SURVEY REPORT ON

A STUDY OF CONSUMER BUYING BEHAVIOUR

AND PERCEPTION TOWARDS

HIMALAYA PROUCTS (PERSONAL CARE)

Submitted in Partial Fulfillment of the Requirement

for BACHELOR OF BUSINESS

ADMINISTRATION

2013-2016

SubmittedTO:SubmittedBy:
SandeepSinghArpitAgrawalAssistant
Professor,SMSB.B.A20132016Varanasi.
11414300004
DECLARATION
 DECLARATION

I ARPIT AGRAWAL a student of BBA of School of

Management Science, Varanasi hereby declares
that all the information collected through the
questionnaire is correct in accordance with the
sample size. The entire statistical diagram from the
information collected through questionnaire.
I also declare that no part of this project has been
duplicated from another source, the information
included in the project has been researched and
project written by me and information collected or
presented in the report is correct to the best of my
knowledge and belief.

Thanks

ARPIT AGRAWAL

BBA 2013-2016

11414300004
SMS, Varanasi.

ACKNOWLEDEME
NT
 ACKNOWLEDGEMENT

It is indeed a moment of immense gratefulness for

me to express my deepest gratitude to the faculty of
SMS for providing me with any opportunity to carry
out this survey and helping me to create survey
report on A study of consumer behavior and
perception towards HIMALAYA PRODUCTS
(Personal Care).

I am immensely grateful to Prof P.N Jha (Director

of SMS) for providing me opportunity to prove my
skills and shoulder the responsibilities through this
survey report. I would also like to convey my sincere
gratitude to co-coordinator Mr. Atish Khadse and
my project guide Mr. Sandeep Singh for their
valuable guidance and suggestions while pursuing
the project and for taking pains to give valuable
inputs to structure the report. Without his help and
valuable inputs and guidelines, the completion of
this project would not have been possible.
I am highly indebted and thankful to each and every
person who devoted valuable time out of their busy
scheduled to fill-up the questionnaire in the time. I
am also thankful to our faculty and classmates for
their suggestions and support to undertake this work
and also during the course of study.

PREFACE
 PREFACE

The course of BBA require one to undergo a

research project with the end of the 6th semester, so
as to get a practical knowledge and understanding
the practical aspect of all the theories read. It helps
us to make the best use of our skills and intelligence
so as to make a better research report. It is really the
most important thing during the course of the study.
Arpit Agrawal

BBA 2013-2016

11414300004

SMS, Varanasi

CONTENTS
 TABLE OF CONTENTS

{1} Research Objectives

{2} Introduction

Company Profile and Milestones

Mission

Brand Identity
 Production

Research and Development

{3} Research Methodology

{4} Data Analysis and Interpretation

{5} Findings

{6} Suggestions

{7} Conclusions

{8} Limitations

{9} Bibliography

{10} Annexure
 OBJECTIVES

RESEARCH OBJECTIVES

To know the awareness of the people regarding

the Himalaya Personal Care Products.

To know the most preferred brand in Personal

Care Products.
 To know the different substitute of Himalaya
Personal Care Products available in market of
Varanasi.

To know the factor determining the purchase

decision.

To analyze the quality of Himalaya Personal

Products.
INTRODUCTION

INTRODUCTION
Fast Moving Consumer Goods (FMCG) goods,
popularly named as consumer packaged goods,
play a vital role as a necessity and as an
inelastic product
 The Indian FMCG sector is the fourth largest
sector the economy with a total market size of
Rs. 167,100crs1

The market is estimated to grow to US$ 100

billion by 2025, according to market research
firm Nielsen

In the last decade the FMCG sector has grown at

an average of 11% a year; in the last five years,
annual growth accelerated to 17%

The FMCG Industry is characterized by a well

established distribution network, low penetration
levels, low operating cost, lower per capita
consumption and intense competition between
the organized and unorganized segments.

FMCG are slowly and gradually positioning and

deeply penetrating in the fast growing rural
market. The Rural mindset is open to
consumption of newer, more contemporary food
 categories and as a result, drives consistent
growth.

Rural India accounts for more than 700 Million

consumers or 70% of the Indian population and
accounts for 40% of the total FMCG market.

The Rural market is a large market space with

very low organized player penetration. Across
the globe, the Indian rural market is probably
the single largest unit of opportunity.

