“STUDY ON CONSUMERS PERCEPTION AND

PREFERENCE TOWARDS THE SALES PROMOTION

OF RIN DETERGENT PRODUCTS”

Project Report submitted in partial fulfilment for the requirements of

the Degree of
BACHELOR OF COMMERCE WITH PROFESSIONAL ACCOUNTING
Submitted By
KIRUTHIKA S (REG.NO:18BCP0026)
Under the guidance of
MRS.M.SINDHU,
M.COM.,MBA.,M.PHIL.,PHD.,

ESTD:1999
DR.SNS RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE
(AUTONOMOUS)
COIMBATORE-641049
RE-ACCREDITED WITH “A”GRADE BY NAAC
AFFILIATED TO BHARATHIYAR UNIVERSITY
 DECLARATION

I KIRUTHIKA S (Reg.No.18BCP0026) hereby declare that the project entitled “STUDY

ON CONSUMERS PERCEPTION AND PREFERENCE TOWARDS THE
SALES PROMOTION OF RIN DETERGENT PRODUCTS WITH
REFERENCE TO COIMBATORE CITY”, submitted to Bharathiar University, in
partial fulfillment of the requirements for the award of the degree of BACHELOR OF
COMMERCE WITH PROFESSIONAL ACCOUNTING, is a record of original research
work done by me during the academic year 2020-2021, under the supervision and guidance of,
MRS.M.SINDHU,MCOM.,MBA.,MPHIL.,PHD., DR.SNS Rajalakshmi College of Arts and
Science, saravanampatti, Coimbatore – 641 049 and it has not formed the basis for the award
of any Degree/ Diploma/ Associateship/ Fellowship or their similar title to any candidate of any
University.

Place:
Date:

Signature of the Candidate

KIRUTHIKA S
(Reg.No.18BCP0026)
 CERTIFICATE

This is to certify that the project, entitled “STUDY ON

CONSUMERS PERCEPTION AND PREFERENCE

TOWARDS THE SALES PROMOTION OF RIN
DETERGENT PRODUCTS WITH REFERENCE TO
COIMBATORE CITY”, submitted to Bharathiar University, in partial
fulfillment of the requirements for the award of the Degree of BACHELOR
OF COMMERCE WITH PROFESSIONAL ACCOUNTING is a record
of original research work done by KIRUTHIKA S (Reg. No.18BCP0026)
during the period 2020-2021 of his/her study in the Department of
Commerce with PA at DR.SNS RAJALAKSHMI COLLEGE OF ARTS
AND SCIENCE, saravanampatti, Coimbatore – 641 049, under my
supervision and guidance and the dissertation has not formed the basis for
the award of any Degree/ Diploma/ Associateship/ Fellowship or other
similar title to any candidate of any University.

Date:
Place:

Signature of the Guide Head of the Department

Viva voce held on:

External Examiner Internal Examiner

 ACKNOWLEDGEMENT

A project work is the process of experiencing a long way in helping

up a person in his respective profession and a group of kind hearts is behind
its success. So we have taken this golden opportunity to acknowledge those
who molded up this study.

Initially I express my valuable and deep sense of gratitude and

thankfulness goes to my Ever Worthy Managing Director SNS Institutions
who is always caring and dedicated towards the institution.

I sincerely thank our beloved Principal Dr.PREM NAZEER, DR.SNS

Rajalakshmi College of Arts and Science, who add more value to this
training.

I am extremely grateful to the indebted Head of the Department

Dr.K.BRINDHA, DR.SNS Rajalakshmi College of Arts and Science, who
has helped me in arranging this training.

Then gratitude goes to my supportive and encouraging internship Guide,

MRS.M.SINDHU,MCOM.,MBA.,MPHIL.,PHD.,, Assistant Professor,
Department of Commerce with PA, DR.SNS Rajalakshmi College of Arts
and Science, for their support throughout the course of my study and his
timely advice and kind co- operation.

Then my hearty gratitude goes to the honorable FACULTY

MEMBERS of Department of Commerce with PA, DR.SNS Rajalakshmi
College of Arts and Science, for their support extended whenever required.

Last but not the least I take this opportunity to thank the almighty, my Parents and friends for their
encouragement and cooperation.
 CONTENTS

CHAPTER TITLE OF THE CHAPTER PAGE NO

LIST OF TABLES

LIST OF CHARTS

I INTRODUCTION AND DESIGN OF THE

STUDY

II REVIEW OF LITERATURE

III PROFILE OF THE STUDY

IV ANALYSIS AND INTERPRETATION

V FINDINGS, SUGGESTIONS,
CONCLUSION

REFERENCES AND BIBILOGRAPHY

APPENDIX
 LIST OF TABLES
TAB LE PARTICULARS PAGE NO
4.1 Table showing the residential area of the respondents
4.2 Table showing the income of the family of the respondents
4.3 Table showing the earning members of the family of the
respondents
4.4 Table showing the use of detergents by the respondents
4.5 Table showing how the respondents wash their clothes
4.6 Table showing the use of Rin by the respondents

4.7 Table showing the cleaning of clothes by the respondents

4.8 Table showing the Satisfaction of the respondents
4.9 Table showing the products preferred by the respondents
4.10 Table showing the max soaps needed by the respondents
4.11 Table showing the price afforded by the respondents
4.12 Table showing feature liked by the respondents
4.13 Table showing the thought on brand of the respondents

