Acknowledgment

We would like to express our gratitude to those who gave us the possibility to complete this
project. We are deeply indebted to our resource person Mr. Imran Sadiq who helped,
motivated and provided us with the opportunity for practical work. We are thankful for his
given precedence while finishing our research. It was not possible for us to complete this task
without his guidance.













Contents
Executive Summary ................................................................................................................................. 4
History & Introduction ............................................................................................................................ 4
Unilever Pakistan Limited ................................................................................................................... 5
Mission ................................................................................................................................................ 5
Unilever Brands in Pakistan ................................................................................................................ 5
Unilever LUX ........................................................................................................................................ 6
Chapter 4: Consumer Motivation ......................................................................................................... 7
Rational V/s Emotional Motives ......................................................................................................... 7
Cognitive Arousal ................................................................................................................................ 7
Innate and Acquired Needs ................................................................................................................ 7
Chapter 5: Personality and Consumer Behaviour ............................................................................. 8
Consumer Innovativeness ................................................................................................................... 8
Variety Novelty Seeking ...................................................................................................................... 8
Fixated consumption behaviour ......................................................................................................... 9
Chapter 6: Consumer Perception ..................................................................................................... 9
Sensation ............................................................................................................................................. 9
Perceived Quality of Products ............................................................................................................ 9
Selective Attention ............................................................................................................................ 10
Chapter 7: Consumer Learning ............................................................................................................. 10
Observational Learning (Vicarious or Modelling Learning) .............................................................. 10
Stimulus discrimination..................................................................................................................... 10
Central route to persuasion .............................................................................................................. 10
Chapter 8: Consumer Attitude Formation and Change ........................................................................ 10
Attitude toward the Ad model .......................................................................................................... 11
Theory of trying to consume model ................................................................................................. 11
Elaboration Likelihood Model (ELM) ................................................................................................ 11
Questionnaire ....................................................................................................................................... 12
Questionnaire Analysis ......................................................................................................................... 13
Need of the study ............................................................................................................................. 13
Objectives of the study ..................................................................................................................... 14
Research methodology ..................................................................................................................... 14
Limitations ........................................................................................................................................ 14
Data source ....................................................................................................................................... 15


Analysis ............................................................................................................................................. 15
To observe the gender distribution of our Sample ....................................................................... 15
To observe the income level of our respondents ......................................................................... 15
To observe the age limits of our respondents .............................................................................. 16
To observe the relationship of gender and quantity of consuming soap ..................................... 17
To observe the relationship of gender with Brand preference .................................................... 17
To observe the relationship of Gender with Usage of LUX ........................................................... 18
To observe the relationship of Gender with the reason of using LUX .......................................... 18
To observe the relationship of Gender with the celebrity endorsement ..................................... 19
To observe the relationship of Gender with the Favourite LUX soap type .................................. 19
To observe the relationship of income level with the pricing ...................................................... 19
To observe the relationship of income level with the brand preference ..................................... 20
To observe the relationship of income level with the influence offer ......................................... 21
To observe the relationship of income level with the sizing of LUX ............................................. 21
To observe the relationship of income level with the frequency of purchasing .......................... 22
To observe the relationship of income level with the locality of purchasing ............................... 23
To observe the relationship of age limits with the brand preferring ........................................... 23
To observe the relationship of age limits with the celebrity endorsement ................................. 24
To observe the relationship of age limits with the LUX Type ....................................................... 24
Factor Analysis .................................................................................................................................. 25
Conclusion of the study .................................................................................................................... 25
Conclusion ............................................................................................................................................. 25
Recommendations ................................................................................................................................ 26
References ............................................................................................................................................ 26









