A Study on Market Share of Indian Detergent giant Surf Excel and Suggesting measures to regain lost market share

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Project Report
On
“A Study on Market Share of Indian Detergent giant Surf Excel
and Suggesting measures to regain lost market share”
In The Partial Fulfillment of final project
Of
Master in Business Administration (MBA)
By
Rahul Donge
Roll No: 118918
SOM, NITW
Under the guidance of
National Institute of Technology, Warangal-506004
Dr. Francis Sudhakar
Assistant Professor
School of Management
National Institute of Technology Warangal

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ACKNOWLEDGEMENTS
I wish to acknowledge my sincere gratitude to all
persons who whole-heartedly contributed their sincere support that helped me for the
successful completion of my project work.
I take much pleasure to express my deep sense of
gratitude and thankfulness to the School Of Management, National Institute of
Technology Warangal.
My deepest thanks to Dr. Francis Sudhakar, the
Guide of the project for guiding and correcting various documents of mine with attention
and care. He has taken pain to go through the project and make necessary correction as
and when needed.
I express my thanks to our Head of the department
Dr.M.R.REDDY for extending his support. I also extend my heartfelt thanks to my family
and well wishers.

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CONTENT
CONTENT ......................................................................................................................................2
EXECUTIVE SUMMARY.............................................................................................................5
STAGES 0, 1 and 2.........................................................................................................................6
BACKGROUND.........................................................................................................................6
PROBLEM DEFINITION ..........................................................................................................7
APPROACH TO THE PROBLEM.............................................................................................7
ANALYTICAL MODELS..........................................................................................................7
RESEARCH MATRIX ...............................................................................................................9
RESEARCH DESIGN ................................................................................................................9
CONSUMER AND DEALER STUDY..................................................................................9
DATA ANALYSIS PLAN........................................................................................................10
STAGE 3.......................................................................................................................................12
STEP 1: CLUSTERING VARIOUS ATTRIBUTES ...........................................................12
STEP 2: ADDITIONAL INFORMATION NEEDED..........................................................14
STRUCTURED QUESTIONNAIRES .....................................................................................14
STAGE 4.......................................................................................................................................15
OBJECTIVES ...........................................................................................................................15
STRUCTURE OF THE QUESTIONNAIRES .........................................................................15
PRETESTING...........................................................................................................................19
ADMINISTERING THE QUESTIONNAIRE .........................................................................20
DATA ANALYSIS PLAN............................................................................................................23
Categorization of Consumers....................................................................................................23
Demand Potential of Surf..........................................................................................................24
Key product concepts and segmentation...................................................................................25
STAGE 5 - DATA ANALYSIS AND CONCLUSIONS .............................................................26
Demographic and psychographic segmentation........................................................................28
Clustering based segmentation analysis....................................................................................32
Retailer Questionnaire analysis.................................................................................................34
Market share and sales calculations ..............................................................................................37

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RECOMMENDATIONS ..............................................................................................................38
LEARNINGS FROM THE PROJECT .........................................................................................39
APPENDICES...............................................................................................................................40
Exhibit I – Research Matrix ......................................................................................................40
Exhibit II: Market share variation in the 2005-12 period..........................................................42
Exhibit III - Depth interview responses ...................................................................................43
Exhibit IV: Quantitative structured Consumer survey form .....................................................58
Exhibit V: Quantitative structured Retail survey form .............................................................64
Exhibit VI: Codebook for Consumer Questionnaire.................................................................67
Exhibit VII: Codebook for Retailer Questionnaire ...................................................................72
Exhibit VIII: Kruskel Wallis tests based on demographic data ................................................75
Exhibit IX: K-means Cluster Analysis: Wash clothes, Current Bran, Variety of p...............80
Exhibit X: K-means Cluster Analysis: Preferred sm, Currently pa, Willing to P, If
current........................................................................................................................................84
SOURCES.....................................................................................................................................85

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Table 1: SWOT analysis of the HUL laundry care division ...........................................................8
Table 2: Buyer Stimulus-Response model , Source: Kotler, 2000 (KKKJ)....................................8
Table 3: Consumer decision making process flow..........................................................................9
Table 4: Consumer questionnaire design, purpose and the research category of each
question. ........................................................................................................................................15
Table 5: Retailer questionnaire design, purpose and research category........................................18
Table 6: Kruskal Wallis analysis of attributes with Age...............................................................29
Table 7: %age statistics based on age for high relevance factors .................................................29
Table 8: Kruskal Wallis analysis of attributes with Gender..........................................................30
Table 9: %age distribution based on gender for high relevance factors .......................................30
Table 10: Kruskal Wallis analysis of attributes with Geographic location...................................30
Table 11:%age distribution on geographic location for high relevance factors............................31
Table 12: K means Cluster based analysis ....................................................................................32
LIST OF FIGURES
Figure 1: diagram based on the responses from the depth interviews..........................................13
Figure 2: Respondent breakup via Age groups .............................................................................21
Figure 3: Respondents break up - % wise.....................................................................................21
Figure 4: Respondent break up by gender.....................................................................................22
Figure 5: Respondent breakup by geographic location.................................................................22
Figure 6: A consumer buying behavior map.................................................................................24
Figure 7: Number of respondents using various detergent brands................................................26
Figure 8: The preference of medium of detergent.........................................................................27
Figure 9: Preference of various promotional schemes..................................................................27
Figure 10: Perceptual mapping of detergents based on consumer response.................................28
Figure 11: No. of shops the brand was being sold (out of 15 responses)......................................34
Figure 12: Percentage distribution of shop space for detergents...................................................35
Figure 13: Percentage of space allocated to Surf of the total detergents space.............................35
Figure 14: Value for money on a scale of 1-10 (10 is highest) by retailers..................................36
Figure 15: Percentage distribution of different size packets being sold .......................................36

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EXECUTIVE SUMMARY
This report contains stages II and III of the entire project. The second stage deals with the
development of a complete research proposal. This includes the background, problem
definition, approach to the problem, analytical models to understand the current situation,
the research matrix, the research design and the data analysis plan. From analysis of
secondary sources it has been observed that HUL has not been able to capitalize on the
strong brand positioning in the laundry care segment and losing market share to national
competitors like P&G and other local players. With the help of a research matrix, a
research design has been developed where a qualitative depth interview was conducted to
understand the consumer preferences and look into the factors that HUL must focus on in
order to regain lost market share. With the guidance two structured questionnaires have
been developed, one for the consumers and one for the retailers in order to get a holistic
view of the current situation and the factors leading to declining market share of HUL
detergent line Surf Excel. With the aid of advanced quantitative tools for demographic
segmentation analysis, cluster analysis and retailer-consumer comparison, the main
conclusions that can be drawn is that Surf has to drop its price, while reducing its product
portfolio and promote aggressively the new portfolio by continuing the current theme of
advertisements and encourage more retailer benefits.

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STAGES 0, 1 and 2
BACKGROUND
Hindustan Unilever Ltd. (HUL) has been the market leader in various segments like
detergents, personal wash, laundry and ice-creams. Formerly known as Hindustan Level
Ltd., it was formed by the merger of 3 Unilever subsidiaries in 1956. Unilever entered the
Indian market as early as 1888 with the export of Sunlight soap. It set up its first Indian
subsidiary in 1931. The launch of block-buster products like Lifebuoy, Pears and Vim
helped HUL dominated the targeted markets for many decades. In order to grow into other
markets such as tea and ice-creams, it bought out successful and promising companies.
As of Nov 2012, it has lost its top position in 4 out of 10 categories. One of the key areas
where HUL has found it difficult to maintain its market share is the detergents segment.
From over 40% market share in 2008, it has been steadily going down, reaching a low of
35% in June 2010. Various strategies like price reduction, brand mergers and promotional
schemes have been used to boost up the sales which have led the market share to increase
to 37.5% in the third quarter for 2012.
In the same period P&G‟s market share increased to 16.5% up from 11.6% in the previous
quarter. The role of small companies and unorganized players cannot be ignored as they
have cumulative share of over 45%. HUL‟s focus has been on customers‟ wallet share
rather than volumes. Though the detergent segment has seen a small increase, the volumes
have been decreasing. This trend might not been an immediate worry since the current
profit margins are high. But with the current trend continuing, margins are bound to
shrink.
Surf Excel has been the leading detergent brand for HUL since 1959 and the first FMCG
detergent. Currently there are 6 variants of this product namely (i) Quick Wash Detergent
Powder, (ii) Blue detergent powder, (iii) Detergent Bar, (iv) Gentle wash, (v) Matic Top
Load and (vi) Quick Wash Detergent Powder. HUL has tried to cover the entire washing
segment by launching these variants. Surf Excel is positioned as Care Line (one stop
solution). It is available from 25gm sachets to 2kgs packs with an average profit margin of
5%. A cost plus mark-up policy has been used to price Surf Excel.

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PROBLEM DEFINITION
Management Decision Problem
How should surf excel recover HUL‟s lost market share in the laundry care market?
Market Research Problem
Broad Statement: To determine the impact of changes in the product portfolio, pricing and
positioning of Surf Excel on sales, profits and market share at various levels of the
changes.
APPROACH TO THE PROBLEM
Surf Excel has been the leading premium laundry care brand in India for many years now.
The target segment has been the housewives and young independent people. An attempt to
build a one stop solution has been made. Since laundry care is a highly fragmented market,
with many small regional players eating into the market share of the large national brands.
In order to understand this complex market where certain small changes have led to
significant increase in sales while some major innovations have failed to attract much
attention, we would focus our interviews such that an understanding as to why Surf Excel
has not been able to capitalize on its various strengths and what can HUL do to set things
in the right direction.
Statistics by Euromonitor (http://www.euromonitor.com) show fractured market and
variation over the last eight years. There has been a drop of close to 3% in the Surf market
share since 2008 [Exhibit 2]. Other secondary sources also indicate a similar trend.
ANALYTICAL MODELS
Before the research design is formulated, it is essential to understand the manufacturer and
customer behavior. We have used the stimulus response model. While price may be one of
the major criteria for both buying and brand positioning, there are other factors such as
marketing, packaging and promotional offers. A SWOT analysis of HUL laundry care
division has been done to identify key pointers to further guide the research design.

