CHAPTER 1

INTRODUCTION TO THE STUDY

1.1 INTRODUCTION TO THE PROJECT REPORT

1.2 INTRODUCTION TO THE STUDY
1.3 SCOPE OF THE STUDY
1.4 METHODOLOGY OF THE STUDY
1.5 CONSUMER PERCEPTION

INTRODUCTION TO THE PROJECT

REPORT
Marketing is a complex as well as composite process in a society by which the demand structure for
economic goods and service is to estimated intelligently and also anticipated or enlarged and satisfied through
conception, promotion, exchange and physical distribution to satisfy the needs, desires and wants of the
consumers or the market places.
A product is a main factor for every marketing program. When products plan or product ideas
shares, the marketing programs starts and marketing programs ends when consumer needs or desires are to be
satisfied. The customer is the controlling factor around which the entire marketing activities are revolving.
Beginning and end of the marketing management is marketing research.

Marketing research involves

knowing more about the ultimate consumer and the dealer and also about the marketing mix in every market.
As because of increase in consumers business grows larger and for the effective control of growing
commerce and business management should be adequately developed and it should solve the managerial as
well as marketing problem by using managerial tools and decisions based on scientific investigation and
analysis of marketing problems.

In olden days production was very less, at that time consumer has to reach for the products for
satisfying their needs. As because of industrialisation today it becomes difficult for a producer to sell his
product in the market. Because of increase in competition, substitutes etc., it is very difficult to find a
customer for this product, it led to creation of customers in the market. Industrialisation put a turning point
to the marketers process and programs so effective marketing. Management becomes very essential for the
manufacture to retain in the market.

INTRODUCTION TO THE STUDY

This project report has aimed at giving detailed report of Marketing analysis of Surf Excel washing
powder. From the necessary primary as well as secondary data collected within the span of time available,
analysis and interpretation have made and conclusion has drawn on the subject. This project report gives
analysis of survey findings, methodology adopted and observations made in the improvements of the product
from the general point of view.

Decisions regarding marketing mix namely; Product, Price, Promotion and Distribution are made on
the basis of market research reports. Such reports will help to decide different prices such reports may help
the marketer to adopt a particular strategy so as to get the maximum profit in the available marketing
conditions.

1.1 SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is
all pervasive in our lives, psychologists do not agree on how learning takes place. How individual learn is a
matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They
want consumers to learn about their products, product attributes, potential consumers benefit, how to use,
maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers
needs, but the marketers objectives.
The scope of my interest restricts itself to the study of consumer behaviour towards surf excel
detergent powder. There are many other brands of detergent powder available but my study is limited to
major players of washing powder leaving behind the others. The scope of my study is also restricts itself to
Chembur only.

1.2 OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behaviour towards Nestle and
Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level associated with the product and
the customer preference level.
To increase customer satisfaction and recapture the market share by fulfilling the customer needs.
To study the factors affecting the consumption pattern.
To know about which factors of Surf Excel washing powder products affecting both consumers and
dealers.

1.3 LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project.
The main limitations are as follows:
Due to limitation of time only few people were selected for the study. So the sample of consumers was
not enough to generalize the findings of the study.
The main source of data for the study was primary data with the help of self-administered
questionnaires. Hence, the chances of unbiased information are less.
People were hesitant to disclose the true facts.
The chance of biased response cant be eliminated though all necessary steps were taken to avoid the
same.

1.4 METHODOLOGY OF DATA

COLLECTION
The data, which is collected for the purpose of study, is divided into two bases:
Primary Source:
The Primary data comprises information survey of Study of Consumer Behaviour towards Nestle and
Cadbury Chocolates. The data has been collected directly from respondent with the help of structured
questionnaires.

Secondary Source:
The Secondary data was collected from Internet References.

Data Analysis:
The data is analysed on the basis of suitable tables by using mathematical techniques. The technique
that I have used is bar technique.

1.5 CONSUMER BEHAVOIUR

The term consumer behaviour is defined as the behaviour that consumer display in searching for,
purchasing using, evaluating and disposing of products and services that they expect will satisfy their
needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources
(time, money, effort) on consumption-related items that includes what they buy, why they buy, when they buy
it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase and
the impact of such evaluations on future purchases, and how they dispose of it.
Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use
to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society. It blends from psychology, sociology, social anthropology,
marketing and economics. It attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behaviour. It studies characteristics of
individual consumers such as demographics and behavioural 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 behaviour study is based on consumer buying behaviour, with the customer playing the three
distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict,

even for experts in the field. Relationship marketing is an influential asset for customer behaviour 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, personalisation, customisation and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows possibility theorem is used
for a social function, social welfare function is achieved. Some specifications of the social functions are
decisiveness, neutrality, anonymity, monotonicity,unanimity, homogeneity and weak and strong Pareto
optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most
important characteristic of a social function is identification of the interactive effect of alternatives and
creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that
in mind the productive system is considered from its beginning at the production level, to the end of the cycle,
the consumer.
Two different kinds of consuming entities: the personal consumer and the organizational consumer.
Personal Consumer

Buys goods and services for his or her own use, for the use of the household or as a
gift for a friend. The products are bought for final use by individuals, who are referred to as end users or
ultimate consumers.
Organizational Consumer

Includes profit and non-profit businesses, government agencies (local, state,

national) and institutional (e.g. schools, hospitals, and prisons), all of which buy products, equipment, and
services in order to run their organizations.
MARKETING CONCEPT, A BUSINESS ORIENTATION:
The field of consumer behaviour is rooted in the marketing concept, a business orientation that evolved in

the 1950s through several alternative approaches toward doing business referred to respectively: 1) The Production Concept.
2) The Product Concept.
3) The Selling Concept.
4) The Marketing Concept.