Executive Summary
Unilever is one of the biggest multi-national FMCG companies in the world. The company
has more than 400 brands worldwide, with revenues of 44.262 billion Euros (2010). More
than 70% of the companys sales are from top 25 brands, which includes Axe, Blue Band,
Dove, Lux, Flora, Heartband, Hellmanns, Knorr, Lipton, Surf, Rexona, & Sunsilk.
The purpose of this report is to first analyse the demand for Lux soap & secondly to see what
marketing & consumer behaviour concepts does Lux adopt in its advertising campaigns &
promotional strategies. To fulfil the first purpose, we made a questionnaire on Lux soap.
Then after gathering the responses from people, we used SPSS software, to analyse the
demand of Lux soap among different customers. To do so, we conducted Cross tabulation,
Factor analysis, & frequency distribution on the gathered data.
For the second task, we applied different marketing & consumer behaviour concepts on
which Lux has been marketing itself over the years. The concepts are taken from topics of
Consumer Motivation, Personality & Consumer Behaviour, Consumer Perception, Consumer
Learning, & Consumer Attitude Formation & Change.
History & Introduction
Unilever is one of the worlds largest and leading multinational companies; Unilever
commenced their business activities on a larger scale by setting up their first
factory in Netherlands, in the year of 1890. Oper at i ng i n Paki s t an f or over
t he l as t f our decades t he company i s t r yi ng t o significantly contribute
towards the augmentation of the standard of living by bringing world class high
quality products at the door step of their customers. The usage of Unilever products by over
90% of the people in Pakistan stands a testimony to their successful operation. . Their array
of products show that they produce household care, fabric cleaning, skin
cleansing,Skincare,or al car e, hai r car e, per s onal gr oomi ng, and t ea bas ed
bever age pr oduct s under wor l dwi de famous brand names Wheel, LUX, Lifebuoy,
Fair & Lovely, Pond's, Close Up, Sun silk, Lipton, Lipton Taaza, Peps dent, All Clear, Vim,
Surf Excel, and Rexona. Unilever is one of the biggest companies of the world with its
products spread all over the world. Present in 150 countries around the world with a wide
range of products. The Unilever shares in the world are:




Europe | 15bn | 38%
Asia/Africa | 12bn | 29%
America | 13bn | 33%.




Unilever Pakistan Limited
The Unilever Pakistan Limited formerly Lever Brothers Pakistan Limited was established in
Pakistanin1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable
oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the
largest multinationals operating in the country. It is operating six factories at different
locations around the country. The Unilever's Head Office was shifted to Karachi from the
Rahim Yar Khan site in the mid 60's.
Mission
We meet every day needs for nutrition , hygiene and personal care with brands that help
people feel good, look good and get more out of life.

Lever brothers will be the foremost consumer product company in Pakistan with care, skin,
ice cream and spread. Already positioned in tea, hair, dental and household care,
substantially profitable position in cooking oils and fats our strengths come from our people
and from combining the best of our international as well as Pakistan origin. Our commitment
is to continuously care for the need of our customers, consumers, employees, suppliers,
shareholder sand the community in which we live. As one of Unilever's leading brands, it
has always been Wall's mission to add vitality to your life- while being responsible about
good nutrition.
Unilever Brands in Pakistan
Blue Band, Supreme Tea, Clear Shampoo, Close Up, Fair & Lovely, Lifebuoy soap &
shampoo, LUX, Surf Excel, Walls, Lipton Tea, Sunsilk, Knorr Soup / noodles, Rexona,
Imperial, Ponds.




Unilever LUX
LUX soap was first launched in the UK in 1899 as a flaked version of soap. Subsequently it
was launched in the US in 1916, and marketed as laundry soap targeted specifically at
'delicates. The flake-type soap allowed the manufacturer some leeway from lye because it
did not need to be shaped into traditional cake-shaped loaves as other soaps were. The result
was gentler soap that dissolved more readily and was advertised as suitable for home laundry
use.
LUX is currently a product of Unilever. The name "LUX" was chosen as the Latin word for
"light and because it was suggestive of "Luxury. In Pakistan LUX was first introduced in
1956 and till now LUX has become one of the top soap in Pakistan.






Chapter 4: Consumer Motivation
Rational V/s Emotional Motives
Rationality
Rationality implies that the consumer selects the product on the basis of objective things like
size, weight, price etc. LUX is positioning itself with the low price as compare to other
brands of soaps. LUX is also available at different weights and sizes depending on the needs
of consumers. It can also be said that people buy LUX after doing rational calculations about
it because it meets all the criteria of rationality quite well.
Emotional
These are the motives imply the selection of goals according to personal or subjective criteria. Some people get
influenced by the advertisements of LUX and end up buying LUX. For example, LUX soap captures most of
the famous female celebrities in ads and especially fans of those celebrities buy LUX and they do not have any
logical justification about the purchased item.
Cognitive Arousal
Its been said that advertisements are cues that are designed to arouse needs. When people live in diverse
environment, they experience many opportunities for need arousal. For instance while watching an ad of
LUX petal rose, any girl or woman who loves flowers or perfumes would want to buy it by imagining the
fragrance of roses in her mind. So, by doing this LUX makes people to end up in buying their product by
having different type of LUX soaps and each of them have difference from one and other. They are targeting
people (mostly females) with varying interest and giving them different fragrance and features in LUX.
Innate and Acquired Needs
Innate Needs
The state of being clean and conductive to health is the basic need of every human being. LUX as a
commodity is fulfilling the innate needs of its consumers because the major proportion of households uses


