Project Report On MARKETING MIX

Marketing Mix of Spectra
1
A
Project Report On
MARKETING MIX IN SHUKLA INDUSTRIES
Submitted in partial fulfilment for the degree of
Bachelors of Business Administration (2013-2015) affiliated to
Jammu University,
Submitted to Submitted by
Mr. Shaukat Hussain
Akashdeep
Faculty of management BBA Part 3rd .
Univ.Roll no.306150020

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DECLARATION
I hereby declare that the summer training project report “MARKETING MIX” submitted under
the guidance of Mr. Shaukat Hussain is my original work.
The preparation of project report is based on my personal findings, interactions with the
customers and consultation with eminent scholars and secondary sources.
This information has been collected from genuine and authentic sources. The work has been
Submitted in partial fulfillment of BACHELORS IN BUSSINESS ADMINISTRATION (B.B.A)
of GOVERNOMENT DGREE COLLEGE (BOYS), UDHAMPUR.
Akashdeep

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Government Degree College (Boys), Udhampur
CERTIFICATE
This is to certify that Akashdeep s/o SH Rajesh Kumar ,student of B.B.A III, Roll
No.306150020, has completed his project report on the topic Marketing mix under my guidance
and supervision during the academic year 2015-2016 in the partial fulfillment of requirement for
awarding the degree of Bachelors of Business Administration by the University of Jammu
To the best of my knowledge the work done by the student is original and will be of valuable
source for the scholars and organizations to carry advance research work.
Signature
Mr. Shaukat Hussain

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Certificate
This is to certify that Akashdeep s/o SH Rajesh Kumar student of B.B.A III Roll
No.306150020is a bona fide student of this institute he has completes the project report
on the topic “MARKETING MIX” in SHUKLA INDUSTRIES under the supervision of
Lect.SHAUKAT HUSSAIN . For the partial fulfilment of requirement for awarding the
degree of Bachelors of Business Administration (2013-2016) affiliated toJammu
University.
(Mr. Shaukat Hussain)
Lect. In BBA
Project incharge

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ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely fortunate to have got this all along the completion of my project
work. Whatever I have done is only due to such guidance and assistance and I would not forget
to thank them.
I respect and thank Mr BIMAL GUPTA, for giving me an opportunity to do the project work in
MARKETING MIXand providing us all support and guidance which made me complete the
project on time . I am extremely grateful to him for providing such a nice support and guidance
though he had busy schedule managing the company affairs.
I owe my profound gratitude to our project guide Mr. SHAUKAT HUSSAIN, who took keen
interest on our project work and guided us all along, till the completion of our project work by
providing all the necessary information about service quality and customer satisfaction in this
Organisation.
I would like to thank our H.O.D Prof. Yogesh Sharma and principal Mr. S.S.Balwal for always
encouraging and supporting us. I am thankful to and fortunate enough to get constant
encouragement, support and guidance from all Teaching staffs of Department of B.B.A who
helped us in successfully completing our project work.

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CONTENTS TABLE
Chapter 1. Introduction
An overview onMarketting mix
Chapter 2. Company Profile
Industrialprofile
Chapter 3. Research Methodology
Research Design
SampleDesign
Chapter 4. Analysis and Interpretationof Data
Chapter 5. summary of Findings
Recommendations
Suggestions
Conclusion
Appendix
Bibliography
Questionnaire

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CHAPTER 1
INTRODUCTION

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1.1 THEORETICAL ASPECTS REGARDING MARKETING MIX
Marketing concept
Marketing concept was founded in 1957 by Jhon B. Mc. Kitterick (CEO
General Electric): „marketing concept is the philosophy of consumer orientation,
philosophy which implies integral and coordinated actions and reaching a certain
goal (Lefter, et al., 2006, p. 25)”. The most basic concept underlying marketing is
that of human needs.
Human needs are states of felt deprivation. Wants are the form human needs
take as they are shaped by culture and individual personality. When wants are
backed by buying power they become demands.
Marketing definition is based on the following concepts: needs, wants,
demands, markets, change, transaction and relations, satisfaction and value,
products, services and experiences (Kotler & Armstrong, 2004, p.8).
1.2 Marketing mix
Marketing is the art and science of selling. Ingredients for a good marketing
(according to Philip Kotler) are the 4P’s: product, price, promotion and placement.
An effective marketing program combines harmoniously all elements of the

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marketing mix. Marketing mix is the main instrument of the company for obtaining
strong positioning on the concerned markets.
Product policy. The authors of the paper: “Marketing. Explanatory Dictionary”
(Florescu, et al., 2003, p.537) define product policy as a decision adopted by
manufacturing or commercial companies regarding the size, structure and
evolution of the range of goods and services (Lefter, et al., 2006, p.375, 405).
Product policy is often compared with “the heart of marketing”. It has a direct
connection with the other elements of the marketing mix.
Price policy. Price is a market instrument and an index of the economic and social
reality (Lefter, et al., 2006, p.449). Price is the only marketing mix variable which
leads to profits, the others are generating only expenses and investments. Price is a
very flexible element of the mix and it can be changed rapidly, unlike the product
characteristics and the placement activity.
Placement policy. Placement’s role is to assure the necessary balance in the
market primarily between demand and supply and between producers and
consumers. Another role of the distribution is to streamline the buying – selling
processes. The advantages of custom sales are:
 it allows maintaining control over the entire marketing process;
 it reduces distribution expenses;

