CONTENTS

Chapter No. Title Page No

Chapter 1 Introduction of the 1

Project
1.1 Introduction 2

1.2 About the project 3

1.3 Objective of the 14
Study
1.4 Scope & Limitations 15
of the study
Chapter 2 Research Methodology 16
Chapter 3 Review of Literature 20
Chapter 4 Analysis &Interpretation 28
Of Data
Chapter 5 Findings & Suggestions 45
Chapter 6 Conclusion 50
Bibliography 52
Appendix 53

1
LIST OF TABLES

2
4.14 Customer behaviour on 42
Changing of product
TABLE
4.15
NO TITLE
Customer reaction on 43
PAGE NO
offer
Age Distribution of the 29
4.164.1 Customers
Respondentsopinion about 44
cinthol soap
4.2 Gender Distribution of the 30
Respondents

4.3 Occupation of the 31

Respondents

4.4 Income of the 32

respondents

4.5 Usage of the soap 33

4.6 Customer requirements 34

4.7 Customer consumption 35

4.8 Features in cinthol soap

Liked by customers 36

4.9 Period of consuming 37

cinthol soap

4.10 Preference on using 38

cinthol soap

4.11 Analysing cinthol soap as 39

a face wash

4.12 Type of cinthol soap used 40

by customer

4.13 Comparison of cinthol 41

soap with other brands

3
4
CHAPTER - 1

INTRODUCTION

INTRODUCTION
5
The early 1900s was a heady time. A single man had sparked the desire
of Indians to be free from colonial rule. Sentiments and tempers ran in
tandem. Religious fervour was at its peak. Ardeshir Godrej, a lawyer by
profession and a man steeped in principles and ideology, made a telling
contribution. He created India's first toilet soap made from
indigenously available vegetable oils instead of imported animal fats.
This move won the support of the leaders of the Indian Independence
Movement. Socially, too, a vegetable oil based soap made more sense
since it factored in religious sentiments.
The mantle passed on to his nephew, Dr. Burjor Godrej, who was
himself a qualified mechanical engineer, with a prestigious doctorate in
technical chemistry. At that time scientists were frustrated by the fact
that while germ-killing ingredients were effective in antiseptics they
were unsuitable for use in soaps. The discovery of Hexachlorophene
changed all that. The chemical proved to be stable when used in the
manufacture of soaps. This led to the birth and launch of Cinthol
Deodorant & Complexion soap on Independence Day of 1952. Enriched
with a unique fougere perfume the reception that the soap received was
truly phenomenal.
Over the first three decades of its existence, the brand took the platform
of protection from body odour. But the markets were gradually
changing. In 1986, in an attempt to modernise the image, 'New Cinthol'
soap was launched with a new-look packaging, shape and advertising,
using celebrities like Vinod Khanna and Imran Khan. The
communication campaigns developed strong, confident and active

6
associations with Cinthol- attributes that went on to become an essential
part of the brand imagery.
In 1989, in an attempt to capture a share of the lime soap market,
Cinthol Lime was launched. The attempt to capture a segment of this
developing market was a resounding success: it grabbed 8% market
share in six months. In 1992, Cinthol Cologne was launched to extend
the brand franchise into a modern and new fragrance.
By 1993, Godrej realised that it had to re-jig the brands to keep pace
with the changing environment. The three variants that had been
launched post 1986 were brought under the Cinthol International
umbrella – Cinthol International Spice,Cinthol International Lime and
Cinthol International Cologne.
A complete positioning overhaul was undertaken between 1993 and
1995. Shah Rukh Khan became the brand's new icon. His panache
matched the brand's new platform: revitalising and re-energising. With
the launch of Cinthol Fresh in 1995, the brand was extended into the
popular segment as the first popular segment lime soap. It was a
runaway success. It was redefined as a family soap with the famous
'Tan taaza, man taaza' campaign in 2000. 2004 saw the launch of the
new variant Cinthol Deo Soap, with the baseline ‘Get Ready Get Close’
to communicate its positioning. It addresses the need for effective body
odour removal through the unique proposition of deodorant in a soap.