4.14 Table showing the knowledge about brand by the

respondents
4.15 Table showing the opinion of ads by the respondents
4.16 Table showing the respondents tried variant products
4.17 Table showing the influence of ads by the respondents

4.18 Table showing the source of purchase by the respondents

4.19 Table showing the budget plan of consumers

 LIST OF CHARTS
CHART PARTICULARS PAGE NO
4.1.1 Chart showing the residential area of the respondents

4.2.1 Chart showing the income of the family of the

respondents
4.3.1 Chart showing the earning members of the family of the
respondents
4.4.1 Chart showing the use of detergents by the respondents

4.5.1 Chart showing how the respondents wash their clothes

4.6.1 Chart showing the use of Rin by the respondents

4.7.1 Table showing the cleaning of clothes by the

respondents
4.8.1 Table showing the Satisfaction of the respondents

4.9.1 Chart showing the products preferred by the

respondents
4.10.1 Chart showing the max soaps needed by the
respondents
4.11.1 Chart showing the price afforded by the respondents

4.12.1 Chart showing feature liked by the respondents

4.13.1 Chart showing the thought on brand of the respondents

4.14.1 Chart showing the knowledge about brand by the

respondents
4.15.1 Chart showing the opinion of ads by the respondents

4.16.1 Chart showing the respondents tried variant products

4.17.1 Chart showing the influence of ads by the respondents

4.18.1 Chart showing the source of purchase by the

respondents
4.19.1 Chart showing the budget plan of consumers
“STUDY ON CONSUMERS PERCEPTION AND PREFERENCE
TOWARDS THE SALES PROMOTION OF RIN DETERGENT
PRODUCTS WITH REFERENCE TO COIMBATORE CITY

EXECUTIVE SUMMARY

The fabric wash market in India is estimated to be worth

approximately Rs. 55 billion with a volume turnover of 2.6
million tons. The market is primarily segmented on the basis of
product forms and price. The different product forms are
powders, bars and laundry soaps. This is further sub-divided on
the basis of price into concentrates (in the case of powders),
premium, mass-premium/mid-price and mass-market. Fabric
cleaning is a well-developed category in India with a penetration
of 99% for laundry products and a per capita consumption of 2.65
kgs per annum. Detergent powder penetration is 86% while
penetration of detergent bars is 64%. Laundry soap has a much
lower penetration at 33% and is restricted to select geographies.

Rin detergent powder was launched in 1994. This was the

first product extension from the iconic brand that stood for
whiteness in laundry. We further introduced Rin Refresh with the
fragrance of lemon & rose that penetrates every fibre to give the
same brightness and freshness to boost confidence all day.
 This research paper is attempt to explore the consumer
behaviour on the Rin detergent in the city of Coimbatore. The
researcher has adopted convenience sampling method for data
collection as the population is unknown. The researcher has used
both primary data and secondary data. The primary data was
collected by using a well-structured questionnaire from 92
respondents and are entered into the sub-Charts by using the
simple percentage analysis. The researcher has used simple
percentage analysis for the analytical part of the study.

Keywords: Rin detergent, market performance, consumer satisfaction.

 CHAPTER I

INTRODUCTION AND DESIGN OF THE

STUDY
 INTRODUCTION

Most consumers use more than one product - a combination of detergent powders
and bars are the most prevalent - with about 82% preferring this usage pattern. The
wash frequency per week in India is 6.9 and the incidence of any product usage is
almost 97%. Recent trends show an increase in the usage of detergent powders and
a decline in the usage of laundry soaps. This is a clear indication that the detergent
market in India is maturing and that consumers are moving up the price ladder.

Rin has shown substantial growth over the years. In fact, its three variants - Rin
(Shakti) Powder, Rin Shakti bar and Rin Supreme bar, put together, make it
amongst the largest brands in the Hindustan Lever portfolio. Rin also enjoys the
status of being the Most Trusted Detergent Brand in the country (Source: Brand
Equity Survey 2003 on India's Most Trusted Brands). History Rin was launched in
a bar form in a test market in 1969 and extended nationally in 1970. It was
launched as the first detergent bar at a time and in a scenario where there were
stringent rules imposed on the organised sector manufacturing laundry soaps.

STATEMENT OF THE PROBLEM

Washing clothes is an unavoidable one in the day to day activities of the

people in the world so as detergent soaps. The competition over the
detergent soaps has been in a full swing over the recent years. Rin is one
of the leading detergent bar and liquid who has been serving for the
people for more years. There is always been a change in the behaviour of
the consumer. This study helps us to know about the Consumer Behaviour
and their satisfaction towards the rin detergent products and the market
performance of the Rin products.
OBJECTIVES OF THE STUDY:

 To identify the difference in market performance in detergent

Industry.
 To study consumer behaviour of the rin customers.
 To study the level of customer satisfaction of Rin detergents.
 To study the market potential of Rin detergents.

SCOPE OF THE STUDY:

The competition among the detergent companies has

been increasing in the recent years. The scope of this study is to
check out the customer preferences, the market performance
and the level of satisfaction attain from the Rin detergent
products.

RESEARCH METHODOLOGY:

The Research Methodology comprises of defining and

redefining problems, collecting, organising and evaluating data,
making decisions and researching to conclusions.

