CHAPTER I

CUSTOMER SATISFACTION
Customer satisfaction a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a balanced scorecard
In a competitive marketplace where business compete for customers satisfaction is seen
as a key differentiator and increasingly has become a key element of business strategy.
The degree of satisfaction provided by the goods or services of a company as measured
by the number of repeat customers.
Customer satisfaction refers to the extent to which customers are happy with the products
and services provided by a business. Customer satisfaction levels can be measured using
survey techniques and questionnaires. Gaining high levels of customer satisfaction is very
important to a business because satisfied customers are most likely to be loyal and to
make repeated orders and to use a wide range of services offered by a business.
The need to satisfy customer for success in any commercial enterprises is very obvious.
The income of all commercial enterprises is derived from the payments received for the
products and services to its external customers. Customers are the sole reason for the
existence of commercial establishments.
Since sales are the most important goal of any commercial enterprise, it becomes
necessary to satisfy customers. For customer satisfaction it is necessary to establish and
maintain certain important characteristics like:

a. Quality
b. Fair prices
c. Good customer handling skills
d. Efficient delivery
e. Serious consideration of consumer complaints.
Satisfaction is the feeling of pleasure or disappointment attained from comparing a
products perceived performance (outcome) in relation to his or her expectations. If the
performance falls short of expectations, the customer is dissatisfied. If the performance
matches the expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.
Customer satisfaction can help your business to achieve a sustainable competitive
advantage. Its about understanding the way a customer feels after purchasing a product
or service and, in particular, whether or not that product or service met the customers
expectations.
Customers primarily form their expectations through past purchasing experiences, wordof-mouth from family, friends and colleagues and information delivered through
marketing activities, such as advertising or public relations. If the customers expectation
isnt met, they will be dissatisfied and its very likely they will tell others about their
experience. The usual measures of customer satisfaction involve a survey with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement in terms of their perception and expectation of performance of the service
being measured.

Customer is the king, this is all the more apt for today's business environment where, all
other factors remaining more or less constant, it is the value addition to the customer that
is making all the difference.
We conduct a customer satisfaction survey, what you ask the customer is important. How,
when, and how often you ask these questions are also important. However, the most
important thing about conducting a customer satisfaction survey is what you do with their
answers.

COMPANY PROFILE
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories
in Home & Personal Care Products and Foods &Beverages. The companys Turnover
isRs. 20, 239 crores (for the 15 month period-January 1, 2008 to March 31, 2009).
HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving
consumer goods with strong local roots in more than 100 countries across the globe with
annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL.

Hindustan Unilever was recently rated among the top four companies globally in the list
of Global Top Companies for
Associates,in partnership with Fortune magazine and the RBL Group. The company was
rankednumber one in the Asia-Pacific region and in India. The mission that inspires
HUL's more than 15,000 employees, including over 1,400managers, is to add vitality
to life". The company meets every day needs for nutrition, hygiene, and personal care,
with brands that help people feel good, look good and get more out of life. It is a mission
HUL shares with its parent company, Unilever, which holds about 52 % of the equity.
HULs brands-- like Lifebuoy, Dove, Surf Excel, Rin, Wheel, Fair & Lovely, Sunsilk,
Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, KwalityWalls - are household names across the country and span many categories - soaps,
detergents,

personal products,

culinary products.

They are

tea,

coffee,

manufactured in

branded
over 35

staples,

ice

cream

factories, several

and

of them

in backward areas of the country. The operations involve over 2,000 suppliers and
associates. HUL'sdistribution network cov4ers 6.3 million retail outlets including direct
reach to over 1million
HULs Project Shakti is a rural initiative that targets small villages populated by less than
5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities
for rural women, thereby improving their livelihood and the standard of living in rural
communities. Shakti also provides health and hygiene education through the Shakti
Vani programme.The program now covers 15 states in India and has over 45,000 womene
ntrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to
over three million rural consumers.

