Professional Documents
Culture Documents
Project On Study of Customer Satisfactio
Project On Study of Customer Satisfactio
Project On Study of Customer Satisfactio
SOAP.
PROJECT REPORT
SUBMITTED BY
PRIYA. S (Reg. No 152AJ0195)
RAJ KUMAR. T (Reg. No 152AJ0196)
RAMESH KUMAR. M (Reg. No 152AJ0197)
RAMYA. M (Reg. No 152AJ0198)
REKHA SRI. S (Reg. No 152AJ0199)
RENUGA DEVI. K (Reg. No 152AJ0200)
SANJAY KUMAR. K (Reg. No 152AJ0201)
SARASWATHY. R (Reg. No 152AJ0202)
----------------------- ------------------------
K.SANJAY KUMAR R.SARASWATHY
(Reg. No 152AJ0201) (Reg. No 152AJ0202)
------------------------------------- ----------------------------------
SIGNATURE OF THE GUIDE SIGNATURE OF THE HOD
CERTIFICATION
CERTIFICATION
This is to certify that the project report entitled” A STUDY ON CUSTOMER
SATISFACTION TOWARDS LUX SOAP.” submitted to Bharathiar university in a
partial fulfillment of the requirements for the award of the degree of Bachelor of
commerce with Information Technology is a record of original work done by us during
the period of 2016 at KG COLLEGE OF ARTS AND SCIENCE, under the supervision
of Mrs. S.NITHYAPRABA , professor in commerce with Information Technology.
Place: --------------------------
----------------------- -------------------------
Signature of HOD signature of the principal
---------------------- ----------------------
Internal examiner external examiner
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
We express my sincere thanks to Mr. ASHOK BHAKTHAVASALAM
and Mrs. DIVYA ASHOK managing trustee and trustee, KG College of arts
and science for giving me an opportunity to undergo this course of study and to
undertake this project work.
Last but not least, we express our warmth filled thanks to my guide Ms. S.
NITHYAPRABA M.COM.C.A., M.C.A., assistant professor of the department
commerce with information technology for her valuable guidance and support.
CONTENTS
CONTENTS
CHAPTER NO PARTICULER PAGE NO
CHAPTER-I INTRODUCTION&DESIGN OF STUDY
1.1 Introduction 1
Review of literature
1.2 2
1.3 Objectives 3
Research Methodology:
1.4 4
Area of Study
1.5 4
Chapter Scheme
1.6 5
CHAPTER-II CONPANY PROFILE
Introduction
2.1 6
2.2 History 6
Profile
2.3 8
Mission and Vision
2.4 8
Products of the brand
2.5 9
Organization chart
2.6 11
Data collection method
2.7 12
CHAPTER-III ANALYSIS AND INTERPRETATION OF DATA
CHAPTER-IV FINDING SUGGESTION&CONCLUSION
4.1 Findings 55
4.2 Suggestions 56
4.3 Conclusion 56
CHAPTERI-V APPENDIX
5.1 Bibliography 57
5.2 Questionnaires 58
LIST OF TABLES
LIST OF TABLES
LIST OF CHARTS
CHAPTER-I
1. INTRODUCTION OF THE STUDY
1.1 INTRODUCTION:
"Customer satisfaction provides a leading indicator of consumer purchase intentions
and loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Organizations need to retain existing customers while targeting non-
customers. Customer satisfaction is a term frequently used in marketing. It is a measure of
how products and services supplied by a company meet or surpass customer expectation.
Hedonic benefits are associated with the sensory and experiential attributes of the
product. Utilitarian benefits of a product are associated with the more instrumental and
functional attributes of the product. Customer satisfaction is an ambiguous and abstract concept
and the actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of both
psychological and physical variables which correlate with satisfaction behaviors such as return
and recommend rate.
The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
The usual measures of customer satisfaction involve a survey. The customer is asked to evaluate
each statement in terms of their perceptions and expectations of performance of the organization
being measured.
Thomas Jones and Earl Sasser Jr. showed that customer satisfaction couldn’t be used
solely to track customer loyalty, and in fact – you should be looking at a range of customer
satisfaction metrics to gauge a better understanding of your customers and their loyalty. Hoyer
and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance,
happiness, relief, excitement, and delight. There are many factors that affect customer
satisfaction.
1.3 OBJECTIVES:
Although the literature on consumer satisfaction is accumulating, the stream of
research is still in the development stage, hence is highly inconsistent and fragmented. This
paper aims to organize and classify the literature on consumer’s satisfaction and assess the-
state-of-the-art in order to facilitate future research. The resulting framework summarizes the
progress in consumer satisfaction research and provides future research directions. The study
has been undertaken to find out the “customer’s awareness towards Lux soap”. The study is
confined to the city of Coimbatore only considering the consumers of effect of Lux soap. This
study is on attempt to analyze the problems faced by the consumer of the product.
