14-06-2013, 04:22 PM
Market Research and Analysis for Product Awareness and Preference Liquid Hand Wash Soaps
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Introduction
FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase ‘Fast Moving’ is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year . Four of the largest and best known examples of Fast Moving Consumer Goods companies are Nestlé, Unilever, ITC Ltd. and Procter & Gamble.
Medical hand hygiene pertains to the hygiene practices related to the administration of medicine and medical care that prevents or minimizes disease and the spreading of disease. The main medical purpose of washing hands is to cleanse the hands of pathogens (including bacteria or viruses) and chemicals which can cause personal harm or disease. This is especially important for people who handle food or work in the medical field, but it is also an important practice for the general public.
Food production workers and foodservice personnel must also use correct hand and fingertip washing. It is the best way to assure removal of transient microorganisms. Not only is hand washing critical in foodservice and food production operations it is also important in homes and day care operations.
As the literacy level in India has increased by 8% in the last decade, this transformation clearly indicates a shift in the purchasing patterns of the more educated “Bharatwasis”.
Studies for hand washing and hand disinfectants have been done for personnel (surgeons, nurses, and other health care workers) in health care settings where patients maybe immune, compromised or are at high risk of wound, surgical, or burn infection.
Methodology
This report deals with the understanding of Indian consumers preferences towards liquid hand wash. We did a primary online survey of 133 customers and based on their response carried out our analysis. We asked the respondents about their age, gender and occupation. After getting their basic information we asked the respondents to rank a few brands of liquid soaps. The brands included the following: Dettol, Palmolive, Lifebuoy, Santoor and Others (which represent any other local or regional brand which the respondent might prefer).
After that we asked the respondents to provide their preference for the following six attributes which they could consider on a scale of 10-50.
CLUSTER ANALYSIS
Based on the response of the 133 respondents about the 6 attributes, we did a cluster analysis to segment them into distinct segments. In this way we have been able to identify homogeneous groups of customers.
We did a hierarchical cluster analysis to segment the response of the customers. On doing it the output provided us with the Agglomeration Schedule.
Multi-Dimensional Scaling (MDS) analysis
Overview
Multidimensional scaling (MDS) is a series of techniques that helps the analyst to identify key dimensions underlying respondents’ evaluations of objects. It is often used to identify key dimensions underlying customer evaluations of products, services or companies.
It helps us in following ways:
• what dimensions respondents use when evaluating objects
• how many dimensions they may use in a particular situation
• the relative importance of each dimension, and
• how the objects are related perceptually
The purpose of MDS is to transform consumer judgments of similarity or preference (e.g. preference for stores or brands) into distances represented in multidimensional space. The resulting perceptual maps show the relative positioning of all objects. Multidimensional scaling is based on the comparison of objects. Any object (product, service, image, etc.) can be thought of as having both perceived and objective dimensions.
Conclusion
In this manner, this project helps us in understanding how the Indian consumers go about in making their choices in the Liquid Hand Wash segment. The sample comprising of 133 respondents has 60% in the age range of 15-35 i.e. majorly students, working people and housewives which shows that the sample gives a fair representation of the Indian urban consumers who use liquid hand soaps regularly. Also the sample is equally distributed between the 2 genders, with 53% being constituted by males and remaining belonging to the fairer sex.
The major findings from our survey was that Dettol stands out to be the most preferred liquid hand wash for almost 82% of the respondents clearly highlighting the sensitiveness of the aware Indian urban customers against harmful germs. Dettol stands as a brand which gives protection against even micro germs through a 100% clean wash and this value proposition holds confidence amongst the respondents who filled the survey. Dettol has been closely followed by Lifebuoy in the hand wash category.