1. Department of business studies
A
Project report
On
CONSUMER BEHAVIOR TOWARD LUX SOAP
UNDER THE GUIDENCE OF
MS. KANGAN JAIN
SUBMITTED BY- ROHIT KUMAR
BBS 2ND YEAR
ROLL NO.-2063

2. Declaration
I hereby declare that this Project Report titled “Business
Research Project on Consumer Behaviourtowards LUX
SOAPS” submitted to the Department of Business Studies,
Keshav Mahavidyalaya (Delhi University) is a record of original
work done by me under the guidance of Ms. Kangan Jain.
The information and data given in the report is authentic to the
best of my knowledge.
This Project Report is not submitted to any other university or
institution for the award of any degree, diploma or fellowship or
published any time before.
-ROHIT KUMAR

3. ACKNOWLEDGEMENT
This project is a result of dedicated effort. It gives
us immense pleasure to prepare this report on
“CONSUMER BEHAVIOR TOWARD LUX
SOAP”
I would like to thank my project guide, Ms.
Kangan Jain for consultative help and constructive
suggestion on matter in this project. I would like
to thank my parent and my colleagues who
helped me in making in this project a successful
one

4. S.NO. TOPIC
PAGE
NO.
1
INTRODUCTION
1-2
2
INDUSTRY PROFILE
2-4
3
COMPANY PROFILE
5-6
4
OBJECTIVE
7
5
LIMITATION
7
6
PRODUCT PROFILE
8-9
7
SUMMARY OF RESPONSES
10-20
8
ANNEXURE
21-25

5. INTRODUCTION
Consumer is the king of any business activity. It is very important for any
marketing person to know how the consumer perceives different things and
how he behaves accordingly. So consumer research is imperative for the
success of any marketing effort. Hence an attempt is made in the present
Chapter to study the behavior and perception of consumer.First of all
perception is defined as the process of receiving, selecting organizing,
interpreting, checking and reacting to sensory stimuli or data.
Consumer behavior is defined as “behavior that consumer display in searching
for purchasing, using evaluating and disposing of product and services that
they expect will satisfy their needs”.
The study of consumer behavior is the study of how the individuals make
decision to spend their available resources like time, money, effort, etc, on
consumption related items. It includes the study of what they buy, when they
buy it, why they buy it, where they buy it, how often they buy it and often use
it.
As marketer, it is important to recognize why and how individuals make their
consumption decision, so that we make better strategic marketing decision. If
marketer understand consumer behavior they are able to predict how
consumer are likely to react to various information and environmental cues
and are able to shape their marketing strategies accordingly. With out doubt,
marketers who understand consumer behavior will have great competitive
edge in the market.
Consumer behavior is relatively new field of study in the mid-to-late 1960’s
with no body of research of its own, the discipline borrowed heavily from
concepts developed in other scientific disciplines, such as Psychology (study of
individuals), Sociology (Study of groups), Social psychology ( study of how an
individual operates in groups), Anthropology ( the influence of society on
individuals) and Economies.
The initial thrust of consumer behavior was from a managerial prospective,
marketing manager wanted to know the specific causes of consumer behavior.
They also wanted to know how people receive store and use consumption
related information so that they could design marketing strategies to influence
consumption decision. They regard consumer behavior disciplines as an
applied marketing science.
There are number of reasons why the study of consumer behavior was
developed as a separate marketing discipline. Marketers had long noted that
consumer did not act or react as marketing theory would suggest. The size of
the consumer market in every country is vast and constantly expanding. Large