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Table 1: SWOT analysis of the HUL laundry care division
Source: http://www.scribd.com/doc/9823405/SWOT-Analysis-of-the-Detergent-Powder-
Surf-Excel
From the S-R model shown in table 2 we can create a flow of questions starting with the 4
Ps of marketing stimuli and other stimuli which help identify their impact on the buyer‟s
characteristics and the decision process of buying, which together comprise of the Buyer‟s
black box. Once the black box has been studied, we get a significant insight into the
buyer‟s responses in making choice of brand and product, timing of purchase etc. Hence it
is important to focus on buyers as well as sellers in order to understand the final outcome
of the concept under study.
Table 2: Buyer Stimulus-Response model, Source: Kotler, 2000 (KKKJ)
STRENGTHS
1. Strong brand image
2. Price quantity and variation
3. Constant innovation
4. Reach of products
5. Stong marketing department
WEAKNESSES
1. High priced products
2. Relatively easily imitable products
3. Extremely large variety in product
range causing confusion in buyers.
OPPORTUNITIES
1. Increasing demand for premium
products
2. Economies of scale due to growing
population
3. Changing lifestyle
THREATS
1. Large number of local players
2. Increase in production and labour
costs
3. P&G's growing market share over
the last 4 years.
Marketing Other
Stimuli Stimuli
Product Economic
Price Technological
Place Political
Promotion Cultural
Buyer‟s Black box
Buyer Buyer
character- decision
istics process
Buyer‟s
responses
Product choice
Brand choice
Purchase timing
Purchase amount

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A further analysis which shows the decision process of the customer is depicted in Table
3. Factors like price, product packaging, advertisements and promotional schemes
determine the recall factor of a brand and the likelihood of purchase.
Table 3: Consumer decision making process flow
RESEARCH MATRIX
The research matrix shows a sequential flow of data starting which is built on the
management decision problem. The matrix is broken down into the marketing decision
problems which are used to develop further marketing questions to elicit the desired
information. A detailed Research Matrix is given in Exhibit 1. The Research Design is
developed below.
RESEARCH DESIGN
The initial data collected would be using depth interviews (DI). This approach has been
adopted to get a holistic view of the opinions of people with diverse background.
The following details give more light on the research approach:
CONSUMER AND DEALER STUDY
Kind of information to be obtained – An in-depth interrogation on what are
the strengths and drawbacks of the product. Based on the qualitative responses
obtained in the first round of interviews, an objective questionnaire is to be
developed to give a clear understanding of the current brand perception and its
drawbacks and scope for improvement.
Method of administering questions – The qualitative questionnaire will be
conducted personally or via telephone so as to record real time responses and
ask pertinent questions based on the responses. The objective (structured)
questionnaire will be administered electronically and on paper in the form of
survey.
Scaling techniques – A combination of scaling techniques would be used in
order to develop an objective research analysis. These would include
comparative scales such as nominal, ordinal and interval scales. Non
Awarenes
s
Interest Understandin
g
Attitude Purchase
Repeat
Purchase

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comparative scales used would be Likert scale and Semantic Differential scale.
Validity and reliability tests would be done based on the results of different
scales.
Nature of questionnaire – The unstructured part would typically run for 30
minutes, where detailed responses are expected and questions are designed to
elicit the same. Each question has a typical answer span of around 1 minute.
The structured questionnaire contains around 30 questions with the response
time expected to be 10 minutes. The retailers will be given a structured survey
of 10-15 questions, total response time being less than 10 minutes per survey.
Sampling plan and sample size – The unstructured questionnaire will be
administered to 6 people and the structured questionnaire to 50 people. People
with diverse backgrounds, regions and different walks of life would be selected
as Surf excel as a brand is trying to be a one stop solution to all washing needs.
10 retailers will be given a separate structured questionnaire.
DATA ANALYSIS PLAN
Unstructured Questionnaire
This was taken for the consumers only. The data will be primarily analyzed using
language processing. First, a comprehensive list of the key attributes will be filtered from
the responses. After generating a list of attributes, key words from the response will be
mapped together to form clusters and sub clusters. The entire mapping, known as the
Language Processing diagram will be thus generated. This would help us understand the
main focus areas that need to be worked on to improve the sales of Surf as well help us in
identifying the key aspects of improvement in each of the focus areas, as well as identify
the relevant target segment, designing the problem statement more accurately and gain
additional insights into the research that is needed.
Structured Questionnaire
For structured questionnaire, statistical tools like Frequency Distribution, Hypothesis
Testing and Cross Tabulation would be used. Frequency distribution will help in finding
the number of people and the proportion that are interested in Surf Excel. Hypothesis

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testing would help in identifying whether the values or proportions or percentages found
via Frequency Distribution are statistically significant or not. In addition, tests like the
Chi-square test, Phi Distribution test, F-Distribution test etc can also be used for Cross-
tabulation, i.e., knowing the linkage or relationship of one variable with other variables.
This may help in establishing the accuracy of our predictions for demand of merchandise.

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STAGE 3
The objectives of this stage are –
1) Assess the current brand perception and positioning of Surf Excel
2) Impact of price changes on demand
3) Bring out any attributes that are crucial for the brand‟s success
STEP 1: CLUSTERING VARIOUS ATTRIBUTES
The detailed in-depth interviews are given in Exhibit 3(a) to 3(f). The purpose of this
unstructured qualitative approach was to extract various attributes and group them in
obvious clusters to generate product concepts, concepts which must be focused on by
HUL in order to regain their lost market share and reach a more commanding position in
the laundry care market.
Key product attributes have been identified below.
1) Surf excel is a high quality brand
2) Surf excel can improve its image by reducing the price
3) I am loyal to surf excel
4) Surf excel is the image of reliability and fights stains clean well
5) I would like a one stop solution for all my washing needs
6) I am not as willing to switch to another brand even though they may have
promotions
7) I would like to hear about my ideal detergent through television
8) The ideal detergent should be fragrant and fresh to smell
9) I wish to take special care of branded and more expensive clothes.
10) I take more care of woolens as compared to summer wear.
11) Ideally I would wash with care and caution using a good detergent.
12) Always, I grew up watching this brand (surf) - it has always been used by my
family
13) I guess, it was do with the price - I found Surf pretty expensive
14) Powder is the preferred medium of washing clothes

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15) Gentle on clothes, no color fading, good to skin, work equally well in washing
machine
16) I buy detergent in Kirana stores.
17) Promotion from other brands would not affect me since I am quite loyal to surf
excel. However I would welcome any promotion by surf excel.
18) I know they have 2 -3 different products - but am not exactly sure what they are
19) Just know about normal surf excel
20) If new features appear on the advertisement, then will try to use it. Identify with
the ad promising good stain removal and whitening.
Diagram follows from grouping of these product concepts. Three major groups have
been identified under the following headings (in particular order)
1) Brand perceptions – Though there is a strong local presence in this highly
fragmented market, people would prefer buying the more well known brands if
priced competitively.
2) Communication – Respondents were of the opinion that clear communication of
the entire product range must be there so that they are aware of their presence.
Communication, say ads must innovative and something that they can relate to.
3) Quality of detergent – factors like fragrance, lather and color are important in
making the decision.
Figure 1: diagram based on the responses from the depth interviews.
Surf excel is an ideal detergent , which can improve market share by reducing its price and
making its product range more visible
I am not as
willing to
switch to
another brand
even though
they may have
promotions
Surf excel is
the image of
reliability and
fights stains/
clean well
I am loyal to surf
excel
Surf excel can
improve its
image by
reducing the
price
Surf excel is a
high quality
brand
I would like to
hear about my
ideal detergent
through
television
I would like a
one stop
solution for all
my washing
needs
The ideal
detergent
should be
frangrant and
fresh to smell,

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STEP 2: ADDITIONAL INFORMATION NEEDED
Information from the supplier side is also very essential in understanding the market
trends. Information regarding the sales and distribution network, market penetration and
the relative presence that Surf gets over other brands in departmental stores and super
markets needs to be collected. A structured survey will be used to get information in this
regard.
Also the demographic perceptions will need to be factored while carrying out the analysis.
Nagpur is a city with a population of 2 million, roughly translating to 0.7 million
households. There are 919 females to every 1000 males with a cumulative literacy rate of
79.8%.
With the completion and analysis of the diagram, a preliminary structured questionnaire
has been developed.
STRUCTURED QUESTIONNAIRES
With the completion of the depth interview and framing of the diagram, we are now in a
position to develop a structured quantitative questionnaire. A preliminary attempt has been
made to develop a survey for both consumers and retailers so as to identify where all
improvements can be made. The consumer survey would be given to people from diverse
backgrounds as well as from different parts of India. This would ensure a more objective
analysis of the report. The retailer survey would be conducted in Kirana stores across
Nagpur so not to limit to the trends of one particular locality. Exhibit IV contains the
consumer survey form while Exhibit V contains the retailer survey form. Both are in the
preliminary stage and need further refinement.

