“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO

HENKEL MARKETING INDIA LTD”

Submitted by

M.PABITHA
REG.NO: 12196031014
A summer project report

Submitted to the Faculty of Business Administration

in partial fulfillment of the requirement

for the Award of degree of

MASTER OF BUSINESS ADMINISTRATION

In

MARKETING

Under the Guidance of

Mrs.S.KALAIVANI ,BBA.,MBA.,M.PHIL.,PGDIT.,P.HD
Department of Management Studies,

SRI VENKATESWARA INSTITUTE OF SCIENCE & TECHNOLOGY

KOLUNDHALUR

ANNA UNIVERSITY
CHENNAI-600025
JULY 2010

1
 BONAFIDE CERTIFICATE

This is to certify that, this project titled “A STUDY ON CUSTOMER SATISFACTION

WITH SPECIAL REFERANCE TO HENKEL INDIA LTD ” is the bonafide work of
Ms.M.PABITHA, REG.NO: 12196031009 who carried out the research under the
supervision. Certified further, that to the best of my knowledge the work reported herein does
not form part of any other project report dissertation on the basis of which a degree or award
was conferred on an earlier occasion on this or any other candidate.

SIGANTURE OF THE HOD SIGNATURE OF THE GUIDE

Submitted for the project viva-voce examination held on_______________

INTERNAL EXAMINER EXTERNAL EXAMINER

2
 DECLARATION

I Ms.M.PABITHA, M.B.A., Student of Sri Venkateswara Institute of Science and

Technology, Kolundhalur, Thiruvallur. Would like to declare that the project titled “A

STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERANCE TO

HENKEL INDIA LTD”, in partial fulfillment of the award of the Degree of Master of

Business Administration course under Anna University is original project done independently

by me under the guidance of Mrs.S.KALAIVANI, Lecturer in Department of Business

Administration, Sri Venkateswara Institute of Science and Technology, Kolundhalur,

Thiruvallur.

Place: Kolundhalur Signature of the Candidate

Date:

3
 ACKNOWLEDGEMENT

I am thankful to the Educational Institution which has imparted me sufficient knowledge and
confidence to complete this project in the field of Institutional Training.

My sincere thanks to our Honorable Chairman Thiru.N.VENKATESAN, M.A., B.SC.,

B.Ed., for his sincere endeavor in educating me in his premier institution.

I would express my deep gratitude to our Director Thiru.V.ANANDKUMAR M.E.,

for providing me necessary facilities for the completion of the project.

I am very much thankful to our Principal Prof. K.THANGAVELU.B.E., M.E., who helped
me in completing the project.

I also thank Head Of The Department Of Business Administration for his “Makes Easy
Guidance” and support in completing this project successfully.
My sincere thanks to Internal Guide Mrs.S.KALAIVANI for her valuable guidance ideas
and encouragement for the successful completion of the project work.

My sincere thanks to External Guide Mr. C.RAKESH.MBA., for his valuable guidance
ideas and encouragement for the successful completion of the project work.

Finally, I wish to express my sincere thanks to my Family Members and all my well
wishers for their constant encouragement and co-operation during the course of the study.

Place: Kolundhalur
Date: M.PABITHA

4
 TABLE OF CONTENTS

S.NO INDEX PAGE NO

Chapter -1 1

1.1 Introduction 2
1.2 Need for the study 4
1.3 Scope of the study 5
1.4 Objectives of the study 6
1.5 Research methodology 7
1.6 Limitation of the study 12

Chapter - 2 Theoretical analysis 13

2.1 Company profile 14
2.2 Product profile 26
2.3 Review of literature 33

Chapter – 3 Data analysis & 35

interpretation
3.1 Percentage analysis 36
3.2 Statistical tools 72

Chapter - 4 79
4.1 Findings 80
4.2 Suggestions 81
4.3 Conclusion 82
Bibliography 83
Annexure 84

5
 List of tables

S.NO RESPONDENTS OPNIONS TABLES PAGE NO

3.1.1 Table shows the distribution of the 36

respondents based on aware of margo
soap
3.1.2 Table shows the distribution of the 38
respondents based on ever used margo
soap
3.1.3 Table shows the distribution of the 40
respondents based on all the family
members use the same brand of soap
3.1.4 Table shows the distribution of the 42
respondents based on often use margo
soap
3.1.5 Table shows the distribution of the 44
respondents based on margo soap gives
good value for money
3.1.6 Table shows the distribution of the 46
respondents based on feel more active
after bath
3.1.7 Table shows the distribution of the 48
respondents based on effectiveness
remains throughout the day
3.1.8 Table shows the distribution of the 50
respondents based on margo soap affect

3.1.9 Table shows the distribution of the 52

respondents based on factors take into
before buying a soap
3.1.10 Table shows the distribution of the 54
respondents based on satisfied with
margo soap
3.1.11 Table shows the distribution of the
respondents based on except more from
margo
3.1.12 Table shows the distribution of the
respondents based on which brand having
herbal ingrediants
3.1.13 Table shows the distribution of the
respondents based on compared to other
product soap that are available in margo
3.1.14 Table shows the distribution of the
respondents based on purchase again the
margo soap

6
3.1.15 Table shows the distribution of the
respondents based on feel to use margo
Soap

3.1.16 Table shows the distribution of the

respondents based on company gives the
quality customer service
3.1.17 Table shows the distribution of the
respondents based on recommend to
others
3.1.18 Table shows the distribution of the
respondents based ranking the soap

7
 List of charts
S.NO RESPONDENTS OPNIONS TABLES PAGE NO

3.1.1 chart shows the distribution of the 36

respondents based on aware of margo
soap
3.1.2 chart shows the distribution of the 38
respondents based on ever used margo
soap
3.1.3 chart shows the distribution of the 40
respondents based on all the family
members use the same brand of soap
3.1.4 chart shows the distribution of the 42
respondents based on often use margo
soap
3.1.5 Chart shows the distribution of the 44
respondents based on margo soap gives
good value for money
3.1.6 Chart shows the distribution of the 46
respondents based on feel more active
after bath
3.1.7 Chart shows the distribution of the 48
respondents based on effectiveness
remains throughout the day
3.1.8 Chart shows the distribution of the 50
respondents based on margo soap affect

3.1.9 Chart shows the distribution of the 52

respondents based on factors take into
before buying a soap
3.1.10 Chart shows the distribution of the 54
respondents based on satisfied with
margo soap
3.1.11 Chart shows the distribution of the
respondents based on except more from
margo
3.1.12 Chart shows the distribution of the
respondents based on which brand having
herbal ingrediants
3.1.13 Chart shows the distribution of the
respondents based on compared to other
product soap that are available in margo
3.1.14 Chart shows the distribution of the
respondents based on purchase again the
margo soap

8
3.1.15 Chart shows the distribution of the
respondents based on feel to use margo
Soap

3.1.16 Chart shows the distribution of the

respondents based on company gives the
quality customer service
3.1.17 Chart shows the distribution of the
respondents based on recommend to
others
3.1.18 Chart shows the distribution of the
respondents based ranking the soap

9
CHAPTER - 1

10
 1.1 INTRODUCTION

Customer satisfaction is the person feelings of pleasure (or) disappointment resulting from
comparing a product perceived performance (outcome) in relation to his/her expectation.

