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A STUDY ON CONSUMER PREFERENCE AND SATISFACTION TOWARDS BATH

SOAP IN MADURAI DISTRICT

Article · July 2020

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A STUDY ON CONSUMER PREFERENCE AND SATISFACTION TOWARDS BATH
SOAP IN MADURAI DISTRICT.

V.ALAGUPANDIAN, FACULTY MEMBER, INSTITUTE OF COOPERATIVE

MANAGEMENT, MADURAI. Email id – harialagu@gmail.com
Dr.N.SELVARAJ, ASSISTANT PROFESSOR OF COMMERCE, SN COLLEGE, MADURAI.

ABSTRACT

This paper has concentrated its attention the consumer’s preference and satisfactions
towards the bath soap products in Madurai city and furthermore it has concentrated on the
buying habits of the consumers. The findings system direct outcomes of study as the study
portray the consumer’s preference towards product of the consumer .the findings system direct
outcome of study. As the study depict the consumer’s preference towards product of the
consumer. I have gained abroad knowledge during this analysis .I hope this survey experience
will be a step to develop my bearer in future.

INTRODUCTION

Among the consumer products aggressively advertised, bath soap’s are in the top of the
list. Although, a bath soaps basic function is to clean the body, the advertisements confer exotic
qualities to it. Soap is a salt of a fatty acid. Soaps are mainly used as bathing, and cleaning, but
they are also used in textile spinning and are important components of lubricants. Soaps for
cleansing are obtained by treating vegetable or animal oils and fats with a strongly alkaline
solution. Fats and oils are composed of triglycerides; three molecules of fatty acids are attached o
a single molecule of glycerol. The alkaline solution, which is often called lye (despite the fact
that the expression "lye cleanser" alludes solely to cleansers made with sodium hydroxide),
brings about a the chemical reaction known as soap signification. In this reaction, the triglyceride
fats are first hydrolyzed into free fatty acids, and then these combine with the alkali to form
crude soap, an amalgam of various soap salts, excess fat or alkali, water, and liberated glycerol
(glycerin). The glycerin is a useful by-product, which can be left in the soap product as a
softening agent, or isolated for other uses.

REVIEW OF LITERATURE

JOHN R. DILLON (1991) Discussed different determinants of customer conduct, for

example, Income, age, sex, religion, and other financial foundation and he arrived at a resolution
that the customers were clear in their decision. Chosen in their investigation on shopper
inclination of beauty care products that the customers 'consideration would be on the cost and
utility of the products.

RUSSO AND FRANCE (1994) Studied the idea of the decision procedure for regularly
obtained on durables by following eye obsessions in a research centre re-enactment of grocery
store racks. The discoveries are completely good with the general view that the decision
procedure is built to adjust to the prompt buy condition. While portraying abouts shopping
direction.

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 PRASHANT MISHRA (1996) To have an inside and out comprehension of Indian customer,
and to dissect the components affecting his buy choices, one needs to lead contemplates in
connection to his condition, his segment factors, culture, and level of presentation. In this
background, some significant investigations led in the zones of shopper conduct and recognition
in connection to non strong merchandise and FMCG in India are quickly evaluated. It is seen that
uplifting frame of mind of shopper towards promoting of a specific brand is extremely valuable
in buying that brand .

OBJECTIVES OF THE STUDY

❖ To study the consumer preference towards toilet soap in Madurai City.
❖ To offer sound recommendations on the basis of findings of the study.

For the purpose of the survey,

METHODOLOGY

The study is purely based on the secondary data only. The data required for the study are
collected from a structured interview schedule was prepared and distributed to the consumers to
study the satisfaction of bath soap in Madurai city. 90 respondents were selected through
convenient random sampling method.

Period of study
The primary data for the study are collected during the month of December 2019. The secondary
data are collected through internet, journals and magazines during the period.
Collecting Data
For collecting the primary data from the 90 sample respondents, the interview schedule is used in
the study area. The Interview Schedule is quite informal and administrated to the respondents.
The respondents filled the answers of the various questions through personal direct method with
the respondents.
PLAN OF ANALYSIS
The researcher has used the statistical tools like Garrett’s Ranking And Likert’s Scaling
Technique for analyzing the data.

