Consumer behaviour towards mysore sandal soap

KARNATAK LAW SOCIETY’S

INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH

PROJECT REPORT ON

“Consumer Behaviour towards Mysore Sandal Soap”

KARNATAKA SOAP & DETERGENT LIMITED AT
BANGALORE

SUBMITTED TO
KARNATAKA UNIVERSITY, DHARWAD

SUBMITTED BY
Mr. VINAYAK N. PATIL
MBA09003119
In the partial fulfillment of the requirement for the award of Master’s in
Business Administration (MBA) awarded by Karnataka University,
Dharwad for the year 2009-10.

Internal Guide External Guide

Prof. Deepa More Mr. H.G Raja Rao

KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION & RESEARCH
BELGAUM.
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)

CERTIFICATE

This is to certify that Mr. Vinayak N Patil has satisfactorily completed

his Major Concurrent Project on “Consumer Behaviour towards Mysore
Sandal Soap.” in the partial fulfillment of the requirement of Masters of
Business Administration, during the academic year 2009-2010.

INSTITUTE GUIDE DIRECTOR

Prof. Deepa More Dr. A.B Kalkundrikar

ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this is no different.
As a introduction to any last would be incomplete without the mention of people who
have made it possible and whose constant guidance and encourage served as beacon
light my effort with success.

I like to thank My Family and Friends who have directly or indirectly helped
me in successful completion of this project and will remain the source of inspiration for
putting my best efforts to ensure the success of this report.

I wish to take this opportunity to express my deep sense of gratitude to Mr. H.G

Raja Rao, product manager of the KS&DL Bangalore, for providing me an

opportunity for carry out my Major Concurrent Project at their esteemed organization.

I am Grateful to my Internal Guide Prof. Deepa More who has guided me in
each and every mode of the project work and helped me to understand more and more. I
also like to thank my External Guide (Company Guide) Mr. H.G Raja Rao who has
supported me throughout my project.

I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar for
his inspiration, advice and support in project work.

Thanking you.

Place: Belgaum VINAYAK N. PATIL

Date:

DECLARATION

I, Vinayak N. Patil hereby declare that the project report entitled
“Consumer Behavior towards Mysore Sandal Soap in
Bangalore.” is an independent study carried out by me during
my Major Concurrent Project.

I also hereby declare that this report is not being
submitted to any organization and the data will be held
confidential.

Date:
Vinayak N. Patil
Place:

INDEX
S No. PARTICULAR Page No
1 Executive Summary 1
2 Industrial Profile 2-3
3 Company Profile 4-9
4 Organization Structure 10-20
5 Product Profile 21-24
6 Introduction to topic 25-31
7 Research Methodology 32-34
8 Data analysis & Interpretation 35-50
9 Test Hypothesis 51-52
10 Finding 53
11 Suggestions 54
12 Conclusion 55
13 Bibliography 56
14 Annexure 57-58

EXECUTIVE SUMMARY

In present competitive scenario, the FMCG companies are mainly concentrating on analyzing
the consumer behaviour which is essential for the growth of the company. FMCG sector
needs speed, convenience, the ability to interact across multiple channels and the ability to
work with multiple distribution channels from which they expect consistent growth and
penetration in the market.

TITLE OF THE PROJECT:
“Study of Consumer Behaviour towards Mysore Sandal Soap ”

The project is being carried out in Bangalore city with a clear objective of understanding the

consumer behaviour towards Mysore sandal soap and its related brands.

The primary data is collected through survey technique and field work by interviewing the

consumers and general public. The secondary data is collected through company websites

and past records.

The questionnaires consisting of both open ended and close ended questions have been
designed to obtain the required information from the respondents keeping in mind the
objectives of the study.
Analysis was made out of the opinions produced there in based upon this analysis conclusion
and recommendations were aimed at.

INDUSTRY PROFILE
Soap is one of the commodities which have become an indispensable part of the life
of modern world. Since it is non durable consumer goods, there is a large market for it. The

whole soap industry is experiencing changes due to innumerable reasons such as government
relations environment and energy problems increase in cost of raw material etc.
The changing technology and ever existing desire by the individual and the
organization to produce a better product at a more economical rate has also acted as catalyst
for the dynamic process of change.
More and more soap manufactures are trying to capture a commanding market share
by introducing new products. The soap industry in India faces a cut throat competition with
multinational companies dominate the market. They are also facing severe threat from
dynamic and enterprising new entrance especially during 1991-92.
If we look back into the history of soaps & detergents, mankind knew about soaps
nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, when
roasted meat over flowed on the glow in ashes. This lump like product was soap & had
foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made &
marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent for
making soap was taken in London. The world consumption of soap in 1884A.D. was said to
be 2lakh tonnes p.a.

HISTORY OF THE SOAP:
Soap manufacturing was started in North America. Some American companies with
well known names were started 200 years ago. During middle age soap was made at various
places in Italy, France, England & other countries. France became famous & many small
factories were established there.
In India the first soap industry was established by North West soap company in1897
at Meerat following the swadeshi movement. Since 1905, the following come into force:
• Mysore soap factory at Bangalore
• Godrej soap at Bombay
• Bengal chemicals
• Tata oil mills
• 1930 lever brothers co.
THE INDIAN SOAP INDUSTRY SCENARIO:
The Indian soap industry has long been dominated by hand full of companies such as:
1. Hindustan levers limited.
2. Tata oil mills (taken over by HLL)

3. Godrej soaps private limited.
The Indian soap industry continued to flourish very well until 1967-68, but began to
stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in
demand can be attributed due to;
1. Growth of population.
2. Income & consumption increase.
3. Increase in urbanization.
4. Growth in degree of personal hygiene.
Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comes
under organized sector.

PRESENT STATUS:
Market scenario:
India is the ideal market for cleaning products. Hindustan liver, which towers over the
cleaning business, sells in all over the cleaning business but the tiniest of Indian settlements.
The 7.4lakhs tons per annum soap market in India in crawling along at 4%
The hope lies in raising Rupee worth, the potential for which is high because the Indian soap
market is pseudo in nature & it is amazingly complex being segmented not only on the basis
of price benefits, but even a range of emotions within that outlining framework.

PROBLEMS OF SOAP INDUSTRY:
Soap industry faces some problems in case of raw materials. The major ingredients
are soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of serious
problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh
tons & is met through imports. In recent times, caustic soda and soap ashes in the cheaper
varieties of soaps are quite high.