If the performance falls short of expectation the customer dissatisfied. If the performance
matches the expectation the customer is satisfied. if the performance exceeds the expectation
the customer is highly satisfied (or) delighted.

Many companies are aiming for high satisfaction because they are much ready to switch
whena better offer comes along. High satisfaction or delight creates emotional bond with the
brand.Many companies are offering products and services to delight the customer to Try to
retain the existing customer and also attract new customer.

Buyer’s expectation formed on the basis of past buying experience, friend and the associate
advice and the marketers and the competitor’s information and promises. If marketers
raiseadvice and the marketers and the competitor’s information and promises. If marketers
raise.

Even if the company sets expectation should match the performance.

 A customer is the most important person ever in any company.

 A customer never depends on company, but the company depends on him.
 A customer is the person who brings
company his Wants.
 A customer is not an interruption of
marketers.

11
A key premise in customer satisfaction is understanding the needs and meeting or exceeding the
expectations of customers. Further more, this is done while optimally using resources. While most
companies have developed strategies to improve quality and external customer service, internal customer
satisfaction is a much neglected component of quality improvement. To this end, it is important to
emphasize that total customer satisfaction can be attained end, it is important to emphasize that total
customer satisfaction can be attained together and assist each other to achieve the common objective, when
the internal customer isn't satisfied, Relationships with the external customer.

suffer. So, it is suggested to adopt customer oriented approach to keep the internal customer
satisfied and motivated, who in turn will focus their attention and energy upon meeting the
requirements of their customers, thereby maximizing the customer, thereby maximizing the
customer satisfaction.

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 1.2 NEED OF THE STUDY

Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring
customer satisfaction is to see where a company standards in this regard in the eyes of its
customers, thereby enabling service and product improvements which will lead to higher
satisfaction levels. The research is just one component in the quest to improve customer
satisfaction.

Customer satisfaction measures well you are delivering the product/service that you provide.
Not normally part of market metrics as it relates purely to your customers. Some companies
do try and measure satisfaction of non-customers relying purely on brand image, but
technically this is a different measure as it is perception, rather than reality based.
Nonetheless, customer satisfaction can be considered competitively, to see how your service
and performance compares to that of your rivals.

By comparing satisfaction to brand usage, to investigate customer loyalty and retention. In

practice there are a number of philosophical questions with regard to how customer
satisfaction is carried out and where the results are most useful See our section on customer
satisfaction.

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 1.3 SCOPE OF THE STUDY

The scope of the research has been limited to the CHENNAI and nearby areas. Keeping in
mind the objective stated, questionnaire was designed for the people. Subsequently a research
was conducted.

The study will provide some basic ideas regarding the brand promotional measures and the
market potential .

The scope of the project is limited to the study of Customer satisfaction regarding the
selected brands of FMCG such as soaps. The study has limited exposure to the market due to
time, mobility and budget constraints.

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 1.4 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE:

 To know the customer satisfaction of Margo soap.

SECONDARY OBJECTIVE:

 To know the market position of Margo soap in the market.

 To analyze the customer satisfaction
 To know the customer expectation
 To find out the customer opinions.
 To know the improvements.

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 1.5 RESEARCH METHODOLOGY

Research methodology is a way to systematic approach to any research problem. It may be

understand as a science of studying a problem. It consists of different steps and different
researches for the study.

MEANING:-

Research methodology is a way to systematically solve the research problems. It may

be termed as a science of studying how research is done scientifically in research
methodology we study not only methods or techniques in studying research problems but also
the logic behind them.

The American Marketing Association defines research as a systematic to marketing of

goods and services.

RESEARCH DESIGN:

Research design for the advance planning of the methods to be adopted for collecting the
relevant data and the techniques to be used in their analysis , keeping in the objectives of the
research and the availability of staff, time, and money preparation of the research design
should be done with great care as any error in it may upset the entire project. Research
design, in fact, has a great bearing on the reliability of the results arrived at and as such
constitutes the form foundation of the entire edifice of the entire project. In simple words
research design is a map or blue print according to which research is conducted.

Descriptive Research:

The research has to use facts or information already available and analyze that fact to make a
critical evaluation of the material.

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DATA COLLECTION METHOD :

Primary data :

The data was collected through the interview schedule from the stores department in charge
and other serving in stores department of Chennai port trust.

Research methodology is a way to systematic approach to any research problem. It may be

understand as a science of studying a problem. It consists of different steps and different
researches for the study.

Secondary Data :

Secondary data are gathered from journals, newspaper, annual reports and
website of Chennai port trust

Sample size :

From the finite population sample size 250 has been chosen for the Questionnaire
Interview on the basis of simple random sampling method

SAMPLING TECHNIQUE :

Simple Random Sampling

This method is very flexible. It is restricted to the type of respondents that should
not exceed the population size. The technique allows the researcher to pick up sample
respondents from the industries with respective to the tooling aspects.

Data Collection Sample

The researcher used a questionnaire method as a data collection tool to collect various
data’s from the customer for this research work

Questionnaire

A questionnaire is a simple a formalized set of questions for eliciting Information.

Types of Questionnaire

1) Closed- ended questions

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 2) Multiple choice Questions

TOOLS FOR ANALYSIS

STATISTICAL TOOLS:

The data were classified, tabulated and analyzed by using Statistical tools like

1. Percentage method.

2. Pie chart

3. Bar chart

4. Chi-square test

5. Weighted average

Percentage Analysis:

Percentage = (No. Of Responsedents / Total No. of Responsedents )* 100

CHI-SQUARE TEST:

Chi-Square test is used to determine if there is any association between two Opinions.
It is also used to find the effectiveness of any opinion or preferences.

Chi-square is a non-parametric test used by Marketing Researcher to test Hypothesis.

This test is employed for testing hypothesis when distribution of Population is not known and
when nominated data is to be analyzed. If the calculated value is greater than the table value
then alternative hypotheses (HA) is accepted. If calculated values less than table value then
Null hypothesis (H0) is accepted.

Formula used for calculating the value of chi-square is

Chi-Square = ∑ (O-E) 2/ E
18
 The table value is found out using the chi-square table by comparing the degree of
freedom with the level of significance which is normally 5%.

The degree of freedom = (C-1) (R-1)

Ho = Null Hypothesis

Ha = Alternative Hypothesis

∑= Observed Value

TABULATION :

Tabulation is a statistical tool used for condensation of the data in a statistical process.
Thus all the data collected are tabulated for easy analysis.

PERCENTAGE ANALYSIS :

Percentages are used to obtain a kind of ration, which are used in making comparison
between two or more series of data. Percentages are used to describe relationships.

