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1.INTRODUCTION
1.1 Background
Indias deodorant and antiperspirant industry is part of the cosmetics and toiletries market,
which was worth about Rs 140 billion in 2002. The market grew at almost 6% in current
value terms over 2001. Sun care and deodorants posted the strongest growth during this
period. Marketing and educational initiatives by leading players such as Henkel SPIC and
Hindustan Lever assisted the growth in the deodorants market. Changes in consumer
behavior also fueled demand.
Consumers in the cosmetics and toiletries market are price-conscious. Hence, mass brands
dominate. But premium brands are also making their presence felt in niche segments
comprising the affluent and upwardly mobile sections of the population. Branding and
marketing are crucial issues for the industry. Brand recall is stronger for international brands,
which also command a much higher premium in price than local ones.
The Indian cosmetics and toiletries market is fragmented, with many manufacturers.
The leader, Hindustan Lever, with its large portfolio of brands and products, accounted for
approximately 41% of total value sales. The other major player such as Colgate-Palmolive,
Nirma, Godrej, Dabur India each had about an 8.5% value share. Newer companies like
Cavincare have also managed to garner a reasonable market share. Revlon, J L Morrison,
L'Oreal are some of the major multinationals in the industry. The players with a significant
presence in deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter
& Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc.
Axe is a brand of male grooming products, owned Hindustan Unilever Limited. Axe's lead
product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, and
anti-per spirants, aftershaves and shower gels.
Axe, the deodorant that is considered cool, fashionable and stylish by young men was
launched in India in 1999. Available in more than 60 countries around the world, it is a world
leader in male toiletries. Axe has a mix that is completely harmonized globally from itsproposition and communication to the product, as available on the shelf.
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Axe is available in 27 various fragrances: Instinct, Dark Temptation, Denim, Click, Touch,
Pulse, Dimension, and Summer etc. Axe has become the leading male deodorant brand in
India within just one year of its launch. Consumers associate a lifestyle of cool clubs, cool
music and cool fashion with Axe.
1.2 Problem statement
The project is concerned significantly to understand and know which factors have the impacts
of decision making toward purchasing of AXE deodorant. What it mean at present in men
aspect, taking into consideration the evolution of consumption and mentalities on another
side, and of mens orientation or preference for one or another sex. Marketing mixes
considerations suppose to have considerably the impact on mens purchasing decision
making.
Hence, the company has had to deep in details about the strategies of marketing to persuade
mens attention to its product. Those adjustments suppose to concern all the areas of the
marketing mix: product, promotion, place, price, and packaging including other related factor
influences on their masculinity and metro sexual perspectives.
1.3 Purpose of the study
The purpose of this project is to investigate mens attitude towards purchasing of AXE
deodorant, for instance; in the connection of self concept theory with the need for an
individual to be recognized by others, is it possible to be one element that motivates men to
take care themselves more by deodorant? And also to figure out which reasons and factors
have highly impacts of men customers before making decision to use the product or to buy
the product, such as price, advertising, press, store location, the effects from others as spouse,family, friend, celebrity endorsement, and so on.
Additionally, the factors influencing the purchase at the purchasing point, such as choices of
fragrances, packaging, product odor, promotion and etc, are studied whether it can affect to
decision making at that moment. To do so, the study can permit to understand more the
customers behaviors, market trends and purchasing evaluation in deodorant market of men
in India.
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1.3 Scope of the study
The scope of this project is limited to study on factors affecting by men perspective toward
their purchasing decision making of AXE deodorant in Indias market only instead of the
global market due to time limitation and points focusing. And in order to keep away from
the cultural differences that can be one factor to affect their purchasing decision making,
doing survey across multi-nationality is avoided in this study. Moreover there is more
convenient, accessible and directly to the point, in order to target the men who are living in
India, particularly in Warangal as the respondents for the questionnaire survey facilitating to
the geographically current residence.
The use or purchase of AXE deodorant is possibly not the same in every period of time
through the different generation of people. Nevertheless this aspect has not been realized
dramatically as highly-involved in the analysis of empirical result, the reasons are, firstly this
consideration could be too complicated, and then the most significance is to study mens
market in India as representative for the market, not just only the individual generation.
The Questionnaires had been distributed to 50 respondents during the end of November 2011
to the start of December 2011.
