CONSUMER SURVEY QUESTIONNAIRE
We conducted online consumer survey questionnaire to get deeper insight from our respondents related to the deodorant usage,
features, awareness etc. The data was collected in form of qualitative and quantitative which gave us an excellent insight into the
target market.
Number of survey completed: 303
Occupation
Student
House wives
Working women
Target Audience
16-48 Years, Female
Location
Conducted from home
Objectives Covered
Demographics
Awareness
Usage
Consumer’s Preference of Brands
Product Features Advertisement
Price Brand Name
Buying Behaviour
Influencer

DEMOGRAPHICS
Less than Rs. 15,000
Rs. 15,000 – Rs. 45,000
Rs. 46,000 – Rs. 75,000
Rs. 76,000 – Rs. 100,000
Above Rs. 100,000
18 – 25 years old
26 – 35 years
36 – 45 years
Above 45 years
Below 18 years
old
Facebook Instagram Snapchat YouTube LinkedIn
100%
75%
50%
25%
0%
Least
used
Most
used
36.3%
27.06%
35.9%
26.73%
45.87%

AWARENESS
Familiarity with the Difference between a
Body Spray and a Body Mist
48.2%
20.1%
31.7%
Poll
• Not Sure
• Yes
• No
No, I have never heard, seen or
used a gas free body spray.
Yes, I know about a gas
free body spray brand
75%
50%
25%
0%
73.6%
26.4%
Gas free Body Spray
Analysis
0% 2% 4% 6%
Fogg
Bold
Nivea
Diva
Dove
Fa
Adidas
5.94%
3.96%
3.63%
0.99%
0.99%
0.99%
0.66%
Gas free Body Spray Brands
Consumer Perspectives about the Difference
between a Body Spray and a Body Mist
• Body mists are in liquid watery form whereas, body spray is in a gas
form.
• Body mists fragrances lasts longer than body spray.
• Body mist is directly applied on skin after shower.
• Body mist is used for fragrance and freshness whereas, body spray is
used to control sweat and odor.
• Body mist fragrance is mild whereas, body sprays have strong fragrance.

PRODUCT USAGE
Deodorant Users
• Yes
• No
96.7
%
3.3%
34%
32.70%
21.50%
15.80% 2.30%
Twice
Once
I don't apply
on daily basis
Usage Analysis Day
wise
• Need
• Luxury
71%
29%
Deodorant Perception
43.2%
5.3%
4.6%
53.1%
45.2%
Consumer’s Reason to
Use
BODY SPRAY BODY MIST ROLL ON STICK
7.9%
36.3%
38%
64.4%
Type of Deodorant Used
12.2%
0.3%
9.2%
42.2%
73.9%
Application of Deodorant Used

BRAND PREFERENCE, FEATURES & PRICE
39.90%
14.50%
23.10%
66.70%
18.20%
0.00% 20.00% 40.00% 60.00% 80.00%
Easily available
Travel friendly bottle
Value for money
Long lasting fragrance
Brand Image
35%
32%
17.8%
9.2%
5.9%
Less than Rs. 500
Rs. 500 – Rs. 800
Rs. 800 – Rs. 1,100
Rs. 1,100 – Rs. 1,500
More than Rs. 1,500
Brand Features Consumers’ Willingness to Pay Top 3 Brands
38.28%
32.67%
17.49%
5.9%
17.5%
1%
11.2%
64.4%
• Mild
• Sweet
• Strong
• Fragrance free
• Floral
48.2%
34.3%
14.5%
2% 1%
Factors for Brand Switch
Fragrance Preference

CONSUMER BUYING BEHAVIOUR
• Easily available near my
house
• Budget friendly
• Packaging
• Any celebrity/ blogger
endorsing it
• Long lasting fragrance
66.3
%
20.5%
10.6%
1.7%
1%
Purchasing factors before
purchasing deodorant
• Every month
• After 2 - 3 months
• After 3 - 6 months
• After 6 months
• Need based
31%
30.7%
24.8%
12.2%
1.3%
Purchasing Duration
• Monthly
grocery
shopping
• Planned
buying on
need basis
• Impulse
buying
30.7%
40.6
%
26.7%
Consumer Buying Behavior
58.4%
27.4%
21.1% 13.2%
Price Brand Name Packaging Promotion Quantity
100%
75%
50%
25%
0%
Least
important
Most
important
33.3%
33.3%
31.68%
Moderate
important
30.63%
35.64%
Buying Locations
Purchasing Factors

