KARNATAK LAW SOCIETY’S INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH PROJECT REPORT ON “Consumer Behaviour towards Mysore Sandal Soap” KARNATAKA SOAP & DETERGENT LIMITED AT BANGALORE SUBMITTED TO KARNATAKA UNIVERSITY, DHARWAD SUBMITTED BY Mr. VINAYAK N. PATIL MBA09003119 In the partial fulfillment of the requirement for the award of Master’s in Business Administration (MBA) awarded by Karnataka University, Dharwad for the year 2009-10.
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KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH
PROJECT REPORT ON
“Consumer Behaviour towards Mysore Sandal Soap”
KARNATAKA SOAP & DETERGENT LIMITED ATBANGALORE
SUBMITTED TOKARNATAKA UNIVERSITY, DHARWAD
SUBMITTED BYMr. VINAYAK N. PATIL
MBA09003119In the partial fulfillment of the requirement for the award of Master’s in
Business Administration (MBA) awarded by Karnataka University,
Dharwad for the year 2009-10.
Internal Guide External Guide
Prof. Deepa More Mr. H.G Raja Rao
KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH
BELGAUM.
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)
CERTIFICATE
This is to certify that Mr. Vinayak N Patil has satisfactorily completed
his Major Concurrent Project on “Consumer Behaviour towards Mysore
Sandal Soap.” in the partial fulfillment of the requirement of Masters of
Business Administration, during the academic year 2009-2010.
INSTITUTE GUIDE DIRECTOR
Prof. Deepa More Dr. A.B Kalkundrikar
ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this is no different.
As a introduction to any last would be incomplete without the mention of people who
have made it possible and whose constant guidance and encourage served as beacon
light my effort with success.
I like to thank My Family and Friends who have directly or indirectly helped
me in successful completion of this project and will remain the source of inspiration for
putting my best efforts to ensure the success of this report.
I wish to take this opportunity to express my deep sense of gratitude to Mr. H.G
Raja Rao, product manager of the KS&DL Bangalore, for providing me an
opportunity for carry out my Major Concurrent Project at their esteemed organization.
I am Grateful to my Internal Guide Prof. Deepa More who has guided me in
each and every mode of the project work and helped me to understand more and more. I
also like to thank my External Guide (Company Guide) Mr. H.G Raja Rao who has
supported me throughout my project.
I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar for
his inspiration, advice and support in project work.
Thanking you.
Place: Belgaum VINAYAK N. PATIL
Date:
DECLARATION
I, Vinayak N. Patil hereby declare that the project report entitled
“Consumer Behavior towards Mysore Sandal Soap in Bangalore.” is an independent study carried out by me during
my Major Concurrent Project.
I also hereby declare that this report is not being submitted to any organization and the data will be held confidential.
Date: Vinayak N. Patil
Place:
I NDEX
S No. PARTICULAR Page No1 Executive Summary 12 Industrial Profile 2-33 Company Profile 4-94 Organization Structure 10-205 Product Profile 21-246 Introduction to topic 25-317 Research Methodology 32-348 Data analysis & Interpretation 35-509 Test Hypothesis 51-5210 Finding 5311 Suggestions 5412 Conclusion 5513 Bibliography 5614 Annexure 57-58
EXECUTIVE SUMMARY
In present competitive scenario, the FMCG companies are mainly concentrating on analyzing
the consumer behaviour which is essential for the growth of the company. FMCG sector
needs speed, convenience, the ability to interact across multiple channels and the ability to
work with multiple distribution channels from which they expect consistent growth and
penetration in the market.
TITLE OF THE PROJECT :
“Study of Consumer Behaviour towards Mysore Sandal Soap”
The project is being carried out in Bangalore city with a clear objective of understanding the
consumer behaviour towards Mysore sandal soap and its related brands.
The primary data is collected through survey technique and field work by interviewing the
consumers and general public. The secondary data is collected through company websites
and past records.
The questionnaires consisting of both open ended and close ended questions have been
designed to obtain the required information from the respondents keeping in mind the
objectives of the study.
Analysis was made out of the opinions produced there in based upon this analysis conclusion
and recommendations were aimed at.
INDUSTRY PROFILE Soap is one of the commodities which have become an indispensable part of the life
of modern world. Since it is non durable consumer goods, there is a large market for it. The
whole soap industry is experiencing changes due to innumerable reasons such as government
relations environment and energy problems increase in cost of raw material etc.