Furthermore it could be difficult to know whether they are the real answers given by people
in questionnaire without influenced by any external or internal factors. Nonetheless the data
would be analyzed following the finding and empirical results based on the questionnaires.
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2.LITERATURE REVIEW
2.1 Marketing mix of AXE deodorant
Product mix and line
A product mix (also called product assortment) is the set of all products and items that a
particular seller offers. A product mix consists of various product lines. A product line is a
group of products that are closely related, because they function in a similar manner, are sold
to the same customer groups, are marketed through the same types of outlets, or fall within
given price ranges.
Products:
Deodorant
Body spray
Invisible Solid Antiperspirant
In the following fragrances:
Touch
Dark Temptation
Summer
Click
Instinct
Pulse
Denim
Dimension
Product feature:
Axe Deodorant Body Spray for Men is a unique all-over bodyspray that combines a seductive
fragrance with effective deodorant protection. Use Axe anytime, smell great all the time.
Pricing
The prices of all the variants of axe are same. The all axe are in the same range, they just
have different fragrance and flavor.
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AXE Dark Temptation & AXE Dimension Rs. 259, net contain 150ml/96g
AXE Denim, AXE Click & AXE Pulse - Rs.-242, net contain 150ml/96g
Packaging
Packaging involves designing and producing the container or wrapper for a product.
The package may include the product's primary container a secondary package that is thrown
away when the product is about to be used and the shipping package necessary to store,
identify, and ship the product. The axe deodorant contain in stylish bottle. It is the primary
container of the Axe, there is no secondary package for the Axe deodorant.
Growing Use of packaging as marketing tool;
1. Consumer affluence: Consumers are now willing to pay a little more for convenience,
appearance and prestige of better packages.
2. Company & Brand Image: Instant Recognition
3. Innovation Opportunity
Printed information appearing on or with the package is also part of packaging. On the bottle
of the axe there is really stylish printing, stylish cap, written all the information about the axe
deodorant, there net volume, price, manufacture date and there variant.
Promotional strategies
Mass communication can be utilized through the use of free to air television, radio,
newspapers and magazines, as well as other methods like cinema and outdoor advertising.
All its campaigns revolve around the central theme of Seduction where girl makes the first
move. It has absolutely, subliminal implications. The brand assumes that Men want to be
seduced. That feeling gives a big boost of self confidence to a man. Although many brands
take this proposition, Axe just made it perfect.
In most of the Axe ads only very ordinary skinny kind of people getting assaulted by
beautiful girls, that makes the brand more approachable. If Axe had used a Hunk, the
promotions couldnt have been so effective.
Places
Places where we can find the product to purchase it:
Websites-
www.unilever.com
www.amazon.com
www.heathpricer.com
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www.drugstore.com
Stores-beauty section
Supermarkets
2.2 Consumer Behavior
The study of consumer behavior focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption-related items (Schiffman and
Kanuk, 1997). The field of consumer behavior covers a lot of ground. According to
Solomon (1996), consumer behavior is a study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires.
The official definition of consumer behavior given by Belch (1998) is the process andactivities people engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires. Behavior occurs
either for the individual, or in the context of a group, or an organization. Consumer behavior
involves the use and disposal of products as well as the study of how they are purchased.
Product use is often of great interest to the marketer, because this may influence how a
product is best positioned or how we can encourage increased consumption.
Buyer Behavior
Buyer behavior is all psychological, social and physical behaviors of potential customers asthey become aware of evaluate, purchase, consume and tell others about product & services.
Figure 1: Stimulus-Response model for buyer behavior
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2.3 Factors influencing mens purchasing behavior
There are many factors that influence on mens purchasing behavior both external and internal
factors. These factors play as important roles to mens purchasing behavior especially, when they
(men) buy cosmetics products. Age, occupation, income, living area, reference group, family,
celebrity endorsement and culture are the basic factors that affect men behavior and purchasing
behavior toward personal care products.
Age
Customers in different age groups have different needs and want. While people who belong to
same age group differ in many other ways, they tend to share a set of values and common
cultural experiences that they carry throughout life (Askegaard et al., 1999). In term of personal
care products, younger generation tend to be more open to them than older generation. In a
relation with this kind of market, Amanda (2004) revealed that men who are in the 18-24 yearsold, were driving apparel spending and are increasingly spending money on appearance related
products as well.