7
Product
Today in the market, Cinthol has three distinct variants, borne
out of market needs and consumer studies. Cinthol Deodorant &
Complexion soap continues to operate in the 'healthy skin' category.
The soap offers numerous 'do-good' benefits such as total and complete
skin protection.

Cinthol Lime Fresh is a strong player in the 'freshness' category. The

lime extract provides deep cleansing properties and the excellent long-
lasting lime fragrance keeps one feeling fresh.

Cinthol Deo Soap is the latest offering from the Godrej stables. This
new soap-on-the-block is aimed at satisfying a latent problem:
hesitation to get close because of body odour. It has a unique long
lasting deo formula that prevents body odour all day long. It comes in
two exciting fragrances: Cologne and Spice that keep the user feeling
fresh all day.

Each of these sub-brands has helped extend the durability and

youthfulness of the mother brand.

8
Recent Developments
Leveraging Cinthol's brand equity, Godrej Consumer Products
Ltd. has forayed into other categories including Talcum Powders
(Cinthol International Deodorant Talc and Cinthol Freshness Talc) and
Deo Spray (Cinthol International Perfumed Deodorant). Also, in
keeping with its tradition of providing modern, convenience products to
discerning consumers, the company has launched Cinthol Hand
Sanitizers.
Sanitizers fulfil the needs of health conscious consumers on the move.
Available in sandal, lime, spice and cologne variants, they ensure germ-
free hands, without having to use soap, water or towel. The product was
launched in August 2000 in West Asia. In 2003, the sanitizers were
exported to the Far East, when the SARS outbreak increased consumer
concerns about hygiene.

Promotion
Cinthol has been closely identified with innovation, which
reflects in its promotions was the first soap to come up with the
consumer offer: Buy 3 Get 1 Free.
Cinthol advertising has always had a strong impact, with all the
elements being carefully chosen to reflect aspects intrinsic to the brand.
No wonder then, the commercials featuring Vinod Khanna, Imran
Khan etc. during the 1980s and early 1990s are vividly recalled even
today.

9
In his heydays, Imran Khan's star power was unquestionable. The
charisma of the young, handsome Pathan – the heartthrob of a million
girls – splashing water and using Cinthol International soap quickly
rubbed off on the brand. The energy and confidence that the film
exuded were closely connected to the properties of the soap. Through
the clutter, Cinthol rose in the desirability index.
The Vinod Khanna film was shot when the actor was at his peak. The
commercial showing the star riding a horse on the beach exuding vigour
and confidence with the waves of the sea in the background depicted an
innate, natural freshness. Vinod Khanna and Cinthol proved to be a
perfect match. Even today, years after the commercials have been
withdrawn, they continue to be recalled. The latest advertising
campaigns continue to build on the Cinthol legacy.
The Montage film for Cinthol Deodorant & Complexion soap targets
audiences in the priority markets of South India. This is one soap that
has appealed to different age groups of both sexes. The current
advertising reinforces this bond and the fact that Cinthol has provided
skin protection over the years.
The 'Taazgi ka tarana' commercial for Cinthol Lime Fresh is based on
the key insight that a bath is more than just a cleansing process. It is the
time when they rejuvenate themselves. The ad promotes the latest
baseline of the brand ‘Get Ready’ depicting the transformation of a
woman in her bath.

10
The Cinthol Deo Soap commercial has the protagonist joining his
friends for a game of tug of war after work. He has no hesitation in
getting close to them even at the end of a working day. This is because
his Cinthol Deo Soap keeps body odour at bay all day long, leaving him
confident and smelling great.

