INTRODUCTION

The consumer market is the total of all the goods and services

purchased in a given period by all the inhabitance of a given country (or) a

section there of for the satisfaction of their consumption needs the consumer

market actually consist of four components.

• People

• Purchasing power

• Need for a specific product and

• Willing to fill the need with a given product

Meaning & definition

The consumer orientation is the fundamental aspects of marketing

management concept under this orientation; market related problems are

analyzed as “consumer problem”. More involves bringing together of two

group viz., seller and consumers.

According to American marketing association, “consumer goods are

designed for use by ultimate consumer (or) households and in such form that

they can be used without commercial processing”. The knowledge and

sophistication of consumer vary according to whether the goods are industrial

(or) consumer goods.

Peter F.Drcker was apt in saying. “it is the consumer what a business

is…………….”

What the customer thinks. He is buying, what is considers value is decisive it

determines. What a business, what it produces and whether it will prosper”.-2

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 The manufacture must keep a constant touch with the customer. He

must plan his production and distribution to suit the customer’s convenience

rather than his own. Very often, the consumer is not an individual at all about

a whole family.

Customer (or) consumer is the central them of our marketing system,

for a product to sell at all with (or) without advertising if must satisfy-same

needs for the behavior of the consumer. Buying motivate than prompts the

buyer to by a product may be fear, desire, for money, vanity, pride, fashion,

possession, sex (or) romance affection (or) comport.

Five alternative philosophies can guide organizations on carrying out

their marketing activity. The production concept holds that consumers will

factor products that are affordable and available and therefore management

major task is improve production and destruction at efficiency and bringing

down prices. The products concepts holds that a favor quality products that

are reasonable price and there for title promotional efforts is required.

The selling concept holds that the main task of the company is

determined. What a chosen set of customer needs, wants and preference are

and to adopt the company to deliver the desired satisfaction. The social

marketing concepts holds that the main task of the company is to generate

customer satisfaction and long run consumer and social well being as the key

to organizational goals and responsibilities.

Consumer behaviour

Consumer behaviour may be defined as that behaviour exhibited

by people in planning, purchasing and using economic goods and services.

2
 Is a part of human behaviour and can’t be separated from it. Fait

the consumer behaviour is a subset of human behaviour. This does not mean

all human behaviour refers to the total process by which individual interest

with their environment consumer behaviour is the consuming (or) using goods

(or) services.

Consumer behaviour results from individual and environmental

influences consumer often purchases the goods and services, which they

want, other to accept.

Behaviour is therefore determined by the individual’s

psychological makeup and the influence of others. Thus, behaviour is the

result of interaction of the consumer personal influence and pressures

extorted upon them by outside forces in the environment.

Buying behaviour is the process by which individual decide

whether, what, where, how and from whom to purchase goods and services.

Understanding buyer behaviour is essential in marketing and planning

programmers.

Why we study consumer behaviour

As consumer, we benefit from insights into our own conception

related decisions, what we buy. The study of consumer behaviour enables to

become better that is wise, consumer.

As marketers and future marketers, it is important for us to

recognize why and how individuals make their consumptions decisions so that

we can make better strategic marketing decisions.

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 Consumer behaviour was a relatively new field of study in the

mid-to-late 1960s. The new disciplined borrowed heavily from concepts

developed in other scientific disciplines such as psychology, sociology, social

psychology anthropology and economics.

Why of fields of consumer behaviour developed

There are a number of reasons why the study of consumer behaviour

developed as a separate marketing disciple. The size of the consumer

marketing this country was Vast and constantly expending consumer

preferences were changing and becoming highly diversified. Even in

industrial markets where always more homogeneous than to consumer

markets, buyers were exhibiting diversified preferences and less predictable

purchase behavior.

To better meet the needs of specific groups of consumer, most

marketers adopted a policy of market segmentation. Which called for the

division of their total potential markets into smaller? Homogeneous segments

for which they could design specific product and (or) promotional campaigns.

Indeed a major too many international marketing efforts has been the

general lack of familiarity with the needs. Preferences and consumption

habits of consumer in foreign markets. Marketers now use cross-cultural

consumer research studies as the basic for product development and

promotional strategies to meet the needs of target foreign consumers.

Developing of the marketing concept

The field of consumer behaviour is rooted in the marketing concept, a

marketing strategy that evolved in the 1950s. After marketers passed through

4
a series of marketing approaches referred to as the production concept the

product concept, and the selling concept.

Consumer needs and wants become the firm’s primary focus. This

consumer oriented marketing philosophy came to be known as the marketing

concept. They key assumption underlined the marketing concept is that to be

successful a company must determine the needs and want of specific target

markets, and deliver the competition. The marketing concept is based on the

premise that marketer should make what in call sell, instead of trying to sell

what it has make.

Factors influencing brand reference

The following factors are influencing the consumer buying

1. Cultural factors

Cultural factor have broad cost and deepest influence of consumer

behaviour we will look at the role played by the buyer’s culture sub-

culture and social class.

(i) Culture

Culture is the most fundamental determinant of a person’s want

and behaviour.

(ii) Sub culture

Each culture contains smaller group of sub culture that provides

more specific, identified and socialization of these members there

5
 are four types of sub culture, viz., National group and groups

depending on geographical areas.

(iii) Social class

Social class is relatively homogenous and during in a society,

which are hierarchy ordered and whose members share similar

values, interest and behaviour.

Social classes show distinct product and brand preferences in such

as clothing, home, furnishing, leisure activities and automobiles.

1. Social factors

A consumers behaviour is also influenced by social factors is also

influenced by social factors such as the influenced preference group,

family and social role and startup.

(i) Preference groups

A person’s behaviour is strongly influenced by groups that have a

direct (or) indirect influence on the person’s antitheses or behaviour.