5) The Societal Marketing Concept.

1) THE PRODUCTION CONCEPT:

The production concept assumes that consumers are mostly interested in product availability at low
prices; its implicit marketing objectives are cheap, efficient product and intensive distribution.
It makes sense when consumer are more interested in buying whats available rather than wait for
what they really want.
The main objective is to expand the market.

2) THE PRODUCT CONCEPT:

The product concept assumes that consumers will buy the product that offers them the highest quality,
the best performance, and the most features.
It ensures the company to improve the quality of its product and add new features.
The product concept often leads to marketing myopia that is focusing on the product rather than the
customer needs.

3) THE SELLING CONCEPT:

The assumption of the selling concept is that consumers are unlikely to buy the product unless they are
aggressively persuaded to do so mostly through hard sell approach.
The problem in this concept is that it fails to satisfy a customer.
Promotion can be done through advertisement, sales promotion and public relation.
Today the selling concept is utilize be marketers of unsought products that is which people are not
willing to buy it (such as life insurance).

4) THE MARKETING CONCEPT:

It started in 1950s when some marketers realized we can sell more products by determining what
consumer would buy.
Consumer need and wants became the firms primary focus.
The marketers should made product what t can sell, instead of what it has made.

STARTING POINT FOCUS MEANS ENDS

SELLING CONCEPT

Factory Product Selling & Promotion Profit through sale volume

MARKETING CONCEPT

Market Needs Marketing Profit via customer satisfaction

5) THE SOCIETAL MARKETING CONCEPT:

Developing that product which benefits the society. Doing marketing in such a way that it helps you in
increasing your production & also giving benefits to society.
The organization should determine the needs, wants and interest of target markets and deliver the
desired satisfaction more effectively and efficiently then do competitors in a way that maintains or
improves the customers and societys well being

IMPLEMENTING THE MARKETING CONCEPT:

To identify unsatisfied consumer need, companies had to engage in extensive marketing research. The
marketing concept underscored the importance of consumer research.
The strategic tools that are used to implement the marketing concept include segmentation, targeting,
positioning and the marketing mix.

THE ROLE OF CONSUMER RESEARCH:

Consumer research describes the process and tools used to study consumer behaviour.
Two theoretical perspectives that guides the development of consumer research: Positive Approach it tend to be objective and empirical, to seek caused for behaviour, and to conduct
research studies that can be generalized to larger population.
Interpretivists the research done by Interpretivists, on the other hand tends to be qualitative and
based on small samples.

SEGMENTATION, TARGETING, AND POSITIONING:

MARKET SEGMENTATION:
Dividing a market into distinct groups of buyers with different needs, characteristics or behaviour who
might require separate products or marketing mixes.
Market consists of buyers and, buyers differ in one or more ways. They may differ in their wants,
resources, locations, buying attitudes, and buying practices.
MARKET POSITIONING:

Formulating competitive positioning for a product and a detailed marketing mix. Developing a distinct
image for the product or service in the mind of the consumer, that will differentiate with the
competitors.

MARKET TARGETING:

The process of evaluating each market segments attractiveness and selecting one or more segments to
enter.

MARKETING MIX:
The marketing mix consists of a companys service and/or product offerings to consumers and the
methods and tools it selects to accomplish the exchange. The marketing mix consists of four elements:
1) The product or service that is the features, designs, brands, and packaging offered, along with post

purchase benefits such as warranties and return policies.

2) The price the list price, including discounts, allowances, and payment methods.
3) The place the distribution of the product or service through specific store and non store outlets.
4) Promotion The advertising, sales promotion, public relations, ad sales efforts designed to build

awareness of and demand for the product or service.

CUSTOMER VALUE, SATISFACTION, AND RETENTION:

Savvy marketers today realize that in order to outperform competitors they must achieve the full profit
potential from each and every customer. The three drivers of successful relationship between marketers
and customers are customer value, high levels of customer satisfaction, and building a structure for
customer retention.

1) PROVIDING CUSTOMER VALUE:

Customer value is defined as the ratio between the customers perceived benefits (economic, functional
and psychological) and the resources (monetary, time, effort, psychological) used to obtain those
benefits. Perceived value is relative and subjective.
Example: McDonalds Corporation to deliver the companys four core standards; quality, service,
cleanliness, and value.

