A Study of Consumer Satisfaction over DABUR Products

Chapter 1:
1.1 Introduction
Dabur India Limited is a leading Indian consumer goods company with interests in Hair Care, Oral
Care, Health Care, Skin Care, Home Care and Foods. From its humble beginnings in the bylanes of
Calcutta way back in 1884 as an Ayurvedic medicines company, Dabur India Ltd has come a long way
today to become a leading consumer products manufacturer in India. For the past 125 years, we have
been dedicated to providing nature-based solutions for a healthy and holistic lifestyle.

Through our comprehensive range of products, we touch the lives of all consumers, in all age groups,
across all social boundaries. And this legacy has helped us develop a bond of trust with our consumers.
That guarantees you the best in all products carrying the Dabur name .

1.2 History

1
1884 - Established by Dr. S K Burman at Kolkata

1896 - First production unit established at Garhia

1919 - First R&D unit established

Early 1900s - Production of Ayurvedic medicines

Dabur identifies nature-based Ayurvedic medicines as its area of
specialisation. It is the first Company to provide health care
through scientifically tested and automated production of
formulations based on our traditional science.

1930 - Automation and upgradation of Ayurvedic products manufacturing

initiated

1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated

1940 - Personal care through AyurvedaDabur introduces Indian

consumers to personal care through Ayurveda, with the launch of Dabur
Amla Hair Oil. So popular is the product that it becomes the largest
selling hair oil brand in India.

1949 - Launched Dabur Chyawanprash in tin pack

Widening the popularity and usage of traditional Ayurvedic products
continues. The ancient restorative Chyawanprash is launched in
packaged form, and becomes the first branded Chyawanprash in India.

1957 - Computerisation of operations initiated

1970 - Entered Oral Care & Digestives segment

Addressing rural markets where homemade oral care is more popular
than multinational brands, Dabur introduces Lal Dant Manjan. With
this a conveniently packaged herbal toothpowder is made available at
affordable costs to the masses.

1972 - Shifts base to Delhi from Calcutta

1975 - The Company was incorporated on 16th September for manufacture

of
high grade edible & industrial guargum powder and its sophisticated
derivatives. It was incorporated in the name of Vishal Chemical
(India) Ltd.

1978 - Launches Hajmola tablet

Dabur continues to make innovative products based on traditional
formulations that can provide holistic care in our daily life. An
Ayurvedic medicine used as a digestive aid is branded and launched as
the popular Hajmola tablet.

2
1979 - Dabur Research Foundation set up

1979 - Commercial production starts at Sahibabad, the most modern

herbal medicines plant at that time

1981

- On 19th September, the name was changed to Vidogum and Chemicals

Ltd.
The capacity of the plant was 2700 tpa of modified and refined
guargum
powder and derivatives such as oxidised guargum, carboxymethylated
guargum, sydoxalkylated, guargum and similar carbo hydrate
modification. It was promoted by Dabur (S. K. Burman) Pvt. Ltd.
and
founded in 1884 in Calcutta. The company manufacture herbal and
Ayurvedic medicines and cosmetics in India. The other products are
Dabur Amla Hair Oil, Badur Chavanprash, Pudin Hara etc.

- The company undertook to set up a unit at Matsya Industrial

Estate,
Alwar, Rajasthan for manufacture of edible and industrial grade
guargum
powder and its derivatives.

1984 - Dabur completes 100 years

1988 - Launches pharmaceutical medicines

1989 - Care with fun

The Ayurvedic digestive formulation is converted into a children's
fun product with the launch of Hajmola Candy. In an innovative move,
a curative product is converted to a confectionary item for wider
usage.

1992 - A new range of coconut oil under the brand name `Anmol' was
launched.
The company developed Dab 10, an intermediate for anti-cancer drug
namely Taxol.

- The Company undertook to implement a phytopharma project at

Ghaziabad
U.P. This unit would manufacture a specialised anti cancer drug
Taxot
apart from manufacture of chemical intermediary for cancer drug and
Terfenadine a non sedative anti allergic drug. The installed
capacity

3
of Taxot, the intermediate drug and anti allergic drug would be `6
Kg,
40 Kgs. and 18 tonnes respectively.

- The company entered into a joint venture agreement with M/s.

Guldenhorst BV Netherland to form a company for manufacture and
marketing of all types of bubble gum, chewing gum, toffees,
chocolate
and cocoa related products, sugar based spreading creams etc. The
company co-promoted Dabur Finance Ltd. to carry on the business of
leasing, financing etc.

- 45,50,520 shares allotted. Pursuant to a scheme of amalgamation

of
Dabur with Vidogum.

1994

- New products launched were `Dentacare,' Vatika and Lactonic which

were well received in the market.

- An integrated facility was designed at Alwar for manufacture of

Ayurvedic Veterinary range at Alwar, a joint venture in technical
collaboration with Shikobo Ltd., Japan to extend the range of
natural
gum products into speciality products.