Dove is a personal care product produced by Unilever. Dove came into existence
in 1957 as a beauty soap bar. It was clinically proven to be milder for dry sensitive skin.
Half of the women across the world have dry skin. Dove provides a wide range of
cleansing and personal care that would really make a difference to the condition and feel
of hair and skin. It has a host of products across the face, hair and skin categories

Products
The main Dove products are moisturizing body-wash, deodorants, facial cleansers, body
lotions, tools, shampoos and conditioners that would enable them to bring out their true
inner beauty.
Dove products are mainly concentrated in the US, Europe, UK, Canada and Middle-East.
Doves Hair Care Range is now available in India from May 2007.
Yahoo! India joined hands with HULs Dove to launch the hair care range in May 2007.
The Dove campaign is a good example of what internet can deliver to the brand. The hair
care range involves products like shampoos, conditioners, leave-on lotions and
revitalizing masks. But it does not seem to have any immediate competition in terms of
damage therapy and damage repair.

REIVIEW OF LITERATURE

Customer satisfaction:
Organizations need to retain existing customers while targeting non- customers;
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Hindustan unilever limited offers dove. Dove soap, which was launched by unilever, has
been available in India since 1995. It provides a refreshingly real alternative for women
who recognize that beauty is not simply about how you look, it is about how you
feel. Dove is formulated to be ph. neutral [ph. between 6.5 and 7.5] and to be mild on
skin. This makes it suitable for all skin types for all seasons. While dove soap bar is
widely available across the country, dove body wash is available in select outlets.sita.vangala
Dove is ideal for all those who want to get rid of their dry and dead skin and get the
required amount of moisturizer in the soap itself. You can use this soap and over a period
of two weeks see the difference in your dry skin.
It really works and i can assure you that its the best for Dry Skin and for oily skin i
would recommend Pears Green.
When i was staying in Chennai i used to use green pears and could not use another soap
as it perfectly suited the climate in Chennai.
But now i am in Bangalore and the climate is so cold that it leaves my skin dry and dead
hence i switched to Dove to find it the best for Bangalore climate. I agree that its a little
coslty.Atleast better than the face washed available. If not for bathing at least for your
neck and face u can use DOVE.
It gives the required moisture and after using DOVE soap if u can afford please use
7

DOVE moisturizer for night use. Before going to sleep u can apply this.
But DOVE as soap serves the entire purpose of dry skin so moisturizer is not really
required.
Go grab a soap for yourself and see the difference. It does not leave a fragrance that the
entire world would know that u are using dove. It gives a pleasant smell and a strong
one.so i personally recommend it. Best Viewer Dombilvi

The creamy effect of Dove has vanished. Some years back, when the soap was just
launched I remember how I would wonder at its creamy impression, which it gave after
having a bath with it.
But this seems to be a passe now and Dove appears to be a soap similar like Lux or Pears.
It does not leave you with the softy feeling as earlier. The company recently launched
another version of the soap for giving a freshness to the users. However with increasing
of its product line, it has failed to stick to its mother product, which managed to earn it a
good market share few years back. -- shilpi56,
Mumbai, India
When I saw the ad on TV asking you what you use for exfoliating, I was intrigued and
later bewildered what a time-tested ultra-moisturizing soap had to do with exfoliation of
all things!
I hunted around most of the small shops and no one had heard of it in Bangalore
(strange?). Finally I found it in a beauty shop in the mall.

Now, let me tell you my experience.This one has a slightly different smell but just as mild
as the other normal Dove. The cover is different too then I realized it had been imported
from Germany ;)The soap itself has tiny blue beads, as advertised. To get maximum
effect of this soap, rub it on your face gently and you actually feel the beads rubbing your
skin. And after you wash off the incredible lather, your skin does feel cleaner but not
tighter as the harsh scrubs available on the market (The Swiss Formula Medicated one
literally left my face wanting for medicine. It was incredibly painful)
-- El_Diablo
Bangalore, India
OBJECTIVE OF STUDY:
Primary Objective:
To study the customer satisfaction of Dove soap.
Secondary Objective:
To obtain the information regarding customer preferences towards the product.

