Consumer Satisfaction on Personal Care Product of Hindusthan

Home , Axe (brand), Hamam (soap), Hindustan Unilever, Pepsodent

ISSN (Online) 2456 -1304

International Journal of Science, Engineering and Management (IJSEM) Vol 3, Issue 4, April 2018

Consumer Satisfaction on Personal Care Product of Hindusthan Unilever Limited With Reference To Thoothukudi [1] A.Saratha,[2] DR.K.Kamalakannan [1] M.Phil Research Scholar, [2] Head and Associate Professor [1][2] PG and Research Department of commerce, V.O.Chidambaram College,Thoothukudi.

Abstract:- Now a day's most business organizations are operating in a complex and competitive environment where demands are constantly changing. In this era of intense competition, especially within the FMCG sector, one can achieve success only after having a thorough understanding about their target consumer preference and satisfaction. Personal care industry is composed of hair care, bath products, skin care and cosmetics, and oral care. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India and touches the lives of two out of three Indians Hindustan Unilever is looking to diversify its beauty and personal care portfolio and is also working on expanding its distribution network across the country over the next two years. The study is conducted in and around Thoothukudi and a sample of 60 respondents was taken. The collected data with the help of well -structured questionnaire. The study shows that consumers give more importance to the ‘Price’ of the personal care brands they buy. Further the variation of the influence of different factors across gender, marital status, age group and educational level of respondents was also analyzed in this article. The finding of the study reveals that the maximum of the respondents are female and most of the respondents are graduates using HUL personal care Products.

Key Words: FMCG - Preference - Customer Satisfaction – Brand – HUL – Personal care products.

INTRODUCTION STATEMENT OF THE PROBLEM

Fast Moving Consumer Goods (FMCG) can be defined as The Following steps were taken in to consideration, to packed goods that are consumed or sold at regular and small identify the research problem Informal investigation, Visit intervals. India„s personal care industry is composed of hair to the shop owners, talked to the distributors and to the care, bath products, skin care and cosmetics and oral care. consumers in the locality and surrounding areas, External The sector is driven by rising income, rapid urbanization and Internal Analysis, Understanding customer problem, and celebrity promotions. The FMCG Sector in India is the Understanding the market structure, Situational Analysis, fourth largest sector in the Indian economy. A few of the Tastes & preferences, Needs & income, Major Competitors FMCG product are: Toiletries, Soaps, detergents, Cleaning, ITC Dabur Procter & Gamble Cavin Care Amul Johnson & and Cosmetics etc,. Its most popular brands are Sunsilk, Johnson, etc. They give more importance to price, quality, Clear, and Clinic Plus. The most common brands include convenience, reputation of the company. This consumer Godrej‟s, Cinthol, Reckitt, Dettol, Wipro„s, Santoor, and satisfaction on Personal care product of Hindustan Unilever Unilever„s Lux, Dove , Hamam , and Lifebuoy. Hindustan Limited with reference to Thoothukudi city. Unilever has three brands that are popular among Indian women - Fair & Lovely, Lakmé, and Ponds. Fair & Lovely OBJECTIVES OF THE STUDY was the world„s first skin lightening cream and is the company„s leading skin care brand. Colgate Palmolive„s The following are the main objectives of the study Charmis moisturizer is also prominent. Hindustan Unilever  To identify the preferred brand of personal care is another significant player with toothpaste brands Pepsodent and Close Up. As per research data, two out of products of Hindustan Unilever Limited. three Indians use HUL products. The present study is an  To study the factors influencing consumer attempt to identify the preferred brand and the level of satisfaction on the personal care products. satisfaction on the Personal care products of HUL in  To study the level of consumer satisfaction towards Thoothukudi. personal care products.

