INTORDUCTION

Marketing is everywhere in our life. The people and organization engage in a vast

number of activities that could be called as marketing. Good marketing has become an

gradually vital component for business success. And marketing profoundly affects our day-to-

day lives. It is embedded in everything we do-from the cloths we wear, to the Web sites we

click on to the ads we see: (A small story for marketing which explains the 21 st century)

Two girls were walking into their local café coffee day outlet, which happens to be in

Delhi, one goes to the counter and purchases two cappuccino coffees and some pastries. The

other site at a table and opens her DELL laptop. Within a few seconds, she connects to the

internet using Jio data card. Once on the net, the girl google the name of the band that played

in the soundtrack of the movie that she saw yesterday in the mall. A number of web sites come

up unaccompanied with ads. One of the ad, the search engine giant google rings up some

money. (Through its AdWords program, it gets paid whenever someone clicks on an

advertiser’s ad.) Now her friend has returned with the coffee and pastries. She’s eagerly waiting

to show off her parent’s gift to her birthday: a modern REDMI smart phone created by a team

of young chines-based designers after months of market research and consumer test. The two

girls are admiring the slender phone when it receives a text message announcing the availability

of the latest ringtones that can downloaded on the phone. They turn to the laptop and get

connected to YouTube.com to learn about popular music and movies.

“Good marketing is not a coincidence, but a result of careful training and

implementation. It is both an art and a science-there’s a continuous tension between its

expressed side and its creative side”

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DIFFERENCE BETWEEN MARKETING AND SELLING

The terms ‘marketing’ and ‘selling’ are related but not synonymous. ‘Marketing’ as

stated earlier, emphasises on earning profits through customer satisfaction. In marketing, the

focus is on the consumer’s needs and their satisfaction. ‘Selling’ on the other hand focuses on

product and emphasises on selling what has been produced. In fact it is a small part of the wide

process of marketing wherein emphasis is initially on promotion of goods and services and

eventually on increase in sales volume. Marketing has long term perspective of winning over

consumer loyalty to the product by providing him maximum satisfaction. However, selling has

short-term prospective of only increasing the sales volume. In marketing, the consumer is the

on king whose needs must be satisfied. In selling, the product is supreme and the entire focus

is its sale. Marketing starts before production and continues even after the exchange of goods

and services has taken place.

Marketing:

1. Marketing includes selling and other activities like various promotional measures,

marketing research, after sales service, etc.

2. It starts with research on consumer needs, wants, preference, likes, dislike etc., and

continues even after the sales have taken place.

3. Focus is on earning profit through maximisation of customers’ satisfaction.

4. Customer’s need is the central point around whom all marketing activities revolve.

5. It is an integrated approach to achieve long term goals like creating, maintaining and

retaining the customers.

6. Stresses on needs of buyer.

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Selling:

1. Selling is confined to persuasion of consumers to buy firm’s goods and services.

2. Selling starts after the production process is over and ends with the handing over the

money to the seller by the buyer.

3. Focus is on earning profit through maximisation of sales.

4. Fragmented approach to achieve shortterm gain.

5. All activities revolve around the product that has been produced.

6. Stresses on needs of the seller.

FUNCTIONS PERFORMED IN MARKETING

You have learnt that marketing is the performance of those business activities that direct

the flow of goods and services from producers to consumers or users. Let us now learn what

those activities are? These are briefly discussed hereunder.

Marketing Research

Marketing research involves collection and analysis of facts relevant to various aspects

of marketing. It is a process of collecting and analysing information regarding customer

needs and buying habits, the nature of competition in the market, prevailing prices,

distribution network, effectiveness of advertising media, etc. Marketing research gathers,

records and analyses facts for arriving at rational decisions and developing suitable

marketing strategies.

Product Planning and Development

As you know marketing starts much before the actual production. The marketeers

gather information regarding what are the needs of the consumers and then decide upon

what to produce. So, the task of marketing begins with planning and designing a product

for the consumers. It can also be done while modifying and improving an already existing

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product. For example, now-a-days we find much better soaps and detergent powders than

we used to get earlier. Similarly, we have many new products introduced almost on a

regular basis.

Buying and Assembling

Buying and assembling activities as a part of marketing refer to buying and collection

of required goods for resale. This function of marketing is primarily relevant to those

business organisations that are engaged in trading activities. In the context of

manufacturing organisations, buying and assembling involves buying raw materials and

components required for production of finished goods.

Packaging

Packaging involves putting the goods in attractive packets according to the convenience

of consumers. Important considerations to be kept in view in this connection are the size

of the package and the type of packaging material used. Goods may be packaged in bottles

(plastic or glass), boxes (made of tin, glass, paper, plastic), cans or bags. The size of the

package generally varies from a few grams to a few kilograms, one piece to a number of

pieces of a product, or in any other suitable quantity in terms of weight, count, length etc.

Packaging is also used as a promotional tool as suitable and attractive packages influences

the demand of the products. It may be noted that packaging is different from packing,

which refers to putting goods in suitable containers for transportation purposes.

Standardisation and Grading

Standardisation refers to development of standards for production of goods with respect

to shape, design, colour and other characteristics. If products are standardised, customers

are able to identify a product and its characteristics very well. So goods can be sold by

sample or description. Standardisation helps in promoting the sale of the product by

increasing consumers’ confidence in the product quality. Grading involves separating

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 products into different classes on the basis of certain predetermined standards relating to

size and quality. Grading is required in case of agricultural, forest and mineral products

such as cotton, sugar cane, iron ore, coal, timber, etc.

Branding

Branding means giving an attractive name, symbol or identity mark to the product to

make a product different from others so that it is known by that name or symbol or mark.

For example, Surf is the brand name of a detergent powder produced by Hindustan

Unilever Limited (HUL). Similarly, you must be familiar with brands like Colgate for

toothpaste, Lux for soap and so on.

Pricing the Product

Pricing involves decisions regarding fixation of product prices, keeping in view the

product costs, the capacity of customers to pay, and the prices of the competitive products.

It is an important decision as it influences the sales and so also the profits. So pricing has

to be done very carefully.

Promotion of the Product

Promotional activities include advertising, personal selling, sales promotion and

publicity. All promotional activities involve communication with the existing and

prospective customers whereby they are made aware of the product, its distinctive features,

price, availability etc. The objective of promotional activities is to motivate the customers

to buy the product.

Distribution

Distribution refers to those activities that are undertaken for sale of products to the

customers and the physical transfer thereof. The first aspect i.e., sale of product involves

use of middlemen such as wholesalers and retailers whose services are used for making

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the products available at convenient points and helping in their sale to the ultimate

consumers. The second aspect i.e., physical transfer involves warehousing and

transportation of goods from the point of production to the point of sale or the

consumer.The objective of distribution activities is to ensure that consumers get the goods

and services at the place and time most convenient to them and in the desired quantity.

Selling

Selling is an important function of marketing whereby the ownership of goods and

services is transferred from the seller to the buyer for a consideration known as price. To

initiate and complete the process of selling, the seller has to inform the prospective buyer

about availability of goods, the nature and uses of products, their prices and the needs of

the customers that may be effectively satisfied by the product. In the process, he arouses

customers’ interest in the product and persuades them to buy it.

Storage and Warehousing

Storage refers to holding and preserving goods from the time of their procurement or

production till the time of their sale. In other words storage involves making suitable

arrangements for preserving the goods till they are bought by the consumers and delivered

to them. Warehousing is synonymous to storage but is normally used for large-scale

storage facility for goods and commodities. You must have seen cold storage where

vegetables like tomato, cabbage, potato etc. are stored to be consumed throughout the year.

In marketing it is essential to store raw material and finished goods to be used later by the

company for production or for resale.