6. amount were being spent on goods and services by millions of peoples.
Consumer preference were changing and becoming highly diversified. Even in
industrial markets, where needs for goods and services were always more
homogeneous than in consumer markets, buyers were exhibiting diversified
preference and less predictable purchase behavior.
As marketing people began to study the buying behavior of consumer, they
soon realized that despite a sometimes “mo too” approach to fact and
fashions, many consumer rebelled at using the identical product everyone else
used. Instead they preferred differentiated product that they felt reflected
their own special new personalities and life styles.
So by studying consumer behavior marketing people will be able to needs of
different groups of customers more efficiently.
INDUSTRY PROFILE
ABOUT THE SOAP INDUSTRY:
ORIGIN OF SOAP INDUSTRY:
History of soap dates way back from 2350 years. Soap manufacturing was
started in North America. Early in the history of Europe colonies and of the
republic. Some American companies with currently well-known names were
started 50 to 200 years ago. During middle ages, soap was made at various
places in Italy, France, Spain, England and possible other countries.
Mankind knew about soap nearly 200 years back 70 A.D. when Mr.Pllny and
Mr. elder evidentially discovered the soap when roasted meat over flowed on
the flow in ashes. This lump like product was soap and had foaming and
cleansing character. Since then 1192 A.D. that in the first time detergent was
taken in London. It is in 1931 A.D. that in the first time detergent was
discovered by Mr.Grency with the sulphated olive oil and almond oil. The
wood consumption of soap in 1884 A.D. was said to be lakhs/ton per annum
and it was in this year Mr.W.H.L. ever entered the field of the soap making in a
big way.
SOAP INDUSTRY IN INDIA:
Soap industry in India began with M/S Godrej setting up their manufacturing
unit in 1918 at Mumbai and M/S government soap factory in Bangalore. The
industry stagnated due to the in informed price control. The industry soon
recovered and experienced sharp ups wing during 1974.
PROBLEMS OF SOAP INDUSTRY:

7. Soap industry faces some problems in the case of raw materials. The major
ingredients like soap ash, linear alkyl, benzene and sodium Tripoli phosphate
poses number of series in terms of availability.
The demand supply gap to vegetable oil is 1.5-2 lakhs tons and is met through
imports. In recent months, price of caustic soda has shown a rising trend. The
contents of soda ash in the cheaper varieties of soap are quite high.
FUTURE OF SOAP INDUSTRY:
The growth prospects seems to be enormous considering the fact that the
percapita income consumption in India is as low at 0.30kg over the year we
have M/S HUL, M/S TAMCO,LUX etc., leading the industry in the field of soap
manufacture, growth of population, income
Consumption, expenditure increased in urban cities spread of education,
growing degree of personal hygiene etc., has increased by the spread of
audio-visual media, rising incomes and general consciousness about the
health.
ABOUT THE BUSINESS:
Major players & market shares:
Hindustan Unilever ltd., (HUL) is the leader for the toilet soap industry in
India with a 60% share in the market. Other major players from LUX is facing
competition are Godrej soaps, Wipro, Procter & Gamble, Colgate Palmolive,
Johnson & Johnson etc.,
Their market shares is as follows
COMPANIES
MARKET SHARES
HUL
60
TATA OIL MILLS
13
DOVE
07
GODREJ SOAPS
05
NIRMA
08
OTHERS
07

8. MARKET SCENARIO
Of the nearly 7 lakhs tons toilet soap, market for 500 tons comes from the
premium segment, 3 lakhs tons won carbolic segment and the rest are from
the batting or popular segment.There are 40 brands in the total toilet soap
market. In the popular segment Liril, Cinthol, Palmolive, Lux international have
been well established in the market. In the popular segment lux, rexona,
hamam, santore have a strong presence while among the carbolic soap
lifebuoy, Ok, nirma have proved their worth.
The important point is that the price of the soap between the various brands
generally varies between 50 paise and rupee.The soap industry does not face
serious problems to the raw materials front.
In recent times, the price of caustic soda have shows a using trend. This
contents of soda ash is the cheaper varieties of soap in quite higher linear
alkyls benzene, being an important input in manufacture of soaps the future of
this soap industry is very much dependent on this input. It is capital incentives
during the around in 700-800 cores.
SEGMENTATION OF SOAPS
The Following table lists the key brands of the main companies.
COMPANY
BRAND
SEGMENTATION
Godrej soaps
Cinthol
Premium
Godrej no 1
Popular
Marvel
Popular
Lifebuoy(plus,
gold,family,liquid)
Carbolic
Lux(international,
Premium
Dove
Premium
HUL

9. Face washes,
Shower gel)
Premium
Liril,pears,
Premium
Jai,breeze
Popular
P&G
Camay
Premium
WIPRO
Santoor,baby soft
Premium
Wipro shikakai
Popular
My sore sandal soap
Premium
My sore sandal gold
Premium
HENKET-SPIC
Margo
Popular
COLGATEPALMOLIVE
Palmolive natural
Premium
KS&DL

