market research on Axe deodorant

2. AXE body spray- Explore ways to retain
the experimental buyers group.
 What should be the frequency of the
launch of new fragrances?

3.  Analyze the consumer buying behavior for the
product deodorant and brand AXE in specific.
 Identify the composition of buyers and suggest
the ways to increase the repetitive consumer
group.
 Discover consumption pattern of the deodorant
consumer.
 Understand consumer lifestyle.
 Expectations and feedback of AXE deo spray
consumer.
 Comparison of the perceptions of consumers
about AXE deo spray and other existing brands.

4. Sub Market Research Hypothesis Quest no.
problem Objectives relevant
1. What To analyze the consumer 1. The age group of 20-30 is 3
influences buying behavior for the highest consumer of AXE
the product deodorant and deo spray.
consumer to brand AXE in specific. 2. Axe deo spray ad is most 10
buy the appealing ad.
product? 3. The youth believe the 11, 17,18,19
choice of their deo brands
affects their personality.
4. A person shows medium 14, 15,13,A3
level of involvement in
purchase
5. Executives/Professionals 16
don’t use AXE deodorant

5. Sub problem Market Hypothesis Quest no.
Research relevant
Objectives
2. What is the To discover 1. A person has a 7,12
frequency of purchase consumption pattern of collection of more than
of deo? the deodorant one variety of deo spray.
consumer.
2. A person uses one or 26 27
two units of deo spray of
150ml per month.
3. The expenditure on deo 6, 25
spray has greater share
than other personal care
products
4. Consumer sprays deo 22,
more than once in a day.

6. Sub Market Hypothesis Quest
problem Research no.
Objectives relevant
3. How does To understand 1. Expenditure on deo spray is 4, 5
consumer consumer lifestyle. related to income/pocket money.
lifestyle affect the
2. A deo spray user spends 25,27
purchase and use
Rs.150 to Rs.300 per unit on deo.
of deo?
3. The age and occupation 2, 3
determines the spending
capability of consumer.
4. Each youth has experimented 8, 26
with more than 3 brands
5. The youth moves with trend 20,21, 24
and axe deo spray is a trend.

7. Sub problem Market Hypothesis Quest no.
Research relevant
Objectives
4. What is the To know the Axe deo has a strong fragrance. A7
satisfaction level of expectations and
AXE deo user about feedback of The packaging is attractive and A7
the brand? AXE deo spray easy to use.
consumer.
It prevents body odor A7
The effect of deo lasts for a day. A7
The axe deo has a good A7
quality(no side effects/ allergic)

8. Sub Market Hypothesis Quest no.
problem Research relevant
Objectives
5. how better is To compare the 1. youth prefer deo with strong 28
the image of AXE perceptions of fragrance.
deo in comparison consumers about 2. people have tried more than A1, A2, A6
with other deo in AXE deo spray two varieties of Axe brand
the minds of and other existing
consumers? brands. 3.people want to experiment new A5, A10
varieties
4.Axe deo makes the person A8
stylish and hence confident.
5.AXE offers value for money A4, A6, A9
i.e., quality and quantity is
satisfactory

9. Test of Reliability of Data
Reliability Statistics  L4: Guttman split-half
reliability.
Lambda 1 .614
 The L4 is again
2 .707 somewhat
3 .691 acceptable.
4
 Result of reliability
.549
test: SOMEWHAT
5 .691 ACCEPTABLE.
6 .731
N of Items 9

10. Sample Size calculation
 Confidence level considered is 95%.
 The calculations are done by classifying the respondents
as follows:
 Age group:
= 3.84 2 = 0.1882 = 0.4339
 Sampling error = (z * ) / n = 0.1227 -- f5.1
 Number of deo purchased per month
= 1.32 = 0.5869 Sampling error = 0.1660
 Number of times the deo sprayed
= 0.7900 Sampling error = 0.223
 Purchase period
= 0.8218 Sampling error = 0.2348
Note: = Mean, = Standard Deviation
In all the 4 cases we see that the sampling error is lesser.
Hence the sample size considered is acceptable.
Result: Sample size = 50 (acceptable)

11. Age * DEOusers Cross-tabs  The cross tabulation
shows that 84% (42
DEO users
out of 50
Other AXE
users users Total
respondents) of the
Age 15-20 7 0 7
users of AXE
deodorant are in the
20-25 16 20 36 age group of 20-30
25-30 0 6 6 years
30-35 0 1 1
Total 23 27 50

12. Fav ad
Valid Cumulative
Frequency Percent Percent Percent
Valid Axe 34 68.0 68.0 68.0
Setwet 6 12.0 12.0 80.0
Wild Stone 6 12.0 12.0 92.0
Cinthol 2 4.0 4.0 96.0
Nivea 1 2.0 2.0 98.0
denim 1 2.0 2.0 100.0
Total 50 100.0 100.0

13. Descriptive Statistics
 A person uses one
unit of deo per
Std. month. And sprays
Mean Deviation N almost twice a day.
deo It means a deo unit
purchased per
month
1.34 .593 50 can be used for
about60 sprays.
number of
times deo
sprayed per
1.80 .782 50
day

14. KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.703
Bartlett's Test of Sphericity Approx. Chi-Square
55.678
Df
15
Sig.
.000
 KMO is higher than 0.6. therefore factor analysis can
be conducted.