Marketing try to identify the preference group of their target customer

and they are significantly influenced all persons attitude and self-

concept and they create pressure for conformity that may affect

person actual product and brand choices.

(ii) Family

Member of buyer’s family can exercise a storing influence on the

buyer’s preference. In countries where parents continue to live with

their children, their influence on buyers’ preference can be

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 substantial. A more direct influence on every body’s behaviour in

one’s family procreation namely One’s spouse and children

(iii) Role and Status

The person’s position in each group in which he participates can be

defined in terms of roles and status. People often chose products to

communicate their role and status

1. Personal factors

A buyer’s decision is also influenced by his or personal

characteristics, notably the buyers age state in life cycle, occupation,

economic circumstances, life style, personality, and self-concept.

(i) Age stage in life cycle

People change goods and services these by over their lifetime

consumption are the shaped by the stage of family life style.

(ii)Income level

A person’s income level will directly affect the product choice

marketers of income sensitive goods pay continues attention of trends in

personal income and savings and illustrated.

(iii)Occupation

A person’s consumption pattern is also influenced by occupation

marketers try to identify the occupation groups that have above average

interest in their product and services.

(iv)Life style

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 A person’s life style or his palters of living in this world as

expressed in his activities, interest and opinions, life style attempt to profile

and whole person’s pattern of acting in the world.

(v)Personality and self concept

By personality we means the persons distinguishing psychological

that lead to relatives consistent and enduring responses to his to her own

environment strong correlations extend between certain strong personality

type and product or brand choice

A. Motivation

Motivation can be described as the driving force with individual that

impels them to action. This driving force is produced by a stage of tension
that exists as the result of unfulfilled needs.

B. Perception

Perception can be defined as the process by which and individual

selects, organize and interprets stimuli of into a meaningful and coherent
picture of the world. Example of stimuli includes product package, brand,
names, commercial and advertisement

From a marketing perceptive consumer, learning is the process by which

individuals acquire the purchases and consumption knowledge and
experience they apply to future related behaviour.

C. Beliefs and attitudes

Through acting and learning people acquire beliefs and attitudes, in turn
influence buying behaviour. A belief is a descriptive through of a personal
holds about something. An attitude describes persons enduring favorable or
unfavorable cognitive evaluation, feelings and action tendencies towards
some object or idea.

8
 PROFILE OF THE COMPANY

HINDUSTAN UNILEVER

Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly

Hindustan Lever Limited, is India’s largest consumer products company and

has an annual turnover of Rs 13,000 crores (calendar year 2007) [1] . It was

formed in 1933 as Lever Brothers India Limited and came into begin in 1956

as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan

Vanaspathi Mfg Co. Ltd. and United Traders Ltd. It is headquartered in

Mumbai, India and has an employee strength of over 15,000 employees and

contributes for indirect employment of over 52,000 people. The company was

renamed in late June 2007 to “Hindustan Unilever Limited”.

In 2007, Hindustan Unilever was rated as the most respected company

in India for the past 25 years by Business World, one of India’s leading
[2]
business magazines . The rating was based on a compilation of the

magazine’s annual survey of India’s Most Reputed Companies over the past

25 years. HUL is the market leader in Indian consumer products with

presence in over 20 customer categories such as Soaps, Tea, Detergents

and shampoos amongst others with over 700 million Indian consumers using

its products. It has over 35 brands. Sixteen of HUL’s brands featured in AC

Nielsen – Brand Equity list of 100 Most Trusted Branded Annual Survey

(2008) [3]. According to Brand Equity, HUL has the largest number of brands in

the Most Trusted Brands List. It is a company that has and in the consistently

had the largest number of brands in the Top 50 and in the Top 10 (with 4

brands). Hindustan Unilever distribution covers over 1 million retails outlets

across India directly and its products are available in over 6.3 million outlets

9
in India, i.e. nearly 80% of the retail outlets in India. It has 39 factories in the

country.

Two out of three Indians use the company’s products and HUL products

have the largest consumer reach being available in over 80 percent of

consumer homes across India.

The Anglo – Dutch company Unilever owns a majority stake (52%) in

Hindustan Unilever Limited. HUL was one of the eight Indian companies to be

featured on the Forbes list of World’s Most Reputed companies in 2007.

Brands

The company has a distribution channel of 6.3 million outlets and owns
[5]
35 major Indian Brands . Some of its brands include Kwality Wall’s ice

cream, Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam, Moti soaps, Pireit Water

Purifier, Lipton tea, Brookbond tea, Bru Coffee, Pespondent and Close Up

toothpaste and brushes, and Surf, Rin and Wheel laundry detergents, Kissan

squashes and jams, Annapurna salt and Atta, Pond’s talc’s and creams,

Vaseline loations, Fair & Lovely creams, Lakme beauty products, Clinic Plus,

Clinic All Clear, Sun silk and Dove shampoos, Vim dish wash bar, Ala bleach

and Domex disinfectant, Rexona, Modern Bread and Axe deo sprays.

Leadership

HUS has produced many business leaders for corporate India. It is

[Who?]
referred to as a ‘CEO Factory’ in the Indian press for the same reason.

It’s leadership building potential was recognized when it was ranked 4 th in the

10
Hewitt Global Leadership Survey 2007 with only GE, P&G and Nokia ranking

ahead of HUL in the ability to produce leaders with such regularity. [6][7][8]

Mission

Unilever’s mission is to add Vitality to life. We meet everyday needs for

neutrino, hygiene, and personal care with brands that help people well, look

good and get more out of life.

Present Stature

Hindustan Unilever Limited (HUL) is India’s largest Fast Moving

Consumer Goods Company, touching the lives of two out of three Indians with

over 20 distinct categories in Home & Personal Care Products and Foods &

Beverages. They endow the company with a scale of combined volumes of

about 4 million tones and sales of nearly a Rs.13718 crores. HUL is also one

of the country’s largest exporters; it has been recognized as a Golden Super

Star Trading House by the Government of India.

