CHAPTER – I

INTRODUCTION AND DESIGN OF THE STUDY

Introduction

Soap is the traditional washing compound made from oil fats and caustic alkali. It

is an item of daily necessity as cleaning agent. There are few specialty soaps like the

washing soaps, castile soaps, sandal soaps, hum man soaps, lox soaps, recon soaps,

specially flavored soaps, medical soaps, toilet soaps and baby soaps. Population growth,

especially households with children has a proportional impact on the growth of the

manufacturing sector of the industry.

The soap industry is vivacious, varied, creative and tricky, and has the prospective

to provide a gratifying career. With increasing popularity there has been increase in

potential competitors but it still has the opportunity of further exploitation. Today with

increase in disposable incomes all around the world, demand for these products expected

to increase because consumers are moving up towards premium products. With

increasing awareness of hygiene standards, the market for the soap is growing at a rate

higher than 8% annually.

People have become more creative in trying to find new ways in which they can

make soap ether for domestic use commercial purposes. This book will provide all the

basic facts and information you need to get started. You will be able to slowly build your

way up to completely master the art of soap making.

1
 Soap is undoubtedly the oldest product to be produced specifically as a surfactant

and in its many forms continues to play a major role today. Within this highly

competitive market place soap is present in a multitude of forms both solid and liquid.

The soap industry in India is at high growth rate and many new entrants are planning to

launch their product in this category. The overall soap industry is worth at 60000 cores.

India with a huge population has a household penetration of soaps at 98%. People

belonging to different income levels use different brands, which fall under different

segments, but all income levels use soaps, making it the second largest category in India.

Rural consumers in India constitute 70% of population.

Rural demand growing, with more than more soap brands being launched in the

discount segment targeting the lower socio-economic strata of consumers. Soap

manufactures originally targeted their products to the lowest income strata in urban as

well as rural areas, positioning their brands as a way to remove dirt and clean the body.

The book contains processes formulae, photographs of plants & machinery with suppliers

contact details, addresses of raw material suppliers and providing information regarding

manufacturing method of different washing and toilet soaps. Some of the fundamentals of

the book are raw material oil fats, fatty acids, manufacture, various formulations soaps,

soap perfumery, management of soap factories, analytical methods.

Statement of the Problem

Brand name is an important tool in the selection of goods for purchase. There are

various brands in our market. But most of the people are not aware of it. Customers

generally prefer the reputed brand products. At present there are various beverages which

2
consumers prefer, but bathing soap has become one of the most popular. People prefer

bathing soap due to many factors etc. The purpose of the study is to identify and analyse

the factors which influence the Brand preference and customer satisfaction towards

bathing soap. The study also covers the problems faced by the consumers while using

bathing soap.

Objective of the Study:

1. To study the awareness of consumer about brand preferences of bathing soap

2. To know the Consumer satisfaction and brand preferences among the consumer

about the bathing soap.

3. To understand the impact of various factors on consumer satisfaction with regard

to bathing soap.

4. To offer suggestions to improve the consumer satisfaction of bathing soap.

Scope of the Study

Related to coverage geographical area. The scope of the study is restricted to the

area. The respondents are the true representatives of the population related to product

selection.

Nature of Study

The study can be classified as a social research since it deals with the behavior

pattern of respondents. A social research may not be as precise or accurate as the

3
researchers in physical sciences in making predication. However, techniques have been

developed to reduce as far as possible the inaccuracy is studying social phenomenon.

It is an exploratory research: The basic aim of the exploratory research study is

to gain familiarity with a phenomenon or to achieve new insight into it. In this particular

study an attempt made to comprehend and gain insights into the buying behavior of

consumer with reference to soaps.

It has an applied base: The result obtained from this study and the references

drawn from it will be used and applied to the field of marketing of soaps.

Methodology of the study

Area of study

The study covers Consumer satisfaction and brand preference towards bathing

soap. It was conducted in Dharmapuri Town.

Sampling Design

A sample of 100 respondents was chosen from among the students in Dharmapuri

town. The sample user was selected on the basis of random sampling. The analyze was

made on the basis of the information provided by the respondents. The project is based

solely on the primary data.

For collecting primary data, field survey technique was undertaken in the study

area. For the purpose of the study, Dharmapuri town were selected and the data were

collected as per the requirement. First – hand information pertaining to the Customer

4
satisfaction and brand preference towards bathing soap and the data were collected from

100 sample respondents in the study area with the help of well-structured questionnaires.

So as to represent all categories such as rich, poor, educated and illiterate. The

respondents were selected on a simple random base.

Data Collection Methods

Research Tools

A structured questionnaire has been prepared to get the relevant information from

the respondents most of the questions one close ended so that the respondents don’t have

any problem to answer.

Questionnaire

The questionnaire was the main instrument used for collecting primary data from

the respondents. Questionnaire regarding the personal data such as age, educational

qualification, occupation, annual income, marital status, etc., customer satisfaction, ‘yes’

or ‘no’ type questions and ranking question were given to assess the level of satisfaction.

Primary Data

The primary data is collected well-structured questionnaires, which comprises of

socio economic information and information pertaining to study.

Secondary Data

Secondary data was collected from the journals and magazine published in the

related topics.

5
Statistical Tools

Collected data were tabulated for this study, statistical tool used for analysis

is percentage method and average rank analysis.

Percentage Analysis

The percentage analysis is simple and basic tool to be used in any study involving

primary data. Percentage can also be used to compare the two or more series of data. As

it is indicated in percentage it facilities comparison and suitable charts are drawn in

improving the understanding of the reader.

Formula: Simple Percentage = No of respondents / Total no of respondents X 100

Importance of the study

The study is confined to college students in Dharmapuri town with a sample of

100 respondents. The study aims at user’s satisfaction regarding various aspects of

bathing soap in college students Dharmapuri. The study also helps to know various

marketing variables such as service features. This study will help to gain knowledge

about the influencing of user’s to prefer a particular service and the problems faced by

them on using such financial service.

Limitations of the study

 The profile has been limited to demographic and socio-economic characteristics.

 The study is confined to Dharmapuri town only.

6
Chapter Scheme

Chapter - I Introduction and Design of the Study

This chapter deals with introduction, statement of the problem, objectives of the

study, methodology and limitations.