The need for this study is to know the reasons to buy different types of soaps and
particularly consumers satisfaction level on Lux soap.
To identify the consumers satisfaction level of the consumers.
To find out the effect of Lux soap on human health due to persistent use.
To analyze the knowledge of the customers about the product
To identify the buyers opinion.
Chapter I
Chapter III
Chapter IV
2.1 INTRODUCTION:
LUX is a global brand developed by Unilever. Lux (soap) is now headquartered in
Singapore Lux started as “Sunlight Flakes” laundry soap in 1899. In 1925, it became the first
mass-market toilet soap in the world. It is noted as a brand that pioneered female celebrity
endorsements. As of 2009, Lux revenue was estimated at €1 billion, with market shares spread
out to more than 100 countries around the globe. Today, Lux is the market leader in countries
like India, Pakistan, Brazil, Thailand and South Africa. The range of products includes beauty
soaps, shower gels, bath additives, hair shampoos and conditioners. In the United States, Lux
soap is branded as "Caress".
2.2 HISTORY:
The brand was founded by the Lever Brothers in 1899 and now known as Unilever.
The name changed from “Sunlight Flakes” to “Lux” in 1900, a Latin word for “light” and
suggestive of “luxury” .Lux toilet soap was launched in the United States in 1925 and in the
United Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms,
including hand wash, shower gel and cream bath soap.
Lux’s early advertising campaigns aimed to educate users about its credentials as a
laundry product and appeared in magazines such as Ladies Home Journal. By the early 1920s,
it was a hugely successful brand and in 1924, the Lever Brothers conducted a contest that led
them to a very interesting finding: women were using Lux as pud soaps.
In 2005, Lux encouraged women to celebrate and indulge their femininity with the
“Play with Beauty” philosophy, with stars like Aishwarya Rai. The brand also connected with
consumers to take a more ‘active’ stance on beauty. From 2008, building off the brand’s root
strengths, focus has shifted to beauty (vs. femininity), appealing to consumers’ fantasies and
aspirations.
Lux believes that ‘beauty is a female instinct that shouldn’t be denied’ and showcases
the pleasure that every woman enjoys from using her beauty, encapsulating that idea in a simple
phrase: Declare your beauty.
Today, Lux products are manufactured at 71 locations with more than 2000 suppliers
and associates providing the raw materials. It has key markets in the developing countries like
Brazil, Pakistan, China, Bangladesh and South Africa, and is a market leader in for soap bars
in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand and Vietnam.
Lux works with the world’s best perfumers to create beauty treats infused with the
finest fragrances. Our goal is “For each Lux shower to be a delight to the senses, making
women feel fabulously feminine”, everyday. Because we know, when women feel this way,
they get a lot more out of life.
As the product gained greater foothold in the market, the price was increased in order to
maximize the profit. The main marketing objective was also to maximize the market share and
introduce modifications in the product. This included a new range of products entering the
market like Lux Almond, Lux Orchid, Lux Saffron and Lux Sandalwood to name a few.
The brand ambassadors in this stage have been Aishwarya Rai, Kareena Kapoor, Shah
Rukh Khan, Katrina Kaif, Priyanka Chopra and Asin. As of the year 2011, Lux has a recorded
profit of 533 crores.
2.3 PROFILE:
Company profile:
Product : Lux soap
Established Year : 1929
Country Introduced : UK
Markets : world wide
First Ambassador : Lever Brothers
Indian Ambassador : Leela Chitnis
Headquarters : Singapore
Market Share : 54.37
CEO : Paul G J M Polman
Chief Legal Officer : Ritva Sotamaa
Product Variants : almond, orchid, sandalwood,
rose, honey glow, etc.
Package Size : 100gm, 120gm, 150gm.
Estimated Revenue : £ 1 Billion
Current growth stage : Liquid body wash.
FRESH SPLASH:
LOTUS & CREAM PURPLE:
PRIMARY DATA
SECONDARY DATA
The secondary data was obtained through the dealers, sales record, and internet also
from various books and journals.
