International Journal of Management (IJM), OF MANAGEMENT (IJM) INTERNATIONAL JOURNAL ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume

me 3, Issue 1, January- April (2012) ISSN 0976 6367(Print) ISSN 0976 6375(Online) Volume 3, Issue 1, January- April (2012), pp. 214-224 IAEME: www.iaeme.com/ijm.html Journal Impact Factor (2011): 1.5030 (Calculated by GISI) www.jifactor.com

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A STUDY ON THE VOICE OF CUSTOMERS WITH SPECIFIC REFERENCE TO BATH SOAP USERS IN CHENNAI, TAMILNADU
P.Saravanan1, Dr.V.M.Shenbagaraman *, Dr.K.Mohan** and Dr. R.Wranton Perez ***
1

Asst. Professor(Senior Grade), School of Management, Faculty of Engg. & Tech., SRM University, Kattankulathur603 203. Kancheepuram Dt., Tamil Nadu, India. saravanan.pa@ktr.srmuniv.ac.in

* Prof. & Head of Systems,School of Management,Faculty of Engg.&Tech., SRM University, Kattankulathur603 203. Kancheepuram Dt., Tamil Nadu. India. shenbagaraman.v@ktr.srmuniv.ac.in **Professor and Head, Department of International Business, School of Management Pondicherry University, Pondicherry, drmohankpillai@yahoo.com *** Asst.Prof. / Dean , School of Information Tech. , St.Josephs College of Engg.&Tech.,Post Box No.11007, DAR ES SALAAM, TANZANIA. wranton@gmail.com

ABSTRACT The Study is focused on measuring the awareness level of voice of customers, level of understanding about the concept of voice of customer and also to identify the importance of various parameters that influences the customers voice of bath soap users. The study is carried out in Chennai city. Exploratory and Descriptive research designs are used. Non-probability method of convenience sampling is used. A sample of 200 Questionnaire survey is conducted with the customers in South Chennai, North Chennai and Central Chennai. The hypothesis are framed based on the objectives of the study and are analyzed by using percentage methods and chi-square tests. It is found that more number of male customers are interested to express their view than the 214

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

female customers. Most of the customers of bath soap users understand the term voice of customer as feedback about the product from the customers. According to the customers of bath soap users, few companies only have collected voice of customers. Majority of the customers are of the opinion that voice of the customers shall be obtained from the customers on a continuous basis. It is suggested that the Bath Soap manufacturing company should create more awareness and should make the customers to understand exactly what do you mean by voice of customer. The customers voice will definitely make the company to incorporate the suggestions given by the customers which in turn will improve the product sales and also to sustain in the market. Key Words: Voice of customer, Feedback and Business Intelligence. INTRODUCTION The customers tastes and preferences are dynamic in nature in the real world. Hence it becomes necessary to find out the voice of customers for product sustainability, to provide better quality and also to do better service to the potential customers. The "voice of the customer" is a process used to capture the feedback from the customer to provide the customers with the best in class service / product quality. This process is all about being proactive and constantly innovative to capture the changing requirements of the customers with time. Actively pursuing Voice of the Customer feedback generates genuine business intelligence that improves an organizations products or services and increases customer base. OBJECTIVES 1) To measure the awareness level of voice of customer concept among the Bath Soap customers. 2) To study the level of understanding about the voice of customer concept by Bath Soap customers. 3) To identify the importance of various parameters that influences the Bath Soap customers voice. 4) To identify and suggest the importance of Bath soap customers voice for Bath soap industry. 5) To measure the importance of measuring customer satisfaction continuously, profiling and their needs and expectations. Research Methodology Research Design: Exploratory and Descriptive research designs are used. Sampling method: Non-probability method of convenience sampling is used. Population of the study: Undetermined Sample size: Total of 200 customers from South Chennai, North Chennai and Central Chennai. Area of Research: Chennai city. 215

