A study on understanding consumers’ perception to develop a market for SMART washing powder : a home care product from ACI consumer brands
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Date
2015-08-22Publisher
BRAC UniversityAuthor
Rashid, MorsalinMetadata
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Consumers’ perception plays a vital role for accepting or rejecting a product. It is not the
marketer who establishes a product but it is the consumers’ choice which establishes the product
in the market. Detergent powder falls under the commodity category. Changes in simple to
simplest factors can manipulate the game in the commodity product category. Factors like- brand
preference, product quality and attributes, availability, promotional factors, price and level of
satisfaction are few of the determinants of consumers’ perception. A survey was taken on a little
number of detergent powder users on those factors. Questions were asked them on their current
detergent powder usage to determine their perception. On the light of their responses I tried to
find out the consumers’ perception about using their current detergent powder. I started the
report from the company overview and put light on giving a brief about ACI as a local FMCG
Company in Bangladesh. Furthermore, I have added the jobs I have performed during my
internship period. During my internship, I had some observation so I also included them into my
report along with recommendation. The project part reflects the summary of the project which I
worked on. The objective of the project, methodology and limitations are also included in this
part. I have analyzed the survey result in my own word and after analyzing I got some findings
and stated those findings as suggestions for new competitor of the market- SMART washing
powder. For easy understanding of this report, supporting topics and materials are taken in the
light of textbooks and other authentic sources. At the same time various information like
company profile, product info, supporting activities and statistics were solely taken from the
company’s website and authentic sources. This work will only be successful if the readers get
benefit from it and take it for further study.