“MARKET STUDY OF DOVE PRODUCTS”

Project Report submitted in partial fulfilment for the requirements of the

Degree of

BACHELOR OF COMMERCE WITH PROFESSIONAL

ACCOUNTING
Submitted By
DHANYA C.M
(Reg. No.18BCP0015)
Under the guidance of
MRS.ISHWARYALAKSHMI.,
ASSISTANT PROFESSOR, DEPARTMENT OF COMMERCE WITH PA

ESTD:1999
DR.SNS RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE
(AUTONOMOUS)
COIMBATORE-641049
RE-ACCREDITED WITH “A”GRADE BY NAAC
AFFILIATED TO BHARATHIYAR UNIVERSITY
 DECLARATION

I DHANYA C M(Reg. No.18BCP0015) hereby declare that the project entitled

“MARKET STUDY OF DOVE PRODUCTS”, submitted to Bharathiar University, in
partial fulfillment of the requirements for the award of the degree of BACHELOR OF
COMMERCE WITH PROFESSIONAL ACCOUNTING, is a record of original research
work done by me during the academic year 2020-2021, under the supervision and guidance
of, MRS.ISHWARYALAKSHMI, DR.SNS Rajalakshmi college of arts and science,
saravanampatti, Coimbatore – 641 049 and it has not formed the basis for the award of any
Degree/ Diploma/ Associateship/ Fellowship or their similar title to any candidate of any
University.

Place: COIMBATORE
Date:

Signature of the Candidate

DHANYA C M
[Reg.No.18BCP0015]
 CERTIFICATE

This is to certify that the project, entitled “MARKET STUDY OF DOVE

PRODUCTS”, submitted to Bharathiar University, in partial fulfillment of the requirements
for the award of the Degree of BACHELOR OF COMMERCE WITH PROFESSIONAL
ACCOUNTING is a record of original research work done by DHANYA C M(Reg.
No.18BCP0015) during the period 2020-2021 of his/her study in the Department of
Commerce PA at DR.SNS RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE,
Saravanampatti, Coimbatore – 641 049, under my supervision and guidance and the
dissertation has not formed the basis for the award of any Degree/ Diploma/ Associateship/
Fellowship or other similar title to any candidate of any University.

Date:
Place: COIMBATORE

Signature of the Guide Head of the Department

Viva voce held on:

External Examiner Internal Examiner

 ACKNOWLEDGEMENT

A project work is the process of experiencing a long way in helping up a person in his
respective profession and a group of kind hearts is behind its success. So we have taken this
golden opportunity to acknowledge those who molded up this study.

Initially I express my valuable and deep sense of gratitude and thankfulness goes to my
Ever Worthy Managing Director, SNS Institutions who is always caring and dedicated
towards the institution.

I sincerely thank our beloved Principal Dr. PREM NAZEER, DR.SNS Rajalakshmi
College of Arts and Science, who add more value to this training.

I am extremely grateful to the indebted Head of the Department Dr.K.BRINDHA,

DR,SNS Rajalakshmi College of Arts and Science, who has helped me in arranging this
training.

Then gratitude goes to my supportive and encouraging internship Guide

MRS.ISHWARYALAKSHMI, assistant professor, Department of Commerce with PA, DR.SNS
Rajalakshmi College of Arts and Science, for their support throughout the course of my study and
his timely advice and kind co- operation.

Then my hearty gratitude goes to the honorable FACULTY MEMBERS of Department

of Commerce, DR.SNS Rajalakshmi College of Arts and Science, for their support extended
whenever required.

Last but not the least I take this opportunity to thank the almighty, my Parents and friends for their encouragement and
cooperation.
 CONTENTS

CHAPTER TITLE OF THE CHAPTER PAGE NO

LIST OF TABLES

LIST OF CHARTS

I INTRODUCTION AND DESIGN OF THE

STUDY

II REVIEW OF LITERATURE

III PROFILE OF THE STUDY

IV ANALYSIS AND INTERPRETATION

V FINDINGS, SUGGESTIONS,
CONCLUSION

REFERENCES AND BIBILOGRAPHY

APPENDIX
 LIST OF TABLES
TAB LE PARTICULARS PAGE NO
4.1 Table showing the residential area of the respondents

4.2 Table showing the gender of the respondents

4.3 Table showing the age group of the respondents
4.4 Table showing the influence of ads by the respondents
4.5 Table showing offers influence buying by respondents
4.6 Table showing the earning members in family of the
respondents
4.7 Table showing the occupation of the respondents
4.8 Table showing the maximum price spent on soaps by
respondents
4.9 Table showing the using of Dove products of the
respondents
4.10 Table showing the feature to use dove product by the
respondents
4.11 Table showing the type of product liked by the respondents
4.12 Table showing the rank of consumer behavior of the
respondents
4.13 Table showing the knowledge about dove by the respondents
4.14 Table showing the thought on hearing the brand name
by the respondents
4.15 Table showing the satisfaction of product service of
the respondents
4.16 Table showing the ratings on various products of dove by
respondents
4.17 Table showing the problems faced by the respondents
4.18 Table showing source of purchase of dove products
4.19 Table showing the willingness of respondents to try further
products of dove

