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consumer satisfaction towards soap brands
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“Consumer satisfaction and Brand loyalty towards
Hindustan Unilever Bathing Soaps”
In partial fulfillment of
Integrated Master of Business Administration
Submitted By-
Kartikeya Dwivedi
CUJ/I/2013/IMBA
Under the Supervision of-
Mr. Nagapavan Chintalapati Sir
Assistant Professor Centre for Business Administration Central University of Jharkhand, Ranchi
I hereby declare that the work incorporated in this report entitled “Consumer
Satisfaction and Brand loyalty towards Hindustan Unilever Bathing Soaps” is the
outcome of original study undertaken by me carried out under the guidance of Mr.
Nagapavan Chintalapati Sir, Assistant Professor, Central University of Jharkhand.
I further declare that the matter in this report has not been submitted by me as a
whole or in part at any other University or Institution for the award of any Degree
or Diploma.
Date- Place-
Kartikeya Dwivedi
Integrated MBA CUJ/I/2013/IMBA/ Centre for Business Administration
I consider myself very fortunate to get the opportunity to conduct the research project assignment given by CUJ. I got the opportunity to get a practical exposure into actual environment and it provides me the golden opportunity to learn theoretical concept of Consumer satisfaction and brand Loyalty in a more clear way.
I am thankful to the students who gave there valuable time to give their response.
I am also very much thankful to the Centre for Business Administration, Central University of Jharkhand, Dean Dr. A.K Sarkar sir, my guide and mentor Mr. Nagapavan Chintalapati Sir for their valuable guidance.
I have gone through various sites, research books, magazines official documents file and newspapers to get the accurate information for analysis and tried to find the best conclusion.
KARTIKEYA DWIVEDI
Integrated MBA 8
TH SEM
CUJ, Ranchi
i. Declaration ii. Certificate iii. Acknowledgement
Brand Loyalty-
Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the same product or service repeatedly now and in the future from the same brand, regardless of a competitor’s actions or changes in the environment. It can also be demonstrated with other behaviours such as positive word of mouth advocacy. Brand loyalty is where an individual buys products from the same manufacturer repeatedly rather than from other suppliers.
Why is brand loyalty essential?
A critical factor of building brand loyalty is developing a connection or relationship between the consumer and the brand. When an emotional relationship is created between the consumer and the brand this leads to a strong bond and a competitive advantage for that particular brand. Loyalty consists of both attitudinal and behavioral components. Attitudinal loyalty relates to the customers willingness to purchase product or service from the brand at any reasonable cost. Behavioral loyalty is the re-purchasing. Both behavioral and attitudinal components are important. One example is that a consumer displays behavioral loyalty by buying Dove soap when there are few alternatives available and attitudinal loyalty when they will not buy an alternative brand when Dove is not available. The attitudinal component is psychological, this leads to the behavioral action of repeat purchase. It is the attitudinal loyalty that drives most loyalty behavior and ensures loyalty over time not just with one purchase.
Benefits-
Brand loyalty has shown to profit firms by saving them a lot of money. Benefits associated with loyal consumers include:
Acceptance of product extensions. Defense from competitors cutting of prices. Creating barriers to entry for firms looking to enter the market. Customers willing to pay high prices. Existing customers cost much less to serve. Potential new customers.
Generally speaking, brand loyalty will increase profit over time as firms do not have to spend as much time and money on maintaining relationships or marketing to existing consumers. Loyal long-term customers spend more money with a firm.
Usage rate-
Most important is usually the 'rate' of usage, to which the Pareto 80-20 Rule applies. Kotler's 'heavy users' are likely to be disproportionately important to the brand (typically, 20 percent of users accounting for 80 percent of usage — and of suppliers' profit). As a result, suppliers often segment their customers into 'heavy', 'medium' and 'light' users; as far as they can, they target 'heavy users'. However, research shows that heavy users of a brand are not always the most profitable for a company.
A second dimension, is whether the customer is committed to the brand. Philip Kotler, again, defines four patterns of behavior:
Soap was introduced in India by the Lever Brothers during the British reign in the country. Thereafter soaps were imported from England and marketed in India. However the first local soap manufacturing unit was set up by Mr. Jamshedji Tata in Cochin, Kerala around the period 1918.
