“A STUDY ON CUSTOMER SATISFACTION WITH RESPECT

TO THE GREEN MARKETING AND GREEN PRODUCTS IN

THRISSUR”

Project report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

ARCHANA RAJKUMAR

(CCASBBAR19)

Under the supervision of

MS. KALPA SIVADAS (Asst.pro.)

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021
 CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION WITH RESPECT TO THE GREEN MARKETING AND
GREEN PRODUCTS IN THRISSUR” is a bona fide record of project done by
ARCHANA RAJKUMAR, Reg. No. CCASBBAR19, under my guidance and
supervision in partial fulfillment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION and it has not previously
formed the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. C.L. BABY JOHN Ms. KALPA SIVADAS

Co-ordinator Project Guide
 DECLARATION

I, ARCHANA RAJKUMAR, hereby declare that the project work entitled ”A

STUDY ON CUSTOMER SATISFACTION WITH RESPECT TO GREEN
MARKETING AND GREEN PRODUCTS IN THRISSUR” is a record of
independent and bonfire project work carried out by me under the
supervision and guidance of MISS.KALPA SIVADAS , asst. professor-on
contact and department of commerce and management studies, CHRIST
COLLEGE,IRINJALAKUDA.

The information and data given in the report is authentic to the best f my
knowledge. The repot has not been previously submitted for the award of
any degree, diploma, associate ship or other similar title of any university
or institute.

Place: ARCHANA RAJKUMAR

Date: CCASBBAR19
 AKNOWLEDGEMENT

I would like to take opportunity to express my preferred thanks and

gratitude to all people who have helped me with advice and able
guidance.

Above all, express my eternal gratitude to the lord almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Principal for providing

various facilities.

I am thankful to PRO.C.L.BABY JOHN, coordinator of the department, for

providing proper help and encouragement in the preparation of this
report.

I am thankful to my class teacher, ASLAM P SALIM, asst. professor-on

contact, for providing proper help and encouragement in the preparation
of this report.

I express my sincere gratitude to MS. KALPA SIVADAS assistant professor-

on contact, whose guidance and support throughout the training period
helped me to complete this work successfully.

I would like to express my preferred gratitude to all the faculties of the

department for their interest and cooperation in this regard.

I extend my heartily gratitude to the librarian and other library staffs of

my college for their wholehearted cooperation.

I express my sincere thanks to all my friends and family for their support
in completing this report successfully.
SL .NO CONTENT PAGE
NO

LIST OF TABLES

LIST OF FIGURES

CHAPTER INTRODUCTION
1

CHAPTER REVIEW OF LITERATURE

2

CHAPTER CONCEPTUAL FRAMEWORK

3

CHAPTER DATA ANALYSIS AND

4 INTERPRETATION

CHAPTER FINDINGS, SUGGESTIONS AND

5 CONCLUSION

BIBLOGRAPHY

ANNEXURE
 CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION

Corporate environmentalism or green management emerged

in the 1990s and became popular internationally in the
2000s.Corporate social responsibility and green management
are becoming major topics of discussion in this century. During
the last four decades, satisfaction has been considered as one
of the most important theoretical as well as practical issues for
most marketers and consumer researchers. Satisfaction
referred to a consumers’ judgement that a product or service
feature or the product or service itself, was providing a
pleasurable level of consumption related fulfilment, including
levels of under or over fulfilment.

In order to keep up with the changing business environment

and consumer needs, many organisations around the globe
have been forced to adopt green marketing practices for social
responsibility issues. Preserving the environment has become
the necessity of any competitive organisation in the global
market. Green marketing is the company’s effort to design,
promote, price and distribute products in a manner which
promotes environmental protection. It includes all the
activities designed to generate and facilitate any exchanges
intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal
detrimental impact on the natural environment.

1
Environmental pollution increased rapidly throughout the
industrialization period leading to a great reaction which was
born against products hazardous to the environment. When
the hazardous contents of a product became one of the factors
influencing the purchase decisions of consumers, businesses
started to manufacture environmentally friendly or in other
words green product policies.

1.2 Statement of problem

The purpose of the study is to find out the level of satisfaction

towards the environmental concern products. The main aim is
to find out how the consumer behaves when they are about to
purchase eco-friendly product. Are they looking for the
products which are creating any problem to the environment?
And also to find out the level of satisfaction of consumers
towards green marketing.

1.3 Scope of study

The current study is formed to identify the level of

satisfaction towards green marketing and green products.
Scope of study is limited to sample of 50 people residing in
Thrissur. The entire population is not considered.

1.4 Significance of study

Organizations perceive environmental marketing to be an

opportunity that can be used to achieve its objectives and have
a moral obligation to be more socially responsible. So this

2
 study will try to evaluate the level of satisfaction towards
green products and green marketing.

1.5 Objectives of study

 To find the customers willingness to buy green products.

 To bring out the factors influencing the purchase of green
products.
 To find the level of satisfaction of green products and green
marketing.

1.6 Research design

It is a well-established fact that any research has to be

validated based on the systematic collection and analysing the
data. For this study survey method is adopted to collect the
primary information from the people residing in Thrissur using
a set of questionnaire. The primary data is collected from 50
people residing in Thissur and the secondary data is collected
from internet and books.

1.7 Nature of study

For this descriptive and analytical research methods is used.

The main objective of descriptive and analytical studies is to
depict accuracy.

1.7.1 Nature of data

Primary data and secondary data is used.

3
1.7.2 Sources of data

The primary source of data is through a questionnaire. The

secondary data is collected by referring the internet
information and other textbooks are used for the study.

1.8 Sample design

A sample design is a definite plan for obtaining a sample

from a given population. It refers to the technique or the
procedure adopted in selecting items for the sampling design.

1.8.1 Nature of population

The nature of population is finite.

1.8.2 Sample unit

Sample unit represent people residing in Thissur District.

1.8.3 Method of sampling

The method used for sampling here is convenient sampling.

The data is collected through a questionnaire. Samples are
selected from people residing in Thrissur.

1.8.4Size of sample

A sample of 50 people residing in Thrissur has been

considered for this study.

1.9Tools for analysis

The tools for analysis used on this study are bar diagrams,
percentage analysis, pie charts and tabular representation of
data.

4
1.9 Limitations
 The study is limited to 50 people.
 The interpretation is based on assumption that the
respondents has given the correct information.
1.10 Chapterization
1. Introduction
2. Review of literature
3. Conceptual framework
4. Data analysis and interpretation
5. Findings , suggestions and conclusion

5
 CHAPTER 2

REVIEW OF LITERATURE
 Review of related literature

A literature review or narrative review is a type of review article.

A literature review is a scholarly paper, which includes the
current knowledge including substantive findings, as well as
theoretical and methodological contribution to a particular topic.
Literature reviews are secondary sources, and do not report new
or original experimental work. Most often associated with
academic oriented literature, such reviews are found in academic
journals, and are not to be confused with book reviews that may
also appear in the same publication. Literature reviews are a
basic for research in nearly every academic field.

El Diefa. M & Fontb. X (2010) explores the determinants of green

marketing practices in the Red Sea hotel sector in Egypt. The
model assesses green marketing practices against the personal
and organizational values of the marketing managers, together
with a range of organizational and demographic variables
expected to influence hotels' environmental behaviour. From a
valid sample of 89 marketing managers responsible for 194
hotels, it was found that organizational contextual variables, and
in particular targeting Western tourists, being affiliated to an
international hotel chain and the marketers' own demographics,
including age, academic subject studied and gender, were the
best predictors of more proactive green marketing. Personal
environmental values did not explain the pro-environmental
behaviour of marketers, and the organizational environmental

6
values that had explained part of their ethical behaviour had
resulted from voluntarism rather than utilitarian or
conformance-based values. Government policies also appeared
to be ineffective determinants.

Sundeepa S (2011) analysis that Green or Environmental

Marketing consists of all activities designed to generate and
facilitate any exchanges intended to satisfy human needs or
wants, such that the satisfaction of these needs and wants occurs
with minimal detrimental impact on the natural environment.
Final consumers and industrial buyers also have the ability to
pressure organizations to integrate the environment into their
corporate culture and thus ensure that all organizations minimize
the detrimental environmental impact of their activities. An
environmentally committed organization may not only produce
goods that have reduced their detrimental impact on the
environment, these may also be able to pressurize their suppliers
to behave in a more environmentally “responsible” fashion. It is
suggested that a firm to promote increased use of Green
Marketing.

Hardeep (2011) analysis that Green marketing is considered the

most essential part of development in business process now a
days. According to Henion “Green Marketing is defined as the
implementation of marketing programs directed at the
environmentally conscious market segment.” Keeping in mind all
the points related to environment protection, the role of green
marketing is expected to be observed at all levels of business
process in this world of internationalization. Main emphasis has
7
been made on analysis of the concept and need of green
marketing in business process so as to make our environment
human friendly. As society becomes more concerned with the
natural environment, business organizations have begun to
modify their working in an attempt to increase greenery to the
maximum possible. Questionnaires, market survey and personal
interviews with marketing professionals and environment
research scholars are conducted. There is utmost need to create
awareness, implement and follow green marketing as much as
possible in today's business world of innovative technologies.

Polonsky et al (2009) examines the inclusion of sustainability into

marketing activities of the top Australian firms. Almost half of
organizations (46%) did not integrate sustainability or
environmental issues into their mission statement. Of those that
did include sustainability in their mission, few then integrated
environmental issues into other areas of their activities, as
reported on their corporate web sites. It is suggested that while
sustainability is frequently talked about within organizations as
being important, it does not necessarily translate in to a strategic
integration across activities. Firms might therefore be using
environmental issues tactically, which could unfortunately result
in superficial attempts at becoming environmentally sustainable.

Savale K.T, et al (2003) analysis that Green marketing is not

going to be an easy concept, the firm has to plan and then carry
out research to find out how feasible it is going to be. Green
marketing has to evolve since it is still at its infancy stage.
Adoption of Green marketing may not be easy in the short run,
8
but in the long run it will definitely have a positive impact on the
firm. Government and Social organizations may compel all the
organization to practice Green Marketing for sustainable
development. Customers too will be ready to pay premium price
for green products. A smart marketer is one who not only
convinces the consumer, but also involves him in marketing his
product. Green marketing should not be considered as just one
more approach to marketing, but has to be pursued with much
greater vigour as it has societal and environmental dimensions.
Marketers also have the responsibility to make the stakeholders
aware about the need and the advantages of green products. The
green marketers will have full support of the Government, and
the consumers also will not mind paying more for a cleaner and
greener environment.

Rakhsha and Majidazar (2011) evaluated the effect of green

marketing mix on satisfaction and loyalty of the customers and
consumers of the East Azarbaijan Pegah Dairy Company located
in Tabriz, Iran. It was concluded that green marketing mix has
significant effect on consumer satisfaction. It was also concluded
that consumers' satisfaction has significant effect on their
loyalty. By considering the effect of green marketing mix upon
consumers' and customers' satisfaction and the effect of such
satisfaction upon their loyalty, it can be assumed that companies
can create competitive advantage in their organization through
taking steps in making the green marketing as the part of their
overall marketing strategy.

9
Yazdanifard & Mercy (2011) have approached" The impact of
Green Marketing on Customer satisfaction and Environmental
safety". Green revolution, going green, environmental
protection, sustainable life style, sustainable development,
protecting our earth and many more has become a natural
phenomenon in our everyday life. As a result, this paper can be
used by researchers who need to find out the impact of green
marketing on customer satisfaction and environmental safety.

Chang & Fong (2010) have examined the relationship between

Green product quality, green corporate image, green customer
satisfaction, and green customer loyalty. The empirical results
show that (1) green product quality is positively associated with
green customer satisfaction and green customer loyalty; (2)
green corporate image is positively associated with green
customer satisfaction and green customer loyalty; and (3) green
customer satisfaction is positively associated with green
customer loyalty. The results indicate that green product quality
could bring about green customer satisfaction and green
customer loyalty. Additionally, green corporate image
contributes to green customer satisfaction and green customer
loyalty.

Prakash (2002) has followed the study green marketing, public

policy and managerial strategies. Green marketing subsumes
greening products as well as greening firms. In addition to
manipulating the 4Ps (product, price, place and promotion) of
the traditional marketing mix, it requires a careful understanding
of public policy processes. The mentioned paper focuses
10
primarily on promoting products by employing claims about their
environmental attributes or about firms that manufacture
and/or sell them. Secondarily, it focuses on product and pricing
issues. Drawing on multiple literatures, it examines issues such
as what needs to be greened (products, systems or processes),
why consumers purchase/do not purchase green products and
how firms should think about information disclosure strategies
on environmental claims.

Chang and Fong, 2010 Behavioural loyalty was articulated as the

purchase and usage behaviour displayed by customers in their
historical purchasing and use of a brand and the competing
brands. Attitudinal loyalty was normally reflected by an
emotional bond with a brand and strong customer preferences
for the brand. Situational loyalty depended on the shopping and
purchasing situation. Although, all three types of loyalty have a
role to play in marketing, most firms would prefer customer
loyalty to be attitudinal.

11
 CHAPTER 3

CONCEPTUAL FRAMEWORK
Introduction

Customer satisfaction (often abbreviated as CSAT) 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 "the
number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals." Customers play an
important role and are essential in keeping a product or service
relevant so it is in the best interest of the business to ensure
customer satisfaction, and build customer loyalty. A customer's
expectations about a product tell us how he or she anticipates
how that product will perform. Consumers may have various
"types" of expectations when forming opinions about a product's
anticipated performance. Perceived product performance is
considered as an important construct due to its ability to allow
making comparisons with the expectations faction, and build
customer loyalty.

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
behaviours 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.
12
How you measure it varies from business to business. Some
may base it entirely on retention and repeat customers, while
others may create a numerical value based on data and/or
customer feedback. Regardless, it measures, rates, and
attempts to manage how happy your customers are with you,
your products, and your brand as a whole.
Thus, researcher considers that customer expectations and
needs are a psychological foundation of customer satisfaction;
customer satisfaction depends on the difference between their
actual experience and the expectations. In theory, meet or
exceed customer expectations, the customer will satisfied or
relatively satisfied, on the contrary, consumers feel general,
dissatisfied or very dissatisfied. If customer complaints are
properly handled, company will achieve customer satisfaction.
3.2 Definitions

Philip Kotler defines customer satisfaction as a 'person's feeling

of pleasure or disappointment, which resulted from comparing a
product's perceived performance or outcome against his/her
expectations'.

According to English business dictionary, customer satisfaction is

the degree of satisfaction provided by the goods or services of a
company as measured by the number of repeat customers.

3.3 Customer satisfaction theory

3.3.1 Introduction of 4Cs：consumer，cost，

convenience，communication

Consumer – The principle of four C’s of marketing states that

your customer should be your prime focus. Unlike the traditional
marketing mix where the primary focus is on Products, in the 4

13
C’s model, the primary focus is on the customer. Thus the
companies which follow this model believe in making products
which satisfy their customers. They are generally ready to offer
customizable products and because they have a general set of
target customers, this principle is only applicable for smaller
market segments and not for mass markets. For mass markets,
the traditional marketing mix can be used.

Cost – Cost is equivalent to Pricing in the traditional marketing

mix. Cost is a very important consideration during consumer
decision making and hence in the 4 C’s principle, the cost variable
is given special attention. The 4 C’s model generally plans on the
basis of Customers and not products. And hence they have to
plan the cost of the product on the basis of their customer. If you
are targeting a SEC A segment, then the costing of the product
needs to be premium to have proper psychological positioning.
On the other hand, if your product is for the SEC B and SEC C
classes, then it needs to have a lower costing. Thus over here,
costing of the product depends on the customer.

Communication – The concept of communication remains same

for both, the traditional marketing mix as well as for the 4 C’s of
marketing. Off course, the marketing communications for a
company following the 4 C’s of marketing is completely different
as it needs a completely different Segmentation, targeting and
positioning. As said before, the 4 C’s of marketing are generally
used for Niche products. The media vehicles used for marketing
communications for a mass product and that for a niche product
are different. A niche marketing company might use more of BTL
14
rather than ATL whereas in a mass marketing company, ATL
communications are very important.

Convenience – Convenience is equivalent of distribution or

placement of the traditional marketing mix. When you have a
niche customer base, the convenience of the customer in
acquiring your product plays a critical role. Take a niche product
like Heavy machinery as an example or even products like
television and air conditioners. What if the companies who sell
these products do not give you delivery and installation. You will
not buy the product as you won’t be ready to pick up the machine
and install it yourself. You will be looking out for your own
convenience. Thus convenient, like distribution, plays a critical
role. The customer will not buy your product if it is not
convenient to him. All in all, the traditional marketing mix model
helps a company define its strategy more efficiently. However,
the 4 C’s model, although not much different, really helps if you
are a customer oriented firm

3.3.2 Advantages of Customer satisfaction theory

Four Cs Theory was proposed by U.S. marketing expert Robert

F.Lauterborn in 1990. It based on customer demand, re-set the
four basic elements of marketing mix: consumer, cost,
convenience and communication. It stressed that companies
should focus on customer satisfaction first, then try to reduce
customer purchase costs, and the convenience of buying process
and marketing communication. It has great progress and
development compared with 4P theory. It attaches to customer-

15
oriented, the pursuit of customer satisfaction as the goal. It is
actually important in current situation that consumers play an
initiative role. Tourism product is a kind of service products, with
its own feature. Namely: integrated, invisible, synchronization,
non-metastatic, vulnerability and heterogeneity. Customers
spend time, money and effort to obtain a travel experience, and
feeling, and this feeling and experience is as individual as the
person. Therefore, it is an emotional spending. In addition, the
tourism product is easy to copy, tour companies difficult to use
difference strategies. In this situation, the customer satisfaction
is very important for the tourism industry. So, this research will
focus on customer satisfaction.

3.3.3 Limitations of Customer satisfaction theory

From the practical application of business and market

development trends, 4C theory also has inadequate: First, 4Cs
theory is consumer-oriented, focusing on looking for consumer
demand, to meet consumer demand, but there is competition-
oriented in market, enterprises can not only see the demand, but
also pay an attention to competitors. In order to win in fierce
market competition, company should analysis own strengths and
weaknesses in the competition and take the appropriate
strategy. Secondly, under the guidance of the 4C theory,
companies often ignore the long-term profits. So how combine
consumer demand and corporate’s long-term profit is a big
problem to be solved. In this research, we focus on search
customer need, pivotal need in different age, use cost rational

16
and improve customer satisfaction. We will combine customer
satisfaction and company’s long-term profits

3.5 FACTORS INFLUENCING MORDERN CUSTOMER

SATISFACTION

The three major factors that affect modern customer

satisfaction are customer understanding, service, and
technology

Customer Understanding
Having a number of options for each product or service will go
a long way. Items in different colours or flavour variants might
not seem like much, but in one market study article they found
that the more choices a customer has, the more they will feel
they have control over the buying process. However, too many
product choices may overwhelm customers and result in
“choice overload”, which may result in no purchases being
made at all. It’s important to hit the right balance between
having too many choices and none at all. Personalized service
means giving customers individual attention. Employees who
address buyers by name and remember which product they
enjoyed are some ways to incorporate personalization in the
buying process. Based on an article published by Epsilon, 80%
of consumers are more likely to make a purchase when a
brand offers a personalized experience – so personalization
efforts are a worthwhile investment.
Service
Convenience is an essential component to making a positive
experience. Timely service and ease-of-use are factors that
influence where consumers go, what they buy, and who they
engage with. When problems occur, consumers rarely see
product quality. Instead, they think about the poor experience
surrounding it. This is why customers value companies that
understand them, solve their problems, and anticipate their

17
needs before they even think about it. Take for instance
Southwest Airlines, who has a team of Proactive Customer
Service employees working with 14 other airline departments
to ensure safe and highly-satisfactory experiences for every
customer. Part of building a customer’s trust is always meeting
what they need according to their expectations. Your business
should only promise what it can deliver.
Technology
Technology has become a necessary aspect of operating a
business in an ever-developing modern world. Your products
and services should be readily available to your customers on
their preferred channel, without any barriers or difficulties. It
should also be clear to your consumers that they can reach out
to you on these platforms whenever they have questions or
need assistance. Navigating your site or app should be
straightforward and simple enough that all kinds of users can
easily browse your store. Difficult platforms cause frustration
and loss of potential clients. You can include efficient keyword
search filters and other solutions that can guide buyers to
identify the product they need.

3.6 IMPOTANCE OF CUSTOMER SATISFACTION

Customer retention refers to the strategy a business

implements to retain its existing customers over a certain
period of time. High retention rates indicate that your
organization consistently and competently addresses the
needs of your clients. The value of having loyal clients is that
they are more likely to spend as much as five times more on
your products and services than first-time buyers, says a blog
article from campaigncreators.com. The more satisfied your
clients are with your service quality, the more they are likely
to stay and do business with you.
In a competitive environment, factors such as strong client
loyalty and customer satisfaction will make your brand stand
out. With excellent product offerings and a good handle on
what your clients need, you can differentiate your brand from
the rest. You also create future value by forming communities
around your brand. Communities of business advocates co-

18
create your brand – think Yelp or Trip Advisor, where a
dedicated customer base propels the brand forward with their
reviews and ratings.

19
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION
Introduction
For carrying out any study the important aspect that researcher need
to look after in relation to any research is with respect to findings of
research based upon the objectives of study. On the basis of this aspect
appropriate analysis has been undertaken in order to achieve the
conclusion of research has been used in order to undertake aspect such
as bar and pie charts. Thus, complete analysis in relation to this
research is shown below.
Gender wise classification
Table 4.1
SL Gender No of Percentage
NO. respondents (%)
1 MALE 25 50
2 FEMALE 25 50
TOTAL 50 100

Source: Primary data

Figure 4.1

50 50

male female

Interpretation: In the total number of respondents 50% are male and 50%
are females.

20
Customers educational qualification
Table 4.2
SL Opinion No of Percentage
NO (%)
respondents
1 Secondary 09 18
level
2 Undergraduate 12 24
3 Postgraduate 29 58
Total 50 100

Source: Primary data

Figure 4.2
35

30

25

20

15

10

0
secondary level undergraduate postgraduate

Interpretation: This table shows that 58% of customers are postgraduate.

24% of them are undergraduate. 18% of them are secondary level.

21
Customers annual income
Table 4.3

SL Opinion No of Percentage
(%)
NO
respondents
1 Less than 15 30
10,000
2 50,000-1 lakh 28 56
3 1 lakh-5 lakh 02 4
4 More than 5 05 10
lakh
Total 50 100
Source: Primary data
Figure 4.3
30

25

20

15

10

0
less than 50,000 50,000-1 lakh 1 lakh-5 lakh more than 5 lakh

Interpretation: This table reveals that most of the customers (56%) are
50,000-1 lakh. 30% of them are less than 10,000. 10% of them are more
than 5 lakhs. 4% of them are between 1 lakh- 5 lakh.

22
Customers who know about green products
Table 4.4
SL Opinion No of Percentage
(%)
NO respondents
1 yes 24 48
2 no 16 32
3 A little 10 20
Total 50 100

Source: Primary data

Figure 4.4
30

25

20

15

10

0
yes no a little

Interpretation: This table shows that 48% of customers responds yes.32%

of them comes under category no. 20% of them comes under the category a
little.

23
People those who are aware of green product
Table 4.5
SL Opinion No of Percentage
(%)
NO
respondents
1 yes 28 56
2 maybe 07 14
3 no 15 30
Total 50 100

Source: Primary data

Figure 4.5
30

25

20

15

10

0
yes maybe no

Interpretation: This table shows that 56% of customers responds yes.30%

of them comes under category no. 14% of them comes under the category
maybe.

24
Sources of customers who are aware of green product
Table 4.6
SL opinion No of Percentage
NO respondents (%)
1 television 12 24
2 magazines 18 36
3 newspaper 11 22
4 others 09 18
Total 50 100

Source: Primary data

Figure 4.6
20

18

16

14

12

10

0
television magazines newspaper others

Interpretation:36% of the customers agrees with magazines. 24% of

customers agree with television. 22% of the customers agrees with
newspaper and remaining 18% agrees with others

25
People who used green products before
Table 4.7
SL Opinion No of Percentage
NO respondents (%)
1 Never 05 10
2 Rarely 13 26
3 Sometimes 11 22
4 Often 12 24
5 Always 09 18
Total 50 100

Source: Primary data

Figure 4.7
14

12

10

0
never rarely sometimes often always

Interpretation:26% of the customers says that they used rarely. 24% of

them says often.22% of them says that sometimes. 18% says that always
and 10% says that never.

26
Categories of people who bought green product recently
Table 4.8
SL Opinion No of Percentage
(%)
NO respondents
1 Yes 29 58
2 No 21 42
Total 50 100

Source: Primary data

Figure 4.8
35

30

25

20

15

10

0
yes no

Interpretation: This table shows that 58% of them bought green product
recently and 42% of then not bought recently.

27
Categories of people who thinks features and information of green
product available
while buying
Table 4.9
SL Opinion No of Percentage
respondents (%)
NO
1 Yes 22 44
2 A little 16 32
3 No 12 24
Total 50 100

Source: Primary data

Figure 4.9
25

20

15

10

0
yes na little no

Interpretation: This table shows that 44% of customers responds yes.32%

of them comes under category a little. 24% of them comes under the
category no.

28
People who considered environmental aspects of buying green
products
Table 4.10
SL Opinion No of Percentage
respondents (%)
NO

1 Yes 19 38
2 Sometimes 23 46
3 No 08 16
Total 50 100

Source: Primary data

Figure 4.10
25

20

15

10

0
yes sometimes no

Interpretation: This table shows that 46% of customers responds

sometimes.38% of them comes under category yes. 16% of them comes
under the category no.

29
Categories of people who consider green products are more expensive
than non-green product
Table 4.11
SL Opinion No of Percentage
responden (%)
NO
ts
1 Yes 32 64
2 No 18 36
Total 50 100

Source: Primary data

Figure 4.11
35

30

25

20

15

10

0
yes no

Interpretation: This table shows that 64% of them consider green

products are expensive and 36% of them thinks that it is not expensive.

30
Categories of people who are willing to pay for green products
Table 4.12
SL Response No of Percentage
respondents (%)
NO
1 Never 0 0
2 Rarely 22 44
3 Sometimes 08 16
4 Often 16 32
5 Always 04 08
Total 50 100

Source: Primary data

Figure 4.12
25

20

15

10

0
never rarely sometimes often always

Interpretation:44% of the customers say rarely. 32% of them says

often.16% of them says that sometimes. 8% says that always and 0% says
that never.

31
Percentage of people those who are willing to pay for green product
Table 4.13
SL Opinion No of Percentage
responden (%)
NO
ts
1 B/W 1%-10% 10 20
2 B/W 11%-20% 11 22
3 B/W 21%-30% 16 32
4 More than 30% 13 26
Total 50 100

Source: Primary data

Figure 4.13
18

16

14

12

10

0
b/w 1%-10% b/w 11%-20% b/w 21%-30% morethan 30%

Interpretation:32% of the customers are between 21%-30%. 26% of

customers are more than 30%. 22% of the customers are in between 11%-
20% and remaining 20% are in between 1%-10%.

32
Categories of people who’s decision is effected by the price of green
product
Table 4.14
SL Opinion No of Percentage
respondents (%)
NO
1 Never 01 02
2 Rarely 0 0
3 Sometimes 05 10
4 Often 16 32
5 Always 28 56
Total 50 100

Source: Primary data

Figure 4.14
30

25

20

15

10

0
never rarely sometimes often always

Interpretation:56% of the customers says always. 32% of them says

often.10% of them says that sometimes. 2% says that never and 0% says
that rarely.

33
Categories of people who accepts quality of green product are better
than non-green products
Table 4.15
SL Opinion No of Percentage
respondents (%)
NO
1 Never 0 0
2 Rarely 05 10
3 Sometimes 13 26
4 Often 07 14
5 Always 25 50
Total 50 100

Source: Primary data

Figure 4.15
30

25

20

15

10

0
Never Rarely sometimes often always

Interpretation:50% of the customers says that always. 26% of them says

sometimes.14% of them says that often. 10% says that rarely and 0% says
that never.

34
Categories of people who recommend green product based on quality
Table 4.16
SL Response No of Percentage
respondents (%)
NO
1 Rarely 0 0
2 Never 0 0
3 Sometimes 12 24
4 Often 12 24
5 Always 26 52
Total 50 100

Source: Primary data

Figure 4.16

30

25

20

15

10

0
rarely never sometimes often always

Interpretation:52% of the customers says always. 24% of them says

often.24% of them says that sometimes. 0% says that rarely and 0% says
that never.

35
Categories of people who wish to switch to green products as per
availability in local store
Table 4.17
SL Opinion No of Percentage
respondents (%)
NO
1 Never 08 16
2 Maybe 14 28
3 Definitely 28 56
Total 50 100

Source: Primary data

Figure 4.17
30

25

20

15

10

0
never maybe definitly

Interpretation: This table shows that 56% of customers responds

definitly.28% of them comes under category maybe. 16% of them comes
under the category never.

36
Categories of people who switch to green products if TV ads and local
printed coupons available at local store
Table 4.18
SL Opinion No of Percentage
respondents (%)
NO
1 Never 14 28
2 Maybe 29 58
3 Definitely 07 14
Total 50 100

Source: Primary data

Figure 4.18
35

30

25

20

15

10

0
never maybe definitely

Interpretation: This table shows that 58% of customers responds

maybe.28% of them comes under category never. 14% of them comes
under the category definitely.

37
Categories of people who prefer to buy branded products which they
used before
Table 4.19
SL Opinion No of Percentage
respondents (%)
NO

1 Always 26 52
2 Usually 14 28
3 Sometimes 07 14
4 Rarely 03 06
5 Never 0 0
Total 50 100

Source: Primary data

Figure 4.19
30

25

20

15

10

0
always usually sometimes rarely never

Interpretation:52% of the customers says always. 28% of them says

usually.14% of them says that sometimes. 16% says that rarely and 0%
says that never.

38
Elements which strongly influence buying behaviour of green products
Table 4.20
SL Response No of Percentage
respondents (%)
NO
1 Product 04 08
2 Packaging 21 42
3 Place 05 10
4 Promotion 04 08
5 All of the above 16 32
Total 50 100

Source: Primary Data

Figure 4.20
25

20

15

10

0
product packaging place promotion all of the above

Interpretation:42% of the customers says that packaging. 32% of them

says all of the above.10% of them says that place. 8% says that product and
8% says that promotion.

39
Categories of people saying that green marketing is more effective
than regular marketing
Table 4.21
SL Opinion No of Percentage
respondents (%)
NO
1 Agree 37 74
2 Disagree 13 26
Total 50 100

Source: Primary data

Figure 4.21
40

35

30

25

20

15

10

0
agree disagree

Interpretation: This table shows that 74% of them agree green market is
more effective than regular marketing and 26% of then disagree.

40
Categories of people who consider deterioration of environment is a
serious issue and green product can contribute in saving environment
Table 4.22
SL Opinion No of Percentage
NO respondents (%)

1 Yes 32 64
2 Maybe 15 30
3 No 03 06
Total 50 100

Source: primary data

Figure 4.22
35

30

25

20

15

10

0
yes maybe no

Interpretation: This table shows that 64% of customers responds

yes.30% of them comes under category maybe. 6% of them comes under
the category no.

41
 CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION
 FINDINGS

1. Most of the customers are aware of the green products.

2. 36% of respondents agrees with magazines as their source of
information about the green products.
3. Only 18% of respondents use green products regularly.
4. More than half of the respondents bought green products recently.
5. Most of the respondents considers environmental aspects before
buying a product.
6. Majority of the customers considers green products are more
expensive than non-green products.
7. The study says reveals that people’s decision is affected by the price of
the green products.
8. Half of the consumers agrees that the quality of green products are
better than non-green products.
9. Most of the customers are ready to switch to green products if they
were available in local stores.
10.32% of respondents says that the product, price, place, promotion and
packaging influence the buying behaviour.
11.The study says that majority of consumers agrees that green marketing
is more effective than regular marketing.
12.Majority of respondents consider deterioration of environment is a
serious issue and green products can contribute in saving the
environment.

42
 SUGGESTIONS

 Improve awareness about green products and their effectiveness.

 Green products should be priced according to its quality.
 There should not be more price difference between standard product
and green product.
 The products used should be chemical-free and sustainable with non-
toxic ingredients.
 Green Marketing idea should be supported and environmental initiatives
should be taken by making donations or taking actions that assist a local
environmental cause.
 Using local vendors and suppliers is a very green business practice
because you are reducing the impact of carbon emissions on the
environment by having local delivery of product and supplies.
 Green product’s quality should be better than standard products.

43
 CONCLUSION

Green Marketing is rising in its popularity and becoming a widespread

research area. Green Marketing had been prevalently researched in
developed countries for decades but only drawing interest from
developing nations in the recent past. Therefore, green marketing is a
tool now used by many companies to increase their competitive
advantage as people is presently very concerned about environmental
issues. In the time apply in green marketing; the companies have to
comply with the consumers’ needs and wants. Consumers want to
recognize themselves with companies that are green complaint and are
willing to pay more for a greener life style. For this reason, green
marketing is not only an environmental protection tool but also a
marketing strategy. This is to give them knowledge on how to promote
the green product the green product effectively by clearly presenting the
main message to the consumers.

44
BIBLIOGRAPHY
 BIBLIOGRAPHY

1. Saxena R P & Khandelwal P. K. 2009. Green marketing: a challenge or an

opportunity in the global environment. Global Studies Journal vol 2, no.
3, pp.59-73.
2. Yasmin Begum R Nadaf & Shamshuddin M. Nadaf, IMPACT: International
Journal of Research in Green marketing.
3. Cherian J & Jacob J (2012) Green marketing: A study of consumers
attitude towards environment friendly products, Asian social sciences
8(12), 117-126, Retrieved from EBSCO host.
4. Collins-Chobanian S (2001). A Proposal for Environmental Labels:
Informing Consumers of the Real cost of consumption. Journal of social
philosophy, 32(3), 334-356. Retrieved form EBSCO host.
5. Hartman P & Apaolaza V (2008), Virtual Nature Experiences as Emotional
benefits in Green Product Consumption: The marketing role of
environmental attitudes. Environment and Behaviour, 40(6), 818-842.
6. Luke T (1998), The (Un) wise (Ab) use of Nature: Environmentalism as
Globalized Consumerism. Alternatives: Global, Local, Political, 23(2),
175-212. Retrieved from JSTOR.
7. Mitman G (1999) Reel Nature, Cambridge, MA: Hardvard University
Press.
8. Hu H H (2012). The Effectiveness of Environmental Advertising. Cornell
Hospitality Quartely 53(2) 154-164.

45
APPENDIX
 QUESTIONNAIRE

Hello, I’m ARCHANA RAJKUMAR, as a part of my BBA course I’m

conducting a project to analyse ‘’ A STUDY ON CUSTOMER SATISFACTION
WITH RESPECT TO GREEN MARKETING AND GREEN PRODUCTS IN
THRISSUR’’

I would request you to kindly fill the questionnaire as it is used for

academic purpose only.

Personal information’s

Name :

Age :

Gender :

Male

Female

Education:

Monthly income:

Read the following statements and please state your answer.

1. Are you aware of green products or eco-friendly products?

o Yes
o No
o A little
2. Are people around you aware of green products?
o Yes
46
o No
o Maybe
3. How you became aware of green products?
o Television
o Magazines
o Newspaper
o Others
4. I have used green products before?
o Never
o Rarely
o Sometimes
o Often
o Always
5. Have you bought any green products recently?
o Yes
o No
6. Do you think there is enough information about the ‘green’ features
when you buy the product?
o Yes
o A little
o No
7. Do you consider the environmental aspects of the product before buying
them?
o Yes
o Sometimes
o No

47
8. I believe that green products are more expensive than non-green
products
o Yes
o No
9. I am willing to pay more for green products
o Never
o Rarely
o Sometimes
o Often
o Always
10. Indicate the percentage you are willing to pay for green products
o B/W 1%-10%
o B/W 11%-20%
o B/W 21%-30%
o More than 30%
11.I believe price of the green product effect my decision to purchase them
o Never
o Rarely
o Sometimes
o Often
o Always
12.I believe the quality of green products effect my decision to purchase
them
o Never
o Rarely
o Sometimes
o Often

48
o Always
13.I believe that green products are of better quality than non-green
products
o Never
o Rarely
o Sometimes
o Often
o Always
14. I would recommend green products based on quality to my friends
o Never
o Rarely
o Sometimes
o Often
o Always
15. I would switch to green products if they were more available at my local
stores
o Never
o Maybe
o Definitely
16. I would switch to green products if were promotional deals such as TV
ads and local printed coupons available at my local store
o Never
o Maybe
o Definitely
17. I am more likely to buy a certain product because it has a brand name I
have used in the past
o Never

49
o Rarely
o Sometimes
o Often
o Always
18. Which marketing element strongly influences your buying behaviour of
green products
o Product
o Packaging
o Place
o Promotion
o All of the above
19. In your opinion green marketing is more effective than regular
marketing
o Agree
o Disagree
20. Do you think, deterioration of environment is a serious issue and green
products can contribute in saving the environment
o Yes
o Maybe
o No

50