PROJECT REPORT ON

‘consumers' preference of detergent in Navi

Mumbai’

BACHELOR’S OF MANAGEMENT STUDIES

SEMESTER VI
BY
RAJ NANDGAYE
M.19.133
2021-22

SIES (NERUL) COLLEGE OF ARTS

SCIENCE AND COMMERCE
SRI CHANDRASEKARENDRA SARASWATI
VIDYAPURAM, PLOT I-C, SECTOR V,
NERUL, NAVI MUMBAI, MAHARASHTRA
400706
 CERTIFICATE

This is to certify that RAJ NANDGAYE (M.19.133) of Third Year

B.M.S., Semester VI (2021- 2022) has successfully completed the
project on “CONSUMERS’ PREFERENCE OF DETERGENT IN NAVI
MUMBAI “under the guidance of DR NEERA KUMAR.

PROF. ANANYA GON DR. KOEL ROYCHOUDHURY

HEAD OF DEPARTMENT PRINCIPAL

DR. NEERA KUMAR

Project Guide/ Internal Examiner External Examiner
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depthis
so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the UNIVERSITY OF MUMBAI for giving me the chance to
do this project.

I would like to thank my Principal DR. KOEL ROYCHOUDHURY for providing thenecessary
facilities required for completion of this project.

I take this opportunity to thank our coordinator PROF. ANANYA GON for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide DR.NEERA
KUMAR whose guidance and care made the project successful.

I would like to thank my college library, for having provided various reference booksand
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helpedme in
the completion of the project especially my parents and peers who supported me
throughout my project.
 DECLARATION

I Raj Nandgaye the student of T.Y.B.M.S. Semester VI (2021-

2022) hereby declares that I have completed the project on
“Consumers’ preference of detergent in Navi Mumbai”. The
information submitted is true and original to the best of my
knowledge.

______________________
(Signature of Student)
RAJ NANDGAYE
Seat No: M.19.133

SIES (NERUL) COLLEGE OF ARTS, SCIENCE AND COMMERCE,

NERUL, NAVI MUMBAI, 400706
 Index

SR.NO NAME OF THE TOPIC PAGE.NO

1. INTRODUCTION 5

2. RESEARCH METHODOLOGY 25

3. LITERATURE REVIEW 27

4. INTERPRETATION AND DATA ANALYSIS 36

5. CONCLUSION & FINDINGS 44

6. SUGGESTIONS 46

7. BIBLIOGRAPHY 48

8. ANNEXURE 50
INTRODUCTION

Detergents are frequently used and essential products in

our lives, thanks to their ability to remove dirt, thus
contributing to the reduction of the presence of germs and
to maintaining good personal hygiene. Soap, like all objects
of daily use, has taken on an almost taken-for-granted
connotation, yet its discovery and especially its use
represented a true revolution in the history of our
civilization. The widespread use of soap, along with
personal hygiene practice, has been more effective than
any antibiotic or anti-viral drug against the spread of severe
diseases, such as typhoid, cholera and dysentery.
Throughout the history of our civilization, the need for
efficient washing of skin and clothes pushed many
inventors and scientist to create many types of substances
that facilitated that need. Because modern detergents
found their footing only after the rise of technology and
chemistry of 20th century, our ancestors focused their
attention on production of various soaps.
Origin

The first archaeological proof of existence of soap was

found in ancient Babylon, over 4800 years ago. However,
the inscription found at the pots that were intended for
boiling of animal fat with ash did not provide references of
soap usage. Ancient Egypt provided many evidences of
soap's widespread usage - from exclusive baths, to
providing medicinal care for the skin and tool for more
efficient washing of clothes.
Biblical records from that time also talk about
personal hygiene and use of soap and oil products. Roman
Empire brought the use of soaps, oils and ash mixed gels
to the height of popularity. During that time both public and
nobility used cleaning product regularly, and many legends
surrounded soup (which was by legend first discovered
at Mount Sapo, where fat from sacrificed animals travelled
down and was collected into pools of soap). After the fall
of Roman Empire in 5th century AD, the tradition of washing
disappeared from Europe, which brought the 1000 years of
uncleanliness, poor hygiene and several waves of deadly
plagues (most notably Black Death in 14th century). After
17th century, public hygiene and cleanliness returned to
Europe which brought the need for creation of many new
cleaning products.

One of the first instances of industrially made cleaning

detergent happened during First World War, when Germany
economy was strained and left without easy access to
soap. In 1930s, commercially available routes for creating
fatty alcohols brought the rise of several detergent brands
intended for industrial use (German BASF, DEFT and
Procter and Gamble from United States with their famous
"Tide" brand). After the end of Second World War many
American war effort factories were converted for civilian
use, and one of the most widely available products was
tetra propylene, which was used in creation of home
detergents.
By 1950s, soap was almost completely displaced as a
means of cleaning clothes in developed countries. One of
the most popular detergents of that time were alkyl
benzenesulfonates, but its inability to be biodegradable
forced the manufactures to create Linear alkyl
benzenesulfonates, which were much more degradable.
Since then, industry of detergents started to grow
exponentially, introducing many new ways of washing and
reaching all four corners of the world.

Here are some of the most notable detergent

related inventions in the last 60 years:
1950s - Creation of automatic dishwasher powders, fabric
softeners
1960s - Prewash stain removers, enzyme pre-soaks
1970s - Multifunctional products (detergent +
softener), liquid soaps
1980s - Detergents with support for cold water washing,
concentrated washing powders
1990s - Aromatic gels, ultra-fabric softeners, super
concentrated powders and liquid detergents
2000s - Biodegradable and green friendly products, water
conservation washing machines, laundry detergent "all in
one" tablets

Types of Laundry Detergent

There are four main types of laundry detergent, and the main
difference is their physical form rather than their ingredients. Both
laundry detergent and laundry soap can be found in these forms.

1. Powder
Powder detergent is a popular choice as it’s one of the cheapest
options. It usually comes in a cardboard or tin box that is easily
recyclable, too.

Pros
• It’s one of the cheaper options.

• Recyclable containers.
• Great for stain removal.
• Brightens and whitens clothes.
• Many contain oxygen bleach which can’t be found in liquid.

Cons
• You have to measure it out yourself, and it can be messy.

• Some brands can leave behind a film residue.

