CUSTOMER

SATISFACTION SURVEY
ON PARK AVENUE
DEODERANT IN TIRUPATI

Submitted by:
K.NIROSH KUMAR REDDY
Roll no: 27
 CUSTOMER SATISFACTION
Customer satisfaction is an evaluation of difference
between prior expectations about product and its
actual performance.

 Persons feeling of pleasure or disappointment

which resulted from comparing a product’s
perceived performance or outcome against his/her
expectations.
…(kotler and Keller)
OBJECTIVES:
To measure the customer satisfaction level of
PARK AVENUE deodorant.
 To redesign the marketing strategies, if needed.
 INTRODUCTION
• Raymond is the parent company and it was
incorporated in 1925.
• It is one of India's largest branded fabric and
fashion retailers.
• Raymond Group is one of the leading , integrated
producers of suiting fabric in the world, with a
capacity of producing 31 million meters of wool &
wool-blended fabrics.
• The group owns apparel brands like Raymond,
Raymond Premium Apparel, Park Avenue , Park
Avenue Women , Color plus & Parx.
 MARKET SHARE & PERCENTAGE
Market share percentage 14.00%

12.00%
AXE 8.3%
10.00%
ENGAGE 6.0%
8.00%

FOGG 14.8% 6.00%

4.00%
PARK AVENUE 7%
2.00%
WILD STONE 6.3%
0.00%
AXE ENGAGE FOGG PARK WILS
AVENUE STONE
 RESEARCH METHODOLOGY:
• RESEARCH DESIGN: DESCRIPTIVE DESIGN
• DATA SOURCE:
• SECONDARY SOURCE: Survey Monkey.com
• PRIMARY SOURCE: Customers of Park Avenue.
• RESEARCH APPROACH: Through Survey
• RESEARCH INSTRUMENT: Questionnaire
• SAMPLING PLAN:
• SAMPLE SIZE – 102
• SAMPLE FRAME – TIRUPATI
• SAMPLE METHOD – CONVENIENCE SAMPLING
• CONTACT METHOD: PERSONAL
• STATISTICAL TOOL: CHI SQUARE TEST
 Age Distribution
20-22 23-25 26-28 29 and above
AGE NO.OF PERCENTAGE
RESPONDENTS 2%2%

20-22 71 70.29%
26%
23-25 26 25.75%
26-28 2 1.98%
29 AND 3 1.98%
70%
ABOVE
TOTAL 102 100.0%

INTERPRETATION: From the above table it is clear that 70.29% respondents are
of 20-22 years of age and 1.98% respondents are of 29 and above years of age.
GENDER DISTRIBUTION

GENDER NUMBER OF PERCENTAGE

RESPONDENTS

39% MALE
MALE 62 60.8% 61% FEMALE

FEMALE 40 39.2%

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that the respondents are 60.8%
Male and 40% female.
ROLE OF DEODORANT IN MAINTAINING PERSONAL CARE

PARTICULARS NO.OF PERCENTAGE

RESPONDENTS

PREVENTS BODY 41 40.2% prevents Body

ODOUR 22% Odour
40% Confidence
CONFIDENCE 38 37.3% Booster
BOOSTER
Attracts
38%
Attention
ATTRACTS 23 21.6%
ATTENTION

TOTAL 102 100.0%

INTERPRETATION: From the above table it is clear that 40.2% of

respondents are using to prevents body odour.
PURCHASING CRITERIA…….

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
Price 14 13.7%
13% 14%
Price
BRAND 31 30.4% Brand
30% Fragnance
Fragnance 42 43.1% 43% LongLasting
LONG LASTING 15 12.7%

TOTAL 102 100.0%

INTERPRETATION: From the above table it is clear that 43.1% respondents

are to buy deodorant as for Fragnance.
FRAGRANCE OF DEODORANT YOU PREFER……..

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
16%
36% Strong
STRONG 37 36.3% Mild

MILD 49 48% Any Type

48%
ANY TYPE 16 15.7%
TOTAL 102 100.0%

INTERPRETATION: From the above table it is clear that 48% respondents

are prefer for mild.
 FREQUENCY OF USING PARK AVENUE……

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS

DAILY ONCE 40 39.2%

22% Daily once
DAILY TWICE 40 39.2% 0% 39% Daily Twice
Weekly
Occasionally
WEEKLY 0 0% 39%

OCCASIONALLY 22 21.6%

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 39.2% respondents are
using daily once and daily twice.
 PERIOD OF USAGE OF PARK AVENUE……

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS

<6 MONTHS 20 39.6%

12%1% <6months
19%
1 YEAR 54 23.8% 15%
1year
1.5years
1 ½ YEAR 15 14.7%
2years
2 YEARS 12 11.8% 53% >2years

>2years 1 1%
TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 39.6% respondents

are using less than 6 months.
 DOES PRICE EFFECT ON PURCHASING THE PRODUCT ?