The changing technology and ever existing desire by the individual and the
organization to produce a better product at a more economical rate has also acted as catalyst
for the dynamic process of change.
More and more soap manufactures are trying to capture a commanding market share
by introducing new products. The soap industry in India faces a cut throat competition with
multinational companies dominate the market. They are also facing severe threat from
dynamic and enterprising new entrance especially during 1991-92.
If we look back into the history of soaps & detergents, mankind knew about soaps
nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, when
roasted meat over flowed on the glow in ashes. This lump like product was soap & had
foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made &
marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent for
making soap was taken in London. The world consumption of soap in 1884A.D. was said to
be 2lakh tonnes p.a.
HISTORY OF THE SOAP:
Soap manufacturing was started in North America. Some American companies with
well known names were started 200 years ago. During middle age soap was made at various
places in Italy, France, England & other countries. France became famous & many small
factories were established there.
In India the first soap industry was established by North West soap company in1897
at Meerat following the swadeshi movement. Since 1905, the following come into force:
• Mysore soap factory at Bangalore
• Godrej soap at Bombay
• Bengal chemicals
• Tata oil mills
• 1930 lever brothers co.
THE INDIAN SOAP INDUSTRY SCENARIO:
The Indian soap industry has long been dominated by hand full of companies such as:
1. Hindustan levers limited.
2. Tata oil mills (taken over by HLL)
3. Godrej soaps private limited.
The Indian soap industry continued to flourish very well until 1967-68, but began to
stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in
demand can be attributed due to;
1. Growth of population.
2. Income & consumption increase.
3. Increase in urbanization.
4. Growth in degree of personal hygiene.
Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comes
under organized sector.
PRESENT STATUS:
Market scenario:
India is the ideal market for cleaning products. Hindustan liver, which towers over the
cleaning business, sells in all over the cleaning business but the tiniest of Indian settlements.
The 7.4lakhs tons per annum soap market in India in crawling along at 4%
The hope lies in raising Rupee worth, the potential for which is high because the Indian soap
market is pseudo in nature & it is amazingly complex being segmented not only on the basis
of price benefits, but even a range of emotions within that outlining framework.
PROBLEMS OF SOAP INDUSTRY:
Soap industry faces some problems in case of raw materials. The major ingredients
are soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of serious
problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh
tons & is met through imports. In recent times, caustic soda and soap ashes in the cheaper
varieties of soaps are quite high.
COMPANY PROFILE
HISTORY OF KS&DL (INCEPTION):
Karnataka soaps & Detergents Limited, a successor to the government soap factory,
which is one of the premier factories among the Indian soap industries. After World War 1,
there was a slump in the sandal wood export to the west. It dropped a blanket of gloom over
business & trading in India. The Maharaja of Mysore turned this threat in to an opportunity,
by sowing the budding seeds of KS & DL on the out skirts of Koti forest, near Bangalore in
1918.
The project took shape with the engineering skill and expertise of a top-level team with
the inspection of the Diwan of Mysore Late Sir. M. Visvesvaraya & with the service of
scientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough.
The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect of
manufacturing of sandalwood oil & world famous Mysore Sandal Soap.
The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of
100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area,
Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent &
fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport services
and communication. In November 1918, the Mysore Sandal Soap was put in to the market
after sincere effort & experiments were undertaken to evolve a soap perfume blend using
sandalwood oil as the main base to manufacture toilet soap.
RENAMING OF COMPANY:
On Oct 1st 1980, the Government Soap Factory was renamed as “KARNATAKA
SOAPS AND DETERGENTS LIMITED”. The company was registered as a Public
Limited company. Today the company produces varieties of products in toilet Soaps,
Detergents, Agarbathis and Talcum powder. KS&DL has been built up with rich tradition for
the quality of its products. Mysore Sandal Soap is the No: 1 anywhere in the world. The
Karnataka state is the original home of the Sandal oil, which uses Original perfume
sandalwood in the manufacturing of Mysore Sandal Soaps.
It is also known as the “FRAGRANT AMBASSADOR OF INDIA”.
TRADEMARK OF MYSORE SANDAL SOAP
The “SHARABHA”
The carving on the cover is the ‘Sharabha’, the trademark of
KS&DL. The Sharabha is a mythological creation from the puranas and embodies the
combined virtues of wisdom, courage & strength, while it is illustrated in its unusual from the
body of a lion with head of an elephant. It was adopted as an official emblem of KS&DL to
symbolize the philosophy of the company. The Sharabha the symbolized power that removed
imperfections & impurities. The Maharaja of Mysore has his official emblem adopted it. And
soon took its pride of place as the symbol of the government Soap factory, of quality that
reflects a standard of excellence of Karnataka Soaps & Detergents Limited.