INFLUENCER, ADVERTISEMENT & BRAND NAME
• TV Commercials
• Facebook pop-up ads
• YouTube advertisement
• In-store advertisement
• Out of home
50.1%
11.9
%
7.7%
21.5
%
11.6
%
Advertisement Mediums
64%
12.9%
7.9%
10.6%
2.6%
2%
• Product features &
benefits
• Music
• Product Packaging
• Promotional offer
• Ad content
• Celebrity
Endorsement
Advertisement Features
Friend Family Sales Person Online
Reviews
Celebrity
100%
75%
50%
25%
0%
Facebook Instagram Brand's
Website
YouTube Google
100%
75%
50%
25%
0%
Least
important
Most
important
Least
important
Most
important
25.41%
25.08%
45.87%
30.36%
27.39%
28.3% 32.67%
35.9%
26.73%
34.65%
Consumer Influencer
Information Source
● Never heard of it nor any image comes to
their.
● A deodorant with good fragrance
● A milk brand (because of a flavored milk
launched by Olpers naming OWSUM)
● A slang word for awesome or amazing
Brand Name

We conducted on call interviews, keeping in mind our consumer survey and got feedback about the usage, purchase
patterns & awareness of deodorants in the market.
Number of interviews: 70
Target Audience: 18 – 48 years old females
ON CALL INTERVIEWS
Objectives Covered
Product Usage
Awareness
Product Features
Price
Buying behavior
Brand Name

INFERENCES FROM ON CALL INTERVIEWS
1. Product Usage
Reasons for using a
deodorant:
84% 45.7% 4.3% 4.3% 4.3% 2.8%
Body Spray Body Mist Roll on Stick Body Mist
& Spray
Perfumes
only
92% of the respondent use deodorant
Type of deodorant format
used:
72.90%
71.40%
50%
14.30%
28.60%
2.90%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
Fragrance
Freshness
Body Odor
Habitual
Feel Good
Sweating

2. Awareness
Promotion
4%
56.6%
30.0%
20.0%
14.0%
14.0%
12.1%
11.0%
1.4%
2.8%
1.4%
1.4%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
Fragranc
e 91%
Price
43%
Availability
45%
Promotio
n 4%
Sale
7.1%
Long
lasting
8.4%
Top Brands: Reason for using
these brands:

Difference between a body spray
and a mist:
YE
S
NO
80%
20%
Did not know the
difference.
Knew the
difference.
Differences given:
• Body Mist is water based.
• Can be applied on clothes and
used after shower.
• 10% claimed that body mist
lasts longer
• Body Spray is alcohol based.
• 9% claimed that body sprays
lasts longer.
• Concentration is of an aerosol.

3. Product Features 4. Price
Importance of
fragrance
96
%
Consider very
important
4% Not that important
Important features
Fragrance
Long lasting
Anti-
perspirant
Importance of
price
Not considered
important
INFERENCES FROM ON CALL INTERVIEWS

80%
20%
Rs. 501 – Rs. 1000
54%
Under Rs. 1001 – 1500
21%
Under Rs. 500
8.6%
Ideal prices from customers’ perspective:
67.1%
20.0%
8.6%
5.8%
7.1%
LMT GT OFFICIAL
WEBSITE
FACEBOOK BRAND
OUTLETS
5. Buying Behavior
Place of purchase

80%
20%
Important factors before
purchasing a deodorant:
90%
37.10% 31.40%
17.10%
10%
2.80% 1.40% 1.40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Important factors before purchasing a deodorant

80%
20%
Factors influencing decision-making:
Will advertising or any sales person in store
can influence your decision?
6. Brand Name
Ossum perception:
81%
18%
1%
Not aware
about the brand
name
No idea what
Ossum is
Not really sure