This document is a research project report on consumer buying behavior for detergents in Karachi, Pakistan. It was written by a student, Nadeem A. Siddiqui, for a class project at Preston University. The report includes a literature review on the history of detergents, from their origins as soap to modern synthetic detergents. It also discusses major detergent brands available in Pakistan such as Surf Excel, Ariel, and others. The report then outlines the research objectives, questions, methodology, findings and conclusions of the project, which involved surveying 100 consumers in Karachi to understand their detergent preferences, buying behaviors and factors influencing their purchases. The key findings were that Surf Excel was

1. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
1
Preston University
North Nazimabad, Karachi, Pakistan
MBA Project
Submitted to:
Ms. Sabeen
Project Instructor
Prepared By:
Nadeeem Ahmed Siddiqui
(2452-412024)

2. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
2
CONSUMER BUYING BEHAVIOR
FOR DETERGENTS IN KARACHI
VS.

3. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
3
Contents
EXECUTIVE SUMMARY .................................................................................................6
LETTER OF TRANSMITTAL...........................................................................................7
LITERATURE REWIEW ...................................................................................................8
The History of Detergents................................................................................................8
KEY FINDINGS ...............................................................................................................12
PROBLEM STATEMENT................................................................................................13
RESEARCH OBJECTIVES..............................................................................................13
RESEARCH QUESTIONS ...............................................................................................14
INDEPENDENT VARIABLES........................................................................................15
DEPENDENT VARIABLES ............................................................................................15
METHODOLOGY ............................................................................................................15
RESEARCH DESIGN.......................................................................................................15
Data sources.......................................................................................................................15
Secondary Sources..........................................................................................................16
Research Strategy ..............................................................................................................16
SAMPLE SIZE..................................................................................................................16
Research Instruments.........................................................................................................16
Respondent Profile ............................................................................................................17
Age....................................................................................................................................17
Gender .............................................................................................................................17
Location ...........................................................................................................................17

4. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
4
QUESTIONNAIRE...........................................................................................................18
Quantitative .......................................................................................................................23
Sampling............................................................................................................................23
Sampling Procedure...........................................................................................................23
Questionnaire Design ........................................................................................................24
Secondary Sources..........................................................................................................24
Limitations.........................................................................................................................24
Lack of Experience .........................................................................................................24
Lack of Resource ............................................................................................................24
Lack of Extensive Research...........................................................................................24
DETAILED FINDINGS....................................................................................................25
Secondary Data:..............................................................................................................25
FUTURE............................................................................................................................27
STATISTICAL ANALYSIS .............................................................................................29
HYPOTHESIS...................................................................................................................44
CONCLUSION .................................................................................................................46
RECOMMENDATION.....................................................................................................47
APPENDIX .......................................................................................................................48
ARTICLES ........................................................................................................................49

5. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
5
ACKNOWLEDGMENT
Firstly, I would like to thank All mighty ALLAH (SWT) for giving me the energy and
knowledge of putting this report together. Secondly I would like to thank my supervisor Teacher
Ms. Sabeen for being there and helping me throughout in combining and overlooking this report.
I would also like to thank our family members (specially my niece Nabiha Saif) and close friends
for providing me with the much needed moral support.

6. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
6
EXECUTIVE SUMMARY
This report contains research on consumer research regarding the use of detergents in
Karachi.
The main purpose of this report is to find out the market share of different detergents prevailing
in the market, use of detergents in the various market segments, as well as the impact of
marketing mix i.e. four P’s (Price, Place, Promotion and Product) on the purchase of detergents,
and the reasons behind preferring a particular formula or brand.
The data of this research was collected through surveys conducted on the sample of 100 people,
who uses any kind of formula to wash their clothes. From our survey we concluded that majority
of the respondent uses detergent to wash their clothes and, the consumers rank Surf Excel among
the top most preferred detergent. While selecting a detergent most of the consumers’ rate washing
capacity or performance (product) attribute as the preferred criteria. And according to our survey
people do get influence to buy any detergent for its price as well.
As for the survey regarding the usage of detergents, we conclude that Surf Excel is being used by
majority of customers to wash their clothes. Secondly product and price is the most influential
category to pursue customers to buy a detergent. Thirdly that most of the market segments uses
washing powder to wash their clothes in comparison with washing bars.

7. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
7
LETTER OF TRANSMITTAL
Ms. Sabeen,
Project Instructor
Final MBA Project
Subject: Consumer research regarding detergents and consumer buying behavior relative to the
marketing mix (Price, Place, Promotion and Product).
Respected Madam:
Our report is based on “Consumer research Detergents and consumer buying behavior” with a
few detailed objectives, mentioned in the proposal.
In this project report we tried to identify the detergent preferred by most households and
consumer’s behavior towards buying different detergents. Our interviews and survey did give us
some firsthand knowledge about the latest usage and preferences.
We believe that the questionnaires returned are representative of consumers’ involvement in the
study.
We are grateful for your cooperation in this important study. Your review over the report would
be useful in providing us with the feedback. It was a great learning experience and we are
thankful for your overall support.
Sincerely,
Nadeem Ahmed Siddiqui
(2452-412024)
Preston University, Karachi Pakistan

8. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
8
LITERATURE REWIEW
The History of Detergents
Detergents were developed due to the problems that occurred when organic soap was used in
areas of hard water. Hard water contains the ions of Calcium and Magnesium in high amounts
and these are substituted onto the soap molecule in place of sodium. The salts of Calcium and
Magnesium are insoluble and form a precipitate; this is what leaves a 'ring' around the bath.
Other problems were encountered in the textile industry where acid solutions are used in the
dying process. The free H+
ions replace the sodium ion reforming the fatty acid which affects the
application of dyes and leaves spots on fabrics.
The first synthetic detergents were developed following the First World War by the Germans so
that fat could be used for other purposes. The first synthetic detergents were Short-chain Alkyl
Naphthalene Sulphonates which were later discovered to be only moderately good detergents
and so were improved, but are still used today as wetting agents.
In the 1920's and 30's Straight chain alcohols were sulphonated to give straight chain detergents.
In the 30's long chain alkyl and aryl sulphonates with benzene as the aromatic nucleus were
developed. (The alkyl portion was derived from kerosene) By the end of World War 2 alkyl aryl
sulphonates swamped the detergent market over alcohol sulphates which later became useful in
the shampoo industry. It was a popular complaint at this time that whites dulled after washing,
they weren't as white as white should be and this was linked to the use of synthetic detergents.
Even though they were just as good as soaps at removing dirt, they were poor at holding it in
suspension and the particles redeposited onto the clothing. The problem was overcome by the
addition of CMC (car boxy methyl cellulose).
More recently the limiting factor that affected the production of specific detergents was
availability of raw materials. This lead to the development of Igepon compounds in Germany
and the USA (for example Igepon-T, the sodium salt of oleyl tauride), Mersolates in Germany
(alkane sulphates), and Teepol in England (a secondary Olefine Sulphate from petrochemical
sources). Alkyl Benzene Sulphonate was top of the market due to its ease of manufacture and
versatility.
Between 1950 and 1965 more than half of the detergents were based on a propylene tetramer
coupled to benzene (PT benzene), but they were later blamed for a rise in eutrophication in lakes
and streams because they contained phosphates (from Sodium triphosphate). This problem has
not been fully resolved in some cases, in some countries there has been a 'gentlemen’s

9. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
9
agreement' to reduce the use of phosphates but in countries where it is not a major problem no
such action has been taken. The problem was set down to the branched chain formation of PT
benzene which resulted in the inability of bacteria to degrade them. Straight-chain alcohols are
degradable, so steps were taken to produce a linear alkyl benzene molecule. To replace the
phosphate based portions; in Scandinavian countries they now use NTA (Nitrilo triacetic acid).
Laundry detergent, or washing powder, is a substance which is a type of detergent that is
added when one is washing laundry to help get the laundry cleaner. With a new emphasis on
green, eco-friendly products, these soap nuts are becoming popular worldwide as a laundry
detergent & all purpose cleaner. Laundry detergent has traditionally been a powdered or granular
solid, but the use of liquid laundry detergents has gradually increased over the years, and the
popularity of liquid detergent now rivals that of solid detergent. Some brands also manufacture
laundry soap in tablets and dissolvable packets, so as to eliminate the need to measure soap for
each load of laundry. In some countries where washing clothes by hand is more popular,
detergent bars are more popular. Recently, environmentally friendly detergents have enjoyed a
surge in popularity.
In 1916, Germany developed the first synthetic detergent. These detergents are non-soap
washing and cleaning products that are made chemically from a variety of materials.
Nowadays people are using laundry detergent, synthetic detergent, washing machines & dryers.
After 90s the concept of washing came into Pakistan people use to use khula powder, later on
branded detergents were also launched in Pakistan that includes Surf excel, Ariel, Express
power, Brite total & Bonus.

10. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
10
Unilever Pakistan limited manufactures and markets oral care,
personal care, surface and fabric care products The company's
fabric care products include detergents under the brands. Surf
excel, wheel etc.
Ariel is a marketing line of laundry detergent made by Procter
& Gamble. It is the flagship brand in Procter & Gamble's
United Kingdom, Mexico, Japan, Peru and Turkey portfolios.
Ariel first appeared on the UK market circa 1968 and was the
first detergent with stain-removing enzymes. It was a high-
sudsing powder designed for twin-tub and top-loading washing
machines. With the rise in popularity of automatic front-
loading washing machines, a suitable low-suds variant was
launched in the early 1970s. The mid-eighties saw the range
expanding to encompass liquid detergent and compact powder.
In 2003, Ariel brought out its quick wash action to its
detergents, to allow consumers to be able to do their laundry
on a quick wash cycle.

11. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
11
Ariel Kurta certified ‘World’s Largest’
by GUINNES
Karachi January 31st 2008: Procter & Gamble Pakistan presented
the Ariel World’s Largest Kurta, a Guinness World Record, at an
elaborate ceremony in Karachi. The Kurta measures a staggering
101 feet in length and is large enough to be worn by a 175-foot tall
person. Ariel World’s Largest Kurta is a unique symbol of national
unity. As a national dress, worn by men, male/female and children,
from Karachi to the Khyber, the Kurta captures the culture and
identity of Pakistan.
SURF EXCEL
It might sound strange for a leading laundry brand like Surf Excel to say that dirt is good, but
healthy activities involving dirt are essential to development. It's how kids learn express their
creativity and it bolsters their immune systems.
DIRT IS GOOD
Surf Excel is the oldest detergent brand to be present in Pakistan since
1960. We have always believed that dirt is a valuable way to enrich
our lives, both young and old. To ensure that everyone, anywhere in
the country, can share in this initiative, we're investing heavily in
developing a range that suits the pockets of all income groups. This
has included launching affordable skus that not only offer the top-
clean advantages of Surf Excel, but also reduce the time, physical
effort and amount of water needed to wash clothes by hand.
KIDS ON BIKES
Kids on Bikes, the largest activation of its kind was run in the top 6 cities of the country with a
vision of bringing the positioning of Modern Parenting to the life for millions of Pakistani and to
clearly illustrate the link between getting dirty and kids learning and development.

12. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
12
KEY FINDINGS
o Almost all segments prevailing in the market prefers detergent as a medium to wash
their clothes.
o The brands such as Surf Excel and Ariel are the most famous brands among all the
segments of the market, i.e. majority uses Surf Excel and Ariel to wash their clothes.
o Surf Excel has the highest market share among all the brands prevailing in the market,
50% of consumers prefer to wash their clothes with Surf excel and the second place is
taken by Ariel with 30% respondents.
o The product category is the most preferred selection criteria for consumers to wash
their clothes, their detergent should be tough on stain, washing capacity and should
have good aroma as well.
o Price stands the second most preferred criteria that influence any consumer to
purchase a detergent.

13. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
13
PROBLEM STATEMENT
Do the women living in different residential areas of Karachi prefer Unilever brand of detergent
(surf excel) over P&G brand of detergent (Ariel). How do they respond to this brand (their
buying behavior).
RESEARCH OBJECTIVES
The main purpose of this report is to find out the market share of different detergents prevailing in the
market, use of detergents in the various market segments, as well as the impact of marketing mix i.e. four
P’s (Price, Place, Promotion and Product) on the purchase of detergents, and the reasons behind
preferring a particular formula or brand.
• TO DETERMINE THE CONSUMER BUYING BEHAVIOR WITH RESPECT
TO BRANDS ARIEL AND SURF EXCEL
• TO DETERMINE THE FACTORS THAT INFLUENCES THE BEHAVIOUR
OF CONSUMERS WHILE MAKING A CHOICE REGARDING THE
DETERGENTS

14. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
14
RESEARCH QUESTIONS
1. WHAT IS THE MOST IMPORTANT PHYSICAL ASPECT OF PERSONALITY TO
YOU?
2. WHAT ARE THE FEATURES THAT YOU LOOK FOR IN IDEALLY CLEAN
CLOTHES?
3. WHICH MEDIUM DO YOU PREFER FOR CLEANING YOUR CLOTHES?
4. WHEN BUYING ITEMS YOU CHOSE ABOVE, WHAT ARE YOU LOOKING FOR?
5. DO YOU THINK ADVERTISEMENTS AND PROMOTION INFLUENCE PEOPLE’S
BUYING DECISIONS TO BUY A PRODUCT FOR THE 1ST
TIME?
6. WHAT INFLUENCES YOU TO BUY A PRODUCT AGAIN AND AGAIN?
7. WHICH WASHING POWDER BRANDS DO YOU KNOW ABOUT?
8. WOULD YOU USE A…
a. BRANDED PRODUCT (JUST BECAUSE IT IS A BRAND EVEN AT HIGH
PRICE)
OR
b. A PRODUCT WHICH BEST SUITS YOUR NEED AT AN AFFORDABLE
PRICE
9. WHICH FEATURES/ATTRIBUTES YOU SEEK IN A WASHING POWDER FOR
CLOTH CARE?
10. WHAT IS YOUR OPINION ABOUT THE FEATURES OF THE CURRENT BRAND
YOU USE?
11. YOU BUY THE CURRENT BRAND FOR USAGE DUE TO…
12. WHICH BRAND YOU BUY IN DETERGENTS AND WHY?

15. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
15
INDEPENDENT VARIABLES
Following are the independent variables:
 Price
 Availability
 Advertising
 Quality
 Packaging
 Distribution
 Income
DEPENDENT VARIABLES
 Increased purchase
 Repeat purchase
 Increased market share
METHODOLOGY
I have tried to achieve my targets following a step by step procedure. In the first step I have
collected the basic information about detergents offered by the companies like Unilever and
P&G which has lead me to analyze that what brands in terms of detergents are highly preferred
by the women living in different residential areas of Karachi. Women have been interviewed
through a focus group in order to know about their preferences regarding different brands of
detergents as well as their views regarding different aspects of brands like their usage,
packaging, fragrance etc. Secondly, I have got the questionnaires filled up by women’s in
different areas of Karachi. The data which I collected I have analyzed it with the help of
application of various statistical tools. Lastly, I have also carried out various hypothesis tests to
confirm my findings.
RESEARCH DESIGN
My research is a descriptive research and there are four different methods available to me out of
which I have selected to conduct a survey research. Basically selecting an appropriate research
method depends on research objectives, availability of resources, and urgency of the decision
and cost of obtaining the data.
Data sources
Following are the data sources that would help me to meet the information needs I require to
complete our research:

16. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
16
Primary sources
Acquiring data to meet the information needs will involve the interrogation of consumers. The
purpose is to explore consumer attitudes concerning the information need areas such as
availability, price, packaging and advertising etc. A set of questions would be asked in the
form of a questionnaire to inquire from consumers regarding a certain factor or a product or
according to a research requirement. One to one interviews were also conducted with sales
representatives of some known superstores of Karachi.
Following are the primary research methods I followed during my research study:
o Literature Survey
o Focus Group
o Questionnaire Survey
Secondary Sources
Information from all the previously published reports and articles related to the research has been
used.
Research Strategy
The study is based on a survey of 100 respondent women in various areas of Karachi, Pakistan.
We selected women from various areas as per convenience randomly. I approached women of
different areas as secondary respondents. I have carried this research for about two weeks to get
my questionnaires filled from women who are true representatives of the population to come up
with valid findings.
SAMPLE SIZE
Formula;
SAMPLE SIZE = (Z)2
* (STANDARD DEVIATION) 2
(STANDARD ERROR) 2
SAMPLE SIZE= (1.96) 2
* (1.50)2
(0.293)2
SAMPLE SIZE= 100 Respondents
Research Instruments
Questionnaires have been the appropriate tools for conducting the research.

17. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
17
Respondent Profile
Age
Age of the respondents is divided into following categories:
• 16 – 20 years
• 21 – 25 years
• 26 – 30 years
• 31 – 35 years
I have selected the above divisions so as to broadly include women with various profession
backgrounds.
Gender
I have decided to keep the women ratio as the following out of our 100 questionnaires.
• Females: 100%
Location
I have selected Karachi as the base of my research because it is one of Pakistan’s flourishing
cities, with a booming urban population.

18. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
18
QUESTIONNAIRE
GIVE YOUR PERSONALITY A BRANDED ‘FIERY FLARE’!
PURPOSE OF THE RESEARCH:
The main purpose of this report is to find out the market share of different detergents prevailing
in the market, use of detergents in the various market segments, as well as the impact of
marketing mix i.e. four P’s (Price, Place, Promotion and Product) on the purchase of detergents,
and the reasons behind preferring a particular formula or brand.
TO DETERMINE THE CONSUMER BUYING BEHAVIOR WITH RESPECT TO BRANDS
ARIEL VS. SURF EXCEL
TO DETERMINE THE FACTORS THAT INFLUENCES THE BEHAVIOUR OF
CONSUMERS WHILE MAKING A CHOICE REGARDING THE DETERGENTS
INTRODUCTION
I am a student of Preston University, Karachi and doing a research on “Peer Pressure”. I would
like to invite you to join this study.
BACKGROUND INFORMATION:
Peer pressure affects vast array of people from their childhood. Children and teenagers feel
social pressure to conform to the group of peers with whom they socialize. This peer pressure
can influence how children dress, what kind of music they listen to, and what types of behavior
they engage in, including risky behaviors such as using drugs, cigarettes, and alcohol.
PURPOSE OF THIS STUDY:
Purpose of this study is to know the vital changes in behavior and problems caused by the peer
pressure. Also to search for the positive aspects of the peer pressure, and how a person use these
techniques to get the benefits from them.
POSSIBLE RISKS OR BENEFITS:
There is no risk involved except your valuable time. There is no direct benefit to you also.
However, the result of the study may help me to formulate guidelines for the people who are
suffering from peer pressure.
RIGHT OF REFUSAL TO PARTICIPATE AND WITHDRAWAL:
You are free to choose to participate in the study. You may refuse to participate without any loss
of benefit which you are otherwise entitled to. You may also withdraw any time from the study
without any adverse effect. You may also refuse to answer some or all the questions if you do
not feel comfort with those questions.

19. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
19
CONFIDENTIALITY:
The information provided by you will remain confidential. Nobody except principal investigator
will have an access to it. Your name and identity will not be disclosed at any time.
AUTHORIZATION:
I have read and understand this consent form, and I volunteer to participate in this research
study.
PARTICIPANT‘S SIGNATURE INVESTIGATOR SIGNATURE
YOU’RE AGE GROUP:
16 – 20 21 – 25 26 – 30 31 – 35
YOUR RESIDENTIAL AREA
1 GULSHAN–E–IQBAL / GULISTAN–E–JOHAR.
2 NORTH NAZIMABAD / F. B. AREA.
3 P.E.C.H.S / TARIQ ROAD.
4 DEFENCE / CLIFTON / KDA SCHEME I.
5 OTHER.
WHAT IS YOUR/ FAMILY’S MONTHLY INCOME?
1 20000 – 40000
2 41000 - 70000
3 70000 AND ABOVE
1. WHAT IS THE MOST IMPORTANT PHYSICAL ASPECT OF PERSONALITY TO
YOU?
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
2. WHICH DO YOU THINK IS THE MOST IMPORTANT FOR YOUR
PERSONALITY?(TICK ONE)
¨ HAIR ¨ CLOTHES ¨ ANY OTHER

20. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
20
3. WHAT ARE THE FEATURES THAT YOU LOOK FOR IN IDEAL HAIR? (RANK 1-
7 IN ORDER OF PREFERENCE)
¨ __SHINE
¨ __LENGTH
¨ __VOLUME
¨ __SILKINESS
¨ __TEXTURE
¨ __DANDRUFF FREE
¨ __NO FALL
4. WHAT ARE THE FEATURES THAT YOU LOOK FOR IN IDEALLY CLEAN
CLOTHES? (RANK 1-7 IN ORDER OF PREFERENCE)
¨ __NO VISIBLE STAINS
¨ __CLEAN
¨ __BRIGHTNESS
¨ __BRISKNESS
¨ __COLOR PRESERVATION
¨ __FRAGRANCE
5. YOU WASH YOUR CLOTHES BY:
• HANDS • WASHING MACHINE • OTHER (SPECIFY):_________________
6. WHICH MEDIUM DO YOU PREFER FOR CLEANING YOUR CLOTHES?
(PICK ONE)
¨ SOAP BARS
¨ LIQUID SOAPS
¨ DETERGENTS (WASHING POWDER)
¨ NOODLE SOAPS
¨ OTHERS
7. WHEN BUYING ITEMS YOU CHOSE ABOVE, WHAT ARE YOU LOOKING FOR?
(TICK 1)
¨ STYLE/DESIGN
¨ QUALITY
¨ LABEL/BRANDS
¨ NECESSITY/UTILITY
¨ OTHER REASONS

21. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
21
8. DO YOU THINK ADVERTISEMENTS AND PROMOTION INFLUENCE PEOPLE’S
BUYING DECISIONS TO BUY A PRODUCT FOR THE 1ST
TIME?
¨ YES
¨ NO
¨ I DON’T KNOW
9. WHAT INFLUENCES YOU TO BUY A PRODUCT AGAIN AND AGAIN (RATE OUT
OF 1 TO 10)
• FEATURES / ATTRIBUTES___/10
• ADVERTISEMENTS___/10
• COMPANY NAME___/10
• PACKAGING___/10
• CELEBRITY ENDORSEMENT___/10
• FRIENDS___/10
• FAMILY___/10
• INCOME___/10
• OTHERS (SPECIFY): ________________
11. WHICH WASHING POWDER BRANDS DO YOU KNOW ABOUT??
• AERIAL • SURF EXCEL • NONE
12. WOULD YOU USE A…
¨ BRANDED PRODUCT (JUST BECAUSE IT IS A BRAND EVEN AT HIGH
PRICE)
OR
¨ A PRODUCT WHICH BEST SUITS YOUR NEED AT AN AFFORDABLE PRICE
13. WHICH FEATURES/ATTRIBUTES YOU SEEK IN A WASHING POWDER FOR
CLOTH CARE? (RANK FROM 1 TO 8 IN ORDER OF PREFERENCE)
¨ ___HARD STAIN REMOVING ABILITY
¨ ___SHINE/BRIGHTNESS ENHANCEMENT
¨ ___COLOR PRESERVATION ABILITY
¨ ___TEXTURE PRESERVATION ABILITY
¨ ___FRAGRANCE
¨ ___FOAM
¨ ___NOT HARMFUL FOR CLOTHES AND HANDS
¨ ___AFFORDABLE PRICE

22. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
22
14. WHAT IS YOUR OPINION ABOUT THE FEATURES OF THE CURRENT BRAND
YOU USE?
• STRONGLY DISSATISFIED
• DISSATISFIED
• NEUTRAL
• SATISFIED
• STRONGLY SATISFIED
15. YOU BUY THE CURRENT BRAND FOR USAGE DUE TO…
¨ LOW PRICE
¨ FEATURES/ATTRIBUTES
¨ OTHER REASONS (SPECIFY): __________________________
16. WHICH BRAND YOU BUY AND WHY?
____SURF EXCEL
¨ HARD STAIN REMOVING ABILITY
¨ SHINE/BRIGHTNESS ENHANCEMENT
¨ COLOR PRESERVATION ABILITY
¨ TEXTURE PRESERVATION ABILITY
¨ FRAGRANCE
¨ FOAM
¨ NOT HARMFUL FOR CLOTHES AND HANDS
¨ AFFORDABLE PRICE
____ARIEL
¨ HARD STAIN REMOVING ABILITY
¨ SHINE/BRIGHTNESS ENHANCEMENT
¨ COLOR PRESERVATION ABILITY
¨ TEXTURE PRESERVATION ABILITY
¨ FRAGRANCE
¨ FOAM
¨ NOT HARMFUL FOR CLOTHES AND HANDS
¨ AFFORDABLE PRICE

23. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
23
Quantitative
The quantitative part of my research method included using a questionnaire survey. This survey
was self-administered. My sample population consisted of people who were fluent in English
and Urdu thus there was no problem with them filling the questionnaire. Also to increase the
validity of the questionnaire I took participants from various areas of Karachi, so as to bring
more diversity in the sample.
Sampling
TARGET POPULATION
Females who are housewives, and has a household income of more than 2000 rupees.
EXTENT: Karachi city.
AREAS:
• Gulshan-e-Iqbal
• North Nazimabad
• Federal B Area
• Defence
• Clifton
• Others
SAMPLE SIZE: The sample size for the research project was 100 respondents.
Sampling Procedure
The sampling procedure proposed for this research study is convenience sampling. A
convenience sample is a sample where the respondents are selected, in part or in whole, at
the convenience of the researcher.
The reason for selecting this method of sampling was because I assumed that the people who
will eventually fill the questionnaires would be using some kind of a washing formula to wash
their clothes. Hence, the sample here obtained will be a representative of the population of users
using washing powders or other washing formula. Particularly targets were housewives.

24. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
24
Questionnaire Design
Questionnaire was designed on the basis of achieving my objective, as I wanted to find out about
the various market segments that use detergent as a medium to wash their clothes. I also intended
to know about the market share of different brands prevailing in the market, and the effect of
4P’s (price, product, packaging and place) in the consumer’s mind
 The basic approach to the preparation of the questionnaire was to ask questions that
would make me achieve my target, my questionnaire contained questions that had close
ended responses.
 My questionnaire contained Nominal scale, Rating Scale and Rank Order Scale
questions.
Secondary Sources
Articles and related websites enabled us to gather:
• Total detergent powder growth in Pakistan
• Major companies share in organized sector
• Future Growth of detergent Industry
• Detergent washing habits in developing countries
Limitations
I encountered the following hindrances while conducting this research:
Lack of Experience
Since this was the first time that I was conducting a research, the lack of experience may have
contributed to any shortcomings in the report.
Lack of Resource
As a result of limited resources available to me, the amount of secondary data collected was
restricted to just a couple of pages.
Lack of Extensive Research
The research is constrained to only as much as could be done by me in the given time to
complete my report.

25. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
25
DETAILED FINDINGS
Secondary Data:
DETERGENT INDUSTRY IN PAKISTAN
Total world consumption of detergent product is difficult to estimate within an acceptable
accuracy range due to the lack of proper information from many countries. However, a
reasonable estimate will be around 10 million tons of detergent powder & around 4 million tons
of other detergent of a product worldwide annually.
In Pakistan detergent were introduced in the sixties. Pakistan being mainly a laundry soap
markets, detergent was considered a product from top end of the markets & high duties were
charged n both raw material & finished product. This made detergents expensive & a result the
consumption remained low. The real increase in the use of detergents came in last five years.
The two main reasons for this growth are:
(a) Import duties on raw material were rationalized & reduced to same extent, the manufacturers
passed on the benefits to the consumer & the detergent became more common & the detergent
became more affordable in the markets.
(b) The use of washing machines became more common & the consumer was looking for a
product which was convenient to use & also protected the machine & detergent powder the
consumer requirements.
Year 2014 2015 2016 2017 2018 2019 2020
Detergent
Powder
110000 125000 144000 166000 188000 215000 256780
Bars,
liquid
sources
15320 16075 16880 17725 18590 19250 20500
Growth of the detergent powders in Pakistan to the last three years has been above 15%This
trend is expected to continue for other two to three years i.e. 2014 & thereafter the growth will
be around 10% annually for the next six years (2020), provided some of recommendation of the
industry are implemented

26. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
26
LOCAL PRODUCTION:
Main producers of detergent in the country are:
• Colgate Palmolive (Pakistan) Ltd.
• Unilever (Pakistan) Ltd.
• Procter & Gamble
These are importing detergent & marketing in Pakistan. This is possible due to decrease in
import duties.
DETERGENT POWDER SHARE
2013/2014
Share of organized sector 62%
Share of unorganized sector 38%
MAJOR COMPANIES SHARE IN ORGANIZED SECTOR
Colgate-Palmolive (Pakistan) ltd 47%
Uni lever (Pakistan) LTD 35%
Procter& gamble (Pakistan) LTD 16.8 %( imported)
Others 12%
INGREDIENTS & FUNCTIONS
Despite the wide variety of laundry products available today, all share the common attribute
which is "cleaning" either of fabrics, house wears, floors& others. The basic & fundamental
function of detergent, those related with the "cleaning process" are performed by number of
ingredients & are related with a well known series of physiochemical steps taking place during
the washing process.
Reduction of surface tension of water
Waiting
Soil removal
Soil suspension
Water hardness control & buffering affect
There are many other functions or attributes performed by other ingredients in the different
laundry products although they are not linked to the cleaning process itself but rather with other
aspects such as convenience. Some of the most significant secondary attributes are:
Corrosion inhibition
Whitening
Foam stability/ control
Viscosity improvements
Mildness perfume
Others

27. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
27
FUTURE
The consumer's demand for improved performance, convenience of use & value has driven
an unprecedented level of innovation in the detergent industry worldwide resulting in a new
household cleaning product. With the GOP decision to bring down duty levels on imports has
now given the Pakistani consumer choice in the marketeering future only those
manufacturers will survive who can complete in the market on quality as well as on the price.
To be successful the detergent industry will also have to be competitive & adopt new
technologies. Therefore it is very essential now more than the ever that the local
manufacturer & GOP work hand in hand to ensure the development of industry.
The present's per capita consumption of detergent in Pakistan is 0.77 kg p.a which is very
low as compared to the neighboring countries, India 2.7 kg p.a, China 2 kg p.a, Malaysia &
Philippines 3.7 kg p.a
The reason for this low consumption in the country is the price of the detergents, which is
still high. Looking at the present trends & the interest multinational companies are taking the
detergent market, the future of detergent industry in the country.
Consumption Forecasting
0
50000
100000
150000
200000
250000
300000
2014
2015
2016
2017
2018
2019
2020

28. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
28
DETERGENTS WASHING HABITS
COMPANIES SHARE IN ORGANIZED SECTOR
Developing Contries
Hand Wash
Washing Machine
Pakistan
Hand Wash
Washing Machine
35%
17%
47%
1%
Unilever (Pakistan)
Procter & Gamble (Pakistan)
Colgate Palmolive (Pakistan)
Others

29. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
29
STATISTICALANALYSIS
1. The gender mix of the respondents:
Gender of the respondent
Percent
Valid Male 25
Female 75
Total 99
Missing System 1
Total 100
ANALYSIS:
The female are more dominant in my survey as compare to male and they are about 75% of the
total respondents and only 25% are male.
25%
75%
Male
Female
Statistics
Gender of the respondent
Valid
Missing
99
1

30. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
30
2. The area wise distribution and age mix of the respondents:
Age
Age of the respondent
Percent
Valid 15-19 21
20-25 14
26-30 38
31-35 26
Total 99
Missing System 1
Total 100
ANALYSIS:
As it is very much evident from the above chart that the people with the age of between 26 and
30 are more dominant in my survey as these are mostly housewives. The people with the age of
more than 31 are also play active role in my survey.
21%
14%
39%
26%
15-­‐19
20-­‐25
26-­‐30
31-­‐35

31. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
31
B. AREA
Area of the respondent
Percent
Valid Gulshan-e-Iqbal / Gulistan-e-Jauhar 14
N. Nazimabad / F.B.Area 43
PECHS / Tariq Road 17
DHA / Clifton / KDA 26
Total 100
ANALYSIS:
The area, which I targeted more, was the F.B. Area, N. Nazimabad and Clifton area, which was
very much convenient for me.
14%
43%
17%
26%
Gulshan-­‐e-­‐Iqbal
/
Gulistan-­‐e-­‐Jauhar
N.
Nazimabad
/
F.B.Area
PECHS
/
Tariq
Road
DHA
/
Clifton
/
KDA

32. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
32
3. Income distribution of the respondents:
Income of the respondent
Percent
Valid 20,000 – 40,000 18
41,000 – 70,000 41
71,000 & Above 40
Missing System 1
Total 100
ANALYSIS:
I tried my level best to get the views of all the class of our society. But I got most of the response
from the middle and upper middle class of my society.
18%
41%
40%
1%
20,000
–
40,000
41,000
–
70,000
71,000
&
Above
System

33. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
33
4. the most important physical aspect of Personality.
Personality
Percent
Valid Hairs 41
Clothes 47
Any Other 11
Missing System 1
Total 100
ANALYSIS:
The respondents gave me the mix views regarding hair and clothes. Half of the people believe
that the hair is the most important part of the personality and half believe that cloth is important
part.
41%
47%
11%
1%
Hairs
Clothes
Any
Other
System

34. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
34
5. Preferred way for washing clothes.
Wash Cloths
Percent
Valid Hands 35
Washing Machine 45
Any Other 19
Missing System 1
Total 100
ANALYSIS:
Mostly the people preferred the washing machine rather than by washing it with their hands.
Around 50% of the respondents preferred washing machine than any other.
35%
45%
19%
1%
Hands
Washing
Machine
Any
Other
System

35. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
35
6. Preferred medium for washing clothes.
Cleaning Cloths
Percent
Valid Soap Bars 41
Liquid Soaps 5
Detergent 44
Noodle Soaps 6
Other 3
Missing System 1
Total 100
ANALYSIS:
We get the mix views in cleaning of the cloth half of the respondents preferred soap and other
half preferred detergents.
41%
5%
44%
6%
3%
1%
Soap
Bars
Liquid
Soaps
Detergent
Noodle
Soaps
Other
System

36. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
36
8. Features looked for when buying detergent:
Features in buying
Percent
Valid Style 35
Quality 25
Label 15
Necessity 19
Other reason 5
Missing System 1
Total 100
ANALYSIS:
Mostly the people preferred style to quality and brand. They are more like to be in the fashion
rather than preferred any others.
35%
25%
15%
19%
5%
1%
Style
Quality
Label
Necessity
Other
reason
System

37. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
37
9. The impact of advertisements and promotions on purchase:
Ads and Promo Influence
Percent
Valid Yes 63
No 10
Don’t Know 26
Missing System 1
Total 100
ANALYSIS:
Advertisement plays vital role in the purchases of any product. It is the most important factor,
which may influence the purchasing decision of the people.
63%
10%
26%
1%
Yes
No
Don’t
Know
System

38. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
38
10. The products consumers are aware off:
DETERGENTS
Which washing powder brand do you know about?
Percent
Valid Aerial 34
Surf Excel 55
None 10
Missing System 1
Total 100
ANALYSIS:
Surf excel has got more preferences of detergents over the others. Mostly each and every one
uses it.
34%
55%
10%
1%
Aerial
Surf
Excel
None
System

39. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
39
11. Prefer Branded products or the ones that best suit your
needs:
You’ll use a brand product or a product, which best suites your need?
Percent
Valid Branded Product 50
Product at affordable price 49
Missing System 1
Total 100
ANALYSIS:
Half of the people prefer the branded items and other half preferred the normal goods.
50%
49%
1%
Branded
Product
Product
at
affordable
price
System

40. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
40
12. Opinion regarding the current product use:
Opinion about features of brand you use
Percent
Valid Strongly Dissatisfied 10
Neutral 19
Satisfied 50
Strongly Satisfied 20
Missing System 1
Total 100
ANALYSIS:
About half of the respondents are satisfied with the products.
10%
19%
50%
20%
1%
Strongly
Dissatisbied
Neutral
Satisbied
Strongly
Satisbied
System

41. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
41
13. You buy the current Brand/Product due to ….. ?
You buy the current brand due to usage due to
Percent
Valid Low Price 35
Features 49
Others 15
Missing System 1
Total 100
ANALYSIS:
The people like the features of the products which they are using.
35%
49%
15%
1%
Low
Price
Features
Others
System

42. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
42
14. Which brand do you use and why?
A. IF SURF EXCEL
Which brand do you buy and why? If Surf Excel
Percent
Valid Hard stain removing
ability
39
Texture Preservation 29
Foam 11
Affordable Price 20
Missing System 1
Total 100
ANALYSIS:
The people preferred the surf excel because of the ability of the hard stain removing.
39%
29%
11%
20%
1%
Hard
stain
removing
ability
Texture
Preservation
Foam
Affordable
Price
System

43. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
43
B. IF ARIEL
Which brand do you buy and why? If Ariel
Percent
Valid Shine 33
Foam 35
8.00 31
Missing System 1
Total 100
ANALYSIS:
The customer also preferred the shiny feature of the product and as well as the foam.
33%
35%
31%
1%
Shine
Foam
8
System

44. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
44
HYPOTHESIS
Assumptions according to the Central Limit Theorem (CLT)
 Large sample size (x >30).
 Population is assumed to be normally distributed.
 Sample mean is equal to the Population mean.
 Sample standard deviation is equal to population standard deviation/ sample size
H o: 60% respondents prefer washing capacity as a selection criterion while purchasing any
detergent.
H a: 60% respondents do not prefer washing capacity as a selection criterion while purchasing
any detergent.
Level of significance: 95%
1 - α = 0.95
α = 0.5
α/2 = 0.025
Critical values ± 1.96
Decision criteria: If the value of z-statistics lies between 1.96 and -1.96, accept the Ho,
otherwise reject the Ho.
N Mean Std. Deviation
Selection Criteria 604 3.49 1.562
Valid N (list wise) 604
Data taken from Q.8
Z = (x- µ)
σ/√n
Z = (0.6 – 3.49)
1.562/ √604
Z= -2.89
------- =-2.89/.0635 =-45.51 (Reject Ho)
1.562/24.57
We can be 95% confident that 60% of the respondents do not prefer washing capacity as a
selection criterion while purchasing any detergent.

45. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
45
Assumptions according to the Central Limit Theorem (CLT)
 Large sample size (x >30).
 Population is assumed to be normally distributed.
 Sample mean is equal to the Population mean.
 Sample standard deviation is equal to population standard deviation/ sample size
H o: 50% respondents prefer local detergent over imported ones
H a: 50% respondents do not prefer local detergent over imported ones
Level of significance: 95%
1 - α = 0.95
α = 0.5
α/2 = 0.025
Critical values ± 1.96
Decision criteria: If the value of z-statistics lies between 1.96 and -1.96, accept the Ho,
otherwise reject the Ho.
DATA TAKEN FROM Q.4
Descriptive Statistics
N Mean Std. Deviation
Detergent Prefer 604 1.80 .399
Valid N (listwise) 604
Z = (x- µ)
σ/√n
Z = (0.5 – 1.80)
.399/ √604
Z= - 81.25 (Reject Ho)
We can be 95% confident that 50% of the respondents do not prefer local detergent over
imported ones.

46. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
46
CONCLUSION
The usage of a washing formula to wash clothes and hair is universal, and everyone, regardless
of their economic condition uses one formula or the other to wash their clothes and hair. The
entire world population, in this manner, can be considered as the consumers of washing formulas
for clothes and hair.
Pakistan is a country which has observed good growth in its per-capita income over the past few
years. However, when we consider the overall Pakistani population, there is improper
distribution of resources, which has lead to rich becoming richer and poor becoming poorer.
Hyper inflation that has hit the globe has lead to various macro economic factors that have
affected the poor more than the rich, especially in a country with improper distribution of
resources like Pakistan. Pakistani consumers are extremely price sensitive. The lower income
group of the Pakistani consumers is forced to either buy khula powder or use soaps to wash their
clothes. The rich even are not safe from the adverse effects of this global inflation. Due to this
price sensitivity, the consumers are often found to change the brands they use and the SKUs that
they prefer. Moreover, promotions in the form of discount offers, gifts and accessories influence
31 % of the Pakistani consumers.
The most preferred way of washing clothes according to the respondents of our study turned out
to be washing powders and shampoos for hair. Only a few high income group customers use
noodles and shampoos for washing clothes or soaps for hair.
The two brands from the world’s two leading multinationals Surf Excel (Unilever) and Ariel
(Procter & Gamble) are the most preferred brands that consumers use to wash their clothes. They
both capture 50 % and 30 % of the Pakistan market respectively.
People in Pakistan are highly influenced by a washing formula’s cleaning capacity and its aroma.
These are the two most highly rated attributes which influences a consumer to buy a specific
formula or brand. The performance of a detergent i.e. their ability to remove stains and be tough
on dirt is by far the first preference of consumers and they rate it very high.

47. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
47
RECOMMENDATION
• The washing powder industry is very competitive, and the position held by Surf Excel
and Ariel is extremely strong. So other brands in the market, apart from flanker brands of
Unilever and P&G, shall focus more on rural areas of the country where there are
prominent chances of penetration and growth.
• Consumers have strong Brand preferences therefore constant promotion and persuasive
advertisements should continue.

48. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
48
APPENDIX

49. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
49
ARTICLES
SIMPLY THE BEST
Nothing beats Ariel detergent. Have used it for many, many, years, wouldn’t swap it for
anything. Have products for colors and whites, non-bio, bio. Covers all types of laundry. Kiss
pre-treating good-bye!!!! Originally from UK, now live in USA and have Ariel shipped over,
wouldn’t miss this for the world. I wish the manufacturer would make it more easily available in
the USA.
I can just put my laundry in and add Ariel and forget it. Out is comes clean as a whistle. Also the
neatest (size) of the packs makes it easy to store and carry and in my case, ship.
I hate to waste energy on high water temperatures, Ariel gets whites, white at 40C, not the
normal 75C that most Americans are used to washing clothes in. And what is all this bleaching
going on in the USA. Use Ariel and kiss Clorex good-bye. Works for me and works for the
environment.
Sources: www.mouthshut.com
Surf Excel New Campaign “DAAG TO ACHE HOTE HEIN”
An out-of-the-box clutter breaking campaign (without a product window) that clearly
communicates not only a bold message about stains being good but also educates the customer
on growing children. Would be likeable amongst children too as it clearly demonstrates the fact
that children love to behave as adults.
It reinforces the belief amongst the TG that with Surf Excel, you can do away with any kind of
stains.Also creates curiosity amongst marketers watching the ad for the first time regarding the
product being advertised as the pack shot appears in the end. Congratulations to the Lowe team
and the Brand Manager for this though would also like a clarification if this is a copied ad of
Persil from Unilever. If it is, it certainly puts a question mark on the creativity displayed here by
the local agency and denotes plagiarism at its best. Overall, a brilliantly executed ad without
using any professional models as it uses children to communicate.
Source: www.google.com , www.mouthshut.com

50. Project:
CONSUMER
BUYING
BEHAVIOR
FOR
DETERGENTS
IN
KARACHI
Nadeem
A.
Siddiqui
–
2452-­‐412024
Preston
University,
Karachi,
Pakistan
50