Chapter – II Review of Literature

This chapter deals with review of previous and various studies conducted in this

area or in the related area to focus on the need of this study.

Chapter – III Profile of the study

This chapter presents the theoretical aspect of the study.

Chapter – IV Data Analysis and Interpretations

In this chapter, data collected from the customers were analyzed and presented in

different tables using appropriate statistical tools with suitable interpretations.

Chapter – V Findings, Recommendation and Conclusion

This chapter brings out the findings based on various tools used in the study. Also

it brings out the recommendations and conclusion which have been derived from the

results of the study.

7
 CHAPTER - II

REVIEW OF LITERATURE

Introduction

Among the consumer products aggressively advertised, soaps are in the top of the

list. Although, soap’s basic function is to clean the body, the advertisements confer exotic

qualities to it. Soap is a salt of a fatty acid. Soaps are mainly used as bathing, and

cleaning, but they are also used in textile spinning and are important components of

lubricants. Soaps are marketed mainly in two ways either by giving importance to beauty

aspect such as Lux and Dove or bacterial aspect such as Dental. Different factors are

liable for purchase of these two varied soaps (beauty and anti-bacterial).

The importance of soap has magnified in current pandemic conditions where a

soap may be the only thing protecting us from the virus. This research paper verifies if

there exists any increase of antibacterial soap usage from beauty soaps. To check factors

liable for purchase decision of beauty soaps and anti-bacterial soaps and any significant

rise in purchase of anti-bacterial soaps in current pandemic conditions.

Avinash Kapoor (2009)1, the paper titled “Consumers' perceptions: an analytical study of

influence of consumer emotions and response”- Companies are progressively

endeavoring to offer clients an affair of accessibility extends, moderate cost, shopping

accommodation, and mood. The reason for this paper is to decide the effect of sales rep

conduct on inspiration, comprehension, feelings, and reactions of the purchasers and to

recognize diverse reactions to deals cooperation as indicated by their distinctive

8
recognitions. The reason for this paper is to address the job of sales rep conduct and

inspiration mind‐set amid the intuitive deals experience understanding and whether they

influence customer perceptions, feelings, and result practices

Soumya Saha, Munmun Dey and Sumanta Bhattacharyya (2010)2, in their study,

‘Factors Affecting Consumer Buying Behavior of Shoes in Kolkata: A Case Study’,

reveals that the marketers should emphasize on convenient location of shops and also in

maintaining high quality standards to ensure that they gain fame through word-of mouth

advertising. They should sell the shoes from exclusive shoe outlets rather than through

supermarkets or departmental stores. According to Aaker (1996), the most important

factors that contribute to create BE are brand loyalty, brand awareness, brand association,

and perceived quality.

Manoj Patwardhan, Preeti Flora and Amit Gupta (2010) 3, in their study,

‘Identification of Secondary Factors that Influence Consumer’s Buying Behavior for

Soaps and Chocolates’, revealed that few common characteristics include availability of

products to consumer, caution and concern shown by the consumer for product

ingredients, budget compatibility of consumer like cost of product, fragrance, shape and

seasonal variation and advertisement. It can also be suggested that media publicity,

particularly in the electronic media, plays a significant role in influencing consumer’s

mind

G.Muruganantham and Priom Biswas (2011)4, in their study, ‘Factors Influencing the

Buying behavior of chocolates’, reveals that taste plays a crucial role while selecting a

chocolate brand, respondents look for unique taste in the product they choose as

9
compared to the other available products in the market. Such an emphasis on the unique

taste implies that the ingredients of the chocolate are also very important for the

consumers. The buying of chocolates is affected by its reach to the consumers and its

availability in the market.

Khaled Mahmud & Khonika Gope (2012)5, revealed in their study, Factors Influencing

the extent of brand loyalty of toilet soap users says that while in consuming toilet soaps,

people are influenced by family members, product features or availability of soaps in the

local stores.

Dr. Surinder Singh Kundu (2013)6, the paper titled “Customers Perception towards the

Fast-moving Consumer Goods in market” -A shopper sets a casing of references in

his/her psyche to pick or buy an item or administration of same or diverse brands or

makers. Keeping in view the casing of references the present paper is an endeavor to

consider the components influencing the buy choice of buyers towards buy of the Fast-

moving Consumer Goods (FMCGs) and to suggest the strategies which might be received

by the sponsors to improve mindfulness among the rustic purchasers.

S S.Dhanalakshmi and Dr. M. Ganesan (2013) 7 stated that the success of a firm

depends largely on its capability to attract consumers towards its brands. In particular, it

is critical for the survival of a company to retain its current customers, and to make them

loyal to the brand. To a large extent, the success of most businesses depends on their

ability to create and maintain customer loyalty. In the first place, selling to brand loyal

customers is far less costly than converting new customers. In addition, brand loyalty

provides firms with tremendous competitive weapons. in curbing fake local brands. Sales

10
promotion should not be used in isolation but needs to be integrated with other tools and

in line with the overall positioning of the brand. Companies need to create sufficient

awareness about sales promotion schemes through mass media in order to create

awareness among rural consumers.

Shanmugapriya G, Sethuraman R. (2014)8 stated that customers are the king of the

market, superiors in an organization and Goose laying Eggs. Customers‟ satisfaction

plays a significant role in modern marketing era. Soap is a important product for the day

to day consumption of the customers. Nowadays competition is going on with a flame of

advertisement war. People need quality of soap for which they are ready to have brand

loyalty or switch over from one brand to another. In order to capture the needs of all the

segments of people, the products are introduced in different quantity for perfect quality of

users if it so, the soap will definitely bring more market potential for soap 3, in their study,

‘Identification of Secondary Factorsthat Influence Consumer’s Buying Behavior for

Soaps and Chocolates’, revealed that few common characteristics include availability of

products to consumer, caution and concern shown by the consumer for product

ingredients, budget compatibility of consumer like cost of product, fragrance, shape and

seasonal variation and advertisement. It can also be suggested that media publicity,

particularly in the electronic media, plays a significant role in influencing consumer’s

mind.