2) CUSTOMER SATISFACTION:

Customer satisfaction is the individuals perception of the performance of the product or service in
relation to his or her expectations.
The linked levels of customer satisfaction with customer behaviour identified several types of
customers: Loyalists- Who keeps purchasing, they are satisfied completely.
Apostles-Whose experiences exceed their expectations and who provide very positive word of mouth
about the company to others.
Defectors-Who feel neutral or merely satisfied and are likely to stop doing business with the
company.
Terrorists-Who have had negative experiences with the company and who spread negative word of
mouth.
Hostages-Who are unhappy customers who stay with the company because of a non plastic
environment or low prices and who are difficult and costly to deal with because of their frequent
complaints?
Mercenaries-Who are very satisfied customers but who have no real loyalty to the company and may
defect because of a lower price elsewhere or on impulse, defying the satisfaction-loyalty rationale.
The researches purpose that companies should strive to create apostles, raise the satisfaction of
defectors and turn them in to loyalist avoid having terrorists or hostages and reduce the number of
mercenaries.

3) CUSTOMER RETENTION:

Customer retention makes it in the best interest of customers to stay with the company rather than
switch to another firm.

 Loyal customers buy more products.

Loyal customers are less prices sensitive and pay less attention to competitors advertising.
Servicing existing customers, who are familiar with the firms offerings and processes, is cheaper.
Loyal customers spread positive word of mouth and refer other customer.

Customer profitability-focused marketing tracks costs and revenues of individual customers ad then
categorizes them into tiers based on consumption behaviours that are specific to the companys
offerings.
Recent Study advocates using customer pyramid where customers are grouped in 4 ties:
1) The Platinum Ties Includes heavy users who are not price sensitive and who are willing to try new

offerings.
2) The Gold Tier It consists of customers who are heavy user but not as profitable because they are

more price sensitive than those in the higher ties. Ask for discount and buy from several providers.
3) The Iron Tier It consists of customers whose spending volume ad profitability do no merit special

treatment from the company.

4) The Lead Tier It includes customers who actually cost the company money because they claim

more attention than is merited by their spending.

MARKETING ETHICS & SOCIAL RESPONSIBILITY:

The societal marketing concept It is very important components of organizational effectiveness. It

helps us to build good image and also increase in sales. The converse is also true Perceptions of a
companys lack of social responsibility or unethical marketing strategies negatively effect consumer
purchase decision.

CONSUMER BEHAVIOUR & DECISION MAKING ARE INTERDISCIPLINARY:

Consumer Behaviour was a new field in the mid of late 1960, because the marketing theorists
borrowed the concepts from other scientific disciplinary that is :Psychology -The study of the individual,
Sociology-The study of groups,

Social Psychology-The study of how an individual operates in groups,

Anthropology- The influence of society on the individual, and
Economics -To form the basis of the new marketing discipline.
Many Early theory based on economic theory on the notion that individuals are rationally to maximize
their benefits.
A SIMPLIFIED MODEL OF CONSUMER DECISION MAKING:

The process of consumer decision making can be viewed as three distinct but interlocking stages: the
input stage, the process stage, and the output stage.

The Input Stage Influences the consumers recognition of a product need and consists of two

major sources of information, the firms marketing efforts (the product itself, its price, its promotion
and where it is sold) and the external sociological influences on the consumers.
The Process Stage It is the model focuses on how consumers make decisions. The psychological
factors inherent in each individual.
The Output Stage It is the consumer decision making model consists of two closely related post
decision activities.

CHAPTER 2
INTRODUCTION TO DETERGENT AND COMPANY
PROFILE
2.1
2.2
2.3
2.4

HISTORY
HISTORY
HISTORY
HISTORY

OF
OF
OF
OF

SOAP MAKING
DETERGENT
DETERGENT MAKING
WASHING POWDER

HISTORY OF SOAP MAKING

Soap making was an established craft in Europe by the seventh century. Soap maker guilds guarded their
trade secrets closely. Vegetable and animal oils were used with ashes of plants, along with fragrance.
Gradually more varieties of soap became available for shaving and shampooing, as well as bathing and
laundering.
Italy, Spain and France were early centres of soap manufacturing, due to their ready supply of raw
materials such as oil from olive trees. The English began making soap during the 12th century. The soap
business was so good that in 1622, King James I granted a monopoly to a soap maker for $100,000 a year.
Well into the 19th century, soap was heavily taxed as a luxury item in several countries. When the high tax
was removed, soap became available to ordinary people, and cleanliness standards improved.
Commercial soap making in the American colonies began in 1608 with the arrival of several soap makers on
the second ship from England to reach Jamestown, VA. However, for many years, soap making stayed
essentially a household chore. Eventually, professional soap makers began regularly collecting waste fats from
households, in exchange for some soap.
A major step toward large-scale commercial soap making occurred in 1791 when a French chemist, Nicholas
Leblanc, patented a process for making soda ash, or sodium carbonate, from common salt. Soda ash is the
alkali obtained from ashes that combines with fat to form soap. The Leblanc process yielded quantities of
good quality, inexpensive soda ash.

The science of modern soap making was boom some 20 years later with the discovery by Michel Eugene
Chevreul, another French chemist, of the chemical nature and relationship of fats, glycerine and fatty acids.
His studies established the basis for both fat and soap chemistry.
Also important to the advancement of soap technology was the mid-1800s invention by the Belgian chemist,

Ernest Solvay, of the ammonia process, which also used common table salt, or sodium chloride, to make soda
ash. Solvay's process further reduced the cost of obtaining this alkali, and increased both the quality and
quantity of the soda ash available for manufacturing soap.

