A Study of Consumer’s Preference Between Lux Bath Soap and Santoor Bath Soap in Indore City, Madhya Pradesh
DOI:
https://doi.org/10.64882/ijrt.v14.iS2.1168Keywords:
Customer Preference, Bathing soap, original ingredients, Fine fragrance, BeautyAbstract
Hindustan Unilever positioned Lux bathing soap as a beauty and fine fragrance soap while the Wipro consumer positioned Santoor bathing soap as a product of original ingredients and young looking. Both the brands are positioned competitively and prices are almost same and their marketing strategies are focussed on more market share. Many times, santoor have taken lead by selling more volume than Lux soap. In the latest AC Nielsen study of this quarter shows that Santoor has become number one bathing soap in India by beating the sales of Lux and also Lifebuoy. The study conducted in Indore to know the preferences of consumers of Indore shown that Lux is still ruling the heart of customers and still ahead of Santoor. Total 150 customers were contacted out of which 140 responses are useful. Data analysis was done by using Cronbach’s Alfa and T-test.
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