A STUDY ON CONSUMER SATISFACTION OF

DABUR INDIA

Submitted in the partial fulfillment of the requirements

For the award of the degree in

MASTER OF BUSINESS ADMINISTRATION

By LADEEDA NASRIN
(225012301200)

Under the guidance of,

DR Neeraja,
Professor and Deputy head academics.

Faculty of Management Studies

Dr. M.G.R. Educational and Research Institute
(Deemed to be university)
Maduravoyal, Chennai-600 095

(An ISO 9001-2008 certified Institution)

University with Special Autonomy Status
December 2023

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 TABLE OF CONTENTS

S.NO CONTENTS PAGE NO:

1 Declaration 3
2 Bonafide certificate 4
3 Acknowledgement 5
4 Introduction 6
5 Company details 7
6 Products 8
7 Dabur India business – category wise 10
8 Swot analyses of Dabur India 11
9 Pestel Analysis 12
10 Porters five forces model 14
11 Objectives of the study 16
12 Roles and responsibilities 17
13 Methodology 18
14 Research plan 22
15 Questionnaire 23
16 Data analysis and interpretation 25
17 Suggestions 30
18 Conclusion 31
19 Bibliography 32

2
 DECLARATION

I, Ladeeda Nasrin, hereby declare that the Project Report entitled “A STUDY ON
CONSUMER SATISFACTION OF DABUR INDIA” is done by me under the guidance of Dr.
B. Neeraja is submitted in partial fulfillment of the requirements for the award of the degree
in MASTER OF BUSINESS ADMINISTRATION.

Ladeeda Nasrin
DATE: 7 Jan 2024

PLACE: Thrissur SIGNATURE OF THE CANDIDATE

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 BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Ms, Ladeeda Nasrin,
who carried out the project, entitled A STUDY ON CONSUMER SATISFACTION AND
RETAIL COVERAGE ANALYSIS OF DABUR INDIA under the supervision from Dr. B.
Neeraja.

Internal Guide Head of the Department

Submitted for Viva Voce Examination held on _________

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 ACKNOWLEDGEMENT

To acknowledge here, all those who have been a helping hand in completing this project, shall
be an endeavor in itself.

I extremely thankful to our Chancellor Thiru A.C.SHANMUGAM,B.A., B.L., our President

Er. A.C.S. ARUN KUMAR, B.E. I express my sincere thanks to our Secretary
Thiru A. RAVIKUMAR and our Vice Chancellor Dr.S.GEETHALAKSHMI I would like to take
the opportunity to express my profound gratitude to Dr.S.NIRMALA SUGIRTHA RAJINI, Dean
Online Programmes and also I express my special thanks to Dr. G BRINDHA, Professor & Head
Faculty of Management Studies.

I thank DR. B. Neeraja, for guiding me to execute my summer project.

I owe my wholehearted thanks and appreciation to entire staff of the company for their cooperation
and assistance during the project.

Ladeeda Nasrin

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 INTRODUCTION

Started in 1884 by Dr. S.K Burman, Dabur India is one of the most trusted FMCG company in
the country. It has an experience of over 130 years and over 250 products in its portfolio. The
company went through several strategic changes to maintain its market.
Dabur had to maintain operational efficiency with such a large product portfolio. Dabur became
a Public Ltd company in 1986. The product portfolio offered included personal care products,
health care products, home care products and foods. It also offers Ayurveda based healthcare
products. It markets its products in India as well as in the International markets. The company
currently has its headquarters in Ghaziabad, Uttar Pradesh, India
The headquarters of the company is in Ghaziabad, Uttar Pradesh. Currently Dabur is the third
Largest FMCG Company in India and is World leader in Ayurveda with a wide range of
products offering over 250 Ayurvedic or Herbal Products. The distribution channel of Dabur is
also widely spread across the country having over 6.5 Million Retailers across the Country. It
has 20 state-of-the-art manufacturing facilities spread across the globe.

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 COMPANY DETAILS

Industry Retail
Founded 1884
Head quarters Ghaziabad, Uttar Pradesh, India.
CEO Mohit Malhotra
Revenue 115 billion Indian rupees (2023)
Products offered  Home appliances
 Food
 Digestives
 Personal care
 Health supplements
 Oral care
 OTC and Ayurvedic medicines
No: of employees 8000+
Website www.dabur.com

 Mission: Dedicated to Health and well-being of every household

 Vision: Increasing the shareholder’s value towards the company by providing

Quality-based products superior in nature and improving the life of the consumers in
Personal Care, Health care & Food segments.

