TABLE OF CONTENT

1. Introduction to the Topic

2. Company Profile

3. Objectives of the study

4. Research Methodology

5. Data Analysis &Interpretation

6. Findings

7. Suggestion

8. Limitations of the study

9. Conclusion

10.Bibliography

11.Questionnaire
 DECLARATION

We hereby declare that the project work, entitled “MARKETING STRATEGIES

AND CUSTOMER SATISFACTION ON COLGATE” for the degree of
Bachelor of Business Administration is my original work and project work has not
formed that the basis for the award previously of any degree, associate ship,
Fellowship or any other similar titles.
 ACKNOWLEDGEMENT

All praise and honour to Almighty God who guided us throughout this project.

I am indebted to my Guide Ms. MARIYAM CHANDANI for her support and

guidance at each stage of the project work failing which project completion would
have been a rather difficult task.

I am also indebted to my Parent and to our Beloved Friends for their care
and encouragement.
 DECLARATION

I hereby declare the present report entitled “A Study on consumer

preference towards Cadbury” is based on my original work and
indebtedness is based on my original work and indebtedness to other
work / publication has been duly acknowledged at relevant places.
 ACKNOWLEDGEMENT

With immense pleasure, we would like to present this project report for Patanjali Ayurveda Ltd. We take
the opportunity to express our gratitude to all of them who in some or the other way helped us to
accomplish this project. The study cannot be completed without your guidance, assistance, inspiration and
co-operation.

We owe our gratitude to respondents of the survey, without their help we would have been unable to
complete our project. These people have really been kind enough to help us by filling the questionnaire.

We would also like to thank with a deep sense of gratitude to Dr. Vinay Chauhan to shape our
understanding towards the project. It was because of his immense help and support that this
project has been duly completed.

However, we accept the sole responsibility for any possible error and would be extremely grateful to the
readers of this project if they bring such mistakes to our notice
 ABSTRACT

The purpose of this study was to check the effect of brand image on brand loyalty and the role of
customer perception in it. Quantitative study was conducted in Jammu. Sample of 59 local people from
different regions were selected and surveyed through questionnaires. Pearson Correlation and t-tests were
run to analyze the data. Finding reveals that positive and significant relation exists between Brand Image
and Brand loyalty and Customer perception also has a positive moderating effect on this relation. The
sample size was too short. This study can be replicated with a large sample size in similar sector or
context. The impact of marketing communications and consumers’ knowledge on brand loyalty can also
be studied to enhance the study. Organizations ought to pay special attention to the building of brand
image, achieving customer satisfaction. And through this they would also be successful in achieving
brand loyalty.

The study was carried on to observe the brand image of products of Patanjali Yogpeeth
in Jammu. Nowadays there is witnessed a heavy change in the FMCG sector, people
are getting more inclined towards the ayurvedic and herbal products as well as they are
more cautious towards their health issues. More of yoga and consumption of herbal
product is creating revolution in the society. It was found that in small cities people have heavy
faith on Patanjali products as a medicine.

The different books and magazines are also published of Patanjali Yogpeeth which are concentrating on the
health of the people as well as different aasanas and pranayama are more effective as well as popular within the
people all over the places in country.
 ACKNOWLEDGEMENT

The satisfaction of the successful completion of any task wouldn’t be complete

without the expression of gratitude to the people who made it possible.

I am very thankful to Mrs. NEETU AGGRAWAL, Faculty, SANT HARI

DASS COLLEGE OF HIGHER EDUCATION, for the guidance and interest
evinced throughout the preparation of this project.

I also extend my gratitude to the respondents of my survey for their kind co -

operation.

AVINASH PANDEY
BBA 3rd Year
Contents
TITLE PAGE ……………………………………………………………………………………………………………………………………………..1
DECLARATION ............................................................................................................................................... 2
ACKNOWLEDGEMENT ................................................................................................................................... 3

INTRODUCTION ................................................................................... 9
INTRODUCTION ABOUT WRIST WATCHES ................................................ 9
INTRODUCTION TO THE STUDY ........................................................................... 9
TITLE OF THE STUDY .............................................................................................................................. 9
OBJECTIVES OF THE STUDY ................................................................................................................ 10
RESEARCH METHODOLOGY ................................................................................................................ 10
RESEARCH......................................................................................................... 10
RESEARCH DESIGN ......................................................................................... 10
SAMPLING TECHNIQUE ................................................................................. 10
NON-PROBABILITY SAMPLING ............................................................................................................ 11
CONVENIENCE SAMPLING .................................................................................................................. 11
SAMPLE SIZE ........................................................................................................................................ 11

DATA COLLECTION ............................................................................................ 11

PRIMARY DATA.................................................................................................................................... 11
SECONDARY DATA ........................................................................................................................ 11
SIGNIFICANCE OF THE STUDY............................................................................................................ 11
LIMITATIONS OF STUDY ...................................................................................................................... 12

THEORETICAL PERSPECTIVE…………………………………...11
HISTORY OF WRIST WATCHES .................................................................... 13
COMPANY PROFILE ........................................................................................... 15
TITAN INDUSTRIES............................................................................................................................... 15
FASTRACK WATCHES ........................................................................................................................... 19
PROMOTION ....................................................................................................................................... 21
PRICING ............................................................................................................................................... 24
PRICE DISCOUNTS AND ALLOWANCES................................................................................................ 24
LITERATURE REVIEW ......................................................................... 25
Customer perception ........................................................................................ 26
Customer Satisfaction Vs Service Quality .......................................................... 27
Customer satisfaction ....................................................................................... 27
Determinants of customer satisfaction ............................................................. 28
Brand loyalty..................................................................................................... 29
ANALYSIS AND INTERPRETATION .............................................. 30
OCCUPATION OF THE RESPONDENTS ....................................................... 30
TABLE 1.1 ............................................................................................................................................ 30
INTREPRETATION ................................................................................................................................ 31

