Customer Satisfaction Towards Dove
Customer Satisfaction Towards Dove
Customer Satisfaction Towards Dove
1
CHAPTER-I
1.1 INTRODUCTION:
Hedonic benefits are associated with the sensory and experiential attributes of the
product. Utilitarian benefits of a product are associated with the more instrumental and functional
attributes of the product. Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of both
psychological and physical variables which correlate with satisfaction behaviors such as return
and recommend rate.
2
The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products. The
usual measures of customer satisfaction involve a survey. The customer is asked to evaluate each
statement in terms of their perceptions and expectations of performance of the organization being
measured.
The study on consumer satisfaction helps to know who the customers are, what they want,
how they use and react to the product. The wants of the consumer are carefully studied by
conducting surveys on consumer preference. If the product is in small packet level quantity with
low price at the time the product will reach the goal.
This study aims in assessing the customer’s satisfaction towards dove soap products. This
study also covers the customer’s opinion about the dove soap products in Madurai city.
The need for this study is to know the reasons to buy different types of soaps and
particularly consumers satisfaction level on Lux soap.
3
1.5. LIMITATIONS OF THE STUDY
4
CHAPTER-II
COMPANY PROFILE
5
CHAPTER-II
COMPANY PROFILE
2.1.INTRODUCTION
After a few tweaks in Unilever’s labs to give this unique new bar an indulgent, creamy
lather and timeless fragrance, the Dove Beauty Bar was born-and it launched in the US in 1957;67
years ago. Dove promised women that, as its formula contained a quater moisturizing cream,
Dove wouldn’t dry their skin like soap can.
Vincent Lamberti (c.1927/28-March 21, 2014) was an American chemist and inventor,
who held 118 granted patents, and is best known as the inventor of Dove soap. The products are
sold in more than 150 countries and are offered for both women, man, babies and kids. Dove’s
logo is a silhouette profile of the brand’s namesake bird. Vincent Lamberti was granted the orginal
patents related to the manufacturing of Dove in the 1950s, while he worked for Lever Brothers
Dove is a personal care brand owned by Unilever, a British consumer goods company.
products in clude antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair
care, or facial care products. Dove is primarily made from synthetic surfactants, vegetable oils
(such as palm kernel) and salts of animal fats (tallow).In some countries, Dove is derived from
tallow, and for this reason it is not considered vegan, unlike vegetable oil based soaps.
The company has about 15,000 employees and has sale of in unilever, one of the world’s
leading suppliers of food, care, personal care and refreshment products with in over 150 countries.
6
COMPANY PROFILE
Country Introduced : US
Headquarters :
Leather head, surrey, United Kingdom
Product Variants :
7
Package Size : 75gm,100gm,125gm,
2.2. HISTORY
Hindustan Unilever Pvt Ltd is an Anglo-Dutch company. The brand was Established in
1930 with the merger of Lever Brothers and Margarine Union. From the very beginning, Dove
attempted to stand out in the personal care scene rather than blend in. Lever Brother’s Dove
Beauty Bar hit the market in 1957, representing the first Dove-branded foray into the soap market.
Dove’s soap advertisements reflected these moves to stand out, boasting that Dove soap was
‘much better for your skin ‘than regular soap due to its mildness and its content of ‘one-quarter
cleansing cream. Dove advertisements even included taglines such as “suddenly soap is old-
fashioned! and Dove creams your skin while you wash’.
Additionally, Dove’s bars of soap took on a unique, curved shape while Dove packaging
featured simple and elegant coloring surrounding the now iconic Dove bird logo. This made for
ease brand recognition and distinction whithin the minds of consumers-Dove quickly succeeded
in establishing itself as an innovator and outsider in the word of soap.
In terms of television advertisements, which were a fairly new marketing outlet in the
1950’s,Dove displayed cream being poured into the Dove bar in order to illustrate the
moisturizing quality of the soap. The Dove face test campaign was another early marketing
campaign of Dove’s, in which advertisements displayed a woman whoi washed half of her face
with generic soap and half washed with Dove soap would, of course, display a clear, clean and
moisturized complexion while the non-Dove side was dry and featured soap residue.
The 1960’s saw a new wave of feminism hit the united states, with women displaying a
newfound willingness to enter the workforce. Used its first “Real women “tagline in a number of
8
ads which featured mock hidden-camera testimonials of professional women heaping praise on
to Dove products.
As the 20th century progressed, so too did Dove’s catalog as the company incorporated
more complex and specialized products designed to sufficiently cover every end of personal care.