ISSN (Online) 2456 -1304

International Journal of Science, Engineering and Management (IJSEM) Vol 3, Issue 4, April 2018

COLLECTION OF DATA Table 2 reveals the age wise classification of the respondents. As high as 68 percent of the respondents are in Since the objective of research is to measure consumer‟s the age group of 20 yrs - 30 yrs. However 20 percent of the satisfaction on personal care product with reference to respondents are in the age group of 31 yrs - 40 yrs. About Hindustan Unilever Limited with reference to Thoothukudi. 12 percent of the respondents fall in the age category of For this pupose, the best Sources are by issuing above 40 years. Hence it can be concluded that as high as 68 questionnaire to the consumers. percent of the respondent‟s age fall in the category of 20 yrs - 30 yrs. SCOPE OF THE STUDY 3. EDUCATIONAL QUALIFICATION The study is undertaken to analyses the consumer satisfaction on personal care product of Hindustan Unilever The following table is constructed to classify the Limited. The sample respondents are selected for analysis respondents with their levels of educational qualification. who is residing within the limit of Thoothukudi. Table - 3 RESULT AND DISCUSSION Educational Qualification of the respondents Educational No. of Percentage 1. GENDER WISE CLASSIFICATION Qualification Respondents The respondents are classified in accordance with their gender and presented in the following table. Up to Higher 08 13 Table: 1 Education GENDER WISE CLASIFICATION OF THE Under Graduation 17 28 RESPONDENTS Gender No. of Percentage Post Graduation 17 28 Respondents Professional 08 13 Male 20 33 Others 10 18 Female 40 67 Total 60 100 Total 60 100 Source: Primary Data

Source: Primary Data From the table 3 it is found that 13 percent of the Table 1 shows that 33 percent of the respondents are male respondents are up to Higher education. About 28 percent of and the remaining 67 percent of the respondents are female. the respondent are graduation and post graduation. Another Hence it is revealed that male respondents outnumber the 13 percent of the respondents are professionals. Hence about females. 18 percent of the respondents are other educations.

2 AGE WISE CLASSIFICATION 4 AVERAGE AMOUNT SPEND ON PERSONAL CARE The respondents are classified in accordance with their PRODUCT FOR EACH MONTH OF THE age and presented in the following table. CLASIFICATION Table - 2 The samples respondents are classified average amount Age Wise Classification of the respondents spend on personal care product for each month. It is Age No. of Percentage presented in the following table. Respondents Table –4 20 yrs – 30 yrs 41 68 Average amount spend on Personal care product for Each 31 yrs – 40 yrs 12 20 Month of the Respondents Above 40 yrs 07 12 Amount No. of Percentage Respondents Total 60 100 Source: Primary Data Rs.100 – Rs.500 34 57

ISSN (Online) 2456 -1304

International Journal of Science, Engineering and Management (IJSEM) Vol 3, Issue 4, April 2018

Rs.501 – 19 32 1. Ponds 23 18 19 Rs.1000 (38%) (30%) (32%)

Above Rs.1000 07 11 2. Fair & Lovely 18 27 15 (30%) (45%) (25%) Total 60 100 3. Aviance 5 9 46 Source: Primary Data (8%) (15%) (77%) 4. Dove 17 15 28 Table 4 reveals that average amount spend on personal care (28%) (24%) (48%) product for each month of the classification of the 5. Vaseline 15 18 27 respondents. 57 percent of the respondents are spending (25%) (30%) (45%) amount Rs.100- Rs.500. 32 percent of the respondents are 6. Lakme 18 14 28 Rs.501 – Rs.1000. 11 percent of the respondents Above (30%) (22%) (48%) Rs.1000. Hence it can be concluded that as high as 57 Hair Care – Shampoo: percent of the respondents are Rs.100 – Rs.500 Average 1. Sunsilk 15 18 27 amount spend on personal care product for each month. (25%) (30%) (45%)