Percentage analysis = UNIT / TOTAL *100

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 WEIGHTED AVERAGE METHOD

The weighted mean is similar to an arithmetic mean (the most common type of average),
where instead of each of the data points contributing equally to the final average, some data
points contribute more than others. The notion of weighted mean plays a role in descriptive
statistics and also occurs in a more general form in several other areas of mathematics.

If all the weights are equal, then the weighted mean is the same as the arithmetic mean. While
weighted means generally behave in a similar fashion to arithmetic means, they do have a
few counter-intuitive properties, as captured for instance in Simpson's paradox.

The term weighted average usually refers to a weighted arithmetic mean, but weighted
versions of other means can also be calculated, such as the weighted geometric mean and the
weighted harmonic mean.

CW* = (∑wxn / ∑xn)

20
 1.6 LIMITATION OF THE STUDY

 According to time limit of our project.I can cover only the some area.
 During survey some respondents may not give answer in proper manner.
 When thesis customers are busy we can’t get accurate data from them.

 Some of the respondents were using the service first time of their company and they
we’re not able to properly differentiate among their product

21
CHAPTER - 2

22
 2.1COMPANY PROFILE

COMPANY HISTORY AND OVERVIEW :

At the beginning of the Company's history, we meet a 28 year-old merchant who was
interested in science - Fritz Henkel. On September 26, 1876 he together with his two sons,
Fritz Henkel Jr. and Dr. Hugo Henkel founded the company Henkel & Cite in Aachen and
marketed its first product, a universal detergent based on silicate.

Henkel – A Brand like a Friend – This claim underlines our promise to make people’s
lives easier, better and more beautiful with our brands and technologies. Henkel which
is headquartered in Düsseldorf / Germany counts among the most internationally aligned
German-based companies in the global marketplace. People in approximately
125 countries around the world trust in brands and technologies from Henkel.

Henkel is organized into three globally operating business sectors:

1) Laundry & Home Care :
Laundry & Home Care has always played an important role for Henkel. The
Company’s success story started with a product from this business sector. In the markets
of relevance, Laundry & Home Care business sector enjoys leading positions on a
worldwide scale.
2) Cosmetics / Toiletries :
Henkel's cosmetic division is one of the largest of its kind in the world and its brand-
name products business is continuously expanding. The cosmetic products are
available in 150 countries worldwide.

3) Adhesive technologies :

Henkel is the market leader in adhesive sealants. A surface treatments for consumer ,
craftsman &industries application it offers a multitude of application to satisfy needs of differ
target groups consumer as well as man craft man and industrial business.

23
MISSION STATEMENT :

"To position the company as a brand customers and consumers can trust and to make

People’s lives easier, better and more beautiful with our products and
technologies".MISSION STATEMENT

"To position the company as a brand customers and consumers can trust and to make
People’s lives easier, better and more beautiful with our products and technologies".

SLOGAN:

Henkel – A brand like a Friend

ANALYSIS:

The mission statement of Henkel has the basic characteristics such as

Brevity – it is very easy for anyone to understand and also remember.

The statement is also flexible. It can accommodate changes at any point

Of time if needed.

But on the other hand Henkel's mission statement is not distinct. Similar statements have
been previously formulated by other companies as well. For example: - Unilever's mission
statement "To add Vitality to life. To meet everyday needs for nutrition, hygiene and personal
care with brands that help people feel good, look good and get more out of life."

It also does not clearly define the products and technologies it offers.

Its strategy is very general and unclear from the statement.

OBJECTIVES :
Through its business activities and products the main focus of Henkel is on:

The efficient utilization of energy resources, and hence climate protection.

24
 Resource conservation and environmental protection through transfer and
Implementation of latest production technologies.
Continuous improvement of the performance and value-based corporate
Culture.
Clear focus on improving leadership skills of employees and increased
Emphasis on discussion of codes
A safe and healthy environment for the employees, neighbours, customers
And consumers
Social progress for the employees, customers, and all countries in which
Henkel operates.

VALUES AND CULTURE :

Henkel is a leader with brands and technologies that make people's lives easier, better
And more beautiful.

VALUES :

Values are the basic unstated beliefs of the people working in an organization.
The values of the people of Henkel are stated below. They are: -

Customer driven
Develop superior brands and technologies
aspire to excellence in quality
strive for innovation
embrace change
are successful because of the employees
are committed to shareholder value- are dedicated to sustainability and corporate
social
responsibility
communicate openly and actively
preserve the tradition of an open family company

STRATEGY:
25
Strategy is a course of action to achieve an objective.
The Company's human resources strategy focuses on attracting the best junior managers,
offering them attractive career perspectives and actively developing their skills.

Henkel's growth strategy is to drive growth through innovation and strong brand,
expand the world market position from a strong European and North American base and
develop new acquisitions and growth potentials in all regions of the world.
To achieve the objective of profitability, the company follows the strategy of expansion
And further strengthening of core businesses.

STRATEGIC SCOPE:

Henkel serves the laundry, home care and beauty needs of the people of all age groups
the main target groups of the company are laundries, hospitals, parlors and
householders.

STAKEHOLDERS :
Key stakeholders of Henkel include employees, shareholders, customers, consumers,
suppliers, neighbors, government authorities, politicians, associations, non-
governmental organizations (NGOs), scientists, and the general public.

BUSINESS ACTIVITY :
It is a secondary sector organization. Henkel comes under chemical industry. It consumes
large quantities of energies and requires factories and machinery to produce its products.
HENKEL has a product range comprising of detergents, household cleaners, cosmetics,
toiletries, adhesives and industrial chemicals.

 Laundry and home care- laundry detergents (Persil, vernel and dac), dish washing
products (pril, purex and mas), fabric softeners (lance, abaya), floor and carpet care
products, glass cleaners, insecticides for household applications, kitchen cleaners and
scouring agents.

 Cosmetics/toiletries- soaps (fa and pure & natural), dental care and oral hygiene
products, shampoos and conditioners (schauma, pure & natural and glisskur), skin
26
 care
products (dial, abeer and right guard), hair colorants and shower gels.
 Adhesives technologies- sealants (LF600, OSI and SISTA), glue sticks, glue rollers
( pritt, pattex and loifol), adhesive tapes, waterproofing products, flooring adhesives,
wallpaper pastes coatings, surface treatment products, industrial cleaning agents,
soldering pastes, lubricants and wood glues.

TYPE OF COMPANY:

It is a private sector firm owned by the Henkel family. Their shareholders are their own
Family members. Thus, it is a private limited company

. Henkel is a multi national corporation (MNC). It has production sites in 52 countries

including Mexico, Guatemala, Italy, India, USA, Spain and France. Its headquarters' are in
Germany (Düsseldorf).

More than 125 countries all over the world have access to Henkel products and
Technologis.and machinery to produce its products

BUSINESS FUNCTIONS:

The business functions at Henkel are divided into three arenas each having distinct
DEPARTMENTS AND FUNCTIONS:

BUSINESS ARENA:
Marketing Department- This department is responsible for marketing research, setting
targets of market share for new products, promotion and discounts.
Accounting Department- The main functions of this department are it maintains records
Of sales, balance sheets, sales returns and record of damaged products.
Human Resources Department-Looks after the giving of incentives, vacations,
Recruitment, booking hotels and rooms for meetings, insurance and cost reimbursement.

