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Your title Submitted to Bharathiar University, Coimbatore in Partial fulfillment of the requirements for the award of the degree

of MASTER OF BUSINESS ADMINISTRATION Submitted by LATHA. M (Reg.No: 0835F0969) Under the guidance of Mr. V. KANNAN BE., MBA.,

COLLEGE OF ARTS AND SCIENCE DEPARTMENT OF MANAGEMENT SCIENCE (Affiliated to Bharathiar University) Behind Nava India, Coimbatore-641028.

CERTIFICATES
HINDUSTHAN COLLEGE OF ARTS AND SCIENCE DEPARTMENT OF MANAGEMENT SCIENCE
(Affiliated to Bharathiar University) Behind Nava India, Coimbatore-641028. CERTIFICATE

This is to certify that the project work entitled A Study on Quality of Work Life with special reference to blue collar workers of Alagendira Exports, Tirupur is a bonafide record of work done by LATHA. M (Reg. No: 0835F0969) submitted in partial fulfillment for the award of the degree of Master of Business Administration, Bharathiar University, Coimbatore during the academic year 20082010. -----------------------------Signature of the Director Submitted for the University Examination (Viva Voce) held on _____________. -------------------------------------------------------------------------------------Signature of the Internal Examiner Examiner Place: Coimbatore Date:

Signature of the External

DECLARATION
DECLARATION
I, LATHA. M (Reg. No: 0835F0969) currently pursuing MBA programme in DEPARTMENT OF MANAGEMENT SCIENCE, HINDUSTHAN COLLEGE OF ARTS AND SCIENCE, hereby declare that the project work entitled A Study on Quality of Work Life with special reference to blue collar workers of Alagendira Exports Tirupur submitted to Bharathiar University, Coimbatore in partial fulfillment of the requirements for the award of the degree of Master of Business Administration is a bonafide record of work done by me under the guidance of Mr. V. KANNAN, BE,MBA, Faculty, DEPARTMENT OF MANAGEMENT SCIENCE, HINDUSTHAN COLLEGE OF ARTS AND SCIENCE, Coimbatore. To the best of my knowledge, the work reported herein does not form a part of any other thesis or work on the basis of which a degree or award was conferred on an earlier occasion.

Place : Date :

Signature of the Researcher.

ACKNOWLEDGE MENT
ACKNOWLEDGEMENT

I take great pleasure in acknowledging some noble hearts for lending their helping hand in the successful completion of my project. I acknowledge all those who helped me directly and indirectly for the successful completion of this project work. I express my sincere thanks to Prof. R.K. Jayaprakash, MBA., M.Phil., D.L.L.A., Director, Department of Management science, Hindusthan college of arts and science, for his sincere support in my endeavors. I am immensely thankful to my guide, Mr. V. KANNAN, BE., MBA., Faculty, Department of Management science, Hindusthan college of Arts and Science, for suggesting this area of study and for extending an excellent guidance through out the course of this project work. I wish to express my sincere gratitude and thanks to our beloved Principal Dr. N. BALUSWAMI, M.Cop., MBA., PhD., D.Ed., and Management for giving me an opportunity to do the project work. I also express my thanks to all the faculties of Department of Management science for their valuable guidance through out the course of the project. I am indeed grateful to the Human Resource manager of Alagendira Exports, Tirupur, Mr. A. Raaja, M.A., DPM,IR-HR,BAL., for having provided with necessary information that helped me in the prompt completion of the project. Last but not least I thank all my friends and family members for giving me a constant support for the completion of the project.

TABLE OF CONTENTS
CHAPTER
ABSTRACT LIST OF TABLES I LIST OF CHARTS INTRODUCTION

TITLE
ACKNOWLEDGEMENT

PAGE NO
i ii iii iv 1 13 21 22 24 55 57 59

II III IV V VI VII VIII IX

REVIEW OF LITERATURE OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS OF THE STUDY SUGGESTION AND RECOMMENDATIONS,CONCLUSION SCOPE AND LIMITATIONS ANNEXURE 1.BIBLIOGRAPHY 2.QUESTIONNAIRE

60 61

LIST OF TABLES S.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 TABLE NAME Table showing age of respondents Table showing Occupation of respondents Table showing income of the respondent Table showing Visited Years of the respondent Table showing Fresh agricultural products of the respondent Table showing Compare to Uzhavar Santhai towards other Markets & shops Table showing Opinion about the Price By the respondents Table showing Quality of the agricultural products Table showing Features of Uzhavar Santhai Table showing Benefit to the farmers and customers in Uzhavar Santhai Table showing Table showing Table showing Table showing Features to improve Uzhavar Santhai scheme Uzhavar Santhai with reference to singanallur branch Weighing system in Uzhavar Santhai Uzhavar Santhai quantity when comparing to the other Page No 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

shops & markets Table showing The other facilities in Uzhavar Santhai Table showing Factors that influences customers to buy Agricultural products in Uzhavar Santhai Table showing Agricultural products offering in Uzhavar Santhai to customer centric products Table showing Very useful for all kind of peoples in Uzhavar Santhai Table showing crches benefit to children Table showing Transport facilities available in Uzhavar Santhai At singanallurbranch Table showing Tamilnadu Government schemes is this Uzhavar Santhai is agreeable

LIST OF CHARTS S.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 CHART NAME Table showing age of respondents Table showing Occupation of respondents Table showing income of the respondent Table showing Visited Years of the respondent Table showing Fresh agricultural products of the respondent Table showing Compare to Uzhavar Santhai towards other Markets & shops Table showing Opinion about the Price By the respondents Table showing Quality of the agricultural products Table showing Features of Uzhavar Santhai Table showing Benefit to the farmers and customers in Uzhavar Santhai Table showing Features to improve Uzhavar Santhai scheme Table showing Uzhavar Santhai with reference to singanallur branch Table showing Weighing system in Uzhavar Santhai Table showing Uzhavar Santhai quantity when comparing to the other shops & markets Table showing The other facilities in Uzhavar Santhai Table showing Factors that influences customers to buy Agricultural products in Uzhavar Santhai Table showing Agricultural products offering in Uzhavar Santhai to customer centric products Table showing Very useful for all kind of peoples in Uzhavar Santhai Table showing crches benefit to children Table showing Transport facilities available in Uzhavar Santhai At singanallurbranch Table showing Tamilnadu Government schemes is this Uzhavar Santhai is agreeable Page No 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