2. Dove 11 23 26 5 PREFERENCE PLACE OF PURCHASE FOR THE (18%) (38%) (44%) PERSONAL CARE PRODUCT OF THE 3. Clear 16 23 21 CLASSIFICATION (27%) (38%) (35%) The sample respondents are classified preference place of purchase personal care product. It is presented in the 4. Clinic Plusb 23 17 20 following table. (38%) (28%) (34%) Table – 5 Hair Oil: Preference Place of Purchase No of Respondents Indhulekha 12 12 36 Preference Place of No. of Percentage (20%) (20%) (64%) Purchase Respondents Soaps: Nearby store 20 33 1. Rexona 12 16 32 (18%) (26%) (56%) Malls 15 25 2. Pears 18 22 20 (30%) (36%) (34%) Department stores 25 42 3. Dove 17 20 23 Total 60 100 (28%) (34%) (38%) 4. Lux 12 23 26 Source: Primary Data (18%) (38%) (44%) 5. Hamam 23 17 20 Table 5 reveals that respondents 33 percent of the (38%) (28%) (34%) respondents are purchase to Nearby Store. 25 percent of the 6. Life buoy 23 14 23 respondents are purchasee in Malls.42 percent of the (40%) (20%) (40%) respondents purchase in Departmental stores. Hence it can Oral Care: be concluded that as high as 42 percent of the respondents 1. Pepsodent 18 24 18 are Preference place to purchase the departmental store. (30%) (40%) (30%)

2. Close – Up 22 16 22 6. REFERENCE ON THE PERSONAL CARE (38%) (24%) (38%) PRODUCTS OF HUL FOR THE RESPONCENTS Preference on the personal care products of HUL Perfumes: Brand/Level of Most Preferre Less 1. Axe 20 15 15 Preference Preferre d Preferre (32%) (24%) (44%) d d 2. Rexona 11 23 26 Skin Care: (16%) (40%) (44%) Source: Primary Data

ISSN (Online) 2456 -1304

International Journal of Science, Engineering and Management (IJSEM) Vol 3, Issue 4, April 2018

Table 6 disclose that the respondents mostly prefer ponds, CONCLUSION fair & lovely, and lakme in skin care brand. Clear and clinic plus in hair care brand, dove, hamam, life buoy in soap Fast moving consumer goods are essential for the people in brand. Close – up in oral care brand. Axe in perfumes are their day to day life. Their importance is giving the mostly preferred personal care product for the respondents. personality oriented benefits to the consumers. The study reveals that ponds, Fair & Lovely, Lakme, clear, dove, LIMITATION OF THE STUDY Hamam, close – up and axe are the preferred brands of personal care products of Hindustan Unilever Limited The study depends upon the primary data collected from the provide Satisfaction to the consumers in the way of price, respondents in Thoothukudi city. All sorts of limitation Quality and availability of the product. It is also association applicable to primary data are applicable to the present between the variables selected and the level of satisfaction study too. Information as reported by respondents might be of the consumers. prejudiced. Respondents of Thoothukudi alone have been included in the sample. Hence, while generalizing the REFERENCE: results caution is to be excercised. 1. Ashok Yakkldevi(2003) “consumer behaviour FINDINGS among woman with special reference to cosmetics” Vol.: The following are the major findings arrived from the 1(1), pp 1-5. analysis 2. Banu Rekha. M and Gokila. K (2005) “A study on 1. Calculating that 70% of the Female respondents are using consumer awareness, attitude and preference towards herbal HUL Personal care product. cosmetic products with special reference to Coimbatore 2. Concluded that as high as 74% of the respondents age fall city”, International Journal of Interdisciplinary and Multi in the category of Below 20- 30. Disciplinary studies (IJJMS), Vol.: 2, No.4, pp 96-100. 3. This study reveals that majority of respondents are unmarried. 4. Most of the 30% of the respondent‟s educational status are graduate and post graduates. 5. Majority of the respondents occupation 40 percent of the students. 6. The 62 percent of the respondents spend on personal care product for each month Rs. 100 – 500.

SUGGESTIONS

 Personal care product should pay more attention to male segments, as results of the study proves that male shop less in compared to female. So companies should device the policies and strategies to attract more number of people in this segment in future.  Personal care product should not target only specific age group of people like teenagers and adults. They must target all and give more attention to above 20 -30 yrs age group people. So that all people can use HUL products.  The most of purchasing the personal care products for the graduates and post graduates use in HUL product. So company‟s special attention to the all consumers and most specify attention to graduates and post graduates consumers.