10. COMPANY PROFILE
Hindustanunilever limited is the Indian established of the world’s most famous
multinational company namely unilever limited. This is a very pros porous
company is the FMCG segment i.e., the fast moving consumer goods. The
company has very much well established R&D supports and a good marketing
practices and network.
The main purpose of Hindustanunilever limited is to meet the everyday needs
of people everywhere-to anticipate the aspirations of our consumer and
customer and to responds creatively and competitively with branded products
and services which raise the quality of life. H.U.L’s deep roots in local culture
and markets around the worlds are its unparallel inheritance and the
foundation for our future growth. H.U.L will brings its wealth’s of knowledge
and international expertise to the service of local customer – a truly multi-local
multinational. H.U.L’s long term success requires a total commitment to
exceptional standards of performs and productivity, to working together
effectively and to a willingness to embrace new ideas and learn continuously.
H.U.L believes that to succeed requires the highest standards of corporate
behavior towards its employees, the consumers, the societies and world in
which we live.
This is HindustanunileverLimited’s road sustainable, profitable growth for our
business and long term value creation for our shareholders and employees.
To realize this commitment which H.U.L has from the consumers, employees,
the society and the environment, it has set for itself certain sacrosanct policies
and principles. These policies and practices, has earned H.U.L the goodwill and
trust of people across the country.
It is certainly H.U.L’s brands and its people, but also its support systems.
H.U.L’s research centre is the largest private sector industrial research
laboratory of its kind in India. H.U.L’s enviable reach in the remote heartland
make its kind in India.
H.U.L understands the importance of savings for the future generation, the
simple pleasures that our planet has continuously offered. Necessary
measures that H.U.L has enforced in its factories for environment protection
and pollution control, H.U.L has also taken up projects on energy conservation,
watershed management, tree plantation and soil conservation.

11. MARKETING
HUL is present in home and personal care and Foods & Beverages
categories. HUL and group companies have about 40,000 employees, including
1425 managers.
For marketing HUL divides the country into four regions, with
regional branches in Delhi, Kolkata, Chennai and Mumbai. Headed by a
regional manager, they comprise regional sales manager and area sales
manager, assisted by dedicated field forces, comprising sales officers and
territory sales in charges.
In marketing, each category has a marketing manager who heads a
team of brand managers dedicated to each or a group of brands. The brand
managers, wherever appropriate, focus exclusively on brand strategy or
implementation.
MANUFACTURING
Each division has a nationwide manufacturing base, with each
factory peopled by teams of production, engineering, quality assurance,
commercial and personal managers.

12. OBJECTIVES
Objectives:
To find out factor that influence a person to buy a particular
brand of soap,
To find out the opinion about the LUX.
To evaluate the effectiveness of advertisement of LUX.
To know the awareness of the people towards different brands
of toilet
LIMITATIONS:
 The study is limited to ELECTRONIC MAIL only.
 The data is collected from questionnaire nature i.e., views, opinions,
perception etc., may be changed time. So it is not convenient for
longer period.
 The time period given for the study is one month. So the study is
undertaken only at ELECTRONIC MAIL, by keeping in view of time
period allotted.
 On few occasion’s consumer may be biased in giving information.
 Samples size is restricted to 58 only due to paucity of time.

13. PRODUCT PROFILE
Lux is a global brand developed byUnilever. The range of products includes
beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux
started as “Sunlight Flakes” laundry soap in 1899.
In 1924, it became the first mass market toilet soap in the world. It is noted as a
brand that pioneered female celebrity endorsements.
As of 2005, Lux revenue is at 1.0 billion euros, with market shares spread out to
more than 100 countries across the globe.
Today, Lux is the market leader in several countries including Brazil, India,
Thailand and South Africa.
One of the most popular beauty products India in terms of soaps and body
washes is LUX soap. For years, LUX has been one of the India top soaps that
offer a way to gain smooth and fair looking skin without worrying too much
on how old the user is. LUX soap came from one of the biggest corporation
in the India today, Unilever. LUX is a personal care brand owned by
Unilever. LUX is primarily made from synthetic surfactants, as well as some
vegetable oil based soap ingredients, such as sodium palm kernelate. LUX is
formulated to be pH neutral, with a pH that is usually between 6.5 and 7.5.
LUX products are manufactured in the Netherlands, Untied States, Germany,
Ireland and Brazil. The LUX trademark and brand name is currently owned by
Unilever. LUX’s logo is a silhouette profile of a dove, the color of which often
varies.
LUX’s products include: antiperspirants/deodorants, body washes, beauty
bars, lotions/moisturizers, hair care and facial care products.
In the US, LUX bar soap is currently produced in the cool moisture, exfoliating,
sensitive skin unscented, nutrium nourishing, white, pink, calming night, proage, and energy glow versions.
LUX soap was launched in the United States in 1957. , years after Unilever
acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from
which the English brand name LUX is derived.