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STAGE 4
OBJECTIVES
Instrument preparation
Pre test
Data collection and
Sample analysis
STRUCTURE OF THE QUESTIONNAIRES
With the understanding and insights obtained through the qualitative questionnaire and its
analysis, we developed a preliminary structured questionnaire. This was done in two
stages
i. Consumer survey – To understand the trends and preferences of people from
various backgrounds
ii. Retailer survey – This was conducted as covering even one store would help us
get an aggregated data of a lot of consumers. Our survey was restricted to Nagpur
city. It gave us an understanding to how the preferences change with locality and
the nature of the store.
In the following sub section, we have discussed both the questionnaires in terms of the
purpose and the broad categories to which each of these questions fall. Through this
approach, we were able to devise a balanced questionnaire which aimed to cover all
aspects of consumer behavior.
The consumer questionnaire floated consisted of 25 questions. The questionnaire helps
address 4 main issues: - Segmentation, Attributes, Brand marketing and Price elasticity.
Table 4: Consumer questionnaire design, purpose and the research category of each
question.
Serial
No.
Question Purpose Category
1 How do you wash your clothes? General perception of quality
is obtained
Segmentation

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2 What is the current brand of
detergent you are using?
Identifying the current users Segmentation
Demand
3 Which detergents have you
used in the past?
Identifying market potential Segmentation
Demand
Competitor
analysis
4 Which product variety of Surf
would you like to use?
Nature of the product Demand
Attributes
5 What kind of smell would you
like in your detergent?
Features of the product Attributes
Demand
6 What packet sizes of detergents
do you generally use?
Number of SKUs Demand
Attributes
7 How much you are currently
paying for ½ Kg pack of
washing detergent?
Price elasticity and
positioning of detergents.
Develop pricing strategy.
Price elasticity
8 How much you are willing to
pay for ½ Kg pack of washing
detergent?
Upper price limit for the best
quality detergent. Develop
pricing strategy.
Price elasticity
9 Which following packaging
mediums would you like to
have for your most commonly
bought quantity of powder?
Aesthetics, presentation and
easy of portability and
storing of product
Attributes
10 In a detergent could you please
indicate key features
Understand the key features
as perceived by consumers
Attributes
11 Why do you use the current
brand?
Understanding the market
maturity and
Competitive
analysis
12 If your brand is not available at
the store where you usually
make purchases, most probably
Brand loyalty, preference of
consumer and product
perception
Segmentation

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what will be your response?
13 What is your most preferred
promotional scheme?
Which is the most preferred
promotional scheme
Brand marketing
14 Which brand has the most
influential ads?
To understand if any change
in ad theme is required or not
Brand marketing
15 Through which medium of
promotion you are more likely
influenced?
The best way to reach out to
consumers
Brand marketing
16 Does your consumption of
washing powder vary
seasonally?
Nature of powder used Seasonality
17 How loyal are you to your
current brand of detergent?
Direct question on brand
loyalty. To check
consistency with Q16
Segmentation
18 Please choose the most
appropriate option for the basic
detergent quality
To understand if a focused
product is preferred or a
generic one
Attributes
Segmentation
19 Do technological innovations in
detergents influence your
decision to buy the detergent?
The influence of R&D on
buying behavior
Attributes
Brand marketing
20 If Yes, then which detergent
brand to you find to be the most
technologically advanced
Quality and performance of
brand
Brand marketing
21 Name Demographic data on
consumer segmentation
Segmentation
22 Age Demographic data on
Segmentation
23 Occupation Demographic data on
Segmentation

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24 Which part of the country do
you originally belong to?
Demographic data on
Segmentation
25 What is you education level? Demographic data on
Segmentation
The retailers‟ survey also attempts to address issues similar to the above survey, but at a
more holistic and aggregated level.
Table 5: Retailer questionnaire design, purpose and research category
Serial
No.
Question Purpose
1 What is the frequency of detergent orders? Understanding ordering characteristics
2 What are the brands that you order? Understanding ordering characteristics
3 What is the most selling brand? The most preferred brand sold by the
store
4 How often does the Surf salesman visit your
shop?
To check consistency with Q1
5 On a scale of 0 to 10 (0 being very poor and 10
being very good) please rate the quality of
service provided to you by HUL
Understand the service quality
perceived by the retailers
being very good) please rate the promptness of
delivery
To dig deeper into Q5
being very good) please rate the incentive
schemes provided by HUL for Surf
Another depth question of Q5. Q6 and
Q7 together would be used to see if
sum of parts equals the whole
8 What types of detergents give more profit
margins?
The more preferred type of detergent
of the retailer
9 Which is the brand that offers maximum
offers? (Price discounts, extra quantity etc.)
To know which brand in the market is
being aggressive in its promotions

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10 How much Shop space is allocated to
detergents?
The importance of
11 What proportion of the allocated space is
allotted to Surf?
The preference of surf over other
detergents
12 What brand according to you rates highest in
terms of quality?
This will depict how the salesmen of
different brands have been able to
promote their products
13 Which brand according to you rates highest
when it comes to value for money?
how the salesmen of different brands
have been able to promote their
products
14 Are there any seasonal variations in demand
for detergent?
To understand if there is any
seasonality factor in the detergent
market
15 If yes, then how high/low are the sales of Surf
in summer as compared to winter?
To know the extent of the seasonality
16 What is the most frequently purchased quantity
of powder detergents?
Most commonly sold detergent pack
size
17 Name of store Demographic information
18 Location Demographic information
PRETESTING
The consumer questionnaire was administered to 5 people and retailers questionnaire to
two retailers. The objective of the pretesting was to judge the following:
1) Ease of completion of the survey
2) Clarity and lucidity of language
3) Clarity of the context of which the survey is being filled up

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The following are the outcomes of the pre-testing
Consumers‟ Questionnaire
 Language of Q9 is not clear. It was rephrased to make it grammatically right
 Q10 is very subjective and needs to be broken down ask people to rate key features
identified in the depth interview. This was broken down into 5 sub questions
asking users to choose a particular value in a range.
 Gender and marital status were to be added to get a more detailed demographic
information
The survey updated questionnaire can be found as Exhibit IV.
Retailers‟ Questionnaire
 Name of the store did not hold much significance, and was hence removed.
 The average quantity of detergents sold by the store
The final structured questionnaire is shown in Exhibit V.
ADMINISTERING THE QUESTIONNAIRE
The consumer questionnaire was floated as an online survey which was individually
mailed to all the respondents. To capture as diversified people as possible, it was sent to
people outside Nagpur, basically people with diversified demographic details.
A total of 60 responses were obtained out of with 10 were not very usable and they were
discarded. Hence we have performed our analysis based on 50 consumer responses.
The retailer questionnaire was administered personally by going to their shops. A total of
15 unique responses were recorded, with all of them usable. The retailers belonged to
different localities in Nagpur.
The breakup of the respondents based on various demographic information is given in the
below figures.

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Figure 2: Respondent breakup via Age groups
Figure 3: Respondents break up - % wise
44%
28%
28%
Respondent breakup by Age
<25 years
25-35 years
>35 years
Consumers -
77%
Retailers -
23%
Respondent break up

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Figure 4: Respondent break up by gender
Figure 5: Respondent breakup by geographic location
60%
40%
Break up by Gender
Males
Females
32%
24%
34%
10%
Respondent breakup by Geographic location
North
South
West
East

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DATA ANALYSIS PLAN
We now revisit the data analysis plan mentioned in the Stage 2 of the report to refine it
based on the data available with us.
Categorization of Consumers
a) Exploring Segments: Based on the category that we have put each of the
questions in the structured questionnaire, we try to explore some of the
segmentation possibilities based on the demographic information such as age,
gender, geographic location etc. We will employ Kruskal Wallis test to see if
variable means across segments are consistent or not. The variables to be taken
will be from questions 10, since they are ordinal data, and this is one of the best
methods to perform a non-parametric test.
b) Clustering of Attributes: This method will be used to cross- verify the results
obtained by Kruskal Wallis test. Any inconsistency in the results of the two
methods could reveal some insights into the differences and also provide scope for
further refinement of the data analysis plan.
c) Correlation between consumer and retailer information: We would also like to
correlate the results obtained by analysis of the two data to check consistency of
results and the possible causes for differences that have arisen.

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Demand Potential of Surf
The diagram below shows the consumer buying behavior.
There are broadly two categories:
(i) People sure about what to buy
(ii) People who are unsure of what to buy
The diagram along with the data from the survey would explain some characteristics.
Figure 6: A consumer buying behavior map
Are you sure about the
detergent brand you are
buying?
Is Surf you
preferred
product?
What do you ask
for in a store about
a detergent?
What if the quality
you are looking for
is not there?
Yes
No
Any
detergent
Quality
centric
Very loyal
Customer Market
Potential
Availability of
right mix matters –
low loyalty
customers
Yes
No
Potentially loyal
customers/market
potential Low loyalty
customers
Look
somewhere
else
Buy anything
available

25
The above figure gives us an understanding of the buying behavior and the target segment
we need to focus on. From the above analysis we need to primarily target people who have
a clear idea about the quality they want but are not too brand centric.
Further analysis in the following sections would reveal more quantitative data that would
be coupled with this figure to generate suitable conclusions.
Key product concepts and segmentation
a) Cross Tabulation: We carry out cross tabulation of questions belonging to the
same categories which would help understand the differentiating factors and
qualities required in a product.
Cross tabulation of responses to similar questions from consumer and retailer
survey will be created to obtain a logically consistent data. The questions are
primarily used to determine the product quality and the pricing required to make
Surf successful.
b) Frequency distribution: this would help gauge the extent to which a particular
response or buying behavior is prevalent among the consumers. This would also
reveal the quantity of sales actually occurring from the retailer‟s point of view and
the benefits that the retailers receive for promoting that product.
c) Choosing the target segment: Based on the demographic variations to responses
and the buying behavior, a suitable target segment and suitable targeting plans for
the same would be developed.