4.20 Table showing the budget plan for toiletries by the respondents
 LIST OF CHARTS
CHART PARTICULARS PAGE NO
4.1.1 Chart showing the residential area of the
respondents
4.2.1 Chart showing the gender of the respondents
4.3.1 Chart showing the age group of the respondents
4.4.1 Chart showing the influence of ad by the respondent
4.5.1 Chart showing the offers influence buying of the
respondents
4.6.1 Chart showing the earning members in family of the
respondents
4.7.1 Chart showing the occupation of the respondents
4.8.1 Chart showing maximum price spent on bath soaps
by respondents
4.9.1 Chart showing the using of dove by the
respondents
4.10.1 Chart showing the feature to use of dove by the
respondents
4.11.1 Chart showing the reason for choosing dove
different from others by the respondents
4.12.1 Chart showing the rank of consumer behavior of the
respondents
4.13.1 Chart showing the knowledge about of the
respondents
4.14.1 Chart showing the thought on hearing the brand
name by the respondents
4.15.1 Chart showing the satisfaction of product service of
the respondents
4.16.1 Chart showing the ratings on various products by the
respondents
4.17.1 Chart showing the problems faced by the
respondents
4.18.1 Chart showing the source of purchase by the
respondents
4.19.1 Chart showing the respondents willingness to try
further products of dove
4.20 Chart showing the budget plan of the respondents
 CHAPTER I

INTRODUCTION AND DESIGN OF THE

STUDY
 “MARKET STUDY ON DOVE PRODUCTS”

INTRODUCTION

The beauty soap industry has a few major producers of which Unilever holds
market share of slightly less than 50%. Other competing brands like Tibbet,
Aromatic and Keya have started to have a strong consumer base, but DOVE's
product features distribution and promotional activities have created high brand
loyalty for which it is still the market leader. Unilever, with the aid of its heavy
promotional activities, has been able to penetrate the market. But the other
producers in the industry are posing a threat towards Unilever's market share as
they have moved towards the rural masses of the population. Therefore, Unilever
should undertake further steps such as moving towards the rural and/or poorer
segment; attract children (by making a special product for kids) and other
innovative promotional activities to retain its command in the industry. This study
is attempt to analyse the consumer behaviour and market perception on dove
products.

STATEMENT OF THE PROBLEM

This report is an outcome of an analysis of market perception of Unilever Ltd. The

main purpose of the report is to find market situation of its world famous beauty
product, DOVE, the positive and negative aspects of those strategies. The report
further analyzes the position of Unilever Ltd. in the industry in comparison to its
competitors. The report discusses the process of using market situation, consumer
behaviour, consumer perception, pricing, promotional and distribution strategies
and a competitive analysis.
OBJECTIVES OF THE STUDY

1. To study the consumers awareness for various brands of Dove

Products.
2. To find the different reasons of consumer brand preference towards
the Dove products.
3. To study the consumers satisfaction towards the purchase and the
use of Dove products.
4. To study the product service towards the consumer satisfaction.

SCOPE OF THE STUDY

This study emphasis in the following scope:

1. To identify the consumer level of satisfaction upon the dove

products.

2. To conduct further research on toiletries industries to help that

organization.

3. It is helpful to identify the consumer behaviour towards dove

products.

4. This study is helpful to the organization for identifying the area of

dissatisfaction of the consumers.

5. This study helps to make a managerial decision to the company.

6 This study is useful to the management of the company to know the

satisfaction levels of consumers and retailers and they can take
measures to increase productivity.
RESEARCH METHODOLOGY:

The Research Methodology comprises of defining and

redefining problems, collecting, organizing and evaluating data,
making decisions and researching to conclusions.

AREA OF THE STUDY:

Area of the study refers to the place where the research has
been made. The area selected for the research study is the
Coimbatore City.

SAMPLE SIZE/ DESIGN:

Survey method was adopted for data collection regarding the

Consumers perception towards dove products. For collecting the data, a survey
questionnaire was distributed through online. After receiving the distributed
questionnaires, data analysis was performed. A convenient sampling method was
adopted for questionnaires distribution. A total of 123 questionnaires were
distributed and found valid for further analysis

DATA COLLECTION:

The data collected in the research is both primary and secondary data.

Primary Data:

Primary data is collected directly from the

respondents through a structured questionnaire.
 Secondary Data:

Secondary data is collected from the internet, journals,

websites etc.

STATISTICAL TOOLS TO BE USED:

The following are the Statistical Tool is used:

Simple Percentage Analysis

Percentage refers to a simple kind of ratio. It is used to

make comparison between two or more series of data. They can
be used to compare the relative items, the distribution of two or
more series of data since the percentage reduce everything as
common base and allow the meaningful comparisons to be made.
Percentage Analysis has been used to find out the portion of the
respondents who are catered to a particular choice of option given
in the questionnaires.

Percentage (%) = No. of Responses × 100

Total Number of Respondents

LIMITATIONS OF THE STUDY:

 Only one brand image of Dove products is being taken into

consideration which limits the finding.

 The study is limited to Dove products used by consumers

within a specific locality. Its conditions cannot be applied to
the whole industry at national level.