AREA OF THE STUDY:

Area of the study refers to the place where the research has
been made. The area selected for the research study is the
Coimbatore City.
SAMPLE SIZE/ DESIGN:

Survey method was adopted for data collection

regarding the user’s perception towards Rin detergents. For collecting the data, a
survey questionnaire was distributed through online. After receiving the
distributed questionnaires, data analysis was performed. A convenient sampling
method was adopted for questionnaires distribution. A total of 92 questionnaires
were distributed and found valid for further analysis.

DATA COLLECTION:

The data collected in the research is both primary and secondary

data.

Primary Data:

Primary data is collected directly from the respondents

through a structured questionnaire.

Secondary Data:

Secondary data is collected from the internet, journals, websites etc.

STATISTICAL TOOLS TO BE USED:

The following are the Statistical Tool is used:

Simple Percentage Analysis

Percentage refers to a simple kind of ratio. It is used to make

comparison between two or more series of data. They can be
used to compare the relative items, the distribution of two or
more series of data since the percentage reduce everything as
common base and allow the meaningful comparisons to be
made. Percentage Analysis has been used to find out the portion
of the respondents who are catered to a particular choice of
option given in the questionnaires.

Percentage (%) = No. of Responses × 100

Total Number of Respondents

LIMITATIONS OF THE STUDY:

 This study applies only to Rin detergent products and not to

any other of the detergent products.
 A majority of the respondents show lack of
cooperation and are biased towards their opinions.

The study is restricted only to the people of Coimbatore city so the result may not
be applicable to other cities.
 CHAPTER SCHEME:
CHAPTER 1

Chapter 1 consists of introduction about the Rin detergent

products, Problem Statement of Rin detergent products. It also
contains the objectives of the present study, scope and
limitations of the study.

CHAPTER 2

Chapter 2 comprises of review of literature of various studies.

Several studies regarding the detergent products has been
analyzed in order to have a clear and empirical view on the topic.

CHAPTER 3

Chapter 3 consists of the clear profile of the study

CHAPTER 4

Chapter 4 involves the analysis made with the data. This chapter
ensures in attaining the objectives of the study.

CHAPTER 5

Chapter 5 comprises of findings of the research and relevant conclusion

regarding the study.
 CHAPTER II

REVIEW OF LITERATURE
 REVIEW OF LITERATURE

1. Market analysis by Euromonitor(2000) showed that in 1999 soaps and

detergents together represented around 12.4% of consumer expenditure in
household goods of industrialized countries and between 2.6 and 5% only in the
developing countries. Statistics and market data for soap and detergents are quite
readily available for the markets of North America and Europe besides other key
areas of Australia and Japan. There is only minimal information on sales of soap in
less developed regions such as Africa, the Middle East and a few pockets of Asia.

With the majority of the population living under the poverty line, low cost items
such as the bar soap, form the dominant sector of the market. In terms of
population size, there is a huge market potential. As income increases, consumers
go for more expensive types of soap. Unilever is the dominant player in the region.
Procter &Gamble, Colgate Palmolive and Johnson & Johnson are also active
in this region.

SOAPS AND DETERGENT INDUSTRY IN ASIA

Basic products like bar soaps remain dominant in Asia, as the bulk of consumers in
most markets earn low incomes and only buy low-cost items. However, this
situation showed signs of change over the past three years with the bar soap
increasing in value from 68.2% to 72.1%. This was due to consumers at the lower
end of the market trading up to more expensive types of soaps as their average
income increased. Liquid soaps became increasingly popular until the economic
crisis in 1997 made the consumers to economize. The popularity of liquid soaps
and detergents is due mainly to their hygienic
packaging.

THE SOAP MARKET IN DEVELOPING COUNTRIES

The market for soap and detergents is growing much faster in developing countries
than in developed countries, as it should be. Wide and growing income differences
exist in developing countries and each segment of the population consumes the
products it can afford while aspiring to a better product for a future date. This,
together with the increase in population has been the motivation for the soap
industry.
Corporate focus: Soaps and detergents

In most of the European, North American and in the Japanese markets, soaps are
in the matured stage of the product-life cycle, with the result that brands can grow
only by capturing sales from competing brands. The major soap companies have
realized that the soap markets in the developing countries are at various stages of
growth in the product life cycle. The evolution of soap marketing strategies in the
emerging markets has been facilitated by a number of factors.

These include:
• the emergence of more discriminating and educated consumers
• innovative research and development for new raw material and finished products
• growth of supermarkets and retail outlets
• growth of the media, especially the television.
• improvement and increases in transportation and communication networks
including mobile phones and the internet.
• high speed packaging machines and attractive packaging materials.
• state of the art technology to enhance productivity and reduce costs.
• choice of talented advertising and market Research agencies and
• liberalization of markets and growth in free trade.

Soap manufacturers start their marketing strategy by first identifying whether a

marketing opportunity and potential exists. They then proceed to determine
whether to target the mass market or a niche market and position their products
accordingly. When the market is crowded, companies try to differentiate their
products by new forms or new packaging or sales promotion techniques.

2.Thompson (1994) specified that these are all the behaviours that
could be controlled by the individuals. Many researchers have
criticized this assumption. Few researchers argued that most of the
researchers have focused the situations wherein a consumer can’t
completely control the target behaviour. In addition, it is also specified
that consumer behavior is an important aspect in fluctuating the
performance of the consumer.
3.G.Vani et al.(2010), explained that the product segmentation is
based on characteristics or attributes of a product. Consumers
analyze the benefits for buying oral care products; the main benefits
derived are anti-cavity platforms that contain fluorides. The main
important factor coming under benefit segmentation is cosmetic
propositions. It also includes the Packaging of the product, ingredients
used, brighter complexion and price.

