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. Brand loyalty is a
consumer behavior pattern where consumers become committed to a brand and make repeat
purchases over time. Companies use creative marketing strategies, such as loyalty or rewards
programs, trails, brand ambassadors, and incentives to build brand loyalty. 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. There are 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

Nivea products now occupy important position in every person’s consumption. People spend a
small amount of time to purchase Nivea products. It saves time because the customer
getseverything like skin care, body care, men care. It provides with complete information.
Sometimes, customers also get discounts. The present study deals about the brand loyalty of
customers toward Nivea products.

1
OBJECTIVES OF THE STUDY

 To study the profile of the sample customers of Nivea products

 To analyses the preferences of the customers towards different kinds of
Nivea products.
 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

Tiruchirappalli city has been selected as the area of the study. It is one of the main cities
in the state of Tamil Nadu and is centrally located in the state.

PERIOD OF THE STUDY

The research has been undertaken for a period of from the months of November 2018 to April
2019.

SCOPE OF THE STUDY

In today’s highly competitive marketing environment, the positioning decision of Nivea products
from the point of the view of the customers plays an important role in marketing management.
Nowadays, shopping behavior of consumers has undergone a remarkable change and is creating
many obstacles for marketers of today. Therefore, the Nivea’s owner needs to check their
marketing strategies to give them an advantage over the competitors and they need to develop
these in a manner that distinctiveness can be maintained. Therefore, in this study attempt have
been made to find out brand loyalty towards Nivea products. This study covers the preference of
customers towards Nivea brands, the factors which influence purchase from Nivea products, the
perception and the satisfaction of consumers towards purchase of Nivea products.

2
PILOT STUDY

Preliminary information about customer perception of Nivea brand loyalty was collected from
10 respondents. Based on the preliminary information collected and review of literature,
interview questionnaire was prepared. Pre testing of the questionnaire was done with 10
respondents. On the basis of information collected through pre testing, necessary changes were
incorporated in the questionnaire before the collection of data for analysis.

METHODOLOGY

Primary data and secondary data have been used for study.

SAMPLING METHOD

A sample of 110 customers of Nivea products were approached for the study and analyzed.
Convenience sampling technique was used for selecting the sample respondent’s percentage
analysis, graphs and charts and inferences have been drawn.

PRIMARY DATA

The data regarding brand loyalty of customers of Nivea products were collected through a well-
designed questionnaire. The questionnaire was used to collect data from the 110 respondents.

TOOLS USED FOR ANALYSIS

The primary data collected were analysed and interpreted with the help of percentage analysis,
graphs and charts and inferences have been drawn.

LIMITATIONS OF THE STUDY

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

3
 2. The customer perception towards Nivea product has been studied as a whole and not for a
specified product.

CHAPTER SCHEME

The study is presented in five chapters as given below:

CHAPTER-1 contains the general introduction of the study, statement of the problem, objectives
of the study, research hypothesis, scope of thestudy, methodology, limitations of the study and
chapter scheme.

CHAPTER-2 Presents the review of literature.

CHAPTER-3 Provides the profile of the products.

CHAPTER-4 Deals with the analysis and interpretation of data collected.

CHAPTER-5 Gives the findings, suggestions and conclusion

4
 CHAPTER 2

REVIEW OF LITERATURE

Mellens, Dekimpe and Steenkamp, 1996states that loyalty is a biased response towards a brand
or product expressed over a period of time and is defined by the purchase pattern of a decision
making unit which may be an individual, a household or a firm.

Jacoby and Chestnut (1978) opined that commitment is an essential element of loyalty and
distinguishes between loyalty and repeat buying which is due to inertia. Therefore, loyalty
implies consistent repurchase of a brand resulting from positive affinity of consumers towards
the brand or the product.

Serafin and Horton, 1994 states that Former Ford vice president, Basil Coughlan estimates that
every percentage point of loyalty is worth 100 million dollars in profits to his company Brand
loyal consumers are willing to pay higher prices and are less price sensitive to price increases
(Mellens et.al.).