 The tools and techniques used in the present study are not
out of the verge of certain limitations of their own which also
applies to the study.

 The primary data have been collected through questionnaire

from the respondents of selected products. So there are the
possibilities of errors in the opinions of the respondents
which apply to the present study.
 CHAPTER SCHEME:

CHAPTER 1

Chapter 1 consists of introduction about Unilever products, Problem

Statement of Dove products. It also contains the objectives of the present
study, scope and limitations of the study.

CHAPTER 2

Chapter 2 comprises of review of literature of various studies. Several studies

regarding toiletries product has been analyzed in order to have a clear and
empirical view on the topic.

CHAPTER 3

Chapter 3 consists of the clear profile of the study

CHAPTER 4

Chapter 4 involves the analysis made with the data. This chapter ensures in
attaining the objectives of the study.

CHAPTER 5

Chapter 5 comprises of findings of the research and relevant conclusion regarding the
dove products.
 CHAPTER II
REVIEW OF LITERATURE
 REVIEW OF LITERATURE

1.Kurtzleben, Danielle. "Do Dove and Axe Sell the Same Message?". US News
and World Report. Retrieved 21 January 2014.

2.Taylor, Corina. "Dove's Real Beauty is bogus". Canada.com. Retrieved 21

January 2014.

3.Slawson, Nicola (2017-10-08). "Dove apologises for ad showing black woman

turning into white one". the Guardian. Retrieved 2018-04-24.

4.Nicola Slawson: Dove apologises for ad showing black woman turning into
white one The Guardian, 8 October 2017;

5.Maggie Astor: Dove Drops Ad After It Draws Criticism for Being Racist
The New York Times;

6.Casey Quackenbush: Dove Apologizes After Body Wash Ad Is Slammed For

Being Racist Time Magazine;

7.Sinha (2003) reported that Indian Shoppers seek emotional value than on
the functional value. Their orientation is based more on the entertainment
value than on the functional value. The orientation is found to be affected
primarily by the type of store, the frequency of buying and to some extent by
the socio-economic classification. The retailers need to experiment with a
format that attracts both types of shoppers. Research suggested that beauty
consciousness among people in general is changing.
8. Lee and Labroo (2004) suggested that Consumers desire brands that are
easy to recognize and brands whose information is simple to understand.
Earlier research has shown that ease of processing may be perceptual or
conceptual in nature. Perceptual processing is feature-based and has more to
do with the ease of recognition. Perceptual processing ease benefits brand
choice in situations where all the brand choices are present in the
environment, as in a supermarket.

9.Paurav Shukla (2004) attempted to understand the brand switching

behavior of the customers, satisfaction, usage pattern of the customers and
product involvement. Cluster analysis was used for grouping the
characteristics across the categories and their effect on brand switching
behavior in correlation with satisfaction and involvement level and concluded
that product usage and level of satisfaction fails to explain the brand
switching, whereas product involvement has moderate impact on readiness to
switch.

10.Rajarashmi and Sudarsana (2004) revealed that, almost all the sample
respondents preferred branded products and if their favorite brand is not
available in the retail shop, they will go for another store and their favorite
brand. If it is not available in the market, the respondents are ready to
postpone their decision. The results revealed that factors affecting repurchase
intents vary across the two cultures.

11.Akagun, et al (2005) carried out a field study on Turkish women’s Brand

loyalty among Cosmetic products studied the level and pattern of Brand
loyalty among Turkish women was done. They have further tried to analyze
the relationship between demographic factors like age, education level, city
of residence and occupation and brand loyalty; the relationship between
factors that cause loyalty for and switching of brands and the Turkish
woman’s Brand loyalty behavior.
12.Rennick (1957) in an enquiry about the female working population
and the use of cosmetics found that people who are employed are
financially stable and more conscious of their appearance. He added that
consumers are able to purchase the cosmetic products according to their
desire.

13.Berelson and GA Steiner (1964) in his analysis on the the behaviour

of consumers found that the human behaviour is complex, varied,
obscurely motivated and becomes difficult to generalize and predict
action, thoughts and feelings of human.
 CHAPTER III

PROFILE OF THE COMPANY

PROFILE OF THE COMPANY
HISTORY

DOVE started its life in 1957 in the US, with the revolutionary new beauty
cleansing bar. With its patented blend of mild cleansers and ¼ moisturizing cream,
Dove’s iconic beauty bar rinses cleaner than soap, leaving skin soft and smooth. It
is the no.1 dermatologist recommended brand in US, Canada and France and
finally endorsed across the world.

Dove is a personal care brand owned by Unilever originating in the United States.
Dove products are manufactured in Argentina, Australia, Bangladesh, Bulgaria,
Brazil, Canada, China, Egypt, Germany, Hong Kong, India, Indonesia, Iran, Israel,
Ireland, Japan, Mexico, Netherlands, Pakistan, Philippines, Poland, South Africa,
South Korea, Thailand, Turkey, Russia and the United States.

The products are sold in more than 150 countries and are offered for both women,
men, and babies. Dove's logo is a silhouette profile of the brand's namesake bird.
Vincent Lamberti was granted the original patents related to the manufacturing of
Dove in the 1950s, while he worked for Lever Brothers.

