1) The document summarizes research conducted on consumer detergent preferences and brand awareness in India. Surveys were conducted with 95 respondents in the Praxis Business School to understand brand loyalty, purchasing behaviors, and key attributes considered when buying detergent. 2) The research found high overall awareness of major brands like Surf Excel, Tide, and Ariel. Surf Excel had the highest brand loyalty, with 45% of consumers purchasing it in their last 5 purchases. Key attributes considered were good stain removal, being gentle on hands, and maintaining cloth color. 3) The summary identifies opportunities to increase brand awareness and loyalty for Ariel. While trial rates were high, aided brand awareness, ad recall,

1. MR TERM PROJECT
DETERGENT
By:
Anasua Banerjee
Harshita Kheria
Lakshman Singh
Sahil Jain
Sreetama Dutta
8/8/20131

2. BACKGROUND & OBJECTIVE
o To understand the real environment of the market in which the
research is conducted(Praxis Business School)
o To know the buying behavior and preference of detergent
 Marketing
• To find the customer preference in the forms of detergents
• To find the customer frequency of use of detergents
• To find the brand loyalty of the customers
• To find the qualities they look for while buying a detergent
• To find the awareness of advertisements among consumers
8/8/20132

3. RESEARCH DESIGN
 Type of Research – Quantitative
 Method of survey – Computer Assisted Personal
Interviewing
 Total Population Size: 95
8/8/20133
Row Labels F M Grand Total
BA 1 4 5
PGP1 14 30 44
PGP2 9 37 46
Grand Total 24 71 95

4. RESEARCH DESIGN…
8/8/20134
 Sampling
 Used stratified sampling
 1st segregated Male/Female to study and analyze them
differently
 Total Sample Size – 60
 Female – 20 (did random sampling)
 Male – 40 (did random sampling)

5. BRAND HEALTH
8/8/20135
(All 60 people) Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin
TOM 55.0% 15.0% 21.7% 0.0% 0.0% 0.0% 1.7% 6.7%
Spontaneous 43.3% 71.7% 51.7% 30.0% 38.3% 6.7% 20.0% 51.7%
Aided 1.7% 13.3% 26.7% 70.0% 61.7% 76.7% 60.0% 41.7%
Total Awareness 100.0% 100.0% 100.0% 100.0% 100.0% 83.3% 81.7% 100.0%
Trial 98.3% 78.3% 83.3% 18.3% 23.3% 10.0% 24.5% 53.3%
Repeat 100.00% 80.85% 70.00% 45.45% 42.86% 20.00% 58.33% 53.13%
MOUB 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00%

6. CONVERSION
8/8/20136
Premium Mid-Price Economy
Surf Excel Ariel Tide Sunlight Wheel Ghari Nirma Rin
Trial/Total Awareness 98.33% 83.33% 78.33% 24.49% 23.33% 10.00% 18.33% 53.33%
Repeat/Trail 100.00% 70.00% 80.85% 58.33% 42.86% 20.00% 45.45% 53.13%
MOUB/Repeat 52.54% 28.57% 44.74% 14.29% 16.67% 0.00% 0.00% 0.00%
 Low Repeat/Trail conversion ratio of Ghari:
 Awareness is high due to strong advertisements (75% of sample recognized the
tagline correctly), but as it is an economy brand, product perception about
quality is not favorable
 Low MOUB/Repeat conversion ratio of Sunlight:
 Available only in West Bengal and Kerala
 Low sales promotion
 Low MOUB/Repeat conversion ratio of Surf Excel and Ariel:
 Might not be using as the main buying detergent.

7. TOM – CROSS TAB (GENDER)
8/8/20137
Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin
18
8
10
0 0 0
1
3
15
1
3
0 0 0 0
1
Male Female
 Ariel is more famous in “Male”
Brand Name Male Female
Surf Excel 18 15
Tide 8 1
Ariel 10 3
Nirma 0 0
Wheel 0 0
Ghari 0 0
Sunlight 1 0
Rin 3 1

8. TOM – CROSS TAB(LOCATIONS)
8/8/20138
Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin
8
3
4
0 0 0 0 0
14
1
5
0 0 0
1
2
11
5
4
0 0 0 0
2
Kolkata Rest of East India Rest of India
 Surf excel is popular in “rest of east India”
 Tide is popular in “rest of India”
 Ariel has almost equal popularity
Brand Name Kolkata Rest of East India Rest of India
Surf Excel 8 14 11
Tide 3 1 5
Ariel 4 5 4
Nirma 0 0 0
Wheel 0 0 0
Ghari 0 0 0
Sunlight 0 1 0
Rin 0 2 2