LUX as bath soap. LUX is fulfilling the primary needs or motive by capturing the customers mind with
offering lowest price of soap among all the competitors
Acquired Needs
Acquired needs are needs that we learn in response to our culture or environment. LUX is also fulfilling the
acquired needs by making them feel the prestige after using LUX. For say, when anyone who can relate
herself with the famous celebrity in LUX ads and after buying and using it, that consumer will feel prestige to
follow the celebrity choice of soap. As LUX brand ambassadors promote the product for a longer period of
time and people feel kind of attached to the product along with celebrity. It can be taken in another way that a
person is an long time user of LUX soap will feel affection with the product and whenever he/she is to buy
soap the choice will definitely be LUX soap. Because LUX is one of the oldest brands of soap and its share
and reputation in market have increased by years, it did not exist from the market of soaps.
Chapter 5: Personality and Consumer Behaviour
Consumer Innovativeness
LUX frequently comes up with new kinds of soaps. There are already many different kinds of LUX soaps
existing in the market. Some of them are as follows:
1. Orchid Touch
2. Almond Delight
3. Energizing fruit
4. Aqua Sparkle
5. LUX energizing honey
6. LUX golden glow
7. LUX nature Pure
8. Aromatic Radiance
9. Petal Touch
10. Creamy delight
11. Pearl glow
12. Youthful essence

Each of them is targeting different consumers with different personalities and interests. So, LUX is innovative
in a sense that it transforms the consumers interest in physical daily usable product.
Variety Novelty Seeking
LUX attracts consumer who are variety seeking who keep on trying new brands and
alternatives. Who are vicarious explorer of things and keep on searching for new information
about product and innovators. As mentioned earlier, LUX is giving variety in its soaps
starting from the simple Nature Pure LUX to LUX energizing honey. One just name the
type of interest or fragrance in soaps, and they will get the required thing in LUX soaps
variety. No other brand is giving this much variety to customers and each time a product
comes with different era of promotions and placements. LUX is highly recommendable for
the exploratory purchase behaviours.



Fixated consumption behaviour
Its a fixed behaviour that a consumer shows towards the certain product while purchase. LUX fixates the
consumer with different interests by launching different LUX soaps and by giving innovativeness. A lady
who is very conscious about her teenage skin or very much concerned about the wrinkles on face will surely
fixate her purchase choice with LUX youthful essence
Chapter 6: Consumer Perception
Sensation
Sensation is the immediate and direct response of the sensory organs to the stimuli. There
was a recent offer by LUX for Gold Coin Scheme in soap in November, 2011. This kind of
offer must have captured immediate response of many customers to get gold coin first.

Gold Coin Scheme by LUX
Perceived Quality of Products
Consumer perceived quality of a product is based on a variety of informational cues that they
associate with the product. Some are intrinsic and others are extrinsic.
Intrinsic
LUX soaps colours attract customers so much. Purple, pink, blue, green, white,
orange etc.
Different sizes of LUX e.g. 40gm, 80gm and 100gm.
Different fragrances i.e. LUX Peach and Cream, LUX Strawberry and Cream etc.
Different aromas in LUX soap e.g. LUX Purple Lotus and Cream (Recently
Launched)
Extrinsic
Old brand name since 1956
Known as Soap for the Starts
Almost available at every retail store.


