A STUDY ON CUSTOMER BEHAVIOR & EMPOWERMENT AT HUL

ABSTRACT

Customer Behavior & Empowerment refers to the buying behavior of the ultimate
consumer. Many factors, specificities and characteristics influence the individual in what
he is and the Customer in his decision making process, shopping habits, purchasing
behavior, the brands he buys or the retailers he goes. A purchase decision is the result of
each and every one of these factors. An individual and a Customer is led by his culture,
his subculture, his social class, his membership groups, his family, his personality, his
psychological factors, etc.. and is influenced by cultural trends as well as his social and
societal environment. By identifying and understanding the factors that influence their
customers, brands have the opportunity to develop a strategy, a marketing message
(Unique Value Proposition) and advertising campaigns more efficient and more in line
with the needs and ways of thinking of their target consumers, a real asset to better meet
the needs of its customers and increase sales.

Consumer behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It
refers to the actions of the consumers in the marketplace and the underlying motives for
those actions. Marketers expect that by understanding what causes the consumers to buy
particular goods and services, they will be able to determine—which products are needed
in the marketplace, which are obsolete, and how best to present the goods to the
consumers.

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 TABLE OF CONTENTS

CHAPTERS CONTENTS PAGE NO

CHAPTER-1 Introduction 03

Need of the study

Scope of the study

Objectives of the study

Research Methodology

Limitations of the study

CHAPTER-2 Review Of Literature 15

CHAPTER-3 Company Profile And Industry Profile 33

CHAPTER-4 Data Analysis And Interpretation 52

CHAPTER-5 Findings, Suggestions, Conclusion And 68

Bibliography, Questionnaire

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 CHAPTER I
INTRODUCTION

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CUSTOMER BEHAVIOR & EMPOWERMENT – INTRODUCTION

Customer Behavior in modern marketing, Customer is regarded as a king. It is the

Customer who determines the growth, prosperity and even existence of a business
enterprise. All attention is paid to him in marketing management. The manufacturer
should always fell the pulses of consumers. He must plan his production and distribution
to suit the needs and convenience of consumers rather than his own. He must have a clear
understanding of Customer Behavior & Empowerment, so that he can adopt a proper
marketing policy. He has to emphasis with the Customer and find answers to questions
like who Customer is, what the Customer wants to buy, and when, where, how and why
the Customer wants to buy. The concept of Customer Behavior & Empowerment
provides answers to all such questions.

CUSTOMER BEHAVIOR & EMPOWERMENT

Market consists of buyers. Hence it is the behavior of buyers that is central to an

understanding of markets. The Customer or buyer behavior is very important for an
effective marketing planning. A business enterprise without having Customer
understanding cannot fulfill its obligation of Customer satisfaction. Marketers must study
their customers’ wants, preferences and buying behavior. Such a study will provide clues
for developing new products and for making changes in the existing products, prices and
other marketing mix elements. If the producer disregards the wants and preferences of
Customer and goes on producing the goods which do not satisfy the consumers, the goods
will not be sold in the market. It is not the policies that bring changes in the market, it is
the behavior of the consumers. The marketing programs and policies depend upon the
Customer Behavior & Empowerment. The Customer needs, attitudes and buying
behavior are ever changing. The buying behavior of consumers depends on certain
factors like income, location, sex, social status, psychology etc. of course, these factors
are dynamic. Therefore it always becomes essential to identify the characteristics and
behavior of consumer. Customer Behavior & Empowerment is the act of consuming or
using commodity or service. It may be defined as that behavior exhibited by people in
planning, purchasing and using commodities and services. It refers to why people select,
obtain, and use goods and services. How a Customer will behave when a particular

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product comes before him, its study is called Customer Behavior & Empowerment.
Customer Behavior & Empowerment is an integral part of human behavior and cannot be
separated from it.

According to Angel, Black well and Kollat, “Customer Behavior & Empowerment refers
to those acts of individuals directly involved in obtaining and using goods and services
including the decision process that precede and determine these acts”. Of all the different
categories of human behavior – eating, sleeping, reading, working, playing and so on-
buying is one of the most complex and most important one. This is because the buying
involves parting with money which may be part of a hard-earned wages, profit of a risk
full investment or even the entire savings of life time.

There are at least three important reasons why it is useful to study the behavior of
consumers:
1. Gateway to motives: Behavior is the gateway to motives. It is by watching
and examining behavior that a marketer can have some idea of the motives that induce a
buyer to buy.
2. Source of marketing plan: Once the X-ray of buyer behavior is known, a
marketer can formulate his marketing plan accordingly.
3. Changing behavior: By reviewing behavior over some past period, it may be
possible to get clues of the future behavior.

But the human mind is a black box. The mind of men is the most abstruse thing in the
world. It is very difficult to see the mind. However, thanks to the growth of psychology
and the behavioral sciences, it has now become possible to have some sort of an X-ray of
the human mind. One cannot observe the mind but one can see and scrutinize behavior.

DIFFERENCE BETWEEN CUSTOMER AND BUYER

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Sometimes Customer and buyer happen to be the same person. Sometimes they are
different persons. Anyhow it is desirable to note the difference between a Customer and a
buyer. Customer is one who consumes or uses a commodity or service which is being
bought for cash or on credit. In this case the Customer himself is the buyer. In other
words, both the buyer and the Customer happen to be the same person. Again, the
Customer is one who consumes a commodity or service which is being bought by
someone else, but the use is made with the approval of the actual buyer. In this case the
Customer and the buyer are different persons. Thus a Customer need not necessarily be a
buyer. Likewise, a buyer need not always be a consumer. This means that buyer is one
who buys a commodity or a service. When he uses it he becomes a Customer also.

In the Customer Protection Act (1986), the term Customer includes buyers also.
According to Customer Protection Act, in respect of goods, a Customer is : (i) one who
buys goods for a consideration that is paid immediately or later, (ii) includes any user of
such goods other than the actual buyer if such use is made with the approval of the buyer.
In respect of services, a Customer is: (i) one who hires any service for consideration that
is paid immediately or later, (ii) includes any beneficiary of such service other than the
actual hirer, if such service is availed with the approval of such person.

IMPORTANCE OF STUDY OF CUSTOMER BEHAVIOR &

EMPOWERMENT
As already stated, modern marketing is Customer oriented. Therefore the study of
Customer Behavior & Empowerment is very important in framing production policies,
price policies, and distribution policies and also in designing the sales promotion
programs. The importance of the study of Customer Behavior & Empowerment is
explained as follows.

1. Production Policies: The study of Customer Behavior & Empowerment

enables the producers to frame suitable production policies including the packing policies.
It tells the producer what the Customer wants and when he wants etc.

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2. Price Policies: The study of Customer Behavior & Empowerment is equally
important in designing price policies. Some buyers purchase only because particular
goods are cheap. Hence the prices of such products cannot be increased much. ON the
other hand some articles are purchased because it enhances the prestige and social status
of people. The prices of such articles can easily be raised.

3. Decisions regarding channels of distribution: The study of Customer Behavior

& Empowerment is helpful in deciding the appropriate channels or routes through which
the goods reach in the hands of consumers. The best channel is one which distributes the
goods to the largest number of consumers at lower cost.

4. Decision regarding Sales Promotion: The decisions regarding sales promotion

are taken on the basis of Customer Behavior & Empowerment. It enables the marketers
to know what motive prompts buyers to buy a particular product. It is also useful in
taking decisions regarding the advertising message, media etc. The marketer takes
decisions regarding brand, packaging, discount etc. on the basis of study of Customer
Behavior & Empowerment for prompting sales.

BUYER BEHAVIOR

Buyer behavior is different from Customer behavior. Buyer behavior leads to an end in
the process of buying. It focuses on the behavior of the particular individual buyer. It is
the behavior of the particular individual buyer during the purchase. The process whereby
individuals decide whether, what, when, how and from who to purchase goods and
services can be termed as the buyer behavior. Thus buyer behavior is concerned with the
study of factors that influence a person to buy or not to buy.

BUYING MOTIVES

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A Customer buys a particular product with certain motives, objectives or purposes. He
spends an amount of sacrifice when he decides to purchase a product. He purchases it
because it satisfies his most important need at that moment. A lady may buy a sari for
physical protection or for wearing something to look beautiful or as a status symbol.
Thus motive is a strong feeling, instinct, desire or emotion that make the buyer to react in
the form of decision to buy. It is the buying motives which induce a Customer to buy a
particular product. In other words, the influences and considerations which make the
There are two types of buying motives – (i) Product motives, and (ii) Patronage motives.

(i) Product motives: Product motives explain why consumers buy certain
products. Product motives may be emotional or rational. Emotional product motives
induce the customer to decide to purchase a particular product without much reasoning.
Emotional motives arise because of the interest of the Customer in imitating others, and
affection to a particular product. Rational product motives are based on conscious
reasoning. For instance, one may decide to purchase a particular product because of
economy in purchase, durability, quality and convenience.