Shilpy Malhotra (2014)9, the paper titled "A Study on advertising Fast Moving

Consumer Goods"-The paper centers on promoting of quick moving customer products.

Quick moving purchaser merchandise is commonly low overall revenue items and along

these lines sold in expansive amounts. In this manner, it is essential to concentrate on the

11
best way to enhance brand an incentive for the clients the same number of brands are

accessible for similar classes of items. Another region centered in the paper is the means

by which subsidence influences the interest for quick moving Consumer Goods and what

are the explanations behind these changes. In such a circumstance, it winds up vital for

the makers or the organizations to expand the interests in these brands and items with the

goal that purchasers are pulled in towards them.

S. Dhanalakshmi , Dr. M. Ganesan (2015)10 stated that significant variations were

determined among completely different financial gain teams, especially, once the value

of the current complete will increase considerably. This could be attributed to lifestyles

adopted by different financial gain teams. Astonishingly respondents gave least

importance to advertisements of bath soaps. Quality and value of recent completes

impelled them to brand shift. This has got to be fastidiously studied by the marketers.

Another space of concern is that a lot of rated their gift soaps as simply satisfying though

they need been exploitation identical complete for a extended amount. During this

perspective, FMCG firms have to be compelled to explicate their ways to please the

purchasers. Deeper penetration in urban areas additionally holds the key to unlocking

growth potentials particularly within the Premium section. Thus, product innovation,

good selling and distribution are going to be of key importance for FMCG product to

become leaders within the business.

S.Dhanalakshmi, Dr. M. Ganesan (2016)11 stated that the success of a firm depends

largely on its capability to attract consumers towards its brands. In particular, it is critical

for the survival of a company to retain its current customers, and to make them loyalty

12
the brand.stated that consumer behavior refers to the mental and emotional process and

the observable behavior

Kundi J (2018)12 r of consumers during searching, purchasing and post consumption of a

product or services. Consumer behavior blends the elements from psychology, sociology,

socio-psychology, anthropology and economics

Eugene Anderson (2018)13 reported in the study: “the findings imply that increasing

customer satisfaction is likely to drecrease price elasticity of demand. In particular, the

findings imply a percent increase in customer satisfaction should be associated with 0.60

percent decrase in price sensitivit’’.

Herrmann et al. (2018)14 told that customer satisfaction is directly influenced by price

perceptions, albeit indirectly, through the perception of price fairness. The price fairness

itself and the way it is fixed and offered have a great impact on satisfaction.

Thomas Jones and Earl Sasser Jr (2018)15. Showed that customer satisfaction couldn’t

be used solely to track customer loyalty, and in fact –you should be looking at a range of

customer satisfaction.

13
Reference

1. Avinash Kapoor (2009),Coca-Cola or Pepsi that is the question A study about

different factors affecting consumer preferences. Master thesis, School of

Managment and Economics, Vaxjo University FED 323

2. Soumya Saha, Munmun Dey and Sumanta Bhattacharyya (2010), The

Relationship of Attidudes, Habit and Loyalty to market Share in Relation to a

Staple Good in a Local Grocery Store. Journal of Business and Psychology,

Vol.11, No.2 (Dec.,1996),pp.265-274.

3. Manoj Patwardhan, Preeti Flora and Amit Gupta (2010),A Study of Factors

Influencing Naresuan University Graduate students Purchase Behavior. Study

done for the MBA (international) at Naresuan University.

4. G.Muruganantham and Priom Biswas (2011), The Effects of Advertising on brand

Switching and Report Purchasing, Journal of Marketing

Research,Vol.31,No.1(feb1994).,pp.28-43,Engel,J.F.,et at (1995

5. Khaled Mahmud & Khonika Gope (2012), principles of Marketing. Fourth

Edition.Prince Hall.pp.118, 303-305. 41 Kumnoonsate .S (1983). A study on

Factors Influecing Descision on bar soap buying among Housewives in Bankok

Metropolitan Area, Master‟s thesis, Faculty of Business Administration, NIDA.

6. Dr. Surinder Singh Kundu (2013), Economics Fourteenth Edition.Irwin McGraw-

Hill.pp.198-200. Nilson, T.H. (1998). Competitive Branding, John Wiley.

14
7. S S.Dhanalakshmi and Dr. M. Ganesan (2013),A study on purchase pattern of

cosmetic among consumers in kerala. International Marketing Conference on

Marketing & Kerala. International Marketing Conference on Marketing &

Society.

8. Shanmugapriya G, Sethuraman R. (2014) , The Complex Relationship between

Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology, 16,

311-329

9. Shilpy Malhotra (2014), An investigation of consumer evaluation of brand

extensions, International Journal of Consumer Studies.

10. S. Dhanalakshmi , Dr. M. Ganesan (2015) , "Customer Loyalty: Toward an

Integrated Conceptual Framework," Journal of the Academy of Marketing

Science, 22 (2), 99-113.

11. S.Dhanalakshmi, Dr. M. Ganesan (2016) ,Transfer of brand equity in brand

extensions, Importance of brand loyalty, Advances in consumer research, Volume

30.

12. Kundi J (2018) ,A Behavioral Process Approach to Information Acquisition in

Nondurable Purchasing; Journal of Marketing Research, 15.4, 532-544.

13. Eugene Anderson (2018) ,"Why Customers Stay: Measuring the Underlying

Dimensions of Services Switching Costs and Managing Their Differential

Strategic Outcomes," Journal of Business Research, 55 (4), 41-50.

15
14. . Herrmann et al. (2018) ,Strategic Brand Management: Building, Measuring and

Managing Brand Equity. Prentice Hall: New Jersey.

15. Thomas Jones and Earl Sasser Jr (2018) , The effect of brand personality and

identification on bra metrics to gauge a better understanding of your consumers

and their loyalty.

16
 CHAPTER-III

PROFILE OF THE STUDY

Introduction

The humble bathing soap is one of the most important and basic items in your

grooming regimen, although it is sometimes highly disregarded. While scrubs, body

washes, and shower oils can provide a luxurious cleansing experience, bathing soap bars

are making a comeback in a big way. They still clean your skin, but they’re now infused

with a variety of oils, butter, and lotions to rehydrate and condition it. Because soaps

come in such a wide variety of compositions, determining the best soap to buy begins

with examining your skin type and analyzing the components of soap to discover what

would work best for you. So, which one do you get? To assist you in making your

decision, here’s a list of the best bathing soaps in India.