CHEMICAL ARENA:
Product/technologies development Department- Develops new products and works on

27
Improving formulae.
Research and Analysis Department- Does research for sustainable products, evaluation
Of new products and analyzing product lifecycle and safety.

TECHNICAL ARENA:
Production Department-Looks into the number of products produced, quality control,
Costing of products and production and packaging of products.
Energy Management Department-maintain efficient use of energy resources and Minimize
the use of resources and maximize productivity.
Environmental Protection and Safety Department-ensures occupational health and safety of
employees, train them in safety, environment and health matters and arrange projects to help
the destitute

SIZE MEASURING
NUMBER OF EMPLOYEES
 Henkel has 53,107 employees in total (not including trainees, working students and
Interns)
 768 employees are top managers and 9,200 employees hold other managing post.
 Wallpaper pastes coatings, surface treatment products, industrial cleaning agents,
soldering pastes, lubricants and wood glues
 The average number of employees engaged in research, product development and
 Application engineering at Henkel worldwide is around 2,700.

SALES TURNOVER:
In 2008, the total sales turnover was 13.075 billion euros.

MARKET SHARE
Henkel has been active in the field of detergents and household cleaning products forover 100
years. It has been one of the pioneers in the world. People in 125 countriesaround the world
trust in brands and technologies from Henkel. And that makes Henkelone of the most
internationally aligned companies in Germany. The Henkel group holdsthe largest share of
the German detergent market.Considering the above data we can say that Henkel is a large
firm.

28
TYPE OF PRODUCTS:

Henkel produces consumer goods. These are final products such as detergents,
Shampoos, soaps, etc. which can directly be used by the consumers.

FACTORS OF PRODUCTION:

Henkel which is involved in the production of FMCG's (fast moving consumer goods):
Has factories and office building on physical land .It also uses natural resources Like shea oil,
argan oil, etc. in some of its products.
Employs skilled labour for production, sales, marketing and maintaining accounts. Raises
finance and uses it to purchase modern machinery, tools, equipment’s and Technology capital
The shareholders which mainly are the Henkel family take the risk of bringing the operation
together, employing directors, managers and other staff to ensure the success of theenterp
rise.

CULTURE :
The culture followed in Henkel is Corporate Culture (Role Culture).We can say so as there
are well established rules and regulations to be followed by all the employees. Individuals are
expected to do their work to the full and not over step the boundaries.
Basic under lying beliefs are customer orientation, environmental protection,
Sustainable development and societal welfare.Overt beliefs include the slogan 'from
beginning to end Henkel A brand like a Friend'.
Visible Artifacts- the superiors and subordinates interact informally with each other,
there is no particular dress code except for some meetings and the trophies and
certificates given to employees are displayed in their respective officers.

SWOT ANALYSIS :
STRENGHTS:
Large capital
Good labor
Wide range of products
29
 Good repute in customers
Expertise
Quality products

WEAKNESS:
No access to cheap resource Chemical industry
High cost
Large firm- weak in some areas due to huge span of control

OPPORTUNITIES:
Developing marketing
Removal of barriers
Expand product range
Competitors slow to adapt changes
Web marketing

THREATS:

Competitors' new product

Price wars
Changing customer tastes
Political instability
Religious factor

AWARDS END ACHIEVEMENT :

THREE SPECIAL AWARDS :

Sustainability is fundamental to Henkel’s business DNA. However, affirmation of this

through specific forms of recognition from industrial and retail customers is as important as it
is gratifying. Three times in 2009, Henkel’s ‘Year of the Customer’, major international
business partners awarded the company for special contributions made to their own efforts in
the sustainability domain.

30
‘We are customer driven’: Henkel added further weight to this declaration, long-established
as one of its ten basic ‘corporate values’, by making 2009 its ‘Year of the Customer’. In
pursuing this commitment, Henkel not only provides its industrial and retail partners with
successful products but also makes readily available to them its knowledge and expertise in
relation to sustainability and corporate social responsibility, as well as its international
experience with different cultures, mores and customs. Long before sustainability became a
mainstream issue, Henkel consciously took it on board, giving it the high priority due and
integrating the associated requirements within its general business processes. And this
approach has also been widely recognized as beneficial to the company’s industrial and retail
customers, for in 2009 Henkel received sustainability awards from Walmart, Kellogg’s and
Switzerland’s Coop Group.

“We are delighted at these awards and proud to be able to support our customers in their own
efforts in the sustainability domain,” commented Kasper Rorsted, Chairman of the Henkel
Management Board. “It is apparent that Henkel’s approach and our long-standing
commitment to the sustainability issue have made us an attractive partner for our customers.”
 
‘Walmart Sustainability Award’
Walmart honored Henkel as the supplier responsible for making the biggest global
contribution to its own sustainability effort. The decisive factor in this award was Henkel’s
willingness to collaborate closely with its customer Walmart in the latter’s Sustainable Value
Networks, supporting it specifically on the ‘Ingredients’ and ‘Packaging’ fronts. Henkel is
also a member of Walmart’s Central American Sustainability Council. This US trading giant
is Henkel’s biggest customer in the retail sector.

‘Kellogg’s Environmental Stewardship Challenge’

Henkel has been contributing to Kellogg's attainment of its own ecological targets. Similar
benefits have been garnered from other sustainability projects instigated by Henkel in the
adhesives segment.

‘Coop NaturaPreis’
The ‘Coop NaturaPreis’ (Coop Supplier Award), which comes with a check for 30,000 Swiss
francs, was conferred on Henkel in the ‘Best Sustainability Promoter’ category. This prize is
awarded every two years to a person or organization whose activities have made a significant
contribution to enhancing the sustainability of the standard product range of this Swiss retail
31
company. Its laundry and home care products represent a persuasive combination of
ecological compatibility, quality and performance.  Henkel intends to use the prize money in
2010 in order to implement specific sustainability projects with its employees in Switzerland.

Henkel provides extensive information on sustainability and corporate social responsibility.

Henkel Shows Positive Trend In Q2

 Sales fall 5.0 percent to 3,485 million euros

 Organic sales decline 5.3 percent
 Operating profit increases from 113 million euros to 279 million euros
 Adjusted operating profit decreases 17.2 percent to 308 million euros

TWO MAJOR AWARDS FOR HENKEL :

International consumer goods manufacturer Henkel has garnered honors in two renowned US
communications competitions. For the fourth time in a row, the company received the highest
accolade in the roll of the world’s best with the League of American Communications
Professionals (LACP) conferring platinum on the 2008 Henkel annual report in the
“Consumer Consumables – Household/Personal” category. And in the globally established
Stevie International Business Awards, Henkel’s new training film explaining the company’s
corporate branding strategy garnered gold.