• Some brands of powder detergent don’t dissolve fully in cool
cycles.
• If the box gets wet, it can break and leak.
• Pre-treating stains is a lengthier process.
2. Liquid

Liquid detergents are a hit with many households. They’re easy to

use, effective and they come in a huge range of options.

Pros
• Great for pre-treating stains prior to the washing cycle.

• Different options for colours, whites and darks.

• Easy to dissolve in the cycle.
• Works in all temperatures.
• Most are effective on greasy stains.
 • Easy to clean up spills and it’s okay if the carton gets wet.

Cons
• More expensive than powder.

• They usually come in plastic packaging.

• They don’t always come with handy measuring units. It can be
hard to know how much to use for small, medium or big loads.

3. Pods
Laundry pods are a convenient and easy form of laundry detergent.
If you’re new to laundry, or traveling, this is our top
recommendation.

Pros
• Convenient, pre-measured, pod form.

• Great for traveling, since you can just take the amount that
you need.
• Not messy.
• Many are multi-function including stain removal, odour
removal, colour brightener, and detergent.
• They’re more concentrated, so you’re not paying for a product
that’s mostly water.
• Long shelf-life.
• The coating is biodegradable.

Cons
• There is no pre-treatment option, so you can’t pre-treat a stain.

• They are the most expensive option.

• Hazardous; children and pets may mistake them for candy.
Always keep them out of reach from pets and children.
• You can’t adjust the portion for smaller loads. For bigger
loads, you need to use more pods.
4. Tablets

Laundry tablets are a less popular version of laundry pods. They

are very similar, but come in a slightly different form. Typically, they
come without a protective coating and don’t contain liquid or gel.
Instead, they are powder, like a dishwashing tablet.

Pros
• Pre-measured and convenient.

• Great for traveling, even just to the laundromat.

• They don’t create mess.
• Many options for sensitive skin.
 Cons
• There are fewer tablet options than pods.

• No pre-treatment option for stains.

• May be ineffective and fully soluble in cooler cycles.
• Can’t be broken up for smaller loads.

Other Types of Laundry Detergent

Powder, liquid, pods and tablets are only a few of your options.
There are many more choices to choose from.

These next types can come in different forms: pods, tablets,

powder and liquid. In contrast, however, they tend to have varying
functionalities.

5. Laundry Balls

Laundry balls, or laundry eggs, are a radical movement in the

laundry room. You can pop this laundry ball into the washing
machine and it will clean your clothes, toxin-free.

Plus, you can reuse these up to 210 times, depending on the

product you choose. It’s the most eco-friendly, zero-waste option
out there. Plus, they work so well. We’ve been using ours for
months and couldn’t be happier with the results.
Major applications of detergents
One of the largest applications of detergents is for household and
shop cleaning including dish washing and washing laundry. These
detergents are commonly available as powders or concentrated
solutions, and the formulations of these detergents are often
complex mixtures of a variety of chemicals aside from surfactants,
reflecting the diverse demands of the application and the highly
competitive consumer market. These detergents may contain the
following components:

• surfactants
• foam regulators
• builders
• bleach
• bleach activators
• enzymes
• dyes
• fragrances
• other additives

Fuel additives
Both carburettors and fuel injector components of internal
combustion engines benefit from detergents in the fuels to
prevent fouling. Concentrations are about 300 ppm. Typical
detergents are long-chain amines and amides such
as polyisobuteneamine and polyisobuteneamide/succinimide.

Biological reagent
Reagent grade detergents are employed for the isolation and
purification of integral membrane proteins found in biological
cells. Solubilization of cell membrane bilayers requires a detergent
that can enter the inner membrane monolayer. Advancements in
the purity and sophistication of detergents have facilitated
structural and biophysical characterization of important
membrane proteins such as ion channels also the disrupt
membrane by binding lipopolysaccharide, transporters, signalling
receptors, and photosystem II.

Consumer Choice

Customer choice in the grocery store has traditionally been

determined by loyalty to a single brand. This has also been true for
a wide variety of products – from breakfast cereals to toilet paper.
Times are changing, however, and despite the global detergent
market being predicted to grow by 4% annually over the next five
years, 90% of brands (in all product sectors) are seeing a decline in
their market share.

In a growing market, where consumers have traditionally been

fairly conservative in their choices, what can explain this shift in
buying patterns?

Grocery store customers are faced with a bewildering range of

detergent products which, on the surface, all seem to do similar
jobs. Consumers have traditionally demanded very little from their
products; they simply wanted safe and compliant products that
perform as advertised. In recent years, however, various
considerations have been added to this list, including country of
origin, peer influence, social media influencers, price point, brand
image, style statement, and packaging preference. In addition,
more customers are also demanding greener options, such as
refillable products.
Packaging preferences are also an important factor to consider.
Consumers do not necessarily want a standardized pack size, as
some may require smaller packages or bulk buys, depending on
their needs.

There is also complexity in the variety of formats for detergents –

powder, liquid, and single-dose – each with its advantages and
disadvantages. Liquid detergents are good at removing greasy and
oily stains but there is a greying effect because they do not contain
bleach. Powdered detergents, however, are cheaper and effective
on mud stains and ground-in dirt, but they can be problematic in
cold washes. Both liquid and powder suffer from possible
overdosing, which is not only financially inexpedient but could also
leave residue on clothes. Single-dose packs are generally more
expensive, and they lack the ability to match the amount of
detergent to the laundry load. With single-dose packs, there is also
a concern over poisoning, as they are traditionally more
concentrated and can be mistaken for candy by young children. A
survey taken in the US in September 2019 found that liquid
detergents are currently the most popular, with 63% of the market.

Performance Testing

Manufacturers can differentiate their products in the marketplace

by making claims relating to functionality, usability, durability, or
performance. For example, antistatic effects, the ability to remove
grease or limescale, stain removal, or product lifespan.
Manufacturers will gain maximum impact for their product if these
claims are independently verified.

In recent years, consumers have increasingly demanded greener

products. Performance testing is also the ideal way to combat the
outdated notion that green products are less effective. By
objectively measuring and evaluating products, comparisons can
be made between products to prove the effectiveness of green
alternatives in comparison to traditional products.

The data gained during performance testing can be used by

manufacturers to differentiate their products in the marketplace,
while also giving them the time to develop and fine-tune new and
existing products.