26
STAGE 5 - DATA ANALYSIS AND CONCLUSIONS
The data analysis would begin with the frequency distribution of responses based on
various categories such as demographic segmentation, attributes and demand. This
preliminary data analysis would help reveal in some cases, the highly preferred choice of
one group as compared to the other groups.
Figure 7: Number of respondents using various detergent brands
0
5
10
15
20
25
Surf Tide Wheel Others
Current Detergent Usage
0
5
10
15
20
25
30
35
Soap cakes Powder Liquid
Medium of detergent

27
Figure 8: The preference of medium of detergent
Figure 9: Preference of various promotional schemes
Some other important trends through scanning of consolidated surveys:
Current Surf users
 Nearly none of the current Surf users are from South India -2 out of 22
respondents
 People are generally loyal to their brand – 20 out of 22 respondents
 Most of the current Surf users are below the age of 25 – 18 out of 22 respondents
Current Non-Surf users
 People are sensitive to prices and buy detergents priced between Rs.30 and Rs.50 –
all 28 respondents
 Most of them use the current brand because it is a force of habit
 Majority of the respondents are from either South or North India
0
5
10
15
20
25
Discounts Extra qty. at same price Bundling of other
products
No schemes
Preferred Promotion Method

28
Figure 10: Perceptual mapping of detergents based on consumer response
Figure 10 shows the perceptual mapping of various leading brands present in India. Surf
leads the pack both in terms of price and quality.
Demographic and psychographic segmentation
We first perform non parametric Kruskal Wallis tests across the following segmentations:
a) Age: We tested age with attributes described in Q10 (which cover key product
features) to determine if the trends are same across all the clusters or not. The level
of significance was calculated with the null hypothesis being that the responses
depend on the age. Exhibit VIII shows the results of the statistics.
b) Gender: We tested gender with attributes described in Q10 (which cover key
product features) to determine if the trends are same across all the clusters or not.
The level of significance was calculated with the null hypothesis being that the
responses depend on the age. Exhibit VIII shows the results of the statistics.

29
c) Geographic location: We tested the geographic location with attributes described
in Q10 (which cover key product features) to determine if the trends are same
across all the clusters or not. The level of significance was calculated with the null
hypothesis being that the responses depend on the age. Exhibit VIII shows the
results of the statistics.
The results of the analyses are as follows:
There are some attributes that show a definitive variation with the demographic
segmentations. This is based on the „P‟ values obtained after adjusting for the ties
(redundant responses). The following tables summarize the observations based on the
Kruskal Wallis analysis.
Attribute Correlation
Removes tough stains Good correlation
Gentle on hands No relation
Smells Fresh Good correlation
Color Good correlation
Price Average correlation
Table 6: Kruskal Wallis analysis of attributes with Age
AGE <25 years
(44%)
25-35 years
(28%)
>35 years
(28%)
Removes tough
stains
95.4 % have high
preference
85.7% have low or
neutral preference
100% have high
preference
Smells Fresh 81.8% have high
preference
100% have low or
neutral preference
100% have high
preference
Color 81.8% have low or
neutral preference
85.7% have low or
neutral preference
85.7% have low or
neutral preference
Low Price 78% have high
preference
100% have high
preference
50% have low or
neutral preference
Table 7: %age statistics based on age for high relevance factors

30
Removes tough stains High correlation
Gentle on hands Small relation
Smells Fresh High correlation
Color High correlation
Price High correlation
Table 8: Kruskal Wallis analysis of attributes with Gender
GENDER Male
(46%)
Female
(54%)
Removes tough stains 73% have low or
neutral preference
95.4 % have high
preference
Smells Fresh 81.8% have low or
neutral preference
91.4% have high
preference
Color 81.8% have low or
neutral preference
85% have high
preference
Low Price 75% have high
preference
86.3% have high
preference
Table 9: %age distribution based on gender for high relevance factors
Removes tough stains Average correlation
Gentle on hands Average relation
Smells Fresh Small correlation
Color High correlation
Price High correlation
Table 10: Kruskal Wallis analysis of attributes with Geographic location

31
GEOGRAPHIC
LOCATION
North
(32%)
South
(24%)
East
(10%)
West
(34%)
Smells Fresh 62.5% have
high preference
64% have high
preference
100% have
high preference
64.7% have
high
preference
Color 70% have low
or neutral
preference
85.7% have low
or neutral
preference
85.7% have
low or neutral
preference
94.11% have
low or neutral
preference
Low Price 87.5% have
high preference
67% have high
preference
50% have low
or neutral
preference
58.9% % have
high
preference
Table 11:%age distribution on geographic location for high relevance factors

32
Clustering based segmentation analysis
We would now do a cluster based segmentation to validate and compare the results
obtained by the demographic based segmentation.
We would be using the K-means clustering to generate 3 main clusters and study the
behavioral pattern of each cluster. Exhibits IX and X have detailed computational results.
The summary of the outputs is that we have come up with 3 main clusters with the
following characteristics:-
Cluster 1 Cluster 2 Cluster 3
Number 12 22 17
Percentage people 24 % 43 % 33%
Preferred Smell Regular aroma Flower scented No aroma
Price sensitivity Not price sensitive Most price sensitive Fairly price
sensitive
Willingness to
switch
Low High High
Promotions Not affected Influenced Influenced
Innovation Important Important Not important
Loyalists Highly Price
sensitive
Value for money
Table 12: K means Cluster based analysis
Cluster 1
 This cluster contains those people who are extremely loyal to a brand.
 They are not very sensitive to price changes.
 While it is difficult to change their mindset to buy another brand, factors like
innovation and no-frills is the key to them being loyal.
 A very small number of respondents out of this cluster said they were affected by
promotions. By and large, there is not much influence on them.
 Most of the respondents belonging to this category chose Surf as their current
brand.

33
Cluster 2
 This is where the bulk of the respondents belonged to. A highly price sensitive
segment, a lot of factors account to them buying a particular brand of detergent
 The preferred smell is flower scented. This has been observed in Ariel and Tide,
while Surf does not offer this.
 They are highly willing to switch, but technological innovations and ad-promotions
play a key role in them buying a particular brand
 While this segment found Surf to have very influential ads and also a majority of
them found the Surf to be technologically advanced and superior, the price factor
and smell outweighed their benefits.
 Majority of the respondents did not choose Surf as their current brand.
Cluster 3
The second largest cluster, it contains those people who look for products having a good
value for money.
 This group is fairly sensitive to price, but the willingness to switch is high.
 While they are influenced by promotions, technological advancements do not
affect their buying decisions.
 This current brand response of this group was equally divided.
A cross reference with the Kruskal Wallis results shows that price sensitivity is similar in
both the analyses (around 75% are sensitive). A look up on the fields having low price
sensitivity and more stress on washing quality showed Surf users (current) as a vast
majority. This is in parallel with the characteristics of the “Loyalists” obtained from the K
mean clustering, indicating a further consistency between the two methods.

34
Retailer Questionnaire analysis
The following are the graphs from the survey of retailers.
 There is incentive incompatibility for the retailers through the salesmen channel
o Even though the salesmen are regular in their visit and prompt in their
delivery, the discounts and promotional schemes offered to the retailers is
the least for Surf.
o The profit margins are less as compared to other detergents. Hence the
incentive to push Surf is low
o There is cannibalization by Wheel to an extent, since a lot of promotional
schemes are offered with it.
 While many consumers responded by saying that there was a difference in
detergent consumption based on the season, none of the retailers found this to be
true.
 Surf rates very high in terms of value for money when the quality of the product is
in question
Figures 11 to 15 are graphs showing some statistics of the retailers‟ survey.
Figure 11: No. of shops the brand was being sold (out of 15 responses)
0
2
4
6
8
10
12
14
16
Surf Wheel Tide Ariel Ghari

35
Figure 12: Percentage distribution of shop space for detergents
Figure 13: Percentage of space allocated to Surf of the total detergents space
0%
10%
20%
30%
40%
50%
60%
70%
1%-3% 3%-5%
0%
10%
20%
30%
40%
50%
60%
<10 % 10 to 20% 20 to 30%

36
Figure 14: Value for money on a scale of 1-10 (10 is highest) by retailers
Figure 15: Percentage distribution of different size packets being sold
Correlating the data with the consumer survey, we found that the problems are similar in
some cases and interdependent in others. Incentive incompatibility leads to lower sales per
shop, and higher prices with low margins discourages both consumers and retailers from
buying it. 500gm packs are most preferred as well as sold in shops; hence they must be
promoted the most.
0
1
2
3
4
5
6
7
Surf Wheel Tide
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Sachets 500 gm 1 kg
AxisTitle
Axis Title

37
Market share and sales calculations
Currently, Surf enjoys an average of 20% shop space available for all detergents. The
current price of Surf Excel Stain remover is Rs 72 per 0.5 kgs. Tide costs Rs. 43 for the
same quantity. Ariel, its closest competitor in terms of price and quality is around 10%
cheaper. Currently Surf has around 20% market share.
The current detergent market is valued at Rs. 9000 crores. Thus Surf earns revenue of Rs.
1800 crores in sales. In order to boost this number, say there is a 5% drop in price
(including a 2.5% discount to retailers). From the structured questionnaires, 22.5% of the
non users are willing to use Surf for a drop in prices. This means around 17% of the total
market share. There would be incentive for the retailers to promote Surf as well owning to
greater profit margins. Taking a conservative 10% increase in its consumers (or an
increase of 2% in market share), total revenue from sales is Rs. 1881 crores.
The operating profits on the other hand will drop from Rs. 540 crores to Rs. 495 crores (at
70% expenses before interest and tax).
Thus a conservative numerical work indicates that even a 5% drop in prices, which
includes incentives for retailers as well, will significantly boost the sales and the market
share of Surf. But this is at the cost of profits. In a fragmented and a highly mature market
like this one with 98% penetration, it becomes very difficult to induce change, and some
compromises are essential to achieve the set targets.