These scientific discoveries, together with the development of power to operate factories, made soapmaking
one of America's fastest-growing industries by 1850. At the same time, its broad availability changed soap
from a luxury item to an everyday necessity. With this widespread use came the development of milder soaps
for bathing and soaps for use in the washing machines that were available to consumers by the turn of the
century.

HISTORY OF DETERGENT
The origins of personal cleanliness date back to prehistoric times. Since water is essential for life,
the earliest people lived near water and knew something about its cleansing properties - at least that it rinsed
mud off their hands.
A soap-like material found in clay cylinders during the excavation of ancient Babylon is evidence that soap
making was known as early as 2800 B.C. Inscriptions on the cylinders say that fats were boiled with ashes,
which is a method of making soap, but do not refer to the purpose of the "soap." Such materials were later
used as hair styling aids.
Records show that ancient Egyptians bathed regularly. The Ebers Papyrus, a medical document from
about 1500 B.C., describes combining animal and vegetable oils with alkaline salts to form a soap-like
material used for treating skin diseases, as well as for washing
At about the same time, Moses gave the Israelites detailed laws governing personal cleanliness. He
also related cleanliness to health and religious purification. Biblical accounts suggest that the Israelites knew
that mixing ashes and oil produced a kind of hairgel.

The early Greeks bathed for aesthetic reasons and apparently did not use soap. Instead, they cleaned
their bodies with blocks of clay, sand, pumice and ashes, then anointed themselves with oil, and scraped off
the oil and dirt with a metal instrument known as a strigil. They also used oil with ashes. Clothes were washed

without soap in streams.

Soap got its name, according to an ancient Roman legend, from Mount Sapo, where animals were
sacrificed. Rain washed a mixture of melted animal fat, or tallow, and wood ashes down into the clay soil
along the Tiber River. Women found that this clay mixture made their wash cleaner with much less effort.

The ancient Germans and Gauls are also credited with discovering a substance called soap, made of tallow
and ashes that they used to tint their hair red.
As Roman civilization advanced, so did bathing. The first of the famous Roman baths, supplied with water
from their aqueducts, was built about 312 B.C. The baths were luxurious, and bathing became very popular.
By the second century A.D., the Greek physician, Galen, recommended soap for both medicinal and cleansing
purposes.

After the fall of Rome in 467 A.D. and the resulting decline in bathing habits, much of Europe felt the
impact of filth upon public health. This lack of personal cleanliness and related unsanitary living conditions
contributed heavily to the great plagues of the middle Ages, and especially to the Black Death of the 14th
century. It wasn't until the 17th century that cleanliness and bathing started to come back into fashion in much
of Europe. Still there were areas of the medieval world where personal cleanliness remained important. Daily
bathing was a common custom in Japan during the middle Ages. And in Iceland, pools warmed with water
from hot springs were popular gathering places on Saturday evenings.

HISTORY OF DETERGENT MAKING

The chemistry of soap manufacturing stayed essentially the same until 1916, when the first
synthetic detergent was developed in Germany in response to a World War I-related shortage of fats for
making soap. Known today simply as detergents, synthetic detergents are non-soap washing and cleaning
products that are "synthesised" or put together chemically from a variety of raw materials. The discovery of
detergents was also driven by the need for a cleaning agent that, unlike soap, would not combine with the
mineral

salts

in

water

to

form

an

insoluble

substance

known

as

soap

curd.

Household detergent production in the United States began in the early 1930s, but did not really take off
until after World War II. The war-time interruption of fat and oil supplies as well as the military's need for a
cleaning agent that would work in mineral-rich sea water and in cold water had further stimulated research on
detergents.
The first detergents were used chiefly for hand dishwashing and fine fabric laundering. The breakthrough in
the development of detergents for all-purpose laundry uses came in 1946, when the first "built" detergent
(containing a surfactant/builder combination) was introduced in the U.S. The surfactant is a detergent
product's basic cleaning ingredient, while the builder helps the surfactant to work more efficiently. Phosphate
compounds used as builders in these detergents vastly improved performance, making them suitable for
cleaning heavily soiled laundry.

By 1953, sales of detergents in this country had surpassed those of soap. Now detergents have all
but replaced soap-based products for laundering, dishwashing and household cleaning. Detergents (alone or in
combination with soap) are also found in many of the bars and liquids used for personal cleansing.
Since those early achievements in detergent and builder chemistry, new product activity has continued
to focus on developing cleaning products that are efficient and easy to use, as well as safe for consumers and
for the environment. Here's a summary of some of those innovations:

1950s

Automatic dishwasher powders

Liquid laundry, hand dishwashing and all-purpose cleaning products
Fabric softeners (rinse-cycle added)
Detergent with oxygen bleach

1960s

Prewash soil and stain removers

Laundry powders with enzymes
Enzyme presoaks

1970s

Liquid hand soaps

Fabric softeners (sheets and wash-cycle added)
Multifunctional products (e.g., detergent with fabric softener)

1980s

Detergents for cooler water washing

Automatic dishwasher liquids
Concentrated laundry powders

1990s ]

Ultra (super concentrated) powder and liquid detergents

Ultra fabric softeners
Automatic dishwasher gels
Laundry and cleaning product refills

SURFACTANTS IN DETERGENTS

A detergent is an effective cleaning product because it contains one or more surfactants. Because of
their chemical makeup, the surfactants used in detergents can be engineered to perform well under a variety of
conditions. Such surfactants are less sensitive than soap to the hardness minerals in water and most will not
form a film.
Detergent surfactants were developed in response to a shortage of animal and vegetable fats and
oils during World War I and World War II. In addition, a substance that was resistant to hard water was needed
to make cleaning more effective. At that time, petroleum was found to be a plentiful source for the
manufacture of these surfactants. Today, detergent surfactants are made from a variety of petrochemicals

(derived from petroleum) and/or oleo chemicals (derived from fats and oils).