Consumer Panels

It is easier for manufacturers to ensure their products meet the

demands of consumers if they know what they want. Consumer
panels provide manufacturers with direct insights into a variety of
questions relating to detergents. These include buying habits, how
consumers rank a product in comparison to its competitors, and
reactions to organoleptic claims (touch, smell, etc.). The data
collected from these ‘naïve’ panels can also be cross-referenced
with the responses from expert panels of industry specialists.

Panels provide an unbiased insight into the ability of a product to

conform to consumer requirements. In combination with
performance testing, it affords manufacturers with a
comprehensive and independent assessment of their detergent
product.
 How detergents work

Artwork: Detergent molecules (orange) have water-loving

(hydrophilic) heads and water-hating (hydrophobic) tails, which
attach themselves to dirt.
The cleverest part of a washing machine isn't the drum or the drive
belt, the electric motor that spins it around or the electronic
circuit that controls the program: it's the detergent (soap powder
or liquid) you put in right at the start. Water alone can't clean
clothes because it won't attach to molecules of grease and dirt.
Detergent is different. The surfactants it contains are made of
molecules that have two different ends. One end is strongly
attracted to water; the other is attracted to oily substances like
grease.
Suppose you got some grease on your favourite jeans. No problem!
Throw them into the washing machine with some detergent and
this is what happens:

1. During the wash cycle, the surfactant (represented here by the

orange blob) mixes with water.
2. The grease-loving ends of the surfactant molecules start to
attach themselves to the dirt on your jeans (shown by the
brown blob on the leg). The tumbling motion beats your jeans
about and breaks the dirt and grease into smaller, easier-to-
remove pieces.
3. During the rinse cycle, water molecules (blue blob) moving
past attach themselves to the opposite, water-loving ends of
the surfactant molecules.
4. The water molecules pull the surfactant and dirt away from
the jeans. During the final spin, the dirty water flushes away,
leaving your jeans clean again!
This is why soap and water clean better than either one of these
things alone.

The Current Scenario of Detergent Powder

Industry in Navi Mumbai
Laundry detergent, or washing powder, is a type of detergent
(cleaning agent) that is added for cleaning laundry. In common
usage, "detergent" refers to mixtures of chemical compounds
including which are similar to soap but are less affected by "hard
water." In most household contexts, the term detergent refers to
laundry detergent vs. hand soap or other types of cleaning agents.
In Navi Mumbai, there are some famous brands of detergent
powders such as Surf Excel, Tide, Nirma, Wheel etc.

Surf Excel

one thing must be said about Surf Excel. It is the oldest brand of
detergent powder of the nation and it established the age-old
proverb, ‘Old is Gold’. Many big brands came to market. Some of
them retained their hold in the market and some perished. But Surf
Excel always maintained their product quality. They edged above
the competitors in terms of TV Ads.

Tide

The household chore of doing the laundry began to change with

the introduction of washing powders in the 1880s. These new
laundry products were pulverized soap. New cleaning-product
marketing successes, such as the 1890s introduction of the N. K.
Fairbank Company's Gold Dust Washing Powder (which used a
breakthrough hydrogenation process in its
formulation), and Hudson's heavily advertised
product, Rinso, proved that there was a ready market for
better cleaning agents.

The Tide trademark is an easily recognized, distinctive orange-and-

yellow bulls-eye. This original logo was designed by Donald
Deskey, an architect and famous industrial designer. The logo was
slightly modified for the product's fiftieth anniversary in 1996, and
remains in use today.
Tide was the first product to be nationally packaged using Day-
Glo colours—strikingly eye-catching when first introduced in 1959.

Nirma
In 1969, Dr. Karsanbhai Patel, a chemist at the Gujarat
Government's Department of Mining and Geology manufactured
phosphate-free synthetic detergent powder, and started selling it
locally. The new yellow powder was priced at ₹3.50 per kg, at a time
when HLL's Surf was priced at ₹13. Soon, there was a huge demand
for Nirma in Ruppur (Gujarat), Patel's hometown. He started
packing the formulation in a 10x10ft room in his house. Patel
named the powder as Nirma, after his daughter Nirupama. Patel
was able to sell about 15-20 packets a day on his way to the office
on bicycle, some 15 km away. By 1985, Nirma washing powder had
become one of the most popular, household detergents in many
parts of the country.
By 1999, Nirma was a major consumer brand, offering a range of
detergents, soaps and personal care products.

Wheel
A dominant market leader in the detergent segment, Wheel
Washing Powder is known for its great cleaning ability with
minimum effort. The new formulation of Wheel Washing Powder is
enhanced with the fragrance of thousand flowers as well as the
power of lemon, thus not only removing the tough dirt in your cloth,
but also leaving clothes smelling of a thousand flowers well after
washing. The convenience provided by Wheel Washing Powder has
relieved many housewives from the laborious laundry process of
the traditional Ball Soaps.

Rin
Rin Advanced Detergent Powder is a cleansing agent the latest
technology that ensures the removal of rigid stains and dirt
patches conveniently. Powered with the advanced 'Bright Clean
Technology', This Detergent Powder is set to give astounding
results with every wash using minimal quantity-1 scoop for bucket
wash and 2 scoops for machine wash. Equally effective on both
white and coloured clothes, it makes washing clothes an effortless
chore. Make your clothes whiter and brighter along with a long-
lasting fresh fragrance post every wash with this easily dissolving
formula by Rin. Rin is a renowned and trusted brand known for its
extraordinary cleansing capability along with easy operational
methods.

Ariel
Ariel removes tough stains in 1 wash, in whichever format that best
suits your needs. From washing powder to washing liquid, our
detergents will help you remove even the most stubborn stains,
while keeping your whites brilliant and your colours bright, load
after load. Ariel Matic products are especially great for heavily
stained clothes in fully-automatic washing machines, providing you
with a quick and effective clean. Ariel leads the way in laundry
detergent innovation. Thanks to near 50 years spent discovering
what the women of this world need, Ariel has developed the staples
of the laundry room throughout the ages.

Research Methodology

Objectives of the study

• To find the frequency of using detergent.
• To examine the reason for preference of detergent.
• To know the best brand of detergent in the opinion of buyers.
• To identify the preferred brand of liquid detergent.
• To study what influences the consumers decision to buy a
particular brand of detergent.