The objectives of study are as follows:

To identify the customer satisfaction on Dove soap.

To study the overall performance of Dove in the market.
To analyse the demand for Dove soap.
To analyse the performance of advertisement in market.
To identify the sales force effectiveness.

HYPOTHESIS:

A hypothesis that the definition for beauty had narrowed and impossible to attain. Dove
found that:
Just 12 % of women are very satisfied with their physical attractiveness
Only 2 % of women describe themselves as beautiful
68 % strongly agree that the media sets an unrealistic standard of beauty
75 % wish the media did a better job in portraying the diversity of women's physical
attractiveness, including size and shape, across all ages
When the economy has a downturn women stop shopping, but for higher end items such
as shoes and purses, not beauty items. Marketing in the beauty industry is mainly geared
toward women for good reason. Women compose over 50 percent of the United States
population and they influence or buy 80 percent of products sold. These are influential
numbers for any company.
Dove is the number one cleansing brand and is growing at more than 25 percent yearly.
They are doing a sixth-month rollout of their hair care line. Unilever prides itself on
advertising, announcing in 2002 a multi-million dollar advertising alliance with AOL
Time Warner. Unilever expanded a co-marketing deal with Ballys Total Fitness that
makes Dove the exclusive sponsor and provider of personal hygiene products at almost
400 Ballys fitness centers across the U.S and Canada. It is a crowded market and Dove
wanted to separate themselves from the other companies and brands to generate higher
sales.
Unilevers competitors include Proctor and Gamble, Estee Lauder, LOreal, Avon and
others. All of these companies are experiencing growth and healthy sales. Proctor and
Gamble is strengthening their leadership in Health Care and Beauty, two of 2003s largest

10

growing sectors. Proctor and Gamble has 5 billion dollar health care and beauty brands
and they acquired a sixth in 2003. Meaning health care and beauty sales will account for
half of the companys sales and profits. In 2002, P&G reported net sales were $10.80
billion, up 11 percent versus 2001 sales.
Beauty companies are doing well leading up to Doves launch of its Campaign for Real
Beauty in 2004. The number of women in the United States and the influence they have
on purchasing products make them the primary audience for consumer companies like
Unilever to market towards. This combined with the results of womens issues with the
medias portrayal of women create and ideal stage to launch a campaign focused on real
women.
SCOPE:
The

study

is

conducted

to

know

the

customer

satisfaction

about

various brands, the choice and satisfaction towards Dove. The study covers
only a short range of operations on the study area.

LIMITATION:
As research is undertaken within specific area, the data collected will not be accurate.
Customer research on particular soap will differ from those of other region. Most of
metropolitan cities uses dove soap rather than other cities. Also the sample size is too
small for the research study.

11

CHAPTER II

RESEARCH METHODOLOGY
Meaning:
Data collection
a)Primary Data b)Secondary Data
Sample Design
a)sampling Technique b)Target sample c ) S a m p l e s i z e

Meaning:
Research in a common parlance refers to a search for knowledge. One can als
define research as a scientific and systematic search for pertinent information one specific
topic. Research is an art of scientific investigation. Research is an academic activity and
as such the term should be used in a technical sense. the term research refers
to systematic method consist of enunciating the problem ,formulating a
hypothesis, collecting the data, analysis the facts and reaching certain conclusion either
12

in a form o f s o l u t i o n t o w a r d s t h e c o n c e r n e d p r o b l e m o r i n c e r t a i n
g e n e r a l i z a t i o n f o r s o m e theoretical formulation.