4.Dr. Hamza Salim Khraim (2011) in the findings of his study

indicated that brand name has shown strong correlation with brand
loyalty (brand name, product quality, price, design, promotion, and
service quality and store environment) with cosmetics brand loyalty.

5.Shahzad Khan & Faryal Noor (2012) identified the key factors that
influence the buying behavior of female cosmetics. They are price,
quality, motivation, product information, attitude, culture, consumer
resources, personality, brand image, group &family & purchasing
adviser.
 CHAPTER III

PROFILE OF THE COMPANY

PROFILE OF THE COMPANY
History

Rin was launched in a bar form in a test market in 1969 and extended nationally in
1970. It was launched as the first detergent bar at a time and in a scenario where
there were stringent rules imposed on the organised sector manufacturing laundry
soaps. It was also realised at that time that powders would never completely
replace laundry soaps. Initially, the brand was positioned as - 'Rin is not a soap, it
is a totally new idea for washing clothes'. The benefits clearly outlined that the bar
had concentrated cleaning power hence washed 50% more clothes. Moreover, it
washed whiter than any other bar. The memorable baseline 'Whiteness strikes with
Rin' was introduced and a strong brand property - the mnemonic of the lightning
flash was developed. Once the detergent bar category was created and the
consumers made aware of the functional superiority of Rin bar, the subsequent task
then was to build emotional equity for the Rin brand. To meet this objective, Rin
was positioned as the only way to get superlative whites.

Based on the powerful consumer insight of 'human envy' the creative execution of
'white - off-white crossover' was developed. This route was hugely successful in
establishing a superior brand image in the consumer's mind. In the late 1980s, Rin
faced its first real competition with the launch of low-price discount detergent bars.
At prices 60% lower than Rin, they were positioned as a low sog product. They
adopted a challenging note in their communication and took on the perceived
negatives of Rin bar. To counter their threat, the power and economy of Rin was
emphasised. Its communication now boldly stated that 'just a little of Rin' achieves
superlative whiteness. The advertising campaign 'Zara sa Rin' went on to become a
brand anthem. The early 1990s also saw Rin successfully battling powder
concentrate brands attempting a foray into detergent bars. Rapid improvements
were made to ensure formulation superiority and Rin bar was re-launched as the
Rin Supreme bar in 1995. Positioned on 'less sog and more whiteness' it reinforced
itself as the detergent bar that washes whiter than any other detergent bar in the
market.
To take advantage of the existing gap in the segment between premium powders
and mass-market powders - a powder variant - Rin Shakti powder was launched in
1995. Priced at Rs. 25 per kg, it plugged the then wide price gap between premium
powders - average price Rs. 50 per kg - and mass-market powders - average price
Rs. 14 per kg. It capitalised on the brand equity that Rin enjoyed amongst
consumers and was strategically positioned on superior whiteness as compared to
ordinary brands.

Product

Today Rin has three variants: Rin Supreme bar, Rin Shakti bar and Rin powder.
Rin Supreme and Rin Shakti operate at two distinctly different price points. While
the Rin Shakti proposition is superior whiteness vis-à-vis mass- market, the Rin
Supreme proposition is superior performance to give whites that look like new.

RECENT DEVELOPMENTS

In keeping with the brand’s philosophy of continuous innovation the Rin Supreme
bar was launched in 2002 as the ‘No mud’ bar. While ordinary bars have up to
40% mud-like ingredients, New Rin Supreme is made with patented Pure Clean
technology ‘to keep clothes looking white like new’ – for longer. Like a true
leader, Rin has been successful in implementing a technical breakthrough even in
the otherwise staid detergent bar market.

Early 2004 saw the advent of a brand new Rin Shakti powder. Rin Shakti paved
the way with a brand new proposition of double whiteness along with a powerful
Market.

Innovation of ‘No mitti powder’ – as it dissolved thoroughly in water as opposed

to ordinary powders which left behind a mud-like residue. The suffix ‘Shakti’ has
now been dropped from the powder pack.

PROMOTION
Rin advertising has always been effervescent, bold and confident. It has often
featured the progressive Indian woman in control of her life and destiny. The Rin
woman manages all fronts efficiently, be it her home or her profession. Right from
its first campaign – Whiteness strikes with Rin – and the creation of the powerful
lightning flash mnemonic; to the famous white to off-white crossovers – whites
that other notice – and the even more famous ‘Zara sa’ campaign, Rin has created
memorable milestones in Indian detergent advertising.

In order to create a more modern image for the brand, Rin Supreme bar advertising
has moved on to a more contemporary form of advertising. In fact, its ‘No mitti’
commercial featured teenagers in a café.

The recent re-launch of Rin Shakti powder early this year has revived and
reinforced the brand mnemonic of the lightning. The powerful tagline ‘Bijli giri!’ –
lightning strikes! – perfectly captures the impact of ‘Rin whites’ on the others. This
communication also strives to drive home the proposition that the new Rin powder
doubles the whiteness because it is completely soluble in water. Also this is a step
in further strengthening the power of the lightning mnemonic by alluding to it even
in the audio and the tagline.

