Consumer perspective with regard to purchase of laundry detergent

The three different forms of detergent available in the Indian market are bar, powder and liquid detergents. These products are available in a lot of different brands with a lot of different features. Every individual his/her own reason for choosing a particular type of detergent. In growing economies like India where laundry products are being continuously purchased even during a crisis the possibilities of expanding the market are endless. This research aims to study the preference of consumers for a particular form, the features they consider and their reasoning to use it.

The research design used in this research was Descriptive, specifically analytical research with structured questionnaire. Using convenience sampling method, the response was collected through online mode via google forms and researchers WhatsApp contact which was strictly restricted due to the present situation of Covid-19. Survey was conducted in Ernakulam district, Kerala. The data collected was run through SPSS software for statistical analysis and interpretation of data using technical tools like frequency, cross tabulation and factor analysis. The data in the findings indicate that the most preferred form of detergent was powder detergent. Majority of the consumers use washing machine. They find their product the most compatible and convenient with their current situation. Consumers expect their detergent to remove stains, be good for coloured and white clothes, perform well with hard water and in a washing machine, not be harsh on skin. Factors like recommendations, attractive packaging, affordability, accessibility are also key aspects while purchasing a detergent. Additionally, fragrances, high quantity and better quality goes a long way in influencing purchase decision of consumers.