(ii) Patronage motives: Patronage motives are those influences and

considerations which make the buyer to purchase goods from specific shops. Like
product motive, patronage motives may be either emotional or rational. Due to influence
of emotional motives, a Customer may decide to purchase goods from specific shops
without any enquiry in other stores. If a person purchases from a particular shop because
of the price advantage, quality or variety, it is called rational motives.

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NEED OF THE STUDY

Today’s business scenario demands not only finding out customer but also to see the
existing customers should be catered again and again. The company wanted to know the
reason why it is lagging the factors which led down it sales, and to form effective
promotion strategies it needs to draw up the level of Customer behavior of pre-purchased
and past purchased instances, hence the need for the study has accrued. The international
will save the need to increase the level of customer satisfaction and in marketing
promotional mix strategies. So the problems interfiled were to find out the level at
Customer satisfaction before purchase and past purchase instances.
 The study to find out the major factors involved & influenced in purchase and
product and Customer behavior.
 The study is useful to the company to know the facts & reasons, for the sales of
the product and to take behavior steps.

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SCOPE OF THE STUDY

 The study is carried out to know the following aspects.

To assess, the consumers needs and wants.
To predict, the consumers acceptance of firms various informational and

Environmental cues.
To gauge into the consumers mind and understand different consumption related aspects

of individuals.

To know the percentage of usage of value added services.

To understand behavior of brand loyal consumer

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To understand behavioral pattern of potential consumer

To analyze, the buying motives of the consumers, while making their purchase decisions.

To understand expectations and satisfaction level of consumers

OBJECTIVES OF THE STUDY

The main objective of the study is to study the Customer behavior towards. HUL
Products in relation to the competition. The objective is identifying defect factors,
affecting Customer behavior, other important objectives of this study are:

1). To make a Profile of the different products of Consumer, particular product

2) To Study the market potential awareness and preference of product.

3). To Study the different Occasions daily which a Predicted product issued and to
rate the

4). To study the HUL Product with regard to its awareness, consumption and a
relative evolution of Product with this brands.

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5). To estimate the behavior of the consumer towards the marketing mix of HUL
Products the price, Product, distribution and advertising.

6). To Study the consumers suggestions for the HUL Products.

HYPOTHESIS FORMULATION:

1) H0: Price has no significant impact on consumer behaviour.

Ha: Price has significant impact on consumer behaviour.
2) H0: Quality has no significant impact on consumer behaviour.
Ha: Quality has significant impact on consumer behaviour.
3) H0: Availability of brands has no significant impact on consumer behaviour.
Ha: Availability of brands has significant impact on consumer behaviour.

RESEARCH & METHODOLOGY

To study the above objectives a descriptive research by Survey method has been used
with following Components.

1. SOURCES OF DATA
Both Primary and secondary data has been equally used in this research. Primary data is
directly collected from sample of respondents by questionnaires.

2. RESEARCH INSTRUMENT

A structure undisguised personally administered questionnaire in used to collect the

primary data from the simple of respondent.

3. SAMPLING DESIGN

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A satisfied random Sampling method is used in selection the sample size of the
respondents.

SAMPLE SIZE

The second aspect of the sampling relates to the selection of the member of consumers
and customers, through I intend to study the Customer behavior for HUL Products,
because it is not possible physically and financially to make a study of all consumers and
customers I have again adopted a convenience sampling technique for the purposes of
linking the size of respondents.

Hence I have made it very convenient to see that the respondents are equally spread over
Hyderabad and Secunderabad for the study as many as 120 consumers have been
interviewed for the purpose of knowing the exact question of the topic of the study.

RESEARCH TOOLS

Simple and convenient tools like statistical tables, bar charts and pie charts are used for
the research work.

RESEARCH PERIOD

45 days.

RESEARCH AREA
Hyderabad and Secunderabad areas.

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LIMITATIONS OF THE STUDY

 The study is limited to only Hyderabad & Secunderabad only.

 Due to existence of time & cast constraint, the study restricted to only 120
samples.

 Some of the consumers not reveling true facts. So the results of the services may
not be accurate.

 There may be some amount of bias, be course the Consumers may not found to
disclose correct information.

 The sample, which is collected, does not resemble the whole universe so the
conclusions drawn may not be taken in to can.

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CHAPTER II
REVIEW OF THE LITERATURE

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LITERATURE REVIEW

According to Simonson et al (2001), one of the most essential and influential areas within
consumer buying behavior is the consumer decision making process. In recent decades,
during the initial stages of the conception of the consumer buying behavior paradigm,
various consumer decision making models were proposed. However the theories
proposed by the researchers were not specific and considered a overall view of the
consumer decision making process.

Erasmusm, Boshoff and Rosseau (2001) indicated the importance and need for a specific,
situation and product – oriented model in the study of the purchasing behavior of the
consumer. Moreover according to Wells (1993) the consumer investigating decisions
needed in the purchase of products such as car, house etc would directly make an
effective contribution to the consumer buying behavior knowledge. Therefore it is evident
that an exploratory research approach with the objective to study the consumer buying

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behavior would provide opportunities to understand the complexity of specific decision
making processes of the consumers.

It is evident from the past researches on consumer buying behavior that most of the real
estate study is based on neoclassical economic theory. The neoclassical theory states that
the people make rational economic decisions about renting or purchasing real estate as an
attempt to maximize their utility. Moreover the various theories of consumer buying
behavior do not emphasize nor examine the human influences on the real estate buyers.
They concentrate more on production orientation rather than consumer behavior
orientation towards the approach for marketing in the case of the consumer buying and
decision – making process. The analysts stratify real estate markets by property types that
are defined by physical construction rather than consumer benefits. Physical attributes
value property more than the consumer perception factors such as space, atmosphere etc.
However in some cases such as retail tenants and other retail customers consider non –
financial and perceptual factors rather than the financial aspects in the buying process
(Smith, Gararino and Martini, 1992).

Hawkins, Best, Coney and Mokherjeein their book on Consumer Behavior discussed
several factors affecting consumer behavior for buying such as demographic and social
influences (family and household), group influence, impact of advertising and internal
influences (learning, perception, attitude etc.). The book elucidated the topics such as
types of consumer decisions, purchase involvement and product involvement. The book
also emphasized on information search process and various ways for providing relevant
information to the consumers are recommended in this study. The book has further
emphasized on individual judgment and proposed that the ability of an individual to
distinguish between similar stimuli which could involve many variables related to
individual preferences. In another book with title Indian Insurance.

A Profile by Narayanan, H. the author has highlighted the features of Indian insurance
markets, development of insurance sector in India, major players in insurance sector and
insurance products offered to Indian policyholders. The book also provided detail of
growth of life insurance and general insurance in India with appropriate statistics.

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The book on Financial Institutions and Markets authored by L. M. Bhole and Jitendra
Mahakud focuses on Financial Institutions and Markets: Structure, Growth and
Innovations the book elucidated IRDA policy reforms, Indian Financial System since
2002 and insurance sector reforms. The aggregate view of Indian insurance is presented is
three developmental phases since 1818. Policy development, structure and various types
of insurance plans are defined with evaluation process. The growth of financial services,
financial sector reforms and role of regulators in financial reforms has been discussed in
this book. Again the massive influencing factors are the personal, economic & socio
cultural factors.

The article on Consumer Preference towards Smart phones brands, with Special
Reference to Android Operating System presented by Mithilesh Pandey &Neelam Nakra
focuses on the consumer preference towards the smartphone brands. One of the major
factors for selecting the smart phone is the Operating System (OS) i.e., the Technical
factor. Android, after its introduction, has captured more than half of the market share of
the OS market which earlier was held by Symbian, iOS and Blackberry. Therefore,
android is being taken as a special reference for knowing the smart phone brand. This
article attempts to studies the consumer preference towards various OS and preference
towards a smart phone brand with android as its OS

Dr. K. Alagarsamy& S. Wilsonthrough their literary work on “A Study on Customer

Behavior Towards Banking Services With Special Reference To Public Sector Banks in
Sivagangai Dist”, state that the banking sector has under gone many changes in the new
economic policy based on privatization, globalization and liberalizations adopted by
government of India. Customer is the king in the present day banking. Since the banks are
providing tailor made services to the changing needs of the ultra modern customer to face
their stiff competition from the rival banks. Today the customer services preference keep
on changing at a rapid speed and their demands. Today the challenging and tough job for
the bankers is retaining their existing customer base and acquiring new customer. The aim
of the bankers is to make the customers c achieve their financial goals. To achieve the
highly challenging task of customers satisfaction bankers are turning to technology for
help. Bankers are not only satisfying the customer but must also trigger the attitude of the
customers towards the bank. Even though the customer is well educated, still some times-
due to high technology banking services they hesitate for the transaction.

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PreetiTak and AshishPareekthrough heir literary work on Consumer Attitude Towards
Luxury Brands: An Empirical Study have established their thought on the relationship
between consumer’s need for uniqueness dimensions, fashion consciousness and
consumer’s attitude towards luxury brands. The findings suggest that the three
dimensions of consumer’s need for uniqueness and fashion consciousness are positively
related to consumer’s attitude towards luxury brands. Thus, consumers like to express
their individuality by adopting new fashion brands and styles. This finding has an
important marketing implication, as it suggests that marketers could devise a suitable
strategy to communicate the uniqueness of their products. The result also supports the
probable link between fashion consciousness and attitude towards luxury brands.