Reichfeld, 1996 states that The advantages enjoyed by a brand with strong and consistent
customer loyalty include the ability to maintain premium pricing, greater bargaining power with
channels of distribution, reduced costs, a strong barrier to potential new entries into the product
or service in the same category.

Jacoby and Chestnut ,1978 examined Jacoby et al, defines brand loyalty as “the biased,
behavioral response, expressed over time, by some decision-making unit, with respect to one or
more alternative brands out of a set of such brands, and is a function of psychological decision-
making, evaluative processes.”

5
Cunningham ,1956 identified three definitions of brand loyalty comprising; customers lost and
gained over specific time periods; time sequences of individual purchases and share of the
market (Smith).

Olsen and Jacoby ,1971 Used factor analysis to conceptualise brand loyalty and found that
brand loyalty is related to; percentage of purchase devoted to the most purchased brand, number
of different brand purchased over the past two years, number of times the favorite brand was
purchased out of the last five purchases, three consecutive purchases out of the last five
purchases and the actual number of consecutive purchases of favorite brand out of the last five
purchases.

Smith, 2003 examined Based on the summary by Smith Behavioral loyalty is expressed in the
form of ‘repeated purchase’ of the brand.

David A. Aake,1991 defines that brand loyalty as the measure of attachment that a consumer has
towards a brand. Brand loyalty according to him reflects how likely a consumer will be to
switched brands when that brand makes a product change either in price or product features.
Aaker states that the core of a brand’s equity is based on customer loyalty. Therefore if
customers buy with respect to features, price and convenience with little concern to the brand
name, there is perhaps little equity.

Enis and Paul ,1971 conceptualise brand loyalty as a pyramid with five tiers. The bottom
represents the non-loyal consumers who are indifferent to the brand and who perceived any
brand as being adequate whereby the brand name has little influence over buying decisions. The
second level are those who are satisfied with the product or are at least not dissatisfied. The next
level are the satisfied buyers with switching costs, those who do not want to risk changing
product and may be termed habitual buyer. The next level are loyal buyers who consider the
brand as a friend. The fifth level is the committed buyer or those who are extremely loyal to the
brand. They comprise those who are proud users and will recommend the product to others.

Sheth and Park ,1974 suggested that brand loyalty is multi-dimensional and comprise three
dimensions namely, the emotive tendency towards the brand; the evaluative tendency towards
the brand and third the behavioral tendency towards the brand. They theorized that all three
dimensions are present in every situation where brand loyalty prevails (Sheth and Park, 1974).

6
Kapferer, 1977 in a competitive business environment, brands are not just symbols that serve as
identifiers but have an economic function. The value of brands is its ability to form an exclusive,
positive and prominent meaning in the minds of consumers. A brand can create a lasting
impression on consumers and this may result in brand loyalty or attract loyal customers.

Weinberg,CV.B.,1973 in his study pointed out that competing brands occupying the market
shelves contribute to disloyalty. This is because of one’s personal experience and information
gained through trying these brands.

Ronald, F. and Harper, B. 1965 conducted a comparative study and indicated that social-
economic variables could not be differentiated between private and manufactured brand loyal
consumers.

Müller and Wünschmann ,2004 identified brand sympathy, brand uniqueness and customer
satisfaction as the main sources of brand trust. Furthermore, they illustrate that brand trust leads
to customer loyalty. Having a big loyal customer base is very important for the success and
survival of a brand.

7
 CHAPTER 3

PROFILE OF NIVEA

NIVEAis German personal care brand that specialises in body care. It is owned by the Hamburg-
based company Beirsdorf Global AG. The company was founded on 28 March 1882, by Paul
Carl Beirsdorf. In 1890, it was sold to Oscar Troplowitz. Troplowitz worked with his consultant
Paul Gerson Unna and the German chemist Isaac lifschutz, developed a new skin care cream. In
1990, lifschutz developed a water-in-oil emulsion with Eucerit, the first sTABLE emulsion. This
was the origin of Eucerin. Nivea comes from the Latin word niveus, meaning “snow white”.