In terms of skin, Dove would introduce moisturizers and dry skin care, among other products. In
the 1980’s,the company developed specialized hair care treatment for dry or damaged hair, as
well as hair oils. This Dove becomes a global leader in bath time hair care to supplement their
skin and soap dominance.
The company made it a conscious goal to cover the full range of skin and hair cleaning,
and did so effectively by introducing products that exhibited the same moisturizing qualities as
their patented Dove soap bars.
Dove believes that ‘beauy is a female instinct that shouldn’t be denied and showcases the
pleasure that every woman enjoys from using her beauty, encapsulating that idea in a simple
phrase: Declare your beauty. Dove works with the world’s best perfumers to create beauty treats
infused with the finest fragrances.
Delight to the senses, making women feel fabulously feminine”, every day. Because we
know, when women feel this way, they get a lot more out of life.
As the product gained greater foothold in the market, the price was increased in order to
maximize the profit. The main marketing objective was also to maximize the market share and
introduce modifications in the product. This included a new range of products entering the market.
9
2.3.PRODUCTS OF DOVE
10
3. DOVE CREAM BEAUTY BATHING BAR
11
5.DOVE FRESH MOISTURE SOAP
12
2.4. ORGANIZATIONAL CHART
Paul polman
Chief Executive
Officer
13
CHAPTER-III
RESEARCH METHODOLOGY
14
CHAPTER-III
RESEARCH METHODOLOGY
3.1.RESEARCH DESIGN
“Research design is the arrangement of activities for the collection and analysis of the data in a
manner that aims to combine relevance to the purpose with economy in procedure.
For this study the design used was descriptive Effectiveness of Sales Promotion Strategies in
Mould Industry. Descriptive design as the name itself implies, is conducted to describe something.
This study describes the factors that lead to the. Here the descriptive research was conducted to
find out the information about the factor and to spot light the areas that need the management’s
attention.
3.2.PRIMARY DATA:-
Primary data has been collected through questionnaires. The questionnaire was mostly
related to the brand equity and customer expectation Open source solution on different feature
such as the model, price, effectiveness of the brand etc.
3.3.SCONDARY DATA:-
1. Reports
2. Pamphlets
3. Advertisement
4. Newspapers
5. Internet
3.4.SAMPLING:-
The sample of 74 has been chosen randomly from in an around employees, the people
siding in an around employees are considered as the population for the study.
3.5.SAMPLE SIZE:-
The sample size of 74 is selected randomly. The study requires on in depth survey and
keen observation in collecting data regarding the effectiveness of Prompt Barriers Private Limited
15
3.6.SAMPLING TECHNIQUE
Only simple random sampling technique is adopted in selection the sample. In this
technique, each and every unit of the population has on equal opportunity of being selected in the
sample
Based on need and objectives, types of data required for study and other sources of data
are identified.
Observation
Primary Data
Questioner
Data
Inside the New letters
Organization documentation
Secondary Data
3.8.PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio. Percentages are used in making comparison
between two or more series of data. Percentage is used to describe relative terms the distribution
of two or more series of data.
No. of Respondents
16
3.9.DEFINITION OF HYPOTHESIS
According to Goode and Hutt, “Hypothesis is a proposition, which can be put to test to
determine validity”.
Null hypothesis is formulated only to test whether there is any relationship between
variables related to the problem being studied. Usually the null hypothesis usually is formed as a
negative statement.
Alternate Hypothesis (H1) is a statement, which is accepted after the null hypothesis is
rejected based on the test result. The alternate hypothesis usually is formed as a positive statement
The chi – square test is one of the simplest and most widely used non parametric
tests in statistical work. The symbol X² is the Greek letter chi Karl Pearson first used the chi –
square test in the year 1980. The quantity chi – square describes the magnitude of the discrepancy
between theory and observation.
In this Chi – square test Yates correction is used when the value of observed frequency in less
than 10. The formula is given
X² = (|Oi-Ei|) ²/Ei
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CHAPTER-IV
18
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1.
GENDER OF RESPONDENTS
S.NO GENDER NO OF RESPONDENTS PERCENTAGE (%)
1 MALE 41 82.0
2 FEMALE 9 18.0
TOTAL 50 100
SOURCE:PRIMARY DATA
From the about table it is inferred that 82.0% of the respondents are male, 18.0% of the
respondents are female. Majority (82.0%) of the respondents are female.
CHART 4.1.
