Consumer survey for wheel; Lintas, Bombay

Abstract

The problem consisted of very low market shares and iow sales growth of Wheel Detergent washing powder in the markets of Uttar Pradesh. It was required to find the consumer habits, attitudes and expectations with regard to washing powders. The questionnaire based survey was conducted in Kanpur and Sahranpur in U.P. with a sample size of 144. Findings: The decision in regard to which brand to buy was generally made by the wife in the family, but the actual purchase was usually made by the husband. Of all the product attributes, whitening was considered to be the most important in deciding to buy a particular brand of washing powder. There was a percieved difference between wheel and its nearest competitor Nirma, but it was only on unimportant attributes such as packaging. The consumers of Nirma did not feel that Nirma causes burning of hands, but the consumers of Wheel thought that it does 5c. Thus the consumers generally felt satisfied with the current brand they were using. The consumers of Nirma did not see any important additional benefits in changing to Wheel.