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 direct contact of the manufacturer with the consumer, it facilitates market
knowing;
 supporting the factory brand;
 controlling the price;
 guaranteeing the quality of the sold products;
 quality services.
The disadvantages of this type of sale are: usage of man y financial
resources for trainings, human resources.
Promotion policy. Promotion should be seen as a key tool of the marketing mix.
The way how the company combines the various promotion components in order
to achieve goals, rises the promotional mix.
Personal promotion is a form of communication. This is defined as being: “o form
of communication from one person to another, in which the seller persuades the
potential buyer to buy the products and services of the company” (Lefter, et al.,
2006, p.562).

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1. 3 Introductlion to the Project
DETERGENT
A detergent (as a noun) is a material intended to assist cleaning. The term is
sometimes used to differentiate between soap and other surfactants used for
cleaning. As an adjective pertaining to a substance, it (or "detersive") means
"cleaning" or "having cleaning properties"; "detergency" indicates presence or
degree of cleaning property.
Detergents, especially those made for use with water, often include different
components such as:
 Surfactants to 'cut' (Emulsify) grease and to wet surfaces
 Abrasive to scour
 Substances to modify pH or to affect performance or stability of other
ingredients, acids for descaling or caustics to break down organic
compounds
 Water softeners to counteract the effect of "hardness" ions on other
ingredients
 oxidants (oxidizers) for bleaching, disinfection, and breaking down organic
compounds
 Non-surfactant materials that keep dirt in suspension

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 Enzymes to digest proteins, fats, or carbohydrates in stains or to modify
fabric feel
 Ingredients thatmodify the foaming properties of the cleaning surfactants, to
either stabilize or counteract foam
 Ingredients to increase or decrease the viscosity of the solution, or to keep
other ingredients in solution, in a detergent supplied as a water solution or
gel
 Ingredients that affect aesthetic properties of the item to be cleaned, or of
the detergent itself before or during use, such as optical brighteners, fabric
softeners, colors, perfumes, etc.
 Ingredients such as corrosion inhibitors to counteract damage to equipment
with which the detergent is used
 Ingredients to reduce harm or produce benefits to skin, when the detergent is
used by bare hand on inanimate objects or used to clean skin
 Preservatives to prevent spoilage of other ingredients
Sometimes materials more complicated than mere mixtures of compounds
are said to be detergent. For instance, certain foods such as celery are said to be
detergent or detersive to teeth.

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Types
There are several factors that dictate what compositions of detergent should
be used, including the material to be cleaned, the apparatus to be used, and
tolerance for and type of dirt. For instance, all of the following are used to clean
glass. The sheer range of different detergents that can be used demonstrates the
importance of context in the selection of an appropriate glass-cleaning agent:
 a chromic acid solution—to get glass very clean for certain
precisiondemanding purposes such as analytical chemistry
 a high-foaming mixture of surfactants with low skin irritation—for
handwashing of dishware in a sink or dishpan
 any of various non-foaming compositions—for dishware in a dishwashing
machine
 other surfactant-based compositions—for washing windows with a
squeegee, followed by rinsing
 an ammonia-containing solution—for cleaning windows with no additional
dilution and no rinsing
 ethanol or methanol in windshield washer fluid—used for a vehicle in
motion, with no additional dilution
 glass contact lens cleaning solutions, which must clean and disinfect without
leaving any eye-harming material that would not be easily rinsed.

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Terminology
Sometimes the word detergent is used to distinguish a cleaning agent from
soap. During the early development of non-soap surfactants as commercial
cleaning products, the term syndet, short for synthetic detergent was promoted to
indicate the distinction. The term never became popular and is incorrect, because
most soap is itself synthesized (from glycerides). The term soapless soap also saw
a brief vogue. There is no accurate term for detergents not made of soap other than
soapless detergent or non-soap detergent.
The term detergent by itself is sometimes used to refer specifically to
clothing detergent, as opposed to hand soap or other types of cleaning agents.
Plain water, if used for cleaning, is a detergent. Probably the most widelyused
detergents other than water are soaps or mixtures composed chiefly of soaps.
However, not all soaps have significant detergency and, although the words
"detergent" and "soap" are sometimes used interchangeably, not every detergent is
a soap.
The term detergent is sometimes used to refer to any surfactant, even when
it is not used for cleaning. This terminology should be avoided as long as the term
surfactant itself is available.