HUL’s brands - , Lifebuoy, Lux, Surf Excel, Rin , Wheel Fair & Lovely,

Pond’s Sunsilk, Clinic Plus, Pespondent , Close Up Laklme, BrookBond,

Kissan, Knorr–Annapurna, Kwality Wall’s – are household names across the

country and span many categories – soaps, detergents, personal products,

tea, coffee, branded staples, ice cream and culinary products. They are

manufactured over 40 factories across India. The operations involve over

2,000 suppliers and associates.

HUL’s distribution network, compressing about 4,000 redistribution

stockiest, covering 6.3 million retail outlets reaching the enters urban

population, about 250 million consumers. HUL has traditionally been a

company, which incorporates latest technology in all its operations. The

11
Hindustan Unilever Research Centre (HURC) was set up in 1958, and now

has facilities in Mumbai and Bangalore. HURC and the Global Technology

Centers in India have over 200 highly-qualified scientists and Technologists,

many with post – doctoral experience acquired in the US and Europe.

In 2001, the company embarked on an ambitious programme, Shakthi.

Through Shakthi, HUL is creating micro – enterprise opportunities for rural

women, thereby improving their livelihood and the standard of living in rural

communities. Shakthi also includes health and hygiene education through the

Shakthi Vani Programme, and creating access to relevant information through

the Shakthi community portal. The program now covers 15 states in India and

has over 45,000 women entrepreneurs in its fold, reaching out to 135,000

villages and directly reaching to 150 million rural consumers. By the end of

2010, Shakthi aims to have 100,000 Shakthi entrepreneurs covering 500,000

villages, touching the lives of over 600 million people.

GODREJ COMPANY PROFILE

Started in 1987 as a locks manufacturing company the godrej group is
today one of the most accomplished diversified business houses in India. A
Godrej’ success has been driven by the company’s commitment to delivering
innovation and excellence. Through the consistent application of this
commitment and a center of ethical business conduct, Godrej has craned an
unparalleled reputation of trust and reliability.

In 1930, Godrej because the first company in the world to develop the
technology to manufacture soap with vegetable oil; that spirit of innovation
has continued through the organization’s history. Today Godrej is delivering
consumers exciting innovation across spectrum of business. The company’s
pursuit of excellence is equally well established and enduring. In the 1944,

12
Mumbai docks blast, Godrej safes were the only security equipment whose
contents to expect from every product bearing the Godrej’s brand name.
Godrej management understands that the company’s greatest asset is the
trust and faith that consumers have reposed in it, and recognizes that the
company must continue to earn this trust, This translates to the organization
delivering outstanding quality and value in everything it does.

Godrej’ ethical visionary practices have allowed the company to

successfully expend into a number of businesses. Today Godrej is a leading
manufacturer of goods and provider of services in a multitude of categories
home appliances, consumer, durables, consumer products, and agro products
to name a few. A recent estimate suggested that 350 million people across
Indian us Godrej products. The group has more recently entered the real
estate and information technology sectors, and management views these as
avenues for enormous growth.

The godrej group stands in a strong position today. With a annual sales
in excess of $1 billion, a workforce a approximately 18,000 and strong
diversified portfolio, Godrej has proven its ability to deliver strong financial
performance.

RESEARCH METHODOLOGY
Methodology

A research design is purely and simply the framework (or) plan for a
study that guides the collection and analysis of the data. In consumer
survey,’s I here adopted this descriptive research design in collecting and
analyzing data.

Descriptive research design

Descriptive research design is one the at simply describes something

such as demo graphic characteristic of consumer who use products. The
descriptive study is typically guided by an initial hypothesis.

For example, an investigation of trends in consumption of Cinthol and

Lifebuoy with respects of socioeconomic characteristic such as age, sex,
occupation, income and so on would from a description study.

Sample techniques

13
 I have adopted convenience-sampling technique in our survey. In this
method, the sampling units are chosen primarily in accordance with the
investigation convenience.

Sample size

The total sample consists of 100 respondents who are living in and
around Dharmapuri town.

Data Collection Method

Data collection method is an act of collecting relevant and adequate

required for the research from the sample size. The researcher has both

primary and secondary data for this research.

Sources of Data Collection.

i. Primary data

ii. Secondary data

i. Primary Data

Primary Data are those data, which is collected newly for a particular

purpose. Here the data are first handed original data collected from the

people in Dharmapuri Town.

ii. Secondary Data

The research has used secondary data from company profile, industry

profile from internet, magazines, journals and newspapers.

Questionnaire design

There are four types of questionnaire design in which. We have

adopted the structured undistinguished questionnaire. In the structured

undistinguished questionnaires, questions are presented in exactly the same

words in the same order to all respondents. In the typical structured

14
undistinguished questionnaire, the questions as well as the responses

standardize. This is accomplished by employing fixed alternative, question in

which responses of the subject are limited to the stated alternative; such a

questionnaire facilitate easy administration tabulations and analysis.

Chapter scheme (or) Cauterization

The first chapter deals with introduction, scope of the study, objectives

of the study, Statement of the problem & limitation of the study.

The Second Chapter shows the profile of the company

The third chapter focuses on data analysis and interpretation

The last chapter deals with findings, suggestions and topic for future

research.

15
 OBJECTIVES OF THE STUDY
1. To study the comparative analysis between Cinthol and lifebuoy.

2. To study the consumer behaviour.

3. Reason for selection the particular brand.

4. Identify the advertisement effectiveness.

5. To know the awareness of the product.

SCOPE OF THE STUDY

The study converts the Dharmapuri town. I.e., the residents of

Dharmapuri are interviewed for our survey.