Also with changing lifestyle and increasing

consumer demand, the Indian FMCG market is
expected to cross $80 billion by 2026 in towns
with population of up to 10 lakh.
 COMAPANY PROFILE AND MILESTONES

The Himalaya Drug Company was

founded in 1930 by Mr. M. Manal with a clear vision
to bring Ayurveda to society in a contemporary form
and to unravel the mystery behind the 5,000 year
old system of medicine. This included referring to
ancient ayurvedic texts, selecting indigenous herbs
and subjecting the formulations to modern
pharmacological, toxicological and safety tests to
create new drugs and therapies.

Eighty one years ago, on a visit to Burma, Mr.Manal

saw restless elephants being fed with a root to pacify
them. The plant from which this was taken
is Rauwolfiaserpentina. Fascinated by the plant's
effect on elephants, he had it scientifically
evaluated. After extensive research, Serpina , the
world's first anti-hypertensive drug, was launched in
1934.
The legacy of researching nature forms the
foundation of Himalayas operations. Himalaya has
pioneered the use of modern science to rediscover
and validate ayurveda's secrets. Cutting edge
technology is employed to create pharmaceutical-
grade ayurvedic products. As a confirmation that
Himalaya is dedicated to providing the highest
quality and consistency in herbal care, the Company
was awarded an ISO 9001:2000 certification in 2003.

Since its inception, the company has focused on

developing safe, natural and innovative remedies
that will help people lead richer, healthier lives.
Today, Himalaya products have been endorsed by
300,000 doctors around the globe and consumers in
89 countries rely on Himalaya for their health and
personal care needs.

Starting off operations in Dehradun way back in the

1930s, the company later spread its wings to
Mumbai and across the country. In 1975, the
company set up an advanced manufacturing facility
in Makali, Bangalore, India. In 1991, the company
relocated its R&D facility to Bangalore. Himalaya
Global Holdings Ltd. (HGH) is the global
headquarters of all Himalaya subsidiaries. The
Himalaya Drug Company produces, sells, and
distributes pharmaceutical-grade ayurvedic drugs
and therapies for customers in India and
internationally. It offers pharmaceutical products for
children, women, men, and general health; herbal
and oral care products; skincare products, including
body lotions, face packs and tonners, facial
cleansers, fairness and lip care products,
moisturizers, skin nutrients, and soaps; and dental
creams. The company also provides hair care
products, including anti-dandruff hair creams, oils,
and shampoos; protein conditioners shampoos and
hair creams; and anti-hair loss creams, fall hair oils,
and fall shampoos. In addition, it offers capsules,
acne-n-pimple creams, antiseptic creams, cold and
pain balms, honeys, muscle and joint rubs, pain
massage oils, and teas; natural intensive and sun
protection lip balms, face scrubs, oil control lemon
face wash products, and oil control lemon foaming
face wash products; and natural drugs for livestock,
poultry, aquacultures, and companion animals.
Further, the company provides baby care products,
including gentle baby bath products and shampoos,
diaper rash creams, moisturizing baby soaps,
nourishing baby oils, gentle baby wipes, and baby
care gift packs; and baby creams, lotions, and
powders. It sells its products online; and through its
drug stores in India, Latvia, Malaysia, Singapore,
Kenya, South Africa, Cayman Islands, Morocco, the
United Arab Emirates, and Venezuela. The company
was founded in 1930 and is based in Bangalore, India
with additional offices in India, the Asia-Pacific, the
United States, South America, the Middle East/Africa,
Canada, Europe, South Africa, the Caribbean, and
Mexico
 Mileston
es

