Exploration of critical success factors and consumer buying behavior and customer acceptability for detergent brand selection in NCR

With the increase in per capita income and wide range of choices being available, consumers are main focus for many detergent manufacturing organizations. With competition at its all time peak and with changing trends in demand the companies are finding it hard to survive or to retain their market share. In order to lure the consumers, companies study the quantity being purchased by consumers and at what price.

Our objectives were to find out what are the main features consumers look in detergents while buying, brand loyalty towards a particular brand, major reasons of switching from one brand to the other and many other factors effect the demand of consumers for detergents. To gather the data we used the questionnaires method.

The main area of the study was Delhi & NCR. Target customers were mainly housewives. The age group was not defined. The sources of data collection used in the study are both primary and secondary in nature. A questionnaire was prepared and distributed to 250 respondents in Delhi and Ghaziabad (NCR). Sampling technique used was simple random sampling. The research design used in our research was descriptive incorporating knowledge from primary and secondary information analysis. In our research we used weighted average and percentage method for analysis and interpretations of the collected data.

In conclusion, the findings of the analysis showed that the customers (housewives) are mostly brand loyal in their purchase of detergents and do not change their brand easily. The reason behind changing their previous brand was lack of special features as usage with the rough water, better cleaning factor etc. It shows that if a brand has to increase its demand and market share it should concentrate on providing special features. The television advertising is an effective tool of creating customers in detergent sector today. The research also shows that price is the most important factor in selecting a detergent followed by brand image and suggestion by friends/family members.