RESEARCH PROJECT REPORT ON
“ STUDY ON SATISFACTION LEVEL OF CUNSUMER ON MR 2”
KANPUR INSTITUTE OF MANAGEMENT STUDIES (AFFILIATED TO GAUTAM BUDDHA TECHNICAL UNIVERSITY, LUCKNOW
APPROVED FROM A.I.C.T.E IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE MASTER OF BUSINESS ADMINISTRATION (2010-2012)UNDER THE GUIDANCE OF (Ms. SHARADHA SHUKLA)
SUBMITTED BY: (ATUL BABU) ROLL NUMBER-1071470007 MBA BATCH-2010-12 ON (31-03-2012)
1
DECLARATION
I, (Atul Babu), hereby declare that the project work entitled ”STUDY ON SATISFACTION LEVEL OF CUNSUMER ON MR 2” submitted towards MBA Certificate is my original work and the dissertation has not formed the basis for award of any degree, associate ship, fellowship or any similar title to the best of my knowledge.
2
Place: Kanpur
(Atul babu)
Date:
(Atul babu)
Roll No. /Student ID: 10714700007
PREFACE
In its broadest sense training is essential to make the students familiar to the industrial environment prevailing in the world .To be competitive and work aggressively, students need to know the policies ,procedures and trends going in the present industrial world . The purpose and objective of this study is to analyze the working condition.
3
Acknowledgement
I take this opportunity to express my deep gratitude to those who have helped me in completing the matter of this report ,it was a time taking process and lot of guidance and support was needed to complete this report .it was team work and without co-operation it was not possible to complete this project . The training report titled “SATISFACTION LEVEL OF CONSUMER ON MR2 “has been prepared towards the partial fulfillment of M.B.A. First of all I would like to express my deep gratitude to Mr. Sandeep Sharma (C.R.E.) for his valuable suggestions from time to time without his support this project would not have taken its present shape. My sincere thanks to the employees of different organization, for helping me and providing support in completing the project I would also like to thank faculty member MS. SHARADHA SUKLA(Kanpur Institute of Business Management Unnao (U.P.)) for his encouragement and guidance. NAME – ATUL BABU MBA FINAL YEAR ROLL NO-0956370010
4
Contents
Chapter No.
Description
Page No.
Declaration
2
Faculty Certificate Certificate from Organization
3
Preface
4
Acknowledgement
5
Brief History
9-10
Executive Summary
11-13
1-
Introduction to topic
14-19
1.1
Determining the customer satisfaction
15-16
1.2
Measuring customer satisfaction
1.3
Objectives of the study
18-19
2-
Company Profile
20-62
2.1
Soap & detergent division
27-41
5
17
List of figures
Figure 2.1
39
2.2
Leather & footwear division
42-62
3-
Research Methodology
63-80
3.1
Objective of research
3.2
Research process
66-69
3.3
Research design
70-73
3.4
Sampling method
74-76
3.5
Limitations
3.6
Data collection method
78-80
4-
Analysis & Interpretation
81-87
65
77
List of figures Figure 4.1
82
Figure 4.2
83
Figure 4.3
84
6
Figure 4.4
85
Figure 4.5
86
Figure 4.6
87
5-
Findings
88-90
6-
Recommendations
91-93
7-
Appendices
94-98
8-
Bibliography
99-100
7
BRIEF HISTORY
Over 100 years’ link with India. In the summer of 1888,visitors to the Kolkata harbor & 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).
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.
In 1931, Unilever set up its frist 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 India public, being the frist among the foreign subsidiaries to do so. Unilever now holds 51.55% equity in the company. The rest of the shareholding is distributed among about 380,000 individual shareholders and financial institutions.
The erstwhile Brooke Bond’s presence in India detes 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 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.
8
The liberalization of the Indian economy, started in 1991 clearly marked an inflexion in RSPL (Rohit Surfactants Pvt. Ltd.) 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, products like soaps, Detergents and personal products both for the domestic market and exports to India. In 1995 RSPL’s Footwear & Leather Division has recorded impressive growth.
