International Journal of Scientific Research and Review ISSN NO: 2279-543X

A STUDY ON CONSUMER PREFERENCE TOWARDS

DABUR PRODUCTS IN SALEM TOWN
S. Indumathy1
1
M.Phil Scholar,
Department of Commerce
Padmavani arts and science college for women, salem-11
E-Mail: [email protected]

Abstract: This study aims to investigate the consumer preference regarding the Dabur
brand through a survey in the Salem Town. The responses to a closed-ended
questionnaire suggested that competitive pricing, quality of products and good
communication strategies were the most important reasons for the popularity of Dabur
products. Further analysis brought out the following factors as being the most important
in influencing the decision to purchase Dabur products among its customers. It examine
existing state of Dabur products. Besides, this study talks about other parameters like
benefits/attributes consumer acquaintances with herbal products, awareness, preferential,
source of knowledge, usage and attitude related to Dabur products. The research design
consisted of an exploratory phase followed by a descriptive cross-sectional, close-ended
questionnaire-based survey in Salem. Doctors, family members and mass media were
reliable sources and the respondents trust on their recommendations for buying fresh
Dabur products.

Key Words: communication strategy, product quality, competitive pricing, brand

image of Dabur and consumer awareness.

1. Introduction
Dabur is a leading Indian consumer goods company with interests in Hair care, Oral
care, Health care, Home care and foods. 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 health 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.

The driving force behind Dabur products has evolved considerably in India as in other
parts of the world. Starting from purely health notions then moving on to fitness, the
current trend is towards well-being coupled with beauty. In an effort to adapt to these
changes, the industry is slowly moving from basic products such as personal care, oral
care, hair care and health care products. The sizable Indian population base with rising
disposable income offers the industry a promising middle class to market a large variety
of personal care consumer products. The Dabur products segment has witnessed rapid
growth over the last couple of decades.

In recent times the range of cosmetic and beauty products in India has widened
tremendously. Beauty products manufacturers in India mostly cater to the great demand
for cosmetics and toiletries that fall into the low or medium-price categories. This is
because the greatest demand in India has always been for these economically priced

Volume 8, Issue 1, 2019 Page No: 327

International Journal of Scientific Research and Review ISSN NO: 2279-543X

products. However, in recent years in the cosmetics market India competitors have begun
to manufacture products to cater to an International need.

2. Scope of the study

The scope of this project is limited to the understanding of the product life cycle and
the market potential of Dabur products. The focus of this project is to increase the
consumption of Dabur products and help the organization from constant threat from its
competitors and suggests the ways and opportunities to maintain the share of Dabur
products. It has proved to be an important milestone in terms of applying theoretical
knowledge practically thereby making aware of the consumers preference about and
Dabur products.

3. Objectives of the study

[1] To know why consumers are attached with Dabur products.
[2] To study the influence of various factor on the purchase of Dabur products like price,
quality and brand awareness.
[3] To examine purchasing behavior of the consumer gender wise and age wise.
[4] To study the satisfaction level of consumers after using Dabur products.
[5] To make recommendations, for the solution of the problems of Dabur India Ltd.

4. Statement of the problem

Consumer preference is based on advertisement, publicity or public relations, and
quality, quantity and price of the product. The consumer preference is to shift in time to
time. The one of the reason for changing the preference is announcing offers in the
market during festival and off seasons. However the specific impact of sales promotion
of competing brands on various dimensions is notable by insufficient research attention.
This study attempts to bridge this gap.

5. Research Methodology
This project is based on primary data collected through questionnaires from 130 users
of Dabur products within Salem Town. The Questionnaire design is built up to know the
type of products people use, the reason for their buying such products. Secondary sources
have been used to collect information about Dabur brands. Journals, articles, research
reports and government document were reviewed to get the insight of the previous
interventions that the stakeholders and policy makers have already in place. Every person
is a consumer of different brands at the same time. For analyzing the data and providing
the relative if the research outcome suitable statistical techniques were applied.

Sample unit

Sample denotes only a part of the universe which is studied and conclusions are drawn
on the basis for the entire universe.

Sampling techniques

A convenient sampling was used for the purpose of survey and a questionnaire was
floated among them.

Size of sample

A total of 130 consumers were selected for consumer preference of Dabur product
survey.

Volume 8, Issue 1, 2019 Page No: 328

International Journal of Scientific Research and Review ISSN NO: 2279-543X

Data collection

Data for the purpose of research was collected through primary data and secondary
data.