 Core Values: Innovation, Responsiveness, Simplicity and Team orientation

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 PRODUCTS

FOODS:
• Real Juice
• Real Activ
• Homemade
• Lemoneez
• Capsico

HEALTH CARE:
❖ Baby Care
• Dabur Lal Oil
• Dabur Baby Olive Oil
• Dabur Janma Ghunti

❖ Health Supplements

• Dabur Chawanprash
• Dabur Glucose D

❖ Digestives

• Hajmola Yumstick
• Ananrdana
• Hajmola Normal
• Hajmola Candy Fun2
• Hajmola Candy
• Pudin Hara (Liquid and Pearls)
• Hajmola Mast Masala
• Pudin Hara G
• Dabur Hingoli

❖ Natural Cures

• Shilajit Gold
• Nature Care
• Sat Isabgol
• Shilajit
• Ring Ring
• Itch Care
• Back aid
• Shankha Pushpi
• Dabur Balm

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Personal Care:

❖ Hair Care Oil

• Amla Hair Oil
• Amla Lite Hair Oil
• Vatika Hair Oil
• Anmol Sarson Amla

❖ Hair Care Shampoo

• Anmol Silky Black Shampoo
• Vatika Henna Conditioning Shampoo
• Vatika Anti Dandruff Shampoo
• Anmol Natural Shine Shampoo

Oral Care:
• Dabur Red Gel
• Dabur Red Toothpaste
• Babool Toothpaste
• Dabur Lal Dant Manjan
• Dabur Binaca Toothbrush

Skin Care
• Gulabari
• Vatika Fairness Face Pack
• Fem
• Oxy Bleach

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DABUR INDIA BUSINESS – CATEGORY WISE

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 SWOT ANALYSES OF DABUR INDIA

STRENGTH

The Strengths of Dabur India Ltd are as follows:

• Dabur India is a very old company having rich experience and trust in the minds of
Consumers.
• All the Brands are well established
• Standard work is set by offering superior quality machinery, staff, and office
equipment’s.
• Market leader having the highest market share of about 70-80%.
• Product range of Ayurvedic and herbal products.
• Constant product development through innovation.
• High and strong distribution channels to reach every part of the country.
• R & D is a key strength
• Extensive Supply chain Capabilities

WEAKNESS

The main weaknesses of Dabur India Ltd are:

• The prices of the products are higher or same as its competitors thus having higher
costs than competitors are a major weakness.
• Some major products have seasonal demands
• Dabur is being associated with Ayurvedic products and thus the non Ayurvedic
products such as Real Juice, Odopic, Odonil do not have a great image among the
consumers.

OPPORTUNITIES

The opportunities that Dabur India is currently facing are as follows:

• Untapped Market
• Market Development
• “Made in India “initiative by Indian Government
• Innovation and R &D
• Increase in the income level of middle-class people
• People focusing on Ayurvedic Products

THREATS

The threats of Dabur India are -

• High Competition from well established brands in the FMCG sector.
• Substitute products pose a high threat.
• Other fields like Homeopathic and Allopathic
• New Entrants in the market.

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 PESTEL ANALYSIS

POLITICAL FACTORS:
• Government intervenes: Government supports the FMCG Industry to expand and
export its products so that they can grow
• Trading policies: The trading policies are favourable to expand and grow

ECONOMIC FACTORS:
• Consumer focus: The main factor is that the organisation analyses the consumer
needs
• Living standard: The living standard has increased and thus leading to introduction
of high-quality products
• National income: The per capita income has increased and thus the amount spent
is also more.
• Inflation rate: If the rate of inflation is higher than the cost of the products will also be
high whereas if the inflation is lower the cost of the products will also be less and it
has direct impact on the growth of the company.

SOCIAL FACTORS:
• Demographics: The demographic factors help the organization to divide the market
into various segments and decide on the target group of the customers.
• Distribution of income: The income group decides the purchasing pattern of the
consumers and the company gets an overview of the purchasing power of the buyers
this ultimately leads to consumption of products.
• Consumerism: This indicates large number of choices available to the consumer. It
is very easy for the consumer to choose from the wide variety of options according to
their needs
• Education levels: It is another important factor which influence buying power.
Consumers should know about the features of the goods which he/she is purchasing.

