A STUDY ON CONSUMER SATISFACTION TOWARDS HIMALAYA

PERSONAL CARE PRODUCTS [WITH SPECIAL REFERENCE TO

COIMBATORE CITY]

ABSRTACT
The word ‘Ayurveda’ comes from the word ‘Ayur’ meaning ‘life’ and the word ‘veda’
meaning ‘to know’. Ayurveda means ‘the Science of life’, and is a medical system practiced
in India, Sri Lanka and Nepal. Himalaya is a worldwide pioneer in the field of scientifically
validated herbal healthcare. Its reputation is for clinically studied, pure, and safe herbal
healthcare products that are based on extensive scientific validation and stringent quality
controls. Himalaya is the present portfolio of pharmaceuticals, personal care, baby care,
wellbeing and animal health products; Himalaya has evolved into a ‘head-to-heel’ herbal
wellness company.This study is to identify the customers’ preference and satisfaction towards
Himalaya products and to investigate the influence of product dimensions on customer
satisfaction and customer loyalty as well as to understand the Himalaya effect of the product.
In today’s life Himalaya is treated as an important ayurvedic product and Now a day’s
consumers are aware in purchasing ayurvedic products. So the study consumer preference
towards Himalaya Ayurvedic Products may offer a great potential to the market.

INTRODUCTION
The Essence of marketing is an exchange or a transaction, intended to satisfy
human needs or wants. That is, marketing is a human activity directed at
satisfying needs and wants, through an exchange process. A demand is a want
for which the consumer is prepared to pay a price. A want is anything or a
service the consumer desires or seeks. Wants become demands when backed by
purchasing power. A need is anything the consumer feels to keep himself alive
and healthy. A transaction consists of a value between two parties. A transaction
differs from a transfer. A transfer may receive nothing in return. The aim of
marketing is to make sales in order to earn reasonable profit for the producer.
Himalaya product has its wealth of knowledge and research, in natural herbal
remedies, to formulate a range of personal care products that cater to our daily
health needs. This range offers the goodness of natural solutions for daily use,
with no side effects. Personal care products is one of the very essential and
common use consumer products for every individual in their day to day life
irrespective of rich and poor, caste & religion, etc., in order to facilitate the
present study first of all it will be benefit for us to have a birds eye in view of
Himalaya a market in Coimbatore
A consumer (sometimes known as a client, buyer, or purchaser) is the recipient
of a good, service, product, or idea, obtained from a seller, vendor, or supplier
for a monetary or other valuable consideration
INTRODUCTION OF AYURVEDA: The word 'Ayurveda' comes from the word 'ayur'
meaning 'life' and the word 'Veda' meaning 'to know'. Ayurveda means 'the science of life',
and is a medical system practiced in India, Sri Lanka and Nepal. Ayurveda’s mythological
origins, though, are attributed to the Indo-European Nasatya or Aswins, twin physicians of
the gods of the ancient Indo-European pantheon. Four thousand year old references to the
Nasatya are found in the now extinct, Hurrian and Hittite languages in Turkey, and in the
Sanskrit language in India. Ayurveda is considered the upaveda or accessory Veda to the
Atharva Veda. The four Vedas are the world's oldest literary documents in an Indo-European
language.The Himalaya Drug Company, since 1930, has blended ayurvedic expertise with
modern medical research methodology, to extend the science of ayurveda to produce
scientifically verified herbal solutions.

Personal Care Products: Health Care, Oral Care, Hair Care, Skin Care and Baby Care.
Himalaya has used its wealth of knowledge and research, in natural herbal remedies, to
formulate a range of personal care products that cater to daily health needs. This range offers
the goodness of natural solutions for daily use by the complete family.

Skin care now a day in the world, turn towards the use of herbal products and to adopt more
natural way of life. People prefer natural food, herbal medicine and natural curing practices
for healthy life. The usage of herbal cosmetics has been increased to many folds in personal
care system and there is a great demand for the herbal cosmetics.
Skin care products refer to all products used for cleansing, massaging, moisturizing etc. of the
skin especially the face and hands. The aim of such products is to maintain the body in good
condition and protect from the harmful effects of the environment. Skincare products include
cleanness facial masks, moisturizers, sunscreen, tanning sets and lotions, skin lighteners and
exfoliate.

