Analysis of Customer Perception of Mosquito Repellents: A Case Study on Aerosol

Abstract

Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational heritage. ACI Aerosol is one of the market leading products of ACI which is offered under the domain of Consumer Brands. Market analysis of ACI Aerosol and consumer perceptions on mosquito repellents are analyzed here using the nonprobability sampling technique with a sample size of 70.

Overall market shares of mosquito repellents are analyzed and found two major competitors of ACI Aerosol which are Xpel and Hit. The different aspects of these 3 mosquito repellant brands are analyzed and compared here using one way ANOVA techniques and Chi-square test.

From the analyses, we can say that consumers do not really believe that mosquito repellents can actually repel mosquitos. No significant differences were found among the brands in term of the ability to repel mosquitos, the ability to kill mosquitos, and the longevity of effect. But still ACI Aerosol is leading the market with 78.6% of market shares. So, if they take proper steps to develop their product and associated promotional program, it is possible to change the view of consumers and this will make them the constant users of ACI Aerosol.