RESEARCH
REPORT
TO MARKETING FIND THE MAIN FACTORS EFFECTING THE PURCHASE
DECISION IN
Anti aging products in reference of OLAY
March 5, 2008
1|Page
SUBMITTED TO:
SUBMITTED BY:
PROF. Pankaj Priya
GROUP-
1
Section A,
PGDM (FT)
Table of contents
1. Background study
2. Secondary Data
3. Literature review
4. Research Methodology
5. Management Decision Problem
6. Management Research problem
2|Page
7.
Methodology or approach(research Questions and hypothesis)
8. Questionnaire design
9. Company profile
10. Analysis and findings
11. Conclusion
12. limitations
13. references
Background study
The anti-aging market is one of the largest in the world. The majority of these
people want to find a way to fight aging, which is why there is such a high
3|Page
demand for products which hide or fight the signs of aging. It is a great thing
that there are so many anti-aging products available.
There have been many options for controlling on wrinkles like Plastic surgery,
Botox etc. but plastic surgery could not get success because of its complexity
and high cost and remained in the reach of film stars and high profile people.
Same the case is with Botox but it was not complex and it is relatively
economical. But Botox has its own side effects. Botox addresses only one
aspect of facial rejuvenation motion wrinkles. The FDA has only approved
Botox for use on an extremely limited area (less than 5% of our entire face).
Regular injections risk skin and nerve damage and actually thin the skin
exacerbating some skin problems. The effect of Botox injections almost
completely disappear within 3 to 6 months. After which we need to again and
again set up appointments with a doctor, get a new set of injections and spend
more money (about $700)...every 3 to 6 months.
Anti-aging creams are now being used by people under 30 for wrinkle
prevention because of growing consumer awareness of anti-aging solutions .
From time-release, to heat activation, to nanosphere bursts, to film technology,
specialty actives and delivery systems are helping drive the fast-growing
cosmeceutical market, at US$2.5 billion in the U.S. alone. Anti-aging skin care
products are expected to grow 11% annually by 2008. The slow release into the
skin sustains the benefits of the active, meaning better, longer-lasting products.
With skin care accounting for 59% of the cosmeceuticals market, new actives
for skin care have plenty of room to grow.
Consumers are returning to the notion that natural is healthier, and the natural,
holistic approach to personal care has regenerated itself in the form of organic
preservatives. Despite a shorter shelf life, they provide aroma therapeutic and
anti-oxidant wellness for the user, while preserving the integrity of the product.
Organic personal care and cosmetics are expected to grow into a US$5.8 billion
market by 2008. In Latin America, in spite of the region's low disposable
income, the past two years have seen skin care march ahead of hair care as the
fastest growing product sector. Mainly due to new technologically advanced
products, anti-aging and anti-cellulite sales increased by 22% and 25%. This is
also due to the fact that people under 30, in the hopes of preventing wrinkles
and maintaining a youthful look, are buying more anti-aging products.
Consumers have also become increasingly well informed about the advances in
the skin care sector.
The report from Fredonia Group entitled Anti-Aging Products sets the 2004
market for health maintenance products at $18 billion in 2004, compared with
just $2 billion for appearance products. The overall anti-aging market was set
to grow by 8.7 per cent a year over the next five years, reaching a total value of
4|Page
$30.7 billion by 2009, compared to an estimated value of $20.2 billion in 2004.
But although health maintenance products are expected to increase by 13.6
percent, appearance products are slated for 17.6 percent growth, with the
highest increase, of 19.8 percent, in the skin care subcategory.
Anti-ageing products tend to focus on skin care, where anti-wrinkle cosmetics
are now taking the market by storm. Euromonitor International estimated that
the total market for skincare products is valued at $38.3 billion globally, a
figure that is second only to the hair care sector. However, breaking this down
for products specific to the anti-ageing market, the figures are even more
dramatic. For products that target specific age-related conditions, the global
market was estimated at $6.9 billion in 2003, indicating a growth rate of 11.4
per cent. India's personal care market is becoming more sophisticated as the
country Westernizes according to a Kline and company report published earlier
this year. According to Indian census report 113,742,306 females are in the age
group of 34-59 years. So huge potential is lying in.