Selective Attention
Consumer gives attention to those things which satisfy their need or what they want to see
that will fulfil their need/wants. LUX products and ads are attention catching. People stay and
watch the commercial because it attracts them. Taking the example of LUX beauty oils,
whereas oils have been used to clean the skin and remove deep-seated impurities from it. This
new ingredient of LUX is useful for the females who want to retain the softness of the skin
and want to prevent wrinkles. So, this kind of products catches the attention of females who
want to make their skin soft and healthy.
Chapter 7: Consumer Learning
Observational Learning (Vicarious or Modelling Learning)
Learning process where individuals learn behaviour by observing the behaviour of others and by the
consequences of those behaviours. Anyone whose skin looks more fresh and younger than before by using
LUX youthful essence then obviously her friends will observe positive response from her about LUX. It is
the female segmented product and female are more conscious about their beauty so when they one female
using product with positive result then they definitely go for that particular product.
Stimulus discrimination
This discrimination is the basis for positioning which looks for unique ways. Marketers want you to think of
their product differently than the rest when you are looking at the shelf in the grocery store. LUX promotions
are always so attracting that they grab the attentions of customers from other soap brands. Placing big flexes of
LUX on heighted building, choosing famous and latest celebrities in ads, mesmerizing concepts of ads are the
factors that keep LUX brand different from others.
Central route to persuasion
When a product is of high importance, a consumer is likely to think through the advertising and examine
details and information. This is the central route to persuasion. When in LUX ads, a lot of information is given
about the healthy ingredients then definitely a consumer gets involved in it and start thinking about her type of
skin and required kind of LUX soap for that. Or a females who likes strawberries and she sees a lot of
strawberries in LUX strawberry & cream advertisement then she will be involved in that ad and end up
buying that soap.
Chapter 8: Consumer Attitude Formation and Change
Consumers seek information before buying a product. On the information basis, they make
decisions. In this process, we cannot neglect the influence of attitude in buying decision.
Attitudes have a strong impact on the consumer choices. This is wrong that attitudes dont
change. Attitudes change by time. There could be many reasons why your attitude changes
towards any product. This chapter includes different concepts. Some of the concepts in
relevance to LUX are as follows:


Attitude toward the Ad model
Watching advertisements on the television has an effect on the attitude formation of a
consumer towards that product. When we watch an ad, we are indirectly absorbing the theme
of that ad in our mind. And on the time of shopping, you pick up the product that has the
strongest impact in your mind. LUX has always made high budget ads. In their ads, they
showcase those celebrities who are the symbol of beauty. People watch the ads on television
and sometimes the attractive offers attract them to use LUX.






In first case, positive relation has been developed between attitude toward ad model and
decision making while in second decision the ad has negative relation with consumers
decision making.
Theory of trying to consume model
In this model there are two important factors that can affect the consumers choice. Two
factors are, Personal and environmental impediments. Some people buy LUX because of its
low price. When people want to buy low price soap and the soap that is promising to give
beauty in same price, it will encourage them to buy LUX. LUX serves different categories of
consumers. Some people buy them because it suits their skin in different weather conditions.
If the person wont found any of the features of LUX according to his/her demands, he wont
be motivated enough to buy LUX.
Elaboration Likelihood Model (ELM)
This model gives two reasons of attitude formation and change. They address two different
concepts. According to this model, central route and peripheral route are the two factors of
attitude formation and change. According to central route, when a persons ability is high to
analyse the message, he will take any of the attitudes about the product on his own. This is
the reason LUX keeps on changing and modifying their ads. There is a consistency in their
new ads. Any old will not be repeated for a long time. Due to this, a person who will be high
at analysing wont have any negative impact on his mind. The aim is not to create positive
impact on all people but the person who is high at central route should not even have negative
impact in his mind. In peripheral route, low involvement of the customers is there. A person
will not focus on the details that either the ad is new or not. Either the ad on the board is new
2
1
Not interested in buying
LUX
More chances to buy
LUX next time
He/she does not find it
interesting
He/she founds that
ad/offer interesting
A person watching an
ad of LUX


or it is old. For low involvement customers, LUX made colourful and fancy ads. It attracts
the customers mind towards the ad.
Questionnaire
Objective: To study the brand performance of Lux bath soap

