Market Research

Assignment

By

Garima Gandhi-2014A
Sajitha Nair-2014A53
Akshita Kedia-2014C39
Shardool Rastogi-2014C
Shreya Chakravorty-2014D26
Vanshika Gupta-2014D34

Acknowledgement

We hereby wish to express our sincere gratitude and

appreciation to the following people who assisted us in the
successful completion of this research document:
Professor Nimkar and Professor Gauri Joshi, for their valued
assistance and guidance, in the compilation of this project. Your
patience and exemplary knowledge is greatly appreciated Sir
and Mam.
To the respondents who participated in this research study,
thank you very much for the time and effort sacrificed to
complete the research questionnaires.

Objective of the Assignment

This research is undertaken with the following objectives:
a. To understand the awareness towards eco-labeled personal
care products.
b. To study the attitude of women towards the environment.

Literature Review
Nik Abdul Rashid, 2009
With the increment of awareness towards environmental issues,
organizations have started to review the environmental impact
of their operation activities and products. The business on green
products such as environmental friendly personal care products
has started to grow in the consumer market.
However, with the increment on the environmental issues the
awareness on the usage of environmental friendly products has
also grown globally. The market of green personal care products
is having a higher potential or opportunity to grow in Asian
market as compared to the non-green personal care sector. The
penetration of the brand owners of green personal care products
can be achieved through franchising or acquisition to widen the
distribution channels; however the acceptance of consumers
towards the green personal care products will have significant
difference between markets. This is the gap that needs to be
fulfilled if green marketers want to further explore the market of
green personal care products.
The understanding of the intention, attitudes towards the
behavior, subjective norms, perceived behavioral control and
peripheral persuasion (store image and roles of salesperson) can
help to uncovered the different aspects of the behavior or
understand better the behavior, which will then help the
marketers in designing the marketing program to able to
convince the consumers to make the purchases of the products.
In order to understand the influence on pricing of the green
personal care products between the drivers and the purchase

intention, willingness to pay more has been included into the

theoretical framework as the moderating variable
Environmental marketing is also known as Green Marketing,
sustainable marketing and ecological marketing. The green
consumers are the main motivating force behind the green
marketing process. It is their concern for environment and their
own well-being that drives demand for eco-friendly products,
which in turn encourages improvements in the environment
performance of many products and companies. FMCG sector is a
considerably large sector in the economy which has to open
their eyes on eco-friendliness. The FMCG sector is one of the
growing industries that concern about the green marketing
issues. Green marketers can attract customers on the basis of
performance, money savings, health and convenience or just
plain environmental friendliness, so as to target a wide range of
green consumers.
The government, the organization and the customers has to put
hands together in creating awareness of eco-friendly products.
The individual and household characteristic estimates the
relationship with the environmental behaviors and attitudes. The
results are expressed in terms of marginal effect or the amount
by which the predicted probability of using eco-friendly product
when the predictor variable changes by one unit. For example,
women are 3.9% more likely than men, all other factors being
equal, to be prepared to pay more for environmentally-friendly
products.
We finally discovered that there is a significant difference
between the women and men for the following points.
Concerning the purchase frequency of green products, the
women buy more eco-friendly food and healthcare/cosmetics
products (2.60) than the men which results are not surprising
because the women are more willing to do shopping for their
house. The women more agree with the fact that green products
are good for the environment than men. Then they are also
more ready to pay an extra price for green products than men
who are undecided. The women also close to agree to
recommend eco-friendly products to their family friends, more
than men it is also the case concerning the attention that they
give to green advertising. Finally the women just like more green
products than Men. These results show us that women seem

more concerned by green products than men however we did

not find differences concerning healthy argument of green
products or good quality so both women and men agree on
these points, that can be surprising because women are
sometimes more perceived as more healthy than men but in our
study there was no so significant differences with these
statements.

Data Interpretation and Analysis

*Please find attached excel for above information

Qualitative survey of respondents purchasing ecolabeled products

IT Professional
Hi I am a student of SCMHRD and I would like to interview you
for understanding your views on conserving the environment. It
is just a short interview and will not take more than 15 min.
Us: How long have you been working at this place? Where do

you stay? Proximity form office. How do you commute? Do you

use the company transport or personal vehicle? If personal
vehicle why?
Respondent: I have been working for the past 3 years in
Infosys. I live in Aundh, which is
approximately 30 minutes away from
my
Hinjewadi office. I generally commute
using my
car. It is not very far and I have
flexibility
to travel at my own time.
Us: Do you carry your own lunch to work? If Yes How do you get
your lunch as in lunch box--- Plastic, steel, Glass, Aluminum foils,

cling wraps (plastic foils) or in disposable boxes?

Respondent: Yes, I do carry my lunch from home. The food at
office is not always up to standard. I use steel tiffin to carry my
food.

Us: What all disposal items do you use and when do you use it:frequently, occasionally i.e when you have guests coming in or if
your maid is on leave or other reasons for the same.

