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INTRODUCTION

This research aims to determine the awareness and clarity of Gillette Shaving Gel as a separate product category, identify the attributes that influence purchase decisions, and evaluate the advertising recall. The findings reveal that convenience is the most important attribute, Gillette is the most known and preferred brand, and the advertisement campaign should focus on attributes. The study also highlights the market potential for Gillette Shaving Gel and recommends improving distribution in Gulshan-e-Iqbal.

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INTRODUCTION

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  1. INTRODUCTION • Gillette - The Company.

  2. RESEARCH PROBLEM • Distinguish Gel as a Separate Product Category. • Finding the Attributes that are Important in the Purchase Decision.

  3. OBJECTIVES OF THE STUDY • Determining the Awareness of the Product Category Shaving Gel. • To find out the Awareness of the Product ‘Gillette Shaving Gel’ In the Target Market. • Determining the Clarity of the Concept Of Gel as a Shaving Product.

  4. OBJECTIVES OF THE STUDY • Finding out the Attributes that influence the Purchase Decision. • To find out How Various Products & Brands Rank on Consumer Preference. • To find the Advertising Recall Of Gillette Shaving Gel.

  5. SIGNIFICANCE OF THE STUDY • Indicate the Market Potential for Gillette Shaving Series Gel. • Will help the Brand Team with the Promotion of the Product.

  6. SAMPLING PLAN • Definition of Population • Selection of Sampling Method. • Sampling Frame. • Sample Size

  7. METHODOLOGY • Step 2 • Questionnaire Development. • 20 Questions. • STEP 3 • Pretest & Review.

  8. METHODOLOGY • Step 4 • Data Collection& Entry. • Step 5 • Analysis.

  9. METHODOLOGY • Step 6 • Findings & Recommendations.

  10. FINDINGS • Concept of Gel Satisfactorily Clear. • Convenience - Most Important Attribute. • Foam & Gel- Most Preferred Shaving Lather Products

  11. LIMITATIONS • Lack of Resources. • Replicability. • Researcher's Inexperience.

  12. FINDINGS • Gillette- Most Known & Preferred Brand. • Gillette- Market Leader in Foam & Gel Categories

  13. RECOMMENDATIONS • Advertisement campaign should focus on attributes rather than on concept delivery. • Improve distribution in Gulshan-e-Iqbal.

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