Mr. M. His elder Launch of Dr.Rosha

Manal brother, Serpina, n M.
forms Mr. M. the world's Captain,
 The Misal, first anti- Ph.D.,
Himalaya joined hypertensi joins the
Drug him a ve drug, company
Company few derived and
. His years from Rauw spearhea
vision: later and olfiaserpen ds
Put they set tina. research
ayurveda about and
on par building develop
with the ment.
modern company
medicine together.
.
 Liv.52, a Mr.Mer Mr.Karstein An
hepatopro ajMana , a German advance
tective, is l, the pharmaceu d
launched
founde tical manufact
and goes
r's son, consultant, uring
on to
become joins directs the facility is
one of the the company's set up in
world's compa focus Bangalor
top-selling ny. towards e.
drugs. allopathic
medical
practitione
rs.
 The The Himalaya
The Animal
company's company Herbals
R&D
Health
opens its launches
center Product
US office its
moves to range for
at personal
Bangalore. commercia
Houston, healthcar
Research l livestock
Texas. e products
and is
developme in India.
launched.
nt
becomes a
very
important
aspect of
the
company's
focus.
The company The Well- ISO 9001: 2000
launches a company being certification
special range adopts Division awarded for
for pets called a new formed. design,
the unified manufacture and
Companion brand marketing of
Care range. identity. herbal health
care products.
.

Nabeel Himalaya UK-based Soliga Forest

Manal, celebrate National Quality Honey, a
the s Assurance gives Certified USDA
founders seventy- Himalaya ISO- Organic honey
grandson, five 14001:2004 sourced from
joins the years. certification for the forests of
company. environment South India, is
management. launched.
Collected by the
Soliga Tribe, the
honey is sourced
by Himalaya at
a fair trade
price.
Introduction of Using Liv.52 HB, the
Organique by innovative worlds first
Himalaya, a patent- herbal drug
range of pending for the
personal care technology, effective
products the company management
formulated introduces a of Hepatitis B,
with organic Certified is introduced.
herbs and oils. USDA Organic
range of Pure
Herbs.
 MISSION

Establish Himalaya as a science-based,

problem-solving, head-to-heel brand,
harnessed from nature's wealth and
characterized by trust and healthy lives.

Develop markets worldwide with an in-depth and

long-term approach, maintaining at each step the
highest ethical standards. Respect, collaborate with
and utilize the talents of each member of the
Himalaya family and the local communities where
Himalaya products are developed and/or consumed,
to drive our seed-to-shelf policy and to rigorously
adopt eco- friendly practices to support the
environment we inhabit. Ensure that each Himalaya
employee strongly backs the Himalaya promise to
exceed the expectations of the consumer, each time
and every time. Nothing less is acceptable.

Himalayans mission is to make herbal wellness a

part of every home. We want to be the most trusted
company in scientific herbal healthcare and most
admired for our ethics, values and commitment to
sustainability.

BRAND IDENTITY
. . . the promise of health, well-being and a
prescription for good living
The Himalaya brand has much in common with the
mountain range from which it draws its name. For
centuries, the Himalayas have been an icon of
aspiration, of man's quest to unlock Nature's secrets.
They represent purity and lofty ideals. The fact that the
Himalayas are the source of many of the herbs that are
used in our products makes our brand name all the
more appropriate.

The Himalaya logo is a visual definition of its brand

identity. The leaf that forms the crossbar of the letter H
evokes the company's focus on herbal healthcare. The
teal green represents proximity to nature, while the
orange is evocative of warmth, vibrancy and
commitment to caring. The Himalaya brand carries with
it the promise of good health and well-being.

Production

Himalaya produces quality

polyherbal formulations. To monitor quality, many
endangered herbs are grown by the Company on its
farmland. The principles of Good Manufacturing
Practices (GMP) are rigorously followed in the plant and
the Company prides itself on being environment
friendly. As part of the environment control system, it
had installed a modern effluent treatment plant long
before regulations mandated it. A high stress on
quality, several quality circles and special project
teams working on Total Quality Management (TQM)
projects make quality a way of life in Himalaya.

The manufacturing plant uses automatic, high-speed

punching, coating and filling machines. The tablet
coating facility is one of the largest in India. The plant
can produce nearly 5 billion tablets and 60 million
bottles of liquids annually.

Research and Development

WHAT WE BELIVE IN

Life at Himalaya is about being committed to

integrity, accountability, fairness, transparency and
innovation.
Integrity: We value the trust our customers,
business partners and other stakeholders have
placed in us. By being truthful, consistent and honest
in everything we do, we honor this trust.

Accountability: We are accountable both internally

to our team and externally to our stakeholders.
Systems and processes help us ensure accountability
at every step.
Fairness: We remain firmly committed to our rules
and are guided by our ethics. This helps us make
impartial decisions and treat all parties fairly.

Transparency: Being open in our dealings is

integral to our work ethic. Whether it is interacting
with farmers who grow our herbs, vendors who
supply us materials or customers who buy our
products, we believe that transparency helps us
make partners for life.