Brand Values
Ever since its launch in 1952, Cinthol has been the perfect
embodiment of the expression 'confidence personified'. All the
campaigns for different variants have captured the subtle changes in the
brand values without straying away from the brand essence:
Confidence and Freshness. These core values have a strong appeal and
relevance to both sexes. Hence over the last couple of years, Cinthol has
been repositioned on a unisex platform to target both men and women.
It has always closely monitored consumer behaviour, changing attitudes
and has tweaked the positioning to suit these emerging needs. All of this
has resulted in a brand that has not aged but grown into an active,
vibrant and energetic personality.
After 52 years, Cinthol, remarkably still evokes a very high degree of
trust and respect.

11
Cinthol- the super brand
Cinthol, the flagship brand of Godrej Consumer Products Ltd., is now
recognised as a Superbrand by the Superbrands Council, U.K.
The criteria for winning this prestigious award were:
• Perceived brand image
• Brand mind share
• Consumer goodwill
• Consumer loyalty
• Trust and emotional bonding with the brand
Cinthol, with its rich heritage of more than five decades, has been
extremely successful in creating a niche in the consumer’s mind.
Superbrands India had identified 101 Indian brands from 700 entries
across 98 sectors for inclusion in the first ever "Indian Consumer
Superbrands 2004".
Today, despite the presence of global corporations, the Cinthol brand
has carved out a consumer base of more than 17 million users. The soap
market in India is determined to be of the order of Rs. 41.75 billion and
Cinthol commands a turnover of Rs 1.05 billion with a market share of
2.5% by value.
When needs change, brands need to change as well, to remain
contemporary and desirable. Cinthol has kept pace with evolving
markets. It has reinvented and rejigged its portfolio without
compromising on its core values.

12
Today in the market, Cinthol has three distinct variants, borne out of
market needs and consumer studies. Cinthol Deodorant & Complexion
soap continues to operate in the 'healthy skin' category.
The soap offers numerous 'do-good' benefits such as total and complete
skin protection.
Cinthol Fresh is a strong player in the 'freshness' category. The lime
extract provides deep cleansing properties and the excellent long-lasting
lime fragrance keeps one feeling fresh.
Cinthol Deo Soap is the latest offering from the Godrej stables. This
new soap-on-the-block is aimed at satisfying a latent problem:
hesitation to get close because of body odour. It has a unique long
lasting deo formula that prevents body odour all day long. It comes in
four exciting fragrances:
1. Deo Cologne,
2. Deo Sport
3. Deo Classic
4. Fresh
Each of these sub-brands has helped extend the durability and
youthfulness of the mother brand.

13
 OBJECTIVE

 To study the attitude and perception of “cinthol soap” users.

 To examine the customer’s level of satisfaction towards “cinthol

soap”.

14
 SCOPE & LIMITATIONS
SCOPE:

 The present study is focused on studying the customer’s

attitude and the level of satisfaction towards cinthol soap.

LIMITATIONS:

• The present study suffers from respondent bias.

• The present study is limited to study only the customer’s
preference of cinthol soap due to brand switching and soap
noodles ( high inflation & fluctuating inflation rates).
• The sampling method used for the present study was
convenience sampling method, therefore generaliabilty is
hindered.

15
• The data collected through the questionnaire were self
reported and therefore, subject to the limitations of that
process.

CHAPTER - 2

RESEARCH

16
 METHODOLOGY

RESEARCH METHODOLOGY

RESEARCH DESIGN:

A research design is purely and simply the frame work or plan

for
Study that guides the collections and analysis of the data.
The research design adopted for the present study is
EXPLORATORY RESEARCH DESIGN
The exploratory study is particularly helpful in breaking broad
and vague problem into smaller, more precise sub-
problem statements, hopefully in the form of specific hypothesis.

17
SAMPLING:
Sampling can be defined as” the selection of some part of an
aggregate or totality on the basis of which a judgment or inference
about the aggregate or totality is made”

SAMPLE SIZE:

Sample size refers to the few items taken from the

population. The items selected by the researchers are called as Sample
Size.
The sample size for the present study is 100 respondents.

