A summer Training Project Report

Factors Affecting Buyer Behaviour of KARA wet wipes in

Mandi (H.P.)

Submitted in Partial Fulfilment of the Requirements for the

Award of PGDM degree (Marketing & Operations)
2016-2018

Submitted by: Guided by:

Vishal Jamwal Dr. Pratibha Wasan
PGSF1658 Inderpreet Singh Sodhi
PGDM-SM

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 Declaration

I hereby declare that the Summer Training Report entitled “Factors Affecting buyer behaviour of Kara Wet

Wipes in Mandi (H.P)” is an authentic record of my own work as requirements of eight-week Summer

Training during the period from 20th April, 2017 to 20th June, 2017 for the award of degree of PGDM

(Post Graduate Diploma in Management), Jaipuria Institute of Management, Noida under the guidance of

Mr. Inderpreet Singh Sodhi, Deputy Manager Future Consumer Enterprise Limited.

Date: 20th June 2017 (Signature of Student)

Vishal Jamwal
PGFS1658

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 Acknowledgement

The arrangement program was arranged with the end goal that it gave a full learning opportunity all
through the planning program. I might need to offer my thanks towards each one of the all-inclusive
community who guided me all through the program and their quick or roaming help was incalculable for
me, without their course and reinforce this wander would not have been done viably.
I am exceedingly obligated to Mr. Inderpreet Singh Sodhi (Deputy Manager, FCEL), Mr. Gurpreet Arora
(Distributor, Mandi), for setting aside out their profitable time for always controlling and overseeing me
and furthermore giving the correct heading to finish the venture.

I would express my genuine on account of Prof. Pratibha Wasan (Faculty Mentor, Jaipuria Institute of
Management, Noida) for her steady inspiration in directing me. I think this venture would not have been
refined in a powerful way in the event that she would not have consistently lead me completely through the
venture. I likewise pay because of the various employees for helping me through my whole venture.

I might want to offer my extraordinary thanks to all the business people for giving me their important
information sources, time, and consideration, which added measurements and significance to my venture.

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 Table of Contents

Contents

1.COMPANY DESCRIPTION ...................................................................... 6

1.1 Overview of Wet Wipes Industry ........................................................ 7

1.2 Introduction to Company Future Consumer Enterprise limited ............. 8

1.3 Introduction to Brand Kara ............................................................... 10

2.JOB DESCRIPTION .............................................................................. 186

2.1 Summer Internship Profile ................................................................ 18

2.2 Job Responsibility ............................................................................ 19

2.3 Detail introduction of topic................................................................ 20

3. RESEARCH METHODOLOGY….……………………………………….20

4. ANALYSIS OF JOB DONE .......................................................................... 27

4.1 Analysis of Job Done ........................................................................ 27

4.2 Analysis of market research ………….….….………………………….26

5.LEARNING OUTCOMES & RECOMMENDATIONS............................. 38

8.ANNEXURE…………………………………….…………………………. 35

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 Executive Summary

The Future Group is India's most current multinational gathering. Worldwide in vision, built up in values,
the Group is driven by an execution ethic pegged on regard creation for its diverse accomplices. Gathering
has broadened in numerous organizations like retailing, protection coordination’s and FMCG and
nourishment. Wet Wipes industry one of the new business in India. The gathering has a yearly turnover of
showcase capitalization of, and has more than 35000 representatives arrange working with in various piece
of the India.

Its auxiliary organization Future Consumer Enterprise restricted is India's initially sourcing-to-store
sustenance organization. FCEL enhanced into various professional, Manufacturing, Sourcing , Food
framework, Agri-Food and FMCG brands and Retail and Distribution.

For increment in the nearness in its FMCG business, it has purchased Kara Brand from Aditya Birla Group.
Kara is wet wipes mark which is known for its quality and its solid image nearness in the market. Wet
wipes incline as of now grabbed and got a decent reaction from the urban region. Notwithstanding, the idea
of Wet wipes is new for the general population living in the country region. To build its request in new
market the organization needs to buckle down.

Amid my temporary job preparing, I was associated with exercises of offering Kara wet wipes and
overseeing circulation channel of FCEL for Brand Kara in Mandi. I similarly tried in different markets of
Mandi and its nearby town to make care about the thing and give the laborers opportunity to use Kara wet
wipes free of cost shockingly approach. A hands on work has similarly been done to know the response of
the customers towards the brand of association, brand of the contenders, their acumen about using wet
wipes et cetera through a formal survey.
I was adequately fortunate to get this opportunity to work with such a propelled assembling. It gave an
impressive measure of learning experiences those will in all probability help in long continue running in
my change towards corporate world.

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 Chapter 1
Company Description

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 COMPANY DESCRIPTION

1.1 Overview of Wet Wipes Industry

Over the earlier decade, there has been a development in the number and sorts of wipes available to the
buyer. From newborn child wipes to facial wipes and sound skin wipes to mechanical wipes the demand
of the wipes is always extending. Changes in patterns in the wipes showcase have been driven result
development and the positive gathering of new item applications by the buyer. In this classification,
diverse sort wipes incorporate child wipes, purifying wipes, families wipes, individual and corrective
wipes. The development of the business sectors for such items is confirmation of their prevalence with
the general population. The interest of wet wipes in both customer and medicinal services markets is
principally one of comfort and convenience wipes have had a tremendous effect in transit we live and
work. They are sturdy, financially savvy and lightweight. Occupied ways of life made by the blends of
occupation weights, expanded kids exercises and a general quicker pace of life, imply that many
individuals get themselves in a hurry, wipes enable them to perform day by day errands in considerably
less time. The household showcase for wet wipes is around ₹100 crore, the child wipes section is ₹65-75
crore and individual cleanliness wipes ₹30-40 crore. Birla Cellulose is centered around building its
center classification of dispensable and clean wipes. The organization has put resources into a wide
exhibit of items. Like make-up wipes, confront conditioning wipes, Face conditioning wipes and
sunscreen wet wipes . Ginnifilaments (Noida) likewise hold a solid position in wet wipes advertise .
Whenever Johnson and Johnson India holds 61% retail deals an incentive in 2015 due strength in the
child wipes which accounted 73% of retail deals esteem (Euromonitor, 2016).

