STUDY ON CONSUMER PREFERENCE TOWARDS BATH/ TOILET SOAP IN CHANDRAPUR CITY

Marketing Management

ABSTRACT The soap manufacturing industry is one of the oldest industries operating in the FMCG sector in India, and accounts for more than 60% of the consumer goods sector. The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder, and bar. Bar soaps can be classified into three sections - premium, popular, and economic. Around more than 50% of soaps produced and sold in rural markets. Increasing awareness of hygienic standards in rural areas is providing growth opportunities to several players. Manufacturers are introducing soaps in different sizes and ranges, targeting consumers from low-income groups. Currently, there are around 5 million retail outlets in India which sell soaps, out of which 3.75 million operate in rural areas.In herbal category Indian market is flooded with hundreds of well-known and reputed brands. Due to many advantages and information Indian consumer is attracting towards herbal and natural products. The decision and use of a specific brand by the consumer throughout the time is impacted by the quality advantages presented by the brand particularly with regards to brand of edible and beauty care products. Availability factor also plays an important role because cheap price products are easily available as compared to expensive one. In bath/toilet category consumer preference is very difficult to judge. In this segment sales promotion is largely seen. This study focuses the preference behavior of toilet soap by consumer in rural and semi urban area within a chandrapur.

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