The Research paper by Mithilesh Pandey & NeelamNakra focuses on the consumer
preference towards the smart phone brands. Their study leads to understanding that one of
the major factors for selecting the smart phone is the Operating System (OS). This paper
studies the consumer preference towards various OS and preference towards a smart
phone brand with android as its OS. The study found that android and iOS are the most
preferred OS, while Samsung is the highest preferred brand to be selected for an android
platform. The price, screen size and RAM size are the most important attributes while
choosing the smart phone brand.

Karunik and Schiffmanin their book on Consumer Behavior have highlighted the
dynamic business environment and they it be turbulent as never before & the service
industry as promising as never before. In this era of intense competition companies
understand the customer is the king in the market and success depends a lot on the
efficiency of the managers in delivering the promised product or services. The
responsibility lies on the organisations to develop a culture, ethics, responsibility, value
and quality services should be offered to achieve higher level of customer satisfaction.
Dynamic consumer behavior is required to analyse various factors affecting consumer
purchase decision directly or indirectly.

C. Lovelock & J. Writzauthored the book Services Marketing while emphasising on

services marketing as a broad area and placed marketing issues within a broader general
management context while offering a balanced focused on close ties that link marketing,

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operations and human resource marketing. It also relates the understanding of consumer
behavior function to develop appropriate marketing strategy. Service triangle, feature of
services and service marketing strategies are also discussed in this book with detailed
explanation of service quality model.

The study by Manaktola &Jauhari was conducted in NCR Delhi, India which explored
consumer attitude and behavior towards the green practices in lodging industry. They
identified the willingness of consumers to pay for green hotels. The findings of the study
were that therewas the significant relationship between consumer attitudes and behavior
towards green practices in hotel industry but only 15% of the consumers were willing to
pay for environmental initiatives.

Consumer Behavior Towards Mobile Tele Services: A Case Study At Visakhapatnam

City by Dr. M. Ramesh emphasizes that Consumer behavior is the study of individuals,
groups, or organizations and the processes they use to select, secure, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society. An attempt is made here to elicit the views
of the respondents on the consumer behavior towards mobile Tele services in
Visakhapatnam city under the study. On the basis of results, it is suggested that product
quality from the marketer’s perspective is associated with communication, price, feature,
function, or performance of a product.

According to Simonson et al (2001), one of the most essential and influential areas within
consumer buying behavior is the consumer decision making process. In recent decades,
during the initial stages of the conception of the consumer buying behavior paradigm,
various consumer decision making models were proposed. However the theories
proposed by the researchers were not specific and considered a overall view of the
consumer decision making process.

Erasmusm, Boshoff and Rosseau (2001) indicated the importance and need for a specific,
situation and product – oriented model in the study of the purchasing behavior of the
consumer.

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Wells (1993) the consumer investigating decisions needed in the purchase of products
such as car, house etc would directly make an effective contribution to the consumer
buying behavior knowledge. Therefore it is evident that an exploratory research approach
with the objective to study the consumer buying behavior would provide opportunities to
understand the complexity of specific decision making processes of the consumers.

Granhaug, Kleppe and Haukedal (1987) in their research explained that the decision –
making process involving long – term commitments of resources and affecting the budget
available for other goods and services is defined as the strategic decision making process.

Gibler and Nelson (2003), Mitchell (1999), Beatty and Smith (1987) this process of
strategic decision making endures a certain amount of risk mainly because it represents
very high financial decisions. Therefore this study concentrates on the various factors and
its effect in the case of this complex decision making process such as the process of
consumer buying behavior in the real estate industry.

Posted on July 1, 2013 by John Dudovskiy

The topic of Customer Behavior & Empowerment is one of the massively studied topics
by the researchers and marketers in the past and still being studied. Researchers show
different reasons as to why Customer Behavior & Empowerment has been the topic of
many academics and researchers. One of the common views is that understanding
Customer Behavior & Empowerment has become a factor that has a direct impact on the
overall performance of the businesses (Kotler and Keller, 2012). Another view suggests
that understanding Customer Behavior & Empowerment has become crucial especially
due to fierce competition in retail industry in the UK and worldwide (Lancaster et al,
2002). This chapter will introduce some other areas of research background of Customer
Behavior & Empowerment addressing the works of researchers and marketers. Moreover,
Customer decision making process, in particular, five stages of Customer decision
making process will be discussed in detail.It is worth noting that Customer buying
behavior is studied as a part of the marketing and its main objective it to learn the way
how the individuals, groups or organizations choose, buy use and dispose the goods and

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the factors such as their previous experience, taste, price and branding on which the
consumers base their purchasing decisions (Kotler and Keller, 2012).

One of such studies of Customer buying behavior has been conducted by Acebron et al
(2000). The aim of the study was to analyze the impact of previous experience on buying
behavior of fresh foods, particularly mussels. In their studies the authors used structural
equation model in order to identify the relationship between the habits and previous
experience on the Customer buying decision. Their findings show that personal habits and
previous experience on of the consumers have a direct impact on the consumers’ purchase
decision in the example of purchasing fresh mussels. They also found that the image of
the product has a crucial impact on the purchasing decision of the Customer and further
recommended that the product image should continuously be improved in order to
encourage the consumers towards purchasing.

Another study conducted by Variawa (2010) analyzed the influence of packaging on

Customer decision making process for Fast Moving Customer Goods. The aim of the
research was to analyze the impact of packaging for decision making processes of low-
income consumers in retail shopping. A survey method has been used in order to reach
the research objectives. In a survey conducted in Star Hyper in the town of Canterville
250 respondents participated. The findings of the research indicate that low-income
consumers have more preferences towards premium packaging as this can also be re-used
after the product has been consumed. Although the findings indicate that there is a weak
relationship between the product packaging and brand experience. However, it has been
proven by the findings of the research that low-income consumers have greater brand
experience from the purchase of ‘premium’ products when compared to their experience
from purchasing ‘cheap’ brand products.

Lee (2005) carried out study to learn the five stages of Customer decision making process
in the example of China. The researcher focuses on the facts that affect the Customer
decision making process on purchasing imported health food products, in particular
demographic effects such as gender, education, income and marital status. The author
employed questionnaire method in order to reach the objectives of the research. Analysis
of five stages of Customer decision making process indicate that impact of family

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members on the Customer decision making process of purchasing imported health food
products was significant.

The author further explains this by the fact Chinese tradition of taking care of young and
old family members have long been developed and marriage is considered to be
extremely important in Chinese tradition. This reflects in the findings of the study that the
purchase of imported health food products made by a person for the people outside the
family is declined significantly by both male and female Chinese after they get married.
Five Stages Model of Customer decision making process has also been studied by a
number of other researchers. Although different researchers offer various tendencies
towards the definitions of five stages, all of them have common views as they describe
the stages in similar ways. One of the common models of Customer decision making
process has been offered by Blackwell et al (2006). According to him, the five stages of
Customer decision making process are followings: problem/need recognition, information
search, evaluation of alternatives, purchase decision made and post-purchase evaluation.
Each stage is then defined by a number of researchers varying slightly but leading to a
common view about what each stage involves. For example, according to Bruner (1993)
first stage, need recognition occurs when an individual recognizes the difference between
what they have and what they want/need to have. This view is also supported by Neal and

Questel (2006) stating that need recognition occurs due to several factors and
circumstances such as personal, professional and lifestyle which in turn lead to formation
of idea of purchasing.

In the next stage, Customer searches information related to desired product or service
(Schiffman and Kanuk, 2007). Information search process can be internal and external.
While internal search refers to the process where consumers rely on their personal
experiences and believes, external search involves wide search of information which
includes addressing the media and advertising or feedbacks from other people (Rose and
Samouel, 2009).

Once the relevant information about the product or service is obtained the next stage
involves analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of

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the important stages as the Customer considers all the types and alternatives taking into
account the factors such as size, quality and also price.

Backhaus et al (2007) suggested that purchase decision is one of the important stages as
this stage refers to occurrence of transaction. In other words, once the Customer
recognized the need, searched for relevant information and considered the alternatives
he/she makes decision whether or not to make the decision. Purchasing decision can
further be divided into planned purchase, partially purchase or impulse purchase as stated
by Kacen (2002) which will be discussed further in detail in the next chapters.

Finally, post-purchase decision involves experience of the Customer about their purchase.
Although the importance of this stage is not highlighted by many authors Neal et al
(2004) argues that this is perhaps one of the most important stages in the Customer
decision making process as it directly affects the consumers’ purchases of the same
product or service from the same supplier in the future.

The most noteworthy writers that serve as academic advocates of The Five Stage Model
of Customer decision making include Tyagi (2004), Kahle and Close (2006) Blackwell et
al. (2006), and others.