During the 1930s, Beirsdorf started producing different kind of products such as tanning oils,
shaving creams, shampoo and facial cleanser and toners. The trademark “NIVEA” was
expropriated in many countries because of World War 2. The confiscated trademark rights were
completely bought back by Beirsdorf. During the 1980s, the NIVEA brand expanded into a
wider global market.

Our passion for skin care is what drives us and makes us unique. Our brands and skin care
products are trusted by consumers – both locally and regionally.

 Expanded into South and Latin America, Eastern Europe, and Asia

 Earlier limited range of products: Nivea Creme, Milk, Soap and Sun

 Extended the Nivea brand to a full range of Skin care and Personal care products

 Challenge: Maintaining growth while preserving the established brand equity.

Skin care brand Nivea was originally founded in 1882 by German pharmacist Carl Paul
Beiersdorf. Beiersdorf has risen to become a global skincare company with brands that include
Elastoplast, Eucerin, Labello, La Prairie and tesa SE. In the 1930s, Nivea began selling skin-
lightening products across Asia such as Whitening Paste, which proved an instant success. Even

8
now, NIVEA products containing whitening ingredients remain the brand’s biggest sellers.
Nivea is known for using perfume in their products.

Skincare
At Beiersdorf we have been caring about skin for more than 130 years. Throughout our history
we have built trust by staying close to our consumers and developing innovative skin care brands
that are tailored to their needs. We work as one global team, with one focus: making people feel
good in their skin. Everywhere. Every day. As we head into the future, we want to become the
number one skin care company in the world. Skin Care is everything to us.

Our Brands
Strong Global Brands making people feel good in their skin means different things to different
people. That’s why, across our three global skin care brands – NIVEA, Eucerin, and La Prairie –
we cater for all sorts of needs and operate across different markets: mass
market,dermocosmetics, and premium.
Mass Market
NIVEA, our iconic brand, is one of the world’s largest skin care brands. It stands for values like
trust, security, family, and reliable care for all skin types and is available in about 200 countries
around the world.

Eucerin is synonymous with innovative medical skin care and is trusted by dermatologists and
consumers across the globe. This high-quality product range is among the world’s leading dermo
cosmetics brands and is sold in pharmacies in over 60 countries.

Two Business Segments

We are a global company with more than 150 affiliates worldwide. Our business is divided in
two segments: Our Consumer Business Segment
Here we concentrate on the international skin and body care markets, which are the main focus
of our business. Our innovative, high-quality skin and body care products are trusted by millions
of consumers every day. By staying close to our consumers, and our markets, we can ensure that
our international brand portfolio stays relevant and our innovations meet the individual needs
and wishes of consumers, both globally and regionally.

9
Nivea Branding strategy

 Consumed worked with agencies FCB and TBWA to develop the marketing
concepts and ad executions.

 In each market, they implemented ‘perfect local execution’ with local agency
affiliates The models or language may change so as thtNIVEA brand appears
local but the content remains consistent.

 As Norbert KrappNIVEA’s Vice President of skin care, stated: “Pictures

travel, words don’t”.

 Printed a booklet for internal use detailing its brand philosophy, called the
‘Blue Bible’.

 Contained basic information about NIVEA’s brand identity, vision, mission,

success factors, and the role of its sub-brands.

 Provided guidelines for products, packaging, communication, promotion,

public relations, direct marketing, and pricing.

 Norbert Krapp referred to the Blue Bible as “the best [branding step] we did
in recent years”, calling it the “key anchor” for all brand decisions.