OWNERSHIP PATTERN:
“Wholly owned by Government of Karnataka”
COMPETITORS INFORMATION AND THEIR MARKET SHARE:
HUL 70%
Godrej 4%
Procter & gamble 10%
KSDL 11%
Others 5%
PRESENT STATUS:
1. The company has entered into shampoo, dish wash, detergent bar & room refresher.
2. The company is striving to develop new perfumes for soaps detergents, agarbathies &
shampoo.
3. The company wants to improve the existing products in terms of quality.
ACHIEVEMENTS / AWARD:
1. Government of Karnataka
Dept of Industries and commerce
State Export Promotion Advisory Board. “EXPORT AWARD” 1974-75
2. Detergent Plant
M/s Chemical Bombay have given 1st price for the year 1980-81
3. Geographical Indication GI-2005
4. ISO 9001-2000 in the year 1999
5. ISO 14001-2004 in the year 2000
FUTURE GROWTH AND PROSPECTUS:
1. Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil
based perfume, Aloe Vera, Vitamin-E etc as additive and suitable for all types of skin
The following are the sources of data for the study:
a) Primary Sources
b) Secondary Sources
a) Primary Sources: The original sources from which the researcher directly
collects data that have not been previously collected. The first hand information
collected through various methods is explained as under:
Personal interviews
Questionnaire
Interview Method: Officers of the marketing department and other department
concerned with the promotion activities of the organization were interviewed to obtain
first hand information.
Questionnaire Method: This questionnaire consists of question for consumers which
included multiple choice questions, in order to get first hand information directly from
the end users.
b) Secondary Sources: Refers to the existing available sources of information such
as:
Documents of the departments concerned
Reference books
Internet
Research approach:
This includes the approaches or the ways undertaken to collect the primary data. Here
the approach was made through survey research, this helped to learn about customer’s
knowledge, beliefs, preferences in buying decision.
Research Instrument:
The following is the instrument with the help of which the data is collected:
In this regard, the data was collected through Questionnaire.
Hypothesis
Testing of hypothesis deals with the verification of validity of the presumptions
regarding the parameters of the population using samples drawn from the population.
“A statistical hypothesis is an assertion regarding the statistical distribution of the
population. It is a statement regarding the parameters of the population. “
There are two hypotheses
Null hypothesis
The hypothesis, which is being tested for the possible rejection, is called null
hypothesis. It is denoted by H0.
(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.
Alternative hypothesis
The hypothesis, which is accepted when the null hypothesis is rejected, is called as the
alternative hypothesis. It is denoted by H1
(H1) : More than 70% people feel that quality of Mysore sandal is good.
Statistical tool:The statistical tool used for measuring & analyzing data is survey analysis. And it is
analyzed by using pie chart, bar chart and hypothesis test.
Sampling plan: Sampling Unit:
Here the sampling units are mainly the final consumers.
Sample Size:
The sample size was 300 respondents.
Sampling procedure/ method:
The sampling method used was “Convenient Probability Sampling”
DATA ANALYSIS AND INTERPRETATION
3. Gender : Male: Female:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 142 47.3 47.3 47.3
Female 158 52.7 52.7 100.0
Total 300 100.0 100.0
Interpretation:
The above table shows that 47% of the consumers are Male and 53% of the
consumers Female. it is clear that the female consumers are more than the male consumers.
Hence female buyers are more.
4. Marital Status : Married: Unmarried:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Married 103 34.3 34.3 34.3
Unmarried 197 65.7 65.7 100.0
Total 300 100.0 100.0
Interpretation:
The above table shows that 34% of the consumers are married and 66% of the
consumers are unmarried. So it is clear that the Unmarried consumers are more than the
married consumers.
5. Occupation : a) Employee b) Professional c) Business d) Others
Occupation
Frequency Percent Valid Percent
Cumulative
Percent
Valid Employee 91 30.3 30.3 30.3
Professional 47 15.7 15.7 46.0
Business 53 17.7 17.7 63.7
Others 109 36.3 36.3 100.0
Total 300 100.0 100.0
Interpretation:
From the table it is clear that 30% consumers are Employee, 16% of the consumers
are Professional, 18% Business. And 36% of the consumers are others. Majority of the
consumers are others.
