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1 | P a g e

Submitted To:
MD. Moniruzzaman
Assistant prof. & chairman, Dept. of Marketing (BBT!

Bangladesh University of Business & Technology (BUBT)
Submitted B":
Abrinu# $mtiaz
$d: %&%%'%&%&()
Section: &%
$ntake: )*
T+
Department: Marketing
,etter of Transmitta#
2 | P a g e
Report On Fair & Lovely
Date: 11/05/201
!D" !oniru##a$an
%ssistant &rof" & chair$an' De&t" of !ar(eting (BUBT)
Dha(a )o$$erce )ollege *oad' !ir&ur+2' Dha(a+121,' Bangladesh"
Sub: Submission of Report
Dear -ir'
.ith due res&ect / 0ould li(e to infor$ you that / have co$&leted $y re&ort on 12air &
3ovely' % -tudy on 2airness 4roduct 5 and have the &leasure to su6$it here0ith the
references for your (ind consideration"
The re&ort gave $e the o&&ortunity to enrich our theoretical (no0ledge" .e had to learn and
0or( to (no0 the overall a6out 12air & 3ovely5 and get the relevant data to &re&are this" /
e7&ress $y dee& gratitude to you (indly give the sco&e and hel& $e to &re&are this re&ort
&ro&erly"
/ have tried $y 6est to co$&lete the &ertinent infor$ation as co$&rehensively as &ossi6le"
!oreover' if you re8uire any further clarification on this re&ort' / 0ill 6e delighted to $a(e
$e availa6le to you i$$ediately"
-incerely 9ours'
%6rinul /$tia#
/d: 1011:10102
-ec: 01
/nta(e: 25
th
De&art$ent: !ar(eting

Ackno-#edgement
3 | P a g e
%t first / 0ould li(e to &ay $y gratitude to !D" !oniru##a$an' %ssistant &rof" & chair$an'
De&t" of !ar(eting (BUBT)" The content guidance and advice of our faculty advisor &layed
the &ivotal role in $a(ing the e7ecution of the re&ort" ;e al0ays gave $e his suggestions that
0ere crucial in $a(ing this re&ort as flo0er as &ossi6le"
/ e7&ress $y sincere gratitude to all of the ad$inistrative officers of BUBT 0ho have
assisted $e 6y &roviding valua6le infor$ation and ti$e"
%t last / 0ould also li(e to convey $y than(s to all of our 0ell+0isher<s and relations for
their voluntary and institution"
Tab#e of contents
=o" -u6>ect 4age =o"
./ecuti0e Summar"
4 | P a g e
4art + 1 $ntroduction ?
1"1 Bac(ground @
1"2 -ignificance @
1": -co&e of the re&ort @
1" A6>ectives @
1"5 !ethodology B
1"5"1 Ty&e of research B
1"5"2 -ources of data B
1"5"2"1 4ri$ary sources of data B
1"5"2"2 -econdary sources of data B
1"5": Data collection &rocedure B
1"5":"1 -econdary data collection &rocedure 10
1"5":"2 4ri$ary data collection &rocedure 10
1"5" *esearch instru$ents 10
1"5""1 Cuestionnaire 10
1"5", -a$&ling &lan 10
1"5","1 4o&ulation 10
1"5","2 -a$&le ele$ent 10
1"5",": -a$&le fra$e 11
1"5"," -a$&le si#e 11
1"5","5 1"5","5 4rocessing and analy#ing the collected data 11
1", 3i$itations 12
4art + 2 10er0ie- 1f The 2ompan" 1:
2"1 2ompan" profi#e 1+15
2"2 !ission 15
2": Dision 15
2" Eoals 15
2"5 Arganogra$ 15
2", S31T Ana#"sis of 4air & ,o0e#" 1,
2"? Marketing mi/ 1?+1@
: Theoretica# Aspects 1B+20
Ana#"sis and 4indings 21
5 Ma5or 4indings 22+2:
, 6ecommendation 2+25
? 2onc#usion 2,+2?
@ Bib#iograph" 2@+2B
B Appendi/ :0+::
./ecuti0e Summar"
5 | P a g e
Unilever Bangladesh (UB3) is the leading 2ast !oving )onsu$er Eoods )o$&any in
Bangladesh 0ith a heritage of 50 years and &roducts that are &resent in B@F of Bangladeshi
household"
UB3 started its >ourney in Bangladesh 0ith the &roduction of soa&s in its factory in
Galurghat' )hittagong" Aver the years the co$&any introduced $any afforda6le 6rands
0hich 0on the hearts of Bangladeshis all across the country" Today 0e are &resent 0ith our
6rands in al$ost every household of the country"
UB3 is the $ar(et leader in ? of the @ categories it o&erates in' 0ith 20 6rands s&anning
across ;o$e and 4ersonal )are and 2oods"
/ts o&erations &rovide e$&loy$ent to over 10'000 &eo&le directly and indirectly through its
dedicated su&&liers' distri6utors and service &roviders" BB"@F of UB3 e$&loyees are locals
0ith a large nu$6er of local UB3 e$&loyees no0 0or(ing a6road in other Unilever
co$&anies as e7&atriates"