15. Correlation Matrixa
axe axe makes axe makes me axe makes me
axe user confidence me attractive handsome feel cool axe trend
axe user
1.000 .089 -.013 .107 -.124 -.013
axe
confidence
.089 1.000 .342 .221 .271 .342
axe makes
me
attractive -.013 .342 1.000 .447 .402 .455
axe makes
me
handsome .107 .221 .447 1.000 .429 .285
axe makes
me feel cool -.124 .271 .402 .429 1.000 .588
axe trend
-.013 .342 .455 .285 .588 1.000
Determinant = .283

16. Axe
is Number
I am
I like Axe has Axe has long of Axe Expen Occu
It is worth satisfied
paying for with axe axe good reasonabl Axe is lasti varieties se on Axe patio
axe deo brand flavor package e price safe ng tried deo user n
It is worth paying
for axe deo 1.000 .772 .355 .829 .810 .824 .767 .533 -.184 .178 -.237
I am satisfied with
axe brand .772 1.000 .249 .792 .821 .836 .810 .669 -.096 .084 -.130
I like axe flavor
.355 .249 1.000 .249 .234 .205 .280 .117 -.081 .102 .083
Axe has good
package .829 .792 .249 1.000 .902 .824 .881 .687 -.078 .164 -.132
Axe has
reasonable price .810 .821 .234 .902 1.000 .807 .892 .723 -.003 .135 -.180
Axe is safe
.824 .836 .205 .824 .807 1.000 .711 .518 -.142 .184 -.258
Axe is long lasting 1.00
.767 .810 .280 .881 .892 .711 .691 .076 .170 -.121
0
Number of Axe -
varieties tried .533 .669 .117 .687 .723 .518 .691 1.000 .023 .034
.031
Expense on deo
-.184 -.096 -.081 -.078 -.003 -.142 .076 .023 1.000 .363 -.030
Axe user 1.00
.178 .084 .102 .164 .135 .184 .170 -.031 .363 -.287
0
Occupation - -
-.237 -.130 .083 -.132 -.180 -.258 .034 -.030 1.000
.121 .287

17. Analysis Case Processing Summary
Unweighted Cases N Percent
Valid
46 32.9
Excluded Missing or out-of-range group codes
4 2.9
At least one missing discriminating
variable 0 .0
Both missing or out-of-range group
codes and at least one missing
discriminating variable 90 64.3
Total
94 67.1
Total
140 100.0

18. Non- parametric method
Group Age Axe Samples  Dof = 3 – 1 = 2
group users (ni)
 X2 0.05 = 5.991
(Ri)
 H = [ 12 / n ( n + 1 )
][(R12 / n1) + (R22 /
A 15- 6 6
20
n2) + (R32 / n3)] –
B 20- 11 24
3(n+ 1)
25
 = -105 < 5.991
C 25- 3 4
30
 Therefore hypothesis
n = 34
is true.

19. What influences the consumer to buy the product?
 84% of axe deo users belong to 20-30 age group. Hence this
group forms the target segment.
 The brand image is appealing to 68% of deo users.
 64% of youth believe that choice of brand defines their
personality.
 People rely on opinion of friends than advertisement for
purchase.
Conclusion: Age, brand image, friends are the major influencing
factors for purchase of product.
What is the frequency of purchase of deo?
 A person uses one unit of 150ml of deo spray per month.
 Deo is sprayed twice a day.
 Deo is preferred to perfume for parties also.
 56% of personal care product amount is spent on deo.

20. How does consumer lifestyle affect the purchase and use of deo?
 Expenditure on deo increases with pocket money/income.
 A person spends Rs. 206 on deo every month.
 The age and occupation determine the spending.
 Youth feels usage of axe deo is moving with trend.
What is the satisfaction level of AXE deo user about the brand?
 The package and quality are major features satisfied.
Overall, the satisfaction level of Axe deo as a product is high.
 How better is the image of AXE deo in comparison with other
deo in the minds of consumers?
 The usage of Axe deo makes people feel confident.
 The people want to experiment with new varieties.

21.  Branding is important along with the other major attributes
like price, attractive packaging and long lasting
deodorant. These are the 3 major attributes AXE must
focus on to satisfy the Deodorant users.
 AXE 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 (cool).
 Price is critical factor while purchasing the deodorant.
Customers are comfortable with the current pricing
strategy; AXE must not increase its price unless it does not
come out with fragrances which are unique only to AXE.
 AXE-Dark Temptation is the most popular variant of AXE so
AXE must see to it that it promotes popular variants to
retain customers.

22.  http:// www.indiastat.com
 http://bcs.wiley.com/he-
bcs/Books?action=index&itemId=0470317256&bcsId=5371
 http://www.reviewstream.com
 http://www.blonnet.com/life/2004/08/27/stories/20040827001
20300.htm
 http:// www.ibef.org
 http://www.npd-solutions.com/va.html
 http://ideas.repec.org/p/wpa/wuwpmi/0510002.html
 http://www.hul.com/
 http://www.ats.ucla.edu/stat/spss/whatstat/whatstat.htm
 http://faculty.chass.ncsu.edu/garson/PA765/discrim3.htm
 Marketing Research by David A Aaker