A STUDY ON CUSTOMER

SATISFACTION TOWARDS LUX

SOAP.

1
 CONTENTS

CHAPTER NO PARTICULER PAGE NO

CHAPTER-I INTRODUCTION&DESIGN OF STUDY
1.1 Introduction 1
1.2 Review of literature 2
1.3 Objectives 3
1.4 Research Methodology: 4
1.5 Area of Study 4
1.6 Chapter Scheme 5
CHAPTER-II CONPANY PROFILE
2.1 Introduction 6
2.2 History 6
2.3 Profile 8
2.4 Mission and Vision 8
2.5 Products of the brand 9
2.6 Organization chart 11
2.7 Data collection method 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
2
S.NO PARTICULARS PAGE NO
1 GENDER OF RESPONDENTS 13
2 SHOWING THE AGE LEVEL OF THE RESPONDENTS 15
3 SHOWING THE OCCUPATION OF THE RESPONDENTS 17
4 SHOWING THE FAMILY'S MONTHLY INCOME OF THE 19
RESPONDENTS
5 SHOWING THE RESPONDENTS USING LUX SOAP 21
6 SHOWING THE FREQUENCY OF PURCHASE 23
7 SHOWING THE NO OF SOAP NEEDED EVERY MONTH 25
8 SHOWING THE INFLUENCES OF PURCHASE 27
9 SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP 29
10 SHOWING THE DISLIKES OF THE RESPONDENTS 31
11 SHOWING THE RESPONDENT’S CHANGE IN BRAND OF 33
THE SOAP
12 SHOWING THE FREQUENCY OF CHANGE IN BRAND 35
13 SHOWING THE BRAND OF SOAP USED 37
14 SHOWING THE EASY AVAILABILITY OF THE SOAP 39
15 SHOWING THE AWARENESS OF THE SOAP 41
16 SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT 43
17 SHOWING CELEBRITY ENDORSEMENT PROMPT ON 45
PURCHASES
18 SHOWING THE EFFECT OF LUX SOAP ON HEALTH 47
19 SHOWING THE PREFERED FLAVOUR OF LUX SOAP 49
20 SHOWING THE OFFERS THAT INFLUENCES THE 51
PURCHASE
21 SHOWING THE SIZE OF THE SOAP 53

3
 LIST OF CHARTS
S.NO PARTICULARS PAGE NO
1 GENDER OF RESPONDENTS 14
2 SHOWING THE AGE LEVEL OF THE RESPONDENTS 16
3 SHOWING THE OCCUPATION OF THE RESPONDENTS 18
4 SHOWING THE FAMILY'S MONTHLY INCOME OF THE 20
RESPONDENTS
5 SHOWING THE RESPONDENTS USING LUX SOAP 22
6 SHOWING THE FREQUENCY OF PURCHASE 24
7 SHOWING THE NO OF SOAP NEEDED EVERY MONTH 26
8 SHOWING THE INFLUENCES OF PURCHASE 28
9 SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP 30
10 SHOWING THE DISLIKES OF THE RESPONDENTS 32
11 SHOWING THE RESPONDENT’S CHANGE IN BRAND OF 34
THE SOAP
12 SHOWING THE FREQUENCY OF CHANGE IN BRAND 36
13 SHOWING THE BRAND OF SOAP USED 38
14 SHOWING THE EASY AVAILABILITY OF THE SOAP 40
15 SHOWING THE AWARENESS OF THE SOAP 42
16 SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT 44
17 SHOWING CELEBRITY ENDORSEMENT PROMPT ON 46
PURCHASES
18 SHOWING THE EFFECT OF LUX SOAP ON HEALTH 48
19 SHOWING THE PREFERED FLAVOUR OF LUX SOAP 50
20 SHOWING THE OFFERS THAT INFLUENCES THE 52
PURCHASE
21 SHOWING THE SIZE OF THE SOAP 54

4
 CHAPTER-I

INTRODUCTION OF THE STUDY

CHAPTER-I
5
 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.

Customer satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its services exceeds specified
satisfaction goals." Expectations are a key factor behind satisfaction. When customers have
high expectations and the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. The importance of customer satisfaction diminishes when a
firm has increased bargaining power.

Measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace."Customer satisfaction
is measured at the individual level, but it is almost always reported at an aggregate level. It can
be, and often is, measured along various dimensions. As research on consumption experiences
grows, evidence suggests that consumers purchase goods and services for a combination of two
types of benefits: hedonic and utilitarian.

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.

1.2 REVIEW OF LITERATURE:

6
 According to Herrmann et al. (1992), price perceptions directly influence satisfaction
judgments: “The research demonstrated the influence of perceived price fairness on satisfaction
judgments empirically.”
According to Xia et al. (2004), price fairness refers to consumers’ assessments of
whether a seller’s price is reasonable, acceptable or justifiable. In a separate study on factors
affecting customer satisfaction, the authors found that “charging a fair price helps to develop
customer satisfaction and loyalty.”
Herrmann et al. (2007) told that customer satisfaction is directly influenced by price
perceptions, albeit indirectly, through the perception of price fairness. The price fairness itself
and the way it is fixed and offered have a great impact on satisfaction.
Eugene Anderson reported in the study: “The findings imply that increasing customer
satisfaction is likely to decrease price elasticity of demand. In particular, the findings imply a 1
percent increase in customer satisfaction should be associated with a 0.60 percent decrease in
price sensitivity.”
In 1995, a Harvard Business Review article by Thomas Jones and Earl Sasser Jr. came
up with the “satisfied customers defect.” This theory debunked the clout of customer
satisfaction. R.L. Oliver’s Expectations Confirmation Theory held that customer satisfaction
could be defined by measuring the gap between the customer’s expectations and his or her
perception of whether those expectations had been met.

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.

Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance (or outcome) in
relation to his or her expectations”. According to Hansemark and Albinsson (2004),
“satisfaction is an overall customer attitude towards a service provider, or an emotional reaction
to the difference between what customers anticipate and what they receive, regarding the
fulfillment of some need, goal or desire”.

According to Hokanson (1995), these factors include friendly employees, courteous

employees, knowledgeable employees, helpful employees, accuracy of billing, billing
timeliness, competitive pricing, service quality, good value, billing clarity and quick service.
This is shown in figure 5 below.

7
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.

1.4 RESERCH METHODILOGY:

Marketing research means “the systematic gathering, recording, analyzing of data
about problems relating to the marketing of goods and service”. Marketing research-customer
satisfaction towards Lux soap. Customer satisfaction developed in the 1980s by Professor
Noriaki Kano that classifies customer preferences into five categories: Attractive, One-
Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the
product attributes which are perceived to be important to customers.

1.5 AREA OF STUDY:

The area of study was Coimbatore city.

8
1.6 CHAPTER SCHEME

Study consists of the following chapter

Chapter I

Introduction, review of literature and objectives of the study

Chapter II

Introduction about a study on customer satisfaction level towards Lux soap.

Chapter III

Analysis and interpretation

Chapter IV

Summery of findings, suggestion and conclusions.

9
 CHAPTER-II
INTRODUCTION TO LUX SOAP

10
 CHAPTER-II
2. INTRODUCTION TO LUX SOAP

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

11
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.

12
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.

2.4 MISSION AND VISSION:

The mission of Lux is to embrace consumer’s new expectation, to maintain good
governance, product quality and long experience of working with communities. Their vitality
mission will focus brands on meeting consumer needs arising from the biggest issues around the
world today-aging populations, urbanization, changing diets and life style.
It is the vision of Lux soap to give woman that million dollar feelings every time they
use the Lux product be it one of their fragrant beauty soaps or refreshing body washes. Lux
believes beauty does not have to be a chorc and brings a combination of fun, pleasure and
comfort to women's beauty routines all over the world.

13
2.5 PRODUCTS OF THE BRAND:

STRAWBERRY & CREAM:

PEACH & CREAM:

SANDAL & CREAM:

14
FRESH SPLASH:

LOTUS & CREAM PURPLE:

15
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2.6 ORGANIZATIONAL CHART:

16
2.7DATA COLLETION METHOD

Both primary data and secondary data were collected for doing research. The methods of data
collection used were.

PRIMARY DATA

The information collected under “primary data” is mainly based on personal

discussions with the customers of coup area. A structured questionnaire is used to collect the
primary data.

SECONDARY DATA

The secondary data was obtained through the dealers, sales record, and internet also
from various books and journals.