COMPANY PROFILE

HISTORY OF KS&DL (INCEPTION):

Karnataka soaps & Detergents Limited, a successor to the government soap factory,
which is one of the premier factories among the Indian soap industries. After World War 1,
there was a slump in the sandal wood export to the west. It dropped a blanket of gloom over
business & trading in India. The Maharaja of Mysore turned this threat in to an opportunity,
by sowing the budding seeds of KS & DL on the out skirts of Koti forest, near Bangalore in
1918.
The project took shape with the engineering skill and expertise of a top-level team with
the inspection of the Diwan of Mysore Late Sir. M. Visvesvaraya & with the service of
scientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough.
The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect of
manufacturing of sandalwood oil & world famous Mysore Sandal Soap.
The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of
100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area,
Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent &
fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport services
and communication. In November 1918, the Mysore Sandal Soap was put in to the market
after sincere effort & experiments were undertaken to evolve a soap perfume blend using
sandalwood oil as the main base to manufacture toilet soap.

RENAMING OF COMPANY:

On Oct 1st 1980, the Government Soap Factory was renamed as “KARNATAKA
SOAPS AND DETERGENTS LIMITED”. The company was registered as a Public
Limited company. Today the company produces varieties of products in toilet Soaps,
Detergents, Agarbathis and Talcum powder. KS&DL has been built up with rich tradition for
the quality of its products. Mysore Sandal Soap is the No: 1 anywhere in the world. The
Karnataka state is the original home of the Sandal oil, which uses Original perfume
sandalwood in the manufacturing of Mysore Sandal Soaps.
It is also known as the “FRAGRANT AMBASSADOR OF INDIA”.

TRADEMARK OF MYSORE SANDAL SOAP

The “SHARABHA”

The carving on the cover is the ‘Sharabha’, the trademark of
KS&DL. The Sharabha is a mythological creation from the puranas and embodies the
combined virtues of wisdom, courage & strength, while it is illustrated in its unusual from the
body of a lion with head of an elephant. It was adopted as an official emblem of KS&DL to
symbolize the philosophy of the company. The Sharabha the symbolized power that removed
imperfections & impurities. The Maharaja of Mysore has his official emblem adopted it. And
soon took its pride of place as the symbol of the government Soap factory, of quality that
reflects a standard of excellence of Karnataka Soaps & Detergents Limited.

OWNERSHIP PATTERN:
“Wholly owned by Government of Karnataka”

COMPETITORS INFORMATION AND THEIR MARKET SHARE:
HUL 70%
Godrej 4%
Procter & gamble 10%
KSDL 11%
Others 5%

PRESENT STATUS:
1. The company has entered into shampoo, dish wash, detergent bar & room refresher.

2. The company is striving to develop new perfumes for soaps detergents, agarbathies &
shampoo.
3. The company wants to improve the existing products in terms of quality.

ACHIEVEMENTS / AWARD:
1. Government of Karnataka
Dept of Industries and commerce
State Export Promotion Advisory Board. “EXPORT AWARD” 1974-75
2. Detergent Plant
M/s Chemical Bombay have given 1st price for the year 1980-81
3. Geographical Indication GI-2005
4. ISO 9001-2000 in the year 1999
5. ISO 14001-2004 in the year 2000

FUTURE GROWTH AND PROSPECTUS:
1. Introduction of anti-bacteria, herbal transparent soap, made out of 33 essential oil
based perfume, Aloe Vera, Vitamin-E etc as additive and suitable for all types of skin
and all seasons.
2. Improvement in existing products Mysore Sandal classic improved moisturizers &
skin conditions.
3. Introduction of sandalwood powder in 50gms, 100gms to meet the growing demand
for religious purpose.
4. Introduction of new higher powered detergent powder for institutional sales in bulk
packaging.
5. To attain market leadership.
6. Introduction of new trade schemes to increase sales.
7. Aggressive advertisement and publicity as part of sales promotion.
8. Reduction in distribution expenses.
9. Cost-reduction in all areas.
10. Instant decision making in certain procurement activities.
11. Timely introduction and implementation of market driven decisions.
12. Ensuring effective internal control.

BIRDS EYE VIEW OF KS&DL:
1918 - Govt. Soap factory started by Maharaja of Mysore & the Mysore Sandal Soap was
Introduced into the market for the first time.
1950 - The factory output rose to find terms.
1. Renovating the whole premises.
2. Installing a new boiler soap building plant & drying chamber.
1954 - Received License from government to manufacture 1500 tons of soap & 75 tons of
glycerin per year.
1957-Factory shifted its operations to Rajajinagar industrial area.
1975- Rs3crore synthetic Detergent plant was installed based on Ballestra SPA (Italy)
technology.
1981- a. Production capacity was increased to 6000 tons.
b. Rs.5 crore Fatty acid plant was installed with technical collaboration from Europe.
1992- The Board for Industrial & Financial Reconstruction (BIFR), New Delhi in December
For rehabilitation.
1996- The BIFR approved the Rehabilitation scheme in September.
1999- ISO 14001 Certificate pertaining to Environmental Management System.
2000- In May, the BIFR, New Delhi Declared the Company to be out of the purview.
2004- The company launched Herbal Care Soap.

ISO 9002 QUALITY POLICY:
KS&DL commits to “customer delight” through Total Quality Management &
continues improvement by involvement of all its employees.

ISO 14001 ENVIRONMENTAL POLICIES OF KS&DL:
1. Is committed to preserve the natural environment in the production of its quality products
to the satisfaction of its customer.
2. Will comply with all statutory & regulatory requirements pertaining to environment
stipulated by both state & central authorities.
3. Would invite & implement action to reduce all impacts that are likely to be a source of
concern to the environment.
4. Would strive & set an example in protection & promotion of an eco-friendly environment.
5. Is committed to prevent & minimize risks to the environment & conserve natural
resources by waging a war against wastes.
6. Will motivate every employee of the company in preserving the environment by
providing appropriate training.
7. Will make available a copy of environment policy, under environment Management
system on a written request to its manager (Environment & Policy)

VISSION:
• Keeping pace with globalization, global trends & the State’s policy for using
technology in every aspect of governance.
• Ensuring global presence of Mysore Sandal products while leveraging its unique
strengths to take advantage of the current Tech scenario by intelligent & selective
diversification.
• Secure all assistance & prime status from Government India all Tech alliances.
Further, ensure Karnataka’s pre-eminent status as a proponent & provider of Tech
services to the world, nation, & private sectors.
MISSION:
• To serve the National economy.
• To attain self-reliance.
• To promote purity & quality products
• To maintain the Brand loyalty of its customers.
• To build upon the reputation of Mysore sandal soap based on pure sandal oil.