Product lines
Products include: antiperspirants/deodorants, body washes, beauty bars,
lotions/moisturizers, hair care, or facial care products. Dove is primarily made
from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal
fats (tallow). In some countries, Dove is derived from tallow, and for this reason it
is not considered vegan, unlike vegetable oil based soaps.

Unilever launched a men's toiletries range in January 2010, branded "Dove Men +
Care". In November 2013, Steve Bell of Macon, Georgia, won the Dove
Men+Care Hair "King of the Castle Home Upgrade" contest, receiving a home
upgrade and consultation with Jonathan Scott of Property Brothers.
AD CONTROVERSY

In May 2011, Dove prompted criticism and accusations of racism after publishing
an advert for their body wash showing three women with different skin tones side
by side in front of a "before and after" image of cracked and smooth skin, with a
black woman below the "before" and a white woman below the "after".

In October 2017, a three second video for Dove body lotion posted on their page
on Facebook in the United States prompted criticism and accusations of racism.[4]
The video clip showed a black woman removing her T Shirt to reveal a white
woman, who then lifts her own T Shirt to reveal an Asian woman. The full thirty
second television advert version included seven women of different races and ages.

The ad sparked criticism, leading Dove to remove the advert, saying it “deeply
regret(ted) the offence it caused.” Dove further stated that the "video was intended
to convey that Dove body wash is for every woman and be a celebration of
diversity..." The black woman in the advert, Lola Ogunyemi, said the advert had
been misinterpreted and defended Dove.[5]

SOCIAL MISSION

Dove has been working to make beauty a source of confidence and

not anxiety. Dove’s social mission is to ensure that the next generation grows up
enjoying a positive relationship with the way they look, to help them raise their self
esteem and realize their full potential.

UNILEVER PRODUCTS

Unilever is one of the world's largest and leading multinational companies;

Unilever commenced their business activities on a larger scale by setting up their
first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over
the last four decades the company is trying to significantly contribute towards the
augmentation of the standard of living by bringing world class high quality
products at the door step of their customers.
The usage of Unilever products by over 90% of the people in Bangladesh stands a
testimony to their successful operation. . Their array of products show that they
produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair
care, personal grooming, and tea based beverage products under worldwide famous
brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk,
Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.
 References
1.
 "Dove® Men+Care™ Hair Crowns "King of the Castle Home Upgrade" Winner".
www.prnewswire.com. 22 November 2013. Retrieved 15 May 2020.
  Kurtzleben, Danielle. "Do Dove and Axe Sell the Same Message?". US News and World Report.
Retrieved 21 January 2014.
  Taylor, Corina. "Dove's Real Beauty is bogus". Canada.com. Retrieved 21 January 2014.
  Slawson, Nicola (2017-10-08). "Dove apologises for ad showing black woman turning into white
one". the Guardian. Retrieved 2018-04-24.
 Nicola Slawson: Dove apologises for ad showing black woman turning into white one The Guardian,
8 October 2017;
Maggie Astor: Dove Drops Ad After It Draws Criticism for Being Racist The New York Times;
Casey Quackenbush: Dove Apologizes After Body Wash Ad Is Slammed For Being Racist Time
Magazine;
Jeff Wicks: Dove extends olive branch over 'racist' ad The Times, 9 October 2017;
Natasha Bach: Dove Removes 'Racist' Ad That Seemed to Suggest Black Women Were Dirty Fortune;
Daniel Politi: Dove Apologizes for Ad That Shows Black Woman Turning Into a White Woman Slate,
8 October 2017;
Whitney Kimball: What Was Dove's Thought Process on This Racial Transformation Ad Jezebel,
8 October 2017;
Biba Kang: Dove’s apology for its Facebook advert is insulting to people of colour – ‘sorry you’re
offended’ really isn’t enough. Independent, 8 October 2017.
Dove faces PR disaster over ad that showed a black woman turning white CNBC, 9 October 2017.
Lola Ogunyemi: I am the woman in the 'racist Dove ad'. I am not a victim, The Guardian, 8 October 2017.
 CHAPTER IV
ANALYSIS AND INTERPRETATION
 ANALYSIS AND INTERPRETATION

TABLE: 4.1 RESIDENTIAL AREA

RESIDENTIAL
SI NO RESPONDENTS PERCENTAGE
AREA
1 RURAL 24 19.5

2 URBAN 24 19.5

3 SEMI URBAN 75 61

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the Residential Area of the

respondents. Among them 19.5% of the respondents are residing
at Rural, 19.5% of the respondents are residing at Urban, and the
remaining 61% of the respondents are residing at Semi urban.

Majority (61%) of the respondents are residing at Semi Urban.

80

70

60

50

40
RESPONDENTS
30 PERCENTAGE
20

10

0
RURAL URBAN SEMI URBAN

CHART: 4.1.1 RESIDENTIAL AREA

 TABLE: 4.2

GENDER
SI NO GENDER RESPONDENTS PERCENTAGE

1 FEMALE 65 52.8

2 MALE 58 47.2

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table shows out the total respondents taken for
the study, among them 52.8% of the respondents are female and
47.2% of the respondents are male.