Occupation
It might be one factor that affects purchasing behavior because some occupations have to take
care and maintain their appearance. Staying competitive in term of appearance in workplace is
becoming more and more importance. As Antoinette (2001) said that many working men believe
personal appearance does influence whether someone is promoted or succeed professionally.
Therefore, spending patterns is found among different occupational groups (Prakask and Vinith,2007).
Income
Income plays as an important factor in purchasing behavior. According to Chunhapak et al.,
2008, noted that people who have different income have different selection of product.
Moreover, people who have high income are more ready to buy expensive products but people
who have low income are not. Therefore, income is one factor that affects purchasing behavior.
In term of personal care product, Blanchin et al., (2007) said customers should have enough time
and sufficient income to purchase and use the product
Living area
Living area is one factor that influences on customers consumption. Elsey and Sukato (2009)
said that consumer behavior might change according to location; urban and rural area. People
who live in urban area do not have the same desires as people who live in rural area. In case of
personal care products, rural men do not concern more about using personal care products
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because the lifestyles there are less competitive and relatively relaxed but many urban people do
(Elsey & Sukato, 2009). Location of living area can make the difference in purchasing behavior.
According to the research of Prakask & Vinith (2007), 50% of the urban respondents and 53.3%
of those belonging to the sub urban areas made their purchases individually, while 32 % of urbanconsumers purchased cosmetics with their spouses.
Reference group and family
The influence from group of people (friends and colleagues, etc.) or family is considered as an
important element that affects on other purchasing behavior. According to Elsey & Sukato
(2009), friends or family possibly convinced consumers into purchasing a particular product.
Moreover, Antoinette (2006) noted that women (wife or partner) have an influence on men
behavior such as men will buy personal care products easier or take care more on themselves if
they are encouraged and accepted by people who surround them.
Celebrity Endorsement
Celebrity endorsement is one factor that affects on customers purchasing behavior. It can be
seen as a significant impact nowadays. They (celebrities) have influences on products
perspective. In term of personal care products, celebrities such as Ben Affleck and Nick Lachey
have changed perception about men who use Axe deodorant. According to Cheng et al (2010), it
noted that, Increasing endorsement of metrosexual celebrities opinion-former such as David
Beckham and Brad Pitt who openly admits to using personal care product and publicizing that
men can make themselves better with the product had contributed to making men more
comfortable and positively changed mens attitude toward the idea of consuming male groomingproducts. Young men choose brand or product through the imitation of celebrity endorser such
as David Beckham and Brad Pitt because they are known for their looks and style which
resonate well with the metrosexuals tastes. So it is becoming more acceptable nowadays for
men who take care themselves by using personal care products.
2.4 Customer decision-making
According to Askegaard et al (1999), they stated that there are 5 stages in customer decisionmaking. All the steps are followed by the consumers for some purchase but not every time.
1. Problem recognition
It occurs whenever the consumer sees a significant difference between his/her current state of
affairs and some desired or ideal state. The consumer perceives that is a problem to be solved. Incase of deodorants, consumers might concern about their body odor so using deodorant may help
them.
2. Information search
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Once the problem has been recognized, consumer needs information to resolve it. So consumerwill begin survey or search his/her environment for appropriate data to make reasonable
decision. In case of deodorants, females receive information from family and friends more than
men. However, males depend more on advertisement (Prakask & Vinith, 2007).
3. Evaluation of alternatives
In this stage, customer will use all information that acquired from stage 2 to evaluate all product
choices.
4. Product choice
Once the relevant options from category have been assembled and evaluated, customer will
choose product among them. So in a relation with Axe deodorant, he will choose among the
variety of fragrances available.
5. Outcome
After customer have bought and used product for a while, customer will have an experience or
satisfaction/dissatisfaction about the product. And the outcome would affect for the repeating thepurchase or searching for new product in the future. Consequently it is important that products
providers should offer products, including the related offering to content mens customer for
their repetition of purchase.
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3 RESEARCH METHODOLOGY
The methodology followed for analyzing the consumer behavior of health food drink customers
is as shown in the figure.