DATA COLLECTION
The task of data collection begins after a research problem has been defined and research
design or plan chalked out. Data may be collected in two ways, there are as follows,

Primary data:
The primary data are those data which are collected afresh and for the first time a n d
t h u s h a p p e n t o b e o r i g i n a l i n c h a r a c t e r. T h e r e s e a r c h e r c o l l e c t s
p r i m a r y d a t a particularly in surveys and descriptive researches. Followings are the
various way of collecting primary data,
a) Observation method
b) Interview method
c) Through questionnaires
d) Through schedules, etc.
These are the various ways the primary datas can be collected.
Secondary data:
Secondary data means data that are already available i.e., they refer to the data which
have already been collected and analyses by someone else. Secondary data may either be
published data or unpublished data. Usually published data are available in,
a) Various publication of the central, state and local government

13

b) Various publication of foreign government or of international bodies and

their subsidiary organizations
c ) Tec h n i c a l a n d t r a d e j o u r n a l s
d) Books, magazines and newspapers etc.,
In this project, data is based on primary data and it is collected through
Questionnaire method.

SAMPLE DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items for
the sample. The sample design may as well lay down the numbers of items to be included
in the sample , i.e. the size of the sample. Sample design is determine before data are
collected
Sample Technique :
The researcher has to decide the sampling tools by determine the size of the sample. A
small random sample is better than a larger but badly selected sample .
Target Sample :
Target sample is refers to the number of respondents that we select as the target to do the
study of customer satisfaction.
Sample Size:

14

Sample size refers to the number of items to be selected from the universe t o
c o n s t i t u t e o f s a m p l e . t h i s i s a m a j o r p r o b l e m b e f o r e r e s e a r c h e r. T h e
s i z e o f sample should neither be excessively large, nor too small. It should
beoptimum.A n o p t i m u m s a m p l e i s o n e w h i c h f u l f i l l s t h e r e
q u i r e m e n t s o f e f f i c i e n y , reprentativeness, reliability and flexibility .A
research design is an arrangement of condition for collection and analysis of
data .In this study only a few units of population where considered
for analysis .30 sample were selected to study in the chosen area.

15

CHAPTER III

Dove in India
Dove entered the Indian market as a soap care brand 15 years ago and in the past two
years, it has been extended to the body wash and body cream categories. Currently, the
companys portfolio in India comprises beauty bars (soap) and cream. Dove has been
accepted as a mild moisturizing brand in India. The Indian market is now led by skin but
there is already a lot of Dove shampoo being imported into the country. So the Indian
16

consumers are aware of Dove being in hair care. The features and values associated with
Doves skin care such as mildness, moisturizing, trust etc. are extended to hair care as
well. Dove hair care has moisturizing milk just like its soaps and body washes. Dove
products are competitively priced with the LOreal shampoo brands.

Target Customers
To be successful, a company must provide greater customer value and satisfaction.
The present day world is a world of hype and stereotypes. The modern woman is
independent, in charge and does not have to live with her dark skin- this is the message
usually passed on by the global cosmetics and skin care companies. In such a scenario,
Dove provides alternatives for women who believe that beauty comes in all shapes and
sizes. Dove gives importance to how you feel rather than how you look. Dove aims at
beauty irrespective of age, shape, or size.
Marketing Strategy
Doves marketing is mainly through advertisements. They have been using real women in
their advertisements. Their Campaign for Real Beauty has been featured in major TV
channels, newspapers like The Sun, The Times etc. and popular womens magazines.
Doves revolutionary campaign was for the firming lotion which features women of all
shapes and sizes thus breaking down the stereotypic definition of beauty tall, thin and
being fair. Their ads have created a ripple in the market with their campaign successfully
catching the fancy of both the industry and consumers as being something different.

17

Earlier, the ads used celebrities to promote their beauty products. They are also not for
the super skinny models. The Dove ads challenge the traditional concept of beauty.
BRINGING OUT YOUR REAL INNER BEAUTY
This promise remains at the heart of the brand and has been extended to a number of
other products, supported by the industry's longest-running medical program. Since the
1980s, for example, we've launched a moisturizing body-wash, deodorants, body lotions,
facial cleansers and shampoos and conditioners, giving you a comprehensive range of
solutions to bring out your true inner beauty.
REAL RESULTS FOR REAL WOMEN
Our commitment to delivering real results is mirrored in our advertisements. For over 40
years, we've been using real women in our ads. In Arabia, real women testimonials were
introduced more than a decade ago. Our current global campaign for Real Beauty
continues the tradition by showing real women with unconventional beauty. The award
winning campaign has established Dove as an iconic beauty brand and underlines our
commitment to breaking down stereotypes and enabling women and girls in the Middle
East and worldwide to celebrate their unique beauty.
DID YOU KNOW
According to global studies carried out by Dove across ten countries, including Saudi
Arabia,

