Investigating Consumer Behavior and Attitudes towards P&G Baby and Healthcare Products: A Market Research Proposal

In this research proposal we will discuss about consumer behaviour & attitudes and below are the summaries point:- The research proposal aims to investigate consumer behavior and attitudes towards P&G products in the baby and healthcare category. The study focuses on conducting qualitative and quantitative research to gain insights into consumer experiences and perceptions. The objective is to understand the reasons behind the low growth rate in sales volume of P&G health and hygiene products in India.

INVESTIGATING CONSUMER BEHAVIOUR AND ATTITUDES
TOWARDS P&G PRODUCTS FALLING UNDER BABY AND
HEALTHCARE.
A RESEARCH PROPOSAL
(29TH JANUARY, 2019)
PREPARED FOR:
PROCTER AND GAMBLE (P&G)
BY:
MACTION CONSULTING PVT. LTD
A/1/D, CHINUBHAI TOWER,
ASHRAM ROAD AHMEDABAD, INDIA.
CONTACT:
VICTOR CHRISTIANA
(A RESPONSE TO A BRIEF FROM JUN CHEN)
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TABLE OF CONTENT
1. INTRODUCTION 3
2. OBJECTIVES 4
3. DESK RESEARCH 4
3.1. PURPOSE 4
3.2. PROCEDURE 5
4. QUALITATIVE RESEARCH 6
4.1. PURPOSE 6
4.2. POPULATION AND SAMPLING 7
4.3. PROCEDURE 7
5. QUANTITATIVE RESEARCH 8
5.1. PURPOSE 8
5.2. POPULATION AND SAMPLING 9
5.3. PROCEDURE 9
5.4. REPORTING 9
6. TIMING 10
7. FEES 11
8. CREDENTIALS 12
Reference List 13
Appendices 14
Quality control 18
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1. INTRODUCTION
This study is formulated for preparing a market research proposal on behalf of Procter & Gamble
or P&G brand for their product Pampers. For the purpose of the current study, India is selected
as the base of the market research proposal. The selection of India as the base country for this
market research proposal is justified as P&G operates through a large market segment of this
country.
The Procter & Gamble (P&G) is a multi-national company of America which operates its
business under the consumer product industry. It was established in 1837 and since then it has
gained customer trust by delivering optimum quality products to them. At present, the company
operates globally except North Korea and Cuba. It’s headquartered is located in downtown
Cincinnati, Ohio and it was founded by a British American named William Procter and an Irish
American named James Gamble. P&G specializes itself in a large range of personal consumer/
health, personal care, and hygiene products which are organized into different segments that
include Beauty, Grooming, Fabric and Home Care, Baby and Health Care, Feminine and Family
Care. One of the most revolutionary products of P&G came out into the market is
disposable diaper named Pampers which was first test-marketed in the year 1961. Prior to the
development of Pampers, disposable diapers and its use were not so popular though a diaper
named Chux was already in existence and entered into the market by Johnson & Johnson.
Currently, Procter & Gamble is operating its business with more than 95000 employees and in
FY 2018 the company has earned $9.8 billion which is $5.5 billion less than it has earned in FY
2017 (pg.com, 2018). [Refer to Appendix 1]
The volume of profit reduction is leading the need of market research on behalf of the company
as a percentage of net sales of P&G in India, Middle East, and Africa (IMEA) is lowest (7%) in
comparison to other geographic regions (pg.com, 2018). Specifically, in India, the company has
faced a huge declination in total sales through the sales volume of P&G health and hygiene
products that included Pampers, increased by &1.4 billion. [Refer to Appendix 2]
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2. OBJECTIVES
The overall objective of the proposed market research is to investigate consumer behavior and
their attitudes towards the products of P&G falling under Baby and Health Care. The aim of
gaining a clear idea about the consumers’ experiences and perceptions provoked the need for
market research. Alongside, to find out the reason behind the low rate of growth in sales volume
associated with health and hygiene products of P&G in India is also an objective behind the
proposal of this market research. Following are some of the sub-objectives of the proposed
market research based on the Indian market of P&G
(a)To examine the habit persistence of customers across the different developmental stages
from
new-born baby to toddler,
(b)To determine the emerging segments and the key drivers within these segments.
3. DESK RESEARCH
Desk research, also called secondary research has to do with finding out relevant data regarding a
particular research topic that already exist. it is conducted by gathering and analyzing
information and data, already published on the internet or available in printed forms
(Czarniawska, 2014).
3.1. PURPOSE
Secondary research like desk research involves summary, collation and/or the synthesis of
existing research by using primary sources of research as the source of information and data for
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the analysis. Purpose of desk research is to answer the specific questions by considering
authentic and useful information, statistics, reports published by authorized agencies.
3.2. PROCEDURE
For the purpose of this market research, annual reports, sales report and other relevant reports as
published by P&G as well as some other news agencies on the internet were considered. The
trend of customers in purchasing Pampers was also considered for this research. There are two
types of desk research namely Internal Desk Research, and External Desk Research out of which
External Desk Research will be conducted for this market research. The procedure for
conducting this particular type of research is given below.