Majority of the respondents are belonging to the female category.

 CHART: 4.2.1

GENDER

70

60

50

40
respondents
30 percentage

20

10

0
female male
 TABLE: 4.3 AGE
SI NO AGE RESPONDENTS PERCENTAGE

1 18-25 50 40.7

2 26-35 38 30.9

3 36-45 22 17.8

4 ABOVE 45 13 10.6

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the Age group of the

respondents. Among the respondents 40.7% are belong to the age
group 18-25, 30.9% of the respondents are in the age group 26-
35, 17.8% of the respondents are in the age group 36-45 and
remaining 10.6% are in the age group of Above 45.

Majority (40.7%) of the respondents are in the Age Group of 18-25.

 Chart 3.1

AGE

50

45

40

35

30

25
RESPONDENTS
20 PERCENTAGE
15

10

0
18-25 26-35 36-45 ABOVE 45
 TABLE: 4.4

HAVE YOU TRIED VARIANTS OF DOVE PRODUCTS AFTER SEEING

ADVERTISEMNETS

SI NO USE OF DOVE RESPONDENTS PERCENTAGE

PRODUCTS

1 YES 52 42.3

2 NO 71 57.7

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents that advertisement influence on

buying of dove products by the respondents. Among them 42.3%
of the respondents have tried and 57.7% of the respondents have
not tried products due to influence of advertisements.

Majority (57.7%) of the respondents have not tried dove products as the influence
of advertisements.
 CHART.4.4.1
INFLUENCE OF ADVERTISEMENTS

80

70

60

50

40 RESPONDENTS
PERCENTAGE
30

20

10

0
yes no
 TABLE: 4.5
OFFERS THAT INFLUENCE BUYING

SI NO OFFERS RESPONDENTS PERCENTAGE

1 DISCOUNT 12 9.8

2 FREE GIFTS 58 47.2

3 COUPON 34 27.6

4 OTHERS 19 15.4

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the offers that influence the

buying behavior of the respondents. Among them 9.8% of the
respondents need discounts, 47.2% of the respondents
qualification needs free gifts, 7.6% of the respondents
qualification are influenced by coupons and the remaining 19% of
the respondents have other influences.

Majority (47.2%) of the respondents are influenced by free gifts.

 CHART 4.5.1

OFFERS INFLUENCE BUYING

70

60

50

40 respondents

30 percentage

20

10

0
discount free gift coupon other
 TABLE: 4.6

EARNING MEMBERS IN FAMILY

EARNING
SI NO MEMBERS IN RESPONDENTS PERCENTAGE
FAMILY
1 Upto 2 Members 39 31.6

2 3-4 Members 37 30.1

3 4-5 Members 27 22

4 Above 5 20 16.3

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the number of the earning

members of the family. Among them 31.6% of the family are
upto 2 earning members, 30.1% of the family are 3-4 earning
members, 33% of the family are 4-5 earning members and the
remaining 16.3% of the family are more than 5 earning members.

Majority (31.6%) of the family earning members are upto 2 members.

 TABLE.4.6.1
EARNING MEMBERS IN THE FAMILY

40

35

30

25

20 RESPONDENTS
PERCENTAGE
15

10

0
2 3 to 4 4 to 5 above 5
 TABLE: 4.7 OCCUPATION
SI NO OCCUPATION RESPONDENTS PERCENTAGE

1 GOVT EMPLOYEES 16 13

2 STUDENTS 51 41.4

3 PRIVATE EMPLOYEES 35 28.5

4 OTHERS 21 17.1

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the Occupation of the

respondents. Among them 13% of the respondents are
Government Employees, 41.4% of the respondents are Private
Employees, 28.5% of the respondents are Students and the
remaining 17.1% of the respondents are engaged in other
Occupations.

Majority (41.4%) of the respondents are students.

 CHART: 4.7.1
OCCUPATION

60

50

40

30 Respondents
Percentage

20

10

0
govt students pvt others
 TABLE: 4.8

MAXIMUM PRICE SPENT ON A STANDARD SOAP

SI NO PRICE RESPONDENTS PERCENTAGE

1 20 to 30 25 20.3

2 30 to 40 28 22.8

3 40 to 50 37 30.1

4 50 to 60 33 26.8

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the maximum price spent on

bathing soaps by the respondents. Among them 20.3% of the
respondents are spending 20 rupees to 30 rupees, 22.8% of the
respondents are spending 30 to 40 rupees, 30.1% of the
respondents are spending between 40 to 50 and the remaining
26.8% of the respondents are spending above 50 rupees.

Majority (30.1%) of the respondents are spending a maximum of 40

rupees to 50 rupees on bath soaps.
 CHART:4.8.1
MAXIMUM PRICE SPENT ON BATH SOAPS

40

35

30

25

20

RESPONDENTS PERCENTAGE
15

10

0
20-30 30-40 40-50 <50
 TABLE: 4.9

USING OF DOVE PRODUCTS

USING OF DOVE
SI NO PRODUCTS RESPONDENTS PERCENTAGE

1 LESS THAN 1 YEAR 22 17.9

2 1-2 YEARS 32 26

3 2-4 YEARS 36 29.3

4 ABOVE 4 YEARS 33 26.8

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the using of DOVE

PRODUCTS of the respondents. Among them 17.9% of the
respondents are using less than 1 year, 26% of the respondents are
using between 1-2 years, 29.3% of the respondents are using
between 2-4 years and the remaining 26.8% of the respondents
are using for more than 4 years.