16
 From the study, the preference and problem of the consumer can be

met. Consumer view about the quality and quantity of the product can be

known. This study helps to me known the factor that influence the consumer

to buy the product and also helps to known about brand awareness the

necessary charge in product factors a that the consumer feed can be looked

into.

LIMITATION OF STUDY

1. The study is limited to the capacity and willingness of the employee

answer question approximately.

2. Since the period of study is short the sample size is restricted only 100

people

3. Lack of time is also one of the reasons for restricting the study to

conferred area and sampling.

17
 STATEMENT OF PROBLEM

Consumer research is the methodology used to study consumer

behaviour Give the fact that there are two major theoretical perspectives

concerning the study of consumer behaviour, it is not surprising to find the

there is a divergence in theoretical acceptation and to some extent in

research methodology between the positive approach and the strategic

management perspective was largely positive in their approach.

The research done by interpreter it’s, on the other hand, lends to be

qualitative and based on small samples, although they tend to view each.

Consumption station as unique nonreplicable interpretive seek to find

18
common patterns of operative values, meaning and behaviour across

consumption situation. Created problems during the time of research.

Limited of the study

1. Time limitation

2. Study limited to surveying only 100 respondents

3. Due to time limitation, number of question are restricted

4. Consumer’ point of view only takes in to account

5. This survey result only applicable for Dharmapuri town

REVIEW OF LITERATURE

Introduction:-

The main purpose of this chapter is to provide the review of literature

relating to this study along with research methodologies, which is depicting

the way in which the entire study has been made.

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

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

marketer in buying” 1

➢ Wholgast, E.H., Hashandsor wives makes

the purchase decision” Journal of marketing, October, 1958, P 151 – 158.

19
 “Buyer behaviors in all psychological social and physical behaviour of

potential customers on they become aware of evaluate, purchase consume

and tell other people about the products and service” 2

➢ Webster, Fredrick F. marketing for

manager, 1974.

“At any given time a person, may be faced with 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 motives is acted upon the first

motives representing wants and desire, lower in hierarchy, remain unsatisfied

at least temporarily”. 3

➢ Maslow A.H.Motiration and personality

1958, P 80 – 85.

Money, variety, acquisitiveness, rivalry, comfort, adornment,

cleanliness, companionship, collecting amusement, sensual gratification,

construction, aggrandizement, mental clubface, affections, social

achievements, ambitions, inhibitiveness.

“Reverence, Romance, Aesthetic tastes, Sex, limitations, Curiosity, self

preservation, sympathy, gratitude, patriotism and so on” 4

➢ Carter M.G. sales center craft P 171.

“The behaviour that consumer displaying search for purchasing using

and evaluating products, service and ideas which they expect in satisfy their

needs”. 5

➢ Sciffman, Lean G and Lesline Lazar knue,

Consumer Behaviour prentice hall 4 – 1978.

20
 “Many students have concentrated on finding the common factor that

more or less determines the buying pattern of consumers.

➢ Willians, Terrel G.Consumer behaviour

fundamentals and strategies west publishing company p.14 1984

“Various models have been built basically; consumer behaviour can be

explained by two approaches: and approach proposed by behaviorists who

view behaviour as 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’ that assumes the buyer to be highly intelligent rational

and utility oriented. This explains the ‘why’ and ‘how’ of the purchasing

process, the theories of buyer behaviour have been classified into two brand

categories.

a. Rational or substantive

b. Emotional or substantive

➢ Philip kotler, Marketing management,

Analysis, Planning and Control prentice hall pp 78.81.1976.

“A buyer is emption ally created i.e. The buyer buys on the impulse to

doesn’t have enough information about the products and does not make any

effects towards economic evaluations of the products usefulness, some of the

basic foundation of impulsive buying behaviour”.

➢ Oxenfeldt, Alfred R. Executive’s avocation

in marketing words worth publishing p.75 1996

“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 is random

21
or probabilistic. This means that the buyer is not looking for a particular brand

but picks up the brand that in either appealing or available. This is

probabilistic switching behaviour.

➢ Bass France M. the theory of stochastic

preference and brand a witching, journal of marketing research Vol II p

1- 20 Feb 1974

“The characteristic of the buyer himself there are other external

element that excerpts some degree of influence on the buyer.

➢ Weight, John Willish Winter Jr. and

sherliyn k. Ziegler advertising Mc Grow hill chapter 11. 1982

“Learning in the name given to change in an individual’s behaviour

arising from experience.

➢ Block, Carl and E Kenneth; J. Roering,

Essentials of consumer behaviour, day don press, p 406, 1976

“The system or individual attitudes behaviour & values that an

individual exhibits and that set him apart from others”

➢ Willioasn, tersely. op, cit p.93

“A belief in a descriptive though that person holds about something.

The belief may be based upon knowledge opinion or faith. Attitudes are

relatively enduring organization of feelings, beliefs and behaviour tendencies

towards other person, group, ideas or object”.

➢ Throndike, Edward L.I. The law of effect in

selected briefing from connectionist’s psychology

“Advertisements must recognize that an individual or business buyer is

not necessarily a rational buyer, emotional appeals are equally importance

22
that it makes the buyer feel good about buying the product. These emotional

aspects of Industrial, goods should not be ignored, even though rational

motives will usually dominate the industrial buying process”.

➢ Assael Henry consumer behaviour and

marketing action; Kent publishing Co. P 548, 1981

“New products’ special, colour, brochure packing styles etc, many

cause the consumer to give an attention to stimuli in an immediate sense”.

➢ Bettman Jamco R.An information

procession Theory of consumer choice addition wasley, P 97, 1979

“If the medium is the message, then the message these days the
word”.

➢ A Recent News Paper article:-

“Fulfill the needs of the target audience in ways that improve society of

a whole, while fulfilling the objectives of the organization.