38
RECOMMENDATIONS
Most of cluster 1 respondents are Surf users. Cluster 2 and 3 contained respondents mostly
buying other brands of detergents. As mentioned before, the current marketing strategy is
to place Surf in a premium segment. While the brand as a whole tried to provide a one stop
solution to its consumers, a total of 6 sub-brands make it difficult for consumers to choose.
Despite being the market leader, the current strategy has led to a gradual downfall in
market share, with brands from rival firms gaining ground.
Below are our recommendations which we felt most pertinent in order to regain the lost
market share and gain more ground than ever before:-
1) Product portfolio: While the more loyal consumers of Surf preferred a separate
detergent for each type of washing need, most of the consumers felt that a one-stop
solution within the product is more preferable. The retailers‟ survey revealed that
very few actually hold stock of more than 3 products of the Surf brand. The
awareness drops even further when we interviewed the consumers. Hence, a more
streamlined approach by restricting products to 3 must be taken in order to ensure
there is more understanding and acceptability by all consumers.
2) Pricing: Surf is currently perceived as a high price detergent. The perceptual map
showed that while it rates highly in quality, it leads the pack in terms of price as
well. This should be reduced, as a majority of the consumers (mostly Cluster 2 and
Cluster 3 respondents) are price sensitive and are not using Surf, the primary
reason being the price.
3) Positioning: Based on the responses, we find that Surf is regarded as a top quality,
premium brand. This positioning should be maintained, but priced such that it
should be treated as a premium brand available at a reasonable price. The current
innovative ad campaign theme must continue as most users perceive it to have one
of the best impacts.
4) Incentives: More incentives need to be given to the retailers to promote the
product. Incentives like additional discounts or bonus coupons to retailers will
encourage them to not only allocate more shop space, but also promote them over
other brands.

39
LEARNINGS FROM THE PROJECT
The objective of the project was to explore and interact with the real world people and
analyze a situation to have some potentially real impact. It was also guided to develop a
sense of methodical and quantitative approach to marketing problems and develop a keen
sense of consumer preferences.
Narrowing down on the management decision problem involved focusing on how best to
capture the market share. Once it was decided that an existing brand is to be promoted for
the purpose, the flagship brand of HUL was chosen to lead the way. This gave an
opportunity to reverse the downward market trends that Surf has seen in the last few years.
Exploratory depth interviews were conducted to get some key insights to consumer
behavior and choices. Once sufficient data was collected, an LP diagram was constructed
which helped us in picking up some key words and concepts. These were then used to
develop a structured objective questionnaire which was administered to both consumers
and retailers. This gave us a holistic view of the current situation.
Asking retailers served one another purpose. We were not able to cover the local people
since most of them refused to fill in the surveys. So, we targeted those retail shops where
the local and poor people generally buy. This way, we were able to get aggregated
information from these places.
A rigorous quantitative analysis of the questionnaire led a logical and a coherent
conclusion which catered to the management decision problem as well the marketing
research problem.

40
APPENDICES
Exhibit I – Research Matrix
Research
Problem
Research
Questions
Information needed Source of
Information
Analysis Plan
What are the
criterions that
the customer
segment uses to
buy a detergent?
Where do you
generally shop for
clothes? Are there
any
specific/brands
you purchase?
The quality of clothes
generally used.
Primary –
depth
interview
The data
obtained through
primary research
will be used
How do you care
for your clothes?
The extent to which
the clothes are taken
care of
Primary –
depth
interview
The data
obtained through
primary research
will be used
What is the
feeling that you
want while
washing clothes
To understand the
level of care that the
respondent is willing
to take and the extent
to which he wants his
clothes to be clean
and the kind of
feeling and
confidence the
detergent gives
Primary –
depth
interview
The data
obtained through
primary research
will be used
What is the
significance of
clean and well
maintained
clothes
To understand how
the detergent works in
terms of strength and
harshness. This also
should give a relation
between the price
elasticity and quality.
Primary –
depth
interview
The data
obtained through
primary research
will be used
How does price
pay a role in
selecting your
detergent
This gives a direct
relation with the price
being paid with the
quality of care of the
clothes taken
Primary –
quantitative
interview
The data
obtained through
primary research
will be used
How to increase
the switching of
customers from
other brands to
HLL
If certain brands
have promotions
how willing are
you to switch to
the brand?
This gives an
indication of the
sensitivity of
customers and
whether promotion
may increase the sales
Primary-
Depth
interview
The data
obtained through
primary research
will be used

41
How much do
you relate with
surf excel
advertisement?
This gives an
indication of scope of
improvement of
advertisements to
increase the decibel
level and quality of
the ads.
Primary-
Depth
Interview
The data
obtained through
primary research
will be used
How to improve
the image of Surf
Excel and Rin?
This gives a feedback
from the customers
themselves on their
perception of the
image and ways to
improve according to
them.
Primary-
Depth
Interview
The data
obtained through
primary research
will be used
How would you
like to hear about
the detergent?
This gives the
possible medium of
communications on
which the customer
relies?
Primary-
Depth
Interview
The data
obtained through
primary research
will be used
What range of
HUL laundry care
products are you
aware of?
To gauge the level of
the awareness to the
product portfolio of
HLL in the detergent
market.
Primary-
Depth
Interview
The data
obtained through
primary research
will be used
To understand
the impact of
technology and
new innovations
on the customer
purchasing
decision.
How do you
perceive the new
technology in the
market?
This gives an
indication of customer
awareness about the
new technology in the
market and their
effect on the
purchasing decision.
Primary-
Depth
Interview
The data
obtained through
primary research
will be used
Should the
detergent be a one
stop solution for
all the needs?
It illustrates the
reaction of the
customer to a new
possible product.
The data
obtained through
primary research
will be used
Role of sales
department on
the penetration
in the market
and store
presence
How effective is
the sales force in
reaching the
market and
maximizing shop
space visibility.
How happy are the
dealers and retailers
with the sales
department and
distribution network.
Primary –
quantitative
survey
The data
obtained through
primary and
secondary
research will be
used

42
Exhibit II: Market share variation in the 2005-12 period
Product Company 2005 2006 2007 2008 2009 2010 2011 2012
Surf Unilever Group 22.8 22.6 21.2 21.1 20.4 20.7 20.1 19.9
Wheel Unilever Group 17.8 19.4 19.9 19.1 19.3 19.4 19.7 20.2
Nirma Nirma Ltd 14.6 13.6 13.5 13.8 13.9 13.8 12.9 12.1
Ghari Ghari Industries Pvt Ltd 10.6 10.7 10.9 11.2 11.5 11.9 12.1 12.3
Ariel Procter & Gamble Co, The 5.8 5.1 4.7 3.7 3.2 3.2 3.2 3.2
Ujala Supreme Jyothy Laboratories Ltd 2.8 2.9 3.1 3.2 3.3 3.4 3.5 3.1
Fena Fena Ltd 2.5 2.6 3.5 2.7 2.7 2.6 2.7 2.9
Henko Henkel KGaA 2.1 2 1.8 1.7 1.6 1.6 1.8 1.9
Nima Nirma Ltd 2 2 2.1 1.9 1.5 1.5 1.3 1
Sunlight Unilever Group 1.5 1.5 1.1 0.5 0.5 0.5 0.6 0.7
Robin Reckitt Benckiser Plc 1 1.1 1 1.1 1 1 1 0.9
Tide Procter & Gamble Co, The 0.9 1 1.3 2.4 3.1 3.4 3.8 3.9
Mr White Henkel KGaA 0.8 0.8 0.7 1 1.2 1.2 1.2 1.2
Chek Henkel KGaA 0.7 0.8 0.8 0.8 0.8 0.8 0.8 0.9
Amway Amway Corp 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.4
Ezee Godrej Group 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5
Ala Unilever Group 0.5 0.5 0.5 0.5 0.4 0.4 0.4 0.4
Revive Marico Industries Ltd 0.2 0.2 0.2 0.2 - - - -
Ranipal Pidilite Industries Ltd 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.2
Vanish Reckitt Benckiser Plc - - - - - 0.2 0.3 0.5
Revive Marico Ltd - - - - 0.2 0.2 0.2 0.2
Private label Private Label 1.3 1.3 1.4 1 1.1 1.2 1.4 1.4
Others Others 10.8 10.8 11.2 13.1 12.8 11.8 11.8 12.5
Total Total 100 100 100 100 100 100 100 100

43
Exhibit III - Depth interview responses
Exhibit III (a)
Mr. Sudhir Nikhade, Male, 24 years, Student
Where do you shop for clothes?
Normal standalone shops
Are there any specific/brands you purchase?
No
How do you care for your clothes and how are they washed?
I wash the clothes myself in the washing machine. I don‟t believe the dhobi can do a better
job.
How often do you wash your clothes?
Once a week
Do you distinguish between the care of branded and unbranded clothes
No, I don‟t make such a distinction. Given the time constraint, I put all of them for
washing together
Are there any differences between the way you care for clothes in general.. say between
winter and summer clothes
No, I can‟t say that I care for them differently
What is your perception of washing very expensive clothes by yourself (or dhobi)?
I give them to a laundry rather than put them in the washing machine
How would you ideally want to care for your clothes?
I am happy with the way I currently care for my clothes - I don‟t think there is an ideal
way
good detergent, nice soft brush, and a good conditioner (e.g. Bambi)
What is your preferred detergent brand
Tide
Has this always been your favorite brand?
No, I can‟t say I have a favorite brand as such - I started with Ariel, then went on to surf
and now use Tide.
If not, what prompted you to switch?
I guess, it was do with the price - I found Surf pretty expensive
How loyal are you to your current brand, some pointers being price fluctuation, quality of
product etc

44
I am not very loyal to my current brand - if I get better value for my money, I will switch
What is your preferred medium of washing clothes? (cakes/ powder/liquid)
Powder
What do you look for in a detergent?
Does a good job of cleaning more than anything else
What is the ideal detergent for you?
Through cleaning of clothes
How should it look?
How should it smell?
I would prefer it to be odorless
How should the packing look like and what quantity would you prefer?
The packaging should not look too gaudy, simple is better
What other qualities you look for in the detergent?
Nothing besides the ones, I have already mentioned
What factors affect your purchasing decision for a detergent?
I don‟t think too much besides a good price and good washing quality
How would you like to hear about your ideal detergent?
Television
Where do you shop for detergents?
Convenience stores
With whom do you shop (especially while shopping) detergents?
Nobody
To what extent does this person influence the kind of detergent you purchase?
Not applicable
If certain brands have promotions, how willing are you to switch to that brand?
Yes, I will try the brand out at least once. If I find it good enough, I might consider
switching
How do you perceive the „new technology‟ which is used in today‟s detergents, as in stain
removal, quick-wash etc?
I am not convinced that you can have 'new technology' in these detergents. It‟s more of a
marketing gimmick.

