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Consumer Behavior Towards Lux Soap
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Consumer Behavior Towards Lux Soap
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Author:
Tejus Chincholkar
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CONSUMER
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CONSUMER BEHAVIOR TOWARDS LUX SOAP
METHODOLOGY y
Objective: y
To study the consumer behavior towards Lux soap.
y
Sample Size: 54 (24 Males and 30 Females)
y
Data Collection: y
Primary Data: Data has been collected directly from the respondents with the help of structured questionnaires and analysed with the help of MS Excel.
LIMITATIONS y
R espondents
may not have given correct information
y
Limited Period
ANALYSIS USE?
30
44% 56%
24
YES NO
Factors responsible for Purchase of LUX 3%
Cultural 50% 47%
Personal Social
y
Cultural Factors: y
y
Males belonging to age group 20-30
Personal Factors: y
Females belonging to age group of 20-25
Influential factor
40%
Celebrities Endorsement Friends 57%
3%
Word of Mouth
Brand Loyal
33% Yes 67%
No
Other Brands
45%
Dettol Dove Lifebuoy
52%
3%
REASON y
Dettol: Antiseptic
Target Families y
Lifebuoy: Germ protection
SOME OTHER FINDINGS y
All respondents purchased monthly
y
85% respondents purchased from local stores
y
65% respondents like LUX because of its fragrance
y
26% respondents like LUX because of its Long lasting Quality
y
9% respondents like LUX because of its refreshing Experience
SWOT y
y
Strengths: y
Strong Brand Image
y
Many variants
y
Continuous Innovation
Weakness: y
Targets only Women
y
Opportunities: y
Line Extension: More Variants catering Natural Segment.
y
Threats: y
Internal Competitors: Dove & Lifebuoy
y
External Competitors: Dettol
SUGGESTIONS y
BTL promotions y
Sponsorship activities
y
Sales promotions like giving freebies with goods
Thank you!!!
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