- The company also undertook to set up a project in Himachal Pradesh

for manufacture of Hajmola, honey, Gulabari, Pudin Hara, Lavan
Bhaskar
Churna and soft gel capsules, part of the existing range of
products.

- At its Sahibabad plant, the company undertook to install various

balancing equipments, mechanise operations, hitherto performed
manually, instal reverse Osmosis plant, a concentration plant for
extraction of herbs, barks, roots, seed etc.

- The company also undertook to upgrade amla pulping section, expand

storage space for ayurvedic raw materials and to meet the cost of
the
installation of two additional DG sets.

- The Company floated two companies a manufacturing unit in Egypt in

the name of Dabur Egypt Ltd. and Dadur International Ltd. in BVI.
The
company entered into a joint venture with Seprache International
Ltd.

4
in the name of `Innova' Inc. For manufacture of anti cancer drug
namely
`Paclitaxel'.

- The company signed a MOU with Osein Internatinal Ltd. for

manufacture
of biscuits, snack, foods & other products in India.

1995

- In addition to the existing products, the company exported

products
like an improved version of Chyawanprash (with more honey and less
pungency) liquid form of Chyawanprash an aqueous based, hair
vitalizer
Melatonine etc.

- 182,02,080 bonus equity shares issued in prop. 4:1. During

November
1993, the company issued 57,00,000 equity shares of Rs 10 lakh at a
prem. of Rs 85 per share of which the following were reserved for
allotment on a preferential basis: (1) 2,64,000 shares to employees
of
the company's shareholders of group cos. (all were taken up); (2)
5,27,000 shares to NRIs (all were taken); (3) 11,40,000 shares to
Indian Fin. Insts. (only 8,38,400) shares taken up; (4) 5,40,000
shares
to FIIs (all were taken up); (5) 6,00,000 shares to Indian Mutual
Funds
(all were taken up). Balance 26,29,000 shares along with 3,01,600
shares not taken up by FIIs, issued to public. Additional 56,530
equity shares allotted.

1996

- The company launched Madhuvanni an anticough preparation.

- A unit was being set up at Baddi for manufacture of Chywanprash

Janma
Ghunti, Lal Tail, Dashmularishta and Ashokarishta. Semi synthetic
pacitaxel and Docetaxel and various front line anti cancer drugs
were
being produced both for domestic as well as export market. The
company
proposed to double the volume of the Katni plant and introduce
modern
technology in processing Amla with high productivity and improved
quality.

5
- The company undertook to set up a joint venture in Bangrain of
France
in the names of Dabon International Pvt. Ltd. Another joint venture
viz. General de Confiteria Pvt. Ltd. commenced commerical production
in
April 1995.

1997

- The Company set up a new manufacturing unit with a high degree of

automation at Baddi (H.P.), to produce company's well known brands
viz.
Chyawanprash, Janma Ghunti, Ayurvedic oils and Asva-Arishtas. A
modern
air conditioned packing line was commissioned at Sahibabad for
homemade
brands of ethnic pastes and line juices.

- The Dabur India Ltd has formed a joint venture with Osem of Israel
for the production of food product in India. The joint venture
named
as Excelcia Food Pvt Ltd will have the Rs.15 paid up capital in
which
Dabur will have 60 per cent stake while Osem will have the rest 40
per
cent holding in the company.

- The company extended its range of real fruit juice by offering

mixed
fruit juice and tomato juice. Its veterinary division launched
`mastilep' for curing mastitis in cattle.

- Dabur India launched a range of extruded snack foods, ready-to-use

cooking pastes and sauces here on Thursday.

- Dabur India is negotiating with Antonio Puig of Spain, the maker

of
the Paco Rabanne perfume range, and Kesling of France to set up
joint
ventures in the country as a part of its strategy to establish a
strong
presence in the personal care sector.

- Dabur India Ltd, Great Eastern Shipping Company Ltd and Ranbaxy
Laboratories Ltd. have signed agreements with NSDL to get their
securities admitted for dematerialisation at NSDL.

6
- Dabur Industries Ltd has signed a tripartite agreement with the
National Securities Depository Ltd and MCS ltd for dematerialising
Dabur shares, becoming the first MCG company to avail of the
facility.

- Dabur India Ltd is launching a new communication campaign this

month
to reposition its oldest brand - `Pudinhara'.

1998

- Dabur India Ltd on 19th January 1998 launched low sodium cooking
salt
called Nutrasalt in Chandigrah.

- Dabur signed a joint venture with Bongrain International SA of

France
to form a new company called Dabon International Ltd

- Dabur India Ltd has launched a range of ayurvedic health care

products for dogs under the umbrella brand name Ayupet.

- Dabur India Ltd (DIL) has commissioned consultancy firm Noble and
Hewitt to script a employee stock option plan.

- Dabur India has tied up with Godrej Foods for the manufacture and
packaging of its `Real' range of fruit juices and fruit drinks in
tetrapacks.