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HISTORY OF DETERGENT
The earliest detergent substance was undoubtedly water; after that, oils,
abrasives such as wet sand, and wet clay. The oldest known detergent for wool-
washing is stale (putrescent) urine. For the history of soap, see the entry thereon.
Other detergent surfactants came from saponinsand ox bile.
The detergent effects of certain synthetic surfactants were noted in 1913 by
A. Reychler, a Belgian chemist. The first commercially available detergent taking
advantage of those observations was Nekal, sold in Germany in 1917, to alleviate
World War I soap shortages. Detergents were mainly used in industry until World
War II. By then new developments and the later conversion of USA aviation fuel
plants to producetetrapropylene, used in household detergents, caused a fast
growth of household use, in the late 1940s. In the late 1960s biological detergents,
containing enzymes, better suited to dissolve protein stains, such as egg stains,
were introduced in the USA by Procter & Gamble.
DETERGENT MARKET IN INDIA
The Indian fabric wash products market was a highly fragmented one. There
was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and
bars made from vegetable oils accounted for around seven lakh tonnes with
synthetic detergents making up the rest. Detergent cakes accounted for 40% of the
synthetic detergent used, while powder accounted for the rest. Washing powders

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were categorized into four segments - economy (selling at less than Rs.25 per kg),
mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact
(selling at over Rs. 120 per kg). The compact, premium and medium priced
segments together accounted for 20% of the volume share and 35% of the value
share. The economy segment made up the remaining lion's share of the market.
The fabric wash industry in India was characterized by low per capita
consumption, especially in rural markets. The major players in the Indian detergent
market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a
leading petrochemical company based in the south Indian city of Chennai).
MARKET SHARE
MajorPlayers:
 Surf Excel
 Rin
 Arial
 Tide
 Nirma
 Wheel

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NIRMA

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NIRMA is one of the few names - which is instantly recognized as a true
Indian brand, which took on mighty multinationals and rewrote the marketing rules
to win the heart of princess, i.e. the consumer.
Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a
classic example of the success of Indian entrepreneurship in the face of stiff
competition. Starting as a one-man operation in 1969, today, it has about 14, 000
employee-base and annual turnover is above Rs. 25, 00 crores.India is a one of the
largest consumer economy, with burgeoning middle class pie. In such a
widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards
creating and building a strong consumer preference towards its ‘value-for-money’
products.
Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making
it one of the largest volume sales with a single brand name in the world. Looking at
the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but
this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma
the largest detergent and the second largest toilet soap brand in India with market
share of 38% and 20% respectively.
SURF EXCEL

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Surf Excel is currently running two campaigns riding on the popularity of
the "Daag Ache Hain" ( Dirt is good) campaign.The new campaign too strikes a
chord with the consumers. Continuing with the earlier campaign, the new ad
features two kids taking a Puddle fight to distract their fighting parents fighting
over a car collision. The voice over says " if some thing good happens because of
dirt then Dirt is Good". According to a report in agencyfaqs, the creative team had
a tough task in continuing a classic campaign and no doubt they have been very
successful.
The second campaign takes a cue from the World cup. The ad features a
group of kids preparing for World Cup 2015.
WASHING POWDER AND CAKE

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MARKRTING STRATEGIES OF ALL THE MAJOR PLAYERS.
When Procter& Gamble India (P&G) entered the detergent , market of India
at the beginning of the 1990s, the market had just calmed down after a decade long
battle between HLL’s Surf and Nirma of Nirma Chemicals. Though there were
many detergent brands in the market – Det, Key, Pont, Chase, Vimal, Vijay,
Adhunik, Plus, Hipolene, Tej, Mazda , Sanzar , etc – Surf remained the leader and
Nirma the challenger. Choosing the price conscious, lower segment as its market
and taking advantage of the concessions as an SSI unit, Nirma Chemicals offered a
low-priced brand and promoted it aggressively. HLL had to defend Surf with all its
might. The company stepped up its promotion of Surf, relying heavily on aspects
like quality and value for money. In addition, HLL introduced a low priced brand,
Wheel, and positioned it directly against Nirma in the same segment. HLL also
introduced Sunlight detergent powder, a brand extension of its Sunlight washing
soap taking advantage of its time tested brand image. Yet, within a few years,
Nirma garnered a share of 35 per cent of the market and literally shook Hindustan
Lever. The latter had been the market leader for years without any significant
challenge whatsoever. Also, by then the detergents market of India had grown into
a Rs 1,800 crore market. It was into this market that P&G entered with its Ariel as
a direct contestant against Surf. In fact, the P&G-HLL battle finally turned out to