just 12% of women are very satisfied with their physical attractiveness

only 2% of women describe themselves as beautiful

68% strongly agree that the media sets an unrealistic standard of beauty

18

75% wish the media did a better job in portraying the diversity of women's
physical attractiveness, including size and shape, across all ages

89 % of women in Saudi Arabia want to change some aspect of their physical

appearance

28% of women and 24% of girls worldwide consider undergoing plastic surgery,
consideration of cosmetic surgery and procedures was highest in Brazil, Mexico and
Saudi Arabia among young girls (15-17).

KEY FACTS

The world's number 1 cleansing brand with double-digit growth

Sales of over 2.5 billion a year in over 80 countries

Outsells all other skin care bars combined

USING OUR PRODUCTS TO IMPROVE HYGIENE & WELL-BEING:
Unilever brands can play an important role here. We make effective, affordable products
that improve health, hygiene and well-being. As one of the worlds leading consumer
goods companies, we can use our expertise in marketing and delivering campaigns to
reach large, diverse populations and achieve a lasting impact on everyday behaviours.
One brand which demonstrates this is Lifebuoy soap. It is also one of Unilevers fastestgrowing brands it has achieved double digit-growth over 2010-12. It is a good example

19

of how brands that help to address social challenges can build brand equity and grow
their business.
We have made good progress towards our goal. Lifebuoy and Dove have extended
existing partnerships and developed new ones. Our oral care brands are set to meet their
target much earlier than planned. We have also gained a better understanding of the
impact of our hand washing programmers.
We have started to explore how we can develop a more systematic approach to water,
sanitation and hygiene issues by piloting a sanitation programmer between our Domestic
toilet cleaner brand and partners UNICEF and the World Toilet Organization. This will
enable us to take a more systematic approach to improving health through a concerted
effort around clean water, sanitation and hygiene in future.
The biggest challenge we face across all our targets is to scale-up programmes costeffectively. Forming the right partnerships with governments, NGOs and other experts is
helping us. But to reach our ambitious targets, we need to move faster to widespread
implementation.

20

CHAPTER IV

ANALYSIS OF DATA COLECTION

Analysis mean the computation of certain indices or measure along with s e a r c h i n g
for patterns of relationship that exist among the data groups.
A n a l ys i s , particularly in case of survey or experimental data, involves estimating the
valuesof
unknown parameters of the population and testing the hypoth
e s e s f o r d r a w i n g inferences.In this study, the datas are analyzed based on
percentage method.
PERCENTAGE METHOD:

21

Percentages are often used in data presentation for they simplify numbers ,reducing all of
them to a 0 to 100 range. Through the use of percentages, the data are r e d u c e d i n t h e
standard form with base equal to 100 which fact facilities relative
comparisons. While using percentages, the following rules should kept in
view by researchers; a ) Two o r m o r e p e r c e n t a g e s m u s t n o t b e a v e r a g e d
u n l e s s e a c h i s w e i g h t e d b y t h e group size from which it has been derived.
b)Use of too large percentage should be avoided, since a lar
g e p e r c e n t a g e i s difficult to understand and tends to confuse, defeating the very
purpose for which percentage are used)Percentage hide the base from which they
have been computed. If this is not kept in view, the real differences may not be
correctly read
.d)Percentage decreases can never exceed 100 per cent and as such for
calculating the percentage of decrease, the higher figure should invariably be
taken as the base.

Analysis and Interpretation:

In the previous chapter attempt have been made to define, discuss and identify the
consumer satisfaction .in this chapter various particulars, information and observation
and their critical analysis to arrive at judicious conclusion and to finally evolve consumer
preference are given. The study is spread over a sample size of 100 respondents in
velachery for the purpose of conducting study areas respectively.