1. Gender:
1. Male 2. Female

2. Family monthly income:
1. Up to 10000 2. 10000 - 15000 3. 15000 - 20000
4. 20000 - 35000 5. Above 50000

3. Age:
1. 15-25 2. 25-35 3. 35-45
4. 45 and above

4. How many bath soaps do you buy for your household every month?
1. 1 2. 3 3. 5
4. 7

5. Which kind of bath soaps do you like? (Tick as many you think appropriate)

1. Thick lather 2. Transparent 3. Milky
4. Colour 5. Glycerine 6. Medicinal

6. What is the maximum price you spend for standard sized bath soap?
1. Rs.35-45 2. Rs.45-55 3. Rs.55-65

7. Which brand do you prefer the most?
1. Lux 2. Dove 3. Lifebuoy
4. Detol 5. Other

8. Have you ever used Lux soap?
1. Yes 2. No

9. If yes, please specify why?
1. Perfume 2. Colour 3. Lather
4. Long lasting 5. Hygienic 6. Protect skin

10. If no, it is because:
1. Lack of awareness 2. Lack of availability 3. You find it expensive
4. You dont like the product 5. Other



11. Do you remember any of the TV advertisements of Lux soap?
1. Yes 2. No

12. Does celebrity endorsement prompt you to purchase Lux soap?
1. Yes 2. No

13. Have you tried new variants of Lux soap after viewing the advertisements?
1. Yes 2. No

14. Which of the offers available influence you the most to purchase Lux Soap?
1. Discounts offer 2. Buy one get one 3. Combo pack
4. Other

15. Which type of Lux Soap you like the most?
1. Peach Milk 2. Cream Milk 3.Pink Cream
4. Badam Milk

16. What is the size of the Lux Soap you usually purchase?
1. 100g 2. 200g 3. 300g

17. How frequently you purchase Lux Soap?
1. Every Week 2. Every fortnight 3. Every month
4. Occasionally

18. From where do you usually purchase Lux Soap?
1. Nearby Store 2. Retail Store 3. Whole Seller
4. Modern Trade
Questionnaire Analysis
Need of the study
The term consumer behaviour refers the behaviour that consumers display in the searching
for purchasing, using, evaluating and disposing of product and services that they expect, will
satisfy their needs. Consumer is highly complex individuals, subject to a variety of
psychological needs and buying behaviour. Need and priorities of the different consumers
segment differ effectively.
This project has been undertaken to understand the consumer behaviour towards LUX soaps
that are the product of Unilever Brands. There is a different variant of LUX soap available in
a market for bathing. So we decided to study that which variant is most attractive for the
consumer and why in terms of Fragrance, Colour, Lather, Long lasting, Hygienic and for skin
protecting. As well as to get to know that from where people mostly buy the product and are
they influenced by any of the promotional offers as well as celebrity endorsement.


These are the core points which are needs of the study.
Objectives of the study
Following are the objectives of this research study:
To study the awareness of LUX soap among the urban area i.e. within the locality of
Johar Town, Lahore
To get to know the most favourite type of soap in a particular area
To get to know the most favourite bathing soap brand in a particular area
To know what are the expectations of the buyers towards their favourite bathing soap
To know how the several factors like price, quality, brand name, availability affects
the buying decision
To get to know the effect of advertisement and celebrity endorsement toward the
LUX soap
To get to know the most favourite type of LUX soap
To get to know the frequency of usage of LUX soap
Research methodology
Since this research work is conducted in an urban area named Johar Town, Lahore. So, we
have collected all the needed information through two methods.
Primary Data
Secondary Data
For this project we have used primary data which was collected through the use of
questionnaire.
Secondary data was also used, which were collected through
Internet
Magazines
Management books
Limitations
Although every effort is made to make the result accurate but almost all the report suffers
from certain limitations. The result which we obtained from this study, also suffers from
certain limitations. The limitations of this study are as follows.
This study is done in Johar Town, Lahore. Hence this study is applicable only in that
particular region and not elsewhere.
Time frame of this study was limited to 10 days only (January 1, 2012 to January 11,
2012).The result could be different if the time frame would have long.
We visited personal to personal to collect the opinion and perception about LUX
soaps and this may vary because they may be biased as the perception regarding their
favourite brands.


