Consumer Behaviour towards HUL Toilet Soap in Sirkali Town
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1 Available online at International Journal of Advanced Scientific Research & Development Vol. 02, Spl. Iss. 02, Ver. III, Aug 2015, pp e-issn: p-issn: Consumer Behaviour towards HUL Toilet Soap in Sirkali Town ARTICLE INFO Article History: Received: 29 Jul 2015; Accepted: 30 Jul 2015; Published online: 10 Aug Key words: Consumer Behaviour, Buying Behaviour, Buyer Perception, Customer Perception. ABSTRACT M. MAHESWARI Assistant Professor. The marketing scenario in India has undergone vast change since 1991 due to the economic reforms. Postliberalization, competition intensified in every product line and market, which forced brands to redefine their norms of existence in all industries. In the FMCG industry, especially in toilet soap sector there has been severe competition among the MNCs, national and local players. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements. Product features (Fragrance / Skin care / Germ fight features / Colour) is one of the most important factors that affect brand loyalty. The relationship between the availability of the toilet soap and the extent of brand loyalty was also found to be significant. The toilet soaps can be divided into four price segments: Premium, popular, economy and carbolic soaps. At the same time, penetration level of toilet soaps in urban areas is very high, but per capita consumption levels remain low. In this scenario, it is very important for marketers to know the consumer behavior with respect to toilet soaps, which will be very useful in adopting suitable strategies. This research paper attempts to analyze the consumer behavior towards HUL toilet soap in Sirkali town, Tamil Nadu. Copyright 2015 IJASRD. This is an open access article distributed under the Creative Common Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. INTRODUCTION Consumer is a person who buys or uses things (goods) or services. Marketers are the persons who provide these services. The most challenging questions for marketers are why buyers do what they do (or don t do). Such knowledge is critical for marketers since having a strong understanding of buyer s behavior will shed light on what is important for the consumer and also suggest the important influences on consumer decision-making. Factors affecting consumers buying decisions are extremely complex. How to cite this article: Maheswari, M., (2015). Consumer Behaviour towards HUL Toilet Soap in Sirkali Town. International Journal of Advanced Scientific Research & Development (IJASRD), 02 (02/III), [Special Issue Aug 2015], pp
2 Consumer Behaviour towards HUL Toilet Soap in Sirkali Town It is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. It explains the influences on the consumer from groups such as family, friends and society in Consumers buying behavior result from deeply held values and attitudes, their perception of the world, their place in it, from common sense, from impulse or just plain take. Consumers mainly face two types of purchase decisions: New Purchase these purchases are very difficult to be made by consumer due to lack of confidence in decision-making; and Repurchase consumer feels confident in making these decisions since they have previous experience in purchasing the product. Let s examine the process of how a consumer takes buying decision. The importance of each step might vary depending on the circumstances surrounding the purchase. Consumers decision-making process begins when buyer realizes his/her unsatisfied need, want or desire. Needs may be functional or psychological in nature, and retailers are often trying to satisfy psychological needs as much as functional ones (Babin et al., 1994). Consumers are motivated to satisfy their needs; they will next undertake a search for information on possible solutions. Consumers search efforts may result in a set of options from which a choice can be made. There might be two levels to this stage. At level one, the consumer may create a set of possible solutions to their needs (i.e., product types) while at second level the consumer may be evaluating particular products (i.e., brands). The purchase decision may provide three possibilities to a consumer: from whom to buy, when to buy and also not to buy. In many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. A favorable post-purchase evaluation of the product leads to consumer satisfaction. If the product performs below the consumer s expectation, then he/she will reevaluate satisfaction with the decision, which at its extreme may result in the consumer returning the product. When the consumer is satisfied with the product s performance, repeat purchase is more likely (Szymanski and Hernard, 2001). 1.1 Factors Influencing Consumer Behavior The following factors can influence the Buying decision of the buyer: Cultural Social Personal Psychological 1. Cultural Factors: Cultural factors exert the broadest and deepest influence on consumer behavior. The marketer needs to understand the role played by the buyer s culture, subculture, and social class. 2. Social Factors: A consumer s behavior also is influenced by social factors, such as the consumer s small groups, family, and social roles and status. 3. Personal Factors: A buyer s decisions also are influenced by personal characteristics such as the buyer s age and lifecycle stage, occupation, economic situation, lifestyle, and personality and self-concept. 4. Psychological Factors: A person s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes. Volume 02, Special Issue 02, Version III 10 th & 11 th August