In India Wipes enrolled current retail esteem development of 21% of every 2015 because of the
expansion in prominence of infant wipes, which represented 76% of aggregate retail esteem deals in the
class. The esteem development rate was marginally lower than the 22% enlisted the earlier year
(Euromonitor, 2016). To the extent wet wipes fabricating is concerned, gradually however most likely
India has taken off to great begin . In India wet wipes industry is pretty much a divided industry isolated
amongst sorted out and sloppy area. Sorted out are the individuals who fabricate wipes on programmed
machines where the wipes is created are untouched by hand and chaotic assembling doesn't require
programmed machine and the wipes are delivered physically by hands. In India, assortment of makers
from freely possessed organizations like Grasim Industries Limited, Himalaya Company ,Godrej
Consumer Products, and Johnson and Johnson India Limited speak to composed area, to little exclusive
organizations like Apollo Pharmacy, Pantaloon India and Pristine Care. The key fixing or variable is

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nonwoven Spunlace texture utilized as essential crude material and other variable being adaptable
bundling film for pressing single pocket, different wipes crease pockets or plastic distributors.

In India, regular factors additionally assume vital part in this industry summer considered as pinnacle
season and stormy season as off-season for advertise deals. GinniFilaments Limited is one of the
numerous open constrained organizations who has upper hand in advertising their wet wipes as they
produce key crude material i.e. Spunlace texture themselves and utilize some portion of their generation
for hostage utilization, situating themselves as one stop organization catching critical piece of the pie,
enrolling container India .

Difficulties in the business incorporate extension in the country range, mindfulness about the item and its
advantages to the shoppers' new creative items and utilization of innovation in assembling the wet wipes.
Ecological and flushability issues likewise a major test for this industry. INDA, the relationship of the
Nonwoven Fabrics Industry, and EDANA, the European Disposables and Nonwovens Association.
Together, these gatherings have concentrated on the range of flushability since 2004. They empower
creators of nonwoven wipes to actualize the rules "to enable organizations to survey their item before
making a flushable claim (Nonwoven Industry Magazine).

1.2 Introduction to Company Future Consumer Enterprise limited

Future Consumer Enterprise Ltd (FCEL), is India's at first sourcing-to-supermarket support association by
Future Group. It depends on the balance of sharing. Starting from the seeding of food at the farm to its
usage from the plate, FCEL goes about as an impulse for each of its accomplices, from sourcing, taking
care of, retailing to indisputable showing of use (Future Consumer Enterprise Limited , 2016).
FCEL differentiated into various efficient, Manufacturing, Sourcing , Food framework, Agri-Food and
FMCG brands and Retail and Distribution.

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Business of FCEL

Agri-Sourcing:

FCEL has its own , one of the principle agri-sourcing operations in the country. The splendid gather of
Indian farmers – Sugar, rice, wheat, oil seeds, beats, dry natural items, flavors and impressively more are
sourced all through 51 concentrates transversely finished India for encourage quality checks, get ready,
assessing, packaging and scattering.
These are then additionally prepared at 6 automated focuses, for instance, wheat at Nimrani in Madhya
Pradesh, pulses in Indore, south-based flavors in Bangalore and north-based flavors in Sonepat, Haryana.
They have full quality consistence forms including outsider reviews, Agmark affirmation, FSSAI
consistence, cluster level traceability are followed and appropriated crosswise over conveyance focuses to
take into account present day and customary retail prerequisites. A devoted group of 200 individuals
incorporating business visionaries with eras of experience and 25 purchasers lead different capacities.

Building Food Infrastructure:

INDIA FOOD PARK, Tumkur, Karnataka a stand-out nourishment framework by FCEL - INDIA FOOD
PARK is revamping sustenance preparing area. They have set-up this stop in association with the Ministry
of Food Processing Industries, Government of India. This best in class sustenance stop encourages end-to-
end nourishment handling along the esteem chain (reviewing, arranging, pulping, bundling and dispersion)
from the homestead to the market. Nourishment Park is outfitted with world-class sustenance handling
units, 22,000-ton stockpiling limit, icy stockpiling unit and in-house pulping, processing, flouring, zest and
dal units, this huge stop is spread crosswise over 110 section of land arrive in Tumkur district in Karnataka.
The recreation center is a home for a few nourishment handling little and medium firms where India Food
Park empowers them to work through a solitary window framework.
India Food Park is fortifying FCEL's current line of set up brands in the item and esteem included space
through better bundling, arranging and conveyance. It is worked with best line of offices to raid into more
up to date sustenance classifications, for example, marked leafy foods, canola and rice grain oils, solidified
and prepared nourishment items that are at present not created in India.

Food & FMCG Brands:

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Being India's biggest sourcing-to-grocery stores FMCG organization, FCEL is based on prevalent Indian
purchaser bits of knowledge. FCEL is always extending its effectively existing immense arrangement of
built up Food and FMCG brands. At present it takes into account different classifications, for example,
Basic Foods, Ready to Eat Meals, Beverages, Personal Hygiene Care . The assortment of brands in this
division deals with the whole procedure of making of definitions, marking system, item plan and
advancement, bundling, quality control and advertising. With around 50 experienced experts set up, the
group is exclusively committed for item advancement to make more current item classes and source
coordinated effort openings with presumed sellers.

Franchisee & Distribution

Nilgiris: Through a system of franchisees, FCEL has a solid nearness in the area accommodation stores in
south India. Its accomplice Nilgiris is one of the most established retail, dairy and bread kitchen mark in
south India with a solid goodwill for its scope of items. Niligiris' vigorous backend operations including a
few acquirement focuses, coordinations and IT and an armada of vehicles, including refrigerated trucks,
additionally reinforces FCEL's conveyance organize.
Aadhaar: FCEL deals with its country appropriation through Aadhaar that, works through trade and-do
display Gujarat and Punjab and another 38 littler arrangement retail locations that are either worked by the
organization or through franchisees.