Transportation

Transportation refers to the physical movement of goods from one place to another. In

marketing, transport as an activity refers to physical movement of raw materials as well as

finished goods from the place of production to place of consumption. Goods are

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 transported through various means like railways, roadways, waterways and airways. For

heavy and bulky goods, the railways and waterways are the best. For other goods, it

depends upon the demand, cost involved, urgency, nature of the goods etc. to decide about

a suitable means of transportation.

Types of Market

According to Area:-

• Local Market

• Regional Market

• Rural Market

• National Market

• International Market

According to Goods and Commodities:-

• Fruit Market

• Furniture Market

• Stock Market; so on

According to Volume of transaction:-

• Wholesale Market

• Retail Market

Definition:-

Marketing is defined by the American Marketing Association as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at large." ] The term developed from

the original meaning which referred literally to going to market with goods for sale. From

a sales process engineering perspective, marketing is "a set of processes that are interconnected

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and interdependent with other functions" of a business aimed at achieving customer interest

and satisfaction.

Dr. Philip Kotler defines marketing as “the science and art of exploring, creating,

and delivering value to satisfy the needs of a target market at a profit. Marketing identifies

unfulfilled needs and desires. It defines, measures and quantifies the size of the identified

market and the profit potential. It pinpoints which segments the company is capable of

serving best and it designs and promotes the appropriate products and services.”

Marketing is essentially involved in outward communication, in promoting the

corporate goals of the company it is serving. It is the process through which companies

accelerate returns by aligning all communication objectives (advertising, marketing, sales,

etc), into one department to more efficiently achieve the overall corporate goals. Antoine

Didienne

The Chartered Institute of Marketing defines marketing as "the management process

responsible for identifying, anticipating and satisfying customer requirements profitably." A

similar concept is the value-based marketing which states the role of marketing to contribute

to increasing shareholder value. In this context, marketing can be defined as "the management

process that seeks to maximise returns to shareholders by developing relationships with valued

customers and creating a competitive advantage."

Customer Satisfaction:-

Weather the purchaser is fulfilled after purchased be contingent on the offer’s

performance in relationship the buyer expectation, and weather the buyer interprets and

deviations between the two. In general, satisfaction is a person’s moods of pleasure or

dissatisfaction that result from a comparing a products perceived performance to their

expectations. If the performance falls short of outlooks, the customer’s dissatisfied. If the

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routine matches the outlooks, the customer is satisfied. If the performance exceeds outlooks,

the customer is highly satisfied or pleased. Customer calculations of product performance

depend on many factors, specifically the type of loyalty relationship the customer has with the

brand consumer often from more satisfactory insight of a product with a brand they previously

feel positive about it.

Although the customer centered firm seek to create high customer satisfaction that is

not is ultimate goal. If the company increases customer satisfaction by lowering its price or

increasing it service, the result may be lower perfect. The company might be able to increase

its profitability by means other then increased satisfaction (e.g. by improving manufacturing

process or investing more in R&D).Also the company has many stakeholders including

employee, dealer, supplier and stock holders. Spending more to increase customer satisfaction

might divert funds from increasing the satisfaction of other partners ultimately, the company

must operate of the philosophy that it is trying to deliver a high level of customer satisfaction

subject to delivering acceptable levels of satisfaction to the other stake holders given its total

resources.

How do buyers from their expectations? Hope result from fast buying experience,

friends and associate advice and marketers and competitors information and promises. If

marketers raise expectations to high the buyer is likely to be disappointed however, if the

company set expectations to low it won’t attract enough buyers (although it satisfy the buyers).

Some of today the most successful companies are raising to the expectations and delivering

performances to match. Korean automaker Kia found success in united states by launching low

cost, high quality cars with enough comfort so that it could offer 10-years warranties.

It looks at what is involved in 3 different angles and the first is from the view of an

organisation that is wishing to understand and measures and how to satisfy its customer are

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with the products and services they receive from it. The second is from the standpoint of an

search agency that has been asked to obtain feedback from customers and about their

experiences when dealing with companies. Finally, it consider the issue from the perspective

of consumers who participate in surveys including both the business customers and members

of general public in the society.

The Customer satisfaction is a business term is a measure to products and services

supplied by a company meet or surpass customer expectation. It is seen as a key performance

pointer within business and part of the four prospective of balanced score card.In a competitive

market place were businesses compete for customers, customer satisfaction is seen as a key

differentiator and gradually has become a key element of the business strategy and the customer

satisfaction drives to the successful private sector business .By High performing businesses

have developed in principles and strategy for realizing the customer satisfaction.

METHODS OF CUSTOMER SATISFACTION

1. Direct Methods:-

Directly contacting customers and getting their valuable feedback is very

important. Following are some of the ways by which customers could be directly

tabbed:

a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could

be treated as first point of contact for getting customer feedback. These

feedbacks are compiled to analyze customers’ perception.

c. Getting customer feedback through face to face conversation or meeting.

d. Feedback through complaint or appreciation letter.

e. Direct customer feedback through surveys and questionnaires.

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 Organizations mostly employ external agencies to listen to their customers and

provide dedicated feedback to them. These feedbacks needs to be sophisticated and in

structured format so that conclusive results could be fetched out. Face to face meetings

and complaint or appreciation letter engages immediate issues. The feedback received

in this is not uniformed as different types of customers are addressed with different

domains of questions. This hiders the analysis process to be performed accurately and

consistently. Hence the best way is to implement a proper survey which consists of

uniformed questionnaire to get customer feedback from well segmented customers. The

design of the prepared questionnaire is an important aspect and should enclose all the

essential factors of business. The questions asked should be in a way that the customer

is encouraged to respond in a obvious way/. These feedback could received by the

organizations can be treated as one of the best way to measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is

surprise market visit. By this, information regarding different segment of products and

services provided to the customers could be obtained in an efficient manner. It becomes

easy for the supplier to know the weak and strong aspects of products and services.

2. Indirect Method:-

The major drawback of direct methods is that it turns out to be very ostly and

requires a lot of pre compiled preparations to implement. For getting the valuable

feedbacks the supplier totally depends on the customer due to which they looses

options and chances to take corrective measure at correct time. Hence there are other

following indirect methods of getting feedback regarding customer satisfaction:

a. Customer Complaints: Customer’s complaints are the issues and problems

reported by the customer to supplier with regards to any specific product or

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 related service. These complaints can be classified under different segments

according to the severity and department. If the complaints under a particular

segment go high in a specific period of time then the performance of the

organization is degrading in that specific area or segment. But if the

complaints diminish in a specific period of time then that means the

organization is performing well and customer satisfaction level is also higher.

b. Customer Loyalty: It is necessarily required for an organization to interact

and communicate with customers on a regular basis to increase customer

loyalty. In these interactions and communications it is required to learn and

determine all individual customer needs and respond accordingly. A customer

is said to be loyal if he revisits supplier on regular basis for purchases. These

loyal customers are the satisfied ones and hence they are bounded with a

relationship with the supplier. Hence by obtaining the customer loyalty index,

suppliers can indirectly measure customer satisfaction

Service Quality:-

The Service quality is a concept that has been aroused considerable interest and debate

in the literature because of the difficulties in both defining it and measuring it with no overall

consensus emerging either. There are a number of different definitions as to what is meant by

the service quality. One that is commonly used for service quality is the extent to which a

service meets customer’s need or expectation. Service quality can thus be defined as the

difference between customer expectations of service and the customer experience. If

expectations are greater than performance, then the perceived quality is less than the

satisfaction level and hence customer dissatisfaction occurs. Always there exists an important

question: Why should service quality be measured? Measurement allows for comparison before

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and after changes, for the location of quality related problems and for the establishment of

higher standards for service delivery. The starting point in developing quality in services is

analysis and measurement. applied in this research, is the most common method for measuring

service quality. By the 1990’s service organizations were also beginning to understand what

their manufacturing colleagues had discovered earlier that quality cannot be improved unless

it is measured, and the best measure is the customer.

