1. CONSUMER USAGE AND
ATTITUDES FOR
SHOWER GELS
ITC
AMRP PROJECT
Presented By
Pooja Gupta
Roll No: 11BM60105

3. Project Objectives
• Qualitative Market Research
• Key value drivers (Factors that affect the consumer usage patterns, buying
behavior)
• Analysis of consumer behavior
• Attitudes towards shower gels
• Formulate marketing strategy

4. Data to be Collected
• Gender • Loofah usage
• Age Group • Customer preferences: shower
• Household income gel or soap and why?
• Influencer and decision maker • Preferred brand
• Buying Frequency • Switching behavior
• Perceived end benefits • Impact of specific marketing
• Price perception of customers programs
• Preferred point of purchase • Customer satisfaction
• Factors affecting the choice • Trial for whitening shower gel
• Barriers to trial of shower gels

5. Methodology
• Method 1:
Personal interview at point of purchase
– Understanding profiles of the people
– Consumer reaction
– Competitor analysis
– Profit margin of distributors for different brands of gels
– Different promotional schemes for shower gels
– Understand if its high/medium/low involvement product
– Consumer data is collected
• Method 2:
Focus group interviews. It would help to give insights on consumer behaviour
towards shower gels.
• Method 3:
Primary research is collected by floating questionnaire among various people.

6. Timelines
4th-15th Oct
• Method 1 : Personal interviews at point of purchase
16th- 22nd • Preparing the Questionnaire
Oct
23rd Oct- • Method 2 : Focus Group Interviews
10th Nov
11th-20th • Method 3 : Primary Research
Nov
21st-28th • Analysis and Conclusion
Nov

7. Questionnaire
Link to questionnaire -
http://kwiksurveys.com/app/rendersurvey.asp?sid=qkj1d9smzqo8nj61913
6&refer=

8. Understanding the Consumers
• Location : Point of Purchase
• Data collected for 45 different customers
• Large differences in male and female consumer mindset
• Factors affecting the choice of specific brands – moisturizing
feel, fragrance, promotional schemes, brand name
• Loofah usage
• Barriers to trial for shower gel- no awareness, allergy, doesn’t wash
off, habit of using soap, gender factor
• Switching behavior between soap and gel, and also different brands
• Influencer and decision maker – seen to vary with age of consumers

9. Competitor Analysis
• Brands available at local retail outlets
• MRP of different brands of shower gels
• Profit margin to distributors – 10-15% , minimum of 7-10%
• Promotional schemes for different shower gels
Brands Fiama di Wills Dove Palmolive Lux
MRP 125 125 125 <125
Volume/pack 200ml 200ml 200ml >200ml
Promotional Free loofah Free Loofah
Scheme
Factors for Natural Moisturizing Fragrance, Cheaper, Free
choice of Ingredients, effect, Brand loofah, Brand
particular brand Fragrance, Purity,
Brand, Free Brand
loofah

10. How to conduct Focus Group
• Greet the participants • Ensure discussion is relevant to
• Make a relaxed environment the purpose
• Sit with the group in a circle • Comparison of brands
• Note their age, gender, etc • Preference of product attributes
• Define the purpose of the without brand name
meeting at the start • Remind participants that there
• Either show advertisements of are no right/ wrong answers
different brands/ put samples/ • Participants can write down their
questionnaire at the start points/ summarize
• Thumbs up and thumbs down • Someone should be taking
strategy notes/video of the discussion
• Ensure good participation from all • Results

11. Focus Group Discussion Analysis
• Men preference- sporty feel • Shower gels are easy to carry
• Brand loyalty • One way to break barrier to trial
• Don’t find benefits in using gels is introducing smaller packs of
• Soap is easier to use than gels shower gel
• Shower gels are more hygienic • Freshness is an important criteria
• Loofah reduces hygienic factor • Men find packaging of many
shower gels to be feminine
• Non awareness of loofah
• Categorization of shower gels on
• Switching behaviour even after the basis of skin type - A shower
long term usage gel for oily skin possibly?
• Double benefits of soap- used for • Friends are one of the biggest
hand wash too influencers for students/people in
• Cost is a major deterrent the age group of 20-30
• Packaging and promotions help • Word of mouth is the most
lure non users important medium

12. Results from Primary Research
60
50
40
30 Non-users of shower gel
Users of shower gel
20
10 30
0 25
Men Women
20
15
Non-users
Users
10
5
0
<3 lakhs per 3-6 lakhs per 6-10 lakhs per >10 lakhs per
annum annum annum annum

23. Factor Analysis
The null hypothesis that the population correlation matrix is an identity
matrix is rejected by Barlett’s test of sphericity. The approximate chi-
square statistic is 394.654 with 66 degrees of freedom, which is significant
at the 0.05 level. The value of the KMO statistic (0.767) is also large (>0.5).
Thus factor analysis can be considered an appropriate technique for
analysing the correlation matrix.
The eigen values for the factors are, as expected, in decreasing order of
magnitude as we go down from factor 1 to factor 12. The first four factors
account for 69.736 percent of the variance. Hence we consider the
number of factors equal to four.

24. Factor Analysis
Factor 1: Factor 3:
• Feel on the skin • Fragrance
• Good cleansing • Lather
• Brand name • Packaging
• Suitability to skin type being the
most important
Factor 2: Factor 4:
• Price • Ingredient
• Promotional scheme-most imp • Consistency
• Influence of friend-most imp

25. Way Ahead
• Meeting distributors
• Increasing the scope of primary research
• Customer data analysis
• Recommendations for the marketing strategy

26. References
• N.Pag. The 2011-2016 Outlook for Body Wash and shower gels in India.
Country Outlook Reports. Retrieved from http://bit.ly/P9mvAD
• Gihan Wijesundera, Ruwan Abeysekera. Factors influencing the demand of
beauty soap among female consumers in the greater Colombo region.
Retrieved from http://bit.ly/RSwp63
• Mason, S. (2006). Shower Power. Global Cosmetic Industry, 174(11), 47-49.
Retrieved from http://bit.ly/Qqx0dj

27. Thank You