Majority (29.3%) of the respondents are using DOVE between 2-4 years.
 CHART:4.9.1
USING OF DOVE PRODUCTS

40

35

30

25

20 Respondents
percentage
15

10

0
> 1 yr 1 to 2 2 to 4 < 4 yrs
 TABLE: 4.10 FEATURE TO USE DOVE

FEATURE TO USE
SI NO RESPONDENTS PERCENTAGE
DOVE
1 PRICE 18 14.7

2 QUALITY 48 39

3 BRAND NAME 32 26

4 ADVERTISEMENTS 25 20.3

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the feature to use DOVE

PRODUCTS from the respondents. Among them 14.7% of the
respondents are using for their price, 39% of the respondents are
using for its quality, 26% of the respondents are using for their
brand name and the remaining 20.3% of the respondents are
using by its attraction in their advertisements.

Majority (39%) of the respondents are using dove products

for its quality with the customers.
 CHART:4.10.1
FEATURE TO USE DOVE PRODUCTS

50
45
40
35
30
25 Res

20 per

15
10
5
0
price quality brand advt
 TABLE: 4.11

TYPE OF PRODUCT LIKED BY USERS

SI NO TYPE RESPONDENTS PERCENTAGE

1 BODY WASH 12 9.8

2 DOVE SOAPS 58 47.2

3 SHAMPOOS 34 27.6

4 OTHERS 19 15.4

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the Type of Dove products liked

by the users by the respondents. Among them 9.8% of the
respondents like body wash, 47.2% of the respondents liked dove
soaps, 27.6% of the respondents like shampoos and the remaining
19% of the respondents have other types being liked by them.

Majority (47.2%) of the respondents like to use dove soaps.

 CHART:4.11.1

TYPE OF DOVE PRODUCT PREFERED

60

50

40

30 Respondents

Percentage

20

10

0
body wash soaps shampoos other
 TABLE: 4.12

RANK THE CONSUMER BEHAVIOUR TOWARDS

DOVE PRODUCTS

FACTORS MEAN RANK RANK

OTHER 2.69 V

QUALITY 3.14 I
ADVERTISEMENTS 3.02 IV
BRAND NAME 3.10 II
PRICE 3.06 III
SOURCE: Primary Data

Interpretation:

The above table shows the rank of the consumer behavior

towards the Dove products. First Rank is given to the Quality
with 3.14 Mean Rank, second rank is given to Brand name with
3.10 Mean Rank, third rank is given to price with 3.06 Mean
Rank, fourth rank is given to advertisements with 3.02 Mean
Rank and fifth rank is given to the other with 2.69 Mean Ranks.
Majority of the Consumer Behavior towards Dove products is based on the
Quality Factor.
 CHART:4.12.1
RANK OF CONSUMER BEHAVIOR

4.5

3.5

2.5
Respondents rank
2

1.5

0.5

0
quality advt brand price others
 TABLE: 4.13 KNOWLEDGE ABOUT DOVE PRODUCTS

KNOWLEDGE
SI NO RESPONDENTS PERCENTAGE
ABOUT DOVE
1 NEWSPAPER 12 9.8

2 ADVERTISEMENTS 54 43.9

3 FRIENDS 39 31.7

4 OTHERS 18 14.6

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the knowledge about the Dove

products to the respondents. Among them 9.8% of the
respondents are came to know through newspaper, 43.9% of the
respondents are came to know through advertisements, 31.7% of
the respondents came to know through friends and the remaining
14.6% of the respondents are came to know through other modes.

Majority (43.9%) of the respondents came to know about the

Dove Products through Advertisements.
 CHART:4.13.1

KNOWLEDGE ABOUT DOVE PRODUCTS

60

50

40

30 Respondents

Percentage

20

10

0
newspaper advt friends others
 TABLE: 4.14

THOUGHT ON HEARING THE BRAND NAME

THOUGHT ON
SI NO HEARING BRAND RESPONDENTS PERCENTAGE
NAME

1 MUSIC 28 22.8
BRAND
2 35 28.5
AMBASSADOR
3 THEME OF 46 37.3
ADVERTISING
4 OTHERS 14 11.4

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the thought on hearing the

Brand name DOVE by the respondents. Among them 22.8% of
the respondents think the theme of advertising on hearing the
brand name Dove, 28.5% of the respondents think the brand
ambassador on hearing the brand name, 37.3% of the respondents
think the music on hearing the brand name and 11.4% of the
respondents think the other things on hearing the brand name.

