A Study On Consumer Behaviour Towards Oils With Special Reference To Parachute Coconut Oils.

PROJECT REPORT 2017-2018
“A STUDY ON CONSUMER BEHAVIOUR TOWARDS HAIR

OILS WITH SPECIAL REFERENCE TO PARACHUTE
COCONUT OILS”
Project report submitted in partial fulfilment for the award of
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
BY
SANIA KHAN
(Regd. No. 155011006)
Under the esteemed guidance of
Mr. R. SIVA PRASAD. MBA , LLB.

Faculty of Commerce and Management studies
St. JOSEPH’S DEGREE COLLEGE , KURNOOL

(AFFIALIATED TO RAYALASEEMA UNIVERSITY)
2017-2018
Dept. of Commerce and Management St. Joseph’s Degree College

BONAFIDE CERTIFICATE
This is to certify that bonafide project work entitled “A
STUDY ON CONSUMER BEHAVIOUR TOWARDS HAIR OILS WITH
SPECIAL REFERENCE TO PARACHUTE COCONUT OILS” carried
out by SANIA KHAN registered No : 155011006 during the year 2017-2018
in partial fulfilment for the award of Bachelor of Business Administration of
RAYALASEEMA UNIVERSITY, Kurnool.
Principal:
Project guide
Examiner:

PROJECT GUIDE CERTIFICATE
SANIA KHAN, a final year BBA, student of St. Joseph’s Degree

College, Kurnool . In partial fulfilment for the award of Degree of Bachelor of
Business Administration, has done her project certified “A STUDY ON
CONSUMER BEHAVIOUR TOWARDS HAIR OILS WITH SPECIAL
REFERENCE TO PARACHUTE COCONUT OILS“ under my guidance.
All the details collected & furnished by her are true & original to my
knowledge.
Place: KURNOOL.
Date:
Mr. R. SIVA PRASAD,

MBA , LLB.
Lecturer in Commerce
& Management studies.

DECLARATION CERTIFICATE
I SANIA KHAN , the undersigned hereby declare that this report

entitled “A STUDY ON CONSUMER BEHAVIOUR TOWARDS HAIR
OILS WITH SPECIAL REFERENCE TO PARACHUTE COCONUT
OILS “ and this project is submitted to St. Joseph’s Degree college , affiliated
to RAYALASEEMA UNIVERSITY , KURNOOL is drafted by me & is
original work of my own.
Place: Kurnool
Date:
SANIA KHAN,
BBA.

ACKNOWLEDGEMENT
I would like to express my gratitude to Miss. Y. SHOWRILLU REDDY, Principal,
for her support and guidance throughout the project work.
It is my privilege and pleasure to express my profound sense of respect, gratitude and

indebtedness to my guide, Mr. R. SIVA PRASAD, MBA, LLB, and all Lecturers in Department
of Commerce and Management, for their indefatigable inspiration, guidance, cogent
discussion and encouragement throughout this dissertation work.
Last but not least, I wish to acknowledge my friends, family members and
colleagues for giving moral strength and helping me to complete this dissertation.
SANIA KHAN,
BBA.

CONTENTS
CHAPTER-1
 INTRODUCTION
CHAPTER -2
 COMPANY PROFILE
 INDUSTRY PROFILE
 PRODUCT PROFILE
CHAPTER -3
 CONSUMER BEHAVIOUR
CHAPTER -4
 OBJECTIVES
 LIMITATIONS
 RESEARCH & METHODOLOGY
CHAPTER -5
 DATA ANALYSIS
CHAPTER -6
 FINDINGS
 SUGGESTIONS
CHAPTER-7
 QUESTIONNAIRE
CHAPTER-8
 BIBLIOGRAPHY

CHAPTER-1
INTRODUCTION

An oil is any neutral, non polar chemical substance that is a viscous liquid at
ambient temperatures and is both hydrophobic and lipophilic . Oils have a high carbon and
hydrogen content and are usually flammable and surface active.
The general definition of oil includes classes of chemical compounds that may
be otherwise unrelated in structure , properties and uses. Oil may be animal , vegetable or
petrochemical in origin and may be volatile or non volatile. They are used for food , fuel ,
medical purposes , lubrication and the manufacture of many types of paints , plastics and
other materials . Specially prepared oils are used in some religious ceremonies and rituals as
purifying agents.
A hydro carbon liquid substance that is greasy to touch and is formed by natural
resources or the breakdown of fats. Oil comes in many forms as diverse as crude oil and
vegetable oil , which serve very difficult purposes . Products consisting oils are insoluble
when added to water but will dissolve in organic substances such as those acquired from
living organisms.
Coconut oil , copra oil , is an edible oil extracted from the kernel or meat of
mature coconuts harvested from the coconut palm ( cocos nucifera ). It has various
applications. Because of its high saturated fat content , it is slow to oxidize and thus resistant
to rancidification, lasting upto six months at 24C (75F) without spoiling.
Coconut oil is one of the oil which helps in lubrication of the hair . The content in
coconut oil like magnesium , potassium , calcium and iron happens to provide the best for
your hair .It is very useful for damaged hair due to its ability to strengthen it . Oiling one’s
hair is one of the most important things, if we want to take care of our hair. It is very
necessary that hair is given proper treatment which would mean a massage with some of the
most beneficial oils.
The massaging and oiling to your hair stimulates the blood circulation, which in
return helps your hair . Due to the oil your hair is protected from the strong and hot sunrays.
The oil also gives your hair that extra shine.

