MEA Project

7/29/2019 MEA Project

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1.INTRODUCTION

1.1 Background

Indias deodorant and antiperspirant industry is part of the cosmetics and toiletries market,

which was worth about Rs 140 billion in 2002. The market grew at almost 6% in current

value terms over 2001. Sun care and deodorants posted the strongest growth during this

period. Marketing and educational initiatives by leading players such as Henkel SPIC and

Hindustan Lever assisted the growth in the deodorants market. Changes in consumer

behavior also fueled demand.

Consumers in the cosmetics and toiletries market are price-conscious. Hence, mass brands

dominate. But premium brands are also making their presence felt in niche segments

comprising the affluent and upwardly mobile sections of the population. Branding and

marketing are crucial issues for the industry. Brand recall is stronger for international brands,

which also command a much higher premium in price than local ones.

The Indian cosmetics and toiletries market is fragmented, with many manufacturers.

The leader, Hindustan Lever, with its large portfolio of brands and products, accounted for

approximately 41% of total value sales. The other major player such as Colgate-Palmolive,

Nirma, Godrej, Dabur India each had about an 8.5% value share. Newer companies like

Cavincare have also managed to garner a reasonable market share. Revlon, J L Morrison,

L'Oreal are some of the major multinationals in the industry. The players with a significant

presence in deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter

& Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc.

Axe is a brand of male grooming products, owned Hindustan Unilever Limited. Axe's lead

product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, and

anti-per spirants, aftershaves and shower gels.

Axe, the deodorant that is considered cool, fashionable and stylish by young men was

launched in India in 1999. Available in more than 60 countries around the world, it is a world

leader in male toiletries. Axe has a mix that is completely harmonized globally from itsproposition and communication to the product, as available on the shelf.


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Axe is available in 27 various fragrances: Instinct, Dark Temptation, Denim, Click, Touch,

Pulse, Dimension, and Summer etc. Axe has become the leading male deodorant brand in

India within just one year of its launch. Consumers associate a lifestyle of cool clubs, cool

music and cool fashion with Axe.

1.2 Problem statement

The project is concerned significantly to understand and know which factors have the impacts

of decision making toward purchasing of AXE deodorant. What it mean at present in men

aspect, taking into consideration the evolution of consumption and mentalities on another

side, and of mens orientation or preference for one or another sex. Marketing mixes

considerations suppose to have considerably the impact on mens purchasing decision

making.

Hence, the company has had to deep in details about the strategies of marketing to persuade

mens attention to its product. Those adjustments suppose to concern all the areas of the

marketing mix: product, promotion, place, price, and packaging including other related factor

influences on their masculinity and metro sexual perspectives.

1.3 Purpose of the study

The purpose of this project is to investigate mens attitude towards purchasing of AXE

deodorant, for instance; in the connection of self concept theory with the need for an

individual to be recognized by others, is it possible to be one element that motivates men to

take care themselves more by deodorant? And also to figure out which reasons and factors

have highly impacts of men customers before making decision to use the product or to buy

the product, such as price, advertising, press, store location, the effects from others as spouse,family, friend, celebrity endorsement, and so on.

Additionally, the factors influencing the purchase at the purchasing point, such as choices of

fragrances, packaging, product odor, promotion and etc, are studied whether it can affect to

decision making at that moment. To do so, the study can permit to understand more the

customers behaviors, market trends and purchasing evaluation in deodorant market of men

in India.


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1.3 Scope of the study

The scope of this project is limited to study on factors affecting by men perspective toward

their purchasing decision making of AXE deodorant in Indias market only instead of the

global market due to time limitation and points focusing. And in order to keep away from

the cultural differences that can be one factor to affect their purchasing decision making,

doing survey across multi-nationality is avoided in this study. Moreover there is more

convenient, accessible and directly to the point, in order to target the men who are living in

India, particularly in Warangal as the respondents for the questionnaire survey facilitating to

the geographically current residence.

The use or purchase of AXE deodorant is possibly not the same in every period of time

through the different generation of people. Nevertheless this aspect has not been realized

dramatically as highly-involved in the analysis of empirical result, the reasons are, firstly this

consideration could be too complicated, and then the most significance is to study mens

market in India as representative for the market, not just only the individual generation.

The Questionnaires had been distributed to 50 respondents during the end of November 2011

to the start of December 2011.

Furthermore it could be difficult to know whether they are the real answers given by people

in questionnaire without influenced by any external or internal factors. Nonetheless the data

would be analyzed following the finding and empirical results based on the questionnaires.