Majority (37.3%) of the respondents think about the theme of

advertising on hearing the brand name DOVE.
 CHART:4.14.1

THOUGHT ON BRAND NAME

50

45

40

35

30

25
Respondents
20
Percentage
15

10

0
music ambassador theme of advt others
 TABLE: 4.15

SATISFACTION ON PRODUCT SERVICE

SATISFACTION OF
SI NO PRODUCT RESPONDENTS PERCENTAGE
SERVICE
1 YES 85 69.1

2 NO 28 30.9

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the satisfaction of product

Service to the customers. Among them 69.1% of the respondents
are satisfied with the product service and the remaining 30.9% of
the respondents are not satisfied on the product service.

Majority 69.1% of the respondents has been satisfied with the product
service.
 CHART:4.15.1

SATISFACTION ON PRODUCT SERVICE

90

80

70

60

50

40 Resppondents Percentage

30

20

10

0
yes no
 TABLE: 4.16

RATING ON VARIOUS PRODUCTS BY DOVE

RATING ON
SI NO VARIOUS RESPONDENTS PERCENTAGE
PRODUCTS
1 EXCELLENT 41 33.3

2 GOOD 51 41.5

3 AVERAGE 18 14.6

4 POOR 13 10.6

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the rating on various products

of DOVE by the respondents. Among them 33.3% of the
respondents has given excellent rating for DOVE products, 41.5%
of the respondents has given good rating, 14.6% of the
respondents has given that the plans given by the average and the
remaining 10.6% of the respondents has given poor rating for
DOVE products.

Majority (41.5%) of the people has given the rating that the product given by
DOVE is good.
 CHART:4.16.1
RATING ON DOVE PRODUCTS

60

50

40

30 Respondents
percentage
20

10

0
excellent good avg poor
 TABLE: 4.17

PROBLEM FACED RELATED TO DOVE PRODUCTS

PROBLEM FACED
SI NO RELATED TO RESPONDENTS PERCENTAGE
DOVE PRODUCTS
1 ALWAYS 22 17.9

2 SOMETIMES 79 64.2

3 NEVER 22 17.9

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents the problems faced related to

Dove products by the respondents. Among them 17.9% of the
respondents are always facing problems related to dove products,
64.2% of the respondents are sometimes facing the problems
related to dove products and the remaining 17.9% of the
respondents are never facing any problems related to dove
products.

Majority 64.2% of the respondents are sometimes facing the problems faced
related to DOVE PRODUCTS.
 CHART:4.17.1
PROBLEMS FACED

80

70

60

50
Respondents
40
Percentage
30

20

10

0
always sometimes never
 TABLE: 4.18
SOURCE FOR PURCHASE OF PRODUCTS
SOURCE
SI NO RESPONDENTS PERCENTAGE
OF PURCHASE

1 RETAIL SHOPS 30 24.4

2 DEPARTMENTAL 38 30.9
STORES
3 ONLINE SHOP 37 30.1

4 OTHERS 18 14.6

TOTAL 123 100

SOURCE: Primary Data

Interpretation:
The above table represents the Source of purchase of Dove
Products. Among them 24.4% of the respondents are choosing
retail shops, 30.9% of the respondents are using are choosing
departmental stores, 30.1% of the respondents are choosing
online shops remaining 14.6% of the respondents are using other
modes to buy the products of Dove.

Majority (30.9%) of the respondents are choosing departmental stores.

 CHART:4.18.1
SOURCE OF PURCHASE

50
45
40
35
30
25 Respondents

20 Percentage

15
10
5
0
retail departmental online other
 TABLE: 4.19

WOULD YOU TRY FURTHER PRODUCTS OF DOVE

SATISFACTION OF
SI NO PRODUCT RESPONDENTS PERCENTAGE
SERVICE
1 YES 85 69.1

2 NO 28 30.9

TOTAL 123 100

SOURCE: Primary Data

Interpretation:

The above table represents if the respondents would try

further products of dove they have not used before. Among them
69.1% of the respondents are willing to try the products of dove
and the remaining 30.9% of the respondents has responded in a
negative manner.

Majority 69.1% of the respondents are willing to try the further products
of dove that they have not used before.
 CHART:4.19.1

90

80

70

60

50

40 Resppondents Percentage

30

20

10

0
yes no
 TABLE: 20 - BUDGET PLAN OF CONSUMERS

S.NO BUDGET RESPONDENTS PERCENTAGE

1 NOT KEEPS 12 9.8
BUDGET
2 KEEPING 54 43.9
BUDGET
3 OCCASSINAL 39 31.7
BUDGETS
4 RARE 18 14.6
TOTAL 123 100

Interpretation:
The above table represents the Budget plan of
consumers for toiletries Products by the respondents.
Among them 9.8% of the respondents does not keeps
budget for toiletries products, 43.9% of the respondents
keep budget, 31.7% of the respondents keep occasional
budgets and the remaining 14.6% of the respondents rare
in the budget for toiletries product.

Majority (43.9%) of the respondents keeps the budget for purchase of

toiletry products.
 CHART:4.20.1

BUDGET PLAN OF CONSUMERS

60

50

40
Respondents
30
Percentage
20

10

0
don’t keeps occasional rare
 CHAPTER V

FINDINGS AND CONCLUSION

FINDINGS:

 Majority (61%) of the respondents are residing at Semi Urban.

