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A Study of Brand Positioning and Promotion Techniques of Household Detergent Brands Affecting Customer Satisfaction and Brand Loyalty

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A Study of Brand Positioning and Promotion Techniques of Household Detergent Brands Affecting Customer Satisfaction and Brand Loyalty TITLE A STUDY OF BRAND POSITIONING AND PROMOTION TECHNIQUES OF HOUSEHOLD DETERGENT BRANDS AFFECTING CUSTOMER SATISFACTION AND BRAND LOYALTY (WITH SPECIAL REFERENCE TO PUNE CITY) CERTIFICATE (FORM ‘A’) This is to certify that the thesis entitled “A study of brand positioning and promotion techniques of household detergent brands affecting customer satisfaction and brand loyalty” (With special reference to Pune city) is an original research work done by Mrs. Priyanka Narendra Pendse under my supervision for the award of the Degree of Doctor of Philosophy (Ph.D) in Management to awarded o by Tilak Maharashtra Vidyapeeth, (Deemed University) Pune. To the best of my knowledge and belief this thesis embodies the work of candidate herself. The work incorporated in this thesis has duly completed and fulfils the requirement of the ordinance related to Ph.D degree if the TMV. The work done by her is up to the standard in respect of both content and language for being referred to the examiner. The work completed by this researcher has not formed the basis for the award of any Degree or similar title of this or any other University or any other Vidyapeeth (Deemed University) or any other examining body upon her. Place : PUNE Date : / /2017 Dr C. Sunanda Yadav (Research Guide) (i) DECLARATION (FORM ‘B’) I hereby declare that the thesis entitled, “A STUDY OF BRAND POSITIONING AND PROMOTION TECHNIQUES OF HOUSEHOLD DETERGENT BRANDS AFFECTING CUSTOMER SATISFACTION AND BRAND LOYALTY” (WITH SPECIAL REFERENCE TO PUNE CITY) is completed and written by me has not previously formed the basis for the award of any Degree or other similar title upon me of this or any other University or any other Vidyapeeth (Deemed University) or any other examining body. To the best of my knowledge and belief this research is original. I further declare that the various references, relevant data material obtained from the other sources has been duly acknowledged in this thesis and its list is attached in the bibliography/references attached at the end of this thesis. Mrs. Pendse Priyanka Narendra (Research Student) Place : PUNE Date : / / 2017 (ii) Tilak Maharashtra Vidyapeeth (Deemed University) Undertaking 1. I Mrs. Pendse Priyanka Narendra have registered my name for the Ph.D. Course in Management in the year Jan 2011. 2. The undertaken research is entitled as: “A study of brand positioning and promotion techniques of household detergent brands affecting customer satisfaction and brand loyalty” (With special reference to Pune city) 3. I have gone through extensive review of literature of the related published/ unpublished research works and the uses of such references made have been acknowledged in my thesis. 4. The title and the content of my research are original. 5. I understand that, in case of any complaint especially plagiarism, regarding my Ph.D. research from any party, I have to go through the enquiry procedure as decided by the Vidyapeeth (Deemed University) at any point of time. 6. I understand that, if my Ph.D. thesis (or part of it) is found duplicate at any point of time, my research degree will be withdrawn and in such circumstances, I will be solely responsible and liable for any consequences arises thereby. I will not hold the Tilak Maharashtra Vidyapeeth, Pune responsible and liable in any case. I have signed the above undertaking after reading carefully and knowing all the aspects therein. Signature: ____________ Address : Chidanand CHS, Sus Road Pashan Pune 411021 Ph.No. : 9422987201 e-mail : [email protected] Date : Place : PUNE (iii) ACKNOWLEDGEMENT Every researcher needs lot of help, support and encouragement. This thesis is also no exception. For completion of this Ph.D. research work many people have helped me directly and indirectly. I dedicate my entire work to Lord Shri Ganesh Godess Saraswati the lords of wisdom, learning and knowledge as well as Lord Krishna, the great philosopher and manager of this world. My respect to pujya Gurudeo’s Sant Shri Gajanan Maharaj Shegaon, Sant Shri Gondavalekar Maharaj, Gondavale and Sant Shri Swami Samartha Maharaj, Akkalkot for their blessings in my life without which I would have not done this work. I express a deep sentiments of gratitude to my research guide Dr. C. Sunanda Yadav, who has been a philosopher and guide to me in my research journey. My guide is not only a hardcore academician but also a great administrator and I am indebted to her for the knowledge and the expertise shared by her as without her encouragement and insight the completion of this work would not have been possible. I would like to thank the academic