BRAND VALUES

Historically, Rin has been a trusted brand with a strong heritage. Modern,
confident, effervescent, powerful and vibrant, Rin is clearly a leader. Primarily a
whiteness brand, it promises recognisably whiter and brighter clothes than any
other fabric wash product. Rin’s dazzling whiteness makes others notice and
admire you.

Rin is essentially a brand for the modern, progressive, confident Indian woman
who is closely involved with clothes and the wash process. She believes that
clothes are important, as they are a key criterion for social evaluation and because
society and people always judge you by the way you look.

Taking the variants separately, the personality and values associated with Rin
Supreme are assertive, vibrant, leader-like and optimistic and those associated with
Rin Shakti are approachable, lively, energetic and assertive. The core brand
essence of Rin is confidence.

THINGS YOU DIDN'T KNOW ABOUT RIN

 Rin was the first national detergent bar brand in India.

 Several well-known people have endorsed Rin: Priya Tendulkar, television

personality known for her crusader-for-justice roles in television serials and
Tanvi Azmi, also a television personality.

 Arguably the longest commercial ever was Rin’s ten-minute commercial

which ran in rural India.

 The famous Rin white off-white cross over films ran on television with
various edits for almost nine years from 1975 to 1986.

 Former Miss World, Lara Dutta, has appeared in a Rin television

commercial. Rin was the first detergent bar brand to be made available in a
400 gms SKU. www.hll.com 7

ACHIEVEMENTS

Rin was the face of detergent bars in India. For nearly twenty years, from 1969 to
1989, it rained the market, with a 40% market share. With superlative performance
to back it, Rin was synonymous with whiteness.
 CHAPTER IV
ANALYSIS AND INTERPRETATION
 ANALYSIS AND INTERPRETATION

TABLE: 4.1 RESIDENTIAL AREA

RESIDENTIAL
SI NO RESPONDENTS PERCENTAGE
AREA
1 RURAL 10 12

2 URBAN 22 23

3 SEMI URBAN 61 66

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the Residential Area of the

respondents. Among them 12% of the respondents are residing at
Rural, 23% of the respondents are residing at Urban, and the
remaining 66% of the respondents are residing at Semi urban.

Majority (66%) of the respondents are residing at Semi Urban.

70

60

50

40
RESPONDENTS
30
PERCENTAGE
20

10

0
RURAL URBAN SEMI URBAN

CHART: 4.1.1 RESIDENTIAL AREA

 TABLE: 4.2 INCOME
SI NO INCOME RESPONDENTS PERCENTAGE

1 BELOW 15000 10 10.8

2 15000-20000 19 20.5

3 20000-25000 37 40.2

4 ABOVE 25000 26 28.2

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the Income level of the

respondents. Among them 10.8% of the respondents Income level
is Below 15000, 20.5% of the respondents Income is between
15000-20000, 40.2% of the respondents are in the Income Level
between 20000-25000 and the remaining 28.2% of the
respondents Income level is Above 25000.

Majority (40.2%) of the respondents are Income Level is between 20000-

25000.
 CHART:4.2.1
INCOME

45

40

35

30

25

20
RESPONDENTS PERCENTAGE
15

10

0
>15 K 15K - 20 K 20 K- 25K <25 K
 TABLE: 4.3

EARNING MEMBERS IN FAMILY

EARNING
SI NO MEMBERS IN RESPONDENTS PERCENTAGE
FAMILY
1 Upto 2 Members 27 30

2 3-4 Members 37 40

3 4-5 Members 16 17

4 Above 5 12 13

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the number of the earning

members of the family. Among them 30% of the family are upto
2 earning members, 40% of the family are 3-4 earning members,
17% of the family are 4-5 earning members and the remaining
13% of the family are more than 5 earning members.

Majority (40%) of the family earning members are 3-4.

 TABLE.4.3.1
EARNING MEMBERS IN THE FAMILY

40

35

30

25

20 RESPONDENTS
PERCENTAGE
15

10

0
2 3 to 4 4 to 5 above 5
 TABLE: 4.4

USE OF DETERGENTS FOR CLOTHES

SI NO USE OF RESPONDENTS PERCENTAGE
DETERGENTS

1 YES 92 100

2 NO 0 0

TOTAL 92 100

SOURCE: Primary Data

Interpretation:

The above table represents the Use of detergents for clothes

by the respondents. Among them 100% of the respondents are
using detergents for washing clothes.

Majority (100%) of the respondents are using detergents for washing clothes.
 CHART.4.4.1
USE OF DETERGENTS

100

90

80

70

60

50 RESPONDENTS
PERCENTAGE
40

30

20

10

0
YES NO
 TABLE: 4.5

MODE OF WASHING CLOTHES

SI NO RESPONSE RESPONDENTS PERCENTAGE

1 BY HAND 24 26

2 WASHING 57 70
MACHINES
3 OTHERS 11 4

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents Mode the respondents wash

their clothes. Among them 26% of the respondents wash by hand,
70% of the respondents use washing machines, 4% of the
respondents are using other modes to wash clothes.

Majority (70%) of the respondents use washing machines.

 CHART 4.5.1
MODE OF WASHING CLOTHES

70

60

50

40
respondents

30 percentage

20

10

0
hand machine others
 TABLE: 4.6

USE OF RIN DETERGENTS

USE OF
SI NO RESPONDENTS PERCENTAGE
RIN
DETERGENTS
1 YES 62 67

2 NO 30 32

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the use of Rin detergents by the

respondents. Among them 67% of the respondents have tried
using of rin detergent products, 32% have not tried using of Rin
detergent products.

