A STUDY ON CUSTOMER SATISFACTION TOWARDS DOVE PRODUCTS

TABLE OF CONTENT
1
SI NO Topics Page no

1 INTRODUCTION 3-5

2 COMPANY OVERVIEW 6-9

3 DATA ANALYSIS & INTERPRETATION 10-20

4 FINDINGS SUGGESTIONS AND CONCLUSION 21-23

5 BIBLIOGRAPHY 24

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 CHAPTER 1
INTRODUCTION

Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty .customer satisfaction is a marketing term that measures how product and services
supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is
important because it provides markets and business owners with a metric that they can use to
manage and improve their business.

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation .It can only be attained if the customer has an overall

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good relationship with the supplier. In today’s competitive business market place, customer
satisfaction is an important performance exponent and basic differentiator of business
strategies .Hence the more is customer satisfaction, more is the business and the bonding with
customer.

1.1 NATURE OF THE PROBLEM

Customers are the king of the market and customer’s effect market with their activities because
customers have ability to coordinate their choice of spending or saving in the purchase
decision. Attitude of customers can affect the purchasing decision of them also. So it is very
much required for any marketers to access the customer’s requirements so that present study
will contribute in this regard and focus to know the customers behavior awareness and
satisfaction level regarding the use of Dove products.

1.2 OBJECTIVES OF THE STUDY

To study the customer profile of dove products.

To study the customer loyalty towards Dove products.

To study the customer attitude towards Dove products.

To study customer satisfaction towards Dove products.

1.3 SCOPE OF THE STUDY

In this fast moving world many products of different brands are available in the market. The
main aim of all this brands is to achieve maximum profit through customer satisfaction. Dove
is one of the leading brand in India .This study is conducted to analyze whether people are
satisfied on the quality and price of the product and to analyze the attitude of people towards
this brand products. The scope of the study is limited to hundred users of dove products in the
population.

1.4METHODOLOGY OF THE STUDY

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Data collection: Data are collected from primary and secondary sources. Primary data are
collected from customers through Questionnaire and secondary data are collected from
websites.

Sampling size: Samples of 100 respondents were collected from the population.

Sampling method: Convenient Sampling method is used for data collection.

Tools for analysis: the data are analyzed by using statistical techniques such as average and
percentage .Data are visually presented using charts, tables and graph.

1.5 LIMITATION OF THE STUDY

The study is conducted only with 100 respondents so, it is not much reliable.
Lack of sufficient time for the study.
Lack of published relevant documents.
Some of the customers were not interested to fill up the survey form.

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 CHAPTER 2
COMPANY OVERVIEW

6
Dove is an American personal care brand owned by Unilever originating in the United States. Dove
productsaremanufacturedin Argentina, Australia, Bangladesh, Brazil, Canada, China, Egypt, Germany
India, Indonesia, Israel, Ireland, Japan, Mexico, Netherlands, Pakistan, Philippines, Poland, South
Africa, South Korea, Thailand, Turkey and the States. The products are sold in more than 150
countries and are offered for women, men and babies. Dove’s logo is a silhouette profile of the
brand's namesake bird. Products include: antiperspirants/deodorants, body washes, beauty bars,
lotions/moisturizers, hair care, or facial care products. Dove is primarily made from
synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow). In some
countries, Dove is derived from tallow, and for this reason it is not considered vegan, unlike vegetable
oil based soaps.

Today dove is the biggest home and personal care brand by the leading multinational
company, unilever (HUL in India). Having been introduced for the first time as a skin –
cleansing product. Dove includes varies product line such as facial care products, hair care
products, body wash /beauty bars, deodorants and moisturizers/lotion. Dove products are very
popular and trendy in the market.

Unilever spends 2 billion Euros every year on marketing whereas 1 billion Euros for research
and development purpose. The marketing by Unilever has led Dove brands to attain the
leading position in the market by the effective strategies including market research,
innovation, and marketing according to demographic commercials on television,
announcement in radio, billboards, free helpline, knowledgeable websites and free gift offers.

Dove is enjoying the leading position in the market with the largest market share in 75
countries and is 2.5 billion Euros brand. The goal of Dove brand is to comply with the needs
of the consumers all over the world and to work together in effective manner to adopt the
advanced ideas while working out the existing one.