Area of study
This study only covers selected respondents of Navi Mumbai.
Sample Size
It is the total number of respondents targeted for collecting the
data in the research. A sample size of 100 has been taken for this
research.

Period of Study
This study was undertaken during the period of January 2022 to
March 2022.

This study will use the questionnaire survey method for collecting
data. The advantages of questionnaire survey method are
providing quick, inexpensive, efficient and accurate means of
assessing information about population. A questionnaire was
developed to obtain the responses from Navi Mumbai consumers
about their opinions on various research variables. The detail
contents of the questionnaire, including the statement of
questionnaire items and ranging or the scale were shown in
Appendix.

Sampling frame
As we all know that sampling frame refers to the source material
from where sample is being drawn. For my thesis I have chosen
those people as my sample who purchase the packaged detergent
powder and respondents will be drawn from the both residential
areas and our university.

Primary Data - The primary data will be collected through

questionnaire filled up by the students of our students as well as
some of the consumers from the residential areas.
 Secondary Data - Apart from primary data secondary data will be
collected from the literature review, internet, articles, information
provided by the detergent powder manufacturing companies etc

The survey will be conducted through the use of an online

questionnaire. The chosen strategy enables us to reflect the
perception and behaviour of customers purchasing detergent
across Navi Mumbai.

Statistical Tools used for Analysis of Data

Statistical tools used for analysis of data are as follows:

• Table: A list of facts or figures, usually arranged in rows and

columns down a page.

• Charts: A chart is a graphical representation for data

visualization, in which the data is represented by symbols,
such as bars in a bar chart, lines in a line chart, or slices in a
pie etc. A chart can represent tabular numeric data, functions
or some kinds of quality structure and provides different info.

• Graphs - a diagram in which a line or a curve shows the

relationship between two quantities, measurements, etc.

Limitations of the study:

➢ The main limitation of the study was time period.
➢ The study is restricted to selected respondents.
➢ The study is restricted across a limited demographic area.
➢ The study is conducted purely for academic purposes.
➢ As the study is on consumer perception, so it may differ according
to situations
➢ The study depends on the availability of the customers.
➢ The study depicts customer strength to a wider market network.
➢ The data are collected through questionnaires.
➢ It is based on the expressed opinion of the Sample respondents.
➢ The respondent’s response may have a bias, which may not give a
true picture about the chosen research topic.