Primary data collection

Primary data is the collection of first information or from the collection first hand
information which enhance the researcher to identify the key element or from direct
sources. Primary data research plays an important role for attain the collection of
information for this research and also collecting a information through by questionnaire
which is given to the Dabur product customers.

Secondary data collection

Secondary data consists of information that already exists. This information’s are
collected for specific purpose in the study. The secondary data was collected from various
books, internet, magazines etc any data which have been gathered earlier by other
organization and which have been already processed. The major Advantages of these data
it is economical and easy to get.

6. Data analysis
The data collected has been analyzed and presented with the help of tables, graphs and
charts.

Tools for analysis

The following statistical tools are used in the study for the purpose of analysis.

Percentage analysis

It refers to a special kind of ratio; percentages are used to comparison between two or
more series of data and also to describe to relation. Since the percentage reduced
everything to a common base and there by allow meaningful comparison to be made.

Chi – square test

Chi-square test is applied to test the goodness of fit to verify the distribution of
observed data with assumed theoretical distribution. Therefore it is a measure to study the
divergence of actual and expected frequencies; Karl Pearson’s has developed a method to
test the difference between the theoretical (hypothesis) and the observed value.

Chi – square test (χ2) = (O-E) /E

Degrees of Freedom = V = (R-1) (C-1) Were.

‘O’ = Observed Frequency

‘E’ = Expected Frequency

‘R’ = Number of Rows

‘C’ = Number of Columns.

Volume 8, Issue 1, 2019 Page No: 329

International Journal of Scientific Research and Review ISSN NO: 2279-543X

7. Limitations of the study

[1] The research has taken highly expensive.
[2] The research has highly time consuming. The time by which the research results are
presented market situation can undergo a change.
[3] The data collection is applicable in Salem District only.
[4] The research is carried out on customers. They have tendency to behave artificially
when they know that they are being observed.
[5] Subjectivity is the main limitation of the study. It is very difficult to verify the
research results.

8. Review of Literature
A.Sudhakar and T.Suchitra Rani (2012)20 conducted a study and from the study it was
found that family influences purchase decision of different categories of beauty soaps,
fairness creams, shampoo, henna, hair oil and kajal brands. However, friends were found
to be the main influencing social factors in purchase of face wash, eye liner and nail paint
brand. Prialatha, P.; Mathi, K. Malar(2015)21 conducted a study in the Coimbatore
district.. The study intends to identify the level of influence of various factors on the
purchase of Dabur personal care products by rural consumers. The study shows that rural
consumers give more importance to the 'quality' of the personal care brands they buy. Jai
Singh Parmar (2007)22 conducted a study on understanding the demographic factors that
influence the use of cosmetics namely age, occupation and income in the town. It was also
found that brand switching was common among cosmetic users, especially when their
regular brand was not available. The study also showed that users preferred either
homemade or herbal cosmetics rather than synthetic cosmetics. Urvashi Makkar et
al.(2007)23 observed that the increasing size of the middle class population in India,
representing a growth of disposable income, has led to an increase in the demand for
cosmetics. The customers have a strong positive attitude towards herbal cosmetics and
these consumers are more inclined to purchase higher-priced products.

Chi-Square Analysis - 1

Null hypothesis H0:There is no relationship between level of satisfaction of the

respondents to types of Dabur products.

Alternative hypothesis H1:There is a relationship between level of satisfaction of the

respondents to types of Dabur products .

Row Total x Column Total

Expected Frequency = ------------------------------------------
Total Frequency

Dabur
products Highly Highly
Satisfied Moderate Dissatisfied
satisfied dissatisfied
Level of Total
satisfaction
Dabur Juice 9 7 5 4 3 28
Dabur digestive 3 2 3 5 2 15
Dabur oral care 8 5 6 2 1 22
Dabur hair care 6 5 3 2 4 20
Dabur skin care 7 8 9 1 1 26

Volume 8, Issue 1, 2019 Page No: 330

International Journal of Scientific Research and Review ISSN NO: 2279-543X

Dabur Health
7 5 4 2 1 19
care
Total 40 32 30 16 12 130

Ʃ (Oi -Ei)2
Oi Ei ---------
Ei
9 8.61 0.017
7 6.89 0.0001
5 6.46 0.33
4 3.44 0.09
3 2.58 0.17
3 4.61 0.56
2 3.69 0.77
3 3.46 0.06
5 1.85 5.36
2 1.38 0.27
8 6.76 1.53
5 7.04 0.59
6 5.07 0.17
2 2.71 0.18
1 2.03 0.52
6 6.15 0.0003
5 4.92 0.0001
3 4.61 0.56
2 2.46 0.08
4 1.85 2.49
7 8 0.125
8 6.4 0.4
9 6 1.5
1 3.2 1.51
1 2.4 0.81
7 5.85 0.22
5 4.67 0.02
4 4.38 0.03
2 2.33 0.04
1 1.75 0.32
Ʃ(Oi -Ei)2
--------- = 18.7225