It is important to note that The Five Stage Model is not the only model related to
Customer decision-making, and there are also a range of competing models that include
Stimulus-Organism-Response Model of Decision Making developed by Hebb in 1950’s,
Prescriptive Cognitive Models, The Theory of Trying (Bagozzi and Warsaw, 1990),
Model of Goal Directed Behavior (Perugini and Bagozzi, 2001) and others. All of these
models are analysed in great detail in Literature Review chapter of this work.

Factors Impacting Customer Buyer Behavior

It has been established that the Customer buying behavior is the outcome of the needs and
wants of the Customer and they purchase to satisfy these needs and wants. Although it
sounds simple and clear, these needs can be various depending on the personal factors
such as age, psychology and personality. Also there are some other external factors which
are broad and beyond the control of the consumer.

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A number of researches have been carried out by academics and scholars on identifying
and analyzing those factors affecting the consumers’ buying behavior and as a result,
various types of factors have been identified. These factors have been classified into
different types and categories in different ways by different authors. For instance,

Wiedermann et al (2007) classified them into internal and external factor. On the other
hand, Winer (2009) divided them into social, personal and psychological factors. Despite
the fact that they have been classified into different groups by different authors they are
similar in scope and purpose (Rao, 2007).

THEORITICAL FRAME WORK

CUSTOMER BUYING PROCESS:

Let us now consider the process by which the consumers satisfy the needs through the
acts of buying and consuming. A simple formula tells the decision making process that
everyone goes through when making a purchase:
Choice = Want + ability to buy + attitude towards the brand.
Buying is a mental process. The customer passes through several stages in buying a
product. The buying decision process involves the following steps:

1. Recognition of a need: When the buyer recognizes a need, the buying process
begins. Some needs are urgent, while others are less urgent. The order of priority is
based on the need and its urgency.

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2. Identification of alternatives: A number of alternative products (or the
substitutes) are available in the market. A Customer searches for relevant information of
the product brand, price, location etc. He comes to know the relevant information of the
product through various sources such as friends, neighbours etc., and the marketers,
salesmen, advertising media etc. The Customer must know the brand of the product
which gives maximum satisfaction.

3. Evaluation of alternatives: Consumers have different views on different

alternatives. The Customer has to evaluate the alternatives on the basis of attributes –
taste, colour, price, durability, quality etc. of the alternative products. He assesses the
relative importance of each attribute to him. In course of the information search he
develops certain attitudes towards different brands and this also shapes his purchase
decision.

4. Purchase Decision: While evaluating each alternative, the Customer ranks them
first, second and third etc. these are his preferences. Now the customer goes to the shop
and buys the product of a certain brand. Sometimes he modifies or postpones or avoids a
purchase decision.

5. Post purchase behavior: after the customer has actually purchased the
product/brand he will be satisfied or dissatisfied with it. This satisfaction or
dissatisfaction will result in certain consequences. If he is satisfied with the product, he
will extent to other products of the brand and speak about the brand favorably to others. If
he is dissatisfied with the product, he may stop buying more products of that brand and
may also spread bad words the brand. This negative feeling that arises after purchase
causing anxiety and doubts is known as cognitive dissonance.

A marketer therefore, understands the correct buying process of his customers and
decides on marketing activates accordingly.

FACTORS INFLUENCING COSTOMER BEHAVIOR OR BUYER BEHAVIOR:

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We have already seen that buying behavior is an orderly process by which an individual
interacts with his or her environment with the object of making purchase decisions on
products, or services. Through the buying process, various factors may influence the
buyer. All these factors, which determine the buyer or Customer Behavior &
Empowerment, are broadly classified in to three Psychological factors, Social influence
and Economic factors.

A. PSYCHOLOGICAL FACTORS
1. Motivation: According to Fred Luthanks, “motivation is a process that starts
with a psychological deficiency or need that activates behavior or a drive that is aimed at
a goal or incentive”. The source of motivation is motive. Motive lies in the buyer. It arises
from the needs and wants. The process of motivation stimulates it and leads him to buy.
According to Stanton, “motive or drive is a stimulated need which a goal _oriented
individual seeks to satisfy”. A simple example is that when we feel hungry, we may
search for a restaurant. Hunger is the motive and search is the action. Thus motivation is a
driving force within an individual, which impels him to action.

Some needs are biogenic. These arise from thirst, hunger, discomfort etc. Other needs are
psychogeni. These arise from the need for recognition, esteem or belonging. According to
Maslow, there are 5 types of human need. They are:

(a) Physiological Needs: These are considered to be the basic needs. These include
food, water, shelter, clothing, sex etc.

(b) Safety or Security Needs: These include safety, protection etc.

(c) Social Needs: These include love and affection, sense of belonging, friendship
etc.

(d) Esteem or Ego Needs: This category includes need for self esteem,
recognitions, status, respect etc. Most of the luxury items are purchased to satisfy these
needs.

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(e) Self Actualisation: These needs are the result of one’s desire to get the
maximum of one’s capabilities. These include the need for self development and
realization of goals in life.

Human needs are arranged in a hierarchy as show below:

 Self-Actualization Needs
 Esteem Needs
 Social Needs
 Safety Needs
 Physiological Needs

Maslow’s Hierarchy of Needs

According to Maslow, needs on the lower levels of the hierarchy must by satisfied before
higher level needs can be satisfied.

Even beyond the self-actualisation needs, some people (exceptional individuals or great
people) may have still another need. These needs are called Met needs (peace-self
relation)

1. Perception: When a person is motivated, it means that he is ready to act. But how
will act l depend on how he perceives the situation. Two men may be motivated to the
same extent by the same situation but still one may not much different from another.
When a timber merchant goes to a forest, he may look up it as a source of raw material. A
town planner may see it as a threat to his new town improvement plan. A young student
appearing at the examination may not like an epic like Mahabharatha or Ramayana. As he
grows in years , he may find in it a very good source of mental refreshment.

To perceive is to see, to hear, to touch, to smell and to taste. Through 5 senses (see, hear,
taste, smell and feel) we feel our environment.

One’s perception is shaped by what one things of the sound heard, object seen, smelt,
touched or tasted. Famous psychologists Willard and Marguerite Beecher contend that
“we do not see things as they are, but as we are”. Thus perception is the sum total of
physical stimuli, the relation of the stimuli to the surroundings and the conditions within
the individual. Thus a woolen blanket may have the power to keep off cold. But a man

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would perceive it to be useful only when the surrounding is cold. To people living on the
sea side blankets may appear unnecessary.

2. Learning: The buyer behavior is strongly influenced by learning. It is not too

much to say that learning is involved in almost everything a man does. Vast majority of
perception are acquired through learning. But learning does not always mean bookish
knowledge. A man learns iln many ways and from so many things. He learn from the
group also. According to schewe and Smith, learning refers to the behavioral changes that
result from our experience. Besides changes in physical behavior; learning includes
changes in mental behavior such as feelings, emotions and personality.

The principal factors or process which influence learning, include – observation,

experience, education, individual judgment, environmental setting and repetition. A man
learns from what he sees, he also by doing. Education helps learning by revealing new
ideas, facts and so on (from books and teachers). He picks and chooses from what he
sees, hears, listens to and stores it for future use. His individual judgment, rational
thinking and so on help he process of learning. The effectiveness of learning is increased
to a great extent if the lessons are given in a familiar environmental setting. Similarly
when a phenomenon is shown repeatedly or a lesson is taught over and over again , it is
more likely to be received and remembers.

3. Beliefs: A belief is an individual’s personal concept of truth. It is a descriptive

that a person holds about something.

What is believed may not be true. A gain, what it true may not be believed. Therefore
creating beliefs or gaining a consumer’s beliefs is very difficult.

4. Attitudes: Attitude represents a person’s feelings towards a particulars object or

situation. It may be positive, neutral or negative feelings about products, service,
companies and or institution. Attitudes of an individual are formed over a period of time.
They are very resistant to change. Attitudes are shaped and influenced by demographics,
social factors and personality of individual himself. Attitude lead people to behave in a
particular way. They play an important role in purchase decisions.

5. Personality: This is another factor which influences buyer behavior. One

individual is different from other not only in physical features but also in their behavior

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the decision of a buyer also influenced by the personal character, age occupation, life
style etc.

B. SOCIAL INFLUENCES

1. Culture: Culture is the most fundamental factor influencing a person’s wants and
behavior. The word culture is so broad that almost any and every norm or value can be
incorporated in it. Culture is defined as the environment that is created by people.
According to Bennert and Kassarjian, “culture is a set of learned beliefs, values, attitudes,
habits and form of behavior that is shared by a society and are from generation to
generation”.

There are many ways in which culture influences buying behavior – nature of products,
their uses, media of advertising, type of appeal, channel of distribution and so on. Thus
smoking and drinking are common habits in the west. In Eastern countries these habits
are common habits are not widespread. Dining on tables and with the help of knives and
forks is widely prevalent in the west while the people of eastern countries people of
eastern countries generally eat on the floor and with the fingers (except) Japanese and
Chinese. This means that the market that the market for drinks or forks is limited in
Eastern countries. Thus culture influences what we eat and wear, how we relax and where
we live.