Traditional skin care Products:

Traditional skin care product is art of healing that has been practiced continuously throughout
India over 5,000 years. Ayurveda is probably the oldest authentically recorded healing
science existence today, incorporating many philosophical systems and the integration of
body, mind, and consciousness. Many factors, both internal and external, can effect this
constitution. Skin care traditional products are turmeric, shikakai, neem, ashwagandha,
Chitrak, aloe vera, Senna, lemon gross, hibiscus, grand flavor, raised petals etc

Himalaya herbal products:

Although cosmetic products have undergone many changes in modern times, the basic
concept of using cosmetics to enhance the features of good health. Himalaya herbals are a
range of 100% natural and safe products with rare herbs collected from the foothills of the
Himalayas. Each product combines the best of Ayurveda with years of dedicated research.
Batch to batch performance and complete purity and safety are assured through the
application of advanced pharmaceutical technology at every stage of manufacture

DEFINITION OF MARKETING

“marketing is the social process by individual and organizations obtain what they need and
want through creating and exchanging value with others”_kotler and Armstrong

Marketing is the management process for indentifying,anticipating and satisfying customer

requirements profitability_The chartered institute of marketing

Marketing is 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_American marketing association

Consumer satisfaction:
It is a term frequently used in marketing. It is a measure how
products and services supplied by a company meet or surpass consumer
expectation. Consumer satisfaction is defined as "the number of consumers, or
percentage of total consumers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals”.
Consumer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. Within organizations, consumer
satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling consumer’s expectations. Within organizations,
consumer satisfaction ratings can have powerful effects. They focus employees
on the importance of fulfilling consumer’s expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability.
Therefore, it is essential for businesses to effectively manage consumer
satisfaction
OBJECTIVES

 To know the consumer satisfaction towards the Himalaya personal care products
 To study The factor influencing the consumer to use the Himalaya personal care
products
 To study the sources of awareness about the Himalaya personal care products

Scope of study:

 It is aimed to identify the satisfaction level of the customers and

demand on various benefits provided and promotional activities
adopted by the company
 It helps to identify the areas where the company should focus in order
to increase their customer base and generate more prescription.
 The study brings out with a new plan and promotional activity which
will create a new customer base for the company.

Nature of research design:

 The research design adopted in the study was descriptive design, which is
concerned with the descriptive of a group.
 In descriptive research in such a way that the respondents is able to
understand clearly
 what the researcher wants and provides distinct information to measure
the data.

Area of study:
Area of study is in smart city Coimbatore

STATEMENT OF PROBLEM

Consumers are the masters of their money and the have an

enormous influence on the economic market change because they possess the
ability to implement and coordinate their choice of spending or saving in the
purchase decision. Consumer is influenced by their attitude towards the product
and therefore marketers need to implement their strategies and tactics
frequently in order to achieve more consumers. Satisfaction and accurate target
in finding out what consumers are aware off and their attitude and there by
offering products according to this needs will help the industry stake holders to
enrich their customer experience and accelerate growth of the market. The
process that turns marketing plans into marketing actions In order to fulfill
strategic marketing objectives it is called marketing plan but most of the
markets are still challenged by their marketing. Hence this research aims to
explore the customer s awareness and attitude preference towards skin care
products with special reference to Coimbatore city
Different varieties of the products are available in the market consumers prefer
the variety of products for high quality, low price and attractive wrappers.Most
of the consumers are satisfied with quality products and some of the consumers
prefer other factors each product differs from one another in terms of price,
quality, quantity, offers, advertisement etc., The competition is severe and the
manufacturer has to consider the opinion of the consumers. In this context, the
researcher is interested in studying the consumer preference and satisfaction
towards the Himalaya products.

LIMITATIONS OF THE STUDY

 Time is a major limitation, extensive study was not possible mainly due
to time constrain.
 The study is confined to Coimbatore city only.
 The Sample Size taken for the study is limited only to 100 Respondents.
 The respondent’s views and opinions may hold good for the time being
and may vary in the future.

Research methodology:
Sources of data collection
Primary data is collected with specific objective, especially to address the
research problem. The data is gathered by distributing a questionnaire to the
consumers who visit the Himalaya personal care store in Coimbatore city
Research design : The study is descriptive in nature, since it deals with
satisfaction of the consumer
 CHAPTER 2
REVIEW OF LITERATURE
Reynolds (1965) noted that “an image is the mental construct developed by
the consumer on the basis of a few selected impressions among the flood of the
total impressions; it comes into being through a creative process in which the
deselected impressions are elaborated, embellished and ordered”

Sundari and Murugan (2011) revealed that the factors influencing purchase
decision of personal care products are “primary benefit” and “secondary
benefit”. The primary benefit includes price, quality, and quantity. However, the
“secondary benefit” includes ingredients of the product, the purpose of the
product, innovative features, manufacturers reputation, and certification of the
product.