1999

- Dabur India Ltd has entered into an agreement with its Spanish
partner Agrolimen to offload its 49 per cent stake in the joint
venture
company General De Confiteria India Ltd in favour of an Agrolimen
group
company.

- Dabur Pharmaceuticals Limited (DPL) has set up its first overseas

arm
in Britain with a million investment commitment and is
considering
similar ventures in Russia as well as South African countries.

2000

- The Company has taken Nestle SA to the Company Law Board (CLB)
charging the latter with arm-twisting it as a majority shareholder

7
in
their biscuit manufacturing joint venture Excelcia Foods Ltd (EFL).

- FMCG major Dabur, along with US insurance company Allstate and

Prudential-ICICI joint venture have applied for life insurance
license
as the Insurance Regulatory and Development Authority .

- The Company has divested its entire 40 per cent stake in the
controversial joint venture Excelcia Foods with Swiss major Nestle
SA
for a token amount of Rs 10.

- The Company sub-divide the fully paid-up equity shares of Rs. 10

each
into 10 fully paid-up equity shares of Re. 1 each.

- Three domestic pharma companies - Cadila Pharmaceuticals, Shantha

Biotech and Dabur India have signed an agreement with the department
of
biotechnology (DBT) for developing and marketing basic molecules in
leprosy, hepatitis and tumor disease segments.

- Crisil reaffirmed the highest safety rating of `P1+' to the

company's
Rs 100-crore commercial paper programme. Crisil has reaffirmed it's
AA
rating, indicating high safety, assigned to the Rs 20 crore
non-convertible debenture issue of the company.

- Dabur India Ltd., has launched Efarelle Comfort, a natural

menstrual
pain reliever.

- Dabur India's ayurvedic specialities division has launched plain

isabgol husk under the brand name Nature Care.

2001

- Dabur India Ltd. proposes to increase the number of directors on

its
board, by adding three new directors. 2002

- Dabur India Ltd has informed that Mr. Ninu Khanna would now be
continuing as CEO & Director till the Date of the next Board Meeting
scheduled to be held on January 22, 2002.

8
2002

- Dabur India Ltd has informed that Mr.Ninu Khanna has resigned as
Chief Executive Officer and Director of the Company and the
resignation
has been accepted.

- Dabur India Ltd has informed that the Compensation Committee has
allotted 16660 fully paid equity shares of Re 1 each for cash at par
to
the employees of the Company.

- Dabur India Ltd has informed that the Board of Directors has
approved
the restructuring of the Board. Mr A CBurman, Mr Sidharth Burman,
Air
Chief Marshal N C Suri (Retd), Mr S M Datta, Mr Raja Vijay Karan.Mr
Ashok Goenka have resigned from the Directorship of the Company and
the
Board has accepted the same w e f April 1, 2002.Further, Mr V C
Burman
and Mr Pradip Burman have also resigned from the Whole-time
Directorship of the Company. Mr V C Burman and Mr Pradip Burman
will,
however continue as Non-executive Directors of the Company.

-Pradip Burman appointed as Whole time Director of Dabur India.

-The Board of Directors of Dabur India Ltd has appointed Mr Sunil

Duggal as Chief Executive Officer of the company wef July 01, 2002.

2003

-The fourth Largest FMCG, Dabur India Ltd has tied with Free Markets
Inc. for using
leading edge technologies to execute online markets for its
procurement needs.

-CRISIL assigned CRISIL GVC LEVEL 2 rating for governance and value
creation
practices of the company.

-Dabur has sued Pharmaseutical major Ranbaxy for telecasting the

comparative
commercial of Pepfiz.

-Dabur India has inducted Mr.Siddharth Burman as the chairman and Mr

Sunil Duggal,

9
Mr.P D Narang and Mr Charanjit Mohan as the directors of the
4-member board of Dabur
India's global arm based in Dubai.

-The company acquired 10,00,000 ordinary fully paid shares of 1 Pound

Sterling each of Redrock Limited with this acquisition Redrock Limited
has become a wholly owned subsidiary of the company. Redrock Limited
is engaged in the business of manufacture and sale of various
cosmetics, toiletries and health care products and operates from the
Jebel Ali Free Trade Zone in Dubai.

-Acquires equity in Shri Dhanwantry Educational Society

-Dabur forges alliance with Dhanwantry

-Dabur launch new Herbal pill for diabetics

2004

-Dabur set to acquire Egyptian hair oil brand Touch

-Dabur India gets Tetra Pak award

-Dabur India inks pact with Accenture for outsourcing

-Implements `Spend visibility solution' software provided by

FreeMarkets Inc to control costs and strengthen the company's
procurement process

-Dabur ties up Uttarnachal for cancer drug

-Dabur India has acquired a Nigerian company African Consumer Care

Ltd, a step precursor to its plans to go on-shore for manufacturing
in the country

-Dabur join hands with DLF for healthcare hub

2005

-Delists equity shares from The Calcutta Stock Exchange Association

Ltd (CSE) with effect from January 27, 2005,

- Completes the acquisition process of Balsara Hygiene Products Ltd &

Besta Cosmetics Ltd on April 16, 2005.