6 | P a g e


(4art+1)
%.% Background:
The .orld<s =o" 1 fairness crea$ 6rand' 2air & 3ovely' is used 6y nearly @0F of the
households of Bangladesh' $a(ing it the second 6iggest 2air & 3ovely $ar(et in the 0orld"
Aver the years' 2air & 3ovely has constantly evolved and e7&anded in its 8uest for &erfection
7 | P a g e
/ntroduction
and the technology is no0 availa6le in around 2? countries across the 0orld" The 6rand
6elieves in e$&o0ering individuals to *e+scri&t their Destiny"
2air & 3ovelyHs s(in+lightening technology is (no0n to 6e the 6est in the 0orld" ;o0ever'
this hasn<t sto&&ed the 6rand fro$ innovating further to &ioneer the develo&$ent of cutting+
edge fairness solutions"
The 6randHs co$$it$ent to0ards e$&o0ering individuals has ins&ired the initiation of 2air
& 3ovely 2oundation" Ti$e after ti$e the foundation initiates various education &
e$&loy$ent+related &rogra$s that give individuals the &o0er to overco$e all 6arriers &
change their lives"
%.) 7ustification of the stud":
2air & 3ovely understands that different &eo&le have different s(in needs and hence offers
e7&erts fairness solutions 6ased on consu$er needs"
/t contains no 6leach or har$ful ingredients" /nstead' it &rovides visi6le fairness in a safe and
reversi6le &rocess"
%.' Scope of the report:
The sco&e of the study covers al$ost all categories of fairness crea$s" The 0hole evaluation
of fairness crea$s 0ill 6e angle of custo$er satisfaction" %ny su6stitutes of fairness crea$s
li(e soa&s or lotions 0ill not 6e considered" %lso fairness crea$s locally $ade 6y the un+
organi#ed sector and 0hich are not 6randed 0ill not 6e considered"
%.( 1b5ecti0es:
A6>ectives of 2airness )rea$ 4erce&tion of &eo&le to0ards fairness crea$ 2actors influence
their 6ehaviour to0ards fairness crea$" To assess 0hether advertising is influencing the
6uying 6ehaviour of the consu$ers or the other factors and the &urchase decision of
consu$er" %ttri6utes consu$er &refer 0hile 6uying fairness crea$" 2re8uency of using
fairness crea$" To study consu$er satisfaction level a6out usage of fairness crea$"
8 | P a g e
%.* Methodo#og":
%.*.% T"pe of research:
This re&ort is ad$inistrated 6y collecting 6oth &ri$ary and secondary data"
%.*.) Sources of data:
The infor$ation 0e needed to co$&lete this re&ort 0ere collected fro$ the follo0ing
sources:
%.*.).% 8rimar":
/t included the fresh or co$&letely ne0 data sources collected for s&ecific &ur&ose
such as /ntervie0s' o6servations' Cuestionnaire Design etc"
%.*.).) Secondar":
-econdary data are collected through gathering of &u6lished $aterials" /t included
sources of e7isting &u6lished data"
%.*.' Data 2o##ection 8rocedure:
.e have collected the &ri$ary and secondary data in the follo0ing 0ays:
%.*.'.% Secondar":
9 | P a g e
Afficial .e6site
%d$inistrative !anuals
Darious re&orts and articles related to the study
Different 6oo(s' ne0s&a&er' $aga#ine
%.*.'.) 8rimar":
2ace to 2ace conversation 0ith res&ective &ersonnel
4ractical 0or( e7&osures fro$ different section of the co$&any
2ocus grou& $eeting
Direct o6servation
/nfor$al discussion
%.*.( 6esearch instruments:
%.*.(.%9uestionnaire:
.e 0ould li(e to (no0 the follo0ing infor$ation in res&ect of this &roduct for the sa(e of
&rocessing of $y re&ort" / assure you that' this infor$ation 0ill only 6e used for acade$ic
&ur&ose and 0e 0ill $aintain high confidentiality a6out this"
.here is the $ain office of Unilever BangladeshI
.hat is the econo$y rateI
.ho are the user of $en<s &roductI
.ho are the user of 0o$en<s &roductI
.hich techni8ues they use in &roductI
.hat are the features of the 6eauty &roductI
;o0 do you use fair and lovely crea$I
Does fair and lovely crea$ 0or(I
10 | P a g e
%.*.: Samp#ing 8#an:
%.*.:.% 8opu#ation:
!ore than 10'000
%.*.:.) Samp#e .#ement;nit: 20
%.*.:.' Samp#e 4rame:
)hair$an
2inance director
-u&&ly chain director
;u$an resource director
)usto$er develo&$ent director
Brand 6uilding director
J$&loyees
.or(ers
)onsu$er
*etailer
%.*.:.( Samp#e Size:
The sa$&le si#e ta(en 6y us to study the o6>ective 0as ,0 consu$ers to the 2airness )rea$"
/n order to divide the consu$ers 0e used the si$&le rando$ $ethod"
%.*.:.* 8rocessing and ana#"zing the co##ected data:
%nalysis of the data 0as very carefully done" !oreover' it too( $any days to analysis the
data collected" % nu$6er of ta6les are &re&ared to 6ring out the $ain characteristic of the
data" /n order to &resent the analy#ed data in a &ro&er $anner follo0ing tools 0ere used"


