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

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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