-Dabur signs Sonu Nigam to endorse cough drops

-Dabur acquires Balsara's businesses for Rs.1.43 bn

10
2006

-Dabur's Director P D Narang appoints as Chairman of PTL

-Dabur India secures prestigious National Award from ICSI

-Dabur promoters acquires stake in Vishal Mega Mart

-Dabur crosses bln market cap, adopts US GAAP.

- Approves FCCB/GDR/ADR up to 0 million

2007

-The Company has issued Bonus Shares in the Ratio of 1:2.

-Dabur India decides to merge its wholly-owned subsidiary Dabur Foods

Limited with itself to extract synergies and unlock operational
efficiencies. The integration will also help Dabur sharpen focus on
the high growth business of foods and beverages, and enter newer
product categories in this space
-Dabur India announced its foray into the organised retail business
through a wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest
Rs 140 crores by 2010 to establish its presence in the retail market
in India with a chain of stores on the Health & Beauty format.

2008 - Acquires Fem Care Pharma

Dabur India acquires Fem Care Pharma, a leading player in the women's
skin care market. Besides an entry into the high-growth skin care
market with an established brand name FEM, this transaction also
offers Dabur a strong platform to enter newer product categories and
markets.

-Dabur India - Launch of First Retail Store by Subsidiary Company

2009

- Dabur India Ltd has appointed Dr. Ajay Dua as an Additional

Director of the Company under the category of Independent, Non
Executive Director w.e.f. September 03, 2009.

- Dabur launched Odomos Naturals, a range of personal application

mosquito repellents packed with Aloe Vera and Citronella with two
options, cream and lotion.

11
-Dabur Red Toothpaste becomes the Dabur's ninth Billion Rupee brand.
Dabur Red Toothpaste crosses the billion rupee turnover mark within
five years of its launch.

1.3 Importance of this research :

• To determine the customers satisfaction over the product

• To bring out the expectation about the product from the consumers

• To find out the ultimate reason which made consumer made satisfied or dis-satisfied about the
product.

• The key factors that attracts the consumers to prefer the Dabur products.

• To find out the ultimate competitors to Dabur and their major factors.

• To determine the result of advertisement that made the consumer to attract.

• To determine the performance or utility of the various products produced by Dabur.

• To determine the customers preference that which product get more priority among Dabur
products.

• To find out the key factors which affect the sale of the products that is produce by the Dabur.

• To find out the marketing strategy that followed by the retailers to gets large no of consumers.

12
1.4 Need for the research:
• To gain knowledge about the companies marketing strategy and customer satisfaction techniques
that followed by the company.

• To bring out the desired result about the customer satisfaction about the product.

• To compare the customer satisfaction and expectation over the product.

• To use the analytical tool to interpret the statistical data and information to bring out the desired
result.

• To find the key area that where the product get strength and failure of the product.

• To give an analytical result regarding the performance of the product.

• To determine the competitors strength of the product.

• To bring out the over all product review and product performance.

13
1.4 Coverage of the Research

Details:

• This research covers customer who were above the age of 20 to 40.

• This research mainly covers the local colleges in madurai.

• The survey were taken from the various area of people who were belong to urban and rural area.

• The survey covers the company’s rural and urban market consumer’s satisfaction and their
expectation.

• This survey covers the area people who belong to students and working category.

• The products are related to herbal cosmetics items it thus covers all the consumers who were are
in both urban and rural areas.

• The survey is mainly focused on urban area to determine the mind set of the consumer regarding
satifaction of the product.

• It covers the consumers of Dabur which highly give importance to pain relief balm (Namely
Real juice, metho plus balm, fast relief and etc).

• It covers the Students and working peoples who were consuming the herbal cosmetics items such
as (Odonil, Navratna oil, Vatika, Navratna cool talk and etc).

• Thus it covers the people of all age group non-regarding of gender everyone is using the product
and getting satisfaction over the products.

14
Chapter 2:

2.1 Research Methodology

I. Primary Data

• The primary data are those data which is collected in the form of questionnaire and E-
questionnaire.

• Questionnaire survey were taken by the people who were comes under working category and
Students.

• Questionnaire gets favorable response from the households and the employees.

• The E-Questionnaire gets a favorable response promptly from the College students and
Lecturers.

• Direct Questionnaire were enquired to the respondents, the questions were explained if it was not
understand by the respondents.

II.Secondary Data

• The secondary data were collected from the previous Research on those identical products and
from literature reviews of those products.

• It thus determines the satisfaction level that is obtained from the observation are consistent.

• It gives the primal information about the satisfaction and expectation of the consumer over its
rival products.

• The secondary data retrieved from the site: http://www.amsreview.org

Title : Defining Consumer Satisfaction
Author : Joan L. Giese
Washington State University
Joseph A. Cote
Washington State University

• It does provides basic information that how to create the Questionnaire according to objectives
mentioned in this research study.