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be one of the major marketing encounters of the 1990s. P&G and Lever, the rivals
around the world, were now combating on Indian ground.
How did P&G go about marketing Ariel? What marketing strategy did P&G
employ? P&G Seeks leadership position in the industry: P&G laid down its
marketing strategy in respect of Ariel: P&G aims at making Ariel the leading
detergent brand of India, squarely confronting the exiting market leader, Hindustan
Lever, and its leading brand, Surf. Our marketing strategy will be centered around
this major theme. The company will stick to this plan even if it means sacrificing
profits in the short run. P&G put Ariel on the Indian market in 1990, positioning it
directly against HLL’s Surf.
DETERGENTS UNDER SCRUTINY
The virtually unregulated use of pollutant chemicals in the Indian detergent
industry is a situation that needs to be quickly reversed, says Toxics Link.
October 2002 - Cleanliness has been an important consideration for human
beings from time immemorial, but the relation between personal and
environmental cleanliness is a less obvious one. Soap making dates back to about
1500 BC, the earliest records indicate that a combination of animal and vegetable
oils with alkaline salts was used to form a soap-like material. In ancient India too,
people used soap preparations made from plant or animal fats. Modern technology

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has provided synthetic detergents that have slowly replaced soaps. The first
detergents were used chiefly for hand dishwashing and fine fabric laundering. This
was followed by the development of all-purpose laundry detergents introduced in
the U.S. in 1946.
Today, India has a diverse range of detergents available off the shelf. The
annual consumption of detergents in India ranges to hundreds of thousands of
tonnes. The formal sector with its increasing ability to influence consumers via
advertisements is expanding its market share aggressively. The detergent market
has evolved into a highly competitive one where a myriad brands vie with each
other to get the customers' attention. Each brand claims to clean whiter, boasting of
technologically dubious terms such as fighting granules, power pearls, etc.
Detergents and health
Detergents are household chemical cleaning compounds used for laundering
and dishwashing. They contain wetting agents and emulsifiers, based on non-soap
synthetic surfactants. Synthetic detergent powders consist of surface-active agents,
builders and fillers. In addition they have additives like anti re-deposition agents,
optical fibre brighteners (whitening agents), bluing agents, bleaching agents, foam
regulators, organic sequestering agents, enzymes, perfumers, and substances that
regulate the density and assure crispness of the material they are used on.

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A study done to understand the Indian consumers knowledge of harmful
effects of detergents on health and environment, showed that 77.6 percent of
respondents had experienced some kinds of skin irritation due to detergents. Of
these the majority comprised of dhobis and rural women. Conventional laundry
detergents leave chemical residues on the clothes. These residues enter our bodies
either through the skin or through the lungs. They cause many common health
problems including allergies, skin infections and in rare cases, cancer. The
fragrances used in laundry detergents can prove allergic and be highly irritating to
lungs, causing serious health effects to people with asthma or chronic heart
problems.
The usual result of a continuous and excessive exposure of the skin to
detergents is drying, fissuring and dotting of the keratin layer leading to increased
permeability that causes sensitization, which may develop into dermatitis. Elderly
people are more susceptible to infections that may lead to developing eczema.
Detergents and water pollution
Most laundry detergents in India are phosphate based. Phosphates are a
major source of water pollution that has become the direct cause of 42 per cent of
human and animal diseases. In India, per capita consumption of detergents in 1994
was 2.8 kg per annum. This is projected to rise to over 4 kg/capita by 2005. In rural

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areas the use of detergent bars is expected to grow 7-8 per cent annually. The
figures are of concern because high quality detergents have as much as 35 per cent
STPP in them. According to Prof Narinder K. Kauschik, Professor emeritus for
environmental biology at the Canadian University of Guelph, "the main problem is
that of phosphate-based detergents promoting eurtrophication of aquatic
environments."
Eutrophication or Nutrient pollution is a process by which water bodies
gradually age and become more productive. Any natural process like this might
take thousands of years to progress but human activities accelerate this process
tremendously. The presence of excessive plant nutrients causes pollution of water
bodies. These plant nutrients are supplied primarily in the form of phosphorus,
nitrogen and carbon to water bodies in various ways. Sewage perhaps is a
particular source of phosphorus when detergents containing large amounts of
phosphates are drained during washing. The algal boom leads to consumption of
the oxygen dissolved in water, creating hypoxic, and at times, near anoxic
situation. This can lead to excessive eutrophication that kills the fish, cause odour
and increase pathogenic animals.

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Seasonal impacts
Run-off of phosphates into water streams is not only due to detergents, but
also due to fertilizers and manures. Findings show that during the dry seasons
when the run-off from agriculture is virtually zero, and manure run-off is down to
one fifth of the total annual rate, detergents are responsible for additional loadings
of rivers by about 7.3 per cent which poses significant eutrophication impact risks.
In India, it is not uncommon to see ponds, lakes and part of rivers choking with
algae or other aquatic plants. In the Indian context, this is a grim situation since
these water bodies are the primary sources of water for a large section of the
population.

