Consumer survey and Behavior AnalysisAbhishek Kumar Singh

Unitedworld School of BusinessSummer Internship Report Presentation

About the company

•Wild Stone was introduced in the year 2005•It has more than 10 types of fragrance•Strong presence in the market (retailers & distributors)•Innovation & Investment important pillars of the company•The company believes in 3P’s (Profit, Peace & Pride)

Research Methodology

Research DesignDescriptive and Explanatory research design was used to conduct the survey

Research tools and Techniques

Source of DataPrimary Data

Structured Questionnaire

Objectives

•To understand consumer behavior on deodorant, especially Wild Stone.

•To understand where ‘wild stone’ stands among other brands in the market of Kolkata.

•To study possible influencing factors behind the choice of deodorant.

Data Analysis

Age Group15-20 3021-25 10426-30 8531-35 7236 & above 9

15-2010%

21-2535%

26-3028%

31-3524%

36 & above3%

Chart Title

OccupationSelf-employed 8Service 160Student 132

self-employed3%

service53%

student44%

PreferenceBoth 21P.deo 162Deo 117

both7%

P.deo54%

deo39%

Brand preferenceAxe 43Engage 54Envy 1000 2Fogg 51He 12Nivea 4P.A. 18Layer Shots 54Wild Stone 62

axe14% engage

18%

envy 10001%

fogg17%

he4%nivea1%

P.A.6%

layer shots18%

Wild Stone21%

Do you switch brandsYes 261No 39

yes87%

no13%

Interest in buying new deodorant in the market

Yes 188No 112

yes63%

no37%

Reasonable price100-150 55160-200 158210-250 80250 & above 7

100-15018%

160-20053%

210-25027%

250 & above2%

What influences you to make purchase decisions

Advertisement 100Fragrance 65Packaging 42Price 86Recommendation 7

adver-tisment

33%

fragrance22%packag-

ing14%

price29%

recommendation2%

Do you know about Wild StoneYes 297No 3

yes99%

no1%

MediumPrint media 9TVC 286Social media 9

print media3%

TVC94%

social media3%

Have you used wild stoneYes 257No 43

yes 86%

no14%

Problems faced while conducting the survey:

•Unwillingness of the customer to respond•People thought that we are salesman•Transportation•Language•Company did not provide us with an identity card, so it was difficult to approach people

Conclusion

•As per the survey wild stone is performing well in the market.•Layer Shots doing good in the market•Shift in demand from ‘deodorant’ to ‘P. deodorant’

(39%) (54%)•Mixed reaction on the use of wild stone deodorant•Few manufacturing defects where also pointed by the customers•Negligible presence in social media•New range of fragrance

Recommendation based on consumer survey

•Consumers finding the wild stone less lasting. Company needs to improve the longevity of the fragrance.

•Company needs to modify the packaging.

•Company should focus on their advertisement. They should use a new advertisement concept.

•The company should increase their presence in the social media, as their marketing through this medium was very poor.

•Most of the customers have given the suggestion to introduce a new deodorant in the market.

Continue…

•The target segment is ‘youth’ of the country but somehow the results are different. We are not able to motivate new customers to buy our product.

•Few of the customers who are very much price sensitive said that wild stone is an overpriced product in deodorants.

•Company should work on the twist of the bottle as there are complains of not working properly.

• Company should also try to bring some kind of family packs in order to grab attention.

•Men prefer deodorant that has sweet & soothing smell & long lasting effect. They find the fragrance of wild stone deodorant too strong.

Reference

•http://articles.economictimes.indiatimes.com/2015-06-29/news/63937554_ 1_vini-cosmetics-rs-500-crore-60-crore

•http://articles.economictimes.indiatimes.com/2014-07-14/news/51485063_ 1_itc-ltd-deodorant-market-market-share

•http://www.mcnroe.com/index.php

•Philip Kotler

Thank you