2. Social class: in addition to being members of a particular culture, people also belong
to a certain social class. A social class is a group of people with similar ranking within a
society. This affects their attitudes and buying behavior. The social class is based on
income, education, occupation, family history, social status etc. A marketer should
undertake a socio-economic approach for identifying target market for each social class.
Sociologist divide most societies into 3 classes – upper, middle and lower. The Indian
society had been divided since early times into 4 classes, namely, Brahmin or the learned
class. Kshtriyas or the warrior class, but the caste system has disappeared in the recent
past. The Indian society now broadly shows the 3 fold division into upper, middle and
lower classes.

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In general the members of the various classes enjoy different activities, buy different
goods, shops in different place and react to different media. Take sports. Upper class
consumers prefer golf, tennis, skiing whereas lower class buyers go for hunting, fishing
and water skiing. The very rich people buy certain expensive goods like luxury cars,
luxury houses and very expensive Customer goods. The middle class buy less expensive
goods and services while the working class buy very simple and cheap products.

3. Reference Groups: Reference group indicate groups of people who inference on

individual attitude, opinion and values. Reference groups are the social, economic, or
professional groups. A reference group consists of family members, friends, co-workers,
classmates, teenagers, sports group, music lovers, club membership etc. A Customer buys
those goods, which his reference groups buy. A Customer buys those goods, which his
reference groups buy. For example, our friend may influence our choice of cloths, books,
cinema and music. We consult our families in choosing cars, homes, food, investments
and furniture.

4. Role and Status: In every that an individual belongs to family, reference

group, other association-he has certain positions, which is called role and status. In short,
the persons position in each group can be defined in terms of role and status. Every role
has a status. For example, a woman has to play the role of a wife in the family which
means that she will look after the preparation of food, make some purchase regularly and
so on. She may also be the honorary secretary of a rescue home, where she is expected to
run the overall administration, serve the interests of the imamates and so on.

A person role and status exercises great influence on his or her buying behavior also. For
example, an advocate in his professional capacity may buy regularly up to date law
books. At home he may purchase durable goods like refrigerator, furniture etc. He may be
the president of a Rotary Club. He may spend money on charities. Therefore a marketer
should consider not merely the reference group of a customer but the role and status,
which he occupies in that group.

5. Self Image: People all have an image of who they are and they reinforce
this image through their purchases. The tendency to believe that “you are what you buy”
is especially prevalent among young people in a recent study on the meaning of

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possession the most important aspect of their lives. They attach personal meaning to
objects such as cars and clothing.

6. Family: Status, background, size etc., of the family influence the buyer behavior.
In India the old joint family system has been disappeared over the recent past. Now we
can see nuclear families and children as they grow old leave to live separately. This is
very true in Kerala. Many families have come into being which resemble the nuclear type
with the exception that old parents also live with the young couple. When young couples
establish separate homes (begin from zero), it gives rise to a market for many things like
housing utensils, furniture and so on. With years the needs increase such as those for
baby food, toys, children’s books, umbrellas and so on. Thus the family is one of the
importance factor determining Customer Behavior & Empowerment.

7. Family Life Cycle: The family life cycle is a useful factor influencing Customer
Behavior & Empowerment. The family life cycle describes how a typical family evolves
from bachelorhood to marriage, from marriage to having children and maintaining them,
and then to solitary retirement. At each stage in the cycle the needs, experience, income
and family composition changes the family life cycle in an excellent tool for market
segmentation and for developing market campaigns and advertisement.

The needs of families in different stages of life cycle change considerably. For Example,
young bachelors have more needs of cigarettes, showy clothing, cameras etc. Newly
married couples are more interested in domestic appliances, easy to prepare food etc.
When children are born, the need arises for baby toys, school bags, umbrellas and so on.
For the older couples, the need shifts to simple clothing, drugs, spectacles, walking sticks,
false teeth, traditional books and so on.

C. ECONOMIC FACTORS:

1. Per capita income, disposable income and discretionary income of the consumers:
The buyer behavior is influenced very much by the income in hands of the consumers to
spend and save.

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2. The rate of increase in income: The rate of increase in income also exerts
influence in the buying pattern of consumers. If the rate of increase in income is higher,
the Customer is likely to buy more quantity of certain type.

3. Degree of economic inequality and regional difference: This is another factor,

which determines buying habits. While formulating plans and strategies, the marketer
will have to consider the economic inequality and regional imbalances.

4. Inflation: Inflation also exerts influence on the buying pattern of consumer.

Inflation creates price rise. When the prices rise, the people may buy generally lesser
quantity.

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 CHAPTER – III
INDUSTRY & COMPANY PROFILE

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INDUSTRY PROFILE - CONSUMER MARKET INDUSTRY

Introduction
Indian consumer durables market is broadly segregated into urban and rural markets, and
is attracting marketers from across the world. The sector comprises of a huge middle
class, relatively large affluent class and a small economically disadvantaged class, with
spending anticipated to more than double by 2025.

Global corporations view India as one of the key markets from where future growth is
likely to emerge. The growth in India’s consumer market would be primarily driven by a
favourable population composition and increasing disposable incomes.

Per capita GDP of India is expected to reach US$ 3,273.85 in 2023 from US$ 1,983 in
2012. The maximum consumer spending is likely to occur in food, housing, consumer
durables, and transport and communication sectors.

Market Size

 The growing purchasing power and rising influence of the social media have
enabled Indian consumers to splurge on good things.

 Indian appliance and consumer electronics (ACE) market reached Rs 2.05 trillion
(US$ 31.48 billion) in 2017. India is one of the largest growing electronics market
in the world. Indian electronics market is expected to grow at 41 per cent CAGR
between 2018-21, to reach US$ 400 billion

 India was the world’s third largest smartphone market in 2017 with smartphone
shipments growing 14 per cent year-on-year to 124 million units.

Investments

According to the data released by the Department of Industrial Policy and Promotion
(DIPP), the electronics sector attracted foreign direct investment (FDI) worth US$ 1.836
billion between April 2020 and December 2021. The S&P BSE Consumer Durables
Index has grown at 20 per cent CAGR between FY 2018-21

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Following are some recent investments and developments in the Indian consumer market
sector.

 Chinese phone manufacturer, Xiaomi Corporation, is planning to invest about

US$ 1 billion in 100 Indian start-ups over the coming five years, with an aim to
make an ecosystem of apps surrounding its smartphone brand.

 Japan-based imaging major, Nikon, expects India to be one of its top five markets
in the world over the coming 3-4 years as it retains its lead in the DSLR segment
and expands its retail presence in India by adding 10-15 Nikon Experience Zone
stores.

Government Initiatives

 A new Consumer Protection Bill has been approved by the Union Cabinet,
Government of India that will make the existing laws more effective with a
broader scope.

 The mobile phone industry in India expects that the Government of India's boost
to production of battery chargers will result in setting up of 365 factories, thereby
generating 800,000 jobs by 2025.

 The Union Cabinet has approved incentives up to Rs 10,000 crore (US$ 1.47
billion) for investors by amending the M-SIPS scheme, in order to further
incentivise investments in electronics sector, create employment opportunities and
reduce dependence on imports by 2020.

 The Ministry of Electronics and Information Technology has revised National

Policy on Electronics 2012 (NPE) to focus on increasing competitiveness,
innovation, R&D, promoting/incentivising exports in ESDM.

 The Government of India has allowed 100 per cent Foreign Direct Investment
(FDI) under the automatic route in Electronics Systems Design & Manufacturing
sector. FDI into single brand retail has been increased from 51 per cent to 100 per
cent; the government is planning to hike FDI limit in multi-brand retail to 51 per
cent.

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 Road Ahead

Indian appliance and consumer electronics (ACE) market is expected to increase at a 9

per cent CAGR to reach Rs 3.15 trillion (US$ 48.37 billion) in 2022. Demand growth is
likely to accelerate with rising disposable incomes and easy access to credit. Increasing
electrification of rural areas and wide usability of online sales would also aid growth in
demand.

Exchange Rate Used: INR 1 = US$ 0.015 as of March 1, 2018

References: Media reports, press releases, Press Information Bureau (PIB), Union
Budget 2017-18, Boston Consulting Group, International Data Corporation.

Indian Consumer Market

Latest update: June, 2018

 The consumer durables market in India is estimated to have reached Rs 1 trillion

(US$ 15.5 billion) in 2017.

 The consumer durables/light electricals industry is expected to reach Rs 3 trillion

(US$ 46.54 billion) by 2020.

 India is one of the largest growing electronics market in the world.

 Indian electronics market is expected to grow at 41 per cent CAGR between 2017-
20 to reach US$ 400 billion.

 Consumer electronics exports from India reached US$ 385.15 million in FY18 (up
to February 2018).

 India has the world’s third largest television industry. India’s television industry,
is expected to grow at a CAGR of 9.8 per cent over CY16-20.

