A Student Colloquium Report on

Consumer Behavior for

Deodorant

SUBMITTED BY: GROUP 02

AKASH
DEEPAK
KAPIL
MALA
NIRMAL
NIYATI
 AUTHORISATION
The Report is submitted as a partial fulfillment of the requirement
program of MBA program of STEVENS BUSINESS SCHOOL, AHMEDABAD.

PREFACE
By working together, ordinary people can perform extraordinary works;
they can push things that come in their hands higher up a little further on
towards the height of excellence.

We have accepted the above statement especially after the completion

of our field work that we undertook regarding pens as a part of our
curriculum.

We are very glad to present our market report that has all efforts
knowledge & hard work involved in its completion. We are experiencing some
of the problems during our field work, but we individually think that it is very
difficult to accommodate such a wide area in one single report & this is a
humble effort towards it by us to work on the report using our knowledge.
 ACKNOWLEDGEMENT
Field work is very essential for any MBA student during study time.
None of the MBA student can get a glimpse of outer world without field work.

First of all we would like to thank STEVENS BUSINESS SCHOOL for

allotting us an opportunity for doing field work. We would like to thank our
honorable director Dr. Ravi Gor & Academic coordinator Dr. Himani Joshi &
Respectable faculty members for giving knowledge to prepare this report.

We are very thankful to all the consumers that gave us the necessary
information and help us to fill questionnaire to make this report a complete
one. We got good knowledge of consumer’s behavior at the time of our field
work. Thank you to all of them.

AIM & OBJECTIVE:

Our main objective was to focus on the consumer behavior of deodorant
among Ahmedabad people in market to check the potential customers and to
check brand loyalty among existing users.
 Table of contents
1 Introduction
2 Methodology
3 Pricing & range
4. Analysis
5 recommendation
6. conclusion
7.refreances
 INTRODUCTION
Consumer Behavior: Consumer behavior is the study of when, why,
how, and where people do or do not buy products or services. It blends
elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand people's
wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with

the customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behavior analysis
as it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention, customer
relationship management, personalization, customization and one-to-one
marketing. Social functions can be categorized into social choice and welfare
functions.

DEODRANT:
“DEDODRANTS ARE SUBSTANCE APPLIED TO THE BODY MAINLY TO
REDUCE BODY ODOR CAUSED BY THE BACTERIAL GREATDOWN OF
PERSPIRATION .A SUBGROUP OF DEODRANTS ANTIPERSPIRANTS OF
,PREVENT ODOR & REDUCE SWEAT PRODUCED BY PARTS OF THE
BODY.”

Difference between deodorant and perfume.

DEODRANT = to keep you from smelling nasty.

PERFUME= to make you smell nice .
 Methodology
The questionnaire was designed by our team & we want to all
consumers individually & got the questionnaire filled .our team
members filled the questionnaire themselves as per the information.
Being given by the consumers.

A schedule contained a set of questions that were being asked to consumers.

(1) SAMPLE SIZE: 200

(2) SAMPLING FRAMEWORK: BIG MALLS OF A’BAD.

(3) AREA COVERED:

SATELLITE

NAVARANGPURA

C.GROAD

VASTRAPUR

MANINAGR
 brands Prices (MAX-MIN)
AXE 240 to 300

LEE 150 to 200

FA 160 to 200

NIKE 140 to 240

ADIDAS 150 to 180

AMWAY 150 to 250

REXONA 155 to 250

BLUELADY 180

TOMMY 100 to 225

 Analysis
Usage of deodorant

Use of Deodorant
Yes NO
18%

82%

 this pie graph shows 82%people use deodorants &

18%peopleuse perfumes ,roll on and other fragrance
giving things.
 Age group
Below 15 15-20 21-25 26-30 31-35 36-40
17% 8%

13%
33%

29%

 People of age group from 21yrs to 30 yrs prefer

deodorant the most.

Gender
Male Female

44%

56%

 Males prefer deodrant much more approx. 12%more

compared to females.
 profession
Student Employee Business any other

4%

32%
42%

22%

 College students like to be more trendy so the majority

is much higher compared with other sections of
society.
Purpose:

Sales
antyperspirant body odor sensitive skin roll on body spray
4% 4%
8%

56%
28%

 The people are using deodrants for antiperspirant

purpose much more that is more than half compared to
other purposes.
Brand use

Male
AXE Lee Fa
15% Nike Adidas Amway Tommy Others

38%
3%

10%

8% 12%
12%

2%

Males prefer the axe brand compared to other brands because

of the effective advertisements
 Female
Fa She Spinz Rexona
Amway Tommy Girl Blue lady Others