Watching this opportunity International direct seller Mary Kay Inc. has set up
its Indian subsidiary, Mary Kay Cosmetics Pvt. Ltd., in Gurgaon, New Delhi.
The company plans to invest approximately $20 million in the country over five
years. Targeting the high growth Indian beauty market, Mary Kay expects 50%
of its business to be generated by its skin care range and the rest by its color
cosmetics and body care offerings. "We anticipate generating the same success
in India that we have seen in other Asia-Pacific markets," said K.K. Chua,
president, Mary Kay Asia-Pacific. Products have been priced to attract both
mass to mid-range consumers. "We want to make this brand available to all
working women looking for good skin and makeup. We have kept the pricing
affordable so that the maximum number of women can buy them," said Hina
Nagarajan, country manager, Mary Kay India.
The market has matured, and Indian women are ready to spend on looking good
and feeling good." A survey at the Dubai and Heathrow airport retail outlets
showed that Clinique was the most purchased skin care product among
returning Indians. Speaking on While the market for direct selling beauty
companies hasn't been very strong in the country, despite Oriflammes and
Avon's steady business, Mary Kay is confident to bring a paradigm shift with its
new selling strategy and approach. The company plans to create a pull in the
market rather than push, and its consultants are being trained to act as beauty
advisors rather than just salespersons. In fact, the company created a much
focused product portfolio that answered beauty needs specific to Indian women,
launching its Botanical Customized Skin Care Collection in India.
5|Page
Secondary Data
Launched in 1957 in South Africa, now Olay is present in over 55 countries
globally. In India, the brand has been distributed and has been available in the
grey market all this while. Olay was formulated as a fluid moisturizer by South
African chemist-entrepreneur Graham Wulff and launched officially in 1957.
6|Page
Once popular as 'Oil of Olay, the pink lotion' it is now known as just 'Olay' and
enjoys a high recall value in India.
The Indian skincare market grew by 9.4% in 2003 to reach a value of $94
million. The compound annual growth rate of the market in the period 19992003 was 10.8%. Annual growth has fallen steadily from its 2000 high of
12.0% to a low of 9.4% in 2003.
The anti-ageing cream, Olay Total Effects, has been launched only in six metros
in the first phase in India and has been endorsed by former Miss Universe and
actor Sushmita Sen. "Initially 'it is made available at around 2,000 outlets
including hyper retail stores, chemists, beauty advisors and the existing
distributors in Hyderabad, Delhi, Mumbai, Kolkata, Chennai, and Bangalore,".
After the overwhelming response by discerning Indian women to the Olay Total
Effects, P&G has now initialed a unique campaign - The Olay Total Effects
Challenge*. This is an opportunity to enable many more women to experience
the delight of one product that takes care of several ageing skin needs.
7|Page
Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven
signs of ageing It is a breakthrough anti-ageing moisturizer containing the
patented Vitaniacin formulation.
P&G Home Products Limited is one of India's fastest growing Fast
Moving Consumer Goods Companies that has in its portfolio P&G's global
brands such as Ariel and Tide in the Fabric Care segment, and in the Hair Care
segment: Head & Shoulders - world's largest selling anti-dandruff shampoo;
Pantene - world's No. 1 beauty shampoo; and Rejoice - Asia's No. 1 shampoo.
P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble
Company, USA that in India, has carved a reputation for delivering superior
quality, value-added products to meet the needs of consumers.
The Indian skincare market grew by 8.5% in 2003 to reach a volume of
69 million units. The compound annual growth rate of the market volume in
the period 1999-2003 was 8.8%.The strongest growth was in 2000 when the
market grew by 9.1%.
8|Page
The leading revenue source for the Indian skincare market in 2003 was
the facial care sector, which accounted for just over 72% of the market's
value. In value terms this sector was worth $67.9 million in 2003, an increase
of 49% since 1999. Despite its leading position, the facial care sector was
outperformed by body care, which grew by 62% between 1999-2003. In
addition the body care sector generated the second largest revenues in
2003, reaching a value of $12 million, equivalent to 13% of the market's
value. It is unlikely that this sector will challenge the leading sector's position
going forward.