Literature Review

Rita Kuvykaite (2009) has descriptive research. According to Rita

package attracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions about
product. Also, package imparts unique value to products
(Underwood, Klein & Burke, 2001; Silayoi & Speece, 2004), works as
a tool for differentiation, i.e., helps consumers to choose the
product from wide range of similar products, stimulates customers
buying behaviour (Wells, Farley & Armstrong, 2007). Thus, package
performs an important role in marketing communications and
could be treated as one of the most important factors influencing
consumer’s purchase of package, its elements and their impact on
consumer’s buying behaviour became a relevant issue. He is
basing on theoretical analysis of package elements and their
impact on consumer ‘s purchase decision empirically reveals the
elements having the ultimate effect on consumer choice. Research
methods that Rita has used are systematic and comparative
analysis of scientific literature; empirical research. There are six
variables that must be taken into consideration by producer and
designers when creating efficient package: form, size, colour,
graphics, Material and flavour. Similarly, Kotler (2003)
distinguishes six elements that according to him must be
evaluated when employing packaging decisions: size, form,
material, colour, text and brand. The research result of Rita shows
the impact of package elements on consumers purchase decisions
can be stronger. He has concluded that package could be treated
as one of most valuable tools in today’s marketing
communications, necessitating more detail analysis of its
elements and an impact of those elements on consumers buying
behaviour. The impact of package and its elements on consumer’s
purchase decision can be revealed by analysing an importance of
its separate elements for consumer’s choice. Bed Nath Sharma
Dec. 2008 studied “New Consumer Products Branding, Packaging
and labelling” in Nepal. This paper focuses on existing practice of
branding, packaging and labelling of new products in consumer
product manufacturing units. The study method was descriptive
presentation of facts collected through questionnaire survey
concerned with different section of consumer new products (soap,
biscuit, noodles, cigarettes, detergent powder) and the study
further investigates the new consumer product packaging and
labelling status in manufacturing units. They are aware about the
value of packaging and labelling. - 7 - Majority of the consumer
products 84.37% (27 out of 32 responses) are using product label
as a simple tag attached to the product or an elaborately designed
graphic that is part of the package. Alice Louw (2006) has studied
The Power of Packaging the people belonged to Age 20-30 years
old University graduates were taken for research.20 respondents
were asked to rank 5 water bottles in terms of their overall appeal.
Following this, they were given a questionnaire and asked to rate
each of the bottles on 20 statements related their packaging. For
the remaining 20 respondents, the order of the process was
switched: they rated the bottles first and then ranked them. The
statements ranged from functional attributes (e.g., easy to drink
from, right size) to more emotive, non-functional attributes (e.g., I
like the colours, high quality). For both groups there was a clear
winner and a clear loser in terms of the rankings. However,
although the top brand chosen was consistent in both groups, the
worst brand differed. This Packaging plays an important role in the
marketing context. His research results that right packaging can
help a brand carve a unique position in the marketplace and in the
minds on consumers. John Th. Gersen (2000) worked on “The
Ethical Consumer”. Moral Norms and Packaging Choice published
in Journal of Consumer Policy Kluwer Academic Publishers which
was printed in the Netherlands. The paper presents a study of a
case with these two characteristics and one of them was: Danish
consumers’ choice of environment-friendly packaging. With regard
to this case, the evidence supports the claim. A majority of Danish
consumers have developed personal norms about choosing
environment-friendly packaging and the personal norm is a
significant predictor of their (self-reported) propensity to choose
environmentfriendly packaging in the supermarket. Renaud
Lunardo (2007) has great research on the influence of label on
wine consumption and its effects on young consumers’ perception
of authenticity and purchasing behaviour The main objective of the
paper is to identify the effects of authenticity on purchase
behaviour. They used a repertory grid (RG) approach as a
methodological framework in order to know which pattern of
features is better at inducing purchase. All the relationships
between authenticity provided by the label of bottles and consumer
behaviour attributes (performance risk, perceived price and
purchase intentions) have all been tested by using linear
regressions. This study was intended to provide a more complete
understanding of the influence of the - 8 - authenticity perceive
from the label of bottled wine. As an attempt to extend the research
on the influence label of bottled wine can have on consumers’
decisions of buying, the current it is clear from these findings is the
major role played by labels. L Renaud 2007 worked on The
Influence of Eco-Labelling on Consumer Behaviour. The main
objective of this study was to assess the relative importance of the
labelling in Packaging compared to other product attributes (like
brand, price, etc.) for consumers’ buying decisions. The
methodological approach that they chose was discrete choice
analysis, which is particularly powerful for this kind of analysis.
Further this study attempts to analyse if the importance of the
labelling and packaging differs between product groups. They
surveyed a total of 302 customers; Two thirds of the interviews
were conducted in the German-speaking. The Variables chose
within this study are, present mood, time, buying purpose with
regard to sustainability marketing, Time. The most important result
of analysis is the significant willingness to pay for Packaging
energy efficient products. Adelina Broadbridge & Henry Morgan
(2007) have done a research o consumer buying behaviour and
perception toward retail and brand baby products. A two-stage
research methodology consisting of both qualitative and
quantitative research techniques was adopted. The population
was defined as ‘parents of children under the age of five who use
baby care products. Both the qualitative and quantitative research
showed that respondents adopted similar risk reduction strategies
in their purchase of baby care products. This research investigated
consumer perceptions and buying behaviour of baby care
products. The results of the primary research indicated that
consumers need to feel confident with the product in terms of
reliability and performance and packaging. Rita Kuvykaite, Aistė
Dovaliene, Laura Navickiene (2009) worked on impact of package
elements on consumer purchase decision economics &
management. Material are the most important visual elements for
purchasing both milk and detergent powder whereas, in this case
form, colour and graphic could be treated as unimportant elements
of package. When analysing importance of verbal elements, it
could be stated that product information for milk and detergent
powder and country-of-origin are the most important elements.
Furthermore, it’s worth to add, that producer and brand couldn’t be
underestimated too, because the importance of both of these
elements is treated by customers above the average. Comparing -
9 - the impact of visual and verbal elements of package on
consumer’s purchase decision it could be stated that verbal
elements are more important than visual ones, when purchasing
both milk and detergent powder. According to the research model
developed the impact of package’s elements on consumer’s
purchase decision depending on time pressure, consumer’s
involvement level and individual characteristics were analysed.
Ulrich R. Orth (2009) worked on Packaging Design as resource for
the construction of Brand Identity. A thorough review of the
literature on packaging design reveals that there are no meaningful
guidelines for developing holistic packaging design, Shapes,
Finishes, Sizes, Images, Typography, Colours, Impressions,
Purchase Intention, and Brand. This research was conducted by
collecting information and data in four stages. First, a review of the
branding literature determined a list of strategically relevant brand
impressions for wine. Second, appropriate wine packaging design
elements were identified and a sample of real and representative
designs was selected. Third, professionals in the design and
advertising industry rated wine packaging designs on the
previously identified design elements. This research aimed at
generating guidelines for managing strategic brand impressions,
namely brand identity created by the wine packaging design Kriti
Bardhan Gupta (2009) has study on Consumer Behaviour for Food
Products in India. Primary data was collected from 326
respondents in Uttar Pradesh and National Capital Region. The
relative importance of various food purchasing criteria was
estimated for four different food categories, food and vegetables;
milk and milk products; food grains and pulses; and processed
foods on 1-5 scale. The present study explored the consumer
behaviour for food products in India from different perspectives.
People accepted the fact that their food habits get affected with
the shifting to a new region but many basic buying and
consumption behaviour do not change. Some of the changes in
buying and consumption behaviour of relocated people, which
were observed after their settlement to a new region, were not
significantly different from the level of changes in behaviour of
non-moving people. However, compared to the last 10 years,
people have started preferring more healthy foods and are willing
to try out new dishes. They tend to learn cooking and eating new
food items after relocation without discontinuing their traditional
food items. There is also influence of children on the type of food
items that they eat. This paper has shown that impulse buying is
indeed a relevant factor in CE retailing, thus justifying the use of
sales packaging. However, optimization is still important. From an
economical and environmental perspective, it is very costly to
apply sales packaging (with additional material use and transport
volume) to products that do not need them, or to apply them in an
ineffective way. Economical costs and environmental impact can
be expressed in a single score, indicating the packs performance.
To allow proper management of the pack design the sales
performance should be expressed in as simple a way as possible,
preferably also a single score. As calculating the sales
performance is impossible a test will need to be used. The
pressure from time-to-market in the CE industry, demands that the
test be relatively simple. S Nuntasaree and Dr. E Barry (2008)
published a paper with subject of a model of male and consumer
behaviour in buying skin care products in Thailand. The conceptual
model of male consumer behaviour in buying skin care products
beliefs in product attributes: Quality, Price, Brand, Packaging,
Advertising, Promotion, Salesperson, and Distribution. This study
used a quantitative research method. A convenience sample with
a shopping mall-intercept technique was employed for the
sampling method. The closed-ended questionnaire developed
from standard questions of relevant literature was chosen as a
research instrument. The Statistical Package for the Social
Sciences program (SPSS) version 15.0 was used in this study with
a 0.05 level of significance for all of the statistical assessments.
The data set was screened and examined for incorrect data entry,
missing values, normality and outliers. Several studies have
investigated issues such as packages as a means of attracting the
attention of consumers (Underwood et al., 2001; Garber et al.,
2000; Goldberg et al, 1999; Schoormans & Robben, 1997). Other
studies researched packages as a means of communication as
well as a means of communicating brand and product meaning
(Underwood & Klein, 2002; Garber et al., 2000, Schoormans &
Robben, 1997; Gordonet al., 1994; Homer & Gauntt, 1992; Rigaux-
Bricmont, 1981; McDaniel & Baker, 1977). Packages are found to
attract attention (Underwood et al., 2001; Garber et al., 2000;
Goldberg et al., 1999; Schoormans & Robben, 1997). In fact,
Goldberg et al. (1999) found that by dismissing such non-verbal
signs as colours, the attention to verbal signs can be increased.
Pictures on packages are emphasized to attract attention,
particularly when consumers are not very familiar with the brands
(Underwood et al., 2001). Furthermore, packages are claimed to
attract attention when their appearances are not typical within a
product class (Garber et al., 2000; Schoormans & Robben 1997). In
other words, - 11 - past research has discovered that deviating
packages attract attention. Other studies show that deviating
package colours and shapes attract attention (Garber Etal., 2000;
Schoormans & Robben 1997). Underwood (2001), on the other
hand, found that pictures on packages attract attention particularly
in cases when consumers are less familiar with a brand. Studies
that have focused on other single signs than pictures on packages
have found that such single package signs as colours (Gordon et
al., 1994), brand names (Rigaux-Bricmont, 1981), and materials
(McDaniel & Baker, 1977) convey brand meaning. Pires Gon¸calves,
Ricardo (2008) worked on Product Characteristics and Quality.
When they choose among competing products consumers are
faced with quality and product performance uncertainty, hence,
they rely on cues as extrinsic attributes, for instance brand, price,
package and warranty, as signals of perceived quality. Little
research has been done on packages as extrinsic attributes used
by consumers as signs of perceived quality, thus this study is a
small contribution to that lack of scholarly research on packages.
Colours and shapes are important elements of marketing
strategies, and they are both essential features of packages,
especially in product labels. Labels are one of the most important
features of product packaging, and they are designed to
communicate a message. The model proposed in this study builds
on previous models of consumer quality perception and signals of
quality from product cues. In this research, colours and shapes
combinations in labels are considered as the extrinsic attributes
used as signals of quality by consumers. Liang Lu (2008) worked
on a paper: Packaging as a strategic tool University of Halmstad
School of Business and Engineering. Packaging is an important
part of the product that not only serves a functional purpose, but
also acts as a mean of communicative information of the products
and brand character. Packaging must be functional; it must protect
the products in good storage, in shipment and often in use.
Besides, it has also the function that can give customers the ease
of access and use on the purpose of convenience. After looking at
Kolter theory about packaging, we will turn to different theory
relating to packaging design and its important elements in order to
help us to solve the first research question. Judy Rex, Stuart Wai
and Antonio Lobo (2003), have done an exploratory study on the
“Impact of Colour and Packaging as Stimuli in the Decision-Making
Process” for a low involvement non-durable product. The
consumers and the manager agreed that important factors when
deciding which packet of potato crisps to purchase were the
quality, the brand - 12 - and the price of the product, with flavour
also being an important factor for the consumers. The consumers
used a constant sum scale to rate the six attributes of flavour,
quality, brand, price, size and shape, and the colour of the
packaging. K Sony (2008) studied the consumer responses toward
attribute framing in product packaging. The main purpose of this
study is to investigate the impact of message framing, level of
involvement, and numerical difference on consumer response.
Fresh-milk product was chosen as the object for experiment. This
study has the following suggestion for packaging design based on
the findings. Fresh milk is commonly considered as health-related
product. The study is advantageous in giving marketers a more
thorough picture of how message framing affects consumer
response in various numerical alternatives and level of
involvement. It will also be helpful in developing successful
packaging strategy. For future study, different types of products
can be investigated further. Assoc. Professor Jane (2005)
arranged a program named “Consumer Response to Sponsorship
Leveraged Packaging” (SLP). Structural equation modelling (SEM)
was used to analyses the data from the experiment. This program
of research aims to test a model that examines the structural
relationships between SLP and consumer attitudes and purchase
intentions toward the sponsors’ products as well as the factors
that impact this relationship. Research suggests sponsorship
leverage packaging may act in a similarly way to celebrity
endorsement on product packaging, implying that FMCG brands
may benefit from marketing strategies that communicate the
sponsorship relationship on packaging. It is critical that brand
managers identify the affect SLP has on consumer behaviour and
evaluate the degree to which it can enhance communication of the
sponsorship relationship in the marketplace. This paper outlines a
framework of consumer response to SLP, proposing a three-step
process of exploratory and experimental methodologies. The
outcomes from the research will contribute to a better
understanding of sponsorship effects on consumer behaviour and
provide managers with the means to develop more effective
branding strategies and promotions.