9
Executive summary
Ghari Detergent brand is one of the fastest growing in the stagnant FMCG market. The Ghari Group, in spite of such competition, is making great strides in the Indian Detergent Industry and is currently ranked as third largest brand in its category with more than 16% market share (approx.) and is striving to better its position by constant endeavor. With the passage of time, by adopting latest technology and using premium quality raw material, it developed a product under the brand name ‘GHARI’ to the liking of the masses and achieved a group turnover of more than Rupees 1000 Crores in the financial year 2006-07, continuing with an average growth rate of 15 to 20%. Rohit Surfactants Pvt Ltd (Leather and footwear division) is part of the fast growing Rohit Surfactants group with sales of US$ 400 million per annum. The Footwear & Leather Division has recorded impressive growth since inception in 1995. Rohit Surfactants Pvt Ltd (Leather & Footwear Division) has over 1200 full time employees. The group produces one of the leading FMCG brand in India marketed under the brand name of ‘GHARI’. The company markets a leather footwear brand in India by the name of ‘RED CHIEF’, all footwear made under this brand is of leather. The company is a complete leather and footwear manufacturer with its own tannery, and three footwear and a sole manufacturing plants. The main objective of the project is to measure the satisfaction level of consumer on MR2 detergent for that we have to distribute the two different type of detergent pack of sample A and sample B, after few day we go there & take their experience about these sample.
We ask the respondents to rate how much they expected of certain attributes and how much they actually experienced. Finally, the company can ask respondents to list any problems they have had with the offer and to suggest improvements. 10
Company can take direct measures of consumer satisfaction by conducting regular surveys. They can send questionnaires or make telephone calls to a sample of recent consumers to find out how they feel about various aspects of the company’s performance. They can also survey buyer’s views on competitor’s performance.
Finally We Find That:
MR2 detergent has got a good Burned stains removal power and can give a strong competition to competitors. MR2 detergent has got good Oil stains removal power, far better than that of others. Perfume of MR2 detergent is very good in nature, and very effective as in comparison of surf excel, tide. Post washing perfume of MR2 detergent is very good in nature, and very effective as in comparison of surf excel, tide.
11
Chapter - 1 Introduction To Topic
12
Introduction to topic
Determining the Customer satisfaction Today’s consumers face a growing range of choices in the products and services they can buy. They base their choices on their perceptions of quality, value, and service. A company must need to understand the determinants of consumer value and satisfaction. Consumer delivered value is the difference between total consumer value and total consumer cost. Consumers will normally choose the offer that maximizes their delivered value.
Consumer satisfaction is the outcome felt by the buyers who have experienced a company’s performance that has fulfilled their expectations. Consumers are satisfied when their expectations are met, and delighted when their expectations are exceeded. Satisfied consumers remain loyal longer, buy more, are less price sensitive, and talk favorably about the company.
To create consumer satisfaction, a company must maintain their own value chains and the entire value delivery system in a consumer centered way. The company’s goal is not only to get more and more people consuming its products but, even more importantly, to retain consumers.
13
Measuring Consumer Satisfaction A company can measure the consumer satisfaction in a number of ways. It can measure satisfaction directly by asking “How satisfied are you with this product? Are you highly dissatisfied, somewhat dissatisfied, neither satisfied nor dissatisfied, somewhat satisfied, or highly satisfied?” It can ask the respondents to rate how much they expected of certain attributes and how much they actually experienced. Finally, the company can ask respondents to list any problems they have had with the offer and to suggest improvements.
Company can take direct measures of consumer satisfaction by conducting regular surveys. They can send questionnaires or make telephone calls to a sample of recent consumers to find out how they feel about various aspects of the company’s performance. They can also survey buyer’s views on competitor’s performance.
14
Objective of the Study
As we all know that Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The Ghari Group, in spite of such competition, is making great strides in the Indian Detergent Industry and is currently ranked as third largest brand in its category with more than 16% market share (approx.) and is striving to better its position by constant endeavor.
Ghari group launched many products like ghari detergent powder and cake which not only became popular in the market but also enjoyed a monopoly for long -long time.
MR2 detergent is also one of the product which is launched by the Ghari group in direct competition to established brand of detergent like MR2.
The main aim of this project work was as follows: 1. To determine the true market position of MR2 detergent. 2. To determine the level of consumer satisfaction of MR2 detergent. 15
3. To rate the expectations of consumers in relation to various attributes of MR2 detergent, and to record their experiences. 4. To compare MR2 detergents with surf excel on the basis of attributes. 5. To compare the consumer satisfaction level of MR2 detergent with satisfaction level of competitor.