FIVE DIMENSIONS OF SERVICE QUALITY :-

Parasuraman et al. (1988) 8 devised the scale for measuring service quality on the basis

of five-dimensions as follows.

• Tangibles: This dimension of service quality re fers to those elements, which provides

tangibles to the service and includes physical facilities, equipments of the service provider,

dress and appearance of the service personnel.

• Reliability: This refers to the ability of the service provider to accurately perform the

promised service of right quality goods at right prices.

• Responsiveness: It refers to the willingness of the service provider and his staff to provide

assistance and prompt service to customers.

• Assurance: This refers to the ability of the service provider and his employees to use their

knowledge and courteous behaviour to install trust and confidence in customers regarding the

services rendered.

• Empathy: This refers to the care and concern shown to the customers and the capability of

the firm to devote individualized attention to its customers.

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Definition:-

Changes in companies’ customer satisfaction scores don’t happen overnight; they have

to work their way through complex value chains that ultimately affect quarterly profits and

stock prices (Harvard Business Review, 2007).

Oliver (1980) defines that “Customer satisfaction is a summary psychological state

when the emotions surrounding disconfirmed expectations are coupled with the consumer’s

prior feelings about consumption experience”.

According to Churchill and Surprenant (1982), “Customer satisfaction is an output,

resulting from the customer’s pre-purchase comparison of expected performance with

perceived actual performance and incurred cost”.

Parasuraman et al. (1994) have put further put forward the simple and clear definition

for satisfaction. They suggest that satisfaction is influenced by service quality, product 3 quality

and price. They researched satisfaction on a transaction level, implying that the overall

satisfaction is a function of transactions.

Customer satisfaction indicates the full fillment that customers derive from doing

business with a firm. In other words, it’s how happy the customers are with their transaction

and overall experience with the company.

Importance :-

The person is used as a factor for making marketing strategies and adapt the marketing

mix to their needs. This is the only way for a high - grade satisfaction of the customers’ needs.

In the conditions of marketing orientation in the company’s work where the customer is in the

focus of its activity knowing the customers’ needs is a condition for an optimal combination

and factors for production and the strategy of marketing

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 Accomplishment of the economic aims in the process of reproduction, represent high

- grade satisfaction of particular customers’ needs. Consumers are subjects that purchase goods

and services to satisfy their needs. The consumer behaviour derives from the decision whether,

what, when, where and how to purchase goods and services. Therefore, marketing is primarily

interested in the behaviour of the subject as a consumer.

Nowadays, it is normal to assume that marketing constantly follows the consumer’s

needs as a basic assumption in the development of a suitable strategy leading to the consumer’s

satisfaction. It should be taken into consideration that needs are a social category changing all

the time and are never satisfied. By setting a suitable strategy based on qualitative information

the marketers contribute to the development of a loyal consumer’s category that will lead t a

realization of a general strategy, survival and development of the company. Being familiar with

the consumers’ needs is of great importance to the company.

Economic subjects accomplish their tasks in the process of reproduction and thus satisfy

certain needs. The consumers are the focus activity of the company’s marketing orientation, it

is crucial to know the consumers’ needs in order to achieve an optimal combination of both:

the production factors and the disposal of products. Therefore the research of the of the

consumers’ needs and measure his satisfaction is of a great significance. During the process of

research, it is important for the company to take into consideration these following

components: A variety of needs occur under the influence of certain factor combination.

The company must consider these factors when it establishes the extent of the

consumer’s needs, which is essential for its activities on the market; needs are dynamic and

they change due to the factors that influence them. It means that the businesspersons have to

adjust their activities on the market by constant exploration of the factors together with its

complexity and direction; and the market division into segments, will be accurate only if the

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needs are identified; especially their intensity, quality, duration, etc. The factors form the

segments and they condition the needs and the consumption. This approach should allow the

company’s marketing programme to adapt to the dynamics of the needs, which means a greater

flexibility of certain instruments depending directly on the factors that condition the needs.

Management and marketing theorists underscore the importance of customer satisfaction for a

business’s success.

DIFFERENT WAYS OF CUSTOMER SATISFACRION:-

Customer behaviour and expectations are the two leading indicators for any business

aiming towards customer centricity. The technology enabled customers of today are smart

enough to choose the best possible services available to them. A deal or an offer is always a

one-time thing that cannot fulfil all the parameters of customer satisfaction. According to a

McKinsey study, “70% of buying experiences are based on how the customers feel they are

being treated.” Hence, once customers defect to competition, chances of them coming back are

negligible.

To counter customer defection and customer churn, it is important to measure customer

satisfaction and work on the factors that directly affect customer euphoria. Your customers

taking the time to write an email about how happy they are to receive your services clearly

shows the superior level of customer satisfaction that your business is able to deliver. The book

of a satisfied customer can only begin after a business is able to measure their customer service

experiences.

Let us have a close look at some of the leading metrics that can help you record

customer satisfaction and boost your organization’s journey towards delivering great CX

memories:

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Number 1: Use Customer Surveys

To get accurate feedback and actionable items for customer satisfaction, survey your

customers soon after the utilization of the service. There are different ways by which an

organization can conduct customer surveys:

•In-app surveys

•Online surveys

•In-store surveys

•Feedback forms

•Offline surveys over the phone or SMS.

By integrating a contact center technology with a feedback tool, organizations can record

surveys that ask customers to rate their services. Remember that your customers are very busy,

and most of them hesitate to fill in surveys as it takes their precious time. To counter this, your

surveys should be crisp and specific.

Number 2: Measure Customer Satisfaction Score

The Customer satisfaction score measures the short-term happiness of your customers.

The scale typically ranges from highly unsatisfied to highly satisfied:

•Highly unsatisfied

•Unsatisfied

•Neutral

•Satisfied

•Highly satisfied

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 The above scale asks the customers to rate the service received from 1–5, where 1

represents customers who are highly unsatisfied and 5 represents customers who are highly

satisfied. Some businesses increase the scale to 7 or even 10 to record more accurate results

from their customers. Once the score is collected from the desired number of customers, the

average number received is the CSAT score you can relate to. A higher CSAT score means

higher customer satisfaction. But it has a limitation, as it only measures the recent transaction

with the business. To measure the wider relationship let's drill down further.

Number 3: Measure Net Promoter Score

Imagine a situation where your customers are satisfied with your offerings but are not

ready to recommend your business to friends. Such a situation arises when they are not sure of

your longevity to keep them happy. To measure results and track customer loyalty, Net

Promoter Score (NPS) was introduced. NPS measures the probability of a customer referring

your business to someone. Thus it does not measure the short-term happiness as the customer

is bound to think about the service provided to them over a time period and refer to a friend

only in case of consistency. Thus, a simple question under NPS would look like:

Will you recommend us to your friends?

•0–6 (Not a chance) - detractors

•7–8 (Maybe)

•9–10 (Very Likely) - promoters

To calculate NPS, just subtract the percentage of detractors from the percentage of

promoters.

A high percentage means that your customers have developed a sense of loyalty towards your

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brand and are ready to take you places, but a low percentage would mean that your customers

believe you lack consistency to keep them happy.

Number 4: Track Customer Effort Score

The Customer Effort Score (CES) tells a different side of the story, where a customer is

questioned about the amount of effort they have to invest in order to interact with the company

and get their issues resolved. CES has two versions where certain businesses ask ”the personal

effort put in by the customers” and others asking ”if the organization has made it easy for the

customers to interact with the business.” While the first question can again take the rating level

ranging from 1 (very low effort) to 5 (very high effort), obviously 1 being the preferred rating.

The second question just asks the customers if they agree or disagree with the statement. This

makes it easy for the businesses to understand how well their customer service department is

performing and where they stand in the race of customer satisfaction.