OBJECTIVES OF KSDL:
• To serve the National economy.
• To attain self-reliance.
• To promote purity & quality products
• To maintain the Brand loyalty of its customers.
• To build upon the reputation of Mysore sandal soap based on pure sandal oil.

ORGANISATION STRUCTURE

I. BASIS OF DEPARTMENTATION
KS&DL is a manufacturing concern of moderately large size. We can see here
functions wise departmentation. It facilitates effective utilization of manpower and resources
and it is a simple, economical and reasonable organization pattern.

II. LEVELS OF ORGANISATION
The organization of KS&DL consists of 4 levels, they are
 TOP LEVEL consisting of BOD’s and M.D
 SECOND LEVEL consisting of Directors of Finance and Special officers
 THIRD LEVEL consisting of senior managers, deputy managers and officers.
 FOURTH LEVEL consisting of clerks, Assistants and Attendees.

III.ORGANIZATION CHART OF KS&DL
KS&DL is Functional type of organization. Under this type of organization men
with special abilities in a specialized function are employed. The hierarchy is represented as
follows.

ORGANISATION CHART:
EXECUTIVE DIRECTOR
(MARKETING)
DY. GEN MGR
(MTLS & Strs)
DY. GEN MGR
(FTD)
MGR
(MD’s Office)
MGR
(MIS)
CS
AGM
(R & D)
GEN. MANAGER
(FINANCE)
MANAGING DIRECTOR

GEN. MANAGER
(R&D/P&M)
AGM
(HRD)

Obj100

FUNCTIONAL DEPARTMENTS OF KS&DL
1. Human Recourse Department. (HRD).
2. Production & Maintenance Department.( P & M )
3. Marketing Department. ( MKTG )
4. Finance A/c & Audit Department.(Finance)
5. Material & Stores Department (MTLS & Strs).
6. Research & Development (R & D).
7. Foreign Trade (FTD).
8. Quality Control Department.
9. Welfare Department.

1. HUMAN RESOURSE DEPARTMENT:
Luther Gulick highlighted “POSDCORB” which stands for planning organizing,
staffing, Directing, Coordinating, Reporting & Budgeting is the part of personnel
management.
H R D performs lot of function in KSDL.
1. Recruitment
2. Implementing.
3. Training
4. Cordial relationship of Industry
5. Disciplinary matters
6. Performance appraisal
7. Employee safety etc

2. PRODUCTION DEPARTMENT:
KSDL has 3 main production plants:
i. Fatty Acid Plant
ii. Soap Plant
iii. Detergent Plant
Fatty Acid Plant:
The basic raw materials, Oil & fats undergo the splitting & refining process
including hydrogenation at the fatty acid plant. It is also obtained & used for soap
making. The plant has a capacity to process 10,000mt of oils 1 fat.
Soap Plant:
The soap plant is one of the largest production plants in the country with an installed
capacity of 26,000 tons per annum.
KSDL’s soap plant has its uniqueness that it has the capacity to process as many as ten
different varieties of soap simultaneously. The sophisticated plant from Italy has a wholly
integrated straight line facility that links up process sequence for higher productivity.
It is a stream line flow through right from raw material preparation to wrapping stage
the line collation with the built in facility for continuous fat bleaching & saponification. The
finishing touches are given by high tech universal wrapping machine. This high speed auto
wrapper has the capability to handle soaps of virtually all size & shape.
Detergent Plant:

It has installed capacity of 10,000 tons per annum. To produce spray dried, powder & a
syntax plant for detergent cakes & bars. It produces industrial detergent which is used in the
formulation of wet table pesticide powders for crop protection.

3. MARKETING DEPARTMENT:

The company main products are soaps & detergents which are sold in different parts

of India. There are depots at various places of the country which are controlled by seven

branches. The role of each branch is to ensure that sales activities coming under their control.

ORG: Operational Research Group report main source of marketing research private agency

which study the competitors consumer demand, market etc that generates the report.

Branch Depots

1. Bangalore Hubli, Raichur
2. Chennai Chennai, Salem, Madurai, Cochin
3. Hydrabad Hyderabad, Vijayawade, Ananchapur
4. Mumbai Bhiwandi, Ahmedabad, Pune
5. Calcutta Cuttack, Patna, Gauhati
6. Delhi Delhi, Jaipur, Jullundur
Marketing Department Chart Executive Director
(Marketing)
Dy Gen Manager
(Marketing – HO)
AGM
(MKTG)
AGM
(CFGS)
Heads of
Branches
MGR
(LEGAL)
MGR
(MRIS)

Channel of Distribution:

KSDL manufactures their products i.e. soaps & detergents. after this sent to various
distribution points through agents. The stockiest sells to various retailers hence it reaches to
the consumers.
Manufacture (KSDL)

Agents

Stockiest (Wholesalers)

Retailer

Consumers

As the company markets their products, it ensures that there is proper description
of their product & its distinct features. so that the consumer can be position to understand its
components.

Exports:
KSDL export their products to different parts of world they are:
Australia Italy Sri lanka
Berlin Kenya USA
Canada Malaysia Japan
Czechoslovakia Saudi Arabia UK
France Singapore Taiwan
Germany Africa Holland

Functions of Marketing Department:

1. Marketing Mix : it is the policy adopted by the manufactures to get success in the
field of marketing
2. Product Policy: It includes both the turns of development & improvement produced
and existing products. This all totally done by KSDL both marketing & R & D
department.
3. Distribution Policy: The manufactured product of KSDL is supplier to the factory
depots. There are various depot in various states & stored there.
4. Sales & Promotion: The drawback is poor advertising & sales promotion.
5. Packing: Uses different materials for different products, card board boxes synthetic
covers.
6. Market Share: The KSDL production strategy is more expensive when compared to
other product. At present co, holding market share of 18% in south India & 8%
throughout India basis for premium soaps.

4. FINANCE, ACCOUNTS, AUDITING DEPARTMENTS

FINANCE:
It is the life blood of every organization. It is concerned with managerial decision
making. This department is concerned with proper utilization of cash. It identifies the source
of finance where to borrow i.e. ICICI, IRBI, IDBI, Corporation bank etc.
It has abundant of function which can be enumerated as follows:
• Effective funds management which is inverted in beneficial projects.
• Decision making regarding fixing of cash account.
• Obtaining trade credit.
• Profit Maximization.
• Wealth Maximization.
• Preparation of cash budgets.
• Systematic approach to working capital management.

• Pricing of raw materials & valuation of stores.
• To protect financial interest of the company.