TARGET SAMPLE:

The Target sample for the study includes students and

working professionals.

SAMPLING METHOD – CONVENIENCE SAMPLING:

When the population elements are selected for inclusion in

the sample based on the ease of access, it can be called
“CONVENIENCE-SAMPLING METHOD”.
Sampling method for the present study adopted is
convenience-sampling method.

SOURCES OF DATA:

18
 • PRIMARY DATA
• SECONDARY DATA
PRIMARY DATA:
Primary data are those data, which are collected a
fresh and for the first time, and thus happen to be original.
Primary data foe the present study was collected by
preparing a well-structured questionnaire. Questionnaires were
distributed to the customers and responses were received from the
customers.
Questionnaire is the term that refers to self-administered
process whereby the respondents himself or herself reads the questions
and record his or her answers without the assistance of an interviewer.
SECONDARY DATA:
Secondary data are those data, which are collected by
someone and which have already been passed through the statistical
process. Secondary data for this study were collected from websites,
Newspapers and from Textbooks, Magazines.

19
CHAPTER - 3

20
 REVIEW OF

LITERATURE

REVIEW OF LITERATURE:
“Advertisers must recognize that an industrial or business buyer is not
necessarily a rational buyer. Emotional appeals are equally important
that is, make the buyer feel good about buying the product. These
emotional aspects of industrial advertising should not ignored, even
though rational motives will usually dominates the industrial buying
process”

21
“New products, special sale, colour brouchures, new packaging styles
etc, may cause the consumer to give attention to stimuli in an immediate
sense"

“Learning is the name given to changes in an individuals behaviour

arising from experienced”.

"A Non rational buyer does not plan his buying it is equally logical to
assume that this buying the product and specially a specific brand that
is either appealing or available.

"Money, Variety, Acquisitiveness, Rivalry, Color, Adornment,

Cleanliness, Compainship, Collecting, Amusement, Sensual
Gratification, Construction, Aggradisment. Mental culture, affection,
social Achievements, Ambitions, inhabitness. Reverence, Romance,
Aesthetic tastes, sex, limitations;, Curiousity, self preservation,
Sympathy, Gratitude, patriotism and so on”

“Various models have been built but basically consumer behaviour can
be explained by two approaches: on approach proposed by behaviorists
who view behaviour as a response to a given stimulus. Their basic
concern is to know how organisms respond to stimuli without being
concerned with why they respond in a particular way. At the other end
of spectrum is the “Cognitive approach” “Which assumes the buyer to
be legally, intelligent, rational and utility oriented. This explains lie
'why' and 'how' of the purchasing process, the theories of buyer

22
behaviour have been classified in to two brand categories: (I) Rational
of substantive (ii). Emotional or non substantive"

"At any given time a person may be face4d with a number of motives,
but that he probably cannot act all of them at the same time. Therefore,
each person has a hierarchy of motives, with the motives arranged in
ascending order according to their importance. The most urgent motive
is acted upon first. Motives representing wants and desires, lower in
hierarchy, remain unsatisfied at least temporarily."

"A buyer is emotional created, that is the buyer buys on impulse he does
not have enough information about the products and does not make any
efforts towards economic evaluation of the products usefulness, some of
the basic foundations of impulsive buying behaviour."

"The behavior that consumers display in search for, purchasing. Using

and evaluating products, services and ideas which they expect will
satisfy their needs "

"A belief is a descriptive thought that a person holds about something.

The belief may be based upon knowledge, opinion or faith , Attitudes
are relatively enduring organisation of feeling, beliefs and behaviour
tendencies towards other person, group, ideas or object".

“Of the dozen of categories of human action working, sleeping, chatting,

breathing, buying and so forth the one of primary importance to the
marketer is buying”

23
“Buyer behaviour is all psychological, social and physical behaviour of
potential customers as they become aware of, evaluate, purchase,
consume, and tell of other people about products and services.".

"Many students have concentrated on finding the common factors that

more or less determine the buying pattern of consumers."