A STUDY ON CONSUMER SATISFACTION ON DETTOL WITH SPECIAL REFERENCE TO COIMBATORE CITY

INTRODUCTION Why I chosen this study

Dettol the most antiseptic product introduced by the marketers, and is an anti-bacterial soap that provides superior longer lasting germ protection. Safeguard helps protect your family from germs which are found. So this study makes me inspire to study the customer satisfaction the major role in the product marketing. Importance of the study

Customers have a major role to play in our business. Satisfying a customer is the most difficult part. No matter how big or small the business is customer satisfaction will be one of our top priorities. To achieve customer satisfaction we have to do so many things. One of the most important things is to have a very good customer service. We must know how to and what we should do in order to improve the customer satisfaction of our company. Many of us have heard of the current trend for businesses to become 'customer-centric', that is, to put the customer at the centre of our business in terms of our strategies, actions and processes. For most of us, old truths still hold good, such as it's easier and more profitable to sell to existing customers than to find new ones. In practice, organisations are increasingly setting themselves strategies to measure and ensure customer retention, and charging their staff to be more customer-focused and service-oriented. Many organisations now approach the 'lifetime value' of customers (calculated as the typical number of purchases per year multiplied by the average purchase value multiplied by the expected number of years of the customer relationship) and seek to increase it. So we come to the conclusion that the customer satisfaction is the most important in all business I prefer on Dettol products.

HISTORY AND BACKROUND


Reckitt Benckiser was formed on 3 December 1999 as a result of the merger with Reckitt & Colman plc and Benckiser N.V. It is headquartered at Berkshire, United Kingdom. Worldwide, the company has a leading position in household cleaning and health & personal care. Reckitt Benckiser products are sold in 180 countries and they have operations in 60 countries. Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health and personal care to customers and consumers, whatever they may be for the ultimate purpose of creating shareholder value. The Company's principal activities are manufacturing and distributing a wide range of household and personal products. Reckitt Benckiser products are sold in 180 countries and they have operations in 60 countries. Products of the Company include antiseptics, toilet care products, shoe care products, mosquito repellants and personal health care products. The Company manufactures the Dettol branded antiseptics, soaps, talc, medicated creams and medicated plasters, Disprin analgesic tablets, Lizol floor cleaner, Mortein mosquito repellants and rat killer, Robin power, Harpic lavatory care product, Cherry shoe polish and Collin glass cleaner. Background Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brands performance in its 75th year of existence to formulate a three-year plan. Dettols growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid hand wash, liquid body wash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with share showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettols overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Hand wash, Body wash). The team knew that it had to address various challenges to achieve its ambitious target viz.consumers saw the need for germ kill only

in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth. ORGANIZATION STRUCTURE

Founder

Corporate management committee

Chairman & board Directore

Divisional head officers & Sales CEO

Divisional CEOS & Regional

At the top are Founder and Board of Directors, who are responsible for the strategic supervision of Dettol, its wholly owned subsidiaries and their wholly owned subsidiaries. The Nescafe board is a balanced board comprising Executive and Non-Executive Directors. The Board ensures that the Company has clear goals relating to shareholder value and its growth. It sets strategic goals and seeks accountability for their fulfillment. There are four board committees, namely, the Audit Committee, the Nominations Committee, the Compensation Committee and the Investor Services Committee. At the second level is the Corporate Management Committee, which is responsible for the strategic management of the company's businesses within Board-approved direction/framework. It comprises all the Executive Directors and three or four key senior members of management.

Third level consists of divisional CEOs of each business assisted by their own divisional management committees. Corporate Functions of the Executive Management Team includes Planning and Treasury, Accounting, Legal, Secretarial, Human Resources, Communications, Internal Audit and Information Technology.

The companys organizational structure and governance processes are designed to support effective management of multiple businesses while retaining focus on each of them." This three-tier governance structure ensures that: For and on behalf of the shareholders the company believes in incorporating strategic governance in its work culture so as to ensure that despite being free from involvement in the task of strategic management of the Company, it can be conducted by the Board with objectivity, thereby sharpening and ensuring accountability of management; With mundane tasks of everyday executive management being delegated the management remains focused on issues of immediate importance; The Executive management of the individual businesses that are free of handling strategic management responsibilities of Dettol as a whole is then able to channelize their energies and time in enhancing the effectiveness and overall growth of their individual units.

Corporate Governance as defined by Dettol is a systemic process by which companies are directed and controlled to enhance their wealth-generating capacity. A company employs vast sums of societal resources during this process of wealth generation. Dettol is of the firm belief that the governance process being followed should ensure that these resources are used optimally to meet the aspirations of its stakeholders and society. This is further reflected in the deep commitment of the company to

contribute to the Triple Bottom Line, which is the development of the nations economic, ecological and social resources. The company believes in empowering the executive management. But corporate governance ensures a system of checks and balances to ensure that these powers that are bestowed upon the executive management are used in a responsible manner so as to meet shareholder and societal expectations. The core strengths of Dettol's governance philosophy are trusteeship, transparency, empowerment and accountability, control and ethical corporate citizenship. The practice of each of these creates the right corporate culture that fulfils the true purpose of Corporate Governance. Overall, the structure of Dettol has high complexity because of horizontal differentiation within the organization. The most visible evidence is that of specialization and departmentation. Complexity also increases because of spatial differentiation.