Because of the limitations of resources and funds we are taking secondary data
as of 1999-2003 which is quite old. In theory and background a better and real
scenario is projected. Hence figured data have its own limitations.
Market Segmentation
In 2003, facial care products totaled 72.1% of the Indian skincare market Body
care made up a further 12.8% of the market's value. Sun care products held the
smallest share (4.2%) in 2003. Till this time market for anti aging was not
created.
9|Page
Market Value Forecast
In 2008 the Indian skincare market is forecast to have a value of $134
million, an Increase of 42.8% since 2003. The compound annual growth rate of
the market in the period 2003-2008 was predicted to be 7.4%.
The Indian skin care market has experienced an exceptionally high rate of
growth during the past five years making it one of the world's strongest
performing skin care markets. Its present value in India is $525 Mn. However,
its growth rates are forecast to fall over the next five years. The Indian skin care
market reached a value of $94.1 million in 2003, having grown with a
compound annual growth rate (CAGR) of 10.8% in the 1999-2003 periods. This
growth was substantially larger than that of the Asia Pacific market itself,
leading to the Indian markets share rising by 0.2 percent age points during
1999-2003, accounting for 0.9 % of the Asia-Pacific market by the end of this
period.
During the next five years the market is expected to experience declining
growth rates. By 2008, the market is forecast to reach a value of $134.3
10 | P a g e
million, which equates to a CAGR of 7.4% in the 2003-2008 period, higher
than the Asia-Pacific and global market CAGRs of 4% and 3.9% respectively.
Olay is not alone in its efforts to increase prices at $27.99 each also. In skin
care, LOreal and Neutrogena sell products for over $20, and an influx of
European brands carry price tags as high as $80 in some drugstores. In the
cosmetics aisle, Physicians Formula has fueled sales and space gains with
premium prices, but this spring Max Factor and Revlon's Vital Radiance failed
11 | P a g e
to convince women to pay more for their offerings. Both lines have lost display
space and Revlon has discontinued Vital Radiance.
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Literature review
Looking better seems to equate with looking younger, and there is a readily
apparent fear of aging. Many Urban adults seem to be dissatisfied with their
natural appearance. In an online poll, Popular Demographics asked adults to
rank their level of happiness with their personal appearance, and on a scale of 1
to 10 (with 1 being least happy), nearly half of the 2510 respondents (47
percent) gave themselves a score of 5 or lower. The poll found that:
87 percent of adults say that if they could change any part of
their body for cosmetic reasons, they would; half would change multiple body
parts
Fewer than 1 in 7 adults (18 percent of men and 10 percent of women) are
happy enough with their bodies that they wouldnt change a thing.
A survey released by the Federation of Indian Chambers of Commerce and
Industry (FICCI) reveals that 12 personal care products would continue to
register growth rates that vary from 10 per cent to 20 per cent and above.
With the skin care market showing double-digit annual growth, P&G-owned
Olay arked its entry into the $535 million Indian skin care market with Olay
Total Effects Anti-Aging cream. "Today, anti aging is only 3% of the total skin
care market at [$15 million], which means there is huge potential. It has been
doubling every year for the last three years," said Sumeet Vohra, head of
marketing, P&G India. "With our latest Olay anti aging product, we feel we can
make a difference to Indian women with specific skin care needs. With the
launch of four new Olay brand skin care products, we want to establish a strong
presence in the country." P&G rival HUL launched its Pond's International
range of skin care with targeted approach for every age group and skin type,
and Olay's delayed entry might cost the company some market share. Justifying
the move, Vohra added, "There are other players already present in the market,
but we delayed our entry because we wanted to be absolutely sure that the
product is right for Indian skin. We also tweaked the product a bit to suit Indian
skin types. Secondly, we wanted to make sure that it is right from an economic
standpoint, and we believe the time is right now. Today, women are more
willing to embrace anti aging products, since looking youthful is a key beauty
trend. Finally, this move fit in our sequence of priorities, because whenever we
launch something new, we want to focus on it and put in the right amount of
resources and energy behind each one of them." Olay Total Effects has been
launched in six metros for the first phase of the launch, and the company plans
to extend its presence to 25 cities and then add another 44. In speaking about
the market share the company looks to gain with the Indian launch of the new
product, Vohra said that the anti-aging products market is still nascent in the
13 | P a g e
country, so there is ample room for the company to grow.