4air & ,o0e#" : 8roduct ,ines
11 | P a g e
1100
900
1500
0
500
1000
1500
2000
2500
3000
3500
4000
Total Skincare Market
Fair & Lovel !t"er Fairne## $rea%# &e#t o' Skin care Pro()ct#

2air & 3ovely + %nti !ar(s 2or Ble$ish+less 2air -(in
2air & 3ovely + %yurvedic Balance

2air & 3ovely + !ulti Kvita$in for clear fair s(in
2ai r & 3ovel y + !a7 2ai r nes s 2or !en
2ai r & 3ovel y + !a7 2ai r nes s 2ace 0as h 2or !en

Tota# Skin 2are Market:
%.: ,imitations:
12 | P a g e
Time ,imitation:
3ong ter$ use of a crea$ containing clo6etasol $ay lead to &a&er thin' easily 6ruised s(in'
hy&ertension' elevated 6lood sugar' and stretch $ar(s"
3orking 2apabi#ities:
2air and lovely 0or(s" But you have to use it regularly to (no0 the results" .hen you use it
you 0ill 6e a6le to see the result a&&arently" But your s(in goes 6ac( to nor$al shade 0hen
you 0ash it off"
(4art+2)

13 | P a g e
Avervie0 Af The )o$&any
).% 8rofi#e:
T"pe of business:
2ast !oving )onsu$er Eoods )o$&any 0ith local $anufacturing facilities' re&orting to
regional 6usiness grou&s for innovation and 6usiness results"
1perations: ;o$e and 4ersonal )are' 2oods
2onstitution: Unilever + ,0"?5F shares' Eovern$ent of Bangladesh + :B"25F
8roduct
categories: ;ousehold )are' 2a6ric )leaning' -(in )leansing' -(in )are' Aral )are' ;air
)are' 4ersonal Eroo$ing' Tea 6ased Beverages"
Brands: .heel' 3u7' 3ife6uoy' 2air & 3ovely' 4ondHs' )lose U&' -unsil(' Taa#a' 4e&sodent'
)lear' Di$' -urf J7cel' *e7ona' Dove' Daseline & 3a($e"
Manufacturing
4aci#ities: The )o$&any has a -oa& !anufacturing factory and a 4ersonal 4roducts 2actory
located in )hittagong" Besides these' there is a tea &ac(aging o&eration in )hittagong and
three $anufacturing units in Dha(a' 0hich are o0ned and run 6y third &arties e7clusively
dedicated to Unilever Bangladesh"
.mp#o"ees: Unilever A&erations in Bangladesh &rovide e$&loy$ent to over 10'000 &eo&le
directly and through its dedicated su&&liers' distri6utors and service &roviders" BB"5F of UB3
e$&loyees are locals and they have e8ual nu$6er of Bangladeshis 0or(ing a6road in other
Unilever co$&anies as e7&atriates
Mr. <amran Bakr
)hair$an and !anaging Director
Dr. 6akesh Mohan
)hair$an of Unilever !alaysia & -inga&ore and !anaging Director of Unilever !alaysia &
-inga&ore
14 | P a g e
Mr. Mizanur 6ashid
Director of )usto$er Develo&$ent
Main 1ffice:
L= To0er 4lot 2 *oad @ Eulshan 1 ' Dha(a ' ' 1212 ' Bangladesh
000"unilever"co$"6d 4hone: @@0 2 B@@@52
).) Mission:
UnileverHs $ission is to add Ditality to life" They $eet everyday needs for nutritionM hygiene
and &ersonal care 0ith 6rands that hel& &eo&le feel good' loo( good and get $ore out of life"
).' =$S$1>:
To $a(e cleanliness a co$$on&laceM to lessen 0or( for 0o$enM to foster health and
contri6ute to &ersonal attractiveness' in order that life $ay 6e $ore en>oya6le and re0arding
for the &eo&le 0ho use the &roducts"
).( ?oa#s:
To $anufacture high+standard &roducts"
4ro$oting &roducts to the highest e7tent
4roducing large volu$e to achieve &roduction cost econo$ies"
Jna6ling 8uality &roducts to 6e sold out at o6taina6le &rices*
).* 1rganogram:
).: S31T Ana#"sis of 4air & ,o0e#"
Strengths:
;igh a0areness level"
15 | P a g e
)hair$an & !anaging
Director
)hair$an & !anaging
Director
Director
Brands &
Develo&$ent
Director
Brands &
Develo&$ent
Director
)usto$er
Develo&$ent
Director
)usto$er
Develo&$ent
Director
-u&&ly
)hain
Director
-u&&ly
)hain
Director
;u$an
*esource
Director
;u$an
*esource
Director
2inance
Director
2inance
Distri6ution 3evel of UB3 $a(es it easily availa6le in any retail sho&' cos$etic
outlets' che$ist sho&s etc"
/nnovative 4ro$otion 4attern"
!ost trusted 6rand for young 0o$en in Bangladesh"
!ore than 50 &er cent &eo&le &refer 12air & 3ovely5 over any other 6rand"
.orldHs first and largest 2airness crea$ 6rand"
4resent in 0 countries"
3eakness:
)hun( of &roducts 0ere launched' $ost of the$ re$ained un&o&ular"
Decline in $ar(et share fro$ B0F to 5:F"
/na6ility to attract &re$iu$ seg$ent"
/nade8uate &ro$otion of !en<s crea$"
1pportunities:
;uge unta&&ed $ar(et around the 0orld"
!en fairness $ar(et is gro0ing at a rate of 25F every year"
Threats:
There are several e7isting co$&etitors in the $ar(et 0ith the sa$e &roduct category"
The 6rand has had its share of negative &u6licity' 0ith 0o$en<s grou& scalling the ad
regressive"
J$a$i<s 2air %nd ;andso$e has 6een gro0ing at al$ost 5 &er cent one a year+on+
year 6asis"
Jntrance of foreign co$&anies in Bangladeshi $ar(et 0ith 6etter s(ills and efficacy
to 6eat the do$estic &layers"
The consu$ers off late are inclined to0ards &re$iu$i#ation' 0hich is 0hy the focus
is on this seg$ent" By and large consu$ers are averse to ta(ing chances 0ith &roducts
&erceived to 6e lo0 in value 0hen it co$es to &ersonal care' say analysts" That is
also contri6uting to this trend of &re$iu$i#ation"
).@ Marketing Mi/:
8roduct:
2air & 3ovely + %nti !ar(s 2or Ble$ish+less 2air -(in
2air & 3ovely + %yurvedic Balance