10
 CHAPTER 4

ANALYSIS AND INTERPRETATION OF DATA

This chapter has been divided into the following subdivisions:

1. Profile of sample customers.

2. The preference of customers towards purchase of NIVEA products.
3. The factors which influence customer regarding selection of the Nivea products.
4. The level of satisfaction of the customers concerning the various aspects of Nivea
products.

PROFILE OF THE SAMPLE CUSTOMERS

The socio economic factors such as age, gender, education qualification, occupation and income
affect the buying decisions of the customers. Hence, the socio economic profile of the
respondents has been studied.

11
 TABLE4.1

AGE OF THE RESPONDENTS

Age Number of respondents Percentage

Upto 20 years 67 61

21-40 years 37 34

Above 40 years 6 5

Total 110 100

Source: Primary data

Table 4.1 gives the age of the respondents.

Out of 110 sample respondents, 61 per cent of the respondents belong to the age group of up to
20 years and 34 per cent of the respondents belong to the age group of 21 to 40 years and 5 per
cent of the respondents belong to the age group of above 40 years of age.
Majority (61 per cent) of the respondents are up to 20 years of age.

12
 FIGURE 4.1

AGE OF THE RESPONDENTS

Percentage

34 Upto 20 years
21-40 years
Above 40 years

61

13
 TABLE 4.2

GENDER OF THE RESPONDENTS

Gender Number of respondents Percentage

Male 25 23

Female 85 77

Total 110 100

Source: Primary data

Table 4.2 gives the gender of the respondents.

It shows that, among the 110 respondents chosen for the study, 77 per cent of the respondents
are female and 23 per cent of the respondents are male.

Majority (77 percent) of the respondents are female.

14
 FIGURE 4.2

GENDER OF THE RESPONDENTS

Percentage

23

Male
Female
77

15
 TABLE 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational qualification Number of the Percentage

respondents
Up to school level 10 9

Under Graduate 67 61

Post Graduate and/ or 33 30

professional

TOTAL 110 100

Source: Primary data

Table 4.3 gives the educational qualification of the respondents.

Out of 110 respondents, majority that is 61 per cent of the respondents are Under Graduates; 30
per cent of the respondents are Post Graduates and/or professionally qualified; 9 per cent of the
respondents have education up to school level.

Majority that is 61 per cent of the respondents are Under Graduates.

16
 FIGURE 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Percentage

10

33

Upto school level

Under graduate
Post graduate and/orprofessional

67

17
 TABLE 4.4

OCCUPATION OF THE RESPONDENTS

Occupation Number of respondents Percentage

Self employed 13 12
Government employee 11 10
Business/Profession 13 12
Private employee 21 19
Students 52 47
TOTAL 110 100
Source: Primary data

Table 4.4 gives the occupation of the respondents.

The Table shows that 47 respondents are students, 19 per cent of the respondents are private
employees, 12 per cent each of the respondents are self-employed and engaged in business or
profession and 10 per cent of the respondents are employed in government organisations.

Maximum, that is 47 per cent respondents are students.

18
 FIGURE 4.4

OCCUPATION OF THE RESPONDENTS

60

50

40
Number of respondents

30

20

10

0
Self employed Government employee Business/Profession Private employee Students

Occupation

19
 TABLE 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

Monthly income (RS.) Number of respondents Percentage

Up to 20,000 62 56

20,001 to 40,000 26 24

Above 40,000 22 20

TOTAL 110 100

Source: Primary data

Table 4.5 gives the monthly family income of the respondents.

Out of the 110 respondents, 56 per cent of the respondents have monthly family income up to Rs.
20,000, 24 per cent of the respondents have Rs. 20,001 to 40,000, and 20 per cent of the
respondents have monthly family income of more than 40,000.

Maximum, that is 56 per cent respondents have monthly income up to Rs. 20,000.