The Dettol Code of Conduct, as adopted by the Board of Directors, is applicable to all Directors, senior management and employees of the Company. This Code is derived from three interlinked fundamental principles, viz. good corporate governance, good corporate citizenship and exemplary personal conduct. The Code covers Dettol's commitment to sustainable development, concern for occupational health, safety and environment, a gender friendly workplace, transparency and auditability, legal compliance, and the philosophy of leading by personal example. Since non-adherence to the code is brought to the attention of the immediate reporting authority, formalization is also there in Dettol.

Decision-making is decentralized, as the company believes in giving executive freedom to the management to drive the enterprise forward without undue restraints but this freedom of management should be exercised within a framework of effective accountability.

Mission Reckitt Benckiser's objective is to generate above industry average profitable growth by: Focusing on building the power brands in high growth categories Geographic expansion of the portfolio Continuous innovation Higher investment in brand building Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns to shareholders. Selective add-on acquisitions vision Sustain Dettol position as one of India's most valuable corporations through world-class performance. Create growing value for the Indian economy and the Company's stakeholders.

ABOUT THE PRODUCT


I.BRAND NAME Dettol Liquid Soap today is the leader in the Indian hand wash liquid soap category. Dettol - The very name brings to mind a brand synonymous with health and hygiene. Most of us would have used the antiseptic lotion at sometime or the other, be it as an additive in water with our daily bath, cleaning the floor of the house, as an after-shave or simply to clean wounds/burns. Indeed such is the top-of-the-line recall of this brand that its been unfailingly named as one of the 20 most popular brands in India for the last 2 decades. The Dettol brand today is the most trusted brand in India and is regarded across the country as the Gold Standard in protection. Dettol products are available across all metros and towns and villages in over 15 lakhs outlet. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the

antiseptic liquid which offers protection in so many different forms. Dettol packaging is distinct in its very own way. The green & white colors are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it continues to command a dominant market share of 85%, its revenue growth is significantly driven by its presence in the other product categories of toilet soaps(or bar soaps), Liquid hand wash, Body wash, Shaving Cream and Plasters too. Each of these markets are at varying stages of evolution, so while in one market the brand- as the leader- had the responsibility of driving overall market growth, in other markets, the brand strategy had been to garner share. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiated by Dettol trusted promise

PRODUCT ATTRIBUTES Although it was being used in hospitals and nursing homes for first aid and uses like cleaning wards, washing linen, etc. Consumers were also using it disinfectant like Lux, Palmolive, etc. The peculiar odor of Dettol is one of the most omnipresent smells in dispensaries, Clinics and hospitals. And as an antiseptic germ-killer and a potent disinfectant, Dettol Must is unparalleled in medical history. being usable for different kinds of skins, Dettol can also be used safely during seasons without any negative effects. Much other soap has this effect of different

for bathing, mopping, shaving and other secondary purposes. The price at which the soap sells is almost at par with other premium bath soaps

inducing skin to peel off during winters which is not the case with Dettol. For people with sensitive skin Dettol has also introduced its variant Dettol Skincare

The tagline be 100% sure acts as a unique selling point for its varied products. It manages to gain the confidence of consumers such that they are certain that by using Dettol they remain germ free totally. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Longitivity

DETTOL AND ITS COMPETITORS The antiseptic liquid market The antiseptic liquid market in India is dominated by Dettol antiseptic liquid, which has close to 85% share. Johnson & Johnson savlon is the other significant player with a market share of 13%. A few years back, this market saw introduction of sutbol brand antiseptic liquid from G.D. Pharma. Dettol antiseptic liquid is under pricing control of the government authorized body. The studies showed that while first aid used in the house holds bad a near 100% penetration, many bromes were using it for secondary purposes. OTHER PLAYERS IN THE ANTISEPTIC LIQUID MARKET Savlon: It is the key direct competitor in the antiseptic liquid market. It was launched with no sling with Savlon campaign. It attempted to pull the customers base towards its product promise of non sling. In feb 2005, it started with a new 70% doctors prefer Savlon advertisement with heavy media support. Suthol: G.D. pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of West Bengal, which was positioned on soothing sensation, from irritation due to prickly beat, mosquito bites, after-shave, etc. in 2007, the brand was rolled out to other states, with heavy media support in Delhi & West Bengal, but little success beyond East.

THE BAR SOAP MARKET


The Indian bar soap market has a large number of players that use different appeals to connect with their consumers. The market can be classified into about ten different appeals such as Beauty, Health, Fairness, Freshness, Herbal, etc. While the market is dominated by beauty players (52%share), health platform constitutes approximately 23% of the total market Dettol Soap was launched in India in the early 80s. The launch was based on consumer feedback on Dettol Antiseptic Liquid, where secondary usage of the product always came up. Since many consumers used Dettol in their bath water, the company thought of offering Dettol in a more convenient form of soap. Variants in bath soap category are Dettol Original, Skincare and Cool. The stronghold and dominance of the brands and their distribution, varies across regions and urban and rural markets brands are strong across the market, others have their strongholds in only some of the regions in the country. Dettol variants have contributed incrementally to Dettol soap sales and now make up about 25% of total Dettol soap sales. However, given its heritage and years of existence, Dettol Original Soap continues to be the lead variant, and top of mind when it came to Dettol Soaps. Key Players in the soap market: Lifebuoy: Post a major positioning change in 2002 from male victorious health to family health in the bar soap market, Lifebuoy re-launched itself in March 2004 with improved product and new claim of 100% better germ protection, and since then has been trying to make strong its equity on germ protection through various communication and new product launches. In February 2005, Lifebuoy has launched a new campaign adding a layer of social good in its communication with a tagline of Have no Fear. In November 2007, another new ad was launched comparing vs. beauty soaps in general. Lux: It re-launched itself in 2004, with better packaging graphics and upgraded variants in line with the global range. It was highly visible on-air with a range of Aishwarya Rai copies. Post decline of share in early 2005, Lux launched a new campaign in Sep 2005 with Shahrukh Khan and four prominent film actresses to commemorate 75 years of Lux,

via special Promo packs & new pack graphics. In Feb 2007, it again launched a new campaign, Surat bhi, Khoobsurat bhiIt launched new variant copies in 2008 (Peach cream & Strawberry cream) offering fruit based skin care. Savlon: In the soap category, it is positioned on the Gentle Protection proposition. Its share has remained flat at 0.6% over the years.