AUDIT DEPARTMENT:
KSDL audit wing is headed by internal auditor. Auditing is vital for the company as
it facilitates verifying of all the books of a/c by trial balance, it also comply with
requirements for central excise & income tax purposes.
After the Auditor’s monitor everything they give report which is helpful to the
company.
COSTING:
When a company does costing it ensures proper fixation of selling price of the
product, cost control it also help in taking decision.
KSDL use process costing as the production mechanism is systematic it involves
addition of a lot of ingredient in the manufacturing.

5. MATERIAL DEPARTMENT:
Materials are obtained at right time, right quality at right place from right source &at
right cost which leads smooth flow of production.
• It has been divided into 5 sections:
• Oil & fats section
• Perfumery & aromatically section
• Packing materials section
• Chemical section
• Miscellaneous & Engineering stores section

Objectives:
• Maintaining continuity of flow of materials
• Effective control of inventories
• Coordination

• Growth of the organization
• Maintaining ethical organization

6. RESEARCH DEVELOPMENT & QUALITY CONTROL:
KSDL its full fledged quality control & R&D single mindedly pursue quality
enhancement. Both departments are headed by highly qualified professionals, committed to
developing products that keep place with customers changing needs & perceptive.

When doing Research they have a target which they get benefits & it enables the
company to forecast the future.

Aim:
1. Product process development.
2. Product process improvement.
3. Cost reduction
4. Alternative raw materials
5. Slow moving & non moving inventory reduction
6. Technical advice to the management.

Quality plays a very important role in KSDL majority of the products are consumer
goods. So it must satisfy the consumer expectation.
i. KSDL as 2QC division
ii. Raw material QC division
iii. Production QC division
Objective:
1. To maintain customer satisfaction at optimum level.
2. To retain perfumery content throughout it uses.
3. To maintain standard weight, size &finishing.
4. To improve the existing production
5. To adopt new methods of product development
6. To provide technical support for marketing department
7. To make improvement in the process of production
8. To administer & maintain technical library

7. STORES DEPARTMENT:
KS&DL has well- managed stores department for each of the three divisions viz, soaps,
detergent & fatty acid division in the factory, there are separate miscellaneous stores
department for raw material, finished goods and tools.
Objectives;
• Assuring the availability of raw material at right quantity.
• Maintenance of adequate, but not excessive storage of materials at all time.
• Maintenance of economical and uninterrupted flow of production activities
and finally to ensure minimum blockage.
• Achieving maximum efficiency in production and sales with least investment
in inventory.
Types of stores:
• Perfumery stores
• Chemical stores.
• Packing material stores.
• Oil & Fats Stores.
• Finished goods stores.

In KSDL there are about 8 stores namely:
1. Packing Materials
2. Engineering Goods
3. Perfumery Stores
4. Oil & Fats Stores
5. Detergent finished goods stores
6. Fuel & Serviceable stores
These stores play a great role in maintaining of required stock. It also facilitates
maintenance of suitable store organization structure. It monitors the procedures of the receipt.
Materials are issued on the basis of FIFO.

8. WELFARE DEPARTMENT:
KSDL welfare department can be classified into 3 sections namely,
a) Statutory

b) voluntary
c) Non statutory
a) Statutory :
KSDL welfare association is based on employees contributions, interest carved.
• Canteen facility
• First aid
• Provident Fund
b) Voluntary benefit :
• workers education class conducted by the central board
• Inspection of fittings
• Dust nuisance
• Toxic gas nuisance
c) Mutual :
• Employees get 2 pair of uniform & a pair of shoes for every year.
• Cultural Recreations, Leave facilities.
• Employees Co-operative society which give loan on credit
• Employees house building society

9. MAINTENANCE DEPARTMENT:
Effective maintenance is the goal of the company. The areas of maintenance are:
• Mechanical Maintenance
• Electrical Maintenance
• Civil Maintenance

Proper maintenance results to:
• Reduction of overload
• Cost Reduction
• Greater Safety of equipment & workers
• Delivery schedule is maintained.
This department contributes also working progress of the company

PRODUCT PROFILE

KS&DL is the true inheritor of golden legacy of India. Continuing the tradition of
excellence for over eight decades, using only the best East Indian grade Sandalwood oil &
Sandalwood soaps in the world. The products produced at KS&DL are the Soaps, Detergents,
Agarbathies and Sandalwood oil.

PRODUCT RANGE FROM THE HOUSE OF MYSORE SANDAL SOAP

a. Mysore Sandal Soap (75gm,125gm & 150gm)

b. Mysore Sandal Special Soap (75gm)

c. Mysore Sandal Baby Soap (75gm)

d. Three-In-One Gift Pack –(SJR) 3Tabs (150gm Each)

e. Mysore Sandal Gold Soap (125gm)

f. Mysore Rose Soap (100gm)

g. Six-In-One Gift Pack- 6Tabs (150gm Each)

h. Mysore Sandal Gold sixer 6 Tabs (125gm Each)

i. Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)

j. Mysore Sandal Classic Soap (75gm)

k. Mysore Sandal Herbal Care (75gm)

DETERGENTS:

KS&DL also manufactures high quality detergents applying the latest spray drying
technology with well balanced formulation of active matters & other builders; they provide
the ultimate washing powder.
1. Sansor Detergent Powder (1kg/2kg)
2. Mysore Detergent Powder (1kg/500gms)
3. Mysore Detergent bar (250gms)
4. Mysore Detergent Cake (125gms/250gms)

AGARBATHIS:

1. Mysore Sandal premium 8. Mysore sandal
2. Mysore Rose 9. Nagachampa
3. Suprabath 10.Mysore Jasmine
4. Parijata 11.Bodhisattva

5. Venkateshwar 12.Durga
6. Ayyappa 13.Alif Laila
7. Chandhana

SANDALWOOD OIL:
In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing.

POWDERS:
1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm, 60gm,
300gm and 1kg.
2. Mysore Sandal Baby Powder: Tender loving care for baby…& Mummy. Net wt 100-
400gms.

NEW PRODUCTS LAUNCHED:
1. Wave Turmeric Soap.
2. Wave Hand Wash Liquid Soap.

3. Herbal Care Liquid Soap.
4. Agarbathies – Mysore Sandal 3 – in – 1.

INTRODUCTION TO TOPIC

Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.
The American marketing association offers the following definition; “marketing is the
process of planning and executing the conception pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
goods.”