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Period of Study: 2 months. Method of Data Collection: Primary data is collected by conducting the Questionnaire survey in South Chennai, North Chennai and Central Chennai Secondary data are collected from various text books, Magazines and Internet. Statistical Tools used: Percentage methods and Chi-square Test. ANALYSIS AND INTERPRETATION Table 1: Table Showing the Respondents Figure 1: Figure Showing the distribution of Age Groups. Respondents Distribution of Age Groups (Source: Primary Data- Survey Age Group Age Group Total Percentage Up to 20 Yrs 37 18.5 21 40 Yrs 102 51.0 41 60 Yrs 48 24.0 61 Yrs and 13 6.5 Above Total 200 100 July2011) Inference: Out of 200 respondents, Majority of the customers are in the age group of 21-40 yrs. (51% ) S.No 1 2 3 4
120 102 100 Number of Respondents 80 60 40 20 0 Up to 20 years 21-40 years 41-60 years 61 years and above 37

48

13

Category of Age Group

Table 2: Table Showing the Respondents distribution of Gender. S.No Gender Total Percentage 1 Male 112 56 2 Female 88 44 Total 200 100 (Source: Primary Data- Survey July2011) Inference: Out of 200 respondents , 56 % are Male and 44 % are female. Table 3: Table Showing the Respondents distribution of Marital Status. Percenta ge Married 106 53 Bachelor/Spinster 94 47 Total 200 100 (Source: Primary Data- Survey July2011) Inference: Out of 200 respondents, 53% are married and. 47 % are Bachelor/spinster S.N o 1 2 Marital Status Total

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Table 4: Table Showing the Respondents Distribution of Educational Qualification. S. N o. 1 2 3 Educational Qualification Up to School Degree (UG, PG, Phd) Others Total 12 18 0 8 100 20 0 Primary Data- Survey To tal Percentage

Figure 2: Figure Showing the Respondents Distribution of Educational Qualification.

Educational Qualification
200 180 180 Number of respondents 160 140 120

6 90 4

100 80 60 40 20 0 School Degree (UG, PG, Phd) Category of Educational Qualification Others 12 8

(Source: July2011)

Inference: Out of 200 respondents, 90 % belongs to degree ( UG,PG & Ph.D.s) holder qualification segment, 6 % have studied only up to school and 4 % belongs to other segment. Table 5: Table Showing the Respondents Figure 3: Figure Showing the Respondents Distribution of Occupation. Distribution of Occupation.
Occupation

S.No Occupation Total Percentage 1 Govt & 48 24 Public 2 Private 85 42.5 3 Others 67 33.5 Total 200 100 (Source: Primary Data- Survey July2011) Inference: Out of 200 respondents, 42.5% are in Private organization, 24% are in Govt. & Public sector and 33.5% are in other jobs.

90 80 Number of respondents 70 60 50 40 30 20 10 0 Govt & Public 48

85

67

Private Category of Occupation

Others

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Table 6: Table Showing the Figure 4: Figure Showing the Respondents Respondents distribution of Annual distribution of Annual Income. Income. Annual Income S. Annual Income Total 100 No (Rs) % 90 1 Up to 1 Lakh 50 25 80 2 1 Lh 3 Lakhs 56 28 70 60 3 3 Lks & above 94 47 50 Total 200 100 40 (Source: Primary Data- Survey 30 July2011) 20 Inference: Out of 200 respondents are in 10 0 the category above 3 Lakhs.
N o . o f P erso n s Up to 1 Lakh 1 Lakh - 3 Lakhs Category of Income 3 Lakhs and Above

Table 7: Table Showing the respondents Distribution of Bath Soaps customers S.No Bath Soaps Total Percentage 1 Dove 16 8 2 Hamam 37 18.5 3 Old Cinthol 19 9.5 4 New Cinthol 6 3 5 New Lifeboy 7 3.5 6 Margo 9 4.5 7 Palmolive 4 2 8 Powershop 0 0 9 Chandrika 12 6 10 Lux 17 8.5 11 Medimix 9 4.5 12 Dettol 15 7.5 13 Mysore 9 4.5 Sandal 14 Pears 19 9.5 15 Others 21 10.5 Total 200 100 (Source: Primary Data- Survey July2011)

Figure 5: Figure Showing the respondents distribution of Bath Soaps customers.