Respondent thinks and speaks

Respondent: Generally we use disposable items when we host
a large get-together. It makes cleaning that much more
convenient and hassle free. Such get-together is a rare affair
however we frequently use disposables when we go out. Yes,
when the maid is on leave to avoid all the cleaning mess we use
disposables as well.
Lifestyle related questions
Us: How much time do you spend for yourself on a daily basis?

What do you do in that time? Do you exercise? If yes which form

of exercise
Respondent: I spend about half an hour to one hour on myself
doing things I enjoy like yoga and light reading. After the busy
day at work it is very tiring to go to the gym. I therefore jog in
our lane in the evening.
Us: What is it that you indulge in to maintain a healthy lifestyle?
Are you willing to travel if you were to get genuine organic

products ---If yes how far? & If no, where should they be made
available so that you purchase them
Respondent: Yes, I believe in maintaining a healthy lifestyle. I
make sure all meals I cook are healthy and nutritious. I exercise
to make sure I remain fit. Yes, I usually shop for all my groceries
on a monthly basis so I am willing to travel a little for it. I go to
the nearby supermarket (D-mart) to shop and in case of daily
emergencies I ask for a home delivery from the nearest grocery
shop. I think organic products is something that people now
want to purchase in order to maintain that healthy lifestyle, so a
little travelling is not a problem.
Us: What is that you indulge in to maintain your appearance? In

your household who all use different types of personal care

products? How do you take a decision to purchase a particular
product?
Respondent thinks and speaks

Respondent: Yes, I use Body shop products to maintain my

appearance and have a loyalty card for Enrich salons. My
husband has his set of personal care products. I am a loyal of
Body shop but my husband experiments on his products. We
usually buy products seeing the nutrition and value they
provide. The price and utility any product provides is what
makes me want to buy a product again.
Yes, attractive packaging with a decent price makes me want to
try out a new product for sure.
Chemist
Hi I am a student of SCMHRD and I would like to interview you
for understanding your views on conserving the environment. It
is just a short interview and will not take more than 15 min.
The store is Religare Wellness store in Hinjewadi Phase 2
Us-What all personal care products do you stock in your shop
and which all brands are available with you.
Respondent thinks and then speaks
Respondent-We have the following products cleansing pads,
talcum powder, facial tissue, toothpaste, toothbrush, razor,
perfumes, shaving cream, skin cream, toilet paper, wet wipes
and lip balm. We have products for all leading brands for a
particular line of products.
Us-Do you know about eco-labeled products, do you understand
difference between a regular product and an eco-labeled one.
What do you feel about non-eco labeled products? Are they as
good as eco-labeled ones?
Respondent thinks and then speaks
Respondent-Yes, I know about the eco-labeled product, they
have a green recycling symbol on them unlike the non-eco
labeled product. For me whatever sells more is a better product.
Us-What advice do you generally offer to consumers who seek
your advice on purchasing personal care products, do you advise
them the brands you get a good margin on or the brands whose
stock you need to clear up.

Respondent thinks and then speaks

Respondent-Our stocks keeps moving at a good rate so on
being asked for advice, I advise them about the product which
would be most beneficial for them
Us-How frequently do consumer check the expiry date of
products they purchase?
Respondent thinks and then speaks
Respondent-The younger customers tend to check more often
than their older counterparts.
Us-Do consumers question him/her on the contents of the
product.
Respondent thinks and then speaks
Respondent-Yes, they do.
Us-What is done of the products which have crossed expiry
date.
Respondent-We discard them in garbage.
Us-Does he/she encourage usage of plastic bags or do they ask
consumers to get their own bags.
Respondent thinks and then speaks
Respondent-We usually provide the customers with plastic
bags unless if they do not want it.
Us-Would you prefer to stock up eco labeled products if you get
incentive for doing so? Would you be willing to push
(recommend) these products to the consumer?
Respondent thinks and then speaks
Respondent-As I said earlier, whatever sells more and gives me
a higher profit margin is a better product for me. If eco-labeled
product gives me that, Ill stock it. Ill also try to push the sale of
these products.

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Conclusion

From the above research project, we can thereby conclude that

Green marketing is the marketing of products that are
presumed to be environmentally safe. It incorporates a broad
range of activities, including product modification, changes to
the production process, packaging changes, as well as modifying
advertising. There is a growing interest among the consumers
all over the world for protection of the environment. The green
consumers are the main motivating force behind the green

marketing process. It is their concern for environment and their

own well-being that drives demand for eco-friendly products,

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which in turn encourages improvements in the environment

performance of many products and companies.
In recent times a lot of attention has been paid to the effect that
mass media has on the audiences perceived seriousness of
environmental hazards. The audiences are influenced by the
way the mass media interprets the pollution levels. A study also
revealed that women were more perceptible to the risks
involved in global warming and other related hazardous wastes
when compared to the males. Furthermore the study also found
that women were more worried about the various negative
impacts that global warming could have on their health on their
familys health.
Businesses have thus started to understand consumers attitude
towards environmental problems and have therefore started to
provide Green products/services that provide an alternative to
consumers. Green marketing is done by businesses to increase
awareness levels and to show that people worried about the
environment can do something to solve some of the issues.

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