HENKEL CONSOLIDATES POSITION IN FORTUNE 500 RANKING :

Henkel has made a gain of 20 places in the annual survey of the world’s 500 highest-revenue
companies published by the US business magazine Fortune. In the overall ranking, Henkel
holds position number 448 compared to 468 last year. And for the first time, Henkel has also
gained entry this year in the list of companies making the biggest jump in profits, taking 36th
place in that ranking

32
HENKEL RECOGNIZED FOR ECOLOGICAL COMMITMENT :

For more than 133 years, Henkel has been combining leading brand performance with
responsibility toward people and the environment. In Cologne on May 19, Henkel
received the 2009 Plus X Award – conferred as part of a major European technology
competition – for its standing as an “Ecologically Committed Company”. Also
recognized were the company’s new liquid laundry detergents marketed under the
Terra Active brand.

CONCLUSION:

Henkel has been active in the field of detergents and household cleaning products for
over 100 years now. It has been recognized as a chemical industry leader with its
outstanding environmental policy communication process. Henkel's performance in
sustainability and corporate social responsibility impressed external experts. It
occupied the second place in sustainability ranking of the companies in Germany.

Henkel is looking forward to maximize the shareholder value along with sustainable
development and social responsibility in view.

33
 2.2 PRODUCT PROFILE

The Henkel products are as follows:

Henko:

Henko Stain Champion

Detergent Powder
Henko Stain Champion Matic
Henko Stain Champion Bar

Pril:

Pril is an “Expert in Degreasing”. It is the best solution for all your grease related problems
whether it is on the vessels or on the kitchen tile. Pril guarantees grease removal from any
surface.

 Product Categories

34
 Pril Utensil Cleaner Liquid
Pril Utensil Cleaner Bar
Pril Multi Degreaser
Pril Glass and Surface Cleaner

Fa :

Across the world, freshness is a two-letter word - FA. Delighting people in over 120
countries worldwide, Fa products offer you a unique mix of pleasantly refreshing essences
and inspiring fragrances that make you feel good all day long. Inspired by nature and
carefully selected to provide a holistic well-being sensation to the body and mind, the Fa
range of products are both skin-friendly and dermatologically confirmed.

 Product Categories

35
Fa Classic Deodrants
Fa Men Extreme Deodrants
Fa Men After Shave Lotion
Fa Men Shaving Cream
Fa Talc

Margo

Margo represents a heritage which has been passed on to generation after generation, since
1920. Margo has become a household name across India, through its unique anti-bacterial
property, which stems from pure neem oil. Neem has been a part of the Indian tradition for
ages, as a natural anti-bacterial agent, useful in curing and preventing several ailments.

One of the widely acknowledged benefits of Neem is its utility as a skin care agent. Margo
36
 taps that very same natural benefit through pure neem oil. Owing to the unparalleled delivery
of this equity through its range of toilet soaps, Margo today is among the widely known
brands in India, with a loyal consumer base.

Starting in 2009, Margo has done a revamp of the imagery of the toilet soaps, and has
introduced the product in a new pack and new shape. This change in packaging and shape has
been done to appeal to the preferences and aspirations of India’s dynamic and ever increasing
young population. Additionally, the flagship product – ‘Margo Original Neem’ now comes
with added Vitamin-E moisturizer which makes a great product even better, through its
synergy with anti-bacterial cleansing benefit of the ever-potent pure neem oil.

Watch the Margo Original Neem and Margo Nutri Care TV ads!

 Product Categories

Margo original Neem

Margo Nutri Care
Margo Glycerine

Mr. White

37
 White clothes start turning grey after a number of washes. Mr. White with Lime + Blue &
Whiteness Boosters not only gives unmatched whiteness to clothes but also maintains the
whiteness for longer period of time.

 Product Categories

Mr. White Detergent Powder and Bar

Mr. White is a quality detergent that not only provides unmatched whiteness to fabrics but
also maintains it for longer period of time. It has the power of Lime + Blue combination &
Whiteness Boosters that give Long Lasting Whiteness to clothes.

Lime + Blue combination provides better whiteness and leave behind a lingering fragrance.
Whiteness boosters provide “Long lasting whiteness” to laundry and prevent them from
turning gray after number of washes.

Mr. White has an environment friendly formulation, in line with Henkel’s commitment
towards quality and responsibility.

Long Lasting Whiteness Powder

maintains the whiteness in fabric longer

Long Lasting Whiteness bar

Provides whiteness to collars, Cuffs and maintains it for longer durationNeem Active
Toothpaste

A toothpaste brand that merges the traditional benefits of Neem with the technical expertise
of Henkel, to give our consumers an excellent product for complete Oral hygiene.
38
 Neem has been used by generations over the years for protection of teeth against bacteria.
Neem is widely acknowledged as a natural anti-bacterial agent.

 Product Categories

Neem Active Toothpaste, enriched with the natural germ-fighting properties of Neem,
prevents cavities, bleeding gums and inflammation. This unique formulation, combined with
mint, ensures a clean mouth-feel and fresh breath all day long.

Bref

Bref, the new powerful cleaner range from Henkel provides you superior performance
products that make cleaning easy and thus giving you a sparkling & hygienic home.

 Product Categories

39


 Bref Power Cleaners

Bref Toilet Cleaner
Bref Cistern Block
Chek:s

It promises effective dirt removal from clothes.

PProduct
Categories

Chek Detergent Powder and Bar

Chek is Henkel India’s offering in the value for money segment. It provides effective dirt
removal from laundry and is positioned as the No. 1 Dirt fighter. It has OB power and extra
foam to break down tough dirt to give the clean laundry wash at an affordable price.

Henkel’s commitment to sustainability brings value-added benefit to business partners.

 

40
 2.3 REVIEW OF LITERATURE

Customer satisfaction is the person feelings of pleasure (or) disappointment resulting from
comparing a product perceived performance (outcome) in relation to his/her expectation.

S.A.SHARELEKHAR (1989) says that:

We purpose that a specific type of attitude report ,then if the customer him/her ,self and is
based on the sales persons reaction to a particular interaction

( MARKETING MANAGEMENT)

C.R.KOTHARI (1985) says that:

Accordingly it’s a reasonable to assume that nature of particular between the customer
contact personal on the customer could predict on evaluation of the customer this evaluation
of critical for retailer performance
An evaluvation of customer have been linked to sales effectiveness.

(RESEARCH METHODOLOGY)

M.C.CARTHY (1988) says that

41
Attitude toward the customerisis an under developed area of marketing how ever it’s apparent
but an employee reaction to customer can be infleuenced by their evaluvation of interaction
with a customer over above their feelings about the sales transactions it self.