● Selection of some search terms or good keywords: The researcher will focus on the
terms associated with the problem statement of the research, research questions, and the
theoretical framework (if applicable).
● Finding out relevant sources : The researcher will find out relevant sources containing
useful and authentic data and information required for the external desk research.
● Selection of the best-suited information in relation to the research problem and
research questions: After finding the relevant sources from where required data and
information will be collected for the research, the researcher will select the information
from the identified sources that suits best to the research problem and research questions.
Here, in this step of desk research, the researcher will consider the reliability, currency,
and relevance of the sources. The researcher will try to rely on the data and information
published by recognized research entities or institutes.
● Processing of the information gathered from different sources: For answering the
research question, the researcher will process the information he/she has gathered from
different sources (Van Thiel, 2014).
Sources of information
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▪ Official website of Procter & Gamble (P&G) (sales reports, annual reports, and other
relevant reports of P&G)
▪ Articles published by Business Standard in relation to P&G
▪ Business Source Premier
INITIAL FINDINGS
The initial findings in relation to the proposed research state that in FY 2018, P&G have faced a
significant declination in net income generation and in Indian market the sales volume of P&G
home products stands nil. On the other hand, sales volume of Gillette India brand of P&G
slightly reduced and P&G hygiene and healthcare range of products which includes Pampers are
increased slightly.
4.QUALITATIVE RESEARCH
Qualitative Research refers to primary exploratory research conducted for gaining an
understanding regarding the underlying reasons, motivations, and opinions. It provides a deep
insight into the issue for which the research is conducted and it helps in developing ideas or
hypotheses for the potential quantitative research. This kind of research involves in-depth focus
at the non-numerical data gathered from several sources of qualitative data which includes
archival records, participant observation, interviews, artifacts, and focus groups (Lewis, 2015).
4.1. PURPOSE
The purpose of qualitative research is to understand human behavior from the perspective of the
informant by assuming dynamic and negotiated reality. It is also aimed to uncover the trends in
opinions and thought, and dive deeper into the problem identified in the proposed research.
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Another purpose of this particular research method is to generate the required amount of
knowledge and to create an understanding of the social world and people’s perspective.
For the proposed research, quantitative research method will be used for observing the
occurrences or phenomena affecting individuals who act as the final users of the products and
services delivered by companies (here, customers of P&G).
4.2. POPULATION AND SAMPLING
The population of the proposed market research will be the people associated with the entire
market segment of hygiene and healthcare products. All the sales and distribution managers and
customers in relation to this particular market segment will be considered as the population of
the proposed research.
For the proposed research, probability sampling will be practiced where 5 managers of P&G
Company will be selected randomly for collecting required information. The 5 managers
currently working for Procter & Gamble will be selected as the participants of the proposed
research by practicing random sampling method.
4.3. PROCEDURE
The procedure of qualitative research required to be followed for conducting the proposed
research will include the following steps –
● Framing general research questions in relation to the research
● Selecting an ideal sample size by considering the random sampling technique from the
population
● Framing interview questions
● Conducting interview of the selected samples (participants of the research, which will be
5 managers of P&G)
● Collecting relevant data and information
● Analyzing and interpreting collected data and information
● Writing up findings
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● Framing conclusion (Silverman, 2016).
5. QUANTITATIVE RESEARCH
Quantitative research refers to a systematic investigation and analysis of the phenomena by
collecting quantifiable data and information and after that, performing mathematical, statistical,
or computational techniques. This type of research method uses to gather information from the
existing as well as the potential customers by using sampling methods and conducting an
online/offline survey of the samples, questionnaires survey, online polls and more. The results of
quantitative research are depicted in numeric form. After understanding the results or numbers
careful future prediction in relation to a product or service is made and changes adopted
accordingly (Brannen, 2017).
For the context of the proposed research, quantitative research will be conducted where the
selected samples are surveyed and data collected for the research.
5.1. PURPOSE
The purpose of qualitative research is to discover the facts about social phenomena by assuming
measurable and fixed reality. Moreover, the purpose of conducting quantitative research is of
generating knowledge and creating an in-depth understanding regarding the social world, from a
business perspective a significant part of which belongs to customers. This type of research is
practiced for observing the occurrences or phenomena affecting individuals or customers
(Walliman, 2017).
For the proposed market research, quantitative research will help the researcher as well as the
readers to learn and gather information about a particular segment of people or customers,
known as the sample population. Quantitative research uses to rely upon the data and
information collected from surveying sample size (selected participants of the research) that are
measured or observed for examining the questions about the entire sample population.
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5.2. POPULATION AND SAMPLING
The population of quantitative research in relation to the proposed market research will be the
customer segment of hygiene and healthcare products of P&G. All the actual and potential
customers of Procter & Gamble will be considered as the total population of the proposed market
research on behalf of the company.
Simple random sampling technique will be used for the proposed market research through which
100 customers located at the Indian market will be selected for the survey (Uprichard, 2013).