Majority (67%) of the respondents have tried using of Rin detergent

products.
 TABLE.4.6.1
USE OF RIN DETERGENT PRODUCTS

70

60

50

40
RESPONDENTS
30 PERCENTAGE

20

10

0
YES NO
 TABLE: 4.7

DOES IT CLEAN CLOTHES AS EXPECTED

SI NO RESPONDENTS PERCENTAGE
SATISFACTION
ON USE

1 YES 65 70

2 NO 27 30

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the satisfaction on use as

expected by the use of Rin detergents by the respondents. Among
them 70% of the respondents are satisfied using of rin detergent
products, 30% have not not satisfied using of Rin detergent
products.

Majority (70%) of the respondents are satisfied using of Rin detergent

products.
 TABLE.4.7.1
CLEAN AS EXPECTED

70

60

50

40
RESPONDENTS
30 PERCENTAGE

20

10

0
YES NO
 TABLE: 4.8

SATISFACTION ON USE

SI NO RESPONDENTS PERCENTAGE
SATISFACTION
ON USE

1 YES 80 87

2 NO 12 13

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the satisfaction on use as

expected by the use of Rin detergents by the respondents. Among
them 87% of the respondents are satisfied using of rin detergent
products, 13% have not satisfied using of Rin detergent products.

Majority (87%) of the respondents are satisfied using of Rin detergent

products.
 TABLE.4.8.1
SATISFACTION ON USE

90

80

70

60

50
RESPONDENTS
40 PERCENTAGE
30

20

10

0
YES NO
 TABLE: 4.9

USING OF RIN PRODUCTS

USING OF RIN
SI NO PRODUCTS RESPONDENTS PERCENTAGE

1 LESS THAN 1 YEAR 17 18.4

2 1-2 YEARS 11 11.9

3 2-4 YEARS 31 33.6

4 ABOVE 4 YEARS 33 35.8

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the using of Rin products of the

respondents. Among them 18.4% of the respondents are using
less than 1 year, 11.9% of the respondents are using between 1-2
years, 33.6% of the respondents are using between 2-4 years and
the remaining 35.8% of the respondents are using for more than 4
years.

Majority (35.8%) of the respondents are using Rin products between more than 4
years.
 CHART:4.9.1
USING OF RIN PRODUCTS

40

35

30

25

20 Respondents
percentage
15

10

0
> 1 yr 1 to 2 2 to 4 < 4 yrs
 TABLE: 4.10 FEATURE TO USE RIN

FEATURE TO USE
SI NO RESPONDENTS PERCENTAGE
RIN
1 QUALITY 43 46.7

2 GOODWILL 29 31.5

3 PRICE 12 13

4 ADVERTISEMENTS 8 8.6

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the feature to use RIN

PRODUCTS from the respondents. Among them 46.7% of the
respondents are using for their Quality, 31.5% of the respondents
are using for its Goodwill, 13% of the respondents are using for
their price and the remaining 8.6% of the respondents are using
by its attraction in their advertisements.

Majority (46.7%) of the respondents are using RIN

products for its Goodwill with the customers.
 CHART:4.10.1
FEATURE TO USE RIN PRODUCTS

50

45

40

35

30

25 Respondents

20 percentage

15

10

0
quality goodwill price advt
 TABLE: 4.11

RIN SOAP OR DETERGENT LIQUID USED PER MONTH

RIN SOAP OR
LIQUID USED
SI NO RESPONDENTS PERCENTAGE
PER MONTH

1 >1 4 4.3

2 1 9 9.7

3 2 21 22

4 3 58 63

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the maximum detergent soaps

or detergent liquid bottles used per month by the respondents.
Among them 4.3% of the respondents are using less than one,
9.7% of the respondents are using one soap, 22% of the
respondents are using 2 soaps, remaining 58% of the respondents
are using 3 soaps per month.

Majority (58%) of the respondents are using 3 soaps or

detergent liquid bottles per month.
 CHART:4.11.1

SOAPS OR LIQUID BOTTLES USED

PER MONTH

70

60

50

40
Respondents

30
percentage

20

10

0
>1 1 2 3
 TABLE: 4.12
MAXIMUM PRICE SPENT ON A STANDARD RIN SOAP

SI NO PRICE RESPONDENTS PERCENTAGE

1 20 to 30 10 10.8

2 30 to 40 10 10.8

3 40 to 50 30 32.6

4 ABOVE 50 42 45.6

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the maximum price spent on

bathing soaps by the respondents. Among them 10.8% of the
respondents are spending 20 rupees to 30 rupees,10.8% of the
respondents are spending 30 to 40 rupees, 32.6% of the
respondents are spending between 40 to 50 and the remaining
45.6% of the respondents are spending above 50 rupees.