(BASIC MARKETING)

LAUDON & DULTA BITTA (1981) says that

As the customer contacts price disposition to respond favourably and unfavourably to words
a particular customer during an exchange episode this definition is constant during exchange
with additional constant studied in marketing.
(CUSTOMER BEHAVIOUR)

PHILIP KOTLER (1972) says that

An enduring orgainism of motivative emotional pre factoriall and cognitive process with
respect some aspects of the individual word.
(PRINCIPLE OF MARKETING)

MUNN(1982) says that

Altitude are learned pre-disposition towards aspect of our environment they are positively
(or) negatively towards certain people service (or) institution.
(BASIC MARKETING)

DONALD R.LAHMAN says that:

It’s helpful in understanding the purchase behavior & preference of different customer differ
in terms of sex, age, education, income, family, religion, nationality, occupation and
socialization. These factors affect their needs & purchase patterns , either directly (or)
indirect in todays world of rapid changing technology , customer satisfaction are also
changes, to survive in the market. A firm can be to constantly innovating & understanding

42
latest customer trends & tastes customer satisfaction provides invaluable classes & guidelines
to market on new trend , fronties they shoud explore.
(M.C.BASIC MARKETING)

CHAPTER - 3

43
 DATA ANALYSIS AND INTERPRETATION

1.PERCENTAGE ANALYSIS
TABLES 3.1.1

DISTRIBUTION OF REPONDENTS BASED ON AWARE OF MARGO SOAP:

Options No of respondents Percentage

Yes 95 86

No 15 14

Total 110 100

SOURCES:

The data gathered from the respondent.

INFERENCE:

44
It shows that were respondents based on aware of margo soap .it is inferred to that the highest
86% of respondents aware of margo And followed by 14% respondents are not aware of the
Margo soap.

CHART : 3.1.1

DISTRIBUTION OF REPONDENTS BASED ON AWARE OF MARGO SOAP:

45
 TABLE : 3.1.2

DISTRIBUTION OF THE RESPONDENTS BASED ON EVER USED MARGO

SOAP:

Options No of respondents Percentage

YES 82 75

NO 28 25

TOTAL 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It Shows that were respondents based on ever used margo. It is infered to that the highest
75% of the respondents using margo soap And 25% of the respondents are not used margo
soap.

46
 CHART : 3.1.2

DISTRIBUTION OF THE RESPONDENTS BASED ON EVER USED MARGO

SOAP:

47
 TABLE : 3.1.3

DISTRIBUTION OF RESPONDENTS BASED ON ALL THE FAMILY MEMBERS

USE THE SAME BRAND OF SOAP:

Options No of respondents Percentage

Yes 78 71

No 32 29

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on family members used same brand. It is inferred 71%
of the family used same brand And 29% of the respondents are not using the same brand.

48
 CHART : 3.1.3

DISTRIBUTION OF RESPONDENTS BASED ON ALL THE FAMILY MEMBERS

USE THE SAME BRAND OF SOAP:

49
 TABLE : 3.1.4

DISTRIBUTION OF THE RESPONDENTS BASED ON OFTEN USE MARGO

SOAP:

Options No of respondents Percentage

More often 24 22

2 to 3 times in a month 31 28

Once a month 35 32

Do not use 20 18

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on often use the Margo. It is inferred 22% of
respondents said More often .and 28% of respondents said 2to 3 times a month and it is the
highest 32% of respondents said once a month. And 18% of the respondents are not using the
margo soap.

CHART : 3.1.4
50
DISTRIBUTION OF THE RESPONDENTS BASED ON OFTEN USE MARGO
SOAP:

TABLE ; 3.1.5

DISTRIBUTION OF THE RESPONDENTS BASED ON MARGO SOAP GIVES A

GOOD VALUE FOR MONEY
51
Options No of respondents Percentage

Yes 85 77

No 25 23

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

Its shows the respondents were based on margo soap gives a good value for money .it’s
referred 77% of the respondents said its gives a good value for money. And 23% of the
respondents said it’s not gives s good value for money.

CHART : 3.1.5

DISTRIBUTION OF THE RESPONDENTS BASED ON MARGO SOAP GIVES A

GOOD VALUE FOR MONEY

52
 TABLE NO : 3.1.6

DISTRIBUTION OF THE RESPONDENTS BASED ON FEEL MORE ACTIVE

AFTER BATH:

Options No of respondents Percentage

53
 Yes 90 82

No 20 18

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on feel more active after bath. It is inferred 82% of
the respondents said feel more active after bath. And 18% of the respondents are not feel.

CHART : 3.1.6

DISTRIBUTION OF THE RESPONDENTS BASED ON FEEL MORE ACTIVE

AFTER BATH:

54
 TABLE : 3.1.7

DISTRIBUTION OF THE RESPONDENDS BASED ON EFFECTIVENESS

REMAINS THROUGHOUT THE DAY:

55
 Options No of respondents Percentage

Yes 65 59

No 45 41

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were on based on effectiveness remains throughout the day. It is
inferred 59% respondents said it’s effect And 41% of the respondents said it’s not effect
throughout the day.

CHART NO : 3.1.7

DISTRIBUTION OF THE RESPONDENDS BASED ON EFFECTIVENESS

REMAINS THROUGHOUT THE DAY:

56
 TABLE : 3.1.8

DISTRIBUTION OF THE RESPONDENTS BASED ON THE MARGO SOAP

AFFECT:

Options No of respondents Percentage

Body odour 45 41

57
 Freshness 20 18

Feel good factor 30 27.

Hygiene 15 14

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on margo soap affect. It is inferred 41% of the
repondents said it remove the body odour And 18% of respondents said it feel freshness

27% of respondents said it feel good and 14% of repondents said it hygiene.

CHART NO : 3.1.8

DISTRIBUTION OF THE RESPONDENTS BASED ON THE MARGO SOAP

AFFECT:

58
 TABLE : 3.1.9

DISTRIBUTION OF THE RESPONDENTS BASED ON FACTORS TAKE INTO

BEFORE BUYING A SOAP

Options No of respondents Percentage

59
 Price ingredients 25 23

Value of money 45 41

Brand value 30 27

Celebrity endorsement 10 9

Total 110 100

SOURCES:

The data gathered from the respondents

INFERENCE:

It shows that respondents were based on factors take into before buying a soap. It is inferred
23% of the respondents said on the basis of the price ingredients And 41% of the respondents
basis of value of money. 27%on the basis of brand value and 9% on the basis of celebrity
endorsement.

CHART :3.1.9

DISTRIBUTION OF THE RESPONDENTS BASED ON FACTORS TAKE INTO

BEFORE BUYING A SOAP

60
 TABLE : 3.1.10

DISTRIBUTION OF THE RESPONDENTS BASED ON SATISFIED WITH MARGO

SOAP

61
 Options No of respondents Percentage

Yes 75 68

No 35 32

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on satisfied with margo soap. It is inferred 68% of
respondents satisfied and 32% of the respondents are not satisfied.

CHART : 3.1.10

DISTRIBUTION OF THE RESPONDENTS BASED ON SATISFIED WITH MARGO

SOAP :

62
 TABLE : 3.1.10

DISTRIBUTION OF THE RESPONDENTS BASED ON EXCEPT MORE FROM

MARGO

Options No of respondents Percentage

Packaging 30 27

63
 Durability 20 18

Colour 35 32

Fragrance 25 23

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on expect more from margo. It is inferred 27% of the
respondents expect more from packaging and 18% of the respondents expects durability and
32% of the respondents expect colour and 23% of the respondents expect fragrance.