THE LIQUID HANDWASH MARKET


Dettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap for cleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format for hand wash. In hand washing, the need for germ protection is top most on consumers mind. The size of the liquid hand wash market is relatively small Rs. 59 Crores by end of 2007. The key reasons for low penetration of the category are expensive/low value for money. Amongst users, the motivators are protection from germs followed by convenience of use. Given category building efforts, the penetration has been showing a steady increase. The segment is broadly split in two formats: i) Dispensing Format: Pump Packs ii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr) The category evolution has been based on the increasing penetration of the Pump pack over a period of time. The dispensing pack dominated the market with over 60% contribution (2005).A large base of consumers still re-purchases the Pump pack instead of using a refill pack. In building the segment, Dettol has played the role of the market leader and the innovator. In 2005, it was the first player to launch the Pouch refill pack. As the market evolved and the Pouch refill segment grew, all the other competitors entered the pouch refill segment in 2007. Similarly, the latest product innovation offering from Dettol has been the launch of the small pump pack, at a lower pick up price, in the first quarter of 2007. There are

multiple product innovation opportunities from the international stable of Dettol hand Wash which the brand team is evaluating for future launch. As per consumer research, the number 1 category driver for hand washing has been need for protection from germs. Additionally, consumers look for product attributes like nice fragrance and softness. Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive. Dettol major competitors in this segment Lifebuoy: It became a serious player in Liquid hand wash market in 2006. Its share went up from 9.3% to 19.8% for the year 2007. Positioned on a protection from germs platform it carries the tagline of have no fear in the Liquid hand wash segment too. Other than Dettol, it is so far the only significant player that invests in the category. With media support and strong promotional support, supporting its re-launch, it has made quick gains in this segment. Fem: Fem, from Ivory chemicals, was historically the key brand in liquid soap category. It used to be the strong number two brand until recently. However, it has lost share heavily since the Lifebuoy Hand wash re-launch. The brand is positioned on the platform of soft hands and moisturizing care of Fem. In 2007, it launched a premium range of products under a sub brand of Fem Cool Angel. Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. The traditional liquid product is a light yellow colour, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture, with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted during use.

Diluted Dettol can also be used to treat acne in small quantities, but it must not come into contact with eyes, mouth, or nasal passage. Its topical application is a remedy for boils (skin abscess)Like other household cleaners, Dettol is poisonous and should not be ingested. In an extreme case, a forty-two-year-old British man died from Dettol overexposure in May 2007. The company ran a controversial advertising campaign where it claimed that your toilet seat was cleaner than kitchen work surfaces. It was forced to withdraw the campaign.

REVIEW OF THE LITERATURE The target markets analysis of Dettol products is: Geographic location Include almost all Urban; suburban; small town; and some rural areas of Pakistan Demographics Gender Male; female mainly mothers Age 18years to 45 years Socioeconomic status Mainly targeting middle class and upper middle class in urban and sub-urban areas primarily cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g.Wholesale) Psychographics Young housewives and mothers who care about the health and well being of her family.

MARKET NEEDS (QUALITY CRAFTSMANSHIP, INNOVATIVE DESIGNS, CUSTOMER SERVICE) RB is conscious of the changing consumer needs and trends and is constantly conducting market research to assess opportunities and threats. Quality of the product is the number 1 priority as well as research on new variants. The next planned variant is Dettol Herbal soap. In addition, a new customer hotline has also been added to get instant feedback on product use, problems and activities. MARKET TRENDS The soap market has been most affected by the recent sky rocketing price of palm oil which is the primary ingredient of soap noodles. This has caused the average price of soap noodles to increase by 20% - 25 % forcing producers (also RB) to increase prices of their soap products by almost as much so as not to put excessive pressure on their margins. This will undoubtedly result in decrease in soap sales volumes (higher prices means less consumer off take) as well as disruption in the market due to several quoted prices of the same product available resulting in dissonance in the wholesale and retail markets as well as confusion in consumer buying decisions at the point of sale. MARKET GROWTH The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%. Hence, there is a lot of potential in the market for growth and additional brand penetration and brand building. THE STRENGTHS The brands Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB) Excellent for treating skin irritations, cuts/bruises and seasonal applications Brand comes from a reputable (old) company Loyal following of Original

THE WEAKNESSES Not perceived as an everyday soap due to: Smell - strongly associated with hospitals Is harsh on skin makes skin dry Does not make satisfying lather Shape not user-friendly No awareness of variants No perceived as a dynamic, innovative and contemporary brand Low Top-of-Mind recall: Communication not engaging THE OPPORTUNITY Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an everyday use proposition. THE THREATS Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positioned their brands for everyday use against bacteria Dettol soap positioning lacks that desired everyday benefit and experience!