➢ Leon G. Schiffmas, Leslie Lazer kanuk,

consumer behavior Ed sixth (1998) P. 17

DATA ANALYSIS AND INTERPRETATION

Once statistical data and other material have through together and

edited, survey data has clear tabulated, the final stages of analysis, and

interpretation involves identifying the trend and relationship fitting all the

reports items of the data into patterns, so that a meaningful picture finally

emerges.

23
 Marketing research on Consumer behaviour is a practical exercise

leading to specific decision and actions, regarding the Consumer behaviour

towards the product. Market survey is advantages in the sense that it helps to

identifying how the product can be modified to give it the strongest possible

competitive advantages.

Such as survey provides reliable answers to questions like,

1. What sort of people the user age?

2. How do they use the product?

3. Why they using the product?

Through Consumer survey we can provide answers to who, what, where

and when they type questions in marketing “why” in marketing research refers

to Consumers general in behaviour. The information derived from the

Consumer behaviour survey helps to know why people choose the particular

brand. Product development and brand promotion and other aspects can be

successfully accomplished. Only through the analysis and interpretation of

the information required through the surveys.

TABLE 1

SEX RATIO

SEX No. Of Respondents Percentage

Male 45 45

Female 55 55

Total 100 100

24
Source: Primary Data:-

The above table 1% shoes that percentage of the sex ratio 55% of the

respondents an under female category and the 45% of the respondents an

female for totally 100 respondents.

CHART 1

SEX RATIO

TABLE 2

AGE WISE

AGE No. Of Respondents Percentage (%)

Below 20 35 35

21 to 30 39 39

25
 31 to 40 14 14

Above 41 12 12

Total 100 100

Source: Primary Data

The above table 2 shows that the age wise Classification of total

respondents 39% of the respondents under the group of 21 – 30 and 35% of

the respondents under the group of below 20 and 14% of the respondents

under the group 31 – 40 and 12% of the respondents u under the group of

above 41.

CHART NO 2

AGE WISE

TABLE 3

26
 EDUCATION QUALIFICATON

Qualification No. Of Respondents Percentage

Illiterate 6 6

Below HSC 17 17

UG 48 48

PG 22 22

Other 7 7

Total 100 100

Source: Primary Data

INTERPRETATIONS:-

The above table 3 show that the Educational Qualification wise

classification of the total respondents 48% of the respondents under the

group of UG and 22% of the respondents under the group of PG and 17% of

the respondents under the group of bellow HSC and 7% of the respondents

under the group of other and 6% of the respondents under the group of

illiterate.

CHART 3

EDUCATION QUALIFICATON

27
 TABLE 4

OCCUPATION

Occupation No. Of Respondents Percentage (%)

Student 41 41

Govt. Services 17 17

Private Services 21 21

Business 14 14

Other 7 7

Total 100 100

Source: Primary Data

The above table 4 shows that the occupation wise classification of the

total respondents 41% of the respondents under the group of student and,

21% of the respondents under the group of Private pervade and 17% of the

respondents under the group of Govt. Services and the 14% of the

respondents under the group of business and the 7% of the respondents

under the group of other.

28
 CHART 4

OCCUPATION

TABLE 5

INCOME

Income No. Of Respondents Percentage (%)

Below 3000 25 25

3001 – 5000 24 24

5001 – 7000 19 19

Above 7001 32 32

Total 100 100

Source: Primary Data

The above table 5 shows that the income wise classification of the

total respondents 32% of the respondents under the group of above 7001 and

25% of the respondents under the group of below 3000 and 24% of the

29
respondents under the group of 3001 to 400 and the 19% of the respondents

under the group of 5001 to 7000.

CHART 5

INCOME

TABLE 6

SOAP USING

Soap No. Of Respondents Percentage (%)

Cinthol 45 45

Lifebuoy 22 22

Lux 15 15

30
 Hamam 18 18

Total 100 100

Source: Primary Data

The above table 6 shows that the soap using wise classification of the

total respondents 45% of the respondents under the group of Cinthol using

respondents and 22% of the respondents under the group of Lifebuoy using

respondents and the 15% of the respondents under the group of Lux and 18%

of the respondents under the group of Hamam

CHART NO 6

SOAP USING

TABLE 3.7

PERIOD OF USING SOAP

No. Of Percentage No. Of Percentage

Period
Respondents (%) Respondents (%)
Bellow 2
10 10 33 33
Year

31
 3 to 5 Years 28 28 28 28

6 to 8 Years 30 30 25 25

Above 9
35 35 14 14
Years

Total 100 100 100 100

Source: Primary Data

The above table 3.7 shows that the period of using soap wise

classification of the total respondents 35% of the respondents under the

above 9 Years Cinthol user and 14% of the respondents under the 6 to 8

Years Lifebuoy users and 10% of the respondents under the below 2 years

Lifebuoy users and 28% of the respondents under the 3 to 5 years Lifebuoy

users and 33% of the respondents under the below 2 years & 3 to 5 years

Cinthol users and the 25% of the respondents under the 6 to 8 years Cinthol

users.

CHART 3.7

PERIOD OF USING SOAP

32
 TABLE 8

SELECTING CINTHOL SOAP

Reason No. Of Respondents Percentage

Reasonable Price 18 18

Medicine quality 40 40

Flavor 23 23

Easy availability 9 9

Advertisement 6 6

Attractive Package 4 4

Other 0 0

Total 100 100

Source: Primary Data

The above table 8 shows that the selling soap wise classification of the

total respondents 40% of the respondents under the medicine quality and

23% of the respondents under the group of Flavor and 18% of the

respondents under the group of Reasonable price and 9% of the respondents

under the group of easy availability and 4% attractive package.

