1.

1 Introduction to the study

Now-a-days with the increase in the income of the people, the demand for branded goods is also increasing. The use of branded toilet cleaners is common among the people living in the cities. But at the same time, we can see the tough competition given by the local brands of toilet cleaners. Cleaning a bathroom can be a very difficult task because of the many germs that tend to live and multiply in there. When cleaning the bathroom and using different types of chemicals one want to make sure you have the proper air ventilation. This is to keep away from inhaling toxic chemicals that could cause harm to an individual. It's important to keep bathroom clean and smelling great.

1.2 Statement of the problem

The main objective of our study is to identify the usage pattern of the toilet cleaner in rural areas. The distribution of the branded toilet cleaner like Harpic and Domex is less concentrated in rural areas. Hence our study revolves around the role of local brands as well as branded toilet cleaner in the buying decision of the rural people.

1.3 Objectives
The main objective of our research is to study the usage pattern of the toilet cleaners in rural areas. The sub objectives include 1) Analyzing the performance of branded toilet cleaners with the local brands 2) Role of price in buying decision and whether the advertisement is effective 3) Use of different floral fragrances in toilet cleaners 4) Reason for buying local brands instead for branded one 5) If toilet cleaner is available in small sachets, would people in rural areas buy it.

1.4 Need for the study

The purpose of this research is to examine the usage pattern of toilet cleaners in rural areas and also to find the various factors that affect the buying patterns of the people. The study is beneficial to the companies of the branded products through the findings of the research

study they can reach out to the rural masses. They can introduce toilet cleaners as per the requirements of the rural people.

1.5 Scope of the study

The research will be conducted in the month of March and April. The respondents will be women in the age group of 18 to 70. The area of research will include both the urban and rural areas in order to understand the market capture of branded and unbranded toilet cleaners. The research will be conducted in the areas of Mangalore, Karkala, Belman, Kalya, Bajpe and Puttur.

1.6 Methodology
The research study will be based on the following parameters: (a) Data source : The methodology used in the study is both primary as well as secondary. Primary data will be collected from the respondents by survey method. This will serve as the first hand information for the study. Secondary source of information will be collected through internet i.e. company websites, articles to collect specific information about the industry. (b) Data collection : Respondents will be approached through survey method as a mean to collect and questionnaire method will be used as a medium to record information. A standard questionnaire will be framed to gather data from the respondents to serve the purpose. (c) Data analysis : Data will be purely analyzed on the data collected through questionnaires. SPSS software will be used inorder to analyse the usage of certain type of toilet cleaners in particular areas. (d) Sampling : The size of the sample is 100 respondents. The sample will consist of women in the age group of 18 years to 70 years irrespective of their occupation.

Toilet cleaners play a significant role in maintaining hygiene in modern days. Hence the demand for toilet cleaners is increasing to a greater extent. Earlier the toilet cleaners were used by the people residing in the urban areas. But nowadays the importance is also felt by the people in the rural areas too. Sanity and hygiene is given utmost importance by the people in the modern world. It is also true that most of the diseases are spread through germs and insects due to improper cleaning. Toilet cleaners help in maintaining cleanliness and hygiene in and around. Today, toilet cleaners are majorly used in all the areas like colleges, hospitals, office premises and household sector. Hence it is more of a household product existing in the market. Toilet cleaning products have a huge demand in the Indian markets as well. India is a growing economy. Developments in education, employment and health facility is increasingly growing. Several measures are being undertaken by the government and other institutions to maintain cleanliness and hygiene in the society. Therefore there has been increase in the awareness level of the public towards maintaining cleanliness. This has given opportunities for the local and foreign players to enter the Indian market. Income level of the people in India differs according to the geographical locations. The working class in the urban areas has higher income level than that of those residing the village. Hence, the demand for branded toilet cleaners is more in the cities when compared to the villages. Local manufacturers provide the product at a reasonable prices and quantity and therefore it becomes affordable for the common man to buy the product. The major players of the toilet cleaners in India are Harpic and Domex. Harpic Power Toilet cleaner manufactured by Reckitt & Benckiser India Pvt. Limited. It comes under the category of home care product segment. Harpic is a brand of Reckitt Benckiser. It is the largest toilet cleaner brand in India with over 75% share (YTD, Sept 2009). Harpic is available in 47 countries worldwide. Over the years, Harpic in keeping with its international parentage launched various brand innovations in India. Its product range in liquid toilet cleaners consists of Harpic Power, Bleach and Harpic Fresh in three fragrances Citrus, Floral and Pine. Harpic also launched Harpic Flushmatic in 1997, which makes toilet cleaning automatic. Under the Harpic Power range, Harpic launched Harpic Power in Rose and Orange fragrance. Harpic Fresh range comes in stylish bottles priced at Rs 54 for Harpic Fresh Pine 500 ml and Rs 54 Harpic Fresh Citrus 500 ml. 3