The statistical tool used is percentage analysis. The percentage method is used for
comparing certain features. The collected data respondents on the fore of tables and charts in
order to give effective visualization of comparison made
ACTUAL POPULATION
SAMPLE PERCENTAGE =
SAMPLE¿ ¿ 100 ¿
CHAPTER-III
CHAPTER-III
3. ANALYSIS AND INTERPRETATION
TABLE 1
GENDER OF RESPONDENTS
GENDE
S.NO NO OF RESPONDENTS PERCENTAGE (%)
R
1 MALE 41 82.0
2 FEMALE 9 18.0
TOTAL 50 100
INTERPRETATION:
From the about table it is inferred that 82.0% of the respondents are male, 18.0% of
the respondents are female.
CHART NO 1
26
25.5
25
24.5
24
23.5
23
MALE FEMALE
TABLE 2
SHOWING THE AGE LEVEL OF THE RESPONDENTS
1 BELOW 15 5 10
2 16-30 16 40
3 31-50 21 30
4 ABOVE 50 8 14
TOTAL 50 100
INTERPRETATION :
From the table it is inferred that 10.0% of the respondents are under the age group of
below 15years, 40.0% the respondents are under the age group of 16-30 years, 30.0 %of the
respondents are under the age group of 31-50 years and 14.0% of respondents are under the age
group of above 50 years.
CHART NO 2
20
15
10
0
BELOW 15 16-30 31-50 ABOVE 50
TABLE 3
SHOWING THE OCCUPATION OF THE RESPONDENTS
1 STUDENT 16 32
2 PROFESSIONAL 8 16
3 BUSINESS 11 22
4 HOMEMAKER 15 30
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 32.0% of respondents were students, 16.0%of the
respondents were professional, and 22.0% of the respondents have own business, and 30.0% of
the respondents were homemakers.
CHART NO 3
SHOWING THE OCCUPATION OF THE RESPONDENTS
18
16
14
12
10
0
STUDENT PROFESSIONAL BUSINESS HOMEMAKER
TABLE 4
1 BELOW 10,000 5 10
2 10,000 - 20,000 22 44
3 20,000 -30,000 15 30
4 ABOVE 30,000 8 16
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that the 10.0% of the respondents get below 10000,
44.0% of respondents 10000-20000,30.0% of respondents get 20000-30000, and 16.0% the
respondents get 30000 and above.
Majority (44.0%) of the respondents are having their family monthly income of Rs.10000-
20000.
CHART NO 4
20
15
10
0
BELOW 10,000 10,000 - 20,000 20,000 -30,000 ABOVE 30,000
TABLE 5
1 YES 31 62
2 NO 19 38
TOTAL 50 100
INTERPRETATION :
From the table it is inferred that 62.0% the respondents respond yes, and 38.0% of the
respondents say no.
Majority (62.0%) of the respondents are saying yes.
CHART NO 5
30
25
20
15
10
0
YES NO
TABLE 6
1 WEEKLY 11 22
2 MONTHLY 24 48
3 BIMONTHLY 10 20
4 QUARTERLY 5 10
TOTAL 50 100
INTERPRETATION:
From the above table it is inferred that 22.0% of the respondents buy weekly, 48.0% of
the respondents buy monthly, 20.0% of the respondents buy bimonthly and 10.0% of the
respondents buy quarterly.
CHART NO 6
25
20
15
10
0
WEEKLY MONTHLY BIMONTHLY QUATERLY
TABLE 7
SHOWING THE NO OF SOAP NEEDED EVERY MONTH
S.N NO OF PERCENTAGE
O NO OF SOAP NEEDED EVERY MONTH RESPONDENTS (%)
1 1 9 18
2 2 28 56
3 3 11 22
4 OTHERS 2 4
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 18.0% of the respondents need 1 soap, 56.0% of
the respondents need 2 soaps, 22.0% of the respondents need 3 soaps, 4.0% of the respondents
need more than 3 soaps.
CHART NO 7
25
20
15
10
0
1 2 3 OTHERS
TABLE 8
SHOWING THE INFLUENCES OF PURCHASE
1 PRICE 9 18
CELEBRITY
2 ADVERTISEMENT 25 50
4 PACKAGE 6 12
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 18.0% of the respondents are influenced by price,
50.0% of the respondents are influenced by celebrity advertisement, 20.0% of the respondents
are influenced by quality and quantity, 12.0% of the respondents are influenced by package.
CHART NO 8
SHOWING THE INFLUENCES OF PURCHASE
30
25
20
15
10
0
PRICE CELEBRITY ADVERTISEMENT QUALITY & QUANTITY PACKAGE
TABLE 9
NO OF PERCENTAGE
S.NO LIKINGS TOWARDS SOAP RESPONDENTS (%)
1 PERFUME 19 38
2 COLOUR 17 34
3 HYGIENE 3 6
4 PROTECT SKIN 11 22
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that the 38.0% of the respondents like its perfume,
34.0% of the respondents like its color, 6.0% of the respondents like because its hygiene, 22.0%
of the respondents like as it protects skin.