Volume 8, Issue 1, 2019 Page No: 331

International Journal of Scientific Research and Review ISSN NO: 2279-543X

Ei

Table value: χ2 = (r-1) (c-1) d.f = (6-1) (5-1) d.f = (5) (4) d.f = 20 d.f = 31.4104

Inference: χ2 calculated value is less than the tabulated value. So we Accept Ho .

Hence Chi-square calculated value is less than the chi-square table value. So we accept
the null hypothesis. The result is there is no relationship between level of satisfaction of
the respondents to types of Dabur products.

Chi-Square Analysis - 2

Null hypothesis H0: There is no relationship between factors affecting to purchase of

Dabur juice items.

Alternative hypothesis H1: here is a relationship between factors affecting to purchase of

Dabur juice items.

Row Total x Column Total

Expected Frequency = ------------------------------------------
Total Frequency

Factors
Goo
Brand Any Tota
d for Taste Price
loyalty other l
health
Types of
Juice
Dabur Red
3 2 3 1 3 12%
Active Gel
Real’Burrst
2 4 2 3 3 14%
mixed fruit
Apple &
4 3 4 2 2 15%
Litchi juice
Beet root
3 3 4 2 2 14%
and carrot
Cucumber 1 2 2 3 2 10%

Mango 3 4 3 4 3 17%

Orange 2 2 4 1 1 10%

Crispy apple 2 2 1 1 2 8%
100
Total 20% 22% 23% 17% 18%
%

Table value: χ2 = (r-1) (c-1) d.f = (4-1) (5-1) d.f = (3) (4) d.f =12 d.f = 21.0261

Inference: χ2 calculated value is < χ2 tabulated value. So we Accepted Ho .

Hence Chi-square calculated value is less than the chi-square table value. So we accept
the null hypothesis. The result is there is no relationship between factors affecting to
purchase of Dabur juice items.

Volume 8, Issue 1, 2019 Page No: 332

International Journal of Scientific Research and Review ISSN NO: 2279-543X

9. Findings
[1] 68% of the respondents are male and 32% of the respondents are female.
[2] 21% of the respondents age is below 30 years, 39% of the respondents age is 30-40
years, 25% of the respondents age is 40-50 years and 15% of the respondents age is
above 50 years.
[3] 14% of the respondents are illiterate, 31% of the respondents are under graduate, 26%
of the respondents are post graduate and 29% of the respondents are others.
[4] 22% of the respondents are business people, 34% of the respondents are employees,
30% of the respondents are professionalist and 14% of the respondents are doing
other.
[5] 18% of the respondents income Below Rs.10,000, 24% of the respondents income
Rs.10,000-Rs.15,000, 28% of the respondents income Rs.15,000-Rs.20,000 and 30%
of the respondents income Above Rs.20,000.
[6] 60% of the respondents are married whereas 40% of the respondents are unmarried.
[7] 12% of the respondents like to drink Dabur Red Active Gel, 14% of the respondents
like to drink Real Burrst Mixed Fruit, 15% of the respondents like to drink Apple and
Litchi Juice, 14% of the respondents like to drink Beet root and Carrot Juice, 10% of
the respondents like to drink Cucumber Juice, 17% of the respondents like to drink
Mango Juice, 10% of the respondents like to drink Orange juice, and 8% of the
respondents like to drink a Crispy Apple.
[8] 75% of the respondents take Dabur Hajmola regular digestive items, whereas 25% of
the respondents take a Dabur Hajmola Candy for their digestive.
[9] 80% of the respondents using Dabur Red oral care items, whereas 20% of the
respondents using Dabur lal Dant manjan oral care items.
[10] 18% of the respondents use Dabur Amla Hair Oil, 22% of the respondents use Dabur
Vatika, 20% of the respondents use Dabur Almond and Coconut milk shampoo, 16%
of the respondents use Dabur Root strengthening shampoo, and 24% of the
respondents use Dabur Black Olive Shampoo.
[11] 20% of the respondents use Dabur Odomos Cream, 25% of the respondents use Dabur
Odomos Gel, 30% of the respondents use Dabur Huggies diaper for their child, and
25% of the respondents use Dabur Baby Almond Badam oil.
[12] 29% of the respondents use Dabur Chyawanprash health care items, 30% of the
respondents use Dabur Pudinhara health care items, and 41% of the respondents use
Dabur Glucon-D.
[13] 20% of the respondents say that Dabur product is good for health, 22% of the
respondents say brand loyalty is the reason for using Dabur product, 23% of the
respondents say taste is the reason for using Dabur product, 18% of the respondents
say price is the reason for using Dabur product, and 17% of the respondents say some
other reason for using that Dabur product.
[14] 36% of the respondents like snakes and ladders as free gift from Dabur products, 30%
of the respondents like sketch pens as free gift from Dabur products, and 34% of the
respondents like chess board as free gift from Dabur products.
[15] 76% of the respondents seen advertisement of Dabur products, whereas 24% of the
respondents did not seen advertisement of Dabur products.
[16] 20% of the respondents say Television is encourage to buy a Dabur products, 19% of
the respondents say Internet is encourage to buy a Dabur products, 24% of the
respondents say friends are encourage to buy a Dabur products 20% of the
respondents say family is encourage to buy a Dabur products, 17% of the respondents
say some other factor is to encourage Dabur products.
[17] 26% of the respondents say children are mostly consume to Dabur products, 28% of
the respondents say spouse are mostly consume to Dabur products, 22% of the
respondents say parents are mostly consume to Dabur products, and 24% of the
respondents say whole family members are mostly consume to Dabur products.