9. BRAND LOYALTY
8/8/20139
 MOUB consumers of a surf excel has a highest brand loyalty
 Ariel consumers are the 2nd highest in terms of brand loyalty
Surf Excel Tide Ariel Nirma Wheel Ghari Sunlight Rin
MOUB 31 17 10 0 1 0 1 0
MOUB% 51.67% 28.33% 16.67% 0.00% 1.67% 0.00% 2.04% 0.00%
Will definitely
continue
93.55% 82.35% 90.00% - 100.00% - 100.00% -
May or may not
continue
6.45% 17.65% 10.00% - 0.00% - 0.00% -
Will not continue 0.00% 0.00% 0.00% - 0.00% - 0.00% -

10. BRAND LOYALTY….
8/8/201310
 45% people have bought Surf Excel in last consecutive 5
purchases
MOUBTimes 1 2 3 4 5 Total
Surf Excel 1 1 8 7 14 31
Tide 1 1 10 1 4 17
Ariel 0 1 5 2 2 10
Nirma 0 0 0 0 0 0
Wheel 0 0 1 0 0 1
Ghari 0 0 0 0 0 0
Sunlight 0 0 1 0 0 1
Rin 0 0 0 0 0 0

11. BRANDING
8/8/201311
 Most of the people recognized Ghari and Sunlight
tagline but could not recall recent ad seen.
 For Tide people could not recognized the tagline but
were able to recall recent ad seen.
Surf Excel
Ghari
Wheel
Rin
Ariel
Tide
Nirma
Sunlight
50
45
12
14
11
6
11
21
51
13
24
17
19
51
23
5
Ad Seen Tagline Recgonize
Brand Name Tagline Recgonize Ad Seen
Surf Excel 50 51
Ghari 45 13
Wheel 12 24
Rin 14 17
Ariel 11 19
Tide 6 51
Nirma 11 23
Sunlight 21 5

12. BUYING BHEVIOUR
8/8/201312
 Most of the people who buy “once in 3 months” they are belong
to Kolkata and rest of east India
Frequency Kolkata Rest of East India North India South India Central India Total
Once in a fortnight 2 1 3 6
Once in a month 8 14 5 4 3 34
Once in 3 months 7 7 3 3 20

13. PARAMETERS ANALYSIS
8/8/201313
 Consumers have good perceptions for Surf excel, Tide and Ariel are
considered in terms of following parameters
 Good stain remover
 Soft on hands
Parameters
Good Stain
Remover
Soft on
hands
Maintain Color and
elegance of clothes
Available in
all the sizes
Good value
for money
Available
every
where
Lots of
advertisem
ent
Surf Excel 30.77% 28.95% 38.96% 43.33% 28.41% 39.47% 15.58%
Tide 31.87% 23.68% 28.57% 33.33% 17.05% 31.58% 33.77%
Ariel 25.27% 30.26% 23.38% 17.78% 14.77% 14.47% 3.90%
Nirma 4.40% 7.89% 2.60% 2.22% 12.50% 5.26% 19.48%
Wheel 1.10% 1.32% 0.00% 0.00% 11.36% 5.26% 9.09%
Ghari 0.00% 1.32% 0.00% 1.11% 4.55% 3.95% 15.58%
Sunlight 2.20% 2.63% 3.90% 0.00% 3.41% 0.00% 0.00%
Rin 4.40% 3.95% 2.60% 2.22% 7.95% 0.00% 2.60%

14. PURCHASING BEHAVIOUR
8/8/201314
Kirana store
60%
Online
0%
Super market
40%
From where did you last purchase detergent

15. SUMMARY
8/8/201315
 Out of 8 brands 6 brands have 100% total awareness
 Nirma and Wheel have 100% awareness, but their TOM is
zero %.
 Surf excel has the highest brand loyalty

16. SUMMARY
8/8/201316
 Brand : Ariel
• Aided awareness is low
• Very few respondents were able to recognize
the advertisement.
• MOUB/Repeat is 28.57%
Awareness
TOM 21.7%
Spontaneous 51.7%
Aided 26.7%
Trial 83.3%
Repeat 70.00%
MOUB 16.67%
Ad seen
Ariel 19 41 60
Tagline Recall
Recognized Did not recognize don’t know total
Ariel 11 28 21 60

17. WAY FORWARD
8/8/201317
 Trial is 83.3%. But MOUB is 16.67%. Another survey should be
conducted in future to find out the reason behind this problem.
 Advertisements of this brand should be increased.

18. 8/8/201318
Thank
You