CHAPTER-2
COMPANY PROFILE

COMPANY PROFILE
MARICO INDUSTRY PROFILE OF PARACHUTE OIL
Overview:
Overview this case study depicts the exceptional growth of leading Indian “FMCG
MARICO INDUSTRIES “ in the past few years. It shows that how company sustained as a
market leader in few segments of the company. It depicts the various strategies being used by
the company in the specific product range. It shows the future growth for the company’s
strategies. It asks suggestions for their most successful Products Parachute and Saffola to
resist competitors to enter into market.
Nature Of Business:
Nature of Business Type –Public (BSE :531642) Industry – FMCG Founded-1987
Headquarters-Bandra , Mumbai , India Products-Edible Oil , Hair Oils , Skin Care, Fabric
Care , etc. Revenue – 31.3 billion Employess-1000(2011) Website-www.marico.com
Introduction:
Introduction Inception in 1948 by the Mumbai based Mariwala Family-Bombay oil industries
ltd. (BOIL) The company is a leading Indian FMCG dealing in consumer products and
services in largely commoditised business of hair oils and edible oils. The company’s most
successful brands Parachute and Safolla enjoying leadership position in their respective
market area. The group’s turnover for the year 2010-2011 was 31.3 billion. The major brands
includes Parachute , Safolla , Mediker , Sil , Revive , Kaya clinic and Sundari etc.
Milestones:
Milestones. 1999 Acquire P and G anti lice brand Mediker 2000 Acquire Kanmoor Foods for
manufacture of jams , sauses and other fruit and vegetables products . 2001 Acquire
parachute and saffola brand from “ BOIL “ 2003 Acquire Sundari LLC from the USA , a
manufacturer of ayurvedic products . 2004 introduce the Kaya skin clinics offering scientific ,
unisex and dermatological procedures for skin care 2006 Acquire herbal bath soap brand
Manjal from kerala and made a entry into soap markets. 2009 Awarded the NDTV Profit
Business Leadership in the FMCG ( Personal Hygiene) Category 2010 Won “ silver “ at the
Greentech Environment Excellence Award in the FMCG Sector.

Global Presence:
Global presence today , Marico has a presence in over 25 countries across Asia and Africa .
Every month , over 70 million consumer packs from Marico reach approximately 130 million
consumers in about 23 million households , through a widespread distribution network of
more than 3 million outlets in India and overseas. Marico’s international Business Group
(IBG) saw a 5 years top line CAGR of over 44% in the year ending 2011 , with an organic
CAGR of above 36 % during the same period .Today , IBG has an annual turnover of over
USD 160 millions .(2010-11).
Presence in Bangladesh:
Presence in Bangladesh in 2002 Marico established a factory on foreign soil –
Bangladesh. Marico was the first Indian company to have a manufacturing location in
Bangladesh. In Bangladesh , Marico operates through Marico Bangladesh limited (MBL) , a
wholly owned subsidiary with its manufacturing facility at Mouchak , near Gazipur . This is
an ISO 9001 certified facility.
Started operations in 2000 Acquired 2 soap brands – Camelia and Aromatic- in 2005
Launched Hair code Hair Dye in 2009 Marico is amongst the top 3 FMGC MNC companies
in Bangladesh launched Saffola Gold , a premium edible oil , in 2010 Parachute has been
among top 10 most trusted brands continuously in the years 2008 , 2009 and 2010. Launched
Parachute Advanced Cooling Hair Oil in 2011.
Core Competence:
Core competence Market leadership Wide distribution channel – Access to rural market
Converted commodity into product Created new niche categories for growth – E.g . Revive
and Mediker.
Achievements:
Achievements Marico’s “ Saffola Heart Day “ campaign own a Bronze at Asia Pacific Effie ,
Singapore 2008 Kaya – Best retailer in the Beauty and Fitness category , Indian Retail Forum
, 2007 One of India’s 10 best marketers brand leadership award at the brand Summit , 2006.
Major Brands – Saffola and Parachute:

Major Brands – Saffolla and Parachute Brand name : Saffola Positioning : As a Healthy
Edible Oil Brand Target Audience : The primary target audience of “ Saffola “ are
homemakers who to give healthy food to their family . Pioneering idea : Saffola pioneered
the idea of selling the edible oil in plastic wrapper . Communication : Mass communication
on the platform of “ Healthy oil for healthy people “.

Competitors:
Competitors National Dairy Development Board – Dhara Agrotech Food Limited – Sundrop
Panak Foods – Gemini Adani Wilmar Ltd – Fortune Hindustan Unilever Limited –Flora.
Unique Selling Practices ( USP’s):

