Consumer Behavior and Satisfaction Toward Different Soap Brands

At this time of globalization, all industrial companies of many countries are competing vigorously at global level. Information technology, global communication and transportation has also become advance in global market. Global rivalry trend is not ending with open market economy. Brands are being sold all around the world. The preferences of consumers are significantly different towards imported brands in both developing and developed countries. Developed countries are focusing towards domestically produced products and consumers from developing countries preferring the foreign brands. Bangladesh is developing country having huge population is targeted to many soap brands at global level. The consumers of Bangladesh are using soaps regardless of varying demographic characteristics. Foreign soap brands like Lux, Dove, Lifeboy, Dettol, Fiama, Pears and so on. In these brands, Lux is the most demanded and sought in Bangladesh in 1964.

From that time, Lux is having success almost in every year. Lux was considered as the brand of best beauty soap, by the Kantar Worldpanel’s brand Footprint report. Other than these global soap brands, there are many other domestically soap brands that are fighting against the other global brands. Like local brands of soap are not much expensive and can suite the tropical weather of Bangladesh. Some most reputed local soap brands of Bangladesh are Sandalina Sandal Soap, Tibet, Meril, Keya, Cute, ACI soaps. In 2017 to 2016, A survey was conducted Kantar Milward Brown, the Sandalina Sandal Soap was considered the most using local soap brand in Bangladesh for two consecutive years. By observing studying all global moves, Researchers know aboy the attitude of students of Bangladeshi University towards foreign beauty soap and domestic soaps. The Participants were asked for assessing Sandalina Sandal Soap that was preferable local soap brand and Lux that was most favored foreign soap brand. They made comparison of attitude between foreign and local soap brands in Bangladesh.

The most important factor of the marketing is the consumer preference. Market manager must have maximum knowledge about the factor affecting the purchasing pattern of customers. These patterns are directly influenced by economic, demographic, sociological and psychological factors. This is really important for them that how to translate their wants into meaningful technical language. Consumers describe their demands and desires with respect to product benefits, characteristics, functions, performance criteria as well as manufacturing processes and procedures. Market manager must consider all aspects and aware about the reasons of questions like why people buy soaps. They must know the requirements of their customers that differ in present and future. This represents the effective sales potential. Moreover, they must know that customer is really seeking their products and services. The ultimate motive of marketing services based on consumer satisfaction.

Toilet Soaps- The most important Daily basic requirement of any consumer is the Toilet soap. This is used for cleansing purposes and is beatifying product. There are large number of toilet soaps at national and global level. Some of the quality brands are Lux, Dove, Power, Rexona, Hamam, Pears, Cinthol, Medimix, Lifebouy and Mysore sandal. These brands are different from each other and each has its own importance. It is really important to find the Impact of Brand reliability, profitability, and retention of existing customers for repeat purchases and advertisement lure the buyers. The market of toilet soap is significantly competitive and fragmented in nature. Some of the brands are selected for study;

1. Lux
2. Hamam
3. Dove
4. Power
5. Cinthol
6. Rexona
7. Medimix
8. Pears
9. Lifebouy
10. Mysore sandal

Toilet soap industry is also facing severe competition even at global level. Its usage is penetrating in urban and semi-urban areas is very high. Consumer satisfied when performance and quality of product and expectations equally matched. The study in this area shows that effort and cost of acquiring new customers are more instead of retaining existing ones.

Customer satisfaction also leads to better. So, it is imperative for marketers and researchers to understand the critical factors influencing the consumer behaviour. The Indian market structure shows that it has over 1200 million people living nearly 5000 towns and cities and about 600,000 villages. Products need to pass through several price points and conditions to satisfy all consumers. The reports show that the toilet soap's per capita consumption in India is very low as 800g when compared to the US, which is 6.5kgs, 4 kgs in China and 2.5 kgs in Indonesia the toilet soaps can be put into four groups and categories namely,

Researcher understands the factors affecting the customer’s behavior. The structure of Indian market shows that it has more than 1200 million people living in approximately 5000 towns, cities and 600,000 villages. Products satisfy all customers with price and quality. This report show that consumption of soap per capita in India is low as 800g comparing with US, China, Indonesia where soap divide in four groups namely premium, popular, economy and carbolic soaps. The result is the growth of premium brands by at least 15%.

People belong to different level of income that used different brands, which fall under different segments. Rural consumers in India constitute 70% of the population. Consumer behavior is an integral part of strategic marketing planning. This is belief that and social responsibility and ethics should also be integral components of marketing decision the societal marketing concept through which marketers fulfill the needs of their target markets to improve society. The attributes of consumer satisfaction are price, Product Quality, Advertising Media, Product Packaging Resolving Consumer, Complaints, Overall Communication, Accessibility and Attitude.