CHAPTER-I

INTRODUCTION OF THE STUDY

1
 CHAPTER-I

INTRODUCTION OF THE STUDY

1.1 INTRODUCTION:

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Organizations need to retain existing customers while targeting non-customers.
Customer satisfaction is a term frequently used in marketing. It is a measure of how products
and services supplied by a company meet or surpass customer expectation.

Customer satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services exceeds specified
satisfaction goals." Expectations are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. The importance of customer satisfaction diminishes when a
firm has increased bargaining power.

Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace."Customer satisfaction is
measured at the individual level, but it is almost always reported at an aggregate level. It can be,
and often is, measured along various dimensions. As research on consumption experiences grows,
evidence suggests that consumers purchase goods and services for a combination of two types of
benefits: hedonic and utilitarian.

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.

1.2.STATEMENT OF THE PROBLEM

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.

1.3. SCOPE OF THE STUDY

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.

1.4. OBJECTIVES OF THE STUDY

Although the literature on consumer satisfaction is accumulating, the stream of

research is still in the development stage, hence is highly inconsistent and fragmented. This paper
aims to organize and classify the literature on consumer’s satisfaction and assess the-state-of-the-
art in order to facilitate future research. The resulting framework summarizes the progress in
consumer satisfaction research and provides future research directions. The study has been
undertaken to find out the “customer’s awareness towards Dove soap”. The study is confined to
the city of Madurai only considering the consumers of effect of Dove soap. This study is on
attempt to analyze the problems faced by the consumer of the product.

The need for this study is to know the reasons to buy different types of soaps and
particularly consumers satisfaction level on Lux soap.

✓ To identify the consumers satisfaction level of the consumers.

✓ To find out the effect of Dove soap on human health due to persistent use.
✓ To analyze the knowledge of the customers about the product
✓ To identify the buyers opinion.

3
1.5. LIMITATIONS OF THE STUDY

✓ Respondents show reluctance towards giving correct information.

✓ Finding of the study are based on the assumption the respondents have disclosed in the
questionnaire.
✓ Some of the respondents were not co-operative.
✓ This project is carried among from the limited numbers of respondents.

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

Product : Dove soap

Established Year : 1957

Country Introduced : US

Markets : world wide

First Ambassador : Arnab Goswami

Indian Ambassador : Anushka Sharma

Headquarters :
Leather head, surrey, United Kingdom

Market Share : 11.54%

CEO : Rahul Bhanushali

Chief Legal Officer : Reginaldo Ecclissato

Product Variants :

Dove Regular Beauty Bar, Bar Sensitive

Skin, Pink Beauty Bar,Bar Relaxing
Lavender,Bar Gentle Exfoliating.Etc

7
Package Size : 75gm,100gm,125gm,

Estimated Revenue 2023 : US$ 6.5 Billon

Current growth stage : Liquid body wash ,creams

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

1.DOVE COCONUT MILK

2.DOVE ORIGINAL BEAUTY BAR

10
3. DOVE CREAM BEAUTY BATHING BAR

4. DOVE SENSITIVE SKIN BAR

11
5.DOVE FRESH MOISTURE SOAP

6. DOVE RANGE SOAP

12
2.4. ORGANIZATIONAL CHART

Paul polman
Chief Executive
Officer

Jean -Marc Doug Keith Weed Pier Luigi

Huet Baillie Chief Chief
Chief Chief HR Marketing Supply
Financial Officer And Chain
officer Communicati- Officer
on Manager

David Alan Jope

Blanchard
personal
Chief care,
Category president
R&D 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:-

Secondary data has been taken from bellow sources:

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

3.7.DATA COLLECTION PROCESS

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

Outside the Libraries

organization magazines ect

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

Percentage of respondents = ----------------------------- X100

Total 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”.

A hypothesis can be defined as a logically conjectured relationship between two or more

variables expressed in the form of testable statement.

NULL HYPOTHESIS (HO)

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)

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

CHI – SQUARE TEST

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

17
 CHAPTER-IV

DATA ANLAYSI AND INTERPRETATION

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.

GENDER OF THE RESPONDENTS

26.5
26
25.5
25
24.5
24
23.5
23
MALE FEMALE

19
 TABLE 4. 2

SHOWING THE AGE LEVEL OF THE RESPONDENTS

S.NO AGE NO OF RESPONDENTS PERCENTAGE (%)

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.

SHOWING THE AGE LEVEL OF THE RESPONDENTS

25
20
15
10
5
0
BELOW 15 16-30 31-50 ABOVE 50

20
 TABLE 4.3

SHOWING THE OCCUPATION OF THE RESPONDENTS

S.NO OCCUPATION NO OF RESPONDENTS PERCENTAGE (%)

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

SHOWING THE OCCUPATION OF THE RESPONDENTS

20

15

10

0
STUDENT PROFESSIONAL BUSINESS HOMEMAKER

21
 TABLE 4.4.

SHOWING THE FAMILY'S MONTHLY INCOME OF THE RESPONDENTS

S.NO INCOME NO OF RESPONDENTS PERCENTAGE (%)

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.

