THE COMPARATIVE STUDY ON CONSUMER PURCHASING

BEHAVIOUR TOWARDS RIN AND ARIEL DETERGENT POWDERS

IN AND AROUND AMBATTUR
MEANING
Customer behaviour is the study of how individual customers, groups or organization
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine-which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.
Starting from the information provided, from the user to the player and to the disposer,
consumers play these roles in the decision process.

DEFINITIONS
According to Blackwell et al (2006) consumer buying behaviour is itself is a complex,
dynamic issue which cannot be defined easily and commonly. Therefore, the concept of
consumer buying behaviour has been defined in different ways by different researchers.

IMPORTANCE OF CONSUMERS BEHAVIOUR:

1.Modern Philosophy
2.Achievement of goals
3.Useful for dealers and salesmen
4.More relevant marketing programme
5.Adjusting marketing programme over time
6.Predicting market trend
7.Consumer
8.Creation and retention of consumers
9.Competition
10.Developing new Products

OBJECTIVES OF THE STUDY

Primary objectives are to study the consumer purchasing behaviour towards Rin and
Ariel detergent powders in and around Ambattur and the Secondary objectives are to find the
qualities expected by customer while buying a detergent powder. To know the consumption
level of the consumers of Rin and Ariel. To know the brand loyalty of the customers. To
measure the consumer’s awareness about the harmful effects of Rin and Ariel.
SCOPE OF THE STUDY:
• This study helps to understand the customer buying behaviour and satisfaction level of
customer towards the product.
• This study mainly focuses on the leading purchasing preference for washing powder
• This study helps us to understand the attitude of customers belonging to low, middle-
and high-income group towards purchasing.

NEED FOR THE STUDY:

• Buyer behaviour is studied to predict buyer’s reaction in markets in purchasing washing
powder.
• To understand why, when, how, what and others factors that influence buying decision
of the consumers towards detergent.
• To know the satisfaction level of the consumer in consuming Rin and Ariel.

REVIEW OF THE LITERATURE:

CONSUMER BEHAVIOUR
KOTLER AND KELLER (2012), “It is worth noting that consumer buying behaviour is
studied as a part of the marketing and its main objective it to learn the way how the individuals,
groups or organizations choose, buy use and dispose the goods and the factors such as their
previous experience, taste, price and branding on which the consumers base their purchasing
decision”
“Promotion element of marketing mix refers to any combination of promotion mix integrating
various elements of advertising, public relations, personal selling and sales promotions to
varying extents”. KOTLER,2012.
According to KOTLER and ARMSTRONG (2007), “The consumer behaviour is influenced
by the four main factors namely: Cultural factors, Social factors, personal factors and
psychological factors.”

Cultural factors:
Solomon, (2002), “The culture exists in every organization or society and it affects the
purchase behaviour differently in different countries. Group of people is identified by social
classes”

Social factors:
The main factors that influence consumer buying are groups, family, roles and status. Kotler
and Armstrong, 2007, pp164
Groups:
Groups are group of people that work together to achieve their individual goal. Schiffman
and kanuk, (1994).
Family:
Family members can strongly influence buying behaviour. A family’s values and beliefs can
determine the preference. Kotler and Armstrong, (2007).
Personal factors:
The personal factors that influence the consumer behaviour are age and life cycle stage,
occupation, economic situation, lifestyle and self-concept. Kotler and Armstrong, (2007).
Personality and self-concept:
“Personality can reflect a person’s unique characteristics that determine and influence what
responses and behaviours a person has in a particular situation. Kotler and Armstrong,2007,
pp171,172.
INDUSTRY PROFILE:
The chemistry of soap manufacturing stayed essentially the same until 1916, when the first
systematic detergent was developed in Germany in response to a world war I related shortage
of fat for making soap. The first detergent was used chiefly for hand dishwashing and fine
fabric laundering.”
Roman Empire brought the use of soaps, oils and ash mixed gels to the height of popularity.
After the fall of Roman empire in 5th century AD, the tradition of washing disappeared from
Europe, which brought 1000 years of uncleanliness, poor hygiene and several waves of deadly
plagues (most notably Black Death in14th Century). After 17th century, public hygiene and
cleanliness returned to Europe which brought the needs for creation of many new cleaning
products.
Each person has his or her own preferences as far as detergent are concerned. Some people go
by the name of the detergents whereas some go by the quality. There might be Thousands of
detergent brands in India. We shall examine some
• Ariel
• Surf Excel
• Patanjali
• Tide
• Rin
COMPANY PROFILE:
“Ariel first appeared on the UK market in 1967 and was the first detergent with stain
removing enzymes. It was a high-sudsing powder designed for twin-tube and top-loading
washing machines. The compact powder was originally known as “Ariel ultra”, and was
subsequently reformulated into the nineties as “Ariel future”.
In 1985, the first liquid detergent from a P&G brand was released, offering outstanding
grease cleaning performance.
IN 2012, the innovative 3 in 1 pods are released for the time, becoming the first and
only 3 compartment liquid tabs.
MARKETING STRATEGY OF ARIEL:
It has been being able to maintain the market leader position with around 30% market share
globally.
MARKETING MIX-Here is the marketing mix of Ariel.
MISSION- “Not available “.
VISION- “Imagination, determination and technological empowerment”.
TAGLINE- “Your laundry will Thank You”.
Rin detergent was launched in 1994. This was the first product extension from the iconic brand
that stood for whiteness in laundry. we further introduced Rin refer with the fragrance of lemon
&rose that penetrates every fibre to give the same Brightness and freshness to boost confidence
all day in 2016, we also added Rin Antibiotic powder to our portfolio which promises not just
bright clothes, but also kills 99.9%germs.
SWOT ANALYSIS OF RIN:
STRENGTHS:
Launched in India as a bar in 1969 with the iconic lighting mnemonic.
Continuous innovation -introduction of Rin matic especially for machine wash conditions.
Powerful branding, advertising.