16
Chapter - 2 Company Profile
The Group
17
Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The Ghari Group, in spite of such competition, is making great strides in the Indian Detergent Industry and is currently ranked as third largest brand in its category with more than 16% market share (approx.) and is striving to better its position by constant endeavor.
.
With the passage of time, by adopting latest technology and using premium quality raw material, it developed a product under the brand name ‘GHARI’ to the liking of the masses and achieved a group turnover of more than Rupees 1000 Crores in the financial year 2006-07, continuing with an average growth rate of 15 to 20%
18
List of Board of Directors
Sl. No.
Name
Designation
1.
Shri Murli Dhar
Chairman & Managing Director
2.
Shri Bimal Kumar
Managing Director
3.
Shri Manoj Gyanchandani
Director
4.
Shri Rahul Gyanchandani
Director
5.
Shri Rohit Gyanchandani
Director
6.
Shri Bansi Lal
Director
7.
Shri Tara Chand
Director
8.
Dr. R.P. Singh
Director
19
Profile Of The Promoters Late Dayal Das initiated the group as a small family business. It is said that knowledge and expertise comes from experience. It was his individual efforts and dedication that laid the foundation on which the empire of “Ghari” group has been builds up within a span of three decades. He was a firm believer of an age old adage “Value for Money”. His contribution to the success of the group is unparalleled
Mr. Murli Dhar The contribution of Mr. Murli Dhar, Chairman & Managing Director to the brand building of the “GHARI” detergents is recognized and a well-established truth. He joined the family business of his father Late Dayal Das and with his vision and strong dedication gave the family business the shape of a corporate. His experience of more than 30 years in this industry has helped the group to grow further and explore new heights
Mr. Bimal Kumar Mr. Bimal Kumar, backed by a wide and rich experience of around 25 years. Taking care of the day-to-day affairs of the group and efficiently managing the intricacies of business is his forte. His contribution to the Human Resource Development in the group has been enormous and his media and advertisement strategy has proved to be supered efficient in terms of sales response.
Mr. Manoj Kumar Joined the business at a very young age with the vision to diversify and venture into the leather industry, he completed his professional training in leather and footwear designing from Italy and other European countries. Leayan Overseas Private Limited (now Ghari Industries Private 20
Limited) commenced its production in may 1997.Leather business is having two manufacturing facilities one at Kanpur and other at Haridwar. The Company is manufacturing leather shoes under the prestigious brand name of “Red Chief”. Other than the Leather & Footwear Division he is also making foray in ‘Retail Business’ and involved in day-to-day affairs and decision making of the entire group.
Mr. Rahul Gyanchandani For a young blood inception Mr. Rahul Gyanchandani has been appointed on the Board to utilize his innovative and creative abilities for future growth of the Group. It is his vision of backward integration, which is leading to competitive advantage, which is difficult for others to achieve. A manufacturing unit at Jhansi, for the manufacturing of Aplha Olephin Sulphonate, a raw material for manufacturing of detergents has been established under his guidance. To cater to the requirements of the packaging material for detergent business, a manufacturing unit of packaging material has been established at Greater Noida under his able guidance.
Mr. Rohit Gyanchandani The young and dynamic Director incepted on the Board. The massive advertising and marketing strategies have been planned and monitored under his able guidance. His brief stint at the New Delhi market has helped him to gain first hand experience of the detergent market conditions. The renewed efforts of the group in terms of product development and market research to find possible market gaps in the detergent industry can be traced to his firm belief in core competence.
21
Company Vision & Outlook Ghari group has diversified into other businesses with firm foot in leather, wind energy, construction, and toilet soap. With a view to backward integration of raw materials (Alpha olefin suffocates, optical brightener and integrated packaging unit for captive consumption) the group has allocated rupees 50 crores for this purpose and has managed its funding with its internal accruals and borrowing from financial institution. Rupees 35 crores approx. has already been invested. The group with its commitment to quality control to utmost level has setup a fleet of tankers and trailers to stop adulteration and to manage its logistics more efficiently and cost effectively. . To avoid double taxation and transport cost group has established their production units and depots in different locations across the country.