CHART 8

SELECTING CINTHOL SOAP

33
 TABLE 9

SELECTING LIFEBUOY SOAP

Reason No. Of Respondents Percentage

Reasonable Price 10 10

Medicine quality 25 25

Flavor 35 35

Easy availability 15 15

Advertisement 10 10

Attractive Package - -

Other 5 5

Total 100 100

Source: Primary Data

The above table 9 shows that the selecting Lifebuoy soap wise

classification of the total respondents 35% of the respondents under the

group of Flavor and 25% of the respondents under the medicine quality and

10% of the respondents under the group of Reasonable price and 15% of the

respondents under the group of easy availability & advertisement.

34
 CHART 9

SELECTING LIFEBUOY SOAP

TABLE 10

ADVERTISEMENT OF CINTHOL TO LIFEBUOY

Feel No. Of Respondents Percentage

Effective 39 39

Good 47 47

Non – effective 7 7

No idea 12 12

Total 100 100

Source: Primary Data:-

The above table 10 shows that the advertisement of Cinthol to

Lifebuoy wise classification of the total respondents 47% of the respondents

under the group of good and 39% of the respondents under the group of

effective and 12% of the respondents under the group of no ides and 7% of

the respondents under the group of non- effective

35
 CHART 10

ADVERTISEMENT OF CINTHOL TO LIFEBUOY

TABLE 3.11

ADVERTISEMENT OF LIFEBUOY AND CINTHOL

Feel No. Of Respondents Percentage

Effective 25 25

Good 35 35

Non – effective 25 25

No idea 15 15

Total 100 100

Source: Primary Data

The above table 3.11 shows that the advertisement of Cinthol to

Lifebuoy wise classification of the total respondents 25% of the respondents

36
under the group of effective and 35% of the respondents under the group of

good.25% of the respondents under the non – efective and 15% of the

respondents under the No idea.

CHART 3.11

ADVERTISEMENT OF LIFEBUOY AND CINTHOL

TABLE 3.12

OFFERS ISSUED AT THE CINTHOL COMPANY

Monthly Income No. Of Respondents Percentage (%)

Yes 67 67

No 33 33

Total 100 100

Source: Primary Data

37
 The above table 3.12 shows that the offers issued the Cinthol company

wise classification of the total respondents 67% of the respondents under the

group of yes and 33% of the respondents under the group of no.

CHART 3.12

OFFERS ISSUED AT THE CINTHOL COMPANY

TABLE 3.13

OFFERS ISSUED AT THE LIFEBUOY COMPANY

Monthly Income No. Of Respondents Percentage (%)

38
 Yes 77 77

No 23 23

Total 100 100

Source: Primary Data

The above table 3.13 shows that the offers issued the Lifebuoy

company wise classification of the total respondents 77% of the respondents

under the group of yes and 23% of the respondents under the group of no.

CHART 3.13

OFFERS ISSUED AT THE LIFEBUOY COMPANY

39
 TABLE 3.14

AVAILABILITY O CINTHOL SOAP

Feel No. Of Respondents Percentage (%)

Highly satisfied 45 45

Satisfied 35 35

No satisfied 8 8

No idea 12 12

Total 100 100

Source: Primary Data

The above table 3.14 shows that the availability of Cinthol soap wise

classification of the total respondents 45% of the respondents under the

group of highly satisfied and 35% of the respondents under the group of

satisfied and 12% of the respondents under the group of no idea and 8% of

the respondents no satisfied.

CHART3. 14

AVAILABILITY O CINTHOL SOAP

40
 TABLE 3.15

AVAILABILITY O LIFEBUOY SOAP

Feel No. Of Respondents Percentage (%)

Highly satisfied 40 40

Satisfied 30 30

No satisfied 15 15

No idea 15 15

Total 100 100

Source: Primary Data

The above table 3.15 shows that the availability of Lifebuoy soap wise

classification of the total respondents 40.% of the respondents under the

group of satisfied and 30% of the respondents under the group of highly

satisfied, 15% of the respondents under the no satisfied and 15% of the

respondents under the no idea.

41
 CHART 3.15

AVAILABILITY OF LIFEBUOY SOAP

TABLE 3.16

PACKING STYLE OF CINTHOL SOAP

Feel No. Of Respondents Percentage (%)

Nice 30 30

Good 33 33

Better 30 30

Bad 7 7

Total 100 100

Source: Primary Data

The above table 3.16 shows that the packing style of Cinthol soap wise

classification of the total respondents 33% of the respondents under the

group of good and 30% of the respondents under the group of nice and 30%

42
of the respondents under the group of better and the 7% of the respondents

bad.

CHART 16

PACKING STYLE OF CINTHOL SOAP

TABLE 3.17

PACKING STYLE OF LIFEBUOY SOAP

Feel No. Of Respondents Percentage (%)

Nice 45 45

Good 35 35

Better 15 15

Bad 5 5

Total 100 100

43
Source: Primary Data

The above table 3.17 shows that the packing style of Lifebuoy soap

wise classification of the total respondents 45% of the respondents under the

group of nice and 35% of the respondents under the group of good, 15% of

the respondents under the group of better and 5% of the respondents under

the group of bad.

CHART 3.17

PACKING STYLE OF LIFEBUOY SOAP

TABLE 3.18

RANK SATISFACTION PRICE

44
 No. Of Percentage No. Of Percentage
Period
Respondents (%) Respondents (%)
Highly
42 42 38 38
Satisfied

Satisfied 41 41 35 35

Dissatisfied 6 6 12 12

Highly
11 11 15 15
Dissatisfied

Total 100 100 100 100

Source: Primary Data

The above table 3.18 shows that the rank satisfaction price wise

classification of the total respondents 100% of the respondents under the

group of highly satisfied Lifebuoy respondents and 42% of the respondents

under the group of highly satisfied Cinthol respondents and 41% of the

respondents under the group of satisfied Cinthol respondents and 6% of the

respondents under the group of satisfied Lifebuoy respondents and the 11%

of the respondents under the group of dissatisfied Cinthol respondents.