WEAKNESSES:
Controversial advertisement battle in court with P&G’s Tide over brand comparison in
Rin’s advertisement.
Rivalry within own brand HUL through surf Excel and Active Wheel.
OPPORTUNITIES:
Rin safeedi challenge, offering Rs.1Crore to those who can show a brand giving more
whiteness than Rin.
Improved distribution channel, which can lead to better market penetration.
THREATS:
Threats from competitors, both internal (Surf Excel, Active Wheel) and external (Tide).
Local detergent manufactures.
RESEARCH:
According to Waltz and Bausel, “Research is a systematic, formal, rigorous and
precise process employed to gain solution to problems or to discover and interpret new fact
and relationship”
METHODOLOGY:
Methodology is the systematic, theoretical analysis of the methods applied to a field of
study. It comprises the theoretical analysis of the body of methods and principle associated
with a branch of knowledge.
RESEARCH METHODOLOGY:
It is a science of studying how research is to carried out. Essentially, the procedures by
which researchers go about their work of describing, explaining and predicting phenomena are
called research methodology.
RESEARCH DESIGN:
The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby, ensuring you will
effectively address the research problem; it constitutes the blueprint for the collection,
measurement, and analysis of data.
The research design which is used in this study is, Descriptive Research. It is used to
describe an characteristic of a population or phenomenon being studied. It does not answer
question about how/ when/ why the characteristics occurred. Rather it addresses the “what”
question (what are the characteristics of Minnesota state population or situation being studied
?).
DATA COLLECTION:
PRIMARY DATA:
The data collected by the researcher himself for finding the solution of a particular
problem or situation, is know as Primary data.
Tools used for collecting primary data is,
Questionnaire:
A questionnaire is a list of questions arranged in a specified manner in order to enquire
regarding arranged in a specified manner in order to enquire regarding a particular subject.
SAMPLING:
Sampling is the process of selecting units (eg., people, organisation) from a population
of interest so that by studying the sample we may fairly generalize our result back to the
population from which they were chosen.
The sampling method which is chosen for this study is;
CONVENIENCE SAMPLING:
Convenience sampling (also know as availability sampling) is a specific type of non-
probability sampling method that relies on data collection from population members who are
conveniently available to participate in study.

SAMPLE SIZE:
The sample size should be considered as 100 consumers covering a area of in and
around Ambattur.
STATISTICAL TOOL:
The tool which is used in this study is percentage analysis.
No. of respondents for each response
Percentage Analysis= --------------------------------------------------------- X 100
Total no. of respondent
FINDINGS:
• The study is carried out with 20% of male respondent and 80% of female respondents.
• It is found that 4% of the respondents use Tide and 44% of the respondents use Rin at
their home
• It is found that 40% of the respondents are satisfied with the quality of Rin and 8% of
the respondents are satisfied with the quality of Ariel.
• It is found that 48% of the respondents are satisfied with the price of Rin and 48% of
the respondents are satisfied with the price of Ariel.
• It is found that 40% of the respondents are highly satisfied with the promotional activity
of Rin and 48% of the respondents are highly satisfied with the promotional activity of
Ariel.
• It is found that 8% of the respondent consider price and 60% of the respondents consider
quality as a main factor while purchasing a detergent powder.
SUGGESTION:
• Effective advertisement will definitely improve the sale of any product.so it is
suggested that through effective advertisement, the sale value of ARIEL detergent
powder will be boosted.
• RIN should work on the promotional efforts to increase the awareness of the consumers.
• We suggest that Ariel should concentrate on the availability factor.
• Both the companies should concentrate on their quality of the detergent powder to
maintain the goodwill in the market.
CONCLUSION:
Brand awareness is essential for the success of a product. From the overall study it is
found that RIN detergent powder has played a vital role among the customer. There is a good
awareness about the product in the market which helps them to be a leader in the market.
The study reveals that majority of the respondents prefer to buy RIN detergent powder
for its pricing and availability and because of this reaction they could be easily marketed in
Ambattur city. From this study it is clear that most of the customer are satisfied with overall
services.
In RIN they also offer detergent liquid for their customer but this factor is not available
in ARIEL. This is one of the major factors which makes the customer prefer RIN rather than
ARIEL.
BIBLOGRAPHY:
Mr.J .Jayasankara , Marketing Management, Margham Publications.
C.B.Gupta, Marketing Management, Margham Publications.
Philip Kotler, Marketing Management, Sultan Publications.
C.B.Gupta, Research methodology, Sultan Publications.
WEBSITES;
http://www.marketingmanagement.com
http://www.scibd.com
http://www.researchmethodology.com
http://www.mamagementstudyguide.com
http://rin&ariel.com