"The characteristic of the buyer himself there are other external

elements that exert some degree of influence on the buyer".

"The system of individual attitudes behaviour and values that an

individual exhibits and that set him a part from others".

Customer Satisfaction - Definition:

Customer satisfaction is a term used to describe a scenario when an
exchange meets the needs and expectations of a user. It captures the
provision of goods or services that fulfill the customer's expectations in
terms of quality and service in relation to the price paid. Customer
satisfaction, as a business term, can also be used to measure how the
supply of products or services surpasses customer expectations.

24
 Customer satisfaction refers to the extent to which customers are
happy with the products and services provided by a business. Customer
satisfaction levels can be measured using survey techniques and
questionnaires. Gaining high levels of customer satisfaction is very
important to a business because satisfied customers are most likely to be
loyal and to make repeated orders and to use a wide range of services
offered by a business.

The need to satisfy customer for success in any commercial

enterprises is very obvious. The income of all commercial enterprises is
derived from the payments received for the products and services to its
external customers. Customers are the sole reason for the existence of
commercial establishments.

Since sales are the most important goal of any commercial

enterprise, it becomes necessary to satisfy customers. For customer
satisfaction it is necessary to establish and maintain certain important
characteristics like:
a. Quality
b. Fair prices
c. Good customer handling skills
d. Efficient delivery
e. Serious consideration of consumer complaints.

Satisfaction is the feeling of pleasure or disappointment attained from

comparing a products perceived performance (outcome) in relation to
his or her expectations. If the performance falls short of expectations,

25
the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds
expectations, the customer is highly satisfied or delighted.

The three important areas in order to satisfy home buyers and watch
customer satisfaction ratings go up: deliver homes 100% complete at
closing, close on time, and provide responsive warranty service. NAHB
Research Center surveys* indicate that if consistently follow all three
rules, the company will have loyal customers for life. Miss one, and
overall customer satisfaction levels plummet.

When customers sign the contract, they are 100% satisfied that
they are buying the best home for the money or they would have bought
elsewhere. From this point forward, maintaining 100% levels of
customer satisfaction depends entirely on how well you deliver.
Deliver the Home 100% Complete.

Nothing says "quality control" to home buyers like a final

inspection with no punch-list items. Customers expecting a sizable list
are truly impressed. They feel their builder has acted in their best
interest to protect them. They enter the warranty period confident that
there will be little or no problems to fix.

Kennedy Community Development, 1997 National Housing

Quality Award winner, performs a 600-point inspection one week
before closing. All items, without exception, must be fixed prior to the

26
customer's final inspection. Kennedy’s satisfaction ratings are
consistently in the high 90% range.

Deliver on Time
Delaying a closing date can be a crisis for your home buyer. Sales
contracts that give you rights to deliver anytime within a year are
meaningless at ensuring Customer satisfaction. If the buyer believes you
are responsible, imagine what kind of referrals they are giving.

T. W. Lewis builds in the Phoenix area where scarcity of trade

contractors can upset closing dates. When customers sign a sales
contract, they are given a range of expected closing dates. Six weeks
before closing, after construction progresses through several of the
scarce trades, a firm closing date is set. Using this method, customers
are prepared to remain flexible so that a crisis is avoided.

Responsive Warranty Service

Customers make most home buyer referrals during their

warranty period. Therefore, it is extremely important to maintain, or
even improve, customer satisfaction levels during this time. When
callbacks occur, remedy the situation promptly to show you accept
responsibility thereby maintaining customer’s confidence. Each
callback is a customer satisfaction "moment of truth" that has lasting
effects.

27
CHAPTER - 4
ANALYSIS &

28
 INTERPRETATION OF
DATA

Data Analysis

1.Age- % analysis

GROUP NO.OF RESPONDENTS

IN %
15-25 35
25-35 40
>35 25

INFERENCE:

29
 From the above table it is inferred that 35% respondents
are of age between 15-25 and 40% respondents are of age between 25-35
and only 25% of the respondents are age >35.