"There is a great need to increase awareness about this
product. Initially Olay Total Effects will be available in around 2,000 outlets
including hyper retail stores, chemists, beauty advisors and through existing
distributors in Delhi, Mumbai, Kolkata, Chennai, Hyderabad and Bangalore,"
Vohra added. The company has previously introduced three other skin care
rangesWhite Radiance, Beauty Fluid and Olay Cleansersto the Indian
market.
"We are seeing price escalation in skin care," said Carrie Mellage, industry
manager, consumer products, for Kline & Co., noting that women are seeking
products with technology that improve their appearance. Mellage said that
dollar across sales all beauty channels including mass, prestige, spa, specialty
and direct -- are increasing at a more rapid clip than unit sales, indicating that
price tags are inching up. Last year, dollar sales of facial treatments increased
7.8 percent, while unit sales grew 3 percent, according to Kline and Co.'s
Cosmetics & Toiletries USA 2005 Report. Industry consultant Allan Mottus
declared, "Drugstores need MAC Cosmetics and Clinique pricing to survive.
The problem is the consumer isn't willing to pay those prices. She's feeling
pretty burnt out." Referring to Max Factor and Vital Radiance's troubles,
Mottus continued, "retailers were initially attracted by their higher price points,
but that excitement didn't hold the last three or four months."
A higher cash register ring does come with challenges. For instance, several
mass retailers have locked Definity behind glass to prevent theft. Brace said that
P&G is working to resolve such issues as price points climb higher. He added
that on shop-along with consumers who buy beauty across multiple channels,
P&G found that many women arrived at department store counters armed with
knowledge and in some cases knew more than the beauty adviser. Brace said,
"The consumer drive for sophistication is driving prices higher."
It is the working woman who is more conscious of the way she looks rather
than the woman who stays at home. And in India that segment is still small,
unlike the Chinese market where there is a high population of working women.
To that extent, the brand might have its limitations in India said Dr. R. K. Joshi
senior consultant and coordinator of dermatology at Indraprastha Apollo
Hospital New Delhi.
Anti-ageing solutions are nascent but gaining ground
Fastest growing segment in the skincare market (approximately 3 per
cent of the overall skin category, it has doubled in the last three years)
Development of the skincare category in India
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Growing consumer awareness
Research Methodology
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Research design
A research design is a logical and systematic plan prepared for directing a research study. The
methodology and techniques designed is the program that guides the investigator in the process of
collecting, analyzing and interpreting data.
The research in this case is exploratory research. Single cross-sectional study has been used here.
Information has been collected from a given sample of population only once by drawing the sample
of respondents from the target population.
A Research Design consists of the following parameters
Exploratory research will be done on the information collected
Use of descriptive research in conclusion research design to attain the objective of research
through single cross-section design
The measurement and scaling procedure that can be adopted for the research are dependent
on the questionnaire designed and validity or degree of precision desired.
Questionnaire design
Sampling process and sample size.
Reasons for choosing a particular research design
Exploratory research: Since this research helps to assist the decision maker in determining,
evaluating and selecting the factors which prompt consumers to buy anti aging products from
external sources and reports.
Descriptive research: This method is used by analyzing the questionnaire that had been
filled by consumers to find the main factors among the factors that had been spotted by
exploratory research.
Single cross sectional design: Since the data collected in primary research through
administration of questionnaire will be done for one sample of respondents drawn from the
target population of consumers and this survey will be conducted once.
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Secondary data:
Secondary data was collected mainly through the Internet, companies websites and based on the talks
with the company report.
Primary data:
The Primary Data was collected from the survey which involved meeting with consumers and getting
a Questionnaire filled.