council of Tilak Maharashtra University, Pune (Deemed University) for giving me an opportunity to work on the research topic. I sincerely thank Dr. Deepak J.Tilak, Vice-Chancellor of Tilak Maharashtra University, Dr. Hemant K Abhyankar, Dean, Board of Management Studies. I thank Dr.S G Bapat, Late Dr M C Dixit for my selection and giving me an opportunity to work on this topic. My thanks to Dr Prajyakti Bakre, Mrs Vishakha Patange, Management department as well as Mrs Bhagwat and staff PhD department in Tilak Maharashtra Vidyapeeth for providing me timely administrative help. Special thanks to my friend Dr. Medha Tadpatrikar, a management consultant, entrepreneur and social activist from Pune for sharing her professional expertise, unreserved advice and encouragement. I am also thankful to Mr. Anand Phand, a professional statistician whose statistical knowledge was helpful to me in doing the statistical analysis and data management for of the present work. (iv) I am also thankful to the marketing, sales, advertising, brand experts, brand audit and desk research personnel who gave their valuable time for the discussions during my research work. My humble thanks to all known and unknown respondents who voluntarily participated in the field work survey carried out for my doctoral research work and thanks for sharing their valuable opinions and views during the present study. I would like to thank my family who are always behind me and encouraging me. Thanks to my husband Mr. Narendra S Pendse for his encouragement and support. I wish to give special thanks to my beloved parents Mr. Padmakar N Date and Mrs. Hemlata P Date, who is a centurion blood donor couple from India, for loving me and always believing in me that I could achieve anything. Parent’s inspiration, loving support and blessings are like a warm shell to me always. Special thanks with lots of blessings to my beloved son Master Atharva N Pendse who has been a constant source of motivation for me to do my higher studies. My beloved son Atharva who accompanied me for few field work visits out of his curiosity and interest in order to observe the interactions and responses of the various known and unknown respondents in this research study. Last but not least I would like to thank my friends and well-wishers who always stood by me throughout my completion of my research work and always encouraged me. Mrs. Pendse Priyanka Narendra (Research Student) (v) CONTENTS CHAPTER PERTICULARS PAGE NO CERTIFICATE i DECLARATION ii UNDERTAKING iii ACKNOWLEDGEMENT iv-v LIST OF TABLES vi-vii LIST OF FIGURES viii-x LIST OF ABBREVATIONS USED xi 1 INTRODUCTION 1 - 8 2 LITERATURE REVIEW 9 - 54 DETERGENT MARKETERS AND 3 THEIR DETERGENT BRANDS 55 - 82 4 RESEARCH METHODOLOGY 83 - 93 5 ANALYSIS OF DATA 94 - 164 CONCLUSIONS,SUGGESTIONS AND 6 FURTHER SCOPE TO THE STUDY 165 –182a BIBLIOGRAPHY, REFERENCES 7 AND WEBLIOGRAPHY 183 – 195 APPENDIX QUESTIONNAIRE A QUESTIONNAIRE B DISCUSSION GUIDE BIBLIOGRAPHY AND WEBLIOGRAPHY LIST OF TABLES Table Perticular Page No Chapter 3 Table 3.1 Detergent marketers and their brands referred 58 Table 3.2 Hindustan Unilever’s brands referred in present study 60 Chapter 5 Questionnaire A (For Customers) Table 5.3.1 Customers preferred washing product 96 Table 5.3.2 Customers preferred medium of washing clothes 96 Table 5.3.3 Brand of detergent powder used (Current) 97 Table 5.3.4 Brand of detergent bar used (Current) 98 Table 5.3.5 Preferred Company's detergent brand 99 Table 5.3.6 Most preferred detergent powder brand 99 Table 5.3.7 Most preferred detergent bar/cake brand 100 Table 5.3.8 Duration of usage 100 Table 5.3.9 Brand change (Last 6 months) 101 Table 5.3.10 Current brand after change in detergent brand 101 Table 5.3.11 Previous brand before change 102 Table 5.3.12 Option brand of detergent powder 103 Table 5.3.13 Option brand of detergent bar/cake 103 Table 5.3.14 Frequency of brand switch 104 Table 5.3.15 Reasons for brand switching 105 Table 5.3.16 Decision in event of price rise 106 Table 5.3.17 Number of members in your family 106 Table 5.3.18 Number of earning members in your family 107 Table 5.3.19 Detergent consumption per month 107 Table 5.3.20 Point of purchase 108 Table 5.3.21 Who purchase detergent in your family? 108 Table 5.3.22 Frequency of usage of detergent 109 Table 5.3.23 Reason of particular choice of detergent 109 Table 5.3.24 Media source from where you find about your current brand. 110 Table 5.3.25 Advertisement of any detergent seen last one month? 111 Table 5.3.26 Bought a detergent after watching an advertisement? 111 Table 5.3.27 Reason of purchasing after watching advertisement 112 Table 5.3.28 Overall quality of your detergent brand 113 Table 5.3.29 Parameters observed in advertising 114 Table 5.3.30 Placement of detergents 115 Table 5.3.31 Product displacements in the mall/shop make you buy? 115 Table 5.3.32 Bought any other detergent due to offers? 116 Table 5.3.33
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