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CHAPTER 1

INTRODUCTION

Brand loyalty is a consumer behavior pattern where consumers become committed to a particular
brand and make repeat purchases over time. Companies use creative marketing strategies, such
as loyalty or rewards programs, trial, and incentives like free samples to build brand loyalty.The
brand should stand for trust, authenticity, and quality. The focus may also be on family values, as
protection and security . Nivea is a German personal care brand that specializes in body care it is owned
by the Hamburg-based company Beiersdorf global AG. The company found on 1882.nivea products hold
the image of the first mover which implies expertise. Another part of its image is that nivea offers good
value for money.
NIVEA is a unique brand. One of the reasons is its strong heritage and long history not many brands that
consumers already know from their great grandparents and parents. This is a very important aspect that
leads to brand trust.
The satisfaction of the consumers after buying a product is guaranteed by its good product quality,
reasonable prices, satisfactory purchasing experience availability of the products and soon.

STATEMENT OF THE PROBLEM:


The study deals with the brand loyalty among the customers towards NIVEA product. It
also explains about the reach among the customers by getting their reviews or feed backs by
analyzing the quality, brand image ,reach among the customers etc…

OBJECTIVES OF THE STUDY:


 To study the profile of the sample customers of Nivea products
 To analyzse the preferences of the customers towards different kinds of
Nivea product .
 To study the factors which influence customers in selection of the Nivea
products.
 To study the level of satisfaction of the customers concerning the various
aspects of Nivea products.

AREA OF STUDY:
The research was undertaken in employees and students in Thiruchirappalli city .The
preference, of the customers in Thiruchirappalli concerning Nivea products users has
been studied.

PERIOD OF THE STUDY:


The research has been undertaken for a period of one year from August 2018 to April 2019.
The ample survey for the study was conducted for seven months from September 2018 to March
2019.

SCOPE OF THE STUDY:


Brand loyalty has always been an important factor for companies to succeed, especially B2C
businesses, but the scope of brand loyalty is changing. Brand loyalty used to be one of the most
important factors in consumers’ purchasing decisions with a limited number of choices and
limited analytic information to help consumers distinguish between those choices, consumers
would look to a trusted brand in order to confidently decide. But in the modern era there are
fewer such limitations there are an infinite number of companies and brands for nearly any
product or services you can imagine, and the amount of content available on the internet makes it
not only possible, but easy to research and compare products and services. In such a situation,
consumers’ decision making become fundamentally geared toward finding the best possible
product at the lowest possible price, regardless of the brand offering it.

PILOT STUDY:
Preliminary information about customer perception of nivea brand loyalty was collected from 20
respondents. The respondents for the pilot study were selected from different zones of the city.
Brand the preliminary information collected and review of literature, interview schedule was
prepared. Pre testing of the interview schedule was done with 20 respondents in different zones.
On the basis of information collected through pre testing, necessary changes were incorporated
before the collection of data for analysis.

METHODOLOGY:
Primary data and secondary data have been used for study.

SAMPLING METHOD:
A sample of 110 respondents were approached for the study and analyzed. Convenience
sampling technique was used foe survey. The collected data have been analyzed by means of
percentage analysis, graphs and charts and inferences have been drawn.

PRIMARY DATA:
The data regarding brand loyalty of nivea product were collected through a well designed
questionnaire. The questionnaire was used to collect data from the 110 respondents who make
the brand loyalty of nivea products.

TOOLS USED FOR ANALYSIS:


The primary data collected were analysed and interpreted with the help of statistical tools such as
diagrams have been used for better representation of the tabulated figures.

The percentage analysis is mainly carried out to determine the percentage of the respondents
falling under each category. This analysis also helps to standardized the respondents perception
on various aspects.

LIMITATIONS OF THE STUDY:

1. All the finings and the observations made in the study are based on the primary data
collected from the sample respondents which based on their perceptions.

2. The customer perception towards nivea product has been studied as a whole and not for a
specified product.

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