What factors drive the sales of deodorant?
Submitted by Group 5, Section 4
Namrata Raina FT154006
Siddhant Parnaik FT154011
Aparajita Mukherjee FT154016
Navendu Vimal FT154021
Ashwin Narayanan FT154027
Rohit Kashyap FT154034
Yogesh S FT154035
Ritesh Sharma FT154105 What factors drive the sales of deodorant?
Submitted by Group 5, Section 4
Namrata Raina FT154006
Siddhant Parnaik FT154011
Aparajita Mukherjee FT154016
Navendu Vimal FT154021
Ashwin Narayanan FT154027
Rohit Kashyap FT154034
Yogesh S FT154035
Ritesh Sharma FT154105
INTERIM PROJECT REPORT MARKETING RESEARCH
INTERIM PROJECT REPORT MARKETING RESEARCH

CONTENT 1. Introduction 2 2. Literature Review 3 3. Qualitative Research 4
In-depth Interview / Laddering 4
Netnography 4
Findings 4 4. Hypothesis formulation 6 5. Questionnaire 7

1. INTRODUCTION
Traditionally antiperspirant/deodorants have been used to reduce underarm wetness and control body odour. They are made by blending active ingredients with waxes, oils, and silicones and moulding the mixture into stick form. Body odour is essentially produced under the arms where there is a high concentration of sweat glands. While sweat from these glands is initially odourless, it contains natural oils (also known as lipids) that provide a growth medium for bacteria living on the skin. These bacteria interact with the lipids, converting them into compounds that have a characteristic sweaty odour. Isovaleric acid is one such chemical compound that gives sweat its smell.
There are essentially two sort of products used to control body odour. The primary, deodorants, decrease body odour by killing the odour-causing bacteria. Deodorants do not affect the measure of perspiration the body produces. Antiperspirants, on the other hand, repress the activity of