 Television industry in India is estimated to have reached Rs 660 billion (US$

10.19 billion) in CY2017 and projected to reach Rs 862 billion (US$ 13.31billion) in
CY2020.

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 COMPANY PROFILE

INTRODUCTION TO HUL
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
company with a heritage of over 80 years in India. On any given day, nine out of ten
Indian households use our products to feel good, look good and get more out of life –
giving us a unique opportunity to build a brighter future.

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

 HUL 75 years special issue - Doing well by doing goodPDF | 5MB

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

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In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956; HUL offered
10% of its equity to the Indian public, being the first among the foreign subsidiaries to do
so. Unilever now holds 67.25% equity in the company. The rest of the shareholding is
distributed among about three lakh individual shareholders and financial institutions.

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

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

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

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

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the

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

39 | P a g e
HUL formed 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994
Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads.
HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory
represents the largest manufacturing investment in the Himalayan kingdom. The UNL
factory manufactures HUL's products like Soaps, Detergents and Personal Products both
for the domestic market and exports to India.

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

As a measure of backward integration, Tea Estates and Doom Dooma, two plantation
companies of Unilever, were merged with Brooke Bond. Then in 1994, Brooke Bond
India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL),
enabling greater focus and ensuring synergy in the traditional Beverages business. 1994
witnessed BBLIL launching the Wall's range of Frozen Desserts. By the end of the year,
the company entered into a strategic alliance with the Kwality Icecream Group families
and in 1995 the Productfood 100% Icecream marketing and distribution rights too were
acquired.

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

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

40 | P a g e
extension of the company's wheat business. In 2002, HUL acquired the government's
remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the
Amalgam Group of Companies, a leader in value added Marine Products exports.

HUL launched a slew of new business initiatives in the early part of 2000’s. Project
Shakti was started in 2001. It is a rural initiative that targets small villages populated by
less than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence
even as it benefits business. Currently, there are over 45,000 Shakti entrepreneurs
covering over 100,000 villages across 15 states and reaching to over 3 million homes.

In 2002, HUL made its foray into Ayurvedic health & beauty centre category with the
Ayush product range and Ayush Therapy Centres. Hindustan Unilever Network, Direct to
home business was launched in 2003 and this was followed by the launch of ‘Pureit’
water purifier in 2004.

In 2007, the Company name was formally changed to Hindustan Unilever Limited after
receiving the approval of share holders during the 74th AGM on 18 May 2007. Brooke
Bond and Surf Excel breached the the Rs 1,000 crore sales mark the same year followed
by Wheel which crossed the Rs.2,000 crore sales milestone in 2008.

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

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

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

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

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In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated at the

Hindustan Unilever campus at Andheri, Mumbai

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

BRANDS AROUND THE WORLD

HUL works to create a better future every day and helps people feel good, look good and
get more out of life with brands and services that are good for them and good for others.
With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and
water purifiers, the Company is a part of the everyday life of millions of consumers
across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf
Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk,
Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.
The Company has about 18,000 employees and has a net sales of INR 33895 crores
(financial year 2016-17). HUL is a subsidiary of Unilever, one of the world’s leading
suppliers of Food, Home Care, Personal Care and Refreshment products with sales in
over 190 countries and an annual sales turnover of €52.7 billion in 2016. Unilever has
over 67% shareholding in HUL.

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OUR VISION
Unilever is a unique company, with a proud history and a bright future. We have
ambitious plans for sustainable growth and an intense sense of social purpose.

A clear direction for us

Our purpose is to make sustainable living commonplace. We work to create a better
future every day, with brands and services that help people feel good, look good, and get
more out of life.

In 2009, we launched The Compass – our strategy for sustainable growth. It sets out our
clear and compelling vision to double the size of the business, while reducing our
environmental footprint and increasing our positive social impact and gives life to our
determination to build a sustainable business for the long term. This is captured in the
Unilever Sustainable Living Plan.

By combining our multinational expertise with our deep roots in diverse local cultures,
we’re continuing to provide a range of products to suit a wealth of consumers. We’re also
strengthening our strong relationships in the emerging markets we believe will be
significant for our future growth.

And by leveraging our global reach and inspiring people to take small, everyday actions,
we believe we can help make a big difference to the world.

"We cannot close our eyes to the challenges that the world faces. Business must make an
explicit and positive contribution to addressing them. I’m convinced we can create a more
equitable and sustainable world for all of us by doing so,” says Unilever CEO Paul
Polman.

“But this means that business has to change. The Unilever Sustainable Plan is a blueprint
for sustainable growth. And in 2014 we are strengthening our Plan with new
commitments to drive further transformational change.”

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 OUR PRIORITIES AND PRINCIPLES

Unilever is committed to supporting sustainability and providing our consumers around

the world with the products they need to look good, feel good and get more out of life.
Five key priorities provide the foundation for our brand’s campaigns. Read some
examples of how different brands are upholding these principles.

A BETTER FUTURE FOR CHILDREN

 Our oral care brands Signal and Close-Up encourage children to brush their teeth
day and night for optimal dental health. We also partner the FDI World Dental
Federation, supporting oral health programs around the world

 Brands such as Omo and Persil have helped parents believe the unconventional
philosophy that Dirt is Good. Children learn through play, and mud spatters and grass
stains can easily be removed with effective laundry products

 Unilever also partners the World Food Program and launched the Together for
Child Vitality initiative to bring our expertise in nutrition to children in some of the
world’s poorest countries.

A HEALTHIER FUTURE

 Our Flora/Becel margarine brands have been scientifically proven to help reduce
cholesterol levels

 Vaseline has launched the Vaseline Skin Care Foundation, providing research into
skin conditions and support for people affected by them

 Lifebuoy soap has long had a presence in developing markets around the world,
and its campaign to promote hand-washing with soap was celebrated by 200 million
people across 53 countries in 2013.

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 A more confident future

 Dove’s Campaign for Real Beauty uses real women instead of models in its
advertising campaigns. The brand has also launched the Dove Self Esteem Fund which
educates and inspires millions of young women

 Our Sunsilk hair care brand has partnered some of the world’s leading hair
specialists to co-create formulas tailored to treat conditions such as hair-fall, frizz, limp
locks and uncontrollable curls

 Close-Up toothpaste provides an affordable oral care solution for consumers in

developing markets, allowing them to take care of their dental health and closer with
confidence.

A better future for the planet

 We’re aiming to grow our business while reducing our environmental footprint
and working across the supply chain for every brand to do so

 Our Laundry brands, including Surf, Omo, Persil and Comfort, have launched the
Cleaner Planet Plan together, encouraging consumers to change their laundry habits to
reduce water and energy consumption

 Our Lipton tea brand backs sustainable forest management projects in Africa

A better future for farming and farmers

 Many of our brands contain ethically and sustainably sourced ingredients that are
independently certified

 Among these are Lipton tea, which is accredited by the Rainforest Alliance, and
Ben & Jerry’s ice cream, which includes Fairtrade vanilla and almonds in various
flavours

 Around half our raw materials come from agriculture and forestry, so we’re
working towards making our key crops 100% sustainable.

45 | P a g e
PURPOSE, VALUES & PRINCIPLES

Our Corporate Purpose states that to succeed requires "the highest standards of corporate
behavior towards everyone we work with, the communities we touch, and the
environment on which we have an impact."

ALWAYS WORKING WITH INTEGRITY

Conducting our operations with integrity and with respect for the many people,
organisations and environments our business touches has always been at the heart of our
corporate responsibility.

Positive impact
We aim to make a positive impact in many ways: through our brands, our commercial
operations and relationships, through voluntary contributions, and through the various
other ways in which we engage with society.

Continuous commitment
We're also committed to continuously improving the way we manage our environmental
impacts and are working towards our longer-term goal of developing a sustainable
business.

Setting out our aspirations

Our Corporate Purpose sets out our aspirations in running our business. It's underpinned
by our Code of Business Principles which describes the operational standards that
everyone at Unilever follows, wherever they are in the world. The Code also supports our
approach to governance and corporate responsibility.

Working with others

We want to work with suppliers who have values similar to our own and work to the
same standards we do. Our Supplier Code, aligned to our own Code of Business

46 | P a g e
 Principles, comprises eleven principles covering business integrity and responsibilities
relating to employees, consumers and the environment.

Our purpose
The drive to serve consumers in a unique and effective way is at the heart of our
corporate purpose.

Our Ethics
Standard of Conduct
Obeying the law
Employees
Consumers
Shareholders
Business Partner
Community Involvement
Public Activities
The Environment
Innovation
Competition
Business Integrity
Conflicts of Interest
Compliance - Monitoring - Reporting

Our Values:
o Indian ness: Confidence in ourselves.
o Leadership: To be a leader, both in thought and business
o Respect & Humility: To respect every individual and be humble in our conduct.
o Introspection: Leading to purposeful thinking.
o Openness: To be open and receptive to new ideas, knowledge and information.
o Valuing and Nurturing Relationships: To build long term relationships.
o Simplicity & positivity: Simplicity and positivity in our thought, business and action.
o Adaptability: To be flexible and adaptable, to meet challenges.

