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Table of content
Serial # 01 02 03 0! 0' 0* 00/ 00 10 11 12 Topics
Acknowledgement Executive Summary ntroduction "esearc# $%&ective n(ormation )eeds "esearc# +esign , +ata Sources +ata .ollection Procedure Sample +esign +ata Processing , Analysis "esearc# 1indings "ecommendations Annexure

Page #
2 3 4 6 6 7 7 8 8 25 27 28

Acknowledgement
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I would like to show my gratitude towards our course instructor Mr. Ahmed Butt for teaching and making us capable enough to work on this report. Without his complete guidance and support I would not have been able to complete this endeavor. I would also like to show my gratitude towards the respondents for their time and providing valuable information without which this report would have not been completed. This report contains all the relevant material required as per instruction. I hope this report meets his e pectations.

Executive summary
This research has determined the consumer!s attitude with regards to Ariel and "urf # cel$ the brand image of both the detergents in the minds of the consumers$ the level of loyalty possessed by them and their level of satisfaction. The data has been collected from the
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respondents through personal interviews and a detailed questionnaire was designed for that purpose. The interviews have been conducted from the respondents at random locations and on telephone. The sample includes %& respondents. The data gathered has been analy'ed on a question(by(question basis. The details of the research findings are mentioned after the analysis. And recommendations are given to the management based on the research findings

Introduction
Ariel )rocter * +amble started its operations in the country in ,--, is marketing a range of consumer goods products. Ariel is the product of )*+. Ariel detergent gives impeccable cleaning in stain removal. Ariel contains unique ingredients that cannot be found in other detergents$ thus it is designed to remove a multitude of stains better. Ariel is perfect for everyday washing needs. The unique formula has been designed to give brilliant cleaning and long lasting freshness.

Surf Excel "urf # cel is the product of .nilever. "urf # cel is the oldest detergent brand to be present in )akistan since ,-/0. The company believes that dirt is a valuable way to enrich lives$ both young and old. To ensure that everyone$ anywhere in the country$ can share in this initiative$ .nilever invests heavily in developing a range that suits the pockets of all income groups. This has included launching
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affordable packs that not only offer the top(clean advantages of "urf # cel$ but also reduce the time$ physical effort and amount of water needed to wash clothes by hand.

Research Background and Project Overview Ariel has been in the market for ,1 years now2 however "urf # cel has a greater share in the detergent market. The consumer!s viewpoint is of great importance for the simple reason that they are the bread and butter of any organi'ation. 3ence$ this research is aimed to find out the consumers perception with regards to Ariel vis(4(vis "urf # cel. This research will also try to find the brand image of both the detergents in the minds of the consumers$ the level of loyalty possessed by the consumers and their level of satisfaction.

COMPARITI E A!A"#$I$ O% CO!$&MER PRECEPTIO! 'IT( RE)AR*$ TO ARIE" I$+,+ I$ $&R% E-CE"

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Researc. Ob/ectives

To determine the attitude of consumers towards Ariel vis(4(vis "urf # cel. To identify the perception of consumers about Ariel. To determine the effectiveness of Ariel vis(4(vis "urf # cel.

Information !eeds

To determine the brand image of Ariel in the minds of the consumers. To determine the brand image of "urf # cel in the minds of the consumers. To determine the satisfaction of consumers regarding the detergent they are using. To comparatively gauge the level of Brand 5oyalty possessed by consumers of Ariel and "urf # cel To determine the e tent of brand awareness and brand recall of Ariel

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To determine the e tent of brand awareness and brand recall of "urf # cel

Researc. *esign and *ata $ources

The research carried out is an e ploratory research that is2 it has only determined the consumer perception about A6I#5 7I"(8(7I" ".69 #:;#5 The focus of this research is obtaining primary data. The data is acquired via communication with the respondents. The respondents include consumers of Ariel and surf # cel and personal interviews were undertaken with the respondents.

*ata Collection Procedure

The data has been collected from the respondents through personal interviews and a detailed questionnaire was designed for that purpose. The questionnaire was designed according to the research ob<ectives2 the questions fulfill the aim of determining the comparative attitude of the consumers towards Ariel and surf # cel. 9or these purposes$ ,= questions are included in the questionnaire. The questionnaire is available in Anne es The interviews have been conducted from the respondents as follows>

?n telephone At random locations.

$am0le *esign
@uota sampling has been used in this research. The sample includes %& respondents. All the respondents are from +ulshan Town and are house wives.
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The factor that was considered in order to qualify the housewives as an eligible respondent was$ that she has used Ariel and "urf # cel both.

*ata Processing
The data gathered has been analy'ed on a question(by(question basis. The number of respondents highlighting a particular choice given to them in multiple choice questions have been calculated$ tabulated and elaborated graphically. The similar responses to the open ended questions were grouped together and are tabulated and elaborated graphically.

1. When you think of detergents which brand comes to your mind?

O tions gi!en to res ondents #rie$ %urf &'ce$ Others "o. of res ondents choosing the o tion 7 16 -----

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2. Which detergent do you use?

O tions gi!en to res ondents #rie$ %urf &'ce$ "o. of res ondents choosing the o tion 8 15

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3. When you think of #rie$* what comes on to of your mind?