OCCUPATION OF THE RESPONDENTS ............................................................... 31

CHART 1.1............................................................................................................................................ 31
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS .................... 32
TABLE 1.2 ............................................................................................................................................ 32
INTREPRETATION ................................................................................................................................ 32

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS .................................... 33

CHART 1.2............................................................................................................................................ 33
AGE OF THE RESPONDENTS ......................................................................... 33
TABLE 1.3 ............................................................................................................................................ 33
INTREPRETATION ................................................................................................................................ 33

AGE OF THE RESPONDENTS .............................................................................. 34

CHART 1.4............................................................................................................................................ 34
GENDER OF THE RESPONDENTS ................................................................. 34
TABLE 1.5 ............................................................................................................................................ 34
INTREPRETATION ................................................................................................................................ 34

GENDER OF THE RESPONDENTS........................................................................ 35

CHART 1.6 ......................................................................................................................................... 35

AWARENESS ABOUT THE PRODUCT THROUGH ADS ......................................... 35

 Table 1.6.............................................................................................................................................. 35
Interpretation...................................................................................................................................... 36

COMPARISON OF FASTRACK WATCHES WITH OTHER TITAN BRANDS .............. 36

TABLE 1.7 ............................................................................................................................................ 36
INTREPRETATION ................................................................................................................................ 37

COMPARISON OF FASTRACK WATCHES WITH OTHER TITAN BRANDS .............. 37

CHART 1.8............................................................................................................................................ 37

COMPARISON OF FASTRACK WATCHES WITH ITS COMPETITORS ..................... 37

TABLE 1.9 ............................................................................................................................................ 37
INTREPRETATION ................................................................................................................................ 38

COMPARISON OF FASTRACK WATCHES WITH ITS COMPETITORS ..................... 38

CHART 1.9............................................................................................................................................ 38

PERIOD OF USAGE OF FASTRACK WATCHES BY THE RESPONDENTS ................. 38

TABLE 1.10 .......................................................................................................................................... 38
INTREPRETATION ................................................................................................................................ 39

PERIOD OF USAGE OF FASTRACK WATCHES BY THE RESPONDENTS ................. 39

CHART 1.11 ......................................................................................................................................... 39

AFFORDABILITY OF FASTRACK WATCHES .......................................................... 40

TABLE 1.12 .......................................................................................................................................... 40
INTREPRETATION ................................................................................................................................ 40

AFFORDABILITY OF FASTRACK WATCHES .......................................................... 41

CHART 1.13 ......................................................................................................................................... 41
CUSTOMER SERVICE OF FASTRACK WATCHES ............................................................................................ 41
Table 1.14............................................................................................................................................ 41
Chart No 1.14 ...................................................................................................................................... 42
Interpretation...................................................................................................................................... 42

GENERAL BEHAVIOR OF CUSTOMER SERVICE PERSONNEL ............................... 42

Table 1.15............................................................................................................................................ 42
Chart No 1.15 ...................................................................................................................................... 43
Interpretation...................................................................................................................................... 43
 PRODUCT OF COMPETITOR .......................................................................... 43
Table 1.16............................................................................................................................................ 43
Chart No 1.16 ...................................................................................................................................... 44
Interpretation...................................................................................................................................... 44
Table No 1.16.2 ................................................................................................................................... 44
Chart No 1.16.2 ................................................................................................................................... 45
Interpretation...................................................................................................................................... 45

RESPONSE OF STAFF TOWARDS CUSTOMER’S ENQUIRY ................................... 45

Table 1.17............................................................................................................................................ 45
Chart No 1.17 ...................................................................................................................................... 46
Interpretation...................................................................................................................................... 46

SUGGESTIONS FOR IMPROVING QUALITY OF SERVICES .................................... 47

Table 1.19............................................................................................................................................ 47
Chart No 1.18 ...................................................................................................................................... 47
Interpretation...................................................................................................................................... 47
PRODUCT RANGE OF FASTRACK WATCHES ........................................... 48
Table 1.19............................................................................................................................................ 48
Interpretation...................................................................................................................................... 49

CHANCE OF PURCHASING RIVAL BRAND ........................................................... 49

Table 1.20............................................................................................................................................ 49
Chart No 1.20 ...................................................................................................................................... 50
Interpretation...................................................................................................................................... 50

OPINION ABOUT WEBSITE ................................................................................ 50

Table 1.21............................................................................................................................................ 50
Chart No 1.21 ...................................................................................................................................... 51
Interpretation...................................................................................................................................... 51

STATISTICAL STUDY ........................................................................ 51

TESTING OF HYPOTHESIS .................................................................................. 51
HYPOTHESIS 1 ..................................................................................................................................... 51
Interpretation...................................................................................................................................... 52
 Hypothesis 2........................................................................................................................................ 53
Interpretation...................................................................................................................................... 54

FINDINGS AND SUGGESTION ............................................................. 55

FINDINGS .......................................................................................................... 55
SUGGESTIONS ................................................................................................... 56
CONCLUSION ...................................................................................................................................57
Bibliography ................................................................................................................................................ 58
WEBLIOGRAPHY .......................................................................................................................................... 58
QUESTIONNAIRE ......................................................................................................................................... 59