Consumer Behavior Towards Lux Soap

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!!!