20
18
16
14
12
10
0
PERFUME COLOUR HYGIENE PROTECT SKIN
TABLE 10
1 LACK OF AWARENESS 15 30
2 LACK OF AVAILABILITY 13 26
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that the 30.0% of the respondents have lack of
awareness, 26.0% of the respondents have lack of availability, 36.0% of the respondents find it
expensive and 6.0% of the respondents doesn’t like the product.
Majority (36.0%) of the respondents say that they find the product expensive.
CHART NO 10
1 YES 21 42
2 NO 29 58
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that the 42.0% of the respondents change the brand,
58.0% of the respondents doesn’t change the brand.
Majority (58.0%) of the respondents do not change the brand of the soap
CHART NO 11
35
30
25
20
15
10
0
YES NO
TABLE 12
SHOWING THE FREQUENCY OF CHANGE IN BRAND
1 ONCE 10 20
2 TWICE 8 16
3 THRICE 6 12
4 MANY TIMES 26 52
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that the 20.0% of the respondents change the brand
once, 16.0% of the respondents change the brand twice, 12.0% of the respondents change the
brand thrice, 52.0% of the respondents change the brand many times.
30
25
20
15
10
0
ONCE TWICE THRICE MANY TIMES
TABLE 13
S.N
O BRAND OF SOAP NO OF RESPONDENTS PERCENTAGE (%)
1 LUX 31 62
2 CINTHOL 8 16
3 MEDIMIX 9 18
4 NATURE POWER 2 4
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 62.0% of the respondents prefers Lux, 16.0% of
the respondents prefers Cinthol, 18.0% of the respondents prefers Medimix and 4.0% of the
respondents prefers Nature power soap.
30
25
20
15
10
0
LUX CINTHOL MEDIMIX NATURE POWER
TABLE 14
1 YES 37 74
2 NO 13 26
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 740.0% of the respondents say that the soap is
easily available and 26.0% of the respondents find it difficult.
Majority (74.0%) of the respondents say that the soap is easily available.
CHART NO 14
35
30
25
20
15
10
0
YES NO
TABLE 15
1 YES 35 70
2 NO 15 30
TOTAL 50 100
INTERPRETATION :
From the above table it is inferred that 70.0% of the respondents have the awareness of
the product and 30.0% of the respondents do not have the awareness of the product.
Majority (70.0%) of the respondents say that they have the awareness of the product.
CHART NO 15
35
30
25
20
15
10
0
YES NO
TABLE 16
2 STORE WINDOWS 2 4
3 TV ADVERTISEMENTS 42 84
4 INTERNET 2 4
TOTAL 50 100
INTERPRETATION:
From the above table it is inferred that 8.0% of the respondents prefer
newspaper/magazines, 4.0% of the respondents prefers stores window, 84.0% of the
respondents prefers TV advertisements and 4.0% of the respondents prefer internet.
CHART NO 16
40
35
30
25
20
15
10
0
NEWS PAPER / MAGAZINE STORE WINDOWS TV ADVERTISEMENTS INTERNET
TABLE 17
SHOWING CELEBRITY ENDORSEMENT PROMPT ON PURCHASES
1 YES 44 88
2 NO 6 12
TOTAL 50 100
INTERPRETATION:
From the above table it is inferred that 88.0% of the respondents are prompted by
celebrity endorsements and 12.0% of the respondents are not prompted by celebrity
endorsement.
Majority (88.0%) of the respondents say that they are prompted by celebrity
endorsements.
CHART NO 17
45
40
35
30
25
20
15
10
0
YES NO
TABLE 18
SHOWING THE EFFECT OF LUX SOAP ON HEALTH
1 YES 17 34
2 NO 33 66
TOTAL 50 100
INTERPRETATION:
From the above table it is inferred that 34.0% of the respondents have health issues and
66.0% of the respondents do not have health issues.
Majority (66.0%) of the respondents say that they do not have health issues.
CHART NO 18
30
25
20
15
10
0
YES NO
TABLE 19
INTERPRETATION:
From the table it is inferred that the 26.0% of the respondents prefer lotus and cream
purple, 28.0% of the respondents prefer sandal, 32.0% of the respondents prefer strawberry and
14.0% of the respondents prefer peach flavor.