6. Age group a) Below 20 years b) 20-30 years
c) 30-40 years d) 40-50 years
e) Above 50 years
Frequency Percent Valid Percent
Cumulative
Percent
Valid Below 20 years 26 8.7 8.7 8.7
20-30 years 132 44.0 44.0 52.7
30-40 years 53 17.7 17.7 70.3
40-50 years 42 14.0 14.0 84.3
Above 50 years 47 15.7 15.7 100.0
Total 300 100.0 100.0
Interpretation:The Above Table Shows That 9% Of The consumers Are From Age Group Of Below
20 Years, 44% Are From Age Group Of 20-30 Years, 18% From Age Group Of 30-40 years,
14% From Age Group Of 40-50 years and 16% From Age Group Of above 50 years and it
can be inferred that majority of the consumers belong to the age group of 20-30 years.
5. Monthly Income :
a) Less than 10,000 b) 10,000 – 15,000
c) 15,000 – 20,000 d) 25,000 & above
Frequency Percent Valid Percent
Cumulative
Percent
Valid Less than 10,000 107 35.7 35.7 35.7
10,000-15,000 58 19.3 19.3 55.0
15,000-20,000 87 29.0 29.0 84.0
25,000 & above 48 16.0 16.0 100.0
Total 300 100.0 100.0
Interpretation:The above table shows that 36% of the consumers are belonging to the income group
Less than 10,000/- per month,19% of the people are 10,000–15,000, 29% of the consumers
are belonging to the income group 15,000-20,000 and 16% of the consumers are 25,000/- and
above income group. it is clear that a larger number of consumers belonged to the income
group less than10000 and 15000 to 20000.
6. Number of Family members:
a) 1 – 2 b) 3 – 4
c) 5 – 6 d) 7 & above
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1-2 63 21.0 21.0 21.0
3-4 153 51.0 51.0 72.0
5-6 59 19.7 19.7 91.7
7 & above 25 8.3 8.3 100.0
Total 300 100.0 100.0
Interpretation:
The 21% of the consumers are 1-2 members in family, 51% of the consumers are
belonging to 3-4 members in family, 20% of the consumers are 5-6 members in family and
finally 9% of the consumers are 7 and above members in family. the table is showing that
majority of the consumers have 1-2 and 3-4 members in family.
7. How often do you buy bath soaps?
a) Once in 15 days b) Once in a month
c) Once in 2 months
Frequency Percent Valid Percent
Cumulative
Percent
Valid Once in 15 days 137 45.7 45.7 45.7
Once in a month 109 36.3 36.3 82.0
Once in 2 months 54 18.0 18.0 100.0
Total 300 100.0 100.0
Interpretation:
The table shows that 46% of consumers buy bath soap once in 15 days, 36% of
consumers buy once in a month and 18% of consumers buy once in a 2 months. from The
Analysis of table it is clear that Most consumers Buy once in 15 days & once in a Month.
8. Which kind of soap do you generally use?
a) Chemical b) Herbal/Ayurvedic
c) Others (please Specify)
Frequency Percent Valid Percent
Cumulative
Percent
Valid Chemical 89 29.7 29.7 29.7
Herbal/Ayurvedic 163 54.3 54.3 84.0
Others 48 16.0 16.0 100.0
Total 300 100.0 100.0
Interpretation:
30% of the consumers are used chemical kind of soap and 54% of the consumers are
used Herbal/Ayurvedic kind of soap and 16% of the consumers are used other kind of soap
like Lux, Dove etc. From The Analysis of table it is clear that Most consumers are using the
chemical and Herbal/Ayurvedic kind of soap.
9. Do you use Mysore Sandal Soap?
a) Yes b) No
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 253 84.3 84.3 84.3
No 47 15.7 15.7 100.0
Total 300 100.0 100.0
Interpretation:
The above table shows that 84% of the consumers are using Mysore Sandal Soap and
16% of the consumers are not using Mysore Sandal Soap. From the table it is clear that the
84% consumers are more using. Hence Mysore Sandal Soap buyers are more.
10. If no, have you ever used Mysore Sandal Soap?
a) Yes b) No
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 38 80.9 80.9 80.9
No 9 19.1 19.1 100.0
Total 47 100.0 100.0
Interpretation:
The above table shows that 81% of the consumers have previously used Mysore
Sandal Soap and only 19% of the consumers did not used Mysore Sandal Soap.