Data Interpretation

Figure 1.1

Figure 1.1 represents the gender group of the consumers who

participated in the survey. The number of female respondents is
slightly more than the males which may suggest that females are
more active in detergent purchasing than males since most of the
detergent advertisements traditionally displays the struggles of a
woman while washing clothes. Those advertisements are more
appealing towards women.

Figure 1.2
This figure suggests that most consumers are young adults
between the age of 25-35.

Figure 1.3

Figure 1.1 represents the detergent brand preferences of the

consumers across Navi Mumbai. It implies that Tide slightly edges
the other brands in terms of purchases. The other detergent brands
are almost equally favoured by the consumers. This represents
that there is no particular brand that holds a monopoly over the
detergent market.

Figure 1.4
• Figure 1.2 represents the purchasing patterns of the consumers
over multiple periods of time. We can observe that most
consumers prefer to purchase detergent on a monthly basis which
isn’t surprising at all given that most Indian households purchase
their groceries once a month and they prefer to pick up their
detergent during that time. It can also be seen that there is quite a
significant amount of people purchasing their detergent weekly
which would happen because of some factors. Consumers maybe
attracted towards the lower pricing of smaller detergent packages
that are available exclusively in every store nowadays. For
example, the classic Surf Excel Easy Wash sachet which is
available for Rs. 10 and it is sufficient to wash one set of clothes.

Figure 1.5
• This figure represents the various outlets through which
consumers prefer to purchase their detergent. It is no surprise to
see most of these consumers pick up their detergent from
convenience stores like DMart, Wallmart, Daily Needs etc. which
are really popular outlets among most of the consumers since they
can purchase almost all of their groceries there. The seasonal
discounts and availability of multiple brands of detergent in various
sizes may also play some factor which attracts consumers to pick
up their detergent from convenience stores most of the time.

Figure 1.6
• Price is a very crucial factor in the consumer buying process. They
think and assess about the price of the detergent before picking it
up, sometimes regardless of the effectiveness and efficiency of
that detergent. The majority of the consumers spend between Rs.
3000-4000 on a yearly basis which seems reasonable to the
common consumer since detergent is a necessity commodity for
everyone. 5.4% of the consumers spend more than Rs. 6000 per
year which may represent multiple members in their families or
small traders which may purchase detergent in bulks at a
discounted price to then re-sell again in small markets.

