Usage Pattern Of Detergents In India Research Report

ABSTRACT

With the increase in per capita income and wide range of choices being available, consumers are main focus for many detergent producing organizations. With competition at its all time peak and with changing trends in demand the companies are finding it hard to survive or to retain their market share. In order to lure the consumers, companies study the quantity being purchased by consumers and at what price. We here try to find out how these factors, confining ourselves to detergent market of India, and many other factors effect the demand of consumers for detergents.

Executive Summary

This is based on our research work on Detergents, being FMCG, it made us go to households and interact to find out the consumer’s buying behavior. Our objectives were to find out what are the main features consumers look in detergents while buying, brand loyalty towards a particular brand, major reasons of switching from one brand to the other. To gather the data we used the questionnaires method. This data was fed in a data analysis tool SPSS. With the help of which we analyzed and interpreted the data gathered, pertaining the buying behavior of consumers. Along with questionnaires, we also used Internet to find out about the detergent industry and the various brands available.

There are more than 10 brands available in the Indian market, but we have chosen 6 major brands. The Indian laundry market is Rs 5000 crore, with HUL enjoying highest 38% of share, followed by others like P&G, Nirma, Ghari etc. Detergent bar comprises of 43% of market share and powder enjoying the rest 57%. The brands which we tapped are Nirma, Ariel, Surf, Tide, Wheel, Surf Excel and leaving others as option. Competition in this market is really high with HUL, P&G, Nirma etc strategizing and innovating to capture the market.

The research design used in our research was descriptive incorporating knowledge from secondary information analysis, qualitative research, methodology selection, question measurement & scale selection, questionnaire design and sample design to be used. And simple random sampling was done. Target customers were mainly housewives, bachelors and others who are using detergents. The age group was not defined. Area where research is done is UP, Delhi & NCR because of the convenience factor. Marjory Quantitative Techniques like frequency distribution and cross tabulation to make interpretations

          Introduction to Project

Indian detergent market

First companies to manufacture detergents in India were HLL and Swastik. HLL test marketed Surf between 1956 and 1958 and began manufacturing it from 1959. Swastik launched Det, a white detergent powder, in 1957.

By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent powder, became the national market leader with dominant positions in the west, north and south.

In the early 1960s, the total volume of detergents manufactured in India grew from around 1600 tonnes to 8000 tonnes. HLL dominated the market with a share of almost 70 % compared to Det's 25%. In 1966, another player entered the fray. Tata Oil Mills Company (TOMCO)  launched its detergent powder 'Magic'.

In 1973, TOMCO introduced 'Tata's Tej' in the low-priced segment. TOMCO unveiled another economy detergent powder called OK in 1977.

 Important inventions over the years of the history of detergents

1950s

Liquid laundry, hand dishwashing and all-purpose cleaning products

• Automatic dishwasher powders
• Detergent with oxygen bleach
• Fabric softeners (rinse-cycle added)

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The detailed research report will cover the following topics:

·         Abstract

·         Executive Summary

·         Introduction to Project :Indian detergent market

·         Briefing about different detergent brands in Indian Market

·         Market size of detergents industry In India

·         Research objectives

·         Survey objectives and data requirements

·         Analysis Plan

·         Research Methodology

·         Research Design

·         Methods of Data Analysis: Frequency distribution Method

·         Hypothesis testing

·         Sampling errors

·         Findings and interpretations

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