1.1 Table showing the classification of age

22

Age

No of Respondent

Percentage (%)

0-20
21-30
30-40

3
13
8

6
46
28

Above 40
Total

6
30

20
100

Chart showing classification of respondent on basis of Age

No of Respondent
0-20
21-30
30-40
Above 40

Interpretation:
From the above chart 6% of respondent are between the age group of less than 20, 46%
of respondent are belongs to 21-30, 28 of respondent are between 31-40 and 20% of
respondent are between 41 and above.

1.2 Table showing the classification of age

23

Gender
Female
Male
Total

No of Respondent
25
5
30

Percentage
84
16
100

Chart showing classification of respondent on basis of Gender

Female

No of Respondent
Percentage

Interpretation:
From above chart 84% of respondent are female and 16% of respondent are male

1.3 Table showing the classification of occupation

Occupation

No

of Percentage(%

24

Student
Employee
Homemaker
other
Total

respondent
5
18
5
2
30

)
17
60
17
6
100

Chart showing classification of respondent on basis of Occupation

No of respondent
Student
Employee
Homemaker
other

Interpretation:
From the above chart 17% of respondent are students, 60% of respondent are employee,
17% of respondent from homemaker and 6% were other.

1.4 Table showing the classification on the basis of different types of Dove
Type
Purely Pampering Shea
White Beauty Bar
Pink Beauty Bar
Gentle Exfoliating Beauty Bar

No.of respondent
5
15
8
2
25

Percentage(%)
16
50
27
7

Total

30

100

Chart showing classification of respondent on basis of different types of Dove

No.of respondent
Purely Pampering
Shea
White Beauty Bar
Pink Beauty Bar
Gentle Exfoliating
Beauty Bar

Interpretation:
From the above chart 16% of respondent like Purely Pampering Shea ,50% of respondent
like White Beauty Bar, 27% of respondent like Pink Beauty Bar, and 7% of respondent
like Gentle Exfoliating Beauty Bar and other types.
1.4 Table showing various ways that the respondent came to know about Dove soap
Various ways
Advertisements
Radio
Word of mouth
Point of sale
Hoarding
Total

No of Respondent
13
2
4
3
8
30
26

Percentage(%)
43
7
13
10
27
100

Chart showing classification of respondent on basis of came to know about Dove soap

No of Respondent
Advertisements
Radio
Word of mouth
Point of sale
Hoarding

Interpretation:
From the above chart 43% of respondent come to know about Dove soap through
advertisement,7% of respondent know through Radio,13% of respondent know through
Word of mouth, 10% and 27% from hoarding and promotional.
1.6 Table showing the reason for buying Dove Soap
Reason
Perfume
Colour
Longlasting
Protect Skin
Total

No of Respondent
7
5
2
16
30

Chart showing reason for buying Dove Soap

27

Percentage(%)
23
17
7
53
100

No of Respondent
Perfume
Colour
Longlasting
Protect Skin

Interpretation:
From the above chart 23% of respondent prefer perfume , 17% of respondent prefer
colour,7% of respondent prefer long lasting and 53% of respondent prefer protect skin by
Dove Soap.

1.7 Table showing the offer that influence the respondent in selecting Dove soap

Offer
Discounts offer
Buy one get one
Combo pack
Other
Total

Respondent
18
4
6
2
30

Percentage(%)
60
13
20
7
100

Chart showing the offer that influence the respondent in selecting Dove soap

28

No of Respondent
Discounts offer
Buy one get one
Combo pack
Other

Interpretation;
From the above chart 60% of respondent select for discounts offer , 13% of them select
for Buy one get one free,20%of them select for combo pack, 7% of them select for other
offers.