22
Soap & Detergent Division
23
The Group The leading brand “GHARI” and some other brands in the detergent segment were earlier owned by KTC Private Limited, the marketing company of the group. The company has been merged with Leayan Overseas Private Limited, another group company engaged in the manufacturing and marketing of leather shoes under the brand name of “RED CHIEF” and finished leather. Pursuant to the Scheme of amalgamation becoming effective, the name of the company has been changed to “Ghari Industries Private Limited”. The activities of the merged entity are now broadly into two segments, the marketing and trading of Ghari detergent cake/detergent powder and manufacturing and marketing of leather shoes and finished leather. Rohit Surfactants Private Limited -Company does the manufacturing and trading of detergents,
toilet
soaps
and
other
FMCG
products.
Poonam Developers & Infrastructure India Private Limited -This Company is involved
in
the
business
of
construction
and
real
estate.
Calcutta Detergents Private Limited -This Company does activities of manufacturing and
trading
of
detergents.
.
All the Companies are under the supervision and control of the same management, thereby
making
its
recognition
as
the
“Ghari
Group”.
We have a very strong market presence in major parts of India, however some parts had been left untouched hitherto. Steps are being taken to strengthen and increase our already strong dealer network of 2500 dealers, so that we are able to penetrate those markets where we have little or no presence. By the next two to three years, we hope to have a significant share of the Indian Detergent market. Initiatives are being taken to set up modernized units in order to meet the growing consumer demand for our products and fulfill the age-old adage of ‘value for money’.
.
Last but not the least, it is the dedicated and loyal workforce of the group which has
24
helped the Ghari group to reach such a leading market position. We try to create a work environment which is employee friendly & soothing. This approach has been of great value in the retention of our employees, and is evident from a very low employee
turnover
rate
of
less
than
1%.
The ultimate destination of the group is healthy industrial and economic growth and to
honour
its
commitments
towards
the
societyhttp://www.gharidetergent.com/ghari_portfolio.htm - top.
25
nation
&
Product Profile
26
Products
Ghari is the popular brand of cleaning and washing products, for various purposes in India. Its product list covers variety of products. Its products have been designed and priced keeping in mind the need of an average Indian customer. High quality at reasonable prices has been the secret of Ghari's success during years. Following is the list of the main products being offered by Ghari in the Indian market.
27
Ghari Detergent Cake
MRP
S sizes 350g 220g 160g 110g 65g 45g
: : : : : :
Rs. 15.00 Rs. 10.00 Rs. 07.00 Rs. 05.00 Rs. 03.00 Rs. 02.00
28
Ghari Detergent Powder
Si
sizes
MRP
1Kg
:
Rs. 36.00
525g
:
Rs. 20.00
255g
:
Rs. 10.00 29
110g
:
Rs. 05.00
17g
:
Rs. 01.00
30
Premium Detergent
Sizes
MRP
1Kg
:
Rs. 80.00
500g
:
Rs. 40.00
75g
:
Rs. 05.00
22g
:
Rs. 02.00
12g
:
Rs. 01.00 31
32
Hygiene Dish Bar
Sizes
MRP
370g
:
Rs. 17.00
250g
:
Rs. 12.00
205g
:
Rs. 10.00
100g
:
Rs. 05.00
33
34
Bathing Soap
Sizes
MRP
100g
:
Rs. 10.00
45g
:
Rs. 05.00
35
Competitors Of Detergent (Ghari & MR-2)
Tide Surf excel Arial Wheel
Competitors Of Hygiene Dish Bar (Xpert) Vim Nip Exo Competitors Of Bathing Soap (Venus)
Lux Lifebouy Pears Breeze Dyna Perk Avenue Margo Dettol Godrej No. 1 Liril Nirma Superia Dove Nima
36
Growth of Group Sales since Ingress into Detergents (Rupees in Crores)
Figure – 2.1
Contact Details Registered & Head Office
37
Address
109/366, R.K Nagar , G.T Road,Kanpur –India
Telephone No.
+91-512 – 2551201-06
Fax No.
+91-512 – 2550832
Corporate Office
Address
3rd Floor, C –1,2, and 3, Netaji Subhash Place,
Telephone No.
Wazirpur District Center, New Delhi – 110 034. + 91 –11- 27351856, 27353193
Fax No.