Number 5: Check Your Social Media Pages

Customers in recent years have found a new avenue to complain about services or products.

Rather than complaining through customer service departments, they mention their issues on

social media and discuss with the influencers so that the world is aware of the pros and cons of

using a particular offering. With the potential of social media to reach millions of people within

seconds, businesses should regularly monitor their brand over social media. Facebook and

Twitter are the two most relevant platforms that a business should track. But for certain service

related organizations, it is equally important to track forums and websites such as Quora, Yelp,

Reddit, etc. There are so many tools available in the market that can help you track how your

brand is performing on social media. The simplest result would look like:

•Positive Sentiments - 40%

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 •Negative Sentiments - 15%

•Neutral Sentiments - 45%

Such results explain where you are going wrong in terms of customer satisfaction. The higher

the positive/negative sentiment ratios, the higher are the chances of incredible customer

satisfaction.

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 Objective of study
Primary Objective:
A study on Customer Satisfaction at Hindusthan Unilever .
Secondary objective:
• To study on products they delivered to the customer and how are the services while
delivering the products and maintaining the customers.
• To analysis with competitors by comparing with product and services to the
customers.
• To study on maintenance of products and services effective manner but this customer
will be satisfied.
• To study on how much faster services provided by bank if any mistake happened.

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 LIMITATIONS OF THE STUDY

1. Due to limitation of time only few people were selected for the study. So the sample of
consumers was not enough to generalize the findings of the study.

2. The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

3. People were hesitant to disclose the true facts.

4. The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same.

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 NEED FOR THE STUDY

• This study is needed to find out all the customer satisfaction towards the products and
services of the Hindustan Unilever Limited.
• This study of the topic will help to get knowledge of product and services of HUL and
also measure the satisfaction level of customer from those products and services.
• As the study contains the information regarding HUL and also a comparative analysis
from other private bank. Hence the study will lead to new way to tackle the problems
and strength of HUL in respect of products and services.
• Customer satisfaction survey is a systematic process for collecting consumer data,
analysing this data to make it into actionable information, driving the results throughout
an organization and implementing satisfaction survey is a management information
system that continuously captures the voice of the customer through the assessment of
performance from the customers’ point of view

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 SCOPE OF THE STUDY

• The study aims at identifying the extent to which the product quality of a watch affects
its competitiveness.
• The outcome of the study reveals the current perception about the watches rooted in the
minds of the customers which could be useful in formulating the strategies in future
operations of the company, for the attainment of its goals in this competitive scenario.
• The industry is in the current scenario is booming and undergoing a rapid growth. The
emergence of new generation in the Indian provisional market has raised the
competitiveness in the industry.

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Review of Literature

M. Akhil et al Ali Ashar T Thayyullathil (2014-2015), in the research paper, “A Study

on Customer Satisfaction towards Maruti Suzuki in Coimbatore”, examine the factors

influencing the customers to choose Maruti Suzuki as their car, using personal survey of

structured questionnaire sampling Techniques for 150 respondents. The results of Percentage

analysis, Chi square test. The result of the study indicates the relation between Maruti Suzuki

and Coimbatore customer.

G.M. SUDHARSHAN et al ANAND M B, S.R. NAGARAJA (2013), in the research

paper, “A STUDY ON CUSTOMER SATISFACTION TOWARDS SELECTED

HOSPITALS AT SHIVAMOGGA CITY”, examine the factors influencing the customers to

choose selected hospitals at Shivamogga city, using personal survey of structured questionnaire

sampling techniques for 100 respondents. The results Average mean value method. The result

of the study indicates the purpose for choosing a selected hospital.

C.Boobalan et al K. Jayaraman (2017), in this research paper, “CUSTOMERS’

SATISFACTION TOWARDS RELIANCE JIO SIM WITH SPECIAL REFERENCE

TO DHARMAPURI DISTRICT” inspect to find out the factors influencing the customer, by

the personal survey of structured questionnaire sampling Techniques for 468 responds. The

results are found by the tools like Simple Percentage, Chi-Square Tests and F-test. The result

of the study indicates the level of satisfaction can also vary depending on other options and

customer.

S.S. Sudesh et al Arun Chand (2015), in this research paper, “ A Comparative study

on customer satisfaction towards airtel & Vodafone with reference to avadi ” the main

objective of the study is to compare the services rendered by airtel & Vodafone, using a

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personal survey for structured questionnaire sampling Techniques for 100 responds. The results

also indicate that most of the customers were satisfied toward Airtel & Vodafone.

Ms.Nishandini Ramesh et al Mr.M.S.Siranjeevi (2017),“ The Determinants of

Customer Satisfaction towards Cosmetic Products” The important goal of this research is

to track and measure customer satisfaction on cosmetics, from that we can find the steps in

order to increase the overall quality of the customer service and also to analyse about the

spending the female customers make monthly on cosmetic, using a personal survey with 120

respondents were selected and obtained various response based on questionnaire method. The

results have been found by using tools like percentage analysis, Anova, mean analysis and

correlation. The present scenario, the spending habit of the customer has increased with respect

to cosmetic product.

Dr. A. Radhakrishnan et al k. Radhika (2018), “A Study on Customer Satisfaction

towards Himalaya Products with Reference to Cuddalore Town” goal and target have to

be monitored and competitor strategies analysed, anticipated and exceeded. It is a frequency

term used in marketing. By taking a personal survey with 100 respondents were been selected

but there were various consumer based on questionnaire method. The hypothesis tools that

have been used are Percentage analysis, Chi-square analysis. Customer is influenced by their

attitude towards the product and therefore marketers need to product to implement their

strategies and tactics frequently in order to achieve more consumers.

Dr. R Eswaran et al M Senthil (2016), “A study on customer satisfaction towards

Nokia mobile phone in Salem city” The main goal of the study is to evaluate the customers

buying behaviour of NOKIA mobile phones. By taking a personal survey from 50 respondents

where been selected but there was various consumer based on questionnaire method. The tools

that have been for the research are Chi – square & result Hypothesis. From the respect customer

26
point of view it has been came to know that the customers have a positive feedback towards

the brand and hence there is ample scope for the sustainability of an exclusive shop in the

Salem City.

D. Vijayalakshmi et al M. Shantha Kumari & S. Deepika, “A study on customer

satisfaction of a selected branded two wheelers in south Coimbatore” To examine the

association between the socio-economic profile of the respondents and the selection of brand

and to examine the satisfaction level of the respondents. By taking the 250 respondents have

been taken for the study by applying the Sampling Techniques. The tools that have been used

for this research are Simple Percentage Analysis, Chi-square, t-test, ANOVA. The company

manager should concentrate on measuring and understanding the factor which affects the

customer satisfaction.

S. Sangeetha et al P. Sri Padma Abirami (2016), “Customer Satisfaction Towards

ITC Products” To know the level of satisfaction towards the ITC products and to know the

suggestion to find the basic of study. By taking a sample size from 100 Respondents to find the

data. The hypothesis that have been used is Chi-square. The survey has been conducted that

the people’s linking pattern of the ITC products and it is been observed that the overall retailers

like to buy the ITC products because of the margins given by them.

K. Sankaranarayanan (2015), “A Study on Consumer ’ Satisfaction towards Dove

Soap in Mayiladuthurai Town” To know the social & economic profile of the consumers of

Dove soap to determine the most influencing factors in the purchase of the Dove soap and to

know the source of influencing in the purchase of the Dove soap. By using a sample size of

125 respondents to get the fine data. The survey is been done with different age category of

people to know the correct outcome for this survey. It is important for marketers to know the

consumer behaviour with the respect of toilet soaps which will be very useful in adopting

27
suitable strategies. But this research paper attempts to analyse the brand loyalty, satisfaction,

awareness regarding Dove soap in Mayiladuthurai town, Tamil nadu.