Importance of marketing:
Marketing is recognized as the most significant activity in our society, marketing is all
around us. Our delivery existence, our entire economic life our life style are continuously
affected by a wide range of marketing activities.
• Marketing is a connecting link between the consumer and the producer marketing
process brings new & new items to retail shops from where the consumer can have them.

• Marketing has achieved social importance because it is entrusted with the task of
creation & delivery of standard of living of society.
• Marketing facilitates the development of business of creates employment
opportunities for people.
• Marketing studies continuously consumer demand which is varied and dynamic.
• Marketing removes the imbalances of supply by transferring the surplus to deficit
areas, through better transfer facilities.
• Marketing include all activities in the creation of utilities from places time and
possession.

Consumer Behaviour:
Consumer behaviour is defined as all psychological social and physical behaviour of
potential customers as they become aware of evaluate, purchase, consumer and tell other
about products and services each element of this definition is important.

• Buyer behaviour involves both individual (psychological) processes & group (social)
process.
• Consumer behavior is reflected from awareness right through post purchases.
• Consumer behavior includes communication purchasing and consumption behavior.

Importance of consumer behaviour:
• The importance of studying consumer behavior is routed deeply in the modern
concept through studying the consumer behavior business can help consumer solve their
consumption problems by understanding them and trying to analysis the buying process and
factors influencing it.

• The Emerging buyer movement necessitates market to understanding buyer behavior,
their needs aspirations. Expectations and problems it will be useful in exploiting marketing
opportunities and meeting challenges of the markets.

• The marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through the

distribution channel convenient to him with the right type of promotion to do this a study of
buyer behavior is necessary.

Scope of consumer behaviour:
The study of the consumer behavior is the study of how individuals make decision to
spend their available resources on the consumption related items. It includes the study of
what they buy why they buy it and how after they buy it.

Need For Consumer Behaviour Study:
Each individual has a different reason and motivating factors in his or her choice of
tubes the consumer may commit his resources on a particular brand of tubes for reasons of
economy. His decision encompasses various repurchased actual purchase and post purchase.

Factors Influencing Consumer Behaviour:
The major factors influencing a consumers buying behavior are:-
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors

1. Cultural Factors;
Cultural factors have the deepest influence on consumer behavior.
Cultural:
Is the most fundamental determinant of all people’s wants and behavior the growing
child acquires all sets of value, perception. Preferences and behavior through his or her
family and other key institution. It includes value of achievement, success, activity efficiency
freedom and progress material comfort.

Sub culture:

Each culture consists of smaller sub culture that provides more specific identification
and specialization for their members. Sub culture includes nationality, religion, races,
geographical area and social group.

Social Class:
Social class is relatively homogeneous and society is divided hierarchically. All human
societies’ exhibit social satisfaction, stratification sometimes takes from of a caste system
where the members of difference castes are record for creation roles and cannot change their
caste membership.

2. Social Factor;
Reference group:
A person’s reference group that which have a direct or indirect influence on the person’s
attitude or behavior there are different types of group they are:-
• Membership group are those group which have direct influence on the group.
• Aspiration group are those group where people like to become a member of that
group.
• Dissociate group are those group where people do not like to become the member of
that group.
• Family is the most important consumer buying organization in the society and it has
been researched extensively. Family constitutes a primary reference group.

Roles and states:
Roles:
A person participates in many groups’ family, clubs and organization and this
participation in each group can be defined in terms of roles.
Status:
It is the esteem or respects given by the society to the society to the role of individual
marketers are aware of the status symbol potential of product and brand.
3. Personal Factors:
(1) Age:

People by different goods and services over a life time. Infant consumes baby foods,
young adults may have variety food and old age people consume special diet food in the later
years.

(2) Family life cycle:
Consumption is shaped by family life cycle there are 9 stages of family life cycle
depending on financial institution and product interest.

(3) Occupation and Economic Circumstances:
Occupation:-
It also influences a person’s consumption pattern. A blue collared worker will
buy work cloths. Shoes lunch box etc. A company president wills expensive suits, air travel
and country club membership. Marketers will have to identify which occupational group will
be interested in their products and work out marketing strategies to communicate about their
product and services.
Economic Circumstances:
Product choice is affected by economic circumstances marketers are concerned about the
level of spend able income. Savings and assets, debts borrowing power and attitudes towards
spending v/s saving.
Life Style:
It is the people’s pattern of living and it can be understand by referring to AIO (Activity
interest & Opinion)
Life style of a person conveys more than the person’s social class or personality. An
understanding of a person’s life style will help in giving a profile of whole person’s pattern of
living and interacting with the world.

Personality and Self Concept:
Personality:
Is usually described in terms of such traits as self confidence. Sociality, defensiveness,
dominance and adoptability.

Self – Concept:
It can be defined as complex mental pictures of us. Self concept consists of mainly three
divisions namely.

Actual self – concept – What you think of yourself
Ideal self – Concept – What you want others to think about yourself
Other self – concept – What others actually think about you?

(4) Psychological Factor:

Motivation:
It can be said to be the inner drive that is sufficiently pressing and direct the person to
seek the satisfaction of the need satisfaction of the need reduces the felt tension.

Perception:
It is a process by which an individual selects organizes and interprets information
inputs to create a meaningful picture of the world.
Perception depends not only on the physical stimuli but also on the stimuli’s relation
to the surrounding field and on condition within the individual.

Belief and attitude:

Belief:
A belief is a thought that a person holds about something. People act based on their
belief these beliefs help in building up product and brand image.
Attitude:
An attitude can be said as persons enduring favorable or unfavorable cognitive
evaluation, emotional feeling & action tendencies towards some object or idea.

The Consumer Buying Decision Process

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post purchase behaviour

Need Recognition:
In this stage first the buyer would recognize the need for a product, which will satisfy
particular desire than they would think about his position. He sets the product and his
position without that product usually by external or internal stimulus.

Information search:
Once the consumer recognize the need he may or may not search for more
information if the need is so intense, the consumer would get should of the particular
products which world satisfy the need where as is not so intense, then he simple store the
need in his money.
Evaluation of alternatives:
In this stage buyer has information about different brand of some production in this
process of evaluation.

First:
The consumers see a bundle of attributes in a product then he would pay maximum to
these attributes that are connected with his needs.
Second:
He would assign weight or importance to each one of the attributes.
Third:

The consumer develops a set of brand belief where each brands stands on each
attributes. This may either buy comparing with actual product attributes.

Fourthly and fifthly buyer:
Arises at judgment or preference towards the brand alternatives using same evaluation
procedure.