Dove Haman Old Cinthol 21, 10% 19, 9% 9, 5% 15, 8% 19, 9% 9, 5% 17, 8% 12, 6% 6, 3% 7, 4% 0,4, 2%9, 5% 0% 16, 8% 37, 18% New Cinthol New Lifeboy Margo Palmolive Pow ershop Chandrika Lux Medimix Dettol Mysore Sandal Pears Others

Inference : More than one fourth of the respondents ie., 18.5 % of the customers are using Hamam Soap, 9.5% of the customers are using Old Cinthol and another 9.5% of the customers are using Pears and so on. No one is using Power Soap.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Table 8: Table Showing the respondents Figure 6: Figure Showing the awareness about Voice of Customer: respondents Awareness about Voice of Customer: S. Respondents Total Percentag Awareness about Voice of Customer No. Awareness e 1 Yes 126 63 2 No 74 37 Total 200 100 (Source: Primary DataSurvey July2011)
No, 74, 37% Yes No Yes, 126, 63%

Inference: Most of the respondents ie.,63% of the customers are aware of Voice of Customer and 37% are not aware of Voice of Customer. Table 9: Table Showing the respondents Figure 7: Figure Showing the distribution of Level of Customer respondents distribution of Level of Understanding. Customer Understanding. S. No 1 Respondents Tot Per. Awareness al Customer Level of 30 15 Satisfaction 2 Capturing the Customers 32 16 Changing Requirement 3 Customers Feedback 78 39 4 Customers Opinion 60 30 Regarding Product/Service Total 200 100 (Source: Primary Data- Survey July2011)
Voice of Customer
90 80 Number of Respondents 70 60 50 40 30 20 10 0 Customer's Level of Satisfaction Capturing the customer's changing requirement Customer's Feedback Customer's opinion regarding product/service 30 32 78

60

Level of Understanding

Inference:.39 % of the customers understood that Voice of customer refers to Customers Feedback ,30% understood that it is Customers opinion regarding Product/Service,.16 % understood that it is Capturing the Customers changing requirements and .15% understood that it is Customer Level of Satisfaction.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Table 10: Table Showing the Distribution of Factors Influencing the Voice of Customer: S.No. Factors Influencing the Voice of Customer Total % 1 Doesnt meet the Expected Quality 60 30 2 Side Effects 53 26.5 3 No Reasonable Price 46 23 4 Good Quality 21 10.5 5 Product not available in expected quantity 20 10 Total 200 100 (Source: Primary Data- Survey July2011)

Inference: 30% of the respondents voice are influenced when the product doesnt meet the expected quality, 26.5% are influenced when there is Side effects,23% are influenced when no reasonable Price,10.5% are influenced when product possess Good quality and .10% are influenced when product is not available in expected quantity. Table 11: Table Showing the number of Respondents with whom the soap manufacturing company conducted voice of customer survey earlier. S.No No. of respondents with whom that survey was Total Percentage conducted earlier. 1 2 Yes No Total 6 3 194 97 200 100 (Source: Primary Data- Survey July2011)

Inference: .97 % of the respondents have not been contacted by any of the soap manufacturer to collect voice of their customers. Only .3% of the respondents were contacted by the companies to collect voice of customers about their soaps. Table 12: Table Showing the Respondents distribution of insisting the requirement of Voice of Customer. S.No Respondents insisting Requirement of Total % Voice of Customer 1 Yes 165 82.5 2 No 35 17.5 Total 200 100 (Source: Primary Data- Survey July2011) Inference: 82.5% of the customers are insisting that the manufacturers have to collect the Voice of the customers from their users and only 17.5.% of the customers are thinking that it is not necessary.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Table 13: Table Showing the Respondents distribution of insisting the importance of continuous Feedback from the Customers: S.No 1 2 Total Respondents insisting the important of continuous Feedback From The Customers Yes 170 No 30 Total 200 (Source: Primary Data% 85 15 100 Survey

July2011) Inference: 85 % of the respondents are insisting that it is important to take continuous feed back from the customers and only 15% are thinking that it is not necessary.