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CHAPTRE 2
COMPANY PROFILE

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COMPANYPROFILE
Bleaching preparations and other substances for laundry use; cleaning, polishing,
scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics,
hair lotions; dentifrices.
Vision, Mision & Philosophy
Spectra is a customer-focused company committed to consistently offer
better quality products and services that maximise value to the customer. This
customer-centric philosophy has been well emphasised at spectra through:
 Continuously exploring & developing new products & processes.
 Laying emphasis on cost effectiveness.
 Maintaining effective Quality Management System.
 Complying with safety, environment and social obligations.
 Imparting training to all involved on a continuous basis.
 Teamwork and active participation all around.
 Demonstrating belongingness and exemplary behaviour towards
organisation, its goals and objectives.
Spectra is a phenomenon and synonymous with Value for Money. The brand
transcends the specific dynamic of any particular product category, which is best
captured in its above mission statement - a statement of sustained innovation, an

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unceasing effort to deliver better value to consumers, through better product
quality.
PRODUCT
Spectra is aptly considered as a marketing miracle and this is reflected in the
strength of the brand. Spectra has successfully challenged and changed the
conventions of detergents marketing and today leading business schools are
analyzing it's strategies to demystify this miracle. Spectra core marketing thrust
revolves around prompting consumer trials by offering a good quality product at
most competitive price and retaining these new consumers by continuously
offering the same 'Value For Money' equation. This is borne by the fact that today
Spectra can boast of a strong brand loyalty from its Jammu consumer base. Based
on the pragmatic concept of 'Umbrella Branding', Spectra has been increasingly
successful in extending its brand equity to other product categories like Premium
Detergents, Premium Toilet Soaps, Shampoos, Tooth pastes and Iodized Salt, thus
opening new vistas to the field of Brand Building.
PRICE
Ivory tower theories are rethinking their business basics-thanks to chairman
of Spectra. Taking on the might of a multinational, his-priced detergent Spectra
captured a majority market share arresting the sales and growth of a consumer
giant’s up market brand. Among the greatest success stories in the annals of

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marketing management in Jammu is that of a low-priced detergent of reasonably
good quality which, in the course of a mere decade, put the skids on a product that
was considered the pride of a powerful multi-national. The story of Spectra has
become a classic as a marketing case-study. And the story of its progenitor is as
genuine and romantic a tale of rags-to-riches as one could hope to find anywhere.
For harried housewives, struggling to balance their monthly budgets, Spectra came
as a boom. It was much cheaper than Surf, which had already gone well out of
their reach; and it washed clothes nearly as well. Its cleansing power was far
superior to that of the slabs of cheap washing soaps that had been their sole
alternative until then. By the early 1990s the burgeoning sales of Spectra reached a
rate of growth that was twice or thrice that of the industry in general. Moreover,
Spectra operated in the small-scale sector and, therefore saved an enormous
amount of excise duty that multinationals had to pay on every kilo of detergent
produced. The latter simply could not hope to bring the price down to a level that
was attractive enough for the middle and lower-middle classes, which were the
bulks segments for Spectra sales.
The pricing policy adopted by Spectra for its Spectra washing powder i.e.
adequate Quality at an Affordable price has challenged the mighty HLL’s Surf.

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Industry Profile
Detergent industry refuses to take any action due to a lack of mandatory
legislations. As a proactive response to environment risks as result of increasing
levels of phosphates, the industry needs to reduce the perilously high phosphate
levels of 30 per cent to far lower numbers. Industry representatives have declined
to do so on grounds that the amount of phosphate used in northern countries is
higher as compared to that in India. The fact is that India relies only on Sewage
Treatment Plants (STPs) which are not fully functional even in metropolitan cities
unlike northern countries where STPs are installed for every few households.
Industry ought to label its products voluntarily for containing phosphate so that it
can be left to the consumer to decide.
According to Prof. Kaushick strict regulations in North America and Europe
makes it mandatory for the multinational detergent industry to produce detergents
with nominal phosphate content (or even phosphate-free detergent). The same
industry absolves itself of this responsibility in India, where it manufactures
detergents with a high phosphate content. The industry vehemently opposes any
regulation of phosphate use in detergents. It is not prepared to indicate the
percentage phosphate content on detergent packages.
Better options - Eco-friendly household cleaning powders

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An environmentally superior detergent is the one that makes use of lesser
chemical ingredients. The toxicity of detergents decreases by non-addition of
additives like perfumes, colour and brightening agents. Minimal packaging can
also reduce environmental harm substantially. Synthetic surfactants may be
replaced by non-petrochemical surfactants or vegetable oil soaps; builders like
phosphates can be replaced by sodium citrate and sodium bicarbonate; dyes and
fragrances can be eliminated or minimized. For a simple formula to make your
own detergent, write to Toxics Link.
Detergent use can never be a totally non-polluting activity. The consumer
needs to be informed that the smaller detergent products can also be the least
polluting ones. Consumers must press for implementation of labelling standards
and regulation so that they may avail of environmentally friendly choices. Using
'green detergents' that do not contain non-essential additives like perfumes, colour
and brightening agents in minimal packaging will go a long way in ensuring a
cleaner and healthier environment.

