Air Freshener Purchase and Utilization Behavior: The Case of Fantastik

Abstract

The report is the outcome of an intern student working in healthcare and hygiene, one of the concerns of Akij Venture. This is about analyzing the purchase behavior of consumers. Recently, the company introduced its first product in healthcare and hygiene which is named "Fantastik" Air Freshener. The study was centered on a survey of consumer behavior. This included their behavior, usage, perceptions, and buying patterns. As a marketer, the intern should put customers first. During her internship, she researched how people feel about these air fresheners and what makes them different from other products. She also collected the total market share of air fresheners' usage and also what competitors are offering. As we know, due to COVID 19, people are very concerned about their health and hygiene. Self-cleaning is now becoming an essential part of our daily lives. By working on consumer behavior for air fresheners, she has learned the importance of air fresheners for eliminating odour and also the bacteria that surround us. According to the survey, the usage of air fresheners is increasing day by day because it not only removes bad odor but also help to give instant refreshment and relieve stress. Besides doing a survey on consumer behavior for air fresheners, she also did branding activities for their product. She has chosen the topic for her internship report based on her job responsibilities area, which is titled "Air Freshener Purchase and Utilization Behavior: The Case of Fantastik" on air fresheners by Akij Healthcare & Hygiene Ltd. Her main concern with this report is to understand and know the perception of air freshener users. She was also assigned to analyze the air freshener’s packaging. She did a consumer survey on air fresheners for internal employees. She was also assigned in the event of a sales campaign for air fresheners, where her responsibility was to monitor the brand promoters and check whether the sales unit and sales amount were matched or not. During this sales campaign, it was also her job to figure out how people usually buy things.