About Reckitt Benckiser (India) Limited Reckitt Benckiser (India) Limited, is one of the fastest growing consumer goods companies in South Asia. It has many high quality brands which are trusted by the consumers. As seen across segments, Reckitt Benckiser brands are either number 1 or 2 in market share, in all the segments they are present in. Its brands include Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish, Veet, Colin, Disprin, Strepsils, Clearasil and others. It has major presence in home and personal care, surface care, fabric care, pest control and healthcare. The Company has operations in 60 countries, sales in over 180 and employs 23,000 people around the world. Globally Reckitt Benckiser plc is headquartered in Slough just outside London, UK and is listed in the top 15 on the London Stock Exchange.

Domex Domex was launched in 1997 targeting the premium end of the market . Initially the brand was marketed as a premium specialist floor cleaner. Floor cleaners are less popular in the Indian households. Only 3% of the households use floor cleaners. 97 % use proxy products which are the combination of phenyl, detergents, acids and bleaching powders. The purchase of floor cleaners depends on the demographic factors and the type of floors. HLL realising the potential in this segment reduced the price of Domex from Rs 42 to Rs 22 to appeal to the mass market. Hll also tried to woo the hospital segment for Domex. It launched a co branded certification program called Domex Clean hospitals. This project was later put on hold. Domex has a 30% share in the Rs 30 crore specialist floor cleaner markets neck to neck with Lizol from Reckitt & Benckiser. However, in the Rs 40 crore toilets cleaning segment Domex is lagging behind the market leader Harpic which have a market share of 75-80%. While most of the players in the household cleaning segment focus on the cleaning ability, Domex is positioning itself as a germ fighting cleaner. It promises 100% germ kill ( if Domex is used undiluted) and is targeted at households where there are children. Though there is tough competition among the branded toilet cleaner but there also prevails a good competition for them with the local brands.

Inorder to understand the usage and the selection pattern while making a buying decision, we conducted a survey in the area of Bajpe, Manglore, Kalya, Nitte, Karkala and Puttur.

Brand used
Brandused Domex 2 4 0 4 0 3 0 11 24 Total Others 1 7 6 2 1 2 2 9 30 9 30 6 11 5 9 2 28 100

Place Bajpe Belman Kalya Karkala Manglore Nitte Parapadi Puttur Total

Harpic 6 19 0 5 4 4 0 8 46

Table 3.1 showing the brands preferred in different places In the above figure, we compared the different brand used among the people residing in different places. In Bajpe, the demand for branded toilet cleaner like Harpic and Domex is more compared to the other, that is, local brands whereas places like Kalya and Parapadi which is a rural area, the people prefer more of local brands, that is, 8 out of 8 respondents do not prefer branded toilet cleaners. These other products are the local brands which are available in different quantity, fragrances and most important, price ranges. In Puttur, out of 28 respondents, 9 respondents are the user of local brand Pragathi. Now - a days, toilet cleaners like Harpic and Domex apart from being a close competitor to each other; they have been facing tough completion from the local brands. In Belman, the consumption of Harpic is more than the other products. The sample of population consisted for well educated consumers who are very keen on cleanliness and hygiene aspects. The below figure 3.1, shows the usage pattern of Harpic, Domex and local brands among the 100 respondents. We can notice that Harpic captures almost half of the market whereas Domexs share is less than that of local brands.