CHART NO 19
SHOWING THE PREFERED FLAVOUR OF LUX SOAP
18
16
14
12
10
0
LOTUS AND CREAM PURPLE SANDAL STRAWBERRY PEACH
TABLE 20
1 DISCOUNT 19 38
3 COMBO OFFERS 12 24
4 FREE GIFTS 6 12
TOTAL 50 100
INTERPRETATION :
From the table it is inferred that the 38.0% of the respondents prefer discounts, 26.0% of
the respondents prefer buy one get one, 24.0% of the respondents prefer combo offers and
12.0% of the respondents prefer free gifts.
CHART NO 20
18
16
14
12
10
0
DISCOUNT BUY ONE GET ONE COMBO OFFERS FREE GIFTS
TABLE 21
1 100 29 58
2 200 17 34
3 300 4 8
TOTAL 50 100
INTERPRETATION :
From the table it is inferred that the 58.0% of the respondents prefer 100 gm, 34.0% of
the respondents prefer 200 gm, and 8.0% of the respondents prefer 300 gm.
CHART NO 21
300
250
200
150
100
50
0
1 2 3
CHAPTER-IV
CHAPTER-IV
4. FINDINGS, SUGGESTIONS AND CONCLUSION
4.1FINDINGS:
Majority (82.0%) of the respondents are female.
Majority (74.0%) of the respondents say that the soap is easily available.
Majority (70.0%) of the respondents say that they have the awareness of the product.
Majority (84.0%) of the respondents prefers TV advertisements.
Majority (88.0%) of the respondents say that they are prompted by celebrity
endorsements.
Majority (66.0%) of the respondents say that they do not have health issues.
Company targets only youth between 15 to 35 years who are conscious of beauty and
skin but in current scenario all people are more conscious regarding their skin and beauty, so
company should also consider them while manufacturing the product. The company has to give
some discounts or offers at the time of special occassions i.e.. festivals.
Most of the people suggested that they would like to see more attractive package for
LUX soap though the present packing is of good quality. Most of the people are satisfied with
small sized LUX soap. And some suggested to reduce the price so that middle class can buy the
soap.
From the beginning it is popularly known as "beautiful soap of film stars". Now LUX
is a brand of all segment of society.
4.3 CONCLUSION:
From this study its finding revealed that majority of the respondents belongs to
teenage group. They expect the company to provide the product at a lower price. The company
can increase its sales by reducing its price and increasing its advertisements. The company has
to give some discounts or offers at the time of special occasions i.e... Festivals. Majority of the
respondents suggest to provide free gifts like earrings, toys, necklaces, ect,…
CHAPTER-V
CHAPTER-V
5. BIBLIOGRAPHY AND APPENDIX
BIBLIOGRAPHY
WEBSITE: http://www.slideshare.net/HarshPatel14/lux-report
QUESTIONNAIRES
QUESTIONNAIRES
1) Name :
2) Gender
a) Male
b) Female
3) Age
a) Below 15
b) 16-30
c) 31-50
d) Above50
4) Occupation?
a) Student
b) Professional
c) Business
d) Homemaker
5) Family’s monthly income?
a) Below 10,000
b) 10,000-20,000
c) 20,000-30,000
d) Above 30,000
a) Yes
b) No
a) Weekly
b) Monthly
c) Bimonthly(monthly twice)
d) Quarterly(six months once)
8) How much Lux soap do you personally require every month? (If more than 3 mention in
numbers)
a) 1
b) 2
c) 3
d) Others………..
a) Price
b) Celebrity advertisements
c) Quality & Quantity
d) Package
a) Perfume
b) Color
c) Hygienic
d) Protect skin
a) Lack of awareness
b) Lack of availability
c) You find it expensive
d) You don’t like the product
a) Yes
b) No
13) How many times did you change brands in the last 3 months?
a) 0nce
b) Twice
c) Thrice
d) Many times
14) What brand of soap are you using now? (You can tick more than one option)?
a) Lux
b) Cinthol
c) Medimix
d) Nature power
a) Yes
b) No
16) Have you ever seen the advertisements of the Lux soap?
a) Yes
b) No
a) Yes
b) No
19) Do you have any health issues on usage of the Lux soap?
a) Yes
b) No
20) Which flavor of Lux bath soaps do you prefer? (You can tick more than one option)
21) What is the maximum price you spend on basic sized bath soap?
…………………………………
22) Which one of the offers available influences you the most to buy Lux soap?
a) Discounts offer
b) Buy one get one
c) Combo pack
d) Free gifts
23) What is the size of the Lux Soap you usually purchase?
a) 100g
b) 200g
c) 300g
24) Do you face any problems on customer care? (If yes describe what)
………………………………………………………………………………………