Scope of the study:
Area: Metros
Time: 2 months
Product scope : The products in the anti aging segment of all companies.
Defining the target population:
With regards to consumers any individual above the age of 25 formed the part of target
population
Sampling Frame:
Consumers were selected on the basis of convenient judgmental sampling.
Sample size
The Sample Size for Consumers is 64.
ASSUMPTIONS FOR THE STUDY
17 | P a g e
The research is done by not focusing on the effects of time and cost consideration.
The selected sample unit, sample and sample size will be representing the target population.
The method of convenient sampling and sample frame selection will not lead to much error in
answers.
The degree of confidence and degree of precision are enough for the study.
MANAGEMENT DECISION PROBLEM:
TO GAIN LEADERSHIP IN ANTI AGING SEGMENT FOR OLAY (P & G).
MANAGEMENT RESEARCH PROBLEM:
To identify the factors which influence purchase decision of Indian consumers.
18 | P a g e
RESEARCH QUESTIONS AND
THE HYPOTHESIS
1. Does age have relation with use of anti-ageing products to consumers?
Ho: Age doesnt have relation with use of anti-ageing products to consumers
H1: Age has relation with use of anti-ageing products to consumers
2. Does Income have any relation with use of anti-ageing products to consumers?
Ho: Income doesnt have relation with use of anti-ageing products to consumers
H1: Income has relation with use of anti-ageing products to consumers
3. Does Brand name affects the purchase decision?
H0: Brand Name doesnt affect the purchase decision
H1: Brand Name affects the purchase decision
4. Does Quality affects the purchase decision?
H0: Quality doesnt affect the purchase decision
H1: Quality effects the purchase decision
19 | P a g e
5. Does Price affects the purchase decision?
H0: Price doesnt affect the purchase decision
H1: Price affect the purchase decision
6. Does Promotional schemes affect the purchase decision?
H0: Promotional Schemes doesnt affect the purchase decision
H1: Promotional schemes effect the purchase decision
7. Does marketing (consulting) affect the purchase decision?
H0: marketing doesnt affect the purchase decision
H1: marketing affect the purchase decision
8. Does packaging affect the purchase decision?
H0: packaging doesnt affect the purchase decision
H1: packaging effect the purchase decision
9. Distribution (availability) affects the purchase decision?
H0: Distribution doesnt affect the purchase decision
H1: Distribution affect the purchase decision
20 | P a g e
Lal BAHADUR SHASTRI INSTITUTE OF MANAGEMENT
(New Delhi)
Project on the Anti-aging Products
Questionnaire
(TO IDENTIFY THE INFLUENCING FACTORS AFFECTING PURCHASE DECISION)
21 | P a g e
22 | P a g e
23 | P a g e
24 | P a g e
We conducted this survey online hence we tried to show a window view here.
25 | P a g e
Questionnaire Analysis
&
Findings
26 | P a g e
1.
Anti-Ageing treatment preference to use or recommend
users
%age of users
Number of users
Botox
0
0
Laser
4.6
3
Anti-ageing Cream
35.9
23
Homemade pastes
50
32
none
9.5
6
options
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2.
What restricts consumers to go for other available solutions
responses
%age of users
Number of users
Fear of side effects
51.6
33
High cost
9.4
6
Unavailability/difficulty
in use
9.4
6
I dont see others using it 3.1
2
I dont use homemade
pastes also
17
options
26.5
Please mention from where you mostly purchase your beauty products
28 | P a g e
Number of respondents %age of respondents
I dont mind about
place
10
15.6
Online purchase
2
3.1
Retail stores
45
70.3
Beauty parlors
7
11
Are you familiar with the brand OLAY
29 | P a g e
Number of respondents %age of respondents
Never of heard of it
7
11
I am aware of
50
78
Have used
3
4.7
Use it on a regular
basis
4
6.3
How did you hear about OLAY
30 | P a g e
Number of respondents %age of respondents
TV
24
37.5
Magazines
17
26.6
Internet
6
9.4
Friends
8
12.5
Beautician
9
14
Hypotheses 1.