TYPES OF SOAP
❖ Beauty soap
❖ Health soap
❖ Complexion soap
❖ Deodorant soap
❖ Freshness soap
❖ Baby soap
❖ Herbal or medicinal soap

TOTAL FATTY MATTER (TFM)

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 Soaps are granted in terms of total fatty matter or TFM. Bureau of Indian standards (BIS)
has categorized bath or toilet terial soaps. The soaps as ‘normal’, baby, transparent, and
antibacterial soaps. The last three are called specialty soaps targeted to specific users. Toilet soap
is a cosmetic by law and it must fulfill the relevant Indian standard.
T.F.M or total fatty matter is a measure for identifying the amount of Fatty matter present
in soaps. TFM of a sample of soap can be determined as follows. A known weight of the soap is
dissolved in water and solution is treated with dilute sulpharic acid. The soap decomposes to
sodium sulphates and fatty acids. The fatty acids so formed can be estimated. From this TFM can
be calculated on the basis TFM, bath can be classified into three grades.
 Transparent soap
 Baby soap
 Medicinal soap
BATH SOAP FOR ALL SKIN TYPES
Owing to our rich industrial experience, we are offering superior quality Bath Soap for All
Skin Types such as
i. Spa Soap
ii. Herbal Soap and
iii. Aloe Vera Soap.
These soaps are processed using natural extracts under the supervision of our quality experts
who maintain optimum hygienic level. Offered soaps are tested on several parameters by our
quality experts. These soaps are known for purity, high effectiveness, long shelf life and low
liquidate property. We offer these soaps in different pack sizes as per the requirements of
clients.
Spa Soap
With the help of our experienced professionals, we are able to process and supply premium
quality Spa Soap. Carefully processed by our experts using natural ingredients, this soap is
free from any harsh chemicals or petroleum-based ingredients. The offered soap gently
cleanses & moisturizes skin and helps in retaining skin's natural beauty. Our spa soap is
extensively demanded in resorts, massage & spa centers, etc.
Herbal Soap
We are a remarkable entity, engaged in offering our clients natural Herbal Soaps. These soaps
are widely demanded by our customers owing to their natural composition, purity, long
lasting fragrance and excellent cleansing ability. Offered soaps are processed in compliance
with international quality standards using natural extracts. These soaps effectively remove
access oil and dead cells from the skin and prevent the growth of pimples and acne.
Aloe Vera Soap
Leveraging on our advanced processing unit, we are offering the finest quality Aloe Vera
Soap. This soap is processed under the supervision of our experts using natural extracts in
adherence with set industry standards. The offered soap has anti-inflammatory and anti-
allergic property, owing to which, it helps in nourishing the skin and makes it soft, supple and
healt.
HOW SOAPS WORKS
Dirt and girm usually adhere to skin, clothing and other surfaces because they are
combined with greases and oils –body oil, cooking fats, lubricating greases and a variety of
similar substances- which act a little like sticky glues. Since oils are not miscible with water,

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washing with water alone does little good.
RESULT AND DISCUSSION
CUSTOMER SATISFACTION OF BATH SOAP GARRETTS RANKING
Garrett Ranking is used analyze the Consumer Satisfaction about the bath soap. The
percentage position for the ranks is obtained using the following formula.
Rij−0.5
Percentile Position = 100 Nj
Rij=Rank Given by the factor by individual
Nj=Individuals Ranked
The Ranks Obtained are converted into scores with help of Garrett’s

Table 1
CONSUMER SATISFACTION IN BATH SOAP

S.NO Problems 1 2 3 4 5 Total

1. Selling expired products 15 24 20 16 15 90

2. Unavailability of branded products 18 22 15 13 22 90

3. No home delivery 20 12 16 24 18 90

4. Inconvenient location 25 10 18 20 17 90

5. Others 12 22 21 17 17
90

Total 90 90 90 90 90 90
Source : Primary Data.

(1−0.5) (2−0.5) (3−0.5)

1st Rank = 100 = 10 : 2nd Rank = 100 = 30 : 3rd Rank = 100 = 50 ; 4th
5 5 5
(4−0.5) (5−0.5)
Rank = 100 = 7 0 : 5th Rank = 100 = 90.
5 5

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 TABLE 2
CONSUMER SATISFACTION IN BATH SOAP

S.NO Problems Garrett’s score Rank

1. Selling expired products

49.12 III

2. Unavailability of branded products 53.92 I

3. No home delivery 47.31 IV

4. Inconvenient location 52.27 II

5. Others 46.39 V

Source : Primary Data.