Volume 8, Issue 1, 2019 Page No: 333

International Journal of Scientific Research and Review ISSN NO: 2279-543X

[18] 21% of the respondents say taste is the reason for kids consuming Dabur products,
23% of the respondents say health is the reason for kids consuming Dabur products,
25% of the respondents say both taste and health are the reason for kids consuming
Dabur products, and 31% of the respondents say some other reason for kids
consuming Dabur products.
[19] 45% of the respondents like to consume Dabur products, 20% of the respondents like
to consume ITC products, 22% of the respondents like to consume Hindustan
products, and 13% of the respondents like to consume some other brands.
[20] 32% of the respondents say that they purchase another brand for the time of
unavailability of Dabur, 26% of the respondents say that they wait for Dabur brand to
be available, 20% of the respondents say that they go for substitute brand, and 22% of
the respondents say that they purchase which is offered by the retailer.
[21] 28% of the respondents purchase Dabur products at once in a month, 35% of the
respondents purchase Dabur products at twice in a month, 37% of the respondents
purchase Dabur products at six month once.
[22] 75% of the respondents say price changes are affect the preference of Dabur products,
whereas 25% of the respondents say price changes did not affect the preference of
Dabur products.
[23] 33% of the respondents prefer price discount, 25% of the respondents prefer buy one
get one offer, and 42% of the respondents prefer some other promotional schemes.
[24] 28 respondents take Dabur juice, 15 respondents take Dabur digestive items, 22
respondents take Dabur oral care items, 20 respondents take Dabur hair care items, 26
respondents take Dabur skin care items, and 19 respondents take Dabur health care
items, among the above Dabur products 40 respondents are highly satisfied with their
Dabur products, 32 respondents are satisfied with their Dabur products, 30
respondents are moderately satisfied, 16 respondents are dissatisfied, and 12
respondents are highly dissatisfied with Dabur products.

10.Suggestions
[1] The samples should be distributed to the people.
[2] The product needs more promotional activities.
[3] The package of the product should be more attractive to increase the sales.
[4] It should be easily available in retail stores.
[5] Offers and discounts should be announced frequently.
[6] Focus on growing core brands across categories.
[7] Reaching out to new geographies, within and outside India.
[8] Improve operational efficiencies by leveraging technology.
[9] Target consumers with safe, efficacious, natural solutions by synthesizing the deep
knowledge of Dabur products.
[10] Provide consumers with innovative products within easy reach.
[11] The demand was because the herbal products are mostly skin friendly and non-
allergic to human body and provide the benefits naturally. The only problems with
them is that they are little costly. Efforts should be made to make them available at
affordable prices.
[12] To take care of the safety and health of the consumers who uses the personal care
products. This can be done by having strict quality measures while manufacturing the
products.
[13] Products need to make balance between high results as well as not being allergic for
maximum number of consumers. Today the consumers want to have more options
and variety. They want to customize the product as suited for them and interestingly.
[14] Companies are also understanding their demands and providing them what they want.
Speedy consumer complaints redressed is another thing that consumers want.
Promotion of the personal care brands is one of the very important factors. To capture
consumers mind and pocket it is very essential.