Key Highlights

 There are a variety of bathing soaps available, infused with essential oils, butter,

and lotions.

 These soaps help maintain the moisture balance of the skin.

 They also protect the skin from inflammation, redness and irritation.

 They gently exfoliate dead skin and remove germs, sweat and dirt.

17
  Some soaps have an anti-bacterial formula and may have ingredients like neem to

stop skin infections.

 Bathing soaps balances the pH of the skin and does not cause dryness.

 Glycerine is a common ingredient in bathing soaps which penetrates deep into the

skin and nourishes it.

 Soaps are suitable for all skin types.

1) Tetmosol Medicated Soap

Tetmosol is a medicated skin-care soap, the ingredients of which can help to

reduce the risk of developing redness, itching, and other skin-related issues. The

ingredients provide good protection against skin problems such as irritation,

inflammation, rashes, and redness. Tetmosol’s medicated soap contains hand-picked

components to provide much-needed relief from some skin problems when used on a

daily basis. Use this soap only if your doctor recommends it.

2) Dettol Original Germ Bathing Soap

Dettol brand dates back to 1933 and was originally used in hospitals as an anti-

septic for mothers who had given birth, and for patients coming out of surgery. Dettol

soap’s trusted germ-protection ingredients act as a barrier between your skin and a wide

range of microorganisms that aren’t visible. The soap keeps you smelling fresh all day,

and the glycine-rich recipe moisturizes and nourishes your skin.

18
3) Abzorb Anti-Fungal Soap

Abzorb Antifungal Soap’s ingredients act by damaging the cell membrane of

some harmful microbes present on the skin, killing them. Hence, the soap bar is

recommended for people with skin problems.

4) Candid Soap

Some ingredients included in Candid Soap Wrap, belong to a class of drugs

known as antifungal agents. This soap may be recommended for skin infections by your

doctor. The Candid Soap Wrap may also offer a soothing effect on the symptoms such as

burning, itching, and skin cracking.

5) Pears Pure and Gentle Soap

Pears pure and gentle are a 225 years old brand and its ingredients give your skin

a healthy and smooth shine. It contains natural oils and 98 per cent glycerin, which

protects your skin from harm and thoroughly moisturizes it after each wash. The clear

Pears glycerin soap is non-comedogenic and hypoallergenic.

6) Neko Daily Hygiene Soap

The Neko Daily Hygiene Soap aids in the maintenance of clean and healthy skin.

It forms a good lather and gives a more pleasant bathing experience. It has triclocarban

and glycerine in it.

19
7) Savlon Glycerin Soap

With over 50 years of germ protection experience, Savlon Soaps are formulated

specifically to help you stay clean and safe from germs. Savlon Glycerine soap is your

daily hygiene partner, and regular use will keep you and your family safe and healthy.

8) Boroplus Antiseptic Moisturizing Soap

BoroPlus Antiseptic Moisturizing Neem and eucalyptus soap has antiseptic and

therapeutic characteristics that protect against harmful microorganisms and infection. The

soap is made with extracts from Ayurvedic medicinal plants. It has antibacterial and

therapeutic qualities from Neem and Eucalyptus, as well as the hydrating power of

Honey. It is free from harsh chemicals such as parabens, silicones and artificial colours.

9) Himalaya Neem and Turmeric Soap

Himalaya Neem and Turmeric Soap combine the benefits of natural ingredients to

preserve your skin at all times. The Himalaya Neem & Turmeric Soap is a skin cleanser

and purifier. The Himalaya Neem and Turmeric Soap is a blend of strong ingredients,

ideal for a fresh start to the day.

10) Nivea Soap

Nivea is one of the leading companies in the field of skincare, catering to the

needs of all consumers. Nivea Soap Creme Soft is a two-in-one soap that cleans your

skin effectively without drying it out. Because it is prepared with rich almond oil, which

is heavy in antioxidants, Vitamin E, and proteins, it is great for dry skin. It nourishes,

20
restores oil balance, and makes the skin supple and smooth by penetrating deep into the

skin.

11) D Acne Soap

D Acne is fortified with herbal ingredients that soothe the skin and moisturize it.

Natural botanicals nourish the skin, while antimicrobial elements in the D Acne soap

suppress bacterial growth. It also contains Zinc PCA, which helps regulate sebum

production.

12) Dettol

Dettol & Moms Tulsi Bathing Soap is a Dettol product that was developed in

collaboration with moms to provide the highest quality and safety for your family.

Because mothers know best, this product is made with only the best and safest

ingredients that have been authorized by mums. Dettol feels that no mother should have

to sacrifice her family’s safety, thus parabens, dyes, talc, toxic chemical residues and

other potentially harmful chemicals have been removed from this soap.

13) Dettol Original Germ Protection Bathing Soap

Dettol Original Soap has been a part of Indian families for a long time, and it has

played an important role in the daily bath routine of the entire family. Its germ-killing

capacity of 99.9% has been hailed as a daily necessity for most Indian households.

This Dettol soap not only cleans the skin on a daily basis but also helps you to

maintain basic hygiene.

21
14) Anchor Active Health Soap

Anchor Active Health Soap has chemicals that are found in effective sanitisers.

As a result, the soap aids in the elimination of hazardous bacteria and germs. The soap’s

deep cleansing formulation also aids in the removal of debris, dust, and pollutants,

resulting in clean and fresh skin. The relaxing scent of the soap contributes to the

rejuvenating effect.

15) Candid Kz Premium Soap

Candid KZ is an antifungal soap used under medical supervision for a variety of

fungal infections of the skin. This Candid KZ premium soap is a fantastic antifungal

companion when used with other prescribed medicines for fungal infections.

16) Candid Kz Soap

Kz Candid soaps contain an ingredient that is an Anti-fungal agent. The soap may

be recommended for people taking treatment for fungal infections. Candid KZ Soap

should be used according to your doctor’s instructions for dosage and duration.