1.8 Table showing different opinion about the price of Dove soap

Prices
Reasonable
Costly
Cheaper
Total

No of Respondent
19
9
2
30

Chart showing different opinion about the price of Dove soap

29

Percentage(%)
63
30
7
100

No of Respondent
Reasonable
Costly
Cheaper

Interpretation:
From the above chart 63% of respondent feels prices are reasonable, 30% of respondent
feels prices are costly, and 7% of them feel its cheaper.
1.9 Table showing usual purchase of size of Dove soap

Size
100g
200g
300g
Total

No of Respondent
17
8
5
30

Percentage(%)
57
27
16
100

Chart showing usual purchase of size of Dove soap

30

No of Respondent

100g
200g
300g

1.10 Table showing detail how often respondent purchase Dove Soap

Often Purchase
Weekly
Monthly
Occasionally
Daily
Total

No of Respondent
8
10
9
3
30

Percentage(%)
27
33
30
10
100

Chart showing detail how often respondent purchase Dove Soap

31

No of Respondent
Weekly
Monthly
Occasionally
Daily

Interpretation:
From the above chart 27% of respondent buy Dove soap weekly,33% of them but
monthly,30%of them buy occasionally and 10% of them daily.

CHAPTER V
32

FINDINGS:

58% of respondent are between the age group of 0-20.

66% of respondent are female.
0% of respondent are professional.
68% of respondent purchase Dove soap regularly.
30% of respondent like White beauty Bar
48%of respondent come to know about Dove soap through advertisement.
62% of respondent prefer quality for buying Dove soap.
74% of respondent feel that the price of is reasonable.
42% of respondent spend below Rs.100 for purchasing Dove soap.
38% of respondent buy Dove soap occasionally.
30% of respondent select Dove soap for taste.
70% of respondent says that the sales of Dove soap does not fall.
94% of respondent says that the Dove soap is easily available in the market.
38% of respondent suggest to create brand awareness.

SUGGESTIONS:

Improving the

customer the company can improve their brand image.

The company may give more offer and discount to increase sales.
The can provide Dove soap in low cost.

taste

and also

giving

CONCLUSION:

33

more brand

can

attract more

Dove has helped women to feel good. This good feeling from within helps one to
attain more out of life by making them more confident and raising their self-esteem.
They can embrace life with sincerity. It helps women feel beautiful from the inside
out rather than from the outside in. Dove aims at beauty at every age. Dove helps a
woman to celebrate her own inner beauty.

BIBLIOGRAPHY:

Research methodology book - C R Kothari

www.google.com
www.dove.com
www.hindubusinessline.com
www.dove.ca
www.unilever.com
www.behindthebuzz.com
www.doveselfesteemfund.com

34

ANNEXURE
CUSTOMER SATISFACTION SURVEY
Sample copy of questionnaire:
Objective: To study the Customer satisfaction of Dove soap
1. Name:
2.Gender:
3.Occupation:
4.Location (Address and Contact info):
5.Age:

35

1) Have you ever used Dove soap?

Yes
No
2) If yes, it is because:
Perfume
Colour
Long lasting
Hygienic
Protect skin
3) What is the most attractive thing that would make you prefer Dove over
competitive products?
4) You came to know about Dove soap from:
Newspaper advertisements
Radio
TV advertisements
Word of mouth
Point of sale
Other source
5) Does celebrity endorsement prompt you to purchase Dove Soap?

Yes
No

6) Which of the offers available influence you the most to purchase Dove Soap?

Discounts offer
Buy one get one
Combo pack
Other

7) Have you tried new variants of Dove soap after viewing the advertisements?

Yes
No

36

8) Is Dove Soap easily available to you?

Yes
No

9) Which type of Dove Soap you like the most?

Purely Pampering Shea

White Beauty Bar
Pink Beauty Bar
Gentle Exfoliating Beauty Bar

10) From where do you usually purchase Dove Soap?

Nearby Store
Retail Store
Whole Seller

11) What is the size of the Dove Soap you usually purchase?

100g
200g
300g

12) How frequently you purchase Dove Soap?

Every Week
Every fortnight
Every month
Occasionally

Note: The information collected will be kept confidential and used only for research
purpose

37

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