Unique selling practices (USP’s) “Health of Heart “ is the best USP of Saffola Renowned and
trust worthy brand in the market . Saffola products are the first in your line of defence against
heart diseases , making your transition to a healthier lifestyle a lot easier . Products to cater
the healthy life of everyone in a family with its wide product Range( Gold , Oats , Active
etc ).
Parachute:
Parachute brand name : Parachute Positioning : As a purity brand . Target Audience : The
primary target audience of ‘ Parachute ‘ is women of all ages in both urban and rural
population of India . Pioneering idea : Parachute pioneered the idea of selling the coconut oil
in plastic . Communication : Mass communication on the platform of ‘ caring ‘ with mother
and daughter theme.
Brand Name Target Audience Positioning Parachute Advanced refined hair oil , Parachute
Jasmine Young and appearance conscious consumer Focuses upon the fragnance aspect of
the oil. Parachute After shower Hair Creame Young men Focuses upon stylish look , non
sticky and nourishing aspect Parachute Sampoorna Women customers Focus on providing
strong hair.
Competitors:
Competitors Dabur – Vatika Emami – Navratan HUL – Clinic all clear CavinKare – Nyle .
USPs:
USPs Improvements in aesthetics Improvement in the functionality area – Wide Mouth Jar ,
Easy Jar and the Flip Top Pack with Tamper proof seal .
Market Share:
Market Share Parachute oil ~ 45.8 % Coconut Hair oil segment including Nihar and Malabar
oil ~ 52.6 % Saffola in premium edible oil category ~ 52.1% Hair oil segment ~ 23 %
Future Focus:
Future Focus Growth rate is exceptional – Parachute – 10% and Saffola – 15 % increase in
consumer demands Brand Loyalty New products introduction in health food Expenses on
Advertising and Brand building.

SWOT Analysis:
SWOT Analysis helpful (To achieving the objectives). Harmful ( To achieving the objective
). STRENGTHS Understanding of consumer in oils segment Rural market reach Wide
distribution channel Monopoly in few segments Brand image. WEAKNESS not really
successful in all the products offered no products for anti-dandruff purpose have to do much
work on their advertising skills charge premium prices for products. OPPORTUNITIES need
to focus on various markets such as hair oil , hair shampoo and hair colorant etc. Increasing
disposable income of consumer should loyalty change in demographic profile Robust growth
in FMCG sector in India. THREATS Stiff competition from FMCG giants of India Entrance
of foreign player into market economic downturn harm their premium products demands
hardly any share in hair shampoo and other hair oils inputs costs increased.

HISTORY OF MARICO
The history of Marico can be traced all the way back to 1857 , when a young man Kanji
Moorarji, set up a modest trade in spices which , in time , grew to include other export
worthy coomodities . This firm’s success gave birth to the Bombay Oil Industries in 1948 ;
set up to convert the traditional buying strengths of the firm in the commodities areas , to
value added manufactured products.
At first Bombay Oil was involved in copra trading besides crushing and refining of vegetable
oil’s . Gradually , the company established itself firmly as a marketer of branded vegetables
oils and later expanded into fatty acids , speciality chemicals and spice extracts.
In 1983 , Bombay Oil divisionalised its operations to create three business : a consumer
products Division ; a fatty acids and Chemicals Division and an Oleoresins Division , also
called the Spice Extracts Division .
In 1990 , Bombay Oil again restructured itself to form several companies , each focusing on a
specialised area of business . In April 1990 , the Consumer Products Division became
Marico.
To understand how far Marico has come , all you need to do is take a look at what we
inherited .

MR . HARSH MARIWALA . M.D

A bachelor of Commerce from Sydenham College , Bombay , and Mr. Harsh Mariwala has
spent 26 years managing the business. Mr. Harsh Mariwala developed the consumer products
business in Bombay Oil Industries and functioned , as its Executive Director from 1980-
1999.
In 1990 he took over as Managing Director of Marico Industries Limited . Mr. Harsh is an
active director on the boards of other companies like Unichem Laboratories Ltd ., Kotak
Mahindra Asset Management Company and Cadbury India Ltd . He is also Chairman of the
Consumer Goods Committee of FICCI (2000-01)

CORPORATE
8 brands, 3 markets leaders , 5 factories , 28 depots , 3400 distributors , 1.4 million retail
outlets. The description of a true blue chip . Marico Industries Ltd , India’s home grown Fast
Moving Consumer Goods ( FMCG ) Company has come a long way . From a typically
family owned business , we have successfully transformed ourselves into a professionally
managed and focused consumer products company . We grown from 2 brands to 8 , from 2
manufacturing units to 5 factories , supported by several sub – contract manufacturers.
The formation of Marico in 1990 , as a separate company, accelerated our endeavour to
build a unique , high spirited , flexible , yet stable enterprise. Marico has over the years , built
for itself a stimulating work culture that empowers it’s people , promotes team building and
encourages new ideas.

MARICO YESTERDAY (1991)
MARICO TODAY (2017)

 A sales turnover of Rs. 1.1 billion
 A sales turnover of Rs .7.5 billion
 Two products with brand names –parachute and saffola 8 Brands , 3 of which are
Market Leaders.
 Two factories – a coconut oil plant at Sewree , Bombay and a sunflower refining
plant ( which has been shut down since ) at Mazgaon , Bombay.
 5 factories and sub – contract facilities .
 Around 400 employees representing the blue collared work force , staff and managers.
 A total strength of around 1000 members .

STRUCTURE
A flat structure:
At Marico , we are an organization , which is flat with only five levels of reporting between
the Managing Director and an operator on the shop floor.
We believe that a flat structure helps us in being more responsive to the environment while
providing enriched roles for our members. Our structure defines clear roles and supporting
relationships but is by no means rigid . Keeping in mind the fast and ever changing business
environs , Marico’s structure is dynamic and constantly evolving .
Profit Centres:
As Marico grew , the need was felt to recognize the business further. The focus was to drive
additional growth and the idea of recognizing ourselves around value chains led to the birth
of Profit Centres in 1998.
What it has done for us:

The creation of Profit Centres has led to higher business orientation , improved inter –
functional coordination and has ensured that our orientation structure supports our overall
company strategy and business direction . Each business unit has a business head supported
by a team of professionals.