COMPETITIVE ADVANTAGE OF DETTOL

Key success factors: Dettol Surakshit Parivar: An on-ground consumer contact program, where young mothers

are educated on good hygiene practices and school children are educated on hand wash habits. Dettol is working with Global Hygiene council, a council working towards increasing hygiene awareness across countries. The results of and recommendations from the studies done are shared through the mass media. Periodic advertorials on good hygiene practices, threat of illnesses, hygiene habits, educational advertorials, etc are some of the other initiatives. SUMMER ADVERTISEMENT MONSOON ADVERTISEMENT WINTER ADVERTISEMENT

CONSUMER BUYING BEHAVIOUR Steps in consumer decision making model:The Howard-Sheth model of buying behavior attempts to explain the complexity of the Consumer decision making process in case of incomplete information. This model suggests three Levels of decision making A) Extensive problem solving. B) limited problem solving. C) Habitual response behavior A) Extensive problem solving At this level the consumer does not have any basic information or knowledge about the Brand and he does not have any preferences for any product. in this situation, the consumer will seek information about all the different brands in the Market before purchasing. B) Limited problem solving This situation exists for consumers who have little knowledge about the market, or partial knowledge about what they want to purchase.

In order to arrive at a brand preference some comparative brand information is sought. C) Habitual response behavior in this level the consumer knows very well about the different brands and he can Differentiate between the different characteristics of each product. According to the Howard-Sheth model there are four major sets of variables: Inputs. Perceptual and Learning Constructs Outputs Exogenous (External) variables

PURCHASE DECISION STEPS


1. Need/want/desire is recognized At the outset the consumer is determined that he is not satisfied and wants to improve his situation. A consumer must be motivated enough to actually look for a particular product. However, if the consumer does have the internal drive to satisfy the need they will Continue to the next step. 2. Search for information Assuming consumers are motivated to satisfy his need, they will next undertake a search for information on possible solutions. The information acquired may be from past Experience or locate information from outside sources. To appeal to consumers who are At search stage, marketers should take efforts to ensure consumers can locate information Related to the product. 3. Evaluate options Consumers search may result in a set of options from which a choice can be made. There could be two levels at this stage. At level one the consumer may create a set of possible Solutions to their needs while at level two the consumer may be evaluating particular Products within each solution. 4. Purchase

In many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may change when it is actually time to make the purchase. The intended purchase may be altered at the time of purchase for reasons as: the product is out-of-stock, a competitor offers an incentive at the point of purchase, etc. 5. After-Purchase Evaluation Once the consumer has made the purchase they are faced with an evaluation of the decision. If the product performs below the consumers expectations then he/she will reEvaluate satisfaction with the decision, which at its extreme may result in consumer returning the product while in less extreme situations the consumer will retain the Purchased item but take a negative view of the product. Such evaluations are likely to occur in cases of expensive goods. Thus to avoid such situations marketers need to more Receptive and even encourage consumer contact.

RESEARCH METHODOLOGY Statement of the problem This is a serious issue in the survey of customer satisfactions, where the provider of the service is in direct contact with the customer, and obtains feedback immediately after providing the service. Most customers are going to avoid confrontation especially if they have no intention of coming back.

NEEDS FOR THE STUDY The manufacturing of antiseptic soap and personal care products are always a needed product for all human beings. Several companies brand are manufactured and comes to the market for sale among that some products are success in the sales. To find out the satisfaction on Dettol products the survey was conducted. And to know the influence of the brand and behavior of respondents

OBJECTIVES OF THE STUDY Primary objective Understanding consumer satisfaction, how consumers buy, what influences

purchasing To know the various steps involved in purchase decision.

Secondary objective

consumer does not have any basic information or knowledge about the Brand and he does not have any preferences for any product. So to give the exact knowledge to choose the best product

in this situation, the consumer will seek information about all the different brands in the Market before purchasing

SAMPLING FRAME Parents having children of different age groups and regular office goers . Sample size taken was 50. LOCATION Coimbatore region TYPE OF RESEARCH The research method used is exploratory as well as descriptive in nature. The research is Intended to find out of consumers satisfaction of Dettol in and around Coimbatore. This is done to gain an insight and understand the purchase decision process. DATA COLLECTION PRIMARY DATA: Collection of information through standardized questionnaires. A questionnaire was prepared for all the non-officers. It included questions both open- ended and close-ended, rating method and like art scale. There was informal discussion with the employees. SECONDARY DATA: Secondary data consisted of materials in-house journal likenewspapers, magazines, journals company website etc.

RECOMMENDATIONS:
Glass bottles to Plastic bottles

Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream smaller size of Dettol Soaps to enable the traveling people to be brand loyal. improving the Dettol Band-Aid quality. Need for Dettol Shaving Foam & Gel for younger Generation.

Limitations The investigator faced some difficulties during the data collection. Some of the respondents are not much interested to answer all the questions and some could not understand few questions , more than these the researcher find more difficulty in the time schedule, most of the customers were engaged in all times thus it is difficult to follow them. Suggestions Dettol products should launch all medical products and equipments for more satisfaction of the customers To improve the offers given by the brand To improve the advertisement and to reach all category people To improve the package of the Dettol products for transport facilities To improve the brand world wide

CONCLUSION

Dettol celebrated its 75 years of existence in 2008. This highly popular antiseptic brand has come a long way since 1933. After a plethora of extensions and experiments, this brand is still ruling the Indian market as the most preferred antiseptic lotion and also as a premium soap. The brand celebrated its 75 years by reinforcing the germ killing positioning and the tagline" Be 100% sure". The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product. Dettol now taken the platform of a multi-use antiseptic which can be used during bath, to clean wounds, to sterilize clothes, etc. Along with this initiative, the brand also reinforced its commitment towards hygiene. The brand has selected hygiene as the core brand value and theme which it will fight for. Out of RBIL s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10%. According to the Economic Times Survey of Indias Most Trusted Brands, Dettol was rated fifth in the year 2001and first in 2002. The brand is endorsed by the Indian Medical Association and has consistently been voted as one of Indias Most Trusted Brands (ORG Marg Brand Equity Survey). Since year 2007, Dettol has also brought the Global Hygiene Council to India and shared its learnings with media and consumers alike.

