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Review Article z Available online at http://www.journalcra.com INTERNATIONAL JOURNAL OF CURRENT RESEARCH International Journal of Current Research Vol. 7, Issue, 07, pp.18060-18064, July, 2015 ISSN: 0975-833X REVIEW ARTICLE A BIRD VIEW OF CUSTOMER PERCEPTIONS TOWARDS THE SOAPS AND DETERGENTS OF BANGALORE KS&DL *,1Dr. C. Mahadeva Murthy and 2Dr. Veena, K. P. 1Department of Studies and Research in Management, Karnataka State Open University, Mukthagangothri, Mysore-570006, Karnataka, India 2Department of Master of Business Administration (MBA), VTU, Mysore Regional Center, Mysore – 570029, Karnataka, India ARTICLE INFO ABSTRACT Article History: India is the world’s richest sandalwood resources is from one isolated stretch of forests land in south Received 21st April, 2015 India that in Karnataka. The origin of sandalwood and its oil in Karnataka, which is used in making of Received in revised form Mysore sandal soap, it is well known as Fragrant Ambassador of India and sandalwood oil is in fact 06th May, 2015 known as “liquid gold”. Karnataka Soaps and Detergents Limited (KS&DL) is the only company is Accepted 18th June, 2015 having the license to extract sandal oil in India. This is the only company using pure sandal oil for Published online 28th July, 2015 manufacturing toilet soaps and other products. This is the largest Government soap manufacturing company in India. KS&DL collecting raw materials i.e., sandals from south Indian States of Key words: Karnataka, Andhra Pradesh, Kerala and some parts of Pune, Mysore is largest place in India having sandal trees. World production 85% of sandalwood production is from India, 10% is from Srilanka, Sandalwood, and 5% from Australia. KS&DL is the true inheritor of golden legacy of India the product produced Fragrant Ambassador, and marketed are the16 verities of toilet soaps, 04 verities of detergents, 02 verities of talcum powder, Liquid gold, Golden legacy. 13 verities of agarba this and verities of Mysore herbal care in the brand name of Mysore sandal. The main objectives of this research paper includes theoretical background on current scenario of Mysore Sandal Soaps and detergents and to highlight the demographic profile of the customers of KS&DL situated in Bangalore city through conducting a survey of 180 sample respondents. The paper further analyses the customers’ satisfaction and perception towards soaps and detergents and the extent of influence of the product attributes and brand preferences and brand loyalty in their buying behaviour. Copyright © 2015 Mahadeva Murthy and Veena. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Citation: C. Mahadeva Murthy and Veena, K. P. 2015. “A bird view of customer perceptions towards the soaps and detergents of Bangalore KS&DL”, International Journal of Current Research, 7, (7), 18060-18064. INTRODUCTION sector undertaking (wholly owned by Government of Karnataka) is the only company is having license to extract India is an affluent land of Sandal Wood. The world’s richest sandal oil in India. This is the only company using pure sandal sandalwood resource is from one isolated stretch of forests land oil for manufacturing toilet soaps and other products. KS & DL in South India that is Karnataka. Karnataka is the origin of collecting raw materials i.e., sandals from South India States of sandalwood and its oil, which is used in making of Mysore Karnataka, Andra Pradesh, Kerala and some parts of Pune. Sandal Soaps is well known as fragrant ambassador of India. In World’s sandalwood production is 85 per cent of sandal India Karnataka is the original name for sandalwood which production is from India, 10 per cent from Srilanka and 5 per also been called as “Gandhada Gudi” perfumed sandal cent from Australia. Karnataka is the original home place. Sandalwood oil is regarded as “Liquid Gold”. Worlds total production of Present Market Scenario sandalwood Karnataka state produces about 70 per cent of the sandalwood oil. It was this affluent sandalwood oil which India’s per capita consumption of detergent powders & bars became a reason to setup a soap factory in Karnataka. stands at 1.6 kg & soaps at 543 gm. In India soaps are available Karnataka State & Detergents Ltd. (KS & DL) is a public in five million retail stores, out of which, 3.75 million retail stores are in the rural areas. More than 65 per cent of India’s *Corresponding author: Dr. C. Mahadeva Murthy, Department of Studies and Research in Management, Karnataka State Open population resides in the rural areas; hence around 48 per cent University, Mukthagangothri, Mysore-570006, Karnataka, India. of the soaps are sold in the rural market. 