Petrochemicals and Oleo chemicals

Like the fatty acids used in soap making, both petroleum and fats and oils contain hydrocarbon chains
that are repelled by water but attracted to oil and grease in soils. These hydrocarbon chain sources are used to
make the water-hating end of the surfactant molecule.
Other Chemicals

Chemicals, such as sulphur trioxide, sulphuric acid and ethylene oxide, are used to produce the waterloving end of the surfactant molecule.

Alkalis

As in soap making, an alkali is used to make detergent surfactants. Sodium and potassium hydroxide
are the most common alkalis.

How Detergent Surfactants Are Made

Anionic Surfactants

The chemical reacts with hydrocarbons derived from petroleum or fats and oils to produce new acids similar
to fatty acids.
A second reaction adds an alkali to the new acids to produce one type of anionic surfactant molecule.

Non ionic Surfactants

Non ionic surfactant molecules are produced by first converting the hydrocarbon to an alcohol and then
reacting the fatty alcohol with ethylene oxide.

These non ionic surfactants can be reacted further with sulphur-containing acids to form another type of
anionic surfactant.
HOW SOAPS AND DETERGENTS WORK

These types of energy interact and should be in proper balance. Let's look at how they work together.
Let's assume we have oily, greasy soil on clothing. Water alone will not remove this soil. One important
reason is that oil and grease present in soil repel the water molecules.
Now let's add soap or detergent. The surfactant's water-hating end is repelled by water but attracted to the oil
in the soil. At the same time, the water-loving end is attracted to the water molecules.
These opposing forces loosen the soil and suspend it in the water. Warm or hot water helps dissolve grease and
oil in soil. Washing machine agitation or hand rubbing helps pull the soil free.

MANUFACTURING OF POWDER DETERGENTS

Powder detergents are produced by spray drying, agglomeration, dry mixing or combinations of these
methods.
In the spray drying process, dry and liquid ingredients are first combined into a slurry, or thick suspension, in
a tank called a crutcher
(1). The slurry is heated and then pumped to the top of a tower where it is sprayed through nozzles under high
pressure to produce small droplets. The droplets fall through a current of hot air, forming hollow granules as
they dry

(2). The dried granules are collected from the bottom of the spray tower where they are screened to achieve a
relatively uniform size
(3). After the granules have been cooled, heat sensitive ingredients that are not compatible with the spray
drying temperatures (such as bleach, enzymes and fragrance) are added
(4). Traditional spray drying produces relatively low density powders.
New technology has enabled the soap and detergent industry to reduce the air inside the granules
during spray drying to achieve higher densities. The higher density powders can be packed in much smaller
packages than were needed previously.

Agglomeration, which leads to higher density powders, consists of blending dry raw materials with
liquid ingredients. Helped by the presence of a liquid binder, rolling or shear mixing causes the ingredients to
collide and adhere to each other, forming larger particles.
Dry mixing or dry blending is used to blend dry raw materials. Small quantities of liquids may also be added.

PACKAGING
The final step in the manufacture of soaps and detergents is packaging. Bar soaps are either wrapped
or cartooned in single packs or multipacks. Detergents, including household cleaners, are packaged in cartons,

bottles, pouches, bags or cans. The selection of packaging materials and containers involves considerations of
product compatibility and stability, cost, package safety, solid waste impact, shelf appeal and ease of use.

HISTORY OF WASHING POWDER

Surf Mummy's best friend
Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years, Surf has
anticipated the changing washing needs of the Indian homemaker and constantly upgraded itself.
Surf Excel, India's largest selling compact detergent powder, in its newest avatar promises to tackle
the toughest stains without damaging the colour of the fabric. This is because only Surf Excel has smart
sensors that can differentiate stains from colours. Now you don't have to worry about tackling the really tough
stains, especially on your colour clothes anymore. 'Surf Excel Hai Na!'
For those who seek the Surf Excel clean in the front loaders, the specially designed low suds formulation Surf
Excelmatic promises to give just that - a superlative clean. Those preferring the modern and convenient way
to wash can rely on Surf Excel Liquid. The liquid form penetrates deep allowing great wash results. For the
really tough stains, you can apply the liquid directly on the body of stain (through a stain theatre) - you will
see tough stains being tackled with ease.

Exclusive detergent for front-loading washing machines

Hindustan Lever Limited (HLL) has re-launched its top of the line variant of Surf Excel, the Surf ExcelMatic
washing machine detergent, with an improved formulation.