FINDINGS 1. 18% of the respondents age is 25 34 and 30% of the respondents are female 2. 28% of the respondents are students and 20% of the respondents income is 20,000 30,000 3. 16% of the respondents qualification is graduate and 36% of the respondents family members are 2 4

4. 26% of the respondents major attribute on purchase of Dettol is lathers well and 20% of the respondents motivated to use Dettol products for effective killing 5. 21% of the respondents are known by doctors and 17% of the respondents somewhat aware of various products of Dettol 6. 17% of the respondents somewhat aware of Dettol products and 46% of the respondents prefer for washing hands is hand wash

7. 31% of the respondents use soap and 35% of the respondents choose Dettol

8. 41% of the respondents prefer to Dettol and 44% respondents says Dettol justify a safe product to use and 15% of the respondents use soap in bath as well as in hand wash once a day 9. 32% of the respondents accepted on available of Dettol products easily in the market and 18% of the respondents like the brand because of long lasting 10. 22% of the respondents prefer the product because of sensitive and 38% of the respondents say yes to Dettol is a safe enough to be used in a family 11. 35% of the respondents recommend Definitely to Dettol products 12. 30% of the respondents satisfactory level is good

BIBLIOGRAPHY Website: www.yumtrade.com/shopexd.asp?id=1438 www.indiablooms.com/BollywoodDetailsPage

www.business-standard.com/india/news www.indianexpress.com/res/web/pIe/ie/daily www.afaqs.com/news/story.html?sid=28610 www.cyberessays.com/Term-Paper-on-Case-Studt

Tables Age of the Respondents: 1 2 3 4 Inference In the above table shows that 14% of the respondents age is 18 24 In the above table shows that 18% of the respondents age is 25 34 In the above table shows that 10% of the respondents age is 35 44 Age 18-24 25-34 35-44 Above 45 Total Respondents 14 18 10 8 50 Percentage (%) 14% 18% 10% 8% 50%

In the above table shows that 8% of the respondents age is Above 45

Age of the Respondents:

8 10 18

1/1/1900

14 18-24 25-34 35-44 Above 45

Gender of Respondents 1 2 Gender Male Female Total Respondents 20 30 50 Percentage (%) 20% 30% 50%

Inference In the above table shows that 20% of the respondents are male In the above table shows that 30% of the respondents are female

Gender of Respondents

Slice 3 4 0%

Male 40%

Female 60%

Occupation:

Occupation 1 2 3 4 Student Govt. employee professional business people Total

Respondents 28 5 12 5 50

Percentage (%) 28% 5% 12% 5% 50%

Inference In the above table shows that 28% of the respondents are students In the above table shows that 5% of the respondents are Government employee In the above table shows that 12% of the respondents are professional In the above table shows that 5% of the the respondents are business people

Occupation:

50 45 40 35 30 25 20 15 10 5 0

28 Percentag e 12 5 5

S tudent

G ovt. em ployee

profes ional s

bus speople ines

Income

Income 1 2 3 4 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000 Total

Respondents 16 20 6 8 50

Percentage (%) 16% 20% 6% 8% 50%

Inference In the above table shows that 16% of the respondents income is 10,000 20,000 In the above table shows that 20% of the respondents income is 20,000 30,000 In the above table shows that 6% of the respondents income is 30,000 40,000 In the above table shows that 8% of the respondents income is above 40,000

Income

50 45 40 35 30 25 20 15 10 5 0

16

20 6 8

10,000 - 20,000 20,000 - 30,000 30,000 - 40,000 Above 40,000

10,000 20,000

20,000 30,000

30,000 40,000

Above 40,000

Qualification

Qualification\ 1 2 3 4 School level Graduate Masters and postgraduate Other Higher qualifications (PhD, M.Phill, etc.) Total Inference

Respondents Percentage (%) 11 16 10 13 50 11% 16% 10% 13% 50%

In the above table shows that 11% of the respondents qualification is school level In the above table shows that 16% of the respondents qualification is graduate In the above table shows that 10% of the respondents qualification is postgraduate

In the above table shows that 13% of the respondents qualification is other higher qualifications

Qualification

2 7%

2 2%

S chool level G raduate Mas tersand pos raduate tg Other H her qualifications ig (PhD M.Phill, etc.) ,

20 %

3 1%

Family Members of the Respondent

Family Members 1 2 3 2-4 5-8 more than 8 Total

Respondents 36 8 6 50

Percentage (%) 36% 8% 6% 50%

Inference In the above table shows that 36% of the respondents family members are 2 4 In the above table shows that 8% of the respondents family members are 5 8 In the above table shows that 6% of the respondents family members are more than 8

Family Members of the Respondent

50 45 40 35 30 25 20 15 10 5 0

36 4-F eb 8 6 8-Ma y m than 8 ore

4-F eb 8-Ma m y ore than 8

Major attributes to their purchase of Dettol

Major attributes 1 2 3 4 Lathers well Leaves skin soft Pleasant fragrance Cleans effectively Total

Respondents 26 7 10 7 50

Percentage (%) 26% 7% 10% 7% 50%

Inference In the above table shows that 26% of the respondents major attribute on purchase of Dettol is lathers well In the above table shows that 7% of the respondents major attribute on purchase of Dettol is Leaves skin soft In the above table shows that 10% of the respondents major attribute on purchase of Dettol is pleasant fragrance In the above table shows that 7% of the respondents major attribute on purchase of Dettol is cleans effectively

Major attributes to their purchase of Dettol

50 45 40 35 30 25 20 15 10 5 0

26 7 1 0 7

L athers L es skin Pleasant eav Cleans w ell soft frag rance effectiv ely L athers well Pleasant frag rance L eaves skin soft Cleans effectively

Motivated to use Dettol products

Motivated 1 2 3 4 Effective killing Leaves skin soft Protects against infection Multiple use of the product Total Inference