R & D AT MARICO
A Human Interface:
The backbone of any progressive organization that constantly evolves and redefines itself is
it’s R & D team . And the backbone of any R & D team is it’s potential to gather consumer
insight and find path-breaking means to implement this insight . At Marico’s our R&D
centre is not only equipped with the latest gizmos but also with the talent to bring a human “
Consumer “ interface to their work . 10000 sq .ft.area is dedicated to research activities ,
which houses various laboratories with state of the art equipment for product and packaging
innovations.
People:
Our R&D team includes scientists from diverse fields . Product and packaging innovation
teams comprise oil technologists , microbiologists , nutritionist , pharmacist , statistician ,
process engineers , packaging designers & technologists , cosmetologists and analytical
chemists.
At Marico , Brand Equity is continuously reinforced by path breaking insight
.Innovations made , keeping in mind the standards that you set for your family. And when
insight is translated into our products , they become a standard that raises quality expectations
in the market place.
All our brands have gone beyond being mere packaged products to becoming apart of
everyday living.
We have also gone that crucial step further. We are of a mindset that places a premium
on the maxim “ products are what corporations make , brands are what consumers buy
“. And this line of thought has been backed up by constant financial support , critical to
ensuring success in a competitive market place . The Result success stories like parachute ,
the definitive brand amongst coconut oil’s , and Saffola , a synonym with preventive health
care . At Marico each of our brands has a unique success story to tell . We’d rather you read it
yourselves.
We are amongst the largest Fast Moving Consumer Goods Companies in India (
Turnover – Rs 7.5 billion during the year ended March 2005 ) with the talent and
resulting repute for launching and sustaining some of the most respected consumer brand in
India .
We know our well known brands such as parachute , parachute Lite , parachute
Jasmine , parachute Dandruff Solution , Marico’s Hair & Care , Revive ( Instant Cold Water

Starch and Spray Starch ) , Mediker , Oil of Malabar , Saffola , Saffola Healthy Heart Salt ,
Sweeker , refined Sunflower Oil and refined Soya Oil , and the Sil range of processed foods .
A consumer focused organization , we select our business opportunities

carefully and strive to reach our internal goals of innovation and excellence. We also
thrive on the fact that our competition comes from national and multi – national companies.
Marico is run completely by professionals with only Harsh Mariwala representing
the founding family . Consumer insight continues to be the key force , enabling us to pre-
empt consumer needs and satisfy them . Thanks to this insight , Marico is energetically
pursuing new business opportunities and tapping new markets with relevant brand extensions.
The learning over the years has helped Marico evolve a business model for itself .
Our model centres around remaining focused , building and leveraging our brand strength and
distribution network . The entire turnover of the company comes from branded products.
Choosing to shun trading in the underlying commodities , organizational energies are
invested in areas where the potential for value is high.
AWARDS
 National HRD Award received in 1994
 National Award for outstanding work in HRD , National HRD Network , 1994
 Amity Award received by Marico ( Kerala ) in 1996
 Innovative practices – HR Award ( Asia Pacific Conference ) in 1998
 Top Performing Global Growth Company from India at the World Economic Forum ,
1997

INDUSTRY PROFILE

INDUSTRY PROFILE
Parachute Brand evolution:
Presentation Transcript.
1. Presented By: Adhavan A.S Thigarajar school of management
2. History of the product

 Parachute is premium edible grade coconut oil, a market leader in its category.
 Parachute is positioned on the platform of purity.
 Parachute pioneered the switch from coconut oil sold in tins to plastic.

 Parachute is the flagship brand of Marico and consists of a line of edible coconut-oil
based hair products.
 Industry: FMCG
 Founded: 1987
 Head quarters: Bandra,Mumbai
 Products: Edible oil, Hair Oils, Skin Care, Fabric Care.
 Marico’s own manufacturing facilities are located at Goa, Kanjikode, Jalgoan,
Pondicherry, Dehradun, Baddi, Paonta Sahib and Daman.

 Parachute is the market leader in the branded hair oil market with a market share of
around 53%.
 This is a 1500 crore industry which is dominated by unbranded oils.
 Marico in early 1990s made a bold step in launching a brand in this segment.
 5. Existing strategies
 It has been a long road for Parachute (the first branded coconut oil in the Indian
market) and the journey began more than four decades ago.
 Today the blue bottle is a strong metaphor for the Coconut Oil category and reaches
18 million households every year.
6. Improvement in the functionally area

 Wide Mouth Jar, Easy Jar and the Flip Top pack with Tamper proof seal
 The Easy Jar positioned as the all season jar was launched as the ‘kamaal ka
dhakkan’ mainly to address the North markets where severe winters make the hair
oiling a challenge.