Purchase decision:
Based on evaluation stage the consumer will rank the product of his preference he will
then from purchase intention usually he will buy the most preferred product among the
several alternatives. Purchase decision is also influenced after considering risks cost
involved, that amount of uncertainly about the product attributes etc.

Post purchase decisions: - After purchasing the product the consumer may either he
satisfied with the product or dissatisfied. This depends on the relation and the products
perceived consumers. If the product matches with the consumers he is highly satisfied the
consumers expectation is mostly based on the information he received from the producers
and so any exaggeration by the later will mean the consumer will be dissatisfied about the
product after the purchase of course.

RESEARCH DESIGN

TITLE OF THE STUDY;

“CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAPS”
It draws together concepts, principles, customs needs and preferences of customers.

STATEMENT OF THE PROBLEM;

In the light of liberalization, competition has increased for all consumer products. To
with stand competition it is important to understand the behavior of the consumer and satisfy

the target customers needs and wants. In this background the study explores the buying
behavior, attitudes, and purchase decision and satisfaction level of consumers towards
Mysore Sandal Soaps.

OBJECTIVES OF THE STUDY
The important objectives of the study are as follows:
• To study the purchase cycle of Mysore sandal soaps.
• To understand how consumers actually make buying decisions.
• To know the satisfaction level of consumer towards Mysore sandal soaps.

SCOPE OF THE STUDY
The scope of the study is undertaken for KSDL, in order to find out the ‘consumer
behaviour towards Mysore Sandal Soaps’. The scope of the study involves only for 100
respondents the time frame for study is only 2 months.
Geographical Coverage:
No work can be undertaken without the co-operation of respondents who were interviewed
from which data was collected through questionnaire. Therefore respondents play a very
important role in this type study. The study was conducted in Bangalore city. By areas from
which data was collected and respondents approaches are mainly in:
Yeshawanthapur, Rajajinagar, Malleshwaram, Mahalakshimi layout, Nandini layout
JP Nagar and Gandhi nagar.

LIMITATION OF THE STUDY

1. Limited number of respondents i.e. 300
2. Survey is confined for a period of two months.

METHODOLOGY OF THE STUDY
The following are the sources of data for the study:
a) Primary Sources
b) Secondary Sources

a) Primary Sources: The original sources from which the researcher directly
collects data that have not been previously collected. The first hand information
collected through various methods is explained as under:

Personal interviews
Questionnaire
Interview Method: Officers of the marketing department and other department
concerned with the promotion activities of the organization were interviewed to obtain
first hand information.
Questionnaire Method: This questionnaire consists of question for consumers which
included multiple choice questions, in order to get first hand information directly from
the end users.

b) Secondary Sources: Refers to the existing available sources of information such
as:

 Documents of the departments concerned

 Reference books

 Internet

Research approach:
This includes the approaches or the ways undertaken to collect the primary data. Here
the approach was made through survey research, this helped to learn about customer’s
knowledge, beliefs, preferences in buying decision.
Research Instrument:
The following is the instrument with the help of which the data is collected:
In this regard, the data was collected through Questionnaire.
Hypothesis

Testing of hypothesis deals with the verification of validity of the presumptions
regarding the parameters of the population using samples drawn from the population.

“A statistical hypothesis is an assertion regarding the statistical distribution of the
population. It is a statement regarding the parameters of the population. “

There are two hypotheses
Null hypothesis
The hypothesis, which is being tested for the possible rejection, is called null
hypothesis. It is denoted by H0.
(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.

Alternative hypothesis
The hypothesis, which is accepted when the null hypothesis is rejected, is called as the
alternative hypothesis. It is denoted by H1
(H1) : More than 70% people feel that quality of Mysore sandal is good.

Statistical tool:
The statistical tool used for measuring & analyzing data is survey analysis. And it is
analyzed by using pie chart, bar chart and hypothesis test.

Sampling plan:
 Sampling Unit:
Here the sampling units are mainly the final consumers.

 Sample Size:
The sample size was 300 respondents.

 Sampling procedure/ method:
The sampling method used was “Convenient Probability Sampling”

DATA ANALYSIS AND INTERPRETATION

3. Gender : Male: Female:

Cumulative
Frequency Percent Valid Percent Percent

Valid Male 142 47.3 47.3 47.3

Female 158 52.7 52.7 100.0

Total 300 100.0 100.0

Interpretation:

The above table shows that 47% of the consumers are Male and 53% of the
consumers Female. it is clear that the female consumers are more than the male consumers.
Hence female buyers are more.

4. Marital Status : Married: Unmarried:

Cumulative

Valid Married 103 34.3 34.3 34.3

Unmarried 197 65.7 65.7 100.0

Total 300 100.0 100.0

Interpretation:

The above table shows that 34% of the consumers are married and 66% of the
consumers are unmarried. So it is clear that the Unmarried consumers are more than the
married consumers.

5. Occupation : a) Employee b) Professional

c) Business d) Others

Occupation

Cumulative

Valid Employee 91 30.3 30.3 30.3

Professional 47 15.7 15.7 46.0

Business 53 17.7 17.7 63.7

Others 109 36.3 36.3 100.0

Total 300 100.0 100.0

Interpretation:
From the table it is clear that 30% consumers are Employee, 16% of the consumers
are Professional, 18% Business. And 36% of the consumers are others. Majority of the
consumers are others.

6. Age group
a) Below 20 years b) 20-30 years

c) 30-40 years d) 40-50 years

e) Above 50 years

Cumulative

Valid Below 20 years 26 8.7 8.7 8.7

20-30 years 132 44.0 44.0 52.7

30-40 years 53 17.7 17.7 70.3

40-50 years 42 14.0 14.0 84.3

Above 50 years 47 15.7 15.7 100.0

Total 300 100.0 100.0

Interpretation:
The Above Table Shows That 9% Of The consumers Are From Age Group Of Below
20 Years, 44% Are From Age Group Of 20-30 Years, 18% From Age Group Of 30-40 years,
14% From Age Group Of 40-50 years and 16% From Age Group Of above 50 years and it
can be inferred that majority of the consumers belong to the age group of 20-30 years.
5. Monthly Income :

a) Less than 10,000 b) 10,000 – 15,000

c) 15,000 – 20,000 d) 25,000 & above

Cumulative

Valid Less than 10,000 107 35.7 35.7 35.7

10,000-15,000 58 19.3 19.3 55.0

15,000-20,000 87 29.0 29.0 84.0

25,000 & above 48 16.0 16.0 100.0

Total 300 100.0 100.0

Interpretation:
The above table shows that 36% of the consumers are belonging to the income group
Less than 10,000/- per month,19% of the people are 10,000–15,000, 29% of the consumers
are belonging to the income group 15,000-20,000 and 16% of the consumers are 25,000/- and
above income group. it is clear that a larger number of consumers belonged to the income
group less than10000 and 15000 to 20000.