Vision
We believe beauty should be a source of confidence, and not anxiety. That’s why we are
here to help women everywhere develop a positive relationship with the way they look,
helping them raise their self-esteem and realize their full potential. 

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Mission

Our mission is to ensure that the next generation grows up enjoying a positive
relationship with the way they look – helping young people raise their self esteem and
realize their full potential. 

We’ve partnered with leading experts in the fields of psychology, health and body
image to create a programme of evidence based resources including parenting advice to
help young people form healthy friendships, overcome body image issues and be their
best selves.

Dove originally positioned in the 1990s as a rival to P&G Olay ,Dove has since moved
into less directly competitive markets such as deodorants and hair care and has
established unique niche as arguably the beauty industry’s most down to earth or real
Masterbrand. In 2012, kantar’s Brand ranking placed Dove as the world’s 4 th most
valuable personal care brand, with an estimated value of $4.7bn.

Dove’s sales were around E3bn globally in 2011,according to figure released by

unilever at the end of that year ,and the brand is available in around 100 countries
worldwide .growth has been rapid and dynamic over the past 20 years. At the start of
the 1990s the brand existed only as a soap bar in the US. In 1991 thanks to several years
of relentless and aggressive marketing .Dove Propelled Unilever into the position of the
#1 bar soap manufacturer in the US ,toppling Procter Gamble .over the next ten
years,Unilever progressively rolled the brand out worldwide ,introducing a host of spin-
off products. The steepest growth occurred between 1998 and 2002 with the launch of
Dove branded deodorants and hair care products and a massive global rollout .in 2002
alone for example, the Dove hair care range was introduced in 31 new countries around
the globe. Sales topped E1bn in 2000 and E2bn three years later.

The Dove brand now serves as umbrella for products in four main groups –bar & body
wash, deodorants, skincare lotion and hair care –and more than 00 different lines
including facial wipes, firming, lotion shampoo, body washes anti-ageing cleansers,
skin nourishing treatment, underarm deodorant and several verities of bar soap. The
main Dove brand has also given rise to a set of spin-off ranges such as Dove Firming(to
reduce the appearance of cellulite),Dove Silk(a moisturizing range containing pure

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silk),Dove Fresh Touch ,Dove Pro-age(for”mature”skin and hair) and Dove Summer
Glow ,launched at the end of 2006. In particular, Dove has attacked segments already
dominated by other manufacturers such s facial skincare, hair care and deodorants. This
has led to n escalating rivalry with Procter & Gamble’s Olay and Johnson & Johnson’s
Neutrogena. Both those products have reciprocated with their own rolling series of
brand extension. in 2001 the group introduced Dove hair care anti-per spirants in the US
in late 2002 backed with a $ 110 marketing launch ,as well s 30 other countries around
the globe .In 2003 the company launched Dove Essential Nutrients facial and body
moisturizers in the US market , with a further $50m of spend. A new line of Dove for
Men products was launched in 2010, and Dove Hair Damage Therapy in 2011.

Dove remains the leading bar and liquid sop brand in the US and the clear market leader
in body wash around 24% share. However Olay remains the leader in facial skincare
and moisturizers. It was quicker to spin off new products in the early 1990s, and as
result the full Olay range outsells the Dove range in the US, although Dove is bigger in
the global market. Olay leads by the small margin in the body wash category, although
its led is much reduced since the mid-1990s.Dove top five markets in2002 were the US,
japan, UK, Korea and Brazil. Around 60% of combined sales were generated by Dove
cleansing products, with the remaining revenue more or less equally split between hair,
deodorants and care products.

There were signs by mid-2007 that Dove’s rapid growth had begun to slow dramatically
in the US. According to figures from researcher information Resources, US sales rose
only just over 1% in the year to august 2007, compared to growth of 12.5% and over
10% for the two previous periods.Additionl launches as well as heavy promotional
spending promoted what appears to have been a new surge in sales, certainly in the US
in 2011.ccording to figure from SymphonyIRI, combined US sales for the 52weeks to
October 2011 rose by almost 10% year-on-year to nearly $690m.