 Majority of the respondents are belonging to the Female category.
 Majority (40.7%) of the respondents are in the Age Group of 18-25.
 Majority (57.7%) of the respondents are not influenced by ads.
 Majority (47.2%) of the respondents are influenced by free gifts.
 Majority (31.6%) of the family earning members are 4-5.
 Majority (41.4%) of the respondents are students.
 Majority (30.1%) of the respondents are spending a maximum
amount of rupees 40 – 50 on bathing soaps.
 Majority (29.3%) of the respondents are using dove products
between 2-4 years.
 Majority (39%) of the respondents are using dove for its
quality.
 Majority (30.9%) of the respondents are choosing dove
soaps than other products of dove.
 Majority of the Consumer Behavior towards dove is based on the
Quality factor.
 Majority (43.9%) of the respondents came to know about
the brand through Advertisements.
 Majority (37.3%) of the respondents think about the theme
of advertisement on hearing the brand name.

 Majority 69.1% of the respondents has been satisfied with

the dove products.

 Majority (41.5%) of the people has given the rating that the
products given by dove is good
 Majority (64.2%) of the respondents are sometimes facing
the problems faced related to the products of the dove.
 Majority (38.2%) of the respondents are buying dove
products from departmental stores.

 Majority (70%) of the respondents would like to use the other

products of dove they have not tried before.

 Majority (43.9%) of the respondents keeps the budget for purchase

of toiletry products.
 CONCLUSION:

This study was undertaken to examine the market

reputation towards dove products among the respondents and its
Marketing Performance based on their perception. It is concluded
from the study that majority of customers are aware of the
services offered by dove. The study also reveals that customers
are satisfied with the products offered by dove. Customers’
behaviour is widely varied in accordance with the different
products. Hence, the researcher concluded that the price and
quality has significant and positive Impact on customers’
behavior in selecting products. The brand name DOVE is also a
major thing for the consumer behaviour towards the products.

I have conclude that according to my research the brand

identity towards DOVE is high towards the respondents of the
people. The consumers who are using this product is also very
much satisfied towards it by proving through it by the chi square
analysis.
 REFERENCES

1.Kurtzleben, Danielle. "Do Dove and Axe Sell the Same Message?". US News
and World Report. Retrieved 21 January 2014.

2.Taylor, Corina. "Dove's Real Beauty is bogus". Canada.com. Retrieved 21

January 2014.

3.Slawson, Nicola (2017-10-08). "Dove apologises for ad showing black woman

turning into white one". the Guardian. Retrieved 2018-04-24.

4.Nicola Slawson: Dove apologises for ad showing black woman turning into
white one The Guardian, 8 October 2017;

5.Maggie Astor: Dove Drops Ad After It Draws Criticism for Being Racist
The New York Times;

6.Casey Quackenbush: Dove Apologizes After Body Wash Ad Is Slammed For

Being Racist Time Magazine;

7.Sinha (2003) reported that Indian Shoppers seek emotional value than on
the functional value.
8. Lee and Labroo (2004) suggested that Consumers desire brands that are
easy to recognize and brands whose information is simple to understand.
9.Paurav Shukla (2004) attempted to understand the brand switching
behavior of the customers, satisfaction, usage pattern of the customers and
product involvement.
 BIBLIOGRAPHY

1. www.unilever.in

2. https:/en.wikipedia.org/wiki/dove

3. www.dove.com

4. https:/www.dove.in./aboutdove
APPENDIX
 QUESTIONARRIE

1. Residential Area
a)Rural b)Urban c)Semi Urban

2. Gender

a)Male b)Female

3. Age Group
a)18-25 b)26-35 c)36-45 d)Above45

4. have u tried new

products by influence
of advertisements

a)yes b)no

5. Offers that influence you to buy

a) discount b)free gifts c)coupon d)Others

6. Number of earning members in your family?

a)Upto 2 Members b)3-4 Members c)4-5 Members d)Above 5

7. Occupation
a)Govt Employees b)Private Employees c)Students d)Others

8. Maximum amount
spent on bath soaps?
a) 20-30 b)30-40 c)40-50 d)Above 50
9. How many years are you using dove products?
a) less than a year b)1-2 years c)2-4 years d)Above 4
years

10. Which feature is convinced you to use dove?

a)quality b)brand name c)price d)Advertisement

11. What type of product from dove do u like?

a) shampoo b)soap c)body wash d)Others

12. Rank the Consumer Behaviour towards dove

quality
Brand name
durability
price
others

13.How did you came to know about dove?

a) Newspaper b)Advertisements c)Friends d)Others

14.What comes to your mind when you hear the brand name dove?

a)Theme of Advertising b)Brand Ambassador c)Music d)Others

15.Are you satisfied with the products of dove?

a)Yes b)No
 16.How do you rate various products offered by dove?

a) Good b)Good c)Average d)Poor

17.Have you ever faced problem related

to the dove?

a)Always b)Sometimes c)Never

18.source of purchase of dove products?

a)departmental store b)retail shop c)online stores d)others

19.would you like to try the further products of dove ?

a)yes b)no

20.budget plan for the use of toiletry products?

a)keeps budget b)not keeping budget c)occasional budget d)rare

21) suggestions If any ?

THANK YOU