SHOWING THE FAMILY'S MONTHLY INCOME OF THE RESPONDENTS

25

20

15

10

0
BELOW 10,000 10,000 - 20,000 20,000 -30,000 ABOVE 30,000

22
 TABLE 4. 5

SHOWING THE RESPONDENTS USING DOVE SOAP

S.NO USE DOVE SOAP NO OF RESPONDENTS PERCENTAGE (%)

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

SHOWING THE RESPONDENT USING DOVE SOAP

35
30
25
20
15
10
5
0
YES NO

23
 TABLE 4.6

SHOWING THE FREQUENCY OF PURCHASE

FREQUENCY OF NO OF PERCENTAGE
S.NO PURCHASE RESPONDENTS (%)

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.

Majority (48.0%) of the respondents are buying monthly.

CHART NO 4.6

SHOWING THE FREQUENCY OF PURCHASE

30
25
20
15
10
5
0
WEEKLY MONTHLY BIMONTHLY QUATERLY

24
 TABLE 4.7

SHOWING THE NO OF SOAP NEEDED EVERY MONTH

NO OF SOAP NEEDED EVERY NO OF PERCENTAGE
S.NO MONTH RESPONDENTS (%)

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

SHOWING THE NO OF SOAP NEEDED EVERY MONTH

30
25
20
15
10
5
0
1 2 3 OTHERS

25
 TABLE 4. 8

SHOWING THE INFLUENCES OF PURCHASE

NO OF PERCENTAGE
S.NO INFLUENCES OF PURCHASE RESPONDENTS (%)

1 PRICE 9 18
CELEBRITY
2 ADVERTISEMENT 25 50

3 QUALITY & QUANTITY 10 20

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.

Majority (50.0%) of the respondents are influenced by celebrity advertisement

CHART NO 4. 8

SHOWING THE INFLUENCES OF PURCHASE

30

25

20

15

10

0
PRICE CELEBRITY QUALITY & PACKAGE
ADVERTISEMENT QUANTITY

26
 TABLE 4. 9

SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP

NO OF PERCENTAGE
S.NO LIKINGS TOWARDS SOAP RESPONDENTS (%)

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

SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP

20
15
10
5
0
PERFUME COLOUR HYGIENE PROTECT SKIN

27
 TABLE 4. 10

SHOWING THE DISLIKES OF THE RESPONDENTS

DISLIKES OF THE NO OF PERCENTAGE
S.NO RESPONDENTS RESPONDENTS (%)

1 LACK OF AWARENESS 15 30

2 LACK OF AVAILABILITY 13 26

3 YOU FIND IT EXPENSIVE 18 36

4 YOU DON'T LIKE THE PRODUCT 3 6

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

SHOWING THE DISLIKES OF THE RESPONDENTS

20

15

10

0
LACK OF LACK OF YOU FIND IT YOU DON'T LIKE
AWARENESS AVAILABILITY EXPENSIVE THE PRODUCT

28
 TABLE 4. 11

SHOWING THE RESPONDENT’S CHANGE IN BRAND OF THE SOAP

S.NO CHANGE IN BRAND NO OF RESPONDENTS PERCENTAGE (%)

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

SHOWING THE RESPONDENT’S CHANGE IN BRAND OF THE SOAP

40
30
20
10
0
YES NO

29
 TABLE 4.12

SHOWING THE FREQUENCY OF CHANGE IN BRAND

FREQUENCY OF CHANGE IN NO OF PERCENTAGE
S.NO BRAND RESPONDENTS (%)

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.

Majority (52.0%) of the respondents change the brand frequently.

CHART NO 4.12

SHOWING THE FREQUENCY OF CHANGE IN BRAND

30

25

20

15

10

0
ONCE TWICE THRICE MANY TIMES

30
 TABLE 4.13

SHOWING THE BRAND OF SOAP USED

S.NO BRAND OF SOAP NO OF RESPONDENTS PERCENTAGE (%)

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

SHOWING THE BRAND OF SOAP USED

35
30
25
20
15
10
5
0
LUX CINTHOL MEDIMIX NATURE POWER

31
 TABLE 4.14

SHOWING THE EASY AVAILABILITY OF THE SOAP

EASY AVAILABILITY OF THE NO OF PERCENTAGE

S.NO SOAP RESPONDENTS (%)

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

SHOWING THE EASY AVAILABILITY OF THE SOAP

40

20

0
YES NO

32
 TABLE 4.15

SHOWING THE AWARENESS OF THE SOAP

AWARENESS OF THE NO OF PERCENTAGE
S.NO SOAP RESPONDENTS (%)

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

SHOWING THE AWARENESS OF THE SOAP

40
35
30
25
20
15
10
5
0
YES NO

33
 TABLE 4.16

SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT

EFFECTIVE FORM OF NO OF PERCENTAGE
S.NO ADVERTISEMENT RESPONDENTS (%)

1 NEWS PAPER / MAGAZINE 4 8

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.