14. LUX has been positioned throughout its history without referring to it as
“soap”, but as a “’beauty bar” with one-fourth cleansing cream; they stress its
moisturizing of skin while washing in contrast to the drying effects of regular
soaps(which their advertising calls simply “soap”).
Advertisements reinforced the message by showing the cream being poured
into the beauty bar. In 1979, the phrase “cleansing cream” was replaced with
“moisturizer cream”. In 1979, a Pennsylvania dermatologist showed that LUX
dried and irritated skin significantly less than ordinary soaps. As a result of the
study, Unilever started aggressive marketing and won more than 24% of the
market by 2003.
LUX has grown from a US-only soap bar into one of Unilever’s biggest gl brand,
and #3 in the Anglo-Dutch company’s portfolio behind Knorr and Lirextend the
brand across the complete personal care spectrum, and LUX now soap to
shower gel, and from deodorants to shampoo-conditioners. LUX has for its
marketing. In 2003 Ogilvy & Mather launched a series of ads for Dc women.
The brand competes fiercely with Procter & Gamble’s Olay, Beiersd
Neutrogena, all of which have a similarly broad product range

15. SUMMARY OF RESPONSES OF MY QUESTIONNAIRE
58 responses
Summary
1. Name
Rahul saketanand Sarthak madanmavi Ravi kumar MOHIT
KUMAR pradip Hitesh chiragjain kakulikhanra yamini Piyush Sharma Pawan
Kumar manishkumar riyachaturvedi AnandVerma shubhamrana GauravSukhija chetna riyasat vineets
ingh pankaj vinay ROHIT KUMAR divya keshavkrishan omid geetanjalithakur gaurav ANKIT
SHARMA Navneet Meghna Ashish bharat Dimple
arya deepanshuchaudhary BhavyaGarg PuneetKaur Maria
Elena Akshay salmeitkaur Gulshan Divya rahul
raj akankshasetia chasminda Aabid sarthak Shilpa gaurav kawaljeet BaljeetKaur priyankarawat Arpit
THIS ARE ALL THE PEOPLE WHO FILLED MY QUESTIONNAIRE
2. Age
39 37 22 23 20+ 19 18 16 21 20 20 20 21 22 19 18 19 20 20 22 22 21 21 21 21 21 18 19 19 19 20 20
20 20 20 20 22 21 20 19 19 23 20 23 22 20 19 21 22 21 20 23 25 26 21 20 21 years 19yrs
Average age rage lies b/w 19-22
3. Gender
male
35 64%
Female
20 36%
64% out of 100% are male and rest 20 % are female
4. Occupation:
B.sc Student Teacher study student housewife STUDENT Medical student Student

16. 5. Family monthly income
<25,000
12
23%
25,000-50,000
14
27%
50,000-75,000
10
19%
75,000-1,00,000
9
17%
>1,00,000
7
13%
6. Family type
Joint
19 34%
Nuclear
37 66%
7. Do you use soaps for every bath/ shower:

17. Yes
54 96%
No
2 4%
96% people like use soap while taking bath out of 100% rest 4% avoid using it
because of skin sensitiveness or they they like to use liquid soaps while taking bath.
8. How many bath soaps do you personally require every month?
1
8 14%
2
26 46%
3
11 20%
4 and above
11 20%
The above figure shows the no. of soaps use by person for their personal use in a
month. The result shows that out of 100%, 46 % people use 2 soaps for their
personal use in a month, 20% people use 3 soaps, 20% people use 4 or more and
rest 14% use only 1 soaps for their personal use monthly.
9. How many bath soaps do you buy for your household every
month?
3
5 9%
4
7 13%