CHART NO 3.18

RANK SATISFACTION PRICE

45
 TABLE 3.19

RANK SATISFACTION QUALITY

No. Of
No. Of Cinthol Percentage Percentage
Rank Lifebuoy
Respondents (%) (%)
Respondents
Highly
65 65 61 61
Satisfied

Satisfied 35 35 28 28

Dissatisfied 0 0 11 11

Total 100 100 100 100

Source: Primary Data

Inference:-

The above table 3.19 shows that the rank satisfied quality wise

classification of the total respondents 61% of the respondents under the

group of highly satisfied Lifebuoy respondents and 65% of the respondents

under the group of highly satisfied Cinthol respondents and 35% of the

respondents under the group of satisfied Cinthol respondents and the 28% of

the respondents under the group of satisfied lifebuoy respondents. None of

the respondents under the group of dissatisfied with Cinthol and the 11% of

the respondents under the group of dissatisfied with lifebuoy.

46
 CHART 3.19

RANK SATISFACTION QUALITY

TABLE 3.20

RANK SATISFACTION FLAVOUR

No. Of Percentage
No. Of Cinthol
Rank Percentage (%) Lifebuoy (%)
Respondents
Respondents

Highly Satisfied 48 48 52 52

Satisfied 42 42 37 37

Dissatisfied 10 10 11 11

Total 100 100 100 100

Source: Primary Data

The above table 3.20 shows that the rank satisfaction flavor wise

classification of the total respondents 52% of the respondents under the

group of highly satisfied with Lifebuoy and 48% of the respondents under the

47
group of highly satisfied Cinthol respondents and 42% of the respondents

under the group of satisfied Cinthol respondents and 37% of the respondents

under the group of satisfied Lifebuoy respondents and 11% of the

respondents under the group of dissatisfied Lifebuoy respondents and the

10% of the respondents under the group of dissatisfied Cinthol respondents.

CHART 3.20

RANK SATISFACTION FLAVOUR

TABLE 3.21

RANK SATISFACTION FRESHNESS

No. Of
No. Of Cinthol Percentage Percentage
Rank lifebuoy
Respondents (%) (%)
Respondents
Highly
36 36 38 38
Satisfied

48
 Satisfied 48 48 42 42

Dissatisfied 16 16 20 20

Total 100 100 100 100

Source: Primary Data

Inference:

The above table 3.21 shows that the rank satisfaction freshness wise

classification of the total respondents 42% of the respondents under the

group of satisfied lifebuoy respondents and 48% of the respondents under the

group of satisfied Cinthol respondents and 36% of the respondents under the

group of highly satisfied Cinthol respondents and 38% of the respondents

under the group of highly satisfied Lifebuoy respondents and 16% of the

respondents under the group of dissatisfied Cinthol respondents and the 20%

of the respondents under the group dissatisfied Lifebuoy respondents.

CHART 3.21

RANK SATISFACTION FRESHNESS

49
 TABLE 3.22

RANK SATISFACTION AVAILABILITY

No. of
No. of Cinthol Percentage Percentage
Rank Lifebuoy
Respondents (%) (%)
Respondents
Highly
42 42 55 55
Satisfied

Satisfied 58 58 33 33

Dissatisfied 10 10 12 12

Total 100 100 100 100

Source: Primary Data

From the above table 3.22 shows that the rank satisfaction availability

wise classification of the total respondents 42% of the respondents under the

group of highly satisfied Cinthol respondents and 58% of the respondents

under the group of satisfied Cinthol respondents, 10% of the respondents

under the group of dissatisfied Cinthol respondents and 55% of the

respondents under the group of highly satisfied Lifebuoy respondents and

33% of the respondents under the group of satisfied Lifebuoy respondents,

12% of the respondents under the group of dissatisfied Lifebuoy respondents.

50
 CHART 3.22

RANK SATISFACTION AVAILABILITY

TABLE 3.23

RANK SATISFACTION COLOR

No. of
No. of Cinthol Percentage Percentage
Rank Lifebuoy
Respondents (%) (%)
Respondents
Highly
42 42 48 48
Satisfied

Satisfied 40 40 35 35

Dissatisfied 18 18 17 17

Total 100 100 100 100

Source: Primary Data

From the above table 3.23 shows that the rank satisfaction color wise

classification of the total respondents 48% of the respondents under the

group of highly satisfied Lifebuoy respondents and 42% of the respondents

under the group of highly satisfied Cinthol respondents and 35% of the

respondents under the group of satisfied Lifebuoy respondents and 40% of

51
the respondents under the group of satisfied Cinthol respondents and 18% of

the respondents under the group of dissatisfied Cinthol respondents and the

17% of the respondents under the group of dissatisfied with Lifebuoy.

CHART 3.23

RANK SATISFACTION COLOR

CHAPTER – IV
FINDINGS
Findings:

➢ The study conducted under the title, A comparative study on

consumer behaviour towards and Lifebuoy, interpreted the following

and result after a deep analysis of the data collected. The Findings

are as follows.

52
Cinthol

➢ In the classification of respondents made under sex wise, among the

respondents female is highest.

➢ The study on the basis of education qualification, Amount of the 48

respondents of UG.

➢ The study on the basis of age group. Among the 100 respondents

39% of the respondents fall under 21 – 30 age group.

➢ The study on the basis occupation. Among the 100 respondents 41%

of the respondents fall under student.

➢ Most of the respondents having Cinthol Soap category.

➢ The most of the respondents told that the Cinthol soap used by the

period of more fears.

➢ Maximum of the respondent’s preference by the Cinthol Soap.

➢ Most of the respondents say about the good advertisement for

Cinthol Soap.