17) Sebamed Clear Face Cleansing Bar

Children’s skin is fragile and soft, and using the wrong products can easily irritate

it. The Sebamed clean face soap was created with infant skin in mind and is both delicate

and effective. Sugar is used in the soap, which is a gentle cleanser. The pH of the soap is

5.5, which is ideal for a child’s skin. This alkali-free washing soap bar effectively

22
moisturizes your baby’s skin, avoiding water loss and preserving body lipid levels. It has

a pleasant botanical scent that will keep your child smelling good all day.

18) Savlon Glycerine Soap

Savlon Antiseptic has been a trusted brand for over 50 years, and the medical

community prefers it because of its broad-spectrum activity. The SavlonGlycerin Soap is

a two-in-one bathing bar with antibacterial and moisturizing properties The Skin Health

Alliance has clinically approved the Savlon Glycerin Soap to provide comprehensive

germ and bacteria prevention. It has also undergone dermatological testing and has been

found to be safe for human skin.

19) Dettol Intense Cool Bathing Soap

Dermatologically tested, Dettol Cool Soap eliminates germs and bacteria that can

cause human sickness. Dettol soap is safe and hygienic, acting as a barrier between your

skin and potentially hazardous bacteria in the environment. This Dettol Cool Soap bar

keeps you clean, cool, and moisturized with a fresh menthol mix, thus you are ready to

take on the day.

20) Dettol & Moms Bathing Soap Jasmine

Dettol & Moms Bathing Soap is a delicately made soft beauty soap that is ideal

for the skin of all moms. Dettol, the most trusted brand, has collaborated with moms to

provide beauty bathing soaps with all components approved by moms. Dettol & Moms

Jasmine Bathing Soap is made with 100% natural relaxing and soothing exotic jasmine

23
essence. The new line of beauty soaps is free of parabens, artificial colours, and talc,

which are all known to be dangerous preservatives.

Benefits of bathing soaps

Some of the key highlights of an effective bathing soap are as follows:

 Soaps contain emulsifying agents which help in the removal of dirt and clean the

skin.

 Soaps help to kill germs and reduce the chances of bacterial reproduction on the

skin.

 Helps wash out corrosive acids.

 Soaps remove the excess oil from your skin. Taking a shower with good quality

soap helps remove dirt and pollutants from your body.

Market Overview:

The Indian bath soap market size reached US$ 2,885 million in 2022. Looking forward,

IMARC group expects the market to reach US$ 4,139 million by 2028, exhibiting a

growth rate (CAGR) of 6.2% during 2023-2028.

Bath soaps are surfactants that are used to cleanse and maintain body hygiene.

They are made from fish fats or vegetable oils combined with glycerine, propylene

glycol, allantoin, triethanolamine, and alkaline solutions, such as caustic lye. This causes

a chemical reaction that breaks down the ester bonds between the fatty acids and

24
glycerol, resulting in aqueous soluble molecules. These compounds kill microorganisms

by disorganizing their membrane bilayer and enable dirt to detach from the skin. As a

result, bath soaps form an essential component of personal care routine as it helps unclog

pores and remove dead cells from the skin.

India Bath Soap Market Trends:

The Rising population, significant economic expansion, rapid industrialization,

and evolving lifestyles are some of the key factors driving the India bath soap market

growth. Subsequently, the inflating income levels have enabled consumers to afford

premium products infused with exotic fragrances and moisturizing capabilities, which is

contributing to the market growth. In confluence with this, the shifting preference toward

value-added products with attractive packaging, distinctive formulas for men and women,

and enhanced convenience are acting as another growth-inducing factor. The rising

environmental concerns have further led manufacturers to develop eco-friendly products

containing natural and herbal ingredients, along with biodegradable and refillable

packaging, which is creating a positive outlook for the market. Moreover, the

establishment of an effective and efficient distribution network and the adoption of

aggressive promotional strategies to maximize product reach are catalyzing the market

growth.

25
 CHAPTER – IV

DATA ANALYSIS AND INTERPRETATIONS

In this chapter the analysis and interpretation of “A Study on Consumer

Satisfaction and Brand Preference towards bathing soap” based on a sample of 100

respondents selected from Dharmapuri Town is presented. The opinion of the

respondents and the relevant information were collected through a questionnaire

comprising of personal factors and study factors. The collected information were

classified and tabulated and supplemented with the following statistical tools in tune with

the objectives of the study.

1. Percentage Analysis

Percentage analysis

The percentage analysis is simple and basic tool to be used in any study involving

primary data. Percentage can also be used to compare the two or more series of data. As

it is indicated in percentage it facilities comparison and suitable charts are drawn in

improving the understanding of the reader.

26
Gender

Table 1 shows gender wise distribution of the respondents selected for the study,

the gender are classified as male and female.

Table – 1: Gender wise distribution of the respondents

Number of
Gender Percentage
Respondents
Male 72 72

Female 28 28

Total 100 100

Source: Primary Data

From

the table 1 it is clear that (72%) of the respondents are male and the remaining (28%) are

female.

It is concluded that majority (72%) of the respondents are male.

27
Age

Table 2 shows the age wise distribution of the respondent selected for the study.

It is classified as below 20 years, 20 - 25 years, 25 - 30 years, and Above 30 years.

Table – 2: Age wise distribution of the respondents

Number of
Age Percentage
respondents
Below 20 years 20 20

20 - 25 years 36 36

25 - 30 years 16 16

Above 30 years 28 28

Total 100 100

Source: Primary Data

From the table 2 it is clear that (20%) of the respondents are in the age group of

Below 20 years, (36%) of the respondents are in the age group of between 20 - 25 years,

(16%) of the respondents are in the age group of between 25 - 30 years and (28%) of the

respondents are in the age group of Above 30 years.

It is concluded that majority (36%) of the respondents are in the age group of

between 25 - 30 years.

28
Marital status

Table 3 explains the Marital Status of the respondents selected for the study. It is

classified as married and unmarried.

Table – 3: Marital status of the respondents

Number of
Marital status Percentage
respondents
Married 56 56

Unmarried 44 44

Total 100 100

Source: Primary Data

From the table 3 it is clear that (56%) of the respondents are married and the

remaining (39%) are unmarried.

It is concluded that majority (56%) of the respondents are married.