TECHNOLOGICAL FACTORS:
• Discoveries & innovation: Continuous innovations of products and services
provides consumers with innovative products.
• Advancement in technology: The technology advancement ensures the growth of
the business with a focus on the core brands in the product range across various
categories as well as reaching to every part of the country.

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• Automation: Change in technology will leads to automation, all the works are done
automatically by the machines as earlier it is labour oriented.
• Research & development: This department has to do research about the demand of
the markets & how to make advancements so the organization can survive in the
competitive world.

ENVIRONMENTAL FACTORS:
• Environment regulations: The brand should keep in mind about the needs of the
customer in the personal grooming segment and target customers with safe as well
as natural solutions with the help of taking knowledge of Ayurveda which is very well
implemented in the brand along with modern science.
• Environmental protection: The company should be responsible to protect
Ecological system & use Eco-friendly products.

LEGAL FACTORS:
• Employment law: Equal opportunities to every citizen and child labour is a
punishable offence
• Consumer protection: To protect consumer rights and in case the consumer is
cheated he can file a complaint.
• Law affect social behaviour: Different laws are made by the government to safeguard the rights of
consumers.

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 MARKETING STRATEGIES

A marketing strategy is a long-term plan carried out promote the goods and services of a company.
Strategies are the long-term plans made to achieve the organizational goals and marketing deals in
the selling or promotion of goods and services with a primary aim of customer satisfaction.

Dabur’s marketing strategy aims at continuing its brand image by providing a variety of products and
using print media and sales promotion for reaching out to its customers.

I. PRICE

Price is normally expressed in monetary terms. it is worth of a product or service in monetary

terms. Price is the value which a buyer passes on to the seller in lieu of the product or services
provided. Price is a crucial determinant of the fact whether the exchange between the buyer and
seller should materialize or not. While pricing the product three main factor should be kept in
mind-:
1. Cost
2. Competition
3. Consumer demand

Pricing strategies of Dabur

Dabur is today seen as far more proactive in the market Dabur is now an external oriented
company. Across the whole organization the company have one definition of winning and that
means not just growing but growing completely.

Over the last two year, Dabur has maintained its operating margins through judicious price hikes
across products and reduction in pack sizes.

The three main factors affecting the pricing strategies have been discussed:

1. COST

One of the most important factors to take care while pricing is the cost set the floor for pricing
decision.

2. COMPETTION
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 Competition is another important consideration while pricing. But when there are competitors
selling the same or similar products, the pricing freedom is considerably reduced. Its price must
fall in line with the competitors. Similarly, Dabur India limited also has many competitors.

1. Hindustan unilever limited

2. Proctor and gamble
3. Pepsi co.
4. Colgate Palmolive

3. CONSUMER DEMAND
Dabur learned that majority of Indian population tends to go towards the Indianized natural and
herbal products thus they made it their USP.

II. PLACE

Place in the context of marketing mix refer to a set of decision that need to be taken in
order to make the product available to the customer for purchase and consumption.

CHANNEL OF DISTRIBUTION

Dabur ‘s distribution network is recognized as one of its key strengths. Its focus is not
only to enable easy access to our brands but also to touch consumer with a three-way
convergence of product availability, brand communication and higher levels of
experience.

III. PROMOTION

Once the product has been manufactured, priced rightly and is distributed. There are
different promotional activities like Advertising, Sales promotion, Trade promotion,
Personal selling, etc. but one of the most convenient and effective one that most of the
industries uses is the Advertising and Sales Promotion.

ADVERTISING

Advertising is a form of communication that typically attempt to persuade potential

customers to purchase or to consume more of a particular brand of product or service.
Dabur has created the huge brand image and a vast product following by associating
mega-names like Amitabh Bachchan, Rani Mukherjee, Vivek Oberoi, mandira Bedi etc.

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Dabur invested rupees 150 crore just on the advertising of “real fruit juice” and “real
active”. So far, the company has been successfully in this mission as the people now
know the brand and ask for its product by the name.

SALES PROMOTION

“An activity designed to boost the sales of a product or services. It may include an
advertising campaign, a free sample campaign, offering free gifts, trading stamps,
exhibition, setting up competition with attractive prices, telemarketing etc. Sales
promotion involved short-term investment to encourage buyers to purchase a product.
Its aim is to encourage immediate purchase of the product.