Respondents 20 11 6 13 50

Percentage (%) 20% 11% 6% 13% 50%

In the above table shows that 20% of the respondents motivated to use Dettol products for effective killing In the above table shows that 11% of the respondents motivated to use Dettol products for leaves skin soft In the above table shows that 6% of the respondents motivated to use Dettol products for protects against infection In the above table shows that 13% of the respondents motivated to use Dettol products for multiple use of the project

Motivated to use Dettol products

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

20 11 6 Effective killing L eavess kin s oft Protects Multiple us e ag t ains of the infection product 1 3

Percentag e

The Dettol products

Dettol products 1 2 3 4 Electronic media Parents word mouth Print media Doctors Total Inference

Respondents 16 8 5 21 50

Percentage (%) 16% 8% 5% 21% 50%

In the above table shows that 16% of the respondents are known by Electronic media In the above table shows that 8% of the respondents are known by parents word mouth In the above table shows that 5% of the respondents are known by print media In the above table shows that 21% of the respondents are known by doctors

The Dettol products

P ercen e tag 50 45 40 35 30 25 20 15 10 5 0

16 8 5

21

E lectronic P rents P t m a rin edia m edia word m outh

D octors

The various products of Dettol

products of Dettol 1 2 3 4 5 Not at all Slightly Somewhat Moderately Extremely Total

Respondents 9 11 17 6 7 50

Percentage (%) 9% 11% 17% 6% 7% 50%

Inference In the above table shows that 9% of the respondents not at all familiar of various products of Dettol In the above table shows that 11% of the respondents slightly familiar of various products of Dettol In the above table shows that 17% of the respondents somewhat familiar of various products of Dettol In the above table shows that 6% of the respondents moderately familiar of various products of Dettol In the above table shows that 7% of the respondents extremely familiar of various products of Dettol

The various products of Dettol

50 45 40 35 30 25 20 15 10 5 0

Not a a t ll S htly lig 17 9 11 6 7 S omewha t Modera tely E trem x ely

Not a a t ll

S htly lig

S ewha Modera om t tely E xtrem ely

Level of awareness about Dettol products

Level of awareness 1 2 3 4 5 Not at all aware Slightly aware Somewhat aware Moderately aware extremely aware Total Inference

Respondents 9 11 17 6 7 50

Percentage (%) 9% 11% 17% 6% 7% 50%

In the above table shows that 9% of the respondents not at all aware of Dettol products In the above table shows that 11% of the respondents slightly aware of Dettol products In the above table shows that 17% of the respondents somewhat aware of Dettol products In the above table shows that 6% of the respondents moderately aware of Dettol products In the above table shows that 7% of the respondents extremely aware of Dettol products

Level of awareness about Dettol products

50 45 40 35 30 25 20 15 10 5 0

17 11 3 Not at all Not a all t a ware S htly lig awa re 6 7 6

Perc entag e

S omewha Moderately extremely t a ware a re wa a ware

Preference for washing your hand

washing your hand 1 2 Hand wash Soap wash Total

Respondents 46 4 50

Percentage (%) 46% 4% 50%

Inference In the above table shows that 46% of the respondents prefer for washing hands is hand wash In the above table shows that f4% of the respondents prefer for washing hands is soap wash

Preference for washing your hand

50 45 40 35 30 25 20 15 10 5 0

46

P enta e erc g

4 H nd wa h a s S p wa h oa s

Product do you use in Dettol Respondents 31 9 8 2 Percentage (%) 31% 9% 8% 2%

Product do 1 2 3 4 Soap Antiseptic soap Arynvedic first aid pack

Total

50

50%

Inference In the above table shows that 31% of the respondents use soap In the above table shows that 9% of the respondents use antiseptic soap In the above table shows that 8% of the respondents use Arynvedic In the above table shows that 2% of the respondents use first aid pack

Product do you use in Dettol

50 45 40 35 30 25 20 15 10 5 0

31 Percentag e 9 S oap 8 2 Antis eptic Arynvedic firs aid t s oap pack

Germs or anything which product do you like

product do you like 1 2 3 4 Dettol Savlon Lifebuoy Others Total

Respondents 35 6 4 5 50

Percentage (%) 35% 6% 4% 5% 50%

Inference In the above table shows that 35% of the respondents choose Dettol In the above table shows that 6% of the respondents choose savlon In the above table shows that 4% of the respondents choose Lifebuoy In the above table shows that 5% of the respondents choose others

Germs or anything which product do you like

50 45 40 35 30 25 20 15 10 5 0

35

Percentag e

6 Dettol S avlon

4 Lifebuoy

5 Others

Dettol products your preference

Dettol products 1 2 Yes No Total

Respondents 41 9 50

Percentage (%) 41% 9% 50%

Inference In the above table shows that 41% of the respondents prefer to Dettol In the above table shows that 9% of the respondents not prefer to Dettol

Dettol products your preference

5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

41

Percentag e 9

Y es

No

Dettol justify a safe product to use

Dettol products

Respondents

Percentage (%)

1 2

Yes No Total

44 6 50

44% 6% 50%

Inference In the above table shows that 44% respondents says Dettol justify a safe product to use In the above table shows that 6% respondents says not Dettol justify a safe product to use

Dettol justify a safe product to use

50 45 40 35 30 25 20 15 10 5 0

44

Percentag e

6 Y es No

Soap in bath as well as in hand wash Respondents 15 14 10 11 50 Percentage (%) 15% 14% 10% 11% 50%

Soap in bath 1 2 3 4 Once a day Twice Thrice Unusual Total

Inference In the above table shows that 15% of the respondents use soap in bath as well as in hand wash once a day In the above table shows that 14% of the respondents use soap in bath as well as in hand wash twice In the above table shows that 10% of the respondents use soap in bath as well as in hand wash thrice In the above table shows that 11% of the respondents use soap in bath as well as in hand wash unusual