2air & 3ovely + !ulti Kvita$in for clear fair s(in
16 | P a g e
2ai r & 3ovel y + !a7 2ai r nes s 2or !en
2ai r & 3ovel y + !a7 2ai r nes s 2ace 0as h 2or !en
8rice:
%fforda6ility is deter$ined 6y t0o factors
/nco$e of the consu$er
4rice of the &roduct & services
4actors inf#uencing the price:
/nternal 2actors+)ost' 4ricing A6>ective
Jternal 2actors+)usto$er' -u&&liers' )o$&etitors
8ricing 1b5ecti0es:
-urvival
!ar(et share
8ricing Methods:
!ar(+u& &ricing
4roduct line &ricing
4ro$otional &ricing
8roducts )* grams *& grams %&& grams
Mu#ti A =itamin T(" :0 T(" ?0 T(" 1:0
Anti Marks T(" 0 T(" @0 T(" 150
Ma/ 4airness T(" 0 T(" B0 T(" 1,0
A"ur0edic T(" :5 T(" @0 T(" 150
8#ace:
There are ?00000 outlets
1:5000 are directly covered in ur6an areas
150000 are directly covered in rural areas
150000 coverage through &ollydut (local agent)
17 | P a g e
8romotion:
During ,aunch 8hase A
Building efficacy and safety as it 0as the first 6rand that 0as offering real' tangi6le
fairness"
Then after the ,aunch 8hase A
/t 0as an era of ro$antic $ovies so 2air & 3ovely concentrated on 0o$en and
getting for the$ their drea$ $an' 0hich 0as considered an achieve$ent then" /n
addition' 2air & 3ovely concentrated on $arried 0o$en loo(ing to (ee& s&ar( alive
in the relationshi&"
Destin" 8hase B
This &hase is a6out achieving one<s drea$s and desires" The (ey co$$unications that
e&ito$i#es this &hase are %irhostess ad' co$$entary ad and the %yurveda ad"
T"D" 4ro$otion : 2air & 3ovely al0ays casts co$$on faces so that &eo&le are a6le to
relate 0ith the$ and their achieve$ents see$ realistic"
18 | P a g e
(4art+:)
Marketing definition:
19 | P a g e
Theoretical %s&ects
!ar(eting is the &rocess of co$$unicating the value of a &roduct or service to custo$ers' for
the &ur&ose of selling that &roduct or service"
Marketing mi/:
The easiest 0ay to understand the $ain as&ects of $ar(eting is through its $ore fa$ous
synony$ of N4s of !ar(etingN" The classification of four 4s of $ar(eting 0as first
introduced and suggested 6y !c)arthy (1B,0)' and includes $ar(eting strategies of &roduct'
&rice' &lace$ent and &ro$otion" The follo0ing diagra$ is hel&ful in deter$ining the $ain
ingredients of the four 4s in a $ar(eting $i7"
20 | P a g e
(4art+)
*. Ma5or 4indings:
ShopperCs perception
;ere the 8uestion a6out Eender

21 | P a g e
%nalysis and 2indings
f D
Ma#e 12 0"0
4ema#e 1@ ,0"0
Tota# :0 100"0
/ found that 0F of our custo$ers are $ale and ,0F are fe$ale"
;ere the 8uestion a6out %ge

f D
%EA'& "ears : 10"0
'%A(& "ears 1 ,"?
Abo0e (& Fears 1: :":
Tota# :0 100"0
/ found that ,"?F custo$er<s age is 6et0een :1+0 years"

