 20


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3 6 15

4 4 10

5 1 2.5

6 6 15

7 4 10

8 2 5

9 3 7.510 1 2.5

Total 40 100

Importance of Availability

ScoreNo Of

Respondents Percent

1 1 2.5

2 1 2.5

3 2 5

4 4 10

5 1 2.5

6 3 7.5

7 4 10

8 2 5

9 13 32.5

10 9 22.5

Fragrance

ScoreNo Of

Respondents Percent

1 0 0

2 0 0

3 2 5

4 4 10

5 6 15

6 5 12.5

7 8 20

8 11 27.5

9 3 7.5

10 1 2.5

Packaging

ScoreNo Of

Respondents Percent

1 1 2.5

2 3 7.5


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3 2 5

4 2 5

5 1 2.5

6 5 12.5

7 6 15

8 11 27.5

9 8 2010 1 2.5

Price

ScoreNo Of

Respondents Percent

1 1 2.5

2 0 0

3 0 0

4 0 0

5 0 0

6 0 0

7 0 0

8 9 22.5

9 5 12.5

10 25 62.5

unit standard 2953

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