20
 FIGURE 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

ABOVE Rs. 40000

Amount (Rs)

Rs.20001 TO Rs. 40000

PERCENTAGE
NO OF RESPONDENTS

UP TO Rs.20000

0 10 20 30 40 50 60 70
Number of respondents

21
 PREFERNCE TOWARDS NIVEA PRODUCTS
TABLE 4.6

MOST INFLUENCING FACTOR TO PURCHASE NIVEA PRODUCTS

Factors Rank: 1

Quality of the products 26(24%)

Brand image 20(18%)

Advertisement and promotion 30(27%)

Word of mouth 18(17%)

Reasonable price 16(15%)

Source: Primary data

Table 4.6 shows the most influencing factor to purchase Nivea products

For 27 per cent respondents, the most influencing factor to purchase Nivea products is the
adverstisement and other promotion activities.

For 24 per cent respondents, the most influencing factor to purchase Nivea products is the quality
of the products.

For 18 per cent respondents, the most influencing factor to purchase Nivea products is the brand
image.

For 17 per cent respondents, the most influencing factor to purchase Nivea products is the word
of mouth.

For 15 per cent respondents, the most influencing factor to purchase Nivea products is the
reasonable price.

22
 FIGURE:4.6

MOST INFLUENCING FACTOR TO PURCHASE NIVEA PRODUCTS

18
30 0 Quality of the products
0 Brand image
16 16 Adevertisement and Promotion
Word of mouth
20 Reasonable price
24

23
 TABLE 4.7

PURCHASES OF NIVEA PRODUCTS

Location Number of respondents Percentage

Departmentalstores and 75 68
malls
Showroom 18 16

Online websites 12 11

Others 5 5

Total 110 100

Source: Primary data

Table 4.7 shows thepurchase of Nivea products by the respondents.

Out of 110 respondents, 68 per cent of the respondents purchase Nivea products from
departmentalstores and malls, 16per cent of the respondent purchase from showrooms, 11per
centof the respondents throughonline websites and the balance 5per cent of the respondents
purchasefrom other places.

Majority 68per cent of the respondents buy Nivea products from departmental stores and malls.

24
 FIGURE 4.7

PURCHASE OF NIVEA PRODUCTS

Others
5%
Percentage

Online websites
11%

Departmental stores and malls

Showroom
16% Showroom
Online websites
Others

Departmental stores and

malls
68%

25
 TABLE 4.8

TYPES OF NIVEA PRODUCTS PURCHASED

Types of product Number of respondents Percentage

Nivea skin care 38 35

Nivea body care 56 51

Nivea Menand other products 16 14

Total 110 100

Source: Primary data

Table 4.8 gives the types ofNivea products purchased by the respondents.

The Table shows that 51 percent of the respondents purchase Nivea body care, 35 percent of the
respondents purchase Nivea skin care and 14 per cent of the respondents purchase Nivea men
and other products.

Maximum, that is 51 percent respondents purchase Nivea body care.

26
 FIGURE 4.8

TYPES OF NIVEA PRODUCTS PURCHASED

60

50
Number of respondents

40

30

20

10

0
Nivea Skin Care Nivea Body Care Nivea Men and other products

Types of products

Number of respondents Percentage

27
 TABLE 4.9

YEARS OF USING NIVEA PRODUCT

Years Number of respondents Percentage

Less than 5 years 77 70

5 to 10 years 27 25

More than 10 years 6 5

Total 110 100

Source: Primary data

Table 4.9 gives the number of years Nivea products are used by the respondents.

Out of 110 respondents, 70 percent of the respondents are using the Nivea products for less than
5 years, 25 percent of the respondents are using for 5 to 10 years and 5 percent of the
respondents are using for more than 10 years.

Majority that is 70 percent respondents are using Nivea products for less than 5 years.

28
 FIGURE 4.9

YEARS OF USING NIVEA PRODUCT

Percentage

25

70

Less than 5 years 5 to 10 years More than 10 years

29
 TABLE 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

Amount (Rs) Number of respondents Percentage

Upto 500 65 59

501-1000 34 31

More than 1000 11 10

Total 110 100

Source: Primary data

Table 4.10 gives the amount spent by the customers in a year towards purchase of Nivea
products.