26.5
26
25.5
25
24.5
24
23.5
23
MALE FEMALE
19
TABLE 4. 2
1 BELOW 15 5 10
2 16-30 16 40
3 31-50 21 30
4 ABOVE 50 8 14
TOTAL 50 100
SOURCE:PRIMARY DATA
From the table it is inferred that 10.0% of the respondents are under the age group of
below 15years, 40.0% the respondents are under the age group of 16-30 years, 30.0 %of the
respondents are under the age group of 31-50 years and 14.0% of respondents are under the age
group of above 50 years. Majority (40.0) of the respondents are the group of 16-30 years.
CHART NO 4.2.
25
20
15
10
5
0
BELOW 15 16-30 31-50 ABOVE 50
20
TABLE 4.3
1 STUDENT 16 32
2 PROFESSIONAL 8 16
3 BUSINESS 11 22
4 HOMEMAKER 15 30
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 32.0% of respondents were students, 16.0%of the
respondents were professional, and 22.0% of the respondents have own business, and 30.0% of
the respondents were homemakers. Majority (32.0%) of the respondents are students.
CHART NO 4.3
20
15
10
0
STUDENT PROFESSIONAL BUSINESS HOMEMAKER
21
TABLE 4.4.
1 BELOW 10,000 5 10
2 10,000 - 20,000 22 44
3 20,000 -30,000 15 30
4 ABOVE 30,000 8 16
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that the 10.0% of the respondents get below 10000,
44.0% of respondents 10000-20000,30.0% of respondents get 20000-30000, and 16.0% the
respondents get 30000 and above. Majority (44.0%) of the respondents are having their family
monthly income of Rs.10000-20000.
CHART NO 4.4.
25
20
15
10
0
BELOW 10,000 10,000 - 20,000 20,000 -30,000 ABOVE 30,000
22
TABLE 4. 5
1 YES 31 62
2 NO 19 38
TOTAL 50 100
SOURCE:PRIMARY DATA
From the table it is inferred that 62.0% the respondents respond yes, and 38.0% of the
respondents say no. Majority (62.0%) of the respondents are saying yes.
CHART NO 4. 5
23
TABLE 4.6
1 WEEKLY 11 22
2 MONTHLY 24 48
3 BIMONTHLY 10 20
4 QUARTERLY 5 10
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 22.0% of the respondents buy weekly, 48.0% of
the respondents buy monthly, 20.0% of the respondents buy bimonthly and 10.0% of the
respondents buy quarterly.
CHART NO 4.6
30
25
20
15
10
5
0
WEEKLY MONTHLY BIMONTHLY QUATERLY
24
TABLE 4.7
1 1 9 18
2 2 28 56
3 3 11 22
4 OTHERS 2 4
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 18.0% of the respondents need 1 soap, 56.0% of
the respondents need 2 soaps, 22.0% of the respondents need 3 soaps, 4.0% of the respondents
need more than 3 soaps. Majority (56.0%) of the respondents need 2 soaps every month.
CHART NO 4.7
30
25
20
15
10
5
0
1 2 3 OTHERS
25
TABLE 4. 8
1 PRICE 9 18
CELEBRITY
2 ADVERTISEMENT 25 50
4 PACKAGE 6 12
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 18.0% of the respondents are influenced by price,
50.0% of the respondents are influenced by celebrity advertisement, 20.0% of the respondents are
influenced by quality and quantity, 12.0% of the respondents are influenced by package.
CHART NO 4. 8
30
25
20
15
10
0
PRICE CELEBRITY QUALITY & PACKAGE
ADVERTISEMENT QUANTITY
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TABLE 4. 9
1 PERFUME 19 38
2 COLOUR 17 34
3 HYGIENE 3 6
4 PROTECT SKIN 11 22
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that the 38.0% of the respondents like its perfume,
34.0% of the respondents like its color, 6.0% of the respondents like because its hygiene, 22.0%
of the respondents like as it protects skin. Majority (38.0%) of the respondents like its perfume.
CHART NO 4. 9
20
15
10
5
0
PERFUME COLOUR HYGIENE PROTECT SKIN
27
TABLE 4. 10
1 LACK OF AWARENESS 15 30
2 LACK OF AVAILABILITY 13 26
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that the 30.0% of the respondents have lack of
awareness, 26.0% of the respondents have lack of availability, 36.0% of the respondents find it
expensive and 6.0% of the respondents doesn’t like the product.
Majority (36.0%) of the respondents say that they find the product expensive.