Figure 1.7

• Detergent powders and bars were really popular back in the days
but it seems that nowadays detergent liquids are being favoured
across the consumers. Tide, Rin, Surf Excel and many other
detergent brands have launched their own detergent liquids a few
years ago and it has been a success in the market since then.
Easier to carry, easier to apply and the liquid doesn’t clump up in
the bucket/washing machine while washing like the powder does
sometimes, some of these factors may have been influential
towards their popularity in the market. Detergent bars are often
purchased by people who would wash their clothes by hands in a
 bucket. 13.5% of the consumers are included in that category and
maybe they don’t have a washing machine at home which would
play a factor in their buying behaviour. Detergent tablets and
laundry balls do the job as well as the liquid and powders but their
availability in every store might be a reason behind their lower
purchase preference.

Figure 1.8

• No surprise here since every household has a washing machine

nowadays and it has become more of a necessity in this time.
People usually prefer to put all of their clothes in the machine and
it saves them a lot of time and energy instead of washing their
clothes one batch at a time in a bucket.

Figure 1.9
• This chart implies that almost 50% people stick with their own
preference of detergent. It would look like these consumers don’t
give a second thought about their detergent once they find the best
one which suits them. Another factor maybe that they don’t think it
is worth their effort to research about other brands or try other
detergents since it seems like an unnecessary chore. 28.1% of the
consumers are open to other brands as they constantly look out
for the better product to make every penny worth it.

Figure 1.10

• This chart shows us almost equal balance of monthly income in

most households. This data maybe skewed because of the small
 sample size considered for the data collection. The monthly
income may play some part in consumer buying process. They
would want to accommodate their purchases while staying in their
budget and hence they purchase the detergent that best suits their
needs and budget accordingly.

Figure 1.11

• The figure 1.9 implies that the 31.3% consumers are not exactly
satisfied with their purchases and they would prefer that their
preference of detergent would actually work better like they show
us in the advertisements. For example, the infamous Tide
commercial which gives us the impression of cleaning up dirty
white clothes with a quick swipe of Tide washing
powder/detergent liquid to get crystal clear white colour with no
signs of any stains. 21.9% consumers feel pretty satisfied with
what they’re getting. They would assume that they’re getting the
product that they paid for which is good enough and gets the job
done even if it isn’t as picture perfect as shown in the
advertisements.

Figure 1.12
 This pie chart displays the importance of packaging of detergent
products in the market. 40% of the consumers surveyed believe
that attractive packaging has an impact on their buying decisions.
Another 40% of the consumers are not sure about the packaging
but it may suggest that sometimes vivid packaging and attractive
fonts may grab their eyes and it might have some influence on their
buying decisions.

Figure 1.13

• Price, fragrance, packaging and the influence of celebrities in the

endorsements play almost an equal factor according to figure
1.10. The price of the detergent edges out the other factors by a
small margin since the majority of households are middle-class
 and for them price is one of the more important factors while
making purchases. Packaging is also quite a crucial factor with
28.1% consumers preferring a nice packaging for their detergent.
Good packaging is not only easier to carry and move around but it
also brings more durability and accessibility to the product. For
example, the Surf Excel liquid detergent is available in a tall
container with a cap which can also be used to measure the liquid
before pouring it into the washing machine or the bucket. These
small things make everyday lives easier for most of the consumers
and it might play some role in the consumer buying behaviour.

Figure 1.14

• According to the survey, most of the consumers think that their

product is really great and suitable to their own preferences and
they seem satisfied with the product. A whopping 40.6%
consumers gave 10/10 rating to their preference of detergent. 25%
of the consumers gave 7/10 rating which may be due to the fact
that they’re getting what they paid for or maybe they are unsatisfied
with the actual results of their detergent in comparison with what
they’ve seen in the advertisements.
Conclusions & Findings
o Package could be treated as one of most valuable tools in
today’s marketing communications in detergent powder,
necessitating more detail analysis of its elements and an
impact of those elements on consumers buying behaviour.

o Appropriate and vivid picture or packaging colour which

delivers them a happy feeling, or an easy
handle/open/dose/dispose package shape. All these elements
contribute each important effort to catch consumers’ attention
and interest. Besides each element’s single function, we think
that a good combination of those elements may let this
product (detergent powder) more eye-catching and attractive.

o Consumers’ imagery extends beyond perceived price or

anything to the producers themselves. Renowned
manufacturers always enjoy a good market penetration than
the other manufacturers as consumers are always readily
available to take the products from the renowned
manufacturers (brand). This thing leads to a positive purchase
intension

o Still now consumers judge a product (detergent powder) on the

basis of quality. If the product quality meets consumers’
expectation, then there will be no hindrance of a detergent
powder of being established. Listed features can ensure the
quality product:
 After washing good clothes condition.
 Best washing capabilities & stain derivability
  Good fragrance
 Good hand condition (after use)
 Outstanding packaging

o Consumers always go for those products which are readily

available in the market and they can get it any time when they
need. So, ensuring availability will lead to consumers’ purchase
intention.

o Price should be in an affordable range and the pricing must be

relevant to the size so that the consumers can easily consume
it and become the permanent consumer. Affordable &
competitive pricing should be offered to beat the competition.

o Choose the best medium for communication which easily

reaches to the target consumers. To communicate with the
consumers, easily available mediums like TVC, Online ads,
Paper ads can be followed. TVC is the best medium to
communicate with consumers and at the same time online ads
can be offered as this is an emerging medium to communicate.

o Survey tells that, number of dissatisfied customers’ portion is

bigger and this portion shifts or converts into the new product.
Reasons behind dissatisfactions are:
 Unsatisfactory product performance
 Deterioration of product quality with the passage of time
 Rivals bring better product at same price level

o Consumer perception has a vast area. Quality, Price,

Promotional activities, Features, Satisfaction level and
availability are some attributes of the perception. Because of the
time constraints and limitations of information force me to work
only in these factors. Ensuring quality product, using brand
 fame, ensuring easy availability in the market, maintaining fair
price, effective promotional mediums will build any brand
exponentially. If a detergent brand satisfies the consumers, then
these satisfied consumers will become the ambassador of the
product who will help to develop the market.