1.3Introduction to Brand Kara

Kara is a quality item conveyed to you by Future Consumer Enterprise Limited. Kara is a FMCG mark
propelled by the Aditya Birla Group in 2008 and assumed control by Future Consumer Enterprise Limited,
A Future Group Company in July 2015. It is having container India nearness.
Kara is the classification pioneer mark in the wet wipes class getting a charge out of over 70% piece of the
pie. Since its dispatch, KARA is developing and making the classification develop. Kara offers everything
of restorative, which is in cream and moisturizers in to wet wipes frame. Kara is a solid brand among the
restorative class in FMCG industry.
Each Kara wipe is produced using Viscose filaments, a 100% common biodegradable fiber. It is
unadulterated, delicate and has high dampness ingestion limit. Kara wipes are dermatological tried. They
are sterile, skin-accommodating and don't leave build up on the skin.

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 Kara wipes are made at its transformation plant at Kharach, Gujrat. This plant is FDA endorsed and the
assembling procedure is done under stringent conditions to guarantee client wellbeing and cleanliness
(KARA, 2016).
Kara is stacked with creams for various application like profound pore purifying, saturating, conditioning,
sunscreen and make up remover.

 Rejuvenating the skin is a characteristic property of mint oil and cucumber combined with aloe Vera for
skin supporting and neem wipes for skin insurance, – in reviving wipes.
 Jojoba and Avocado unclogs pres, detoxes and sheds dead skin in Deep Pore Cleansing wipes.
 Rose and Thyme are notable to have conditioning properties – utilized as a part of Toning Wipes.
 Honey and Almond are age – old items for expelling dryness of skin and saturating present in – saturating
wipes.
 Aloe Vera and plum have normal sunscreen properties – Kara Sunscreen wipes.
 Lavender cleaning and unwinding properties while Seaweed has supporting impact on skin – both utilized
for cosmetics expulsion wipes

Raw Material Used for KARA

Kara is made of 100% Viscose. Gooey is Purer and Softer and more absorptive than Cotton. The material is
non-woven texture which assimilates sweat, additional oils from the skin without scouring it. It doesn't
shrink when rubbed hard and doesn't leave build up on facial skin or stubble. Most other wet wipes in the
market today are produced using Polyester-Viscose mixed non-woven texture or paper. Polyester is not
skin-accommodating and its rehashed use on the skin is not prudent. Paper tissues remove when rubbed
over skin and leave build up on confront in a way that can regularly humiliate the client.
Overall, the company is constantly innovating in every aspect of its value chain from sourcing, product
development, branding and packaging to create brands in different categories.

How Kara it works

The science behind this bluntness is the arrangement of temperamental atoms called free radicals when
your skin is presented to components like contamination, sun, wind, temperature, and worry amid the day.
These respond with the skin to drain skin proteins (collagen) and in this manner debilitate the skin substrate
to cause a moderate constant maturing, which one doesn't understand till the impacts begin appearing as
wrinkles and droopiness. How would we keep this? The appropriate response lies in a consistent dosage of
food for your skin that is rich in cell reinforcements.

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With another imaginative item scope of Kara ™ Skincare Wipes rich in regular concentrates, this once
serious issue has discovered an amazingly basic answer. What you couldn't do as such far during that time
is presently conceivable the same number of times as you need. A basic three stage activity which cleans
your skin, gives it fundamental hydration and recharges the essential nourishment of the skin should be
possible in one simple swipe, on account of the propelled skin wipe innovation from Kara. Its one of a kind
inventive three stage activity that is set to change your skincare schedule, and guarantee that the skin
remains youthful and lively all however the day.

A. Skin cleaning: Skin specialists prescribe exhaustive cleaning of the face before applying anything
keeping in mind the end goal to abstain from hindering of pores with moisturizers which can bring
about bubbles, skin break out and pimples. To deal with this, each skincare wipe has fibrils on its
surface which guarantee careful cleaning of the skin pores when they interact with the skin.

B. Hydration: The advantages of water in averting skin maturing and bluntness are settled. Every skincare
wipe has 80% water stacking which is exchanged to the skin, guaranteeing a rich, imperishable and sound
skin.

C. Nourishment: Antioxidants are substances that battle free radicals, and in this manner help turn around
the way toward maturing. An enduring dosage of cancer prevention agents during that time helps in
avoiding skin maturing. Each Kara wipe has normal fixings like avocado, aloe Vera and almonds and so
forth which fill in as cancer prevention agents, and along these lines support the skin continually to slowly
uncover impeccable shining skin.

Table 1: Variants of Kara

Image Variants Description

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 Kara Deep Pore Cleansing is a delicate, powerful
approach to clean your skin of earth, grime and
Deep Pore
overabundance of oil. Improved with Jojoba and
Cleansing
Avocado concentrates, it unclogs pores,
Wipes
detoxifies and altogether peels dead skin cell

Kara sunscreen wipes has a detailing of SPF 20

Sunscreen which shields the skin from the unfavorable
Wipes impacts of UV An and UV B sun beams. It is
improved with cancer prevention agents like
plum concentrate and vitamin E that sustains the
skin and Aloe Vera that keeps the skin saturated

Kara Moisturizing wipes is improved with the

integrity of almond and nectar for delightful
Moisturizing
brilliant and sparkling skin. It is likewise braced
Wipes
with vitamins for skin molding and is appropriate
for utilize ideal consistently.

Kara Toning Wipes is improved with Rose and

Toning
Thyme separate that fix the skin and keep up the
Wipes
ordinary adjust

Make Up Kara Make-Up Removal Wipes are improved

Removal with Lavender and Seaweed separates that
Wipes evacuates the make-up in only one swipe.

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 Michael Porter’s Five Forces Model

Figure 1 Michael Porter's 5 Force model

 Threat of New Entrance:

Wet wipes grandstand was overlooked earlier however as a result of section of gigantic players like
Johnson and Johnson and Aditya Birla gathering, even little firms are coming into the market. In like way
claim to fame markets, wet wipes publicize has unprecedented capacity of improvement. Exactly when
Aditya Birla Group went with its remedial wipes go and no other association's wipes were available in the
market and the association was getting a charge out of a limiting framework. The circumstance has
changed, now the resistance is open in the market. The genuine hazard is wipes like
Origami,Uzana,Little's,Mammy poko ,Himalya are open in the market. These associations are giving high
edges to the retailers and providing for the customer expecting practically zero exertion. So the thing
esteem adaptability is affected by substitute things. New members are coming to get and increase the bit of
the pie which is extending the opposition.