Majority (84.0%) of the respondents prefers TV advertisements.

CHART NO 4.16

SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT

45
40
35
30
25
20
15
10
5
0
NEWS PAPER / STORE WINDOWS TV INTERNET
MAGAZINE ADVERTISEMENTS

34
 TABLE 4.17

SHOWING CELEBRITY ENDORSEMENT PROMPT ON PURCHASES

PURCHASES PROMPTED BY CELEBRITY NO OF PERCENTAGE

S.NO ENDORSEMENT RESPONDENTS (%)

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

SHOWING CELEBRITY ENDORSEMENT PROMPT ON PURCHASES

50
40
30
20
10
0
YES NO

35
 TABLE 4.18

SHOWING THE EFFECT OF DOVE SOAP ON HEALTH

EFFECT OF DOVE SOAP ON NO OF PERCENTAGES

S.NO HEALTH RESPONDENTS (%)

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

SHOWING THE EFFECT OF DOVE SOAP ON HEALTH

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

SHOWING THE PREFERED FLAVOUR OF DOVE SOAP

18
16
14
12
10
8
6
4
2
0
LOTUS AND CREAM SANDAL STRAWBERRY PEACH
PURPLE

37
 TABLE 4.20

SHOWING THE OFFERS THAT INFLUENCES THE PURCHASE

OFFERS INFLUENCING NO OF PERCENTAGE
S.NO PURCHASE RESPONDENTS (%)

1 DISCOUNT 19 38

2 BUY ONE GET ONE 13 26

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.

Majority (38.0%) of the respondents prefer discount offers.

CHART NO 4.20

SHOWING THE OFFERS THAT INFLUENCES THE PURCHASE

20

15

10

0
DISCOUNT BUY ONE GET ONE COMBO OFFERS FREE GIFTS

38
 TABLE 4.21

SHOWING THE SIZE OF THE SOAP

S.NO SIZE OF THE SOAP NO OF RESPONDENTS PERCENTAGE (%)

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

SHOWING THE SIZE OF THE SOAP

350

300

250

200

150

100

50

0
1 2 3

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 CHAPTER-V

FINDINGS,SUGGESTIONS AND CONCLUSION

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 CHAPTER-V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1.FINDINGS

✓ Majority (82.0%) of the respondents are female.

✓ Majority (40.0) of the respondents are the group of 16-30 years.

✓ Majority (32.0%) of the respondents are students.

✓ Majority (44.0%) of the respondents are having their family monthly income of
Rs.10000-20000.
✓ Majority (62.0%) of the respondents are saying yes.
✓ Majority (48.0%) of the respondents are buying monthly.
✓ Majority (56.0%) of the respondents need 2 soaps every month.
✓ Majority (50.0%) of the respondents are influenced by celebrity advertisement.
✓ Majority (38.0%) of the respondents like its perfume.
✓ Majority (36.0%) of the respondents say that they find the product expensive.
✓ Majority (58.0%) of the respondents do not change the brand of the soap
✓ Majority (52.0%) of the respondents change the brand frequently.

✓ Majority (62.0%) of the respondents prefers DOVE soap.

✓ 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.

✓ Majority (32.0%) of the respondents prefer strawberry flavor of DOVE soap.

✓ Majority (38.0%) of the respondents prefer discount offers.
✓ Majority (58.0%) of the respondents prefer 100 gm size of the soap.

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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

PHILIP KILTER KELLER :”Marketing Management”,

14th edition, sultan & sons 2001,

New Delhi.

KOTHARI C. R : “Research Methodology”,

2nd edition wishawaprakashan 1999.

New Delhi.

WEBSITE: http://www.slideshare.net/HarshPatel14/DOVE-report

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 QUESTIONNAIRE

A STUDY ON CONSUMER’S SATISFACTION TOWARDS DOVE SOAP.

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

6) Do you use DOVE soap?

a) Yes
b) No

7) What is the frequency of purchase of the DOVE soap?

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………..

9) What influences when you purchase the DOVE soap?

a) Price
b) Celebrity advertisements
c) Quality & Quantity
d) Package

10) You like the DOVE soap because of

a) Perfume
b) Color
c) Hygienic
d) Protect skin

11) If no, it is because:

a) Lack of awareness
b) Lack of availability
c) You find it expensive
d) You don’t like the product

12) Do you change from one brand of soap to another frequently?

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

15) Is DOVE Soap easily available to you?

a) Yes
b) No

16) Have you ever seen the advertisements of the DOVE soap?

a) Yes
b) No

17) Which is the most effective form of advertising according to you?

a) News papers / magazines

b) Store windows
c) TV Advertisements
d) Internet

18) Does celebrity endorsement prompt you to purchase DOVE soap?

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)

a) Lotus and cream purple

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 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)

………………………………………………………………………………………

25) Do you have any suggestions?

………………………………………………………………………………………

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