. Does age have relation with use of anti-ageing products to consumers?
31 | P a g e
Ho: Age doesnt have relation with use of anti-ageing products to consumers
Crosstabs
Case Processing Summary
Cases
Valid
N
user * age
Missing
Percent
100.0%
64
N
Total
Percent
.0%
0
N
64
Percent
100.0%
user * age Crosstabulation
Count
age
low
user
8
1
9
non user
user
Total
medium
11
13
high
24
Total
14
17
33
31
31
64
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Value
5.845
6.593
2
2
Asymp. Sig. (2sided)
.054
.037
1
.063
df
3.470
64
Symmetric Measures
Nominal by
Nominal
N of Valid Cases
Phi
Cramer's V
Value
.302
.302
Approx. Sig.
.054
.054
64
Here Pearson Chi-Square has value 5.845 and in table at 2 DF is 5.9 so we can not reject null hypotheses.
2. Does Income have any relation with use of anti-ageing products to consumers?
Ho: Income doesnt have relation with use of anti-ageing products to consumers
Case Processing Summary
32 | P a g e
Cases
Valid
N
user * income
Missing
Percent
100.0%
64
N
Total
Percent
.0%
0
N
64
Percent
100.0%
user * income Crosstabulation
Count
income
user
non user
user
medium
15
10
Total
high
Total
18
21
39
25
33
31
64
Chi-Square Tests
Value
1.169
.681
Pearson Chi-Square
Continuity Correction
Likelihood Ratio
1
1
Asymp. Sig.
(2-sided)
.280
.409
1
.278
df
1.175
Exact Sig.
(2-sided)
Fisher's Exact Test
.315
Linear-by-Linear
Association
1.151
N of Valid Cases
Exact Sig.
(1-sided)
.205
64
1
.283
Symmetric Measures
Nominal by
Nominal
Phi
Cramer's V
N of Valid Cases
Value
.135
.135
Approx. Sig.
.280
.280
64
Since Chi-Square has value 1.169 and in table at 1 DF is 1.7 so we can not reject null hypotheses here again.
Factors Hypotheses:
3. Does Brand name affects the purchase decision?
H0: Brand Name doesnt affect the purchase decision
33 | P a g e
4. Does Quality affects the purchase decision?
H0: Quality doesnt affect the purchase decision
5. Does Price affects the purchase decision?
H0: Price doesnt affect the purchase decision
6. Does Promotional schemes affect the purchase decision?
H0: Promotional Schemes doesnt affect the purchase decision
7. Does marketing (consulting) affect the purchase decision?
H0: marketing doesnt affect the purchase decision
8. Does packaging affect the purchase decision?
H0: packaging doesnt affect the purchase decision
9. Distribution (availability) affects the purchase decision?
H0: Distribution doesnt affect the purchase decision
For determining the correlation and Buyer behavior factors coefficient we did Multiple
Regression Analysis here
Regression
Descriptive Statistics
Mean
.4844
3.8125
Std. Deviation
.50371
.68718
Brand
3.4375
.61399
64
Ease of use
3.0000
.59094
64
consulting
2.6094
.72631
64
packaging
3.4375
.68718
64
promotion
3.5938
.68357
64
availability
2.6406
.93209
64
Price
3.9844
.62974
64
user
Quality
34 | P a g e
N
64
64
Correlations
Pearson Correlation
user
Quality
user
1.000
.496
Quality
.496
1.000
Brand
.741
.348
Ease of use
.107
-.117
consulting
.005
.010
packaging
.387
.311
promotion
.166
.207
availabilit
y
.647
.290
Price
-.276
-.154
-.187
Brand
.741
.348
1.000
.044
.069
.367
.165
.584
Ease of use
.107
-.117
.044
1.000
-.074
-.078
.196
.115
.128
consulting
.005
.010
.069
-.074
1.000
-.129
.091
-.023
-.118
packaging
.387
.311
.367
-.078
-.129
1.000
.114
.497
.053
promotion
.166
.207
.165
.196
.091
.114
1.000
.091
-.015
Availability
Price
Sig. (1-tailed)
user
.647
.290
.584
.115
-.023
.497
.091
1.000
-.226
-.276
-.154
-.187
.128
-.118
.053
-.015
-.226
1.000
.000
.000
.201
.485
.001
.095
.000
.014
.000
.
