Dissertation Report

On
A Study on
Consumer Buying Behavior Towards Personal Wash Products of
Hindustan Unilever Limited
(Special Reference to Motihari City)

Submitted in partial fulfilment of requirement of

Master of Business Administration
By
Nitesh Kumar
[Session- 2021-2023]

Enrolment no.- MGCU2021MGMT4025

Under the Supervision of
Mr. Kamlesh Kumar

Department of Management Sciences

MAHATMA GANDHI CENTRAL UNIVERSITY, BIHAR
 DECLARATION

I undersigned, hereby declare that the project titled “A Study on Consumer Buying
Behavior Towards Personal Wash Products of Hindustan Unilever Limited
(Special Reference to Motihari City)” submitted in partial fulfillment for the award
of Degree of Master of Business Administration of Mahatma Gandhi Central
University, Bihar is a bonafide record of work done by me under the guidance of Mr.
Kamlesh Kumar (Assistant Professor), Department of Management Science of
Mahatma Gandhi Central University, Bihar. This report has not previously formed of
the basis for the award of any degree, diploma, or any similar title of university.

NITESH KUMAR
MGCU2021MGMT4025

[2]
 CERTIFICATE

This is to certify that NITESH KUMAR, a student of Master of Business

Administration (MBA) Programme (Batch 2021-2023) at this institute has
conducted a Dissertation titled “A Study on Consumer Buying Behavior Towards
Personal Wash Products of Hindustan Unilever Limited (Special Reference to
Motihari City)” under my guidance during the 4th semester. The report has been
prepared towards partial fulfillment for the award of MBA degree Mahatma
Gandhi Central University, Bihar. The Dissertation report is the original
contribution of the student.
The Dissertation report is hereby recommended and forwarded for evaluation.

Dissertation Guide
Mr. Kamlesh Kumar
Assistant Professor

[3]
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to
complete this research report. I want to thank H.O.D. Dr. Pavnesh Kumar sir for
giving me this opportunity.
I would like to thank my guide Mr. Kamlesh Kumar for giving me the opportunity to
do such an interesting and wide topic i.e. “A Study on Consumer Buying Behavior
Towards Personal Wash Products of Hindustan Unilever Limited (Special Reference
to Motihari City)” he always guided me in the right direction whenever I asked for
help.
Lastly, I would like to thank my friends for giving me the patience throughout my
project and my parents who supported me and also, for extending their support.
Without all, I could not have successfully completed my report properly in time with
adequate data and relevant substance in it.

Thanking You.

Nitesh Kumar
MGCU2021MGMT4053

[4]
 EXECUTIVE SUMMARY

The main objective of the study was to find out about various brands of personal wash
products of Hindustan Unilever Limited. And to check the preference of consumer
regarding Hindustan Unilever personal wash products to determine the demand of
customer.

Study was held on the sample size of 100 people of Motihari city which includes 70
Male and 30 Female with different age groups and different occupations. And after
study it was found that most of the respondents are male and unmarried. And most of
the respondents preferred Lux soap as body wash products. Most people got aware by
T.V. advertisement. And quality is the main factor for the customers. And people
preferred Kirana Store and Departmental Store Both.

[5]
 TABLE OF CONTENT

CHAPTER PAGE
PARTICULARS
No. No.
01. DECLARATION 02

02. CERTIFICATE 03

ACKNOWLEDGEMENT 04

03. EXECUTIVE SUMMARY 05

INTRODUCTION
• INTRODUCTION OF HUL
• HISTORY OF HUL
04. 07-24
• CHRONOLOGICAL KEY EVENTS
• INTRODUCTION TO PERSONAL WASH PRODUCTS OF
HUL
05. REVIEW OF LITERATURE 25-26

06. NEED AND SCOPE OF STUDY 27

07. OBJECTIVE OF STUDY 28

08. CONSUMER BUYING BEHAVIOUR 29-34

09. RESEARCH METHODOLOGY 35-36

10. LIMITATIONS OF THE STUDY 37

10. DATA ANALYSIS & INTERPRETATION 38-50

11. FINDINGS OF THE STUDY 51

12. CONCLUSION 52

13. SUGGESSIONS 53

14. QUESTIONNAIRE 54-55

15. BIBLIOGRAPHY 56
[6]
 Introduction to Hindustan Uniliver Limited

Hindustan Unilever Limited (HUL) is a consumer goods company headquartered

in Mumbai, India and it’s about 21,000 employees are headed by Nitin Paranjpe,
the non-executive chairman of the board.
HUL is a subsidiary of Unilever, a British company and one of the world’s leading
suppliers of FMCG means Fast moving consumer goods with strong local roots
in more than 100 countries across the globe with annual sales of INR 58,154+
crores (financial year 2022-23). Its products include foods, beverages, cleaning
agents, personal care products, water purifiers and other fast-moving consumer
goods. Unilever has about 67.28 % shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally
in the list of “Global Top Companies for Leaders” by a study sponsored by Hewitt
Associates, in partnership with Fortune magazine and the RBL Group. The
company was ranked number one in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 21,000 employees, is to add vitality
to life". The company meets every day needs for nutrition, hygiene, and personal
care, with brands that help people feel good, look good and get more out of life.
It is a mission HUL shares with its parent company, Unilever, which holds about
67.28 % of the equity.
The vision of HUL is “to meet every day needs of people everywhere to
anticipate the aspirations of our consumer & customer & to respond creatively
& competitively with branded products & services which raise the quality of
life”. The objectives are achieved through the brands that the company markets.
HUL's Brands have been household names. Some of the big Brand in soaps and
detergents are Life-Buoy, Lux, Breeze, Dove, liril, Hamam, Surf, Rin, and Wheel.

[7]
HUL History
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it, began an era of marketing branded Fast Moving Consumer
Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux
and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to
the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati

Manufacturing Company, followed by Lever Brothers India Limited (1933) and
United Traders Limited (1935). These three companies merged to form HUL in
November 1956; and HUL offered 10% of its equity to the Indian public, being
the first among the foreign subsidiaries to do so.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond & Co.
India Limited was formed. Brooke Bond joined the Unilever fold in 1984 through
an international acquisition. The erstwhile Lipton's links with India were forged
in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited
was incorporated.

Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's USA in
1986.

Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.

[8]
The liberalisation of the Indian economy, started in 1991, clearly marked an
inflexion in HUL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and
opportunity segment, without any constraints on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In

one of the most visible and talked about events of India's corporate history, the
erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from
April 1, 1993. In 1996, HUL and yet another Tata company, Lakmé Limited,
formed a 50:50 joint venture, Lakmé Unilever Limited, to market Lakmé's
market-leading cosmetics and other appropriate products of both the
companies. Subsequently in 1998, Lakmé Limited sold its brands to HUL and
divested its 50% stake in the joint venture to the company.

HUL had formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers
and Kotex Sanitary Pads.

HUL also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its
factory represents the largest manufacturing investment in the Himalayan
kingdom. The UNL factory manufactures HUL's products like Soaps, Detergents
and Personal Products both for the domestic market and exports to India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances
on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired
Kothari General Foods, with significant interests in Instant Coffee. In 1993, it
acquired the Kissan business from the UB Group and the Dollops Icecream
business from Cadbury India.

As a measure of backward integration, Tea Estates and Doom Dooma, two

plantation companies of Unilever, were merged with Brooke Bond. Then in
1994, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton
India Limited (BBLIL), enabling greater focus and ensuring synergy in the

[9]
traditional Beverages business. 1994 witnessed BBLIL launching the Wall's range
of Frozen Desserts. By the end of the year, the company entered into a strategic
alliance with the Kwality Ice-cream Group families and in 1995 the Milk food
100% Ice-cream marketing and distribution rights too were acquired.

Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal
restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL
in 1998. The two companies had significant overlaps in Personal Products,
Speciality Chemicals and Exports businesses, besides a common distribution
system since 1993 for Personal Products. The two also had a common
management pool and a technology base. The amalgamation was done to
ensure for the Group, benefits from scale economies both in domestic and
export markets and enable it to fund investments required for aggressively
building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent
equity in Modern Foods to HUL, thereby beginning the divestment of
government equity in public sector undertakings (PSU) to private sector
partners. HUL's entry into Bread is a strategic extension of the company's wheat
business. In 2002, HUL acquired the government's remaining stake in Modern
Foods.

HUL launched a slew of new business initiatives in the early part of 2000’s.
Project Shakti was started in 2001. It is a rural initiative that targets small villages
populated by less than 5000 individuals. It is a unique win-win initiative that
catalyses rural affluence even as it benefits business.

Hindustan Unilever Network, Direct to home business was launched in 2003 and
this was followed by the launch of ‘Pureit’ water purifier in 2004.

In 2007, the Company name was formally changed to Hindustan Unilever

Limited after receiving the approval of shareholders during the 74th AGM on 18
May 2007. Brooke Bond and Surf excel breached the Rs 1,000 crore sales mark

[10]
the same year followed by Wheel which crossed the Rs.2,000 crore sales
milestone in 2008.

On 17th October 2008 , HUL completed 75 years of corporate existence in India.

In January 2010, the HUL head office shifted from the landmark Lever House, at
Backbay Reclamation, Mumbai to the new campus in Andheri (E), Mumbai.

On 15th November, 2010, the Unilever Sustainable Living Plan was officially
launched in India at New Delhi.

In March, 2012 HUL’s state of the art Learning Centre was inaugurated at the
Hindustan Unilever campus at Andheri, Mumbai.

In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated
at the Hindustan Unilever campus at Andheri, Mumbai

HUL completed 80 years of corporate existence in India on October 17th, 2013.

In 2013, HUL launched ‘Prabhat’ (Dawn) - a Unilever Sustainable Living Plan

(USLP) linked program to engage with and contribute to the development of
local communities around its manufacturing sites. Also, Unilever’s first aerosol
plant in Asia was inaugurated in Khamgaon, Maharashtra in 2013.

In 2014, The ‘Winning in Many Indias’ operating framework, piloted in 2013,

launched nationally. Sales offices expanded from four to seven with the launch
of offices in Lucknow, Indore and Bangalore in addition to the existing sales
offices in Delhi, Kolkata, Mumbai and Chennai.

In 2015, HUL acquired Indulekha, a premium hair oil brand with strong
credentials around Ayurveda.

[11]
HUL announced signing of an agreement for the sale and transfer of its bread
and bakery business under the brand “Modern” to Nimman Foods Private
Limited.

In 2016, HUL unveiled ‘Suvidha’ a first-of-its-kind urban water, hygiene and

sanitation community centre in Azad Nagar, Ghatkopar, one of the largest slums
in Mumbai.

A new state-of-the-art manufacturing facility was commissioned in Doom

Dooma Industrial Estate, Assam on 11th March 2017.

In 2018, HUL signed an agreement with Vijaykant Dairy and Food Products
Limited (VDFPL) and its group company to acquire its ice cream and frozen
desserts business consisting of its flagship brand ‘Adityaa Milk’ and front-end
distribution network across geographies.

In 2020, HUL announced acquisition of VWash, the market leader in female

intimate hygiene category to enter the currently underpenetrated and rapidly
growing market segment.

In 2020, with the Merger of GSK Consumer Healthcare with Hindustan Unilever
Limited, Iconic health food drink brands – Horlicks and Boost enter the foods &
refreshment portfolio of HUL, making it the largest F&R business in India.

In 2022, HUL's turnover crossed the INR 50,000 Crore mark.

In March 2023, Rohit Jawa has been appointed as the CEO and Managing Director
of HUL with effect from June 27, 2023.

[12]
 Chronology of Key Events:

1888 Sunlight soap introduced in India.

1895 Lifebuoy soap launched; Lever Brothers appoints agents in

Mumbai, Chennai, Kolkata, and Karachi.

1902 Pears soap introduced in India.

1903 Brooke Bond Red Label tea launched.

1905 Lux flakes introduced.

1913 Vim scouring powder introduced.

1914 Vinolia soap launched in India.

1918 Vanaspati introduced by Dutch margarine manufacturers like

Van den Berghs, Jurgens, Verschure Creameries, and Hartogs.

1922 Rinso soap powder introduced.

1924 Gibbs dental preparations launched.

1925 Lever Brothers gets full control of North West Soap Company.

1926 Hartogs registers Dalda Trademark.

1930 Unilever is formed on January 1 through merger of Lever

Brothers and Margarine Unie.

1931 Hindustan Vanaspati Manufacturing Company registered on

November 27; Sewri factory site bought.

1932 Vanaspati manufacture starts at Sewri.

[13]
1933 Application made for setting up soap factory next to the
Vanaspati factory at Sewri; Lever Brothers India Limited
incorporated on October 17.

1934 Soap manufacture begins at Sewri factory in October; North

West Soap Company's Garden Reach Factory, Kolkata rented
and expanded to produce Lever brands.

1935 United Traders incorporated on May 11 to market Personal

Products.

1937 Mr. Prakash Tandon, one of the first Indian covenanted

managers, joins HVM.

1939 Garden Reach Factory purchased outright; concentration on

building up Dalda Vanaspati as a brand.

1941 Agencies in Mumbai, Chennai, Kolkata and Karachi taken over;

company acquires own sales force.

1942 Unilever takes firm decision to "train Indians to take over junior
and senior management positions instead of Europeans".

1943 Personal Products manufacture begins in India at Garden Reach

Factory.

1944 Reorganisation of the three companies with common

management but separate marketing operations.
1947 Pond's Cold Cream launched.

1951 Mr. Prakash Tandon becomes first Indian Director. Shamnagar,

Tiruchy, and Ghaziabad Vanaspati factories bought.

1955 65% of managers are Indians.

1956 Three companies merge to form Hindustan Unilever Limited,

with 10% Indian equity participation.

1958 Research Unit starts functioning at Mumbai Factory.

[14]
1959 Surf launched.

1961 Mr. Prakash Tandon takes over as the first Indian Chairman; 191
of the 205 managers are Indians.

1962 Formal Exports Department starts.

1963 Head Office building at Backbay Reclamation, Mumbai, opened.

1964 Etah dairy set up, Anik ghee launched; Animal feeds plant at
Ghaziabad; Sunsilk shampoo launched.

1965 Signal toothpaste launched; Indian shareholding increases to

14%.

1966 Lever's baby food, more new foods introduced; Nickel catalyst
production begins; Indian shareholding increases to 15%.
Statutory price control on Vanaspati; Taj Mahal tea launched.

1967 Hindustan Unilever Research Centre, opens in Mumbai.

1968 Mr. V. G. Rajadhyaksha takes over as Chairman from Mr. Prakash

Tandon; Fine Chemicals Unit commissioned at Andheri; informal
price control on soap begins.

1969 Rin bar launched; Fine Chemicals Unit starts production; Bru
coffee launched.

1971 Mr. V. G. Rajadhyaksha presents plan for diversification into

chemicals to Unilever Special Committee - plan approved; Clinic
shampoo launched.

1973 Mr. T. Thomas takes over as Chairman from Mr. V. G.

Rajadhyaksha.

1974 Pilot plant for industrial chemicals at Taloja; informal price

control on soaps withdrawn; Liril marketed.

[15]
1975 Ten-year modernisation plan for soaps and detergent plants;
Jammu project work begins; statutory price control on Vanaspati
and baby foods withdrawn; Close-up toothpaste launched.

1976 Construction work of Haldia chemicals complex begins; Taloja

chemicals unit begins functioning.

1977 Jammu synthetic Detergents plant inaugurated; Indian

shareholding increases to 18.57%.

1978 Indian shareholding increases to 34%; Fair & Lovely skin cream
launched.

1979 Sodium Tripolyphospate plant at Haldia commissioned.

1980 Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas;

Unilever shareholding in the company comes down to 51%.

1982 Government allows 51% Unilever shareholding.

1984 Foods, Animal Feeds businesses transferred to Lipton.

1986 Agri-products unit at Hyderabad starts functioning - first range

of hybrid seeds comes out; Khamgaon Soaps unit and Yavatmal
Personal Products unit start production.

1988 Launch of Lipton Taaza tea.

1990 Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly.

1991 Surf Ultra detergent launched.

1992 HUL recognised by Government of India as Star Trading House in

Exports.

1993 The erstwhile Brooke Bond India acquires the Kissan brand from
the United Breweries Group, giving HUL an entry into the foods
business.

[16]
1994 HUL's largest competitor, Tata Oil Mills Company (TOMCO),
merges with the company, the biggest such in Indian industry till
that time.

HUL forms Unilever Nepal Limited, HUL and US-based

Kimberley-Clark Corporation form 50:50 joint venture -
Kimberley-Clark Lever Ltd. - to market Huggies diapers and Kotex
feminine care products. Factory set up at Pune in 1995; HUL
acquires Kwality and Milkfood 100% brandnames and
distribution assets. HUL introduces Wall's.

1995 HUL enters branded staples business with salt; HUL recognised
as Super Star Trading House.

1996 HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint
venture - Lakme Lever Ltd.; HUL enters branded staples business
with salt; HUL recognised as Super Star Trading House.

1997 Unilever sets up International Research Laboratory in Bangalore;

new Regional Innovation Centres also come up.

1998 Group company, Pond's India Ltd., merges with HUL with effect
from January 1, 1998. HUL acquires Lakme brand, factories and
Lakme Ltd.'s 50% equity in Lakme Lever Ltd.

2000 Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth,

who joins the Unilever Board; HUL acquires 74% stake in Modern
Food Industries Ltd., the first public sector company to be
disinvested by the Government of India.

2002 HUL enters Ayurvedic health & beauty centre category with the
Ayush range and Ayush Therapy Centres.

2003 Launch of Hindustan Lever Network; acquisition of the Amalgam

Group.

2004 Pureit test marketing in Chennai.

2006 Brookefields food operations moved to Mumbai.

[17]
2007 Company name formally changed to Hindustan Unilever Limited
after receiving the approval of shareholders during the 74th
AGM on 18 May 2007.

Sales of Brooke Bond and Surf Excel each cross the Rs 1,000
crore mark.

2008 HUL completes 75 years on 17th October 2008.

Pureit launched across India.

2010 HUL moves to its new headquarters ‘Unilever House’ in Andheri,

Mumbai.

Pureit international launch.

Unilever Sustainable Living Plan launched in India.

Hindustan Unilever Foundation (HUF) was set-up. HUF supports

national priorities for socio-economic development.

2013 HUL completes 80 years on October 17 2013.

HUL launches ‘Prabhat’ (Dawn) - a Unilever Sustainable Living

Plan (USLP) linked program to engage with and contribute to the
development of local communities around our manufacturing
sites.

Unilever’s first aerosol plant in Asia inaugurated in Khamgaon.

2014 The ‘Winning in Many Indias’ operating framework, piloted in

2013, launched nationally. Sales offices expanded from four to
seven with launch of offices in Lucknow, Indore and Bangalore
in addition to the existing sales offices in Delhi, Kolkata, Mumbai
and Chennai.

2015 HUL signed an agreement with Mosons Group for acquisition of

its flagship brand ‘Indulekha’

[18]
 HUL announced signing of an agreement for the sale and
transfer of its bread and bakery business under the brand
“Modern” to Nimman Foods Private Limited.

2016 Sales of six HUL brands namely Surf excel, Brooke Bond, Wheel,
Lifebuoy, Rin and Fair & Lovely cross the rupee 2000 crore mark.

Surf excel crosses the 3000 crore mark.

2017 A new state-of-the-art manufacturing facility was commissioned

in Doom Dooma Industrial Estate, Assam on 11th March 2017.

2018 HUL signs an agreement with Vijaykant Dairy and Food Products
Limited (VDFPL) and its group company to acquire its ice cream
and frozen desserts business consisting of its flagship brand
‘Adityaa Milk’ and front end distribution network across
geographies.

2020 HUL announced acquisition of VWash, the market leader in

female intimate hygiene category to enter the currently
underpenetrated and rapidly growing market segment.

Merger of GSK Consumer Healthcare with Hindustan Unilever

Limited. Iconic health food drink brands – Horlicks and Boost
enter the foods & refreshment portfolio of HUL, making it the
largest F&R business in India.

2022 HUL's turnover crossed the INR 50,000 Crore mark for FY 2021 -
2022.

[19]
Introduction to Personal Wash products of HUL:

Lifebuoy-

Lifebuoy’s vision is, “Making a billion Indians feel safe and secure by meeting all
their health and hygiene needs”.
Lifebuoy launched in red brick shape as carbolic red soap in the market. It is
symbolized as health and hygiene. It has been repositioned in 2002 as family
soap.

Variants-
❖ Lifebuoy Active Red
❖ Lifebuoy Lemon Fresh
❖ Lifebuoy Neem and Aloe vera

Lux-

Since 1929, Lux in step with the changing trends and evolving beauty needs of
the consumers, offers an exciting range of soaps and Body Washes with unique
elements to make bathing time more pleasurable. Lux stands for the promise of
beauty and glamour as one of India's most trusted personal care brands. Lux
continues to be a favourite with generations of users for the experience of a
sensuous and luxurious bath.

Variants-
❖ Lux Velvet Touch
❖ Lux Soft Touch

[20]
 ❖ Lux Charming Magnolia
❖ Lux Hypnotic Rose
❖ Lux Iconic Iris
❖ Lux Fresh Splash
❖ Lux Creamy Perfection
❖ Lux International

Liril-

For 28 years, freshness has been clearly identified with one name - Liril. Liril has
come to be synonymous with the freshness of limes, active energy and freedom
of expression by its symbolic display of the uninhibited female form.

Variants-
❖ Liril Cooling Mint Soap
❖ Liril Lime Rush
❖ Liril Lime and Tea Tree oil

Breeze-

[21]
Breeze Scent Magic is the soap which fulfills the aspirations of women of rural
India. Breeze has offered them 'beauty at an affordable price', making them look
and feel beautiful.

Variants-
❖ Lemon Twist
❖ Rose Mallika
❖ Sandal Sparsh
❖ Rajni Gandha

Hamam-

Launched in 1934, Hamam has always been a reliable option for consumers over
years. The brand has withstood the test of time and has given the consumers
the confidence and assurance of being a soap that is safe on skin.
Hamam is manufactured in the most modern soap plants world-class quality
control system. Hamam contains polyols, which are known to be good
moisturizers. Hamam also contains Aloe Vera, Tulsi and Neem extracts. Hamam
soap is made from a blend of vegetable oils. The optimum grade of Palm oil and
coconut oil is mixed in the right proportion to give a soap that is lasting, gives
lather which is stable and can effectively remove oil, dirt from the surface of the
skin.
Variants-
❖ Hamam Sampurna Snaan
❖ Hamam Scrub Bath
❖ Hamam Abhyang Snaan

[22]
Pears-

Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even
for baby's skin.
Pears is manufactured like any other soap, but unlike in conventional soaps, the
glycerine is retained within the soap. That is the cause if its unique transparency.
After manufacturing, the soap is mellowed under controlled conditions over
weeks. At the end of this maturing process, it is individually polished and packed
in cartons.
Variants-
❖ Pears Pure & Gentle
❖ Pears Germ Shield
❖ Pears oil Control

Dove-

Dove soap, which was launched by Unilever in 1957, has been available in India
since 1995. It provides a refreshingly real alternative for women who recognize
that beauty is not simply about how you look, it is about how you feel.
The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline,
with pH higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and

[23]
7.5) and to be mild on skin. This makes it suitable for all skin types for all seasons.
While Dove soap bar is widely available across the country, Dove Body Wash is
available in select outlets. Globally, Dove has been extended to many other
countries. Since the 1980s, for example, Unilever has launched a moisturising
body-wash, deodorants, body lotions, facial cleansers and shampoos and
conditioners, providing a comprehensive range of solutions to bring out true
inner beauty.

Variants-
❖ Dove cream Beauty Bar
❖ Dove Pink Bar
❖ Dove Sensitive Skin
❖ Dove Cool Moisture

[24]
 Review of Literature

Reviews are on the consumer behaviour on the various fast moving consumer
goods which includes consumer satisfaction, perception, loyalty, buying
intention etc. it also revealed that advertisement effect, income effect on the
purchase of fast-moving consumer goods.

Hlavinka et. al. (2007), examined how consumer packaged goods (CPG)
companies are harnessing the power of loyalty marketing to improve their sales
and branding effectiveness. The paper cites examples of CPG loyalty efforts from
Procter & Gamble, Tazo Tea, Huggies diapers, Moet Hennessey, Maker's Mark,
Purina dog food and others, it outlines two primary models that CPG marketers
are pursuing, each with their own approaches, levels of investment and possible
outcomes. The paper explores the many obstacles CPG marketers must
overcome if they desire to shift from mass advertising to a more customer-
centric marketing model and cites examples of successes and failures from a
variety of organizations. It suggests specific ideas for improving the
effectiveness of their private label credit card program. Majority of the
researches revealed on the consumer buying behaviour which includes
consumer satisfaction, perception, loyalty, buying intention of the fast-moving
consumer goods as a whole and on the marketing strategies of the products of
Hindustan unilever ltd. No research has been conducted on the consumer
behaviour towards the Hindustan Unilever Ltd. and no research have been
conducted on the personal care products of Hindustan Unilever Ltd.

Shilpy Amphora (2014), the paper titled "A Study on advertising Fast Moving
Consumer Goods"- The paper centres on promoting of quick moving customer
products. Quick moving purchaser merchandise is commonly low overall
revenue items and along these lines sold in expansive amounts. In this manner,
it is essential to concentrate on the best way to enhance brand an incentive for
the clients the same number of brands are accessible for similar classes of items.
Another region cantered in the paper is the means by which subsidence
influences the interest for quick moving Consumer Goods and what are the
explanations behind these changes. In such a circumstance, it winds up vital for
the makers or the organizations to expand the interests in these brands and
items with the goal that purchasers are pulled in towards them.

S. Gayathri (2021), conducted a study which aims to examine the consumer

[25]
buying behaviour which include consumer preference, consumer satisfaction,
brand loyalty regarding personal care products of Hindustan Unilever ltd. Data
analysis of the study represents the analysis and interpretation of various
questions asked by consumer who purchase personal care products of
Hindustan Unilever ltd. The research was done on sample size of 150
respondents from December 2020 to March 2021.

[26]
 Need of Study

The term consumer buying behaviour refers the behaviour that

consumers display for purchasing of product and services that they expect, will
satisfy their needs. Consumer is highly complex individuals, subject toa variety
of psychological needs and buying behaviour. Need and priorities of the
different consumers segment differ effectively.
This project has been undertaken to understand the consumer buying behaviour
towards different HUL Personal Wash Products. There is a wide range of bathing
soaps to take bath everywhere. How many bathing soaps of HUL are in the
market especially in non-urban area and up to what limit popular product of
bathing soaps has been able to compete to the local product in terms of
QUALITY, QWANTITY…or INSPIRATION FACTOR to accept buying decision. How
the People use a particular bathing soap and how they show their attitude
towards different bathing soaps and why?

Scope of Study

The research undertaken for this study focused specifically on the geographical
area of Motihari City, deliberately limiting the investigation's scope to gain in-
depth insights within a defined region. Within this framework, the sample size
was constrained to a total of 100 consumers, carefully selected to represent a
diverse cross-section of the population, ensuring reliable and meaningful data
collection.

[27]
 Objective of Study

➢ To check the factors responsible for preference of consumer of Personal

wash Products of Hindustan Unilever Ltd.
➢ To study the media through which most consumers get awareness about
Hindustan Unilever products.
➢ To identify the satisfaction level regarding Hindustan Unilever products
(personal wash products).

[28]
 Consumer Buying Behaviour

The aim of marketing is to meet and satisfy target customer’s needs and
wants. The field of consumer behaviour studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and desires. Understanding consumer
behaviour is never simple, because customers may say one thing but do another.
They may not be in touch with their deeper motivations, and they may respond
to influences and change their minds at the last minute. Still, all marketers can
profit from understanding how and why consumers buy. For example,
Whirlpool’s staffs anthropologists go into people’s homes, observe how they use
appliances, and talk with household members. Whirlpool has found that in busy
families, women are not the only ones doing the laundry. Knowing this, the
company’s engineers developed color-coded washer and dryer controls to make
it easier for kids and men to pitch in.

Factors Influencing Buyer Behaviour:

A consumer’s buying behaviour is influenced by cultural, social, personal, and
psychological factors.

1. Cultural Factors Influencing Buyer Behaviour:

• Culture- Culture is the most fundamental
determinant of a person’s wants and behaviour. The
set of basic values, beliefs, norms, and associated
behaviours that are learned by a member of society.
• Subculture- Each culture consists of smaller
subcultures that provide more specific identification
and socialization for their members. Subcultures
include nationalities, religions, tribal groups, and
geographic regions. Many subcultures make up
important market segments, leading marketers to
tailor products and marketing programs to their
needs.

[29]
 • Social Class- Social classes are relatively
homogeneous and enduring divisions in a society.
They are hierarchically ordered and their members
share similar values, interests, and behaviour. Social
classes reflect income as well as occupation,
education, and other indicators. Those within each
social class tend to behave more alike than do persons
from different social classes. Also, within the culture,
persons are perceived as occupying inferior or
superior positions according to social class. Still,
individuals can move from one social class to another-
up or down- during their lifetime. Because social
classes often show distinct product and brand
preferences, some marketers focus their efforts on
one social class.

2. Social Factors Influencing Buyer Behaviour:

• Family- The family is the most important consumer-
buying organization in society, and it has been
researched extensively. The family of orientation
consists of one’s parents and siblings. From parents, a
person acquires an orientation toward religion,
politics, and economics as well as a sense of personal
ambition, self-worth, and love. A more direct influence
on the everyday buying behaviour of adults is the
family of procreation- namely, one’s spouse and
children.
• Roles and Statuses- A person participates in many
groups, such as family, clubs, or organizations. The
person’s position in each group can be defined in
terms of role and status. A role consists of the activities
that a person is expected to perform. Each role carries
a status.

3. Personal Factors Influencing Buyer Behaviour:

[30]
 • Age and Stage in the Life Cycle- People buy
different goods and services over a lifetime. They eat
baby food in the early years, most foods in the growing
and mature years, and special diets in the later years.
Taste in clothes, furniture, and recreation is also age-
related, which is why smart marketers are attentive to
the influence of age.
• Occupation and Economic Circumstances-
Occupation also influences a person’s consumption
pattern. A blue-collar worker will buy work clothes and
lunchboxes, while a company president will buy
expensive suits and a country club membership. For
this reason, marketers should identify the
occupational groups that are more interested in their
products and services, and consider specializing their
products for certain occupations.
• Lifestyle- People from the same subculture, social
class, and occupation may actually lead quite different
lifestyles. A Lifestyle is the person’s pattern of living in
the world as expressed in activities, interests, and
opinions. Lifestyle portrays the “whole person”
interacting with his or her environment.

4. Psychological Factors Influencing Buyer Behaviour:

• Motivation- A person has many needs at any given
time. Some needs are Biogenic; they arise from
physiological states of tension such as hunger, thirst,
discomfort. Other needs are psychogenic; they arise
from psychological states of tension such as the need
for recognition, esteem, or belonging.
• Perception- A motivated person is ready to act, yet
how that person actually acts is influenced by his or
her perception of the situation. Perception is the
process by which an individual selects, organizes, and
interprets information inputs to create a meaningful
picture of the world. Perception depends not only on

[31]
physical stimuli, but also on the stimuli’s relation to
the surrounding field and on conditions within the
individual.

[32]
 THE CONSUMER BUYING DECISION PROCESS

Basic model of consumer decision making:

Stage Description
Problem The consumer identifies his need and Motivation
Recognition becomes motivated to solve his problem.
Information The consumer searches for all the Perception
search information required to make his buying
decision.
Search for The consumer compares various brands and Attitude
alternatives products. formation
Purchase From all the alternatives, the consumer Integration
Decision decides which brand to purchase.
Post-purchase The consumer evaluates their purchase Learning
Behaviour decision.

➢ Problem Recognition:
Process of buying start with the recognition of a need by the
consumer. He/she recognizes a problem and develops a perception of the
problem. Then she/he seeks information from the environment for
solving problem.
Sources of problem recognition include:
• An item is out of stock
• Dissatisfaction with a current product or service
• Consumer needs and wants
• New Products
➢ Information Search:
The customer turns to the world of information around him. It
makes him aware of the existence of the products or services that would
solve his problem.
Sources of information includes:
• Personal experience

[33]
 • Personal sources
• Public sources
• Commercial sources

➢ Search for alternatives:

Consumer’s evaluating criteria refer to various dimension, features,
characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature
that the product offers and the benefit he / she can get out of that feature.

➢ Purchase Decision:
Once the alternatives have been evaluated, the consumer is ready to
make a purchase decision. Sometimes purchase intention does not result
in an actual purchase. The marketing organization must facilitate the
consumer to act on their purchase intention. The provision of credit or
payment terms may encourage purchase, or a sales promotion such as
the opportunity to receive a premium or enter a competition may provide
an incentive to buy now. The relevant internal psychological process that
is associated with purchase decision is integration.
➢ Post-purchase Behaviour:
Consumer favourable post-purchase evaluation leads to satisfaction.
Satisfaction with the purchase is basically a function of the initial
performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consume
experiencing post purchase dissatisfaction. If the consumer’s perceived
performance level is below expectation and fail to meet satisfaction this
will eventually cause dissatisfaction, and so the brand and/ or the outlet
will not be considered by the consumer in the future purchases. This
might cause the consumer to initiate complaint behaviour and spread
negative word-of-mouth concerning that particular product.

[34]
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research

problem. The research methodology includes the various methods and
techniques for conducting research.

Defining the Research Problem and Objectives:

It is said, “A problem well defined is “Half solved”. The first step in
research methodology is to define the problem and deciding the research
objective. The objective of my study is to know the consumer buying behaviour
of personal wash products of Hindustan Unilever Ltd.

Research Design:
Research Design is conceptual structure within which research is
conducted. It constitutes the blue print of collection, measurement and analysis
of data. Research design is needed because it facilitates the smooth sailing of
various research operations, thereby making research as efficient as possible
yielding maximum information with minimum time, effort and money. Research
Design stands for advance planning of methods to be used for collecting relevant
data and techniques to be used in the analysis. The design helps researcher to
organize his ideas whereby it will be possible for him to look for flaws and
inadequacies. Research design is purely and simply the framework plans for
study that guides the collection and analysis of data. There are three major types
of research design, i.e., exploratory research design, descriptive research design
and experimental research design.

[35]
Data Collection:
The data can be collected from primary & secondary sources.

Primary Data-
Primary data are those, which are collected a fresh and for
the first time and thus happen to be original in character. It is the
backbone of any study. Primary data was obtained from personal
interview of respondents with the help of widely used and well-
known method of survey, through a well-structured questionnaire.
Secondary Data-
Secondary data are those which have already been collected
by someone else and which have already been passed through the
statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of original
data. Secondary data either be published data or unpublished data.
Secondary data was collected from the internet only.
Research instrument:
Research instrument is that with the help of which we collect the data
from respondents. The questionnaire of this research consists of multiple
choices, close ended questions.

Sampling:
Sample Unit- Consumers using the personal wash products.
Sample Plan- Convenience Sampling
Sample Location- Consumers of Motihari City
Sample Size- 100 (Both Male and Female)

[36]
 Limitations of the study

No research is complete without admitting the limitation that was faced while
conducting a study which will contribute to present learning. This study too like
the others have certain constrains which has been discussed below.
• This study was restricted to Motihari city.
• The sample size was limited.
• The result is assuming that respondents have given accurate information.
• The sample size does not give clear representation of the total universe.
• Some of the respondents were not ready to fill the questionnaire and
some of them were not ready to come out openly.

[37]
 DATA ANALYSIS AND INTERPRETATION

1. Demographic Table:

i. Gender-

Gender No. of Samples

Male 70
Female 30

Total 100

Male Female

30%

70%

Analysis and Interpretation:

It is clear from above data that sample of 100 has 70% of male and 30% of
female. So, sample has contribution of both male and female respondents.

[38]
 ii. Age-

Age Group No. of samples

Up to 20 05

20 to 30 70

30 to 40 10

40 to 80 15

Total 100

80

70

60

50

40

30

20

10

0
Up to 20 20 to 30 30 to 40 40 to 80

No of Samples

Analysis and Interpretation:

It is clear from above data that most of the respondents lie in the age of 20 to
30. Followed by 40 to 80 and 30 to 40 and then up to 20.

[39]
 iii. Marital Status-

Marital status No. of Samples

Married 40

Unmarried 60

Total 100

40%

60%

Married Unmarried

Analysis and Interpretation:

It is clear from above data that most of the respondents (60%) are unmarried.
And 40 % of respondents are married.

[40]
 iv. Occupation-

Occupation No. of Samples

Government Employee 29

Private Employee 11

Self Employed 11

Student 42

Others 7

Total 100

7%

29% Government Employee

Private Employee
Self Employed
42%
Student
11% Others

11%

Analysis and Interpretation:

It is clear from above data that most of the respondents (42%) are students
followed by govt. employees (29%) and Private Employees (11%) and Self
employed (11%) and then others (7%).

[41]
 2. Brands People Use-

Brands No. of Samples

Lifebuoy 8

Lux 28

Liril 7

Breeze 13

Hamam 2
Pears 16

Dove 14

Others 12
Total 100

30

28
25

20

15 16
14
13
10 12

8
5 7

2
0
Lifebuoy Lux Liril Breeze Hamam Pears Dove Others

Analysis and Interpretation:

It is clear from above data that most of the people like Lux. Then Pears then
Dove then Breeze then Lifebuoy then Liril then Hamam. Rest of the people use
other Brands.

[42]
 3. Media through which consumers aware about personal
wash products of Hindustan Unilever Ltd.

Media No. of Respondents

Newspaper 16

Magazine 7

T.V. 46

Retailers 16

Friends/Relative 11
Others 4

Total 100

4% Newspaper
11% 16%
Magazine
7%
16% T.V.
Retailers
Friends/Relative

46% Others

Analysis and Interpretation:

It is clear from above data that 46 % of the respondents aware from the T.V., 16
% of the respondents aware from the Retailers, 16 % of the respondents aware
from the Newspapers, 11 % of the respondents aware from the
Friends/relatives, 7% of the respondents aware from the Magazines, 4 % of the
respondents aware from the other sources.

[43]
 4. Frequency of the purchase of personal care products of
Hindustan Unilever Ltd. by consumers

Frequency of Purchase No. of Respondents

Weekly 80

Monthly 20

Total 100

20%

Weekly
Monthly

80%

Analysis and Interpretation:

It is clear from above data that 80 % of people Purchase weekly and 20 % of
people purchase monthly the personal wash products of Hindustan Unilever Ltd.

[44]
 5. Preferred place to purchase

Place for purchase No. of respondents

Nearest Kirana Store 36

Department Store 12

Both 52

Total 100

36% Nearest Kirana Store

52% Department Store

Both

12%

Analysis and Interpretation:

It is clear from above data that 36 % of people prefer Nearest Kirana store and
12 % of people prefer Department store. And most of the people (52 %) prefer
both.

[45]
 6. Reason behind the non-purchase of non-preferred
products of Hindustan Unilever Ltd.

Reason No. of Respondents

Low Quality 30
Non-Availability 4
Less Advertisement 14
High Price 12
Less Varity 20
Non-awareness 20
Total 100

20% Low Quality

30%
Non-Availability
Less Advertisement
High Price
20%
4% Less Varity
Non-Awareness
14%
12%

Analysis and Interpretation:

It is clear from above data that the main reason of non-preferred body wash
product of HUL is Low quality (30%) followed by Less Varity (20%) and non-
awareness (20%) and less advertisement (14%) and High price (12%) and non-
availability (4%).

[46]
 7. Brand loyalty among the consumers towards the
personal wash products of Hindustan Uniliver Ltd.

Brand Loyalty No. of Respondents

Yes 90

No 10

Total 100

10%

Yes

No
90%

Analysis and Interpretation:

It is clear from above data that 90% of people are Brand Loyal. And rest 10% are
not brand loyal.

[47]
 8. Satisfaction of consumers by Personal wash products
of HUL

Satisfaction No. of Respondents

Yes 95

No 5

Total 100

5%

Yes

No
95%

Analysis and Interpretation:

It is clear from above data that 95% of people are satisfied with HUL personal
wash products and 5% of people are not satisfied.

[48]
 9. Main Factor that makes consumers purchase HUL
personal wash products

Factors No. of Respondents

Reasonable Price 18

Quality 42

Scheme 10

Discount 10

Advertisement 15

Retailer Suggestion 5

Total 100

5%
18%
15%
Reasonable Price

Quality
10%
Scheme
10% Discount
42%
Advertisement

Reatailer Suggestion

Analysis and Interpretation:

It is clear from above data that Quality is the main factor that people consider
while making buying decision.

[49]
 10. Recommendation to others

Recommendation No. of Respondents

Yes 90

No 10

Total 100

10%

Yes No

90%

Analysis and Interpretation:

It is clear from above data that 90 % of people are ready to recommend this
brand to others and rest 10 % are not ready to recommend this brand to others.

[50]
 FINDINGS OF THE STUDY

I. All of the respondents are the consumer of personal wash products.

II. Most of the respondents are male.
III. Most of the respondents are between 20 to 30 years of age group.
IV. Most of the respondents are Unmarried and Students.
V. Most of the respondents preferred Lux as body wash product.
VI. Maximum respondents aware from the T.V. about the personal wash
product of Hindustan Unilever Ltd.
VII. Most of the respondents purchase personal wash products weekly.
VIII. Quality is a factor, which cannot be ignored, and maximum respondents
agreed that they consider this factor on the purchase of personal wash
products of Hindustan Unilever Ltd.
IX. Mostly respondents purchase from both Nearest Kirana Store and
Department Store the personal wash products of Hindustan Unilever Ltd.
X. Low Quality is the main reason behind the non-purchase of non-preferred
products of Hindustan Unilever Ltd.
XI. Mostly respondents are brand loyal towards the personal wash products
of Hindustan Uniliver Ltd.
XII. Mostly respondents are satisfied on the usage of personal wash products
of Hindustan Uniliver Ltd.
XIII. A high percentage of respondents are ready to recommend these
products.

[51]
 CONCLUSION

After studying the consumer buying behaviour regarding the various

personal wash products of Hindustan Unilever Ltd. consumer behaviour is
identified. Mostly consumers used the Lux brand. Respondents mostly aware
from the T.V. about the personal care products. Quality, Reasonable price, and
Advertising are the most preferring factors for purchase the personal wash
products of Hindustan Unilever Ltd. Consumers are brand loyal towards the
products. The retailer suggestion also affected the purchasing of personal care
products. Today low-priced competition presents in all categories so without
studying consumer behaviour we cannot survive. And counterfeit products are
available in rural areas so company should take steps so that consumer is aware
about all the various personal care products of Hindustan Unilever Ltd.

[52]
 SUGGESTION

I. Hindustan Unilever Ltd. should focus on all the brand of personal wash
products. The main focus is to increase the brand image of products like
Breeze, Liril, Hamam and Lifebuoy.
II. Consumers are not fully aware about all the personal care products of
Hindustan Unilever Ltd. So, Hindustan Unilever Ltd. should advertise the
less aware products like Hamam. so that consumer should fully aware
about all the personal wash products.
III. Very less consumers are using products like Hamam so the quality of these
products should increase to increase the sales.
IV. The packaging of the personal care products should be more attractive.
V. Company should focus on advertisement of products via T.V. because
most of the consumers are being aware about the product by T.V.
VI. Most of the consumers are buying products from both Nearest Kirana
Store and Department store, so company should make sure that their
products are available all the times in both places.
VII. If company is introducing any new product, company should make sure
that they provide good quality in reasonable price, because that’s what
most of the consumers preferred.

[53]
 Questionnaire
Dear Respondents,
I student of MAHATMA GANDHI CENTRAL UNIVERSITY, student
of MBA conducting a survey on “Consumer Buying Behaviour
towards Hindustan Unilever Limited Personal wash products (Special
reference to Motihari City)”.
Kindly extend your co-operation in filling up this Questionnaire and
enable me in doing my research successfully. The information
provided by you shall be used only for academic purpose.
Please fill in the correct information to help us understand the
customer preferences.
I hereby take this opportunity to seek your valuable opinion to the
subject.

Personal Details
NAME:
GENDER:
AGE:
MARITAL STATUS:
OCCUPATION:

1) Which HUL brand of personal wash product do you use?

Lifebuoy [ ] Lux [ ] Liril [ ] Breeze [ ]
Hamam [ ] Pears [ ] Dove [ ] Others [ ]

2) From where you are aware about the product that is of HUL?
Newspaper [ ] Magazine [ ] T.V. [ ] Retailers [ ]
Friends / Relatives [ ] Others [ ]

3) How frequently do you purchase Personal wash products of

HUL?
Weekly [ ] Monthly [ ]

[54]
 4) What is your preferred place to purchase?
Nearest Kirana Store [ ] Department Store [ ] Both [ ]

5) What is the main reason behind the non-purchase of non-

preferred products of Hindustan Unilever Ltd?
Low Quality [ ] Non-Availability [ ] Less advertisement [ ]
High Price [ ] Less Varity [ ] Non-awareness [ ]

6) Are you brand loyal towards the products of HUL you use?
Yes [ ] No [ ]

7) Are you satisfied with the Personal wash products of HUL?

Yes [ ] No [ ]

8) What is the main factor that makes you purchase HUL personal
wash products?
Reasonable Price [ ] Quality [ ] Scheme [ ]
Discount [ ] Advertisement [ ] Retailer Suggestion [ ]

9) Will you recommend the product to others?

Yes [ ] No [ ]

THANK YOU FOR YOUR VALUABLE TIME.

[55]
 BIBLIOGRAPHY
➢ www.hul.co.in/
➢ www.wikipedia.com/
➢ www.scribd.com/doc/95774236/
➢ www.fdocuments.com/
➢ www.googlescholor.com/

[56]