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2.LITERATURE REVIEW

2.1 Marketing mix of AXE deodorant

Product mix and line

A product mix (also called product assortment) is the set of all products and items that a

particular seller offers. A product mix consists of various product lines. A product line is a

group of products that are closely related, because they function in a similar manner, are sold

to the same customer groups, are marketed through the same types of outlets, or fall within

given price ranges.

Products:

Deodorant

Body spray

Invisible Solid Antiperspirant

In the following fragrances:

Touch

Dark Temptation

Summer

Click

Instinct

Pulse

Denim

Dimension

Product feature:

Axe Deodorant Body Spray for Men is a unique all-over bodyspray that combines a seductive

fragrance with effective deodorant protection. Use Axe anytime, smell great all the time.

Pricing

The prices of all the variants of axe are same. The all axe are in the same range, they just

have different fragrance and flavor.


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AXE Dark Temptation & AXE Dimension Rs. 259, net contain 150ml/96g

AXE Denim, AXE Click & AXE Pulse - Rs.-242, net contain 150ml/96g

Packaging

Packaging involves designing and producing the container or wrapper for a product.

The package may include the product's primary container a secondary package that is thrown

away when the product is about to be used and the shipping package necessary to store,

identify, and ship the product. The axe deodorant contain in stylish bottle. It is the primary

container of the Axe, there is no secondary package for the Axe deodorant.

Growing Use of packaging as marketing tool;

1. Consumer affluence: Consumers are now willing to pay a little more for convenience,

appearance and prestige of better packages.

2. Company & Brand Image: Instant Recognition

3. Innovation Opportunity

Printed information appearing on or with the package is also part of packaging. On the bottle

of the axe there is really stylish printing, stylish cap, written all the information about the axe

deodorant, there net volume, price, manufacture date and there variant.

Promotional strategies

Mass communication can be utilized through the use of free to air television, radio,

newspapers and magazines, as well as other methods like cinema and outdoor advertising.

All its campaigns revolve around the central theme of Seduction where girl makes the first

move. It has absolutely, subliminal implications. The brand assumes that Men want to be

seduced. That feeling gives a big boost of self confidence to a man. Although many brands

take this proposition, Axe just made it perfect.

In most of the Axe ads only very ordinary skinny kind of people getting assaulted by

beautiful girls, that makes the brand more approachable. If Axe had used a Hunk, the

promotions couldnt have been so effective.

Places

Places where we can find the product to purchase it:

Websites-

www.unilever.com

www.amazon.com

www.heathpricer.com
http://www.unilever.com/http://www.amazon.com/http://www.heathpricer.com/http://www.unilever.com/http://www.amazon.com/http://www.heathpricer.com/


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www.drugstore.com

Stores-beauty section

Supermarkets

2.2 Consumer Behavior

The study of consumer behavior focuses on how individuals make decisions to spend their

available resources (time, money, effort) on consumption-related items (Schiffman and

Kanuk, 1997). The field of consumer behavior covers a lot of ground. According to

Solomon (1996), consumer behavior is a study of the processes involved when individuals or

groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy

needs and desires.

The official definition of consumer behavior given by Belch (1998) is the process andactivities people engage in when searching for, selecting, purchasing, using, evaluating, and

disposing of products and services so as to satisfy their needs and desires. Behavior occurs

either for the individual, or in the context of a group, or an organization. Consumer behavior

involves the use and disposal of products as well as the study of how they are purchased.

Product use is often of great interest to the marketer, because this may influence how a

product is best positioned or how we can encourage increased consumption.

Buyer Behavior

Buyer behavior is all psychological, social and physical behaviors of potential customers asthey become aware of evaluate, purchase, consume and tell others about product & services.

Figure 1: Stimulus-Response model for buyer behavior
http://www.drugstore.com/http://www.drugstore.com/


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2.3 Factors influencing mens purchasing behavior

There are many factors that influence on mens purchasing behavior both external and internal

factors. These factors play as important roles to mens purchasing behavior especially, when they

(men) buy cosmetics products. Age, occupation, income, living area, reference group, family,

celebrity endorsement and culture are the basic factors that affect men behavior and purchasing

behavior toward personal care products.

Age

Customers in different age groups have different needs and want. While people who belong to

same age group differ in many other ways, they tend to share a set of values and common

cultural experiences that they carry throughout life (Askegaard et al., 1999). In term of personal

care products, younger generation tend to be more open to them than older generation. In a

relation with this kind of market, Amanda (2004) revealed that men who are in the 18-24 yearsold, were driving apparel spending and are increasingly spending money on appearance related

products as well.

