Factors That Influence Consumers Preference of Detergent
CHAPTER ONE
OBJECTIVES OF THE STUDY
There objectives of the study are;
- To find out the major factors that influence consumer’s preference of detergent brands in Enugu Metropolis
- To identify consumer’s preference for detergent brands in Enugu Metropolis
- To determine the retail outlet preferred by consumers
- To determine the attributes that will influence consumers to prefer one brand of detergent to another.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
The consumer behaviour is directly involved in obtaining, consuming, and disposing of products and services, including the decision process and follow action. Their expectations towards the buying product change from time to time. Now a day, rural marketing is gaining a signiicant importance because it is one of the fastest growing markets in India. The consumption pattern, lifestyle of the people and the buying behaviour of the people living in rural areas is also changing. The detergent powder is one of the most widely used household items used by the people of all age groups and is needed on daily basis for cleaning clothes. The preference of detergent generally depends on product quality, safety, functionality and packaging of product. Jha (2013) suggested that for rural consumers the consumption pattern was inluenced by family size and structure and all the selected brands were acceptable to the rural consumer. The sellers need to start exhibitions, road shows and arrange product trials to attract more consumers in rural area. Kulkarni (2011) found that the rural consumer purchased only when it was extremely needed by them and not because of persuasive promotional offers. In the rural markets, the detergents were more than just a fabric wash. Detergents were used for the various purposes by the rural respondents like utensil clearers, toilet cleaners, and loor cleaners’ and preferred low price brands. Katiyar and Katiyar (2014) reported that rural market had performed well and would continue to grow, consumers were very cost conscious due to current economic circumstances and private label offerings were competing with branded offerings, promoting similar beneits for a lower cost. Thirumoorthy and Karthikeyan (2006) found that the consumers were inluenced by brand name, price, quality, availability, packaging, advertisements, etc. during the purchase decision. The study also suggested that advertisement plays an important role for selection of a particular brand of detergent. Phadatare and Haldar (2015) observed that the consumers of Satara city purchased detergent on monthly basis. Most of the consumers used Surf Excel and Aerial. It is a known fact that purchasing of different detergent brand by consumers is affected by various factors viz. family’s choice, brand advertisement on Television, Radio, Newspaper etc., and various schemes like discounts, offers, coupons etc. Thus, the study was conducted to know the consumption pattern of detergent powder in rural consumers, identify the source of information of particular detergent brand, the factors influencing the brand choice and per capita consumption per month.
CONSUMER PREFERENCE
The underlying foundation of demand, therefore, is a model of how consumers behave. The individual consumer has a set of preferences and values whose determination are outside the realm of economics. They are no doubt dependent upon culture, education, and individual tastes, among a plethora of other factors. The measure of these values in this model for a particular good is in terms of the real opportunity cost to the consumer who purchases and consumes the good. If an individual purchases a particular good, then the opportunity cost of that purchase is the forgone goods the consumer could have bought instead. We develop a model in which we map or graphically derive consumer preferences. These are measured in terms of the level of satisfaction the consumer obtains from consuming various combinations or bundles of goods. The consumer’s objective is to choose the bundle of goods which provides the greatest level of satisfaction as they the consumer define it. But consumers are very much constrained in their choices. These constraints are defined by the consumer’s income, and the prices the consumer pays for the goods. We will formally present the model of consumer choice. As we go along, we will establish a vocabulary in order to explain the model. Development of the model will be in three stages. After a formal statement of the consumer’s objectives, we will map the consumer’s preferences. Secondly, we present the consumer’s budget constraint; and lastly, combine the two in order to examine the consumer’s choices of goods.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to factors that influence consumer’s preference of detergent
Sources of data collection
Data were collected from two main sources namely:
Primary source and Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain factors that influence consumers preference of detergent. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenge of consumer’s preference of detergent.
Summary
This study was on factors that influence consumers preference of detergent. Three objectives were raised which included: To find out the major factors that influence consumer’s preference of detergent brands in Enugu Metropolis, to identify consumer’s preference for detergent brands in Enugu Metropolist, to determine the retail outlet preferred by consumers and to determine the attributes that will influence consumers to prefer one brand of detergent to another. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 residents in Enugu metropolis. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made youths, students, married men and married women were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
The study showed that educated and young respondents used costly brand detergent while illiterate and older people had preference Respondents used Tide detergent powder for washing clothes in washing machines and detergent powder when washing clothes with hands. Television advertising was found to be the most effective source of information among all the consumers in rural area in all age groups. Frequency of purchase in different age group was different.
REFERENCES
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- Katiyar A and Katiyar N (2014). An Empirical Study Of Indian Consumer Buying Behavior Of FMCG Products (With Special Reference Of Bathing Soap). Int J Manage Com Innovations. 2(1):211-217.
- Kulkarni P M (2011). Study of rural consumer behavior in relation with washing powder. Int J Res Com Manage. 2(8): 108-110.
- Painoli A K (2015). Buying inluence on detergent in Rural market by different age group: – An empirical study with reference to Uttarakhand state in India. Int J Res Manage Tech 5(5): 330-339.
- Patnaik B C M, Singh D K and Pradhan P K (2011). Behavior inluence on detergent powder in rural market by different age group. Int J Markeing 2(2)12-18.
- Phadatare S and Haldar O (2015). The study on consumer buying behavior towards detergents of few companies in Satara city. Int e-Journal Ongoing Res Manage IT. 10(2): 77-88.
- Thirumoorthy P and Karthikeyan P (2006). A study on retailer and customerattitude towards P&G detergent powder in Coimbatore city. Indian J Marketing. 46(9): 26-31.