CHART NO 4.10
20
15
10
0
LACK OF LACK OF YOU FIND IT YOU DON'T LIKE
AWARENESS AVAILABILITY EXPENSIVE THE PRODUCT
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TABLE 4. 11
1 YES 21 42
2 NO 29 58
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that the 42.0% of the respondents change the brand,
58.0% of the respondents doesn’t change the brand.
Majority (58.0%) of the respondents do not change the brand of the soap
CHART NO 4.11
40
30
20
10
0
YES NO
29
TABLE 4.12
1 ONCE 10 20
2 TWICE 8 16
3 THRICE 6 12
4 MANY TIMES 26 52
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that the 20.0% of the respondents change the brand
once, 16.0% of the respondents change the brand twice, 12.0% of the respondents change the
brand thrice, 52.0% of the respondents change the brand many times.
CHART NO 4.12
30
25
20
15
10
0
ONCE TWICE THRICE MANY TIMES
30
TABLE 4.13
1 DOVE 31 62
2 CINTHOL 8 16
3 MEDIMIX 9 18
4 NATURE POWER 2 4
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 62.0% of the respondents prefers Dove, 16.0% of
the respondents prefers Cinthol, 18.0% of the respondents prefers Medimix and 4.0% of the
respondents prefers Nature power soap. Majority (62.0%) of the respondents prefers DOVE soap.
CHART NO 4.13
35
30
25
20
15
10
5
0
LUX CINTHOL MEDIMIX NATURE POWER
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TABLE 4.14
1 YES 37 74
2 NO 13 26
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 740.0% of the respondents say that the soap is
easily available and 26.0% of the respondents find it difficult.
Majority (74.0%) of the respondents say that the soap is easily available.
CHART NO 4.14
40
20
0
YES NO
32
TABLE 4.15
1 YES 35 70
2 NO 15 30
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 70.0% of the respondents have the awareness of
the product and 30.0% of the respondents do not have the awareness of the product.Majority
(70.0%) of the respondents say that they have the awareness of the product.
CHART NO 4.15
40
35
30
25
20
15
10
5
0
YES NO
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TABLE 4.16
2 STORE WINDOWS 2 4
3 TV ADVERTISEMENTS 42 84
4 INTERNET 2 4
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 8.0% of the respondents prefer
newspaper/magazines, 4.0% of the respondents prefers stores window, 84.0% of the respondents
prefers TV advertisements and 4.0% of the respondents prefer internet.
CHART NO 4.16
45
40
35
30
25
20
15
10
5
0
NEWS PAPER / STORE WINDOWS TV INTERNET
MAGAZINE ADVERTISEMENTS
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TABLE 4.17
1 YES 44 88
2 NO 6 12
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 88.0% of the respondents are prompted by celebrity
endorsements and 12.0% of the respondents are not prompted by celebrity endorsement. Majority
(88.0%) of the respondents say that they are prompted by celebrity endorsements.
CHART NO 4.17
50
40
30
20
10
0
YES NO
35
TABLE 4.18
1 YES 17 34
2 NO 33 66
TOTAL 50 100
SOURCE:PRIMARY DATA
From the above table it is inferred that 34.0% of the respondents have health issues and
66.0% of the respondents do not have health issues.
Majority (66.0%) of the respondents say that they do not have health issues.
CHART NO 4.18
35
30
25
20
15
10
5
0
YES NO
36
TABLE 4. 19
SHOWING THE PREFERED FLAVOUR OF DOVE SOAP
NO OF PERCENTAGE
S.NO FLAVOUR OF DOVE SOAP RESPONDENTS (%)
LOTUS AND CREAM
1 PURPLE 13 26
2 SANDAL 14 28
3 STRAWBERRY 16 32
4 PEACH 7 14
TOTAL 50 100
SOURCE:PRIMARY DATA
From the table it is inferred that the 26.0% of the respondents prefer lotus and cream
purple, 28.0% of the respondents prefer sandal, 32.0% of the respondents prefer strawberry and
14.0% of the respondents prefer peach flavor. Majority (32.0%) of the respondents prefer
strawberry flavor of DOVE soap.
CHART NO 19
18
16
14
12
10
8
6
4
2
0
LOTUS AND CREAM SANDAL STRAWBERRY PEACH
PURPLE
37
TABLE 4.20
1 DISCOUNT 19 38
3 COMBO OFFERS 12 24
4 FREE GIFTS 6 12
TOTAL 50 100
SOURCE:PRIMARY DATA
From the table it is inferred that the 38.0% of the respondents prefer discounts, 26.0% of
the respondents prefer buy one get one, 24.0% of the respondents prefer combo offers and 12.0%
of the respondents prefer free gifts.