K. Anitha et al Dr. M. Uma Maheswari (2013), “A Study on Customer Satisfaction

Towards Titan Watches with Reference to Erode District” To know about the appropriate

place to advertise Titan watches and to know about the respondent’s opinion towards other

brands of watches and to find out the respondents’ period of using Titan watches. There are

totally 100 respondents used for this survey to get the proper output from the research. The

hypothesis tool that has been used for this survey is chi-square test. The company should create

the awareness through television, Newspaper, magazines etc. And there will be an increase in

the sales of products if the price of the product could be reduced into a small margin.

T.Porkodi et al V.Rengarajan & V.Vijayanand “A STUDY ON CONSUMER

PREFERENCE TOWARDS LAPTOPS IN TIRUCHIRAPALLI DISTRICT” To study

the types of Laptops available in the market and to find out the satisfaction of the consumers

towards the charges, the quality, the provisions, the after sales service and others by the dealers

and to know the level of consumer satisfaction on the Laptop and other accessories that are

been usage. By taking the survey from 120 respondents to get the proper information in the

research work. The tool that have been used for this research is chi-square test. In this present

study consumers looks for the product with higher specification and trustful laptop is starting

to witness a bit in the industry.

Neha joshi (2014) “To identify the factors that influences the decisions of

consumers preference towards restaurant”,The various types of restaurants: family/popular,

Atmosphere, and gourmet, and also study and gather information from the customers who visit

the restaurant, using sampling method for 89 respondents were surveyed. The statistical tools

used in the study were percentage analysis, Rank analysis, Chi-square analysis, ANOVA-test

28
T-test. The result of the study has emphasized that, in order to succeed, restaurant operators

need to pay attention to the attributes that have the highest regards in relation to consumers

selection behaviour. Soo it is evident from the study that majority of the consumer have visited

different restaurant at different times.

Mai Ngoc Khuong in the research paper, “Factors Affecting Customer Satisfaction

and Customer Loyalty”, The factor which are used to satisfy the basic mobility need of the

individual, the demand for transport services come into play, using personal survey for 288

respondents. The results of reliability method, factor analysis, correlation and regression

revealed that reliability, responsiveness, price and satisfaction directly affected customer

loyalty. As the result the study also recommended suggestions to improve customer satisfaction

and customer loyalty.

M.Mondurailingam et al V. Jeysalan (2015), “A Study on customer satisfaction towards

KFC & MCDONALDS in Chennai”, To compare the main competition with KFC &

MCNOLADS And to know the satisfaction levels between this both companies. For this

research they have used null hypothesis and chi-square to bring the value. Both the company

gives tough competition with each other in term of customer satisfaction and promotional

activities.

29
 RESEARCH METHODOLOGY

Research is a serious academic activity with a set of objectives to explain or analyze or

understand a problem or finding solution(s) for problems(s) adopting a systematic approach in
collecting, organizing and analyzing the information relating to a problem.

Research could be understood as an organized activity with specific focus[objectives]

on problem or issue supported by compilation of related data and facts, involving application
of relevant tools of analysis and deriving logically sound inferences based on originality.

Research methods refer to the various schemes, algorithms and procedures that are used
in a research. It includes theoretical procedures, statistical approaches, experimental studies,
numerical schemes etc. Research methods enable us to collect data, samples and find a solution
to a problem. Scientific research methods require facts that are supported by explanations. Mere
reasoning is not enough while gathering data.

Research methodology refers to systematic ways of solving a problem. It is the science

of studying how research is to be carried out. It refers to the systematic steps taken while
collecting, analysing, and interpreting the data.

Definitions of Research

• According to Clifford Woody research comprises defining and redefining problems,

formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;

making deductions and reaching conclusions; and at last carefully testing the conclusions

to determine whether they fit the formulating hypothesis.

• D. Slessinger and M. Stephenson in the Encyclopedia of Social Sciences define

research as ‘the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that knowledge aids in

construction of theory or in the practice of an art.’

• Webster’s New International Dictionary defined research as, ‘careful or critical inquiry

or examination in seeking facts or principles; diligent investigation in order to ascertain

something.

30
Method of data collection

Data collected are from both primary and secondary sources. Methods of collecting

primary data employed in the study are Questionnaire and Personal Observation.A

questionnaire is a sheet or sheets of paper containing questions relating to certain specific

aspect, regarding which the researcher collects data.

The type of questionnaire used is Structured Questionnaire. A structured questionnaire

is one in which every aspect of the questionnaire is determined and there is no scope for any

modifications or alteration after the final draft is adopted. The questions are final in their form

and structure. Only closed ended questions are used in the questionnaire.

Observation may be defined as, “sensible application of sense organs in understanding

less explained or unexplained phenomena.”

The type of observation followed in the study is Unstructured Observation. In this type

of observation, there is no advance designing of what, how, when, who, etc., of observation.

The observer is given the freedom to decide on the spot, to observe everything that is relevant.

Secondary data used in the study are from various journals, articles, research works and the

internet.

Sample size:-

Customers who uses Hindusthan Unilever Products with the sample size of 100 people.

Data’s used:-

primary data :-

Primary data is data that is collected from public who uses HUL products by the using methods

like surveys . It is collected with the research project in mind, directly from primary sources

like Questionnaires.

31
Secondary data :-

The term is used in contrast with the term secondary data. Secondary data is data gathered from

studies, surveys, or experiments that have been done in other project by other people.

STASTICAL TOOLS:-

Chi Square :-

X# = (&’()*
(

where,

O = Observed

frequency E = Expected

Frequency

Expected Frequency = × @9>ABC

;9<=>

DE=CF ;9<=>

Degree of Freedom = (R − 1)(C − 1)

where,

R = Number of rows

C = Number of columns

Correlation

Correlation is a statistical measure that indicates the extent to which two or more

variables fluctuate together. A positive correlation indicates the extent to which those variables

increase or decrease in parallel; a negative correlation indicates the extent to which one variable

increases as the other decreases.

32
The formula for the sample correlation coefficient is:

where Cov(x,y) is the covariance of x and y defined as

S2x and S2y are the sample variances of x and y, defined as

T – Test and F-Test

A t-test is a type of inferential statistic which is used to determine if there is a significant

difference between the means of two groups which may be related in certain features. T test is

used as a hypothesis testing tool, which allows testing of an assumption applicable to a

population.

33
 0

An F-test is any statistical test in which the test statistic has an F-distribution under the

null hypothesis. It is most often used when comparing statistical models that have been fitted

to a data set, in order to identify the model that best fits the population from which the data

were sampled.

Percentage Analysis

Percentage analysis is the method to represent raw streams of data as a percentage for
better understanding of collected data. Percentage Analysis is applied to create a contingency
table from the frequency distribution and represent the collected data for better understanding

Number of Respondents
Percentage of Respondents = × 100
Total Number of Respondents

34
COMPANY PROFIL

35
 Hindustan Unilever Limited (HUL) is a British-Dutch company headquartered in

Mumbai, Maharashtra. It's products include foods, beverages, cleaning agents, personal care

products, water purifiers and consumer goods.

HUL was established in 1933 as Lever Brothers. Following the merger among Lever

Brothers in 1956, it was renamed as Hindustan Lever Limited. The company was renamed in

June 2007 as "Hindustan Unilever Limited".

As of 2019 HUL portfolio had 35 product brands in 20 categories and employs 18,000

employees with sales of Rs. 34,619 crores in 2017-18.

In December 2018, HUL announced its acquisition of Glaxo Smithkline's India business for

$3.8 billion in an all equity merger deal with 1:4.39 ratio. However the integration of 3800

employees of GSK remained uncertain as HUL stated there was no clause for retention of

employees in the deal. In January 2019, HUL said that it expects to complete the merger with

Glaxo Smith Kline Consumer Healthcare (GSKCH India) this year. The company has been

regularly controversial for its advertisements targeting and demeaning Hindu festivals.