Majority (30.1%) of the respondents are spending a maximum of above 50

rupees on rin soaps.
 CHART:4.12.1
MAXIMUM PRICE SPENT ON DETERGENT SOAPS

50

45

40

35

30

25

20 RESPONDENTS PERCENTAGE

15

10

0
20-30 30-40 40-50 <50
 TABLE: 4.13 KNOWLEDGE ABOUT RIN PRODUCTS

KNOWLEDGE
SI NO RESPONDENTS PERCENTAGE
ABOUT RIN
1 NEWSPAPER 28 30.4

2 ADVERTISEMENTS 43 46.7

3 FRIENDS 12 13

4 OTHERS 11 11.9

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the knowledge about the RIN

products to the respondents. Among them 30.4% of the
respondents are came to know through newspaper, 46.7% of the
respondents are came to know through advertisements, 13% of
the respondents came to know through friends and the remaining
11.9% of the respondents are came to know through other modes.

Majority (46.7%) of the respondents came to know about the Rin

Products through Advertisements.
 CHART:4.13.1

KNOWLEDGE ABOUT RIN PRODUCTS

60

50

40

30 Respondents

Percentage
20

10

0
newspaper advt friends others
 TABLE: 4.14

THOUGHT ON HEARING THE BRAND NAME

THOUGHT ON
SI NO HEARING BRAND RESPONDENTS PERCENTAGE
NAME
THEME OF
1 43 46.7
ADVERTISING
BRAND
2 29 31.5
AMBASSADOR
3 MUSIC 12 13

4 OTHERS 8 8.6

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the thought on hearing the

Brand name RIN by the respondents. Among them 46.7% of the
respondents think the theme of advertising on hearing the brand
name Rin,31.5% of the respondents think the brand ambassador
on hearing the brand name, 13% of the respondents think the
music on hearing the brand name and 8.6% of the respondents
think the other things on hearing the brand name.

Majority (46.7%) of the respondents think about the theme of

advertising on hearing the brand name RIN.
 CHART:4.14.1

THOUGHT ON BRAND NAME

50

45

40

35

30

25
Respondents
20
Percentage
15

10

0
theme of advt ambassador music others
 TABLE: 4.15
RATING ON VARIOUS PRODUCTS OF RIN

RATING ON
SI NO RIN RESPONDENTS PERCENTAGE
PRODUCTS
1 EXCELLENT 17 18.4

2 GOOD 33 35.8

3 AVERAGE 31 33.6

4 POOR 11 11.9

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the rating on various products

of Rin by the respondents. Among them 18.4% of the respondents
has given excellent rating for rin products, 35.8% of the
respondents has given good rating, 33.6% of the respondents has
given that the products given by the average and the remaining
11.9% of the respondents has given poor rating for RIN products.

Majority (33%) of the people has given the rating that the product
given by Rin is good.
 CHART:4.15.1

RATING ON VARIOUS PRODUCTS

40

35

30

25

20
Resppondents Percentage
15

10

0
Excellent good avg poor
 TABLE: 4.16

HAVE U TRIED VARIANT OF PRODUCTS BY SEEING ADS

TRY OF
SI NO VARIANT RESPONDENTS PERCENTAGE
PRODUCTS OF RIN
1 YES 59 64

2 NO 33 36

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the respondents trying variant

products of rin by seeing advertisements. Among them 64% of
the respondents have tried using and the remaining 36% of the
respondents have not tried using variant products by seeing
advertisements.

Majority 64% of the respondents have tried variant products of Rin by

seeing advertisements.
 CHART:4.16.1

INFLUENCE OF ADVERTISEMENTS

70

60

50

40

Resppondents Percentage
30

20

10

0
yes no
 TABLE: 4.17

DOES CELEBRITY ENDORSEMENT TEMPT YOU TO BUT RIN

IMPACT OF
CELEBRITY
SI NO RESPONDENTS PERCENTAGE
ENDORSEMENT

1 YES 74 80.6

2 NO 18 19.5

TOTAL 92 100
SOURCE: Primary Data

Interpretation:

The above table represents the influence of celebrity

endorsement to buy Rin products by the respondents. Among
them 80.6% of the respondents are buying rin products because of
celebrity endorsement, remaining 19.5% of the respondents are
never buying because of celebrity endorsement.

Majority 80.6% of the respondents are buying RIN products because of celebrity
endorsement.
 CHART:4.17.1
CELEBRITY ENDORSEMENT

80

70

60

50
Respondents
40
Percentage
30

20

10

0
yes no
 TABLE: 4.18
SOURCE FOR PURCHASE OF PRODUCTS
SOURCE
SI NO RESPONDENTS PERCENTAGE
OF PURCHASE

1 DEPARTMENTAL 28 30
SHOPS
2 RETAIL SHOPS 43 46

3 PETTY SHOPS 12 13

4 OTHERS 11 12

TOTAL 92 100
SOURCE: Primary Data

Interpretation:
The above table represents the Source of purchase of Rin
Products. Among them 30% of the respondents are choosing
departmental shops, 46% of the respondents are using are
choosing retail stores, 13% of the respondents are choosing petty
shops remaining 12% of the respondents are using other modes.

Majority (46%) of the respondents are choosing retail stores.

 CHART:4.18.1
SOURCE OF PURCHASE

50

45

40

35

30

25 Respondents

Percentage
20

15

10

0
departmental retail petty other
 TABLE: 19 - BUDGET PLAN OF CONSUMERS

S.NO BUDGET RESPONDENTS PERCENTAGE

1 NOT KEEPS 29 31
BUDGET
2 KEEPING 36 39
BUDGET
3 OCCASSINAL 18 19.5
BUDGETS
4 RARE 9 9.5
TOTAL 92 100

Interpretation:
The above table represents the Budget plan of
consumers for Detergent Products by the respondents.
Among them 31% of the respondents does not keeps
budget for detergent products, 39% of the respondents
keep budget, 19.5% of the respondents keep occasional
budgets and the remaining 9.5% of the respondents rare
in the budget for detergent products.