45
Should the detergent be a one stop solution for all needs – or should different problems be
addressed by different detergents? (Softening/ whitening/ stain removal)
I would prefer a one stop solution for all my clothes
What does Surf excel as a brand mean to you?
Good brand, it is well known. It is old, has been around for a while. It‟s the top brand
comes first to mind when I think of detergents
How can surf excel improve its image?
It has a good image. I don‟t use it because of the high price
Do you know the range of Surf excel products?
I know they have 2 -3 different products - but am not exactly sure what they are
How much do you relate with the Surf Excel Advertisement?
The advertisements are good.
Exhibit III (b)
Mr. Ankush Bothale , Male 29 years, Working Professional
Usually Malls
No, I am not too brand conscious, what matters for me is comfort.
I give the clothes to the dhobi to wash. I am happy with the work he does and am also
aware of the detergent he uses. The reason I give my clothes to the dhobi is convenience
Everyday
Do you distinguish between the care of branded and unbranded clothes?
Yes
winter and summer clothes?
Yes, I wash and iron my summer clothes regularly. All my winter clothes are dry cleaned.

46
I give them to the laundry
No proper response
What is your preferred detergent brand?
Surf Excel
Yes, this has always been my favorite brand
Not applicable
product etc?
I am loyal to surf, but may not be if the price increases
What is your preferred medium of washing clothes? (Cakes/ powder/liquid)
Powder
Clean clothes well, not too much of soda
Clean clothes well, not too much soda
How should it look?
Should look like a powder
Smell nice, should have a pleasant smell (fragrance)
Attractive, good quality packing, 1kg
Nothing
Should wash clothes well, should be recommended by others

47
Television
Kirana store
No one
Not applicable
No, I will not switch
They do not live up to their names
addressed by different detergents? (Softening/ whitening/ stain removal
Ideally yes, may not be possible
Washes clothes clean
By being less pricey
Just know about normal surf excel
I relate quite a lot with the advertisements
Exhibit III (c )
Ms. Sheetal, Female 23 years, Adhoc Teacher
Malls and stores

48
Yes, I am fond of Pepe Jeans, W, Wills, Levi's and Gap
I care for my clothes, and prefer to wash them myself
I wash my clothes on a weekly basis
I care more for my branded clothes. I tend to wash them less often so that they don‟t wear
our faster
Yes, I wash and iron my summer clothes regularly. All my winter clothes are dry cleaned.
All expensive clothes, I either wash by myself or give to the laundry. I never give it to my
servant or put them in the washing machine
Self was with extreme care and caution
Surf Excel
Always, I grew up watching this brand - it has always been used by my family
Not applicable
product etc?
Extremely loyal irrespective of price and quality
Powder
Stain removal, mild on skin

49
Good stain removal, mild on skin, Whitening
How should it look?
It should not have big globules
Should be nice ( e.g. floral)
Colorful packing (easy to tear and convenient to extract)
1 Kg packets
Easy foam creation and good quality
Television
Local Store
Previously mother, now self
Big influence in early years
No, will change brand only if the promised quality is actually good.
Unaffected, because stain removal capacity remains the same
Yes, there should be minimal hassles

50
Reliable, High Quality
Reduce price, celebrity to do advertisements
Know about surf excel blue and gentle wash
If new features are shown in the advertisement then will try to use it. Identify with the ad
promising good stain removal and whitening
Exhibit III (d)
Mr. Sanket C., Male 24 years, Student
Malls
Westside is my preferred brand
The dhobi washes the clothes and I am satisfied with the quality. I am not aware of the
Weekly
Yes, very much. I take more care of my branded clothes
Definitely, I take more care of my woollens.
Dhobi, they are generally good, he is experienced
Dhobis should care about the clothes the same way one handles his/her own clothes

51
Ariel
No, surf excel is my favorite brand. However, I don‟t use it given its high price.
However, I don‟t use it given its high price.
product etc?
Very less loyal, will change if same quality at lesser price is provided I will buy the new
brand
Powder
Qualities shown in Advertisement
Good stain fighting qualities and a low price.
How should it look?
Colored granules mixed in white
Smell should be nice since the clothes will radiate the smell afterwards.
1 kg, plastic jar with spoon
Not much really
Advertisement, word of mouth, price, availability, prior experience
Best in terms of quality, not necessarily has to be the best seller

52
Kirana store
Alone usually
Not applicable
If similar quality (as said by others) given at discounted rate, I may be willing to buy
They are meaningless, don‟t matter much
It can‟t be possible
Remember RIN which merged with Excel recently, not really good quality
Reduce price, celebrity to do advertisements
Only two - surf excel blue and surf excel automatic
Hard to remember, some ads are senseless (like the one in which the dog of the teacher
dies)
Exhibit III (e)
Mrs. Yadav
Female, 45, Homemaker

53
Generally shop for clothes in stores where I used to shop in the past and have the relevant
brands
Yes. I generally shop for specific brands .since they can be more trusted and since I buy
from the stores where i have developed relations, it is easy for me to return the clothes in
case of any problem
I give the clothes to dhobi on a weekly basis and wash myself also. Dhobi uses Surf excel
and have asked him to use it. Generally because of busy schedule, have to give it to dhobi.
Otherwise washes the clothes myself.
Daily
Yes. If it is branded clothes then i try to take more care by washing them together since
there is a very high chance of color stripping from unbranded clothes. I don‟t wash the
unbranded clothes with Surf Excel and prefers to use Rin advanced surf for them. I use
surf excel for all other clothes.
yes. Special fabric cleansers are used for good clothes and for normal cheap detergents
suffice.
Yes, I wash winter clothes with Ezee. Since surf excel results in contraction of winter
clothes , it is preferable to was the winter clothes with Ezee
I prefer to wash expensive clothes only by dry cleaning and wash clothes which are in
middle range by me
With care - the way I am doing now
Surf Excel quick-wash
Surf excel has always been my favorite brand and even though the price has increased and
cheaper options are available, I prefer to use since it has a high quality.

54
Not applicable
product etc?
In fact I have stuck to this brand for quite long even though the price has rocketed.
However If the price goes any further, I would switch to any other brand like Tide
Well liquid is generally the best medium since it dissolves in the water better and thus able
to wash the clothes properly. However there are no liquid options for surf excel available
in the market so I use powder only
High quality of washing, gentle on hands, reasonable price
Gentle on clothes, no color fading, good to skin, work equally well in washing machine
How should it look?
White
It should give a feeling of freshness
Packing should be of ½ Kg since I don‟t want to go back to shop every now and then to
shop for the detergent. But at the same time, I don‟t want the price of the ½ kg packet to
be high (preferably less than 100) 100 is a mental block
Nothing
Generally I purchase the detergent powder once a fortnight or so; and I am quite happy
with surf excel, so I do not really consult anybody regarding the detergents
Television

55
Kirana, grocery stores, big bazaar if nearby
Myself
Not applicable
Well, promotions for other brands would not affect me since I am quite loyal to surf excel.
However I would welcome any promotion by surf excel.
Quick-wash has very good technology. It has become my favourite once I have started to
use
quite willing if the quality is good, extra quantity in same price, some relevant gifts like
soft bristle brushes, clothe whitener
Why not, however price should be optimum for me to afford
Well I have bought surf excel since quite long and am a loyal buyer of HLL as such. Even
after increase in the price I have stick to it and I like the brand very much
Well reduce the price right way and you would see a lot of buyers flocking to buy the surf
excel
Improving quality of products, price seems reasonable for its quality
No
The advertisements are good

56
Well ads are really nice ...however the whole portfolio of products is not known to me
through the ads....and in fact I don‟t find any in my Kirana store either....however ads are
a real treat to watch.. and get the message across
Exhibit III (f)
Ms. Reema, Female, 26 years, Student
Malls
Fab India, Indian terrain, levis, lee
Dhobi, for white clothes ala and tender wash ezy. I have no time to wash them myself
Every alternate day given for a wash
Yes. Special fabric cleansers are used for good clothes and for normal cheap detergents
suffice.
Do not use brush for winter clothes, detergent should not be harsh but at the same time
should remove all the stains and dirt.
I wash it by myself or dry cleaning (for coat, jacket, silk etc), never give it to dhobi
Good detergent, nice soft brush, and a good conditioner (eg. Bambi)
Tide
Surf excel is my favorite

57
Affordable price, not much difference in quality of wash especially for colored clothes
product etc?
With increase in income, I would switch to surf excel because I feel it gives the best wash
Powder
Powder as it seems gentler and more efficient in cleaning; use of brush is minimal while
cleaning is very high
Strong cleansing action for greasy dirt, very good lather and tender on clothes
Fresh and good stain fighter with a reasonable price
How should it look?
Plain white
Sweet fragrance like lavender
Sachets and 0.5 kg packs are most preferred. Sachets remove the worry of how much
quantity to be used for one wash. It should be in a container rather than a polythene or
paper bag because hands are generally wet while using them.
Detergents should have conditioners with them clubbed
Budget, fragrance, cleaning action
Billboards and TV ads
Foodworld

58
Alone
With friends
No influence at all
I think it makes a difference – the new products are better than the older ones
addressed by different detergents? (softening/ whitening/ stain removal)
Willing to try new products which have innovative features.
Best in class, high priced
Improving quality of products, price seems reasonable for its quality
No I am not aware
The advertisements are good
The ads are good and they have a significant impact in my buying decision.
Exhibit IV: Quantitative structured Consumer survey form
How do you wash your clothes?
Washing machine
Domestic help
Other:
What is the current brand of detergent you are using?
Surf
Henko
Tide
Ariel

59
Wheel
Other:
Which detergents have you used in the past?
Surf
Henko
Tide
Ariel
Wheel
Other:
Which product variety of Surf would you like to use?
Liquid
Powder
Soap cakes
What kind of smell would you like in your detergent?
No perfumes
Flower scented
Something similar to deodorants
Regular aroma
Other:
What packet sizes of detergents do you generally use?
Sachets
100gm
250gm
500gm
1kg
Other:
How much you are currently paying for ½ Kg pack of washing detergent?
< Rs. 30
Between 30 and 50
Between 50 and 70

60
> Rs. 70
How much you are willing to pay for ½ Kg pack of washing detergent?
< Rs. 30
Between 30 and 50
Between 50 and 70
> Rs. 70
Price does not matter, quality does
Which following packaging mediums would you like to have for your most commonly bought
quantity of powder?
Plastic container (hardbound)
Cardboard container
Plastic bag (softbound)
Other:
In a detergent could you please indicate how important each of these features is to you 1 is
Highest preference and 5 is lowest preference
Extremely
high
High Neutral Low
Extremely
low
Remove tough
stains
Easy and gentle on
hands/machine
Smells fresh
Color
Price
Why do you use the current brand?
This is exactly the brand you have wanted to use
It is the best brand available
It is a force of habit
There is really no choice
If your brand is not available at the store where you usually make purchases, most probably what
will be your response?