18. 5
6 And Above
9 16%
35 63%
The figure above shows the total no. of soaps used by the whole family of a
person
10. Which kind of bath soaps do you like?
Foamy
17 13%
Thick lather
6 5%
Transparent
6 5%
Milky
33 25%
Colored
3 2%
Glycerin
14 11%
Medicinal
22 17%
Neem
19 15%
Sandal
11 8%
In this question, we asked people about types of soaps people use. So, maximum
(25%) people like to use milky soaps because people likeit for gentleness to skin. 17
% like foamy, 5 %like thick lather, 5 % like transparent, 2% like colored, 11% like
glycerin, 17 % like medicinal, 15 % like neem, 11% like sandal
11. What is the maximum price you spend for standard sized bath
soap?
35 40 100 - 200 50-60 22 25 30 15 1 dollar 20 100 90 80 15-30/pics 70 Rs.40 approx 40-50 45 46 50
12. What is the average price you have paid in recent months for bath
soap?
35 150 2p 42 40 50(4 mnths average) 200 25 around 300 to 400 30 14 Rs.100
approx 20 100 90 10 88 125 300 1,5o dollar 70 75 40-50 not remembercan't recall 47 140 50
13. Which brand do you prefer the most?

19. Lux
7 13%
Dove
21 40%
Lifebuoy
12 23%
Hammam
0 0%
Other
12 23%
This is the total brand preference of soaps by different persons. So, maximum
people like to use dove because dove is very well known brand for its gentleness to
skin, 23% of people prefer to use lifebuoy, 23 % use other soaps, only 13% people
use lux which states that this particular brand is not very popular among the peoples.
This is because of very intense competition in soap industry.
14. Do you change from one brand of soap to another?
Yes
29 53%
No
26 47%
53% people used to switch their soaps brand to another because either they were
not satisfied from their current brand they are using or they are influenced by the
other brand.
15. If yes, How often did you change brands in the last 6 months?

20. Once
11 33%
Twice
9 27%
Many times
13 39%
The data is given here about how many times a person switch their soap brand in
past 6 month. 33% people changed only once, 27% people change twice and 39 %
changed many times
16. Have you ever used Lux soap, If yes which things you like most in
it?
Perfume
21 30%
Color
8 12%
lather
7 10%
Hygienic
9 13%
protect skin and suits your skin
12 17%
value for money
12 17%
Other
0 0%
Features which are liked by lux users are perfume(30%), color (12%), lather (10%),
hygienic (13%), protect and suits skin (17%), value for money (17%)
17. If no, it is because:

21. Lack of awareness
3 12%
Lack of availability
1 4%
You find it expensive
3 12%
You don’t like the product
Other
17 68%
1 4%
Reason behind why people not able to use lux soaps is that maximum people(68%)
don’t like the product, lack of awareness (12%), find it expensive(12%) and other
reason (1%)
18. You came to know about Lux soap from:
Newspaper advertisements
Radio
13 17%
2 3%
TV advertisements
46 61%
Word of mouth
10 13%
Point of sale
3 4%
Other
1 1%
The outcome shows that TV. advertisement plays a very important role to educate
people about the product. 61% out of 100% influenced by only TV ads. Rest
influenced by the newspaper ads (17%), radio (3%), word of mouth (13%), point of
sale (4%) and others (1%)
19. Do you remember any of the TV advertisements of Lux soap?

22. yes
47 89%
no
6 11%
20. Does celebrity endorsement prompt you to purchase Lux soap?
yes
18 34%
no
35 66%
21. Have you tried new variants of Lux soap after viewing the
advertisements?
yes
20 36%
no
35 64%
64% people like have not tried the new variants of lux, the reason for not trying might
be that the variant is not available into the market, or they have no trust on the new
variants

23. 22. Which of the offers available influence you the most to purchase
Lux Soap?
Discounts offer
5 11%
Buy one get one
15 32%
Combo pack
25 53%
Other
2 4%
In this we can see that maximum people(53%) influenced by the
combo offers provided by the company because on that scheme tey
can get more discount while purchasing. Rest mat be influenced by
discount offer (11%), buy one get one free (32%), and other(4%)
23. Is Lux Soap easily available to you?
yes
53 98%
no
1 2%
98% people said that lux soap is easily available to their locality because lux is a
very well-known international brand in many countries
24. From where do you usually purchase Lux Soap?