15
2.2 Sampling plan:

After deciding on the research approach and instruments, the marketing researcher must design a
sampling plan.

I. Sampling Method:
• Probability Sampling:

• Stratified random sample: The population is divided into mutually exclusive groups (such as
age groups), and random samples are drawn from each group.

• The Stratified Random sampling method is used to take sample under the mutually exclusive
category of (Medium aged people and Teenage people) this category are differentiated
according to the product they are used from the Dabur products.

• This method is taken into consideration when the user of various products of Dabur are varied
according to the nature of the product and preference of people who using the products.

II.Sampling Size:
• The sample size of a statistical sample is the number of observations that constitute it. In
practice, the sample size used in a study is determined based on the expense of data collection,
and the need to have sufficient statistical power. In a census, data are collected on the entire
population, hence the sample size is equal to the population size.

• The sample size is 125 as the samples are drawn from the college students and lecturers in and
around madurai.

• The sample is mostly taken from the students belong to madurai.

• The samples drawn from E-questionnaire are treated as a factor of lecturers views on satisfaction
over the product.

• The sample is the part of the population that is derived for this research.

16
III.Sample population:
• Population is also used to refer to a set of potential measurements or values, including not only
cases actually observed but those that are potentially observable. Suppose, for example, we are
interested in the set of all adult crows now alive in the county of Cambridge shire, and we want
to know the mean weight of these birds. For each bird in the population of crows there is a
weight, and the set of these weights is called the population of weights.

• The sample population in this research my contains upto 1000 peoples out of that we have taken
125 as sample from those population.

• In and around madurai the college students were set as a target respondents for this study so it
will come up to a limit of 1000 students.

• The sample size may varied when we taken all the arts and science, Engineering colleges. But in
this study only particular college were taken into consideration.

• So among that college we have selected the sample population may hardly not exceed 1000.

2.3 Data Collection Tools:

• The data collection tool used for this study is Questionnaire and Email Questionnaire.

• Using the questionnaire it is easy to get response from the target respondents.

• The E-questionnaire is to get response from the varied people who were using the Dabur
products.

• It is easy to retrieve information from the target respondents and the students from varied
colleges in and around madurai.

• The data questionnaire contains set of questions which enquires the respondents about the
satisfacation and expectation of the consumer.

• Hence, all the questions were collected under the questionnaire and E-Questionnaire are taken
into Consideration.

17
CHAPTER 3

3.1 DATA ANALYSIS AND INTERPRETATION

ANALYSIS

Analysis refers to the methodical classification of data gives in the financial statements.

INTERPRETATION

The term ‘Interpretation’ means explaining the meaning and significance of the data so arranged. It is
the study of relationship between various factors.

ANALYSIS AND INTERPRETATION

Analysis and Interpretation are closely related. Interpretation is not possible without analysis and
without interpretation analysis has no value. Hence the term analysis is widely used to refer both
analysis and interpretation.

customer’s satisfaction is an important element of marketing function which decides the profitability of
any concern. In this chapter an attempt is made to analyze the main factors influencing the satisfacion of
the selected sample respondents in the study area. For the purpose of the analysis, variables are
classified into two important strata viz., dependent variables and independent variable. The independent
variables used in the study are age, sex, educational status, occupation, and income of the
respondent, size of the family and awareness of the sample respondents.

The study uses both primary as well as secondary data; primary data was collected through field survey
method. For collecting the data questionnaire was used as a main tool. The data thus collected were
tabulated systematically in an orderly form. Simple statistical too like percentage age, and chi-square
test were employed.

TOOLS FOR ANALYSIS:

• •Percentage Analysis

18
 • •Chi-square analysis

Percentage Analysis:

In percentage analysis, charts like bar chart and pie charts are used to graphically

represent the results from percentage analysis of the questionnaire

Chi-Square Analysis:

The chi-square is one of the most widely used non-parametric tests in statistical work.

The Chi-Squarewas first used by karl pearson in the year 1900.

It is defined as

x2= Σ [O-E]2/E

Chi-square test is applicable to a very large number of problems in practice. With the

help of this test we can find out whether two or more attributes are associated or not

19
 Table 3.1

AGE OF RESPONTENTS

Factors No of respondents Percentage

15-25 65 52%

25-35 33 26%

35-45 27 22%

Total 125 100

INFERENCE:

• From the above Table 4.1 it shows that age group of persons that is it shows 52% were belongs
to the age of 25-35, 26%are belongs to the age group of 25-35, and 22% were belongs to 35-45.

• From the analysis, it is concluded that maximum of the respondents are 15-25 are the consumer
of Dabur products.

20
 TABLE NO: 3.2

GENDER OF THE RESPONDENTS

Factors No.of Respondents Percentage

Male 88 70.4%

Female 37 29.6%

Total 125 100%

INFERENCE:

• From the above table 4.2 it show the respondents gender, 70.4% are male and 29.6% are Female.