61
I will look at other stores until I find the brand
I will wait till this brand comes to my store
I will look at one or two stores and buy the available one
I will buy another brand from the same store
What is your most preferred promotional scheme?
Extra quantity at same price
Price discounts
Bundling of other similar products like bathing soaps
No schemes would be better
Which brand has the most influential ads? Choose answer in terms of impact, relevance
Surf
Henko
Tide
Ariel
Wheel
Other:
Through which medium of promotion you are more likely influenced? You can have more than one
answer
TV
Radio
Billboards
In the Shops
Word of mouth
Other:
Does your consumption of washing powder vary seasonally?(The consumption in summer might
be different as compared to autumn or winter etc)
Yes
No
How loyal are you to your current brand of detergent?
Extremely loyal
Loyal

62
Neutral
Not loyal
Not concerned about brands
Please choose the most appropriate option for the basic detergent quality Like separate detergents
for woolens, washing machines etc
Prefer detergent to be a one stop solution to all kinds of clothes
Prefer separate detergents for specific needs
Indifferent
Other:
Do technological innovations in detergents influence your decision to buy the detergent?
Yes
No
If Yes, then which detergent brand to you find to be the most technologically advanced
Surf
Ariel
Tide
Henko
Wheel
Other:
Name
Age
<25 years
Between 25 and 35 years
> 35 years
Occupation
Student
Faculty
Working professional
Homemaker
Self employed

63
Other:
Which part of the country to you originally belong to?
North
South
East
West
Central
What is you education level?
High school and below
Graduation
Post graduation
Refuse to answer
Other:

64
Exhibit V: Quantitative structured Retail survey form
1) What is the frequency of detergents orders?
a. Daily
b. Weekly
c. Monthly
d. Other _____________ (please specify)
2) What all the detergent brands that you order (please tick the appropriate options)
a. Surf
b. Wheel
c. Tide
d. Ariel
e. Henko
f. Ujala
g. Nirma
h. Others ______________ (please specify)
3) Which is the most selling detergent brand in your store?(tick one)
a. Surf
b. Wheel
c. Tide
d. Ariel
e. Henko
f. Ujala
g. Nirma
h. Others ______________ (please specify)
4) How often does the Surf sales and distribution network supply the detergents?
a. Daily
b. Weekly
c. By-Weekly
d. Monthly
e. Other____________ (Please specify)
5) On a scale of 0 to 10 (0 being extremely poor and 10 being extremely good) please
rate the quality of service provided to you by the salesmen for Surf detergents
____________________
rate the distribution system of Surf (w.r.t. promptness of delivery)
____________________

65
rate the incentives schemes provided by HUL of Surf detergents
____________________
8) How do you rate the promptness in delivery by the salesmen of Surf
a. Extremely good
b. Good
c. Neutral
d. Bad
e. Extremely bad
9) What types of detergents give more profit margins?
a. Local brands detergents
b. National brands detergents
10) Which is the brand that offers maximum offers (price discounts, extra quantity
etc)?
a. Surf
b. Wheel
c. Tide
d. Ariel
e. Henko
f. Ujala
g. Nirma
h. Others _____________(please specify)
11) How much shop space is allocated to detergents?
a. <1%
b. 1-3%
c. 3-5%
d. 5-10%
e. >10%
12) How much of detergent shop space is allocated to Surf?
a. <10%
b. 10-20%
c. 20-40%
d. 40-60%
e. >60%
13) Which brand according to you rates highest in terms of quality?
a. Surf

66
b. Wheel
c. Tide
d. Ariel
e. Henko
f. Ujala
g. Nirma
14) Which brand according to you rates highest in terms of value for money?
a. Surf
b. Wheel
c. Tide
d. Ariel
e. Henko
f. Ujala
g. Nirma
15) Is there any seasonal variation in demand for determination detergents?
a. Yes
b. No
(If yes then fill 15)
16) How high are the sales of Surf in summer as compared to sales in winter?
a. Very high
b. Slightly high
c. About the same
d. Slightly lower
e. Very low
17) What is the most frequently bought quantity of powder detergents?
a. Sachets
b. 200 gm
c. 500 gm
d. 1 kg
e. 2 kg

67
Exhibit VI: Codebook for Consumer Questionnaire
Var
#
Q.
# Description Scale Type Value Range Codes
1 1
Method of washing
clothes Nominal 1 to 3 1. Domestic help
2. Hand wash
3. Washing machine
2 2 Current brand used Nominal 1 to 8 1. 555
2. Anyone
3. Ariel
4. Henko
5. Rin
6. Surf
7. Tide
8 Wheel
2 2 Brands used previously Nominal 1 to 8 1. 555
2. Anyone
3. Ariel
4. Henko
5. Rin
6. Surf
7. Tide
8 Wheel
4 4
Awareness about Surf
Excel Nominal 1 to 2 1. Yes
2. No
5 5
Preferred Product variety
for use Nominal 1 to 3 1. Liquid
2. Powder
3. Soap cakes
6 6 Product variety used Nominal 1 to 3 1. Liquid
2. Powder
3. Soap cakes
7 7 Smell of detergent Nominal 1 to 5 1. Flower scented
2. No perfumes
3. Rainbow

68
4. Regular aroma
5. Something similar
to deodorants
8 8 Packet size bought Nominal 1 to 5 1. Sachets
2. 250 gms
3. 500 gms pack
4. 1 kg pack
5. > 1kg packs
9 9
Current price paid for 500
gms Nominal 1 to 4 1. <Rs.30
2. More than 30 and
less than 50
3. More than 50 and
less than 70
4. >70
10 10
Maximum price willing to
pay for 500 gms Nominal 1 to 4 1. <Rs.30
2. More than 30 and
less than 50
3. More than 50 and
less than 70
4. >70
11 11 Preferred packing medium Nominal 1 to 3
1. Cardboard
container
2. Plastic bag
(softbound)
3. Plastic container
(hardbound)
12 Remove tough stains Ordinal 1 to 5 1. Extremely high
13
Easy on the hands/
machine 2. High
14 12 Smells fresh 3. Neutral
15 Color 4. Low
16 Price 5. Extremely low

69
17 13 Why current brand is used Nominal 1 to 4 1. It is a force of habit
2 It is the best brand
available
3. There is really no
choice
4. This is exactly the
brand you have
wanted to use
18 14
Response in case of
unavailability Nominal 1 to 4
1. I will buy another
brand from the same
store
2. I will look at one or
two stores and buy
the available one
3. I will look at other
stores until I find the
brand
4. I will wait till this
brand comes to my
store
19 15
Preferred promotional
scheme Nominal 1 to 4
1. Bundling of other
similar products like
bathing soaps
2. Extra quantity at
same price
3. No schemes would
be better
4. Price discounts
20 16
Most influential
advertisements Nominal 1 to 8 1. 555
2. Anyone
3. Ariel
4. Henko
5. Rin
6. Surf
7. Tide
8 Wheel

70
21 17
Preferred method of
promotion Nominal 1 to 4 1. Television
2. Billboards
3. Word of mouth
4. Other
22 18
Seasonality in
consumption Nominal 1 to 2 1. Yes
2. No
23 19 Loyalty to current brand Nominal 1 to 4 1. Extremely loyal
2. Loyal
3. Neutral
4. Not loyal
24 20 Basic quailty of detergent Nominal 1 to 4
1. Detergent should
be able to wash the
floor as well
2. Indifferent
3. Prefer detergent to
be a one stop solution
to all kinds of clothes
4. Prefer separate
detergents for specific
needs
25 21 Influence of innovations Nominal 1 to 2 1. Yes
2. No
26 22 Age Nominal 1 to 3 1. <25 year
2. Between 25 and 35
years
3. > 35 years
27 23 Occupation Nominal 1 to 5 1. Homemaker
2. Retired Banker
3. Self employed
4. Student
5. Working
professional

71
28 24 Demography Nominal 1 to 5 1. Central
2. East
3. North
4. South
5. West
29 25 Education Nominal 1 to 5 1. School
2. College
3. Graduation
4. Post graduation
5. Refuse to answer
30 26 Gender Nominal 1 to 2 1.Male
2.Female

72
Exhibit VII: Codebook for Retailer Questionnaire
Var # Q. # Description
Scale
Type
Value
Range Codes
1 1 Frequency of orders Nominal 1 to 4 1. Daily
2. Weekly
3. Monthly
4. Other
2 2 Brands ordered Nominal 1 to 8 1 Surf
2. Wheel
3. Tide
4. Ariel
5. Henko
6. Ujala
7. Nirma
8. Others
3 3 Most selling brand Nominal 1 to 8 1 Surf
2. Wheel
3. Tide
4. Ariel
5. Henko
6. Ujala
7. Nirma
8. Others
4 4 Supply of Surf by HUL Nominal 1 to 5 1. Daily
2. Weekly
3. Monthly
4. Other
5 5 Service quality Ordinal 0 to 10 0 to 10 - Ranking
6 6 Promptness of delivery Ordinal 0 to 10 0 to 10 - Ranking
7 7 Incentive schemes offered Ordinal 0 to 10 0 to 10 - Ranking
8 8 Profit margins Nominal 1 to 2
1. Local brands
detergents
2. National brands
detergents
9 9 Maximum offers provided by Nominal 1 to 8 1 Surf