AGE

25%

35%

15-25
25-35
>35

2.Gender -% Analysis40%

GENDER NO.OF RESPONDENTS

In %
Male 65
Female 35

INFERENCE:
From the above table it is inferred that 65% of respondents
are male and 35% of respondents are female.

30
 GENDER

35%

Male
Female

65%

3. Occupation - % Analysis

GROUP NO.OF RESPONDENTS

in %
Self employed 15
Student 50
Employed 30
Others 5

31
INFERENCE:
From the above it is inferred that 50% respondents are Students
and 15% and 30% respondents are self employed and employed
respectively.

OCCUPATION

5%
15%

30% Self em
Studen
Emplo
Others

50%

4. Income of the Respondent’s % Analysis :

GROUP NO OF RESPONDENTS
IN %
< 5000 23
5000-10000 56
> 10000 21

INFERENCE:

32
 From the above table it is inferred that 23% of the
respondents are < 5000 and 56% of the respondents are 5000-10000 and
21% of the respondents are > 10000.

INCOME

21% 23%

< 5000
5000-10000
> 10000

56%

5. Customer use the cinthol soap

GROUP NO.OF
RESPONDENTS
in %
yes 75
no 25

INFERENCE:
From the above table it is inferred that 75% of
respondents use and 25% of respondents does not use the product.

33
 USE OF SOAPS

25%

yes
no

75%

6. Number of soaps where customer require for a month

GROUP NO.OF
RESPONDENTS
in %
1-2 36
2-3 57
>3 7

INFERENCE:
From the above table it is inferred that 36% of respondents buy
1-2 and 57% of respondents buy 2-3 and only 7% of respondents buy
>3 soaps.

34
 PURCHASE OF SOAP

7%

36%

1-2
2-3
>3

57%

7. Kind of bath soap where customer consume it.

GROUP NO OF RESPONDENTS
IN %
Foamy 10
Thick lather 14
Transparent 2
Coloured 29
Medical 45
INFERENCE:
From the above table it is inferred that 10% respondents use
foamy and 14% of respondents use thick lather and 2% respondents use
transparent and 29% of respondents use coloured and 45% respondents
use medical soap.

35
 KIND OF BATH SOAP USE

10%

14%
Foam
45% Thick l
2% Transp
Colou
Medic

29%
8. Identifying the special feature where customer like in cinthol
soap

GROUP NO OF RESPONDENTS
IN %
Perfume 3
Colour 2
Lather 10
Long lasting 29
Suits for skin 56
INFERENCE :

From the above table it is inferred that 3% of respondents like perfume

and 2% of respondents like colour and 10% of respondents like lather and
29% of respondents like long lasting and 56% of respondents like because it
suits for skin.

36
 FEATURES

3%
2%
10%

Perfum
Colou
Lathe
56% Long
29%
Suits

9. Analyse the period of consuming the cinthol soap

GROUP NO OF RESPONDENTS
IN %
< 1 year 25
1 year – 5 years 55
> 5 years 20

INFERENCE:
From the above table it is inferred that 25% of respondents are
consuming < 1year and 55% of respondents are consuming 1year-
5years and 20% of respondents are consuming >5years.

37
 CONSUMING THE PRODUCT

20%
25%

< 1 year
1 year –
> 5 year

55%

10. Customer preference on usage of cinthol soap

GROUP NO OF RESPONDENTS
IN %
Company image 20
Advertisement 13
Past experience 9
Good quality 45
Others 23

INFERENCE:
From the table it is inferred that 20% of the respondents are
company image and 13% of the respondents are advertisement and 9%
of the respondents are past experience and 45% of the respondents are
good quality and 23% of the respondents are others.