PARTICULAR NO. OF PERCENTAGE

S RESPONDENT
S
No, 26.5
Yes 75 73.5%
Yes,
No 21 26.5% 73.5

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 73.5% respondents are
saying that they consider price as effective factor of their purchase of PARK
AVENUE DEODRANT.
 FREQUENCY OF PURCHASE A DEODORANT

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS

MONTHLY 45 45.1%
6%
2% monthly
QUARTERLY 49 49% 44% quaterly
yearly
48%
YEARLY 2 2% others

Others 6 6

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 45.1%

respondents are purchasing monthly .
 MODE OF PURCHASE

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS

SINGLE PACK 64 62.7% 5%

Single pack
33%
Twin packs
TWIN PACK 33 33.3% 62% Bulk

BULK 5 5%

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 63.7% respondents

are purchasing as a single pack.
 PLACE OF PURCHASE

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
SUPER 54 52.9%
MARKETS 17% Single pack
Malls
MALLS 18 17.6% 13%
53% Online
ONLINE 13 12.7% 17% Retail shoe

RETAIL SHOPS 17 16.7%

TOTAL 102 100%

INTERPRETATION: From the above it is clear that out of 102 respondents 52.9%
respondents are buying on super markets.
 MODE OF AWARENESS OF THE PRODUCT

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
T.V.AD’S 73 72.5%
23%
NEWS PAPERS 6 6% Tv Adds

6% Newspapers
71% Family/Friends
FAMILY/FRIEND 23 23.5%
S
TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 72.5% respondents

are come through T.V.AD’S .
 LIKELY TO PURCHASE PARK AVENUE DURING

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS

DISCOUNTS 53 52.9% 6%
1 get 1 free
1+1 OFFERS 43 43.1% 42% 52% 1 get 1 free
Others

Others 6 6%

TOTAL 102 100%

INTERPRETATION: From the above table it is clear that 52.9% respondents are
likely to purchase during Discounts.
 WILLINGNESS TO PURCHASE NEXT TIME

PARTICULARS NUMBER OF PERCENTAGE 70

RESPONDENTS 60

50
DEFINITELY 61 59.8%
40

Respondent’s
WILL
30
PROBABLY 32 31.4% 20

No. Of
WILL
10
CAN’T SAY 9 8.8% 0
Category 1
DEFINITELY 0 0%
Definitely Will Probably Will
NOT
Can't say Definitely Not
TOTAL 102 100% Particulars

INTERPRETATION: From the above table it is clear that 59.8% respondents

are willing to repurchase the product in the future.
 SUGGESTING TO OTHERS…….

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS 60 52
39
DEFINITELY WILL 52 52% 50
40

Respondent’s
8 2
PROBABLY WILL 39 38.2% 30
20

No. of
CAN’T SAY 8 8.8% 10
0
DEFINITELY NOT 3 3.0% Category 1

Definitely Will Probably Will

TOTAL 102 100% Can't say Definitely Not

Particulars

INTERPRETATION: From the above table it is clear that 52% respondents will
suggest PARK AVENUE DEODORANT to others .
 FEATURES LIKED IN PARK AVENUE 70

60

PARTICULARS NUMBER OF PERCENTAGE 50

RESPONDENTS 40

Respondent’s
FRAGRANCE 61 61.61% 30

20

No. Of
BRAND 14 14.14% 10

LONG LASTING 9 8.9% 0

Category 1
Fragnance Brand
OTHERS 18 16.83% LongLasting Otherd

TOTAL 102 100% Particulars

INTERPRETATION: From the above table it is clear that 61.61% respondents

are liked as FRAGRANCE.
 FEATURES DISLIKED IN PARK AVENUE…..