73
brand
2. Wheel
3. Tide
4. Ariel
5. Henko
6. Ujala
7. Nirma
8. Others
10 10
Shop space allocated for
detergents Nominal 1 to 5 1. <1%
2. 1-3%
3. 3-5%
4. 5-10%
5. >10%
11 11
Of the allocated area, space
given to Surf Nominal 1 to 5 1. <10%
2. 10-20%
3. 20-40%
4. 40-60%
5. >60%
12 12 Brand rating for quality Nominal 1 to 8 1 Surf
2. Wheel
3. Tide
4. Ariel
5. Henko
6. Ujala
7. Nirma
8. Others
13 13
Brand providing value for
money Nominal 1 to 8 1 Surf
2. Wheel
3. Tide
4. Ariel
5. Henko
6. Ujala
7. Nirma
8. Others
14 14 Seasonal variation in demand Nominal 1 to 2 1. Yes
2. No

74
15 15
Comparison of winter and
summer sales Nominal 1 to 5 1. Very high
2. Slightly high
3. About the same
4. Slightly lower
5. Very low
16 16
Most frequently purchased
quantity Nominal 1 to 5 1. Sachets
2. 200 gm
3. 500 gm
4. 1 kg
5. 2 kg
17 17 Number of variants stocked Ordinal 0 to 6 0 to 6 - Ranking
18 18 Highest selling Surf product Nominal 1 to 6 1. Surf Excel Top Matic
2. Surf Excel Front Matic
3. Surf Blue
4. Surf Quick wash
5. Surf Gentle wash
6. Surf Bar

75
Exhibit VIII: Kruskal Wallis tests based on demographic data
Kruskal-Wallis Test: Removes tough stains versus Age
Kruskal-Wallis Test on Removes tough stains
Age N Median Ave Rank Z
1 36 1.000 25.6 -0.31
2 7 2.000 31.3 1.01
3 8 1.000 23.3 -0.57
Overall 51 26.0
H = 1.19 DF = 2 P = 0.552
H = 1.71 DF = 2 P = 0.424 (adjusted for ties)
Kruskal-Wallis Test: Easy on hands versus Age
Kruskal-Wallis Test on Easy on hands
1 36 2.000 23.6 -1.78
2 7 3.000 44.1 3.48
3 8 2.000 20.9 -1.06
Overall 51 26.0
H = 12.31 DF = 2 P = 0.002
Kruskal-Wallis Test: Smells Fresh versus Age
49 cases were used
2 cases contained missing values
Kruskal-Wallis Test on Smells Fresh
1 34 2.000 23.6 -1.02
2 7 2.000 30.4 1.09
3 8 2.000 26.1 0.24
Overall 49 25.0
H = 1.38 DF = 2 P = 0.502
Kruskal-Wallis Test: Color versus Age
Kruskal-Wallis Test on Color
1 36 4.000 27.3 0.95

76
2 7 3.000 25.4 -0.12
3 8 3.000 20.8 -1.07
Overall 51 26.0
H = 1.25 DF = 2 P = 0.534
Kruskal-Wallis Test: Price versus Age
Kruskal-Wallis Test on Price
1 36 2.000 26.9 0.66
2 7 2.000 18.4 -1.46
3 8 2.500 28.7 0.56
Overall 51 26.0
H = 2.24 DF = 2 P = 0.326
Kruskal-Wallis Test: Removes tough stains versus Geographical region
Geographical
region N Median Ave Rank Z
1 1 1.000 17.0 -0.61
2 2 2.000 42.0 1.55
3 20 1.000 23.7 -0.89
4 11 2.000 30.6 1.17
5 17 1.000 24.4 -0.56
Overall 51 26.0
H = 4.44 DF = 4 P = 0.350
* NOTE * One or more small samples
Kruskal-Wallis Test: Easy on hands versus Geographical region
Geographical
1 1 4.000 49.0 1.56
2 2 3.000 40.5 1.41
3 20 2.000 25.7 -0.13
4 11 1.000 21.6 -1.10
5 17 2.000 26.1 0.05
Overall 51 26.0
H = 5.26 DF = 4 P = 0.262

77
Kruskal-Wallis Test: Smells Fresh versus Geographical region
49 cases were used
Geographical
1 1 2.000 20.5 -0.32
2 2 2.000 20.5 -0.45
3 20 2.000 22.5 -1.01
4 9 2.000 27.8 0.65
5 17 2.000 27.2 0.80
Overall 49 25.0
H = 1.65 DF = 4 P = 0.799
Kruskal-Wallis Test: Color versus Geographical region
Geographical
1 1 4.000 35.5 0.65
2 2 2.000 5.5 -1.99
3 20 3.000 25.4 -0.24
4 11 4.000 34.0 2.00
5 17 3.000 23.4 -0.87
Overall 51 26.0
H = 7.90 DF = 4 P = 0.095
Kruskal-Wallis Test: Price versus Geographical region
Geographical
1 1 3.000 36.0 0.68
2 2 1.000 5.5 -1.99
3 20 2.000 26.3 0.12

78
4 11 2.000 27.1 0.29
5 17 2.000 26.7 0.25
Overall 51 26.0
H = 4.37 DF = 4 P = 0.358
Kruskal-Wallis Test: Removes tough stains versus Gender
Gender N Median Ave Rank Z
1 24 1.000 26.4 0.17
2 27 1.000 25.7 -0.17
Overall 51 26.0
H = 0.03 DF = 1 P = 0.865
Kruskal-Wallis Test: Easy on hands versus Gender
1 24 2.000 22.4 -1.62
2 27 2.000 29.2 1.62
Overall 51 26.0
H = 2.63 DF = 1 P = 0.105
Kruskal-Wallis Test: Smells Fresh versus Gender
49 cases were used
1 23 2.000 25.5 0.22
2 26 2.000 24.6 -0.22
Overall 49 25.0
H = 0.05 DF = 1 P = 0.826
Kruskal-Wallis Test: Color versus Gender

79
1 24 3.000 26.8 0.35
2 27 3.000 25.3 -0.35
Overall 51 26.0
H = 0.12 DF = 1 P = 0.727
Kruskal-Wallis Test: Price versus Gender
1 24 2.000 25.1 -0.39
2 27 2.000 26.8 0.39
Overall 51 26.0
H = 0.15 DF = 1 P = 0.699

80
Exhibit IX: K-means Cluster Analysis: Wash clothes, Current Bran, Variety of
p
Final Partition
Number of clusters: 3
Within Average Maximum
cluster distance distance
Number of sum of from from
observations squares centroid centroid
Cluster1 16 79.063 2.021 4.227
Cluster2 22 96.364 1.924 3.462
Cluster3 13 38.923 1.710 2.466
Cluster Centroids
Grand
Variable Cluster1 Cluster2 Cluster3 centroid
Wash clothes 2.3750 1.8182 2.0000 2.0392
Current Brand 5.3125 5.8636 6.6923 5.9020
Variety of product 1.8750 2.0909 2.0000 2.0000
Preferred smell in detergent 4.3125 1.2273 4.6154 3.0588
Currently paying 3.0625 2.1818 2.4615 2.5294
Willing to Pay 3.5000 2.0455 1.9231 2.4706
Preferred packaging 1.8750 2.1364 2.0769 2.0392
Distances Between Cluster Centroids
Cluster1 Cluster2 Cluster3
Cluster1 0.0000 3.6247 2.2451
Cluster2 3.6247 0.0000 3.5077
Cluster3 2.2451 3.5077 0.0000

81
Cluster Analysis of Observations: Wash clothes, Current Bran, Variety of p
Standardized Variables, Euclidean Distance, Single Linkage
Amalgamation Steps
Number
of obs.
Number of Similarity Distance Clusters New in new
Step clusters level level joined cluster cluster
1 50 100.000 0.00000 32 51 32 2
2 49 100.000 0.00000 31 50 31 2
3 48 100.000 0.00000 37 49 37 2
4 47 100.000 0.00000 29 48 29 2
5 46 100.000 0.00000 28 47 28 2
6 45 100.000 0.00000 43 46 43 2
7 44 100.000 0.00000 14 45 14 2
8 43 100.000 0.00000 13 44 13 2
9 42 100.000 0.00000 18 43 18 3
10 41 100.000 0.00000 11 42 11 2
11 40 100.000 0.00000 10 41 10 2
12 39 100.000 0.00000 9 40 9 2
13 38 100.000 0.00000 30 37 30 3
14 37 100.000 0.00000 15 18 15 4
15 36 100.000 0.00000 12 15 12 5
16 35 91.066 0.59586 6 12 6 6
17 34 91.066 0.59586 30 35 30 4
18 33 91.066 0.59586 8 16 8 2
19 32 89.095 0.72736 6 31 6 8
20 31 82.133 1.19173 6 38 6 9
21 30 82.099 1.19398 6 11 6 11
22 29 81.451 1.23718 6 39 6 12
23 28 79.485 1.36830 8 23 8 3
24 27 78.324 1.44574 6 29 6 14
25 26 78.324 1.44574 10 27 10 3
26 25 78.324 1.44574 4 8 4 4
27 24 76.767 1.54961 6 21 6 15
28 23 75.109 1.66022 6 10 6 18
29 22 73.345 1.77783 9 30 9 6

A Study on Market Share of Indian Detergent giant Surf Excel and Suggesting measures to regain lost market share

A Study on Market Share of Indian Detergent giant Surf Excel and Suggesting measures to regain lost market share

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A Study on Market Share of Indian Detergent giant Surf Excel and Suggesting measures to regain lost market share