CHI SQUARE TESTS: (i) To find the relationship between gender and the preference of bath soap Ho: There is no significant relationship between gender and the preference of Bath Soap among customers. By Applying the Chi Square Test, the following Result is obtained; Calculated Value = 13.740 Table Value = 23.685 Degrees of Freedom = 14 Significance Level = 5% Inference: Since calculated value is less than table value, Null Hypothesis is accepted. Hence there exists no significant relationship between gender and the preference of bath soap among customers. (ii) To find the relationship between marital status and the preference of bath soap users Ho: There is no significant relationship between Marital Status and the preference of Bath Soap among customers. By Applying the Chi Square Test, the following Result is obtained; Calculated Value = 13.630 Table Value = 23.685 Degrees of Freedom = 14 Significance Level = 5% Inference:Since calculated value is less than table value, Null Hypothesis is accepted Hence there exists no significant relationship between Marital Status and the preference of bath soap among customers. (iii) To find the relationship between educational qualification and preference of bath soap users Ho: There is no significant relationship between Educational Qualification and the preference of Bath Soap among customers. By Applying the Chi Square Test, the following Result is obtained; Calculated Value = 32.50 Table Value = 41.337 Degrees of Freedom = 28 Significance Level = 5%

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

Inference: Since calculated value is less than table value, Null Hypothesis is accepted. Hence there exists no significant relationship between Educational Qualification and the preference of bath soap among customers. (iv)To find the relationship between occupation and preference of bath soap users Ho: There is no significant relationship between Occupation and the preference of Bath Soap among customers. By Applying the Chi Square Test, the following Result is obtained; Calculated Value = 48.94 Table Value = 41.337 Degrees of Freedom = 28 Significance Level = 5% Inference:Since calculated value is greater than table value, Null Hypothesis is rejected. Hence there exists a significant relationship between Occupation and the preference of bath soap among customers. (v)To find the relationship between income and preference of bath soap users Ho: There is no significant relationship between Income and the preference of Bath Soap among customers. By Applying the Chi Square Test, the following Result is obtained; Calculated Value = 55.77 Table Value = 41.337 Degrees of Freedom = 28 Significance Level = 5% Inference: Since calculated value is greater than table value, Null Hypothesis is rejected. Hence there exists a significant relationship between Income and the preference of bath soap among customers. Findings 1. 51% of the respondents are in the age group of 21-40, 24% of the respondents are in the age group of 41-60 and so on. 2. 56 % of the respondents are male and the remaining 44% respondents are female. It shows that more number of males are interested to answer the questionnaire than females. 3. 53% of the respondents are married and 47 % are Bachelor/spinster. More number of married people are interested to express their view on voice of customer as compared to bachelor/spinster. 4. Most of the respondents (90%) are well educated with UG/PG/ Ph.D. qualification. 6% of the respondents only have completed schooling. 5. 42.5% of the respondents are from Private organization, 24% are from Govt. & Public sector and 33.5% are from other jobs. Hence it is found that private company employees are more interested to express their voice on Bath soap and this may influence the voice of customer. 6. Those who are earning Rs.3akhs and above are very much interested to express their view on voice of customer and hence income level will influence the preference and voice. 7. Most of the bath soap users are satisfied with the product and continue to use the same and also they recommend to other people. 8. 63% of the respondents are aware of Voice of Customer concept and 37% are not aware of Voice of Customer concept. 222