Sometimes some consumers were not in full mood to give the answers of our
questionnaire so some of the answers may not be exact.
Data source
Following are the data resources of our research study:
Consumers Residents of Johar Town, Lahore, Pakistan
No. of sample respondents 44
Types of sampling Probability sampling including simple random sampling.
Time frame 1
st
January, 2012 to 11
th
January, 2012 (10 days)
Analysis
To observe the gender distribution of our Sample
As we know that gender always play an important role while conducting any research to find
out the consumer behaviour. So the gender distributions of our sample are as follow:


Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 15 34.1 34.1 34.1
Female 29 65.9 65.9 100.0
Total 44 100.0 100.0

There are 34.1% of our respondents were male, rest of the 65.9% of our respondents were
female.
To observe the income level of our respondents
As we know that income level also plays an important role while conducting any research to
find out the consumer purchasing behaviour. So the income levels of our respondents are as
follow:







Monthly Income

Frequency Percent Valid Percent
Cumulative
Percent
Valid 10,000 to 15,000 2 4.5 4.7 4.7
15,000 to 20,000 2 4.5 4.7 9.3
20,000 to 35,000 13 29.5 30.2 39.5
Above 50,000 26 59.1 60.5 100.0
Total 43 97.7 100.0
Missing System 1 2.3
Total 44 100.0

Most of our respondents are having the monthly income of above the 50,000 PKR that is
59.1%. Rest 29.5% have the monthly income from 20,000 to 35,000 PKR.
To observe the age limits of our respondents
Age is also a very critical factor while analysing the behaviour of a consumer towards
purchasing, likeness and frequency of usage of any product. So here are the age limits of our
sample:
Age

Frequency Percent Valid Percent
Cumulative
Percent
Valid 15-25 25 56.8 56.8 56.8
25-35 12 27.3 27.3 84.1
35-45 5 11.4 11.4 95.5
45 and above 2 4.5 4.5 100.0
Total 44 100.0 100.0



Most of our respondents are from the age limit between of 15 to 25 years that is 56.8%
whereas, 27.3% of our respondents are from the age limit of 25 to 35.
To observe the relationship of gender and quantity of consuming soap
Gender * quantity of consuming Cross tabulation
Count
quantity of consuming
Total 1 3 5 7
Gender Male 0 5 5 5 15
Female 2 5 7 15 29
Total 2 10 12 20 44

As we can see that more of the females (15 out of 29) are consuming 7 soaps in a month.
While 7 out of 29 are consuming 5 soaps in a month whereas, 5 out of 29 are consuming 5
soaps in a month. Moreover average 33% males are consuming 3, 5, and 7 soaps in a month.
To observe the relationship of gender with Brand preference
Gender * Preferred Brand Cross tabulation
Count
Preferred Brand
Total LUX DOVE LIFEBOUY DETOL OTHER
Gender Male 4 4 0 4 3 15
Female 8 15 2 2 2 29
Total 12 19 2 6 5 44

There are total 15 male respondents out of 44 in this query. And the responds were 4, 4, and 4
for the LUX, DOVE, and DETOL respectively. And for the female responds, there are 15
females who said that they prefer Dove soap as compare to others and 8 females voted for the
LUX. So there are total 12 respondents who said that they prefer LUX soap as compared to
others.


To observe the relationship of Gender with Usage of LUX
Gender * Ever used Lux Cross tabulation
Count
Ever used Lux
Total Yes No
Gender Male 11 4 15
Female 25 4 29
Total 36 8 44

36 numbers of people said that they used LUX soap in their life out of 44 total respondents.
11 are the males and 25 are the females respondents who said that they used LUX in their
life.
To observe the relationship of Gender with the reason of using LUX
Gender * Reason for use Lux Cross tabulation
Count
Reason for use Lux
Total Perfume Colour Lather Protect Skin Protect Skin
Gender Male 6 3 1 1 0 11
Female 9 12 1 0 4 26
Total 15 15 2 1 4 37

There are equal votes of Perfume and colour for reasoning LUX soap that is 15, 15
respectively out of 37. 6 out of 11 males said that they prefer perfume as compare to other
reasons for using LUX and 12 out of 26 females said that they prefer colour as compare to
other reasons for using LUX.