18061 Dr. C. Mahadeva Murthy and Dr. Veena, K. P., A bird view of customer perceptions towards the soaps and detergents of Bangalore KS&DL Literature Review FMCG has received a pivotal position in the market for soap, paste although there are many competitors in the market. Any selected area of study a literature review is an evaluative report of information found in the literature. The review should Chandrasekhar (2012) conducted a study to analyze the brand describe, summarize, evaluate and clarify the study. Review loyalty of various brands in rural markets and identify the should give both theoretical base and determine the nature of presence and importance of local brands. Nagarajan, Sheriff research. Customers’ satisfaction is a judgment made by the (2013) highlighted the consumer mindset towards FMCG customer. It is borne out of the comparison of pre-purchase products. The study focuses on emerging challenges and expectations with past purchase evaluation of the product. prospects of marketing of FMCG products in India. They Satisfaction occurs when the perceived performance matches opined that the GDP of any country affects the growth of the the expectations. To have an in depth understanding of industry. They also opined that there should be clear consumers purchase decision many factors influencing to understanding about prevailing trends in changing consumer conduct studies in relation to environment factors, demographic interest so that their needs are tapped. They concluded that the factors, cultural factors and level of exposures. In this backdrop consumer mindset can be changed by making them to think some important studies conducted in the area consumer modernly. They finally concluded that the FMCG international behavior and perception in relation to soaps and detergents in is shifting their focus from urban to rural to launch new market India are briefly reviewed. segment in India. Stanton (1990) concluded that the consumer behavior would be Statement of the Problem determined by various psychological attributes rather than explicit factors such as change in quality, design of the The present study concerns itself with conceptual and commodity, packing etc. functional analysis of working performance and provides details regarding Mysore Sandal Soap factory in India in Kumar and Madhavi (2006) in their study evaluated the level of general and Karnataka in particular. The main purpose of the satisfaction and brand preference of FMCG consumers. study is performance evaluation of Karnataka Soaps and Multistage random sampling technique was adopted. Ten Detergents Ltd. the KS & DL is the only licensed company villages were selected from Cuddalore district and a sampling extract sandalwood oil and produces Mysore Sandal Soap in of ten from each village was selected resulting in two hundred India and Karnataka at Bangalore in particular. Hence, working as sample size. He revealed that rural marketing is not fully performance of KS & DL is most important in the present encased by marketers. FMCG products could significantly globalised scenario. In this context, the researcher has chosen increase their market share by extending attention to rural KS & DL Bangalore as case study. A microscopic study has areas. More generic product with different advertisement been conducted on KS & DL, Bangalore to evaluate the camping surely attract non users. This untapped source could working performance of KS & DL in general and customer be easily reached by FMCG manufacturing. Most of the perception and marketing strategies towards KS & DL in consumers are influenced by quality of the product so the particular. Therefore, the research problem has been stated as FMCG companies should strictly adhere to the quality “Performance Evaluation of Mysore Sandal Karnataka Soaps standards. and Detergents Ltd. in India. Sukat and Elsey (2009) conducted a study in Thailand to know Scope of the Study the behavior of male consumers in buying skin care products. He observed that beliefs, self-image, normative influences and The study expected to make an analysis of present status and attitudes have impacts on purchase intention and purchase working progress strategies and strength of different behavior in buying skin care products among Bangkok male departments in Karnataka Soaps and Detergent Ltd. Bangalore. consumers. Gihan (2010) conducted a study to explore how the The present study also intends to examine the customer marketing mix and demographic factors influence the brand perceptions and marketing strategies towards the soaps and preference and purchasing behavior of beauty soap among the detergents of KS & DL. The study conducted in Bangalore city female consumers with the latest trend and technology and and data collected from the customers in Bangalore city where teaches them ways to improve their standard of living. sample size collected is 180. It also gives the respondents Muthuvelayutham (2012) analyzed the relationship between socio-economic factors, customers satisfaction and perception demographic variables on the brand loyalty of the consumers towards soaps and detergents and the influence of the product and tries to identify the consumer’s switching factors in attributes and brand preferences and brand loyalty. It also respected selected product category. This study is essentially a covers customers brand loyalty at different levels of price correlation study.
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