International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

9. 39 % of the respondents understood the term Voice of customer as Customers Feedback , 30% as Customers Opinion Regarding Product/Service,16 % as Capturing the Customers Changing Requirement and 15% as Customer Level of Satisfaction. 10. 30% of the respondents voice are influenced when the product doesnt meet the expected quality, 26.5% are influenced when there is Side effects, 23% are influenced when no reasonable Price, 10.5% are influenced when product possess Good quality and 10% are influenced when product is not available in expected quantity. 11. 97 % of the respondents were not contacted by any of the soap manufacturer to collect voice of their customers. Only 3% of the respondents were contacted by the soap manufacturers (the companies are Pears, Dettol , Mysore Sandal and Midimix ) to collect voice of customers about their soaps. It shows that most of the companies are not bothered about the customers voice. The companies are just manufacture the product and sell it in the market. 12. 82.5% of the respondents are insisting that the manufacturers are required to collect the Voice of the customers from their users and only 17.5.% are thinking that it is not necessary. 13. 85 % of the respondents are insisting that it is important to take continuous feedback from the customers and 15% are thinking that it is not necessary. 14. There exists no significant relationship between gender and the preference of the bath soap among customers. 15. There exists no significant relationship between Marital Status and the preference of the bath soap among customers. 16. There exists no significant relationship between Educational Qualification and the preference of the bath soap among customers. 17. There exists a significant relationship between Occupation and the preference of the bath soap among customers. 18. There exists a significant relationship between Income and the preference of the bath soap among customers. Suggestions 1. Most of the respondents know the term voice of customer but they did not understand it properly. So the Bath Soap manufacturing company should create more awareness and should make the customers to understand exactly what do you mean by voice of customer. 2.The customers voice are influenced when the product doesnt meet the expected requirement. Hence, the companies should collect the changing requirements of the customer in order to design and develop the product as per their voice. 3. The voice of customer obtained is useful for the soap manufacturers to produce the expected product quantity with sufficient quality. 4.If the companies keep on producing and selling the product in market without collecting and incorporating the voice of customer, it leads into huge promotional expenses for the company. It becomes difficult to withstand in stiff competition.

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International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 6510(Online), Volume 3, Issue 1, January- April (2012)

5.It becomes necessary to collect the voice of customer of bath soap users continuously and also to incorporate in the design and development of the product and also to do better service. Practical Significance The results of voice of customer can be used by marketers to formulate the marketing strategy by understanding the Opportunity available to their product, the competition in the market and the market to be targeted. Voice of customer will also reflect the behavior of the customer towards a particular brand of a product. When the company incorporates the taste and preferences of the customer, it will have major impact towards purchase buying behavior. They will be Loyal to the particular brand and they may act as a ambassador for the product. CONCLUSION The Study identified the stated and unstated needs, the awareness level of voice of customer concept among the Bath soap customers , the quality attributes and the relationship of various attributes which influences the Bath Soap customers voice .The study suggested the importance of creating awareness and making the customers to understand the concept of voice of customer and hence to increase the profitability of the firm. REFERENCES 1.Donald R Cooper , Pamela S Schindler (2006), Business Study Methods, 9th Edition by Tata McGraw-Hill Publishing Company Limited , New Delhi. 2.George E.Belch and Michael A.Belch (2006),Advertising and Promotion An Integrated Marketing Communications Perspective,6th Edition by Tata McGraw- Hill Publishing Company Limited , New Delhi. 3.Kothari.C.K.(2005),Research Methodology: Methods and Techniques,2nd Edition by New Age Inter national (P) Ltd. 4.Philip Kotler and Kevin Lane Keller (2006), Marketing Management, 12th Edition by Pearson Prentice Hall. 5.Richard.I. Levin , David S.Rubin (1997), Statistics For Management,7th Edition by Prentice-Hall of India Private Limited. 6.Uma Sekaran (2006), Study Methods for Business: A Skill Building Approach, 4th Edition by John Wiley & Sons, Inc. 7.http://www.foreseeresults.com/ProdOver.html 8.http://www.questionpro.com 9.http://www.ju2.com/index.php/voiceofcustomer/voiceofcustomer.html 10.http://www.npd-solutions.com/voc.html

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