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Preliminary Investigation
Secondary data analysis
Qualitative researchCollection of
Quantitative data :
Measurement and
Scaling Procedures
Questionnaire Design
Survey
Sampling Process
Target population,
Sample Size,Sampling technique
Plan for Analysis of Data
Regression Analysis
Field Work
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3.1 Preliminary Investigation3.1 Preliminary Investigation
This phase involved preliminary investigation of the various factors which could possibly affect
the consumers perception and in turn influence the purchase decisions of the consumer. We
primarily used three methods to identify the various factors. The Secondary data gathered was
analyzed to understand the current scenario of the Deodorant market. The analysis of the
secondary data also helped us find different attributes which affect the purchasing behavior.
3.2 Collection of Quantitative dataCollection of Quantitative data
Measurement and Scaling ProceduresMeasurement and Scaling Procedures:: Non-Comparative Rating scale is used in which
respondents evaluate only one object at a time, and for this reason non-comparative scales are
often referred to as monadic scales. Non-comparative techniques consist of continuous and
itemized rating scales.
We have used continuous rating scale in order to rate the choices for purchase considerations and
the sources of purchase decisions.
Questionnaire Design:Questionnaire Design:This phase involved the design of the questionnaire on the basis of the
potential factors identified as influencing the customer behavior. Research problems were listed
and then the information needed was identified. The questions were then prepared in order to
fulfill the information requirements as identified earlier.
Survey:Survey: Different Survey methods were used for collection of data. The principle method used
was Personal Interviewing of the respondents. Interviews were conducted by us at NIT,
Warangal. Due to the shortage of time, we conducted a few telephonic interviews to maintain
diversity in data.
3.3Sampling ProcessSampling Process
Target Population:Target Population: The target population is the collection of elements or objects that process the
information sought by the researcher and about which inferences are to be made. Our target
population involves the users and buyers of Axe deodorant.
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Sample Size:Sample Size: It denotes the number of elements to be included in the study. Due to time
constraints the sample size chosen is very small.
Sampling Technique:Sampling Technique:A mixture simple random and convenience sample has been taken.
3.4 Fieldwork
The survey was conducted keeping in mind the buyers of the Axe deodorant. The survey was
conducted in the NIT Warangal. We made several trips to the boys hostel (NIT Warangal) to
gather information from relevant people.
3.5 Plan for data analysis
Principally the data were analyzed by SPSS version 16.0. In order to analyze all answers
obtained from the questionnaires, all answers are summarized as descriptive. The descriptive
statistic is employed for the basic features of data in this study. It offers simple conclusions about
the sample and the measures. At first part of analysis, summarizing the data deriving from mean
value by frequency is mainly considered. Corresponding with simple A Study of Factors
Affecting on Mens Axe deodorant purchasing graphics analysis, shapes the basic of virtually
every quantitative analysis of result. More precisely, the analysis of the data which are answered
as a rating indicating in terms of perceived level of importance, is evaluated and analyzed by
weighting, each level of importance is weighted differently. The weight of not importantis 1
and the weight of critical important is 5. The weight increase progressively in order (one by
one). Finding the mean of each value by average is calculated for the analysis part Unlike
descriptive statistics, inferential statistics are highly involved in analysis to extend further than
the data alone. For instance, this study use inferential statistics to infer some judgments or
conclusions of the probability which relate to an observed difference between groups and factors
is the reliable one or one that might happen in this study. Therefore, the inferential statistics is
used to make inferences and connection between the obtained data and related theories.
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4 DATA INTERPRETATION & ANALYSIS
As a part of data collection survey was done with the aim of sample size of 50. We approached
around 70 people out of which 50 responded. Based upon the data collected from the respondents
analysis has been done using Correlation and regression techniques. We also used Bar and pie
diagrams for representing the relationship between the factors which influenced the product
purchase
Correlations
Pricing Reference Features Brand Availability
Pricing Pearson Correlation 1 .010 .288* -.019 .148
Sig. (2-tailed) .944 .043 .893 .305
N 50 50 50 50 50
Reference Pearson Correlation .010 1 -.061 .149 -.157
Sig. (2-tailed) .944 .674 .303 .277
N 50 50 50 50 50
Features Pearson Correlation .288* -.061 1 -.307* .205
Sig. (2-tailed) .043 .674 .030 .153
N 50 50 50 50 50
Brand Pearson Correlation -.019 .149 -.307* 1 -.151
Sig. (2-tailed) .893 .303 .030 .295
N 50 50 50 50 50
Availability Pearson Correlation .148 -.157 .205 -.151 1
Sig. (2-tailed) .305 .277 .153 .295
N 50 50 50 50 50
*. Correlation is significant at the 0.05 level (2-tailed).