Brands and products

HUL is the market leader in Indian consumer products with presence in over 20 consumer

categories such as soaps, tea, detergents and shampoos amongst others with over 700 million

Indian consumers using its products. Sixteen of HUL's brands featured in the ACNielsen Brand

Equity list of 100 Most Trusted Brands Annual Survey (2014), carried out by Brand Equity, a

supplement of The Economic Times.

Food

• Annapurna salt and Atta(formerly known as Kissan Annapurna)

• Bru coffee

• Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea

36
• Kissan squashes, ketchups, juices and jams

• Lipton ice tea

• Knorr soups & meal makers and soupy noodles

• Kwality Wall's frozen dessert

• Modern Bread, ready to eat chapattis and other bakery items(now sold to Everstone

Capital )

• Magnum (ice cream)

Homecare Brands

• Active Wheel detergent

• Cif Cream Cleaner

• Comfort fabric softeners

• Domex disinfectant/toilet cleaner

• Rin detergents and bleach

• Sunlight detergent and colour care

• Surf Excel detergent and gentle wash

• Vim dishwash

• Magic – Water Saver

Personal Care Brands

• Aviance Beauty Solutions

• Axe deodorant and aftershaving lotion and soap

• LEVER Ayush Therapy ayurvedic health care and personal care products

• International breeze

• Brylcreem hair cream and hair gel

37
• Clear anti-dandruff hair products

• Clinic Plus shampoo and oil

• Close Up toothpaste

• Dove skin cleansing & hair care range: bar, lotions, creams and anti-perspirant deodorants

• Denim shaving products

• Fair and Lovely, skin lightening cream

• Hamam

• Indulekha ayurvedic hair oil

• Lakmé beauty products and salons

• Lifebuoy soaps and handwash range

• Liril 2000 soap

• Lux soap, body wash and deodorant

• Pears soap, body wash

• Pepsodent toothpaste

• Pond's talcs and creams

• Rexona

• Sunsilk shampoo

• Sure anti-perspirant

• Vaseline petroleum jelly, skin care lotions

• TRESemmé]

• TIGI

• Vaseline

Water Purifier Brand

• The Pureit Water Purifier

38
Research facilities

Unilever R&D Centre in Bangalore

The Hindustan Unilever Research Centre (HURC) was set up in 1966 in Mumbai, and Unilever

Research India in Bangalore in 1997. Staff at these centres developed many innovations in

products and manufacturing processes. In 2006, the company's research facilities were brought

together at a single site in Bangalore.

Headquarters
Hindustan Unilever's corporate headquarters are located at Andheri (E), Mumbai. The campus

is spread over 12.5 acres of land and houses over 1,600 employees. Some of the facilities

available for the employees include a convenience store, a food court, an occupational health

centre, a gym, a sports & recreation centre and a day care centre. The Campus is designed by

Mumbai-based architecture firm Kapadia Associates.

The campus received a certification from LEED (Leadership in Energy and Environmental

Design)[20] Gold is a 'New Construction' category, by Indian Green Building Council (IGBC),

Hyderabad, under licence from the United States Green Building Council (USGBC)

The company's previous headquarters was located at Backbay Reclamation, Mumbai at the

Lever House, where it was housed for more than 46 years.

Controversy

Mercury pollution

Main article: Kodaikanal mercury poisoning

In 2001 a thermometer factory in Kodaikanal run by Hindustan Unilever was accused of

dumping glass contaminated with mercury in municipal dumps, or selling it on to scrap

39
merchants unable to deal with it appropriately. After protest by activists led by Dr Deepak

Malghan of IIM, Bangalore Hindustan Unilever admitted before court to being guilty in the

case in 2010.

Skin lightening creams

Main article: Fair & Lovely (cosmetics)

Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for women in

India.[25] The company had to cease television advertisements for the product in 2007.

Advertisements depicted depressed, dark-complexioned women, who had been ignored by

employers and men, suddenly finding new boyfriends and glamorous careers after the cream

had lightened their skin. In 2008 Hindustan Unilever made former Miss World Priyanka

Chopra a brand ambassador for Pond's,] and she then appeared in a mini-series of television

commercials for another skin lightening product, 'White Beauty', alongside Saif Ali

Khan and Neha Dhupia; these advertisements, showing Priyanka's face with a clearly darker

complexion against the visibly fairer Neha Dhupia, were widely criticised for perpetuating

racism[28] and lowering the self-esteem of women and girls throughout India who were misled

by HULN to believe that they needed to be white to be beautiful.

Triclosan

Several academic papers have pointed out the firm's continued use of

the antibacterial agent Triclosan ('Active B') in India because it is under review by the

American Food and Drug Administration (US FDA).

Kumbh Mela Ad

HUL's recent advertisement for its beverage Brooke Bond Red Label received a lot of flak from

certain section of people in India. The advertisement tried to portray Kumbh Mela(the world's

40
largest and most peaceful gathering of close to 120 million people) as a place where elderly

people get intentionally abandoned by their family members. This resulted in a severe backlash

in the form of adverse hashtag trending on Twitter '#BoycottHindustanUnilever'.

Holi Ad

The company has regularly promoted advertisements which imply that Holi is a dirty festival

and should be avoided.

Awards

The Institute of Competitiveness, India, has recognized Hindustan Unilever Limited’s Project

Shakti for ‘Creating Shared Value’ and bestowed upon the company the Porter Prize for

2014.] It ranked number one on the Forbes list of ‘Most Innovative Companies’ across the

globe for 2014 and was ranked number three on Fortune India’s list of India’s most admired

companies in a list compiled with the help of a global management consultancy Hay Group. It

received an award from Dun & Bradstreet Corporate Awards in 2014. and was Client of the

Year at Effies 2013 – 2014. It also received an award as a 'Conscious Capitalist of the Year' at

the 2013 Forbes India Leadership Awards. HUL won 12 awards overall with 4 Golds, 4 Silvers

and 4 Bronzes at the 2013 Emvies Awards. In 2013, HUL ranked number two on the on Fortune

India's 2013 '50 Most Admired Companies list'. and was declared the fourth most Respected

Company in India in a survey conducted by Business World in 2013.

As per a 2015 Nielsen Campus Track-business school survey, Hindustan Unilever emerged

among the top employers of choice for B-school students graduating that year . It has often

been called a 'Dream Employer' for application by B-School students in India.

In 2012, HUL was recognised as one of the world's most innovative companies by Forbes.

With a ranking of number 6, it was the highest ranked FMCG company. Hindustan Unilever

41
Limited (HUL) won the first prize at FICCI Water Awards 2012 under the category of

'community initiatives by industry' for Gundar Basin Project, a water conservationist

initiative. Hindustan Unilever Limited won 13 awards at the Emvies 2012 Media Awards

organised by the Advertising Club Bombay in September 2012.

The company received four awards at the Spikes Asia Awards 2012, held in September. The

awards included one Grand Prix one Gold Award and two Silver Awards.

HUL's Chhindwara Unit won the National Safety Award for outstanding performance in

Industrial Safety. These awards were instituted by the Union Ministry of Labour and

Employment in 1965.

HUL was one of the eight Indian companies to be featured on the Forbes list of World's Most

Reputed companies in 2007.

In July 2012 Hindustan Unilever Limited won the Golden Peacock Occupational Health and

Safety Award for 2012 in the FMCG category for its safety and health initiatives and

continuous improvement on key metrics.

Hindustan Unilever Limited is rated as best 3Ci Company which is registered with National

Industrial Classification Code 15140.

Pond's Talcum Powder's packaging innovation has secured a Silver Award at the prestigious

24th DuPont Global Packaging Award, in May 2012.The brand was recognized for cost and

waste reduction.