LIKERT’S SCALING TECHNIQUE
A psychometric response scale primarily used in questionnaires to obtain participant’s
preferences or degree of agreement with a statement or set of statements. Likert scales are a
non – comparative scaling technique and are one-dimensional (only measure a single trait) in
nature. Respondents are asked to indicate their level of agreement with a given statement by
way of an ordinal scale.

Variations : Most commonly seen as a 5- point scale ranging from “strong Disagree” on one
end to “Strongly Agree” on the other with “Neither Agree nor Disagree” in the middle;
however, some practitioners advocate the use of 7 and 9 point scales which add additional
granularity. Sometime a 4 point ( or other even – numbered ) scale is used to produce an
impassive (forced choice) measure where no indifferent option is available. Each level on the
scale is assigned a numeric value or coding, usually starting at 1 and incremented by one for
each level.
As 5 point Likert’s scaling technique is used to find out the most influencing factor,
points were given as below:
Highly satisfied – 5 Points, Satisfied - 4 Points, Neutral - 3 Points, Dissatisfied - 2 Points,
Highly Dissatisfied - 1Point .

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 Table 3

D S - HDS -
S. NO Factors HS - 5 S-4 N–3 TOTAL
2 1 RANK
172 44 6 10 8
Quality of
1. 1074 IV
product
860 176 18 20 8
160 50 18 9 3
Reasonable
2. 1075 III
price
800 200 54 18 3
Easily 120 80 21 8 1
3. reachable 1000 VII
location 600 320 63 16 1
Occasional 150 60 20 8 2
4. gift for 1068 V
consumer 750 240 60 16 2
144 40 38 16 2
Advertisement
5. and consumer 1030 VI
awareness
720 160 114 32 4
164 58 17 1 _ I
6. Sales service 1106
820 232 51 2 1
Complaint 165 48 21 3 3
7. and problem 1089 II
solving ability 825 192 63 6 3
Source : Primary Data.
Level of satisfaction towards consumption pattern of bath soap
On the basis of hypotheses framed the following finding were observed:
.
Genders of the respondents have significant relationship with the level of satisfaction towards
consumption pattern of BATH SOAP.

Age of the respondents have significant relationship with the level of satisfaction towards
consumption pattern of BATH SOAP.

Marital status of the respondents has significant relationship with the level of satisfaction
towards consumption pattern of BATH SOAP.

Occupational of the respondents have no significant relationship with the level of satisfaction
towards consumption pattern of BATH SOAP.

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SUGGESTIONS

✓ Dealer should fulfil the consumers’ needs speedily in an effective manner, the Dealer
should be consumers friendly. So that the seller can improve the sales volume to all
type of consumers.

✓ The dealer should be made more effective in providing instructions to the Consumers
to meet the competitors.

✓ Most of the respondents are under the age gathering of 15 -25 years so organisation
should take Efforts to attract other age group people in order to increase their sales.

✓ Most of the respondents are under the salary gathering of over 12000 every month. So
the organisation should take efforts to position their products in this group in order to
increase their sales. As a quality is the first influencing factor of the company has to
focus on quality and improve it for better sales.

✓ The company may give more and more offer and discount to improve the sales.

CONCLUSION
Customers are the king of the market, superiors in an organization and Goose laying Eggs.
Customers’ satisfaction plays a significant role in modern marketing era. Bath Soap is an
important product for the day to day consumption of the Consumers. Nowadays competition
is going on with a flame of advertisement war. Lot of Varieties of soap are being introduced
by several producers. In these competition situations, some soap because evil effects due to a
mixture of chemical compounds. People need quality of soap for which they are ready to have
brand loyalty or switch over from one brand to another. In order to capture the needs of all the
segments of people, the products are introduced in different quantity for perfect quality of
users. So, the soap will definitely bring more market potential for Bath soap.
This investigation has concentrated its attention the consumer’s preference and
satisfactions towards the bath soap products in Madurai city and also it has focused on the
buying habits of the consumers. The findings system direct outcomes of study as the study
portray the consumer’s preference towards product of the consumer .the findings system
direct outcome of study. As the study portray the consumer’s preference towards product of
the consumer.I have gained abroad knowledge during this survey . trust this study experience
will be a will be a step to build up my carrier in future.

BIBLIOGRAPHY

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choice: Moderating role of attribute.
❖ Euro monitor International: Country Market Insight. (2006). Cosmetics and Toiletries
–India, August.

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