Table 1
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RegressionStatistics
Multiple R0.2948911
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R Square0.0869607
7Adjusted RSquare
0.067939119
StandardError
0.732140775
Observations 50
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 2.133 1 2.133 4.329 .043a
Residual 23.647 48 .493
Total 25.780 49
a. Predictors: (Constant), Features
b. Dependent Variable: Pricing
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.907 .248 11.722 .000
Features .157 .075 .288 2.081 .043
a. Dependent Variable: Pricing
Table 2
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INFLUENCING FEATURES
Chart 1
Chart 2
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Interpretations &Findings:-
From table 1 we can interpret that there is a correlation between Price and Features.
So we can find the Regression equation for these two interdependent factors.
From table 2 we found out the regression equation for the independent variable Features
and dependant variable price.
The Regression equation is Y=2.907 + 0.157X
Based on the data collected from the survey interpretation of the influencing factors of a
deodorant is done and is represented in chart 1 and from it we found that
o 26% of consumers are influenced by the Packaging
o 14% of consumers are influenced by the Fragrance
o 10% of consumers are influenced by the Advertisement
o 50% of consumers are influenced by All the above factors
It is found that most of the axe users feel that axe is only for youth. (From chart 2)
From the survey it is found that all the consumers of axe are satisfied with its quality.
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5 CONCLUSIONS, SUGGESTIONS & LIMITATIONS
5.1 Conclusions
In this project we studied and analyzed the consumer buying behavior of deodorant with respect
to AXE in specific. It is observed from the survey that most of the consumers are looking for all
the factors like packaging, pricing, branding and availability but not only an individual factor.
5.2 Suggestions
Advertisements of AXE should revised and concentrate on all age groups to avoid the
issue that AXE is only for youth.
Company should release variants with long lasting mild fragrances rather than relying on
strong fragrances
Price of AXE should not be increased unless it comes out with fragrances unique to AXE
5.3 Limitations
This schedule used for the purpose of collecting information from the respondent have the
following limitations.
In the process of data collection some of the respondents have expressed unwillingness in
answering the schedule.
The information collected from different customers may not be always exact.
The present study is confirmed to sample of customers using Axe.
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6 REFERENCES
Books
Kotler P., Keller K. L., Koshy A. & Jha M. (2009), Connecting with customers,
Marketing Management (pp. 114-223), PHI.
Saxena Rajan (2009), Consumer Behaviour, Marketing Management (pp. 140-
170), TMH.
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sharma&catid=34:marketing-and-branding&Itemid=56
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http://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.web-books.com/eLibrary/NC/B0/B64/020MB64.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.web-books.com/eLibrary/NC/B0/B64/020MB64.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56 -
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APPENDICES
7.1 Appendix 1: Questionnaire
1). How important is the use of deodorant to you?
1) Not at all important 2) Not important 3) Somewhat important 4) Very
important 5) Extremely important
2). How important is the price when you are purchasing a deodorant?
1) Not at all important 2) Not important 3) Somewhat important 4) Very
important 5) Extremely important
3)How important is the brand value when you are purchasing a deodorant?
1) Not at all important 2) Not important 3) Somewhat important 4) Very
important 5) Extremely important
4)Which feature influence you the most in purchasing a deodorant?
1) Packaging 2) Fragrance 3) Advertisement 4)All
5)How is the availability of the product in the market?
1)Very low 2)Low 3)Average 4)High 5)Very high
6 ). How did you come to know about AXE?
1)Advertisement 2)Friends and family 3)shopkeepers
7)Since how long have you been using AXE deodorant?
1) Less than 1 year 2). Between 1-3years 3) More than 3 years
8). Are you satisfied with the quality (no side-effects) of AXE?
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1) Disagree 2) Partially agree 3) Agree 4) Strongly agree 5) Nether agree nor
disagree
9). Who influenced you in purchasing of AXE?
1).Yourself 2). Family 3). Friend/colleague 4). Expert 5). Sales representative
6). Other
10). Would you recommend AXE to others?
1.) Yes 2).No
11). Do you feel that AXE is only for youth?
1) Disagree 2) Partially agree 3) Agree 4) Strongly agree 5) Neither agree
nor disagree
12).Please specify if there are any suggestions for improvement of AXE
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