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This document provides an executive summary of a marketing research study on Dettol antiseptic liquid conducted by MBA students. The study aimed to understand consumer perception and purchase behavior regarding Dettol and its main competitor Savlon. Dettol has dominated the Indian antiseptic liquid market for 80 years with 85% market share. The study involved secondary research, surveys of 230 consumers, and statistical analysis to determine the impact of factors like brand image, quality, and price on co

Author

Andrew Bruce

Language

EN