Fig 3.1 showing the usage of different brands The above fig 3.1 shows that, Harpic is the main player in rural area also but still the local brand plays an important role in the market as because of the price and the quantity and Domex being the third player in the market.

Income pattern of the respondents

Fig 3.2 shows the income pattern of the sample, that is 100 respondents, from which we can derive that although we targeted the rural and semi rural areas but the income generated by the whole family shows that more than 45 respondents family income is Rs 15000 and above, while there are also 13 respondents whose family income is less than 5000 from the income pattern we can relate it from the purchasing pattern and the amount spent by them on purchasing the toilet cleaner. We can obtain from the below table 4.2 that, consumers of Harpic has the income level of Rs 15000 and above as compared to consumers with income level of below Rs 5000 and income group of Rs 5000 to Rs 10000, they prefer local brands. The income level of the family plays a key role is the buying decision of the consumers. 6

Fig 3.2 showing the income pattern of the respondents

Brandused

Harpic Domex Others Total

Below 5000 2 1 9 12

Family income 5000 10000 - 15000 and 10000 15000 above 6 10 28 4 4 15 13 7 1 23 21 44

Total

46 24 30 100

Table 3.2 showing the brands preferred by different income group Consumers with low income level tend to buy local brands which are available at cheaper rates. Local brands are giving a tough competition by entering the market with their reasonable price strategy which is hitting the pockets of the market leaders of the toilet industry like Harpic and Domex. The distribution network also matters in the availability of the toilet cleaners. Local brand sell their product through local dealers which is easily available to the consumers.

Price
Fig.5.3 shows that the role of price plays an important role in buying decision of toilet cleaner. The relation between the price preferred and the family income shows that the income group of Rs 15000 and above mainly prefers the price range of Rs 30-40 and Rs 40 and above whereas income group of less than Rs5000 favor mainly price range below Rs 20 of toilet cleaner which shows their spending portion on particular area.

Fig 3.3 shows different price range preferred by respondents Consumers in low income group cannot afford to buy the branded products as they come under the price range of Rs 30 40. Hence, they are forced to buy the local brands which is affordable for them to use and suits to their family income.

Purpose
Frequency 58 39 3 100 Percent 58.0 39.0 3.0 100.0 Valid Percent 58.0 39.0 3.0 100.0 Cumulative Percent 58.0 97.0 100.0

Valid

Cleaning Hygiene Floral Smell Total

Table 3.3 showing the different purpose of usage The purpose of using the toilet cleaner for most of the people in rural areas is cleaning, that is 58% whereas the importance of floral fragrance is least, that is, 3%. This helps us to know that most of the people use toilet cleaners for cleaning purpose.

Awareness
Table 3.4 and Fig 3.4 shows that advertisement is an effective medium for promotion of the product but at the same time samples shows that retail shops also plays an important role as the rural people are mainly affected by the small retail shop in their purchasing pattern. In the rural areas, small retail shops do not keep branded toilet cleaners but they promote local brands. Awareness Advertiseme nt 5 17 0 2 4 2 0 17 47 Total Word of mouth 0 3 1 1 0 3 1 6 15

Place

Bajpe Belman Kalya Karkala Manglore Nitte Parapadi Puttur Total

Retail Shop 4 10 5 8 1 4 1 5 38

9 30 6 11 5 9 2 28 100

Table 3.4 showing different mode of awareness

Fig 3.4 showing the level of

Place of purchase
The below table 3.5 and fig 3.5 shows that consumers buy the product in the nearby shop, that is, 38 respondents which means the branded products are available in the nearby shops. The people is Manglore, prefer to buy the product in supermarkets. We can derive that, people choose to have product available in the nearby area. It means, the distribution channel of the companies should be effective. Consumers buy according to their comfortability.