Since then soaps have become an important part of the lives of the people of the country. Today India has one of the most developed soap markets and is dominated by numerous multinational and also quite a few major domestic companies. Some of the most popular soap brands in India include Lux, Cinthol, Lifebuoy, Liril Hamam, Patanjali, Nirma, Dettol etc.
The soap market in India which was once only restricted to the urban regions has now covered practically the remotest corners of the country. The ever increasing demand for personal care products in India is mostly due to the sizable population, greater hygiene concerns and the rising income levels of the people of the nation.
The Indian soap market is ruled by three major giants; Hindustan Unilever Limited, Godrej and Nirma. These three companies alone account for 88% of the total market share in India. H.U.L. with its brands like Dove and Lifebuoy have dominated the Indian lather industry since the last few decades. Nirma another top soap brand in India is one of the major competitors of HUL and holds a 15% market share in the Indian soap market.
The primary aim of the top soap brands in India today is to expand the number of rural consumers since the rural consumers consists of 70% of the total population of the country. The overall soap penetration in Indian households is 98%. The top soap brands in India are ranked according to usage and popularity since people belonging to different strata's of societies use different brands of soap. Rural consumers in India constitute 70% of the population. The top soap companies are specially producing soaps under the discount segment meant exclusively for the rural areas targeting the absolute lower income consumers.
Soap brands of Hindustan Unilever-
In FMCG industry sector there has been severe competition among the Multi- National Companies, national and local players. Brand loyalty is determined by several distinct psychological processes of the consumers and entails multivariate measurements.
Product features is one of the most important factors that affect brand loyalty. The relationship between the availability of the bathing soap and the extent of brand loyalty was also found to be significant. The bathing soaps can be divided into four price segments: Premium, popular, economy and carbolic soaps. At the same time, penetration level of bathing soap in urban area is very high but per capita consumption level is very low.
In this scenario, it is very important for marketers to know the consumer behavior with respect to bathing soaps, which will be very useful in adopting suitable strategies to promote the soap brands. In this report my objective is to find out the awareness level among the consumer about Unilever brand, What are the attributes that consumer consider while purchasing a soap brand?, Which category of soap they prefer on overall basis? such as on the basis of ( price, fragrance, effect on germs etc), effect of advertisement in purchasing a new launched product, and whether a consumer is loyal to a specific brand or often switch to other brand, if not satisfied.
Objectives of the study-
To know the effect of advertisement in purchasing different soap brands.
To determine effects of product attributes on the consumer.
To determine preference of the consumers.
To determine awareness level of different soap brands.
To look at the completely switching behavior of respondents to other soap brands
Research Design-
This is a descriptive research to explore the field of Consumer satisfaction and brand loyalty
Respondents of the study-
The respondent of the study will be students of Central University of Jharkhand, Brambe area.
Sample size-
108 Respondents
Sampling technique-
Convenience sampling
Data collection tool-
Collecting Data though primary and secondary methods.
Primary Data:-Online Questionnaire- Structured, Questions are closed ended and answered in fixed options
Secondary Data: - Company website and articles
Research Method: - Survey, Online Questionnaire,
Here 43% responded that they are not aware of Hindustan Unilever Soap brands but 57% said that yes they are aware of every brand of Unilever soaps hence we can say that company has developed a good image in the mind of consumer with its qualities and consumer are familiar with the brand.
57%
43%
Yes No
Answer No. of respondents Yes 62 No 46
Name of the brand No. of Respondents Dove 45 Pears 24 Lifebuoy 09 Axe 05 Lux 06 Liril 01 Hamam 01 Others 24
Here we can see that 42% have responded that they are using Dove soaps, 22% responded that they are using soap other than Unilever brand.15% have responded that they are using Pears soap, 8% are using Lifebuoy,6% are using Lux soap, 5% are using Axe and Liril and Hamam soap is being used by 1% customers, therefore it can be said that Dove soap is more popular within the soap brands of Unilever among the consumers.
42%
15% 8%
5%
6%^ 1%
1%
22%
Dove Pears Lifebuoy Axe Lux Liril Hamam others
