Professional Documents
Culture Documents
BATH SOAP:
Soap is a cleansing agent made from the salts of vegetable or animal fats.
Bath soap is used as a toiletry face soap, toilet soap.
Bath soap is something that we all use when taking a shower or a bath. Choosing the right
soap can be important, especially for someone with sensitive skin or allergies. Selecting the
characteristics of soap such as price, fragrance, ingredients,color
and form such as bar, liquid or powder must also be considered when buying bath soap.
Review of literature:
Frayan mama (2006-07), gives an overview in his study that the author discusses the
definition of market segmentation and elucidates which definition is most meaningful for the
dissertation. The follow up discussion relates to key literature areas that are relevant to the
study.The main aim of these discussions is to understand the segmentation process and to
highlight the existing body of literature that informs this study. This study contributes to the
literature available on market segmentation with a focus on the FMCG industry. As
previously mentioned in the introduction of this dissertation, the current literature on
segmentation tends to be based primarily on telecoms and banking. However, the earlier
work on segmentation was written in reference to FMCGs, as they were the first to conduct
segmentation. However, interestingly,there was no mention of FMCGs as an industry in the
literature. The purpose of presenting three case studies (all FMCG based) was to determine
how they clarify and extend our understanding of segmentation within the FMCG industry.
This dissertation provides a current application of segmentation within this industry and
explains it through the 5 Is´ segmentation process model.According to Tynan and Drayton
(1987), segmentation is a crucial marketing strategy´.
Dibb (1999)believes that segmentation is a ³means of imposing a structure on the market
inorder to simplify the formulation and implementation of marketing strategies´. To support
this further, Wedel and Kamakura (2000) state that homogeneous segments do not naturally
exist within a market; but it is the marketers strategic view of the market that determines
these segments. Hence, different segments in the same market may need to be identified for
different strategic objectives (Wedel and Kamakura, 2000).
Urban (1978)assumes that there are existing differences among segments; therefore the
marketer's job is not to actually segment the market but to learn how it is naturally
segmented(Urban, 1978). Consequently, when the structure of the segmentation is
understood, the marketer can either ³select the most favourable target segment for his brand
and ignore others, or develop different marketing strategies designed to reach and influence
different segments´ (Urban,1978)
MEANING:
RESEARCH METHODOLOGY Is a way to systematically solve the research problem. It May
be understood as science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher un studying his research problem
along with the logic behind them. It is necessary for the researcher to know not only the
research methods but also the methodology.
Sample size:
100 respondents
Sampling technique:
convenient sampling
Sample area:
mumbai city
This study is done in Ludhiana city hence it is applicable only in this particular region and not
elsewhere.
Time frame of this study was limited. The result could be different if the time frame would
have been long.Sometimes some respondents were not in full mood to give the answers to
the questions so some of the answers may not be exact.