11. How many people in your family are using Mysore Sandal Soap?
a) 1 – 2 b) 3 – 4
c) 5 – 6 d) More than 6
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1-2 96 37.9 37.9 37.9
3-4 107 42.3 42.3 80.2
5-6 33 13.0 13.0 93.3
More than 6 17 6.7 6.7 100.0
Total 253 100.0 100.0
Interpretation:
In case of 38% consumers up to 1-2 members in their family use Mysore sandal soap,
42% consumers up to 3-4 members in the family use Mysore sandal soap, In case of 13%
consumers like 5-6 members & 7% consumers more than 6 members use Mysore sandal
soap. In majority of case up to1-2 members and 3-4 members are using Mysore sandal soap.
12. State the reasons for using Mysore Sandal Soap?
a) Quality b) Goodness of Sandal Oil
c) Package d) Fragrance
e) Brand Image
Frequency Percent Valid Percent
Cumulative
Percent
Valid Quality 103 40.7 40.7 40.7
Goodness of sandal oil 94 37.2 37.2 77.9
Package 12 4.7 4.7 82.6
Fragrance 23 9.1 9.1 91.7
Brand Image 21 8.3 8.3 100.0
Total 253 100.0 100.0
Interpretation:41% of the consumers buy for Quality of the product, 37% Goodness of sandal oil, 9% of
the consumers buy for Fragrance and 8% and 5% of the consumers buy for Brand &
Packaging of the product. Here majority of consumers are using Mysore Sandal soap because
goodness of sandal oil and quality of the product.
13. What is your opinion regarding the price of Mysore Sandal Soap?
a) Low b) Reasonable
c) High d) Very High
Frequency Percent Valid Percent
Cumulative
Percent
Valid Low 17 6.7 6.7 6.7
Reasonable 123 48.6 48.6 55.3
High 89 35.2 35.2 90.5
Very High 24 9.5 9.5 100.0
Total 253 100.0 100.0
Interpretation:7% of consumers feel that price of Mysore sandal soap is low. 49% of consumers feel
it is reasonable. While 36% of the consumers feel that the price is high and 10% feel it is very
high. It can be inferred that the price of Mysore sandal soap is felt reasonable by a majority
consumers.
14. How do you rate the quality of Mysore Sandal Soap?
a) Excellent b) Good
c) Satisfactory d) Poor
Frequency Percent Valid Percent
Cumulative
Percent
Valid Excellent 94 37.2 37.2 37.2
Good 102 40.3 40.3 77.5
Satisfactory 54 21.3 21.3 98.8
Poor 3 1.2 1.2 100.0
Total 253 100.0 100.0
Interpretation:
37% of consumers say that the quality of Mysore sandal soap is excellent, and 40% of
consumers feel the quality good, 21% of consumers feel the quality is satisfactory and 1%
consumer say that the quality is poor. From the analysis of table it is clear that the majority of
consumers are excellent and good with quality.
15. Who influenced you to purchase Mysore Sandal Soap?
a) Friends/Family b) Shop keeper
c) Advertising / publicity d) others (please specify)
Frequency Percent Valid Percent
Cumulative
Percent
Valid Family/Friends 158 62.5 62.5 62.5
Shop keeper 3 1.2 1.2 63.6
Advertising/Publicity 74 29.2 29.2 92.9
Others 18 7.1 7.1 100.0
Total 253 100.0 100.0
Interpretation:
From the above table it is clear that 63% of the consumers are influenced by
Family/Friends, 1% consumers influenced by shop keeper, 29% of the consumers are
influenced by Advertising/Publicity and 7% of the consumers are influenced by others. The
majority of the consumers are influenced by Friends/Family and Advertising/Publicity also as
a leading role in influencing consumers.
16. Where do you prefer to buy Mysore Sandal Soap?
a) Retailer b) Super market
c) Factory outlet d) others (please specify)
Frequency Percent Valid Percent
Cumulative
Percent
Valid Retailer 113 44.7 44.7 44.7
Super market 43 17.0 17.0 61.7
Factory outlet 78 30.8 30.8 92.5
Others 19 7.5 7.5 100.0
Total 253 100.0 100.0
Interpretation:
45% of the consumers are buy the product in retailer shop, 17% of consumers are buy
the product in super market and 31% of consumers and buy the product in factory outlet. And
8% of consumers are buying the product from others. Like big bazaar etc. The majority
consumers buy the product in Retailer shop and there are also consumers preferring to buy
from Factory outlet.