A front loader specialist, Surf Excel Matic makes it easier to tackle the widest range of tough
stains in front loaders. Surf Excel Matic is designed to meet consumer expectations of top performance from
their front loading washing machines.
Ordinary detergents produce excessive lather, which cushions the impact of the tumble wash in
front loader washing machines. This can harm the machine, besides compromising on the quality of
compromising on the quality of cleaning.
New Surf ExcelMatic has a special low-lather formulation, specifically created for the tumble wash
technology of front loader. This allows clothes to tumble freely, squeezing out a range of tough stains. The
result is an excellent stain-free and gentle clean, significantly better than that of ordinary high-foaming
detergents.

New Surf ExcelMatic has been tested on all existing front loader machines in the country and has
been found to produce the best results. Siemens, the inventors of front loading (or tumble wash) technology
also recommend Surf ExcelMatic for front loaders.
Surf ExcelMatic is available at 1kg and 500 gm packs, priced at Rs 160 and Rs 85 respectively.

MARKETING MIX POLICY

The marketing mix is the interplay of 4 basic and inter related elements of a marketing
program the 4 Ps Product, price, promotion and physical distribution. They will be examined
one at a time, but its of primary importance that to realise that they are interdependent. A
change on one element usually brings on a change in the others. Prosper or chestrotion of
these elements is the key to a sound marketing programme.

a. Product mix policy of Hindustan Lever Limited:

One major management aspect involved in product policy is the decisions concerning
product mix. The product mix is one of the elements in product policy. This more important
now a days since most of the manufacturers are diversifying their products. The products
policy decisions are made of these different levels; products mix, product items and product
lines. These three in one elements make the product planning effective.

Product mix is the list of all products offered for sale by a company. The composite of products offered
for sale by a firm or a business unit. The product mix is three dimensioned, it has breadth, depth and
consistency. Breadth is measured by the number of variety of products manufactured by a single manufacture.
Depth refers to the assortment of sizes, colours and models offered with in each product line. Consistency
refers to the close relationship of various product lines either to their end use or to production requirements or
to distribution channels or to other variables.

Branding policy of Hindustan Lever Limited:

The term Brand is a comprehensive one. In one-way or the other, it includes more particularised
terms. A brad is a name, symbol or design or a combination of them, which is intended to identify the goods
or service of one seller or group of sellers and to differentiate them form those of competitors. A brand name
consists of words and letters. A brand mark is a part of the brand. It appears in the form of symbol or design.
The brand and trademark more or less synonymously are to be differentiated. A trademark is an identifying
mark that gives legal protection to a company. Hence all the products of that, if it is so desires, will go with
the same trade mark. It is for the customers to identify the company for its good will.

The entire products manufactured by the Hindustan lever will have the brand name printed and also
covered about the stickers of the product.

Because of the popularity of the Hindustan Lever brand name it easy for the agent to market the
product without much difficulty. It is also advantage on part of the consumers to purchase Surf Excel
Washing powder without any suspects about the quality of the products.

Packaging policy of Hindustan lever limited:

A good package is the representation of the artistic combination of the designers creative skills and
the product and marketing and sales knowledge of the manufacture management team. The development of
technicians, the advertising man, the marketing expert, the sales department and the top management. At
time, it may include in the team of the use of packaging committee and packaging directions, the role of
independent designer and delegation of market research in the solution of the packaging problems.

Packaging is general group of activities in product planning, which involve designing and producing
the container or wrapper for a product packaging is a brand activity that requires careful consideration by the
management.

The potentialities of packaging especially in the field of demand creation have been widely accepted
now. It is often remarked as a silent salesman. This is perfectly so because of its advertising appeal,
identifying power and intrinsic value.

b. Pricing policy of Hindustan lever limited:

One of the most important and critical areas in marketing management is the pricing of product. It is
the second P in the marketing mix. Decisions on pricing have considerable effect in marketing. A wrong
pricing decision can nullify the effect of al right decisions relating to price and reflect many things. Price is a
vital importance to both buyer and sellers. In money economy without price there can be no marketing.

Price is one of the most important elements in the marketing mix. It is only element in the marketing
mix that produces revenue, all other elements represents cost. Hence companies will have to give utmost
importance to pricing and handle it very carefully. Price is set independently of the rest of the marketing mix
rather than as an intrinsic element of market positioning strategy and price is not varied enough for different
product items and market segments.

The price of various products of Hindustan Lever Limited are done effects careful and through
investigations of the cost of the goods, the market position, the competitors and the rise in price etc. As for as
pricing policy is concerned, they will give least important to competitive because they have competitive
monopoly over the market.

c. Distribution policy of Hindustan lever limited.

In the modern world, production and distribution have become very complex. Goods are produced in
far away places, where as consumers are scattered throughout the country and abroad under the circumstances.
The producers will not be able to sell goods directly to the ultimate consumers. The reasons are many; the
producers lacks financial resources, he has to maintain large-scale force. The products may not justify the
establishment of separate sales outlets, problems of management and control arise instead of spending a lot of
time and energy on distribution, he can concentrate on production, and so on. Naturally he has to depend on
intermediaries for the physical distribution of his goods.