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Placeofpurchase Salesman door - to door selling 0 0 2 2

Total

Brandused

Harpic Domex Others

Total

Nearby Supermark Shop et 26 20 12 12 25 3 63 35

46 24 30 100

Table 3.5 showing the place of purchase preferred

Fig 3.5 showing the place of purchase preferred

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Buying preference

Buy Valid Quality Quantity Fragrance Price Total

Frequency 67 5 10 18 100

Percent 67.0 5.0 10.0 18.0 100.0

Valid Percent 67.0 5.0 10.0 18.0 100.0

Cumulative Percent 67.0 72.0 82.0 100.0

Table 3.6 showing the different preferences

Fig 3.6 showing the different preferences The above figure shows the preference of the sample selected. Nearly 67% respondents choose quality over other factors while buying a toilet cleaner. Even fragrance is less considered while making the buying decision. The companies should keep in mind the quality factor while deciding on the products sold or made available to the consumers and also they have to maintain the standard of the quality over a period of time. 12

Product available in small sachet

From the above figure, we can draw from that if the toilet cleaner is available in small sachets then out of 100 respondent 20 respondents favour the small sachets but a large part of sample says that its not a good idea, so we can say that people purchase toilet cleaner in large volume or they want a good amount of quantity. The idea of sachet is not perceived by the respondents as they are of the opinion that it is not environmental friendly and feels that it is not an appropriate idea as the quantity is not sufficient and will require more sachets at a time.

Fig 3.6 shows the opinion of introducing sachets

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The preferences while buying a toilet cleaner varies from place to place. The main finding of our study is that income level of the family influences the buying pattern of the consumers. People in rural areas who have a low income tend to compromise on the quality because of price. The key players of in the market, that is, Harpic and Domex hence, are likely to go down out or concentrate on the rural consumers. The usage of branded toilet cleaners is more in semi rural areas like Bajpe and Manglore than the rural areas. The sample selected gives more importance to quality and if given a choice prefer floral fragrances in toilet cleaner. Local brands do not promote their product through advertisement. The user of Harpic and Domex are influenced by its promotion technique. This means that the advertisement is very effective. In rural areas the retail shop and word of mouth is the most effective mode of promoting the product. Consumers prefer floral fragrances in the toilet cleaner. The user of Harpic and Domex are more loyal than that of local brands. The players in local brands do not sustain in the market for a very long period of time. New players easily enter and stay in the market for a short span of time. Hence, people tend to change the product within a year. People are not in the favor of toilet cleaner available in small sachets. They gave the feedback that is not environment friendly and sachets are not appropriate idea for usage as the quantity required is more for usage.

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To conclude from our study , the usage pattern about the toilet cleaner in rural area are affected by the number of factors namely, the income group, size of the family where the performance of the branded toilet cleaner like Harpic and Domex plays a dominant role in market share but even local brand also enjoy a good amount of share in the market, where the local public mainly attracted towards the brands mainly by the advertisement and retail shops, as retail shop play a important role in purchasing decision of the public People refer to buy the product mainly from the retail shop which is nearby situated and mainly many of the people supported that toilet cleaner should become with floral smell it may be either Rose or Jasmine and mostly people supported that they use the toilet cleaner as an cleaning agent where they prefer quality of the toilet cleaner to be good with a reasonable amount of quality so to conclude as overall Toilet cleaner have huge market as a cleaner where people preferred to buy the quality amount with reasonable quality where if the Toilet cleaner comes in small sachets its a failure for the market. Majority of the respondents in the areas of Puttur use Harpic. They had one common suggestion about the product that its distribution should be more effective and the company should include different fragrances in Harpic. This shows us that the company should come out with a variety of product with different feature. Inorder to give a tough competition to the local brands, innovation is necessary in this regard. When it came to the branded toilet cleaner Harpic, the users has this common feedback about the price. They feel the price of the product is too high and need to be reasonable. The consumers are given a less choice regarding the availability of brand. Among the branded category, its only Harpic and Domex which has good quality but no fragrances whereas local brands are easily available at cheaper rates but it is used not for cleaning or hygiene but only for floral fragrance. Hence, people want more variety of brands at reasonable prices which is lacking in Indian market. The income of the people is directly related to the buying pattern of the consumers. People with high income prefer to go to supermarkets and buy branded products where as people in rural areas with low income group prefer to buy local brands in the nearby shop with a average frequency of purchasing the product once in two months.

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