Majority (39%) of the respondents keeps the budget for purchase of

detergent products.
 CHART:4.19.1

BUDGET PLAN OF CONSUMERS

60

50

40

30 Respondents

Percentage

20

10

0
don’t keeps occasional rare
 CHAPTER V

FINDINGS, SUGGESTIONS AND

CONCLUSION
FINDINGS:

 Majority (66%) of the respondents are residing at Semi Urban.

 Majority (40.2%) of the respondents are Income Level is between

20000-25000.

 Majority (40%) of the family earning members are 3-4.

 Majority (100%) of the respondents are using detergents

for washing clothes.

 Majority (70%) of the respondents are using washing

machine

 Majority (67%) of the respondents have tried using of Rin

products.

 Majority (70%) of the Consumer clothes are cleaned as expected.

 Majority (87%) of the respondents are satisfied using of

Rin detergent products.

 Majority (35.8%) of the respondents are using RIN for

more than 4 years.

 Majority (46.7%) of the respondents has been using RIN

detergents for its goodwill.
 Majority (58%) of the people use 3 detergent soaps for one
month

 Majority (30%) of the respondents are spending a

maximum price of above 50 rupees for a detergent soap.

 Majority (46.7%) of the respondents have come to know

about the product through advertisements.

 Majority (33%) of the respondents have rated good for rin products.

 Majority (64%) of the respondents have tried variants of rin

products by seeing advertisements.

 Majority (80.6%) of the respondents have tried using of Rin

products by influence of celebrity endorsement.

 Majority (46%) of the respondents are buying the rin products from
the retail stores.

 Majority (39%) of the respondents keeps a budget for buying of

detergent products.
 SUGGESTIONS

In this research, majority of the respondents had a positive attitude towards

consumer sales promotion. This could perhaps be due to the fact that the
companies gave them better deals and put good effort to make a sale to them. But
the overall positive attitude towards consumer promotion cannot by itself lead to a
successful consumer promotion activity. Consumer promotion usually takes up a
considerable monetary resource.

To make consumer promotion activity successful large amount of sales are needed
to cover up the costs involved in providing it. The consumers gave greater
preference to quality than to sales promotion while purchasing the product.
However, they felt that discounts and free quantity offered were good incentives
compared to other sales promotional activities.

In this study it was also found that most of the respondents did not want to change
their brand as they were quite satisfied with the brand they were using. In other
words they were brand loyal. But sales promotions are usually used by new entrant
to break

Therefore marketers usually deal with different groups of customers differently. In

the same way, consumer promotions have to be tailored differently to the different
groups.
 CONCLUSION:

This study was undertaken to examine the market

performance through advertisements and Satisfaction towards
Rin detergent products and its Market based on their perception.
It is concluded from the study that majority of customers are
aware of the services offered by Rin. The study also reveals that
customers are satisfied with the products offered by Rin.
Customers’ behaviour is widely varied in accordance with the
different detergent products. Hence, the researcher concluded that
the price and quality has significant and positive Impact on
customers’ behaviour in selecting products. The brand name of
Rin is also a major thing for the consumer behaviour towards the
products.

I have conclude that according to my research the

consumer behaviour towards Rin is high towards the respondents
of the people. The consumers who are using these products are
also very much satisfied towards it by proving through it by the
chi square analysis.
 BIBLIOGRAPHY

1. www.hul.co.in

2. https:/en.wikipedia.org/wiki/rin

3. www.rin.com

4. https:/www.rin.in./aboutrin
APPENDIX
 QUESTIONARRIE

1. Area

a) Rural b)urban c)semi urban

2. Income of the family per month

a)15k-20k b)20k-25k c)25k-30k d)above 30k

3. Earning members

a)upto 2 b)3-4 c)4-5 d)above 5

4. Use of detergent for clothes

a)yes c)no

5. Mode of washing the clothes

a)by hand b)washing machines c)other modes

6. Have u used rin detergent products?

a)yes b)no
7. Does it clean clothes as expected ?

a) yes c)no

8. Are u satisfied using of the rin products?

a) yes b) no

9. How many years are you using the rin products?

a)>1 year b)1-2 yr c)2-3 d)above 4 years

10. What feature do u like in Rin detergent products ?

a)price b)goodwill c)quality d)other

11. How many rin soaps do u need per month ?

a) >1 b)1 c)2 d)3

12. What is the maximum amount you can spend per soap?

a)20-30 b)30-40 c)40-50 d)above 50

13. How you came to know about the rin products?

a)newspaper b)advertisements c)friends d)other

14. What will be your thought on hearing the brand name of rin?

a)theme of advertising b)ambassador c)music d)other

15. How do you rate the various products of rin?

a)excellent b)good c)average d)poor

16. Have you tried variant products of rin?

a)yes b)no

17. Does celebrity endorsement tempt you to buy the product?

a)yes b)no

18. Source of purchase of the rin products?

a)departmental store b)retail shops c)petty shops d)other

19. budget plan for detergent products?

a)keeps budget b)not keeping budget c)occasional budget

d)rare

20. suggestions if any?_______________________