TESTING OF HYPOTHESES
16. How do you rate the quality of Mysore Sandal Soap?
a) Excellent b) Good
c) Satisfactory d) Poor
(H1) : More than 70% people feel that quality of Mysore sandal is good.
(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.
Determination of Standard error of proportion
P = Proportion stated in Ho =0.7
n = sample size=253
= P1-Pn-1 = 0.71-0.7253-1 = 0.028
Testing At 5% level of significance
Critical Value = P+Z∝=0.05 * σp
= 0.7+ (1.96)*0.028
= 0.754
Test Statistics(p) = 196
253
= 0.774
Graph:
Interpretation:
Since Test Statistics p=0.774 is greater than critical value 0.754, & test statistics falls
in rejection region, hence we do not accept H0
Therefore we accept H1 i.e. more than 70% people feel that quality of Mysore Sandal
Soap is good.
FINDINGS
1. 46% of consumers buy bath soap once in 15 days, 36% of consumers buy once in
a month and 18% of consumers buy once in a 2 months.
2. 38% and 42% of the consumers using Mysore sandal soap belongs to family
having to 1-2 members and 3-4 members in their family respectively.
3. 41% and 37% of the consumers buy for Quality & Goodness of sandalwood oil
of the product.
4. 49% of the consumers feel that product is priced at reasonable rate but 36% of
the consumers feel that the price is high.
5. 37% of consumers say that the quality of Mysore sandal soap is excellent, and
40% of consumers feel the quality good. from the hypothesis calculation it is
found that the test statistical value is(0.774) greater than critical value(0.754) &
test statistics falls in rejection region, hence we do not accept H0
6. 63% of the consumers are influenced by Family/Friends, 29% of the consumers
are influenced by Advertising/Publicity.
7. 45% of the consumers are buy the product in retailer shop and 17% of consumers
are buy the product in super market and 31% of consumers and buy the product
in factory outlet.
SUGGESTIONS1. The company should motivate its present consumers to increase the usage rate of the
soap through effective advertisements.
2. The company should develop effective marketing strategies to create awareness in
untapped market.
3. The company should reduce the price in respect of their rival who keeps the prices as
competitive as possible.
4. The soap should be making available to all the purchase points wherever the
consumer can buy the product.
5. KSDL should promote their factory outlets.
6. Most of the consumers belong to the age group of 20 – 30, so there is a need to
concentrate on the other customers who belong to other age group.
CONCLUSION
It can be concluded that the various influencing factors responsible for the purchase of
the Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concluded
that the consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodness
of sandal oil, brand name and also the company’s image. Most of the consumers are satisfied
with quality and also there is a delight to the customers to suggest their product to others.
The study has also helped me to gain good amount of knowledge and has also exposed
me to the industrial environment.
BIBLIOGRAPHY
1. Marketing management : Philip Kotler.
2. Consumer behavior : Leon G. Sahiffman and &
Lesiz Lazer Kanuk
3. Marketing Research : Donald S. Tull
Del I. Hawkins
• Website : www.ksdl.com
ANNEXURE
QUESTIONNAIRE
Dear Sir/ Madam,
I am Mr.Vinayak N Patil, a student pursuing M.B.A. from KLS’s Institute of Management Education & Research, Belgaum. I am carrying on a project titled “Consumer Behavior towards Mysore Sandal Soap” with K.S.D.L hence I request your kind co-operation in this regard. Please spare your precious time & give your valuable opinion to improve the product/services.
3. Occupation : a) Employee b) Professional c) Business d) Others 4. Age group : a) Below 20 years b) 20-30 years c) 30-40 years d) 40-50 years e) Above 50 years 5. Monthly Income :
a) Less than 10,000 b) 10,000 – 15,000 c) 15,000 – 20,000 d) 25,000 & above
6. Number of Family members: a) 1 – 2 b) 3 – 4 c) 5 – 6 d) 7 & above
ABOUT THE SOAP 7. How often do you buy bath soaps?
a) Once in 15 days b) Once in a month c) Once in 2 months
8. Which kind of soap do you generally use? a) Chemical b) Herbal/Ayurvedic c) Others (please Specify)
9. Do you use Mysore Sandal Soap? a) Yes b) No If yes, please go to question no. 13 10. If no, have you ever used Mysore Sandal Soap? a) Yes b) No
11. If yes, why do not prefer to use it on regular basis? __________________________________________________________________________