+91- 11- 27351856
Website www.gharidetergent.com
E-mail
[email protected] [email protected]
38
Leather & Footwear Division
39
40
Red & Chief is one of the leading footwear brand in India, manufacturing high quality genuine
leather
footwear
at
unbeatable
price.
.
Red Chief is one of the leading footwear brand in India, manufacturing high quality genuine leather footwear at unbeatable price.
41
Profile Red Chief is the brand of Ghari Industries Pvt. Ltd. (Footwear & Leather division) one of the leading manufacturers of footwear in India. The Company is a part of Ghari Industries Pvt Ltd group, having annual group turnover of around US $ 200 million. This company is also manufacturing detergent under the brand name "Ghari" which is a well
established
brand
and
trend
setter
in
its
respective
industry. Footwear range of Ghari Industries Pvt Ltd was launched under the brand name Red Chief in 1997 to meet the growing demand for branded high quality leather footwear at an affordable price. Starting with a handful of employees in 1997, Red Chief now has a workforce of more than 350 dedicated employees. The company has recorded an impressive growth through its enthusiastic and highly motivated marketing team and an efficient distribution network covering nearly the whole of north & west India. For future growth the company is now all set to explore overseas market. .
42
The driving force behind the company through the years has been its quest for quality and excellence. To fulfill these objectives, Red Chief has gone for complete backward integration. It has its own Tannery to supply a complete range of finished leather as well as manufacturing facilities for making Sole and Shoe Upper, thus ensuring superior quality in every component of its products and becoming a complete Shoe Manufacturing Company.
43
Products
Life Style Shoes
Article No. 1078
Article No. 1006
Article No. 960
Article No. 1108
44
Article No. 994
Article No. 811
45
Article No. 971
Article No. 1036
Article No. 1033
Article No. 938
46
Article No. 941
Article No. 1034
47
Sports Shoes
Article No. 2002
Article No. 2007
Article No. 2006
Article No. 2005
48
Summer Wear
Article No. 440
Article No. 424
Article No. 432
Article No. 431
49
Article No. 429
Article No. 445
50
Quality policy We trust in the ideology of "Value for Money". It has been our guiding principle to deliver high quality shoes at affordable prices, which is unmatchable by any of our competitors.
.
Each of our products incorporates the highest standards of quality achieved through stringent quality control by adopting latest technologies, rigorous testing of raw materials, continuous on-process monitoring , battery of post assembly checks and commitment of our employees to achieve quality standards. Our products meet all relevant
international
standards
and
regulations.
An urge to give even better product to the customer keeps us engaged with constant quality up-gradation. Experimenting with new ideas in technology and design, an inhouse research and development cell equipped with the most advanced tools ensures a constant flow of new ideas and breakthroughs.
51
Philosophy
Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by providing products of the highest quality within an economical and affordable price range. Total consumer satisfaction is the most important component we pack into all our products and absolute consumer confidence is our biggest reward. .
Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere endeavor that each product that comes through our state-of-art production line should truly act as the ambassador of goodwill, with the consumers-reinforcing their conviction in Red Chief.
Social Commitment
52
The company displays high level of social commitment by active participation in social welfare activities. All packing material used for packing footwear and finished leather is recyclable and environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the modern water treatment plants to treat effluent water and has high safety standards for workers.
53
Infrastructure With the most advanced manufacturing facilities spread over 6000 sq. meters, Red Chief
has
been
consistently
meeting
the
requirement
of
its
customers.
Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per day. The complete vertically integrated infrastructure, all under one roof gives us the huge edge. The complete in house manufacturing capabilities include upper stitching and injection moulding machines. If required production capacity can be increased
up
to
3000
pairs
a
day.
The facilities are fully networked for the smooth flow in the assembly line. The emphasis on quality is not compromised at any level and under any circumstances. To ensure this, rigorous controls and checks have been implemented in every stage right from the acquisition of raw material to the finished products. The company keeps abreast with the latest shoe manufacturing
technology. Many machines in the footwear and Leather Division are imported from countries like Italy, Germany, Czech Republic and some other European Countries.