6. Number of Family members:

a) 1 – 2 b) 3 – 4

c) 5 – 6 d) 7 & above

Cumulative

Valid 1-2 63 21.0 21.0 21.0

3-4 153 51.0 51.0 72.0

5-6 59 19.7 19.7 91.7

7 & above 25 8.3 8.3 100.0

Total 300 100.0 100.0

Interpretation:
The 21% of the consumers are 1-2 members in family, 51% of the consumers are
belonging to 3-4 members in family, 20% of the consumers are 5-6 members in family and
finally 9% of the consumers are 7 and above members in family. the table is showing that
majority of the consumers have 1-2 and 3-4 members in family.

7. How often do you buy bath soaps?

a) Once in 15 days b) Once in a month

c) Once in 2 months

Cumulative

Valid Once in 15 days 137 45.7 45.7 45.7

Once in a month 109 36.3 36.3 82.0

Once in 2 months 54 18.0 18.0 100.0

Total 300 100.0 100.0

Interpretation:
The table shows that 46% of consumers buy bath soap once in 15 days, 36% of
consumers buy once in a month and 18% of consumers buy once in a 2 months. from The
Analysis of table it is clear that Most consumers Buy once in 15 days & once in a Month.

8. Which kind of soap do you generally use?

a) Chemical b) Herbal/Ayurvedic

c) Others (please Specify)

Cumulative

Valid Chemical 89 29.7 29.7 29.7

Herbal/Ayurvedic 163 54.3 54.3 84.0

Others 48 16.0 16.0 100.0

Total 300 100.0 100.0

Interpretation:
30% of the consumers are used chemical kind of soap and 54% of the consumers are
used Herbal/Ayurvedic kind of soap and 16% of the consumers are used other kind of soap
like Lux, Dove etc. From The Analysis of table it is clear that Most consumers are using the
chemical and Herbal/Ayurvedic kind of soap.

9. Do you use Mysore Sandal Soap?

a) Yes b) No

Cumulative

Valid Yes 253 84.3 84.3 84.3

No 47 15.7 15.7 100.0

Total 300 100.0 100.0

Interpretation:
The above table shows that 84% of the consumers are using Mysore Sandal Soap and
16% of the consumers are not using Mysore Sandal Soap. From the table it is clear that the
84% consumers are more using. Hence Mysore Sandal Soap buyers are more.

10. If no, have you ever used Mysore Sandal Soap?

a) Yes b) No

Cumulative

Valid Yes 38 80.9 80.9 80.9

No 9 19.1 19.1 100.0

Total 47 100.0 100.0

Interpretation:
The above table shows that 81% of the consumers have previously used Mysore
Sandal Soap and only 19% of the consumers did not used Mysore Sandal Soap.

11. How many people in your family are using Mysore Sandal Soap?

a) 1 – 2 b) 3 – 4

c) 5 – 6 d) More than 6

Cumulative

Valid 1-2 96 37.9 37.9 37.9

3-4 107 42.3 42.3 80.2

5-6 33 13.0 13.0 93.3

More than 6 17 6.7 6.7 100.0

Total 253 100.0 100.0

Interpretation:
In case of 38% consumers up to 1-2 members in their family use Mysore sandal soap,
42% consumers up to 3-4 members in the family use Mysore sandal soap, In case of 13%
consumers like 5-6 members & 7% consumers more than 6 members use Mysore sandal
soap. In majority of case up to1-2 members and 3-4 members are using Mysore sandal soap.

12. State the reasons for using Mysore Sandal Soap?

a) Quality b) Goodness of Sandal Oil

c) Package d) Fragrance

e) Brand Image

Cumulative

Valid Quality 103 40.7 40.7 40.7

Goodness of sandal oil 94 37.2 37.2 77.9

Package 12 4.7 4.7 82.6

Fragrance 23 9.1 9.1 91.7

Brand Image 21 8.3 8.3 100.0

Total 253 100.0 100.0

Interpretation:
41% of the consumers buy for Quality of the product, 37% Goodness of sandal oil, 9% of
the consumers buy for Fragrance and 8% and 5% of the consumers buy for Brand &
Packaging of the product. Here majority of consumers are using Mysore Sandal soap because
goodness of sandal oil and quality of the product.

13. What is your opinion regarding the price of Mysore Sandal Soap?

a) Low b) Reasonable

c) High d) Very High

Cumulative

Valid Low 17 6.7 6.7 6.7

Reasonable 123 48.6 48.6 55.3

High 89 35.2 35.2 90.5

Very High 24 9.5 9.5 100.0

Total 253 100.0 100.0

Interpretation:
7% of consumers feel that price of Mysore sandal soap is low. 49% of consumers feel
it is reasonable. While 36% of the consumers feel that the price is high and 10% feel it is very
high. It can be inferred that the price of Mysore sandal soap is felt reasonable by a majority
consumers.

14. How do you rate the quality of Mysore Sandal Soap?

a) Excellent b) Good

c) Satisfactory d) Poor

Cumulative

Valid Excellent 94 37.2 37.2 37.2

Good 102 40.3 40.3 77.5

Satisfactory 54 21.3 21.3 98.8

Poor 3 1.2 1.2 100.0

Total 253 100.0 100.0

Interpretation:
37% of consumers say that the quality of Mysore sandal soap is excellent, and 40% of
consumers feel the quality good, 21% of consumers feel the quality is satisfactory and 1%
consumer say that the quality is poor. From the analysis of table it is clear that the majority of
consumers are excellent and good with quality.

15. Who influenced you to purchase Mysore Sandal Soap?

a) Friends/Family b) Shop keeper

c) Advertising / publicity d) others (please specify)

Cumulative

Valid Family/Friends 158 62.5 62.5 62.5

Shop keeper 3 1.2 1.2 63.6

Advertising/Publicity 74 29.2 29.2 92.9

Others 18 7.1 7.1 100.0

Total 253 100.0 100.0

Interpretation:
From the above table it is clear that 63% of the consumers are influenced by
Family/Friends, 1% consumers influenced by shop keeper, 29% of the consumers are
influenced by Advertising/Publicity and 7% of the consumers are influenced by others. The
majority of the consumers are influenced by Friends/Family and Advertising/Publicity also as
a leading role in influencing consumers.