PARTICULARS NUMBER OF PERCENTAGE

RESPONDENTS
OTHERS
PRICE 54 53.46%

Particulars
QUANTITY
PACKAGE 18 16.83%
PACKAGE
QUANTITY 12 11.88%
PRICE
OTHERS 18 17.82%
TOTAL 0 50 100
102 100%
No. of Respondent’s

INTERPRETATION: From the above table it is clear that 53.46% respondents

are disliked as price.
 RATING FOR PARK AVENUE FRAGNANCE

RATING NO.OF PERCENTAGE

1 STAR
RESPONDENTS
1 3 2.0% 2 STAR

2 11 10.9%
3 STAR
3 23 22.8%

Ratings
4 STAR
4 37 36.6%
5 28 27.7% 5 STAR

TOTAL 102 100.0% 0 10 20 30 40

No. Of Respondent’s

INTERPRETATION: From the above table it is clear that 36.6% are given 4
rating of PARK AVENUE.
 RATING FOR LONG LASTING FRAGNANCE OF PARK AVENUE

RATING NO.OF PERCENTAGE

RESPONDENTS
1 0 0.0% 1 STAR

2 12 11.9% 2 STAR

Ratings
3 32 31.7% 3 STAR

4 42 40.6% 4 STAR

5 16 15.8% 5 STAR

TOTAL 102 100.0% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

No. Of Respondent’s

INTERPRETATION: From the above table it is clear that 40.6% are given 3
rating of PARK AVENUE.
 RATING FOR PRICE OF PARK AVENUE

RATING NO.OF PERCENTAGE 1 STAR

RESPONDENTS
2 STAR
1 3 3.0%

Ratings
3 STAR
2 19 18.8%
3 34 33.7% 4 STAR

4 31 29.7% 5 STAR

5 15 14.9% 0 10 20 30 40

TOTAL 102 100.0%

No. Of Respondent’s

INTERPRETATION: From the above table it is clear that 33.7% are given 3
rating of PARK AVENUE.
 RATING FOR PACKAING OF PARK AVENUE DEODORANT

RATING NO.OF PERCENTAGE

RESPONDENTS
1 STAR
1 7 6.9% R
2 STAR
2 26 25.7% a
t 3 STAR
3 25 24.8%
i
4 STAR
4 25 24.8% n
g 5 STAR
5 19 17.8%
s
TOTAL 102 100.0% 0 10 20 30

No. Of Respondent’s

INTERPRETATION: From the above table it is clear that 24.8% are given 3
& 4 rating of PARK AVENUE DEODORANT.
 OVERALL RATING OF PARK AVENUE DEODORANT

RATING NO.OF PERCENTAGE 1 STAR

RESPONDENTS
2 STAR
1 0 0.0%
3 STAR
2 19 18.8%

RATINGS
3 36 35.6% 4 STAR

4 38 36.6% 5 STAR

5 9 7.9% 0 20 40 60

TOTAL 102 100.0%

No. Of Respondent’s

INTERPRETATION: From the above table it is clear that 37.6% are given 4
rating on overall rating of PARK AVENUE DEODORANT.
 Chi square analysis :
H₀: OVERALL SATISFACTION IS INDEPENDENT OF GENDER

Testing the Hypothesis:

Used methodology: “Chi-square test”.

GENDER

Satisfaction\gender MALE FEMALE Row total

SATISFACTION

Dissatisfied 10 9 19
OVERALL

Neutral 20 16 36
Satisfied 32 15 47
Column total 62 40 Sum=102
O E O-E (O-E)^2 (O-E)^2÷E
10 11 -1 1 0.310
20 22 -2 4 0.181
32 29 3 9 0.090
9 7 -2 4 0.500
16 15 1 1 0.066
15 18 -3 9 0.571
Total=1.718

Calculated chi square value= 1.718

Degrees of freedom = (r-1)(c-1)
=(3-1)(2-1)
=2
INFERENCE:
As the Calculated Chi square value (1.718) is greater than the Table
value (5.991) at 2 degrees of freedom & 5% level of significance.

Hence WE ACCEPT the null hypothesis.

Therefore OVERALL SATISFACTION IS INDEPENDENT OF GENDER

 SUGGESTIONS :

 REDUCE THE PRICE .

 ADD MORE VARIENTS IN PARK AVENUE .
 GIVE MORE OFFERS AND DISCOUNTS .
 CONCLUSION:

• Customers are highly Satisfied with the PARK AVENUE

deodorant
• Most of the customers feel that PARK AVENUE deodorant
prices are high but with respect to smell they are highly
satisfied.