• From the analysis, it is concluded that maximum of the respondents are male.

21
 TABLE NO: 3.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Factors No of Respondents Percentage

UG Graduate 76 60.8%

PG Gradutate 49 39.2%

Total 125 100%

INFERENCE:

• It is identified from the above table infers that 60.8% of the respondents belong to the Under
graduate and 39.2% of the respondents belong to Post graduate.

• It is concluded from the above analysis, the maximum(60.8%) of the respondents who
prefer to the DABUR PRODUCTS, are at the undergraduate graduate level.

22
 TABLE NO: 3.4

OCCUPATION OF THE RESPONDENTS

Factors No of Respondents Percentage

Students 88 70.4%

Employees 37 29.6%

Totals 125 100%

INFERENCE:

• It is identified from the above table infers that 70.4% of the respondents belong to the Students
category and 29.6% of the respondents belong to Employees Category.

• It is concluded from the above analysis, the maximum(70.4%) of the respondents who
prefer to the DABUR PRODUCTS, are belong to Students Category.

23
 Table No 3.5

COMPETITIOR PRODUCTS CUSTOMER USED

Factors No of Respondents Percentage

DABUR 58 46.5%

HUL 36 28.8%

ITC 31 24.7%

TOTAL 125 100%

INFERENCE:

• It is identified from the above table infers that 46.5% of the respondents belong to the DABUR
customers, 28.8% from HUL and 24.7% are belongs to ITC Company.

• It is concluded from the above analysis, the maximum(46.5%) of the respondents are the
consumer belong to DABUR products.

24
 Table No: 3.6

SATISFACTION BASED ON THE FACTOR PRICE & QUALITY

Factors No of Respondents Percentage

Price 37 29.6%

Quality 88 70.4%

Total 125 100

INFERENCE:

• It is identified from the above table infers that 29.6% of the respondents were respond that price
is a factor for their satisfaction and, 70.4% respondents were respond that Quality is a factor for
their products.

• It is concluded from the above analysis, the maximum(70.4%) of the respondents are
responds that Quality is a major factor for their satifaction.

25
 Table no: 3.7

PURCHASE BASED ON THE FACTOR ADVERTISMENT & BRAND NAME

Factors No of Respondents Percentage

Advertisement 52 41.6%

Brand name 73 58.4%

Total 125 100%

INFERENCE:

• It is identified from the above table infers that 41.6% of the respondents were respond that
Advertisment is a factor for their purchase of Dabur products and, 58.4% respondents were
respond that Brand name is factor for their purchase.

• It is concluded from the above analysis, the maximum(58.4%) of the respondents are
responds that BrandName is a major factor for their purchase.

26
 Table 3.8

DABUR PRODUCTS USED BY THE CUSTOMERS

Factors No of Respondents Percentage

Chyawanprash 29 23.2%

Vatika 23 18.4%

Real juice 26 20.8%

Odonil 47 37.6%

Total 125 100%

INFERENCE:

• It is identified from the above table infers that 23.2% consumer were using Chyawanprash oil,
18.4% were using Vatika, 26% were Real juice and finally 37.6% were using Odonil.

• It is concluded from the above analysis, the maximum(37.6%) of the respondents are
responds that they were mostly preferring odonil among Dabur products.

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 Table 3.9

LEVEL OF SATISFACTION BASED ON QUALITY

Factors No of Respondents Percentage

Excellent 58 46.4%

Good 26 20.8%

Satisfactory 32 25.6%

9
poor 0.7%

Total 125 100%

INFERENCE:

• It is identified from the above table infers that their level of satisfactions were differs with many
factors such as 46.4% were responds that Excellent, 20.8% were responds that good, 25.6%
were responds satisfactory and 0.7% were responds Poor.

• It is concluded from the above analysis, the maximum(46.4%) of the respondents are
responds that their level of satisfaction is Excellent towards quality of the products.

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 Table 3.10

FACTOR FOR DISSATISFACTION FOR DABUR PRODUCTS

Factors No of Respondents Percentage

High price 63 50.4%

Low quality 23 18.4%

No advertisement 16 12.8%

Not in Retail outlet 23 18.4%

Total 125 100

INFERENCE:

• It is identified from the above table infers that their level of dissatisfaction were differs with
many factors such as 50.4% were responds that high price, 18.4% were responds that low
quality, 12.8% were responds no advertisement and 18.4% were responds that their satisfaction
is due to the product is not available in retail outlet.

• It is concluded from the above analysis, the maximum(50.4%) of the respondents are
responds were dissatisfied due to high price of the product.

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RELATIONSHIPOF PERSONAL FACTORS OVER THE FACTORS
INFLUENCING PREFERENCE OF PARTICULAR BRAND

In order to study the relationship of personal factors such as age, gender, educational level, occupation
and monthly income over the factors influencing the preference of particular brand such as price, quality
and availability, further analysis has been made under the following heads.

