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Surf Excel Presentation
| Analysis of the Surf Excel’s 2012 Pre and Post-purchase behaviourin Mamallapuram | | [Type the author name] | 6/7/2012 |

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Preface

This project traces the detergent market and the demand for one particular detergent in Mahabalipuram, a small township in Tamil Nadu. Surf Excel is a leading detergent brand produced by Hindustan Unilever Ltd in India. This product is marketed in different price ranges and quantities. There is a wide range of categories under surf excel which are designed for different types of washing machines, fabric, and needs.

The decision to choose this brand came from a quick scan of the most popular detergent brand amongst college students. There are various factors that influence a consumer’s decision making process. The project involved delving into each of these factors to figure out the distribution of surf in Mahabalipuram. Mahabalipuram is a small township full of temples and a popular tourist destination. The local population has a choice to purchase among kiranas, shopping marts, and small stalls. Indian history and culture has a heavy influence on the local population. Our survey tries to address the following questions-Influence of socio-demographic factors, and psychological factors.

The survey involved analyzing the pre-purchase and post purchase behavior of consumers. The behavior was then further analyzed by the varied inputs, suggestions, and insights provided by shop owners, stall vendors and the local population. After getting this data, market share of all detergents were analyzed and conclusions were drawn based on statistical evidence.

Table of Contents Objective 2
Scope 2
Limitations3
Approach4
History of Surf Excel5
Marketing Outlook for Surf Excel6
Primary Data Analysis 2
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