Consumer Behaviour
Consumer Behaviour Survey and Survey Location • The survey was carried out at DMart, Borivali (West) by me in order to get an insight of the consumers mind while purchasing soap • This survey is based on and concluded on basis of an in-depth questioning of my 30 subjects on various issues like which brand you use, why you use I etc Introduction • In simple words, ‘Consumer Behaviour is the study of when, why, how, and where people do or do not buy a product • It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general • Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer.
A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions Soap Market in India • Currently the size of the Soap industry is roughly 700 companies • The combined revenue of this industry is a staggering $17 Billion per annum • Penetration level of toilet soaps is 88. 6% • Soaps are available in 5 m retail outlets in India, 3. 75 m of which are in the rural areas. Therefore availability of these products is not a problem. 5% of India’s population is in the rural areas; hence about 50% of the soaps are sold in the rural markets • Rural demand growth is expected to occur mainly with consumers moving up towards premium products • High consumer awareness and penetration levels will enable the market to grow at an average 8-10% per annum with slightly higher growth in the rural areas Factors influencing Consumer Behavior while selecting soaps according to our survey are: • Price Low price, high quality • Ingredients Natural ingredients • Fragrance Strong, lasting fragrance • Protection from germs Lasting protection along with good fragrance was the key Skincare Fairness was an important factor affecting the consumer choice • Color • Packaging Attractive packaging was a big plus • Promotional offers 60% surveyed said yes when asked, “Would consumers buy another brand of soap if certain special offers are available? ” Conclusions derived from the survey • Lux is the most widely used soap, with Cinthol in 2nd place • 12 consumers out of 30 said that they are willing to pay 15-30 for a soap, while 10 said 30-45 • Majority of the consumers said that TV commercial do not affect their soap brand selection • Does advertisement by celebrities influence the purchase of soaps?
This question had an astounding 87% No • 18 out of 30 people could recall the Lux soap Ad • Majority of the people surveyed said that Pester Power affects their purchasing decision • 21 out of 30 people said Yes to this question, “Would consumers change their current brand based on recommendations by friends or family? ” • Would consumers be willing to try other alternatives to soap bars available in the market? Yes – 22 people Factors- fragrance, convenient, better than the current product and they like to experiment No – 8 people Factors – Price and like the current soap which they use