CHART NO 4.20
20
15
10
0
DISCOUNT BUY ONE GET ONE COMBO OFFERS FREE GIFTS
38
TABLE 4.21
1 100 29 58
2 200 17 34
3 300 4 8
TOTAL 50 100
SOURCE:PRIMARY DATA
From the table it is inferred that the 58.0% of the respondents prefer 100 gm, 34.0% of
the respondents prefer 200 gm, and 8.0% of the respondents prefer 300 gm.Majority (58.0%) of
the respondents prefer 100 gm size of the soap.
CHART NO 4. 21
350
300
250
200
150
100
50
0
1 2 3
39
CHAPTER-V
40
CHAPTER-V
5.1.FINDINGS
✓ Majority (74.0%) of the respondents say that the soap is easily available.
✓ Majority (70.0%) of the respondents say that they have the awareness of the product.
✓ Majority (84.0%) of the respondents prefers TV advertisements.
✓ Majority (88.0%) of the respondents say that they are prompted by celebrity
endorsements.
✓ Majority (66.0%) of the respondents say that they do not have health issues.
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5.2 SUGGESTIONS:
DOVE is a generic brand widely used by all segment of society, so company should
consider all segment of society while launching its different types of product. Customer's
Behaviour always looks for some extra benefit with purchasing. They demand for affordable price
for product and good schemes with purchasing.
Company targets only youth between 15 to 35 years who are conscious of beauty and
skin but in current scenario all people are more conscious regarding their skin and beauty, so
company should also consider them while manufacturing the product. The company has to give
some discounts or offers at the time of special occassions i.e.. festivals.
Most of the people suggested that they would like to see more attractive package for
DOVE soap though the present packing is of good quality. Most of the people are satisfied with
small sized DOVE soap. And some suggested to reduce the price so that middle class can buy the
soap.
From the beginning it is popularly known as "beautiful soap of film stars". Now DOVE
is a brand of all segment of society.
5.3 CONCLUSION:
From this study its finding revealed that majority of the respondents belongs to teenage
group. They expect the company to provide the product at a lower price. The company can
increase its sales by reducing its price and increasing its advertisements. The company has to give
some discounts or offers at the time of special occasions i.e... Festivals. Majority of the
respondents suggest to provide free gifts like earrings, toys, necklaces, ect,…
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BIBLIOGRAPHY AND APPENDIX
43
BIBLIOGRAPHY AND APPENDIX
BIBLIOGRAPHY
WEBSITE: http://www.slideshare.net/HarshPatel14/DOVE-report
44
QUESTIONNAIRE
1) Name :
2) Gender
a) Male
b) Female
3) Age
a) Below 15
b) 16-30
c) 31-50
d) Above50
4) Occupation?
a) Student
b) Professional
c) Business
d) Homemaker
5) Family’s monthly income?
a) Below 10,000
b) 10,000-20,000
c) 20,000-30,000
d) Above 30,000
a) Yes
b) No
a) Weekly
b) Monthly
c) Bimonthly(monthly twice)
d) Quarterly(six months once)
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8) How much DOVE soap do you personally require every month? (If more than 3 mention in
numbers)
a) 1
b) 2
c) 3
d) Others………..
a) Price
b) Celebrity advertisements
c) Quality & Quantity
d) Package
a) Perfume
b) Color
c) Hygienic
d) Protect skin
a) Lack of awareness
b) Lack of availability
c) You find it expensive
d) You don’t like the product
a) Yes
b) No
13) How many times did you change brands in the last 3 months?
a) 0nce
b) Twice
c) Thrice
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d) Many times
14) What brand of soap are you using now? (You can tick more than one option)?
a) DOVE
b) Cinthol
c) Medimix
d) Nature power
a) Yes
b) No
16) Have you ever seen the advertisements of the DOVE soap?
a) Yes
b) No
a) Yes
b) No
19) Do you have any health issues on usage of the DOVE soap?
a) Yes
b) No
20) Which flavor of DOVE bath soaps do you prefer? (You can tick more than one option)
47
b) Sandal
c) Strawberry
d) Peach
21) What is the maximum price you spend on basic sized bath soap?
…………………………………
22) Which one of the offers available influences you the most to buy DOVE soap?
a) Discounts offer
b) Buy one get one
c) Combo pack
d) Free gifts
23) What is the size of the DOVE Soap you usually purchase?
a) 100g
b) 200g
c) 300g
24) Do you face any problems on customer care? (If yes describe what)
………………………………………………………………………………………
48