Occupation

It might be one factor that affects purchasing behavior because some occupations have to take

care and maintain their appearance. Staying competitive in term of appearance in workplace is

becoming more and more importance. As Antoinette (2001) said that many working men believe

personal appearance does influence whether someone is promoted or succeed professionally.

Therefore, spending patterns is found among different occupational groups (Prakask and Vinith,2007).

Income

Income plays as an important factor in purchasing behavior. According to Chunhapak et al.,

2008, noted that people who have different income have different selection of product.

Moreover, people who have high income are more ready to buy expensive products but people

who have low income are not. Therefore, income is one factor that affects purchasing behavior.

In term of personal care product, Blanchin et al., (2007) said customers should have enough time

and sufficient income to purchase and use the product

Living area

Living area is one factor that influences on customers consumption. Elsey and Sukato (2009)

said that consumer behavior might change according to location; urban and rural area. People

who live in urban area do not have the same desires as people who live in rural area. In case of

personal care products, rural men do not concern more about using personal care products

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because the lifestyles there are less competitive and relatively relaxed but many urban people do

(Elsey & Sukato, 2009). Location of living area can make the difference in purchasing behavior.

According to the research of Prakask & Vinith (2007), 50% of the urban respondents and 53.3%

of those belonging to the sub urban areas made their purchases individually, while 32 % of urbanconsumers purchased cosmetics with their spouses.

Reference group and family

The influence from group of people (friends and colleagues, etc.) or family is considered as an

important element that affects on other purchasing behavior. According to Elsey & Sukato

(2009), friends or family possibly convinced consumers into purchasing a particular product.

Moreover, Antoinette (2006) noted that women (wife or partner) have an influence on men

behavior such as men will buy personal care products easier or take care more on themselves if

they are encouraged and accepted by people who surround them.

Celebrity Endorsement

Celebrity endorsement is one factor that affects on customers purchasing behavior. It can be

seen as a significant impact nowadays. They (celebrities) have influences on products

perspective. In term of personal care products, celebrities such as Ben Affleck and Nick Lachey

have changed perception about men who use Axe deodorant. According to Cheng et al (2010), it

noted that, Increasing endorsement of metrosexual celebrities opinion-former such as David

Beckham and Brad Pitt who openly admits to using personal care product and publicizing that

men can make themselves better with the product had contributed to making men more

comfortable and positively changed mens attitude toward the idea of consuming male groomingproducts. Young men choose brand or product through the imitation of celebrity endorser such

as David Beckham and Brad Pitt because they are known for their looks and style which

resonate well with the metrosexuals tastes. So it is becoming more acceptable nowadays for

men who take care themselves by using personal care products.

2.4 Customer decision-making

According to Askegaard et al (1999), they stated that there are 5 stages in customer decisionmaking. All the steps are followed by the consumers for some purchase but not every time.

1. Problem recognition

It occurs whenever the consumer sees a significant difference between his/her current state of

affairs and some desired or ideal state. The consumer perceives that is a problem to be solved. Incase of deodorants, consumers might concern about their body odor so using deodorant may help

them.

2. Information search

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Once the problem has been recognized, consumer needs information to resolve it. So consumerwill begin survey or search his/her environment for appropriate data to make reasonable

decision. In case of deodorants, females receive information from family and friends more than

men. However, males depend more on advertisement (Prakask & Vinith, 2007).

3. Evaluation of alternatives

In this stage, customer will use all information that acquired from stage 2 to evaluate all product

choices.

4. Product choice

Once the relevant options from category have been assembled and evaluated, customer will

choose product among them. So in a relation with Axe deodorant, he will choose among the

variety of fragrances available.

5. Outcome

After customer have bought and used product for a while, customer will have an experience or

satisfaction/dissatisfaction about the product. And the outcome would affect for the repeating thepurchase or searching for new product in the future. Consequently it is important that products

providers should offer products, including the related offering to content mens customer for

their repetition of purchase.

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3 RESEARCH METHODOLOGY

The methodology followed for analyzing the consumer behavior of health food drink customers

is as shown in the figure.