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 CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

10
 Age
13 6 25
13% 6% 25%

less than 20
beteen 20-30
between 30-40
above 40
56
56%

Figure: 3.1

Interpretation: This table shows that respondents aged between 20 to 30 are the highest users of
dove products that is about 56% and the lowest users are respondents aged above 40.

gender

28; 28% female

male

72; 72%

Figure: 3.2

Interpretation: The highest respondents are female that is about 72% and male is only 28%.

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Education
50
46
45
40
35
30
25
25
20
15
15 Column2
10
10
5
5
0
l y ee rs
oo r
gr on he
sc
h ond e ucti ot
gh ec fd ra
d
hi ers ro ts g
g le o
hi ch po
ba

Figure: 3.3

Interpretation: This table shows that 46% of respondents are bachelor of degree graduates, 25% are
post graduates, 15%are higher secondary, 10% are high school and 4% are from other.

Profession
60 57

50

40 Figure: 3.4

30
Column1
21 Interpretation:
20
This table
12
10 8 shows that 57%
3 of respondents
0 of this study are
business govt jobs private jobs student others students, 21%
are from private
jobs, 12% are from govt jobs, 8% are from other fields, and only 3% is from business.

Income

12
 4; 4%
5; 5%

12; 12%

59; 59%
20; 20%

up to 10000 10000-20000 20000-30000 30000-40000 above 40000

Figure: 3.5

Interpretation: This table shows that 59% of respondents income level is upto10000, 20% of
respondents are between 10000-20000, 12% of respondents are between 20000-30000,5% are
between 30000-40000 and only 4% respondents income level is above 40000.

Awareness about dove brand

120

100
100

80

60
Column2

40

20

0
yes no

Figure: 3.6

Interpretation: According to this table 100% of respondents agree that they know about dove brand.

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Usage of dove products

100 95
90
80
70
60
50
Column2
40
30
20
10 5
0
yes no

Figure: 3.7

Interpretation: This table shows that, 95% of respondents are the users of dove products and 5% are
not.

Most preferable dove products

facial product haircare product bodywash/beauty bars

deodorants moisturizers/lotions

7%
14%

7%
27%

45%

Figure: 3.8

Interpretation: According to this table 45% of respondents are the users of dove body wash /beauty
bars .27% are the users of hair care products like shampoo and conditioners,14%are using
moisturizers/lotion and least using product is dove deodorants that is only 7%.

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Medium helps to know about dove products
60 55

50

40

30

20
13 Column2
11 11 10
10

0
e on lay et ily
azin isi si p rn m
ag lev d te fa
te t in s/
er /m duc en
d
ap pr
o fri
p
ws
ne

Figure: 3.9

Interpretation: According to this table 55%respondents aware about this brand through television
advertisements.13% respondents got information from product display,11% respondents got
information from newspaper /magazine,11% are aware from internet and rest 10% from friends
/family.

Frequency of usage of this brand

50
45 44

40
35
30
25
20 Column2
20 19
17
15
10
5
0
less than 4 month 6 month 1 year above 1 year

Figure: 3.10

Interpretation: This table shows that 44% of respondents are using this brand for more than one
year, 20% are using it for one year, 19% are using it about 6 months and 17% are using it for less than
4 months.

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Purchasing decision of dove products

frequently according to preferance

occssionally rarely

11%

29%

21%

39%

Figure: 3.11

Interpretation: This table shows that 39% of respondents purchasing decision are based on their
preference, 29% of respondents purchase it frequently, 21% purchase it occasionally and 11%
purchase it rarely.

Popularity of dove products in the market.

100
92
90

80

70

60

50
Column2
40

30

20

10 8

0
yes no

Figure: 3.12

Interpretation: According to this table 92% of respondents agree that dove products are popular and
trendy in market where 8% says they are not.

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Future preference towards dove product

100
91
90
80
70
60
50
Column2
40
30
20
9
10
0
yes no

Figure: 3.13

Interpretation: As per this table 91% of respondents agree that they would use this brand product for
future where 9% doesn’t agree.

Influence of advertisements in purchasing decision of Dove product

80

70 68

60

50

40
32 Column2
30

20

10

0
yes no

Figure: 3.14

Interpretation: This table says that 68% of respondents purchasing decision are influenced by
advertisement where 32% respondents purchasing decisions are not influenced by advertisement.

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Preference of this brand due to its long term existence in the market

80 76

70

60

50

40
Column2
30
24
20

10

0
yes no

Figure: 3.15

Interpretation: As per this table 76% of respondents says that they prefer this brand because of its
long term existence in the market where 24% respondents are not.