CHI –SQUARE TEST

The chi-square test is an important test amongst several test of significance developed by statisticians.
Chi-square is a statistical measure used in the context of sampling analysis for comparing a variance to
theoretical variance.

The chi-square is a measure of actual divergence of the observed and expected frequencies and as such
when there is no difference between actual and observed frequencies, the value of chi-square is 0. Chi-
square test frequencies is significant or not.

The following formula can be used for calculating chi-square value.

Chi-square test (χ 2 ) =∑ (O − E )/E2

Where,

O = Refers to the observed frequencies and

E = Refers to the expected frequencies

DEGREE OF FREEDOM

The term degree of freedom refers to the number of “independent constraints” in a set of data.
The degrees of freedom are calculated by the formula.

V = (c − 1)(r − 1)

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V = Stands for degree of freedom

c = Stands for number of Columns r = Stands for number of rows

LEVEL OF SIGNIFICANCE

The probabilities indicate the extent of reliance that can be placed on conclusion drawn. The same
technique is used incase of chi- square test and the table value chi- square are available at various
probabilities level. These levels are called level of significance. Usually the value of chi- square is at 5%
level of significance.

Null hypothesis (Ho)

“Null hypothesis is one that would be true if the alternative hypothesis were false”. It is a very useful
tool in testing the significance of difference. It assert that the there is no real difference in the sample
and the population in the particular matter under consideration. It is usually denoted by the symbol Ho.

The level of significance is always the same percentage (usually 5%) which should be chosen with great
care, thought and reason. He will be rejected when the sampling result is less than 0.05 probability of
occurring it Ho is true and vice versa in case of 5% level of significance.

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 CROSSTABULATION BETWEEN AGE AND PRODUCT USAGE

AGE RELEVENT TO ALL AGE GROUP TOTAL

YES NO
15-25 53 12 65

25-35 22 11 33

35-45 15 12 27

TOTAL 90 35 125

Source: Survey Data

(H0): There is no significant relationship between age and product usage for all age groups.

(H1): There is significant relationship between age and product usage for all age group.

CHISQUARE TEST

Calculated x2 value = 12.571

Degree of freedong = 2
Table value = 5.991
Significant Level = Significant at 5%level

32
 It is observed from the above that the calculated value of chi-square is greater than the table
value. Hence the null hypothesis is rejected and it is concluded that there is no significant relationship
between age and product usage among customers.

CROSSTABULATION BETWEEN OCCUPATION AND SATISFACTION OVER

EXPECTATION

OCCUPATI
SATISFACTION ON
OVER
STUDENT EMPLOYEE
EXPECTATION TOTAL

Excellent 45 13 58

Good 7 19 26

Satisfactory 19 13 32

Poor 5 4 9

TOTAL 76 49 125

Source: Survey Data

(H0): There is no significant difference between occupation and satisfaction over expectation.

(H1): There is a significant difference between occupation and satisfaction over expectation.

CHI-SQUARE TEST:

Calculated x2 value = 5.826

Degree of freedom = 3
Table value = 7.815
Significant value = Significant at 5% level

INFERENCE:

33
 It is observed from the above that the calculated value of chi-square is lesser than the
table value. Hence the null hypothesis is accepted and it is concluded that there is no significant
relationship between occupation and satisfaction over expectation.

CHAPTER 4:

4.1 Summary of findings & suggestions

4.1 Introduction

34
 The objective of this chapter is to present the summary, findings and Suggestions of the study.
The chapter consists of three sections. The first Section gives the summary of all the chapters of the
study. The summary includes a brief inference of the study. The second section gives the findings of the
study. Of the secondary and primary data collected, analyzed and interpreted, some important findings
are enlisted. The last section gives. Some suggestions to overcome problems that have been identified
from the study.

4.2 Summary of the study

• The main objectives set for the study were-

• To understand the various organizational factors influencing the performance of product.

• To identify the factors, which are important for improving performance of the product.

• To ascertain whether there exists any signigicant difference in the factors influencing the
performance of the products based on respondent profile.

• To evaluate the satisfaction of product in terms of their price and quality in discharging their role
through a set of human resource initiatives.

• To study the impact of price and quality variables on the satisfaction of the product.

• To identify the factor havin the largest negative influence on performance.

• To offer suggestions based on the findings of the study for improving the performance of the
product.

The following hypotheses were formulated to meet the above objectives.

• Organizational factors have no influence on the performance of the product.

• There is no significant difference in the satisfaction of the consumer based on the product price
and quality.

• There is no significant difference in the role of Dabur products based on the price and quality.

• The performance of the product was not affected by other factors such as competitor’s price and
advertisement.

• 5. As a finding of this study it brings the outcome that the factors such as (quality, price, and
advertisement, utility) play a vital role in the satisfaction of the consumer.

4.3 FINDINGS:

35
• The maximum number of 52% respondents were belong to the age group of (15-25) were the
ultimate consumers of Dabur.

• The maximum of respondents were belong to male category.