SALES PROMOTIONAL TOOLS OF DABUR

• Price promotion
• Coupons
• Gift with purchase
• Point-of-sale displays
• Free samples
• Sales contest
• Incentives

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 AWARDS AND ACHIVEMENTS

• Dabur ranked 182 in the ET-500 list of India Inc’s Heroes.

• Dabur ranked 7th most respected company in the Fast-Moving Consumer Goods
space in India.
• Dabur ranked among Top 10 Best companies to work for in the Goods and Durables
sectors.
• Dabur ranked 45 among most trusted brands in India, according to Brand Trust Report,
India Study, 2011.
• The Burman family, promoters of Dabur, ranked 20th in Forbes ‘The 100 richest
Indians’ list.
• Dabur listed among the enterprises that are ‘Doing India Proud’ in Limca Book of
records 2010.
• Dabur ranked 200 in the Fortune India 500 list that ranks India’s 500 largest
corporations.
• Dabur India Limited ranked as India’s Most Customer Responsive FMCG Company
. • Dabur Chyawanprash Immune India Campaign and Dabur Glucose-D ace the pace
bag International Promotion Marketing Award of Asia 2010.

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 PORTERS FIVE FORCES MODEL

Competitive Rivalry (HIGH)

• High discounts offered to private brands by retailers to increase sales
• The industry is highly fragmented due to entrance of more MNCs
• Advertisement and promotional activities
• Distribution is very competitive
• New product and diverse products
• Very low exit barriers
Threat of New Entrants (MEDIUM)
• There is a very huge investment for setting up distribution network and promoting it
• There is lot of investment to create goodwill and for advertisements
Buyer’s power (HIGH)
• Switching cost is low thus customers can shift easily
• Marketing strategies influence the customers
• Same or similar alternatives easily available
Supplier’s power (LOW)
• Large FMCG company can shift suppliers if they are not happy with the price. The
companies dictate the prices through local sourcing from a group of key commodity
supplier.
Threat of substitutes (HIGH)
• Multiple brands present in same industry
• There is hardly any product differentiation between the brands
• Continuous Price war between the brands

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 OBJECTIVES OF THE STUDY

 PHASE I:
• To study the Satisfaction level of Dabur Product Users
• To analysis the factors influencing of usage of Dabur Products

 PHASE II:
• Data collections from friend, family and colleagues
• Analysis of the major problems faced by consumers with Dabur Products

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 ROLES AND RESPONSIBILITIES

➢ For Phase I:
• Do a detailed study of Dabur Brands and analysis
• Study Consumer Satisfaction of Dabur Products
• Study the factors which involves consumer purchase behaviour of Dabur
Products
• Do Cross tabulation analysis of Demographics and Purchase Behaviour

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 METHODOLOGY

➢ PRIMARY DATA:
FOR PHASE I:
• Structured questionnaires were prepared for the consumer satisfaction to Dabur
Products were sent to Dabur Users. The consumers were selected from personal
contacts.
• The responses were taken by filling up of the questionnaire. At times it so
happened that the consumers did not understand the questions, so I had to make
them understand the questions and then fill them. Few other questions were also
involved to know if there were any malpractices present in dealing with any other
brands or not.

FOR PHASE II:

• Face to Face responses of the consumers on the problems
• Computer facility has been used for typing and other requirements of the study.

➢ SECONDARY DATA:
FOR PHASE I & II:
• The information gathered from Internet, books, journals, etc. I referred books and
case studies of FMCG products to get an insight on the products being sold and
to understand the buying behaviour of the consumers. These books helped me a
lot in collecting information about employee engagement in an organization.

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 RESEARCH PLAN

1 Research design Descriptive

2 Sources of data Primary & secondary

3 Research instrument and tool used Questionnaire and Excel

4 Sample location Questionnaire floated on

Social Media Platforms, Family,
Relatives and Friends

5 Sampling plan Non- Random Sampling

6 Sample size 20 respondents through

Questionnaire filling

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 QUESTIONNAIRE

1. How likely would you recommend this brand to others?

o most likely
o likely
o nuetral
o unlikely
o most unlikely

2. Would you purchase these same products in future?

o most likely
o likely
o nuetral
o unlikely
o most unlikely

3. Are you completely satisfied with the products of Dabur that you use?
o Yes
o No

4. Are you ready to change the current products of Dabur that you use with
similar products of other brands?
o Yes
o No

5. if you had the authority to change some of these products feel, will you do it?
o Yes
o No
o Maybe
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6. Are you satisfied with the quality of the products you use?
o Yes
o No
o Maybe