28% 1% 17%
3%

14%

23% 8% 6%

Female prefer blue lady, fa and tommy girl the most as they are
mild in fragrance where
Place of deodorant

Place
Pharmacy Shop Super market
Retail, wholesale market Others
22% 2% 23%

53%

Most of the customer purchase the deodorant from the super

market
Purchase (Quantity)

Purchase pattern
Single Twin Bulk
8%
18%

74%

Consumer prefer the to purchase the single packing than twin

or bulk packing because they also purchase deodorant for gift
also
Budget

Budjet
Below 75 76-100 101-125 126-150 1151-175 176 or above

11% 1% 13%

23%
20%

32%

Half of the customer purchase the deodorant which has price

range of above hundred
Frequent Use

Frequency
Storng Mild Natural Others
13% 20%

24%

43%

43% of the customers use the mild fragrance deodorant

Fragrance that you like

Franrance you like

Odor Packing Price Offers Quantity Other thing
5%
7% 32%
10%

23%
23%

Price is most effecting factor that influence the purchase of

deodorant
Knowledge about brand

Brand knowledge
T.V. Advertisement Window posters Paper media
Radio Friends/relative Others
20% 3% 12%

33%

32%

Paper media and window poster are main factors that make
awareness to the consumers
Frequency of use

Frequency
Weekly Monthly Quarterly Yearly
2% 24%
31%

43%

Nearly half of the customers purchase the deodorant monthly

 Conclusion

From the survey that we have undertaken, we conclude

the following points

people tend to use deodorants more than perfume

because of the hot climatic culture in india

from the ration of the males and females using the

deodorants we conclude that male customers are more
using the deodorant than the women consumer

price is the most affecting factor for the consumer for

purchasing the deodorants

Indian brands are less active compared to foreign brand

in the market
 RECOMMENDATION
Now a days foreign brand capture the deodorant market
so Indian players should come up with the effective
product of the brand

Mostly middle class family can not prefer the high price
deodorant so it is advisable to every company that
provide cheapest product for the customers

There are still some customers are brand loyal and they
stick to the one brand only price factor doesn’t influence
that purchase so it is advisable the for the company that
they should create effective advertise for the perfect
brand image
 References

www.redifpurchase.com

MARKETING RESEACH
 CONSUMER BEHAVIOR QUESTIONNAIRE

PURCHASING BEHAVIOUR OF DEODORANT

Dear Sir/Madam, We are the students of Stevens Business School, Kalol, are
conducting a survey on purchasing behavior of deodorant. Kindly help us in
filling the Questionnaire given below. Your cooperation will be highly obliged.

Name:

Gender:

Area of residence: _____________________

1. Age Group:
o Below 15
o 15-20
o 21-25
o 26-30
o 31-35
o 36-40
o 41-45
o Above 45
2. What is your profession?
o Student
o Employee
o Business
o Any other
3. Do you use deodorant? Yes__ No__
If NO then End Of questionnaire.
If “YES”
4. What is the frequency that you purchase deodorant?
o Weekly Monthly
o Quarterly Yearly
5. For what purpose you like to use deodorant?
 o Antiperspirant agent
o Body odor regulator
o Sensitive skin
o Roll on
o Body spray
6. Which type of deodorant do you use?
o Domestic Imported
If answer is imported go to question number 8.
7. Which Brand of deodorant do you use?
For men For Women
o AXE () Fa ()
o Lee () SHE ()
o Fa () spinz ()
o Nike () Rexona ()
o Adidas () Amway ()
o Amway () Tommy girl()
o Tommy () Blue lady ()
o Others () Others ()
8. Would you like to trade off in your choice of perfume if your regular
brand is not available?
Yes____ No_____
9. From where do you purchase deodorant?
o Pharmacy shop
o Super market
o Retail shop, wholesale market
o Others
10. How do you like to purchase it?
o Single pack
o Twin pack
o Bulk
11. What is the budget that you can spend on deodorant per unit?
(Price in Rupees)
o Below 75
o 76-100
o 101-125
o 126-150
 o 151-175
o More than 175
12. Which fragrance of deodorant you preference?
o Strong
o Mild
o Natural
o Others
13. What is the main key feature that you see while purchase
deodorant?
o Odor
o Packing
o Price
o Offers
o Quantity
o Other thing
14. From where do you come to know about the brand that you use?
o T.V. advertisement
o Window posters
o Paper Media
o Radio
o Friends / relative
o Others, hording
15. Which are the features that influence you to purchase
deodorant?
Rank 1 as Most and 5 as least
o Packing
o Odor
o Price
o Quantity
o Offers
16. Any suggestions do you like to give to the deodorant company?