 Threat of Substitute:

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 There are many substitute of this item. A few has coordinate rivalry of the item, for example, less
expensive Chinese wipes, wipes of Johnson and Johnson, Himalaya and so forth. Some are aberrant
contender of Kara, for example, hanky, towel, tissue paper and so forth.
 Bargaining Power of Suppliers:

The fundamental crude material utilized as a part of making wipe is Viscose Staple Fiber (VSF), which is
generally produced by the cellulose division of Aditya Birla Group. Aditya Birla Group pitches Viscose
Staple Fibre to such a variety of local and universal organizations those utilization this VSF in making of
wipes and different items. Wet wipes producer, bartering energy of provider is high because of sole
provider of VSF. If there should be an occurrence of Kara it is made by Birla Cellulose and advertised by
Future Consumer Enterprise Limited.

 Bargaining Power of Customers:

Being accessibility of various variations of wet wipes of various organizations, for example, Johnson and
Johnson, Origami, Himalaya, Kara, Good Look and changed Chinese organizations, wipes advertise
resembles purchasers' market as opposed to venders' market. Presently, clients have extensive variety of
decision of item and have energy to impact the cost of the item.

 SWOT analysis of Kara

Strengths
1. Under the lead of surely understood Future Group.
2. Segmentation of particular wipes for particular reason
3. Availability of every eight variations which is most extreme number of variations contrast with its
rivals
4. Alcohol free item
5. Convenient for clients to use in occupied and any circumstances
6. Superior Quality
7. 100% Natural, hygienic and Biodegradable product
8. Dermatological Safe

Weakness

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 1. KARA hasn't been spending much on promotion which prompts low level of mindfulness in rustic
market like Mandi, Kullu, Manali

2. No foundation in Mandi deterrent in operation

3. Retailers have less edge when contrasted with different brands.

4. Comparatively high cost

5. Irregular follow-up by the business delegate is preventing the deals to go up.

Opportunity
1. Himachal Pradesh is known for its scenic beauty and where many people came to visit its hill stations
cities like Mandi, Shimla Manali. Kara can directly make business with hotel and travel companies to
provide wet wipes to their customers.
2. Restaurants can give KARA wet wipe to their clients for refreshment.
3. Beauty Parlor – Opportunity turned out for Kara is reviving wipes and cosmetics expulsion could be
utilized as a part of magnificence parlor operations like facial, cosmetics, purging, body spa, knead and
so on could increase the value of client and in some of operation, they could charge more from clients.
KARA can target nearby marked excellence parlors.

4. Gyms – KARA could be use in GYM for refreshment motivation .

5. People are step by step getting to know the western idea of wet wipes.

Threats
1. Stiff rivalry from less expensive Chinese wipes.
2. In urban range idea of wet wipes is built up however for country territory it is new idea.
3. High level of rivalry from fundamental adversaries like Johnson and Johnson, Himalaya,
Origami,Little's,Mammy Poko wet wipes organizations

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 Chapter 2
Job Description

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 JOB DESCRIPTION

1.4 Summer Internship Profile:

Project Title Factors affecting buyer behaviour of KARA wet

wipes in mandi ,HP
Designation Management Trainee
Duration 8 weeks
Industry Mentor Mr Inderpreet Sodhi (Regional North Manager)
Location Mandi , Himachal Pradesh

Future Consumer Enterprise Limited offered internship program with its wet wipes, sanitizer & NPR wipes
business. During my SIP I have learned about their channel business management, Modern trade
management & marketing research respectively, I have done market research for the factors which were
affecting buyer behaviour for wet wipes in mandi.

1) Channel Management:

In this profile I was required to manage the channel business with number of channel partners and sales
team for a particular area. I was required to analyze the market current scenario, competitors’ activities and
the internal data to plan, suggest and implement the policies and actions and also increase the depth and
width of the distribution.

 1 Level distribution Channel: It comprises of

Producer------Wholesalers------Consumers

 2 Level distribution Channel: It comprises of

Producer-------Wholesaler-----Retailer-----Consumer

 3 Level distribution Channel: It Comprises of

Producer----Merchant----Wholesaler----Retailer----Consumer

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I was responsible for managing 1 level ,2 level distribution channel . During my summer project, I was
responsible for visiting and carrying out activities for the channel management for all the outlets of Mandi
its
nearby town Kullu, Manali, Sundernagar and Nerchowk,

2) Modern Trade Management:

In this profile I was required to cover the modern trade in specific area or MT chain like malls, Max, big
bazaar store & to ensure the visibility and availability of each and every. SKU in all the modern trade
stores. Boost the sales of particular modern trade store or chain spending time with the consumer walks
there in. I was also responsible for merchandising of KARA wipes.
As I was, doing my internship in Mandi, Himachal Pradesh that is small town. In Mandi,only 5-8 modern
outlets are considered , which were having good space and infrastructure.

3) Market Research:

In this profile, I was required to plan, organize and handle the brand promotion and consumer activities to
make them aware of the brand and product & in result be able to analyze the consumer trend and needs.
As my project on the profile of factors affecting buyer behavior. I have done research work for
understanding the importance of the market research. I have to ask respondent to fill up a questionnaire
thus fulfilling the given objective. I choose place like main market of Mandi, Good retail outlets where I
had to intercept respondent and request them to take part in the research, sample size was 69, which
includes both online, and offline

1.5 Job Tasks:

My Job tasks included the following:

1. Giving product description to retailers, consumers for increasing awareness

2. Identifying customer trend, perception for Kara wipes & planning promotion activities as per
requirement.
3. Negotiating prices , giving different schemes as per order variation

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 4. Managing inventory levels of Kara wipes, NPR wipes & hand sanitizer
5. Making order statement for the distributor for every month
6. To increase awareness via free sampling using banner stand roll up, canopy
7. Establishing and maintaining interpersonal relationships with retailers and distributors

8. Preparation of daily reports to be communicated to the mentor

9. Gather customer and product information to determine customer needs process sales

1.6 Detail introduction of topic:

“Factors affecting buyer behaviour of KARA wet wipes in Mandi, Himachal Pradesh”

Market Research:

Main purpose of this study is to fulfil the following objectives:

 To identify the factors which lead to purchase of a product

 To analyze the consumer behavior and perception related to KARA wipes
 To highlight the most important factor which affects buyer behavior
 To decide how much showcasing factors are related

1.7 Literature Review:

 QUALITY:

According to my research, I found out that most consumers like the “product quality” after they
purchased their desired packaged products. Based on those facts, we can not say there is a 100% equal
relationship between good package and good product quality, but there is a positive thinking and trend
about well-designed package shows high product quality. As a matter of fact, people are becoming more
and more demanding; packaging has been gradually shown his important role in a way to serving consumer
by providing information and delivering functions. With its different functionality to ease and to

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communicate with consumers, there is no doubt about increasingly important role of packaging as a
strategic tool to attract consumers’ attention and their perception on the product quality. (Parmar, 2012)

 PRICE:

The rural consumers are known to earn low income, have low level of literacy, low level of brand
awareness, asymmetric information, inadequate communication and transportation facilities. The Rural
markets and sub-urban markets are now expanding in Kerala with ever greater penetration index, as the
growth seems stunted in the urban markets. In this study, Rural & suburban areas of Ernakulam with a
sample size of 100 respondents. The study intends to identify the level of influence of various factors on the
purchase of FMCG products-soaps &detergents among the rural/ semi urban consumers. The study
emphasized that rural consumers gave more importance to the “price of the FMCG-personal care
brands” they bought rather than the normative influences or social appeal vide celebrity endorsements in
the mass media. (N, 2014)

 MOTIVATION:

The findings suggest that variables under factors like reliability and product attributes plays a very
important role for this low income and price conscious set of respondents. The consumers largely remain
brand loyal. A considerable portion of monthly income is spent on buying grocery (including FMCG
products). Promotions and offers have considerable “impact on larger household and young adults”. At
the same time where they are buying generic products, they nourish aspiration value for branded products
which remains restricted due to lack of money. (srivastava, 2013).

 PRICE & PACKAGING:

The study is done to identify the factors affecting buying decisions of rural consumers and whether
importance of these factors varies with age and income of respondents. “The factors taken into
consideration by the rural consumers for purchasing a commodity are price, quality, warranty,

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advertisement, brand, friend’s recommendations, family members recommendation and packaging.”
It was found that factors have an impact on rural consumer and it varies with age and income. Importance
of all factors in buying behaviour of rural consumer found increasing trend with increase in their age and
income. The effect of price and quality on buying behaviour of rural consumer increases significantly with
increase in age and income. Advertisement and brand of products found significantly very important to
high income rural consumers than lower income consumers. Friends and family members’
recommendations had significantly more impact on buying decisions of lower income consumers than high
income consumers. Packaging had significantly more impact on buying decision of lower income
consumers than high income consumers. (Korath, 2016)

Chapter 3
Research Methodology

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Jaipuria Institute of Management Page 23
 RESEARCH METHODOLOGY

My research topic is “Factors Affecting Buyer Behaviour of Kara wet wipes in Mandi,

In my research report survey and observation both method have been used to identify the perception of the
consumers, observation method has been used for the retailer and for consumes survey method used to
collect relevant information.
In my research, descriptive research design is used. The major objective of descriptive research is to
describe something, usually market characteristics or functions.

Scaling
In my research project nominal, ordinal and ratio scale was used. In some questions only labels was given
to the responses and some of the questions were scored on five point Likert scale to collect information
about the importance and significance of different variables to meet the objectives.

Sampling Method & Sample Size:

In my research project, non-probability sampling technique (convenience) is used and the total sample size
will be 69.

Table 3 : Sampling Design

Sampling techniques Convenience sampling

Sample size 69

Sample unit Prospective Consumers who purchase wet wipes

Method Observation and Survey through Structured Questionnaire

Statistical Tool SPSS software, Factor Loading, Cronbach Reliability Analysis

Area of survey Mandi, Himachal Pradesh

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Data collection:

In my research project data is collected both primary and secondary data collection method. For primary
data collection, I have interacted with the retailers and consumers through observation method and survey
was done by structured questionnaire
For secondary data collection, I have looked into company’s annual report, internet sources, population,
income, gender ratio data within Mandi, Kullu district of Himachal Pradesh.

Hypothesis

1. H0: There is no significant association of the quality of wipes and motivation of purchase decision of
consumers.

H1: There is a significant association of the quality of wipes and motivation of purchase decision of
consumers.

2. H0: There is no significant association between price of wipes and motivation of purchase decision of
consumers.

H1: There is a significant association between price of wipes and motivation of purchase decision of
consumers.

3. H0: There is no significant association between advertisement activities and motivation of purchase
decision of consumers.

H1: There is a significant association between advertisement activities and purchase decision of a
consumer

4. H0: There is no significant association between packaging and motivation of purchase decision of
consumers.

H1: There is a significant association between packaging and motivation of purchase decision of
consumers.

5. H0: There is no significant association between offers and motivation of purchase decision of
consumers.

H1: There is significant association between offers and motivation of purchase decision of consumers.

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 Chapter 4
Analysis of Job done

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 ANALYSIS OF JOB DONE

4.1 Analysis of Channel & modern trade management:

 As I have been doing internship for 60 days in Mandi and I was managing distribution channel, doing
sales work and promoting Kara. I have also done sampling activities for brand Kara in the markets of
Mandi.

 During my project I came across so many problem faced by the retailers as well as distributor, I came
to know the actual Market share of Kara wet wipes, consumer awareness about the product, how
marketing communication activities done by the Company’s representative in the markets what is
sales happening in the market.

 As I was working in the rural area so people of these are not habit of using these product. Now as my
target is to increase the “visibility and availability” of Kara in as many shops as possible and increase
the awareness of the product those who are not using it.

 I have to also analyze the competitor activities done in the markets of Mandi Kullu and its nearby
towns. For encountering the problems I have visited more than 70 stores of Mandi,Nerchowk and
Sundernagar. I have found that Kara wet wipes is only available 4-5 shops and those shops were also
not carry a sufficient stock of Kara wet wipes

 When I have found that Kara is available only 4-5 shop next job is to increase the number of outlets
for Kara during my visit I was able to book order of more than 1500 units amounted to Rs more than
Rs 65000 in all different SKUs of Kara wet wipes.

 I have also increase the number of shops and retail outlet where consumer can purchase Kara wipes.
From 4-5 shops to 25 shops I have increase number of retail outlets.
For retaining these stores FCEL have to work accordingly to keep that store in touch and maintain
relationship with these shops to future sales.