24. Nearby Store
34 71%
Retail Store
12 25%
Whole Seller
2 4%
Maximum people (71%) like to purchase soaps from their nearby store because
these stores are located near to their house and people find it very convenient to
purchase from there. Another reason may be that the nearby seller may influence
the buyer decision because they have very contact with customer to their locality &
may have complete knowledge about the product. Rest of that purchase from retail
outlets (25%) and whole seller (4%) the reason might be that they get handsome
discount while purchasing from them, or they like to purchase in bulk.
25. Which type of Lux Soap you like the most?
Peach Milk
7 15%
Cream Milk
21 46%
Pink Cream
9 20%
Badam Milk
9 20%
Here the preference is given for the lux soaps by the respondents who use it. So
maximum 46% people like lux’s cream milk soap because Refresh and replenish
skin after a long day’s work with lux creamy white. This soap is enriched with
ultra-caring Swiss moisturizers which makes the bar so creamy that it feels like
dollop of cream in your hand. The soap produces a luxurious lather and glides
smoothly on the skin to make it smooth and moisturized. Rest 54% like the other
varieties available in the market, i.e. peach cream (7%), pink cream (20%),
badam milk (20%)

25. 26. What is the size of the Lux Soap you usually purchase?
100g
17 37%
200g
25 54%
300g
4 9%
So the maximum people (54%) like to purchase bar of 200g, because this size is
easily available into the market because and fit into their budget
27. How frequently you purchase Lux Soap?
Every Week
6 13%
Every fortnight
2 4%
Every month
6 13%
Occasionally
32 70%
So, as we can see here lux soaps is not very popular into the indian market because of very intense
competition in soap industry. 70% people purchase it occasionally, rest of them purchase it every
week(13%), every fortnightly(4%), every month(13%)

26. Annexure
ANALYSIS OF CONSUMER BEHAVIOR
TOWARD LUX SOAP
1. Name
2. Age
3. Gender
male
female
4. Occupation:
5. Family monthly income
<25,000
25,000-50,000
50,000-75,000
75,000-1,00,000
>1,00,000
6. Family type
Joint
Nuclear
7. Do you use soaps for every bath/ shower:
Yes
No
8. How many bath soaps do you personally require every month?
1
2

27. 3
4 and above
9. How many bath soaps do you buy for your household every month?
3
4
5
6 And Above
10. Which kind of bath soaps do you like?
Foamy
Thick lather
Transparent
Milky
Colored
Glycerin
Medicinal
Neem
Sandal
11. What is the maximum price you spend for standard sized bath soap?
12. What is the average price you have paid in recent months for bath soap?
13. Which brand do you prefer the most?
Lux
Dove
Lifebuoy
Hammam
Other:
14. Do you change from one brand of soap to another?
Yes
No
15. If yes, How often did you change brands in the last 6 months?
Once
Twice

28. Many times
16. Have you ever used Lux soap, If yes which things you like most in it?
perfume
color
lather
hygienic
protect skin and suits your skin
value for money
Other:
17. If no, it is because:
Lack of awareness
Lack of availability
You find it expensive
You don’t like the product
Other:
18. You came to know about Lux soap from:
Newspaper advertisements
Radio
TV advertisements
Word of mouth
Point of sale
Other:
19. Do you remember any of the TV advertisements of Lux soap?
yes
no
20. Does celebrity endorsement prompt you to purchase Lux soap?
yes
no
21. Have you tried new variants of Lux soap after viewing the advertisements?
yes
no
22. Which of the offers available influence you the most to purchase LuxSoap?
Discounts offer
Buy one get one

29. Combo pack
Other:
23. Is Lux Soap easily available to you?
yes
no
24. From where do you usually purchase Lux Soap?
Nearby Store
Retail Store
Whole Seller
25. Which type of Lux Soap you like the most?
Peach Milk
Cream Milk
Pink Cream
Badam Milk
26. What is the size of the Lux Soap you usually purchase?
100g
200g
300g
27. How frequently you purchase Lux Soap?
Every Week
Every fortnight
Every month
Occasionally