29
Type of Family

Table 4 explains the type of family of the respondents selected for the study. It is

classified as Joint family and Nuclear family.

Table – 4: Type of family of the Respondents

Number of
Type of family Percentage
respondents
Joint family 32 32

Nuclear family 68 68

Total 100 100

Source: Primary Data

From the table 4 it is clear that (32%) of the respondents are Joint family and the

remaining (68%) are Nuclear family.

It is concluded that majority (68%) of the respondents are Nuclear family.

30
Number of family members of the respondents

Table 5 shows the size of family of the respondent selected for the study. The

family sizes of the respondents are classified as upto 2 members, 3 - 5 members, 5 - 7

members and above 7 members.

Table - 5: Number of family members of the respondents

Number of
Family size Percentage
respondents
Upto 2 8 8
3–5 52 52
5–7 32 32
Above 7 8 8
Total 100 100
Source: Primary Data

From the table 5 it is clear that (8%) of the respondents have Upto 2 members in

their family, (52%) of the respondents have 3 – 5 members in their family, (32%) of the

respondents have 5 – 7 members in their family and (8%) of the respondents have Above

7 members in their family.

It is concluded that Majority (52%) of the respondents have 3 – 5 members in

their family.

31
Educational qualification

Table 6 shows the level of educational qualification of the respondents selected

for the study. Educational level of the respondents is classified into Upto 12th, UG, PG,

Professional and Others.

Table – 6: Education wise distribution of the respondents

Number of
Educational Qualification Percentage
respondents
Upto 12th 28 28

UG 48 48

PG 12 12

Professional 8 8

Others 4 4

Total 100 100

Source: Primary Data

From the table 6 it is clear that (28%) of the respondent’s educational

qualification upto12th, (48%) of the respondent’s educational qualification UG, (8%) of

the respondent’s educational qualification is professional and (12%) of the respondents

PG. And (4%) of the respondent’s others.

It is concluded that mostly (48%) of the respondents are Under Graduates.

32
Occupational status

Table 7 reveals the occupational status of the respondents. The occupational

status of the respondents is classified under the following categories, Public sector

employee, and Private sector employee, Professional, Business, Agriculture and Student.

Table –7: Occupational statuses of the respondents

Number of
Occupation Percentage
respondents
Public sector employee 12 12

Private sector employee 32 32

Professional 8 8

Business 20 20

Agriculture 4 4

Student 24 24

Total 100 100

Source: Primary Data

From the table 7 it is clear that (32%) of the respondents are employed private

sector, (12%) of the respondents are employed in public sector, (8%) of the respondents

are professionals, (20%) of the respondents are engaged in Business and (4%) of the

respondents are in agriculture. (24%) of the respondents are Students.

It is concluded that mostly (32%) of the respondents are employed in private

sector.

33
Monthly income

Table 8 shows the monthly income of the respondents selected for the study. The

monthly incomes of the respondents are classifying under the following categories upto

Rs. 10,000, Rs. 10,001 to Rs. 30,000, Rs. 30,001 to Rs. 50,000, and above Rs. 50,001.

Table - 8 Monthly Income of the respondents

Number of
Monthly Income Percentage
respondents
Upto10,000 18 18

10,001 – 30,000 52 52

30,001 - 50,000 10 10

Above 50,001 20 20

Total 100 100

Source: Primary Data

From the table 8 it is clear that (18%) of the respondents are below the income

level ofuptoRs.10,000, (52%) of the respondents are under the income level of Rs. 10,001

to Rs.30,000, (10%) of the respondents are the income level of Rs. 30,001 – 50,000 and

(20%) of the respondents are under the income level of Above 50,001.

It is concluded that majority (52%) of the respondents are under the monthly

income level of Rs. 10,000 – 30,000.

34
Source of you know about bathing soap

Table 9 gives the distribution of the source of knowledge of the respondents about

bathing soap. The sources are Family, Friends, Relatives, Television, Internet, and

Newspaper.

Table – 9: Source of awareness of the Bathing soap

Number of
Features Percentage
respondents
Family 16 16
Friend 44 44
Relatives 4 4
Television 12 12
Internet 20 20
News paper 4 4
Total 100 100
Source: Primary Data

From the table 9 it is clear that (16%) of respondents source of awareness about

the Bathing soap are through Family, (44%) of the respondent’s source of awareness

about the Friends,(4%) of the respondent’s source of awareness about the Bathing soap

are Relatives, (12%) of the respondent’s source of awareness about the Bathing soap are

through Television and (20%) of the respondent’s source of awareness are through

Internet,(4%)of the respondent’s source of awareness are through Newspaper.

It is concluded that mostly (44%) of the respondents’ source of awareness about

the Bathing soap are through friends.

35
How did you come to know about various brands of bathing soap?

Table 10 gives the distribution of the source of knowledge of the respondents

about Bathing soap brands. The sources are Advertisement, Doctors, Friends / Relatives,

News Paper &Magazines, Television, Internet, Wall Paintings and Others.

Table – 10: How did you come to know about various brands of bathing soap?

Number of
Features Percentage
respondents
Advertisement 24 24
Doctors 12 12
Friends / Relatives 35 35
News Paper & Magazines 10 10
Television 5 5
Internet 12 12
Wall Paintings 2 2
Total 100 100
Source: Primary Data

From the table 10 it is clear that (24%) of respondents know about Bathing soap

brand through Advertisement, (12%) of the respondents know about Bathing soap brand

through Doctors,(35%) of the respondents know about Bathing soap brand through

Friends / Relatives, (10%) of the respondent’s know about Bathing soap brand through

News Paper & Magazines,, (5%) of the respondent’s know about Bathing soap brand

through Television and (12%) of the respondent’s know about Bathing soap brand

through Internet,(2%) of the respondent’s know about Bathing soap brand through Wall

painting.

36
 It is concluded that mostly (35%) of the respondents are through Friends /

Relative.

Chart – 10: How did you come to know about various brands of bathing Soap?

40

35
35

30

25 24

20

15
12 12
10
10

5
5
2
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et
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37
Bathing soap purchased

Table 11 shows the distribution of the respondents based on the Bathing soap.