Innovation: Bringing ideas out of the lab and into

the real world is the kind of innovation we pursue. It
inspires us to discover new medicines and develop
new products that go onto make life healthier and
happier for people.

The Rs 1,200-crore Himalaya Drug Company has 66

brands and 91 SKUs as part of its portfolio. Its
blockbuster drug, Liv 52 launched 57 years ago is
growing at an average of 27 per cent every year.

Himalayans Parma division has a turnover of about

Rs 400 crore.

The skin care market is valued at $1800 million in

India

Moving forward , the skin care market in India is

anticipated to grow at around 19% during 2011-2014

The skin care market is at primary stage in India. The

penetration level for both urban and rural market is
low .many people still prefer homemade products to
cure skin problems

Products

Face care
Purifying Neem Face Wash, Purifying Neem
Foaming , Whitening
Face Wash

Refreshing Face Wash,

Hydrating Face Wash Exfoliating ,Daily Face
Wash

Purifying Neem Scrub , Exfoliating

Apricot , Scrub Exfoliating Walnut Scrub
Whitening Face Scrub, Purifying Neem
Mask, Almond & Cucumber Peel Off Mask

Refreshing Fruit Mask, Clarifying Mud

Mask, Energizing Day Cream

Revitalizing Night Cream ,Face Moisturizing

Lotion Clear Complexion, Whitening Day Cream
Anti Wrinkle Cream ,Acne-n-Pimple Cream ,
Deep Cleansing Milk

Gentle Refreshing Toner ,Deep Cleansing

Astringent, Lotion Fairness Cream

Fairness Face ,Mask Under Eye Cream, Kajal

Lip Balm
 Body care

Nourishing Skin Cream, Intensive Moisturizing

Cream ,Nourishing Body Lotion

Skin Smoothing Body Lotion, Cocoa Butter

Intense Moisturizer, Skin Soothing Moisturizer

Neem & Almond Protecting Lotion, Skin

Firming Body Lotion ,Aloe & Cucumber
Refreshing
Cream & Honey Soap Moisturizing Almond
Soap , Neem & Turmeric Soap

Refreshing Cucumber Soap

Hand and foot care

Nourishing Hand Cream, Age Defying Hand
Cream

Hair care

Extra Moisturizing Gentle Daily Care Softness

& Shine
Anti-Dandruff Shampoo, Anti-Hair Fall
Shampoo Anti-Dandruff Hair Cream

Health care

Pain Balm, Cold Balm, Anti Stress, Massage Oil

 RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Research methodology is the arrangement of
condition for collection and analysis of data in a
manner that aims to combine the relevance to the
research purpose with economy in procedure.
Research is conceptual structure within which
research is conducted. It is way to systematically
study and solve the research problems.

Methods of data collection:

The task of data collection begins after a research

problem has been defined and research plan chalked
out. While deciding about the method of data
collection to be used for the study the researcher
should keep in mind two types of data via: primary
and secondary. The primary data are those which are
collected afresh and for first time, and thus happens
to be original in character, the secondary data, on
the other hand, are those which have already been
passed through statistical procedure.
1) Primary Data:-

Primary Data is first hand information collected

originally by the researcher. Primary Data is defined
as the data that are collected for a specific purpose
from original purchase.

For this study Primary Data was collected from

survey method

Sampling Plan:-

Sample Size was taken 100 respondents from

sampling technique and followed by convenience
sampling technique

Sample Unit: - Present consumer and non-present

consumer of Himalaya.

Research Instrument: Structured Questionnaire is

prepared for collecting data from respondents.

Sampling Technique:-Convenience sampling

method is used for selected sample unit.

This is supported by
 Informal discussion with employees

Interview

Keen observation.

2) Secondary Data:-

When the investigator does not collect data

originally for the research but uses data already
collected and available in published and unpublished
from such data is called secondary data.

Secondary data is important for researcher because

it saves considerable time, money, finance, labor and
efforts.

I) Internal data sources:-

Companys magazine

Pamphlets

Prospects

Websites etc.

II) External data sources:-

 Books

Journals

Articles- times of India

Newspaper

Websites

DATA ANALYSIS
AND
INTERPRETATION
 DATA ANALYSIS AND
INTERPRETATION

Q1 (a). Are you using the consumer goods of

Himalaya DRUGS LTD?