Out of 110 respondents 59 per cent of the respondents spenduptoRs. 500, 31 per cent of the
respondents spendRs.501-1000 and 10 per cent of the respondents spend more than Rs.1000
towards purchases of Nivea products.

Majoritythat is 59 per cent spenduptoRs. 500 per year for purchasing Nivea products.

30
 FIGURE 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

More than 1000

Amount (Rs)

501-1000

Upto 500

0 10 20 30 40 50 60 70

Number and Percentage of respondents

Percentage Number of respondents

31
 BRAND LOYALTY
TABLE 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

Factors Number of respondents Percentage

Celebrities 40 36

Slogans 37 34

More frequent advertisements 33 30

Total 110 100

Source: Primary data

Table 4.11 gives the factors influencing to buy Nivea products.

Out of 110 respondents 40 percent of the respondents are induced by celebrities, 37percent of the
respondents by Slogans and 30 percent of the respondents are induced to buy because of more
frequent advertisements.

Majority that is (36 percent) of the respondents purchase Nivea products induced by celebrities.

32
 FIGURE 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

Percentage

30
36

34

Celebrities Slogans More frequent advertisements

33
 TABLE 4.12

PERSONS INFLUENCING TO BUY NIVEA PRODUCTS

Persons influencing to Numberof respondents Percentage

buy

Friends 57 52

Family members 21 19

Neighbors 20 18

Others 12 11

Total 110 100

Source: Primary data

Table 4.12 gives the persons influencing to buy Nivea products.

Out of 110 respondents, 52 per cent respondents have been influenced to Nivea products through
friends, 19 per cent of the respondents have been influenced through family members, 18 per
cent throughneighbors and 11 per cent by others.

Majority, 52 per cent of the respondents have been influenced to buy Nivea products through
friends.

34
 FIGURE 4.12

PERSONS INFLUENCING TO BUY NIVEA PRODUCTS

Percentage

11

18

52

19

Friends Family Neighbours Others

35
 TABLE 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCT

Nivea products have Number of respondents Percentage

good brand image

Yes 83 75

No 27 25

TOTAL 110 100

Source: Primary data

Table 4.13 gives the opinion of the respondents about the brand image of Nivea products.

Out of 110 respondents, 75 per cent of the respondents state that Nivea product have good brand
image and 25 per cent of the respondents are of the view thatNivea products do not have good
brand image.

Maximum of the respondents (75 per cent) said that Nivea products have good brand image.

36
FIGURE 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCTS

brand image among the respodents

NUMBER OF RESPONDENTS

75

25

0
BRAND IMAGE YES NO

37
 TABLE 4.14

OPINON ABOUT SWITCHING OVER

Have idea of switching Number of respondents Percentage

over to other brands

Yes 53 48

No 57 52

Total 110 100

Source: Primary data

Table 4.14 gives the opinion of respondents about their idea of switching to other brands.

Out of 110 respondents, 48 per cent of the respondents have idea of switching over to other
brands and 52 per cent of the respondents do not have idea of switching to other brands.

Majority of the respondents (52 per cent) do not have idea of switching over to other brands.

38
 FIGURE 4.14

OPINION ABOUT SWITCHING OVER

58

56
Number of respondents

54

52

50

48

46

44

42

Yes No

39
 TABLE 4.15

BRAND PREFERRED IN FUTURE

Brand preferred in future Number of respondents Percentage

Himalaya 28 50

Ayush 8 14

Patanjali 8 14

Vaseline 13 22

Total 57 100

Source: Primary data

Table 4.15 gives the brand preferred in future by the customers who are switching over to other
brands.