38
 PREFERENCE OF CINTHOL SOAP

18%
21%

Company image
Advertisement
12%
Past experience
Good quality
Others
8%
11. Is Cinthol soap is good for face wash.
41%

GROUP NO OF RESPONDENTS
IN %
Yes 83
No 17

INFERENCE:
From the above table it is inferred that 83% of the respondents are
accepting as a good face wash and 17% of the respondents are not
accepting.

39
 FACE WASH

17%

Yes
No

83%

12. Analyse type of cinthol soap which customer use

GROUP NO OF RESPONDENTS
IN %
Cinthol deodarant&complexion 67
Cinthol lime fresh 23
Cinthol deo 10

INFERENCE:
From the above it is inferred that 67% of the respondents are
cinthol deodarant &complexion and 23% of the respondents are cinthol
lime fresh and 10% are of the respondents are cinthol deo.

40
 TYPE OF CINTHOL SOAP

10%

23% Cinthol deodarant&complexio

Cinthol lime fresh
Cinthol deo

67%

13. Comparison of cinthol soap with other brands

GROUP NO OF RESPONDENTS
IN %
Quality 43
Quantity 28
Price 29

INFERENCE:
From the above table it is inferred that 43% of the respondents are
quality and 28% of the respondents are quantity and 29% of the
respondents are price of the brand.

41
 DIFFERENCE OF BRANDS

29%

43% Quality
Quantit
Price

28%

14. Analyse the customers behaviour on changing from one

brand of soap to another

GROUP NO OF RESPONDENTS
IN %
Yes 92
No 8

INFERENCE:
From the above table it is inferred that 92 % of the respondents
will change and 8% of the respondents will not change the brands.

42
 CHANGE OF BRANDS

8%

Ye
No

92%

15. If company provides offer, customer’s reaction on this

Product

GROUP NO OF RESPONDENTS
IN %
Yes 87
No 13

INFERENCE:
From the above table it is inferred that 87% of the respondents will
consume and 13% of the respondents will not consume the product.

43
 CUSTOMERS REACTION ON GIVING OFFERS

13%

Ye
No

87%

16. customers opinion about cinthol soap

GROUP NO OF RESPONDENTS
IN %
Excellent 57
Very good 25
Good 15
Poor 3

INFERENCE:
From the above table it is inferred that 57% of the respondents are
excellent and 25% of the respondents are very good and 15% of the
respondents are good and 3% of the respondents are poor.

44
 OPINION OF THE CUSTOMERS

3%
15%

Excellen
Very goo
Good
57%
Poor
25%

45
CHAPTER - 5
FINDINGS &

SUGGESTIONS

46
 FINDINGS

 From the above table it is inferred that 35% respondents

are of age between 15-25 and 40% respondents are of age

between 25-35 and only 25% of the respondents are age >35.

 From the above table it is inferred that 65% of respondents

are male and 35% of respondents are female.

 From the above it is inferred that 50% respondents are

Students and 15% and 30% respondents are self employed
and employed respectively.

 From the above table it is inferred that 23% of the

respondents are < 5000 and 56% of the respondents are

5000-10000 and 21% of the respondents are > 10000.

 From the above table it is inferred that 75% of respondents

use and 25% of respondents does not use the product.

 From the above table it is inferred that 36% of respondents

buy 1-2 and 57% of respondents buy 2-3 and only 7% of

respondents buy >3 soaps.

47
 From the above table it is inferred that 10% respondents

use foamy and 14% of respondents use thick lather and 2%

respondents use transparent and 29% of respondents use
coloured and 45% respondents use medical soap.

 From the above table it is inferred that 3% of respondents

like perfume and 2% of respondents like colour and 10% of

respondents like lather and 29% of respondents like long
lasting and 56% of respondents like because it suits for
skin.

 From the above table it is inferred that 25% of respondents

are consuming < 1year and 55% of respondents are
consuming 1year-5years and 20% of respondents are
consuming >5years.

 From the table it is inferred that 20% of the respondents

are company image and 13% of the respondents are

advertisement and 9% of the respondents are past
experience and 45% of the respondents are good quality
and 23% of the respondents are others.