A channel of distribution is an organised network of agencies and situation, which in combination

performs all the activities, required linking producers with users and users with producers, in order to
accomplish the marketing task. The channel enables the seller to find out the users of its merchandise and
helps the buyers to obtain the product he wants. A channel of distribution for a product is the route taken by
the title to the product as it moves from the producers to the ultimate consumers or industrial users. A channel
is the pipeline though which a product follows on its way to the consumers. The manufacturer puts his
products in to the online or marketing channel and carious marketing people move it along to the consumers at

the other end of the channel. A channel of distribution is the particular route through which a product moves
from the manufacturer to the consumer who wants it and in this process the little is also transferred to the
consumer. A channel usually includes three parts the producer, final consumer and the middleman who are
engaged in the transfer of title.

Channel of the distribution of the company is follows;

Hindustan Lever Limited

Dealer

Whole Salers

Retailers

Consumers

d. Promotion mix policy of Hindustan lever limited:

The term promotion is very often needed as synonymous word for selling, but selling is narrow term,
which includes only transfer of title. Promotion involves the creation and expansion of demand. After product
planning and development, it is introduced in the market and its demand is enhanced through the promotional
activities.

Promotion is any communicating activities whose main objectivitys are to move forward product
service or idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers to
accept research recommend or used in the article, service or idea which is being promoted. The promotional
activity always attempts to effect knowledge, attitude and preferences and behaviour of buyers.

The overall purpose of promotion is to influence buyers behaviour and to establish a link between the
products and consumers. The increased competition between different industries has made customers more
selective in their buying choice and a good promotional program is needed to reach them.

A good promotional mix involves by the company or co-operation of sales force activities and other
promotional efforts. Each promotional route has its own unique characteristics and cost.

ANNALYSIS OF SURVEY FINDINGS

INTRODUCTION
Today, consumer is the king in the market, consumer is only Judge. The
repetition of a product is entirely dependent upon his attitude towards the

product. So his satisfaction should be the ultimate motto of the producers and
marketer. Consumers interest should be taken in to consideration while taking
marketing decision. It is through consumer satisfaction only the producer and
marketer can improve their sales and profit.

Much opinion will come when a survey is made for preference,

improvement of a product, but the opinion of consumer is more important.

This report gives analysis of opinion collected from the customer regarding
marketing of washing powder especially Surf Excel washing powder.

Consumer survey finding

The total number of respondents interviewed were 50.

Out of these

almost all consumers had used washing powder fully and it was observed that
the Surf Excel washing powder is quite well known in the city.

CHAPTER 3
RESEARCH DESIGN METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made
to pr es en t c o mpr e he ns iv e an a l ys is of c on s u mp t io n o f Ca db ur y a nd ne s t l e c ho co l a te s c o n
s u m e d b y t h e p e o p l e . The data had been used to cover various aspects like consumption, consumers
preference and customers satisfaction regarding Cadbury and Nestle chocolates.
In collecting requisite data and information regarding the topicselected, I went to the residents of
Chembur and collected the data.
Survey design:

The study is a cross sectional study because the data were collected at a single
point of time. For the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.
Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were
open ended, dichotomous and offered multiple choices

Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source:
The Primary data comprises information survey of Study of Consumer Behaviour towards Nestle and
Cadbury Chocolates. The data has been collected directly from respondent with the help of structured
questionnaires.

Secondary Source:
The Secondary data was collected from Internet References.
Data Analysis:

The data is analysed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.

CHAPTER 4
FINDINGS AND ANALYSIS

4.1
4.2
4.3
4.4
4.5

ANALYSIS OF DATA
FINDINGS
CONCLUSION
SUGGESTIONS AND RECOMMENDATIONS

4.1 ANALYSIS OF DATA

1)
Ans

Using of Washing powder by the Respondent

Using of washing powder

Yes

No

Number of Respondent

100

Using of washing powder

Yes

100

From the above analysis of the given sample of 100 respondents it is concluded that
out of 100 people 100 people likes to use washing powder.
2) Usage branded washing powder
Ans
Washing powder

Respondent

Branded
100

Unbranded
0

Usage branded washing powder

Branded
Unbranded

100

According to the above analysis it is concluded that I have surveyed 100 respondents
out of which 100 people using branded washing powder.

3) Types of Branded washing powder

Ans
Brands

No of
Respondent

Surf excel
Ariel
Nirma
Rin
Henko
Others
Total

64
12
8
6
10
-100

70

64

60
50
40
30
20

12
8

10

10

0
Surf Excel

Ariel

Nirma

Rin

Henko

0
others

According to the above analysis it is concluded that people of different age groups prefer mostly Cadbury
brand of chocolate while Nestle brand is least preferred by the age group between 10-20. People of age group
above 30 equally likes to have both brands.
4) No. of respondents who had used Surf Excel
Ans
Response

Preference by Consumers

Used

64

Not used

36

usage of surf excel

used 36

not used

64

From the above analysis of given sample of 90 respondents who eat chocolates it is concluded that only 33
people prefer to eat Nestle chocolates while 57 people likes to eat Cadbury chocolates.
5). How long respondents are using Surf Excel.
Ans
Particular