Preference of this brand products for next purchase

90
83
80

70

60

50
Column2
40

30

20 17

10

0
yes no

Figure: 3.16

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Interpretation: This table shows that 83% of respondents prefer to buy this brand product for their
next purchase where 17%respondents are not.

Influence of packaging and design of the product towards customers

70
62
60

50

40
40

Column2
30

20

10

0
yes no

Figure: 3.17

Interpretation: This table shows that 62% of respondents purchasing decisions are influenced by
packaging and design of the product where 40% of respondents doesn’t agrees.

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Recommendation of this brand to friends and relatives

90
80
80

70

60

50
Column2
40

30
20
20

10

0
yes no

Figure: 3.18

Interpretation: This table shows that 80% of respondents recommend this brand to their friends and
families where 20% are not.

Rating of dove products in Indian market

70
65

60
54
51 52
50

40 40
40 highly satisfied
satisfied
30
30 neutral
not satisfied
20
20 18
12
10 7 8
4
1 2 1
0
price quality quantity availability

Figure: 3.19

20
Interpretation: This table shows that 65% of respondents are satisfied with the price of the products
20% neutrally agrees ,12% are highly satisfied and 4% are not satisfied.54% of respondents are
satisfied with the quality of the product ,40% are highly satisfied ,7% of respondents neutrally agrees,
only 1% of respondents are not satisfied with the quality of the product.51% of respondents are
satisfied with the quantity of the product,30% neutrally agrees,18% highly satisfied where 2% of
respondents are not satisfied.40% of respondents are highly satisfied on the availability of product in
the market,52% are satisfied,8% of respondents neutrally agrees where 1% are not satisfied.

CHAPTER 4
FINDINGS, SUGGESTIONS AND
CONCLUSION

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 FINDINGS
 100% of respondents are aware about dove brand.
 95% of respondents use Dove products.
 Mostly preferred Dove product is body wash/beauty bars.
 55% of respondents knew about this brand through TV advertisement.
 44% of people are using this brand over one year.
 Most of the respondents purchasing decisions are based on their preference.
 92% of respondents agrees that dove products are popular in the market.
 91% of respondents agree that they continue using this product future.
 68% of respondents say that TV advertisement influences their purchasing decision.
 78% of respondents prefer this brand due to its long term existence in the market.
 83% of respondents prefer this brand for their next purchase.
 62% of respondents agree that packaging and design of the product influence their
purchasing decision.
 Only 12% of respondents are highly satisfied on the price of the product.

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  40% of respondents are satisfied on the quality of products.
 Only 18% of respondents are highly satisfied on the quantity of products.
 52% are satisfied on the availability of product in the market.

SUGGESTION
 Remedial actions should be taken to reduce the price because it is not affordable for
everyone.
 Sale promotion methods like free gift and discounting measures can be adopted,
which will attract more customers.
 More attractive advertisements can be introduced.
 They should promote new flavors in hair care product.

CONCLUSION
Dove is one of the best brands available in the market. From this survey it is understandable
that majority of the population have good response about its quality but price of the product
is very high so it is not affordable to every family members. Most of the consumer purchases
this product according to their preference only. Highly using dove product is dove body
wash /beauty bars. Many of the respondents agrees that it gives soft and smooth skin so that
they are very comfortable with this product and they will definitely use this product future
and recommend this to their friends and families. Dove is one of the best personal care
brands available in the market. Majority of the population has good response towards this
brand. Price of the products is bit higher so if they want to achieve more customers from the
target market they have to lower the price of the products. Dove should also work more on

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advertisements rather than selling it without any promotion techniques. Dove should work
on fragrance of the product and introduce more products with different fragrance. Customers
are very comfortable with the product and they recommend it to their friends and families.
If Dove can make more women feel good about their beauty, then it is making a powerful
contribution to women the world over.

BIBLIOGRPHY

Silver, U.R. “Internship Report on, study of the Master branding of Dove” (2016)
Dhaka: BRC University.
Morel, Lindsey, “The Effectiveness of the Dove Campaign for Real Beauty in Terms of
Society and the Brand” (2009).Syracuse University Honors Program Capstone Project.480.

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