TOOL FOR ANALYZING DATA

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 ¿

17
 CHAPTER-III

ANALYSIS AND INTERPRETATION

18
 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.

Majority (82.0%) of the respondents are female.

19
 CHART NO 1

GENDER OF THE RESPONDENTS

26.5

26

25.5

25

24.5

24

23.5

23
MALE FEMALE

20
 TABLE 2

SHOWING THE AGE LEVEL OF THE RESPONDENTS

S.NO AGE NO OF RESPONDENTS PERCENTAGE (%)

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.

Majority (40.0) of the respondents are the group of 16-30 years.

21
 CHART NO 2

SHOWING THE AGE LEVEL OF THE RESPONDENTS

25

20

15

10

0
BELOW 15 16-30 31-50 ABOVE 50

22
 TABLE 3

SHOWING THE OCCUPATION OF THE RESPONDENTS

S.NO OCCUPATION NO OF RESPONDENTS PERCENTAGE (%)

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.

Majority (32.0%) of the respondents are students.

23
 CHART NO 3

SHOWING THE OCCUPATION OF THE RESPONDENTS

18

16

14

12

10

0
STUDENT PROFESSIONAL BUSINESS HOMEMAKER

TABLE 4

SHOWING THE FAMILY'S MONTHLY INCOME OF THE

24
 RESPONDENTS

S.NO INCOME NO OF RESPONDENTS PERCENTAGE (%)

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 :

25
 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

SHOWING THE FAMILY'S MONTHLY INCOME OF THE

RESPONDENTS

26
25

20

15

10

0
BELOW 10,000 10,000 - 20,000 20,000 -30,000 ABOVE 30,000

TABLE 5

27
 SHOWING THE RESPONDENTS USING LUX SOAP

S.NO USE LUX SOAP NO OF RESPONDENTS PERCENTAGE (%)

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

28
SHOWING THE RESPONDENTS USING LUX SOAP

35

30

25

20

15

10

0
YES NO

TABLE 6

29
 SHOWING THE FREQUENCY OF PURCHASE

FREQUENCY OF NO OF PERCENTAGE
S.NO PURCHASE RESPONDENTS (%)

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.

Majority (48.0%) of the respondents are buying monthly.

CHART NO 6

30
 SHOWING THE FREQUENCY OF PURCHASE

30

25

20

15

10

0
WEEKLY MONTHLY BIMONTHLY QUATERLY

TABLE 7

SHOWING THE NO OF SOAP NEEDED EVERY MONTH

NO OF PERCENTAGE
S.NO NO OF SOAP NEEDED EVERY MONTH RESPONDENTS (%)

1 1 9 18

2 2 28 56

31
 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.

Majority (56.0%) of the respondents need 2 soaps every month.

CHART NO 7

SHOWING THE NO OF SOAP NEEDED EVERY MONTH

32
30

25

20

15

10

0
1 2 3 OTHERS

TABLE 8

33
 SHOWING THE INFLUENCES OF PURCHASE

INFLUENCES OF NO OF PERCENTAGE
S.NO PURCHASE RESPONDENTS (%)

1 PRICE 9 18

CELEBRITY
2 ADVERTISEMENT 25 50

3 QUALITY & QUANTITY 10 20

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.

Majority (50.0%) of the respondents are influenced by celebrity advertisement.

CHART NO 8

34
 SHOWING THE INFLUENCES OF PURCHASE

30

25

20

15

10

0
PRICE CELEBRITY ADVERTISEMENT QUALITY & QUANTITY PACKAGE

35
 TABLE 9

SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP

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.

Majority (38.0%) of the respondents like its perfume.

36
 CHART NO 9

SHOWING THE RESPONDENTS LIKINGS TOWARDS SOAP

20

18

16

14

12

10

0
PERFUME COLOUR HYGIENE PROTECT SKIN

37
 TABLE 10

SHOWING THE DISLIKES OF THE RESPONDENTS

DISLIKES OF THE NO OF PERCENTAGE

S.NO RESPONDENTS RESPONDENTS (%)

1 LACK OF AWARENESS 15 30

2 LACK OF AVAILABILITY 13 26

3 YOU FIND IT EXPENSIVE 18 36

4 YOU DON'T LIKE THE PRODUCT 3 6

  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.