Out of 57 respondents who are ready to switch over to other brands, 50 per cent of the
respondents prefer Himalaya, 8 per cent each of the respondents prefer Ayush and Patanjali and
13 per cent of the respondents prefer Vaseline.

Majority (50 per cent) of the respondents prefer switch over to Himalaya brand.

40
 FIGURE 4.15

BRAND PREFERRED IN FUTURE

Vaseline

Patanjali
Other brands

Ayush

Himalaya

0 10 20 30 40 50 60
Number of respondents

PERCENTAGE NUMBER OF RESPONDENTS

41
 TABLE 4.16

REASONS FOR SWITCHING OVER TO OTHER BRANDS

Reasons Number of respondents Percentage

High price 25 44

Low quality 10 18

Poor customer services 13 23

Brand fatigue 9 15

TOTAL 57 100

Source: Primary data

Table 4.16 gives the reasons for switching over to other brands.

Table shows that out of 57 respondents 44 per cent of respondents switching over to other
brands due to high price, 18 percent of respondent switching over due to low quality, 23 percent
of respondents due to poor customer services and, 15 percent of respondents due to brand
fatigue.

Majority that is 44 percent of the respondents switch over because of high price.

42
 FIGURE 4.16

REASONS FOR SWITCHING OVER TO OTHER BRANDS

Percentage

15

44

23 High price
Low quality
Poor customer services
Brand fatigue
18

43
 TABLE 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

Level of trust Number of respondents Percentage

Very High 20 18
High 36 33
Moderate 44 40
Low 8 7
Very low 2 2

TOTAL 110 100

Source: Primary data

Table 4.17 gives the level of trust regarding Nivea products among the respondents.

Out of 110 respondents, 18 per cent of respondents have very high level of trust regardingNivea
brand, 33 per cent of respondents have high level of trust regardingNivea, 40 per cent of the
respondents have moderate level of trust regardingNivea, 8 per cent of respondents have low
level of trust and 2 per cent of respondents have very low of trust regardingNivea product.

Majority that is 40 per cent of respondents have moderate level of trust regardingNivea.

44
 FIGURE 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

2
8
20

Very High
High
Moderate
Low

44 Very low

36

45
 TABLE 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEAPRODUCTS

Recommending others to Number of respondents Percentage

purchase

YES 88 80

NO 22 20

TOTAL 110 100

Source: Primary data

Table 4.18 shows whether the respondents are recommending others to purchase Nivea products.

Out of 110 respondents, 80 per cent of respondents recommend others to purchase Nivea
products, 20 per cent of the respondents do not recommend others to purchase Nivea products.

Majority of respondents 80 per cent recommend others to purchase Nivea products.

46
 FIGURE 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEA PRODUCTS

Percentage
20

YES
NO

80

47
 TABLE 4.19

LEVEL OF SATISFICATION REGARDING QUALITY OF NIVEA PRODUCTS

Quality aspects Number of respondents Percentage

Highly satisfied 40 36
Satisfied 61 55
Dissatisfied 6 5
Highly dissatisfied 3 4
Total 110 100
Source: Primary data

The Table 4.19 shows the level of satisfaction of quality of the product among the consumers .

Out of 110 respondents, 36 per cent of the respondents are highly satisfied regarding the quality
of Nivea products, 55 per cent of the respondents are satisfied regarding quality of Nivea
products; 5 per cent of respondents are dissatisfied and 4 per cent of the respondents are highly
dissatisfied regarding the quality ofNivea products.

Together majority (91 per cent) respondents are satisfied and highly satisfied regarding the
quality of Nivea products.

48
 FIGURE 4.19

LEVEL OF SATISFICATION REGARDING QUALITY OF NIVEA PRODUCTS

Percentage

6 3 40

61
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied

49
 TABLE 4.20

LEVEL OF SATISFICATION REGARDING PRICE OF NIVEA PRODUCTS

Price Number of respondents Percentage

Highly satisfied 14 13

Satisfied 60 55

Dissatisfied 27 25

Highly dissatisfied 9 7

Total 110 100

Source: Primary data

The table 4.20 shows the level of satisfaction towards price of the Nivea products.