• The maximum of (60.8%) the respondents who prefer to the DABUR PRODUCTS, are at the
undergraduate graduate level.

• The maximum (70.4%) of the respondents who prefer to the DABUR PRODUCTS, are belong to
Students Category.

• The maximum(46.5%) of the respondents are the consumer belong to DABUR products.

• The maximum(70.4%) of the respondents are responds that Quality is a major factor for their
satifaction.

• The maximum(58.4%) of the respondents are responds that BrandName is a major factor for
their purchase.

• The maximum(37.6%) of the respondents are responds that they were mostly preferring odonil
among Dabur products.

• The maximum(46.4%) of the respondents are responds that their level of satisfaction is
Excellent towards quality of the products.

• The maximum(50.4%) of the respondents are responds were dissatisfied due to high price of
the product.

• It is observed from the analysis that there is no significant relationship between age and product
usage among customers.

• It is observed from chi-square analysis that there is no significant relationship between

occupation and satisfaction over expectation.

4.4 SUGGESTIONS:

• The following are the suggestion offered to increase the satifaction level of The Dabur
products based on the consumer’s opinion and analysis of the data.

• Most of the consumers expressed their dis-satifaction over the price of the product is higher,
when it compared with the competitors product.

36
 • As regards availability of Dabur products the highest number of respondents is satisfied, but
a few respondents in rural areas dissatisfied because of non-availablity of Dabur products
like (Navratna oil,metho plus, boro plus and etc).

• A few respondents are dissatisfied about the usability of the product, so the manufacturers
must verify the users manual correctly to regulate the consumers.

4.5 LIMITATIONS

• In the survey process and analysis many limitations were to met duc to some factors,

• The survey cannot be taken from the customers who were comes the rural area due to
unavailability of the products in the rural market.

• Due to lack in advertisement and brand familiarity many were confused to give response to
the questions.

• Hence it does focus on the beauty and skin care products, we cannot take survey from the
middle age and old age consumers.

• The survey regarding the cosmetics items, the respondents were feel uncomfortable that they
were using the those cosmetics items to care their beauty. (for example using of odonil)

• We cannot investigate the consumers regarding the integrands used in the products.

CHAPTER 5

5.1 CONCLUSION

The Dabur ltd is a fast growing FMCG (Fast Moving Consumer Goods) company, which is
started in India. Now it has become a world class brand name for its brand. It does maintain a very good
share value in its share market. It has concluded from the above observation and analysis that it having a

37
maximum number of satisfied customers to its product. Hence, it also having dissatisfied customers due
to higher price for its products, as it compared to the competitors price. As it is concluded from above
analysis that it having a maximum number of satisfied consumers to it product.

5.2 EXPERIENCE

• From this research study, the experience gained in part of the survey and analysis.

• It is helpfull to understand about the marketing techniques followed by the companies

• It is helpful to determine the consumers experience and product satisfaction over their
expectation.

• It is highly determinable about the consumers point of view about the products.

• It is highly usable to determine the product performance and price of the product.

• The perception of each consumer varied from person to person about the product.

• It is to collect the large amount of data to do the analysis liable.

• To bring the original output the sources must to be collected from the right respondents who
were using the Dabur products.

CHAPTER 6:

6.1 BIBLIOGRAPHY

a) Books

38
 • Encyclopedia, The world book, Volume 14

• V S Ramaswamy, Marketing Management, 4th edition, Macmillan pulishers India ltd.

• P.N. Arora, S.Arora, “Statistics for Management”, S.Chand & Company ltd, New Delhi.

• Kothari, C.R,Research Methodology, Methods and Techniques

b) Websites

• :www.amsreview.org

• www.dabur.com

• www.marketresearchindia.ne

• www.google.com

ANNEXURE
Study of Customers satisfaction on
DABUR products
QUESTIONNAIRE

39
Name :
Age :
Occupation :
Email id :

1. Do u you use Dabur products?

Yes
No

2. What Product you use in Dabur?

a) Navratna Oil
b) Vatika
c) Odonil
d) Real juice
Others:

3. Did the advertisement of the Dabur products inspire you to purchase the
particular products?
Yes
No
If Yes
• Which product and its advertisement:

4. Do you feel that Dabur products are Satisfying your Expectation?

Yes
No

5. Can You Rate satisfaction level of Dabur products?

Very Good Good Satisfactory Bad Very Bad

6. Do you think that price for the products are worth up to the standard?
Yes
No

40
 7. Do you purchase Dabur products regularly at the retail outlet?
Yes
No

8. Can you specify other Competitors of Dabur products?

I.
II.
III.
IV.
V.

9. Do you give rank the reason for your satisfaction over Dabur products?

Price -
Quality -
Performance -
Brand name -
Utility -

10. Do u specify reason for the Dissatisfaction over Dabur products?

• Poor quality
• High price
• No awareness and quality
• Causing Side effects
• Not available in retail outlets

11. Do you give any suggestions to improve the product better?

………………………………………………………………………………………………………
…………………………………………………………………

41