 The jar that offers the twin benefits of a wide mouth and has an easy pour cap whish
ensure that the pack does not suffer seasonality.
7. Best Strategies Applied So Far

 They changed pack shapes to one that is sleek, modern and aesthetic.
 Flip top cap to ensure safety and purity of parachute oil.
 Easy jar of parachute to facilitate usage during winters.
 Parachute mini-a bottle shaped sachet sold at an MRP of Re 1.
 20 ml parachute-a Re 5 that enables loose oil users to upgrade.
 Strong distribution network.
8. Product Differentiation
 Parachute baby oil – It is a special hair oil for kids – Moistures baby delicate skin and
helps protect from dryness scalp.
9. Product Differentiate
 Parachute Oil spray – It can be used by modern generation like the youth – Instant
usage – Optimum utilization.
10. Product Differentiate

 Parachute Ayurvedic Oil – The herbs and medicinal herbs are used to enrich the oil
content –It would help to nourish your hair growth and strengthen it.
11. Product Differentiation:

 Parachute Scalp Oil – To prevent excessive hair loss- To reduce density of oil in hair
because a survey revealed that excessive content of oil in hair leads to hair loss as the
oil clogs in hair and leads to formation of wax in the scalp , thus leading to damage of
scalp.
12. Advertising Agencies:

 BBH India ,
 Ambience D’arcy Ad Agency’
 Madison Ad Agency.
13. Rural Advertising

 “ Tamper –proof “ Packaging
 Covered more than 200 towns each in Gujarat , Maharashtra , Rajasthan and Punjab.
 Used pamphlets in theatres plays in towns of Kolkata.

14. TV Commercials
 Parachute Advanced –Parachute Advanced Holi Ad – Parachute Advanced Winter Ad
 Parachute Jasmine – Parachute Jasmine Blinkers Ad
 Parachute Advanced Starz – Chocolate Shampoo Ad ( Choose Your Avatar )
15. Promotion:
 It advertises through Television , Print , Outdoor , Digital , Radio
 The brand has been endorsed by celebrities like Deepika Padukone , Diya Mirza ,
Yuvraj , Sreesanth.
 Advertising is heavy before Holy & during winters .
 Popular & effective campaigns like ‘ 1 hour champi kiya ‘, Help remind people
about the benefits of oiling before hair wash .
 Sales Promotions like ‘ 20 % extra ‘ was made on the 200 ml pack.
16. Reference:
www.marico.comhttp://strategicbrand.blogspot.com/2007/06/parachuteoil.html.

PRODUCT PROFILE

PRODUCT PROFILE
What does parachute stand for?

Parachute is a premium edible grade oil , a market leader in its category . Synonymous with
pure coconut oil in the market , Parachute is positioned on the platform of vital nourishment
today . From a loosely available commodity to a path – breaking brand , Parachute pioneered
the switch from coconut oil sold in tins to plastic . Parachute is also available in pouch packs ,
to service the rural sectors , increasing penetration . The positioning of parachute has evolved
over time. From the initial stand of purity to that of clarity to the ‘ Coconut Dream ‘ theme ,
with a new look and logo is seen as an opportunity to transform parachute from being the
largest coconut oil brand into a mega brand with several value added products under the ‘
Coconut Goodness ‘ umbrella .
Our consumers:
Parachute’s primary target has been women of all ages . The brand has a huge loyalty , not
only in the urban sections of India but also the rural . Parachute has several brand extensions,
each filling existing need gaps , acquired from consumer insight .
Contributors to Parachute’s success:

The quality of the product has contributed to its lasting success . The consistency , with
parachute has delivered , ensures consumer loyalty and trust in the brand . Innovations – in
the bottle too , whether from the aspect of user – friendliness or aesthetics have and continue
to help parachute grow . One of the first brands to utilize mass communication , parachute
used the ‘caring’ platform with the ‘mother – daughter’ theme to underline the message
that this was a brand handed down from and to generations . The new look and logo have
helped attract the younger’s of today.

What does Parachute Jasmine stand for today?

Parachute Jasmine is perfumed coconut hair oil . It is non –sticky and has lingering fragrance
of Jasmine and nourishes hair to keep it healthy and beautiful .
Evolution:
With consumer insight , it was felt that there was a need for an oil with fragrance . That there
are people who already used oil but would like it more with added fragrance. With parachute
Jasmine, the consumer can now have oil which has the fragrance of jasmine without
compromising on the nourishment that coconut oil embodies .
Our Consumers:
Parachute Jasmine is primarily targeted at women who wish to have and use perfumed oil
which is non- greasy and nourishing.
Contributors to Parachute Jasmine’s success:

Having been launched recently, the initial response has been encouraging.
What does Parachute Lite stand for today?

Parachute Lite is a non-greasy hair oil. The only non-sticky oil with the
added benefits of coconut milk proteins, it washes off easily while leaving hair nourished.
Evolution:
There was a need for oil that would provide easy and non-grassy care for daily user . But with
the quality and goodness of oil retained . Parachute offered a solution with Parachute Lite
which combined the goodness of coconut oil with convience.

Our Consumers:
The primary target of Parachute Lite is women who wish to have the reassurance of coconut
oil without the inconvenience those greasy oils cause.
Contributors to Parachute Lite’s success:

It is modern light oil with the nourishment of coconut and meets the need of the times . The
new look and logo have helped to attract the youngsters of today.
What does Parachute Dandruff Solution stand for today?