38
 CHART NO 10

SHOWING THE DISLIKES OF THE RESPONDENTS

20

18

16

14

12

10

0
LACK OF AWARENESS LACK OF AVAILABILITY YOU FIND IT EXPENSIVE YOU DON'T LIKE THE
PRODUCT

39
 TABLE 11

SHOWING THE RESPONDENT’S CHANGE IN BRAND OF THE

SOAP

S.NO CHANGE IN BRAND NO OF RESPONDENTS PERCENTAGE (%)

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

40
SHOWING THE RESPONDENT’S CHANGE IN BRAND OF THE
SOAP

35

30

25

20

15

10

0
YES NO

TABLE 12

SHOWING THE FREQUENCY OF CHANGE IN BRAND

41
 S.N FREQUENCY OF CHANGE IN NO OF PERCENTAG
O BRAND RESPONDENTS E (%)

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.

Majority (52.0%) of the respondents change the brand frequently.

CHART NO 12

SHOWING THE FREQUENCY OF CHANGE IN BRAND

42
30

25

20

15

10

0
ONCE TWICE THRICE MANY TIMES

TABLE 13

SHOWING THE BRAND OF SOAP USED

43
 S.NO 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.

Majority (62.0%) of the respondents prefers Lux soap.

CHART NO 13

SHOWING THE BRAND OF SOAP USED

44
35

30

25

20

15

10

0
LUX CINTHOL MEDIMIX NATURE POWER

45
 TABLE 14

SHOWING THE EASY AVAILABILITY OF THE SOAP

EASY AVAILABILITY OF THE NO OF PERCENTAGE

S.NO SOAP RESPONDENTS (%)

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.

46
 CHART NO 14

SHOWING THE EASY AVAILABILITY OF THE SOAP

40

35

30

25

20

15

10

0
YES NO

47
 TABLE 15

SHOWING THE AWARENESS OF THE SOAP

S.N AWARENESS OF THE NO OF PERCENTAGE

O SOAP RESPONDENTS (%)

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.

48
 CHART NO 15

SHOWING THE AWARENESS OF THE SOAP

40

35

30

25

20

15

10

0
YES NO

49
 TABLE 16

SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT

S.N EFFECTIVE FORM OF NO OF PERCENTAG

O ADVERTISEMENT RESPONDENTS E (%)

1 NEWS PAPER / MAGAZINE 4 8

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.

Majority (84.0%) of the respondents prefers TV advertisements.

50
 CHART NO 16

SHOWING THE EFFECTIVE FORM OF ADVERTISEMENT

45

40

35

30

25

20

15

10

0
NEWS PAPER / MAGAZINE STORE WINDOWS TV ADVERTISEMENTS INTERNET

51
 TABLE 17

SHOWING CELEBRITY ENDORSEMENT PROMPT ON PURCHASES

PURCHASES PROMPTED BY CELEBRITY NO OF PERCENTAGE

S.NO ENDORSEMENT RESPONDENTS (%)

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.

52
 CHART NO 17

SHOWING CELEBRITY ENDORSEMENT PROMPT ON PURCHASES

50

45

40

35

30

25

20

15

10

0
YES NO

53
 TABLE 18

SHOWING THE EFFECT OF LUX SOAP ON HEALTH

EFFECT OF LUX SOAP ON NO OF PERCENTAGES

S.NO HEALTH RESPONDENTS (%)

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
54
SHOWING THE EFFECT OF LUX SOAP ON HEALTH

35

30

25

20

15

10

0
YES NO

TABLE 19
55
 SHOWING THE PREFERED FLAVOUR OF LUX SOAP

NO OF PERCENTAGE
S.NO FLAVOUR OF LUX SOAP RESPONDENTS (%)
LOTUS AND CREAM
1 PURPLE 13 26
2 SANDAL 14 28
3 STRAWBERRY 16 32
4 PEACH 7 14
  TOTAL 50 100

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.

Majority (32.0%) of the respondents prefer strawberry flavor of Lux soap.

56
 CHART NO 19

SHOWING THE PREFERED FLAVOUR OF LUX SOAP

18

16

14

12

10

0
LOTUS AND CREAM SANDAL STRAWBERRY PEACH
PURPLE

TABLE 20
57
 SHOWING THE OFFERS THAT INFLUENCES THE PURCHASE

OFFERS INFLUENCING NO OF PERCENTAGE

S.NO PURCHASE RESPONDENTS (%)

1 DISCOUNT 19 38

2 BUY ONE GET ONE 13 26

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.

Majority (38.0%) of the respondents prefer discount offers.

CHART NO 20

58
SHOWING THE OFFERS THAT INFLUENCES THE PURCHASE

20

18

16

14

12

10

0
DISCOUNT BUY ONE GET ONE COMBO OFFERS FREE GIFTS

TABLE 21

59
 SHOWING THE SIZE OF THE SOAP

S.NO SIZE OF THE SOAP NO OF RESPONDENTS PERCENTAGE (%)

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.

Majority (58.0%) of the respondents prefer 100 gm size of the soap.

CHART NO 21

60
 SHOWING THE SIZE OF THE SOAP

350

300

250

200

150

100

50

0
1 2 3

61
 CHAPTER-IV

FINDINGS, SUGGESTIONS AND CONCLUSION

62
 CHAPTER-IV
4. FINDINGS, SUGGESTIONS AND CONCLUSION

4.1FINDINGS:
 Majority (82.0%) of the respondents are female.
 Majority (40.0) of the respondents are the group of 16-30 years.

 Majority (32.0%) of the respondents are students.

 Majority (44.0%) of the respondents are having their family monthly income of
 Rs.10000-20000.
 Majority (62.0%) of the respondents are saying yes.
 Majority (48.0%) of the respondents are buying monthly.
 Majority (56.0%) of the respondents need 2 soaps every month.
 Majority (50.0%) of the respondents are influenced by celebrity advertisement.
 Majority (38.0%) of the respondents like its perfume.
 Majority (36.0%) of the respondents say that they find the product expensive.
 Majority (58.0%) of the respondents do not change the brand of the soap
 Majority (52.0%) of the respondents change the brand frequently.

 Majority (62.0%) of the respondents prefers Lux soap.

 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.

 Majority (32.0%) of the respondents prefer strawberry flavor of Lux soap.

 Majority (38.0%) of the respondents prefer discount offers.
 Majority (58.0%) of the respondents prefer 100 gm size of the soap.

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4.2 SUGGESTIONS:
Lux is a generic brand widely used by all segment of society, so company should
consider all segment of society while launching its different types of product. Customer's
behaviour always looks for some extra benefit with purchasing. They demand for affordable
price for product and good schemes with purchasing.

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,…

64
 CHAPTER-V

BIBLIOGRAPHY AND APPENDIX

CHAPTER-V
65
 5. BIBLIOGRAPHY AND APPENDIX

BIBLIOGRAPHY

PHILIP KILTER KELLER :”Marketing Management”,

14th edition, sultan & sons 2001,

New Delhi.

KOTHARI C. R : “Research Methodology”,

2nd edition wishawaprakashan 1999.

New Delhi.

WEBSITE: http://www.slideshare.net/HarshPatel14/lux-report

66
 QUESTIONNAIRES

QUESTIONNAIRES

A STUDY ON CONSUMER’S SATISFACTION TOWARDS LUX SOAP.

1) Name :
67
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

6) Do you use Lux soap?

a) Yes
b) No

7) What is the frequency of purchase of the Lux soap?

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

68
 b) 2
c) 3
d) Others………..

9) What influences when you purchase the Lux soap?

a) Price
b) Celebrity advertisements
c) Quality & Quantity
d) Package

10) You like the Lux soap because of

a) Perfume
b) Color
c) Hygienic
d) Protect skin

11) If no, it is because:

a) Lack of awareness
b) Lack of availability
c) You find it expensive
d) You don’t like the product

12) Do you change from one brand of soap to another frequently?

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

69
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

15) Is Lux Soap easily available to you?

a) Yes
b) No

16) Have you ever seen the advertisements of the Lux soap?

a) Yes
b) No

17) Which is the most effective form of advertising according to you?

a) News papers / magazines

b) Store windows
c) TV Advertisements
d) Internet

18) Does celebrity endorsement prompt you to purchase Lux soap?

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)

a) Lotus and cream purple

b) Sandal

70
 c) Strawberry
d) Peach

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)

………………………………………………………………………………………

25) Do you have any suggestions?

………………………………………………………………………………………

71