54
Advertisement Campaign Since 1997 'Red Chief' has come and long way and has established itself as a major brand in the Indian footwear market manufacturing designer shoes, formal shoes, casual shoes, boots, etc., with the brand proposition 'naturally its leather'. A lot of effort and hard work has been put into the brand since that time besides consistency in the product quality; high quality advertisement has also helped the brand promotion.
The main media in use for advertisement of Red Chief are newspapers and magazines. Besides this, intensive outdoor advertisements like billboards, poster panels, side hoardings, vehicle wraps and also wallscapes are used as a medium of advertisement.
55
All the outdoor venues for advertisement and carefully picked to maximize the effect of the ad on the potential customers. Besides this at Red Chief we also give a lot of importance to in-store advertising, the retailers are provided with a lot of promotional advertisement stuff, like hangings, posters, display racks, electric boarding and also stationary with Red Chief printed on it. Frequent television advertisements also support the main media.
56
Competitors Of RED & CHIEF (Shoe & Sleeper)
Red Tape Liberty Bata Allen Cooper Wood Land Lee Cooper Khadim
57
Contact Detail
Ghari Industries Pvt Ltd (Footwear & Leather Division) Regd. Office: 117 / H-2 / 202, Pandu Nagar, Kanpur-208005 (U.P.) India. Work: 198-B, Dada Nagar, Kanpur-208022 (U.P.) India. Tel.:- +91-512-2241749 / 2296186 Fax: - +91-512-2241750 E-mail:
[email protected]
58
Chapter - 3 Research Methodology
59
METHODOLOGY OF THE PROJECT RESEARCH METHODOLOGY RESEARCH METHODOLOGY is a way to systemically solve the research problem. It may be understood as a science of studying how research is done. and it to study the various steps that are generally adopted by a researcher in studying his research problem it is necessary for the researcher to design the methodology form the problem as a method differ from problem- problem. Research methodology is a way to solve research problem along with the logic behind them. Thus when we talk of the research methodology we not only take of research method but also context of our research study and explain why we are using a particular method or techniques and why we are not using other so that research result are capable of being evaluated either by the researchers himself or by others. Research methodology means the method carried out to study the problem. It shows the type of the sample design used, its size and the procedure used to dew sample. The extent of precision achieved and the method used for handling any special problem during the course of the study. Objectives of Research The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 60
To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory research studies.) To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies.)
To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies.)
To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies.
61
Research Process
Marketing research refers to “systematic and scientific method of problem solving” which consist of enunciating the problem, formulating hypothesis, collecting data and information, analyzing the fact and researching certain confusion either in the form of solution to the concern problem or in certain generalization for some theoretical formulation.
Research process consists of a number of closely related activities. Various steps involved in a research process are not mutually exclusive nor they are separate and distinct. Researcher has to be constantly anticipating at each step in the research process the requirements of the subsequent steps. However, the following order concerning various steps provides a useful procedural guideline regarding the research process:
62
Before embarking on the detail of research methodology and the techniques it seems appropriate to present the brief overview of the research process. Research process consists of series of action or steps necessary to effectively carried out the research and the desired sequencing of these steps one should remember that the desired sequencing of these steps. One should remember that various steps involve in a research process are not mutually exclusive nor they are separate and distinct they do not necessarily follow each other. any specific order and researcher have to be constantly anticipating at each steps in the research process however the following order concerning various steps provide a useful procedural guideline regarding the research process.
63
Step Involved In Research Process Formulate the research problem. Determine the research design. Determine the data collection methods and forms Design data collection Forms Design sample and collect data. Analyze and interpret the data. Prepare the final research report.
64
Research objective
Research design
-
Exploratory research design data collection: Through Questionnaire
Nature of data
-
Primary data through the Questionnaire, Secondary data through magazine, websites, & News paper
Sample size
-
100 respondents throughout Kanpur city
Sampling method
-
Probability or random sampling, stratified random Sampling, simple random sampling
65
Research design Research design is the arrangement of condition for collecting and analysis of data in manner that aim to combine relevance to research purpose with economy in procedure. I think marketing manager need to know the cost of research plan before approving, suppose the company made a prior estimate that launching a new product.
In detailed research can be grouped in four categories: Exploratory research design Descriptive research design Diagnostic research design Experimental research design
Exploratory research design Exploratory research design studies are also term as formulating research studies, the main purpose of such studies is that of formulating a for more precise investigation or of developing the working hypothesis from an operational point of view the major emphasis in such studies is on the discovery of the new idea and insights.