Soap in bath as well as in hand wash

50 45 40 35 30 25 20 15 10 5 0

P ercentag e 15 14 10 11

O nce a day

Tw ice

Thrice

Unusual

Dettol products easily available in the market

the market 1 2 Yes No Total

Respondents 32 18 50

Percentage (%) 32% 18% 50%

Inference In the above table shows that 32% of the respondents accepted on available of Dettol products easily in the market In the above table shows that 18% of the respondents not accepted on available of Dettol products easily in the market

Dettol products easily available in the market

50 45 40 35 30 25 20 15 10 5 0

32 18 P ercentag e

Y es

No

like that brand most

like that brand 1 2 3 4 Long lasting Hygienic Protect skin Suits your skin Total

Respondents 18 9 11 12 50

Percentage (%) 18% 9% 11% 12% 50%

Inference In the above table shows that 18% of the respondents like the brand because of long lasting In the above table shows that 9% of the respondents like the brand because of hygienic In the above table shows that 11% of the respondents like the brand because of protect skin In the above table shows that 12% of the respondents like the brand because of suits skin

like that brand most

50 45 40 35 30 25 20 15 10 5 0

18 9 L ong lasting Hyg ienic 11 12

P ercentag e

P rotect S uits your skin skin

Dettol product do you prefer Respondents 21 11 11 6 50 Percentage (%) 21% 11% 22% 6% 50%

Dettol product 1 2 3 4 Original Skin care Sensitive Fresh Total

Inference In the above table shows that 21% of the respondents prefer the product because of original In the above table shows that 11% of the respondents prefer the product because of skin care In the above table shows that 22% of the respondents prefer the product because of sensitive In the above table shows that 6% of the respondents prefer the product because of fresh

Dettol product do you prefer

50 45 40 35 30 25 20 15 10 5 0

21 11 11 6 O inal rig S care kin S ensitive F resh

P ercentag e

Dettol is safe enough to be used in a family Respondents 38 12 50 Percentage (%) 38% 12% 50%

be used in a family 1 2 Yes No Total

Inference In the above table shows that 38% of the respondents say yes to Dettol is a safe enough to be used in a family In the above table shows that 12% of the respondents say no to Dettol is a safe enough to be used in a family

Dettol is safe enough to be used in a family

50 45 40 35 30 25 20 15 10 5 0

38

P ercentag e 12

Y es

No

Recommend Dettol products

Recommend 1 2 3 4 Definitely Not sure Definitely not Others Total

Respondents 35 7 5 3 50

Percentage (%) 35% 7% 5% 3% 50%

Inference In the above table shows that 35% of the respondents recommend Definitely to Dettol products In the above table shows that 7% of the respondents recommend not sure to Dettol products In the above table shows that 5% of the respondents recommend definitely no to Dettol products In the above table shows that 3% of the respondents recommend others to Dettol products

Recommend of Dettol to others


50 45 40 35 30 25 20 15 10 5 0

35

P ercentag e 7 5 3

Definitely Not sure Definitely O thers not

Satisfactory level to the Dettol products the Dettol products 1 Good Respondents 30 Percentage (%) 30%

2 3 4

Satisfied Not Satisfied No reply Total

11 6 3 50

11% 6% 3% 50%

Inference In the above table shows that 30% of the respondents satisfactory level is good In the above table shows that 11% of the respondents satisfactory level is satisfied In the above table shows that 6% of the respondents satisfactory level is not satisfied In the above table shows that 3% of the respondents satisfactory level no reply

Satisfactory level to the Dettol products

50 45 40 35 30 25 20 15 10 5 0

30 P ercentag e 11 6 3

Good

S atisfied

Not No reply S atisfied

QUESTIONNAIRE Name: Address:

1)Age Group a) 18-24 b) 25-34 c) 35-44 d) Above 45 2) Gender a) Male b) Female 3) Occupation: a) Student b) Govt. employee c) professional d) business people 4) Income a) 10,000-20,000 b) 20,000-30,000 c) 30,000-40,000 d) Above 40,000 5) Qualification a) School level b) Graduate c) Masters and postgraduate d) Other Higher qualifications (PhD, M.Phill, etc.) 6) Family Members of the Respondent: a) 2-4 b) 5-8 c) more than 8 7) What are the major attributes to their purchase of Dettol? a) Lathers well b) Leaves skin soft c) Pleasant fragrance d) Cleans effectively

8) What factors motivated to use Dettol products? a) Effective killing b) Germs c) Protects against infection d) Multiple use of the product 9) How did you know the Dettol products? a) Electronic media b) Parents word mouth c) Print media d) Doctors 10) Are you familiar about the various products of Dettol? a) Not at all b) Slightly c) Somewhat d) Moderately e) Extremely 11) How would you rank your level of awareness about Dettol products? a) Not at all aware b) Slightly aware c) Somewhat aware d) Moderately aware e) extremely aware 12) Whats your preference for washing your hand? a) Hand wash b) Soap wash

13) What kind of product do you use in Dettol? a) Soap b) Antiseptic soap c) Arynvedic d) first aid pack 14) In the prevention of germs or anything which product do you like? a) Dettol b) Savlon c) Lifebuoy d) Others 15) Is the Dettol products your preference? a) Yes b) No 16) Do you think name Dettol justify a safe product to use? a) Yes b) No 17) How often do you use soap in bath as well as in hand wash?

a) Once a day b) Twice c) Thrice d) Unusual 18) Do you find Dettol products easily available in the market? a) Yes b) No 19) Why did you like that brand most? a) Long lasting b) Hygienic c) Protect skin d) Suits your skin 20) Which Dettol product do you prefer? a) Original b) Skin care c) Sensitive d) Fresh 21) Do you think Dettol is safe enough to be used in a family and why? a) Yes b) No 22) How likely you to recommend Dettol products to others? a) Definitely b) Not sure c) Definitely not d) Others 23) Satisfactory level to the Dettol products a) Good b) Satisfied c) Not Satisfied d) No reply