In May 2012, HUL & Star Bazaar received the silver award for 'Creating Consumer Value

through Joint Promotional and Event Forecasting' at the 13th ECR Efficient Consumer

Response Asia Pacific Conference.

In 2011, HUL was named the most innovative company in India by Forbes and ranked 6th in

the top 10 list of most innovative companies in the world.

42
Hindustan Unilever Ltd received the National Award for Excellence in Corporate Governance

2011 of the Institute of Company Secretaries of India (ICSI) for excellence in corporate

governance

In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School students

who will graduate in 2012. In addition, HUL also retained the 'Dream Employer' status for the

3rd year running

Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list, which was

released by Fortune India in partnership with the Hay Group. The company received the highest

scores for endurance and financial soundness.

HUL was ranked 47th in The Brand Trust Report 2014 published by Trust Research Advisory.

36 HUL brands also featured in the list including Lux, Dove, Lipton, Vim, Kissan,

Bru, Rexona, Close Up, Clinic Plus, Pond's, Knorr, and Pepsodent among others.

HUL emerged as the top 'Dream Employer' as well as the top company considered for

application in the annual B-School Survey conducted by Nielsen in November 2010. This was

the second successive year that HUL has been rated as the top 'Dream Employer' in India. HUL

has also emerged as the top employer of choice among the top six Indian Institutes of

Management (IIMA, B, C, L, K and I).

HUL won three awards at the 'CNBC Awaaz Storyboard Consumer Awards' in 2011 – Most

Recommended FMCG Company of the Year; Most Consumer Conscious Company of the Year

and Digital Marketer of the Year.

The company was felicitated in April 2010 for receiving the highest number of patents in the

year 2009 at Annual Intellectual Property Awards 2010.

In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25

years by Businessworld, one of India's leading business magazines. The rating was based on a

43
 compilation of the magazine's annual survey of India's most reputed companies over the past

25 years.HUL is one of the country's largest exporters; it has been recognised as a Golden

Sunlight soap introduced in India.

1888
1895 Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata, andKarachi.

1902 Pears soap introduced in India.

1903 Brooke Bond Red Label tea launched.

1905 Lux flakes introduced.

1913 Vim scouring powder introduced.

1914 Vinolia soap launched in India.

Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs, Jurgens,Verschure
1918
Creameries, and Hartogs.
1922 Rinso soap powder introduced.

1924 Gibbs dental preparations launched.

1925 Lever Brothers gets full control of North West Soap Company.

1926 Hartogs registers Dalda Trademark.

1930 Unilever is formed on January 1 through merger of Lever Brothers and Margarine Unie.

1931 Hindustan Vanaspati Manufacturing Company registered on November 27; Sewri factorysite bought.

1932 Vanaspati manufacture starts at Sewri.

Application made for setting up soap factory next to the Vanaspati factory at Sewri; Lever Brothers
1933
India Limited incorporated on October 17.
Soap manufacture begins at Sewri factory in October; North West Soap Company's GardenReach
1934
Factory, Kolkata rented and expanded to produce Lever brands.
1935 United Traders incorporated on May 11 to market Personal Products.

1937 Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM.

1939 Garden Reach Factory purchased outright; concentration on building up Dalda Vanaspati as
Super Star Trading House by the Government of India.

44
1941 Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires ownsales force.

Unilever takes firm decision to "train Indians to take over junior and senior management positions
1942
instead of Europeans".

1943 Personal Products manufacture begins in India at Garden Reach Factory.

1944 Reorganisation of the three companies with common management but separate marketingoperations.

1947 Pond's Cold Cream launched.

Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy, and GhaziabadVanaspati
1951
factories bought.

1955 65% of managers are Indians.

1956 Three companies merge to form Hindustan Unilever Limited, with 10% Indian equity participation.

1957 Unilever Special Committee approves research activity by Hindustan Unilever.

1958 Research Unit starts functioning at Mumbai Factory.

1959 Surf launched.

1961 Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers areIndians.

1962 Formal Exports Department starts.

1963 Head Office building at Backbay Reclamation, Mumbai, opened.

1964 Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk shampoolaunched.

1965 Signal toothpaste launched; Indian shareholding increases to 14%.

1967 Hindustan Unilever Research Centre, opens in Mumbai.

45
HINDUSTHAN UNILEVER HEADQUARTS, MUMBAI.

46
Table 4. 1. 1Table showing Gender of the respondents

Valid
Frequency Percent

male 75 75.0

female 25 25.0

Total 100 100.0

SOURCE: Primiry data using SPSS.

INTERPRATION:-

The above table infrred the gender of the respondants. 75% of the customers fall
under the gender of male, 25% of the customers fall under the gender of female.

47
4.1.1 Chart showing Gender of the respondents

25%

male
female

75%

48
Table 4.1.2 Table showing Martial status of the respondents

Valid Frequency Percent

single 70 70.0

married 30 30.0

Total 100 100.0

SOURCE: Primiry data using SPSS.

Interpretation
The above table infrred the marial status of the responnts. 70% of the customers fall
under the Martial status of single, 30% of the customers fall under the Martial status of
married.

49
4.1.2 Chart showing Martial status of the respondents

30%

1
70% 30%
2

50
Table 4.1.3 Table showing Age of the respondents

Age Frequency Percentage

under 25 50 50.0

26 to 36 years 19 19.0

36 to 45 years 26 26.0

46 years and above 5 5.0

Total 100 100.0

Source:-Primary Data Using SPSS software.

Interpretation:-
Table 4.1.3 shows that 50 % of the respondents belong to the age group of under 25-

years, 19% belong to the age group 26-36 years, 26% belong to the age group 36-45

years,5% belongs to 46 years and above.

51
4.1.3 Chart showing Age of the respondents

Age of respondents

0 5 10 15 20 25 30 35 40 45 50

52
Table 4.1.4 Table showing Educational Qualification of the respondents.

Education
Frequency Percentage
Qualification

ug 49 49.0

pg 35 35.0

diploma 11 11.0

HSC 5 5.0

Total 100 100.0

Source:-Primary Data Using SPSS software.

Interpretation:

Table 4.1.4 shows that 49.0% of the respondents are Under graduate while 35.0% are
PG and 11% are Diploma and HSC are 5%.

53
Chart:-4.1.4 showing Educational Qualification of the respondents

5%
11%

ug
pg
49%
diploma
HSC
35%

54
Table 4.1.5 Table showing Total Work Experience of the respondents

Experience Frequency Percent

under a
44 44.0
year

1 to 4
31 31.0
years

5 to 9
15 15.0
years

10 to 15
10 10.0
years
Total 100 100.0

Source:-Primary Data Using SPSS software.

Interpretation:-

Table 4.1.5 shows that 48.0% of the respondents have a work experience of 0-10 years,

26.0% of them have a work experience of 11-20 years, 26.0% of them have a work experience

of 21-30 years

55
Chart 4.1.5 Chart showing Total Work Experience of the respondents

10%

15%
under a year
44%
1 to 4 years
5 to 9 years
10 to 15 years

31%

56
Table 4.1.6 showing monthly Annual of the respondents

Annual Income Frequency Percentage

below 200000 44 44.0

200000 to
35 35.0
300000

300000 to
16 16.0
400000

above 400000 5 5.0

Total 100 100.0

Source:-Primary Data Using SPSS software.

Interpretation:

Table 4.1.6 shows that 44% of the respondents earn a income below 200000,

35% of the respondents earn an income from200000-300000, 16% of the respondents earn an

income from300000- 400000, and the rest 5% of the respondents earn income above above

400000.

