UNDERSTANDING THE BUYING BEHAVIOR OF INDIAN CUSTOMERS IN DISINFECTANT AND ANTISEPTIC MARKET TO DO THE EFFECTIVE ANALYSIS FOR THE NEW ENTRANTS IN THE MARKET

Abstract

To start a business nowadays, it is really very important to understand the market scenario and the condition of the industry in which one is willing to enter and if the case is of high tech and high investment industry, it becomes even more crucial as high amount of efforts (in terms of both monetary and non-monetary aspects) are required to establish one. This report is a combination of both primary and secondary research in the area of disinfectant, antiseptic and skincare products. Primary research includes the overall analysis of the customers’ purchasing pattern in the above mentioned industry so that gaps can be analysed effectively and brand loyalty can be understood in customers. This primary research, in turn, helped a lot in sorting out the market leaders in Indian scenario. Secondary research includes the overall analysis of the disinfectant and antiseptic industries majorly by considering the examples of market leaders that came out from the customer survey. This analysis is being done to understand the opportunities available in the market for new entrants (by using an example) in India. What are the scopes and expansion strategies companies should follow to survive in the market will also be considered as one of the major points of this research project. This will be done by analysing the shares of different companies in the market and share of different product categories under the umbrella of disinfectants and antiseptic domain. Last but not the least is the level of brand loyalty in customers and the level of adaptability in them if better options are provided to them. This aspect can also help a lot in understanding the gaps in the mind of customers and whether they are open to accept new brand or not. Conclusion of the report will be focusing on the strategic management part for the new entrant (an example based discussion) and how it can provide an edge to the new entrant over the already existing market player or a market leader. Since, this is the combination of both primary and secondary research, major part of the project is based on analysis, computations and understanding of major players and consumer behaviour.