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CHAPTER 3
RESEARCH METHODOLOGY

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The research is based on:-
Primary Data
1) Questionnaire
Secondary Data
 Internet
 Company Reports& Broachers
 Magazines
 Newspapers Articles &journals
Data is also gathered by talking to the respondents (Target Audience,
understanding their beauty needs, what aspire them to go for the brand. Also the
level of:-
 Brand awareness,
 Price level,
 Visibility of brand personality.
 Expectancy of Communication
All these factors were the prime criterion for selecting (Which brand??),
Short listing and ranking (level of trustworthiness? or most favoured) which had
helped us for identifying the winner.

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OBJECTIVE OF THE STUDY
1 To study the competitors of spcetra.
2 To identify the major players of detergents.
3 To study the consumers needs.
4 To study the customer perceptions towards spectra.
RESEARCH DESIGN
Our research is based on the Exploratory Study.
Research is exploratory when you use no earlier model as a basis of your
study. The most usual reason for using this approach is that you have no other
choice. Normally you would like to take an earlier theory as a support, but there
perhaps is none, or all available models come from wrong contexts. Exploratory
research means that hardly anything is known about the matter at the outset of the
project. You then have to begin with a rather vague impression of what you should
study, and it is also impossible to make a detailed work plan in advance.
The gradual process of accumulating intelligence about the object of study
means also that it will be impossible to start by defining the concepts of study. You
have to start with a preliminary notion of your object of study, and of its context.
During the exploratory research project, these provisional concepts then gradually

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gain precision. We have collected our data by drafting a questionnaire and thereby
interpreted or analyzed or result by using the Microsoft excel.
Sample design
 The sampling procedure used to produce any type of sample
 Sample size of 80 customers.
Sample centre = Jammu city.

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CHAPTRE 4
DATA ANALYSIS AND
INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION
1. Classification on the basis of Education, Monthly Income & Occupation:
No. Particular Variable No. of Respondents Percentage
1 Education Illiterate 5 6.25%
School Up to 4 5 6.25%
School up to 5-9 7 8.75%
Some collage but not
Graduate
20 25%
Graduate / PG General 26 32.50%
Graduate/ PG Professional 11 13.75%
Not Discussed 6 7.50%
Total 80 100
2 Monthly
income
Up to- 5,000 7 8.75%
5001-15000 11 13.75%
15001-25000 26 32.50%
25000 and above 36 45%
Total 80 100
3. Occupations Service 5 6.25%
Profession 8 10%
Business 15 18.75%
Retired 22 27.50%
Any Other 30 37.50%
Total 80 100

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Above table Sr. No. 1 shows that the most of the respondents are literate
(93.75%) and Sr. No. 2 shows that 45% respondent have monthly income above
25000 whereas 32.50% respondent have monthly income of 15001-25000, 13.75%
respondent have monthly income 5001-15000, and 8.75% respondent monthly
income is up to-5000 . Above table Sr. No. 3 shows those 27.50% respondents are
retired whereas 37.50% are respondent have any other occupation, 18.75%
respondent have business, 10% respondent have profession and 6.25% respondent
are doing service.

39
2. Classification on the basis of Detergent Uses:
Above table shows that 37.50% respondent use Surf Excel detergent
whereas 20% respondent use Arial, 15% respondent use Rin, 10% are use Tide,
6.25% respondent use any other detergent and 5% respondent use Spectra.
0
5
10
15
20
25
30
35
40
Surf Excel Arial Rin Tide Spectra Any Other
No of Respondents
Percentage%
Sr. No. Particular No of Respondents Percentage%
1. Surf Excel 30 37.50%
2. Arial 16 20%
3. Rin 12 15%
4. Tide 8 10%
5. Spectra 4 5%
6. Any Other 5 6.25%
Total 80 100%

40
3. Classification on the basis of use of particular Detergent preference reason:
1. Overall good product 42 52.50%
2. Overall past good experience 11 13.75%
3. Others good experience 10 12.50%
4. Overall good quality in low price 10 12.50%
5. Better distribution channels 7 8.75%
Total 80 100%
Above table shows that 52.50% respondent purchase the productbecause of
overall good product. Whereas 12.50% respondent use their particular product
because of overall quality in low price, 13.75% respondent use their particular
because of overall past good experience,12.50% respondent use their particular
because of others good experience, 8.75% respondent use their particular product
because of better distribution channel.
0
10
20
30
40
50
60
Overall good
product
Overall past
good
experience
Others good
experience
Overall good
quality in low
price
Better
distribution
channels
No of Respondents
Percentage%

41
4. Classification on the basis of respondent when it use:
1. Monthly 16 20%
2. Weekly 50 62.50%
3. Any Other 14 17.50%
Total 80 100%
Above table show that 62.50% respondents uses their detergent weekly.
Whereas 37.50% respondents use their product by any other way.
0
10
20
30
40
50
60
70
Monthly Weekly Any Other
No of Respondents
Percentage%

42
5. Classification on the basis of basic requirements for detergent while
purchase it:
1. Cleanness 25 31.25%
2. Fragrances 10 12.50%
3. Harmfulness to clothes 9 11.25%
4. Harmfulness to hand 14 17.50%
5. Cost 9 11.25%
6. Packaging 5 6.25%
7. Any other 8 10.%
ToTal 80 100%
Above table shows that 31.25% respondent use their detergent because
cleanness. Whereas 10% respondent use their detergent for any other reason,
11.25% respondent use their detergent for cost, 17.50% use their product for
harmfulness to hand, 12.50% respondent use their detergent for fragrances, 6.25%
are use their detergent for packaging.