To observe the relationship of Gender with the celebrity endorsement
Gender * Celebrity Endorsement Cross tabulation
Count
Celebrity Endorsement
Total Yes No
Gender Male 3 8 11
Female 10 15 25
Total 13 23 36

More of our respondents said that they have not any celebrity endorsement for using LUX.
To observe the relationship of Gender with the Favourite LUX soap type
Gender * Type Of Lux Cross tabulation
Count
Type Of Lux
Total Peach Milk Cream Milk Pink Cream Badam Milk
Gender Male 3 5 2 1 11
Female 5 9 8 0 22
Total 8 14 10 1 33

More of our female respondents said that they prefer cream milk variant of LUX as compare
to others and at the second they prefer Peach milk variant. While more number of females
said that they prefer Cream milk variant and they place Pink cream at the second place.
To observe the relationship of income level with the pricing

Monthly Income * Pricing Cross tabulation



Count
Pricing
Total Rs 35 to 45 Rs 45 to 55 Rs 55 to 65
Monthly Income 10,000 to 15,000 1 1 0 2
15,000 to 20,000 1 1 0 2
20,000 to 35,000 2 8 3 13
Above 50,000 9 10 7 26
Total 13 20 10 43

As most of our respondents have the income level above then 50,000 PKR. So 10 out of 26
said that they prefer the soap with the worth of PKR 45 to 55. And 9 out of 26 said that they
prefer PKR 35 to 45. As most of the people (20 out of 44) said that they prefer PKR 45 to 55
worth of soap.
To observe the relationship of income level with the brand preference
Monthly Income * Preferred Brand Cross tabulation
Count
Preferred Brand
Total

LUX DOVE
LIFEBOU
Y DETOL OTHER
Monthly
Income
10,000 to
15,000
1 0 1 0 0 2
15,000 to
20,000
0 1 0 1 0 2
20,000 to
35,000
5 5 1 0 2 13
Above 50,000 6 12 0 5 3 26
Total 12 18 2 6 5 43


Dove and Lux are the most preferring brand respectively within the income brackets of PKR
50,000 and above and PKR 20,000 to 35,000. And if we see overall results of preferring
brand within the income level, then LUX and DOVE are the most preferring brands. The
other thing which came in is that the people who have income of above then 50,000. They are
somewhat health conscious too as 5 out 26 females said they used DETOL as well.
To observe the relationship of income level with the influence offer
Monthly Income * Influenced Offer Cross tabulation
Count
Influenced Offer
Total
Discount
Offer
Buy one get
one
Combo
Pack Other
Monthly
Income
10,000 to
15,000
0 1 0 0 1
15,000 to
20,000
1 0 0 0 1
20,000 to
35,000
3 1 1 3 8
Above 50,000 3 3 3 13 22
Total 7 5 4 16 32

50% of our respondents said that they didnt influenced by any offer. And 3, 3 respondents
out of 8 and 22 are influenced by discount offers within the income bracket of PKR 20,000 to
35,000 and above then PKR 50,000 respectively.
To observe the relationship of income level with the sizing of LUX
Monthly Income * Size of Lux Cross tabulation






Count
Size of Lux
Total 100g 200g 300g
Monthly Income 10,000 to 15,000 0 1 0 1
15,000 to 20,000 0 0 1 1
20,000 to 35,000 2 5 1 8
Above 50,000 4 13 5 22
Total 6 19 7 32

Most of our respondents said that they prefer to buy 200g at every purchasing of LUX.
To observe the relationship of income level with the frequency of purchasing
Monthly Income * Frequency to Purchase Cross tabulation
Count
Frequency to Purchase
Total
Every
Week
Every
Fortnight
Every
Month
Occasionall
y
Monthly
Income
10,000 to
15,000
0 0 1 0 1
15,000 to
20,000
0 0 1 0 1
20,000 to
35,000
2 0 6 0 8
Above 50,000 2 2 8 10 22
Total 4 2 16 10 32

Most of our respondents that is 50% said that they prefer to purchase LUX every month.