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Corporate Governance
We have always aspired to high standards of corporate governance.
To read more on this subject, please visit our Corporate Governance section.
By following the link you can find out about how we aim to achieve accountability and
transparency, and you can view a guide to the changes we recently made to our corporate
governance structure.
The Board of Directors of the Company represents an optimum mix of professionalism,
knowledge and experience. and in this section you can find more about their work.
Information about the share holding structure of the members of our Board of Directors &
Management Committee are also available in this section.

Mr. Harish Manwani Chairman

Mr. Sanjiv Mehta CEO & Managing Director

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Mr. P. B. BalajiExecutive Director, Finance and IT and Chief Financial Officer

Mr. Pradeep Banerjee Executive Director, Supply Chain

Mr. Aditya Narayan Independent Director

Mr. S. Ramadorai Independent Director

Mr. O. P. Bhatt Independent Director

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Dr. Sanjiv MisraIndependent Director

Ms. Kalpana Morparia Independent Director

Mr. Dev Bajpai Executive Director, Legal and Company Secretary

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Ms. Geetu Verma Executive Director, Foods

Mr. BP Biddappa Executive Director, Human Resources

Ms. Priya Nair Executive Director, Home Care

Mr. Sandeep Kohli Executive Director, Personal Care

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Mr. Sudhir Sitapati Executive Director, Refreshments

Mr. Srinandan Sundaram Executive Director, Sales and Customer Development

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 CHAPTER-IV
DATA ANALYSIS & INTERPRETATION

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1) AGE WISE CLASSIFICATION OF RESPONDENTS

Table-1

Sl. No. Age No. of respondents Percentage

1 10-15 30 25.0
2 10-20 25 20.8
3 21-25 45 37.5
4 26 & above 20 16.7
Grand Total 120 100%

INTERPRETATION

The above table shows that sample respondents interviewed covered persons of different
age groups such as 10-15 and 26 above. The result shown to the table reveals that most
of the respondents have fill on between the age classification 21-25 constituting 37.5 and
1-15 constituting 25% from the above results can be enclosed that the majority of the
respondents are in the age group of 21-25 and above who are students employees as
professional. So it is clear that the HUL Product is very much popular. However the
company should pay attention to the consumers of age group 10-15 as this is generation
which belongs to future consumption.

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2. FAMILY MONTHLY INCOME CLASSIFICATION OF RESPONDENTS

Table-2

Sl. No Income No. of respondents Percentage

1 3000 – 5000 10 8.3

2 5000 – 8000 35 29.2
3 9000 – 12000 30 25.0
4 12000 – 17000 25 20.8
5 Above – 17000 20 16.7
Grand total 120 100%

INTERPRETATION

It is absorbed that income group between 5000-8000 (29.2%) from majority of

respondents and then income group between 9000-12000 (25%) turn second with 30
respondents in the income group between 12000-17000 with 25 respondents with 20.5.

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3. CONSUMPTION WISE CLASSIFICATION OF RESPONDENTS

Table-3

Sl. No. Consumption No. of respondents Percentage

1 1-3 30 25.0
2 4-7 45 37.5
3 8-10 25 20.8
4 Above 10 20 16.7
Grand Total 120 100%

INTERPRETATION

It is observed from the above table that 45 respondents consume 4-7 consumptions
monthly terming majority with 37.5% among the total respondents 120. Secondly 30
respondents consume 1-3 serving monthly forming 25% and 25 respondents consume 8-
10 serving monthly and only 20 respondents consume above 10 sowings monthly
majority of respondents consume 4-7 servings on an average monthly.

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4. AWARENESS ABOUT HUL PRODUCTS

Table-4

Sl. No. Factors No. of respondents Percentage

1 Yes 90 75%
2 No 20 16.7%
3 Can’t say 10 8.3
Grand Total 120 100%

INTERPRETATION

It is observed that consumers from the above table 90 [75.1] are responded positively and
20 [16.7%] consumers are negatively responded where as 10 [8.3] consumers are unable
to responded.

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5. AWARENESS ABOUT CUSTOMER WISE CLASSIFICATITON OF
RESPONDENTS

Table-5

Sl. No. Factors No. of respondents Percentage

1 Yes 40 33.3
2 No 35 29.2
3 Can’t say 45 37.5
Grand Total 120 100%

INTERPRETATION

The above table Shows that sampled respondents interviewed covered persons of
different consumers taste. The results shown in the table revels that most of the
respondents in the city have responded as 40[33.3] as accepted the taste of the product
and 36[29.2] have not accepted the taste of the product. Whereas 45[37.5] are an able to
Responded to the taste of the product.

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8. PURCHASING WISE CLASIFICATION OF RESPONDENTS

Table-8

Sl. No. Factors No. of respondents Percentage

1 Weekly 21 17.5
2 Fast nightly 32 26.7
3 Monthly 26 21.7
4 Whenever required 41 34.2
Grand Total 120 100%

INTERPRETATION

This table reveals that 21 [17.5%] respondents to the weekly purchasing product and 32
[26.7%] Customer purchases fast nightly whereas 26 [21.7%] consumers purchases the
monthly where as 41[34.2%] Customer purchases wherever required.

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9. SEASONS WISE CLASSIFICATION OF RESPONDENTS

Table-9

Sl. No. Factors No. of respondents Percentage

1 Yes 80 66.7
2 No 40 33.3
Grand Total 120 100%

INTERPRETATION

The above table indicates that, 80 [66.7%] respondents in all seasons and 40 [33.3%]
respondents to the season wise.

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10. CUSTOMER SATISFACTION WISE CLASIFICATION

Table-10

Sl. No. Factors No. of respondents Percentage

1 Excellent 18 15
2 Satisfied 52 43.3
3 Quite satisfied 31 25.8
4 Un Satisfied 19 15.8
Grand Total 120 100%

INTERPRETATION

From the above table it reveals that 18 [15%] consumers are excellently satisfied,
52[43.3%] are satisfied where as 31 [25.8%] consumers quite satisfied and 19 [15.8%] are
unsatisfied.

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11. QUALITY WISE CLASIFICATION OF RESPONDENTS

Table-11

Sl. No. Factors No. of respondents Percentage

1 Yes 72 60.0
2 No 22 18.3
3 Can’t say 12 10.0
4 Not know 14 11.7
Grand Total 120 100%

INTERPRETATION

From the above data the table indicates that 72 [60.0%] of the consumers are satisfied
with the quality and price of the product, and 22 [18.3%] are not satisfied with the price
where as 12 [10.0%] of the people were not satisfied with the but satisfied with the
quality and 14 [11.9%] were unable to respond.

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12. PRICE WISE CLASIFICATION OF RESPONDENTS

Table-12

Sl. No. Factors No. of respondents Percentage

1 Very high 23 19.2
2 High 25 20.8
3 Reasonable 72 60.0
Grand Total 120 100%

INTERPRETATION

The above table depicts that 23 [192%] are not satisfied with the price of the product 25
[20.8%] consumers are somewhat satisfied and 72 [60%] people are highly satisfied with
the price of the product.

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13. FACTORS CONSIDER WHILE PURCHASE OFPRODUCTS

Table-13

Sl. No. Factors No. of respondents Percentage

1 Price 30 25.0
2 Brand name 70 58.3
3 Availability 20 16.7
Grand Total 120 100%

INTERPRETATION

From the above table it is clear that Brand name has highest priority can any the 120
respondents 70 consider Brand home while purchasing the product followed as price with
30 responded with 25%. 20 respondents consider availability with 16.7%.

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14. CUSTOMER REACTION TO NON-AVAILIABILITY OF PARTICULAR
BRAND.

Table-14

Sl. No. Factors No. of respondents Percentage

1 Go to another outlet 20 16.7
2 Buy another brand 80 66.7
3 Post phoned or purchase 15 12.5
4 Others 5 4.2
Grand Total 120 100%

INTERPRETATION

From the above table it is seen that the majority of the respondents (i.e.,) so respondents
buy another Brand it their favorite is not available at a particular out let forming 66.7%,
20 respondents 80 to another retail out let to purchase their favorite product. Forming
16.7% of the total respondents, only 15 respondents have post phoned their purchase it
their favorite brand is not available at a particular out let and 5 respondents have other
reasons.

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15. INFLUENCES ON RESPONDENTS WHILE PURCHASE

Table-15

Sl. No. Place No. of respondents Percentage

1 Films 15 12.5
2 Friends 50 41.7
3 News paper 30 25.0
4 Other 25 20.5
Grand Total 120 100%

INTERPRETATION

From the above table it is clear that most of the respondents decision are depending on
their friends advise while purchasing the HUL Products they contribute to more than half
as the total respondents with total at 50 respondents with 41.7%. Then news paper has
influence on 30 respondents with 25% while purchasing the product through film 15
respondents with 12.5% while purchasing, the product and the rest of the respondents
take their own decision while purchasing.

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16. PROMOTION WISE CLASIFICATION OF RESPONDENTS.