43
0
5
10
15
20
25
30
35
No of Respondents
Percentage%

44
6. Classification on the basis of switching on product:
1. Yes 15 18.75%
2. No 65 81.25%
Total 80 100%
Above table shows those 81.25% respondents keep switches on their
product and 18.75% respondents are loyal to their product.
0
10
20
30
40
50
60
70
80
90
Yes No
No of Respondents
Percentage%

45
7. Classification on the basis of influence of advertisement & packaging
parameters on choice of customer:
No. Particular No of Respondents Percentage%
1. Cost 4 5%
2. Fragrances 14 17.50%
3. Soft to Hand as
well as clothes
24 30%
4. Advertisement
s
20 25%
5. Neighbors &
Friends
10 12.50%
6. Packaging &
Quantity
8 10%
Total 80 100%
Above table shows that 30% respondents have influence of harmfulness of
hand as well as clothes where as 25% respondents have influence of
advertisements ,17.50% respondents have influence of fragrance, 12.50% have
influence of neighbours, 10% have influence of packaging and quality, 5%have
influence of cost

46
8. Classification on the basis of Awareness harmfulness of detergent on
health:
1. Yes 62 77.50%
2. No 18 22.50%
Total 80 100%
0
5
10
15
20
25
30
35
No of Respondents
Percentage%

47
Above table shows that 77.50% respondents are aware about the
harmfulness of detergent, and 22.5%% respondents are not aware about the
harmfulness of detergent.
9. Classification on the basis of preference of purchase as per available
distribution channels:
Sr. No. Particular No of Respondents Percentage %
1. Departmental Store 3 3.75%
2. Super Market 24 30%
3. Convenient store 21 26.25%
0
10
20
30
40
50
60
70
80
90
Yes No
No of Respondents
Percentage%

48
4. Kirana store 32 40%
Total 80 100%
Abovetable shows that 40% respondentusekirana storefor their purchase of
detergent and soap. Whereas 30% respondents usesuper marketfor their
purchaseof detergent and soap, 26.25% respondentuseconvenientstore for
purchaseof detergent and soap.
0
5
10
15
20
25
30
35
40
45
Departmental
Store
Super Market Convenient store Kirana store
No of Respondents
Percentage %

49
10. Classification on the reason for making preferred store:
1. For Discount 11 13,75%
2. Variety 27 33.75%
3 Service 34 42.50 %
4. Proximity 7 8.75 %
5. Ambience 1 1.25 %
Total 80 100%
Above table shows that 42.50% respondent are prefer the store for Service
whereas 13.75% respondent are prefer the store for discount, 33.75% respondent
prefer store for variety, 8.75% respondent are prefer the store for proximity and
1.25% respondent are prefer the store for ambience.

50
0
5
10
15
20
25
30
35
40
45
For Discount Variety Service Proximity Ambience
No of Respondents
Percentage %

51
11. Classification on the basis of the frequencies of discount & incentives
Which Provide By preferred store:
1. Always 00 00
2. Often 9 11.25%
3. Sometimes 48 60%
4. Not to all 23 28.75%
Total 80 100%
Abovetable shows that 60% the respondentget discountand incentives from
preferred storesometimes whereas 28.75% respondentnotget discountand
incentives frompreferred store, 11.25% therespondentget discount and
incentives frompreferred storeoften.

52
0
10
20
30
40
50
60
70
Always Often Sometimes Not to all
No of Respondents
Percentage %

53
12. Classification on the basis of Brand Awareness:
1. Surf Excel 80 100%
2. Arial 80 100%
3. Rin 80 100%
4. Tide 80 100%
5. Spectra 80 100%
Total 80 100%
Above table shows the entire respondents are aware about all brands of
detergents and soaps.

54
0
20
40
60
80
100
120
Surf Excel Arial Rin Tide Spectra
No of Respondents
Percentage%

55
13. Classification on the basis of like to switch the detergent if get some
promotional schemes:
1. Yes 14 17.50%
2. No 66 82.50%
Total 220 100%
As per above table we can observe 17.50% consumers switch their products
if they got profitable schemes from another brands.
0
10
20
30
40
50
60
70
80
90
Yes No
No of Respondents
Percentage%

56
14. Classification on the basis of influence to respondent choice:
1. Family 27 33.75%
2. Friends 7 8.75%
3. Advertisements 16 20%
4. Schemes 11 13.75%
5. Self 19 23.75%
Total 80 100%
Above table shows that 20% respondents have influence of advertisements
to their choice whereas 33.75% respondents have influence of family to their
choice, 13.75% respondents have influence of scheme to their choice, and 23.75%
respondents have influence of their own experience and in last % respondent are
influence by their friends opinions.