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Preliminary Investigation

Secondary data analysis

Qualitative researchCollection of

Quantitative data :

Measurement and

Scaling Procedures

Questionnaire Design

Survey

Sampling Process

Target population,

Sample Size,Sampling technique

Plan for Analysis of Data

Regression Analysis

Field Work


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3.1 Preliminary Investigation3.1 Preliminary Investigation

This phase involved preliminary investigation of the various factors which could possibly affect

the consumers perception and in turn influence the purchase decisions of the consumer. We

primarily used three methods to identify the various factors. The Secondary data gathered was

analyzed to understand the current scenario of the Deodorant market. The analysis of the

secondary data also helped us find different attributes which affect the purchasing behavior.

3.2 Collection of Quantitative dataCollection of Quantitative data

Measurement and Scaling ProceduresMeasurement and Scaling Procedures:: Non-Comparative Rating scale is used in which

respondents evaluate only one object at a time, and for this reason non-comparative scales are

often referred to as monadic scales. Non-comparative techniques consist of continuous and

itemized rating scales.

We have used continuous rating scale in order to rate the choices for purchase considerations and

the sources of purchase decisions.

Questionnaire Design:Questionnaire Design:This phase involved the design of the questionnaire on the basis of the

potential factors identified as influencing the customer behavior. Research problems were listed

and then the information needed was identified. The questions were then prepared in order to

fulfill the information requirements as identified earlier.

Survey:Survey: Different Survey methods were used for collection of data. The principle method used

was Personal Interviewing of the respondents. Interviews were conducted by us at NIT,

Warangal. Due to the shortage of time, we conducted a few telephonic interviews to maintain

diversity in data.

3.3Sampling ProcessSampling Process

Target Population:Target Population: The target population is the collection of elements or objects that process the

information sought by the researcher and about which inferences are to be made. Our target

population involves the users and buyers of Axe deodorant.

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Sample Size:Sample Size: It denotes the number of elements to be included in the study. Due to time

constraints the sample size chosen is very small.

Sampling Technique:Sampling Technique:A mixture simple random and convenience sample has been taken.

3.4 Fieldwork

The survey was conducted keeping in mind the buyers of the Axe deodorant. The survey was

conducted in the NIT Warangal. We made several trips to the boys hostel (NIT Warangal) to

gather information from relevant people.

3.5 Plan for data analysis

Principally the data were analyzed by SPSS version 16.0. In order to analyze all answers

obtained from the questionnaires, all answers are summarized as descriptive. The descriptive

statistic is employed for the basic features of data in this study. It offers simple conclusions about

the sample and the measures. At first part of analysis, summarizing the data deriving from mean

value by frequency is mainly considered. Corresponding with simple A Study of Factors

Affecting on Mens Axe deodorant purchasing graphics analysis, shapes the basic of virtually

every quantitative analysis of result. More precisely, the analysis of the data which are answered

as a rating indicating in terms of perceived level of importance, is evaluated and analyzed by

weighting, each level of importance is weighted differently. The weight of not importantis 1

and the weight of critical important is 5. The weight increase progressively in order (one by

one). Finding the mean of each value by average is calculated for the analysis part Unlike

descriptive statistics, inferential statistics are highly involved in analysis to extend further than

the data alone. For instance, this study use inferential statistics to infer some judgments or

conclusions of the probability which relate to an observed difference between groups and factors

is the reliable one or one that might happen in this study. Therefore, the inferential statistics is

used to make inferences and connection between the obtained data and related theories.

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4 DATA INTERPRETATION & ANALYSIS

As a part of data collection survey was done with the aim of sample size of 50. We approached

around 70 people out of which 50 responded. Based upon the data collected from the respondents

analysis has been done using Correlation and regression techniques. We also used Bar and pie

diagrams for representing the relationship between the factors which influenced the product

purchase

Correlations

Pricing Reference Features Brand Availability

Pricing Pearson Correlation 1 .010 .288* -.019 .148

Sig. (2-tailed) .944 .043 .893 .305

N 50 50 50 50 50

Reference Pearson Correlation .010 1 -.061 .149 -.157

Sig. (2-tailed) .944 .674 .303 .277

N 50 50 50 50 50

Features Pearson Correlation .288* -.061 1 -.307* .205

Sig. (2-tailed) .043 .674 .030 .153

N 50 50 50 50 50

Brand Pearson Correlation -.019 .149 -.307* 1 -.151

Sig. (2-tailed) .893 .303 .030 .295

N 50 50 50 50 50

Availability Pearson Correlation .148 -.157 .205 -.151 1

Sig. (2-tailed) .305 .277 .153 .295

N 50 50 50 50 50

*. Correlation is significant at the 0.05 level (2-tailed).

