1. CONSUMER BEHAVIOR ON AMWAY
PRODUCTS IN INDIA
BY:
T.KAMALA LAKSHMI
MBA 1ST YEAR

2. WHO IS A CONSUMER?
 A Consumer is a person or group of
people that are the final users of products
and or services generated within a social
system. A consumer may be a person or
group, such as a household. The concept
of a consumer may vary significantly by
context.

3. What is a consumer behavior?
 Consumer Behaviour is a branch which
deals with the various stages a consumer
goes through before purchasing products
or services for his end use.
 Why do you think an individual buys a
product ?
 Why do you think an individual does not
buy a product ?
 When do you think consumers purchase
products ?

4. What is an Amway?
•The word Amway is an abbreviation for American Way and
it was coined in 1959 by the company founder Jay Van Andel and
Richard Devos.
•For easy remembrance the name of the company was made short
it into Amway and it has been registered as a corporate name and
also as their trademark.
•Amway is a direct selling company that uses Network
Marketing to sell a variety of products.
•Mostly, the products are based on Health, Beauty and Home care
products.

6. Introduction :
 Amway India, a wholly owned subsidiary of Amway
Corporation, was established in August 1995 after approval by
India's Foreign Investment Promotion Board (FIPB). Amway
India commenced commercial operations on May 5, 1998 and is
now the largest Direct Selling FMCG Company. The Company is
headquartered at the National Capital Region of India - New
Delhi.
 Amway has invested in excess of US $ 35 million (Rs. 151
cr) in India of this; US $ 6 million (Rs. 26 cr) is in the form of
direct foreign investment. Amway India has 400 full time
employees and has generated indirect employment for 1,650
persons at all the contract manufacturer locations.

7. Contd..
 Amway India provides free and unlimited training to all its
distributors to help them grow their business. Amway India conducted
over 34,000 training sessions during in the past 12-months with an
attendance of over 1.5 million Amway Business Owners and
prospects.
 Amway India is a member of the Indian Direct Selling
Association (IDSA). The IDSA is an industry regulatory body, with
several reputed international and Indian Direct Selling companies as
members. A Mumbai-based consumer rights activist, Asha Kidnani, is
IDSA’s Ombudsman & Code Administrator. Amway India is also a
member of the Confederation of Indian Industries (CII) and
Federation of Indian Chambers of Commerce (FICCI).

8. objectives
 New products are often successful if they provide better
solutions to the consumers problems and needs.
 To optimize consumer convenience and value through
enhanced product differentiation.
 To study the Consumer’s Behavior towards the Amway
products

9. SCOPE
 The scope of the project is limited only to the Amway
Products (such as Soap and Shampoo).
 It would continue with the consumer’s behavior regarding
these products.

10. Research Methodology
 Research problems : To study the Consumer
Behavior on Amway Products.
 Data Source : Primary data and Secondary data
 Research Approach :Survey approach
 Research instrument : Questionnaire

11. ANALYSIS AND
INTERPRETATION

12. 1. Gender:
a. Female
Gender
b. Male female male
25%
75%

13. 2. Occupation
a. Student
b. Employee
Option
c. Business 60
d. None of them 50
40
30
percentage
20
10
0
student employee business none of
them

14. 3. Which brand comes to mind, when you think of
health along with beauty care products?
a. Amway
b. Lakme
OPTIONS
c. Yardley amway lakme yardley
13%
12%
75%

15. 4. Have you heard of Amway products?
a. Yes
Option
b. No 70
60
50
40
yes
30 no
20
10
0
yes no

16. 5. Did you use Amway Products?
a. Yes
b. No Options
80
70
60
50
40
percentage
30
20
10
0
yes no

17. 6. What things you want your soap to be included
with..?
a. Good Cleanser
b. Good Moisturizer
c. Good Deodorizer Opinion
60
d. All the above 50
40
30
20
percentage
10
0

18. 7. What do you use after washing your hair with
Shampoo?
a. Conditioner
b. Oil
c. None of them OPTIONS
conditioner oil none of them
16%
10%
74%

19. 8. Have you used Persona Soap?
a. Yes
Option
b. No 80
70
60
50
40
percentage
30
20
10
0
yes no

20. 9. Did you find any difference after using the Soap?
a. There is a change
b. No change
c. Not observed Opinion
change no change not observed
15%
18%
67%

21. 10. Have you used Satinique Shampoo?
a. Yes
b. No
Options
80
70
60
50
40
percentage
30
20
10
0
yes no

22. 11. How is the quality of the Persona Soap and
Satinique shampoo?
a. Good
b. Medium
c. Satisfactory
Opinion for soap Opinion for shampoo
good medium stisfactory good medium stisfactory
16%
30%
19%
54%
65%
16%

23. 12. What is the level of satisfaction towards the
purchase of Amway Products?
a. Good
b. Average
Opinion
c. Satisfactory good medium stisfactory
29%
10% 61%

24. 13. What is the reason for choosing the Amway Products?
a. Quality
b. Price
percentage
c. Others quality price others
25%
6%
69%

25. 14. Would you like to suggest others, to buy the
Amway Products?
a. Yes
b. No
Opinion
80
70
60
50
40
percentage
30
20
10
0
yes no

26. 15.What are the important factors that influenced
you to buy the Amway Products?
a. Personal choice
b. Friends
c. Advertisement
respondents
d. Internet 40
35
30
25
20
respondents
15
10
5
0
personal ch. friends advt. internet

27. Conclusion/suggestions
 The project was aimed to understand the Consumer Behavior
on Amway products in India.
 Launch of new advertisement campaign with the brand
ambassador.
 By making the price of the products to be reasonable , it can
attract many customers and also can retain its present
consumers also.

28. LIMITATIONS
•This project deals with only the Soap and Shampoo of the Amway
company.
I.e., Persona (Soap) Satinique (Shampoo)
•It is limited to only these products of Amway and specially in INDIA

29. BIBILIOGRAPHY
www.amway.com
www.amwayindia.com