Parachute Dandruff Solution is positioned as the most effective solution for dandruff
available in the market today . Unlike the commonly accepted product for solving dandruff problems
– Anti Dandruff Shampoos , Parachute Dandruff Solution Coconut Hair Oil is a natural solution for
addressing dandruff problems . Its unique formulation with Tea Tree Oil , Neem , Lemon and other
active ingredients assure that the solution is effective , yet gentle.
Our Consumers:
Our primary target is women between the age group of 20-25 years and secondary target are
men between the age group of 15-35 years . People who suffer from Dandruff and those who
already are coconut users .
Contributors to parachute’s Dandruff Solution:

Dandruff is one of the largest need gaps in the market today . Establishing Parachute
extensions that will address this problem is one of the opportunities that Parachute has today .
We also have the “ first mover advantage “ in the segment.

CHAPTER-3
CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
Consumer orientations stem from the company’s adaptation and implementation of the
marketing concept a philosophy of every business unit, which has triple implementation
namely:
1. The victory of any business rests on consumers who are willing to accept and
pay for products or services.
2. The firm must be aware of what the markets wants in advance of production.
3. Consumers wants must be monitored continuously for assured success over
competition.
The consumers are the arbiters of fortune in business highly competitive economic system ,
the success , survival and growth of firm warrants accurate knowledge about the consumers
behavior – how , why , where , what , they buy ? Understanding consumer is the crucial task
of everything marketing manager.
Definition:
Professor . C.G.Walter and Professor G.W.Paul says that , “ It is the process whereby
individuals decide whether , what , when , how from whom to purchase goods and services .”
Steps In Consumer Buying Process:

The following are 5 steps generally by the consumers while buying a product.
1 . Need Recognition:
Need recognition is the awareness of the want or desire or a
consumption problem without the satisfaction feels restless and tension charged.
2. Information Search:
Consumer interest is indicated in the consumer’s willingness to
seek further information about the product or service . Since there are varieties of products
and he seeks to have maximum satisfaction , he searches relevant information.
3. Relevant Information:
The evaluation stage is the mental trail of product or service.
4. Purchase Decision:
Decision to purchase implies consumer commitment for a
product or a service. Practically it is the last stage in the buying process because, it completes
the exchange process.

5. Post Purchase Behaviour:

The post purchase experience may be a set of positive or
negative feelings. Positive or satisfaction will results in repeat sales or at least recommending
the product or service to others; on the hands, dissatisfaction or negative feeling creating
anxiety and doubts.

CHAPTER-4
OBJECTIVES

OBJECTIVES
 To find out the factors influencing buying behaviour of a consumer.
 To find out consumer opinion on quality and quantity of a product.
 To find out the effect of advertisement on purchase or buying decision.
 To find out consumer’s level of satisfaction.
 To find out consumer opinion on price, availability, awareness, packaging.
 To find out influence of brand image on purchase decision.

LIMITATIONS

LIMITATIONS
Though every effort has been made to make the project study authentic, there have been
limitations like,
 Place constraints as the study was confined to Kurnool city.
 Time constraint as the time given for doing project work was only 1 month.
 The method used in the project is Random Sampling method obtained may not be
fully accurate.
 Some consumers have given indefinite answers and some have given irrelevant
answers. This might make the data incomplete and inaccurate.

RESEARCH & METHODOLOGY

RESEARCH & METHODOLOGY

“ TO MANAGE THE BUSINESS WELL IS TO MANAGE ITS FUTURE AND TO MANAGE
THE FUTURE IS TO MANAGE INFORMATION “
To collect the information, marketing research is to be done. Marketing Research has been
defined as
“ THE SYSTEMATIC GATHERING , RECORDING AND ANALYSING OF DATA ABOUT
PEROBLEMS RELATING TO MARKETING OF GOODS AND SERVICES FROM PRODUCER
TO CONSUMER “.
_ BY AMERICAN MARKETING ASSOCIATION

Data Sources:
There are two sources of collecting data
 Primary Source
 Secondary Source
In the survey being conducted both primary & secondary source of data has been used in the
collection of relevant information.
Primary Data:
Primary Data are those collected specifically by or for the data users. Primary Data gathering
for a specific purpose or for a specific research report.
A questionnaire was used as a tool for the systematic collection of relevant information. A
well structured questionnaire consisting of 14 sample questions has been prepared and
directed to respondents.
The questionnaire prepared consists of closed-end questions which include dichotomous,
multiple choices and rating scale type of questions. The closed – end questions are very easy
to answer. From the questionnaires responded by the respondents the relevant data regarding
the market, product, competition , consumer awareness and preference is gathered.
Secondary Data:
Secondary Data is the data is collected for another purpose and already exist somewhere.
Data pertaining to company is collecting from companies website and companies catalogue .
The company profile gives a detailed report of the information.
Sampling Plan
 SAMPLING UNIT: Students Working & Men
 SAMPLING SIZE: 100
 SAMPLING PROCEDURE: Stratified Random Sampling method is chosen.

CHAPTER-5
DATA ANALYSIS

TABLE SHOWING AWARENESS TOWARDS VARIOUS

BRANDS OF COCONUT OIL
Brand Name No. of Respondents % of Respondents
Parachute 82 82%
Nihar 4 4%
Vatika 8 8%
Nuzen 6 6%
Total 100 100%
Source: Questionnaire
Inference:
From the above table, it is clear that 84% of the respondents are aware of parachute coconut
oils, 4% are aware of nihar, 8% of the respondents are aware of vatika and 6% are aware of
nuzen.

