Consumer market for laundry detergents, April 2003

A marketing research study was conducted in the end of April 2003 to explore and evaluate the market for the different brands of washing powder in Bulgaria. The survey was representative of the country's adult population. The size of the multi-stage cluster sample was N=1077 respondents from across the country. Information was collected by the method of the face-to-face interview at respondents' homes.
The summarized data show that the most often purchased brands of washing powder are Test, Bonux, Ariel (Table 1).

TABLE 1. THE MOST OFTEN PURCHASED LAUNDRY DETERGENT BRAND

	Most purchased brand
TEST	25,8
BONUX	18,0
Ariel	14,4
Eho	10,3
Dero	6,1
Tide	4,1
OMO	3,7
Tema	3,4
REX	2,3
Persil	1,8
Gala	1,0
ESSEX	0,8
AVA	0,1
Teo Bebe	0,4
Bebe	0,2
Viki	0,0
Other	4,2

Base N = 961 (washing-powder consumers)

The respondents cited Ariel as the most popular brand, followed by Test and Bonux (Figure 1). However, the data indicate that price is one of the chief brand choice criteria. Bulgarian consumers are more inclined to compromise on quality in favor of a lower price, than spend more money on higher-quality detergents.

FIGURE 1. MOST POPULAR LAUNDRY DETERGENT BRAND

Base N = 961 (washing-powder consumers)

A detailed analysis of the problem areas studied can be found in the full version of the report on the Consumer Market for Laundry Detergents in Bulgaria. The report can be purchased from Vitosha Research and contains the following indicators:

• Market size.
  • Assessment of the market shares of the most popular laundry detergent brands.
• Consumer loyalty.
  • Brand loyalty.
  • Attitudes to brand consumption in the future.
    
• Consumer tastes.
• Most often used brand.
• Ranking of the brands by popularity.
  
• Consumer profile.
  • Brand preferences by demographic profile: sex, age, marital status, number of children in the household, incomes.
• Brand quality evaluation.
  • Quality
  • Price
  • Effectiveness
  • Value-for-money evaluation.