It is found that out of 100 respondents, 60% of

them are using Himalaya Consumer Products
(CPD) while 40% of them are not using Himalaya
 Consumer Products (CPD).

Q1. (b) If no then which company product do

you use?

It is found that out of out of 40% respondents

who dont use Himalaya consumer products,
33% of them use HUL products while 22% are
using Proctar and Gamber products.
 Also it is found that only 9% of them use Nivea,
Oriflame and products each.

7% of the respondents have said that they

prefer to use Garnier products followed by
Johnson and Johnson by 11%.

Q2 Are you satisfied with brand?

Out of 40% respondents who dont use Himalaya

consumer products, 60% of them are satisfied
with their current brands and 40% of them are
not satisfied with their current brands.
Q3. If No then would you like to switch to
Himalaya Consumer products?

Out of 40% respondents who dont use Himalaya

consumer products, 22% of them have said that
they would not like to switch to Himalaya from
their current brand.

While 18% of them would like to switch from

their current brand to Himalaya current brand.

Also 60% of them are neutral in their view of

switching their current brand to Himalaya
consumer products.
Q4. Have you ever used Himalaya products?

Out of those who dont use Himalaya consumer

products, 36% of them have used Himalaya
products in past while 64% of them have never
used Himalaya products ever in the past.
Q5. Which consumer products do you use or
prefer to use?

Out of 60% respondents who use Himalaya

consumer products, 40% of them prefer to use
skin care products while 27% of them use health
care products.

Also it is found that 24% of them have said that

would prefer to use oral care products of
Himalaya while 9% of them use hair care
Q6. From where do you get to know about
Himalaya Products?

Out of total respondents, 60% of them get to

know about Himalaya products from newspaper
and advertisement as a source of information.
 It is also found that 20% of respondents get to
know about Himalaya products from friends and
internet each.

Q7. For how long you are using Himalaya

products?

It is found that out of 60% respondents who use

Himalaya products, 42% of them purchase it
once in 15 days. While 25% of them purchase
Himalaya products it once in 2 months.
 Also it is found that only 11% of respondents
purchase himalaya products once in a week
followed by 22% of them who purchase it once
in a month.

Q8. For how long you are using Himalaya

products?

From the above graph, it is depicted that out of

respondents who use Himalaya products, 47% of
them are using the same since last 6 months
while only 13% of them are using Himalaya
products since a year.

It is also found that 20% of respondents are

using Himalaya products since last 3 months
 and more than a year each.

Q9. Are you satisfied with Himalaya Products?

It is found that out of 60% respondents who use

Himalaya products, 50% of them have said that
they are satisfied while 25% of them are highly
satisfied with the same.

The above graph also depicts that 25% of

respondents are dissatisfied with Himalaya
products
Q10. Would you like to recommend others to
use Himalaya products?

It is found that out of 60% respondents who use

Himalaya products, 78% of them would like to
recommend others to use Himalaya products.

It can also be depicted that 22% of them would

not like to recommend others to use Himalaya
products.


Q11. Which factor influence your purchase

decision?

It is that out of 60% favorable respondents 35%

of them have said that quality is the major factor
which influences the purchase decision.

Brand is second most effective factor influencing

purchase decision with 30% .
 Only 13% of them have said that promotion
influence their buying decision followed by price
with 22%.

Q12. According to you how does Himalaya

product serve you?

It can be stated from the above graph that 67%

of respondents have said that Himalaya
products serve as a natural products while 33%
of them have said that Himalaya products
delivers value for money.
 None of the respondents have said that social
acceptability is the service deliver by the
Himalaya products.
 FINDINGS

FINDINGS

60% of them are using Himalaya Consumer

Products (CPD) while 40% of them are not using
Himalaya Consumer Products(CPD).
 60% of them are satisfied with their current
brands and 40% of them are not satisfied with
their current brands.

Out of 40% who dont use Himalaya, 36% of

them have used Himalaya products in past while
64% of them have never used Himalaya
products ever in the past.

60% of them get to know about Himalaya

products from newspaper and advertisement as
a source of information. 20% of respondents get
to know about Himalaya products from friends
and internet each.