GRAPH SHOWING AWARENESS TOWARDS VARIOUS

BRANDS OF COCONUT OIL
90
80
82
70
60
50
40
30
20
10
4 8 6
0
Parachute Nihar Vatika Nuzen
Fig: Awareness towards various brands of coconut oil

TABLE SHOWING SOURCE OF AWARENESS
Source No. of Respondents % of Respondents

Friends 12 12%
Relatives 20 20%
Advertisements 66 6%
Others 2 2%
Total 100 100%
Inference:
From the above table, it is clear that 12% of the respondents are aware by the friends, 20%
are aware through relatives, 66% of the respondents are aware by means of advertisements
and 2% are from others.

GRAPH SHOWING SOURCE OF AWARENESS.
2%
12%
Friends
20%
Relatives
Advertisements
Others
66%
Fig: Source of awareness

TABLE SHOWING FACTORS INFLUENCING PURCHASE

OF PARACHUTE COCONUT OIL
Aspect No. of Respondents % of Respondents

Price 8 8%
Quality 66 66%
Brand image 24 24%
Others 2 2%
Total 100 100%
Inference:
From the above table, it is clear that 8% of the respondents are influenced to buy parachute
oil because of its price, 66% of them are influenced by quality, 24% of them are influenced
by brand image, and the rest 2% influenced by others.

GRAPH SHOWING FACTORS INFLUENCING PURCHASE

OF PARACHUTE OIL
70 66
60
50
40
30
24
20
8
10
0 2
Price
Quality
Brand image
Others
Fig: Factors influencing purchase of Parachute coconut oil

TABLE SHOWING PLACE FROM WHERE PARACHUTE

COCONUT OIL IS PURCHASED
Purchasing Place No. of Respondents % of Respondents
Supermarkets 62 62%
Wholesale Shops 26 26%
Departmental stores 8 8%
Others 4 4%
Total 100 100%
Inference:
From the above table, it is clear that 62% of the respondents purchase from supermarkets,
26% from wholesale shops, 8% from departmental stores and 4% from others.

GRAPH SHOWING PURCHASE OF PARACHUTE COCONUT

OIL.
4%
8%
Supermarkets
Wholesale Shops
26%
Departmental stores
Others
62%
Fig: Purchase of parachute coconut oil

TABLE SHOWING CUSTOMER SATISFACTION

REGARDING ADVERTISEMENT
Response No. of Respondents % of Respondents
Yes 76 76%
No 24 24%
Total 100 100%
Inference:
The above table indicates that 76% of the respondents like Parachute coconut oil
advertisement whereas 24% did not like advertisement.

GRAPH SHOWING CUSTOMER SATISFACTION

REGARDING ADVERTISEMENTS.
76
80
70
60
50
40
30 24
20
10
0
Yes
No
Fig: Customer satisfaction regarding advertisements

TABLE SHOWING QUANTITY PURCHASED BY

RESPONDENTS
Quantity No. of Respondents % of Respondents

50 ml 16 16%
100 ml 34 34%
200 ml 26 26%
500 ml 24 24%
Total 100 100%
Inference:
From the above table, it is clear that 16% of the respondents are purchasing 50 ml, 34% of
the respondents are purchasing 100 ml, 26% of them are purchasing 200 ml and 24% of the
respondents are purchasing 500 ml.

GRAPH SHOWING QUANTITY PURCHASED BY

RESPONDENTS.
24% 16%
50 ml
26% 34%
100 ml
200 ml
500 ml
Fig: Quantity purchased by respondents

TABLE SHOWING SATISFACTION OF THE CUSTOMERS

REGARDING DIFFERENT TYPES OF PACKING
Packing No. of Respondents % of Respondents

Bottle pack 58 58%
Refill pack 22 22%
Bubble pack 12 12%
Others 8 8%
Total 100 100%
Inference:
From the above survey table, it is clear that 58% of the respondents are using bottle pack,
22% are using refill pack, 12% of the respondents are using bubble pack and 8% are using
others.

GRAPH SHOWING SATISFACTION OF THE CUSTOMERS

REGARDING DIFFERENT TYPES OF PACKING.
8%
12%
Bottle pack
Refill pack
Bubble pack
58% Others
22%
Fig: Satisfaction of the customers regarding different types of packing

TABLE SHOWING SATISFACTION LEVEL OF USING

PARACHUTE COCONUT OIL
Level of Satisfaction No. of Respondents % of Respondents

High 14 14%
Average 52 52%
Moderately High 30 30%
Reasonable 4 4%
Total 100 100%
Inference:
From the above table, it is clear that 14% of the respondents rate parachute coconut oils as
high, 52% of the respondents rate parachute coconut oils as average, 30% of the
respondents rate parachute coconut oils as moderately high and 4% of them rate as
reasonable.

GRAPH SHOWING LEVEL OF SATISFACTION
4%
14%
30%
High
52% Average
Moderately High
Reasonable
Fig: Level of satisfaction

CHAPTER-6
FINDINGS

FINDINGS
 From the study conducted, it can be concluded that many of the respondents are from
middle class.
 From the study conducted, it can be concluded that main source of awareness for the
respondents was advertisements.
 From the study conducted, it can be concluded that most of the respondents have gone
for parachute coconut oils.
 From the study conducted, it can be concluded that the main reason which made the
respondents go for parachute coconut oil was the aspect of the quality and they are
satisfied with it.
 From the study conducted, it can be concluded that majority of the respondents are
influenced by the advertisements of parachute coconut oils.
 From the study conducted, it can be concluded that majority of the respondents are
satisfied with the bottle packing of parachute coconut oils.
 From the study conducted, it can be concluded that majority of the respondents rate
the price of parachute coconut oils as moderate.
 From the study conducted, it can be concluded that the majority of the respondents
satisfaction level towards the product is 100%.