CHART : 3.1.10

DISTRIBUTION OF THE RESPONDENTS BASED ON EXCEPT MORE FROM

MARGO

64
 TABLE NO : 3.1.11

DISTRIBUTION OF THE RESPONDENTS BASED ON WHICH BRAND HAVING

HERBAL INGREDIENTS

Options No of respondents percentage

65
 Mysore sandel 15 14

Hamam 30 27

Medimix 25 23

Margo 40 36

Total 110 100

SOURCES:

The data gather from respondends

INFERENCE:

It shows that were respondents based on which brand having herbal ingredients. it is inferred
14% of the respondents said mysore sandal and 27% of the respondents said hamam, 23% of
the respondents said medimix and 36% said margo.

CHART : 3.1.11

DISTRIBUTION OF THE RESPONDENTS BASED ON WHICH BRAND HAVING

HERBAL INGREDIENTS

66
 TABLE : 3.1.12

DISTRIBUTION OF THE RESPONDENTS BASED ON COMPARED TO OTHER

SOAP THAT ARE AVAILABLE IN MARGO SOAP :

67
 Options No of respondents Percentage

Very good 70 64

Good 25 23

Neutral 5 4

Not interest 10 9

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on compared to other soaps .it is inferred 64% of the
respondents very good and 23% said good and 4% said much neutral and 9% of the
respondents not interest.

CHART : 3.1.12

DISTRIBUTION OF THE RESPONDENTS BASED ON COMPARED TO OTHER

SOAP THAT ARE AVAILABLE IN MARGO SOAP :

68
 TABLE : 3.1.13

DISTRIBUTION OF THE RESPONDENTS BASED ON PURCHASE AGAIN THE

MARGO SOAP

Options No of respondents percentage

69
Some average 57 52

Average 6 5

Neutral 20 18

Not purchase 27 25

Total 110 100

SOURCES:

The data gathered from the respondent

INFERENCE:

It shows that respondents were based on purchase again the product .it is inferred 52% of the
respondents said some average And 5% respondents average and 18% said neutral and 25%
of the respondents not purchase the margo soap.

CHART : 3.1.13

DISTRIBUTION OF THE RESPONDENTS BASED ON PURCHASE AGAIN THE

MARGO SOAP

70
 TABLE : 3.1.14

DISTRIBUTION OF THE RESPONDENTS BASED ON FEEL TO USE MARGO

SOAP

71
 Options No of respondents Percentage

Very likely 60 55

Neutral 30 27

Very unlikely 20 18

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE

It shows that were respondents based on feel to use margo again in the future it is referred
55% of the respondents said very likely the product and 27% said neutral and 18% said very
unlikely.

CHART : 3.1.14

DISTRIBUTION OF THE RESPONDENTS BASED ON FEEL TO USE MARGO

SOAP

72
 TABLE : 3.1.15

DISTRIBUTION OF THE RESPONDENTS BASED ON RECENT EXPERIENCE

WITH COMPANY GIVES THE QUALITY OF CUSTOMER SERVICES

Options No of respondents Percentage

73
 Very poor 20 18

Some 30 27

What satisfactory

Average 35 32

Very satisfactory 25 23

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE

It shows that respondents were based on the quality of the customer service. It is inferred
18% of the respondents said very poor and 27% said somewhat satisfactory and 32% said
average of the customer service and 23% said very satisfactory of customer service.

CHART : 3.1.15

DISTRIBUTION OF THE RESPONDENTS BASED ON RECENT EXPERIENCE

WITH COMPANY GIVES THE QUALITY OF CUSTOMER SERVICES

74
 TABLE : 3.1.16

DISTRIBUTION OF THE RESPONDENTS BASED ON RECOMMEND TO

OTHERS

Options No of respondents Percentage

Definitely will recommend 35 32

Neutral 25 23

Not sure 30 27

75
Definitely wll not recommend 20 18

Total 110 100

SOURCES:

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on recommend the product to others. It is inferred 32%
said definitely will recommend and 23% said neutral 27% said not sure and 18% said
definitely will not recommend.

CHART :3.1.16

DISTRIBUTION OF THE RESPONDENTS BASED ON RECOMMEND TO

OTHERS

76
 No of respondents

Definitely will recommend

Neutral
Not sure
Definitely wll not
recommend

TABLE : 3.1.17

DISTRIBUTION OF THE RESPONDENTS BASED ON EXPERIENCE RANKING

THE SOAP

Options No of respondents percentage

Margo 40 36

Lux 25 23

77
Medimix 30 27

Cinthol 15 14

Total 110 100

SOURCES

The data gathered from the respondents.

INFERENCE:

It shows that respondents were based on ranking the soap. It is inferred 45.% said margo and
27% lux and 23% medimix and 5% said cinthol

. CHART : 3.1.17

DISTRIBUTION OF THE RESPONDENTS BASED ON EXPERIENCE RANKING

THE SOAP

78
 2. STATISTICAL ANALYSIS

CHI-SQUARE TEST:

Table : 3.2.1 Q.no:

AIM : DISTRIBUTION OF THE RESPONDENTS BASED ON AGE GROUP THE
FACTORS TAKE INTO BEFORE BUYING A SOAP

79
 Above
Factors 5-15 15-25 25-35 35-45 Total
50
Price
5 6 15 11 4 41
ingrediants
Value of
2 2 4 12 3 23
money
-
Brand value 4 3 13 7 27

Celebrity
12 6 1 - - 19
endorcement
19
Total 18 23 36 14 110

STEP - 1

H0:
There is no sinignificent difference between age group of customers & factors to consider
before buying a soap

H1:

There is sinignificent difference between age group of customers & factors to consider before
buying a soap.

CALCULATION OF CHI SQUARE TEST :

O E O-E (O-E)² ∑(O-E)²/E

5 7.08 -2.08 4.3264 .6111

2 3.97 -1.97 3.8809 .9776
0 4.66 -4.66 21.7156 4.6687
2 3.28 -1.28 1.6384 .4995
6 6.71 -.71 .5041 .0751
2 3.76 -1.76 3.0976 .8238

80
 4 4.42 -.42 .1764 .0399
6 3.12 2.88 8.2944 2.6585
15 8.57 6.43 41.3449 4.8244
4 4.81 -.81 .6561 .1364
3 5.65 -2.65 7.0225 1.2430
1 3.97 -2.87 8.8209 2.2219
11 13.42 -2.42 5.8564 .4364
12 7.53 4.47 19.9809 2.6535
13 8.84 4.16 17.3056 1.9576
0 6.22 -6.22 38.6884 6.22
4 5.22 -1.22 1.4884 .2851
3 2.93 .07 .0049 .0017
7 3.44 3.56 12.6736 3.6842
0 2.42 -2.42 5.8564 2.42
Chi square value 36.4376

Level of significance: = 0.05 (5%)

Degree of freedom = (r-1) (c-1)
= (4-1)(5-1)
V =12

TABLE VALUE = 21.026

CALCULATED VALUE = 36.437

INFERENCE:

The calculated value 36.4376 is greater than the table value 21.026 so H1 is rejected.