o The pandemic also caused a sharp reduction in acquisition

costs, as online advertising costs per impression were cut in
half. The leading industry players like Unilever as well as smaller
businesses are experimenting with subscription models and
auto-replenishment to retain their customer base.

o The formal sector, with its increasing ability to influence

consumers through advertisements, is rapidly expanding its
market share. The market for synthetic detergents was valued
at about Rs 112 billion as of 2012–13, with a compounded
annual growth rate (CAGR) of three per cent. The machine or
automatic wash sales has been dominated by powder
detergents (vis-à-vis liquid detergents), with a 98 per cent share
in the market and a size of Rs 18,700 million. However, a much
bigger segment of the market is the non-automatic or the hand-
wash category, which has a size of Rs 85,466.8 million. It is also
dominated by the powder detergents but by a smaller
percentage compared to the machine-wash category, at about
68 per cent. The remaining contribution comes from the bar
detergents. Hand-wash detergents have shown an impressive
growth rate of 8.8 per cent CAGR since 2005, which has
contributed to the growth in the overall detergent market.
Suggestions
• To appeal to customers who wish to spend less money on a
single transaction, the company should distribute its detergent
products in various package sizes based on weight.
• Surf excel gives periodic price discounts and frequently revises
its rates. The offers are of two types: one is a quantity discount
given on bulk purchases, since it wishes to instil the culture of
bulk purchasing in consumers in India in order to increase
efficiency in its activities, and the other is seasonal discounts.
• Hand washing is aimed at people in the middle class who cannot
afford or do not want to use a washing machine. The detergent
powders, liquids and tablets should be available in small sachets
so these people can purchase in lesser quantities which may
also provide a feeling of relaxation if they didn’t like the product.
• Top level brands like Tide, Surf Excel, Nirma etc have used
numerous themes to highlight youngsters in its ad campaign in
order to develop an emotional connection with clients. For the
ad campaigns, these firms have recruited a variety of TV and
movie superstars. Billboards, posters, and print media such as
newspapers, magazines, and major radio stations have also
been used by these corporations. Advertisements have a keen
impact on the minds of the consumers and therefore advertising
strategies should be worked upon.
• Surf excel, a market leader in India's detergent business, has
consistently developed and launched new product forms to
meet the evolving needs of Indian customers. With taglines like
“Daag Acche Hain” is deeply imprinted in Indians’ subconscious
mind, Surf Excel has been successful in capturing the place in
everyone’s subconscious minds. This kind of marketing and
advertisement is crucial to imprint the products on the
consumers’ mind. Catchy taglines are key to immerse
consumers towards the brand.
• The ultimate goal of any detergent is the same, i.e., cleaning
clothes. This makes it crucial for marketers to gauge the
consumer psyche to ensure that a specific brand stands out
amidst the market clutter to win the attention and loyalty of the
consumers. The effectiveness of the detergent shouldn’t be
compromised because it is one of the most important factors
considered by the consumers.
• The right message should reach the right people to make the
desired impact. Most of the decisions regarding household
products in India are mainly taken by women, considering they
are the homemakers (in most cases). Identifying this, Tide has
constantly made women the focal point of their advertising
campaigns.
• Owning a washing machine can still be a luxury in middle-class
Indian households, making manual washing prevalent. In 2009,
Tide introduced their new range of products Tide Naturals with
lemon and sandalwood extracts which are less harsh on hands
while washing clothes. This showed the consumers that the
brand understood their pain points. Without anything to connect
to the common consumer, it won’t attract him towards the brand
so relatability from the product is crucial to catch the attention
of the consumers.
• In 2017, Tide came up with the #CollarUpWithTideCampaign,
conveying the message that dirty collars serving
embarrassment are a thing of the past with the arrival of the New
& Improved Tide Plus. Once again, realizing the influence of
women as homemakers making their families look presentable,
Tide promoted this campaign through actresses like Mouni Roy
and Namrata Shirodkar.
• Indian consumers aspire to buy top brands but are also pretty
price sensitive. The detergent brand should be able to bridge this
gap and find a perfect blend between the two conditions.
• Blending humour with everyday situations faced by the common
man, Tide has created a high RQ i.e., relatability quotient in the
market. Campaigns
like #TideWhite, #TideUltra, #TideGivesExtra,
and #CollarUpWithTide have struck a chord with the public and
enhanced the emotional engagement of the brand.

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 Appendix

Q.1 Full Name

________________________________________________________________

Q.2 Email
________________________________________________________________

Q.3 What is your gender?

• Male
• Female
• Other
Q.4 What is your age?
• 15-25
• 25-35
• 35-45
• Above 45
Q.5 Which brand of detergent do you use?
• Tide
• Rin
• Ariel
• Nirma
• Surf Excel
 • Wheel
• Other

Q.6 How often do you buy detergent?

• Weekly
• Monthly
• Fortnightly

Q.7 Where do you normally purchase detergent?

• Malls
• Convenience stores
• Pharmacy
• Bazaars
• Online

Q.8 How much money do you spend on detergent on a yearly

basis?
• Rs. 2000-3000
• Rs. 3000-4000
• Rs. 4000-5000
• Rs. 5000-6000
• More than Rs. 6000

Q.9 Which type of laundry detergent do you use?

• Detergent powder
 • Detergent liquid
• Detergent bars
• Laundry balls
• Detergent tablets

Q.10 What do you look at while purchasing the detergent?

• Price
• Effectiveness
• Fragrance
• Packaging
• Celebrity endorsements
Q.11 Does attractive and vivid packaging appeal to your buying
decision?
• Yes
• No
• Maybe

Q.12 How do you use your detergent?

• Washing machine
• Bucket

Q.13 Do you try to switch up detergent brands to check out other

products?
• Yes
• No
 • Sometimes

Q.14 What is your monthly household income?

• Rs. 15000-30000
• Rs. 30000-45000
• Rs. 45000-60000
• Rs. 60000-75000
• More than Rs. 75000

Q.15 What changes would you like to make to your choice of

detergent?
• None. It is great as it is
• Effectiveness
• Fragrance
• Texture
• Packaging

Q.16 Out of a max score of 10, what rank would you give to your
detergent?