Out of 110 respondents, 13 per cent of the respondents are highly satisfied and 55 per cent of the
respondents are satisfied regarding the price of Nivea products, 25 per cent of the respondents
are dissatisfied and7 per cent of the respondents are highly dissatisfied regarding the price of
Nivea products.

Together, majority (68 per cent) of the respondents are satisfied and highly satisfied regarding
the price of Nivea product.

50
 FIGURE 4.20

LEVEL OF SATISFICATION REGARDING PRICE OF NIVEA PRODUCTS

9
14

27
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied

60

51
 TABLE 4.21

LEVEL OF SATISFACTION REGARDING VARIETY OFNIVEAPRODUCTS

AVAILABLE

Variety of products Number of respondents Percentage

Highly satisfied 34 31

Satisfied 48 44

Dissatisfied 20 18

Highly dissatisfied 8 7

Total 110 100

Source: Primary data

The table 4.21 shows the level of satisfaction regarding variety of Nivea products available.

Out of 110 respondents, 31 per cent of respondents are highly satisfied regarding variety ofNivea
products available and 44 per cent of the respondents are satisfied, 18 per cent of the respondents
are dissatisfied and 7 per cent of the respondents are highly dissatisfied regarding variety
ofNivea products available.

Together majority (75 per cent) of the respondents are satisfied and highly satisfied regarding the
variety of Niveaproducts available.

52
 FIGURE 4.21

LEVEL OF SATISFACTION REGARDING VARIETY OF NIVEA PRODUCTS

AVAILABLE

8
31
18

20 34

Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied

48

44

53
 TABLE 4.22

LEVEL OF SATISFACTION REGARDING BRAND IMAGE OF NIVEA

Brand image Number of respondents Percentage

Highly satisfied 31 28

Satisfied 59 54

Dissatisfied 12 11

Highly dissatisfied 8 7

Total 110 100

Source: Primary data

The table 4.22 shows the level of satisfaction regarding brand image of Nivea products.

Out of 110 respondents, 28 per cent of the respondents are highly satisfied regarding brand
image ofNivea and 54 per cent of the respondents are satisfied,11 per cent of respondents are
dissatisfied and 7 per cent of the respondents are highly dissatisfied regrading brand image of
Nivea products.

Together majority (82 per cent) of respondents are satisfied and highly satisfied regarding the
brand image of Nivea products.

54
 FIGURE 4.22

LEVEL OF SATISFICATION REGARDING BRAND IMAGE OF NIVEA PRODUCTS

11
28
8
12 31
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied

59

54

55
 TABLE 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA PRODUCTS

Effectiveness Number Of respondents Percentage

Highly satisfied 29 26

Satisfied 56 51

Dissatisfied 16 15

Highly dissatisfied 9 8

Total 110 100

Source: Primary data

The table 4.23 shows the level of satisfaction regarding effectiveness of Nivea products
available.

Out of 110 respondents, 26 per cent of respondents are highly satisfied regarding the
effectiveness of Nivea product, 51 per cent of respondents are satisfied, 15 per cent of
respondents are dissatisfied and 8 per cent of respondents are highly dissatisfied regarding
effectiveness of Nivea products.

Together majority (77 per cent) of respondents are satisfied and highly satisfied regarding
effectiveness of Nivea products.

56
 FIGURE 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA PRODUCTS

Percentage

9 26
15
29
16

Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied

56

51

57
 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 fromdepartmental
stores and malls.
12. Majority that is (51 percent) respondents purchase Nivea body care.
13. Majority (70 per cent) of the respondents are using Nivea 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.

58
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 Nivea products 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.

59
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.

60
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 thereforeNivea have to stand
among the fierce competition with more loyalty.

61
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