O tions +right ,$othes -ackaging .ragrance #!erage /etergent #d!ertisements "o of res ondents 12 2 4 3 2 Page 10 of 27 Nitin Agrawal

4. When you think of %urf &'ce$* what comes on to of your mind?

1es onse %$ogan -ackaging .ragrance #!erage /etergent Nitin Agrawal "o of res ondents 1 5 2 3 Page 11 of 27

2ood /etergent

12

5. %ince when ha!e you been using it?

O tions gi!en to res ondents 3ess than a year 145 years 6410 years "o. of res ondents choosing the o tion 2 8 10
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11420 years 21430 years 5ore than 30 years

0 0 3

6. What do you $ook for when making a urchase decision for a detergent?
O tions gi!en to res ondents -erformance "o. of res ondents choosing the o tion 16
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&conomy %tatus %ymbo$ -ackaging #$$ of the abo!e Others

5 0 2 0 0

7. 6ow is your o!era$$ e' erience with #rie$?

O tions gi!en to res ondents
Nitin Agrawal

"o. of res ondents choosing the o tion

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7ery 2ood 2ood #!erage +ad 7ery +ad

8 10 4 1 0

(. 6ow is your o!era$$ e' erience with %urf &'ce$?

O tions gi!en to res ondents
Nitin Agrawal

"o. of res ondents choosing the o tion

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7ery 2ood 2ood #!erage +ad 7ery +ad

12 7 3 1 0

). #re you satisfied with the brand you are current$y using?
O tions gi!en to res ondents
Nitin Agrawal

"o. of res ondents choosing the o tion

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8es "o

21 2

10.

-$ease e$aborate the answer

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Ariel
1es ondents who are satisfied by #rie$

1es onse
2ood -erformance -rotects ,o$or 1es ondents who are unsatisfied by #rie$

"o. of res ondents

3 4

1es onse
,ost$y

"o. of res ondents

1

$urf Excel

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1es ondents who are satisfied by %urf &'ce$

1es onse
1emo!es %tains +est detergent 3itt$e 9uantity used #!ai$abi$ity /oes not harm the skin

"o. of res ondents

4 3 2 3 2

1es ondents who are unsatisfied by %urf &'ce$

1es onse
/oes not rotect co$or

"o. of res ondents

1

11.

#re you thinking to change the brand in the future?

"o. of res ondents choosing the o tion 14
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O tions gi!en to res ondents 8es

Nitin Agrawal

"o

12.

-$ease gi!e the reasons

Ariel
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1es ondents who said 8&%

1es onse
:f better brand a!ai$ab$e Wi$$ try a new brand but switch back to #rie$ ,ost$y 1es ondents who said "O

"o. of res ondents

2 2 1

1es onse
%atisfied

"o. of res ondents

3

$urf Excel
1es ondents who said 8&%

1es onse
:f better brand a!ai$ab$e

"o. of res ondents

8 Page 21 of 27

Nitin Agrawal

;ry #rie$ 1es ondents who said "O

1es onse
%atisfied

"o. of res ondents

5

13. :f we seek your suggestions to im ro!e the sa$es of #rie$* what suggestions do you ro!ide?
1es onse
-romotions 1educe rice :m ro!e <ua$ity :m ro!e ackaging

"o. of res ondents

7 5 8 3

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14. :f we seek your suggestions to im ro!e the sa$es of %urf &'ce$* what suggestions do you ro!ide?
1es onse
-romotions 1educe rice :m ro!e <ua$ity :m ro!e ackaging 5aintain the osition in market

"o. of res ondents

2 6 10 1 4

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Researc. findings
-,A of the respondents were satisfied by the detergent they
are using.

B0A of the respondents recalled "urf # cel and &0A recalled

Ariel when they thought of detergent.

/,A of the sample population said they might change the brand
in the future. ?ut of which /BA is willing to try a better detergent if available.

C%A of the sample population associated Bright clothes with

Ariel$ ,BA fragrance$ ,&A said that it was an average detergent$ -A recalled its advertisement and the remaining -A associated packaging to it.

C%A of the respondents said that "urf # cel is a good

detergent$ %%A had a strong association with its packaging$ ,&A said that it was an average detergent$ -A recalled its fragrance and the remaining =A remembered the slogan

,B.=A of the sample population who use "urf # cel said that
they find it economical since they only have to use a little quantity.

,&.0=A of the respondents who have lived abroad said that

they find a lot of difference in the quality of Ariel which they used there and the one that is available in )akistan.

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 The general perception of -A of the sample population reflects

that the quality of Ariel has gone down.

%,.B=A of the respondents gave a general comment that the

detergents fade the colored fabrics.

All the respondents said that they look for performance when
purchasing a detergent$ those who said they look for economy also added that they look for the best quality in a reasonable price.

6espondents who said they also go for packaging when making

a purchase decision were consumers of "urf # cel and they all recalled the container packaging of "urf # cel which they found very convenient

Recommendations for t.e management

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In the wake of the analysis and findings of this research study$ the following recommendations are e tended to the management

Ariel ads always remain focused towards lower middle class but their price is high and out of reach for lower middle class so Ariel should decrease its prices and bring it to the level of "urf # cel. )eople perceive both the detergents as equally good$ but they purchase "urf # cel since they find it more economical.

Ariel needs to improve its packaging. It can introduce container packs which are refillable and are very convenient to use. They can introduce the containers for a limited time this would increase the sales and people would get a chance to use the new and improved version of Ariel that is Ariel #n'yma . The company to introduce container packaging for its large si'e packs$ which are usually bought monthly.

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