57
Chart 4.1.6 showing Annual income of the respondents

5%

16%

below 200000
44%
200000 to 300000
300000 to 400000
above 400000

35%

58
Table 4.1.7 Table showing Food Products

Questions Rank
Mean

Variety of menu choices. 2.1000 V

Variety of healthy menu

2.1000 IV
choices.

Flavoured food. 2.1000 III

Availability of new items. 2.1000 II

Pleasing appearance of the food. 2.1500 I

Source:-Primary Data Using SPSS software

Interpretation:-

Table 4.1.7 shows that 2.15 in mean of the respondents have a Pleasing

appearance of the food which rank as 1ST, 2.1 in mean of the respondents have a Availability

of new items which rank as 2nd, 2.1 in mean of the respondents have a Flavoured food which

rank as 3rd .

59
Table 4.1.8 Table showing Personal Products

Questions Mean RANK

Do you satisfied with

1.95 V
our Dove soap?

Is there any personal

products affects your 2.15 I
skin?

Do you satisfied with

2.05 IV
our Clinic+ shampoo?

Do you satisfied with

2.45 II
our Ponds powder?

Do you satisfied with

our Pepsodent 2.5 III
toothpaste?

Source:-Primary Data Using SPSS software

Interpretation:-

Table 4.1.8 shows that 2.15 in mean of the respondents have a Is there any personal

products affects your skin? which rank as 1ST, 2.45 in mean of the respondents have a Do you

satisfied with our Ponds powder? which rank as 2nd, 2.5 in mean of the respondents have a

Do you satisfied with our Pepsodent toothpaste? which rank as 3rd .

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Table 4.1.9 Table showingWashing Products

Questions Mean Rank

Do you satisfied with
Surfexel washing 2.1500 V
powder?

Do you satisfied with

2.5000 II
Rin washing soap?

Do you satisfied with

2.4500 III
Lux soap?

Do you satisfied with

2.5000 I
Lifeboy soap?

Do you satisfied with

2.4000 IV
Hamam soap?

Source:-Primary Data Using SPSS software

Interpretation:-

Table 4.1.8 shows that 2.5 in mean of the respondents have a Do you satisfied with

Lifeboy soap? which rank as 1ST, 2.5 in mean of the respondents have a Do you satisfied with

Lifeboy soap? which rank as 2nd, 2.4 in mean of the respondents have a Do you satisfied with

Lux soapwhich rank as 3rd .

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CORRELATION ANALYSIS

Aim:
To ascertain if there is a significant linear relationship between the Home Products of
Hindusthan Unilever.
Hypothesis:
H0 = There is no linear relationship between the Home Products.
H1 = There is a linear relationship between the Home Products.
4.1.10 Table of correlations between Home Products

Variety
Variety
of Availability Pleasing
of Flavored
Correlations healthy of new appearance
menu food
menu items of the food
choices
choices
Variety of Pearson
1 .756** .737** .465** .686**
menu Correlation
choices
Variety of Pearson
.756** 1 .744** .454** .693**
healthy Correlation
menu
choices
Pearson
Flavored .737** .744** 1 .636** .904**
Correlation
food
Availability Pearson
.465** .454** .636** 1 .560**
of new Correlation
items
Pearson
Pleasing .686** .693** .904** .560** 1
Correlation
appearance
of the food
**. Correlation is significant at the 0.01 level (1-tailed).

Interpretation:-
This Table shows that all the five dimensions of the policies are
positively correlated with each other. It can also be inferred that the magnitude of linear
relation is strongest among the dimensions of benefits and services provided is (r = 0.560).

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Chi-Square test:-
The Table Shows That the Chi-Square test between AGE and MODE OF
PAYMENT of the respondents
Hypothesis:
H0 = There is no association between age and mode of payment of the respondents.
H1 = There is an association between age and mode of payment of the respondents
4.1.11 Table of chi-square between age and payment

Gender
Experience
10 to Total
under a 1 to 4 5 to 9
15
year years years
years
male 34 26 5 10 75
GENDER
female 10 5 10 0 25
Total 44 31 15 10 100

Chi-Square Tests
Asymp. Sig.
Value df
(2-sided)

Pearson Chi-Square 18.645a 3 .000

Likelihood Ratio 18.815 3 .000

Linear-by-Linear
.272 1 .602
Association

N of Valid Cases 100

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.50.

Interpretation:-
Since the Asymptotic Significance (2-sided) value is greater than 0.05 (5%), the null
hypothesis H0 is accepted. Therefore, there is no association between Gender and education
qualification of the respondents.

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Anova:-
The Table Shows That the Chi-Square test between AGE and MODE OF
PAYMENT of the respondents
Hypothesis:
H0 = There is no association between gender and Variety of menu choices of the respondents.
H1 = There is an association between gender and Variety of menu choices of the respondents
4.1.12 Table of Anova shows gender and menu chosies
ANOVA

Sum of Mean
Model df F Sig.
Squares Square
1
Regression .354 1 .354 1.885 .173b

Residual 18.396 98 .188

Total 18.750 99

a. Dependent Variable: GENDER

b. Predictors: (Constant), Variety of menu choices

Source:-Primary Data Using SPSS software

Interpretation:-

There is significance between gender and variety of menu choices.

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 T-test:-
The Table Shows That the Chi-Square test between AGE and MODE OF
PAYMENT of the respondents
Hypothesis:
H0 = There is no association between gender and Annual income.
H1 = There is an association between gender and Annual income.

Sample Statistics

Std. Error
N Mean
Mean

Gender 100 1.2500 .04352

Annual income 100 1.8200 .08805

Sample Statistics
Sample Test
Test Value = 0
95% Confidence
Mean Interval of the
t df
Difference Difference
Lower Upper
GENDER 28.723 99 1.25000 1.1636 1.3364
Annual income 20.669 99 1.82000 1.6453 1.9947

4.1.13 Table shows T-Test between gender and annual income

Source:-Primary Data Using SPSS software
Interpretation:- There is no significance between gender and annual income.

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 Chapter-5
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings
• It is found that majority respondents (75%) are male.

• It is interpret that majority of the respondents (70%) are single.

• The majority of respondents (50%) belongs to under 25 years.

• It is found that majority of respondents (49%) are under graduate.

• The majority of respondents (48%) are 0-10 years experience.

• It interpret that majority of the respondents (44%) are below 200000.

• It is found that the first rank is (2.15) based on certain questions.

• It interpret that the first rank is (2.50) based on certain questions.

• It is found that correlation H0 is rejected based on certain questions.

• It interpret that null hypothesis is accepted in the association with gender and

education qualification.

• It is found that there is significance between gender and varity of menu choices.

• It is found that there is no significance between gender and annual income.

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 SUGESSITIONS

This is the clear from of the study the products of HUL have move toward the high

water mark of sale in the local consumer market. However, there are frank reasons to observe

that they have yet to attain the cutting edge status on many counts. In this regard a few

suggestions can be made to give the required boost to the marketing prospects of HUL

products. These can be summed up as follows:

An attempt should be made by HUL management to tap all the abilities offered by the

local market by giving a more substantial, efficient and better equipped resource base. This

task can be skilled in the first place by applying a stronger and more cost effective for various

products so that even those sections of consumers who are not available so easily, can be

covered with lesser effort.

The price construction for various products should be more within the limit

of affordability for consumers; the grassroots consideration in this regard should not be

ignored. Rather than uniform price structure would certainly be more advantage.

HUL should go for more planned and practical marketing and advertising plans with a

view to doing the task of local brand image buildings.

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 CONCLUSION

In recent years, the FMCG sector weakened due to downtrading. Also because of presence of

large number of companies trying to seize this opportunity, the of energy the old HUL for the

change and thus, their transformation has caused in a new HUL, which has successfully faced

this challenge and overturned this trend. It has done so by substantially strengthening their

brands and building capabilities. This has already begun to yield benefits and they are returning

to growth. Volume growth is being followed by value growth, which in turn is bringing profit

growth. India is one of the most exciting markets offering great potential. Over the next

10years.

I conclude that Hindusthan unilever is doing its best to withstand in there place.

68
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