 Daily sales visits in the market should be done to maintain the sales and relationship with the retailer
and distributor. Because from past 2 years product is not available for many shops and losing their
market share because of many reasons like non- availability, competition from local wipes and
Chinese wipes gives low margins for retailers and no promotion activities impacted their brand image.

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 Therefore, FCEL should have to focus in these things. Maintaining relationships is very important with
distribution channel and communication gap should not be there in the market because retailers loses
trust on the companies policies and brand and that costs is too much for the company.
 FCEL’s pricing strategy for brand Kara is good because the advantage of Kara is that it is quality
product and there is no other wipes available in the market who provide the same quality as provided
by Kara.

 FCEL should have to focus on the promotion activities like advertisement and personal selling
extensively to make brand visible and available in the product. In the market of Mandi, Kullu during
the end of the internship time canopy was given to us for doing sampling at retail shops .
 FCEL can also work towards the motivation of distributor and retailers because of the competition
other companies provides higher margins and good schemes to the retailers in the market and regular
visits of their employees help in building relationship with them so this area can also be improved by
the company for effective management of the channel.
 FCEL should focus on the rural market for develop a market for Kara and their other brands like Tasty
Treat and Care mate because the scope in this rural area is very vast and relationship helps in
increasing brand awareness.

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 4.2 Analysis of Market research:

Table 4: Demographic variables (Gender & Age)

Std.
N Range Minimum Maximum Mean Deviation
What is your gender? 69 1.00 1.00 2.00 1.8261 .38181

Male 12 17.4%

Female 57 82.6%

What is your Age? 69 2 1 3 1.94 .338

19 or less 6 8.7%

20-29 61 88.4%

30-40 2 2.9%

There are two demographic variables in questionnaire that is “Gender & Age”. The Sample Size is of 69
respondent in which Male & Female are 17.4% ,82.6% respectively . The age criteria in “between 20-29
has the highest percentage of respondent with 88.4%” followed by 19 or less & 30-40 years of age of
respondents.

Table 5: Wet Wipes usage

Do you use wet wipes ?

Frequency Percent Valid Percent Cumulative Percent

Yes 57 82.6 82.6 82.6

Valid No 12 17.4 17.4 100.0

Total 69 100.0 100.0

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The Above Statics shows that out of 69 respondents only “82.6% respondents use wipes” and rest 17.4%
don’t use it ,which shows the organization can grow more by implementing awareness programme among
consumers.

Table 6: Which brand of wet wipes are you aware of?

Frequency Percent
Valid johanson & johnson baby 14 20.3
wipes

little's baby wipes 1 1.4

zuci wipes 3 4.3

dettol wipes 1 1.4
KARA wipes 45 65.2
himalya baby wipes 5 7.2

Total 69 100.0

The Above Statics shows that out of 69 respondents “65.2 % recognize KARA wipes” followed by Johnson
& Johnson with 20.3% .In this we could see that Himalaya wipes are being recognized more with respect
to that of the Chinese wipes ZUCI .

Table 7: Which brand wipes do you mostly use?

Frequency Percent
Valid johnson & johnson 27 39.1
Baby wipes

litlles baby wipes 3 4.3

Dettol wipes 2 2.9

KARA wipes 28 40.6

Himalaya wipes 5 7.2

others 4 5.8
Total 69 100.0

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The Above Statics shows that out of 69 respondents “40.6% respondents have used KARA wipes” and
39.1% have used Johnson & Johnson wipes. Both Brands are being equally recognized and used by
consumers, so KARA needs to “differentiate itself from other brands by positioning itself different from
other respective brands”.

Table 8: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .665

Approx. Chi-Square 445.251

Bartlett's Test of Sphericity df 136

Sig. .000

Kaiser-Meyer-Olkin (KMO) Test is a measure of how suited your data is for Factor Analysis. The test
measures sampling adequacy for each variable in the model and for the complete model. The statistic is a
measure of the proportion of variance among variables that might be common variance.
The KMO coefficient is above our benchmark, 0.45 hence it is reliable.

Table 9: Factor Analysis result

Factor Variance
Loading Eigen Value Explained
4.812 14.869
Packaging
Packaging of wipes is an .826
important factor for purchasing?
The wipes should be available .697
in more than one variant?
The wipes should have different .669
feature for different skin tone?

The packaging of the wipes .567

should be attractive?
Motivation 2.163 14.475
Wipes purchase is done on .810
known one recommendation?
Advertisement should be done .713
of wipes?

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 Brand loyalty is kept in mind .576
while purchasing wipes?
Quality 1.710 13.229
The quality of wipes should be .576
described well?
I prefer Quality over price for .809
wipes usage?
Wipes should be available in .653
different quantity?
I prefer Price over quality for -.604
wipes usage?
Price 1.510 12.538
I prefer to purchase wipes .794
having low price ?
I purchase wipes only when .653
needed?

Celebrity endorsement is must .536

for wipes?

Offers 1.118 11.435

We purchase any wipes present .769
on display?
We ;purchase wipes on offers? .673
Shopkeeper's recommendation
play an important role while
purchasing wipes?

 Factor analysis is a statistical method used to describe variability among observed,

correlated variables in terms of a potentially lower number of unobserved variables called factors.
 Exploratory factor analysis was conducted on 17 variables using principal component analysis with
varimax rotation method. Eigen value ‘greater than 1’ was considered as a cut off point for the
number of factors extracted. The result indicated KMO statistics value of 0.665 and Barlett's test of
Sphericity was significant (0.000), which indicated appropriateness of extracted variable for factor
analysis. The analysis eventually resulted in the selection of 5 factors. The factors explained a total
of 17 variables or items which form 68.49 percent of the total variance explained by the model.
The rotated component matrix was used, using 0.45 as cut off point for factor loading for naming
the factors.

We have applied the factor loading in the questionnaire on the questions which are on likert scale
.From the above statistics, we have got five categories “Packaging, Motivation , Quality , Price &
Offers” Respectively.

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 Table 10: Reliability Analysis Of Factors Extracted

Factor Item Number Mean Value Cronbach's Alpha Value

F1-Packaging 4 4.058 0.765

F2-Motivation 3 3.647 0.61
F3-Quality 3 4.121 0.698
F4-Price 3 3.087 0.623
F5-Offers 2 2.725 0.589

 Cronbach's alpha is the most common measure of internal consistency ("reliability"). It is most
commonly used when you have multiple Likert questions in a survey/questionnaire that form a scale
and you wish to determine if the scale is reliable.

