A Study on Factors Affecting Customer Buying Decision of Detergents in India with Emphasis on Major Brands used in Kolkata

The research work objectives are to find out about consumer's awareness about the various brands, what are the main features consumers look in detergents while buying and brand loyalty and brand switching tendencies. To gather the data, the questionnaire method is used. The research design used in our research is descriptive. Convenience sampling was done. Target customers are mainly housewives, bachelors and others who are using detergents. The age group was not defined. The area where research is done is Kolkata because of the convenience factor. Quantitative techniques like frequency distribution and statistical analysis using mean and coefficient of variation analysis were carried out to make interpretations. The findings of my research revealed that consumers' awareness of detergent brands is dominated by advertising and word of mouth communications. Though the purchase and usage patterns differ, most consumers tend to remain brand loyal provided the brand gives them a satisfactory wash. Different people have differing notions of the reasons for buying a particular brand. The majority though favor price and recommendations some also favour the promotional offers and fragrance. Though the liquid form is gaining importance, a large part of the consumers still feels powder is the best form of detergent. Finally, among the 4 chosen brands a comparative analysis has been done and the brands have been ranked on various parameters individually. While surf excel rules the roost in almost every parameter, Nirma takes the lead in price shifting it to the second spot.