RESULT:

This is a significant difference between the age group of customers & factors to consider
before buying a soap.

81
 CHI-SQUARE TEST

TABLE ; 3.2.2 Q.NO :

AIM: DISTRIBUTION OF THE RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION FEEL TO USE MARGO SOAP :

EDUCATIONAL QUALIFICATION

Below 10TH Higher Under Post Total

secondary graduvation graduvation

Very likely 10 16 19 15 60

Neutral 8 6 13 3 30

Very 5 9 1 20
unlikely 5
total 23 27 41 19 110

Step - 1

82
HO:

There is no sinignificent difference between educational level of customers & customers

likely that use margo soap.

H1:

There is sinignificent difference between educational level of customers& customers likely

that use margo soap.

CALCULATION OF CHI SQUARE TEST :

O E O-E (O-E)² ∑(O-E)²/E

10
12.55 -2.55 6.5025 .5181

8
6.27 1.73 2.9969 .4773

5
4.18 .82 .6724 .1609

14.73
16 1.27 1.6129 .1095

7.36
6 -1.36 1.8496 .2513

4.91
5 .09 .0071 .0016

22.36
19 -3.36 11.2896 4.7837

11.18
13 1.82 3.3124 .2963

7.45
9 1.55 2.4025 .3225

15 10.36 4.64 21.5296

2.0781

3 -2.18 4.7524 .9175

5.18

83
 1 3.45 2.45 6.0025 1.7399

Chi square value 11.6567

Level of significance: = 0.05 (5%)

Degree of freedom = (r-1) (c-1)
= (4-1)(3-1)
V =6

TABLE VALUE = 12.592s

CALCULATED VALUE = 11.6567

INFERENCE:

The calculated value 11.6567 is lesser than the table value 12.592 so H0 is accepted.

RESULT:

There is no sinignificent difference between educational level of customers & customers

likely that use margo soap.

84
 WEIGHTED AVERAGE METHOD

TABLE: 3.2.3 Q.NO :

To find the rank of the margo

Rank Factors
weights

x w margo lux medimix cinthol

X1 Wx1 X2 Wx2 X3 Wx3 X4 Wx4

1 4 20 80 12 48 15 60 9 36

2 3 10 30 8 24 7 21 3 9

3 2 6 12 3 6 3 6 2 4

4 1 4 4 2 2 5 5 1 1

Total 40 126 25 80 30 92 15 50

CW* 3.15 3.2 3.06 3.33

Rank 3 2 4 1

RESULTS :

From the table its inferred that respondents ranks cinthol in first rank and lux is second rank.

85
 CHAPTER - 4

4.1FINDINGS

 Most of the respondents based on age group.

86
  Most of the respondents based on educational qualification.
 86% - Majority of the respondent said all aware of the margo soap.
 75% - Most of the respondents said ever used margo soap.
 71% - Majority of the respondents said all the family members use the same brand.
 32% - Majority of the respondents said often use the margo soap in once a month.
 77% - Most of the respondents said the margo soap gives a good value for money
 82% - Majority of the respondents said feel more active after bath.
 59% - Most of the respondents said feel it’s effectiveness throughtout the day.
 41% - Most of the respondents said the soap affect the body odour.
 41% - Most of the respondents said value of money consider before buying a soap.
 88% - Majority of the respondents said satisfied with in margo soap.
 32% - Most of the respondents said more colour expect from margo soap.
 36% - Majority of the respondents said the margo soap have more herbal
ingredients’ compare to other brand.
 64% - Most of the respondents said compared to other product the margo soap is
much better.
 52% - Majority of the respondents said again purchase the margo soap.
 36% - Most of the respondents again use the margo soap.
 55% - Majority of the respondents said very likely it use again in the future.
 27% - Most of the respondents said the customer quality of the service is better.
 32% - Majority of the respondents said definitely recommend the margo soap to
others.
 45% - Most of the respondents said based on experience margo soap is best.

4.2SUGGESTIONS

 To Improve the models and more features also increasing the durability.

 Continuously update the products according to the need of the customers.

87
  To improve the promotional activities so the company more concentrates on
advertisement to increase the sales.

 The customers are expecting to change the looks of the margo soap and also introduce
more colours.

 The company increases the quality of the service to the customers.

 The company should implement a new strategy to face the competition & lead to the
brand .

4.3 CONCLUSION

The Henkel marketing India ltd to achieve the customer satisfaction. The customer are
expecting In quality, price , service , delivery so the company should concentrated on
customers expectation this the one way of achieve the goal.

88
The company knows the needs & wants of the customer.
The company know the market position.
The customers over all satisfied.

BIBLIOGRAPHY

REFERENCE BOOKS:

1. Marketing Management – Dr. K. Karunagaran, 1st edition, Himalaya Publishing

house.
2. Marketing Management - Philip Kotler, 11th edition, Thomson Press India Ltd
89
 3. Marketing Management – Philip Kotler& Kevin Kotler
4. Research methodology -C.R.kothari

WEBSITE:
www.henkel-india.com
www.wikipedia.com

ANNEXURE

QUESTIONNAIRE
1. Name:

2. Age group:
 5-15
 15-25
 25-35
 35-45

90
 Above 50

3. Educational qualification:

 Below 10th
 Higher secondary
 Under graduation
 Post-graduation

4. Are you aware of margo soap?

 Yes
 No
5. Have you ever used margo?
 Yes
 No
6. Do all the members of your family use the same brand of soap?
 Yes
 No
7. How often do you use margo soap?
 More of often
 2 to 3 times in a month
 Once a month
 Do not use
8. Margo soap gives a good value for money?
 Yes
 No
9. Do you feel more active after bath?
 Yes
 No
10. Do you feel it’s effectiveness remains throughout the day?
 Yes
 No
11. Does your soap affect?

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 Body odour
 Freshness
 Feel good factor
 Hygienic
12. What are the factors you take into consideration before buying a
soap?
 Price ingredients
 Value of money
 Brand value
 Celebrity endorsement
13. Are you satisfied with your soap?
 Yes
 No
14. If no, what do you expect more from margo soap ?
 Packaging
 Durability
 Colour
 Fragrance
15. Which brand you thing having herbal ingredients?
 Mysore sandel
 Hamam
 Medimix
 Margo
16. Compared to other product categories that are available would
you say margo soap is?
 Very good
 Good
 Neutral
 Not interest
17. Will you purchase again?
 Some average
 Average

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 Neutral
 Not purchase
18. How likely is it feel use margo again in the future?
 Very likely
 Neutral
 Very unlikely
19. In thinking about your most recent experience with company
was the quality of customer service you received?
 Very poor
 Somewhat satisfactory
 Average
 Very satisfactory
20. How likely are you to recommend to others?
 Definitely will recommend
 Neutral
 Not sure
 Probably will not recommend

21. Based on your experience rank the following soap?

 Margo
 Lux
 Medimix
 Cinthol

22.Give your own suggestions about the project

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