.002
.178
.469
.006
.050
.010
.113
Brand
.000
.002
.
.366
.294
.001
.096
.000
.069
Ease of use
.201
.178
.366
.
.281
.270
.060
.182
.157
consulting
.485
.469
.294
.281
.
.154
.237
.428
.177
packaging
.001
.006
.001
.270
.154
.
.185
.000
.340
promotion
.095
.050
.096
.060
.237
.185
.
.237
.453
availability
.000
.010
.000
.182
.428
.000
.237
.
.036
Price
N
.
Quality
.014
.113
.069
.157
.177
.340
.453
.036
.
user
64
64
64
64
64
64
64
64
64
Quality
64
64
64
64
64
64
64
64
64
Brand
64
64
64
64
64
64
64
64
64
Ease of use
64
64
64
64
64
64
64
64
64
consulting
64
64
64
64
64
64
64
64
64
packaging
64
64
64
64
64
64
64
64
64
promotion
64
64
64
64
64
64
64
64
64
availability
64
64
64
64
64
64
64
64
64
Price
64
64
64
64
64
64
64
64
64
35 | P a g e
Model
1
Variables
Entered
Variables
Removed
Price,
promotion,
packaging,
consulting,
Ease of use,
Quality,
Brand,
availability
Method
.
Enter
Model Summary
Model
1
R
.829
R Square
.687
Adjusted R
Square
.641
Std. Error of
the Estimate
.30166
ANOVA
Model
1
Sum of
Squares
Regression
(explained)
Residual
Total
df
Mean Square
10.979
8
1.372
5.005
55
Sig.
.091
15.984
F
15.082
.000
63
Coefficients
Unstandardized
Coefficients
Model
1
Standardized
Coefficients
B
-1.809
.181
Std. Error
.482
.062
.247
t
-3.755
2.910
Brand
.394
Ease of use
.087
.079
.481
4.963
.000
.070
.102
1.246
consulting
.218
-.019
.054
-.027
-.345
.731
packaging
.016
.069
.022
.234
.816
promotion
-.007
.059
-.009
-.116
.908
.134
.057
.247
2.353
.022
-.088
.065
-.109
-1.343
.185
(Constant)
Quality
availability
Price
Beta
Sig.
.000
.005
we can compare the Standardized Coefficients values and actual values of B.Since no
coefficient is carrying value 0 hence all hypotheses from 3 to 9 are rejected.
36 | P a g e
Conclusion
37 | P a g e
Conclusion
The research carried by us is an exploratory research which is to follow by
Descriptive research. We tried to identify those factors which affect buyers
perception for any product.
1. P&G is one of the leading companies in personal care segment of the world
and it has entered in India with few ranges in beginning.
2. Age and income do not affect buyers purchase decision for this product, it is
because number of Indian females who are involved in social activities is
increasing with the disposable income of them.
3. All 8 factors are influencing but on different level so for further descriptive research
these factors can be converted in to 3-4 factors only by factor analysis.
Limitations:
1. Many respondents were not involved completely while filling questionnaires.
2. Background noise was also affecting responses.
3. Since we were not from the company so were not offering any free sample or
rewards so consumers were not responding many times.
4. Sample size is very small it might not covering whole targeted population.
5. The primary and secondary data are limited and are constrained by the availability and
approachability.
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References
1. www.olay.com
2. Rashi Mittal, P&G , [e-mail]
3. Ramchandram Dhannaram
Managing Partner - Solus Media
0091-40-23230750
4. www.datamonitor.com
5. www.search-ebscohost.com
http://www.censusindia.gov.in/Census_Data_2001/Census_Data_Online/Social_and_
cultural/Age_Groups.aspx
6. http://search.ebscohost.com/login.aspx?
direct=true&db=buh&AN=26922274&site=ehost-live
7. http://www.undeniableproof.com/
39 | P a g e