3 International Conference on Innovation in Commerce and Management (ICONICM 2015) Organized by Department of Commerce, A.V.C. College (Autonomous), Mannampandal, Mayiladuthurai , Tamil Nadu, India. 1.2 Soap Market in India Toilet soap is an important day to day basic requirement of any consumer. It is considered as cleansing and beautifying products which is usually used for cleansing one s body. The toilet soap market is dominated by several leading national and global brands. The accepted and quality brands are Hamam, Lux, Power, Dove, Rexona, Medimix, Cinthol, Pears, Mysore sandal, and Lifebuoy. The toilet soap market is fragmented and highly competitive in nature. Soap was introduced in India by the Lever Brothers during the British reign in the country. There after soaps were imported from England and marketed in India. However the first local soap manufacturing unit was set up by Mr. Jamshedji TataNin Cochin, Kerala around the period 1918.Since then soaps have become an important part of the lives of the people of the country. 1.3 The Lead Players of Toilet Soap and their Market Share India has one of the most developed soap markets and is dominated by numerous multinational and also quite a few major domestic companies. Some of the most popular soap brands in India include Lux, Cinthol, Lifebuoy, Liril, Shikakai, Rexona, Nirma, Dettol etc. The Indian soap market is ruled by three major giants; Hindustan Unilever Limited, Godrej and Nirma. These three companies alone account for 88% of the total market share in India. S. No Company Market share in percentage 1. HUL Godrej Wipro 9 4. Nirma 8 5. P&G 3 6. Colgate palmolive 1 7. Others 2 Source: Vanscom Database 1.4 Objectives of the Study To examine the consumer behavior and preference towards bathing soap. To analyses the different factors determining purchase decision of bathing soap. To study the spending pattern of consumers regarding bathing soap. SAMPLING A Sample size of 140 respondents was chosen from the total of 34,880 populations in Sirkali town i.e., (0.4% of total population) but due to incompletely filled questionnaires and unwillingness and carelessness on the part of respondents we are forced to reduce the sample size to Volume 02, Special Issue 02, Version III 10 th & 11 th August 2015
4 MAJOR FINDINGS 3.1 Soap Brand used by the Respondents Consumer Behaviour towards HUL Toilet Soap in Sirkali Town S. No Soap Brand No of Respondents Percentage 1. Lux Lifebuoy Liril Hamam Dove Pears Rexona Majority of respondents i.e. 34 (28.33%) were using Hamam. 3.2 Reason for Buying the Same Brand Regularly S. No Reason No of Respondents Percentage 1. Get satisfaction Beauty Price Quality Brand Quantity Majority of respondents i.e.30 (25%) were buying the same brand regularly for the reason for standard quality. 3.3 Factors affecting buying decision of soap S. No Factors No of Respondents Percentage 1. Price Package Advertisement Quality Popularity Quantity Fragrance Ingredient Volume 02, Special Issue 02, Version III 10 th & 11 th August
5 International Conference on Innovation in Commerce and Management (ICONICM 2015) Organized by Department of Commerce, A.V.C. College (Autonomous), Mannampandal, Mayiladuthurai , Tamil Nadu, India. Majority of the respondents i.e. 36 (30%) were considering quality as a major factor which affects buying decision. 3.4 Satisfaction Level of using Current Soap Brand S. No Satisfaction No of Respondents Percentage 1. Highly Satisfied Satisfied Dissatisfied Majority of the respondents i.e. 82 (68.33%) were satisfied with current soap brand. SUGGESTIONS As a quality is the first influencing factor of the company has to focus on quality and improve it for better sales. The company may give more offer and discount to improve the sales. CONCLUSION Customers are the king of the market, superiors in an organization and Goose laying Eggs. Customers satisfaction plays a significant role in modern marketing era. Soap is an important product for the day to day consumption of the customers. Nowadays competition is going on with a flame of advertisement war. A lot of varieties of soap are being introduced by several producers. In these competition situations, some soap because evil effects due to a mixture of chemical compounds. People need quality of soap for which they are ready to have brand loyalty or switch over from one brand to another. In order to capture the needs of all the segments of people, the products are introduced in different quantity for perfect quality of users if it so, the soap will definitely bring more market potential for soap. REFERENCE [1] Memoriya C. B, Marketing Management, & Practice of Marketing in India, Kital Mahal, Alahabad, [2] Rajan Nair. N, Marketing Management, S. Chand & Co., New Delhi, 2001 [3] R.S.N. Pillai and Bagavathi, Modern Marketing Principles and Practices, S. Chand & Co., New Delhi, 2011 [4] Andrew K. & Larence V, Consumer Behaviour: A study, Indian Journal of Marketing, Vol. VIII, Jan., New Delhi, [5] William J. Stanton, Marketing Management, Prentice Hall of India, New Delhi [6] P.K. Ghosh, Marketing Management, Vikas Publications, Kolkata, [7] K.V. Charles and V. Kohil Gupta, Consumers Choice: A Puzzle, Indian Journal of Marketing, Vol. XXV, New Delhi, Volume 02, Special Issue 02, Version III 10 th & 11 th August 2015
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