 From the above table it is inferred that 83% of the

respondents are accepting as a good face wash and 17% of

the respondents are not accepting.

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 From the above it is inferred that 67% of the respondents

are cinthol deodarant &complexion and 23% of the

respondents are cinthol lime fresh and 10% are of the
respondents are cinthol deo.

 From the above table it is inferred that 43% of the

respondents are quality and 28% of the respondents are
quantity and 29% of the respondents are price of the brand.

 From the above table it is inferred that 92 % of the

respondents will change and 8% of the respondents will not

change the brands.

 From the above table it is inferred that 87% of the

respondents will consume and 13% of the respondents will
not consume the product.

 From the above table it is inferred that 57% of the

respondents are excellent and 25% of the respondents are

very good and 15% of the respondents are good and 3% of
the respondents are poor.

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 SUGGESTIONS

From this study it was found that they can provide more offers
and gifts so that customers would have more interest to purchase the
product.

It is suggested that the company can maintain price of soap and

also they can increase the formula of fair complexion and glow and
freshness for both male and female customers.

It is suggested that they cannot use the animal fats instead of that
they can use natural fats like palm oil.

50
CHAPTER - 6

CONCLUSION

51
 CONCLUSION

The concept of marketing is essentially a concept of

customer orientation. For a long time it has been preached by all,
including Mahatma Gandhi, that the customer is king. It is implied that
organizations have to provide services to their customer’s and that too
without any obligation.

Since the present study reveals that, the customer’s opinion

towards the price and quantity has to be reset, the organization has to
understand and respond, the customer need, which in turn leads to
organization success in today’s competitive environment.

52
 BIBLIOGRAPHY
1. Kothari, C.R., “Research Methodology Methods and Techniques”,
New Delhi, Vishwa Prakash, Second Edition, Twenty Third
Reprint,1999.

2. Rajan Saxena, “Marketing Management”, New Delhi,

The Mc Graw-Hill Companies, Third Edition; Fifth reprint 2007.

3. Sturdy, Andrew, Grugulis, Irena and Willmott, Hugh,

“Customer Service.
Empowerment and Entrapment”. New York plagrave, 2001.

4. Wheelan Thomas L & Hunger David J, Strategic Management &

Business Policy: Entering 21 Century Global Society, Sixth
Edition, Addision –Wesley, 1998.

5. Websites:
www.google.com
www.godrejgrou.com
www.globalgodrej.com
http://cinthol.com

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 A STUDY ON CUSTOMER’S
PREFERENCE TOWARDS “CINTHOL
SOAP”
1. Name (optical) :

2. Age : 15-25 25-35 >35

3.Gender : Male Female

4.Occupation : self employed students employed others

5.Income : < 5000 5000-10000 > 5000

6.Do you cinthol soap ?

a) yes b) no.

7.How many soaps do you require for a month ?

a) 1-2 b) 2-3 c) > 3.

8.Which kind of bath soap do you use ?

a)foamy b)thick lather c) transparent d) coloured

e)medical.

9.What special feature do you like in cinthol soap?

a)perfume b)colour c)lather d)long lasting

e)suits for skin.

10. How long you have been consuming the cinthol soap ?

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 a)< 1 year b) 1 year- 5 years c)> 5 years.

11.Why do you use cinthol soap ?

a)company image b)advertisement c)past experience d)good quality

e)others.

12.Is cinthol soap is good for face wash?

a)yes b)no.

13.What type of cinthol soap, do you use?

a)cinthol deodarant&complexion b)cinthol lime fresh

c)cinthol deo.

14.How cinthol soap is different from others?

a)quality b)quantity c)price.

15.Do you change from one brand to another brand?

a)yes b)no.

16.If company provides an offer, will you purchase the product?

a)yes b)no.

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17.Give your opinion about cinthol soap?

a)excellent b)good c)very good d)poor.

THANK YOU

56