CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

Findings:
1. Majority (61 per cent) of the respondents are upto 20 years of age.
2. Majority (77 per cent) of the respondents are female.
3. Majority (61 per cent) of the respondents are under graduate.
4. Majority (47 per cent) of the respondents are students.
5. Majority (56 per cent) of the respondents have monthly income up to Rs.20000.
6. Majority (24 per cent) of the respondents ranked 1 for the quality of the Nivea
product.
7. Majority (27 per cent) of the respondents ranked 3 for the brand image of the
Nivea product.
8. Majority (27 per cent) of the respondents ranked 1 for the advertisement and
promotions of the Nivea product.
9. Majority (25 per cent) of the respondents ranked 4 and 5 for the word of the
mouth of the Nivea product.
10. Majority (28 per cent)of the respondents ranked 5 for the reasonable price of the
Nivea product.
11. Majority 68per cent of the respondents buy nivea products from departmental
stores and malls.
12. Majority, that is 51 percent respondents purchase Nivea body care.
13. Majority (70 per cent) of the respondents are usingNivea products for less than 5
years.
14. Majority (59 per cent) of the respondents who spends up to Rs.500 for
purchasing Nivea products.
15. Majority (36 per cent) of the respondents purchase Nivea products induced by
celebrities.
16. Majority, 52 per cent of the respondents have been influenced to buy Nivea
products through friends.
17. Majority, 52 per cent of the respondents have been influenced to buy Nivea
products through friends.
18. Majority (52 per cent) of the respondents does not have the idea of switching
over to other brands.
19. Majority (50 per cent) of the respondents are ready to switch over to brands and
they prefer Himalaya brand.
20. Majority (44 per cent) of the respondents are switching over to other brands
because of high price.
21. Majority (40 per cent) of the respondents have moderate level of trust regarding
Nivea.
22. Majority 91 per cent respondents are satisfied and highly satisfied regarding the
quality of Nivea products.
23. Majority (68 per cent) of the respondents are satisfied and highly satisfied
regarding the price of Nivea product.
24. Majority(44 per cent) of the respondents are satisfied and highly satisfied
regarding the variety of Niveaproducts available.
25. Majority 82 per cent of respondents are satisfied and highly satisfied regarding
the brand image of Nivea products.
26. Maximum (77 per cent) of respondents are satisfied and highly satisfied
regarding effectiveness of Nivea products.
SUGGESTIONS:

 Majority of the respondents are satisfied with the quality of the products. Hence,
Nivea should continue to offer quality products for sale.
 Some customers are of the opinion that price changed by Nivea are comparatively
high. So, it can take efforts to reduce the prices of the product and also offer more
discounts.
 Maximum respondents mostly purchase skin care items. However the time spent for
purchasing is the lowest. Hence nivea can concentrate on promotion of sale of skin
care items.
 Majority of the respondents purchase products from departmental stores and malls.
So, it should take efforts to maintain and improve the quality and variety of products
so, that the existing customers are retained.
 Even the quality of navy’s products is good there is lack of popularity among people.
So, nivea should tithe key proper measures to improve it.
 Satisfaction level is low regarding price and effectiveness of products. So, the
company have to work on the customer preference towards the pricing and
effectiveness.
 Majority of respondents recommending others to purchase the nivea products. Even
the company have to work more on promotional activities to satisfy the existing
customers.
CONCLUSION:
Nivea a brand with a loyalty of more than 100 years has been an prime product in every
single household and has played an important role in each individual lives. It has more of a
necessary product rather than leisure. The customer base for nivea has been increasing but
there are various competitors such as Himalayas, Vaseline, ayahs etc and other are also have
good and fair market at present. Based on the findings and stated in the literature review loyal
customers are emotional creatures which are highly driven by their desire to maintain a
relationship with the brand they feel an emotional connection with. Consequently, even
though feelings related to continuance commitment engage the consumer in a brand
relationship, these feelings are not enough to develop feelings of loyalty in the consumers
mind. So therefore nivea have to stand among the fierce competition with more loyalty.