16. Where do you prefer to buy Mysore Sandal Soap?

a) Retailer b) Super market

c) Factory outlet d) others (please specify)

Cumulative

Valid Retailer 113 44.7 44.7 44.7

Super market 43 17.0 17.0 61.7

Factory outlet 78 30.8 30.8 92.5

Others 19 7.5 7.5 100.0

Total 253 100.0 100.0

Interpretation:

45% of the consumers are buy the product in retailer shop, 17% of consumers are buy
the product in super market and 31% of consumers and buy the product in factory outlet. And
8% of consumers are buying the product from others. Like big bazaar etc. The majority
consumers buy the product in Retailer shop and there are also consumers preferring to buy
from Factory outlet.

TESTING OF HYPOTHESES




(H1) : More than 70% people feel that quality of Mysore sandal is good.
(Ho) : Less than or equal to 70% people feel that the quality of Mysore sandal is not good.

Determination of Standard error of proportion
P = Proportion stated in Ho =0.7
n = sample size=253

= P1-Pn-1

= 0.71-0.7253-1

= 0.028

Testing At 5% level of significance

Critical Value = P+Z∝=0.05 * σp

= 0.7+ (1.96)*0.028
= 0.754

Test Statistics(p) = 196
253
= 0.774

Graph:

Interpretation:
Since Test Statistics p=0.774 is greater than critical value 0.754, & test statistics falls
in rejection region, hence we do not accept H0
Therefore we accept H1 i.e. more than 70% people feel that quality of Mysore Sandal
Soap is good.

FINDINGS

1. 46% of consumers buy bath soap once in 15 days, 36% of consumers buy once in
a month and 18% of consumers buy once in a 2 months.
2. 38% and 42% of the consumers using Mysore sandal soap belongs to family
having to 1-2 members and 3-4 members in their family respectively.
3. 41% and 37% of the consumers buy for Quality & Goodness of sandalwood oil
of the product.
4. 49% of the consumers feel that product is priced at reasonable rate but 36% of
the consumers feel that the price is high.
5. 37% of consumers say that the quality of Mysore sandal soap is excellent, and
40% of consumers feel the quality good. from the hypothesis calculation it is
found that the test statistical value is(0.774) greater than critical value(0.754) &
test statistics falls in rejection region, hence we do not accept H0
6. 63% of the consumers are influenced by Family/Friends, 29% of the consumers
are influenced by Advertising/Publicity.
7. 45% of the consumers are buy the product in retailer shop and 17% of consumers
are buy the product in super market and 31% of consumers and buy the product
in factory outlet.

SUGGESTIONS
1. The company should motivate its present consumers to increase the usage rate of the
soap through effective advertisements.
2. The company should develop effective marketing strategies to create awareness in
untapped market.
3. The company should reduce the price in respect of their rival who keeps the prices as
competitive as possible.
4. The soap should be making available to all the purchase points wherever the
consumer can buy the product.
5. KSDL should promote their factory outlets.
6. Most of the consumers belong to the age group of 20 – 30, so there is a need to
concentrate on the other customers who belong to other age group.

CONCLUSION

It can be concluded that the various influencing factors responsible for the purchase of
the Mysore Sandal Soaps are, family/friends, advertising & others. It can also be concluded
that the consumers have chosen Mysore Sandal Soaps and keeping in the mind the goodness
of sandal oil, brand name and also the company’s image. Most of the consumers are satisfied
with quality and also there is a delight to the customers to suggest their product to others.

The study has also helped me to gain good amount of knowledge and has also exposed
me to the industrial environment.

BIBLIOGRAPHY

1. Marketing management : Philip Kotler.

2. Consumer behavior : Leon G. Sahiffman and &

Lesiz Lazer Kanuk

3. Marketing Research : Donald S. Tull

Del I. Hawkins

• Website : www.ksdl.com

ANNEXURE

QUESTIONNAIRE

Dear Sir/ Madam,

I am Mr.Vinayak N Patil, a student pursuing M.B.A. from KLS’s Institute of
Management Education & Research, Belgaum. I am carrying on a project titled
“Consumer Behavior towards Mysore Sandal Soap” with K.S.D.L hence I request your
kind co-operation in this regard. Please spare your precious time & give your valuable
opinion to improve the product/services.

PERSONAL DETAILS

Name : __________________________________________

Address : __________________________________________

__________________________________________

Phone No. :

1. Gender : Male: Female:

2. Marital Status : Married: Unmarried:

3. Occupation : a) Employee b) Professional
c) Business d) Others
4. Age group :
a) Below 20 years b) 20-30 years
c) 30-40 years d) 40-50 years
e) Above 50 years
5. Monthly Income :
a) Less than 10,000 b) 10,000 – 15,000
c) 15,000 – 20,000 d) 25,000 & above
6. Number of Family members:
a) 1 – 2 b) 3 – 4
c) 5 – 6 d) 7 & above
ABOUT THE SOAP

7. How often do you buy bath soaps?

a) Once in 15 days b) Once in a month
c) Once in 2 months

8. Which kind of soap do you generally use?
a) Chemical b) Herbal/Ayurvedic
c) Others (please Specify)

9. Do you use Mysore Sandal Soap?
a) Yes b) No
If yes, please go to question no. 13
10. If no, have you ever used Mysore Sandal Soap?
a) Yes b) No

11. If yes, why do not prefer to use it on regular basis?
________________________________________________________________________
__

________________________________________________________________________
__

12. If no, are there any specific reason for not trying Mysore Sandal Soap?
_______________________________________________________________________
__

_______________________________________________________________________
__

13. How many people in your family are using Mysore Sandal Soap?
a) 1 – 2 b) 3 – 4
c) 5 – 6 d) More than 6

14. State the reasons for using Mysore Sandal Soap?
a) Quality b) Goodness of Sandal Oil
c) Fragrance d) Brand Image

e) Package

15. What is your opinion regarding the price of Mysore Sandal Soap?
a) Low b) Reasonable
c) High d) Very High


17. Who influenced you to purchase Mysore Sandal Soap?
a) Friends/Family b) Shop keeper
c) Advertising / publicity d) others (please specify)

18. Where do you prefer to buy Mysore Sandal Soap?

a) Retailer b) Super market
c) Factory outlet d) others (please specify)

THANK YOU FOR YOUR VALUABLE TIME & CO-OPERATION

Consumer behaviour towards mysore sandal soap

More Related Content

What's hot

Viewers also liked

Similar to Consumer behaviour towards mysore sandal soap

Recently uploaded

Consumer behaviour towards mysore sandal soap