Purchased the various Bathing soap considered for the study are

Table – 11: Bathing soap purchased

Number of
Bathing soap Percentage
respondents
Dove 40 40
Medimix 36 36
Cinthol 8 8
Mysore sandal soap 14 14
Others – Please Specify 2 2
Total 100 100
Source: Primary Data

Form the table 11 it is clear that (40%) of the respondents purchased Dove, (36%)

of the respondents purchased Medimix, (8%) of the respondents purchased Cinthol,

(14%) of the respondents purchased Tajmahal, 14% of the respondents purchased Mysore

sandal soap, 14% of the respondents purchased Others.

It is concluded that mostly (40%) of the respondents purchased Dove.

Chart – 11: Bathing soap purchased

38
 40
40
36

35

30

25

20

14
15

10 8

5
2

0
Dove Medimix Cinthol Mysore sandal Others –
soap Please Specify
-----------------

What time do you use Bathing soap?

39
 Table 12 shows the distribution of the various people affective the decision

making while selecting the time. It is categorized as Morning, Evening, Morning and

Evening, and Time not a factor.

Table – 12: What time do you use Bathing soap?

Number of
Features Percentage
respondents
Morning alone 20 20

Evening alone 24 24

Morning and Evening 40 40

Time not a Factor 16 16

Total 100 100

Source: Primary Data
From

the table 12 it is clear that (20%) of the respondents selected a Morning alone, (24%) of

the respondents selected Evening alone and (40%) of the respondents select Morning and

Evening, (16%) of the respondents selected Time not a Factor.

It is concluded that a mostly (40%) of the respondents selected Morning and

Evening.

Chart – 12: What time do you use Bathing soap?

40
 40

40

35

30

24
25
20

20
16

15

10

0
Morning alone Evening alone Morning and Time not a Factor
Evening

How many times do you use Bathing soap per day?

41
 Table 13 shows the distribution of the respondents how many times use bathing

soap per day. It categorized as one time, two-time, three-time and four times.

Table – 13: How many times do you drink Bathing soap per day?

Number of
Features Percentage
respondents
One time 24 24

Two time 48 48

Three time 8 8

Four time 20 20

Total 100 100

Source: Primary Data

From the table 13 it is clear that (24%) of the respondents select one time and

(48%) of the respondents select two time, (8%) of the respondents select three time and

(20%) of the respondent select Four times.

It is concluded that a mostly (48%) of the respondents select two time per day.

42
 Chart – 13: How many times do you drink Bathing soap per day?

50

45

40

35

30

25

20

15

10

0
One time Two time Three time Four time

43
How much amount do you spend on buying Bathing soap?

Table 14 explains the reason for spending amount on buying Bathing soap. It is

categorized as Below 200, Rs.200 to Rs. 400, Rs. 400 to Rs. 600 and Above Rs. 600.

Table – 14: How much amount do you spend on buying Bathing soap?

Number of
Features Percentage
respondents
Below 200 60 60

Rs.200 to Rs. 400 12 12

Rs. 400 to Rs. 600 12 12

Above Rs. 600 16 16

Total 100 100

Source: Primary Data

From the table 14 it is clear that (60%) of the respondents prefers Below 200,

(12%) of the respondents preferRs.200 to Rs. 400, (12%) of the respondents prefer Rs.

400 to Rs. 600 and (16%) of the respondents Above Rs. 600.

It is concluded that a majority (60%) of the respondents prefers Below 200.

44
 Chart– 14: How much amount do you spend on buying Bathing soap?

60

60

50

40

30

20 16

12 12

10

0
Below 200 Rs.200 to Rs. 400 Rs. 400 to Rs. 600 Above Rs. 600

45
How many number of Bathing soap do you purchase?

Table 15 shows respondent ‘show number bathing soap purchase. It recognized as

1 soap, 2 soap, 5 soap and 10 soap.

Table – 15 How much Quantity Bathing soap do you purchase?

Number of
Features Percentage
respondents
1 32 32

2 40 40

5 16 16

10 12 12

Total 100 100

Source: Primary Data

From the table 15 it is clear that (32%) of the respondents are choose 1 soap,

(40%) of the respondents are choose 2 soap, (16%) of the respondents are choose 5 soap

and (12%) of the respondents are choose 10 soap.

It is concluded that mostly (40%) of the respondents are choose 2 soap.

46
What type of Bathing soap do you prefer?

Table 16 shows that what type of green that respondent prefer. And it is

categorized as a Handmade, Machine made and both.

Table – 16: What type of Bathing soap do you prefer?

Number of
Purpose Percentage
respondents
Handmade 56 56

Machine made 20 20

Both 32 32

Total 100 100

Source: Primary Data From

the table

16 it is clear that (56%) of the respondents prefer Handmade, (20%) of the respondents

prefer Machine made, (32%) of the respondents have prefer both.

It is concluded that majority (56%) of the respondents have prefer Handmade.

47
 Chart – 16: What type of bathing soap do you prefer?

60

60

50

40

30

20 16

12 12

10

0
Below 200 Rs.200 to Rs. 400 Rs. 400 to Rs. 600 Above Rs. 600

48
The following factor which influenced you to purchase this Particular Bathing soap

Table 17 shows the distribution of the respondent various factors regarding the

purchased Bathing soap product.

Table - 17: Various factors regarding the purchased Bathing soap product.

Number of
Features Percentage
respondents
Price 25 25

Quality 20 20

Aroma 10 10

Health and Wellness 20 20

Brand Image 10 10

Total 100 100

Source: Primary Data

It is understood form table 17 that 25% of the respondents are using a Price

choose the Brand, and (20%) of the respondents are using a Quality choose the brand,

(10%) of the respondents are using a Aroma choose the brand, (20%) of the respondents

using a Health and wellness choose the brand, (10%) of the respondent using a Brand

Image choose the brand.

It is concluded that mostly 25% of the respondent’s primary concern is Price.

49
 Chart - 17: Various factors regarding the purchased Bathing soap product.

30

25
25

20
20 20

15

10 10
10

0
Price Quality Aroma Health and Brand Image
Wellness

50
Level of satisfaction of the respondents towards Bathing soap

Table 18 shows the distribution of the respondent various factors regarding the

purchased Bathing soap product. The Agreeability of the respondents and its is the

classified as the following category such as Highly Satisfied, Satisfied, Moderate, Low

Satisfied, Very Low satisfied.