66
As such there research design appropriate for such studies must be flexible enough to provide opportunities for considering different aspect of a problem under study. Present research in exploratory in nature, it is aim together relevant information from the customer about their satisfaction For these research project two types of data has been used a) Primary data b) Secondary data
Primary data Primary data are those, which are collected for the first time and are those original in character, primary data are in shape of raw material to which statistical method are applied for the purpose of analysis and interpretation primary are been collected in market by three basic methods; Experiments Observation Survey method I have been collected primary data by the survey method, because of systematic gathering of data from respondents through questionnaire, which is objective oriented, unambiguous, interesting, simple, and accurate and complete in information concern.
67
Sample Size & Distribution Sample size is 100 and the method used in stratified sampling, sample distribution is scattered type.
Secondary Data Secondary data are those which have already been collected by some other person and which have been passed through the statistical machine at least once. External Data This type of secondary data can be obtained from the outside sources such as news paper, magazine, article and websites.
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Sampling method Probability sampling Probability sampling is also known as chance sampling or random sampling In random sampling design, every item of the universe has an equal chance of inclusion in the sample. It is so to say, a lottery method in which individual units are picked up from the whole group not deliberately but by some mechanical process. Here it is blind chance alone that determines whether one item or the other is selected. Stratified Random Sampling: The sampling procedure may be summarized as follow: A. The universe to be sample is divided into group, Those are mutually exclusive and include all items in the universe.
B. A simple random sample is then choosen independently from each group of stratum. The process of stratified random sampling differs from simple random sampling. In the simple random sampling the distribution of sample among strata is left entirely chance.
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Advantages of Sampling
Sampling can save time and money. A sample study is usually less expensive than a census study and produces results at a relatively faster speed. Sampling may enable more accurate measurement for a sample study, and is generally conducted by trained and experienced investigators.
Sampling remains the only way when the population contains infinitely many members.
Sampling remains the only choice when the test involves the destruction of the item under study.
Sampling study usually enables to estimate the sampling errors and thus assists in obtaining information concerning some characteristics of the population.
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Limitations
While conducting the survey the biggest problem faced was the very wide and vast geographical area of the city and resources were limited. Hence the respondents of some localities could not be covered.
Another problem was that some people were suspicious about the survey and they refused to disclose their identity and answering the questions.
The biasness and hesitation of the respondents in giving the answers to questions.
Few respondents were not available at the time of taking the feedback.
Time and money constraint was the limiting factor for the research.
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certain
Data Collection Method
Questionnaire Surveys are best suited for descriptive research. Companies undertake surveys to learn about people's knowledge beliefs, preferences, and satisfaction, and to measure their magnitudes in the general population. If the researcher wishes to ask consumer about their preferences, with respect to certain product or attributes they can do so in person by mail or by telephone. Each of these survey methods has certain advantages and disadvantages that the researcher must weigh in selecting the method of contact. The one good way of doing survey is by mailing questionnaire, mail surveys are conducted by sending questionnaire directly to individual at their home or by personal contact. A questionnaire consists of a set of questions presented to the respondent. It also contains a suitable space where the answers can be recorded. Because of its flexibility, the questionnaire is one of the most common and widely used instruments used to collect the primary data. As we know, that preparing a questionnaire is a very intellectual process and it should be developed carefully. So, in order to minimize the possibilities of biasness, we have included both types of question i.e. closed ended and open ended questions. Closed ended questions specify all the possible answers for the given question and provide answers that are easier to interpret and tabulate. Open-ended question allow the respondents to answer in their own word and often reveal more about what they think. 72
Unstructured Interviews As the term indicates, the type of interview is unstructured. In this form of interview the questions to be asked by the respondents, is not predetermined. And the interview proceeds according to the response given by the respondents. This form of interview is useful when the reaction of respondents vary. This method is also a time saving method, as only the relevant questions are asked. Level of the respondent's knowledge, skill intelligence, etc can be taken into consideration.