Number of Respondents

Since 1 year

40

1-3 years

10

3-5 years

12

Above 5 years

Total

64

Cadbury Chocolate Purchased by People

2

Since 1 year

12

1-3 years
3-5 years
Above 5 years

10

40

From the above analysis of given sample of 57 respondents who eat Cadbury
chocolates it is concluded that mostly people has purchased Dairy Milk sub-brand of
Cadbury while Temptation is least purchased by the people.
6).Purchase of Nestle Chocolates
Ans
Sub-Brands

Number of Respondents

Kit-Kat

38

Munch

25

Milky- bar

12

Bar-one

Milk Chocolate

Nestle Chocolate Purchased by People

Kit-Kat

Munch

8
38

12

Mikly- Bar
Bar-One
Milk Chocolate

25

From the above analysis of given sample of 33 respondents who eat Nestle chocolates it is concluded that
mostly all sub-brands are purchased by people but top most is Munch followed by Milky Bar and Kit Kat.
While surveying we have found that many people are not aware of Milk Chocolate
7). Pack of Chocolates Preferred

Pack SIZE

GrandTotal of Preference

Small

42

Big

36

Family pack

12

Series 1
Small

12

Big
42

36

Family Pack

According to the above analysis it is concluded that out of sample of 90 people who eat
chocolates likes to buy Small Pack. Family pack is mostly preferred by aged people only.
8). Pack of Chocolates Preferred

Promotional Offers

Number of Respondents

Free Gifts

26

Price Offer

48

Any other

16

Series 1
60
50
40
Series 1
30
48

20
26

10

16

0
Free Gifts

Price Offer

Any Other

According to the above analysis it is concluded that out of sample of 90 people who eat
chocolates 26 are attracted by free gifts, 48 by prices offers while 16 were attracted by
some other reasons.
9). Factors Affecting Purchase

Factors

Number of Respondents

Advertisement

43

Suggestion

From

Friends

and 11

Relatives
Attractive Display

10

Doctors Advice

Brands Ambassadors

Ingredients

20

Factors Affecting Purchase

50
45
40
35
30
25
20
15
10
5
0

43

Factors Affecting Purchase

11

20
10

10). Media of Advertisement

Media of Advertisement

Number of Respondents

Television

70

Newspaper

Brochures

Hoarding

Display

Ingredients

Media Of Advertisement
80
70
60
50
40
30
20
10
0

Media Of
Advertisement

70

11) Frequency of Consumption

Frequency of Consumption

Number of Respondents

Once in a Fortnight

Daily

34

Weekly

12

Monthly

38

Quarterly

Frequency of Consumption
40
35
30
25
20
15
10
5
0

38

34
3

12) Reasonable Price

12

Frequency of
Consumption
3

Price of Chocolate

Number of Respondents

Below 5

5-10

35

10-20

36

20-30

Above 30

Reasonable Price
40
35
30
25

Reasonable Price

20

36

35

15
10
5

0
Below 5

5to10

10to20

20-30

4
Above 30

13) Consumers Brand Loyalty

Brand Loyalty Actions

Number of Respondents

Postpone your Purchase

33

Switch Over to other Brands

15

Go to Other Shop for Search of 42

Preferred Brand

Brand Loyalty
45
40
35
30
25
20
15
10
5
0

42

33
15

Brand Loyalty

14) Reaction of Consumers if New Brands is Introduced

Shift to New Brands of the Number of Respondents
Preferred Product
No, Not at all

27

May Consider

10

No, shall not

13

Cant Say

40

50
45
40
35
30
25

40

20
15
10
5

27

Reaction of Consumers
10

13

15) Reasons for Not Switching over to Other Brands

Ans. All the consumers why they continue to buy the old Brand gave various reasons. The most important
reasons give by the consumers were:
Taste/Flavour
Brand
Image
Quality
Packaging

4.2 FINDINGS

 Consumer Research:
Consumer research deals with consumer and their problems and solution to the
problems. In this I came to know about the consumers need and expectation levels regarding products and
ascertainable levels of consumer satisfaction.
Product Research:
Under Product research I came to know about the Modification which consumers
want as to the quality, packing, shape, colour, and quantity etc of their favourite chocolate
Pricing Research:
This includes ability to consume, to pay for the product, how much a person can spend
on his/her favourite chocolate. In this i have tried to find out consumers price expectations and reactions.
Advertising Research:
Under this I have concluded that whether the advertisement appeals the Consumers or
not. This also includes evaluating and selecting the proper media-mix and measuring advertising
effectiveness.

4.3 CONCLUSION

A survey of the people has been conducted to know the Liking pattern of the two products Cadbury
and Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle Brands. It is
concluded that mostly people preferred Dairy Milk of Cadbury due to its flavour/taste, quality and image and
due to its hard form. Some people often like to have a chocolate with good flavour, quality and crunchiness so
they are going towards Bar-one and Milk Chocolates of Nestle due to its taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to buy big pack of their favourite
chocolate, and something some of them go for small and family pack.

4.4 SUGGESTIONS RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get attracted

through television only.

For promotional offers, company should go for free gifts rather than going for other ways.
Nestle Company should concentrate on its packing as people are least satisfied with it while Cadbury

should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies should concentrate in
this regard also.

CHAPTER 5

Bibliography

http://www.cadburyindia.com
http://www.nestle.com
http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
http://www.cadbury.co.nz/carnival/index.htm
http://www.packaging-technology.com/cadbury4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference