SD JAIN GIRLS COLLEGE

DIMAPUR , NAGALAND

“A STUDY ON CONSUMER SATISFACTION AND LOYALTY ON

DOVE BRAND ”

Submitted By:
Submitted To:
Nilokali Assumi
Dr. Sant K Gupta ( Supervisor)
B. Com ( Accounts and Finance)
Head and Assistant Professor
University Roll no.
Department of Commerce CH21190046

S.D. Jain Girls College Regd No.

Dimapur: Nagaland S.D. Jain Girls College

Dimapur: Nagaland
 CONTENTS

Declaration
Certificate
Acknowledgement
List of Tables
List of Charts
ABSTRACT

CHAPTER NO. TITLE PAGE NO.

ABSTRACT
CERTIFICATE
LIST OF TABLES
LIST OF CHARTS
1 INTRODUCTION
Background of the study
Background of the topic
Company profile
Need of the study
Scope of the study
Objective of study
Literature Review
2 RESEARCH MYTHOLOGY
Research Design
Sources of Data
 Sampling Design
Sample size
Sampling method
Method of data collection

Instrument of data collection

Questionnaire
Data Analysis Techniques
Limitations of the study
3 DATA ANALYSIS AND
INTERPRETATION
4 FINDINGS
5 CONCLUSIONS
6 RECOMMENDATIONS

Bibliography
Annexure
Questionnaires if any
 DECLARATION
This is to certify that Project Report entitled “A study on customer satisfaction and loyaly of
Dove brand ” is submitted in fulfillment of the requirement for the award of degree B.Com
(Accounts and Finance) in S.D. Jain Girls College under Nagaland University , Lumami ,
Nagaland. The work is original and due acknowledgement has been made in the text to all other
material used.

Date: Name of Student

APPROVED BY

(Supervisor)
 CERTIFICATE
This is to certify that Project Report entitled “
………………………………………………………………………………….”is submitted by
Miss ………Nilokali Assumi………………in fulfillment of the requirement for the award of
degree B.Com (A/F) in S.D.Jain Girls’ College under Nagaland University is a record of the
candidate’s own work carried out under my supervision. The matter embodied in this project is
original and not used for any other purpose.

Date:
 ACKNOWLEDGEMENT
I wish to express my sincere gratitude to my supervisor Dr. Sant K Gupta for his helpful
information and guidance that helped me tremendously at all times in my research and writing of
this thesis. His emmense knowledge, profound experience has enable me to complete this
research successfully. Without his support and guidance, this project would not have been
possible.
I also wish to express my sincere thanks to the Sd. Jain. Girls' college, Nagaland University, for
accepting me to do this project.
Finally, last but by not least I would like to thank everyone of my family and friends and the
Research institute for the help in collection of data information, it was great sharing premises
with all of you. Thank you for all your encouragement
 List of Tables
Table No. Title Page no.
1 GENDER OF THE RESPONDENTS

2 AGE OF THE RESPONDENTS

3 OCCUPATION

4 AWARENESS OF THE BRAND

5 PURCHASE OF THE BRAND

6 PRODUCT PREFERENCE

7 BRAND PREFERANCE

8 MOST INFLUENCING FACTOR OF PURCHASE

9 SATISFACTION OF THE RESPONDENTS

10 LEVEL OF SATISFACTION OF THE

RESPONDENTS

11 REASON FOR CONSUMER’S LOYALTY

TOWARDS THE PRODUCT

12 LIKEABILITY OF RECOMMENDATION TO
COLLEAGUES

13 RECOMMENDATIONS FOR CHANGES

ACCORDING TO RESPONDEDS
 List of Charts
Chart No Title Page no
1 GENDER OF THE RESPONDENTS

2 AGE OF THE RESPONDENTS

3 OCCUPATION

4 AWARENESS OF THE BRAND

5 PURCHASE OF THE BRAND

6 PRODUCT PREFERENCE

7 BRAND PREFERANCE

8 MOST INFLUENCING FACTOR OF PURCHASE

9 SATISFACTION OF THE RESPONDENTS

10 LEVEL OF SATISFACTION OF THE

RESPONDENTS

11 REASON FOR CONSUMER’S LOYALTY

TOWARDS THE PRODUCT

12 LIKEABILITY OF RECOMMENDATION TO
COLLEAGUES

13 RECOMMENDATIONS FOR CHANGES

ACCORDING TO RESPONDEDS
 ABSTRACT
People have wanted to look and feel attractive since the earliest days of civilization.
Archaeologists have found evidence of the use of cosmetics as far back as ancient Egypt and
Greece. Today, in our image-obsessed world, taking care of one’s personal appearance and
demonstrating good hygiene are extremely important. Studies have shown that those who present
a good personal image have a better chance of success in life—from finding a life partner to
landing a job. The personal-care products industry aims to help people look better and feel better
about themselves. It creates, manufactures, and sells personal-care, beauty, and hygiene products.
The aim of this report is to provide an idea of what loyalty is how it can be achieved and why it
is important for businesses. This report focuses on brand and store loyalty. Furthermore, it points
out what customer satisfaction is and what it means to a business. It analyses the relation
between customer satisfaction and customer loyalty. This study was based on questionnaire that
was filled by informants and referencing to earlier research papers. Results and relevant findings
reveal that brand loyalty and customer satisfaction has a great impact on the brand image and
that people have mixed views on brand satisfaction and loyalty.
CHAPTER 1: INTRODUCTION

BACKGROUND OF THE STUDY

A customer is someone who buys a product or service from a business. They play a crucial role
in the success of a company by providing revenue and feedback. Customers have needs and
preferences, and businesses aim to meet those needs to satisfy them. It's important for businesses
to understand their customers and provide excellent customer service to build loyalty and retain
their patronage. Customer is the crucial element needed for a business to run as without any
consumers of its product or services a business will cease to exist.
Consumer satisfaction refers to the level of contentment or fulfillment experienced by customers
after purchasing a product or service. It is crucial because satisfied customers are more likely to
become loyal, repeat customers. When customers are satisfied, they are more likely to
recommend the product or service to others, which can lead to positive word-of-mouth and
increased sales. Additionally, consumer satisfaction helps businesses gauge the success of their
offerings and identify areas for improvement. By prioritizing customer satisfaction, businesses
can build strong relationships with their customers and create a positive reputation in the market.
Customer satisfaction surveys are extremely important as they provide businesses with valuable
insights into the experiences and opinions of their customers. These surveys allow businesses to
gather feedback directly from their customers, helping them understand what aspects of their
products or services are working well and what areas need improvement. By analyzing survey
results, businesses can identify patterns, trends, and areas for growth. This information can then
be used to make informed decisions, enhance customer satisfaction, and ultimately improve the
overall customer experience. So, these surveys are like a direct line of communication between
businesses and their customers.

BACKGROUND OF THE TOPIC

People have wanted to look and feel attractive since the earliest days of civilization.
Archaeologists have found evidence of the use of cosmetics as far back as ancient Egypt and
Greece. Today, in our image-obsessed world, taking care of one’s personal appearance and
demonstrating good hygiene are extremely important. Studies have shown that those who present
a good personal image have a better chance of success in life—from finding a life partner to
landing a job. The personal-care products industry aims to help people look better and feel better
about themselves. It creates, manufactures, and sells personal-care, beauty, and hygiene products.
Examples include cosmetics, toothpastes, sunscreen, razors, shaving cream, deodorant, soaps and
other products for bathing, hair care products, skin care products, nail and cuticle care products,
fitness products (such as specialized running shoes and supports and braces), and many other
items.Worldwide, the personal-care industry generates more than $488 billion in annual retail
sales, according to the Personal Care Products Council, a trade association for the cosmetics and
personal-care products industry.The cosmetics and personal care industry are one of the fastest
growing consumer products sectors in India with a strong potential for foreign companies. The
personal care and cosmetics sector in India has shown continues strong growth, with increasing
shelf space in retail stores and boutiques in India, stocking cosmetics from around the world.
Many international brands like Revlon (the first international cosmetics brand to
enter India in the midinettes), Avon, Burberrys, Calvin Klein, Christian Dior, Estee Lauder,
L’Oréal, Max factor, Max Mara, Body Shop, Maybelline New York, MAC, Bobbi Brown and
many more have been present in India for an extensive period of time. The top three players in
the Indian market are international players, namelyHindustan Unilever, Colgate-Palmolive India
and L'Oréal India. The other prominent international players with a strong presence in the Indian
market include Gillette India, Johnson & Johnson (India), Reckitt Benckiser (India) and Procter
& Gamble Home Products. Domestic players were catching up over the review period with the
emergence of the trends towards natural, herbal and Ayurvedic products. Prominent
domestic players include Godrej Consumer Products, Dabur India, Marico, Wipro Consumer
Care & Lighting, Emani and Patanjali Ayurved.

COMPANY PROFILE
Dove is a personal care brand owned by Unilever originating in the United States. Dove products
are manufactured in Argentina, Australia, Bangladesh, Bulgaria, Brazil, Canada, China, Egypt,
Germany, Hong Kong, India, Indonesia, Iran, Israel, Ireland, Japan, Mexico, Netherlands,
Pakistan, Philippines, Poland, South Africa, South Korea, Thailand, Turkey, Russia and the
United States. It is the No.1 Dermatologist recommended brand for body wash, bars,
antiperspirants and deodorants in US today. The products are sold in more than 150 countries and
are offered for both women, men, and babies. Dove’s logo is silhouette profile of the brand’s
namesake bird. Vincent Lamberti was granted the original patents related to the manufacturing of
Dove in the 1950s, while he worked for Lever Brothers. According to Forbes, Dove is ranked 7th
top brands based on Brand Value.
Product Lines The various products provided by the brand include antiperspirants/deodorants,
body washes, beauty bars, lotions/moisturizers, hair care, or facial care products.Dove is
primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of
animal fats (tallow). In some countries, Dove is derived from tallow, and for this reason it is not
considered vegan, unlike vegetable oil based soaps.Unilever launched a men's toiletries range in
January 2010, branded "Dove Men + Care". In November 2013, Steve Bell of Macon, Georgia,
won the Dove Men + Care Hair "King of the Castle Home Upgrade" contest, receiving a home
upgrade and
consultation with Jonathan Scott of Property Brothers.

NEED FOR THE STUDY

Research methodology is mainly needed for the purpose of framing the research process and the
designs and tools that are to be used for the project purpose. Research methodology helps to find
the customer experience base for the product. This time research methodology is framed for the
purpose of finding the level of customer satisfaction and changing trends of the customer
expectations.The purpose of this paper is to focus on establishing individuals' levels of loyalty
and what sustains and develops their customer loyalty. This paper recognizes the importance
customer loyalty has for many competitive organizations an industries.

SCOPE OF THE STUDY

The study aims to understand the importance of consumer satisfaction and customer feedbacks
which contributes to the growth of business.

OBJECTIVES OF STUDY

➢ To understand and determine the level of consumer satisfaction for Dove

products.
➢ To determine the most influencing factor in the purchase of Dove products.
➢ To know about the awareness of the brand among the public.
➢ To identify the reason for usage of the products.
➢ To determine the trust of consumers on the brand.

LITERATURE REVIEW

Lindsay Morel (2009)

The following thesis aims to evaluate the effectiveness of the Dove Campaign for Real Beauty.
The problem is that of measuring the effectiveness of the Dove
Campaign for Real Beauty in a form deeper than numbers. As the campaign held a secondary
goal of changing women’s perceptions of beauty, so should the evaluation. Thus, two measures
will be employed. First, the following thesis evaluates the campaigns effect on society by
examining how the issue of beauty at large was and is communicated. Data was collected on
beauty by drawing from experience, researching eating disorders, and exploring a feminist
approach to the underlying causes of dissatisfaction with appearances. Second, it evaluates its
effect on the brand by exploring the use of cause marketing as a tool to increase sales. Data
includes research on the best ways, times and methods to use cause marketing. A deep
description of the campaign itself is included to showcase the ways in which Dove paired with
advertising agency Ogilvy to communicate its message. Included are subjective interpretations of
the reasons for which each set of ads in the campaign were launched and public evaluations via
blogs, interviews, and statistics.

S.M. Tanvir Kabir et al. (2019)

Dove is a very successful brand of Unilever Bangladesh. The strategic business unit of Dove,
and the 4p (marketing mix) of Dove communicates that Dove always tries to focus on their
consumer, because Dove believes that everyone is beautiful and Dove is just increasing the
potentiality and confidence among consumers through their product.

Urmee Rahman Silvee (2016)

The idea with which Dove has designed the aforementioned projects are not just beautiful but
also comes out of a genuine concern for the community. Dove being a beauty product itself has
redefined its philosophy in the market that is larger than life. The philosophies “You are beautiful
the way you are” and “Ageing is beautiful” are timeless. With the help of cause marketing
techniques, they reached out to their target audience about real beauty on an intimate level that
surpasses the conventional idea of a branded product being not just another market offering but
creating brand love and breathing life into it. It goes without saying that both men and women
have been conscious about their looks. The conversations could have been given more depth if
boys and men were included to participate as they too could have shared their take on the
discussed issues. Men should actively be a part of such campaigns and should come forward in
support of such positive conversations to reassure the women in their lives and help overcome
beauty related anxieties and vice versa. Men are likely to have their fair share of insecurities and
they should too be addressed with equal importance as well.Marcel Gommans, Krish S.
Krishnan, & Katrin B. Scheffold (2001) highlighted on the importance of building and
maintaining customer loyalty in electronic marketplaces. They presented a conceptual
framework of "e-loyalty" and its underlying drivers and shown their implications for e-marketing
practice and future research directions.

Sami Karna et al. (2004) has reviewed customer satisfaction in the Finnish
construction industry. Several implications regarding customer satisfaction in the construction
were drawn from the findings of the research. Customers were typically satisfied with the
contractor's abilities to co-operate and the skills of contractor's workers and supervisors.
However, low satisfaction could be found for the items related to quality assurance and
handover: workability of handover material and maintenance manual, quality of assignment
material, maintenance manual and repair of defects and deficiencies noticed during handover
inspection. Soetanto et al. (2001) recognizes the satisfactory performance of participants as a
prerequisite to maintaining harmonious working relationships. They argue that satisfaction
surveys provide information to project participants that can be used to help improve their
performance. Results of their importance-performance analysis suggest that contractors need to
improve their performance in most aspects of performance. In terms of criteria in need for
improvement, both clients and architects considered completion of defects the priority.

CHAPTER 2: RESEARCH METHODOLOGY

The research methodology used in this study is quantitative analysis. Quantitative analysis
involves using a deductive approach to the relationship between theory and research, where the
emphasis is placed on testing the theories. Quantitative analysis also incorporates common
practices and norms of the natural science model and of positivism in particular. Quantitative
analysis represents a view of social reality as an external objective reality.

RESEARCH DESIGN
The present study uses descriptive research design where data will be collected from the
customers through questionnaire and then analyzed. The principal aim in employing descriptive
research is to describe the nature of a situation as it exists at the time of the study and to explore
the causes of particular phenomena.

SOURCES OF DATA
To study the objectives of the study, required data were collected from both primary
as well as secondary sources.
Primary data:
100% of the primary data was collected through multiple-choice questionnaires. Questionnaire
has been given to the respondents and answered questionnaires were collected back.
Secondary data:
The secondary data was obtained through various journals, articles, websites and research
papers.

SAMPLING DESIGN:
Sampling design is to clearly define set of objective, technically called the universe to be studied.
Sampling technique used is simple random sampling method.

SAMPLE SIZE:
Sample size refers to the number of participants or observations included in a research study. It
represents the subset of the population that is selected for analysis. The size of the sample is
animportant consideration in research as it can impact the validity and generalizability of the
finding.The sample size for this survey was taken as 105.

SAMPLING METHOD
The study uses convenience sampling method. It is the most commonly used sampling technique
as it is incredibly prompt, uncomplicated, and economical.

INSTRUMENT OF DATA COLLECTION

In this study the primary data was collected by survey technique. In this we distributed the
questionnaires to the respondents through online. The questionnaire was structured in the form
of: Multiple Choice Questions.

QUESTIONNAIRE
A questionnaire is a sheet of paper containing questions relating to contain specific
aspect,regarding which the researcher collects the data. Because of their flexibility the
questionnaire method is by far the most common instrument to collect primary data. The
questionnaire is given to the respondent to be filled up.

DATA ANALYSIS TECHNIQUES

Percentage Analysis The analytical tool used for this study is percentage analysis. Percentage
analysis shows that entire population on terms of percentage. It reveals the number of belonging
in the particular category of the number of people preferring a particular thing in terms of
percentage. In this study, the number of people who responded in a particular manner is
interpreted in forms of percentage. Each table has been calculated on the basis of percentage.
LIMITATIONS OF THE STUDY
The study is an opinion survey. Caution may have to be exercised while extending the result to
other areas. Due to time constriction, only 105 respondents were considered. The result depends
completely on the information given by the respondents which may be biased.The source of
collecting the materials and data was not enough due to restriction in
some websites. Despite its limitaions this study shows all the necessary requirements data and
have been analysed with a questionnaire.

Chapter 3: DATA ANALYSIS AND INTERPRETATION

Percentage Analysis
Table 1 GENDER OF RESPONDENTS

S.No PARTICULARS NO OF RESPONDENTS PERCENTAGE

1 Male 18 17.1

2 Female 87 82.9

TOTAL 105 100

Source : Primary Data
CHART 1 GENDER OF THE RESPONDENTS
From the above table it is interpreted that the percentage of male respondents is 17.1 and female
respondents is 82.9
Interference
Majority (60%) of the respondents are female.
Table 2 AGE OF THE RESPONDENTS
S.No PARTICULARS NO OF RESPONDENTS PERCENTAGE

1 Below 20 6 5.7

2 21-30 92 87.6

3 31-40 5 4.8

4 Older than 40 2 1.9

TOTAL 105 100

Source: Primary Data

CHART 2 AGE OF THE RESPONDENTS

Interpretation
From the above table it is interpreted that out of 105 respondents, the number of respondents
below the age of 20 is 6(5.7%), 21-30 years of age is 92(87.6%), 31-40 years of age is 5(4.8%)
and older than 40 is 2 (1.9%)
Inference
Majority (87.6%) of the respondents belong to the age category of 21-30 years
Table 3 OCCUPATION
S.No PARTICULARS NO OF PARTICIPANTS PERCENTAGE

1 Student 74 70.5

2 Employee 15 14.3

3 Business 5 4.8

4 Household 2 1.9

5 Others 9 8.6

TOTAL 105 100

Source : Primary Data

CHART 3 OCCUPATION OF RESPONDENTS

Interpretation
From the above table it is interpreted that out of 105 respondents, 74(70.5%) are students,15
(14.3%) are employees, 5(4.8) are in business,2(1.9%) are in household and 9(8.6%) are others
Inference
Majority (70.5%) of respondents are students

Table 4 AWARENESS OF THE BRAND

S.No PARTICULARS NO OF PARTICULARS PERCENTAGE

1 YES 100 95.2

2 NO 3 2.9

3 MAYBE 2 1.9

TOTAL 105 100

Source: Primary Data

CHART 4 AWARENESS OF THE BRAND

Interpretation
From the above table it is interpreted that out of 105 respondents 100(95.2%) of respondents are
aware, 3(2.9%) are not aware and 2(1.9%) says maybe.
Inference
Majority (95.2%) of respondents are aware of the brand.
Table 5 PURCHASE OF THE BRAND

S. NO PARTICULARS NO OF PARTICULARS PERCENTAGE

1 YES 88 83.8

2 NO 1 1

3 MAYBE 16 15.2

TOTAL 105 100

Source: Primary Data

CHART 5 PURCHASE OF THE BRAND

Interpretation
From the above table it is interpreted that out of 105 respondents 88(83.8%) respondents have
used Dove product, 1(1%) have not used and 16(15.2%) are currently using dove.
Inference
Majority (83.8%) of respondents have purchased and used Dove atleast once..
Table 6 PRODUCT PREFERENCE

S.NO PARTICULARS NO OF PARTICULARS PERCENTAGE

1 Beauty Bar/ Body wash 36 34.3

2 Shampoo 41 39

3 Conditioner 19 18

4 Deodorant 5 4.8

5 Lotion 4 3.8

TOTAL 105 100

Source : Primary Data

Chart 6 PRODUCT PREFERENCE

Interpretation
From the above table it is interpreted that out of 105 respondents 36(34.3%) of respondents
prefer beauty Bar/ Body wash, 41(39%) shampoo, 19 (18.1%) conditioner, 5( 4.8%) Deodorant
and 4(3.8%) Lotion.
Inference
Majority (39%) of respondents prefer shampoo the most

Table 7 BRAND PREFERENCE

S.No PARTICULARS NO OF PARTICULARS PERCENTAGE

1 Dove 60 57.1

2 Nivea 14 13.3

3 Lux 5 4.8

4 Kerastase 1 1

5 Qod 1 1

6 Other 24 22.9

TOTAL 105 100

Source : Primary Data
Interpretation
From the above table it is interpreted that out of 150 respondents 60(57.1%) of respondents
prefer Dove, 14(13.3%) Nivea, 5(4.8%) Lux, 1(1%) Kerastase, 1(1%) Qod and 24(22.9%)
Other brand.
Inference
Majority (57.1%) respondents prefer Dove over any other products

FINDINGS

● Majority (60%) of the respondents are female

● Majority (87.6%) of the respondents are of 21-30 years old
● Majority (70.5%) of respondents are students
● Majority (95.2%) of respondents are aware of the brand Dove.
● Majority (83.3%) of respondents have purchased and used Dove atleast once
● Majority (39%) of respondents prefer shampoo from the product line the most
● Majority (57.1%) of respondents prefer Dove over any other products.
 CONCLUSIONS

The consumer brand loyalty is apparently decreasing in recent times, attributed to

several factors, viz., sophisticated advertising appeals and heavy media support, similarity of
products in form, content, price, communication, sales promotion tactics of mass displays,
coupons, and price specials that appeal to consumer impulse buying, general fickle mindedness
of consumers in buying behaviour, growth of new products competing for shelf space and
consumer attention. The reasons for variation in the degree of brand loyalty is an important area
of study in the vast understanding of consumer behaviour. These differences in brand loyalty are
affected by demographic factors and studying the significance of demographic factors in
determining brand loyalty may help the marketers in redesigning the marketing strategy to
increase brand loyalty for their products which has several benefits to the marketers and the
organizations.
Bibliography

http://www.unilever.com/brandsinaction/detail/Dove/292077/

www.dove.com

www.marketingweek.com

https://www.unilever.com/news/news-search/2017/Announcing-the-Dove-Real-Beauty-Pledge/

http://www.gcimagazine.com/marketstrends/segments/bathbody/97428784.html

APENDIX (Questionnaire)

1. NAME
________________

2. GENDER
a) Male
 b) Female

3. AGE
a) Below 20
b) 21-30
c) 31-40
d) Above 40

4. OCCUPATION
a) Student
b) Employee
c) Business
d) Household
e) Others

5. ARE YOU AWARE OF THE BRAND DOVE

a) Yes
b) No
c) Maybe

6. HAVE YOU USED ANY PRODUCTS OF DIVE BEFORE

a) Yes
b) No
c) I am currently using

7. WHICH PRODUCT DO YOU LIKE MOST FROM DOVE BRAND

a) Beauty Bar/Body wash
b) Shampoo
c) Conditioner
d) Deodorant
e) Lotion
8. WHICH BRAND WILL YOU PREFER MOST
a) Dove
b) Nivea
c) Lux
d) Aveeno
e) Kerastase
f) Qod
g) Others

9. How were you influenced to purchase/ use a Dove product

a) Advertising
b) Family
c) Friends
d) Newspaper
e) Other

10. Are you satisfied with the performance of Dove?

a) Yes
b) No
c) Maybe

11. How satisfied are you with dove?

a) 1-2
b) 3-4
c) 5

12. What do you think is the main product for the use of Dove products?
a) Affordability
b) Quality
c) Variety
d) Promotion
e) Others
13. Would you recommend Dove to others ?
 a) Yes
b) No
c) Other

14. What change would you like to see in Dove

a) More products range
b) Better packaging
c) More haircare products
d) More bodycare products
e) Others