Table – 18: Level of satisfaction of the respondents towards Bathing soap

Highly Low Very low

Factors Satisfied Moderate
Satisfied Satisfied Satisfied
15 60 10 10 5
Price
(15%) (60%) (10%) (10%) (5%)
24 56 4 12 4
Quality
(24%) (56%) (4%) (12%) (4%)
16 52 10 12 10
Quantity
(16%) (52%) (10%) (12%) (10%)
15 40 24 16 5
Aroma
(15%) (40%) (24%) (16%) (5%)
32 44 12 8 4
Health and Wellness
(32%) (44%) (12%) (8%) (4%)
16 32 36 12 4
Brand Image
(16%) (32%) (36%) (12%) (4%)
12 52 4 24 8
Easy Availability
(12%) (52%) (4%) (24%) (8%)
14 56 10 12 8
Package
(14%) (56%) (10%) (12%) (12%)
4 20 12 20 44
Free Door Delivery
(4%) (20%) (12%) (20%) (44%)
Source: Primary data

It is understood form table 18 that 60% of the respondents satisfied with the Price.

(56%) of the respondents satisfied with Quality. 52% of the respondents satisfied with

Quantity, 40% of the respondents satisfied with Aroma .44% of the respondents satisfied

with Health and wellness. 36% of the respondent moderate with Brand Image. 52% of the

51
respondents satisfied with Easy Availability. 56% of the respondents satisfied with

Package.44% of the respondents Very low satisfied with Free Door Delivery.

It is concluded that majority 60% of the respondent’s primary concern is Price.

Chart – 18: Level of satisfaction of the respondents towards bathing soap

Price

52
 60
60

50

40

30

20 15
10
10

5
10

0
1 2 3 4 5
Will

you recommend this brand to others?

Table 19 shows that respondent recommend the brand to others. It is categorized

as Yes and No.

Table – 19: Will you recommend this brand to others?

Number of
Feature Percentage
respondents
Yes 92 92

No 8 8

Total 100 100

53
 Source: Primary Data From

the table

19 it is clear that (92%) of the respondent’s Yes, (8%) of the respondents No.

It is concluded that majority (92%) of the respondents Yes.

Chart – 19: Will you recommend this brand to others?

54
 92
100

90

80

70

60

50

40

30

20 8

10

0
Yes No

CHAPTER – V

55
 FINDINGS, RECOMMENDATION AND CONCLUSION

FINDINGS

1. It is concluded that majority (72%) of the respondents are male.

2. It is concluded that majority (36%) of the respondents are in the age group of

between 25 - 30 years.

3. It is concluded that majority (56%) of the respondents are married.

4. It is concluded that majority (68%) of the respondents are Nuclear family.

5. It is concluded that Majority (52%) of the respondents have 3 – 5 members in

their family.

6. It is concluded that mostly (48%) of the respondents are Under Graduates.

7. It is concluded that mostly (32%) of the respondents are employed in private

sector.

8. It is concluded that majority (52%) of the respondents are under the monthly

income level of Rs. 10,000 – 30,000.

9. It is concluded that mostly (44%) of the respondents’ source of awareness about

the Bathing soap are through friends.

10. It is concluded that mostly (35%) of the respondents are through Friends /

Relative.

56
 11. It is concluded that mostly (40%) of the respondents purchased Dove.

12. It is concluded that a mostly (40%) of the respondents selected Morning and

Evening.

13. It is concluded that a mostly (48%) of the respondents select two time per day.

14. It is concluded that a majority (60%) of the respondents prefers Below 200.

15. It is concluded that a majority (60%) of the respondents prefers Below 200.

16. It is concluded that majority (56%) of the respondents have prefer Handmade.

17. It is concluded that mostly 25% of the respondent’s primary concern is Price.

18. It is concluded that majority 60% of the respondent’s primary concern is Price.

19. It is concluded that majority (92%) of the respondents Yes.

Recommendations

57
  Dealer should fulfill the consumers’ needs speedily in an effective manner; the

Dealer should be consumers friendly. So that the seller can improve the sales

volume to all type of consumers.

 The dealer should be made more effective in providing instructions to the

Consumers to meet the competitors.

 Most of the respondents are under the age gathering of 15 - 25 years so

organization should take Efforts to attract other age group people in order to

increase their sales.

 Most of the respondents are under the salary gathering of over 12000 every

month. So the organization should take efforts to position their products in this

group in order to increase their sales. As a quality is the first influencing factor of

the company has to focus on quality and improve it for better sales.

 The company may give more and more offer and discount to improve the sales.

Conclusion

58
 Customers are the king of the market, superiors in an organization and Goose

laying Eggs. Customers’ satisfaction plays a significant role in modern marketing era.

Bath Soap is an important product for the day to day consumption of the Consumers.

Nowadays competition is going on with a flame of advertisement war. Lot of Varieties of

soap are being introduced by several producers. In these competition situations, some

soap because evil effects due to a mixture of chemical compounds. People need quality of

soap for which they are ready to have brand loyalty or switch over from one brand to

another. In order to capture the needs of all the segments of people, the products are

introduced in different quantity for perfect quality of users.

So, the soap will definitely bring more market potential for Bath soap. This

investigation has concentrated its attention the consumer’s preference and satisfactions

towards the bath soap products in Dharmapuri town and also it has focused on the buying

habits of the consumers. The findings system direct outcomes of study as the study

portray the consumer’s preference towards product of the consumer .the findings system

direct outcome of study. As the study portray the consumer’s preference towards product

of the consumer. I have gained abroad knowledge during this survey. Trust this study

experience will be a will be a step to build up my carrier in future.

Bibliography

59
Books:

1) Philip kotler, “Principles of Marketing”, U, S.A, Prentice-hall of India Pvt.Ltd

twelth Edition, 2008.

2) Kothari C.R “Research Methodology”, New age international (P) Ltd., Publishers

second edition, 2005.

3) A.vinoth “Marketing Management” Revised edition – 2001.

Websites:

1) www.google.com

2) www.hamam soap.com

3) www.soap industry.com

60