Table-16

Sl.No. Factors No. of respondents Percentage

1 Some what 26 21.7
2 Can’t say 32 26.7
3 Not known 21 17.5
4 Can’t recall 41 34.2
Grand Total 120 100%

INTERPRETATION

The table indicates that 26[21.7%] consumers are somewhat satisfied, with the promotion
offers, 32 [26.7%] are unable to respond about the promotion where as 21 [17.5%]
consumers are not willing to respond and 41 [34.2%] of the Customer can’t recall the
promotion offers.

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17. PROMOTIONS LIKE WISE CLASIFICATION OF RESPONDENTS

Table-17

Sl. No. Factors No. of respondents Percentage

1 Price discount 53 44.2
2 Free coupons 27 22.5
3 Context 22 18.3
4 Any other 18 15
Grand Total 120 100%

INTERPRETATION

The table tells us that the promotions offers by the like most is, 53 [44.2%] are free
coupons that the offer by like most is 27 [22.5%] are context promotion offers by the like
low is, 22 [18.3%] are any other offers by promotion like low is 18 [15%].

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CHAPTER – V
FINDINGS
SUGGESTIONS
CONCLUSIONS

69 | P a g e
FINDINGS

It is clear that sampled respondents interviewed covered persons of different consumers

taste.

The results shown in the table revels that most of the respondents in the city have
responded as 40 [33.3] as accepted the taste of the product and 36 [29.2] have not
accepted the taste of the product. Whereas 45 [37.5] are an able to Responded to the taste
of the product.

It is clear that ‘HUL Products ’ top at the Brands preference among the majority of the
people with 70 [58.3%] respondents family almost all half s the total samples taken,
second place is occupied by ‘Good day’ with 30 responds with [25%] third place is taken
by nestle with 20 respondents with (16.7%).

It is indicates that reveals that 18 [15%] consumers are excellently satisfied, 52 [43.3%]
are satisfied where as 31 [25.8%] consumers quite satisfied and 19 [15.8%] are un
satisfied.

It is reveals that the indicates that 72 [60.0%] of the consumers are satisfied with the
quality and price of the product, and 22 [18.3%] are not satisfied with the price where as
12 [10.0%] of the people were not satisfied with the but satisfied with the quality and 14
[11.9%] were unable to respond.

It is reveals that 23 [192%] are not satisfied with the price of the product 25[20.8%]
consumers are somewhat satisfied and 72 [60%] people are highly satisfied with the price
of the product.

It is found that Brand name has highest priority can any the 120 respondents 70 consider
Brand home while purchasing the product followed as price with 30 responded with 25%.
20 respondents consider availability with 16.7%.

It is seen that the majority of the respondents (i.e.,) so respondents buy another Brand it
their favorite is not available at a particular out let forming 66.7%, 20 respondents 80 to
another retail out let to purchase their favorite product. Forming 16.7% of the total

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respondents, only 15 respondents have post phoned their purchase it their favorite brand
is not available at a particular out let and 5 respondents have other reasons.

It is observed that most of the respondents decision are depending on their friends advise
while purchasing the HUL Products they contribute to more than half as the total
respondents with total at 50 respondents with 41.7%.

Then newspaper has influence on 30 respondents with 25% while purchasing the product
through film 15 respondents with 12.5% while purchasing, the product and the rest of the
respondents take their own decision while purchasing.

It is indicates that 26 [21.7%] consumers are somewhat satisfied, with the promotion
offers, 32 [26.7%] are unable to respond about the promotion where as 21 [17.5%]
consumers are not willing to respond and 41[34.2%] of the Customer can’t recall the
promotion offers.

It is reveals that the promotions offers by the like most is, 53 [44.2%] are free coupons
that the offer by like most is 27 [22.5%] are context promotion offers by the like low is,
22 [18.3%] are any other offers by promotion like low is 18 [15%].

71 | P a g e
SUGGESTIONS

 Since the brand has well positioning it should be well marketed such that every
family group irrespective of its size buy the products.

 The product should be priced in such a manner that every family targeted
irrespective of monthly incomes should be purchased.

 The distribution network of the product must be well maintained.

 Company has to take measure to maintain the quality of the product.

 All the users must be given awareness on the other product brands available and
make them to use other than product.

 All the promotional tools like Advertisements, Window displays should be well
managed so as to motivate the consumers not to lose his mind on Heritage products.

 Good techniques to be used by the company to create awareness on other Heritage

products.

 Many steps have to be taken by the organization to take necessary steps in

packaging, quality taste of the products as per the consumer’s requirements

72 | P a g e
CONCLUSION

From the above analysis, the following are the conclusions I can derive and they are as
follows.

1) The result that shows that sample respondents interviewed covered persons of
different age groups such as 10-15 and 26 above. The result shown to the table reveals
that most of the respondents of the Secunderabad have fill on between the age
classification 21-25 constituting 37.5 and 1-15 constituting 25% from the above results
can be enclosed that the majority of the respondents are in the age group of 21-25 and
above who are students employees as professional. So it is clear that the HUL Products
is very much popular groups. However the company should pay attention to the
consumers of age group 10-15 as this is generation which belongs to future consumption.

2) It is absorbed that income group between 5000-8000 (29.2%) from majority of

respondents and then income group between 9000-12000 (25%) turn second with 30
respondents in the income group between 12000-17000 with 25 respondents with 20.5.

3) It is observed that 45 respondents consume 4-7 consumptions monthly terming

majority with 37.5% among the total respondents 120.

Secondly 30 respondents consume 1-3 serving monthly forming 25% and 25 respondents
consume 8-10 serving monthly and only 20 respondents consume above 10 sowings
monthly majority of respondents consume 4-7 servings on an average monthly.

4) It is observed that consumers from the table 90 [75.1] are responded positively
and 20 [16.7%] consumers are negatively responded where as 10 [8.3] consumers are
unable to responded.

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BIBLIOGRAPHY

74 | P a g e
BOOKS

 MARKETING RESEARCH : GC BERI

 MARKETING MANAGEMENT : PHILIP KOTLER

 PRINCIPLES OF MARKETING : PHILIP KOTLER

 MARKETING MANAGEMENT PHILIP KOTLER

 FINANCIAL MANAGEMENT PRASANNA CHANDRA

 INVENTORY MANAGEMENT BHAGIRATH SINGH.

JOURNALS

 International Journal of Customer Relationship Marketing and Management

(IJCRMM): 1947-9247, 1947-9255: Business IS&T Journals.
 International Journal of Computer Science and Network Security, 10(12)
 International Journal of Electronic Customer Relationship
 International Journal of Business and Social Science. Vol. 2 No. 10
 Journal of the Academy of Marketing Science, 28 (1)
 Business World (Magazine)
 Information from Brochures
 Leading newspapers
 International Journal of Electronic Customer Relationship
 International Journal of Business and Social Science. Vol. 2 No. 10
 Journal of the Academy of Marketing Science, 28 (1)
 International Journal of Customer Relationship Marketing and Management
(IJCRMM): 1947-9247, 1947-9255: Business IS&T Journals.
 International Journal of Computer Science and Network Security, 10(12)

75 | P a g e
WEBSITES

www.google.com
www.hul.com
www.scribd.com
www.nddc.co.in
www.ddcts.com
www.ddcap.com

QUESTIONNAIRE

1. NAME :
2. ADDRESS :
3. AGE :
Below 10 ( )
10-15 ( )
16-20 ( )
21-25 ( )
Above 25 ( )

4. SEX :

Male ( )

Female( )

5. FAMILY MONTHLY INCOME:

a) 3000-5000 ( ) b) 5000-8000 ( )

c) 9000-12000 ( ) d) 12000-17000 ( )

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e) Above – 17000 ( )

6. On an average how may serving do you have monthly

a) 1-3 ( ) b) 4-7 ( )

c) 8-10 ( ) d) 10 above ( )

7. Do you know about HUL Products?

a) Yes ( ) b) No ( )

c) Cannot say.

8. Are you the customer of HUL Products?

a) Yes ( ) b) No ( )

c) Cannot say.

11. What is the frequency of purchasing HUL Products?

a) Weekly b) Fast nightly c) Monthly

d) whenever required

12. Do you use HUL Products all seasons?

a) Yes b) No.

13. Are you satisfied with HUL Products?

a) Excellent b) Satisfied c) Quite-Satisfied d) un-satisfied

14. Does the price HUL Products consume of quality

a) Yes b) No c) Can’t say d0 Not known

15. How did you feel the price of HUL Products?

a) very high b) high c) reasonable

16. What are the factor considering when purchase of product

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a) Price b) Brand name c) Availability

17. If you favorite brand is not available at retail out let. What will you do.

a) Go to another retail out let

b) By another brand

c) Post phone your purchase

d) Other.

18. How you come to know about HUL Products

a) Friends b) News paper c) Films d) Other

19. Do you purchase HUL Products brand at promotion offers

a) Somewhat b) can’t say c) Not known d) Can’t recall

20. Which of the promotion offers do you like most?

a) Price discount b) Free coupons c) Context d) Any other

21. Any Suggestions …………………………………

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