Out of 60 favorable respondents 35% of them

have said that quality is the major factor which
influences the purchase decision. Brand is
second most effective factor influencing
purchase decision with 30% Only 13% of them
have said that promotion influence their buying
decision followed by price with 22%.

67% of respondents have said that Himalaya

products serve as a natural products while 33%
 of them have said that Himalaya products
delivers value for money.

78% of them would like to recommend others to

use Himalaya products.

53% of them have said that they are satisfied

while 25% of them are highly satisfied with the
same and 22% of respondents are dissatisfied
with Himalaya products

47% of them are using the same since last 6

months while only 13% of them are using
Himalaya products since a year and 20% of
respondents are using Himalaya products since
last 3 months and more than a year each.
 SUGGESTIONS
To keep all range of Himalaya products together

Pay more attention to Promotional activities

An alternative to generate more revenue is to

reduce the quality.

Packaging needs drastic improvements in terms

of attractiveness and interactive ness.
CONCLUSION
 CONCLUSION

The products of HIMALAYA are made up of pure

Ayurveda & quality is way better than any other
wipes available in the market. Despite the good
quality, the impact on the target market is low.

The retailers have faith in HIMALAYA but as of now

they are a bit disappointed because of lack of
encouragement from the companys side in terms of
margin to them as well as ,promotional activities
deficit which has contributed towards the customers
drifting towards other brands .This has led to
retailers displaying rather negative behavior towards
HIMALAYA because they have no incentive to show
any enthusiasm towards the product. .The
awareness of the brands HIMALAYA is very low it is
mainly because of the less promotional activities in
the markets.

Awareness can be made by promoting it at all

levels and
Attractive design and colors will truly help increase
the sales even if all other things are neglected.
LIMITATIONS
Its done on sample size so this report is
based on approximation analysis, so it is
unable to give exact facts and figures but
more than useful information can be driven
out.

Respondents hesitate while filing up the

questionnaire and do not give the exact
information.

One major limitation is low responses.

Lack of time to carry out the survey.

 BIBLIOGRAPHY
Books:

Marketing Management, 12th edition, Philip

Kotler, Kevin Lane Keller, Published by Prentice
Hall, USA
Kothari. C.R- Research Methodology

Websites:

www.google.com

www.wikipedia.com

www.himalayahealthcare.com

http://marketingpractice.blogspot.com/2008/05/
himalaya-at-your-best-always.html

http://www.ndtv.com/convergence/ndtv/aboutad
s/aboutads_Detail.aspx?anchor=Puretta.html
ANNEXURE
 Annexure

Name .
Gender
o Male

o female

What is your age: (Put a tick mark)

o 18-28years

o 28-38 years

o 38-48 years

o 48 &Above

Your Occupation (Put a tick mark)

o Working professional

o Student

o Self Employed

o Others_________________ (specify)

Contact no: .
Q1( a) . Are you using the consumer goods of
Himalaya DRUGS LTD? (Put a tick mark)
o Yes

o No

Q1(b) . If no, then which company products do

you use.
o Nivea

o J&J

o Garnier

o Oriflame

o P&G

o HUL

o Others

Q 2.Are you satisfied with your current

brand ?
o Yes

o No
Q 3. If no, then would you like to switch to
Himalaya products from your current brand?
o Yes

o No

o Neutral

Q 4.Have you ever used Himalaya Products?

o Yes

o No

Q5.Which consumer products do you use or

prefer to use.
o Hair care

o Health care

o oral care

o skin care
Q6. From where do you get to know about
HIMALAYA PRODUCTS?
o From retailers

o From friend

o From newspaper & advertisement

o From internet

Q7. How frequently do you purchase Himalaya

Products.
o Once in a week

o Once in 15 days

o Once in a month

o Once in two month

Q8. For how long you are using HIMALAYA

PRODUCTS?
o From last 3 months

o From last 6 month

o From last year

o more than a year

Q9. Are you satisfied with Himalaya products?

o Highly satisfied

o Satisfied

o Dissatisfied

Q 10.Would you like to recommend others to

use Himalaya product?
o Yes

o No

Q 11.Which factor influence your purchase

decision?

o Quality

o Price

o Packaging

o Brand

o Promotion
o Availability

Q 12.According to you what does Himalaya

product serves you?
o Natural product

o Value for money

o Social acceptability

o Others ______