 In this we can see that each of the factor is having value above 0.60, which shows that our scale is
reliable .The mean value of the quality (4.121) is higher than that of packaging(4.058) which shows
that “respondent preferred quality more as an important aspect while purchasing wipes ”.

Table 11: Regression on Factors

Model R R Square Adjusted R Std. Error of Change

Square the Estimate Statistics
R Square F Change df1 df2 Sig. F
Change
Change
Motivation(DV) 0.34198283 0.116952258 0.10377244 0.619144201 0.11695226 8.873587328 1 67 0.004
&Price(IV)
Motivation(DV) 0.34063997 0.116035586 0.10284209 0.619465478 0.11603559 8.79490636 1 67 0.004
&Quality(IV)
Motivation(DV) 0.16371009 0.026800994 0.01227564 0.649980827 0.02680099 1.845117566 1 67 0.179
&Offers(IV)
Motivation(DV) 0.28182435 0.079424962 0.06568504 0.632163351 0.07942496 5.780596093 1 67 0.019
&Packaging(IV)

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 We have considered four models in which we have taken Motivation to purchase wipes as DV and
price, quality offers, packaging of wipes as Independent Variable .From the above statics ”R value
table”, we can see that there is “high correlation between motivation & price with 34.1%” followed
by quality and packaging with 34%, 28.18% respectively.

Table 12: Coefficient table

Model Unstandardized Standardized t Sig.

Coefficients Coefficients

Std. Error Beta

1 (Constant) 2.77 0.30 9.15 0.00000

F4Price 0.28 0.09 0.34 2.97 0.0040

2 (Constant) 2.33 0.44 5.20 0.000002

F3Quality 0.31 0.10 0.34 2.96 0.004
3 (Constant) 3.34 0.23 14.39 0.000000

F5Offers 0.10 0.08 0.16 1.35 0.17

4 (Constant) 2.69 0.40 6.70 0.000000
F1Packaging 0.24 0.10 0.28 2.40 0.018

 From the above statics we can see that price, quality, packaging have a significant relation over the
motivation of buyers to purchase wipes. But the “offers do not have a significant relation” with the
motivation factors.
 From the coefficient matrix also it is clear that “price, quality, packaging is having a direct and
positive relation” with the above factors except offers which is not having a significant relation with
the motivation of buyers.

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Hence from the above study, I have concluded following:

 From table 4, we can see that out of 69 respondents in which Male & Female are 17.4%, 82.6%
respectively. The age criteria in “between 20-29 has the highest percentage of respondent with
88.4%” followed by 19 or less & 30-40 years of age of respondents.

 From table 5, we can see out of 69 respondents only “82.6% respondents use wipes” and rest 17.4%
don’t use it, which shows the organization can grow more by implementing awareness programme,
to target new consumers.

 From table 6, we can see out of 69 respondents “65.2 % recognize KARA wipes” followed by Johnson
& Johnson with 20.3%. In this we could see that Himalaya wipes are being recognized more with
respect to that of the Chinese wipes ZUCI

 From table 7, we can see out of 69 respondents “40.6% respondents have used KARA wipes” and
39.1% have used Johnson & Johnson wipes. Both Brands are being equally recognized and used by
consumers, so KARA needs to “differentiate itself from other brands by positioning itself different
from other respective brands”.

 From table 8, we can see that “KMO coefficient is 0.665”, which is above our benchmark 0.45, hence
the data suited your data is for Factor Analysis.

 From table 10, we can infer that each of the factor is having Cronbach’s alpha value above 0.60
,which shows that our scale is reliable .The mean value of the quality(4.121) is higher than that of
packaging(4.058) which shows that “respondent preferred price & quality both marginally equal but
preferred quality more important aspect while purchasing wipes”.

 From table 11 by comparing four models, in which we have taken Motivation to purchase wipes as
DV and price, quality offers, packaging of wipes as Independent Variable .From the above statics ”R
value table”, we can see that there is “high correlation between motivation & price with 34.1%”
followed by quality and packaging with 34%, 28.18% respectively.

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  From table 11, we can see that price, quality, packaging have a significant relation over the
motivation of buyers to purchase wipes. But the “offers do not have a significant relation” as it is
not having significant value (0.17), which is greater than 0.05 &0.10 level of confidence with the
motivation factors.

 From table11, it is clear that “price, quality, packaging is having a direct and positive relation” with
the above factors except offers which is not having a significant relation with the motivation of
buyers.

 Now from the study and analysis we have the following hypothesis:

1. H1: There is a significant association of the quality of wipes and motivation of purchase decision of
consumers.

2. H1: There is a significant association between price of wipes and motivation of purchase decision of
consumers.

3. H1: There is a significant association between packaging and motivation of purchase decision of
consumers.

4. H0: There is no significant association between offers and motivation of purchase decision of
consumers.

Hence from the above study it can be concluded that Price, Quality & packaging of wet wipes plays a
vital role in motivating buyers to purchase wipes and hence company should focus more on pricing
strategy and should display more specification on packaging ,so that these factor motivates consumer
to purchase wipes in order to penetrate more into market and into buyer mind.

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 Chapter 5
Learning outcomes & Recommendations

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 LEARNING OUTCOMES & RECOMMENDATIONS

5.1 Learning outcomes:

 I learned about the various aspects of management in the areas of Marketing, Sales, and Finance &
Operations.
 I understood that the cost control is very important when you are in company. Because nowadays
margin are decreasing and competition are increasing to cope with that situation cost control is
always a better option for companies and always Television Advertisement cannot be done to make
brand awareness.
 I also learned that how promotion strategies help businesses to grow and build awareness about
product and various ways of promoting the product or brand.
 I also understood the 4 P’s of marketing. In market Product, Price, Place & promotion are very
important to market a brand or a company and maintain good relation with customer as well as
channel members.
 I also understood that the in order to ensure high profits, company is also making efforts to reduce
operating expenses.
 From the overall study of the project, it was concluded that the buyer behaviour is influenced by
many factors but most important it is being affected by Packaging of product, Pricing of product,
Quality of product are the factors which enables the motivation of consumers to purchase the product
most significantly.
 The Price & quality are the foremost important factors for consumers whereas offers doesn’t play
significant role while purchasing wipes.