57
0
5
10
15
20
25
30
35
40
No of Respondents
Percentage%

58
CHAPTER 5
FINDING OF THE PRESENT
STUDY
THE FINDING OF THE PRESENT REVEALED THE FOLLOWING
The study reveals that 39.09 percent of the respondents prefer Surf Excel, 16.36
percent of the respondents prefer Arial, 14.54 percent of the respondents prefer
Rin, 13.63 percent of the respondents prefer Tide and 4.54 percent of the
respondents prefer Sepctra, maximum are satisfied with the brand they are using
Surf Excel. 20% respondents have influence of advertisements to their choice

59
whereas 33.75% respondents have influence of family to their choice, 13.75%
respondents have influence of scheme to their choice, and 23.75% respondents
have influence of their own experience and in last % respondent are influence by
their friends opinions. 60% the respondentget discount and incentives from
preferred storesometimes whereas 28.75% respondentnotget discountand
incentives frompreferred store, 11.25% therespondentget discount and
incentives frompreferred storeoften.

60
SUGGESTIONS
SUGGESTIONS:
1) The all detergent brands organization in Jammu city need to promote their
products on price plank without compromising quality of product.
2) The marketers need to implement promotional strategies like discounts,
offers, coupons, exhibitions, road shows & arrange product trials to attract
more consumers of Jammu city.
3) The organizations also need to give attention towards packaging design,
advertising on local media, celebrity endorsement activities which
effectively attract consumers.

61
CONCLUSION
CONCLUSION
The respondents are much aware about the household care. In FMCG
includes all consumable household care items which people buy at regular basis for
everyday use. The detergent and soaps is most common & needed on daily basis
for cleaning clothes in whole world. Now days detergent market is grown up
because consumer much aware about cleaning. Detergent and soaps organization
presents their new improved products which contain all required features by the
consumers. Detergent is demanded from both rural & urban areas. The consumers
of Jammu city purchase detergent for monthly use which depends on gentle
washing of tough stains, quality, safety, fragrance, packaging & most of
advertisement of brand. The most of the consumers use Surf Excel, Aerial & Rin
for cleaning office ware which are very expensive but consumers believes in
detergent quality. The some consumers use spectra which is economy type of
detergent, soaps & good for cleaning regular clothes. The consumer which are not
satisfied with current detergent brand, switch current brand with another brand for
satisfaction. The all consumers behavior of purchasing detergent brand affected by
the various factors which are family’s choice, brand advertisement on Television,
Radio, Newspaper etc., various schemes like various discounts, offers, coupons
etc. & their self-need satisfaction. The detergent brand organization of Jammu city
need to analyze consumer buying behavior continuously to understand their
expectations & makes changes in organization marketing policies to retain &
attract more customers towards them.

62
LIMITATIONS OF THE STUDY
LIMITATIONS OF THE STUDY
During conducting this research I come across the following limitations: -
1. The research period was a short period to carryout study with almost
precautions.
2. Sometime the respondents are not available at their place.
3. Very often the responded do not express their true feelings, in such case
their habit, preference, practice cannot be assessed correctly.
4. Some of the respondents refuse to give the important information best
known to them.
However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.

63
BIBLIOGRAPHY
1. .
Websites
1. http://en.wikipedia.org/wiki/Consumer_behaviour
2. http://www.businessdictionary.com/definition/consumer-buying-
behavior.html
3. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
4. www.google.com
5. http://en.wikipedia.org/wiki/detergent_powder#p-search
ANNEXURE

64
QUESTIONNAIRES
1. Education
a. Illitaretae
b. School up to4
c. School upto 5-9
d. College but not graduate
e. Graduate
f. Pg professional
2. Monthly Income
a. Upto 5000
b. 5001-15000
c. 15001-25000
d. 25000 and above
3. Occupations:
a. Service
b. Profession
c. Business
d. Retired
e. Any other
4. Which detergents and soap uses
a. Surf excel
b. Arial
c. Rin
d. Tide
e. Spectra
f. Any other
5. How particular deteregent and soaps prefernce reason
a. Overall good product
b. Overall past good experience
c. Other good experince
d. Overall good quality in low price
e. Better distribution channel
6. When it use

65
a. Weekly
b. Monthly
c. Any other
7. Basic requirements for detergents while purchase it.
a. Cleanness
b. Fragrance
c. Harmfulness to clothes
d. Hamrfulness to hand
e. Cost
f. Packaging
g. Any other
8. Swirtching on product
a. Yes
b. No
9. Influence of advertisement and packaging
a. Cost
b. Fragances
c. Soft to hand as well as clothes
10.Awareness harmfulness of detergent on health
a. Yes
b. No
11.Preference of purchase as per available distribution channels
a. Departtmental store
b. Super Market
c. Convenient store
d. Kirana store
12.Reason for making preferred store
a. For discount
b. Variety
c. Service
d. Proximity
e. Ambience

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