7. Do you think the pricing strategy of Dabur is fair?

o Yes
o No
o Maybe

8. Do you still see yourself trusting these same products after, say 5 years?
o Yes
o No
o Maybe

9. How long have you been using Dabur products?

o 0 to 5 years
o 5 to 10 years
o More than 10 years

10. Who suggested your favorite Dabur product for you?

o Friend
o Family
o Colleague
o Advertisement

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 DATA ANALYSIS AND INTERPRETATION

Interpretation:
Out of 20 respondents, 50% responded with most likely, 25% with likely,
15% neutral, 5% unlikely and 5% most unlikely.

Interpretation:
Out of 20 respondents, 40% responded with most likely, 30% with likely,
20% with neutral, 5% with unlikely and 5% with most unlikely

25
Interpretation:
Out of 20 respondents, 80% replied with yes and 20% replied with no.

Interpretation:
Out of 20 respondents, 55% responded with yes and 45% responded with
no.

26
Interpretation:
Out of 20 respondents, 25% replied with yes, 20% replied with no and
55% replied with maybe.

Interpretation:
Out of 20 respondents, 60% replied with yes, 10% replied with no and
30% replied with maybe.

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Interpretation:
Out of 20 respondents, 65% replied with yes, 15% replied with no and
20% replied with maybe.

Interpretation:
Out of 20 respondents, 50% replied with yes, 10% replied with no and
40% replied with maybe.

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Interpretation:
Out of 20 respondents, 70% replied with 0 to 5 years, 15% replied with 5
to 10 years and 15% replied with more than 10 years.

Interpretation:
Out of 20 respondents, 60% replied with friend, 5% replied with family,
10% replied with colleague and 25% replied with advertisement.

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 SUGGESTIONS

• Focus on growing core brands across categories.

• Reaching out to new geographic, within and outside India.
• Improve operational efficiencies by leveraging technology.
• Be the preferred company to meet the health and personal grooming needs of our target consumers
with safe, efficacious, natural solutions by synthesizing the deep knowledge of Ayurveda and herbs
with modern science.
• Provide consumers with innovative products within easy reach.
• Vatika hair care centre: On the lines of Marico’s Kaya Clinic, Dabur could start a venture called
Vatika hair care center which would provide total hair care solutions. It could have hair care experts to
solve hair problems. Services could include dandruff treatment, straightening of hair, treatment for
split, etc.
• Position of Dabur Chyawanprash as not more of a medicine but as something which is necessary
for health.
• More initiatives like “Dabur ki deewar” to increase brand visibility. It is an initiative to occupy shelf
space.

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 CONCLUSION

It was really a very great experience to study this FMCG Company “Dabur India Limited”. After
going into all aspects i.e., marketing strategies, Policies, Pricing strategies, etc. we can
conclude that company is excellent on all the fronts.

The company's different project like Sundesh and its social initiatives in Nepal etc. indicates
that the company is also loyal toward the society, and all such social responsibilities are very
necessary to build a strong customer base and brand loyalty. Through its comprehensive
range of products, it touches the lives of all consumers in all age groups, across all social
boundaries. And this legacy has helped them develop a bond of trust with our customers. That
guarantees us the best in all product carrying the Dabur name. Dabur has strong distribution
network.

Dabur is the 4th largest FMCG company of India. Dabur is one of the most trusted brands.
Dabur is a direct selling business arm. Dabur also render services to the community, focus on
health and hygiene education, empowerment of women, and water management. Dabur India
Limited's distribution over 1 million retail outlets across India directly and is its products are
available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India.

Dabur is one of the country's largest exporter: it has been recognized as the Golden Superstar
Trading House by the Government of India.

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 BIBLIOGRAPHY

WEBSITES

https://www.dabur.com/about%20Dabur-Company%20History

https://www.indiainfoline.com/Markets/Company/Background/Company-Profile/Dabur-
IndiaLtd/500096

https://www.marketresearch.com/IS-Advisors-v3900/FMCG-Sector-India-Strategic-

https://www.researchchandmarkets.com/reports/2218915/dabur_india_limited_strategy_andrepor

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