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 The consumers tend to me more specific and would not accept a low-end quality product for personal
care. Hence the KARA should focus on its pricing and quality strategies in order to penetrate more
market.
 The firm is able to increase sales, build markets in the rural area of Himachal Pradesh as well as other
markets if they keenly focus on their sales team, and manage its channel partners effectively. Brand
like Kara has its own strong image in the market and its quality is incomparable.
 FCEL has to focus to build strong market for Kara because Kara is a product, which helps company
to grow, and its other brands like Care mate and Tasty Treat to make an entrance in the rural market.
 Kara is category leader in wet wipes market and though it has facing tough competition from
Johnson & Johnson, Himalaya & local wet wipes companies, it has strong brand image, which has to
maintain by doing promotion activities. Branding is essential for the personal care segment so FCEL
should do advertisement on print media, posters, hoardings and Display ads. It is very effective and
Saves Company’s cost.
 Availability is the major factor, which is highlighted by the retailer as well as consumers. It is very
difficult to find Kara wipes in different store like cosmetic, general and medical stores so company
should target these stores and focus on placement of the product in these stores.
 As majorly, women purchased wet wipes products so there is huge opportunity to target males and
influence them to buy wet wipes products.

5.2Recomendations:

 There should be introduction of Puretta baby cleansing wipes in Mandi, as it would directly
differentiate between adult wipes & baby wipes alternative being used by consumers.
 There should be proper product description with a brochure through which retailer could easily
identify different variants of KARA wipes.
 Regular beats & feedback from retailers, so that there should be proper follow-up.
 Delivery of stock in time, as delay in delivery increases churning rate of consumers to other brands.
 There should be some schemes for consumers as it attracts consumers.
 There is huge competition from the Johnson & Johnson, Himalaya & Chinese wipes so it requires
doing aggressive advertising, campaigns, and samplings at the beginning of summer season, so that
product should create awareness at right time and push the sale.
 Activities and promotions at local markets & IIT Mandi and any festival to attract more and more
customers
 At low budget, company can place KARA danglers in concerned retailers. Dangles are very effective
marketing communication as it makes customer’s eyes to see on hanging dangles. Even at low budget

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 company can stick the KARA tape to rakes where product is placed that can increase the awareness of
product.
 As television advertisement’s cost is too high so extensive advertisement on hoarding, brochures
should be done and these can be placed in the retail outlets and local markets
 Kara is a product that can be easily understood & adapted by the youth & the admission season in IIT
Mandi & Medical College Near Nerchowk. Admission starts from May-June at the time of admission
we can appoint at least with 2 employees with a canopy & with a few samples outside the colleges this
will definitely help to spread the awareness about the product amongst the youngsters
 Company should acknowledge the customers that the company is charging high prices because of its
high-quality material unlike of other brands and also educate that compromise in quality of fibre can
harm the skin through different media sources.
 There’s a huge demand for the product among the “new-generation working women” as they prefer
handy products for convenient and easy accessibility. So, focusing on the right consumer group is
necessary.
 Hotels industry is very big in Kullu, Mandi & Manali because of tourist place. Demand of wet wipes is
high in hotels so we can work with these business partners.

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 Annexure

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 Questionnaire

The purpose of this survey is to examine the overall satisfaction of customer from Wet Wipes ,
based on factors, such as Reliability,Promotion,Product & Economic Attributes.

* Required

1. What is your name? *

2. What is your gender? *

Male
Female

3. What is your Mobile number (In case we

need to contact you)

4. What is your email address? (in case we

need to contact you)

5. What is your age?

*

19 or less
20-29
30-40
40 and above

Other:

6. Do you use Wet wipes? *

Yes
No

Other:

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 7. Which brand of wet wipes are you aware of?

johnson & Johnson baby wipes

Littles baby wipes
Zuci wipes
Dettol wipes
KARA wipes
MAC wipes
Himalaya Baby wipes

Other:

8. Which brand wipes do you mostly use?

johnson & Johnson baby wipes

Littles baby wipes
Zuci wipes
Dettol wipes
KARA wipes
MAC wipes
Himalaya Baby wipes

Other:

9. What is the best alternative for wet wipes ?

Handkerchief
Tissues
Prefer washing face with water

Other:

10. What is basic purpose for using wet wipes?

Face cleaning
For moisturising skin
Protection from sunburn
For Face toning
For deep pore cleansing
For Makeup removal

Other:

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 11. When do you use wipes mostly?

At home
During travel
During shopping
Only while going for holidays

Other:

12. What is the most important aspect you check while purchasing wet wipes?

Quality
Price
Quantity
Offers
Discounts

Other:

13. If you have used the product how often have you used it? *

several times a day

once a day
few times a week
once a week
few times a month
once a month
less often than once a month

14. If you have used Wet wipes, how do you know about Wet wipes? *

Seen in advertisement
Seen in store
Have held product but never used it

Other:

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 15. Kindly Choose option according to your view point on wipes. *

Strongl y Strongl y
Disagree Neutral Agree
Disagr ee Agree
The packaging of wipes should
be attractive
The wipes should have different
features for different skin tone
The wipes should be available
in more than one vairant
Packaging of wipes is an
important factor for purchasing.
The quality of wipes should be
described.
Wipes should be available in
different quantity.
Shopkeeper's recommendation
plays an important role while
purchasing wipes
Wipes purchase is done on
known One Recomendation
Brand loyality is kept in mind
while purchasing wipes
We purchase any wipes present
on display
we purchase wipes on offers.
celebrity endorsement is must
for wipes .
Advertisement should be done
of wipes
I purchase wipes only when
needed
I prefer to purchase wipes
having low price
I Prefer Quality over price for
wipes usage
I prefer Price over Quality for
wipes usage

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 Product Mix of KARA

Hand Sanitizer & NPR

wipes

30 wipes for different

variants

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 10 Wipes for different
variants

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  SALES PROMOTION:

Sales Promotion in
Mandi Market

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 SALES PROMOTION IN
BHOOTNATH MARKET

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 Bibliography

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http://www.karawipes.com/

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