To observe the relationship of income level with the locality of purchasing

Most of our respondents said that they prefer to buy LUX from Retail store. At second they
prefer the nearby store for purchasing but the interesting factor is that our respondents that is
50% who have monthly income of above than PKR 50,000 love to purchase LUX from the
nearby store.
To observe the relationship of age limits with the brand preferring
Count
Preferred Brand
Total LUX DOVE LIFEBOUY DETOL OTHER
Age 15-25 5 15 0 3 2 25
25-35 5 2 2 3 0 12
35-45 1 1 0 0 3 5
45 and above 1 1 0 0 0 2
Total 12 19 2 6 5 44
Count
Place to purchase
Total
Nearby
Store
Retail
Store
Whole
Seller
Modern
Trade
Monthl
y
Income
10,000 to
15,000
1 0 0 0 1
15,000 to
20,000
0 1 0 0 1
20,000 to
35,000
1 6 1 0 8
Above 50,000 11 7 0 4 22
Total 13 14 1 4 32


In youth (age 15 to 25) this is came into observation that they are in love with DOVE soap. 5
out of 25 within the age limit of 15 to 25 prefer LUX and 5 out of 12 prefer LUX within the
age limit of 25 to 35.
To observe the relationship of age limits with the celebrity endorsement
Age * Celebrity Endorsement Cross tabulation
Count
Celebrity Endorsement
Total Yes No
Age 15-25 9 12 21
25-35 3 6 9
35-45 0 4 4
45 and above 1 1 2
Total 13 23 36

Well, 9 out of 21 respondents said that they have a celebrity endorsement within the age limit
of 15 to 25.
To observe the relationship of age limits with the LUX Type
Count
Type Of Lux
Total Peach Milk Cream Milk Pink Cream Badam Milk
Age 15-25 6 5 8 0 19
25-35 0 6 2 1 9
35-45 1 2 0 0 3
45 and above 1 1 0 0 2
Total 8 14 10 1 33



Within the age limit of 15 to 25, most of the respondents said that they prefer Pink Cream.
And within the age limit of 25 to 35, most of the respondents said that they prefer cream milk
variant of LUX.
Factor Analysis

Component Matrix

Component

1 2 3
Thick Lather .638 -.090 .185
Transparent .794 -.018 -.176
Milky -.553 -.649 .068
Colour -.094 .575 .151
Glycerine -.106 .275 .855
Medicinal -.356 .573 -.460
Extraction Method: Principal Component Analysis.
a. 3 components extracted.

Well according to factor analysis, there are three critical factors, when we talk about the
peoples perception about liking the soap type. So our study reveals that transparent is the
most critical factor among all, and at the second place milky is the second critical factor and
the third critical factor is glycerine.
Conclusion of the study
The study about the consumer behaviour of LUX within the Johar Town segmentation
reveals so many interesting factors like most of the people dont have any endorsement from
any celebrity and most of the people who have the income level of above then PKR 50,000
want to purchase LUX from their Nearby Store. Dove is the most preferable brand as
compare to Lux in this area and within the youth. Also most of our respondents deny the
concept of any influential offer offered by a company to market their product.
Conclusion
The beauty soap industry of Pakistan consists of a few producers in the industry. The demand
for this product is very much vulnerable in terms of pricing. Unilever Pakistan is providing
LUX at a price which is affordable to most of the people in the country. Beauty soap is an
uprising product in Pakistan as a greater portion of the population, both male and female, are
now getting more beauty conscious. As a multinational company Unilever with
heavy promotional activities, has been able to penetrate the market. With six different
fragrances, three different sizes, international standard and high quality design, as a product,
LUX has been highly successful over the years. Its distribution process is highly efficient. Its
promotional activities, like the beauty contest has been a milestone in attracting a huge


number of customers. Overall with its marketing activities LUX has been a
successful brand. The only place where rival companies are progressing is in giving
customers redemption offers. Research revealed that Pakistani customers are highly attracted
to this sort of offers. These offers are not sustainable in the long run but still it takes away a
considerable part of LUXs sale in the short run.
Recommendations
We would suggest some recommendations to Unilever Pakistan Ltd. to adopt more successful
operation in Pakistan. Since a huge portion of the rural poor people is demanding LUX in
recent days, Unilever Pakistan Ltd should expand their target market also towards the rural
people. They should also conduct different promotional activities in rural fairs and socially
responsible promotional activities to attract rural consumers and social awareness.
Because LUX has different skin type soaps, so now if they provide different types of beauty
soaps for male and female soaps under the same brand name i.e. LUX it might increase their
sales. Lastly, as Pakistani culture children have a huge say in shopping so they should also
promote the product to children like their another brand Dove. These are the
recommendations suggested by team members to Unilever Pakistan Ltd. to adopt for a more
successful operation in Pakistan with large market share.
References

http://www.docstoc.com/docs/12726767/Lux-Segmentation