SUGGESTIONS

SUGGESTIONS
 As many of the respondents are from the middle class, the company should try to
cover all the people of this class.
 The company should also try to add many more varieties to satisfy its existing
customers and to attract new customers.
 As major source of awareness is the advertisements, the company should try to make
the advertisements more effective so as to reach all the customers.
 As many of the consumers go for a purchase of once every month , the company can
go for effective schemes and offers and can try to attract the consumers to go for more
purchases.
 The company should try to enhance the quality more by maintaining the same basis so
as to maintain the customer and to attract many more consumers.
 The company can go for other media like hoardings, posters , banners etc.
 The company should try to make all the consumers aware of all varieties of parachute
coconut oils range to increase its sales

CHAPTER-7
QUESTIONNAIRE

QUESTIONNAIRE
I am SANIA KHAN, doing final BBA in St.Joseph’s Degree College, Kurnool. As a partial
fulfilment of my course , I am doing a project titled “ A STUDY ON CONSUMER
BEHAVIOUR TOWARDS PARACHUTE COCONUT OIL’S “. Will you please take
a few minutes to answer some questions.
NAME : AGE :
OCCUPATION : GENDER :
1. Do you apply oil to your hair ?

(a) Yes (b) No
2. How many times will you apply oil to your hair ?

(a) Daily (b) Weekly once (c) Once in a month (d) Twice a month
3. Which of the following Oil’s are you aware of ?

(a) Nihar (b) Parachute (c) Vatika (d) Nuzen
4 . Among different brands of Parachute oil’s to which brand do you give more
preference ?
(a) Parachute coconut oil (b) Parachute Jasmine
(c) Parachute Lite (d) Parachute Enrich
5. How did you get aware of brand of parachute coconut oil’s ?

(a) Friends (b) Relatives (c) Advertisement (d) Others
6. What made you to go for parachute coconut oil ?

(a) Price (b) Quality (c) Brand image (d) Others
7. From where do you purchase it ?

(a) Super market (b) Wholesale shops (c) Departmental stores (d) Others
8. How much quantity do you purchase ?

(a) 50 ml (b) 100 ml (c) 200 ml (d) 500 ml
9. Which of the following parachute coconut oil pack do you like to purchase?
(a) Bottle pack (b) Refill pack (c) Bubble pack (d) Others
10. How do you rate the price of parachute coconut oil ?

(a) High (b) Average (c) Moderately High (d) Reasonable
11. Are you satisfied with parachute coconut oil ?

(a) Yes (b) No
12. Which attributes do you like in parachute coconut oil ?

(a) Quality (b) Price (c) Smell (d) Quantity

13. Do you want any changes in parachute coconut oil ?

(a) Yes (b) No
14. Suggestions you would like to give
SIGNATURE

CHAPTER-8
BIBLIOGRAPHY

BIBLIOGRAPHY
 Sri Lakshmi Venkateswara Traders
( Distributors for Marico Products )
 Website : www.maricoindia.com
 Marketing Management ( C.N.Sontakki )
 Consumer Behaviour ( Suja.R.Nair )

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PROJECT REPORT 2017-2018

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS HAIR

Project report submitted in partial fulfilment for the award of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

Under the esteemed guidance of

Mr. R. SIVA PRASAD. MBA , LLB.

St. JOSEPH’S DEGREE COLLEGE , KURNOOL

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

PROJECT GUIDE CERTIFICATE

SANIA KHAN, a final year BBA, student of St. Joseph’s Degree

Mr. R. SIVA PRASAD,

& Management studies.

Dept. of Commerce and Management St. Joseph’s Degree College

I SANIA KHAN , the undersigned hereby declare that this report

Dept. of Commerce and Management St. Joseph’s Degree College

It is my privilege and pleasure to express my profound sense of respect, gratitude and

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Major Brands – Saffola and Parachute:

Dept. of Commerce and Management St. Joseph’s Degree College

Unique Selling Practices ( USP’s):

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

MR . HARSH MARIWALA . M.D

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

MARICO YESTERDAY (1991)

MARICO TODAY (2017)

 A sales turnover of Rs .7.5 billion

 5 factories and sub – contract facilities .

 A total strength of around 1000 members .

Dept. of Commerce and Management St. Joseph’s Degree College

What it has done for us:

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

A consumer focused organization , we select our business opportunities

 Amity Award received by Marico ( Kerala ) in 1996

 Innovative practices – HR Award ( Asia Pacific Conference ) in 1998

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College

2. History of the product

3. History of the product

4. History of the product

6. Improvement in the functionally area

Dept. of Commerce and Management St. Joseph’s Degree College

7. Best Strategies Applied So Far

10. Product Differentiate

11. Product Differentiation:

12. Advertising Agencies:

13. Rural Advertising

Dept. of Commerce and Management St. Joseph’s Degree College

Dept. of Commerce and Management St. Joseph’s Degree College