;ere the 8uestion a6out the sho&&ers Accu&ation
f D
Business 10 ::":
Ser0ice +o#der 1: :":
1thers ? 2:":
Tota# :0 100"0
/ found that $ost of the custo$ers are service holders and their a$ount is :":F"
;ere the 8uestion a6out the $onthly !onthly /nco$e of the sho&&ers"
f D
Be#o- %&,&&& 2 ,"?
%&,&&&A )&,&&& @ 2,"?
)%,&&&A '&,&&& 10 ::":
22 | P a g e
Abo0e '&,&&& 10 ::":


;ere the 8uestion a6out the nu$6er of Unilever<s Brand *ecognition
>umber of Brands f D
*A%& , 20"0
%%A%* 2 @0"0
Tota# :0 100"0
The ta6le sho0s that @0"0F of the res&ondents can recogni#e the 11 to 15 Unilever<s 6rand
na$e" /t $eans that the 6rand a0areness of the Unilever<s 6rands are high and $ost of the
res&ondents can recogni#e 11 to 15 UB3 6rand na$e"
(4art+,)
23 | P a g e
*eco$$endation
6.21MM.>DAT$1>:
Though )usto$er Develo&$ent De&art$ent ()D) and its field force are very 0ell organi#ed
and active 6ut / thin( they should give $ore i$&ortance a6out the follo0ing $atters"
$mportance on more 0isibi#it":
)D tea$ should give $ore i$&ortance on visi6ility" They should choose $ore
colorful shelf tal(er' 6ill6oard etc" and dis&lay all the &roducts $ore attractive 0ays
so that sho&&ers can easily notice the &roduct and feel encourage to 6uy the &roducts"
24 | P a g e
?i0e more promotiona# offer to the retai#ers and shoppers:
To encourage sho&&ers )D De&art$ent should give $ore &ro$otional offer to the
sho&&ers li(e $ore free gifts and for the retailers they can give $ore incentives" They
can also arrange different &rogra$s for their loyal retailers"
2hange the date o0er or damaged products :
Unilever never change their da$aged &roducts or date over &roducts" -o$eti$es
retailers are co$&laints 6ut they don<t ta(e any action" They should change this
&olicy"
4ocus on their products de#i0er" timing :
-o$eti$es delivery sales re&resentative cannot reach to the $ar(et on ti$e" That<s
0hy retailers couldn<t ta(e all the &roducts according to the order" The reason 6ehind
is co$&etitors sales re&resentative co$es early 0hich hel&s the$ to get $ore orders
for the &roducts"
.0ent based promotion:
UB3 can arrange s&ecial &ro$otion in different events li(e Jid' =e0 9ear and other
seasonal events" /t is not that they have to $a(e an e7&ensive &ro$otionM they can
(ee& it si$&le li(e giving free grocery or non+6randed ite$s 0ith any UB3 &roduct
de&ending on the the$e of the event"
Training program for retai#ers:
UB3 can organi#e s&ecial training &rogra$ for the retailers 0here they 0ill 6e given
training on ho0 to deal 0ith custo$ers' $aintain long ter$ relationshi& 0ith the$'
retail $anage$ent' $ar(eting of &roduct etc"
Arrangement of Specia# .0ents:
UB3 can organi#e s&ecial events for the retailers li(e outing or &icnic or arrange$ents
of s&orts" This 0ill 0or( as a $otivation for the$"
(4art+?)
25 | P a g e
)onclusion
2onc#usion:
Unilever Bangladesh (UB3) is the leading 2ast !oving )onsu$er Eoods )o$&any in
Bangladesh 0ith a heritage of 50 years and &roducts that are &resent in B@F of Bangladeshi
household"
UB3 started its >ourney in Bangladesh 0ith the &roduction of soa&s in its factory in
Galurghat' )hittagong" Aver the years the co$&any introduced $any afforda6le 6rands
0hich 0on the hearts of Bangladeshis all across the country" Today 0e are &resent 0ith our
6rands in al$ost every household of the country"
26 | P a g e
UB3 is the $ar(et leader in ? of the @ categories it o&erates in' 0ith 20 6rands s&anning
across ;o$e and 4ersonal )are and 2oods"
/ts o&erations &rovide e$&loy$ent to over 10'000 &eo&le directly and indirectly through its
dedicated su&&liers' distri6utors and service &roviders" BB"@F of UB3 e$&loyees are locals
0ith a large nu$6er of local UB3 e$&loyees no0 0or(ing a6road in other Unilever
co$&anies as e7&atriates"
(4art+@)
27 | P a g e
Bib#iograph":
htt&://000"0i(i&edia"org/0i(i/Unilever
htt&://000"unilever"co$/
htt&://000"unilever"co$"6d/
htt&://000"fundinguniverse"co$/co$&any+histories/Unilever+)o$&any+;istory"ht$l
htt&://000"sa&"co$/u(/a6out/unilever"e&7
htt&://000"unilever"co$/a6outus/ourhistory/
htt&://000"ne0int"org/issue1?2/si$&ly"ht$
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Bi6liogra&hy
htt&://000"retaildoc"co$/$edia/free+articles"ht$
htt&://000"indianretailforu$"co$/
(4art K B)