5.3. PROCEDURE
The procedure of qualitative research for the proposed research will be –
▪ Identification of research problems
▪ Selection of relevant theory
▪ Reviewing the existing pieces of literature
▪ Selection of samples or respondents by adopting simple random sampling techniques
▪ Conducting a survey by considering the randomly selected samples
▪ Collecting data from the survey
▪ Analyzing and interpreting collected data
▪ Framing findings from the information and data gathered from the survey
▪ Framing a relevant and reliable conclusion
▪ Evaluating and reporting the research (education.nova.edu, 2018).
5.4. REPORTING
The result of the proposed market research will be presented in a detailed manner by considering
the face-to-face interview of the 5 managers of P&G and survey of 100 customers (actual and
potential) using or intended to use Pampers, the product belongs to P&G hygiene and healthcare
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product segment. For qualitative survey face-to-face interview of 5 managers of P&G will be
conducted and it is justified as it will provide internal and external information about the
company and its market performance to the researcher. Face-to-face interview or meeting is
more appropriate than online meeting as it will help the researcher to understand the thoughts of
the interviewee along his/her expression and perception.
For the quantitative research purpose in relation to the proposed market research, the survey will
be appropriate as it will help the researcher to concentrate on a particular group of customers
using P&G products. the simple random sampling method that will be undertaken for selecting
samples or participants of the quantitative research will be justified as it used to provide equal
opportunity to the sample population to get selected as the sample size for the survey. The data
collection and analysis segment of the research will be represented by using visual display such
as graphs, and pie chart to show the percentage of respondent agreed or disagreed with the
questions asked from them through a survey questionnaire. The use of visual display will be
justified as it helps the researcher as well as the readers to understand customer’s perceptions,
their choices and preferences for a particular product (here, Pampers) easily and promptly.
6. TIMING
Project
Activities
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Introducti
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Desk
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Qualitativ
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Quantitati
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Research
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Analysis
Conclusio
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Research
Figure 1: Gantt Chart
(Source: Created by the researcher)
7. FEES
The total fee required to be provided for the proposed market research on behalf of P&G is
provided below by mentioning fees associated with every phase of the research.
Phases of the Proposed Market Research Project Fees (Amount)
Introduction £250.00
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Literature Review £450.00
Methodology £300.00
Desk Research £500.00
Qualitative Research £1,000.00
Quantitative Research £1,000.00
Findings and Data Analysis £250.00
Conclusion £200.00
Total Fees for the Proposed Market Research £3,950.00
Table 1: Fees Associated with Each Phase of the Proposed Research along with Total Fee
(Source: Created by the researcher)
8. CREDENTIALS
The market research agency selected for the proposed market research is located in India as it
will help the researchers to get the most reliable information and data required for the research.
An Indian market research agency understands the perception and thought of Indian customers
for the P&G hygiene and healthcare products such as Pampers which makes its selection justified
for the proposed market research. The selected market research company will be Maction
Consulting Pvt. Ltd. which is located at Ahmedabad, Gujarat of India. This market research
company uses to provide quantitative and qualitative fieldwork, analytics, along with end-to-end
research. [Refer to Appendix 3]
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Reference List
Brannen, J., 2017. Mixing methods: Qualitative and quantitative research. Routledge.
Business Standard.com. 2018. P&G India net up for 2nd straight quarter, Q2 sales growth in
double digits. Viewed on 15th October 2018
<https://www.business-standard.com/article/companies/p-118102000830_1.html>
Czarniawska, B., 2014. Social science research: From field to desk. Sage.
Education.nova.edu. 2018. Quantitative Research Methods. Viewed on 15 th October 2018
<https://education.nova.edu/Resources/uploads/app/35/files/arc_doc/quantitative_research_meth
ods.pdf>
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Procter & Gamble. 2018. Home. Viewed on 15th October 2018 <https://us.pg.com/>
Procter & Gamble.com. 2018. Financial Highlights (unaudited). Viewed on 15 th October 2018
<https://www.pg.com/annualreport2018/index.html#/Financial-Highlights>
Silverman, D. ed., 2016. Qualitative research. Sage.
Uprichard, E., 2013. Sampling: Bridging probability and non-probability designs. International
Journal of Social Research Methodology, 16(1), pp.1-11.
Van Thiel, S., 2014. Research methods in public administration and public management: An
introduction. Routledge.
Walliman, N., 2017. Research methods: The basics. Routledge.
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Appendices
Appendix 1
(Source: https://www.pg.com/annualreport2018/index.html#/Financial-Highlights)
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Appendix 2
(Source: https://www.business-standard.com/article/companies/p-118102000830_1.html)
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Appendix 3
(Source: https://www.greenbook.org/company/Maction-Consulting-Pvt-Ltd)
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Quality control
The researcher will be committed to paying required attention while collecting data and
information for the proposed research. During the process of interviewing and surveying the
randomly selected sample size, the researcher will not force or manipulate the respondents.
Besides this, while conducting desk research the researcher will focus on the appropriateness and
relevance of data and information published on the internet. The authenticity of the entities or
sources those have published reports and records about P&G on the internet will also be verified
by the researcher to ensure the reliability of research output. Moreover, the researcher will not
use the collected data and information for any personal or commercial purpose and will not
disclose the same to the outsiders. The researcher will maintain the confidentiality of data and
information throughout the proposed market research.
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