A market research on the usage, attitude, and image of patrons of DIY type stores towards substitute household care products of WypAll X70

Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ma. Luisa Chua-Delayco

Abstract/Summary

This market research was conducted as an attempt to understand the consumer market of DIY type stores, in line with Kimberly-Clark Professional’s WypAll X70, which is currently only offered to the institutional market. This is achieved through determining the Usage/Non-usage, attitude, and Image (UAI) of patrons of DIY type stores towards substitute household care wipes. The Conversion Model Theory, Conversion Model Theory, Conversion Motivator, and the Satisfier and Dissatisfier Analyzing Techniques were utilized to aid the researchers in determining this UAI. The Price Sensitivity Analysis was also used to reveal recommended pricing alternatives for WypAll X70.

Pre-tests were conducted through phone interviews with representatives of different DIY type stores in the Philippines, and were one of the basis for setting a target market profile for WypAll x70. The Pilar Village at Las Pinas was the chosen population for this study, as it fits the target market profile set for WyAll x70. A total of 346 respondents was the computed sample size and were surveyed using purposive sampling method. Respondents answered usage segmentation questions, product usage and reason for non-usage questions, Dissastisfier-Satisfier questions, importance of product attributes questions and performance of current wipers used on given attributes questions and performance of current wipers used on given attributed question. Expected, cheap, too cheap, expensive and too expensive price questions for WypAll were also included in the survey questionnaire.

Results revealed that patrons of DIY type stores are Entrenched users of their current wipers, that help the top substitute households care wipers used are discarded cloths, pranela, and other towels and linens bought from stores, that the period of usage of these wipers usually ranges from 4 weeks to more than 6weeks, and that the top reason for non-usage of other wipers is satisfaction with performance of current wipers. It further revealed that for attitude of patrons of DIY type stores, the Satisfier attributes in a wiper are ‘flexibility’ and ‘oil absorption’ while other attributes are only either Residuals or Dissatisfier. Image data revealed that the top two most important attributes in a substitute household care wipe are value for money and durability, both of which are Dissatisfier and that prevailing image for the wiper used, discarded cloths, is ‘value for money’. Price sensitivity analysis revealed that the Range of Acceptable Prices for WypAll X70 is from P3.30-P9.10.

A second UAI for Switchers was developed, where data and responses from Entrenched users were screened out. Usage results is still the same as with the general UAI developed for patrons of DIY type stores, but difference lies on the ‘durability’ and ‘low in linting’ attributes being classified as Residuals instead of as Dissatisfiers and on ‘brand’ attribute being classified as a Satisfier instead of as a Residual. Further difference lies on the prevailing image of other towels and linens bought from stores, chamois, and tissue for Switchers compared to the prevailing image of these substitutes for all respondents. Price points in the price sensitivity analysis for Switchers were only slightly lower than the price points in the general UAI.

Assessment of relationships using Pearson Chi Square Test of Independence and Spearman Correlation revealed that there are relationships between the importance rating of ‘brand’ attribute and its classification as a Residual attribute, between the likelihood of continued usage of discarded cloths and its performance rating on ‘durable’, ‘value for money’, ‘oil absorbent’, ‘water absorbent’, and ‘flexibility’, and between expected price and cheap, too cheap, expensive, and too expensive price choices for WypAll X70.

Product usage results were the basis for the packaging recommendations of 20 pieces of quarter-fold WypAll X70 per pack and dispensers containing 100 sheets of WypAll X70. Attitude and Image data, on the other hand, were used for construction of perceptual maps which later revealed three positioning alternatives for WypAll X70: excellence in flexibility and oil absorption, in water and oil absorption, and in oil absorption and washability. Price recommendation for WypAll X70 is to use its original SRP of P3.50, since it still falls within the RAP, with the option of utilizing the Optimum Pricing Point of P5.00 after the product has been established in the consumer market.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16105; CDTU016105

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Branding (Marketing); Consumer behavior

Upload Full Text

wf_no

Embargo Period

3-8-2026

This document is currently not available here.

Share

COinS