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%&&endi7
Appendi/:
9uestionnaire for Shoppers
=a$e: Eender:
Accu&ation: %ge:
!onthly household inco$e (a&&ro7):
;o0 $any UB3 6rands can you na$eI
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOO"
;o0 do you (no0 a6out UB3 &roductsI (*an( accordingly 0here 1 is the highest
ran(ing)"
a) Through TD advertise$ents
6) Through 6ill6oards
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c) The retailer infor$s $e
d) Through &osters or other 4A- $aterials in the outlet
e) Athers OOOOOOO""
.hat i$&acts you the $ost in ter$s of $a(ing a &urchase decision of a &roductI
(*an( accordingly 0here 1 is the highest ran(ing)
a) The 6rand na$e
6) The availa6ility of the &roduct every0here and every ti$e you need
c) 4ricing
d) %ttractive &ac(aging
e) %ttractive 0ay of dis&lay in the outlet
.hat stri(es you the $ost a6out UB3 &roducts 0hen you enter an outletI (*an(
accordingly 0here 1 is the highest ran(ing)
a) The &roduct is &laced in the $ost attractive &lace
6) The &roduct dis&lay is very eye+catching
c) The retailers reco$$end you Unilever &roducts $ore than others
d) Unilever &roducts have $ore &ro$otional offers and you get to (no0 a6out the$
instantly
e) Athers
4lease choose your 6est o&tion for the follo0ing state$ents :
Strong
#"
disagr
ee
Disa
gree
>eutra# Agree Strong#"
Agree
a! Unilever $aintains a si$ilarity
a$ong its TD ads' 6ill6oard ads
1 2 : 5
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and dis&lay of &articular
&roducts in the outlets
b! The retailer al0ays infor$s $e
a6out the ne0 &ro$otions and
ne0 &roduct arrivals
1 2 : 5
c! Unilever &roducts are the $ost
eye+catching after entering an
outlet
1 2 : 5
d! Unilever &roducts are al0ays
availa6le in all the outlets
1 2 : 5
e! / thin( nicely dis&layed &roducts
influence $e in $a(ing a
&urchase decision
1 2 : 5
f! / thin( the sho& sign hel&s to
re$ind $e of a &articular 6rand
1 2 : 5
)an you na$e a 6rand of 0hich you have seen fantastic dis&lay in the outlets latelyI
( 2air & lovely/ )lose+U&/ 3u7/ Di$)
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
/f you do not find a Unilever 6rand in the outlet 0ould you s0itchI
a) /<ll definitely s0itch 6rand
6) /<ll loo( for $y 6rand in another outlet
c) /<ll 0ait for a day or t0o for the &roduct to arrive
d) AthersOOOOOOO"
Jven if not on your sho&&ing list' 0ould you 6uy a &roduct if it is dis&layed nicely
infront of youI

a) 9es' /<ll
6) =o' /<ll not' /<ll strongly stic( to $y list
c) The &roduct 0ill re$ind $e that / $ight need it in near future' hence /<ll 6uy it
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d) AthersOOOOOOO"
Thank "ou

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