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Chapter - 4 Analysis & Interpretation
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Detergent Used By Consumer
Detergentused Tide Surf Excel Ariel Rin Other
Respondent 22 12 3 2 5
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Figure – 4.1
Detergent Used For Costlclothes
Detergent Tide Surf Excel Ariel Rin Other
Respondent 18 16 7 1 2
Figure – 4.2
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Comparison Between Sample A & B On The Basis Of Features
Features Stain Removal Brightness Perfume Post washing Perfume
SampleA 27 26 30 24
SampleB 17 18 14 20
Figure – 4.3
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Overall better sample
Sample Sample A Sample B
Respondent 28 16
Figure – 4.4
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Rating Provided By Users Of Sample
Rating 0 to 3 4 to 5 6 to 8 9 to 10
Sample A 5 9 23 7
Figure – 4.5
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SampleB 5 9 28 2
Users of sample like to switch
Switch Yes No
28 16
Figure – 4.6
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Chapter - 5 FINDINGS
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FINDINGS
MR2 detergent has got a good Burned stains removal power and can give a strong competition to competitors.
MR2 detergent has got good Oil stains removal power, far better than that of others.
Perfume of MR2 detergent is very good in nature, and very effective as in comparison of surf excel, tide.
Post washing perfume of MR2 detergent is very good in nature, and very effective as in comparison of surf excel, tide.
The Colour of MR2 detergent is similar as in comparison of surf excel, tide & attractive from other competitor.
As per the respondents, some of the Attributes of MR2 detergent like packaging, cleaning, fragrance, price etc were really liked by them and impressed them a lot.
The Satisfaction level of respondents, for MR2 detergent lies between the range of 60% to 80%.
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In questionnaire we ask consumer for price of MR2 80rs./ kg. then they are agree with that and many consumer who are using surf excel are ready to switch over.
We found that most of person who is currently using Tide detergent they are ready to switch over on MR2 after using the sample.
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Chapter – 6 Recommendation
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Recommendation
For come over the competitors company must have do aggressive advertising, because we found the lack of awareness in consumers.
Company must take measures to improve the availability of the product it should use a proper distribution channel and ensure the even distribution of MR2 detergent.
Company must offer attractive schemes to the retailers, so that they show their interest in the product & may provide proper space to the product on their display shelves, and promote their product among the customers.
More emphasis should be laid on advertising & promotional measures so that more & more people become aware of the product.
Equal weightage must be given to electronic & print media.
For attracting consumer company should launch different-different fragrance of MR2 detergent. Company must have improved the stain removing feature of MR2 detergent. 85
Chapter - 7 Appendix
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Consumer Feedback Form
Name of Consumer-……………………………………………………………….. Phone No.-…………………………….. Reference:-…………………………… Address:-……………………………………………………………………………..
1-Which detergent you consumed regularly and what price ………………… 2-Which detergent you consumed for costly clothes ………………………… 3-How would you rate the sample? Sample-A
Sample-B
(a) Stain Removal
( )
( )
(b) Brightness
( )
( )
(c) Perfume
( )
( )
(d) Post washing perfume
( )
( )
4- Overall better sample.
A( )
B( )
5- How would you rate the product provided scale on 1 to 10. Sample A…………………………………………………………… Sample B……………………………………………………………
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6-According to you what would be the price of the sample? …………………………………………………………………………………. 7- Would you like to switch. Yes
Date-:
( )
No
( )
Consumer signature…………………
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Consumer Feedback Form
Name of Consumer-……………………………………………………………….. Phone No.-…………………………….. Reference:-…………………………… Address:-……………………………………………………………………………..
1-Which detergent you consumed regularly and what price ………………… 2-Which detergent you consumed for costly clothes ………………………… 3-How would you rate the sample? Sample-A
Sample-B
(a) Stain Removal
( )
( )
(b) Brightness
( )
( )
(c) Perfume
( )
( )
(d) Post washing perfume
( )
( )
4- Overall better sample.
A( )
B( )
5- How would you rate the product provided scale on 1 to 10. Sample A…………………………………………………………… Sample B……………………………………………………………
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6-According to you what would be the price of the sample? …………………………………………………………………………………. 7- Would you like to switch. Yes
Date-:
( )
No
( )
Consumer signature…………………
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Chapter - 8 BIBLIOGRAPHY
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Bibliography
Book: Marketing management By - Kotler Philip Research methodology By - Kothari C.R.
Websites:
www.gharidetergent.com www.google.com
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