According to the study conducted by Ashok Yakkaldevi (2013) on the

consumer behavior towards cosmetics apart from psychology and economics
the role of history and tradition in shaping the Indian consumer behavior is quite
unique. Consumers are also associated with values of care and affection.

Abhiji Bhandari, (2000) [1] “Making loyalty pay” retention done through a
loyalty programme can help building a direct marketing database. The cost
of retaining a customer is just one tenth of the cost acquiring new states
new states ABHIJIT Bhandari chairman of royal images direct marketing
limited.

Bass Frank M., (2001) [2] “A non rational buyer does not plan his buying, it
is equally logical to assume that this buying the product and especially a
specific brand is random or probabilistic this means that the buyer is not
looking for a particular brand but picks up the brand available.

This is probabilistic switching behavior. Deepallsingh (2001) [3] in his

study’s enticed “entitled, “consumer behavior and banking retail product and
analysis”. Stresses that the borrower’s attitude is an important factor for the
improvement of housing loan schemes.
Dr. Raja sekar N. (2002) [4] conducted a fairness creams a study on
market trend and product preference of the study has reveled very significant
finding like a skin care product showed brand equity should also be
developed to sustain in the market.
Simon Pitman (2011) Himalaya herbals is a range of natural, effective
and safe products that use the special herbs carefully selected from nature.
Combining the best herbal formulations with years of scientific research,
these products effectively restore your skin natural health and vitality.

Makker (2012) Himalaya foot scrub contains Aloe Vera, coconut which
are great for nourishment and walnut pineapple act as wonderful scrub. It
leaves feet smooth and soft. Many people follow it with Himalaya foot
cream.

Godsell & Melanie (2014) Nourishing body lotion that provides your skin
essential nourishment as it moisturizes and softens. It is a nice, light and
inexpensive moisturizer which smells nice and keeps the skin soft hydrated.

Voss and parasuraman (2014) Himalaya fairness creams claims to

contain alone Vera and other herbs to lighten and whiten the skin tone. It
brightens up the face instantly after application. Though it doesn‟t bleach
lighten your skin tone, it removes tan and makes sin even toned with regular
usage.

Thompson Elaine (2015) Himalaya herbals is one of the best herbal brand
available in India. It is a well known brand that sell quality products at
affordable prices. It is favorite part of morning ritual. Skin feels so lovable
and the smell is perfect for liven up mood
 COMPANY PROFILE

Himalaya Herbal Health Care is a company that produces several herbal and natural products for
personal care, pharmaceuticals, and animal health. Himalaya Herbal Healthcare got its start in 1930
when Dr. M. Manal put the company together. The company has succeeded for many years and
continues to be one of the top providers of natural health products. The Himalaya logo is a visual
definition of its brand identity. The leaf that forms the crossbar of the letter H evokes the company's
focus on herbal healthcare. The teal green represents proximity to nature, while the orange is
evocative of warmth, vibrancy and commitment to caring. The Himalaya brand carries with it the
promise of good health and well-being.

Products : Himalaya's products can broadly be categorized into three main ranges, via:

Pharmaceutical Personal Care Animal Health

Pharmaceutical Range: Health maintenance, eye, cardiac and skin care, immune booster and cough
control. The medicinal range of products carry the Himalayan hallmark of researching ayurveda and
capturing its benefits in formulations. Using modern research methodology and manufacturing
practice, Himalaya has made available to people all over the world, an alternate method of
treatment, which has no known side effects. The medicinal range comprises over 35 products and is
broadly classified into four categories via: Children's Health, Men's Health, Women's Health and
General Health.

Personal Care Products: Health Care, Oral Care, Hair Care, Skin Care and Baby Care. Himalaya has
used its wealth of knowledge and research, in natural herbal remedies, to formulate a range of
personal care products that cater to daily health needs. This range offers the goodness of natural
solutions for daily use by the complete family.

Animal Health products: Bringing its expertise in health care to animal care leveraging R&D strengths
in creating natural drugs and therapies daily care for sensitive pets like cats & dogs. The Himalaya
legacy extends to animal health also. The Company offers well-researched, safe, animal health
products, harnessed from nature's wealth to alleviate the suffering of animals, to improve their
health and to increase their productivity.