Volume 8, Issue 1, 2019 Page No: 334

International Journal of Scientific Research and Review ISSN NO: 2279-543X

[15] To create awareness of the brand or product among them. For that T.V.
advertisements, promotional schemes, print ads, PR activities etc. need to take place.
There should be perfect balance between the spending on marketing of the products
and the sales or revenues generated from them.
[16] Maximum respondents suggested that the personal care players in the market should
concentrate most on the quality of the product. Price, convenience of buying, the
attractive offers will come later on. Consumers today are ready to pay the premium
for the quality they want.
[17] The company should not ignore the competitors and retain more customers and satisfy
them, must fulfill the claims made by the company before any other brand may take
away the benefits of marketing through spirituality. Once the producers take the care
of quality of the product, promotions will take them to new heights.

11.Conclusion
Ayurvedic products are reasonable cost effective and well accepted by customers.
They are easily available and do not have side effects. With its rich biodiversity and rich
heritage of Indian medicinal system, India would draw world attention as an abode of eco-
friendly systems that are in harmony with the nature, it is concluded that all the customers
are aware of the product, and he customers are satisfied with the quality and price of the
products. The findings in the paper show that there’re are many significant factors that
together make up the buying decision of the product. Dabur is enjoying the advantageous
position in market through spirituality element involved in its products. The people now
are not considering the herbal as luxury. Most of the consumers feel that there were
chemicals in herbal, which cause many side effects, and started switching over to
ayurvedic based cosmetics. The herbal manufacturing company after realizing the need of
the customers‟ started ayurvedic based cosmetics. This study enabled the manufactures to
know the need and preference of the customers‟, which can be implemented by the
manufactures to improve their products.

Friends, family and advertisements were found to be the decision influencers while
buying the personal care products. This is because the respondents are young population
and are constantly in touch through workplace, social media, mobile phones etc. so they
have lot of influence on each other while buying the personal care products particularly
cosmetics, hair care and beauty related products. Television and word of mouth emerged
to be the most influential in promoting the personal care brands. As we see a lot of
commercial advertisements on T.V. these days, they are bound to influence the youth and
other members of the society as well. As we saw that friends help each other find their
suitable brands this shows that how much important is word of mouth in case of
promotion of personal care products.

Toady consumer wants quality product, good services, easy availability of product and
better benefits from the product. People are becoming more brands conscious and they
are not satisfied with the range of products available. So it is up to the players in the
market to provide multiple options and at the same time maintain a perfect balance
between the quality and price of the personal care products.

12.Bibliography
[1] "Dabur North America, Dabur Chyawanprash, Chyawan Granules, Dabur USA".
Dabur.com. Retrieved 28 July 2017.
[2] "Annual Report 2014-15". Dabur.com. Retrieved 13 April 2017.
[3] Our founder. Dabur.com. Retrieved on 23 December 2013.
[4] "India's Most Trusted Brands". Archived from the original on 2 May 2015.

Volume 8, Issue 1, 2019 Page No: 335

International Journal of Scientific Research and Review ISSN NO: 2279-543X

[5] "www.icis.com/resources/news/2003/05/22/196152/dabur-india-demerges-pharma-
business-from-fmcg-ops/". www.icis.com. Retrieved 2017-08-02.
[6] "Dabur subsidiary divests stake in UAE-based group firm Weikfield International".
The Times Of India. 30 June 2012.
[7] "How Dabur's Burmans Segregated Family and Business | Forbes India". Forbes
India. Retrieved 27 July 2017.
[8] "Making A Difference." Dabur India (Media centre). Accessed October 2011.
[9] (14 June 2011.) "Snapdeal adopts village in Uttar Pradesh and residents renames
village to Snapdeal.com." The Economic Times (The Times of India). Accessed
September 2011.
[10] Vats, Rachit (28 August 2011.) "Social branding." Archived 19 October 2011 at the
Wayback Machine. Hindustantimes.com. Accessed September 2011.
[11] Reporter, B. S. "Brand trust survey shows surprise gainers; Indian firms, too, make
presence felt". Retrieved 13 September 2016.
[12] "Dabur rejects black money charge against Pradip Burman, Lodhiya 'shocked' to see
his name: News18 Videos". Ibnlive.in.com. 27 October 2014. Retrieved 13 April
2017.

Volume 8, Issue 1, 2019 Page No: 336