Table 1

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RegressionStatistics

Multiple R0.2948911

15

R Square0.0869607

7Adjusted RSquare

0.067939119

StandardError

0.732140775

Observations 50

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 2.133 1 2.133 4.329 .043a

Residual 23.647 48 .493

Total 25.780 49

a. Predictors: (Constant), Features

b. Dependent Variable: Pricing

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 2.907 .248 11.722 .000

Features .157 .075 .288 2.081 .043

a. Dependent Variable: Pricing

Table 2

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INFLUENCING FEATURES

Chart 1

Chart 2

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Interpretations &Findings:-

From table 1 we can interpret that there is a correlation between Price and Features.

So we can find the Regression equation for these two interdependent factors.

From table 2 we found out the regression equation for the independent variable Features

and dependant variable price.

The Regression equation is Y=2.907 + 0.157X

Based on the data collected from the survey interpretation of the influencing factors of a

deodorant is done and is represented in chart 1 and from it we found that

o 26% of consumers are influenced by the Packaging

o 14% of consumers are influenced by the Fragrance

o 10% of consumers are influenced by the Advertisement

o 50% of consumers are influenced by All the above factors

It is found that most of the axe users feel that axe is only for youth. (From chart 2)

From the survey it is found that all the consumers of axe are satisfied with its quality.

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5 CONCLUSIONS, SUGGESTIONS & LIMITATIONS

5.1 Conclusions

In this project we studied and analyzed the consumer buying behavior of deodorant with respect

to AXE in specific. It is observed from the survey that most of the consumers are looking for all

the factors like packaging, pricing, branding and availability but not only an individual factor.

5.2 Suggestions

Advertisements of AXE should revised and concentrate on all age groups to avoid the

issue that AXE is only for youth.

Company should release variants with long lasting mild fragrances rather than relying on

strong fragrances

Price of AXE should not be increased unless it comes out with fragrances unique to AXE

5.3 Limitations

This schedule used for the purpose of collecting information from the respondent have the

following limitations.

In the process of data collection some of the respondents have expressed unwillingness in

answering the schedule.

The information collected from different customers may not be always exact.

The present study is confirmed to sample of customers using Axe.

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6 REFERENCES

Books

Kotler P., Keller K. L., Koshy A. & Jha M. (2009), Connecting with customers,

Marketing Management (pp. 114-223), PHI.

Saxena Rajan (2009), Consumer Behaviour, Marketing Management (pp. 140-

170), TMH.

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sharma&catid=34:marketing-and-branding&Itemid=56

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http://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.web-books.com/eLibrary/NC/B0/B64/020MB64.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.researchandmarkets.com/reports/54544/deodorants_and_antiperspirants_in_indiahttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.euromonitor.com/deodorants-in-india/reporthttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.brandchannel.com/images/papers/86_Indian_Brands_FMS_Samit_Puneet.pdfhttp://www.web-books.com/eLibrary/NC/B0/B64/020MB64.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://marketingpractice.blogspot.com/2008/08/consumer-insight-2-role-of-users.htmlhttp://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=134:chetna-sharma&catid=34:marketing-and-branding&Itemid=56


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APPENDICES

7.1 Appendix 1: Questionnaire

1). How important is the use of deodorant to you?

1) Not at all important 2) Not important 3) Somewhat important 4) Very

important 5) Extremely important

2). How important is the price when you are purchasing a deodorant?



3)How important is the brand value when you are purchasing a deodorant?



4)Which feature influence you the most in purchasing a deodorant?

1) Packaging 2) Fragrance 3) Advertisement 4)All

5)How is the availability of the product in the market?

1)Very low 2)Low 3)Average 4)High 5)Very high

6 ). How did you come to know about AXE?

1)Advertisement 2)Friends and family 3)shopkeepers

7)Since how long have you been using AXE deodorant?

1) Less than 1 year 2). Between 1-3years 3) More than 3 years

8). Are you satisfied with the quality (no side-effects) of AXE?

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1) Disagree 2) Partially agree 3) Agree 4) Strongly agree 5) Nether agree nor

disagree

9). Who influenced you in purchasing of AXE?

1).Yourself 2). Family 3). Friend/colleague 4). Expert 5). Sales representative

6). Other

10). Would you recommend AXE to others?

1.) Yes 2).No

11). Do you feel that AXE is only for youth?

1) Disagree 2) Partially agree 3) Agree 4) Strongly agree 5) Neither agree

nor disagree

12).Please specify if there are any suggestions for improvement of AXE

___________________________________________________________________

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