Lifebuoy

➢ In the classification of respondents made under sex wise, Among the

respondents female is highest.

➢ The study on the basis of education qualification 48% of the

respondents of UG.

➢ Lass respondents having Lifebuoy Soap

➢ The study on the Basic of Lifebuoy Soap selecting respondents

38.09% of the flavor.

53
 ➢ Most of the respondents say about effective advertisement for

Lifebuoy Soap.

SUGGESTIONS

 Respondents who have used Lifebuoy are less reason is low quality

compare to Cinthol. There should compare the quality to the Lifebuoy.

 Most of respondents felt that price of Lifebuoy soap is high compare to

Cinthol soap. There for discount of offer may be provided to consumer

 Most of the respondents are told that advertisement of Cinthol soap

satisfied and effective compare to Lifebuoy.

 Most of the respondents are told that the package of Cinthol is nice

compare to Lifebuoy

54
 Most of the respondents are felt that the flavor of Cinthol and Lifebuoy

soap are satisfied.

 Most of the respondents are told that the freshness of Cinthol is

satisfied compared to Lifebuoy soap.

 Most of the respondents are felt that the availability and color of Cinthol

and Lifebuoy soaps are satisfied.

CONCLUSION

The study reveals in total about how the consumer where reacted

towards cinthol and lifebuoy bath soap. An inn has been found with help of

percentage the relationship among many attributes of the product and

feelings of respondents. Most of them viewed that the quality was

excellent.

Even though the consumer behaviour concept looks very compel,

this study has attempt at its best to reveal more about that, which will

ultimately helpful to the manufacturer, consumers, and readers to know

more about the feelings of the users towards cinthol and lifebuoy bath

soap. As a result, the market segment of cinthol and lifebuoy can be

widened.

55
 BIBLIOGRAPHY

 Wholgast, E.H., “Do Hashandor wives make the purchase

decisions” Journal of marketing, October 1958, PP 151 – 158.

 Webstar, Fredrick F. Marketing for Manager, 1947 P.

 Maslow A.H. Motivation and Personality 1954, PP, 80 – 85.

 Carter. M.G. Sales Conter Crafi PIII

 Sciffman, Leon G and Lesline Lazar Knuk, Consumer behaviour.

 Williams, Terrel G. Consumer behaviour, Fundamentals and

strategies west publishing company, P 14, 1982.

 Philip Kotler, Marketing Mgt. Analysis, planning and control pretice

hall PP 74 – 81, 1976.

 O x e n f e l d t , A l f r e d R . E x e cu t i v e s a v o c a t i o n i n m a r k e t i n g w o r d s

w o r t h p u b l i sh i n g P . 7 5 , 1 9 9 6 .

 Bass Frank M. The theory of stochastic preference and brand

switching journal of marketing research vol II P – 20, Feb 1974.

 Wight, John Wills L. Winter Jr. and Sherilyn K Ziegler advertising,

Mc Grow Hill chapter II, 1982.

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 Block, Carl E and Kenneth, J. Roering, Essentials of consumer

behaviour, Drydan press, P. 406, 1976.

 Williams, terrel g. Op. cit P 93.

 Throndike, Edward L.I. The law of effect in selected bruiting from

connections – Psychology.

Assael, Henry, Consumer behaviour and marketing action; Kent

Publishing Co, m P 548, 1981.

A study on consumer behavior towards with special reference

to Cinthol and Lifebuoy in Dharmapuri Town.

1. Name of the Respondent

2. Sex

(a) Male (b) Female [ ]

[ ]
3. Age

(a) Below 20 [ ] (b) 21 – 30 [

]

31 – 40 [ ] 41 and above [
]
4. Educational qualification

(a) Illiterate [ (b) HSC [ ]

]

(c) UG [ PG [ Other [ ]
] ]
5. Occupation

(a) Student [ ] (b) Govt Private [ ]

[ ]

57
 (c) Business [ ] (d) Others [ ]
6. Monthly Income

(a) Below 200 (b) 2001 to 5000

[ ] [ ]

(c) 5001 to 7000 (d) 7001 and above

[ ] [ ]
7. How long are you using these brands

(a) Below 2 years (b) 3 to 5 years [ ]

[ ]

(c) 6 to 8 years (c) above 9 years [ ]

[ ]
8. Which one you are using as a bath soap?

(a) Cinthol [ ] (b) Lifebuoy[ ]

(c) Lux [ ] (d) Hamam [ ]

9. Have seen any Advertisement of Cinthol & Lifebuoy?

(a) Yes [ ] (b) No [ ]

If yes through which media

(a) News paper [ ] (b) Magazines [

]

(c) Television [ ] (c) Banners [ (c) Others [ ]

]

10. What is the reason for buying it?

(a) Reasonable price (b) Medicine quality [ (c) Flavor

[ ] ] [ ]

(d) Easy availability [ (e) Advertisement [ (f) Attractive packing [

] ] ]

(g) Other
[ ]
11. Status the overall performance level of Cinthol & Lifebuoy

(a) Good [ ] (b) Fair [ ]

58
 (c) Poor [ ] (d) Bad [ ]
12. Which quantity Cinthol & Lifebuoy do you purchase?

(a) 35gm [ ] (b) 75 gm [ ] (c) 80 gm [ ]

(d) 90 gm [ ] (e) 100 gm [ ] (f) 108 gm [ ]

13. How often do you purchase if

(a) Daily [ ] (b) Once in a week [ ]

(c) fortnightly [ ] (d) One in a month [ ]

14. Rank your opinion about the following Facilities?

Satisfaction Highly
Satisfied Not satisfied
Factor Satisfaction

(a) Price

(b) Quality

(c) Flavor

(d) Freshness

(e) Availability

(f) Colour

15. Would you like to give any suggestion towards Lifebuoy and Cinthol?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Thank you

59